Marketing Pepsi

8/2/2019 Marketing Pepsi

1/52

Viethanit n hoch nh chin lc marketing

LI M UK t khi ra i cho n nay, Marketing t khng nh mnh nh l mt khoa

hc qun l hin i. Vi l lun c bn l nhn mnh vo nhu cu ca khch hnMarketing theo st s bin ng ca th trng ra cc chnh sch tha mn t

a nhu cu ca khch hng ng thi tho mn mc tiu ca doanh nghip.Xy dng chin lc Marketing l nhim v v cng quan trng ca mi doanh

nghip nhm thc hin c hiu qu nht ba mc tiu: li nhun, v th v an ton.Trong nn kinh t th trng cnh tranh gay gt, mt doanh nghip mun tn t

v pht trin th doanh nghip phi tin hnh huy ng mi ngun lc, phi bit ihnh tng hp mi yu t nhm t c mc tiu nh sn. Thng qua chin lMarketing, doanh nghip c th pht huy ht ni lc hng vo nhng c hi hp dtrn th trng v v th s gip doanh nghip nng cao hiu qu kinh doanh, tng cnkh nng cnh tranh trong qu trnh m ca v t do ha nn kinh t. Vai tr ca chinlc Marketing ni chung khng cn mi m na nhng thc hin cc hot ngchin lc nh th no c hiu qu nht li l mi trn tr quan tm ca cc nqun tr kinh doanh

Vi ti: Xy dng chin lc Marketing cho cng ty Pepsico Vit Nam.

Nhm chng ti c gng a ra nhng gii php hon thin thm chin lc ccng ty.

Ni dung ca phn xy dng truyn thng gm 3 phn:Phn 1: C S L LUN V MARKETING V CHIN LC

MARKETING TRONG DOANH NGHIPPhn 2: THC TRNG CHIN LC MARKETINGPhn 3: HON THIN CHIN LC MARKETINGVi trnh v kin thc c hn nn chc chn ti ny khng th trnh kh

nhng thiu st, rt mong nhn c s gp t thy c v cc bn.Cui cng, nhm chng ti xin chn thnh cm n s gip v ch bo tn tnh

ca Thy Phan Hng Tun hng dn, gip chng ti hon thnh chuyn ny.

Nhm thc hin: 5 Trang: 1


2/52


DANH MC HNH VHnh 2.1. Biu tng pepsico..........................................................................................24Hnh 2.2. Logo Pepsico qua cc thi k..........................................................................25Hnh 3.1. Di th cnh tranh ca pepsico........................................................................28

Hnh 2.3. Cc sn phm hin nay ca pepsico.................................................................35Hnh 2.4 Hot ng phn phi rng khp ca Pepsi.......................................................37Hnh 2.5. Phn phi cng cc sn phm fast food...........................................................38Hnh 2.6. Hnh nh qung co ca pepsico......................................................................40Hnh 3.2. Hot ng qung co bng th thao ca pepsi.................................................48



3/52


MC LCLI M U ...................................................................................................1DANH MC HNH V ....................................................................................2MC LC .........................................................................................................3

...........................................................................................................................4Phn 1 ................................................................................................................5C S L LUN V MARKETING V CHIN LC MARKETING

TRONG DOANH NGHIP ........................................................................................51.1. Khi nim Marketing v vai tr ca Marketing trong hot ng ca

doanh nghip ................................................................................................................51.1.1. Khi nim Marketing ............................................................................51.1.2. Vai tr ca Marketing ..........................................................................6

1.2 Chin lc Marketing ................................................................................81.2.1. Cc cp chin lc trong cng ty .........................................................81.2.2. Khi nim chin lc Marketing ........................................................101.2.3. Vai tr ca chin lc Marketing .......................................................12

1.3. Qui trnh hoch nh chin lc Marketing .........................................12

S 2: Qui trnh hoch nh chin lc Marketing ..................................121.3.1. Phn tch mi trng marketing ........................................................131.3.2. Mc tiu chin lc marketing ..........................................................131.3.3. Xy dng chin lc Marketing .........................................................14

Phn 2: THC TRNG CHIN LC MARKETING ...........................242.1. Gii thiu v cng ty nc gii kht Pepsio Vit Nam ..........................24

2.1.1. Gii thiu chung.................................................................................242.1.2. Lch s hnh thnh v pht trin ........................................................252.1.3. Vin cnh, s mnh. ...........................................................................26 2.1.4. Phn tch mi trng Marketing ........................................................26

Phn tch mi trng bn trong. ....................................................................302.2.1 M hnh Swot ......................................................................................302.2.2 Phn tch m hnh Swot.......................................................................31

2.3. Chin lc kinh doanh ca cng ty ........................................................322.3.1. Chin lc hin ti. ............................................................................32



4/52

Viethanit n hoch nh chin lc marketing2.3.2. Bo co kt qu hot ng king doanh ca cng ty Pepsico VN nm 332009 2010 ..................................................................................................33

2.4. Chin lc Marketing hin ti ca cng ty ............................................342.4.1. Chin lc sn phm ..........................................................................34

2.4.2. Chin lc phn phi .........................................................................37 2.4.3 Chin lc gi .....................................................................................382.4.4. Chin sch truyn thng .....................................................................39

2.5. nh ga chnh sch Marketing ca cng ty. .........................................412.5.1. u im: .............................................................................................412.5.2 Nhc im .........................................................................................42

Cha c s u t cho qu trnh phn phi sn phm..............................43

Phn 3: HON THIN CHIN LC MARKETING ..............................443.1. Hon thin chin lc Marketing ca cng ty. .....................................44

3.1.1 Chin lc v sn phm......................................................................443.1.2. Chin lc v gi................................................................................46 3.1.3. Chin lc v phn phi. ....................................................................47 3.1.4. Chin lc v truyn thng c ng...................................................47

KT LUN ......................................................................................................51LI NHN XT CA GING VIN ..........................................................52



5/52


Phn 1

C S L LUN V MARKETING V CHIN LCMARKETING TRONG DOANH NGHIP

1.1. Khi nim Marketing v vai tr ca Marketing trong hot ng ca doanhnghip

1.1.1. Khi nim Marketing Trong thp nin qua, nn kinh t th gii thay i mt cch mnh m di s

p ca tan cu ha, s pht trin v bo ca cng ngh v s m ca ca cc th trnmi. Ton cu ha l mt c hi pht trin kinh doanh m cc tp on ln trn th gi

khng th b qua, bi h c li th v ngun lc v l ngi i trc h c li th thqua vic t ra lut chi. S pht trin ca cng ngh, c bit l cng ngh thng ti xa i mi ro cn v khng gian v a l. Khch hng gi y c nhiu quyn hntrc y. Nh vo cng ngh h c th tip cn thng tin v sn phm tt hn, t h c nhiu s la chn hn. Cng ngh cng gip rt ngn thi gian m mt tng cn c th tr thnh mt sn phm sn sng phc v ngi tiu dng. Mkhc, cng ngh cng t ra mt thch thc cho cc doanh nghip: tui th ca s

phm trn th trng b rt ngn.T ch sn ai ny thnh sn chung m mi ngi ai mun cng vo

c, tan cu ha thay i bn cht ca hat ng kinh doanh, t ch tp trung sxut ra sn phm tt nht, r nht c th c, doanh nghip phi dch chuyn s ctm ca mnh ra th trng. n gin l v h mun khch hng tin dng v mua sn phm ca h hn l ca i th cnh tranh. V lm c vic doanh nghip c phi hiu nhu cu ca khch hng tt hn, h cn truyn thng tt hn v sn phm h, v h cn xy dng quan h gn b lu di gia thng hiu vi nhm i tnkhch hng mc tiu. Chnh v nhng l do trn, Marketing ngy cng tr nn mt chcnng quan trng trong cc doanh nghip.

Nhng marketing khng ch l mt chc nng trong hot ng kinh doanh, n lmt trit l dn dt ton b hot ng ca doanh nghip trong vic pht hin ra, p v lm tho mn cho nhu cu ca khch hng. C rt nhiu nh ngha v Marketing:



6/52

Viethanit n hoch nh chin lc marketing Theo hip hi Marketing ca M: Marketing l thc hin cc hot ng

kinh doanh nhm hng vo dng vn chuyn hng ho v dch v t ngi sn xut tngi tiu th hoc ngi s dng.

Theo Philip Kotler: Marketing l mt dng hot ng ca con ngi

nhm tho mn nhng nhu cu v mong mun ca h thng qua trao i. Theo Chartered Institute of Marketing: Marketing l 1 tin trnh qun tr

nhn din, on trc v tha mn nhng nhu cu c ch ca khch hng. nhngha ca CIM a ra khng ch nhn din c nhu cu ca khch hng m cn phtha mn c chng ( ngn hn) v on trc c nhng nhu cu ny trong tnlai. ( di hn)

Theo Adcock ng sn phm, ng ni, ng thi im v ng gi.

y l nh ngha gn gng v thc t c s dng theo 4P ca McCarthy Theo Palmer: Marketing thc cht l s sp xp nhng ngun lc ca t

chc h p ng c nhng nhu cu thay i ca khch hng nhng ngi m phthc vo t chc y l nh ngha hin i hn v rt thc t nhn thy c s kni gia nng lc tim tng ca t chc v nhu cu

Thc cht Marketing l nhng phn tch v khch hng, v i th cnh tranh, vcng ty, kt hp nhng hiu bit ny vo ton b nhng hiu bit v phn on hin l g, quyt nh mc tiu vo nhng phn on c li nht, nh v sn phm, v sau lm nhng g cn thit thc hin c nh v .

Tm li, s khc nhau gia cc nh ngha ny ch quan im, gc nhnnhn v marketing nhng tt c u ng. Tt c nhng nh ngha trn u c th h bn cht ca Marketing:

Marketing cp n p ng nhu cu v mong mun ca khch hng

Marketing l mt chc nng kinh doanh, n khng phi l mt ci g hot ng ring l tch ra khi nhng hot ng khc ca doanh nghip

Marketing cp n vic thu hiu khch hng v tm cch cung cpnhng sn phm hay dch v p ng yu cu ca h.

1.1.2. Vai tr ca Marketing Ta c th thy vic tiu th v kch thch tiu th l mt trong nhng b phn ca

hot ng Marketing. Do vy vic thc hin tt cc khu khc ca hot ng Marketins h tr phi hp v thc y cng tc tiu th sn phm v kch thch tiu th.



7/52

Viethanit n hoch nh chin lc marketingMt trong nhng mc tiu ca ca hot ng Marketing l tiu th c nhiu

sn phm vi doanh thu cao v chi ph thp thng qua vic tha mn nhu cu ca khchhng. T duy tr c s hi lng ca khch hng v sn phm ca doanh nghip cnngy cng c ch ng trong lng khch hng do vy sn phm ca doanh nghip

khch hng u tin la chn, kt qu l s lng sn phm dch v m cng ty cung ctieu th ngy cng nhiu, li nhun doanh nghip thu c cng ln.

Theo ng Peter Drucker mt trong nhng nh l lun ch cht v cc vn qun l nhn xt rng : Mc ch ca Marketing khng cn thit l y mnh tith. Mc ch ca n l nhn bit v hiu khch hng k n mc hng ha v dcv s p ng ng th hiu v t n tiu th c. iu ny khng c ngha vic kcthch tiu th khng cn ngha na m ni ng hn n tr thnh b phn ca

Marketing Mix. V nhn xt trn cho thy vai tr to ln ca hot ng Marketing,cho thy v tr ca n v nh hng quyt nh n qu trnh tiu th.

Trong nn kinh t, doanh nghip l mt ch th kinh t n c v nh mt cth sng ca i sng kinh t. tn ti v pht trin c th y cn phi trao i cvi mi trng bn ngoi - th trng. Qu trnh ny din ra cng nhanh vi quy mcng ln th c th cng khe mnh. Ngc li nu qu trnh trao i din ra yt th c th qu qut yu t. Hot ng Marketing chnh l cu ni gia doannghip vi th trng ng thi n cng kt ni cc hot ng khc ca doanh nghitheo th trng, ly nhu cu th trng v c mun ca khch hng l ch da vnchc cho mi quyt nh kinh doanh ca doanh nghip.

