Khảo Sát Việc Ứng Dụng Các Chính Sách Marketing Của Công Ty Dược Phẩm Traphaco

7/23/2019 Kho St Vic ng Dng Cc Chnh Sch Marketing Ca Cng Ty Dc Phm Traphaco

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BYTTRNG I HCDcH NI

soCQos

NGUYN NGC NG

KHO ST VIC NG DNG CC CHNH SCH MARKETING CA

CNG TY DC PHM TRAPHACO

(KHO LUN TT NGHIPDc s KHO 1998-2003)

Ngi hng dn: THS. NGUYN TUN ANHTHS. V TH THUN

Ni thc hin: B mn qun l v kinh t dcCng ty C phn Dc Traphaco

Thi gian thc hin: T thng 2 / 2003 n thng 5 / 2003

H Ni, thng 5 - 2003


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LI CM N.

Trong qu trnh hc tp nghin cu thc hin kho lun tt nghip ny t nhn c s gip tn tnh ca :

THS. NGUYN TUN ANH

Ging vin trng i hc Dc H niTHS. V TH THUN

Gim c cng ty dc phm Traphaco

Cng vi s gip tn tnh ca cc thy c gio b mn qun l v Kinh t

dc, cc thy c gio trng i hc Dc H ni, tp th cn b cng nhn vi cng ty dc phm Traphaco v cc bn ng kho.

Ti xin by t lng bit n su sc ti s gip qu bu .

H Ni ngy 04 thng 6 nm 2003

sv . Nguyn Ngc Ng

/


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MUC LUC* 4

T VN ............................................................................................................

PHNI: TNG QUAN..............................................................................1-Vi nt v th trng dc phm th gii v Vit Nam trong nhng nm

gn y........................................................................................................................

1.1- Th trng thuc th g i i...................................................................................... 31.2- Th trng thuc Vit Nam............................................................................

1.2.1- Nhu cu v thuc......................................................................................4

1.2.2- Ngun cung ng thuc.............................................................................6

1.2.3- Qu trnh phn phi thuc.....................................................................7

2- Tng quan v marketing v marketing dc............................................... 8

2.1- Khi nim v marketing - marketing dc...................................................2.2- Mc tiu, vai tr, chc nng ca marketing- marketing c.....................

2.2.1- Mc tiu..............................................................................................2.2.2- Vai tr ..................................................................................................2.2.3- Chc nng............................................................................................

2.3- Cc chch sch ca marketing.........................................................................

2.3.1-Chnh sch sn phm..........................................................................2.3.2-Chnh sch gi......................................................................................2.3.3-Chnh sch phn phi...........................................................................2.3.4-Chnh sch xc tin v h tr kinh doanh..........................................

4- Thc trng ca vic ng dng cc chnh sch marketing trn th

trng thuc trong nhng nm gn y..................................................................2

PHN I I : I TNG, NI DUNG, PHNG PHP...............................2

1. i tng nghin c...........................................................................................


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2. Ni dung nghin cu...........................................................................................

3. Phng php nghin cu....................................................................................2

PHN I I I : KT QU NGHIN c u.....................................................251- Lch s pht trin ca cng ty.............................................................................

^ 2- T chc hot ng Marketingtrong doanh nghip........................................26

X 3- p dng cc chnh sch Marketing...................................................................2

3.1. p dng chnh sch sn phm...................................................................... 23.1.1- Chin lc pht trin danh mc sn phm.....................................3.1.2- Chin lc pht trin chiu su danh mc sn phm ....................3.1.3- Nghin cu bo ch sn phm c s khc bit v ni tri............313.1.4- Chin lc n theo ( nhi mu m bao b sn phm )..................323.1.5- Chin lc pht trin sn phm mi hng vo thuc ng d3.1.6- Chin lc pht trin sn phm mang tnh thi v (theo t, theo ma

3.2- Vic ng dng chnh sch gi .......................................................................3.2.1- Chin lc mt gi..............................................................................373.2.2- Chin lc ch ng tng gi............................................................. 373.2.3- Chin lc ch ng gim gi........................................................3.2.4- Chin lc nh gi cao cho sn phm c bit,..........................

3.3- Vic ng dng chnh sch phn phi sn phm..............................................40

3.4- Vic ng dng chnh sch xc tin v h tr kinh doanh...........................3.4.1- Qung co..........................................................................................3.4.2- Tuyn truyn.......................................................................................3.4.3- Kch thch tiu th ..............................................................................3.4.4- Bn hng trc tip thng qua trnh dc vin.................................49

PHN IV: KT LUN V KIN XUT.................................................5

1. Kt lun....................................................................................................2. kin v xut....................................................................................

i


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K HIU CH VIT TT

SDK S ng k

DND Doanh nghip Dc

DNNN Doanh nghip Nh nc

CTDP Cng ty dc phm

TNHH Thng nghip hng ho

TDV Trnh dc vin


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T VN

Trong nhng nm gn y, cng vi s chuyn i ca nn kinh t t c ch bcp bc sang nn kinh t th trng theo nh hng x hi ch ngha, hot ngngnh dc c nhng bc pht trin ng ghi nhn, c bit trong lnh vc cung thuc cho nhn dn.

Mt doanh nghip tn ti th dt khot phi c cc hot ng chc nng nh: sxut, ti chnh, qun tri nhn lc... nhng trong nn kinh t th trng cc chc nqun l sn xut, chc nng qun l ti chnh, chc nng qun l nhn lc cha bo cho doanh nghip tn ti, v li cng khng c g m bo cho s thnh t doanh nghip, nu tch ri n khi mt chc nng khc- chc nng lin kt mi hong ca doanh nghip vi th trng. Chc nng ny thuc mt lnh vc qun l khqun l Marketing.

Cng ty c phn Dc- Traphaco l mt DND trc thuc B giao thng vn thot ng trong lnh vc kinh doanh dc phm. Trong thi k bao cp cng ty giao nhim v cung ng thuc cho ngnh giao thng vn ti. Khi bc sang nn kinth trng theo kp yu cu ca s cnh tranh cng ty khng ch trng ch vo nhiv c giao m phi tm hng i cho mnh. L mt cng ty c nhiu tim nng nhn lc, ti chnh v nhiu nm lin t mc doanh thu cao, hot ng c hiu qu ng thuc khng ch trong ngnh giao thng vn ti m cn chm sc sc kho nhdn c nc.

i vi TRAPHACO ni ring v cc cng ty dc ni chung, lnh vcMarketing cn kh mi m c v l lun v thc tin.T thc t vi mong mun hiu, kho st vic ng dng cc chnh sch Marketing ca mt cng ty trong nclnh vc kinh doanh dc phm, chng ti tin hnh nghin cu ti:

"Kho st vic ng dng cc chnh sch Marketing ca cng ty c phn Dc

phm TRAPHACO "

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Vi cc mc tiu:- Kho st thc trng vic ng dng cc chnh sch Marketing ca cng ty.- S b nh gi vic thc hin cc chnh sch Marketing, t rt ra nhn

nguyn nhn thnh cng cng nh nhng nhc im, nhng tn ti cn khc phtrong khi thc hin.

- xut cc gii php nhm nng cao hiu qu ca vic ng dng cc chnh sMarketing ti th trng Vit Nam.

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PHN I: TNG QUAN

1-VI NT V TH TRNGDcPHM t h g i i v v i t NAM TRONG NHNG NM GN Y

Trong nhng nm gn y, cng vi s pht trin ca nn kinh t trn toncu, th trng thuc th gii cng nh Vit Nam pht trin rt si ng. V Nam t khi thc hin ng li kinh t m ca khuyn khch cc loi hnh doanghip tham gia vo kinh doanh dc phm to ra mt th trng thuc phong ph

v a dng, ngy cng p ng c nhu cu thuc cho cng tc phng v ch bnh.

1.1- Th trng thuc th giiHin nay tui th ca con ngi c gia tng trong c s ng gp

khng nh ca thuc. Theo s liu thng k, nhng nm gn y nhu cu thuc trth trng th gii c s gia tng mnh m do s pht trin ca dn s th gii vgia tng tui th, nhu cu dng thuc nhiu, dng cc loi thuc c gi thnh cato nn doanh s bn qua cc nm c s gia tng r rt.

Bng 1.1: S gia tng doanh s bn thuc trn th gii t 1995 n 2000 Nm 1996 1997 1998 1999 2000

Doanh s ( T USD) 285 296,4 304,6 337,2 364,5T l gia tng so vi nm 1995 100% 104% 107% 118% 128%Tc tng so vi nm trc 100% 104% 103% 111% 108%

( Ngun: tp ch dc hc nm 2000)Doanh s bn thuc ton cu c xu hng tng, c bit nm 1999 tng 118%

so vi nm 1995 v c mc tng trng cao nht tng 11,1% so vi nm 1998. Thed kin doanh s bn thuc cn tip tc tng trong 5 nm ti do s phc hi ca nkinh t. Doanh s bn thuc ti th trng hng u th gii s tng khong 9% ncho ti nm 2005. Tng doanh s ti 10 nc hng u c, B, Canada, Php, Italia, Nht, Ty ban nha, Anh v M c t 434 t USD vo nm 2005 so vi 28t USD nm 2000. Ring ti th trng M s tng ti 263 t USD vo nm 2005

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nh vy tng trng trung bnh l 11,8% v chim ti 60% th phn ca 10 nc trn.

D kin t 2001- 2005 : c tng 9% ln khong 5 t USD, Canada tng 11%ln khong 10 t USD, Ty ban nha tng 10% ln khong 10 t USD, c tng7,5% ln khong 24 t USD, Php tng 6% ln khong 22 t USD, B tng 5,6% lnkhong 3 t USD

Cng vi xu hng chung ca ton cu ho, ngnh Dc ang i theo conng cng nghip ho, hin i ho. Cc cng ty ln ca cc nc pht trin ngcng u t nhiu vo qu trnh nghin cu thuc mi, m rng th trng mi. C

cc cng ty nh ca cc nc ang pht trin th i theo xu hng s dng cc thntu t c, ngy cng m rng lin doanh , thu ht vn u t t nc ngotrong chnh sch cnh tranh ca mnh.

1.2- Th trng thuc Vit Nam1.2.1- Nhu cu v thuc t rt lu thuc phng, cha bnh tr thnh mt nhu cu tt yu ca c

ngi. Thuc ng mt vai tr quan trng trong cng tc chm sc, bo v sc khonhn dn v ni mt cch rng hn thuc l mt trong nhng yu t ch yu nhm bo sc kho ca nhn dn.

Nhu cu v thuc ngy cng tng ngay c khi x hi t trnh vn minhin i, khi nhu cu i hi nng cao v nhiu mt nh: Cht lng, chng lmu m, hiu qu v an ton trong s dng.

Thuc l mt loi hng ho c bit, lin quan trc tip ti sc kho v t

mng ca bnh nhn, nn qu trnh s dng thuc phi c s hng dn ca ngc chuyn mn (BS, DS,...). Do nhu cu v thuc v lng thuc tiu dng khnch ph thuc vo ngi tiu dng m n c quyt nh bi nhiu yu t c trca ngnh nh : Yu t thy thuc, bnh tt, kinh t y t, khoa hc cng nghtrong yu t bnh tt ng mt vai tr v cng quan trng.

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Bng 1.2:S thay i m hnh bnh tt ca Vit Nam :n v : %

TT Tn bnh 1986 1996 20001 Dch ly 59,20 37,63 32,112 Bnh khng ly 39,00 50,02 54,203 Tai nn, ng c, chn thng 1,8 12,35 13,69

(Ngun: Nin gim thng k Y t 200(3) Nhu cu thuc t ph thuc vo xu hng bnh tt. Theo bo co tng k

ca cc qun l dc tnh n thng 12/ 2001, t l thuc c nhiu s ng k nh phn theo nhm iu tr nh sau: C 3 nhm thuc c ng k nhiu nht trn ttrng : Thuc trong nc gm nhm chng nhim khun ( 946 SDK chim 17,3%Vitamin (691 SDK chim 12,21%), thuc h nhit gim au (354 SDK chim6,26%) so vi tng s thuc trong nc c ng k. Thuc nc ngoi gm nhthuc khng sinh (786 SDK chim 23,1%), thuc tim mch (311 SDK chim9,15%), Vitamin v thuc b (246 SDK chim 7,215%) so vi tng s thuc nngoi c ng k[ 9 ]. Do m hnh bnh tt ch yu l cc bnh nhim khun k sinh trng nn thuc khng sinh chim hn 40% thuc c cp s ng k lhnh trn th trng .

Thuc ng vai tr quan trng trong chm sc sc kho cho mi ngi, nnnhu cu thuc c s dng ngy cng tng.

Bng 1.3: Tin thuc bnh qun u ngi qua cc nmn v: USD

Nm 19903 1995 1997 2000 2001 2002Tin thuc bnh qun/ ungi

0,3 4,0 5,0 5,4 5,5 6,0

Qua bng trn ta thy tin thuc bnh qun trn u ngi qua cc nm tng t0,3 USD nm 1993 n 6,0 USD nm 2002. Theo d kin n nm 2005 tin thu bnh qun u ngi s t ti 10 USD khi tin thuc chi hng nm cho toquc vo khong 1 t USD.

m bo nhu cu v thuc , trong nhng nm qua nh nc ang dn hothin quy hoch v xy dng k hoch pht trin cng nghip dc theo hng c

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nghip ho, hin i ho v ch ng hi nhp vi quc t bng cch tip cn vt p dng cc cng ngh cao, to ra bc pht trin mnh m c v quy m ln lng. Tin hnh c phn ho doanh nghip nh nc nhm thu ht vn u tchnh sch ca nh nc v u t trong v ngoi nc ngy cng thun li, hthng php lut ang c i mi to iu kin cho sn xut kinh doanh. Nhu cs dng thuc ca nhn dn ngy cng tng, cng nghip dc ni a lin tc tntrng trong cc nm qua v tng bc hin i ho.

