chien luoc Đa dang hoa san pham cua sony tai vietnam

7/28/2019 Chien luoc a dang hoa San pham cua SOny tai Vietnam

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M U

1.Tnh cp thit ca ti

Sau gn 20 nm xy dng nn kinh t m ca, Vit Nam tr thnh mtth trng y tim nng i vi cc nh u t nc ngoi. Th mnh ca Vit

Nam chnh l ch c nhng s khc bit y hp dn so vi cc th trng

chu khc. l: dn s ng nhng c tui tr, tng lp trung lu mi

gia tng nhanh, c th gii tha nhn l mt th trng c an ton cao, tc

tng trng kinh t nhiu nm lin mc cao trong khu vc, chnh tr n

nh. Xu hng tiu dng Vit Nam hin nay c nhiu chuyn bin. Mtlp tr nng ng, c trnh , c bn lnh, thch lm giu v bit lm giu ang

"lm ch tnh hnh". H c tin, bit tiu tin v thch tiu tin vi nhng sn

phm, hng ha, dch v no c ngha gip h t khng nh c mnh.

y chnh l phn on th trng c sc hp dn, c bit i vi cc cng ty

nc ngoi. Cn th trng ngi mua l cc t chc th cha thc s hp dn,

bi cc t chc kinh t - x hi Vit Nam hu ht c quy m nh, nng lc sn

xut, tiu dng cn kh khim tn. Hn na, th mnh ca cc doanh nghip

Vit Nam chnh l ch tn dng ngun nguyn liu r tin, ti ch v gi nhn

cng r lm li th cnh tranh. Do , khi cc cng ty nc ngoi tn dng

cc yu t , kt hp vi sc mnh v cng ngh sn xut, trnh qun l v

kinh nghim thng trng ginh u th trong cnh tranh vi mc tiu m

rng th phn, thu c nhiu li nhun, th th trng ngi mua l cc t

chc kinh t - x hi ca Vit Nam khng c tnh hp dn cao (cc nh u t

khng bn nguyn vt liu, bn thnh phm m ch yu h ch bn cc sn

phm bi v n cha hm lng cht xm cao, th hin c kh nng vt tri

v k thut ca h). Chnh v vy, c th khng nh rng phn on th trng

ngi tiu dng (c bit l gii tr v tng lp trung lu) l c sc hp dn c

bit i vi cc cng ty nc ngoi.

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Mt khc, sau nhng kh khn bt n ban u khi chuyn t nn kinh t

k hoch tp trung sang nn kinh t th trng, th trng Vit Nam nh hnh

i vo giai on n nh, tuy nhin cng mi ch mc s cp, sn phm

hng ha vn cha vo chiu su. y cng l iu kin thun li cc nhu t i vo phn khc th trng, chim lnh cc th trng mc tiu.

Tp on Sony ca Nht Bn sm nhn ra nhng u im trn ca th

trng Vit Nam v t nm 1995, tp on Sony lin doanh vi cng ty c

phn in t Tn Bnh thnh lp cng ty Sony Vit Nam sn xut v kinh

doanh cc sn phm ca Sony nhm chim lnh cc th trng mc tiu vn cn

b ng lc by gi.

2.Mc ch nghin cu ca ti

n nay, cng ty Sony Vit Nam c bit n nh mt cng ty rt thnh

cng trn th trng Vit Nam. n Chin lc a dng ha sn phm ca

tp on Sony ti th trng Vit Nam nghin cu chin lc a dng ha sn

phm ca tp on Sony ti th trng Vit Nam nhm l gii phn no nguyn

nhn dn n thnh cng ca tp on Sony ti th trng Vit Nam m i din

l cng ty Sony Vit Nam, t rt ra nhng bi hc kinh nghim.

3.i tng v phm vi nghin cu

i tng nghin cu ca ti l nhng hot ng ca cng ty Sony

Vit Nam trong vic thc hin chin lc a dng ha sn phm.

Phm vi nghin cu ca ti l th trng Vit Nam.

4.Kt cu ca n

n gm 3 chng nh sau:

Chng I: Chin lc a dng ha sn phm ca tp on Sony ti th

trng Vit Nam

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Chng II: Phn tch chin lc a dng ha sn phm ca tp on

Sony ti th trng Vit Nam

Chng III: Bi hc kinh nghim t chin lc a dng ha sn phmca tp on Sony ti th trng Vit Nam

Mc d rt c gng nhng cng trnh khng th khng trnh khi sai

st. Rt mong cc thy, c gio v cc bn sinh vin cho kin ng gp. Ti

xin chn thnh cm n./

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CHNG I

CHIN LC A DNG HA SN PHM CA TP ON SONY TI

TH TRNG VIT NAM

T nm 1992 cng ty c phn in t Tn Bnh (cng ty VTB) l 1 i

tc ca Sony ti th trng Vit Nam. Cng ty VTB nhn thy tnh hnh u t

nc ngoi ti Vit Nam ngy cng gia tng v si ng, khong cch v cng

ngh, k thut, thit b v qun l gia cc doanh nghip Vit Nam v nc

ngoi l qu ln. rt ngn s chnh lch v gia tng tc pht trin,

cng ty VTB nhn thy khng cn con ng no khc l phi chuyn ngay t

qu trnh hp tc sang lin doanh vi cc tp on sn xut sn phm in t c

tn tui. Tp on Sony cng nhn thy rng lin doanh vi cng ty VTB

nm gi mt phn quyn iu hnh cng ty s gip tp on c nhiu thun li

hn so vi vic t tay xy dng tt c t u th trng Vit Nam.

Sau nhiu ln m phn n thng 11/1994 lin doanh Sony Vit Nam

chnh thc ra i vi hn 200 cn b cng nhn vin VTB chuyn sang lm

nng ct cho lin doanh. c thnh lp vi s vn u t 16,6 triu la M,

trong pha Vit Nam gp 30% vn v pha tp on Sony gp 70% vn, cng

ty lin doanh Sony Vit Nam c tr s chnh thnh ph H Ch Minh.

