- Vdi 12 chi nhanh ,3 trung tam thuong mai va hon 4.500 cua hang, dai ly cd mat khip 64 tinh, thanh pho trai dai tir Lao Cai den miii Ca Mau, Biti's da trd thanh doanh nghiep
Tic dp phat triln ciia Viet Nam nam qua phat triln rit nhanh Chit lupng va sd lugng, nganh xay dung phat triln manh nhu ciu di lai mua ban xe d td rit cao Viet Nam da hd
2.2. Thwc trang xay dung thuong hieu tai Cong ty Mai Trang
Khai quat chung tinh hinh xay dung thuang hieu tai Cdng ty Mai Trang:
Cdng ty Mai Trang la mot doanh nghiep kinh doanh tren ITnh vuc thuong mai va dich vu, trai qua 11 nam kinh doanh khdng ngimg phat triln vdi Tdc dp tang trudng binh quan hang nam 15-20%.
Cdng ty Mai Trang la mot doanh nghiep da va dang trong giai doan phat triln cua mot doanh nghiep vira va nhd, chua cd vj thi canh tranh manh tren thj trudng, chua cd thuong hieu ndi trpi.
Vdi dac diem hinh thanh va phat triln ciia Cdng ty Mai Trang la doanh nghiep trach nhiem hu*u ban, nen viec ra ddi va phat triln trong bude ban diu khdng the tranh khdi tinh tranh thieu tinh chuyen nghiep, thieu tinh dinh hudng chien luge lau dai. Vi vay viec xay dung thuang hieu Cdng ty Mai Trang cung cdn nhieu tdn tai, hien nay mdi chi dang d giai doan diu ciia qua trinh xay dung thuong hieu cho doanh nghiep dd la cd y tudngcho xay dung thuang hieu, chua xay dung dugc chien luge hay ke hoach xay dung thuong hieu.
Tuy nhien din nay Cdng ty Mai Trang ciing cd dugc hinh anh nhit dinh tren thj trudng nhu: da cd bilu tugng, logo da dugc dang ky ban quyIn sd hun, xay dung trang website hinh anh vl doanh nghiep cung da dugc nhilu co quan, doanh nghiep trong va ngoai nude bilt din Cdng ty Mai Trang.
a/ Ddnh gid thuc trgng viec xdy dung thuong hieu.
De danh gia thuc trang viec xay dung thuong hieu cua Cdng ty Mai Trang, tdi xin dugc di tir ba khia canh, thu nhit la dua vao cac dac tinh ciia thuong hieu, thiir hai la dua vao quy trinh hay cac bude thuc hien xay dung thuang hieu, thir ba la dimg tren gde dp khach
hang dk lam can cu danh gia.
Thuong hieu nhu mot san phim; Thuang hieu nhu mot td chirc; thuang hieu nhu mot con ngudi; thuang hieu nhu mot bilu tugng.
Vl dac tinh thuong hieu nhu mot san phim tiirc la thuang hieu dugc gin vdi san phim nhit dinh cua cdng ty, sdn phim dd dugc gin vdi chit lugng, gia tri dich vu gia ca hay dja ly.
Vl dac tinh thuong hieu nhu la mot td chu-c tue la thuang hieu gin vdi sir ddi mdi, dan diu ve chit lugng san phim va dich vu hay tinh chuyen nghiep, xet vl dac tinh nay Cdng ty Mai Trang da va dang tao ra dugc hinh anh vl quy md quan ly chuyen nghiep trong khach hang.
Ve dac tinh thuang hieu nhu la mot con ngudi dd la cac cam nhan vl ca tinh: ddc dao, canh tranh, nang ddng... Vdi dac tinh nay Cdng ty Mai Trang dugc coi nhu la ngudi chuan ve chat lupng, phong each phuc vu.
Ve dac tinh thuang hieu nhu mot bieu tugng: Cdng ty Mai Trang da dugc gan vdi bieu tugng hinh trdn mau xanh tham, tren canh cung sir no lire vuon tdi phat triln, hinh chii S
phong each phuc vu hoan hao, chan thanh cua eon ngudi Viet Nam. - Theo nhan xet cua dng: Richard Moore thudc td chiirc ASSOCOATES - Chua gay in tugng trong tam tri khach hang.
