1.

i th cnh tranh - i th tm n
Th trng bia Vit Nam ch yu c cung cp bi cc nh cung cp trong nc, chim 90% lng bia tiu th, bia nhp khu ch chim 10%, v c nhp khu ch yu t 2 th trng M v c. - Th trng trong nc Bia Si Gn ang chim u th phn khc ph thng. Theo s liu thng k ca Hip hi Bia - Ru VN, hin ti nu chia th trng theo phn khc, Sabeco ang dn u dng bia ph thng v chim 35% lng bia bn ra trn ton th trng. Trong khi , VBL ang nm gi 70% phn khc cao cp. Nu chia theo th phn ton ngnh th 3 cng ty Sabeco, VBL, Habeco chim hn 60% tng gi tr ca th trng trong nc. ng u l Sabeco chim 31% th phn, n VBL 20% th phn, v Habeco chim 10% th phn. Ngy nay xu hng thu tm, sp nhp, lin doanh gia cc doanh nghip ang l nhng chin lc c cc doanh nghip bia p dng khi h mun tng v th ca mnh hn so vi cc i th. Trong ngnh bia c nhiu cuc thu tm nhm tng th phn, kh nng cnh tranh trong ngnh ca mi doanh nghip, nh nm 1997 BGI bn li h thng ca mnh cho tp on bia Fosters, 1993 Carlsberg (c) lin doanh vi Lin hip Thc phm Vi sinh (halimex), 2002 Fosters tip tc mua li Nh my bia Nng - Th trng nc ngoi Bia ngoi nhp bt u b vo Vit Nam. Bn cnh vic qung b trn cc phng tin thng tin i chng, trong ngnh bia cn c hnh thc tip th ti ch bng nhiu hnh thc khc nhau (Bia Budwiser ca M gn y xut hin ti Vit Nam, bia Carlsberg ca an Mch, Tp an San Miguel: sn phm San Mig Light c nh v l i trng cnh tranh vi Heineken v San Miguel Pale Pilsen cnh tranh vi Tiger nhn hiu bia ln nht Chu nhn s u t t Heineken). Song song vi vic qung b cho cc thng hiu sn c, ngnh bia ang chng kin mt ln sng hp tc v nh v li sn phm, khi hu ht cc ng ln u c tham vng bnh trng sang cc a bn khc ngoi lnh a ca mnh (Vinamilk lin doanh cng tp on bia SABMiller sn xut bia Zorok).

2. Nh cung cp: Nguyn liu u vo chnh ca ngnh l i mch (malt), hoa vin, cao hoa, hoa thm, go, ng, ch yu c nhp khu t nc ngoi (60-70%). Thng thng, qu trnh sn xut, ch bin v phn phi c t chc tp trung, do tnh cht sn phm bia cps thi hn s dng tng i ngn, khi lng ln, yu cu bo qun lnh bng cc thit b chuyn dng,nn a phn cc doanh nghip trong ngnh u xy dng h thng phn phi nguyn liu ca ring mnh.

3. Khch hng:
Vi mt nn kinh t Vit Nam nng ng v ngy cng pht trin, i sng ngy cng nng cao th chng ta c th tin tng v s tng trng s lng ca cc doanh nhn thnh t trong tng lai, tin tng s khch hng tim nng trong phn khc ny ngy cng tng. Nhu cu ca h cng thay i, i vi khch hng cao cp, ung bia khng ch n gin l ung bia, m h cn tm kim trong s tha mn, s mong mun th hin mnh, s hnh din vt ln trn mi ng cp. V vy h sn sng tr thm tin c c cm gic ca mt doanh nhn thnh t. Bng 3. Phn khc khch hang theo tng lp x hi v li ch Cch chia Phn trng BNH DN TRUNG CP CAO CP BNH DN TRUNG CP CAO CP khc th Cc loi bia trn cc phn khc Bia hi, Si Gn xanh, Si Gn , BGI, Vit Tip, HuDa, H Ni Tiger, San Miguel. Corona, Heineken, Si Gn Special, Carlsberg, tiger. i Vit vng, Bn thnh, Si Gn xanh. Zorok, 333, Halida, Si Gn , San Miguel, Tiger, Corona , Heineken,

BNH DN TNG X HI LP TRUNG LU THNG LU R YU CU TRUNG BNH CAO V LI CH GI C

Si Gn Special, Carlsberg Bng 4. Phn Khc theo cc yu t khc NHM CP TRUNG NHM CAO CP

NHM BNH DN

Lo ti chnh Tnh cch Truyn thng Coi trng gia nh Kh chnh nng ti

T tin, lc quan T tin, lc quan C hoi bo nhp trung C c tnh Thch th hin bn thn, ng cp Thu nhp cao, n nh (trn 5 triu) Chng t a v, quan h lm n

Thu nhp thp v Thu triu)

khng n nh (di 2 bnh, n nh (2-5 triu) Tm s thoi mi, vui v, chng t c tnh

Nhu cu ung Tm s thoi mi,vui bia v, qun su, do ghin

4. Ro cn gia nhp ngnh

Bn cnh cuc ua v sn phm (gi, cht lng), yu t th hai v l yu t c cc nh sn xut quan tm nht vn l h thng phn phi. Ngnh bia chia knh phn phi ra thnh 2 loi: knh truyn thng ( cc qun nhu, nh hng,..) v knh hin i trong cc siu th, ca hng. Tuy nhin, cc nh sn xut bia lun c xu hng y mnh cc knh phn phi truyn thng, v a phn ngi tiu dng Vit Nam thng c thi quen ung bia theo nhm v ung ti qun. Knh phn phi ch lc ny l ngi n cho cc cuc chin tranh trong ngnh bia. Cc nh sn xut tm mi cch m rng knh phn phi truyn thng, t vic k hp ng cho ti tha thun hoa hng cho nh phn phi. 5. Tnh hnh cng ty: Sut nhng nm qua, Tiger nhn hng lot phn thng gm c 30 huy chng vng quc t, gn y nht l huy chng vng th gii vo nm 2004 ( loi Style Pilsner) do hip hi ru bia trao tng. Ngy nay Tiger l bia hng u Chu trong th trng chnh v doanh thu ca cng ty vt qua c nhng i th cnh tranh gn nht.

C hi (Opportunities) Nhu cu th trng cao. T l tng trng kinh t cao. Ch s CPI tng trong 10 thng. Khoa hc chng minh ung SWOT bia ng cch c li cho sc khe. Phong cch sng ngy cng tng. C cu dn s tr. im mnh (Strengths) C ngun ti mnh. C chin lc qung co tng. Sn xut nhng loi bia cht lng cao. C thng hiu mnh. C h thng phn phi rng. Dy chuyn sn xut hin i. im yu (Weaknesses) khc th trng cao cp. Ngun nguyn liu WxOy tm. Xu hng hp tc kinh doanh. SxOy

Nguy c (Threats) Bin ng ca t gi. Tc chuyn giao cng ngh cao. Th trng, khch hng c nhiu phn khc. Nguyn liu ch yu nhp khu

hin i, thu nhp bnh qun t nc ngoi. i th ngy cng nhiu.

SxTy a dng ho Chin lc kt hp v pha sau. v pha trc.

chnh .Nhm chin lc chuyn su. m.

Nhm chin lc m rng quy hot ng ng tm.

(Marketing) c o, n .Thm nhp th trng. ngang. Chin lc kt hp.

.Chin lc kt hp theo chiu Chin lc kt hp

WxTy v pha sau.

Ch tp trung phn .a dang ho hot ng ng Chin lc kt hp

trong nc khng cung cp.