Mc tiu c bn thc y hot ng ca cc doanh nghip l li nhun, thc hin c iu ny doanh nghip cn tiu th sn phm do vy tt yu phi hra th trng. iu ny khng ch n thun nh lu nay cc nh qun tr doanh nghip

cn ngh l ch giao vi hot ng hng ra th trng nh: to ra sn phm c chlng cao hn, hoc giao vic ch to bao b tht p cho phng k hoch hoc phk thut thc hin, phong tiu th p dng nhng bin php bn hng mi, phng kinhdoanh quy nh gi bn v qung co sn phm th bao hm y cc ni dung cahot ng Marketing. Tuy nhin mc tiu ln nht ca hot ng Marketing l m bsn xut v cung cp nhng mt hng hp dn cho th trng mc tiu. Nhng s thncng ca chin lc v chnh sch Markeing cn ph thuc vo s vn hnh ca cc

chc nng khc trong cong ty. V cc hot ng khc trong cng ty khng v mc tiu



8/52

Viethanit n hoch nh chin lc marketingca hot ng Marketing thng qua cc chin lc c th nhm vo khch hng - thtrng c th th nhng hot ng cng tr nn m mm mt phng hng.

Tm li, Marketing tc ng n i sng ca mi con ngi trong x hi, nc p dng rt nhiu trong cc lnh vc ngoi kinh t. N khng ch thu ht c s

quan tm ca cc nh hot ng kinh t m cn c trong lnh vc phi thng mi. Ntr thnh cha kha dn n thnh cng ca nhiu doanh nghip trong vic tng khnng tiu th v tng li nhun cho doanh nghip

1.2 Chin lc Marketing

1.2.1. Cc cp chin lc trong cng tyChin lc c th phn chia theo ba cp : cp cng ty, cp n v kinh doanh

v cp chc nng.

1.2.1.1. Chin lc cp cng tyChin lc cp doanh nghip lin quan n mc tiu tng th v quy m ca

doanh nghip p ng c nhng k vng ca cc c ng. Chin lc cp doannghip l mt li cng b v mc tiu di hn, cc nh hng pht trin ca t chCng ty ang v s hot ng trong ngnh kinh doanh hoc nhng ngnh kinh doanhno? V cng ty s qun l cc hot ng kinh doanh ra sao?

- Chin lc tp trung vo mt lnh vc kinh doanh ring l: gip cng tyc th tp trung vo cc ngun lc vt cht, cng ngh, ti chnh, qun tr tng qut vcc nng lc cnh tranh ca mnh cnh tranh thng li trn mt lnh vc. Tp trunvo mt hot ng kinh doanh ring l c mt li th khc l cng ty s gn cht hvo cng vic ca mnh. Tuy nhin, theo ui chin lc ny cng ty c th b mt cc hi to gi tr v sinh ra li nhun cao hn nh a cc ngun lc v nng lc ccng ty sang cc hot ng khc.

- Chin lc hi nhp dc ngha l cng ty ang sn xut cc u vao chochnh mnh ( hi nhp v pha sau, hay ngc chiu ) hoc pht tn cc u ra cho chnhmnh( hi nhp v pha trc, hat cui chiu). Hi nhp dc cho php mt cng ty t c li th cnh tranh bng vic gip to ra cc ro cn nhp cuc, thc y uvo cc ti sn chuyn mn ha, bo v cht lng sn phm, v gip ci thin vihoch nh gia cc giai on ring l trong chui gi tr. Bt li ca hi nhp dc ba

gm cc bt li chi ph khi cc ngun cung cp ni b ca cng ty c chi ph cao, v



9/52

Viethanit n hoch nh chin lc marketingthiu tnh mm do khi cng ngh ang thay i nhanh hn khi nhu cu khng chchn.

- Chin lc a dng ha:Chin lc ny thng hng n mc tiu gitng gi tr, lm tng sc mnh th trng tng i so vi i th. a dng ha cng l

m rng phm vi ca t hp cc n v kinh doanh, phn no gim bt ri ro. dng ha c th to ra gi tr thng qua vic theo ui mt chin lc ti cu trcchuyn giao nng lc v th hin tnh kinh t v phm vi.

Chi ph qun l ca a dng ha l mt hm s ca s lng cc n v kinhdoanh c lp trong cng ty v phm vi kt hp gia cc n v kinh doanh ny.

1.2.1.2. Chin lc cp n v kinh doanh ( SBU)Chin lc cp n v kinh doanh l tng th cc cam kt v hnh ng gip

doanh nghip ginh li th cnh tranh bng cch khai thc cc nng lc ct li ca hvo nhng th trng ( on th trng) c th. Vn c bn m mi doanh nghip cgii quyt khi la chn chin lc cp n v kinh doanh l; h s cung cp chkhch hng sn phm v dch v no; cch thc to ra cc sn phm v dch v y; vlm cch no a cc sn phm v dch v n vi khch hng. Chin lc kinhdoanh phi ch ra c cch thc doanh nghip cnh tranh trong cc ngnh kinh doanh

khc nhau, xc nh v tr cnh tranh cho cc SBU v lm th no phn b cc ngunlc hiu qu.

Tm im ca s pht trin mt chin lc cnh tranh chung l cc la chn linquan n s phn bit sn phm, phn on th trng v kh nng khc bit ha. S khp ca ba la chn ny to ra dng c th ca chin lc kinh doanh chung c cty s dng. l:

- Chin lc dn o chi ph l tng th cc hnh ng nhm cung cp cc

sn phm hay dch v c cc c tnh c khch hng chp nhn vi chi ph thp nhtrong mi quan h vi tt c cc i th cnh tranh. T ginh c mt li th c ph ng k so vi i th cnh tranh khc cui cng chuyn thnh cc cng c hdn khch hng ginh th phn ln hn.Vi s thnh cng ca chin lc ny, ngdn o chi ph s c c 2 li th cnh tranh: c th i hi mc gi thp hn so vi th cnh tranh m vn c c cng mc li nhun, bi v chi ph thp hn; v lth th hai l ngi dn o c th tr vng hn xo vi i th cnh tranh khi s cc th trong ngnh tng v buc cc cng ty cnh tranh gi.



10/52

Viethanit n hoch nh chin lc marketing- Chin lc to s khc bit: mc tiu ca chin lc ny l t

li th cnh tranh ca cng ty bng cch to ra cc sn phm ( hng ha hay dch v) muc khch hng nhn thy l c o v mt vi c tnh quan trng. Cng ty to skhc bit c tha mn nhu cu khch hng theo cch thc m cc i th cnh tranh

khng th lm vi nh s i hi mc gi tng thm- Chin lc tp trung: Chin lc ny hng n trc tip phc v nh

cu ca nhm hay phn on khch hng hn ch. Mt chin lc tp trung s hnvo ke h th trng c th m n xc nh v phng din a l, loi khch hng ha bi phn on ca tuyn sn phm. C hai dng ca chin lc tp trung: chin lc ph thp tp trung v chin lc khc bit tp trung.

1.2.1.3. Chin lc chc nng.Chin lc chc nng lin quan ti vic tng b phn chc nng trong t chc

(R&D, Hu cn, Sn xut, Marketing, Ti chnh, ...) c t chc nh th no thhin c phng hng chin lc cp doanh nghip v tng SBU trong doannghip

Chin lc chc nng l mt li cng b chi tit v cc mc tiu v phng thhnh ng ngn hn c cc lnh vc chc nng s dng nhm t c cc mc ti

ngn hn ca cc SBU v mc tiu di hn ca t chc.1.2.2. Khi nim chin lc Marketing

1.2.2.1. Khi nim tin hnh kinh doanh c hiu qu, tng kh nng cnh tranh v ti u ha l

nhun. Cng ty cn tin hnh khai thc thng tin v nhu cu ngi tiu dng i vi s phm mnh ang kinh doanh v cc i th hin c v tim nng trn th trng. Cn cvo lng thng tin thu thp trn cng ty tin hnh phn on th trng, la chn thtrng trng im v s dng phi hp cc cng c Marketing. Bng vic thit lchin lc Marketing, cc hot ng Marketing ca cng ty c thc hin theo mquy trnh c hng ch c th ph hp vi nhng c im th trng ca cng ty.

Chin lc Marketing ca cng ty c hiu nh sau:Theo Philip Kotler Chin lc l h thng lun im logic, hp l lm cn c

ch o mt n v t chc tnh ton cch gii quyt nhng nhim v Marketing c

mnh. N bao gm cc chin lc c th i vi cc th trng mc tiu, i vMarketing-mix, v chi ph cho Marketing



11/52

Viethanit n hoch nh chin lc marketingChin lc marketing c xem l mt chin lc chc nng, n c pht tri

cp n v kinh doanh. Chin lc marketing l s l lun (logic) marketing nh mt n v kinh doanh hi vng t c cc mc tiu ca mnh. Chin lc marketin bao gm cc chin lc chuyn bit lin quan n nhng th trng mc tiu, marketin

mix v ngn sch marketing.1.2.2.2. Nhng cn c xy dng chin lc Marketing

Do chu tc ng ca nhiu yu t, nn khi xy dng chin lc Marketing phxut pht t nhiu cn c. C ba cn c ch yu m ngi ta gi l tam gic chin l l: cn c vo khch hng, cn c vo kh nng ca doang nghip, cn c vo ith cnh tranh. Hay cn gi l chin lc ba C v ba ch th ny trong ting Anh bt bng ch C (Company, Customer, Competitor). ngha c bn y l: khi xy dngchin lc kinh doanh, doanh nghip phi quan tm n vic dng thc lc ca mnh tho mn tt nhu cu th trng, ng thi va phi ht sc lm cho bn thn mnh cs khc bit mt cch hu hiu vi i th cnh tranh. Khch hng l c s cho mchin lc.

Cn c vo khch hng: tn ti v pht trin hot ng kinh doanh,mi doanh nghip phi chim c mt s lng khch hng nht nh, mt phn n

ca th trng. Khng chim c khch hng th doanh nghip khng c i tn phc v v do khng tiu th c sn phm dn n khng th tip tc hong kinh doanh. Do khch hng l mi c s cho mi chin lc, l yu t xuynsut qu trnh xy dng, trin khai v thc hin chin lc Marketing ca bt c doannghip no.

Cn c vo kh nng ca doanh nghip: khai thc cc ngun lc cadoanh nghip l mt trong cc yu t quan trng trong hot ng kinh doanh ca doanh

nghip. Bt c mt doanh nghip no cng c im mnh im yu. Do doannghip phi nghin cu nhng im mnh v im yu ca mnh ng thi nghin cnhng im mnh im yu ca i th cnh tranh pht huy c im mnh cmnh, khc phc nhng im yu v a ra nhng k hoch chnh sch ph hp.

Cn c vo i th cnh tranh: c s ca cn c ny l so snh kh nngca doanh nghip vi i th cnh tranh tm ra li th. Li th ca doanh ghip thin 2 gc : li th hu hnh c th nh lng c l: tin vn, c s vt cht thut, cng ngh,...;li th v hnh l li th khng nh lng c nh uy tn cdoanh nghip, nhn hiu sn phm ni ting, ti nng qun tr ca ban lnh o, b



12/52

Viethanit n hoch nh chin lc marketingkhng kh trong ni b cng ty...thng qua phn tch im mnh im yu ca i thcnh tranh v ca doanh nghip, t doanh nghip c th xy dng chin lcMarketing ph hp.

