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MARKETING QUC T I HC KINH T NNG

MARKETING QUC THeineken Vit Nam Thm nhp & Pht trin

Gio vin hng dn: TS. Nguyn Th Thu Hng Sinh Vin thc hin : V Th Thanh Duyn V Th Thu Giang inh Th an Thi Ng Th Tr Linh 35k01.2 35k01.2 35k01.2 35k01.2

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ti: Heineken Vit Nam Thm nhp & Pht trin

LI M UXut hin ln u tin ti Amsterdam nm 1870 Heineken c xem l thng hiu bia thnh cng nht v l mt biu tng trong ngnh cng nghip bia trn th gii.Theo bng xp hng v nh gi ca Interbrand/Business Week hng nm v 100 thng hiu mnh nht th gii, thng hiu Heineken tr gi 2.4 t USD. Heineken c mt khp mi ni v rt c a chung khng ch cht lng m cn bi nhng nt c trng ca sn phm ny. Heineken bc vo th trng Vit Nam t nm 1992 di hnh thc lin doanh vi cng ty beer Vit Nam. Ti y, Heineken c nhng bc i thnh cng khi Vit Nam c nh l mt trong nhng quc gia tim nng vi mc tiu th bia Heineken ng th ba th gii hiu thm v Heineken m rng th trng ti Vit Nam nh th no nhm chng ti xin trnh by ti Phn tch chnh sch thm nhp th trng ca heineken ti Vit Nam vi nhng ni dung sau: Tng quan v Heineken Phng thc thm nhp th trng Vit Nam ca Heineken Quyt nh la chn phng thc thm nhp ca Heineken Chin lc thm nhp th trng Vit Nam ca Heineken Bi lm c son da trn s tham kho mt s t liu c lin quan n mn hc. Tuy vy chc chn phn trnh by cng c nhiu hn ch v thiu st, chng ti mong nhn c cc kin nhn xt, ph bnh ca thy c gio hon thin hn ni dung ca bi tp.

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MC LCCC YU T TC NG N VIC LA CHN HNH THC THM NHP CA HEINEKEN VO TH TRNG VIT NAM............................................5 C S CHO S PHT TRIN CA HEINEKEN THEO HNH THC LIN DOANH TI VIT NAM.......................................................................................11 Tc pht trin kinh t.............................................................................................11 Tnh hnh hot ng ca Heineken ti Vit Nam. .....................................................14 2.Quy nh ca Chnh ph............................................................................................18 3.i th cnh tranh hin ti.........................................................................................19

TNG QUAN V HEINEKEN 1. Tp on HeinekenHeineken l mt trong nhng thng hiu bia ni ting trn ton th gii xut x t H Lan. c ch bin ln u tin vo nm 1870 ti Amsterdam, thng hiu Heineken c chnh thc cho i vo nm 1873, khi Gerard Adrian Heineken thnh lp nn Heineken & Co. sau khi tip qun c s sn xut bia De Hooiberg Amsterdam. Vo thi gian u, nh my ch sn xut bia cho th trng trong nc. u th k th XX (1912), Heineken tm cch a bia vt ra khi bin gii, xut sang cc nc B, Anh, Ty Phi, n . V tr nn ni ting khng ch hng v ngon m m cn nt c trng ca sn phm Nm 1933, Heineken tr thnh loi bia ngoi u tin c nhp khu vo M sau khi lnh cm sn xut bia ru c bi b v nhanh chng xy dng c hnh nh biaGVHD: TS. Nguyn Th Thu Hng Page 3

ti: Heineken Vit Nam Thm nhp & Pht trin

cao cp ti th trng ny. Tip tc thnh cng , Heineken mnh dng xm nhp th trng chu vo nm 1936. Nm 1942, Alfred Henry Heineken- chu ni Gerard Heineken gia nhp cng ty, khai qut tim nng ca lnh vc qung co, bnh trng thng hiu bia - Heineken Sau hn mt th k ra i cng vi nhng thnh cng to ln t c, Heineken khng nh c v tr hng u ca mnh l bia ni ting trn ton th gii, c mt 170 nc trn th gii vi 120 nh my hn 60 quc gia, khi lng bia sn xut ln n 109 triu hectolit hng nm. Dng h Heineken tr thnh tn gi ph bin. V cho n by gi khi nhc n Heineken, khng ai l khng ngh n mt dng bia cao cp vi mu xanh l cy c trng i km vi mt logo hnh ngi sao ni bt v cu slogan ni ting : Ch c th l Heineken It could be only Heineken

Gi tr thng hiuK t khi thnh lp vo nm 1873 cho n nay, thng hiu Heineken lun c xem l ng ngha vi cht lng, khng ch trong hng v bia m cn cc mi quan h kinh doanh, trong cng vic cng nh trong t tng tin b. Mt trong nhng gi tr quan trng khc c th hin qua s kht khao hc hi nhng kinh nghim mi, t tin ci m, nng lc v s snh iu. - Bn cnh , thng hiu Heineken cng c v cho tinh thn nhit tnh hng hi. Ngoi ra Heineken lun c mi lin h cht ch vi khch hng v vi nhng g ang din ra th gii bn ngoi. - Kt hp vi nhng gi tr trn cn l quan im ca Heineken, c miu t l thn thin, hay tm ti hc hi, thng minh v hi hc. Nhng nt c sc ny gp phn mang li thnh cng cho Heineken c v mt x hi ln kinh doanh-

Theo bng xp hng v nh gi ca Interbrand/Business Week hng nm v 100 thng hiu mnh nht th gii, thng hiu Heineken tr gi n 2.4 t USD, c ADSA xp vo Beer Category Launch of the year, chim 3 gii thng v PR, bao b v qung b qua radio ca gii thng hng nm ca tp ch Grocer cho qung co v tip th.2.

