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8/8/2019 tieu luan MKT 2003
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Nhm 7Phn tch tht bi trong chin lc Marketing cho sn phm bia Laser ca tp on Tn Hip Pht
LI M U---o0o---
Th trng bia Vit Nam vn vn c nh gi l mt th trng y tim
nng khi m con s tiu th vn cn rt khim tn so vi mc trung bnh ca nhiu
nc trn th gii, ch 18 lt / ngi / nm c tnh ch bng khong so vi mc
trung bnh ca Hn Quc v khong 1/6 1/7 i vi cc nc nh Iceland, Sc
hay c. Chnh v th nn khng ch cc i gia nc ngoi m thm ch nhiu i
gia ca ngnh bia ru nc gii kht trong nc cng mong mun gia nhp th
trng y tim nng ny nhm tm kim nhng khon li nhun kch s.
Cc kt qu nghin cu th trng chia ngnh cng nghip bia Vit Nam
thnh 3 giai on: thp nin 1990 l thi im khi ng ca cc thng hiu bia.
Trong khong 5 nm u ca th k 21, ngnh bia bc sang giai on vt
chng ngi vt v hin nay ang tng tc. Tuy nhin, ngnh cng nghip ny s
khng c giy pht v ch v y l mt cuc chin rt khc lit v khng phi
k khng l no cng c th chin thng tt c cc mt trn. Bn cnh s thng
tr phn khc cao cp ca nhn hng Heineken ( thuc VBL lin doanh gia Nh
my Bia Vit Nam v tp on APB ) hay phn khc ph thng ca nhn hng
Sabeco ( thuc Tng cng ty bia ru v nc gii kht Si Gn ) , cuc chin
nhm tranh ginh th phn bia ti th trng Vit Nam cng chng kin nhiu s
tht bi au n ca cc tn tui khc. C th k ra nh trng hp ca bia BGI
(thuc s hu ca Castel Group, Php), bia kiu c Fosters (Tp on Fosters),hay cuc chia tay tc ti ca sn phm Laser (thuc tp on Tn Hip Pht).
S tht bi ca Laser tr thnh mt bi hc t gi khng ch cho cc
doanh nghip cng ngnh m cn cho nhiu chuyn gia Marketing khc . Chnh v
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Nhm 7Phn tch tht bi trong chin lc Marketing cho sn phm bia Laser ca tp on Tn Hip Pht
vy, trong phm vi ca bi nghin cu mang tn Phn tch tht bi trong chin
lc Marketing cho sn phm bia Laser ca tp on Tn Hip Pht, ngi vit
mong mun mang n cho ngi c nhng hiu khi qut v nhng nguyn
nhn chnh dn n tht bi cay ng ca sn phm ny.
Ni dung ca bi nghin cu c chia lm 3 phn ch yu:
1. Tm hiu nhng l thuyt chung v marketing.
2. Gii thiu v tp on Tn Hip Pht cng nh gii thiu tng quan
v th trng Bia Vit Nam.
3. Phn tch nguyn nhn tht bi ca bia Laser.
Lnh vc marketing l mt lnh vc kh rng ln v phc tp v th trong
qu trnh nghin cu khng trnh khi vic a vo nhng kin nh gi mang
tnh ch quan, v vy nhm nghin cu mong mun nhn c nhng kin ng
gp chn thnh ca ngi c.
Xin chn thnh cm n!
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Nhm 7Phn tch tht bi trong chin lc Marketing cho sn phm bia Laser ca tp on Tn Hip Pht
CHNG I: L THUYT CHUNG V MARKETING
-------o0o-------
1.Qu trnh hnh thnh v pht trin ca Marketing
Vo cui th k XIX u th k XX, thut ng marketing xut hin ln u
tin ti M v k t sau Chin tranh Th gii ln th 2, hot ng ny bt u
pht trin su rng ng thi c nhng bc tin nhy vt tr thnh mt lnh
vc khoa hc ph bin nh ngy nay. Marketing lan truyn sang Nht bn v
Ty u vo nhng nm 50 - 60, ng thi lan truyn sang cc nc ng u vo
nhng nm 60 - 70 ca th k XIX.
Marketing c ph cp ti Vit Nam vo u thp k 90 khi nn kinh t k
hoch tp trung ang chuyn sang nn kinh t th trng theo nh hng x hi
ch ngha.
Ngy nay marketing tr thnh 1 ngnh khoa hc c nghin cu v vn
dng rng ri trn th gii.
Hin trong cc tc phm v marketing trn th gii c khong 2000 nh
ngha v thut ng ny tuy nhin ph bin nht vn l khi nim v marketing theo
quan im ca Philip Kotler: Marketing l mt hnh thc hot ng ca con
ngi hng vo vic p ng nhng nhu cu thng qua trao i.
Nh vy, thng qua qu trnh pht trin sn xut hng ho trong nn kinh t
th trng, vai tr Marketing ngy cng c tha nhn v khng nh. Vi t cchl mt cng c ht sc li hi, Marketing c cc nh kinh doanh thi i
ngy nay s dng v khai thc trit nhm phc v cho chin lc kinh doanh
ca mnh.
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Nhm 7Phn tch tht bi trong chin lc Marketing cho sn phm bia Laser ca tp on Tn Hip Pht
2.Mc tiu v chc nng ca Marketing
2.1 Mc tiu
Hot ng marketing trong cc doanh nghip nhm vo cc mc tiu c bn
sau:
- Li nhun: Ch tiu li nhun chnh l thc o hiu qu kinh doanh ca
doanh nghip. Hot ng marketing s gip cc doanh nghip bit cch phi
nh gi th no t mc ti u, ph hp vi kh nng thanh ton ca
ngi tiu dng, to ra doanh s ti u v c c li nhun ti u trong
iu kin c th.
- Li th cnh tranh: Nh c marketing, doanh nghip s tm c li th
cnh tranh ca mnh trn thng trng. Li th ny th hin ch tiu th
phn ca doanh nghip trn th trng.
- An ton trong kinh doanh: Da vo nhng hiu bit v marketing, daonh
nghip c th phn tch, phn on nhng bin i trn th trng a ra
nhng bin php kp thi nhm ng ph vi nhng bt trc c th c v hn
ch n mc ti thiu nhng hu qu ca nhng ri ro trong kinh doanh.
