B CNG THNG

TRNG I HC CNG NGHIP TP.HCM

KHOA QUN TR KINH DOANH

Tiu lun mn : Qun tr Marketing

ti:

Chin lc Marketing
sn 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

08219081

2. Trn Th Kim Ba (NT)

08104401

3. V Th Thanh Hng

08104851

4. L Th Hng

08105761

5. Nguyn Th Bch Loan

08232891

6. Nguyn Th Hng Phng

08104581

7. Phm Ph Quc

08103101

8. Nguyn Th Kim Thao

08103221

9. Phm Th Minh Trang

08105801

10. Nguyn Th Thanh Vn

08102201

11. Trn Th Ngc Yn

08100071

MC LC
LI M U:.....................................................................................................1
Chng 1: Tng quan v tp on Kinh .....................................................2
1.1 Gii thiu v cng ty Kinh ...................................................................2
1.2 Lch s thnh lp........................................................................................2
1.3 Qu trnh pht trin...................................................................................3
1.4 Tm nhn s mnh ca cng ty..............................................................4
1.5 Cc sn phm.............................................................................................5
1.6 Cc cng ty thnh vin...............................................................................5
1.7 Thnh tu...................................................................................................6
Chng 2: Phn tch mi trng kinh doanh v c hi...................................7
2.1 Phn tch tnh hung:................................................................................7
2.1.1 Phn tch mi trng vi m:...............................................................7
2.1.2 Phn tch v m:.................................................................................13
2.2 Phn tch c hi ( Ma trn SWOT):.......................................................18
Chng 3: Chin lc Marketing cho bnh trung thu Kinh ...................20
3.1 Chin lc Marketing:.............................................................................20
3.1.1 Chin lc Porter:.................................................................................20
a. Sc mnh nh cung cp:...................................................................20
b. Sn phm thay th:............................................................................21
c. Ro cn ca cc cng ty gia nhp ngnh:........................................21
d. Sc mnh khch hng:......................................................................21
e. Mc cnh tranh............................................................................22
3.2 Mc tiu marketing:................................................................................23
3.3 nh v sn phm bnh trung thu ca tp on Kinh :....................24
3.4 Phn tch hot ng Marketing ca Bnh Trunh Thu (4P)..................29
3.4.1Chin lc sn phm (Product).........................................................29
3.4.2Chin lc phn phi (Place).............................................................31
a. Kinh xy dng knh phn phi a dng v rng khp:...........31

b. i l - knh tiu th chnh.............................................................33

c. Tip tc m rng h thng phn phi..............................................33
d. Chin lc phn phi Bnh Trung Thu...........................................33
3.4.3 Chin lc xc tin hn hn (Promotion)........................................35
a. Khuyn mi:......................................................................................35
b. Qung co:.........................................................................................35
c. T chc s kin:.................................................................................36
3.4.4 Chin lc Gi (Price)..........................................................................37
Chng 4: nh gi hiu qu ti chnh ca chin lc..................................39
KT LUN........................................................................................................41
DANH MC TI LIU THAM KHO..........................................................42

Tiu lun Qun tr MarketingChin lc marketing bnh trung thu Kinh

LI M U
Vit 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 v
th gii. Trc mi trng kinh doanh lun bin i, cnh tranh ngy cng gay
gt 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 nghip
trn 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 mi
v 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 u th 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 nay ang xut hin rt nhiu cc i th mnh c kh nng chim ly th
phn bnh trung thu Kinh . Vi mong mun gp phn tm ra hng i nhm
gi vng c v th ca Kinh trong tng lai nhm chng ti chn ti
nghin cu 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 tch c hi, nhng mc tiu marketing ca Kinh tm ra chin
lc marketing ph hp, a ra nhng chng trnh hnh ng gip bnh trung
thu Kinh gi vng v th, khng ngng ln mnh v Kinh s tr thnh
mt tp on kinh t ln 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

Tiu lun Qun tr MarketingChin lc marketing bnh trung thu Kinh

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) 38270838
Fax: (84) (8) 38270839
Email: info@kinhdo.vn
Website: www.kinhdo.vn
Cng ty c phn Kinh l cng ty ln chuyn sn xut v kinh doanh
thc 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 nhun
vo hng cao nht trong cc cng ty nim yt trn th trng chng khon ti
Vit Nam. Cc thnh vin hi ng qun tr cng ty c cc bo ch Vit Nam
bnh 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 u
ti th trng Vit Nam vi 7 nm lin tc c ngi tiu dng bnh chn l
Hng Vit Nam cht lng cao. H thng phn phi ca Kinh tri khp 64
tnh v thnh ph vi 150 nh phn phi v gn 40.000 im bn l. Sn phm
ca 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 phn
u t 10 triu USD vo nm 2003.
1.2 Lch s thnh lp
Cng 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 nhn
vin. Lc by gi, cng ty c chc nng sn xut v kinh doanh cc mt hng
bnh Snack, mt sn phm mi i vi ngi tiu dng trong nc.

Nhm TH: G11_DHQT4

Tiu lun Qun tr MarketingChin lc marketing bnh trung thu Kinh

1.3 Qu trnh pht trin
Nm 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 ti
thi im ch yu l ca Thi Lan). Sau qu trnh nghin cu kho st nhu
cu th trng, BG Cty quyt nh tng vn php nh ln 14 t VN, nhp
dy chuyn sn xut bnh Snack vi cng ngh ca Nht bn tr gi trn 750.000
USD. Vic sn xut v tung ra sn phm Bnh Snack Kinh vi gi r, mi v
c trng.
T 1996- 2000, cng ty lin lc rt vn v u t cng ngh sn xut, m
rng qui m trn khp Bc, Trung, Nam v thnh cng vi nhiu loi sn phm
mi nh: ko cng, bnh Cookies,bnh Cracker, ko Chocolate
Nm 2001 c xc nh l nm xut khu ca Cng ty Kinh . Cng ty
quyt 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.Nm
2001, 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, sn
phm v dy chuyn sn xut ca cng ty c BVQI chng nhn ISO 9002 v
sau 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 c
phn Kinh .
Bt u t ngy 01/10/2002, Cng Ty Kinh chnh thc chuyn th t
Cng ty TNHH Xy dng v Ch Bin Thc Phm Kinh sang hnh thc
Cng 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 khp
c 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 Nam
ca 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 CBTP
Kinh Min Bc (NKD) v Cng ty Ki Do vo Cng ty C Phn Kinh
Nhm TH: G11_DHQT4

Tiu lun Qun tr MarketingChin lc marketing bnh trung thu Kinh

(KDC). nh hng ca Kinh l thng qua cng c M&A, s m rng quy
m ngnh hng thc phm vi tham vng l s tr thnh mt tp on thc phm
c quy m hng u khng ch Vit Nam m cn c v th trong khu vc ng
Nam .
Song song , vi vic nh hng pht trin tr thnh mt tp on a
ngnh, Kinh cng m rng sang nhiu lnh vc khc nh u t kinh doanh
bt ng sn, ti chnh v pht trin h thng bn l. Theo , cc lnh vc c
mi tng quan h tr cho nhau, Cng ty m gi vai tr chuyn v u t ti
chnh, cc cng ty con hot ng theo tng lnh vc vi cc ngnh ngh c th
theo hng pht trin chung ca Tp on.
1.4 Tm nhn s mnh ca cng ty
Vi nhi t huyt, c sng to, tm nhn xa trng r ng cng nhng gi tr
ch thc, chng ti khng ch to ra m cn gi gm nim t ho ca mnh vo
nhng sn phm v dch v thit yu cho mt cuc sng trn vn.
Slogan: Hng v cho cuc sng
S mnh:
S mnh ca Kinh i vi ngi tiu dng l to ra nhng sn phm
ph hp, tin dng bao gm cc loi thc phm thng dng, thit yu, cc sn
phm 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
phong trn th trng thc phm.
Vi c ng, s mnh ca Kinh khng ch dng vic mang li mc
li nhun ti a trong di hn m cn thc hin tt vic qun l ri ro t lm
cho 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 tt
c cc thnh vin trong chui cung ng bng cch m bo mt mc li nhun
hp l thng qua cc sn phm, dch v y tnh sng to. Chng ti khng ch
p ng ng xu hng tiu dng m cn tha mn c mong c ca khch
hng.

