Đổi mới hoạt động marketing hỗn hợp của công ty tnhh sứ inax trên thị trường việt nam đến năm 2015

TRUING DAI HOC KINH I'E' QU6c DAN - V MUC LUC • • DANH MUC BANG BIEU DANH MUC HINH VE TOM TAT LUAN VAN LOI MO DAU CHUTONG 1: CO Sd LY LUAN VE HOAT DONG MARKETING HON HOP • CUA DOANH NGHIEP • 1.1 Khai quat ve Marketing hon hop 1.1.1 Mot so khai niem 1.1.2 Cac nhan to anh hudng den hoat dong Marketing hon hop cua doanh nghiep 1.1.3 Vai tro cua hoat dong Marketing hon hop ddi vdi doanh nghiep 1.1.4 Doi mod hoat dong marketing hon hop cua doanh nghiep 10 1.2 Noi dung hoat dong Marketing hon hop cua doanh nghiep 11 1.2.1 Xac dinh muc tieu Marketing hon hop cua doanh nghiep 11 1.2.2 Lua chon thi trudng muc tieu Marketing hon hop cua doanh nghiep 12 1.2.3 Lap chien luoc va ke hoach Marketing hon hop cua doanh nghiep 14 1.2.4 To chuc thuc hien ke hoach Marketing hon hop cua doanh nghiep 15 1.2.5 Danh gia hoat dong Marketing hon hop cua doanh nghiep 29 1.3 Kinh nghiem cua mot so doanh nghiep thuc hien va ddi moi hoat dong Marketing hon hop tren thi truong Viet Nam 32 1.3.1 Cong ty American Standard 32 1.3.2 Cong ty TOTO 33 1.3.3 Bai hoc kinh nghiem ddi vdi Cong ty TNHH sur INAX 35 CHlTONG 2: THUC TRANG HOAT DONG MARKETING HON HOP CUA CONG TY TNHH SU* INAX TREN THI TRUONG VIET NAM GIAI DOAN 2006-2010 37 2.1 Gidi thieu khai quat ve Cong ty TNHH Sir INAX Viet Nam 37 2.1.1 Thong tin chung 2.1.2 Linh vuc san xuat kinh doanh 37 2.1.3 Co cau to chuc bo may quan ly cua Cong ty TNHH Su INAX 38 37 2.2 Phan tich nhung nhan to anh hirdng den boat dong Marketing hon hop cua cua Cong ty TNHH sir INAX tren thi truong Viet Nam giai doan 2006-2010 41 2.2.1 Moi trirong ben ngoai doi vdi Cong ty 41 2.2.2 Moi truong ben doi vdi Cong ty 47 2.3 Phan tich thyc trang hoat dong Marketing hon hop cua Cong ty Sir INAX tren thi trirong Viet Nam giai doan 2006-2010 48 2.3.1 Xac dinh muc tieu Marketing hon hop 48 2.3.2 Lira chon thi trirong muc tieu Marketing hon hop 49 2.3.3 Lap chien luge va ke hoach Marketing hon hop 51 2.3.4 To chuc thirc hien ke hoach Marketing hon hop 53 2.3.5 Danh gia hoat dong Marketing hon hop 74 2.4 Danh gia chung ve hoat dong Marketing hon hop cua Cong ty TNHH Sir INAX tren thi trirong Viet Nam giai doan 2006-2010 79 2.4.1 Nhung uu diem hoat dong Marketing hon hop cua Cong ty TNHH Sir INAX tren thi trubng Viet Nam 79 2.4.2 Nhtrng ton tai hoat dong Marketing hon hop cua Cong ty INAX tren thi truong Viet Nam 2.4.3 81 Nguyen nhan cua nhtrng ton tai .83 CHUONG 3: PHUONG HUONG VA MOT SO GIAI PHAP DOI MOI HOAT DONG MARKETING HON HOP CUA CONG TY TNHH SLf • • • INAX TREN THI TRUING VIET NAM DEN NAM 2015 87 3.1 3.2 3.3 Xu hirdng phat trien cua san pham sir ve sinh d thi trirong Viet Nam 87 Phirong huong doi moi hoat dong Marketing hon hop cua Cong ty TNHH sir INAX tren thi trirong Viet Nam den nam 2015 Mot so giai phap doi moi hoat dong Marketing hon hop cua Cong ty TNHH Sir INAX tren thi truong Viet Nam den nam 2015 90 3.3.1 Giai phap doi moi cong tac xac dinh muc tieu 90 3.3.2 Giai phap doi mdi cong tac lua chon thi truong muc tieu 91 3.3.3 Giai phap doi mdi cong tac lap chien luge va ke hoach 91 3.3.4 Giai phap doi mdi cong tac to chuc thuc hien ke hoach Marketing hon hgp 92 3.3.5 Giai phap doi mdi cong tac danh gia hoat dong Marketing hon hgp 101 3.4 Nhung kien nghi voi nha nude va co quan chirc nang 102 KET LUAN 105 TAI LIEU TH AM KHAO 107 DANH MUC • BANG BIEU Bang 2.1: Cac cong ty san xuat su ve sinh chrgc xay dung va san xuat tai thi truong Viet Nam 45 Bang 2.2: So lugng cac dong san pham cua Cong ty TNHH Su INAX tai thi trudng Mien Bac (2006-2010) 54 Bang 2.3 : So lugng cac ddng san pham cua Cong ty TNHH Su INAX tai thi trudng Noi Dia (2006-2010) 55 Bang 2.4: Ket qua kinh doanh cua Cong ty TNHH su INAX tai thi trudng Mi£n Bdc (2006-2010) 75 Bang 2.5: Thi phan cua Cong ty TNHH su INAX va cac ddi thu canh tranh tren thi trudng Mien Bac (2006-2010) 78 DANH MUC HINH VE • Hinh 1.1: Cau true cua Marketing hon hop Hinh 1.2: Cac kenh cho hang hoa tieu dung ca nhan 21 Hinh 2.1: Cau to chuc bo may quan ly cua Cong ty TNHH Su INAX 39 Hinh 2.2: Quy trinh lap ke hoach Marketing hon hup cho cac dong san pham cua Cong ty TNHH Su INAX 52 Hinh 2.3: Ty le % cac dong san pham cua Cong ty TNHH Su INAX tai thi truong Mien Bac (2006-2010) 56 Hinh 2.4: Thi phan cua cac ddng san pham cua Cdng ty TNHH Su INAX tai thi truong Mien Bac nam 2010 .57 Hinh 2.5: Toe tang (%) cua cac dong san pham cua Cong ty TNHH Su INAX tai thi truong Mien Bac (2007-2010) 59 Hinh 2.6: Kenh phan phoi cua Cong ty TNHH Su INAX tai thi trudng Mien Bic (2006-2010) 65 Hinh 2.7: Chien luoc keo 66 Hinh 2.8: Chien luoc Day 67 Hinh 2.9: Doanh thu cua Cong ty TNHH su INAX tai thi trudng