Post on 10-Apr-2018
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1.L do chn ti
i li t ni ny n ni khc tr thnh mt nhu cu khng th thiu trong
cuc sng hng ngy ca mi ngi. V th hng xe my Honda ra i phc
v nhu cu ny ca khch hng.V Honda tr thnh mt thng hiu ni ting
Vit Nam vi cht lng cao.
Trong nhng nm tr li y nhu cu ca con ngi ngy mt tng cao. Xe
my khng ch i li m cn lm vt trang tr , tr thnh mt ngi bn ng
hnh ca mi ngi. Cho nn mt chic xe my khng nhng phi c cht lng
m mu m , kiu dng phi p , bt mt , th hin phong cch chnh mnh. Nm
bt c hi ny , Honda ci tin sn phm ,cho ra i dng xe mi .Mi loi xe
th hin mt phong cch ca ngi i xe.
Ngy nay trn th trng c rt nhiu hng xe my khc nhau nh SYM
,Yamaha nhng nhc n xe my ngi ta thng ni n Honda T Honda
c mi ngi nh n nh mt vt dng v khi i xe ngi ta ni i Honda ch
t ni i xe gn my..Khi t cu hi Honda l ai? Cu tr li bn nhn c
thng l : Honda l mt nh sn xut xe my ,logo hnh nh cnh chim quen
thuc vi khu hiu The Power of Dream. Sn phm ca Honda ni ting v
bn ,tit kim nhin liu.Mt trong nhng mt lm nn thnh cng ca Honda nh hm nay th chin lc
Marketing ng vai tr quan trng. Trong Chin lc sn phm gp phn rt
ln to nn s thnh cng .
V vy m em nghin cu v tm hiu chin lc sn phm ca cng ty xe my
Honda .
2.Mc tiu nghin cu
-H thng ha l lun v chin lc sn phm trong hot ng marketing-Gii thiu v cng ty xe my Honda Vit Nam
-M t th trng ca cng ty Honda Vit Nam ti thnh ph H Ch Minh
-Phn tch chin lc sn phm ca cng ty Honda Vit Nam
-nh gi v chin lc sn phm ca cng ty Honda Vit Nam
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- xut mt s bin php nhm hon thin chin lc sn phm v tng kh nng
cnh tranh.
3.Ni dung nghin cu
a)H thng ha l lun v chin lc sn phm trong hot ng marketing
-nh ngha marketing
-Chin lc marketing mix
-Chin lc sn phm
b) M t th trng ca cng ty Honda Vit Nam ti thnh ph H Ch Minh
-c im khch hng mc tiu ca cng ty
-Cc cng ty xe gn my ti th trng thnh ph H Ch Minh
-Cc yu t mi trng nh hng n s pht trin ca cng ty Honda Vit
Nam
c) Gii thiu v cng ty xe my Honda Vit Nam
-S thnh lp v qu trnh pht trin
-Tnh hnh hot ng v sn xut ca cng ty t nm 2005 n nay
-Cc sn phm ang kinh doanh trn th trng
d) Phn tch chin lc sn phm ca cng ty Honda Vit Nam
-Kch thc tp hp sn phm-Nhn hiu sn phm
-Quyt nh v cht lng
-Vn thit k bao b
-Dch v h tr cho sn phm
-Pht trin sn phm mi
-Cc quyt nh trong tng giai on ca chu k sng sn phm
e)nh gi vic vn dng chin lc sn phm ca cng ty Honda Vit Nam- u im
- Nhc im
f) xut nhm hon thin chin lc sn phm v tng kh nng cnh tranh.
4.Phng php nghin cu
Phng php thu thp thng tin ti bn
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Ngun thng tin :
-Bo ch : bo Tiu dng , tp ch marketing, bo doanh nghip v hot ng
marketing, bo th trng gi c d bo,bo t xe my.
-Mng internet: www.honda.com ,www.google.com,
www.thegioitieudung.com.vn
Phng php phn tch v din gii tng hp
Phng php chn lc
Phng php so snh i chiu
5.Phm vi nghin cu:
Nghin cu chin lc sn phm tp trung vo sn phm xe my ca cng ty
Honda Vit Nam ti th trung TP HCM t nm 2005 n nay.6.C cu ti:
Gm 3 phn:
1.Phn m u
2.Phn ni dung
Gm 3 chng:
-Chng 1: L thuyt v chin lc sn phm
-Chng 2 : Chin lc sn phm- cha kha vng cho s thnh cng ca cngty xe gn my Honda
-Chng 3:nh gi v xut v chin lc sn phm ca cng ty xe my
Honda
3.Phn kt lun
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1.1 TNG QUAN V MARKETING:
1.1.1. nh ngha:
Ngy nay marketing din ra khp mi ni, khp mi lnh vc v gi vai tr quan
trng trong s thnh cng ca doanh nghip. Th nhng c khng t nhng quan
nim sai lm v marketing v vy hiu r hn v marketing v tm quan trng ca
n trc tin ta i vo tm hiu nhng khi nim v marketing
Marketing truyn thng:
- Marketing l qu trnh cung cp ng sn phm, ng knh hay lung hng,
ng thi gian v ng v tr.
- Marketing l vic tin hnh cc hot ng kinh doanh c lin quan trc tip n
dng hng ha v dch v t ngi sn xut n ngi tiu dng.
Marketing hin i:
- Mc ch ca Marketing khng cn thit y mnh tiu th. Mch ch ca n l
nhn bit v hiu khch hng k n mc hng ha hay dch v s p ng ng
th hiu ca khch hng v t n c tiu th.
- Marketing l qu trnh sng to, phn phi, nh gi, c ng cho sn phm, dch
v, tng tha mn nhng mi quan h trao i trong mi trng nng ng.
Marketing theo Philip Kotler:Marketing l mt qu trnh x hi m trong nhng c nhn hay nhm c th
nhn c nhng th m h cn thng qua vic to ra v trao i t do nhng sn
phm, dch v c gi tr vi ngi khc.
1.1.2 Nguyn tc v mc tiu Marketing:
1.1.2.1 Nguyn tc marketing:
Nguyn tc chn lc: l nguyn tc mang tnh ch o trong Marketing.
Doanh nghip cn xc nh th trng no mnh hng vo kinh doanhch khng phi ton b th trng.
Nguyn tc tp trung: nguyn tc ny hng dn doanh nghip tp trung
mi n lc p ng th trng mc tiu chn
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Nguyn tc gi tr khch hng: biu th s thnh cng ca doanh nghip
trong th trng mc tiu khi n c th tha mn nhu cu ca khch hng
c v chc nng cng nh cm xc.
Nguyn tc li th khc bit: nguyn tc ny t nn mng cho
Marketing. Marketing l s khc bit ha, s khc bit lm cho khch
hng c n tng v ch sn phm ca mnh so vi i th.
Nguyn tc phi hp: ni ln cch thc thc hin Marketing t c
nguyn tc nu. Marketing khng phi l cng vic ring ca b phn
Maketing m l cng vic ca tt c thnh vin trong t chc, cng
nhau to ra khch hng thng qua vic to ra cc khch hng hon ho
cho h.
Nguyn tc qu trnh: s thay i nhanh chng ca mi trng Marketing
v khch hng mc tiu s lm cho nhng li th hin ti kh bn vng.
Th trng lun bin ng, nhng g to ra gi tr cao cho khch hng
hm nay c th nhanh chng tahy i vo ngy mai. V vy phi xc nh
Marketing l mt qu trnh ch khng phi l mt bin c, s kin.
1.1.2.2 Mc tiu Marketing:
Ti a ha tiu th:To iu kin d dng kch thch khch hang,ti a havic tiu dung,iu ny dn n gia tng sut lng,gip doanh nghip pht trin
sn xut v x hi c nhiu hng ha,dch v.
Ti a ha s tha mn ca khch hng:Ti a ha tiu th l mc tiu hng
u,nhung mc tiu quan trng hn ca marketing l s ti a ha s tha mn
nhu cu khch hng.S tha mn ny l tin cho vic mua lp li v s trung
thnh i vi nhn hiu,tn nhim i vi nh sn xut.
Ti a ha s la chn ca khch hng:Cung cp cho khch hng s adng,phong ph v chng loi,v cht lng,gi tr ca sn phm hay dch v,ph
hp vi nhng nhu cu c bit,thng xuyn thay i ca khch hng,nh vy m
h c th tha mn nhu cu ca mnh.
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Ti a ha cht lng cuc sng:Thng qua vic cung cp cho x hi nhng
sn phm dch v c gi tr,gip ngi tiu dng v x hi ngy cng y
hn,cao cp hn v hng n mc tiu cui cng l ti a ha cht lng sn
phm.
1.1.3 Vai tr v chc nng ca Marketing:
1.1.3.1 Vai tr ca Marketing :
Theo qu trnh pht trin ca x hi, cc doanh nghip ngy cng nhn thc
cao v vai tr ca Marketing trong kinh doanh. Nu trc y Marketing ch
c vai tr ngang bng vi cc yu t khc ca doanh nghip nh yu t sn
xut, ti chnh, nhn s th by gi Marketing tr thnh trit l mi trong
kinh doanh. Vai tr ca Markeing c th khi qut nh sau :
Marketing hng n cc doanh nghip ngh thut pht hin nhu cu khch hng
cng nh ngh thut lm hi long khch hng,nh hng cho hot ng kinh
doanh v to th ch ng cho doanh nghip.
Marketing l cu ni gip doanh nghip gii quyt tt cc mi quan h v dung
ha li ch ca doanh nghip mnh vi li ch ca ngi tiu dng v li ch x
hi.
Marketing l cng c cnh tranh gip doanh nghip xc lp v tr,uy tn ca mnh
trn th trng.
Marketing tr thnh tri tim ca mi hot ng trong doanh nghip,cc quyt nh
khc v cng ngh,ti chnh nhn lc u ph thuc phn ln vo cc quyt nh
marketing nh:sn xut sn phm g? Cho th trng no?sn xut nh th no?s
lng bao nhiu?
1.1.3.2 Chc nng ca Marketing:
Nu hot ng sn xut kinh doanh to ra sn phm th hot ng Marketing to ra
khch hng v th trng. vai tr ny xut pht t nhng chc nng c th ca
Marketing, nhng chc nng l:
Nghin cu th trng v pht hin nhu cu.
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Thch ng nhu cu thng xuyn thay i.
Tha mn nhu cu ngy cng cao.
Hiu qu kinh t.
Phi hp
1.1.4 Qu trnh marketing:
R STPMM I C
1.1.4.1 R(reseach) - nghin cu thng tin marketing: L qu trnh thu thp x l
v phn tch thng tin v th trng,ngi tiu dung,mi trnggip doanh
nghip xc nh c th yu tiu dng,c hi th trng.
1.1.4.2 STP(Segmentation,targeting,positioning) - phn khc,chn th trng
mc tiu, nh v: Nghin cu gip doanh nghip khm ph nhiu phnkhc/nhm khch hng,nhm khch hang no l mc tiu s theo ui, quyt
nh chnh xc th trng mc tiu,chn th trng no ph hp vi kh nng
ca mnh.Doanh nghip cn phi nh v sn phm ca mnh khch h c th
nhn thc trong tn tr khch hang v sn phm/dch v.
