Kế hoạch marketing đệm KIM ĐAN

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Kế hoạch marketing đệm KIM ĐAN

Text of Kế hoạch marketing đệm KIM ĐAN

  • CNG TY C PHN CAO SU SI GN KYMDAN

    K HOCH MARKETING NM 2012

    P DNG CHO M CAO SU CHNG KHUN

    Th trng mc tiu: C quan, trng hc, khch sn v bnh vin trn ton lnh th Vit Nam

    c chun b bi: Nhm 5

    -Thng 8/2011-

  • MC LC

    TM TT NI DUNG THC HIN..................................................................... 4 I. PHN TCH TNH HNH ................................................................................... 6

    1.1. Phn tch cng ngh...................................................................................... 6 1.2. Phn tch cnh tranh.................................................................................. 7

    1.2.1. Cnh tranh gia cc sn phm thay th: ............................................. 7 1.2.2. Cnh tranh vi cc sn phm cng loi ca cc i th cnh tranh..... 9

    1.3. Phn tch khch hng........................................................................... 10 1.4. Phn tch thc trng ca cng ty ............................................................. 11 1.5. Phn tch SWOT......................................................................................... 13

    2. MC TIU ....................................................................................................... 15 2.1 Ngn hn ..................................................................................................... 15 2.2. Di hn ....................................................................................................... 15

    3. CHIN LC TH TRNG.......................................................................... 16 3.1 Chin lc phn khc th trng.................................................................. 16 3.2 Chin lc mc tiu..................................................................................... 16

    3.2.1. Th trng mc tiu ............................................................................. 16 3.2.2. Tn sn phm: Kymdan- Nano Silver .................................................. 16 3.2.3. Chu k sng ca sn phm................................................................... 16 3.2.4. Nhng mc tiu chnh.......................................................................... 16 3.2.5. Chin lc nh v ............................................................................... 17

    4. CHNG TRNH MARKETING ................................................................... 18 4.1. Marketing phi hp .................................................................................... 18

    4.1.1. Sn phm ............................................................................................. 18 4.1.2 nh gi................................................................................................ 22 4.1.3 Phn phi.............................................................................................. 23 4.1.4 Qung co-truyn thng........................................................................ 24

    4.2 Cc chng trnh dnh cho khch hng thn thuc ...................................... 24 4.2.1. Nhm khch hng khch sn................................................................ 24 4.2.2 Nhm khch hng bnh vin................................................................. 25 4.2.3 Chng trnh tng thng..................................................................... 26 4.2.4 Chng trnh cm t ............................................................................. 26 4.2.5 Chng trnh gim gi .......................................................................... 27 4.2.6 Chng trnh thu ht............................................................................. 27

    4.3. Chng trnh marketing-dch v v h tr khch hng. .............................. 28 4.4. Lng tin v s tn nhim ............................................................................. 28 4.5. Xc tin thng mi ................................................................................... 29

    4.5.1. Chng trnh Bn hng tr gp 0% li sut ...................................... 29 4.5.2. Chng trnh Mua nm (m) h tr tng o nm (v bc m)....... 30

  • 5. K HOCH THC HIN ................................................................................ 32 5.1. Thit k v trin khai sn phm .................................................................. 33 5.2. Marketing v bn hng ............................................................................... 34 5.3. Nh phn phi ............................................................................................ 35 5.4. Chng trnh sau bn.................................................................................. 36

    6. NH GI V GIM ST VIC THC HIN ............................................. 37 6.1. Gim st cc chin dch qung co ............................................................. 37 6.2. Phn tch kinh doanh v bo co li/l........................................................ 37 6.3. H s Khch hng ...................................................................................... 38

    7. THNG TIN TI CHNH ................................................................................ 39 7.1. Tm lc thng tin ti chnh....................................................................... 39 7.2. Gi nh v ti chnh.................................................................................. 39

    7.2.1 T l thnh cng d kin ca chng trnh tip th................................ 39 7.2.2. iu kin th trng............................................................................. 40

    7.3 Ngn sch .................................................................................................... 40 7.3.1. Qung co............................................................................................ 40 7.3.2. Chng trnh tip th............................................................................ 41

    8. K HOCH D PHNG................................................................................. 43 8.1. Du hiu tht bi......................................................................................... 43

    8.1.1. V thi gian ......................................................................................... 43 8.1.2. V i tng thc hin ........................................................................ 43 8.1.3. V ni dung kim tra nh gi: ............................................................ 43

    8.2. Chin lc thay th..................................................................................... 44 PH LC ............................................................................................................. 45

  • TM TT NI DUNG THC HIN

    c thnh lp t nm 1954 Cng ty c phn Cao Su Si Gn vit tt l cng ty Kymdan, c bit n nh l cng ty tin phong trong lnh vc sn xut cc sn phm sn phm t 100% cao su thin nhin. Cc dng sn phm cng ty Kymdan cung cp cho khch hng rt a dng v phong ph: t m, gi, ging, salon....

