Chien Luoc Marketing Banh Trung Thu Kinh Do

B CNG THNGTRNG I HC CNG NGHIP TP.HCM

KHOA QUN TR KINH DOANH

Tiu lun mn: Qun tr Marketing

ti:

Chin lc Marketingsn phm Bnh Trung Thu ca tp on Kinh

GVHD: Ths. Trn Phi Hong Nhm: G11 Lp HP:210703001

Tp.HCM, Thng 10/2011

NHN XT CA GIO VIN

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DANH SCH NHM MSSV

1. Phm Th Kim nh 082190812. Trn Th Kim Ba (NT) 081044013. V Th Thanh Hng 081048514. L Th Hng 081057615. Nguyn Th Bch Loan 082328916. Nguyn Th Hng Phng 081045817. Phm Ph Quc 081031018. Nguyn Th Kim Thao 081032219. Phm Th Minh Trang 0810580110.Nguyn Th Thanh Vn 0810220111.Trn Th Ngc Yn 08100071

MC LCLI M U:........................................................................................................1Chng 1: Tng quan v tp on Kinh ....................................................... 21.1 Gii thiu v cng ty Kinh ..................................................................... 21.2 Lch s thnh lp.......................................................................................... 21.3 Qu trnh pht trin..................................................................................... 31.4 Tm nhn s mnh ca cng ty................................................................ 41.5 Cc sn phm................................................................................................ 51.6 Cc cng ty thnh vin................................................................................. 51.7 Thnh tu...................................................................................................... 6

Chng 2: Phn tch mi trng kinh doanh v c hi.................................... 72.1 Phn tch tnh hung:................................................................................... 72.1.1 Phn tch mi trng vi m:................................................................. 72.1.2 Phn tch v m:....................................................................................13

2.2 Phn tch c hi ( Ma trn SWOT):......................................................... 18Chng 3: Chin lc Marketing cho bnh trung thu Kinh ....................203.1 Chin lc Marketing:...............................................................................203.1.1 Chin lc Porter:................................................................................... 20

a. Sc mnh nh cung cp:..................................................................... 20b. Sn phm thay th:..............................................................................21c. Ro cn ca cc cng ty gia nhp ngnh:..........................................21d. Sc mnh khch hng:........................................................................21e. Mc cnh tranh...............................................................................22

3.2 Mc tiu marketing:...................................................................................233.3 nh v sn phm bnh trung thu ca tp on Kinh :.................... 243.4 Phn tch hot ng Marketing ca Bnh Trunh Thu (4P).................. 293.4.1Chin lc sn phm (Product)...........................................................293.4.2Chin lc phn phi (Place)...............................................................31

a. Kinh xy dng knh phn phi a dng v rng khp:............31b. i l - knh tiu th chnh............................................................... 33c. Tip tc m rng h thng phn phi................................................33d. Chin lc phn phi Bnh Trung Thu............................................33

3.4.3 Chin lc xc tin hn hn (Promotion)......................................... 35a. Khuyn mi:........................................................................................ 35b. Qung co:............................................................................................35c. T chc s kin:................................................................................... 36

3.4.4 Chin lc Gi (Price).............................................................................37Chng 4: nh gi hiu qu ti chnh ca chin lc...................................39KT LUN........................................................................................................... 41DANH MC TI LIU THAM KHO........................................................... 42

Tiu lun Qun tr MarketingChin lc marketing bnh trung thu Kinh

Nhm TH: G11_DHQT4 1

LI M UVit Nam ang chuyn sang c ch th trng theo nh hng x hi ch

ngha c s qun l ca nh nc, trong iu kin hi nhp kinh t khu vc vth gii. Trc mi trng kinh doanh lun bin i, cnh tranh ngy cng gaygt nh hin nay, mi doanh nghip cn tm cho mnh mt hng i ng n theo kp tro lu mi, khng ngng nng cao c v th ca doanh nghiptrn thng trng. Cng vi s tng trng ca nn kinh t t nc, Kinh gt hi c khng t thnh cng, gp phn a ngnh ch bin lng thc,thc phm ca Tp.HCM ni ring v ca c nc ni chung ln mt tm cao miv sn phm chng ta khng th khng k n chnh l bnh trung thu Kinh. Tuy nhin, Vit Nam va mi gia nhp T chc Thng mi th gii (WTO),mi trng kinh doanh chc chn s c nhiu thay i, nu ch da vo cc uth v kinh nghim kinh doanh trc y th thng hiu bnh trung thu Kinh s khng th ng vng v tip tc pht trin. Ngoi ra trn th trng hin nayang xut hin rt nhiu cc i th mnh c kh nng chim ly th phn bnhtrung thu Kinh . Vi mong mun gp phn tm ra hng i nhm gi vngc v th ca Kinh trong tng lai nhm chng ti chn ti nghincu Chin lc marketing cho sn phm bnh trung thu ca cng ty Kinh .Trn c s phn tch mi trng v m, cc i th cnh tranh ch yu, phn tchc hi, nhng mc tiu marketing ca Kinh tm ra chin lc marketingph hp, a ra nhng chng trnh hnh ng gip bnh trung thu Kinh givng v th, khng ngng ln mnh v Kinh s tr thnh mt tp on kinh tln mnh ca Vit Nam.Kt cu ca tiu lun:- Chng 1: Tng quan v tp on Kinh .- Chng 2: Phn tch mi trng kinh doanh v c hi.- Chng 3: Chin lc marketing cho sn phm bnh trung thu Kinh .- Chng 4: nh gi hiu qu ti chnh ca chin lc.


Nhm TH: G11_DHQT4 2

Chng 1: TNG QUAN V TP ON KINH 1.1 Gii thiu v cng ty Kinh Tr s chnh: 141 Nguyn Du, Bn Thnh, Qun 1, Tp. H Ch Minh, Vit Nam

Tel.: (84) (8) 38270838Fax: (84) (8) 38270839Email: [email protected]: www.kinhdo.vn

Cng ty c phn Kinh l cng ty ln chuyn sn xut v kinh doanhthc n nh ti Vit Nam. Cc mt hng chnh ca cng ty gm cc loi bnh,ko v kem. Hin nay Kinh l mt trong nhng cng ty t nhn c li nhunvo hng cao nht trong cc cng ty nim yt trn th trng chng khon tiVit Nam. Cc thnh vin hi ng qun tr cng ty c cc bo ch Vit Nambnh chn l nhng c nhn giu nht Vit Nam da trn ti sn chng khon.

Cng ty Kinh hin l cng ty sn xut v ch bin bnh ko hng uti th trng Vit Nam vi 7 nm lin tc c ngi tiu dng bnh chn lHng Vit Nam cht lng cao. H thng phn phi ca Kinh tri khp 64tnh v thnh ph vi 150 nh phn phi v gn 40.000 im bn l. Sn phmca Kinh c xut khu sang th trng 20 nc trn th gii nh M,Chu u, c, Trung ng, Singapore, i Loan, vi kim ngch xut khu phnu t 10 triu USD vo nm 2003.

1.2 Lch s thnh lpCng ty TNHH xy dng v ch bin thc phm Kinh thnh lp nm

1993. Ban u l phn xng sn xut bnh snack nh ti Ph Lm, Qun 6,Thnh ph H Ch Minh vi vn u t l 1,4 t VN v khong 70 cng nhnvin. Lc by gi, cng ty c chc nng sn xut v kinh doanh cc mt hngbnh Snack, mt sn phm mi i vi ngi tiu dng trong nc.


Nhm TH: G11_DHQT4 3

1.3 Qu trnh pht trinNm 1993 v 1994 l ct mc cho s trng thnh ca cng ty, qua vic

thnh cng trong sn xut, kinh doanh bnh Snack (th trng bnh Snack tithi im ch yu l ca Thi Lan). Sau qu trnh nghin cu kho st nhucu th trng, BG Cty quyt nh tng vn php nh ln 14 t VN, nhpdy chuyn sn xut bnh Snack vi cng ngh ca Nht bn tr gi trn 750.000USD. Vic sn xut v tung ra sn phm Bnh Snack Kinh vi gi r, mi vc trng.

T 1996- 2000, cng ty lin lc rt vn v u t cng ngh sn xut, mrng qui m trn khp Bc, Trung, Nam v thnh cng vi nhiu loi sn phmmi nh: ko cng, bnh Cookies, bnh Cracker, ko Chocolate

Nm 2001 c xc nh l nm xut khu ca Cng ty Kinh . Cng tyquyt tm y mnh hn na vic xut khu ra cc th trng M, Php, Canada,c, i Loan, Singapore, Campuchia, Lo, Nht, Malaysia, Thi Lan. Nm2001, cng ty m rng xut khu ra th gii v thnh cng ln. Trong khi ,nhn hiu Kinh cng ph khp cc tnh thnh trong nc. Nm 2002, snphm v dy chuyn sn xut ca cng ty c BVQI chng nhn ISO 9002 vsau l ISO 9002:2000. Cng vi vic vn iu l c nng ln 150 t VN,cng ty bt u gia nhp th trng bnh Trung Thu v i tn thnh Cng ty cphn Kinh .

Bt u t ngy 01/10/2002, Cng Ty Kinh chnh thc chuyn th tCng ty TNHH Xy dng v Ch Bin Thc Phm Kinh sang hnh thcCng ty C Phn Kinh .

Sn lng tiu th nm sau lun tng gp i so vi nm trc. Kinh hin c mt mng li 150 nh phn phi v trn 30.000 im bn l rng khpc nc. Tc pht trin knh phn phi hng nm tng t 15% n 20%.

Nm 2003, Kinh chnh thc mua li cng ty kem Wall's Vit Namca tp on Unilever t Anh Quc v thay th bng nhn hiu kem Kido's.

c bit nm 2010, Kinh tin hnh vic sp nhp Cng ty CBTPKinh Min Bc (NKD) v Cng ty Ki Do vo Cng ty C Phn Kinh


Nhm TH: G11_DHQT4 4

(KDC). nh hng ca Kinh l thng qua cng c M&A, s m rng quym ngnh hng thc phm vi tham vng l s tr thnh mt tp on thc phmc quy m hng u khng ch Vit Nam m cn c v th trong khu vc ngNam .

Song song , vi vic nh hng pht trin tr thnh mt tp on angnh, Kinh cng m rng sang nhiu lnh vc khc nh u t kinh doanhbt ng sn, ti chnh v pht trin h thng bn l. Theo , cc lnh vc cmi tng quan h tr cho nhau, Cng ty m gi vai tr chuyn v u t tichnh, cc cng ty con hot ng theo tng lnh vc vi cc ngnh ngh c ththeo hng pht trin chung ca Tp on.

