Marketing cng nghip

Li M u
Kinh t th trng cng pht trin cnh tranh cng tr nn gay gt, quyt lit hn. Cnh tranh va l cng c chn la va l cng c o thi cc doanh nghip sn xut kinh doanh trn th trng. Cc doanh nghip hot ng trong mi trng kinh doanh lun bin ng cng nhiu c hi v nguy c tim n vi mc cnh tranh khc lit nht. V th gi vng v nng cao v th ca doanh nghip trn th trng, i hi doanh nghip phi lun c bin php tip cn th trng mt cch c ch ng, ph hp v sn sng i ph vi mi nguy c, e do cng nh p lc cnh tranh trn th trng. lm c iu ny, doanh nghip phi thc hin sn xut kinh doanh theo nh hng th trng, phi ng dng hot ng marketing vo hot ng sn xut kinh doanh trn th trng. Trong vic xy dng v hon thin chin lc sn phm cho khch hng s l cng c cnh tranh sc bn nht, hiu qu nht ca doanh nghip i n thnh cng. i vi Cng ty Nha Hng Khng khch hng a phn l khch cng nghip bi vy khch hng cng nghip ng mt vai tr ht sc quan trng, n l mt th trng m Cng ty cn phi lun ch v u t rt nhiu. V th nhm chn tiChin lc sn phm cho khch hng cng nghip ti Cng ty Nha Hng Khng

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Marketing cng nghip

Chng I Khi qut v marketing v chin lc sn phm trong hot ng kinh doanh
I. Khi qut v marketing Marketing l mt qu trnh qun l mang tnh x hi, nh m cc c nhn v tp th c c nhng g h cn v mong mun thng qua vic to ra, cho bn v trao i nhng sn phm c gi tr vi nhng ngi khc. Mun bit c khch hng thch g cn g? ngi lm marketing cn phi tm hiu nhu cu mong mun ca ngi tiu dng ngoi ra cn phi tm hiu v gi tr m sn phm mang li, chi ph ca khch hng b ra mua sn phm c tho mn v ph hp vi gi tr m khch hng b ra hay khng. Chnh v th ngi lm marketing cn phi hiu r tng khi nim sau y: * Khi nim nhu cu, mong mun v yu cu: + Nhu cu: ca con ngi l mt trng thi cm gic thiu ht mt s tho mn c bn no . Ngi ta cn c thc n qun o, ni , s an ton, ca ci, s qu trng v mt vi th na tn ti. Nhng nhu cu ny khng phi do x hi v ngi lm marketing to ra, m ngi lm marketing ch l ngi khm ph ra nhng nhu cu cc nh sn xut sn xut ra nhng sn phm, dch v p ng nhu cu ca con ngi. + Mong mun: L s ao c c c nhng g c th tho mn nhng nhu cu su xa hn . mi mt x hi khc nhau, iu kin sng cng khc nhau bi vy mong mun cng thng rt khc nhau. + Yu cu: Mong mun c hng nhng sn phm c th c hu thun ca kh nng v thi sn sng mua chng. Mong mun tr thnh yu cu khi c sc mua h tr.

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Marketing cng nghip

* Sn phm: Theo marketing th sn phm l bt c th g c th em cho bn tho mn nhu cu hay mong mun. ngha quan trng ca sn phm vt cht bt ngun khng phi ch yu t vic s hu chng, m chnh c c nhng dch v m n em li. * Gi tr, chi ph, s tho mn: - Gi tr l s nh gi ca ngi tiu dng v kh nng chung ca sn phm tho mn nhng nhu cu ca mnh. Gi tr ca sn phm em li li ch cho ngi tiu dng sn phm. - Chi ph: l tng hp nhng khon m ngi tiu dng phi b ra c c sn phm m h mun mua. - S tho mn l mc ca ca trng thi cm gic ca ngi tiu dng bt ngun t vic so snh kt qu thu c t vic tiu dng sn phm vi nhng k vng ca h. * Trao i, giao dch v cc mi quan h - Trao i: l hnh ng tip nhn mt sn phm mong mun t mt ngi no bng cch a cho ngi mt th g . Trao i l khi nim quyt nh to nn mng cho marketing. Trao i ch xy ra khi c nm iu kin sau:t nht phi c hai bn, mi bn phi c mt th g c th c gi tr vi bn kia, mi bn u c kh nng giao dch v chuyn giao hng ho ca mnh, mi bn u c th c gi tr vi bn kia, mi bn u c kh nng giao dch v chuyn giao hng ho ca mnh, mi bn u c quyn t do khc t hay chp nhn bn kia, mi bn u tin chc mnh nn hay mun giao dch vi bn kia. - Giao dch: Marketing giao dch l mt b phn ca tng ln hn marketing quan h. C th ni, nhng khi nim ny rt quan trng n gip ngi lm marketing hiu c cn lm nhng g to c uy tn i vi khch hng, qua to c danh ting.

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Marketing cng nghip

1. Marketing - mix: Marketing - mix l mt tp hp cc bin s m cng ty c th kim sot v qun l c v n c s dng c gng t ti nhng tc ng v gy c nhng nh hng c li cho khch hng mc tiu: Cc b phn ca marketing hn hp c bit nnh l 4P: + Chin lc sn phm + Chin lc gi c + Chin lc phn phi + Chin lc xc tin khuych trng
Doanh nghip

Marketing - mix
P4 P2 P1 P3

Th trng -khch hng

S 1: 4 chin lc b phn camarketing mix trong doanh nghip

- Chin lc gi c: l vic xc nh cc mc tiu ca chin lc gi, la chn cc phng php nh gi, chin lc gi ca cng ty. - Chin lc phn phi: bao gm cc vn nh thit lp cc kiu knh phn phi, la chn cc trung gian thit lp mi lin h trong knh v ton b mng li knh, cc vn v d tr, kho bi, phng thc vn chuyn - Chin lc xc tin v khuych trng: l mi hot ng ca cng ty nhm truyn b thng tin v sn phm v dch v ca cng ty, n bao gm cc hot ng nh: Qung co, kch thch tiu th v cc hot ng khuyn mi.

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Marketing cng nghip

Ba chin lc b phn gp phn vo hot ng kinh doanh ca doanh nghip nhng nghin cu v chin lc sn phm cho khch hng cng nghip, iu tt yu phi nghin cu v chin lc sn phm l ch yu. 2. Chnh sch sn phm: Sn phm hng ho l tt c nhng ci, nhng yu t c th tho mn nhu cu hay c mun ca khch hng, cng hin nhng li ch cho h v c kh nng a ra cho bn trn th trng vi mc ch thu ht s ch mua sm hay tiu dng hoc s dng. Theo quan im ny sn phm hng ho bao bm c vt th v hnh v hu hnh. Mt chin lc sn phm ca mt cng ty c th bao gm: - Bc 1: Mc tiu ca chnh sch sn phm - Bc 2: Pht trin chng loi sn phm - Bc 3: Cng c chnh sch nhn hiu sn phm - Bc 4: Thc hin i mi sn phm - Bc 5: Hon thin chnh sch bao b v dch v khch hng - Bc 6: Xc nh cc chin lc marketing cho tng nhm sn phm theo cc giai on trong chu k sng ca n. II. Marketing cng nghip v chin lc sn phm cho khch hng cng nghip 1. Khi qut v khch hng cng nghip v marketing cng nghip: C th ni c nhiu loi khch hng cng nghip khc c loi khch hng cng nghip l cc Cng ty sn xut vn phng phm, Cng ty ch bin thc phm... Mi loi khch hng ny cn phi c mt hnh thc marketing khc nhau. V d i vi Cng ty ch bin thc phm hot ng marketing hng vo sn phm vi an ton v sinh v s sch s, i vi cng ty sn xut vn phng phm ngoi