Mien Bac va Noi Dia (2006-2010) 70 Hinh 2.10: Toe tang doanh thu (%) cua Cdng ty TNHH su INAX tai thi trudng Mien Bac (2007-2010) 76 Hinh 2.11: Toe tang Lpi nhuan (%) cua Cdng ty TNHH su INAX tai thi trudng Mien Bac (2007-2010) 77 n u TRUONG DAI HOC KINH Tfi QU6c DAN -r&*>rb*>GQl - MAC QUOC NHAT DOI MOI HOAT DONG MARKETING HON HOP CUA CONG TY TNHH SUT INAX TREN THI TRUONG VIET NAM DEN NAM 2015 CHUYfiN NGANH: QUAN TRI KINH DOANH QU(5c Tls TOM TAT LUAN VAN THAC SY • * HA NOI - 2011 i TOM TAT LUAN VAN Cong ty TNHH Su INAX vdi tu each la mot cong ty 100% von dau tu nude ngoai da ddi va hoat dong nhieu nam tren thi trudng Viet Nam Do do, Cong ty cung da thiet lap va dua vao hoat dong mot he thong Marketing hon hop cho san pham cua minh tren thi trudng Viet Nam Tuy nhien, moi mot thi trudng lai cd each van dung va mot each thich nghi rieng cua hoat dong Marketing hon hop de dam bao dua dupe san pham cua cong ty den dupe thi trudng muc tieu cong va mang lai hieu qua kinh doanh cao Ben canh do, boi canh toe xay dung d Viet Nam dang tang nhanh nen trudc nhu cau thi nganh vat lieu xay dung, dac biet linh vuc su ve sinh cung dang cd su canh tranh manh me tren thi trudng Trudc tinh hinh cap thiet thi Cong ty TNHH Su INAX can phai tim ldi giai dap cho cac van de: Lam the nao de khac phuc duoc nhung van de ton tai hoat dong Marketing hon hop cua Cong ty nhu: van de ve Chat lupng san pham, thuong hieu cua Cong ty, mang ludi phan phoi de tir nang cao nang luc canh tranh va nang cao hieu qua hoat dong kinh doanh cua cong ty tren thi trudng Viet Nam Chinh vi vay, Nhiem vu nghien cuu cua luan van la Phan tich thuc trang hoat dong marketing hon hop tai cong ty TNHH Su INAX Viet Nam tren thi trudng Viet Nam, rut cac uu diem, tdn tai va nguyen nhan lam co sd dua cac de xuat nham khac phuc cac van de tdn tai va ddi mdi hoat dong Marketing hon hop cua Cong ty De xuat cac giai phap ddi mdi hoat dong marketing hon hop cua Cong ty TNHH Su INAX tren thi trudng Viet Nam den nam 2015 De giai quyet nhiem vu nghien cuu, luan van dupe ket cau chuong: - Chuong : Co sd ly luan ve hoat dong Marketing hon hop cua doanh nghiep - Chuong 2: Thuc trang hoat dong Marketing hon hop cua Cong ty TNHH Su INAX tren thi trudng Viet Nam giai doan 2006-2010 - Chuong : Phuong hudng va mot sd giai phap ddi mdi hoat dong Marketing hon hop cua Cong ty TNHH Su INAX tren thi trudng Viet Nam den nam 2015 CHIT0NG CO SO LY LUAN VE HOAT DONG MARKETING HON HOP • • • • CUA DOANH NGHIEP A 1.1 Khai quat ve Marketing hon hop Marketing hon hap la mot tap hop cac bien so ma cong ty co the kiem soat va quan ly dirge va no dirge su dung de co gang gay dugc phan ung mong muon tu thi truong muc tieu Hoat dong Marketing hon hap: la tap hgp cac phoi thuc dinh hudng cua cac bien so marketing hon hgp cd the kiem soat dugc ma doanh nghiep co lua chgn va su dung mot each thich hgp, ho trg lan nham xac dinh muc tieu den viec lua chgn thi trudng muc tieu, lap chien luge va ke hoach, to chuc thuc hien ke hoach va r t r sau tien hanh danh gia hoat dong de dat dugc lgi the canh tranh Cac nhan to anh hudng den hoat dong Marketing hon hgp cua doanh nghiep bao gom co: - Moi trudng ben ngoai co moi trudng vi mo gom: moi trudng kinh te, chinh tri, luat phap, van hoa, xa hoi, tu nhien, cdng nghe Va moi trudng vi mo kinh doanh cua doanh nghiep gom: ddi thu tiem nang, doi thu canh tranh, san pham thay r r the, khach hang, nha cung cap - Moi trudng ben doanh nghiep gom cd: Thuong hieu cua doanh nghiep tren thi trudng va nguon nhan luc Ben canh vai tro cua hoat dong Marketing hon hgp doi vdi doanh nghiep thi luan van chi cac van de ddi mdi hoat dong Marketing hon hgp cua doanh nghiep 1.2 Noi dung hoat dong Marketing hon hap cua doanh nghiep Trong noi dung hoat dong Marketing hon hgp cua doanh nghiep bao gom: - Xac dinh muc tieu: dugc thiet lap tu nhung phan tich ve kha nang cua thi trudng va danh gia kha nang marketing hon hgp cua cdng ty - Lua chgn thi trudng muc tieu: bao gom cac qua trinh phan doan thi trudng, danh gia cac doan thi trudng va lua chgn doan thi trudng muc tieu iii - Lap chien luge va ke hoach: co the su dung cac kieu chien luge Marketing phan biet, khong phan biet va tap trung Sau ket hgp mot so hay tat ca pham, gia ca, phan phdi, khuyech truong) - To chuc thuc hien ke hoach bao gom: r •> ' q Cac quyet dinh ve san pham: nhan hieu san pham, bao goi, dich vu khach hang, chung loai, danh muc san pham, thiet ke san pham mdi va chu ky song cua san pham Cac quyet dinh ve gia: cac nhan to anh hudng den quyet dinh gia, phuong phap dinh gia, cac chien luge gia r er r Cac quyet dinh kenh phan phdi: Cau true kenh phan phoi, lua chgn va xay dung kenh, quan ly kenh phan phdi, quyet dinh phan phoi hang hoa vat chat Cac quyet dinh khuyech truong: quang cao, xue tien ban hang, tuyen truyen, ban hang ca nhan, Marketing true tiep, hoi chg trien lam, quan he cong chung - Danh gia hoat dong Marketing hon hgp cua doanh nghiep thong qua cac chi tieu danh gia nhu: doanh thu, lgi nhuan, thi phan, hieu qua r •? 