Slide 1
13/12/2014Version 05Tng quan v tim nng th trng mng phim ng dng
trong bao bi mm ti Vit NamBN XUT NGHIN CUChun b choKin ngh nghin cu
ny c thit k theo phng php Market Entry & Business Intelligence
ca Intage VNS dng phng php Delphi phn tchKt hp thng tin nghin cu th
cp + phng vn chuyn su vi cc chuyn gia trong ngnhc lng market size v
Xc nh mc tim nng ca th trng trong 3 nm tiCTCP bao b m Ph MCopyright
2014 INTAGE Inc in Vietnam. All Rights
Reserved.www.ftaresearch.comINTAGE Inc in VietnamCopyright 2014
INTAGE Inc in Vietnam. All Rights Reserved.1Ni dung chnh ca bn kin
nghNn tng nghin cuMc tiu v ni dung nghin cuThit k nghin cuCu trc mu
phng vn & Khu vc thc hinChi ph nghin cu & Phng thc thanh
tonThi gian nghin cu & Hnh thc bo coCam kt v bo mt v tiu chun
cht lng d nKinh nghim thc hin d n tng tMt s model phn tch muNhn s
thc hin d n
Copyright 2011 INTAGE Inc. All Rights Reserved.Nn tng nghin
cuTrong nhng nm gn y, ngnh nha l mt trong s cc ngnh tng trng nhanh
vi tc tng trng bnh qun 15% hng nm. Sn phm nha Vit Nam hin nay xut
khu n 151 th trng trn th gii c bit l cc th trng trng im nh M, Nht,
Campuchia, c, Anh,... trong nm 2013, ngnh Nha xut khu t tng kim
ngch 2,215 t USD. Trong , kim ngch xut khu sn phm nha t 1,808 t
USD, tng 13,3% so vi 2012.
Hin Cng ty c phn Bao b m Ph M (DPMP) - n v thnh vin ca Tng cng
ty Phn bn v Ha cht Du kh (PVFCCo) c cng sut 65 triu bao phn bn, nng
sn v xi mng mi nm. Hu ht sn phm bao b m DPMP ang cung cp l dng bao
b mng n, n gin trong cng ngh sn xut, c s cnh tranh gy gt v gi thnh
do s lng nh sn xut trong nc v nc ngoi rt nhiu v th li nhun thp.
Trong khi , sn phm bao b mng ghp phc hp hay cn gi l mng film a lp s
dng cng ngh cao, cn t nhn cng, to ra gi tr gia tng cao ang l xu hng
tim nng u t hin nay.
Copyright 2011 INTAGE Inc. All Rights Reserved.Nn tng nghin cuNm
bt c th trng trong nc v xut khu i vi dng sn phm mng ghp phc hp c
tim nng ln v gi tr li nhun cao. Cng vi chin lc pht trin ca DPMP n
nm 2020, pht trin dng sn phm mi c gi tr cao trn din tch t 03 ha cn
li nhm a DPMP tr thnh mt thng hiu cung cp bao b hin i v uy tn trong
nc v xut khu th vic u t m rng pht trin sn xut Cng ty c phn Bao b m
Ph M l rt cn thit trong cng cuc pht trin chung cho Tng Cng ty phn
bn v ha cht Du kh PVFCCo ng thi cho DPMP tm kim cc c hi cung ng cc
sn phm bao b cao cp hn cho th trng Vit Nam v tin ti xut khu mnh ra
th trng nc ngoi sau nm 2017.
