8@3y erste rin nvone quanta cHien tua lign quan cita doanh nghiép, tit d6 diéu chinh chit] thién méi trudng lam viéc, gia ting mtic d6 hai] = itis eafefru/hanktrn-10-namt-te -tro-thanh-trieu-phu-do-la-202112092346378 BAI TAPTINH nuove quanta cnn woe SOS rine vine PHAN TICH MOI TRUONG KINH DOANH CUANGANH GIAO DOAN TRUCTUYEN TAI VIET NAM ‘véi dan s6 gan dat ngudng 100 trigu dan, trong a6 chiém 60% 1a ngudi tr, Viet Nam dang ngiy cing tr6 nén tiém mang hon cho cic oui hinh kinh doanh true truyén. N6i bat trong s6 cécloai hin kinh doanh, dich vu giao 46 an tric tuyén dang o6 t6e dd ting trudng tot nhd thdi quen tiéu ding cia ngudi Viét dang thay déi. Khach hang da phan la gidi tré, ban ron hon, s6ng trén mang xa hoi nhiéu hon nen muén 6 s¥ tién dung va sin sing trd thém tién dé mua d6 an saline, Gidi van phong ban rn ciing sin sang tra tién dé goi dé an vé thay vi mang theo hoc ra ngoai an. Nhém khch hing nay cing thanh thgo cOng nghé, thich nhiing trai nghiém mdi le. Theo khio sat clia Q&Me tai Ha Noi va TRHCM méi day, 62% ngudi duge hoi ‘cho biét cé sit dung dich vu giao 46 n truc tuyén, Trong 6, 82% sit ddyng qua céc app (ting dung). Phin ln (72%) ly do dua ra cho vige sit dung dich vu giao d6 an tryc tuyén la tiét kigm thdi gian. Bén canh dé, cdc khuyén mii hay viéc dim bao an toan trong mba Covid cling dugc 49-58% ngudi déng tinh. Ngudi sit dung dich vu giao dé an chiém khoang 34% dan s6, trong dé s6 ngudi thing xuyén sit dung la 8%. Nhém khach hang nay thudng sit dung dich vu voi gia dinh va ban bé, véi cdc mén phé bién nhu Ga ran va d6 an Italian & Pizza. Phuong thiic tim kiém céc mat hing phé bién la tim kiém qua trang web, hay cic cifa hang da biét sin. Digu nay tao nén mot nhém 80 MON QUAN TR CHEN LUG Iiby BAITAP TINH HUONG QUAN TR] CHIEN LUG nhiing khach hang dé trung thinh véi mt vai thong higu n6i tiéng nhu KEC hay PizzaHut. Nhu cdu cia khéch hang ngay cAng tré néy cao hon véi céc ky vong dich vu duge cai tién nhuf thd gian van chuyén ngén hon, chat lugng dé an tuyét han va an todn hon, chi phy réhon, da dang dé an hon, cing nhu mong muén thém céc dich yy nhu giao hang nita dém, va mén dic biét. LYD0 CHINH NGUOI DUNG KHONG HAILONG DICH VU L7DO CHINH NGUGI DUNG HAILONG DICH VY. 2% 6% BiLsiapp i Lo ngai an toan trong mia dich Thai 49 shiper khéng t6t lich vw nhanh cheng tign ot chung tinh ws A, khuya mai ‘Hib a dang nha hang, mén an HT 69 shiper Hinh 1.1. Céc ly do chink hai long va khong hai long cia ngudi ding v6i dich vu giao dé an Nguén: QeMe, 2021 ‘Nam 2020, Vigt Nam ghi nh§n tang truéng manh vé giao hang thuc phdm tryc tuyén do COVID. Xu huéng nay cé thé sé tigp tuc ting trudng suét nim 2021, dng thdi duigc dy béo ting trudng sé at gid trj hon 38 triéu USD va duy tri mic ting trudng binh quin 11% trong 5 nam tdi. B4o cho mdi nhat cia IMARC Group dy béo thj trudng nay sé ting trudng hai con s6 trong giai doan 2021-2025. 22, 80 won cuba cog BAITAPTINH HUONG QUAN TR] CHIEN LUG sob, Duge danh gid la tang truéng manh mé, thi trudng giao thtic an Nam dang ngay cing thu hit nhiéu doanh nghiép inh vuc nay. Chi s6 gia nhap thi trudng giao dé an tryc tuyén Nam khodng 12,9% vio nim 2019, cao hon nhiéu so v6i chi s6 gia nh4p thi truéng ctia cdc linh vuc giao nhan khdc. Diéu nay khién cho canh tranh trong nganh tré nén khéc liét hon. SET, erent wu aT — — Hinh 1.2, Dién bién xu hung théo ludn vé dich vu giao dé dn trén mang xa hoi ‘Ngudn: Reputa, 2021 Nhiing cdi tén néi bat nhu Grab, Gojek, Baemin, Now dang tich cuic ganh dua thi phan gay git. Sau cai tén Now tién phong thi ng- higm giao dé an, thi trudng nay bit dau “néng” khi Grab vao cudc khi trign khai GrabFood, lén san thj trudng giao nhan mén n tric tuyén. Cudc dua biing né khi thi trudng nay cé sy tham gia ciia Go- Food (ing dung goi xe Go- Viet), Loship (ting dung cia startup Lozi) va st{ xuat hign ciia tan binh Baemin - ting dung giao dé an ciia ky lan Han Quéc la Woowa Brothers. 1) MON QUAN TRY CHIEN LUE_13By ertorinnsnvoncuAn Tm CHEN LIE Neay sau khi ra di, céc ting dung v6i nhiing cfch di déu tung ,, nhiing chién luge truyén thong quang ba, gid gid, khuyén mai hg ngudi diing 4é chiés thj truding. Dang chit y, cudc chién chigm, Tinh thj phén gia céc ding dung van chua 6 déu higu gidm nhjg, thim chi ngiy cing khdc ligt hon khi Baemin dang tng t6c bim sj “ké din d4u” Grabfood. Cu thé, theo Béo cdo thi trudng dich vu giao thtic &n truc tuyén Vigt Nam 2020 vita dugc Reputa- Social Listening Platform phan tich cho thy, GrabFood la thuong hiéu dan du thj truding ki chigm én 33,38% thi phan thdo lun, theo sau 1a Now v6i 23,16% lugng thao Iudn trén social, tht 3 14 Baemin véi 21,95%. Loship va Go. Food lan ligt chiém ty 1é thi phan thao Iuan 14 15,14% va 6,37%, “Thang 05/2020, Baemin dat lugng thao luan tuong duong GrabFood & cing thdi diém khi thuong higu nay bat dau day manh hoat dong truyén thong. Kénh Fanpage vin dang la ngi dem Iai céc thio luin nhiéu nhit cho céc thong hiéu (55,48%), tiép theo dé la 6 cdc nhém Facebook chuyén vé danh gid thiic an, quén an (22,90%). Xét vé tyl¢ tham gia thio lun, Beamin dang phé bién nhat véi giéi tré tai Thanh phé Hé Chi Minh; trong khi Grab Food, Go Food va Loship ngoai ngudi tré thi cdn phé bién véi ngudi lén tuéi hon tit 36-45 tudi. Now. uigc chi em quan tim va va chung hon véi ty 1é nd gidi cao nbét chiém 78%, GrabFood la thitong higu duy nhat nhan duge sy quan tm cia Nam gidi (54%) cao han Nit gidi (46%). 