Xet tren bin dac tinh cua thuong hieu ta thiy Cdng ty Mai Trang it nhilu ciing da cd thuong hieu, tuy nhien thuang hieu ciia Cdng ty Mai Trang cdn dang rit ban chi, bdi vi cac dac trung dd chua thi hien ro net de khac sau vao tam tri khach hang dugc.
+ Xet tren goc do quy trinh cdc bude xdy dungphdt triin thuong hieu.
Thdng thudng qua trinh cac bude xay dung phat triln thuong hieu dugc qua cac bude sau day:
2. Tim kilm thdng tin, phan tich ddi thu, xac dinh mmh la ai, muc tieu cin thuc hien; 3. Thiet ke nhan hieu;
4. Xac lap quyen; 5. Xay dung chien luge; 6. Td churc va nhan su; 7. Td chiirc he thdng dich vu;
8. Theo ddi sir phat triln va bao ve thuong hieu.
Vl thanh lap y tudng, xac djnh thj trudng, khach hang muc tieu: Cdng ty Mai Trang da cd y tudng la cho xay dung thuang hieu dd la da xac dinh cho cdng ty phai cd su khac biet san pham dich vu de dua den cho khach hang san phim djch vu chit lugng cao hon hoac la su khac biet hon ddi thu, dd la dau hieu ve bieu tugng chat lugng de nhd, de gpi. Cdng ty Mai Trang da xac djnh dupe ddi tugng khach hang cua minh la:
Kinh doanh khach san du lich:
- Khach VIP: Cac co quan ngoai giao nude ngoai cdng tac lam viec tai Viet Nam; cac lien doanh.
- Khach Ha Ndi va cac tinh le.
Day ciing la mot ylu td rit cin cho dinh vj thuong hieu cho doanh nghiep va Cdng ty Mai Trang da lam dugc. Bdi vi thdng qua dd Cdng ty Mai Trang da biet minh phai lira
chpn phong each chit lupng nao, djch vu ra sao dk phuc vu tit khach hang.
v l tim kilm thdng tin, phan tich ddi thu, xac djnh minh la ai, muc tieu cin di din dau dl dam bao cho qua trinh boat ddng, Cdng ty Mai Trang ludn quan tam va thuc hien triet dl din thu thap thdng tin tren cac khia canh.
Ve thilt kl nhan hieu va hang hoa: tren ca sd y tudng mdi dimg d gde dp bilu tugng logo.
v l xac lap quyIn: Trong thuong hieu cd rit nhilu ylu t l khac nhau, cd thi la nhan hieu, ten xuit xir, ten thuong mai, kilu dang.... Cdng ty Mai Trang da xac djnh dugc quyIn sd huu cho minh la dang ky logo vdi cue sd bun cdng nghiep Viet Nam.
v l xay dung chiln luge chit lupng san phim dich vu: Can cu theo dac dilm timg loai san pham djch vu cua nganh ciing nhu cua minh, Cdng ty Mai Trang da xac dinh chit lugng san pham qua cac tieu chi co ban vl djch vu la: hoan hao.
Co bd phan nhan sir thuc hien cdng viec xay dung, duy tri phat triln thuong hieu cho
cdng ty la lit can thiet, nhung thuc tl Cdng ty Mai Trang chua cd dpi ngii dk lam cdng viec nay.
Ve td chuc he thdng djch vu:
Can ciir vao quy md cua minh, Cdng ty Mai Trang da xay dung va thuc hien dugc cac djch vu: dpi ngu nhan vien cham sdc khach hang; cac dich vu thanh toan nhanh, hudng din tra Idi nhung y kien khach hang can, tinh than chan tinh, chu dao.
v l theo ddi sir phat trien va bao ve thuong hieu:
Day la bude dam bao cho thuong hieu dugc ben vimg. Viec theo ddi nham dieu chinh cho thuong hieu di dung hudng, chdng lai cac hanh vi canh tranh khdng lanh manh. Bd phan quan tri va phat triln thuong hieu cua Cdng ty Mai Trang chua dugc hinh thanh, cho nen chua cd viec theo doi, kilm tra, danh gia.
Can ciir vao qui trinh cac bude xay dung, phat triln va duy tri thuang hieu va thuc tl ciia Cdng ty Mai Trang cd thi thiy ring viec xay dung thuong hieu cua Cdng ty Mai Trang cdn cin quan tam nhilu hon nira tren tit ca cac mat, tir viec dinh hudng din triln khai thuc hien.
