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Chien Luoc Marketing Banh Trung Thu Kinh Do

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Chien Luoc Marketing Banh Trung Thu Kinh Do

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  • B CNG THNGTRNG I HC CNG NGHIP TP.HCM

    KHOA QUN TR KINH DOANH

    Tiu lun mn: Qun tr Marketing

    ti:

    Chin lc Marketingsn phm Bnh Trung Thu ca tp on Kinh

    GVHD: Ths. Trn Phi Hong Nhm: G11 Lp HP:210703001

  • Tp.HCM, Thng 10/2011

    NHN XT CA GIO VIN

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  • DANH SCH NHM MSSV

    1. Phm Th Kim nh 082190812. Trn Th Kim Ba (NT) 081044013. V Th Thanh Hng 081048514. L Th Hng 081057615. Nguyn Th Bch Loan 082328916. Nguyn Th Hng Phng 081045817. Phm Ph Quc 081031018. Nguyn Th Kim Thao 081032219. Phm Th Minh Trang 0810580110.Nguyn Th Thanh Vn 0810220111.Trn Th Ngc Yn 08100071

  • MC LCLI M U:........................................................................................................1Chng 1: Tng quan v tp on Kinh ....................................................... 21.1 Gii thiu v cng ty Kinh ..................................................................... 21.2 Lch s thnh lp.......................................................................................... 21.3 Qu trnh pht trin..................................................................................... 31.4 Tm nhn s mnh ca cng ty................................................................ 41.5 Cc sn phm................................................................................................ 51.6 Cc cng ty thnh vin................................................................................. 51.7 Thnh tu...................................................................................................... 6

    Chng 2: Phn tch mi trng kinh doanh v c hi.................................... 72.1 Phn tch tnh hung:................................................................................... 72.1.1 Phn tch mi trng vi m:................................................................. 72.1.2 Phn tch v m:....................................................................................13

    2.2 Phn tch c hi ( Ma trn SWOT):......................................................... 18Chng 3: Chin lc Marketing cho bnh trung thu Kinh ....................203.1 Chin lc Marketing:...............................................................................203.1.1 Chin lc Porter:................................................................................... 20

    a. Sc mnh nh cung cp:..................................................................... 20b. Sn phm thay th:..............................................................................21c. Ro cn ca cc cng ty gia nhp ngnh:..........................................21d. Sc mnh khch hng:........................................................................21e. Mc cnh tranh...............................................................................22

    3.2 Mc tiu marketing:...................................................................................233.3 nh v sn phm bnh trung thu ca tp on Kinh :.................... 243.4 Phn tch hot ng Marketing ca Bnh Trunh Thu (4P).................. 293.4.1Chin lc sn phm (Product)...........................................................293.4.2Chin lc phn phi (Place)...............................................................31

    a. Kinh xy dng knh phn phi a dng v rng khp:............31b. i l - knh tiu th chnh............................................................... 33c. Tip tc m rng h thng phn phi................................................33d. Chin lc phn phi Bnh Trung Thu............................................33

  • 3.4.3 Chin lc xc tin hn hn (Promotion)......................................... 35a. Khuyn mi:........................................................................................ 35b. Qung co:............................................................................................35c. T chc s kin:................................................................................... 36

    3.4.4 Chin lc Gi (Price).............................................................................37Chng 4: nh gi hiu qu ti chnh ca chin lc...................................39KT LUN........................................................................................................... 41DANH MC TI LIU THAM KHO........................................................... 42