1.1.4.3 MM(Mareting_mix ) - Xy dng chin lc marketing_mix: Trn th
trng mc tiu c la chn,doanh nghip s thit k mt chin lc phi
thc marketing nh hng v phc v th trng mc tiu
1.1.4.4 I(Implementation) - trin khai thc hin chin lc marketing: Qu trnh
bin nhng chin lc,k hoch marketing thnh hnh ng,Doanh nghip s t
chc,thc hin chin lc thng qua vic xy dng cc chng trnh hnh ng
c th,t chc ngun nhn lc thc hin n.
1.1.4.5 C (control) - Kim tra nh gi chin lc Marketing: Bc cui cng
ca qu trnh marketing l kim sot.Mt doanh nghip thnh cng khng ngng
hc hi,rt kinh nghim.H phi thu thp thng tin phn hi t th trng,nh
gi,o lng kt qu hot ng marketing c t c mc tiu hay khng.
1.2 KHI NIM MARKETING- MIX :
1.2.1 Khi nim Marketing Mix:
Marketing-mix l s phi hp cc thnh t c th kim sot c m doanh nghip s
dng tc ng vo th trng mc tiu nhm t c mc tiu hoch nh.
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1.2.2 Cc thnh t ca Marketing Mix:
1.2.2.1 Sn phm(Product): l th m doanh nghip cung cp cho th
trng,quyt nh sn phm bao gm:chng loi,kch c sn phm,cht lng
thit k,bao b nhn hiu,chc nng,dch v nhm p ng nhu cu khch
hng.
1.2.2.2 Gi c(price): l khon tin m khch hng b ra s hu v s
dng dch v,quyt nh v gi bao gm phng php nh ga,mc gi,chin
thut iu chnh gi theo s bin ng ca th trng v ngi tiu dung.
1.2.2.3 Phn phi(place) l hot ng nhm a sn phm n tay khchhng,quyt nh phn phi gm cc quyt nh:la chn,thit lp knh phn
phi,t chc v qun l knh phn phi,thit lp cc quan h v duy tr quan h
vi cc trung gian,vn chuyn bo qun d tr hng ha
1.2.2.4 Chiu th(promotion): l hot ng nhm a thng tin sn
phm,thuyt phc v c im ca sn phm,thuyt phc v c im ca sn
phm,xy dng hnh nh doanh nghip v cc chng trnh khuyn khch tiu
th.
1.2.3.Quan im Marketing-mix nhn t gc 4P ca khch hng.
Marketing-mix cng c hiu mt cch n gin thng qua m hnh 4P do Mc
Carthy xng vo nhng nm 1960, l qu trnh sn xut ng sn phm, ng
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Marketingmix
Th trng mc tiu
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gi c, ng knh phn phi v ng phng thc chiu th n th trng/khch hng
mc tiu.
mt gc khc, khch hng khi mua sn phm h s c mt cch nhn Marketing
mix theo hng ring. Nm 1990 Robert Lautenborn ngh m hnh 4C tng
ng vi m hnh 4P ca MC Carthy.
Hnh 1.2:M hnh 4P ca McCarThy(1960) v 4C ca Robert Lauyenborn (1990)
Nh sn xut Khch hng
Theo Robert Lautenborn trong khi cc nh bn sn phm th ngi tiu dng ch quan
tm n nhng li ch, gi tr hoc nhng gii php cho vn ca h, h quan tm
n ton b chi ph m h b ra s hu v s dng sn phm hn l gi c, quantm n tnh c sn, thun tin ca sn phm v s truyn thng 2 chiu vi nh
Marketing. Nh vy, trc tin cc nh Marketing cn thu hiu quan im 4C ca
khch hng v sau xy dng m hnh 4P ca mnh.
1.2.4 Cc yu t nh hng n Marketing Mix :
Hot ng marketing ca doanh nghip trn th trng rt khc nhau,do s phi hp
cc thnh t 4P trong tng tnh hung rt khc nhau.S phi hp cc thnh t ny s
ph thuc vo cc yu t sau: Ngun lc(ti chnh,nhn s,cng ngh) v v tr ca doanh nghip trn th
trng.
Tnh cht sn phm ca doanh nghip.
Chu k sng ca sn phm.
Ty thuc vo cc im tng khc th trng m doanh nghip tham gia.
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Sn phm(Product)Gi c(Price)
Phn phi(Place)Chiu th
(Promotion)Gitr
(CustomerValue)
Chiph
(Costtothecustomer)
Tinli
(Convenience)
Thngtin
(Communication)
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Ty thuc vo cc yu t mi trng kinh t,x hi,chnh tr,cng
ngh,cnh tranh.
1.3 CHIN LC SN PHM:
Chin lc sn phm l mt b phn quan trng trong chin lc marketing ca
doanh nghip.Thc hin tt chin lc sn phm s to iu kin thun li cho vic
trin khai v phi hp cc cng c marketing khc nhm tha mn nhu cu ca khch
hng mc tiu mt cch tt nht.
1.3.1 Khi nim sn phm v chin lc sn phm:
1.3.1.1 Khi nim sn phm:
Sn phm l nhng g m doanh nghip cung cp,gn lin vi vic tha mn nhu cu
v c mun ca khch hng nhm thu ht s ch ,mua sn hay s dng chng.
Sn phm ca mi doanh nghip thng c nhng im khc bit v yu t vt cht
hoc yu t tm l.
C th xem sn phm ba cp sau:
Ct li sn phm:chnh l nhng li ch m khch hng cn tm kim sn
phm
Sn phm c th:gm cc yu t nhn hiu,ku dng v cc mu m khcnhau,cht lng sn phm vi nhng ch tiu nht nh,bao b v mt s
c tnh khc nhau.
Sn phm tng them: tng them s nhn thc ca khch hng v sn
phm doanh nghip thng cung cp cho khch hng nhng dch v v li
ch b sung nh:bo hnh,lp t,thng tin,t vn tng kh nng cnh
tranh ca sn phm
1.3.1.2 Khi nim chin lc sn phm:Chin lc sn phm l nh hng v quyt nh lin quan n sn xut v kinh
doanh sn phm trn c s bo m tha mn nhu cu ca khch hng trong tng thi
k hot ng kinh doanh v mc tiu marketing ca doanh nghip.
1.3.2 Vai tr ca chin lc sn phm:
chin lc sn phm ng vai tr cc k quan trng trong chin lc Marketing
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1.3.2.1 Chin lc sn phm l cng c cnh tranh bn vng ca doanh
nghip
1.3.2.2 Thc hin tt chin lc sn phm th cc chin lc nh gi.phn
phi,chiu th mi trin khai v phi hp hiu qu
1.3.2.3 Trin khai chin lc sn phm l mt trong nhng yu t gip
doanh nghip thc hin tt cc mc tiu marketing t ra trong tng thi k.
1.3.3 Ni dung chin lc sn phm:
1.3.3.1Kch thc tp hp sn phm:
a. Khi nim:
Kch thc ca tp hp sn phm l s loi sn phm cng vi s lng chng loi v
mu m sn phm.Kch thc sn phm gm:
Chiu rng ca tp hp sn phm:s loi sn phm m doanh nghip cung ng
cho th trng,n l danh mc cc sn phm kinh doanh
Chiu di ca tp hp sn phm: mi lai sn phm kinh doanh s c nhiu
chng loi khc nhau,s lng chng loi khc nhau.Doanh nghip thng gi
l dng sn phm.
Chiu su ca tp hp: mu m sn phm gn vi tng chng loi sn phm.
b. Cc quyt nh lin quan n kch thc tp hp sn phm Quyt nh v doanh mc sn phm kinh doanh: vic hn ch,hay m rng
danh mc sn phm kinh doanh bn cnh doanh nghip cn c th tay i
sn phm kinh doanh.
Quyt nh v dng sn phm: doanh nghip thu c th thu hp,m rng hay
hin i ho dng sn phm
Hon thin v nng cao c tnh s dng ca sn phm nhm p ng nhu cu
ngy cng cao ca ngi tiu dng.
1.3.3.2Nhn hiu sn phm:
Nhn hiu sn phm l tn gi,thut ng,du hiu,biu tng,hoc tng hp cc yu
t nhm xc nhn sn phm hay dch v ca doanh nghip v phn bit vi sn phm
ca i th cnh tranh.
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Nhn hiu sn phm gm cc thnh phn c bn:
Tn gi nhn hiu(brand name)
Biu tng nhn(Symbol)
Nhn hiu sn phm c th ni ln :
c tnh sn phm
Nhng li ch m sn phm c th mang li cho khch hng
S cam kt v nhng quan im ca doanh nghip
Nhn cch v c tnh ca ngi s dng
1.3.3.3 Quyt nh lin quan n c tnh sn phm:
a. Cht lng sn phm:
L tng th nhng ch tiu v c trng ca sn phm, th hin c s tho mn nhu
cu trong iu kin tiu dng xc nh. bo m cht lng sn phm trong qu
trnh sn xut_kinh doanh,nim tin ca khch hng v cht lng sn phm.
b. c tnh sn phm:
Th hin chc nng sn phm ca doanh nghip.Cc doanh nghip thng nghin cu
th trng,hnh vi ngi tiu dng a vo sn phm nhng c tnh mi.
c. Thit k sn phm:
Thit k sn phm ba m tnh cht,kiu dng,cng dng v tin cy ca sn
phm.Thit k tt gip ngi mua cm thy an ton,s dng d dng,thun tin hng
dch v tt,doanh nghip t hiu qu cao trong qu trnh sn xut.
1.3.3.4Thit k bao b sn phm:
Thit k bao b l nhng hot ng lin quan n vic thit k v sn xut nhng bao
gi hay ng sn phm.Bao b gm ba lp:
Bao b tip xc
Bao b ngoi
Bao b vn chuyn
Mt phn khng th thiu trn bao b l nhn v thng tin gn trn bao b hoc sn
phm
Chc nng ca bao b sn phm:
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Cung cp cho khch hng thng tin v sn phm,nh sn xut,hng dn s
dng,thnh phn sn phm,thi hn s dng
Bo v sn phm khng b h hng,bin cht trong qu trnh vn chuyn,tiu
th.
Th hin hnh nh v nhn hiu,cng ty,th hin tng nh v ca sn phm
Tc ng vo hnh vi khch hng qua hnh thc,mu sc thng tin trn bao b
1.3.3.5Dch v h tr sn phm:
Cc doanh nghip c th s dng cc dch v h tr sau:
Bo hnh,bo tr v sa cha sn phm
Chuyn ch v lp t sn phm Cung ng chi tit v dng c thay th
T vn tiu dng
S dng th sn phm
1.3.3.6Pht trin sn phm mi:
Qu trnh pht trin sn phm mi
a/ Hnh thnh v la chn tng sn phm:
doanh nghip tm kim tng qua cc ngun sau y
Khch hng
Ngun thng tin ni b
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Hnh thnh v la
chn tng
son tho v thm
nh d n
Xy dng chin lc
marketing cho sn phm
Trin khai sn xut,tungsn phm mi ra thtrng
Th nghim snphm
Thit k k thutv hon thin snphm
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Cc i th cnh tranh
T cc n v nghin cu bn ngoi
b/ Son tho v thm nh d n:
D n s phn tch cc tham s v c tnh ca sn phm,chi ph,nhng yu t u
vo ca sn phm,phn tch kh nng sn xut,kinh doanh ca sn phm,kh nng thu
hi vn.
c/Thit k chin lc Marketing
doanh nghip phi m t chi tit th trng mc tiu m sn phm mi hng
n,chin lc nh v sn phm,hoch nh gi bn,knh phn phi,hot ng chiu
th,k hoch m rng sn phm.
d/ Tht k sn phm Cc thng s k thut ca sn phm
Kiu dng,mu sc,c tnh m thut ca sn phm
Thit k bao b sn phm
Tn sn phm,biu tng
e/Giai on th nghim
Th nghim trong doanh nghip:phng th nghim,ni b cng ty
Th nghim ngoi th trng:
f/ Tung sn phm mi ra th trng
Doanh nghip cn xem xt cc vn ln:
Thi im tung sn phm mi ra th trng
a im gii thiu sn phm
Th trng mc tiu ca sn phm
Chin lc marketing gii thiu sn phm m1.3.3.7Chu k sng ca sn phm:
Chu k sng ca sn phm l thut ng m t s bin i ca sn lng v doanh s
trong cc giai on khc nhau ca qu trnh kinh doanh sn phm k t lc sn phm
c gii thiu cho n khi rt lui khi th trng.