1.2.2- Ngun cung ng thuc.Thuc sn xut trong nc.

Xut hin ngy cng nhiu thuc sn xut ni a c cht lng cao. Thuc sxut trong nc ngy cng a dng, s mt hng mi ngy cng nhiu hn, mu m phong ph hn v cht lng ngy cng tt hn. T ch thiu thuc, thuc ch yda vo nhp khu n nm 2000, thuc sn xut trong nc p ng khong 35% nhu cu trong nc v tng dn trong cc nm sau . Sn xut gic mc tng trng trn 10% nm.

Bng 1.4: S c s ang c thuc ng k lu hnh hng nm Nm 1996 1997 1998 1999 2000 2001

S c s 153 192 244 298 348 388T l tng lin hon 100,00 125,49 166,61 133,04 116,18 111,49

Hng nm s c s sn xut thuc khng ngng tng ln, nm cao nht 199tng ti 33,04% so vi nm 1998. Nm 1996 ton quc c 153 c s tham gia sn

xut thuc nhng n nm 2001 c 388 c s tham gia sn xut thuc tn253,59%. Nh vy vi tc ng ca nn kinh t th trng c s sn xut dc phtng nhanh, hng nm tc gia tng u mc trn 10%. [ 16 ]

Thuc sn xut trong nc ngy cng tng v chng loi v cht lng. N1995 cng nghip dc ni a ch sn xut dc phm trn c s 80 hot cht, nm 2001 s dng 365 hot cht. Nhiu k thut c p dng sn xutdng thuc mi : Vin nang mm, vi nang, vin bao phim, thuc c tc dng kodi. V mt tng sn lng tng t 1035 t (1995) n 2880 t (2001), gp 2ln. T trng thuc sn xut trong nc t 28%(1999) n 35%(2001), xt v c mt hng th n 2001 c 6025 thuc trong nc c ng k lu hnh[ 15 ].

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T ta thy hng nm thuc sn xut trong nc khng ngng tng v slng v cht lng, iu chng t ngnh dc Vit Nam khng ngng pht tr

qua cc nm, ng thi lm cho th trng thuc Vit Nam ngy cng si ngCht lng thuc cng c nng cao nh p dng tiu chun thc hnh tt sn xthuc(GMP). Tnh n nm 2001 c 25 nh my t tiu chun GMP caASEAN. iu ny lm cho ngnh dc Vit Nam tng bc pht trin trn cong cng nghip ho, hin i ho ho nhp vi khu vc v th gii.

Thuc nhp khu t nc ngoi Mc d thuc sn xut trong nc khng ngng gia tng, nhng ng thi m

hnh bnh tt cng ang tr nn phc tp hn trong nhng nm gn y, cc bnhim ngho nh: Tim mch, ung th,... ngy mt tng i hi th trng thuc phcung ng ngy cng cao v chng loi v cht lng. Bn cnh nhng yu t vic u t cho sn xut thuc mi i hi chi ph rt cao m nn kinh t nhin nay cha p ng , cho nn thuc nhp khu vo Vit Nam trong nhng ngn y ang chim mt t l kh ln so vi thuc sn xut trong nc.

n nm 2001 c 3392 thuc nc ngoi c cp s ng k vi 890 hocht v ti ngy 31/03/2002 c hn 4000 thuc nc ngoi c cp SDK. S gtng thuc nhp khu vo th trng thuc Vit Nam gp phn p ng nhu cv thuc ngy cng cao trong qu trnh chm sc sc kho cho nhn dn.[ 5 ]

1.2.3- Qu trnh phn phi thucTrn th trng thuc hin nay, cc DNNN vn gi mt vai tr ch o tron

cung ng thuc cho nhn dn. Nhiu cng ty m cc i l ti cc trm x x cn

vi h thng nh thuc t nhn, to ra mng li bn l thuc su rng, m bnhu cu thuc phng cha bnh cho nhn dn. Tnh n ht nm 2001 ton quc 19 doanh nghip Dc Trung ng, 126 cng ty, x nghip Dc a phng, doanh nghip t nhn, 43 cng ty c phn v 316 cng ty thng nghip hng hoc chc nng sn xut kinh doanh Dc phm, ng thi c 34.000 im bn thuc trong c 7.161 im ca doanh nghip quc doanh, 10.367 i l cc gp phn tch cc vo vic cung ng thuc phng v cha bnh, to thun ti

cho ngi bnh trong vic mua thuc ng thi to ra mt th trng thuc ctranh lnh mnh.[ 2 ]

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Th trng thuc Vit Nam l mt th trng hng ho c bit, chu tc ngchi phi ca nhiu yu t c trng ca ngnh, ng thi c nhiu loi hnh doanghip tham gia vo sn xut, lu thng, phn phi. Nhng c im ny tc nhiu mt vo th trng thuc Vit Nam, to nn mt th trng thuc si n phong ph mang tnh cnh tranh ng thi to thc y ngnh sn xut v kindoanh thuc trong nc pht trin. Chnh v iu ny cc cng ty dc khi tham givo th trng thuc Vit Nam, nng cao hiu qu kinh doanh , tng cng khnng cnh tranh ngoi vic u t vo c s sn xut, trang thit b, ng dng tin b khoa hc k thut h cn phi tip cn mt lnh vc quan trng khc

Marketing. Vic ng dng cc chnh sch Marketing trong kinh doanh dc phm lmt yu cu tt yu trong nn kinh t th trng .

2- TNG QUAN y MARKETING V MARKETING DC2.1- Khi nim v marketing - marketing dcTheo qu trnh pht trin, khi nim v marketing ngy cng m rng. Tu vo

mi giai on pht trin khc nhau m ta c cc nh ngha khc nhau v marketingnh ngha ca hip hi Marketing Hoa K:"Marketing l vic tin hnh cc

hot ng kinh doanh c lin quan trc tip ti lung vn chuyn hng ha v dc v t nh sn xut ti ngi tiu dng" [ 12 ].

nh ngha ca hip hi Marketing Anh:" Marketing l chc nng qun l cng ty v mt t chc v qun l ton b cc hot ng kinh doanh, t vic ph hin v bin sc mua ca ngi tiu dng thnh mt nhu cu thc s v mt m hng, n vic a hng ha n ngi tiu th cui cng nhm m bo c

cng ty thu c li nhun cao nht".nh ngha ca Philip- Kotler :"Marketing l mt dng hot ng ca con

ngi nhm tha mn nhu cu v mong mun ca h thng qua trao i" [11].Theo mt nh ngha khc: " Marketing l quy trnh xc nh pht trin v

cung cp cc gi tr tt hn cho khch hng". C rt nhiu nh ngha v marketing,mi nh ngha u ng mt thi im nht nh v marketing ang pht trinn cha c nh ngha cui cng v n. Nhng nh ngha marketing theo cch noi na th mc tiu chnh ca Marketing vn l li nhun, chim lnh th trng an ton trong kinh doanh.

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Tm li, Marketing l tng th cc hot ng ca doanh nghip hng ti tho mn, gi m nhng nhu cu ca ngi tiu dng trn th trng t c m tiu li nhun trc mt v lu di.

Thuc l mt loi hng ha c bit, c c th ring. Ngi tiu dng (Bnnhn) c s dng thuc thng qua ngi c chuyn mn l thy thuc. Ngi cvai tr quyt nh n nhu cu s dng thuc l thy thuc. Marketing Dc nmt vai tr quan trng i vi cc doanh nghip dc, hot ng marketing dc c th ring so vi cc hot ng marketing khc. Trong hot ng marketingDc bnh nhn ng v tr trung tm trong chin lc hot ng ca cng t

ng v pha x hi th cc cng ty dc phm phi cung ng thuc m bo chlng tt ngi dn s dng an ton, hp l, hiu qu, gi c ph hp vi kin kinh t.

Theo Mickey c. Smith, marketing dc ng vai tr nh chic cha kho, nhhng hoc tc ng trc tip t nh sn xut n bnh nhn. Mickey c. Smith cnhn mnh: i tng cn cho s tn ti ca marketing dc l bnh nhn ckhng phi l nh sn xut hay cc ca hng dc .

V vy:Marketing dc thc cht l tng hp cc chnh sch chin lc marketing ca thuc nhm tha mn nhu cu ca bnh nhn, nhm phc v ch sc sc khe cng ng. Ngoi cc mc tiu chc nng ca marketing thng thn do c th ring ca ngnh yu cu marketing dc c nhim v thuc c bn ng loi thuc, ng gi, ng s lng, ng lc, ng ni... [ 1 ].

Nh vy bn cht ca marketing dc l thc hin chm sc thuc, p

tha mn nhu cu iu tr hp l ch khng ch sn xut hay kinh doanh thuc.2.2- Mc tiu, vai tr, chc nng ca marketing- marketing dc2.2.1- Mc tiu

Li nhun: y l mc tiu ct li ca mi doanh nghip, li nhun m bo b p chi ph, tch ly m rng sn xut hng ha, gip doanh nghip pht triv m rng sn xut kinh doanh

To li th cnh tranh: Li th cnh tranh c th hin bng ch tiu v th phn ca doanh nghip.

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An ton trong knh doanh'. Hot ng marketing gip cho doanh nghip phnon c nhng bin i ca th trng, t c nhng bin php nhm i pnhng bt li ca th trng v gim ti thiu ri ro trong kinh doanh.

2.2.2- Vai tr:Marketing c vai tr quan trng trong qun l vi m v v m cp v m: ng vai tr quan trng trong nn kinh t, n kt ni gia nh

sn xut vi ngi tiu dng, kch thch nn sn xut pht trin v l cng c nnc qun l, gim st nn kinh t.

cp vi m: Marketing c vai tr quan trng trong vic tip cn vi th trngv nhu cu ca khch hng. N hng dn phi hp ch o cc hot ng sn xukinh doanh ca doanh nghip, quyt nh ti hiu qu kinh doanh, ti hnh nh v th ca cng ty trn th trng.

2.2.3- Chc nng Lm thch ng sn phm vi nhu cu th trng: Marketing c chc nng ch

o cc b phn k thut, sn xut v vic sn xut nh th no, sn xut ra c

s lng bao nhiu v khi no a sn phm ra th trng. Thc hin chc nng nmarketing c mc tiu lm tng tnh hp dn ca sn phm, tha mn tt hn nhcu ca ngi tiu dng.

Phn phi: Bao gm cc hot ng nh tm hiu khch hng, la chn khchhng mc tiu, hng dn cho khch hng vic chuyn ch, giao hng hp l vgim chi ph cho khch hng. T chc h thng kho bi, bao gi vn chuyn, dcv h tr cho ngi tiu th, pht hin v chnh l cc s tr tr ch tc ca k

phn phi.Tiu th hng ha: Bao gm kim sot v gi, ch ra cc nghip v v ngh

thut bn hng.Ym tr. Gm qung co, tuyn truyn, kch thch tiu th, bn hng c nhn.2..3- Cc chch sch ca marketing2.3.1-Chnh sch sn phm.Theo quan im marketing, sn phm hng ho l tt c nhng yu t c th

tho mn nhu cu hay c mun ca khch hng, cng hin nhng li ch cho h c kh nng a ra cho bn trn th trng vi mc ch thu ht s ch mua smhay tiu dng.

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Theo quan im ny th sn phm bao gm:- Yu t vt cht: c tnh vt l, ho hc ca sn phm.- Yu t phi vt cht: Nhn hiu, tn gi, cch nhn bit, thng tn v tp qu

thhiu, thi quen v cc n lc marketing m cng ty hng ti.

Thuc l mt loi hng ho c bit, nh hng ti sc kho v tnh mng cngi bnh. V vy cc c tnh ca thuc nh: Cht lng thuc , p ng sinh hthun tin trong vic s dng, dng bo ch, ng dng thuc, cch dng, tc dkhng mong mun, nghin cu v pht trin sn phm mi ng mt vai tr qua

trng trong chnh sch sn phm.Cc chin lc trong chnh sch sn phm. Chin lc pht trin theo chu k sng ca sn phm.

Chu k sng ca sn phm l khong thi gian sn phm tn ti trn th trv c khch hng chp nhn.

Mi sn phm c mt chu k sng khc nhau, c sn phm c chu k sndng xm nhp, c sn phm c dng ti chu k v c sn phm li c dng ttrng n nh.

Nhn chung chu k sng ca mt sn phm c dng in hnh sau:

Hnh 1.1: S chu k sng ca sn phmChu k sng sn phm gip cho cng ty c c nhng mc tiu, nhng tha

i chin lc marketing cho hp l trong tng giai on.

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Chin lc pht trin danh mc sn phm.Mi cng ty thng c cch la chn danh mc sn phm hng ho khc nhau

nhng la chn ny tu thuc vo mc ch m cng ty theo ui. a s cc cng tythng vn dng chin lc a dng ho sn phm lm mc tiu, h khng ch xdng c cu mt sn phm kinh doanh, m nhiu loi sn phm.

Danh mc sn phm l tp hp tt c cc mt hng m cng ty c kh nncung ng ra th trng. Danh mc sn phm c phn nh qua chiu rng, chidi, chiu su.

