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9741 LV.ThS DHKTQD ! w ;.®3iw ■: ;-^:', » WJ ' ir»; -tcfr'-A Vw!: * • •1*.x ■•■A /W X -X u £ :■ Il TRU'dNG DAI HOC KINH TE QUOC DAN oOo D^I HOC K.T.Q.D TT THONG TIN THU'VIEN I phOng luan an- tulieu -.— HA KIM NGAN PHAT TRIEN THI TRUING SAN PHAM THIET BI • • XX _ _ _ _ ~, NHA BEP CUA CONG TY IM 111 SENA VIET NAM Chuyen nganh: Kinh te phat trien LUAN VAN THAC SY KINH TE Nguoi hu’d’ng dan khoa hoc: GS.TS NGO THANG LO1 THS HA NO1 - 2014 LCH CAM DOAN Toi xin cam doan luan van la ban than thuc hien, khong chep cac cong trinh nghien cuu cua ngudi khac lam san pham cua rieng minh Cac so lieu va trich dan neu luan van deu co nguon goc va trich dan ro rang Toi xin chiu hoan toan trach nhiem ve tinh xac thuc cua luan van NGU'Ol VIET Ha Kim Ngan LOI CAM ON De hoan luan van nay, ngoai su no luc, co gang cua ban than, tac gia da nhan duac sir giup da cua nhieu tap the, ca nhan va ngoai truong Tac gia xin bay to long kinh va biet on sau sac tai Thay giao GS.TS Ngo Thang Lai - Khoa Ke hoach va Phat trien - Truong DH Kinh te Quoc dan, nguai da luon tan tinh huong dan, dong vien va giup da tac gia hoan luan van Tac gia cung xin bay td long biet an den cac Thay, Co Khoa Ke hoach va Phat trien da tao dieu kien thuan lai cho toi qua trinh hoc tap, nghien ctru Trong qua trinh thuc hien de tai, tac gia cdn nhan duac su giup da nhiet tinh cua cac can bo nhan vien thuoc Cong ty TNHH SENA Viet Nam Tac gia cung xin dupe gui lai cam an chan nhat den cac dong nghiep thuoc Cong ty Ha Noi, 28 thang 10 nam 2014 Hoc vien Ha Kim Ngan MUC LUC • • LCH CAM DOAN DANH MUC CHU VIET TAT DANH MUC BANG BIEU, SO DO LCH Md DAU CHlTONG I: CO SO LY LUAN VE PHAT TRIEN THI TRUONG SAN PHAM (GAN VCH THI TRUONG SAN PHAM THIET BI NHA BEP) 1.1 Nhfrng khai niem lien quan den phat trien thi truong san pham 1.1.1 San pham 1.1.2 Thi truong san pham 1.1.3 Phat trien thi truong 1.2 Phat trien thi trirong san pham thiet bi nha bep 16 1.2.1 Dac diem va phan loai thi truong thiet bi nha bep 16 1.2.2 Cac nhan to tac dong den phat trien thi truong san pham thiet bi nha bep 20 1.2.3 Su can thiet phai nghien cun phat trien thi truong san pham thiet bi nha bep doi voi doanh nghiep 30 CHlTONG II: THUt TRANG PHAT TRIEN THI TRUONG SAN PHAM THIET BI NHA BEP CUA CONG TY TNHH SENA VIET NAM 33 2.1 Cong ty TNHH SENA Viet Nam 33 2.1.1 Gioi thieu ve cong ty TNHH SENA Viet Nam 33 2.1.2 Mo hinh to chtrc kinh doanh 36 2.2 Cac nhan to tac dong den phat trien thi trirong san pham thiet bi nha bep tai cong ty TNHH SENA Viet Nam 37 2.2.1 Nhom nhan to thuoc ve doanh nghiep 37 2.2.2 Nhom nhan to thuoc ve khach hang 50 2.2.3 Nhom nhan to thuoc moi truong kinh doanh 55 2.3 Thye trang phat trien thi trirong san pham thiet bi nha bep tai cong ty 62 2.3.1 Md rong thi truong 62 2.3.2 Thay doi co cau thi truong 74 2.4 Danh gia ve phat trien thi trirong san pham thiet bi nha bep tai cong ty 78 2.4.1 Nhung ket qua va nguyen nhan 78 2.4.2 Nhung han che va nguyen nhan 80 CHLONG III: DINH HUtJNG VA GIAI PHAP PHAT TRIEN .85 THI TRUONG SAN PHAM THIET BI NHA BEP CUA 85 CONG TY TNHH SENA VIET NAM 85 3.1 Djnh hudng phat trien thi trirong san pham thiet bi nha bep tai cong ty 85 3.1.1 Can cu dinh hudng phat trien thi truong san pham thiet bi nha bep 85 3.1.2 Dinh hudng phat trien thi truong thiet bi nha bep cua doanh nghiep giai doan tai 86 3.2 Cac giai phap phat trien thi truong san pham thietbi nha bep .87 3.2.1 Tang cubng huy dong va nang cao hieu qua su dung voncho phat trien thi truong 87 3.2.2 Xay dung chinh sach san pham theo hudng da dang hoa, phu hop vai timg loai thi truong 90 3.2.3 Hoan thien chinh sach gia de phat trien thi truong 91 3.2.4 Hoan thien kenh phan phoi de phat trien thi truong 92 3.2.5 Nang cao hieu qua cac hoat dong marketing 95 3.2.6 Nang cao chat luong dich vu sau ban hang 98 3.2.7 Phat trien nguon nhan luc de phat trien thi truong 98 KET LUAN 101 TAI LIEU TH AM KHAO 102 PHU LUC DANH MUC CHU" VIET TAT NPP : Nha phan phoi TNHH : Trach nhiem hun han TBNB : Thiet bi nha bep CNH-HDH : Cong nghiep