1.3 Kinh nghiem cua mot so doanh nghiep thirc hien va doi mdi hoat dong Marketing hon hop tren thi truong Viet Nam Tu kinh nghiem hoat dong Marketing hon hgp cua Cong ty American Standard, Cong ty TOTO de rut bai hoc kinh nghiem doi mdi hoat dong Marketing hon hgp doi vdi Cdng ty TNHH su INAX tren thi truong Viet Nam 93 Tien hanh thiet lap cac kenh trao doi thong tin ve cong nghe va su dung tot nhtrng thong tin thu thap duoc de ung dung cong nghe vao san xuat kinh doanh Dieu giup Cong ty nhanh chong trien khai va rut ngan dupe thoi gian trien khai ung dung cong nghe vao thuc tien san xuat kinh doanh cua Cong ty, tao dupe co hoi chien thang cac doi thu canh tranh tren thi truang Thu: hai, Tiep tuc nang cao chat luong san pham Moi san pham co chat lupng la mot san pham da dap ung dupe nhu cau cua khach hang, cua nguoi tieu dung cuoi cung va co it nhupc diem nhat No hoi tu day du cac yeu to nhu: trinh cong nghe cua san pham, cac tieu chuan san pham dap ung nhu cau cua nguoi tieu dung va cac dich vu ho trp cua san pham Chinh vi vay, de tiep tuc nang cao chat lupng san pham thi Cong ty can phai doi mdi bang each dam bao chat lupng san pham dupe tdi da hoa khau, tung cdng doan cua quy trinh san xuat va quan ly chat lupng cua Cdng ty nham giam thieu cac nhupc diem cua san pham Ben canh do, can phai triet de tuan thu phuang cham phong ngira cac khuyet diem qua trinh san xuat va viec ap dung cac tieu chi hudng dan cua he thdng quan ly chat lupng qua trinh san xuat san pham Ddng thdi, viec giam sat kiem tra, theo ddi chat lupng can phai dupe tien hanh tung thao tac, tung hanh dong cua qua trinh san xuat de dam bao san pham sau dua thi trudng la nhung san pham cd chat lupng tot nhat va hoan hao nhat De tao dong luc va nang cao y thuc qua trinh san xuat kinh doanh thi Cdng ty cung can phai cd cac chinh sach khuyen khich, thudng cho cac sang kien, cai tien de nhan vien cd su nd luc thi dua va dat dupe hieu qua cao cdng viec cua minh nham tao nhung san pham cd chat lupng tot nhat cho Cdng ty 3.3.4.2 Giai phap ve quyet dinh gid Tren thi trudng hien nay, Cdng ty dang thuc hien chinh sach gia ca thdng nhat tren tat ca cac kenh phan phdi cua Cdng ty tdi ngudi tieu dung Do do, ddi vdi cac cua hang ban le thi gia ca va van de chiet khau chinh la dong luc chinh cho ho tap trung va chuyen tam han vao viec ban cac san pham cua Cdng ty 94 Theo su phan anh tu cac cua hang ban le tren thi truong thi gia ca cua cac san pham Cong ty cho nguoi tieu dung la tuong doi hop ly so vdi cac ddi thu canh tranh khac co tren thi trudng nhu cua: American Standard, ToTo Tuy nhien thi dupe lai tuong ddi thap trung binh tu 5-8% so vdi gia cua ngudi tieu dung Mat thang nen cung phan nao lam anh hudng phan nao den loi nhuan cua ho va anh hudng den tinh hinh cdng no cua cua hang ban le doi vdi dai ly phan phdi san pham Su ve sinh ban cung tuong ddi cao nhu cua Caesar la trung binh 1015%, American Standard la 10-12%, cua ToTo thi tung du an hay sd luong ma muc chiet khau cd the len den 30% binh quan la 12-15% so vdi gia cua ngudi tieu dung Chinh vi vay, de ddi mdi hon nua thi Cdng ty can phai cd chinh sach gia hop ly de tao dong luc thuc day cac cua hang ban le ban hang tot hon va day manh dupe toe tieu thu cac san pham cua Cdng ty tren thi trudng Vdi chinh sach chiet khau da cd va giu vung dupe thi trudng tu rat lau nam roi thi Cdng ty nen cd mot muc ho tro them cho cac san pham dupe ban nhu ban dupe sd luong bao nhieu bo ban cau hay sen voi thi se dupe thudng them bang mot san pham cd gia tri nhu ban cau hoac sen voi hay chiet khau them de tao dong luc cho cac cua hang ban le ban dupe vdi sd luong nhieu va se cd them loi nhuan hon 3.3.4.3 Gidiphap ve quyet dinh kenh phan phdi Thu- nhat, Phat trien va hoan thien mang luviphan phdi Nghien cuu va thiet ke, dinh hudng cho he thdng kenh phan phdi phu hpp vdi dinh hudng chien luoc cua Cdng ty, can tang cuong bien phap ddi mdi quan ly va thuc hien cac hanh dong tuong lai gan nham khac phuc cac khuyet diem ton tai cac giai phap he thdng phan phdi hien tai cua Cdng ty: Hoan thien he thdng, trao doi, theo ddi va giai quyet thdng tin, dam bao thong tin thdng suot toan bo he thdng Trao ddi thdng tin phan hoi tir thi trudng, tir cac van de phat sinh qua trinh thuc hien phan phdi hang hoa, tir cac 95 moi quan he he thong va nhanh chong cd bien phap giai quyet, loai bo nhung bat cap, loi thoi va khac phuc, thiet lap cac