Nghien Cuu Honda Viet Nam

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    A ' ~NGHIEN cUUMARKETING MIX CUA"' "HONDA MOTOR VIET NAM

    LO I G IC 'I THI~UTrong nhfrng nam gan day, khi rna nen kinh te cua Vi~t Nam tang trU'Ongkhong ngung va dosong cua ngU'oi dan vi the cling dl1qc nang cao thi nhu d~u sLrdung xe may cling tang len theado. The nhung chiec xe may bay gio khong chi la mOt phl10ng ti~n di l~i thong thU'ang rna hanthe nCrano can xem nhu' la mOt v~t co tac dung lam dep, nang cao gia tr ] cua ngU'OisLrdung dkern do la nhieu tinh nang hi~n d~i va phal tiet ki~m nhien li~u - mOt trong nhfrng tieu chi hangdau khi lu a chon mOt chiec xe may trong thai bUOigia xang tang cao. Nam bat dl1qc nhu d~ucua th l mrong, Honda Vi~t Nam da lien tuc cai tien, sang tao ra nhCing dong san pham mOdap ung nhu cau cua nrng loai doi nrong sLrdung,Hi~n nay tren th ] trU'ong Vi~t Nam co khong it cac hang san xuat xe may dang canh tranh nhau

    mOt each khdc li~t nhu: Honda, Yamaha, Suzuki, SYM, Piaggio, ... Tuy nhien, trong sO do thHonda la chiem uu the han ca vOi han 50% th] phan (nam 2009), hinh anh chiec xe may da ganlien vOi thl10ng hi~u Honda, bang chtrng la khi noi den xe may, ngl10i dan Vi~t Nam hay godo la Honda chu' khong got do la xe may. ThU'Ong hi~u Honda da di sau vao tiem thLrCcuangl10i dan Vi~t Nam. Co dU'qc su' thanh cong nhu' ngay hom nay do la nho vao ban tay till hocnng vOi tam huyet, su' nO luc het minh cua toan the nhfin vien Honda rna trtrcc het la SoichiroHonda, cha de cua T~p doan Honda Motor. LJoc rna dem l~i sl/ti~n lei, thoai mal va tiet ki~mchi phi da thol tlnic Soichiro Honda sang teo ra nhCingsan pham vOi chat ltrong co the noi la daden su hoan hao. Tuy nhien, ben canh chat 1l1qng thi vOi chien 1l1qcmarketing phu hop cling cvai tro khong kern phan quan trong,Vi the cluing em da nghien cuu va tim hieu ve Marketing Mix cua Honda Vi~t Nam de co mOcai nhin sfiu sac hon ve su' thanh cong cua Honda Vi~t Nam noi rieng tren th] tnrong Vi~t Namva cua T~p doan Honda tren toan the giOi. Tuy nhien day la de till dau tien cua nhom nen khongtranh khol nhfrng thieu sot nhat dinh, mong nhan dU'qc str gnip do cua thay de nhom hoanthien hen bai nghien cuu,

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    ~ ? , ~PHAN A: co SA LI LUAN:.I.Khai ni~m va cac thanh phan cua Marketing Mix:Tiep th ] hOn hop (Marketing Mix) la t~p hop cac cong cu tiep th] dl1Qc doanh nghiep sLrdungde da r dl1QCtrong tam tiep th] trong th ] trLfang muc tieu.4P la mOt khai ni~m trong marketing, d6 la: Product (Sim pham): MOt dOi tuong hCru hinh hoac mOt djch vu va hinh d6 la khO111Qngsan xuat hoac san xuat tren quy rna IOn vOi mOt khoi 111Qngcu the cua don vi. sanpham va hinh la dich vu nhu' nganh du lich va cac nganh cong nghiep khach san hoac rna sOcac san pham nhtr nap di~n thoai di dong va tin dung. Vi du dien hinh cua mOt khOi ltrongsan xuat v~t the hCruhinh la nhCrngchiec xe c6 dong cO va dao cao dung mOt Ian. MOt khO111Qngchua ra rang nhung phO bien dich vu san xuat la mOt h~ thong dieu hanh may tinh,

    Price (Gia ca): Gia ban la chi phi khach hang phal bo ra de doi lay san pham hay djch vucua nha cung cap. N6 dLfQcxac djnh bOi mOt sO yeu to trong d6 c6 th] phan, canh tranh, chphi nguyen li~u, nhan dang san pham va gia tr ] cam nhan cua khach hang vOi san phamVi~c dinh gia trong mOt mdi trutmg canh tranh khong nhCrng va cung quan trong rna comang tinh thach thtrc, Neu d~t gia qua thap, nha cung cap se phai tang sd urong ban trendan vi san pham thea chi phi de c6 lQi nhuan, Neu d~t gia qua cao, khach hang se danchuyen sang dOi thu canh tranh. Quyet djnh ve gia bao gam diem gia, gia niem yet, chiekhau, thai k Y thanh toan, ...

    Place (Phan phOi): d~i di~n cho cac dia diem rna mOt san pham c6 the dl1QCmua. N6thuong dl1Qc got la cac kenh phan phdi, N6 c6 the bao gam bat ky cua hang v~t ly cling nhucac cua hang ao tren Internet. Vi~c cung cap san pham den noi va VaGthai diem rna khachhang yeu cau la mOt trong nhCrngkhia canh quan trong nhat cua bat ky ke hoach marketingnao, Promotions (xiic tien thtrong mai hoac hO rro ban hang): ho tr o ban hang la tat ca caboat dong nham dam bao rang khach hang nhan biet ve san pham hay dich vu cua ban, can nrong tOt ve cluing va thuc hi~n giao djch mua ban th~t su NhCrngheat dong nay baogam quang cao, catalog, quan h~ cong cluing va ban h~, cu the la quang cao tren truyen hinhdill phat thanh, bao chi, cac bang thong bao, dua san pham VaGphim anh, till trQ cho cachuong trinh truyen hinh va cac kenh phat thanh dl1Qc dong dao cong cluing theo dol, till trocho cac chuong trinh danh cho khach hang than thiet, ban hang qua di~n thoai, ban hang quthu true tiep, giOi thieu san pham t~n nha, gOi catalog cho khach hang, quan h~ conghti illung...

    II. Cac yell t o a n h hUOng den Marketing Mix:Marketing mix khong c6 khuon mau chung nao cho mol trircng hop rna n6 thay doi thea cayeu to anh hLfang nhl1:

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    Vi tri uy tin cua Doanh nghiep tren th] tnrong: neu doanh nghiep chiem linh dLfQCth] phancao thi hie do khong can phai tOn nhieu chi phi cho hoar dong xiic tien nhung van ban dtrochang. Yeu to san pham: mOi san pham khac nhau co each ban hang, each xiic tien khac nhau. Dodo doanh nghiep can phai thiet ke h~ thong phan phOi khac nhau cung vOi cong cu xiic tiekhac nhau cho mOi san pham.

    Th] trl1ong: tuy thuec VaGkha nang mua hang cua nrng th ] trLfong rna doanh nghiep pha! cMarketing Mix khac nhau. Vi du nhu' sLrcmua a th] trl10ng thanh th ] cao hen nhieu so vOi thtruong nang than vi v~y Marketing Mix cua mOi th] truong Ia khac nhau. Giai doan chu ki song san pham: mOi giai doan chu ki song co d~c diem khac nhau nencling can co Marketing Mix khac nhau.

    III. Cac nguyen tae eua Markeing Mix: Phai cO gan ket Marketing Mix vOi moi truong cua doanh nghiep, Phai cO gan ket Marketing Mix vOi tiem luc cua doanh nghiep. Phai can dOi lieu Itrong va phOi hop ch~t che cac yeu to Marketing Mix vOi nhau. Phai cO gan ket Marketing Mix thea thOi gian.

