A- GII THIU CHUNG V CNG TY1

1.Qa trnh hnh thnh1

Cng ty Du lch v Tip th GTVT Vietravel c hnh thnh t n v
tin thn l Trung tm Du lch Tip th v Dch v u t GTVT (Tracodi
Tours). Vo nhng ngy u thnh lp (thng 9/1992), Tracodi Tours ch vn
vn vi 10 nhn vin, v hot ng kinh doanh chnh l t chc cho du
khch Nht vo Vit Nam, cung cp dch v v my bay v th tc xut
nhp cnh.

ha nhp vi nn kinh t m ph hp vi ch trng ca ng v

Nh nc, ng trc nhng c hi pht trin mi cng nh phi i mt
vi c ch cnh tranh gay gt chim lnh v nm gi c th phn trong
th trng kinh doanh du lch; Vic tng cng ni lc nng cao sc cnh
tranh tr thnh vn sng cn ca Tracodi Tours. Xut pht t nguyn
nhn v yu cu trn, ngy 02 thng 12 nm 1995, Tracodi Tours pht trin
thnh doanh nghip c lp vi tn gi l Cng ty Du lch v Tip th GTVT
Vietravel thuc B Giao thng Vn ti theo Quyt nh s 4962/ Q/
TCCB L ca B Giao thng Vn ti vi mc ch hnh thnh mt doanh
nghip mnh sc cnh tranh trong nn kinh t th trng y bin
ng.

2.Lnh vc hot ng2

Cng ty Du lch v Tip th GTVT Vietravel, ngoi dch v du lch nh
t chc cc chuyn du lch l hnh quc t v trong nc, vn chuyn khch
du lch, Vietravel cn l mt n v phc v cho s nghip pht trin giao
thng v vn ti ca t nc nh i l v my bay cho Vietnam Airlines
v cho cc hng hng khng khc ca quc t v trong nc, i l vn ti
v xp d, giao nhn hng ha theo y thc ca ch hng, i l v mi gii
hng hi. Vietravel cn m nhn cc chc nng xut khu lao ng, dch v
lu tr, n ung v qu lu nim vv
Qua 11 nm hot ng, cho ti nay Cng ty Du lch v Tip th GTVT
Vietravel xy dng c mt h thng chi nhnh ti cc thnh ph ln
nh: H Ni, Nng, Nha Trang, Qui Nhn, ng Nai, Hu; ng thi vi
vic ang pht trin h thng cc vn phng i din ti cc nc nh Php,
Nht, Thi Lan, Singapore vv
3.Thnh qu qua 6 nm thnh lp 2
Tng s lt khch du lch tng t 4.801 lt khch nm 1996 ln 23.154
lt khch nm 2000 v t c 40.348 lt khch vo nm 2001, vi mc
tng trng bnh qun hng nm l 59,87%. Trong 6 nm, t nm 1995 n
nm 2001, Cng ty Du lch v Tip th GTVT Vietravel t c tng
s khch du lch quc t v trong nc l 95.336 lt ngi. i sng CBCNV ngy cng c ci thin, thu nhp bnh qun mt ngi tng t
930.000 ng/ thng (nm 1995) ln 1.535.000 ng/ thng (nm 2001),
mc tng bnh qun 10,84 %/ nm