Heineken ti Vit Nam

Tnh n nm 1992, dng bia Heineken ni ting th gii c nhp trc tip t H Lan vo th trng Vit Nam . Chnh sch i mi m ra nhiu c hi u t vGVHD: TS. Nguyn Th Thu Hng Page 4

ti: Heineken Vit Nam Thm nhp & Pht trin

gip cho cc nhn hiu hng u th gii n vi ngi tiu dng rng ri hn( a vo mc II1). Trong xu th , nm 1994, ln u tin bia Heineken c cng ty Vietnam Brewery Limited (VBL) sn xut ngay ti Vit Nam , di hnh thc lin doanh vi cng ty beer Vit Nam . (VBL l lin doanh gia Cng ty Thng mi Saigon (SATRA), Cng ty Asia Pacific Breweries Ltd c tr s ti Singapore (APB) v Heineken N.V ti H Lan). Cho n nay, Heineken xy dng rt thnh cng hnh nh bia cao cp trong tm tr ngi dn Vit v c mt ch ng vng chc trn th trng bia Vit Nam.

CC YU T TC NG N VIC LA CHN HNH THC THM NHP CA HEINEKEN VO TH TRNG VIT NAM 1. Tnh hnh chnh tr php lut Vit Nam nhng nm 1990C ch qun l kinh t thay i cn bn: Trong nn kinh t xut hin nhiu thnh phn: quc doanh, t bn nh nc, t bn t doanh, hp tc x, c th... trong kinh t ngoi quc doanh chim 60% tng sn phm trong nc. Cc thnh phn kinh t c trao quyn s dng t v xut nhp khu. Kinh t quc doanh tip tc c ch trng v gi vai tr ch o trong nn kinh t. Nm 1991 Lut doanh nghip t nhn v Lut cng ty ra i. Hin php sa i nm 1992 khng nh m bo s tn ti v pht trin ca nn kinh t hng ha nhiu thnh phn vn ng theo c ch th trng v khu vc u t nc ngoi. Cc nh u t nc ngoi ti Vit Nam c phn loi nh ngi nc ngoi khng thng tr trong nc, nhng trong thc t, h c hng mt tnh trng c bit lin quan n quyn s hu bt ng sn trong nc bt k trng hp khng c quy nh c th ca php lut Vit Nam. c bit, cc nh u t nc ngoi c quyn s hu chung i vi cc nh my, doanh nghip, nh kho v cc loi bt ng sn m h ng gp vo vn ca cc doanh nghip lin doanh. Cc quyn s hu ca nh u t nc ngoi trong nhng trng hp ny l tng ng vi phn vn gp trong lin doanh, v h cng c quyn s hu chung i vi cc sn phm c sn xut v cc loi ti sn di chuyn ca cc doanh nghip. Trng hp nh u t nc ngoi u t 100% vn thnh lp doanh nghip, nh my, kho tng v / hoc bt ng sn khc ti Vit Nam, ti sn v cc sn phm sn xut ca cc doanh nghip ca h l hon ton trong quyn s hu ca h. Cc nh u t nc ngoi khng c quyn s hu t trong nc, iu ny p dng ngay c cc c nhn Vit Nam v cc t chc theo quy nh ca Hin php nm 1992 ca Vit Nam c quy nh t l ca nh nc thuc s hu ca ton dn tc.GVHD: TS. Nguyn Th Thu Hng Page 5

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Cn lu rng ch trong thi gian u t ti Vit Nam, cc nh u t nc ngoi c quyn s hu i vi bt ng sn m h gp vn hoc l 100% c to ra bi vn u t ca h. Khi ht thi hn u t ca h, nu khng c cp gia hn hoc cc nh u t nc ngoi khng p dng bt k gia hn no, cc nh u t nc ngoi khng c php duy tr quyn s hu ca h i vi bt ng sn gp vn hoc u t 100% ca n khi thnh lp. Trong mt s trng hp, cc nh u t nc ngoi phi i ph vi ti sn ca h bng cch chuyn giao cho bn Vit Nam hoc bng cc phng tin khc theo quy nh ca php lut Vit Nam. Quy nh v thu tiu th c bit v thu sut i vi cc mt hng nm 1987 S TT 1 Mt hng Thuc ht a) Thuc l l, thuc l si b) Thuc l iu: + C u lc + Khng c u lc, x g Ru cc loi: + Trn 40o + T 30o n 40o + Di 30o Bia cc loi Pho Bi l Vng m 20 50 40 65 60 55 50 70 70 70 Thu sut %

2

3 4 5 6

Theo Lut u t nc ngoi ti Vit Nam nm 1987 iu 4 Cc t chc, c nhn nc ngoi c u t vo Vit Nam di cc hnh thc sau y: Hp tc kinh doanh trn c s hp ng hp tc kinh doanh; X nghip hoc Cng ty lin doanh, gi chung l x nghip lin doanh; X nghip 100% vn nc ngoi. iu 9GVHD: TS. Nguyn Th Thu Hng Page 6

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Ti sn ca x nghip lin doanh c bo him ti Cng ty bo him Vit Nam hoc ti cc cng ty bo him khc do hai bn tho thun. iu 15 Thi hn hot ng ca x nghip c vn u t nc ngoi khng qu 20 nm. Trong trng hp cn thit, thi hn ny c th di hn.

