TRNG I HC KINH T HU

HC PHN MARKETING QUC T-N03

GING VIN: NGUYN NH PHNG ANH
NHM 6

BI TIU LUN NHM:

CHIN LC MARKETING CA UNILEVER TI TH
TRNG VIT NAM, S THNH CNG V BI HC KINH
NGHIM CHO DOANH NGHIP.

PHN I: TNG QUAN......................................................................3

1.1. Tng quan v tp on Unilever...................................................3
1.2. Tng quan v Unilever Vit Nam..................................................3
1.3. c im th trng hng tiu dng ti Vit Nam..........................8
PHN II: MC TIU V BIN PHP CA CHIN LC CNG
TY RA..........................................................................................11
2.1 mc tiu ca chin lc.................................................................13
2.2 cc gii php m cng ty ra thc hin chin lc ca mnh....14
PHN III . PHN TCH CHIN LC........................................15
3.1. c s hnh thnh chin lc......................................................15
3.1.1. xc nh mc tiu ca cng ty..................................................15
3.1.2. Xc nh cc kh nng vt tri v cc hot ng to gi tr ca
cng ty.................................................................................................15
3.1.2.1 Kh nng vt tri ca cng ty............................................15
3.1.2.2 Phn tch mi trng kinh doanh ca cng ty......................19
3.1.3 Hnh thnh chin lc.................................................................23
3.2. Tnh hnh thc hin v kt qu ca chin lc ca cng ty
Unilever...............................................................................................23
3.2.1 Tnh hnh trin khai thc hin chin lc ca cng ty................24
3.2.1.1 chin lc v gi(price)......................................................25
3.2.1.2 chin lc v sn phm(product)........................................26
3.2.1.3 chin lc v phn phi( place)..........................................29
3.2.1.4 chin lc v xc tin( promotion).....................................30
3.2.2 Kt qu thc hin chin lc......................................................34
PHN IV. B QUYT THNH CNG CA CNG TY V BI
HC I VI CC DOANH NGHIP VIT NAM.....................36
2

4.1. B quyt thnh cng....................................................................39

4.1.1 Thch nghi ho cc sn phm ca cng ty vi th trng Vit Nam
4.1.2. Mt chin lc kinh doanh di hi v bn b kt hp vi nn ti
chnh cng ty vng mnh.....................................................................40
4.1.3 Bit mnh, bit ngi..............................................................41
4.2. Bi hc i vi cc doanh nghip Vit Nam..............................42

I.

TNG QUAN:
1.1.Tp on Unilever

Unilever l mt tp on ton cu ca Anh v H lan, ni ting

th gii trong lnh vc sn xut cc sn phm tiu dng nhanh
bao gm cc sn phm chm sc v sinh c nhn v gia nh,
thc n, tr v ung t tr. Cc nhn hiu tiu biu ca
Unilever c tiu dng v chp nhn rng ri trn ton cu nh
Lipton, Knorr, Cornetto, Omo, Lux, Vim, Lifebouy, Dove,CloseUp, Sunsilk, Clear, Ponds, Hazeline, Vaseline, vi doanh thu
trn hng triu cho mi nhn hiu v ang chng t
Unilever l mt trong nhng cng ty thnh cng nht th gii
trong lnh vc kinh doanh chm sc sc khe ca ngi tiu
dng (Personal care) .Cng vi Protocol & Gambel (P&G)
Unilever hin ang thng tr khp th gii v cc sn phm ny.
L mt cng ty a quc gia vic m rng kinh doanh v t
nhiu chi nhnh trn th gii chim lnh th trng ton cu l
mt trong nhng mc tiu ca Unilever.
3

1.2. Unilever Vit Nam

Unilever Vit Nam c thnh lp nm 1995 cng l mt bc
i trong chin lc tng th ca Unilever.
Unilever Vit Nam thc cht l tp hp ca ba cng ty ring
bit : Lin doanh Lever Vit Nam c tr s ti H Ni, Elida P/S ti
Thnh ph H ch Minh v Cng ty Best Food cng t ti thnh
ph H Ch Minh.
T nm 1995 n nay Unilever u t khong 120 tiu USD
trong 3 doanh nghip ny, iu ny c th hin trong bng sau:

Cng ty

Lin doanh Lever

Tng vn
u
t ( Triu
USD)

Phn vn
gp
ca
Unilever

56

VN (1995)
LD Elida P/S
Unilever Bestfood
VN( 1996)

17.5

37.1

Lnh vc hot

im

ng

66.66%

H
Ni
HCM

100%

HCM

Chm sc rng
ming

HCM

Thc phm,
kem
v cc ung

100%

Chm sc c
nhn, gia nh

Unilever Vit Nam hin nay c 5 nh my ti H Ni, C

chi,Th c v khu cng nghip Bin Ho. Cng ty hin ti c h
thng phn phi bn hng trn ton quc thng qua hn 350 nh
4

phn phi ln v hn 150.000 ca hng bn l. Hin nay cng ty t

mc tng trng khong 35-40% v tuyn dng hn 2000 nhn vin.
Ngoi ra cng ty cn hp tc vi nhiu nh my x nghip ni a
trong cc hot ng sn xut gia cng, cung ng nguyn vt liu sn
xut v bao b thnh phm. Cc hot ng hp tc kinh doanh ny
gip Unilever Vit Nam tit kim chi ph nhp khu h gi thnh sn
phm, tng cng sc cnh tranh ca cc sn phm ca cng ty
ti th trng Vit Nam,ng thi cng ty cng gip cc i tc
Vit Nam pht trin sn xut, m bo thu nhp cho cc nhn vin
v to thm khong 5500 vic lm.
Ngay sau khi i vo hot ng nm 1995, cc sn phm ni
ting ca Unilever nh Omo, Sunsilk, Clear, Dove, Ponds,Close-up,
Cornetto, Paddle Pop, Lipton, Knorr.. cng cc nhn hng truyn
thng ca Vit Nam l Viso, v P/S c gii thiu rng ri v
vi u th v cht lng hon ho v gi c hp l ph hp vi ti
tin ca ngi tiu dng Vit Nam cho nn cc nhn hng ny
nhanh chng tr thnh nhng hng ho c tiu dng nhiu nht ti
th trng Vit Nam v cng vi n cng ty Unilever nhanh
chng c li v thu c li nhun khng nh trn th trng Vit
Nam. Trong lin doanh Lever Vit Nam, H ni bt u lm n
c li t nm 1997, tc l ch sau 2 nm cng ty ny c thnh lp.
Cng ty Elida P/S cng lm n c li k t khi n c thnh lp t
nm 1997. Best Food cng rt thnh cng trong vic a ra c
nhn hiu kem ni ting v c ngi tiu dng hoan nghnh nm
1997 l Paddle Pop (Sau ny nhn hiu ny c chuyn nhng
5

cho Kinh ca Vit Nam) v cng ty m rng sang kinh doanh

mt hng tr Lipton, bt nm Knorr, v nc mm Knorr- Ph
Quc V cng ty ny hin ti cng ang hot ng rt c li.
Tnh trung bnh mi nm doanh s v li nhun ca Unilever
Vit Nam tng khong 30-35%/ nm k t khi cc d n ca cng ty
i vo hot ng n nh v c li. Nu nm 95 doanh s ca cng
ty l 20 triu USD, nm 96 doanh s ca cng ty l 40 triu USD th
n nm 1998 doanh s ca cng ty l 85 triu USD v tnh n
ht nm 2002 th doanh s ca cng ty l khong 240 triu USD.
Vi tc tng trng chng mt nh vy Unilever Vit Nam v
ang chng t rng mnh l cng ty nc ngoi thnh t nht Vit
Nam hin nay.