Bng vic xy dng phng hng v xc nh ng chin lc kinh

doanh nh a dng ha sn phm, th trng v lnh vc kinh doanh, Cng
ty Du lch v Tip th GTVT -Vietravel khng ngng pht trin nhiu
chng trnh du lch trong v ngoi nc. V pht trin th trng trong
nc c cc chng trnh tour du lch o Xanh (Ph Quc) Tm v Huyn
thoi cao nguyn (Bun Ma Thut) ; trong , c bit c cc chng trnh
du lch ln bin ti Nha Trang v du lch c ng cho bng ti cc gii
bng trong khu vc v th gii nh Seagames 18, 19, 20, Tiger Cup 96,
2000, World Cup 98, Euro 2000, Seagames 2001 vvi vi vic pht trin
th trng ngoi nc, Cng ty Du lch v Tip th GTVT Vietravel cn
m rng cc th trng du lch mi sang M, Php, H Lan, o, , c,
Tip vv
Cng ty Du lch v Tip th GTVT lun ch trng vic nng cao cht
lng dch v du lch vi h thng cung cp dch v n nh v rng khp
vi hng trm i tc trong v ngoi nc bao gm cc hng hng khng,
khch sn, nh hng v phng tin vn chuyn; Cng vi vic nng cao
cht lng dch v, cng ty cng ch trng vo vic nng cao nng sut lao
ng ca CB-CNV bng cch u t, i mi c s vt cht trang thit b,
m cc lp bi dng v nghip v hot ng vv Ngoi ra, Cng ty ang
nghin cu p dng H thng qun l cht lng theo tiu chun quc t
ISO vo cc hot ng qun l kinh doanh cho cc b phn, n v thuc
Cng ty. y l c s Cng ty t nng cao cht lng dch vu, p ng
nhu cu ca khch, l yu t quan trng tng cao hiu qu hot ng v
tng cao doanh thu, li.
Trong hng pht trin nhng hot ng du lch quc t v hp tc quc
t, Cng ty dnh cc khon ngn sch xng ng tham d cc Hi ch

Du lch Quc t t chc ti nc ngoi nh ITB (c), BIT (), FITUR

(Ty Ban Nha), SMT (Php), ATI vv
Bng nhng hot ng v bng uy tn ca mnh, Cng ty Du lch v Tip
th GTVT Vietravel tr thnh thnh vin chnh thc ca cc Hip hi
Du lch Quc t nh JATA (Nht), PATA (Chu Thi Bnh Dng),
ASTA (M), USTOA (M).
Qua nhng c gng vt kh t nhng th thch bc u hot ng
c lp trong nn kinh t th trng y cnh tranh, Cng ty hon thnh
cc nhim v c giao v nhn c nhiu khen thng, trong c:
- Bng khen ca B Giao thng Vn ti v vic hon thnh xut sc nhim
v nm 1997;
- C tng ca B Giao thng Vn ti v thnh tch pht huy truyn thng
5

nm nng ng sng to, xy dng v pht trin n v;

- Bng khen ca Tng cc Du lch v hon thnh tt nhim v nm 1998;

- Bng khen ca Ban Chp hnh Cng on B Giao thng Vn ti v nhng
thnh tch xut sc trong phong tro thi ua yu nc v xy dng tchc
cng on vng mnh nm 1999;
- Bng khen ca Ban Chp hnh Cng on B Giao thng Vn ti v
thnh tch xut sc tham gia Hi din ngh thut qun chng ngnh Giao
thng Vn ti nm 2000;
- C n v thi ua xut sc ca B Giao thng Vn ti tng nm 2000;
- C Cng on c s vng mnh xut sc nm 2000 ca Cng on B
Giao thng Vn ti tng;

- C n v thi ua xut sc ca B Giao thng Vn ti tng nm 2001;

- Hun Chung Lao ng Hng Ba ca Ch tch Nc tng nm 2001.
- TopTen cc n v l hnh nm 2001 Tm li, thnh tu v kt qu c
c ngy hm nay l do c s ng gp ton tm, ton ca tp th CBCNV Cng ty; s quan tm ch o ca Lnh o B Giao thng Vn ti,
Tng cc Du lch v S Du lch TP.H Ch Minh cng nh s h tr ca
chnh quyn a phng v cc Ban ngnh vv c v, ng vin Cng ty
Du lch v Tip th GTVT Vietravel vt qua mi kh khn, hon thnh
mi nhim v, gp phn cng ngnh Du lch a ngnh Du lch Vit Nam
thc s l ngnh kinh t mi nhn, thu nhiu ngoi t v cho t nc .