    ~PHAN B: THUc. . ,TRANG MARKETING MIX CUA..-HONDA VIET NAM.I.Gi6'i thi~u ve T,p doan HONDA va Cong ty HONDA Vi~t Nam:1.T,p doan HONDA:Neu nhtr ng110i My u r hao co Henry Ford thi ng110i Nh~t I~i nr hao ve Soichiro Honda

    ng110i sang I~p ra cong ty Honda - cong ty 50 1 the giOi ve san xuat mota. Ng110i ta da noding, kho hinh dung nOi chiec rna to hai banh se nhu' the nao neu nhu' khong co mOt thien tIky thuat nhu Soichiro Honda. Khong chi trong linh vue cong nghiep a to rna d~c bi~t Ia linhvue xe may, ngay nay khong the thieu dl1Qc cac san pham cua Nh~t Ban rna thuong hi~uHonda Ia 50 mOt. Honda Ia t~p doan quan trong hang dau the giOi, solve san xuat rna to v

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    dirng thLr 7 ve san xuat a ta. Hi~n nay, T~p doan Honda - nu sa chinh t~i Tokyo, Nh~Bim, c6 95 nha may san xuat d~t t~i 34 nLfOc tren the giOi vOi gan 100.000 cong nhanTrung binh mOi nam Honda cho xuat xU'Ong 5,5 trieu xe may va 2,3 trieu xe ata. Ngoal rat~p doan con cung cap hon 3 tri~u san pham hang cong nghiep khac nhu' may nang nghiep,dong cO tau thuy.Soichiro Honda sinh ngay 17/1111906 tat Komyo, mOt ngai lang a mien trung Nh~t BimNgay nr khi con nho, Soichiro da gnip cha sira chCraxe dap va nam len 8 c~u be nay Ian dau

    tien trong thay mOt chiec a ta. Khi ay, cau be da qua quyet sau nay se che tao nhfmg chiecxe nhu' v~y. ve sau, Soichiro den Tokyo de hQCnghe trong mOt xLfOngsUa chCra ta, thamgia che tao xe dua va trO thanh mOt tay dua rat thanh cong, cung vOi ngU'bi anh trai l~p kyluc toc dO dua xe 120 kmIh rna pha! den 20 nam sau mOi b] pha a Nh~t Ban, nhung rOi phaigiai nghe sau mOt Ian b] tai nan. Nam 1937, Honda thanh l~p cong ty Tokai Seiki HeavyIndustry Co. Ltd. chuyen san xuat sec - mang cho dong cO a ta. Ngay ay, ngay den hangToyota cling la khach hang cua cong ty. 6ng nr hoc ve luyen kim va gia cong kim loai de catien va nang cao chat IU'

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    B~mg chtrng la s u ra dOi vao nam 1996 cua Cong ty Honda Vi~t Nam - mOt Cong ty Liendoanh vOi 3 dOi tac la:

    - Cong ty Honda Motor Nh~t Bim- Cong ty Asia Honda Motor tal Thai Lan- TOng Cong ty May Dong Luc va May Nang Nghiep Vi~t Nam

    VOi tOng vOn dau ur la 209.252.000USD, trong d6, Cong ty Honda MotoNh~t Ban g6p 42%, Cong ty AsiHonda Motor g6p 28% va TOng Cong tMay Dong Luc va May Nang NghiepVi~t Nam g6p 30%. Cong ty bat dau dvao hoar dong va den ngay 6/12/1997da cho xuat xU'ang chiec xe dau tie

    mang ten Super Dream. Ngay 14 thang 3 nam 1998, Honda Vi~t Nam khanh thanh nha maythLrnhat tat Phiic Thang, Phiic Yen, Vlnh Phiic. Nha may c6 cong suat 1 tri~u/nam, tao vi~clam cho 3.560 lao dong vOi sOW~ndau nr xay dung la 290.427.084 USD, day dLfQCdanh gila mOt trong nhCrngnha may che tao xe may hi~n d~i nhat trong khu vue Dang Nam A , nhmay cua Honda Vi~t Nam la rninh chimg cho y dinh dau ur nghiem nic va lau dai cua Hondata] th ] trLfong Vi~t Nam. Giai doan 1996-2006 danh dau s u phat trien than ki cua HondaVi~t Nam, nhanh ch6ng chiem linh th] mrong, Ngay 6/4/2005,Honda Vi~t Nam da xuaxU'ang chiec xe thLr 2 trieu, So luong khong ngung tang len di kern vOi d6 la chat ILfQnlufm dLfQcdam bao, Tat ca cac san pham cua Honda Vi~t Nam deu dar tieu chuan Hondatoan cau, tieu chuan nganh, TCVN, tieu chuan the giOi. .. Ngay 6/5/2002, Honda Vi~t Namda xuat khau chiec xe may dau tien sang Phillipin, danh dau s u r n a rong th ] tnrong sang canU'oc khac trong khu vue, vot nhieu uu diem ve chat IU'Qng,mau rna cung vOi uy tin cuathtrong hi~u Honda nen vi~c chiem linh th] mrong trong nLfOc la tat yeu. Nham dap ungnhu cau ngay cang gia tang cua khach hang Vi~t Nam, Honda Vi~t Nam quyet dinh dau ur n a rong san xuat, nang cao san IU'Qngtat th] trutmg Vi~t Nam. Thang 8 nam 2008, nha mayxe may ther hai chuyen san xuat xe tay ga va xe sO cao cap vOi cong suat 500,000 xe/nam ddU'Qc khanh thanh tat Viet Nam. Dieu d~c bi~t cua nha may xe may thLr 2 chinh la yeuto "than thi~n vOi mol trLfong va con ngU'oi". Theo d6, nha may nay dU'Qcxay dung du a tresu ket hop hai hoa va hop ly nhat cac ngu6n nang ILfQngnr nhien la: Gi6, Anh sang vNU'Oc.TOng vOn dau ur cho nha may nay la 65 trieu USD. Tinh den thOi diem hi~n tat, tOncong suat san xuat cua ca 2 nha may xe may la 1,5 trieu xe/nam, du a Honda Vi~t Nam trathanh mOt trong nhCrngnha may san xuat xe may Ian nhat tat khu vue va tren toan the giOi

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    Honda Super Cub

    h. 1l0i ureng s u dung.Den nay, co the noi dmg khach hang muc tieu rna Honda Vi~t Nam hLlOngden do chinh l

    tat ca ngUoi dan co nhu d~u di l~i bang xe may. vai djnh hucng da dang hoa san pham cuaminh, Honda Vi~t Nam da co rat nhieu san pham xe may phil hop vai tung lUa tuOi, giOtinh, tinh hinh kinh te cua mOi gia dinh ... TLrkhi ra doi den nay, Honda Vi~t Nam da co taca 39 lo~i khac nhau cua 9 dong san pham. MOi san pham cua Honda Vi~t Nam ra dOi deuhUang den mQt doi tucng khach hang nhat dinh nham thoa man nhu d~u cua doi tLlQnkhach hang do.c. Nhanhi,u san pham:

    Ten 99i: HONDA, dLlQClay theo ten cua ngUoi sang l~p ra hang: Soichiro Honda. ChCHONDA dLlQCviet hoa, net d~m, mau do the hi~n su' nOi b~t, manh me, On dinh va benvCrng.

    - Logo: hinh canh chim mau do, the hi~n cho rna uac va khaokhat dUQc chap canh bay di xa va len cao, vira th~t l~i vira ao,gian d] rna co the an chua nhieu thong di~p.

    - Slogan: "The Power of Dreams", (tarn djch la "suc manh cua ~=~'Jgiac rna"), cau noi ngan gon nhung an chua trong do la mQtthong di~p to lan, khi ban co Llac rna, no se thai t lnic ban lam vi~c de dat dLlQCuoc rnado. Cau noi nay noi len srr mang cua Honda la nO ll/c het minh vi rna Llac dem l~i str ant oan , ti~n nghi va hanh phiic cho moi ngLloi dan.Ten 99i ti.rng san pha'm: mOi san pham cau Honda Vi~t Nam deu dUQc d~t ten ratnghia, no! len dLlQcd~c diem noi b~t cau san pham. Vi du nhu: Click - mQt chiec xnho gon, mang l~i su' nhe nhang cho ngLloi slr dung dung nhu' ten got cua no; FuturemQt san pham vai nhfrng uu the vUQt trQi, noi b~t han nhCrngsan pham khac, la mQsan pham cua nrong lai; Super Dream - mQt san pham hLlOng den tang lOp co kinh ttrung binh, vai tang lap nay thi mQt chiec xe may la rna Llac IOn lao nen Super Dream selam thea man Llac rna do cua ho ...

