xây dựng marketing cho công ty bánh kẹo biên hòa

7/29/2019 xy dng marketing cho cng ty bnh ko bin ha

1/48

VIETHANIT N MN HC

LI M U

Trn th gii chng minh rng c ph tht s tr thnh mt ngnh cng nghipvi tng gi tr giao dch ton cu l 80 t USD, ch ng sau du la v gi tr hngho, vt vng bc, qu, du m tr thnh hng ho c u c nhiu nht.

Ngnh ny m rng v cha ng cc yu t ti chnh, thng mi, u t, du lch,

vn ho, kinh t tri thc, du lch sinh thi, du lch c ph...Trong thi i kinh t th trng hin nay, cc doanh nghip ngy cng nhiu, s

cnh tranh ngy cng khc lit. tn ti v pht trin trong hon cnh , gi vngc th phn, cc doanh nghip phi tng cng Marketing, qung b cho sn phmca mnh, mt trong nhng chin lc quan trng nht trong Marketing l chnh schnhn hiu sn phm.

i vi khch hng, mt nhn hiu th hin c cc tnh cht, cht lng, li chv dch v m h c hng khi s dng nhn hiu . V th i vi cc doanhnghip kinh doanh trong lnh vc ung nh cng ty c phn Vinacafe Bin Ha,

nhn hiu li cng tr nn quan trng. c bit trong xu hng tiu dng cc nhnhiu hng ngoi, cht lng cao ca ngi dn, i hi Vinacafe phi khng nh cnhn hiu ca mnh trn th trng trong, ngoi nc.

V vy, nhm chn ti Xy dng chin lc marketing cho sn phm Lovecaf ca cng ty c phn Vinacafe Bin Ha

ti gm ba phn:

Chng I: C s l lun v chin lc marketing.

Chng II: Thc trng chin lc marketing ti cng ty c phn Vinacafe BinHa.

Chng III: Xy dng chin lc marketing cho sn phm Love cafe cacng ty c phn Vinacafe Bin Ha.

Nhng ni dung trnh by sau y l kt qu ca qu trnh tm kim v thu thpthng tin t nhiu ngun. Do qu trnh tm hiu v kin thc cn hn ch nn tikh trnh khi nhng thiu st, rt mong nhn c s thng cm v ng gp kinca c.

Nhm xin chn thnh cm n c gio b mn chin lc Marketing Ths. HunhB Thy Diu nhit tnh hng dn nhm thc hin n ny.

Xin chn thnh cm n!

Nhm TH: 5 ngn tay_QC03D Trang i


2/48

VIETHANIT N MN HC

MC LC

.......................................................................................................................................ii

1.1. Khi nim, bn cht, vai tr ca chin lc marketing..........................................................1

1.1.1 Khi nim v chin lc Marketing.............................................................11.1.2. Bn cht v chin lc Marketing..............................................................1

1.1.2.1. Cn c vo khch hng..................................................................................................................11.1.2.2. Cn c v kh nng ca doanh nghip...........................................................................................21.1.2.3. Cn c vo i th cnh tranh.......................................................................................................2

1.1.3. Vai tr ca chin lc marketing...............................................................2

1.2. Tin trnh hoch nh chin lc Marketing..........................................................................3

2.1. Tng quan v cng ty c phn vinacafe Bin Ha...................................................................6

3.4. ng dng chin lc kinh doanh cho nm 2011 ...................................................................26

DANH MC HNH NH

.......................................................................................................................................ii

Nhm TH: 5 ngn tay_QC03D Trang ii


3/48

VIETHANIT N MN HC

DANH MC BNG BIU

.......................................................................................................................................ii

Nhm TH: 5 ngn tay_QC03D Trang iii


4/48

VIETHANIT N MN HC

Nhm TH: 5 ngn tay_QC03D Trang iv


5/48

VIETHANIT N MN HC

PHN I: C S L LUN V CHIN LC MARKETING

1.1. Khi nim, bn cht, vai tr ca chin lc marketing

1.1.1 Khi nim v chin lc Marketing

Alfred Chandler: Chin lc bao hm vic xc nh cc mc tin c bn, di hn

ng thi la chn cch thc hnh ng thc hin mc tiu la chn.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 thchin.

Chin lc l mt chng trnh hnh ng tng qut nhm hng ti nhng mctiu marketing c bn trong tng lai ca mt t chc nht nh.

Chin lc marketing l cch m doanh nghip thc hin t c mc tiumarketing v thng lin quan n 4P.

1.1.2. Bn cht v chin lc Marketing

Peter Drucker, nh qun tr bc thy tng ni rng, ni dung thc s camarketing khng phi l bn hng. Mc tiu ch thc ca marketing l phi bit vhiu c khch hng, tt n mc cc sn phm v dch v cung ng s ph hphon ton vi khch hng v t n s c bn.

Do chu tc ng ca nhiu yu t, nn khi xy dng chin lc marketing phixut pht t nhiu cn c khc nhau. C ba cn c ch yu m ngi ta gi l tam gicchin lc l: cn c vo khch hng; cn c vo kh nng ca doanh nghip; cnc vo i th cnh tranh.

1.1.2.1. Cn c vo khch hng

Trong nn kinh t th trng, c bit l trong iu kin x hi cng pht trin thnhu cu tiu dng hng ha v dch v gia cc nhm dn c cng ngy cng b phnha, bi th cng khng cn th trng ng nht. tn ti v pht trin, mi doanhnghip c th v cn phi chim c cc phn on khc nhau ca th trng. Khngchim c khch hng, th doanh nghip khng c i tng phc v, do cngkhng th c hot ng kinh doanh ca doanh nghip. Do vy ngi ta ni, khchhng l c s ca mi chin lc, l si ch xuyn sut qu trnh xy dng, trinkhai v thc hin chin lc marketing ca bt c doanh nghip no.

chin lc marketing thc s da vo khch hng, khi xy dng chin lcdoanh nghip phi phn on th trng. Trn c s xc nh t trng khch hngm doanh nghip phi c bn phn chim c. Cc nh hoch nh chin lcthng s dng hai cch phn on th trng:

Cch thc nht, phn on theo mc ch s dng. C s ca cch phn on nyl cn c vo mc ch ca khch hng trong vic s dng sn phm v dich v.Thng qua vic phn on th trng theo mc tiu, doanh nghip c th chn chomnh nhm khch hng chin lc.

Cch th hai,phn on theo kh nng p ng khch hng. Cch phn on nyphn theo kh nng gii hn ca doanh nghip v ngun lc so vi yu cu ln ca th

trng. S phn on th trng theo hng ny s gip doanh nghip chn theo phnth trng ph hp vi kh nng v ngun ca mnh.

Nhm TH: 5 ngn tay_QC03D Trang 1


6/48

VIETHANIT N MN HC

1.1.2.2. Cn c v kh nng ca doanh nghip

T nhng nm 80 tr li y, s pht trin ca cc doanh nghip nhanh hn tc tng nhu cu gy ra bao cuc Chin tranh lnh i khi v cung khc lit gia ccdoanh nghip cng nh gia cc quc gia trn th gii. Trc tnh hnh , i hidoanh nghip phi quan tm n vic khai thc th mnh ca mnh trong hoch nh

chin lc marketing. Kh nng khai thc th mnh ca doanh nghip l mt thc t,v bt c mt doanh nghip no nu so vi cc doanh nghip khc u c nhng immnh hn v yu hn. Khi hoch nh chin lc marketing, doanh nghip c th vcn phi khai thc trit im mnh v nhn thng vo hn ch ang rng buc.

1.1.2.3. Cn c vo i th cnh tranh

C s xy dng chin lc marketing theo cn c ny l so snh cc kh nngca doanh nghip vi i th cnh tranh tm ra li th.

Li th so snh ca cc doanh nghip so vi cc doanh nghip khc c th hin u th v hnh v u th hu hnh. vic so snh tm ra cc li th, doanh nghip

cn tin hnh theo phng php p v cc vn ra thnh tng mnh nh. Tnhng mnh nh vn , s tm ra nhng im vt tri thng qua s phn tch, ichiu t m.

Cc chin lc marketing cn nu r cc phn on th trng m doanh nghip sch . Nhng phn on th trng ny khc nhau v th hiu, s p ng i vi nlc marketing v tnh doanh li. Doanh nghip phi bit dnh n lc v nng lc chocc phn on th trng m mnh c th phc v tt nht xt t quan im cnh tranh.

Nhng ngi qun tr cn phc ha ra cc chin lc chuyn bit cho nhng yu tthuc marketing-mix (marketing phi hp) nh cc sn phm mi, nh gi, phn

phi, qung co, bn hng trc tip v cu dn qua cch bn H cn gii thch vicmi chin lc phi p ng ra sao vi mi e da, nhng c hi v cc vn chyu c nu qua cc giai on trc y ca k hoch.

Nhng ngi qun tr cng cn nu r ngn sch marketing s cn n thc thinhiu chin lc khc nhau. Ngn sch cng cao sinh ra nhiu doanh s hn, nhngvn t ra l nh qun tr phi bit tm kim ngn sch marketing sn sinh ra bctranh li nhun tt nht.

1.1.3. Vai tr ca chin lc marketing

Gia ngi sn xut v ngi tiu dng c mt khong cch ln l th trng.

gim bt khong cch cc doanh nghip cn phi tip cn th trng. Doanhnghip cn nm vng 5 yu t:

- Doanh s c th gim dn v cnh tranh, v phn phi km hiu qu

- Mt khi t n nh cao trong khu vc, trong ngnh hot ng th mc tng trng ca doanh nghip s chm li, lc ny cn n s a dng ha sn phmv m rng th trng.

- Th trng tin trin nhanh, i hi doanh nghip phi dnh nhiu sc lc trongnghin cu th trng, tc l tm hiu nhanh nhng bin i trong qu trnh quyt nhmua hng v nht l quyt nh ca doanh nghip lin quan n cc hot ng mi chohiu qu hn.



7/48

VIETHANIT N MN HC

- Di p lc ca cnh tranh u t ca cc doanh nghip khc nhiu hn lm choc cu marketing phi hon chnh hn.

=> Do nh hng ca lm pht, chi ph cho qung co, khuyn mi, dch v saukhi bn hng ngy cng tng ln Trong trng hp ny marketing c a vo kim tra v iu chnh vic s dng cc chi ph hp l v hiu qu hn.

Chin lc marketing vch ra nhng nt ln trong hot ng marketing ca mtdoanh nghip, t vic la chn chin lc pht trin, chin lc cnh tranh cho nvic xy dng cc chng trnh hot ng c th thch hp, nh mt n v kinhdoanh hy vng t c cc mc tiu marketing ca mnh.

Chin lc marketing l mt chin lc chc nng, n c xem l mt nn tngc tnh nh hng cho vic xy dng cc chin lc chc nng khc trong doanhnghip nh chin lc sn xut, chin lc ti chnh

1.2. Tin trnh hoch nh chin lc Marketing

Hoch nh chin lc Marketing ca mt doanh nghip l mt b phn ca hochnh chin lc doanh nghip, c thc hin theo mt tin trnh thng nht bao gmcc giai on ch yu sau:

Bc 1: Xc nh s mnh, tm nhn v mc tiu

Bc 2: Phn tnh tnh hnh hin ti ca t chc

Bc 3: Phn tch bi cnh hot ng

Bc 4: nh dng cc chin lc kinh doanh

Bc 5: Hoch nh chin lc marketing

Bc 1: Xc nh s mnh, tm nhn v mc tiuS mnh: Bng cam kt nhng gi tr m doanh nghip c th cung ng cho khch

hng, i th cnh tranh, nh cung ng.trong tng lai.

Tm nhn (vin cnh): C bc tranh ln miu t v nhng gic m chng ta hngp , nhng nim hy vng v trch nhim.

Mc tiu: l nhng iu m t chc cam kt t c.

- Mc tiu nh lng

- Mc tiu nh tnh

Bc 2: Phn tnh tnh hnh hin ti ca t chc

- Cc im mnh (S)

- Cc im yu (W)

- 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.

+ Kh nng to ra nhng sn phm m cc TCT khng th sao chp c.



8/48

VIETHANIT N MN HC

Bc 3: Phn tch bi cnh hot ng

- C hi (O)

- e da (T)

Quyn thng lng, tr gi ca nh cung cp.