1.2.3. Vai tr ca chin lc Marketing

Chin lc Marketing v Marketing hn hp l hot ng ht sc quan trngtrong hot ng kinh doanh ca doanh nghip. Chin lc Marketing gip doanh nghitm kim nhng thng tin hu ch v th trng, c iu kin m rng th trng v tnquy m kinh doanh. Cc cng c Marketing gip doanh nghip chim lnh th trngtng th phn, y nhanh tc tiu th bng cch nng cao kh nng cnh tranh v lmtha mn nhu cu khch hng. Nh c chin lc Marketing cc hot ng ca doanhnghip c thc hin mt cch ng b, doanh nghip s tip cn vi th trng tinng, chinh phc v li ko khch hng v c th ni rng chin lc Marketing l cuni gip doanh nghip gn hn vi th trng

Qun tr chin lc Marketing s gip doanh nghip hiu r mc ch v hngi c th l vic xy dng cc chin lc Marketing Mix cho th trng mc tiu. Hocnh chin lc Marketing gip doanh nghip nm vng c hi, nguy c, hiu r nhnim mnh im yu ca mnh trn c s c th i ph vi nhng bin ng ca

trng v c c nhng chin lc thch hp.Vai tr ca chin lc Marketing ch c th t c nu doanh nghip xy dng

mt k hoch Marketing hp l, tc l c d gn kt cht ch ca chin lc Marketimix, ca mi b phn c nhn hng v th trng mc tiu la chn. Xy dng mchin lc Marketing ng hng to iu kin thun li thc hin tt nhim v.

Hoch nh chin lc marketing l mt tin trnh qun tr, nhm pht trin vduy tr s thch nghi chin lc gia mt bn l cc mc tiu v kh nng ca doanh

nghip, v bn kia l cc c hi marketing y bin ng. N da vo trin khai mt nh kinh doanh vng chc, mc tiu marketing ph hp, trn c s phn tch mitrng marketing (sn phm, th trng v cnh tranh), thit lp nhng chin lc hong c tnh cht lin kt.

1.3. Qui trnh hoch nh chin lc Marketing

S 2: Qui trnh hoch nh chin lc Marketing


Nhu cu vhnh vikhch hng

Mc tiu,ngun lccng ty

i th cnhtranh hint i tn lai

sswot

S

WOT

Thtrngmc tiu

Sn phmGi

Truyn thng

Phn onth trng

V tr v s khc bitca cng ty

Mc tiu

Marketing


13/52


1.3.1. Phn tch mi trng marketing S thnh cng v marketing ty thuc vo vic xy dng chin lc v cc chnh

sch marketing ng n ph hp vi nhng thay i ca mi trng marketing. Mitrng marketing tiu biu cho mt lot cc th lc khng th kim sot c m doannghip phi da vo xy dng chin lc v chnh sch marketing thch hp.

Theo Philip Kotler, mi trng marketing ca mt doanh nghip bao gm nhngtc nhn v nhng lc lng nm ngoi chc nng qun tr marketing ca doanh nghipv tc ng n kh nng qun tr marketing ca doanh nghip v tc ng n khnng qun tr marketing, trong vic pht trin cng nh duy tr cc trao i c li i

vi khch hng mc tiu.mi trng marketing c phn chia thnh hai nhm: mitrng v m v mi trng vi m.

1.3.2. Mc tiu chin lc marketing Mc tiu ca chin lc marketing th hin cc ch tiu c bn : sn lng ti

th, doanh thu, th phn, m chin lc marketing cn t c,v c xc ncn c vo:

Mc tiu kinh doanh ca doanh nghip. Cc kt qu t phn tch mi trng


Phn phi


14/52

Viethanit n hoch nh chin lc marketing Cc kh nng v ngun lc hot ng marketing .

1.3.3. Xy dng chin lc Marketing

1.3.3.1 La chn cc th trng mc tiu v nh v sn phma. La chn th trng mc tiu

Cc doanh nghip cn xc nh r khch hng ca mnh l ai? h c nhu cu vmong mun g cn c tha mn? chin lc marketing cn c xy dng cho tnnhm khch hng hay l chung cho tt c khch hng ? iu ch c tr li thngqua vic phn on th trng v la chn th trng mc tiu. Cng vic ny c tihnh qua cc bc sau:

- o lng v d bo nhu cuDoanh nghip cn tin hnh c lng nhu cu hin ti v nhu cu tng lai c

sn phm, cng nh xem xt cc yu t nh hng n nhu cu . Vn ny cnghi c bit quan trng i vi quyt nh v quy m v cch thc thm nhp thtrng .

- Phn on th trngCc nh marketing u tha nhn rng ngi tiu th trong th trng u mang

tnh khng ng nht, c th phn nhm theo nhiu cch khc nhau. Nhm ngi tiu

th c th lp ra bng cch da trn thng s a l, dn s hc, thng s tm l hv thng s hnh vi hc. Tin trnh phn khch hng thnh cc nhm lm ni r skhc bit v nhu cu, tnh cch, hoc hnh vi c gi l s phn khc th trng. Mth trng u c to ra t nhng khc tuyn th trng.

- La chn th trng mc tiuMt doanh nghip c th chn la tin nhp vo mt hoc nhiu khc tuy

ca mt th trng nht nh no . Tuy nhin hu ht cc doanh nghip u thmnhp vo mt th trng mi bng cch phc v mt khc tuyn duy nht, v nu vilm ny cho thy thnh cng, h tin nhp thm vo cc khc tuyn khc, ri bao trtheo hng dc hoc hng ngang. S thm nhp khng mang tnh cht ngu nhin m itheo mt k hoch ch ng. Cc doanh nghip nh thnh cng thng xc nh rngch mt lng nh khch hng s mua sn phm hay dch v ca h. V th, nhim vca h l xc nh, cng chnh xc cng tt, nhng khch hng tim nng ng thi

xoy cc chin dch marketing cng nh u t nghim tc tin bc v cng sc tmng li khch hng tim nng .



15/52

Viethanit n hoch nh chin lc marketingVic la chn mt phn on thm nhp phi xem xt ba yu t: quy m v

mc tng trng ca tng phn on, tnh hp dn v quy m, c cu v ph hp vkh nng marketing ca doanh nghip.

b. nh v sn phm

nh v tr sn phm trn th trng mc tiu l thit k sn phm v hnh nhca doanh nghip sao cho n c th chim c mt ch c bit v c gi tr trong tmtr khch hng mc tiu.

Doanh nghip cn phi tin hnh nh v xc nh cc li th cnh tranh vsn phm so vi i th, nhm xy dng chin lc marketing c kh nng to ra nhili th hn cho doanh nghip, trong vic tha mn nhu cu v mong mun ca khchhng , cng nh gp phn thnh t cc mc tiu chin lc ca doanh nghip mt cc

hiu qu hn.Doanh nghip cn xc nh v tr nhn hiu sn phm so vi cc nhn hiu cnh

tranh, c ngha l to ra s nh gi, nhn nhn v phn bit r rng ca khch hng vnhn hiu ca doanh nghip, nhng li th ca sn phm trong vic tha mn nhu ckhch hng so vi cc sn phm cnh tranh .

V vy doanh nghip cn thc hin cc bin php m bo rng sn phm cmnh chim mt v tr c bit v mt hoc mt s thuc tnh no trong tm tr khchng phn on th trng m doanh nghip mun hng n.

1.3.3.2. Chin lc Marketing Marketing Mix (4P) thng c dng trin khai c th chin lc marketin

vo tng (phn khc) th trng thng qua sn phm, knh, truyn thng v gi. Chakha thnh cng ca cc doanh nghip trong vic xy dng chin lc marketing datrn b khung 4Ps l h phi nhn ra rng khch hng l trng tm, th trng mc tiu

(Target market) l trng tm trong khi 4Ps xoay quanh na. Chin lc sn phmMt chin lc marketing c xy dng trn b khung 4Ps s bt u t chn

sch v sn phm. y l mt iu hp l v iu thit yu nht ca mt doanh nghil phi c mt sn phm hoc dch v a ra th trng.

Sn phm l tt c nhng ci g c th a ra th trng to ra s ch , musm, s dng hay tiu th nhm tho mn mt chu cu hay mong mun. Sn phm th l nhng vt th hu hnh, nhng dch v mang tnh v hnh , nhng a im (chothu a im, thu mt bng hot ng kinh doanh), nhng pht minh, sng ch, nhn



16/52

Viethanit n hoch nh chin lc marketingt chc hay nhng ngh. Khi to ra sn phm, cc doanh nghip cn nhn thc y v 3 mc ca n nhm tho mn nhng mong i ca ngi tiu dng.

Chnh sch sn phm l xng sng ca chin lc Marketing, l yu t c bu tin m doanh nghip quyt nh tung ra th trng mc tiu ph hp vi khch

hng tim nng c kh nng tiu th. Ch khi hnh thnh chnh sch sn phm, doanhnghip mi c phng hng m bo p ng nhng sn phm m th trng yu c Nu chnh sch sn phm khng m bo mt s tiu th chc chn hay khng m bmt th trng chc chn th hot ng tiu th s rt mo him v c th dn n bi. Chnh sch sn phm m bo cho doanh nghip th hin mc tiu chin lc kidoanh nh li nhun, v th v an ton.

Ni dung c th ca chin lc sn phm bao gm:

- Xc nh khi lng, danh mc nhng sn phm a vo tiu th trn thtrng.

- Nghin cu v thit k sn phm mi b. Chin lc gi cGi c l mt trong bn tham s Marketing hn hp c bn. Trong kinh doanh

gi c l mt cng c c th kim sot c m doanh nghip cn s dng mt cckhoa hc thc hin mc tiu chin lc kinh doanh. Gi c c tm quan trng rt l

- i vi khch hng: l c s quyt nh mua sn phm ny hay sn phm khc, gi c l n by kch thch tiu dng

- i vi doanh nghip: gi c l v kh cnh tranh trn th trng, quytnh doanh s v li nhun; gin tip th hin cht lng sn phm v nh hng chng trnh marketing chung.

- Tm v m: gi c l ngi ch o h thng kinh t, c nh hng n

s phn phi cc yu t sn xut; lm pht, li sut ngn hngHIn nay trn th trng, ngoi cnh tranh bng gi c cn c cnh tranh da vo

cht lng, bng dch v... nhng gi c vn ng mt vai tr quan trng. Hng ha skhng tiu th c nu gi c khng c ngi tiu dng chp nhn. Ngi tiu dnlun lun quan tm n gi c hng ha, do vy cc nh mt chnh sch gi ng c vaitr sng cn i vi bt k doanh nghip no. Cc quyt nh v gi c c nh hnn ton b qu trnh kinh doanh ca doanh nghip. Trong hot ng tiu th, doanh

nghip phi xc nh gi c p ng cc mc tiu chin lc Marketing, do cc mgi phi c nh ra trn c s cc mc tiu c xc nh r rng ty theo cc giai



17/52

Viethanit n hoch nh chin lc marketingon trong chu k sng sn phm, cc ngun lc ca doanh nghip, v th ca doannghip, tnh cht cnh tranh trn th trng a ra cc mc tiu nh gi ph hp.

Sau khi la chn mc tiu cho chin lc gi doanh nghip phi la chn chnhsch gi ph hp.

Tm li, chin lc gi i vi doanh nghip l vn c ngha cc k quantrng, n va l khoa hc ngh thut va l k thut c tnh tiu xo. Ty theo tng ikin hon cnh ca th trng cng nh ca doanh nghip m c cc chnh sch nh gikhc nhau

c. Chin lc phn phiPhn phi l ton b cng vic a mt sn phm/dch v t ni sn xut

tn tay ngi tiu dng c nhu cu, bo m v thi gian, s lng, chng loi, ki

dng, mu sc, cht lng m ngi tiu dng mong mun. Phn phi l cu ngip nh sn xut cung cp sn phm cho khch hng: ng sn phm, thi im, im, ng knh, lung hng. Doanh nghip tp trung sn phm, t chc iu hnh vchuyn tit kim chi ph, hn ch ri ro thit hi. Hin nay, ngy cng c nhiu doannghip quan tm n phn phi nh l mt trong nhng bin s Marketing to nn lth cnh tranh di hn cho doanh nghip trn th trng. Cc doanh nghip t chc vhot ng phn phi thng qua cc knh phn phi

Cc loi knh phn phiTrong chin lc Marketing, vic la chn phng thc phn phi no c co

l vn c tnh cht trng tm, bi v y l lc chuyn giao quyn s hu t ngsn xut sang ngi tiu dng. C nhiu phng thc tiu th phn phi sn phm. Tunhin vic p dng phng thc ny hay phng thc khc l do c tnh sn phmmc ch s dng chng, khi lng mua bn nhiu hay t, iu kin giao nhn, v

chuyn hng ha gia ngi mua v ngi bn quyt nh Knh phn phi trc tip: l hnh thc doanh nghip bn thng hng ha

sn phm cho ngi tiu th cui cng khng qua cc khu trung gianS 4: Knh phn phi trc tip


Doanh nghipsn xut

Ngi tiu dngcui cng


18/52


- u im : + Tng cng quan h gia nh sn xut v ngi tiu dng, kpthi chun xc thu c thng tin th trng

+ Nh sn xut trc tip gii thiu sn phm vi ngi tiu dng, phc v sau bn hng gy c tn nhim xy dng qun th th trng n nh

+ Rt ngn thi gian chu chuyn sn phm, gim tiu hao+ Gim ph trung chuyn+ C li cho nh sn xut khng ch gi c v phng thc xc

tin bn hng, thch ng linh hot vi bin i th trng, kp thi ra quyt sch, ichnh phng thc v gi c, nm bt c hi th trng.

