M_TAN HIEP PHAT

8/8/2019 M_TAN HIEP PHAT

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u ht cc ch lao ng u c nhng chnh sch trong nu r cc quy nh vth tc m ngi lao ng cn bit. Cc chnh sch v d v sc kho v an ton gip ngi lao ng hiu c ch lao ng cn g h v h phi lm nh th no.

Nhng chnh sch ny cng cho ngi lao ng bit v cc quy nh v ch thng.

T kha: Xay dung chien luoc khuyen mai, Vn phng i din cng ty heinz, Cong ty co phan bot giat net, Hiep hoi cac cong ty san xuat bot giat, Mo hinhswot doi voi cong ty massan,

Chi tit

Phn tch SWOT trong vic hnh thnh chin lc kinh doanh

Nm mi hy vng mi cho s pht trin i ln ca t nc, nggp vo s pht trin , tng lp doanh nhn Vit Nam c vai trrt quan trng. Trong bi cnh ton cu ha hin nay, vic m ca,giao lu kinh t - vn ha vi cc nc l iu khng th trnh khiv ri ro trn thng trng i vi cc doanh nghip cng khng

nh. Phn tch SWOT s gip cc doanh nghip cn - ong o -m mt cch chnh xc trc khi quyt nh thm nhp th trngquc t.T kha: Lua chon 1 chien luoc thuong hieu nhu the nao la hop ly?, Tip cn chin lc, Cau hoi nhuong quyen kinhdoanh, Bng phn tch bo co dng tin mu, Khi nim kinh doanh l g,

Chi tit

4 nguyn tc thnh cng (v tht bi) ca Apple

Chic iPhone ni ting ngy ngay l nh mt phn khng nh vo stht bi ca Rokr tho g ng k nhng khuyt im ca ngnh

cng nghip sn xut in thoi di ng.T kha: Thanh cong khi nhuong quyen, Pr cua apple, S thnh cng ca thng hiu apple, Th trng mc tiu caapple, Cng ty vinamilk thit lp nhng h thng kim sot ni b chnh n o thnh cng,

Chi tit Bao B Thng Hiu: Bn c ang th hin nghnh nh cng ty mnh?Thng hiu l nhn dng duy nht ca mt sn

phm, mt dch v hay mt cng ty trn thngtrng. Thng hiu ca bn c ang ni ngnhng g bn mun ni vi khch hng ca mnh

khng? Hnh nh ca cng ty ph thuc phn lnvo bao b ca cng ty bn, vy hnh nh angni g vi khch hng ca bn?T kha: Cong ty tnh anh thu hai phong, Khai niem chien luoc cong ty, Tm nhn chin lcca tng cng ty thng mi h ni, Gay dung mot cong ty nho, Yu t thnh cng thng hiu,

Chi tit

Thp la cho nhng thay i trong cng ty

tn ti v pht trin, cng ty ca bn phi lun lun i mi.Nhng to ra nhng ngi lnh o dn dt cuc i mi li

khng phi l iu d dng. c th l nhn vt no trong cng ty?Hi vng sau khi c bi vit ny, bn s tm ra c nh cch mng
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Bu.htmlhttp://bansacthuonghieu.com/tim/Kh%C3%A1i+ni%E1%BB%87m+kinh+doanh+l%C3%A0+g%C3%AC.htmlhttp://bansacthuonghieu.com/chi-tiet/phan-tich-swot-trong-viec-hinh-thanh-chien-luoc-kinh-doanh/143.htmlhttp://bansacthuonghieu.com/chi-tiet/4-nguyen-tac-thanh-cong-va-that-bai-cua-apple/153.htmlhttp://bansacthuonghieu.com/tim/Thanh+cong+khi+nhuong+quyen.htmlhttp://bansacthuonghieu.com/tim/Pr+cua+apple.htmlhttp://bansacthuonghieu.com/tim/S%E1%BB%B1+th%C3%A0nh+c%C3%B4ng+c%E1%BB%A7a+th%C6%B0%C6%A1ng+hi%E1%BB%87u+apple.htmlhttp://bansacthuonghieu.com/tim/Th%E1%BB%8B+tr%C6%B0%E1%BB%9Dng+m%E1%BB%A5c+ti%C3%AAu+c%E1%BB%A7a+apple.htmlhttp://bansacthuonghieu.com/tim/Th%E1%BB%8B+tr%C6%B0%E1%BB%9Dng+m%E1%BB%A5c+ti%C3%AAu+c%E1%BB%A7a+apple.htmlhttp://bansacthuonghieu.com/tim/C%C3%B4ng+ty+vinamilk+%C4%91%C3%A3+thi%E1%BA%BFt+l%E1%BA%ADp+nh%E1%BB%AFng+h%E1%BB%87+th%E1%BB%91ng+ki%E1%BB%83m+so%C3%A1t+n%E1%BB%99i+b%E1%BB%99+ch%C3%ADnh+n%C3%A0o+th%C3%A0nh+c%C3%B4ng.htmlhttp://bansacthuonghieu.com/chi-tiet/4-nguyen-tac-thanh-cong-va-that-bai-cua-apple/153.htmlhttp://bansacthuonghieu.com/chi-tiet/bao-bi-thuong-hieu-ban-co-dang-the-hien-dung-hinh-anh-cong-ty-minh/710.htmlhttp://bansacthuonghieu.com/chi-tiet/bao-bi-thuong-hieu-ban-co-dang-the-hien-dung-hinh-anh-cong-ty-minh/710.htmlhttp://bansacthuonghieu.com/tim/Cong+ty+tnh+anh+thu+hai+phong.htmlhttp://bansacthuonghieu.com/tim/Khai+niem+chien+luoc+cong+ty.htmlhttp://bansacthuonghieu.com/tim/T%E1%BA%A7m+nh%C3%ACn+chi%E1%BA%BFn+l%C6%B0%E1%BB%A3c+c%E1%BB%A7a+t%E1%BB%95ng+c%C3%B4ng+ty+th%C6%B0%C6%A1ng+m%E1%BA%A1i+h%C3%A0+n%E1%BB%99i.htmlhttp://bansacthuonghieu.com/tim/T%E1%BA%A7m+nh%C3%ACn+chi%E1%BA%BFn+l%C6%B0%E1%BB%A3c+c%E1%BB%A7a+t%E1%BB%95ng+c%C3%B4ng+ty+th%C6%B0%C6%A1ng+m%E1%BA%A1i+h%C3%A0+n%E1%BB%99i.htmlhttp://bansacthuonghieu.com/tim/Gay+dung+mot+cong+ty+nho.htmlhttp://bansacthuonghieu.com/tim/Y%E1%BA%BFu+t%E1%BB%91+th%C3%A0nh+c%C3%B4ng+th%C6%B0%C6%A1ng+hi%E1%BB%87u.htmlhttp://bansacthuonghieu.com/chi-tiet/bao-bi-thuong-hieu-ban-co-dang-the-hien-dung-hinh-anh-cong-ty-minh/710.htmlhttp://bansacthuonghieu.com/chi-tiet/thap-lua-cho-nhung-thay-doi-trong-cong-ty/178.html


