CHƯƠNG 1+2+3+KL(2) (2)

Chuyn tt nghip GVHD: Nguyn Th Minh Ho

SVTH: V Th Tho Vn - 11M3

LI M U 1. L DO CHN TI Trong nn kinh t hin i th th trng l ni bt u v cng l ni kt thc ca mt qu trnh kinh doanh. Thng qua s tha mn ca khch hng v trn con ng chinh phc khch hng trong iu kin cnh tranh khc nghit, mi doanh nghip lun nhn thc c vai tr v tm quan trng trong vic tiu th sn phm v nh hng n s sng cn ca mnh trong tng lai. Trong bi cnh kinh doanh hin nay, cnh tranh din ra trn th trng ngy cng gay gt v khc lit. nng cao hiu qu kinh doanh, tng cng kh nng cnh tranh, cc doanh nghip phi c kh nng nhn thc l thuyt v thc hnh. Marketing khng ch l mt chc nng trong hot ng kinh doanh, n l mt trit l dn dt ton b hot ng ca doanh nghip trong vic pht hin ra, p ng v lm tha mn cho nhu cu ca khch hng. Mi mt doanh nghip mun sn phm ca mnh c khch hng bit n nhiu trn th trng, mun gia tng doanh s bn hng th hot ng truyn thng c ng l phng php h tr c lc doanh nghip t c hiu qu ny. Hn th na, hot ng truyn thng c ng s gip cho cc doanh nghip c c hi pht trin cc mi quan h thng mi vi cc bn hng trong v ngoi nc, l cng c hu hiu trong vic chim lnh th trng, tng li th cnh tranh v to c hnh nh p v doanh nghip trong suy ngh ca khch hng. i vi Cng ty TNHH TM&DV Trn Tr Mai cng vy, l mt cng ty hot ng thng mi chuyn phn phi hng thc phm v thc ung. y l nhng mt hng thit thc vi khch hng v c tnh cnh tranh cao trn th trng. Cng ty mun tr thnh doanh nghip c uy tn trn th trng phn phi sn phm ti th trng Nng, th i hi cng ty phi to cho mnh mt v tr ring bng cch xy dng hnh nh cng ty v cc chnh sch Marketing ph hp. Trong qu trnh thc t ti Cng ty TNHH TM&DV Trn Tr Mai, em thy chnh sch truyn thng c ng ca Cng ty i vi dch v phn phi sn phm cn nhiu hn ch v cha c u t ch trng ng mc. V th, qua kha thc tp ti Cng ty em quyt nh chn ti: Hon thin chnh sch truyn thng c ng ti cng ty TNHH TM&DV Trn Tr Mai phn no ng gp kin ca bn thn n cc chnh sch nhm ci thin cng ty. 2. MC TIU V NHIM V NGHIN CU - Mc tiu nghin cu: + Lm r v mt l lun ni dung truyn thng c ng ti mt doanh nghip. + Phn tch nh gi thc trng kinh doanh v tnh hnh hot ng truyn thng c ng ca cng ty TNHH & DV Trn Tr Mai.



+ xut nhng gii php y mnh hiu qu hot ng truyn thng c ng nhm tng doanh s ca cng ty. - Nhim v nghin cu: Trn c s h thng l lun v cc chnh sch truyn thng c ng ca doanh nghip trong kinh doanh sn phm vt cht. Thc trng hot ng kinh doanh, mc tiu hot ng trong nhng nm ti v chnh sch truyn thng c ng hin ti i vi th trng hin c ca doanh nghip. T xc nh nhng u im v nhng tn ti v xut nhng gii php v chnh sch truyn thng c ng ph hp vi tnh hnh khch hin ti v mc tiu tng lai nhm duy tr v pht trin hn na. 3. I TNG V PHM VI NGHIN CU - i tng nghin cu: Hon thin hot ng cng tc truyn thng c ng ti cng ty TNHH & DV Trn Tr Mai. - Phm vi nghin cu: + V thi gian: T nm 2011-2013 + V khng gian: Ti cng ty TNHH & DV Trn Tr Mai v vic hon thin cng tc truyn thng c ng. 4. PHNG PHP NGHIN CU - Phng php phn tch nh gi - Phng php phn tch s liu - Phng php thu thp thng tin - Phng php so snh - Phng php phn tch tng quan so snh 5. CU TRC TI

- Chng 1: C s l lun v chnh sch truyn thng c ng ca cng ty - Chng 2: Tnh hnh hot ng kinh doanh v thc trng chnh sch truyn thng

c ng ti cng ty TNHH TM&DV Trn Tr Mai. - Chng 3: Hon thin chnh sch truyn thng c ng ti cng ty TNHH

TM&DV Trn Tr Mai.



CHNG 1: C S L LUN V CHNH SCH TRUYN THNG C NG CA CNG TY 1. TNG QUAN V TRUYN THNG C NG 1.1. Khi nim v truyn thng c ng Truyn thng c ng l mt trong bn phi thc tip th: Sn phm, gi c, phn phi v truyn thng c ng. Truyn thng c ng l nhng hot ng nhm lm thay i lng cu da trn nhng tc ng trc tip hay gin tip n tm l v th hiu ca ngi tiu dng. 1.2. Qu trnh truyn thng 1.2.1. Khi nim qu trnh truyn thng Qu trnh truyn thng l qu trnh truyn ti thng tin ca doanh nghip n vi ngi tiu dng h bit n nhng tnh nng sn phm, dch v, cc chng trnh ca doanh nghip, li ch m doanh nghip c th mang n cho khch hng thng qua cc sn phm hoc dch v. 1.2.2. Qu trnh truyn thng M hnh truyn thng gii p: Ai, ni g, trong knh no, cho ai, hiu qu nh th no? Truyn thng c lin quan n 9 yu t sau:

+ Ngi gi (Sender): L bn gi thng ip cho bn cn li (Cn c gi l ngun truyn thng).

+ M ha (Ecoding): L tin trnh chuyn tng thnh cc biu tng. + Thng ip (Message): Tp hp cc biu tng m bn gi truyn i. + Gii m (Decoding): L tin trnh m ngi nhn quy ngha cho cc biu

tng do ngi gi truyn n. + Ngi nhn (Receiver): L bn nhn thng ip do bn kia chuyn n. + p ng (Response): L tp hp nhng phn ng m ngi nhn c c sau

khi tip nhn thng tin. + Phn hi (Feedback): L mt phn s p ng ca ngi nhn thng tin tr li

cho ngi gi. + Nhiu tp (Noise): L nhng yu t lm sai lch thng tin trong qu trnh truyn

thng, dn n kt qu l ngi nhn nhn c thng tin khng ging thng tin c gi i.

Hnh 1.1: Cc yu t trong qu trnh truyn thng

Ngi gi

M ha

Phng tin truyn thng

Thng ip Gii m Ngi

nhn

Nhiu tp Phn hi p ng



M hnh truyn thng ny nhn mnh nhng yu t then cht trong h thng truyn thng c hiu qu. Ngi gi phi truyn t thng tin n cng chng mc tiu v xc nh r xem mnh mun c nhng phn ng no p li t pha cng chng. H phi m ha thng ip ca mnh theo cch c tnh n qu trnh gii m thng ip thng thng ca cng chng mc tiu. Ngi gi phi la chn cc phng tin truyn thng thch hp v phi thit k nhng knh thng tin phn hi c th bit nhng phn ng p li ngi nhn i vi thng ip . 1.3. Cc cng c truyn thng H thng truyn thng Marketing, cn c gi l h thng c ng. Bao gm 5 cng c ch yu sau:

- Qung co: L bt k mt hnh thc trnh by gin tip v khuch trng cc tng, sn phm hoc dch v do mt ngi (t chc) no mun qung co, chi tin ra thc hin.

- Khuyn mi: L nhng khch l ngn hn di hnh thc thng khuyn khch dng th hoc mua sn phm hay dch v. L nhm cng c truyn thng s dng hn hp cng c c ng nhm kch thch th trng p ng mnh hn, nhanh hn.

- Marketing trc tip: L tng th nhng hot ng ca ngi bn, tc ng n vic trao i nhng hng ha v dch v vi ngi mua, nhng n lc trc tip n khch hng mc tiu, s dng mt hay nhiu phng tin truyn thng nhm thu ht mt s phn ng t khch hng tim nng v khch hng hin ti.

- Quan h cng chng: Bao gm cc chng trnh khc nhau c thit k nhm cao v bo v hnh nh mt cch tt nht. C 5 hot ng c bn m nh quan h cng chng thc hin: Quan h vi bo ch, tuyn truyn sn phm, truyn thng ca doanh nghip, vn ng hnh lang, tham mu..

- Bn hng trc tip: L hnh thc giao tip trc tip vi khch hng tng lai nhm mc ch bn hng. 1.4. Cc nhn t nh hng

- Kiu th trng sn phm: Ty theo c im ca tng loi th trng l hng tiu dng hay t liu sn xut m theo c th s dng h thng truyn thng ph hp. Kiu th trng sn phm c cc chc nng sau y:

+ To s bit n + To s hiu bit y + Chnh thc ha + Cam oan mt ln na + Nng mc d tr hng ha cc trung gian phn phi + To s phn khi + Bn hng k gi

- Chin lc y: L vic m cng ty thc hin ht n lc Marketing nhm vo cc trung gian tiu th kch thch h t hng, bn sn phm v tip th cho ngi tiu dng cui cng.



+ y l chin lc tp trung vo vic y hng t nh sn xut hay cung cp dch v n cc cp trung gian, ch trng n vic phn phi s, cc cp trung gian hay ngi bn.

+ Khi hng ha ti kho cc cp trung gian y p, t h s tm cch y hng n cp trung gian tip theo hoc n tay ngi tiu dng. Bi cc cp trung gian ny lun mun bn c nhiu hng hng li cng nhiu v mau chng gii phng kho bi.

+ Thng thng nh sn xut bn hng c chit khu cho i l qua nhiu hnh thc: K gi hng, thanh ton 100% hay thanh ton nhiu t, gi u sn phm.. thuyt phc c i l bn hng, nh sn xut hay cung cp dch v lun cn phi c mt i ng nhn vin chuyn nghip nh: h tr bn hng, gim st, qun l khu vc.. Cc cp nhn vin ny u c cng ty cung cp cc kin thc v sn phm, hun luyn k nng bn hng, k nng gim st, qun l..

+ Ty tng ngnh hng, mt hng c th m s c hoc khng, t hoc nhiu cc cp v s lng nhn vin trn h tr cc cp trung gian bn hng. Ngoi cng vic chnh l h tr v chm sc cc i l, cc cp nhn vin ny cn lm nhim v thu thp thng tin, tnh hnh th trng, i th cnh tranh, phn khc khch hng..nhm kp thi bo co v nh sn xut c cc i sch kp thi vi tnh hnh bin i .

+ Tm li trong chin lc Marketing, cc nh sn xut hay cung cp dch v thng p dng c hai phng php trn, mi phng php s ph hp vi tng thi im, ngnh ngh, tng c th sn phm hay dch v.

- Chin lc ko: L phng php Marketing nhm vo ngi tiu dng cui cng thc y h i n quyt nh mua qua kch thch c cc trung gian mua hng. Ni ng hn, y chnh l chin lc li ko nhng khch hng mua l hay ngi tiu dng mua hng ca mnh thng qua cc cng c trc tip to ra nhu cu nh:

+ Qung co trn cc phng tin truyn thng i chng (Bo ch, truyn hnh, Internet, Radio, Brochure..)

+ T chc s kin (Event) nh ngy hi tui th, ngy th gii khng su rng, khnh thnh hay khi cng mt cng trnh vi s chng kin ca lnh o cao cp, tung ra mt hng mi vi s xut hin ca cc ngh s danh ting tham gia gii thiu sn phm.

+ Quan h cng chng (Public relation) nhm to quan h tt vi cc c quan truyn thng h gii thiu mt cch khch quan v sn phm/dch v n khch hng, ngi tiu dng.

+ T chc s dng th (n, ung..) cho khch hng nhng cha bn sn phm, lm cho nhu cu ca khch hng ngy cng tng, cng mun c sn phm hoc dch v ngay. Qua cc cng c Marketing trn, mc tiu ca nh sn xut hay cung cp dch v l lm sao tc ng li ko, gy s ch , to nhu cu cn thit, kch thch s ham mun phi c ngay sn phm trong tm tr ca khch hng. V khi c nhu cu, khch hng s tm n cc cp trung gian (i l, nh phn phi) mua sn phm hoc dch v .



Chin lc y

Chin lc ko Hnh 1.2: M hnh chin lc y v ko

- Giai on chu k sng ca sn phm: Mi giai on chu k sng ca sn phm s yu cu mt mc tc ng ca cc cng c truyn thng l khc nhau nhm t c mc tiu trong giai on .

- Giai on sn sng ca ngi mua: Cc cng c c ng c chi ph khc nhau trong giai on sn sng khc nhau ca ngi mua. Qung co v tuyn truyn gi nhng vai tr quan trng nht trong giai on bit n, ln hn so vi nhng cuc ving thm t xut ca cc i din bn hng hay khuyn mi. S hiu bit y ca khch hng chu tc ng ch yu ca qung co v bn hng trc tip. Bn hng trc tip v mt phn nh hn l ca qung co v khuyn mi c tc dng ng k n vic cng c nim tin ca khch hng. 2. PHT TRIN CHIN LC TRUYN THNG HIU QU 2.1. nh dng cng chng mc tiu Ngi truyn thng mun thc hin cng vic truyn thng th trc ht phi xc nh r rng i tng cn truyn thng tin l ai? Cng chng c th l nhng khch mua tim nng cc sn phm ca doanh nghip, nhng ngi s dng hin thi, nhng ngi quyt nh hay nhng ngi gy n hng. Cng chng mc tiu c th l nhng c nhn hoc nhng nhm ngi no . Cng chng mc tiu s nh hng quan trng n nhng quyt nh ca ngi truyn thng v: Ni ci g? Ni nh th no? Ni khi no? Ni u? V ni vi ai?.. 2.2. Xc nh mc tiu truyn thng Mt khi xc nh c cng chng mc tiu v nhng c im ca n th ngi truyn thng Marketing phi xc nh c li p ng m mnh mun nhn t cng chng mc tiu. Ngi lm Marketing c th tm kim cng chng mc tiu phn ng p li v, nhn thc, cm th hay hnh vi. Ngha l ngi lm Marketing c th khc su vo tm tr ngi tiu dng iu g , thay i thi hay thc y ngi tiu dng n ch hnh ng. C nhng m hnh khc nhau v phn ng p li ca ngi tiu dng. M hnh Mc hiu qu (Nhn thc, cm th, hnh vi) v m t trng thi sn sng ca ngi mua (Bit, hiu, thch, chung, tin chc v mua). Ngi

Ngi sn xut Ngi trung gian Ngi s dng cui cng

Ngi sn xut Ngi trung gian Ngi s dng cui cng



tiu dng c th ang bt c trng thi no, v vy ngi truyn thng phi xc nh c xem a s ngi tiu dng ang giai on no trin khai mt chin dch truyn thng hp l. Da vo a ngi tiu dng n giai on tip theo. V c bn, mc tiu truyn thng c ng ph thuc vo tng giai on trong qu trnh nhn thc ca khch hng.