Ngay thng sau, cng ty Sony Vit Nam bt u tung ra tivi mu n

hnh Trinitron v radio cassette. n u nm 1995, cng ty bt u sn xut

dn my hi-fi, u video v trong nm , cng ty khai trng chi nhnh

nng v Hi Phng. n thng 8/1998 cng ty gii thiu Tivi mu WEGA@

mn hnh phng tuyt i vo th trng Vit Nam

1/10/2003 cng ty Sony Vit Nam chnh thc khai trng Ca hng trng

by, gii thiu v bn sn phm Sony ti Trung tm thng mi Trng Tin

Plaza, H Ni. Nhiu sn phm, thit b nghe nhn, in t gia dng, my tnh,

thit b cng ngh thng tin c gii thiu v bn ti y. y l ca hng

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u tin thuc loi ny do Sony m ti Vit Nam. Cng ty Sony Vit Nam

pht trin c 162 i l bn l chnh thc trn ton quc, 55 im sa cha y

quyn v giao nhn ti ch, vi 3 trm bo hnh chnh ti H Ni, Nng v

thnh ph H Ch Minh. Ca hng Sony s tp trung cung cp dch v tt nhtcho khch hng, ch yu gii thch cht lng, cng ngh, tnh nng k thut

ca sn phm Sony, hng dn s dng cho khch hng. Sony chuyn giao

mt s cng ngh sn xut v lp rp cho Sony Vit Nam, trong c: cng

ngh p nha, cng ngh cm mch in t ng, cng ngh sn xut b d sng

tivi... Tnh n thi im th Sony Vit Nam lp rp c khong

1.900.000 sn phm cc loi, vi t l ni a ha 30-70% tu theo tng chngloi sn phm.Vo thng 11 v thng 12 trong cng nm ny, Sony Vit Nam

ln lt tung ra th trng my chp hnh k thut s Sony Cybershot v cng

ngh Super Fine Pitch cho Tivi WEGA 38 mn hnh phng

Ti Vit Nam ComputerWorld Expo 2004, Sony Vit Nam ra mt lot sn

phm c ng dng cng ngh mi. Ti trin lm ny nm ngoi, Sony

trnh by nh a lot sn phm mang tnh hi t gia cc sn phm audio-video (AV) vi cng ngh thng tin (IT) vo th trng Vit Nam. Sony Vit

Nam tin hnh sn xut, lp rp mt s sn phm nh my quay phim

Handycam v my chp nh k thut s CyberShot. Nm nay, Sony Vit Nam

tp trung gii thiu nhng sn phm mi v lnh vc ny nh loi u a DVD

th h mi c th c c loi a quang Blu-Ray. y l loi a c kch

thc tng t cc loi a CD/DVD thng dng nhng c dung lng caohn nhiu ln. Cc loi my quay phim Handycam th h mi ca Sony s ghi

hnh trc tip trn a DVD thay v ghi trn bng video nh cc sn phm th h

trc. ng thi, c khong nm, su loi mn hnh tinh th lng vi tnh nng

mi c gii thiu ti gian hng ca Sony. n nay, Sony c cc loi ti-vi

WEGA mn hnh ln c trang b th nh Memory Stick v ngi s dng sau

khi chp nh bng my nh CyberShot c th xem li trn ti-vi. y chnh l

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chng trnh y mnh cc sn phm hi t gia hai lnh vc AV-IT v Sony

Vit Nam s tng bc sn xut cc sn phm ny ti Vit Nam. Bn cnh ,

gian hng ca Sony trong trin lm c mt chng trnh cho khch hng s

dng th cc sn phm mi ca Sony. i ng nhn vin k thut ca Sony shng dn cho h quay phim bng my Sony Handycam, chp nh bng my

CyberShot. Sau , tip tc thc hin vic kt ni vi my tnh xch tay Sony

Vaio chuyn on phim vo my tnh; chnh sa hnh nh hoc dn dng cc

on phim cho hon chnh. Nh vy, ngi tiu dng s c dp s dng v tm

hiu cc cng on thit k mt bc nh, on phim video vi nhng phng

tin k thut s.Tp on Sony ang tng bc m rng ri sn phm AV-IT ti Vit

Nam v trn phm vi ton cu. Vietnam ComputerWorld Expo 2004 l mt dp

tt Sony gii thiu nhng sn phm k thut s rng ri cho ngi tiu dng.

Theo ng Fumiatsu Hirai, tng gim c Sony Vit Nam, my nh k

thut s Cyber Shot tuy mi trin khai lp rp ti Vit Nam t cui nm 2003

nhng t mc tiu th 2000 chic. c tnh sn phm my nh Cyber Shot

ca Sony chim khong 50% th phn Vit Nam. Trong tng lai, nh my Sony

ti Vit Nam s tng t l linh kin ni a ha cho cc sn phm k thut s

nhm p ng kp thi s tng trng ca th trng. Trc y, do quy m th

trng Vit Nam cn nh nn Sony Vit Nam phi nhp khu linh kin t cc

nh my Sony khc trn th gii.

Trong nm 2005, th trng my quay DVD ton chu c mc tng

trng vt bc, gp 2,5 ln so vi nm 2004. Ti Vit Nam, th trng my

quay DVD cng t mc tng trng cao. Cc nh sn xut my quay k thut

s ang chuyn mnh qua sn xut my quay DVD, trong Sony tip tc cng

c v tr dn u th trng bng vic a ra mt seri 4 my quay DVD

Handycam mi vo th trng Vit Nam, gm cc model DCR-DVD905,

DCR-DVD805, DVD755 v DVD705.