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Marketing cng nghip

cht lng sn phm hot ng marketing cn thiu v thm m, hnh dng kch thc ca sn phm cng nh cng dng ca sn phm. Marketing cng nghip: bao gm cc hot ng marketing khong trc tip ti khchhng, nhng ngi mua hng ho v dch v cho s tiu dng c nhn ca h. Khch hng cng nghip l cc t chc cc doanh nghip cc lnh vc phc li ch cng cng, thm ch c quan t nhn. Bng 1: Nhm khch hng ca marketing cng nghip. Ngi cung cp - Cc nh my cng c Cc cng ty bo him Sn phm hoc dch v Khch hng Sn phm c kh cng C s sn xut nghip Bo him ti sn , thn th T chc doanh nghip,

trng hc - Cng ty sn xut vn Thit b vn phng,l sn Trng hc, vin nghin phng phm phm VPP - Cng ty qung co Cc loi qung co - Nh my sn xut v kh Thit b an ninh - Cng ty dch v bo v - Cng ty git l Quc gia khu vc Bo v Dch v git l cu, Cng ty Cc doanh nghip Cc quc gia, cc binh chng Cc cng ty t nhn c nhu cu Khch sn, bnh vin, nh nui dng Bnh vin, c s khm cha bnh, trung tm y t Cc t chc marketing cng nghip bn hng ho v dch v cho cc t chc, nhu cu ca th trng hng cng nghip th pht, pht sinh v lin quan n s nh hng mua a dng. Khch hng cng nghip mua mt cch chnh thng v c cc chnh sch v th tc mua c th chi tit vi nhng ngi mua chuyn nghip. Trong th trng cng nghip, vai tr ca s chuyn mn ho rt quan trng, trong th trng cng nghip cc hot ng h tr sn phm, dch v, tr gip k thut, ph tng thay th cng c coi l rt cn thit. Hot ng bn hng c nhn

Cng ty dc, thit b y t Cc loi thuc

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Marketing cng nghip

c coi trng hn th trng hng tiu dng, phn phi vt cht ng vai tr quan trng: kp thi, y . Trong th trng cng nghip, khch hng bao gm: Cc doanh nghip: Nhng doanh nghip thng mua sn phm v p dng vo vic sn xut, c khi h mua sn phm v lp ghp vo sn phm ca h to nn mt sn phm hon chnh. + Cc nh sn xut thit b gc (cng ty my tnh, c kh) + Khch hng l ngi s dng (cng ty thng mi, x nghip sn xut) + Nh phn phi cng nghip Cc t chc chnh ph: Mua sn phm dng hoc i cu tr, vin tr. Mua sn phm phc v cho cc li ch cng cng. Cc vin nghin cu, trng hc: y l cc khch hng cng nghip mua sn phm v dng vo vic nghin cu v o to. 2. Sn phm cng nghip v tm quan trng ca chin lc sn phm trongmarketing cng nghip. Mt sng ty c sn phm ti th d c chnh sch marketing v chin lc sn phm tt n my th vic hiu qu kinh doanh t c cng rt thp. Nu sn phm ca cng ty t cht lng cao kt hp vi cc hot ng marketing ph hp vic t kt qu kinh doanh s rt cao, doanh thu s tng rt nhanh, sn phm s to c v th trn th trng. C th nh ngha: sn phm hng ho l tt c nhng ci, nhng yu t c th tho mn nhu cu hay c mun ca khch hng cng hin nhng li ch cho h v c kh nng a ra cho bn trn th trng vi mc ch thu ht s ch mua sm, s dng hay tiu dng. i vi mt cng ty, vic lp chin lc sn phm tng th cho tt c cc loi sn phm v chin lc sn phm cho tng loi sn phm l iu khng th thiu.

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Marketing cng nghip

Bi qua quyt nh v chin lc sn phm s c hng lot v quyt inh nhn hiu sn phm ( nh v hng ho ca doanh nghip) quyt nh v bao gi ( ci tin mu m hnh dng bn ngoi to ra hnh nh cng ty, quyt nh v dch v khch hng (m bo cht lng phc v hay khng? to ra cm tnh, s tin tng i vi khch hng), quyt nh v chng loi v danh mc sn phm (chim lnh phn ln th trng hay s sinh li nhun cao, cung cp hng y ), quyt nh v danh mc hng ho (to s a dng ca sn phm). Vy ta thy ngay c chin lc sn phm l mt chin lc marketing mix nhng khng th thiu vi mi cng ty. 3. Chin lc sn phm trong marketing cng nghip. Chin lc sn phm trong marekting cng nghip c th gm: * Thit lp chnh sch sn phm: Danh mc, chng loi, nhn hiu... * a ra nhng sn phm. * Tm kim, b sung cc chi tit cho sn phm. * Xc nh quy cch sn phm. * Gii thiu sn phm mi. * Ci tin sn phm. * Loi b cc sn phm lc hu. * Cung cp, tr gip k thut cc dch v trc v sau khi bn lin quan n sn phm

II. Tng quan v cng ty nha cao cp hng khng 1. Lch s hnh thnh v pht trin ca cng ty Cng ty nha cao cp hng khng (APLACO) ra i t ngy 4 thng 11 nm 1989. Tn khai sinh l" X nghip ho nha cao su - hng khng" ban u cng ty c

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nn c s h tng thp km, c thi gian sn xut cha pht trin, ch yu sn xut th ng, n iu. - Ngy 20 thng 4 nm 1993, x nghip i t thnh "X nghip ho nha cao cp - hng khng". Tn giao dch: AVIATTION HIGH - GRATE PLASTIC COMPANY. Thi gian ny sn xut bt u pht trin. - Ngy 21 thng 7 nm 1994, X nghip ho nha cao cp hng khng i tn thnh Cng ty nha cao cp hng khng, tn gi ny duy tr n by gi. Cng ty c 3 giai onpt: * Giai on 1989 n 1991: Giai on ny cng ty hot ng di s bao cp ca Tng cc - Hng khng dn dng. Vn sn xut c cp: 1,1 t ng. Cng ty c mt nn sn xut km vi trang thit b lc hu, th cng, sn phm sn xut cht lng km, mu m n iu Doanh thu trong thi gian ny l 1 t ng 1 nm, kinh doanh khng c li nhun, ch yu cn b cng nhn vin sng bng mc lng tr cp ca Tng cc Hng khng. Doanh s gim t 594.264.000 ng nm 1990 xung cn 301.892.000 ng nm 1991. * Giai on 1992-1998: y l giai on pht trin, cng ty tr thnh cng ty mnh trong ngnh nha Vit Nam. + 1992-1995: Nm 1992 cng ty tr thnh thnh vin hch ton c lp. Cng ty mnh dn vay vn ngn hng u t trang thit b nng cao sn xut. Cng ty ch ng tm kim th trng ngoi ngnh chnh v vy n nm 1994 doanh thu tng gp 3 ln, li nhun gp 2, thu nhp u ngi tng 2,5 ln so vi nm 1993. + 1996-1998: Doanh thu bnh qun tng 25%, li nhun tng 30%, bnh qun u ngi tng 15%. Thi gian ny doanh thu ngoi ngnh tng t 20% nm 1996 ln 55% nm 1998. n nm 1997 doanh thu cng ty t 11 t VN.

