GVHD: H TH M KIU

NHM 6
LP 06 MT 5.2

PHN TCH MI TRNG VI M

CNG TY C PHN
VINAMILK

www.vinamilk.com.vn

NI DUNG

PHN 1
2

PHN 2
2

TNG QUAN
V
CNG TY

www.vinamilk.com.vn

PHN TCH
MI TRNG
VI M

I. TNG QUAN V CNG TY

NI DUNG
1

GII THIU V CNG TY

2 S C CU SN PHM
3

www.vinamilk.com.vn

CC LOI SN PHM

1. GII THIU V CNG TY VINAMILK

Tn y

Cng ty c phn sa Vit Nam

Tn vit tt

Vinamilk

Logo
Tr s

36- 38 Ng c K,
Qun 1,TP H Ch Minh

Vn phng giao dch

184-186-188 Nguyn nh Chiu,

Qun 3, TP H Ch Minh

S in thoi

(08)9300 358 Fax: (08) 9305 206

Web site

www.vinamilk.com.vn

Email

vinamilk@vinamilk.com.vn

www.vinamilk.com.vn

2. S C CU SN PHM SA

www.vinamilk.com.vn

3. CC LOI SN PHM CA VINAMILK

PH MAI

SA CHUA

SA TI

NHM SN PHM SA DIELAC

www.vinamilk.com.vn

KEM

SA C

NC P TRI CY

SA U NNH

II. PHN TCH MI TRNG VI M

NI DUNG
1

I TH CNH TRANH

KHCH HNG

I TH TIM N

NGI CUNG CP

SN PHM THAY TH

www.vinamilk.com.vn

1. I TH CNH TRANH
CC LOI I TH
TRC TIP

TIM NNG

Nhng ngnh
v ang hot ng
trong ngnh c
nh hng mnh
n tnh hnh
kinh doanh ca
doanh nghip

Cc cng ty chuyn
sn xut cc sn phm
thay th nh bt ng cc,
thc phm chc nng
nh IMC,DOMESCO,
BIBICA nhng tim nng
cha mnh, cha sc
cnh tranh vi sn phm
sa

www.vinamilk.com.vn

1. I TH CNH TRANH
BNG PHN TCH CC I TH
Tn i th

Dutch Lady

www.vinamilk.com.vn

im mnh

im yu

Thng hiu mnh, c uy tn

Hiu r c vn ha tiu
dng ca ngi dn
Cng ngh sn xut hin i
Cht lng sn phm cao
H thng phn phi rng
khp
H thng chm sc khch
hng tt
Gi c hp l
Sn phm a dng

Cha t ch c ngun
cung nguyn liu
Cht lng cha n nh
Khng qun l c cht
lng ngun nguyn liu
T to ro cn vi cc h
nui b sa
Cha c th phn ln ti
phn khc sa bt

1. I TH CNH TRANH
BNG PHN TCH CC I TH
Tn i th
Cc cng ty sa
trong nc
(TH Truemilk
Ba V,
Hanoimilk)

www.vinamilk.com.vn

im mnh
- Hiu r c vn ha
tiu dng ca ngi dn
- Cng ngh sn xut kh
hin i
- Cht lng sn phm
cao
- Gi c hp l

im yu
- Cha to c thng
hiu mnh
- Sn phm cha a dng
- Thiu kinh nghim qun
l
- Tm nhn cn hn ch
- Cha t ch c ngun
nguyn liu
- H thng phn phi cn
hn ch

1. I TH CNH TRANH
BNG PHN TCH CC I TH
Tn i th

Cc cng ty sa
nc ngoi(Nestle.
Abbout ..)

www.vinamilk.com.vn

im mnh

im yu

- Thng hiu mnh

- Cht lng sn phm tt
- C ngun vn mnh
- Sn phm a dng
- Knh phn phi ln
- Cng ngh sn xut hin
i
- Cng nhn c tay ngh
cao

- Cha hiu r th trng

mi
- Cha vt qua c ro
cn vn ha chnh tr
- Gi c cao
- Tt c cc sn phm phi
nhp khu

1. I TH CNH TRANH
MT S SN PHM CA I TH CNH TRANH

SN PHM CA BA V

SN PHM CA NESTL
www.vinamilk.com.vn

SN PHM CA DUTCH LADY

CC SN PHM HNG KHC

2. KHCH HNG
CC LOI KHCH HNG

KHCH HNG L
Cc khch hng
c nhn

www.vinamilk.com.vn

NH PHN PHI
Siu th
i l

2. KHCH HNG
P LC KHCH HNG V NH PHN PHI
V th mc c: khch hng c th so snh sn phm
cng loi t to p lc v gi i vi nh sn xut
S lng ngi mua nh hng trc tip n doanh
thu
Thng tin m ngi mua c c
Tnh c trng ca nhn hiu hng ha
Tnh nhy cm i vi gi
S khc bit ha sn phm
Mc tp trung ca khch hng trong ngnh
Tnh khch hang trong ngnh
Mc sn sng ca hng ha thay th
ng c ca khch hng
www.vinamilk.com.vn

3. NGI CUNG CP
P LC KHCH HNG V NH PHN PHI
Vinamilk hn ch c p lc t pha nh cung cp
Vinamilk c th t ch c ngun nguyn liu sa ti,
ch ph thuc vo ngun nguyn liu bt
Cc nh cung cp ngun nguyn liu bt cho Vinamilk
Name of supplier
Fonterra(SEA) Pte Ltd
Hoogwegt International BV
Perstima Bnh Dng
Tetra Pak Indochina.

www.vinamilk.com.vn

Product(s) supplied
Milk powder
Milk powder
Tins
Carton packging and
packging machines

4. I TH TIM N
P LC CNH TRANH T I TH TIM N
Sc hp dn ca ngnh
Th trng sa nc c nh gi l th trng c
nhiu tim nng
Th trng sa trong nc c th tip tc duy tr c
tc tng trng cao trong nhng nm ti
V vy ngnh sa hin nay c rt nhiu doanh nghip
quan tm
www.vinamilk.com.vn

5. SN PHM THAY TH

Kh nng thay th sn phm ca nh cung cp

Kh nng thay th sn phm ca ngi tiu dng

www.vinamilk.com.vn

LI TH CNH TRANH CA VINAMILK

Trang b cc thit b v cng ngh sn xut t chun

quc t
Quan h bn vng vi cc nh cung cp, m bo
ngun sa ng tin cy.
Danh mc sn phm a dng v mnh
Mng li phn phi v bn hng rng khp

www.vinamilk.com.vn

CHIN LC PHT TRIN CA VINAMILK

Cng c, xy dng v pht trin mt h thng cc
thng hiu cc mnh
Pht trin thng hiu Vinamilk thnh thng hiu
dinh dng c uy tn khoa hc v ng tin cy nht
vi mi ngi dn Vit nam
u t m rng sn xut kinh doanh qua th trng
ca cc mt hng nc gii kht
Cng c h thng v cht lng phn phi
u t ton din c v xy dng thng hiu
mnh,pht trin h thng sn phm mi v nng cao
cht lng h thng phn phi lnh
www.vinamilk.com.vn

CHIN LC PHT TRIN CA VINAMILK

Khai thc sc mnh v uy tn ca thng hiu
Vinamilk
Pht trin ton din danh mc cc sn phm sa
Tip tc nng cao nng lc qun l h thng cung
cp
M rng v pht trin h thng phn phi ch ng,
vng mnh v hiu qu
Pht trin ngun nguyn liu
Bin i th cnh tranh thnh i tc

www.vinamilk.com.vn

KT THC
XIN CHN THNH CM N

www.vinamilk.com.vn