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Giai on
gii thiu
Linhun
0
Cc giai on ca chu k sng sn phm
Giai on Gii thiu Pht trin Chn mui Suy thoic im
Doanh thu
Chi ph
Li nhun
Khch hngcc i thcnh tranh
Doanh thu thp
Chi ph trnmi khch hng
caoLi nhun m
Nhng ngicch tn t
Doanh thu tngnhanh
Chi ph mikhch hng TBLi nhun bt
u tngNhng ngi
noi theoCnh tranh
tng
Doanh thu tti a
Chi ph khchhng thp
Li nhun tti a
S ng
Cnh tranh
mnh m
Doanh thugim nhanh
Chi ph khchhng thpLi nhun
gim nhanhNhng ngi
cn liCnh tranh
gim
Cc mc tiu Marketing
To s nhnbit sn
phm,khuynkhch dng th
Ti a ho thphn
Ti a ho linhun v bov th phn
Gim chiph,tn thu sn
phm
Cc chin lc marketingSn phm Sn phm c
bn
M rng sn
phm,gia tngcc dch vkhch hng
a dng ho
sn phm vnhn hu
Loi tr dn
nhng snphm kinhdoanh khng
hiu qunh gi Gi thm nhp
v gi ht vngXem xt iuchnh gi dochi ph gim
Gi cnh tranhvi cc i th
Gim gi
15
Giaionchnmui
Giaionphttrin
Giai onsuy thoi
Doanh s
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Phn phi Xy dng hthng phn
phi
M rng hthng phn
phi
Ci t v cngc h thng
phn phi,khaithc th trng
mi
Loi b nhngkng khng
hiu qu
Chiu th Cc chngtrnh qung cov tuyn truynrm r tos nhn bit
snphm,khuynkhch s dng
sn phm
To s a thchi vi nhnhiu,tng nhucu s dng
sn phm quacc chngtrnh khuyn
mi
Xy dng tnhcch nhnhiu,nhn
mnh li chca nhn hiu
Tng cngcc chngtrnh khuyn
mi tn thusn phm
TM TT CHNG 1
Chng 1 cho chng ta bit v l thuyt chin lc sn phm , gm c :
tng quan v Marketing , ta bit c Marketing mix l g? ,v cui cng l ni
dung chin lc sn phm ( Kch thc tp hp sn phm, Nhn hiu sn
phm ,Quyt nh v cht lng ,Vn thit k bao b ,Dch v h tr cho
sn phm ,Pht trin sn phm mi ,Cc quyt nh trong tng giai on ca
chu k sng sn phm ) , gip em hiu tht r v chin lc ny v p dngvo phn tch chin lc sn phm ca cng ty Honda Vit Nam.
Chng 1 cng l nhng c s l lun gip em c nhng kin thc vng vng
bc vo chng 2:Chin lc sn phm - chic cha kho cho s thnh
cng ca Honda Vit Nam. y cng l phn chnh ca bi vi nhng thng
tin c tm kim t bn ngoi kt hp vi l thuyt c nghin cu
trn.V xin mi cc thy c bc vo chng 2,phn B ca ti.
2.1 GII THIU CNG TY HONDA ViT NAM V NHNG SN
PHM CA CNG TY ANG C MT TRN TH TRNG
2.1.1Gii thiu cng ty xe my Honda Vit Nam
2.1.1.1 Lch s cng ty
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a) Tn cng ty : Cng ty Honda Vit Nam
b) S thnh lp : Cng ty Honda Vit Nam l cng ty lin doanh gia Cng ty
Honda Motor Nht Bn Cng ty Asian Honda Motor Thi Lan v Tng Cng
ty My ng lc v My Nng nghip Vit Nam.Vi dy chuyn sn xut
hin i v cng ngh lp rp tin tin, Honda Vit Nam t ho cung cp cho
s pht trin v phn vinh ca t nc Vit Nam nh: y nhanh tin trnh
ni a ha, to vic lm cho ngi lao ng, ng gp cho ngn sch nh
nc v tch cc tham gia cc hot ng x hi v nhn vn.
a ch : Phc Thng, Phc Yn, Vnh Phc
in thoi : (84)-211-868888
Fax : (84)-211-868910
Website : www.honda.com.vn
Giy php u t : S 1521/GP ngy 22 thng 3 nm 1996 : Sn xut lp rp xe my .
n ngy 15 thng 3 nm 2005, Cng ty Honda Vit Nam nhn Giy php u t
iu chnh s 1521/ GPC b sung chc nng sn xut lp rp t
Ngnh ngh kinh doanh : Sn xut v lp rp xe my v ph tng xe my nhn hiu
Honda ; Sn xut v lp rp t di 9 ch ngi
Vn iu l : 62.900.000 USD ( theo Giy php u t )Vn u t : 290.427.084 USD
Lao ng : 4.369 ngi ( tnh n ht thng 6 nm 2007 )
c) Mc tiu hot ng cu cng ty Honda Vit Nam:mc tiu lu di Phn
u tr thnh mt cng ty c x hi mong i.
Ngay t ngy u mi thnh lp, Cng ty Honda Vit Nam xc nh s pht trin
ca Cng ty phi lun gn lin vi li ch chung ca x hi. 11 nm pht trin ti Vit
Nam, Honda Vit Nam lun n lc v hnh phc v an ton ca ngi Vit vi mongmun tr thnh mt thnh vin tch cc ca t nc.
Thng ip Ti yu Vit Nam v cc hot ng trong chng trnh Ti yu Vit
Nam chnh l thay cho li mun ni ca Honda Vit Nam. Vi ng lc v mong
mun , trong 11 nm qua, Honda Vit Nam lin tc phn u cung cp cho
khch hng Vit Nam nhng sn phm t tiu chun cht lng Honda ton cu, hp
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thi trang v gi c hp l, vt trn c s mong i ca khch hng, t gp phn
pht trin nn cng nghip Vit Nam thng qua cc hot ng chuyn giao cng ngh,
ni a ha, xut khu, to vic lm v o to ngun nhn lc
Bn cnh , cng ty Honda Vit Nam cng rt quan tm n cc hot ng x hi,
nh hng dn li xe an ton v tuyn truyn an ton giao thng nhm xy dng mt
x hi giao thng lnh mnh v h tr pht trin cc hot ng gio dc, vn ha, th
thao v.v., cng nh cc hot ng t thin.
d) Nh my xe my Honda Vit Nam
Honda Vit Naml mt trong nhng nh my ch to xe my hin i nht trong khu
vc ng Nam . Nh my Honda Vit Nam l minh chng cho nh u t
nghim tc v lu di ca Honda Vit Nam. Nh my bao gm:
Phn xng dp: vi cng ngh tin tin v trang thit b hin i ch to
khung xe, bnh xng, cng sau, hp xch v cc chi tit tinh xo khc vi tnh
chnh xc v bn cao.
Phn xng hn: cng ngh tin tin ti phn xng Hn bin cc cu kinthp thnh nhng chic khung xe nh v rn chc. Rbt hn v cc my hn
t ng khc khng ch nng cao nng sut m cn c chnh xc v tnh
thm m ca thnh phm
Phn xng sn: ln u tin trong cc nh my xe my Honda khu vc
ng Nam , dy chuyn sn m cc hin i nht c trang b cho Phn
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xng Sn nhm m bo kh nng chng g cao nht cho ton b b mt ca
sn phm.
Phn xng p nha:mi vn hnh ca cc my p nha u c iu khin
bng my tnh, m bo tc v tnh chnh xc, cung cp cc sn phm c
cht lng, bn v tnh thm m cao.
Phn xng c: vi trang thit b hin i, phn xng c ch to nn
nhng chi tit hp kim nhm ca ng c nh thn ng c, v ng c, xi
lanh, v u b vi cht lng cao nht theo tiu chun Honda ton cu.
Phn xng Gia cng ng cgia cng cc chi tit quan trng trong xe my.
m bo cht lng sn phm v chnh xc gia cng n tng micrng
cc chi tit ng c ny, phn xng c trang b cc thit b gia cng t
ng, hin i, c gn my vi tnh. ng thi, vic kim tra cht lng cng
c tin hnh o t ng trn my tnh. Ti xng ny, cc chi tit c gia
cng bi cc my iu kin t ng bng h thng tn hiu s v c kim tra
nghim ngt trc khi chuyn sang dy chuyn lp rp.
Phn xng lp rp ng c v lp rp khung:Dy chuyn lp rp hin i v
mang tnh t ng ha cao ca nh my Honda Vit Nam c trang b cc
my mc chuyn dng v h thng kim tra, qun l cht lng t tiu chunquc t. Sau mi cng on lp rp, sn phm u c kim tra cht lng
trc khi chuyn sang cng on tip theo.
B phn kim tra cht lng:c trang b y cc trang thit b tin tin,
hin i kim tra cht lng xe thnh phm theo tiu chun Honda ton cu
v p ng cc tiu chun Vit Nam. Cc thnh phm lun c i ng k s
nhn vin c o to ti nc ngoi kim tra nghim ngt, t m.
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S nh my2.1.1.2 Qu trnh pht trin v thnh tu ca cng ty
Thng 03/2006: nhn giy php u t
Thng 12/1997: xut xng chic xe Super Dream u tin
Thng 02/1998: ra mt xe Super Dream - kiu xe u tin ca Honda
Vit Nam cho th trng Vit Nam
Thng 03/1998: khnh thnh nh my Honda Vit Nam
Thng 09/1999: ra mt xe Future - mu xe u tin dnh cho th trng
Vit Nam
Thng 10/1999: khnh thnh Trung tm Li xe an ton
Thng 03/2000: l nh sn xut xe my u tin Vit Nam nhn chng
ch ISO 9002
Thng 03/2001: n nhn bng khen ca Th tng Chnh ph
Thng 09/2001: nhn chng ch ISO 14001
Thng 11/2001: l xut xng chic xe th 500.000
Thng 02/2002: gii thiu xe Wave
Thng 05/2002: bt u xut khu xe Wave sang Philippines
Thng 03/2003: n nhn chng ch ISO 9001:2000
Thng 04/2003: l xut xng chic xe th 1 triu
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Thng 08/2003: khi ng chng trnh Ti yu Vit Nam v n
nhn Bng khen ca y ban An ton giao thng Quc gia
Thng 04/2004: ASIMO ti thm Vit Nam
Thng 09/2004: bt u cuc thi tm hiu An ton giao thng Ti yu
Vit Nam trn i truyn hnh Vit Nam
Thng 11/2004: ra mt 2 kiu xe: Wave ZX v Future II
Thng 01/2005: Honda Nht Bn gii thiu Honda Spacy 102cc sn
xut ti Vit Nam qua mng li ca hng HEAD ca Honda Vit Nam
Thng 03/2005: cng b D n xy dng nh my sn xut t ca
Honda Vit Nam
Thng 04/2005: cho mng chic xe th 2 triu
Thng 06/2005: l khi cng xy dng nh my t
Thng 07/2005: n nhn Hun chng Lao ng hng 3
Thng 11/2005: ra mt xe Wave RS
Thng 12/2005: gii thiu xe Wave mi v Future Neo. Nhn Bng
khen ca y ban An ton Giao thng Quc gia
Thng 03/2006: k nim 10 nm thnh lp. Ra mt xe Super Dream
Deluxe Thng 04/2006: ra mt xe Future Neo GT
Thng 05/2006: ra mt xe Future Neo phanh c
Thng 06/2006: ra mt xe Wave RSV
Thng 07/2006: khnh thnh Trung tm o to mi v bt u sn
xut t hng lot
Thng 08/2006: ra mt xe Civic hon ton mi v khnh thnh nh my
sn xut t Thng 10/2006: chnh thc gii thiu mu xe tay ga hon ton mi
mang tn CLICK ra th trng
Cui thng 10/2006: gii thiu kiu xe Wave 100S nhn k nim 10
nm thnh lp
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Thng 12/2006: Trao tng Gii thng Honda dnh cho K s v Nh
khoa hc tr Vit Nam 2006
Thng 01/2007: Chung kt v trao gii Cuc thi Ti yu Vit Nam
2006
Thng 04/2007: Xut xng xe tay ga Air Blade
Ra mt xe tay ga Air Blade
Ra mt xe Future Neo FI vi cng ngh phun xng in t hin i v
tit kim nhin liu.
