Giải Pháp Marketing Cho Sản Phẩm Gỗ Của Công Ty Cổ Phần Vinafor Đà Nẵng Trên...

B GIO DC V O TO I HC NNG

QUCH HU SN

GII PHP MARKETING CHO SN PHM G

CA CNG TY C PHN VINAFOR NNG TRN TH TRNG NI A

Chuyn ngnh: Qun tr kinh doanh

M s: 60.34.05

TM TT LUN VN THC S QUN TR KINH DOANH

Nng- Nm 2013

Cng trnh c hon thnh ti I HC NNG

Ngi hng dn khoa hc: PGS-TS. L VN HUY

Phn bin 1: TS. ng Vn M

Phn bin 2: TS. V Th Phng Thy

Lun vn c bo v trc Hi ng chm Lun vn thc s qun tr kinh doanh hp ti i hc Nng vo ngy 01 thng 03 nm 2013

C th tm hiu lun vn ti: - Trung tm Thng tin-Hc liu, i hc Nng - Th vin trng i hc Kinh t, i hc Nng

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M U 1. Tnh cp thit ca ti

Trong bi cnh th trng trong nc trn ngp cc sn phm g gia dng trung, cao cp nhp khu t cc nc Chu nh Indonexia, i Loan,... nhiu doanh nghip sn xut kinh doanh g khng ch tp trung cho th trng xut khu m cn ch trng vic tr li khai thc th trng ni a. Nu mun ginh c thng li trong vic xm nhp th trng ni a, cc doanh nghip sn xut sn phm g, trong c Cng ty C phn Vinafor Nng trc tin cn phi tp trung vo vic u t nghin cu th trng v phng php tip th, phn phi sn phm cho th trng ni a, trn c s , nh hng sn xut kinh doanh theo nhu cu th trng, p dng cc hot ng marketing vo thc tin hot ng sn xut kinh doanh, trong vic xy dng v hon thin chnh sch marketing vi nhng chin lc v bin php c th s l cng c cnh tranh sc bn v hiu qu ca doanh nghip i n thnh cng. l l do ti chn ti nghin cu: "Gii php marketing cho sn phm g ca Cng ty C phn Vinafor Nng trn th trng ni a ". 2. Mc tiu nghin cu

Nghin cu c s l lun c bn v marketing trong doanh nghip. Trn c s tm hiu thc t, tin hnh phn tch, nh gi vic thc hin chnh sch marketing ti cng ty hin nay hng ti l vic xy dng gii php marketing cho sn phm g ca cng ty. 3. i tng v phm vi nghin cu

i tng nghin cu l nhng vn lin quan n hot ng marketing cho sn phm g ca cng ty C phn Vinafor Nng trn th trng cc tnh khu vc min Trung.

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Phm vi nghin cu l nghin cu, phn tch thc trng tnh hnh hot ng sn xut kinh doanh v chnh sch marketing cho th trng ni a ca cng ty C phn Vinafor Nng. 4. Phng php nghin cu

Da trn c s nn tng l lun v marketing, kt hp vi vic iu tra kho st, thu thp s liu s cp, th cp, tham kho kin ca cc chuyn gia, ly s liu t cc tp ch chuyn ngnh g, sch, bo, internet v tng hp cc phng php so snh, thng k t tc gi a ra gii php. 5. B cc ti

Ni dung lun vn ngoi phn m u v phn kt lun c chia thnh 3 chng:

Chng 1 - Nhng vn l lun c bn v xy dng chnh sch marketing trong doanh nghip.

Chng 2 - Thc trng hot ng marketing ti cng ty C phn Vinafor Nng.

Chng 3 - Gii php marketing cho sn phm g ca Cng ty C phn Vinafor Nng trn th trng ni a. 6. Tng quan ti liu nghin cu

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CHNG 1 NHNG VN L LUN C BN V XY DNG CHNH

SCH MARKETING TRONG DOANH NGHIP 1.1. MARKETING TRONG KINH DOANH

1.1.1 Tm quan trng ca marketing Trong kinh doanh sn phm g hay bt c sn phm no

khc, marketing ng vai tr rt quan trng vi s thnh bi ca doanh nghip, vai tr th hin: i vi sn xut tho mn nhu cu; i vi th trng: marketing rt cn thit khi gii quyt cc vn v th trng, trong mi quan h gia cng ty vi th trng; i vi k hoch: marketing l cng c tm ra phng hng, con ng hot ng tng lai ca cng ty.