2/16

li lc cho cng ty ca mnh.T kha: Lua chon 1 chien luoc thuong hieu nhu the nao la hop ly?, V d v m hnh phn tch chi ph v li nhun trong mt cngty, Cc s dung swot phn tch la chn chin lc kinh doanh va nh gi i th cnh tranh, Chinh sach marketing 4p cua cong tymobifone, Dinh vi cong ty bot giat my hao,

Chi tit Hy x hi ho cng ty ca bn

Ngy nay s bng n ca Internet m ra nhiu c hi c th emli s thnh vng cho cc hot ng kinh doanh. Cc cng ty cn xhi ha, tch cc tham gia vo cc mng x hi v tn dng n tora cc li th kinh doanh cho mnh.T kha: V d v m hnh phn tch chi ph v li nhun trong mt cng ty , Hieu biet chinh sach gia ca cho tung loai khach hangcua cong ty se tranh duoc nhung rac roi, Lam sao de nhung cong ty nho co the ton tai cung nhung cong ty lon , Hy suy ngh v cng vic ca

bn v cho bit ngha ca nguyn l lm ng ngay t u?, Cng ty qung co a quc gia,

Chi tit B mt thnh cng ca thng hiu Apple

T mt cng ty khng c my tn tui cch y 28 nm, gi yApple tr thnh mt thng hiu ni ting c c thy giicng ngh bit n v v cng ngng m bi chin lc kinhdoanh ti tnh, s ph cch trong thit k, v lun mang n nhngsn phm lm hi lng ngi tiu dng.T kha: Bn sc thng hiu, Tm phia sau logo hoac thuong hieu co y nghia la gi, Bi quyet thanh cong cua yanai, Thanhcong khi nhuong quyen, Lich su thuong hieu nuoc hoa izzi,

Chi tit Thng hiu khng nh hnh nh cng ty

Vo nm 1969 khi pht biu ti mt hi ngh khoa hc, ng RogerPenrose mt nh vt l hc ti Cambridge thng bo pht hinca ng v ci gi l mt vt th suy sp hon ton do lc ht vlc n cha c th gii ch ti.T kha: Thng hiu, Tiu ch nh gi thng hiu mnh, Cch dng mu cho thng hiu, Thach thuc cho cac thuong hieusan pham khi tham gia hoi cho, Website cho thng hiu mnh,

Chi tit 5 b quyt v ti chnh gip doanh nghip pht trin tt trong tnglaiTrong khi nhiu doanh nghip phi ng ca v tnh trng suy thoikinh t th mt s nh u t t doanh li ang bin tnh hnh nythnh thi im chun b tt hn cho thi gian ti.T kha: Qun l ti chnh gii cn nhng yu t g?, Muc dich va y nghia cua viec phan tich tai chinh doanh nghiep, Lun vnn by gi tri doanh nghiep, Dch v pht trin chin thut p ng hoc vt mong i ca khch hng, Phan tich 5 luc luong canh tranhtrong ngay anh huong den 1 doanh nghiep cu the,

Chi tit t tn sn phm hay tn cng ty - 18 chin lc v

cng c (Phn 1)Vic t tn, khng k l sn phm cng ty,
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phng ban cho ti trang web hay gi dch v - s lachn ca bn l rt quan trng. Chc chn bn s cnn nhng tng, chin lc v cng c cn thit nhim v khai ph danh xng ny ca bn tr nnd dng hn.

Tp on Tn Hip Pht: Chin lc to s khc bit

chinh phc th trng khng phi ch cn c knh phn phi tt l mphi c sn phm tt, gi ph hp v s khc bit trong chin lc marketing vtrong chnh sn phm. V th tiu ch kinh doanh ca chng ti l Sc khe cakhch hng l ngun li nhun ln nht ca chng ti. l tm s ca TS

Trn Qu Thanh Ch tch HQT Tp on Tn Hip Pht nhn k nim 15nm ngy thnh lp tp on: 15/10/1994 - 15/10/2009 vi DDN.

- Xin ng vui lng im li i nt v nhng thnh tu m Tp on Tn Hip Pht t c trong thi gian qua. nhng thnh tu ny c ngha nh th no trongl trnh pht trin ca tp on trong 15 nm hnh thnh v pht trin ca mnh, thang ?

15 nm n lc in du n thng hiu, Tp on Tn Hip Pht tr thnh mt trong

nhng nh sn xut bia v nc gii kht thnh cng nht ti VN. Cng vi nhiu cpvng v bng khen, Tn Hip Pht cn l DN VN u tin t chng nhn ISO &HACCP y nht trong lnh vc thc phm, bao gm: H thng Qun l Chtlng theo tiu chun ISO 9001:2000; H thng Qun l Mi trng theo tiu chunISO 14001:2004; H thng Qun l V sinh an ton thc phm theo tiu chunHACCP. H thng cht lng ISO & HACCP l nhng tiu chun quc t chun xcv ph bin trn ton th gii m bt c DN sn xut no cng mun nhm n nhmkhng nh thng hiu v m rng th trng tiu th. Vi thi nghim tc,nhng thnh cng rc r vng bn cng vi mt ch Tm sng ngi trong tn chkinh doanh, Tp on Tn Hip Pht xng ng l V thn khng l trong lnh vcsn xut bia v nc gii kht ti VN. Chin thng vinh danh ca Tn Hip Phtchnh l thng li xut sc trong cuc chin an ton v sinh thc phm, kin quytchng hng km cht lng, hng nhi, h tr v bo v sc khe ngi tiu dngtrong sut 15 nm qua.