Thng 05/2007: ra mt xe Wave S
Thng 07/2007: Cng b Chin dch Ti Yu Vit Nam 2007
Cng b m rng nh my sn xut xe my.
Thng 08/2007: ra mt CLICK vi mu mi nng tng s mu ca dng
xe ny ln 6 mu.
Thng 10/2007: ra mt xe Future Neo mi vi nhng tnh nng vt tri
c cp nht thm, p ng nhiu hn na nhu cu v k vng ca
ngi tiu dng.
2.1.2 Nhng sn phm ca cng ty Honda Vit Nam c mt trn th trng:
2.1.2.1 Cc loi xe my ca cng ty c mt trn th trng:
Air Blade - th hin thit k hin i mang
tnh t ph trong dng sn phm xe tay ga
dnh cho khch hng Vit Nam vi cng ngh
hng u, tnh nng an ton vt tri, thn
thin vi mi trng v nhiu tin ch.
CLICK kiu xe tay ga vi ng c 4 th 108cc
mi ca Honda, vi h thng lm mt bng dung
dch c b tn nhit tch hp cng cng ngh
truyn ng t ng. CLICKc thit k bt
mt, thit lp mt tiu chun mi ca ci p bi
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v thanh lch v sang trng. CLICK s tr thnh phng tin tt nht i vi
ngi dn cc th.
c yu thch ngay t ln xut hin u
tin nm 1999, gi y dng xe Future
c nng ln mt ng cp mi ng cp
ca s tinh t., Future Neo FI mi c
trang b kh nng vn hnh u vit hn,
phong cch sang trng hn vi cng ngh
t ph ca Honda - Cng ngh phun xng
in t PGM FI.
V p sang trng trong tng ng nt cng hng
hi ha cng tnh tin dng cao Vi ng c Honda
4 th 125cc, Future Neo mang n cho ngi iu
khin cm gic thoi mi, n nh trong nhng iu
kin s dng v iu kin ng s khc nhau.
Dng v thn quen trong tng
ngi nh Vit. Super Dream - Sc
mnh bn b nng bc bn trn
nhng chng ng ngc xui. Cucsng lun trn y nhng c m v
th thch. Hy Super Dream Plus l ngi bn ng tin cy, cng bn
ni tip nhng c m
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Wave RS mi tip tc lm rung ln nhp tim gii tr. Cc "bnh" vi dng v
mnh m, th thao, li cun
Cc "ngu" vi sc mnh chinh phc
mi no ng si ng.
Dy n cng. Khng kh ang nng dn.
Vi thit k gc cnh v cc c tnh, hy
Wave RSX thp ln ngn la am m trong
bn!
Wave RSV mang nhn hiu Repsol, biu tng
c quyn ca i ua Honda ti gii ua Moto
Grand Prix danh ting. Cng Wave RSV tng
tc cm nhn sc mnh vt tri v cng
ngh ng tin cy ca Honda vn c c th
gii cng nhn.
Honda Wave S mi khng ch l s tinh t
mang tnh biu cm cao trong ng nt
thit k m cn l s ci tin v cng ngh
vi ng c t chun Euro 2,
Mt v p kh c th ri mt. Honda
Wave S mi khng nh s tinh t ca bn!
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Wave Anpha An ton hn vi thit k mi. Tin li
hn vi ci tin v cuc sng. Hon ho hn vi sc
mnh thn thin cng mi trng. Xng ng bn tin
dng.
2.1.2.2 Ngoi xe my cng ty Honda Vit Nam cn sn xut xe t c tn Honda
Vivic :
Sn phm t Honda Civic ca Honda Vit Nam
Sn phm t Honda Civic ca Honda Vit Nam c thit k t mc tit kim
nhin liu cao nht. Cng ngh iu khin van i-VTEC v cc cng ngh v ng c
t trong c hiu sut cao khc, s phi hp chun xc gia ng c, hp s v thit
k v ng c nh, tt c gp phn lm nn tnh nng tit kim nhin liu vt tri.
L kiu xe t Honda u tin c sn xut ti Vit Nam, xe Civic c th tha mn
tiu chun kh thi Euro 4 (da trn kt qu th nghim ni b ca Trung tm Nghincu v Pht trin Honda) v gim c ting n mt cch hiu qu nh p dng h
thng mi v lp t ng c trn t.
Gi xe Honda Civic : cht lng tha mn vi gi c ( bao gm VAT )
Loi xe Hp s Gi xe
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Civic 1.8 i-VTEC The playful 5 MT 480.000.000 VND *Civic 1.8 i-VTEC The elegant 5 AT 537.400.000 VND *Civic 2.0 i-VTEC The advanced 5 AT 605.000.000 VND *
2. 2 C IM TH TRNG CA CNG TY HONDA VIT NAM2.2.1. c im khch hng mc tiu ca cng ty
Nhu cu, s thch ca khch hng
Trong cuc sng hng ngy ca con ngi i lm, i hc , i chi l mt nhu
cu khng th thiu.V vy ,mt chic xe my l mt vt dng rt cn thit trong cuc
sng ca mi ngi. Nu khng c xe my th chng ta s khng th di chuyn c
t ni ny n ni khc.
Ngoi ra , khi quyt nh mua mt chic xe gn my cn th hin c tnh camnh.. V d mt n sinh vin th mun c c mt chic xe my nh gn ph hp
vi la tui. Nhng nu l mt chng trai th li mun chic xe mnh ang i phi tht
th thao , th hin c s mnh m ca mnh.
Bn cnh cng c nhng ngi xu hng i xe theo thi trang khng
nh ng cp ca mnh. H thay i xe khi c mt modern mi xut hin mc d
chic xe c vn cha h.
Nhn chung, ngi tiu dng mong mun mua mt chic xe gn my bn , chtlng cao. Bn cnh kiu dng xe cng rt quan trng, kiu dng phi p, thi
trang, tin ch.
Vi gi xng ngy mt tng cao nh hin nay th ngi tiu dng cn mong
mun mt chic xe gn my phi tit kim c xng mt cch ti a.
Thi quen mua xe my:
Thng thng v xe my l mt ti sn c gi tr kh ln nn trc khi quyt
nh mua xe ngi tiu dng thng tham kho kin bn b, ngi thn.. kinh
nghim bn thn ln mua xe trc. Cng c ngi i xem nhiu ni, nhiu hng xe
ri mi mua. Theo thi quen chung ca nhiu ngi th ngi tiu dng thng mua
i l chnh hng. V tm l chng ta cho rng mua xe i l chnh hng s m
bo hn v cht lng v bn. Do vy khi ngh ti hng Honda Vit Nam ngi
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tiu dng ngh ngay n ca hng ai l do Honda y nhim HEAD. Ngi tiu dng
c th hon ton tin tng nhng i l chnh hng ny.
Xu hng
Ngy ny vi tnh hnh kinh t ngy mt pht trin. Mt chic xe khng ch
i m cn l mt vt trang tr .Do vy, v khi quyt nh mua xe gn my th kiu
dng xe l mt yu t quan trng quyt nh c mua chic xe hay khng.
Bn cnh , vi nhng tnh nng u vit m mt chic xe tay ga mang li nh
: khng phi sang s khi khi ng , khng phi dng thng chn m thng hon ton
tay, c cp ng rt ln cha c n hai chic nn bo him. ; ngi tiu
dng s dn dn chuyn hng sang mua xe tay ga thay v xe s.
Nm bt c nhu cu , ng c , thi quen mua ca ngi tiu dng Honda
Vit Nam cho ra i cc sn phm xe my nhm n tt c mi ngi dn, mi tng
lp. i vi tng dng sn phm xe my, cng ty Honda Vit Nam u c nhng th
trng mc tiu ring ca n.
i vi dng sn phm xe Super Dream th th trng mc tiu m Honda
nhm n l nhng ngi c tui trung nin. Dng sn phm xe Future nhm n
nhng ngi c thu nhp kh tr ln v mang mt phong cch th thao. Cn dng xeWave th th trng m cng ty nhm n l nhng ngi c thu nhp t kh tr
xung v c phong cch tr trung, th thao. V cui cng l dng xe tay ga th Honda
nhm n gii tr hin nay, c mt phong cch tht thi trang, tht th thao.
2.2.2 Cc yu t mi trng c lin quan nh hng n s pht trin ca
cng ty Honda Vit Nam:
2.2.2.1 Yu t kinh t:
Thnh ph H Ch Minh chim 0, 6% din tch v 6, 6 % dn s so vi cnc, nm trong vng kinh t trng im pha Nam, l trung tm kinh t ca c
nc, c tc tng trng kinh t cao.
Nm 2006, Vit Nam chnh thc tr thnh thnh vin th 150 ca WTO,
Hon thnh nhim v kim ch CPI kim ch mc tng CPI ca Ngn hng Nh nc
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nm 2006 hon thnh. Mc 6, 6% cng l mc kh quan nht trong vng 3 nm
qua (nm 2005 l 8, 4%; nm 2004 l 9, 5%).
T l lm pht Vit Nam trong nm 2005 l 9, 5%, nm 2006 l 10,5% nm
2007 l 11, 3% sc mua ca ng tin lin tc gim mnh lm cho i sng ngi
dn, c bit l dn ngho ngy cng kh khn.
Thu nhp bnh qun u ngi mt thng theo gi thc t phn theo vng
ng Nam B: 833 nghn ng, phn theo thnh th: 815, 4 nghn ng (Ngun:
Tng cc Thng k (TCTK), Nin gim thng k 2005), cao nht nc ta hin nay
nhng vn l rt thp so vi cc nc khc.
T nm 2005 n 2007 tnh hnh kinh t c kh nhiu bin ng nh t l lm
pht gia tng chng mt nhng nhn chung, cc con s u cho thy tc tng
trng mnh v u qua cc nm, i sng nhn dn c nhiu bc pht trin ng
k, c bit l Thnh ph H Ch Minh nhu cu xe gn my ngy mt gia tng.