Nhm TH: G11_DHQT4

Tiu lun Qun tr MarketingChin lc marketing bnh trung thu Kinh

Chng ti lun m mm v to mi iu kin tha mn cc nhu cu
v k vng trong cng vic nhm pht huy tnh sng to, s ton tm v lng
nhit huyt ca nhn vin. V vy Kinh lun c mt i ng nhn vin nng
ng, 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 trnh
hng n cng ng v x hi.
S t chc
Ch tch hi ng qun tr kim tng gim c iu hnh: Trn Kim
Thnh. ng c bo ch Vit Nam bnh chn l ngi giu th 10 Vit Nam da
trn chng khon. Gia tc nh ng cng s hu mt trong s nhng ti sn chng
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 ca
ng 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 Kim
Thnh v ng Trn L Nguyn v ng v tr 14 v 15 nhng ngi ph n giu
nht Vit Nam da trn c phiu.
1.5 Cc sn phm
Bnh 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 vin
Tri 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

Nhm TH: G11_DHQT4

Tiu lun Qun tr MarketingChin lc marketing bnh trung thu Kinh

Cng ty TNHH xy dng v ch bin thc

phm Kinh H thng Kinh Bakery:

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

t

1.7 Thnh tu
Nm 2009, thng hiu Kinh lin tip c mt trong hu ht cc bng
xp 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 ngnh
thc phm. Chng trnh ny do VCCI & Neilsen Vit Nam phi hp t chc
da trn nghin cu ngi tiu dng bnh chn cho 500 thng hiu. TOP 500
doanh nghip ln nht Vit Nam v Top 100 doanh nghip t nhn ln nht Vit
Nam (theo doanh thu) nm 2009 do bo VietNamNet & Cng ty VietNam Report
bnh chn. Cp vng Thng hiu vng an ton v sinh thc phm.Gii thng
Doanh nghip ng dng h thng qun l cht lng ton din (TQM) xut
sc.Danh hiu: Hng Vit Nam cht lng cao 14 nm lin do ngi tiu dng
bnh chn. Danh hiu Sn phm Tin & Dng 2009 v danh hiu Sn phm
Vit Nam tt nht nm 2009 do ngi tiu dng bnh chn. B GD & T tng
bng khen: n v c nhng ng gp xut sc cho s nghip gio dc.Gii
thng Thng hiu uy tn sn phm v dch v cht lng vng do ngi
tiu dng bnh chn, B Cng Thng ch tr t chc.Gii thng Thng hiu
mnh Vit Nam nm 2009 do Thi Bo Kinh T Vit Nam phi hp Cc Xc
Tin Thng Mi (B Cng Thng) t chc v bnh chn.

Nhm TH: G11_DHQT4

Tiu lun Qun tr MarketingChin lc marketing bnh trung thu Kinh

Chng 2: PHN TCH MI TRNG KINH DOANH V C HI

2.1 Phn tch tnh hung:
2.1.1 Phn tch mi trng vi m:

Khch hng

Thng 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 thanh
ton ca khch hng. Cc doanh nghip thng quan tm n nhng thng tin
ny nh hng tiu th.

Sc p v gi c

Cuc 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 nht
nn gi c ca hng ha lun l mi quan tm ln ca ngi tiu dng. Ngi
tiu dng lun c xu hng mun mua hng gi r nhng cht lng tt.

p lc v cht lng sn phm

Tp 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 tr
thng hiu, c 75 vn phng t ti 43 quc gia) phi hp vi cng ty nghin
cu th trng Customer Insights va cng b 10 thng hiu thnh cng ti Vit
Nam gm: Nokia, Dutch Lady, Panadol, Coca Cola, Prudential, Cool air, Kinh
, Alpeenliebe, Doublemint v Sony. Bo co cng ch ra 10 thng hiu c
tim nng pht trin mnh trong tng lai l Kinh , Flex, Sachi (tn sn phm
Snacks 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 ca
Millward Brown. Nhm nghin cu phng vn ngi tiu dng nh gi tng
cng 60 thng hiu v 10 loi sn phm. Kt qu kho st cho thy, Kinh l
doanh nghip duy nht trong ngnh sn xut bnh ko c ngi tiu dng quan

Nhm TH: G11_DHQT4

Tiu lun Qun tr MarketingChin lc marketing bnh trung thu Kinh

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

Nh cung cp

Sc 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 dch
v cung ng. Cc i tng doanh nghip cn quan tm l: nh cung cp nguyn
vt liu, thit b, vt t; nh cung cp ti chnh cc t chc tn dng ngn hng;
ngun lao ng.

Gi c

Kinh 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 hng

Cng 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 tc
lp k hoch s dng nguyn vt liu nn cng ty lun ch ng m bo
nguyn liu cho sn xut.

S lng nh cung cp
Nh 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 ho
cht Sau y l mt s nh cung cp cung cp cc nhm nguyn liu chnh cho
Kinh :
- 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 Ph
Yn
- Nhm b sa: nhm hng ny Kinh ch yu s dng t nc ngoi
thng qua vic nhp trc tip v qua nh phn phi hoc i l ti Vit nam.

Nhm TH: G11_DHQT4

Tiu lun Qun tr MarketingChin lc marketing bnh trung thu Kinh

- 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, Cornell
Bros
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 ch yu
ca Kinh i vi bao b l: Visinpack (bao b giy), Tn Tin (bao b nha),
M Chu (bao b thit).

i th cnh tranh hin ti

Hin 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 bnh

ko rt a dng v phong ph.

Lun to p lc gi
Khi 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 l
doanh nghip.

Cht lng sn phm

Trong 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
quan trng, song cht lng ca sn phm cn quan trng hn gp nhiu ln.
Ngi tiu dng khng chp nhn vic b ra mt khon tin mua mt sn
phm km cht lng. Cht lng ca sn phm bnh ko Kinh ngy cng
c ch trng nhiu hn v phi lun m bo yu cu v sinh an ton thc
phm.

S thay i quy m th trng

Nhm TH: G11_DHQT4

Tiu lun Qun tr MarketingChin lc marketing bnh trung thu Kinh

C 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
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, bnh

trung thu, mch nha Vi mc tiu hot ng l lun hng n sc kho v li
ch 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 tiu
ng hoc bo ph. Bibica hot ng vi chnh sch cht lng Khch hng l
trng tm trong mi hot ng.
V nng lc v cng ngh sn xut: vi sn phm ko cng v ko mm
Bibica sn xut trn cc dy chuyn lin tc vi cc thit b ca Chu u. Vi
nng sut : 10.000 tn/nm, Bibica l mt trong nhng nh sn xut ko ln nht
ca Vit nam. Do c sn xut t cc ngun nguyn liu cht lng cao, c
bit 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 dy
chuyn thit b ca : ng b, khp kn, p dng cc nguyn tc m bo an
ton v sinh thc phm vi sn lng hng nm hn 1500 tn.
Sn phm chocolate ca Bibica cng c sn xut theo cng ngh v
thit b ca Anh. Sn lng hng nm khong 600 tn chocolate cc loi. Ngoi
cc sn phm trn, Bibica cn c cc sn phm khc: bnh biscuit cc loi, bnh
cookies, 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 Ngi

Cng 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 doanh
Bnh ko nm Min Trung t nc. Bnh ko Qung Ngi hn 10 nm
Nhm TH: G11_DHQT4