Chiu rng: L tng s cc nhm chng loi sn phm do cng ty sn xut

Chiu di: L tng s nhng mt hng thnh phn trong mi chng loi.Chiu su: L s lng nhng mu m trong cc mt hng, loi hng ni trn.Mc tiu ca vic pht trin danh mc sn phm l nhm duy tr v ngy cn

tng cc ch tiu v li nhun v chim lnh th trng. y l mc tiu khch quaca mi cng ty v trong c ch cnh tranh, th trng ca cng ty c xu hng b cli.

Chin lc ny ng thi gip cho cng ty c c nhng phn ng linh hothch ng vi nhng bin ng ca th trng.

Chin lc pht trin sn phm mi.Do nhng thay i nhanh chng v th hiu, cng ngh, cnh tranh. Mun ph

trin cc cng ty khng ch da vo nhng sn phm hin c m h phi c chntrnh thit k sn phm hng ho mi.

Sn phm mi l nhng sn phm ln u tin c cng ty a ra cho b

trn th trng. Theo quan im marketing sn phm mi y l nhng s phm mi v nguyn tc, nhng phng n ci tin hay nhng hng ho hin c ci tin, cng nh nhng nhn hiu mi, kt qu ca vic nghin cu, thith nghim ca cng ty sn xut.

Thuc l mt loi hng ho c bit c hm lng khoa hc k thut cao, nhng x hi rng ln, i hi khng ch tri thc a ngnh m c tnh nhn o ssc, nn chi ph cho vic nghin cu, sn xut mt thuc mi thng rt tn km.

Vi cc doanh nghip dc trong nc, do u t cho vic sn xut mt thumi rt tn km nn vic pht trin nhng sn phm mi cn rt hn ch, h yu nghin cu cc sn phm mi v ng dc, cn vi thuc tn dc cc cng

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ny ch yu nhp nguyn liu, hot cht c cc nc v sn xut thnh cthnh phm c dng s dng ph hp vi ngi Vit Nam hoc l nhp thnh phca cc cng ty nc ngoi.

2.3.2-Chnh sch gi.Chnh sch gi l vic quy nh mc gi bn ca cc sn phm cho ph hp

vi tng mt hng, tng i tng khch hng, tng thi im khc nhau v phhp vi mc tiu ca cng ty.

Trong cc bin s ca marketing th bin s v gi nh hng trc tip ti t phn, ti doanh thu v li nhun thc t ca cng ty.

Cc yu t cn xem xt khi nh gi.-Yu t ni ti'. Bao gm mc tiu ca marketing ( ti a ho li nhun, dn

u v th trng, dn u v cht lng), gi v cc bin s khc ca marketing, ph sn xut, c tnh ca sn phm.

-Yu t bn ngoi: Khch hng v cu th trng, cnh tranh v th trng vcc yu t bn ngoi khc nh mi trng kinh t, thi ca cc ngnh cc cp.

Thuc l mt loi hng ho c bit nn ngoi cc mc tiu ca marketing ncn mang tnh x hi, tnh nhn o, mc tiu chm sc sc khe cho nhn dn, ccyu t ny cng nh hng n gi thuc.

C nhiu phng php nh gi, tu theo tng sn phm, thi im m lchn phng php nh gi cho ph hp.

Cc phng php nh gi c bn. nh gi da trn ch ph.

Chi ph bin i + Chi ph c nhChi ph n v = -----------------------------------------------S lng tiu th

Chi ph n vGi cng li =---------------------------------------------

(1- Li d kin trn doanh s bn )

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nh gi theo li nhun mc tiu.

Cng thc: Li nhun mong munGi theo li nhun mc tiu = Chi ph n v + -------------------------------S lng tiu th

d phng s lng bn d kin l khng chnh xc hoc linh hot tronvic a ra cc mc gi bn, tng ng vi khi lng bn c th t li nhun mtiu, ngi lm gi c th s dng th im ho vn.

Chi ph c nh

Khi lng ho vn = --------------------------------------------------Gi - Chi ph bin i n v

Chi ph c nh + Khi lng li nhun mc tiuKhi lng bn t li nhun = ---------------------------------------------

Gi- Chi ph bin i n v

Doanh thu,Chi ph (I)

o Q1 Q2 Khi lng bn hng (Q ) Hnh 1.2: S th im ho vn

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nh gi da trn gi ca i th cnh tranh.

nh gi sn phm ca mnh, cc cng ty thng xut pht t gi ca th cnh tranh v t quan tm ti chi ph sn xut hay nhu cu ca th trng. Thecch nh gi ny cng ty c th nh gi sn phm ca mnh thp hn hoc ngan bng gi ca i th cnh tranh khi cng ty tham gia vo th trng vi nng lcnh tranh yu hn hoc ngang bng vi i th cnh tranh. Cng ty c th mc gi cao hn gi ca i th cnh tranh khi sn phm ca cng ty c nhng khc bit v c khch hng chp nhn.

Cc chin lc trong chnh sch gi. Chin lc mt gi.Doanh nghip a ra mt mc gi nh nhau cho cc i tng khch hng kh

nhau trong cng mt iu kin c bn v cng khi lng.- u im: Gip cng ty m bo c li nhun, duy tr uy tn trong kh

hng, nh gi v qun l gi c d dng.-Nhc im: Dn ti tnh trng khng linh hot v cng nhc v gi. Chin l

ny c nhiu cng ty dc phm p dng v n ph hp vi mc tiu ca ngnhthuc bn ra phi ng gi v cn m bo c uy tn v cng ty v sn phm.

Chin lc gi linh hot.i vi tng khch hng khc nhau cng ty a ra cc mc gi khc nhau trong

cng mt iu kin c bn v cng khi lng. Chin lc gi ht vng.

Nhm thu c li nhun ti a cc cng ty nh gi rt cao khi a sn phvo th trng.

Cc cng ty thng nh gi cao trong cc trng hp sau: Sn phm mi voth trng, sn phm c nhng c tnh ni tri so vi cc sn phm khc cng lonhu cu cao t pha khch hng.

i vi ngnh dc th chin lc ny hay c cc cng ty c uy tn, c s phmc quyn v nhn hiu c quyn p dng.

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Chin lc gi xm nhp th trng.Mt s cng ty xc nh cho sn phm ca mnh gi tng i thp vi hy vn

thu ht c nhiu ngi mua v ginh c th phn ln. Trong kinh doanh d phm chin lc ny hay c cc cng ty va v nh p dng. Chin lc gi n theo.

l vic cng ty nh gi thp cho nhng sn phm ca mnh c sn xuging vi sn phm ca cc cng ty c uy tn trn th trng.

Chin lc ch ng tng gi.Trong mt s trng hp buc cc cng ty phi tng gi sn phm ln nh: D

lm pht dn n tng chi ph sn xut, do s tng ln ca nhu cu. Trong cnc trng hp cng ty ch ng tng gi tng li nhun trong khi cc chi phkhc khng thay i.

Chin lc ch ng gim gi.Trong mt s hon cnh nh: tng ti a nng lc sn xut, th phn b th

hp do cnh tranh, mun chim lnh th trng th cng ty tin hnh gim gi s phm xung. Chin lc gi ng tr.

Gi c gim xung cng vi chi ph. Chin lc ny ch p dng khi doanhnghip ng v tr tn cng i vi cc doanh nghip cnh tranh. nhm mch lm cho cc doanh nghip khc kh nhy vo th trngv loi b cc i thyu.

Chin lc nh gi o.L chin lc nh gi cao hn gi cn bn sau kt hp vi cc chnh sch

phn phi, khuyn mi thc y vic bn sn phm vi "gi thc" thp hn nhkch thch ngi mua.

2.3.3-Chnh sch phn phi.Mt b phn quan trng trong hot ng marketing ca doanh nghip l ho

ng phn phi. Hot ng phn phi gii quyt vn hng ho, dch v c nh th no n ngi tiu dng. Cc doanh nghip t chc qun l hot ng ph phi thng qua cc h thng knh phn phi.

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Theo quan im marketing, knh phn phi l tp hp cc doanh nghip v cnhn c lp hoc ph thuc ln nhau tham gia vo qu trnh a hng ho t nsn xut ti ngi tiu dng.

Cc phng thc phn phi. Phng thc phn phi trc tip.

Doanh nghip phn phi sn phm ca mnh ti ngi tiu dng khng thnqua cc phn t trung gian.Cc thnh phn tham gia vo phn phi trc tip: Gm ca hng, chi nhnh trthuc ca cng ty.

Knh phn phi trc tip.

Phng thc phn phi gin tip.Doanh nghip phn phi sn phm ti ngi tiu dng thng qua cc phn t

trung gian. Cu trc knh phn phi ph thuc vo s phn t trung gian tham givo phn phi, s phn t trung gian cng nhiu th cu trc knh cng phc tp vcp knh phn phi cng ln.

Knh phn phi gin tip.


23/61

Thuc l mt loi sn phm c bit phi m bo cht lng trong sut tgian phn phi, ng thi thuc phi phn phi ng ni, kp thi gian, ng tng, ng chng loi. V vy vic xc lp knh phn phi ng mt vai tr quatrng.

Cc cn c xc lp knh phn phi thuc: c tnh ca hng ha (nguynliu lm thuc, thuc c A,B, thuc tn dc, thuc hng tm thn); chilc kinh doanh ca cng ty, phm vi hot ng ca doanh nghip, cc pht trung gian, i tng khch hng.

Cc chin lc trong chnh sch phn phi Chin lc phn phi mnh.L chin lc m nh kinh doanh phn phi rng khp v ti a sn phm c

mnh trn th trng. S dng h thng trung gian ln. Cc sn phm thuc ph phi theo chin lc ny gm cc thuc O.T.C.

Chin lc phn phi chn lc.

L chin lc la chn mt s trung gian c kh nng phc v tt nht cho hng phn phi ca nh sn xut trn mt s khu vc th trng, chin lc ny gcho doanh nghip tit kim c chi ph, thi gian, loi b c mt s trung gkm hiu qu, c th kim sot c th trng v t mc tiu m rng th trChin lc ny c s dng cho cc thuc chuyn khoa, cc thuc phi k n, csn phm c bit...

Chin lc phn phi c quyn.

L vic ch chn mt trung gian duy nht mi khu vc th trng, c quy phn phi sn phm ca doanh nghip. Sn phm qua phn phi c quyn nh xut kim sot c mc gi trn th trng, cc loi hnh bn hng, cc tiu chuv dch v lu thng th trng, nh sn xut c c s ng h ti chnh, khhng ca cc trung gian.

2.3.4-Chnh sch xc tin v h tr knh doanh.y l chnh sch b ni to nn hnh nh ca cng ty trn th trng. C va

tr quan trng, l cng c thc hin chin lc chung marketing. N gip ng bn v ngi mua gp nhau, tha mn nhu cu ngi mua v gim c ritrong kinh doanh.

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Trong nn kinh t th trng nhiu cng ty dc phm xm nhp vo th trnVit Nam, h s dng nhun nhuyn cc cng c trong chnh sch xc tin v h tkinh doanh, thm ch cn thng mi ha cc thng tin ch thc vn c ca thugy nh hng ti vic cho toa, nh hng ti vic hng dn s dng thuc canh chuyn mn, gy nn vic s dng thuc khng an ton v hp l cho ng bnh. nng cao qu trnh s dng thuc an ton v hp l, B Y t c vn bquy nh thng tin qung co thuc (Q 322/BYT ngy 28/2/1997).

Cc chin lc dng trong xc tin v h tr kinh doanh. Chin lc y.

Chin lc y i hi phi s dng nhn vin bn hng v kch thch cc pht trung gian thc y hng ha theo knh lu thng hng ha.

Hnh 1.3: S ca chin lc y

i vi thuc chin lc y thng c p dng cho nhng thuc c tns dng ln nh: Thuc s dng khng phi theo n. Chin lc ko.

L chin lc thu ht ngi tiu dng n vi hng ha, chin lc ny i h

chi ph cao cho qung co v kch thch ngi tiu dng nhm mc ch hnh thnhnhu cu t pha h.Mua Mua

Hnh 1.4: S ca chin lc koThuc c s dng cho bnh nhn, nhng ngi quyt nh s dng thu

khng phi l bnh nhn m l cc thy thuc k n. Cho nn i tng tron

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chin lc ko ca cc cng ty dc phm l cc thy thuc k n, v thng dng chin lc ny i vi nhng thuc chuyn khoa, thuc phi k n.

Cc cng c dng trong xc tin v h tr kinh doanh:Cc cng c Hnh thc th hin

Qung co

Tp ch v bo, i pht thanh v truyn hnh, qungco ngoi tri ( Pano, p phch,bng ron,...), qu tng, binqung co, catalo, nin gim, thng bo, qung co trn

cc vt phm ( ti, s sch, ng h, bt,...)

Tuyn truyn

Hi tho khoa hc, hp bo, ni chuyn, bo co

nm, bo tr, tuyn truyn trn cc tp ch chuyn ngnh, pht hnh tp ch, bo co khoa hc, bo co kinh nghims dng thuc

Kch thch tiu th

Ph bin mu, phiu mua hng, nhn hng tr li, giu i, thng, phiu lng thng, b tr khi mua hng,

cp hng min ph, hi ch trin lm, dng th min ph,ti tr, bn hng c khuyn mi.

Bn hng trc tip Ngi giao hng, ngi gii thiu thuc, ngi to

nhu cu, ngi tip nhn n hng, cc dch v km theo.

