Hoan Thien Chien Luoc Marketing Cho San Pham Banh Keo Cua Bibica

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VIETHANIT

n mn hc

LI M UK t khi ra i cho n nay, Marketing t khng nh mnh nh l mt khoa hc qun l hin i. Vi l lun c bn l nhn mnh vo nhu cu ca khch hng, Marketing theo st s bin ng ca th trng ra cc chnh sch tha mn ti a nhu cu ca khch hng ng thi tho mn mc tiu ca doanh nghip. Xy dng chin lc Marketing l nhim v v cng quan trng ca mi doanh nghip nhm thc hin c hiu qu nht ba mc tiu: li nhun, v th v an ton. Trong nn kinh t th trng cnh tranh gay gt, mt doanh nghip mun tn ti v pht trin th doanh nghip phi tin hnh huy ng mi ngun lc, phi bit iu hnh tng hp mi yu t nhm t c mc tiu nh sn. Thng qua chin lc Marketing, doanh nghip c th pht huy ht ni lc hng vo nhng c hi hp dn trn th trng v v th s gip doanh nghip nng cao hiu qu kinh doanh, tng cng kh nng cnh tranh trong qu trnh m ca v t do ha nn kinh t. Vai tr ca chin lc Marketing ni chung khng cn mi m na nhng thc hin cc hot ng chin lc nh th no c hiu qu nht li l mi trn tr quan tm ca cc nh qun tr kinh doanh. Nh chng ta bit trc y, Bibica vn c th mnh truyn thng trong sn xut ko. Tuy nhin sau khi u t vo dy chuyn sn xut bnh bng lan mi Bibica Min ng, Bibica cng tr thnh mt thng hiu mnh v sn phm bnh trong nhng nm gn y. Bibica 13 nm lin tip t c danh hiu Hng Vit Nam cht lng cao (t 1997-2009). Cng ty c mt h thng sn phm rt a dng v phong ph gm cc chng loi chnh: Bnh quy, bnh cookies, bnh layer cake, chocolate, ko cng, ko mm, ko do, snack, bt ng cc dinh dng, bnh trung thu, mch nha Ngy 17/12/2001 Bibica chnh thc nim yt c phiu ti trung tm chng khon thnh ph H Ch Minh (HOSE) vi m chng khon l BBC. Vi ti: Hon thin chin lc Marketing cho sn phm bnh ko ca Bibica. Nhm chng ti c gng a ra nhng gii php hon thin thm chin lc ca cng ty. Vi trnh v kin thc c hn nn chc chn ti ny khng th trnh khi nhng thiu st, rt mong nhn c s gp t thy c v cc bn. Cui cng, nhm chng ti xin chn thnh cm n s gip v ch bo tn tnh ca Thc s: Hunh B Thy Diu hng dn, gip chng ti hon thnh chuyn ny. Xin chn thnh cm n!Nhm thc hin: 8 Trang 1

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MC LCMC LC.................................................................................................................2 DANH MC BNG BIU......................................................................................4 DANH MC HNH V...........................................................................................5 Phn I: C S L LUN V CHIN LC MARKETING.........................6 1.1. Khi nim v chin lc Marketing.........................................................6 1.1.1. Khi nim v chin lc.....................................................................6 1.1.2. Khi nim v chin lc marketing....................................................6 1.2. Bn cht ca chin lc Marketing..........................................................6 1.2.1. Cn c vo khch hng...........................................................................6 1.2.2. Cn c vo doanh nghip.......................................................................6 1.3. Vai tr ca chin lc Marketing..............................................................6 1.4. Tin trnh hoch nh: 5 bc...................................................................7 1.4.1. Xc nh s mnh tm nhn v mc tiu............................................7 1.4.2. Phn tch tnh hnh hin ti ca t chc.............................................7 1.4.3. Phn tch bi cnh hot ng..............................................................8 1.4.4. nh dng cc chin lc kinh doanh.................................................9 1.4.5: Hoch nh chin lc marketing.....................................................10 Phn II: THC TRNG V CHIN LC MARKETING TI CNG TY BIBICA....................................................................................................................12 2.1. Gii thiu chung v cng ty Bibica...........................................................12 2.1.1. Qu trnh hnh thnh.............................................................................12 2.1.2. Qu trnh pht trin ca cng ty Bibica..............................................12 2.1.3. Thnh tu..............................................................................................13 2.2. Chin lc kinh doanh ca cng ty trong thi gian qua.......................13 2.3. nh gi hiu qu hot ng kinh doanh trong thi gian qua............14 2.4. Chin lc marketing ca cng ty trong thi gian qua.........................15 2.4.1. Chin lc sn phm..........................................................................15 2.4.2. Chin lc v gi................................................................................17

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2.4.3. Chin lc phn phi .........................................................................18 2.4.4. Chin lc c ng............................................................................202.4.4.2. PR:.............................................................................................................20 2.4.4.3. Khuyn mi: ...........................................................................................21

2.5. nh gi cng tc thc thi chin lc Marketing...................................21 Phn III: HON THIN CHIN LC MARKETING CHO CNG TY TRONG NM 2010................................................................................................23 3.1. Tm nhn, s mnh, mc tiu...................................................................23 3.1.1. Tm nhn................................................................................................23 3.1.2. S mnh................................................................................................23 3.1.3. Mc tiu.................................................................................................23 3.2. Chin lc kinh doanh trong thi gian n...........................................23 3.2.1. Phn tch mi trng Marketing.........................................................24

3.2.2. Phn tch mi trng bn trong..........................................................28

3.2.1.1. Mi trng vi m.....................................................................................24 3.2.1.2. Mi trng v m.....................................................................................26 3.2.2.1. Ngun nhn lc ......................................................................................28 3.2.2.2. Ti chnh...................................................................................................29 3.2.2.3. Ti sn......................................................................................................29 3.2.2.4. Uy tn thng hiu ..................................................................................29 3.2.2.5. Sn phm, Marketing..............................................................................29

3.3. Hon thin chin lc kinh doanh...........................................................30 3.4. Hon thin chin lc marketing............................................................32 3.4.1. Sn phm..............................................................................................32 3.4.2. C ng.................................................................................................33

KT LUN.............................................................................................................35 LIU THAM KHO.............................................................................................36 PH LC................................................................................................................37 NHN XT CA GIO VIN.............................................................................39

3.4.3.1. Qung co:................................................................................................33 3.4.3.2. PR .............................................................................................................34 3.4.3.3. Khuyn mi:............................................................................................34 3.4.3.4. Bn hng trc tip:...................................................................................34

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DANH MC BNG BIUBng 2.1 Ch s ti chnh nm 2009.....................................................................14 Bng 2.2. Bng bo gi ca Bibica......................................................................17 Bng 2.3. Bng bo gi ca Kinh ...................................................................17 Bng 2.4. Bng bo gi ca Hi H....................................................................18 Bng 2.5. Bng hnh thc qung co nm 2009.................................................20 Bng 2.6. S lng cn b, cng nhn vin ca Bibica....................................28 Bng 2.7. C cu lao ng theo trnh v tnh cht cng vic ( Tnh n ..................................................................................................................................28 thng 12/2009).........................................................................................................28 Bng 2.8. Bng Phn tch mi trng Marketing v nhn t bn trong cng ty...............................................................................................................................30 Bng 2.9. Phn tch SWOT:..................................................................................31 Bng 2.10. Bng hnh thc qung co nm 2010...............................................33

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DANH MC HNH VHnh 2.1. Kt qu kinh doanh nm 2008-2009...................................................14 Hnh 2.2. Hnh nh sn phm Bibica..................................................................16 Hnh 2.4. Hnh v s phn phi sn phm..................................................19 Hnh 2.5. Bibica ti tr cho tr em b xoe ha c DELTA................................21 Hnh 2.6: Khuyn mi............................................................................................21 Hnh 2.7. Doanh thu ca Bibica qua cc nm......................................................29 Hnh 2.8: Cc gii thng ca Bibica.................................................................29 Hnh 2.9. Sn phm mi ca Bibica...................................................................33

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Phn I: C S L LUN V CHIN LC MARKETING1.1. Khi nim v chin lc Marketing 1.1.1. Khi nim v chin lc Theo Alfred: Chin lc bao hm vic xc nh cc mc tiu c bn, di hn ng thi la chn cch thc hnh ng thc hin mc tiu la chn. Theo William J. Glueck: Chin lc l mt k hoch mang tnh thng nht, ton din c thit k m bo rng cc mc tiu c bn ca doanh nghip s c thc hin Nh vy, Chin lc l mt chng trnh hnh ng tng qut nhm hng ti nhng mc tiu c bn trong tng lai ca mt t chc nht nh. 1.1.2. Khi nim v chin lc marketing Chin lc Marketing l cch thc m doanh nghip thc hin t c mc tiu marketing v thng lin quan n 4P. Chin lc Marketing gii quyt nhng vn sau: - Th trng cnh tranh l g? - Khch hng l ai? - Khch hng l g? - Cc chnh sch Marketing nh th no? 1.2. Bn cht ca chin lc Marketing 1.2.1. Cn c vo khch hng Khch hng l c s ca mi chin lc. chin lc Marketing thc s da vo khch hng, khi xy dng chin lc th doanh nghip phi phn on th trng: theo mc ch s dng v theo kh nng p ng th trng. 1.2.2. Cn c vo doanh nghip Khai thc ti a cc li th ca doanh nghip mnh to s khc bit. 1.2.3 Cn c vo i th cnh tranh Cnh tranh li th ca mnh so vi i th cnh tranh v tp trung cho cc phn on mnh cho l tt nht. 1.3. Vai tr ca chin lc Marketing Chin lc Marketing vch ra nhng nt ln trong hot ng ca doanh nghip. Doanh nghip cn phi nm vng:

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VIETHANIT - Doanh s c th gim dn v cnh tranh, v phn phi.