Sa i nm 1992 Thi hn hot ng ca x nghip c vn u t nc ngoi do Chnh ph quyt nh i vi tng d n, nhng khng qu 50 nm. Cn c vo quy nh ca U ban thng v Quc hi, Chnh ph quyt nh thi hn di hn i vi tng d n, nhng ti a khng qu 70 nm. iu 27 Tu thuc vo lnh vc u t, quy m vn u t, khi lng hng xut khu, tnh cht v thi gian hot ng, c quan Nh nc qun l u t nc ngoi c th min thu li tc cho x nghip lin doanh trong mt thi gian ti a l 2 nm, k t nm bt u kinh doanh c li v gim 50% thu li tc trong mt thi gian ti a l 2 nm tip theo. Trong qu trnh hot ng, x nghip lin doanh c chuyn l ca bt k nm thu no sang nm tip theo v c b s l bng li nhun ca nhng nm tip theo, nhng khng c qu 5 nm. iu 28 Trong trng hp c bit cn khuyn khch u t, thu li tc c th c c quan Nh nc qun l u t nc ngoi gim ti 10% li nhun thu c v thi hn min, gim thu li tc c th c ko di hn thi hn quy nh iu 27 ca Lut ny. iu 29

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X nghip c vn u t nc ngoi v Bn nc ngoi hp tc kinh doanh trn c s hp ng s dng t ai, mt nc, mt bin ca Vit Nam th phi tr tin thu. Trong trng hp khai thc ti nguyn th phi tr tin ti nguyn.

2. Tnh hnh sn xut v kinh doanh bia Vit Nam nhng nm 1990Bia xm nhp vo nc ta sau thi k Php xm lc nm 1858. Nh my bia u tin c xy dng Vit Nam do mt ngi ch t bn Php xy dng H Ni nm 1890. Bia c sn xut lc nhm p ng nhu cu ca qun i v kiu dn Php Vit Nam. C th ni c rng min Bc nc ta n nm 1990 ch c nh my bia ln l nh my bia H Ni. T sau nm 1990 th sn xut bia bt u pht trin nhanh v mnh. ngnh bia Vit nam c nhng bc nhy vt. Vi c ch mi, ngnh sn xut v kinh doanh bia c nhiu nhng thun li v c hi pht trin. Hin nay ngnh sn xut bia c mt v tr quan trng v ng gp khng nh vo nn kinh t quc dn. V cng ngh sn xut bia: Vit Nam c nh my sn xut bia H Ni v Si Gn t hn 100 nm nay. K thut lc hu v trnh cng ngh thp duy tr n tn nm 1990. T khi p dng nn kinh t th trng, tnh cnh tranh tng ln, cc nh my c cng ngh lc hu, my mc c bt buc phi i mi cng ngh v trang thit b k thut. Bt u t nm 1990 cc nh my quc doanh c hin i ha trang thit b nhm tng sn lng, nng cao cht lng bia, rt ngn thi gian sn xut. Cc nh my thng nhp ton b dy truyn sn xut ca cc nc tin tin hoc nhp mt phn dy truyn phn cn li s dng cc trang thit b trong nc sn xut. Mt s hng bia ni ting trn th gii u t vo Vit Nam nh Carlsberg, San Miguel, Heineken, Tiger. Cc lin doanh ny to mt gng mt mi cho ngnh bia Vit Nam. cnh tranh trn th trng tim tng i hi cc hng phi u t cng ngh hin i. iu ny cng thc y cc cng ty trong nc phi c nhng iu chnh thch hp trong mi trng cnh tranh ny. TN D N Cty lin doanh ru bia BGI Cty lin doanh ru bia BGI A IM Tin Giang Nng TNG VN U T (1000USD) 4300 23800

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Nh my bia Vit Nam Nh my bia ng Nam Cty bia Hu Cty lin doanh San Miguel Nh my bia Tiger

Tp. H Ch Minh H Ni Hu Nha Trang Tp. H Ch Minh

49500 20575 24308 33100 34600

S bng n v nhu cu bia trn th trng Vit Nam mi ch xy ra khong hn 10 nm trc y. Sau nm 1991 hng lot cc nh my mi, cc lin doanh bia i vo hot ng, lng bia trn th trng tng ln mnh m. Nu nh nm 1990 c nc mi sn xut c 100 triu lt th n nm 1994 sn xut c 290 triu lt. Cc nh my u khng ngng m rng tng nng sut. Nm 2005 sn lng bia ca c nc t khong 1.5 t lt, v n nm 2010 c t 2.5 t lt.

Ngoi nng lc sn xut trong nc, hng nm nc ta cn nhp mt lng ng k bia t nc ngoi. Lng bia nhp vo khong 20 - 25 triu lt.

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thi im ny Vit Nam c hai cng ty bia ln l Cng ty bia Si Gn v cng ty bia H ni c sn lng chim khong 50% lng bia sn xut trong nc. Ring Cng ty bia Si gn, thng c gi tt l Sabeco, hin chim lnh hn 30% th trng bia Vit Nam. Cht lng bia ca hai cng ty ny cng c nh gi l cao nht. Bn cnh cn mt s cng ty c tn tui khc nh bia Vit H, bia Huda Hu, bia i Vit...vv. Mt s tnh thnh ph u c cng ty bia nh bia NaDa Nam nh, bia Hi Phng, bia Thanh Ha...vv. Ngoi ra cn c hng chc cc xng sn xut bia quy m nh phc v nhu cu bnh dn a phng.