Bng 1.1: M hnh mc p ng ca ngi tiu dng

M hnh Giai on

M hnh ADIA

Mc ca hiu qu

M hnh chp nhn i mi

M hnh truyn thng

Giai on nhn thc

Ch Bit

Hiu

Bit n Tip xc

Tip nhn

Phn ng p li

Giai on cm th

Quan tm

Mong mun

Thch

Chung

Tin tng

Quan tm

nh gi

Thi

C nh

Giai on hnh vi

Hnh vi

Mua

Dng th

Chp nhn

Hnh vi

* Nhn xt: y ta gii thch rng ngi mua tm rt nhiu vo loi sn phm v h nhn thc r s khc bit ca tng sn phm . V vy ta s s dng m hnh Mc hiu qu (nhn thc, cm th hnh vi) v m t su trng thi sn sng ca ngi mua: Bit-hiu-thch-chung-tin-mua.

- Bit (Awareness): Ngi truyn thng trc ht phi nm c vic cng chng mc tiu bit n sn phm hay t chc ca mnh nh th no. Nu a s h cha bit g v doanh nghip v sn phm ca n, th cng vic ca ngi truyn thng l to cho h bit, t nht cng l tn ca doanh nghip.

- Hiu (Knowledge): Cng chng mc tiu c th bit v sn phm doanh nghip nhng li khng bit nhiu. Mc tiu tip theo ca ngi truyn thng l chuyn lng thng tin cn bn v sn phm v cng ty n khch hng mc tiu mt cch hu hiu.

- Thch (Liking): Nu cng chng hiu v sn phm, liu h c ngh g v sn phm y. Nu cng chng t ra khng c thin cm g vi sn phm th doanh nghip cn trin khai mt chin dch truyn thng nhm gy dng mi thin cm.



- Chung (Preference): Cng chng mc tiu c th thch sn phm nhng li khng a chung n hn sn phm khc. Trng hp ny cn phi khuch trng nhng c tnh ni bt ca sn phm nh: Gi c, cht lng v cc tnh nng khc thuyt phc cng chng v lm tng mc a chung sn phm ca h.

- Tin chc (Conviction): Cng chng mc tiu c th a chung mt sn phm nhng khng tin chc rng mnh s mua n. Cng vic ca ngi truyn thng l thit lp mc tiu truyn thng vng chc rng quyt nh mua sn phm l ng n.

- Mua (Purchase): Mt s trong cng chng mc tiu c th tin, nhng khng hn l tnh ngay n vic mua. H c th ch i c thm thng tin hoc d tnh lm vic sau. Su trng thi trn c tp hp trong ba giai on: Nhn thc (Bit, hiu), cm th (Thch, chung v tin chc), hnh vi (Mua). Ngi tiu dng c th ang bt k mt trong su trng thi sn sng mua . Cng vic ca ngi truyn thng l xc nh xem a s ngi tiu dng ang giai on v trin khai mt chin dch truyn thng a h n giai on tip theo. 2.3. Thit k thng ip Sau khi xc nh c p ng mong mun ca ngi mua, tip theo cn thit k mt thng ip c hiu qu. Mt cch l tng, theo m hnh AIDA mt h thng thng ip phi gy c s ch (Attention), to c s quan tm (Interest), khi dy c mong mun (Desire) v thc y c hnh ng (Action). Trong thc t, t c thng ip no a n vi ngi tiu dng c trn vn, t trng thi bit n hnh vi mua. Tuy nhin, cu trc AIDA vn a ra c nhng tiu chun ng mong mun. Vic to thnh mt thng ip s to i hi gii quyt bn vn : Ni ci g? (Ni dung thng ip), Ni th no cho hp l (Cu trc thng ip), Ni th no cho din cm (Hnh thc thng ip) v ai ni c tnh thuyt phc (Ngun thng ip). 2.3.1. Ni dung thng ip Ngi truyn thng phi bit c h ni ci g to c s p ng mong mun. Qu trnh ny c gi bng nhng cch khc nhau l: Son tho li mi, ch , tng hay rao bn c bit. Tp trung li l nu mt s li ch, ng c, c im hay l do ti sao cng chng cn ngh hay nghin cu sn phm.

- Mi cho l tnh: Lin h n nhng li ch ring ca ngi mua, rng sn phm s em li nhng g m ngi mua mong i: Cht lng, tnh kinh t, gi tr hay cc tnh nng c bit khc ca sn phm.

- Mi cho tnh cm: Khi dy nhng tnh cm tch cc hay tiu cc ng mc a n vic mua.

- Mi cho o c: Hng ngi ta n s thc v ci thin, thc gic s ng h ca mc tiu c tnh cht x hi. 2.3.2. Cu trc thng ip Hiu qu ca mt thng ip ph thuc rt nhiu vo cu trc cng nh ni dung ca n. Ngi truyn thng phi quyt nh c nn a ra kt lun r rng hay cng chng t a ra kt lun. Thc t cho thy a ra kt lun r rng th thng hiu qu



hn. Hay quyt nh nn a ra nhng lun chng anh thp vo u hay cui thng ip. Mt thng ip gm c ba phn:

- Phn bo danh: Tn, logo, slogan - Phn thng tin: Thng tin lin lc, thng tin v sn phm hoc dch v, thng

tin cho khch hng. - Phn n tng: Ngn t, hnh nh, m thanh v b cc.

2.3.3. Hnh thc thng ip Hnh thc biu t thng ip phi tht sinh ng cun ht s ch , quan tm v d thuyt phc ngi mua. i vi mt n phm qung co, ngi tuyn truyn phi quyt nh v tiu , li l, minh ha, mu sc v th hin theo cch cao tnh l thng v tng phn, hnh nh v tiu li cun, hnh thc khc thng, kch c v v tr gy c s ch , hnh nh sng ngNu truyn qua radio th phi chn t ng, cch pht m v cht lng ging c (Tc c, nhp iu, cao , mc r rng, sc truyn cm v ging c). Nu thng ip c thc hin trn truyn hnh hay giao tip trc tip th phi cng thm cc yu t khc nh: Ngn ng ca hnh th, phong cch (nhng gi khng li), nh v p v s biu l ca nt mt, dng v v s vn ng ca thn th, trang phc, kiu tc Nu thng ip c truyn qua sn phm hay bao b th cn lu n cch sp t hng thm, mu sc, kch thc v kiu dng ca sn phm/dch v. 2.3.4. Ngun thng ip S tc ng ca thng ip i vi ngi tiu dng cn chu nh hng bi vic h cm nhn v ngi gi nh th no. Cc thng ip c gi i t nhng ngun ng tin cy th c tnh thuyt phc cao. C ba yu t lm tng mc tin cy ca ngun:

- Tnh chuyn mn: Biu th mc m ngi truyn thng c c thm quyn ng h mt lun im.

- Tnh ng tin: Lin quan n vic ngun c cm nhn c mc khch quan v trung thc ra sao.

- Tnh kh i: Th hin mc hp dn ca ngun thng ip i vi cng chng. V vy, ngun hu hiu nht l ngun t mc cao trong c ba yu t trn. 2.4. La chn phng tin truyn thng 2.4.1. Knh trc tip Bao gm hai hay nhiu c nhn truyn thng trc tip vi nhau. H c th truyn thng qua tip xc trc tip nhn vin vi i tng, qua in thoi hoc qua th t trn c s giao tip c nhn. Knh trc tip c chia lm ba loi:

- Knh gii thiu: Gm nhng nhn vin bn hng ca doanh nghip tip xc trc tip vi khch hng mc tiu.

- Knh chuyn vin: Gm nhng chuyn vin c lp pht biu kin ca mnh trc cng chng mc tiu.



- Knh x hi: Gm nhng ngi lng ging, bn b cc thnh vin trong gia nh nhng ngi ng s ni chuyn vi khch hng mc tiu. L s truyn thng trc tip gia cc nhm ngi trong x hi c gi l s truyn ming. 2.4.2. Knh gin tip Knh ny chuyn ti thng ip m khng c s tip xc hay giao tip trc tip gia ngi truyn thng v ngi nhn. Knh gin tip gm c:

- Phng tin truyn thng i chng: Gm cc phng tin truyn thng di dng n phm (th trc tip, bo v tp ch), nhng phng tin truyn thng qung b, (Truyn thanh, truyn hnh), nhng phng tin truyn thng in t (ghi m, ghi hnh, a ghi hnh, internet) v nhng phng tin truyn thng trng by (Pano, bng hiu, p phch). Hu ht cc thng ip gin tip u tri qua cc phng tin truyn thng c tr tin (tn chi ph).

- Bu khng kh: L khung cnh sp t c ch tm nhm to ra hoc cng c xu hng mua hng v tiu th sn phm.

- Cc s kin: L nhng cng vic c ch tm, nhm chuyn ti cc thng ip c bit n cng chng mc tiu nh: T chc hp bo, l khai trng, bo tr hot ng th thao.. 2.5. Xy dng ngn sch c ng 2.5.1. Phng php cn c vo kh nng ngn sch dnh cho c ng Nhiu doanh nghip xc nh ngn sch c ng mc m h c th dnh cho hot ng ny. Phng php xc nh ngn sch ny hon ton b qua vai tr ca c ng nh mt khon u t v nh hng tc thi n khi lng tiu th. 2.5.2. Phng php tnh t l phn trm doanh thu Nhiu doanh nghip xc nh ngn sch c ng ca mnh bng t l phn trm trn doanh thu hay ca gi bn.

- u im: + N c ngha l chi ph c ng s thay i ty theo kh nng ca doanh nghip. + Khuyn khch ban lnh o ca doanh nghip ngh n mi lin h gia chi ph

c ng, gi bn v li nhun trn n v sn phm. + Khuyn khch n nh cnh tranh mc m cc doanh nghip ch c c ng

mt t l phn trm doanh thu ca mnh xp x bng nhau. - Nhc im:

+ Xc nh ngn sch trn ngn qu hin c ch khng theo c hi th trng. + Khng khuyn khch vic c ng theo chu k hay theo chi ph tin cng. + Gy tr ngi cho vic lp k hoch di hn. + Khng to ra c mt cn c logic la chn mt t l phn trm c th.

2.5.3. Phng php cn bng cnh tranh Mt s doanh nghip xc nh ngn sch c ng theo nguyn tc m bo ngang bng vi chi ph ca cc i th cnh tranh. H tin rng bng cch ch mt t l phn trm doanh thu bn hng cho qung co ngang bng vi i th cnh tranh h s duy



tr c th phn ca mnh. Quan im ny cho rng mc chi ph ca cc i th cnh tranh th hin s sng sut tp th ca ngnh v vic duy tr cn bng cnh tranh gip ngn chn cc cuc chin tranh c ng. 2.5.4. Phng php cn c vo mc tiu v nhim v Phng php ny i hi nhng ngi lm Marketing phi xy dng ngn sch c ng ca mnh trn c s xc nh mc tiu c th v nhng nhim v cn phi hon thnh t c mc tiu ri c tnh chi ph thc hin nhng nhim v . Tng cc chi ph ny l d ton ngn sch c ng:

- Xc nh ch tiu th phn - Xc nh s phn trm th trng m vic qung co cn t ti - Xc nh phn trm khch hng tim nng, cn thuyt phc dng th nhn hiu. - Xc nh n tng qung co tnh trn 1% s ngi dng th. - Xc nh s im ch s tng hp cn t c. Mt im ch s tng hp l 1 ln

tip xc trn 1% cng chng mc tiu. - Xc nh ngn sch qung co cn thit cn c vo chi ph bnh qun cho mt

im s tng hp. Phng php ny c u im l i hi ban lnh o phi trnh by r nhng gi thit ca mnh v mi quan h gia tng chi ph, mc tip xc, t l dng th v mc s dng thng xuyn. 2.6. Quyt nh h thng c ng 2.6.1. Qung co a. Khi nim Qung co l mt trong nm cng c ch yu m cc doanh nghip s dng hng thng tin thuyt phc vo ngi mua v cng chng mc tiu. Qung co l mt hnh thc truyn ti thng ip c hiu qu v chi ph. b. Cc tnh cht ca qung co

- Tnh i chng: V s truyn thng mang tnh thng nht nn nhiu ngi nhn c thng ip nh nhau v ngi mua bit rng mi ngi cng s hiu c ng c mua sn phm ca h.

- Tnh su rng: Qung co c c nhiu ngi tip nhn cng lc v c tnh lp i lp li nn nh hng su rng n cng chng mc tiu.

- Tnh biu cm: Qung co to ra s a chung, hnh nh p v sn phm, doanh nghip nh n tc dng ca hnh nh, m thanh, mu sc..

- Tnh chung: Cng chng c th theo di hay khng theo di, m khng phi chu ng sc p no v qung co c thoi v gin tip. c. Xc nh mc tiu C th sp xp mc tiu ca qung co thnh cc nhm mc tiu sau y:

- Mc tiu thng tin: + Thng bo cho th trng bit v sn phm mi + Nu ra nhng cng dng mi ca sn phm



+ Gii thch nguyn tc hot ng ca sn phm + M t nhng dch v hin c + iu chnh li nhng n tng khng ng + Gim bt nhng ni lo ngi ca ngi tiu dng + To dng hnh nh ca doanh nghip.

- Mc tiu thuyt phc: + Hnh thnh s a thch nhn hiu + Khuyn khch ngi mua chuyn sang nhn hiu ca mnh + Thuyt phc ngi mua mua ngay + Thuyt phc ngi mua tip ngi cho hng v m giao dch.

