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Hong Th Xun Thy Nguyn Th Thy Dim L Nhi Lu Vn Bo Lun


Propose to:

NI DUNG
I. GII THIU V CNG TY KOKUYO II. MARKETING MIX. III. MI TRNG V M. IV. M HNH SWOT. V. HNH VI NGI TIU DNG. VI. TH TRNG MC TIU . VII. CHIN LC THNG HIU V MT S GII PHP MARKETING. VIII. NGN SCH. IX. KT LUN.

I.GII THIU V CNG TY KOKUYO


Tp on KOKUYO thnh lp 1905, l thng hiu hng u v cac sn phm vn phong phm v ni tht vn phong ti Nht Bn v hn 30 cng ty chi nhanh trn ton th gii. Thng 11 nm 2005, cng ty TNHH KOKUYO Vit Nam chnh thc nhn giy php u t v khi cng xy dng nh may a ch: L B2-B7 Khu cng nghip Nomura, Huyn An Dng, thnh ph Hi Phong, Vit Nam. M s thu: 0200656663 in thoi: +84-31-3743422/23 Fax: +84-31-3743258 Website: www.kokuyo.vn Ngi i din: ng Yasunori Adachi

Gii thiu v cng ty KOKUYO(tt)


Vi khu hiu Lun sng to, lun i mi to ra nhng sn phm thng minh KOKUYO Vit Nam cam kt s lun hng ti khch hng bng sn phm ca mnh lun mang n cho khch hng s tin li, thoi mi, h tr khch hng lm vic hiu qu, sng to khng ngng thnh cng hn trong cng vic v s nghip. Cng ty tn dng vt liu r, nhn cng tr, nng ng tit kim chi ph v nhm mc ch m rng th trng. Trong thi gian sp ti, KOKUYO Vit Nam s tp trung pht trin th trng trong nc.

C CU T CHC

SN PHM KOKUYO SN XUT TI VIT NAM

File lu ti liu Tp Paper Nhn dn

Gia c l Trnh k

II.MARKETTING MIX
-Th trng vn phng phm ti Vit Nam l mt th trng tim nng. Tuy nhin, cc cng ty v nh u t trong nc vn cha p ng c th hiu ngy cng cao ca ngi tiu dng Vit Nam. V vy, vi kh nng nhanh chng nm bt cng ty vn phng phm Kokuyo tung ra th trng Vit Nam cc dng sn phm vi mu m phong ph v t cht lng cao nht nh c nu trn. -V vn ny, Kokuyo t ho c s hu quy trnh cng ngh sn xut tin tin ca Nht. y cng l iu lm cho sn phm ca cng ty lun vt tri v khc bit vi cc sn phm khc trn th trng. Khng dng li , Kokuyo cn khng ngng i mi a ra cc dng sn phm mi vi cht lng v gi c cnh tranh m cc cng ty Vit Nam vn cha p ng c nh trnh k, file lu ti liu, gia c l.

MARKETTING MIX
- Pht trin cc dng sn phm vi cht lng tt nht v gi c cnh tranh vi cc i th cnh tranh trong v ngoi Vit Nam lun l mc tiu hang u ca Kokuyo. i mt vi th trng pht trin nhanh nhng gp nhiu bin ng nh Vit Nam, cng ty lun c gng iu chnh gi cung cp cc mt hng n tay ngi tiu dng mt cch hp l nht. -Song song bn cnh vic sn xut Kokuyo thng xuyn theo di th trng cng nh cc i th cnh tranh xem xt, iu chnh c quyt nh chnh xc v gi xut xng ca sn phm nhm mc ch duy tr cht lng, tnh cnh tranh cng nh li nhun ca cng ty.

MARKETTING MIX
- Qung b l mt trong nhng hot ng c ch trng nht ca cng ty. y chnh l phng tin cng nh cu ni khng nh tn tui v nhn hiu vn phng phm Kokuyo trong lng ngi Vit Nam. - Cng ty khng ngng p dng mt cch linh hot ng thi i mi cc phng thc marketing cng nh hnh thc khuyn mi hp dn thu ht khch hng mi v gi chn khch hang hin ti. c th cng ty p dng cc hnh thc qung co trn cc phng tin truyn thng i chng cng nh internet thng qua vic thnh lp website Kokuyo.vn. bn cnh , vic khuyn mi gim gi cng nh cc gii thng hp dn cng c tc ng khng nh n hnh vi mua hang ca ngi tiu dng.

MARKETTING MIX
-Hin nay, qua gn 6 nm hot ng ti Vit Nam Kokuyo c c mt h thng i l phn phi v bn l rng khp c nc vi 2 vn phng i din ti Hi Phng v th H Ni. Ngoi ra, Kokuyo cn c mt hng nghn i l phn phi sn phm cng nh bn l bao gm cc siu th v ca hng vn phng phm ca Vit Nam. -Song song bn cnh cng ty cn kt hp vi hnh thc c nhn vin bn hng trc tip tham kho v ni chuyn nhm tip thu kin ngi tiu dng. Qua , cng ty a ra c quyt nh ng n v hnh thc phn phi sn phm ca Kokuyo mt cch nhanh chng v ph hp nht ti tay ngi tiu dng.