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    d. Cac san pham hi~n nay eua Honda Vi~t Nam: cac san pham hi~n nay cua HondVi~t Nam deu co mat trong tat ca cac khiic th]truong,

    i. Honda Sh (gom: Sh 125cc va Sh 150cc):-Mau sac: yang, bac, nau, den.-Khach hang muc tieu: tang lop co thu nhap cao,

    thtrcng gia.-D~c diem n 6i b~t:+ Dung rich dQng cO Ian mang l~i sire manh vuct trQi cho chiec xe.+ H~ thong phun xang di~n tLrPGM-FI dam bao phan phOi nhien li~u chinh xac cho qutrinh dot chay nhien li~u. Nho do, nhien li~u dU'Qcchuyen hoa 1 each hi~u qua thanhcong suat manh me cua dQng cO. Dong thoi khi thai ding se tra nen sach hOn, datieu chuan EURO 3.+ M~t dong ho thiet ke rQng ghip de dang quan sat cong to met, xung quanh dU'Qctrangb] den bao nhiet dQ lam mat, dong ho do chi sO nhien li~u va dong ho bao giO LCD.

    + Yen xe SH dlJ'Qcthiet ke phil hop vOi moi dang voc khac nhau cua nglJ'Oidieu khienmang den ur the ngoi thoai mai nhat,

    + Banh xe Ian 16 inch bam duong cue tOt va On dinh tuy~t vOi ngay ca tren mat duonggo ghe. Trang trU'ong hop g~p dinh hay cac v~t nhon d~m VaGlop xe, lop xe sexuong hOi nr nr hen so vOi lop co sam khac,

    ii,Honda PCX:-Mau sac: den, yang, do, trang.-Khach hang muc t ieu: tang lop co thu nhap kha,-D~c diem n 6i b~t:+ H~ thong "ngat dQng cO tam thci": co kha nang u r dQngngat dQng cO khi xe dirng l~i qua 3 gia_y.Xe se dlJ'QckhaidQng l~i em .i i ngay khi nglJ'Oi lai tang ga rna khong canan nut khai dQng. H~ thong ngat dQng cO tam thOi gnipxe di them mQt doan dlJ'ong da! den 3,7km1 1 lit xang,Hi~u suat nhien li~u tOng the nho do d a r den mtrc an nrcng la 51,5kmJlit.

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    + H~ thong phanh CBS tien tien: d~n phanh trill se kiem soar heat dQng cua d~n phanhsau va cua ca phanh trl10c thong qua bQ phan can bang. H~ thong phanh c6 phan imnhay gnip phanh xe nhe nhang, de kiem soar va rut ngan khoang each phanh.

    + Cong tac chan chong ben: gnip ngan xe khol dQng ngoal y mudn khi khoi dQng va ndQng tat may nrc thi ngay khi chan chong ha xuong, mang l~i an toan cho ng110i sLdung.

    + HQc dung do U-box: C6 dung tich den 37 lit do, d~t vua mil bao hiem cung nhCrnv~t dung khac.

    + )Qng cO lam mat bang h~ thong dung dich.+ H~ thong phun xang di~n tLrPGM-FI.+ Honda PCX la chiec xe tay ga dau tien san xuat tat VN dlJ'Qctrang b] h~ thong baodQng chong trQm nr xa. H~ thong nay se phat ra tieng col bao dQng Ian khi xe b] dichchuyen hay rung lac. H~ thong nay cling rat ti~n IQikhi tim vi tri cua xe ban trong bixe bang tin hi~u.

    iii. Honda Air Blade FI (gom: Air Blade FI va Air Blade FI Magnet):-Mau sac: trang, do, den, Repsol dOi vOi Air Blade FI;

    do, vang vOi Air Blade FI Magnet.-K hc ic h h ang mile tieu: tang lop c6 thu nhap kha, thich

    manh me.-D~c diem n6i b~t:+ SLr dung cong nghe son t ir tinh hi~n d~i (loaiMagnet).

    + Lay kh6a phanh ngan khong cho xe chuyen dQng dQt ngQt khi khOi dQng may.+ Kh6a nr an toan va ti~n IQi.+ Cong tac chan chong ben.+ H~ thong phun xang di~n tLrPGM-FI.+ )Qng cO lam mat bang h~ thong dung dich.+H~ thong phanh CBS tien tien.

    IJ,_\

    -"""'-"""'1""''''''-''''''''''''''-''''''" "" '_ "" "' . r. ,; . .. _ . .. .. .. . " t- o . . _ ~, "" '"i"""'""' ~ I I . , " "' . _ I .! . " D _ i o o . . : ! i. .. .. .. .. .. .. .. .. " " o! n . . .. .. .. . _ _

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    iv. Honda Lead:1

    -M au sac : Yang EZ Flip ngoc trai, yang dong, nau, do, bac, tdmg, den.-K ha ch h an g muc t ieu: tang lop co thu nh~p kha, thich su W~n nghi.-D~c diem n6i b~t:+ Khoa tLran toan va tien IQi.+ C6ng diC chan chong ben.+ HOc dung do U-box: dung tich cue d~i len den 35 lit. voi hOC dung do Ion, xe LEAD

    thu c str tien IQi.+ He thong phun xang dien tLrPGM-FI.+ Dong cO lam mat bang he thong dung djch.+ He thong phanh CBS tien tien.

    v. Honda Click (gom: Click Play va Click Exceed)-M au sac : do, den, trang, hong, xanh, trang cam.-K hac h han g muc t ieu: tang lop co thu nhap trung

    binh kha, thich gon nh~.-D~c diem n6i b~t:+ Dong cO lam mat bang he thdng dung.+ He thong phanh CBS tien tien.+ Lay khoa phanh ngan kh6ng cho xe chuyen dong dOt ngOt khi khdi dong may.+ C6ng tac chan chong ben.

    vi. Honda Future X (gom: Future X FI va Future X):-M au sac : den, do, trang.-K hac h han g muc t ieu: tang lop co thu nhap trung binh

    kha,-D~c diem n6i b~t:

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    1+M~t na trU'OcdU'Qcthiet ke each di~u vOi nhirng dU'bng g6c canh tao nen mOt phongeach mOi cho phan dau xe.+ Thiet ke kh6a nr "4 trong 1" an toan va ti~n lQi: kh6a di~n (kh6a cong tac), kh6achong trom, kh6a cO, kh6a yen.+ Thiet ke 3D nOi vOi cac hinh khOi chac khoe va thanh ljch. Ket hop sang tao camang mau tram lam b~t len ve nam tinh, the thao day cuon hut.+ Ti~n lQi va chinh xac hon, dong ho di~n HI thong minh vOi den LED cao cap se hienth ] day du thong tin cho ngU'Oilai ngay khi r n a kh6a di~n.

    vii. Honda Wave RSX FIAT:-Mau sac: den, vang , do.-Khad: hang muc t ieu: tang lop thu nh~p trung binh kha ,-f)~c dU?'m n6i b~t:+ Dong cO Honda CV-matic- H~ thong truyen dong vacap danh cho xe so- Cong nghe dOt pha cua Honda.

    + Dong cO 110cc manh me va tiet ki~m hang dau.+ H~ thong phun xang di~n tll PGM-FI.+M~t dong ho rong dU'Qcthiet ke g6c canh vOi nhfrng dU'bng sang bac cung cap thuc

    su nOi b~t ca VaGban ngay Ian ban dem va ghip tang kha nang quan sat len mLrctOda,

    + Nut kh6a phanh sau gnip ngan xe lao ve phia tnrcc khi khai dong va rat an toan chngU'OisLrdung.

    vm, Honda Wave (gom: 110RSX, 110RS, 110S, alpha)-Mau sac: da d a n g .-Kh iid : h ang muc t ieu: tang lop thu nhap thap, thanh nien.-f)~c dU?'m n6i b~t:+ Dong cOmanh me, ben bl va tiet ki~m nhien li~u.+Tern xe tre trung, nang dong day ca tinh,+ HOc dung do di dong, rat ti~n lQi de dung nhfmg v~t

    dung ca nhan,+ M~t dong ho thiet ke hi~n dat, hien th ] thong tin rarang.