- Mc tiu nhc nh: + Nhc nh ngi mua l sp ti h s cn sn phm + Nhc nh ngi mua v a im c th mua sn phm + Nhc nh ngi mua v s c mt ca sn phm trong k tri v + Duy tr s bit n sn phm mc cao.

d. Quyt nh v ngn sch qung co Sau khi xc nh mc tiu, cn lp ngn sch qung co cho tng sn phm c th. Cn ch nhim v ca qung co l lm cho sn phm c gia tng tiu th, tc t mc tiu v doanh s. Ta c th xc nh ngn sch qung co bng bn phng php sau: Cn c vo kh nng, n nh t l phn trm trn doanh thu, cn bng cnh tranh, cn c vo mc tiu v nhim v. Mt s yu t c th cn xem xt khi xc nh ngn sch qung co:

- Cc giai on ca chu k sng sn phm - Th phn v iu kin s dng - Cnh tranh - Tn sut qung co - Kh nng thay th ca sn phm.

e. Quyt nh thng ip qung co Mc sng to ca cc thng ip cc k quan trng, quyt nh s thnh cng ca mt chin dch qung co. Cc thng ip khc nhau th c mc sng to khc nhau v khng nht thit xng vi s tin b ra. Ngi lm qung co phi tri qua ba bc: Thit k thng ip, tuyn chn v nh gi thng ip, thc hin thng ip. f. La chn phng tin qung co Quyt nh v phm vi, tn sut v cng tc ng:

- Phm vi qung co: Biu th s ngi hay h gia nh tip xc c vi mc qung co c th trn phng tin truyn thng t nht mt ln trong mt khong thi gian nht nh. Ngi lm qung co phi nh r chin dch qung co ca mnh s n vi bao nhiu ngi trong th trng mc tiu vi mt khong thi gian no .

- Tn sut qung co: L s ln mt ngi hay h gia nh tip xc vi thng ip qung co trong mt khong thi gian nht nh.



- Cng tc ng: L gi tr nh lng ca ln tip xc qua mt phng tin. Bng 1.2: La chn phng tin qung co

Phng tin truyn thng

u im Nhc im

1. Bo ch Linh hot, kp thi, bao qut c th trng, nhiu ngi chp nhn, tin cy cao.

Thi gian tn ti ngn, cht lng ti hin km, t ngi c.

2. Truyn hnh Kt hp hnh nh, m thanh v c ng khi dy cm xc, thu ht mnh s ch .

Gi cao, nhiu ngi qung co, cng t c tuyn chn.

3. Gi th trc tip Cng chng c s la chn, trc tip, khng c cnh tranh trn cng phng tin.

Gi tng i cao, kh to hnh nh su m.

4. Truyn thanh i chng, a bn v cng chng c chn lc, gi r.

Sc thu ht km hn truyn hnh, tip xc thong qua.

5. Tp ch a bn v cng chng chn lc, tin cy v uy tn, tn ti lu, nhiu ngi c.

Thi gian t khi t n khi ng qung co lu, khng m bo v tr tt.

6. Qung co ngoi tri Linh hot, tn sut lp li cao, gi r, t cnh tranh.

Cng chng khng chn lc, hn ch tnh sng to.

g. nh gi hiu qu ca qung co Qung co cn c nh gi lin tc, do cc nh nghin cu dng nhiu k thut o lng hiu qu truyn thng v doanh s do tc ng ca n.

- Nghin cu hiu qu ca qung co: Nhm tm cch xc nh mt qung co c truyn t hiu qu hay khng. C ba phng php nh gi:

+ nh gi trc tip: L ngh ngi tiu dng nh gi cc phng n qung co khc nhau.

+ Trc nghim tp trung qung co: Yu cu ngi tiu dng xem hay lng nghe mt lot qung co trong mt thi gian cn thit, sau ngh h nh li cc qung co v ni dung ca chng.

+ Trc nghim trong phng th nghim: L dng cc thit b ghi nhn phn ng tm sinh l ca ngi tiu dng i vi qung co.

- Nghin cu hiu qu doanh s: Doanh s chu nh hng ca nhiu yu t khc ngoi qung co, do hiu qu ca qung co v doanh s thng kh o lng hn hiu qu truyn thng. Tc ng v doanh s d o lng nht l khi bn theo th t t hng v kh o lng nht khi qung co cho nhn hiu hoc km theo xy dng hnh nh doanh nghip. Cc nh nghin cu c gng o lng doanh s bng nhng phn tch thc nghim ln phn tch qu trnh lch s.



2.6.2. Marketing trc tip a. Khi nim L tng th nhng hot ng ca ngi bn, tc ng n vic trao i nhng hng ha v dch v vi ngi mua, nhng n lc trc tip n khch hng mc tiu, s dng mt hay nhiu phng tin truyn thng nhm thu ht mt s phn ng t khch hng tim nng v khch hng hin ti. Cc hnh thc ph bin ca Marketing trc tip l: Marketing bng catalogue, Marketing bng th trc tip, Marketing p ng trc tip trn truyn hnh, truyn thanh, bo, tp ch, mua hng in t, mua hng bng my t hng ti cc ca hng.. b. Mc tiu ca Marketing trc tip L nhm lm cho khch hng mua ngay sn phm. S thnh cng ca n c nh gi bng mc phn ng p li ca khch hng. Cc mc tiu khc ca Marketing trc tip c th to ra s bit n v nh mua sau ny. Li ch ca Marketing trc tip pht i thng tin cng c hnh nh ca nhn hiu v ca doanh nghip. c. Khch hng mc tiu Nhng ngi lm Marketing trc tip cn hnh dung ra c im ca khch hng hin c v nhng khch hng tim nng c nhiu trin vng mua nht. Khch hng mc tiu tt nht l nhng ngi mi mua gn y nht, nhng ngi mua thng xuyn v nhng ngi mua nhiu. d. Chin lc bn hng Ngi lm Marketing trc tip cn xy dng mt chin lc cho hng c hiu qu p ng nhng nhu cu ca th trng mc tiu. Chin lc cho hng gm 5 yu t l: Sn phm, cho hng, phng tin truyn thng, phng php phn phi v ng x sng to. e. Trc nghim cc yu t Marketing trc tip v o lng kt qu Mt trong nhng li th ca Marketing trc tip l c th trc nghim tnh hiu qu ca cc yu t khc nhau ca chin dch cho hng trong iu kin ca th trng. C th trc nghim tnh cht ca sn phm, vn bn qung co, gi bn, cc phng tin truyn thng, danh sch gi th Mc d mc p ng ca Marketing trc tip ch c mt con s, vic trc nghim cc yu t ny c th lm tng ng k s ngi bit n sn phm v s ngi hon thnh nh mua trong tng lai, t c th m rng kh nng sinh li cho cc doanh nghip. 2.6.3. Khuyn mi a. Khi nim L nhng khch l ngn hn di hnh thc thng khuyn khch dng th hoc mua sn phm hay dch v. L nhm cng c truyn thng s dng hn hp cng c c ng nhm kch thch th trng p ng mnh hn, nhanh hn.



b. Cc cng c c trng c bn ca khuyn mi Truyn thng: Gy s ch v cung cp thng tin a khch hng n sn phm. Kch thch: Dng nhng cng c thc y, ng vin gia tng li ch thuyt phc khch hng mua ngay. Cho mi: Nh mt li mi cho, thc gic khch hng mua ngay sn phm. c. Xc nh mc tiu khuyn mi

- i vi ngi tiu dng: Mc tiu l thc y tiu dng nhiu hn, khuyn khch ngi tiu dng cha s dng dng th sn phm v thu ht ngi ang s dng sn phm ca hng cnh tranh.

- i vi ngi bn l: Khuyn khch h bn nhng mt hng mi, d tr hng nhiu hn, thc y mua hng vo thi k tri v, khuyn khch tn tr nhng mt hng c lin quan vi nhau v tm cch thm nhp cc knh phn phi.

- i vi lc lng bn: Mc tiu l khuyn khch h ng h nhng sn phm hay mt hng mi, c gng tm kim khch hng mi nhiu hn v kch thch bn hng trong ma vng khch. d. La chn cc phng tin khuyn mi C nhiu cng c c th s dng nhm t c mc tiu khuyn mi, vn l ngi lm Marketing phi la chn c cng c c chi ph ph hp v mang li hiu qu cao. Nhng cng c chnh bao gm:

Bng 1.3: Nhng cng c chnh trong khuyn mi

Trung gian phn phi Ngi tiu dng cui cng Nh s dng cng nghip

- Gim gi hay tng qu - Trng by ti im bn - Hun luyn nhn vin - Trnh din sn phm - H tr bn hng - Tng qu

- Tng sn phm mu - Tng phiu gim gi - Tng s lng sn phm - Dng th min ph - Thi, tr chi trng thng - Th VIP, th khch hng

- Hi ch - Ti liu - Hi ngh bn hng - Trnh by sn phm - Gim tin - Chit khu

- Hng mu, qu tng, phiu thng, gi hng chung, phiu i hng..: Nhm to nn ng lc thc y khch hng tiu th nhiu hn.

- Trng by v trnh din ti ni bn hng. - Kch thch thng mi:

+ Ti tr mua hng: L nhng khong tin c tr bt hay gim gi cho nhng ngi bn bun mua hng trong mt thi gian nht nh.

+ Ti tr c ng: Nh ti tr qung co b p chi ph qung co do ngi bn thc hin.

+ Ti tr trng by: Khuyn khch ngi bn trng by hay trnh din sn phm. + Hng min ph: L nhng l hng tng thm cho nh bun khi h mua n mt

khi lng no .



- T chc hi ngh khch hng v cc bui trin lm thng mi. - Trin khai chng trnh khuyn mi.

e. Xy dng chng trnh khuyn mi Nh lm Marketing phi a ra nhng quyt nh sau y trin khai chng trnh khuyn mi:

- Quy m khch l: Nh Marketing phi quyt nh ha hn bao nhiu - iu kin tham gia: C th dng cho mi khch hng c tham gia mua hng.

Nhng nhn vin trong cng ty v thnh vin trong gia nh h khng c tham gia. - Thi hn c ng: Nu thi hn qu ngn, nhiu khch hng khng kp tham gia.

Nu thi gian qu di th chng trnh s mt dn tnh lm ngay. f. T chc thc hin, kim tra v nh gi kt qu khuyn mi cc chng trnh khuyn mi thc thi mt cch c hiu qu cn chun b cc k hoch thc hin v kim tra cho tng bin php. K hoch thc hin phi tnh c thi gian chun b v thi gian bn hng. Cc nh sn xut c th s dng bn phng php nh gi hiu qu l:

- So snh doanh s trc - Trong v sau khi p dng bin php khuyn mi - Nghin cu d liu v nhm khch hng - Kho st khch hng v th nghim.

2.6.4. Quan h cng chng a. Khi nim Truyn thng l mt hnh thc truyn thng khng mang tnh c nhn cho mt sn phm hay cho mt doanh nghip thng qua vic truyn b thng tin m khng phi tr tin. Cc hnh thc tuyn truyn gm c: Vit bi gii thiu sn phm hay doanh nghip ng trn cc bo.. Quan h cng chng l nhng hot ng truyn thng nhm xy dng danh ting ca cng ty v sn phm i vi cng chng. Hin nay thng gi tt l PR. i tng nhn cc thng ip PR l cc gii cng chng bao gm: Gii tiu th, cc nh u t, chnh ph, cc nh bo, cc thnh vin phn phi b. Xc nh mc tiu Mc tiu ca quan h cng chng l:

- To ra s hiu bit: ng ti cc t liu trn phng tin truyn thng thu ht s ch n sn phm, dch v, con ngi, t chc hay tng.

- To dng uy tn: Truyn thng ip qua cc bi bo nhm nng cao uy tn - Kch thch lc lng bn hng v nhng ngi phn phi: Nhng t liu vit v

sn phm mi trc khi n c tung ra s gip lc lng bn hng tiu th c sn phm cho nhng ngi bn l.

- Gim bt chi ph c ng: Chi ph ca quan h cng chng t hn gi th trc tip v qung co trn cc phng tin truyn thng. Ngn sch c ng ca doanh nghip



cng nh, th cng nn s dng quan h vi cng chng tranh th phn tm tr ca h dnh cho sn phm v doanh nghip. c. La chn phng tin v thng ip Cc phng tin quan h vi cng chng thng c s dng l nh xut bn, t chc cc s kin khc bit, tm kim v sng tc ra nhng tin tc v doanh nghip, nhng sn phm v con ngi ca n. Mi phng php trn i hi mt cch truyn ti thng ip khc nhau. Do s dng n mt cch c hiu qu th ta cn phi thit k thng ip cho ph hp. Mt s hnh thc ca quan h cng chng:

- Quan h bo ch: Cung cp nhng thng tin c gi tr cho cc phng tin truyn thng li ko s ch v sn phm, v cng ty.

- Tuyn truyn sn phm: Cng b rng ri cc thng tin gii thiu sn phm mi, s ci tin sn phm, nhng c tnh ca sn phm.

- Truyn thng ca doanh nghip: Bao gm truyn thng i ni v i ngoi, nhm lm cho mi ngi hiu bit su hn v t chc .

- Vn ng hnh lang: Lm vic vi cc nh lut php v cc quan chc chnh ph c ng vic ng h hay hy b mt b lut hay mt quy nh no .

- Tham mu: xut vi ban lnh o nhng kin ngh v cc vn c lin quan n cng chng v v v tr, hnh nh ca doanh nghip. d. T chc thc hin v kim tra, nh gi kt qu Trong vic trin khai Marketing quan h vi cng chng, khng phi bao gi thng ip cng c nhng ngi bin tp ca cc phng tin truyn thng chp nhn. V th, chuyn ti c thng ip n cng chng ta phi xem nhng ngi bin tp ca cc phng tin truyn thng nh mt th trng cn c tha mn. 2.6.5. Bn hng trc tip a. Khi nim: L hnh thc giao tip trc tip vi khch hng tng lai nhm mc ch bn hng. b. Mc tiu ca lc lng bn hng

Bng 1.4: Mc tiu ca lc lng bn hng

Loi mc tiu Mc tiu c th

Hng theo nhu cu

Thng tin

- Trnh by y tt c cc thuc tnh ca sn phm. - Gii thch cc thc mc - Kho st chi tit hn cc vn c th pht sinh.