S phn phi:

MARKETTING MIX

Vi b dy kinh nghim v lch s hn 100 nm ca tp on Nht Bn Kokuyo, chi nhnh cng ty ti Vit Nam tuyn dng cng nh o to c hng ngn cng nhn c tay ngh cao cng nh nhn vin c trnh chuyn mn cao c tip thu t Nht Bn. Bt u vi 500 cng nhn vin t nm 2005, n nay con s ny tng ln n hn 3000 cng nhn vin. iu ny cho thy trnh qun l cng nh phng thc iu hnh cng ty mt cch linh hot m c th l hot ng qun l nhn s. Con ngi chnh l yu t c Kokuyo ly lm trng tm pht trin.

III. Mi trng v m
1. Mi trng nhn khu hc: Vit Nam bc vo thi k dn s vng. S tin b ng k trong trnh dn tr ca Vit Nam trong nhng nm gn y . 2.Mi trng kinh t: t l lm pht tng cao v s mt gi ca tin ng 3. Mi trng t nhin: nhim mi trng nghim trng v s gia tng ca hiu ng nh knh

Mi trng v m(tt)
4.Mi trng cng ngh: dy chuyn sn xut tin tin vi cng ngh mi. S pht trin mng internet ca Vit Nam 5.Mi trng chnh tr: lut chn hng gi v hng nhi ca VN cha cht ch

IV.M HNH SWOT


- im mnh u tin ng ch ca Kokuyo chnh l :y l tp on Nht Bn c mt b dy kinh nghim hn 100 nm Nht Bn. - Hn na, Kokuyo s hu phng thc sn xut tin tin v ring bit c tha hng t Nht Bn. - Sau gn 6 nm, Kokuyo c vn phng i din ti Hi Phng v Th H Ni . - Kokuyo gia nhp vo th trng Vit Nam trong khong thi gian cha lu t nm 2005 nn vn cha c iu kin nm bt mt cch y th hiu tiu dng ca ngi Vit Nam. - Mc d cht lng sn phm ca cng ty lun c nh gi cao v sn phm c phn phi rng ri nhng Kokuyo cha c c nhng mi quan h hp tc vng mnh vi nhiu i l phn phi s v l

M Hnh SWOT(tt)
Theo kho st gn y th trng vn phng phm Vit nam, 80% ngi tiu dng a chung v tin dng sn phm t nc ngoi. y l c hi ln i vi mt sn phm n t Nht Bn nh Kokuyo thu ht khch hng. Nhu cu mua sm trc tuyn ca khch hng ngy cng tng. V th, Internet s l mt th trng tim nng cho cng ty pht trin v nng cao doanh s bn hng. Hn na, mi trng chnh l vn c ch trng nht hin nay. V th pht trin mt dng sn phm thn thin vi mi trng chnh l mt khi u cho mt nhn hiu vn phng phm xanh Kokuyo.

Sn phm c gi thnh cao hn so vi cc sn phm khc trn th trng. Chu s cnh tranh gay gt ca cc thng hiu tn tui ln mnh v lu i hn trn th trng vn phng phm Vit Nam.

V. Hnh vi ngi tiu dng

Nghin cu hnh vi ngi tiu dng


Mc ch nghin cu: ti th trng Tp. H Ch Minh bit c nhu cu,thi quen,thi im KOKUYO a ra nhng sn phm p ng nhu cu ca khch hng Phng php: phng vn hoc gi bng cu hi i tng: cc bn t 15n 30t(hc sinh cp 3,sinh vin, nhn vin vn phng)

THI TRNG MUC TIU CUA TP PAPER TI THI TRNG TP. H CHI MINH

Th trng min Nam ti TP. H Ch Minh

Phn khc th trng


Khch hng mc tiu:Hin l hc sinh cp 3, sinh vin hoc nhn vin vn phng. H thch :tp cao cp, chnh l cht lng giy, mu m ba v kch thc quyn tp.(kh ln 175x250mm ) Thit k mu m ba tp phi n gin, hn ch hnh nh, nu c th l nhng hnh tru tng, ngh thut

PHN TICH I THU CNH TRANH


Cc i th ln ca Paper hin nay l Vnh Tin, Tn Thun Tin, Ho Bnh Vnh Tin l mt trong nhng i th mnh nht ca tp Paper v sn phm tp Vnh Tin c thng hiu trn 30 nm. Cc i th khc ca Paper nh Tn Thun Tin, Hng H, Ha Bnh tuy cht lng khng cao bng, hnh thc mu m cha ep nhng cc i th ny vn c nhng th mnh ring nh gi c mm hn.

xut ca nhm
KOKUYO l mt trong nhng doanh nghip bit nm bt kp thi xu hng nn s dng th trng v nh my sn xut pha Bc lm nn tng h tr pht trin th trng Tp. H Ch Minh ni ring v th trng min Nam ni chung. Qua , sp ti cng ty s tung ra mt sn phm tp mi c tn l Campus. y l loi tp c cht lng giy tt,khi vit n mc,khng nhe ch v c trng sng t nhin. Ba tp thit k sang trng, n gin, tin dng, kt hp vi gy dn bng keo to cho quyn tp nhn ep nh sch. Thit k k ch o trn b mt ca mi quyn tp chnh l nhn hiu CAMPUS. cng l nt c o v to bo nht to n tng t ci nhn u tin cho ngi mua. Chnh iu ny s gip cho ngi tiu dng d nhn din v d nh n nhn hiu ca sn phm hn.

