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

Cc lîi thõ c¹nh tranh cña vinamilk so víi cc èi

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C¸c lîi thÕ c¹nh tranh cña Vinamilk so víi c¸c ®èi thñ kh¸c gåm nh·n hiÖu quen thuéc vµ s¶n phÈm ®a d¹nh, ®¸p øng ®îc c¸c nhu cÇu cña nhiÒu thµnh phÇn kh¸ch hµng kh¸c nhau. Nh÷ng lý do kh¸c gãp phÇn vµo sù thµnh c«ng cña Vinamilk lµ m¹ng líi ph©n phèi réng kh¾p, chiÕn lîc marketing hiÖu qu¶, vµ c«ng nghÖ s¶n xuÊt hiÖn ®¹i.
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C«ng ty Vinamilk qu¶ng c¸o s¶n phÈm cña m×nh trªn c¸c ph¬ng tiÖn truyÒn th«ng vµ th«ng qua c¸c ho¹t ®éng nh tµi trî c¸c ch¬ng tr×nh gi¶i trÝ trªn truyÒn h×nh, tÆng häc bæng cho c¸c häc sinh giái vµ tµi trî c¸c ch¬ng tr×nh truyÒn h×nh v× lîi Ých cña céng ®ång vµ ngêi nghÌo. Bªn c¹nh ®ã Vinamilk cßn cung cÊp dÞch vô t vÊn dinh dìng t¹i c¸c trung t©m dinh dìng cña c«ng ty. C¸c c«ng ty nµy võa ho¹t ®éng cã thu phÝ võa gi¸n tiÕp ®a s¶n phÈm cña c«ng ty ra thÞ trêng. Thay v× nãi vÒ t¸c dông cña s÷a, viÖc x©y dùng h×nh ¶nh “t×nh yªu cña mÑ” cho s÷a bét cua Vinamilk dÔ chiÕm c¶m t×nh cña ngêi xem. §Ó chøng minh cho ngêi tiªu dïng vÒ chÊt lîng “hµng néi ®Þa”, Vinamilk ®· b¾t tay viÖn Dinh Dìng quèc gia lµm mét cuéc thö nghiÖm l©m sµng, chøng minh sù phï hîp cña s÷a bét trong níc s¶n xuÊt víi thÓ tr¹ng ngêi ViÖt. Vinamilk cßn ph¸t ®éng ch¬ng tr×nh “ 1 triÖu ly s÷a cho trÎ em nghÌo: Nô cêi vµ niÒm hi väng” nh»m gióp ®ì trÎ em nghÌo ViÖt Nam trong thêi ®iÓm nÒn kinh tÕ khã kh¨n gi¸ c¶ t¨ng cao. Ch¬ng tr×nh nµy ®· gióp xiÕt chÆt mèi quan hÖ tèt ®Ñp gi÷a nhµ s¶n xuÊt s÷a Vinamilk víi ngêi tiªu dïng. Nh×n chung, Duch Lady lµ ®èi thñ c¹nh tranh ®¸ng gêm nhÊt cña Vinamilk. ThÕ m¹nh cña Duch Lady lµ quan hÖ c«ng chóng vµ marketing. Tuy nhiªn, Vinamilk l¹i cã m¹ng líi ph©n phèi réng kh¾p vµ c¸c nh·n hiÖu qu¸ quen thuéc cña ngêi tiªu dïng VIÖt Nam. Cßn trªn thÞ trêng s÷a bét, ®èi thñ c¹nh tranh cña Vinamilk chÝnh lµ Abbott, Mead Johson vµ Duch Lady.
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Doanh thu chung cña c«ng ty Vinamilk n¨m 2008 lµ 8,235 tØ ®ång; sang n¨m 2009, doanh thu cña c«ng ty Vinamilk lµ 8,905 tØ ®ång, t¨ng 1,061 tØ ®ång so víi cïng k× n¨m ngo¸i: vµ dù kiÕn sang n¨m 2010, doanh thu chung sÏ lµ 10.330 tØ ®ång. S÷a bét tuy lµ mÆt hµng chÝnh nhng doanh thu chØ chiÕm 24% tæng doanh thu c¶ n¨m, thÊp h¬n so víi thÞ phÇn s÷a ®Æc 34% vµ thÞ phÇn s÷a t¬I 26% (sè liÖu n¨m 2007). KÕt luËn vµ khuyÕn nghÞ
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S÷a ngo¹i lµ nh÷ng h·ng s÷a ®· cã bÒ dµy c¶ tr¨m n¨m nghiªn cøu ®Ó ®a ra nh÷ng s¶n phÈm phï hîp víi khÈu vÞ cña c¸c ®èi tîng kh¸ch hµng, nªn s¶n phÈm cña hä gi¸ b¸n cã cao h¬n so víi nh÷ng s¶n phÈm kh¸c. Hä xøng ®¸ng cã ®îc ®iÒu ®ã, nÕu kh«ng ®îc ngêi tiªu dïng tÝn nhiÖm ch¾c ch¾n hä sÏ kh«ng thÓ tån t¹i vµ ph¸t triÓn.
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