I DC NG NAI

CAO NG K TON K39

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BI THUYT TRNH

Phn tch v xy dng chin lc kinh

doanh sn phm sa u nnh
VINASOY
MN: MARKETING CN BN
GING VIN HNG DN:
INH TH HA

NHM 8

DANH SCH THNH VIN

Stt
1
2
3
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5
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11

H Tn
V Ngc Phng Anh
Nguyn Xun Hi
Trn Thanh Hng
Trn Thanh Trc
Chu Th M Kim
Lng Phng Yn
Phm Th nh
Nguyn Th Mai Nhi
Nguyn Hunh Nh

ng gp cho bi thuyt trnh

Tham gia tho lun. Thuyt trnh
Ln ti. Lm word, powerpoint
Tham gia tho lun
Tham gia tho lun
Tham gia tho lun
Khng
Khng
Khng
Khng

Phn tch v xy dng chin lc kinh doanh sn phm

sa u nnh VINASOY
I.

Gii thiu sn phm sa u nnh v cng ty VINASOY:

II.
Phn tch chin lc marketing ca sn phm sa u nnh hin nay:
II.1
Phn tch mi trng kinh doanh.
II.1.1 Phn tch mi trng v m.
II.1.2 Phn tch mi trng vi m.
2.2

Qa trnh pht trin thng hiu VINASOY.

2.3 Phn tch cc chnh sch marketing.

III. Xy dng chin lc marketing cho sn phm sa u nnh VINASOY:
III.1
Phn tch SOWT.
III.2
Mc tiu xy dng chin lc marketing.
III.2.1Mc tiu kinh doanh.
III.2.2Mc tiu marketing.
III.3
Phn on th trng.
III.4
La chn th trng mc tiu.
III.5
nh v.
III.6
Xy dng cc chnh sch marketting.
IV. Kt lun.

I.

Gii thiu sn phm v cng ty VINASOY:

Nm 1997, VinaSoy ra i vi tn gi ban u l Nh my sa Trng Xun. Nm
2003, VinaSoy thay i chin lc kinh doanh theo hng chuyn sn xut, cung ng cc
ch phm t u nnh. Ngy 16/05/2005, chnh thc i tn thnh Cng ty Sa u nnh
Vit Nam v s dng tn thng hiu l VinaSoy. Cng ty sa u nnh Vinasoy l mt
thnh vin ca cng ty ng Qung Ngi. Vinasoy cng l n v dn u th trng v
mt hng sa u nnh.
Qui m sn xut : VinaSoy va hon thnh v a vo s dng cng trnh m rng
nng cng sut sn xut sa t 20 triu ln 40 triu lt/nm vi tng s vn u t trn 77 t
ng. Cng trnh ny khng ch tip tc v tr dn u ca VinaSoy trong ngnh hng sa u
nnh m cn gp phn, gii quyt thm cng n vic lm, n nh v nng cao cht lng i
sng ca ngi lao ng.
Th phn : Vinasoy thnh cng trong vic a ngnh hng sa u nnh nhn hiu
tng trng lin tc trong nhiu nm qua, t 23,9% (nm 2006) ln 35,5% th phn (nm
2011). Trong dn u l sn phm sa u nnh bao b giy vi th phn t 6,5% (nm
2006) ln 25,7% (nm 2011). y l s thnh cng khng nh i vi mt doanh nghip
min Trung ni ring v Vit Nam ni chung.
Sn phm sa u nnh Fami l sn phm truyn thng ca Cng ty t nm 2003, vi
hai dng sn phm l sa u nnh Fami hp v bch dn chim c cm tnh ca ngi
tiu dng. Sa u nnh Fami nguyn cht c lm t 100% u nnh ht chn lc, khng
ch snh mn thm ngon m cn cung cp protein, cht x, vitamin cho mi ngi.

II.

Phn tch chin lc marketing sn phm sa u nnh ca cng ty

VINASOY hin nay:
II.1
Phn tch mi trng kinh doanh:
II.1.1 Phn tch mi trng v m:
Dn s
Dn s Vit Nam vo thng 9 nm 2013 t mc 90 triu ngi, n chim khong 50% dn
s. Trong , n gii trong tui t 15-64 chim khong 34%. Do vy, y l mt th
trng tiu th y tim nng v trin vng, va l ngun nhn lc di do vi gi nhn
cng r.
Kinh t