Thuyt phc

- Phn bit nhng thuc tnh ca sn phm so vi i th cnh tranh. - Thay i quyt nh mua hng ca khch hng. - Ti a ha s lng bn trn mi quan h xy dng c.

Nhc nh

- Xoa du s bt mn ca khch hng



- m bo giao hng u n, n nh - Tip tc pht trin quan h khi khch hng mua

Hng theo hnh nh

Ngnh cng ty

- To hnh nh tt v s hin din ca nhn vin bn hng - To s chp nhn tt cho cc hot ng bn hng - To s tin cy cho khch hng v cc gii khc.

- Thm d: Tm kim v gy dng quan h c nhng khch hng mi - Thng tin: Cung cp thng tin v sn phm v v doanh nghip - Bn hng: Tip xc, gii thiu, gii p thc mc, hon tt giao dch - Thc hin dch v: cung cp cc dch v cho khch hng nh: T vn, h tr k

thut, ha thun v ti tr, m bo giao hng nhanh chng. - Thu thp thng tin - Phn b sn phm: nh gi tnh cht tng loi khch hng v phn phi khch

hng cho hp l. c. Xc nh chin lc ca lc lng bn hng Doanh nghip phi b tr lc lng bn hng theo mt chin lc sao cho c th tip xc ng khch hng, ng lc v ng cch. Cc i din bn hng c th lm vic vi tng khch hng hay qua hi tho v hi ngh khch hng c th tip xc vi khch hng. d. Xc nh cu trc ca lc lng bn hng Lc lng bn hng theo cu trc lnh th: Mi ai din bn hng c phn cng mt a bn ring bit, h c ton quyn gii thiu chng loi sn phm ca doanh nghip. Cu trc bn hng ny c mt s u im sau:

- Th nht: Trch nhim ca nhng ngi bn hng c xc nh r rng - Th hai: Trch nhim theo lnh th thc y ngi bn chm lo, vun p nhng

quan h kinh doanh v nhng quan h c nhn ti a phng. - Th ba: Chi ph i li s thp v mi i din bn hng ch di chuyn trong mt a

bn nh. Lc lng bn hng theo cu trc sn phm: Do s cn thit am hiu v sn phm ca cc i din bn hng cng vi s pht trin ca cc loi sn phm v h thng qun tr sn phm, nhiu doanh nghip la chn cu trc ny. Hn ch ca kiu cu trc ny l c th xy ra nhng trng hp c nhiu i din bn hng ca cng mt doanh nghip n cho hng cng mt khch hng trong cng mt thi im. Lc lng bn hng theo cu trc khch hng: Cc doanh nghip thng chuyn mn ha lc lng bn hng ca mnh theo ngnh hay theo loi khch hng. Li ch r nht ca n l mi nhn vin bn hng c th hiu bit cn k v nhng yu cu c bit ca khch hng. Nhng nhc im ca n l khi doanh nghip c nhiu loi khch hng khc nhau phn tn khp ni th i hi nhn vin phi i li nhiu hn. Lc lng bn hng c cu trc hn hp: Khi mt doanh nghip bn nhiu sn phm khc nhau cho nhiu loi khch hng trn mt a bn rng ln, n thng cu



trc nhiu loi khc nhau cho lc lng bn hng ca mnh. Ngi i din bn hng c th c chuyn mn ha theo lnh th-sn phm, lnh th-th trng,.. e. Xc nh th lao ca lc lng bn hng Doanh nghip phi xc nh mc , thnh phn v ch th lao c hiu qu. Mc th lao phi gn vi gi Th trng hin hnh i vi loi hnh cng vic bn hng v nng lc cn thit. Tuy nhin, gi th trng ca nhn vin bn hng kh c th xc nh c r rng. V th cc ch th lao khc nhau v tm quan trng ca cc phn lng c nh, phn lng thay i, phc li ph thm v cng tc ph. 2.7. nh gi kt qu ca cng tc truyn thng c ng Sau khi thc hin kt qu c ng ngi truyn thng phi o lng tc ng ca n n cng chng mc tiu. Vic ny i hi phi kho st cng chng mc tiu xem h c nhn thy hay ghi nh thng ip khng, h nhn thy n bao nhiu ln, h ghi nh c nhng im no, h cm thy nh th no v nhng thng ip , thi trc kia v hin nay ca h i vi sn phm v doanh nghip. Ngi truyn thng cng cn thu thp nhng s o hnh vi phn ng p li ca cng chng. Ngi lm cng tc truyn thng c ng cng s tin hnh nh gi cc n lc xc tin thng qua vic ghi chp thng xuyn, y , chnh xc vic ghi ngn sch cho tt c cc hot ng truyn thng.



CHNG 2: TNH HNH HOT NG KINH DOANH V THC TRNG CHNH SCH TRUYN THNG C NG TI CNG TY TNHH TM & DV TRN TR MAI 1. TNG QUAN V CNG TY TNHH TM&DV TRN TR MAI 1.1. Qu trnh hnh thnh v pht trin Cng ty TNHH TM&DV Trn Tr Mai l doanh nghip thng mi, kinh doanh mua vo bn ra, lu thng hng ha, lm th no a c hng ha n tay ngi tiu dng mt cch nhanh chng nhm mc ch sinh li. Cng ty TNHH TM&DV Trn Tr Mai c thnh lp theo giy php ng k kinh doanh s 0401422432 do s k hoch v u t thnh ph Nng cp vo nm 2011 vi s vn iu l ban u l 1.500.000.000 ng. Trn Tr Mai l n v c t cch php nhn theo lut php Vit Nam. Cng ty c con du ring v c lp v ti sn, c m ti khon ti cc ngn hng theo quy nh ca php lut. Cng ty chu trch nhim v ti chnh i vi cc khon n trong phm vi vn iu l. ng thi cng t chu trch nhim v kt qu kinh doanh ca mnh, hch ton c lp v t quyt nh v ti chnh. Ngnh ngh kinh doanh ca cng ty l phn phi sn phm Vinacafe, sa Vixumilk, nc Yn v cc thc phm tiu dng cc loi.

- Tn y : Cng ty TNHH TM&DV Trn Tr Mai. - M s thu: 0401422432 - a ch: 150 Trn Ph- TP. Nng - Ca hng: 855 Ng Quyn- TP. Nng - in thoi: 0511.383.1435

Ti khon s 1001485916455 ti ngn hng Eximbank chi nhnh Nng. Khi mi thnh lp, cng ty n thun l mt i l phn phi cc mt hng tiu dng thit yu ca cng ty c phn Masan vi s lng nhn vin l 6 ngi. Sau ba nm hot ng bng s c gng n lc ht mnh ca cc nhn vin v ban gim c. Cng ty nm bt c th trng v th hiu ca ngi tiu dng. Mc d gp phi nhiu bin c nhng nhn chung cng ty cng c nhiu bc tin vt bc tr thnh cng ty c uy tn hot ng mnh trn th trng tiu dng. Hin ti cng ty c tng s nhn vin l 26 ngi, mc d khng phi l s lng ln nhng i ng nhn vin rt nhit tnh v nng ng. Vi nh hng m rng th trng phn phi, p ng a dng nhu cu ca ngi tiu dng, cng ty ngy cng c v tr vng chc hn trn th trng. 1.2. c im kinh doanh ca cng ty Cng ty TNHH TM&DV Trn Tr Mai l mt trong nhng doanh nghip phn phi cc sn phm hng tiu dng, thc phm trn th trng min Trung. Tuy ch mi thnh lp vo nm 2009 nhng cng ty TNHH TM&DV Trn Tr Mai nhng cng ty thit lp c cho mnh mt mng li phn phi hng ha n nh cho cc ca hng, i l trn a bn Nng, Qung Nam. S thnh cng ca cng ty ngy hm nay c c l nh s ng h v tin tng rt ln t khch hng. Cng ty



ra mc tiu phn u cho mnh l phi ngy cng hon thin hn nhm cung cp n khch hng nhng sn phm tt nht, dch v chuyn nghip nht v gi c cnh tranh nht. i ng nhn vin trong cng ty nng ng, c kinh nghip v phc v khch hng nhit tnh, khng ch cung cp kp thi cho khch hng m cc sn phm tiu dng cn phi c cht lng cao v gi c li hp l. T ho lm i l phn phi cho cc thng hiu ln, cng ty TNHH TM&DV Trn Tr Mai ngy cng khng nh c v tr ca mnh trn th trng. Nh vy, sn phm do cng ty phn phi lun m bo n tn tay ngi tiu dng vi cht lng sn phm v dch v tt nht. i cng vi mc tiu pht trin ca cng ty l s lin tc ci tin nng cao cht lng phc v nhm tha mn nhu cu ngy cng cao ca khch hng. Cng ty sn sng hp tc, lin doanh, lin kt vi cc i tc pht trin h thng bn l trn a bn Nng ni ring v khu vc min Trung ni chung. Cc sn phm m cng ty ang phn phi:

- Vinacafe cng ty c phn caf Bin Ha - Sa ti Vixumilk-nh my Tn Vit Xun - M tm cc loi - Nc yn, nc tng lc cc loi - Nc mm, nc tng cc loi.

1.3. C cu t chc qun l

(Ngun: Phng t chc-hnh chnh) Ch thch: Quan h trc tuyn Quan h chc nng

Hnh 2.1: S c cu t chc qun l ca cng ty *Nhn xt: Qua s c cu t chc trn ta c thy r c m hnh qun l ca cng ty. Do quy m hot ng kinh doanh ca cng ty vn cn kh hn hp nn dn

Gim c cng ty

Ph gim c cng ty

Phng k ton Phng kinh doanh Phng t chc- hnh chnh



n c cu t chc cng kh s si. Nhn vo s ta thy, gia gim c, ph gim c, phng hnh chnh-t chc, phng kinh doanh, phng k ton c lin kt vi nhau bng mi quan h trc tuyn. T Gim c s truyn thng tin v cho ph gim c v ph gim c s a thng tin tip nhn c truyn t li cho cc phng ban (phng hnh chnh-t chc, phng kinh doanh, phng k ton). i vi mi quan h chc nng, mi quan h ny s ni gia cc phng ban vi nhau, n mang ngha h tr v tc nghip vi nhau trong qu trnh lm vic. 1.4. Chc nng v nhim v ca cc phng ban Gim c: L ngi trc tip qun l mi hot ng ca cng ty. C quyn hn v nhim v cao nht trong cng ty theo ch th trng. Thc hin ngha v vi Nh nc, m bo i sng tinh thn cho cn b cng nhn vin, chu trch nhim v mi mt hot ng ca cng ty trc c quan cp trn, c quyn b nhim, k lut trong phm vi cng ty. Ph gim c: L ngi gip cho gim c trc tip gii quyt cng vic c gim c y quyn ch o cc phng ban chc nng cng ty. L ngi trc tip k kt cc hp ng kinh t ng thi ph trch cc k hoch kinh doanh hng ngy. Phng k ton: L b phn gim st, phn nh y ton b cc hot ng kinh t pht sinh trong qu trnh kinh doanh. Lp k hoch v nhu cu vn kinh doanh nhm m bo ngun kinh doanh ca cng ty. Theo di cht ch cc hot ng kinh t, thu hi cng n, tng hp cc bo co mt cch chnh xc, bo co quyt ton ng hn, ng thi gian quy nh cho Gim c cng ty ni ring v Tng cng ty ni chung. Phng kinh doanh: L b phn trc tip huy ng hng ha v k kt hp ng mua bn gia cc i tc vi nhau, da theo thng k nm trc d tnh tnh hnh bin ng cho nm nay. Qua , xy dng k hoch kinh doanh hp l, khai thc ngun hng m bo cho hot ng kinh doanh lun n nh. Bn cnh thc hin vic gim st th trng v m rng th trng mi. Nghin cu nhu cu khch hng p ng kp thi v sn phm v y cng l b phn h tr c lc cho gim c v ph gim c. Phng t chc-hnh chnh: Tham mu, gip vic cho gim c cng ty v t chc thc hin cc vic trong lnh vc t chc lao ng, qun l v b tr nhn lc, bo h lao ng, ch chnh sch, chm sc sc khe cho ngi lao ng, bo v qun s theo lut v quy ch cng ty. ng thi kim tra n c cc b phn trong cng ty thc hin nghim tc ni quy, quy ch cng ty. Lm u mi lin lc thng tin cho gim c cng ty.. 1.5. Tnh hnh s dng ngun lc ca cng ty 1.5.1. Ngun nhn lc Ngun lc l nhn t c bn nht, n quyt nh n s thnh bi ca cng ty trong qu trnh kinh doanh. D my mc thit b c hin i i chng na m khng c con ngi iu khin th n cng tr nn v dng. Vi c im l mt cng ty TNHH Thng mi v Dch v, hot ng trong nn kinh t lun c s bin ng vi s cnh



tranh tn ti. Do , t khi thnh lp cho n nay cng ty cng xy dng v thc hin cc chnh sch nhm nng cao cht lng ngun nhn lc cho cng ty. V d nh: vo hng qu cng ty u c k hoch c nhn vin tham gia cc lp o to k nng mm nh: Giao tip, xut hin trc cng chng, kh nng thuyt phc..Ngoi ra, cng ty cn tuyn dng thm nhng lao ng c trnh ph hp vi tng ngnh ngh kinh doanh.

