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Khóa luận tốt nghiệp Quản trị kinh doanh: Hoàn thiện các hoạt động marketing mix ở Công ty PepsiCo Việt Nam chi nhánh Cần Thơ được thực hiện dựa trên việc đánh giá thực trạng hoạt động Marketing mix của PepsiCoCT. Đồng thời phân tích môi trường Marketing ảnh hưởng đến hoạt động Marketing mix của Công ty. Từ đó, đề xuất giải pháp nhằm hoàn thiện...
package connectDB; import java.sql.Connection; import java.sql.DriverManager; import java.sql.SQLException; public class ConnectDB { public static Connection = null; private static ConnectDB instance = new ConnectDB(); public static ConnectDB getInstance() { return instance; } public void connect() throws SQLException { String url = "jdbc:sqlserver://localhost:1433;database name=QLNVIEN"; String user = "sa"; String pw = "123"; = DriverManager.getConnection(url, user, pw); if(con != null) { System.out.println("thanh cong"); } } public void disconnect() { if(con != null) { try { con.close(); } catch (Exception e) { // TODO: handle exception e.printStackTrace(); } } } public static Connection getConnection() { return con; } } TRUING D6\ HOC VO TRUING TOflN KHOA KINH TE KHOA LUAN TOT NGHIEP HOAN THIEN CAC HOAT DONG MARKETING MIX 0> CONG TY PEPSICO VIET NAM CHI NHANH CAN THO NGUYEN THUY AN CHUYEN NGANH: QUAN TRI KINH DOANH GIAO VIEN HIT6NG DAN: Th.S BUI CAO NHAN Hau Giang, thdng 07 nam 2012 wmmmmmmmmmmmmmmm package connectDB; import java.sql.Connection; import java.sql.DriverManager; import java.sql.SQLException; public class ConnectDB { public static Connection = null; private static ConnectDB instance = new ConnectDB(); public static ConnectDB getInstance() { return instance; } public void connect() throws SQLException { String url = "jdbc:sqlserver://localhost:1433;database name=QLNVIEN"; String user = "sa"; String pw = "123"; = DriverManager.getConnection(url, user, pw); if(con != null) { System.out.println("thanh cong"); } } public void disconnect() { if(con != null) { try { con.close(); } catch (Exception e) { // TODO: handle exception e.printStackTrace(); } } } public static Connection getConnection() { return con; } } LOI CAM TA Lai dau tien, em xin chan cam on cac quy Thay Co truong Dai hoc Vo Truong Toan, quy Thay Co Khoa kinh te Trong suot thai gian hoc tap tai truong, em da nhan dugc sir chi dan nhiet tinh cua quy Thay Co Nhung kien thuc nen tang ma quy Thay Co truyen day la hanh trang de em buoc vao cong viec thuc te sau Em tran gui lai cam an den Thay Bui Cao Nhan Trong thai gian vua qua, em gap khong it kho khan, Thay luon tim each giup em vugt qua Dieu quy bau nhat a Thay ma em cam nhan dugc la nhung lai nhac nho, dong vien chan cung nhu nhung kinh nghiem lam bai ma Thay chia se cho em Thay khong la ray em lam bai khong tot, nhung lai khuyen nhe nhang ma tham thia tao dong Ion han de em hoan tot khoa luan Em tin rang, Thay se dugc nhieu sinh vien yeu men voi phong each moc mac va nhiet tinh cua Thay Em cung khong the quen dugc sir giup nhiet tinh cua cac anh chi Cong ty PepsiCo Em gui lai cam an chan den anh Nguyen Ngoc Bich, nguoi da true tiep huang dan em Cong viec ban ron nhung anh van sap xep thai gian danh cho em cac buoi huan luyen bo ich Dieu em hoc hoi dugc a anh la each lam viec khoa hoc, co ke hoach ro rang Em cung gui lai cam an den anh Tran Viet Nhan, nguoi da dan dat em biet den PepsiCo va cac chi phong Marketing luon vui ve chi bao cho em nhung buoi em len van phong chi nhanh Nguoi ma em khong thuong xuyen gap go nhung em rat an tugng voi su gan gui la chu Khai, lam em khong the quen dugc hinh anh nguoi lanh dao qua doi than tinh Em cung khong the quen cac anh lam a bo phan trung bay va ban hang Dieu em thich nhat a cac anh la sir vui ve, nhiet tinh va luon san long chia se em co dieu gi thac mac Em chuc mgi nguoi luon vui ve va dat ket qua tot cong viec! Trong qua trinh thuc tap va lam bao cao, vi chua co kinh nghiem thuc te, chi dua vao ly thuyet da hoc cung voi thai gian thuc tap ngan tai Cong ty nen bai bao cao khong tranh dugc nhung sai sot Em mong nhan dugc sir gop y, nhan xet tu cac Thay Co va cac Co, Chu, Anh, Chi Cong ty Em xin chan cam! Sinh vien thuc hien Nguyen Thuy An package connectDB; import java.sql.Connection; import java.sql.DriverManager; import java.sql.SQLException; public class ConnectDB { public static Connection = null; private static ConnectDB instance = new ConnectDB(); public static ConnectDB getInstance() { return instance; } public void connect() throws SQLException { String url = "jdbc:sqlserver://localhost:1433;database name=QLNVIEN"; String user = "sa"; String pw = "123"; = DriverManager.getConnection(url, user, pw); if(con != null) { System.out.println("thanh cong"); } } public void disconnect() { if(con != null) { try { con.close(); } catch (Exception e) { // TODO: handle exception e.printStackTrace(); } } } public static Connection getConnection() { return con; } } LOI CAM DOAN Tac gia cam doan khoa luan: "Hoan thien hoat dong Marketing mix & Cong ty PepsiCo Viet Nam chi nhdnh Can Tho" la chinh tac gia da van dung cac kien thuc da hgc, cac kien thuc tham khao sach bao va thai gian thuc tap thirc te tai Cong ty PepsiCo Viet Nam tai Can Tha cung voi sir hudng dan cua Thay - Thac ST BUI CAO NHAN (Giang vien Khoa Kinh te, truong Dai hgc V6 Truong Toan) de hoan khoa luan Khoa luan dugc thuc hien tu 14 thang 05 nam 2012 den 25 thang 07 nam 2012 Tai lieu tham khao, cac so lieu thong ke bai la minh bach va dugc sir dung dung quy dinh, khong vi pham quy dinh ve bao mat cua Nha nuoc Tuyet doi giu bi mat ve nhung so lieu quan trgng ma Cong ty da cung cap cho toi Toi cam doan nhu'ng dieu neu tren hoan toan dung sir that Toi xin chiu toan bo trach nhiem ve lai cam doan cua minh truoc phap luat Vo Trir&ng Toan, 25 thang 07 nam 2012 Sinh vien thuc hien Nguyen Thuy An package connectDB; import java.sql.Connection; import java.sql.DriverManager; import java.sql.SQLException; public class ConnectDB { public static Connection = null; private static ConnectDB instance = new ConnectDB(); public static ConnectDB getInstance() { return instance; } public void connect() throws SQLException { String url = "jdbc:sqlserver://localhost:1433;database name=QLNVIEN"; String user = "sa"; String pw = "123"; = DriverManager.getConnection(url, user, pw); if(con != null) { System.out.println("thanh cong"); } } public void disconnect() { if(con != null) { try { con.close(); } catch (Exception e) { // TODO: handle exception e.printStackTrace(); } } } public static Connection getConnection() { return con; } } NHAN XET CUA GIAO VIEN HUONG DAN Trong thai gian thuc hien khoa luan tot nghiep, sinh vien Nguyen Thuy An lop Dai hgc Quan tri kinh doanh khoa I (MSSV: 0854010001) da chap hanh tot ngi qui cua nha truong, thuc hien dung nhung yeu cau cua giao vien hirong dan Trong qua trinh thuc tap sinh vien Nguyen Thuy An co tinh than lam viec- hgc tap nhiet tinh, thai nghien cuu nghiem tuc Tu nhung no lire va tim toi hgc hoi ket hgp thuc tien va ly thuyet sinh vien Nguyen Thuy An da hoan tot khoa luan tot nghiep Giao vien huong dan dong y cho sinh vien Nguyen Thuy An bao cao khoa luan truoc Hoi dong cham khoa luan cua Truong Vo Truong Toan, 25 thang 07 nam 2012 Giao vien huong dan Bui Cao Nhan in package connectDB; import java.sql.Connection; import java.sql.DriverManager; import java.sql.SQLException; public class ConnectDB { public static Connection = null; private static ConnectDB instance = new ConnectDB(); public static ConnectDB getInstance() { return instance; } public void connect() throws SQLException { String url = "jdbc:sqlserver://localhost:1433;database name=QLNVIEN"; String user = "sa"; String pw = "123"; = DriverManager.getConnection(url, user, pw); if(con != null) { System.out.println("thanh cong"); } } public void disconnect() { if(con != null) { try { con.close(); } catch (Exception e) { // TODO: handle exception e.printStackTrace(); } } } public static Connection getConnection() { return con; } } TOM TAT NOI DUNG Ngi dung de tai "Hoan thien cac hoat dong Marketing mix cua Cong ty PepsiCo Chi nhdnh Can Tho" dugc thuc hien dua tren viec danh gia thuc trang hoat dong Marketing mix cua PepsiCo-CT Dong thai phan tich moi truong Marketing anh huong den hoat dong Marketing mix cua Cong ty Tu do, de xuat giai phap nham hoan thien cac hoat dong Marketing mix tai PepsiCo-CT Ket qua nghien cuu cho thay, nuoc giai khat cua PepsiCo-CT dugc chia lam hai loai la nuoc giai khat co gas (CSD) gom cac loai Pepsi, Mirinda Cam, Mirinda Sa si 7up va nuoc giai khat khong gas (NCB) gom cac loai Sting vang, Sting dau, Twister, Lipton va Aquafina Trong do, nuoc giai khat co gas co san lugng tieu thu nhieu hon nude giai khat khong gas nhung co sir thay doi qua cac nam Cu the, tu nam 2009 den nam 2011, san lugng tieu thu nuoc giai khat co gas dan giam xuong va nuoc giai khat khong gas co chieu huong tang len Nguyen nhan la xu huong tieu dung thay doi, khach hang chuyen sang lua chgn cac loai nuoc giai khat khong gas va co nguon goc tu thien nhien, tot hon cho sue khoe De dam bao muc tieu ve thi phan, PepsiCo-CT day manh chinh sach phan phoi va hoat dong chieu thi Quang cao, khuyen mai la hai hoat dong chieu thi noi bat nhat cua PepsiCo va la hoat dong chu yeu de canh tranh voi doi thu Coca cola Qua viec phan tich moi truong Marketing cua PepsiCo-CT cho thay cac nhan to vT mo va vi mo deu tac dong den hoat dong Marketing cua Cong ty Bat lgi Ion nhat cua PepsiCo-CT la doi thu canh tranh, dang quan tarn nhat la Coca cola PepsiCo va Coca cola co san pham, gia ca, he thong phan phoi va cac hoat dong chieu thi deu tuong tu nhau, dugc xem la "doi thu truyen kiep" cua Can cu vao ket qua phan tich, de PepsiCo-CT luon giu vung va phat trien thi phan thi can co mot so giai phap nhu: - De bat kip xu huong thi truong thi PepsiCo nen phat trien san pham nuoc giai khat tot cho sue khoe - Dinh gia san pham dua tren theo gia tri cam nhan khach hang va theo doi thu canh tranh vi nuoc giai khat la mat hang co co gian cung cau Ion - Tang cuong mang ludi phan phoi den vung sau vung xa de ngan doi thu sir dung "chien luge du kich" he thong phan phoi - Quang cao voi tan suat vua phai du de nhac nha hinh anh PepsiCo tarn tri nguoi tieu dung nham tiet kiem chi phi, huong hoat dong chieu thj den cac hoat dong Marketing xa hoi IV package connectDB; import java.sql.Connection; import java.sql.DriverManager; import java.sql.SQLException; public class ConnectDB { public static Connection = null; private static ConnectDB instance = new ConnectDB(); public static ConnectDB getInstance() { return instance; } public void connect() throws SQLException { String url = "jdbc:sqlserver://localhost:1433;database name=QLNVIEN"; String user = "sa"; String pw = "123"; = DriverManager.getConnection(url, user, pw); if(con != null) { System.out.println("thanh cong"); } } public void disconnect() { if(con != null) { try { con.close(); } catch (Exception e) { // TODO: handle exception e.printStackTrace(); } } } public static Connection getConnection() { return con; } - Tang cuong cac hoat dong tuyen truyen, cac hoat dong vi moi truong, vi } lgi ich cong dong nhu: Trao tang hgc bong cho hoc sinh - sinh vien, tai trg cac hoat dong xa hoi cho sinh vien cac truong dai hgc, package connectDB; import java.sql.Connection; import java.sql.DriverManager; import java.sql.SQLException; public class ConnectDB { public static Connection = null; private static ConnectDB instance = new ConnectDB(); public static ConnectDB getInstance() { return instance; } public void connect() throws SQLException { String url = "jdbc:sqlserver://localhost:1433;database name=QLNVIEN"; String user = "sa"; String pw = "123"; = DriverManager.getConnection(url, user, pw); if(con != null) { System.out.println("thanh cong"); } } public void disconnect() { if(con != null) { try { con.close(); } catch (Exception e) { // TODO: handle exception e.printStackTrace(); } } } public static Connection getConnection() { return con; } } MUC LUC LOICAMTA i LOT CAM DOAN ii TOM TAT NOI DUNG iv MUC LUC vi DANH MUC BIEU BANG viii DANH MUC HINH ix DANH MUC TU VIET TAT x PHANMODAU 1.1 LY DO CHON DE TAl 1.1.1 Sir can thiet nghien cuu 1 1.1.2 Can cu khoa hoc va thuc tien 1.2 MUC TIEU NGHiEN CUU 1.2.1 Muc tieu chung 1.2.2 Muc tieu cu the 1.3 CAU HOI NGHIEN CUU 1.4 PHAM VI NGHIEN CUU 1.3.1 Khong gian 1.3.2 Thai gian 1.3.3 Noi dung nghien cuu 3 1.5 LU0C KHAO TAI LIEU 1.5.1 Luge khao tai lieu 1.5.2 Luge khao tai lieu CHUONG1 PHUONG PHAP LUAN VA PHUONG PHAP NGHIEN CUU 1.1 PHUONG PHAP LUAN 1.1.1 Dinh nghTa Marketing va cac khai niem co lien quan 1.1.1.1 Marketing la gi? 1.1.1.2 Vai tro va chive nang cua Marketing 1.1.2 Thi truong, phan doan thi truong va lira chon thi truong muc tieu 1.1.3 Marketing hon hop - Marketing mix 1.1.3.1 San pham (Product-Pi) 1.1.3.2 Gia (Price - P2) 5 10 19 1.1.3.3 Phan phoi (Place - P3) 1.1.3.4 Hoat dong chieu thi - xiic tien thirong mai (P4) 1.1.4 Sir ket hop 4P va 4C 24 26 29 1.2 PHUONG PHAP NGHIEN CUU 30 1.2.1 Phuong phap thu thap so lieu 1.2.2 Phuong phap phan tich 30 31 CHUONG 33 THUC TRANG UNG DUNG CAC GIAI PHAP MARKETING MIX 33 CONG TY PEPSICO VIET NAM CHI NHANH CAN THO 33 2.1 KHAI QUAT DAC DIEM TINH HINH KINH DOANH 33 2.1.1 Tong quan ve Cong ty PepsiCo 33 2.1.2 Co cau to chuc Cong ty PepsiCo Viet Nam chi nhanh Can Tho 34 35 2.1.3 Cac san pham cua Cong ty PepsiCo Viet Nam chi nhanh Can Tho 2.1.4 Hoat dong kinh doanh cua Cong ty PepsiCo Viet Nam chi nhanh Can Tho- 39 2.1.4.1 Tinh hinh tieu thu san pham (rang nam (tu nam 2009 - 2011) 39 2.1.4.2 Sirphat trien thi phan cua PepsiCo-CT 40 2.2 TINH HINH HOAT DONG MARKETING MIX CONG TY PEPSICO VIET NAM CHI NHANH CAN THO 43 vi package connectDB; import java.sql.Connection; import java.sql.DriverManager; import java.sql.SQLException; public class ConnectDB { public static Connection = null; private static ConnectDB instance = new ConnectDB(); public static ConnectDB getInstance() { return instance; } public void connect() throws SQLException { String url = "jdbc:sqlserver://localhost:1433;database name=QLNVIEN"; String user = "sa"; String pw = "123"; = DriverManager.getConnection(url, user, pw); if(con != null) { System.out.println("thanh cong"); } } public void disconnect() { if(con != null) { try { con.close(); } catch (Exception e) { // TODO: handle exception e.printStackTrace(); } } } public static Connection getConnection() { return con; } } 2.2.1 Khach hang muc tieu ciia Pepsi 43 2.2.2 Tinh hinh hoat dong Marketing mix o Cong ty PepsiCo Viet Nam chi nhanh Can Tho 44 2.2.3.1 San pham 44 2.2.3.2 Gidca 47 2.2.3.3 Phan phoi 2.2.3.4 Hoat dong chieu thi 48 50 CHUONG 54 PHAN TICH MOI TRUING MARKETING CUA CONG TY PEPSICO VIET NAM CHI NHANH CAN THO 54 3.1 CAC YEU TO BEN NGOAI 54 3.1.1 Moi truong vT mo 3.1.1.1 Moi truong nhan khdu hoc 3.1.1.2 Moi truong kinh te 3.1.1.3 Moi truong tu nhien 3.1.1.4 Moi truong cong nghe 3.1.1.5 Moi truong