phuong phap moi, cung nhu cai tien cho he thong hoan thien hon Hoan thien ddng phan phoi hang hoa dua tren ddng thong tin tien tien, cac phuong tien chuyen cho va luu kho hien dai Cung vdi viec phat trien va hoan thien cac van de tren kenh phan phoi, Cdng ty cung can nghien cuu hoan thien cac van de nhu toan, dat hang, quan ly cac trung gian he thong mot each khoa hoc de cd mang ludi phan phdi hoan chinh hon Thur hai, Nang cao hieu qua lien ket giiea cac vien kenh phan phdi Trong thuc tien Cdng ty van thuong xuyen phai giai quyet cac van de xung dot noi bo he thong vdi nhieu van de nhu canh tranh noi bo he thong va tinh trang ban pha gia gay anh hudng tdi loi ich cua toan bo he thong thuong xay va cac giai phap hien tai cua Cdng ty van chua giai quyet dut diem duoc Do do, Cdng ty can phai xay dung cac chinh sach thich ung: Cd chinh sach thich dang va hap dan ve kha nang dieu khien cac vien he thong phan phdi bang thuong (vat chat hoac tinh than) Tao nguon loi, loi ich vat chat de khuyen khich dong vien cac vien cd gang hoat dong theo dinh hudng cua Cdng ty Tang kha nang dieu khien he thong bang sue manh ap dat Xay dung va ap dung cac che tai, trung phat cac vien khong tuan theo quy trinh va di nguqc lai loi ich cua ca he thong Su dung cac bien phap manh nhu dung cung cap hang, cat giam thuong, cat giam chiet khau hoac phat cho nhung hanh dong cd hai cho loi ich chung cua he thong Can dam bao cho toan bo cac vien he thong su hop tac toan dien va dua tren nen tang thong nhat ve loi ich chung va loi ich rieng cua tung vien he thong phan phdi 96 Cong ty can thuong xuyen xuc tien cac cong tac trao doi, dao tao ky nang, chia se hoc tap kinh nghiem giua cac vien he thong Thic ba, Quan ly va giai quyet cac xung dot noi bo Tren thuc te he thong phan phoi cua Cong ty van ton tai nhung xung dot noi bo, canh tranh, giam gia, hay lan dia ban hoat dong, chuyen doi hang hoa cho gay xao tron khu vuc thi truong va co nhung hau qua bat loi cho kenh phan phoi Cac bien phap hien tai cua Cong ty van chua du manh nen Cong ty can phai co cac bien phap manh hon ntra: Cdng ty can nang cao cdng tac quan ly giira vien kenh phan phdi nham dam bao sy luu thdng thdng suot cua hang hoa va cac dong chay khac tu nha san xuat tdi nguoi tieu dung cuoi cung va ngupc lai A A Cdng ty can su dung cac chinh sach thich dang nham tang cudng sue manh quan ly, loai bo nhung phan tu tieu cue gay hai va khuyen khich ho tro nhung phan co tinh tich cue Cdng ty can thiet lap cac he thdng canh bao noi bo nham giup Cdng ty co the ngan chan, hoa giai hay giai quyet nhanh gon va triet de cac nguy co va hau qua cua xung dot Tuy nhien nhung trudng hop xung dot mang lai nhung yeu to cd tac dong tich cue hay phat sinh nhung van de cd kha nang tao phuong hudng tich cue, co loi hay nhung phuong thuc phan phdi mdi mang lai hieu qua cao hon thi phai can nhac va uon nan nhung xung dot phat sinh theo chieu hudng co Ipi cho Cdng ty va he thdng phan phdi a r 3.3.4.4 Giaiphap ve khuyech truong Thic nhat, Chu xay dung chien licffc va bao ve thuo’ng hieu Vdi xu hudng xay dung va khang dinh dang cap thuong hieu INAX cua Cdng ty khong chi d thi trudng nudc ma phai vuon tam thi trudng quoc te thi Cdng ty can phai tiep tuc doi mdi cac hoat dong khuyech truong cho hieu qua hon nua thdi gian tdi 97 ❖ Xay dung chien lucre thuang hieu Co quan diem chien lugc rd rang cdng tac tai dinh vi thuong hieu bang phat trien cac doan thi trudng mdi, tao nen nhung lien ket mdi mang tinh ddng bo Thay doi muc tieu canh tranh Day chinh la muc tieu chinh cua cdng tac hoi sinh thuang hieu bang su ddi mdi Tang toe dua nhanh san pham mdi thi trudng la each co kha nang ngan chan viec suy giam gia tri thuong hieu Dam bao san pham dua thi trudng co chat lugng phu hgp vdi mong muon va nhu cau cua khach hang de tang uy tin va niem tin tieu dung cua khach hang vdi cac san pham mang thuong hieu INAX cua Cdng ty Ket hgp vdi cac cdng ty truyen thdng de to chuc va thuc hien cac chuong trinh PR, quang cao, su kien mot each chuyen nghiep va dang cap nham khuyech truong quang ba thuong hieu INAX cua Cdng ty mot each hieu qua nhat khong chi d thi trudng nudc ma d ca thi trudng nudc ngoai Cung cd va bao ve thuang hieu Trong thdi gian gan day, viec lam gia va vi pham nhan hieu cac san pham cua Cdng ty cang gia tang Day la hanh dong vi pham, bat hgp phap gay anh hudng ldn tdi uy tin thuang hieu cua Cdng ty, lam suy giam long tin cua ngudi tieu dung ddi vdi san pham cua Cdng ty De ddi vdi tinh trang nay, Cdng ty can phai nhanh chong cd nhung bien phap manh va can ket hgp vdi cac ca quan chuc nang nha nudc Viet Nam de cd nhung bien phap, che tai nghiem khac xu ly cac hien tugng vi pham bat hgp phap Mat khac tu noi bo, Cdng ty