1.4 Tm nhn s mnh ca cng tyVi nhit huyt, c sng to, tm nhn xa trng rng cng nhng gi tr

ch thc, chng ti khng ch to ra m cn gi gm nim t ho ca mnh vonhng sn phm v dch v thit yu cho mt cuc sng trn vn.Slogan: Hng v cho cuc sngS mnh:

S mnh ca Kinh i vi ngi tiu dng l to ra nhng sn phmph hp, tin dng bao gm cc loi thc phm thng dng, thit yu, cc snphm b sung v ung. Chng ti cung cp cc thc phm an ton, thm ngon,dinh dng, tin li v c o cho tt c mi ngi lun gi v tr tin phongtrn th trng thc phm.

Vi c ng, s mnh ca Kinh khng ch dng vic mang li mcli nhun ti a trong di hn m cn thc hin tt vic qun l ri ro t lmcho c ng an tm vi nhng khon u t.

Vi i tc, s mnh ca Kinh l to ra nhng gi tr bn vng cho ttc cc thnh vin trong chui cung ng bng cch m bo mt mc li nhunhp l thng qua cc sn phm, dch v y tnh sng to. Chng ti khng chp ng ng xu hng tiu dng m cn tha mn c mong c ca khchhng.


Nhm TH: G11_DHQT4 5

Chng ti lun m mm v to mi iu kin tha mn cc nhu cuv k vng trong cng vic nhm pht huy tnh sng to, s ton tm v lngnhit huyt ca nhn vin. V vy Kinh lun c mt i ng nhn vin nngng, sng to, trung thnh, c kh nng thch nghi cao v ng tin cy.

gp phn pht trin v h tr cng ng, chng ti ch ng to ra,ng thi mong mun c tham gia v ng gp cho nhng chng trnhhng n cng ng v x hi.S t chc

Ch tch hi ng qun tr kim tng gim c iu hnh: Trn KimThnh. ng c bo ch Vit Nam bnh chn l ngi giu th 10 Vit Namda trn chng khon. Gia tc nh ng cng s hu mt trong s nhng ti snchng khon nhiu nht nc, c nhiu ngi v ging nh "Gia nh Walton"s hu tp on Wal-Mart ca M.

Ph ch tch kim Tng gim c: Trn L Nguyn. ng l em trai cang Trn Kim Thnh, ng th 24 trong bng xp hng trn. Ph tng gim c:Vng Ngc Xim, Vng Bu Linh. Hai b ny cng l v ca ng Trn KimThnh v ng Trn L Nguyn v ng v tr 14 v 15 nhng ngi ph n giunht Vit Nam da trn c phiu.

1.5Cc sn phmBnh Cookie, Bnh Snack, Bnh Cracker AFC Cosy, Ko S c la, Ko

cng v ko mm, Bnh m mn, ngt, Bnh bng lan, Bnh kem, Kem Kido's , Bnh Trung Thu Kinh , S c la.

1.6 Cc cng ty thnh vinTri qua qu trnh 10 nm xy dng v pht trin, n nay cng ty Kinh

c 4 cng ty thnh vin vi tng s lao ng hn 6000 ngi:

Cng ty c phn Kinh ti TP.HCM Cng ty c phn ch bin thc phm Kinh min Bc Cng ty TNHH xy dng v ch bin thc phm Kinh H thng Kinh

Bakery:


Nhm TH: G11_DHQT4 6

Cng ty c phn kem KI DO Cng ty CP Thc phm Kinh Si Gn: Cng ty C phn Kinh Bnh Dng Cng ty C phn thng mi v Hp tc quc t1.7 Thnh tu

Nm 2009, thng hiu Kinh lin tip c mt trong hu ht cc bngxp hng danh gi nht v mc ni ting ca thng hiu cng nh mc tin tng, nh gi cao ca ngi tiu dng.

TOP 10 Thng hiu ni ting ti Vit Nam, xp hng nht trong ngnhthc phm. Chng trnh ny do VCCI & Neilsen Vit Nam phi hp t chcda trn nghin cu ngi tiu dng bnh chn cho 500 thng hiu. TOP 500doanh nghip ln nht Vit Nam v Top 100 doanh nghip t nhn ln nht VitNam (theo doanh thu) nm 2009 do bo VietNamNet & Cng ty VietNam Reportbnh chn. Cp vng Thng hiu vng an ton v sinh thc phm.Gii thngDoanh nghip ng dng h thng qun l cht lng ton din (TQM) xutsc.Danh hiu: Hng Vit Nam cht lng cao 14 nm lin do ngi tiu dngbnh chn. Danh hiu Sn phm Tin & Dng 2009 v danh hiu Sn phmVit Nam tt nht nm 2009 do ngi tiu dng bnh chn. B GD & T tngbng khen: n v c nhng ng gp xut sc cho s nghip gio dc.Giithng Thng hiu uy tn sn phm v dch v cht lng vng do ngitiu dng bnh chn, B Cng Thng ch tr t chc.Gii thng Thng hiumnh Vit Nam nm 2009 do Thi Bo Kinh T Vit Nam phi hp Cc XcTin Thng Mi (B Cng Thng) t chc v bnh chn.


Nhm TH: G11_DHQT4 7

Chng 2: PHN TCH MI TRNG KINH DOANH V C HI2.1 Phn tch tnh hung:2.1.1 Phn tch mi trng vi m:

Khch hngThng thng doanh nghip s b nh hng bi quy m nhu cu sn phm

hoc dch v hin ti v tim nng, li ch mong mun, th hiu, kh nng thanhton ca khch hng. Cc doanh nghip thng quan tm n nhng thng tinny nh hng tiu th.

Sc p v gi cCuc sng ngy cng pht trin, ngi dn cng c thm nhiu s la chn

trong vic mua sm hng ha, thc phm... Bn cnh , mc thu nhp l c hn,ngi tiu dng lun mun mua c nhiu sn phm vi chi ph b ra l t nhtnn gi c ca hng ha lun l mi quan tm ln ca ngi tiu dng. Ngitiu dng lun c xu hng mun mua hng gi r nhng cht lng tt.

p lc v cht lng sn phmTp on a quc gia Millward Brown (Millward Brown l tp on chuyn

v qung co, truyn thng tip th, truyn thng i chng v nghin cu gi trthng hiu, c 75 vn phng t ti 43 quc gia) phi hp vi cng ty nghincu th trng Customer Insights va cng b 10 thng hiu thnh cng ti VitNam gm: Nokia, Dutch Lady, Panadol, Coca Cola, Prudential, Cool air, Kinh, Alpeenliebe, Doublemint v Sony. Bo co cng ch ra 10 thng hiu ctim nng pht trin mnh trong tng lai l Kinh , Flex, Sachi (tn sn phmSnacks ca Kinh ), S x, Bo Vit, bia H Ni, Vinamilk, Milk, 333 v Jak.Kt qu ny c nghin cu trn 4.000 ngi tiu dng ti H Ni v TP HCM,vi phng php Barnd Dynamics l cng c o lng gi tr thng hiu caMillward Brown. Nhm nghin cu phng vn ngi tiu dng nh gi tngcng 60 thng hiu v 10 loi sn phm. Kt qu kho st cho thy, Kinh ldoanh nghip duy nht trong ngnh sn xut bnh ko c ngi tiu dng quan


Nhm TH: G11_DHQT4 8

tm v yu thch. Tuy nhin, p lc v s thay i s la chn i vi cc snphm khc vn lun tn ti nu Kinh khng tip tc to ra nhng sn phmv dch v tt nht cho ngi tiu dng.

Nh cung cpSc p v cht lng ngun nguyn liu. Nh cung cp c th khng nh

quyn lc ca h bng cch e do tng gi hoc gim cht lng sn phm dchv cung ng. Cc i tng doanh nghip cn quan tm l: nh cung cp nguynvt liu, thit b, vt t; nh cung cp ti chnh cc t chc tn dng ngn hng;ngun lao ng.

Gi cKinh s dng ngun nguyn liu trong nc v nhp khu. Thng thng

Kinh mua hng vi s lng t hng ln nn sc mnh m phn cao.

Tin giao hngCng ty Kinh k kt hp ng vi nh cung cp ht sc cht ch do

tin giao hng lun c m bo. Bn cnh , cng ty cn lm tt cng tclp k hoch s dng nguyn vt liu nn cng ty lun ch ng m bonguyn liu cho sn xut.

S lng nh cung cpNh cung cp nguyn liu ca Kinh c th chia ra thnh nhiu nhm

hng: nhm bt, nhm ng, nhm b sa, nhm hng liu, nhm ph gia hocht Sau y l mt s nh cung cp cung cp cc nhm nguyn liu chnh choKinh :

- Nhm bt: Nh cung cp bt m Bnh ng, i Phong- Nhm ng:nh my ng Bin ho, ng Juna, ng Bonborn, nh my ng PhYn

- Nhm b sa: nhm hng ny Kinh ch yu s dng t nc ngoithng qua vic nhp trc tip v qua nh phn phi hoc i l ti Vit nam.


Nhm TH: G11_DHQT4 9

- Nhm hng liu, ph gia ho cht: s dng ch yu t nc ngoi,Kinh mua thng qua vn phng i din hoc nh phn phi ti Vit Nam,mt s hng hng liu m Kinh ang s dng l: Mane, IFF, Griffit, CornellBros

V bao b: Kinh ch yu s dng bao b trong nc. Cc loi bao b Kinh s dng l: bao b giy, bao b nha v bao b thit. Cc nh cung cp chyu ca Kinh i vi bao b l: Visinpack (bao b giy), Tn Tin (bao bnha), M Chu (bao b thit).

i th cnh tranh hin tiHin nay trong ngnh sn xut bnh ko c nhiu nh sn xut vi quy m

sn xut kinh doanh nhiu mc khc nhau. Mt khc, cc sn phm bnhko rt a dng v phong ph.

Lun to p lc giKhi c nhiu i th cng sn xut trong mt ngnh hng, doanh nghip

lun phi i mt vi p lc gim gi bn sn phm nng cao sc cnh tranh.Cc chnh sch khuyn mi cng l mt vn lm au u cc nh qun ldoanh nghip.

Cht lng sn phmTrong ngnh hng sn xut bnh ko, c rt nhiu cng ty tham gia hot ng.

Vi ngun cung phong ph nh vy, lm th no sn phm ca cng ty Kinh c th ng vng v pht trin trn th trng? Gi c l mt vn quantrng, song cht lng ca sn phm cn quan trng hn gp nhiu ln. Ngitiu dng khng chp nhn vic b ra mt khon tin mua mt sn phm kmcht lng. Cht lng ca sn phm bnh ko Kinh ngy cng c chtrng nhiu hn v phi lun m bo yu cu v sinh an ton thc phm.