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Trong 4 model my va a vo th trng Vit Nam, my quay cao cp

DVD Handycam model DCR-DVD905 s khng b l bt k hnh nh hoc

on phim no v cc khonh khc qu gi trong cuc i ca bn. Vi chc

nng va quay va chp ng thi (Dual mode recording), my quay ny c thchp hnh vi phn gii 4 mega pixels ch vi mt nt bm trong qu trnh

quay trong khi hu ht cc my quay thng thng trn th trng ch c th

chp hnh vi phn gii VGA. My quay DCR DVD905 cn c mt tnh

nng mi l chc nng quay m tc chm ( Smooth Slow Recording

function) c kh nng lm gim tc nhng chuyn ng qu nhanh i vi

kh nng nhn thy ca mt ngi. B cm bin ca DCR-DVD905 l loi cmbin CMOS mi mang tn ClearVid v b x l nng cao cht lng hnh nh

c kh nng x l hnh nh vi tc cao hn cho ra nhng on video mu

sc rc r v sng ng. Mc tiu th in nng thp hn ca my ng ngha

vi vic ngi s dng c th quay phim trong thi gian lu hn. Mn hnh nh

dng rng kch thc 3.5-inch loi Clear Photo LCD Plus cho tng phn

cao hn 1,6 ln so vi mn hnh LCD hybrid thng thng.Ngoi model DCR-DVD905 cao cp, nhng model dnh cho ngi tiu

dng trung lu ca Sony nh DCR-DVD805 v DCR-DVD755 cng c chc

nng thu m thanh vm cung cp cho ngi s dng nhng m thanh trung

thc nht. Model DCR-DVD805 l model c lp rp ti nh my ca Sony

Vit Nam.

Sony hin ang dn u th trng my quay k thut s dng a DVDvi 93% th phn ti Vit Nam v chng ti t tin l s tip tc cng c v tr

dn u ny vi seri 4 my quay DVD mi nht vi cc tnh nng rt d s

dng khi quay, chp, chia s hnh nh v xem li hnh nh, p ng nhu cu ca

mi khch hng vi nhiu mc gi khc nhau - ng Lng Minh Mn, trng

phng thit b k thut s cng ty Sony Vit Nam cho bit.

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Thng 6/2005, cng ty Sony Vit Nam khai trng Sony shop, do Sony

trc tip bn sn phm ti s 247-249 Hai B Trng, qun 3, thnh ph H Ch

Minh. y l ca hng th 3 ca Sony Vit Nam v l shop hng in t ln

nht khu vc ng Nam . Ti y, Sony trng by v bn nhng sn phm

in t mi, cao cp nht ca mnh, nh tivi bravia, my quay phim, my chp

nh k thut s. Sony Shop c tng din tch xy dng 500m2, c thit k

theo ng tiu chun Showroom Sony ti Nht Bn, gm phng trng by v

bn cc thit b, sn phm mi, phng t vn k thut v phng th nghim cc

cng ngh nghe nhn mi ca Tp on Sony. Bn cnh , Sony Shop cn tchc cc lp o to min ph v k thut, do chnh cc k thut vin Sony ng

lp, dnh cho cc i l v khch hng c nhu cu. Nhn dp ny Sony Vit

Nam cng tung ra chng trnh khuyn mi hp dn mang tn "i chu u n

Ging sinh" dnh cho tt c khch hng no mua bt k sn phm ca Sony

trong 2 thng cui nm 2005.

Cng trong nm ny, nhm gip phng vin tn dng tt hn cc tnh

nng trn my nh s, Sony Vit Nam t chc bui hng dn s dng my nh

s ca Sony cho gn 30 nh bo ti TPHCM ngy 23/9. Nhn dp ny, hng

cung cp mt s thng tin v hng gi, hng nhi trn th trng. Theo thng k

ca Sony Vit Nam, my chp nh v my quay Sony chnh hng ch chim

30% th phn, hng tri ni nhi nhn hiu Sony chim n 70% v thng r

hn hng chnh hng t 20%-25%. Nghim trng hn, vi my nghe nhc MP3Sony, hng gi chim hn 90% th phn v gi cng r hn my MP3 Sony

chnh hng t 3-4 ln; hng gi v th nh Sony chim n 95% v c gi r hn

2-3 ln. i ph vi tnh trng ny, Sony tng cht lng hu mi, tng

thi gian bo hnh (2 nm). Ngoi ra, Sony cn lm ti liu hng dn ting

Vit nhm chng tnh trng photo, lm gi bn cnh nhiu chng trnh u i

cho khch hng khi mua sn phm Sony chnh hng.

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Thng 11/2005, cng ty Sony Vit Nam tung ra th trng trong nc tivi

mn hnh LCD phng th h mi Bravia, vi cc kch c 15-40 inch. Sn phm

c gi t 1500 n 4000 USD. Sony k vng s to nn mt bc t ph trn

th trng TV LCD nh vo s kt hp hon ho gia thit k thm m, chtlng v gi c. Mt trong nhng l do khin Sony tin vo s thnh cng ca

Bravia ti Vit Nam l da trn k thut Best Resolution Audio Visual

Integrated Architecture, thit k tch hp nghe nhn t phn gii cao. Bravia

l dng sn phm tivi LCD mi nht s dng panel tinh th lng th h th 7

ca Sony v k tha 4 cng ngh c trng ca hng ny l: gam mu rng,

phn gii cao, kh nng kch ng hin th nhanh v m thanh tiu chun HD.ng Nobuki Asahira, Trng phng Tip th Cng ty Sony Vit Nam, khng

nh: Sc tiu th ti vi mn hnh LCD s tng mnh. Mc tiu ca Sony l

thng lnh th trng ny v Bravia s chim 70% th phn ti vi mu mn hnh

phng (panel) ti Vit Nam. Cng trong thng 11-2005, cng ty tung vo th

trng ba dng ti vi LCD Bravia vi gi ch bng khong mt na so vi sn

phm cng loi ca cc hng khc ti thi im . Gi bn l mt chic ti viBravia 15 inch ch c 11,9 triu ng, trong khi sn phm cng kch c ca

Samsung n 25 triu ng. Bng vic h gi bn, chng ti mun thay i th

hiu ca ngi tiu dng Vit Nam, vn cn chung loi ti vi n hnh v gi

r, ng Fumiatsu Hirai, Tng gim c Sony Vit Nam, cho bit.

Trc s kin Vit Nam gia nhp WTO vo nm 2006, ng Nobuki

Asahima gim c tip th Sony Vit Nam pht biu: Song song vi spht trin kinh t bn vng th th trng hng in t ang tng dn mt cch

vng chc. V cng song song vi s tng trng th trng, nhiu i th cnh

trnh ch nhiu n th trng Vit Nam, v vy cuc cnh tranh ny s ngy

cng khc nghit hn, nht l khi VN gia nhp WTO. Chng ti chun b rt

k cho vic th trng ngy cng m rng v c s cnh tranh khc nghit

nhng lnh mnh, v ch c nh vy th nn cng nghip in t VN mi c th

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pht trin, ngha l mc tng trng th trng n nh cng vi s cnh tranh

khc lit, lnh mnh.