480 won ulna eon Lupe a carbo TINH HUONG quan a CHEN usec SOB Bang 1. Dién bién céc hoat dong truyén théng chinh toan nganh ‘Thing? |Lén |LEhoi | Létrao Quin nao Now | Amthuc, ‘| gidi2019 én md cila co hét, | Cho Lén | BAEMIN mitrén | dich | Kitchen, | WeEAT Loship dong vu | GrabFood | AWARDS ita, chi Lo- xuyén | an nh ship biét voi Té& | vua. Loship! Cai gi cing ship BO MON QUAN TRI CHIEN LUD _1586by a vernn ncn quite cat Luge | Nguén: Reputa, 2021. | 6, 2) on cuba cen pe pATAPTINNHUGNG QUANTA CHIEN LGC BOB ‘Trong thai dai s6 4.0, cube s6ng ban rn, hanh vi théi quen ngudi tigu ding dang c6 nhing thay d6i co ban, tim kiém cic sin phm/ dich vu gid di s6ng ho thuén tign, don gidn héa hon. Theo dé, cic Goanh nghiép trén thi trudng déu c6 su khac biét dé dap ng nhu ‘du cha khéch hing. Nhing doanh nghiép khai thc mang giao 46 Jn truc tuyén déu c6 nén ting vé von, cong nghé... nhuing trong cudc dua “dot tién” nay, cc hang bude phai “can do dong dém” chon cic yéat6 chinh dé lam tho man nhu céu nguai ding. Khdng phai t6c 49 hic nao cing la diém vugt tri, diéu khdch pring quan tam tht sila djch vu nao c6 ma khuyén mai nhiéu nbét thay vila t6c dé giao hing. Khao sét cho thay, trong hon 20,000 thao juan vé cc théi diém ngudi ding dat dé an, bita t6i la thoi diém ugc Iva chon nhiéu nhat véi gin 34%. Tiép dé la bia sing (khong 17,49), biia xé chiéu (17,27%) va an vat... Céc thugng hiéu cing nam bat tam ly nay ma day manh céc chuong trinh wu dai, khuyén mai vao céc khung gid vang. ‘Theo nghién citu, cdc chutong trinh khuyén mai, gidm gid; chuong trinh quing ba marketing dang la méi quan tam hang dau cia Khdch hang, trong dé Baemin dan dau thj truéng véi céc ngi dung “Khao Khiing, Khuyén mai, Freeship” va chién dich truyén thong dic sic, loat marketing néi dung (content marketing) “bat trend”. NowFood va GrabFood dan dau vé thj phn thao luan dich vu giao hang, dac biét cdc danh gia vé sul chuyén nghiép cia ngudi giao hang, tc 6 giao hang mang tinh tich cyc. Trong nam 2020, GrabFood giam dan cc hoat dong “Giim gia”, nhung van tiép tuc gia ting cac hoat dong quing céo, truyén thong véi céc thong diép ¥ nghia dugc déc gia don nhan tich cc, véi 69,11% ban vé ma gidm gid va 16,29% chia sé va thao luin vé cdc thong diép truyén thong. Tuy nhién, thuong higu nay van con nhiéu van dé can cai thign nhu “Chat ligng mon an, nha hang” va céc van dé lién quan dén “tai xé” trong nim qua. GoFood cé Bi MON QUAN Ta CHEN LUG 17B@By orrrartinn HuoNG QUAN TRI CHIEN LUGE 1 trong thio lun cao vE tri nghitm ting dung Kb! thong indy méi thay déi giao dién ting dung; dting sau 6 la Loship voi da dang dich vu dugc tich hgp nhu Lo-supply, Lozat, Lomec..- Vé phia céc nha hang, quan n, «ing dung dat hang trie tuyén qj dem lai thém doanh thu, Thém chi, xuat hign nhiéu don vi chi cung fp d6 an 48 giao mang di, Nhiéu chi doanh nghiép cho biét micqj phi chiét khéu cia céc ting dung goi mén tric tuyén khd cao, tiy15 én 25%, nhuing doanh sé ban duigc tit cdc ting dung cing ting ti29 dén 50% so véi kinh doanh théng thudng. Voi nhiéu cifa hang Bip khé khan vé mit bing, vi tri, nhan Iyc thi day 1a céch lam higu qua, dem lai lugng khéch hang lén hon. Bén canh 46, xudt hign trén cde ‘ing dung goi mén truc tuyén cing la céch cdc nha hang quang bg thifong hiéu, truyén thong hinh anh, tiép cn 46i tuigng khéch hang tiém ning. Vao nhiing ngay théi tiét bat Igi, nhut nang néng hoje mua gid, hoc nhiing ngay c6 chuong trinh khuyén mai, s6 Itong suat an duige dat hang tryc tuyén déu vugt mitc khéch hang tric tigp én cita hang, Kh6ng chi dem Iai thém doanh thu cho nha hang, céc ldixe cong nghé ciing ting thém duigc thu nhp khi chuyén sang giao 6 an vao cdc cung gid budi trua, chiéu t6i, Ben canh 46, vie cic ting dung trién khai kém theo cfc hinh thiée vi dign tt, thanh toan trye tuyén ciing gdp phan ting giao dich khong sit dung tién mit, Cau héi: Van dung m6 hinh céc luc lung diéu tiét canh tranh ctia Porter, hay phan tich cuéng d6 canh tranh trong nganh giao dé dn truc tuyén hién nay? Tai ligu tham khao Sprint (2020), Nhitng yéu t6 chitng minh Food Delivery la nganh tiém nding nhat hign nay, truy cap vao ngdy 26/6/2020 tai https://9print.co/blog! posts/nhung-yeu-to-chung-minh food-delivery-la-nganh-tiem-nang-nhat- hien-nay 18, 90 won cuio ay omen Luge BAI TAPTINH HUONG QUAN TRI CHIEN LUC 20, Q&Me (2021), Xu huéng sit dung Ung dung giao hang thitc an tai Viée ‘Nam 2020, truy cdp tai https://qandme.net/vi/baibaocao/xu-huong-su- ddung-ung-dung.-giao-hang-thuc-an-tai-vietnam-2020. htm REPUTA (2021), Béo céo nganh giao dé dn nhanh Vigt Nam, truy cap tai _https://drive google.com/file/d/1 waHRpBaNITOIGbypNImZ- SBAG4yKLnlee/view Xu hung dat dé an online tai Vigt Nam téc dong thé néo dén nganh Fe&B, truy cdp ngay 26/6/2020, tai https://toanphatcorp.vn/tin-tuc/xu- hnuong-dat-do-an-online-tai-viet-nam-tac-dong-the-nao-den-nganh-f-b- ¢150a1042.html! 20 MON QUAN TRI CHIEN LUGE _19B@dy orsr4P TINH HUONG QUAN TRI CHIEN LUGE nhay cp nhét xu huténg, sfc thai thoi thugng nhung a sia lim bat bién, tap trung vao nhding chi dén6i bat 6 sttchfp véi khach hang myc tiéu. as Cau hdi: Nhan dang chién lugc canh tranh cha Tong 6) Viet Tién va phan tich cdc diéu kién dp dung chién I ee Tai liu tham khéo: een Brands Vietnam (2018), Chin dich tré ha thildhig Tle qu chp tai https://www.brandsvietnam.com/campaign/450-Viet- dich-tre-hoa-thuong-hieu-quoc-daciren, truy cap ngay 15 tha ‘Nam Anh (2019) Vigt Tién ddy manh chién luge nng cao gid higu, truy cdp tai https://vnexpress.net/viet-tien-day-manh-chier-luoe-nay, cao-gia-tri-thuong-hieu-3994947.html > suede, trier am . Viettien (2019), Viét Tién - nang tam gid tri, khdng dinh pho phét trién bén viing, truy cap tai https://www-viettien.com.vn/vi tin-viettien/ viet-tien-nang-tam-gia-tri-khang-dinh-phong-cach 4 ben-vung , : £4.50 won QUAN Ta HEN LUG |NTAP TINH HUGNG QUAN Ta CHIEN Luc ROBY inn HUONG CONG TY MASAN CONSUMER - HANH TRINH BI TIM NGOIVI SO 1 TRONG LINH VUC HANG TIEU DUNG Cong ty tiéu diing Masan (Masan Consumer) la mot trong nhing cong ty sin xudt thuc phim va dé uéng hang dau viet Nam vad ‘fay da tham gia vio thi trudng hang héa my phm cham soc c& nhan Sa gia dinh, TriétIfkinh doanh ciia Masan Consumer l: “Hang ngdy, ching ta ning cao doi séng vat chat va tinh than cia ngudi tiéu diing ‘viet Nam’. Masan hién nay dang sé hitu m@t mang ludi phan phéi rong khap cho phép 98% ho gia dinh Viet nam cé it nhat mot sin pham cia Masan. V6i myc tiéu sé hu 12 nhan higu diing vi tri s6 1 cita cdc nganh hang tiéu ding khéc nhau, tdc d6 ting truéng trung binh cia doanh thu dat 15%/nim va la mét trong ba noi lam viée va thich nhat Vigt Nam trong nam 2022, Masan da cé nhiéu chién higc é duy tri va phat huy Igi thé canh tranh cita doanh nghiép. Trong a6 Masan tp trung nhiéu nhét vao chién luge tham nhép thi truéng néi dia thong qua viéc xay dung thuong hiéu manh. Cac thong higu chi cht cita Masan Consumer gém: Chin-Su, Nam Ngu, Tam Thai Tut, Omachi, Kokomi, Heo Cao Béi, Vinacafé, Wake-Up, Wake-Up 247, Compact Cherry, Vinh Hao, Vivant, Lemona va Quang Hanh, trong dé c6 nhiéu thong higu nhiéu nim lién duge binh chon la nhan hang phat trién nhanh nhat va dug nhiéu ngudi tiéu ding Viet tin ding nhat. Trong nim 2020, Masan Consumer ty hao diing déu “Top 10 Céng ty thyc pham déng géi, gia vi, déu an”. Ngoai