- Nm 2009 lm pht v th trng ti chnh c nhiu bin ng, iu ny tcng nh th no ti vic u t v kinh doanh ca Tp on Tn Hip Pht, thang?

y l giai on kh khn ngay c vi chng ti, bi chnh thi im ny l ra chngti c k hoch y mnh xut khu, nhng nh gi chung th trng xut khu

ang trn gim st, nn chng ti trin khai chm li d n xut khu v tip tcy mnh pht trin th trng ni a. Cng phi ni thm rng, chinh phc th
http://bansacthuonghieu.com/chi-tiet/dat-ten-san-pham-hay-ten-cong-ty-18-chien-luoc-va-cong-cu-phan-1/802.htmlhttp://bansacthuonghieu.com/chi-tiet/dat-ten-san-pham-hay-ten-cong-ty-18-chien-luoc-va-cong-cu-phan-1/802.html


4/16

trng ni a khng phi ch cn c knh phn phi tt l m phi c sn phmtt, gi c ph hp, c s khc bit trong chin lc marketing v khc bit trongdng sn phm ca chnh mnh. Trong nm 2009, nh hng do suy thoi kinh t,vic ngi tiu dng hn ch chi tiu v la chn sn phm theo gi thnh l khngth trnh khi. THP vi v tr thng hiu dn u chng ti s c chin lc ring v

gi v chnh sch chm sc khch hng, y mnh cc hot ng bn hng thtrng trong nc nhm to nhng c hi kch cu ph hp vi nhng gii php mng, Chnh ph v ton dn ang n lc thc hin. Nghin cu th trng, u tdy chuyn sn xut, ng k quyn bo h s hu tr tu... l quy trnh chung tora mt dng sn phm mi, rt lu di, tn km v y tr ngi. Th nhng i vidng sn phm thc phm, iu ny cng tr nn phc tp gp bi bi bn cnhnhng khu chung cn i hi phi m bo cht lng cng nh v sinh an ton thc

phm, nu khng sn phm s cht t trong trng.

- Tp on Tn Hip Pht c bit n l mt tp on hng u v sn xut vkinh doanh ngnh hng ru bia NGK... vi nhiu nhn hng c khch hng trong

v ngoi nc tin tng v nh gi cao trong thi gian qua, ng c th cho bitnhng yu t no lm nn thnh cng ca Tp on?

Hin nhiu ngi tiu dng thy c sn phm c gas khng c li cho sc khonhng thay th, nh sn xut cn c s chun b khng th ngy mt ngy hai. Mtminh chng cho nhn nh ny l theo s liu nghin cu ca AC Nielson, nm 2009l nm u tin sau 19 nm th phn nc ngt c gas b suy gim. Rt nhiu DN VNcho ra i nhng sn phm c o khc ngi tiu dng la chn, tuy nhinnhiu khi DN khng i ht quy trnh 5P trong hot ng marketing nn kh thnhcng. Ch khi chng ta pht trin nhiu sn phm quy t c quy trnh 5P th khi th phn nc gii kht c gas s b e do. Xu hng sn phm nc gii kht c gastrn th trng t nhiu b nh hng khi cc sn phm nc gii kht nh TrXanh Khng , Tr Tho Mc Dr.Thanh xut hin. Bng chng l dng sn phmTr Xanh Khng nm 2008 tng trng 800% v dng sn phm Tr Tho McDr.Thanh sn phm tiu th c khong 500.000 sn phm/ngy v ang trn tngtrng.

c bit vi cng v ch DN chng ti thu hiu quy lut dung np v o thi khcnghit ca dng sn phm ung. Trong hn 15 nm to dng thng hiu, Tpon Tn Hip Pht lun t ch Tm ln hng u, ly sc khe ngi tiu dng lmthc o thnh cng. X hi pht trin, mc sng ca con ngi c nng cao, theo

ngi tiu dng VN ngy cng quan tm n vn sc khe. Thay v n no,ngy nay ngi tiu dng hng n n ngon, n an ton, t tiu ch sc khe lnhng u trong vic la chn thc phm. Thu hiu tm l lo ngi ca khch hngtrc hin trng sn phm km cht lng, sn phm nhi nhan nhn trn th trng,mi dng sn phm ra i, Tn Hip Pht lun m bo mc cao nht v cht lngv v sinh an ton thc phm. Chnh v vy, sn phm Tn Hip Pht nhanh chngchim c s tin dng ca khch hng, k c nhng khch hng kh tnh nht. Vi

phng chm tha mn cao nht mi nhu cu hin c v tim n ca khch hng,Tp on Tn Hip Pht lin tip cho ra i nhiu dng sn phm mi mang tnh t

ph, in trn mnh nhn vng v cht lng cng nh an ton thc phm.

- Vy ng c th ni vi nt chnh v chin lc pht trin ca Tn Hip Pht?


5/16

thnh mt thng hiu dn u, THP ang c khao kht l a thng hiu cachng ti thnh thng hiu quc gia. Khi ni n THP l ngi ta nh n l sn

phm ca VN. lm c iu chng ti c cam kt v n lc rt ln ca c tpth CB - CNV. Thc s, bn thn ti suy ngh kinh doanh khng ch kim tin mcn xy dng mt thng hiu quc gia (made in Vietnam hoc made by Viet

Nam). Chng ti xy dng mt phng nghin cu pht trin sn phm mi vtrong tng lai s tr thnh mt trung tm pht trin sn phm mi. Khi chng ta cha vo sn xut nhng mt hng m th trng ang chp nhn th c ngha l chngta i theo sau ng ngha vi s hn ch trong chin lc pht trin. Trong khi ngitiu dng ang ngy cng kh tnh, nu nh cc nh sn xut khng c im khc bitth kh c th thnh cng. Nh vy vic THP hnh thnh trung tm nghin cu s gipchng ti tr thnh mt n v lun lun tin phong trn th trng vi nhng thnghiu dn u, gi c hp l, cht lng tt, mu m p v c ngi tiu dng achung.