Home Care

Personal Care

Food Stuffs

1. Comfort: Nc x
lm mm vi
2. Bt git:
+ Omo
+ Omo Matic
+ Viso
3. Ty ra:
+ Sunlight
+ Vim

1. Du gi
+ Clear
+ Lux
+ Organics
+ Sunsilk
+ Pond
2. Du x:
+ Sunsilk
3. Kem dng da
+ Pond
+ Hazeline
+ Vaseline
4. Bn chi v kem
nh rng
+ Close up
+ P/S
+ Bn chi C-up
+ Bn chi PS
5. X phng tm v
sa tm
+ Lux
+ Dove
+ Lifebouy

1. Tr:
+ Suntea
+ Lipton
+ Cy a
2. Thc phm
+ Cho tht heo n lin
Knorr
+ Vin sp tht b Knorr
+ Nc mm Knorr - Ph
Quc

Bng 1.2: H thng cc sn phm ca cng ty:

"Ngun : Phng marketing cng ty Lever Vit Nam"
Ngoi cc hot ng kinh doanh Unilever Vit Nam cng tch
cc ng gp vo cc hot ng x hi, nhn o v pht trin cng
ng. Hng nm cng ty ng gp khong 2 triu la vo hot
ng pht trin cng ng ti Vit Nam v cng ty vinh d c
nhn bng khen ca th tng chnh ph nc ta v c thnh
tch trong sn xut kinh doanh v cc hot ng x hi, nhn o,
gio dc, gio dc sc khe cng ng.
1.3. c im th trng hng tiu dng ti Vit Nam
7

Mt nh qun l ca mt cng ty nghin cu th trng, c tm

nm lm vic ti Vit Nam, nhn xt rng ngi tiu dng y c
nhiu im khc vi cc nc ng Nam . Chng hn nh trong
lnh vc thi trang, trong khi dn Singapore, Malaysia v Hng
Kng thch th hin mnh qua trang phc c o, ngi Vit li ch
n thng hiu chng t mnh ang trong mt nhm, mt
tng lp no . ng cng cho rng ngi Vit rt ch trng n
vic ngi khc nh gi mnh nh th no. iu ny t nhiu nh
hng n quyt nh tiu dng ca h.
Ngi Vit Nam d chp nhn nhng g l mi m v c quan im
cch tn, c thi cho n nhng ci mi min l nhng ci mi
ny ph hp vi cch sng, cch t duy ca h.H thch tiu dng
nhng sn phm mi, lun mi th cng tt vi cht lng ngy
cng c nng cao, thm ch khi h cha bit n mt sn phm
no . Ngoi ra, s thch ngi Vit Nam rt a dng, rt ph hp
vi cc chng loi sn phm phong ph, ngi Vit Nam khng
thch hn mt mu sc no ring bit, nh Trung quc a mu
nh l mu ca s hnh phc, ngi Vit ni chung l a dng
khng c s bi tr mt ci g lin quan n thm m, tr nhng
trng hp c lin quan n thun phong m tc ca h
am m hng tiu dng nhanh (FMCG)
Xu hng ln nht trong th trng FMCG l phn ng gay gt vi
cc sn phm khng r xut x v nguy c lin quan n sc khe.
V vy, an ton thc phm, nh ngy ht hn, thnh phn, v ngun
gc cc thnh phn v sn phm, cng nh t chc chng nhn y t
s tr thnh mi quan tm hng u.
8

Mt s thay i t t ang din ra trong phn b chi tiu ca ngi

tiu dng Vit Nam i vi cc sn phm thuc nhm hng th v
sc p, sc khe v tin li. S tin li ang c ti nh ngha,
n khng ch cn l lin - ngay lp tc hoc sn sng m cn l
d s dng, khin cuc sng ca ti thoi mi hn v vui v hn
v tit kim thi gian di p lc thi gian.
Xu hng mi ny c th hin trong th trng thc phm ni m
s tiu th thc phm ti sng ang dn chuyn sang hp vi
bao b tin li hn v s pht trin v bo ca ngnh cng nghip
thc phm.
Nhng sn phm lin quan n sc khe nh tr v sa ch bin sn
ang dn u danh sch cc mt hng FMCG pht trin nhanh nht
nm 2008. Trn 80% ngi tiu dng ni rng ti sn sng tr
nhiu tin hn cho cc sn phm tt cho sc khe, iu m ngy
cng tr nn c ngha hn sau nhng v b bi ca cc sn phm
Trung Quc gn y.
p ng vi ngi tiu dng tr nhng i hi cao hn v tinh t
hn, th trng cng ang thay i trong nhng xu hng sc p v
hng th. Cc sn phm chm sc da v trang im vn ang pht
trin v tr thnh mt phn quan trng trong phn b chi tiu ca
ngi tiu dng mc cho lm pht tng ln. Gn 9/10 ngi tiu
dng tr li rng h sn lng mua cc sn phm cht lng cao
d rng chng t hn!.
Ngi tiu dng ang ng trc nhiu la chn nn nhu cu ca h
cng s tip tc m rng. Chng hn, i vi cc xu hng sc
khe, sc p v tin li, chng ta s thy rt nhiu nhu cu: nhu cu
9

thin nhin, ph n ang tm kim nhng sn phm c cc thnh

phn thin nhin, nhng tri nghim th rp hn l iu g du
dng v chc chn.
Ngc li, vn tn ti khao kht mnh m i vi cng ngh hin
i bo m t c kt qu, to ra nhng sn phm c ngun
gc thin nhin, mang n cm gic an ton, trong khi vn cung cp
sn phm c cht lng bng cng ngh hin i.
Cc sn phm a chc nng cng c n nhn v chng nh vo
nhu cu tin li v nghe c v c ch. Cc sn phm t cc thng
hiu cao cp ang c nh gi cao v chng bo m tnh hiu qu
ca sn phm, trong khi tng gp i nim t ho/hnh nh x hi
i vi ngi tiu dng ca mnh.
Nm 2011, kinh t th gii suy gim, tc ng mnh n kinh t v
th trng bn l Vit Nam. Ch s lm pht cao ngay t u nm,
cng vi nhng du hiu nh li sut ngn hng tng mnh, t gi
VN/USD v gi vng bin ng, doanh nghip kht vn, sn xut
tr tr, lao ng khng vic lm gia tng nh hng n lng
tin ngi tiu dng.
Nhng kh khn trn tc ng khng nh n cc nh bn l
Vit Nam v h phi xoay x i ph vi nhng th thch
ngay t nhng thng u nm, ng Phan Th Ru, Ch tch Hip
hi cc nh bn l Vit Nam a ra nhn nh khi qut tnh hnh th
trng bn l ni a, ti Hi tho Th gii v Vit Nam: D bo
2012 do Vietnam CEO Corp phi hp cng Bo Din n Doanh
nghip v Tp ch Doanh nhn t chc, ngy 17/12.
Theo ng Nguyn Thi Dng, Ph tng gim c Cng ty TNHH
TMDV Siu th Big C, h lu ca lm pht ca Vit Nam qu cao,
bo mn sc mua ca ngi dn, thm vo xu hng tit kim
10

cng tc ng n tiu dng. C th, mc tng trng tiu dng sau

khi tr i yu t tng gi, nm 2010 l 14%, nhng nm 2011 ch l
4%. Do , kh nng tng trng tiu dng 2012 l rt kh khn.
Tuy nhin, cn c vo nhng con s c th, ng Ru cho hay dung
lng th trng vn t quy m kh. Kt thc nm 2011 c th t
mc 85-86 t USD, ng gp 15-16% GDP, bng 80-85% tng sn
phm quc ni.
Vi nhng c trng ca th trng Vit Nam nh vy th Unilever
c nhng chin lc marketing nh th no xm nhp th
trng v t c nhng thnh cng nh hm nay. Phn di y
s gip lm r hn v chin lc ca tp on ny ti th trng Vit
Nam.

II.

