Luận văn hoàn thiện các giải pháp marketing trong kinh doanh thiết bị,phụ tùng phục vụ ngành hàng không việt nam tại công ty xuất nhập khẩu hàng không(airimex)

Tir khi Nghi dinh so 57/1998/ND-CP ngay 31/07/1998 va nhat la Nghi dinh so 44/2001/ND-CP ngay 02/08/2001 ra doi cho phep cac doanh nghiep duqc tu do hoa trong vide dang ky kinh doanh xua

GIAO DUG VA DAO TAO

TRUONG DAI HOC KiNH IE QUOC DAN

NGUYEN MINH Til

BO GIAO DUC VA DAO TAO

THONG TIM THU VIE n I

I TT

K ? IU-

TAI CONG TY XUAT NHAP KhAu HANG KHONG ( AIRIMEX )

LUAN VAN THAC SY QUAN TRI KINH DOANH

CHUYEN NGANH QUAN TRI MARKETING

GIAO VIEN HUONG DAN : - TS LUU VAN NGHIEM

- ThS VU HUY THONG

L&I CAM ON

Nghiem va ThS Vii Huy Thong - nhitng ngittii da tan tinh hitting dan toi trong snot qua trinh thitc hien va hoan thien ban chuyen de khoa hoc va

hoc Kinh te Quoc dan da giiip dti toi trong snot qua trinh hoc tap va nghien citu tai tntting.

nghien citu va hoan thien de tai.

Mot Ian nita, xin tran trong cam cm !

NGUYEN MINH TINH

MUC LUC

Trang

PHAN MO DAU

CHUONC I MOT SO VAN DE CO BAN VE MARKETING VA <SU VAN DUNG TRONG KINH DOANH

THIET Bl PHU TUNG PHUC VU NGANH HANG KHONG VIET NAM TAI CONG TY XNK HANC KHONG

1

1.1.1 Khai niem ve Marketing 1 1.1.2 Vai tro va vi tri cua Marketing trong hoat dong kinh doanh 3

1.2 Thi trudng hang hod tu lieu san xuat ( TLSX ) va sir anh hudng cua dac diem

hanh vi mua cua khach hang

11

1.2.1.2 Khai quat thuc trang thi trudng TLSX trong tucng lai gdn 13 1.2.2 Nhung dang mua hang chu yeu 14

1.3.1 Nhu cau trang thiet bi Hang khong tai Viet nam 20 1.3.2 Ngudi mua - ngudi ban/ hang san xuat 23

1.3.4 Canh tranh tren thi trudng 26

CHUONC 2 THUC TDANC CAC HOAT DONG MARKETING CUA CONC TY XUAT NHAP

KI1AU ( XNK) HANG KHONG 2.1 GicJi thieu ve Cong ty XNK Hang khong va thuc trang kinh doanh 30

2.1 1.1 Qua trinh hinh thanh va phat then nganh hang khong dan dung Viet nam 30 2.1 1 2 Qua trinh hinh thanh va phat then cdng ty XNK Hang khong 32 2.1 1 3 Hoat dong chinh cua Cong ty 33

2 1.1 4 Co cau to chuc - cac bo phan chuc nang 33 2.1.2 Dae diem va thuc trang hoat dong kinh doanh cua doanh nghiep 35

2 1.2.1 Nhap khau uy thac 36

2.2.2 Lua chon va tim kiem thief bi/ hang san xuat nude ngoai 46

CHUONG 3 HOAN THIEN CAC CIAI PHAP MARKETING — MIX CUA CONG TY 72 3.1 Nhu cau ve dau tu, mua sam trang thiet bi cua cac don vi su dung cua nganh 72