S e da ca hng ha/dch v thay th.S e da ca i th cnh tranh.

Quyn thng lng, tr gi ca khch hng.

=> S cnh tranh gia cc doanh nghip trong ngnh

Bc 4: nh dng cc chin lc kinh doanh

Xut pht t nhim v v mc tiu ca doanh nghip, cc nh qun tr cn quytnh xem nn kinh doanh trong ngnh no sn phm g-tc l doanh mc kinh doanh

ph hp nht vi nhng im mnh v im yu ca doanh nghip trc cc c hi v

e da t mi trng kinh doanh. Doanh nghip cn phi tin hnh:+ Phn tch tnh hnh kinh doanh hin ti.

Mc ch: nhm xc nh xem cc ngnh v cc sn phm no hin ang tngtrng mnh v c kh nng sinh li cao tp trung ngun lc pht trin chng, ngthi pht hin ra nhng ngnh v sn phm ang suy gim v mc sinh li thp cn rtdn ra hay loi b chng ra khi danh mc kinh doanh.

+ Trin khai cc chin lc pht trin: nhm a thm nhng sn phm mi hocngnh kinh doanh mi vo doanh mc kinh doanh ca doanh nghip.

Chin lc tng trng tp trungChin lc thm nhp th trng: gia tng th phn cho cc sn phm hoc dch v

hin c bng marketing, truyn thng, qung co

Chin lc pht trin th trng: thm nhp vo cc th trng mi vi cc snphm, dch v ca doanh nghip mnh.

Chin lc pht trin sn phm: pht trin, ci tin cc sn phm v dch v hinti 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 tiuth 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 ngngun nguyn liu)

- Hi nhp ngang: lin kt v thu ht cc i th cnh tranh nhm phn chia thphn v kim sot th trng.Gm c: Hi nhp theo cng ngh hoc hi nhp theoth trng

Chin lc a dng ha

-a dng ha ng tm: t sn phm ban u doanh nghip pht trin thm dysn phm xung quanh.



9/48

VIETHANIT N MN HC

- a dng ha hng ngang: Doanh nghip s a ra sn phm mi ca lnh vchat ng mi. Nhng SP mi ny c th l c trn th trng nhng trc ydoanh nghip cha lm.

- a dng ha kt hp: i mi v m rng hng lot nhng sn phm, dch vmi hon ton khc bit vi sn phm, dch v hin c.

Chin lc SBU- Chin lc dn o chi ph.

- Chin lc to s khc bit ha.

- Chin lc tp trung.

Bc 5: Hoch nh chin lc marketing

Hin trng marketing

- Th trng: quy m, mc tng trng, cc phn on th trng, nhu cu

- Sn phm: cht lng, mu m- Gi bn: cao hay thp, ph hp cha?

- Phn phi: h thng knh?

- Truyn thng- c ng: hp l, hiu qu?

Mc tiu chin lc marketing

- Mc tiu ti chnh: t sut sinh li

- Mc tiu marketing: th trng, th phn, tc tng trng.

- Sn phm.- Gi.

- Phn phi.

- Truyn thng- c ng.

- Marketing- mix.

Chi ph marketing: cn thit thc thi chin lc marketing.

Chng trnh hnh ng:nh r nhng quyt nh quyt nh, nhng cng vicch yu, thi gian, ngun lc cn thit trin khai chin lc marketing, cng nhquy nh trch nhim v quyn hn ca cc cp v cc b phn thc thi chin lc

Ngn sch:d bo kt ti chnh (gm hai phn thu, chi v li nhun d kin), lc s xy dng cc k hoch v tin mua sm, tin sn xut, tuyn dng nhncng v tin hnh cc chng trnh marketing

Kim tra:Tnh hnh s dng cc ngun lc cho cc hot ng marketing, tnh hnhv tin thc hin cc ch tiu ch yu pht hin ra nhng mt yu km trong qutrnh thc thi chin lc v a ra cc gii php khc phc.



10/48

VIETHANIT N MN HC

PHN II: THC TRNG CHIN LC MARKETING TI CNG TY CPHN VINACAFE BIN HA

2.1. Tng quan v cng ty c phn vinacafe Bin Ha

2.1.1. Lch s nh my- Tn tui Vinacaf

Hnh 2.1. Logo cng ty c phn Vinacafe Bin Ha

Ngi Php c cng a cy c ph n v chnh h xy dng nh my c

ph u tin ti Vit Nam. chnh l nh my c ph C ph Bin Ha ngy nay vici tn khai sinh vo nm 1969 l nh my Coronel.

Sau bin c lch s trng i nm 1975, t nc Vit Nam han ton thng nht,ngi Php rt v nc, li mt nh my vi cng sut thit k 80 tn c ph hotan/ nm, va mi khnh thnh, cha a vo chy th. Chnh nhng con ngi Vit

Nam nghin cu chy th v sn xut thnh cng. M c ph ha tan u tin ra lvo thng 4 nm 1977 chng minh dn tc Vit Nam khng nhng anh hng trongchin u m cn gii trong lao ng, sn xut.

Trong hn 30 nm qua, Nh my C ph Bin Ha ln mnh vt bc. Ngay

trong khun vin c, vo nm 2000 mc ln mt nh my mi c cng sut ln gp10 ln nh my do ngi Php xy dng trc y. V quan trng hn ht, mt tntui Vinacafe ni ting trong v ngoi nc. Bn lnh Vit mt ln na c khngnh trn mt trn chin mi, khng ting sng - mt thng trng cnh tranh khclit.

Ngy nay, khi ni v c ph Vit Nam, Vinacafe l ci tn u tin c nhc n.V khi ni n Vinacafe l ni v cht lng vt tri, ni v hng v thm ngonthun khit ca c ph Vit Nam.

2.1.2. Hng v ca Thin nhin Phng chm kinh doanh

C ph cc vng t c iu kin kh hu v th nhng khc nhau cho hng vc trng, rt khc nhau. Nh b quyt khai thc hng v thun cht v tinh khit csn trong ht c ph Vit Nam, Vinacaf thc s khc bit vi bt k loi c ph nokhc. Khi thng thc Vinacaf , Bn hon ton c th cm nhn v thin nhin Vit

Nam. Vinacaf - Hng v ca thin nhin

Ch em n ngi tiu dng nhng g tinh tu nht ca thin nhin l phngchm kinh doanh ca Vinacaf. Chnh phng chm ny lm cho Vinacaf ngycng c yu mn. cng chnh l nn tng pht trin ca Vinacaf.



11/48

VIETHANIT N MN HC

2.2. Hiu qu hot ng kinh doanh trong thi gian qua ca cng ty c phnvinacafe Bin Ha

2.2.1. Chin lc kinh doanh ca cng ty trong thi gian qua

Chin lc tng trng tp trung

- Pht trin sn phm: Vinacafe Bin Ha u t nghin cu sn phm mi mangtnh sng to nng cao, a dng ha sn phm, v to ra sc cnh tranh lin tcnhm nng cao cht lng sn phm ngang tm khu vc v quc t.

- Cng ty mnh dn ci tin k thut, ng dng thnh tu khoa hc tin tin, cito v m rng nng cng sut thnh cng nh my ch bin c ph ha tan t 80 tnln 250 tn/nm, sn phm t cht lng tt.

Sau mt thi gian a nh my c ph ha tan vo sn xut kinh doanh, cc snphm c ngi tiu dng a chung, pht trin sn phm v nng cao sccnh tranh vi cc sn phm nhp ngoi, cng ty nghin cu a vo vn hnh dychuyn sn xut c ph sa 3 trong 1. Sn phm c ph 3 trong 1 l sn phm u tinc nghin cu, sn xut ti Vit Nam, nhanh chng c th trng chp nhn,c mc tiu th cao.

- Cng ty C ph Bin Ha tip tc u t dy chuyn cng ngh hin i ca chuu, sn xut c ph ha tan 800 tn/nm, tr gi 120 t ng, nng cng sut ch

bin c ph ca cng ty ln 1.000 tn c ph/nm. u t dy chuyn mi v sn phmc ph 3 trong 1 to bc t ph trong vic nng cao hiu qu sn xut kinh doanhv sc cnh tranh trn th trng quc t.

2.2.2. Kt qu hot ng kinh doanh ca cng ty c phn vinacafe Bin Ha

Bng 2.1. Kt qu hot ng kinh doanh ca cng ty c phn vinacafeBin Ha

Nm 2009, c ph sa 3 trong 1 ng gp 75% trong tng doanh thu v tngtrng 20% so vi nm 2008. Cc sn phm thuc nhm ng cc dinh dng caVinacaf B.H sau khi c tung ra c th trng chp nhn v th phn lin tctng ln. Nm 2009 sn phm ng cc dinh dng ca Vinacafe B.H ng gp 18%trong tng doanh thu v tng trng 16% so vi nm 2008.

Hot ng sn xut kinh doanh ca cng ty nm 2009 t kt qu tng trng khquan khi li gp v li nhun t hot ng kinh doanh ln lt tng 46,01% v 37,29%



12/48

VIETHANIT N MN HC

so nm 2008. Hot ng kinh doanh chnh ca Cng ty trong nm trng trng tt gpphn lm cho li nhun trc thu v sau thu tng hn 29% so vi nm trc.

Chn thng u nm 2010, Cng ty tip tc t c kt qu kinh doanh tng ikh quan. Doanh thu thun t 75% k hoch v vt 29% so vi cng k nm trc,trong khi c li nhun trc thu v sau thu t 87% k hoch, vt 40% so vi

cng k nm trc. Bn cnh , qu 4 hng nm thng l ma cao im trong hotng tiu th sn phm ca Cng ty, v vy kh nng doanh thu v li nhun nm2010 vt mc k hoch t ra l tng i cao.

2.3. Thc trng chin lc Marketing ca cng ty nm 2010

2.3.1. Chnh sch sn phm

2.3.1.1. Cc chng loi sn phm chnh

Hin nay, cng ty ang sn xut 4 nhm sn phm chnh: c ph rang xay, c phha tan nguyn cht, c ph sa, bt ng cc ding dng, trong c ph sa 3 trong1(thuc nhm c ph ha tan hn hp) c ngi tiu dung a chung nht. Cng ty nghin cu v sn xut thnh cng c ph Sm 4 trong 1, cng l mt loi c phha tan hn hp, c cht lng hn hn c ph cng loi ca nc ngoi, c thtrng Hn Quc, Trung Quc tiu th mnh.

Chnh s a dng v phong ph trong mt hng ny lm cho Vinacafe BH ngycng c nhiu khch hng v p ng ph hp vi nhu cu a dng ca khch hng.Sn phm mang nhn hiu Vinacafe c mt ch ng vng chc trn th trngtrong nc v quc t.

2.3.1.1.1. Nhm sn phm c ph rang xay

Sn phm ny c nhiu chng loi khc nhau p ng nhu cu a dng ca ccvng min. c im chung ca cc loi sn phm ny l 100% c ph nguyn cht,khng pha tp cht v khng s dng hng nhn to. Hng v m , thun khit,s dng hi ha hai chng loi c ph Arabica v Robusta qua tuyn chn. y lsn phm ra i u tin khi nh my mi c thnh lp. Khng ch mang li chongi tiu dng mt cm gic tuyt vi khi thng thc m cng chnh v hng v100% c ph nguyn cht c cht lc dng sn phm ny cn mang li cho ngi sdng thy c ng cp ring bit ca chnh mnh.

Hnh 2.2. Nhm sn phm c ph rang xay



13/48

VIETHANIT N MN HC

2.3.1.1.2. Nhm sm phm c ph ha tan

Ra i vo ng dp k nim 2 nm ngy Vit Nam thng nht, nm 1977 nhdu mt ct mc quan trng ca nh my C ph BH v cng l ca ngnh caf Vit

Nam: ln u tin, Vit Nam sn xut thnh cng caf ha tan.

Sn phm c ph ha tan Vinacafe BH c sn xut vi quy trnh c o c u

im t chua, ph hp vi ngi tiu dng Vit Nam. Dng sn phm ny ra i nhmp ng nhu cu tit kim thi gian ca ngi tiu dng, bi v nhu cu khch hnglun lun thay i theo thi gian v th Cng ty Vina caf BH lun c bt kp nhu cuca khch hng v th dng sn phm ny ra i l mt iu k diu cho nhng aimun tit kim thi gian m vn c c mt tch c ph nguyn cht, hon ho chomi ngy.