Qung co.L nhng hnh thc truyn thng khng trc tip, c thc hin thng qu

nhng phng tin truyn tin chuyn cc thng tin v sn phm. i vi thuth qung co phi m bo cht lng thng tin cao, ngn gn, r rng, ph hp v

tng phng tin qung co, m bo tnh php l, m bo tnh ngh thut, b, a dng v ph hp vi kinh ph. Cm qung co cc thuc cha c SDK, SD ht hn v khng nm trong danh mc thuc c qung co ca B Y t.

Tuyn truyn.L vic kch thch mt cch gin tip, ph bin trong kinh doanh dc phm l

hi tho, gii thiu thuc.Bo co vin phi l ngi c chuyn mn, c nhiu kinh nghim trong s

dng cc sn phm nh hi tho.

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Cc t chc nc ngoi mun hi tho gii thiu thuc phi phi hp vi v y t ca Vit Nam v phi chu trch nhim cc hot ng trong thi gian din hi tho.

Trong vng 10 ngy k t khi hi tho kt thc n v t chc hi tho phgi bo co bng vn bn kt qu ca cuc hi tho ti S y t tnh ( ni nng k ni dung hi tho ).

Kch thch tiu th.L s dng nhiu phng tin tc ng kch thch nhm y mnh v tn

cng phn ng p li ca th trng, kch thch tiu th bao gm kch thch ng

tiu dng, kch thch khu vc thng mi, kch thch nhn vin bn hng. Bn hng trc tip.

Hin nay nhiu cng ty dc phm s dng i ng trnh dc vin tuytruyn v sn phm ca cng ty. Trong lnh vc dc phm hnh thc bn hng trtip c s khc bit so vi cc ngnh khc. Nhn vin bn hng l nhng ngi cchuyn mn, c hun luyn, o to, c xc nhn c kin thc v nhthuc m h c gii thiu. Cc trnh dc vin c nhim v thng tin qung cv sn phm m h c ti cc cn b chuyn mn ( Bc s, Dc s), hng s tidng vo sn phm ca cng ty mnh, ng thi thu thp cc thng tin phn hi pha khch hng, t cc thy thuc k n v tc dng ph, phn ng c hi, .... csn phm v kp thi bo co li cho cng ty.

4- THC TRNG CA VIC NG DNG CC CHNH SCH MARKETING TRN TH TRNG THUC TRONG NHNG NM GN Y.

Hin nay th trng dc phm Vit Nam ang din ra kh si ng vi scnh tranh gay gt gia cc cng ty trong v ngoi nc. Trong mi trng cntranh nh vy, cc cng ty khng ngng nng cao vic ng dng cc chnh schmarketing trong hot ng ca mnh. Tuy nhin do c s khc nhau v cc mt nhnhn lc, ti chnh... v mc ch kinh doanh ca mi cng ty m hot ngmarketing cng c s khc nhau.

i vi cc cng ty nc ngoi, h l nhng ngi i tin phong trong lnh v

marketing. Bng kinh nghim ca mnh cng vi tim nng ln, cc cng ty nngoi chim u th trong lnh vc marketing. Cc cng ty hng u th gii thnu t nhiu cho vic nghin cu, to ra cc sn phm mi c cht lng cao, n

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l cc thuc chuyn khoa, nh gi cao cho cc sn phm ny, phn phi chngthng qua cc cng ty phn phi quc t c uy tn. Chnh cc chin lc ny lmcho uy tn ca cc cng ty ny ngy cng tng trn th trng. Bn cnh phhp vi tnh a dng ca th trng h cn p dng cc chin lc nh: a dng hsn phm v cc mt nh chng loi, dng bo ch, ng dng, v phn phi

phm bng nhiu hnh thc v knh phn phi khc nhau. Cc cng ty nh ca cnc nh: n , Hn quc trong chin lc hot ng kinh doanh ca mnh, ccng ty ny khng u t nhiu cho vic nghin cu pht trin sn phm mi mthng ch trng to ra sn phm theo sn phm ca cc cng ty c uy tn tr

th trng bng chin lc n theo. Sau li nh gi thp cho sn phm ca mnhiu khi thp hn nhiu so vi gi sn phm gc, ng thi phn phi mnh ti ht cc th trng y mnh qu trnh tiu th sn phm.

i vi cc cng ty trong nc ngy cng u t nhiu hn vo ngun lc sxut trong nc, nng cao cht lng, mu m, bao b v dn khng nh ctr ca mnh trn th trng. pht trin sn phm mi, cc cng ty trong nc cyu nghin cu nguyn liu, ha cht c cc nc sau nhp v sn xutcc thnh phm ph hp vi ngi Vt nam hoc c th nhp khu thnh phmnc ngoi. Mt khc trong chnh sch gi cc cng ty trong nc s dng rnhiu chin lc gi nh: nh gi cao cho sn phm, gi xm nhp, gi linh hochin lc mt gi... . Nhng nhn chung gi ca cc cng ty trong nc kh linhot v thng thp hn nhiu so vi gi ca cc cng ty nc ngoi, to ra mttrng a cp gi. Trong phn phi, cc cng ty s dng nhiu chin lc v k

phn phi khc nhau, trong hay c s dng l chin lc phn phi mn phn phi sn phm ti nhiu th trng khc nhau. ng thi mt s cng ty thhin phn phi ngn trc tip, phn phi sn phm ca mnh thng qua cc chng, chi nhnh trc thuc ca cng ty m khng thng qua cc phn t trung gianCc cng ty thng phn phi sn phm trc tip vo cc bnh vin, nh thuc.

Chnh sch xc tin v h tr kinh doanh l b ni ca hot ng marketingCc phng tin nh: Qung co, tuyn truyn, kch thch tiu th v bn hng tr

tip c cc cng ty trong v ngoi nc p dng mt cch linh hot v snto vi nhiu hnh thc th hin khc nhau, tuy nhin cc cng ty nc ngoi vchim u th, h tn dng ti a v th mnh ny mt cch bi bn, chnh th

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v chuyn su nh: Hi ngh, hi tho, ni chuyn chuyn .... Bn cnh nhihnh thc kch thch tiu th phong ph, c cc cng ty vn dng c hiu qutrong qu trnh t c doanh s v li nhun. Song mt s cng ty dc phm xu hng lm dng hnh thc ny, dng li ch vt cht (tin mt, qu tng c tr cao) rng buc ti vic k n ca cc dc s, bc s. Thuc c cc cng gi mt s nh thuc ln xung quanh bnh vin, cc bc s k n ra cc nhthuc v tu theo s lng v tn sut k n bc s s nhn c tin mt hqu tng t chn nh: Tivi, in thoi di ng, bn l, qut.... Nhng thuc ththng nh thuc b, cc thuc cnh tranh ln nh khng sinh, thuc gim a

thuc khng vim khng steroid c t l trch thng cho bc s k n thng rcao t 7-10% gi tr ca n thuc. Vi cc thuc khc thng t 3-5%. Mt s s phm nhp khu c nh gi cao, trong trng hp ny mt s cng ty thkt hp vi yu t marketing phi o c nh tng t l chit khu cho khch htng t l trch thng cho bc s k n.... Hu qu ca cc hnh thc ny tht hi, nh hng trc tip ti ti tin bnh nhn, o c ngh nghip ca ngithuc v chnh uy tn ca cc cng ty. Mt s bc s do chy theo mc thng k

n nhiu thuc t tin, nhiu loi thuc trong mt n. Thm ch c n k thuc cng nhm, cng tc dng.

Tnh hnh cnh tranh ngy cng cao trong lnh vc dc phm, to sc ln cc trnh dc vin ca cc cng ty. Nhiu trnh dc vin do chy theo mkhon doanh s v li nhun bng mi cch t c mc tiu ca cng ty ra. Cc cch s dng khng ph hp vi marketing dc nh: Dng li ch vt ch rng buc cn b y t trong vic k n, tiu th thuc. Thng tin v sn phkhuych i so vi s tht, c nhng thng tin cha c php ca B Y t.

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PHN n : I TNG, NI DUNG, PHNG PHP

1.- I TNG NGHIN c

Hot ng marketing, chnh sch marketing ca Cng ty c phn Dc PhmTRAPHACO

2. NI DUNG NGHIN CU Nghin cu s vn dng cc chnh sch Marketing thng qua cc ch tiu:

Chnh sch sn phmChnh sch giChnh sch phn phiChnh sch xc tin v h tr kinh doanh

3. PHNG PHP NGHIN CUQu trnh nghin cu marketing c tin hnh qua cc bc sau:

Tin hnh thu thp s liu v hot ng kinh doanh t cng typ dng mt s phng php phn tch thng dng thng dng nh:

Phng php so snh, nhn quPhng php phn tch lgicPhng php biu din bng biu

- Phn tch cc s liu nh gi hiu qu trong kinh doanh v lnh vc

marketing

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PHN r a : KT QU NGHIN CU V BN LUN1- LCH S PHT TRIN CA CNG TY

Cng ty C phn dc - Thit b y t- B Giao thng vn ti TRAPHACc hnh thnh trong xu th c phn ha cc DNNN, chuyn i t cng ty dcThit b vt t y t TRAPHACO. Tin thn ca cng ty l Xng sn xut thung st, c thnh lp nm 1972 vi nhim v sn xut thuc cho cn b nvin ngnh ng st theo hnh thc t sn, t tiu.

Thng 6- 1993 chuyn i thnh X nghip sn xut thuc ng st, t h

ton kinh doanh trong lnh vc kinh doanh sn xut cung ng thuc.Thng 5-1994 i tn thnh Cng ty dc v Thit b y t- B Giao thng v

ti, chc nng bao gm c sn xut v mua bn dc phm, vt t, thit b y t.Thng 10-1999 c c phn ha thnh Cng ty c phn dc v thit b vt

y t B Giao thng vn ti, theo ch trng ci cch i mi nng cao sn xkinh doanh ca chnh ph.

Thng 7-2001 i tn thnh cng ty c phn TRAPHACO vi mc ch kinhdoanh chnh:

- Sn xut kinh doanh dc phm, ha cht, vt t v thit b y t.- Pha ch thuc theo n.- Thu mua, nui trng, ch bin dc liu.- Sn xut, bun bn m phm.- T vn sn xut, dch v khoa hc k thut, chuyn giao cng ngh tro

lnh vc dc.- Kinh doanh xut nhp khu thuc.

T khi thnh lp n nay, nht l sau khi thc hin c phn ha thng 10-199cng ty c nhng bc pht trin mnh m. Ngoi vic sn xut thuc chm sc khe cho cn b cng nhn vin ngnh giao thng vn ti, cng ty cn sn xucung ng thuc chm sc sc khe cho nhn dn trong ton quc. Hin nay cng t c mt danh mc thuc kh phong ph vi nhiu dng thuc v cng dng khnhau, bn cnh cc thuc c ngun gc lu i cng ty cn sn xut nhng thumang tnh thi v. Mt s sn phm ca cng ty nh Hot huyt dng no, S

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mt, H th , Artemether... vn ra th trng nc ngoi : Chu u ( B, Phcc nc SNG), Chu Phi(Angola, Nam Phi,).

Cng ty c phn Dc- Thit b y t TRAPHACO c tr s ti 75 Yn ninh Bnh H ni vi s lng cn b cng nhn vin l 400 ngi. T l cn b c tr i hc, trn i hc cao chim 1/3, trong trn 100 dc s i hc. C phnghin cu v pht trin vi 25 dc s i hc, thc s. i ng cn b ca cnghng nm c o to mi v o to li vi ngn sch o to 300 triu n 7triu mi nm. Hp tc cht ch, tp hp lc lng khoa hc t cc Vin, trng i hc to ra sc mnh mi cho doanh nghip.

Trong qu trnh tn ti v pht trin cng ty c phn Dc-Thit b y tTRAPHACO cng gp khng t kh khn nhng bng s n lc, khng ngn pht trin cng ty dn khng nh c v tr ca minh trn th trng.

2- T CHC HOT NG MARKETING TRONG DOANH/ NGHIP.

M hnh t chc mang c th ca mt doanh nghip c phn: ng ui hi ng c ng c thm quyn cao nht quyt nh mi vn quan trlin quan n s tn ti v pht trin ca cng ty. i hi ng c ng bu ra Hng qun tr thay mt cc c ng thc hin cc chc nng ca ch s hu i cng ty, ng thi bu ra Ban kim sot thanh tra, kim tra mi hot ng sxut kinh doanh ca cng ty. Hi ng qun tr trong ng u l Ch tch hng qun tr bu ra Ban gim c iu hnh hot ng hng ngy ca cng ty. Bgim c iu hnh chu trch nhim ch o trc tip thng qua cc phng chnng, cc qun c phn xng.

Traphaco l mt cng ty mi pht trin nn cha c b phn Marketing hong c lp m cn lng ghp vo cc phng khc nh phng nghin cu v phtrin (nghin cu sn phm mi, nghin cu th trng, nghin cu mu m bao phng kinh doanh (m bo sn xut kinh doanh, tiu th sn phm, tip th, qu

co).