ra, Masan ‘Consumer tiép tyc nim trong Top 3 Nha sin xust sé hitu cdc thong, 50 MON QUAN TAY CEN LUGE _45_2@dy enrietine HUONG QUAN TR! CHIEN LUC higu duigc chon mua nhiéu nhat 6 cd bén ving : thén Viét Nam trong suét 7 nim qua. Mot sé n, a trong cao vé doanh s6 ciia Masan Consumer bao gn, (1) Nginh hang 46 u6ng déng chai cita Viet Nam troy bao gém nudc déng chai, nude wdng cd gas, nude 4g ne sin phdm a6 uéng ding ngay (ready-to-drink) dat Bid tr 70,000 ty déng va tang 7,6% so V6i 2019. Trude anh huge dich toan cu, xu huiéng Iva chon céc sin phém t6t cho : ign sé tigp tue phat trién va la yéu t6 thiic day thi try dong chai. D6i mat v6i tan suat va luc lugng lao dong, cae nginh sin xuat, x4y dying, nong nghiép va van ti, ting lyc tai Vigt Nam tng truéng 4m. Trén thj trudng, hay cbng ty rong nganh 46 ung tai Vigt Nam dé khéng at vé doanh thu trong nim 2020. Trong diéu kign ngoai cia nginh hing d6 uéng cia Masan dat 3.724 ty dng, ting f so véi nim 2019, chi yéu nhd vio doanh thu tit ngink pup Ic, Ngoai sin phém nuéc ting Ic vi cd phé Wake. a len gianh 10% thi phan toan quéc, céc dong nudc ting Ie a Masan ciing da mang vé nhting dau higu phét trign kha que Compact Cherry (dat 1% thi phén, tng 81%) va H6 Vin a vang én trén thi trudng Nuc ting luc va dat 0,6% th aa 1 nim ra mat, Dén dau xu huéng tigu ding sin phém tét i] Khée, Masan con ra mat loat céc sin phim huéng t6i sic Khe : ‘ngudi tiéu ding nhu: Nuéc khoang Chanh Lemona bé sun; ‘a C, Nude yén nha dam duéng phén Hari Hari va Sita hia mad Ba Dy kién nim 2021, nginh nuiéc ting luc cha cong ty s@ dat 5.0005 doanh thu, déng gép vio muc tiéu 7.0 i feseh 1u 7.000 ty doanh thu tit d6 ing (2) Dai dich COVID-19 gay 6 : > gay anh hudng nang né dén nginh u6ng néi chung va nginh café néi rigng, Gian céch xa héi, oe 55, 20 mon qudn Te cHien Lupe BAITAP TINH HUONG QUAN TRI CHIEN LUG sy du lich han ché 43 tée dng manh mé dén s phat trign cia tai il fé trong nam 2020. Ngank ci phé cla Masan Consumer (trl ng eu Wake-Up 247 do thudc nginh 46 wing déng chai) trong aan 20 ghi nhan doanh thu thudn la 1.424 ty d6ng, gidm 4.4% ndm 2019. Nam 2021, Masan Consumer dit muc tiéu tiép tue déy 2 ee phat kién méi cing véi chuyén gia café hang du dé ra rag dje in phém wot tri phi hop th higu tigu ding trong thot kj pink thudng méi” tro Tai sau dai dich. (3) Trong nim 2020, sin phim sic xich dat doanh s6 thuin 840 ty dng, 48 c6 su ting trudng d6t phi 104% so wi nim 2019. Heo cso Béi cé sit dt phd vé doanh $6, trd thinh nhan higu “Snack ti thit” duge yeu. thich ciia tré em Viét Nam. Ponnie dan dat cac dot pha v sin phdm trong phan Khiic xéc xich tiét triing, mang dén nguén ‘inh dung cao va trai nghiém ngon déc dio (xiic xich c6 nhan, xtc xich 88% thit...). (4) Ngimh hang Cham séc cd nhan va gia dinh (Home & Per- sonal Care - HPC) hign nay la “sin choi” hép dan danh cho céc tap doin da quéc gia véi gid tri thi trudng khoiing 3,1 ty USD. Tuy mnhién, nganh hang nay vin chwfa phat trién so véi cdc thi trudng khéc song cé nhiéu co hoi phat trién dé xay dung cac thuong hiéu ni dja viing manh. La m6t doanh nghiép Viét Nam va théu hiéu ngudi tigu diing Viét, Masan Consumer mong muén thip sing lai niém ty hao thuong hiéu Viét trong nginh hang Chim soc c nhan va gia dinh nay. Masan Consumer tin ring c6 nhiéu uu thé dé phat trién cac sin phim vuot tri dé khong nhiing nang cao di s6ng vat chat iéu ding Viét ma con la nhiing thugng hiéu truyén cm hitng, Viée mua lai Cong ty Cé phan Bot gigt NET (‘NETCO”) vio dau nim 2020 da danh dau nhiing budc chan dau tién vao thi truéng HPC. Trong vong mét nim sau khi mua, Masan Consumer da tan dung loi thé kinh nghiém, ky thuat va cong nghé sin xudt bot giat 180 MON QUAN TR} CHIEW LUGE 47$8by exrurtnonrvonc quanTn CHIEN LITE ciia NETCO dé cho ra mit sin phim Ee mt aes tt ay ia 1a bot giat tich hgp gidt - x4, Bet git ons 2 tong 11a bot git tch hep Bes a .ong nhiing c6 kha nang lam sach ae aad tir Chiu Au ma cdn c6 khong ll Ad gidp quan do sau khi giat va phoi van mém mai ma khéng cla nude xd vai. Trong nam 2020 nganh hang hoa my ph4m cham g nhan va gia dinh (HPC) déng gop 1.265 ty déng doanh s6 thufy,, téng doanh s6 cita Masan Consumer. aa Dé c6 duge thanh cong dé Masan Consumer da ¢6 nhiing ¢ sich phat trin mang tinh dt pha cao. sa ‘Tai Masan, “doing good” Khong chi don thudn Ia lam tréa nigm xi hoi cia doanh nghiép (CSR), ma ld trach nhiém ctia chy ty nhim nang cao dai séng vat chét va tinh than cia ngudi yg th6ng qua céc sin phim va sing kién dc d4o. Dé tim Ibi gia dy cho nhiing cau hoi 46, cng ty 4a khong ngitng théch thitc bin th, 4é mang dén nhitng gi tdt nhat cho ngudi tiéu diing thong qua cj sin phim dot phé thanh cong trén thi trudmg. Cong ty phat triéngiy_ phim véi quy mo lén dé mang lai gid thanh hop 1¥ cho ngudt ti dling trong tat cd moi phan khiic san pham va du tu manh még cong nghé méi. E Bén canh dé, bing vige mua lai é th6ng siéu thi Vinmart vi de cita hing Vinmart+, Masan tré thanh don vj van hanh mot troy ning mang lui phin phdi thyc phim va d6 uéng lén nhit tai Vi Nam. Diéu nay mang lai Igi thé canh tranh dng ké, nu Kha hing cng ep hing héa cho ngui tiéu diing mot cach higu qua trong ki idm dugc chi phi van chuyén, thon kt gia nbtp nginh hing 46 udng, Masan da tich hop i vans phn phi ca Vinh Hao va Vinacafé Bién Hida vio he thy hi rng lén hon cia minh, Trong qué trinh tich hop, Masen $8, 80 On aud TR CHEN Lp BAITAP TINH HUONG QUAN TRI CHIEN LUG Consumer da tip trung phat trién 46i ngi ban hang chuyén bigt danh cho nginh hang d6 uéng, nhi vay, cng ty c6 thé tung sin phém méi fa thi trudng mot cfch hiéu qud hon, dng thei gidi quyét dude céc ‘ian 48 phan ph6i dic thi cia ming kinh doanh d6 uéng. Nh@ viy, Masan Consumer hign la mét trong s6 it cdc cong ty & viet Nam s6 hatu hé thong phan phéi cho ci nginh thyc phim lin d6 ung. Cong ty da phat trién céc diém ban lé len dén gin 180.000 cho san pham thyc phém va 160.000 cho sin phm dé uéng véi gén 3.000 hhhan vién ban hang, Mang ludi rong lon nay cho thay stic manh cha mang luéi phan phéi cia Masan consumer & ving néng thén, noi cong ty €6 chién luge bao phi va tigp c&n thj truémg manh mé nhat, va déng thoi gitip cOng ty cb dugc tc dé tiép can thi truéng nhanh hon khi tung ra cc sin phém méi va céc chttong trinh khuyén mai, ‘V6i danh muc sin phém da dang va phong phi, cOng ty trd thanh giai php “mot déu méi” cho gin 300 nha