Ngay sau , nhm to iu kin cho ngi hm m bng n ma

World Cup 2006, t 26/4/2006, cng ty Sony Vit Nam thc hin gim gi trung

bnh 10% i vi tivi LCD Bravia. y l t gim gi u tin ca tivi Bravia

k t khi loi tivi cao cp ny c gii thiu ti th trng Vit Nam vo thng

11/2005. Vic gim gi cho tivi Bravia ch yu c dnh cho cc loi tivi c

mn hnh ln. Theo , cc model tivi Bravia c kch thc mn hnh t 32 n

40 inch c gim 5 triu ng/sn phm, loi c kch thc mn hnh t 23 n

26 inch, gim 3 triu ng/sn phm. c bit, trong thi gian t nay n13/05/2006, khch hng mua tivi Bravia loi 34 v 40 inch cng vi my quay

phim k thut s Sony Handycam HC1 s c gim gi thm 5 triu ng.

Cng vi dng tivi LCD Bravia cao cp, loi tivi truyn thng dng mn

hnh CRT ca Sony cng c mc gi mi. Cc dng tivi t 21 n 25 inch c

gim t 200.000 n 400.000 /sn phm.

Song song vi vic gim gi, Sony Vit Nam cng thc hin chng trnh

khuyn mi cho ma World Cp mang tn Ai ghi bn-Bn cng thng ko di

t ngy 15/5 n 10/7/2006. Trong thi gian trn, khch hng mua tivi Sony

LCD Bravia, tivi Grand Wega v tivi Wega c kch thc t 25 inch n 34 inch

c phiu bo hnh do Sony Vit Nam cp s c tham gia chng trnh khuyn

mi vi nhiu phn thng. C th: Mua tivi LCD Bravia c tng ngay u

DVD Sony model DVP-NS51P, mua tivi Grand Wega c tng dn Hifi

Karaoke ABAM-K5, mua tivi Wega loi 25, 29 v 34 inch c tng thng bia

Tiger 12 lon.

19/8/2006, cng ty Sony Vit Nam chnh thc bn sn phm my nh

phn quang mt ng knh (D-SLR) model Alpha 100 vi tnh nng chng rung

SteadyShot, b x l hnh nh Bionz v cng ngh tit kim pin Stamina. Cng

vi vic a ra th trng my nh Alpha 100, Sony Vit Nam cng khai trng10


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ca hng Handycam Shop ti Trung tm Thng mi Trng Tin Plaza.

Handycam Shop s khng trng by nhng sn phm in t thng thng nh

tivi n hnh, dn my nghe nhc, my nghe nhc c nhn v.v m s tp trung

vo cc mt hng k thut s nh tivi LCD Bravia, my chp nh KTSCybershot, my ghi m k thut s, my nghe nhc MP3, my tnh xch tay

Vaio v.v v c bit l ca hng s tp trung vo sn phm my quay phim k

thut s Handycam cng ph kin v cc thit b tng thch. Bc i ny ca

Sony Vit Nam nhm p ng nhu cu ca th trng my quay k thut s

ang tng trng mnh m khi cht lng cuc sng ca ngi Vit Nam ang

ngy cng c nng cao cng vi nhu cu ghi li nhng khonh khc qu gica cuc sng bng thit b k thut s cht lng cao.

Ti ca hng ny, khch hng c th tm thy nhng mu my quay k

thut s mi nht v hin i nht ca Sony, t loi my quay dng bng DV,

my quay dng a DVD cho n nhng my quay cao cp s dng chun nh

dng cao HD. Nhng my quay ny s c kt ni vi cc my tnh v u ghi

k thut s hin i khch hng c th x l ngay on phim va quay trnmy tnh v chp ra a cng chia s vi bn b v ngi thn. i ng nhn

vin chuyn nghip v nhit tnh ca Sony cng sn sng gii p mi thc mc

v sn phm, hng dn cch kt ni cc thit b v khi cn, c th t chc

nhng lp hun luyn ngi s dng khai thc ht nhng tnh nng u vit

nhng cng c phn phc tp ca sn phm k thut s.

Vi vic a ra sn phm my chp hnh k thut s D-SLR Alpha vkhai trng ca hng Handycam Shop, Cng ty Sony Vit Nam mong mun p

ng tt hn nhu cu ngy cng ln ca khch hng i vi nhng sn phm cht

lng cao trong lnh vc hnh nh

Theo ngun tp ch PC World, th my nh s Sony Cybershot chim

33% th phn v my quay phim k thut s Sony chim 67% th phn trong

nm 2006 ti th trng Vit Nam.

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20/6/2007 Cng ty Sony Vit Nam tung ra th trng model mi thuc

dng Wega Sparkling ni ting th gii, ti vi KV-BZ213M50 ha hn s lm

nng th trng in t trong thi gian ti. Cng nh cc model khc ca

dng Wega Sparkling, ti vi KV-BZ 213M50 k tha cng ngh bng n hnhFD Trinitron cng ngh dn u th gii cho dng sn phm mn hnh phng,

mang li chiu su n tng v gam mu chun xc v hnh nh sng ng.

Model mi ny s dng cc li khe an siu thanh mnh theo chiu thng

ng, cho php lng tia in t ln nht c th lt qua to nn mn hnh phng

thc s, em ti mu sc tht hn, ti sng hn. Mt tnh nng tuyt vi

khc ca tivi KV-BZ213M50 l cng ngh m thanh thng minh. Ngi xemtivi s khng cn cm gic m thanh lc nh lc to khi chuyn knh nh kh

nng iu chnh ln ca m lng lun mc va phi gia cc knh truyn

hnh. KV-BZ 213M50 cn c chc nng sp xp chng trnh theo s thch nh

vo menu hin th trn mn hnh gip ngi xem c th ty thay i th t u

tin i vi cc knh truyn hnh ang pht sng... Theo Cng ty Sony Vit

Nam, vi mc gi 2.390.000 VN, thp nht trong dng ti vi 21 inch ca WegaSparkling, KV-BZ213M50 tr thnh gii php l tng v kinh t nht cho cc

khch hng la chn.