Tng nng lc sn xut bia ton quc

23.2TP H Ch Minh

55.89 7.47

13.44

H Ni Hi Phng Khc

Mc tiu th bia ca ngi Vit Nam tng ln rt nhanh. Nm 1975, bnh qun u ngi l 0,41 lt/ngi; nm 1985 l 1,35 lt/ngi; nm 1994 l 4,72lt/ngi Vi Heineken y l thi im xn nhp hp l v vic chn la hnh thc lin doanh l ph hp vi tnh hnh pht trin kinh t, c s sn xut cng nh cng ngh ca Vit Nam trong giai on ny ng thi gim bt cc ri ro gp phi nu nh u t vo Vit Nam b tht bi so vi hnh thc u t 100% vn v hp ng kinh doanh

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3. Li ch Heineken nhn c khi la chn hnh thc lin doanh vo th trng Vit Nam Khi lin doanh vi nh my bia Vit Nam 1 cng ty trong nc th Heineken s tn dng c ngun nguyn liu ti ch v s thng tho th trng ni a, ng thi sn phm ca Heineken s c ngi dn d n nhn hn v d dng xy dng s tn nhim. Ri ro c chia u cho cc cng ty tham gia lin doanh nn s t mo him hn u t trc tip hon ton. M rng phm vi kinh t nhanh chng. Xy dng danh ting thng rt kh, l cha cp n thi gian m rng quy m. Vi hnh thc lin doanh, Heineken c th m rng phm vi kinh t m khng chi tiu qu nhiu tin v ch i trong mt thi gian di. Ngoi lnh th kinh t, mt li th ca lin doanh l kh nng cung cp cho Heineken cc mi quan h kinh doanh vi cc i tc quan trng.

C S CHO S PHT TRIN CA HEINEKEN THEO HNH THC LIN DOANH TI VIT NAMSau gn 10 nm k t khi bc chn vo th trng Vit Nam, Heineken vn duy tr hnh thc lin doanh tn cng th trng bo b ny ca mnh. Vy hnh thc ny c tht s ph hp thi im hin ti?

Tc pht trin kinh tTrong iu kin kinh t ton cu hu khng hong phc hi chm, nhng kinh t Vit Nam sm ra khi tnh trng suy gim, tng bc phc hi v tng trng kh nhanh. GDP qu I tng 5,84%; qu II tng 6,44%; qu III tng 7,18% v qu IV tng 7,34% Biu 4: Tng trng GDP theo quy

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Ngun: Tng cc Thng k Tnh chung c nm, GDP tng 6,78%, cao hn ch tiu Quc hi ra (6,5%), vn thuc nhm c mc tng trng kh cao trong khu vc v trn th gii, trong , tt c cc ngnh, lnh vc u t tc tng trng cao hn so vi nm trc. Trong 6,78% tng chung ca nn kinh t, khu vc nng, lm nghip v thy sn tng 2,78%, ng gp 0,47 im phn trm; cng nghip xy dng tng 7,7%, ng gp 3,20 im phn trm; dch v tng 7,52%, ng gp 3,11 im phn trm . Biu 5: Tng trng GDP va cc khu vc kinh t giai on 2000- 2010

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Ngun: Tng cc Thng k i vi GDP bnh qun u ngi, con s ny tng lin tc trong gn 1 thp k qua v nm 2010 t khong 1160 USD Biu 6: GDP bnh qun u ngi giai on 2000 2010

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Ngun: IMF Country Report No 10/281, September 2010 Nh vy, c th thy rng sc tng trng ca th trng tiu dng ca ngi dn Vit Nam ang tri qua nhng bc nhy lin tc sau cc nm. Nhu cu tiu dng nng cao v c s lng v cht lng, kinh t n nh ngay trong giai on khng hong kinh t th gii gip Vit Nam tr thnh mt trong nhng im n thu ht u t ni bt ti chu , so snh vi Trung Quc , Hn Quc v Singapore, n , v..v Theo nhn xt ca Ngn hng Th gii (WB) v Ngn hng chu (ADB) th kinh t Vit Nam c s t cng ring v chc chn s pht trin mnh m trong nhng nm ti. Cng theo nh gi ca t chc trn, th trng Vit Nam hin nay ang c nhn nh l c bit si ng v y tim nng trn 3 sn phm chnh, c th l : bia, sa v in thoi di ng, v Heineken l mt trong s , ha hn s em li ngun thu khng l cho cc nh u t trong nhng nm sp ti.

Tnh hnh hot ng ca Heineken ti Vit Nam.Thng hiu bia Heineken chnh thc c mt Vit Nam vo nm 1991 v sn xut vo nm 1993, v t cho n nay dng sn phm ny rt c a chung i vi ngi tiu th Vit Nam. Bng chng l tc tng trng bia Heineken ti Vit Nam vn tng lin tc qua cc nm bt chp nhng giai on khng hong kinh t v chim 16.8% thi phn trong top 10 loi bia c tiu th nhiu nht ti th trng ny. Tnh n

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nm 2010 Vit Nam l th trng tiu th ng th 3 trn th gii sau M, Php ca Heineken

2000 1800 1600 1400 1200 1000 800 600 400 200 0

S n ln tiu th g

2005 2006 20 07 2008 2010

Biu th hin lng tiu th bia Heineken (2005-2010)

Tnh trong nm 2010 ngi Vit ung hn 200 triu lt bia nhn hiu ny, ch sau M, Php trong danh sch 170 th trng trn th gii m dng bia ny c mt.ng Michel de Carvalho, ch s hu thng hiu bia Heineken, d bo n nm 2012 VN s chim v tr th hai ca Php tr thnh th trng tiu th quan trng ca Heineken, ch xp sau M. V kh nng n nm 2015 VN s tr thnh th trng tiu th bia Heineken ln nht th gii.

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Vi khong 58 triu ngi trong tui lao ng thc t ti Vit Nam chim khong 70% trong tng dn s v lc lng thuc tui lao ng di do ny c nhu cu tiu th bia rt cao vi nhiu l do ngoi tiu th cho nhu cu cn bn, c th v mc ch kinh doanh, tn trng i tc, th hin ng cp,.. y l mt trong nhng im thu ht c bit vi bt k nh sn xut bia trong v ngoi nc. D bo trong nhng nm sp ti con s ny s tng khong 71% do v lu di vn c th m bo em li ngun li nhun tng trng n nh.