phan phéi khi 6 thé dp ting céc nhu céu co ban hing ngay cita ngudi tiéu ding Viét Nam, cho phép cong ty xay dung méi quan hé lau dai va than thiét vi céc nha phan phéi. Hon nia, 8 trung tam phan phéi cia céng ty dugc dat 3 nhiing dja diém chién luge c6 kha nang phan phéi céc sin pham thuc phdm va 46 uéng trong ngay dén ting nha phan phoi trén toin quéc. Diéu nay cling mang Iai cho cong ty kha nang doc déo trong vigc thit nghiém céc sin phim méi mét cach higu qua va tiét kigm chi phi trén khdp Viet Nam, Bén canh phan phi thi céc chvong trinh truyén théng cia Masan Consumer ciing da thé hign nhing nét dot phd. Con nhé nam 2007, khi ngudi tiéu ding au lo véi thong tin nhiéu logi nude tuong cé chifa chat gay ung thu 3-MCPD, Masan ngay lap tic tung ra dong mudc tuong Tam Thai Tit di kém thong digp “Khong chifa 3-MCPD", dng thai tuyén bé trao thuéng 1 ti déng cho ai tim thay chat dc nay trong san phim cia ho. Chiu marketing danh vio ndi 30 MON Quan TR} CHIEN LUGE 49,Jin nay duige dénh gid higu qua, gitP Masan thay dg cuc dién cudc choi trén thj truéng hang tiéu ding nhanh ¢ nam, doanh thu cia Masan Food tang Jén gap/3 lan, jéng. Khi 46, Masan von lén thanh thuong hi éu thj trudng, chiém t6i gin 80% thi phan nuce t Sau si kign nay, Masan tung ra chuong trinh quang cio , Khéng thach tin cho hai dang sin ph4m Chinsu va Nam) rast kién quang ba mi Tién Vua khong, ding dau mi Omachi kh6ng lo bi néng, hat ném Chinsu khong ciing cho thay nhiéu higu qua khi dé lai nhting du 4n sau ds, tam tri ngudi tiéu ding... Céc chinh céch marketing ¢6 phan, rn ciia Masan khién doanh nghigp nay méi day cfng bi “bi kay, i ng cudc tranh cai vé vic nuéc mim cong nghiép “quy hoach jp, mam truyén théng. : Hanh trinh vuon lén ngoi vi s6 1 ctia doanh nghiép niy ty, nhiéu tranh cai nhung nhin chung 14 khé thuyét phuc nhi chién higc dc dao vé phat trién sin phdm, kénh phan phoivigy keting, Tham chi, ctt méi khi vuéng vao su 6 truyén théng, sik cita Masan chi sut giém trong khoang thdi gian nhat dinh vi this phuc héi tich cue ngay sau dé. Bén canh Marketing thi nhan sti la van dé dutgc cong ty dit, hang dau. Nhéng thanh tyu cia Masan déu dug tao nén titi, quy gid nhat cia céng ty d6 chinh 1 nguén nhan Iyc. Tinh déai, ngiy 31/12/2020, Masan Consumer cé 5.575 cén bé cng nhin vi, g6m 3.585 nam (64%) va 1.990 nat (36%) va doi nga nay dugeds tao bai ban va cé trinh do chuyén mén cao, Masan Consumer dit lanh dao béi cdc chuyén gia taf ning trong va ngoai nuiéc, di tingd thanh tich trong viéc xAy dung nén ting kinh doanh bén viingvick thifong higu mang tinh biéu tugng tai cdc thj truéng méi n6i, Nhit lanh dao cha Masan Consumer cing déng thdi 1a cdc o6 dénging 580 mon quin Tm CHIEN LUG © tue phat BAITAP TINH HUONG QUAN TRI CHIEN LOC Sob, Se po van béa doanh nhan véi tinh than “néi duge lam duge’. Dé tiép huy nhiing thanh tich da dat duge, Masan né luc hét minh i@é tro thanh noi lam viée duge yeu thich nhét Viét Nam, x4y dung {an héa dam mé phung su ngudi tiéu ding va dit ngudi tiéu ding Thm trong tim. Cong ty cam két dim bio chat Iuong cudc sng cho toan thé nhan vién théng qua cdc chinh sich Iuong, thung va phic igi xting dang, Cong ty ty hao 1a mot trong nhting ni lam vige tot hat Viet Nam, cé tm nhin dai han nhim thu hat nhing taining va 1a noi lam vige khién moi nhan vien c6 thé x4y dap tong Iai cia ho. sit mang cia céng ty kh6ng chi la cai thign cudc s6ng chia ngudl HEN diang ma cdn xay duing va phat trién thé hé doanh nhan lanh dao tiép theo. Dé lim duge diéu nay, BO phan nhan su cha cong ty tap trung yao bén linh vye: ‘Thit nhét, xay dung d6i nga nhan sy manh va chuyén nghiép him phue vu cho su phat trién ciia cong ty tai thei diém hign tai va trong tong lais “Thit hai, xy dung chién luge khen thudng, dim bao suf nhat quén gitta mic thudng véi thanh tich lam viéc va co hoi phat trién lau dai. Masan muén moi nhan vién déng gop vao thanh cOng cita cong ty sé nhan dugc thanh qua tai chinh tuong xting, Dé Ia ly do tai sao cong ty cam két tao moi ca héi cho méi cé nhan cé diéu kign duge dau tu cho tuong lai cia minh; ‘Thit ba, xay dying hé théng quan tri nhan sy don gin, dé st dung va mang lai higu qua cao. Théng qua dé giup nhan vién c6 thé toi wu héa nang luc va tiém ning c nhan, tap trung cho cdc hoat dong phat trién cong ty; ‘Thi tu, xay dung vin héa chién thang dé cdc nhan tai cé thé cing nhau thanh céng khi phét trién ning lyc lanh dao cing nhu tinh than chién thang. 180 MON QUAN TRI CHEN LUC | 51Gb, BAITAPTINH HUONG QUAN TRI CHIEN LUGS Cig voi d6, cong ty cing tich cuic trong cdc hoat dong hung tdi nang cao adi séng cong d6ng, chim lo ste Khde cing yt va quan tam dén cdc hoat déng thién nguyén. Voi muc dich g néi dau cling cdc gia dinh va gitp céc bénh nhi cé hoan th khan cé co héi duge phdu thuat mién phi, Masan da tai tro: : d6ng va déng hanh cing chung trinh mé tim cilia H6i bio | nhan nghéo Thanh pho H6 Chi Minh cho ¢éc tt 1 hoan cinh mac bénh tim bém sinh 6 cdc tinh thanh ¢6 co m6 tim va diéu tri mién phi tai Vign Tim = Thanh pho H6 ‘Tit nim 2018 dén nay, Masan da tai tro tOng cODg 14 ty dong, dem lai anh séng cho 400 bénh nhan nghéo, phau thust tim cy), chau bj bénh tim bém sinh tai cée dia phuiong nhu: Quang Ng. ‘Thanh phé H6 Chi Minh... Thém vao 46, Masan Consumer phéi hgp véi cdc co quan nha nude nhu BO ¥ Té, Mat Tran T6 Qu, ‘Vigt Nam cing cdc dia phuong noi c6 cdc nha may cha Masan dy chic trao tang hang tan hang héa gém cac thc phdm thiét yéunhy nuéc khong chanh Lemona C, Nudc tang luc Wake-Up 247, Xi Xich dinh dudng cao cp Ponnie va cde loai mi cao cp... dénc diém chju inh huéng nang né nhat cia COVID-19 nhu ctia san bay, cdc dén bién phong, cdc bénh vién, trung tam céch tOng gid tri trén 6 ty déng. Cong ty cting ph6i hgp voi Quy Song, d6 12 hé khé khan xay nha chéng 1a tai xa Héa My, huyén Phung t Hiép, tinh Hau Giang. Vao thang 7 nim 2020, mién Trung nuéctad trai qua mét loat tr§n Ii lich sit gay tan phd khap khu vi, tap trun chi yéu & Bac Trung BO (Nghé An, Ha Tinh, Quang Binh, Quin ‘Tri va Thita Thién Hué), mt phan Nam Trung B6 (Da Nang, Quiny _ Nam, Quang Ngai, Binh Dinh, Phi Yén) va Bac Tay Nguyén. Dotli lut nay da gay thigt hai ning né vé ngudi va tai san. Viéc van chuyéa hang héa trd nén khé khan dan dén thiéu hut cdc thyc phém thié yéu va nuléc u6ng. Masan Consumer da nhanh chong giti mot ign t 52, 80 MON QUAN TRY CHEW LUGE Rileee BBAITAP