10

Tiu lun Qun tr MarketingChin lc marketing bnh trung thu Kinh

c ngi tiu dng c nc bit n l mt sn phm cao cp vi a dng
chng 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 nh my sn
xut gn 10.000 tn sn phm cc loi. Cng ty bnh ko Qung Ngi hot ng
vi phng chm cht lng sn phm v v sinh an ton thc phm lun l
mi quan tm hng u.
Nng lc v cng ngh sn xut: Sn phm Bnh mm ph
Chocolate( Chocovina) ca cng ty sn xut trn dy chuyn cng ngh v thit
b ca Hn Quc. Dy chuyn sn xut Chocovina ng b v khp kn, p dng
nghim ngt cc tiu chun v cht lng v nguyn tc m bo V sinh An
ton Thc phm. Hng nm dy chuyn Chocovina c kh nng sn xut: 2.500
tn 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 ngh
ca i Loan. Nng sut dy chuyn Ko cng: 600 tn/nm, nng sut dy
chuyn 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 Vinabico

Vinabico 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 bnh
quy, bnh Snack, bnh Pilu, bnh Trung Thu, bnh ngt cc loi, bnh ci cao
cp, bnh m, bnh sinh nht, ko do Jelly, ko Nougat, ko mm, ko trang tr
cc loi v.v. Nhng sn phm ca Vinabico c sn xut trn dy chuyn my
mc v cng ngh nhp t cc nc nh Nht, c v . Cng vi cng ngh
ch bin tin tin ca Nht Bn, thng qua h thng qun l cht lng ISO
9001:2000, Vinabico hot ng vi phng chm Cht lng cao - Gi c hp
l.

Nhm TH: G11_DHQT4

11

Tiu lun Qun tr MarketingChin lc marketing bnh trung thu Kinh

Nhm TH: G11_DHQT4

12

Tiu lun Qun tr MarketingChin lc marketing bnh trung thu Kinh

Cng ty Bnh Ko Hi H

Cng 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 ty
C 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 gm
cc lnh vc bnh ko v ch bin thc phm, kinh doanh xut nhp khu: cc
loi vt t sn xut, my mc thit b, sn phm chuyn ngnh, hng ho tiu
dng 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: bnh
quy, bnh ko hp, bnh kem xp, bnh Crackers, v ko cc loi.
i th tim n
i 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 chun
b xm nhp ngnh, Kinh s phi i mt vi nhng i th rt mnh c thm
nin 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 i
th c mt trn th trng Vit Nam, kinh doanh khc sn phm ca cng ty
nhng 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 ca
doanh nghip do h a vo khai thc cc nng lc sn xut mi, vi mong
mun ginh c th phn v cc ngun lc cn thit. Vn t ra i vi
doanh 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 sn
phm, kh nng tip cn vi knh phn phi, cc i hi v vn, chi ph chuyn
i Vi nhu cu v thc phm ngy cng tng, cng thm nhng chnh sch u
i 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 th
ni 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 trng

Nhm TH: G11_DHQT4

13

Tiu lun Qun tr MarketingChin lc marketing bnh trung thu Kinh

trong qu trnh u t nghin cu sn phm, u t cng ngh, qung b sn
phm n ngi tiu dng. i vi Kinh , tim lc v ti chnh gip cho
cng ty to ra s khc bit trong vic a dng ho sn phm, to ra cc sn phm
c 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 quan
trng n thi quen tiu dng trong nhiu nm ti. D on nm 2020, dn s
Vit Nam s ng th t Chu , ch sau Trung Quc, n v Indonesia. T
l pht trin ny s mang li mt vi xu hng tiu dng mi v nhng thay i
trong thi gian sp ti, k c vic nhn i lc lng lao ng cng nh nhn i
s lng nhng ngi a ra quyt nh v s ngi tiu th; kiu h gia nh
nh 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 cng
pht trin, ngi dn cng c thm nhiu s la chn trong vic mua sm hng
ha, thc phm.
Yu t kinh t
Hot 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 nh
hng n hot ng ca doanh nghip. Hin nay mc li sut cho vay nng
nghip, nng thn v xut khu khong 16-21%/nm, cho vay sn xut - kinh
doanh 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 ginh
cho 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

Nhm TH: G11_DHQT4

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Tiu lun Qun tr MarketingChin lc marketing bnh trung thu Kinh

ph bin mc t 20,5% - 22%/nm. Li sut cho vay ca nhiu NH i vi cc
DN 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 c
Ngn hng Nh nc v cc gii php gim dn mt bng li sut gp phn kim
ch lm pht, n nh kinh t v m, bo m an sinh x hi theo Ngh quyt
11/NQ-CP ngy 24/2/2011 ca Chnh ph. Trong khi , Ngn hng nh nc
cng 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 l
s liu th hin tc tng trng ca nn kinh t v tc tng thu nhp bnh
qun tnh trn u ngi. Nhng ch tiu ny s cho php doanh nghip c
lng 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 , khu
vc nng, lm nghip v thy sn tng 3,2%; khu vc cng nghip v xy dng
tng 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 GDP t gi theo

Tng trng

(t USD)

u ngi (USD)

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). Nh
vy 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 gia
tng s h gia nh. Xu hng ny s tc ng trc tip n quy m v tnh cht
Nhm TH: G11_DHQT4

15

Tiu lun Qun tr MarketingChin lc marketing bnh trung thu Kinh

ca th trng trong tng lai cng nh s tc ng n hot ng kinh doanh
ca 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 quan
tm n cht lng dch v. Do vy doanh nghip mt mt phi quan tm n
vic ci tin sn phm, mt khc phi quan tm n vic thc hin, ci tin cng
nh m rng thm cc dch v mi nhm p ng yu cu ca khch hng. Bn
cnh , 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 vo
nn kinh t. kch thch s tng trng ca th trng. T l lm pht ca Vit Nam
thng 7/2011 l 22%, thng 8/2011 l 23% v Chnh ph ang c gng kim ch
t l lm pht nm 2011 dng li con s 15%.
iu kin t nhin
iu 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 kh
C 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 t
nh: nng nghip, cng nghip khai thc khong sn, du lch, vn ti, ch bin
thc phm
Trong thp nin gn y, nhn loi ang phi i mt vi s nhim ca mi
trng ngy cng tng, s cn kit v khan him cc ngun ti nguyn v nng
lng, s mt cn bng v mi trng sinh thi
Yu t cng ngh
S 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 mi
nhiu, thiu trang thit b tinh ch mang tnh hin i do cht lng sn phm
khng ng u, nng sut thp dn ti gi thnh cao lm gim sc cnh tranh
ca sn phm. T l s dng cng ngh cao trong cng nghip ca nc ta hin
Nhm TH: G11_DHQT4

16

Tiu lun Qun tr MarketingChin lc marketing bnh trung thu Kinh

nay mi chim khong 20%, trong khi ca Phi-li-pin l 29%; Thi Lan 31%; Malai-xi-a 51%, Xin-ga-po 73%. Vi trnh trng nh vy khi hi nhp kinh t, nu
khng chun b i mi cc doanh nghip Vit Nam s rt kh khn trong vic
to ra sn phm cnh tranh c trn th trng. Mt c im ht sc quan
trng 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,
thiu i ng cn b c trnh , c ngoi ng tip cn vi nhng tin b ca
khoa hc k thut th gii.
Chnh tr - php lut
Vit 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 theo
nh hng X hi Ch ngha. Mi trng chnh tr n nh, h thng php lut
ngy cng c hon thin to iu kin thun li cho cc doanh nghip kinh
doanh.
Hin nay, Vit Nam thit lp quan h ngoi giao vi 171 quc gia thuc tt
c 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 tr
ln ca th gii. Vit Nam cng l thnh vin ca 63 t chc quc t v c quan
h vi hn 500 t chc phi chnh ph. Vai tr trn trng quc t ca Vit Nam
c nng cao l tin tt, to iu kin thun li cho cc doanh nghip Vit
Nam y mnh xut khu , trong c Cng ty Kinh . ng thi cng mang
li cho cng ty Kinh nhng thch thc ln khi phi cnh tranh vi cc sn
phm 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
mi nh 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, nhng chng
trnh chi tiu ca chnh ph cng nh thit lp mi quan h tt vi chnh ph s