2.2 Chc nng
Chc nng ca marketing c xc nh ty thuc vo c im sn xut
kinh doanh cc sn phm ca doanh nghip, nhng nhn chung u da trn nhng
chc nng ch yu sau:
- Nghin cu tng hp v th trng pht hin ra nhu cu hin ti, nhu cutim nng cng nh trin vng pht trin ca chnh th trng y.
- Hoch nh cc chnh sch kinh doanh cho doanh nghip
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Nhm 7Phn tch tht bi trong chin lc Marketing cho sn phm bia Laser ca tp on Tn Hip Pht
- T chc vic thc hin cc chnh sch c a ra thng qua vic t chc
hot ng nghin cu khoa hc nhm to ra nhng sn phm p ng c
nhu cu ca khch hng cng nh vic hon thin h thng phn phi.
- iu tit v thc hin cc hot ng ca doanh nghip theo 1 chng trnh
thng nht
- Thc hin vic kim tra hot ng kinh doanh theo k hoch.
3.Chin lc Marketing mix l g?
Marketing hn hp (marketing mix) l tp hp cc cng c tip th cdoanh nghip s dng t c trng tm tip th trong th trng mc tiu.
Thut ng ln ln u tin c s dng vo nm 1953 khi Neil Borden, l ch
tch ca hip hi Marketing Hoa K ly tng cng thc thm mt bc na v
t ra thut ng Marketing hn hp. Mt nh tip th ni ting, E. Jerome
McCarthy, ngh phn loi theo 4P nm 1960,m nay c s dng rng ri.
Khi nim 4P c gii thch phn ln trong sch gio khoa v marketing v trong
cc lp hc.
Marketing Mix l tp hp cc cng c tip th c doanh nghip s dng
t c trng tm tip th trong th trng mc tiu.
4P l mt khi nim trong marketing, l:
Product (Sn phm): Mt i tng hu hnh hoc mt dch v v hnh l khi lng sn xut hoc sn xut trn quy m ln vi mt khi lng c th
ca n v. Sn phm v hnh l dch v nh ngnh du lch v cc ngnh cng
nghip khch sn hoc m s cc sn phm nh np in thoi di ng v tn dng.
V d in hnh ca mt khi lng sn xut vt th hu hnh l nhng chic xe c
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http://vi.wikipedia.org/wiki/Marketinghttp://vi.wikipedia.org/wiki/S%E1%BA%A3n_ph%E1%BA%A9mhttp://vi.wikipedia.org/wiki/Marketinghttp://vi.wikipedia.org/wiki/S%E1%BA%A3n_ph%E1%BA%A9m8/8/2019 tieu luan MKT 2003
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Nhm 7Phn tch tht bi trong chin lc Marketing cho sn phm bia Laser ca tp on Tn Hip Pht
ng c v dao co dng mt ln. Mt khi lng cha r rng nhng ph bin
dch v sn xut l mt h thng iu hnh my tnh.
Price (Gi c): Gi bn l chi ph khch hng phi b ra i ly snphm hay dch v ca nh cung cp. N c xc nh bi mt s yu t trong
c th phn, cnh tranh, chi ph nguyn liu, nhn dng sn phm v gi tr cm
nhn ca khch hng vi sn phm. Vic nh gi trong mt mi trng cnh tranh
khng nhng v cng quan trng m cn mang tnh thch thc. Nu t gi qu
thp, nh cung cp s phi tng s lng bn trn n v sn phm theo chi ph
c li nhun. Nu t gi qu cao, khch hng s dn chuyn sang i th cnh
tranh. Quyt nh v gi bao gm im gi, gi nim yt, chit khu, thi k thanh
ton,...
Place (Phn phi): i din cho cc a im m mt sn phm c th c
mua. N thng c gi l cc knh phn phi. N c th bao gm bt k ca
hng vt l cng nh cc ca hng o trn Internet. Vic cung cp sn phm n
ni v vo thi im m khch hng yu cu l mt trong nhng kha cnh quantrng nht ca bt k k hoch marketing no.
Promotions (xc tin thng mi hoc h tr bn hng): h tr bn hng
l tt c cc hot ng nhm m bo rng khch hng nhn bit v sn phm hay
dch v ca bn, c n tng tt v chng v thc hin giao dch mua bn tht s.
Nhng hot ng ny bao gm qung co, catalog, quan h cng chng v bn l,
c th l qung co trn truyn hnh, i pht thanh, bo ch, cc bng thng bo,
a sn phm vo phim nh, ti tr cho cc chng trnh truyn hnh v cc knh
pht thanh c ng o cng chng theo di, ti tr cho cc chng trnh dnh
cho khch hng thn thit, bn hng qua in thoi, bn hng qua th trc tip, gii
thiu sn phm tn nh, gi catalog cho khch hng, quan h cng chng...
- 8 -
http://vi.wikipedia.org/wiki/Gi%C3%A1_c%E1%BA%A3http://vi.wikipedia.org/w/index.php?title=Ph%C3%A2n_ph%E1%BB%91i&action=edit&redlink=1http://vi.wikipedia.org/wiki/Gi%C3%A1_c%E1%BA%A3http://vi.wikipedia.org/w/index.php?title=Ph%C3%A2n_ph%E1%BB%91i&action=edit&redlink=18/8/2019 tieu luan MKT 2003
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Nhm 7Phn tch tht bi trong chin lc Marketing cho sn phm bia Laser ca tp on Tn Hip Pht
Ta c th m hnh ha chin lc marketing mix vi s phi hp ca 4 yu
t nh sau:
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Nhm 7Phn tch tht bi trong chin lc Marketing cho sn phm bia Laser ca tp on Tn Hip Pht
CHNG II: TNG QUAN V TP ON
TN HIP PHT V TH TRNG BIA VIT NAM
-------o0o-------
1.Vi nt khi qut v tp on Tn Hip Pht
Cng ty trch nhim hu hn Tn Hip Pht (Tan Hiep Phat Beverage
Group) c thnh lp nm 1994 do tin s Trn Qu Thanh sng lp vi n v
tin thn l nh my bia v nc gii kht Bn Thnh. L thnh vin ca Hip hi
Ru Bia Nc Gii Kht Vit Nam, cng ty hon thnh xut sc nhim v sn
xut v kinh doanh ru, bia, nc gii kht phc v nhu cu trong nc v xut
khu ra th trng nc ngoi.