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- Khi t n nh cao th mc tng trng ca doanh nghip s chm li. - Doanh nghip phi dng nhiu sc lc trong nghin cu th trng. - Cn kim tra v iu chnh vic s dng cc chi ph hp l v hiu qu hn trong trng hp lm pht, suy thoi. 1.4. Tin trnh hoch nh: 5 bc 1.4.1. Xc nh s mnh tm nhn v mc tiu S mnh: l bng cam kt nhng gi tr m doanh nghip c th cung ng cho khch hang, i th cnh tranh, nh cung ng trong tng lai. Tm nhn (vin cnh): l hng i, l bc tranh ln m t v nhng gic m m doanh nghip hng p , nim hy vng v trch nhim, c th t c trong tng lai. Mc tiu: l nhng iu m t chc cam kt t c. + Mc tiu nh lng. + Mc tiu nh tnh. 1.4.2. Phn tch tnh hnh hin ti ca t chc Cc im mnh (S): Nhng im t chc lm tt hoc nhng c tnh gip tng cng tnh cnh tranh: mt k nng hoc chuyn mn quan trng, ti sn gi tr hu hnh, ti nng gi tr, thnh tch hoc gii thng to thnh tch trn th trng. + Li th ca mnh l g? + Cng vic no mnh lm tt nht? + u th m ngi khc thy c mnh l g? + Phi xem xt vn t trn phng din bn thn v ca ngi khc. Cc im yu (W): l nhng vn m t chc cn phi khc phc: Thiu vn tr tu, thiu k nng hoc thiu chuyn mn quan trng cnh tranh. Thiu ti sn v hnh, ti sn t chc, hoc ti sn hu hnh cn cnh tranh. Thiu kh nng trong mt s lnh vc quan trng (chi ph cao hn i th, thiu vn, ) + C th ci thin iu g? + Cng vic no mnh lm ti nht? + Cn trnh lm g?

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Phi xem xt vn trn c s bn trong v c bn ngoi. Ngi khc c th nhn thy yu im m bn thn mnh khng thy. V sao i th cnh tranh c th lm tt hn mnh ? Lc ny phi nhn nh mt cch thc t v i mt vi s tht. Ba tiu chun: + Kh nng c th to ra thm tim nng m rng th phn + Kh nng em li nhiu li ch hn cho khch hng. c. + Kh nng to ra nhng sn phm m cc TCT khng th sao chp

1.4.3. Phn tch bi cnh hot ng C hi (O): + C hi tt ang u? + Xu hng ng quan tm no mnh bit? C hi c th xut pht t s thay i cng ngh v th trng d l quc t hay phm vi hp, t s thay i trong chnh sch ca nh nc c lin quan ti lnh vc hot ng ca Bibica, t s thay i khun mu x hi, cu trc dn s hay cu trc thi trang., t cc s kin xy ra trong khu vc. Phng thc tm kim hu ch nht l r sot li cc u th ca mnh v t t cu hi liu cc u th y c m ra c hi mi no khng. Cng c th lm ngc li, r sot cc yu im ca mnh v t t cu hi liu c c hi no xut hin nu loi b c chng. e da (T): + Nhng tr ngi ang gp phi? + Cc i th cnh tranh ang lm g? + Nhng i hi c th v cng vic, v sn phm hay dch v c thay i g khng? + Thay i cng ngh c nguy c g vi Bibica hay khng? + C vn g v n qu hn hay dng tin? + Liu c yu im no ang e da Bibica? + Cc phn tch ny thng gip tm ra nhng vic cn phi lm v bin yu im thnh trin vng. S cnh tranh gia cc doanh nghip trong ngnh: + Quyn thng lng tr gi ca nh cung cp. + S e da ca hng ha, dch v thay th.Nhm thc hin: 8 Trang 8

VIETHANIT + S e da ca i th cnh tranh. + Quyn thng lng, tr gi ca khch hng. 1.4.4. nh dng cc chin lc kinh doanh a. Phn tch tnh hnh kinh doanh hin ti. b. Trin khai cc chin lc pht trin. Chin lc cp cng ty Bibica: Tp trung vo ct li. Chin lc tng trng. Chin lc tng trng tp trung:

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Chin lc thm nhp th trng: gia tng th phn cho cc sn phm hoc dch v hin c bng marketing, qung co, truyn thng Chin lc pht trin th trng: thm nhp vo cc th trng mi vi cc sn phm, dch v ca doah nghip mnh. Chin lc pht trin sn phm: pht trin, ci tin cc sn phm v dch v hin ti trn cc th trng hin c ca mnh. Chin lc pht trin hi nhp: Hi nhp thun chiu: thm nhp v thu ht nhng trung gian phn phi v tiu th sn phm ca doanh nghip (cc i l bn s v l). Hi nhp ngc chiu: cch thm nhp v thu ht nhng nh cung cp (ch ng ngun nguyn liu). Hi nhp ngang: lin kt v thu ht cc i th cnh tranh nhm phn chia th phn v kim sot th trng. Gm c: Hi nhp theo cng ngh hoc hi nhp theo th trng. Chin lc a dng ha: a dng ha ng tm: t sn phm ban u doanh nghip pht trin thm dy sn phm xung quanh. a dng ha hng ngang: Doanh nghip s a ra sn phm mi ca lnh vc hot ng mi. Nhng sn phm mi ny c th l c trn th trng nhng trc y doanh nghip cha lm. a dng ha kt hp: i mi v m rng hng lot nhng sn phm, dch v mi hon ton khc bit vi sn phm, dch v hin c Chin lc cp SBU: Duy tr v dnh li th cnh tranh. Xc nh cc lnh vc chc nng.Nhm thc hin: 8 Trang 9

VIETHANIT Phn b cc ngun lc.

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+ Chin lc dn o chi ph: Doanh nghip cung cp sn phm vi chi ph thp nht trong mi quan h vi cc i th cnh tranh. + Chin lc to s khc bit ha: to s khc bit t c li th cnh tranh. + Chin lc tp trung: hng vo phc v nhu cu ca nhm hay phn on khch hng hn ch. 1.4.5: Hoch nh chin lc marketing a. Hin trng chin lc marketing: cu Th trng: quy m, mc tng trng, cc phn on th trng, nhu Sn phm: cht lng, mu m Gi bn: cao hay thp, ph hp v cnh tranh vi i th khng? Phn phi: h thng knh phn phi nh th no? Truyn thng- c ng: hp l, hiu qu? b. Mc tiu chin lc marketing: Mc tiu ti chnh: t sut li nhun Mc tiu marketing: th trng, th phn, tc tng trng. Sn phm, gi, phn phi, truyn thng- c ng, marketing- mix. c. Chi ph Marketing. d. Chng trnh hnh ng. e. Ngn sch. f. Kim tra.