1.1.2 Khi nim v marketing Marketing l mt qu trnh qun l mang tnh x hi, nh

m cc c nhn v tp th c c nhng g h cn v mong mun thng qua vic to ra, cho bn v trao i nhng sn phm c gi tr vi nhng ngi khc.

1.1.3 Marketing hn hp "Marketing - mix l tp hp cc phng tin (cng c)

marketing c th kim sot c m doanh nghip phi hp s dng to nn s p ng cn thit trong th trng mc tiu nhm t c mc tiu marketing ca mnh" .

Nhng cng c marketing c xp vo 4 nhm gi l 4P ca marketing gm :

Sn phm: L s kt hp vt phm v dch v m doanh nghip cng hin cho th trng mc tiu gm c: s a dng, cht lng, thit k, c tnh, nhn hiu, bao b, kch c, dch v, bo hnh

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Gi c: L s tin m khch hng phi b ra c c sn phm. Gi c phi tng xng vi gi tr c cm nhn sn phm, bao gm: gi nim yt, chit khu, bt gi, k hn tr tin, iu khon tn dng,..

Phn phi: L nhng hot ng nhm a sn phm n tay ngi tiu dng, bao gm: xc nh knh phn phi, la chn cc trung gian, mc bao ph th trng, b tr bn theo khu vc th trng, cc iu kin giao nhn hng nh thi gian, a im, xp d, tn kho, vn ti,

Truyn thng c ng: L nhng hot ng nhm thng t nhng gi tr ca sn phm v thuyt phc c khch hng mc tiu mua sn phm

1.1.4. Nhng yu t nh hng n Marketing Mix

Trong qu trnh vn dng, cc chnh sch ca marketing-mix chu tc ng bi cc nhn t nh: v tr ca doanh nghip trn th trng, tnh hung ca th trng, vng i ca sn phm, tnh cht ca hng ha.

1.2. TIN TRNH TRIN KHAI CC PHI THC MARKETING MIX

1.2.1. Th trng v cc hnh thc tip cn marketing Mc ch ca vic nghin cu th trng l xc nh kh nng tiu th sn phm ca doanh nghip. Ni dung ch yu ca vic nghin cu th trng l nghin cu kh nng thm nhp v m rng th trng ca doanh nghip.

1.2.2. Phn on th trng

Phn on th trng bo m s nghip kinh doanh ca

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doanh nghip an ton hn bi n gip doanh nghip bit tp trung n lc ca mnh ng th trng, xy dng cho mnh mt t cch ring, mt hnh nh ring, mnh m, r nt v nht qun kh nng vn c ca doanh nghip c khai thc mt cch hiu qu.

1.2.3. La chn th trng mc tiu

Mi doanh nghip phi pht hin ra nhng phn th trng hp dn nht m h c kh nng phc v n c hiu qu.

1.2.4. nh v sn phm

nh v l vic thit k sn phm v hnh nh ca cng ty lm sao th trng mc tiu hiu c v nh gi cao nhng g cng ty i din so vi cc i th cnh tranh ca n.

1.2.5. Trin khai cc phi thc marketing mix

a. Chnh sch sn phm - Quyt nh v chng loi v danh mc hng ho

- Quyt nh v nhn hiu v bao gi sn phm

- Quyt nh v cht lng sn phm

- Dch v sau bn hng

b. Chnh sch gi

Cc yu t nh hng n vic nh gi sn phm: mc tiu marketing ca cng ty, chin lc marketing - mix ca cng ty, th trng v nhu cu ca th trng, chi ph sn xut.

c. Chnh sch phn phi sn phm

- Phn phi c quyn

- Phn phi c chn lc

- Phn phi rng ri

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d. Chnh sch truyn thng c ng

- Qung co

- Marketing trc tip

- Kch thch tiu th

- Quan h qun chng v tuyn truyn.

- Bn hng trc tip

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CHNG 2 THC TRNG HOT NG MARKETING TI CNG TY

C PHN VINAFOR NNG

2.1. Gii thiu chung v Cng ty C phn Vinafor Nng 2.1.1. Lch s ra i v pht trin Cng ty C phn Vinafor Nng c thnh lp trn c s

c phn ho doanh nghip Nh nc l Cng ty sn xut v xut khu lm sn Nng theo Quyt nh s 7013/Q/BNN-TCCB ngy 31 thng 12 nm 2001 ca B trng B Nng nghip v Pht trin Nng thn.

