B GIO DC V O TO

I HC DN LP HNG VNG
KHOA QUN TR KINH DOANH

KHA LUN TT NGHIP I HC

MT S GII PHP HON THIN CHIN LC

MARKETING - MIX TI CTY TNHH GIY VI TNH LIN
SN

GVHD: PGS.T.S NGUYN NGC HO

SV: NGUYN TH NGC TRM

TP.HCM - 08/2007

LI M U

Tip th ngy nay ng vai tr khng nh vo s thnh cng ca cc doanh nghip.

Khi nn kinh t pht trin mc cao n thc y lc lng sn xut pht trin, nng
cao nng sut lao ng x hi, y mnh qu trnh x hi ho lc lng sn xut, kch
thch qu trnh nng cao s lng, cht lng hng ho dch v v hiu qu kinh t. S
vn hnh ca c ch th trng buc nhng nh sn xut kinh doanh cnh tranh vi
nhau tm li nhun siu ngch. Trong iu kin bnh thng ca cnh tranh, con
ng duy nht t c li nhun siu ngch l gim gi tr c bit ca hng ha
bng cch chuyn mn ha, hp tc ha v p dng khoa hc k thut.
Do , tn ti cc doanh nghip Vit Nam phi c nhng chin lc kinh t
ng n, thch hp tng bc khng nh c v tr ca mnh trong nn kinh t
th trng. Trong chin lc Marketing khng tch ri chin lc chung ca cng
ty.Marketing hng dn ch o v phi hp cc hot ng sn xut kinh doanh, nh
hot ng Marketing m cc quyt nh ra trong sn xut kinh doanh c c d vng
chc hn, cng ty c iu kin va thng tin y hn, tha mn mi nhu cu ca
khch hng.
Thy c tm quan trng ca Marketing trong tnh hnh kinh doanh hin nay nn
trong chin lc kinh doanh ca cng ty ang gia tng s u t pht trin hot ng
Marketing. Nguyn nhn ca quan tm ny l do tc pht trin ca ngnh tng kh
nhanh, s gia tng ca cc i th cnh tranh trong ngnh vi s cnh tranh ginh th
phn ngy cng quyt lit v s thay i nhu cu th hiu khch hng. Nhng mun
hot ng Marketing pht trin ng ng li v c hiu qu v lu di th phi c
chin lc Marketing xy dng mt cch ton din lm kim ch namcho mi hot
ng.c s hng dn ca thy c khoa Qun tr kinh doanh cng vi s h tr ca
ban lnh o Cng Ty TNHH Giy Vi Tnh Lin Sn, em quyt nh chn ti
Mt s bin php hon thin chin lc Marketing-Mix ti cng ty TNHH Giy Vi
Tnh lin Sn.
Vi kin thc hn hp ca mt sinh vin, bi lun vn ny khng trnh khi nhng
thiu st, rt mong nhn c s ng gp kin ca qu thy c c hon thin
hn.
1. T VN

Trong hot ng sn xut kinh doanh, cc t chc thng mi v phi thng mi

u ng trc nhim v phi tiu th c hng ha ca mnh. Do , mun thnh
cng trong kinh doanh cc doanh nghip cn phi bit cn k v th trng v khch
hng, nhng nh qun l cn phi bit v Marketing, bit tm ra nhng iu m khch
hng mun hn l ngh rng h mun.
Nhn thc c tm quan trng ca hot ng Marketing v tm hiu thc t ti
cng ty TNHH Giy Vi Tnh Lin Sn, c chng kin nhng n lc ca cng ty
trong qu trnh p dng cc chnh sch Marketing v qun l hat ng kinh doanh
thc tin cng ty trong iu kin sn c v c Ban Gim c cng ty gip cho
ti nghin cu ti Mt s bin php han thin chin lc Marketing - Mix ti
cng ty TNHH Giy Vi Tnh Lin Sn. ng thi, qua vic nghin cu ti ny
cng gip em cng c c kin thc Marketing v cc mn chuyn ngnh, vn dng
cc kin thc ca nhng mn chuyn ngnh vo vic nghin cu ti thc t, song
song em tip cn c hat ng Marketing thc t v mnh dn a ra cc kin
ngh, c nhn nh vi bin php gii quyt vn .
2. MC TIU CA TI
Tm hiu tnh hnh th trng v nghin cu th trng ca cng ty.
Tm hiu v Marketing v cc chnh sch Marketing Mix ca cng ty.
xut cc kin ngh v Marketing cho cng ty trong thi gian sp ti v mt
s bin php nng cao hiu qu hat ng ca ngnh.
3. PHM VI NGHIN CU
Mc d c gng rt nhiu khi thc hin vic tm hiu v ti ny, nhng do
hn ch v thi gian cng nh v kh nng nn em ch nu ln cc vn chnh c
tnh cht chung v Marketing cng mt s xut chin lc Marketing nm nng cao
hiu qu hot ng kinh doanh ca cng ty Giy Vi Tnh Lin Sn. Phm vi ca ti
ny c gii hn vi m kinh doanh v a bn hat ng ca cng ty Giy Vi Tnh
Lin Sn.
Vi mong mun c ng gp mt phn cng sc v nhng kin thc tch ly
c trong qu trnh hc tp v tm hiu thc t ti cng ty c th cng vi cng ty
nng cao hiu qu kinh doanh.
4. PHNG PHP NGHIN CU