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Nhm thc hin: 8

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Phn II: THC TRNG V CHIN LC MARKETING TI CNG TY BIBICA2.1. Gii thiu chung v cng ty Bibica 2.1.1. Qu trnh hnh thnh Cng ty c phn Bnh ko Bin Ha l doanh nghip nh nc c phn theo Quyt nh s 243/1998/Q-TTg ca Th tng Chnh ph ban hnh ngy 1/12/1998. Tin thn ca Cng ty l phn xng bnh ko ca Nh my ng Bin Ha c thnh lp t nm 1990. Vi nng lc sn xut lc mi thnh lp l 5 tn ko/ngy, Cng ty khng ngng m rng sn xut, nng cao cng sut v a dng ha sn phm. Hin nay, Cng ty l mt trong nhng n v sn xut bnh ko ln nht Vit Nam vi cng sut thit k l 18 tn bnh/ngy, 18 tn mch nha/ngy v 29,5 tn ko/ngy. 2.1.2. Qu trnh pht trin ca cng ty Bibica Giai on 1990-1993-1994 phn xng bnh c thnh lp v m rng vi dy truyn sn xut bnh quy hin i tng nng sut n 8 tn/ngy. Nm 1995 u t mi cho phn xng sn xut mch nha nng sut 18 tn/ ngy. Nm 1996: Phn xng bnh ko c u t m rng nng nng sut ln n 21 tn/ ngy. ph hp vi yu cu v qun l, phn xng ko c tch thnh 2 phn xng: phn xng ko cng 12 tn/ ngy, phn xng ko mm 9 tn/ ngy. Nm 1997: u t mi dy chuyn sn xut ko do theo cng ngh hin i ca c vi nng sut 2 tn/ ngy. + u t m rng nng nng lc sn xut phn xng ko cng n 16 tn/ ngy. Ngy 01/12/1998, Th tng Chnh ph k quyt nh s 234/1998 QTTg, ph duyt phng n c phn ha v chuyn phn xng bnh ko v mch nha ca Cng ty ng Bin Ha t mt b phn ca doanh nghip nh nc thnh Cng ty C phn Bnh Ko Bin Ha. Ngy 09/01/1999: u t m rng phn xng bnh ko mm nng cao cng sut ln n 11 tn/ ngy . + u t mi dy chuyn sn xut thng carton v dy chuyn sn xut khay nha, nhm ch ng cung cp mt phn bao b cho sn xut bnh ko. Thng 02/2000 Cng ty Bibica vinh d l cng ty bnh ko u tin ca Vit Nam chnh thc nhn giy chng nhn t tiu chun ISO9002 ca t chc BVQI_Anh quc.

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Thng 4/2002, nh my bnh ko Bin Ha II c khnh thnh. Nm 2004, cng ty mnh dn u t vo h thng qun tr tng th doanh nghip ng thi cng nh du mt bc pht trin mi cho h thng sn phm. Gia nm 2005, cng ty m rng u t sang lnh vc ung v cho ra i sn phm bt ng cc vi thng hiu Netsure. Nm 2006, cng ty bt tay vo xy dng h thng nh my mi ti khu cng nghip M Phc thuc tnh Bnh Dng Nm 2007, cng ty c phn bnh ko Bin Ha chnh thc i tn thnh Cng ty c phn Bibica. + Din ra l k kt hp ng hp tc chin lc gia Bibica v Lotte v Bibica chuyn nhng 30% tng s c phn. + T cui nm 2007, Bibica u t vo ta nh 443 L Thng Kit, TP.HCM. a im ny tr thnh tr s chnh ca cng ty u nm 2008. 3/2008 i hi c ng thng nin ca Bibica c t chc, ln u tin c s tham d ca c ng ln Lotte. 2.1.3. Thnh tu Cng ty C phn Bnh Ko Bin Ha l mt trong nhng n v sn xut bnh ko ln ca Vit Nam 5 nm lin sn phm ca Cng ty c bnh chn l hng Vit Nam cht lng cao. Giy chng nhn ISO9002 do t chc BVQI-Vng Quc Anh cp. 13 nm lin tip t c danh hiu "Hng Vit Nam cht lng cao" (t 1997-2009) 2.2. Chin lc kinh doanh ca cng ty trong thi gian qua Trong thi gian qua, bibica thc hin chin lc hi nhp ngang nhm lin kt v thu ht cc i th cnh tranh nhm phn chia th phn v kim sot th trng theo phng thc hi nhp theo cng ngh. ng thi Bibica cng thc hin chin lc a dng ha sn phm theo hng ngang. Tp on Lotte - Hn Quc l mt trong nhng tp on bnh ko ln nht Chu , sau khi tr thnh i tc chin lc, Lotte h tr Bibica trong lnh vc cng ngh, bn hng v tip th, nghin cu pht trin, phi hp vi Bibica thc hin d n cng ty Bibica Min ng v to iu kin gip Bibica m rng v pht trin kinh doanh trong lnh vc bnh ko v tr thnh mt trong nhng cng ty sn xut kinh doanh bnh ko hng u Vit Nam. Hot ng sn xut chnh l sn xut cc sn phm bnh ko v mch nha.

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Bibica hp tc vi Vin Dinh Dng quc gia nghin cu v a ra th trng cc sn phm dinh dng v dinh dng chc nng cho tt c cc i tng t tr em, b m, ngi gi, n bnh nhn tiu ng, n king Mc d tnh hnh 2009 d bo s tip tc cn nhiu kh khn nhng Bibica vn a ra mc tiu gi tc tng trng bnh qun doanh thu 10%, li nhun v sn xut kinh doanh (khng bao gm ti chnh) tng trn 30% so vi nm trc. nh hng chin lc tp trung pht trin dng sn phm cao cp ko Deposite, bnh Pie v thc phm dinh dng. y mnh cc hot ng marketing cho cc dng sn phm mi nhm to v th dn u trong ngnh hng bnh ko. M rng quan h hp tc chin lc khuych trng thng hiu, hon thin doanh nghip v tng cng tim lc ti chnh. 2.3. nh gi hiu qu hot ng kinh doanh trong thi gian qua Bng 2.1 Ch s ti chnh nm 2009 Doanh thu (T VN) Li nhun thun (T VN) EPS (VN) T sut li nhun thun (%) N phi tr/Vn (%) ROA (%) ROE (%) Hnh 2.1. Kt qu kinh doanh nm 2008-2009800,000 700,000 600,000 500,000 400,000 300,000 200,000 100,000 0 TTS VCSH DTT GVHB LNST 57,545 20,851 737,930 606,168 627,997 523,502 544,419 491,683 440,664 420,514

628 58 3734 9.2 18.6 8.6 11.3

VT: T ng

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Nm 2008

Nm 2009

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Nm 2008 l mt nm khng tt ca Bibica khi t 544 t doanh thu v gn 21 t li nhun sau thu, ghi nhn tng trng 20% trong doanh thu nhng li nhun st gim gn 15% so vi nm 2007. Li nhun gp bin gim hn 3% xung mc 22,8%. Nguyn nhn do: Tc tng gi bn thp hn tc tng gi nguyn liu v cng ty phi thc hin d phng 24 t ng gim gi u t chng khon. Chn thng u nm 2009, Bibica t 400 t doanh thu v hn 34 t li nhun sau thu, tng ng ghi nhn s tng trng 6% v 1081% so vi cng k nm trc. Li nhun gp c ci thin ng k tng hn 6,5% ln gn 30% t mc 23,2% ca cng k. iu ny c c nh: + Chi ph ti chnh gim 80% do cng ty khng phi thc hin d phng gim gi u t chng khon. + Danh mc sn phm c thu gn hiu qu hn cng vi s gim gi ca nguyn liu u vo gip t sut li nhun c ci thin. Doanh thu thun ca Bibica trong nm 2009 vt 5% so vi k hoch v t 628 t ng. Li nhun trc thu t 65% t ng, tng gp ba ln so vi nm 2008. Kt qu kh quan trn c c l do Bibica khng cn phi chu gnh nng chi ph ti chnh nh nm 2008. Tnh hnh ti chnh ca cng ty rt lnh mnh. Tnh n cui qu 3/2009, cng ty cn gn 200 t ng tin gi ngn hng, h s n trn vn ch s hu mc hn 23% kh thp so vi cc doanh nghip cng ngnh. Th trng: Sn phm c tiu th ch yu th trng ni a (chim 96%-97% tng doanh thu ca doanh nghip. Th trng chnh l khu vc min Nam trong thnh ph H Ch Minh ng vai tr ch o. Sn phm xut khu phn ln l cc sn phm mch nha. Tc tng trng ngnh bnh qun 7%8%/ nm l iu kin thun li Bibica m rng v pht trin th trng. Tc tng trng doanh s bn l bnh ko giai on 2008-2012 c tnh t khong 114,71%, cao hn cc th trng khc trong khu vc. Cng ty u t ngy cng nhiu hn vo nh xng, trang thit b, my mc nng cao nng lc sn xut kinh doanh ca doanh nghip ngy cng tng ln nhm p ng c nhu cu ca th trng. 2.4. Chin lc marketing ca cng ty trong thi gian qua 2.4.1. Chin lc sn phm - i vi cc loi: + Cc loi bnh trung thu:Nhm thc hin: 8 Trang 15

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Bnh nht nguyt + Cc loi bnh hp:

Bnh Minh Nguyt

Bnh D Nguyt

+ cc loi ko:

i

vi

+ Chocobella

Hnh 2.2. Hnh nh sn phm Bibica Bibica l thng hiu mnh trong lnh vc sn xut v kinh doanh bnh ko, ln th 2 sau Kinh vi 7,2% th phn c nc. Thng hiu Bibica c bit n nhiu hn k t khi nhn hiu bnh bng lan Hura ra mt th trng (2006). Trc th mnh ca cng ty l sn xut ko cc loi, phc v phn khc trung cp v bnh dn. Cng ty cng to s khc bit bng vic hp tc vi Vin Dinh Dng Vit Nam cho ra i cc sn phm dinh dng dnh cho ngi n king, ngi tiu ng Bibica ang n lc c cu li danh mc sn phm, pht trin theo hng cao cp, vi s h tr mnh m t pha c ng chin lc Lotte, mt trong

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n mn hc

nhng tp on bnh ko ln nht chu . Chin lc ny bt u t gia nm 2008 khi cng ty mnh dn ct b 50 mt hng c t sut li nhun thp. Bao b c thit k p bt mt ph hp vi tng chng loi sn phm. c bit sn phm bnh c thit k theo tr o ca Nht Bn. Bibica d nh tng cng u t cho R&D v tip th pht trin cc dng sn phm cao cp v c ch ng ti phn khc ny. Trong na cui nm 2009, Bibica tp trung pht trin phn khc cao cp vi vic a ra th trng dng bnh bng lan Hura Deli v ko sa cng ExKool. T Q3/2009, cng ty ra mt sn phm ko sa cao cp ExKool v bnh bng lan Hura Deli, y l dng sn phm c t sut li nhun gp cao v i km vi chin dch qung b hnh nh mi, bc u c nh gi kh thnh cng. u nm 2010, bnh Chocopie s tip ni chui sn phm cao cp. Bnh Chocopie l sn phm c k vng s ng gp ng k vo c cu doanh thu, d kin bng vi t trng ca bnh bng lan. Cn phi ni thm k thut sn xut bnh Chocopie kh kh. Trong khi Chocopie vn l sn phm ni ting ca Lotte th trng nc ngoi. Sn phm Chocopie do Bibica sn xut s mang thng hiu Lotte, ng thi Lotte cam kt h tr BBC trong chuyn giao k thut sn xut, vn hnh dy chuyn, phn phi sn phm v xut khu sang th trng nc ngoi thng qua h thng phn phi sn c ca Lotte. 2.4.2. Chin lc v gi Sn phm bnh ko ca cng ty c nhiu chng loi, nhiu mu m, khi lng nn ty thuc vo tng loi sn phm m Bibica a ra cc chnh sch gi khc nhau. Bng 2.2. Bng bo gi ca Bibica. Sn phm Bnh trung thu Cc loi bnh khc Cc loi bnh hp Cc loi ko Chocobella Bnh trung thu Cc loi bnh hp Cc loi ko Gi T 230000 n 400000 VN T 21000 n 100000 VN T 20000 n 80000 VN T 3000 n 40000 VN T 15000 n 50000 VN Bng 2.3. Bng bo gi ca Kinh . T 100000 n 500000 VN T 15000 n 100000 VN T 30000 n 60000 VN

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VIETHANIT Choco-pie Bnh trung thu Cc loi bnh hp Cc loi ko

n mn hc T 20000 n 60000 VN Bng 2.4. Bng bo gi ca Hi H. T 100000 n 300000 VN T 10000 n 70000 VN T 3000 n 35000 VN

Nhn t cc bng bo gi trn ta c th nhn thy c rng Bibica nh gi theo i th cnh tranh. 2.4.3. Chin lc phn phi Mng li knh phn phi di 2 knh chnh: NSX NSX NBS L NBL NBL NTD NTD

Cng ty c cc Nh my: 1). Nh my Bibica Bin Ha C: KCN Bin Ha 1, Tp. Bin Ha, ng Nai 2). Nh my Bibica H Ni Ni C: KCN Si ng B, Q.Long Bin, H 3) Cng ty Bibica min ng C: Khu cng nghip M Phc 1, huyn Bn Ct, tnh Bnh Dng. Hnh 2.3. Phn phi sn phm Cc Chi nhnh: 1). Chi nhnh Cng ty Bibica ti Tp.HCM: 443 L Thng Kit, Q.Tn Bnh,TP H Ch Minh. 2). Chi nhnh Cng ty Bibica ti Nng: 267B, ng a, Q.Hi Chu, TP Nng. 3). Chi nhnh Cng ty Bibica ti Cn Th: 5A1 ng 30/4, Q.Ninh Kiu, TP Cn Th. 4). Chi nhnh H Ni: ng 206, Khu B, Khu Cng Nghip Ph Ni A, Huyn Vn Lm, Tnh Hng Yn. Vi h thng phn phi c xy dng t nm 1994 v c m rng dn. Cng ty hin c 108 nh phn phi, trong 13 nh phn phi ti khu vc ng bng sng Cu Long, 42 nh phn phi ti khu vc ng Nam B, 23 nh phnNhm thc hin: 8 Trang 18

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phi ti khu vc min Trung v 30 nh phn phi ti khu vc min Bc. n nay, sn phm ca Cng ty c tiu th trn phm vi c nc. NH MY BIBICA H NI C: KCN Si ng B, Q.Long Bin, H Ni.

I L NamVitPlaza C: Nh A52-TT17, Khu th Vn Qun, H ng, H Ni.

I L Bnh trung thu C: C6 Kim Lin, Qun ng a, H Ni.

I L i l bnh trung thu Kinh , Hu Ngh, Bibica v H Ni. C: Nh 27 ph Nguyn Hin, Bch Khoa, H Ni

NBL

NBL

NBL

NBL

NBL

NBL

NGI TIU DNG Hnh 2.4. Hnh v s phn phi sn phm Bibica cung cp sn phm qua cc knh bn l, siu th, metro, nh sch, ca hng gii thiu sn phm, cho hng trc tip v xut khu. Trong knh bn l chim t trng ln nht. Bibica hin c khong 40.000 im bn l tri di 62/64 tnh thnh c nc, tiu th khong 80% sn phm, khong 15% tiu th qua h thng siu th v 5% xut khu. Cng ty c nh hng s gia tng s im bn l t 10-15% mi nm.

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n mn hc

Bibica xut khu sn phm sang M, Nht, Philippines, i Loan, Hng Kng (Trung Quc), Campuchia, Singapore, Nam Phi, Rp Saudi, Bangladesh... Song song vi vic pht trin sn phm mi th Cng ty cn y mnh cng tc tip th v m rng h thng phn phi t c mc tiu tng trng. Ngoi ra, Cng ty c phn Bibica s chnh thc trin khai Chng trnh bn hng qua mng c tn: Cng Bibica Nim vui nhn 3 trn ton quc, t ngy 20 thng 12 nm 2008 n ht ngy 22 thng 1 nm 2009. Theo , khch hng c nhu cu mua v chuyn qu Tt (l cc sn phm bnh, ko ca Bibica) cho ngi thn, ch cn nhp chut vo website http://www.bibica.com.vn hoc cc website do Cng ty Bibica kt ni. 2.4.4. Chin lc c ng 2.4.4.1. Qung co: Mc tiu qung co: nhc nh v thuyt phc mi ngi nh n v hy s dng bibica. Ni dung qung co: Ly hnh nh mt chuyn gia nghin cu a ra thng ip S t ph ngon mc ca cng ty Bibica a ra dng thc phm c o nng cao cht lng cuc sng. Bn bit g v nhng cht sinh hc c b sung tinh cht Tr xanh, Gc chn, cc tinh cht ny c tc dng h tr d phng bnh i tho ng, tha cn bo ph, s va ng mch. Trong chic bnh ny cht to ngt Isoman c ch s ng huyt rt thp. Kt qu nghin cu chng minh tt cho sc khe mi ngi, k c ngi n king. Cui on qung co Bibica a ra dng ch: Dinh dng v cht lng cuc sng v Logo ca cng ty, Giy chng nhn ca vin dinh dng cng hnh nh sn phm. Bng 2.5. Bng hnh thc qung co nm 2009 Hnh thc VTV3 Thi gian - 6h n 7 h - 20h n 20h45 VTV1 - 12h n 12h30 - 18h n 18h45 Tn sut - 2 ln/ngy - 31s/ln - 1 ln/ngy - 31s/ln Thng ip Bng chng klhoa hc Bng chng khoa hc