Cng ty chuyn sn xut sn phm g ngoi tri, trang tr ni tht, ngoi tht xut khu v tiu dng trong nc. Ngoi ra, cng ty cn thc hin cng tc trng rng, khai thc rng, kinh doanh khch sn v cung ng g nguyn liu giy, kinh doanh vt t thit b, ph tng, xm lp t, g, vt liu xy dng...

2.1.2. S mnh v trit l hot ng a. S mnh hot ng ca cng ty

Cng ty phn u tr thnh nh cung cp chuyn nghip cc sn phm g - ni ngoi tht v nhng dch v mang n s tho mn cao nht cho khch hng. Lun hng ti s pht trin n nh, bn vng vi phng chm: Cht lng sn phm Uy tn nh cung cp Gi c cnh tranh Thn thin vi mi trng Trch nhim vi x hi.

b. Chc nng v nhim v ca cng ty Duy tr s n nh trong sn xut kinh doanh, tng bc xy

dng v pht trin quy m sn xut kinh doanh, m rng phm vi th

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trng truyn thng trc y l th trng xut khu, song song vi vic thm nhp v m rng th trng g ni a.

2.1.3. C cu t chc cng ty C cu qun l theo m hnh trc tuyn chc nng to thun

li cho cng ty trong vic phn chia trch nhim, quyn hn gia cc phng ban trong cng ty mt cch r rng, trnh s chng cho trong cng vic. Cp di chu s ch o trc tip ca cp trn v chu s qun l chuyn mn ca cc phng ban chc nng. Cc vng mc kh khn c gii quyt nhanh chng kp thi. 2.2. CC NGUN LC KINH DOANH C BN CA CNG TY

2.2.1. Ngun nhn lc Tnh hnh nhn lc ca cng ty kh n nh trong bi cnh kh

khn chung ca tnh hnh kinh t, Cng ty cng rt ch trng n vic duy tr v pht trin lc lng lao ng sn xut trc tip (cng nhn mc), iu ny m bo cho s n nh ca cng tc sn xut cng nh nh hng pht trin sn xut ca Cng ty v lu di.

2.2.2. Tnh hnh ti chnh ca cng ty a. Vn kinh doanh Ngun lc ti chnh l mt trong nhng ngun lc quyt nh

n chnh sch kinh doanh ca cng ty. Tnh hnh ti chnh cho thy tng ti sn v ngun vn ca cng ty gim dn, tuy nhin s gim st v ti sn khng phi l iu ng lo ca cng ty. Ngun vn ch s hu ca cng ty tng i n nh v tng dn qua cc nm chng t hot ng ti chnh ca cng ty hot ng c hiu qu.

b. Phn tch cc thng s hiu sut ti chnh Qua phn tch cho thy ch s n v kh nng thanh ton ca

cng ty c m bo. Tnh hnh ti chnh ca cng ty n nh to

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iu kin thun li cho hot ng u t m rng qui m sn xut trong thi gian ti.

2.2.3. Lnh vc cng ngh m bo cht lng sn phm, n nh sn xut, Cng ty

lun ch o n v sn xut phi tun th theo cc quy trnh sn xut, l im mnh ca cng ty trong vic to nn hnh nh v sn phm ca mnh. Hin nay Cng ty p dng h thng qun l cht lng ISO 9001-2000 v h thng qun l COC s 001878/SGS-COC, m bo sn phm p ng yu cu ca khch hng v cht lng v bo v mi trng.

2.2.4. Nghin cu th trng Cng ty cha c b phn chuyn trch cng nh cha b tr

con ngi chuyn trch m nhn cng tc nghin cu th trng ni a. Cng tc marketing ca Cng ty l nhim v c kim nhim v ch yu nh gi th trng bng cm tnh, vic nghin cu th trng ca cng ty ch yu vn da vo cm nhn ca Ban gim c, qua thng tin t internet, cc tp ch, cc bo ch Trung ng v a phng. Cng tc nghin cu th trng ni a ca cng ty mi bc u trin khai v thiu tnh chuyn nghip nn cha p ng c yu cu nm bt r th trng. 2.3. TNH HNH HOT NG MARKETING TI CNG TY

2.3.1 Chnh sch sn phm Hin nay cng ty ang sn xut v kinh doanh nhiu loi sn

phm g, trong ch yu l bn gh v ca g. Hin nay cng ty ang sn xut v kinh doanh nhiu loi sn phm g, trong ch yu l bn gh v ca g. S d cng ty chuyn 2 dng sn phm ny l v :

- Cng ty c kinh nghim sn xut xut khu gn 20 nm.