    +Kh6a nr an toan va tien lot.+ Tat ca h~ thong die~ khien da dU'Qchoan dOi vi tri cho nhau mOt each khoa hoc, gnipngU'Oilai SLrdung de dang hen (loal 110cc).

    ix. Honda Super Dream:-Mau sac: tim.-Khact: hang muc t ieu: tang lop c6 thu nh~p thap, nhu

    cau chuyen chao

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    -f)~c dU?'m n6i b~t:+ Tay nam sau thiet ke mOi - gia tang dO ctrng de lap gia cho hang.+Dong cO Honda - Hi~u suat cao, tiet ki~m nhien li~u va than thien vOi mdi trLlong.+Giarn soc (phuoc nluin) sau - Thiet ke mol tang cuong dO cirng.

    2. Gia ea:Cac san pham cua Honda Vi~t Nam co gia canh tranh, hop If, phil hop vOi nhom khach

    hang muc tieu cua san pham do.

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    Cong ty Honda Vi~t Nam phan phdi san pham xe may thong qua h~ thong cira hang banhang va djch vu do Honda uy nhiern (gQi dH la HEAD). Honda Vi~t Nam co mang ILfOiphanphdi rQng khap tren ca nLfoc, cho den nay, Honda Vi~t Nam da co tOng cQng 397 HEAD ta63 tlnh/thanh, Honda Vi~t Nam lufm cO gang het minh de dem l~i str hIDlong cao nhat chkhach hang qua cac dich vu ban hang va sau ban hang chu dao, Hang thang cong ty HondaVi~t Nam se ket hop vOi cac cira hang HEAD to chtrc cac chucng trinh khuyen mai dich vucho cac khach hang 0 xa, khong co dieu ki~n den HEAD de lam djch v u. v e t sd nrong IOcnng chat lircng cao cua HEAD thi co the noi Honda Vi~t Nam da mang cac san pham dambao chat IUQng cua minh den t~n tay ngLfoi tieu dung.4. Xuc tien:a. Hoat dQng quang cao: dUQ'cHonda Vi~t Nam s u dung nhieu tren cac phUOng ti~n

    khac nhau:-Nhom phuong ti~n quang cao tren cac tap chi, bao chi: cac chuyen muc quang cao tre

    cac bao Thanh Nien, TuOi Tre, ...-Nhom phtrong ti~n truyen thanh, truyen hinh, Internet: tuy chi phi quang cao qua truyen

    hinh thi cao nhung no l~i dem l~i hi~u qua thuc s u to lon, bOi sLrcIan toa cau no rQnkhap ca nLfOc.Bang cac doan quang cao, Honda Vi~t Nam co the glri thong di~p cuaminh den vOi moi ngLfoi dan Vi~t Nam.

    -Nhom phuong ti~n quang cao ngoai trOi nhu' pano, ap-phich, ... cling dUQc Honda Vi~Nam ap ung rQng rill.

    h. Tuyen truyen va quan h~ ding cluing, heat dQng xii hQi:-Quan h~ vOi bao chi, cung cap nhirng thong tin co gia tr] cho cac phuong ti~n de tuyen

    truyen hen nCiave hinh anh cua Honda Vi~t Nam.-TIDrro cho nhieu chtrong trinh truyen hinh.-TO chuc cac chucng trinh ca nhac, bieu dien motor de giOi thieu cac san pham cua

    Honda Vi~t Nam den vOi tang lop thanh nien - khach hang tiem nang trong nrong lai.

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    -To chtrc tuyen truyen, huong dan "An toan Giao thong" trong cac tnrong hQC, to chucac bUOihUong dan lai xe an toan, chlJ'Ong trinh "Toi yeu Viet Nam", ... nham nangcao hen nCianhan thtrc cua nglJ'Oidan Viet Nam trong viec dam bao an toan khi thamgia giao thong.

    -Thl/c hien cac cuoc v~n dong trong cay xanh-Honda Viet Nam lufm quan tam den cac hoar dong nr thien, gay quy he trQ benh nhfin b

    ung thu, he rro ngUoi dan ngheo sau thien tai, quy bao tro tre em...-Cong ty Honda Viet Nam luon quan tam den viec he tro glao due thong qua cac heat

    dong nhtr trao t~ng giao cu giang day, t~ng hoc bong cho hoc sinh, sinh vien co thanhrich xuat sac vi tucng lai uroi sang cua the he tre Viet Nam.

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    ~ . , ,PHAN C: GIAI PHAP:I.Biob hU'Ong phat trien cua Honda Vi~t Nam:

    HONDA la mQt nhan hi~u Ian va lau doi trong th] trUong xe may Vi~t Nam. Vi the, cong tHonda Vi~t Nam da de ra dinh hUang phat trien lau dai, hop ly, de co the dua cac san phamxe may HONDA den tat ca nglJ'Oidan VI~t Nam.1. MO rQng hOn ",Sa th] trU'Ong trong va ngoai nU'Oc:Tong glam dOc Honda Vi~t Nam, ong Hiroshi Sekiguchi cho biet"Chung toi se phat trien

    th ] tnrong hutmg ve nong then, dong thOi day manh xuat khau phu tung va xe nguyenchiec. Cong ty se dtra ra nhCrngmau xe may dlJ'

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    nhCrng day chuyen san xuat mOi cua hang con c6 chat lurmg cao han mOt sO nh a maHonda nOi W~ng khac tren the giOi, dien hinh la day chuyen san dung cho dong Sh cuaHonda Viet Nam mOi va hien d~i han Honda Italy.Honda Viet Nam xem chat ltrong cua djch vu sau ban hang cling la mOt tieu chi quan trong

    de nang cao uy tin cling nhtr hinh im h cua hang. De dam bao djnh hLf6ng nay thi HondaViet Nam da xay dung mang lU'OiHEAD rong rai tren toan quoc cung vOi dOi ngii nhfin vienphuc vu nhiet tinh, t~o an urong tOt dOi vOi khach hang. Honda Viet Nam dLfa ra nhfmgchinh sach bao hanh 2 nam hoac 20.000km cho cum dong sa, 1 nam hoac 12.000km cho cachi tiet khac. H~mg nam, Honda Viet Nam cling c6 nhfmg chuong trinh bao dU'ong luu dongden cac vimg nang than.3. Quan tam den cac heat dQng xa hQi nham nang cao chilt lUQ'ng cUQc song:La mOt trong nhCrngcong ty xe may Ian va noi tieng tai Viet Nam, nen Honda Viet Nam

    cling rat quan tam den cac van de cua xa hOi, cac heat dong nr thien, giao due, mdtruong .... cu the:a. Giao dl:lc:Nh~n thtrc dLfqc tam quan trong cua su' nghiep giao due doi vOi urong lai dat ntroc

    Honda Viet Nam da c6 nhieu hoat dong nham khuyen khich, he tro the he tre Viet Namthong qua cac hoar dong nhu' trao t~ng glao cu giang day, t~ng hoc bong cho hoc sinh, sinhvien c6 thanh tich xuat sac. C6 the ke ra nhieu heat dong cua Honda Viet Nam nhu: cuocthi "Y tU'ang tre thO", chuong trinh trao t~ng thiet b~day nghe stra chUa xe gan may cho catruong dao tao nghe tren toan quoc, Giai thU'ang Honda YES danh cho Ky sir va Nha khohoc tre Viet Nam, ...h. HOillt dQng tu thi~n:VOi tinh than, "La lanh durn la rach", cam thong va chia se tnrcc nhCrngnei dau, mat matCong ty Honda Viet Nam da lufm he tro kip thai cho ngLfai dan khi xay ra thien tai, bao lfi vtien hanh nhieu hoat dong t ir thien khac nhu: gay quy ling hO mua may chfra benh ung thucho benh vien Nhi Trung irong, t~ng Quy Bao tro tre em, thanh l~p Quy phat trien congdong, he tro dong bao mien Trung sau thien tai, ...c. HOillt dQng xa hQi khac:Thuc hien muc tieu tra thanh mOt cong ty dU'qc xa hOi mong dqi, Cong ty Honda Viet

    Nam rat tich cue tham gia xay dung mOt dat nU'oc Viet Nam nrot dep han. Ngoai cac headong glao due va nr thien, Cong ty con to chirc cac hOi thi "Lai xe an toan" mang ten "To

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    1yeu Vi~t Nam" tat hon 20 tlnh thanh tren ca nUoc; tai trQ cho cac hoar dQng the thao, vanhoa nhu' "Sao Mai >iem Hen 2006", "Con dU'Ong am nhac" ... Cling nhu' cac thanh vienHonda khac tren toan d~u, C6ng ty Honda Vi~t Nam rat quan tam den van de bao v~ m6tnrong va phat trien san pham than thien vOi m6i trUong.