hoa- hien dai hoa UBND : Uy ban nhan dan TP : Thanh STT : So thur tu PTTH : Pho thong trung hoc VN : Viet Nam DN : Doanh nghiep CN : Cong nghiep WTO : To churc thuong mai the gidi UNDP : Chuang trinh phat trien cua Lien Hop Quoc DANH MUC BANG BIEU, SO DO Bang 1.1: Ma tran Ansoff Bang 1.2: Bang tieu chi danh gia qua trinh phat trien thi truong 15 Bang 2.1: Co cau lao dong phan theo trinh cua Cong ty SENA Viet Nam 38 Bang 2.2: Chuong trinh ban hang nhan dip 30/4-01/05/2012 43 Bang 2.3: Chuong trinh ban hang cuoi nam 2013 43 Bang 2.4: Chinh sach thuong quy, nam doi ap dung voi he thong phan phoi 44 Bang 2.5: Chuong trinh khuyen mai tai sieu thi dien may Pico 46 Bang 2.6: Chuong trinh khuyen mai cua cong ty TNHH SENA Viet Nam doi voi ngubi tieu dung 47 Bang 2.7: Bang ket qua dieu tra nhu cau khach hang 51 Bang 2.8: Toe tang doanh thu thiet bi nha bep tren thi truong ban buon, ban le 63 Bang 2.9: Toe tang doanh thu thiet bi nha bep tren thi truong Ha Noi, TP Ho Chi Minh; cac tinh 65 Bang 2.10: Toe tang doanh thu thiet bi nha bep tren thi truong thong, cao cap 66 Bang 2.11: So luong cac nha phan phoi giai doan 2007 - 2013 68 Bang 2.12: So luong cac sieu thi dien may ban hang cua edng ty SENA giai doan 2009-2013 70 Bang 2.13: So luong phat trien cac chi nhanh cua cac sieu thi dien may ban hang cua cong ty TNHH SENA Viet Nam 71 Bang 2.14: Thi phan san pham thiet bi nha bep Faber giai doan 2009-2013 73 Bang 2.15: Thi phan cac hang thiet bi nha bep tai Viet Nam giai doan 2009-2013 73 Bang 2.16: Ty thi truong ban le, ban buon tu nam 2009-2013 75 Bang 2.17: Ty thi truong tinh giai doan 2009-2013 76 Bang 2.18: Ty doanh thu thi truong san pham cao cap giai doan 2009-2013 77 So 1.1: Phan loai thi truong thiet bi nha bep 17 So 1.2: Mo hinh kenh phan phoi san pham 18 So 2.1: Mo hinh to chuc quan ly tai cong ty TNHH SENA Viet Nam 34 So 2.2: Mo hinh kenh phan phoi san pham thiet bi nha bep tai congty 37 Bieu 2.1: Thu nhap binh quan dau nguoi/ nam .50 Bieu 2.2: Toe tang truong GDP va ty le lam phat cua Viet Nam qua cac nam 2005- 2013 55 Bieu 2.3: Doanh thu mang thiet bi nha bep giai doan 2009-2013 63 Bieu dd 2.4: Thi phan thiet bi nha bep cua cac hang tai Viet Nam giai doan 20092013 74 De gitr dugc khach hang va phat trien manh cac thi truong da hudng tdi, cong ty can linh hoat va chinh xac hon hoat dong nghien cuu thi trudng de cd chinh sach san pham phu hop nhat Tuy nhien can phai luu y la chinh sach da dang hoa san pham thi viec phat trien san pham mdi chua nhieu yeu to rui ro Do vay hoach dinh chinh sach nay, cdng ty can tinh toan ky ve cac mat: vdn dau tu, dinh hudng phat trien thi trudng, thdi han thu hoi vdn, loi nhuan san pham dem lai 3.2.3 Hoan thien chinh sach gid cte phat trien thi tririmg Theo danh gia cua nha phan phdi thi TBNB Faber van cd gia ca cao hon so vdi cac mat hang cd chat luong, mau ma tuong duong tren thi trudng, gia ca dang la van de canh tranh gay gat giua cac loai san pham Vi vay viec xay dung chinh sach gia hop ly se gop phan khong nho vao nang cao nang luc canh tranh, tang tieu thu san pham cua doanh nghiep Doi vdi cac thi trudng mdi xam nhap, tung dieu kien cu the ma doanh nghiep ap dung hinh thuc gia cao hay gia thap nham xam nhap nhanh manh vao thi trudng Cac san pham thiet bi nha bep cua FABER chua duoc biet den nhieu tren thi trudng cao cap, do muon xam nhap thi trudng nay, doanh nghiep can dat gia thap hon hoac ngang bang vdi mat bang gia thi trudng Doi vdi cac thi trudng ban buon, tinh: cong ty co the su dung chinh sach gia chiet gia hoac bdt gia, nhu chiet khau 50% gia tri san pham, chiet khau them % vao gia cho cac goi doanh thu doi vdi nha phan phdi lan dau tien lay hang, ho tro them % vao gia cac nha phan phoi tu len lay hang nham tham nhap nhanh vao thi trudng Doi vdi cac thi trudng da cd, doanh nghiep muon phat trien thi trudng hon nua thi doanh nghiep ap dung cac bien phap chiet gia, bdt gia san pham, lam cac chuong trinh thudng them % cho goi doanh thu, thudng thang, thudng quy, thudng nam, giam gia theo thdi han toan Tai cac thi trudng nay, doanh