Vi h thng c s h tng quy m, my mc thit b hin i; dy chuyn cng ngh

nghin cu, sn xut hin i bc nht ng Nam ; i ng cng nhn vin co to chuyn nghip, c kh nng iu hnh, sn xut v qun l hiu qu cng hthng phn phi rng khp t Bc ch Nam... hin Cty ang chim phn ln th phn

bia v nc gii kht ca th trng trong nc vi cc nhn hiu tin phong nhnc tng lc Number One, Tr Xanh Khng ng chai PET... hay cc nhn hiuc a chung nh sa u nnh cao cp Number One Soya, bia Gold, bia Gold BnThnh, nc p tri cy Number one Juicie, nc ung vn ng Number OneActive... v sn phm Tr Tho Mc Dr.Thanh gy ting vang trn th trng, nay c thm loi khng ng dnh cho ngi khng thch ng.

- c bit, Tp on Tn Hip Pht l mt mnh thng qun nhit tnh trong cchot ng x hi, xin ng chia s thm v nhng hot ng bn l kinh doanh y

ngha ny, tha ng?

Qua th thao ti mun khng nh DN VN khng thiu tm nhn hay kht vng thchin nhng iu ln lao. T quan nim ny, mi nm chng ti ti tr cho rt nhiugii th thao t ln n nh, t chuyn nghip n phong tro. c bit nm 2008THP l nh ti tr c quyn cho d n a ngi Vit chinh phc nh Everest,Cup xe p truyn hnh, Cup xe p BSCL, gii bng Bnh Dng BTV NumberOne... Chng ti cng vinh d tr thnh nh ti tr chin lc tin phong i hiTh thao Chu trong nh AIG 3 v cng l nh ti tr c quyn nc ung ca

i hi ny. Trc , v mc tiu chm lo sc khe cng ng, chng ti hp tcvi Tng hi y hc VN (B Y t) thc hin Chng trnh mc tiu quc gia vphng chng bnh i tho ng... Chng ti lun tm nim v c mong thc hintrch nhim ny mt cch rng khp v lu di, ng ngha vi li tri n ca Tpon Tn Hip Pht ti qu khch hng ng h chng ti trong sut 15 nm qua vtip tc ng h Tn Hip Pht trong thi gian ti.

Chng ti xy dng mt phng nghin cu pht trin sn phm mi vtrong tng lai s tr thnh mt trung tm pht trin sn phm mi. Vic

Tn Hip Pht hnh thnh trung tm nghin cu s gip chng ti tr thnh


6/16

mt n v tin phong trn th trng vi nhng thng hiu dn u, gi chp l, cht lng tt, mu m p v c ngi tiu dng a chung.

Tin thn ca tp on THP l Nh my bia v nc gii kht Bn Thnh chnh thnh vo u thp nin 90. Tri qua 15 nm, vi nhng n lc xy dng v

pht trin khng ngng, n nay tp on THP to dng c mt c ngi viy tin nghi cng thit b dy chuyn sn xut hin i vo bc nht ngNam , cho ra cc sn phm cht lng cao vi cc thng hiu : Number 1, BiaLaser, Bia Bn Thnh v Bia Gold Bn Thnh, khng nh c v tr ca mnhtrn th trng Bia & Nc gii kht v nhn c s tn nhim v yu thchca ngi tiu dng.

Lch s pht trin sn phm

Nm 1994, Tp on THP tung ra th trng 3 sn phm mi l Bia chai -Bia Hi Bn Thnh v bia ti Flash, khi u cho s pht trin quy m th trngngy cng ln. Bia Bn Thnh lun t danh hiu "Hng Vit Nam cht lng cao"

lin tc t nm 1998 n nay.

Nm 2001, cng vi chin lc tip th c o bng cc chin dch qungco " Number 1 sp c mt ti Vit Nam" Tp on THP lm c iu k diucha tng c cho sn phm ny l t k lc "Sn phm ng vo hng Top 5"trn ton Vit Nam ch trong vng 3 thng sau khi c mt trn th trng.

Nm 2002, nhm a dng ha sn phm mi v p ng th hiu ngi tiudng ngy cng cao ca ng o khch hng, Tp on THP a ra thtrng cng di nhn hiu ni ting Number 1, cc loi nc gii kht c gaz vinhng hng v c o ring nh Number 1 Cola, Cam v Cream Soda.

Thng 12/2003 ln u tin, ngi tiu dng Vit Nam bit n sn phm"Bia Ti" c ng chai l bia Laser. Sn phm bia Laser c sn xut bi dychuyn cng ngh hin i bc nht ng Nam , v l sn phm bia ti ngchai u tin ti Vit Nam, m ra mt trang s mi cho ngnh Bia Vit Nam.

Thng 10/2004, sn phm sa u nnh di thng hiu Number 1 tip nira i v mt ln na, sa u nnh Number 1 khng nh l mt loi sa cthng hiu hng u ti Vit Nam vi s n nhn nng nhit ca khch hng.

Thng 10/2005, sau mt thi gian nghin cu, Tp on THP tung ra thtrng mt sn phm mang tn bia Gold Bn Thnh, gn lin vi nhng hnh nhgn gi ca ngi tiu dng nh s may mn, s thnh cng, s chia s trong

cuc sng i thng.

Gold Bn Thnh vi nhng thng ip "Mng cho kh th" "Ra cho honhtrng" "Khao cho xng ng" i u trong vic khai thc xu hng cm xcmi ca ngi tiu dng trong phn khc th trng y tim nng ny.

Thnh tch

Thng 05/2000 : "Huy chng vng c o" dnh cho gian hng tip th co ca Bia Bn Thnh do Hi ng xt thng ca Trung tm thng tin BThng mi t chc bnh chn.

Thng 1/2001 : Gii vng cht lng v sinh an ton thc phm dnh cho Bia


7/16

Bn Thnh do Cc Qun l Cht lng V sinh An ton Thc phm t chc.

Thng 1/2002: Nc ung tng lc Number 1 l mt trong 3 sn phm ncgii kht cht lng cao hng u ti Vit Nam do Bo Si Gn Tip Th bnhchn.

Thng 02/2002 Bia Bn Thnh vinh d c bu chn Cp vng thng hiuVN hi nhp quc t ti Trin lm Thng mi Quc t Si Gn EXPO 2002.

Thng 04/2005: Number 1 c bnh chn "Top ten thng hiu Vit, thnghiu uy tn cht lng hng u" do Hi S hu Cng nghip Vit Nam t chc.

Thng 03/2005: Bng khen ca Ch Tch UBND Tnh Bnh Dng trao tngCng ty Tn Hip Pht thnh tch thc hin tt An ton v sinh lao ng, Phngchng chy n v phong tro xanh sch p nm 2004.