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H c ngHQT BKS

BG iu hnh

Khisx

Phn xngthuc dng

ngoi

Phn xngthuc ung

Phn xngc in

Phn xngthc nghim

h>

->

L-

Phn xngs ch

Phn xngvin nn

Phn xngthuc bt

Phn xngvin hon

Khi phc vsx

I

Phng kthut

Phng m bo cht

lng I

Phngnghin cu

Phng kimtra chtlng

Khi vn phng

Phng t vn

Phng kinhdoanh

Phng tichnh k ton

T th trng

----------------- : Quan h trc tuyn : Quan h kim sot

---------------- : Quan h chc nng Hnh 3.1: S t chc ca TRAPHACO

T s trn ta thy, c cu t chc ca cng ty theo dng trc tuyn - ch

nng l mt kiu c cu kt hp ca c cu trc tuyn v c cu chc nng. Tkiu c cu ny, ngi th trng c s gip sc ca cc phng chc nng, chuyn gia, cc hi ng t vn trong vic suy ngh, nghin cu, bn bc tm nh

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gii php ti u cho nhng vn phc tp. Tuy nhin quyn quyt nh vn thv th trng. Nhng quyt nh qun l do cc phng chc nng xut khi

th trng thng qua, bin thnh mnh lnh c truyn t t trn xung di tuyn quy nh. Cc phng chc nng c trch nhim tham mu cho ton b hthng trc tuyn, nhng cc phng chc nng khng c quyn ra lnh cho cc phxng, cc b phn sn xut. Kiu t chc ny va pht huy nng lc chuyn mca cc b phn chc nng, va m bo quyn ch huy ca h thng trc tuyn.

3- P DNG CC CHNH SCH MARKETING.

3.1. p dng chnh sch sn phm.Chnh sch sn phm ng mt vai tr quan trng trong cc chnh sch ca

marketing. Chnh sch sn phm hp l s to c u th cng nh s khc bitcc cng ty khc. xy dng v pht trin danh mc sn phm, cng ty thng cc vo cc yu t: M hnh bnh tt, khch hng mc tiu; ngi gi v tr em; sn phm hin c trn th trng; cc quy ch hin hnh v dc phm; vai tr

cng ty trong cung ng v phn phi thuc; kh nng kinh doanh ca cng ty (nhlc, ti chnh...).

hon thnh tt nhim v cung ng thuc cho ngnh giao thng vn ti vnhn dn trong ton quc, cng ty thc hinchin lc a dng ha sn phm. Nhnchung sn phm ca cng ty gm ba nhm chnh: Nhm thnh phm, nhm s phm nguyn liu lm thuc, nhm y c

- Nhm thnh phm: Bao gm hai nhm chnh l nhm thnh phm tn dnhm thnh phm ng dc sn xut ti cng ty:

+ Nhm thnh phm tn dc: Ch yu cng ty kinh doanh nhng sn phm sn xut, ng thi lm phong ph thm danh mc sn phm cng ty cn thgia kinh doanh mt s mt hng nhp khu ca cc hng nc ngoi.

+ Nhm thnh phm ng dc: y l nhm thnh phm chim t trng lca cng ty. Cng ty ch ng a ra mt s chin lc u t ngun dc liuvo n nh v cht lng. i vi ngun dc liu t nhin, cng ty ch khoanh vng dc liu khi c hng u t mt mt khai thc, bo tn v ptrin bng cch khuyn khch u t hng dn cho nng dn trng trt, ,bo

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cy thuc v thu mua c k hoch, cung cp cy trng ngay sau khi thu hoch. Mkhc t chc lin doanh vi cng ty x nghip dc Cao bng, Bnh lc, Lo ca

ch bin ti ch nhm thu c dc liu c cht lng c tiu chungim chi ph vn chuyn, p ng kp thi trong thi v thu hi cy thuc.

Vi cch lm nh vy, cng ty ch ng trong thu mua v ch bin ti ch bo tn cc cy thuc trong nhn dn, trng trt cc dc liu him, to c ngdc liu n nh c v s lng v cht lng, tiu chun ha v kim sot ungun dc liu, gim chi ph, n nh cht lng.

Ngoi ra cng ty cn phi hp vi cc c quan qun l, chuyn mn v bch t chc cc bui hi tho, hi ngh to m v dc liu, dc liu sch, c phm t dc liu nhm a vn ra cng bn bc, tm cc gii php thch nh: hi ngh Pht trin dc liu phc v s nghip chm sc sc khe nhn v gp phn xa i gim ngho cho ng bo cc tnh min ni pha bc ti Sathng 1/2002; hi tho quc t v mng li hot ng nghin cu, s dng, bv pht trin bn vng cy thuc Vit nam, Lo ti Ba v thng 3/2002; ta

Hy cho dc liu mt c hi ti H ni thng 6/2002, cc hi tho v AmpeCadep...

Vi chin lc pht trin ngun dc liu nh vy, hin nay ngun dc ca cng ty khng ch p ng cho sn xut trong cng ty m cn cung cp ngunguyn liu cho mt s cng ty khc trong vic sn xut cc thuc c ngun gng dc.

Mt s chin lc trong chnh sch sn phm.3.1.1- Chin lc pht trin danh mc sn phm.Do c th ca cng ty l cung ng thuc cho ngnh giao thng vn ti v

nhn dn trong ton quc, mi vng c mt m hnh bnh tt khc nhau, nhu cu dng thuc cng khc nhau, cng ty c chin lc a dng ha danh mc sn ph Nhn chung sn phm ca cng ty bao gm cc nhm chnh sau:

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Bng 3.2: Dng s dng khc nhau ca cng mt bit dc H th .STT Dng bo ch Gi (VND)

1 Cm, hp 10 giX 3g 9.0002 Vin bao ng, hp 5 vX 20 vin 18.0003 Cm, hp 1 lX lOOg 19.0004 Vin bao film, hp 5 vX 20 vin 36.000

Bng 3.3: Cc dng s dng khc nhau ca cng mt hot cht

Ketoconazol.STT Dng bo ch Gi(VND)

1 Vin nn, hp 1 vX 10 vin 16.0002 Cream, tube 10g 3.500

Nhn xt: Cng mt hot cht, mt bit dc cng ty c th c nhiu d

bo ch khc nhau, iu ny rt ph hp vi i tng phc v ca cng ty tri trong ton quc, mi khu vc, mi khu dn c c m hnh bnh tt khc nhau, nhcu s dng thuc cho cc la tui cng khc nhau v mc thu nhp khc nhaChin lc ny gip cho cng ty p ng c nhu cu thuc cho cc i tkhc nhau, vi kh nng chi tr khc nhau v ngy cng p ng thuc chm ssc khe nhn dn.

3.1.3- Nghin cu bo ch sn phm c s khc bit v ni tri.

Mt sn phm mi mun thu ht c ngi tiu dng th chng cn phi c nhng c tnh u vit so vi cc sn phm c trn th trng. Cng tyvn dng chnh sch ny khi nghin cu a ra th trng nhng sn phm mi, hin:

- Cc sn phm mang tn ch mu ca nhiu c s sn xut c nhn quen dng di cc dng bo ch cao lng, vin hon cng, vin hon mm. D bo ch mi m cng ty a ra th trng l vin nang, dng bo ch ny c u il d s dng v bo qun nn ngy cng c ngi tiu dng tn nhim.

- Sn phm Levigatus cng c cng ty p dng chnh sch ny, do kh hvit nam nng m, t l ngi mc bnh da liu kh cao. Trn th trng xut

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nhiu sn phm ca cc hng nc ngoi v bnh da liu ch yu l cc dng v m bi v nhiu bit dc t doanh s bn ln. Tuy vy, th trng thuc da

trong nc cn rt hn ch, cc cng ty trong nc ch yu to ra sn phm ddng thuc vin, tim, hu nh khng ch trng vo dng thuc m v ch c mtt cng ty sn xut dng ny. Nm bt c tnh hnh , vo u nm 2001 cng cho ra th trng sn phm Levigatus dng thuc m. tao s khc bit vi sn phm khc cng ty phi hp khng sinh Cetrimid v dch chit ngh. Ngotc dng chng nhim khun sn phm cn gip chng lnh so v c th trnhanh chng chp nhn.

3.1.4- Chin lc n theo ( nhi mu m bao b sn phm )ng thi vi qu trnh nghin cu sn phm mi, cng ty sn xut mt

sn phm ging vi sn phm ca mt s cng ty c uy tn trn th trng thqua hnh thc n theo. Qua iu tra thu c kt qu sau:

Bng 3.4: Mt s mt hng nhi ca TRAPHACO

Tn sn

phm caTraphaco

Mt hng nhi- Nh sn xut Hot chtHnh thc

nhi

Fenxicam Felxicam - Ho yan Har SdnBhd-Malaysia Piroxicam

Tn v bao bsn phm

Trafedin Nifehexal- Hexal AG- c Nifedipin Bao b sn phm

Captopil Captopril - Bungaria Captopril Bao b sn

phm

Trajordan Appeton with lysine-Kotrapharma- MalaysiaL- lysinhydroclorid

v cc VitaminBao b sn

phm

Fluocin Flucinol - Lyka labs- N FluocinolonTn v bao b

sn phm

Nhn xt: Qua bng trn ta thy cc sn phm nhi ca cng ty ch yu l thuc tn dc khng phi l th mnh ca cng ty . tng kh nng cnh trcho cc sn phm ny trn th trng cng ty nh gi thp cho cc sn phm trChin lc ny t ra hiu qu, ph hp vi ngi Vit Nam do dn tr cn thp


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qun l cha cht ch ca nh nc; Bn cnh xu hng ca ngi Vit namthch snh ngoi, thch cc sn phm ni ting c qung co kh bi bn nh

li thch gi r. Mt khc nhng sn phm ny c cng thnh phn hot cht vth c tn sn phm, hnh thc mu m bao b gn ging nh sn phm ang chy trn th trng khi cng ty s gim c chi ph qung co, chi ph tm hv nhu cu sn phm nn thng mang li li nhun cao. Tuy nhin khi cc phm ny c tiu th trn th trng cng nh hng ti th phn ca cc phm ca cc cng ty c uy tn do t l khuyn mi cho bc s, ngi bn hthng cao dn n cnh tranh khng lnh mnh trn th trng thuc. Nh v y cng ty p dng chin lc marketing - mix trong hot ng marketing, bit l chnh sch sn phm v chnh sch gi

3.1.5- Chin lc pht trin sn phm mi hng vo thuc ng dc.Do nhng thay i mau chng th hiu ca ngi tiu dng, thay i cn

ngh, cnh tranh, cng ty khng th ch tn ti v pht trin bng nhng sn phhin c. Bn cnh , chnh sch thuc quc gia ca Vit Nam l tp trung nng ccht lng thuc y hc c truyn, ng thi quan tm n th hiu ca ngidng c xu hng mun quay v s dng thuc c ngun gc dc liu, nn cnrt ch trng vo vic nghin cu sn phm mi t dc liu v rt thnh c Ngun vn u t cho nghin cu pht trin sn phm mi tng t 1% doanh nm 1996 ln5% doanh thu nm 2002. Trong 97 mt hng ca cng ty hin nay,mt hng ng dc c 43, chim 44,3%. T l ny kh cao so vi c nc vcao so vi cc doanh nghip quc doanh vn thng ch tp trung sn xut thuc tn dc.

Bng 3.5: T l thuc ng dc/tng s sn phm ca Traphaco v cc cng t khcTn Traphaco CTDP H Ty XNDLH Hu

GiangCTDP H Nam

Thuc ng dc43 15 12 32Tng s 97 155 165 135Phn trm% 44,3 9,6 7,2 23,7 Ngun: Traphaco, CTDP H Nam, CTDP H Ty, XNDLH Hu Giang 05/ 2003)

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sn phm mi c uy tn v chim thphnln trn th trng cng ty khngngng gia tng gi tr u vo nhm tch lu cao v cht lng sn phm. Cc

phm trin khai t kt qu nghin cu ca cc nh khoa hc trong, ngoi nc tri thc, cng ngh mi. Ly khoa hc cng ngh cao lm nn tng, ly th trlm nh hng cho chin lc pht trin sn phm ni ring gp phn vo chlc pht trin cng ty ni chung. Vi chin lc pht trin sn phm nh vy, s sn phm ca cng ty v ang chim th phn ln nh: Vin sng mt, H , Hot huyt dng no... . c bit mi y cng ty cho ra sn phm Cadef l msn phm c tc dng h tr cho iu tr ung th, y l kt qu nghin cu

cng ty vi cc nh khoa hc Vit nam thuc Vin khoa hc cng ngh sinh hTrung tm khoa hc t nhin v cng ngh quc gia, Bnh vin K trung ng, Viy hc c truyn Vit nam, Trung tm ung th H Ni, Vin kim nghim B Y t

Bng 3.6: Mt s sn phm mi ca TRAPHACO Nm Tn thuc Hot cht

1999

Egalic Vitamin E, ti ti

Dng ct hon Cao xng hn hp, cao qui bn, hong b, trn b,tri mu, bch thc, can khng, thc aPhilatop Dch chit ph tng, Saccharose

Sinh mt m Nhn sm, mch mn, ng v t

2000Hon an thn ng tm tho, to nhn, tho quyt minh, tm sen

ch mu Cao kh ca ch mu, hng ph, ngi cu

2001

Ampelop Cao ch dy

Levigatus Cetrimid, ngh tiHot huyt dng

no Hot cht chit t inh lng, bch qu

2002

Cadef Nhn sm , tam tht, hoi sn, trinh n, men bia, phn hoa, ti kh, ch t kh, da cn.

Slaska Ma hong, hnh nhn, cam tho,thch cao, bi mu

H th Hot cht chit t h th Celgar Bt ngh tinh ch

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Qua bng trn ta thy sn phm mi ca cng ty ch yu l cc thuc ngun gc dc liu. Nh vy hng nghin cu sn phm mfi ch o ca c

l cc thuc c ngun gc ng dc. Cng vi vic nghin cu sn phm mcng ty nghin cu ng dng dng bo ch theo cng ngh mi nh dng nacng, nang mm, vin bao ng, bao film... Cc dng bo ch ny va n nh cht lng, va m bo v hiu qu trong qu trnh iu tr ng thi li phvi nhu cu v th trng quc t. Trong nm nm gn y cng ty trin khai th trng trn 80 sn phm, trong s sn phm t dc liu chim 70%, ch85% tng s doanh thu trung bnh hng nm.