nghiep can phai dua muc chiet khau tdi da tren gia ban ap dung doi vdi tung loai thi trudng de kiem soat viec ban pha gia san pham va cd che tai phat vi pham Viec dua cac chinh sach gia de phat trien thi trudng la cdng viec khong he don gian vdi cac doanh nghiep Nd doi hoi cac doanh nghiep luon phai khon kheo, linh hoat va mem deo de cd the dat duoc hieu qua ldn nhat 91 De co cac chinh sach gia hop ly cho cac thi truong va co the canh tranh voi cac doanh nghiep khac, cong ty SENA thi can toi thieu hoa cac khoan chi phi qua trinh nhap khau va phan phoi hang hoa, cu the: - Giam chi phi ton that hang hoa qua trinh van chuyen, boc hang hoa La mot nha nhap khau nen cac doanh nghiep se phai chuyen hang hoa tu cang ve kho hang cua minh, qua trinh de phat sinh rui ro nhu vo, mop meo san pham lam chi phi chung tang len va gia san pham tang theo Bdi vay doanh nghiep can phai dau tu thich dang cho cong tac van chuyen va boc hang hoa - Giam chi phi lien quan den bao quan hang hoa Xay dung he thong kho bai hop ly, dac biet hang TBNB thuong dugc dung cac vd hop, neu nha kho am, thap hoac bj dot., thi se hong het vo hop, cd gian, mdi mot, ngap lut cho nen cdng ty can xay dung he thdng kho bai hop ly Cdng tac ddi hoi chi phi cao nen doanh nghiep can nghien cuu ky luong va thuc hien mot each nghiem tuc - Chi phi qua trinh phan phoi san pham, cu the la chi phi ban hang Day la khoan chi phi ma doanh nghiep phai dau tu rat nhieu von vi doi vdi mat hang phan phoi thi nhan luc ban hang la mot ngudn luc quan trong, chat luong De giam chi phi, doanh nghiep phai dao tao he thdng nhan vien kinh doanh, marketing, cd che dai ngo, khuyen khich hop ly de nham thu hut va giu nhan vien kinh doanh gioi - Giam chi phi viec xay dung he thdng kenh phan phoi, khao sat thi trudng nham tim phuong phap phan phoi san pham cho phu hop, sap xep phan bo thdi gian va khu vuc thi trudng hop ly nham tiet kiem chi phi di cdng tac cua nhan vien qua trinh tim kiem nha phan phoi He thdng hoat dong khdng hieu qua thi nen chuyen ddi hinh thuc theo hudng phu hop hon Vi du neu khu vuc Lao Cao, nha phan phoi qua yeu thi cd the cat giam NPP va gioi thieu sang nha NPP d tinh lan can de lay hang hoa 3.2.4 Hoan thien kenh phan phoi de phat trien thi trirong Trong thdi gian qua, cdng ty da xay dung duoc mang ludi kenh phan phoi nhung van chua bao quat het, nhat la tai mien Trung va mien Nam Bdi vay, cd cac bien phap xay dung, phat trien va hoan thien kenh phan phoi phu hop se dem lai hieu qua cao nhat cho hoat dong phat trien thi trudng, dudi day la mot sd giai phap de thuc hien md rong kenh phan phoi: 92 - Thuc hien md rong he thong nha phan phoi d cac tinh mien Trung, mien Nam bang each phat trien doi ngu nhan vien kinh doanh di nghien curu khao sat thi truong, khao sat cac cua hang ban tot nhat tren dia ban, cac chinh sach gia ca, san pham, marketing cua cac hang doi thu canh tranh d do, tu xac dinh dua cac chinh sach san pham, gia ca, bien phap marketing hop ly de lam viec vdi cac cua hang tiem nang co kha nang trd nha phan phoi - Thuc hien md rong he thdng sieu thi tai cac tinh mien Trung va mien Nam bang each tao lap mdi quan he vdi dung doi tuong co tham quyen ma cd the dua san pham tham nhap vao sieu thi Thdng qua viec dua cac chinh sach uu dai ve gia, cac cam ket ve ho tro quay ke, bien, hang mau, chinh sach doi hang, chinh sach bao hanh, chuong trinh xue tien ban hang tung giai doan phu hop vdi vdi dac diem cua tung sieu thi Nham hoan thien kenh phan phoi, cdng ty can tap trung chuan hoa lai quy trinh quan ly kenh phan phoi vdi cac nhiem vu: doi mdi quan ly hanh vi cac vien kenh va hoan thien cdng tac danh gia hoat dong cac vien - Doi mdi quan ly hanh vi cac vien kenh De giu vai trd lanh dao va hudng cac vien kenh phan phoi di dung theo cac muc tieu md rong thi trudng da de ra, Cdng ty can cho moi vien kenh xac dinh dupe quyen, trach nhiem cua ho hoat dong cac hoat dong ban hang Muon vay, cdng ty phai phan chia thi trudng cua cac nha phan phoi hop ly, cd chinh sach gia khung viec ban hang cua NPP cho cac dai ly, cua hang, cd