- H6 tr<;J khuye'n mai hfc phan ph
Ghi chu: Cac con s6 neu trong bang tren la vi dl,l cho mot DLPPDQ C\1 th€
3.4.2. Khuye'n khich, h6 tr(j cac di~m ban h~ dung t~i ch6 va mang v~ (On va Off Premise)
va Off- Premise)
Xem xet phan ph6i luon mang tinh h~ th6ng. Nhung n6 lvc phan ph6i phiH
du'cjc sv ting h9 ctia ta't ca cac thanh vien, d~c bi~t la h~ th6ng cac di~m ban
It~ On va off- premise. Vl v~y, phat tri~n h~ th6ng nay luon giua vai tro chie"n
lu'cjc trong h~ th6ng cac ho~t dong phan ph6i ctia cong ty. Hi~n t~i, cong ty da
lam vi~c kha t6t t~o lcji the" c~nh tranh d§n d~t so voi cac d6i thti. Tuy nhien, d~ co ducJc lcJi the" nay a dai h~n, cong ty cfin n6 lvc nhiSu han nua d~ khai
thac tiSm nang ra't IOn tu phan kluk thi truong nay. D~ xay dvng cac chuang
trlnh khuye"n khich ban hang c6 hi~u qu~, m9t s6 cong vi~c du'cjc thvc hi~n
Ruoc 1 Xay dlfng G.A.M.E plan (Phan ~
....
nh6m khach hang)
,
Buoc 2 Xac dinh m1,1c tieu dn d?t cho ~
tung nh6m khach hang ....
,
Buoc 3 Xay ctvng chuang trlnh phan
ph6i cho tung nh6m
,,.
Buoc 4 Tri~n khai chuang trlnh phan ph6i ae'n tung nh6m
lr
Buoc 5 Danh gia ke't qua thlfc hi~n cac chu'angtrlnh
ffinh 3.6- Chu trinh phat tri~n cac chtio'ng trinh khuye'n khich di~m ban
le On va off - premise
Buuc 1: Xay dlfng G.A.M.E plan 0 C\S u t Ta'n cong (1) (Attack) (4) Duy tri (Monitor) (2) Mdr()ng (Expand) (3) Phat tri~n (Grow)
T~o m9t rna tr~n g6m c6 2 tieu chi danh gia:
- Tn,lC tung (doanh s6 tieu thl,l): Quy m6 cua di€m ban le du'<jc do lu'ong
b~ng doanh s6 ban ra trong than g.
- Tr1,1c ho~mh (ti trQng cua VBL): Chi tieu nay phan anh muc ._dQ chia se doanh sfJ ban CUa cong ty d m6i di€m ban, du'QC do b~ng phffn tram cua lu'Qng ban cua cong ty so voi t6ng doanh s6 ban trong thang.
- E>inh vi cho m6i di€m ban le vao m9t trong 4 nh6m khach hang trong rna tr~n d\(a tren 2 tieu chi da neu.
• Nh6m 1 (Attack): Doanh s6ban cao, ti trQng cua VBL tha'p • Nh6m 2 (Expand): Doanh s6ban cao, ti trQng cua VBL cao. • Nh6m 3 (Grow): Doanh s6 ban tha'p, ti trQng cua VBL cao
• Nh6m 4 (Monitor): Doanh s6ban thffp, ti trQng cua VBL thffp.
Bztuc 2: Xac cqnh mt;~c tieu cftn d~t cho tung nh6m khach hang.
- BCii vl m6i nh6m khach hang c6 m9t d~c di€m khac nhau, d6ng vai tro chie'n lu'QC khac nhau trong chie'n lu'QC phan ph6i CUa cong ty, nen IDl,IC tieu cffn d~t cho tung nh6m khach hang cling khac nhau.
• Nh6m 1 (Attack): Quy mo ban IOn, doanh s6 ban cao nhung cong ty chi chie'm ty trQng nho trong t6ng doanh s6 ban. Do d6 m1,1c tieu a day la tffn cong gia tang ty trQng, gia tang doanh s6 ban, khai thac ti§m nang.
• Nh6m 2 (Expand): Quy mo ban IOn, ty trQng ban cua VBL cao. E>ay la nh6m khach hang chie'n lu'QC. Do d6 mvc tieu cua cong ty Ia luon giii' vii'ng ty trQng band nh6m khach hang nay.
• Nh6m 3 (Grow): Doanh s6 ban thffp nhu'ng ~y trQng cua VBL cao. M1,1c tieu cua cong ty la xay d\(ng hlnh anh nhan hi~U VOi nhung dich Vl,l ban hang d~c bi~t, cung ca'p them nhii'ng gia tri tieu dung cho khach hang.
