Chien Luoc Sp Honda

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    1.L do chn ti

    i li t ni ny n ni khc tr thnh mt nhu cu khng th thiu trong

    cuc sng hng ngy ca mi ngi. V th hng xe my Honda ra i phc

    v nhu cu ny ca khch hng.V Honda tr thnh mt thng hiu ni ting

    Vit Nam vi cht lng cao.

    Trong nhng nm tr li y nhu cu ca con ngi ngy mt tng cao. Xe

    my khng ch i li m cn lm vt trang tr , tr thnh mt ngi bn ng

    hnh ca mi ngi. Cho nn mt chic xe my khng nhng phi c cht lng

    m mu m , kiu dng phi p , bt mt , th hin phong cch chnh mnh. Nm

    bt c hi ny , Honda ci tin sn phm ,cho ra i dng xe mi .Mi loi xe

    th hin mt phong cch ca ngi i xe.

    Ngy nay trn th trng c rt nhiu hng xe my khc nhau nh SYM

    ,Yamaha nhng nhc n xe my ngi ta thng ni n Honda T Honda

    c mi ngi nh n nh mt vt dng v khi i xe ngi ta ni i Honda ch

    t ni i xe gn my..Khi t cu hi Honda l ai? Cu tr li bn nhn c

    thng l : Honda l mt nh sn xut xe my ,logo hnh nh cnh chim quen

    thuc vi khu hiu The Power of Dream. Sn phm ca Honda ni ting v

    bn ,tit kim nhin liu.Mt trong nhng mt lm nn thnh cng ca Honda nh hm nay th chin lc

    Marketing ng vai tr quan trng. Trong Chin lc sn phm gp phn rt

    ln to nn s thnh cng .

    V vy m em nghin cu v tm hiu chin lc sn phm ca cng ty xe my

    Honda .

    2.Mc tiu nghin cu

    -H thng ha l lun v chin lc sn phm trong hot ng marketing-Gii thiu v cng ty xe my Honda Vit Nam

    -M t th trng ca cng ty Honda Vit Nam ti thnh ph H Ch Minh

    -Phn tch chin lc sn phm ca cng ty Honda Vit Nam

    -nh gi v chin lc sn phm ca cng ty Honda Vit Nam

    1

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    - xut mt s bin php nhm hon thin chin lc sn phm v tng kh nng

    cnh tranh.

    3.Ni dung nghin cu

    a)H thng ha l lun v chin lc sn phm trong hot ng marketing

    -nh ngha marketing

    -Chin lc marketing mix

    -Chin lc sn phm

    b) M t th trng ca cng ty Honda Vit Nam ti thnh ph H Ch Minh

    -c im khch hng mc tiu ca cng ty

    -Cc cng ty xe gn my ti th trng thnh ph H Ch Minh

    -Cc yu t mi trng nh hng n s pht trin ca cng ty Honda Vit

    Nam

    c) Gii thiu v cng ty xe my Honda Vit Nam

    -S thnh lp v qu trnh pht trin

    -Tnh hnh hot ng v sn xut ca cng ty t nm 2005 n nay

    -Cc sn phm ang kinh doanh trn th trng

    d) Phn tch chin lc sn phm ca cng ty Honda Vit Nam

    -Kch thc tp hp sn phm-Nhn hiu sn phm

    -Quyt nh v cht lng

    -Vn thit k bao b

    -Dch v h tr cho sn phm

    -Pht trin sn phm mi

    -Cc quyt nh trong tng giai on ca chu k sng sn phm

    e)nh gi vic vn dng chin lc sn phm ca cng ty Honda Vit Nam- u im

    - Nhc im

    f) xut nhm hon thin chin lc sn phm v tng kh nng cnh tranh.

    4.Phng php nghin cu

    Phng php thu thp thng tin ti bn

    2

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    Ngun thng tin :

    -Bo ch : bo Tiu dng , tp ch marketing, bo doanh nghip v hot ng

    marketing, bo th trng gi c d bo,bo t xe my.