    II.MQt s O doi thu eitlnh tranh eua Honda Vi~t Nam:1. Cong ty Yamaha Motor Vi~t Nam:Yamaha Motor Vi~t Nam bang moi nO ltrc de tra thanh mQt thanh vien tich cue cua cQndong Vi~t Nam, nhanh chong gop phan vao su' phat trien cua nganh c6ng nghiep Vi~t Namtrong linh vue xe may. Phuong cham cua Yamaha 1a "hUang vao th] mrong va huong vaokhach hang". Phuong cham nay bat dau t ir y kien phan hoi cua khach hang sau do dtrocchuyen tai den cac ben co lien quan cua Yamaha Vi~t Nam. vOi phtrong cham nay, c6ng tse dap Lrngmong dQi cua khach hang ve chat 1UQngsan pham cling nhu' djch vu sau banhang. Cac dong san pham hi~n nay cua Yamaha Vi~t Nam cling da dang, mOi san pham deuhUang den mQt nhom khach hang nhat dinh va 1a dOi thu canh tranh true tiep vOi HondaVi~t Nam: Nouvo, Mio, Luvias, Cuxi, Exciter, Jupiter, Sirius, Taurus. Cac san pham cuaYamaha Vi~t Nam co uu diem: kieu dang, mau sac tre trung, may manh, em...

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    2. Cong ty SuzukiMotor Vi~t Nam:G21nlien vOi d~c tinh dang tin c~y va chinh hieu, Suzuki hien Ia thuong hieu dtroc danh

    gia cao tat han 190 nLfOcvOi nhieu dong san pham da dang, Khong ngung nO luc, Suzukchap nhan thach thtrc trong viec cai tien cong nghe nham dua ra nhCrngsan pham tinh tedem I~i nhieu cam xiic cho ngl1ai sLrdung. NhCrngsan pham cua Suzuki co chat lurmg cavOi kieu dang hien d~i nen cling Ia mOt dOi thu khong kern phan nguy hiem m~c dii thphan xep sau ca Yamaha. Cac san pham hien tat cua Suzuki gam co.Hayate 125, Amity125, SkyDrive,

    X-bike 125, Smash.

    III. Phan tich rnatr,n SWOT:1. Diem manh cua eongty:a. Honda Vi~t Nam ludn l a doanh nghi~p dan dau trong nganh eongnghi~p ehe t,o x

    may:Tinh cho den thai diem hien tat, cong ty van luon di dau trong linh vue cung uug san

    pham xe may den tay khach hang. Nam 2009, tOng ILfQngxe may tren toan th] tnrong da2,75 trieu xe, tang 8% so vOi nam trircc. Th] phan Honda cling tang, 110ctinh d ar khoang

    ' 'I 'bl!e [!r

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    260%. Doanh 56 ban hang ella Honda Viet Nam dat 1,43 trieu xe cac lo~i (tang 18% so vO

    nam 2008), d ar ky luc ban hang eao nhat tLrkhi thanh l~p.

    h. IlUQ'c nguOi tieu dung yeu men va tin tuirng.VOi chat lirong tuyet vOi ella cac san pham, Honda da di VaGtiem there ella moi ngLfodan Viet Nam cling nhu' toan the giOi. Khi nhac tOi xe may la phal nhac den Honda.

    c. Cong ty da thanh cong trong vi~c xay dl:l'DgmQt hinh anh d~p cho minh,Nhae den Honda Viet Nam, ngLfoi tieu dung han se nghl ngay den thong diep "Toi yeu

    Viet Nam". Thong diep nhu la mOt str khang dinh chinh sach hl1ang ve khach hang ellacong ty. Cong ty da co rat nhieu dong gop tich cue VaGsu' phat trien chung ella toan xa hOtren nhieu linh vue nhu' dong gop VaGngan sach nha nl10e, tuyen truyen an toan giao thong vhuong dan lai xe an toan, ho tr q phat trien giao due, van hoa, nghe thuat. ... Honda VietNam da vinh dl,J'dLfqe uy ban An toan giao thong Qu6e gia trao t~ng bang khen "Co thanhrich to Ian trong cong tac ATGT". Van hoa doanh nghiep dl1qe eoi la chia khoa tnrong tOella DN va gop phan xay dung hinh anh ella cong ty. Xet den van hoa ella cong ty, trl10ehet, noi den triet ly kinh doanh ella cong ty. Honda Viet Nam hoat dong du a thea 2 niem tin

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    ton trong con ngl10i va niem vui . 6ng Atsushi Kikuchi, giam doc tai chinh va truyen thongcua cong ty Honda Vi~t Nam: "Chung tai khong phai la mOt cong ty Nh~t Ban, cluing tai ctren 3,500 nhan vien ngl10i Vi~t va chua den 20 ngLfoi Nh~t. Va cluing tai da heat dong 0Vi~t Nam dLfQctren 10 nam. Honda co triet ly kinh doanh cua rieng minh. Toi khong nghi lno chi danh cho mOt cong ty Nh~t. Va vi the triet ly kinh doanh nay da dLfQcap dung 0 taca cac cong ty Honda tren toan the giOi.

    d. Cong ty co mQt dQi ngii kithu,t vien co trinh dQ cao,Cong ty cling d~c bi~t clni trong dao ti;io, phat trien ngudn nhan ll/c vOi cac khoa hocthuong xuyen trong cong ty va cac khoa dao tao tat nLfOcngoai. Tinh den nam 2006, cong tda co gan 300 nhan vien tham str cac khoa dao ti;io nang cao kien thtrc, tay nghe ti;ii nhieunl10c nhu' Nh~t Ban, Thai Lan .... Cling tinh den nam 2006, cong ty da co hOn 3500 nhfivien, Cong ty cling thircng xuyen to chirc cac cuoc thi ve tay nghe cho cac kI thuat vien trongcong ty. Muc dich chinh cua cuoc thi la ghip cac thi sinh trau dOi them kien thuc, kinhnghiem, Quan diem cua cong ty la danh gia con ngLfoi qua cong vi~c. Tuc la ho khong qude cao nang ltrc ban than cua mOi nhan vien rna ho t~p trung VaGvi~c tim ra vi tri thich hopcho nhan vien do.Ho clni trong vi~c boi dl10ng nhfin till va mOi ngLfoi mol, Khi khai thacphat trien mOt IOi;iixe may mOi, Honda lufm tin nhiern sLrdung mOt each co y thtrc nhCrnnha nghien cuu tre. M~c dii neu chi kiem tra rieng bi~t ve mat kI thuat, tay nghe thi lOp kthuat lfiu nam se tOt hon, tuy nhien ho li;ii de di VaGcon dLfOngmon cua nhCrngnghien cuutrl10c day, khong thich tmg kip thai vOi su thay dOi cua th] tnrong, Vi vay, khi che ti;inhCrngsan pham moi, Honda luon slr dung mOt loat ngl10i mol thuc hi~n ke hoach cuaminh.