S thay i quy m th trngC th khng nh rng hin nay mc cnh tranh ca Kinh trn th

trng Vit Nam kh tt. Tuy nhin, khng ai c th khng nh rng sc cnh


Nhm TH: G11_DHQT4 10

tranh ny l tuyt i. Sau y l mt s nh sn xut c th cnh tranh vi Kinh

Cng Ty C Phn Bnh Ko Bin Ha (Bibica)Cc chng loi sn phm chnh: Bnh quy, bnh cookies, bnh layer cake,

chocolate, ko cng, ko mm, ko do, snack, bt ng cc dinh dng, bnhtrung thu, mch nha Vi mc tiu hot ng l lun hng n sc kho v lich ca ngi tiu dng, Bibica hp tc vi Vin Dinh Dng Vit Nam nghin cu cc sn phm cho ph n mang thai, tr em, nhng ngi b bnh tiung hoc bo ph. Bibica hot ng vi chnh sch cht lng Khch hng ltrng tm trong mi hot ng.

V nng lc v cng ngh sn xut: vi sn phm ko cng v ko mmBibica sn xut trn cc dy chuyn lin tc vi cc thit b ca Chu u. Vinng sut : 10.000 tn/nm, Bibica l mt trong nhng nh sn xut ko ln nhtca Vit nam. Do c sn xut t cc ngun nguyn liu cht lng cao, cbit l mch nha, nn sn phm ko cng ca Bibica c hng v kh tt.

Sn phm layer cake (bnh bng lan kp kem) c sn xut trn dychuyn thit b ca : ng b, khp kn, p dng cc nguyn tc m bo anton v sinh thc phm vi sn lng hng nm hn 1500 tn.

Sn phm chocolate ca Bibica cng c sn xut theo cng ngh vthit b ca Anh. Sn lng hng nm khong 600 tn chocolate cc loi. Ngoicc sn phm trn, Bibica cn c cc sn phm khc: bnh biscuit cc loi, bnhcookies, bnh xp ph chocolate, snack cc loi, ko do... Tng cng hng nm,Bibica cung cp cho th trng khong 15.000 tn bnh ko cc loi.

Cng ty Bnh Ko Qung NgiCng ty Bnh ko Qung Ngi thuc Cng ty ng Qung Ngi B Nng

nghip & Pht trin Nng thn l mt n v chuyn sn xut v kinh doanhBnh ko nm Min Trung t nc. Bnh ko Qung Ngi hn 10 nmc ngi tiu dng c nc bit n l mt sn phm cao cp vi a dngchng loi nh: Ko cc loi: ko cng tri cy, ko cng sa, ko cng scla,



ko xp tri cy, ko mm sa b, ko mm scla, ko xp cm, bnh quy,bnh biscuits cc loai, bnh Crackers, bnh mm ph chocolate. Mi nm nhmy sn xut gn 10.000 tn sn phm cc loi. Cng ty bnh ko Qung Ngihot ng vi phng chm cht lng sn phm v v sinh an ton thc phmlun l mi quan tm hng u.

Nng lc v cng ngh sn xut: Sn phm Bnh mm phChocolate( Chocovina) ca cng ty sn xut trn dy chuyn cng ngh v thitb ca Hn Quc. Dy chuyn sn xut Chocovina ng b v khp kn, p dngnghim ngt cc tiu chun v cht lng v nguyn tc m bo V sinh Anton Thc phm. Hng nm dy chuyn Chocovina c kh nng sn xut: 2.500tn sn phm. Sn phm Cookies sn xut trn dy chuyn cng ngh an Mch.Nng sut: 5.000 tn sn phm/nm.

Sn phm Ko cng v Ko mm c sn xut trn dy chuyn cng nghca i Loan. Nng sut dy chuyn Ko cng: 600 tn/nm, nng sut dychuyn Ko mm: 2.500 tn/nm.

Sn phm Snack c sn xut trn dy chuyn cng ngh ca i Loan.Nng sut: 1.500 tn/nm.

Cng ty VinabicoVinabico hot ng trong lnh vc Sn Xut v Kinh Doanh cc mt hng

bnh ko v thc phm ch bin. Sn phm ca Vinabico bao gm cc loi bnhquy, bnh Snack, bnh Pilu, bnh Trung Thu, bnh ngt cc loi, bnh ci caocp, bnh m, bnh sinh nht, ko do Jelly, ko Nougat, ko mm, ko trang trcc loi v.v. Nhng sn phm ca Vinabico c sn xut trn dy chuyn mymc v cng ngh nhp t cc nc nh Nht, c v . Cng vi cng nghch bin tin tin ca Nht Bn, thng qua h thng qun l cht lng ISO9001:2000, Vinabico hot ng vi phng chm Cht lng cao - Gi c hpl.



Cng ty Bnh Ko Hi HCng ty c phn bnh ko Hi H ty c thnh lp t nm 1960 tin thn l

mt x nghip nh vi cng sut 2000 tn/ nm, nay pht trin thnh Cng tyC phn Bnh ko Hi H vi qui m sn xut ln ti 20.000 tn/ nm.

Cc lnh vc hot ng: Sn xut, kinh doanh trong v ngoi nc bao gmcc lnh vc bnh ko v ch bin thc phm, kinh doanh xut nhp khu: ccloi vt t sn xut, my mc thit b, sn phm chuyn ngnh, hng ho tiudng v cc loi sn phm hng ha khc, u t xy dng, cho thu vn phng,nh , trung tm thng mi. Cc sn phm bnh ko chnh ca cng ty l: bnhquy, bnh ko hp, bnh kem xp, bnh Crackers, v ko cc loi.

i th tim ni th cha c mt trn th trng Vit Nam nhng tng lai s xut hin v

kinh doanh cng sn phm ca Cng ty.Bn cnh nhng i th tim nng chunb xm nhp ngnh, Kinh s phi i mt vi nhng i th rt mnh c thmnin trong hot ng sn xut kinh doanh bnh ko khi vic gia nhp AFTA,WTO nh Kellog, cc nh sn xut bnh Cookies t an Mch, Malaysia ith c mt trn th trng Vit Nam, kinh doanh khc sn phm ca cng tynhng tng lai s kinh doanh cng sn phm ca Cng ty.

i th mi tham gia kinh doanh trong ngnh c th lm gim li nhun cadoanh nghip do h a vo khai thc cc nng lc sn xut mi, vi mongmun ginh c th phn v cc ngun lc cn thit. Vn t ra i vidoanh nghip l phi duy tr hng ro hp php ngn cn xm nhp t bn ngoi.Nhng ro cn ny bao gm: li th kinh t theo quy m, s khc bit ca snphm, kh nng tip cn vi knh phn phi, cc i hi v vn, chi ph chuyni Vi nhu cu v thc phm ngy cng tng, cng thm nhng chnh sch ui u t ca nh nc v hiu qu cao trong hot ng kinh doanh bnh ko,ngy cng c nhiu nh u t tham gia lnh vc sn xut kinh doanh ny. C thni trong lnh vc thc phm, ro cn quan trng cho cc i th mi nhp ngnh



l tim lc v ti chnh kh kh nng v vn. V y l mt yu t rt quan trngtrong qu trnh u t nghin cu sn phm, u t cng ngh, qung b snphm n ngi tiu dng. i vi Kinh , tim lc v ti chnh gip chocng ty to ra s khc bit trong vic a dng ho sn phm, to ra cc sn phmc gi c v cht lng cnh tranh nh u t ng mc.

2.1.2 Phn tch v m:Dn s

Nhn t u tin cn phn tch l dn s, bi v con ngi to nn th trng.Dn s Vit Nam hin nay gn 87 triu ngi, l mt th trng tiu th rng ln,s di c t khu vc nng thn vo cc trung tm th ln s c nh hng quantrng n thi quen tiu dng trong nhiu nm ti. D on nm 2020, dn sVit Nam s ng th t Chu , ch sau Trung Quc, n v Indonesia. Tl pht trin ny s mang li mt vi xu hng tiu dng mi v nhng thay itrong thi gian sp ti, k c vic nhn i lc lng lao ng cng nh nhn is lng nhng ngi a ra quyt nh v s ngi tiu th; kiu h gia nhnh hn s kch thch hn na vic tiu dng. Thu nhp bnh qun u ngi Vit Nam vt qua c con s 1000USD/ ngi/ nm. Cuc sng ngy cngpht trin, ngi dn cng c thm nhiu s la chn trong vic mua sm hngha, thc phm.

Yu t kinh tHot ng ca doanh nghip lun lun b nh hng bi nhng din bin ca

mi trng v m. Cc yu t c bn thng c quan tm l:- Li sut v xu hng ca li sut trong nn kinh t. Vn ny c nh

hng n xu th tit kim, tiu dng, u t trong dn chng, do vy s c nhhng n hot ng ca doanh nghip. Hin nay mc li sut cho vay nngnghip, nng thn v xut khu khong 16-21%/nm, cho vay sn xut - kinhdoanh khc khong 18-22%/nm. Thi gian qua, nhiu ngn hng thng mi c nhng chng trnh tn dng vi mc li sut u i t 17-18%/nm ginhcho cc i tng u tin nh: kinh t nng nghip, doanh nghip va v nh,doanh nghip xut khu. Qua kho st th trng, li sut cho vay VN hin nay



ph bin mc t 20,5% - 22%/nm. Li sut cho vay ca nhiu NH i vi ccDN sn xut, xut khu trong nhiu lnh vc s gim xung mc 17 - 19%. kp thi h tr sn xut cho cc doanh nghip, thc hin ch o ca Thng cNgn hng Nh nc v cc gii php gim dn mt bng li sut gp phn kimch lm pht, n nh kinh t v m, bo m an sinh x hi theo Ngh quyt11/NQ-CP ngy 24/2/2011 ca Chnh ph. Trong khi , Ngn hng nh nccng quy nh li sut tin gi ti a l 14%/nm.

- Xu hng ca tng sn phm quc ni v tng sn phm quc dn. y ls liu th hin tc tng trng ca nn kinh t v tc tng thu nhp bnhqun tnh trn u ngi. Nhng ch tiu ny s cho php doanh nghip clng c dung lng ca th trng cng nh th phn ca doanh nghip.Tnh chung c nm 2010, tng sn phm trong nc tng 6,7%. Trong , khuvc nng, lm nghip v thy sn tng 3,2%; khu vc cng nghip v xy dngtng 10,2%; khu vc dch v tng 8,2%. Nn kinh t Vit Nam vn ang trn tng trng kh thnh cng.