    -Mng internet: www.honda.com ,www.google.com,

    www.thegioitieudung.com.vn

    Phng php phn tch v din gii tng hp

    Phng php chn lc

    Phng php so snh i chiu

    5.Phm vi nghin cu:

    Nghin cu chin lc sn phm tp trung vo sn phm xe my ca cng ty

    Honda Vit Nam ti th trung TP HCM t nm 2005 n nay.6.C cu ti:

    Gm 3 phn:

    1.Phn m u

    2.Phn ni dung

    Gm 3 chng:

    -Chng 1: L thuyt v chin lc sn phm

    -Chng 2 : Chin lc sn phm- cha kha vng cho s thnh cng ca cngty xe gn my Honda

    -Chng 3:nh gi v xut v chin lc sn phm ca cng ty xe my

    Honda

    3.Phn kt lun

    3

    http://www.honda.com/http://www.honda.com/
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    1.1 TNG QUAN V MARKETING:

    1.1.1. nh ngha:

    Ngy nay marketing din ra khp mi ni, khp mi lnh vc v gi vai tr quan

    trng trong s thnh cng ca doanh nghip. Th nhng c khng t nhng quan

    nim sai lm v marketing v vy hiu r hn v marketing v tm quan trng ca

    n trc tin ta i vo tm hiu nhng khi nim v marketing

    Marketing truyn thng:

    - Marketing l qu trnh cung cp ng sn phm, ng knh hay lung hng,

    ng thi gian v ng v tr.

    - Marketing l vic tin hnh cc hot ng kinh doanh c lin quan trc tip n

    dng hng ha v dch v t ngi sn xut n ngi tiu dng.

    Marketing hin i:

    - Mc ch ca Marketing khng cn thit y mnh tiu th. Mch ch ca n l

    nhn bit v hiu khch hng k n mc hng ha hay dch v s p ng ng

    th hiu ca khch hng v t n c tiu th.

    - Marketing l qu trnh sng to, phn phi, nh gi, c ng cho sn phm, dch

    v, tng tha mn nhng mi quan h trao i trong mi trng nng ng.

    Marketing theo Philip Kotler:Marketing l mt qu trnh x hi m trong nhng c nhn hay nhm c th

    nhn c nhng th m h cn thng qua vic to ra v trao i t do nhng sn

    phm, dch v c gi tr vi ngi khc.

    1.1.2 Nguyn tc v mc tiu Marketing:

    1.1.2.1 Nguyn tc marketing:

    Nguyn tc chn lc: l nguyn tc mang tnh ch o trong Marketing.

    Doanh nghip cn xc nh th trng no mnh hng vo kinh doanhch khng phi ton b th trng.

    Nguyn tc tp trung: nguyn tc ny hng dn doanh nghip tp trung

    mi n lc p ng th trng mc tiu chn

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    Nguyn tc gi tr khch hng: biu th s thnh cng ca doanh nghip

    trong th trng mc tiu khi n c th tha mn nhu cu ca khch hng

    c v chc nng cng nh cm xc.

    Nguyn tc li th khc bit: nguyn tc ny t nn mng cho

    Marketing. Marketing l s khc bit ha, s khc bit lm cho khch

    hng c n tng v ch sn phm ca mnh so vi i th.

    Nguyn tc phi hp: ni ln cch thc thc hin Marketing t c

    nguyn tc nu. Marketing khng phi l cng vic ring ca b phn

    Maketing m l cng vic ca tt c thnh vin trong t chc, cng

    nhau to ra khch hng thng qua vic to ra cc khch hng hon ho

    cho h.

    Nguyn tc qu trnh: s thay i nhanh chng ca mi trng Marketing

    v khch hng mc tiu s lm cho nhng li th hin ti kh bn vng.

    Th trng lun bin ng, nhng g to ra gi tr cao cho khch hng

    hm nay c th nhanh chng tahy i vo ngy mai. V vy phi xc nh

    Marketing l mt qu trnh ch khng phi l mt bin c, s kin.

    1.1.2.2 Mc tiu Marketing:

    Ti a ha tiu th:To iu kin d dng kch thch khch hang,ti a havic tiu dung,iu ny dn n gia tng sut lng,gip doanh nghip pht trin

    sn xut v x hi c nhiu hng ha,dch v.

    Ti a ha s tha mn ca khch hng:Ti a ha tiu th l mc tiu hng

    u,nhung mc tiu quan trng hn ca marketing l s ti a ha s tha mn

    nhu cu khch hng.S tha mn ny l tin cho vic mua lp li v s trung

    thnh i vi nhn hiu,tn nhim i vi nh sn xut.