can phai nang cao cac ung dung tien bo vao san xuat de dua nhung san pham cd tinh khac biet cao hoac co nhung dac diem rieng biet thi trudng, bao ve dugc uy tin san pham tranh dugc cac hanh dong lam anh hudng tdi uy tin thuang hieu cua Cdng ty Ben canh do, can phai tang cudng cac hoat dong cua cdng tac truyen thdng, xuc tien marketing, ban hang, di kern vdi cac dich vu sau ban hang de canh bao tdi ngudi tieu dung ve hien tugng hang gia va phan biet hang gia vdi hang that cua Cdng ty tren thi trudng Day chinh la phuong phap bao ve va cung cd mot each tot nhat cho thuang hieu cua Cdng ty 98 Thirhai, Tang citing cac hoat ddng khuyech trirong de ho tro kinh doanh ❖ Quang cao : Vdi nhung giai phap quang cao Cong ty thuc hien da the hien mot so yeu diem va chua hieu qua: - Trong thoi gian qua Show quang cao cua Cong ty tren truyen hinh da co tac dung doi vdi tarn ly cua ngudi tieu dung Tuy nhien, tac dung cua nd mdi chi kheu gpi duoc tri to md cua khach hang nhung chua gay dupe an tuong sau sac tiem thuc tieu dung cua ho - Thong diep quang cao cho nhan hieu cua san pham nhung chua chi quyen loi cu the cho khach hang su dung va mang lai cam giac chua that tin cay - Do chua dau tu hpp ly ve ngan sach cho quang cao nen tan suat xuat hien cua show quang cao it, thua nen tinh nhac nhd va gpi nhd chua cao Chinh vi dieu ddi hoi Cdng ty can phai doi mdi cac giai phap dau tu cho quang cao cua minh: + Cdng ty nen dau tu chi phi hpp ly de so lan xuat hien cua quang cao va nhan hieu san pham cua Cdng ty lau hon, de cac khach hang tiem nang cd the nhin thay va dupe nghe nhac tdi chung hang cac thdi diem cua mua ban hang hoac thudng xuyen hon + Cdng ty nen chu va quan tarn tdi viec theo ddi hieu qua cua quang cao da su dung va tim giai phap nham tang hieu qua cua quang cao vdi chi phi va ket qua kinh doanh ky thuc hien ❖ Quan he cdng chung (PR): Vdi cac giai phap Quan he cdng chung (PR) ma Cdng ty da thuc hien cung da phan nao dem lai hieu qua cho Cdng ty: - Cdng ty cung td chuc cac chuong trinh tai trp cho sinh vien hay cac giai thudng hoac hoc bong cho cac thu khoa hay sinh vien trudng xay dung, trudng dai hoc kien true - Cac chuong trinh tai trp cho cac hoat dong cua cac Cdng ty nghanh nghe nhu Tu van thiet ke hay xay dung nham tao mdi lien ket chac cham va ben 99 vung Hieu qua cua cac hoat dong tren da phat huy tac dung manh cac du an cong trinh xay dung thdi gian qua Tuy nhien, cong tac quan he cdng chung d tren Bao chi, tap chi cua Cdng ty van yeu kem Do do, Cdng ty can phai cd cac giai phap tiep tuc ddi mdi hoat dong PR d mang nay: Trong tuong lai gan Cdng ty nen nhanh chong xay dung quan he tot vdi gidi bao chi de cd the nhanh chong dua cho cdng chung va cong ddng cac thdng tin ve minh mot each chinh xac, trung thuc va nhanh chong, moi luc, moi noi ❖ Tham gia hoi chff trien lam: Trong thdi gian qua cdng tac quang cao thdng qua hoi cho trien lam da duoc x r r t Cong ty thuc hien kha tot chua thudng xuyen va cd ke hoach chien luoc cu the cho tung muc tieu nen van roi vao tinh trang thu dong Chinh vi vay, su doi mdi cua hoat dong can duoc tang cudng hon nua thdi gian tdi: - Viec trung bay tai gian hang can phai the hien tinh my thuat cao va cd an tuong vdi nguoi xem va the hien duoc tu tuong, phong each rieng Day la dieu rat cd y nghia va tac dung canh tranh manh cdng tac trung bay tai trien lam - Cdng ty can phai dau tu cho cdng tac gidi thieu san pham tai gian hang a r r r bang cac PG cd kinh nghiem va ky nang giao tiep tot doi vdi nguoi tham quan hoi cho Thai niem nd va hieu biet ve san pham cung la mot cdng cu quang cao tot cd tac dung nhac nhd khach hang luon nhd ve Cdng ty va cac san pham cua minh mdi ho cd y tuong su dung san pham tuong lai gan Thu ba, Sir dung thuong mai dien tir kinh doanh Cdng ty da xay dung trang Web http://www.inax.com.vn cua minh tren mang Internet Tuy nhien, hien tai trang Web cua Cdng ty van chua phat huy dupe tac dung cua nd viec loi keo nguoi tieu dung hoac khach hang quan tam Trong thdi ky ma Internet da trd cdng cu dac luc va hieu qua kinh doanh thi viec xay dung va tao lap nen mot trang Web hieu qua la cdng tac quan ma Cdng ty can phai dupe ddi mdi va cd chinh sach chien luoc hop ly: 100 - Xay dung trang Web vdi day du thong tin ve Cong ty, ve san pham va ve cac moi lien he, tang cudng gidi thieu cac tuu khoa hoc tien bo, cac cong nghe nham tao nen mot dia chi tin cay, bo ich va thoa man cac yeu cau va su quan tarn cua khach hang vao tham trang Web - Thong qua cac dich vu cua cac nha thiet ke, tu van chuyen nghiep de xay dung trang Web that an tuong, chuyen nghiep, co sue loi keo thu hut manh khach hang tdi trang Web cua minh Luu luong ngudi xem la tong so ngudi ghe qua trang Web cua Cong