Hnh 2.3. Nhm sn phm c ph ha tan

2.3.1.1.3. Nhm c ph sa

- Sn phm c ph sa 3 trong 1

Dng sn phm ny ra i chnh thc nm 1993, trong giai on cc sn phm canh my caf BH rt kh tm c ch ng, do trc th trng caf Vit Nam

c nh hnh bi thi quen ung caf rang xay pha tp( h ly t chnh sch ngnsong cm ch dn n thiu ht caf nguyn liu, ngi ta phi n ng v nhiu phgia khc vo caf.

Cng vi nhng bc chp chng ca Vinacafe, ngi Vit cng ln u tin nvi caf ha tan. C ph ha tan 3 trong 1 Vinacafe ra i c th trng n nhnnhanh chng. Gii php a ng v bt kem vo caf ng sn tng gi gipngi Vit Nam ln u tin c tha mn thi quen ung caf vi sa m khng

phi ch caf nh git qua phin. Caf ha tan 3 trong 1 thnh cng n mc thnghiu Vinacafe ngay lp tc c nh my caf BH ng k s hu tr tu ti Vit Namv nhiu quc gia trn th gii.

y l sn phm ch lc ca cng ty trong nhiu nm qua. Loi c ph ny tht skhng nh hng v vt tri ca c ph Vit Nam. Loi sn phm ny lin tc dnu th phn c ph sa ha tan 3 trong 1. y cng chnh l s ha quyn tuyt vigia v ng ca caf nguyn cht cng v ngt ca sa to ra mt hng v tuyt vicho nhng ai mun s du nh nhng vn rt tinh t ca Vinacafe BH. T khi ra idng sn phm ny chim c tnh cm ca ngi tiu dng bi n khng qung nh loi caf rang xay chnh v c im vt tri ny m doanh thu ca dngsn phm ny lun chim t trng cao nht trong cc dng sn phm khc qua tngnm ca Vinacafe BH. C th nm 2008 chim 77.25%, nm 2009 chim 78.53% v

nm 2010 chim 78.44%.



14/48

VIETHANIT N MN HC

Hnh 2.4. Nhm sn phm c ph sa 3 trong 1

- Sn phm c ph sm 4 trong 1

C ph Sm, Sn phm mi ca Vinacafe BH, l loi c ph Sm 4 trong 1 utin v duy nht ti Vit Nam. Trn c s c ph sa 3 trong 1 ni ting trong v ngoinc, Vinacafe BH nghin cu thnh cng vic b sung tnh cht b dng tondin ca hng sm Triu Tin ng thi vn gi c hng v thm ngon, c oca c ph Vit Nam. C ph Sm 4 trong 1 l s kt hp hi ha gia hng v thmngon ca c ph Vit Nam v tnh cht b dng ton din ca hng sm Triu Tin.

Hnh 2.5. Sn phm c ph sm 4 trong 1

Ngoi 3 thnh phn chnh l c ph ho tan, ng, sa, nay c thm tinh chthng sm to ra c ph sm 4 trong 1. y l loi hng sm ng cp 6 nm, nhpkhu v c chng nhn bi Hip hi sm Kanghwa - Hn Quc. Vi mc ch gitrn hng c ph cho c ph sm 4 trong 1, hng nhn sm trong sn phm ny

c tch ra v ng thi gi li nguyn vn nhng cht b dng ca nhn sm. Snphm c ph sm 4 trong 1 ca Vinacafe c nh gi l thch hp vi cuc snghin i bn rn v nhiu p lc.

2.3.1.1.3. Nhm sn phm ng cc dinh dng

Hnh 2.6. Nhm sn phm ng cc dinh dng



15/48

VIETHANIT N MN HC

c pht trin da trn bt Ng cc Dinh dng Vinacaf tin li, thm ngon vb dng. Ng cc dinh dng D Mn c b sung thm nhiu vitamin, khongcht v DHA/EPA, gip pht trin tt c v th cht v tr no. Sn phm c bitthch hp vi la tui hc ng.

Ng cc dinh dng D MN l kt qu ca qu trnh nghin cu trong gn hai

nm. Bng vic tham kho nhiu ti liu khoa hc v tham chiu cc bn khuyn nghca B Y t Vit Nam v FDA (Food and Drug Administration) ca M, Vinacaf BH pht trin mt sn phm mi - ng cc dinh dng D MN t nn tng ca mtsn phm cng loi thnh cng trn th trng. Vn s dng nhng nguyn liu ttnht, sn phm mi tin b vt bc v c b sung thm cc yu t cn thit cho s

pht trin th cht v c li cho sc kho: bao gm cc nhm Vitamin A, vitamin B,vitamin E cc khong cht nh Fe, Zn, Ca, cc vi cht nh Acid Folic, DHA vyn mch vi liu lng thch hp ph hp vi mi la tui v c bit pht huy tcdng tt nht i vi cc em nh trong tui hc ng, la tui c tc pht trinnhanh nht c v th cht v tr no.

im c o ca sn phm mi cn th hin kha cnh khc. Ngoi vic phttrin cc thuc tnh cht lng, Vinacaf BH u t nhiu cng sc pht trinmt thng hiu mi: D MN. Ch d mn bc vo cc trang sch m cc emc hc trng nh mt ngi bn bit c m v hnh ng, t ch l mt cu dng nghch, qua tng chuyn chu du, hc hi c nhiu iu hay, mi ngy mtkhn ln, trng thnh. D mn v mi l mt ngi bn ca th h tr. Khi lachn D MN t tn cho sn phm mi ny, Vinacaf BH mong mun sn phmca mnh s gip cc em nh khng nhng pht trin v th cht, tr c m cn bidng tm hn cho cc em.

Hnh 2.7. Nhm sn phm ng cc dinh dng D Mn

2.3.2. Chnh sch gi

Vinacafe BH lun thc hin ng cam kt: a ra th trng cc sn phm chtlng cao v khng cnh tranh bng gi r nhng vn duy tr mc gi bn cnh tranh.Trong nhng nm 2008-2010, do nh hng ca cc nguyn t u vo, gi bn ccsn phm c ph ch bin trn th trng lin tc bin ng nhng Vinacafe BH t tnggi v khng tng gi t bin. Cng ty lun tm cch tng nng sut lao ng, tng tl thu hi sn phm trong qu trnh ch bin, gim h hao nguyn liu, vt t bao b vch p dng vic tng gi bn nhm m bo li nhun ca cc nh u t.

Nguyn liu chnh sn xut ca cng ty Vinacafe BH bao gm:

- C ph ht: l nguyn liu chnh sn xut c ph ha tan. Ch yu s dng

Robusta( c ph vi) v mt hm lng nht nh Arabica( c ph ch). S lin kt vicc nng trng c ph ca tng cng ty c ph Vit Nam m bo ngun cung cpnguyn liu Robusta. Tuy nhin do nhu cu gia tng trong khi cc nh my hot



16/48

VIETHANIT N MN HC

ng heet cng sut, cng ty vn nhp khu hn 1200 tn c ph nguyn cht ha tanbn thnh phm/ nm c ch bin theo cng thc ring ca cng ty.

- Bt kem: c nhp khu hon ton theo tiu chun ca cng ty Vinacafe BH.Sau khi st gim mnh vo nm 2008, t thng 4/2009, gi bt kem giao dch tng lintc do s tng gi nguyn liu kt hp vi nhu cu tiu dng. Nhn chung gi bt kem

ang nm trong xu hng tng di hn v thng ch iu chnh nh qu 1 trc khibc vo chu k tng trong nm.

- ng: tng t nh bt kem, sn lng sn xut gim di tc ng ca tnhin lm gi ng ni a leo thang trong nhng nm qua. c bit, cc cn st ginm 2010 tc ng khng nh n gi thnh sn phm.

Ngun: VCF,SBS

Chi ph nguyn liu chim 84% trong c cu gi thnh, ch yu bao gm c phht, bt kem, ng v bt ng cc. Ngoi tr bt ng cc cung cp trong nc vi lith sn xut nng nghip ca Vit Nam, cc nguyn liu cn li u c b sung mt

phn hoc s dng hon ton ngun nhp khu. Mc d lng cung hng nm vn nnh nhng s bin ng gi cc thnh phm trn gy kh khn cho cng tc d tr vnh hng nhiu n mc sinh li ca cng ty.

Trong c cu gi thnh, chi ph nguyn vt liu chim 84% nh hng n mccao n gi thnh sn phm. Ngoi ra, trong gi vn hng bn chi ph nhn cng chimkhong 5%, chi ph khu hao chim khong 1% cn li l cc chi ph khc. Chnh vchi ph nguyn vt liu c nh hng ln nht n gi thnh sn phm v th phng

php nh gi ca cng ty Vinacafe BH cho cc dng sn phm ca mnh l nh githeo chi ph sn xut. phng php ny cng ty s khng cao cc chi ph phtsinh, chi ph khu hao cng nh cc chi ph khc m s ch n gi u vo canguyn vt liu( s tng hoc gim gi ca nguyn vt liu l yu t tin quyt cavic nh gi cho sn phm).



17/48

VIETHANIT N MN HC

Ngun: VCF,SBS

Biu 2.1. C cu gi thnh

Trong nhng nm gn y, do gi ca nguyn liu u vo tng mnh nn gi

thnh ca cc sn phm ca cng ty cng c s bin ng nhng khng ng k va p ng c nhu cu ca khch hng va mang li mt t l sinh li nht nhcho cng ty.

Ngun: VCF, SBS

Biu 2.2. Gi thnh sn phm (VND/kg)

2.3.3. Chnh sch phn phi

Cng ty tp trung vo th trng ni a, ch yu l khu vc min Nam. Th trngxut khu ch chim 8% - 10% doanh thu hng nm, trong M, i Loan l cc

khch hng ln. nh hng giai on 2010 2015, cng ty s duy tr doanh s xutkhu ti cc th trng ln, y mnh tiu th v thm nhp nhng th trng timnng nh Trung Quc, Nga, ng u, Hn Quc; ng thi pht trin khu vc phaBc vi cc sn phm c khu v ph hp (nh c ph v nhn sm ti th trng HnQuc). H thng phn phi hin ti bao gm 2 chi nhnh H Ni, TP.HCM, khong120 i l v phn phi qua h thng siu th. Ngoi ra, cng ty ang tin hnh nhnrng m hnh nh phn phi nhm tip cn hiu qu hn cc im bn l(ph kn 63tnh thnh Vit Nam)

M hnh i l (ang c p dng ch yu) th hintnh hiu qu cao so vi cc

i th xt v mt chi ph. Tuy nhin, v qun l th trng, tip cn ngi bn l, mhnh nh phn phi t ra c u im hn. Hin ti Vinacaf BH ang p dng m hnhmi ny ti th trng min Bc v s tip tc p dng ti cckhu vc min Trung,



18/48

VIETHANIT N MN HC

min Nam.Vic u t cho phn phi trc tip n cc im bn l s cn thm chiph. Tuy nhin, kim sot tt th trng, trin khai nhanh chng cc chng trnhtip th v tung sn phm mi, m hnh nh phn phiang c nhn rng. Knh

phn phi hin i ang c chia thnh hai nhm: i vi cc i siu th v siu thchui, cng ty qun l trc tip. i vi cc siu th nh, l do cc chi nhnh H Ni,TP HCM qun l, chm sc.

th trng nc ngoi, ty vo iu kin c th v mc thm nhp ca ccsn phm, cng ty ang p dng m hnh nh phn phi c quyn c thi hnhoccc i l phn chia theo lnh th hot ng. Cng ty cng p dng hnh thc i l

bin gii khuyn khch xut khu mu bin, hng chnh sch u i ca cc ncbn ti cc ca khu c u tin.

S 2.1: Knh phn phi vinacafe Bin Ha

2.3.4. Chnh sch truyn thng

2.3.4.1. Mc tiu truyn thng c ng chung ca cng ty Vinacaf

- Vic a ra mt chin lc qung b hnh nh nhm a thng hiu caVinacaf ln ngang vi cht lng ang l mc tiu s 1 ca cng ty. iu ny cnggip to ting vang cho Caf Vit Nam. cng l kinh nghim cho cc cng ty trongcng lnh vc.