- Nhc im: hot ng bn hng din ra tc chm, chi ph bn hng trctip cao, cn mt i ng cn b cng nhn vin chuyn bn hng ln, phi u t choh thng ca hng ln.

Knh phn phi gin tip: l hnh thc doanh nghip bn hng ca mnhcho ngi tiu dng cui cng qua cc khu trung gian bao gm: ngi mi gii, i l,ngi bn bun, ngi bn l.



19/52

Viethanit n hoch nh chin lc marketingS 5: Knh phn phi gin tip

- u im: + Vi hnh thc ny doanh nghip c th tp trung sc lc lm tt sxut, tng cng sng to mi, nng cao cht lng sn phm

+ C li cho vic tit kim, gim bt mc chim dng vn lu ng dodoanh nghip khng cn mt vn xc tin tiu th+ C li cho vic gip ca hng trung tm m rng th trng, khuch

trng tiu th, iu phi quan h sn xut tiu th, gii quyt mu thun gia s lv yu cu, chng loi sn phm v khong cch thi gian.

- Nhc im: thi gian lu thng hng ha di, doanh nghip kh kim sotc khu trung gian, thiu thng tin t ngi tiu dng v nhu cu, cc thng tin

phn hi v gi c, cht lng, mu m, dch v sn phm.d. Chin lc v truyn thng c ng Ngoi vic pht trin sn phm thch hp, t gi hp dn, thng qua knh tiu

th thng sut n khch hng mc tiu, cc doanh nghip phi to c thng hitrn th trng, thit k v truyn b hnh nh to c hnh nh c sc v iu kmua bn v c th a n cho khch hng nhng thng tin li ch khc, gip cho hotng tiu th m bo thnh cng. Trong qu trnh xc tin tiu th trn th trng,ngy cng c tc dng quan trng, bi v chin lc Marketing thnh cng hay tht bicui cng phi th hin qua tiu th ng thi thng hiu doanh nghip xy dng dc tt hay khng cng quyt nh thnh cng ca sch lc xc tin. Trong c ch thtrng hin nay, vic tiu th hng ha ngy cng tr nn kh khn hn. Trn th thtrng c rt nhiu sn phm hng ha cng loi vi sn phm ca doanh nghip lnh hng n hot ng tiu th ca doanh nghip. Do vy phi c cc hot ng x

tin h tr cho hot ng tiu th nh vy doanh nghip s tiu th sn phm d dhn.


Doanh nghipsn xut

i l

Bn bun

Mi gii

Bn lKhch hng tiudng cui cng


20/52

Viethanit n hoch nh chin lc marketing Nhng cng c c bn c s dng nhm hon thnh nhng mc tiu truyn

thng ca t chc thng c cp l h thng c ng. Mi cng c trong phthc chiu th c xem nh l mt cng c truyn thng marketing tch hp

S 6: H thng c ng

* Qung coQung co c nh ngha nh l bt c hnh thc truyn thng phi c nhn no

gii thiu v t chc, sn phm, dch v, kin hay cch suy ngh thng qua s tgip v c tr tin. Qung co c bit n nh l cng c tt nht v ph bin nhtrong cc hnh thc ca chiu th bi v tnh lan rng khp ni ca n. N cng l cngc quan trng nht. Nhng trong qun l tiu th qung co m trch khng ch nhimv truyn b. Mc ch ca qung co l tng cng kh nng tiu th, thu ht squan tm ca khch hng i vi sn phm, thc y nhanh chng qu trnh bn sn phm, gii thiu sn phm mi a ra th trng, tc ng mt cch c thc ti ngtiu dng h mua nhng sn phm hoc dch v c qung co.

Vn t ra cho doanh nghip l khi tin hnh qung co cn nh hngvo ai, cn tc ng n ai, nhm i tng no, mc tiu n nhn qung co?.. phng tin qung co no, thi im qung co no thu ht c nhiu khch hnmc tiu nht.

Qung co phi c tnh ngh thut, phi kch thch nhu cu. iu quan trng lqung co phi thit thc v ph hp vi mi ngi. Cc doanh nghip phi tnh tochi ph qung co, ng thi d on c hiu qu ca qung co em li.

* Marketing trc tip _ cho hng c nhn


H thng c ng

Qungco

Marketingtrc tip

Marketingtng tc

Khuynmi

Quan hcngchng

Bn hngtrc tip


21/52

Viethanit n hoch nh chin lc marketingCho hng trc tip c nhn l s thng t ring l. Hnh thc ny i hi tn

nhn lc, nhn vin cn phi c k nng chuyn nghip, chi ph v thi gian nhiu. Tuynhin, cho hng trc tip c nhn rt thun li v linh hot, thuyt phc trc tip vhiu qu . Nhng cng c cho hng ch yu

- Marketing bng Catalog qua bu in tip cn khch hng trin vng.- Marketing bng th trc tip: th cho hng, t bm qung co, bng ghi m,

ghi hnh v c a mm qung co, hng dn s dng ( tha mn c chn lc thtrng mc tiu

- Marketing qua in thoi: c h thng my quay s t ng, pht thng ip ghi hay chuyn cho tng i gii p (c s in thoi min ph cho khch hng mua hng, lm gim bt s nhn vin bn hng, lp danh sch ngi mua theo di,

phc v cc khch hng xa)- Marketing p ng trc tip trn TV, radio, tp ch bo ch: c knh truyn

hnh ring gii thiu sn phm, bn hng v dch v cho tt c cc loi sn phm.* Khuyn mi

Khuyn mi c nh ngha nh l nhng hot ng Marketing nhm cung cpgi tr thm v khuyn khch n lc lng bn hng, cc nh phn phi ha khch hngkhch hng v kch thch ngay n sn lng bn ra. Cc hot ng thc y bn hngc phn ra thnh 3 loi, nhm tc ng vo 3 i tng khc nhau, cc hot ng ns thu ht khch hng, khch l vic mua hng, tiu th sn phm v dch v ca doannghip.

- Khuyn mi (consumer promotion) - nhm tc ng vo ngi tiu dng nh ltng hng mu, phiu thng, tr li tin, bn hng aih h gi, phn thng, thi th phiu tng hng, biu din

- Khuyn mi (trade promotion) - nhm tc ng vo cc thnh phn tham giatrong dy chuyn phn phi ( cc nh bn bun, cc i l, cc nh bn l) nh l trcp mua, qu min ph, tr cp bng hng, qung co hp tc, thi ua doanh s tim bun

- Lc lng bn hng (sales force) - Nhm tc ng vo lc lc nhn vin bnhng ca chnh doanh nghip nh l tin thng, thi ua, so snh doanh s.

* Tuyn truyn/ quan h cng chng

Cng chng l cc nhm ngi c quan tm nh hng thc ti hay tim n nkh nng doanh nghip t c nhng mc tiu ca mnh. Doanh nghip cn lm t



22/52

Viethanit n hoch nh chin lc marketingcng tc tuyn truyn v quan h thng t v thu phc khch hng. Tuyn truyn lcc hot ng thng tin cho cng chng bit v nhng u im ca sn phm vdoanh nghip, c tnh cht thuyt phc cao v cc mu tin thi s mang tnh khch quanhn i vi khch hng

Cc cng c tuyn truyn ch yu- Xut bn phm hay cc t liu truyn thng: bo co nm, bi bo, phim t

liu, bn tin v cc tp ch ng ti cc thng t t cng ty- Cc s kin: hi ngh, hp bo, hi tho chuyn , trin lm, l k nim, b

tr cho cc hot ng vn ha x hi- Tin tc mang tnh cht tuyn truyn cho cng ty mt cch khch quan (gim

c gii, cng nhn trnh tay ngh cao, c cng nhn tiu chun cht lng tron

sn xut)- Bi ni chuyn trc m ng, hi ngh khch hng, nh phn phi- Hot ng cng ch: ng h gip , cu t, xy dng cng trnh phc li cng

cng- Phng tin nhn dng thu ht s ch : logo in trn sch, vn phng phm,

bng hiu, qun o ng phc * Bn hng c nhny l hnh thc truyn thng ngi n ngi, ngi bn c gng thc y v

thuyt phc khch hng tng lai mua sn phm hay dch v ca cng ty hay thc hicc tng. Khng ging nh qung co, bn hng c nhn i hi phi c s tip xgia ngi mua v ngi bn thm ch l c mt i mt hay thng qua cc phntin giao tip nh in thoi

Mc ch ca vic bn hng c nhn khng ch n thun nhm bn c mn

hng m cn bao hm nhiu mc ch khc. Chng hn nh thu thp thng tin v nhucu, gip khch hng trong vic la chn sn phm, quan h, phc v tt lu gkhch hng. Nhn vin bn hng l ngi trc tip gii thiu vi khch hng v sn phm ca doanh nghip, th hin tnh u vit ca sn phm, thuyt phc khch hmua sn phm, ng thi xc tin v m rng phm vi tiu th, L cu ni trung giann h c tc dng ln trong vic khai thc, thuyt phc khch hng v thu thp thngtin v sn phm trn th trng.



23/52




24/52


Phn 2: THC TRNG CHIN LC MARKETING

2.1. Gii thiu v cng ty nc gii kht Pepsio Vit Nam

2.1.1. Gii thiu chung.

Hnh 2.1. Biu tng pepsicoTp on Pepsi thnh lp nm 1898, tr s chnh ti thnh ph Purchase bang

New York, M.Nm 1965, Pepsi sp nhp vi tp on Frito-Lay thnh tpPepsiCo( vit tt: pep)L mt trong s cc cng ty sn xut thc n v ung ln nhth gii,vi thu nhp trong nm 2006 trn 35 t la .PepsiCo c h thng phn phi vmng li bn hng i l dy c gn 200 quc gia,v thu hn 185,000 nhn vintrn ton th gii Ti th trng Vit Nam cng ty Pepsi gia nhp th trng Vit Namvo nhng nm 90 ca th k trc v vi li th hng hu ca mnh Pepsi tung rachin lc khuyn mi i h gi v cc hng nc ngt nh l khc Vit Nam l

tc lm vo khng hong.Vi gi r cng thm uy tn hng u th giiPepsi bp cc hng nc gii kht ni a ch trong vng 1 thng.Cng ty Nc Gii kht Quc t Pepsico Vit Nam c thnh lp theo quyt

nh s 291/GP ngy 24/12 nm 1991 ca y Ban Nh Nc v hp tc v u t.Tinthn l mt cng ty lin doanh gia SP.Co v Cng ty Macondray - Singapore.Sn phmca PepsiCo Vietnam vi cc nhn hiu Pepsi, 7-up, Mirinda, Evervest, Sting, Aquafina,Twister t tiu chun quc t v tha mn nhu cu ni a v xut khu.

Cng ty nm a ch: tng 5,cao c Sheraton Saigon,88 ng Khi,Qun 1,TPHCM,Vit Nam.



25/52

Viethanit n hoch nh chin lc marketingChi nhnh ti H Ni:

a ch: S 1 Phng Mai, ng a, H Ni.Tel:(84-4)577 1100 - Fax: (84-4)576 4443.S khn cp:(84)5 741 111.