Cng ty Intage VN mt cng ty chuyn nghip trong lnh vc nghin cu th
trng c yu cu xut bn kin ngh nghin cu th trng theo yu cu ca CTCP Bao
B m Ph M
Copyright 2011 INTAGE Inc. All Rights Reserved.B 4 mc tiu nghin
cu chnh cho d n nghin cu tin kh thiTm hiu c tnh, chun loi, quy cch
k thut, cng ngh sn xut v cc ng dng ca mng phc hp ang c trn th
trng;Kho st, phn tch xu hng v d bo th trng bao b mng phim trong nc
v nc ngoi trong 5 nm ti v n nm 2030;nh gi tng quan c hi kinh doanh,
pht trin sn phm mng phim ng dng cho cng ngh sn xut bao b; xut cc sn
phm mng phim tim nng, xc nh khch hng v th trng mc tiu cho Cng ty c
phn Bao b m Ph M;
Phn tch SWOT:
Xc nh dng sn phm tim nng, la chn phn khc th trng, xc nh khch hng
mc tiu v dung lng th trng ca tng dng sn phm phn loi danh mc sn phm
tiu biu theo sn lng v ng dng xc nh dng sn phm no cn u tin cho u t
sn xut.Kt lun v xut sn phm: vi mc tim nng ca tng sn phm, trn c s
ngun lc hin c u t cho Cng ty Bao b m Ph M th nn u t dng sn phm
no.Copyright 2011 INTAGE Inc. All Rights Reserved.Nghin cu ny s thc
hin phn tch th trng v a ra nh hng la chn dng sn phm hiu qu nn u t
trong 02 dng:mng nguyn liu,mng ng dng.Loi 5 lpLoi 7 lpLoi 9 lp Chng
loi
D n s tp trung nghin cu loi mng phim 5 lp, 7 lp v 9 lp l chnhV
ty theo tnh hnh thc t, Intage VN s kho st thng tin cho nhng loi 11
lp tr ln
Copyright 2011 INTAGE Inc. All Rights Reserved.Thng tin chi
titTng quan v sn phm.Nguyn vt liu s dng trong sn xut sn phm mng a
lp nguyn liu;Ngun cung ng nguyn vt liu sn xut;Cng ngh v dy chuyn sn
xut;ng dng ca sn phm;D ton chi ph sn xut (t khu nguyn liu n thnh
phm);
Mng nguyn liuCopyright 2011 INTAGE Inc. All Rights Reserved.Thng
tin chi titTh trngXc nh phn khc th trng. Tnh hnh cung cu (trong nc
v xut khu/ nhp khu) hin ti v xu hng th trng 5 nm ti v tm nhn n nm
2030;Mc tng trng 3 nm qua v d on mc tng trng trong 10 nm ti; (Co s
liu cu th)nh gi mc tim nng ca th trng i vi dng sn phm mng a lp
nguyn liu;Tm hiu, xc nh i tng khch hng tim nng; (Co s liu cu th)Phn
tch 5 p lc cnh tranh tc ng n ngnh hng (Five Force Analysis of
Michael Porter) th trng trong nc v nc ngoi:Phn tch hin trng, ro cng
v c hi ca ngnh;Phn tch v th trng mng nguyn liu mt s nc c nh gi tim
nng: Nht, M, Chu u, ...(co s liu cu th)Phn tch h thng phn phi hin
ti ca th trng mng phim ti Vit Nam (Phn tch chui phn phi Supply
Chain Analysis), im mnh v im yu ca cc knh phn phi;Tm hiu cch tip cn
vi khch hng tim nng v quy trnh ra quyt nh chn la nh cung cp, quy
trnh u thu, cc chnh sch chit khu, chm sc khch hng,
Mng nguyn liuCopyright 2011 INTAGE Inc. All Rights Reserved.Thng
tin chi titi th cnh tranh.nh gi tng quan tnh hnh cnh tranh ti Vit
Nam v cc nc trn th gii. Xu hng v mc cnh tranh trong tng lai;Tm hiu
thng tin v cc i th cnh tranh chnh trn th trng Vit Nam (Nng lc cung
cp, i tng khch hng, cht lng sn phm, chnh sch kinh doanh, gi c,.);Th
phn hin ti ca cc i th cnh tranh;Cc hot ng thc y bn hng ca cc i th
cnh tranh;im mnh v im yu ca cc i th cnh tranh;
Mng nguyn liuCopyright 2011 INTAGE Inc. All Rights Reserved.Thng
tin chi titTng quan v sn phm.Nguyn vt liu s dng trong sn xut sn phm
mng ng dng;Ngun cung ng nguyn vt liu sn xut mng ng dng;Cng ngh v dy
chuyn sn xut cc loi mng ng dng;Phn loi cc sn phm mng phim hin c trn
th trng theo ng dng (mang dung trong thc phm, thy hai sn, ngnh dc
phm, hoa my phm, ngnh ha cht...) v theo cu trc (mng 5 lp, mng 7 lp,
mng 11 lp...)D ton chi ph sn xut (t khu nguyn liu n thnh phm);Cc yu
cu i vi cht lng, tiu chun k thut v cc ng dng c bit;
Mng ng dngCopyright 2011 INTAGE Inc. All Rights Reserved.Thng
tin chi titTh trng.Xc nh phn khc, dung lng th trng v nh gi mc tim