    ~ '-'e. Chat lU'Q'ng san pham.san pham cua cong ty, tLr nhCrng chiec xe may dau tien xuat hi~n da de li;ii nhCrng an

    tucng tOt dep ve mOt san pham co chat ILfQngtOt, ben va d~c bi~t la phil hop vOi dja hinVi~t Nam va the chat cua ngLfoi Vi~t Nam. Cac san ph am cua cong ty da dang ve chungloai va mau rna. Honda Vi~t Nam dua ra th] trl10ng xe Wave 110, Air Blade, Wave RS, WavS... sLrdung cong ngh~ phun xang di~n tlr, tiet ki~m nang ltrong, than thien vOi mol tnrong)~c bi~t, cuoi nam 2009, Honda Vi~t Nam da giOi thieu kieu xe cao cap nhat SH nham dapung nhu cau cua khach hang ... TLrkhi co mat ti;ii Vi~t Nam, Honda da giOi thi~u rat nhieumau rna xe may mOi, cai tien cac mau xe cii va lufm la di dau trong doanh sO tieu thu vem~t hang nay tal th ] trLfong Vi~t Nam.

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    2f. Chien IU 'Q ' c d lnh gia dung dan

    Thanh cong cua Honda trong vi~c chiem linh th ] tr110ng khong chi dl/a t ren mau rna vchat lircng san pham cua ho rna mQt phan quan trong khong kern, d6 la ky thuat dinh gicua cong ty Honda. Cac san pham cua Honda luon dl1Qc dinh gia nham phii hop vOi tOi dkhach hang cua ho, nr nhCing san pham binh dan dap uug nhu cau di l~i thiet yeu dennhfmg san pham cao cap c6 gia rat cao nham thoa man nhu cau slr dung, the hien dangcap cua nglJ'Oi sLrdung,Neu xet t ren th ] trl10ng hi~n t~i, chi c6 duy nhat dong xe may cao cap Sh cua Honda la c6

    gla cao. Con l~i nhfrng dong san pham do Honda Vi~t Nam cung cap phan IOn la nhfmg sanpham binh dan, phii hop vOi nhu cau va kha nang thanh toan cua d~i da sO nglJ'Oi dan Vi~Nam.R6 rang, chien IlJ'Qcdinh gia cua cong ty Honda Vi~t Nam chu yeu nham VaGt~p khach

    hang muc tieu cua ho, d6 la tang lop trung binh cua xa hQi. Day chinh la ll/c 111Qngkhachhang chu yeu cua cong ty trong suOt nhfrng nam qua. Vi the, cong ty lufm d~t t~p khach hangnay len hang dau trong nhfmg chinh sach cua minh, Tuy nhien, Honda khong dimg l~id6,hQ da c6 nhfrng san pham cao cap dlJ'Qcnhap khau nr n110c ngoai nham tiep c~n nhfmgkhach hang thuoc tang lOp cao.Viec dinh gia nhirng san pham nay cling dlJ'Qc Honda thuchi~n kha thanh cong, m ire gia rna Honda dua ra la tlJ'Ong dOi cao, tuy n hie n, k ha ch hang dedang chap nhan mire gia nay de c6 the sO hiru mQt chiec xe may thuoc hang sang.

    g. COOO hill tang tOtDe dap Lrngnhu cau xe may cua ng110i tieu dung, cong ty da lien tuc dau ur xfiy duog cO

    sO h~ tang. Thang 3 nam 1998, nha may xe may thLrnhat di VaGhoar dQng. VOi vOn dau n290.427.084USD, va sO lao dQng lam vi~c trong nha may la 3560 ng110i, cong ty 110ctinh dacong suat 1 trieu xe 1 nam va dl1QCdanh gia la nha may che t~o xe may IOn nhat khu vueDong Nam A . Khi nhu cau ve xe tay ga tang nhanh, cong ty da kip thbi xfiy dung them nhmay xe may thLr2 VaGthang 8 nam 2008. Nha may thLr2 dtrcc dau ur 65 tri~u USD vOi 137lao dQng. Nha may thLrhai di VaGhoar dQng vOi cong suat 500.000 xel nam , Su ' tang nhanhnhu cau th ] truong khien cong ty lufm phai tich cue mo rQng san xuat va dau ur xfiy dungcO sO ha tang. Ngay 29/6/2010, Honda Vi~t Nam da cong b o vi~c mo rQng nang ll/c sanxuat cua nha may xe may 0 Vi~t Nam them 500.000 xe, nang tOng cong suat len 2 trieu xmay/ nam vOi muc dich chii trong phat trien dong xe tay ga trong tlJ'Ong lai, dap irng nhu caungay cang tang cua th] trlJ'ong. Vi~c mo rQng nang ll/c san xuat Ian nay nam trong ke

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    hoach r n a rong nha xLfang tren dat hien co cua cong ty. TOng sO vOn dau tl1 dukien se letOi 70 trieu USD, theo ke hoach phan nha may r n a rong se di vao heat dong vao nLraeuOnam 2011.

    h. H~ thong phan phOi cua Honda rQng khap toan quoe va ludn hu6ng den bao v~mdi trUO'ng.Cong ty Honda Viet Nam phan phOi san pham xe may thong qua he thong cua hang ban

    hang va dich vu do Honda uy nhiem (got tat la HEAD). Cac HEAD deu tien hanh SUdungmay hut khi thai nr ong xa xe may, he thong thu hoi dau thai khi tien hanh sUa chfra xe vphan 109i rae thai nhu' rae sinh hoat, rae cong nghiep, dau nhct hay cac 109i dau khac,i. M9t t h e miilnh nita ella Honda Vi~t Nam Id v e chat Iuvng d!ch v ~ .

    Cong ty luon lay khach hang la muc tieu phuc v u . Khong ngung nO luc nghien cuu dua rcac san pham mOi vOi chat ltrong - an toan va gia ea hop ly, Honda Viet Nam lufm cOgang het minh de dem 19i su' hill long eao nhat eho khach hang qua cac djch vu ban hang vsau ban hang ehu dao.Hang thang cong ty Honda Viet Nam se ket hop vOi cac cua hangHEAD to chtrc cac ehl10ng trinh khuyen mai dich vu eho cac khach hang a xa, khong cdieu kien den HEAD de lam djch v u . Honda Viet Nam "ve tlnh" cham soc khach hang. Theodo, khach hang se dl1qe kiem tra xe mien phi b~mg he thong chan doan chuyen dung cuaHonda (HDS) va bao dLfOngdjnh k Y cac cap tucng duong 5.000, 10.000 va 20.000 km, thuchien sUa chfra nho va thay the phu tung ehinh hieu vOi chi phi khong dOi so vOi khi khachhang mang xe tOi cac D9i ly cua Honda.

    2. Diem yeu cua eong ty:Gan day, ngl10i tieu dung vo cung bat binh ve vu "109n gia" cac san pham cua cong ty

    Moi day nhat la vu "109n gia" xe PCX. Theo gia de xuat tat cong ty Honda Viet Nam, giehiee xe PCX la 49.990.000 d. Tuy nhien gia ban cua xe nay tren th ] trLfong la 60 den 68 trieudong. Sau su' viee nay, hinh anh cua Honda Viet Nam da de ra nhieu an nrong khong tONhieu ngl10i da quyet dinh quay lung 19i vOi cong ty. Nhieu khach hang tiem nang cling nbo y dinh dung san pham cua Honda Viet Nam. Theo danh gia thi viee 109n gia cua Hondase dem 19i mOt lqi nhuan kha Ian eho Honda nhung do chi la lqi nhuan trl10e mat, can xeve lau dill, no anh hl1ang Ian den hinh anh cua Honda trong mat ngLfoi tieu dung, lam madi ltrcng khach hang nrong lai. L09n gia khong phal chi trong dip nay rna ngLfoi tieu dung cthe lien nrong den nhieu Ian 109n gia trl10e cua Honda Viet Nam. Ke tir khi Honda Vie