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+ 1998-2002: T trng th trng tiu th ngoi ngnh chim 60% tng doanh nm, sn phm mi c tung ra th trng ngy mt nhiu, mi nm c t 4 6 sn phm mi, n nm 1999 sn phm mi ca cng ty c trn 200 chng loi sn phm cc loi. 1998-2011: Cng ty sn xut lin tc vi 3 ca 1 ngy, thu nhp bnh qun u ngi gia tng t 2 triu ln 3triu. Hin nay cng ty c din tch mt bng hot ng sn xut l 11.000m2 c 8 phng chc nng, 5 phn xng sn xut v 1 c s sn xut ti thnh ph H Ch Minh. 2. Thc trng hot ng sn xut kinh doanh ca Cng ty 2.1. nh hng pht trin ca cng ty Mc tiu: Mc tiu trong giai on ny ca cng ty l t mc tng trng cao v n nh 20-25% mt nm v s dng cc phng n thm nhp th trng, pht trin th trng v pht trin th trng mi c bit l pht trin th trng cc khch hng cng nghip (v y l th trng chnh ca cng ty). nh hng c bn cho nm 2015 nhng nm tip theo: + y mnh vic u t thit b cng ngh hin i lm then cht cng nh vic u t ni chung v cn c ch trng. + Duy tr lin tc v c hiu qu h thng qun l cht lng theo tiu chun ISO: 9001:2000. + a dng ho mu m sn phm v nng cao cht lng sn phm c th cnh tranh trong th trng khu vc trong thi gian sp ti khi m nc ta gia nhp CEPT, AFTA. + Khai thc m rng th trng tiu th, ly th trng trong nc lm th trng chnh to tin m rng th trng xut khu.

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+ Tng bc sp xp li b my qun l, c cu t chc ca cng ty phi c tiu chun ho khng c cng knh, vn hnh nng nhc m cn phi gn nh. + o to l hon thin li ngi lao ng sao cho ph hp v nng cao c tay ngh. Trong mc tiu v nh hng chin lc sn phm marketing c xc nh: + Xy dng hnh nh cng ty v hnh nh sn phm trong tm tr khch hng. Mun vy cng ty ch trng tng cng tham gia vo cc chng trnh qung co, tuyn truyn, hi ch nhiu hn na. nh v hnh nh cng ty vi u th v sn phm cht lng cao, uy tn trn th trng. - Khch hng mc tiu ca cng ty l khch hng cng nghip (bao gm Tng cc Hng khng dn dng, cc khch hng cng nghip ngoi ngnh hng khng) + ngi tiu dng c thu nhp trung bnh tr ln. - Hon thin li h thng knh phn phi bng cch tm kim cc nh phn phi c quan h thn thit v m cc chi nhnh, i l cc tnh thnh trong ton quc. - Ci tin pht trin sn phm, gia tng t 4-6 sn phm ln mi nm t 5-10 sn phm. - m bo sn phm cht lng cao.

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2.2. Khch hng: Khch hng chnh l nhng ngi c kh nng lm gim li nhun hoc tng li nhun ca cng ty v vy cng ty lun c chnh sch ginh git khch hng vi cc i th cnh tranh tuy nhin nhng khch hng tim n cng ty li cha c nhng chnh sch ph hp. Hin ti cng ty c hai nhm khch hng v khch hng ca cng ty c chia thnh nhiu phn. * Khch hng trong ngnh (hng hng khng Vit Nam, mt s hng hng khng nc ngoi * Khch hng ngoi ngnh: + Khch hng tiu dng + Khch hng cng nghip ( Cng ty bnh ko Hi H Kotobuki, bnh u xanh Ho An, Cng ty may 20.) + Khch hng nc ngoi (hng xut khu). * Khch hng ngoi ngnh: - i vi nhm mt hng nha gia dng: l mt hng tiu dng c nhn v h gia nh, r tin, lun i hi phi thay i mu m, kiu dng v mu sc. Khch hng nhm mt hng ny rt a dng (n gm khch hng c thu nhp thp, thu nhp trung bnh v cao). Khch hng ny rt d thay i th hiu v ri b nh cung cp tm sn phm ph hp vi mnh c v gi c ln mu m, cng dng. - i vi nhm mt hng ginh cho th trng xut khu: C th ni cng ty mi ang thm nhp, c gng tm kim khch hng. - Khch hng cng nghip: phc v cc n v sn xut c s dng nha lm bao b hoc s dng nha nh mt loi linh kin lp rp i km. Sn phm nha cho th trng ny i hi chnh xc cao, cht lng phi ng b v cc khch hng ny nu chim c thng trung thnh vi nh sn xut

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tuy nhin h cng lun tm n nhng nh sn xut c v th v uy tn trn th trng, h thng k hp ng sn xut vi s lng sn phm ln v khng ch lm ti bao b mu m ca sn phm nha, quan trng l sn phm cht lng cao, t v sinh, tiu chun do h ra. * Khch hng trong ngnh: Mt hng i hi cht lng cao, mu m kiu dng p v c u im l t thay i hnh thc, c bit sn phm phi cc k v sinh, mu sc thanh nh. Khch hng ch l phm vi hng hng khng quc gia v mt s hng hng khng quc t. 3. Kt qu hot ng sn xut kinh doanh Vi s c gng ht mnh trong thi gian qua cng vic nh hng chin lc ng n, cng ty t c nhiu thnh cng trong nhng nm qua, cng ty lin tc m rng th trng ni a, ng thi vn phc v tt cho ngnh hng khng Vit Nam. Cng ty nng cao cht lng sn phm v thng 5- 2011 t chc Tuvnord ca c nh gi chnh thc v cp chng ch ISO 9001:2000 cho Cng ty. Th phn ca cng ty gi c s n nh bng vic m bo ng cht lng thi gian theo yu cu, quan h tt vi cc khch hng v lun gi vng uy tn. Ngoi ra cng ty v s tip tc xut khu sang cc th trng B, i Loan, Nht Bn, Lo nhm tng doanh thu, pht trin sn xut. Doanh thu hng nm ca cng ty tng trung bnh 171,6% li nhun tng theo t l 151,3%, y l mc tng trng cao. S c gng n lc lm cho i sng ca cn b cng nhn vin ca cng ty lin tc c ci thin vi mc lnhg bnh qun hn mt triu/ ngi/thng. Khng kh lao ng ti cng ty rt si ni. Ngoi ra lin tc c nhng hot ng ngoi gi nh th htao, vn ngh, cc hot ng thi ua to bu khng kh lao ng lun vui v, ci m, nhit tnh. C c nh vy cng ty phi nng cp c s vt cht, cng ngh sn xut v trnh tay ngh cng nh kin thc cho cc cn b cng nhn vin qua cc ho o to nh vi ging vin i hc bch khoa v ging