• Nh6m 4 (Monitor): Doanh s6 ban thffp, ty trQng cua VBL tha'p. M1,1c tieu d day la duy trl tinh hi~n di~n, tinh siin sang cua san phffm d€ dap ling nhu cffu tieu th1;1 ngfru hung (impulse consumption) hay tieu th1,1 trong cac tru'ong hQp d~c bi~t (occasional consumption).
Bzt{Jc 3: Sau khi xac dinh m1;1c tieu, chung ta cffn xay d\fng chuang trlnh phan ph6i cho tung nh6m khach hang d~ d?t m1,1c tieu d6. C6 2 cong vi~c cffn lam trong bu'oc nay Ia:
* Li~t ke, tilt ca cac cong Cl,l, chu'ong trlnh pha~ ph6i rna cong_ ty c6 th~ th\(c
hi~n du'Qc, bao g6m : - Tai tr<! ti§n m~t
- V~t dvng qulmg cao CPOS)
- Qua t~ng trong cac dip d~c bi~t trong nam: Te't, 1~, sinh nh~t ... - Cac chu'dng trlnh khuye'n mai.
- Nhan vien tie'p thi.
* ChQn cac cong cv, chudng trlnh phan phO'i cho tung nh6m khach hang. Tuy theo tung nh6m rna chQn m9t vai hay tfft dt cac cong vi~c rna cong ty c6.
Bztuc 4: T6 chile tri~n khai cac chu'dng trlnh de'n tung nh6m khach hang do htc lu'<Jng ban hang dam trach.
Bztuc 5: Phan tich, danh gia ke't qua thl,l'c hi~n d~ nit ra nhung bnh nghi~m
thanh cong, ho~c c6 sv di~u chinh cho phu h<jp voi bie'n d6i cua moi tru'ong, phan ling cua ngu'oi tieu dung, cua dO'i thu q.nh tranh.
Chu trlnh nay du<;jc thl,l'c hi~n vao m6i quy. Tuy nhien, (J bu'oc 1 va buoc 2 it CO S\1' di~U chinh trong nga:n h~n, n6 thu'ong du'</C xem xet di~U chinh VaO m6i nam m9t l~n.
C~n htu y r~ng, chu trlnh nay du'</C ling dl;lng cho ca hai phan lo~i di~m
ban le chu ye'u la On va Off - premise voi trlnh tV hoan toan giO'ng nhau.
3.5. Giai pluzp 5- Xay dt;ing h~ thO'ng thu th~p, hiu trii' va xU' Iy thong tin khach hang. tin khach hang.
Day la giai phap v~ ky thu~t, la cong C\l huu ich, cung ca'p thong tin c~n
thie't phl;IC Vl,l cong tac quan ly kenh phan phO'i. C6 th~ n6i r~ng ca 4 giai phap tren se khong thl,l'c hi~n du'<;jc ho~c khong mang l~i hi~u qua cao ne'u chung ta khong c6 d~y du nhung thong tin c~n thie't.
M9t chu trinh thu th~p, xu ly thong tin bao g6m 4 bu'oc:
Bztuc 1: Xac dinh nhung thong tin c~n thie't cho quan ly kenh bao g6m cac thong tin thu th~p tu tung di~m ban cv th~.
- Ten di~m ban, dia chi, qu~n
- Phan lo~i khach hang (G.A.M.E)
- Doanh sO' tieu thl;l m6i thang (bao g6m doanh sO' cua VBL, cac dO'i thu c~nh tranh)
- Mile d9 d~u tu' (ti~n m~t; gia tri cac chuang trlnh khuye'n mai, ban ... ) - Chi phi blnh quan cho ho~t d9ng, phan phO'i.
Bztuc 2: Thie't ke' bi~u m~u thu th~p thong tin. Mtlu thu th~p phai C\l th~, don gian, d~ hi~u t~o di~u ki~n thu~n l<!i cho cong tac thu th~p, c~p nh~t thong tin.
Buac 3: Tri€n khai thu th~p thong tin do h.tc lu'Qng ban hang cua cong ty dam trach, xem day la mot cong vi<$c hang ngay rna m6i thanh vien phong tieu thl,l c6 trach nhi<$m phai hoan thanh. Di~u quan trQng la thong tin phai chinh xac va kip thai, nen y thuc trach nhi<$m cua m6i thanh vien Ia h€t sue cfrn thi€t.