Thnh ph H Ch Minh tr thnh mt th trng y hp dn i vi tt c cc
doanh nghip. Khi m rng quy m v pht trin thng hiu ti th trng Vit Nam,
c bit l i vi Thnh ph H Ch Minh, Honda Vit Nam nhn thy nhiu
tim nng m rng c hi pht trin kinh doanh y, v cng em li cho ngi
dn c nc ni chung Thnh ph H Ch Minh ni ring mt th trng xe my nngng hn, v cng nhiu chn la hn vi hng lot nhng sn phm xe my th
trng mc tiu, la chn cc chin lc marketing chung, cc quyt nh v nhim
v mc tiu tng qut ca doanh nghip v hot ng marketing.
2.2.2.2 Yu t vn ha - x hi:
V x hi:
GDP bnh qun u ngi lin tc tng tng nm ,tng bnh qun 7, 2%/nm.
Mc d GDP theo u ngi chnh thc ch t hn 638 USD mt cht, songkt qu pht trin con ngi ca Vit Nam l rt kh quan. iu c th hin s
gia tng lin tc ca Ch s Pht trin con ngi trong thp k qua v nhng tin b
t c trong lnh vc gio dc, y t v mc sng Vit Nam. Trong tng s 177
nc c xp hng v Ch s Pht trin con ngi trn th gii, Vit Nam, t v tr
120 nm 1995, tin ln v tr 108 nm 2005.
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V vn ha:
Vn ho cng nh hng n vic thc hin cc chin thut, cc sch lc,
cc bin php c th, cc thao tc, hnh vi c th ca nh hot ng th trng trong
qu trnh lm marketing. mi c ra i
Vn ho nh hng n hng lot cc vn c tnh cht chin lc trong
marketing nh: la chn lnh vc kinh doanh, la chn
Vn ho hu nh nh hng mt cch ton din n cc cng c khc nhau ca
h thng marketing-mix ca doanh nghip. Trong , c bit ng lu l nh
hng n cng c sn phm.
Ngy nay t nc v con ngi Vit Nam ang ngy mt nng ng cng vi
s pht trin kinh t x hi v quan h kinh t ngy cng m rng, nn nh v tnh
cch nng ng cho thng hiu l iu cn thit. Honda Vit Nam cng phi cho ra
i nhng sn phm mi ph hp hn vi th hiu ca ngi tiu dng.
2.2.2.3 Yu t dn s:
Dn s ca thnh ph H Ch Minh : 6105,8 nghn ngi. Ngun : Tng cc
thng k(TCTK), Nin gim thng k 2006)
Trong :
Dn s n ca thnh ph h Ch Minh : 3159, 7 nghn ngi.Ngun : Tng ccthng k(TCTK), Nin gim thng k 2006)
Dn s nam ca thnh ph H Ch Minh :2946, 1 nghn ngi. Ngun :Tng
cc Thng k(TCTK), Nin gim thng k 2006)
Vi dn s ca TP HCM ng nh vy qu l mt th trng bo b cho
nhng nh kinh doanh xe my. V mi ngi , la tui t thanh nin tr ln nhu cu
c mt chic xe gn my l rt cn thit. Nm bt c iu ny Honda Vit Nam
cho ra i nhiu dng xe khc nhau ph hp vi mi ngi mi la tui, mi giitnh.
2.2.2.4Yu t chnh tr.
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- Lut u t v Lut Doanh nghip c Quc hi thng qua vo thng 11
nm 2005 v c hiu lc t ngy 1 thng 7 nm 2006. Mt s mc tiu quan trng
nht ca hai o lut kinh doanh ny l m rng quyn t do kinh doanh, thu ht u
t t nhn, tng cng c ch hu kim v to mt sn chi bnh ng cho mi thnh
phn kinh t.
- Hi nhp su vo WTO 2007: Ci cch mnh m chnh sch thu.
a. C ti 812 dng thu (trong biu thu nhp khu) c ct gim t ngy
11/1/2007, vi mc ct gim bnh qun 44%, so vi trc v ph, l ph hi quan
c B Ti chnh sa i cn bn (bi b nhiu loi ph; tnh li mc ph ph hp
vi quy nh ca ca WTO), gim bt nhiu th tc, to thun li cho doanh nghip,
gim chi ph... Thu ni a - Tim cn cc chun mc cng bng, bnh ng, minh
bch B Ti chnh trnh Chnh ph ban hnh Ngh nh s 24/2007/N - CP, ngy
14/2/2007 (thay th Ngh nh 164/2003 v 152/2004), hng dn thi hnh chi tit
Lut thu Thu nhp doanh nghip (TNDN), p dng cho nm tnh thu 2007 tr i.
Theo cc chuyn gia, nhng thay i ny nhm to thun li ti a cho doanh nghip,
khuyn khch u t, m bo mi trng kinh doanh bnh ng, thng thong, hp
dn, tng thch v ng b vi nhng cam kt gia nhp WTO.
+ Theo cam kt gia nhp WTO, t ngy 31/5/2007 Vit Nam phi d b quy nhphn bit i x cho nhp khu, phn phi v s dng i vi xe my c dung tch
ng c 175cm3 tr ln; thu nhp khu xe my s phi ct gim t 100% vo thi
im gia nhp xung cn 70% vo nm 2012, ph tng cc loi t mc 50% hin nay
xung cn 35-45% vo nm 2010. ng thi, t ngy 01/01/2009 Vit Nam s phi
m ca cho cc doanh nghip nc ngoi c trc tip nhp khu v phn phi xe
my nhp khu ti th trng trong nc.
+ Thu nhp khu gim s gim t l bo h hu hiu i vi ngnh cng nghip snxut xe my trong nc v c th l c sc i vi nhiu doanh nghip trong nc. V
vy, cc doanh nghip trong nc cn ch ng lin kt vi nhau tng nng lc
cnh tranh v c th lin kt hoc c th tr thnh nh sn xut linh kin cho cc
doanh nghip FDI. Doanh nghip no t chc c h thng phn phi bn l xe
my c th tham gia vo chui cung ng ca cc tp on xe my ln trn th gii.
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b. Vic bi b u i thu nhp khu theo t l ni a ha gy kh khn
cho cc doanh nghip sn xut v kinh doanh xe my nhng y l yu cu khch
quan ca hi nhp v pht trin th trng. Tuy nhin, h tr cc doanh nghip
trong nc pht trin v cnh tranh vi cc doanh nghip FDI trong ngnh xe my,
Nh nc c th s dng cc chnh sch v gii php ti chnh i vi ngnh cng
nghip trng im v ngnh cng ngh cao, cng ngh thn thin vi mi trng
h tr cho doanh nghip, c th l:
- S dng chnh sch u i thu cho cc ngnh cng nghip u tin nh c kh, in,
in t h tr cho pht trin cc ngnh cng nghip ph tr, t s gin tip h
tr c cc doanh nghip kinh doanh xe my do h mua c cc linh kin gi thp.
- Hon thu thu nhp doanh nghip nu li nhun c li u t cho pht trin
cng ngh v u t pht trin kinh doanh xe my.
- Cho php cc d n pht trin sn xut v xut khu xe my, sn xut cc linh kin
thuc ngnh cng nghip ph tr c vay vn tn dng u i ca ngn hng pht
trin Vit Nam.
- H tr cc doanh nghip vay vn trn th trng chng khon nh gim bt cc iu
kin bt buc phi thc hin pht hnh c phiu ra cng chng v h tr cc doanh
nghip ng k nim yt c phiu.- Hon thin chnh sch u i thu i vi u t i mi cng ngh theo hng
hon thin quy nh v tiu chun cng ngh hin i cn u tin pht trin, u i
thu thu nhp cho doanh nghip p dng cng ngh cao v cng ngh thn thin vi
mi trng.
- Tng cng ti tr cho cc hot ng khoa hc cng ngh nghin cu pht trin
cng ngh sn xut xe my, nht l cc loi xe my s dng nhin liu sinh hc thng
qua qu pht trin khoa hc v t ngn sch ca Nh nc.- H tr cho cc doanh nghip sn xut xe my trong cng tc nghin cu thit k
kiu dng cng nghip v nhn hiu sn phm theo Chng trnh h tr pht trin ti
sn tr tu ca doanh nghip, h tr xc tin thng mi v pht trin th trng xut
khu.
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y l cc bin php h tr ph hp vi cc nguyn tc h tr ca WTO, nhng phi
m bo cc h tr ny l h tr chung v c thi hn.
c. Bn cnh vic bt buc doanh nghip phi thc hin tt h thng qun l
cht lng theo tiu chun ISO-9000/2001 cn sm nghin cu ban hnh cc quy
nh v tiu chun k thut cho tt c nhng ph tng v linh kin quan trng ca xe
my. Ch cho php nhng loi ph tng v linh kin p ng c cc yu cu quy
nh v tiu chun k thut mi c php nhp khu v lu thng trn th trng.
d. Tng cng cng tc kim tra, kim sot th trng, chng bun lu v gian
ln thng mi trn th trng ngnh hng xe my.
T chc li h thng qun l th trng theo hng thng nht chc nng thanh tra s
hu cng nghip, kim tra cht lng hng ha vi lc lng qun l th trng ca
B Cng thng. ng thi, tng cng cng tc kim tra v kim sot qu trnh nh
gi v gi bn l mt hng xe my cc doanh nghip v h thng ca hng kinh
doanh xe my.
Trn thc t, thu nhp khu xe my v linh kin lp rp gim nhiu nhng gi bn
xe my ca cc doanh nghip, c bit l doanh nghip c vn u t nc ngoi vn
khng gim. Chng hn, ch sau khi ra i mu xe Wave Alpha, gi xe ni chung c
gim nhng cho n nay gi bn l khng gim m cn c chiu hng tng ln, phnli thuc v doanh nghip cn Nh nc v ngi tiu dng u b thit.
Vi tnh hnh chnh tr nh vy Honda Vit Nam phi i mt vi rt nhiu i
th cnh tranh : cnh tranh vi nhng nh sn xut xe my trong nc, cnh tranh vi
nhng xe c nhp khu t nc ngoi. B n V th, Honda Vit Nam phi ngy
mt nng cao cht lng sn phm , ci tin v kiu dng sn phm .ng thi , gi
phi ph hp vi thu nhp vi ngi dn Vit Nam.
2.2.3 Cuc chy ua ca mt s cng ty xe gn my ti th trng TPHCM :Hin nay, c kh nhiu cng ty xe gn my tham gia vo th trng ny. C
th k, nhng nhn hiu xut hin sm v chim th phn tng i ln nh Yamaha,
SYM, Suzuki, cn nhng nhn hiu xut hin sau nhng li nhanh chng thm
nhp vo th trng nh Piaggio ,Kymco lm cho th trng xe my cng tr nn si
ng v phc tp.
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Bn cnh trong tnh trng kt xe nh hin nay , xe but l mt la chn ca
ngi tiu dng. Ngoi ra , vi xu hng pht trin ca t nc , di chuyn bng xe
my bt tin vi khi , biDo vy, tht l tin li khi i taxi.
Di y l cc doanh nghip hin chim th phn ln trn th trng, l i
th cnh tranh trc tip vi Honda Vit Nam :
Cng ty SYM :
L doanh nghip kinh doanh xe my, ly nhu cu th trng
lm chnh, c tc tng trng nhanh mi quc gia v
th trng m chng ti phc v. c mt ci nhn r nt
v doanh nghip SYM, SYM thit k mi tn bay hon ton
mi, th hin mt hnh tng doanh nghip mi, lun dn
u v tng tc t ph.