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co cc b cng nhn vin v chuyn ngnh Plyne. Ci to nh xng sn c a 800m2 nh xng mi vo s dng. Trong thit b my mc dc u t thm c th thm my phun p nha, h thng my cn mng PS, phng php v thm mt my phun p hai mu nng cp in t 3 ln 4 mu, Cng ngh ca cng ty hon ton l thit b i mi nht ca nc ngoi. Vic duy tr cc khch hng truyn thng c cng ty ht sc c gng ch trng v d nh Bnh ke Hi H, Bnh ko Hi Chu, Kho Vit Tip Cng ty c nh hng pht trin sn phm mi v t mt s thnh tu ban u v d nh sn phm 606,707/u l thit b v sinh/cc ung nc PS Vic tiu thu sn phm ca cng ty hot ng tt l nh i ng bn hng ca cng ty kh nng ng v nhit tnh vi cng vic cng thm chnh sch marketing ph hp. Hn ch: Bn cnh nhng nhng mt tch cc cng ty vn cn nhng im yu cn khc phc trong thi gian ti. Quy m thiu cn b marketing c chuyn mn cao nhm phc v cho nhng v tr i hi nng lc nh nghin cu thit k sn phm mi. Th phn ca cng ty trn th trng tng i nh v khu vc ch yu H Ni, Thnh Ph H Ch Minh, Hi Phng, cc khch hng hu ht cn l vi sn phm ca cng ty do cha c qung co gii thiu rng ri. Trn th trng ngnh hng khng, cng ty cng gp phi s e do ca nhng i th cnh tranh vi sn phm c chat lng cao gi r. Trn th trng ngoi ngnh c nhiu i th cnh tranh c tim l c v kinh nghim lu i vi cng ngh cao, cht lng cao v kh nng ln mnh. Sn phm ca cng ty phc v cho th trng tiu dng TTCN cn t mu m v chng loi, cha p ng nhu cu ca khch hng.

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Nguyn nhn l do kh nng ti chnh v marketing ca cng ty cn hn ch, trong cng ty cha c mt chin lc xm nhp v m rng th trng c hiu qu. c bit i vi khch hng cng nghip xa H Ni. Nh vy vi nhng thnh cng v hn ch i hi cng ty phi khng ngng phi u nng coa kh nng cnh tranh trn th trng trong vic xem xt chin lc sn phm, c bit l khch hng cng nghip xa H Ni l mt iu tt yu. III. Sn phm cho khch hng cng nghip.: 3.1. Nhng khch hng cng nghip ch yu: C th chia khch hng cng nghip ca cng ty nha cao cp hng khng ra lm li. * Khch hng cng nghip trong ngnh. * Khch hng cng nghip ngoi ngnh. Trc kia, doanh thu 100% ca cng ty l bn sn phm cho khch hng cng nghip trong ngnh tc cho hai hng hng khng Vit Namairlies v Pacitic Airliens, v mt s hng hng khng nc ngoi. Nhng cng ty cha thy c th trng hp dn ngoi ngnh, y l mt th trng nu u t tt, ch trng n n th vic tng doanh thu m rng sn xut ca cng ty l iu tt yu. V th vic thm nhp vo th trng khch hng cng nghip ca cng ty ang c tin hnh n thu c hiu qu rt cao, c th. Th trng cc khch hng cng nghip ngoi ngnh hin ta chim hn 50% doanh thu ca Cng ty, th trng khch hng cng nghip trong ngnh cng gia tng v doanh thu nhng gim v t l % doanh thu ca ton cng ty t 100% xung cn gn 30%. a phn cc khch hng cng nghip ca cng ty u ng trn Min Bc, th trng cng nghip ny c nhiu khch hng cng nghip khc nhau, c khch hng l ngnh cng nghip nng, nh hoc ngnh thc phm nhng ch yu l ngnh hng khng, ngnh thc phm v mt s cng ty may mc.

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Nhng ngnh ny ang trn pht trin nn quy m sn xut rt ln i hi c nhiu sn phm nha ng gp vo "cu kin lp ghp" cho sn phm ca h v th cc cng ty ny lun k nhng hp ng di hn v nhng hp ng sn xut nhiu l hng nha. Lng khch i trn cc chuyn bay ca hng Hng khngvn gia tng chng mt ko theo qui m sn xut sn phm nha cc, a, ly, dao, tha phc v trn cc chuyn bay ca Cng ty nha cao cp Hng khng. Tuy nhin nhng khch hng cng nghip ny i hi sn phm cng ty phi t cht lng cao, v sinh cn thn, gi c ph hp. 3.2. Chng loi sn phm T nm 1996, vi s m ca ca nn kinh t v sau khi l mt n v hch ton c lp ca Tng cng ty Hng khng Vit Nam, Cng ty phi kinh doanh trong mt mi trng gay gt, vic ra mt chin lc sn phm r rng c bit l chin lc sn phm dnh cho cc khch hng cng nghip l mt i hi cn thit, hng nm Cng ty nha cao cp Hng khng u vch ra mt chin lc sn phm trong hot ng dnh cho khch hng cng nghip l mt u tin hng u. Vi cc sn phm phc v trong ngnh v phc v khch hng cng nghip, kiu dng v cht lng hu nh khng thay i v cng vic ci tin i mi sn phm ph thuc vo nhng yu cu c th ca khch hng. Tuy nhin, i vi nhng sn phm cng nghip, cng ty v cng ch trng u t nghin cu sn phm mi do y l th trng chnh ca cng ty v doanh thu m th trng ny em li rt ln nu sn phm thnh cng. Cng ty t tm hiu, sn xut hng mu ri mang i cho hng vi cc cng ty khch hng tim nng nh sn phm cc ung c ph loi mng dng mt ln, hp cm hp, chai pet, bao b cng nghip, hp bnh ko Vi vic ginh git khch hng cng nghip vi cc i th cnh tranh bt buc cng ty phi a ra nghin cu nhng sn phm mi, khc phc sa i sn

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phm c c v mu m, kiu dng, cht lng, mu sc, c th do y m chng loi sn phm phc v cc ngnh cng ngip tng ln ng k. IV. C hi th trng ca Cng ty Nha cao cp Hng khng thch thc v e da 1. Nhng c hi th trng, thch thc v e do m Cng ty phi i u Kinh t pht trin to ra s nh hng tch cc i vi ngnh hng khng, vic m rng qui m ca ngnh Hng khng gip cho Cng ty Nha cao cp Hng khng cng phi m rng, sn xut cc sn phm m ngnh hng khng s gia tng. Vi mt phng thc kinh doanh ly uy tn v m bo cht lng cao v sn phm nn qua qu trnh kinh doanh Cng ty to c uy tn ca mnh trn th trng nht l i vi khch hng cng nghip. Nhng ngi cn s ni ting cng nh cn tc phong v ch tn l ch yu. Ngoi ra vi nn k ngh tin tin do cc trang thit b u rt hin i v l i mi ca th gii nn sn phm ca Cng ty sn xut ra c cht lng cao. Cng ty c mt i ng cn b qun l kh nng ng sng to, c sc tr v s nhit tnh trong cng vic. * Tuy nhin Cng ty cng bc l nhiu im yu ca mnh c th: + C s h tng ca Cng ty c cha c ci to xy dng mi din tch mt bng rng ln nhng xy dng cha c tnh cdht kinh t v cha ph hp. + Cng ty c mt h thng knh phn phi cha pht trin. +Vic qun l sn phm cn cha hon thin. iu c biu hin ch Cng ty cha phn tch v nhn thc c tng nhm hng ang trong giai on no ca chu k sng v do cha c chnh sch Marketing ph hp cho tng mt hng. + Chnh sch nhn hiu cha c quan tm. + Vic hon thin i mi sn phm cha c quan tm. + Ngun vn huy ng ca Cng ty cn thp. * e do.