3.1.6- Chin lc pht trin sn phm mang tnh thi v (theo t, theoma)

Trong chin lc pht trin sn phm mi ngoi cc sn phm truyn thsn phm lu di) cng ty xc nh c cc sn phm thi v (sn phm tht, ma), cc sn phm ny ngoi vic p ng vo chin lc a dng ho s phm lm tng s lng sn phm ca cng ty, cn mang li mt phn li nhng k v y l nhng sn phm c sn xut khi th trng c nhu cu do m mc tiu th thng ln.

Bng 3.7: Mt s mt hng mang tnh thi v ca cng ty

TT Tn thuc Dng bo ch Hot cht1 Sunpharin L 8 ml Supharin2 Nostravin L 8 ml Xylometazolin hydroclorid3 Trapha Hp 1 l 30g thuc

btKali nhm sulfat khan, Km oxyd, ng

1 sulfat4 Benzosali Tube lOg Acid Benzoic, Acid Salicylic

3.1.7- Chin lc xy dng v qung b thng hiuQuyn s hu tn thng mi, nhn hiu hng ho l mt vn rt quan tr

trong marketing v marketing dc. Nhn hiu hng ho ni ting s lm hng ho bn c nhiu hn v hnh nh nhn hiu uy tn trong tm tr khch hng l mt sn v gi. Nhn thc c tm quan trng , cng ty ch trng xy dng, k bo h quyn s hu tn thng mi v kiu dng cng nghip vi cc sng

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Sau mt thi gian cng phu xy dng, ng k bo h quc gia, quc t, qung bn b thng qua sn phm v dch v ca mnh thng hiu Traphaco c

nhim, ni ting l thng hiu ca cc sn phm t dc liu Vit Nam. HTraphaco s hu c quyn 9 bng sng ch, gii php hu ch, kiu dng cngh, 57 nhn hiu hng ho thuc t dc liu. Nh vy Traphaco l mt tronhng cng ty thnh cng trong vic xy dng v qung b thng hiu cmnh, c bit l cc thuc c ngun gc dc liu. Mt s cng ty trong nc c v ang rt ch trng trong vic ng k bo h quyn s hu nh cng ty

Nam , hin ti cng ty c giy chng nhn 25 sn phm v 6 kiu dng cnghip.3.2- Vic ng dng chnh sch gi.Bt k mt sn phm no khi tung ra th trng, cng ty phi la chn m

mc gi cho ph hp vi sn phm . Do th trng lun bin ng nn lchn mt mc gi ph hp buc cng ty phi tnh ton rt k v linh hot cho tsn phm, cng ty thng t ra cc mc tiu sau cho vic nh gi:

Mc tiu li nhun.t c th phn ln.Ph hp vi gi ca th trng. t c mc tiu cng ty tin hnh nh gi da vo gi thnh s

phm.Cng thc nh gi:

Gi bn = Chi ph + Li nhun mc tiuy l bc u tin lm c s cho vic tnh gi. Ngoi ra cng ty cn c

c vo cc yu t khc nh:Gi bn ca i th cnh tranh.Theo khch hng mc tiu.Thi gian cho qu trnh nghin cu sn phm .

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Cc chin lc trong chnh sch gi.3.2.1- Chin lc mt gi.Phn ln cc sn phm ca cng ty khi tung vo th trng c cng ty

mt mc gi c bn i vi tt c cc khch hng ca cng ty. Chin lc ny php cng ty c th duy tr uy tn vi khch hng v nh ga, qun l gi d dnTuy nhin tu thuc vo tng thi im khc nhau v s lng mua m cng ty cthm cc chin lc gi khuyn mi, bt gi nhm h tr cho vic tiu th phm.

- Sn phm Hot huyt dng no: Vin bao ng 1 v 20 vin t khi a vth trng nm 2000 c cng ty p dng ga khng thay i lO.OOO.

- Sn phm H th dng cm Hp 10 gi 3 mg c cng ty p dng gkhng i l 9.000 t khi tung sn phm vo th trng nm 1999.

Qua mt s VD trn ta thy sn phm ca cng ty sn xut c gi tng i

nh qua cc nm. Vic gi gi tng i n nh l v cng ty to ra c mhnh nh v sn c uy tn v n nh v cht lng. Chin lc ny to nn hnh nh tt v cng ty, th hin s n nh v bn vng ca cng ty ng thic nim tin cho khch hng v sn phm ca cng ty.

3.2.2- Chin lc ch ng tng gi:Tuy nhin do s cnh tranh, th trng lun bin ng qua tng thi im kh

nhau, mt s sn phm ca cng ty c iu chnh gi cho ph hp trong tthi im khc nhau. S sn phm p dng chin lc ny chim t trng rt tiu tra thu c mt s kt qa sau:

- Egalic khi mi tung vo th trng cui nm 1999 cng ty p dng gi bn l7500 ng/ l 60 vin, n nm 2001 do nhu cu tng, ng thi tng thm lnhun cng ty tng gi ln 10.000 ng / l .

- Philatop khi mi a sn phm vo th trng nm 1999, thu ht khchng, xm nhp vo th trng mc tiu cng ty nh mc gi bn ban u5.000 ng/hp. n nm 2001 tng li nhun cng ty p dng mc gi bn6.800 ng/ hp.

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- Vinpocetin l mt thuc tc ng trn tun hon no, khi mi tung vtrng nm 1999 c cng ty p dng mc gi bn l 9.000 ng/ hp th n n

2001 nhu cu th trng tng v b li chi ph cng nh tng thm li nhuv sn phm, cng ty tng gi bn ln l 14.500 ng / hp .

Nh vy, khi nhu cu v sn phm trn th trng tng ng thi b pchi ph cho qu trnh to ra sn phm, cng nh nhm tng thm li nhun cng ch ng tng gi sn phm ln so vi gi ban u. Ngoi vic lm thch ng s phm vo cc thi im khc nhau th chin lc ny cn mang li mt phn nhun ng k cho cng ty.3.2.3- Chin lc ch ng gim gi.

Cng ty p dng chin lc ny cho mt s sn phm trong tng tnh huc th trn th trng:

- Piracetam l sn phm tn dc khi a sn phm vo th trng u nm 20c nh mc gi bn l 20.000/ hp X6 v. Sau mt thi gian trn th trng xuhin nhiu sn phm cnh tranh ca cc cng ty trong nc, tng doanh s bn

v nhm gi th trng chim lnh nn vo u nm 2002 c cng ty bn vgi 12.500 ng/ hp X6 v.

- Fluocin l mt sn phm nhi ca cng ty khi a vo th trng nm 199c nh mc gi bn l 1.650 ng/ tube v n nm 2001 do s cnh tranh ccc sn phm khc cng loi nn cng ty ch ng gim gi xung cn 1.4ng /tube.

Qua mt s VD trn ta thy cng ty p dng chin lc thay i gi chmt s sn phm, tu theo s bin ng ca th trng m cng ty tng hay gigi. Tuy nhin s thay i gi khng ng k v khong thay i gi gia hai ln rt di thm d phn ng ca th trng, thi gian khch hng chnhn gi mi, nn t nh hng n doanh s bn v uy tn ca cng ty.

3.2.4- Chin lc nh gi cao cho sn phm c bitMc tiu kinh doanh ca cc cng ty dc phm l li nhun. Cc sn ph

c nhng u im ni bt so vi cc sn phm cnh tranh thng c nh gi hn t c li nhun ti a.TRAPHACO l mt trong nhng cng ty thnh cng trong vic p dng

chin lc ny. Cng ty p dng chin lc ny cho sn phm Thp ton i b

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Bng 3.8: So snh g bn ca sn phm thp ton i b

Tn sn phm Dng bo ch Nh sn xut Gi(VND)

Nm tung

ra thtrngThp ton

i bHon mm,

hp X10 vin Traphaco 18.000 98

Hon thpton i b

Hon mm,hp X10 vin H ty 11.500 99

Hon thpton i b

Hon mm,hp X10 vin Nam H 10.000 96

Hon thpton i b

Hon mm,hp X10 vin

X nghip dc phm H Ni 12.000 2001

Hon thpton i b

Hon mm,hpX 10 vin

X nghip dc phm TW 3 11.500 2000

Nhn xt: Ta thy gi sn phm Thp ton i b ca cng ty c mc gi bcao hn gi sn phm ca cc cng ty khc trong nc. Cng ty p dng gi cao chsn phm ny l do khi tung sn phm vo th trng nm 1998 th sn phm ccng ty hu nh khng c s cnh tranh ca cc sn phm khc. ng thi s phm ca cng ty c u im l c tin hnh th nghim lm sng ti cc bvin v c bc s nh gi cao, ngi tiu dng ngy cng tn nhim. n ntrn th trng xut hin nhiu sn phm cnh tranh nhng sn phm ca cnvn c tiu th mnh vi gi tng i cao.

Cng ty cng p dng chin c ny cho sn phm vin ngm Nhn sm tatht vi mc gi l 30.000 ng/ hp 10 vX 15 vin trong khi cc sn phm cngdng ca cc cng ty trong nc gi ch 29.000 ng/ hp 10 vX 20 vin.

Nh vy cng ty kt hp gia chnh sch sn phm v chnh sch gi, cnty thng nghin cu th trng, kt hp nhiu tri thc mi v cng ngh tin tnhm to ra cc sn phm mi, c cht lng tt, c dng bo ch ph hp v sau

nh gi cao cho cc sn phm thu c li nhun ti a trong kinh doanng thi chin lc ny nh hng ln n tm l ngi Vit nam: Gi c lukm vi cht lng- gi cao tc l sn phm c cht lng tt hn. Chnh v vy

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d c nh gi cao nhng sn phm ca cng ty vn c tiu th mnh. Ngochin lc ny l mt ngun em li li nhun cao cho cng ty.

3.3- Vic ng dng chnh sch phn phi sn phm. tng doanh thu, pht trin th phn, cng ty xy dng mt h thng ph phi rng khp trong ton quc, vi i ng trnh dc vin, nhn vin bn hnnhit tnh, tn trng khch hng v lun tn trng quyn li ca ngi tiu dn Nhm p ng phn phi rng khp trong ton quc, ngay t u cng ty dng, phi hp nhiu knh phn phi: Knh phn phi gin tip thng qua cc pht trung gian l cc cng ty dc cc tnh lm i l chim th phn ln. Do s phm ca cng ty ch yu l nhng thuc thng thng nn cng ty p dng chlc phn phi mnh thng qua cc trung gian l hon ton hp l.

Hnh3.2: S phn phi sn phm ca TRAPHACO ti cc tnh

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phn phi sn phm ti khch hng v ngi tiu dng cc tnh cng t s dng phn t trung gian l cng ty dc tnh. Sn phm ca cng ty c ph

phi ti cng ty dc phm tnh, sau mi n cc khch hng trung gian nh nthuc, cng ty thng nghip hng ho, bnh vin, trung tm y t trong khu vc ctnh, ri t y sn phm ca cng ty mi ti tay ngi tiu dng. Thng qua hthc phn phi ny cng ty c c li th so vi cc cng ty khc l s gip ccng ty dc phm tnh v nhn lc, ti chnh trong vic phn phi sn phm cmnh. Mt khc thng qua trung gian cng ty cn nhn c s tr gip trong vitm hiu v a l cng nh nhu cu ca th trng t c cc chin lc htrong phn phi sn phm

Bn cnh cng ty cn phi hp cc knh phn phi ngn trc tip bng hnthc trin khai nhiu ca hng bn bun, bn l tip cn trc tip vi i tkhch hng v y c doanh s bn ra ngy mt tng.

Hnh 3.3: S phn phi ca Traphaco ti khu vc H ni

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Hin nay ti khu vc H ni Cng ty trin khai 9 a im bn bun v bl ln nhm bn, gii thiu trc tip vi khch hng n mua bun v gii thiu t

tip n ngt tiu dng i vi quy bn l. Bng 3.8: Phn tch doanh s bn ca TRAPHACO qua cc nm 1998-2002

n v: Triu ng1998 1999 2000 2001 2002

S' tin

%S tin

%S tin

%S tin

% S tin %

Cty,XN dc,cty TNHH

37500 87,2 41800 92,9 53600 92,4 75600 94,5 102700 95,1

BV, NT 5500 12,8 3200 7,1 4400 7,6 4400 5,5 5300 4,9TS 43000 100 45000 100 58000 100 80000 100 108000 100

SSG 100% 105% 135% 186% 251%

NT: Nh thucXN: X nghip

SSG : So snh nh gcBV : Bnh vin

Doanhs bn

120000

100000^ 80000 6000^

20004 0 0 0 0 ^ r

1998 1999 2000 2001 2002 Nm Hnh 3.4: Biu doanh s bn ca Traphaco t nm 1998-2002

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Nhn xt: Ta thy r s pht trin thnh phn bn bun ca Traphaco ngycng tng c gi tr tuyt i v tng i. So vi nm 1998 thnh phn bn bu

chim 88,4% n nm 2002 chim ti 95,4%. Trong khi t trng bn l gim knhanh v gi tr tng i t 11,6% nm 1998 gim xung cn 4,6% nm 2002trong khi gi tr tuyt i hu nh khng thay i.