ty, no khong the hien tinh hieu qua hay kha nang sinh loi cua trang web lap tuc Nhung dua vao Cong ty co the xay dung dupe nen tang khach hang true tuyen tiem nang - Cong ty co the thuc hien chuong trinh quang cao, PR khuyen cao den ngudi tieu dung bang each dua cac thong tin ve canh bao hang gia, hang nhai san pham thuong hieu INAX tren trang web Thfr tu\ Chu phat trien ngudn nhan lire Hien tai, d Cong ty cac chuong trinh dao tao ky nang va kinh nghiem cho nhan vien phdng kinh doanh thdi gian gan day cdn thua va yeu Viec cap nhat thudng xuyen cac nguon thong tin ve san pham chua tien hanh day du va to chuc chua tot Cac khoa hoc ve nang cao ky nang cua nhan vien it va chua deu Do do, Cong ty can co giai phap de tang cudng kha nang linh hoat, nhay ben va nang cao trinh cua nhan vien, Cong ty can nhanh chong tao lap va hoan thien chinh sach dao tao nguon nhan luc noi bo Td chuc hoac thudng xuyen cu nhan vien di dao tao hoac dao tao lai Cap nhat va phat tan cac tai lieu noi bo nham nang cao chuyen mon cua nhan vien Doi vdi nhan vien phong phat trien san pham mdi lap va tach tu phong ke hoach nen chua co nhieu kinh nghiem ve thi trudng Do do, Cong ty can phai co cac chuong trinh dao tao, huan luyen va trao doi kinh nghiem cung nhu hop tac vdi phong ban hang ve tinh hinh nghien cuu thi trudng, nghien cuu san thi trudng nhung san pham co chat luong tot nhat, tinh nang hoan hao nhat thoa man dupe nhu cau va thi hieu tieu dung cua khach hang tren thi trudng 101 Thu' nam, Can cd nhirng quy dinh chat che de trung bay san pham o' he thdng IFC duoc tot horn Hien nay, viec trung bay san pham cua Cong ty duoc thuc hien chu yeu d md hinh cac showroom, mini showroom va he thong IFC (INAX Fan Club) Tuy nhien, doi voi cac showroom va mini showroom thi viec trung bay va gidi thieu san pham la rat tot va chuyen nghiep Nhung ddi voi he thdng IFC thi viec trung bay khong tot vi Cdng ty khong cd nhung quy dinh rang buoc manh ve kinh te vdi cac IFC ky ket hop ddng Bdi vi, tai cac IFC thi ho ket hop vua trung bay va vua ban hang, nen se cd nhieu chung loai san pham cua nhieu Cdng ty khac Do do, dieu khoan rang buoc giua Cdng ty va he thdng IFC can phai duoc thuc hien chat che Vdi cac IFC nao trung bay dep va sach se thi ngoai nhung khoan phan tram ho tro hang thang thi can phai cd mot che thudng them va cdng van chinh thuc cdng nhan de lam guung cho cac IFC khac lam theo va cd dong luc hop tac kinh doanh vdi Cdng ty Tuy nhien, sau nhieu lan nhac nhd ma IFC nao khong trung bay dung theo su thoa thuan giua Cdng ty va IFC, thi se tien hanh cat phan tram ho tro va se khong cung cap hang cho IFC ban tren thi trudng tir phia Cdng ty va he thdng dai ly phan phdi chinh cua Cdng ty Ddng thdi se khong dua ten, dia chi IFC tren he thdng thdng tin cua Cdng ty nhu trang Web, Catalogue 3.3.5 Gidi phap ddi mod cdng tac danh gid hoat dong Marketing hdn hop Trong chuong da nghien cuu thi phan danh gia hoat dong Marketing hdn hop cua Cdng ty mdi chi di vao nghien cuu danh gia cac chi tieu co nhu: Doanh thu, chi phi, loi nhuan, thi phan ma chua di sau vao phan tich danh gia cac chi tieu cd lien quan tdi tung cdng viec hoat dong Marketing hdn hop cua Cdng ty Vi vay, thdi gian tdi Cdng ty can phai ddi mdi de xay dung quy trinh danh gia mot each ti mi va chinh xac hieu qua cua cac hoat dong Marketing hdn hpp cua Cdng ty thdng qua danh gia cac chi tieu tung cdng viec cua hoat dong Marketing nhu: chi tieu danh gia xac dinh muc tieu, chi tieu danh gia sue hap dan cua thi trudng muc tieu, chi tieu de lua chon thi trudng muc tieu, chi tieu danh gia su ket hpp giua cac chien lupe va ke hoach Marketing hdn hpp cu the tdi tung 102 nhiem vu, tung san pham cua doanh nghiep, va cac chi tieu danh gia muc thuc hien ke hoach Marketing hon hop cua cac quyet dinh ve san pham, gia ca, kenh phan phoi, khuyech truong Ben canh co cac chi tieu danh gia Marketing hon hop cua doanh nghiep thong qua thai tieu dung cua khach hang, thong tin phan anh cua khach hang doi vdi cac chuong trinh khuech truong A A A Dong thdi, cong ty can phai yeu cau bo phan Marketing cua Cong ty co nhung hanh dong thiet thuc va chuyen trach cac viec nhu: tang cudng cac hoat dong nghien cuu thi trudng, cac thong tin phan hoi tu thi trudng, khach hang va cac doi thu canh tranh can phai cap nhat nhanh chong va chinh xac 3.4 Nhtrng kien nghi voi nha nude via co’ quan chirc nang Thu- nhat, Can co chinh sach binh on nen kinh te Hien nay, nen kinh te Viet Nam dang chiu anh hudng bdi su bien dong cua nen kinh te the gidi Su giao dong cua thi trudng vang quoc te da lam cho vang nudc tang gia dang ke lam anh hudng tdi tam ly tieu dung cua khach hang tren thi trudng Su bien dong tang ty gia hoi doai cua dong USD tren thi