B- Phn tch v lp chin lc marketing6

I. Phn tch cc yu t nh hng n marketing6
1. Phn tch mi trng vi m, i th cnh tranh6
Hin nay nn du lch Vit Nam ang pht trin mnh m, nhiu
doanh nghip l hnh thnh lp vi nhiu chin lc nhm thu ht ngun
khch cn nhiu tim nng, ni bt l mt s daonh nghip nh
saigontourist, Hng Giang, .
Do trc thuc B giao thng vn ti nn Vietravel c li th v
phng tin vn chuyn, ngoi ra hng cng c s lin kt vi cc nh hng
khch sn trn khp t nc nhm m bo cung ng mt cch tt nht cho
khch hng, nhng y cng l mt im yu ca hng do khng ch ng
c trong vic lp k hoch c th
C h thng phn phi rng khp c nc nh:cng ty vn phng
Vietravel ch Ln, vn phng Vietravel u C, chi nhnh Lo Cai, H Ni,
Hu, Nng.
Mc d c s m bo ca cc nh cung cp nhng bn cnh
Vietravel cng phi i mt vi rt nhiu i th cnh tranh c tim lc
mnh, v th cn phi c chin lc Marketing hp l gip hng c th bt
ph ng ln hng u trong cc hng l hnh.Trc ht ta phi xc nh v
tr ca i th cnh tranh, sau y l mt s nh gi v i th cnh tranh
trc tip:
+Saigontourist :
- C li th bi h thng cc nh hng khch sn do chnh hng xy
dng

- L mt trong nhng hng l hnh xut hin sm nn c c s h

tr ca nhi c quan chc nng cng nh chim c phn th trng tt
- Ngoi ra nhi chin dch qung co ca Saigontourist ph hp vi
th hiu ngi tiu dng: a dng v chng loi nh cc tour xuyn Vit,
tour t chn c bit, du lch sinh thi..
- Cc lnh vc kinh doanh a dng: khch sn, khu du lch, nh hng,
dch v vn chuyn, xut nhp khu, xy dng vn phng cho thu, o to
chuyn ngnh du lch, sn xut v ch bin thc phm.
+Lotus:
-L hng l hnh c vn phng i din ti H Ni
-Ch yu tp trung vo vic t chc cc tourdu lch cho khch on
v khch l, o to chuyn ngnh du lch, c bit cn c kinh doanh sn
xut hng th cng m ngh, hng ny cng ch trng ti vic t chc loi
hnh du lch MICE do c li th H Ni.
2.

Phn tch kh nng ca doanh nghip6

Vit Nam gia nhp WTO to iu kin cho nhiu du khch ti du

lch,thu ht khng t cc nh u t t pha nc ngoi. Nhng iu ny
cng lm cho Vietravel phi i mt vi nhiu thch thc: cc i th mi
xut hin, nhu cu ca khch hng ngy cng cao a dng.
C knh phn phi rng ln v v tr kinh doanh kh thun li l u
th ca hng.
Sn sng p ng tt c cc nhu cu v dch v ca khch hng bt c
thi gian no.
C kh nng lin kt c cc i l trong nc
Tp c nhiu tuor mi thu ht khch, c bit l cc tuor mo him
mi xut hin: nhy d, lt sng, ln bin, leo ni..

3.

Th trng mc tiu6

Th trng mc tiu ca Viettravel bao gm cc khch c tui 28-42

vi thu nhp 700USD n 2000 USD i vi khch trong nc v nc
ngoi i du lch ni ia.
Lm i l bn cho cc tour i nc ngoi du lch vi gi t 800USD
tr ln.
Giai on 2013-2018 s pht trin thm cc tour cho gii tr c thu
nhp hoc mc chi tiu cao.
Giai on 2017-2023 pht trin thm cc tour ngh dng cho ngi c
tui t 55-65.
4.