Cc sn phm ca SYM : Atilla ( Victoria , Elizabeth) , Excel , Angle ,Galaxy
2, Elegant. Vi mi sn phm c rt nhiu mu sc la chn ph hp vi s
thch mi ngi
-Excel : , en
-Atilla Elizabeth: , en , trng, bc , xanh l nht-Atilla Victoria : , en , trng, bc
-Angle : vng, en , xm ,
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Cng ty Yamaha Motor Vit Nam
Yamaha Motor Vit Nam bng mi n lc tr thnh mt
thnh vin tch cc ca cng ng Vit Nam, nhanh chng gp
phn vo s pht trin ca ngnh cng nghip Vit Nam tronglnh vc sn xut xe gn my.
Phng chm ca cng ty l Hng vo th trng v hng
vo khch hng. Phng chm ny bt u t cc kin phn
hi ca khch hang sau c chuyn ti ti cc bn lin quan ca Yamaha Motor
Vit Nam. Vi phng chm ny, cng ty s p ng c s mong i ca khch
hng v cht lng sn phm v cc dch v sau bn hng. Nh , cui cng chng
ti to nn Kando ngha l Rung ng tri tim khch hng.Cc sn phm ca Yamaha :
Nouvo (Nouvo LX, Nouvo RC), Mio ( Mio maximo , Mio Ultimo), Jupiter , Sirius
(Sirius R, Sirius Limited) , Exciter (Exciter RC, Exciter GP) , Gravita (Gravita MX ,
Gravita RC ,Gravita Limited)
Sirius Gravita Exciter
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Nouvo Mio Classico
Cng ty Suzuki
Gn lin vi c tnh ng tin cy v chnh hiu, Suzuki
hin l thng hiu c c th gii bit n v c nh
gi cao ti hn 190 nc vi nhiu dng sn phm a dng
nh xe my, xe t, ng c tu thy v cc sn phm c
lin quan khc nh my pht in, xe ln gn my v thm
ch c nh v nh xng lm sn.
n nay, thng hiu Suzuki vn tip tc gi vng v pht huy uy tn ca mnh bng
cch s dng s sng to nh li th cnh tranh ch yu trong qu trnh pht trin.
Khng ngng n lc, Suzuki chp nhn thch thc trong vic ci tin cng ngh nhm
to ra nhng sn phm xe my tinh t mang n nhng cm xc hon ton mi cho
ngi s dng. Ti Suzuki, chng ti cng chia s kht vng: "Thi lung gi mi
cho cuc sng".
Vi tiu ch ny cng danh ting ton cu, Suzuki mang n Vit Nam nhng sn
phm xe my chnh hiu cht lng cao c kiu dng tinh t, hin i to nn ng
lc mnh m cho s i mi trong ngnh xe my.
Cc sn phm ca Suzuki :
-X-Bike 125 ,Hayate 125, Amity 125 ,Smash 110, Revo
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Cng ty KYMCO (Hoa Lm Vit Nam)
KYMCO chnh thc thnh lp vo thng 7/1964, hin tngvn u t ti i Loan trn 180 triu USD, doanh thu mi
nm ln n trn 700 triu USD. KYMCO chuyn sn xut
cc loi xe gn my t 50 n 500 cc, xe in, xe ATV (Xe
a a hnh).
Trong chin lc pht trin, Tp on KYMCO rt ch trng n th trng Vit
Nam, nh hng xy dng ti Vit Nam Trung tm sn xut v ch to phc v
cho ton vng ng Nam v xut khu sang mt s nc Chu u nh c, Php,
KYMCO chnh thc u t vo Vit Nam t u nm 2005 thng qua hp ng k
kt hp tc vi Cng Ty C Phn xe My Hoa Lm thnh lp lin doanh
Cc sn phm ca Kymco Vit Nam: Dance, Jockey ,Solona, Zing , Vivio, XO
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Dance Jockey Solona
Zing Vivio XO
Cng ty Piaggio:
Piaggio l cng ty sn xut xe my vi kiu dng c in csn xut ti . Cng ty ny nhp khu v Vit Nam cc loi xe
cao cp, thi trang kiu c in. Vi dng xe c bit ny
c nhng ngi su tp xe c rt a thch. Ngoi ra cn c
nhng kiu dng rt thi trang, nt s kt hp gia c v mi rt n tng.
Cc sn phm ca Piaggio:
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Nevada Classic 750 California vintage LXV 125
Vespa GTS Fly Zip
Vespa LX Liberty
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Cuc chy ua ca mt s cng ty xe gn my ti th trng TPHCM
HONDA YAMAHA SYM SUZUKI KYMCO PIAGGIOSNPHM-Cht
lng
-Kiudng
Bn , tit
kim nhinliu
n gin,ththao
Trung bnh
Th thao
Cao
Nh gn
Thp
Nh gn,th thao
Thp
Thanh lch
Rt tt v
gi cao
C in
Gi Trung bnhT 14 triun 30 triu
Trung bnhT 16 triu n30 triu
CaoT 16triu n40 triu
ThpT 14 triun 25triu
ThpT 13 triun 22 triu
Rt caoT 50triun 90triu
Knh
phnphi
Cc i l do
Honda ynhimHEAD trnton quc
Cc i l
Yamaha trnton quc
Cc i
l SYMtrn tonquc
Cc i l
Suzuki trnton quc
Cc i l
Kymco trnton quc
Cc i l
Piaggio cc thnhph ln
Chiu th-Khuynmi
-Qungco
Tng nhtmin ph khimua xe
Ti trchng trnhSao maiim hnT chccuc thi lixe an ton
Tng nht minph khi mua xe
i ng nhnvin chy xe racc ng chnh nhng thnh
ph ln khi chora i 1 sn
phm mi
Tng nnbo himkhi muaxe
T chcs kin10 nmthnh lpSYM
Tng oma, thaynht min
ph khimua xe.
Qung cotrn tivi
Tng nn bohim khi muaxe
T chc skin "NgyHi KYMCOAn Ton GiaoThng - VnMinh Th"
Khi mua xc trgp vichnh hngPiaggio.
Ti trnhngchngtrnh thitrang ln thnh ph
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2.3PHN TCH CHIN LC SN PHM CA CNG TY
HONDA VIT NAM
2.3.1 Kch thc tp hp sn phm
Trong dng sn phm xe my ca cng ty Honda Vit Nam c chia
thnh 2 loi chnh : xe tay ga v xe s.
- Xe tay ga : Air Blade , Click,Spacy 125cc
- Xe s : Future Neo , Future Neo F1, Super Dream , Wave RS ,Wave
RSX ,Wave RSV , Wave S ,Wave Anpha.
XE S XE TAY GASuper Dream-Super Dream mi-Super Dream Deluxe-Super Dream PlusFuture Neo-Future Neo (phanh c)-Future Neo (phanh a)-Future Neo GTFuture Neo F1-Future Neo F1 (nan hoa)-Future Neo F1 (vnh c)Wave-Wave Anpha
-Wave RS-Wave RSV-Wave RSX-Wave S (phanh c)-Wave S (phanh a)
Air BladeClickSpacy 125cc
a dng ha sn phm l mt chin lc hu hiu nhm lm mi mnh, tng
doanh s bn, m rng th phn, v nng cao sc cnh tranh .Vi nh hng a dng
ha sn phm Honda Vit Nam c rt nhiu sn phm xe my ph hp vi tng
la tui , gii tnh , tnh hnh kinh t ca mi gia nh.Ty thuc vo nhu cu ca
tng i tng s la chn loi xe ph hp vi mnh . Mi loi xe c nhiu mu sc ,
mu sc th hin tnh cch ca ngi i xe . Do vy sn phm ca Honda c mi
ngi a thch. Bng nh hng a dng ha nh vy khi mt ngi c mun mua
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xe, ngi ngh ngay n hang xe Honda. V khi mua sn phm ca Honda Vit
Nam s rt d dng la chn loi xe ph hp vi mnh.
2.3.2Nhn hiu sn phm
t tn thng hiu l mt quyt nh v cng kh khn v quan trng. N ch c
t mt ln nhng c s dng nhiu ln sau ny. Nh vy vi mi tn nhn hiu
phi c chng minh mt cch r rng bng mt chin lc nhn hiu... Thng
hiu l mt ti sn c xy dng t lu i nn khng th no thay i mt cch
ty tin.
Cc nhn bit c bn ca mt nhn hiu l tn gi, logo, mu sc, c im
nhn dng gip phn bit nhn hiu ny vi nhn hiu khc. Vi nhn hiu
ny, ta c th thy:
Tn gi:HONDA- va mnh m, va c o. Font ch c thit k
ch in hoa mu th hin s mnh m v sng to.
c tnh c bn: xe gn my
Logo: Nhn vo logo ny tt c mi ngi u
bit y l logo ca hng xe Honda Vit Nam .
Logo cnh chim quen thuc ny li du nrt su sc trong tm tr ngi dn Vit.
Slogan: Mt slogan thnh cng thng mang trong mnh thng ip n
tng v khi gi c tr tng tng ca khch hng v sn phm.
Vi Honda thay v phi ni di dng v tiu ch ca cng ty mun
hng n. Cng ty dng slogan The Power of Dreamni ln tiuch m cng ty mun mang ti cho ngi tiu dng . Honda Vit Nam
mun mang n cho mi ngi dn Vit s an ton v hnh phc hn
trong cuc sng. Cu slogan ny nh mt thng ip m Honda Vit
Nam mun gi n mi khch hng. Tr thnh mt Cng ty c x
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hi mong i, n lc ht mnh v s pht trin ca t nc v con
ngi Vit Nam.
Ngoi ra, khi cho ra i mt sn phm mi Honda Vit Nam u t tn
rt c ngha cho tng sn phm ring bit ny .
Air Blade : chm gi- Khi nghe tn sn phm ny ngi tiu
dng cng ngh ngay n kiu dng ca n nh th no. Kiu dng th
thao v mnh m.
Click : tn gi ni ln tt c. Mt chic xe nh gn, mang li cho
ngi i chic xe ny s nh nhng nh tn gi ca n.
Future : ngha ca tn sn phm ny chnh l sn phm cho
tng lai .Mt sn phm vi nhiu tnh nng vt tri hn cc sn phm
khc.
Wave: tn ny c ngha nh mt ln sng. Trong ln sng ny
vi nhiu sn phm ,mi sn phm mt c im khc nhau nh Wave
Anpha, Wave S, Wave RSX, Wave RSV.
Super Dream : sn phm ny Honda Vit Nam nhm vo tng
lp kinh t trung bnh. M nhng ngi c tng lp trung bnh c mt
chic xe l mt c m rt ln .V th tn sn phm ny rt ng a.Phhp vi i tng m cng ty nhm ti.
2.3.3 Quyt nh lin quan n c tnh sn phm
2.3.3.1 Quyt nh cht lng sn phm
Mi ngi tiu dng, khi chn mua sn phm ca Honda Vit Nam chc chn l
do u tin h ngh n l cht lng ca Honda. Ni n Honda l ni n cht
lng. Honda Vit Nam lun t ra cht lng l tiu ch u tin phc v khch
hng.
Vi cht lng Honda rt bn, tnh an ton cao, c bit thch hp vi cc iu
kin giao thng Vit Nam cng vi cc dch v sau bn hng chu o, cc sn phm
ca Honda Vit Nam chim trn cm tnh ca khch hng Vit Nam. n nay,
c hn 2,5 triu sn phm ca Honda Vit Nam c khch hng trn c nc yu
chung s dng.