che tai xu phat cd su ban chong cheo thi trudng va pha gia ban - Ngoai viec giam sat thudng xuyen hoat dong hang cua vien kenh dua vao luong ban, cdng ty can quan tarn tdi viec danh gia mot each tong hop mang tinh thdi ki ve hoat dong cua cac vien kenh va ca he thdng kenh phan phoi De ludng hoat dong cua cac vien kenh, Cdng ty cd the su dung cac tieu chuan sau: Hoat dong ban: hoat dong ban la tieu chuan quan va hay duoc dung nhat de danh gia hoat dong cua cac vien + Luong ban hang hien tai cua vien kenh so vdi luong ban hang qua khu 93 + So sanh luong ban cua 01 vien kenh voi tong luong ban cua tat ca cac vien kenh + Luong ban cua tung vien kenh so voi cac chi tieu da xac dinh truoc Cac du lieu cang chi tiet cang giup Cong ty nhan biet dupe co cau ban hang cua cac vien kenh Luong ban hang phai dupe so sanh danh gia theo khu vuc dia li Khi so sanh tinh hinh doanh so ban cua cac vien kenh Cong ty co the xac dinh bo phan vien kenh nao kem hieu qua Con viec so sanh gitra hoat dong ban thuc te voi chi tieu da dinh ra, se giup Cong ty xac dinh chi tieu khong dat d ddng san pham nao, nguyen nhan hoat dong cua vien kenh kem hieu qua hay chi tieu dat qua cao, khong sat voi thuc te Duy tri ton kho: Duy tri muc ton kho hop ly cung la chi tieu quan khac danh gia hoat dong cua vien kenh Muon vien kenh thuc hien du tru hang deu dan Cdng ty can dua them vao thoa thuan hop ddng tu dau Su kiem tra muc ton kho cua vien kenh co the thuc hien dupe thong qua luc luong nhan vien ban le cua Cdng ty tai cac khu vuc Thai cac vien kenh: Thai tich cue cua vien kenh doi voi Cdng ty va cac san pham Faber hay khong cung cd tam quan trong viec danh gia vien kenh Canh tranh Cdng ty can xem xet hai dang canh tranh danh gia hoat dong cua vien kenh + Su canh tranh cung kenh: viec danh gia d khia canh xem xet xem mot vien kenh cu the nao cd thich ung dupe vdi hoan canh canh tranh khong Thanh vien nao kenh chiem uu the hon tuong lai, tu giup Cdng ty quyet dinh cd md rong pham vi thi trudng bang each tang cudng vien hoac neu can thi chuyen doi phan nhung vien kenh hien tai + Su canh tranh tu dong san pham canh tranh dupe cac vien kenh kinh doanh Danh gia can ke khia canh canh tranh Cdng ty SENA se xac dinh dupe su ung ho san pham cua cdng ty nhieu hay it tu cac vien kenh Doanh so ban giam sut tap trung ban cac san pham canh tranh can dupe phat hien sdm 94 Viec danh gia cac vien kenh can dugc thuc hien bang each str dung da phuong cac tieu chuan tren Nha do, Cdng se danh gia hoat dong cua cac vien kenh phan phoi dugc toan dien va khach quan nhat 3.2.5 Nang cao hieu qua cac hoat dong marketing Trong thdi gian qua, cdng ty da ap dung rat nhieu cac hoat dong marketing nhung nhieu hoat dong sd chua thuc su phat huy duoc hieu qua Qua bai hoc kinh nghiem cua cac cdng ty khac va qua thuc tien cua chinh SENA, cdng ty da xac dinh duoc cac hoat dong marketing chinh la mot nhung bien phap hieu qua nhat qua trinh phat trien thi trudng Do do, tang cudng va nang cao hieu qua cac hoat dong marketing la mot giai phap can duoc trien khai va tien hanh tai thdi diem Bao gom cac noi dung cu the nhu sau: - Hoan thien cdng tac nghien cuu va danh gid thi trudng Nghien cuu thi trudng la qua trinh thu thap va xu ly thdng tin ve quy md, co cau va su van dong dich chuyen cua thi trudng, gia ca thi trudng (cac yeu td hinh gia ca, cac nhan td tac dong tdi gia), cac trang thai thi trudng va cac nhan td anh hudng den thi trudng d tung thdi diem, tir rut ket luan va hinh nhung dinh hudng cho cac chien luge kinh doanh cua doanh nghiep Thdi gian qua, cdng tac nghien cuu, du bao, danh gia xu hudng phat trien thi trudng cua cdng ty da dugc thuc hien nhung rdi rac, hieu qua chua cao va mdi dung d muc so bo thdi gian ngan Viec xay dung cac ke hoach san xuat kinh doanh cua cdng ty chu yeu can cu vao kinh nghiem thuc tien cua cac nam trudc, can cu vao cac don dat hang va kha nang san cd cua cdng ty chir chua bam sat nhung dien bien thuc tien cua thi trudng De khac phuc nhugc diem nay, cdng ty cung nhu cac chi nhanh d cac khu vuc can xay dung mot