MN MAN 413

Phn c phn cng: l nhn vin th trng ca Cty Samsung Vina, hy phn tch
nhu cu ca th trng Vit Nam, 1 trong nhng l do chnh a ra dng sn phm
tivi Super Horn

Cty Samsung Vina l Cty Lin doanh gia Cty CP TIE v Tp on Samsung Electronics
(Hn Quc) c thnh lp t nm 1996. Trong nhng nm ny, cc cty ca Nht Bn
vi nhng thng hiu ln nh Sony, Toshibaang chim lnh th trng. Cng nh
nhiu cty khc, cty Samsung Vina cng gp rt nhiu kh khn nh lm cch no ly
c lng tin, gy dng uy tn thng hiu, c c khch hng.

Tuy nhin vi Mc tiu ra: m rng th phn, dn u th trng c th phn sn phm

ln ng cp, thng hiu.Sau thi gian nghin cu th trng Vit Nam, Cty nhn
thy :
- c im ca th trng Vit Nam: thu nhp thp
- Xu hng tiu dng : lun mun c dng tt nht, kiu dng p nht,
thng hiu ni ting, vng mnh, chp nhn tin no ca , .
- Thc t : mi gia nh ngi Vit Nam vo nhng nm 90 thng ch c 1
tivi mu phc v cho c gia nh, thm ch cho c hng xm do thng rt
chung nhng chic tivi c cng sut ln.

Theo chin lc c hoch nh ca lnh o Cty Samsung Vina lc by gi: ch

chuyn nhng mu mi ph hp vi th hiu ngi Vit Nam, khng a nhng sn
phm c, gi r m a vo Vit Nam nhng sn phm mi nht, ph hp vi th hiu
ngi Vit Nam, to nn s t ph, thay i cch suy ngh ca ngi Vit Nam v cc
sn phm ca Hn Quc.

Do , Samsung Vina quyt nh n u nhu cu thit yu ca ngi tiu dng l tung

ra dng sn phm tivi Super Horn c loa cng sut ln gp 5 ln tivi thng thng. Chnh
sn phm tivi ny c nhiu khch hng Vit Nam n nhn, to ra bc t ph,
cng l bc ngoc ln a Cty Samsung Vina tr thnh thng hiu dn u th phn
Vit Nam