GDP Vit Nam tng trn 5% qua cc nm. Ngi dn ngy cng c xu hng chi tiu nhiu
hn cho nhu cu v b sung dinh dng cn thit i vi mi c nhn.
Vn ha - x hi
Th hiu, tro lu: Xu hng s dng cc loi nc gii kht c li cho sc kho ang
bng n th trng Vit Nam. Ngi dn chuyn sang la chn cc sn phm c ngun gc
t thin nhin b dng cho sc kho nh sa, cc ch phm t sa, cc loi nc c ngun
gc thin nhin nh sa u nnh, tr xanh, tr b ao,...
Phong cch sng : Ngi Vit Nam ngy nay c phong cch sng hin i hn, ... h rt
thch tiu th nhng sn phm c kh nng s dng nhanh, tc dng tt cho sc kho.
Phong tc, tp qun, truyn thng: Ngi Vit Nam rt gn gi vi nhng sn phm
ung t thin nhin nh c bit l sa lm t u nnh v cng b dng.
T nhin
u nnh l mt loi thc vt d trng v cho nng sut cao, iu kin kh hu ca Vit Nam
thun li cho vic pht trng u nnh.
Kh hu Vit Nam nng nhiu, th trng ung c tim nng pht trin mnh trong tng
lai. Sa u nnh l mt trong cc loi thc ung va b dng va gii kht.
K thut cng ngh.
Cng ngh sn xut: pht trin rt nhanh, nht l trong dy chuyn sn xut ung khng
gas ni chung v cng ngh sn xut sa u nnh ni ring.
Cng ngh thng tin truyn thng: ngy cng pht trin v vic ng dng vo qun l
doanh nghip tr nn tt yu.
Chnh tr - php lut
Chnh sch nh nc thng thong.
Khuyn khch sn xut kinh doanh ch trng ti an ton thc phm, thn thin mi trng.
II.1.2 Mi trng vi m:
Doanh nghip:
Khi son tho cc k hoch marketing, nhng ngi lnh o b phn marketing ca cng ty
phi ch n li ch ca cc nhm trong ni b bn thn cng ty nh ban lnh o ti cao,
Phng ti chnh, Phng nghin cu thit k th nghim, Phng cung ng nguyn liu, b

phn sn xut v k ton. i vi nhng ngi son tho cc k hoch marketing chnh tt c
nhng nhm ny to nn mi trng vi m ca cng ty.
Nhng ngi qun tr marketing phi hp tc cht ch vi cc n v khc ca cng ty.
Phng ti chnh lun quan tm n nhng vn ngun vn v vic s dng vn cn thit
thc hin cc k hoch marketing. Phng nghin cu thit k th nghim gii quyt nhng
vn cht lng,mi v v dinh dng ca cc loi sa v nghin cu cc phng php sn
xut cc loi sa c hiu qu cao nht. Phng cung ng nguyn liu quan tm n vic m
bo s lng nguyn liu phc v qu trnh ch bin. B phn sn xut chu trch nhim
sn xut mt s lng sa cn thit cung ng trn th trng. Phng k ton theo di thu chi,
gip cho b phn marketing nm c tnh hnh thc hin nhng mc tiu ra. Hot
ng ca tt c nhng b phn ny d th ny hay th khc u nh hng n nhng k
hoch v hot ng ca phng marketing.
Nh cung ng:
sn xut ra sa u nnh, cng ty Vinasoy phi mua u nnh, ng, bt bo v cc
hng liu khc. Ngoi ra, cng ty cn phi mua sc lao ng, thit b, in nng, my
tnh cn thit cho n hot ng.
Nhng s kin xy ra trong mi trng ngi cung ng c th nh hng nghim trng
n hot ng marketing ca cng ty. Nhng ngi qun tr marketing phi ch theo di
gi c cc mt hng cung ng, bi v vic tng gi cc nguyn liu mua v c th buc phi
nng gi sa. Thiu mt nguyn liu no , bi cng v nhng s kin khc c th lm ri
lon v cung ng sn phm cho khch t hng. Trong k hoch ngn hn s b l nhng kh
nng tiu th v trong k hoch di hn s lm mt i thin cm ca khch hng i vi cng
ty. Yu t ny cc k quan trng gy nh hng n ton b h thng .
Thnh phn trung gian:
L nhng i l h tr cho cng ty i ln, tiu th v ph bin hng ha ca cng ty trong
gii khch hng. y gm c nhng ngi mi gii thng mi, cc cng ty chuyn t
chc lu thng hng ha, cc t chc dch v marketing v cc t chc ti chnh tn dng.
Sn phm sa u c mt hu ht trn k ca cc ca hng bn l cho n nhng h thng
siu th ln ( co.op mart, BigC ,...)
i th cnh tranh:
Nhng i th chnh ca Vinasoy trong th trng sa u nnh cn xem xt a ra cc
chin lc cnh tranh hiu qu l cc sn phm sa u nnh c mt trn th trng nh