Cng theo mt con s thng k chnh xc hn, Vit Nam hin ang c khong 30 triu ngi trong tui lao ng v thng xuyn ung ru bia, nu ly sn lng tiu th bia nm 2010 2,7 t lt chia ra th trung bnh, mt ngi ung ht khong 85 lt/1 nm. tui nghin ru bia l tng t 24 - 54, chim khong 10 triu n ng Vit Nam. Tnh hnh tr ha tui ung ru bia cng ngy cng tng. Ngi Vit chng ta hin nay cng phi b ra t 6000 - 7000 t ng (tc gn 500 triu la) cho vic dng ru bia. a s nam gii u tha nhn mnh thng xuyn s dng ru bia, t l xp x 70%, n trn 50%, tng ng vi cc nc pht trin trong khi kinh t vn ang l nc pht trin.

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Lng bia tiu th Vit Nam trong nhng nm qua v d kin ti nm 2015 s t 4 t lt. (Ngun: B Cng thng)

Mt s nhn hiu bia Vit v quc t c mt ti VN va cng b cho thy lng bia tiu th VN ang gia tng chng mt. Trong , c nhng thng hiu t con s 1 t lt/nm. Sc ung khng khip ca ngi tiu dng VN khin cc nh my bia thi nhau m ra. Ngy cng nhiu doanh nghip nhp khu v phn phi cc loi bia trn th trng. C th thy, xu hng thch ung bia ngoi nhp ca ngi tiu dng VN khin ngay c nh sn xut cng b sung lnh vc kinh doanh l nhp khu v phn phi bia. V trong t tiu th dp tt u nm 2011, mt thng hiu bia ni ting xin giy php nhp khu ti 400.000 thng. Trong khi , doanh nghip ang lm ch mt lot thng hiu bia ni a ni ting hin l Tng cng ty Bia ru nc gii kht Si Gn (Sabeco) vi cc nhn hng 333, Si Gn xanh, Si Gn cn t ra vt tri hn c VBL, bi vo gn cui nm 2010 Sabeco nh du ct mc tiu th 1 t lt bia cc loi. V kt s nm 2010 doanh nghip tiu th tng cng 1,088 t lt bia cc loi, bng 109% k hoch v tng 21% so vi cng k nm 2009. Nm 2011, doanh nghip ny cng khng ngi ngn t mc tiu tiu th 1,3 t lt bia v d kin t mc 2 t lt bia trong nm 2015 v tc tiu th bia ti th trng VN ch thy tng ch khng bao gi thy gim, bt k tnh hnh kinh t c kh khn c no.GVHD: TS. Nguyn Th Thu Hng Page 17

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Sn lng bia sn xut trong nc trong giai on 2006-2010Theo s liu thng k, sn xut trong thng 7/2011 ca ngnh bia c t 279,1 triu lt, tng 14% so vi thng 7/2010; tnh chung 7 thng, sn lng bia cc loi c t gn 1,5 t lt, tng 8,7% so vi cng k nm ngoi. Hai Tng cng ty ln trong ngnh l Tng cng ty c phn Bia-Ru-Nc gii kht H Ni v Tng cng ty c phn BiaRu-Nc gii kht Si Gn vn sn xut n nh v tng trng vi t trng trn 65% sn lng bia ca ton ngnh. C th ni mc tiu th bia hin nay ti th trng Vit Nam l rt ln v tim nng. Mc d khng c s liu o lng chnh thc v doanh s bn hng nc gii kht ti Vit Nam, cc chuyn gia kinh t vn nhn nh trong thi gian sp ti, xu hng pht trin ca th trng nc gii kht ni chung vn s chng kin hng gia tng tch cc ca loi ung c cn ni ring, c bit l tiu th bia cc loi.

2. Quy nh ca Chnh phTng cc Thu va c cng vn gi cc thu cc tnh, thnh ph hng dn vic trin khai Lut Thu tiu th c bit mi. Theo , cc mt hng ru, bia s n nh cc mc thu tiu th c bit mi theo 2 giai on.

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i vi mt hng bia, t ngy 1/1/2010 n ht ngy 31/12/2012, p dng thu sut 45%. Sau , t ngy 1/1/2013, mc thu ny cng c nng ln 50%. Mc thu c p dng trong nm 2008-2009 i vi mt hng bia ph bin mc 40%-75%, ty loi. Gi tnh thu tiu th c bit i vi ru, bia l gi cha c thu VAT khng loi tr gi tr v bao b. Cng theo quy nh ny, mt hng bia lon s khng c tr gi tr v hp theo mc 3.800 ng mt lt nh trc y na. i vi mt hng bia chai, nu c s sn xut c t tin cc v, nh k hng qu doanh nghip v khch hng phi thc hin quyt ton s tin t cc v chai. S tin t cc tng ng gi tr s v chai khng thu hi c phi a vo doanh thu tnh thu thu tiu th c bit.

3. i th cnh tranh hin tiC th im qua mt vi gng mt in hnh lm nn bc tranh ngnh bia Vit Nam nh sau. Lu i v danh ting phi k n Sabeco, tng cng ty bia - ru - nc gii kht Si Gn, vi cc thng hiu Bia Si Gn, Saigon special, 333, bia hi, c nh my khp 3 min, Si Gn, Sc Trng, Cn Th, Ph Yn, Quy Nhn, Daklak, H Tnh, H Nam, H Ni. Sabeco chim lnh phn khc bia ph thng, c bit mnh khu vc pha Nam v ang pht trin ra Trung B. K n l Habeco, mt tng cng ty bia ru na pha Bc, tin thn l nh my bia Hommel c t thi Php. Habeco ang pht trin mnh th trng pha Bc v cc tnh Bc Trung B. Habeco cng c nh my ti H Ni, Hi Phng, Qung Ninh, Hi Dng, Thanh Ho, Qung Bnh. Habeco cng chim lnh th trng bia phn khc ph thng, ni ting vi cc thng hiu bia H Ni chai, lon, bia hi. Ch ring hai tng cng ty nh nc ny chim n trn 50% sn lng bia ca Vit Nam. Thng hiu bia quc t sn xut Vit Nam tng trng mnh m nht phi k n 2 thng hiu: Tiger, Heineken. t chn n Vit Nam vo nm 1993 thng qua hnh thc lin doanh, cng ty Nc gii kht Vit Nam (VBL) thuc tp on APB (Asia Pacific Breweries Ltd) n t Singapore lin doanh vi Tng cng ty thng mi Si Gn (Satra) theo t l 60:40. APB khng ngng bnh trng Vit Nam bng vic u t hng trm triu , mua li nh my bia Foster Tin Giang v Foster Nng vo thng 9/2006. APB cng thn tnh 2 i tc khc trong lin doanh bia H Ty t du chn ca mnh ra th trng pha Bc. Vi Heineken l thng hiu thng lnh phn khc th trng bia cao cp v Tiger pht trin mnh phn khc trung cao. Vi snGVHD: TS. Nguyn Th Thu Hng Page 19