nng ca th trng i vi cc ngnh cng nghip c s dng mng phim;Tnh hnh cung
cu (trong nc v xut khu/ nhp khu) hin ti v xu hng th trng trong 5 nm
ti v tm nhn n nm 2030;Mc tng trng 5 nm qua v d on mc tng trng trong
10 nm ti;Tm hiu i tng khch hng tim nng cho sn phm mng phim ng dng
Phn tch 5 p lc cnh tranh tc ng n ngnh hng (Five Force Analysis of
Michael Porter) th trng trong nc v nc ngoi:Phn tch hin trng, ro cn
v c hi ca ngnh mng ng dng;Phn tch v th trng mng phim mt s nc c nh
gi tim nng: Nht, M, Chu u...(co s liu cu th)Phn tch h thng phn phi
hin ti ca th trng mng phim ti Vit Nam (Phn tch chui phn phi Supply
Chain Analysis), im mnh v im yu ca cc knh phn phi mng ng dng;Tm hiu
cch tip cn vi khch hng tim nng v quy trnh ra quyt nh chn la nh cung
cp mng ng dng, quy trnh u thu.Cc chnh sch chit khu, chm sc khch
hng,
Mng ng dngCopyright 2011 INTAGE Inc. All Rights Reserved.Thng
tin chi titi th cnh tranh.nh gi tng quan tnh hnh cnh tranh ca cc nh
cung cp mng ng dng ti Vit Nam. Xu hng v mc cnh tranh trong tng
lai;Tm hiu thng tin v cc i th cnh tranh chnh trn th trng (Nng lc
cung cp, i tng khch hng, cht lng sn phm, chnh sch kinh doanh, gi
c,.);Th phn hin ti ca cc i th cnh tranh;Cc hot ng thc y bn hng ca
cc i th cnh tranh;im mnh v im yu ca cc i th cnh tranh;
Mng ng dngCopyright 2011 INTAGE Inc. All Rights Reserved.i tng
nghin cuNghin cu trn 4 i tng chnh:1. Hip hi bao b/nha Vit NamTm hiu
xu hng th trng v thng tin lin quan n ngnh bao b mm
2. Cng ty nhp khu v thng miTm hiu thng tin v nhu cu ca th trng
nh: sn lng, chng loi, i tng s dng, tiu chun cht lng, gi c, chnh sch
bn hng, (Cng ty Oai Hng, Cng ty Liksin,)
3. Cng ty sn xut mng phimTm hiu thng tin v ngun nguyn liu sn
xut, sn lng cung ra th trng, i tng s dng, chnh sch bn hng, (Cng ty
Thnh Ph, Cng ty Rng ng, Cng ty Tn Thnh, Cng ty Tn Tin,)
4. Cng ty s dung mang phim nguyn liu gia cng bao bi mm
(Converting)Tm hiu thng tin v san lng, nhu cu s dung mang phim a lp
trong gia cng bao bi mm
5. Cng ty tiu th bao b mang a lp trong sn xut (End user)Tm hiu
thng tin v sn lng tiu th, cch tip cn vi ngi/phng ban ra quyt nh chn
nh cung cp bao b trong 5 ngnh hng chnh: Thc phm (Massan, Nestle,
Trung Nguyn, Vina caf, Bibica, Kinh , Hu Ngh, Vina Acecook,
Vinamilk, TH True milk,)Thy hi sn (Minh Ph, Thy sn An Giang, )Ha m
phm (ICC, Unilever, P&G,)Dc phm (Dc Hu Giang, Dc Traphaco, Dc
phm OPC,)Phn bn/ Thc n gia sc (Phn bn Bnh in, Phn bn min Nam, Thc n
gia sc Greenfeed, New Hope, Vina,...Copyright 2011 INTAGE Inc. All
Rights Reserved.Thit k nghin cu Nghin cu phng vn chuyn su cc chuyn
gia trong ngnh theo phng php Delphi
Intage VN s sp xp cuc hn phng vn. Researcher s phng vn trc tip
thu thp thng tin chuyn su
i tng phng vn: l cc chuyn gia, c hiu bit su trong ngnh sn xut v
ng dng mng phim nguyn liu v ng dng cc v tr qun l (Ch doanh nghip,
Gim c/ Ph gim c kinh doanh, Trng/ Ph phng thu mua, Chuyn gia trong
Hip Hi Bao B/ Hip Hi Nha/ Ho cht)Hip hi bao b/nha Vit NamCng ty nhp
khu v thng miCng ty sn xut mng phim4. Cng ty s dung mang phim nguyn
liu gia cng bao bi mm (Converting)5. Cng ty tiu th bao b trong sn
xut (End user)
B. Thu thp thng tin th cp (Desk research): Nghin cu t cc ngun d
liu: Bo ch, Internet, cc thng k t Chnh ph, D liu t Tng cc thng
kThng tin xut nhp khu t Hi Quan.Cc bo co th trng mng phim ti Nht v
mt nc tiu biu trong khu vcKim tra v nh gi li thng tin thu thp:Kim
tra tnh ng nht v logic ca thng tin thu thp.Kim tra cho cc thng tin
vi nhau: Thng tin thu thp s c kim tra v thm nh nhm mc ch loi tr
nhng thng tin thiu tnh xc thc v chp nhn nhng thng tin tin cy
nht.