chinh tri va phap IHat 54 54 55 57 58 59 3.1.1.6 Vanhoaxdhoi 61 3.1.2 Moi truong vi mo 3.1.2.1 Doi thu canh tranh tiem nang 3.1.2.2 Khdch hang 3.1.2.3 Nha cung cap 61 61 62 62 3.1.2.4 Doi thu canh tranh 62 3.1.2.5 San pham thay the 63 3.2 GIAI PHAP MARKETING - PHAN TICH SWOT 65 CHUONG 66 HOAN THIEN CAC HOAT D0NG MARKETING MIX 66 CONG TY PEPSICO VIET NAM 4.1 TAM NHIN VA MUC TIEU CHIEN LUOC DEN NAM 2015 66 66 4.2 SU MENH CUA PEPSICO-CT TAI DONG BANG SONG CU U LONG CUNG NHU TAI VIET NAM 66 4.3 MUC TIEU DEN NAM 2015 66 4.4 CAC GIAI PHAP HOAN THIEN MARKETING MIX 4.4.1 Ve chat lugng san pham 4.4.2 Cac giai phap ve gia 4.4.3 Cac giai phap ve phan phoi 4.4.4 Cac giai phap ve chieu thi - co dong PHAN KET LUAN VA KIEN NGHI PEPSICO-CT 67 67 68 68 69 71 KET LUAN 71 KIEN NGHI 71 TAI LIEU THAM KHAO 72 package connectDB; import java.sql.Connection; import java.sql.DriverManager; import java.sql.SQLException; public class ConnectDB { public static Connection = null; private static ConnectDB instance = new ConnectDB(); public static ConnectDB getInstance() { return instance; } public void connect() throws SQLException { String url = "jdbc:sqlserver://localhost:1433;database name=QLNVIEN"; String user = "sa"; String pw = "123"; = DriverManager.getConnection(url, user, pw); if(con != null) { System.out.println("thanh cong"); } } public void disconnect() { if(con != null) { try { con.close(); } catch (Exception e) { // TODO: handle exception e.printStackTrace(); } } } public static Connection getConnection() { return con; } } DANH MUC BIEU BANG Bang Bang Bang Bang Bang Bang 1.1 Chu ky doi song san pham - dac diem va cac chien luge 1.2: Sir ket hap 4P va 4C 2.1: San lugng tieu thu qua nam 2009 - 201 2.2: Khach hang muc tieu cua PepsiCo 3.1: Su gia tang dan so cac khu vuc a Viet Nam tu nam 2009 - 201 3.2: Cac nhan hang ciia PepsiCo va doi thu canh tranh vui 15 29 39 43 54 63 package connectDB; import java.sql.Connection; import java.sql.DriverManager; import java.sql.SQLException; public class ConnectDB { public static Connection = null; private static ConnectDB instance = new ConnectDB(); public static ConnectDB getInstance() { return instance; } public void connect() throws SQLException { String url = "jdbc:sqlserver://localhost:1433;database name=QLNVIEN"; String user = "sa"; String pw = "123"; = DriverManager.getConnection(url, user, pw); if(con != null) { System.out.println("thanh cong"); } } public void disconnect() { if(con != null) { try { con.close(); } catch (Exception e) { // TODO: handle exception e.printStackTrace(); } } } public static Connection getConnection() { return con; } } DANH MUC HINH Hinh Hinh Hinh Hinh gia Hinh Hinh Hinh Hinh Hinh Hinh Hinh 1.1: Cac phan co ban cua Marketing mix 10 1.2: Mo hinh phat trien san pham moi 18 1.3: Cac nhan to anh huong den cac quyet djnh ve gia 20 1.4: So su- anh huong cua chien luge djnh vj, cac chu' P khac den quyet dinh 21 1.5: So' chuc nang ciia qua trinh phan phoi 24 1.6: So mo phong kenh phan phoi cap 24 25 1.7: So mo phong kenh phan phoi mot giai doan 25 1.8: So kenh phan phoi dai 1.9: Cac phan cua chieu thj 27 2.1: So co' cau to chuc cua Cong ty PepsiCo Viet Nam chi nhanh Can Tho 34 2.2: Bieu the hien tinh hinh tieu thu cua PepsiCo 39 tir nam 2009-2011 39 Hinh 2.3: Bieu the hien thj phan CSD qua cac thang cua Pepsi so voi doi thu nam 2011 40 Hinh 2.4: Bieu the hien thj phan Nuoc tang luc qua cac thang cua PepsiCo so voi doi thu nam 201 41 Hinh 2.5: Bieu the hien thj phan Nuoc cam ep qua cac thang cua PepsiCo so voi doi thu nam 2011 42 Hinh 2.6: Bieu the hien thj phan Nuoc nuoc suoi qua cac thang ciia PepsiCo so voi doi thu nam 201 43 Hinh 2.7: So kenh phan phoi cua PepsiCo-CT 48 IX package connectDB; import java.sql.Connection; import java.sql.DriverManager; import java.sql.SQLException; public class ConnectDB { public static Connection = null; private static ConnectDB instance = new ConnectDB(); public static ConnectDB getInstance() { return instance; } public void connect() throws SQLException { String url = "jdbc:sqlserver://localhost:1433;database name=QLNVIEN"; String user = "sa"; String pw = "123"; = DriverManager.getConnection(url, user, pw); if(con != null) { System.out.println("thanh cong"); } Hoan thien cdc hoat dong Marketing mix a Cong ty PepsiCo Viet Nam chi nhdnh Can Tho' } public void disconnect() { if(con != null) { try { con.close(); } catch (Exception e) { // TODO: handle exception e.printStackTrace(); } } } public static Connection getConnection() { return con; Viet Nam cd the dugc chia lam hai ddi hau ldn: } } Mien Bae (tir deo Hai Van trd ra) la hau nhiet ddi gid mua, vdi mua ro ret (Xuan-Ha-Thu-Ddng), chiu anh hudng ciia gid mua Ddng Bae va gid mua Ddng Nam Mien Nam (tu deo Hai Van trd vao) it chiu anh hudng ciia gid mua nen hau nhiet ddi kha dieu hda nong quanh nam va chia hai mua ro ret (mua kho va mua mua) Do anh hudng gid mua va sir phuc tap ve dia hinh nen Viet Nam thudng gap bat lgi ve thai tiet nhu bao lu lut han han (trung binh mot nam cd 6-10 bao va ap thap nhiet ddi, lu lut, han han de dga) Sir khac biet ve hau theo mua va giua cac vung mien tao sir phong phu va da dang ve nhu cau va thi hieu tieu dung Cac doanh nghiep can danh gia sir anh hudng ciia cac yeu to hau den thi trudng nham dinh hudng chien luge kinh doanh phu hgp Ddi vdi PepsiCo Viet Nam, hau nhiet ddi nong am chii dao d Viet Nam khien nhu cau ve nude giai khat luon cao, dac biet la mua nong va nhung vung cd hau nhiet ddi ro ret Day la co hoi ldn cho nganh kinh doanh nude giai khat ndi chung va PepsiCo Viet Nam ndi rieng ♦ O nhiem moi truong Hien nay, van de d nhiem mdi trudng dang dugc ca the gidi quan tarn Va d Viet Nam van de cung dang dugc xa hgi cang chii y Qua trinh san xuat va san pham eiia Doanh nghiep cd than thien vdi mdi trudng khong? Viec sir dung san pham cd tao anh hudng tich cue den tarn ly bao ve mdi trudng cua ngudi tieu dung hay khong? la nhung yeu cau khach quan ma mdi trudng tir nhien dem lai Vi vay, giai doan hien cac doanh nghiep can dac biet chu trgng den yeu to mdi trudng 3.1.1.4 Moi truong cong nghe Mdi trudng cong nghe - nhung luc lugng tao nen cac cong nghe mdi tao nen san pham mdi va cac ca may thi trudng Day la nhung yeu to rat nang ddng, chiia dung nhieu co hoi va nguy co ddi vdi doanh nghiep Trong mot "the gidi phang" vdi cudc each mang khoa hgc cong nghe tien nhanh nhu vu bao, thi mdi trudng cong nghe cd anh hudng rat ldn den chien luge ciia doanh nghiep Thay ddi cong nghe cho phep tao hang loat san pham mdi vdi tinh nang, chat lugng vugt troi chi mot dem, nhung cung chinh nhung thay ddi cong nghe se lam cho nhung san pham hien huu bi lac hau, thai hdi cung chi sau mot dem GVHD: Bui Cao Nhan SVTH: Nguyen Thuy An 58 package connectDB; import java.sql.Connection; import java.sql.DriverManager; import java.sql.SQLException; public class ConnectDB { public static Connection = null; private static ConnectDB instance = new ConnectDB(); public static ConnectDB getInstance() { return instance; } public void connect() throws SQLException { String url = "jdbc:sqlserver://localhost:1433;database name=QLNVIEN"; String user = "sa"; String pw = "123"; = DriverManager.getConnection(url, user, pw); if(con != null) { System.out.println("thanh cong"); } Hoan thien cdc hoat dong Marketing mix o Cong ty PepsiCo Viet Nam chi nhdnh Can Tho' } public void disconnect() { if(con != null) { try { con.close(); } catch (Exception e) { // TODO: handle exception