TINH HUGNG QUAN TR cHién Luc OBB pang lon dén céc ving bi thigt hai dng thoi cing tham gia véi Quy Song dng gop 01 ty déng dé xy dung 58 cin nha chéng Ia cho ba Zon mién trung trong giai doan 2020-2025. -Véi nhiing né lic khong mét méi ciia minh, Masan Consumer 44 gt ra nhiing muc tiéu chién luge day tham vong trong giai doan phat trién ti nim 2020-2025. « Masan Consumer c6 12 nhan higu diing vi tri s6 1 cia cc nginh nang tiéu diing khéc nhau. 4 Téc dO phat trién trung binh cia doanh thu trong giai doan 2020-2025 dat trén 20%/nam = Tré thanh I trong 3 noi lam viéc duge ua thich nhat Viét Nam yao nim 2025. Cau héi: ‘sc cp kinh doanh cita khai chién luge chién Nhan dang chién luge edp céng ty, chién ‘Masan Consumer va phan tich thuc trang lige nay ? Tai ligu tham khdo Masan. (2020), Bao céo thuéng Masan. (2019), Béo céo thudng nién nam 2019. Masan. (2018), Béo céo thudng nién nam 2018. Masan, (2017), Béo cdo thudng nién nam 2017. Masan, (2016), Béo céo thudng nién nam 2016. 0 won Quin Tm CHIEN LUE 532 By oarrie TINH HUONG QUAN TRI CHIEN LUZGE rE BAY TAPTINH HUONG QUAN TRI CHIEN LUGC soy Tai Hu tham khdo te Déng Tién (2020), Hoat dong ctia Mipec va cdc don Vi thank Ro times, truy cp vao ngay 28/5/2020, tai https://viettimes yyy «-va-cac-don-vi-thanh-vien-post 39272, html ria CHIEN LUQC CANH TRANH Tién (2020), Nhém Mipec lam dn thé naop Copp. CUATONG CONG TY CO PHAN MAY VIET TIEN cap ngay 28/5/2020 tai __https://cafef.vn/nhom. ty (pine he i i ec nao-20201014145639975.chn Héa Khoa (2020), Pico - ‘manh ghép' kin tiéng trong he CafeF, truy cap ngay 28/5/2020, tai https://cafef.vn/nu-co-d tai-chuoi-sieu-thi-dien-may-pico-20201213094321279.chn iwi HUONG ién da khong ngiing né Iyc bién 4c dong sin phdm thdi trang danh cho quy 6ng. Viét hee seine “gal trang chin di theo phong cich cong s8 chudn ive (Formal & Very Formal Style) va Smart Casual, m6i dong ¢6 gan TO ein phim khée nhau, Ngodi r, thong higu con di séu nghién cau anh vi nhm khich hang muc tu trén pham vi ci nue tit d6 ra doi 3 phom dang phit hop vi dng ngudi va s8thich cia i tugng theo fing ving mién Khéc nhau. Khong diing d dé, nim 2017, Viet Tién chinh thie duige nhuong quyén thuong higu gity Skechers nhim mé song phan kh trong linh vue thoi trang nam, bat déu thyc hign ké hhoach tré héa thudng higu.Tuy nhién, thyc té céch nhin nhan tit phia gui tu ding 46i vi cdc sin phim may mac cia Viet Tin cho théy khi nhac dén hinh anh ngudi din éng mac do Viét Tién, ngudi tiéu ding thudng nghi dé sé 1a nhiing ngudi nam gidi cé thu nhép khong * cao lam, chua phai la ngudi thanh dat va cé dia vi trong xa héi, an mac don gidn, khong c6 phong cich néi bat va thudc kiéu ngudi cd tudi. Khong nhiing thé, khé khan ma thung higu phai d6i mat cdn dén tit suf canh tranh ngay cing gia ting vdi cdc thong hiéu trong va ngoai nude, Néu nim 2018 ld cudc dua cia cdc thutong higu thai trang nam ndi dia (An Phuéc, Owei i dén nim 2019, su du nhap va trdi diy 6 at ciia cac thong higu nuéc ngoai tai Viét Nam (Uniqlo, Zara, ‘Trong gin nila thé ky qua, Viet 35,20 WON Quin TR) CHEN LUG 1) MON QUAN TR|CMEN LUD _37_By esr HUONG QUAN TRI CHIEN LUC khign méi trudng canh tranh cng tro nén kh6e lit, thay ning nguy cd, st bing n6 thi trudng cing nhutthj higy, My ‘di t6c d6 nhanh chéng cla ngudi tiéu ding, Viét Tién ang ti, veh dé tréh6a thung higu cla minh theo hung hoan ton Gp hon, chuyén nghiép hon va tré rung hon, Nin thiic duge nhigm va nang tm gid tri. 1a yu 66 o6 amp thiang higu thai trang, Viet Tién da chi Mea “ce nghé va kj thuat sin xudt, néi bat 1a nha méy sit dung ning | sit trai Viet Long Hung dugc xay dung theo ti Leed Platinum - mét tiéu chudn quéc té cao nhat 6, chat ligu cia san phém ludn duge Vigt Tién c it theo xu hung thai trang thé gidi, nhing chat lidu 6 nhj ning hung dén su bén ving ca cugc sOng,tron; 6 des b 2 si gid xanh, Bamboo va Tencel véi nhiing tinh ning mé thodng mat va khong mét nhiéu théi gian dé Ui. Van chigc quan tay, nhung gid day khi duge sin xuat khép kin, két hop may méc hién dai va chat vai vugt phuc trd nén ding cp hon khi dugc khoac dng tinh t& va day trdi nghi¢m. : ‘shi trang nam kh6ng ca ndm trong, khuonKh6 ta su chia chu, lich sy ma con ddihdi phai sang trong va lich lim phithgp trong ting méi tung, Trong thi budi nam gidi ngay cing tu tin hop trong vigc thé hign ban nga phong cch qua:théi trang thi viée chi trong vao phom dang lin hoa tiét trén sin. pham l&.mét phan quan trong cia mt thuong higu. Néu nu trude day Vige Tin duge bit én véi thong higu théi trang cong sé co ban danh cho quy dng tui trung nign thi gid day, voi nang luc cim thu thei trang dy tinh ¢ Vit ae da khodc lén minh ngudi dan éng mét phong thai ty tin, ban linh qua vige mé rong, da dang nhiéu dong’san phamy lam cho H&M...) Mon UA TA CHEK LUGE Oe tee ee BAITAPTINH HUONG QUAN TRI CHIEN LUG sy BRALTAP TINH HUONG QUAN TRI CHIEN OE dng tr nén phong phi nhuing vin chun muc. “business casual” va “smart casual” cling sy phat Fi baphom ding ni! regular, regular ft, slim fi” cia Viet Tién sé rier re dc hic nhat giip quy Ong tr nén sang trong, lich lam Khi Ja tr in vic v6i 461 tac hay tré trung, ning dong trong nhiing ky 1é hoi. Dé huéng dén sy trai nghiém tron ven, ‘Viet Tién da ig higu Skechers - thuong higu gity dép n6i iéng cia MY tic cia dan gj phe suc cha da 1a pong moi dua thuon} ao hé thOng cia hang Viettien House, MOi sin phim Viet Tién gui “én khdch hang la mot st hoan hao, duige tinh toan kj cang tit “su thu hiéo” va “su tran trong” Nely 12 thing 10 nim 2019, Viet Tién da Khanh thinh Trung tam nghien cau va phét trién miu Duong Long (Duong Long R&D) 6 qay mo 3000m2, nim trong khuon vien Téng cong ty duge déu tu theo tigu chun chuyén nghiep cia céc trung tam thoi trang thé gidi Duong Long R&D gm cic khu vic chite nang: thiét KE sng t20. ky thuat, may méu, sin xudt hinh anh truyén théng, hinh thinh moi trang sing tao ddy tinh nghé thudt va thai trang, Phong Lab, phong Workshop, phong Meeting, Tht vin, Showroom chio & ban hang, sin Catwalk, Studio... duigc thiét ké theo hinh mau kh6ng gian lam vigc hign dai va chuyén nghiép cia céc trung tam thdi trang thé g nat huy t6i da siic sang tao cia céc nha thiét ké, nhanh chong, ién da dang sin pham, dap ting t6i da nhu cfu cia thj trudng. dng Lab li noi pho dién ting dung phn mém cong nghé tién tign, ti hic bat dau ¥ tudng thiét ké véi sketch 2D, dén viéc quan sat va