- Xy dng thng hiu m Vinacafe BH thnh biu tng ca cht lng bo chng cho cc thng hiu con nh Vinacaf, Ng cc D mn v cc thnghiu mi.

2.3.4.2. Qung co

Vinacaf Bin Ha khng "nh bng" hnh nh ca mnh bng cc chng trnhqung co rm r, khng ph trng bng cc hot ng hnh thc, khng ha hnnhiu nh cc i th vn lm vi khch hng, m lng l chinh phc ngi tiu dng

trong v ngoi nc bng cht lng sn phm c ph nh b nhng cha ng trong thnh qu ca ng dng khoa hc cng ngh, hm lng tr tu v gi tr gia tngcao. C th ni Vinacaf Bin Ha l s tng ho ca nhiu nt c tnh: l s chn


CNG TY C PHN VINACAFE BIN HA

Chi nhnh ti Min Bc Chi nhnh ti Min Nam

il

i siu th v siu th chui

siuthnh

isiuth

siuth

chui

il

siuthnh

Nh bn l

Ngi tiu dng


19/48

VIETHANIT N MN HC

thnh th hin qua s tn trng ngi tiu dng, s nng ng v sng to th hintrong kinh doanh. Vi khch hng, Vinacaf nh mt ngi lch lm, khim tn, chnthnh. Cn trn thng trng, l ngi c tinh thn bn b, c c thc t v bit cao "ci ti" lun tm v bn th ca ht c ph.

- Qung co trn truyn hnh

Cng ty c phn vinacaf Bin Ho cho ra nhiu chng trnh qung co nhngni bt v thnh cng nht l qung co Ng cc dinh dng v Trm thy khng

bng mt th. Hai clip qung co ny trong nm 2010 c qung co trn i VTV3vi tn sut ko di 1 nm nhng l t v khng lin lc, t xut hin trn truyn hnh.

Ni dung:

Qung co Trm thy khng bng mt th

Cnh 1: Quay mt chic trc thng ang di chuyn ly cafe ln nht th gii

Cnh 2: i nam n ch ln ly caf.

Ngi n: ng l trm nghe khng bng mt thy, anh h

Ngi nam (ung ly caf): Ngon, ng l trm thy khng bng mt th

V ci vui v.

Cnh 3: Hnh nh logo v slogan ca cng ty.

Qung co Ng cc dinh dng D mn

Cnh 1: Ch d mn tham gia cuc thi ti nng tr

Cnh 2: Nhng on nhc vui nhn cng nhng ng tc, hnh nh ca ch d

mn vt qua th thch ca cuc thi.Cnh 3: Hnh nh sn phm mi ca Vinacafe Bin ha Ng cc dinh dng D

mn.

Trong chin lc v k hoch di hn cho D mn, Vinacaf BH khng ch tip thsn phm m cn mong mun lm cho d mn, a con tinh thn ca nh vn T Hoitr nn sng dy v sinh ng hn, ng thi vit tip nhng cu chuyn hp dn vch d ng yu. D Mn c k vng s l chut Mickey ca Vit Nam, nhngc o hn bi tnh gio dc nh nhng m su sc, bo v cc em khi s xm ln t ca vn ha ngoi lai (ca nhng siu nhn, qui th)

- Qung co trn Internet

Hnh 2.8. Qung co trn internet



20/48

VIETHANIT N MN HC

Vinacafe ch qung co trn chnh website ca mnh. iu ny cho thy s truynthng trn internet ca vinacafe Bin Ha cn km, cha qung b ht hnh nh casn phm, ca cng ty trn din rng.

2.3.4.3. Quan h cng chng PR

Vinacaf khng ch ni ting v cht lng m trong my nm gn y thng

hiu ny bt u c ngi ta bn tn nhiu v cc chin dch nhm PR cho thnghiu cng ty vi quy m ln v di hi to nhiu n tng.

Hnh 2.9. Vinacafe Bin Ha ti hi ch Myanmar

T khi c T chc Guinness th gii (GWR) cng nhn, ly c ph ln nht thgii c Vinacaf Bin Ha a vo nhiu hot ng l hi vn ha khc nhaunh: Tham gia trng by ti Festival Hoa Lt, chng trnh gy qu t thin ti

Nng, tham d Hi ngh cp cao v u t v thng mi Trung Quc-ASEAN ln th7, Hi ch trin lm Trung Quc-ASEAN (CAEXPO 2010) ln th VII vi ch Khu vc mu dch t do v c hi mi.

Ngoi ra, cng ty c phn Vinacafe Bin Ho thc hin chng trnh Hnh ngv ngi trng caf thuc chin lc pht trin bn vng ca Cng ty c phnVinacafe Bin Ha, sng ngy 9/3/2010 ti bun EaMp th trn EaPk, Cng ty c

phn Vinacafe Bin Ha phi hp vi UBND tnh k Lk t chc trao qu chocc h ngho v hc sinh con em ng bo dn tc thiu s ngho bun EaMp thtrn EaPk. Cng ty c phn Vinacaf Bin Ha t chc trao 20 xut qu cho 20 hgia nh ngho trng caf v 10 xut hc bng cho 10 em hc sinh ngho bunEaMp th trn EaPk, mi xut qu v mi xut hc bng tr gi 5 triu ng. y lchng trnh u t mang tnh di hi m Cng ty c phn Vinacaf Bin Hahng ti trong tng lai h tr ngi trng caf v xy dng vng nguyn liu bn

vng cho thng hiu cafe Vit Nam.Vic h tr tng qu cho ngi trc tip trng caf l mt vic lm ht sc ngha,

gip ng bo n nh cuc sng vn ln xa i gim ngho. y cng l mt trongnhng chng trnh ln ca ng - Nh nc, ca cc doanh nghip chung tay xydng cng ng, thc hin tt chnh sch an sinh x hi, chia s nhng kh khni vi cc h gia nh ngho, c bit l ng bo dn tc thiu s Ty nguyn.

2.3.5. Ngn sch hot ng marketing ca cng ty c phn Vinacafe Bin Hatrong nm 2010



21/48

VIETHANIT N MN HC

Bng 2.2. : Ngn sch hot ng marketing ca cng ty trong nm 2010

STT Hot ng VT Chi ph

1. Qung co truyn hnh ng 2.200.000.000

2. Qung co trn internet ng 500.000.000

3. Tham gia hi ch trin lm ng 2.500.000.0004. Hot ng x hi ng 2.000.000.000

TNG CNG NGN SCH MARKETING NM 2010 7.200.000.000

2.3.6. nh gi cng tc xy dng chin lc Marketing ca cng ty

* u im:

Cng ty xc nh chin lc kinh doanh hp l v ra mt hng i

ng n.Sn phm c c tin cht lng vi gi c hp l c ng o khch

hng a chung.

C knh phn phi rng ton quc v c nc ngoi, thun li cho vic kinhdoanh v pht trin sn phm.

Thc hin tt ngha v ca cng ty v chp hnh nghim chnh lut nh ncban hnh.

* Nhc im:

Chnh sch truyn thng c ng trong thi gian ny ch tp trung vo cngtc x hi, cn hot ng qung co, khuyn mi th rt yu. Cng tc truynthng c ng, bn cnh vn duy tr cc hot ng x hi, cn lu n cc hotng truyn thn khc nh: qung co, khuyn mi. Hot ng qung co cntp trung trn cc phng tin nh: truyn hnh, tp ch, banner, internetcbit, hin nay i th cnh tranh ang pht trin, cho nn hot ng khuyn micn ch trng vo cc thi im quan trng, cn vi hot ng PR cng cn cquan tm ng mc.

Qua nhng g tm hiu c nhm nhn thy rng trong cc chnh sch m cngty Vinacafe Bin Ha p dng th chin lc qung co khng li du n

trong lng khch hng. iu cng l mt l do khin cho lng tiu th gimxung chnh v th m cc chin lc cho sn phm mi Love caf m nhm xydng di y ch yu y mnh chin lc qung co da vo cc phng tintruyn thng.



22/48

VIETHANIT N MN HC

PHN III: XY DNG CHIN LC MARKETING CHO SN PHM LOVECAFE CA CNG TY C PHN VINACAFE BIN HA

3.1. Xc nh s mnh, tm nhn, mc tiu ca cng ty Vina caf Bin Ha

3.1.1. S mnh

- Cng ty Vina caf Bin Ha sn xut ra nhng sn phm vi s mnh: ch emn cho ngi tiu dung nhng g tinh ty nht ca thin nhin.

- Pht trin cc sn phm dp ng nhng nhu cu ca khch hng, xy dng uytn ca cng ty da trn cht lng sn phm v dch v chm sc khch hng.

- u t vo con ngi, pht trin nng lc ca nhn vin v to c hi cho hc chia s trong s thnh vng chung ca doanh nghip.

- Tn trng cc tiu chun v an ton thc phm v mi trng.

3.1.2. Tm nhn

Vinacafe Bin Ha s s hu cc thng hiu mnh v p ng ngi tiu dungbng cc sn phm thc phm v ung c cht lng cao v c o trn c s thuhiu nhu cu ca ngi tiu dung v tun th cc gi tr ct li ca cng ty.

3.1.3. Mc tiu

Duy tr v tr s 1 ti Vit Nam v caf ha tan bng vic:

- a nh my caf ha tan c cng sut 500kg/h ti Long Thnh, ng Nai vokhai thc t qy 3 nm 2012( HC thng 7 nm 2005 thng qua vic xc tin ut, nhng do nh hng ca suy thoi kinh t, HC thng nht tm dng d nvo thng 10 nm 2008. D n va ti khi ng mi gn y sau quyt nh ca

HC vo thang 4 nm 2009).u t mnh m vo vic qung b hnh nh v lm ti mi hnh nh thng hiu

Vina caf, n va thn thuc vi ngi tiu dng Vit Nam, va c tnh hin i,to c s thu ht ca cc nc pht trin.

- Pht hin nhng nhu cu mi v p ng kp thi nhng nhu cu bng cc snphm mi.

- Vinacafe Bin Ha t c mc tiu gia nhp cc CLB cc doanh nghip tdoanh thu 1000 t ng vo nm 2009 v hng n mc tiu mi l n nm 2015 str thnh 1 trong 10 cng ty c gi tr vn ha th trng ln nht trong ngnh cng

nghip thc phm c nim yt trn sn giao dch chng khon thnh ph H ChMinh.



23/48

VIETHANIT N MN HC

3.2. Phn tch tnh hnh hin ti ca cng ty

3.2.1. S b my t chc

S 3.1. B my t chc ca cng ty

3.2.2. Vn

Do s tn ti qu nhiu u mi xut khu cng nh h thng cung ng gy ratnh trng sau:

- Khng kim sot c ngun vn ti cc n v.

- Cc doanh nghip c vn qu t th khng th vc dy trong giai on hin naynn nhiu trng hp cn dn n thua l, gy thit hi chung cho ton VINACAFE.

V vy, VINACAFE ang rt cn mt nh hng chin lc nhm tp trung lilng vn ny kinh doanh mang li hiu qu cao hn.

3.2.3. Ti sn



24/48

VIETHANIT N MN HC

Nhn chung, vinacafe c ngn ti sn n nh gm nh ca, vt kin trc, my mcv thit b, phng tin vn ti, truyn dn, thit b, dng c qun l, ti sn c nh vhnh.

3.2.4. Ngun nhn lc

Bng 3.1. Ngun nhn lc ca Vinacafe Bin Ha

Tng s lao ng tnh n thng 9/2011: 812 ngi, trong :

- Cng nhn vin k hp ng trc tip l 545 ngi, chim 57% t l lao ngtrong cng ty.

- Cng nhn k hp ng gin tip l 267 ngi, chim 33% t l lao ng.

- Lao ng c trnh i hc, cao ng l 148 ngi, chim 18%; cng nhn kthut, trung cp ngh l 190 ngi, chim 23%; trnh khc chim 25% vi 207ngi.