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    2Narn dU'Qcthanh l~p, mei khi san pham mol cua Honda ra dOi l~i co nhfrng vu loan gia xayra. Nam 1999, khi mau Future ra dOi, rOi tiep den la Spacy, Click va d~c biet la All' BladeAir Blade da xuat hien tren th] trl10ng nr thang 4 nam 2007. V~y rna den nay dong xe hayvan khan hiem tren th ] tnrcng, Honda Viet Narn da khong kiem soat dl1Qc gia san phamkh6ng luu tam den th] hieu khach hang cling nhtr chua quan ly dU'Qccac HEAD do minh uynhiem, LQi dung su' long leo ve quan ly gia xe, cac HEAD dua nhau dtra gia len khien khachhang phai "choang" vi toc dO tang gia. ve phia khach hang, do chuong hang danh tieng dekh2lng dinh d2lng cap nen ho chap nhan gia cao. Nhu' v~y, "loan gia" co phan do lei cuac6ng ty Honda Viet Narn, co phan do cac HEAD, va cling co phan la do lei cua khach hangTuy nhien, HVN da kh6ng kiem soat dl1Qc gia san pham, kh6ng luu tam den th ] hieu khachhang cling nhu' chua quan ly dl1Qc cac HEAD do minh uy nhiem.Vl:J "loan gia" cho thay ra nhfrng diem yeu cua c6ng ty:- Tl1 duy ban hang va each thtrc cham soc khach hang con thap.- Kh6ng luu tam den th ] hieu cua khach hanh,- Kiem soat he thong phan phOi ban Ie cua HVN con kern.- Kh6ng kiem soat dl1Qc gia thanh san pham.Honda chua kiem soat dU'Qchet trong qua trinh san xuat nen da co tinh trang san pham

    khi da tung ra th ] truong con b] lei va phal thu hoi l~i gay ra su' hoang mang cho ngU'bi tieudung. Gan day nhat la Honda da phai thu hoi 2154 xe LEAD vi lei binh xang . M~c du da thuhoi va sira chua m i E m phi cho khach hang nhung dieu nay da anh hU'Ongkh6ng tOt den uytin cua c6ng ty, lam lung lay niem tin cua khach hang.

    3. CO'h9i:a. Thi trU'Ong r9ng IOn va co nhieu kluic th] trU'Ong tiem nang.

    Viet Nam co cO cau dan sa tre, vot quy m6 dan solOn, da tang dan sa van con cao va dutri trong vong nhieu nam nua. No tao ra nhirng cO hOi Ian cho cac doanh nghiep,ThLrnhat, do la yeu to khach hang. Theo thong ke cua c6ng ty Honda Viet Narn, th] tnrong

    xe may cua Viet Nam dang tang trl10ng manh, nam 2009 dar 2,26 trieu xe, tang khoang 20%so vOi nam 2008 va trO thanh th] trutmg xe may IOn ther 4 the giOi sau Trung Quoc, A n >0Indonesia. >~cbiet, th] trU'ong xe tay ga da co bl10c tang mrong ra ret, dat 750.000 xe (tan

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    70% so vOi nam 2008) )- con sO tinh thea san lLfQng thuc te cua 4 DN FDI san xuat tat VietNam, chua ke cac loai xe tay ga nhap khau cao cap khac. Nh~n thay ra nhu d~u nay, cong tlufm c6 ke hoach xay dung them ca c nha may san xuat, C a c nha may xe may sO 1, sO 2 da dVaGhoat dQng va mQt nha may san xuat xe may nCra sap dU'Qc xay dung.ThLr hai la ngudn lao dQng. Ngudn nhfin cong gia re van luon hap dan vOi bat ki doanh

    nghiep nao tat Viet Nam. So ngU'Oi trong dQ tuOi lao dQng chiem tl Ie Ian tren 60% r n a rcO hQi tim kiem nguon nhan cong cho doanh nghiep,ThLr ba, r n a ra mQt huong phat trien cho doanh nghiep. Di sau phan tich cu the mQt sO ch

    tieu dan sO nhu' cac yeu to gioi tinh, dQ tuOi, thu nhap ... se la nhCrng kluic th] mrong rndoanh nghiep d~n chii y . MOi khiic th ] trU'ong nen c6 nhCrng hU'ang tac dQng khac nhau vesan ph am, tiep th], quang cao ... T y Ie dan sO nr 15- 35 chiem gan 60%, cho thay mQt thmrong tre va nang dQng, thich ung nhanh vOi cac san pham mOi. HU'ang VaGdOi nrcng nayla nhCrng san pham phil hop vOi giOi tre, the hien sir nang dQng va ca tinh, Doi vOi xe maythiet ke the thao, kieu dang bat mat, mau sac tre trung, toc dQ .. .la hLfang den dOi nrongnay. Nhu' trong nam nay, Honda Viet Nam chinh thtrc giOi thieu ra th] trutmg CLICK PLAYlo~i 2010 vOi thiet ke va sac mau cue ky tre trung, soi dQng danh cho cac ban tre lLra tuOtir 18 den 22.MQt con sO dang chii y la hien nay a Viet Nam, tl Ie nam nCr la 98,1 nam t ren 100 nC

    (2009). Phai nCr cling la mQt khtic th] trucng tiem nang cua doanh nghiep. Cong ty HondaViet Nam cling da clni y den dOi nrcng nay va dua ra mQt sO dong xe danh cho phai nCrnhuLead, Click. ..

    h. Nhu diu sit dung xe may tang cao.Xa hQi ngay cang phat trien, cang yeu cau moi cong viec phai dLfQc thuc hien mQt each

    nhanh ch6ng va hieu qua. Khoa hoc- kl thuat ngay cang phat trien, nhCrng ung dung cua n6de nang cao hieu qua lam viec cang nhieu, Nhumuon chuyen mQt till lieu nr noi nay quanOi. Nhu cau di l~i cua con ngLfoi cling tLr d6 rna tang len. a Viet Nam hien nay, xe may cthe coi la phtrong tien di l~i phO bien va thong dung, cling nhu' tien lQi nhat, Cang ngay nhucau sLr dung xe may cua ngU'oi dan cang cao. Khong chi phuc vu nhu cau di l~i, xe may conthe hien ca tinh, dtmg cap ... cua ngLfoi sLr dung xe may.c. Kinh t E ! ' Vi~t Nam dang tren da tang trU'Ong.

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    2Vi~t Nam co tOc dQ tang GDP kha cao va On djnh trong nhieu nam gan day,GDP binh quan

    dau ngLfoi cling tang lien tuc. Do do suc mua se tang va ti;io cO hQi cho doanh nghiep r nrQng th] trLfong.

    d. Thu nh,p trung binh cua ngU'Oi dan 0muc de) tU'O'ng doi.Thu nh~p binh quan dau ngLfoi a Vi~t Nam tang tir 835 USD cua nam 2007 tang len 960

    USD vao nam 2008 (dar han 90% so vOi ke hoach) va dat 1.100 USD vao nam 2009. Tuynhien, ty l~ phan hoa giau ngheo la mQt thuc te tOn tal a Vi~t Nam hi~n nay. Khoang eachgiCramire thu nh~p cua cac nhom lao dQng dang ngay cang co su chenh l~ch ra net, d~c bi~la a cac thanh phO lrm.Nhu' v~y, neu mQt doanh nghiep khong chii y den chi tieu nhfin khauhoc nay thi nr doanh nghiep da danh mat di cO hQi phat trien cua minh. Do str chenh l~chgiau ngheo la qua Ian nhu' v~y, nen cac san pham muOn thu hut dLfQcnhieu khach hang thphai quan tam d~c bi~t tOi mire gia. Tal Honda Vi~t Nam, dong san pham xe may cao capnhl1 SH vOi gia ban han 100 tri~u dong danh cho nhCrng ng110i co thu nhap cao, dong xWave vOi gia chi hon trong khoang tir 10- 20 trieu danh cho nhCrngngl1bi co thu nhap thapva sLr dung xe may chu yeu la de phcu vu cong vi~c cua ho. Cac dong san pham thuoctam trung nhu' Future, Click, Air Blade ... danh cho nhCrngng110i co thu nhap trung binh.e. Vi~t Nam day manh hQ'p tac quoc lE t

    Vi~c Vi~t Nam gia nh~p WTO da r n a ra nhieu cO hqi mol cho cac nha dau ur tiep c~ thtruong quoc te, co dl1Qc vi the phap ly blnh dang trong tranh chap thucng mai, r n a cua khvue dich vu cua Vi~t Nam, d~c bi~t Iinh vue ngan hang, thuong mai ban Ie, cac cam ket vTRIMS, dem lai che dq dai xU quoc gia cho cac cong ty co van dau nr n110c ngoai, go bo cayeu cau xuat khau, ham ltrong trong nude, su minh bach va thong thoang .... Dong thOi la cOhQi tiep xiic dl1Qc vOi khoa hoc- kI thuat mQt thuan lQi han. Vi~t Nam gia nhap WTO, hoptac qucc te dLfQc day manh cling la mQt cO hQi, neu biet nam bat thi se thu dtroc cakhoan dau ur Ian va nhCrnghopdong kinh te thu lQi nhuan cao.