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+ Trong ngnh Nha Vit Nam, khng c c Nha cao cp hng khng l Cng ty c cng ngh k thut kh cao, i th trong ngnh Nha ca Cng ty cng c k ngh v cng ngh, k thut cao v d nh Nha Tin Phong, Nha Song Long... + Vic xo b hng ro thu quan gia nhp CEPT v AFTA lm cho c ngnh Nha khng c ngi bo h, mi cng vic iu phi do ngnh gii quyt, khi cc Cng ty Nha khu vc thm nhp vo Vit Nam n s cnh tranh khc lit c v gi, v cht lng sn phm bi nhng Cng ty ny cng c nn k ngh, cng ngh cao, sn phm h lm ra cng c cht lng, kiu dng mu m rt p, rt ph hp. * C hi. Vic m ca nn kinh t to iu kin cho chng ta chuyn gia cng ngh nng cp t cng ngh thp nn cng ngh cao, c hi ny gip coh Cn gty Nha cao cp hng khng nng cp trang thit b my mc ca mnh ln mt mc cao hn. Vic m ca nn kinh t cn lm co nn kinh t pht trin, thu nhp ca ngi dn c gia tng, nhu cu ca h t cng s gia tng, ko theo vic tiu dng cc sn phm gia dng c bit sn phm Nha vi gi r, mu m p, cng dng khng km bt k sn phm no cng gia tng. Ngoi ra, khi nc ta gia nhp CEPT, v AFTA to iu kin cho cc doanh nghip trong nc m rng th trng khu vc, ngnh Nha cng khng l mt ngoi l Cng ty Nha cao cp hng khng li l mt thnh vin ca ngnh Nha bi vy vic m rng th trng ra cc nc khu vc l c hi i vi Cng ty Nha cao cp hng khng. 2. Chin lc sn phm cho khch hng cng nghip. 2.1, Mc tiu ca chnh sch sn phm cho KHCN : Chin lc sn phm l chin lc quan trng trong chin lc chung Marketing . V vy chin lc sn phm to c s iu kin thc hin cc chin lc khc hiu qu v d rng hn. Cng nh mi n lc Marketing khc, mc tiu quan trng ca chin lc Marketing l nhm xm nhp, chim lnh v m rng th trng. Chin lc sn phm cho khch hng Cng nghip nhm m rng th trng, xm nhp v chim lnh th trng ca khch hng cng nghip. C vy cng ty mi tiu th c sn phm,

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tng doanh thu v li nhun to iu kin thun cho vic u t m rng sn xut kinh doanh ca mnh, Thc hin c cc mc ch ny chnh l hng ti cc mc tiu v li nhun, m rng th lc v an ton trong kinh doanh. Chin lc sn phm cho khch hng cng nghip l mt chin lc rt quan trng i vi s tn ti v pht trin ca mt Cng ty c a phn khch hng l khch hng Cng nghip nh Cng ty Nha cao cp Hng Khng . Mun thc hin chin lc ny th cng ty phi lun n lc v mi mt, xy dng v thc hin qu tng phn ca chin lc sn phm cho khch hng Cng nghip. S pht trin ca nn kinh t Vit Nam em li thu nhn ngy cng cao hn cho ngi lao ng. i sng ngi dn c nng ln do vy m nhng yu cu v sn phm i hi cao hn. Trn th trng Nha, xu hng chy theo mt t b tc ng n hnh vi ca ngi tiu dng. Tuy nhin ngi tiu dng lun c mong mun c s ci tin v sn phm. Nu cng ty khng p ng c th khch hng s la chn Nh cung ng khc v ngc li. Khch hng Cng nghip cng khng phi ngoi l. iu ny i hi nh sn xut lun tm hiu, nghin cu khm ph nhng sn phm mi, mu m mi p ng nhu cu ny. Chin lc sn phm phi lun lun c pht trin v hon thin c bit vi cng ty Nha cao cp Hng Khng, khi la chn on thi trng khch hng Cng nghip l on th trng th nhng tiu chun v cht lng, hp v sinh, mu m lun c m bo. Hn th na cng ty lun ci tin tnh nng ca sn phm, duy tr pht huy nhng u im, khc phc nhng nhc im cn tn ti trong sn phm, pht trin v a dng ho chng loi sn phm ca cng ty. 2.2. Pht trin danh thu sn phm : Cng ty nha cao cp Hng Khng vn cha ngun lc nh; vn, lao ng,... Cng ty phi vay vn Ngn hng vi li sut cao, ngoi ra cng ty cng huy ng c mt lng vn nh t cn b cng nhn vin chc cu mnh. Tnh trng thiu vn lm cng ty khng th c thm nhng sn phm danh mc. V vy ra cc quyt nh v danh mc sn phm cng ty cn phi tnh ton rt cn thn sao cho s dng ngun vn u t c hiu qu cao nht. Khi u t mt sn phm vo mt th trng m th trng khng chp nhn th s gy lng ph rt ln cho cng ty, cn nu b qua sn phm m

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th trng a chung th cng ty mt i c hi th trng. Vic phn b vn cho cc loi sn phm c cng ty xem xt v la chn, khi cng ty xem xt kh nng tiu th ca n trn th trng v quyt nh ng n trong u t sn xut. Cng ty nha cao cp hng khng c mt danh mc sn phm rt hn ch v ngun lc v mi mt ca cng ty cn yu cha kh nng pht trin nhiu sn phm. Tuy vy cng ty cn phi lun quan tm n cc sn phm trong tng lai, d bo c sn phm thnh hnh trong thi gian ti, t c phng php phn b ngun lc, tuy sn phm ny ra th trng t hiu qu cao. 3. Cng c chnh sch nhn hiu. y chnh l im yu trong chin lc sn phm ca cng ty trong thi gian ti cng ty cn c nhng chnh sch ph hp cho nhn hiu. T trc n gi, cng ty t khi ch trng n vic pht trin nhn hiu v vy xy dng c hnh nh ca cng ty, cng ty phi bt u xy dng "nhn hiu" ngay t u,nht l khi cng ty c nhiu c hi m rng th trng ca mnh, vic cng c chnh sch nhn hiu bng cht lng sn phm, cc dch v tm l rt cn thit. Nhng phng tin h tr c lc nht ca vic cng c v xy dng chnh sch nhn hiu chnh l chnh sch qun co, khuych trng sn phm ca mnh, tng vic tham gia vo chng trnh khuyn mi, hi ch Khi cng c c uy tn nhn hiu khng ***** - Sn phm b sung: l nhng yu t to ra s tho mn cao hn cho khch hng v sn phm nh tnh tin li trong lp t, dch v b sung sau khi bn, iu kin bo hnh v hnh thc tn dng. Cc yu t b sung tr thnh mt trong nhng v kh cnh tranh ca nhn hiu hng ho. p dng y v linh hot cc yu t ny trn c s pht trin s ph hp vi c im sn phm cng nh c im kinh t k thut ca cng ty s lm gia tng rt nhiu sc cnh tranh ca cng ty trn th trng. 4. Thc hin i mi sn phm cho khch hng cng nghip Sn phm c chia lm ba loi:

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Sn phm mi ln u tin doanh nghip quyt nh cung cp ra th trng m trc cha c loi tng t. Nhng sn phm mi nguyn mu: Nhng sn phm c rp nguyn mu thit k cc sn phm ca nc ngoi hay cc doanh nghip. Sn phm ci tin: l nhng sn phm c pht trin trn c s nhng sn phm trc y vi cc tham s ca n c ci tin v nng cao. Vic pht trin sn phm mi Cng ty nha cao cp Hng khng u t rt t v khng quan tm nhiu. iu ny lm hn ch s tng trng kinh doanh ca cng ty. Khi mt cng ty mun xm nhp th trng khch hng cng nghip sn phm mi, i hi phi xem xt li sn phm ny c ph hp vi k nng ca marketing hin ti ca cng ty, ph hp vi k thut v cng nghip hin ti, c bit sn phm ny c cng dng a dng v c cht lng cao hay khng, hn th n cn b nh hng bi kh nng ti chnh, kh nng tn dng c hi, s nghin cu th trng Tuy nhin s pht trin sn phm bao gi cng mang tnh mo him do yu t khch quan em li. Doanh nghip lun cn mt ngun ngn sch ln phn ng mau l vi nhng thay i ca th trng mi m khng nh hng ti cc hot ng bnh thng khc. Thc cht l gi cho doanh nghip khng b lm vo tnh trng kh khn v ti chnh nu vic thm nhp th trng mi b tht li khng t kt qu mong mun v mt trong mc tiu quan trng nht ca doanh nghip l s an ton. i vi cc sn phm mi nguyn mu v sn phm mi ci tin, cng ty vn ang nghin cu v pht trin. V cc sn phm trong ngnh c s n nh, cng ty ang duy tr nhng sn phm hin c v gn nh khng c k hoch pht trin sn phm mi. S sn phm phc v cng nghip hu nh c v th v uy tn ca n. Mun pht trin thnh cng sn phm mi, cng ty cn phi thu thp thng tin th trng, cc thng tin s cp ca cng ty l thng tin v gi c, th hin s khng

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y v thiu hon chnh. Hnh vi ca i th cnh tranh v khch hng cng nghip c cng ty ch trng nhng vn cn nhiu thiu st. Hng nng cao hiu qu v mt ny nh sau: + T chc hot ng nghin cu quy c hn, t yu cu ng mc cho tng cp cng vic nhm t c kt qu tng th cao. + M rng th trng nghin cu quy c hn, t yu cu ng mc cho tng cng vic nhm t c kt qu tng th. + M rng th trng khoa hc cng ngh phc v chin lc pht trin lu di ca cng ty. + Cng ty ca phi thng xuyn khuyn khch phong tro pht huy sng kin cn b CNV, thu thp kin ng gp trong cng ty v ngoi cng ty. + o to hun luyn cn b chuyn ngnh marketing s dng ngi c nng lc, trnh chuyn mn v kinh nghim hot ng th trng. i ng ny tng cng c v s lng cht lng p ng s phc tp m cng vic yu cu. 5. Hon thin chnh sch bao b v dch v khch hng cng nghip Chnh sch bao gi khng ch nhm bo qun sn phm tt hn m cn gp phn nng cao cht lng sn phm, thng itn v c bit cn l phng tin tin hnh qung co. Tuy nhin i vi khch hng cng nghip chnh sch bao b khng c nh gi cao, quan trng l nhng sn phm t cht lng cao. to cho mnh mt uy tn, hnh nh mi, cng ty c th nghin cu p dng mt s dch v sau: Dch v vn chuyn: Cng ty vn chuyn sn phm cho khch hng vi gi cho vo gi sn phm l rt thp tuy nhin vi cc khch hng cng nghip ch yu v trung thnh hay cc khch hng cng nghip th vic xo b gi cc vn chuyn cho vo gi sn phm c cng ty u tin thc hin. Bo qun sn phm cn thn, sn sng i li nhng sn phm khng m bo cht lng cho khch hng.

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6. Xc nh cc chin lc marketing cho tng nhm sn phm theo giai on chu k sng ca sn phm theo cc giai on trong chu k sng ca n. Nghin cu chu k sng ca sn phm gip cng ty c c s kim sot sn phm cht ch hn, bit vn dng chin lc ng vi tng sn phm trong tng giai on ca chu k sng ca n s gip cng ty Nha cao cphng khng trn th trng. IV. Mt s gii php h tr nhm hon thin chin lc sn phm cho khch hng cng nghip 1. Cc b phn khc ca marketing - mix 1.1. Chnh sch xc tin khuych trng * Qung co Mc ch ca qung co l thc y ngi mua tiu dng sn phm, lm cho ngi tiu dng bit n cc sn phm ca cng ty qua xy dng c mt phn hnh nh ca cng ty Sn phm ca Cng ty nha cao cp Hng khng khng c qung co trn cc phng tin thng tin m s dng ngay nhng nhn vin bn hng v cc nhn vin phng marketing trc tip tip xc vi khch hng ti thi im bn. C th ni hnh thc ny em li hiu qu kh cao m tn km rt t v mt chi ph. H khng ch a thng tin v sn xut ca cng ty n khch hng mt cch nhanh chng m thng qua h cng ty c c nhng thng tin phn hi t pha khch hng. T c th kp thi a ra cc bin php x l c tnh chnh xc cao. Tuy nhin cng ty khng c nhiu im bn v t tham gia vo cc hi ch c quy m to ln, c ting vang ln vy s lng khch hng cng nghip cha tin tng vo hnh nh uy tn ca cng ty. Cng ty cn tin hnh t chc hi tho, hi ngh cho cc khch hng cng nghip, c bit cn c s tham gia ca cc khch hng cng nghip m cng ty cha to s tin tng cho h cng bn lun v cc u nhc im ca sn