Nm GDP theo t gi(t USD)

GDP t gi theou ngi (USD)

Tng trng

2007 71,4 823 8,5%

2008 89,55 1052 6,2%

2009 91,53 1064 5,3%

2010 98,56 1133 6,7%

2011 101,82 1157 7%

(S liu nm 2011 l d kin)- Xu hng ca t gi hi oi: s thay i t gi hi oi c th nh

hng trc tip n hot ng xut nhp khu v hot ng ca c nn kinh t.T gi gia ng USD v ng Vit Nam c xu hng ngy cng tng t 17,486



(nm 2008)18,435 (nm 2009)19,500 (nm 2010)22000 (nm 2011). Nhvy cc doanh nghip xut khu s c li nhiu hn cc doanh nghip nhp khu.

- Xu hng tng, gim thu nhp thc t bnh qun u ngi v s giatng s h gia nh. Xu hng ny s tc ng trc tip n quy m v tnh chtca th trng trong tng lai cng nh s tc ng n hot ng kinh doanhca doanh nghip. Chng hn, khi thu nhp thc t bnh qun u ngi tng ln,ngi tiu dng khng nhng ch trng n cht lng sn phm m cn quantm n cht lng dch v. Do vy doanh nghip mt mt phi quan tm nvic ci tin sn phm, mt khc phi quan tm n vic thc hin, ci tin cngnh m rng thm cc dch v mi nhm p ng yu cu ca khch hng. Bncnh , cc ngnh doanh v s pht trin mnh hn.

- Lm pht: tc u t vo nn kinh t s ph thuc vo mc lm pht.Vic duy tr mt mc lm pht va phi c tc dng khuyn khch u t vonn kinh t. kch thch s tng trng ca th trng. T l lm pht ca VitNam thng 7/2011 l 22%, thng 8/2011 l 23% v Chnh ph ang c gngkim ch t l lm pht nm 2011 dng li con s 15%.

iu kin t nhiniu kin t nhin bao gm v tr a l, kh hu, cnh quan, t ai, ti

nguyn thin nhin, s trong sch ca mi trng nc v khng khC th ni cc iu kin t nhin lun l yu t quan trng trong cuc sng

con ngi, mt khc cng l yu t u vo quan trng ca nhiu ngnh kinh tnh: nng nghip, cng nghip khai thc khong sn, du lch, vn ti, ch binthc phm

Trong thp nin gn y, nhn loi ang phi i mt vi s nhim ca mitrng ngy cng tng, s cn kit v khan him cc ngun ti nguyn v nnglng, s mt cn bng v mi trng sinh thi

Yu t cng nghS pht trin trn thc s to iu kin ht sc thun li cho giao

thng quc t v phng din thi gian cng nh chi ph. Tuy nhin ti Vit



Nam hin ti, tnh trng cng ngh cn ht sc lc hu, cha c u t i minhiu, thiu trang thit b tinh ch mang tnh hin i do cht lng sn phmkhng ng u, nng sut thp dn ti gi thnh cao lm gim sc cnh tranhca sn phm. T l s dng cng ngh cao trong cng nghip ca nc ta hinnay mi chim khong 20%, trong khi ca Phi-li-pin l 29%; Thi Lan 31%; Ma-lai-xi-a 51%, Xin-ga-po 73%. Vi trnh trng nh vy khi hi nhp kinh t, nukhng chun b i mi cc doanh nghip Vit Nam s rt kh khn trong victo ra sn phm cnh tranh c trn th trng. Mt c im ht sc quantrng cn phi cp ti Vit Nam hin nay l i ng cn b k thut, qun l,cng nhn phn ln khng c o to y theo yu cu mi. c bit, thiui ng cn b c trnh , c ngoi ng tip cn vi nhng tin b ca khoahc k thut th gii.

Chnh tr - php lutVit Nam hin nay l mt nc theo ch x hi ch ngha. Nn kinh t

Vit Nam l nn kinh t hng ha nhiu thnh phn theo c ch th trng theonh hng X hi Ch ngha. Mi trng chnh tr n nh, h thng php lutngy cng c hon thin to iu kin thun li cho cc doanh nghip kinhdoanh.

Hin nay, Vit Nam thit lp quan h ngoi giao vi 171 quc gia thuc ttc cc chu lc (Chu - Thi Bnh Dng: 33, Chu u: 46, Chu M: 28,Chu Phi: 47, Trung ng: 16), bao gm tt c cc nc v trung tm chnh trln ca th gii. Vit Nam cng l thnh vin ca 63 t chc quc t v c quanh vi hn 500 t chc phi chnh ph. Vai tr trn trng quc t ca Vit Namc nng cao l tin tt, to iu kin thun li cho cc doanh nghip VitNam y mnh xut khu , trong c Cng ty Kinh . ng thi cng mangli cho cng ty Kinh nhng thch thc ln khi phi cnh tranh vi cc snphm cng loi ca cc cng ty nc ngoi nhp khu vo Vit Nam.

Chnh ph c nhng chnh sch iu chnh thng mi theo nhng quy tc,lut l chung quc t, c bit l cc vn lin quan n giao dch thng minh th tc hi quan, chnh sch cnh tranh. Chnh sch u i thu thu nhp



doanh nghip i vi cc doanh nghip nim yt trn th trng chng khon.Nh vy, vic nm bt nhng quan im, nhng quy nh, u tin, nhngchng trnh chi tiu ca chnh ph cng nh thit lp mi quan h tt vi chnhph s gip cho doanh nghip tn dng c nhng c hi v gim thiu nhngnguy c do mi trng ny gy ra.

Lng ca ngi lao ng tng ln: thng 05/2010, Chnh ph tng mclng ti thiu ln 730.000 /thng s lm cho sc mua ca c nc phn noc tng ln ng k. Tuy nhin n cng lm cho cng ty CP Kinh phi tngchi ph do qu lng tng ln.

Vn ha x hiVit Nam l quc gia c nhiu loi hnh tn ngng, tn gio. Vi v tr a l

nm khu vc ng Nam c ba mt gip bin, Vit Nam rt thun li trongmi giao lu vi cc nc trn th gii v cng l ni rt d cho vic thm nhpcc lung vn ho, cc tn gio trn th gii.c tnh, hin nay Vit Nam ckhong 80% dn s c i sng tn ngng, tn gio, trong c khong gn 20triu tn ca 6 tn gio ang hot ng bnh thng, n nh, chim 25% dns. Ngi Vit c cc hnh thc tn ngng dn gian nh th cng ng b t tin,th Thnh hong, th nhng ngi c cng vi cng ng, dn tc, th thn, ththnh, nht l tc th Mu ca c dn nng nghip la nc. Trong nhng sinhhot tn gio th thng c chun b thc n v bnh ko l mt phn khng ththiu. S a dng v tn gio v th cng theo tin ngng cng to iu kin ttcho ngnh sn xut bnh ko pht trin.

Quan nim sng hin nay c s thay i rt nhiu, cng vi vi sng ngycng ci thin l nhu cu sng ngy cng cao hn. Ngi dn quan tm nhiuhn n nhng tiu chun an ton thc phm, mc cht lng, v sinh ca snphm, c bit l thc phm. Ngi tiu dng Vit Nam s cn quan tm nhiuhn na n sc kho, n cc thnh phn v cc nhn hiu chng hn nh hmlng cht bo thp hoc hm lng cholesterol thp. S thch i du lch cangi dn cng l mt im ng ch i vi cc nh sn xut bnh ko. Du



lch gia tng ko theo l vic gia tng cc nhu cu thc phm ch bin sn nichung v bnh ko ni ring.

2.2 Phn tch c hi ( Ma trn SWOT):

Cn c vo nhng phn tch v mi trng v m, vi m v mi trng ni b,Cng ty s dng phng php ma trn SWOT nh gi cc im mnh,im yu, c hi v thch thc i vi cng ty t l c s quyt nh lachn cc chin lc pht trin ph hp.

Biu din Ma trn SWOT ca Cng ty C phn Kinh :

MA TRN SWOT

C hi (O) Nguy c (T)

1. Kinh t trong nc phttrin n nh v thu nhpca ngi dn ngy cngtng.2. Tim nng th trngbnh ko trong nc cnln.3. Nhu cu v thc phmdinh dng cao cp ngycng cao.4. m rng th trng xutkhu khi gia nhp AFTA,WTO.

1. S thm nhp th trngca i th cnh tranh mit nc ngoi khi gia nhpAFTA, WTO.2. S gia tng u t vosn xut kinh doanh cacc doanh nghip hotng trong lnh vc bnhko trong nc.3. S di chuyn ngunnhn lc cao cp sang cccng ty nc ngoi trongtnh hnh u t nc ngoivo Vit Nam tng cao.

Mt mnh (S) Chin lc SO: S dngcc im mnh tn dngc hi bn ngoi

Chin lc ST: s dng ccim mnh hn ch vn trnh cc mi e do tmi trng bn ngoi

1. Thng hiumnh, c ngi

1- S dng cc im mnhS1, S2, S3, S5, S7, S8

1- Tn dng im mnh S3,S4, S5 vt qua e do



tiu dng tn nhim.2. Mng li phnphi rng.3. H thng mymc v dy chuynsn xut hin i.4. Hot ng nghincu v pht trinmnh.5.Tim lc ti chnhln.6. i ng qun lc kinh nghim.7. Gi thnh hp l.8. Cht lng snphm m bo

tn dng cc c hi O1,O2, O3, O4. (Chin lcpht trin th trng)2 - S dng cc im mnhS3, S4, S5 tn dng ccc hi O1, O2, O3, O4.(Chin lc pht trin snphm mi)3 - S dng im mnh S5 tn dng c hi O1, O2.(Chin lc pht trin cngngh mi)4 - S dng im mnh S6 tn dng c hiO4.(Chin lc pht trinnng lc qun l v chtlng ngun nhn lc)

T1, T2. (Chin lc khcbit ho sn phm)

Mt yu (W) Chin lc WO: Khcphc im yu nm btc hi v tn dng c hi hn ch im yu

Chin lc WT: Ti thiuho cc im yu trnhkhi mi e do

1. Cha khai thcht cng sut camy mc thit b.2. Qun l nguynvt liu tn kho chahiu qu.3. Phong cch qunl kiu gia nh vncn tn ti.

1- Hn ch im yu W1 tn dng cc c hi O1,O2, O4. (Chin lc nngcao nng lc sn xut)

1- Ti thiu ho im yuW3 trnh e da T3.(Chin lc nhn s)



Chng 3: CHIN LC MARKETINGBNH TRUNG THU KINH

3.1 Chin lc Marketing:3.1.1 Chin lc Porter:

a. Sc mnh nh cung cp:Nguyn liu chnh c s dng sn xut bnh trung thu bao gm cc loi

bt m, ng, trng, sa, du n, b shortening v cc loi hng liu khc.Trong nhng nm qua do nhu cu tiu dng ni a tng ln nn s lng nguynvt liu tng mnh. Cng ty Kinh c th thu mua nhng nguyn liu ny thtrng ni a dn n lm gim s ph thuc vo bin ng gi th gii v riro v t gi.