  • Tiu lun Qun tr MarketingChin lc marketing bnh trung thu Kinh

    Nhm TH: G11_DHQT4 1

    LI M UVit Nam ang chuyn sang c ch th trng theo nh hng x hi ch

    ngha c s qun l ca nh nc, trong iu kin hi nhp kinh t khu vc vth gii. Trc mi trng kinh doanh lun bin i, cnh tranh ngy cng gaygt nh hin nay, mi doanh nghip cn tm cho mnh mt hng i ng n theo kp tro lu mi, khng ngng nng cao c v th ca doanh nghiptrn thng trng. Cng vi s tng trng ca nn kinh t t nc, Kinh gt hi c khng t thnh cng, gp phn a ngnh ch bin lng thc,thc phm ca Tp.HCM ni ring v ca c nc ni chung ln mt tm cao miv sn phm chng ta khng th khng k n chnh l bnh trung thu Kinh. Tuy nhin, Vit Nam va mi gia nhp T chc Thng mi th gii (WTO),mi trng kinh doanh chc chn s c nhiu thay i, nu ch da vo cc uth v kinh nghim kinh doanh trc y th thng hiu bnh trung thu Kinh s khng th ng vng v tip tc pht trin. Ngoi ra trn th trng hin nayang xut hin rt nhiu cc i th mnh c kh nng chim ly th phn bnhtrung thu Kinh . Vi mong mun gp phn tm ra hng i nhm gi vngc v th ca Kinh trong tng lai nhm chng ti chn ti nghincu Chin lc marketing cho sn phm bnh trung thu ca cng ty Kinh .Trn c s phn tch mi trng v m, cc i th cnh tranh ch yu, phn tchc hi, nhng mc tiu marketing ca Kinh tm ra chin lc marketingph hp, a ra nhng chng trnh hnh ng gip bnh trung thu Kinh givng v th, khng ngng ln mnh v Kinh s tr thnh mt tp on kinh tln mnh ca Vit Nam.Kt cu ca tiu lun:- Chng 1: Tng quan v tp on Kinh .- Chng 2: Phn tch mi trng kinh doanh v c hi.- Chng 3: Chin lc marketing cho sn phm bnh trung thu Kinh .- Chng 4: nh gi hiu qu ti chnh ca chin lc.

  • Tiu lun Qun tr MarketingChin lc marketing bnh trung thu Kinh

    Nhm TH: G11_DHQT4 2

    Chng 1: TNG QUAN V TP ON KINH 1.1 Gii thiu v cng ty Kinh Tr s chnh: 141 Nguyn Du, Bn Thnh, Qun 1, Tp. H Ch Minh, Vit Nam

    Tel.: (84) (8) 38270838Fax: (84) (8) 38270839Email: [email protected]: www.kinhdo.vn

    Cng ty c phn Kinh l cng ty ln chuyn sn xut v kinh doanhthc n nh ti Vit Nam. Cc mt hng chnh ca cng ty gm cc loi bnh,ko v kem. Hin nay Kinh l mt trong nhng cng ty t nhn c li nhunvo hng cao nht trong cc cng ty nim yt trn th trng chng khon tiVit Nam. Cc thnh vin hi ng qun tr cng ty c cc bo ch Vit Nambnh chn l nhng c nhn giu nht Vit Nam da trn ti sn chng khon.

    Cng ty Kinh hin l cng ty sn xut v ch bin bnh ko hng uti th trng Vit Nam vi 7 nm lin tc c ngi tiu dng bnh chn lHng Vit Nam cht lng cao. H thng phn phi ca Kinh tri khp 64tnh v thnh ph vi 150 nh phn phi v gn 40.000 im bn l. Sn phmca Kinh c xut khu sang th trng 20 nc trn th gii nh M,Chu u, c, Trung ng, Singapore, i Loan, vi kim ngch xut khu phnu t 10 triu USD vo nm 2003.

    1.2 Lch s thnh lpCng ty TNHH xy dng v ch bin thc phm Kinh thnh lp nm

    1993. Ban u l phn xng sn xut bnh snack nh ti Ph Lm, Qun 6,Thnh ph H Ch Minh vi vn u t l 1,4 t VN v khong 70 cng nhnvin. Lc by gi, cng ty c chc nng sn xut v kinh doanh cc mt hngbnh Snack, mt sn phm mi i vi ngi tiu dng trong nc.

  • Tiu lun Qun tr MarketingChin lc marketing bnh trung thu Kinh

    Nhm TH: G11_DHQT4 3

    1.3 Qu trnh pht trinNm 1993 v 1994 l ct mc cho s trng thnh ca cng ty, qua vic

    thnh cng trong sn xut, kinh doanh bnh Snack (th trng bnh Snack tithi im ch yu l ca Thi Lan). Sau qu trnh ngh