Kế hoạch marketing cho công ty TNHH NAVITAS VN 2013 2015

TNHH NAVITAS 2013-2015 : T I IH I H C QU C GIA TP H b ng d n khoa h c : TS PH M NG cv ch m nh ch m nh TR - - -oOo m 2013 : m sinh : 01/02/1985 1- 2015 N :K 2- : 06/2013 - 2015 345- 29/04/2013 16/08/2013 - N c th c hi n nh m ph c v cho ho c t Nam ng kinh doanh B2B thi t b li c ho ch ti p th ng Vi t Nam ng Hi n t i Vi Vi t Nam n xu v y Nam nh p kh u thi t b li u t ts s nh i c a Vi t u v s n ph c ti p t t r t nhi u th i gian ch t cao V i nh t th n c th c hi n d tin th c p t n i b c pt li u th c thu th p t ph ng v ph quan n i b M o m t k ho ch ti p th d doanh c mm t qu s nh - y doanh s T n t 06/2013Gi i thi u v n ph m c ng kinh doanh - - chi ng k ho ng c th ngh - c marketing u ki n tri n ch uc a tl pm c ng k ho ch marketing giai ng bao g - - nh n di c kinh ABSTRACT This thesis is created for B2B business of Vietnam Navitas Co., Ltd - the company that specializes in equipments and materials used in the printing industry Thesis presented the marketing plan for the Navitas company in Vietnam market Earlier in 2013 , Navitas Co., Ltd commenced operations in Vietnam Currently companies in Vietnam that invested in printing industry filed except Trading companies in Vietnam that import equipments and raw materials from abroad to sell in domestic and some companies import goods when they have demands for high quality products, it takes so much time to wait and the cost will be very high With these characteristics , it is clear that Vietnam is a very potential market for the industrial sector in development This thesis is based on collecting secondary information from internal, printing industry magazines, and printing industry statistics Primary information was collected from interviews experts and relevant departments within the company and the company The goal of this thesis is to create a marketing plan based on the business strategy of the company theme also aims to increase the brand identity of the clients of Navitas The results will boost sales , setting goals short term and long term for the company From this table the marketing plan for the period 06/2013-2015 under construction include the following contents : - Introducing Ningavitas Co., Ltd.and the products - Analysis of business environment - The marketing objectives - Proposing marketing strategy - Developing specific action plans - Developing and recommending marketing budget - Deployment conditions and limitation M CL C 1.2 2.3 Nam .2 11 11 12 12 13 15 15 15 16 16 20 24 25 25 26 27 arketing 30 30 30 31 31 31 32 33 33 33 33 34 34 38 38 5.4 5.4.2 38 39 41 43 44 45 45 45 47 49 50 51 DANH M C B NG BI U B ng 3.1: Th n ph m c a Navitas Vi 2013 B B ng 4.2: B ng 4.3: P i th c l i nh tranh gi B ng 5.1: B ng doanh s d ki n c 2013-2015 i th n Nam 33 DANH M a th gi i theo s n ph 18 a Vi t Nam nh c c nh tranh c T NG QUAN 1.1 Vi t Nam hi n nay, m v c s n xu t d v is p Trong r t nhi u lo n ph m c p Vi d n t ,chai l m ph n t i ch D , th n ph n tho gia d ng h t Nam l ng, doanh nghi p ng r t ti c s n xu ng d tb y c ng p, c bi t cl c t b c a ngu n g c ts d a Navitas S n ph m c ph ki n t nhi Vi d ng s n ph m c a ph i nh p t th ph p nhi Vi v c b o tr t th i gian V i vi s n xu v in ki p p ph i s c gi i quy t m n th a m d uh nh i m nh u m i gi i thi u, qu Vi t Nam t ng th i ng m t k ho ch Marketing thi nh m m th ng 37 Khuy c khuy nh mua s n ph m, khuy n h n nh g c: h i ch tri n th i ch tri Th i gian: t c t l n th 13 v p nh a n 06/09/2013 i ngh 799 Nguy n 7, TP HCM t ch c: Hi p h i nh a Vi t Nam ng PR: Qu u Navitas Vi nh n di ki t ng k t cu hay 38 5.4 K ho ch tri u ki n tri n khai 5.4.1 K ho ch tri n khai 2013 07/2013 - 12/2013 2014 01/2014 - 12/2014 206,000,000 238,000,000 doanh 2015 01/2015 - 12/2015 261,800,000 doanh ny ut l p c n nhi ng th i s 39 5.4.1.2 Qu marketing 2013 www.navitas.com website 01/2013 12/2013 3,000,000 6,000,000 ( 2,000 01/2013 12/2013 SEO Duy 01/201412/2013 3,300,000 2014 9,000,000 (3000 SEO 01/201412/2014 40 (VPAS) 01/201412/2014 4,000,000 01/201512/2015 3,630,000 15,000,000 (5000 2015 SEO (VPAS) 