Website:http://www.pepsicocareer.com.vn2.1.2. Lch s hnh thnh v pht trin

Hnh 2.2. Logo Pepsico qua cc thi k24/12/1991 Cng ty Nc gii kht Quc t (IBC) c thnh lp do lin

doanh gia SP.Co v Marcondray-Singapore vi t l vn gp 50% - 50%.1994 M b cm vn vi Vit Nam.

* PCI c thnh lp vi 2 nhn hiu: Pepsi v 7Up.* Lin doanh vi s vn gp ca PI l 30%.

1998 PI mua 97% c phn, SPCo 3%, tng vn u t ln 110 triu la.2003 PepsiCola Global Investment mua 3% cn li, i tn thnh Cng ty

Nc gii kht Quc t PepsiCo Vit Nam. C thm cc nhn hiu: Aquafina, StingTwister, Lipton Ice Tea.

2005 Chnh thc tr thnh cng ty c th phn v nc gii kht ln nht Vit Nam.

2006 Tung ra sn phm Foods u tin (Snack Poca)2007 Pht trin thm ngnh hng sa u nnh.

http://www.pepsicocareer.com.vn/http://www.pepsicocareer.com.vn/


26/52

Viethanit n hoch nh chin lc marketing2.1.3. Vin cnh, s mnh.

2.1.3.1. Vin cnh:Ti Pepsico chng ti tin tng rng: Mi nhn vin nh mt c nhn, chng ti

c trch nhim ng gp cho cht lng cuc sng cng ng. Trit l ny c

biu th: Trch nhim ca PepsiCo khng ngng hon thin hnh nh trn tt c mni chng ti hot ng, mi trng- kinh t- x hito ra mt ngy mai tt p hhm nay.

a. T tng ct li:V gi tr ct li ca cng ty, Steven Reinemund (cu gim c iu hnh cng

ty PepsiCo) hy vng rng cng ng ca Pepsico c th phn nh c nhng gi trca cng ty l : s trung thc, s cng bng v s hon ho.

b. Mc ch ct li:em li s tin li cho tt c mi ngi.c. Hnh dung v tng lai:Pepsi s tr nn tr trung hn, khc l hn v ph hp hn vi cc khch hng

ca mnh.

2.1.3.2. S mnh:

Tr thnh cng ty hng u v sn xut hng tiu dng, tp trung ch yu vothc phm tin dng v nc gii kht. Chng ti khng ngng tm kim v to ra chiu qu ti chnh lnh mnh cho cc nh u t, to c hi pht trin v em li nhili ch kinh t cho nhn vin, cc i tc kinh doanh v cng ng ni chng ti hotng. Chng ti lun phn u hot ng trn c s trung thc, cng bng v chnh trtrong mi hnh ng ca mnh.

2.1.4. Phn tch mi trng Marketing

2.1.4.1 Cc yu t v m:a. Mi trng kinh t: Nn kinh t trn ton th c xu hng phc hi v khu vc Chu c d

on l khu vc tng trng kinh t nhanh nht th gii.Theo Ngn hng Pht trin chu (ADB)th nn kinh t chu (khng bao gm Nht) tng trng 3,4% trong nm2009 v Nm 2010, kinh t cc nc chu s tng trng khong 6%.Vit Nam



27/52

Viethanit n hoch nh chin lc marketingtrong qu I-2009 nn kinh t tng trng 3.1% v theo d on ca cc nh kinh t thGDP ca nc ta nm nay s l 4.6%

b. Mi trng cng ngh:Cng ngh ngy cng tr thnh nhn t then cht quyt nh s thnh bi ca

cng ty. Pepsi lun tm kim nhng cch thc cung cp dch v v thng tin vi chlng v hiu qu cao, s pht trin cng ngh ton cu em li nhng kh nng v gi php cho s pht trin ca Pepsi, lun lun tm kim bt c gii php no m c thgim bt chi ph ca vic a nhng sn phm ti khch hng v ci thin dch v cnlc l mt trong nhng mc tiu hng u ca cng ty.

c. Mi trng vn ho-x hi : Nc ta l mt tronng nhng nc an bnh trn th gii,vi nhng t tng vn

ho phi ni l thong. Vi li th trng nc gii kht th vi nc ta s khng ycu qu nhiu khi m nhng vn ho Vit Nam khng k th vi dng sn phm ny,vvi Pepsi cng th.

d. Mi trng nhn khu:Kt qu Tng iu tra dn s v nh nm 2009 cho thy Vit Nam hin l n

ng dn th 3 Asean v th 13 trn th gii, c th l 85,789,573 ngi.Nm bt nhu cu cng vi i tng phc v chnh ca Pepsi l gii tr, Pepsi ch ng dcu t khai thc th trng lao ng di do,gi r nhm gii quyt cng n vic lmcho i ng tr v cng l th trng tiu th tim nng hin ang cn b ng. Tuynhin vn chiu m, hun luyn v nm gi nhng con ngi i hi cng ty phmt 1 chi ph ln kt hp vi hnh thc qun l a dng nhm p ng s thay i cngun lao ng.

e. Mi trng chnh tr php lut:

Cng vi s pht trin ca nn kinh t t nc th h thng php lut ca Vi Nam ngy cng hon thin hn,vi ngy cng nhiu cc ro cn vi nhng nguyn tcngy cng gt gao hn.iu t ra cho cc nh lnh o ca Pepsico Vit Namnhng thch thc ln hn,phi lm sao cho ph hp vi php lut v vi tiu chi phattrin ca cng ty. Hn na mi trng kinh doanh Vit Nam ngy cng c thunli hn, do c mt nn chnh tr rt l bnh yn hn so vi cc nc trong khu vc.



28/52

Viethanit n hoch nh chin lc marketing f. Mi trung ton cu:Xu hng ton cu ho pht trin mnh m, nn kinh t ngy cng c quc t

ho mnh m, nhng th trng ton cu v nhn lc, cng ngh, t bn, hng honguyn vt liu, dch vngy cng c m rng. Chnh v th m Pepsi Vit ngy

cng thc hin vic xut khu sang cc nc trong khu vc. Theo tro lu ton cuho ,thc n nhanh, ung kiu M v ang nhanh chng c m rng khngngng tr thnh mt phong cch, mt gii php hu hiu,m cng ty ang m.

2.1.4.2 Cc yu t vi m:a. i th hin ti:

Hnh 3.1. Di th cnh tranh ca pepsicoVic xc nh ng v tr ca mnh ra cc mc tiu v thc hin chng bng

mi gi l mt trong nhng vic m Pepsi lun lm. V i th truyn kip ca Peps phi k n chnh l Cocacola.

Trn th trng th gii th Pepsi vn l k theo ui Cocacola nhng thtrng Vit Nam Pepsi li l ngi i u v lun l k i tin phong.V th nh hntp trung cao chnh l iu m PepsiCo cn phi c c c th tp trung smnh ti chnh ca mnh hn na m i u vi Coca-Cola trn cc th trng. thhin c vic ny khng th l d dng, PepsiCo cn phi tp trung sc mnh cmnh hn na. R rng l PepsiCo c c nhng chin lc tuyt vi i vi Coca-Cola, chnh l tng marketing th h Pepsi c gii thiu t

nhng nm u thp nin 1960



29/52

Viethanit n hoch nh chin lc marketingb. i th cnh tranh tim tng:Cung cp thc n v ung tin li ang dn tr nn l mt ngnh hp dn,v

y l lnh vc d u t v li nhun ln.Tuy nhin cc i th ny gp phi 1 s khkhn, l phi c ngun vn ln v lng trung thnh ca khch hng. xy dng

thng hiu, nhiu cng ty tp trung chi ph ln vo qung co.Bi v Pepsi l ngn Vit Nam u tin v cng l c mt t lu i trn th th trng v dnh c lth cnh tranh ln t cc yu t ch yu cho qu trnh sn xut sn phm n cc yuu vo cho qu trnh sn xut :nguyn vt liu ,lao ng ,thit b v cc k nng nPepsi hon ton c th tin tng vo li th ca mnh.Tuy nhin ci tin nhng dch vca mnh gi chn khch hngl nhng vic m Pepsi lun quan tm.

c. Nng lc thng lng ca khch hng:

Cng vi s pht trin ca nn kinh t,cuc sng ca mi ngui c nng caokhch hng ngy cng quan tm n nhu cu n ngon mc p nhng phi m bsc kho ca chnh h .Th trung ung v thc n tin li ang ngy cng phtrin,cc i th cung ng sn phm ngy cng a dng hn theo xu hng gia tngkhi lng v cht lng ca sn phm,cht lng cuc sng c nng cao lm gtng s nh hng ca ngi mua v khch hng ngy cng d dng hn trong vic lchn v so snh sn phm gia cc i th cnh tranh la chn cho mnh mt s phm tt nht v ph hp nht.

d. Nng lc thng lng ca nh cung cp:Pepsico Vit Nam l thnh vin ca Pepsico ton cu nn u c nhng nh cung

cp ln nht nh.Cc nh cung cp lin kt vi nhau theo xu hng cng c li choton ngnh, mi quan h tt vi nh cung cp s c duy tr to iu kin thun ltrong qu trnh hot ng.Tuy nhin th khi m trong th trng c qu nhiu i th

cnh tranh th nng lc ca nh cung cp s manh hn.e. Sn phm thay th:S tn ti ca cc sn phm thay th nh tr, c ph, cc hnh thc gii kht kh

ang lm mi e do cho cng ty lm hn ch kh nng t gi cao v tnh sinh li casn phm do cnh tranh cao.iu ng ngha vi vic Pepsi phi phn chia th phvi cc i th, kh khn hn trong vic tip cn khch hng hn.



30/52

Viethanit n hoch nh chin lc marketingPhn tch mi trng bn trong.

2.2.1 M hnh Swot 1. im mnh: Nc ngt c gas Pepsi l sn phm c

thng hiu lu i, uy tn v ni ting trnton th gii. Pepsi c th phn v ch ng kh vng chctrn th trng. Sn phm c cht lng hon ho, gi chp l, bao b p-bt mt, a dng v chngloi v mu m. Pepsi c khch hng nh gi cao v stin li, tnh nng ng. Pepsi gn lin vi phong cch tr trung, lun bt ph-l sn phm dnh cho gii tr. Khu v, hng v ph hp vi phn ngngi tiu dng Vit.

2. im yu: Sc mnh c c t nhn hiu cha cao.

Chi ph dnh cho qung co sn phm rtln. K th chnh yu l rt mnh. Th phn ca Pepsi trn th trng l kh niu,hu ht ngi dng cui cng l ngitr,hin vn c mt s t ngi khng thchhng v ca Pepsi. Vic thit k gi sn phm ca Pepsi vn cnkm hp dn.

3. C hi: phc hi ca nn kinh t sau suy thoi

nh vo gi kch thch kinh t ca chnh ph. Vit Nam gia nhp WTO. Th hiu v xu hng tiu dng hin ingy cng ln Quy m v c cu dn s tr. Th trng rng ln xt v c hin ti v thtrng tim nng trong tng lai.

Kh hu Vit Nam rt ph hp vi vic phttrin cc sn phm nc ung gii kht. Cng ngh pht trin nhanh v d dng tipcn hn so vi cc i th khc. C nhng nh cung ng ln, c uy tn Nguyn vt liu m bo.

4. e da. S gia tng v lm pht.

Sn phm thay th a dng. Khch hng ngy cng i hi cao v chtlng v mu m sn phm. p lc t cc i th cnh tranh l rt ln. S nhy cm v gi. Cnh tranh khng lnh mnh.