Bt m l nguyn liu Vit Nam khng sn xut c do iu kin t nhinsong mt hng ny li c cung cp rng ri trn th trng thng qua cc cngty nhp khu. Hn th na nh nc khng c quy nh no v hn ch v slng nhp khu bt m nn nguyn liu lun c bo m. Nhng nguyn liukhc nh ng, cc gia v khc cng ty trong ngnh c th ty chn nh cungcp trong hay ngoi nc. Tuy nhin nguyn vt liu chim t trng kh ln 65%- 70% trong c cu gi thnh ca sn phm nn nu nguyn vt liu tng gi slm gim li nhun gp trong ngn hn do cng ty khng th tng gi bn ngaylp tc. Do vn d tr hng tn kho khng nhng m bo cho hot ngn nh m cn nh hng trc tip n kh nng sinh li. Tuy nhin, cc nhcung cp nguyn vt liu chnh cho cng ty u c nh my ng trn a bnthnh ph H Ch Minh, v vy ngun nguyn liu lun sn c, chi ph vnchuyn khng ng k. Nhng mt hng nhp khu c cung ng rng ri binhiu cng ty nhp khu vi mc gi cnh tranh.



b. Sn phm thay th:

Kinh hin nay ang s hu mt lot cc dy chuyn sn xut bnh ko adng cc sn phm bnh trung thu ca cng ty lun ng hng u trn thtrng khi ni n bnh trung thu thng hiu u tin ngi tiu dng nh nchc chn l Kinh . Mt s sn phm sau thi gian tng trng cao bt uc tc tng chm li hoc gim th phn. Th phn mi loi sn phm tng haygim cn ph thuc vo th hiu ngi tiu dng qua mi mt giai on. V ths gia nhp ca mt sn phm no mi no trong ngnh cng c kh nng trthnh i th cnh tranh tim tng v c th thay th cho chnh cc sn phmhin ti. V vy, Kinh cn phi khng ngng tin hnh cc hot ng R&Dlin tc a ra th trng nhng dng sn phm mi bn cnh nhng sn phmc tnh truyn thng ca mnh.

c. Ro cn ca cc cng ty gia nhp ngnh:

Hin nay cc cng ty trong ngnh ang phi i mt vi vn quan trngnht l v sinh an ton thc phm. Cc tiu chun ca c quan php lut a ramc d cha thc s cht ch. Song phn ng ca ngi tiu dng s l mt yut khin doanh thu ca cng ty b nh hng vd: sa nhim melamin, hay nctng.

Cng ty Kinh s hu dy chuyn cng ngh hin i, ngun cung cpnguyn liu n nh nh s c li th hn nhng cng ty nh khng p ngc nhng yu cu ny. Kinh ang c nh hng m rng hot ng sanglnh vc bn l bng cch m thm cc im Kinh s Bakery v Bakery &Caf mi ti cc khu vc c mt dn c pht trin nhanh v cc khu thmi. H thng phn phi c m rng hn cng l ro cn cho cho cc cng tymi ang mun thm nhp vo th trng.

d. Sc mnh khch hng:

Sc mnh khch hng l mt trong 5 yu t cnh tranh ca chin lc Porter,nhn bit c s quan trng ca chin lc ny, Kinh lun lun ch trng



pht trin thng hiu ca mnh mt cch hon thin. Vn u tin trongchin lc ny c ch nht l s khc bit ha sn phm, iu ny c thhin kh r trong chin lc sn phm Bnh trung thu. in hnh l hiu cmong mun ca khch hng a ra nhng sn phm nh khch hng mongi. Mong mun ca khch hng l chn c thng hiu bnh uy tn, chtlng, m bo v sinh an ton thc phm, ngi biu tng cn cn th hin stinh t qua chnh vic chn hp bnh sao cho tht ph hp, th hin ht c tnhcm chn thnh. Vi ngi cao tui, ngi c nhu cu n chay, n king hay vinhng i tc, khch hng, bng hu hay nhng ngi thn yu th Bnh trungthu Kinh cng a ra nhng dng bnh, mu m nhng hp bnh theophong cch sng to, s thch khc nhau, hng v cc loi nhn cng tht adng, l ming, khng trng lp thch hp vi nhu cu a dng v to khcbit vi cc i th v vy Bnh ca Kinh s l la chn hng u ca khchhng. Hn na Kinh to bc t ph bng ci tin cht lng ton din,tip tc khng nh s tin phong, ng cp v sng to t ph qua nhng dngsn phm mi, hon ton khc bit v vt tri v cht lng

Mt yu t quan trng na trong chin lc v sc mnh ca khch hngl tnh c trng v nhn hiu, bao b ca cc dng Bnh trung thu Kinh bingi tiu dng d dng nhn bit v tin cy vo thng hiu ny vi s kt hphi ha ca thit k hp sang trng v mu sc tinh hoa lm tng thm gi tr canhng chic bnh.

Mc tp trung v s phn hi tt ca khch hng l thnh qu ca Kinh vi dng sn phm bnh trung thu. Kinh thc s ch trng n yu tny ca chin lc sc ht t khch hng bng chin lc xy dng i ng lmvic theo tinh thn Together, We Win, vi mc ch xy dng i ng nhn vinchuyn mn cao, hp tc, cng hin v hng n khch hng.

e. Mc cnh tranhTnh trng tng trng ca bnh trung thu l chi ph u vo sn xut bnh

tng mnh, t gi ng, gi u xanh, trng vt mui, bao bbi vy, cni thu chi, nh sn xut buc phi tng gi i vi cc loi bnh bn ra th



trng. Trc nhu cu tiu dng ngy cng cao ca khch hng, nhiu doanhnghip c nhng ci tin kp thi a ra th trng nhng sn phm mi to im nhn trong cnh tranh vi cc nh cung cp khc. Chng hn, Kinh c thm hai dng sn phm mi dng bnh Trung thu Xanh v bnh cao cpTrng Vng lm qu biu. Ngoi cc doanh nghip sn xut bnh truyn thng,th trng bnh trung thu nhng nm gn y c thm nhiu sn phm cao cpdo cc khch sn ln sn xut. Chng hn, Khch sn Hilton mi y t chcgii thiu 8 hng v bnh cho ma trung thu nm nay. Bn cnh s phong phv chng loi sn phm ln gi bn th cc doanh nghip ang tn dng ti a ccknh bn hng qua cc s in thoi nng hoc c chnh sch chit khu ti acho cc khch hng ln. Chng hn, Tp on Anco s gim gi t 20 n 30%cho nhng n hng c gi tr t 2 triu n 50 triu ng. Kinh chit khu t10 27% cho nhng n hng t 5 n trn 1.000 hp (bnh thng) v gim5 15% cho n hng 10 n 50 hp (bnh vng)Tnh trng tng trng thtrng bnh trung thu y tim nng v thu ngun li nhun cao nhng ng thicng xut hin kh nhiu i th tham gia dnh git th trng, tnh cnh tranhca th trng ny ngy cng gay gt.3.2 Mc tiu marketing:

Trung thnh vi chin lc u t chn lc, tp trung vo nhng mt hngtrng im nhm khai thc ti a li th cnh tranh v bo m s pht trin cnc bn vng, trong nm 2010. Kinh tip tc y mnh xy dng h tng c sto nn mng cho tng lai. Cc d n mang tnh chin lc nm trong k hochMarketing c trin khai v tng bc mang li kt qu kinh doanh kh quancho cng ty trong nm 2010. Hng ti tng lai, Kinh u t ng kvo hot ng xy dng thng hiu v t c nhiu thnh qu ng ghinhn trong 2010. Thng hiu Kinh xp hng 4 trong Top 10 Thng hiuni ting ti Vit Nam (theo kho st ca Cng ty Nghin cu th trngACNielsen nm 2009), Kinh tip tc chinh phc ngi tiu dng, tr thnhbiu tng qu biu th hin tnh thn trong ma Trung Thu.



Xp hng cc thng hiu hng u VIT NAM (ngun ACNielsen)

http://kinhdofood.vn/AboutUs/5/Hoat-Dong-Marketing.htmlVi nn mng thnh cng c, nm 2011, Kinh tip tc vi mt s mctiu sau:

Xy dng thng hiu vng mnh v tip tc dn u th trng.M rng thm ph. Thit k li v trin khai h thng phn phi

mi Th hin c nng lc phn phi hng u Vit Nam nm 2011 vi120.000 im bn l, 1.800 nhn s bn hng trn ton quc, 30.000 im bnkem v sn phm lm t sa, 100.000 im bn gii kht.

Hot ng nghin cu pht trin sn phm mi c ch trng cbit, m bo ngun sn phm mi ca cng ty trong nhiu nm ti. Bnh trungthu Kinh lin tc ng u th trng, vn c cng ty u t ci tin hngnm c v cht lng v mu m bao b. Ma trung thu nm nay, Kinh giithiu cng thc bnh vi vi ngt gim n 30%, c bit bnh trung thu chaycao cp.

Tip tc pht trin cc sn phm bnh trung thu c a thchnh bnh Trng Vng c thit k trang trng , lch s mang biu, tng ;bnh Trung thu chay dnh cho nhng khch hng n chay k, chay trng,vi gi c ph hp vi mi i tng khch hng.

3.3 nh v sn phm bnh trung thu ca tp on Kinh :



Da trn 13 tiu thc nh v ca Paul Temporal, Kinh chn lc 7tiu thc nh v dng sn phm bnh trung thu ca mnh nh sau:

Tiu thc 1: nh v da trn cc tiu ch cht lng v thnh t gitr (Features & Attributes)

y l tiu thc nh v kinh in thng c s dng vi nhiu chng loisn phm khc nhau .

V "Xu hng tiu dng bnh Trung thu hin nay ang hng n nhngsn phm c cht lng cao, mu m p, ph hp vi cc nhu cu khc nhaunh biu tng hay thng thc. Do vy , Kinh lun khng nh s tin phong,ng cp v sng to t ph qua nhng dng sn phm mi, hon ton khc bitv vt tri v cht lng hng nm. B sn phm Trng Vng cao cp khngngng c gia tng gi tr t hng v thng hng n thit k hp bnh trangnh, sang trng; dng sn phm c Trng (bnh trung thu truyn thng) lunc ci tin qui trnh sn xut, gim ngt, b sung cht x, nng cht lng snphm ti u v khc bit ha hng v tng loi nhn bnh. t ph v tnh sngto, ng cp l Dng sn phm cao cp Trng Vng gm 8 b sn phm: HngPhc, Vinh Hoa, Tinh T, Hng Ph, Thanh Tnh, Thanh T, Tao Nh v HonBch.