01/201512/2015 01/201512/2025 4,400,000 41 5.4.1.3 Khuy 10,000,000 (10,000 15,000,000 07/2013 08/2013 5,000,000 tranh - 2013 kinh doanh 12/2013 21,700,000 (700,000 x 31 10,000,000 (10,000 2014 07/2014 08/2014 tranh - 16,500,000 42 4,000,000 kinh doanh 35,000,000 (700,000 x 50 12/2014 10,000,000 (10,000 18,000,000 07/2015 08/2015 4,000,000 2015 kinh doanh 12/2015 56,000,000 (700,000 x 80 tranh - 43 5.4.1.4 Marketing tr c ti p gian marketing 07/2013 12/2013 2013 60,000,000 NV kinh doanh catalogue 2,250,000 (45,000*50) 72,600,000 01/2014- NV kinh 12/2014 doanh 2014 catalogue 3,960,000 (80 x49,500) 79,860,000 01/2015- NV kinh 12/2015 doanh 2015 catalogue 6,534,000 (120 x 54,450) 44 5.4.1.5 Quan h marketing 2013 07/2013 12/2013 2014 01/2014 12/2014 2015 01/2015 12/2015 &1 kinh doanh &1 kinh doanh &1 kinh doanh 60,000,000 80,000,00 100,000,000 45 u ki n tri n khai 5.4.2.1 Ngu c 2013 2014 doanh - marketing 2015 kinh doanh doanh - doanh doanh - 06 09 07 0 doanh T m th i Vi c th c hi n k ho ch marketing s nt ic hi n, c th p nh m i th c ng c a th k ho ch market c ng th i th c hi m r n d i ch u c th c hi n k ho ch marketing c d c hi n cho t ng ho kees ho ch c th Theo k ho 4% doanh thu c c s t theo m t ng marketing m p n 46 T b ng 5.1: doanh s d ki n c 2013-2015 d n ho ch tri n khai k ho ch marketing 5.4.1 l thu 2013 317.250.000 10.407.728.400 2014 452.690.000 13.530.046.920 2015 459.264.000 17.589.060.996 3,05% 3,35% 2,61% 3: T T k t qu un 47 C T LU N Th ki n nt Vi t th n xu t nh y p kh u t ng r t ti m n ph Vi t Nam i cho doanh nghi cv i s d in th i gian ch tr c ti n ph m c ng th iv n xu t s n ph m xu t kh u v ch ng nh n v u n, ch ng nh i ng: MSDS, RoHS) r t kh nhu c c nh ng n c a Navitas Vi Navitas m ng Vi c nhi ng m t k ho iv n, c r t c n thi ng k ho thu u y ut , hi n t ng d c ho ng ti p c K ho ch marketing cho 06/ 2013 2015 c hi c ki n ng marketing hi n t h pd a th c t ng l i th c a pv ty ng c t b n k ho u ki n th c t c c a k ho TNHH Navitas Vi t Nam, t ki n i th p k ho i nhi u c g nghi p t Nam n c a th ho tl t h p v i nh ng ki n th ng kho ng th l ct ng c N i dung 2015, m 48 v i nh ng bi ho n bi n th x y ng b t ng ng kinh doanh c x y th i c hi u qu c n ph u ch pv it ng 49 U THAM KH O Ti p th gi ch c, tb i H c Qu c Gia TP HCM t Nam nv Hi p h a a http://www.vpas.vn/index.php/vi/ ph n ch Nguy t Nam n Th Mai Trang (2009), ng Philip Kotler ch (2007), b n TP.HCM, NXB n t i Nguy n Th n (2011), p (Marketing B2B), H c vi Gladish, Alan W "Plan to Market for Long-Term Prosperity." Marketing News, December 1998, 14 from http://www.referenceforbusiness.com/encyclopedia/Man-Mix/MarketingStrategy.html Dan S Kenedy (2006), The Ultimate marketing plan, 3rd edition, from http://www.slideshare.net/danielbatistagalvao/dan-s-kennedy-the-ultimatemarketing-plan William A Cohen (2005), The Marketing Plan, 5th edition John Wiley & Sons, Inc 50 PH L C A NAVITAS STT 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 Daiwa D&Y Nidec Daiya Vinasino APPC Hai Sung Katagiri Clipsal MUTO ECLAT Figla Astee Horie Uchihasi Acrylic Sanshin Hayabusa 26 27 28 29 30 31 Nagisima Ly Long Brush Kim Sang Nidec Sankyo Toyoda Gosei TP HCM TP HCM TP HCM TP HCM TP HCM TP HCM Long An Long An Long An Long An Nai Malaysia 51 I - H nT - a ch c: 25/15 T n, Th Thu II - o: T iH - T 12/2009 c chuy i, khoa Qu p, iH - T n 2013: cao h c Qu n Tr Kinh Doanh, khoa Qu Nghi iH III - T 04/2008 D ng - T - T n 03/2010: TNHH n Mi n Nam - XD ti p th KOKUYO Vi t Nam - T Nam t ... t k ho ch Marketing thi nh m m th ng T n "X TNHH Navitas Vi t Nam ng k ho n t 06 /2013 2015" t K t qu c ho ch, 1.2 M p k ho n 06 /2013 2015 C th : 1) n c a th p, i th c nh tranh 2) ng marketing. .. - 12 /2013 2014 01/2014 - 12/2014 206,000,000 238,000,000 doanh 2015 01 /2015 - 12 /2015 261,800,000 doanh ny ut l p c n nhi ng th i s 39 5.4.1.2 Qu marketing 2013 www .navitas. com website 01 /2013. .. 3,630,000 15,000,000 (5000 2015 SEO (VPAS) 01 /20151 2 /2015 01 /20151 2/2025 4,400,000 41 5.4.1.3 Khuy 10,000,000 (10,000 15,000,000 07 /2013 08 /2013 5,000,000 tranh - 2013 kinh doanh 12 /2013 21,700,000 (700,000