Mt s hnh nh ca tp CAMPUS

Chin lc marketing cho tp Campus(thng1/2012-2013)

Sn Phm
Ci tin li ba tp Cht lng giy ba sao cho c bn, khng b qun, nhn gc, d d a dng thm mu sc v kch thc kh tp

Sn phm(tt)
1.CAMPUS PRO K ngang 7mm x 30 lines, c l Mu sc: xanh bin, hng dy: 60 trang, 80 trang, 120 trang 2. CAMPUS SPECIAL K ngang 7mm x 30 lines, khng c l Mu sc: xanh bin, hng, xanh l, vng, tm dy: 60 trang, 80 trang, 120 trang

Sn phm(tt)
3. CAMPUS CLASSIC - S K ly 8mm x 26 lines , c l Mu sc: xanh bin, hng dy: 60 trang, 80 trang, 120 trang, 200 trang 4. CAMPUS CLASSIC
K ngang 7mm x 30 lines, c l Mu sc: xanh bin, hng

dy: 60 trang, 80 trang, 120 trang, 200 trang

Gi
Hin ny gi bn, khung chit khu trn c bn l kh tt Kokuyo c th p dng khung chit khu c bit cho nhng th trng, a bn u tin pht trin, c bit l th trng Tp. H Ch Minh trong thi gian u.

Gi(tt)
ng

60trang 4.000 4.000

80trang 120trang 200trang 6.000 6.000 9.900 9.900

Campus pro Campus special Campus classic Campus classic-S

4.900
5.000

6.200
6.500

10.200
10.500

14.000
15.000

Phn Phi
Chun ha qu trnh t hng, giao hng, thanh ton v theo di bn hng. Thc hin cc hot ng thu thp thng tin khch hng, theo di v gii quyt cc phn nh, khiu ni nhanh chng, chnh xc. Xy dng gi bn l thng nht trn ton quc v khung chit khu gi cho cc cp phn phi.

Xc Tin
Qung co Khuyn mi T chc s kin Ti tr Nhp thm trang thit b

Qung co
Showroom trng by, d che nng/ma, ng phc ca cc nhn vin, k trng by trong cc nh sch ln, siu th, hi ch, trin lm Qung co trn internet, bo sinh vin,tp ch Website cng tyDin n sinh vin, hc sinhBlog, facebook

Khuyn Mi
Mua 1 lc tp 10 quyn/60 trang tr ln s c phiu qu tng 1 trong cc sn phm vn phng phm ca cng ty. Khi mua 50 quyn tp tr ln, khch hng c tng thm 5 quyn v Campus Special/60 trang. ng thi c thm 5 phiu qu tng. Tch ly im c gim gi.

T chc s kin
m nhc hi Campus:t chc qun3 - Hnh thc tham d: khch hng mua 5 quyn tp Campus/60 trang s c i 1 v xem chng trnh To sng cng Campus Campus c m trong tm tay

Ti tr
Hoc bng cho cac hoc sinh/sinh vin ngheo hiu hoc Gm 50 sut, tr gi mi sut hc bng t 5.000.000 n 10.000.000 VN Rung chung vng, ng ln nh Olympia

Ngn sch d kin (2011-2012)


Ngn sch d tnh l: 9 t Trong : Mua thm trang thit b sn xut : 45% Qung co : 5% Khuyn mi : 3% T chc s kin : 22% Ti tr : 25%

Kim Sot
Hng thng,hng qu phi tp trung xem xt bo co ca cc thnh vin ph trch trong cng ty. Phn tch v gii quyt vn : thit lp c ch t trc,xc nh mc tc ng,xy dng gii php. Gii quyt v phn hi : thc hin gii php,bo m mi ngi c lin quan u c thng bo. T chc cc cuc hp cng ty ly kin v tin trnh thc hin k hoch.

IX.Kt lun
Sau gn 6 nm hot ng ti Vit Nam, Kokuyo gn khng nh c v th ca mnh. Khng dng li , Kokuyo cn khng ngng i mi a ra cc dng sn phm mi vi cht lng v gi c cnh tranh m cc cng ty Vit Nam vn cha p ng c nh trnh k, file lu ti liu . c bit l tp CAMPUS th trng tp HCM trong thi gian ti.

Ngun tham kho


www.kokuyo.vn www.tailieu.vn www.saga.vn www.marketingvietnam.net

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