Tiu thc 2: nh v da trn Li ch sn phmTiu thc ny tng t nh tiu thc trn, nhng khc ch thay v ni t

tnh hin hu ca sn phm, tiu thc ny ni v hiu qu li ch v c tnh msn phm mang li cho ngi tiu dng. y l mt tiu thc rt hu hiu bitnh linh hat ca n v kh nng tha mn c yu t duy l (rational) v duy cm(emotional) ca ngi tiu dng.

Mi sn phm l mt tc phm c bit vi ngha li chc khc nhau, vbnh c trng ring, c ch bin t thnh phn nguyn liu qu him, bdng nh bo ng, hi sm, vi c, tm cng... v mu m bao b cc k n tng.Ni bt nht l b sn phm Trng Vng Hng Ph c ch bin theo cngngh sn xut bnh Trung Thu hin i vi bnh Trung Thu Tuyt v bnh PhaL. Nhng chic bnh Pha L xinh xn, c mu sc t nhin thanh nh vi lp vthm hng tri cy ti t nhin, trong sut p nh pha l. Nhn bnh kt hp



cc loi tri cy kh cao cp, dinh dng. Bnh Trung thu Tuyt vi cng nghto mu sc, hoa vn, cu trc v bnh c sc, tinh t, hon ton khc bit dngsn phm truyn thng cng l s sng to t ph ca Kinh .

Tiu thc 3: Phng php nh v theo Vn & Gii php (Problem& Solution)

y cng l mt chiu thc kinh in c s dng trong cc chin lc nhv nhn hiu thnh cng. C s ca tiu thc nh v ny l nhm n vic tptrung tm ra nhng vn m ngay chnh c ngi tiu dng i khi cng khngnhn ra, hoc nhn nhn vn di mt gc khc.Ngoi vic phn chia th trng theo s thch nhu cu ca i tng tiu dng,

theo th trng tiu th th cc doanh nghip cn ch n vic phn chia thtrng theo th hng ca cc dng bnh ko vo cc dp L, Tt. i vi dngbnh Trung thu v Tt Nguyn n: Do nhu cu ca khch hng biu tng l chyu nn s phn cp th hin kh r rt v a dng. V th, th trng bnhTrung thu 2011 s l cuc cnh tranh khc lit ca nhng thng hiu ln, chtlng cao. S cnh tranh ny c th hin r nht chnh sch bn hng, chitkhu, v tr treo bng rn v to dng hnh nh".

Tiu thc 4: Tiu thc nh v Cnh tranh

Mt tiu thc rt quan trng na l xy dng nh v da trn cnh tranh.Chng ta hy tm gi l chin lc nh v i ng. Trong hu ht cc trnghp chng ta c th s dng tn ca mt n v trung gian, mt n v hay mtnhn hiu c uy tn ng ra bo chng cho u th cnh tranh nh v ca mnh.

Thnh cng ca Kinh trong nm qua c th hin qua vic cng ty nmbt thi c ma v Trung Thu v Tt Nguyn n. Mc d dn u th trngbnh Trung Thu t nhiu nm qua vi th phn tuyt i chim hn 75% thtrng, Kinh mnh dn u t, tip tc i u trong vic ci tin mu mv nng cp cht lng sn phm bnh Trung Thu. Nh vy, doanh s maTrung Thu ca Kinh vn tng trng mnh bt chp bi cnh kinh t khkhn v khuynh hng tit kim ca ngi tiu dng. Nm 2009 nh du thng



ip truyn thng mi ca Kinh v ngha Tt Trung Thu l Tt ca tnhthn, c ngi tiu dng v x hi hng ng tch cc. Cng nm trongchin lc gn kt thng hiu vi cc dp L c truyn ca dn tc, trong dpTt Canh Dn 2010, cng ty gii thiu chng trnh Thy Kinh l thyTt. Vi thit k bao b hon ton mi, p, cht lng c ci tin khngthua km cc sn phm ngoi nhp cao cp, sn phm cng ty Kinh cngi tiu dng s dng khng nhng nh nhng mn qu biu trao nhau, mcn l li gi gm cu chc chn tnh trong dp xun v. Kt qu l ngnh hngTt ca Kinh t tng trng 15% so vi cng k nm trc, a ra thtrng hn 30 triu hp sn phm cc loi.

Tiu thc 5: nh v theo Gi tr v s ni ting ca doanh nghip(Corporate Credentials or Identity)

Nhiu cng ty da vo u th Thng hiu Cng ty nh v nhn hiusn phm hay ng ha nhn hiu sn phm vi thng hiu cng ty. in hnhl Sony, IBM v Nestl.

Nm 2009 Cty Kinh D nghin cu v pht trin thnh cng cc sn phmgim ngt gim bo, to ra s khc bit r rt v hng v ca sn phm, tngmc cm nhn v chp nhn sn phm. Tung ra th trng cc dng sn phmtheo phong cch mi nh Bnh Trung thu Tuyt, Trung thu pha l c o, mil.Nm 2010 -Tip tc pht trin sn phm theo nh hng dinh dng bng vicnghin cu gim ngt, gim bo vi t l cao, tng cng cc nguyn liu tnhin; Pht trin mnh dng sn phm cao cp cho nhu cu biu tng; Tip tca dng cc sn phm cho cc i tng c nhu cu tiu th t ng, t bo,ngi ln tui; c bit, s pht trin mt dng sn phm c tnh t ph v khuv v dinh dng. Mi chic bnh l mt tc phm ngh thut vi s phi hp hiha cc thnh phn nguyn liu to nn mi v ngt thanh c trng v ring bitcho tng loi nhn bnh. Khch hng c th tha thch chn la theo khu vring cho dp sum hp gia nh m Trng.

Uy tn thng hiu Kinh gn lin vi nn tng cht lng sn phm cngchin lc qung b chuyn nghip cho tng ngnh hng v chin lc qun l



tt cc ngun lc sn xut... s l c s vng vng Kinh tip tc trin khainhng hot ng Marketing hiu qu trong nm 2010. Qua , tip tc duy tr vkhng nh v th dn u ca Kinh trong ngnh hng thc phm.

Tiu thc 6: nh v theo nhm Khch hng mc tiu (Target User)y l mt chiu thc kinh in, xut pht t cc phng php Phn khc Th

trng c bn nh demographic. Cng o su nghin cu v thu hiu ngitiu dng (consumer insight), chng ta cng c nhiu c hi nh v nhn hiumt cch hiu qu vi nhng chiu thc hp dn v sng to.

Tn dng c hi khai thc cc sn phm trong ma Trung Thu v Tt Nguynn qua vic a dng ha chng loi sn phm, nh v sn phm nh qu biuc trng, m rng th trng ra min Bc vi cc khu v thch hp. Kinh stip tc u t v truyn thng mang cc thng ip v Trung Thu v Tt nvi ngi tiu dng .

Tiu thc 7: nh v theo c mun (Aspiration)nh v theo khuynh hng tm l c mun p dng tht a dng. nh v

theo Aspiration tng thch vi kh nng to ra cc li ch duy cm (emotionalbenefitsGi tr ca cc li ch cm tnh thun ty i vi mt thng hiu nh:c tn trng, a v x hi, thnh t tht s to ra n tng mnh trong tml khch hng.

Hin nay, tp on Kinh l nh sn xut bnh ko hng u Vit Nam.Kinh cng ang s hu mt trong nhng thng hiu ni ting nht VitNam. Li th ni bt ca cng ty so vi cc doanh nghip trong cng ngnh l:Sn phm ca Kinh a dng, nm bt tm l ngi tiu dng, gi c hp lCng ngh sn xut vt tri so vi cc doanh nghip cng ngnh.

Sn phm ca Kinh c s t ph v cht lng, c ci tin, thayi mu m thng xuyn vi t nht trn 40 sn phm mi mi nm. Mt imkhc bit ca Kinh so vi cc doanh nghip khc l ngoi cng ngh hin i,Cng ty rt ch trng vo k thut ch bin sn phm, nht l cng thc pha chph gia, nh m cc loi bnh ko ca Kinh c mi v hp dn v ringbit.L thng hiu mang tm c quc gia, tp on Kinh lun gi vng uytn thng hiu v pht huy th mnh sn c vn xa hn trong tng lai.



Sn phm ca Kinh c bn vi gi bng hoc cao hn 1 n 2% sovi sn phm khc cng loi. Cc sn phm ca Kinh ch yu c phnphi trong cc ca hng bn l ring ca Kinh , hoc phn phi trong cc siuth ti trung tm cc thnh ph.

iu c bit l s ng b v cch trng by sn phm, v dch v bnhng ca Kinh ht sc chuyn nghip, i ng nhn vin tn tnh, chnh iuny to nn im khc bit v ni tri ca Kinh so vi cc i th cnh tranh.3.4Phn tch hot ng Marketing ca Bnh Trunh Thu (4P)

3.4.1 Chin lc sn phm (Product)

Mc d ra i t nm 1993 nhng thng hiu ca Kinh n nay vncn vng mnh v pht trin bi trong qu trnh pht trin, Kinh khng chch trng n sn phm, m h quan tm n hu ht cc yu t lm nn bnsc thng hiu. Nh vy m thng hiu ca h "n" su trong tm tr khchhng. C s ca thng hiu l sn phm nn s u t cho sn phm ca Kinh rt c ch trng. iu ny c chng minh qua chin lc sn phm chobnh trung thu Kinh . Bnh Trung Thu Kinh ly yu t truyn thng lmgi tr ct li v lm nn s khc bit so vi cc sn phm cng loi trn thtrng. Ring dng sn phm truyn thng nh: Vi c, g quay jambon, thp cmlp xng, u xanh, khoai mn, u , sa da, ht sen tr xanh c tiuth rt tt, vi thnh phn l nhng sn vt ca Th ngn nm vn hin nh:sen Qung B, qut Nghi Tm, hoa bi Din Trng vng Hnh Phc: L mnqu em li khng kh m p tnh thn, trn ngp nim vui Hnh Phc trong nimvui xum vy ca mi gia nh. Trng vng Thnh Vng: L mt mn qu thayli cu chc cho gia nh Thnh Vng, s nghip pht trin, Trng vng Maymn: L li chc may mn dnh cho ngi thn, i tc trong dp Trung ThuMt im khc bit ca Kinh so vi cc doanh nghip khc na l ngoi cngngh hin i, Cng ty rt ch trng vo k thut ch bin sn phm, nht l cngthc pha ch ph gia, nh m cc loi bnh trung thu ca Kinh c mi vhp dn v ring bit.