bo phan chuyen trach thuc hien hoat dong nghien cuu thi trudng vdi nhung nhan vien cd trinh do, nhay ben va am hieu cac hoat dong thuang mai - Hoan thien va doi mdi hoat dong quang cao De day manh hoat dong xue tien ban hang, trudc tien can hoan thien va doi mdi hoat dong quang cao Cdng ty can xac dinh rd muc tieu cua hoat dong quang cao la quang cao thuang hieu hay la quang cao cho cac chuong trinh ban hang dac biet cua cdng ty 95 Tir moi lua chon duoc chinh xac phirong tien quang cao va noi dung quang cao tao tien de cho viec nang cao hieu qua cua hoat dong quang cao voi mot nguon ngan sach han che Muc tieu cua hoat dong quang cao phai phu hop vdi muc tieu cua hoat dong hon hop xuc tien ban hang va nam muc tieu cua chien luce marketing cua Cdng ty Cdng ty cd the thuc hien cac hoat dong quang cao theo cac hudng sau: + Xay dung noi dung quang cao: Mot phan thue cac don vi lam dich vu quang cao, mot phan tu thuc hien vi cac vien cdng ty la nhung ngudi nam rd nhat san pham, tinh hinh hoat dong cua cdng ty cung nhu muc dich ma hoat dong quang cao hudng tdi + To chuc quan li: Can cd mot bo phan chuyen trach ve xuc tien ban hang hon hop bo phan Marketing + Phan bo chi phi cho cac phuong tien theo ty le hop li: 70% cho quang cao tren bao, tap chi vi vdi ngudn ngan sach cd han, day la kenh quang cao hieu qua vdi chi phi khdng qua dat 30% cho quang cao tren cac phuong tien khac + Ngan sach quang cao tren doanh thu: tir 1,2% den 1,5% + Cdng ty cung can theo doi va quan li tot hoat dong quang cao tir khau dau den khau cuoi Dac biet ket thuc chien dich quang cao can to chuc kiem tra va danh gia hieu qua cua hoat dong Cdng ty cung can tang cudng hieu biet ve thuong mai dien tu va thuong hieu quang cao tren Internet de khai thac cd hieu qua hoat dong Ngay sd luong khach hang nhan thdng tin qua mang Internet cang nhieu, kha nang ban hang va quang cao tren mang tang len ro ret Do do, Cdng ty SENA can dau tu thich dang cho dao tao can bo tan dung triet de hieu qua cua phuong phap - Nang cao hieu qua hoat dong khuyen mai De thuc hien hoat dong khuyen mai cd hieu qua can thiet phai xay dung ngan sach mot each hop li, cd ke hoach chu dong cho timg thdi ki ngan han (tuan, thang) cu the va ket hop voi ke hoach dai han hon (mot quy, thang hoac nam) Da dang hoa cac hinh thuc khuyen mai nhu tang qua, tang the cao di du lich nude ngoai, tang phieu mua hang sieu thi Big C Moi chuong trinh khuyen mai dua 96 doi vdi tung thi trrrdng thi can phai nghien cun ro so thich cua khach hang tren thi trudng de cd the phat huy tot nhat hieu qua cua hinh thuc Vi du tren thi trudng cao cap, thudng thudng khach hang mua bep tir se phai ddi luon ca mot bo dd sir dung di kem do khach hang rat thich cac bo san pham xoong, noi, chao str dung cho bep tir Hoac mua mot chiec bep gia tri cao duoc tang kem mot chiec khu miii - Tap trung vao cac hoat dong cong chung (PR) Ben canh cac hinh thuc marketing truyen thong, hoat ddng PR cung la mot hudng di htra hen nhieu cdng nho vao nhung uu the cua nd so vdi hoat dong quang cao ve: sue manh anh hudng, tin cay cua thong diep, tinh lau dai cua anh hudng, loi ich thu duoc va ngudn ngan sach Do tin cay cua cac hoat dong PR duoc danh gia cao hon cac hoat dong quang cao bdi khac vdi quang cao, khong chi lam cdng chung nho den san pham, hoat dong PR nham muc dich khien cdng chung nho den san pham vdi mot mdi thien cam Cac nha quan tri thuong hieu da phat hien thay PR cd kha nang danh lay tinh cam cua cdng chung Neu nhu hoat dong quang cao dua cho khach hang ly de ho lua chon san pham va mot chung muc nao day cd tinh chat thuc ep khach hang mua hang thi hoat dong PR lai mang tinh nhe nhang hon, khach quan hon, de cho khach hang cd thien cam va tu hudng su chu y den san pham mot each tu nhien Anh hudng tir cac hoat dong PR lau dai hon anh hudng tir cac hoat dong quang cao bdi tinh chat tuong tac da chieu cua doanh nghiep va khach hang Nhung hoat dong PR dien hinh cua cac cdng ty thudng mang lai ca nhung hieu qua xa hoi, the hien trach nhiem cua doanh nghiep vdi cong dong Them mot uu