trong thdi gian toi

3.1.1 Dinh hudng phat trien cua nganh Hang khong dan dung (HKDD ) Viet nam 72

3.1.2 Danh gid chung ve trien vong thi trudng va muc tieu cua Cdng ty 75

3.4.3 Chfnh sach phan phoi 99

3.5 Nhung kien nghi vdi co quart chu quan va Nha nude 110

KET LUAN

DANH MUC TAI LIEU THAM KHAO

DANH M U■ C CAC BIEU BANG

4 Hinh 4 Nhung yeu to co ban anh hudng den hanh vi mua tu li ^ u san

xuat

16

6 Hinh 6 Cac phuong thuc tiep can tdi kh a ch hang 27

8 Hinh 8 Ket qua hoat dong kinh doanh cua AIRIMEX tr o ng nhung

nam qua

35

15 Hinh 15 Mo hinh dich vu nhap khdu theo dau thau 56

16 Hinh 16 Cac kieu kenh phan phoi cua Hang san xuat 64

18 Hinh 18 Mau thong diep quang cao cua AIRIMEX tren bao va tap chi 66

19 Hinh 19 San lu q ng hanh kh a ch cua H a ng khong Viet nam giai doan

2001-2005

73

20 Hinh 20 San luqng dieu hanh bay giai doan 2001-2005 75

21 Hinh 21 Mo hinh san pham dich vu nhap khau uy thac 83

22 Hinh 22 Mo hinh san pham trong dich vu dau thau ban hang 86

PHAN MO DAU

1- Sit can thiet phai nghien citu:

Vdi nen kinh te trudng thi se co chuyen mon hoa cao trong san xuat luu thonghang hoa Khi trao doi vuqt qua pham vi dia ly ciia mot quoc gia thi do la hoat dong xuat nhap khau Vdi xu hudng hoi nhap cac nen kinh te va tu do hoa thuong mai giuacac quoc gia nhu hien nay thi cac hoat dong xuat nhap khiu ( XNK ) ngay cang quantrong Nd gop phan day thuc day va lam thong suot giao luu hang hoa trong pham vi

khu vuc va toan cau

Cong ty Xuat nhap khau Hang khong ( AIRIMEX ) la mot don vi true thuocnganh hang khong dan dung Viet nam duqc thanh lap tren co so can thiet phai co mot

don vi chuyen xuat nhap khaiu cac trang thiet bi phuc vu cho nganh Hoat dong trudc

day khi Cdng ty moi thanh lap la nhan nhap khiu uy thac cac thiet bi phu tung chocac

don vi cua nganh Hang khong Viet nam Trong boi canh do Cdng ty la mot don vi mang tinh doc quyen cao

Tir khi Nghi dinh so 57/1998/ND-CP ngay 31/07/1998 va nhat la Nghi dinh so 44/2001/ND-CP ngay 02/08/2001 ra doi cho phep cac doanh nghiep duqc tu do hoa

trong vide dang ky kinh doanh xuat nhAp khau, cac don vi trong nganh hang khong vi

nhung ly do va loi ich rieng ciia minh tudung rathuc hien nhap khau thiet bi , phu tung trong do cd nhung don vi von trudc day la cac khach hang rat Ion cua Cdng ty nhu Trung tarn Quan ly bay dan dung Viet nam Cac cum cang Hang khong Midn Bac.Trung , Nam Mat khac cac nha cung cap nude ngoai cung cd the thong qua cac dai

ly, dai dien ciia minh de cung cap thiet bi theo dieu kien giao hang den tan chan cdng trinh Do vay, hoat dong uy thac xuat nhap khau ciia Cdng ty AIRIMEX da bi dat vao

tinh trang canh tranh ngay cang gay gat nhat la trong khi nganh hang khong dang phai

trien nhanh

Dung trudc tinh hinh do AIRIMEX phai hoat dong nhu mot nha thuong mai

trung gian canh tranh cd hieu qua , luc la phai chu dong lien he vdi nhung nha cung

cd'p/hang san xuat co tiem nang tren the gidi de dap ung nhu cau cua cac dem vi trong

nude dam bao hieu qua cao theo co che canh tranh - dau thau

De gianh duqc thing lqi trong canh tranh ngoai nang lire san cd cua Cong ty,viec hoan thien va phat tridn cac bien phap Marketing la nhan to quan trong nhat va

thiet yeu nhat Cac giai phap Marketing se gitip cho AIRIMEX thoa man tot nhu cducua cac khach hang trong nganh cung nhu thiet lap duqc cac kenh phan phoi hieu qua