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lng t 150 triu lt nm tng vt ln n 230 triu lt trong nm 2006, APB Vit Nam ng gp ngun doanh thu v li nhun ng k vo tp on. APB ang ra sc bnh trc v cng c th lc ca mnh ti Vit Nam. Cc thng hiu quc t khc cn c th k n l San Miguel, thng hiu bia s mt ti Philipines, Calsberg n t an Mch, Foster's t c, BGI n t Php quc. Cc nh my bia a phng nh Huda Hu, Bn Thnh, i Vit, Phong Dinh, v.v cng ng gp hng sc vo bc tranh ngnh bia thng qua cc phn khc th trng hp c tnh a phng. Mi nht, phi k n d n Nh my bia Thi Bnh c vn u t 95 triu Euro, do Tng cng ty cng nghip tu thy Vinashin, Ngn hng u t pht trin Vit Nam (BIDV) u t vi cng sut ln n 100 triu lt nm.

Ngoi ra, th trng bia Vit Nam hin cng c s phn khc c th. Bia HABECO ch yu chim lnh cc tnh pha Bc (t Qung Tr tr ra); Bia ca SABECO li tp trung pha Nam v mt s tnh thnh khc trong c nc; Bia Hu ch yu dnh cho th trng Hu v cc tnh min Trung; Ring th trng bia hi tiu th cc tnh pha Bc v min Trung. Trong bo co trnh i hi c ng thng nin nm 2011, Tng CTCP Bia ru NGK Si Gn (Sabeco) cng b mt s s liu v cc sn phm bia c tiu th nhiu nht ti th trng Vit Nam cng nh cc doanh nghip c th phn ln nht. D liu ny c thu thp ti 36 thnh ph ln vo thng 12/2010 theo D n nghin cu th trng ngnh Bia nc gii kht nm 2010 ca Sabeco. C th nh sau :

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3 i gia thu tm th phn 10 sn phm bia c yu thch nht 1. Sabeco c 4 sn phm l Si Gn , bia 333, Saigon Lager v Saigon Special. 2. Tng CTCP Bia ru NGK H Ni (Habeco) c 1 sn phm l Bia chai H Ni. 3. Cng ty Nh my bia Vit Nam (VBL) c 5 sn phm l bia lon/bia chai Heineken, bia lon/bia chai Tiger v bia Larue.

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Hnh nh 10 loi bia c tiu th nhiu nht nm 2010 theo s liu ca Sabeco Nh vy, c th ni th trng bia Vit Nam hin nay ang hnh thnh th chn vc vi 3 doanh nghip ln nht l Sabeco, Habeco v VBL. Ba cng ty ny chim ti 95% th phn sn lng. Trong , Sabeco chim 51,4%, VBL chim 29,7% v Habeco chim 13,9%. Cc doanh nghip khc c Bia Hu, Tn Hip Pht, Lin doanh nh my bia ng Nam GVHD: TS. Nguyn Th Thu Hng Page 22

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Sabeco Tng CTCP Bia ru NGK Si Gn

Sabeco l n v ng u th trng, chim 51,4% th phn sn lng cc nh sn xut bia ti Vit Nam. Cc sn phm chnh ca Sabeco c Bia Si Gn (Si Gn Export 355), Bia lon 333, Bia Si Gn Lager, Bia Si Gn Xanh Sn lng nm 2010 ca Bia Si Gn t mc 1 t lt, qua Sabeco ng th 21 trong s cc doanh nghip sn xut bia hng u th gii v Top 3 cc nh sn xut bia ng Nam . Doanh s hp nht nm 2010 t 19.913 t ng, tng ng 1 t USD. Li nhun trc thu t 3.485 t ng, LNST ca cng ty me t 2.429 t ng. VBL Vietnam Brewery Limited

VBL l nh sn xut cc loi bia Heineken, Tiger, Larue ti Vit Nam. Cng ty l lin doanh gia Asia Pacic Brewery Limited (APBL) ca Singapore v Tng cng ty thng mi Si Gn (Satra), t l s hu ca mi bn l 60% v 40%. Theo bo co thng nin nm 2010 ca APBL, th trng ng Dng (Vit Nam, Lo, Campuchia) ng gp 48% li nhun trc thu v li vay nm 2010 ca cng ty, tng ng 241,7 triu la Singapore (gn 3.900 t ng), tng trng 48% so vi nm 2009. Habeco Tng CTCP Bia ru NGK H Ni

Sn lng bia H Ni tiu th nm 2010 t 403,8 triu lt, tng 32,5% so vi nm 2010. Cc sn phm chnh ca Habeco c bia chai/bia lon H Ni, bia hi, bia Trc Bch Nm 2010, cng ty m Habeco t 5.439 t ng doanh thu v 895 t ng LNTT; LNST t 734 t ng.

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I.

