1. Gii thiu Honda Vietnam Cng ty Honda Vit Nam (HVN) ( thnh lp
nm 1998) tr s t i Phc Thng, Phc Yn, Vnh Phc l cng ty lin doanh g m
03 i tc g m: Cng ty Honda Motor (Nht Bn 42%) , Cng ty Asian Honda
Motor (Thi Lan)Nguyn tc hot ng: S pht trin ca cng ty lun gn lin vi
vic 28%) ng gp xy dng cng ng Mc tiu: Tr thnh mt cng ty c x hi mong
mun tn ti bng vic mang n cho khch hang nhng sn phm xe my vi cht lng
hng u, an ton, thi trang vi gi c hp l vt trn c s mong i c a khch
hng, ng thi, tha mn tt nht khch hng bng cc h th ng dch v sau bn hng
2. Mc tiu v vn hin ti Chim gi th trng Th trng xe my c tham gia ca
nhiu cng ty trong nc nh Yamaha, Suzuki, SYM,v cc cng ty nhp nhu vi
cc dng xe LX, vespa, Honda Thi Lan. Nhu cu xe tay ga tng cao do i
sng kinh t t nc pht trin, t ang chu chnh sch thu cao t nh nc nn chm
pht trin. Phn khc th trng cho nam gii ch c Yamaha l tham gia ch yu
vi dng xe Nouvo, t l hng khc khng ng k => c hi cho dng xe
AirBlade vi nh hng phn khc dnh cho nam gii. Tng doanh thu da trn
pht trin v phn phi sn phm chin l c Pht trin dng sn phm AirBlade nh
hng sn phm chin lc, thu ht c s quan tm t khch hng. Chin lc gi v phn
phi hp l nhm tng doanh s bn sn phm cng vi sn phm chin lc nh chin lc
bn theo n hng nhm sn phm, chin lc phn phi cm chng, to s khan him tm
thi3. Phn tch SWOT im mnh im mnh ca cng ty th hin ngay trong nguyn
tc kinh doanh ca cng ty Honda Vit Nam lun l doanh nghip dn u trong
ngnh cng nghi p ch to xe my. c ngi tiu dng yu mn v tin tngCng ty
thnh cng trong vic xy dng mt hnh nh p cho mnh. Cng ty c mt i ng k
thut vin c trnh cao Chin lc nh gi ng n . H thng phn phi ca Honda
rng khp ton quc v lun hng n bo v mi trng im yu Honda Vit Nam khng
kim sot c gi sn phm, khng lu tm n th hiu khch hng cng nh cha qun l
c cc Head do mnh u nhimHonda cha kim sot c ht trong qu trnh sn xu t
nn c tnh trng s n phm khi tung ra th trng cn b li v phi thu hi li,
gy ra s hoang mang cho ngi tiu dng 3. C hi Th trng rng ln v c nhiu
phn khc th trng tim nng Nhu cu s dng xe my tng cao Kinh t Vit Nam
ang trn tng trng Lm pht ang c xu hng gim Vit Nam y mnh hp tc quc t
Nhm 8 Marketing Thch thc Thch thc ca cng ty trc ht n t i th cnh
tranh ca cng ty Ngi tiu dng ngy cng c nhiu xu hng la chn sn phm Hi
nhp kinh t quc t
4. Chin lc marketing 1. Chin lc sn phm Thc trng kinh doanh:
Honda ang nm gi th phn v chim 50% th phn ngnh Thc trng sn xut:
800.000 xe/nm 2007 => 1,5 triu xe/nm 2010 Nng cao t l ni a ha sn
phm: 81% Tip tc m rng nh my sn xut nhm tng nng xut sn xut xe Hp tc
vi cc i tc nhm nng cao hiu xu t xe, tnh chnh xc trong khu qu n l v
sn xut xe: nh hp tc vi IBM cung cp thit b RFID 2. Chin lc gi Xy dng
u th gi: i ph chin lc gi t i th, chuy n hng quan tm khch hng ti dch
v, Khuyn mi, gim gi bn Tng hng ha i km nh m bo him, o ma, ph trc b,
Chin lc gi cao: Sn phm cht lng gi cao, gi cao phi c uy tn hng hi u
Chin lc phn phi Phn phi c quyn: y l phng thc phn phi sn phm m trong
cc dng sn phm cao cp nh xe my SH th c phn phi cho cc c s l n c a
Honda qun l thng th l cc thnh ph ln nh thnh ph H Ni v thnh ph H Ch
Minh Phn phi rng ri: Honda s tm nhiu a im bn hng to thun li cho
khch hng d dng tm kim sn phm do chnh Honda sn xu t nhng kh nng ki m
sot h thng bn hng ny ch ln kh khn do xa i l chnh. i v i cc i l kiu
nh th ny Honda c nhng rng buc v cam kt khi phn ph i hng cho cc i l,
m bo sn phm c bn ng vi gi do Honda quy nh Chin lc ym tr, y mnh, kch
thch tiu th To cn st v bin thnh ln sng d lun: sn phm c tung ra phi
c sc mnh nht nh trn th trng da vo mt thng hiu vn c Hng v khch hng :
Honda VN l mt cng ty hng v khch hng. Honda quan tm n x hi VN trn cc
lnh vc nh an ton, cht l ng,lun ch tr ng mang n cho ngi dn nhng sn
phm c cht lng tt nht Nhm 8 Marketing5. Chng trnh hnh ng Trin khai
chin lc phn phi: Xy dng v pht trin mng li phn phi 1800 i l rng khp
63 tnh thnh c nc, tng huyn, phng, Nng cp h tng head, xy dng b tiu
ch nh gi cc thnh vin thu c knh phn phi. Trin khai chin lc chiu th:
Xc tin qung co sn phm: qung co sn phm mi trn cc knh truy n hnh, bo
ch, website, gn truyn thng ngi vit nam trong tng chng trnh qung co
v to dng hnh nh cng ty gn vi cc hot ng x hi. Trin khai cc chng trnh
khuyn mi gim gi sn phm nh gim gi nhn dp ngh l, ngy quc khnh, tng qu
i km sn phm nh m bo him, o ma, ph trc b. Trin khai chin lc chiu th
(tip) Trng by sn phm mi AirBlade ti cc head trong knh phn phi. T
chc o to nng cao k nng, kin thc v sn phm AirBlade cho cc nhn vin ca
i l, thi phc v tt cng vic gii thch r tnh nng u vit sn phm nhm qung
b ti ngi tiu dng. T chc cc chng trnh chy th xe mi, th nghim xe mi:
T chc cc chng trnh khuyn khch cc i l phn phi nh hnh th c bng khen,
qu tng, u tin t hng, Quan h cng chng: t chc cc chng trnh Ti yu Vi t
nam, Con ng m nhc, Thc hin cc hot ng x hi nh ng gp vo cc qu phc l i
x h i, h tr pht trin gio dc, y t, vn ha ngh thut, th thao Trin khai
chin lc sn phm Ci tin sn phm: b sung tnh nng phun xng in t, ci ti n
mu m ki u dng, tng hiu nng s dng nhin liu, Ci tin dch v: nng cao
cht lng phc v, dch v bo hnh sn phm mi nh AirBlade, nng cao kin thc
nhn vin, Trin khai chin lc gi Ci tin gim thiu chi ph, gi gi sn phm
nhm h tr nh nc trong hot ng bnh n gi, to tm l tin tng cho sn phm
Honda.