Tri qua 15 nm, vi nhng n lc xy dng v pht trin khng ngng, n
nay tp on Tn Hip Pht to dng c mt c ngi vi y tin nghi
cng thit b dy chuyn sn xut hin i vo bc nht ng Nam . Tp on
ny hin cho ra i cc sn phm cht lng cao vi cc thng hiu nh:
Number One, Number One Active, Bia Laser, Bia Bn Thnh, Bia Gold Bn
Thnh, Tr xanh 0 ... cc sn phm ny khng nh c v tr ca mnh trnth trng Bia & Nc gii kht ng thi nhn c rt nhiu s tn nhim v yu
thch ca ngi tiu dng.
Nm 1994, sau khi thnh lp, cng ty cng lin tc tung ra th trng ba
sn phm l bia chai, bia hi Bn Thnh v bia ti Flash khi u cho s pht
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Nhm 7Phn tch tht bi trong chin lc Marketing cho sn phm bia Laser ca tp on Tn Hip Pht
trin quy m ngy cng ln. Nhn hiu bia Bn Thnh lun t danh hiu hng
Vit Nam Cht Lng cao t nm 1998 ti nay.
Nm 2002, Tn Hip Pht tung ra sn phm nc tng lc Number One
to ra mt hin tng ca th trng nc gii kht trong nc, c khch hng
n nhn v tin dng. Ni tip thnh cng ,cng ty tip tc tung ra hng lot cc
sn phm mang nhn hiu Number One nh Number One Cola, Cam, Cream
Soda.Ti thng 12 nm 2006, nc tng lc Number One ph khp th trung
Min Bc v c mt hu khp 60 tnh thnh trong c nc.
Cui nm 2003. cng ty cho ra i sn phm c mt ln u tin ng
nam Bia ti ng chai Laser- m ra mt trang s mi cho ngnh bia VitNam. Hin nay cng ty c cp bo h nhn hiu laser ti Singapore v
Australia.Thng 10 nm 2005, nhn hiu bia Gold Bn Thnh ra i v sau l
hng lot cc sn phm mi nh Tr b ao 0 hay cc loi nc p khc.
Hin nay, cng ty c 27 mt hng mang thng hiu Tn Hip Pht c
Cc An Ton V Sinh Thc Phm B Y T cp php sn xut v 37 nhn hiu
hng ho c bo h quyn s hu tr tu.Cng ty t Gii vng v sinh anton thc phm nm 2000 cho sn phm bia Bn Thnh.
Cng vi l hng lot nhng gii thng cao qu do Nh nc v cc t
chc trao tng nh Huy chng vng c o nm 2000 dnh cho gian hng
tip th bia Bn Thnh do Hi ng xt thng Trung tm Thng tin B Thng
Mi trao tng, Cp vng thng hiu hi nhp cho sn phm nc tng lc
Number One ti trin lm thng mi Quc t, nhn hiu ny cng lin tip 6 nm
lim t danh hiu Hng Vit Nam cht lng cao, Bia bn Thnh t Top Ten
Hng Vit Nam c a thch do Bo i on Kt bnh chn.Vinh d hn na
l nhng bng khen lin tip qua cc nm ca Ch tch U ban nhn dn tnh Bnh
Dng v Ch tch Hip hi Bia Ru Nc gii kht Vit Nam nm 2005.
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Nhm 7Phn tch tht bi trong chin lc Marketing cho sn phm bia Laser ca tp on Tn Hip Pht
c c nhng thnh cng l s c gng n lc ca ton b cng ty
nhng c bit phi k ti l s nhy bn, to bo v hiu qu ca nhng chin
lc kinh doanh m cng ty p dng.Ni v vn ny, Ch tch tp on Tn
Hip Pht,Tin s Trn Qu Thanh cho bit cng ty thc hin cc chin lc kinh
doanh vi phng chm tp trung v khc bit.Cng ty lun coi ngi tiu dng l
mc tiu, nng cao cht lng sn phm, i mi cng ngh, h gi thnh, a dng
ho cc mt hng, mu m c bit lun ch trng ti cc sn phm nng cao sc
kho con ngi. c bit phi k ti l nhng chin dch marketing ca cng ty,
Tn Hip Pht lun tm cch to s khc bit vi cc i th, a sn phm ti
ngi tiu dng bng phng php c o.Trong chin dch marketing ca mnhcng ty c bit ch trng truyn thng bng cc chin dch qung co rm r vi
nhng con s u t khng l hng trm t ng.Tiu biu nh chin dch qung
co cho Tr tho mc Dr Thanh.Cng ty t chc nhng chng thnh qung co
ln xy dng mt s hin din hnh nh thng hiu cng nh to s th
nghim cho khch hng hn nh vic xy dng thng hi ti khu du lch i
Nam Vn Hin (Bnh Dng).V vy, nm 2008, cng ty l 1 trong 5 cng tyqung co nhiu nht Vit nam.Khng nhng vy,cng ty cn rt tch cc u t
cho nhng chng trnh nh vn ho , ngh thut, th thao v c hot ng t thin
qung b tn tui.Show truyn hnh Chinh phc Everest khng ch gy
c ting vang m cn nhn c rt nhiu tnh cm ca ngi tiu dng v kt
hp c c thng ip ca sn phm
C th khng nh Tp on Tn Hip Pht to c mt v th vng
chc trn th trng Vit Nam v trong lng ngi tiu dng.Trong thi gian ti
chng ta tip tc ch i nhng bc t ph hn nat cng ty.