CHIN LC MARKETING CA HEINEKEN TI TH TRNG VIT NAM 1. Chin lc sn phm: 1.1. Cht lng

Loi bia Heineken c mt ti Anh ngy nay cng ging nh bia Heineken c mt ti khp ni trn th gii, c ch bin ti H Lan bng cng thc truyn thng t 1873. Bia c ch bin vi nng ABV 5%, s dng nc tinh khit, la mch c chn lc k lng v p hoa bia. Chnh nh vo loi men c bit Heineken A-yeast mang n cho bia Heineken mt hng v c trng c o. Men ny c ct k ti Thy S v cung cp cho 110 c s sn xut bia Heineken hng thng. Loi bia ra i c hng v m , kh qun v lun b xa cc i th cnh tranh trong cc cuc th nghim m v hng v gia cc lai bia v trong s nhng ngi tham gia th Heineken trong nm 2003, 90% cho bit h s chn li Heineken. K t khi thnh lp vo nm 1873 cho n nay, thng hiu Heineken lun c xem l ng ngha vi cht lng, khng ch trong hng v bia m cn cc mi quan h kinh doanh, trong cng vic cng nh trong t tng tin b.1.2.

Kiu dng

Heineken lun trung thnh vi mu xanh l cy t nhin c trng v kiu dng sang trng ca v chai. T khi ra i nm 1873 cho n nay, mu xanh Heineken vn vy v tr thnh mt mu xanh truyn thng ca thng hiu bia quc t hn 130 tui ny. Ti th trng Vit Nam hin nay, Heineken c 3 mu m: dng lon, chai c ngn v chai c di. Ring chai c di ch mi xut hin t nm 2003 v khng c bn i tr nh dng lon v dng chai c ngn m ch c bn nhng ni sang trng, cao cp nh : bar, v trng m c s dng trong cc s kin quan trng do Heineken t chc. HeinekenGVHD: TS. Nguyn Th Thu Hng Page 24

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chnh l thng hiu bia duy nht m ngi ta c th nhn ra ngay vi ch mt v chai khng nhn hiu.

2. Chin lc nh gi:Phn tch nhm khch hng tiu th bia th trng Vit Nam: NHM BNH DN Lo lng ti chnh Truyn thng Coi trng gia nh NHM TRUNG CP T tin Lc quan C hoi bo NHM CAO CP T tin, lc quan C c tnh Thch th hin bn thn, ng cp Thu nhp cao- n nh, ngi thnh t, c c tnh (trn 5tr) Chng t a v Quan h lm n Hng th cuc sng

TNH CCH

Thu nhp thp Thu nhp trung M T bnh- n nh (2-5 CHUNG V trung bnh v khng n nh (di 2 tr) tr) NGI UNG NHU CU UNG BIA Tm s thoi mi Vui v bn b Do ghin Tm s thoi mi Vui v bn b Chng t c tnh

Vi mt nn kinh t Vit Nam ngy cng pht trin, i sng ngy cng nng cao th chng ta c th tin tng v s tng trng s lng ca cc doanh nhn thnh t trong tng lai, tin tng s khch hng tim nng trong phn khc ny ngy cng tng. i vi khch hng cao cp, ung bia khng ch n gin l ung bia, m h cn tm kim trong s tha mn, s mong mun th hin mnh, s hnh din vt ln trn mi ng cp. V vy h sn sng tr thm tin c c cm gic ca mt doanh nhn thnh t. Tuy nhin, khi mi bc vo th trng Vit Nam, Heineken gp phi khng t kh khn khng nhng t nhng i th cnh tranh bn cnh ch yu l phi k n nhng ro cn v vn ho v mc thu nhp trung bnh ca ngi dn. Mt thc t cho thy l thu nhp trung bnh ca ngi tiu dng Vit Nam cn tng i thp, trong khi mc gi ca cc dng sn phm ca bia Heineken c nh gi l kh cao. C th:GVHD: TS. Nguyn Th Thu Hng Page 25

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Heineken 330ml Gi: 345.000/thng (24 lon) Heineken 500ml Gi:500.000/thng Hn th na, Vit Nam bia l ung khng th thiu mi dp Tt trong tng gia nh trong sn phm bia lon rt c chung, dng lm qu tng cho i tc, bn b, ngi thn. Mi dp l, Tt gi bia trn th trng TPHCM tng lin tc, ng thi gi bn ca cc im kinh doanh mt hng ny cng chnh nhau rt ln. Nhiu ngi cho rng gi ca Heineken nh th th qu t v cng c kin cho rng gi nh th l hp l. V vic nh gi bn ca Heineken trong th trng Vit Nam, cc chuyn gia nghin cu v a ra mc gi nh vy tu vo th trng mc tiu m cng ty mun nhm vo, l ngi tiu dng c thu nhp cao i vi bia Heineken cho nn gi nh vy ph hp vi khch hng mc tiu m cng ty mun nhm ti. Vi mc gi ny nu cng ty VBL (lin doanh gia Nh my bia Vit Nam v Tp on APB) tung cc sn phm ca Heineken vo th trng bng cc chin lc xm nhp t hay bao ph th trng th c th s cm chc tht bi. Thay v liu lnh nh vy th VBL thn trng s dng cc phng php phn on th trng nhm tm cho mnh nhng on th trng tim nng, hp dn thu c li nhun ng k.

