tiPHN TCH CHIN LC CHIU TH CA HNG BIA SAPPORO

GVHD : Ths. Nguyn Hong ChiSVTH : Trn Th Hng Nhung

TP H Ch Minh, ngy thng nm 2015

MC LC

M UL do chn tiTh trng bia Vit Nam ang trong giai on pht trin mnh m. Theo bo co ca B Cng Thng, tiu th bia ti Vit Nam tng trung bnh 12% giai on 2006 2010 v d bo tng 13% trong 2011-2015. Nguyn nhn ca s tng trng mnh m l Vit Nam nm trong top 25 nc ung bia khng khip nht th gii, ng th 3 chu v lin tc dn u khu vc ng Nam . Lng tiu th bia nm sau lun cao hn nm trc 15% . Vi sc tiu th y, hin c khong 30 thng hiu bia c mt ti Vit Nam. [3]Theo tham kho trn cc bo nh VnExpress, VTC News... Th trng bia ti Vit Nam v cng hp dn v th v nh vy thu ht rt nhiu hng bia uy tnh v cht lng trn th gii thm nhp v pht trin. C th k n nh Sapporo, Heineken, Tiger, Carlsberf Mi thng hiu u c mt chin lc thu ht khch hng v khng nh v tr trn th trng. Tuy nhin, cc hng bia cng s gp khng t kh khn khi phi i mt vi cc i gia ca th trng Vit Nam nh Sabeco, Habeco.Theo bo Doanh nhn Online th cc hng bia ngoi nh Heineken, Sapporo ang gy sc p rt ln ln th trng bia ni. Heineken c nh gi l i th s mt ca hng bia ni ln nht Vit Nam Sabeco. Vi cc chin dch rm r ngay ngy u thm nhp Vit Nam nn Heineken nhanh chng tr thnh hng bia ngoi s mt trong mt ngi tiu dng Vit. Mc d gia nhp th trng bia ti sm hn Heineken 2 nm, nhng Sapporo khng ch trng nhiu n u t phn phi cng nh vic qung b hnh nh. Do , v tr s 1 dnh cho bia ngoi nhanh chng ri vo tay hng bia Heineken v Sapporo vn l mt ci tn xa l vi ngi tiu dng d i trc n 2 nm. Song trong nhng nm gn y, nhn thy tim nng t th trng bia cao cp c nhu cu rt ln. Sapporo ang dn nh hnh v c nhng bc ngoc ln trong cc chin lc chiu th. iu dn n kt qu n thi im u nm 2015, sn phm ca Sapporo Vit Nam c mt ti 5.000 ca hiu v nh hng, vi 4 loi bia thuc dng Sapporo premium. [4] c rt nhiu bi nghin cu v phn tch v chin lc chiu th ca Heineken nhm tm hiu yu t dn n thnh cng ca hng bia ny khi thm nhp vo th trng Vit Nam. Ti nhn thy cha c bi phn tch no v chin lc chiu th ca hng bia Sapporo mt hng bia ang m rng th phn mt cch mnh m v ang dn tr thnh i th ng gm ca hng bia Heineken ti tr trng Vit Nam . Trong khi cc hng bia ni ang kh khn trnh nh mt th phn vo tay Heineken, cc hng bia ngoi loay hoay tm v tr cho thng hiu ca mnh, th s thm nhp th trng ca Sapporo vi phn khc cao cp cng vi chin lc bm im bn dn to cho Sapporo chia s "ming bnh" vi Heineken. Thnh cng ca Sapporo cho thy, d c kh khn, nhng vi chin lc r rng th phn khc bia cao cp vn cn c hi cho nhng thng hiu bia c lc. Vi nhng l do nh trn nn ti chn ti Phn tch chin lc chiu th ca hng bia Sapporo.Mc tiu nghin cuPhn tch chin lc chiu th ca sn phm bia Sapporo, c bit l ti thnh ph H Ch Minh, t xut mt s bin php nhm hon thin/ pht trin chin lc.Ni dung nghin cu Nghin cu c s l lun v chin lc chiu th Nghin cu thc trng chin lc chiu th ca Sapporo ti thnh ph H Ch Minh xut mt s bin php nhm hon thin chin lci tng v phm vi nghin cu Ngi nghin cu Chin lc chiu th ca sn phm bia Sapporo Ngi nghin cu mt s ni dung lin quan n chin lc chiu th ca Sapporo. Trong , trng tm nghin cu cc ni dung sau: Giao t (public relation) Cho hng c nhn Marketing trc tip Cng c IMC V thi gian nghin cu c hn, chng ti ch tin hnh nghin cu ti ny ti a bn Thnh ph H Ch Minh.Phng php nghin cu Phng php nghin cu ti liu Phng php quan st Phng php phng vnGi tr thc tin Lm r thc trng chin lc chiu th ca Sapporo ti thnh ph H Ch Minh xut gii php hon thin chin lc chiu th ca SapporoB cc