MC TIU V BIN PHP CA CHIN LC MARKETING

M CNG TY RA ( DNH CHO CC SN PHM CHM
SC C NHN V GIA NH ):

Mt trong nhng thnh cng ng n nht ca Unilever Vit

Nam khi hot ng ti Vit Nam l vic m rng v khuych
trng cc sn phm ca mnh ti th trng Vit Nam. Ch trong
vng 1 thi gian ngn k t khi cng ty i vo hot ng nm
1995 v tung ra sn phm u tin ca mnh l du gi Sunsilk v
sau l cc chng loi sn phm khc nh OMO, Clear, Vim
Cc nhn hiu ny thc s n su vo trong suy ngh v c
cn nhc u tin khi ngi Vit Nam mua hng ho tiu dng
cho chm sc c nhn v gia nh ny. Cc sn phm ca cng ty
c bit n rng khp trn phm vi c nc v cc chi nhnh,
i l phn phi bn bun, bn l mc ln nhanh chng vi tc
tht ng kinh ngc. Nu nm 1996 khi cng ty ch c khong
hn 30. 000 i l phn phi c bn bun ln bn l trn khp c
11

nc th ch trong vng 5 nm con s ny tng gn gp 5 ln

t ti con s 150.000 n v i l phn phi, hnh thnh nn
mt mng li phn b rng khp trn phm vi quc gia. Sn
phm ca cng ty thc s n vi tay ngi tiu dng trn
phm vi c nc, t nhng ni xa xi ho lnh nht ngi ta
cng bit ti Omo nh l mt sn phm git ty s 1 Vit Nam,
hay l Clear du gi u tr gu hng u Vit Nam.
Doanh s bn ra ca cc mt hng ny cng tng ln khng
ngng ( Khong 30-45%/ nm) v tc tng trng th phn ca
cng ty cng tht ng n tng trng th phn trn 7%/nm. t
c nhng kt qu cng ty c nhng chin lc
marketing trong khong thi gian t khi thnh lp n nm 2005
ca mnh mnh m vi cc mc tiu v bin php rt r rng:

12

2.1. Mc tiu ca chin lc

- Chim lnh khong 50-60% th phn ti th trng Vit
Nam v cung cp cc loi sn phm chm sc c nhn v gia
nh, a cng ty tr thnh ngi dn u trong lnh vc kinh
doanh ny.
- Tc tng doanh s hng nm cho cc loi sn phm ny
hng nm t khong 20-25%.
- Tip cn ti hu ht cc khch hng thuc i tng c thu
nhp trung bnh v chim i a s trong x hi Vit Nam
- Tm cch lm thch nghi ho, Vit Nam ho cc sn
phm ca cng ty
- Lm cho ngi tiu dng cm thy v nh gi

cao

sn phm ca cng ty so vi cc sn phm cng loi trn th

trng.
t c nhng mc tiu ra Unilever Vit Nam
ra rt nhiu bin php thc hin nhm bin cc mc tiu ra
tr thnh hin thc

13

2.2. Cc gii php m cng ty ra thc hin chin lc

ca mnh
- Thc hin chin lc gi ngy cng gim li ko v thu ht
nhiu hn cc khch hng v pha mnh ( C th l vic gim gi
hng lot cc sn phm trong ng k nht l OMO )
- H thng phn phi cc sn phm phi t c tiu chun:
always visble, availble ( Lun lun hin hu, lun lun sn c )
- Sn phm th lun lun phi thay i lin tc nhm thu ht ngy
cng nhiu khch hng, p ng cc nhu cu ngy cng a dng
v nhng nhu cu tim nng ca khch hng.
- Chm sc khch hng chu o.
- Thc hin v li dng trit cc phng tin tuyn
truyn v thng tin qung co thu ht v li ko khch hng (
Qung co trn truyn hnh, bo ch, pan p phch, ti tr cc
chng trnh, pht qa tng khuyn mi .).
Trong cc bin php k trn bin php m cng ty k vng v
tn nhiu cng sc v tin ca nht l vic thc hin cc
chin dch tuyn truyn qung co cho cc nhn hiu ca cng ty.
Cng ty hng gn nh ton b hot ng ca phng
Marketing ca cng ty vo thc hin cng tc ny, coi cng tc
ny l trng tm ca phng Marketing trong nhng nm u cng ty
thm nhp vo th trng Vit Nam.

14

III.

PHN TCH CHIN LC

3.1. C S HNH THNH CHIN LC.

3.1.1 Xc nh mc tiu ca cng ty.
Cng ty Unilever Vit Nam xc nh mt cch r rng trong
bn tuyn b nhim v ca cng ty:

Cng ty Unilever Vit

Nam s c bit n nh l cng ty a quc gia hot ng

thnh cng nht ti Vit Nam v gi tr ca cng ty c o
lng bi: Quy m kinh doanh ca cng ty, sc mnh ca cc chi
nhnh ca cng ty, cc dch v chm sc khch hng hon ho
ca cng ty, li nhun cao hn bt c n v no khc v s phn
phi cc sn phm ca cng ty s lm ci thin iu kin sinh
sng ca ngi Vit Nam .
Nh vy c th thy trong bn tuyn b nhim v ca mnh
cng ty ch ra rng cng ty s l ngi gn b trc tip n
quyn li ca ngi tiu dng ti Vit Nam, v cng ty l ngi
lun theo st theo ui li nhun ca mnh trn c s tho mn
nhng nhu cu ca ngi tiu dng ti Vit Nam.
3.1.2 Xc nh cc kh nng vt tri v cc hot ng to
gi tr ca cng ty.
3.1.2.1 Kh nng vt tri ca cng ty.
L mt cng ty a quc gia v hot ng trong rt nhiu lnh
vc, trong ch yu l kinh doanh v sn xut tiu th cc mt
hng ho m phm v n thc ung. Chnh bi vy khi thm
nhp vo th trng Vit Nam v hot ng vi t cch l
15

cng ty u t trc tip nc ngoi cng ty xc nh r rng

mnh s l nh sn xut v tiu th cc sn phm chm sc c
nhn v gia nh hng u ti Vit Nam. Cng ty c kh nng
vt tri so vi cc i th cnh tranh khc trong vic sn xut
ra cc sn phm chm sc c nhn v gia nh ny ti Vit Nam
v hai l do
Th nht, Bn thn cng ty l ngi nm gi cc cng ngh
ngun trn phm vi th gii v vic sn xut cc sn phm ny.
Th hai, gi nhn cng lao ng v chi ph nguyn vt liu rt r
ti Vit Nam. C hai l do ny lm cho cng ty c th sn xut ra
cc sn phm chm sc c nhn v gia nh c cht lng tt vi
chi ph thp, phc v c i a s ngi dn ti Vit Nam.
y chnh l s kt hp c o v ch c duy nht cc cng ty
nc ngoi mi lm c v h c cng ngh trong khi t nc
chng ta li c nguyn liu v cng nhn r. Vi nhng u th
nh vy cng ty Unilever Vit Nam hon ton c th nh bt
mi i th cnh tranh ca mnh ti Vit Nam v vic sn xut v
tiu th cc mt hng ny.
Nh vy c th thy cng ty t c s cho vic thu c li
nhun bng cch gim chi ph sn xut cho mt n v sn phm
v lm thch nghi ho cc sn phm ca mnh i vi th trng
ni cng ty kinh doanh.
Khi xem xt cc hot ng ch yu ca mnh( primary
Activities) cng ty nhn thy ring cc yu t u vo mc d ti
Vit Nam l r v d kim song vic vn chuyn l gp vn ,

16

ty u t trc tip nc ngoi cng ty xc nh r rng mnh s

l nh sn xut v tiu th cc sn phm chm sc c nhn v gia
nh hng u ti Vit Nam. Cng ty c kh nng vt tri so vi
cc i th cnh tranh khc trong vic sn xut ra cc sn phm
chm sc c nhn v gia nh ny ti Vit Nam v hai l do
Th nht, Bn thn cng ty l ngi nm gi cc cng ngh
ngun trn phm vi th gii v vic sn xut cc sn phm ny.
Th hai, gi nhn cng lao ng v chi ph nguyn vt liu rt r
ti Vit Nam. C hai l do ny lm cho cng ty c th sn xut ra
cc sn phm chm sc c nhn v gia nh c cht lng tt vi
chi ph thp, phc v c i a s ngi dn ti Vit Nam.
y chnh l s kt hp c o v ch c duy nht cc cng ty
nc ngoi mi lm c v h c cng ngh trong khi t nc
chng ta li c nguyn liu v cng nhn r. Vi nhng u th
nh vy cng ty Unilever Vit Nam hon ton c th nh bt
mi i th cnh tranh ca mnh ti Vit Nam v vic sn xut v
tiu th cc mt hng ny.
Nh vy c th thy cng ty t c s cho vic thu c li
nhun bng cch gim chi ph sn xut cho mt n v sn phm
v lm thch nghi ho cc sn phm ca mnh i vi th trng
ni cng ty kinh doanh.
Khi xem xt cc hot ng ch yu ca mnh( primary
Activities) cng ty nhn thy ring cc yu t u vo mc d ti
Vit Nam l r v d kim song vic vn chuyn l gp vn ,