31/52

Viethanit n hoch nh chin lc marketing2.2.2 Phn tch m hnh Swot.

a. S - O: Nn kinh t phc hi sau suy thoi, nhu cu tiu dng tng cao s l ng lc ln

cho pepsi pht trin bi v pepsi c th phn ln v ch ng vng chc trn th

trngVic gia nhp WTO s l li th cho vic pepsi tip cn d dng vi cng ngh

ch bin, nguyn vt liu v cc nh cung ng ca mnhTh trng m rng, th hiu tiu dng hin i tt c s l c hi khi thc tri

cc li th v uy tn v kh nng ph hp vi ngi tiu dng Vit ca pepsiVic nm bt nhanh cc bin i v cng ngh lun l hng i nhanh nht

thnh cng

Dn s Vit Nam ngy cng tr ho l tt c nhng g m pepsi mong i bi vsn phm pepsi lun dnh cho gii tr.

b. S T:Gi c gia tng nhng vi s uy tn v lng khch hng ln s khng tc ng

ln ti nhu cu v sn phmGi c mt s nguyn vt liu c th gia tng nhng vi nhng nh cung cp uy

tn lu i th vic chn p gi s kh xy ra v s tc ng khng ng k n gi thnsn phm

S gia tng nhu cu ca khch hng s lun c nm bt kp thii th cnh tranh kh c th chn p pepsi n ng cng bi nhng thnh

cng v tm nh hng ca ca pepsi n ngi tiu dng khng d b lt v thay tc. W O: Nhng im yu ny kh c th hn ch c trn th trng hin ti.

Cng ngh pht trin, c th ci thin c vic thit k nhiu gi sn phm khnhau.

Th hiu v xu hng tiu dng hin i ngy cng ln l c hi pepsi mrng th phn.

Vit Nam gia nhp WTO l c hi pepsi qung b nhn hiu ca mnh trnnhiu th trng khc nhau.

d. Kt hp W T:

Cn phi gia tng sc mnh t nhn hiu phng s tn cng ca cc th cnh tranh.



32/52

Viethanit n hoch nh chin lc marketingC gng ci thin chi ph qung co.Khch hng ngy cng i hi cao v cht lng v mu m sn phm nn vic

thit k sn phm v gia tng cht lng sn phm cn phi c ci thin v nng c

2.3. Chin lc kinh doanh ca cng ty

2.3.1. Chin lc hin ti.Vi mc tiu l tr thnh cng ty hng u v sn xut hng tiu dng, tp trung

ch yu vo thc phm tin dng v nc gii kht, khng ngng tm kim v to ra chiu qu ti chnh lnh mnh cho cc nh u t, to c hi pht trin v em li nhili ch kinh t cho nhn vin, cc i tc kinh doanh v cng ng ni chng ti hotng. Chng ti lun phn u hot ng trn c s trung thc, cng bng v chnh trtrong mi hnh ng ca mnh.

Hin nay mc tiu ca pepsico vit Nam l a dang ha sn phm v da dng hath trng, theo ng chnh sch ca cng ty m.

Pepsico l hng sn xut nc ngt ln ng th 2 trn th gii,vi ngun lc tchnh vng mnh.Thng bo li nhun ca hng trong qu 2 nm 2009 l 1,19 t USD,tng ln t mc 1,06 t USD nm ngoi.

Pepsico Vit Nam c th phn ln nht trong lnh vc nc gii kht,vi cc nh

my sn xut ln ,dy chuyn hin i.Pepsi lun c nhng sng kin mi to ra nhng sn phm mi p ng nhu

cu ngy cng a dng ca ngi tiu dng.Pepsi s hu i ng nhn vin c nng lc , lm vic hiu qu. H thng phn

phi v bn hng rng khp trn ton quc



33/52


2.3.2. Bo co kt qu hot ng king doanh ca cng ty Pepsico VN nm

2009 2010Ch tiu Nm 2010 Nm 2009Tng ti sn 12.262.629.274.378 11.628.389.386.621

Tng ngun vn ch s hu 6,753,852,780,375 5,289,278,816,728

Doanh thu bn hng 373.264.085.885 318.360.902.308Cc khong gim tr - 68.963.736Doanh thu thun 373.264.085.885 31.291.938.572Gi vn hng bn 316.054.798.659 279.672.763.131Li nhun gp 57.209.287.226 38.619.175.441Doanh thu t hot ng tichnh

1 .556.290.773 18.866.658.032

Chi ph ti chnh 10.873.151.286 12.485.632.130+ Trong : Li vay 10.873.151.286 12.485.632.130Chi ph bn hng - -Chi ph qun l doanhnghip

23.139.675.434 16.885.151.747

Li nhun t hot ngkinh doanh

24.752.751.279 28.115.049.596

Thu nhp khc 1 92.628.194 45.695.485.765Chi ph khc 1.281.152.715 44.296.334.405Li nhun khc (1.088.524.521) 1.399.151.360Tng li nhun trc thu 23.664.226.758 29.514.200.956Chi ph thu thu nhpdoanh nghip

7.613.149.230 417.350.598

Li nhun sau thu TNDN 16.051.077.528 29.096.850.358

Li nhun gp bin: Th hin kh nng sinh li trn doanh s ca cng tyPepsico VN. Thng s ny o lng hiu qu ca cc hot ng sn xut v Marketing

t bit thng s ny cn phn nh tnh hp l trong chnh sch nh gi ca cng ty.

Li nhun gp v bn hng v CCDV Li nhun gp bin=

Doanh thu thun v bn hng v CCDV - Nm 2009 :Li nhun gp = 38.619.175.441 / 31.291.938.572 = 123,4% - Nm 2010 :Li nhun gp = 57.209.287.226 / 373.264.085.885 = 15,32%



34/52

Viethanit n hoch nh chin lc marketingThu nhp trn tng ti sn (ROA) :

Li nhun sau thu TNDN ROA =

Tng ti sn bnh qun trong k

- Nm 2009 : ROA = 29.096.850.358 / 11.628.389.386.621 = 0,002%- Nm 2010 :ROA = 16.051.077.528 / 12.262.629.274.378= 0,001% Nhng con s trn cho thy mc sinh li ca cng ty Pepsico VN l cha cao,

nm 2010 so vi nm 2009 tng nh. iu ny chng t cng ty s dng ti sn chahp l trong qu trnh to ra doanh s

Thu nhp trn vn ch (ROE) : Li nhun sau thu TNDN

ROE =Tng vn ch s hu bnh qun

- Nm 2009:ROE = 29.096.850.358 / 5.289.278.816.728= 0,55% - Nm 2010 :ROE = 16.051.077.528 / 6.753.852.780.375= 0,23%Thng s ny cho bit hiu qu ca doanh nghip trong vic to ra thu nhp cho

cc c ng, n cho bit kh nng sinh li trn vn u t ca h trong cng ty. Con sny cho thy cc c ng c li mt phn nh trong cc hot ng ca cng ty.

2.4. Chin lc Marketing hin ti ca cng ty

2.4.1. Chin lc sn phm

2.4.1.1. Pht trin sn phm mi:Hin nay pepsico - VN to ra nhiu sn phm p ng nhu cu ngy cng tng

ca con ngi.7 up Revive: L nc ung Isotonic c kh nng cung cp v cn bng kp thi

cc loi mui, khong cht, vitamin v nc m c th cn sau mi khi hat ng, gitinh thn lun thoi mi, sng khoi. Trong Isotonic c cha y thnh phn

electrolytes (mui, khong cht nh Natri, Ma-gi, Kali, Canxi v Clo), cc loi vitamin



35/52

Viethanit n hoch nh chin lc marketingB (B3, B6, B12) v nc v ging nh thnh phn thng b mt i qua m hi khi cth vn ng.

Hnh 2.3. Cc sn phm hin nay ca pepsicoDiet Pepsi: danh cho ngi n king.Sting: gip tng cng sinh lc trong mi hot ng.

2.4.1.2. Cc chin lc theo chu k sng ca sn phm:Hu ht cc sn phm nc gii kht ca Pepsi u l nhng sn phm quc

nn th chu k sng ca sn phm n s hng dn chng trnh pht trin sn phm,khoch nh mt sn phm nn c ngay t u k hoch m rng chu k sng ca s phm, ngay c sn phm c gii thiu ln u trn th trng.

a. Giai on gi thiu:Trong sut giai on gii thiu, vic nh gi c th l mt cng vic hi kh

khn. Cng ty s dng gi sn phm thay th ca cc i th cnh tranh gin tip lmim khi u ra quyt nh v gi.

Gi ca phng n tt nht c nhn bit nhng gi tr chnh lch hiu sut csn phm mi li khng c nhn bit. Khch hng c th gp kh khn trong vic lng gi tr mt sn phm mi m v khc bit. Cc quyt nh v gi trong gion gii thiu khng ch kh khn m cn rt quan trng.

t gi qu cao cho mt sn phm mi gii thiu c th git cht sn phm lm tn hi n cng vic ca nhiu nhn vin trong mt thi k pht trin di. V v

cn va tham khong gi ca i th cnh tranh tip ca mnh l Coca- cola va xemxt cc vn bn trong.



36/52

Viethanit n hoch nh chin lc marketing b. Giai on pht trin:

Trong giai on ny, PepsiCo-VN nn nh gi nh th no?Trong giai on ny pepsi ci tin thm cht lng tng cng thm hng v ln mu sc n mong muth trng v doanh s tng ln nhanh chng.

Pepsico Vit Nam c c v tr hng u v ng cong kinh nghim cng smun gim gi dn trong giai on ny. Chin lc ny s duy tr li nhun doanh s bn theo n v sn phm v ngn cn cc i th nhp cuc sau.

Mt s i th s b l hoc thua cuc.c. Giai on chn muiVo giai on chn mui, s tng trng doanh s bn theo n v sn phm

ang chng li v cc i th cnh tranh cn li ang c tm cch lm cho sn phm c

h tr nn khc bit nht l vi Coca-cola li cng c nhng sn phm nc gii khtng ng. Trong sut giai on ny, Pepsi cung cp nhng phin bn khc nhau casn phm tng cng them tnh nng,cht lng v ci tin kiu dng ca mu chcng nhng nh nhn mi phin bn u c chim gi mt phn khc th trnc nhm n.

d. Giai on suy tn:Giai on ny th hin s cnh tranh r nt nht. Trong giai on ny va ph

gim cho ph hp v ng thi cng gim chi ph qung co v bn hang n mc thnht.Vi nc ung nh Pepsi-cola th giai on ny l thng khng xy ra, trong giaon ny th cng ty tng cng hn na vic pht trin nhng sn phm mi, ng th phi ci tin sn phm cho cht lng ngy cng ph hp hn vi ngi tiu dng.



37/52

Viethanit n hoch nh chin lc marketing2.4.2. Chin lc phn phi

Hnh 2.4 Hot ng phn phi rng khp ca Pepsi Ngy nay hu ht nhng ngi sn xut u cung cp sn phm ca mnh cho t

trng thng qua cc trung gian phn phi v nhiu l do nh hn ch v mt ti chnhtit kim chi ph .Nhng trung gian phn phi hp thnh mt h trng knh phn phi-l tp hp nhng c nhn hay nhng c s kinh doanh ph thuc ln nhau linquan n qu trnh to ra v chuyn sn phm hay dch v t ngi sn xut n t

ngi tiu dng.Vi pepsi cng vy, mt d pepsi l mt i gia ln trong ngnh nc gii kht

vi tim lc ln mnh v ti chnh nhng pepsi khng t tay mang sn phm cmnh n tay ngi tiu dng m xy dng cho mnh mt h thng phn phi trnton ci Vit Nam . Ngoi cc i l v tng i l, Pepsi cn tip cn hu ht ccqun c ph (ni qung b v tiu th mt lng rt ln nc ngt ca Pepsi.

Thnh vin trong knh phn phi ca pepsi l khng qu phc tp v do c tnhca sn phm l sn phm tin dng .

Nhng nh qun l ca pepsi cng lun quan tm n vic khch l ng vin cctrung gian phn phi h lm tt cng vic c giao thng qua nhiu phng phpkhc nhau nh chit khu,thng theo doanh s

Hin nay Pepsi cn t chc knh phn phi theo h thng marketing ngang.Pepsi hin v ang hp tc vi nh hng phc v thc n nhanh KFC-ni

ngi ta n fast food v ch c ung pepsi.ngoi ra pepsi cn c hp tc vi ph 24htrong vic tiu th sn phm.