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- Cc sn phm ny phi c o c k lng, s liu chnh xc, t c s cnh tranh mnh m t cc cng ty ch bin g ln t TP H Ch Minh v H Ni.

a. Quyt nh v cht lng sn phm im khc bit ln nht gia cht lng sn phm cng ty

so vi cc i th trn th trng l m v lp sn PU. G c cng ty sy rt k t 30-45 ngy, phun thuc chng mi mt v dng loi sn cao cp, phun 3 lp to bn, thm m v sang trng cho sn phm.

b. Quyt nh v chng loi v danh mc sn phm V chng loi v danh mc sn phm th cng ty c mt

chng loi a dng v cc sn phm g phc v cho xy dng v tiu dng. Danh mc sn phm ca cng ty ngy cng c pht trin, nu nh trc y cng ty ch kinh doanh sn phm bn gh, ca g l ch yu th nay cng ty tin ti a dng ho sn phm phc v cho nhu cu a dng ca khch hng nhm tng kh nng thm nhp v pht trin th trng mt cch nhanh chng. Tuy nhin, bn cnh vic a dng ho chng loi sn phm nh trn th Cng ty cn tp trung vo cc sn phm g l mt hng truyn thng ca mnh v pht trin thnh mt phn khc th trng chuyn bit l vn m cng ty cn phi xem xt.

c. Quyt nh v dch v khch hng Cc sn phm ca cng ty va l sn phm cng nghip,

va l sn phm tiu dng do dch v khch hng l rt quan trng, trong quyt nh v thi gian giao hng l quan trng nht.

Nh vy vi chnh sch sn phm, Cng ty tng bc i mi sn phm, a dng ho sn phm, tng bc nng cao cht

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lng sn phm trong qu trnh sn xut v cht lng dch v khch hng nng cao kh nng cnh tranh ca sn phm.

2.3.2. Chnh sch gi c Vic nh gi ca Cng ty vn da trn c s chi ph v

phi c li. Chi ph l mt yu t trong gi c ca Cng ty v l nhn t cnh tranh ch yu ca gi.

Gi c sn phm = Chi ph sn xut + Li nhun * Xc nh gi thnh sn phm

Gi Chi ph Chi ph Chi ph Chi ph Chi ph

thnh = d dang + nguyn vt liu

+

nhn

cng+

sn

xut- d dang

Sn

phm u k trc tip trc tip chung cui k

* Phng php nh gi sn phm ca cng ty Gi d kin = Chi ph sn xut n v sn phm + Li d kin

2.3.3. Chnh sch phn phi Knh phn phi sn phm hin nay ca cng ty nh hnh di y.

Hnh 2.2 H thng knh phn phi hin nay ca cng ty

Knh (1) - Phn phi trc tip: thng qua h thng ca hng

(1) Ca hng bn v gii thiu sn phm

(2) ) Hp ng cung cp sn phm cho

ch u t, nh thu Cc ca hng bn

l

Ngi tiu

dng cui cng

Nh my

(3) Ca hng bn v gii thiu sn phm

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bn v gii thiu sn phm ca cng ty. Knh (2) - Phn phi gin tip: thng qua cc nh thu xy

dng trong trng hp nh thu nhn thu trn gi, bao gm c nhn thu ni tht (cha kha trao tay).

Knh (3): - Phn phi gin tip: qua 1 hoc 2 cp trung gian: cc ca hng bn l.

2.3.4. Chnh sch truyn thng c ng Trong cc giai on trc y cng ty ch yu l xut khu,

khng ch trng m rng th trng trong nc. Tuy nhin, ch 5 nm gn y, hot ng ny mi c ch trng.Cc chng trnh qung co: qua TV, i, Bo, tham gia cc hi ch trin lm, treo bin qung co ti cc ta nh ln, 2.4. NHN XT, NH GI CHUNG V HOT NG MARKETING CA CNG TY

2.4.1. u im - V cng ngh sn xut, t h thng my mc, k thut lc hu c thay th dn bi cng ngh, my mc, k thut hin i hn. - V mt kinh doanh, t mt doanh nghip ch bin g xut khu vi vi chc cng nhn, nay vn ln tr thnh mt doanh nghip sn xut a dng sn phm g vi hang trm cng nhn, i sng ca cn b cng nhn vin lun c ci thin do thu nhp tng ln, cht lng sn phm ca Cng ty ngy cng c nng cao v bc u c nh hng n khch hng tiu dung trn th trng Nng v cc tnh ln cn.