17

chi ph vn chuyn hi cao, mt khc mt s nhng nguyn liu

chnh, cn thit cho lnh vc ho m phm th cc cng ty i tc
ti Vit Nam ca cng ty l cha th sn xut c cho nn cng
ty phi nhp khu.Do cng ty quyt nh t nh my ti
nhng ni gn ni cung cp nguyn vt liu v l ni trung tm (
nh H Ni v TP. HCM ) tin cung cp nguyn vt liu u
vo vi chi ph r. Ngoi ra vi mt i ng cng nhn lnh ngh
( gm c chuyn gia chnh quc v cng nhn k thut gii t
pha cc nh my m cng ty lin doanh ti Vit Nam ) vic sn
xut i vi cng ty cng khng gp nhiu kh khn. Vn
y l lm th no cng ty c th a c sn phm cui
cng ca mnh ra ngoi th trng mt cch nhanh nht v n
tay nhiu ngi tiu dng nht. Do cng ty t trng tm cc
hot ng ch yu ca mnh vo cng tc Marketing sn phm
nhm khuych trng cc sn phm ca cng ty, lm cho cc sn
phm ca mnh tr nn ph bin i vi tt c mi ngi Vit
Nam.
i vi cc hot ng h tr ( Support Activities) vi kinh
nghim dy dn ca mt cng ty a quc gia hot ng lu nm
trn nhiu th trng khc nhau cng ty cng khng gp bt c
kh khn no trong vic qun l ngun nhn lc, pht trin cng
ngh v Mua sm. l im rt thun li cho cng ty v l mt
c s khng nh u th vt tri ca mnh, v cng l c s
hnh thnh chin lc ca cng ty.

18

3.1.2.2 Phn tch mi trng kinh doanh ca cng ty.

Cng ty Unilever tin hnh nghin cu v phn tch mi
trng kinh doanh ca cng ty ti Vit Nam mt cch k cng
lm c s cho vic ra chin lc kinh doanh ca mnh.
Th nht, cng ty nhn thy v chnh tr, Vit Nam l mt
quc gia c s n nh chnh tr rt cao, ngi dn nhn thc,
quan im tt v u t trc tip nc ngoi v coi trng nhng
cng ty ny, cho nn vic xy dng v hnh thnh mt chin lc
kinh doanh lu di ti Vit Nam l hon ton c c s. V mt
lut php mc d lut php ca Vit Nam cn nhiu rc ri, bt
cp gy nhiu s kh hiu cho cng ty, nhng cng ty thy rng
vic u t ca cng ty vo Vit Nam l c s cho n ca
cc quan chc a phng, v ph hp vi lut u t nc ngoi
ti y, cng thm l cng ty s hiu bit nhiu hn v lut u t
cng nh mi trng kinh doanh ti Vit Nam ni chung khi
cng ty tin hnh thu ngi bn x lm vic cho mnh cho nn
khi hnh thnh chin lc kinh doanh vn chnh tr v lut
php i vi cng ty cng khng c vn , tr ngi g qu ln.
Ci duy nht m cng ty phi i ph v cn thn trong lut php
khi xy dng chin lc l cc vn v lao ng v ch i
vi ngi lao ng, bi chnh ph Vit Nam rt quan tm ti vn
ny v cng ty c nhng bi hc v cc cng ty nc ngoi
khc v cc vn ny ti Vit Nam.
Th hai, v vn ho ti Vit Nam cng ty nhn thy ngi
19

Vit Nam l nhng ngi d chp nhn nhng g l mi m v c

quan im cch tn, c thi cho n nhng ci mi min l
nhng ci mi ny ph hp vi cch sng, cch t duy ca h.
H thch tiu dng nhng sn phm mi, lun mi th cng tt
vi cht lng ngy cng c nng cao, thm ch khi h cha
bit n mt sn phm no , vn qung b sn phm ca
cng ty cng khng gp qu nhiu kh khn, bi ngi Vit Nam
rt t m, cng ty khi tin hnh khuych trng, qung co ch
cn kch thch s t m ca h l sn phm y cng s thnh
cng. Ngoi ra, cng ty cn nhn thy s thch ngi Vit Nam
rt a dng, rt ph hp vi cc chng loi sn phm phong ph
ca cng ty, ngi Vit Nam khng thch hn mt mu sc no
ring bit, nh Trung quc a mu nh l mu ca s hnh
phc, ngi Vit ni chung l a dng khng c s bi tr mt
ci g lin quan n thm m, tr nhng trng hp c lin
quan n thun phong m tc ca h. Mt khc, cng ty cng d
nh cng ty s tm hiu v hiu bit nhiu v cc vn ny
nhiu hn khi cng ty thu nhng ngi Vit Nam lm vic v
lin doanh vi cc i tc l ngi Vit Nam. Ti Vit Nam vic
phn chia thnh cc nhm x hi l khng c bi Vit Nam vn
l nc ngho v i theo con ng ch ngha x hi, cho nn
vn i vi cng ty l phc v ng o ngi tiu dng, ch
khng phi bt k nhm ngi no.
Th ba, v mt kinh t, tuyt i b phn ngi Vit Nam

20

c thu nhp trung bnh v thp, khng cao nh mt s nc khc

cho nn khi hnh thnh chin lc kinh doanh ca mnh cng ty
cng gp phi mt s kh khn nht nh, nh xc nh cung cp
cc loi sn phm ca mnh nh th no cho ph hp vi ti tin
ca ngi Vit Nam, cng ty phi gii quyt ng thi c hai vn
cng mt lc l va thch nghi ho sn phm ca mnh vi a
phng, va phi a ra c nhng sn phm c gi r trn th
trng. ng thi cng ty phi c li nhun. y l vn thc
s l kh khn i vi cng ty. Mc d ngi Vit Nam c thu
nhp thp song ng o v nhu cu tiu th cc sn phm ca
cng ty l rt cao, cho nn nng nht, cht b cng ty vn c
th tin hnh cc hot ng kinh doanh ca mnh lu di ti Vit
Nam c v c c li nhun bng cch lm cc sn phm ca
cng ty ph hp vi ti tin ca ngi tiu dng.
Vic hnh thnh chin lc ca cng ty ti Vit Nam cng
khng gp kh khn g v khng h mu thun vi chin lc
kinh doanh quc t ca tng cng ty bi v chin lc chung ca
Unilever trn ton cu l Cp nht tin l v Tch tiu thnh
i.
Tuy nhin, khi tin hnh phn tch mi trng kinh doanh
ca mnh cng ty gp phi kh khn thc s khi m i th chnh
ca cng ty l P&G trn phm vi ton cu cng tin hnh
thm nhp vo th trng Vit Nam vi nhng sn phm ch lc
ca mnh nh l Tide v Pantene,Rejoice, Safeguard, l nhng