diem nua cho cac hoat dong PR la thay vi phai ton nhieu tien cho quang cao, cac doanh nghiep chi can chi mot khoang ngan sach bang 1/10 chi phi quang cao cho mot chien luge PR de co dugc nhung hieu ung tot hon tir phia khach hang nho vao tinh chat tap trung cua doi tugng va nho tac dung rong rai cua hinh thuc “truyen mieng” Cac hoat dong PR cd chi phi thap hon khong can chi phi thue mua thdi lugng tren cac phuong tien truyen thong, khong can chi phi thiet ke sang tao va san xuat cao Vdi mot ngudn ngan sach danh cho cac hoat dong marketing khong dugc cao va nhung uu diem cua hoat dong PR so vdi hoat dong quang cao, thdi gian tdi, cdng ty can tang cudng cac hoat dong tiep xue vdi cdng chung dudi nhieu hinh thuc 97 + Bao chi va cac phuong tien thong tin cong cong + Cac hoat dong tai trg, tir thien, cac sur kien the giao, hoi thao, hoi nghi khach hang Nha cac hoat dong tao dung va tri hinh anh ve mot cong ty co uy tin, cd to chuc vung manh, san pham cd chat luong va gia ca canh tranh, cd nhidu dong gop cho xa hoi 3.2.6 Nang cao chat luong dich vu sau ban hang Dich vu sau ban hang la cdng viec rat quan de giu khach hang va nang cao uy tin cho doanh nghiep, tir tao nen niem tin cho khach hang tieu dung san pham Cdng ty SENA cd the sir dung mot vai bien phap de nang cao chat luong dich vu sau ban hang nhu: Dao tao doi ngu bao hanh cua nha phan phoi d cac tinh nam Ian, ho tro 1% chi phi bao hanh tong doanh so ban dugc cua nha phan phoi Hang nam, cdng ty td chuc cac buoi dao tao doi ngu bao hanh cho cac nha phan phoi d cac tinh tai cac tru sd chinh d Ha Noi, TP Ho Chi Minh va Da Nang, cdng ty dua cac tinh hudng cung nhu each xu ly cac tinh hudng qua trinh di bao hanh va cho thuc hanh tren cac san pham Giai quyet dut khoat cac phat sinh sau ban hang vong 24h, cac trudng hgp khong xu kip thi bo tri san pham khach thay the cho khach hang su dung den xu ly xong De giu dugc khach hang va phat trien thi trudng, cdng ty khong chi tap trung kinh doanh ma phai da dang hoa mat hang cac mat hang lien quan nhu phu kien va cac dich vu ma khach hang yeu cau nhu ho trg ky thuat, tu van hang hoa 3.2.7 Phat trien nguon nhan lire de phat trien thi trudng Xuat phat tu han che ve nguon nhan luc thieu va yeu ve trinh do, nang luc chuyen mon, thdi gian tdi, cdng ty can phat trien nguon nhan luc de phuc vu cho cac hoat dong md rong thi trudng - Thu nhat, tang cu&ng thu hut nhung nhan vien co trinh va nang luc Cdng ty can tang cudng thu hut them nhung nhan vien cd nang luc va chat lugng de bu vao nhung khoang tren thi trudng tai cac phan khuc thi trudng khu vuc mien Trung va mien Nam Mot nhung giai phap cd trien vong la 98 doanh nghiep lien he vdi cac trudng dai hoc, cao dang, trung hoc chuyen nghiep tai cac dia phuong de tiep can vdi ngudn lao dong tai cho co chat luong Va cung dac diem dia ly, nen nhung lao dong tai dia phuong se xac dinh gan bo lau dai hon vdi cdng ty so vdi nhung lao dong dupe tuyen dung va di chuyen tu cac khu vuc khac sang - Thu hai, dao tao va bdi dudng nang cao chat luong ngudn nhan luc Cdng ty can tang cudng chuong trinh dao tao ky nang va kien thuc cho nhung nhan vien d cac tinh xa de nang cao chat luong, trinh nhan vien Cd hai hinh thuc dao tao ma hien tai cdng ty cd the ap dung la: (i) To chuc cac buoi dao tao true tuyen Vdi su phat trien cua internet hien nay, phuong an hoan toan kha thi Them vao do, dao tao qua mang se giup cdng ty giam bdt duoc chi phi dao tao, chi phi di chuyen den cac tinh (ii) Dao tao tai cho De thuc hien phuong an nay, cdng ty cd the lap bo phan chuyen ve mang dao tao Bo phan se di chuyen den cac khu vuc de true tiep dao tao cho nhan vien U’u diem cua hinh thuc la xuong den dia ban, can bo dao tao cd the danh gia chinh xac hon trinh va chat luong cua doi ngu nhan vien, nam duoc nhung diem manh, yeu cua cac nhan vien de cd su dao tao phu hup va hieu qua hon Dong thdi, qua trinh di chuyen, bo phan cd the thu thap them cac thdng tin ve thi trudng, la nhung thdng tin rat quy gia ho tro dac luc cho cdng tac ban hang Ben canh do, cdng ty cung can dau tu nang