K t thng 6/2007, cng ty Sony Vit Nam gim gi cho tt c cc dng

tivi 21 inch. Theo , gi mi ca cc model KV-TG213M50, KV-BZ213M50

l 2.390.000 ng; KV-SW213M50 gi 2.790.000 ng; KV-HA212M50, KV-

HV21F50 gi 2.990.000 ng; KV-HG21M50 gi 3.290.000; KV-LS21M50-Takumi gi 3.990.000 ng. i vi cc loi tivi 21 inch ba loa KV-HA212

M53, KV-HV21F53 c gi 3.390.000 ng v KV-HG21M53 gi 3.690.000

ng.

Vi nhng mc gi mi ny, Sony Vit Nam hi vng s nng cao c

kh nng cnh tranh trn th trng ni a v ngi tiu dng Vit Nam c th

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chn la mt chic tivi mn hnh phng cao cp ca thng hiu Sony vi nhiu

tnh nng cng ngh vt tri m khng cn phi qu bn khon v gi c.

Trin lm Vit Nam ComputerWorld Expo l s kin hng nm ln nht

ca ngnh Cng ngh thng tin v in t trong nc din ra t ngy 12/7/2007

n 15/07/2007 ti trung tm Trin Lm Quc T 446 Hong Vn Th- Q.Tn

Bnh, TP.HCM. Sony l cng ty duy nht tham gia s kin c tt c cc sn

phm nh dng chun hnh nh nt cao hon ho (Full High Definition),

em li mt tri nghim tuyt vi ca th gii hnh nh nt cao hon ho.

Sony Vit Nam em n trin lm ComputerWorld Expo ln th 12

nhng sn phm cng ngh mi nht nh my quay phim cng, my chp

hnh phn quang

My quay SR200E s dng cng 40 GB.

nh: Good Gear Guide.

Mt trong nhng dng my quay ng ch nht ca Sony trong ma h

nm nay l DCR-SR200E s dng cng 40 GB. Chic my ny c trang b

cm ng CMOS Clearvid v cng ngh chng sc nn cht lng hnh n nh

v kh tt. Nu dng nh mt my chp hnh th phn gii nh c th ln n

4,0 Megapixel.

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Ngoi chic handycam trn, my chp hnh chuyn nghip Alpha100 ng

knh ri l mt gi khc cho dn du lch. My c b cm bin hnh nh CCD

phn gii 10,2 Megapixel cho nhng bc hnh sc nt, mu sc trung thc v

khng b nhiu. Sony t tin cho rng, cng ngh chng rung Super Steadyshotm bo nh khng b m do chp rung tay. Alpha 100 tng thch vi nhiu

loi ng knh ca Sony v Minolta thuc dng Alpha sn c trn th trng.

Sony Cybershot T100 c phn gii 8,1

Megapixel. nh:Digitaltrends.

Nhng ngi chi nghip d khng mun u t qu nhiu cho mt chic

my nh th c th chn dng my Cybershot vi model mi nht l T100. Mynh c phn gii 8,1 Megapixel cng ng knh Cazl Zeiss. Cng ngh chng

nhe cng tnh nng nhn din khun mt s gip xc nh tm im, phi

sng, cn bng trng v kim sot n flash trn tng khun mt ngi ch trong

mt kiu nh. Dng T100 c 3 mu (bc, en, ).

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Sony NW-A805 c mn hnh rng 2 inch.

nh:Pocket-lint.

ng hnh trong nhng chuyn i xa cn l my nghe nhc xem video

u tin ca Sony (NW-A805, NW-A806). Mc d b ngoi khng khc nhiu

lm so vi nhng my nghe nhc dng A s dng cng trc y, nhng vi

b dy ch 8,3 mm v nhiu mu thi trang (trng, tm, hng), cc my A800

mi mang phong cch tr trung.

Mn hnh LCD 2 inch hin th c 262K mu v h tr nhiu nh dng.B nh trong ca my t 2 n 4 GB m bo lu c vi b phim xem

trong thi gian rnh ri. Sony cho bit, pin ca my c th h tr ti 30 gi nghe

nhc v 8 gi xem phim.

My tnh Vaio dng a Blu-ray. nh: Cnet.

Trong trin lm ln ny, dng my tnh Vaio dng a Blu-ray VGN-

FZ18G cng c gii thiu. Tc truyn d liu ca a Blu-ray l 36

Mb/giy, mi mt a lu c ti 25 GB d liu, tng ng vi 4 gi video

tiu chun HD.

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Mn hnh OLED ca Sony. nh: Cnet.

Ln u tin ti Vit Nam, Sony mang ti TV mn hnh siu mng OLED

c s dng cc diode pht sng hu c. Mn hnh ny ch rng 11 inch, dy 3

mm v c phn gii ln ti 1.026 x 600 pixel. Mn hnh OLED c th un

cong khi trnh chiu nhng vn m bo hin th mu r v nt nh nhng mnhnh truyn thng. u im ca cc mn hnh OLED trn l s dng diot pht

sng nn tiu th in nng thp, sng v tng phn cao.

Cng ty Sony Vit Nam ch yu lp rp cc linh kin in t. Cng ngh

sn xut c m t mt cch n gin l khi cc nguyn liu nhp kho s c

phn loi, kim im v chuyn cho b phn cm board t ng, sau a ra

dy chuyn cm nhng linh kin ln. Board hon tt c a vo my hn

kt dnh linh kin, ri lp rp board vo v sau, sau l lp rp n hnh,

cn chnh, kim tra ng gi, nhp kho. Ton b qu trnh sn xut hu nh

khng c cht thi c hi, k c kh thi. Hin nay Sony Vit Nam mua cc

my hn ng dng cng ngh hn khng ch, s dng cht liu hn l bc, km,

ng. Ngoi ra, cc phn xng u c trang b h thng ht hi c.