3. Chin lc phn phi:Bn cnh cuc cnh tranh v sn phm, gi c th yu t c cc nh sn xut bia quan tm nht vn l h thng phn phi. Ngnh bia chia knh phn phi ra thnh 2 loi: knh truyn thng - hay cn gi l knh tiu th ti ch ( cc qun nhu, nh hng) v knh hin i trong cc siu th, ca hng. Tuy nhin, cc nh sn xut bia lun c xu hng y mnh cc knh phn phi truyn thng, v a phn ngi tiu dng Vit Nam thng c thi quen ung bia theo nhm v ung ti qun. Cc loi hnh phn phi ca Heineken kh a dng v rt d mua, chng ta c th mua bia Heneken bt c u, t i l bn s cho n bn l. Bui ti, ti TP.HCM ch cn do mt vng quanh cc qun nhu ln. B phn nhng khch hng a s u l nhng ngi thuc tui trung nin v cc doanh nhn tr thnh t, ngha l khchGVHD: TS. Nguyn Th Thu Hng Page 26

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hng m bia Heineken nhm ti l nhng ngi c thu nhp cao so vi b mt chung ca x hi. Ngy qua ngy, ti cc qun nhu cng nh lng nng cuc chin ly t dn thuc v Heineken. Chng nhng ly t, Heineken cn di bom tn trn truyn thng ly lng dn nhu. Ngoi vic phn phi ch yu cc qun nhu Heineken c phn phi rng ri siu th, nh hng khch sn, cc cu lc b, cc qun bar, v trngNhng b phn ny khng c nh gi cao trong khch hng mc tiu ca Heineken. V gi bn y t hn ngoi th trng t 8-10 ln v nhng i tng y cn rt tr, h ung v ch mun th hin mnh l mt con ngi snh iu. a s b phn ny khng phi l nhng khch hng thng xuyn v khng trung thnh lm vi thng hiu. C th thy rng cng ty c gng hot ng lm sao cho sn phm c th tip cn vi khch hng mc tiu mt cch d dng. Ngoi ra, cng ty cn la chn v lin kt cc knh phn phi, cc nh trung gian i l bn s cho n bn l cung cp sn phm n th trng mc tiu mt cch c hiu qu.

4. Chin lc xc tinVi ngun ti chnh ln, tip th a dng v chin lc m rng th phn bng cch tng mt qung co trn cc phng tin truyn thng, t chc cc s kin honh trng, quy m ln cng vi cc chng trnh khuyn mi hp dn, Heineken khng ngng qung b cho thng hiu ca mnh v nh bt cc i th cnh tranh v gy s ch mnh ca khch hng v mt thng hiu bia mnh hng u ca th gii.

4.1.

Qung co

Vit Nam mi clip qung co ca nhng sn phm Heineken u mang mt phong cch c o, mi ln xut hin th Heineken lun gy c n tng su sc vi khch hng vi cu khu hiu chnh CH C TH L HEINEKEN It could only be Heineken. Cu khu hiu ny ph hp vi chin lc qung co sn phm m cng ty a ra. Ti Vit Nam Heineken s dng nhiu knh truyn thng qung b sn phm ca mnh: Truyn hnh: Heineken qung co hu nh gn ht cc knh truyn hnh Vit Nam c bit l HTV7, HTV9, VTV1, VTV3 l cc knh Heineken qung co vi s lng ln.

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Bo ch: Heineken qung co sn phm ca mnh trn nhng bo c mt pht hnh cao v kh ph bin nh: Tui tr, Thanh nin, Tip th gia nh, Ngi lao ng, Th thao, Th thao vn hay cng l nhng t bo m nam gii thng c. c bit 2 bo Tui tr v Thanh nin c phm vi pht hnh trn ton quc nn ngi tiu dng nhanh chng v d dng bit n. Bo in t: Internet khng phi l iu qu l lm vi ngi dn Vit. Vic la chn hnh thc truyn ti thng tin trn nhng trang web qu l mt quyt nh kp thi v ng n ca Heineken.4.2.

Hot ng cng ng

Th thao: Vit Nam, t nm 1997, Heineken ti tr cho gii qun vt

Heineken Challenger, mt gii u thng nin gip cc tay vt hng u Vit Nam c dp c st vi cc tn tui ca th gii. Heineken a cc gii u quc t danh ting vi nhng pha bng p mt n Vit Nam, em n cho ngi hm m Vit Nam c hi trc tip thng thc nhng trn u quc t nh cao gia cc siu sao qun vt th gii, v m ra c hi giao lu quc t cho nhng tay vt Vit Nam, ng thi dy ln mt phong tro yu thch mn th thao ny hn. m nhc: Heniken khuy ng th gii m nhc hin i. Nm 2003, Heineken bt u ti tr cho cuc thi tim ti nng DJ hng nm. Heniken to c hi cho gii tr tha sc tranh ti trong th gii m nhc hin i v m ra c hi cho nhng ti nng DJ sng to nht Vit Nam, v lm bng n khng gian m nhc bng nhng m m nhc xanh si ng vi s c mt ca cc DJ hng u th gii nh Tiesto, Groove Amanda, BT n giao tha cng Heineken: tng thp sng trung tm thnh ph c Heineken khi xng ln u tin vo nm 2004, v tr thnh thng l ti cc thnh ph ln ca Vit Nam vo mi dp l hi. Nm nay 2010, Heineken tip tc i tin phong khi xng tng c o mi cho n nhng khonh khc u tin ca nm 2010 cng ti trung tm i l Nguyn Hu (TPHCM) t 21:00 0:30 m 31/12/2009.

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Cng trnh trang tr l hi nm nay ca Heineken khu hiu Cng th gii on cho nm mi 2010 c t chc c bit hn nhng nm trc vi hiu ng phi hp m thanh - nh sng. Ln u tin ti Vit Nam cng chng c tri nghim nhng cm xc th v khi m nhng giy pht u tin bc qua nm mi. y l ln u tin l hi c o mang tm quc t din ra ti Vit Nam, mang n nhng tri nghim tuyt vi v mt m giao tha dng lch cho c ngi ngi dn ln du khch. Song song, Heineken cn c nhiu cng trnh trang tr v hot ng th v ti cc qun n v nh hng cao cp cc thnh ph ln trn c nc

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