trudng Viet Nam nen lam anh hudng ldn tdi hoat dong xuat nhap khau cua doanh nghiep phai su dung dong ngoai te Su len xuong that thudng cua gia dau da tac dong dang ke tdi chi phi dau vao san xuat kinh doanh cua doanh nghiep Cung vdi la su that chat vay von ngan hang doi vdi cac doanh nghiep thdi gian vua qua nen lam anh hudng ldn tdi tinh hinh dau tu cho hoat dong san xuat kinh doanh cua cac doanh nghiep, dac biet linh vuc xay dung, nhieu cong trinh bi dinh tre vi thieu von, hoat dong mua ban bat dong san bi dong bang nen lam anh hudng tdi nhu cau va sue mua cua thi trudng vat lieu xay dung thdi gian vua qua nudc Dong thdi, nha nudc can phai can thiep vao thi trudng bang nhung doanh nghiep nham tri va thuc day su phat trien cua nen kinh te nudc ta trudc su bien dong cua nen kinh te the gidi 103 ' A < Thu hai, Can co chinh sach xu ly manh doi vdi hanh vi lam gia, lam nhai san pham va thuong hieu cua cac doanh nghiep khac tren thi trudng Hien nay, tren thi truong Viet Nam, co rat nhieu doanh nghiep co thuong hieu va ten tuoi dang bi mot so doi tuong khong ro nguon goc xuat xu lam gia san pham va lam nhai thuong hieu cua doanh nghiep de ban cho ngudi tieu dung lam anh hudng lon tdi uy tin va thuong hieu cua cac doanh nghiep tren thi trudng Doi vdi Cong ty thi tren thi trudng dang xuat hien nhieu hang gia va hang nhai mang thuong hieu INAX vdi nhieu nguon goc xuat xu khac da lam anh hudng ldn tdi niem tin tieu dung cua khach hang ddi vdi thuong hieu INAX cua Cong ty tren thi trudng Do do, theo quy dinh Nghi Dinh 97/2010/ND-CP xu phat vi pham hanh chinh linh vuc sd huu cong nghiep, thi nha nudc can phai co bien phap xu phat hanh chinh that nang hen nua doi vdi cac vu viec hang gia, hang nhai Neu vu viec nghiem va lam anh hudng ldn tdi qua trinh hoat dong san xuat kinh doanh cua doanh nghiep thi can phai lap chuyen an de truy cuu trach nhiem hinh su, ket hop vdi xu phat hanh chinh that nang de dan de va lam guong cho cac vu viec sau nua Ar •> Thu ba, Dieu chinh muc lai suat cho vay cua cac Ngan Hang on dinh Hien nay, muc lai suat cho vay cua cac Ngan Hang doi vdi doanh nghiep da tang len tuomg doi cao tu 17% - 20%/nam Do do, cac doanh nghiep san xuat kinh doanh noi chung cung nhu doi vdi cac doanh nghiep dau tu cho thi trudng Bat dong san noi rieng se gap rat nhieu kho khan Bdi vi cac doanh nghiep kho co the vay vdn ngan hang de tiep tuc thuc hien cac cong trinh, du an bat dong san dang thi cong bdi gidi han dinh muc chi phi d mot muc nhat dinh, nhu cau vay von de thuc hien cac giao dich bat dong san cung se co the phai chiu muc rui ro cao neu khau toan cua giao dich cham Do do, no lam anh hudng khong tot tdi tinh hinh xay dung cac cong trinh, du an nen lam tac dong tdi nhu cau tieu thu cua nganh vat lieu xay dung, co cac san pham su ve sinh 104 Bai vi, neu cac cong trinh, du an khong di vao hoan thi se khong co nhu cau su dung cac san pham su ve sinh noi rieng va cac nganh khac noi chung Dieu lam anh hudng tdi sue tieu thu san pham cua cac doanh nghiep san xuat su ve sinh noi rieng va cac doanh nghiep khac noi chung tren thi trudng Chinh vi vay, chinh phu can phai cd chinh sach dieu chinh muc lai suat cho vay hap ly cua cac ngan hang de tao dieu kien thuan lai cho qua trinh san xuat kinh doanh va tinh hinh tieu thu cua cac doanh nghiep tren thi trudng Viet Nam Thu tu, Can dau tu xay dung va phat trien cor sd tang nudc Nha nudc can phai dau tu va nang cap nhieu han doi vdi quy md trung bay tai cac Hoi cho trien lam nhu: Cung van hoa huu nghi Viet Xo, Giang Vo vi tai noi day cac trang thiet bi va hoi trudng rat dan gian va chua chuyen nghiep nen chua tao dupe diem an tuong sau sac ddi vdi ngudi tieu dung ve thuang hieu, san pham, each trung bay dien cac hoat dong Hoi cho trien lam cua cac doanh nghiep tai noi day He thdng kenh phan phdi cua cac doanh nghiep tren thi trudng Viet Nam chu yeu la giao thdng dudng bo de van chuyen san pham hang hoa tdi thi trudng muc tieu va ngudi tieu dung Ddi vdi Cdng ty thi qua trinh van chuyen hang hoa la cac san pham su ve sinh la tu thi trudng Ha Noi di cac tinh d Mien Bac, Mien Trung va Mien Nam nen rat de gay hien tuong nut va va dap qua trinh van chuyen Hien nay, cac tuyen dudng giao thdng d Viet Nam dang bi xuong cap nghiem hay bi qua tai bdi cac phuong tien van tai Do do, nha nudc can dau tu va ho tra de quy hoach xay dung cac cdng trinh giao thdng van tai thuan tien dam bao duoc cho viec luu thdng san pham hang hoa cho cac doanh nghiep tren thi trudng Viet Nam 105 KET LUAN Khi mdi bat dau hoat dong san xuat kinh doanh tai thi trudng Viet Nam, Cong ty TNHH Su INAX da dat muc tieu de nhanh chong gianh thi phan va dat duoc hieu qua kinh doanh cao Chinh vi vay, Su dau tu manh me cua