Buac 4: XU' ly thong tin thu th~p. bao k€t qua se do bo ph~n thu ky'"phong tieu
th1;1 dam trach. Thong tin sau khi du'<!c xU' ly du'<!c bao cao len Giam D6c Tieu Th1;1. Cac thong tin nay cling du'Qc chia xe cho toan bQ cac Nhan Vien Tieu Th1;1 vao cu<)c hQp tieu th1;1 m6i thang.
Budc 1 Xac ainh nhii'ng-th6ng tin dn thiet cho qmln ly kenh ~
,,
Budc2 Thiet ke bi€u mftu thu th~p thong tin
~r
Budc 3 Tri€n khai thu th~p thong tin til'
~
thi truong
r
Budc4 Xu ly thong tin au<Jc thu th~p, bao
cao ket qua -
IDnh 3.7-H~ tho'ng thong tin trQ' giup cong tac quan ly kenh phan pho'i
Chu trlnh nay du'<jc thl,l'c hi<$n vao m6i thang. Tuy nhien, d bu'oc 1 va bu'oc 2 it CO Slf di~U chinh trong ng~n h~n, n6 thu'ong du'QC xem xet di~U ch:lnh vao m6i nam mot lfrn.
4. CAC DIED KitN THljC HitN GIAI PHAP
D€ cac giai phap neu tren c6 th€ du'a vao thgc hi<$n va d~t du'QC cac ffil,lC tieu da d~t ra thl mot s6 di~U ki<$n sau phai du'QC thoa man.
4.1. Dilu kifn thu nhi{t: Cac giai phap phai du'Qc trlnh duy<$t va thong qua
Ban Giam D6c Di~u Hanh cua cong ty. Nha't thi€t phai du'<jc sl,i nha't tri ung ho cao, bCii hQ la nguoi quy€t dinh h6 tr<! cac ngu6n·Ivc cfrn thi€t cho cac chu'dng trlnh hanh dong.
4.2. Bilu ki~n thu hai: Ta't d. cac giai phap khi di vao thl;t'c hi~n d~u lien quan it nhi~u de'n cac bQ ph?n chile nang khac eva cong ty nhu' nhan sl;t', tai chinh, san xua't, kho v?n, Marketing. Do d6, cac ml).c tieu va cac chuang trlnh thl;t'c
hi~n giai pha p phai du'<;jc truy~n d<:;t t r6 rang, va du'<;ic sl;t' ling hQ m~nh me tu phia hQ moi c6 th€ t~o du'<;ic sl;t' boi tron cfrn thie't cho tie'n trlnh thl;t'c hi~n.
• Phong nhan slf: Cung ca'p ngu6n nhan ll;t'c cho nhu cfru phat tri~n cua phong tieu th\1 bao g6m dao t<:;to phat tri€n ngu6n nhan ll;t'c hi~n c6, tuy€n d\lng moi, cac kh6a hua'n luy~n nghi~p V\]. chuyen mon.
• Phong Hti chfnh: Cung ca'p, ngan sach, l?p cac khoan dlf toan chi tieu cho cac dl;t' an, cac chuang trlnh h6 tr<;i phan ph6i.
• Phong san xua't: E>am bao thoa man nhu cfru tieu th\1 ca v~ s6lu<;1ng l~n
cha't lu'<;ing.
• Phong v~n chuy~n, kho v~n: E>am bao tinh dung luc va c8:t giam chi phi. H<;ip tac ch~c che voi phong tieu th\1 trong dlf an v?n chuy€n trl;t'c tie'p.
• Phong Marketing: Phat tri€n nhan hi~u, h6 tr<;1 phat tri€n cac chuang trlnh tieu th\1 quy mo IOn, cung ca'p cac v?t dlfng quang cao, tr<;i giup cac ky nang truy~n d~t thong tin v~ cac n6 ll;t'c phan ph6i, phat tri€n cac ki€u kich bao bl d6ng g6i san phffm da d~ng theo yeu cfru tieu dung.
4.3. Bilu ki~n thu ba: La di~u ki~n quye't dinh sl;t' thanh cong cua cac giai phap hoan thi~n. £>6 la sl;t' nh?n thuc sau sa:c v~ cac giai phap hoan thi~n cua tung ca nhan ci1ng nhu' t?p th€ phong tieu th\1. Tha'u hi€u cac mlfC tieu va phu'cJng phap thl;t'C hi~n, y thuc nhi~m V\]. CUa tung ca nhan, tqO Slf ke't dinh giua cac thanh vien trong tri€n khai cac n6 ll;t'c phan ph6i. Ben c~nh d6 tinh kien nh~n la di~u cfrn thie't. Nghien cuu hoan thi~n la lien t\lc va khong c6 di€m dung, n6 t6n t~i song song voi sl;t' phat tri€n cua doanh nghi~p.