2.Tng quan v th trng bia Vit Nam
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Nhm 7Phn tch tht bi trong chin lc Marketing cho sn phm bia Laser ca tp on Tn Hip Pht
Trong nhng nm gn y, ngnh Bia Vit Nam c nh gi l c
nhiu bc pht trin vt bc vi vic ng th 2 khu vc ng Nam v sn
lng (2,5-3 t lt/ nm), c tc tng trng cao v n nh. c bit trong giai
on 2001-2007 tc tng trng ton ngnh t 13% vi s thng tr ca cc
i gia nh Sabeco (35% th phn), Habeco (7,83% th phn). D trong thi gian
qua, nc ta cng nh ton th gii phi i mt vi cuc khng hong kinh t
ton cu, lm pht suy thoi cng nh gi nguyn vt liu tng cao nhng Vit
Nam vn c nh gi l mt th trng giu tim nng vi con s tiu th vn
cn rt khim tn 18lt/ngi/nm trong khi M l 85lt/ngi/nm, Sc l
171lt/ngi/nm. Chnh bi vy m cuc chin ginh th phn ca cc nhsn xut ni a cng nh cc i th ngoi v ang din ra v cng
quyt lit.
Trong iu kin hin nay,c giai on ngnh phi i din vi tnh trng
chy hng, cu vt cung, mt bin php m hu ht cc nh sn xut la chn
l m rng sn xut ,tng sn lng ln chim th phn.Bng chng l hng lot
cc d n xy dng vi quy m ln, s vn u t khng l c tin hnh nhcng ty Sabeco vi tham vng tng 30% sn lng so vi cng k cho xy dng
nh my bia Si Gn-C Chi (s vn u t 2000 t ng v l nh my ln v
hin i nht ng Nam ), nh my bia Si Gn-Sng Lam.Khng thua km
Sabeco,Habeco cng tin hnh d n xy dng nh my bia H Ni-Ngh An v
cc nh my Quang Minh-Vnh Phc.Cng ty bia Vit Nam va qua cng
khnh thnh dy chuyn ng chai tc cao c s Nng gp phn tng nng
sut,sn lng ng k.Khng nhng cc nh my tng quy m m ngnh bia cng
tng quy m ca mnh bng vic hng lot cc cng ty ngoi o quyt nh u
t vo lnh vc ny.Nh cng ty Sa Vit Nam Vinamilk hp tc vi g khng
l trong ngnh bia v nc gii kht th gii-SABMiller xy dng nh my sn
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Nhm 7Phn tch tht bi trong chin lc Marketing cho sn phm bia Laser ca tp on Tn Hip Pht
xut bia Bnh Dng hay s tham gia ca ca ng ln trong ngnh ng tu
Vit Nam Vinashin .Khng nhng vy th trng trong nc cn tr nn si ng
hn vi s gp mt ca cc hng ngoi nh hng bia c Fosters xin php tng sn
lng ca nh my bia Nng ln 85 triu lt/nm hay nh sn xut t Philipin-
Miguel,s bnh chng hn na ca Carlberg, s ngp ngh ca Anheser
Bush,Pragold
ng trc thc trng ny mi doanh nghip u phi xy dng cho mnh
nhng chiu thc ph hp nhm ng vng v pht trin hn na c bit l
nhng cng ty ni.Ngi tiu dng c l l nhng ngi phn khi nht khi m
cc nh sn xut lin tc cp nht v ng dng nhng cng ngh rt hin i nhmtng nng sut,gim gi thnh.Mu m hnh thc cng ngy cng hp dn. Tiu
biu nh cng ty Tn Hip Pht nhp hn mt dy chuyn c coi l hin i
nht ng Nam sn xut bia ti Laser hay hng Habeco trc y b coi
cha u t ng mc cho cng tc xy dng hnh nh,ci tin mu m nay cng
u t ng k to cho sn phm ca mnh mt din mo mi hp dn hn.
Cng vi nhng thay i trong sn phm l nhn i mi trong chnh schphn phi m bo hng ho c phn phi ti ng i tng bng con ng
ngn nht,tin li nht.Cc nh sn xut bia khng ngn ngi lin kt vi cc c
s du lch, i l,ca hngc bit hn na l cch phn phi c quyn cho cc
nh hng.Bng nhng u i v ti chnh cc nh sn xut bia lin h vi cc
ni tiu th trc tip v c quyn v sn phm ca mnh ng thi hn ch th
trng tiu th ca i phng.Cc cng ty cng thit lp mi quan h vi cc nh
phn phi hn na bng nhng cuc hp mt gp,g thn mtNgoi ra chnh
sch thanh ton cng tr nn linh hot hn
Mt cng c c hiu na m cc hng s dng y l nhng chin dch
khuch trng,qung co rm r.Cc hnh thc qung co trn cc phng tin
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Nhm 7Phn tch tht bi trong chin lc Marketing cho sn phm bia Laser ca tp on Tn Hip Pht
thng tin i chng vi nhng thng ip n tng, nhng nhn vt ni ting c
mn m v cng ngh hin i. Cng vi l s vn u t khng l hng trm t
ng ca cc hng. c bit khng th thiu c l s than gia ti tr cho cc
hot ng x hi,vn ho vn ngh,th dc th thao. y l mt cch u t khng
ch khin c ngi tiu dng bit n thng hiuc ca h m cn gip h c
yu mn hn.Cng ty TNHH Tn Hip Pht khng ngn ngi t chc chng
trnh Chinh phc nh Everest ln u tin c mt ti Vit Nam.Chng trnh
khng ch gy c ting vang m cn nhn c rt nhiu cm tnh ca ngi
xem ng thi kt hp c mc tiu ca cng ty l bt chp mi th thch
vn ln tr thnh doanh nghip hng u vit Nam v ng Nam .Ngoi ra cnrt nhiu hot ng ti tr ca cc cng ty khc cho cc gii nh V-League, cc
gii Golf hay nhng chng trnh ca nhc
Ngoi ra cc ngy k nim cc, ngy l cng l dp cho cc nh sn xut bia
tn dng tiu th sn phm. Sp ti y H Ni k nim 1000 nm hu ht cc
cng ty u tng sn lng,ci tin mu m cho ph hp hay tin hnh qung co
rm r. Cng ty Anh o cho ra sn phm Thng Long Tu chomng i l hay cng ty Sabeco tng sn lng vi thng ip cng Sabeco phn
u t 1 t lt nm 2010 cho mng i l
R rng cuc chin ginh th phn trong nhnh bia ti Vit Nam mi ch
bt u v cn ha hn nhiu bc pht trin hn na.N m ra mt trang mi cho
nhnh bia Vit vi khng kh si ni hn.nhng ng thi n cng t ra rt nhiu
thch thc cho cc doanh nghip c th tip tc hot ng v hn th l ngy
cng pht trin hn na
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Nhm 7Phn tch tht bi trong chin lc Marketing cho sn phm bia Laser ca tp on Tn Hip Pht
CHNG III:PHN TCH NGUYN NHN THT BI CA
BIA LASER TRN TH TRNG BIA VIT NAM
-------o0o-------
1.Tht bi t vic nghin cu th trng1.1 Nghin cu khch hng
Trc ht, phi ni rng Laser c tung ra khng phi do ngu hng. Tp
on Tn Hip Pht cng nghin cu th trng rt k hiu consumer. Logo,
bao b, slogan, POSM, c mt h thng nh v thng hiu th hin rt tt nh v
ca mnh l dnh cho nhng ngi tr trung, nng ng, thnh t, mun chng t
mnh, p bng mi kh khn, v mt chin dch truyn thng tng lc (IMC) di
hi vi mt chui seri qung co do Sattchi thc hin th hin rt tuyt vi. iu
ny thm ch cn khin cho nhiu ngi lm tng y l sn phm ca 1 cng ty
nc ngoi.