Thng 10/2005 Cty Tn Hip Pht vinh d n nhn bng khen ca ThTng chnh ph trao tng bi nhng thnh tch ng gp cho s nghip pht

trin phong tro th dc th thao.1998-2005: Cc sn phm ca tp on THP t danh hiu "Hng Vit

Nam cht lng cao" lin tc 8 nm lin do Ngi tiu dng bnh chn.Chng nhn

Thng 3 nm 2000, Tp on THP l n v u tin trong ngnh Bia & Ncgii kht t chng ch H thng qun l cht lng ISO 9001-2000.

Thng 10 nm 2006, Tp on THP vinh d n nhn hai chng nhn tchhp ISO v HACCP y trong lnh vc thc phm bao gm :

- H thng qun l cht lng theo tiu chun ISO 9001:2000.

- H thng qun l mi trng ISO 14001:2004 v H thng qun l v sinhan ton thc phm theo tiu chun HACCP.

Hai chng nhn trn do t chc chuyn ngnh uy tn quc tDet NorskeVeritas gim st v chng nhn.

Cc tiu chun ny th hin kh nng sn xut v cung cp sn phm ccht lng v sinh an ton thc phm cao nht cho ngi s dng.

ARKETING C YU T QUYT NH

Gn y, ngi tiu dng ti Vit Nam kh quen thuc vi bia

Bn Thnh, sa u nnh Soya, tr xanh khng , tr Dr.

Thanh, nc tng lc Number One trn cc phng tin thng

tin i chng. Nhng khng ch th, cc sn phm ny c

ng o ngi tiu dng ti Vit Nam s dng v ang dn u

trong cc phn khc khch hng

... Ch nhn s hu nhng thng hiu ni trn (nm trong 50

thng hiu ca mt tp on vn 100% ca Vit Nam) - tin s


8/16

Trn Qu Thanh - Ch tch HQT Tp on Tn Hip Pht chia s cng Phong Cch Doanh Nhn v nhng kinh nghim c th ng u

trong phn khc th trng la chn.

Hu nh ngi tiu dng ti Vit Nam (VN) bit nhiu n cc sn phm ca tp on Tn Hip Pht (THP) thng qua cc knh qung b. Dng

nh ngn sch dnh cho marketing ca THP khng km g cc tp on nc ngoi?

Marketing khng phi l tt c, nhng c yu t quyt nh. Ti ngh, tp on chng ti dnh ngn sch cho vic nghin cu th trng nhiu

hn th.

Chng ti bt u vng i ca mt sn phm bng cch nghin cu th trng bit ngi tiu dng (NTD) cn g, nn khi p ng c, h s

ng h mnh ngay. Khi c k hoch lm ra mt sn phm, chng ti thng chn 1 sn phm cng loi ang mnh nht trn th trng so snh.

Sau khi c 70% NTD cng nhn, chng ti mi tung sn phm ra th trng.

Nhng ch l cch lm ra mt sn phm thnh cng...

Vng. sn phm n c vi NTD th phi qung b rng ri NTD bit, v nht l lm sao h tin rng s la chn ca h l ng n. Ri

k n, mun hng n tn tay NTD th h thng phn phi phi dy c, hu khp mi ni. C ngha l sn phm phi lun hin din bn cnh

NTD, gi cho h s dng v phi lun sn sng phc v h.

bc t ph khi a ra sn phm mang thng hiu Number 1, Tp on TnHip Pht to ra c nhy vt trn th trng nc gii kht. Ch sau mtthi gian ngn, Number 1 tr thnh mt hng nc ung c tiu th mnhnht, vt qua cc nhn hiu ln ca nhng tp on a quc gia.

Trong ni bt nht l sa u nnh Number One Soya- c mnh danh di citn m miu l sa b xanh. Nhiu cng trnh nghin cu ca cc nh khoa hcthuc trng i hc Alabama (Hoa K) cng b: ngoi vic cung cp dng chtcho c th, u nnh cn c tc dng chng xy ha, gim nguy c mc bnh timmch v ung th. Nhng sn phm t u nnh c th thay th tht ng vt, cung cpcht m cho c th m khng c cholesterol, hon ton ph hp vi xu hng mthc hin i vn hn ch cc loi thc n nhiu cht bo. Number One Soya ca TnHip Pht l sn phm sa u nnh cao cp nguyn cht c nh sn xut p dngcng ngh tch v hin i ca Nht Bn vi nguyn liu 100% u nnh thng

hng, b sung dinh dng ti u: giu m thc vt, t bo v khng cholesterol.Khng ngng a dng ha sn phm, p ng nhu cu phong ph ca ngi tiudng, mi y Tn Hip Pht va tung ra 3 v mi cho dng sn phm ny. Sa unnh cao cp Number One Soya u xanh l thc ung dinh dng c sn xut trndy chuyn cng ngh hin i ca Nht Bn, bo m tuyt i v sinh an ton thc

phm. u xanh c tc dng cha cm nng, vim rut, tiung, tr au nhc, rilon tiu ha... Mi hp Number One Soya u xanh 250 ml mang li 165 Kcal, bsung dng cht, nng lng hot ng mi ngy.

Ngoi u xanh, Number One Soya cn c v du l loi tri cy giu vitamin C,

vitamin B5, B6, omega 3, mangan... gip p da, trng rng, mt tc. Bp cng lthnh phn mi m Number One Soya a vo sn phm. Bp cha nhiu m,ng, vitamin E, di do hydrat carbon, gip ti to nng lng, cha vim gan, tiung, huyt p cao, vim ph qun, ngn nga nhi mu c tim, tai bin mch muno... Thit k bao b 3 sn phm ny hon ton mi, mang phong cch sang trng,to cm gic ngon ming cng s yn tm khi s dng, ph hp em theo khi i dulch.

Number One Soya u xanh, du, bp bn l vi gi t 5.000 ng/chai 240 ml,144.000 ng/kt (24 chai) v loi hp giy vi gi 3.000 ng/hp 200 ml, c

phn phi trc tip n hn 150.000 im bn l trn ton quc.


9/16

Tp on Tn Hip Pht (219 quc l 13, x Vnh Ph, huyn Thun An, tnhBnh Dng. T: 0650 755 161; Fax: 0650 755 057)

(Marketingchienluoc.com) Nu th trng ch c mt mnh bn kinh doanh trongngnh hng, sn phm, dch v ny, v khch hng bt buc phi mua bt g th g m

bn c th lm ra c, th c l bn khng cn quan tm v khng cn nghin cu ti ny.