2.4.2. Vn tn ti cn khc phc - L mt trong s t doanh nghip ti Nng sn xut cc sn phm g cht lng cao, v th s cnh tranh trong ngnh l

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khng cao, dn n vic xem nh vai tr ca marketing v hu nh khng c p dng.

- Cc hot ng h tr marketing cn s khai, lm cho cng tc marketing Cng ty thc s cha t hiu qu.

- Cng ty ch trng vic cung cp sn phm cho cc d n ca khch hng ln m bung lng nhu cu a dng, n l ca cc khch hng c nhn.

- Cng ty khng c c i chuyn trch lm nhim v th trng.

- Qu cho hot ng marketing cha c, vic tiu th sn phm li ch yu l do b phn bn hng

- Cng ty ang duy tr cch nh gi theo gi thnh sn phm. Trong mi trng cnh tranh ngy cng gay gt bi s xut hin nhiu i th mi c nhiu u th v cht lng sn phm th cch nh gi khng cn ph hp na, gi sn phm mt i tnh linh hot cnh tranh vi i th.

- H thng phn phi ca cng ty cha c ch trng. Cng ty cha c c h thng knh phn phi c hiu qu.

Vic trin khai cc phi thc marketing ca cng ty cn thin v nhn mnh chnh sch sn phm m t quan tm n cc chnh sch khc.

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CHNG 3 GII PHP MARKETING CHO SN PHM G CA CNG TY C PHN VINAFOR NNG TRN TH

TRNG NI A

3.1. TIN CHO VIC XY DNG GII PHP MARKETING TI CNG TY C PHN VINAFOR NNG

3.1.1. Mc tiu kinh doanh ca cng ty

- Xy dng siu th cung cp y cc sn phm

- y mnh doanh s bn : 12 t ng/ nm trong 5 nm n

- Li nhun phn u t 800 triu/nm

- Lng c bn bnh qun ca cng nhn: trn 3,5 triu ng/ thng

3.1.2. Mc tiu v nh hng marketing ca cng ty

- Tip tc gi vng v tng th phn trn th trng truyn thng.

- Nng cao kh nng cnh tranh cho sn phm g ca cng ty

- Nng cao tnh chuyn nghip trong phn phi sn phm

- Tng cng cng tc tip th, qung co, tuyn truyn, c

- Chuyn mn ha i ng bn hng, gim dn khu trung gian

3.2. TNG HP CC YU T TC NG N HOT NG MARKETING CA CNG TY

3.2.1. Phn tch mi trng v m

a. Mi trng kinh t

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Vic cung cp g ni tht cho cc khu chung c cao cp, nh bit th trn c nc c bit l ti Nng v Qung Nam, Hu l phn khc m cc cng ty ang hng ti, khi din tch xy dng chung c, nh p c d bo s tip tc tng trong nhng nm ti. b. Mi trng t nhin

T nay n nm 2020, mi nm Vit Nam phi nhp khu t 4-5 triu m3 g. Trong thi gian ti, cc nc s ban hnh cc chnh sch gim hoc khng xut khu g trn v g x. y l mt bt li ln cho ngnh ch bin g Vit Nam ni chung v cng ty ni ring i hi phi sm c nhng phng n gim dn s ph thuc ny. c. Mi trng chnh tr, php lut

Vi chnh sch nng ng ci m, cng vi u th a l cng nh chnh sch i ngoi mm do, quan im chnh tr r rng lm cho uy tn ca Vit Nam ngy cng nng cao trn trng quc t. Thnh ph Nng thu ht rt nhiu nh u t nc ngoi cng nh t hai u thnh ph ln l H Ch Minh v H Ni. d. Mi trng ngnh

Th trng bt ng sn c nhng chuyn ng tr li to iu kin thun li cho cc cng ty. Trong khi cc doanh nghip g Vit Nam mi m xut khu th g ngoi chim n 80% th trng trong nc, mu m phong ph, cch thc phn phi, t chc bn hng tt... nn d gi c t hn vn c ngi tiu dng a chung. Cc cng ty trong nc cn quan tm nhiu hn n th trng ni a pht trin tt c hai th trng. e. Mi trng cng ngh - k thut

Cng ngh sn xut sn phm g bao gm cc quy trnh: - Quy trnh x l g

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- Quy trnh sn xut chi tit 3.2.2. Phn tch mi trng vi m a. i th cnh tranh Cc i th cnh tranh chnh l cc cng ty Hong Anh Gia