21

sn phm cnh tranh trc tip vi cc sn phm m cng ty tung

ra ngoi th trng c v gi c v cht lng sn phm. Bi v
cng nh Unilever, P&G l cng ty a quc gia hng u th
gii, l cng ty ho m phm ni ting nht ca M vi lch s
hng trm nm hot ng, cng ty ny cng c nhng cng ngh
sn xut cc loi ho m phm hng u th gii nh Unilever.
V cng ging nh trn th trng cc nc khc Unilever cng
ang phi i mt vi thch thc rt ln l lm th no cnh
tranh thng li vi cng ty ny. Vi s gia nhp th trng Vit
Nam sm hn l P&G, ng ngha vi n l s hiu bit th
trng Vit Nam su sc hn, mi trng kinh doanh su sc hn.
Vi li th ca ngi i trc cng ty tin rng mnh s ginh
thng li trong cuc chin vi P&G. Mt im na khin cng ty
t tin l s ginh thng li trong cuc chin vi P&G ti th
trng Vit Nam l P&G theo ui chin lc phc v nhng
phn on th trng c thu nhp cao hn, trong khi nh cng
ty phn tch l phn on th trng ny ti Vit Nam khng
nhiu v cng ty th li theo ui chin lc l phc v i a
s nhng ngi tiu dng trong x hi,y l iu m P&G
khng nhn ra ti th trng Vit Nam. Ngoi P&G ra cng ty cn
phi i ph vi rt nhiu cc i th cnh tranh n t Nht
Bn v Hn Quc nh Kao, Double Rich, v cc i th bn
x khc ti Vit Nam nh DASO vi cc thng hiu quen
vi ngi Vit, hay l M Ho, V Dn, v cc cng ty ha m
phm khng chuyn khc ti th trng Vit
22

Nam. Li th ca cc cng ty ny th trng Vit Nam theo nh

cng ty xc nh l s hiu bit th trng su sc, v phc v
c nhng phn on th trng m cng ty khng vi ti c,
tc l h l nhng ngi lp ch trng trn th trng. Tuy nhin
nhng cng ty ny li thiu vn, kinh nghim qun l, thiu
chin lc kinh doanh di hi cho nn khi cnh tranh vi cng ty
trong di hn th u th s nghing v pha cng ty.
3.1.3 Hnh thnh chin lc.
Vi nhng s phn tch cn k nh vy v kh nng ca
cng ty v cc i th cnh tranh, kt hp vi vic phn tch mi
trng u t, kinh doanh k cng v vi chin lc chung ca
Unilever Vit Nam l chin lc cp nht tin l cng ty
t trng tm hot ng ca mnh vo cng tc Marketing v
cng tc th trng. B phn Marketing ca cng ty tin hnh
phn tch, nh gi cc yu t ca mi trng u t, chin lc
chung ca cng ty v trn c s hnh thnh nn chin lc
Marketing ca cng ty
3.2. TNH HNH THC HIN V KT QU CA CHIN LC
MARKETING CA CNG TY UNILEVER.

C th thy qu trnh hnh thnh chin lc Marketing ca

cng ty Unilever Vit Nam qua cc bc k trn l theo trnh t
l-gc hp l, cng ty i qua tng bc t c bn nht hnh
thnh chin lc kinh doanh cp chc nng ca ring mnh.
Chin lc kinh doanh cp chc nng ny l hon ton ph hp

23

vi mi trng Vit Nam v hon ton ph hp vi chin lc

chung ca Tng cng ty, cng nh n cng cho thy cch thc
linh hot m cng ty i ph vi s cnh tranh ngy cng gia
tng trn th trng ca cc loi sn phm ny. Trong kinh doanh
bit ngi, bit ta, trm trn, trm thng Unilever Vit Nam
lm c vic ny cng ty tm hiu rt k cc i th ca
mnh khi ra chin lc kinh doanh ca ring mnh v cng rt
bit mnh ang ng v tr no v u trong ngnh sn xut
trn th trng Vit Nam cng nh trn th trng th gii. Vic
phn tch mi trng kinh doanh ca cng ty ti Vit Nam l kh
chi tit song d sao vic phn tch ny v s hiu bit ca cng ty
ti th trng Vit Nam vn cn phi tip tc c b xung v
hon thin lm cho chin lc m cng ty la chn thc s
bm st vi th trng nhm phc v tt nht ngi tiu dng v
thc hin c mc tiu ca chin lc ra.
3.2.1 Tnh hnh trin khai thc hin chin lc ca cng ty
Trn thc t vic trin khai v thc hin chin lc Chin
lc Marketing mt cch mnh m ca cng ty t khi cng ty
thm nhp vo th trng Vit Nam n gi thc s khin cho
nhiu nh kinh doanh ca Vit Nam phi thc s l kinh ngc bi
tc v quy m ca n. nh gi vic thc hin chin lc
ca cng ty ngi ta c th c nhiu tiu thc nh gi tnh hnh
ny tuy nhin, mt cch khi qut nht vic thc hin Chin lc
Marketing ca cng ty Unilever Vit Nam c th c nh gi
qua 4 ch tiu c th sau:
24

3.2.1 .1. Chin lc v gi c(price):

Vi mc tiu l tip cn i a s ngi tiu dng ngi
Vit Nam v chim lnh cng nhiu cng tt v th phn ca cc
dng sn phm chm sc c nhn v gia nh trn th trng, k
t khi hot ng cho n nay cng ty thc thi chnh sch gi
c mt cch linh hot theo s bin ng ca th trng, theo
chin lc gi ca i th cnh tranh v theo hng gi ngy
cng gim. Theo thng k khng chnh thc ca cng ty th
trung bnh hng nm gi c ca cc sn phm chm sc c nhn
v gia nh ca cng ty gim xung khong 7-9% v c nhng
lc c bit cng ty gim gi ti 30% gi c ca mt loi sn phm
cnh tranh v thu ht ngy cng nhiu khch hng v pha
cng ty mnh. Chng hn i vi vic cnh tranh trong vic
cung cp cc sn phm bt git ra ngoi th trng, trc ng
thi ca P&G gim 20% gi ca sn phm bt git Tide t
14.500VND cho gi 1,5 kg xung cn 11.000 VND lp tc
Unilever Vit Nam tin hnh gim gi cho 1/2 kg bt git
ca mnh t 7.500 VND xung cn c 5.500 VND. y l mt
mc gim gi k lc v theo nh s nh gi ca nhiu ngi vic
gim gi ny ngoi vic cnh tranh ln nhau, cc cng ty cn
mong mun nh bt cc i th cnh tranh khc l cc doanh
nghip Vit Nam trong vic sn xut cc sn phm ny. Gim c
cng ty DaSo Vit Nam cho bit rng cc khch hng ca cng ty
cng ang ch sn phm ca cng ty c gim gi song nu
chiu lng khch hng cng ty s l ngay. V chnh nhng cng
25

ty nh Unilever v P&G

26

khi tin hnh gim gi cng khng h thu c bt c mt

khon li nhun no, tuy nhin ci cng ty t c y l th
phn v nh bt nhng i th cnh tranh ngi Vit, vn
khng th trng vn u tranh trong nhng cuc chin di hi.
y l ch tnh ring cc sn phm l bt git ca cng ty cc
sn phm khc cng c s gim gi tng t, tuy nhin khng
phi l gim gi vi tc khng khip nh th nh cc sn
phm Vim v cc chng loi sn phm du gi u nh Clear,
Lux, organics, Sunsilk, Hazelin ch gim trung bnh hng
nm khong 4.5%. Nhng nhn chung tin gim gi v chim
lnh th trng ca cng ty k t khi hot ng ti Vit Nam ca
Unilever tht l ng kinh ngc v ngoi sc tng tng ca cc
cng ty Vit Nam.
I I I . 2 . 1 . 2 . Chin lc v sn phm(product):
S thnh cng ca cng ty cng l khng th khng k n.
thc hin cc mc tiu ca mnh cng ty lun i mi
sn phm lun cho ra i nhng chng loi sn phm mi v
ci tin sn phm lin tc. Nu nh ngi Vit Nam cha kp
thch nghi vi vic dng Sunsilk trong nhng ngy u cng ty
mi vo Vit Nam th ch trong mt thi gian ngn sau hng
tung ra mt lot cc chng loi sn phm khc nh Clear,
organics, sau l Dove v Lux khin cho nhiu ngi Vit
Nam lm tng rng mi mt nhn hiu sn phm ni trn l
do nhiu cng ty lm ra v nh vy nu khng thch loi sn
phm ny khch hng c th chuyn sang dng loi sn phm
27