Cu trc thng ip: a ra thng ip ng cho a qung co. Thc hin thng ip: m nhc v ni n c li sng ca mi khch hng. 2.4.4.2. PR: Gp hi m cho ng bo l chng trnh quyn gp hin vt cu rt cho ng bo min ni pha Bc ca nhm TNV Cng hnh ng. Nhm quyn gp c hn 1 tn o qun, chn mn, Nhm thc hin: 8 Trang 20

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n mn hc

Bibica trao tng 70 triu ng cho tr em b x ha c DELTA. Hnh 2.5. Bibica ti tr cho tr em b xoe ha c DELTA

Bibica vi chng trnh Tri tim nhn i: Chun b tt canh dn 2010, Cng ty c phn Bibica ti tr khong 100 triu ng cc hc sinh, gio vin ti mt trng hc ti tnh Ph Yn c th xy sa, trang b bn gh cho mt trng hc. Cng ty cng s trao 20 xe p (hoc 40 sut hc bng) c tng tr gi 20 triu ng cho nhng hc sinh ngho, c hon cnh c bit ti cc thnh ph ln nh TP HCM, ng Nai, Bnh Dng v H Ni. 2.4.4.3. Khuyn mi: Bibica ch ng thc hin hng lot cc chng trnh khuyn mi nhm phc v khch hng, km theo dch v hu mi chu o nht khng qun km theo li cam kt: 100% sn phm Bibica u m bo cht lng, tuyt i khng c Melamine. Khuyn mi ln dnh cho sn phm Hura nh sau: + Khi mua 01 hp bnh HURA, khch hng s tm thy ngay 01 gi bnh may mn bn trong hp. Khch hng x bao b sn phm v tm thng tin pha bn trong mng gi xc nh gii thng. + Thi gian chng trnh: t 01/10/2009 n ngy 30/11/2009. * 10 gii nht: 01 nhn kim cng * 20 gii nh: 01 i bng tai kim cng * 50 gii ba: 01 mt dy chuyn kim cng * Cng vi 50.000 gii khuyn khch mi gii c trng 01 hp bnh Hura 200g. 2.5. nh gi cng tc thc thi chin lc Marketing Nhn chung, cc chin lc marketing ca Bibica tng i hon chnh. V chng ta khng th ph nhn c nhng thnh cng ca Bibica ngy hm nay. u im - Sn phm: S dng cng ngh cao vi dy truyn sn xut hin i a ra cc sn phm mi v tt cho sc khe ngi tiu dng.Nhm thc hin: 8 Trang 21

Hnh 2.6: Khuyn mi

VIETHANIT + Pht trin cc sn phm cp cao. phm.

n mn hc

+ Bao b c thit k p bt mt ph hp vi tng chng loi sn + a ra cc sn phm mi - Gi: Cc mc gi m Bibica a ra ph hp vi ngi tiu dng

- Phn phi: H thng phn phi rng khp trn c nc, cc sn phm n trc tip tay ngi tiu dng. + Xut khu sang nc ngoi - C ng: Qung co trn cc phng tin thng tin. Thc hin cc chng trnh khuyn mi, v cc dch v hu mi. Nhc im - Sn phm: S a dng v mu m, khi lng t. - C ng: t qung co thng xuyn trn truyn hnh. + H thng bn hng trc tip cha c. + Chng trnh khuyn mi t.

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VIETHANIT

n mn hc

Phn III: HON THIN CHIN LC MARKETING CHO CNG TY TRONG NM 20103.1. Tm nhn, s mnh, mc tiu 3.1.1. Tm nhn Cng ty Bibica l thng hiu mnh trong lnh vc sn xut v kinh doanh bnh ko ng u trong nc v xut khu mnh ra nc ngoi. 3.1.2. S mnh Vi chnh sch cht lng khch hng l trng tm trong mi hot ng chng ti. Bibica lun hng n sc khe v li ch cho mi ngi. Bibica vi mong mun ngy cng tr nn gn gi v nng ng hn trong mt ngi tiu dng. Bibica khng ngng sng to, to ra nhng sn phm v dch v cao vi gi c kp l. Thc hin ch i ng tha ng v vt cht v tinh thn nhm khuyn khch cn b cng nhn vin to ra nhiu gi tr mi cho cng ty ni ring v ton x hi ni chung. 3.1.3. Mc tiu M rng quy m v phm vi cc knh phn phi, pht trin th trng ti nhng vng su vng xa thng qua h thng i l v nh phn phi . Pht trin th trng xut khu sang nhiu nc. 3.2. Chin lc kinh doanh trong thi gian n a). nh hng pht trin nm 2010 Theo nhng nh gi nhn nh gn y ca cc t chc quc t cho thy kh nng kinh t th gii nm 2010 s thot khi suy thoi bt u bc vo chu k n nh hn, Bibica a ra mc tiu tng trng doanh thu 16% so vi nm 2009 nhm sn phm Hura, Chocopie, mi nhm sn phm chim 15-20% doanh thu nm 2010. Nhm sn phm bnh m, bt ng cc bnh trung thu 5-10% doanh thu 2010, pht trin th trng ni a lm cho th phn ni a Bibica tng 8% so vi 2009. Nm 2010 Bibica tng i ng bn hng trc tip gia tng bao ph mc tiu tng s im bn ln 90.000 im chim 20% doanh s, xy dng th trng H Ni, thnh ph H Ch Minh doanh s chim 30% t ph 50% im bn. Pht trin th trng xut khu mc tiu 2010 t 4 triu USD trong sn phm Chocopie chim 2,7 triu USD, xut khu chim 9,6% doanh thu cho cng ty. b). nh hng pht trin trong tng lai

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VIETHANIT

n mn hc

Tp trung khai thc dy chuyn mi u t t bit l dy chuyn Chocopie trong ni a 50% xut khu 50%, d n nh my Bibica Hng Yn vo nm 2011, thc hin di di nng cp dy chuyn thit b nh my Bibica H ni, xy dng c s h tng ti Hng Yn tng vn l 28,8 t ng. Nm 2011 u t thm hai dy chuyn sn xut bnh vi cng sut 10 tn/ngy/dy chuyn vi tng vn u t 208,8 t ng trong xy dng 27 t, dy chuyn thit b 108 t, chi ph khc 1,8 t, ng thi a vo hot ng di hnh thc cng ty bibica min Bc TNHH mt thnh vin . Nm 2012 tip tc u t thm hai dy chuyn sn xut bnh m vi cng xut 20 tn/ngy/dy chuyn vn u t 181,8 t. u t y mnh Marketing nhm xy dng cc nhn hng ch lc bnh bng Lan, kem Hura cleli, bnh Chocopie lotte pie, ko deposte, sn phm cho ngi tiu ng Quasurre loght. Pht trin h thng phn phi ln 90.000 im ,xy dng trung tm phn phi ti cc thnh ph ln nh H Ni, thnh ph H Ch Minh, Nng, Cn Th. 3.2.1. Phn tch mi trng Marketing 3.2.1.1. Mi trng vi m a). Nh cung ng: Nhng nh cung ng ca Bibica u l nhng tp on, nhng tn tui c ting trn th trng, cung cp cc ngun lc v sn phm, dch v nguyn nhin vt liu, ngun nhn lc, rt cn thit cho hot ng ca doanh nghip. Chnh v vy s thay i gi hay khan him cc ngun lc ny trn th trng s nh hng rt ln n cc hot ng marketing ca doanh nghip b). Khch hng: Khch hng l i tng phc v ca doanh nghip v l nhn t to nn th trng. Do vy doanh nghip cn phi nghin cu k nhng khch hng ca mnh trc khi mun tung ra th trng mt sn phm mi. Bibica hng n mi la tui, mi khch hng t ngi tiu dng, nh sn xut cho n cc khch hng quc t c). i th cnh tranh: i th cnh tranh trong nc: Cng ty Xy Dng v Ch Bin Thc Phm Kinh (Kinh ): cnh tranh vi Cng ty v cc sn phm bnh cracker ti cc tnh pha Nam. Vi h thng phn phi gm 130 i l, sn phm ca Kinh c phn phi trn khp th trng Vit Nam, c bit ti thnh ph HCM. Kinh rt ch trng n cc hot ng tip th vi nhiu bin php nh qung co, khuyn mi, t l chit khu cho cc i l cao v c bit l thit lp h thng cc bakery tiNhm thc hin: 8 Trang 24