e.printStackTrace(); } } } public static Connection getConnection() { return con; Nhu vay, sir thay ddi cong nghe bao gdm ca sang tao va huy diet, dem den ca } } hoi va nguy co PepsiCo Viet Nam la mot doanh nghiep cd 100%vdn dau tu tu nude ngoai tu nam 2005, chinh vi the khong phai mat chi phi chuyen giao cong nghe ma cong nghe ciia doanh nghiep da la cong nghe tien tien nhat dugc nhap true tiep tir My, nhung mat khac doanh nghiep lai phai lo lang ve dao tao nguon nhan luc nude hieu qua de su dung dugc cong nghe va van de dau tu cho nguyen lieu dau vao Vdi uu the la doanh nghiep cd vdn ldn de dau tu cho nguyen lieu dau vao cd cong nghe tien tien Vi the chat lugng san pham dau cd sue canh tranh manh va cd kha nang Ian at cac san pham ndi dia Ddi thii ldn nhat ciia PesiCo tai thi trudng Viet Nam hien la Cocacola Vdi nhung dinh hudng chien luge Marketing va cong nghe cung khong kem nhung hien tai Viet Nam PepsiCo dang tarn thai chiem uu the, chiem thi phan cao hon so vdi Cocacola 3.1.1.5 Moi truong chinh trj va phap luat Mdi trudng chinh tri va phap luat chua dung nhung tin hieu va mam mong cho sir thay ddi ciia mdi trudng kinh doanh Nhung bien ddng phuc tap mdi trudng chinh tri va phap luat se tao nhung co hoi va rui ro ddi vdi cac doanh nghiep Viec nha nude ta thuc hien chinh sach dn dinh mdi trudng chinh tri va "Viet Nam muon la ban ciia tat ca cac nude" la mot dieu kien thuan lgi cho hoat ddng ciia cac doanh nghiep Nam 1986, nen kinh te Viet Nam md ciia, chuyen tir nen kinh te bao cap sang kinh te thi trudng da tao dieu kien cho cac doanh nghiep va ngoai nude hgp tac kinh te Mot nen chinh trj dn djnh da thu hut cac nha dau tu thai gian qua Cac chii truong duong ldi - chinh sach ciia Dang va Nha nude ta dang cang tao dieu kien cho cac doanh nghiep chu ddng, sang tao hon kinh doanh va san xuat, md rong thi trudng Chii truong md ciia thj trudng, hoi nhap kinh te quoc te sau rdng: Sau nam, viec gia nhap WTO da dua lai nhung tac ddng tich cue cho nen kinh te ndi chung va hoat ddng san xuat kinh doanh ciia cac doanh nghiep ndi rieng Cu the, Viet Nam gia nhap WTO: Tao mdi trudng canh tranh binh dang kinh doanh giua cac phan kinh te Khi gia nhap vao WTO va cam ket thuc hien cac nguyen tac tu hda thuong mai giua cac phan kinh te, giua nude va nude ngoai, Viet Nam se phai cai each manh hon cac GVHD: Bui Cao Nhan SVTH: Nguyen Thuy An 59 package connectDB; import java.sql.Connection; import java.sql.DriverManager; import java.sql.SQLException; public class ConnectDB { public static Connection = null; private static ConnectDB instance = new ConnectDB(); public static ConnectDB getInstance() { return instance; } public void connect() throws SQLException { String url = "jdbc:sqlserver://localhost:1433;database name=QLNVIEN"; String user = "sa"; String pw = "123"; = DriverManager.getConnection(url, user, pw); if(con != null) { System.out.println("thanh cong"); } Hoan thien cdc hoat dong Marketingmix o Cong ty PepsiCo Viet Nam chi nhdnh Can Tho } public void disconnect() { if(con != null) { try { con.close(); } catch (Exception e) { // TODO: handle exception e.printStackTrace(); } } } public static Connection getConnection() { luat le cho phu hgp vdi thdng le chung ciia quoc te Qua tao mdi trudng kinh doanh binh dang va thdng thoang cho mgi phan kinh te return con; } } Cho thay chii truong md cua va chinh sach day manh hdi nhap kinh te quoc te ciia nha nude da tao mdi trudng phat trien thuan lgi cho doanh nghiep Di kem vdi nhung thuan lgi la ap lire tir cac ddi thii canh tranh ldn hon He thdng cong cu chinh sach ciia nha nude cd tac ddng ldn den hoat ddng Marketing nhu: chinh sach thue, chinh sach tai chinh chinh sach tien te Cac chinh sach thudng xuyen dugc sua ddi va bd sung cho phu hgp vdi sir phat trien ciia nen kinh te Do do, deu tac ddng tich cue hoac kim ham den sir phat trien ciia doanh nghiep Cu the, nam 2010, dau nam Chinh phii thuc hien chinh sach tien te ndi long, tang cung tien cho nen kinh te thdng qua gdi kich cau thu 2, tiep ndi gdi kich cau thu nhat vao nam 2008 (da rat hieu qua) - nhien, gdi kich cau khong mang lai hieu qua nhu mong dgi, tuc la day nhanh tdc phuc hdi ciia nen kinh te ma lai gay lam phat tang cao, ty gia VND/USD giam, gia vang tang cao ki luc chi sd CPI nhung thang cudi nam 2010 tang den hon 10% De kiem che lam phat va binh dn gia ca, chinh phii ap dung chinh sach tien te that chat vao cudi nam 2010 va dau nam 2011 Cac chinh sach tai chinh nhu han che tang trudng tin dung, cam giao dich mua ban ngoai te tu va luu thdng vang mieng nham dn dinh kinh te vT md ddng thai cung tac ddng khong nhd den hoat ddng san xuat kinh doanh cua cac doanh nghiep Co che dieu hanh ciia chinh phii: Tinh hieu luc ciia phap luat d Viet Nam hien nhin chung chua cao Bang chung la he thdng cac van ban phap luat chua chat che nhieu ke hd ; che tai xii phat chua manh me va cd tinh ran de: he thdng hanh chinh cong kenh va lam viec chua hieu qua va nhanh ggn Trong nhung nam gan day, Chinh phii va Quoc hdi da cd nhieu no luc cai to bd may va ca che dieu hanh, hieu qua da thay ro vdi mot vai vi du nhu: co che toan mot ciia, rut ngan thai gian cac thu tuc hanh chinh rudm ra, sua ddi va bd sung cac dieu luat kinh te phu hgp hon vdi tinh hinh thuc te, nang mii'c xii' phat vdi cac hanh vi vi pham va gian Ian kinh doanh thuong mai Nhung ddng thai ciia Chinh phii gdp phan tang tinh hieu luc thi hanh phap luat d Viet Nam da gdp phan tao mot mdi trudng kinh doanh lanh manh, minh bach, hieu qua va cong bang hon cho cac doanh nghiep Tao thuan lgi cho Pepsico Viet Nam ndi rieng va cac doanh nghiep ndi chung phat trien dn dinh GVHD: Bui Cao Nhan SVTH: Nguyen Thuy An 60 package connectDB; import java.sql.Connection; import java.sql.DriverManager; import java.sql.SQLException; public class ConnectDB { public static Connection = null; private static ConnectDB instance = new ConnectDB(); public static ConnectDB getInstance() { return instance; } public void connect() throws SQLException { String url = "jdbc:sqlserver://localhost:1433;database name=QLNVIEN"; String user = "sa"; String pw = "123"; = DriverManager.getConnection(url, user, pw); if(con != null) { System.out.println("thanh cong"); } Hoan thien cdc hoat dong Marketing mix o Cong ty PepsiCo Viet Nam chi nhdnh Can Tho' } public void disconnect() { if(con != null) { try { con.close(); } catch (Exception e) { // TODO: handle exception e.printStackTrace(); } } } public static Connection getConnection() { return con; 3.1.1.6 Van hoa xa hoi } } Theo dinh nghTa cua UNESCO thi "Van hda bao gdm tat ca nhung gi lam cho dan tdc khac vdi dan tdc khac, tir nhung san pham tinh vi hien dai nhat cho den tin ngudng, phong tuc, tap quan ldi sdng va lao ddng" Cd the hieu van hda la tdng the phiic hgp nhung gia trj vat chat va tinh than ngudi kien tao nen bao gdm cac yeu to: ngdn ngu, ton giao, gia trj va thai do, each cu xu va phong tuc, cac yeu to vat chat, tham my va giao due Cung giong nhu nhung thay ddi mdi trudng kinh , mdi trudng chinh trj - phap luat, nhung thay ddi mdi trudng van hda xa hdi tao rat nhieu co' hdi va nguy co cho cac doanh nghiep Mot nhung thay ddi ve van hda - xa hdi la ngudi dan cang quan tarn nhieu hon den van de mdi trudng va sue khoe Chinh su thay ddi da dat nhung tieu chuan cao ve ve sinh an toan thuc pham, bao ve mdi trudng, mdi sinh, ddi hdi truy suat nguon gde san pham, day la thach thiic hon cho cac doanh nghiep kinh doanh nganh che bien thuc pham, nhat la ddi