Cc chin lc marketing c p dng8

T tng chin lc Marketing ca hng l a dng ho sn phm,

vi chin lc khng phn bit thc hin cc chng trnh qung co rm r

cho mi i tng khch hng, vi khu hiu: nh t chc chuyn nghip,
an ton v cht lng l mi quan tm hng u ca chng ti.
Chin lc tip cn khch hng: y l chin lc m theo cng ty
phi t chc c mt kho d liu v nhng khch hng c thu nhp nm
trong on th trng mc tiu v nhng khch hng s dng dch v ca
cng ty. Sau gi cc l th vi ni dung trang trng gii thiu cc tour v
mi khch tham gia. Lu tr thng tin v khch hng, s ln s dng tour,
gi tour kt np thnh vin danh d ging nh nhng g m cc hng
hng khng ca M tng lm.
Chin lc v gi: Gi mc gi cao hn i th cnh tranh 1 vi
nhng duy tr dch v tt nht c th v khng ngng ci thin. S dng gi
u i i vi cc thnh vin lu nm.

 Chin lc xy dng thng hiu: y l chin lc tng hp bao

gm cc hot ng:
o

Xy dng nim tin cho chnh nhn vin ca cng ty rng

Viettravel l mt cng ty ln, cung cp dch v chuyn nghip, xy dng s

t ho v cng ty i vi nhn vin.
o

Xy dng hoc t mua logo v slogan gy n tng vi khch

hng. Lm cho logo v slogan ny tr nn quen thuc. Cho chng xut hin
nhng ni cng cng, bo ch, sch du lch, phng tin truyn thng
o

S dng cc cng c qung co tch cc i vi cc giai on

2020-2023 nhm m rng th trng.

o

S dng cc cng c truyn thng nhm qung b hnh nh ca

cng ty.( ch l qung b khc vi qung co).

II. Chin lc marketing9
1 Mc tiu di hn ca Vietravel9
Mc tiu di hn ca Viettravel l tr thnh thng hiu du lch mnh
nht th trng Du lch Vit Nam sau 15 nm, b xa cc i th cn li nh
Saigontourist, Hng Giang. Sau 15 nm Viettravel s chi phi mt cch
ng k n th trng du lch Vit Nam vi tng doanh thu bng 70%
doanh thu du lch ton ngnh i vi cc tour trong nc v nm 50% th
trng outbound.
2. Mc tiu ngn hn ( c th ha mc tiu di hn).9
Nm nm u tp trung y cao vic chim lnh th trng trong nc
bao gm: t chc cc tour ni a, gia tng uy tn v th phn i vi khch
trong nc (20%/nm)ng thi vn gi c mc tng v th phn khch
du lch quc t vo Vit Nam. To ra s khc bit i vi sn phm du lch
mang bn sc ca cng ty.

 Giai on 5 nm ln 2: Xy dng mt thng hiu mnh, viettravel s

c nhc n nh l biu tng ca du lch Vit Nam, to dng hnh nh
tt v su m vo lng khch hng. To ra tnh chuyn nghip trong vic
cung cp dch v.
Giai on 5 nm ln th 3: l khong thi gian m viettravel tp trung
vo vic chim lnh th trng: Tin hnh st nhp, m rng cc mt kinh
doanh nh khch sn, nh hng, tu thuyn. nhm gim chi ph cng nh
sc p t pha nh cung cp.
* Thc hin chin lc Marketing cho nm 2008 v trong tng lai

Phn on th trng: duy tr cc hnh thc tour hin ti trong

nm 2008 ng thi tp trung nghin cu khai thc 1 s tour trng im

nhm to ra s khc bit. Tp trung cc chin dch marketing vo i tng
khch hng c thu nhp cao, mua cc tour c gi cao ( >10 triu).