Bng 2.1: Tnh hnh ngun nhn lc ca cng ty trong giai on 2011-2013 (n v tnh: Ngi)

Tiu thc Nm 2011 Nm 2012 Nm 2013

S lng

T l (%)

S lng

T l (%)

S lng

T l (%)

Tng s lao ng 14 100 18 100 26 100

1. Phn loi lao ng theo gii tnh: - Nam - N

8 6

57,1 42,9

11 7

61,1 38,9

15 11

57,7 42,3

2. Phn loi lao ng theo trnh : - Sau i hc - i hc - Cao ng - Trung cp

1 5 3 5

7,1

35,7 21,4 35,7

3 7 3 5

16,7 38,9 16,7 27,8

5

11 6 4

19,2 42,3 23,1 15,4

3. Phn loi lao ng theo hnh thc: - Trc tip - Gin tip

12 2

85,7 14,3

13 5

72,2 27,8

19 7

73,1 26,9

4. Phn loi lao ng theo chc v: - Cn b qun l - Nhn vin

1

13

7,1

92,9

2

16

11,1 88,9

4

22

15,4 84,6

(Ngun: Phng kinh doanh) *Nhn xt: Nhn thc c tm quan trng ca lao ng, chnh v vy cng ty khng ch ch trng vo vic tng s lng nhn vin m cn rt quan tm n vn o to, nng cao cht lng trnh cng nh tay ngh cho ngi lao ng. T bng trn ta thy, cht lng ngun nhn lc ca cng ty ngy cng cao vi s lng nhn vin cc bc cao ng, i hc tng ln theo cc nm. V ty thuc vo tng ni dung cng vic m cng ty phn b nhn vin vo tng v tr ph hp. V



cng ty Trn Tr Mai l cng ty chuyn phn phi cc mt hng tiu dng, thc phm, thng xuyn phi i tip xc vi khch hng mi ni khp min Trung. Tnh cht cng vic i hi nhng nhn vin c sc khe tt, chu kh nn cng ty thc hin chnh sch tuyn dng ch trng vo nam gii, theo tng nm s lng nhn vin nam ngy mt tng, c th l: nm 2011 c 8 nam, nm 2012 c 11 nam, nm 2013 c 15 nam. Nhn chung, tt c cc nm s lng nhn vin nam lun ln hn s lng nhn vin n. ng thi, cng ty cng p dng c cng tc tuyn dng ph hp, Trn Tr Mai l mt cng ty c quy m nh nn theo s lng cn b qun l cng t l thun vi quy m kinh doanh. Vi nm 2011 th cng ty ch c 1 cn b qun l, theo tng nm s lng ny cng c tng nhng khng ng k, nm 2012 ch c 2 cn b qun l, n nm 2013 s lng ny c tng ng k ln 4 cn b. Tuy nhin, nhn chung c cu lao ng nh trn cng ph hp vi quy m kinh doanh ca cng ty. T , cng ty c th t c hiu qu kinh doanh, thun li, linh hot trong vic s dng ngun lao ng. V cng ty cng khng trnh khi trong vic gp mt s kh khn nht nh trong vic m bo cht lng ngun nhn lc. V vy, cng ty cn c nhng chnh sch ph hp, hiu qu c th duy tr v m bo c cht lng cng nh s lng ngun nhn lc cho cng ty trong thi gian ti. 1.5.2. Tnh hnh ti chnh ca cng ty

Bng 2.2: Bng cn i k ton ca cng ty trong giai on 2011-2013 (n v tnh: triu ng)

Ch tiu Nm 2011

Nm 2012

Nm 2013

Tng 2012/2011

Tng 2013/2012

A. TSL 78.767 88.413 102.111 12,3 15,5

1. Tin mt 42.942 46.733 50.669 8,8 8,4

2. Hng tn kho 8,973 10.109 13.386 12,7 32,4

3. Cc khon phi thu 17.971 20.706 25.543 15,2 23,4

4. TSL khc 8.881 10.865 12.513 22,3 15,2

B. TSC 5.006 6.501 7.073 29,9 8,8

1. TSC nguyn gi 15.672 18.634 21.066 18,9 13,1

2. Khu hao 10.666 12.133 13.993 13,8 15,3

TNG TI SN 83.773 94.914 109.184 13,3 15,0

A. N PHI TR 60.556 70.361 81.730 16,2 16,2

1. N vay ngn hn 57.423 66.803 77.530 16,3 16,1

- Vay ngn hn ngn hng 30.298 36.812 41.621 21,5 13,1

- Cc khon chi phi tr 27.125 29.991 35.909 10,6 19,7



2. N di hn 2.012 2.265 2.756 12,7 13,7

3. N khc 1.121 1.293 1.624 15,3 25,6

B. VN T C 23.217 24.553 27.454 5,8 11,8

TNG NGUN VN 83.773 94.914 109.184 13,3 15,0

(Ngun: Phng k ton) * Nhn xt: Qua bng c cu trn ta thy gi tr vn kinh doanh ca cng ty qua cc nm u tng ln ng k. T nm 2011 n nm 2012 t 13,3%. Nm 2013, gi tr vn kinh doanh tng 15,03% so vi nm 2012. iu ny cho thy cng ty ang ch trng n vic m rng quy m sn xut nhm p ng nhu cu ca ngi tiu dng. Tin mt cng tng nhng khng nhiu, iu ny th hin s iu tit hi ha gia cc khon chi v thu m bo trnh lng ph. Cc khon tn kho cng c tng nhng khng ng k. Mt mt nhm m bo hng ha cung cp cho th trng, mt khc nhm n nh tnh hnh kinh doanh trong thi gian di. Ti sn c nh cng tng nhng khng ng k v y c s vt cht ca cng ty phn no c khu hao. V ngun vn: Cc khon n ngn hn chim t trng cao do cng ty thc hin chnh sch vay ngn hn ngn hng tr n cho ngi bn v u t vo ti sn lu ng. Nhm phc v cho qu trnh kinh doanh ca cng ty, ng thi thc hin ngha v i vi Nh nc. i vi s bin ng v mt ti sn: ta thy rng tng ti sn ca cng ty tng u theo tng nm, c th nm 2012 tng ln 94.914.000 ng, tng hn nm 2011: 11,141,000 ng tc tng 13.3%. Nm 2013 tng hn nm 2012: 14,270,000 ng tc tng 15.0%. gii thch cho s tng ln ny chng ta c th hiu rng, do trong qu trnh hot ng, cng ty c u t vo mua mt s my mc, thit b nn ti sn ngy cng c xu hng tng ln. Tng ti sn ca cng ty c xu hng tng cao theo tng nm cng l mt iu cng ty cn c gng pht huy hn na trong tng lai. V iu ny s gip cho kh nng ti chnh ca cng ty vng mnh hn. i vi s bin ng v mt ngun vn: Tng t nh v mt ti sn, ngun vn ca cng ty cng ngy mt tng dn. Tng ngun vn nm 2012 tng hn nm 2011 l 11,141,000 ng tc tng 13.3%. Nm 2013 tng hn nm 2012: 14,270,000 ng tc tng 15.0%. iu ny cho thy vic s dng vn ca doanh nghip ngy cng c hiu qu. Vic gia tng ngun vn ch s hu s lm cho c cu ngun vn ca cng ty lnh mnh hn. 1.5.3. C s vt cht, k thut Cng ty TNHH TM&DV Trn Tr Mai c thnh lp vo nm 2009, khi a vo hot ng cng ty trang b c s vt cht k thut tng i y , c my vi tnh cho nhn vin, my fax, my photocopy. Phng lm vic cho nhn vin c trang tr thong mt, c h thng iu ha. Hn na, cng ty cng c u t xe ti phn phi sn phm cho khch hng t hng vi khi lng ln v v tr tng i xa

Bng 2.3: C s vt cht-k thut ca cng ty



(n v tnh: Chic)

Sn phm S lng

B phn vn phng My vi tnh 8

My in 1

My fax 1

in thoi bn 3

T vn chuyn Xe ti (Huyndai) 4

Xe my 5

(Ngun: Phng kinh doanh) Nhn chung c s vt cht ca cng ty TNHH TM&DV Trn Tr Mai tng i t, tuy nhin so snh vi quy m ca cng ty th s lng c s vt cht p ng c yu cu v phc v c ti a cho cng tc lm vic ca nhn vin. i vi tnh hnh hot ng v quy m kinh doanh ang ngy cng m rng nh hin nay th cng ty cng v ang u t ti a v my mc thit b, xe vn chuyn phc v tt hn trong qu trnh lm vic nhm tng hiu qu kinh doanh. 2. TNH HNH KINH DOANH CA CNG TY TRONG THI GIAN QUA 2.1. Mi trng kinh doanh 2.1.1. Mi trng v m a. Mi trng kinh t i vi Vit Nam, nhim v trng tm trong nm 2013 l u tin kim ch lm pht, n nh kinh t v m, duy tr mc tng trng mt cch hp l gn vi i mi m hnh tng trng v ti c cu nn kinh t, nng cao cht lng, hiu qu v sc cnh tranh ca nn kinh t. Kt qu thc hin trong 9 thng u nm 2013 c th hin mt s im di y:

- Tc tng trng kinh t: Tc tng trng kinh t bnh qun trong 3 nm 2011-2013 ch t 5,6%, l nm Vit Nam c tc tng trng thp nht trong 13 nm tr li y, thp xa so vi ch tiu tng trng bnh qun theo k hoch (6,5%-7%). Trong khi tc tng trng kinh t ca nc ta chm li th mt s nc trong khu vc ASEAN c s ci tin r rt. Tuy nhin, nu nhn ring theo tng qu th trong nm 2013, ta thy rng qu sau c tc tng trng cao hn qu trc. iu ny cho thy nn kinh t ang c du hiu t chuyn bin, cng thm s tc ng ca vic iu hnh chnh sch kinh t v m. y s l c hi cho cng ty TNHH TM&DV Trn Tr Mai trong vic tng bc xy dng v ci thin hnh nh, khng nh c v th ca mnh trn th trng tiu th.

- Mc lm pht: Mc lm pht nm 2013 tng 6.04%. Nh vy, lm pht nm 2013 thp hn nhiu so vi ch tiu ra l 8%. Kt qu ny c xem l rt tch cc so vi mc tng 6,88% i vi nm 2009 v 11,75% i vi nm 2010. y l iu kh kh quan cho doanh nghip, bi khi ng tin mt gi mc thp th doanh



nghip khng mt qu nhiu chi ph cho vic b p i vi s st gim ca tin t trong cc khon thu c. ng thi doanh nghip cng c th ra c nhng chnh sch, k hoch kinh doanh hiu qu trnh ng trc nguy c ph sn do nhng bin ng khng khip ca lm pht gy ra.

- Li sut: Khi mc li sut ngn hng tng, ngi tiu dng thng c xu hng tp trung vo vic gi tit kim, mc chi cho vic tiu dng ca ngi dn b tht cht, dn n nguy c hng ha ca cng ty phn phi b ng, tn kho. Ring trong nm 2013, li sut c bn gim 5% so vi cui nm 2012, t mc trn 14%/nm xung cn 9%/nm. Li sut vay cng gim t +-20% xung cn +-12-+-13%/nm. Vi vic mc li sut gim, mt mt doanh nghip c th rt tin gi ngn hng, mt khc doanh nghip cng c th chp ly c hi ny tng cc hot ng vay mn nhm u t vo vic m rng quy m kinh doanh. b. Mi trng cng ngh y l nhn t nh hng trc tip v gin tip n doanh nghip. Cc yu t cng ngh s nh hng n qu trnh sn xut sn phm ca nh cung ng, cng nh trong ng dng phn mm qun l ti cng ty v phn mm kt ni vi cc i tc.

- C hi: Khi cng ngh pht trin, cc doanh nghip c iu kin ng dng cc thnh tu ca cng ngh to ra sn phm, dch v c cht lng cao hn nhm pht trin kinh doanh, nng cao nng lc cnh tranh trong mi trng cng ngh cao th cng ty c c hi pht trin v a ra cc sn phm mi.

- Nguy c: Cc nh cung cp ca cng ty khng nm bt kp thi cc yu t cng ngh th sn phm ca h s b tt hu v kh nng cnh tranh ca n trn th trng s km hn, dn n vic phn phi ca cng ty gp kh khn. c. Mi trng t nhin Nng vi li th l thnh ph ln nht min Trung v Ty Nguyn nn to c kh nhiu thun li cho vic pht trin kinh doanh ca cng ty. Thnh ph Nng l mt trong nhng thnh ph c tnh hnh an ninh tt v c nhng chnh sch u i cho cc doanh nghip, nn y cng l iu kin thun li cho vic kinh doanh ca cng ty. Ngoi ra thnh ph Nng l thnh ph khu vc tp trung ng dn c, mang li lng khch hng ln cho cng ty. Bn cnh , thnh ph cn c nhiu chnh sch thu ht nhn ti v c ngun lao ng di do, to iu kin cho cng ty tm kim ngun Lao ng. Nng l ni c nhiu danh lam thng cnh, thu ht nhiu khch du lch n vi ni y. Nu bit nm bt c hi tip cn khch hng th cng ty s ngy cng m rng c th trng v tng doanh s. Vic khch du lch n vi Nng ngy mt nhiu cng l mt trong nhng yu t lm tng quy m hot ng kinh doanh v doanh s bn ca cng ty. T , cng ty s c pht trin nhiu hn trong quy m th trng, cht lng sn phm (yu cu ca ngi tiu dng ngy cng cao, c bit i vi du khch nc ngoi), v chiu di v dn rng dng sn phm ang c ti cng ty. ng thi, cng ty cng m rng thm c mng li bn hng, s lng



khch hng tiu dng sn phm ca cng ty s ngy cng tng thng qua vic tng s lt khch du lch vo Nng. V tr a l nm khu vc trung tm thnh ph nn rt thun li trong vic giao lu bun bn v cc hot ng truyn thng cho cng ty. Tuy nhin, Nng cng l ni c iu kin kh hu kh phc tp, cc cn bo thng c xu hng b vo. V vy, iu ny cng gp phn nh hng ln n qu trnh bo qun cng nh vn chuyn hng ha v c qu trnh tiu dng sn phm ca khch hng. d. Mi trng vn ha-x hi Yu t vn ha x hi ng vai tr quan trng trong s bin ng ca th trng, n tc ng n hot ng tiu th ca sn phm. S bin ng v pht trin ca th trng hng thc phm, c bit l cc nhn t nh hng n nhn thc v nhu cu s dng hng thc phm ca ngi tiu dng. Mt khc, vi thu nhp bnh qun u ngi ngy cng tng ln th nhu cu s dng cc sn phm m bo cht lng v an ton ngy cng c ch trng. y chnh l c hi cho hot ng pht trin kinh doanh ca cng ty e. Mi trng chnh tr-php lut Hot ng kinh doanh ca cc doanh nghip trn th trng Vit Nam u chu s gim st, bo h ca th ch chnh tr v php lut ti y bo v cho chnh doanh nghip khi tnh trng phi php nh: Bn ph gi, gian ln thng mi,..Tip l bo v quyn li ca ngi tiu dng. V sau cng l bo v li ch chung, cng bng x hi. Vi s hi nhp vo nn kinh t th gii, h thng php lut Vit Nam v ang c sa i ph hp v ngy cng hon thin hn. Nhm mc ch bo v quyn v li ch chung cho ton th cc doanh nghip v ngi tiu dng. Hin nay, vi tnh hnh bin ng phc tp ca ton th gii th Vit Nam c cng nhn l quc gia c nn chnh tr n nh, cc chnh sch u t ngy cng c m rng v cc th tc ngy cng thng thong hn. To iu kin thun li cho cc tp on, cc cng ty a quc gia u t gp phn to c hi pht trin cho cc doanh nghip Vit Nam ni chung v Cng ty TNHH TM&DV Trn Tr Mai ni ring. 2.1.2. Mi trng vi m a. Nh cung cp V cng ty TNHH TM&DV Trn Tr Mai l cng ty chuyn phn phi cc sn phm hng tiu dng, thc phm nn cng ty cn phi thit lp mi quan h vi cc nh cung cp ri sau phn phi hng ha n vi khch hng. Cc mt hng m cng ty phn phi ch yu l:

Bng 2.4: Danh sch nh cung ng ca cng ty

STT Nh cung ng Sn phm a ch



1 Cng ty c phn hng tiu dng Masan.

- M Omachi sn, m Omachi XBH, m Yoshi tm chua cay. - Nc mm Nam Ng Nh, nc mm Chinsu ti t, Chinsu Nam Ng, Chinsu chai eo.. - Cc loi m: m Tin Vua tm s chua cay, m Tin Vua bp ci tht hm..