vdi nude giai khat Ngay nay, ngudi ta cd xu hudng ua chuong nhung loai thuc uong bd duong, cd nguon goc tu thien nhien nhu: nude ep cam, tao, bi dao cd tac dung bd sung vitamin va lam mat co the Dac biet bien gidi tre hien la tarn ly tieu dung theo sd ddng, trao luu Hiphop, du lich bald, Viet Nam la nude cd dan sd tre, vi the xu hudng tren se lam thay ddi dang ke quy md nhu cau va thi hieu tieu dung ciia thj trudng Ddi vdi PepsiCo Viet Nam - mot doanh nghiep chuyen cung ung thuc pham che bien ddng gdi va nude giai khat ddng chai - thi viec danh gia cac hien tugng van hda xa hdi, dac biet la cua xu hirdng gidi tre Viet Nam hien cd y nghla rat ldn, dieu cang cd y nghTa hon Slogan ciia Pepsi "Su lua chgn cua the he mdi" cho thay nhom khach hang trgng tarn ma Pepsi hirdng den la gidi tre 3.1.2 Moi truong vi mo Sir cong ciia Marketing se ddi hdi lam viec gan gui vdi cac bd phan khac ciia cong ty, cac nha cung ung, cac trung gian Marketing, cac khach hang, ddi thu canh tranh va cong chiing Tat ca nhung yeu to ket hgp vdi cung vdi cong ty tao mang ludi cung ung gia trj ma chiing ta ggi la md trudng vi md Ngudi lam marketing phai nghien cuu cac nhan to de luong nhan thiic diing dan va kjp thai nhung tac ddng nhung thay ddi ciia chiing den hoat ddng ciia to chuc tren co sd phat trien nhung chien luge chien thuat ddi phd mot each linh hoat 3.1.2.1 Doi thu canh tranh tiem nang Ddi thii canh tranh tiem nang la nhung ddi thii canh tranh cd the se tham gia thj trudng tuong lai hinh nhung ddi thii canh tranh mdi Khi ddi GVHD: Bui Cao Nhan SVTH: Nguyen Thuy An package connectDB; import java.sql.Connection; import java.sql.DriverManager; import java.sql.SQLException; public class ConnectDB { public static Connection = null; private static ConnectDB instance = new ConnectDB(); public static ConnectDB getInstance() { return instance; } public void connect() throws SQLException { String url = "jdbc:sqlserver://localhost:1433;database name=QLNVIEN"; String user = "sa"; String pw = "123"; = DriverManager.getConnection(url, user, pw); if(con != null) { System.out.println("thanh cong"); } Hoan thien cdc hoat dong Marketing mix o Cong ty PepsiCo Viet Nam chi nhdnh Can Tho } public void disconnect() { if(con != null) { try { con.close(); } catch (Exception e) { // TODO: handle exception e.printStackTrace(); } } } public static Connection getConnection() { return con; thii canh tranh mdi xuat hien se khai thac nhung nang luc san xuat mdi, gianh lay } } thj phan gia tang ap lire canh tranh nganh va lam giam lgi nhuan ciia doanh nghiep Va mot nguon rao can rat quan trgng, khong the khong nhac den nghien cuu mdi trudng vi md la chinh sach ciia chinh phii Trong nganh nude giai khat, nguy ca nhap nganh la khong it I lien nay, cac loai nude giai khat rat da dang, it cd sir khat biet ve san pham, kenh phan phdi thi rong khap, dau dau cung cd noi ban nude giai khat: quan cafe, quan an, tiem tap hda, nha hang, sieu thj va ca cac "quan cdc" le duong Mot rao can gay khd de gia nhap nganh nude giai khat la Luat ve sinh an toan thuc pham va y thuc ciia ngudi su dung Ngudi tieu dung cang quan tarn va canh giac vdi cac loai nude giai khat mdi vi thudng xuyen cd tin tuc ve cac san pham gia tren thi trudng 3.1.2.2 Khach hang Khach hang la ddi tugng phuc vu ciia doanh nghiep va la nhan to tao nen thi trudng Ap lire tir phia ngudi mua tdi tai dudi hai dang: ddi giam gia hoac mac ca de cd chat lugng san pham/djeh vu tot hon Chinh dieu lam cho ddi thii canh tranh hien huu ehdng lai va lam suy giam muc lgi nhuan ciia nganh Nude giai khat ndi chung va PepsiCo ndi rieng khong cd nhieu sir khac biet vi nude giai khat rat da dang tren thj trudng Ngudi mua cd rat nhieu sir lira chgn Tren thj trudng nude giai khat dang tinh the cung ldn han cau, ddng thai vdi thai dai cong nghe thdng tin hien nay, ngudi mua de dang tim hieu thdng tin ve gia ca va chat lugng nude giai khat thi sue manh cua khach hang ldn, sue ep vdi doanh nghiep va de dga giam lgi nhuan Sir trung cua khach hang: Khach hang ciia PepsiCo chu yeu la gidi tre, long trung khong cao Hg thudng thay ddi sd thich, thoi quen mua sam nham the hien sir tre trung, nang ddng va khong ldi thai 3.1.2.3 Nha cung cap De nang cao hieu qua hoat ddng, PepsiCo da phat trien mdi quan he dai han vdi cac nha cung cap, dua vao hoat ddng cac nha may san xuat mdi va ky thuat kho hang de tiet kiem chi phi 3.1.2.4 Doi thii canh tranh Ddi thii canh tranh la nhung ddi thii kinh doanh mac hang/djeh vu cung loai vdi doanh nghiep Ddi thii canh tranh chia se thj phan vdi doanh nghiep va cd the vuon len neu cd vi the canh tranh cao hern GVHD: Bui Cao Nhan SVTH: Nguven Thiiy An 62 package connectDB; import java.sql.Connection; import java.sql.DriverManager; import java.sql.SQLException; public class ConnectDB { public static Connection = null; private static ConnectDB instance = new ConnectDB(); public static ConnectDB getInstance() { return instance; } public void connect() throws SQLException { String url = "jdbc:sqlserver://localhost:1433;database name=QLNVIEN"; String user = "sa"; String pw = "123"; = DriverManager.getConnection(url, user, pw); if(con != null) { System.out.println("thanh cong"); } Hoan thien cdc hoat dong Marketing mix o Cong ty PepsiCo Viet Nam chi nhdnh Can Tho' } public void disconnect() { if(con != null) { try { con.close(); } catch (Exception e) { // TODO: handle exception e.printStackTrace(); } } } public static Connection getConnection() { return con; Bang 3.2: Cac nhan hang cua PepsiCo va doi thii canh tranh } } Nganh hang CSD (nude ngot cd gas) PEPSI TAN HIEP COLA PHAT Pepsi 7up Coca Mirinda dau Fanta cam Mirinda xj Soda (6000d) Sting dau Sting vang Fanta xj Soda(>4000d) LAVIE Sprite Samurar dau Twister Samurar vang Teppy (6000d/lchai) Aquafina Dasani NCB (nude ngot khong gas) COCA- Tra xanh Number Lavie Tra xanh lipton Real leaf Odo (Nguon: Tong hop tiePhong Marketing PepsiCo-CT vd thuc te tiethi trwdng) Ddi thii canh tranh sd mot cua PepsiCo tai thj trudng Viet Nam cung nhu tren toan the gidi la CocaCola Khach hang muc tieu cua Pepsi va Coca Cola deu la gidi tre Trong nganh kinh doanh nude giai khat cd gas, Pepsi va Coca Cola cd: - Cung danh muc san pham la cac loai nude nggt cd ga vdi cac huong vj cola, cam, chanh, dau , (cac nhan hieu canh tranh cua Coca Cola la: Coca-Cola cd dien Co-Cola it gas, Sprite, Fanta, Coca-Cola huong Vani, Coca-Cola huong anh dao, Barq, Mello Yello, nude sudi Dasani, va ca mot ddng soda Minute Maid, nude trai cay tuoi, va nude trai cay ddng hop ) - Gia ca tuong duong chien luge phan phdi tuong tir (sir dung kenh phan phdi da cap do, dua san pham rdng rai tren toan thj trudng Viet Nam, tdi tan tay ngudi tieu dung) Sir canh tranh giua Coke va Pepsi chi la sir canh tranh cua cac chuong trinh xuc tien hdn hgp, mac du vay ca cac chuong trinh xiic tien ciia hai hang ddi cung theo kieu "an mieng tra mieng" Sir canh tranh giua Pepsi va Coca Cola nhieu nam qua da trd mot cudc canh tranh dien hinh giira hai nhan hieu, no dugc goi la "cuoc chien cola" 3.1.2.5 San pham thay the San pham thay the la nhung san pham khac ve ten goi va phan nhung dem lai cho ngudi tieu dung nhung tinh nang, lgi ich tuong duong nhu san pham ciia doanh nghiep Sir xuat hien ciia san pham thay the cd the dan tdi nguy co lam giam gia ban hoac sut giam lgi nhuan ciia doang nghiep Trong nganh kinh doanh nude giai khat, sir canh tranh dien quyet liet cd rat nhieu cac ddi thii canh tranh Mot san pham phai