Ti sao ti phi cn nghin cu th trng? Ti theo ngh ny gn c chc nm nay, trn thtrng cn ai am hiu th trng ny hn ti?

SAN PHAM MI SA AU

NANH SOYA

Trn y l cu hithay cho cu tr li m bn thng gp phi khi bn hi ngi ng u mt doanhnghip ang hot ng kh thnh cng ti Vit Nam ti sao cng ty khng lm khost/nghin cu th trng.

Ti cho rng y l mt trong nhng sai lm ln m nhiu ngi mc phi v thngl phi i n khi phi tr gi t th mi ng ra. tr li, thay v a ra nhng lthuyt cao xa ca th gii, ti xin cc bn hy t hi mnh nhng cu hi sau:

Cch y vi nm khi m bn cn cha lp gia nh, nhu cu ca bn c gingnh by gi khi m bn c gia nh? Bn c cn thch s dng mt chic xe1-2 ch ngi, hay bn mun mt phng tin m bn c th a c gia nhcng i? V bn cn c th lui ti nhng ni m nhng ngi c thn thnglui ti, hay l mi khi i u bn phi cn nhc "liu ni y c ph hp a c gia nh mnh n y hay khng"?

Bn c cn mua o qun, dng nhng ni m bn vn thng mua, ccn dng nhng sn phm, nhn hiu m bn vn thng s dng khi bn mi
http://void%280%29/http://void%280%29/http://void%280%29/http://void%280%29/


10/16

va i lm vi ng lng t i? Hay bn cm thy mnh cn nhng th phhp hn vi v tr x hi ca mnh by gi hn (c ng cp, c c tnh hn)?

Bn c cn la c nhng qun c ph cc nh thi cn sinh vin, thi cn lnhn vin qun? Hay bn mun ung c ph nhng ni thun tin v cucsng by gi l kh bn rn, v cn mnh c th to quan h vi nhng

ngi cn thit cho cng vic v s nghip ca bn? Phi chng by gi bnchn ni ung c ph vi bn b khng ch v c ung ly c ph ngon mcn v nhng iu khc na (ng cp, tng lp x hi, c tnh, x giao)?

Bn c cn u tiu mt l "gi phi chng" khi i mua bt k th g nh ngytrc, lc kinh t Vit Nam cn kh khn, hay thay vo l nhng yu cukhc quan trng hn nh "v sinh", "an ton", "tin li", "mu m p", "thitrang", "c thng hiu"...?

Nu bn tr li "khng" cho nhng cu hi trn, iu c ngha rng nhu cu cabn hoc cao hn, hoc c th thp hn so vi thi gian trc. Vy th nu nhu cuca bn thay i theo thi gian, theo s thay i ca tnh trng gia nh, thay i theo

tui tc, thay i theo v tr x hi, thay i theo tro lu x hi, thay i theo mitrng sng v lm vic, th ti sao bn li cho rng nhu cu khch hng ca bnkhng thay i? Ti sao bn vn tin rng nhng hiu bit ca bn v th trng vngi tiu dng, nhng hiu bit m bn c c cch y 5-10 nm, ngy m bncn ln ln, su st vi th trng, l vn cn ng p dng vo cng vic kinhdoanh ngy nay?

Nu ni rng do bn theo ngh ny 10 nm v v vy bn am hiu th trng hn aiht v khng cn phi kho st, nghin cu th trng lm g, th nhng cng ty trnth gii hot ng hng trm nm, ti sao hng nm h vn phi u n t chccc chng trnh nghin cu th trng?

Mt thc t kh ph nhn l th trng l mt thc th rt nng ng, nhu cu khchhng thay i, i th cnh tranh thay i, mi trng kinh doanh thay i, v chnhdoanh nghip bn cng thay i theo tng ngy v chnh v vy ngi chin thngtrn th trng l ngi nm bt c nhng thay i ny. Hn th na bn cn phid on c nhng thay i no s xy ra trong tng lai ra chin lc kinhdoanh ph hp.

Ch trng trong ni b hay ngoi th trng?

Lch s hot ng kinh doanh th gii tri qua giai on production-oriented (chtp trung lm ra sn phm tt) kh lu, v lch s cng khng nh rng market-oriented(nh hng th trng) l s la chn duy nht gip cho doanh nghip cnhtranh tt hn thng qua vic thu hiu v p ng nhu cu khch hng tt hn.

nh hng th trng - ng thi u tin

nh hng th trng (market-oriented) l mt bc ngoc cn c xy ra, v cnc xy ra sm trong cc doanh nghip va v nh, cc doanh nghip quc doanhca Vit Nam. L do l v th trng Vit Nam ang trong giai on qu chuyn

t th trng k hoch tp trung, ni khng c s cnh tranh, sang th trng t do,
http://void%280%29/http://void%280%29/http://void%280%29/http://void%280%29/http://void%280%29/


11/16

ni mi ngi c t do cnh tranh, ni m ngi mua l ngi c quyn quyt nhs thnh bi ca mt doanh nghip.

Hnh ng c th ca mt doanh nghip th hin nh hng th trng l tptrung vo vic nm bt v phn tch thng tin th trng v nhu cu khch hng, xu

hng th trng, tnh hnh cnh tranh v mi trng kinh doanh, thay v ch c gngnghin cu lm ra sn phm tht tt ri c em i bn nh trc.

Lm th no nm bt thng tin th trng

Nh vy c l trc khi nm bt thng tin th ngi lm cng tc th trng cn phixc nh mc ch ca vic nm bt thng tin, t xc nh nhng thng tin nodoanh nghip cn phi nm bt, u l nhng ngun cung cp thng tin, thng tin c

bao nhiu loi v gi tr tham kho ca tng loi thng tin l nh th no.

Cn nm bt nhng thng tin g?Thng tin v mi trng v m

Nhng thng tin v mi trng v m nh tnh hnh chnh tr, tnh hnh kinh t, xuhng x hi v vn ha, trnh k thut v cng ngh, mi trng php l, v thc v nhng qui nh v mi trng ca th trng, gip ngi kinh doanh hiuc mi trng m doanh nghip ang hot ng kinh doanh qua a ranhng chnh sch thch hp. Nm bt su st mi trng kinh doanh cng gip ngilm cng tc th trng xc lp xu hng th trng vn l mt yu t quyt nh chovic hoch nh chin lc u t v kinh doanh ca doanh nghip.