100%! 180%60%40%20%0%

1998 1999 2000 2001 2002

bn l

bn bun

Nm

Hnh 3.5: T trng bn bun, bn l ca cng ty qua 5 nm t 1998- 2002.

Nhn xt:Bn bun tng l kt qu ca vic m rng mng li bn ra: Cty m thm chi nhnh, i l cc tnh thnh trong c nc nhm cung ng thucho cc x nghip, cng ty dc cc tnh, cng ty TNHH. Cng ty ch trng bn bun chim lnh th trng, va thu hi vn nhanh v kh nng sinh li cao.

phn phi tt sn phm trong ton quc cng ty v ang trin khai cchi nhnh, i l v cc b phn ny cung ng thuc cho cng ty dc cc tnhcng ty thng nghip hng ho, x nghip v y c doanh s bn ra ngmt tng.

Chi nhnh thnh ph H Ch Minh c thnh lp vo thng 6 nm 2002, ti 108/ 14/ 28 - ng 3/2 -P.14 - Q.10 nhm cung ng thuc cho cc tnh phnam v thnh ph H Ch Minh.

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3.4- Vic ng dng chnh sch xc tin v h tr kinh doanhCng vi chnh sch sn phm, chnh sch ga, chnh sch phn phi, chnh

sch xc tin v h tr kinh doanh ng mt vai tr quan trng trong hot nmarketing ca cng ty. thc hin tt chnh sch ny hng nm cng ty lp rngn sch chi cho cc phng tin trong h thng truyn thng Marketing. Hin nacng ty chi cho vic tip th chim ti 5-7% tng doanh thu, tuy nhin tu vo tnsn phm m cng ty s dng cc cng c cho ph hp.

Cc phng tin dng trong chnh sch xc tin v h tr kinh

doanh3.4.1-QungcoThuc l mt loi hng ha c bit nh hng ti sc kho v tnh mng c

ngi bnh. Mi thng tin qung co thuc qung co thuc phi c s cho pca B Y t, m bo tnh chnh xc, khch quan, trung thc. ng thi ty tloi thuc m cng ty c cc hnh thc qung co cho ph hp, cng ty s dn

cc hnh thc qung co sau:* Qung co trn truyn hnh, i pht thanh, bo sc khe, bo ngi lao

ng, trng by sn phm ti hi ch hng cht lng cao. Do c th sn phmca cng ty ch yu l cc thuc thng thng s dng khng cn k n nn hthc qung co ny thng rt c cng ty p dng. Thng qua hnh thc quco ny cc thng tin v sn phm nh tc dng ca thuc, tnh tin li khi s d

thuc v cc thng tin lin quan n thuc s n c ngi tiu dng trong toquc. Nhiu sn phm c qung co bng hnh thc ny nh: Hot huyt d

no, H th , Nhn sm tam tht...* Vi mt s thuc chuyn khoa th cng ty s dng hnh thcqung co trn

cc tp ch chuyn ngnh nh: tp ch Dc hoc, Thuc v sc kho, Thi s y dchc. Cc tp ch ny rt c cc bc s quan tm tm c, t bc s lun nhc cc thng tin v sn phm, t h nhn thy c u im v sn phthc y vic tiu th sn phm. Bn cnh qung co bng hnh thc ny thiu qu v cc bc s khng thy c mc ch kinh doanh trong .

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* Mt hnh thc qung co khc cng c cng ty p dng l: Vicin t ri, ni dung ca t ri c y cc thng tin v sn phm nh: Tn thuc, thnh ph

hm lng, tc dng dc l, tc dng khng mong mun... . Cc t ri c ctrnh dc vin ca cng ty gi ti cc bc s, dc s, cc ca hng thuc, nh thu khch hng c c cc thng tin v sn phm, nht l cc sn phm mi.

* Qung co sn phm trn cc vt phm nh: Ti ng, bt, lch bn, lichcng tc, cp sch, m.... Hnh thc qung co ny khng gip khch hng c cc thng tin v thuc nhng khch hng lun nh v sn phm v l nhng v

phm gn gi, quen thuc.3.4.2- Tuyn truynTuyn truyn ng mt vai tr quan trng trong hot ng marketing, n gip

cho vic a sn phm mi ra th trng v nh v li sn phm hin c. Qua tutruyn thng tin v sn phm n vi khch hng mt cch t nhin v khch hakhng nhn thy c mc ch kinh doanh trong . Cng ty c nhng hnh thtuyn truyn sau:

*Ti tr cho cc hi tho, hi ngh khoa hc: Qua y cng ty qung co sn phm di gc khoa hc, tham gia trng by sn phm mi, tuyn truyn thtin v sn phm ti hi ngh...Vi cc hi tho, hi ngh th chi ph thng rtkm , nn cng ty chn hnh thc l trng by sn phm tn km hn v thi cng vi cc cng ty khc tham gia trng by sn phm ti hi ngh, hi thTraphaco cng vi cc cng ty khc nh Cng ty Dc phm H Ty, Cng tyDc phm H Nam, X nghip Dc T I, X nghip Dc phm trung ntham gia trng by sn phm ti hi ngh Dc ng dng c t chc vo n2002 ti H ni.

* T chc ni chuyn nhn ngy l nh ngy quc t thiu nhi 1/6 ti cc vntr mu gio, tham gia cu lc b ngi cao tui theo nh k. Ti y ngi chuyn mn ca cng ty tham gia t vn v sc khe, tuyn truyn v nhng li

khi s dng sn phm nhm thc y vic tiu th sn phm t pha khch hng.

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*T chc hi ngh khch hng vo dp cui nm nhm tuyn truyn, khuychtrng v sn phm cng ty vi khch hng, to ra c mi quan h tt v l

tng tt trong lng khch hng.3.4.3- Kch thch tiu thKch thch tiu th l mt cng c h tr c lc cho hot ng xc tin v

tr kinh doanh. t hiu qu cao cng ty nghin cu rt k v linh hot tng phm, kt hp cht ch vi qung co. Do c th sn phm ca cng ty ch ynhng thuc s dng khng cn n ca bc s, nn ngoi vic p dng cc hn

thc nh khuyn mi trn gi bn, tng vt phm cho cc khch hng trung giancc nh thuc, hiu thuc; cng ty cn tng qu cho ngi tiu dng khi mua s phm ca cng ty.

Cc hnh thc kch thch tiu th c cng ty p dng:* Hnh thc khuyn mi theo s lng mua: Hnh thc ny c cng ty p

dng trong tng thi im khc nhau vi tng sn phm khc nhau, thng l c

cc sn phm mi hay cc sn phm tn ng nhm kch thch vic bn sn phmth trng. Bng 3.9: Hnh thc khuyn mi ca cng ty

STT S tin mua (VND) Hnh thc khuyn mai Tr gi( VND)1 100.000-200.000 01 hp sinh mt m 17.000

2 200.000- 500.000

01 hp sinh mt m +

01 hp egarlic + 01 hpomeprazon

27.000

3 > 500.000 02 hp sinh mt m 34.000

Nhn xt: Ta thy qua hnh thc ny ngoi vic khuyn mi kch thch vi bn cc sn phm hin c cng ty cn qung co cho cc sn phm mi. Khi hai

phm Sinh mt m v Egarlic bt u a ra th trng, cng ty khng mun tchi ph cho qung co nn qung co sn phm gin tip thng qua hnh thny.

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* Hnh thc khuyn mi trn gi bn: Tu theo doanh s mua ca khch hnm cng ty c cc mc chit gi khc nhau.

Bng 3.10: Hnh thc chit gi ca cng tSTT S tin mua ( VND) Mc chit gi

1 5.000.000 - 10.000.000 3%2 > 10.000.000 5%

Nhn xt: Cng ty thng qua vic chit gi cho cc nh thuc t nhn, nh b

bun theo doanh s mua hng kch thch vic bn hng c nhiu hn. Mchit gi t 3-5% c tc ng y mnh bn hng, hn na mc chit gi ny khqu cao nn trnh c vic khch hng ca cng ty gim gi y mnh tiu thng ha nhm thu li nhun t mc chit gi ca cng ty, nh trnh c ngc gi khng n nh nh hng ti uy tn ca cng ty.

* Cng ty cn tin hnhtng vt phm cho khch hng vo cc dp khuyn

mi c bit khi mua sn phm ca cng ty. Tu theo s lng mua m cng ty tcc vt phm c gi tr khc nhau.

Bng 3.11: Hnh thc khuyn mi cho sn phm mi Slaska

p dng t 05/ 01/ 2003 - 20/ 01/ 2003

STT S lng mua( n v l)

Hnh thc khuyn mi

1 06 01 b a hoa qu i loan2 12 01 b cc v gt tn thu tinh TQ3 48 01 cho chng dnh happy cook

4 96 01 b bt n cm v t canh s lindoanh cao cp

- Ngoi ra cng ty cn c cc hnh thc khuyn khch khc nh: Khch mua 05 hp Cotra lOmg th c tng 02 hp Cotra 5mg. Bng hnh thc ny ngovic y mnh tiu th sn phm Cotra lOmg l sn phm mi cng ty cn kthch tiu th sn phm Cotra 5mg l sn phm ra trc. i khi khuyn kh

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ngi tiu dng cng ty tin hnh tng qu cho ngi tiu dng khi mua sn phca cng ty VD: khi ngi tiu dng mua hng tr gi 25.000 c tng mt 01

du gan c v mt phiu bc thm trng thng.3.4.4- Bn hng trc tip thng qua trnh dc vin.

Hin nay cng ty c i ng trnh dc vin kh hng hu, ngoi hai thnh ph ln l H ni v thnh ph H ch Minh th trnh dc vin ca cng ty mt trn 30 tnh thnh trong c nc. Trnh dc vin ca cng ty l ngi trc ttip xc vi bc s, dc s, nh thuc t nhn... gii thiu sn phm, truyn

nhng thng tin v sn phm cho h nhm thc y tiu th sn phm ca cngng thi TDV c nhim v thu thp cc thng tin v th trng, cc kin phn t khch hng ri t sau bo co v cng ty. thng qua cng ty c nhnchin lc marketing cho ph hp nhm t hiu qu trong kinh doanh.

Trnh dc vin c cng ty phn cng qun l theo tng khu vc v trnhdc vin ph trch tt c cc mt hng ca cng ty ti khu vc . Chin lc gip cho trnh dc vin d t c doanh s cao do ph trch nhiu sn phcng mt lc v ng thi gip cho cng ty tit kim c chi ph nhn s, nhmt hn ch ca hnh thc ny l trnh dc vin khng u t chuyn su vo tnhm sn phm v dn n kh khn cho cng ty trong vic qun l v doanh bn cng nh th trng i vi tng nhm sn phm. Tuy nhin vic bn hng ttip thng qua trnh dc vin ca cng ty thnh ph v cc tnh c s khc nha thnh ph H ni v H ch Minh trnh dc vin ly hng trc tip t cng tychi nhnh sau giao hng cho cc khch hng ca mnh, bng hnh thc ny cnty qun l v gim st trc tip trnh dc vin ca mnh. Cn cc tnh th trnhdc vin phi ly hng thng qua trung gian phn phi ca cng ty l cc cng dc phm tnh, cc i l t ti tnh . Thng qua hnh thc ny cng ty ctr gip ca cc cng ty dc tnh trong vic tiu th sn phm cng nh to li th so vi cc i th cnh tranh.

Hin nay ch yu cng ty qun l trnh dc vin thng qua doanh s hnthng, mi thng trnh dc vin phi t mt mc doanh s c giao th cng ty tr vi mt mc lng nht nh, khi trnh dc vin vt trn doanh

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c giao th c thng phn trm ca doanh s vt . Hnh thc ny c im l kch thch c nng lc lm vic ca mi trnh dc vin. Tuy nhin nhi

khi do sc p kh ln ca doanh s , chy theo mc thng kh cao ca cng tChnh v vy m trnh dc vin sng to ra nhiu cch nh: dng li ch vt chtc ng vo bc s, nh thuc t nhn thc y h trong vic tiu th sn phm t c doanh s v t thng ca cng ty v trnh dc vin ly phn thng ca cng ty b p li chi ph trn. Nhng hnh thc ny u b cngnghim cm , nhng trn thc t iu ny vn tn ti. Chnh iu ny to nn nh biu hin "Marketing phi o c " trong hot ng marketing dc phm.

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PHN IV: KT LUN V KIN XUT

1. Kt lun:Kha lun khi qut c c s l thuyt ca Marketing- Marketing D

v mt s c im ca Marketing Dc. Khi qut c tnh hnh th trng thuVit Nam v th gii v thc trng ca vic ng dng cc chnh sch Marketing ccc cng ty dc phm trn th trng thuc Vit Nam trong nhng nm qua.

Kha lun i su vo tm hiu hot ng kinh doanh ca cng ty TRAPHACO

phn tch hot ng kinh doanh ca cng ty di gc , cch nhn qun trMarketing, c bit nhn mnh vic ng dng bn chnh sch ca Marketing cng ty.

Mc d Marketing- Marketing Dc ang cn mi m i vi cc cng tydc phm trong nc ni chung v cng ty TRAPHACO ni ring, nhmg qua phn tch cho thy tu tng thi im, tng th trng, tng sn phm m cng ty bit kt hp, sng to, tm ti nhng gii php, chin lc Marketing to licnh tranh, to uy tn v ng thi m bo cc yu cu ca Marketing Dc.