khc ca cng ty m khng thc mc g. Cn nhc n cc sn

phm ca Unilever Vit Nam th trong u mi ngi Vit Nam
chc tht ch c bit ch Mi bi v s ci tin trong cc sn
phm ca cng ty tht ng kinh ngc lc no cng thy mi,
cng thy ci tin. Nu nh trn truyn hnh Vit Nam va pht
qung co v mt loi bt git c tn l OMO mi cha c lu
th ch khong 1 thng sau li c thm qung co v mt loi
OMO c ci tin vi cc cng thc c o v cht lng
ngy cng tt hn , iu ny cng ngy cng kch thch ngi
tiu dng dng th cc sn phm ca Unilever v tiu dng chng
vi tc kinh ngc. Nu so snh vi loi bt git ca i th
cnh tranh chnh ca cng ty l Tide th c th thy r c
iu ny, c l ch c mt s b phn, khng nhiu ngi dn
tiu dng sn phm Tide ca P&G v hu ht nhng ngi ti
thnh th khi c hi tiu dng loi bt git g, 60% trong s h
tr li l OMO. i vi cc chng loi sn phm khc ca cng
ty cng vy. Clear vi cc chng loi qu a dng t Clear Bc
h, Clear th gin mi, Clear sum mm, en ng hay nh
b su tp Sunsilk vi Sunsilk b kt, Sunsilk b xung dng
cht vi tinh du Oliu, Tt c iu u chng t nhng n
lc khng bit mt mi ca Unilever Vit Nam trong vic thc
hin nhng mc tiu chin lc ca mnh. Mt v d khc
thch nghi cc sn phm ca mnh vi iu kin v c vn ho,
kinh t ca Vit Nam Unilever cho ra i nhng gi du gi
ch vi gi 500 VND ph hp vi nhng ngi c thu nhp trung

28

bnh v thp Vit Nam. Ngoi ra cng ty cng nhn

thy ph n Vit Nam hay dng b kt gi u v
hng nhu mt loi l thm ph bin ti Vit Nam dng
tm hoc xng hi cng ty cho ra i nhng
sn phm c s kt hp ca B kt l Sunsilk b kt, hay
nh Clear th gin vi thnh phn chnh c hng nhu
Mt s kt hp tuyt vi gia cc sn phm truyn thng
v mnh ca cng ty vi vn ho sng ca ngi Vit.

29

3.2.1.3. H thng phn phi ( place)

Cho n ht nm 2002 cng ty hin ang c khong 350
nh phn phi v hn 150.000 cc ca hng bn bun v bn
l cc sn phm ca cng ty trn ton quc. Mt con s ng
kinh ngc v ng ngha vi n l cc sn phm ca cng ty trn
ngp khp th trng Vit Nam t vng xa xi ho lnh, cho ti
nhng ni tp np nht ca thnh th Vit Nam.
Bng 2.1: S pht trin ca h thng phn phi sn phm
ca cng ty Unilever.
n v: S i l
Nm
Cc knh
phn phi
Nh phn phi ln

1996

1997

1998

1999

2000

2001

2002

57

125

198

250

293

336

350

7.900

9.300

i l bn bun

1.500 3.300 5.050 6.400 7.200

i l bn l

30.000 50.000 64.000 83.000 96.000 120.000 135.000

"Ngun: Phng Marketing cng ty Lever Vit Nam"

Vi 2 mc tiu m cng ty d ra cho h thng Networks ca

30

mnh l lun lun sn c v lun lun hin hu, h thng phn

phi ca cng ty cho n thi im ny t c 2 ch tiu .
Rt him khi no m bn li khng th mua bt c mt sn phm
no ca Unilever ti Vit Nam ngay ti i l gn nh bn nht,
v khng bao gi bn thy ti cc ca hng bn l ca cng
ty m khng p ngay vo mt bn cc sn phm ca cng ty. S
thnh cng trong vic trin khai h thng phn phi ny ca cng
ty ti th trng Vit Nam phi ni n s nng ng ca cc
nhn vin ngi Vit Nam lm cho cng ty, tuy nhin khng th
khng k n s ti tnh trong kinh doanh ca cng ty l s dng
c cc i l phn phi ca cc doanh nghip Vit Nam l i
tc ca cng ty mt cch hon ho m khng gp phi bt k mt
vn kh khn no v nhn s v kin ton h thng phn phi.
Bt c mt chnh sch Marketing no lin quan n h thng
phn phi do cng ty t ra u c cc i l ca cng ty trn
phm vi ton quc thc hin mt cch thng sut v hon ho.
3.1.2.4. xc tin (promotion):
Cng tc qung co cc sn phm ca doanh nghip
trn cc phng tin thng thi i chng. C th ni rng y l
mt thnh cng nht, t c hiu qu cao nht v cng gy
c n tng mnh m nht trong tm tr nhng ngi tiu
dng Vit Nam. Vic qung co cc sn phm chm sc c nhn
v gia nh ca cng ty c tin hnh trn tt c cc phng tin
thng tin i chng. T vic in cc pan, p phch, pht cc t
ri, th ng ca cng ty n cc khch hng ca mnh thng qua
31

mt i ng cc cng tc vin v nhn vin nhit tnh. Tn sut

ca vic in cc t ri k t khi cng ty hot ng ti Vit Nam l
trung bnh khong 2 thng cng ty thc hin vic lm ny trn
phm vi tt c cc thnh ph trn ton quc. Mt con s rt ln,
chng t c tim lc ti chnh cng nh l cc n lc ca cng
ty. qung b cc sn phm ca mnh cng ty Unilever Vit
Nam cn tin hnh thc hin cng tc qung co trn bo i, ti
vi vi tn sut cao, gn nh l lin tc. Chng ta c th thy r
iu ny v nu nh cm trn tay mt cun tp ch hay bo no
ni v tiu dng th trn chc chn c qung co ca cng ty
Unilever v mt mt hng no trong nhm sn phm ny. Hay
nh trn truyn hnh_ trng tm trong qung co ca cng ty_
Cng ty Unilever chia ra lm 2 mng hot ng chnh. Th nht
l thc hin qung co vi tn sut cao cc sn phm ca mnh
trong cc knh truyn hnh ca Vit Nam v cc knh truyn hnh
cc a phng. Bt c mt chng trnh phim truyn v gii tr
no hay th dt khot trc, sau, hoc trong khi xem truyn hnh
khn gi s c xem cc on phim qung co y cng phu,
ti vui v i vo lng ngi xem mt cch nh nhng ca cng
ty Unilever Vit Nam cho cc sn phm chm sc c nhn v gia
nh ca mnh.
Bng 2.2: Nhng nh qung co ca nm 2002 ca i
truyn hnh Vit Nam.