Tuy nhin, s tht bi ca Laser cho thy chnh nhng sai lm cht ngi
ca Tn Hip Pht ngay t khu u tin l nghin cu khch hng. Vic
nghin cu khch hng c ngha c bit quan trng trong vic nghin cu thtrng v n gip doanh nghip xc nh v tm hiu r i tng khch hng mc
tiu m mnh hng ti. Doanh nghip cn phi xc nh c nhng thng tin c
bn sau:
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Nhm 7Phn tch tht bi trong chin lc Marketing cho sn phm bia Laser ca tp on Tn Hip Pht
- Nhm n i tng khch hng no (phn khc no ca th trng)?
Xc nh xem sn phm ca mnh c a phn i tng no tiu th, nam
hay n l ch yu? tui tc l bao nhiu?T xc nh khch hng mc tiu camnh thng tp trung vng no, t im bn u th thun li cho h. Ai l
ngi c ngha chin lc quan trng nht i vi doanh nghip? Khch hng l
tng ca bn l l doanh nghip hay c nhn? Bn hng vo i tng khch
hng giu c hay tng lp trung lu? Bn cn t ra nhiu cu hi v tm li p
cho nhng cu hi c nh hng kch thch khch hng quay tr li vi
doanh nghip.Sn phm phi ph hp vi th hiu ca i tng khch hng
no.Bia laser sai lm khi nh v khch hng l n, mc d ph n ngy nay
cng ung bia nhng s lng khng th nhiu bng nam gii v ph n cn ginh
nhiu thi gian cho gia nh. Tht bi xy n khi doanh nghip ca bn xc nh
th trng mc tiu khng hng th ti sn phm hay khng tnh n thi quen
sinh hot ca nhm khch hng ang hng ti. cng l bi hc ng nhp tm
cho cc doanh nghip trong vic xc nh khch hng mc tiu. Nhm chch
khch hng mc tiu s mang li nhng hu qu tai hi. Tuy nhin, i vi
nhng chuyn gia thc s, h s nghin cu th trng trc khi quyt nh mc
tiu cho sn phm. Nhng thng tin nh thi quen sinh hot hay mc sng ca
khch hng mc tiu s gip doanh nghip iu chnh c tnh hay gi c ca sn
phm/ dch v nhm ph hp hn vi th trng ang hng ti. Hy chc chn
bn ang u t thi gian v tin ca ng ni, ng ch .Sau khi xc nh r ai s
l nhng khch hng tt nht, bn c th i n c th ha nhng phn khc thtrng cho doanh nghip . Vic xc nh ng khch hng mc tiu l mt trong
nhng yu t quan trng quyt nh n s thnh bi ca doanh nghip.
- Xc nh kt cu thu nhp ca i tng khch hng mc tiu.
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Nhm 7Phn tch tht bi trong chin lc Marketing cho sn phm bia Laser ca tp on Tn Hip Pht
C mt thc t l ph n Vit nam i tng khch hng mc tiu m
Laser nhm n dng nh khng quan tm nhiu n vic tiu dng bia. iu ny
cng l d hiu bi do nh hng ca vn ha, ph n Vit Nam rt t khi ung bia
v h cng thng c xu hng khng thch nam gii ung bia ru nhiu. Vy th
mt cu hi c t ra l, vi thi quen tiu dng nh th, liu phi p s sn
sng chi tr bao nhiu phn trm thu nhp ca mnh cho vic mua bia ni chung
cng nh sn phm Laser ni ring.
1.2 Nghin cu sn phm
- nh v sn phm qu caoC mt quan im marketing rt ph bin l: nh v cao ng ngha vi
gi bn cao. Doanh nghip bt k kiu no gc gc ra sao, c sn xut hng cho
thit tt, bao b cho thit p v nh gi cho cao l thnh cao cp. Liu iu ny c
hp l? cu chuyn nh v cao cp ca bia Laser l 1 v d. Mt chin lc gia
ca thng hiu ny thm ch cn mnh ming tuyn b chng ti nh v cao cp
hn Heineken. nh v l mt k thut tip th then cht, cn phi hiu r n ng dng ch khng phi l ni cung cp cng c l lun marketer tung ra
nhng v tr cnh tranh vin vng tha ch tang bng. Ni mt cch ngn gn,
nh v l v tr cnh tranh m nh tip th mong mun ngi tiu dng nh ch
cho thng hiu ca mnh theo hng . Nhng chng may khi chng ta bt u
lm vic ny nh v - th trong u ngi tiu dng khng phi l trng trn m
ang b c nght hng ngn th hng ha thng hiu chim ng khp ni ri,
chng c ch trng mun nh ch no cng c. Ni nm na h c quan
im r rng v thng hiu ri. Ch khi cc bn nh v tha l lun ca h th h
ng , cn ngc li s lp tc b chi b. Do , doanh nghip cn ch trng
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Nhm 7Phn tch tht bi trong chin lc Marketing cho sn phm bia Laser ca tp on Tn Hip Pht
gi ngang bng hay thm ch di i th 1 cht xu (bng gi nhng c qu
khuyn mi) chc chn s mang li mt v tr cao cp, v mang li mt u th cnh
tranh cn c cho thng hiu chim vo th phn ca i th.
