Doi thii canh tranh Idn nhdt ciia Cong ty la cac loai xe dap nhap khau, chii yeu la xe dap nhap lau chon thue tu Trung Quoc va cac san pham xe dap kem chat lugng (hang gia, hang nhai..) hien dang trdi noi tren thj trudng khong he co nguon goc. Uu diim ciia cac san pham nay la mau ma va kiiu dang rat da dang dap ling nhiiu thj hiiu tieu diing khac nhau. Ngoai ra dong san pham nay cung cd gia ca rat thap (nhat la cac loai xe nhap lau) tu 300 -
400.000d6ng/ 01 san pham den nhijng dong xe dap cao c4p co gia vai trieu; mat khac, so lugng Idn chinh la dieu ma cac nha san xuat trong nude khong theo kjp.
Tuy nhiin, bat ky san pham nao ciing co nhugc diim. Nhugc diim Idn nhat ciia dong san pham nay la uy tin va djch vu hau mai. Khach hang g^n nhu khong co mot thong tin nao vi san pham, nha san xuat, thdng so ky thuat va nhdt la khong co sir bao hanh, bao dam nao khi mua hang. Do vay, do riii ro khi mua hang thudng la rat Idn.
Ngoai ra, Cong ty ciing c6 gap su canh tranh tii' cac nha san xuat trong nude, chii yiu tu cac
doanh nghiep phia Nam nhung khong nhieu. Vi thi phkn hien nay ciia Cong ty chii yiu la d
phia Bac nen cac doi thii nay se thuc sir gay kho khan cho Cong ty trong no luc md rong thj phan sau vao phia Nam. Vi ca ban cac doi thii nay co rat nhieu diim tuang dong vdi Cong
ty-
- Lgi the va han che ciia Cong ty
Trong dieu kien canh tranh gay gat nhu hien nay, nhat la doi vdi thj trudng xe dap thi viec nghien cuu sir canh tranh dua tren ca sd tim hieu toan dien muc tieu chien luge hoat dong ciia cac doi thii canh tranh, de tao ra mot lgi the canh tranh manh nhdt dang la mdi quan tam hang dau ciia cac Doanh nghiep.
Mac du Cong ty da va dang cd nhirng thuan lgi rieng: thj trudng truyen thong, san phim da CO danh tieng, dugc ngudi tiiu dung ua chuong lau ddi... song Cong ty cung dang diing trudc nhung kho khan, thach thuc do vua phai canh tranh vdi cac doi thu trong nude, ngoai nude vua phai tiip tuc nhiem vu bao ve thuang hieu Doanh nghiep xuat khiu uy tin xu4t s4c, day manh san pham xuat khau. Viec trii trgng han nija den cac bien phap ha gia thanh san pham, nang cao chat lugng, cai tien mau ma nham tang sue canh tranh, quang ba va phat trien thuang hieu dang la nhiem vu cap thiet cua Cong ty.
Phai noi rang kho khan Idn nhat ciia cua Cong ty hien nay dang la cac loai hang gia, hang nhai, hang kem chat lugng, cac loai xe dap nhap lau, chon thui... tran lan thj trudng hap dan ngudi tieu dung bang muc gia re mat.
Von dau tu ciing la mot van d% Idn; Cong ty chua co dieu kiin thay doi hoan toan ve cong
nghe, mot so nguyen vat lieu chinh van phai nhap d nude ngoai do vay gia nhap cao, lam tang gia thanh san pham.
Gia nhap WTO se la thuan lgi ciing la thach thuc Idn doi vdi Cong ty TNHH Nha nude mot thanh vien Thong Nhat. Trong tien trinh hoi nhap viec md cua giao luu vdi ban hang quoc ti cung dong nghTa vdi sir canh tranh quyit Hit vi chat lugng, gia ca, kieu dang giija cac chiing loai san pham...; di tao uu thi canh tranh cao nhat, Cong ty can nhanh chong tim ra nhung giai phap toi uu nham nang cao chat lugng, ha gia thanh san pham, quang ba - xay dung va phat trien thuang hieu, chuan bj san sang hoi nhap khu vuc va quoc te.
2.7 Mang ludi phan phoi va djch vu hau mai
Co thi phan doan thj trudng theo dac diem hoat dong cua khach hang vdi tung loai sau: 1. Khach hang vira la nha san xuat vua la thuong mai.
2. Khach hang la nha thuang mai. 3. Khach hang la nha san xuat. 4. Khach hang la ngudi tieu dung.