    Ti a ha s la chn ca khch hng:Cung cp cho khch hng s adng,phong ph v chng loi,v cht lng,gi tr ca sn phm hay dch v,ph

    hp vi nhng nhu cu c bit,thng xuyn thay i ca khch hng,nh vy m

    h c th tha mn nhu cu ca mnh.

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    Ti a ha cht lng cuc sng:Thng qua vic cung cp cho x hi nhng

    sn phm dch v c gi tr,gip ngi tiu dng v x hi ngy cng y

    hn,cao cp hn v hng n mc tiu cui cng l ti a ha cht lng sn

    phm.

    1.1.3 Vai tr v chc nng ca Marketing:

    1.1.3.1 Vai tr ca Marketing :

    Theo qu trnh pht trin ca x hi, cc doanh nghip ngy cng nhn thc

    cao v vai tr ca Marketing trong kinh doanh. Nu trc y Marketing ch

    c vai tr ngang bng vi cc yu t khc ca doanh nghip nh yu t sn

    xut, ti chnh, nhn s th by gi Marketing tr thnh trit l mi trong

    kinh doanh. Vai tr ca Markeing c th khi qut nh sau :

    Marketing hng n cc doanh nghip ngh thut pht hin nhu cu khch hng

    cng nh ngh thut lm hi long khch hng,nh hng cho hot ng kinh

    doanh v to th ch ng cho doanh nghip.

    Marketing l cu ni gip doanh nghip gii quyt tt cc mi quan h v dung

    ha li ch ca doanh nghip mnh vi li ch ca ngi tiu dng v li ch x

    hi.

    Marketing l cng c cnh tranh gip doanh nghip xc lp v tr,uy tn ca mnh

    trn th trng.

    Marketing tr thnh tri tim ca mi hot ng trong doanh nghip,cc quyt nh

    khc v cng ngh,ti chnh nhn lc u ph thuc phn ln vo cc quyt nh

    marketing nh:sn xut sn phm g? Cho th trng no?sn xut nh th no?s

    lng bao nhiu?

    1.1.3.2 Chc nng ca Marketing:

    Nu hot ng sn xut kinh doanh to ra sn phm th hot ng Marketing to ra

    khch hng v th trng. vai tr ny xut pht t nhng chc nng c th ca

    Marketing, nhng chc nng l:

    Nghin cu th trng v pht hin nhu cu.

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    Thch ng nhu cu thng xuyn thay i.

    Tha mn nhu cu ngy cng cao.

    Hiu qu kinh t.

    Phi hp

    1.1.4 Qu trnh marketing:

    R STPMM I C

    1.1.4.1 R(reseach) - nghin cu thng tin marketing: L qu trnh thu thp x l

    v phn tch thng tin v th trng,ngi tiu dung,mi trnggip doanh

    nghip xc nh c th yu tiu dng,c hi th trng.

    1.1.4.2 STP(Segmentation,targeting,positioning) - phn khc,chn th trng

    mc tiu, nh v: Nghin cu gip doanh nghip khm ph nhiu phnkhc/nhm khch hng,nhm khch hang no l mc tiu s theo ui, quyt

    nh chnh xc th trng mc tiu,chn th trng no ph hp vi kh nng

    ca mnh.Doanh nghip cn phi nh v sn phm ca mnh khch h c th

    nhn thc trong tn tr khch hang v sn phm/dch v.

    1.1.4.3 MM(Mareting_mix ) - Xy dng chin lc marketing_mix: Trn th

    trng mc tiu c la chn,doanh nghip s thit k mt chin lc phi

    thc marketing nh hng v phc v th trng mc tiu

    1.1.4.4 I(Implementation) - trin khai thc hin chin lc marketing: Qu trnh

    bin nhng chin lc,k hoch marketing thnh hnh ng,Doanh nghip s t

    chc,thc hin chin lc thng qua vic xy dng cc chng trnh hnh ng

    c th,t chc ngun nhn lc thc hin n.

    1.1.4.5 C (control) - Kim tra nh gi chin lc Marketing: Bc cui cng

    ca qu trnh marketing l kim sot.Mt doanh nghip thnh cng khng ngng

    hc hi,rt kinh nghim.H phi thu thp thng tin phn hi t th trng,nh

    gi,o lng kt qu hot ng marketing c t c mc tiu hay khng.

    1.2 KHI NIM MARKETING- MIX :

    1.2.1 K