    Trong mi nm qua doanh thu ca Kymdan lun tng trng t 30-50%, thm ch c nm 65%. Thnh qu gip Kymdan c tng gii thng Mt trong mi thng hiu ni ting nht Vit Nam vo nm 2006. Nm 2010 doanh thu ca Kymdan t 1.012,5 t ng, a cng ty vo Top 500 doanh nghip t nhn ln nht Vit Nam. Tuy nhin, t u nm 2011 nn kinh t Vit Nam tng trng chm li, lm pht tng cao, trong khi th trng m trong nc ngy cng cnh tranh khc lit hn. Nhng kh khn ny nh hng trc tip n kt qu sn xut kinh doanh ca cng ty. Mc d doanh thu d kin nm 2011 vn t mc 1.000 t ng, nhng nu khng c nhng quyt nh kinh doanh ph hp th trong nm 2012, cho d c d bo l nn kinh t s dn phc hi v lm pht gim so vi 2011, th cng ty s kh t c k hoch tng trng v duy tr v th hin c ca mnh.

    Sau khi tin hnh iu tra th trng, cng ty nhn thy:

    Th nht, nhiu khch hng cho rng khi h i cng tc hoc dng bnh th nguyn nhn chnh dn n kh ng l do cht lng m ca ni n khng tt bng nh.

    Th hai, thu nhp bnh qun u ngi ca Vit Nam ngy cng tng, do khch hng ngy cng quan tm hn v sn sng chi nhiu tin hn cho nhng sn phm c li cho sc khe c ngun gc t nhin.

    Th ba l, mng th trng khch hng t chc bao gm cc khch sn, nh ngh, resort (gi chung l nhm khch sn) v cc c s y t (gi chung l nhm bnh vin) cha c cng ty cng nh cc i th cnh tranh quan tm nhiu, ng thi trn th trng cng cha xut hin sn phm c th no dnh cho cc nhm khch hng ny. Vi kt qu ny, cng ty quyt nh u t nghin cu v a ra sn phm m mi: m cao su chng khun trn c s s dng cng ngh sn xut m cao su thin nhin hin c kt hp vi cng ngh Nano Silver dit khun. y l dng sn phm chuyn bit, cao cp theo ng tn ch ca Kymdan: Cht lng l u tin hng u v mang n cho khch hng mt cm nhn ng cp vt tri khi s dng. Sn phm ny s tp trung ti nhm khch hng khch sn v bnh vin cao cp, mc d vy, sn phm cng ph hp cho cc khch hng c nhn c nhu cu.

    V sn phm m chim ti 95% tng doanh thu ca Kymdan, nn vic nghin cu, pht trin sn phm m v lp k hoch marketing cho sn phm mi ny l rt

  • quan trng i vi cng ty. Vic a ra th trng thnh cng s gip cho cng ty gi vng v tr u ngnh v cung cp sn phm m cao su thin nhin trong nc v m rng th trng nc ngoi, nhm mc tiu t tng doanh thu nm 2012 t 1.130 t ng, trong xut khu t 500 t, v di hn s gp phn a doanh thu ca Kymdan ln con s 1.600 t ng vo nm 2015. Sn phm s c tiu th c th trng trong v ngoi nc, nhng bc u sn phm cn phi c khng nh v chim lnh th trng ni a. Tng chi ph marketing cho sn phm mi ny trong nm 2012 d kin l 30 t ng.

  • I. PHN TCH TNH HNH

    Kymdan l thng hiu mnh vi nhiu yu t t c v tr s 1 (nhiu ci nht) nh:

    Thng hiu nm cao su thin nhin xut hin sm nht (t nm 1954); n v xut khu nm cao su thin nhin sm nht; n v c phng th nghim ph hp b Tiu chun Quct ISO/ IEC

    17025:2005 vn c vai tr rt trng trong thng mi, pht trin sn xut, sn phm v c trong vic bo v khch hnh sm nht.

    L thng hiu c bo h nhiu quc gia v vng lnh th nht; l doanh nghip thc hin trit nht vic b thuc l cho 100% ngi lao ng.

    L mt in hnh tiu biu cho vic xy dng thng hiu mnh t trong ra ngoi, t ni b cng ty ra ngoi cng ty, t th trng trong nc r