Copyright 2011 INTAGE Inc. All Rights Reserved.Phng php Delphi
dng phng vn cc chuyn gia
Copyright 2011 INTAGE Inc. All Rights Reserved.Cu trc mu phng vn
& Khu vc thc hinKHU VC NGHIN CUKhu vc thc hin: HCM v H NiDi y l
gi nh ca Intage Vietnam v vic phn b mu cho cc i tng p vin. Vic phn
b ny c th s thay i i tng phng vn ty thuc vo tnh hnh thc t khi tin
hnh d n. Tuy nhin, s lng mu s khng thay i.CU TRC MU PHNG VN
Ghi ch:Phn b mu chi tit s c th thay i da vo tnh hnh thc t ca th
trng khi thc hin nghin cu.Intage VN s gi khch hng danh sch cc cng
ty cn phng vn trc khi thc hinResearcher level manager tr ln s thc
hin cc phng vn chuyn su)DPMP c th c mt i din tham gia phng vn cng
vi Intage VN.HCMH NiTng cngHip hi bao b/nha Vit Nam-11Cng ty nhp
khu v thng mi213Cng ty sn xut mng phim415Cng ty s dung mang phim
nguyn liu gia cng bao bi mm (Converting)10313Cng ty tiu th bao b
trong sn xut (End user)10313TNG CNGN=26N=9N=35Copyright 2011 INTAGE
Inc. All Rights Reserved.Chi ph v phng thc thanh tonChi ph nghin
cu:
Hnh thc thanh ton:50% gi tr d n ngy sau khi 2 bn k hp ng50% cn
li c thanh ton trong vng 14 ngy sau khi kt thc d nMiu t cng vicChi
phS mun v tnh (USD)Tng chi ph(USD)Desk research v mua data xut nhp
khu t Hi Quan v s liu th trng mng phim Nht 5,000 USDPhng vn chuyn
su3050015,000 USDChi ph cng tc & di chuyn cho 1 research phng
vn cc tnh thnh khc ngoi HCM1,000 USDTng cng21,000 USDChi ph sau khi
gim gi19,000 USDLu :Chi ph trn cha bao gm 10%VATChi ph trn bao gm
tin qu cho p vin. Copyright 2011 INTAGE Inc. All Rights
Reserved.Thi gian nghin cu & hnh thc bo coThi gian nghin
cu:
Bo co kt quBo co c trnh by trn phn mm Power PointIntage Vietnam
gi khch hng soft copy v hard copies ca bo co cui cngThuyt trnh kt
qu nghin cu 1 ln ti vn phng DPMP.
Bo co kt qu:Bo co c trnh by trn phn mm Power PointFTA s gi khch
hng soft copy v hard copies (in mu) ca bo co cui cngThuyt trnh kt
qu nghin cu 1 ln ti vn phng khch hng
Ni dung lm vicThi gian thc hin d kinHon thin proposal08
12/12/2014Chun b hp ng15 17/12/2014Thc hin hon thin hp ng v k hp ng
thc hin DA20/12/2014Thc hin nghin cu20/12/2014 03/02/2015Gi bao cao
d an cho Bao Bi am Phu My03/02/2014Nghim thu d n05/02/2015Chi ch:
Intage Vietnam s gi lch thc hin chi tit khi khch hng xc nhn thc hin
d n vi Intage VietnamThi gian lm vic: T th Hai th SuCopyright 2011
INTAGE Inc. All Rights Reserved.Bo mt v cam ktIntage Vietnam m bo
gi b mt tt c thng tin ca d n ny, khng tit l hoc chuyn giao bt k
thng tin no ca d n cho bn th ba nu khng c s ng bng vn bn ca CTCP
bao b m Ph M.Intage Vietnam phi thc hin vic bo mt thng tin ca d n
ny ti thiu l mt (01) nm k t khi bn giao kt qu nghin cu cui
cng.Intage Vietnam cam kt thc hin theo tiu chun ca Hip Hi Nghin Cu
Th Trng ESOMARIntage Vietnam cam kt thc hin d n ny theo ng quy trnh
ra ca tiu chun ISO 20252:2013 (l chun ISO dnh ring cho ngnh Nghin
Cu Th Trng)
Copyright 2011 INTAGE Inc. All Rights Reserved.Chng nhn ISO
Copyright 2011 INTAGE Inc. All Rights Reserved.Thay mt CTCP Bao
B m Ph M, ti xc nhn vic chn cng ty Intage Vietnam thc hin d n nghin
cu th trng theo ng nh ni dung nghin cu c miu t trn: Ch
k:_____________________________________________Tn:
_____________________________________________Ngy:______________________________________________
Xc nhn thc hin qua emailHoc fax n FTA: 08.38205256Xin c thng bo
rng Intage Vietnam cung cp chi ph dch v cnh tranh nht cho mt dch v