thudng xuyen ddi mat SVTH: Nguyen Thiiy An GVHD: Bui Cao Nhan 63 package connectDB; import java.sql.Connection; import java.sql.DriverManager; import java.sql.SQLException; public class ConnectDB { public static Connection = null; private static ConnectDB instance = new ConnectDB(); public static ConnectDB getInstance() { return instance; } public void connect() throws SQLException { String url = "jdbc:sqlserver://localhost:1433;database name=QLNVIEN"; String user = "sa"; String pw = "123"; = DriverManager.getConnection(url, user, pw); if(con != null) { System.out.println("thanh cong"); } Hoan thien cdc hoat dong Marketing mix d Cong ty PepsiCo Viet Nam chi nhdnh Can Tho } public void disconnect() { if(con != null) { try { con.close(); } catch (Exception e) { // TODO: handle exception e.printStackTrace(); } } } public static Connection getConnection() { vdi rat nhieu san pham thay the khac Khach hang cd nhieu ca hdi lua chgn va nhung san pham lai thudng khdng cd sir khac biet ldn, khach hang cd the de dang chuyen tir san pham sang san pham khac, vay cac cong ty phai luon cd gang no luc khdng ngung return con; } } Sd lugng san pham thay the tren thj trudng nude nggt ndi rieng va thj trudng nude giai khat ndi chung se cang gia tang, do sir de dga ddi vdi cac san pham hien cd cung theo tang len Tuy nhien xu hudng tieu dung lai hudng vao nhung sd thich rieng, hay phong each rieng, dac biet la d gidi tre khach hang chii yeu ciia cac san pham nude nggt Hg cd the tieu dung san pham khdng chi vi chat lugng hay gia ca san pham, no cd the la sir the hien ca tinh rieng ciia mdi ngudi Dieu vua la co hdi, vua cd the la rui ro cho cac edng ty nganh Nhung edng ty tao dung dugc hinh anh rieng cho minh se la edng ty chien thang GVHD: Bui Cao Nhan SVTH: Nguyen Thiiy An 64 package connectDB; import java.sql.Connection; import java.sql.DriverManager; import java.sql.SQLException; public class ConnectDB { public static Connection = null; private static ConnectDB instance = new ConnectDB(); public static ConnectDB getInstance() { return instance; } public void connect() throws SQLException { String url = "jdbc:sqlserver://localhost:1433;database name=QLNVIEN"; String user = "sa"; String pw = "123"; = DriverManager.getConnection(url, user, pw); if(con != null) { System.out.println("thanh cong"); } Hoan thien cdc hoat dong Marketingmix o Cong ty PepsiC 'o Viet Nam chi nhdnh Can The } public void disconnect() { if(con != null) { try { con.close(); } catch (Exception e) { // TODO: handle exception e.printStackTrace(); } } } public static Connection getConnection() { return con; } } 3.2 GIAI PHAP MARKETING - PHAN TICH SWOT Co hoi (O) Nhu cau tieu dung ldn thu nhap cang tang Cong nghe phat trien nhanh va hien dai Cd nhung nha cung img ldn, cd uy tin De doa (T) San pham thay the da dang Xu hudng tieu dung thay ddi, khach hang lua chgn san pham vi sue khoe Khach hang cang ddi hdi cao va da dang ve chat luong va mau ma san pham Ap luc tir cac ddi thii canh tranh la rat ldn Diem manh (S) Pepsi cd thi phan va chd diing kha vung chac tren thi trudng Pepsi gan lien vdi phong each tre trung, luon but phala san pham danh cho gidi tre Ddi ngu quan li giau kinh nghiem va linh hoat Mang ludi ban hang rong knap Ket hop S-O Si+Oij: ciing cd va md rong thj trudng S2+ 02,3,6: c^i tien s^n pham phu hgp vdi nhu cau gidi tre S5 6+0] huan luyen ddi ngu sales nham tang nang suat ban hang Canh tranh khdng lanh manh hang gia ,hang nhai Ket hop S-T S12 + T2.3: day manh edng tac nghien cuu thj trudng: phat trien san pham mdi S4.5.6+ T4?: nang cao cao chat lugng san pham, tang cuong cong tac ban hang va marketing Co nhieu hinh thuc khuyen mai,djch vu cham sdc khach hang tot De dang tiep can edng nghe hon so vdi cac ddi thii khac Diem yeu (W) San xuat khdng kjp cung ung san lugng tieu thu suat san xuat, du tru ton Ket hop W-T W| 7+O2.3: giu chan khach hang bang mdi quan he hien manh kho cd Ket hop W-O W1+O2.3: nang cao nang Viec thuc hien to chuc marketing chua that sir xuat sac Mot sd nhan vien chua that sir het long vdi edng viec SVTH: Nguyen Thiiy An GVHD: Bui Cao Nhan 65 package connectDB; import java.sql.Connection; import java.sql.DriverManager; import java.sql.SQLException; public class ConnectDB { public static Connection = null; private static ConnectDB instance = new ConnectDB(); public static ConnectDB getInstance() { return instance; } public void connect() throws SQLException { String url = "jdbc:sqlserver://localhost:1433;database name=QLNVIEN"; String user = "sa"; String pw = "123"; = DriverManager.getConnection(url, user, pw); if(con != null) { System.out.println("thanh cong"); } Hoan thien cdc hoat dong Marketing mix o Cong ty PepsiCo Viet Nam chi nhdnh Cdn Tho } public void disconnect() { if(con != null) { try { con.close(); } catch (Exception e) { // TODO: handle exception e.printStackTrace(); } } } public static Connection getConnection() { return con; } } CHUONG HOAN THIEN CAC HOAT DONG MARKETING MIX CONG TY PEPSICO VIET NAM 4.1 TAM NHIN VA MUC TIEU CHIEN LUOC DEN NAM 2015 ♦ Tarn nhin: Trd nha phan phdi hang dau tai ddng bang Sdng Cuu Long qua cac phuong phap mdi de tim kiem ngudi tieu dung mdi nhung khu vuc khac de tang doanh sd ban hang va tang thj phan ♦♦♦ Muc tieu chien lucre: Phat trien md rdng loai san pham bang viec gidi thieu mui vj mdi Mui vj thay ddi theo mua da thda man dugc nhu cau ciia khach hang cac khu vuc khac Viec md rdng khdng chi la mui vj mdi ma cdn cd ca san pham mdi Tao san pham mdi va tao phan khiic an nhe de dap ung nhu cau khach hang Md thj trudng mdi qua bao gdi va phan phdi Vi du : Khoai tay ran dugc ddng hop, va dugc ban chu yeu qua cac cua hang Md rdng viec ban hang thdng qua viec phat trien cac san pham mdi va cac djch vu cham sdc nhom khach hang khac Cac san pham mdi ke den nhu la Diet Pepsi, Snack Khoai tay Poca cao cap Twister mui mdi 4.2 SU MENH CUA PEPSICO-CT TAI DONG BANG SONG CUU LONG CUNG NHU TAI VIET NAM Sir menh cua PepsiCo-CT la "Trd cong ty hang dau ve san xuat hang tieu dung, tap trung chii yeu vao thuc pham tien dung va nude giai khat Chiing tdi khdng ngirng tim kiem va tao cac hieu qua tai chanh lanh manh cho cac nha dau tu, tao co hdi phat trien va dem lai nhieu lgi ich kinh te cho nhan vien, cac ddi tac kinh doanh va edng ddng noi chiing tdi hoat ddng Chiing tdi luon phan dau hoat ddng tren co sd trung thuc, cong bang va chinh true mgi hanh ddng cua minh" 4.3 MUC TIEU DEN NAM 2015 Den nam 2015, PepsiCo-CT tri vj the dan dau nganh hang Nude Giai khat cd vdng quay nhanh nhat va dugc ngudi tieu dung yeu thich nhat tai ddng bang sdng Ciiu Long GVHD: Bui Cao Nhan SVTH: Nguyen Thiiy An 66 package connectDB; import java.sql.Connection; import java.sql.DriverManager; import java.sql.SQLException; public class ConnectDB { public static Connection = null; private static ConnectDB instance = new ConnectDB(); public static ConnectDB getInstance() { return instance; } public void connect() throws SQLException { String url = "jdbc:sqlserver://localhost:1433;database name=QLNVIEN"; String user = "sa"; String pw = "123"; = DriverManager.getConnection(url, user, pw); if(con != null) { System.out.println("thanh cong"); } Hoan thien cdc hoat dong Marketing mix o Cong ty PepsiCo Viet Nam chi nhdnh Cdn Tho' } public void disconnect() { if(con != null) { try { con.close(); } catch (Exception e) { // TODO: handle exception e.printStackTrace(); } } } public static Connection getConnection() { return con; *V