Nhm TH: G11_DHQT4

17

Tiu lun Qun tr MarketingChin lc marketing bnh trung thu Kinh

gip cho doanh nghip tn dng c nhng c hi v gim thiu nhng nguy c
do mi trng ny gy ra.
Lng ca ngi lao ng tng ln: thng 05/2010, Chnh ph tng mc
lng ti thiu ln 730.000/thng s lm cho sc mua ca c nc phn no
c tng ln ng k. Tuy nhin n cng lm cho cng ty CP Kinh phi tng
chi ph do qu lng tng ln.
Vn ha x hi
Vit 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 trong
mi giao lu vi cc nc trn th gii v cng l ni rt d cho vic thm nhp
cc lung vn ho, cc tn gio trn th gii.c tnh, hin nay Vit Nam c
khong 80% dn s c i sng tn ngng, tn gio, trong c khong gn 20
triu tn ca 6 tn gio ang hot ng bnh thng, n nh, chim 25% dn
s. 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, th
thnh, nht l tc th Mu ca c dn nng nghip la nc. Trong nhng sinh
hot tn gio th thng c chun b thc n v bnh ko l mt phn khng th
thiu. S a dng v tn gio v th cng theo tin ngng cng to iu kin tt
cho ngnh sn xut bnh ko pht trin.
Quan nim sng hin nay c s thay i rt nhiu, cng vi vi sng ngy
cng ci thin l nhu cu sng ngy cng cao hn. Ngi dn quan tm nhiu
hn n nhng tiu chun an ton thc phm, mc cht lng, v sinh ca sn
phm, c bit l thc phm. Ngi tiu dng Vit Nam s cn quan tm nhiu
hn na n sc kho, n cc thnh phn v cc nhn hiu chng hn nh hm
lng cht bo thp hoc hm lng cholesterol thp. S thch i du lch ca
ngi 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 ni
chung v bnh ko ni ring.
2.2 Phn tch c hi ( Ma trn SWOT):

Nhm TH: G11_DHQT4

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Tiu lun Qun tr MarketingChin lc marketing bnh trung thu Kinh

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 la
chn cc chin lc pht trin ph hp.
Biu din Ma trn SWOT ca Cng ty C phn Kinh :
C hi (O)

Nguy c (T)

1. Kinh t trong nc pht 1. S thm nhp th trng

trin n nh v thu nhp ca i th cnh tranh mi
ca ngi dn ngy cng t nc ngoi khi gia nhp
tng.

AFTA, WTO.

2. Tim nng th trng 2. S gia tng u t vo

bnh ko trong nc cn sn xut kinh doanh ca
MA TRN SWOT

ln.

cc doanh nghip hot

3. Nhu cu v thc phm ng trong lnh vc bnh

dinh dng cao cp ngy ko trong nc.
cng cao.

3. S di chuyn ngun

4. m rng th trng xut nhn lc cao cp sang cc

khu khi gia nhp AFTA, cng ty nc ngoi trong
WTO.

tnh hnh u t nc ngoi

vo Vit Nam tng cao.

Chin lc SO: S dng Chin lc ST: s dng cc

Mt mnh (S)

cc im mnh tn dng im mnh hn ch v

c hi bn ngoi
1.

Thng

n trnh cc mi e do t

mi trng bn ngoi
hiu 1- S dng cc im mnh 1- Tn dng im mnh

mnh, c ngi S1, S2, S3, S5, S7, S8 S3, S4, S5 vt qua e
tiu dng tn nhim.

tn dng cc c hi O1, do T1, T2. (Chin lc

2. Mng li phn O2, O3, O4. (Chin lc khc bit ho sn phm)

phi rng.

pht trin th trng)

3. H thng my 2 - S dng cc im mnh

mc v dy chuyn S3, S4, S5 tn dng cc
Nhm TH: G11_DHQT4

19

Tiu lun Qun tr MarketingChin lc marketing bnh trung thu Kinh

sn xut hin i.

c hi O1, O2, O3, O4.

4. Hot ng nghin (Chin lc pht trin sn

cu v pht trin phm mi)
mnh.

3 - S dng im mnh S5

5.Tim lc ti chnh tn dng c hi O1, O2.

ln.

(Chin lc pht trin cng

6. i ng qun l ngh mi)

c kinh nghim.

4 - S dng im mnh S6

7. Gi thnh hp l.

tn dng c hi O4.

8. Cht lng sn (Chin lc pht trin nng

phm m bo

lc qun l v cht lng

Mt yu (W)

ngun nhn lc)

Chin lc WO: Khc Chin lc WT: Ti thiu
phc im yu nm bt ho cc im yu trnh
c hi v tn dng c hi khi mi e do

hn ch im yu
1. Cha khai thc 1- Hn ch im yu W1 1- Ti thiu ho im yu
ht cng sut ca tn dng cc c hi O1, W3 trnh e da T3.
my mc thit b.

O2, O4. (Chin lc nng (Chin lc nhn s)

2. Qun l nguyn cao nng lc sn xut)

vt liu tn kho
cha hiu qu.
3. Phong cch qun
l kiu gia nh vn
cn tn ti.

Nhm TH: G11_DHQT4

20

Tiu lun Qun tr MarketingChin lc marketing bnh trung thu Kinh

Chng 3: CHIN LC MARKETING

BNH 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 nguyn
vt liu tng mnh. Cng ty Kinh c th thu mua nhng nguyn liu ny th
trng ni a dn n lm gim s ph thuc vo bin ng gi th gii v ri
ro v t gi.
Bt m l nguyn liu Vit Nam khng sn xut c do iu kin t nhin
song mt hng ny li c cung cp rng ri trn th trng thng qua cc cng
ty nhp khu. Hn th na nh nc khng c quy nh no v hn ch v s
lng nhp khu bt m nn nguyn liu lun c bo m. Nhng nguyn liu
khc nh ng, cc gia v khc cng ty trong ngnh c th ty chn nh cung
cp 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 s
lm gim li nhun gp trong ngn hn do cng ty khng th tng gi bn ngay
lp tc. Do vn d tr hng tn kho khng nhng m bo cho hot ng
n nh m cn nh hng trc tip n kh nng sinh li. Tuy nhin, cc nh
cung cp nguyn vt liu chnh cho cng ty u c nh my ng trn a bn
thnh ph H Ch Minh, v vy ngun nguyn liu lun sn c, chi ph vn
chuyn khng ng k. Nhng mt hng nhp khu c cung ng rng ri bi
nhiu cng ty nhp khu vi mc gi cnh tranh.