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Chng I cung cp nhng d kin, nhng s liu nhm mang li mt

ci nhn tng th v cng ty Sony Vit Nam v nhng sn phm m cng ty

cung ng ra th trng Vit Nam. T nhng d kin v s liu ny, n s tin

hnh phn tch chin lc a dng ha sn phm ca tp on Sony ti thtrng Vit Nam trong chng II.

CHNG II

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PHN TCH CHIN LC A DNG HA SN PHM CA TP

ON SONY TI TH TRNG VIT NAM

1.Chin lc a dng ha sn phm

Danh t chin lc vn l mt thut ng v qun s, ngha l mu lc

tin hnh chin tranh. l vic cn c vo tnh hnh qun s, chnh tr, kinh t,

a l ca hai bn i ch, xem xt cc din chin tranh chun b v vn

dng lc lng qun s.

Chin lc kinh doanh quc t ca doanh nghip l trong iu kin kinh

t th gii, cn c vo iu kin khch quan v ch quan, vo ngun lc m

doanh nghip c th c nh ra mu lc, con ng, bin php nhm m

bo s tn ti, pht trin n nh, lu di theo mc tiu pht trin m doanh

nghip t ra.

C bn loi hnh chin lc kinh doanh quc t: chin lc tch hp,

chin lc cng , chin lc a dng ha v cc chin lc khc, trong

chin lc a dng ha l chin lc kinh doanh cng mt lc nhiu sn phm.Chin lc ny thng l s la chn ca doanh nghip trong giai on chn

mui trong chu k sinh tn ca doanh nghip. l giai on m s pht trin

ca doanh nghip t n mt nht nh, doanh nghip c mt v th

trn thng trng v phi i mt vi s cnh tranh ngy cng gay gt.

Chin lc a dng ha gm ba hnh thc:

a dng ha ng tm: l vic b sung cc sn phm hoc dch v mic lin quan n sn phm, dch v hin ti.

a dng ha hng ngang: l vic b sung nhng hng ha v dch v mi

i vi cc khch hng hin ti.

a dng ha kt hp: l vic b sung thm cc sn phm v dch v mi

khng lin quan vi sn phm v dch v hin ti.

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2.Phn tch chin lc a dng ha sn phm ca tp on Sony ti th

trng Vit Nam.

Khi bt u thm nhp vo th trng Vit Nam, Sony khi l mt

tp on hng mnh vi chi nhnh cc nc nh M, Anh, Php, c...Th

trng Vit Nam lc by gi mi chuyn sang nn kinh t th trng c 8

nm nhng nhu cu ca ngi tiu dng tng ln ng k. Sau mt lot sn

phm mang tnh cht thm nhp th trng nh tivi mu n hnh Trinitron v

radio cassette, dn my hifi, cng ty Sony Vit Nam thu c nhng kt qu

kh quan, th hin bng vic tng vn u t ln 16,6 triu USD vo nm 1996.

K t thi im , chin lc a dng ha sn phm ca tp on Sony ti thtrng Vit Nam m i din l cng ty Sony Vit Nam c th hin r nt

nht. Cng ty Sony Vit Nam thc hn 2 hnh thc ca chin lc a dng ha

l a dng ha ng tm v a dng ha kt hp.

2.1.Phn tch chin lc a dng ha ng tm

Thng 8/1998, cng ty Sony Vit Nam gii thiu ra th trng tivi muWEGA@ mn hnh phng tuyt i. n cui nm 2003, cng ty tung ra cng

ngh Super Fine Pitch cho Tivi WEGA 38 mn hnh phng. Cng ngh Super

Fine Pitch cho php tng s lng khe li trn mn hnh thm 65% so vi loi

thng thng, nn hnh nh c ci thin. Cng vi mt loi sng bn in t

mi v phosphor pht sng mnh, tivi Super Fine Pitch to ra cc hnh nh sc

nt nh tht.Vi cng ngh ny, tivi ca Sony l loi s dng n hnh c kh

nng to cc hnh nh c phn gii cao. Bng cch tng s dng ngang ln

200%, phn gii ca mn hnh c tng ln ng k, khin cho cht lng

hnh nh c nng cao. i cng vi cng ngh Super Fine Pitch, cc tivi loi

HS ca Sony cng s dng k thut DRC ( to hiu ng thc t s) nhm ti to

tn hiu vo t tn hiu chun dnh cho cc tivi phn gii cao. DRC c

chia thnh 3 loi DRC 1250, 100 v Progressive. Trong , loi DRC 1250 tng

gp i mt theo chiu ngang v dc. Cn DRC 100 cn gi l cng ngh19


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100Hz, to hnh nh chuyn ng m, khng b git, trong khi DRC Progressive

x l rung, lm r cc ch ph . B lc k thut s 3 chiu chu trch

nhim tng sc nt ca hnh nh v mu sc, cn b gim nhiu ba chiu ph

tr cho tn hiu. Nm 2004, Sony Vit Nam li tung ra tivi WEGA mn hnh lnc trang b th nh Memory Stick v ngi s dng sau khi chp nh bng

my nh Cybershot c th xem li trn tivi.

Nh vy, k t lc tung ra th trng tivi WEGA@ mn hnh phng tuyt

i, cng ty Sony Vit Nam khng ngng nghin cu pht trin thm cc tnh

nng cho tivi WEGA, lm cho tivi WEGA ngy cng c hon ho hn, p

ng c nhu cu ca nhng khch hng kh tnh nht.

Khng ch ring tivi WEGA, Sony Vit Nam cng ch trng pht trin

thm cc tnh nng cho dng sn phm my chp hnh k thut s. Nm 2003,

Sony Vit Nam tung ra th trng trong nc my nh k thut s Sony

Cybershot. Sau 4 nm, Sony Vit Nam ci tin dng sn phm ny vi

nhng tnh nng ni bt nh: nng phn gii ca my ln 8,1 Megapixel cngng knh Cazl Zeiss v tch hp thm cng ngh chng nhe gip xc nh tm

im, phi sng, cn bng trng v kim sot n flash trn tng khun mt

ngi ch trong mt kiu nh. Sony cng khng qun ci tin mu m sn phm,

tng thm s la chn cho khch hng vi ba mu bc, en, trong khi mu

my c ch c mu bc v en.