Nhn chung, lc lng trong ngnh di do nhiu kinh nhim, c tay ngh, yungnh, yu ngh. c bit, cn b trc tip kinh doanh c nhiu kinh nghim, nhit



25/48

VIETHANIT N MN HC

tnh v trnh chuyn mn kh cao. Tuy nhin s lng cn b gii ny vn cn rtt, v vy y chnh l im khng thun li cho VINACAFE.

3.2.5. V qun l

Hn 25 nm pht trin ngnh c ph, mc d nhiu ln thay i v t chc. Miln trnh qun l c nng ln, cn b c tr ha. c bit l t khi c quyt

nh thnh lp VINACAFE v iu l hot ng ca n c ban hnh. Tuy nhin,trc giai on cnh tranh khc lit nh hin nay th rt cn c s t chc, sp xp li

b my trong VINACAFE cho ph hp v hiu qu hn nhm huy ng v tp trungti chnh v tng cng qun l, kim sot nng cao hiu qu v thc t hin nayvn cn tn ti mt s n v kinh doanh thua l gy thit hi ln cho ti sn Nhnc.

3.2.6. V marketing

Sn phm kinh doanh chnh ca VINACAFE l c ph. Tuy nhin cng tc tipth, nghin cu th trng, thu thp thng tin ch dng li qua bo ch, cng tc khuyn

mi, qung co yu km..Ni chung, cng tc marketing ca VINACAFE cn quyu km

3.2.7. Xc nh im mnh, im yu

im mnh

- Uy tn thng hiu lu nm. Vi khu hiu Hng v ca thin nhin,Vinacafe gn cht vi cc sn phm cht lng cao v n nh. Cng ty lun cam ktmang li cho khch hng nhng gi tr tinh thn v vt cht ch thc. iu to nnuy tn cho thng hiu Vina caf, mt ti sn ln nht ca cng ty. Thng hiu Vinacaf c v th vng chc trn th trng trong nc v quc t, lun c ngi tiudung tin tng v ng h. Sau 5 nm hot ng di hnh thc cng ty C phn, cngty k tha v pht trin nhng th mnh v cht lng sn phm, xy dng mt hthng bn hng rng khp v ln mnh tng ngy. Bn cnh , cng ty xy dngc i ng cn b cng nhn vin c trnh tay ngh cao, am hiu k thut, tmhuyt v yu ngh.

- Vi nh my sn xut caf ha tan vi cng sut 3000 tn/ nm Vinacafe trthnh doanh nghip ln nht v nng lc sn xut v dn u v cng ngh sn xut c

ph ha tan. Vinacaf Bin Ha c kh nng duy tr v th h thng trn th trng.Bt chp s cnh tranh t nh sn xut caf lu i nht th gii Nestle( vi dng sn

phm Nescafe) v i th ln trong nc l cng ty Trung Nguyn( vi thng hiuG7) nh thng hiu ni ting, khch hng trung thnh v h thng phn phi mnh.

- Cng ty c sc mnh ti chnh tt nh khon tin mt ln v khng c n vay.Cui nm 2010 cng ty Vinacafe BH c khon u t ti chnh ngn hn khong 316t VND v khon n vay ngn hn khng ng k(16 t VND). Hot ng di hnhthc cng ty c phn gp phn khai thng ngun vn, to iu kin thun li trongvic u t hin i ha trang thit b, u t pht trin h thng mng li bnhng

im yu

- Cng tc nghin cu, pht trin v marketing cha c quan tm ng mc.u t cho vic qung co v tip th cn hn ch, hin nay chi ph bn hng tip thch chim khoang t 7% - 10% trn tng doanh thu mi nm.



26/48

VIETHANIT N MN HC

- Quy m sn xut hin ti cha p ng c nhu cu ca th trng trong nhngnm ti.

- Thiu i ng chuyn vin gii.

3.3. Phn tch mi trng kinh doanh ca VINACAFE

3.3.1. Mi trng v m3.3.1.1. Mi trng quc t

Nhn chung, th trng tiu th c ph trn th gii ang c nhng chuyn bin tt,theo hng c li cho ngnh c ph Vit Nam pht trin. Tuy nhin, nhu cu th giitrong qu kh hin ti v tng lai u rt cn sn phm c ph cht lng cao, c phc ch bin su hn, a dng hn,

Tnh hnh chnh tr ca hu ht cc nc l n nh v nn kinh t th gii ngycng pht trin theo hng hp tc, n nh v u t vo ln nhau.

3.3.1.2. V kinh t

Trong nhng nm qua tc tng trng kinh t Vit Nam lin tc gia tng mccao, trung bnh trn 7%/nm. Thu nhp bnh qun u ngi tng n nh, nhu cuhng ha gia tng. Nm 2007 v 6 thng u nm 2008 tc lm pht c s gia tngnhng do n lc ca Chnh ph v cc B ngnh trong vic kim ch lm pht, tc lm pht chng li v nm trong tm kim sot nn cng khng c nhng bin ngri ro ln.

Kinh t Vit Nam hin ang c s chuyn bin tch cc. C th, ch s gi tiudng (CPI) ca thng 6 ch cn khang 2,2%, thp hn nhiu so vi ch s ca thng 5l 3,91%. Nhp siu thng 6 gim mnh ch cn 1,3 t USD, thp hn nhiu so vi

mc 2,85 t USD trong thng 5. XK trong thng 6 t khang 6,3 t USD, vt k lc5,15 t USD ca thng 5, nng gi tr XK trong 6 thng u nm c t khang 29,7t USD, tng 31,8% so vi cng k nm 2007.

Bn cnh nn kinh t VN cn nhiu thch thc : bi chi ngn sch cn caochim xp x 5% GDP, ngoi thng nhp siu, hiu qu u t ca nn kinh t cnthp, c th hin qua h s ICOR ca Vit Nam hin cao hn nhiu so vi cc nctrong khu vc. Cc doanh nghip Vit Nam, trong c cc doanh nghip c ph cngp nhiu kh khn, l : cn nhiu vn c bit l trong giai on hin nay vay vnkhng phi l chuyn d dng mc d li vay l rt cao, c th, li vay ngn hng trc

y l 1,2%/thng nhng hin nay l 1,5%/thng. Mi trng ngy cng nhim, mabo bt thng gy nhiu thit hi, kh nng cnh tranh ca cc doanh nghip VitNam cn km.

3.3.1.3. V chnh tr

Tnh hnh chnh tr trong nc, khu vc v th gii c s chuyn bin theo xu th :ha bnh n nh v hp tc pht trin ngy cng tr thnh i hi thit thc v bcxc ca mi quc gia, cng vi ng li i mi v m ca ca ng v Nh nctrong quan h vi quc t th hin trn chnh sch a phng, a dng ha trong ingoi v c bit l vic tr thnh thnh vin chnh thc ca T Chc Thng MiTh Gii (WTO).Nh vy, hot ng thng mi u t pht trin mnh, cc tnglp nhn dn, ng bo cc dn tc on kt gn b trong s nghip dn giu, nc



27/48

VIETHANIT N MN HC

mnh, x hi cng bng, dn ch, vn minh; cc thnh phn kinh t c hnh thnhv pht trin, lut php, chnh sch v kinh t c xem xt v iu chnh ph hp.

Tt c nhng iu nu trn c th ni l iu kin tin quyt v cng quan trng vrt thun li cho tt c cc doanh nghip trong c VINACAFE.

3.3.1.4. V iu kin x hi

Lnh vc vn ha x hi c nhng chuyn bin tch cc, i sng nhn dn cci thin, t l ngi bit ch t 90%/tng dn s quc gia, vn sc khe c cithin. Tnh n nay, thu nhp quc dn tnh trn u ngi khong 1.000USD . lnhng thun li ht sc c bn cho vic pht trin ca cc ngnh, trong c ngnh c

ph. Mt khc chng ta cng bit rng nc ta c th mnh v nng nghip vi khong75% dn s nng thn. Cho nn vic pht trin ngnh c ph s gp phn s dngngun nhn lc di do trong nng thn gp phn gii quyt cng n vic lm cho tnc v nng cao mc sng nng dn . S pht trin ca khoa hc cng ngh i hilao ng phi c k nng v trnh nht nh.

3.3.1.5. V iu kin t nhinLnh th nc ta nm trong vng c kh hu v iu kin t nhin ht sc thun

li pht trin cy cng nghip, trong c cy c ph.

pha Nam, phn b nhit tng t vng xch o, chnh lch nhit gia ccthng trong nm khng qu 30C. Trong khi min bc li c s phn ho theo makh r rt, chnh lch nhit gia cc thng trong nm ln ti 10 0C. Ranh gii giahai min l di Hi Vn cao trn 1.000m tr thnh vch ngn nhng t gi ma ngBc nn dn n kh hu hai min khc nhau.

T nhng iu kin t nhin trn, chng ta hon ton c cn c phn b loi cph Arabica pha Bc v loi c ph Robusta pha Nam.

3.3.1.6. Khoa hc-cng ngh

Hng lot nhng tin b khoa hc, cng ngh mi trong nc v th gii ang vs c p dng nhanh vo sn xut nng nghip, cng nghip ch bin, s l nhngtc nhn mnh m to ra bc ngoc mi khng ch trong lnh vc sn xut m ctrong lnh vc kinh doanh.

3.3.1.7. C s h tng

C s h tng ca Vit Nam nhn chung cn qu thp km. c bit l vn quy

hoch cng bin cn nhiu bt cp, cha st theo tnh hnh thc t, vic quy hochcha hp l. Chnh iu ny lm cho tnh trng qu ti ti tt c cc cng c bit lcc cng ti Thnh ph H Ch Minh trong thi gian gn y, gy n tc containernghim trng. iu ny tc ng trc tip n li nhun ca cc doanh nghip Vit

Nam ni chung v ca VINACAFE ni ring.

Nu vic nghin cu mi trng v m l rt quan trng v cn thit th vicnghin cu mi trng ngnh, c th trong hot ng kinh doanh ca ngnh c phVit Nam li khng th b qua v n s cho chng ta bit cc yu t nh hng, angtn ti trong ngnh t c nhng nh hng ph hp.



28/48

VIETHANIT N MN HC

3.3.2. Mi trng ngnh (Cc yu t c th trong ngnh c ph Vit Nam)

3.3.2.1. i th cnh tranh

Ni n cc i th cnh tranh chnh ca Vinacafe chng ta c th nhc ti cccng ty sau:

Trung NguynRa i vo gia nm 1996 -Trung Nguyn l 1 nhn hiu c ph non tr ca Vit

Nam, nhng nhanh chng todng c uy tn v tr thnh thng hiu c phquen thuc nht i vi ngi tiu dng c trong v ngoi nc.Ch trong vng 10nm, t mt hng c ph nh b nm gia th ph c ph Bun M Thut, Trung

Nguyn tridy thnh mt tp on hng mnh vi 6 cng ty thnh vin: Cng tyc phn Trung Nguyn, cng ty c phn cph ha tan Trung Nguyn, cng ty TNHHc ph Trung Nguyn, cng ty c phn thng mi v dch v G7 v cngty lindoanh Vietnam Global Gateway (VGG) vi cc ngnh ngh chnh bao gm: sn xut,ch bin, kinh doanh tr,c ph; nhng quyn thng hiu v dch v phn phi, bn

l hin i. Trong tng lai, tp on Trung Nguyns pht trin vi 10 cng ty thnhvin, kinh doanh nhiu ngnh ngh a dng.

Nescafe ca Nestle

L nhn hiu c ph ha tan hng u trn th gii vi b dy lch s 70 nm.TiVit Nam thng hiu ny tr nn quen thuc vi hu ht mi ngi v l mttrong nhng thng hiu c th phn cao ti Vit Nam. Hin ti, Nescafe c mt nhmy sn xut caf ha tan vi cng sut 1000 tn/nm cho php cng ty c kh nngp ng mt cch tt nht nhu cu ca ngi tiu dng..

Caf Vinamilk ca Cng ty CP sa Vit Nam- VinamilkHin ti, Vinamilk c mt nh my c ph vi tng vn u t gn 20 triu la

M, trn din tch khun vin ti 60,000 m2 ti Bnh Dng. Nh my c cng sut1,500 tn/nm, c trang b mt dy chuyn sn xut c ph cc k hin i micng on.