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thnh ph HCM, th trng chnh ca Cng ty. Kinh cng ang tin hnh xy dng h thng cc Bakery ti H Ni. Thng 9 nm 2001, nh my sn xut ti Hng Yn ca Kinh bt u i vo sn xut,. phc v cho th trng min Bc v Bc Trung B, Tuy nhin, gi bn sn phm ca cng ty Kinh mc trung bnh n kh cao so vi cc sn phm ca cc cng ty khc trn th trng, Hin nay, Kinh chim khong 10% th trng bnh ko trong nc. Cng ty Bnh Ko Hi H sn xut cc sn phm c nm nhm cookies, bnh quy, ko cng, ko mm v ko do nhng c th mnh ch yu cc sn phm ko. Sn phm ca Hi H phc v cho th trng bnh dn vi mc gi trung bnh thp. Vi hn 100 i l, Hi H thit lp c mt h thng phn phi 34 tnh thnh trong c nc, tp trung ch yu cc khu vc min Bc v min Trung. Ch trng ca Hi H l a dng ha sn phm c bit l nhng sn phm mang hng v c trng ca hoa qu min Bc nh ko chanh, mnng thi bo m n nh cht lng sn phm hin hnh, V chin lc tip th ca Cng ty chim khong 6,5% th trng bnh ko trong nc. Cng ty Bnh Ko Hi Chu: cng tng t nh Hi H, th trng chnh ca Hi Chu l cc tnh pha Bc, sn phm phc v cho th trng bnh dn vi gi bn trung bnh v thp, Hi Chu ang chim khong 3% th trng bnh ko. Cng ty ng Qung Ngi: bt u tham gia vo th trng bnh ko t nm 1994, n nay Cng ty c hn 60 sn phm bnh ko cc loi. Th trng chnh ca cc sn phm bnh ko ca cng ty l khu vc min Trung, Tuy nhin, do bnh ko ch l mt trong nhiu ngnh hng ca Cng ty ng Qung Ngi, mc tp trung u t cho bnh ko khng ln. Th phn ca Cng ty ng Qung Ngi vo khong 2,5 %. Ngoi ra cn c Cng ty ng Lam Sn, X nghip bnh Lubico, Cng ty Bnh ko Trng An i th cnh tranh nc ngoi : L cc n v c vn u t nc ngoi nh Cng ty Lin doanh Vinabico-Kotobuki, Cng ty Lin doanh sn xut Ko perfetti cc doanh nghip ny u c li th v cng ngh do mi c thnh lp khong bn nm tr li y, Trong Cng ty Lin doanh Vinaco-Kotobuki c thnh lp ngy 12/11/1992 vi vn ng k kinh doanh l 3.740.000 USD, tp trung vo sn xut cc loi bnh cookies v bnh bch quy. Tuy nhin, do th trng chnh ca Vinabico-Kotobuki l th trng xut nhp khu nn cng ty t u t, khng qung co m rng th phn trong nc. Vinabico-Kotobuki ch chim khong 1% th trng bnh ko trong nc.

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VIETHANIT

n mn hc

Cng ty Lin doanh Sn xut Ko Perfetti - Vit Nam c hnh thnh vo ngy 22/8/1995 vi vn ng k kinh doanh l 5.600.000 USD, tp trung sn xut cc lai ko cng cao cp Perfetti tp trung vo cng tc tip th v phn ph . Sn phm ca Perfetti c n nh cht lng mc cao, Perfetti ang chim khong 60% th trng bnh ko sn xut trong nc. Bn cnh cc cng ty sn xut ln, cc c s sn xut bnh ko nh chim mt th phn ln, khong 35%-40% tng sn lng bnh ko sn xut trong nc. Sn phm nhp khu chim 30% th phn ( bao gm chnh thc v cha chnh thc) ch yu t Thi Lan, Malaysia, Hng Kng v Trung Quc Mt s sn phm bnh ko nhp khu hin nay cc n v trong nc vn cha sn xut c. d). Cng chng: Cng chng l bt k mt nhm no quan tm thc s hay s quan tm n doanh nghip v c nh hng n kh nng t ti nhng mc tiu ra ca doanh nghip. H c th h tr hoc chng li nhng n lc ca doanh nghip ang phc v th trng. 3.2.1.2. Mi trng v m a). Mi trng kinh t: Bao gm nhng yu t tc ng n kh nng chi tiu ca khch hng v to ra nhng mu tiu dung khc bit. Do i hi cc nh marketing phi nhn bit c cc xu hng chnh v thu nhp trong dn chng v nhng thay i trong chi tiu ca cc nhm dn chng khc bit. Nn kinh t c du hiu phc hi: + Cc bin php kch thch ca chnh ph (gi kch cu v u t gn 8 t USD chim 8,6% GDP v gi li sut u i 4% tr gi 1 t USD ) em li kt qu. + So vi nm 2008, tng trng GDP t 3.1% trong qu I/2009. iu ny c s chng t kinh t Vit Nam ang dn vt qua giai on kh khn v chnh sch kch thch nn kinh t pht huy tc dng. + Tnh hnh sn xut cng nghip bt u c du hiu khi sc, tng trng thng 8 t 10,6% so vi cng k nm 2008 v gp 2 ln o vi mc tng trng u nm 2009. Doanh thu bn l thc t gm c mua sm gia nh v cho doanh nghip tip tc tng mnh, hin vt con s 20%. R rng, hot ng thng mi ni a ci thin ng k. - Lm pht:

Nhm thc hin: 8

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n mn hc

+ Lm pht li ti din do nguyn nhn t cc tc ng cn bn v p lc v cu, t l lm pht gim t mc nh 27,9% vo thng 9/2008 xung cn 2% vo thng 8/2009. + Tuy nhin, p lc v gi li bt u leo thang, ko theo s gia tng v lm pht. b). Mi trng chnh tr- php lut: Nhng quyt nh marketing chu tc ng mnh m ca nhng din bin trong mi trng chnh tr- php lut. Chnh v vy, nhim v ca nhng marketer l phi nm vng nhng o lut bo v cnh tranh, ngi tiu dng v x hi. S n nh v chnh tr v s nht qun v quan im chnh sch ln khin cc nh u t c ci nhn lc quan v th trng, bi vy y l yu t thu ht mt s lng ln u t nc ngoi vo Vit Nam. Mt khc, nn chnh tr n nh cng gp phn thc y sn xut ca doanh nghip. Doanh nghip khng phi chu sc p v bt n nh chnh tr, c cc iu kin c s phc v sn xut. Vit Nam gia nhp WTO mang li cho Bibica cng nh cc doanh nghip khc trong nc rt nhiu c hi cng nh thch thc. c). Mi trng vn ha: C th ni nhng ngi sng trong mt nn vn ha, mi trng x hi c th c rt nhiu nim tin v gi tr ct li, c khuynh hng tn ti bn lu. V vy, nhng marketer cn ht sc quan tm ti vic pht hin nhng bin i v vn ha th c th bo trc nhng c hi marketing v mi e da mi. iu ny phc v cho vic a ra nhng sn phm ph hp vi c im v xu hng vn ha ca dn tc. d). Mi trng cng ngh: S tin b khoa hc k thut tc ng n th trng lm kch thch s pht trin nhng sn phm lin quan hoc khng lin quan n k thut mi. Cng ngh ngy cng pht trin th s ra i ngy cng nhiu v vi tc ngy cng cao ca cc sn phm mi u vit hn thay th cho cc sn phm hin hu trn th trng v lm tng sc cnh tranh. e). Mi trng t nhin: Mi trng t nhin bao gm cc ngun ti nguyn thin nhin c xem l nhng nhn t u vo cn thit cho hot ng ca doanh nghip v cn c nh hng nht nh n nhng hot ng marketing ca doanh nghip nh: + S khan him ngun nguyn vt liu

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VIETHANIT + Chi ph nng lng tng + Mc nhim tng 3.2.2. Phn tch mi trng bn trong 3.2.2.1. Ngun nhn lc

n mn hc

Bng 2.6. S lng cn b, cng nhn vin ca Bibica Cc ch tiu chnh Lao ng bnh qun Nm 2007 1.418 Nm 2008 1.605 40,554 t 2.501.536 2.148.819 352.717 Nm 2009 1.737 42,043 t 2.930.696 2.584.896 345.800

Qu lng, thng thc 36 t hin - Bnh qun thu nhp (ng/ 2.613.730 ngi/thng) - Trong Lng bnh 2.050.616 qun/ thng - Thng v cc thu nhp 263.114 khc ngoi lng thng (bnh qun /thng)

Bng 2.7. C cu lao ng theo trnh v tnh cht cng vic ( Tnh n thng 12/2009) Phn loi Theo trnh Trn i hc i hc Cao ng Trung cp, CNKT lnh ngh Lao ng ph thng Theo tnh cht cng vic Lao ng trc tip Lao ng gin tip 1046 478 69,90 32,10 4 195 92 327 945 0,14 15,70 6,80 28,00 61,35 S ngi T trng (%)

Cng ty lun ch trng n pht trin ngun nhn lc.