Chnh sch sn phm:Cng ty pht trin danh mc sn phm mt cch chc chn, bm st vi m

hnh bnh tt, th trng mc tiu v cc i th cnh tranh. Cng ty tp trung ra cc sn phm c cht lng cao, dng bo ch ph hp p ng nhu cu v thuca ngi tiu dng. ng thi cng ty lin tc nghin cu a ra cc sn phm mc ngun gc ng dc ph hp vi chnh sch thuc quc gia, tp trung nng cacht lng ca cc thuc c truyn: thay i mu m bao b, cht lng sn ph pht trin danh mc sn phm p ng nhu cu th trng v m bo mc tkinh doanh ca cng ty.

Tuy nhin trong qu trnh xy dng danh mc sn phm, t l thuc thit yca cng ty tng i thp (chim 11- 18% trong tng s sn phm ca cng ty)

cha p ng c nhu cu v thuc thit yu cho chm sc sc kho nhn dn Chnh sch gi:

Cng ty s dng phng php nh gi da trn chi ph cho sn phm, thtrng mc tiu, gi ca i th cnh tranh vi mc tiu tng li nhun ti

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chim th phn ln trong mi trng cnh tranh nh hin nay l rt ph hp. Tnhin so vi mt s sn phm ca cc cng ty khc trong nc, sn phm ca cty c gi tng i cao. Chnh iu ny c th lm gim sc mua ca ngi tdng nht l nhng khch hng nhy cm v gi.

Chnh sch phn phi:Mng li phc v ca cng ty tri rng trn ton quc c ba min Bc-Tru

Nam, c bit l hnh thc phn phi gin tip thng qua cc cng ty dc ca ctnh ti khu vc . p ng phn phi thuc rng khp cng ty c mt ng nhn vin c chuyn mn, am hiu v Marketing tham gia vo cung ng thuc.

Vic p dng chnh sch phn phi ca cng ty p ng c qu trncung ng thuc kp thi cho nhu cu iu tr v chm sc sc khe nhn dn.

Chnh sch xc tinv htr kinh doanh:Cng ty s dng hu ht cc cng c ca chnh sch xc tin h tr c

cng tc kinh doanh, to iu kin cho cng ty a sn phm mi tip cn votrng, nh v li sn phm hin c. Trong cng ty thng xuyn s dng c

hmh thc qung co thng qua cc phng tin thng tin i chng, cc hnh thkch thch tiu th, bn hng thng qua trnh dc vin, gp phn mang li hiu qkinh doanh cao cho cng ty.

2. Mt s kin ngh:

i vi cng tyTrong nhng nm qua Traphaco t c mt s thnh cng trong vic tri

khai hot ng marketing ti cng ty, mc d vy trong mi trng cnh tranh ngcng khc lit, tng kh nng cnh tranh trn th trng, cng ty cn ch trhn na trong vic iu hnh hot ng marketing, c th l:

Cng ty phi lun kin ton c cu t chc marketing: thng xuyn o tv nng cao trnh i ng cn b lm marketing h tch lu c k nng gquyt vn khi trin khai cc hot ng marketing.

Cng ty cn ch trng hn na vo cc hot ng khoa hc nh nghin c

sn phm mi, phi hp vi cc nh khoa hc trong v ngoi nc to ra cc phm c cht lng tt, ph hp vi th trng mc tiu

Trong phn phi sn phm, cng ty nn u t thm cho hnh thc bn lnhm gii thiu, hng dn trc tip ti ngi tiu dng, qua nm bt c

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l , th hiu khch hng chnh xc nht. ng thi thc hin chnh sch u i vi khch hng nhm kch thch tiu th sn phm.

Hc hi kinh nghim v hot ng marketing ca cc hng nc ngoi hong c hiu qu ti Vit nam.

Trong hot ng marketing cng ty phi bm st vi m hnh bnh tt hna v t nc ta ang trong giai on pht trin nn c nhiu s thay i v hnh bnh tt, ng thi phi nm vng hng i, nhng ch trng ca ngnh n bt kp thi nhng nhu cu ca th trng v c cc quyt nh marketinnhy bn.

i vi nh nc hot ng sn xut kinh doanh ca th trng thuc i vo n np nchng B Y T cn tng cng hn na v:

Khuyn khch u t lin doanh vi nc ngoi nhm hin i ho dy chuysn xut, nhanh chng t tiu chun quc t. Nng cao cht lng, to ra cc phm c gi c ph hp vi i sng ngi dn Vit nam.

Qun l cc quy ch nh quy ch v k n thuc, quy ch v thng tin qu

co thuc v m phm, quy nh v y c i vi thy thuc. Kim tra vic thin chnh sch thuc quc gia, chnh sch thuc thit yu.

C s gim st hn na i vi quy nh khung gi i vi thuc bn ra trth trng, hn ch ti a vic nh gi cao gy nh hng ti ngi s dng.

Cn c cc bin php x l cc cng ty , trnh dc vin lm tri vi quy nhca ngnh, trnh thit hi cho nh nc v nh hng ti sc kho nhn dn

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TI LIU THAM KHO

1. B mn t chc qun l dc (2001),Gio trnh qun l kinh t dc, Trng i hcdc H ni.

2. B mn t chc qun l dc (2002),Gio trnh php ch hnh ngh dc, Trngi hc dc H ni.

3. B y t - Cc qun l dc :Tng kt cng tc dc nm 2000 v k hoch cng dc nm 2001- 2005.

4. B y t , Nin gim thng k nm 2000, 2001.5. Nguyn Th Thi Hng - Khng c Mnh, Marketing - Marketing dc, Gio trnh

sau i hc, Trng i hc dc H ni.6. Nguyn Th Thi Hng (1999), Bi ging marketing dc phm v qun l cc ho

ng marketing trong ngnh dc, Ti liu ging dy sau i hc, B mn qunkinh t dc , Trng i hc dc H ni.

7. Nguyn Th Thi Hng (2002), Mt s nghin cu nh ga tnh thch ng cmc thuc ng k lu hnh vi m hnh bnh tt Vit Nam,Tp ch dc hc , s6, t.3.

8. L Vit Hng - Nguyn Tun Anh,Ti chnh doanh nghip dc, Gio trnh sau ihc, Trng i hc dc H ni.

9. L Vit Hng - Phan Th Thanh Tm (2002), Nhng yu t c trng ca dc nh hng n th trng thuc Vit Nam giai on 1991- 2001, Tp chhc, s 8, t. 4, 8.

10. L Vit Hng (2000), Vi nt v th trng thuc th gii v Vit Nam,Tp ch dc hc, s 2, t. 6, 7.

11. Philip Kotler (1997), Marketing cn bn, Nh xut bn thng k,

12. Philip Kotler (2000),Qun tr marketing, Nh xut bn thng k.13. Qun tr doanh nghip (2000), Nh xut bn thng k.


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14. V Th Thun - Nguyn Huy Vn - Bi Hng Cng (2003), Traphaco nghin

hin i ho sn phm dc liu Vit nam trong xu th ton cu ho.15. L Vn Truyn (2002), 5 nm phn u thc hin chnh sch quc gia v

ngnh dc Vit Nam tin bc trn con ng CNH, HH t nc,Tp ch dc hc, s 1, t. 4.

16. Nguyn Vn Yn (2002), Kho st tnh hnh hot ng ca cc c s sn xthuc lu hnh trong cc nm 1996 - 2001,Tp ch dc hc, s 11, t. 6.

17- Berkowitz, Kerin, Hanthy, Rudelius (1997), Marketing, fifth edition,Irwin Me Graw Hill.

18- Gilber A. Churchill, JR, J. Paul Perter (1998), Marketing creating value for customer, Irwin Me Graw Hill.

19- WHO(99&), fifty year of the world health organization in the wester pacific region, Chapter 13. Traditional medicin, p. 1-9.


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Ph lc

Mu cu hi phng vn : i tng l cn b cng ty TraphacoB gio dc v o to B cu hiTrng i hc Dc H niXin ng (B) vui lng tr li cc cu hi ny hoc nh du vo nhng c hoc khXin chn thnh cm n.1. ng (B) c th trnh by v c cu t chc ca cng ty hin nay?2. Xin ng (B) cho bit c cu hot ng marketing hin nay ca cng ty?3. Hin sn phm ca cng ty phn phi ti nhng th trng no trong nc?4. Cng ty c tm kim th trng mi ra cc nc khc khng?

C Khng Nu c l nhng nc no?5. Cng ty c la chn th trng phn phi sn phm khng?

C Khng Nu c cng ty yu t no la chn th trng mc tiu?

6. Cng ty c tin hnh thu thp thng tin thng ngy khng? C Khng

Nu c th cng ty thu thp bng nhng hnh thc no?7. Trong hot ng thng ngy cng ty c nhn c cc thng tin phn hi t kh

hng v cc vn lin quan n sn phm khng? C Khng

Nu c th thu c thng qua hnh thc no?8. Xin ng (B) cho bit ph trch v lnh vc sn phm ca cng ty do ai? Ngi ph trch:S in thoi:

9. Danh mc sn phm ca cng ty bao gm nhng nhm chng loi no? S lnchng loi l bao nhiu?

Nhm chng loi: S lng:9. Trong cc nhm chng loi cng ty ch trng vo pht trin nhm chng loi 10. Cng ty c to ra cc dng bo ch khc nhau cho mi chng loi khng?

C Khng Nu c xin cng ty cho mt s sn phm c trngTn thuc: Dng bo ch:

11. Cng ty c to ra cc dng boch mi b sung vo danh mc sn phm khng? C Khng

Xin cng ty cho bit mt s sn phm mi ca cng ty trong nhng nm gn y12. Cng ty c sn xut ra cc mt hng ging vi sn phm ca cc cng ty c utrn th trng khng?

C Khng

Nu c xin cng ty cho bit mt s sn phm c sn xut theo cch no?

Tn sn phm: Cng ty c uy tn: Hot cht:


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B cu hi13. Xin ng ( B ) cho bit lnh vc v gi sn phm ca cng ty do ai ph trch?

Ngi ph trch:S in thoi:14. Cng ty c cn c vo cc yu t nh gi sn phm khng?

C Khng Nhng yu t no thng c cng ty cn c nh gi?

15. Hin cng ty c t ra cc mc tiu trong vic nh gi sn phm khng? C Khng

l nhng mc tiu no?16. Khi nh gi sn phm cng ty c cn c thm v cc thng tin t phng marketin

khng?

C Khng Nu c th l nhng thng tin no?

17. Gi sn phm ca cng ty bn trn th trng c b thay ikhng? C Khng

Nu c xin cng ty tr li thm mt s cu hi sau:Cng ty thng tng gi sn phm trong iu kin no?Mt s sn phm c cng ty tng gi?Cng ty gim gi sn phm trong trng hp no?Mt s sn phm c cng ty gim gi?

18. Cng ty c nh gi cao cho cc sn phm khi mi tung vo th trng thu li nhun cao khng?

' c " KhngCng ty thng da vo nhng l do no nh gi cao cho sn phm?Cc sn phm c cng ty p dng chin lc ny?

19. Khi mi tung sn phm vo th trng cng ty c p dng vi mc gi thp tkhch hng khng?

C Khng Nhng sn phm c cng ty p dng?

20. Cng ty c s dng cc mc gi khc nhau khi asn phm vo cc th trng khcnhau khng?

C Khng Nu c xin cng ty cho bit mc gi cho cc sn phm cc th trng khc nha21. Xin Ong ( B ) ph trch v phn phi hng ho l do ai?

Ngi ph trch:S in thoi:

22. phn phi sn phm ti khch hng cng ty c s dng cc ca hang, i lnhnh tr thuc ca cng ty khng?

C Khng Nu c xin cng ty cho bit mt s ca hng, i l, chi nhnh trc thuc ca c

Ca hng:

i l:Chi nhnh:


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S cu hi23. Cng ty c phn phi sn phm ti tay ngi tiu dng thng qua cc phn t tru

gian nh cng ty dc cc tnh, cng ty thng nghip hng ho, hiu thuc khn C Khng Nu c xin cng ty cho bit l nhng trung gian no?

24. nng cao vic phn phi sn phm ti ngi tiu dng cng ty c trin khai cc ca hng, chi nhnh mi khng?

C KhngMt s ca hng, chi nhnh mi ca cng ty?

25. Cng ty c s dng cng c qung co qung co cho sn phm ca cng tykhng?

C KhngCng ty s dng cc hnh thc cng c qung co no?

26. Cng ty c s dng hnh thc tuyn truyn tuyn truyn v sn phm ti khhng khng? C Khng

Nu c th cng ty s dng cc hnh thc tuyn truyn no?27. Cng ty c p dng hnh thc khuyn mi nhm kch thch tiu th sn phm kh

C KhngXin cng ty cho bit mt s sn phm c cng ty khuyn mi v mc khuymi cho cc sn phm ?

28. Cng ty c chit khu % theo t l mua sn phm cho khch hng khng? C Khng

Nu c th mc chit khu ca cng ty l bao nhiu?29. Hnh thc tng hng mu c c cng ty p dng khng? C Khng

Mt s sn phm c cng ty p dng?30. Hnh thc tng qu kch thch tiu th sn phm c c cng ty s dng kh

C ' Khng Nu c th cc hnh thc tng qu no c cng ty p dng?

31. Hin nay cng ty c s dng trnh dc vin gii thiu sn phm ca mnh khch hng khng?

C Khng

S lng trnh dc vin ca cng ty hin nay l bao nhiu? v h c mt nth trng no ca cng ty ?32. Trnh dc vin ca cng ty ph trch theo hnh thc no?

Theo sn phm Theo khu vc

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