Ml;Jc tieu tro th~mh cong ty san xua't bia s6 mot Vit$t Nam ca v€ m~t cha't I§:n
m~t lu'<;5ng cua CTLD. Nha May Bia Vit$t Nam vao nam 2010 da d~t--ra cho ban Giam D6c Di€u Hanh va toan th€ nhan vien cua cong ty mot nhit$m Vl;l dfty thli' thach. D€ hoan thanh sli mt$nh nay, c6 ra't nhi€u cong vit$c phai lam, trong d6, xay dl,fng va hoan thit$n ho;;tt dong phan phfSi la nhit$m Vl;l trQng tam d~t n€n tang cho sv phat tri€n nhanh va 6n dinh.
Vdi v6n kie'n thlic tich liiy trong qua trlnh hQc t~p nghien cliu cling nhfi'ng kinh nghit$m thvc ti~n, toi da d€ xua't nam giai phap hoan thit$n ho;;tt dong phan ph6i cua cong ty t;;ti thi tru'ong TP. HCM. Cac giai phap se du'Qc tri€n khai vao thl,l'c
ti~n mot khi cac di€u kit$n thl,fc hit$n chung du'QC thoa man.
C6 th€ tha'y ding day la nam giai phap ra't tieu bi€u, sat vdi thvc ti~n thi
trli?ng bia Vit$t Nam hit$n nay, cho nen ph;;tm vi ling dl;lng cua cac giai phap du'QC
md rong cho toan nghanh. Tuy nhien, kha nang phat huy hit$u qua cua cac giai phap nay phl;l thuoc ra't nhi€u vao kha nang linh ho;;tt trong ling dl;lng cua tung. doanh nghit$p sao cho phu hQp vdi d~c di€m cua doanh nghit$p mlnh nhu' vi the' hien t;;ti, chie'n lu'Qc dinh vi san phffm, chie'n lu'<;5c chung, kha nang tai chinh, ngu6n nhan ll,fc ...
Do h<:tn che' v€ kha nang nh~n thlic va thai gian nghien cliu, lu~n van khong tranh khoi nhfi'ng thie'u s6t nha't dinh. Mot lftn nfi'a, toi xin chan thanh cam on va mong mufSn nh~n du'QC nhi€u y kie'~ xay dl,fng quy bau cua quy thfty CO trong hoi d6ng bao vt$ lu~n an.
' " ?
TAl LI~U THAM KHAO
03Wro
1. Qmln tri kenh Marketing- TS.Tntong Dlnh Chie'n, nam 2002. .. 2. Quan tri chieu thi - Hoang TrQng, nam 1996
3. Nhung va'n d~ cO't ye'u cua quan ly- Harold Koontz, nam 1999
4. Take Home - Managing The Transition From Traditional To Morden - Market 21 Trade Marketing Services Ltd., Singapore 2003.
5. Marketing Management- Philip Kotler- nineth adition, 1997
6. Sales Management - Eugene M. Johnson, David L. Kurtz, Eberhart E. Scheuing - second adition, 1999.
7. Bai giang mon Quan Tri Chie'n Lu<;c- Co Nguy@n Thi Lien Di~p
.
8. Bai giang mon Quan Tri Marketing- Th§y H6 Due Hung, nam 2001.
9. Bai giang mon Phuong Phap Nghien Cuu - Th§y Nguy@n Dlnh ThQ, nam 2002.
10. Bai giam mon Quan Tri San Xufft- Co D6ng Thi Thanh Phuong, nam 2002. 11. Bai giang mon Quan Tri Tai Chinh- Co Nguy@n Quang Thu, nam 2002.
12. Bai giang mon Thffm Dinh Dl! An D§u Tu- PGS.TS. Vu Cong Tuffn, nam 2002
13.Bai giang mon Quan Tri Dl! an- PGS.TS. Vu Cong Tuffn, nam 1999 14. Bao cao tieu thv cua CTLD. Nha May Bia Vi~t Nam, nam 1997- 2002.
15. Bao cao nghien cuu thi truong bia Vi~t Nam cua cong ty Taylor Nelson, nam 2000.
16. T(,!.p chi Kinh Te' va Phat Tri~n.
17. T(,!.p chi Phat Tri~n Kinh Te':" 18. T(,!.p chi Dlf Bao Kinh Te'
19. T(,!.p chi Thai Bao Kinh Te' Vi~t Nam. 20. Nien Giam ThO'ng Ke Nam 2002.
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