tt nht m Intage Vietnam c th cung cp.Theo chnh sch ca Intage
Vietnam, chng ti khng p dng bt k chng trnh hoa hng no cho khch hng
hoc bn th ba.Copyright 2011 INTAGE Inc. All Rights Reserved.Kinh
nghim thc hin d n loi hnh tng tCopyright 2011 INTAGE Inc. All
Rights Reserved.Kinh nghim thc hinMc tiu nghin cu: tng quan th trng
chp in t VNKhch hng: CNSThi gian thc hin: thng 03/2012S mu: N = 30
IDIs Khu vc: TP.HCM v H Nii tng phng vn:L cc chuyn gia, c hiu bit
su trong ngnh chip in t. Cc chuyn gia ny ang lm vic v tr qun l
trong nhng cng ty sau y:Nh phn phi chip in t.Cng ty chuyn cung cp
cc sn phm ng dng chip in t.Cng ty chuyn cung cp cc gii php v qun l
thit b, trung tm d liu, qun l kho lnh, sng di ng.Trung tm, vin
nghin cu cc sn phm lin quan n chp in t
Copyright 2011 INTAGE Inc. All Rights Reserved.Kinh nghim thc
hinMc tiu nghin cu: tng quan th trng ph gia xi mngKhch hng: SAIThi
gian thc hin : thng 06/2010S mu : N = 40 IDIs Khu vc : TP.HCM, H
Ni, Nng, Cn Thi tng phng vn : Gim c/ trng phng kinh doanh hoc nhng
ngi c vai tr quyt nh n cc vn kinh doanh trong cng ty. Cc nh phn phi
nh bn l cht ph gia xi mng trn th trng Vit NamNgnh hng : ph gia xi
mng
Mc tiu nghin cu: tng quan v th trng lp xe t ti Vit NamKhch hng:
cng ty BridgestoneThi gian thc hin : thng 02/2010S mu : N = 32 IDIs
Khu vc : TP.HCM, H Nii tng phng vn : Ch i l/ nh phn phi xe hi; ph
tng xe hi, nhng ngi mua xe hi. Gim c/ qun l phng kinh doanh ca cc
cng ty sn xut lp xe.Ngnh hng : lp xe hi
Copyright 2011 INTAGE Inc. All Rights Reserved.Kinh nghim thc
hinMc tiu nghin cu: tng quan v th trng t bp ti Vit NamKhch hng:
Posco E&CThi gian thc hin : thng 06/2008S mu : N = 24 IDIs Khu
vc : TP.HCM, H Nii tng phng vn : Gim c/ trng phng kinh doanh/ trng
phng bn hng/ trng phng marketing hoc nhng ngi ra quyt nh cho cc hot
ng ca cng ty.Ngnh hng : dn t bp hin i
Mc tiu nghin cu: th trng ch si cao suKhch hng: Tng cng ty CN Si
Gn (CNS)Thi gian thc hin : thng 11/2009S mu : N = 32 IDIs Khu vc:
HCM, Bnh Dng, ng Nai, H Ni, Hi Phng, Nng, Cn Thi tng phng vn :Ch i
l/ nh phn phi/ ca hng phn phi ch si cao su nguyn chtCng ty sn xut/
Cng ty nhp khu ch si cao suCng ty dt may c s dng ch si cao suNgnh
hng : ch si cao su thin nhin
Copyright 2011 INTAGE Inc. All Rights Reserved.Kinh nghim thc
hinMc tiu nghin cu: tng quan th trng vn MDF ti Vit NamKhch hng:
ForescoThi gian thc hin : thng 01/2008S mu : N = 25 IDIs Khu vc :
TP.HCM, H Ni, Nng, Gia Lai, Bnh Dng, ng Naii tng phng vn : Gim c/
trng phng kinh doanh hoc nhng ngi c vai tr quyt nh n cc vn kinh
doanh trong cng tyNgnh hng : vn MDF
Mc tiu nghin cu: tng quan v th trng t nhp khu ti Vit NamKhch
hng: cng ty Thy Lc ShiseidoThi gian thc hin : thng 04/2008S mu : N
= 10 IDIs Khu vc : TP.HCMi tng phng vn : Ch i l/ nh phn phi xe hi;
nhng ngi mua xe hi nhp khu v s dngNgnh hng : xe hi nhp khu
Copyright 2011 INTAGE Inc. All Rights Reserved.Kinh nghim thc
hinMc tiu nghin cu: nghin cu v th trng tm cch nhit Vit NamKhch hng:
Cng ty Tn TinThi gian thc hin: thng 10/2007S mu: N = 10 IDIs Khu
vc: TP.HCMi tng phng vn: l ngi chu trch nhim hoc ph trch cng vic
kinh doanh ca i l hoc nh phn phi; nh thu/ t vn thit kNgnh hng: tm
cch nhit
Mc tiu nghin cu: nghin cu v th trng tm cch nhit c bit l sn phm
sandwich panelKhch hng: Posco E&CThi gian thc hin : thng
02/2008S mu : N = 24 IDIs Khu vc : TP.HCM, H Ni, Hi Phng, Cn Thi