Thng tin v mi trng vi m

Tnh hnh cnh tranh gia doanh nghip v cc i th, nhng din bin t khchhng v cc nh cung cp, nhng sn phm c th thay th v kh nng thm nhp thtrng ca nhng sn phm mi, l nhng thng tin cn thit gip ngi lm cng tcth trng c th hoch nh marketing v cc chin thut cnh tranh.

S th trng

S th trng cung cp cho marketermt ci nhn tng quan v th trng, l c scn bn phn tch th trng v l tin cho cng tcphn khc th trng.

Chu k th trng

Chu k th trng gip marketer xc nh giai on ca sn phm trn th trng qua c th a ra chin lcmarketing mix thch hp.

Chui gi tr

Chui gi tr phn tch vai tr ca doanh nghip v vai tr ca cc i tng khccng tham gia trong hot ng kinh doanh t giai on nguyn liu th cho n ngi
http://void%280%29/http://void%280%29/http://void%280%29/http://void%280%29/http://void%280%29/http://void%280%29/http://void%280%29/http://void%280%29/http://void%280%29/http://void%280%29/http://void%280%29/http://void%280%29/http://void%280%29/http://void%280%29/http://void%280%29/http://void%280%29/


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tiu dng cui cng. Phn tch chui gi tr cng gip ngi lm th trng hiu cnhng ng lc quan trng dn n quyt nh mua ca tng thnh vin tham giatrong chui gi tr, t c th a ra nhng quyt nh chin lc.

Phn tch cnh tranh

Phn tch cnh tranh so snh tng quan nng lc cnh tranh ca doanh nghip v cci th.Bn cnh nhng hiu bit v i th cnh tranh, phn tch im mnh, im yu, chi v nhng mi e da cng gip doanh nghip hiu r mnh hn, nhn nhn ranhng c hi th trng.

Khch hng l mt i tng quan trng ca cng tc phn tch th trng, nm btnhu cu, mong mun ca khch hng gip doanh nghip a ra nhng gii php (sn

phm, dch v, cc gi tr gia tng...) thch hp lm hi lng khch hng. Hiu c

hnh vi, thi quen, chu k mua ca khch hng gip ngi lm th trng a ra cnhng gii php tip th hiu qu.

Nghin cu th trng

Nhm nm bt thng tin mt cch c hiu qu th cn phi c phng php, c kthut v cng c. Ty vo tng mc ch yu cu v ngn sch m xc nh phng

php, k thut v cng c thch hp.

Nu khng c nghin cu th trng

Trong khi chng ta ni lm marketing th phi nghin cu th trng, trong thc tkhng phi doanh nghip no cng sn sng chi ngn sch t chc nghin cu thtrng. Vy nu khng c nghin cu th trng th ngi lm cng tc th trng cth lm g vn c th p ng c yu cu cng vic.

Cng ung cng vui cng khui gii thng l chng trnh bt np trngthng dnh cho ngi tiu dng s dng cc loi nc gii kht ng chai thytinh mang nhn hiu Number 1 nh: nc tng lc Number 1, nc tng lcNumber 1 Du, sa u nnh Number 1, sa u nnh Number 1 Du v trxanh Khng . y l mt chng trnh kch cu, phc v ngi tiu dng vi chi d dng trng hng triu triu gii thng; c bit l 11 gii nht l 11 chic

xe tay ga thi trang Piaggio c trang tr hoa vn c o bi cc nh thit kchuyn nghip, 111 DVD xch tay thi thng, 1111 xe p leo ni Martin 107vi kiu dng mnh m.

Chng trnh bt u t ngy 20/05/2007 v kt thc vo ngy 18/08/2007. Hncht i gii thng l 17:00 ngy 30/09/2007. Chng trnh c p dng trnton quc.

Cong nghe noi bat cua sua dau nanh soya La cong nghe tach vo bang nhiet valoai bo tui dau chua cac inzim doc hai do do lam cho sua au nanh so ya cao cap

tro nen tinh khiet nhat giup lam giam coesteron ngan ngua cac benh tim mach vaso cung dong mach


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Sua dau anh soya cao cap them duong chat them huong vi the nguon tan huongcong nghe noi bat sua sa au nanh soya .La congnghe tach vo bang nhiet vo bang nhiet va loai br tuidau cha cac enzim oc hai,do o lam cho sa au nanhsoya cao cap tr nen tinh khiet nhat giup lam giam

coresteron ngan nga cac benh tim mach va s cng ongmach

Thng bo - gii thiu - thu ht - tc ng.Cc qung co, hnh nh gii thiu, trang web ch ca bn,... nnnhm ti mc tiu gii thiu sn phm mi v thu ht s ch ca mi ngi. y l cc d liu tip th tng cao.Cc d liu tip th tng th hai ca bn nn hng ti mc tiuthng bo v gii thch s lin quan. l nhng bn gii thiusn phm chi tit, cc so snh u im cnh tranh, bng thng ks liu, thng s k thut....

Vo thi im cc khch hng tip nhn tt c cc d liu tip thtrn, ng nhin vic tip theo ca bn l tc ng ln quytnh mua sm ca h.

V cui cng, hy lu , nu bn c gng nhn mnh tt c mith, bn s khng nhn mnh c bt c th g c. Rt nhiusn phm tuyt vi b sa ly vo ci by ny trong giai on trng

nc.Ni dung cua marketing phn on th trng mc tiu l:- Xc nh xem th trng nn chia theo tiu thc no.- Xc nh tim nng vic phn loi th trng, c im tngphn on. th trng a ra bin php ng x marketing phhp.Th trng tng th ca DN bao gm 1 s lng ln khch hngvi nhu cu c tnh mua,sc mua khc nhau, Mi nhm khchhng c nhng i hi ring v sn phm,phng thc phn

phi,mc gi bn...- Bt k mt DN no cng lung phi i mt vi cc i th cnh tranh>. Cc Dn cnh tranh rt khc bit nhau v kh nng phc v nhucu,c mun ca nhng nhm khc hng khc nhau ca th trng.-Mi mt DN thng ch c mt u th trn mt png din no trong vic tha mn nhu cu,c mun ca th trng. S khng c mtDN no c kh nng p ng c mi nhu cu c mun ca mi khc hng tim nng.V vy DN kinh doanh hiu qu,duy tr v pht trin th phn,tng DN phi tm cho mnh on th trng m h c kh nng p ngnhu cu ca khch hng hn hn i th cnh tranhNgy gi: 07/10/2008 - 09:40