Nghin cu mi trng vi m thng qua lung tin trn cc bo. Nghin cu mi

trng vi m ca cng ty thng qua cc bo co v quan st thc t. Nghin cu th
trng thng qua nhng thng tin kinh t v vic thu thp thng tin c nhn.

MC LC
Trang
Li cm n ........................................................................................................i
Tm tt ti ...................................................................................................ii
Mc lc ......................................................................................................... iii
Danh sch bng biu .........................................................................................iv
Danh sch hnh v, th ...................................................................................i
M U ...........................................................................................................1
1. t vn ..........................................................................................1
2. Mc tiu ca ti..................................................................................2
3. Phm vi nghin cu ................................................................................3
4. Phng php thc hin ...........................................................................3
Chng 1: C S L LUN V MARKETING ...........................................4
1.1 Khi nim c bn v Marketing ...............................................................4
1.1.1. Marketing l g?................................................................................4
1.1.2. Markteing truyn thng v Marketing hin i 5
a ) Marketing truyn thng ............................................................5
b ) Maketting hin i .................................................................5
1.2 Ni dung hot ng Marketing.................................................................5
1.2.1. Phn tch mi trng Marketing ......................................................5
a ) Phn tch mi trng v m ......................................................5
b ) Phn tch khch hng................................................................7
c ) Phn tch tnh hnh cnh tranh ..............................................10
1.2.2. Chin lc th trng mc tiu v nh v sn phm .....................11
a ) Phn khc th trng v la chn th trng mc tiu 11
b ) nh v sn phm ...............................................................13
1.2.3. Cc chin lc Marketing Mix cho th trng mc tiu ............14
a ) Chin lc sn phm ..............................................................14
b ) Chin lc gi .......................................................................16
c ) Chin lc phn phi..............................................................17
d ) Chin lc chiu th 19
1.3 Vai tr ca Marketing i vi doanh nghip ......................................21
Chng 2: LCH S HNH THNH V PHT TIN CA CNG TY
GIY VI TNH LIN SN......................................23
2.1. Qu trnh hnh thnh v pht trin ......................................................23
2.1.1. Vi nt s lc v cng ty ..............................................................23
2.1.2. Qu trnh hnh thnh v pht trin...................................................24
2.2. Chc nng mc tiu nhim v ca cng ty 26
2.2.1. Chc nng .....................................................................................27
2.2.2. Mc tiu ........................................................................................27
2.2.3. Nhim v........................................................................................28
2.3. Phng chm hot ng v phng hng pht trin ca cng ty ....28
2.3.1. Phng chm hot ng .................................................................28
2.3.2. Phng hng pht trin ................................................................29
2.4. H thng chi nhnh v sn phm ca cng ty ......................................29
2.4.1. H thng chi nhnh .......................................................................29