Nhan hieu : } } Ngudi tieu dung danh gia mot nhung nhan hieu cua edng ty thudc ve nhom mat hang dugc ua thich nhat Bat cu nao ngudi tieu dung nghi ve nhan hieu tot la nghi" den nhan hieu ciia PesiCo *l* Nha cung cap : Chiing ta phai trd mot ba nha cung cap hang dau d Viet Nam, bao dam cung cap diing hang hda, diing noi va diing luc ♦t* Nha tuyen dung : Cong ty phai lam cho mgi vien lu hao ve khdng va mdi trudng lam viec lanh manh, cung nhu ve cac chinh sach edng bang ciia minh Tir mgi ngudi yeu thich lam viec cho cong ty 4.4 CAC GIAI PHAP HOAN THIEN MARKETING MIX PEPSICO-CT 4.4.1 Ve chat luong san pham Luon luon chii trgng van de ve viec dam bao an toan ve sinh thirc pham tranh tinh trang hang het han su dung luu thdng tren thj trudng Thudng xuyen kiem tra, lam ve sinh cac bdn chua nude, kho nguyen vat lieu de dam bao dugc chat lugng nguyen vat lieu ♦> Cai tien bao bi san pham Cai tien bao bi san pham: nay, thu nhap ngudi tang, muc sdng dugc nang len tung ngay, keo theo nhu cau tieu dung cang tang ca ve sd lugng Ian chat lugng Trong cd ca nhu cau ve tham my Khi mua cung mot loai nude giai khat gia sir san pham ddng nhat ve gia ca, chat luong, edng dung thi khach hang se chgn loai nao cd kieu dang bat mat hon Vi vay, cai tien bao bi cho phu hgp vdi tung loai san pham va hap dan dugc khach hang la het sue quan trgng ♦ Phat trien san pham mdi: Chien luge phat trien san pham mdi cua PepsiCo luon dugc Cong ty chii trgng Khi mot san pham het chu ky sdng thi cd san pham mdi bd sung vao nham da dang hda ddng san pham nude giai khat ciia minh ddng thoi de tri sue canh tranh tren thj trudng De xuat: san pham nude tang luc mdi: dua tren co sd thuc te ciia ngudi tieu dung udng san pham Sting, Khach hang thudng udng Sting kem theo su'a bd, vay PesiCo nen khai thac each thudng thuc nude tang luc khau vj mdi Nham thda man nhu cau khach hang, ddng thoi de ndi tiep ddng san pham Sting, PepsiCo nen nghien cuu de cho ddi san pham Sting dau sua Thanh phan gdm GVHD: Bui Cao Nhan SVTH: Nguyen Thuy An 67 package connectDB; import java.sql.Connection; import java.sql.DriverManager; import java.sql.SQLException; public class ConnectDB { public static Connection = null; private static ConnectDB instance = new ConnectDB(); public static ConnectDB getInstance() { return instance; } public void connect() throws SQLException { String url = "jdbc:sqlserver://localhost:1433;database name=QLNVIEN"; String user = "sa"; String pw = "123"; = DriverManager.getConnection(url, user, pw); if(con != null) { System.out.println("thanh cong"); } Hoan thien cdc hoat dong Marketing mix o Congty PepsiCo Viet Nam chi nhdnh Can Tho } public void disconnect() { if(con != null) { try { con.close(); } catch (Exception e) { // TODO: handle exception e.printStackTrace(); } } } public static Connection getConnection() { ket hgp huong vj Sting dau va sua bd nguyen chat Va day cung la huong vj hoan return con; } } toan mdi - khac biet so vdi ddi thu canh tranh 4.4.2 Cac giai phap ve gia Ngay nay, khach hang lua chgn san pham vi sue khoe nhung mac hang nude giai khat rat nhay cam ve gia Khach hang se khdng mua san pham gia ca ciia no cao hon cac san pham cung loai Neu djnh gia thap, khach hang se nghi ngd ve chat lugng san pham cdn neu djnh gia cao thi khach hang se so sanh vdi cac san pham khac Vi vay, viec djnh gia dua tren chat lugng san pham va ddi thii canh tranh la giai phap dua gia ca hgp ly tinh hinh kinh te - xa hdi hien 4.4.3 Cac giai phap ve phan phoi Cong ty can tang cudng quan ly chat che hon ve cac tuyen ban hang de tranh tinh trang ban hang vuot tuyen Thudng xuyen huan luyen nhan vien xu ly cac tinh hudng khach hang tir chdi ban hang Ddi vdi kenh ban hang true tiep: + Nhan vien ban hang true tiep tir nha may: huan luyen nhan vien ban hang ky cang, thuc hien chien luge ban hang den cac noi vung sau vung xa, noi chua cd nha phan phdi ciia Chi nhanh Vdi giai phap nay, PepsiCo-CT se canh tranh true tiep vdi chien luge ban hang du kich ciia Coca Cola + Ddi vdi kenh ban hang hien dai: Chi nhanh dac biet quan tarn den kenh phan phdi Khach hang ciia kenh phan phdi cd thu nhap cao hon muc binh thudng Nen viec chgn lua san pham cung yeu cau cao hon ve chat luong va djch vu sau ban hang Ddi vdi kenh ban hang day du: + Day manh chinh sach ban hang ddi vdi nha phan phdi vi day la trung gian phan phdi chii yeu ciia Chi nhanh Hd trg nha phan phdi cac chuong trinh ban hang giup nha phan phdi day hang hda thi truong ddng thoi tri thuc hien chinh sach rieng cho nha phan phdi nhu giai thudng danh cho nha phan phdi cd san lugng tieu thu cao nhat nam nhu hien tai Chi nhanh dang thuc hien + Ddi vdi dai ly cap 1: tang cudng chinh sach uu dai cho cac dai ly ddc quyen Khdng nen khuyen khich dai ly cap lay hang tu nha may Vi nhu vay se gay ehdng cheo cho he thdng kenh phan phdi GVHD: Bui Cao Nhan SVTH: Nguyen Thiiy An 68 package connectDB; import java.sql.Connection; import java.sql.DriverManager; import java.sql.SQLException; public class ConnectDB { public static Connection = null; private static ConnectDB instance = new ConnectDB(); public static ConnectDB getInstance() { return instance; } public void connect() throws SQLException { String url = "jdbc:sqlserver://localhost:1433;database name=QLNVIEN"; String user = "sa"; String pw = "123"; = DriverManager.getConnection(url, user, pw); if(con != null) { System.out.println("thanh cong"); } Hoan thien cdc hoat dong Marketing mix o Cong ty PepsiCo Viet Nam chi nhdnh Can Tho } public void disconnect() { if(con != null) { try { con.close(); } catch (Exception e) { // TODO: handle exception e.printStackTrace(); } } 4AA Cac giai phap ve chieu thi - co dong ♦ } public static Connection getConnection() { return con; } } Quang cao: Trong thoi diem hien tai, tai Viet Nam, tivi van la phuong tien truyen thdng hieu qua ddi vdi ngudi dan bdi muc phd bien va kha nang truyen dat thdng tin mot each true quan ciia nd Trong thj trudng nude giai khat dang cd sir canh tranh quyet Het nhat tir trudc tdi nay, thi viec tang tan suat quang cao la dieu phai lam de dam bao khach hang luon nhd tdi Pepsi va thdng tin tdi cho nhung khach hang mdi, neu khdng thi Pepsi se bj de bep duoi nui thdng tin quang cao tu cac nhan hang nude giai khat khac.Tang cudng sir xuat hien cac poster, billboard, banner, v.v de tac ddng vao vd thuc cua khach hang Internet la dieu khdng the bd qua hoat ddng quang cao, Pepsi can phai chii y tdi each ma Internet dang Ian tda gidi tre Viet Nam d§ cd the tan dung khai thac tdi da lgi ich tu Internet, nhu la: tang cudng cac quang cao tren internet, tham vao cac mang xa hdi nhu Facebok, Twitter, Zing Me, My space hoac cac dien dan ndi tieng nhu Vozforum,gamethu, v.v de cd sir tuong tac nhanh ehdng giua Pepsi va gidi tre Su dung Internet nhu edng cu truyen tai thdng tin chinh cho gidi tre ♦♦♦ Khuyen mai: Ddi vdi ngudi tieu dung: tri cac chuong trinh khuyen mai hien ed Ngudi tieu dung Viet Nam cd tarn ly thich hang tang, giam gia, vi vay cac chuong trinh se tac ddng cd hieu qua doi vdi khach hang, nhat la khach hang tre tudi Tuy nhien, cung khdng nen lam dung hinh thuc khuyen mai qua nhieu se khien khach hang dgi khuyen mai thi mua nhieu ve du tru, den khdng ed chuong trinh khuyen mai thi khdng mua hang De xuat: Chuong trinh khuyen mai dau nam hgc, tang kem tap mua san pham; suu tarn nap chai ddi viet Pepsi Ddi vdi nha phan phdi: giai thudng nam danh cho nha phan phdi tieu thu san lugng nhieu nhat ♦♦♦ Chao hang ca nhan: Ddi