32

Bng 2.2. Nhng nh qung co ca nm 2002 ca i

truyn hnh vit nam

33

Bng 2.3. Qung co ca Unilever qua cc nm

34

Theo thng k ca i truyn hnh Vit Nam v cc nh qung

co ca nm 2002 th ring qung co cc sn phm ca Unilever
chim khong 35% tng thu nhp m i truyn hnh nhn c
t cc hot ng qung co nhiu hn so vi bt c doanh nghip
no qung co trn i truyn hnh Vit Nam, cng nh ca bt c
i th cnh tranh no ca Unilever. Ch ring 4 nhm sn phm
c qung co nhiu nht ca cng ty l Sunsilk, Clear, Lux,
v Omo chim khong 56 t VND trong khi i th chnh ca
cng ty l P&G qung co cho cc sn phm ca cng ty ny ch
t khong 28 t VND. Nh vy trong lnh vc qung co truyn
hnh cng ty Unilever Vit Nam khng c i th cnh tranh, iu
cng l gii d dng l ti sao cc sn phm ca cng ty li
c tiu dng nhiu n vy. Mng th hai khi tin hnh qung
b trn truyn hnh ca cng ty l ti tr cho cc chng trnh vui
chi gii tr trn truyn hnh vi kinh ph ln ti gn 30 t VND,
cc chng trnh liveshows hin ti ang ni ting nht ti Vit
Nam c s ti tr ca cng ty phi k n : chic nn k diu ,
Cc chng trnh ca nhc ca Vit Nam, nh ch nht ( Cng
ty mi thc hin ti tr t 8-2002) Mt ip khc m chng ta
lun cm thy quen thuc khi xem cc chng trnh ny l
chng trnh do Pond, Omo, Clear ng ti tr. iu ny cho
thy s thnh cng ca cng ty trong vic thc hin cng tc qung
co v l mt trong nhng ng lc ch yu gip cng ty t c
tc tng trng v th phn v khin cho ngi tiu dng ngy
cng nh gi cao cc sn phm ca cng ty Ngoi ra cng ty
35

cng rt thnh cng khi ngy cng li ko cc khch hng v pha

mnh bng cch cho h c c hi dng th thng qua cc hot
ng pht qu min ph trn phm vi tt c cc thnh ph ln
ton quc. Cc chng trnh ny c cng ty tin hnh mt
cch u n thng l ngay sau khi tung ra cc sn phm mi v
c ci tin ca cng ty.
Ni tm li, tin trnh thc hin chin lc ca Unilever Vit
Nam c din ra mt cch trnh t v c tin hnh mt cch
bi bn vi mt tc nhanh chng v kh tng tng i vi
cc doanh nghip Vit Nam. Tt c cc cng tc trong tin trnh
thc hin chin lc c tin hnh v phi hp mt cch hon
ho, nhp nhng, hot ng ny h tr v thc y cho cc hot
ng khc ca chin dch vi mt mc tiu chung l thc hin
thnh cng cc mc tiu ca chin lc.
3.2.2 Kt qu thc hin chin lc.
ra chin lc v thc hin cc bin php thc hin cc mc
tiu ca chin lc mt cch nghim tc vi tc cao v sng
to gip cho cng ty Unilever Vit Nam thu c nhng kt
qu khng th tng tng c. Ch trong vng hai nm hot
ng cng ty thu c li. Vi mc li tng trng trung bnh
ca cng ty t trn 40% l mt con s m c ca nhiu
cng ty hot ng ti Vit Nam. Doanh s cho cc dng sn
phm chm sc c nhn v gia nh ca cng ty cng gia tng vi
t l k lc, cng trn 40%/nm. Doanh s ton cng ty Unilever
Vit Nam ni ring tng trng trn 50%/nm vi doanh s cho
n ht nm 2002 ti Vit Nam khong 240 triu USD. V th
phn nh mc tiu ca cng ty ra l chim khong 50-60% th
36

phn v cc sn phm chm sc c nhn v gia nh, cng ty cho

n nay cng t gn t c mc tiu ny hin ti trn th
trng cc sn phm chm sc c nhn v gia nh cng ty hin
chim khong 45% th phn. Con s ny chnh l mt minh
chng r rng nht v vic thc hin thnh cng chin lc
khuych trng sn phm ca cng ty, nh c chin lc ny m
ngi tiu dng ngy cng bit nhiu n cc sn phm ca cng
ty v h cng ngy cng thch tiu dng cc sn phm ca cng
ty.

B QUYT THNH CNG CA CNG TY V

BI HC I VI CC DOANH NGHIP VIT
NAM.

IV.

Trong gn 8 nm hot ng ti Vit Nam Unilever Vit Nam

tr nn ni ting v uy tn trn th trng v cc sn phm ho
m phm, n ung, c bit l trn th trng cc sn phm
chm sc c nhn v gia nh. S thnh cng y l kt tinh ca
cc chin lc kinh doanh ng n, s qun l v kim tra vic
thc hin chin lc kp thi v nhng n lc ht mnh khng
bit mt mi ca cng ty.
Xt v mt trnh t hnh thnh chin lc, cng ty tin
hnh qua 2 giai on: u tin l xc nh s mnh v tn ch
hot ng ca cng ty, sau cng ty tin hnh phn tch kh
nng ca cng ty v mi trng kinh doanh ca mnh. c hai
giai on hnh thnh chin lc cng ty u tp trung mi phn
tch ca mnh hng v ngi tiu dng v tp trung vo khai
thc cc thi quen, tp tc sinh hot v thu nhp ca ngi Vit
37

Nam lm c s ra cc mc tiu v chin lc c th ca

mnh.
Vi mt cng ty a quc gia ln, tng hot ng trn nhiu
quc gia khc nhau cng ty khi tin hnh cc hot ng kinh
doanh ca mnh ti Vit Nam cng ty chng t rng mnh l
mt doanh nghip kinh doanh cc mt hng ho m phm hng
u th gii. Cc sn phm ca cng ty ngy cng c bit n
v tiu dng mnh m ti Vit Nam.

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Khi quyt nh xy dng cho mnh mt chin lc nhm

khuych trng mt cch mnh m cc sn phm ca cng ty,
Unilever tnh n tt c cc tnh hung c th xy ra, tnh n
nh hng ca cc yu t sn xut, ngi tiu dng v c ca cc
i th cnh tranh i vi chin lc ca mnh. Vic quyt inh
a ra nhng bin php thc hin cc mc tiu ca chin lc
ca cng ty hon ton da trn c s ca s phn tch k cng .
Vi gi sn phm cng ty lun ch trng l gim, cng nhiu
cng tt y mnh vic tiu th sn phm v khuynh khch
ngi tiu dng mua ngy cng nhiu sn phm ca cng ty hn.
Vi h thng phn phi th khng c g phi bn nhiu v nhng
g cng ty thc hin c l khng th k ht. T mt doanh
nghip phi phn phi sn phm thng qua cc i l ca cc i
tc Vit Nam cng ty hnh thnh cho mnh mt h thng i l
khng khip , rng khp trn ton quc. Vi cng tc R&D
cng ty tin hnh v u t nhiu tin ca cng ty lun c
mt h thng nhng sn phm ci tin, cht lng cao v dng
cc nguyn liu t trong nc ngy cng nhiu hn, nh ng
vo tm l ngi Vit Nam l mun tiu dng cc sn phm r v
c cht lng cao. Ngoi ra cng ty cng to ra ngy cng nhiu
s la chn cho khc hng bng cch cho ra i nhiu chng loi
sn phm phc v cng mt nhu cu ca ngi dn. c bit vi
cng tc qung b sn phm ca mnh trong cng ng qua cc

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phng tin thng tin i chng cng ty thu c nhng thnh

cng vang di, vic tin hnh tuyn truyn qung co ca cng ty
l da trn c s v nguyn tc l : lin tc khng mt mi, kch
thch s t m v hp dn. Nhng thnh cng ca vic thc thi
cc bin php l vic sn phm ca cng ty trn ngp th
trng v doanh s tng vi tc chng mt.
Ni tm li, vic hnh thnh v thc thi chin lc ca cng
ty Unilever Vit Nam l mt qu trnh s dng nhng kin thc
l lun v chin lc kinh doanh mt cch nhun nhuyn trong
iu kin v hon cnh c th ca th trng Vit Nam. Song
vic thc thi chin lc ny mt cch thnh cng li da trn c
s mt s ch o ng n, nhng bin php chuyn nghip,
lnh ngh ca mt cng ty a quc gia hng u th gii v s
lao ng khng bit mt mi ca cc nhn vin cng ty.
4.1. B QUYT THNH CNG CA CHIN LC
MARKETING CA CNG TY.
4.1.1 Thch nghi ho cc sn phm ca cng ty vi th
trng Vit Nam.
Ti Vit Nam khi cho ra i bt c sn phm no phc v
mt nhu cu no ca ngi Vit Nam, vic u tin Unilever
lm l ngh xem liu sn phm ny s c chp nhn nh th
no ti th trng ny? v liu cng ty c th lm cho cc sn
phm ny tr nn gn gi vi ngi tiu dng Vit Nam hay
khng? S thnh cng ca cc sn phm chm sc tc nh
Sunsilk v Clear l mt trong nhng trit l y ca cng ty. Cng