Tng 12-Ta nh Kumho Asiana Plazan Si Gn.

2 Cng ty c phn Vinacafe Bin Ha

- Ch yu cc mt hng caf nh: + Caf VCF sa bch vng. + Caf gi en + caf gi sa nh.. - Cc mt hng ng cc..

Khu cng nghip Bin Ha 1-ng Nai.

3 Chi nhnh cng ty c phn thc phm v nc gii kht Dona Newtower Nng

- Ch yu cc mt hng nc gii kht nh: Nc yn, nc khong

Qun Cm L- Thnh ph Nng.

4 Cng ty c phn sn xut Tn Vit Xun

- Ch yu cc mt hng sa nh: + Sa ti khng ng, sa ti c ng. + Sa ti Chocola + Sa Vixumilk..

Qun Bnh Thnh - TP. Nng.

5 Cng ty TNHH sn xut thc phm Lan Anh

- Ch yu cc mt hng bt ngt: + Bt ngt happy + Bt ngt chung vng..

Huyn Hc Mn thnh ph H Ch Minh

(Phng kinh doanh) Ngoi nhng thc phm k trn th cng ty cn phn phi cc sn phm khc nh: Ru, nc yn, nc tng lc cc loi..v nhiu mt hng nh l khc. Cng ty l nh phn phi trc tip cc sn phm ca nh cung ng, ng thi nh cung ng cng l nh sn xut, hng ha lun c sn. Vy nn khi cng ty t hng th sau 1 tun hng ha s c giao n kho cho cng ty. p lc t nh cung ng: Gi c dao ng, cht lng sn phm, li nhun, mi trng, kh hu, nhit , qu trnh vn chuyn hay nh hng n thi gian giao hng ng k hn..V vy, cng ty cn c nhng chin lc quan h vi nh cung ng tht kho lo, to n tng tt khng nh hng n qu trnh mua bn, trao i.. b. i th cnh tranh



chun b mt chin lc Marketing c hiu qu, cng ty phi nghin cu cc i th cnh tranh ca mnh cng nh nhng khch hng hin c v tim n. iu c bit cn thit khi cc th trng tng trng tng trng chm. Bi v ch c th tng c mc tiu th bng cch ginh. Cc cng ty cn bit nm bt vn v cc i th cnh tranh. i vi cng ty TNHH TM&DV Trn Tr Mai th i th cnh tranh trc tip vi cng ty l cc cng ty chuyn phn phi cc mt hng thc phm v hng tiu dng trn th trng Nng ni ring v c th trng min Trung ni chung. Tm hiu i th cnh tranh l mt cng vic khng d dng song li rt cn thit. Vn kh khn nht l thu thp v x l thng tin ng thi d on kh nng pht trin h thng knh phn phi ca i th cc nh qun tr knh c th a ra cc quyt nh, la chn ph hp cho knh phn phi ca cng ty. Khng phi vi bt k nh cung ng no, cng ty Trn Tr Mai cng l nh phn phi chnh cho cc sn phm ca h m cn c nhng cng ty phn phi hng tiu dng khc na. V chnh l i th cnh tranh ca cng ty trn th trng hin c. y s l mt iu bt li cho cng ty trong vic tiu th sn phm khi trong th trng c nhng nh phn phi khc cng ang tranh ginh khch hng cho cng mt dng sn phm. Mt khc, i th cnh tranh ca cng ty cng chnh l nhng sn phm c th thay th c cho cc dng sn phm m cong ty ang phn phi. V d: thay v ngi tiu dng s dng sa Vixumilk do Cng ty Trn Tr Mai phn phi th ngi tiu dng c th s dng sn phm thay th khc nh sa Vinamilk, Ba V..m cng ty khng phn phi.. Mt s i th cnh tranh trong ngnh ca cng ty Trn Tr Mai:

Bng 2.5: Danh sch cc i th cnh tranh ca cng ty

STT Tn cng ty c im

1 Caf Trung Nguyn - im mnh: + Danh mc sn phm a dng: Vi 84 sn phm, tiu biu nh: caf sng to 8,caf Chn,Caf Trung Nguyn, G7 Gu Mnh X2 3in1, caf G7 Cappuccino Mocha 12 gi x 18g/gi. Lun ch trng tnh dn tc v yu t vn ha l mt th lc rt ln trong tip th ca cng ty. + Sn phm cht lng tt, hng v c bit, ni ting trong v ngoi nc. + Khu phn phi rt mnh t mng li c sn ca Trung Nguyn v cng tc qung b tip th. - im yu: + Trit l ct li ca sn phm G7 ca Trung Nguyn khi tuyn chin vi Nescafe l: Chin u v thng hiu Vit ang dn mt i sc thuyt phc vi ngi



tiu dng.

2 Nh phn phi-Cng ty c phn thc phm Lm ng (a ch: 341 Hi Phng, phng Chnh Gin, TP. Nng

- im mnh: + Danh mc phn phi sn phm tng i a dng bao gm: ung, ru, nc tri cy, tr, ru vang, ru mnh, sn phm ht iu,.. + L mt nh phn phi c quyn ca cng ty c phn thc phn Lm ng, y l mt th mnh rt ln ca cng ty trong th trng. - im yu: Cn phi m rng th trng nng cao doanh thu cng nh li nhun.

3 Cng ty TNHH pht trin h thng phn phi min Trung (i ch: 251 Nguyn Ch Thanh, Tp. Nng

- im mnh: + Danh mc sn phm phn phi a dng bao gm: Bia, nc gii kht, nc ung tinh khit, t yn, vi c, gia v, m, bnh ph, ru cc loi, tr, caf.. + V tr thun li cho vic giao dch vi khch hng. - im yu: + Cha khai thc ht tim nng ca khu vc + Cng tc t chc knh phn phi trn th trng ni a cha c hoch nh r rng, vn cn mang tnh t pht.

4 Cng ty TNHH TM&DV Li T (a ch: 172 Nguyn Tri Phng, phng Chnh Gin, TP. Nng.

- im mnh: + Nm trung tm thnh ph Nng, thun li cho vic phn phi cc sn phm. + S lng sn phm a dng bao gm: Bia, nc gii kht cc loi, t yn, gia v, tr, caf,.. + Lng khch hng ln, doanh thu lun t mc cao, h thng phn phi rng ri.. - im yu: Vic qun l v s dng kho bi cha thc s hp l t hiu qu, dn n tnh trng thiu ht hng ha lm mt khch hng.

(Ngun: Phng kinh doanh c. Khch hng Khch hng ca cng ty ch yu tp trung l cc ch, shop, tp ha v cc nh hng..V l cng ty chuyn phn phi hng tiu dng, thc phm cc a l, bn s, bn l..nn khch hng hng n ch yu ca cng ty l khch hng t chc. Ty vo nhu cu kinh doanh cng nh s dng m mi khch hng s tiu dng cc sn phm khc nhau ca cng ty phn phi. Di y l nhng khch hng quan trng v lu nm ca cng ty c phn TNHH TM&DV Trn Tr Mai:



Bng 2.6: Danh sch khch hng thng xuyn ca cng ty

Tn khch hng a ch Mt hng tiu th

1. Cng ty TNHH TM c Hnh Trng N Vng -Tp. Nng

Nc mm, nc tng, cc loi m..

2. DN nh hng t nhn B Mn Sn Tr - TP. Nng

Nc mm

3. DN t nhn Sn Giang Ng Hnh Sn - Tp. Nng

Nc mm, st

4. DN t nhn Long Mp qun Phm Vn ng -Tp. Nng

Nc mm, tng t

5. Cng ty TNHH Thin Khnh Ton Quang trung - Tp. Nng

Nc tng, bt ngt

6. Cng ty TNHH Thi Thnh L L i- Tp. Nng

M, tng

7. Cng ty TNHH M Kong ng 2/9-Tp. Nng

Tng, nc mm, xt

8. HTX SXTMDV An Hi ng Nguyn Duy Hiu - TP. Nng

Caf

9. Cng ty TNHH MTV Hng Dng Huy Hng Ha- Tnh Qung Tr

Tng, nc mm, bt ngt

10. Cng ty TNHH MTV Tr Dn Sinh Sn Tr-Tp. Nng

Nc sui, nc ngt, caf

11. Cng ty TNHH XNK Su Mi ng H- Tnh Qung Tr

Caf, nc sui.

Tuy nhin hin nay yu cu ca khch hng ngy cng cao hn, do sn phm trn th trng ngy cng a dng v phong ph, c nhiu cng ty phn phi trn th trng nn cc cng ty, cc i l qun caf c cng nhiu la chn, hc cng ngy cng i hi cao hn v cht lng sn phm, cung cch phc v v c v gi c. y s l mt tr ngi ln cho cng ty, h cn phi c mt chnh sch chm sc khch hng hiu qu gi chn khch hng hin c v ng thi tm kim thm nhng khch hng mi cho cng ty. Sau 5 nm hot ng, nh s c gng n lc, cng ty TNHH TM&DV Trn Tr Mai thit lp v c mi quan h tt vi cc nh bn bun v l, t s lng cc trung gian bn bun v bn l trong nm 2011 l: 3 nh s v 10 nh l, n nm 2012 s lng nh bn s tng ln 5 v nh bn l l 15, n nm 2013 con s ny ln n 8 nh s v 19 nh l. C th l:



Bng 2.7: S lng nh bn s v l ca cng ty trong giai on 2011-2013

Qun S lng

Nm 2011 Nm 2012 Nm 2013

Hi Chu 2 3 4

Thanh Kh 2 3 3

Sn Tr 4 7 9

Lin Chiu 3 5 7

Cm L 2 2 4

TNG 13 20 27

(Ngun: Phng kinh doanh) 2.2. H thng sn phm 2.2.1. H thng sn phm ca cng ty Cc sn phm phn phi ca cng ty: Vinacafe cng ty c phn caf Bin Ha, Sa ti Vixumilk-Nh my Tn Vit Xun, Ru cc loi, Nc yn, nc tng lc cc loi, M n lin cc loi

Bng 2.8: C cu mt hng kinh doanh trong giai on 2011-2013 (n v tnh: Nghn ng)

Danh mc Nm 2011 Nm 2012 Nm 2013 Doanh

thu T

trng (%)

Doanh thu T trng (%)


1. Ng cc 945.855 11,1 989.729 9,7 1.028.999 8,1

2. Vinacafe Bin Ha 1.794.740 21,0 2.098.939 20,5 2.107.471 16,5

3. Tng t Chinsu 77.960 1,0 89.892 0,9 893.649 7,0

4. Nc tng Chinsu 94.988 1,1 98.899 1,0 989.098 7,8

5. Nc mm Chinsu 963.622 11,2 1.058.148 10,3 1.200.278 9,4

6. Nc yn 1.248.687 14,5 1.672.979 16,3 1.807.809 14,2

7. Sa Vixumilk 724.737 8,4 887.878 8,7 1.003.900 7,9

8. M n lin cc loi 1.760.098 20,6 2.191.989 21,4 2.538.467 19,9

9. Cc loi khc 948.251 11,1 1.167.160 11,4 1.198.733 9,4

Tng 8.558.938 100 10.255.613 100 12.768.404 100

(Ngun: Phng kinh doanh) * Nhn xt: Qua bng s liu trn ta thy:

- M n lin cc loi vn l mt hng ch lc ca cng ty, chim t trng cao nht trong c cu mt hng kinh doanh, t 19,8%-21,37% c cu cc mt hng, do kh



nng chim lnh th trng ca mt hng ny rt cao v mt hng ny hu nh c hu ht cc th trng trong khu vc Min Trung ca cng ty. y l kt qu tt yu khi y l sn phm thit thc v thun tin cho ngi s dng. iu cng nh s n lc khng ngng ngh trong vic tm kim v m rng th trng ca cng ty.

- Mt hng nc yn v Vinacafe: hai mt hng ny cng chim t trng kh cao t 14-22% c cu cc mt hng. y l nhng mt hng thc ung m cng ty phn phi. V doanh thu ca mt hng ny tng u qua cc nm, chng t nhu cu ca ngi tiu dng v mt hng ny ngy mt tng.

- Ng cc, sa, nc mm: Cng chim t trng cao t 7-13% t trng doanh thu cc mt hng trong cc nm. iu ny cho thy rng cc mt hng ny cng c cng ty ch trng u t v c ngi tiu dng a chung.