Bnh trung thu Kinh lin tc ng u th trng, vn c cng tyu t ci tin hng nm c v cht lng v mu m bao b. Nm bt thi cma v Trung Thu, Kinh mnh dn u t, tip tc i u trong vic citin cht lng, sn xut bng cng ngh mi, trn nhng dy chuyn sn xuthin i nht th gii, v nng cp cht lng sn phm bnh Trung Thu. Trong, t ph v tnh sng to l b sn phm Trng Vng Hng Ph c ch bintheo cng ngh sn xut bnh Trung Thu hin i vi bnh Ht sen Mochi, TrXanh Tuyt, u Xanh B - s kt hp c o gia truyn thng v hin i,gia Phng ng v Phng Ty vi s ha quyn gia b Php cao cp cngu xanh v ht Hnh nhn, to nn hng v thm bo c trng l s t phy sng to ca Kinh trong nm nay. Ma trung thu nm 2011, Kinh giithiu cng thc bnh vi vi ngt gim n 30%, c bit bnh trung thu chaycao cp. Bc t ph cho cc dng sn phm Trung thu bng cng thc gimngt, mang n sn phm ngon hn, v ngt thanh hn ca Kinh cng cngi tiu dng nh gi cao. Ngoi vic p ng tt hn nhu cu ca ngi tiudng, Kinh cn chuyn dch c cu sn phm sang cc phn khc c mc linhun cao hn.

c bit, vi s quan tm sc khe ca Ngi Tiu Dng, ma Trung thu2011 Kinh to bc t ph cho cc dng sn phm Trung thu bng cngthc gim ngt, nhn bnh c ci tin do hn, ngon hn, to ngt hi ha,p ng xu hng thng thc v tt cho sc kho ngi tiu dng. Hp bnhcng c thit k hon ton mi, vi hai tng mu truyn thng v hngcnh sen duyn dng, ni bt hnh nh hoa vn trang nh, khng nh nt mi vu th ca sn phm Kinh , va tn vinh hp bnh bn trong, va dnh chokhch hng s thun tin v tng thm gi tr mn qu Trung Thu.

Sn phm ca Kinh ngoi s t ph v cht lng, cn c s thay imu m thng xuyn. Sn phm ca bnh trung hu Kinh lun khng nh ssang trng, tinh xo v gi tr cao cp bc nht c bit l b sn phm TrngVng Ph Qu. Vi thit k bao b hon ton mi, p, cht lng c ci tinkhng thua km cc sn phm ngoi nhp cao cp, Bnh trung thu Kinh cngi tiu dng s dng khng nhng nh nhng mn qu biu trao nhau, m



cn l li gi gm cu chc chn tnh trong dp l. C th l Kinh tung rath trng sn phm bnh Trung Thu Trng Vng vi mu m bao b mi sangtrng tip tc mang n cho khch hng s hi lng tuyt i v mu m, chtlng v ht hng ngay t u ma. c bit, dng sn phm bnh Trungthu Xanh ch bin t 100% thnh phn thc vt t nhin, tt cho sc khe cKinh tin phong gii thiu trong nm nay c ngi tiu dng ng hnhit tnh v p ng ng xu hng thng thc cng nh nhu cu biu tng cakhch hng. Mi sn phm l mt tuyt phm vi thit k hp g bc nhung sangtrng, im xuyn hoa vn trang nh, tinh xo n tng chi tit.

V mt cht lng, Cng ty ang p dng h thng qun l cht lngtheo tiu chun ISO 9001:2000 trong khu kim tra cht lng sn phm v dchv, do t chc BVQI ca Anh Quc chng nhn thng 10/2002. H thng qunl cht lng ISO 9001:2000 c Cng ty tun th nghim ngt. T nm 2002n nay, Cng ty c t chc BVQI tin hnh ti nh gi h thng qun lcht lng ca Cng ty 7 ln (theo chu k c 6 thng ti nh gi mt ln) vikt qu tt.

C cu sn phm a dng vi cht lng v mu m thit k vt trikhng nh u th ca Kinh trong vic m bo p ng trn vn nhu cuthng thc, biu tng a dng, k c phn khc biu tng cao cp ca ngi tiudng trong dp Tt Trung Thu.3.4.2 Chin lc phn phi (Place)

a. Kinh xy dng knh phn phi a dng v rng khp:Tiu th sn phm l khu quan trng nht ca mi doanh nghip. i vi

mi doanh nghip, sn phm dch v hng ha ca doanh nghip c tiu thcng nhiu cng em li li nhun cho doanh nghip. tiu th hng ha camnh, mi doanh nghip s dng nhng phng thc phn phi hng hasn phm cho ph hp vi c th ngnh ngh kinh doanh cng nh cc c tnhca sn phm m doanh nghip mun tiu th. Cng ty Kinh s dng knhphn phi theo s sau :



H thng knh phn phi ca CTCP Kinh H thng phn phi ca Kinh c coi l hon ho nht trong s cc

cng ty sn xut bnh ko ti th trng Vit Nam. Kinh c mng li phnphi rng khp c nc ch yu qua 3 knh chnh: h thng cc nh phn phi vi l, h thng cc Kinh Bakery (thuc cng ty C Phn Kinh Si Gn)v Siu Th v cng ty C Phn Kinh Min Bc (phn phi cho cc tnh phaBc) v thng qua cc i tc ng minh chin lc. Cho nn, Bnh Trung Thucng c hng li trn c s h thng phn phi sn c .

H thng phn phi Kinh mang n nim tin ln bng vic toc bc chuyn mnh r rt vi hn 200 nh phn phi mnh, chui 30 cahng Kinh Bakery, gn 120.000 im bn, 30.000 im bn kem v sn phmt sa,... trn ton lnh th Vit Nam vi s phc v ca hn 1.800 nhn s bnhng tnh n cui nm 2010.. i vi knh phn phi hin i, Kinh cungcp sn phm trc tip cho hn 150 siu th. Do vy, mng li phn phi nyc nh gi l mt trong nhiu h thng mnh trn c nc, thch ng vinhng s bin ng ca th trng, tiu th khong 85% doanh s bn ca cngty.

Kinh khng nhng ch trng phn phi vo knh truyn thng, m cnphn phi qua rt nhiu knh nh h thng siu th, h thng bakery, knh thiv, knh trng hc, khu vui chi... Tnh n nay, hu ht cc im bn hng ttrung tm tnh thnh n cc huyn, x u c s hin din sn phm ca Kinh, a Kinh tr thnh nh sn xut bnh ko hng u Vit Nam vi thphn gn 30%, ring v chng loi bnh trung thu, cng ty ang c li th ln

Kinh Bakery

Siu th

i l

CTCPKinh

Bn l

Ngitiuthcuicng



trn th trng vi th phn ln ti 70% trn c nc. Hng nm, tc pht trinknh phn phi ca Kinh l t 15 n 20%.

b. i l - knh tiu th chnhi l l knh c chiu di ln nht trong h thng knh phn phi ca

cng ty. y l knh tiu th chnh, khi lng sn phm lu chuyn qua knhny chim khong 85% tng khi lng sn phm tiu th ca cng ty. T cci l ny, sn phm ca cng ty tip tc thng qua cc nh bn l ti tay ngitiu dng cui cng. Cc i l ny u c mc tiu hot ng, k hoch kinhdoanh ring nn kh c th p dng hiu qu c s sc mnh hp php. Cng tyc th p t mt s iu kin yu cu i vi cc i l bn hng cho cng tynh v mt bng kinh doanh, kh nng ti chnh, ngun nhn lc nhng hng haca cng ty vn c cc i l by bn chung hng ha ca cc doanh nghipsn xut bnh ko khc.

Khi cc i l vi phm cam kt trong hp ng, cng ty c th pht cci l theo cc iu khon trong hp ng, hp ng i l chnh l si dy rngbuc hp php gia cng ty v cc i l.

c. Tip tc m rng h thng phn phiChin lc ca cng ty l cng c knh truyn thng, pht trin mnh

knh siu th, tip tc thm nhp vo cc knh bn hng mi. Nhiu chnh schu i tt dnh cho khch hng v cc i l. T t chit khu dnh cho nh phnphi ca Kinh kh cao so vi i th cnh tranh nn vic m rng mng liphn phi ca Kinh kh d dng.Vi mc tiu chim lnh th trng trongnc, cng ty Kinh pht trin h thng cc nh phn phi v i l ph khp61 tnh thnh, lun lun dm bo vic kinh doanh phn phi duc thng sut vkp thi. Vi nng lc, kinh nghim v nhiu nm gn b, h thng cc nh phnphi v i l ca Cng ty gp phn ng k cho s trung thnh v pht trinca mnh.

d. Chin lc phn phi Bnh Trung ThuBnh Trung Thu l mt mt hng c bit, mang tnh thi v nn chnh

sch phn phi khc hn so vi cc sn phm khc nhng cng tn dng th



mnh ca h thng phn phi ca cng ty. Kinh t chc hn 13000 im bnbnh trung thu Kinh trn c nc vo ma trung thu hng nm.

Cc im bn bnh tp trung trn cc tuyn ng ln ti TP.HCM v HNi. Nht l ti cc siu th ln nh Coop Mart, Maximart, CitiMart... Khu vcbn ngoi siu th c cng ty thu li kinh doanh trong ma trung thu.Nm 2011, TP.HCM gi thu mt bng rt cao v khan him nn cc cng tyny sng sng tng chi ph thu mt bng t 50 - 300% so vi nm trc mrng mng li bn hng, trong c cng ty Kinh . C th, Kinh m nkhong 13.000 im bn l v d kin sn lng tiu th bnh s tng t 50 -132%.3.4.3 Chin lc xc tin hn hn (Promotion)

a. Khuyn mi:Trong th trng kinh doanh, cm t Tin no ca dng nh tr

thnh iu hin nhin, theo cht lng sn phm phi tng ng vi gi c,khch hng khng th mua c mt sn phm c gi r m cht lng cao vngc li. Do , dng bnh trung thu Kinh vn ni ting kiu dng bt mt,thm ngon v an ton cho sc khe ngi tiu dng v vy gi cc dng bnhtrung thu Kinh thng cao hn cc sn phm cng loi thng thng khc.Tuy nhin, cng ty khng p dng cc chin lc khuyn mi khng chng hnMua 1 tng 1, Gim gi 50%Thay vo Kinh h tr khch hng muas lng ln vi cc mc chit khu khc nhau cho c 2 loi bnh cao cp vbnh thng khi mua t 5 hp tr ln. Cc mc chit khu s thay i ty tngnm nhng nhn chung khng dao ng nhiu. Trn y l bng chit khu trongma trung thu nm 2011. Ngoi ra, vo trung thu 2010 Kinh cn c chngtrnh khuyn mi tng nhng mn qu t bit p dng cho 100 n hng utin.