vdi marketing hang tieu dung thi edng cu it dugc sir dung Tuy nhien, PepsiCo nen dung hinh thuc theo mot tan suat nhat djnh Nhat la cd san pham mdi, chao hang ca nhan la mot edng cu Marketing huu hieu ♦ Tuyen truyen: Tuyen truyen la mot edng cu Marketing hieu qua hien Pepsi nen tiep tuc tri cac chuong trinh Marketing kem theo la ndi dung tuyen truyen nhu: chuong trinh "Udng chai sanh dieu - Gdp xanh mdi truong", tai trg hgc hgc sinh - sinh vien GVHD: Bui Cao Nhan SVTH: Nguyen Thuy An 69 package connectDB; import java.sql.Connection; import java.sql.DriverManager; import java.sql.SQLException; public class ConnectDB { public static Connection = null; private static ConnectDB instance = new ConnectDB(); public static ConnectDB getInstance() { return instance; } public void connect() throws SQLException { String url = "jdbc:sqlserver://localhost:1433;database name=QLNVIEN"; String user = "sa"; String pw = "123"; = DriverManager.getConnection(url, user, pw); if(con != null) { System.out.println("thanh cong"); } Hoan thien cdc hoat dong Marketing mix o Cong ty PepsiCo Viet Nam chi nhdnh Cdn Tho } public void disconnect() { if(con != null) { try { con.close(); } catch (Exception e) { // TODO: handle exception e.printStackTrace(); } } } public static Connection getConnection() { De xuat: khach hang eiia Pepsi chii yeu la gidi tre, thudng la hgc sinh sinh vien Trong nhung khach hang hgc sinh - sinh vien lai ed them nhom khach hang yeu thich cac hoat ddng xa hdi Hang nam, hg tham gia cac chuong trinh "Tiep sue mua thi", "Mua he xanh" Vi vay chuong trinh dong hanh cung sinh vien vi lgi ich edng ddng la mot each hieu qua de tiep can ca hai doi tugng khach hang la hgc sinh - sinh vien va ngudi tieu dung noi dien cac hoat ddng xay dung hinh anh tot long khach hang return con; } } Hang nam Dai hgc Vd Trudng Toan deu to chuc hoat ddng "Mua he xanh" cac sinh vien tir phat ddng va to chiie, day la nhung sinh vien nang ddng va cd nang luc edng viec tuyen truyen PepsiCo nen lien ket vdi nha trudng, ddng hanh cung sinh vien hoat ddng "Mua he xanh" GVHD: Bui Cao Nhan SVTH: Nguyen Thiiy An 70 package connectDB; import java.sql.Connection; import java.sql.DriverManager; import java.sql.SQLException; public class ConnectDB { public static Connection = null; private static ConnectDB instance = new ConnectDB(); public static ConnectDB getInstance() { return instance; } public void connect() throws SQLException { String url = "jdbc:sqlserver://localhost:1433;database name=QLNVIEN"; String user = "sa"; String pw = "123"; = DriverManager.getConnection(url, user, pw); if(con != null) { System.out.println("thanh cong"); } Hoan thien cdc hoat dong Marketing mix o Cong ty PepsiCo Viet Nam chi nhdnh Cdn Tho } public void disconnect() { if(con != null) { try { con.close(); } catch (Exception e) { // TODO: handle exception e.printStackTrace(); } } } public static Connection getConnection() { PHAN KET LUAN VA KIEN NGHI return con; } } KET LUAN PepsiCo la Cong ty nude giai khat ldn nhat, nhi tren toan cau Thanh edng cua PepsiCo la nhd vao cac hoat ddng Marketing hieu qua PepsiCo luon di dau viec phat trien cac san pham mdi nhd vao edng nghe hien dai, dap ung nhu cau cang cao ciia khach hang Ve gia ca PepsiCo dieu chinh gia ca phu hgp vdi tung vung khac He thdng kenh phan phdi rdng khap va ddi ngu ban hang chuyen nghiep la the manh ciia PepsiCo-CT ndi rieng va PepsiCo Viet Nam ndi chung Hang nam, PepsiCo Viet Nam danh kha nhieu kinh phi cho hoat ddng Marketing PepsiCo cd ddi ngu nhan vien ban hang, quan ly rat tot nhung can phai tang cudng cong tac quan ly va dao tao de theo kjp sir phat trien ciia thj trudng Tuy nhien, mdi trudng Marketing cang thay ddi, Cong ty cung can thay ddi cac chien luge Marketing de bat kjp sir bien ddng ciia mdi trudng KIEN NGHI Ddi vdi chinh sach san pham, PepsiCo nen chii ddng cac bien phap ehdng hang gia, hang nhai Vi mot san pham nao ed hang gia ddi se lam ngudi tieu dung e ngai viec mua san pham do, tham chi hg khdng tin tudng san pham nu'a Ve chinh sach gia ca, ngudi tieu dung rat can nhac ve gia ca mua mot loai nude giai khat nao dd Vi hien tren thj trudng, nude giai khat cd rat nhieu loai khac nhau, tinh hinh that chat chi tieu nhu hien ngudi tieu dung se mua san pham nao hgp ly va khdng qua dat so vdi san pham khac cung loai Vi vay, cong ty nen chgn chien luge djnh gia theo khach hang va theo ddi thu canh tranh Ve chinh sach phan phdi, tang cudng mang ludi phan phdi den nhung vung sau ket hop chien luge phan phdi du kich Ve hoat ddng chieu thj, day manh hinh thirc tuyen truyen vdi ndi dung hudng den viec bao ve mdi trudng, hirdng den lgi ich an sinh xa hdi vi ngudi Viet Nam sdng rat tinh cam va cd tinh than edng ddng cao Ve viec ddng gdi bao bi can cho ddi cac ldc san pham Ion hoac chai pet se tien lgi hon cho khach hang Vao cac djp le Tet, tang cudng hinh thuc ddng gdi mang phong each Pepsi nham phuc vu ddi tugng khach hang mua qua Tet cho ngudi than GVHD: Bui Cao Nhan SVTH: Nguyen Thiiy An 71 package connectDB; import java.sql.Connection; import java.sql.DriverManager; import java.sql.SQLException; public class ConnectDB { public static Connection = null; private static ConnectDB instance = new ConnectDB(); public static ConnectDB getInstance() { return instance; } public void connect() throws SQLException { String url = "jdbc:sqlserver://localhost:1433;database name=QLNVIEN"; String user = "sa"; String pw = "123"; = DriverManager.getConnection(url, user, pw); if(con != null) { System.out.println("thanh cong"); } Hoan thien cdchoat dong Marketing mix a Cong ty PepsiCo Viet Nam chi nhdnh Can Tho } public void disconnect() { if(con != null) { try { con.close(); } catch (Exception e) { // TODO: handle exception e.printStackTrace(); } } } public static Connection getConnection() { return con; } } TAI LIEU THAM KHAO : Van ban phap luat Phap lenh sd 39/2011/PL - UBTVQH10 "quy dinh ve viec quang cao" ciia Uy ban Thudng vu Quoc hdi J Sach tham khao Paul R Gamble, Alan Tapp, Anthony Marsella & Merlin Stone (2005) Marketingdot pha Thanh Ho Chi Minh: Nha xuat ban tre Philip Kotler (2011) Marketing 3.0 Thanh Hd Chi Minh: Nha xuat ban tdng hop Thanh Ho Chi Minh Doan Thj Hong Van (2009) Quan tri chien luge Ha Ndi: Nha xuat ban thdng ke Luu Thanh Due Hai (2007) Marketing img dung san xuat kinh doanh thuong mai - dich vu Ha Ndi: Nha xuat ban Thdng ke Le Thai Gidi, Nguyen Xuan Lan, Vd Quang Tri, Dinh Thj Le Tram va Pham Nggc Ai (2011) Quan tri Marketing dinh huong gid tri Da Nang: Nha xuat ban Tai chinh Nguyen Thj Thanh Huyen (2005) Giao trinh Marketing can han Ha Ndi: Nha xuat ban Ha Ndi Tran Minh Dao (2009) Giao trinh Marketing can ban Ha Ndi: Nha xuat ban: Dai hgc Kinh te quoc dan f \ Cdc trang Web "Chien luge Marketing mix: Ket hgp 4P va http://zomm.eom.vn/14520-chien-luoc-marketing-mix-ket-hop-4p-va-4c/ 4C" truy cap 10/06/2012 "Dan so trung binhphan theo dia phuong" http://\vvvw.gso.gov.vn/default.aspx?tabid=387&idmid^3&ItemID^l 1503, truy cap 15/06/2012 "De bdn dugc hang can quang cao hayphan phoi" http://www.sasa vn/view.aspx?id= 1859, truy cap 25/06/2012 "Lamphat Viet Nam khong lam gi cung giam xudng" http://vneconomv.vn/2012010903555238P0C9920/lam-phat-2012-khong-lam-gicung-xuong.htm, truy cap 02/07/2012 "Lamphat 2012 mot so la "co tinh kha thi", neu " httD://vneconomv.vn/20120405Q9272556P0C9920/lam-Dhat-2012-mot-con-so- la-co-tinh-kha-thi-ncu.htm truy cap 01/07/2012 GVHD: Bui Cao Nhan SVTH: Nguyen Thiiy An 72