NI DUNG:Chng 1:C s l lun v MarketingMarketing v vai tr vi hot ng ca doanh nghip1.1.1. Mt s thut ng ca marketing1.1.2. nh ngha v Marketing1.1.3. Vai tr vi hot ng ca doanh nghipQuy trnh Marketing1.1.4. R(Research): Nghin cu thng tin marketing1.1.5. STP (Segmentation, targeting, positioning): phn khc, chn th trng mc tiu, nh v1.1.6. MM (Marketing mix): Xy dng chin lc marketing-mix1.1.7. I (Implementation): Trin khai thc hin chin lc marketing1.1.8. C (Control):Kim tra nh gi chin lc marketingMarketing-Mix1.1.9. Khi nim Marketing-mix1.1.10. Cc thnh t ca Marketing-mix1.1.10.1. Sn phm1.1.10.2. Gi c1.1.10.3. Phn phi1.1.10.4. Chiu thL thuyt lin quan n chin lc chiu th trong Marketing-Mix1.1.11. Khi nim v chiu th (Promotion)1.1.12. Mt s hnh thc chiu th 1.1.12.1. Da trn sn phm1.1.12.2. Da trn ti chnh1.1.12.3. Da trn thi im v a im1.1.13. Cc cng c chiu th1.1.13.1. Qung co1.1.13.2. Khuyn mi1.1.13.3. Giao t1.1.13.4. Cho hng c nhn1.1.13.5. Cng c IMC1.1.14. M hnh truyn thng1.1.15. Qui trnh chin lc chiu th (Promotion)1.1.16. Cc phi thc chiu th1.1.16.1. Loi sn phm kinh doanh1.1.16.2. Chin lc y ko1.1.16.3. Trng thi trong giai on sn dng mua ca khch hng1.1.16.4. Chu k sng sn phm1.1.17. Vai tr ca chiu th1.1.18. Chc nng ca chiu thTiu kt chng 1

Chng 2:Gii thiu hng bia Sapporo2.1.1. Lch s hnh thnh ca Sapporo2.1.1.1. Tng quan thng hiu2.1.1.2. Qu trnh hnh thnh2.1.2. Thng tin tng quan 2.1.2.1. Tm nhn2.1.2.2. S mnh2.1.2.3. Hnh thc s hu 2.1.2.4. Ngnh hot ng2.1.2.5. Nh my2.1.2.6. S t chc2.1.2.7. Vai tr cc phng ban lin quan n hot ng marketingMi trng marketing ca doanh nghip2.1.3. Mi trng v m2.1.3.1. Mi trng chnh tr - php lut2.1.3.2. Mi trng kinh t2.1.3.3. Mi trng vn ha x hi2.1.3.4. Mi trng dn s Cu trc dn s theo tui2.1.3.5. Mi trng khoa hc k thut2.1.3.6. Mi trng t nhin S ph hp ca iu kin t nhin i vi nguyn liu lm bia2.1.4. Mi trng vi m2.1.4.1. Gii trung gian2.1.4.2. Khch hng2.1.4.3. i th cnh tranh2.1.5. Mi trng ni vi2.1.5.1. Yu t nghin cu pht trin2.1.5.2. Yu t cng ngh sn xut2.1.5.3. Yu t cung ng vt tGii thiu hot ng marketing ca Sapporo2.1.6. Hot ng v chin lc sn phm Ch yu v dng sn phm Sapporo Premium2.1.7. Hot ng v chin lc gi2.1.8. Hot ng v knh phn phi2.1.9. Hot ng chiu thPhn tch hot ng chiu th ca Sapporo2.1.10. Cc hot ng khuyn mi Khuyn mi ngi tiu dung2.1.11. Cc hot ng cho hng c nhn2.1.11.1. Nhim v ca cc nhn vin bn hng2.1.11.2. Yu cu v kh nng ca nhn vin cho hng2.1.11.3. Qui trnh cho hng2.1.12. Cc hot ng marketing trc tip2.1.12.1. Hnh thc marketing trc tip Qung co p ng trc tip Marketing trc tuynTiu kt chng 22.1.13. Thnh cng t chin lc ca Sapporo2.1.14. Nhc im ca chin lcChng 3: Gii php v xut3. Mc tiu marketing ca Sapporo trong thi gian tiGii php cho chin lc chiu th ca Sapporo xut khc thc hin gii php tt hnTiu kt chng 34

KT LUN:Kt lunKin ngh gii php trong tng lai

TI LIU THAM KHO

Sch:1. TS. Trn Th Ngc Trang (ch bin) (2007), Marketing cn bn, NXB Lao ng X hi.Website: 2. http://vtc.vn/khoc-liet-thi-truong-bia-viet-sabeco-co-nhuong-ngoi-vuong-cho-heineken.1.490649.htm3. http://www.doanhnhansaigon.vn/chuyen-lam-an/thi-truong-bia-cuoc-dau-tam-cao/1086073/