Mc d trc y, ngi ta ch bit n Vinamilk l mt cng ty chuyn sn xutsa, nhng vi tham vng a dng ha sn phm, Vinamilk nghin cu v cho rai sn phm caf ha tan ln u tin xut hin trn th trng vo thng 7/2006. Tuyra i sau Nescafe, Vinacafe v Trung Nguyn nhng vi nhng n lc khng ngngca mnh th trong thi gian khng xa Vinamilk c th tm ra ch ng ca mnh trnth trng ny.

Maccoffee ca Food Empire Holadings

L nhn hiu c ph 3 trong 1 u tin xut hin ti Vit Nam. Nhng nm uca thp k 90 chng kin nhng chuyn bin mang tnh cch mng Vit Nam. theo kp bc tin ca thi i, Food Empire Holdings cho ra i MacCoffee - mtsn phm y tnh sng to gp phn thay i thi quen ung c ph ca ngi tiudng. L nhn hiu c ph 3 trong 1 u tin xut hin ti Vit Nam, vi cng thc

pha ch c o kt hp gia cc ht c ph thng hng, kem v ng, MacCoffeeem n s thun tin cho ngi yu thch c ph.



29/48

VIETHANIT N MN HC

Bn cnh 4 i th chnh trn th Vinacafe Bin Ha ang phi i mt vinhng i th cnh tranh trong nc nh: Thi Ha, An Thi, Ph Thi, CADA,VICA..

Tuy nhin 4 thng hiu trn tr nn quen thuc vi ngi tiu dng t rt lu,vic thay i thi quen l rt kh. V vy, ro cn nhp cuc ca cc i th cnh tranh

tim tng l khng cao.3.3.2.2. Nh cung cp

Hip hi C ph Ca cao Vit Nam (Vicofa) vi hn 90% sn lng c ph trongnc c xut khu, VN l nc ng th hai th gii v xut khu c ph ni chungv ng th nht v c ph Robusta, y cng chnh l nguyn vt liu chnh snxut ca Vinacaf BH, nn ngun cung trong nc l di do. Nguyn liu c ph caVinacaf BH khng nhng m bo v s lng m cn lun n nh v cht lng.Vinacaf BH l mt doanh nghip tin phong trong ngnh ch bin c ph ti Vit

Nam, vi lch s hot ng kinh doanh lu i nn cng ty c mi quan h vng chc

i vi cc nh cung cp, c s am hiu v cht lng c ph nguyn liu. Cng ty thng thu mua c ph nguyn liu da trn cc b tiu chun v cht lng do cng tyxy dng theo yu cu ca cht lng sn phm u ra. Nhng tiu chun cht lngi vi c ph nguyn liu do cng ty xy dng cao hn v nghim ngt hn tiuchun ca c ph nhn xut khu. Ngoi ra, m bo ngun cung nguyn liu nnh v c cht lng, Vinacaf BH cng u t nhiu vo cng tc t vn cho ngitrng c ph v ging, cch ch bin c ph ht c cht lng cao v u t cho ccnng trng vt t, thit b my mc ti tiu i li c ph ht trn c s hai bncng c li thng qua cc hp ng kinh t.

Xc nh c vai tr quan trng ca nguyn vt liu i vi qu trnh sn xut

kinh doanh, Vinacaf BH xy dng mt chnh sch mua hng v d tr nguyn vtliu m bo tnh an ton, linh hot v t hiu qu kinh t cao. Do c mt i ngnhn vin bm st th trng nn Cng ty ch ng thu mua lc gi thp, k hoch thumua c xy dng v thc hin theo din bin ca th trng.

3.3.2.3. Th trng v khch hng

Nhu cu c ph th gii ngy cng tng. y l yu t rt thun li cho ngnh cph tn ti v pht trin.

Vit Nam, tnh n thi im hin nay mi ch bin c khong 56.000 tn cph htnguyn liu (tng ng gn 6% tng sn lng), rt thp so vi 1 triu tn cph mngi dn sn xut ra mi nm. Thm vo , tiu dng ni a cng rt thp,cha c0,5kg/ngi/nm. V th, ngnh ch bin c ph Vit Nam rt tim nng nnmc cnh tranh l rt ln.

Hin ti, th trng c ph ha tan Vit Nam c mt s gng mt tiu biu lMaccoffee (Cng ty Food Empire Holdings - Singapore); Vinacaf (Cng ty C phnVinacaf Bin Ho); Nescafe (Nestl - Thy S); G7 (Cng ty Trung Nguyn);Rockcafe (Cng ty TNHH Quc t Cao Nguyn Xanh), bn cnh cc nhn hng nhpkhu khc nh Caf Birdy (Cng ty nc gii kht Ajinomoto Calpis (Thi Lan) vnhp khu bi Cng ty Ajinomoto Vit Nam - bt u c sn xut ti Vit Nam t

nm 2010).



30/48

VIETHANIT N MN HC

3.3.2.4. Sn phm thay th

chnh l:

- C ph ha tan ca cc n v cung ng khc.

- C ph ha tan c cht lng cao, c ch bin su, k v a dng chng loi.

- Cc loi nc ung khc.3.3.3. Xc nh c hi v e da

C hi:

- Hi nhp quc t, Vit Nam c hng nhng li ch ca t do ha thng mi.

- S pht trin nh v bo ca cng ngh thng tin.

- Nhu cu c ph trn th gii ngy cng gia tng.

e da:

- p lc t i th cnh tranh.- Yu cu v cht lng c ph ngy cng cao.

3.4. ng dng chin lc kinh doanh cho nm 2011Ma trn SWOT

MA TRN

SWOT

(Strength: S-

Weakness: W-Opportunity: O-

Threat: T)

Nhng immnh (S)

-C uy tn trn thtrng Vit Nam do lmt n v u tu cangnh c ph Vit

Nam.

- Vinacafe trthnh doanh nghipln nht v nng lcsn xut v dn u vcng ngh sn xut c

ph ha tan.- Cng ty c sc

mnh ti chnh tt nhkhon tin mt ln vkhng c n vay.

Nhng im yu (W)

-Cng tc nghin cu,pht trin v marketing chac quan tm ng mc.u t cho vic qung cov tip th cn hn ch, hinnay chi ph bn hng tip thch chim khoang t 7% -10% trn tng doanh thu minm.

- Quy m sn xut hinti cha p ng c nhu

cu ca th trng trongnhng nm ti.

-Thiu i ng chuynvin gii.

Nhng c hi (O)

-Hi nhp quc t,

Vit Nam c hngnhng li ch ca t doha thng mi.

C hin lc SO:

Vi thng

hiu mnh v uy tni vi khch hng.Cng ty c uy,

C hin lc WO:

Quy m sn xut hin ti

cha p ng c nhu cuc ph ngy cng gia tng.Cng tc nghin cu, pht



31/48

VIETHANIT N MN HC

-S pht trin nhv bo ca cng nghthng tin.

-Nhu cu c phtrn th gii ngy cng

gia tng.

th tham gia vonhng th trng khc.

Ngoi ra, hi nhpquc t, Vit Namc hng nhng li

ch ca t do hathng mi. iu nygip cng ty thmnhp vo th trngmt cch d dng.

=> Chin lctng trng tp trungtheo hng pht trinv thm nhp thtrng.

trin chin lc marketingcn yu km. Cn phi ut v ch trng hn nanhm thc y doanh strong nm 2011 v cc nmtip theo.

=> Chin lc cng c,sp xp li b my nhm tptrung ti chnh, tn dng ccc hi.

Nhng e da (T)

-p lc t i thcnh tranh.

-Yu cu v chtlng c ph ngy cngcao.

C hin lc ST:

Nh c thnghiu mnh, , u tmnh vi k thut cngngh hin i. yc xem nh l mtn by gip cng tyvt ln trc nhngcnh tranh khc lit

ca cc i th khc.=> Chin lc

tng trng tp trungtheo hng pht trinsn phm.

C hin lc WT:

Vic pht trin chinlc marketing cn yu kmcng vi p lc t i thcnh tranh, cng vic c phngy cng yu cu chtlng cao th vinacafe BHcn a ra mt chin lcnhm a dng ha sn phm,

thu ht khch hng.=> Chin lc u t

pht trin sn xut, a dngha v nng cao cht lngsn phm xut khu v trongnc.

Qua phn tch cc yu t theo ma trn SWOT cng vi vic cn c vo nhim v,phng hng v mc tiu ca Vinacafe Bin Ha nm 2011 nh sau:

nh hng chin lc 1: Chin lc tng trng tp trung theo hngpht trin v thm nhp th trng.

nh hng chin lc 2: Chin lc tng trng tp trung theo hngpht trin sn phm.

nh hng chin lc 3: Chin lc cng c, sp xp li b my nhm tptrung ti chnh, tn dng cc c hi.

nh hng chin lc 4: Chin lc u t pht trin sn xut, a dngha v nng cao cht lng sn phm xut khu v trong nc.



32/48

VIETHANIT N MN HC

3.5. La chn chin lc kinh doanh

Nhm quyt nh la chn chin lc v sn phm v l nn tng ca chinlc marketing cho Vinacafe Bin Ha, c xc nh da trn k hoch kinh doanhquy m ln hn dnh cho sn phm mi v chin lc marketing tng th cho mi sn

phm ang c trn th trng ca cng ty. Khi xem xt chnh lc sn phm a ra

mt sn phm mi, cng ty quan tm n nhng vn sau:- Sn phm c trn th trng c c ngi dn chp nhn khng?

- Sn phm mi khi tung ra th trng c thc s mi?

- Nhng im nhn c trong sn phm mi v u th vt tri so vi sn phmtrc (s cch tn hay ci tin v k thut v kiu dng).

- Sn phm mi c p ng c cc tiu ch cht lng ca cng ty a rakhng?

3.6. Xy dng chin lc lc marketing cho sn phm Love cafe ca cng ty

Vinacafe BH3.6.1. Mc tiu chin lc Marketing

Ci tin chin lc marketing thng qua cc chnh sch sn phm, chnh sch gi,chnh sch phn phi, chnh sch truyn thng c ng, gia tng ti a th phn trong

phn khc th trng mc tiu m cng ty la chn, ng thi l qung b rngri hnh nh ca sn phm, ca cng ty n khch hng nhm gi th n nh, trnhnhng phn ng bt li t i th cnh tranh.

3.6.2. Xy dng chin lc marketing

3.6.2.1. Chnh sch sn phm

- Tn sn phm:Love cafe

- L do chn tnLove cafe v ngha ca tn sn phm: Theo nghin cu nhucu ca th trng trong nhng nm qua, Vinacafe cho ra i mt sn phm honton mi vi s kt hp hon ho gia caf nguyn cht v v du du nh s mang ncho khch hng mt s mi l trong phong cch thng thc caf.

- Bao b sn phm:

Hnh 3.1. Bao b sn phm Love cafeSn phm Love cafe l mt sn phm hon ton mi trn th trng v th nhng

s khc bit t s ha quyn gia caf nguyn cht vi v du ngt ngo mong mun



33/48

VIETHANIT N MN HC

mang li cho khch hng nhng tri nghim mi l khi la chn mt tch caf cho mtngy mi.

3.6.2.2. Chnh sch gi

Cc yu t nh hng n vic nh gi Love cafe.

- Mc tiu marketing: nh gi sn phm theo mc tiu gi th n nh, trnhnhng phn ng bt li t i th cnh tranh. ng thi nh gi Love cafe c phnnhnh hn nhng sn phm khc nhm nh vo tm l ngi tiu dng Vit Nam lhng gi cao th cht lng s tt hn.

- Chin lc marketing: Lin kt cht ch vi cc chin lc khc nhm honthnh chng trnh marketing-mix ca cng ty mt cch hiu qu nht.

- c tnh sn phm: Caf ha tan cng hng v du ngt ngo, to cho ngiung mi u c v ng nhng dn dn th thy ngt, thm mi du.

- S cu v sn phm: Vi mt x hi t l gii tr cao v i sng kinh t ang

c nng cao th r rng, mc d c nhng sn phm cafe vi nhng thng hiuni ting khc trn th trng, nhng nhm tin rng cu v sn phm mi ny khng vth ny gim i, ngc li ang ngy cng tng v sn phm Love cafe ny mang y tt c cc c tnh u vit ca mt sn phm cafe chnh hiu.