Nhm TH: G11_DHQT4

21

Tiu lun Qun tr MarketingChin lc marketing bnh trung thu Kinh

b. Sn phm thay th:
Kinh hin nay ang s hu mt lot cc dy chuyn sn xut bnh ko a
dng cc sn phm bnh trung thu ca cng ty lun ng hng u trn th
trng khi ni n bnh trung thu thng hiu u tin ngi tiu dng nh n
chc chn l Kinh . Mt s sn phm sau thi gian tng trng cao bt u
c tc tng chm li hoc gim th phn. Th phn mi loi sn phm tng hay
gim cn ph thuc vo th hiu ngi tiu dng qua mi mt giai on. V th
s gia nhp ca mt sn phm no mi no trong ngnh cng c kh nng tr
thnh i th cnh tranh tim tng v c th thay th cho chnh cc sn phm
hin ti. V vy, Kinh cn phi khng ngng tin hnh cc hot ng R&D
lin tc a ra th trng nhng dng sn phm mi bn cnh nhng sn phm
c 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 trng
nht l v sinh an ton thc phm. Cc tiu chun ca c quan php lut a ra
mc d cha thc s cht ch. Song phn ng ca ngi tiu dng s l mt yu
t khin doanh thu ca cng ty b nh hng vd: sa nhim melamin, hay nc
tng.
Cng ty Kinh s hu dy chuyn cng ngh hin i, ngun cung cp
nguyn liu n nh nh s c li th hn nhng cng ty nh khng p ng
c nhng yu cu ny. Kinh ang c nh hng m rng hot ng sang
lnh 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 th
mi. H thng phn phi c m rng hn cng l ro cn cho cho cc cng ty
mi 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 trong chin

Nhm TH: G11_DHQT4

22

Tiu lun Qun tr MarketingChin lc marketing bnh trung thu Kinh

lc ny c ch nht l s khc bit ha sn phm, iu ny c th hin
kh r trong chin lc sn phm Bnh trung thu. in hnh l hiu c mong
mun ca khch hng a ra nhng sn phm nh khch hng mong i.
Mong mun ca khch hng l chn c thng hiu bnh uy tn, cht lng,
m bo v sinh an ton thc phm, ngi biu tng cn cn th hin s tinh t
qua chnh vic chn hp bnh sao cho tht ph hp, th hin ht c tnh cm
chn thnh. Vi ngi cao tui, ngi c nhu cu n chay, n king hay vi
nhng i tc, khch hng, bng hu hay nhng ngi thn yu th Bnh trung
thu Kinh cng a ra nhng dng bnh, mu m nhng hp bnh theo
phong cch sng to, s thch khc nhau, hng v cc loi nhn cng tht a
dng, l ming, khng trng lp thch hp vi nhu cu a dng v to khc
bit vi cc i th v vy Bnh ca Kinh s l la chn hng u ca khch
hng. 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 dng
sn 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 hng
l tnh c trng v nhn hiu, bao b ca cc dng Bnh trung thu Kinh bi
ngi tiu dng d dng nhn bit v tin cy vo thng hiu ny vi s kt hp
hi ha ca thit k hp sang trng v mu sc tinh hoa lm tng thm gi tr ca
nhng 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 t
ny ca chin lc sc ht t khch hng bng chin lc xy dng i ng lm
vic theo tinh thn Together, We Win, vi mc ch xy dng i ng nhn vin
chuyn mn cao, hp tc, cng hin v hng n khch hng.
e. Mc cnh tranh
Tnh 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, cn
i 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 doanh
nghip c nhng ci tin kp thi a ra th trng nhng sn phm mi
Nhm TH: G11_DHQT4

23

Tiu lun Qun tr MarketingChin lc marketing bnh trung thu Kinh

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 cp
Trng 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 cp
do cc khch sn ln sn xut. Chng hn, Khch sn Hilton mi y t chc
gii thiu 8 hng v bnh cho ma trung thu nm nay. Bn cnh s phong ph
v chng loi sn phm ln gi bn th cc doanh nghip ang tn dng ti a cc
knh bn hng qua cc s in thoi nng hoc c chnh sch chit khu ti a
cho 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 t
10 27% cho nhng n hng t 5 n trn 1.000 hp (bnh thng) v gim 5
15% cho n hng 10 n 50 hp (bnh vng)Tnh trng tng trng th
trng bnh trung thu y tim nng v thu ngun li nhun cao nhng ng thi
cng xut hin kh nhiu i th tham gia dnh git th trng, tnh cnh tranh
ca 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 hng
trng im nhm khai thc ti a li th cnh tranh v bo m s pht trin cn
c bn vng, trong nm 2010. Kinh tip tc y mnh xy dng h tng c s
to nn mng cho tng lai. Cc d n mang tnh chin lc nm trong k hoch
Marketing c trin khai v tng bc mang li kt qu kinh doanh kh quan
cho cng ty trong nm 2010. Hng ti tng lai, Kinh u t ng k
vo hot ng xy dng thng hiu v t c nhiu thnh qu ng ghi
nhn trong 2010. Thng hiu Kinh xp hng 4 trong Top 10 Thng hiu
ni ting ti Vit Nam (theo kho st ca Cng ty Nghin cu th trng
ACNielsen nm 2009), Kinh tip tc chinh phc ngi tiu dng, tr thnh
biu tng qu biu th hin tnh thn trong ma Trung Thu.

Nhm TH: G11_DHQT4

24

Tiu lun Qun tr MarketingChin lc marketing bnh trung thu Kinh

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

http://kinhdofood.vn/AboutUs/5/Hoat-Dong-Marketing.html
Vi nn mng thnh cng c, nm 2011, Kinh tip tc vi mt s mc
tiu 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 vi 120.000 im bn l,
1.800 nhn s bn hng trn ton quc, 30.000 im bn kem v sn phm lm
t sa, 100.000 im bn gii kht.
Hot ng nghin cu pht trin sn phm mi c ch trng c bit, m bo
ngun sn phm mi ca cng ty trong nhiu nm ti. Bnh trung thu Kinh
lin tc ng u th trng, vn c cng ty u t ci tin hng nm c v
cht lng v mu m bao b. Ma trung thu nm nay, Kinh gii thiu cng
thc bnh vi vi ngt gim n 30%, c bit bnh trung thu chay cao cp.
Tip tc pht trin cc sn phm bnh trung thu c a thch nh 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 7
tiu thc nh v dng sn phm bnh trung thu ca mnh nh sau:
Nhm TH: G11_DHQT4

25

Tiu lun Qun tr MarketingChin lc marketing bnh trung thu Kinh

Tiu thc 1: nh v da trn cc tiu ch cht lng v thnh t gi

tr (Features & Attributes)

y l tiu thc nh v kinh in thng c s dng vi nhiu chng loi

sn phm khc nhau .
V "Xu hng tiu dng bnh Trung thu hin nay ang hng n nhng
sn phm c cht lng cao, mu m p, ph hp vi cc nhu cu khc nhau
nh 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 bit v vt tri v cht lng hng nm. B sn phm Trng Vng cao cp
khng ngng c gia tng gi tr t hng v thng hng n thit k hp bnh
trang nh, sang trng; dng sn phm c Trng (bnh trung thu truyn thng)
lun c ci tin qui trnh sn xut, gim ngt, b sung cht x, nng cht
lng sn phm ti u v khc bit ha hng v tng loi nhn bnh. t ph v
tnh sng to, ng cp l Dng sn phm cao cp Trng Vng gm 8 b sn
phm: Hng Phc, Vinh Hoa, Tinh T, Hng Ph, Thanh Tnh, Thanh T, Tao
Nh v Hon Bch.

Tiu thc 2: nh v da trn Li ch sn phm

Tiu 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 m
sn phm mang li cho ngi tiu dng. y l mt tiu thc rt hu hiu bi
tnh 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, v
bnh c trng ring, c ch bin t thnh phn nguyn liu qu him, b
dng 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
cng ngh sn xut bnh Trung Thu hin i vi bnh Trung Thu Tuyt v bnh
Pha L. Nhng chic bnh Pha L xinh xn, c mu sc t nhin thanh nh vi
lp v thm 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

Nhm TH: G11_DHQT4

26

Tiu lun Qun tr MarketingChin lc marketing bnh trung thu Kinh

cng ngh to mu sc, hoa vn, cu trc v bnh c sc, tinh t, hon ton khc
bit dng sn 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 nh

v nhn hiu thnh cng. C s ca tiu thc nh v ny l nhm n vic tp
trung tm ra nhng vn m ngay chnh c ngi tiu dng i khi cng khng
nhn 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 th
trng theo th hng ca cc dng bnh ko vo cc dp L, Tt. i vi dng
bnh Trung thu v Tt Nguyn n: Do nhu cu ca khch hng biu tng l ch
yu nn s phn cp th hin kh r rt v a dng. V th, th trng bnh
Trung thu 2011 s l cuc cnh tranh khc lit ca nhng thng hiu ln, cht
lng cao. S cnh tranh ny c th hin r nht chnh sch bn hng, chit
khu, 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 trng
hp chng ta c th s dng tn ca mt n v trung gian, mt n v hay mt
nhn 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 nm
bt thi c ma v Trung Thu v Tt Nguyn n. Mc d dn u th trng
bnh Trung Thu t nhiu nm qua vi th phn tuyt i chim hn 75% th
trng, Kinh mnh dn u t, tip tc i u trong vic ci tin mu m
v nng cp cht lng sn phm bnh Trung Thu. Nh vy, doanh s ma Trung
Thu ca Kinh vn tng trng mnh bt chp bi cnh kinh t kh khn v
khuynh hng tit kim ca ngi tiu dng. Nm 2009 nh du thng ip