Xy dng danh sch cc khch hng trung thnh, th hin s

quan tm nhng khch hng ny bng vic gi th cho khch hng mi khi
c tour mi, khi c khuyn mi, th chc mng vo cc dp l tt. Th hin
s quan tm, thn thin i vi khch hng trung thnh vi cng ty.

Cung cp th gim gi i vi nhng khch hng mua nhiu

tour nht, tham gia cng nhiu tour th cng c u i v gi.

Thnh lp cu lc b du lch thng qua nhng khch hng tch

cc nht, cu lc b ny s thu ht nhiu ngi yu thch du lch v c

nhng nh hng ng k i vi thi , nhu cu i du lch ca nhng
khch hng tim nng v y l nhu cu mang tnh cao cp, v s nh hng
ca 1 cu lc b kiu ny s gy c ting vang cng nh khuych trng
thanh th ca Viettravel. Thng xuyn t chc nhng bui hp mt, ra mt
cc tour mi v u tin cc thnh vin ca cu lc b i th nghim gp

(min ph). Cu lc b ny cn l ting ni phn hi li nhng kin , phn

nn v dch v, iu ny s l yu t quan trng chng ta ci thin cht
lng v th hin s c gng trong vic n lc phc v khch hng.

i vi nhng khch hng mi tham gia c 1 vi ln th cng

thc hin gi th cm n sau chuyn i, t vn tour mi . Nhng mc

thn thin khc vi cc thnh vin lu nm, tuy nhin vn phi to cm gic
c quan tm, tn trng cho khch hng.

Vic gi th,quan tm khch hng nhng mc khc nhau,

tng ng vi gi thnh v mc trung thnh s kch thch khch hng tiu

dng nhiu hn cc gi tour ca doanh nghip.

nh hng cho nhn vin bn hng, t vn rng khch hng l

trung tm, khi t vn phi khch hng thy mc tiu ca chng ta l li

ch ca khch hng, li nhun ch ng th 2 v mc quan trng.

Tt c nhng iu trn nhm to ra nhng ng cp v hnh

trong vic i du lch, v ch c Viettravel ngi ta mi c th c cng

nhn ng cp thng qua nhng thnh vin khc. Ngoi ra n cn to ra
mi trng cng ng ring cho khch hng ca doanh nghip.

To ra i ng bn hng v chm sc khch hng chuyn

nghip nhm to nn mng bn vng cho vic thc hin cc mc tiu trong
giai on 2 bng cch tp trung tng kt, hon thin nhng kinh nghim bi
hc ca nhng nm u giai on 1,xy dng chng trnh o to ca ring
cng ty trn c s nghin cu .

Thc hin cng c tip cn trc tip vi khch hng tim nng

thay v khch hng t tm n cng ty. Bng email i vi th trng

khch thu nhp thp, gi th c phong b p, ni dung ph hp vi i

tng khch c thu nhp cao. Mi ngu nhin c chn lc i vi nhng

khch mi i nhng tour mi th nghim, xin kin .

Hp tc vi 1 cng ty sch no nh : anpha book, An Vit

book mua bn quyn sch v du lch v xut bn. Chng ta chia s ri ro

cng nh li nhun vi cng ty sch, quan trng nht l trn ba sch c logo
ca Viettravel. Dnh mt s trang sch bn lun v du lch Vit Nam v
gii thiu v Viettravel cng nh nhng thng tin thit yu cho bn c nu
mun t mua tour du lch.

Tranh th ting nhiu hn ting ni ca cc phng tin truyn

thng: cc din n du lch, cc trng trnh ni v du lch trn tivi, tranh

th cc nh gi ca bo ch, nhn nh ca cng ng Thc hin cc
khu hiu, truyn t n mi ngi 1 Viettravel quan tm n cc vn
mi trng thng qua cc hot ng tour, hot ng x hi.