- Gi ca i th cnh tranh:

Hin nay, cc sn phm ca cc i th khc nh Ramus, X-men, Romano,Drmen c gi cng kh cnh tranh.

Bng 3.2. Gi caf ca i th cnh tranh


Sn phm Khi lng(g) Gi (ng)C ph ho tan

G7 2 trong 1 - Hp15 gi 240 43.000

NesCafe 3 in 1 -m hn (20 gi x17g) 340 43.000

Vinamilk CafHa Tan 3in1 340 26.000

C ph sa 3trong 1 Maccoffee450g 450 29.000


34/48

VIETHANIT N MN HC

Phng php nh gi.

- Love cafe khi tung ra th trng vi mt nh v khch hng cao cp l gii tr,

gii doanh nhn nn vic nh gi s da trn s cm nhn ca khch hng. H s cmthy h c quan tm nhiu hn khi c mt sn phm c th p ng v tho mnc nhu cu ca h.

Chin lc gi: Love cafe s thc hin chin lc gi cho sn phm mi vnh gi theo tm l khch hng.

- Chin lc sn phm mi: Thm nhp th trng cho sn phm mi Love cafe cmt u th l sn phm ca cng ty c phn Vinacafe Bin Ha mt cng ty niting, c truyn thng lu i v sn xut cafe, to cho khch hng cm gic tin tngv an tm. Gi ca Love cafe s nhnh hn so vi sn phm cafe bnh thng iu ny

th khch hng cng d chp nhn v nhng tnh nng vt bt ca Love cafe mang li.- nh v tm l: Tm l ca ngi tiu dng Vit Nam thng th gi cao th chtlng tt. Mt khc, khi s dng sn phm Love cafe th ngi tiu dng khi nghen ci tn th h c nhng suy ngh v bn thn cn. Bn cnh vi cng thcsn xut u vit s mang n khch hng nhng hng v thm ngon v tnh to.

Da trn cc yu t , gi ca Love caf:

Bng 3.3. Gi ca sn phm mi Love cafe

3.6.2.3. Chnh sch phn phi

Chnh sch phn phi cho sn phm mi Love caf ca vinacafe Bin Ha cbn cng ging nh chnh sch phn phi ca nhng dng sn phm khc ca cng tynhng sn phm mi ny cng ty s tn cng vo th trng min trung mt thtrng y tim nng. Vic tn cng vo th trng min trung s l c hi cng tym rng thm th phn ca mnh t c th tng lng tiu th trong nc v honthnh mc tiu dn u th trng c ph Vit Nam.

S 3.2. Knh phn phi cho sn phm Love caf


Loi

Khi

lng(g) Gi(ng)Love cafe 200 39.800

CNG TY C PHN VINACAFE BIN HA

Chi nhnh min bc Chi nhnh min trung Chi nhnh min nam

Siu th i l Siu thi l

i lSiu th


35/48

VIETHANIT N MN HC

3.6.2.4. Chnh sch truyn thng c ng

3.6.2.4.1. Qung co

Ni dung thng ip qung co

Love caf tnh yu bt tny chnh l mt li ha cng nh mt mc tiu ca cng ty Vinacafe Bin Ha

khi tung ra th trng sn phm Love caf. Cng ty s phn u lm ti miphong cch thng thc ca khch hng trn th trng t tha mn nhng nhu cukh tnh nht.

Cu trc thng ip

a ra hnh nh nhm nh vo tm l ca khch hng, to cho khch hng mtnim tin vo sn phm, khi ung c cm gic ti mi, tn hng v cm nhn cv du ngt ngo nhng vn gi c v caf nguyn cht t thin nhin.

La chn phng tin qung co

Nu chi ph khng phi l mt vn quan trng i vi cng ty bn th khngcg phn vn la chn phng tin qung co. Hy s dng tt c cc phng tinqung co c sn! Tuy nhin, thc t cho thy ngay c khi c trong tay mt ngn schtng i thoi mi, lm th no c th to ra nhng qung co n tng v ngnh vn l mt thch thc ln i vi cc doanh nghip.V th, hy chn mt trong scc phng tin ti mt thi im nht nh. i khi, mt phng tin qung cot ra rt hiu qu i vi sn phm hay dch v ny nhng kt qu li khnghon ton nh mong i khi bn p dng cho sn phm hoc dch v khc. C v s

nhng yu t khc nhau lm nh hng n chin dch qungco ca cng ty - t nidung mt mu qung co trn bo cho n yu t thi tit. Do vy, n gin ch cnkim tra tnh hiu qu ca thng ip m cng ty mun truyn titrn mi phng tintruyn thng chn ra phng tin ti u. Qung co khng phi l khoa hc, n lmt ngh thut

Qung co trn truyn hnh

Trong thi gian va qua, chin lc qung co ca cng ty Vinacafe Bin Hacha tht s li du n trong lng khch hng. V th trong chin lc qung cocho sn phm Love caf cng ty s nhm n phng tin qung co ch yu l

Qung co trn truyn hnh, cng ty s s dng tht trit cng c qung co trntruyn hnh cho ngi tiu dng nhn thy c s khc bit ca Vinacafe vinhng i th cnh tranh khc.


Nh bn l

Ngi tiu dng


36/48

VIETHANIT N MN HC

Ni dung qung co

+ Cnh 1: Trong mt qun c ph rt p c trang tr rt p vi mu hng lmmu ch o, c nhiu nhm ngi v nhng cp tnh nhn ang ngi ni chuyn vinhau rt vui v. Bt cht mt thanh nin n mc bnh bao i vo. Anh chn cho mnhmt gc bn m t c th nhn ra mt h bn ngoi ang gn nhng ngn song ln

tn rt nh nhng v anh gi cho mnh mt tch c ph en. Mi ngi cng vnchuyn tr bnh thng.

+ Cnh 2: Vn l qun c ph quen thuc. Anh thanh nin bc vo, vn gc ngic, vn tch c ph en quen thuc. Anh ngi xung v vn nhn ngm phong cnhtuyt vi bn ngoi qun c ph. Bng c mt ai gi cho em 1 love caf. Anhthanh nin bt cht nhn li, l mt c gi tr cng ngi mt mnh nh anh.

+ Cnh 3: Hm nay l ch nht, qun c v ng hn thng l v anh thanh ninvn chn cho mnh tch c ph en nh mi ngy. Hnh nh ln ny anh cm thy cg tht khc bit, bn tnh t m tri dy. Anh nhn xung quanh v thy rng mi

ngi u c nhng tch c ph ging nhau. C nhn vin ni cho anh bit lLove caf.

+ Cnh 4: V sau anh gi 1 love caf mi ngi cng a tch c ph camnh v ni Love caf tnh yu bt tn.

Vi khung cnh lng mn ca qun c ph, khn gi s d nhn thy s nh nhngca nhng thc ung c phc v ti y. Mt khc, nhng tch c ph ging nhauca khch hng trong qun s gy c mt n tng cho ngi xem.

Clip qung co s c pht sng trn VTV3, VTV1, HTV7, DVTV.

Bng 3.4. Ngn sch sn xut qung co

Ni dung S lng n gi Thnh tin

Thu ekipv din vin choclip qung co

1 ekip( 1din vin chnh,quay phim, odin, m thanh,nh sng, dinvin ph)

300 triu 300 triu

Thu a

im quay clipqung co

1 qun c

ph

3 triu 3 triu

Chi ph phtsinh khc

10 triu 10 triu

Tng cng 313 triu 313 triu

Bng 3.5. Ngn sch qung co trn truyn hnh



37/48

VIETHANIT N MN HC

K

N

H

Thi impht sng

Tnsut

(ngy/tun)

Thigian tn ticlip (thng)

Thnhtin

(triu/thng)

V

T

V

1

- Trc vsau chngtrnh Cho

buisng(5h55-6h00)

- Sauchng trnh

phim truynbui sng(8h-9h)

- Trcchng trnhthi s(19h-19h55)

4

4

4

3

3

3

88 triu

68 triu

208 triu

V

TV

3

- Trc

chng trnhphim truynbuichiu(18h-18h55)

- trcchng trnhthi s buiti(19h-19h55)

- sauchng trnh24/7

- xen kvo cc gameshow buiti(20h-21h)

4

4

4

4

3

3

3

3

128 triu

208 triu

208 triu

720 triu



38/48

VIETHANIT N MN HC

H

T

V

7

- Sauchng trnh

phim truynbui sng( 7h-8h)

- Xen kvo cc gameshow buiti( 21h-22h)

4

4

3

3

80 triu

276 triu

D

V

T

V

- Trcchng trnh

phim truynbui tra(12h-

13h).- sau

chng trnhthi s

4

4

3

3

104 trieu

208 trieu

Tng chiph

2.296triu

Qung co trn internetQung co trc tuyn ang ngy mt ph bin bi Internet em li cho cc n v

tip th nhng tnhnng c bit m nhng knh thng tin khc khng c

iu tra cho thy i b phn ngi lt web s dng Internet tm hiusnphm trc khi mua. iu ny to mt c hi rt tt gy n tng vi ccthng trc khi h quyt nh m hu bao.Ngoi ra, cng ngh trctuyn cn em licho cc website kh nng theo di phn ng ca ngi tiu dngtrn mng, nh ra c nhng hnh ng thch hp. Bt kp xu hng thi i,cng ty cng s c gng s dng internet mt cch hiu qu nht.

Cng ty s lin kt vi cc website cafeviet.com, vietbao.vn, vnexpress.net v mts trang web c lng ngi truy cp ln qung co. c bit l qung co trnwebsite ca cng ty. Cng ty s dng hnh thc barner trn cc trang web ny, s dngcc hnh ng trnh s nhm chn v to nn s khc bit cho sn phm Lovecaf.



39/48

VIETHANIT N MN HC

Hnh 3.2. Qung co trn website vnexpress.net

Trn cc website m cng ty lin kt qung co, cng ty s t chc mt cuc thivit dnh cho nhng ai bit n sn phm Love caf ca Vinacafe Bin Ha. Cucthi vit mang tn Love caf- tnh yu bt tn. Trong cuc thi ny, nhng ngi thamgia s vit v nhng cm nhn, nhng xc cm ca mnh khi thng thc Love caf. c th l nhng cm gic tuyt vi, khc bit do Love caf mang li; cng c thl nhng iu cha hi lng v cht lng sn phm, dch v bn hng ca cng ty.

- Thi gian t chc cuc thi: bt u t ngy 1/6/2011- ht ngy 20/6/2011

- C cu gii thng:

+ 1 gii nht: mi gii tr gi 1 triu ng + 3 thng sn phm ca cng ty

Vinacafe Bin Ha.+ 3 gii nh : mi gii tr gi 600 nghn ng + 2 thng sn phm ca cng ty

Vinacafe Bin Ha.

+ 10 gii 3: mi gii tr gi 300 nghn ng + 1 thng sn phm ca cng tyVinacafe Bin Ha.

+ 50 gii khuyn khch: mi gii tr gi 1 thng sn phm ca cng ty VinacafeBin Ha.

Bng 3.6. Ngn sch qung co trn internet

Tiu ch Thi giantn ti

S lng (trangweb)

Thnh tin(triu ng)

Barner 1 tun 10 145.000.000

Gii thngcho cuc thi

vit

1/6/2011-20/6/2011

- 1 gii nht + 3thng sn phm

- 3 gii nh + 2thng sn phm

- 10 gii ba + 1

1.552.000

5.112.000

8.520.000

16.560.000



40/48

VIETHANIT N MN HC

thng sn phm

- 30 gii khuynkhch + 1 thng sn

phm

Tng tin 176.744.000

Ghi ch: 1 thng sn phm tr gi: 552.000 ng.

Qung co trn tp ch

i vi sn phm Love cafe th vic chn loi hnh qung co trn tp ch s tc hiu qu hn so vi qung co trn bo, do sn phm Love caf ch yu nhmn nhng i tng l gii tr, doanh nhn. Chnh v vy la chn qung co trn tp

ch s gip cho Love cafe phn on th trng chnh xc hn.

