[123doc] - chien-luoc-phat-trien-thi-truong-sua-bot-cua-cong-ty-sua-vinamilk.doc

¹i diön cng ty sa vinamilk cho biõt cng ty iòu

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§¹i diÖn c«ng ty s÷a Vinamilk cho biÕt, c«ng ty ®· ®iÒu chØnh gi¸ hÇu hÕt c¸c s¶n phÈm tõ ®Çu th¸ng 12, gi¸ s÷a t¨ng tõ 35-40% vµ møc t¨ng thùc tÕ tõ 6-15% tõ nay ®Õn ®Çu n¨m 2010 nh vËy chØ lµ t¹m thêi. Theo ®ã, ngo¹i trõ c¸c dßng s¶n phÈm s÷a tiÖt trïng, c¸c dßng s¶n phÈm cßn l¹i cña Vinamilk tõ s÷a bét, s÷a chua, s÷a ®Æc… ®Òu cã møc t¨ng gi¸ kho¶ng 6% so víi tríc. III. ChiÕn l îc ph©n phèi C«ng ty s÷a Vinamilk ®· x©y dùng ®îc mét hÖ thèng ph©n phèi s÷a bét réng kh¾p níc, kh¾p c¸c tØnh thµnh. M¹ng líi ph©n phèi cña Vinamilk lµ mét lîi thÕ c¹nh tranh cã thÕ m¹nh h¬n h¼n c¸c ®èi thñ kh¸c trªn thÞ trêng VIÖt Nam. Vinamilk së h÷u mét hÖ thèng ph©n phèi gåm h¬n 220 nhµ ph©n phèi ®éc lËp cã mÆt t¹i 64 tØnh thµnh trªn toµn quèc. C¸c ®¬n vÞ ph©n phèi nµy phôc vô h¬n 140.000 ®iÓm b¸n lÎ trªn toµn quèc. C«ng ty cßn b¸n hµng trùc tiÕp ®Õn c¸c siªu thÞ, c¸c v¨n phaßng, nhµ m¸y vµ t¹i c¸c ®iÓm t vÊn dinh dìng cña c«ng ty. §Ó hç trî m¹ng líi ph©n phèi cña m×nh, Vinamilk ®· më 14 phßng trng bµy s¶n phÈm t¹i c¸c thµnh phè lín nh Hµ Néi, §µ N½ng, TP Hå ChÝ Minh vµ CÇn Th¬. Vinamilk cã kÕ ho¹ch më thªm c¸c chiÕn dÞch marketing ®ång thêi ph¸t triÓn thªm c¸c ®iÓm b¸n lÎ ®Ó t¨ng doanh thu. Bªn c¹nh m¹ng líi ph©n phèi trong níc, c«ng ty cßn cã c¸c nhµ ph©n phèi chÝnh thøc t¹i Hoa Kú, Ch©u
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¢u, óc vµ Th¸i Lan. Vinamilk còng sÏ thiÕt lËp mang líi ph©n phèi t¹i c¸c níc l¸ng giÒng kh¸c. IV.ChiÕn l îc xóc tiÕn Nh÷ng th«ng tin vÒ chØ tiªu, hµm lîng dinh dìng trªn bao b× cña s÷a ngo¹i vµ s÷a néi hiÖn hÇu nh t¬ng ®¬ng. VÒ bao b×, nÕu nh nh÷ng n¨m tríc bao b× s÷a néi cha ®Ñp, s¾c nÐt, nh×n lµ biÕt hµng néi ngay th× nay mÉu m·, h×nh ¶nh, mµu s¾c cña c¸c lo¹i s÷a néi còng ®Ñp vµ b¾t m¾t kh«ng thua g× hµng ngo¹i. Ngoµi ra, ®iÓm h¹n chÕ cña c¸c c«ng ty s÷a trong níc lµ kh©u qu¶ng c¸o, tiÕp thÞ kh«ng m¹nh, chuyªn nghiÖp b»ng c¸c c«ng ty níc ngoµi. §iÒu nµy, hiÖn c¸c c«ng ty s¶n xuÊt s÷a trong níc ®ang cã g¾ng kh¾c phôc, ch¼ng h¹n nh hiÖn c«ng ty s÷a Vinamilk ®ang ®Çu t mét ch¬ng tr×nh khuyÕn m·i lín gÇn 2 tØ ®ång. Sù xuÊt hiÖn qu¸ nhiÒu cña c¸c th«ng tin qu¶ng c¸o vÒ c¸c lo¹i s÷a ®· khiÕn ngêi tiªu dïng “mÊt ph¬ng híng” khi lùa chon s¶n phÈm. NhiÒu lo¹i s÷a ®îc qu¶ng c¸o víi h×nh ¶nh phãng ®¹i nh uèng s÷a vµo th× th«ng minh, cao lín vît tréi ®· khiÕn nhiÒu ngêi cã t©m lý ph¶i mua s÷a ngo¹i míi lµ “®¼ng cÊp” vµ “yªu con” .
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