- nh gi qu cao:
C l nguyn nhn ca vic Laser nh gi qu cao l do hng nh v sn
phm qu cao.Tht vy bia Laser c bn vi gi t hn Heineken 500 ng,
vo thi im Laser c bn ra trn th trng vi gi 9500 ng trong khi
Heineken ch c gi 9000 ng. Din bin th trng th sau th ai cng bit v
ci tui khng my th ca mt sn phm, ly i khng t tm huyt, tin ca
ca nh sn xut. Mt sn phm vi cht lng khng phi tm thng, nu khng
mun ni l rt tuyt hoc bao b khng p (ai dm ni Laser xu). Vy m ch
khng qu 8 thng Laser khng chu ni phi rt lui khi th trng v trng n
phn cng ca i th, tuy nhin, khng phi l t Heineken m n cng ph li
n t Bia Tiger c chn lm ngi hng vi chin dch khuyn mi rng rn
c nh sn xut tung ra vo cng thi k Laser mi c gii thiu tiu dit
ngay t trng nc mt mi him ha c th di hi v sau. nh v cao cp khng
ch l gi cao. Gi cao theo kiu Laser l sn phm ca kiu chin lc duy
ch.
- Sai lm trong thit k bao b sn phm
Bao b l v bc bn ngoi ca hng ha nhm m bo cht lng hng ho
trong sut qu trnh sn xut, lu thng, v tiu dng. Mt sn phm mun thnh
cng trc ht phi c s khc bit c trng trong thit k bao b hay kiu dng.
Mt s khc t mnh ging vi i th trong cng phn khc th trng.
trng mc tiu.iu chng khc g vi vic t lao vo ch cht. Mt trong
nhng nguyn nhn lm bia Laser tht bi chnh l bao b v kiu dng sn
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Nhm 7Phn tch tht bi trong chin lc Marketing cho sn phm bia Laser ca tp on Tn Hip Pht
phm. Theo b Khut Th Thu Nga, Gim c chin lc Thng hiu ca
Richard Moore Associates: Vi bia Laser, c th ni kiu chai v nhn chai chnh
l cng c nhn din quan trng nht. Nu so vi nhiu loi bia khc, kiu chai ca
Laser khng h mang tnh bt chc. tng sn phm bia Laser l bia ti
ng chai u tin ti Vit Nam. Song n li c nh v hng ti phn
khc bia cao cp m Heineken vn ang thng lnh. Logo v kiu chai ca Laser
v i th c khc bit nht nh. ng tic, bia Laser qun trnh xa mu
xanh ve chai t lu c coi l du n ring ca Heineken. Sinh sau
mun, Laserli c gng vt mt Heineken hng ti phn khc cao cp.
Song r rng bt k s bt chc no cng s l ng ct v khng th gip thnghiu t n v th cao nht. C th ni y l mt trong nhng sai lm mang tnh
chin lc i vi bia Laser v cng l kinh ngim ca cc doanh nghip nc gii
kht Vit Nam.
- Sai lm trong thng ip sn phm, qung co
Vi thng ip sn phm Bia ti ng chai u tin ti Vit Nam , bia
laser gp phi nhng vn ln. Vn th nht n t ch bia ti, ngi
c thu nhp trung bnh tr xung mi hay ung bia ti, ngi hay i ung bia
ti cao cp th h khng c xu hng gi l bia ti, m gi l bia c, bia
Tip, bia en...Vn th hai l ch ng chai, ch ny l t thu hp kh nng
pht trin sn phm, ng chai tc l sau ny khng th b lon bn trong siu
th c, cng khng th m nh my hay cc qun ri rt t vi nh Amber, Big
Man hay Pacific c. ng chai c ngha l ng lun ca thot him choLaser.
thi im m Laser ra i Khi m bia ti trong cc qun thng bn vi
gi 2000-5000 ng/ly (tnh tng ng th tch), th Laser (t nhn mnh l bia
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Nhm 7Phn tch tht bi trong chin lc Marketing cho sn phm bia Laser ca tp on Tn Hip Pht
ti ch khng phi l bia ti cao cp) khng lm c iu cn thit
ngi ung bia chu hiu l mnh ngon hn cc loi bia trn th trng.
- Sai lm trong vic khng thc s e da ca cc i th cnh
tranh
Dng nh vi sn phm bia ti ng chai Laser, tp on Tn Hip Pht
ch ch trng ti vic marketing cho sn phm m b qun vic nhn nhn cc i
th cnh tranh m c th chnh l hai i gia trn th trng ny : Heineken v
Tiger. Tp on Tn Hip Pht dng nh tm ra c mt th trng mi y
tim nng l th trng bia ti ng chai, v quyt nh tung ra Laser cng
c chun b u t kh k cng. Nhng khng may thay, c Tiger ln Heineken
u vo cuc kh mnh m nhm nh p Laser. Tn Hip Pht tung ra sn phm
bia ti ng chai u tin trn th trng bia Vit Nam, nhng ch bng mt thng
ip Bia ti phi c rt t my ng trn tp ch Si Gn Tip Th, c v
nh i gia ny phn no t c mc ch mun nhanh chng loi b tn binh
mi ny. R rng, Laser vn cha mnh c th i u thc s vi Heineken
hay Tiger.
2.Tht bi trong vic kt knh phn phi
Th trng bia ti Vit Nam l mt cuc cnh tranh khc lit. Qu tht
khng t i gia trong lnh vc ny sau khi t chn n Vit Nam phi ngm
ngi ra i. Nhng ngc li, cng c ngi chin thng. S thnh bi ca ccdoanh nghip Bia ph thuc ch yu vo ba yu t: sn phm, knh phn phi v
chin lc qung b. V trng hp ca bia laser.khi bt u tung ra th trng.