2.4.2. Sn phm cng ty ang kinh doanh ..............................................30

2.5. C cu t chc b my qun l...............................................................31
2.5.1. T chc b my qun l ...............................................................32
2.5.2. Chc nng v nhim v ca phng ban ......................................33
2.6. C cu t chc sn xut kinh doanh ca cng ty...................................34
2.7. Kt qu hot ng kinh doanh trong ca cng ty ............................... 36
2.7.1 Khi lng sn xut kinh doanh t 2004 2006 .............................36
2.7.2 Doanh thu cc mt hng sn xut kinh doanh..................................36
2.7.3 Doanh thu ca cng ty i vi th trng nc ngoi 37
Chng 3: CHIN LC MARKETING MIX TI CNG TY TNHH
GIY VI TNH LIN SN.................................39
3.1. Phn tch mi trng Marketing ca cng ty ......................................39
3.1.1. Cc yu t bn ngoi nh hng n hot ng
Marketing ca cng ty 39
a ) Khoa hc - k thut 39
b ) Chnh tr php lut ..............................................................39
3.1.2. Cc yu t bn trong nh hng n hot ng
Marketing ca cng ty 40
a ) Ni b cng ty .......................................................................40
b ) Th trng khch hng............................................................41
c ) i tc cung ng ....................................................................42
d ) Cc trung gian Marketing .......................................................42
e ) Cc i th cnh tranh ............................................................42
3.2. Chin lc Marketing Mix ti cng ty Lin Sn .............................43
3.2.1. Sn phm (product) .......................................................................43
a ) Chin lc chng loi.............................................................43
b ) Chin lc pht trin sn phm mi ......................................45
c ) Bao b ....................................................................................45
d ) Nhn hiu ...............................................................................46
3.2.2. Gi ( price) .....................................................................................46
3.2.3. Phn phi (place)............................................................................49
a ) Knh phn phi ca cng ty....................................................49
b ) Chin lc qun l knh .........................................................50
c ) Cc hnh thc h tr ca cng ty i vi i l .....................51
3.2.4. Chiu th (promotion) .....................................................................54
a ) Qung co...............................................................................54
b ) Khuyn mi ............................................................................55
c ) Tuyn truyn ..........................................................................56
d ) Cho hng c nhn..................................................................56
3.3. Nhn xt hot ng Marketing ti cng ty Lin Sn.............................59
Chng 4: MT S BIN PHP HON THIN CHIN LC
MARKETING MIX TAI CNG TY GIY VI TNH LIN SN ...........60
4.1. Nhng thun li v kh khn i vi hot ng kinh doanh
ti cng ty60
4.1.1. Thun li ........................................................................................60
a ) im mnh .............................................................................60
b ) C hi.....................................................................................60

4.1.2. Kh khn ........................................................................................61

a ) im yu 61
b ) Th thch ...............................................................................61
4.2. Phng tin v ngun thu thp thng tin...............................................61
4.3. Bin php hon thin chin lc Marketing Mix .............................63
4.3.1. Bin php hon thin chin lc sn phm .....................................63
4.3.2. Bin php hon thin chin lc gi ...............................................64
4.3.3. Bin php hon thin chin lc phn phi.....................................66
4.3.4. Bin php hon thin chin lc chiu th 67
a ) Qung co...............................................................................67
b ) Xc tin bn hng...................................................................68
c ) Cho hng c nhn..................................................................68
d ) Tuyn truyn ..........................................................................68
e ) Dch v hu mi......................................................................69
4.4. Gii php thnh lp b phn Maketing ..............................................69
4.4.1. Yu cu khch quan ....................................................................69
4.4.2. C cu t chc phng Marketing ..................................................72
a ) Nhim v ca phng Marketing..............................................72
b ) C cu ni b phng Marketing..............................................72
c ) Nhn s, chc nng v nhim v ............................................72
4.5. Mt s kin ngh .....................................................................................76
4.5.1. i vi cng ty Lin Sn ............................................................76
4.5.2. i vi Nh nc ..........................................................................77
KT LUN .....................................................................................................78

DANH SCH HNH V

Hnh 1.1: din trnh quyt nh mua sm
Hnh 1.2: cc chin lc phn khc th trng
Hnh 1.3: cu trc knh phn phi
Hnh 1.4: mc tiu ca chiu th
Hnh 1.5: cu trc ca Marketing Mix
Hnh 2.1: c cu t chc b my qun l
Hnh 3.1: nhng nhn t nh hng n gi cui cng
Hnh 3.2: s knh phn phi sn phm