Mi trng vi m ca MKT bao gm:mi trng cng ty; trung gianmarketing; i th cnh tranh; khch


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hng; cng chng trc tip v cc nhcung ng.Trong ngy hi B quyt vng cho sc khe tim

mch din ra ti TP.HCM vo u thng 3.2009, PGS-TS Trng Quang Bnh, Trng khoa Tim mch Bnhvin i hc Y dc TP.HCM, nhn mnh: u nnht lu c chng minh l thc phm giu m, tchoresterol, gip ngn nga bnh tim.Theo FDA (C quan kim nh thuc v thc phm HoaK), vi 25 gram protein u nnh mi ngy c thngn nga bnh l tim mch. u nnh v sa unnh c bit thch hp vi n gii. Hai hp sau nnh mi ngy chnh l b quyt vng cho sc

kho tim mch.Cng vi nhng li ch i vi sc khe c th vc bit l tim mch, sa u nnh ngy cng trnn gn gi trong i sng sinh hot ca ngi dnnc ta. Rt nhiu ngi chn sa u nnh l

mt thnh phn quan trng trong ba sng v cc ban khc trong ngy.Tuy nhin, t ngi tiu dng bit rng, mn sau nnh khoi khu c by bn nhiu hng qunng ph li c ch bin, vn chuyn bng mtcng ngh hon ton khng m bo nhng quy tc vsinh an ton thc phm. Nguy c tiu chy, kit lcng rt c th t y m ra. Cn sa u nnh ch

bin ti nh th mt kh nhiu thi gian v cngsc, li khng th bo qun tt v nu ch binkhng ng cch th nhng dng cht c bit ctrong u nnh s d dng mt i.Trc nhu cu c mt ngun thc phm va m bo vsinh an ton thc phm, va tt cho sc khe li

tin li trong i sng hng ngy ca tt c mingi, cng ty Tn Hip Pht p dng cng nghtin tin nht hin nay trn th gii gii thiudng sn phm sa u nnh Number One Soya cao cp.

Number One Soya ca Tn Hip Pht l sn phm sau nnh cao cp nguyn cht c nh sn xut pdng cng ngh tch v hin i ca Nht Bn vinguyn liu 100% u nnh thng hng, b sung dinhdng ti u: giu m thc vt, t bo v khng

cholesterol.Cng nght ch vNh t Bn vlo i bt i du ny


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lm cho sa u nnh Number One Soya tr nntinh khit bc nht. Da trn nguyn tc dng hinng gia nhit ht u nhn, ri lm mt t ngt,khin vbong ra kh i ht nhn bn trong. Nh ,ht u nnh c tch v v loi b ti du ddng m cht lng ht hu nh khng thay i.Chnh v th, sa u nnh Number One Soya l mt

bc tin vt bc so vi sa u nnh c chbin theo cch truyn thng. Nu ch bin sa unnh theo cch thng thng, chng ta phi tn thmthi gian kh lu ngm ht u nnh, chnh giaion ny s lm tn tht mt lng nht nh cccht dinh dng. Hn na, vi quy trnh sn xutkhp kn, thit b hin i cng cng ngh tit

trng hp l, ngi tiu dng cthyn tm t nhng sn phm sa u nnh Number One Soya rt bdng v m bo vsinh an to n thc phm.

Nhiu cng trnh nghin cu ca cc nh khoa hcthuc trng i hc Alabama (Hoa K) cng b:ngoi vic cung cp dng cht cho c th, u nnhcn c tc dng chng xy ha, gim nguy c mc

bnh tim mch v ung th. Nhng sn phm t unnh c th thay th tht ng vt, cung cp chtm cho c th m khng c cholesterol, hon ton

ph hp vi xu hng m thc hin i vn hn chcc loi thc n nhiu cht bo. V vy, ung sau nnh Number One Soya kt hp vi vic tp thdc u n, l mt cch hu hiu gip bn c mt

vc dng cn i v c th khe mnh.Nhc n th trng thc ung Vit, k khng ht v s a dng chng loi t biaru, nc gii kht nh nc ngt, nc sui, nc khong n cc loi nc tnglc Number 1, nc ung dnh cho ngi vn ng Number 1 Active, cc loisa ti, sa u nnh Number 1 Soya, sa chua; v by gi l nc p tri cyNumber 1 Juice, tr xanh Khng , tr tho mc Dr Thanh, c c la chn cho

ngi thch ung ng v khng thch ung ng. Cc nh sn xut ua nhautung nhiu mt hng thc ung phong ph, thch hp vi mi i tng khc nhau cnhng nhu cu khc nhau. Thc ung cng c bit phn chia theo vn ho vngmin: Nu x s Ty Nguyn vi c trng ru cn, Lt c ru vang, Bnhnh c ru bu , th nhng vng min Ty Nam b cng c ru G Cng..Th trng ru bia v nc ung m ra nhiu hng i cho doanh nghip. Tt c squy t trong lin hoan m thc H Thnh mng i l 1000 nm Thng Long mtsn chi cho doanh nghip qung b thng hiu, mt s kin c tm vc v nghaquan trng, ni m khch hng nhn ra s khc bit so vi cc hi ch thng thng,ni mang m du n v vn ho Vit Nam ln u tin t chc gia lng th H

Ni.


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Tm quan trng ca Marketing+ nu ko co marketing th DN ko nm bt c nhu cu ca tiu dng,+ko c marketing th ko tip thi dc sp ra th trng+ko co marketing th

Nh cung ng Sn phm cung cp

Polymer Asian Bao b sn phm

PTT Polymermarketing Bao b sn phm

SCT Viet Nam Bao b sn phm

Malaysia VN glass Chai thy tinhBJC in bao b nhn hiu

SCG chemical Hng liu,ha cht

Roha Dyecham Hng liu,ha cht

Car Gill Nng snSCM VN Nng sn

Connell Bros Nng sn

Crower Bevegara X l truyn thng

CTY c phn LASTA Gii php truyn thng

CTY c phn LASTA Vn ti

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