+ Xet tren goc do la khdch hdng
Tren gde dp la khach hang, thuang hieu dugc nhan bilt qua hinh anh va cam nhan ve cdng ty hay dich vu la dilu quan trpng nhit. Nhung nhung gi Cdng ty Mai Trang mang lai hinh anh va cam nhan cho khach hang cdn dang md nhat, chua cd dilm ndi trpi hay
khac biet nhilu, bdi vi Cdng ty Mai Trang chua cd nhirng ylu td ro net vl dac tinh cua thuong hieu: Ten thuong hieu khdng dugc khac biet, bilu tugng hay mau sic chua cd tuong phan dl so sanh gay in tugng. Dilu ndi bat nhit dd la cdng chiing nhan bilt vl Cdng ty Mai Trang cdn qua it.
Diu nam 2006, Cdng ty Mai Trang da td chirc tham dd khach hang su nhan bilt thuong hieu Mai Trang tai hdi nghj keu gpi diu tu cua UBND tinh Thanh Hoa tai khach san Melia va hdi chg triln lam Giang Vd Ha Ndi, 16,5% khach hang cac nha diu tu bilt din Mai Trang.
Mac du Mai Trang cd trang Website nhung sd lupng ngudi truy cap cdn rit it (thi hien thdng sd ngudi truy cap).
Vdi thuc trang thuong hieu cua Cdng ty Mai Trang nhu vay, viec xay dung chiln luge thuang hieu ndi rieng, va xay dung chien luge cdng ty ndi chung la viec lam rit can thilt va cd y nghTa vd ciing quan trpng cho su phat trien va trudng tdn cua Cdng ty Mai Trang.
b/Chien luge xdy dung thuong hieu cua Cong ty Mai Trang
+ Khdi qudt ve muc tieu chien luge kinh doanh cua Cong ty Mai Trang
Vdi muc tieu ciia Cdng ty Mai Trang la doanh thu tang trudng 15-20% /nam; Igi nhuan sau thul 3-3,2% doanh thu; va mong muon trd thanh doanh nghiep tdp dau trong ITnh vuc khach san du lich dich vu, trong khi Cdng ty Mai Trang cdn dang la doanh nghiep qui md vira va nhd, chua cd thuong hieu ndi trpi, chua cd kha nang canh tranh cao. Tuy nhien Cdng ty Mai Trang lai da cd miirc tang trudng cao, da cd hinh anh trong nude va qudc tl.
Day la vin d6 dat ra cho nha quan ly cua Cdng ty Mai Trang trong xay dung chiln luge
Cdng ty ndi chung cung nhu xay dung chiln luge thuong hieu ciia Cdng ty Mai Trang
ndi rieng. B% xay dung thanh cdng thuang hieu ciia minh, Cdng ty Mai Trang cin phai
dat chiln luge xay dung thuong hieu trong tdng thi cua chiln luge kinh doanh cua Cdng
Ve chien luge kinh doanh cua Cong ty Mai Trang dirffc xac dinh do la:
"Phat trien thj triroTig cu, khai thac ma rong thi trudng mdi; Cung cap san phim cd chat lirgng chuan vdi gia ca hgp ly, dich vu hoan hao".
"Chien luge phat triin thi trudng cH" cd nghTa la tang sd lugng Idn vao thi trudng hien
cd dl tang doanh thu, nang cao thj phin. Phuong phap dk thuc hien chiln luge nay la:
+ Phat triln tang them khach hang, thu hiit khach hang ciia ddi thu vl Cdng ty Mai Trang.
+ Tang sd lugng sir dung va sd lan quay vdng ciia timg khach hang va xay dung khach san Resort theo tieu chuan qudc te.
"Chien luge khai thac thi truong mdi" dd la khai thac md rong them thi trudng ma lau
nay Cdng ty Mai Trang chua vuon tdi, hay chua cung cip san pham, dich vu vao dd. Chiln luge nay cd the thdng qua cac hinh thiirc.
+ Tim kilm khach hang tiem nang;
+ Xay dung khach san. Resort cac phdng dc tien nghi hien dai theo tieu chuan qudc te. Xay dung khach San"Mai Trang Hotel: 16- Pham Hiing, cum khach san,. Du Hch sinh thai"Ho Hoa Binh" Gia Lam Ha Ndi."Mai Trang Resort Sim Son"tao thanh mot tua du lich hoan bao.