cao trinh do, nang luc cho bo phan marketing Bdi cd nhu vay, cac chuong trinh marketing duoc xay dung mdi dam bao duoc trien khai cdng va cd hieu qua dung nhu muc tieu de ra, dong thdi cung han che cac chi phi phat sinh trinh quan ly chua cao gay - Thu ba, hoan thien cdng tac danh gid nhan vien Danh gia dung hieu qua va chat luong lam viec cua nhan vien de cd nhung bien phap khich le, dong vien hay ky luat kip thdi se tao dong luc va tam ly lam viec thoai mai, yen tam hon d cac nhan vien qua do, thuc day doanh nghiep phat trien manh Trong thdi gian qua, cdng tac cua cdng ty da phan nao phan anh duoc chat luong va hieu qua lam viec cua nhan vien Tuy nhien, muc thuong phat timg cdng viec chua cao Do do, cdng ty can hoan thien cdng tac danh gia cac 99 nhan vien, tao dong luc lam viec cao hon Doi vdi nhung lao dong true tiep (nhan vien kinh doanh, nhan vien kho, nhan vien giao hang, ), viec danh gia nen dua tren ket qua san xuat Doi voi nhung lao dong gian tiep (nhan vien ban hang, ke toan, vat tu ), viec danh gia nen thuc hien theo cac khoang thai gian tung thang, quy, nam - Thu tu, tao cac dong luc khuyen khich ngudi lao ddng De phat huy tdi da kha nang cua nhan vien cong ty can co nhung cong cu de tao dong luc khuyen khich nhan vien nang cao hieu qua su dung lao dong, lam cho ngudi lao dong muon gan bo lau dai vai cong ty, het long vi su nghiep, muc tieu chung cua toan cong ty De lam dugc dieu do, cong ty can ap dung cac bien phap kich thich ca ve mat tai chinh lan tinh than cho nhan vien Cong ty co the de lap mot quy khen thuong phuc lai dugc trich tir doanh thu cho can bo cong nhan vien de the hien su quan tam cua ban lanh dao cua cong ty doi vdi ngudi lao dong Viec khen thudng dua tren nang luc lam viec cua nhan vien se thuc day ngudi lao dong hoan tot moi nhiem vu dugc giao Ben canh do, vdi nhung ca nhan vi pham ky luat qua trinh lao dong cung nen cd nhung hinh phat nghiem minh va quan la hinh thuc xir phat ddi vdi cac truong hgp phai dugc thuc hien cong bang, minh bach de van dam bao mgi nhan vien deu cd quyen lgi nhu vira dam bao nang cao tinh than trach nhiem cua toan the nhan vien Ngoai cac bien phap kich thich ve mat vat chat, cdng ty cung can tap dong luc cho ngudi lao dong ve mat tinh than De tao bau khong lam viec thoai mai, lanh manh, cdng ty cd the td chuc cac buoi hop mat, tro chuyen, trao doi kinh nghiem, kien thuc, thao luan ve nhung ke hoach sap tdi, nang cao cac chuong trinh phuc lgi doi vdi nhan vien nhu: du lich, nghi mat, nghi thai san nham nang cao tam hieu biet va gan ket su than thiet gitra cac ca nhan cdng ty Ben canh do, mot mdi trudng lam viec than thien, edi md, nang dong, co hoi canh tranh binh dang va khuyen khich phat huy tdi da kha nang ca nhan can dugc phat huy de tao tam ly lam viec tot cho nhan vien 100 KET LUAN Canh tranh la dong luc de cac doanh nghiep vuon len va chop lay co hoi phat trien thi truong, day cung la dudng nhat de cac doanh nghiep dung vung va phat trien thdi ki hoi nhap De lam duoc dieu do, cac doanh nghiep phai van dung het noi luc va tan dung nhung co hoi den tu ben ngoai Thong qua nghien cuu tinh hinh phat trien thi truong san pham thiet bi nha bep cua cong ty TNHH SENA Viet Nam, luan van da dat duoc nhung ket qua sau: He thong hoa mot so van de ly luan co ban ve phat trien thi truong san pham thiet bi nha bep cua doanh nghiep Phan tfch thuc trang md phat trien thi truong san pham thiet bi nha bep cua Cong ty TNHH SENA Viet Nam, qua chi duoc nhung cong, han che cung nhu nguyen nhan cua nhung cong, han che qua trinh phat trien thi trudng cua Cdng ty De xuat duoc mot so giai phap ve: vdn, kenh phan phoi, nguon nhan luc, marketing, chinh sach gia, san pham, dich vu sau ban hang nham hudng tdi muc tieu phat trien thi trudng Cac giai phap dua dua tren nghien cuu co sd ly luan va thuc tien hoat dong san xuat kinh doanh cua cdng ty, do, cac giai phap se dong gop phan nao vao qua trinh phat trien thi trudng cua Cdng ty TNHH SENA Viet Nam va la su tham khao cho cac doanh nghiep khac cung dang kinh doanh nganh gia dung san