Bn cnh vic lin tc ci tin cc sn phm hin ti, Sony Vit Nam

cng lin tc tung ra nhng t khuyn mi, gim gi cho cc sn phm hin ti

nh gim trung bnh t 200 000 n 5000 000 VN trn mt sn phm, tng

km dn my hifi, my nghe nhc, th nh... cho khch hng khi mua sn phm

ca chnh hng.

2.2.Phn tch chin lc a dng ha kt hp

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Ti Vit Nam Computer World Expo 2004, Sony gii thiu loi u a

DVD th h mi c th c c loi a quang Blu-Ray. y l loi a c kch

thc tng t cc loi a CD/DVD thng dng nhng c dung lng cao

hn nhiu ln. ng thi Sony cng gii thiu cc loi my quay phimHandycam th h mi ghi hnh trc tip trn a DVD thay v ghi trn bng

video nh cc sn phm th h trc.

Thng 11/2005, Sony Vit Nam tung ra th trng trong nc tivi mn

hnh LCD phng th h mi Bravia da trn k thut Best Resolution Audio

Visual Integrated Architecture, thit k tch hp nghe nhn t phn gii cao.

y l dng sn phm tivi LCD mi nht s dng panel tinh th lng th h th

7 ca Sony.

Nu trongnm 2003, Sony Vit Nam tung ra th trng trong nc my

nh k thut s Sony Cybershot th n nm 2006, Sony Vit Nam li tip tc

tung ra th trng trong nc my nh phn quang mt ng knh (D-SLR) model

Alpha 100 vi cc tnh nng hon ton vt tri v khc hn so vi my nh kthut s Sony Cybershot nh tnh nng chng rung SteadyShot, b x l hnh

nh Bionz v cng ngh tit kim pin Stamina.

Nm 2005, Sony Vit Nam a ra mt seri 4 my quay DVD

Handycam mi vo th trng Vit Nam, gm cc model: DCR-DVD905,

DCR-DVD805, DVD755 v DVD705. Trong my quay DCR-DVD905 c

th chp hnh vi phn gii 4 mega pixels ch vi mt nt bm trong qu

trnh quay trong khi hu ht cc my quay thng thng trn th trng ch c

th chp hnh vi phn gii VGA. My quay ny cn c mt tnh nng mi l

chc nng quay m tc chm (Smooth Slow Recording function) c kh

nng lm gim tc nhng chuyn ng qu nhanh i vi kh nng nhn thy

ca mt ngi. B cm bin ca DCR-DVD905 l loi cm bin CMOS mi

mang tn ClearVid v b x l nng cao cht lng hnh nh c kh nng x l

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hnh nh vi tc cao hn cho ra nhng on video mu sc rc r v sng

ng. Cn my quay DCR-DVD805, DVD755 v DVD705 th c chc nng thu

m thanh vm cung cp cho ngi s dng nhng m thanh trung thc nht.

Trong nm nay, Sony Vit Nam gii thiu my nghe nhc xem video u

tin ca Sony (NW-A805, NW-A806) ch dy 8,3 mm v nhiu mu thi trang:

trng, tm, hng vi mn hnh LCD 2 inch hin th c 262K mu v h tr

nhiu nh dng. B nh trong ca my t 2 n 4 GB m bo lu c vi b

phim. Pin ca my c th h tr ti 30 gi nghe nhc v 8 gi xem phim. Cng

trong nm nay, ln u tin Sony Vit Nam gii thiu dng my tnh Vaio dng

a Blu-ray VGN-FZ18G v dng tivi mn hnh siu mng OLED c s dngcc diode pht sng hu c, c th un cong khi trnh chiu nhng vn m bo

hin th mu r v nt nh nhng mn hnh truyn thng.

Vi nhng sn phm k thut s hon ton mi i vi khch hng nh

vy, Sony Vit Nam lun c i ng nhn vin chuyn nghip v nhit tnh sn

sng gii p mi thc mc v sn phm, hng dn cch kt ni cc thit b v

khi cn, c th t chc nhng lp hun luyn ngi s dng khai thc ht

nhng tnh nng u vit nhng cng c phn phc tp ca sn phm k thut s

ti nhng ca hng ca cng ty.

Tnh n thi im hin ti, Sony Vit Nam tung ra th trng trong

nc 7 dng sn phm mi hon ton vi cng ngh mang tnh t ph so vi

nhng sn phm hin ti - mt con s ng khm phc so vi cc hng in t

khc.

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3.nh gi hiu qu ca chin lc a dng ha sn phm ca tp on

Sony ti th trng Vit Nam

Hiu qu ca chin lc a dng ha sn phm ca tp on Sony ti th

trng Vit Nam c th hin thng qua nhng gii thng m cng ty Sony

Vit Nam t c. Nhng gii thng l:

Chng ch ISO 9002 cho hot ng sn xut.

Chng ch ISO 14001 v mi trng v chng ch ISO 9002 cho dch v

bo hnh.

Gii thng hon thnh xut sc v gim thiu chi ph sn xut do tpon Sony trao tng.

Gii thng Vng v cht lng sn phm do tp on Sony trao tng.

Gii thng Chief Production Officer (t thnh tch xut sc trong sn

xut) do tp on Sony trao tng.

Gii thng Sn phm k thut s c a chung nht trong nm 2004do khch hng bnh chn.

Gii thng Hng Vit Nam cht lng cao 5 nm lin 2001 2005.

Gii thng Rng vng 5 nm lin 2001 2005.

Gii thng Thng hiu ni ting ti Vit Nam do phng Thng Mi

Cng Nghip Vit Nam t chc.

Vi chin lc a dng ha sn phm ng n, tp on Sony ngy cng

khng nh c v th ca mnh trn th trng Vit Nam, tr thnh mt trong

nhng hng in t c ngi tiu dng Vit Nam a chung nht..