Tn Hip Pht c cc bc u t ln v cht lng sn phm (u t khong 3
t ng nhp dy chuyn & cng ngh sn xut), lin tc marketing bng cc
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Nhm 7Phn tch tht bi trong chin lc Marketing cho sn phm bia Laser ca tp on Tn Hip Pht
mu qung co n tng trn truyn hnh v t yu t l sn phm l (bia ti
ng chai u tin ti VN).S xut hin theo phong cch hin i ca bia Laser
cng l mt li "tuyn chin" i vi cc loi thng hiu bia c mt trn th
trng Vit Nam.Th nhng ch sau hn 1 tun xut hin, Laser khng tm
c ch ng, khng th tip cn c khch hng. C th, hu ht cc ca hng,
qun bia, i l... ti cc tnh thnh ln nh TP.HCM, Bc Liu, Vng Tu... u
khng "dm" nhn bn bia Laser. Thm ch khng dm trng mu qung co c
hnh nh bia Laser v cc n anh i trc nh Tiger, Heineken, Bivina k
hp ng c quyn vi h, yu cu khng c bn, trng by bt k thng hiu
bia no khc, i li, h c nhn mt khon tin ti tr hng trm triu ng. dn mt, cng ty s hu nhn bia Tiger kin qun Cy Da ra to v ti bn
bia Laser. Laser phi ni li chia tay rt sm ch sau mt nm gia nhp vo th
trng. L do: khng thm nhp c cc h thng phn phi (ch yu l knh
truyn thng). S vn u t gn 200 triu USD ca Tn Hip Pht cho c dy
chuyn sn xut bia ti ng chai ny khng th hot ng ng k hoch.
Thc s trong ngnh bia vit nam c s trah ginh rt khc lit trong h thngknh phn phi m ch yu l knh phn phi truyn thng. Mc d l sn phm
tt v l n u, chin lc qung b c rm r i chng na nhng nu khng
ch ng c knh phn phi th doanh nghip s nhanh chng i n tht bi m
bia Laser l v d tiu biu rt ra cho cc doanh nghip.Khi mi cnh ca n
vi ngi tiu dng u b VBL trn gi. V sn phm c tt n u m khng
th n tay ngi tiu dng th coi nh chm ht.. T bi hc kinh nghim ca
Laser, nhiu nh sn xut rt cn trng khi tung sn phm ra th trng:
Knh l mt yu t quan trng trong marketing mix m ngi marketer
phi c k nng qun tr l Place (ni chn bn sn phm), ta gi l knh.. c
bit i vi cc sn phm thuc ngnh hng tiu dng nhanh, knh li cng quan
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Nhm 7Phn tch tht bi trong chin lc Marketing cho sn phm bia Laser ca tp on Tn Hip Pht
trng. Ngi ta ch nhn thy Tiger, Heineken,Coca Cola, Pepsi, Unilever v P&G
qua mt ni ca ton b hot ng ca h, tc l thng hiu v truyn thng.
Trong khi qun tr knh i vi cc cng ty ny cng l mt kho tng ngh
thut, rt cng phu, rt hiu qu v rt ng hc hi. Knh gip chuyn sn phm
t cc nh sn xut n ngi tiu dng. N lm tng hiu qu ca qu trnh cung
cp. Knh cung cp cho khch hng nhiu la chn trong cng loi sn phm, hoc
cung cp i km nhng sn phm ph thuc. Vy nn:
Bi hc rt ra l khng c h thng phn phi v t chc bn hng tt th khng
th bin cc c hi do marketing em li thnh bn thng, do doanh nghip cn
xy dng h thng phn phi i trc mt bc trc khi tin hnh chin dch
marketing hp nht..Mun tip th thnh cng, qung co phi i i vi xy dng
h thng knh phn phi. V nu qung co rm r m khng c hng bn th
ch l hnh ng nm tin qua ca s. Tn Hip Pht vp phi sai lm ny.
Trc khi tung ra bia ti Laser, cng ty ny pht i 4 mu qung co vi
thng ip th mi tin. Nhng oi om thay, khi ngi tiu dng mun th th
li khng bit th u v tt c cc ca hng lc u phn phi c quyn cho
bia Tiger.Sai lm ca Laser l bi hc t gi m cc chuyn gia marketing lun
nhp tm. l vic xy dng chin lc marketing bi bn phi ch trng
pht trin knh phn phi
ng Trn Qu Thanh, Ch tch HQT - Tng gim c Tn Hip Pht khng ngi
ngn th l, ng c bi hc tht bi i vi bia Laser khi khng nm c knh
phn phi vo thi im tung hng ra th trng. T kinh nghim , chun b cho
tr xanh Khng ra mt, ngoi nghin cu sn phm, u t cho thng hiu,
ng xy dng h thng phn phi ph rng, sn sng sn phm tip cn
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Nhm 7Phn tch tht bi trong chin lc Marketing cho sn phm bia Laser ca tp on Tn Hip Pht
ngi tiu dng khp mi ni. Vo bt c tim tp ha no, gh bt c qun nc
no, ngi tiu dng cng c th mua c mt chai tr xanh Khng .
Qu vy, trc khi VN bc vo sn chi ln th DN phi vng mnhtrn sn nh v knh phn phi chnh l mt trong nhng yu t lm nn s thnh
bi . Cu chuyn bn l gi y khng ch dnh cho nh mi gii, cho nhng
DN c con na m chnh cc i gia phi t gi ly khch hng. Kinh
nghim: Doanh nghip cn xy dng h thng phn phi i trc mt bc
trc khi tung cc chin dch marketing ng b. Nhng bin php sau gip
doanh nghip ch ng knh phn phi:
Cn c vo nng lc ca cng ty.
Nu doanh nghip c nng lc qun l, kh nng ti chnh, danh ting v uy
tn th doanh nghip c th m nhiu knh, nhiu i l. Tng cng bn l l
cn thit : n nhng lc du si la bng DN mi thm tha cnh ph
thuc, nhiu DN khng chu ngi yn, dng nh n lc DN ch ng
nm gi knh phn phi ca ring mnh. Doanh nghip cn xy dng cc im
trng by v bn l cc sn phm mi v cao cp nht ca ring mnh. DN sn
xut thc phm, nc gii kht, hng tiu dng hin nay rt coi trng vai tr
ca ch, tim tp ha. a hng vo siu th chng t cht lng sn phm
ng tin cy, nhng vi ngi tiu dng, bn cnh vic chn hng ph hp nhu
cu, h cn xem ni no thun tin nht cho vic mua hng. Hai knh phn phi
truyn thng - ch, tim tp ha - vn nm trong la chn ca ngi tiu dng
v hng ha trng by trong tm mt, tm tay v DN ang tn dng li th
ny.