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Sn phm v dch v hu mi ca Honda Vit Nam lun c ngi tiu dng
bnh chn Hng Vit Nam cht lng cao trong 9 nm qua v c B K hoch u
t v Bo Thi bo kinh t trao tng Gii thng Rng Vng trong 5 nm lin tip.
Cng ty cng c trao tng cc bng khen t B Cng nghip, B K hoch & u
t, B Thng mi
2.3.3.2c tnh sn phm
Vi mi loi xe ca Honda Vit Nam c mt thng s k thut , tnh nng ni
bt ring bit . Khng nhng vy mi xe cn c nhiu mu sc khc nhau la
chn .Nghin cu nhu cu ca khch hng m cng ty cho ra i nhng loi xe
mi ph hp vi mong i ca ngi tiu dng .V nhng chc nng ni bt ca tng
loi xe ny ch c Honda Vit Nam . C th ni nhc n nhng chc nng ring
bit ny l ngi tiu dng ngh ngay n Honda .
Air Blade:
Mu sc : en, trng,
Tnh nng ni bt:
-Cng ngh Honda to ra s kt hp hon ho cho kh nng vn hnh ti u: ng c
nh gn - Cng sut mnh m v n nh - Gim ting n - Tit kim nhin liu.
-Cng tc chn chng bn trnh nhng tai nn ng tc khi qun gt chng bn,mang li an ton cho ngi s dng.
- Mc treo chc chn v tin li, nm c 2 pha tri v phi di yn xe, c th treo
c c 2 m bo him.
-Hc ng ln ch m bo him v nhng vt dng c nhn khc. Hc ng
c th m mt cch d dng bng 1 thao tc nh l n cng tc yn xe c b tr
nm bn cnh kha t.
ClickMu sc :trng, , en, xanh , hng, vng
Tnh nng ni bt
-Do ng c lm mt bng dung dch tch hp, CLICK c coi l kiu xe tit kim
nhin liu m vn khng lm gim kh nng vn hnh, gim ting n v lng kh
thi rt thn thin vi mi trng
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-Cng tc chn chng bn c lp t ngn xe khng di chuyn bt ng khi khi
ng mang li an ton cho ngi s dng.
-Thit k rng ri t va m bo him na u hoc cc vt dng c nhn khc - tht
an ton v tin li.
Future Neo FI
Mu sc : trng-xm-en , en-xm-bc
Tnh nng ni bt
-Dn u v cng ngh vi PGM-FI ,cng ngh ng c hng u ca Honda a
ngi li ln mt tm cao mi vi nhng tin nghi sang trng v kh nng tit kim
nhin liu ti u.
-Kha t 4 chc nng 4 trong 1, gm kha in (kha cng tc), kha chng trm,
kha c, kha yn; tin li, an ton v chng r st hiu qu.
-Tit kim nhin liu, khi ng tt, kh nng vn hnh tt trn nhng iu kin ng
s khc nhau.
Future Neo
Cm nhn s m i v sang trng cng Phong cch thanh lch v tao nh vi 3
loi : Future Neo , Future Neo GT , Future Neo Drum. Vi 3 mu : xanh lc,
en, xanh , .Tnh nng ni bt:
-ng c Honda 125cc - Mnh m v thn thin vi mi trng , gim thiu ting n,
hn ch tc ng rung gip ngi li cm thy thoi mi ngay c sau nhng chng
ng di.
-Future Neo mi cho kh nng tit kim nhin liu kh n tng vi 57.8 km/lt , tit
kim hn 20% so vi ng c Wave 100 phn khi
Super DreamGm 2 loi : Super Dream v Super Dream Plus
Mu sc : nho
Tnh nng ni bt:
-n pha Halogen tng chiu sng, an ton cho ngi s dng khi li xe vo ban
m. Ngoi ra, vnh n pha c m crm sng bng mang li v sang trng ni bt.
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-ng c Honda - Hiu sut cao, tit kim nhin liu v thn thin vi mi trng
Wave RS
Mu sc : ,xanh, vng , cam
Tnh nng ni bt
-Bnh in kh vi tui th cao hn bnh in thng thng, khng cn phi mt nhiu
thi gian v cng sc cho vic chm nc bnh nh k .
-Vn hnh mnh m, sc mnh bn b v p ng quy nh nghim ngt v kh thi ca
Chu u-Tiu chun Euro 2- nn rt thn thin vi mi trng
-Kha t 2 ln m Hin i v an ton - khng cn ni lo trm v thch thc r st
-Cc "nh" cng ha tit v sc mu nng bng, khng nh mt phong cch rt ring
ca RS - rc r v mnh m.
Wave S
Mu sc : en, , xanh , xanh lc
Tnh nng ni bt
-ng c Hondabn b, gim ting n, tit kim nhin liu v thn thin vi mi
trng
-Bnh in (c quy) kh - Tui th cao v khng cn bo dng
Wave AnphaMu sc : , bc , xanh dng , tm , en
Tnh nng ni bt
-ng c Honda - Mnh m v thn thin vi mi trng
-Bnh in (c quy) kh Khng cn kim tra nc bnh - Khng cn chm nc bnh
nh k - Khng trn dung dch a-xt ra ngoi khi ng (t) xe, bnh in kh tin li v
an ton hn cho ngi s dng.
-Thit k bng Halogen cao cp tng an ton c bit khi lu thng ban m, vicng nh sng mnh v khong cch chiu sng xa; chu va p tt nh lp ph
c bit tng cng bn ngoi.
Wave RSX
Mu sc : xanh , , trng , xanh m
Tnh nng ni bt:
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-Bng thit k theo hnh ch "V" c tnh, kt hp tuyt vi vi kiu dng thn xe. Th
hin phong cch qua chi tit thit -k hin i, tr trung v cc ngu .
-Phong cch th thao cc nh vi n xi-nhan kt hp vi n sau to thnh mt khi
gc cnh, mnh m v nng ng
Wave RSV
Mu sc: en-vng-
Tnh nng ni bt:
-Rc ln sc mu Repsol. Oai hng vi nhng nt thit k sc cnh. Phn u xe kt
hp vi b xi-nhan t m v p th thao ca Wave RSV
-Mnh m, bn b v p ng Tiu chun Euro 2 nn rt thn thin vi mi trng
-n xi-nhan sau c thit k ngay bn trong n sau to thnh mt khi gc cnh,
mnh m v nng ng.
2.3.4 Dch v h tr ca Honda Vit Nam nng cao gi tr sn phm:
Hin nay TP HCM c rt nhiu ca hng bn xe v dch v do Honda
y nhim (HEAD). Cc HEAD lun n lc mang n cho khch hng nhng sn
phm cht lng cao, dch v bn hng chu o v i ng nhn vin nhit tnh tn
tm, p ng y tiu chun ca Honda Vit nam cng nh Honda ton cu. Mng
li cc ca hng HEAD (ca Honda Vit Nam c xy dng trn khp t nc
khch hng c th d dng mua c cc sn phm chnh hiu ca Honda Vit Nam.
Vi nhng n lc trong vic o to li xe an ton, Cng ty Honda Vit
Nam xy dng i ng hng dn vin li xe an ton ti cc ca hng HEAD, sn
sng t vn nhng kin thc c bn v li xe an ton v kin thc v lut l giao
thng cho khch hng.
Nhm nng cao cht lng dch v hu mi,vi mi ca hng HEAD (Ca
hng Bn xe v Dch v do Honda y nhim) khch hng c quyn li sau :
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V bo hnh ,bo tr:
1.Cng ty Honda Vit Nam p dng ch bo hnh mi l 2 nm hoc 20.000km
cho cm ng c; 1 nm hoc 12.000km cho cc chi tit khc. Cng vi vic ko di
thi gian bo hnh, s ln kim tra nh k cng c tng t 4 ln ln 6 ln.
2. Mi ca hng Bn xe v Dch v do Honda y nhim (HEAD) trn ton quc u
l mt trung tm bo hnh, bo dng sn phm theo ng tiu chun ca Honda vi
trang thit b hin i v i ng k thut vin c o to chnh quy v giu kinh
nghim. y cng l Trung tm t vn k thut cho khch hng , thc hin t vn
chnh sa v x l nhng trng hp phc tp cho khch hng.
3. Cung cp dch v lu ng bng Xe dch v lu ng n nhng a phng
cha c ca hng HEAD .
4. Ngoi ra cng ty cn c Dch v di ng - nim vui dnh cho khch hng
- Do cuc sng bn rn, mt s khch hng khng c thi gian mang xe n cc
ca hng do Honda y nhim bo dng nh k cng nh gp s c nh. Chnh v
th, Phatico 1, 3, 4 v Tn Thnh 1, 2, 3 thc hin chin dch Dch v di ng
(Mobile Service) vi cc khch hng mua xe ti HEAD. Nhng chic xeMobile
Service c trang b y dng c chuyn dng, ph tng thay th lun tc trc
t 7h n 20h bo dng cng nh sa cha xe phc v khch hng ngay ti nhcng nh trong cc trng hp cp thit.
- Hn mt thng thc hin, Phatico 1, 3, 4 v Tn Thnh 1, 2, 3 mang n nim vui
cho khch hng. Mobile Service ngy cng c p dng rng ri ti cc HEAD trn
ton quc. y thc s l mt chin dch c o nh mt mn qu nh gi n cc
khch hng s dng xe ca Honda Vit Nam .
V ph tng thay th:
Honda Vit Nam thit lp cc trm dch v ( Service-Station ) , sa cha v cungcp ph tng chnh hiu cho sn phm xe my ca cng ty. Khi xe c vn ngi
tiu dng ca Honda Vit Nam ngoi c bo hnh , bo tr th Honda Vit Nam cn
c ph tng chnh hng thay th.
Ph tng chnh hiu Honda l g?
Bao b tiu chun c tem nhn chnh hiu vi m s ph tng ca Honda
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c cung cp qua h thng ca hng bn xe v lm dch v do Honda u nhim
c im chnh ca ph tng chnh hiu Honda
Tnh ng b vi cc linh kin khc
bn cao do c ch to t vt liu cht lng cao.
n nh v an ton cao cho ngi s dng.
Kh nng lp rp chnh xc cao.
m bo cc tinh nng k thut.
m bo an ton vi mi trng.
Chnh sch kinh doanh ph tng Honda Vit Nam em li li ch v thun tin
cho khch hng
1. Cung cp ph tng y , kp thi, mi lc, mi ni, vi cht lng cao nht
v gi c phi chng.
2. Cht lng ca ph tng chnh hng Honda rt bo m:
c ch to t vt liu cht lng cao bng cng ngh tin tin nht, ph tng chnh
hiu Honda d c nhp khu t Nht Bn, Thi Lan, Trung Quc hay cung cp bi
cc nh sn xut trong nc u lun m bo cc yu cu tnh nng k thut, ng
thi tha mn nghim ngt tiu chun cht lng ca Nht nh Jis, Hes, Jama... v c
cc tiu chun TCVN Vit Nam. Mi ph tng do Honda Vit Nam cung cp ulun t yu cu v cht lng ngang bng vi cht lng sn xut ti Nht Bn
3. Gi c hon ton hp l :
Chnh sch kinh doanh ph tng ca Honda Vit Nam trong nhng nm qua lun nht
qun vi phng chm cung cp ph tng y , kp thi, mi lc, mi ni, vi cht
lng cao nht v gi c phi chng. Hiu r mong mun v nhu cu cu ca ngi
tiu dn, Honda Vit Nam lun khuyn khch vic s dng ph tng chnh hiu thng
qua s hp l ca gi thnh. Gi c ca tt c cc loi ph tng xe my u c nimyt cng khai v thng nht ti cc ca hng bn xe v dch v do Honda y nhim
(HEAD) trn ton quc v trn website ca cng ty Honda Vit Nam
4. An ton v thn thin vi mi trng:
Ph tng chnh hiu Honda l la chn thay th tuyt vi chic xe Honda ng cp
ca bn lun ng b v an ton trong sut thi gian s dng. Dnh ring cho xe
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Honda, ph tng chnh hiu Honda c kh nng lp rp chnh xc, ng b vi cc
linh kin khc, m bo chic xe ca bn lun vn hnh tt. chnh l s m bo
an ton cho bn v ngi thn khi s dng ph tun chnh hiu Honda. Bn cnh ,
mt s ph tng chnh hiu khi sn xut bng vt liu thn thit vi mi trng nh
m phanh khng Aming trnh cho ngi s dng v nhng ngi khc khi
nhim, hn ch bnh ung th phi.