Cong ty cho mot hoat dong Marketing hon hop dai han nham khuyech truong thuong hieu INAX va tao dupe niem tin tieu dung doi vdi khach hang de tang sue manh canh tranh so vdi cac ddi thu tren thi trudng Viet Nam Su phan tich cac nhan to moi trudng ben va ben ngoai anh hudng den hoat dong Marketing hon hop cua Cong ty, ket hop vdi phan tich thuc trang noi dung hoat dong Marketing hon hop qua cac khau xac dinh muc tieu, lua chon thi trudng muc tieu, lap chien lupe va ke hoach, to chuc thuc hien ke hoach va danh gia hoat dong Markting hon hpp thong qua cac chi tieu danh gia, nham giup cho Cong ty thay dupe cac uu diem, cac van de ton tai va nguyen nhan cua cac ton tai tu chinh cac khau cua noi dung hoat dong Marketing hon hpp cua Cong ty giai doan 2006-2010 Cac uu diem cua Cong ty nhu: luon dat cac muc tieu dat ve doanh thu, loi nhuan, thi phan qua cac nam, san pham da dang va dupe ung dung cac cong nghe tien tien, gia ca on dinh, mang ludi phan phoi vung manh va cac hoat dong khuyech truong da gay dupe niem tin tieu dung ve thuong hieu INAX doi vdi khach hang tren thi trudng Ben canh thi Cong ty van edn mot so mat ton tai va cac nguyen nhan chu quan va khach quan cua cac ton tai nhu: chua xac dinh dupe muc tieu dai han dong deu cho cac dong san pham, chat lupng san pham cao cap chua hoan hao, da co su canh tranh ve gia ca ban san pham, he thong kenh phan phoi da co su canh tranh noi bo, cac hoat dong khuyech truong van han che va chiu su tac dong bdi cac nguyen nhan khach quan tu cac co quan chuc nang nhu su bat on ve kinh te, quy dinh xu phat hang gia, hang nhai, thue nhap khau va co so tang 106 Tren ca sd cua cac mat ton tai va nguyen nhan cua cac ton tai thi luan van da dua cac giai phap nham ddi mdi cac khau noi dung hoat dong Marketing hon hop cua Cdng ty tren thi trudng Viet Nam den nam 2015 nhu: co muc tieu va ke hoach dai han cho cac dong san pham trung-cao cap, nang cao chat luang san pham, chinh sach gia hop ly de tao lai nhuan cho cua hang ban le, • ' r ' giai quyet xung dot va tang tinh lien ket giua cac vien kenh phan phdi, tang cudng cac hoat dong khuyech truang va them cac chi tieu nham danh gia chinh xac hieu qua hoat dong Marketing hdn hop cua Cdng ty Tuy nhien, linh vuc doi mdi hoat dong Marketing hdn hap cua doanh nghiep tren thi trudng Viet Nam la mot de tai mdi, do viec ddi mdi hoat dong Marketing hdn hop cua Cdng ty TNHH su INAX tren thi trudng Viet Nam den nam 2015 doi hoi nhieu thdi gian va cdng sue nghien cuu nen khong the tranh khoi nhtrng thieu xot nhat dinh Luan van cung mdi chi dung lai d pham vi nghien cuu ddi mdi hoat dong Marketing hdn hop cua Cdng ty so vdi cac ddi thu canh tranh tren thi trudng ma chua co su nghien cuu sau vao noi dung cung nhu phuong phap ddi mdi hoat dong Marketing hdn hop va so sanh vdi cac giai doan trudc ddi mdi cua Cdng ty de thay duoc cac hieu qua thuc su cua nd 107 TAI LIEU THAM KHAO Mai Van Buu, Phan Kim Chien (Ddng chu bien) (2003), Giao trinh Ly thuyet quan tri kinh doanh, Nha xuat ban Khoa hoc va Ky thuat, Ha Noi Truong Dinh Chien, Nguyen Van Thuong (Dong chu bien) (1999), Quan tri he r r •> r r thongphan phdi san pham, Nha Xuat Ban Thong ke, Ha Noi Nguyen Van Dau, Nguyen Xuan Tai (Dong chu bien) (2003), Giao trinh Quan ly Cdng nghe, Nha xuat ban thong ke, Ha Noi Tran Minh Dao, Vu Tri Dung (Dong chu bien) (2002), Giao trinh Marketing quoc te, Nha xuat ban Thong ke, Ha Noi Tran Minh Dao (2002), Marketing cdn ban, Nha xuat ban Giao due, Ha Noi Vu Que Huong (2001), Quan ly doi mdi phat trien san pham mdi, Nha xuat ban khoa hoc va ky thuat, Ha Noi Nguyen Viet Lam (1999), Giao trinh nghien cuu Marketing, Nha Xuat ban Giao due, Ha Noi Phillip Kotler (2000), Marketing cdn ban, Nha xuat ban Thong ke, Ha Noi Phillip Kotler (2000), Quan tri Marketing, Nha xuat ban Thong ke, Ha Noi 10 Philip Kotler (2009), Marketing management, 13th Edition, Prentice hall 11 Qudc hoi nudc Cong hoa Xa hoi Chu Nghia Viet Nam (2006), Luat thuong mai 2005, Nha xuat ban Chinh tri qudc gia, Ha Noi 12 Bao cao ket qua kinh doanh (2006-2010), phong kinh doanh Cong ty TNHH su INAX 13 Bao cao tong hop thi phan cua cac doi thu canh tranh tren thi truong Mien Bac (2006-2010), phong Kinh doanh Cong ty TNHH su INAX 14 Catalogue INAX (2011), gidi thieu Cong ty va lich su hinh 15 Giay chung nhan dau tu cua Cong ty TNHH su INAX tren thi trudng Viet Nam (2010), So 011043001029, chung nhan 16 thang 11 nam 2010 16 Cac Website cua Cdng ty TNHH su INAX http://inax.com.vn/1627-0/vn/gioi-thieu/index.htm http://inax.com.vn/2096-0/vn/cong-nghe-moi/index.htm http://inax.com.vn/2091 -0/vn/san-pham/index.htm http://inax.com.vn/1796-0/vn/he-thong-phan-phoi/index.htm http://inax.com.vn/1629-0/vn/tin-tuc/index.htm