Hnh 3.3. Qung co trn tp ch

Vi hnh thc qung co trn tp ch ny, Love cafe chn mu hng lm mu cho cho mu thit k. Hnh nh v sn phm, logo v tn cng ty cng slogan Hngv ca thin nhin.

Cc mu qung co s c ng trn tp ch :

Tp ch Si Gn Tip Th

Ni dung Kch thc Gi

Nguyn trang 21 * 27 58.000.000

Tp ch Tip Th & Gia nh

Ni dung Kch thc Gi

Nguyn trang 21 * 27 65.750.000

Bng 3.7. Ngn sch qung co trn tp ch



41/48

VIETHANIT N MN HC

Phng tin

QC

tn sut

xut hinThi

gianchi ph

thng

trn tp ch

Si Gn Tip Th 1 ln/tun Th

2,4,6

58.000.000

Tip Th & Gia nh 1 ln/tun th 2 65.750.000

Tng cng 123.750.000

Qung co ngoi tri

Qung co ngoi tri l mt hnh thc qung co rt hiu qu trong vic nhc nhngi tiu dng nh n sn phm v thng hiu ca doanh nghip. Vi tn xut

c lp li nhiu ln s gip h ghi nhn hnh nh v thng ip m doanh nghipmun gi n.

Ngoi ra, h tr cho cc phng tin truyn thng khc nhm xy dng nhnthc khi sn phm mi Love cafe xm nhp vo th trng mi v nhc nh s tnti ca Vinacafe Bin Ha trn th trng nn s dng qung co ngoi tri l mthnh thc hiu qu c v mt chi ph v nhanh chng tip cn n nhng khu vc ngdn.

Hnh 3.4. Mu p phch qung co

Trong t qung co ln ny Vinacafe Bin Ha s thc hin cc mu qung

co ngoi tri v pht t ri, p - phch cc a im trung tm thnh ph ln nh:TP H Ch Minh, Nng, H Ni. Ti nhng a im ny s lng ngi qua linhiu nn hiu qu t c cao hn.

Hnh 3.5. Qung co ngoi tri



42/48

VIETHANIT N MN HC

Mu qung co ngoi tri c thit k trn phng nn mu trng vi hnh nh canhng hnh trn xp cng lc cng dy t ln nhau v hng bn phi, to cho ngixem hnh dung ging nh l nhng du vt c ph di y ly cn ng li trn bn.Bn phi mu poster l l logo v tn thng hiu Vinacafe Bin Ha vi tng mu v dng ch mu en, mu xanh l cy lm ni bt v gy n tng cho ngi xem.

Bng 3.8. Ngn sch qung co ngoi triPhng

tin

QC

tn sut

xut hin

T ri 10.000 t 3.000.000

Pano 4 ci 400.000.000

p - phch 100 ci 10.000.000

Tng cng 413.000.000

Bng 3.9. Tng ngn sch dnh cho qung co

Tiu ch Thnh tin

Ngn sch quay qung co 331.000.000

Ngn sch qung co trn truyn hnh 2.296.000.000

Ngn sch qung co trn internet 176.744.000

Ngn sch qung co trn tp ch 123.750.000

Ngn sch qung co ngoi tri 413.000.000

Tng cng 3.339.490.000

3.6.2.4.2. Quan h cng chng (PR)

PR thng dng cc phng tin trung gian (nh cc bi vit trn bo ch, ccphng s truyn hnh, truyn thanh, cc chng trnh ti tr, cc hot ng tthin),cho nn mi thng ip n vi cc nhm i tng tiu dng d c chpnhn hn, t th hin tnh thng mi hn. Ngi tiu dng khi tip nhn thng tin vhng ho, dch v thng cm thy thoi mi v d tin hn, t b cn gic hi chngqung co. iu ny s mang n nhng c hi rt tt to dng mt n tng, mts tin tng ca ngi tiu dng vi hng ho mang thng hiu c tuyn truyn.

Hot ng PR chuyn ti mt lng thng tin nhiu hn so vi cc phng tintuyn truyn, qung b khc. Ngi tiu dng c c hi nhn c lng thng tinnhiu v k hn v hot ng ca bn thn cng ty cng nh sn phm ca cng ty.Qua ngi tiu dng c th hnh dung v hng pht trin cng nh quan im cadoanh nghip trong vic quan tm n quyn li ngi tiu dng, v nhng u th casn phm m cng ty cung cp. Qua nhng hot ng PR cng ty Vinacafe BH mong

mun mang li cho ngi tiu dng nhng ci nhn tt v li ch ch thc ca cchot ng nh cc chng trnh biu din ngh thut, cc khon ng gp t thinqua n rt gn b vi ngi tiu dng v to cho ngi tiu dng s gn gi, thn



43/48

VIETHANIT N MN HC

thin hn nhiu i vi cng ty v sn phm ca cng ty. Nh t chc chng trnh canhc mt ngi v mingi vi s tham gia ca cc ca s ni ting nh: anTrng, Thy Tin, . tng thm s mi l trong bui biu din c mi thm mts din vin ni ting nh: Tng Thanh H, Lng Mnh Hi, .Dng ton b s tinthu c trao tng vo qu t thin. Ngoi ra cng ty s t chc thm bui hp bogii thiu sn phm mi Love cafe.

C th t chc hi ch trin lm c hng nm c vo t xun v, v cc l hiln vo nhng dp ny cng ty nn t chc nhng t trin lm nhm gii thiu thmsn phm mi v qung b nhiu hn na tn tui ca sn phm v Cng ty. Mi gianhng l b mt ca cng ty. Cng ty s s dng i ng nhn vin chuyn nghip, lyt b phn Marketing v nu tuyn thm phi bi dng nghip v bn hng. i ngnhn vin nng ng, nhit tnh, c phong cch s lm khch hng hi lng v PR ttnht cho cng ty.

Bng 3.10. Ngn sch PR

Tiu ch Ni dung Slng

n gi Thnhtin (triu

ng)

Hp bogii thiu snphm mi

Love caf

- Ti liu

- a im

- Bi dng

100 b

1

50phong b

20.000

10 triu

200nghn

2

10

10

Ti trchng trnh

ca nhc

- Ti tr bngtin mt

200 triu 200

Tham giahi ch trin

lm v cafe

- a im

- Trang tr

1 15 triu

10 triu

15

10

Chi phkhc

- Nc

- m thanhnh sng

15 triu 15

Tng tin 262

3.6.2.4.3. Khuyn mi



44/48

VIETHANIT N MN HC

Cng ty a ra chng trnh khuyn mi nhm thu ht khch hng nhanh chngn vi sn phm ca cng ty. Ngoi ra, y l nhng li mi cho trc tip nhm thuht khch hng c nhng hnh ng tc thi tc ng n sn phm.

Trong thng 05/2011- 08/2011, xy dng chng trnh tnh yu bt tn mt hnhthc tng t nh rt thm. C nhng l thm may mn trong cc gi caf. Khch

hng may mn s nhn c nhng phn qu ca cng ty. Cng ty cn to iu kinthun li cho vic i tem trng thng ngay ti i l hay ca hng ca cng ty. Chiph khong 150 triu.

i vi nhng i l tiu th v phn pht sn phm cho cng ty. Cng ty a racuc thi doanh s cao v qua cuc thi ny chn ra nhng i l c doanh s bn caov c nhng mn qu hay mt khong thng cho cc i l. Nhm to s n lc bnhng ca cc i l. Tng th VIP hng cc ch u i ca cng ty, chi phkhong 120 triu trong thng 08/2011 09/2011

Vi nhng hot ng khuyn mi cn mt thi gian ngn mc tiu chnh to nn

doanh thu cao v mc hiu bit sn phm tng cao.

Bng 3.11. Ngn sch khuyn mi

Hnh thc khuyn mi Thi gian Thnh tin

Khuyn mi cho ngitiu dng

05/2011 08/2011 150.000.000

Khuyn mi cho t chc 08/2011 09/2011 120.000.000

Tng cng 270.000.000

3.6.2.4.4. Marketing trc tip

T chc cc t bn hng c quy m cng vi vic pht qu hay dng th snphm lm tng thm hnh nh ca Love cafe trong tm tr khch hng v cho khchhng hiu thm v sn phm hn.

To nn s ch ca khch hng v chuyn ti thng ip n khch hng quahot ng bn hng. Gia ngi bn v ngi mua c mt s tng tc nh hng lnnhau.

Cng ty lp mt danh sch a ch nhng khch hng, qua khi c nhng muhng mi th trc tip thng bo cho h v qua cao nhng thng hiu khctrong dng sn phm ca cng ty.

Cng ty cng gi in thoi n khch hng tip xc trao i vi khch hng vsn phm mi nhm thm d phn ng ca khch hng. D tr kinh ph cho hot ngmarketing trc tip ny l 100 triu.

3.6.3. Ngn sch xy dng hot ng marketing cho sn phm Love caf ca cngty c phn Vinacafe Bin Ha



45/48

VIETHANIT N MN HC

Bng 3.12. Tng ngn sch dnh cho truyn thng c ng

Cng c Ngn sch

Qung co 3.339.490.000

Quan h cng chng 262.000.000

Khuyn mi 270.000.000

Marketing trc tip 100.000.000

Tng cng 4.081.490.000

KT LUN

Qua hn 25nm xy dng v trng thnh, Vinacafe Bin Ha khng ngngphn u vn ln v t c nhng thnh tu ht sc quan trng l tng nngsut, m rng th trng, y nhanh tc xut khu, n nh i sng cn b cngnhn vin, to vic lm cho ngi lao ng c bit l ng bo dn tc vng su,vng xa,gp phn vo s nghip pht trin kinh t t nc nht l trn a bnchin lc Ty Nguyn.

Bn cnh nhng kt qu t c Vinacafe Bin Ha cn phi i mt vi nhiukh khn, thch thc: vn, i th cnh tranh, th trng,..Bng kt qu phn tch tnhhnh chin lc marketing ca cng ty trong thi gian qua, nhm chng ti cng a ra chin lc marketing cho sn phm mi Love caf ca cng ty Vinacafe BinHa nhm gip cng ty pht trin chin lc marketing sn phm n nh sn xutv thc y hot ng xut khu, m rng th trng.

Qua bi vit ny, knh mong nhn c s ng gp kin ca Qu Thy C vcc bn n c hon chnh hn.

Xin chn thnh cm n!



46/48

VIETHANIT N MN HC

TI LIU THAM KHO

[1] Bin son Trng Th Vin; Gio trnh Marketing cn bn ca trng cao ngCNTT hu ngh Vit Hn; 2008

[2] PGS, TS. Trn Minh o; Gio trnh marketing cn bn; Nh xut bn thng kH ni; 4/2000

[3] Philip Kotler; Nhng nguyn l marketing; Bn dich ca Hunh Vn Thanh;Nh xut bn thng k; H Ni; 2004

[4] TS. Trng nh Chin; Qun tr knh marketing; Nh xut bn thng k HNi 2001

[5] TS. Nguyn Vit Lm; Nghin cu marketing; Nh xut bn gio dc ; 1999



47/48

VIETHANIT N MN HC

PHN CNG CNG VIC

STT H V Tn Cng vic Phn trm

1. ng Th Bch Hoa - Phn I: C s l lun.- Phn II:

2.1. Tng quan v cng ty

2.2. Hiu qu hot ng kinhdoanh

-Phn III:

3.3. Phn tch mi trng kinhdoanh...

3.4. nh dng chin lc3.5. La chn chin lc...

100%

2. Trn Th Ly - Phn II:

2.3.3. Chnh sch phn phi

- Phn III:

2.6.2.3. Chnh sch phn phi

100%

3. Trn Th Thu - Phn II:

2.3.1. Chnh sch sn phm2.3.2 Chnh sch gi

100%



48/48

VIETHANIT N MN HC

- Phn III:

3.1. Xc nh s mnh...

3.2. Phn tch tnh hnh hin ti...

3.6.2.1. Chnh sch sn phm

3.6.2.2. Chnh sch gi4. Trng Th Th - Lm phn mm Marketing plan

pro.100%

5. Nguyn Th M Nhn - Phn II:

2.3.4. Chnh sch truyn thng

- Phn III:

2.6.2.4. Chnh sch truyn thngc ng

100%

Documents

xây dựng marketing cho công ty bánh kẹo biên hòa