tieu luan MKT 2003

8/8/2019 tieu luan MKT 2003

1/27

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

- 3 -


2/27


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!

- 4 -


3/27


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.

- 5 -


4/27


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

- 6 -


5/27


- 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

- 7 -
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%A9m


6/27


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=1


7/27


Ta c th m hnh ha chin lc marketing mix vi s phi hp ca 4 yu

t nh sau:

- 9 -


8/27


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

- 10 -


9/27


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.

- 11 -


10/27


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

- 12 -


11/27


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

- 13 -


12/27


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

- 14 -


13/27


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

- 15 -


14/27


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:

- 16 -


15/27


- 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.

- 17 -


16/27


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

- 18 -


17/27


18/27


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

- 20 -


19/27


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

- 21 -


20/27


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

- 22 -


21/27


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

- 23 -


22/27


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

- 24 -


23/27


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.

- 25 -


24/27


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

- 26 -


25/27


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.

- 27 -


26/27


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

- 28 -
http://vi.wikipedia.org/wiki/marketing_mixhttp://tuoitre.vn/Kinh-te/27815http://vi.wikipedia.org/wiki/marketing_mixhttp://tuoitre.vn/Kinh-te/27815


27/27


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

Documents

tieu luan MKT 2003