Khuyn mi h tr 50 bng rn v 50 t king cho cc ca hng v i lbn l. Bn cnh , cng ty cn kt hp vi cc trang web bn hng qua mngbn th mua hng vi mc gi hp dn: 1 voucher tr gi 120.000VN, gim50%, ch cn 60.000VN.



c bit: Giao bnh min ph tn nh (khu vc ni thnh) thay chovoucher, b thm tin chnh lch trn combo t chn trc tip cho nhn vingiao bnh.

b. Qung co:Xut pht t nh hng chin lc qung co thng hiu Kinh , sau

khi tri qua giai on to s nhn bit cho khch hng v thng hiu(function stage), Kinh u t chuyn sang giai on to dng cm xc ivi ngi xem (emotion stage) thng qua phng tin truyn thng bo, iLhi Trung thu l mt l hi truyn thng dn gian c t ngn xa, mt l hi rtgn gi vi tr em, mang m nt bn sc ca ngi ng, v vy mi nm khikhng kh trung thu n gn chng ta li c dp c xem nhng mu qung cov bnh trung thu Kinh a s c pht trn tivi, internet chuyn ti thngip (messages) mt cch c sc v khc bit n ngi tiu dng. Nm2011, vi ch Tt trung thu, Tt tnh thn Clip qung co c u t cngphu, b phn sn xut chuyn nghip ngha n nhn c s ng h ca ongo khch hng. Bnh trung thu Kinh nm nay xut sang M, c, TrungQuc, Campuchia l nhng th trng hon ton mi. Ban gim c cng tyquyt nh u t mnh cho th trng xut khu nhn dp Trung thu bng cchchn cng c qung co truyn thng bo i nc ngoi lm mi nhn tipcn i tng khch hng mc tiu - cng ng Vit kiu v Hoa kiu ccnc v m rng trong khu vc.

c. T chc s kin:

Chng trnh ca nhc:

Kinh t chc chng trnh ca nhc c bit cho mng Tt TrungThu mang tn chng trnh TRNG TNH THN. Chng trnh s din ra volc 20g30 m th Hai 12.9.2011 (nhm m 15.8 m lch), ti nh ht Ha BnhTP.HCM vi s tham gia ca cc ca s m Vnh Hng, M Linh, Xun Ph, HTrung Dng, Phng Vy, V H Trm, Nhm FM, nhm Sido v phn dnchng trnh ca hai MC Qunh Hng v H Trung Dng.



Ngoi ra, chng trnh cn tp hp nhng cm xc t nhng bi vit haytrong cuc thi vit Trung Thu gi nh tnh thn, do cng ty C phn Kinh tchc trn website www.tettrungthu.vn, ni mi ngi cng chia s nhng knim gn vi Trung Thu hay by t tnh cm chn thnh n nhng ngi thn.Qua tht cht hn na nhng mi quan h thn tnh, trn trng gi tr TNHTHN - mt nt p trong vn ha truyn thng ca ngi Vit vn c ktha trong cuc sng hin i ngy nay.Chng trnh trng tnh thn c truynhnh trc tip trn HN2 i pht thanh truyn hnh H Ni v ni sng trctip trn HTV9 i truyn hnh TP.HCM

Hot ng x hi:

C mi nm n Trung thu, Kinh phi hp vi cc c quan hu quan,cc t chc x hi t chc nhiu chng trnh hot ng x hi. Kinh ph t chcchng trnh v 10.000 phn qu c tng gi tr l 550 triu ng c gin cc em thiu nhi c hon cnh kh khn ti cc Mi m, Nh m, cc c giti Trung tm dng lo...

Ti min Nam, c hn 7.000 phn qu Kinh dnh cho cc chngtrnh hot dng x hi nhn o vi mong mun mang n cho cc em thiu nhic hon cnh kh khn to khng kh m p vui v, m p. T chc m hitrng rm ti vng vin vn ha m Sen cho khong 1.000 em thiu nhi. Ticc tnh pha Bc, Kinh trao tng khong 3.000 phn qu cho nhng chngtrnh ca cc n v ho tm x hi, tng 1.000 phn qu trong chng trnhTrung thu ca Qu bo tr tr em Vit Nam t chc v 500 phn qu cho chngtrnh do Qu XHTT Tm lng vng t chc, tng khong 1.500 phn qu cho ccchng trnh ca Lin on lao ng- huyn M Ho; Hi cu tr tr em tn ttVit Nam v cc C quan hu quan khc.3.4.4 Chin lc Gi (Price)

Do mt hng bnh trung thu Kinh c mt rt lu trn th trng nnnm 2011 cng ty s dng chin lc iu chnh gi: chin lc nh gi chitkhu l chnh.



Nhiu chnh sch u i tt dnh cho khch hng v cc i l. T t chitkhu dnh cho nh phn phi ca Kinh kh cao so vi i th cnh tranh nnvic m rng mng li phn phi ca Kinh kh d dng , mt khng kh TtTrung Thu tng bng.

Bng Chit Khu Bnh Trung Thu Kinh :

Qua bng cho thy chin lc iu chnh gi ca Kinh hon ton phhp vi sn phm. Bi v vi mc chit khu hp dn Kinh s c th thu hti l bn phn phi hng cho Kinh , chin lc iu chnh gi ny cng gpphn cho hot ng phn phi c thun li hn.

Kinh a ra nhiu mc gi ph hp vi ti tin ca tng i tng,ngoi ra Kinh cn c cc dng sn phm cao cp vi gi c th ln n hngtriu. c bit, bnh trung thu Kinh khng gim gi bn sau ma Tt TrungThu, vic gim gi c khon cho i l. Kinh cn s dng chin lc nhgi cnh tranh, gi bnh trung thu Kinh so vi sn phm ca Bibica th Kinh a ra cc mc gi theo chiu rng, c ngha l sn phm ca kinh c thcnh tranh tt vi mt hng ca i th vi bt c gi no. iu ny khin bnh

Bnh thng Mc chit khu Bnh Trng Vng Mc chit khu5-10 hp11-20 hp21-50 hp51-100 hp101-200 hp201- 500 hp501- 1000 hpTrn 1000 hp

10%15 %18 %20 %22 %25 %26 %27 %

5-10 hp11-20 hp21-50 hp51-100 hp101-200 hpTrn 200 hp

5 %10 %15 %18 %22 %24 %



trung thu Kinh d dng c khch hng la chn khi quyt nh mua snphm.



Chng 4: NH GI HIU QU TI CHNH CA CHIN LC

Ma Trung thu 2011 mang li cho cng ty C phn Kinh kt qukh quan vi tng sn lng tiu th ton quc t hn 2.100 tn. Doanh thuthun ca ring dng bnhTrung Thu tng 31%, t 497 t ng nm 2010 ln651 t ng vo nm 2011. Li nhun gp ca sn phm Trung Thu 2011 tng26,22%, t 286 t ng ln 361 t ng. Li nhun trc thu ca sn phmtrung thu ng gp vo kt qu li nhun hp nht l 182 t ng, tng15,84% so vi nm ngoi. Kt qu kinh doanh c th khi qut qua bng diy:

NmCh tiu 2010 2011

Doanh thu thun 497 t ng 651 t ng

Chi ph 211 t ng 290 t ng

Li nhun gp 286 t ng 361 t ng

Li nhun sau thu 214.5 t ng 270.75 t ng

Theo nh thng tin thc t cho thy, th c s pht trin kh quan ny lnh vo s ng gp ca dng sn phm cao cp, dng Trng Vng tip tcmang n cho khch hng s hi lng tuyt i v mu m, cht lng v hthng t u ma. c bit, dng sn phm bnh Trung thu Xanh ch bin t100% thnh phn thc vt t nhin, tt cho sc khe c Kinh tin phonggii thiu trong nm nay v dng sn phm truyn thng c ngi tiudng ng h nhit tnh v nh gi cao.

Tp on t c kt qu trn cn nh sn lng v gi bn tng. Gisn phm c iu chnh tng bnh qun 10-20% so vi nm 2010. C cu sn



phm a dng vi cht lng, mu m thit k vt tri gip Kinh gic khch hng v tng doanh thu.

Vi tim lc u t cho dng bnh Trung thu ngy cng mnh, th khnng trong tng lai ca bnh Trung thu Kinh mang li li nhun l rt ln,v ngy cng m rng th phn hn na. D bo trong ma trung thu cho hainm tip theo cng ty s c tc pht trin bnh qun v li nhun l 1.12, ta cth c kt qu d bo v li nhun nh sau:

NmCh tiu 2011 2012 2013

Tc tngtrng 1.12 1.12

Li nhun 270.75 t ng 303.24 t ng 339.63 t ng



KT LUNTp on Kinh l mt tp on ln chuyn su v lnh vc sn xut v

cung cp bnh ko cho th trng Vit Nam rt danh ting hn 10 nm qua. Mthng bnh ko ca Kinh c khch hng Vit Nam cng nh quc t yuthch. Mt hng bnh trung thu rt c ngi Vit a chung v n rt quantrng gn vi nt truyn thng vn ha ca dn tc. Nm bt c nhng nhucu ca khch hng Kinh cho ra sn phm bnh trung thu vi qu trnhphn tch mi trng kinh doanh, c hi, phn tch SWOTT, nh v sn phm,chin lc Porter, phi hp phc h Marketing, cui cng Kinh thnhcng to dng nn 1 sn phm bnh trung thu i su vo lng khch hng. Quanhng phn tch trn nhm tng hp v rt ra nhn xt, nh gi hiu qu tichnh ca mt hng bnh trung thu .Kt qu l Kinh kinh doanh vi hiu qurt cao cho thy s thnh cng ca sn phm bnh trung thu Kinh c xeml thng hiu hng u trong lnh vc kinh doanh bnh trung thu Vit Nam.



DANHMC TI LIU THAM KHO

Qun tr Marketing- tc gi: Philip Kotler. Chin lc cnh tranh- tc gi: Michael E.Poter. http://www.kinhdo.vn/ http://kinhdofood.vn/AboutUs/5/Hoat-Dong-Marketing.html http://www.banhtrungthukinhdo.com.vn/ http://kinhdofood.vn/

Chng1:TNGQUANVTPONKINH1.1GiithiuvcngtyKinh1.2Lchsthnhlp1.3Qutrnhphttrin1.4TmnhnsmnhcacngtyCcsnphm1.6Cccngtythnhvin1.7Thnhtu

Chng2:PHNTCHMITRNGKINHDOANHVCH2.1Phntchtnhhung:2.1.1Phntchmitrngvim:2.1.2Phntchvm:

2.2Phntchchi(MatrnSWOT):

Chng3:CHINLCMARKETINGb.Snphmthayth:c.Rocncacccngtygianhpngnh:d.Scmnhkhchhng:e.Mccnhtranh3.3nhvsnphmbnhtrungthucatponKChinlcsnphm(Product)

Chng4:NHGIHIUQUTICHNHCACHINLKTLUNDANHMCTILIUTHAMKHO

Chien Luoc Marketing Banh Trung Thu Kinh Do

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