Lai vi h thng ca hng ph khp thnh ph Nng, cng ty c Long Gia Lai vi mt ca hng, cng ty AA vi showroom Nh Xinh t ti ta nh Vinacapital, cng ty Viet Collection vi vn phng t ti ng Cch mng thng Tm.

b. Nh cung cp Hot ng sn xut kinh doanh ca cng ty c quan h cht

ch vi cc nh cung cp nguyn vt liu: g t nhin, sn PU, knh, hng kim kh (l, ray trt). Cng ty thng chn lc cc nh cung cp uy tn, cht lng cao ti H Ch Minh v H Ni.,...

c. Doanh nghip Vi gn mi nm kinh nghim sn xut g, cng ty t

ho cung cp cc sn phm p ng cc tiu chun cht lng cao nht theo yu cu ca khch hng cho c th trng ni a v xut khu. Khch hng ca cng ty hu ht n t nhiu quc gia Chu u cng nh Australia, New Zealand v mt s cc nc chu .

d. Khch hng Trong sn xut kinh doanh, khch hng bao gi cng l

ngi quyt nh thnh bi ca doanh nghip. C th chia khch hng ca Cng ty thnh hai nhm l khch c t chc v khch hng khng c t chc. Khch hng c t chc nh cc ch u t, cc ban qun l cng trnh, cc nh thu xy dng. Khch hng khng c t chc nh cc c nhn hoc gia nh mua sn phm s dng.

T nhng phn tch trn y, chng ta c th ch ra nhng im mnh, im yu, c hi v nguy c i vi Cng ty C phn Vinafor Nng nh sau:

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im mnh: - Sn phm c thng hiu mnh, cht lng cao, nhiu tnh nng vt tri, uy tn ln. - Ngun cung cp nguyn liu n nh, ngun vt liu ph sn c.

im yu: - Quy m sn xut nh, kh c kh nng m rng. - Cng ngh khng hin i, my mc, thit b thiu ng b, qua nhiu nm s dng, hay b hng hc.

C hi: - Nhu cu sn phm g ti khu vc min Trung tng nhanh trong nhng nm gn y. - Th trng sn phm g cc tnh pha Bc, pha Nam gi cao.

Nguy c: - S xut hin ngy cng nhiu doanh nghip sn xut sn phm g c cht lng cao.

3.3. NGHIN CU TH TRNG NI A CA CNG TY C PHN VINAFOR NNG

3.3.1. Phn on th trng a. Cc tiu thc phn on * Phn on theo v tr a l - Khu vc cc tnh Qung Bnh, Qung Tr, Tha Thin Hu - Khu vc cc tnh Qung Nam, Qung Ngi - Khu vc thnh ph Nng * Phn on theo c im ca khch hng - Khch hng t chc: Gm cc ch u t, cc ban qun l

cng trnh, cc nh thu xy dng. - Khch hng c nhn: Gm nhng ngi mua s dng. b. nh gi cc phn on th trng * nh gi phn on th trng theo v tr a l Dng h s quan trng th hin cp quan trng ca

tiu ch nh gi nh sau: doanh s (0,1), li nhun (0,2), th phn

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(0,3), v th (0,1), mc t mc tiu marketing (0,3) kt hp s dng phng php hi kin ca cc chuyn gia: th trng Nng t im cao nht

* nh gi phn on th trng theo c im khch hng Dng h s quan trng th hin cp quan trng ca

tiu ch nh gi nh sau: quy m khch hng (0,2), tc tng trng (0,2), kh nng cnh tranh (0,3), kh nng p ng (0,3) kt hp s dng phng php hi kin ca cc chuyn gia: khch hng t chc t im cao hn.

3.3.2. La chn th trng mc tiu Kt hp nh gi cc phn on th trng theo hai tiu ch

v tr a l v c im khch hng, ta c danh mc cc khch hng quan trng xp theo th t u tin nh sau:

(1) Ch u t, BQL cng trnh Nng (2) Cc nh thu xy dng trn a bn Nng. (3) Cc trung gian phn phi trn a bn Nng. 3.3.3. nh gi khch hng mc tiu Khch hng mc tiu ca cng ty nh trn phn tch, nh

gi v la chn gm: cc ch u t, cc nh thu xy dng, cc ban qun l cng trnh trn thnh ph, cc trung gian phn phi. i vi tng khch hng mc tiu, cng ty c cc chnh sch ph hp