diéu chinh thiét ké trén nguéi mau 1u, hoa van thy té. Phin mém cho nha ky thuat may va hoan thign théi gian, chi phi lao déng va khoi ké. nham p! tao ra céc miu méi, phat tri 3D truc quan sinh dong ra nhiing mau rap chi tiét, b miu nhanh chéng, tiét ngudn sang tao mu cho nha 2 MON QUAN TRL CHEN LUC 39303 by on ho Tin Huo QUAN TR CHEN YEE éphye-vu céng téc chao va ban hing cho hy, A ngudi tigu ding, Duong Long R&D rq at catwalk 500m2 va showroom chao vi ban hang 300m2, Gag he th6ng am thanh, anh sing ya man hinh eg kn dai, tag neat \chong gian trinh din va trung bay ding cip thay d6ip, thc bén hang méi, chuyén nghigp theo tiéu chudn quée 1g yg. duy di m6i d€ pha hop vi xu thé phat trién cla nginh the in thé gidi, Viet Tién dinh huéng thiét ké va sin xudt dap ting tha nu cu tu ding. Céc BST méi sé duge tung ra mi thing, gy trinh dign tren sin catwalk va trung bay tai showroom, Noy théng daily va cita hang Viettien House, nhim dap ting t6 d du mua sim nhanh, linh hoat cho khach hang khép moi tinh thing, Vigt Tign da cho ra trang thufong mai dign tit: wwwestore vietieg comwn Véi thong digp “Step into the future ~ Buc t6i tung lai Duo Long R&D hia hen li noi dén déu xu hung cia vin minh va sng tao, li noi nghién cau ném bat va dinh huéng xu huéng,thdt trang mau sic, chat liu, kiéu dng... la bé phéng quan trong trong cing cudc phat trign chudi gid tri va khang dinh siic cank tranh cia thuong higu tai thj trang noi dja va xuat khhdu, dutgc xem Ia chia khhéa chify luge quyét dinh sy bén viing cia thuiong higu trén stn théi tring quéc té, ‘Truyén thong d6ng vai trd quan trong trong trién khai chién luge khéc bigt héa ciia Vigt Tién voi muc tiéu: di mdi nhan thi cia ngudi tiéu ding vé mt thuong hiéu Viét Tién hoan toan mdi, cao cp hon, chuyén nghigp hon va tré trung hon. Lam sao dé ngubi tigu ding nhan thtic Viét Tién la mot thuong hiéu “all-in-one” danh cho nam giéi, bit cit thi gi lién quan dén thoi trang cho phi manh thi Vigt Tién déu c6, Tang d6 nhan biét va tinh yéu thuiong higu cla ‘gui tiéu diing danh cho Vit Tién. Tit d6 khign cho tif kha Bén canh dé, kénh phan phéi v 40.0 on qudn Ta CHEN Lupe BA TAPTINH HUONG quan a cHien woe BBY jam” trd thanb tinh tit nbn dign cho thong higu. Tré héa hinh anh thutong hiéu va phong céch thdi trang cia déi tugng muc tiéu, cu thé g diy la d6i tugng trung nién tit 35 dén 50 tuéi. Gidi thigu va gay an tung voi ngudi tiéu ding vé sy ra mat hé théng Viettien House cing enh mua sim truc tuyén estore. Dé thyic hién muc tiéu nay, Viét ‘Tién di trién khai 03 chuong trinh truyén thong: - Big concept “Thdi khac cita sy lich lam”: Nam dau tién 2018, dé thay 46i nhan dinh “chi c6 théi trang cong sd” vé Viet Tién cita ngudi ding, chién dich giéi thigu lai sin phém (functional) di cing cac sit kien néi bat (occasional) dé thay d6i nhan thie ca thi trudng vé st da dang mau ma, thdi trang “all-in-one” dp ting moi nhu cau cin thiét cho dan ong 6 nhiéu lifa tuéi/giai doan trong cudc sng. Hinh anh ngudi dan 6ng Viét Tién lich lim, hign dai, nang dong trong tam tri ngudi tiéu ding li dinh vj méi thyong higu muén hudng dén va quyét tam dat duige. - Social concept “Viét Nam Tign Lén”: ra ddi theo dong su kién AFF Cup xau chudi v6i y tudng Idn (big idea) thé hién tinh than luén tign vé phia trudc véi khi chat lich kam cita dan ong Viét cong huéng tinh thn thong hiéu Viét lau dai. Ban than théng diép “Vigt Nam ‘Tién Lén’ cling la cdch choi chit véi chinh tén goi thong higu. - Big concept “Lich lim khi chat Viet”: Tiép néi su thanh cong cia nam dau, nim thit hai - 2019, bén canh viéc tiép tuc truyén thong vé sin phdm, thuong hiéu tap trung sii dung nhiing gid tri cim tinh (emotional & inspiration) dé tao tinh yéu thong higu két n6i voi ngudi mua nham xy dung hinh anh thuong hiéu gin véi khi chat din 6ng Viét, qua d6 khéo léo khang dinh niém ty hao dan t6c. Cée cong cy truyén thong Viét Tién da 4p dung: - Truyén théng qua mang xa h6i: Nam 2018, noi dung trén mang xihGi, cu thé la Facebook, bit dau thay di theo hugng tré hoa hinh 8 Mow qui Tm cméu Luge 41A we BAITAPTINH HUONG QUAN TRI CHIEN Luc - » viet Tién bang cach sir dung hinh a anh cia Vigt Tien bang cc n anh ngye aa cept ning dong hon. Cée noi dung sing etl nly we gong mt cichhigu au cONg mh thé higm the ga vy rang ma psi mann. quan tim (vid, kha nig, thai trang nam méi, céch chon 46, phoi trang pines a mu pit la sy kign AFF Cup, m@ dau bing post “6 kiéy 3 Trg : we ‘Nam Tién Lén” dat duge su quan tam va c6 vii nhigt tink abo. Sens n6i dung sing tao “Viet Nam Tién leg a gu 1 do Kno eo Long ghép niém tu hdo dan téc diy tinh a céc tran bong 44 véi sin pham tir thuong higu Vier, ca hing loat bai ding trén mang x4 hi dat higu qua cao Aa : cam tinh v6ithuong higu nhu: 1001 ly do yéu bong aa yy 6 iu fan obvi ng 3 so chiénthuat Viet Nam Tgy Nim 2019, bén canh AoC content, Viét Tién tigp néithan, cianhingndi dung sng a0 nim 2018, theo sétnhigu sy gs tinh thoi sy. Noi dung “Cai tu hao, n6i khét Khao” véi hinh, io Viet Tién ruc sic 48 n6i bat nit 40 hinh sao ving da duge omic tryéncim hing dé Viet Tién tung rab suutip (gon Nam Tién Lén dap lai sy yéu thich tu ngudi ham mé. Cé the. la mot minh chiing cia vige ndm bat co h@i tao tinh cim cho t ~ Cc video sing tgo: Nam 2018, video chi, 46 “Thi ke ci lich am’ la buéc mé dau dénh dau su thay d6i cita Vite Tién, Q céo TVC ké vé nhiing khoinh khac trong cudc sOng ci: vat nam chinh dai dign cho d6i tugng myc tiéu Viet Tién| nam gi6i trung nién (35 ~ 50 tudi) va nam gidi tré (23 ~ Xuyén suét video la nhiing khoanh khac thuéng ngdy ciia n og ve ings lam vige, thu gian, sum vay bén_ ho nao, ho van luén lich lam, ban linh v6i: hanh cha Viet Tign. Qua dé thé hién duge wera 2 sown cuda ra cme urge Gem tee 7 BAI TAP TINH HUONG QUAN TR] CHIEN LUC. Step Noe «gba si tré trang, hign dai, thot trang ma Viét Tién dang muén cing nen trong, ching dung sip (i. Bai toin vé phuong thie hore ang tip trung Vao sin phém mot cich sing t2, dic bigt 461 pes huang bigu s® hw nhié dong sin phim khéc nbau, lun a hii thach. ee im 2019, 08t hig video chi 8 “Lich lim kh chit Vie video anh cong trong viéc truyén cim hiing vé nhiing ngudi din ong co phong céch thei trang lich lam, chin chu, khong ngiingtién aén than twu, qua dé thé hign sit théu hiéu va vai tro dng hanh cia én, Hinh Anh nding nguoi din Ong tién vé phia trudc la sy két di voi chi dé truyén thong “Viet Nam tign Lén” nim 2018. Khéng pgitng thay 46i va ngly cing khang dinh phong thai lich lam. Video ‘not kin nfa cho théy su da dang cia céc dong sin pham Viet Tién va tinh ding dung cao trong kha ning két hop trang phuc phir hgp bai ‘nh da dang, nhiéu phong céch thei trang. - Céc video dac tinh (functional video): Sau nhiing phan héi tich «qc ti nim 2018 trong vigc lin tuc dy tinh cdm thuong higu va gid tri cam xtic, nim 2019 Viet ‘én bat dau can bang lai bing cach day manh cic video dic tinh (BST Sen va Bach dan) tap trung vao su cdi tign vé ch thiét ké va chat ligu trong nhiing dng san phém cu thé. - Truyén thong qua website: Nim 2018, nhiing bd anh lookbook 4m tugng ra di v6i da dang céc concept khdc nhau (Khai phéng g6c nhin, Phong khong nét hao hoa, Séng cing dam mé) thu hit sy cht vayéu thich bdi hinh anh m@t Viét Tién “thay da déi thit’, Lich lam nhuing vin tré trung, phong khodng. Nam 2019, tuong ty ném 2018, titcd b6 anh lookbook cia Viet Tién déu cé concept riéng va da dang vé chi dé (Trang phyc mita hé, Lich lim vugt théi gian, Smart shirts (thdi trang thong minh) tri ky quy Ong Viet...) thé hign su nhanh 1 MON QUAN TR CHEN LUGE 43\ a sare NH HUONG QUANTRICHIEN LUC 2, or huéng, sic thai théi thygng nh hay cép ahat thing nhting van», am bat bién, tap 'UNB vao nhiing chit dé néi bat ia i et vv6i Khéch hang myc tigu. Nang thy Cau hoi: Nhan dang chién luge canh tranh cia Téng con, in vi phan tich cdc diéu kién dp dung chin ie Dh 6, Phin ys & ai ligu tham khdo: ‘Brands Vietnann (2018) Chién dich tré ha thuang higy i. dip tai pewsrncrandvietnar.com/carpain/ 450: Viney ilci-tre-hoa-thuong-hiew-quoc-daciren, tray cp ngay 15 th tren ‘Nam Anh (2019) Vige Tién dy manh chién luge nang cap itu tray pt intps//rmexpressmetviet-tien-day-manh, ane cao-gia-trithuong-hiew-3994947,htrnl - Viettien (2019), Viét Tién - ndng tdm gid tri, khan ae 4, "g dink phe tin bén ving, tray clp tai https//wwm: tettien ope me tin-vietien/viet-tien-nang-tam-gia-tri-khang-dinh-phong-cach-phy ben-vung Phong-cach phat ieee | thay A smu culo ra emerge ‘BAI TAP TINH HUONG QUAN TRI CHIEN LUOC shy, GAITAP TINH HUGNG QUANT SE rina HUONG ani it ST ea CONG TY MASAN CONSUMER ~ HANH TRINH D1 TIM NGOIVI 56 1 TRONG LINH VC HANG TIEU DUNG jing Masan (Masan Consumer) la mét trong nhting hnuc phém va d6 udng hang dau Vigt Nam va méi day da tham gia vio thi trdding hang héa my phim chim soc ca nhan ‘aia dink. TriétfKinh doanh cia ‘Masan Consumer la: “Hang ngay, Tang ta ng cao adi séng vat cd va tinh than cita ngudi tiéu ding oy Nan’. Masan ign nay dang sO how mot mang, luéi phan phdi wong Khép cho phép 98% hd gia dinh Viet nam 6 it nhat mot san phém cia Masan, V6i mu tiéu s6 hau 12 nhan higu diing vi tri s6 1 Pig cdc nginh hang tiéu ding khac nhau, t6c 40 tng trudng trung ie cia doanh thu dat 15%/ndm va la mot trong ba noi lam vige ua thich nbét Vigt Nam trong nim 2022, Masan a e6 nhiéu chién Ide {i duy tri va phat huy loi thé canh tranh cia doanh nghiép. Trong {46 Masan tap trung nhiéu nhat vao chién luge tham nhap thi trong nngi dia thong qua vige xay dung thuong higu manh. Céc thong hi¢u tha chét cia Masan Consumer gm: Chin-Su, Nam Ngu, Tam Thai ‘Tu, Omachi, Kokomi, Heo Cao BGi, Vinacafé, Wake-Up, Wake-Up 247, Compact Cherry, Vinh Hao, Vivant, Lemona va Quang Hanh, trong dé cé nhiéu thudng higu nhiéu nim lién duigc binh chon 1a han hang phat trién nhanh nbat va duge nhiéu ngudi tigu ding Viet tin ding nh. Tong nim 2020, Masan Consumer hao diing dau “Top 10 Céng ty thyc pham dong géi, gia vi, dau an”. Ngoai ra, Masan Consumer tiép tuc nim trong Top 3 Nha sin xudt s@ hitu cac thong cong ty tieu di cong ty sin xut tl BOMON QUAN TRI CHEN LUC _45 ehhPHAN I CAC TINH HUON 1 id TINH HUONG tones me TAM NHIN VA SU’ MANG KINH DOANH CUA LIVESPO ——— LiveSpo vi m6t tuong lai khong khéng sinh ify mee ee is ‘true, khéng sinh 18 mot phét minh Wiig ee 'u sOng tinh mang cia hang triéu ngudi dan todn o§, seuinh3 cn bénh nhigm khudn. Thé nhuing, viéc sit dung khing = ae vige nang cao sttc khoé nhut con dao hai ludi. Bai Khéng ou ee chi tigu digt hai khudn trong cg thé, ma cbn tiéu ditty 4 hudn ~ nhiing vi Khudn gidp con ngudi hép thy chat dinh luéng, tigu hod, va kich thich hé mién dich. eee ‘ti tm nguyén “Vi mét tong lai kh6ng khséng sinh say Eee 'oc tap va nghien cttu tai Dai hoc Hoang gia Nhét Ban Ty. u, TS Nguyén Hoa Anh ~ Nha sing lap LiveSpo tr vé Viét Nam dé nghién citu va phat trién mot dong bao tit Ioi khudn tién tign. Chin ss théhd tro viée diéu \Ang sinh hiéu qua va gittp gidm thiéu, ng nhiing trigu chting r6i loan tiéu hod do khang sinh gay ra. LiveSpo tién than la céng ty Anabio dugc thanh lap vio 2010, trai qua nhiing khé khan va thach thitc cho dén by ‘ein N Ta cOng ty me cita cdc c6r vién nhu Anabio, Phoenix, Biogani otek KEtit d6 ae ae dén gén hon va rong rai hon véi nhiing ngudi sit dung bao ti \gi khudn trong vigc hé tro diéu tri cdc bénh vé tiéu héa va ho hip. ~8_, 90 MON QUAN TRI CHEN LUG BBAITAP TINH HUONG QUAN TRI CHIEN LUGE iy, BATAAN TORS CATR SEN WIE Hanh trinh 10 nam tit Tién si sinh hoc phan tif tré thanh trigu phi dé la ‘Thai diém trudc khi bao tit lot truémg bay bin nhiéu loai men vi sinh va ngudi teu diing thuéng ea nhiing quan diém sai lm vé ching. i dy, tat ca cdc chiing Igi khudn déu gidng nhau, chi cin bé sung sin phém chita Igi khudn la di, san pham cang chia nhiéu CFU cing t6t (CFU 1a m6t trong nhding don vi diing dé dinh lugng vi sinh vat con sOng). Tuy nhién, co mét st that ring khong phai et stt dung nhing sin phém thuc phaém chife nang chifa Igi khudn Ia co thé sé nhan duge su cai thin vé mat site hod, Trén thj trudng hdu hét 1 nbiing sén phm men vi sinh <6 thanh phn tit Lactobacillus hoac Bifidobact Nhiing chiing nay tuy ¢6 Joi cho sttc kho tiéu hod, nhuing chiing v6 cing nhay cim v6i nh sing, Oxy, nhiét 40 va d8 dang bi tieu digt béi acid da day. Do 46, cho dit c6 tiéu thy s6 Iuvgng ln thi chufa chic 4a higu qua cao. Higu 16 duge thyfc trang 46 va véi thanh tu sau 15 nam hoc tip va nghién cau tai Nhat, Tién si sinh hoc phan tit Nguyén Ho’ Anh da quyét dinh tit choi m6i truding lam vige hap din cia Nhat dé tro vyé nuéc thinh lap LiveSpo v6i ly tung g6p phan tao ra mot tuong Jai khong khdng sinh. Ong da lua chon LiveSpo 4é ting dung két qua nghién cau ciia minh vao sin xudt dang men vi sinh loi khudn (pro- biotics) méi, Dang men nay khOng chi