Vfresh, Tribico, Number 1 Soya.V trong Vfress, Soya la 2 i gia chim lnh th phn
cao v va chm vi Vinasoy trong qu trnh tm kim khch hng mi, c nhn nhn l
nhng i th ng gm nht trong th trng sa u nnh.
Nhng i th gin tip ca Vinasoy l nhng sn phm kinh doanh khng trc tip i u
nhng ang hng n th trng chung ca Vinasoy nh tp hp cc sn phm sa ti, bt
nguyn kem ca Duth Lady, Vinamilk, TH True milk, Yomost. Cc loi thc ung tri cy ,
nc c ga, tng lc ngoi nhp khc.
i th tim nng l nhng sn phm sa u nnh trong nc ca t nhn cha xut hin
trn th trng nhng c k hoch chun b xm nhp vo th trng sa u nnh. Vinasoy
cn c nhng bc chun b cnh tranh nhng i th c xem l tim nng ny.
Sau y l bng tm tt im mnh im yu ca mt s i th chnh mnh ang
hin c trn th trng m Vinasoy i u.

Tn sn phm

Number 1 Soya

Vfresh

c im sn phm

L sn phm ca tp on L sn phm ca cng ty c

Tn Hip Pht
phn sa Vit Nam
Vinamilk

Gi

5000/
chai
3000/hp 200ml

im mnh

Sn phm ca tp on ni
ting t lu.Sn phm a
dng, chin dch qung co
thu ht. Phn phi rng

Gi c cnh tranh. Chin

dch qung co rm r, a
dng vi slogan Tt t
nhin

im yu

Gi c cha cnh tranh.

L sn phm cn non tr.

Mu m cha a dng

240ml, 13000/ 5 bch 220 ml

i chng:
Cng chng trc tip l mt nhm bt k t ra quan tm thc s hay c th s quan tm n
nhng t chc c nh hng n kh nng t ti nhng mc tiu ra ca n.Cng chng
trc tip c th hoc l h tr hoc l chng li n lc ca cng ty nhm phc v th trng.

Cng chng tch cc l nhm quan tm n cng ty vi thi thin ch (v d nhng nh

ho tm).
Cng chng tm kim l nhm m cng ty ang tm kim s quan tm ca h, nhng khng
phi bao gi cng tm c (v d cc phng tin thng tin i chng).
Cng chng khng mong mun l nhm m cng ty c gng thu ht s ch ca h, nhng
buc phi n h nu h xut hin (V d nhm ngi tiu dng ty chay).
II.2
Qu trnh pht trin thng hiu VinaSoy:
thng hiu Vinasoy pht trin mnh, ng vng trn th thng, Cng ty dnh
khong thi gian kh di xy dng chin lc sn xut v qung b thng hiu vi
hng i khc bit. Hin nay, thng hiu VinaSoy c ch ng vng chc trn th
trng.
2.3
Phn tch cc chnh sch marketing:
Chnh sch sn phm: Cht lng sn phm FAMI tuy c nng cao chng loi sn
phm cha a dng nn cha thc s p ng c nhu cu ca khch hng.
Chnh sch gi: Cng ty nh gi trn c s tnh ton gi thnh sn phm v cc chi ph bn
hng c lin quan,... Gi bn sn phm ca Cng ty cho cc i l trc tip v cc nh phn
phi trn ton quc l cha ng nht, iu ny gy kh khn trong cng tc qun l cho
Cng ty.
Chnh sch phn phi: H thng phn phi ca VinaSoy ch yu l h thng phn phi
gin tip truyn thng, ch mt phn nh thng qua knh phn phi trc tip.
Knh phn phi sn phm ca Nh my
Khch hng

Nh phn phi

Khch hng

Nh phn phi

Ngi bn l

Khch hng

Nh phn phi

Ngi bn s Ngi bn l

Khch hng

Chnh sch truyn thng v c ng: Cng ty s dng rt nhiu phng tin truyn
thng khc nhau chuyn ti nhng thng ip, hnh nh mi ca FAMI n vi cng
chng v t c nhng kt qu nht nh, song cha c c mt chin lc truyn
thng r rng, c trng tm.
III.
3.1

Xy dng chin lc marketing cho sn phm sa u nnh VINASOY:

Phn tch im mnh im yu c hi nguy c (phn tch SWOT):

C hi:
Ngi dn Vit Nam ngy cng c thc v sc kho, h ang c xu hng chuyn sang
dng nhng sn phm dinh dng c ngun gc thin nhin.
Cng ngh truyn thng Vit Nam v ang pht trin mt cch mnh m, gip cho
doanh nghip qung b v hnh nh ca sn phm Cng ty mt cch d dng v hiu qu hn
ti ngi tiu dng.
Th trng min Nam cha c khai thc, y s l c hi cho VinaSoy m rng th trng
ca mnh.
Nguy c :
Cnh tranh sn phm gia cc cng ty trong ngnh cng ngy cng tng cao.
Kh nng gia nhp ngnh ca cc cng ty a quc gia ang hot ng ti Vit Nam l rt
ln.
Khng hong kinh t th gii ko theo nhiu h ly v e da Cng ty trong qu trnh pht
trin.
Vit Nam thc hin cc chnh sch nh ct, gim thu nhp khu cc sn phm t Asean,
n , Trung Quc,
Tnh hnh gi xng du v gi nguyn vt liu chnh phc v sn xut lin tc tng cao.
Li sut ngn hng tng cao cng l e do i vi Cng ty.
im mnh:
VinaSoy l doanh nghip u tin, duy nht ti Vit Nam chuyn sn xut sa u nnh.

Cng ngh hin i c nhp t Thy in do tp on Tetrapak cung cp. Chnh nh iu

ny m Cng ty c th nng cao cht lng sn phm, gim chi ph, h gi thnh.
Cht lng sn phm c n nh cao.
nh gi tnh nng, cc ch s k thut vt tri ca sn phm Fami so vi cc sn phm
cng loi.
Vic u t cho cc th trng tp trung, khng dn tri, tit kim c chi ph v tng
tnh cnh tranh khi chim lnh c th trng. Hin nay, Cng ty dn u th phn min
Bc v min Trung.
Cng ty xy dng mt tp th cn b cng nhn c tinh thn trch nhim cao, b my lm
vic c hiu qu.
Xy dng c h thng cc nh phn phi mnh v rng khp. V thun li v c ly vn
chuyn.
im yu:
Hn ch v ti chnh trong u t cho cc hot ng marketing so vi cc i th cnh tranh,
nhng Cng ty li u t t chn lc. Mc khc, Cng ty cha u t nhiu cho cc dch v
khch hng; trang web cng cha c u t thch ng,
Sn phm ca Cng ty cn n iu, bao b khng bt mt.
i ng nhn s marketing v bn hng thiu kinh nghim.
Cha thm nhp su vo th trng min Nam.
Nng lc sn xut so vi nhu cu ca th trng cn thp.
3.2

Mc tiu xy dng chin lc marketing:

3.2.1

Mc tiu kinh doanh:

Duy tr v tr dn u th trng sa u nnh ti Vit Nam v thng hiu, th phn v

chng loi sn phm.
3.2.2

Mc tiu marketing:

Thc hin chin lc khc bit ho so vi cc cng ty sa hin c trong nc nhm dn u

th trng v ngnh hng sa u nnh.

Doanh thu: Cng ty phn u nm sau cao hn nm trc 20%.

Cht lng sn phm: nng cao cht lng sn phm, a dng ho mu m, chng loi v
bao b sn phm.
3.3

Phn khc th trng:

Phn khc theo tiu thc a l:

Th trng min Bc
Th trng Min Trung Ty Nguyn
Th trng Min Nam.
Phn khc theo c im dn s hc:
Da trn tui hoc kt hp ca hai tiu ch gii tnh (nam v n) v tui
xc nh nhm khch hng mc tiu ca Cng ty.
Da trn thu nhp ca i tng tiu dng: tng lp ngi c thu nhp cao; kh;
trung bnh v thp.
3.4

La chn th trng mc tiu:

Theo tiu thc phn khc theo a l: Cng ty cn tp trung pht trin vng chc ti hai
th trng min Bc v min Trung Ty Nguyn. ng thi u t pht trin th
trng min Nam.
Theo tiu thc c im dn s hc:
- Theo gii tnh v tui: Khch hng mc tiu ca sn phm VinaSoy Fami: l c
gia nh, vi tm im l tr em c tui t 5 n 15.
- Xc nh khch hng mc tiu theo tiu thc thu nhp: VinaSoy s pht trin thm dng
sn phm sa u nnh bt gi thp nhm ti i tng l nhng ngi c thu nhp trung
bnh v thp.
3.5

nh v:

Tm nhn: "Tr thnh v c cng nhn l cng ty hng u v nhng sn phm dinh
dng t u nnh ti nhng th trng Vinasoy c hot ng kinh doanh"

S mnh: Chng ti cam kt khng ngng sng to v ti u ha ngun dinh dng qu

bu t u nnh thin nhin mang n cng ng c hi s dng ph bin cc sn phm
cht lng tt nht c ngun gc t u nnh. Nh , khng ch chng ti m i tc v
cng ng xung quanh s c c mt cuc sng ngha hn, tt p hn v thnh vng
hn
Gi tr ct li:
1. Tm huyt: n lc khng mt mi nhm em n nhng sn phm dinh dng ti u nht
t ngun u nnh thin nhin n cho ngi tiu dng
2. ng lng hp tc: gn kt cng cc i tc nhm mang li mt cuc sng tt p, ngha
& thnh vng hn
3. Trong sch & o c: hnh x trung thc, o c trong mi hot ng v giao dch
4. Sng to: lun i u trong nghin cu v ng dng khoa hc tin tin trong cng ngh
ch bin u nnh nhm cho ra i nhng thng hiu mnh, uy tn
5. Tinh thn Vit Nam: t ho l mt thng hiu Vit, c k tha nhng gi tr tt p
tng thn tng i, ung nc nh ngun ca ngi Vit Nam
3.6.

Cc chnh sch marketing

Chnh sch sn phm:

Cht lng, chng loi sn phm: Vic ci tin cht lng sn phm l mt trong nhng
yu t quyt nh n s thnh cng trong chnh sch sn phm ca Cng ty. Cng ty cn
phi tip tc a dng ho mu m, chng loi sn phm,cho ph hp vi tng phn
khc th trng, ng thi thc hin mt s ci tin v bao b ca sn phm nhm to s
khc bit v thu ht s ch ca khch hng. Vic ci tin bao b c bit ch trng ti
kiu dng v mu sc ca bao b sn phm.
Chnh sch gi:
Cn c nh gi sn phm:
Cng ty nh gi cao hn cc i th cnh tranh. Tuy nhin, Cng ty cn nh gi thp hn
mt cht hoc bng gi sn phm sa u nnh tng ng ca Vinamilk mt i th ln,
ngn khng cho i th chim th trng mc tiu.
V s iu chnh gi: Cng ty cn c nhng chnh sch gi p dng cho cc khu vc a l
khc nhau.

V chnh sch tn dng: Cng ty nn ko di thi hn thanh ton cho khch hng v tng
mc chit khu cho khch hng thanh ton sm. Ngoi ra, Cng ty cng cn m rng phm
vi nhng khch hng c hng chit khu thanh ton thay v ch p dng hnh thc chit
khu ny cho mt s khch hng quen nh hin nay.
Chnh sch phn phi:
T chc thng xuyn hn cc chnh sch khuyn khch bn hng cho knh phn phi.
y mnh h tr phng tin bn hng cho cc thnh vin knh phn phi: poster, t k
trng by...
H tr trung gian chn, o to, hun luyn nhn vin bn hng theo cc tiu ch chung nhm
lm tng uy tn, dch v ng b v chun ha hnh nh.
Chnh sch truyn thng c ng
i tng c ng: Bn cnh tp trung vo khch hng mc tiu th Cng ty phi hng
n ngi mua tim tng, ngi s dng hin thi,
Qung co
Ti im bn hng: Poster, bng-rn,trng by sn phm,
Trn ng ph: Panel, bng-rn, cng hi,
Tham gia cc hi ch trin lm.
u t mnh cho knh qung co qua cc phng tin media.
Khuyn mi
Khuyn mi cho ngi tiu dng
Khuyn mi cho im bn.
Marketing trc

tip

T chc cc hi ngh bn hng, tham gia cc hi ch v trin lm, bn hng qua in thoi.
Quan

cng chng (PR)

Vinasoy tch cc tham gia cc hot ng cng ng:

T chc cc hot ng t thin.
Tham gia cc hi tho chuyn .

Ti tr cho cc Game Show trn truyn hnh.

IV.

Kt lun:

Vi cht lng sn phm tt nht v nt c trng hp dn ca hng v u nnh

c sn xut vi cng ngh hin i bng chin lc marketing hon chnh cng ty sa u
nnh VINASOY s thnh cng vi mc tiu t ra, tr thnh mt thng hiu ni ting
Vit Nam v tng lai s vn tm th gii.