Nhm TH: G11_DHQT4

27

Tiu lun Qun tr MarketingChin lc marketing bnh trung thu Kinh

truyn thng mi ca Kinh v ngha Tt Trung Thu l Tt ca tnh
thn, c ngi tiu dng v x hi hng ng tch cc. Cng nm trong
chin lc gn kt thng hiu vi cc dp L c truyn ca dn tc, trong dp
Tt Canh Dn 2010, cng ty gii thiu chng trnh Thy Kinh l thy
Tt. Vi thit k bao b hon ton mi, p, cht lng c ci tin khng
thua km cc sn phm ngoi nhp cao cp, sn phm cng ty Kinh c
ngi 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 xun v. Kt qu l ngnh hng
Tt ca Kinh t tng trng 15% so vi cng k nm trc, a ra th
trng 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 hiu

sn phm hay ng ha nhn hiu sn phm vi thng hiu cng ty. in hnh
l Sony, IBM v Nestl.
Nm 2009 Cty Kinh D nghin cu v pht trin thnh cng cc sn phm
gim ngt gim bo, to ra s khc bit r rt v hng v ca sn phm, tng
mc cm nhn v chp nhn sn phm. Tung ra th trng cc dng sn phm
theo phong cch mi nh Bnh Trung thu Tuyt, Trung thu pha l c o, mi
l.
Nm 2010 -Tip tc pht trin sn phm theo nh hng dinh dng bng vic
nghin cu gim ngt, gim bo vi t l cao, tng cng cc nguyn liu t
nhin; Pht trin mnh dng sn phm cao cp cho nhu cu biu tng; Tip tc a
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 khu v v
dinh dng. Mi chic bnh l mt tc phm ngh thut vi s phi hp hi ha
cc thnh phn nguyn liu to nn mi v ngt thanh c trng v ring bit cho
tng loi nhn bnh. Khch hng c th tha thch chn la theo khu v ring
cho dp sum hp gia nh m Trng.

Nhm TH: G11_DHQT4

28

Tiu lun Qun tr MarketingChin lc marketing bnh trung thu Kinh

Uy tn thng hiu Kinh gn lin vi nn tng cht lng sn phm cng
chin 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 khai
nhng hot ng Marketing hiu qu trong nm 2010. Qua , tip tc duy tr v
khng 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 ngi
tiu dng (consumer insight), chng ta cng c nhiu c hi nh v nhn hiu
mt 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 Nguyn
n qua vic a dng ha chng loi sn phm, nh v sn phm nh qu biu
c trng, m rng th trng ra min Bc vi cc khu v thch hp. Kinh s
tip tc u t v truyn thng mang cc thng ip v Trung Thu v Tt n
vi 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 (emotional
benefitsGi 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 tm
l 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 Vit
Nam. 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 l
Cng 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, thay
i mu m thng xuyn vi t nht trn 40 sn phm mi mi nm. Mt im
khc 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 ch
ph gia, nh m cc loi bnh ko ca Kinh c mi v hp dn v ring
Nhm TH: G11_DHQT4

29

Tiu lun Qun tr MarketingChin lc marketing bnh trung thu Kinh

bit.L thng hiu mang tm c quc gia, tp on Kinh lun gi vng uy
tn 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% so
vi sn phm khc cng loi. Cc sn phm ca Kinh ch yu c phn
phi trong cc ca hng bn l ring ca Kinh , hoc phn phi trong cc siu
th ti trung tm cc thnh ph.
iu c bit l s ng b v cch trng by sn phm, v dch v bn
hng ca Kinh ht sc chuyn nghip, i ng nhn vin tn tnh, chnh iu
ny to nn im khc bit v ni tri ca Kinh so vi cc i th cnh tranh.
3.4 Phn 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 vn
cn vng mnh v pht trin bi trong qu trnh pht trin, Kinh khng ch
ch trng n sn phm, m h quan tm n hu ht cc yu t lm nn bn
sc thng hiu. Nh vy m thng hiu ca h "n" su trong tm tr khch
hng. 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 cho
bnh trung thu Kinh . Bnh Trung Thu Kinh ly yu t truyn thng lm
gi tr ct li v lm nn s khc bit so vi cc sn phm cng loi trn th
trng. Ring dng sn phm truyn thng nh: Vi c, g quay jambon, thp cm
lp xng, u xanh, khoai mn, u , sa da, ht sen tr xanh c tiu
th 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 mn
qu em li khng kh m p tnh thn, trn ngp nim vui Hnh Phc trong nim
vui xum vy ca mi gia nh. Trng vng Thnh Vng: L mt mn qu thay
li cu chc cho gia nh Thnh Vng, s nghip pht trin, Trng vng May
mn: L li chc may mn dnh cho ngi thn, i tc trong dp Trung Thu
Mt im khc bit ca Kinh so vi cc doanh nghip khc na l ngoi cng
ngh hin i, Cng ty rt ch trng vo k thut ch bin sn phm, nht l cng

Nhm TH: G11_DHQT4

30

Tiu lun Qun tr MarketingChin lc marketing bnh trung thu Kinh

thc pha ch ph gia, nh m cc loi bnh trung thu ca Kinh c mi v
hp dn v ring bit.
Bnh trung thu Kinh lin tc ng u th trng, vn c cng ty
u t ci tin hng nm c v cht lng v mu m bao b. Nm bt thi c
ma v Trung Thu, Kinh mnh dn u t, tip tc i u trong vic ci
tin cht lng, sn xut bng cng ngh mi, trn nhng dy chuyn sn xut
hin 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 bin
theo cng ngh sn xut bnh Trung Thu hin i vi bnh Ht sen Mochi, Tr
Xanh 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 cng
u xanh v ht Hnh nhn, to nn hng v thm bo c trng l s t ph
y sng to ca Kinh trong nm nay. Ma trung thu nm 2011, Kinh gii
thiu cng thc bnh vi vi ngt gim n 30%, c bit bnh trung thu chay
cao cp. Bc t ph cho cc dng sn phm Trung thu bng cng thc gim
ngt, mang n sn phm ngon hn, v ngt thanh hn ca Kinh cng c
ngi tiu dng nh gi cao. Ngoi vic p ng tt hn nhu cu ca ngi tiu
dng, Kinh cn chuyn dch c cu sn phm sang cc phn khc c mc li
nhun cao hn.
c bit, vi s quan tm sc khe ca Ngi Tiu Dng, ma Trung thu
2011 Kinh to bc t ph cho cc dng sn phm Trung thu bng cng
thc 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 bnh
cng c thit k hon ton mi, vi hai tng mu truyn thng v hng
cnh sen duyn dng, ni bt hnh nh hoa vn trang nh, khng nh nt mi v
u th ca sn phm Kinh , va tn vinh hp bnh bn trong, va dnh cho
khch 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 i
mu m thng xuyn. Sn phm ca bnh trung hu Kinh lun khng nh s
sang trng, tinh xo v gi tr cao cp bc nht c bit l b sn phm Trng
Vng Ph Qu. Vi thit k bao b hon ton mi, p, cht lng c ci tin