tng phng vn : c chc v kh cao v ang lm cho cc cng ty thit k, c kin
thc v th trng ngnh v cc sn phm trong ngnh xy dng trong c tm cch
nhit, c bit l sn phm sandwich panelNgnh hng : sandwich panel
Copyright 2011 INTAGE Inc. All Rights Reserved.Mt s model phn
tch muCopyright 2011 INTAGE Inc. All Rights Reserved.Doanh s/ gi tr
th trng v xu hng
GOV projectsLocal industry and commercial projects
(m2)Gi tr th trng v d on tim nngS khc bit v xu hng tng trng nhiu
phn khc khch hng khc nhauCopyright 2011 INTAGE Inc. All Rights
Reserved.Thm nhp th trng
M hnh thm nhpCc ro cnTm quantrng caoTm quantrng
thp6259565350484380677966Quan liuLut php/th tcCht lng lao ngThng
hiu tp qunLut lao ngi tc tin cyCng ngh truyn thng, tin hcC s h
tngChi ph hot ngNgn ngTi chnh Nhng m hnh chnh thm nhp th trng ca
dng sn phm Cc c hi sn c v cc ro cn Cc lut khuyn khch v ro cn lut
phpCopyright 2011 INTAGE Inc. All Rights Reserved.30So snh nh sn
xut t trng v sn phmHoa Sen v Dong A ch yu tp trung sn phm vo th
trng GI, trong khi Phuong Nam, Blue Scope, Nam Kim v Viet Phap tp
trung nhiu hn v sn phm thp sn. Bn cnh , so vi Hoa Sen, Blue Scope v
Sun Steel kinh doanh mnh hn dng sn phm ZA. Ch mt vi cng ty c kh nng
sn xut ZA.
Copyright 2011 INTAGE Inc. All Rights Reserved.Phn khc th trng
ca sn phmC th xc nh c nhng phn khc
no?Evolution151821263019981999200022012002S pht
trin151821263019981999200022012002Customers profile15-1718-29Cc
thng hiu s dng nhiuNIKE ADIDASTiu s khch hngNhm tr15-1718-29NIKE
ADIDASDescription i chi + Th thaoCho nhng ngi mun c th sn chcNhng i
giy hp thi, hin iThit k hp dn l yu t quan trngPhi vui nhn/th vPhn
khc 1 CHY IN KINHDescriptionM tPhn khc 512%Phn khc 4 18%Phn khc 3
BNG R16% Phn khc 2 TENNIS24%Phn khc 1 30%PH N12%NGOI TRI18%16%
TENNIS24%IN KINH30% Nhng phn khc th trng chnh cho dng sn phm S phn
chia doanh s v gi tr theo phn khc Nhng khch hng mc tiuCopyright
2011 INTAGE Inc. All Rights Reserved.S chui phn phiThi phn san
lngThi phn gia tri% li nhun
rong%%%828416341011212218167715163030222366123418163456101243Khng-Ban
le41%gia tri40%0%25%15%12-15%10-15%Ban le59%gia
tri15%20%15%12-15%25%20%20%10%25%20%15-20%20-25%25%10-15%2929910Ngi
tiu dungNha san xut/ Phn phi c quynBan c lpShowroom nha sx/ppCa
hang in mayai siu thCa hang nha bp & bn tmH thng in mayBan
siBan d anChuyn gia nha bpChu u tThu Knh phn phi: Bn l, Bn s, Nh
phn phi, i l,... Th phn sn lng v th phn gi tr tng knh Xu hng theo
tng nmCopyright 2011 INTAGE Inc. All Rights Reserved.Nhng vn quan
tm trong kinh doanhTim nng ( ln & tr gi) th trng?Nhng phn khc
th trng ang pht trin?Sn phm no bn chy nht?Cc i th chnh l ai?Chin lc
ca h ra sao?nh v v giChin lc giH thng phn phi?Cc hot ng tip th h
tr?Tung sn phm?M rngTh trngChin lc cnh tranhCopyright 2011 INTAGE
Inc. All Rights Reserved.Mi trng kinh doanhTnh hnh nn kinh t2005
20062007-11
Ch s tng GDP tht s (%) 8.4 8.28.2 - 8.5Pht trin cng nghip (%)
16.4 17.7~17 Lm pht (%)8.3 6.6c gi thp hn t l tng GDPT gi
USD15,86616,67916,453 (2007)Cc s o pht trin2005 20062007-11
Th trng bn l (%)19.1 20.9~22T l thng th ha (%)22.5 26.527 (2007)
- 34 (2011)Dn s thnh th (triu ngi) 22.23 22.82 Tnh hnh kinh t H
thng lut php cho loi sn phm Mi trng kinh doanh: lao ng, k thut, vn
chuyn, truyn thng, hu cn...Mi trngKinh TMi trngChnh tr vPhp lutMi
trngX hiMi trngT nhinMi trngK ThutMi trngCnh tranhTMPPPPCopyright