gidi quyét dugc céc nhuge diém ma hau hét céc sin phdm men vi sinh trén thj trudng dang gip phai ma con md ra 1 huéng di méi vé xit ly céc bénh Ij khac trén co thé nhu hé hip, phy khoa, cham séc da, Ong cho biét, tren co thé c6 6 cita ng6 ma vi khudn, virus c6 thé xm nh§p duige dé la: mat, mai, migng, tai, bo phan ving kin, da. O cac khu vue nay déu t6n tai hang nghin ti vi khudn c6 loi. 6 noi nao c6 viém nhiém thi d noi dé t6n tai vikhuén (hai khudn). Va cong nghé cla LiveSpo khéng sit dung dang Khudn LiveSpo ra d8i, trén thi 0 MON QUAN Ty CHEN LUGE 7283, wre rns HUONG QUAN TR| CHIEN LUOC wien hay dang bot truyén théng ma dude sin ust duo‘ dang ng, giip co thé hap thu nhanh chéng va toi wu hig qué, ing dung dugg trong nhiéa linh vy. Sin phim bao ti loi khudn LiveSpo git phy 1h6i va ti tgo moi trudng s6ng lanh manh cho hé vi sinh vat trén gy thé, tao diéu kién thud Igi cho loi khudn ban dia phat trién, tik ag tao ra mot 6p hing rio gi khuén quanh ca thé gitip chOng li cicti, han géy bénh. i Mic di xuat phit 18 ngudi lim khoa hoc nén cong té¢ quién ty kinh doanh cia LiveSpo ban du c6 nhiing ling ting nhét dink nhuing do sin ph4m thy sy dem lai gid tri nén van duige ngudt tity dung dén nin. Dac biét giai doan dau, sin phim cia LiveSpo rut hau ra thi tru@ng nuéc ngoai duige ban duiéi dang OEM, tic la bin theo thuong higu cita nude ngoai. Va cdc nha phan phOi duvge mug ho mua sin phdm theo container, sau 46 ban J nut6c cla ho. Nim 2013, thugng phdm men vi sinh bao tit loi khudn dang nude diy tién ra dai, vigt qua nhuigc diém tat c men vi sinh truyén théng va Cong ty hign dang xudt khdu gidn tiép qua Amazon.com dén Mj vi hon 25 quéc gia trén toan thé gidi. Hign nay, cong nghé bio tt loi Khudn LiveSpo dang din déu thi trudng va tiép tuc dulgc dau tu rit manh. Téc do phat trign cOng nghé cia LiveSpo nhanh hon cic dé, thi rat nhiéu. TS. Nguyén Hoa Anh cho biét: “Trong vong 10 nim qua, chting t6i da di duge nhiing buiéc tign rat xa. Mot cOng ty dige néi tiéng cia Phap c6 kinh nghiém 60 nam nhung cing chi ditng ki & sin phdm dudng tiéu hod va néng dé Igi khudn thap hon phén Ién sin phém cita ching t6i hign nay. Céc sin phém cha LiveSpo da hé trg cdc cita ngo khac cia con ngudi nhu hé hip, da, phy khoa... Va chinh ti khi mt cong ty nhé ciia Vit Nam nhu LiveSpo cé6 thé sin xudt thanh cong sin ph4m bao tif Igi khudn dang nuiéc da ching véi nGng dd cao da tao ra trao lutu trén thé gidi. 1-880 MON QUAN TR CHEN Lue BAITAP TINH HUONG QUAN TR| CHIEN LOC soy Va nhan thay tiém nang v6 ciing to én cia sin phim, Quy Me- kong Enterprise Fund IV da dau tu 8,8 trigu USD vio LiveSpo Glob- al. Vigc hop tc gitia LiveSpo va Mekong Capital dem dén ci von va nang Ivc quan tri, két hgp vdi san phém tot sin cé, tiém nang ting trudng ca cOng ty dang dugc ky vong budc sang thoi ky phat trién manh mé. ‘Tim nhin va Si mang kinh doanh Nha sing lap Nguyén Hoa Anh cho biét, voi ly tuéng vi mot tuong lai khong khang sinh, cong ty dat ra tm nhin toi nam 2025 la «Tré thanh cOng ty duge nén tang s6 phuc vu 1 trigu gia dinh trén ton thé gidi, sit dung bao tit gi khuan thay thé khang sinh’ Céng ty cing xéc dinh r6 cing xéc djnh r6 sit ménh cita LiveSpo 1a “LiveSpo tao ra cudc cach mang vé chm s6c va bao vé sitc khoé ping bao tit Igi khuan’. Voi cong nghé hign dai, LiveSpo luén dim pao chat luong san phém tt nhat dén nguoi tiéu ding trén toan thé ii, hung dén cham séc sti khoé cho ting nguéi, ting nha mot cach an toan, bén ving - “Vi mt tuong lai khong khang sinh’. Cong ty xty dung mt moi truémng lam vigc hanh phtic, noi moi thanh vien duge nhan co h6i cong bang, dugc tgo diéu kién thuan Igi nhu nhau ign ude mo cia minh, hudng tdi hién thyc héa ude mo mot tuong lai khéng lé thudc khang sinh’. Tai LiveSpo, moi hoat déng cia doanh nghiép déu hung tdi myc tiéu mang la gid tri t6t dep va su hanh phic cho con ngudi. Céng ty xem méi nhan vién nhu mét khéch hang quan trong dé ling nghe, thu hiéu va dé nudi duiéng mét méi trudng chuyén nghiép dé méi nhan vién 6 thé phat trién ban than va dinh huéng twong lai lau dai. Gan két chinh la mét yéu t6 then chét gidip LiveSpo thinh cOng. Qua cdc cudc khao sét dinh ky, céc chttong trinh van héa doanh ng- higp... Cong ty thu thap y kién dong gép cia nhan vién vé cdc vin dé ‘9 MON QUAN TR} CHIEN LUGE _ 9by ware rneucnc UANTRICHEN woe a ee jn quan ca doash gh tit dedi chin chit gag qui Ci tuba mot ending lam vie, gi tng mite dO hai Ling cig vila iehéng hd vio kha ning thanh cong cia ho, hin vg ae Cin hot: “ 1. Phin ich vai rd va din gid mired dp ting yu cay eg, ‘" nhin chién lege ciia LiveSpo? : ‘ 2. Phan tich va nhdn xét sit mang kinh doanh ciia Lives 3 ‘Tai ligu tham Khdo: - https://livespo.com/ve-chung-toi/ = https://eafef-vn/hanh-trinh-10-nam-tu-tien-si-sinh-hoc-phap, -tro-thanh-trieu-phu-do-la-20211209234637877.chn fe (10, 80 on ular owen LUG BN TAPTINH HUONG QUAN TR cHiEN Lo BSB rinH HUONG PHAN TICH MOI TRUONG KINH DOANH CUANGANH GIAO BO AN TRUC TUYEN TAI VIET NAM Voi dan s6 gan dat ngudng 100 triéu din, trong dé chiém 60% la ngutdi tré, Vigt Nam dang ngiy cing trd nén tiém ning hon cho cic foai hinh kinh doanh tric truyén, N6i bat trong s6 céc loai hinh kinh doanh, dich vu giao d6 an truc tuyén dang c6 tc dé ting triéng tot nbd thoi quen tiéu ding cia ngudi Viet dang thay d6i. Khach hang da phan 1b gidi tré, ban ron hon, sOng trén mang xa hOi nhiéu hon nen muén c6 si tién dung va sn sang tra thém tién dé mua d6 in online. Gidi van phéng ban rn cling sin sang tra tin dé goi dé an vé thay vi mang theo hodc ra ngoai an, Nhém khdch hang nay cing thanh thao cong nghé, thich nhiing trai nghiém méi la. Theo khio sit cia Q&Me tai Ha Noi va TPHCM méi day, 62% ngu cho biét c6 sit dung dich vu giao d6 an truc tuyén. Trong 46, 82% sit dung qua cdc app (ting dung). Phan lén (72%) ly do dita ra cho viéc si dung dich vu giao dé an tric tuyén la tiét kigm théi gian. Bén canh d6, cdc khuyén mai hay viéc dim bao an toan trong mia Covid cing duigc 49-58% ngudi déng tinh. Ngudi sit dung dich vu giao d6 an chiém khodng 34% dan s6, trong dé s6 ngudi thing xuyén sit dung la 8%. Nhém khéch hang nay thudng sif dung dich vy véi gia dinh va ban ba, véi cdc mén phé bién nhu Ga rén va dé an Italian & Pizza. Phuong thtic tim kiém céc mat hang phé bién la tim kiém qua trang web, hay cdc cita hang da biét sin, Diéu nay tao nén mot nh6m. 150 MON QUAN TRI CHIEN LUC _11