pham thiet bi nha bep De thuc hien dinh hudng va giai phap neu luan van, cdng ty SENA can di vao thuc hien toan dien cai giai phap da dua ra, dong thdi phai tien hanh theo doi, kiem tra va danh gia ket qua thuc hien giai phap Tu rut cac van de da lam duoc va chua lam dupe de tim hudng giai quyet van de mot each triet de 101 l \l LVEV THAM KHAO Tieng Viet: Chu Thi Phuong Anh(2009), Cac yeu to khach quan- Thu vien hoc lieu mo Viet Nam Bao cao tong ket cong tac san xuat kinh doanh cua Cong ty TNHH SENA Viet Nam 2009-2013 Nguyen Duy Bot (1996), Thi truong va kinh doanh thuong mai theo co che thi truong — NXB Dai hoc Kinh te Quoc dan Nguyen Duy Chinh (2007), Phat trien thi trudng tieu thu san pham cua tong cong ty Bia_ ruounudc giai khat Ha noi- Dai hoc kinh te quoc dan Nguyen Dinh Cuong (2009), Phat trien thi trudng doanh nghiep- Thu vien hoc lieu md Viet Nam GS.TS Tran Minh Dao (2006), Giao trinh Marketing can ban - NXB Dai hoc Kinh te Quoc dan Vuong Van Dao (2011), Khai niem - vai trd cua thi trudng hoat dong kinhdoanh cua cac doanh nghiep - Thu vien hoc lieu ma Viet Nam Th.S Trinh Thi Lan Huong (2012), Md rong thi trudng san pham sua HIPP cua cdng ty TNHH thuong mai Van An- Dai hoc kinh te quoc dan GS.TS Nguyen Xuan Quang (2007), Giao trinh marketing thuong mai, NXB Dai hoc kinh te quoc dan Tieng Anh: David A Miller (2007), Trien khai chien luoc kinh doanh — NXB Tre Jonh Shaw (1995), Chien luoc thi trudng - NXB The gioi Philip Kotler (1997), Marketing can ban - NXB Thong ke Philip Kotler (1997), Quan tri Marketing - NXB Thong ke Trang web: http://www.baomoi.com/Tham-vong-cua-SENA/45/4824631 epi http://w ww.tienphong/vm/Kinhte/sieu-thi-dien-may-chat-vat-kiem-khach http://vietq.vn/thi-truong-thiet-bi-nha-bep-ai-se-so-huu-mieng-banh-lon Trang web cua Cong ty TNHH SENA Viet Nam www.sena.vn Trang web cua Tong cue Thong ke www.gso.gov.vn Trang web www.vn.economy.vn 102 PHU• LUC • PHIEU DIEU TRA NHU CAU KHACH HANG Tdi den tir Cong ty TNHH SENA Viet Nam- la nha nhap khau doc quyen thiet bi nha bep Faber- Italia Moi cac ong(ba) vui long tham gia danh gia khao sat bang each khoanh tron vao d ma ban muon tra loi hoac dien vao cho y kien cua ban Chan cam cm su ddng gop y kien cua cac ban! I THONG TIN NGIOI DIEN PHIEU Hovaten: Giai tinh: Tuoi: Dia chi thuong tru: Dienthoai: Nghe nghiep: II BANG CAU HOI Cau 1: Ban cd nhu cau thay the hoac mua mdi thiet bi nha bep tuong lai khong a Co b Khong Neu dap an la co thi tra loi cau tiep theo: Cau 2: Khi ban cd nhu cau mua mdi hoac thay the thiet bi nha bep, ban thuong quan tam tdi ddng san pham nao? a Ddng cao cap b Ddng thong c Ddng cap thap Cau 3: Ban quan tam toi yeu to nao lua chon san pham? a Thuong hieu b Ngudn goc xuat xu c Che bao hanh d Gia ca e Khac Cau 4: Ban ira chuong cac san pham co nguon goc xuat xir tir dau? a Chau Au b Nhat Ban c Malaisia d Trung Quoc Cau 5: Ban muon che bao hanh vong bao nhieu thiri gian? a nam b nam c nam d Nhieu hon nam tinh rieng) a I -5 trieu b >5-15 trieu c >15 trieu Cau 7: Ban thudng den noi nao de mua san pham thiet bi nha bep? a Cac showroom cua chinh cac hang b Cac cua hang ban chuyen bep c Cac cua hang ga, thiet bi ve sinh d Sieu thi dien may e Khac Cau 8: Ban ira thich hinh thuc khuyen mai nao nhat mua san pham? a Duoc giam gia true tiep vao gia san pham b Giu nguyen muc gia nhung duoc tang qua di kem c Giu nguyen muc gia nhung duoc tang phieu mua hang d Giu nguyen muc gia nhung duoc kem bdc tham trung thuang, boc tham di du lich Danh sach cac nha phan phoi cua Cong ty TNHH TM SENA nam 2013 Nha phan phoi STT Mien Bac (16) VTnh Phuc Phu Tho Bac Giang Bac Ninh Thai Nguyen Hai Duong Hung Yen Quang Ninh Hai Phong 10 Thai Binh 11 Ha Noi 12 Ninh Binh 13 Nam Dinh 14 Lang Son 15 Ha Nam 16 Hda Binh Mien Trung (4) 17 Thanh Hoa 18 Nghe An 19 Khanh Hoa 20 Da Nang Mien Nam (8) 21 Binh Duong 22 Ba Ria - Vung Tau 23 Binh Phuoc 24 Dong Nai 25 Kien Giang 26 Can Tho 27 Tien Giang 28 •> Tong cong TP Hd Chi Minh 28 (Ngudn: Phdng Kinh doanh Cdng ty TNHH SENA Viet Nam)
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