38/52


Hnh 2.5. Phn phi cng cc sn phm fast food Sng 7/9/2009, Cng ty Pepsico Vit Nam cng Cng ty c phn Kinh k

kt tha thun hp tc kinh doanh, m u cho s hp tc kinh doanh gia cng ty ngii kht thuc tp on a quc gia (Pepsico) v cng ty thc phm bnh ko c uy tnti ni a.

y l hnh thc hp tc da vo knh phn phi ca nhau m rng mng

li bn hng, pht trin th trng.2.4.3 Chin lc gi

a. nh gi sn phm mi: Nc gii kht l mt hng kh quen thuc ngi tiu dng,v th khi c mt sn

phm mi ra i th n cng ch c xem l mt sn phm thay th ch n khng thno m ra mt phn khc tht hp dn c.Chnh v th m khi cc sn phm mi cPepsi ra i th n u c nh gi vi mc gi thm nhp.khi sting hay Twister ctung ra th trng vo nhng nm 2005-2006 th 2 sn phm ny c nh gi thmnhp vi mc gi xoay quanh nhng sn phm c ca mnh hay ca i th cntranh.

u nm 2008 Pepsi li tip tc cho ra sn phm Sting sport nc tng lc ginhcho nhng ngi chi th thao vi 2 v cam v chanh,v y c cho l mt phn ontm nng m trc y cn b ng,v th Pepsi nh gi c phn cao hn,khi trc h

tung ra sn phm 7-up.b. nh gi sn phm ci tin mi, hin c a vo th trng mi:



39/52

Viethanit n hoch nh chin lc marketingKhi Pepsi k c hp ng xm nhp th trng Vit Nam, lp tc vi th l

hng hu ca mnh, Pepsi ngay lp tc thng lnh th trng Vit Nam t Nam raBc.Tt c nhng hng nc ngt linh tinh Vit Nam lp tc sp tim (ch cvi mt chiu thc n gin l khuyn mi i h gi). Vi gi qu r, cng thm u

tn cht lng hng u th gii, Pepsi bp cc i th Vit Nam trong vngkhng qu... mt thng.

Th trng ca Pepsi ngy cng m rng t nam ra bc t thnh th n nngthn,trn tt c lnh th vit nam.Nhng hng vn thc hin chin lc gi thng nhtrn mi th trng.

2.4.4. Chin sch truyn thng

2.4.4.1 Chin lc PR im ny th Pepsi Vit Nam lun thc hin rt tt, cng ty thng xuyn ti

tr cho cc cc hot ng vn ho th thao v ca nhc.Nhng ln t chc seagame,haycc hot ng bng chuyn trong cc gii u ti TP HCMth cng ty u c ti tr qung b hnh nh ca cng ty n vi cng chng. c bit cng ty cn thc hivic t chc sn khu m nhc ring cho mnh ngay trn din n forum ca cng ty.

Nhng chng trnh t thin, hot ng cng ng nh Gii Golf Hu Ngh T

thin Pepsi, tham gia h tr Ngy hi ca s, Ti tr cc cuc thi dnh cho ti nng trnh Dynamic, ng ti thnh cng, cc chng trnh hc bng dnh cho cc sinh vinti nng, vt kh v.v.. Cng chnh l li cam kt cng hin sc tr cho cng ng cPepsiCo Vit Nam.

2.4.4.2 Chin lc qung coPepsi-co l mt cng ty ln v a dng vi doanh s trn 8 t la. PepsiCo

pht trin mt chui su rng nhng cng c truyn thng i chng n vi giqun chng ca n. PepsiCo dng qung co liu lng cao xy dng v duy tr t lchim lnh th trng cho cc nhn hiu ca n. Nm1983, PepsiCo chi hn 472triu la tin qung co trn khp th gii, v tr thnh nh qung co mnh th 1trong nc. Sn phm nc ngt Pepsico nm1983 chim 26%th trng (ng saCocaCola vi t l 35%), ph qung co cho mt hng ny hn 65 triu la.



40/52


Hnh 2.6. Hnh nh qung co ca pepsico Nm 1984, Pepsico d nh chi hn 40 triu la cho ring nhn hiu Pepsico

thi. Nm 1983, Cng ty chi 47 triu la qung co cho PizzaHut v trch them 19 triula na cho TacoBell. Nhng sn phm khc cng c chi qung co t mt vi tinhiu triu la. Nhng Pepsico khng ch dng qung co n vi qun chng vkhch hng. Hn 1/3 chi ph qung co ca n nm 1983, khong 133 triu la cchi vo nhng phng tin truyn thng khng o lng c nh phiu thng, kthi c thng, nh c, nhng s kin c bit, nhng cuc trin lm thng mi, v c

hot ng khuyn mi khc. Trong nhiu nm, pepsi tin hnh Li mi ca Pepsimt kiu qung co v khu v mi gi khch hng dng th Pepsi so snh vi colaKhch hng dn dn b thu ht v nhng tr phiu thng, x s ca Pesico, ngi bth b cm d bi cc mn tr cp v trng by ca n. Nhng sn phm mi v nhnchin dch qung co mi c nhm ti nhng nh ng chai v bo ch mi khi cnhng s kin ni bt no din ra.



41/52

Viethanit n hoch nh chin lc marketing2.5. nh ga chnh sch Marketing ca cng ty.

2.5.1. u im:

2.5.1.1. Qung co em li li nhun cao trong vic bn hng

Thu ht khch hng, khng nh s c mt ca sn phm mnh trn thtrng

p ng nhu cu th hiu ca ngi tiu dng To c li th cnh tranh vi nhng sn phm khc trn th trng Khng nh c thng hiu ca mnh trn th trng

2.5.1.2. Sn phm

Sn phm nh v trong lng khch hng v n c mt lu trn thtrng

Pepsi c ga c thng hiu lu trn th trng ,c uy tn v ni tingthun li cho ngi tiu dng la chn sn phm

C cht lng hon ho bao b p bt mt a dng v chng loi Hng v ph hp vi ng o mi ngi Mu sc nng ng tr trung ph hp vi khch hng mc tiu m doanh

nghip mun hng ti

2.5.1.3. Gi To s n nh cho th trng, s trung thnh v ng h ca cc nh phn

phi. Vic nh gi thp hoc gim gi lm cho lng bn tng ln, to ra tng

doanh thu cao hn.

Hn ch s cnh tranh gay gt trn th trng v s st gim lng cui vi sn phm mi, nu nhng sn phm c ca hng phn ln ang giai on bha th p dng phng thc ny rt ph hp.

Vic cng ty nh gi sn phm trc khi a ra nhng quyt nh datrn c s mc gi mnh mnh mun cho sn phm s thun li cho vic nh v s phm, th trng v i th cnh tranh.

nh gi thp da trn s cnh tranh ca th trng to iu kin chongi tiu dng c kh nng la chn sn phm ca mnh vi mc p ng nhu cu chkhch hng l ti a.



42/52

Viethanit n hoch nh chin lc marketing2.5.1.4. Phn phi

Nhng nh qun l ca Pepsico lun quan tm n cc trung gian phn phi nn thu ht c s ch ca nhiu nh phn phi trung gian.

S hp tc vi cc nh hng phc v n ung lm cho sn phm n tay

khch hng 1 cch nhanh chng. Tin hnh hp tc kinh doanh vi cng ty c phn Kinh nhm m

rng mng li bn hng, pht trin th trng.

2.5.2 Nhc im

2.5.2.1. Qung co Chi ph cho qung co kh cao Vic s dng ngi ni ting lm qung co cn em li nhiu bt l

trong qung co nu khng cn nhc k lng Mc tiu qung co ch yu nhm vo gii tr l chnh Khng p ng kip thi theo xu hng ca gii tr hin nay Cc phng tin qung co cn nhiu bt cp v sai st

2.5.2.2. Sn phm Vic thit k gi sn phm pepsi vn cn km hp dn

Sn phm pepsi ch yu dnh cho gii tr Khch hng ngy nay i hi cao v mu m cht lng ca sn phm t c s thay i v hng v sn phm

2.5.1.3. Gi Th trng cnh tranh ngy cng gay gt, vi cc hng sn xut nc

ung i gia nh Cocacola, Tn Hip Pht, Tribeco

Th trng nc gii kht l th trng cnh tranh c c quyn, m c nhng sn phm phn bit trong khong gi nht nh, y l mt im hn ch chvic nh gi ca Pepsico.

Vic cng ty s dng phng php nh gi theo mc cnh tranh hinhnh gi theo i th, y l phng php nh gi hp l song nu s dng phng php ny m khng quan tm n chi ph v cu th trng trong khi chi ph l mt yut quan trng n nh gi th y c l l mt iu hn ch trong vic nh gi s phm ca cng ty.



43/52

Viethanit n hoch nh chin lc marketing Vi nhiu i th cnh tranh trn th trng nht l Cocacola do vic

khch hng c th la chn sn phm thay th l mt iu khng trnh khi v vy vinh gi cn phi kp thi v ph hp vi th hiu ca khch hng.

2.5.2.4. Phn phi

Vn cha bit vn dng v pht huy tt chc nng ca knh phn phi. Cha c chnh sch phn phi 1 cch trc tip vi khch hng.

Cha c s u t cho qu trnh phn phi sn phm.



44/52


Phn 3: HON THIN CHIN LC MARKETING

3.1. Hon thin chin lc Marketing ca cng ty.

3.1.1 Chin lc v sn phm.

gi c th cnh tranh, cng ty phi lun i mi v sng to ra nhng s phm mi cng nh ci thin gi tr gia tng ca nhng sn phm hin ti. Bt chp phng php tin tin v chi ph u t cao, sn phm mi vn phi i mt vi ttht bi cao mt cch ng s. V th, mt bc rt quan trng trong vic pht trin s phm mi l nghin cu th trng sn phm c quyt nh nn tip tc pht trisn phm mi hay khng. Hi ngi tiu dng v nhng yu im ca cc sn phhin c trong th trng m h tng dng hoc th qua.

Theo nh nghin cu hin nay th nhu cu ca con ngi pht trin lun i hihng v mi c bit l la tui gii tr hin nay.

V khch hng m cng ty mun nhm vo l gii tr nn PepsiCo c mt thtrng nht nh v c v th ca mnh trn phn khc th trng Nc gii khtVi nhng chin lc sn phm th tp on PepsiCo rt thnh cng trn phn khth trng Nc gii kht.

Qua tm hiu v cc chin lc sn phm ca PepsiCo Vit Nam, nhm xin ra nhng nhn xt v kin ngh sau:

1. Pepsi l mt thng hiu ln v lun l ngi dn u th trng cng vCoca-Cola. Do cng ty khng nn cho rng phi lp ht nhng ch trng trn thtrng m phi nn chn cho mnh ng ch trng no cn lp m thi v phi tinhnh nghin cu th trng v tm l khch hng tht k trc khi tung ra sn phmmi trnh lp li tnh trng cht yu nh cc sn phm Pepsi Max, Pepsi ONE

Pepsi Lemon2. Pepsi cn phi to cho mnh c khc bit r rt vi i th truyn

kip Coca Cola v trong nhiu nm thng hiu Pepsi khng th tch bit r rng vCoca-Cola bi hai mu v xanh dng ca thng hiu.

3. i vi nhng sn phm ch lc ca mnh th Pepsi khng nn tip tc sdng chin lc m rng theo ng thng m nn c gng gi nguyn v nng cacht lng hng v truyn thng. S tht bi ca Pepsi Max, Pepsi ONE, Pepsi Lemo

l nhng v d in hnh.



45/52

Viethanit n hoch nh chin lc marketing4. Cn i vi cc sn phm mi, Pepsi nn s dng chin lc nhn hiu

mi. V nh vy va c th a dng ho sn phm va trnh nh hng xu, gim uy cho nhng sn phm vn thnh cng trc nu sn phm mi b tht bi hoc xra s c no .

5. Nn tin hnh nghin cu v ci thin hng v cng nh kiu dng, bao b, mu sc, sn phm ph hp hn vi nhu cu v xu hng tiu dng ca tnnhm khch hng, tng vng min ca th trng tiu th.

6. Pepsi c nhng sn phm gi c s khc bit v thnh cng trn thtrng th cn gn gi v lm mi nhng dng sn phm ny to s c trng rinca cng ty, c th v gi c, hng v, kiu dng hay nhng gi tr v hnh m cng tymun gn kt vi sn phm mang li cho khch hng: nh Sting, Aquafina,.