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phm v tm hiu nhu cu ca h trong tng lai. Ti hi ngh khch hng cng ty nn tuyn b cc d n v chnh sch ca mnh trong thi gian t. Nhng mt vic rt quan trng l trc khi tung ra sn phm ra th trng th vic gii thiu sn phm l mt bc m rt quan trng, bi vy cng ty cn chun b tt vic qung co, khuych trng tng kh nng nhn bit v sn phm ca khch hng lm cho h thy c cng dng ca sn phm, to s tt p v cng ty trong con mt khch hng. Cc khch hng cng nghip xa a bn H Ni, cng ty nn dng cc t bo a phng m cc khchhng cng nghip ny ng u qung co cho cng ty, hoc nu nhn thy c a phng ny l mt th trng tim nng, c kh nng pht trin th vic qung co trn truyn hnh a phng ny l nn lm. * Bn hng c nhn: khuyn khch bn hng c nhn v n l hot ng thit thc trong hn hp cc hot ng truyn thng v khuyn mi v n nhm trc din vo vic kch thch hot ng bn hng ho v dch v ca doanh nghip. Hot ng ny mang nng tnh chng trnh tc nghip ngha l y l mt hot ng ht sc c th, chi tit, ht sc uyn chyn v a dng ng thi mang li hiu qu tc thi. i vi khch hng cng nghip hot ng ny rt thit thc, gip cho cng ty m rng th trng ny. V th, cng ty nn tuyn mt s lng kh cc nhn vin bn hng c nhn c nng lc. Trong mi trng hin nay, Cng ty nha cao cp Hng khng nn tp trung vo nhng i tng sau: - Cc trung gian trong chui phn phi nh l mi gii, nh xut khu, nhp khu, bn bun v cc i l. - Khuyn khch bn hng cho cc a im bn hng. - Khuyn khch bn hng thng qua ngh thut trng by hng ho. Cng ty c th p dng cc hnh thc bn hng cho khch hng cng nghip nh sau:

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* Cho php khch hng i li hng v tr li hng Khi p dng phng php ny mc tiu l gy tin tng ca khch hng v cng ty v c bit to cho h c cm gic cng ty phc v rt tt, rt c uy tn, khi hng ho ca cng ty lm cho khch hng cm thy cha tt th lp tc c th i li. * Bo him ri ro hng ho: p dng phng php ny s to c hnh nh tt trong con mt khch hng, lm cho khch hng cng nghip c cm gic cng ty l mt bn hng ht sc tuyt vi, gip cho cng c c c nhiu khch hng trung thnh. 1.2. Hon thin knh phn phi Vi mc tiu c gng khai thc th trng cc khch hng cng nghip vic cng c th trng hin ti v m rng kh nng phn phi l mt iu rt cn thit tuy nhin mun lm c iu ny Cng ty cn phi hon thin li h thng knh phn phi. Sau y mt s kin hon thin h thng knh phn phi: - Duy tr ngy cng nng cao cht lng ca i ng bn hng c nhn phc v khch hng cng nghip. - Tham gia tch cc hn cc siu th trn ton quc do 40% sc mua ca ngi tiu dng tp trung cc siu th. - t thm cc chi nhnh cc khu vc xa nh min Trung, cc tnh, thnh ph khc. - Khuyn khch cc trung gian bng chnh sch hoa hng, chit khu, thng to nn mi quan h tt p. - Vic hon thin knh phn phi cn phi pht trin v chiu su v chiu rng ca knh, c bit cn to c mi quan h gia Cng ty vi cc trung gian. 1.3. Xy dng cc chnh sch gi linh hot Chnh sch gi l mt yu t gp phn quan trng tc ng n tm l ca khch hng cng nghip. Gi c l mt c trng ca sn phm, bi vy khi cc

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khch hng cng nghip mua cc sn phm khc lp ghp cho cc chi tit cho sn phm ca mnh, nu gi c ph hp th vic bn sn phm ca cc khch hng ny ra th trng cng s c ph hp hn, vy vic xc lp gi ng n, phng php x l gi linh hot l mt iu kin dn n thnh cng trong cnh tranh. i vi nhng th trng nha hin nay, gi c l mt cng c s mt cnh tranh. Tuy nhin gi c chu s tc ng ca v vn cc nhn t nn cng ty cn phi nghin cu tm ra c nhn t no l nhn t chnh c cc mc gi thch hp cho sn phm trong nhng khong thi gian thch hp nht nh. Gi bn cha chc cao hn gi thnh. Gi cao khch hng kh chp nhn bi th cng ty c th bn mc gi h hn so vi th trng, khch hng bit c s n mua ngy cng nhiu, khi to c uy tn th vic iu chnh gi tr nn d dng. Vy mun h gi thnh m vn m bo c sn xut kinh doanh cng ty cn: + Gim chi ph ti a c th c bng cch s dng ht cng sut my mc thit b, nng cao nng sut lao ng. + Cng ty c th h gi bn gin tip bng cch khng ngng ci tin nng cao cht lng sn phm. + Thng xuyn kim tra tnh hnh tiu hao mc nguyn liu c phng php iu chnh ph hp. + a ra nhng ch khen thng thch hp khuyn khch cn b cng nhn vin chc cng ty thi hnh nhng ch th ca ban lnh o. + Cng ty cn s dng chnh sch gi phn bit khai thc trit nhng nhu cu khc nhau. mc d vy, i vi khch hng Cng nghip vic s dng chnh sch gi phn bit khng to c hiu qu. + i vi sn phm mi, tu theo chin lc nh v m xc nh.

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+ Mt mc gi hp l gip cng ty c th t c mc tiu l chng li nhng phn ng ca th trng.

2. Xy dng k hoch tiu th v k hoch chim lnh th trng v m rng mng li tiu th.
Cng ty nha cao cp Hng khng l mt thnh vin hch ton c lp vi ngnh hng khng dn dng, ngun lc ca cng ty th nh nn vn tiu th sn phm c nhiu hay c tnh cht sng cn i vi cng ty. V vy cng ty cn phi c k hoch tiu th sn phm t hng ti vic chim lnh th trng v ngy cng m rng mng li tiu th. Khch hng cng nghip h cn cng ty l sn phm cht lng cao, gi c ph hp v hnh nh uy tn ca cng ty nn mun xay dng k hoch tiu th v k hoch chim lnh th trng i vi khch hng cng nghip vic nn lm l hon thin nhng sn phm hin ti nng nhng sn phm ny ln mt mc cao hn vi nhiu cng dng tnh nng hn. Do cng ty nn nghin cu v pht trin quy trnh hon thin nhng sn phm hin ti nh sau:

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Marketing cng nghip

S s 5: Quy trnh nghin cu v pht trin hon thin nhng sn phm hin ti ca cng ty Nha cao cp Hng khng + Nghin cu cc sn phm nha trn th trng + Nghin cu nhu cu khch hng (C nhn n v trong cng ty hoc mua bn quyn)

tng hon thin sn phm

Phn tch cc cng on hon thin v tc dng ca n km theo bn v phc tho

Phng marketing

Nghin cu li v xem xt, ph chun

Gim c trng phng k thut + cng ngh + marketing

Lp nhm d n v lp k hoch thc hin

Phng Marketing + P.K thut + K hoch + P. Cng ngh+ K hoch

Hon thin v kim tra li

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Marketing cng nghip

(Kt thc)

Thm nh v ph duyt

Nhm d n Gim c+ Trng phng Marketing, cng ngh, k hoch, k thut, cng ngh + cc nh nghin cu marketing