2011 INTAGE Inc. All Rights Reserved.Cc i th chnh thng tin cng
ty36..Ta lc ti th trn Bn Yn Nhn, Huyn M Ho, Tnh Hng Yn Hin nay, nh
my Tribeco Min Bc ch sn xut sn phm dng chai thy tinh. Nh my Tribeco
Min Bc:+ Din Tch: 30,000 m2 + V tr: Th trn Bn Yn Nhn, Huyn M Ho,
Tnh Hng Yn+ Tng s vn u t: 80 t ng (khong 606 triu Yn)+ Cc dy chuyn
sn xut v ch bin: hu ht c nhp t Chu u.+ S lng cng nhn: 254 ngi (cui
nm 2006)+ Nng lc sn xut: 9 triu kt (thng)/ nm.Nh my xy dng ti tnh
Hng Yn nhm phc v ti th trng khu vc cc tnh Min Bc, khai thc trit th
trng sn c v pht trin th trng mi; to li th cnh tranh do tit kim ln
chi ph vn chuyn v tn kho sn phm khng cn thit.
Thng tin v cc i th chnh trn th trng:Tiu s, cu trc, nng lc sn
xut, knh phn phi, gi cCopyright 2011 INTAGE Inc. All Rights
Reserved.im mnh v im yu ca cc i th cnh tranhNhng im yuSNG TOQuan
trng trong Y khoa & EEGI: CE -My -Y khoaNhng im mnhCUNG CP SN
PHM: cht lng, tin cy-KH NNG KHOA HC K THUTH TR K THUTKhng quan
trngYu cu c bnDy chuyn cung cpIM CNH TRANH MNHIM CNH TRANH KMNH HNG
MNHNH HNG T Nhng im mnh v yu ca cc i th cnh tranh chnhCopyright
2011 INTAGE Inc. All Rights Reserved.im mnh im yu ca cc i th
chnhCCCDDDBBBAAAPrimary strengths/ opportunities
Primary weaknesses/ threats
Growth potential / areas of development
Long timer in the built in market, with a large market shareVery
strong reputation and is a well known brandPrice positioning
ensures huge volume salesIntense competition in its target
marketDoes not have its own chain stores, and therefore has to rely
on independent dealers Preparing itself to compete with other
competitor in mid-class market by introducing new product
variantsVery large chain store systemCheap price productHighly
focus on gas devicesLimited range of productsPoor after sales
service
Focus on producing more types of product to compete in
economy-class marketA famous brand existed in mid-class market for
long timeExcellent quality and designAvailability is limited to a
few stores and showrooms, needs to expand its distribution
networkPotential to compete with other players in high-end market
while strengthening its positioning in mid-class marketExcellent
after sale serviceReasonable product priceHigh quality
productIntense competitionNo retail presence of its ownReady to
expand its market in economy -class and is taking initiatives for
improvement on product qualityEEELimited product rangeDoes not
offer electric cooking devicesNeeds to improve on after sales
serviceProduct diversification is necessary to increase share in
economy market and also try to influence the middle class
marketWorld-class reputationReasonable price and high quality
productsLeading brandsCopyright 2011 INTAGE Inc. All Rights
Reserved.Cc i th cnh tranh chnh chin lcSNG TOGITHPDCH VTHNH
TCHCAONH CUNG CP 2NH CUNG CP 1NH CUNG CP 3Cht lng caoPhm vi rngKinh
phSng toK thut tin tinTinh thn n nhTn tyu tin khch hngTm nhn trong
tng laii tc tin cyDanh ting rng ri V tr thng hiu ca cc i th cnh
tranh chnh Chin lcThng tin lin lcCopyright 2011 INTAGE Inc. All
Rights Reserved.Nhn s thc hin d nCopyright 2011 INTAGE Inc. All
Rights Reserved.i ng qun l d nGim c d nMr. Trn Ngc Dng(Managing
Director)Qun l cht lng d nMr. Huynh Du Long(Manager)Back check 100%
by 2 QCofficersQUN L CHT LNGTHU THP THNG TINQun l d nMr. Bi Hu i
Nh(Associate Director)FW manager (2)Ms. Nguyn N Lam Tho (HCMC)Mr.