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Nhm 7Phn tch tht bi trong chin lc Marketing cho sn phm bia Laser ca tp on Tn Hip Pht
Cn c vo i th cnh tranh: Vic thit k knh cng chu nh hng bi
cc ng dy ca hng cnh tranh .Trn c s nhng phn tch cc i th
cnh tranh, marketer thit k knh marketing ti u nht cho mnh, so snh
nhng mt u v khuyt ca nhng knh hin hu. V y l c s chn
mt m hnh knh c tin l hoc sng to mt knh mi.
Cn c vo c im cc sn phm: V d: i vi cc sn phm ca tn
hip pht l nhng sn phm d bo qun v cn bn rng ri cho mi
ngi....th phi s dng nhiu knh v nhiu trung gian......
3.Mt s nguyn nhn khc
- mc d ngay t u khi tung ra sn phm, Tn Hip Pht nh v Laser
nh mt sn phm bia ti ng chai cao cp, tuy nhin s thiu ch ng v knh
phn phi khin cho Laser khng th chen chn vo nhng nh hng hay qun n
ni m Heineken v Tiger k kt hp ng. iu khin cho Laser buc phi
tm ti nhng qun n bnh dn, iu ny hon ton bt hp l khi m mt sn
phm cao cp li c phn phi ti nhng ni nh vy.
- Laser c mt qung co thu ht c s ch ca ngi xem truyn
hnh, iu tt, hin nhin ri. Nhng sau th ngi ung bia khng th gi
c bia Laser khi ngi trong qun. Qung co ch tn ti c ni tm tr ngi
tiu dng mc tiu trong mt khong thi gian no , sau s bin mt rt
nhanh. n gn thi im tung, Laser vn loay hoay tm nhn vin v qun l.
Vic huy ng lun c nhn vin Number One va Bn Thnh tr gip tuy hay
nhng nhn k li l s b tc v knh bn ca h hon ton khc vi knh bnLaser nhm ti .Mi mt knh sbn l mt c im. Knh bn ca Laser mun
nhm n u b hng c bi Tiger & Heineken (rng buc bi hp ng khng
h phm lut v lut khng cm). Vy mun nh bt ch th Laser phi i mt
vi 3 th: mt l tin ti tr phi cao hn, hai l, phi thuyt phc im bn l
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Nhm 7Phn tch tht bi trong chin lc Marketing cho sn phm bia Laser ca tp on Tn Hip Pht
Laser s bn c v ba l, ch im bn s ph v hp ng vi VBL. V tin ti
tr c th gii quyt, song r rng Laser kh gii quyt c (hy t a v ca
ch im bn, liu chng ta c dm t cc t b mt con c to, nhn mt con
c nh v c ha hn mt ngy no n s ln khng). Do , chuyn tha
hip bn chung xy ra. V nh th l ch im bn vi phm hp ng. y
thc s l sai lm mang tnh chin lc ca laser.
- d slogan ca Laser l th mi tin tuy nhin vi s cnh tranh v chiu
bi k kt hp ng c quyn v vic bn v trng by sn phm ca Heineken
v Tiger vi h thng cc i l nh hng th ngi tiu dng qu tht kh c th
tm c Laser ung th.
- sau khi chi qu nhiu cho vic mua dy chuyn sn xut cng nh qung b
sn phm, Tn Hip Pht dng nh khng cn tim lc v kinh t c th
hon thin h thng phn phi ring cho Laser. Chnh iu ny y Laser vo
cc qun n bnh dn.
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Nhm 7Phn tch tht bi trong chin lc Marketing cho sn phm bia Laser ca tp on Tn Hip Pht
KT LUN---o0o---
Tht bi ca Laser trn th trng bia Vit Nam cho thy ngha c bit
quan trng trong vic xy dng chin lc marketing cho sn phm nht l i vi
cc sn phm mi hon ton. Vic lm th no mt sn phm mi c th tn ti
trn th trng khng h n gin, y qu thc lun l mt trong nhng vn
khin cho cc nh marketing phi au u. Tht bi ca bia Laser c th ni l tht
bi au n nht ca Tn Hip Pht trn th trng bia Vit Nam, t tht bi ny ta
c th thy c nhng sai lm nghim trng trong qui trnh marketing cho sn
phm khng ch vic nghin cu th trng m ngay c trong khu phn phi.y cng c th coi l mt bi hc kinh nghim xng mu cho cc doanh nghip
khc cng ngnh.
DANH MC TI LIU THAM KHO
1. Gio trnh Marketing l thuyt tp th tc gi Trng H Ngoi Thng
NXB Gio dc xut bn nm 20002. B quyt c mt thng hiu mnh Nhng thng hiu mnh trong
nc ( tp 1 ) - NXB Tri thc
3. http://vi.wikipedia.org/wiki/marketing_mix
4. http://tuoitre.vn/Kinh-te/27815
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Nhm 7Phn tch tht bi trong chin lc Marketing cho sn phm bia Laser ca tp on Tn Hip Pht
5. http://my.opera.com/tranvulinh/giai-cuu-bia-laser
6. http://vietbao.vn/kinh-te/vi-sao-bia-laser-bi-tu-choi/40027815/87/
7. http://www.vietnamnet.vn/kinhte/2004/04/59118
8. http://phongmarketing.com/web/laser-chet-vi-di-truoc-mot-buoc
29
http://my.opera.com/tranvulinh/giai-cuu-bia-laserhttp://vietbao.vn/kinh-te/vi-sao-bia-laser-bi-tu-choi/40027815/87/http://www.vietnamnet.vn/kinhte/2004/04/59118http://phongmarketing.com/web/laser-chet-vi-di-truoc-mot-buochttp://my.opera.com/tranvulinh/giai-cuu-bia-laserhttp://vietbao.vn/kinh-te/vi-sao-bia-laser-bi-tu-choi/40027815/87/http://www.vietnamnet.vn/kinhte/2004/04/59118http://phongmarketing.com/web/laser-chet-vi-di-truoc-mot-buoc