- Tnh ton CPSX - Xy dng tiu chun thnh phm - D kin c im tnh hnh phn phi

+ Cn i nng lc thit b v cc yu t sn xut + Lm vic vi nh cung ng khun mu, NVL

+ Thit k bao b, nhn mc + ng k bn quyn

+ Lm vic vi nh cung ng khun mu, NVL Nhn khun mu, NVL hon thin li sn phm qua sn xut Kim tra sn phm c hon thin + Tnh ton gi thnh + Nghin cu th trng tung sn phm mi ra th trng + D bo sn phm tiu th c v s lng sn phm cn sn xut Kim tra li doanh s tiu th v s tho mn ca khch hng i vi sn phm c hon thin. Phng k thut + Phn xng, Gim c + cc trng phng Phng marketing + Phng Ti chnh+ Phn xng sn xut

Phng marketing + Gim c

Tng s lng v m rng th trng Pht trin sn phm ny mc cao nht

GVHD: TS. Nguyn thnh Nhn rt Bo co nguyn nhn Vn cng v

kinh nghim

Phng marketing + Ban d n

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Marketing cng nghip

Cng ty cng cn lp mt k hoch tiu th sn phm c hon thin v nhng sn phm c u th ca cng ty trn th trng chim lnh c th trng. M mun chim lnh c th trng th cng ty phi dn dn chim lnh tng on th trng mt. Mun vy vic cn lm cho vic lp k hoch chim lnh th trng nh sau:

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Marketing cng nghip

S 6: Quy trnh lp k hoch chim lnh th trng. Nghin cu th trng khch hng cng nghip Chia nh v la chn cc on th trng c chia (ph hp vi ngun lc cng ty) Xc nh cc i th cnh tranh hin ti v tim n

Lp k hoch, chin lc chim lnh on th trng

Xem xt, kim tra li bn k hoch

Ph chun

C ngi qun l c nng lc v kh nng thch ng vi mi trng ny

Thc hin k hoch

Cc chnh sch marketing

Marketing mix

Chin lc sn phm

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Marketing cng nghip

Xy dng mng li tiu th ca cng ty l phn quan trng ca k hoch chim lnh th trng, cng ty cn phi c cc chi nhnh i din ca mnh tng on th trng thun li cho vic tip xc vi cc khch hng cng nghip, gip cho khch hng cng nghip hiu r hn v sn phm ca cng ty khi bn cnh h lun lun c i din ca Cng ty cng gip cho h yn tm. V. Kin ngh Vn sn xut nguyn vt liu Nha trong ngnh Nha hin nay rt cn thit, nht l khi chng ta ra nhp CEPT, AFTA khi mi doanh nghip ngnh Nha u chu s canh tranh ca cc doanh nghip Nha trong khu vc, nu vic t sn xut c nguyn vt liu Nha thnh cng, th gi sn phm Nha s gim to li th cnh tranh cho cc doanh nghip Nha Vit Nam. L mt trong nhng n v ng u ca ngnh Nha Vit Nam (Cng ty Nha cao cp Hng Khng), bi th Tng Cng ty Nha bi th Cng ty Nha cn to iu kin cho Cng ty pht trin trong mi iu kin nng sc mnh cho ngnh Nha Vit Nam ni chung khi gia nhp CEPT, AFTA.

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Marketing cng nghip

kt lun

Trong kinh doanh, ai mun tn ti phi bit nhn xa trng rng v tm ra hng i tip theo cho mnh l mt i hi tt yu i vi mi doanh nghip. Mt trong nhng thch thc m cng ty hin ang pah i mt l chin lc sn phm cho khch hng cng nghip v l tng lai ca Cng ty. Tuy nhin khng phi d rng m cng ty t trong lnh vc ny, n i hi hot ng nghin cu, pht trin , marketing v t chc thc hin nghim tc, chnh xc. Vi Cng ty Nha cao cp Hng khng, chin lc sn phm cho khch hng cng nghip v cng quan trng, Cng ty t c nhng thnh cng nh vo chin lc sn phm dnh cho khch hng cng nghip. Tuy nhin, Cng ty cn phi ch trng hn na v chin lc sn phm cho khch hng cng nghip bi chin lc sn phm c nhiu phng php khc nhau, mi khu l mt mt xch ca ton b qu trnh thc hin chin lc sn phm. Bc u t khu mc tiu chnh sch sn phm cng ty ra mc tiu t chin lc sn phm s dc thc hin trn c s nhng mc tiu ny. Khi xc nh c mc tiu ny vic pht trin danh mc sn phm, cng c nhn hiu, thc hin i mi sn phm, hon thin chnh sch bao b v dch v cho khch hng cng nghip, xc nh chin lc marketing cho tng nhm sn phm cho chu k sm sn phm. Nu cc bin php dnh cho mi khu ca qu trnh thc hin chin lc sn phm c gii quyt tt kt hp vi chin lc marketing - mix mt cch ph hp vic em li hiu qu s c thy r.

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Marketing cng nghip

Mc lc
Li m u.........................................................................................................1 Chng I. Khi qut v marekting v chin lc sn phm trong hot ng kinh doanh............................................................................................2 I. Khi qut v marketing.................................................................................. 2 1. Marketing - mix..............................................................................................4 2. Chnh sch sn phm......................................................................................5 II. Marketing cng nghip v chin lc sn phm cho khch hng cng nghip . .5 1. Khi qut v khch hng cng nghip v marketing cng nghip..................5 2. Sn phm cng nghip v tm quan trng ca chin lc sn phm trong marketing cng nghip..................................................................................................7 3. Chin lc sn phm trong marekting cng nghip.......................................8 Chng II. Tng quan vThc trng v Cng ty Nha cao cp Hng khng I. Lch s hnh thnh v pht trin ca Cng ty..................................................9 II. Thc trng hot ng sn xut kinh doanh ca cng ty...............................10 2.1. nh hng pht trin ca cng ty.......................................................10 2.2. Khch hng...........................................................................................12 2.3. Kt qu hot ng sn xut kinh doanh................................................13 III. Sn phm cho khch hng cng nghip......................................................15 3.1. Nhng khch hng cng nghip ch yu..............................................15 3.2. Chng loi sn phm............................................................................16

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Marketing cng nghip

IV. C hi th trng ca Cng ty Nha cao cp Hng khng thch thc v e da 1. Nhng c hi th trng, thch thc v e do m Cng ty phi i u....17 2. Chin lc sn phm cho khch hng cng nghip.................................18 2.1. Mc tiu ca chnh sch sn phm cho KHCN..............................18 2.2. Pht trin danh thu sn phm...........................................................19 3. Cng c chnh sch nhn hiu...................................................................20 4. Thc hin i mi sn phm cho khch hng cng nghip....................20 5. Hon thin chnh sch bao b v dch v khch hng cng nghip........22 6. Xc nh cc chin lc marketing cho tng nhm sn phm theo giai on chu k sng ca sn phm theo cc giai on trong chu k sng ca n.............23 V. Mt s gii php h tr nhm hon thin chin lc sn phm cho khch hng cng nghip.......................................................................................................23 1. Cc b phn khc ca marketing - mix.....................................................23 1.1. Chnh sch xc tin khuych trng.................................................23 1.2. Hon thin knh phn phi.................................................................25 1.3. Xy dng cc chnh sch gi linh hot...............................................26 2. Xy dng k hoch tiu th v k hoch chin lnh th trng v m rng mng li tiu th...................................................................................................................27 V. Kin ngh.....................................................................................................32 Kt lun33

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