7. Cn i vi nhng sn phm khng c a chung, v d nh mt ssn phm trong dng Poca: Poca Nutz, Poca Shots,cng ty cn tin hnh nghin cunguyn nhn ca vn trn v tm hiu nhu cu, mong i ca khch hng i vdng sn phm ny l g c s thay i, ci tin ph hp. Nu khng th cng ty cth loi b nhng sn phm ny khng lm nh hng n thng hiu cng ty cnh c th dn lc u t cho nhng sn phm khc c tim nng hn.

9. Ngoi ra, cng ty c th b sung thm nhng dng ng gi khc nh tigiy vi dung tch cao nhm tit kim cho ngi tiu dng khi mua cho gia nh vi slng ln. y cng c th xem l mt tng mi, to s khc bit cho nhng s phm gii kht.

10. Bn cnh , cng ty lun lun phi c s i mi sn phm c v nghincu pht trin sn phm mi p ng tt hn na nhu cu ca ngi tiu dng ngmt a dng trong tnh hnh hin nay.

Chng ta s pht trin sn phm theo hnh thc sn phm ng tm .V mu m, hnh dng: sn phm ca chng ta nh vo gii tr l chnh

v th chung ta s to ra sn phm vi hnh dng nh gn, nng ng , tin li c thcng cc teen i n khp mi ni . Kiu dng phi bt mt, gy ch v c o, kh bit vi nhng sn phm cng loi c sn trn th trng, khi sn phm ca tac t trn cng 1 gi vi nhng nhn hiu khc trong siu th, th ngi mua s ch ngay n.



46/52

Viethanit n hoch nh chin lc marketingV mu sc: chng ta s tip tc chn tng mu ch o cho sn phm l

mu v mu th hin c s nng ng v nhit huyt ca gii tr, y cng tng mu d dng thu ht c gii tr .

V hng v: cng da vo hng v ching ca sn phm t trc n nay

chng ta ch thm mt vi ph gia p ng nhu cu ca khch hng theo tng thiim (ma) . iu ny s thu ht c ng o gii tr hin nay.

3.1.2. Chin lc v gi.Pepsi l cng ty vo Vit Nam kh sm v n lun theo ui mc tiu dn u v

th trng, mc d nc ngoi th Pepsi lun l ngi theo ui Coca, nhng ncta th Pepsi mi l ngi dn u. Hn na cng ty cng mun to s n nh cho thtrng, to dng s trung thnh v ng h ca cc nh phn phi.

Gi c l mt trong cc cng c thuc phi thc marketing m cng ty s dng t c mc tiu marketing ca mnh. Cc quyt nh v gi phi c phi hvi nhng quyt nh v mu m, phn phi, c ng cho sn phm hnh thnh mchng trnh marketing nht qun v c hiu qu.

Cng ty phi nh gi sn phm trc, t mi a ra nhng quyt nh khcthuc phi thc marketing trn c s mc gi mnh mun cho sn phm.

nc ta ngy nay cng c nhiu hng sn xut nc ung gii kht,ngohai i gia Cocacola v Pepsi th cn c Tn Hip Pht, Tribeco, BidricoTh phn cahai i gia ny chim hn 60% th trng nc gii kht ca nc ta,trong th Pepsc phn nhnh hn Coca.Chnh v th m Pepsi lun theo ui chin lc nh gi thpda trn nhn thc ca ngi mua v gi cnh tranh trn th trng.

Mi trng cnh tranh by gi rt l gay gt,ai am hiu c khch hng cngnhiu,tho mn nhu cu cng tt th kh nng thng th l ln hn.Hiu c u n

Pepsi lun c chnh sch u tra v gi ca sn phm ca mnh v ca i th cntranh a ra gi sn phm ph hp vi gi tr nhn thc ca khch hng. Pepsi lunthc hin vic u t xy mi v i mi cng ngh khng ngng h thp chi ph mcht lng khng i thu ht khch hng.V xc nh ng gi tr nhn thc cakhch hng vic nh gi sn phm khng qu chnh vi gi tr nhn thc c ckhch hng.

Tuy nhin trong mi trng m cnh tranh m lun c nhng i th mnh nhCocacola th Pepsi lun tim cho mnh mt phng php nh gi hp l nht, l gi



47/52

Viethanit n hoch nh chin lc marketingtheo i th.Mi sn phm cng ty u c nh gi theo mc gi hin hnh. Cnhng sn phm c gi cao hn,thp hn hoc l ngang nhau so vi gi ca i th cntranh.

3.1.3. Chin lc v phn phi.

3.1.3.1. Thit k knh phn phi:a. Phn tch Yu cu ca khch hng v mc m bo dch v:i vi khch hng l nhng ngi tiu dng th h thng chn mua san phm

nc gii kht ti nhng ni thun tin ,d dng tn t thi gian ch i vi s lng v khng cn phi c nhng dch v h tr,

Vi nhm khch hng l nhng t chc(i l mua bn li) th h thng muavi s lng ln ,thi gian vn chuyn l khng qua di v cn c cc dch v h tr.

b. Nhng mc tiu v rng buc ca knh phn phi: Nc gii kht l loi sn phm ng chai d v do i hi knh phn phi

phi dm bo n mc thp nht c li vn chuyenr v s ln bc xp trong qu trnh lthng.

c. Nhng phng n chnh ca knh phn phi:Vi sn phm tin dng l nc gii kht pepsi xc nh s dng cch phn phi

rng ri -a sn phm vo cng nhiucuwar hng cng tt.V vy cc loi trung giancng ty s dng l cc ca hng bn l nh siu th,ca hng bn bch hav cctrung tm phn phi.

3.1.3.2. Qun tr knh phn phi:Thnh vin trong knh phn phi ca pepsi l khng qu phc tp v do c tnh

ca sn phm l sn phm tin dng . Nhng nh qun l ca pepsi cng lun quan tm n vic khch l ng vin cc

trung gian phn phi h lm tt cng vic c giao thng qua nhiu phng phpkhc nhau nh chit khu,thng theo doanh s

3.1.4. Chin lc v truyn thng c ng.

3.1.4.1. Chnh sch truyn thng.Truyn thng l mt cch thc gii thiu sn phm ca mnh n vi cng

chng. Cng chng mc tiu m Pepsi hng tt c nhng ngi ang v s l khchng ca pepsi. Bi v cng chng c th l nhng ngi mua tim nng, ngi s dn



48/52

Viethanit n hoch nh chin lc marketinghin thi, nhng ngi quyt nh mua v nhng ngi nh hng n tin trnh msn phm.

Khi xc nh c cng chng mc tiu v nhng c im ca n th ngitruyn thng phi quyt nh v nhng phn ng p li mong mun ca cng chng

Ngi truyn thng phi lm nh th no a cng chng mc tiu ln trng thi ssng mua cao hn.Trang thi sn sng mua ca khch hng c th l:Nhn thc, cm thv hnh vi.

3.1.4.2. Chnh sch qung co.

Hnh 3.2. Hot ng qung co bng th thao ca pepsiQung co l chng trnh truyn thng hiu qu khi n c a n cho tt c

cc khch hng, khi mt sn phm mi tung ra th trng th Pepsi thc hin cc tqung co rm r trn truyn hnh,bo ch,v cc pano-p phch to ng c dngtrn cc ng ph,v cc a im ca cc nh phn phi v cc nh bn l,s.Vmc tiu to ra s c mt trn th trng,to dng hnh nh tt p,v nhc nh ngtiu dng.

Cng ty pepsico p dng rt tt chng trnh qung co trn bo ch v trni pht thanh , y l hnh thc gi hnh rt tt v sn phm ca mnh trong tr tngtng ca khn gi v loi hnh ny rt kn chn khn gi .Th nn cng ty cn tip t pht trin hai loi hnh ny trong tng lai . y l loi hnh qung co thp m thu lhiu qu cao.

Phng tin qung co trn truyn hnh l hnh thc qung co rng ri v cnhiu ngi bit n v th m cng ty cn u t vo loi hnh nay p ng nhu ckhch hang m cng ty hng ti .



49/52

Viethanit n hoch nh chin lc marketingCng vi nhiu loi hnh qung co th loi hnh pht hnh vcd qung co gii

thiu v cng ty ca mnh cng s em li hiu qu cao, nu pepsi cng p dng lohnh ny cng thu ht mt s khch hang t m mun tm hiu thm v cng ty.



50/52

Viethanit n hoch nh chin lc marketing Ngoi ra chng ta c th p dng thm cc bin php sau y: Tip tc s dng cc phng tin qung co trn cc phng tin truyn

thng i chng nh: bo, tp ch, radio, tivi, Cn phi cn nhc la chn k lng trong vic chn ngi ni ting lm

i din cho sn phm ca cng ty Pht trin loi hnh qung co trn dch v intetnet trong thi bui cng

ngh hin i ngy nay, loi hnh qung co ny rt c gii tr a thch Mt loi hnh qung co hin nay gy c nhiu ch l qung co trn

bng in t t trn cc ta nh cao c , gia trung tm thnh ph . Nu pepsi p dnghnh thc ny s thu ht c nhiu khch hng tim nng

Pepsi cng c th p dng loi hnh pht hnh vcd gii thiu v cng ty,

y cng l hnh thc qung b hnh nh v sn phm cng nh cng ty. Tha mn nhucu tm kim thng tin ca nhng khch hng quan tm n sn phm ny

Cn phi khi dy nim am m ca khch hng bng cc qung comang m c tnh, si ng, nh vo tm l ngi tiu dng nh gii tr hin nay rthch phong cch hiphop nu chng ta nh vo xu th ny th s em li nhiu thnhcng cho sn phm ca mnh

Pepsi cn to c s sng to mi l trong qung co ca mnh to rs khc bit ca mnh so vi sn phm khc



51/52


KT LUNTrong xu th ton cu ha hin nay, ranh gii gia vng min, quc gia, cc th

trng khc nhau tr nn m nht, iu lm cho sn phm ca cng ty n tangi tiu dng mt cch nhanh nht. V ng ngha vi iu l mc cnh tran

ngy cng gay gt khng b hp trong bt c th trng n l no. Bn cnh tronnn kinh t nhiu thnh phn ang trong thi k qu , cc doanh nghip ni chung vcng ty Pepsico Vit Nam ni ring c t trong mi trng cnh tranh gay gt vkhc lit hn bao gi ht. Cch duy nht doanh nghip tn ti v pht trin v thng vi th trng, nm bt c hi v iu hnh hot ng sn xut, kinh doanh thenh hng th trng, phi t duy theo li t duy Marketing.

S thnh cng ca Pepsico Vit Nam khng nh c s ng n v tnhsng to trong chin lc kinh doanh cng nh trong cc chng trnh Marketing Mixca mnh.

Bn cnh s thnh cng vn cn mt s tn ti. Qua nghin cu v tm hiu vth nhm chng ti a ra nhng kin ng gp gip cng ty hon thin hn nachin lc m cng ty ang theo ui.

Trong qu trnh lm ti, do kin thc c hn s vn dng l thuyt v thc t

l mt khon cch kh ln nn khng th trnh khi nhng thiu st. Rt mong nhnc s gp ca thy c v cc bn ti c hon thin hn.



52/52


LI NHN XT CA GING VIN........................................................................................................................................................................................................................................................................................

............................................................................................................................................

............................................................................................................................................

............................................................................................................................................

............................................................................................................................................

............................................................................................................................................

............................................................................................................................................

............................................................................................................................................

............................................................................................................................................

............................................................................................................................................

............................................................................................................................................

............................................................................................................................................

............................................................................................................................................

............................................................................................................................................

............................................................................................................................................

............................................................................................................................................

............................................................................................................................................

............................................................................................................................................

............................................................................................................................................

............................................................................................................................................

............................................................................................................................................

............................................................................................................................................

............................................................................................................................................

............................................................................................................................................

............................................................................................................................................

............................................................................................................................................

Marketing Pepsi

Documents

Transcript of Marketing Pepsi