    4. Thach thuc dOi vO i cong ty:a. Thach thuc cua cong ty trU'oc het den tit doi thu c,nh tranh cua cong ty.

    Hi~n nay tren th ] trLfong xe may Vi~t Nam co cac nha cung cap Honda Vi~t Nam, YamahaVi~t Nam, Suzuki, SYM... Trang do, Honda Vi~t Nam chiem khoang 60 % th] phan, Yamahachiem khoang 25%, con li;iikhoang 15% th] phan thuoc ve cac nha phan phdi khac. Tuy kerxa ve th ] phan xe may nhung Yamaha dang la ng110i thach thtrc th] truong. Honda Vi~t Nam

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    2nOi b~t vOi dO ben thi Yamaha Viet Nam li;ii danh dLfQestr men mo ella giOi tre. Su' eanhtranh trong nganh dien ra rat gay gat. Ngoal hai dOi thu canh tranh t rue tiep vOi nhau lYamaha va Honda, kluic nay con co s u tham gia ella nhCrnglien doanh nhu' Suzuki, SYM, cadan vi trong nLfOeva mOt nhan to moi la Piaggio. Du co mire dau nr khiem tOn 15 trieu USDvao nha may co dien tich 3 ha nhung Piaggio van la dOi thll dang gam. VOi san pham ehinhla Vespa, Piaggio la hang dau tien lap rap xe tay ga eao cap tal Viet Nam, tao lQi the ve giva he thong bao hanh trLfOecac mau xe nhap khau ella Honda va Yamaha. Chua the la dOtrong ella hai lien doanh tren nhung bLfoe di ella Piaggio nam trong ke hoach nang eao sanltrong toan eau. Rat co the trong nrong lai, nha may ta t Viet Nam la diem trung chuyensang cac nLfoe khac va khi do, Piaggio se trO thanh mOt the ltrc dang ke.

    h. NguOi tieu dung ngay cang co nhiE!u xu hU6'ng l,!a chon san pham.

    Cong ty danh dLfQeth ] phan Ian cilng mOt phan bOi danh tieng, nhieu ngl10i tieu dung musan pham ella Honda chi boi danh tieng lau doi ella Honda. Day la xu htrong tieu dungkhong ben vCrngvi th] hieu khach hang thay dOi thea thai gian va chju tac dong ella rat nhieunhan to.

    c. H9i nh~p kinh IE!'quac IE!'.HOi nhap kinh te qudc te dem den eho Honda Viet Nam nhCrngcO hOi va ciing an chua

    nhieu thach thtrc. MO cua th ] mrong, don nhan str dau nr ella nl10e ngoai. Nhung cac doanhnghiep Viet Nam li;ii dCrngtrl10e nguy cO b] canh tranh manh me boi cac san pham ellanl10e ngoai. Trang thai ki xe Trung Quoe 0 at vao Viet Nam vOi gia cue re, hLfang vaokhach hang co thu nh~p thap- chiem ty Ie Ian trong dan so. Co thai diem, 10 trieu dong cthe mua dLfQegan 3 chiec xe may Trung Quoe. De gianh li;ii vi the, Honda Viet Nam ngayl~p nrc tung ra san pham Wave a vOi gia chi han 10 trieu. Gia nay hoan toan phii phop vOngl10i Viet Nam boi no xung dang vOi chat luong san pham.

    IV. Phan tich phieu khao sat v e cac san pham cua Honda Vi~t Nam:Nhom da tien hanh euoe khao sat th] truong vOi sO luong la 100 phieu. Tuy sO lLfQnkhong Ian nhung co Ie tarn dll vOi quy rna nho ella mOt de tai nhom. Sau khi tOng hop sO

    lieu thu thap dLfQe,nhom da co mOt sO nhan dinh ve thai dO ella ngLfoi tieu dung doi vOca c san pham ella Honda Viet Nam.

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    2- Thong tin ca nhan: dO tuOi cua nhfrng ngl10i dl1

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    nhien con 50 nay Ia kh6ng nhieu. Va trong 50 81 ng110i nay thi ho cho biet dmg neu sanpham cua Honda Vi~t Nam co gia cao hOn nr 0,5- 1 trieu so vOi san pham cimg loai cuacac hang khac thi co khoang 64% san sang mua san pham cua Honda Vi~t Nam. Ket quakhao sat cilng cho thay dmg hinh thtrc khuyen mill t~ng mil bao hiem cua Honda Vi~t Namthuc 5 1 ! Ia mOt hinh thtrc hi~u qua khi rna co den gan 94% thich hinh thuc khuyen mill nayCau hoi cuOi cling trong phieu khao sat Ia Honda Vi~t Nam d~n thay dOi yeu to nao trongcac yeu to da cho thi thay doi ve kieu dang cao nhat vOi 53%, tiep theo Ia yeu to gia ca vyeu to dich vu H~nIl1

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    V. Giai phap d e xuat:. . ,;,1. Sanpham:- san pham cua Honda Vi~t Nam tuy nhieu nhung cac loai trong cling mOt dong l~i gan nhuurong nr nhau, do do Honda Vi~t Nam can sang t~o ra cac lo~i trong mOi dong san phamcan co diem khac bi~t so vOi nhCrnglo~i con l~L

    - Trong nhirng nam gan day, xu huong chuyen tir xe 50 sang xe tay ga ngay cang tang bOi xtay ga co nhieu uu diem han xe 50 nhu' cop de do rong rill, kieu dang dep, de slr dungthoai mai, cho de chan rong fi ii , . .. Tuy nhien trong tinh hinh gia xang ngay cang tang cao nhuhi~n nay khien cho khach hang phai suy nghi l~i trLfOckhi quyet dinh mua xe tay ga, bOnhuoc diem Ian nhat cua xe tay ga so vOi xe sola tieu hao nhien li~u han nhieu so vOi x50. Do v~y, Honda Vi~t Nam can dau ur nghien cuu de dua ra nhfmg chiec xe tay ga comire tieu hao nhien li~u hop If.2. Gia ea:- Honda Vi~t Nam can phai quan li chat che han nCragia ca cac san pham cau hang khi dentay ngLfoi tieu dung, tranh tinh trang cac HEAD "lam gia", gay thiet h~i cho ngLfoi tieu dunIan uy tin cua Honda Vi~t Nam.3. Phan phOi:- Honda Vi~t Nam nen r n a rong han nCramang lLfOiHEAD de cac san pham cua minh dengan tay ngLfoi tieu dung han nCra.4 x, .~. ue tien:- Honda Vi~t Nam can phal nang cao chat luong djch vu ban hang va sau ban hang cua minhhan nfra, thuong xuyen bOi dU'ong kien tay nghe cua nhan vien.- Co cac chucng trinh khuyen mai d~c bi~t de tri an khach hang.- ThU'C1ngxuyen to chuc cac dot bao dU'ong, bao hanh luu dong den cac vimg sfiu vung xa.

    Tai li~u tham khao:-Giao trinh Marketing can ban - TrLfong D~i hoc Kinh te TP.HCM-www.honda.com.vn-www.yamaha-motor.com.vn-www.suzuki.com.vn-www.vLwikipedia.org-www.bookjob.vn-www.dantrLcom.vn-www.autonet.com.vn

    3

    http://-www.honda.com.vn/http://-www.yamaha-motor.com.vn/http://-www.suzuki.com.vn/http://-www.vlwikipedia.org/http://-www.bookjob.vn/http://www.dantrlcom.vn/http://-www.autonet.com.vn/http://-www.autonet.com.vn/http://www.dantrlcom.vn/http://-www.bookjob.vn/http://-www.vlwikipedia.org/http://-www.suzuki.com.vn/http://-www.yamaha-motor.com.vn/http://-www.honda.com.vn/
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