Thit lp ng dy nng 24/24 nhn t tour v cc thc

mc, phn nn ca khch du lch ( c bit l nhng khch hin ang trong
thi gian i tour ca viettravel nhm iu chnh, ch o kp thi i vi
nhng sai st ca cc b phn).

ng dy nng min ph cung cp cc thng tin du lch i

vi khch du lch.

Xy dng nhng nhn hiu ( mt s dng sn phm) tp trung

vo gii tr (17-22): mnh m , c tnh, khm ph. ( Vn coi khch thnh

t tui 28-42 l on th trng quan trng nht).

Kht khe hn trong vic cng nhn t cch thnh vin danh d

cho cc khch hng lu nm.

S dng cc cng c qung co, cc bng zon bng hiu vi s

lng v cng cao nhng thnh ph ln. T chc cc chng trnh

cng ng vi mc ch khuych trng tn tui ca viettravel. Nhng hot

ng ny c th s tn km rt nhiu nhng s to ra hnh nh viettravel
quen thuc v khi ngh n i du lch ngi tiu dng s ngh n viettravel
u tin, ngh n vic gi in hi t vn min ph cc thng tin du lch.

Khng ngng khuych trng thanh th to ra v tr trong lng

ngi tiu dng.

M rng cc chi nhnh rng khp trn c nc.

y c th l giai on m nhiu cng ty khng c kh nng

cnh tranh s hot ng kinh doanh khng hiu qu v vy chng ta s nhanh

tay mua li v st nhp nhng doanh nghip ny: Vn chuyn, nh hng, n
ung.

Thnh lp chui nh hng khch sn trn khp c nc vi tiu

chun cht lng cao, ng nht v th hin c hnh nh cng nh tnh

chuyn nghip ca Viettravel.

Hon thin chng trnh o to ring ca cng ty nhm lun

lun c y ngun nhn lc c cht lng duy tr cc hot ng ca

viettravel.

Xy dng bng tiu chun chi tit ca cng ty nhm kim tra v

nh gi cht lng v kt qu hot ng ca tng b phn, tng chi nhnh,

t lm vic ca cng ty trn khp c nc.

Gia tng hp tc vi cc hng du lch ni ting trn th gii nh

vo uy tn, v th trong nc v vic p ng nhng tiu chun cao khi a

khch nc ngoi vo ni a.

Ly vic tha mn nhu cu, li ch ca khch hng l mc tiu

hng u, ly nguyn tc ny lm si ch xuyn xut cc hot ng ca

cng ty.

Trn y l mt s chin lc Marketing nhm cng c v th ca hng

v mc tiu phn u vn ln hng u.

C- Kt lun14
Qua vic nghin cu hc tp mn Marketing du lch chng em c nhn
thc r rng hn tm quan trng ca vic lp k hoch Marketing cho mt
doanh nghip du lch. Doanh nghip c th gi c v th ca mnh v pht
trin vng chc i hi phi c chin lc c th v ng n.
Chng em xin chn thnh cm n s hng dn ca thy Nguyn Vn
Mnh gip chng em hon thnh bi tp ny, bi tp ca chng em khng
trnh khi nhng hn ch rt mong nhn c s gp ca thy.

Mc lc
A- GII THIU CHUNG V CNG TY...........................................................
1

1.Qa trnh hnh thnh.....................................................................

1
2.Lnh vc hot ng........................................................................................
2
3.Thnh qu qua 6 nm thnh lp .................................................................
2

B- Phn tch v lp chin lc marketing....................................

6
I. Phn tch cc yu t nh hng n marketing.........................................
6
1. Phn tch mi trng vi m, i th cnh tranh......................................
6
2-. Phn tch kh nng ca doanh nghip......................................................
6
a. Th
trng
mc
tiu
......................................................................................................
6
b. Cc
chin
lc
marketing
c
p
dng
......................................................................................................
8
II. Chin lc marketing.................................................................................
9

1 Mc tiu di hn ca Vietravel....................................................................
9
2. Mc tiu ngn hn........................................................................................
9

C- Kt lun...............................................................................
14