Nhm TH: G11_DHQT4

31

Tiu lun Qun tr MarketingChin lc marketing bnh trung thu Kinh

khng thua km cc sn phm ngoi nhp cao cp, Bnh trung thu Kinh c
ngi 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 ra
th trng sn phm bnh Trung Thu Trng Vng vi mu m bao b mi sang
trng tip tc mang n cho khch hng s hi lng tuyt i v mu m, cht
lng v ht hng ngay t u ma. c bit, dng sn phm bnh Trung
thu Xanh ch bin t 100% thnh phn thc vt t nhin, tt cho sc khe c
Kinh tin phong gii thiu trong nm nay c ngi tiu dng ng h
nhit tnh v p ng ng xu hng thng thc cng nh nhu cu biu tng ca
khch hng. Mi sn phm l mt tuyt phm vi thit k hp g bc nhung sang
trng, 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 lng
theo tiu chun ISO 9001:2000 trong khu kim tra cht lng sn phm v dch
v, do t chc BVQI ca Anh Quc chng nhn thng 10/2002. H thng qun
l cht lng ISO 9001:2000 c Cng ty tun th nghim ngt. T nm 2002
n nay, Cng ty c t chc BVQI tin hnh ti nh gi h thng qun l
cht lng ca Cng ty 7 ln (theo chu k c 6 thng ti nh gi mt ln) vi
kt qu tt.
C cu sn phm a dng vi cht lng v mu m thit k vt tri
khng nh u th ca Kinh trong vic m bo p ng trn vn nhu cu
thng thc, biu tng a dng, k c phn khc biu tng cao cp ca ngi tiu
dng 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 th
cng nhiu cng em li li nhun cho doanh nghip. tiu th hng ha ca
mnh, mi doanh nghip s dng nhng phng thc phn phi hng ha
sn phm cho ph hp vi c th ngnh ngh kinh doanh cng nh cc c tnh

Nhm TH: G11_DHQT4

32

Tiu lun Qun tr MarketingChin lc marketing bnh trung thu Kinh

ca sn phm m doanh nghip mun tiu th. Cng ty Kinh s dng knh
phn phi theo s sau :

Kinh Bakery

CTCP
Kinh

Siu th

i l

Bn l

Ngi
tiu
th
cui
cng

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 phn
phi rng khp c nc ch yu qua 3 knh chnh: h thng cc nh phn phi v
i 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 pha
Bc) v thng qua cc i tc ng minh chin lc. Cho nn, Bnh Trung Thu
cng c hng li trn c s h thng phn phi sn c .
H thng phn phi Kinh mang n nim tin ln bng vic to
c bc chuyn mnh r rt vi hn 200 nh phn phi mnh, chui 30 ca
hng Kinh Bakery, gn 120.000 im bn, 30.000 im bn kem v sn phm
t sa,... trn ton lnh th Vit Nam vi s phc v ca hn 1.800 nhn s bn
hng tnh n cui nm 2010.. i vi knh phn phi hin i, Kinh cung
cp sn phm trc tip cho hn 150 siu th. Do vy, mng li phn phi ny
c nh gi l mt trong nhiu h thng mnh trn c nc, thch ng vi
nhng s bin ng ca th trng, tiu th khong 85% doanh s bn ca cng
ty.
Kinh khng nhng ch trng phn phi vo knh truyn thng, m cn
phn phi qua rt nhiu knh nh h thng siu th, h thng bakery, knh thi

Nhm TH: G11_DHQT4

33

Tiu lun Qun tr MarketingChin lc marketing bnh trung thu Kinh

v, knh trng hc, khu vui chi... Tnh n nay, hu ht cc im bn hng t
trung 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 th
phn gn 30%, ring v chng loi bnh trung thu, cng ty ang c li th ln
trn th trng vi th phn ln ti 70% trn c nc. Hng nm, tc pht trin
knh phn phi ca Kinh l t 15 n 20%.
b. i l - knh tiu th chnh
i 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 knh
ny chim khong 85% tng khi lng sn phm tiu th ca cng ty. T cc
i l ny, sn phm ca cng ty tip tc thng qua cc nh bn l ti tay ngi
tiu dng cui cng. Cc i l ny u c mc tiu hot ng, k hoch kinh
doanh ring nn kh c th p dng hiu qu c s sc mnh hp php. Cng ty
c th p t mt s iu kin yu cu i vi cc i l bn hng cho cng ty
nh v mt bng kinh doanh, kh nng ti chnh, ngun nhn lc nhng hng ha
ca cng ty vn c cc i l by bn chung hng ha ca cc doanh nghip
sn xut bnh ko khc.
Khi cc i l vi phm cam kt trong hp ng, cng ty c th pht cc
i l theo cc iu khon trong hp ng, hp ng i l chnh l si dy rng
buc hp php gia cng ty v cc i l.
c. Tip tc m rng h thng phn phi
Chin 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 sch
u i tt dnh cho khch hng v cc i l. T t chit khu dnh cho nh phn
phi ca Kinh kh cao so vi i th cnh tranh nn vic m rng mng li
phn phi ca Kinh kh d dng.Vi mc tiu chim lnh th trng trong
nc, cng ty Kinh pht trin h thng cc nh phn phi v i l ph khp
61 tnh thnh, lun lun dm bo vic kinh doanh phn phi duc thng sut v
kp thi. Vi nng lc, kinh nghim v nhiu nm gn b, h thng cc nh phn

Nhm TH: G11_DHQT4

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Tiu lun Qun tr MarketingChin lc marketing bnh trung thu Kinh

phi v i l ca Cng ty gp phn ng k cho s trung thnh v pht trin
ca mnh.
d. Chin lc phn phi Bnh Trung Thu
Bnh 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 bn
bnh 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 H
Ni. Nht l ti cc siu th ln nh Co.op Mart, Maximart, CitiMart... Khu vc
bn 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 ty
ny sng sng tng chi ph thu mt bng t 50 - 300% so vi nm trc m
rng mng li bn hng, trong c cng ty Kinh . C th, Kinh m n
khong 13.000 im bn l v d kin sn lng tiu th bnh s tng t 50 132%.

Nhm TH: G11_DHQT4

35

Tiu lun Qun tr MarketingChin lc marketing bnh trung thu Kinh

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 v
ngc 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 bnh
trung 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 hn
Mua 1 tng 1, Gim gi 50%Thay vo Kinh h tr khch hng mua
s lng ln vi cc mc chit khu khc nhau cho c 2 loi bnh cao cp v
bnh thng khi mua t 5 hp tr ln. Cc mc chit khu s thay i ty tng
nm nhng nhn chung khng dao ng nhiu. Trn y l bng chit khu trong
ma trung thu nm 2011. Ngoi ra, vo trung thu 2010 Kinh cn c chng
trnh khuyn mi tng nhng mn qu t bit p dng cho 100 n hng u
tin.
Khuyn mi h tr 50 bng rn v 50 t king cho cc ca hng v i l
bn l. Bn cnh , cng ty cn kt hp vi cc trang web bn hng qua mng
bn th mua hng vi mc gi hp dn: 1 voucher tr gi 120.000VN, gim
50%, ch cn 60.000VN.
c bit: Giao bnh min ph tn nh (khu vc ni thnh) thay cho
voucher, b thm tin chnh lch trn combo t chn trc tip cho nhn vin giao
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 i
vi ngi xem (emotion stage) thng qua phng tin truyn thng bo, iL
hi Trung thu l mt l hi truyn thng dn gian c t ngn xa, mt l hi rt
gn gi vi tr em, mang m nt bn sc ca ngi ng, v vy mi nm khi
khng kh trung thu n gn chng ta li c dp c xem nhng mu qung co
v bnh trung thu Kinh a s c pht trn tivi, internet chuyn ti thng
Nhm TH: G11_DHQT4