- Cc loi nc tng, tng t v mt s mt hng khc: T trng ca cc loi sn phm ny cha cao. Nm 2011 th tng t ch chim t trng l 0,71% nhng n nm 2013 th t trng ny tng ln ng k, chim 7% th phn. Nc tng cng chim t trng cao hn qua cc nm. Tuy nhin, qua ta thy mt hng em li doanh thu cao nht cho cng ty vn l loi m n lin, Vinacafe, nc Yn. V vy, cng ty nn bit li dng li th ny ch tp trung mnh vo cc sn phm trn nhm mang li doanh thu cao hn cho cng ty. 2.2.2. Tnh hnh tiu th sn phm ca cng ty Trong iu kin ngy nay, vic vn chuyn hng ha t vng ny sang vng khc tr nn d dng hn do giao thng i li ngy cng c ci thin v thun li hn. Cc dch v vn ti hng ha m rng, cng vi vic cng ty v ang trang b thm cho mnh cc phng tin vn chuyn sang cc tnh thnh khc nh: Xe my, xe oto ti..iu ny to iu kin cng ty m rng th trng sang cc tnh ln cn Nng. Chnh v vy, th trng tiu th ca cng ty ngy cng a dng v phong ph hn. Nm 2009, lc va mi thnh lp, th trng ca cng ty ch yu l ti Nng, Qung Nam..Nhng t nhng nm tr li y, c cu th trng tiu th ca cng ty c s thay i ln. Cng ty bt u thm nhp th trng cc tnh min Trung, ni tp trung khch hng c nhu cu tiu th cao, c bit l ti Hu, Qung Tr, Qung Ngiy l th trng y tim nng vi sc mua ln v c yu cu cao v hng ha nn trong thi gian ti cng ty cn tip tc khai thc nhng th ny nhiu hn na. ng thi, cng ty cn tm kim nhiu th trng mi nhm tng doanh thu tiu th.

Bng 2.9: C cu th trng tiu th ca cng ty trong giai on 2011-2013 (n v tnh: Nghn ng)

Th trng Nm 2011 Nm 2012 Nm 2013



Doanh thu

T trng (%)



Nng 3.985.379 46,6 4.583.768 44,7 5.294.340 41,5

Tha Thin Hu 1.984.999 23,2 2.382.746 23,2 2.399.376 18,8

Qung Tr 1.498.386 17,5 1.989.578 19,4 2.084.739 16,3

Qung Bnh 7.939 0,1 90.038 0,9 1.100.921 8,6

Qung Nam 878.990 10,3 939.091 9,2 848.379 6,6

Qung Ngi 7.557 0,1 88.788 0,9 925.976 7,3

Cc tnh khc 195.689 2,3 181.604 1,8 114.674 1,0

TNG 8.558.938 100 10.255.613 100 12.768.404 100

(Ngun: Phng kinh doanh) * Nhn xt: Qua bng s liu trn ta thy:

- Th trng tiu th ca cng ty ch yu ti Nng, chim 41-47% t trng doanh thu ca cc nm. Nng l th trng u tin m cng ty tp trung khai thc v c v tr thun li cng nh iu kin i li d dng.

- Th trng ti Hu v Qung Tr cng mang li doanh thu cao cho cng ty, c th l doanh thu chim t trng t 16-24%. y l hai th trng ln c cng ty tp trung khai thc.

- Ti Qung Nam cng mang li cho cng ty t 6-10% doanh thu qua cc nm. y l mt con s khng nh cho hot ng kinh doanh ca cng ty trong thi gian qua. Qung Nam l mt trong nhng th trng mi v cng ty cha hon ton thm nhp c ht th trng ny. Ngoi cc tnh thnh trn, th cng ty ang tng bc m rng th trng ra cc tnh ln cn khc. Tuy nhin, do iu kin i li, ng s kh khn nn doanh thu qua cc nm cng gim, ko theo t trng doanh thu ca cc tnh ny gim theo. 2.3. Kt qu hot ng kinh doanh ca cng ty trong thi gian qua

Bng 2.10: Bng bo co hot ng kinh doanh ca cng ty trong giai on 2011-2013

(n v tnh: triu ng)



Chi tiu Nm 2011

Nm 2012

Nm 2013

Chnh lch 2012/2011

Chnh lch 2013/2013

S tin

Tc

(%)

S tin

Tc

(%)

1. DTBH v cung cp dch v

8,559 10,256 12,768 1,697 19.8 2,513 24.5

2. Cc khon gim tr doanh thu

- - - - - - -

3. DTT v BH v CCDV 8,559 10,256 12,768 1,697 19.8 2,513 24.5

4. Gi vn hng bn 7,890 9,397 11,507 1,507 19.1 2,110 22.5

5. LNR v bn hng v CCDV

669 859 1,261 190 28.4 402 46.8

6. Chi ph qun l doanh nghip

256 322 548 66 25.8 227 70.5

7. LNR t hot ng kinh doanh

413 537 713 124 30.1 176 32.7

8. Tng LNTT 413 537 713 124 30.1 176 32.7

9. Tng LNST 103 134 178 31 30.1 44 32,7

10. Li nhun sau thu TNDN

310 403 535 93 30.1 132 32.7

(Ngun: Phng k ton) *Nhn xt: Qua bng s liu trn ta thy, ch tiu bn hng nm 2012 so vi nm 2011 tng 1.697 triu ng, tng ng tng 19,8%. Trong khi , nm 2013 so vi nm 2012 tng 2.513 triu ng, tng ng vi 24,5%. Ch tiu li nhun sau thu, nhn vo t l tng i nm 2012/2011 tng 30,1% v n nm 2013/2012 tng ln 32,7% th nh vy, qu trnh phn phi ca doanh nghip trong nm 2013 tng ln so vi nm 2012. Do nhu cu ngy cng cao nn s lng hng ha cng ngy c phn phi nhiu hn, suy ra doanh thu ngy cng tng. Tuy nhin, do s bin ng ca th trng nn chi ph cng tng cao, chi ph chnh lch gia nm 2012/2011 l 66 triu ng nhng n nm 2013/2012 th s lng ny tng ln rt nhiu so vi nm trc, c th chi ph chnh lch gia nm 2013/2012 l: 227 triu ng. Tuy mi thnh lp c hn 5 nm, nhng cng ty TNHH TM&DV Trn Tr Mai to dng cho mnh mt th trng vng mnh ti Nng. Kinh doanh ngy cng n nh, lm n c li, tr thnh mt thng hiu c ting trn th trng.



Qua phn nh c tnh hnh kinh doanh ca cng ty l c hiu qu, sc mua ca th trng tng, phm vi tiu th cc mt hng ca cng ty ln, ngy cng to c nhiu nim tin trong tm tr khch hng. 3. THC TRNG CHNH SCH TRUYN THNG C NG TI CNG TY TNHH TM&DV TRN TR MAI TRONG THI GIAN QUA 3.1. Cng chng mc tiu Cng chng mc tiu s tc ng mt cch mnh m n cc quyt nh ca ngi truyn thng. Vi mc ch to iu kin thun li cho cng ty to dng c th mnh, pht trin lu di th cng ty phi to c hnh nh, c mi quan h tt p vi cng chng. Thi gian qua, cng ty TNHH TM&DV Trn Tr Mai hng n cc i tng cng chng nh sau:

- Gii cng lun: Trn Tr Mai to c lng tin i vi cc t chc cng lun nh: Bo ch, tp ch, truyn hnh, truyn thanh h bo v v pht trin thng hiu ca mnh trn th trng. Cng ty la chn mt s trang bo mnag tnh ph hp vi chi ph a ra cng vi hiu qu mang li nh: Bo Thanh Nin, Bo Muaban.net ti Nng..Cn v knh truyn hnh, v kinh ph cn hn ch nn nhng qung co ch yu c thng bo trn cc knh truyn hnh a phng. V vic ny ch thc hin khi cng ty c cc chng trnh khuyn mi. Nn hin ti phng thc qung co ny vn cha c cng ty u t nhiu.

- Cng chng ni b: Cng ty xy dng c cho mnh mt mi trng lm vic thoi mi, thng thong v nng ng nh: c cc chnh sch h tr v gip to n nh cho nhn vin trong i sng tinh thn v vt cht t gip h yn tm v dc ht sc lc cng hin cho cng vic ca mnh.

- Cng chng a phng: Cng ty thit lp c mi quan h a phng ni cng ty t tr s nh: Tham gia gp qu cho h khuyn hc, tham gia ti tr mt s hot ng ti a phng. ng thi thc hin cc chng trnh nhn o nh: Hin mu nhn o..mang phng chm L lnh m l rch. Cng ty cn ng hnh vi ngi dn a phng trong vic thc hin hnh ng bo v mi trng, chng li cc t nn x hi, truyn truyn v c ng lut an ton giao thng qua gip cho khong cch gia cng ty v cng chng a phng gn nhau hn.

- Khch hng: Trn Tr Mai lun quan tm n nhu cu v th hiu ca khch hng. Cng ty cng thc hin nhng cch thc nhm tm hiu nhng thay i trong mong mun v nhu cu ca ngi tiu dng nh: Tng hng mu cho cc i l, bn s, bn l.. h s dng v cho bit kin, sau tin hnh mua hng ca cng ty nu h va lng, tng hng mu cho nhng ngi hng dn d lun nh: Nh bo, ngi lm truyn thng.. h s dng v gy tc ng vo d lun trn cc phng tin bo ch v truyn thng. Bn cnh , cng ty cng tin hnh lp phiu iu tra th trng khng ch i vi khch hng hin ti m c khch hng tim nng. Nhng ngi gy nh hng n quyt nh mua hng nh ch em ph n. Qua c cc



nhn nhn v th trng v khch hng ri a ra s thay i ph hp vi nhu cu ca khch hng.

- Nh cung cp: Cng ty thng xuyn thit lp mi quan h vi cc nh cung cp va tm hiu v so snh c gi c, cht lng, va trnh s l thuc vo bt k nh cung cp no. Cng ty lun thanh ton ng hn v nhp hng vi s lng c th trong thi gian c xc nh trc. Vic ny gip cho cc nh cung cp c s chun b v ch ng trong vic giao hng. ng thi hnh ng ny cng mang li uy tn v cch thc lm vic chuyn nghip ca cng ty. 3.2. Mc tiu truyn thng Trn Tr Mai lun xc nh cho mnh tng nhm khch hng giai on no c th a ra cch thc v tng bc khin khch hng tip cn vi mc tiu truyn thng ca mnh. Mc tiu truyn thng hng n khch hng ca cng ty TNHH TM&DV Trn Tr Mai l: Trn Tr Mai lun xy dng hnh nh v thng hiu ngy cng gn hn vi khch hng. ng thi lun n lc hon thin hn v cht lng v dch v phn phi ca cng ty. tng bc chim mt ch ng trong la chn mua ca khch hng. N lc qung b hnh nh ca cng ty c thc hin khng ngng trong vic cung cp thng tin v sn phm, cch tip cn c sn phm v cho khch hng thy c u im v li th cnh tranh ca sn phm. Tuy nhin, cng ty cng vp phi khng t kh khn trong qu trnh trin khai cc mc tiu truyn thng nh: Hiu qu trong vic thc hin mc tiu ny cha cao do nhiu yu t khch quan v ch quan. Mc tiu truyn thng m cng ty truyn ti n khch hng vn ang cn hn ch, cha r rng, gy kh hiu. Nhng ng thi, chng ta cng thy c rng, cng ty ang ngy mt ci thin hn trong vic hon thin mc tiu truyn thng, tng bc nng cao cht lng ni dung cng nh kh nng thu ht khch hng. 3.3. Thng ip truyn thng Thng ip ca cng ty TNHH TM&DV Trn Tr Mai truyn ti ti cng chng trong thi gian qua l: Sn phm ca cng ty chng ti l tt v c gi c hp l nht 3.4. La chn cc phng tin truyn thng 3.4.1. Knh truyn thng trc tip i vi truyn thng trc tip th cng ty la chn knh truyn thng trc tip thng qua hot ng bn hng trc tip ca nhn vin ti vn phng kinh doanh, b phn bn hng, phi hp vi cc b phn khc v hot ng Chm sc khch hng trong v sau bn hng. Thng qua cc hot ng ny, nhn vin c th trc tip hng dn cng nh gii p cc thc mc i vi khch hng. y l mt knh truyn thng hiu qu nht v ang tip cn vi ngi tiu dng cui cng trong quyt nh mua hoc t chi. Xong vn ny cng khng hon ton n gin v ph thuc vo nhiu yu t v b nh hng ln, nht l k nng thuyt phc v ngh thut bn hng.



3.4.2. Knh truyn thng gin tip Cng ty s dng phng tin truyn thng ny vo vic qung b hnh nh ca mnh nh: S dng cc phng tin v in n (cc tp ch, bo..), cc phng tin trng by (Bng thng bo, pano..), phng tin truyn thng in t nh: internet ng cc thng tin v sn phm cng nh thng hiu ca mnh. Bn cnh , cng ty thc hin la chn t chc cc s kin, tham gia ti tr, hi ch, trin lm.. qua chuyn ti nhng thng ip c th n cng chng mc tiu, cng nh cung cp y nhng thng tin v sn phm ca mnh nh: mu m, cht lng, gi cn ngi tiu dng mt cch c th nht. Ri t s tc ng n thi v hnh vi ca nhng ngi gy nh hng n quyt nh mua hng, nhng ngi s dng sn phm v ngay vi nhng khch hng tim nng. 3.5. Quyt nh h thng truyn thng c ng Cng ty ch yu hot ng kinh doanh trong ngnh phn phi hng ha, sn phm thc phm v ung t cc cng ty c thng hiu ln nn hu ht cc hot ng qung co v sn phm m cng ty ang phn phi u c khch hng bit n v tin tng tiu dng, l nh vo chnh sch truyn thng c ng ca cng ty sn xut. y l mt li th ca cng ty TNHH TM&DV Trn Tr Mai, cng ty khng cn phi tn km nhiu chi ph cho vic truyn thng c ng. V vy, hot ng truyn thng c ng ca cng ty ch yu tp trung vo vic qung b tn, cc sn phm m cng ty ang phn phi, cc chnh sch phn phi sn phm m cng ty p dng v cht lng dch v ca cng ty cng nh ch hu mi. 3.5.1. Qung co a. Xc nh mc tiu qung co Trc ht, cng ty xc nh mc tiu qung co ca mnh trong nhng nm qua l thng tin cho khch hng bit r cc mt hng m hin ti cng ty ang phn phi, a ch tr s, showroom cng ty v s in thoi khch hng c th lin lc lc c nhu cu. Nhm n cc mc tiu thu ht cc khch hng, cc i l v cc ca hng bn s, l l ch yu :

- Hng n khch hng cha bit n v hiu nhiu v cng ty - To s a thch v dch v phn phi ca cng ty TNHH TM&DV Trn Tr Mai. - Khuyn khch khch hng mua sn phm ti cng ty c c mc gi hp l

nht. b. La chn phng tin qung co V kinh ph m cng ty chi ra cho ngn sch truyn thng c ng cn hn ch v vic qung co v thng hiu m cng ty phn phi khng thuc chc nng ca cng ty nn mt s hnh thc qung co m cng ty thc hin trong nm 2013 va qua cn hn ch.