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CHNG III

BI HC KINH NGHIM T CHIN LC A DNG HA SN

PHM CA TP ON SONY TI TH TRNG VIT NAM

T nhng thnh cng ca tp on Sony ti th trng Vit Nam m i

din l cng ty Sony Vit Nam, ta c th rt ra mt s bi hc sau:

V nh hng chin lc pht trin:

Tp on Sony khi u ch l mt cng ty in t nh chuyn sn xut

bng t v my ghi m. Sau , quy m sn xut v c cu sn phm c tng

bc pht trin v a dng ha, m rng hot ng sang cc lnh vc mi vi thtrng hot ng a quc gia. Hin nay, ch ring Sony Vit Nam c 14 loi

sn phm, khng ch thuc lnh vc in t m cn thuc lnh vc audio-video

kt hp vi cng ngh thng tin.

V chnh sch i mi cng ngh v pht trin sn phm.

i mi v pht trin cng ngh n u: Trn c s phn tch xu hng

pht trin ca cc thit b ng dng cng ngh s, cng ngh thng tin, tp on

Sony ch trng u t cho nghin cu, ng dng khoa hc cng ngh mi,

nhm i mi cng ngh, pht trin sn phm mi, n u nhu cu pht trin

ca sn phm.

u t cho R&D: Hng nm, tp on Sony u dnh mt khon chi

ph ln cho cng tc nghin cu pht trin, nht l o to i ng nghin cu

khoa hc cng ngh, nhm to ra nhng t ph trong khoa hc cng ngh.

i mi cng ngh tr thnh yu t thnh cng then cht trong mi trng

cnh tranh quc t.

La chn sn phm, cng ngh mi nhn: Tp on Sony sn xut kinh

doanh vi mt c cu sn phm a dng, nhng u c nhng sn phm c

trng, mi nhn. Tivi v my quay phim l hai sn phm mi nhn ca Sony.

Sony tp trung ton b sc mnh cng ngh, nhn lc v cc ngun lc ca24


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hng pht trin cc sn phm mi, c bit nhng sn phm mi nhn

nhm pht trin v m rng th trng, cng c v nng cao danh ting, uy tn

ca tp on.

Nhng sch lc v khu t ph trong qu trnh pht trin:

Tng cng tch t, tp trung vn: Trong qu trnh pht trin, tp on

Sony thc hin chnh sch tch t v tp trung sn xut, vn kinh doanh thng

qua vic tng qui m sn xut, tng doanh thu, tng lao ng v m rng th

phn, tng nng lc cnh tranh trn th trng.

Qun l cht lng sn phm: Trong qu trnh sn xut, tp on Sonythc thi cc chnh sch qun l cht lng cht ch, to nn s pht trin ng

b trong tt c cc khu t sn xut n cung ng sn phm, dch v cho khch

hng.

Pht trin ngun nhn lc, c bit l lc lng lm cng tc R&D lun

l mt trong nhng tiu ch quan trng, thit yu ca tp on Sony. Sony lun

thc hin nhng chnh sch u tin trong o to, pht trin v c ch thu ht,i ng ngun nhn lc trnh cao.

Hng n khch hng: tp on Sony lun xy dng mt chin lc

kinh doanh nh hng n khch hng trn c s tn trng khch hng, coi

khch hng l bn ng hnh trong qu trnh pht trin ca mnh; ng thi,

thit lp cc knh thng tin d dng tip nhn, gii p cc kin phn hi t

khch hng.

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KT LUN

Vi phng chm Sn phm mi s to ra th trng mi, t mt cng

ty in t nh, Sony vn ln tr thnh mt tp on khng l t nhng nm

1980. Tp on Sony khng ngng ln mnh k t cho ti nay. Chnh

thnh cng ca Sony Vit Nam cng gp phn to nn thnh cng ca c tp

on Sony. Theo ng Nguyn Quang Pht, Ph tng gim c Sony Vit Nam:

Sony Vit Nam l mt trong nhng n v c t sut li nhun cao nht trong

s cc cng ty ca Sony trong khu vc. Ti bui trao gii thng Thng

Hiu Ni Ting ti Vit Nam do Phng Thng Mi Cng nghip Vit Nam

(VCCI) t chc, Sony Vit Nam vinh d c ngi tiu dng Vit Nam

bnh chn l Thng Hiu Ni Ting nht Vit Nam trong s 500 thng hiu

ni ting c nhiu ngi bit n. Gii thng Thng Hiu Ni Ting ti

Vit Nam ln ny chnh l s khng nh vng chc uy tn, tn tui ca thng

hiu Sony trn th trng in t Vit Nam. cng chnh l kt qu ca qu

trnh phn u, n lc ht mnh ca tt c Ban Gim c v cng nhn vin

cng ty Sony Vit Nam ngy cng nng cao cht lng sn phm, cht lngbo hnh, phc v khch hng chu o, to dng c nim tin, s yu mn ca

khch hng i vi Sony sut 12 nm qua. t gii thng Thng Hiu Ni

Ting ti Vit Nam chnh l mt vinh d ln i vi ton th nhn vin cng ty

Sony Vit Nam, v t c danh hiu ny Sony phi bo m c rt

nhiu tiu chun: phi l doanh nghip c chin lc xy dng v pht trin

thng hiu lu di, cam kt m bo cht lng hng ha, sn phm, ngoi racn phi gp phn vo vn chng hng gi, hng nhi v phi l thng hiu

thc s c nhiu ngi bit n. Nh vy, gii thng Thng Hiu Ni

Ting ti Vit Nam chnh l ng lc v s ng vin to ln Sony Vit Nam

tip tc vn ln, tin nhanh, tin xa, pht huy tt c nhng th mnh ca mnh

xng ng l mt trong nhng tn tui hng u trong gii doanh nghip ti

Vit Nam./

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DANH MC TI LIU THAM KHO

1.PGS.TS Nguyn Th Hng Gio trnh kinh doanh quc t tp 1, NXB

Thng K 2005.

2.PGS.TS Nguyn Tha Lc, TS Trn Vn Bo Gio trnh chin lc kinh

doanh ca doanh nghip thng mi, NXB Thng K 2002.

3.L c Sn Phn tch chin lc kinh doanh. L thuyt v thc hnh, NXB

Chnh tr Quc gia 2001.

4.www.sony.com.vn

5.www.moi.gov.vn

6.www.saigontimes.com.vn

7.www.vietnamnet.vn

8.www.vnexpress.net

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MC LC

28

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