Thai Duy Quang (Hanoi)FW supervisor (4)Recruiter (16)Phng vn chuyn
suMs. Phm Th Chu(Research Manager)Thu thp TT Desk ResearchMs. Nguyn
Th Ngc Linh(Senior Research Executive)Phn tch, bo coThu thp thng
tinV kim sot cht lng d nCopyright 2011 INTAGE Inc. All Rights
Reserved.41ng Trn Ngc Dng Managing DirectorTt nghip i hc ngnh kinh
doanh ti trng Monash University, Australia; tt nghip thc s qun tr
kinh doanh MBA ti CFVG; tt nghip thc s nghin cu Master of Research
ti University of Lilles, France. Hin nay, ng ang hon thnh lun vn
tin s v cc yu t nh hng n la chn nghin cu th trng ti Vit Nam vi trng
ESCP Europe. ng tng lm vic gn 4 nm cp qun l b phn nghin cu nh tnh v
nh lng ti Cng ty nghin cu th trng ACNielsen, sau m nhim v tr qun l
thng hiu cho Cng ty Phillip Morris Indochina ph trch th trng Vit
Nam, Lo v CampuchiaVi gn 15 nm sng lp v ng hnh cng Intage Vietnam,
lun tn tm phc v khch hng v vi b dy kinh nghim, ng lun l la chn ng
tin cy cho nhng d n nghin cu mang tm chin lc ca khch hng ng l thnh
vin ca ESOMAR (Hip hi nghin cu th trng th gii), thnh vin ca MRA
(Hip hi nghin cu th trng M) ti Chicago. ng cng ang l ging vin ph
trch cc chuyn nghin cu th trng thc hnh ti VietnamMarcom, trng i hc
Kinh t, trng doanh nhn Pace v I.A.M.
Copyright 2011 INTAGE Inc. All Rights Reserved.Hin l Gim c nghin
cu Intage Vietnam vi 13 nm kinh nghim trong ngnh nghin cu th trng,
chu trch nhim qun l cc d n nghin cu ti y. L mt trong nhng thnh vin
ch cht ca i ng nghin cu v chm sc khch hng, ng cng l ngi ra nhng k
hoch chin lc nhm m bo tng trng hin ti ca cng ty v chnh sch pht trin
cho nhm nghin cu ca mnh.ng cng ang l ging vin ph trch cc chuyn
nghin cu th trng thc hnh ti VietnamMarcom, Arti Vit Nam, trng doanh
nhn Pace v I.A.M.
ng Bi Hu i nh - Associate Director
Bui Huu Dai Nha (Ext. 121)Associate DirectorEmail:
[email protected] Copyright 2011 INTAGE Inc. All Rights
Reserved.INTAGE Inc in VietnamCopyright 2014 INTAGE Inc in Vietnam.
All Rights
Reserved.Chart1460000200000260000300000120000180000321000160500160500369150184575184575424522.5254713.5169809488200.875292920.525195280.35
AB marketA productB Product
Sheet1AB marketA productB
Product2008460,000200,000260,0002009300,000120,000180,0002010321,000160,500160,5002011369,150184,575184,5752012424,523254,714169,8092013488,201292,921195,280
Chart12120002424718775340300048494354506390000780003120002230006690015610031000015500015500042000033600084000
AB marketA ProductB Product
Sheet1AB marketA ProductB
Product2008212,00024,247187,7532009403,00048,494354,5062010390,00078,000312,0002011223,00066,900156,1002012310,000155,000155,0002013420,000336,00084,000