3.3.4. D bo nhu cu trn th trng mc tiu S dng phng php c lng tng nhu cu th trng

d bo nhu cu sn phm ca cc khch hng mc tiu trn th trng Nng, Qung Nam v Hu nm 2015 nh sau

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Khch hng mc tiu

S lng khch hng

Mc tiu th bnh qun (triu ng/ nm)

Tng nhu cu (triu ng)

Ch u t, BQL cng trnh

20 250 5.000

Nh thu 20 150 3.000 Trung gian, mua trc tip

250 10,42 10.000

Tng cng 300 10.605

3.3.5. nh v sn phm trn th trng mc tiu

Sn phm 100% l g t nhin, g sy t m di 14% c sy, chng mi mt, PU c bit.

3.4. GII PHP MARKETING CHO SN PHM CA CNG TY CNG TY C PHN VINAFOR NNG

3.4.1. Gii php i vi sn phm

a. Chnh sch cht lng sn phm

Cng ty cn p ng nhu cu ca ngi tiu dng i vi sn phm g phi c x l sy, chng mi mt k hn na sn phm khng cn b cong, nt, mt, sn PU phi l loi chu c ma, nng chiu trc tip,

b. Chnh sch sn phm mi

Trc y, cng ty ch chuyn sn xut ca v t bp, gn y cng ty m rng sn xut cc sn phm g khc nh bn, gh, t, ging, lan can, vn sn. Tuy nhin, s ny cha c ch trng nhiu, mu m c v ch l nhng sn phm bn km theo, sn xut khi nh my d cng sut. iu ny lm mt i lng ln khch hng v yu cu ca khch hng ngy cng cao, khng ch g tt m

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mu m, kiu dng sn phm cng phi sang trng, lun i mi. B phn thit k ca cng ty phi ch trng, nghin cu, tm ti k hn i mi sn phm, nh vy th mi c th cnh tranh c.

3.4.2. Gii php i vi gi bn sn phm

a. Xc nh gi thnh sn phm

m bo gi thnh ca sn phm ca cng ty t mc hp l v c khch hng chp nhn, cng ty phi ch n vic thit k quy trnh cng ngh sn xut sao cho tit kim c chi ph nhng vn phi m bo yu cu v k thut v cht lng ca sn phm.

b. La chn phng php nh gi

Cng ty nn kt hp s dng phng php nh gi da vo cnh tranh, tc l ly gi ca i th cnh tranh ch yu lm c s nh gi bn sn phm ca mnh. tip tc nu gi khch hng, gi c sn lng tiu th trn a bn, nht l ti cc a bn ng dn c th Cng ty cn phi h thp gi bn xung mc tng ng vi gi ca i th cnh tranh.

c. Xy dng chnh sch nh gi linh hot

Sau khi xc nh c mc gi bn ban u, Cng ty phi xy dng mt s chnh sch nh gi linh hot nhm p ng nhng yu cu khc nhau ca tng tng nhm khch hng; c chit khu hp l cho khch hng mua khi lng nhiu, thanh ton nhanh.

- Chnh sch nh gi phn bit theo nhm khch hng

- Chnh sch nh gi theo gi tr n hng

3.4.3. Gii php i vi chnh sch phn phi

a. nh gi la chn phng thc phn phi

Khu vc 1: Nhng khu dn c mi, nh p tp trung ch

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yu 3 qun : Hi Chu, Thanh Kh, Sn Tr.

Phn phi chn lc > Phn phi c quyn > Phn phi rng ri

Khu vc 2: L nhng vng trung tm ca tnh Qung Nam, Tha Thin Hu, vng trung tm ca cc huyn thuc TP. Nng. .

Phn phi chn lc > Phn phi rng ri > Phn phi c quyn

Khu vc 3: nhng vng nng thn, xa nh my, mt dn s thp,. Phn phi rng ri > Phn phi chn lc > Phn phi c quyn.

b. La chn knh phn phi

Cng ty cn thit k knh phn phi ph hp: Phn phi trc tip, phn phi qua trung gian v phi hp nhiu knh phn phi trn cng mt a bn.

c. Cc iu kin rng buc i vi knh phn phi

qun l knh phn phi mt cch cht ch v nng cao hiu qu phn phi, trnh xy ra tnh trng nhm ln v m bo quyn li cho cc thnh vin, i hi Cng ty phi nh r iu kin v trch nhim ca cc bn. Cc rng buc ny c son tho di dng cc iu khon hp ng.