36

Tiu lun Qun tr MarketingChin lc marketing bnh trung thu Kinh

ip (messages) mt cch c sc v khc bit n ngi tiu dng. Nm
2011, vi ch Tt trung thu, Tt tnh thn Clip qung co c u t cng
phu, b phn sn xut chuyn nghip ngha n nhn c s ng h ca ong
o khch hng. Bnh trung thu Kinh nm nay xut sang M, c, Trung
Quc, Campuchia l nhng th trng hon ton mi. Ban gim c cng ty
quyt nh u t mnh cho th trng xut khu nhn dp Trung thu bng cch
chn cng c qung co truyn thng bo i nc ngoi lm mi nhn tip
cn i tng khch hng mc tiu - cng ng Vit kiu v Hoa kiu cc
nc 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 Trung
Thu mang tn chng trnh TRNG TNH THN. Chng trnh s din ra vo
lc 20g30 m th Hai 12.9.2011 (nhm m 15.8 m lch), ti nh ht Ha Bnh
TP.HCM vi s tham gia ca cc ca s m Vnh Hng, M Linh, Xun Ph, H
Trung Dng, Phng Vy, V H Trm, Nhm FM, nhm Sido v phn dn
chng trnh ca hai MC Qunh Hng v H Trung Dng.
Ngoi ra, chng trnh cn tp hp nhng cm xc t nhng bi vit hay
trong cuc thi vit Trung Thu gi nh tnh thn, do cng ty C phn Kinh t
chc trn website www.tettrungthu.vn, ni mi ngi cng chia s nhng k
nim 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 TNH
THN - mt nt p trong vn ha truyn thng ca ngi Vit vn c k
tha trong cuc sng hin i ngy nay.Chng trnh trng tnh thn c truyn
hnh trc tip trn HN2 i pht thanh truyn hnh H Ni v ni sng trc
tip trn HTV9 i truyn hnh TP.HCM

Hot ng x hi:

Nhm TH: G11_DHQT4

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Tiu lun Qun tr MarketingChin lc marketing bnh trung thu Kinh

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 chc
chng trnh v 10.000 phn qu c tng gi tr l 550 triu ng c gi
n cc em thiu nhi c hon cnh kh khn ti cc Mi m, Nh m, cc c gi
ti Trung tm dng lo...
Ti min Nam, c hn 7.000 phn qu Kinh dnh cho cc chng
trnh hot dng x hi nhn o vi mong mun mang n cho cc em thiu nhi
c hon cnh kh khn to khng kh m p vui v, m p. T chc m hi
trng rm ti vng vin vn ha m Sen cho khong 1.000 em thiu nhi. Ti
cc tnh pha Bc, Kinh trao tng khong 3.000 phn qu cho nhng chng
trnh ca cc n v ho tm x hi, tng 1.000 phn qu trong chng trnh
Trung thu ca Qu bo tr tr em Vit Nam t chc v 500 phn qu cho chng
trnh do Qu XHTT Tm lng vng t chc, tng khong 1.500 phn qu cho cc
chng trnh ca Lin on lao ng- huyn M Ho; Hi cu tr tr em tn tt
Vit 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 nn
nm 2011 cng ty s dng chin lc iu chnh gi: chin lc nh gi chit
khu l chnh.
Nhiu chnh sch u i tt dnh cho khch hng v cc i l. T t chit
khu dnh cho nh phn phi ca Kinh kh cao so vi i th cnh tranh nn
vic m rng mng li phn phi ca Kinh kh d dng , mt khng kh Tt
Trung Thu tng bng.

Nhm TH: G11_DHQT4

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Tiu lun Qun tr MarketingChin lc marketing bnh trung thu Kinh

Bng Chit Khu Bnh Trung Thu Kinh :

Bnh thng

Mc chit khu Bnh Trng Vng

Mc chit khu

5-10 hp
11-20 hp
21-50 hp
51-100 hp
101-200 hp
201- 500 hp
501- 1000 hp
Trn 1000 hp

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

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

5-10 hp
11-20 hp
21-50 hp
51-100 hp
101-200 hp
Trn 200 hp

Qua bng cho thy chin lc iu chnh gi ca Kinh hon ton ph

hp vi sn phm. Bi v vi mc chit khu hp dn Kinh s c th thu ht
i l bn phn phi hng cho Kinh , chin lc iu chnh gi ny cng gp
phn 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 hng
triu. c bit, bnh trung thu Kinh khng gim gi bn sau ma Tt Trung
Thu, vic gim gi c khon cho i l. Kinh cn s dng chin lc nh
gi 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 th
cnh tranh tt vi mt hng ca i th vi bt c gi no. iu ny khin bnh
trung thu Kinh d dng c khch hng la chn khi quyt nh mua sn
phm.

Nhm TH: G11_DHQT4

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Tiu lun Qun tr MarketingChin lc marketing bnh trung thu Kinh

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

Ma Trung thu 2011 mang li cho cng ty C phn Kinh kt qu
kh quan vi tng sn lng tiu th ton quc t hn 2.100 tn. Doanh thu
thun ca ring dng bnhTrung Thu tng 31%, t 497 t ng nm 2010 ln 651
t ng vo nm 2011. Li nhun gp ca sn phm Trung Thu 2011 tng
26,22%, t 286 t ng ln 361 t ng. Li nhun trc thu ca sn phm
trung thu ng gp vo kt qu li nhun hp nht l 182 t ng, tng
15,84% so vi nm ngoi. Kt qu kinh doanh c th khi qut qua bng di
y:
N
m

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

Ch tiu

Theo nh thng tin thc t cho thy, th c s pht trin kh quan ny l

nh vo s ng gp ca dng sn phm cao cp, dng Trng Vng tip tc
mang n cho khch hng s hi lng tuyt i v mu m, cht lng v ht
hng t u ma. c bit, dng sn phm bnh Trung thu Xanh ch bin t
100% thnh phn thc vt t nhin, tt cho sc khe c Kinh tin phong
gii thiu trong nm nay v dng sn phm truyn thng c ngi tiu
dng ng h nhit tnh v nh gi cao.
Tp on t c kt qu trn cn nh sn lng v gi bn tng. Gi
sn phm c iu chnh tng bnh qun 10-20% so vi nm 2010. C cu sn

Nhm TH: G11_DHQT4

40

Tiu lun Qun tr MarketingChin lc marketing bnh trung thu Kinh

phm a dng vi cht lng, mu m thit k vt tri gip Kinh gi
c khch hng v tng doanh thu.
Vi tim lc u t cho dng bnh Trung thu ngy cng mnh, th kh
nng 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 hai
nm tip theo cng ty s c tc pht trin bnh qun v li nhun l 1.12, ta c
th c kt qu d bo v li nhun nh sau:
Nm
2011

Ch tiu
Tc tng
trng
Li nhun

270.75 t ng

Nhm TH: G11_DHQT4

2012

2013

1.12

1.12

303.24 t ng

339.63 t ng

41

Tiu lun Qun tr MarketingChin lc marketing bnh trung thu Kinh

KT LUN
Tp 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. Mt
hng bnh ko ca Kinh c khch hng Vit Nam cng nh quc t yu
thch. Mt hng bnh trung thu rt c ngi Vit a chung v n rt quan
trng gn vi nt truyn thng vn ha ca dn tc. Nm bt c nhng nhu
cu ca khch hng Kinh cho ra sn phm bnh trung thu vi qu trnh
phn 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 thnh
cng to dng nn 1 sn phm bnh trung thu i su vo lng khch hng. Qua
nhng phn tch trn nhm tng hp v rt ra nhn xt, nh gi hiu qu ti
chnh ca mt hng bnh trung thu .Kt qu l Kinh kinh doanh vi hiu qu
rt cao cho thy s thnh cng ca sn phm bnh trung thu Kinh c xem
l thng hiu hng u trong lnh vc kinh doanh bnh trung thu Vit Nam.

Nhm TH: G11_DHQT4

42

Tiu lun Qun tr MarketingChin lc marketing bnh trung thu Kinh

DANH MC 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/

Nhm TH: G11_DHQT4

43