""Chiin luge cung cdp san pham co chat lugng chuan " la ludn cung cap cac san pham
dung qui each, diing phim cip, dung tieu chuan nhu cac phdng dc va tien nghi cua khach san. Resort... theo tieu chuin va phii hgp vdi Khach hang muc tieu cua Mai Trang xac dinh.
*'Chien luge gid cd hgp ly " la duy tri muc gia thip so vdi cac ddi thu Idn, nhung phii hgp
vdi mong muon cua khach hang.
"Chiin luge dich vu hoan hao " la cung cip diy dii (hoac cao hon) cac djch vu ma khach
Giai phap dk thue bien cd hieu qua chien luge canh tranh nay la:
1, Ket hgp hai hoa hai chien luge lam mot khi trien khai ban hang cho khach; 2, Tang cudng sd lugng sir dung va sd lan quay vdng.
Bk thuc hien thanh cdng sir menh, hoan thanh dugc muc tieu, chiln luge kinh doanh da
dugc xac dinh, Cdng ty Mai Trang can dac biet quan tam den viec xay dung cac chuong trinh (chien luge) Mareketing, va thuc hien tdt chiln luge xay dung thuang hieu Cdng ty Mai Trang.
b.Muc tieu chien luge xdy dungphdt trien thuong hieu den nam 2013.
+ Muc tieu xdy dungphdt trien thuong hieu:
Can cir muc tieu va chiln luge kinh doanh ciia Cdng ty Mai Trang da dat ra, can ciir thuc trang xay dung phat triln thuang hieu din nam 2013 can dat dugc cac chi tieu sau day: - Thue hien hoan chinh ndi dung chin bude xay dung thuang hieu.
- Din hit nam 2008 xay dung xong sd tay chit lupng thuang hieu.
- Cd quan he giao dich cac tour du Hch trong va ngoai nude, cac khach san Ha Ndi va cac dilm du lich Idn trong dd 100% khach hang da va dang su dung, 70% khach hang tuong lai bilt cdng ty dac trung va chit lugng noi trpi ciia san phim va cac djch vu Cdng ty Mai Trang dang cd.
- So vdi nam 2005, moi nam tang trudng 25% so khach hang va cdng chiing nhan bilt dugc hoat ddng kinh doanh ciia Cdng ty Mai Trang.
- Phin diu 80% ddi tac trong va ngoai nude nhan bilt rd hinh anh dac trung vl Cdng ty Mai Trang.
+ Chien luge xdy dungphdt triin thuong hieu
can cir muc tieu da dugc xac djnh, dl thuc hien tdt muc tieu tren, Cdng ty Mai Trang xac dinh cho minh chiln luge xay dung phat triln thuang hieu dd la:
Ludn cung cap cac san pham, dich vu dat chat lupng tieu chuan: Phdng 6c hien dai, sang trpng; tien nghi diy dii; theo diing tieu chuin qudc tl. Du lich: Cac tour du lich chit lugng cao; phdng an, d theo tieu chuan qudc te cho khach hang, khdng ngimg cai tiln va nang cao chat lugng cac djch vu, xay dung dugc dpi ngii can bd nhan vien lam viec cd tinh chuyen nghiep cao de tao ra hinh anh rieng biet (cd trinh dp thanh thao vl chuyen mdn cao, cd kha nang gay cam tinh, gay an tugng ddi vdi khach hang) cua mot cdng ty trong nganh khac san djch vu, du lich thdng qua chuong trinh tmyIn thdng khuyen mai de: - Tao ra cho khach hang cd cam nhan (an tugng) dac biet ve Mai Trang;
- Ghi sau cam nhan ve hinh anh cua Mai Trang vao khach hang. Cac chuong trinh tmyen thdng khuyen mai dd la:
- Quang cao bing cac hinh thiirc: Dang quang cao, dich vu, bieu tugng logo, sach bao nien giam;
- Kich thich khach hang bang qua tang, giam gia chiet khau, giao luu khach hang;
- Quan he quan chiing nhu: Ddng gdp tir thien, td chuc cac sir kien; md rong quan he cdng ddng;
- Marketing true tilp bing hinh thirc hdi nghi khach hang, tiep thi chao hang true tilp, giri catalog din tit ca cac ddi tugng khach hang.
CHirONG 3
CAC GIAI PHAP THlTC HIEN THANH CONG CHIEN LlTOC XAY DlTNG THlTcnVG HIEU TAI CONG TY MAI TRANG