D hng nhi r hn khng ng k, bn c th tit kim mt khon tin rt nh trc
mt nhng ph tng nhi tri ni trn th trng khng c kim sot rt km cht
lng, khng ng b, khng m bo lp rp chnh xc s lm cc b phn khc trn
chic xe ca bn mau hng hn v phi sa cha nhiu ln. Ph tng nhi lun tim
tng nguy c trc trc khi bn iu khin xe, dn ti nguy c xy ra tai nn gy
thng tt thm ch nguy him ti tnh mng ca bn v ngi thn.
5. D tm mua:
Vi n lc ngy cng tha mn mt cch tt nht mi nhu cu ca khch hng v dch
v sau bn hng, ph tng chnh hiu Honda c mt khp 64 tnh thnh c phn
phi qua
hn 300 ca hng HEAD trn ton quc ng thi cn m rng cung cp qua cc ca
hng sa cha cho khch hng xa. D bt k u trn t nc Vit Nam, ti btk ca hng no trong h thng Honda y nhim, bn cng s c phc v chu o,
c tha mn mi nhu cu v ph tng chnh hiu Honda.
6. Gip khch hng an tm v ph tng chnh hiu Honda , chng hng gian,
hng gi. Trn mi ph tng ca xe Honda c tem ca chnh hiu Honda:
Hng triu sn phm ca Honda c ngi tiu dng trn ton th gii tn nhim s
dng trong sut hn 50 nm qua bi bn, tnh tin dng, gi c phi chng
Chnh sch sn xut nc ngoi ca Honda l Honda-Cht lng khng bin giiiu ny c ngha l xe my v ph tng xe my Honda, d c sn xut ti bt k
quc gia no, cng u mang b quyt cng ngh ca Honda Nht Bn, u l nhng
chic xe v ph tng xe my c cht lng ton cu.
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Cc ph tng ca xe Honda c sn xut ti nhng nh my c cng ngh tin tit
nht, vt qua nhng kim nh kht khe nht ca Honda v cc tiu chun v tnh
nng, bn, tnh tin dng.
Nhn dng tem hng ho ca ph tng chnh hiu Honda
2.3.5 Pht trin sn phm mi:
Mu xe no cng mi th ch s tha mn khch hng cng cao - Neal Oddes,
gim c phn tch v nghin cu sn phm ca J.D. Power tit l. Chnh v th vic
cc nh sn xut tung mu xe mi ra th trng ng thi im l rt quan trng.
Tnh hnh cnh tranh trn th trng xe gn my ngy cng gay gt cng thm
nhu cu ca khch hng lun thay i tng ngy vi i hi v la chn ngy cng
gt gao. V vy, mun tn ti v pht trin, bt k cng ty no cng phi lun lun
sng to v tm ti ra nhng sn phm mi.
Hiu c iu , hng nm, cng ty t chc vi cuc nghin cu th trng,
tham kho th hiu ca ngi tiu dng, nghin cu cc sn phm ang c a
chung hay sn phm ca cc i th cnh tranh, t thit k ra nhng mu sn
phm mi, p ng kp thi nhu cu ca th trng.
Cc sn phm mi ca Honda Vit Nam qua tng thi im :50
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Nm 2005: ra i Wave RS , Wave Anpha , Future Neo
Nm 2006 : tip tc tung ra nhng sn phm mi ph hp vi nhu cu
mi ca ngi tiu dng Future Neo GT, Wave RSV, chnh thc gii
thiu mu xe tay ga hon ton mi mang tn CLICK ra th trng. tip
theo l Air Blade
Nm 2007: ra mt Wave S v Future Neo Mi vi nhng tnh nng vt
tri c cp nht thm, p ng nhiu hn na nhu cu v k vng ca
ngi tiu dng.
Honda Vit Nam lun kp thi cho ra i nhng sn phm mi ph hp vi th
hiu , nhu cu ngi thiu dng. iu cng gp phn rt ln trong thnh cng ca
Honda nh ngy nay.
2.3.6 Chu k sng sn phm:
Sn phm mi khi gii thiu ra th trng thnh cng vn cha bo m
kh nng kinh doanh lu di ca chng. Do vy , Honda Vit Nam c
nhng iu chnh trong chin lc Marketing do tnh hnh th trng thay i
(cnh tranh, nhu cu th trng , kh nng thch ng ca sn phm i vi
nhu cu) .Chnh v th , Honda Vit Nam nm r mi sn phm ca cng ty
mnh ang giai on no ca chu k sng sn phm.Vi chic Wave RSX ang giai on gii thiu th Honda Vit Nam
a ra cc chin lc marketing nh sau:
-V sn phm :Sn phm c bn
-V nh gi : Gi bn l xut ca Wave RSX phin bn bnh mm l
17,900,000 triu ng ( bao gm thu GTGT); bnh cm l 15,900,000 (
bao gm thu GTGT)
-V phn phi: phn phi thng qua h thng cc ca hng Bn xe v Dchv do Honda y nhim trn ton quc (HEAD).
-V chiu th :
+ Wave RSX qung co rm r trn tivi , mc rt thng xuyn
mi ngi tiu dng u bit n Wave RSX .Ngoi ra ti cc
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3.1 NH GI VIC VN DNG CHIN LC SN PHM CA
CNG TY HONDA VIT NAM
u im
_Chin lc a dng ho sn phm: Hin nay th Honda ang dn u trong th phn
xe my.Cc sn phm a dng l mt yu t rt ln dn n s thnh cng ca Honda
trong th trng ny.
_Chin lc v nhn hiu: Honda cho ra i rt nhiu dng sn phm khc nhau
nhng vn mang chung mt thng hiu Honda. iu ny cho thy Honda mun
khng nh v tr ca mnh trong th trng xe gn my ,mun chng t s b th ca
mt i gia trong th trng ny.Bn cnh cng cho thy c Honda mun gi
hnh nh thng hiu ca mnh trong lng ngi tiu dng,v mun gi gm mt
thng ip n vi ngi tiu dng rng khi ngh n xe gn my hy ngh ngay n
Honda..V y cng chnh l mt bc i thnh cng ca Honda khi mang thng
hiu ca mnh n gn vi ngi tiu dng hn._Chin lc v cht lng sn phm: iu ny c chng minh bng s nh gi
ca ngi tiu dng v ca cc chuyn gia thng qua cc chng ch Iso quc t.Ngoi
ra cn thng qua cc gii thng do ngi tiu dng bnh chn nh: ISO 9001,..
_Chin lc c tnh sn phm: i vi dng xe s Honda Vit Nam cho ra i
Future Neo FI tit kim xng ti a, v mt s sn phm thn thin vi mi trng.
_Chin lc sn phm mi: Honda lin tc cho ra i cc sn phm mi p ng th
trng. iu ny tht s l mt hng i tch cc ca Honda_Chin lc to uy tn sn phm:Cc chng trnh hot ng cho thy Honda kh
thng minh khi chn hnh thc t chc s kin thc hin chin lc ny. y l
mt phng thc va r li nhng li hiu qu.
_Dch v hu mi: vic chm sc khch hng ca Honda rt hiu qu to du n ring
v mu sc ring.
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Nhc im:
_Chin lc a dng ho sn phm: S a dng li tr thnh mt im yu ca mnh.
chnh l s gn ging nhau mt s sn phm. Chnh iu ny i khi lm cho
ngi tiu dng d b nhm ln trong vic chn la sn phm cho mnh. V d in
hnh l xe Wave RS, Anpha, S..lm ngi tiu dng kh phn bit nhng loi xe
Wave ny vi nhau.
_Chin lc c tnh sn phm: i vi dng xe tay ga Honda Vit Nam cha cho ra
i c sn phm tit kim c xng mt cch ti u nht.
_Dch v hu mi :Nhng chng trnh ca Honda cng gn ging nh cc thng
hiu khc. iu ny lm hn ch vic phn phi cho cc khch hng l t chc hoc
cc doanh nghip t nhn.
3.2 MT S XUT NHM HON THIN CHN LC SN PHM
V TNG KH NNG CNH TRANH:
_Chin lc a dng ho sn phm: Mi chic xe ca Honda Vit Nam cn c mt
im khc bit so vi nhng chic trong cng mt dng xe. V d , mi chic Wave
cn c im khc nhau, Wave Anpha kiu dng n gin , th khi cho ra i Wave S
kiu dng phi mnh m, c im ni bt hn nh tit kim xng hn._Chin lc c tnh sn phm: Trong nhng nm gn dy xu hng chuyn t xe s
sang s dng xe tay ga ngy cng tng , bi nhiu tnh nng u vit, thun tin: cp
rng ,khng phi sang s khi i,mu m p sang trng,.. Nhng trong tnh hnh
th trng hin nay gi xng ang tng cao ,d mun s dng xe tay ga ngi tiu
dng vn e ngi .Do vy , cng ty nn cho ra i dng xe tay ga tit kim xng mt
cch ti a nht.
_Dch v hu mi : Dch v hu mi cha thc s thu ht.Cng ty nn thnh lp mtcu lc b thnh vin Honda .Song song l vic t chc,xy dng cc chng trnh
cc thnh vin cm thy kch thch trong vic mua hng ca mnh.Ngoi ra cng ty
nn thng xuyn t chc cc bui tic tri n cc khch hng thn thit ca mnh
v cc khch hng ln ca cng ty. iu ny s to mt mi quan h mt thit gia
ngi tiu dng v nh sn xut.
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y l mt ti em kh tm huyt v c gng rt nhiu .Em i tm ti
liu ,thng tin t rt nhiu ngun t mng internet,hi ngi lm trong cng ty v c
s gip thng qua ti nghin cu marketing ca cc anh ch kho trc.Tuy
nhin trong mt thi gian tng i ngn nn ti s cn nhiu phn cha hp l v
cn nhiu s xut. y l ti u tin nn cng gp khng t kh khn trong vic
tm kim thng tin v vit bi.Chnh nh s gip ca Ths. Th c hng
dn tn tnh gip em rt nhiu trong vic hon thnh ti.Sn y cho em xin gi
li c cm n c v s ch dn ca c.Bn cnh l s h tr t bn b cc anhch gip cho em hon thnh bi mt cch tt p,Cng xin c cm n mi
ngi. ti kt thc trong s n lc ca em sut thi gian qua,tuy nhin nu c thi
gian nhiu hn hy vng to s c hon ho hn trong cch vit bi cng nh
cch trnh by.Tuy nhin vi bc u nh th ny,em ngh y s l mt nn tng
cho em trong cc ti nhm tip theo.
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