- Bo ch:



+ Phng tin ny th rt linh hot, kp thi, bao qut c th trng v tin cy cao. C din tch c th trnh by, din t thng tin ca mnh n khch hng. C th s dng hnh nh, c th nhm vo i tng, nhn khu hc no cn c vo yu t a l. Phng tin qung co ny thch hp cho nhng chin dch khuyn mi ngn, thch hp cho cc hot ng cn gii thch di dng v cc hot ng thc gic cn hot ng ngay.

+ Do th trng mc tiu m cng ty hng n l thnh ph Nng v cc tnh thnh ln cn nhng do th trng ch cht ca cng ty l Nng nn nhng bo m cng ty ng ti qung co ch yu l cc bo ti thnh ph Nng.

+ Cc bo m cng ty la chn: Bo Thanh Nin, bo Muaban.net ti Nng.. + Tuy nhin s ln ng bo rt hn ch v chi ph qung co cng kh cao m

din tch ng bo li qu hp, ni dung thng ip truyn ti n khch hng th km phn sng ng, hp dn. V vy, mi nm cng ty ch u t qung co cho bo ch khong 2-3 ln v chi ph cho mi lm ng bo l 1 triu ng.

- Truyn hnh: + Phng tin qung co ny gy s ch cao, bt mt, hp dn, lm ngi tiu

dng lin tng n cht lng, c th kt hp nghe nhn t ng v hnh ng. Thch hp cho nhng sn phm cn chng minh hoc gii thch bng hnh nh nh: nc ung, caf..

+ Tuy nhin v chi ph cn hn ch nn nhng qung co ca cng ty ch yu c thng bo ti i truyn hnh a phng. Vic qung co ny ch thc hin khi cng ty c cc chng trnh khuyn mi cn thng bo cho ngi tiu dng c bit.

- Qung co bng Pano-p phch: + Loi qung co ny kh thng dng v linh hot, ngi qung co hon ton c

kh nng quyt nh ton b loi qung co v ni dung v hnh thc. Qung co bng pano, p phch cho php khai thc ti a cc li th v kch c hnh nh, mu sc, v tr thi gian v ch qung co, c th tng hp vi cc bng biu, biu tng ph hiuChnh v th qung co bng pano-p phch thng phong ph v sinh ng.

+ Hin ti cng ty c 2 bng hiu ln gn ti cng ty v gn ti showroom ca mnh, th hin cc sn phm cng ty phn phi, logo, a ch ca cng ty v s in thoi lin lc.

- Qung co bng tp gp v catalogue: Tp gp l cng c hu hiu trong vic truyn ti thng tin trc tip n ngi tiu dng, chi ph tng i thp. Cng ty nn vn dng n trong cc chng trnh khuyn mi, tham gia hi ch trin lm nhm gi n mi cng chng mc tiu. Hnh thc qung co bng catalogue, brochure ca cng ty c s dng rng ri, ch yu l qung co v nhng sn phm m cng ty phn phi, phn catalogue v t ri ch yu l do nh sn xut cung cp cho cng ty. c. u, nhc im

- u im:



+ Cng ty s dng c nhiu phng php qung co khc nhau, lm cho hot ng qung co ngy mt a dng, gp phn tng hiu qu qung co.

+ s dng c phng pho qung co qua bo, y l phng php qung co rt linh ng, kp thi bao qut c th trng v tin cy cao.

+ Phng tin qung co qua truyn hnh gy s ch cao, bt mt, hp dn, lm ngi tiu dng lin tng n cht lng. ng thi h c th kt hp c gia nghe v nhn: t ng-hnh ng.

- Nhc im: + S lng ng qung co qua bo cn hn ch v chi ph dnh cho phng php

ny kh cao. Din tch ng bo kh hn hp, ni dung thng ip truyn ti n khch hng th km phn sng ng, hp dn.

+ Phng php qung co qua truyn hnh vn cn nhiu hn ch, mt phn do kinh ph cng kh cao, phn khc do ch pht c nhng knh truyn knh a phng, sc lan ta cng khng c mnh m. 3.5.2. Khuyn mi

Hot ng ca cng ty l chuyn i phn phi cc sn phm hng ha, thc phm v ung t cc cng ty c thng hiu ln trong nc v nc ngoi. V vy, cng ty ch yu s dng cng c khuyn mi thu ht s ch ca khch hng. a. Mc tiu khuyn mi

- Mc ch khuyn mi ca cng ty trong nhng nm va qua l: + Thu ht nhng khch hng ca cc cng ty i th cnh tranh chuyn qua mua

sn phm ca cng ty mnh. + Tng nng lc cnh tranh ca cng ty so vi cc i th cnh tranh trn th

trng min Trung. + Chm sc khch hng thn quen, duy tr lng trung thnh.

b. La chn cng c khuyn mi Cng ty s dng mt s cng c khuyn mi sau y:

- C cc qu tng, phn thng cho khch hng thng xuyn. - Tng thi gian tn dng ln n 60 ngy i vi cc khch hng thn thit v 45

ngy i vi cc khch hng mi. - c bit cho mng nhng ngy l ln hay l bn pho hoa ti Nng..cng

ty thng c chng trnh u i gim gi 10% cho khch hng t ngy 27/4-1/5 hng nm.

- Ti cc bui hi ch, cng ty thng thc hin chng trnh mua 2 tng 1 dnh cho khch hng ca mnh. Cng vi vic gn km th co trng thng vo trong lc nc yn 6 lon, lc sa..

- Thng xuyn tng voucher cho khch hng vi gi tr t 50.000 ng 100.000 ng ty thi gian, ty theo chng trnh ring cho mi i l, bn s, bn l.. c. u, nhc im

- u im:



+ Nhn chung, cng ty thc hin tt, lin tc a ra cc chng trnh gim gi, khuyn mi nhm thu ht khch hng. Vi nhng hot ng khuyn mi ny cng ty thu ht c mt s lng khch hng kh ln.

+ Nhng hot ng khuyn mi ny em li cho cng ty rt nhiu li ch nh: qung b c hnh nh thng hiu rng hn, gy s ch i vi khch hng mnh hn cc i th cnh tranh khc, nh trng tm l ngi tiu dng Vit Nam l thch hng gim gi, khuyn mi..t xy dng c thng hiu Trn Tr Mai ngy cng vng mnh hn.

- Nhc im: + S lng chng trnh vn cn kh hn ch. + V ngn qu dnh cho hot ng ny khng c nhiu nn gi tr ca nhng

chng trnh vn mang tnh cht hin hu, mang gi tr nh. 3.5.3. Marketing trc tip y l cch duy tr v cng c mi quan h vi khch hng thng qua vic thit lp c s d liu v khch hng, lm quen v cung cp cho h vi nhng dch v ring bit. Cng ty cn thc hin Marketing trc tip nhm thit lp mi quan h lu di vi khch hng, kh nng phn hi ca khch hng c th o lng c, gip cng ty iu chnh hp l cc chng trnh ca mnh trong qu trnh xy dng v pht trin cng ty. Ngoi ra, cng ty cn hng ng khch hng mc tiu truyn thng c pht huy hiu qu tng xng vi quy m kh nng p ng nhu cu ca khch hng. Cng chng mc tiu hng n y l cc khch hng thng xuyn, khch hng hin c v khch hng tim nng: khch hng cha mua, khch hng ang mua sn phm, dch v ca cng ty mnh v cng ty khc.. ng thi cng ty cng c c mt i ng bn hng ring cho vic Marketing trc tip. H c o to k lng v hiu r v bn cht ca cng vic. Cc nhn vin bn hng Marketing trc tip s i n cc i l, ch, bn s..(c gi l cc trung gian ) cho hng v gii thiu v nhng sn phm m cng ty ang phn phi. a ra nhng l l thuyt phc, bng chng chng minh nhng sn phm ca cng ty l cht lng cao v gi hp l..Ch cho khch hng bit c nhng iu m h c c sau khi hp tc mua sn phm ca cng ty nh: c chit khu vi % thu ht, qu tng khuyn mi..T , xem xt tnh hnh khch hng v a ra nhng tng mi trong vic a sn phm t tay ngi bn n tay ngi tiu dng d dng hn.

- Pht trin c s d liu v khch hng: Cng ty tng hp d liu c sp xp ty theo i tng mua hng v tng khch hng hay ton b nhm khch hng ca cng ty. C s d liu ny c th c s dng cho cc mc ch Marketing khc nhau nh: Gip cho cng ty dn u v cht lng sn phm, dch v hay duy tr mi quan h vi khch hng.

+ Xc nh trin vng cc khch hng tim nng + Quyt nh khch hng no nn cho hng c th + Cng c lng trung thnh ca khch hng + Khi phc li vic mua hng ca khch hng



- Gi th trc tip: + Cc chng trnh khuyn mi cng nh nhng sn phm mi m cng ty ang

phn phi hu ht u c thng bo n cho khch hng bng phng php gi th trc tip khch hng bit n.

+ Ni dung th: Ni dung th cp n lnh vc kinh doanh ca cng ty, cc dch v b sung mi (nu c), thng bo chng trnh khuyn mi hay cc s kin v hi ch v nhng cam kt ca cng ty i vi khch hng tin tng, la chn cng ty.

- Gi qu tng: tri n gy dng mi quan h ngy cng su sc hn. Cng ty thng xuyn t chc cc chng trnh tri n khch hng bng cch gi qu tng nhn cc ngy l, tt..

+ Gi lch tng c logo ca cng ty n nhng khch hng, t chc v ang la chn cng ty. Nhm duy tr lng trung thnh v m rng thm s hiu bit v cng ty trong lng cng chng.

+ Cui nm 2013 va qua, nhn dp n tt dng lch nm 2014, cng ty in 100 cun lch blog tr gi 1.500.000 ng v 100 thip chc mng nm mi tr gi 500.000 ng gi tng n nhng khch hng thn thit cng nh ton b nhn vin trong cng ty. * u, nhc im:

- u im: + Cng ty m rng c nhiu phng php trong hot ng Marketng trc

tip, a dng ha phng thc tip xc vi khch hng. + Ly c nim tin ca khch hng chnh l gi tr ln nht m cng ty c c

thng qua phng php marketing trc tip, c th l gi th trc tip n khch hng. iu ny lm cho khch hng nhn thy c nim quan trng ca mnh, ng thi cm gic mnh c cng ty knh trng khi gi th mang tnh trc tip.

- Nhc im: + Nhng hnh thc trn d mang tnh a dng nhng vi mi phng php cng ty

vn cha tm ra c nhng ci mi l v mang tnh gi tr cao. + V ngn sch hn ch nn phng thc gi qu tng cho khch hng vn cn hn

ch, nhng mn qu c gi chi mang gi tr va v nh. 3.5.4. Bn hng trc tip Cng ty ch yu tp trung vo cng tc bn hng c nhn. Bi khch hng mc tiu m cng ty hng n ch yu l cc cng ty v cc i l bn s, bn l. Da vo hnh thc ny, cng ty thm c mt lng khch hng tng i ln. Hin ti cng ty ang c mt i ng nhn vin bn hng trc tip chuyn nghip gm: 15 nhn vin lm vic ti vn phng kinh doanh ca cng ty. i ng nhn vin ny c o to nghip v v khng ngng nng cao kh nng bn hng ca mnh. Nhim v ca i ng nhn vin bn hng c nhn:



- Trc din: Bn hng trc tip i hi mi quan h phi tht sinh ng, trc tip qua li gia hai hay nhiu ngi, thm d xy dng mi quan h to khch hng mi. Theo di phn ng ca khch hng iu chnh cho hp l.

- Bn hng: Tip xc, gii thiu, gii p thc mc, hon tt vic giao dch. - Thc hin dch v cho khch hng nh: T vn, h tr k thut - Thu thp thng tin, phn b sn phm dch v cho khch hng.

Vo mi thng hay mi qu, cng ty thng t chc cc bui hc o to cho nhn vin kinh doanh ngy cng nng cao nng lc nghip v bn hng. ng thi, trau di thm k nng giao tip, thng lng..mt cch hiu qu hn, nhm nng cao c hiu qu cng tc bn hng v theo , cng ty cng c nhng chnh sch v hoa hng, tin lng, thng tho ng nhm to ho hng hn cho nhn vin trong cng vic. * u, nhc im:

- u im: + Bt ng tm l ca ngi tiu dng l mun c tip xc trc tip c th

hi r nhng iu m h cn thc mc, mun hiu r. + Phng php ny gip cho cng ty gn gi hn vi cng chng, thu ht c

nhiu khch hng hn v s t m ca ngi tiu dng mun dng th. + Tm hiu c tm l v nhng phn ng ca khch hng s gip cho cng ty

thu thp c nhiu thng tin, kinh nghim nhm tng hiu qu thuyt phc i vi khch hng.

- Nhc im: + Tn thi gian, tin bc.

3.5.5. Quan h cng chng: Quan h cng chng c vai tr rt quan trng trong vic qung b thng hiu v m rng th trng phn phi cho cng ty. Tuy nhin, i vi 5 cng c trong quan h cng chng th Cng ty TNHH TM&DV Trn Tr Mai vn cha thc hin c. 3.6. Ngn sch truyn thng c ng 3.6.1. Ngn sch c ng ca cng ty Ngn sch truyn thng c ng ca cng ty c xc nh bng phng php t l phn trm doanh thu d on kt hp vi phng php da vo mc tiu v nhim v. Vi mc tiu truyn thng c ng hin ti th c th em li kt qu trong ngn hn v di hn. Tng kinh ph ca qu trnh truyn thng c xc nh da theo mt t l phn trm nht nh trn doanh s bn hng hin ti hay doanh s d kin hoc trn gi bn. V cng ty xc nh ngn sch theo doanh thu k hoch ca nm, s khng hp l m phi da trn s tch ly ca nhiu nm t mc tiu di hn. Ngn sch truyn thng c ng ca cng ty trong thi gian qua l 0.55% doanh thu ca nm trc. Ngn sch c th cho tng cng c l: qung co v khuyn mi, mi cng c chim 15%, bn hng trc tip chim 45%, hot ng PR chim 15%, cn li 10% dnh cho Marketing trc tip.


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