Nhm thc hin: 8

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Bn cnh cng ty cn c rt nhiu chnh sch tin lng v thng cho cng nhn. 3.2.2.2. Ti chnh Hnh 2.7. Doanh thu ca Bibica qua cc nm 3.2.2.3. Ti sn Bibica hin c 3 nh my sn xut ti ng Nai, Bnh Dng v H Ni. Nh my Bibica Min ng giai on 2 ti Bnh Dng sn xut bnh Chocopie s i vo hot ng vo u nm 2010, nng cng sut thit k ton cng ty ln gp i. Sau cng ty tip tc u t xy dng nh my Bibica Hng Yn, d kin hon tt vo nm 2011. Do vy trong 1-2 nm ti, nng lc sn xut ca cng ty s c gia tng mnh m. Nm 2010 nng lc sn xut ca cng ty s tng gp i nh vic nh my Bibica Min ng giai on 2, sn xut bnh Chocopie i vo hot ng. 3.2.2.4. Uy tn thng hiu

Hnh 2.8: Cc gii thng ca Bibica Cng ty c nhn cc gii thng: Hng Vit Nam cht lng cao do ngi tiu dng bnh chn. Chng nhn ISO 9001 : 2000. t cp vng cho thng hiu an ton v sc kho cng ng trong hai nm lin tip 2004 v 2005 do Cc An Ton V Sinh Thc Phm- B Y T trao tng. c ngi tiu dng bnh chn l thng hiu mnh Vit Nam nm 2006 do Bo Si Gn Tip Th t chc. 3.2.2.5. Sn phm, Marketing Sn phm bnh cao cp Goodies v Hura Deli l hai mn qu c o. bnh Goodies, ngi dng khng ch hi lng v thit k sang trng, a dng v chng loi vi cookies chip cranberry, cookies da m nm nay, sn phm nyNhm thc hin: 8 Trang 29

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cn l bnh Tart vi lp nhn chocolate m c ha quyn vi hng thm ca b v v ngt thanh khit ca sa. i vi ngi tr tui, bnh Hura Deli l sn phm ph hp. Bnh bng lan 3 lp c cht lc bng cng ngh hin i m cng nghin cu v pht trin. Bnh c trang tr hoa vn chocolate trng trn b mt, kh va ming, li mm tan khi c dng km vi cc loi tr c truyn ca Vit Nam. Hura Deli cn l sn phm tinh ty dnh cho nhng c gi bi hng v c trng ca sa cao cp v bt m thng hng mang m phong cch Italy, m bo tiu chun v sc khe. Ngoi cc sn phm trn, bibica cn c cc sn phm khc: bnh biscuit cc loi (sn xut trn dy chuyn thit b ca Anh); bnh cookies (sn xut trn dy chuyn thit b ca M); bnh xp ph chocolate; snack cc loi; ko do... Tng cng hng nm, Cng ty bibica cung cp cho th trng hn 15.000 tn bnh ko cc loi. 3.3. Hon thin chin lc kinh doanh Bng 2.8. Bng Phn tch mi trng Marketing v nhn t bn trong cng ty C hi(O): e da(T): 1. Kinh t x hi pht trin, thu nhp 1. i th cnh tranh Kinh v sc mua gia tng. ngy cng ln mnh. 2. Vit Nam gia nhp WTO. 2. Yu cu ca khch hng v 3. Mc sng ngi dn khng ngng sn phm ngy cng cao. nng cao. 3. Ngun nguyn vt liu khan him. 4. Khoa hc k thut hin i. 4. Cnh tranh trn th trng 5. Lm pht lun mc n nh. ngy cng gay gt hn. 6. Tim nng ca th trng ni a 5. Vit Nam gia nhp AFTA. ln. 6. C nhiu sn phm thay th im mnh(S): im yu(W): 1. Thng hiu khng nh c 1. Cha khai thc ht c th ch ng trn th trng. trng tim nng. 2. H thng phn phi rng khp. 2. Cng tc marketing cha 3. c bnh chn l sn phm c mnh so vi i th cnh tranh. cht lng cao t 1997-2009. 4. C nhiu nh my sn xut vi 3. Cng ngh thit b nhn chung vn cn mc trung quy m ln. bnh. 5. Ngun nhn lc di do.

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VIETHANIT

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6. ng dng c khoa hc k thut 4. Trnh tay ngh cha cao. vo sn xut. 5. Gi hi cao, kh nng cnh 7. Dy chuyn sn xut hin i. tranh cn thp. 8. Vn ln. Bng 2.9. Phn tch SWOT: Kt hp S-O: Kt hp S-T: Hi nhp S1S2S7+O1O3O6: Thc hin chin S1S4S5+T2T3: lc thm nhp th trng. ngc chiu.

S1S2S8+O1O2O6: Pht trin th S1S2S5S7S8+T1T2T4T6: Hi trng nhp ngang S5S6S7S8+O1O3O4: Pht trin sn phm. Kt hp W-O: Kt hp W-T: O1O2O4O6+W1W2W4:Thm nhp W2W3+T1T4T6 : Hi nhp th trng. cng chiu O1O3O6+W1W5: Kt hp hng W2W5 + T2: Thm nhp th ngang trng. - S1S3O1O2O3O4: Da vo thng hiu c ch ng trn th trng, cng vi h thng phn phi rng khp, dy chuyn sn xut hin i v nn kinh t x hi ngy cng pht trin, i sng c nng cao, sc mua ca ngi tiu dng tng mnh, th trng ni a y tim nng. Cng ty nhn thy c iu nn tip tc thc hin chin lc phc v th trng ni a thm nhp ngy cng su vo th trng ni a. - S1S2S8+O1O2O6: Khi sn phm cng ty c thng hiu, h thng phn phi rng khp, vn ln kt hp vi iu kin kinh t trn pht trin cng ty nn thc hin chin lc m rng th trng ca mnh tng th phn v kh nng cnh tranh. - S5S6S7S8+O1O3O4: Cng ty vi th mnh v ngun nhn lc, vn, dy chuyn hin i, cng vi i sng ca ngi dn ngy cng c nng cao v s pht trin ca khoa hc k thut. Cng ty nn thc hin chin lc pht trin sn phm phc v th trng. - O1O2O4O6+W1W2W4: Vi li th Vit Nam gia nhp WTO, nn kinh t x hi pht trin, khoa hc k thut hin i, tim nng th trng ni a ln. Da vo cng ty khc phc nhng im yu ca mnh nh:cha khai thc ht c th trng tim nng, cng tc marketing cha mnh so vi i th cnh

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VIETHANIT

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tranh, trnh tay ngh ca cng nhn cha cao. Qua , ci thin li thm nhp su hn na th trng hin c. - O1O3O6+W1W5: V kh nng cnh tranh cn thp, gi vn cn cao hn so vi mt s i th khc nhng th trng ni a y tim nng. - S1S4S5+T2T3: Hp tc c nh v lu di vi nh cung cp p ng c ngun nguyn liu phc v cho sn xut, p ng yu cu ngy cng cao ca khch hng. - S1S2S5S7S8+T1T2T4T6: Thu ht khch hng ca i th gim p lc cnh tranh. - W2W3+T1T4T6 : Hp tc vi i th cnh tranh v mt cng ngh. - W2W5 + T2 : Tng cng hot ng marketing nhm tng th phn trc khi cc c s khc thay i cng ngh, Qua nhng phn tch trn th trong thi gian n cng ty s s dng chin lc thm nhp th trng cng vi pht trin sn phm tip tc nng cao uy tn thng hiu Bibica. 3.4. Hon thin chin lc marketing 3.4.1. Sn phm Hon thin sn phm gi nguyn mu m kiu dng, bao b nhng cho thm sn phm a dng v khi lng. Cho ra cc sn phm c khi lng nh nh: 10g, 15g, 20g. ng thi cng a ra sn phm cp khi lng ln nh: 500g, 700g, 1000g. Dy chuyn sn xut bnh chocopie t ti Cng ty Bibica min ng cho ra i sn phm bnh bnh chocopie vi nhn hiu LottePie. Bibica u t xy dng ti Cng ty Bibica min ng dy chuyn sn xut bnh Layer cake (nhn hiu Hura).