40

ty bit kt hp cc dc tho dng gi u trong dn gian

Vit Nam nh b kt, hng nhu to nn nhng sn phm
c o. Hay cng ty khai thc s gn gi ca ngi Vit
Nam vi tr xanh m lm nn cc sn phm c tinh cht tr xanh
ring bit ca mnh.
4.1.2. Mt chin lc kinh doanh di hi v bn b kt
hp vi nn ti chnh cng ty vng mnh
Vic thc hin chin lc khuych trng sn phm ca
cng ty khng phi l mt sm, mt chiu nay th khuych
trng rm r, mai th li xt ngm m chin lc ny ca cng
ty c tin hnh mt cch bn b vi tn sut ngy cng cao.
Cng ty tp trung tt c cc n lc ca mnh vo vic thc hin
thnh cng chin lc ny. Chng ta khng th thy mt cng ty
no trong 5 nm lin lin tip dn u trong cuc bnh chn l
nh qung co ca nm ca i truyn hnh Vit Nam. Hay nh
khng mt doanh nghip no c th bn b pht qu min ph cho
ngi tiu dng nhiu n th( Trung bnh c 1,5 thng mt t
trn phm vi ton quc). Tt nhin, tt c nhng vic lm ny ch
c th lm v tin hnh c khi m cng ty c mt nn ti chnh
vng vng, tuy nhin cng c cng ty khc c nn ti chnh vng
mnh nh Unilever cng khng lm c nh vy ( th d nh
P&G ) bi v vic lm ny l con dao hai li, v chi ph qung
co ti Vit Nam i vi cc doanh nghip c vn u t nc
ngoi l rt cao khong 1000 USD/ pht do vy, nu qung co
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qu nhiu m sn phm li khng bn chy th chi ph b y ln

rt ln. Song Unilever vn lm v cn thu c thnh cng rt
ln, v cng ty dm chp nhn mo him. Trong kinh doanh dm
chp nhn mo him cng l mt nhn t khng th thiu quyt
nh n s thnh cng ca cng vic kinh doanh.
4.1.3 Bit mnh, bit ngi
Binh php Tn t ni : bit mnh bit ngi , trm trn
trm thng . thc hin iu ny Unilever t ra rt bit
mnh khi ra nhng chin lc kinh doanh cho ring mnh khi
cng ty tin hnh nghin cu, phn tch ngnh ngh ca mnh
mt cch t m, tm ra kh nng vt tri ca mnh trong vic
sn xut cc sn phm v xc nh mnh s ng v th no
trong vic cung cp cc sn phm ti th trng Vit Nam. Cn
bit ngi nh th no? Cng ty tin hnh phn tch mi
trng kinh doanh quc gia , quc t ca mnh mt cch cn k,
t m, nh gi ng thc lc ca cc i th cnh tranh v xc
nh i th cnh tranh chnh ca mnh v trc tip nht vn l
P&G. Mt s bit mnh, bit ngi hon ho , chnh bi l
doa y cho nn vic chin lc ca cng ty thnh cng cho n
thi im ny khng c g l bt ng c.
S thnh cng ch n vi nhng cng ty hiu bit cn k
mnh l ai? Mnh mun g ? i th nh th no ? C ng s
khng? i ph nh th no ? V hp dn cc khch hng ca
mnh ra sao? Unilever tr li c tt c nhng cu hi .

42

4.2. CC DOANH NGHIP HO M PHM VIT

NAM HC C G T S THNH CNG CA CHIN
LC MARKETING CA CNG TY UNILEVER VIT
NAM.
Hin ti Vit Nam c khong 3 cng ty ln chuyn sn
xut cc sn phm chm sc c nhn v gia nh, cng hng trm
cng ty ln nh hot ng sn xut cc sn phm ny ti cc
thnh ph, th x trn ton quc. Tuy nhin hot ng ca cc
cng ty ny th hon ton manh mn, thiu mt chin lc di
hi v r rng ng thi gp hn ch v mt cng ngh, trnh
qun l, v ci quan trng nht l thiu vn. Cc sn phm ca
cc cng ty Vit Nam hin ti hon ton chu s lp v trc cc
cng ty nc ngoi. Ly mt th d minh chng cho iu ny,
Qua thm d b ti 100 khch hng ti siu th Cora Min ng (
Gn thnh ph HCM), c 80% khch hng khng dng cc sn
phm ha m phm ca Vit Nam v ch c 20% cn li l dng
cc sn phm ho m phm c sn xut trong nc v ca
Trung Quc. Thc ra i vi cc sn phm ho m phm Vit
Nam vic gi ca cc sn phm r cha chc l mt u th.
Nhiu sn phm chm sc c nhn v gia nh ca Vit Nam r
song li gy ra nhiu s ngi ngng t pha nhng ngi tiu
dng, nhng kin i loi nh Cc sn phm chm sc tc c
hn 13.000 khin cho ti nghi ngi khng dm dng th sn
phm ny hay Gi thp qu, ti khng tin tng lm vo cht
lng ca n T
43

c th cho thy vic chp nhn sn phm i vi cc mt hng

ny khng phi c c gi r l c v ci quan trng v mu cht
nht y l cht lng v uy tn. Hay nh cc sn phm bt
git ca Vit Nam qung co vi cc khu hiu Bt git tt
nht ti Vit Nam cng khng c cho n nhiu lm v c
thc mi vc c o ngi tiu dng ch dng th sn phm
ca cc cng ty ny ch mt ln v pht hin n khng c nh
mnh mong mun v nh qung co th l h khng mua na v
th l doanh nghip mt khch hng Ngoi ra ti th trng
cc sn phm chm sc c nhn v gia nh Vit Nam cn c
nhiu cu chuyn v tnh hung tng t nh th. Nhng tu
chung li vn kh khn nht i vi cc cng ty sn xut ho
m phm Vit Nam l cht lng, v ho m phm vn l
nhng mt hng nhy cm n c cho n nhit lit, cng nh
b ty chay hng lot nu nh khng p ng cc tiu chun v
cht lng i vi ngi tiu dng.
Ci kh th hai, c coi l kh khn nht ca cc cng ty
ti Vit Nam l s thiu ht v mt ti chnh. Cc cng ty
cng c th nu ra nhng l do : Ti cng mun lm nh cng ty
Unilever song nu lm nh th th cng ty s l mt v tnh hnh
ti chnh ca cng ty s khng chi c. Tuy nhin ci kh, s
l ci khn, nu khng ch mt n ca Unilever tung ra l
gim gi th cc cng ty ca ta phi cht lun hay sao ? Khng
phi nh vy n chng ta c i sch tt v chin lc kinh
doanh r rng cng thm l chng ta c uy tn i vi cc sn
44

phm ca mnh th chng ta s vt qua nhng ro cn .

Trc s thnh cng ca Unilever trong vic thc hin
chin lc khuych trng sn phm ca mnh. Cc cng ty
Vit Nam v trc mt c th hc hi t cng ty Unilever
nhng bi hc nh
sau:
Ghi nh:
Lun c gng i theo quan im ca khch hng, mi
cng tc, hot ng ca mnh phi lun hng vo khch hng
v tho mn nhu cu ti a ca h.
Thc hin:
+ Lun tm cch nng cao cht lng sn phm, ci tin
sn phm nhm tm cch lm h chi ph, gi thnh, nng cao uy
tn ca sn phm trn th trng trong nc.
+ Tm v thit lp cc knh phn phi ca mnh theo
tiu chun ca Unilever l always visible, always availble.
+ Qung co v xc tin bn hng thng xuyn v
hng mi n lc ca cng ty vo thc hin cng tc ny khi
sn phm c cht lng tt, vic ny ch c ngha khi
cc sn phm ca cng ty c cht lng cao cn nu nh
cht lng km m lm qung co mnh m c khi lm cho
cng ty mt khch hng thm
+ Thc hin chm sc khch hng chu o c trc, trong
v sau khi bn hng.

45