d. Cc quyt nh qun tr knh phn phi

- Tuyn chn cc thnh vin ca knh phn phi:

- Kch thch cc thnh vin ca knh phn phi

- o to, hun luyn cho lc lng bn hng

- Th tc giao nhn, thanh ton

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- Vn chuyn

- Kim sot cc xung t trn knh

3.4.4. Gii php i vi truyn thng - c ng

a. Mc tiu ca truyn thng - c ng

Mc tiu ca truyn thng - c ng l a thng tin mt cch y nht v sn phm ca cng ty n vi khch hng. Mt khi khch hng hiu c rng sn phm ca cng ty l sn phm c cht lng cao, gi c hp l, mua bn thun li,... th khch hng s lun ghi nh v n vi sn phm ca cng ty khi c c hi

b. Cc cng c truyn thng - c ng

- Qung co: cn em n cho khch hng nhng thng tin v cng ty nh: tn, a ch, in thoi, fax, email,...; nhng thng tin v sn phm nh: tn sn phm, tiu chun cht lng,... : in tiu trn tt c cc n hng, hp ng, cng vn, gi cho khch hng, i tc.

- Marketing trc tip : catalogue cn c in mi hng nm, hnh thc, cht lng, ni dung catalogue phi c u t k.

- Kch thch tiu th: khuyn mi, chit khu l nhng khch l ngn hn nhm kch thch tiu th.

- Bn hng trc tip: cng ty cn iu tra nm chc cc thng tin v cc cng trnh, d n sp xy dng: a im xy dng, quy m cng trnh, thi gian thc hin; ch u t, nh t vn thit k, nh thu thi cng,... ch ng lin h, cho hng, a ra nhng li ch v sn phm, v thi gian giao hng, gi c, ... nhm thuyt phc ch u t, nh t vn thit k, nh thu la chn sn phm sn phm g ca cng ty cho cng trnh.

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c. Ngn sch truyn thng - c ng

thc hin chnh sch truyn thng - c ng ng nhin cn phi c ngn sch. Ngn sch dng cho hot ng ny kh ln nn phi lm sao li ch m n mang li cn ln hn.Theo kin ca cc chuyn gia, ngn sch truyn thng - c ng hp l l khong 2,5 - 3% so vi doanh thu.

t c mc tiu truyn thng - c ng, cng ty cn phi hp s dng cng lc nhiu cng c, va trin khai hot ng qung co va tin hnh marketing trc tip v bn hng trc tip, va c chnh sch khuyn mi hp dn, va tng cng quan h cng chng v tuyn truyn. Hng nm, cng ty cn ln k hoch truyn thng - c ng. Trn c s phi hp trin khai cc cng c cn b tr ngn sch ph hp va p ng c yu cu cng vic va tit kim v mang li hiu qu thit thc.

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KT LUN V KIN NGH

Trn c s nghin cu l thuyt v tip cn vi tnh hnh thc t ti Cng ty C phn Vinafor Nng, lun vn t c cc kt qu sau:

- H thng ho nhng vn l lun c bn v marketing v xy dng gii php marketing trong doanh nghip.

- Phn tch, nh gi tng i ton din vic thc hin chnh sch marketing ti Cng ty C phn Vinafor Nng trong nhng nm gn y.

- Tin hnh phn tch, nh gi th trng, la chn th trng mc tiu v xut gii php marketing cho sn phm g ca Cng ty C phn Vinafor Nng gm chnh sch sn phm, chnh sch gi, chnh sch phn phi v chnh sch truyn thng - c ng.

trin khai thc hin gii php marketing ti Cng ty C phn Vinafor Nng c hiu qu, lun vn xin nu mt s kin ngh sau: thnh lp b phn chuyn trch lm marketing, tin hnh cc hot ng nghin cu th trng, thu thp thng tin v khch hng. Ci tin h thng knh phn phi, kt hp y mnh sn xut, nng cao cht lng sn phm, xy dng gi bn linh hot v tng cng truyn thng - c ng. Lun lun chm sc khch hng v lm tho mn nhng mong i ca khch hng v sn phm g ca cng ty.

C th gii php marketing m lun vn xy dng cn s lc v mang tnh hc thut l ch yu. Tc gi lun vn mong nhng ngi lm marketing ti Cng ty C phn Vinafor Nng tip tc nghin cu, pht trin v hon thin thng qua hot ng thc tin ca mnh cng ty ngy cng pht trin hn na.