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VIETHANIT Hnh 2.9. Sn phm mi ca Bibica

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Tp trung u t pht trin sn phm c doanh thu thp nng cao hiu qu hot ng v kh nng cnh tranh ca cng ty. Khng ngng pht trin sn phm mi, c o, c cht lng cao, gi thnh tt v m bo v sinh an ton thc phm. Thit k bao b sn phm mi, to ra nhiu mu m, a dng v chun loi. Ngoi ra Bibica nn gi ti khch hng nhng sn phm ngt ngo, c o, thm ngon v p ng nhu cu dinh dng cho nhng i tng khch hng. Sn phm lm ra phi lun hng n nhu cu th hiu ngi tiu dng.Tu vo la tui v s thch ca khch hng m a ra sn phm cho ph hp. p ng ti a nhu cu khch hng. Hot ng vi chnh sch cht lng Khch hng l trng tm trong mi hot ng ca chng ti 3.4.2. C ng 3.4.3.1. Qung co: * a ra tng qung co mi: - Mc tiu qung co: nhc nh mi ngi nh n bibica. Ni dung qung co: Mt chng trai hn bn gi i n ti khng may c vic t xut nn n tr. C gi ngi i mi khng thy u bc mnh nh b v th thy chng trai n. C ngi im lng khng ni g. Chng trai bit li v thay cho li xin li bng mt hp bnh vi nhng chic bnh Chocopie thm ngon y ngha. C gi lng l mn ci nhn chng trai bng nh mt tru mn thay cho li mun ni. Bng 2.10. Bng hnh thc qung co nm 2010 Hnh thc VTV3 Thi im - 6h30 n 7h - 11h n 12h -20h n 20h45 VTV1 Tp tr Radio - 6h n 7h - 10h n 11h -12h n 12h30 - 2 ln/ngy -18h n 18h45 - 50s/ln 2 ln/tun 3 ln/ngy 60s/ln 20 triu VN 30 triu VN Cm tnh 50 triu VN Tn sut - 3 ln/ngy - 50s/ln Cm tnh Chi ph 70 triu VN Thng ip

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VIETHANIT - 20h n 21h Website - Vatgia.com 3.4.3.2. PR - bibica.com.vn

n mn hc

T chc ti tr nhng tr chi hoc cc cuc thi c ngha, chng hn:m mn ti nng tr, hnh trnh xuyn Vit, Chp cnh thng hiu hoc cc tr chi gip ngi ngho xo n ngn hng vi tng s tin 100 triu VN. Ti tr cho trung tm nui dng tr m ci Hoa Mai. a ch Phng Ha Hi, Qun Ng Hnh Sn, TP. Nng n tt trung thu nm 2010 y tnh thng vi s tin 20 triu VN. Vo dp Noel cng ty s t chc chng trnh t thin Tri tim m p vi s tin 50 triu ng cho qu thiu nhi ngho vt kh. Tt t thin, Tt m p cng BiBiCa: Gia khng kh trn ngp sc xun ngt ngo, nng m tnh yu v m sc Xun, cng vi nhiu n v, t chc khc, cng ty c phn Bibica s ti tr cho nhiu hot ng x hi giu ngha nhn vn v tung ra nhiu sn phm cao cp, c o trong dp Tt c truyn nm 2011 thp la yu thng, nng m n tng gia nh ngi Vit Nam. Tng s tin l 50 triu VN. Bn cnh nhng hot ng x hi giu ngha, trong ma xun rn rng, m cng ca nm Canh Dn 2010, v l tnh nhn Valentine, Bibica cn tri n khch hng bng nhng sn phm ngt ngo, c o c tung ra ti 45000 h thng i l phn phi v 200 siu th ln nh trn ton quc. 3.4.3.3. Khuyn mi: T chc cc hot ng khuyn mi c bit vo cc ngy l, tt nh: Gim 10% cho cc i l, bn s, bn l khi mua sn phm ca Bibica vi s lng ln. T 01/07/2010 n 31/8/2010 Mua sn phm bnh Lottepie v Layer cake s c tng km nhng ti xch T ngy 01/06/2010 n 30/06/2010. Khi mua bnh ko Bibica vi s tin t 200.000VN tr ln bn s nhn c mt th co may mn t 25/05/2010 n ngy 16/08/2010. Trin hai chung trnh bn hng qua mng, khch hng c th vo website www.bibica.com.vn mua cc sn phm bnh ko ca Bibica. Khch t hng t 100.000 ng tr ln s c chit khu 5%; c hng dch v gi qu, giao hng min ph nu t hng 10 gi qu tr gi 150.000 ng tr ln. 3.4.3.4. Bn hng trc tip:

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VIETHANIT

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Gi nhng tm catolo n khch hng gii thiu sn phm mi.(T ngy25/05/2010 n ngy 15/06/2010). T ngy 25/06/2010 n ngy 15/07/2010 a i ng tip th sn phm ca cng ty n cc gia nh khu vc Ty Nguyn. Qung b sn phm v bn sn phm cho khch hng trc tip.

KT LUNTrong xu th ton cu ha hin nay, ranh gii gia vng min, quc gia, cc th trng khc nhau tr nn m nht, iu lm cho sn phm ca cng ty n tay ngi tiu dng mt cch nhanh nht. V ng ngha vi iu l mc cnh tranh ngy cng gay gt khng b hp trong bt c th trng n l no. Bn cnh trong nn kinh t nhiu thnh phn ang trong thi k qu , cc doanh nghip ni chung v cng ty Bibica ni ring c t trong mi trng cnh tranh gay gt v khc lit hn bao gi ht. Cch duy nht doanh nghip tn ti v pht trin v thch ng vi th trng, nm bt c hi v iu hnh hot ng sn xut, kinh doanh theo nh hng th trng, phi t duy theo li t duy Marketing. S thnh cng ca Bibica khng nh c s ng n v tnh sng to trong chin lc kinh doanh cng nh trong cc chng trnh Marketing Mix ca mnh. Bn cnh s thnh cng vn cn mt s tn ti. Qua nghin cu v tm hiu v th nhm chng ti a ra nhng kin ng gp gip cng ty hon thin hn na chin lc m cng ty ang theo ui. Trong qu trnh lm ti, do kin thc c hn s vn dng l thuyt v thc t l mt khon cch kh ln nn khng th trnh khi nhng thiu st. Rt mong nhn c s gp ca thy c v cc bn ti c hon thin hn.

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VIETHANIT

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LIU THAM KHO[1] Gio trnh Qun tr hc, Nguyn Th Kim nh, Trng Cao ng CNTT hu ngh Vit-Hn [2] http://www.bibica.com.vn [3] http://thitruongvietnam.com.vn [4] http://thuonghieuviet.com.vn [5] http://vuacophieu.com

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VIETHANIT

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PH LC n c hon thnh nh s phi hp ca cc thnh vin trong nhm. Nhim v ca tng thnh vin nh sau: Tn thnh vin Cao Thin Thun Nguyn Th Thu Th Phn I Phng Th Hin Trn Th Thu Thng Hunh Ngc Ton Nhim v Mc thc hin

1.1. Khi nim v chin lc 100% Marketing 1.2. Bn cht ca chin lc 100% Marketing 1.3. Vai tr ca chin lc 100% Marketing 1.4. Tin trnh hoch nh: 5 100% bc Li m u Kt lun 2.1. Gii thiu chung v cng 100% ty Bibica 2.4.2. Chin lc v gi. 2.2. Chin lc kinh doanh 100% ca cng ty trong thi gian qua 2.4.4. Chin lc c ng 2.3. nh gi hiu qu hot 100% ng kinh doanh trong thi gian qua 2.5. nh gi cng tc thc thi chin lc Marketing 100%

Hunh Ngc Ton

Phng Th Hin Phn II Nguyn Th Thu Th

Cao Thin Thun Phn Cao Thin Thun

2.4.1. Chin lc sn phm

100% 100%

Trn Th Thu Thng 2.4.3. Chin lc phn phi

3.1. Tm nhn, s mnh, mc 100%

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VIETHANIT tiu

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3.2.2.5. Sn phm, Marketing 3.3. Hon thin chin lc kinh doanh: De da (T) 3.4.1. Sn phm 3.2.1.1. Mi trng vi m Hunh Ngc Ton 3.3. Hon thin chin lc kinh doanh: C hi(O) 3.4.1. Sn phm 3.2.1.2. Mi trng v m Nguyn Th Thu Th 3.3. Hon thin chin lc kinh doanh: im Yu (W) 3.4.1. Sn phm III 3.2. Chin lc kinh doanh 100% trong thi gian n a). nh hng pht trin nm 2010 Phng Th Hin b). nh hng pht trin trong tng lai 3.2.2.3. Ti sn 3.2.2.4. Uy tn thng hiu 3.3. Hon thin chin lc kinh doanh: im mnh (S) 3.4.2. C ng 3.2.2.2. Ti chnh 3.2.2.1. Ngun nhn lc Trn Th Thu Thng 3.3.Hon thin chin lc kinh doanh: Phn tch SWOT 3.4.2. C ng 100% 100% 100%

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VIETHANIT

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NHN XT CA GIO VIN

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VIETHANIT

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