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Giải Pháp Marketing Cho Sản Phẩm Gỗ Của Công Ty Cổ Phần Vinafor Đà Nẵng Trên Thị Trường Nội Địa
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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
- 1 -
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.