Viec nghien cuu va ung dung Marketing trong hoat dong nhap khdu la cong viec kho khan, phuc tap doi hoi phai cd su nhan thuc thau dao ban chat su vat hien tuqng,doi hoi phai cd phuong phap nghien cuu va to chuc thuc hien khoa hoc va phai huy

dong duqc cac nguon lire can thiet Do la nhung van dd buc xue hien nay vdi Cong ty xuat nhap khau Hang khong

Vi vay luan van lay de tai "Hoan thien cac gidi phap Marketing trong kinh doanh cac thiet bi, phu tung phuc vu nganh Hang khong Viet nam tai Cong ty Xuat Nhap khdu Hang khong AIRIMEX “ lam doi tuqng nghien cuu vdi mong muon lam

rd nhung van de ly luan va gop phan giai quyet nhung buc xue trong kinh doanh hien

nay dCong ty AIRIMEX

2- Muc dich nghien citu cua de tai:

- long hqp nhung van de ly luan co banve Marketing va sir van dung cua nd trong

kinh doanh thiet bi, phu tung phuc vu cho nganh Hang khong Viet nam tai Cong ty xuatnhap khdu Hang khong

- Danh gid thuc trang nhung hoat dong Marketing, cac moi quan he vdi thi trudng,khach hang , nha cung cap cua Cong ty tren thi trudng vdi nhung uu nhuqc didm cua

chung so vdi cac doi thii canh tranh

Kien nghi ve cac giai phap Marketing cho hoat dong kinh doanh cua Cong ty

3- Doi tilong va pham vi nghien citu :

De tai tap trung nghien cuu cac hoat dong Marketing cua Cong ty trong linh vuckinh doanh dich vu nhap khau thiet bi phu tung phuc vu cho nganh Hang khong cua Viet nam trong do de cap den hoat dong cua Cong ty xuat nhap khau Hang khong

trong moi quan he vdi khach hang ( ngudi str dung/ khai thac ), nha cung cap/hang san xuat thiet bi, doi thu canh tranh va moi trirdng kinh doanh cua Cong ty moi trudng va thi trudng thiet bi hang khong va tu lieu san xuat khac.

4- Phuang phap nghien cucu:

Luan van sir dung mot so phuang phap nghien ctru sau :

- Phuang phap duy vat bien chirng

- Phuang phap duy vat lich sir

Phuong phap phan tich va tong hop

5-Nhiing dong gop cua luan van:

Luan van da tdng hop dupe nhiing van dd ve ly thuyet Marketing lien quan den

kinh doanh thiet bi chuyen nganh Hang khong trong do bao gdm cac ly thuyet vd

Marketing lien quan den thi trudng hang hoa tu lieu san xuat hanh vi mua hang cua cac

ngudi mua to chuc, khai quat ve thi trudng thiet bi hang khong tai Viet nam Luan van

dua ra nhiing giai phap mang tinh thuc tidn cao trong viec hoan thien cac chinh sachMarketing doi vdi Cong ty xuat nhap khaiu Hang khong Cac chinh sach dua ra phuhop vdi dieu kien kinh doanh there tai cua Cong ty ddng thdi phu hop vdi cac dinh

hudng phat trienkinh doanh cua Cong ty trong tuong lai

6- Ket cau cua luan v an :

Ngoai phan md dau va phan ket luan, luan van se bao gom nhiing chuong sau :

Chuong I : Mot so' van de co ban v6 Marketing va su van dung trong kinh doanh

thiet bi,phu timg phuc vu nganh Hang khong Viet nam tai Cong ty XNK, Hang khong

Chuong 2 : Thuc trang cac hoat dong Marketing cua Cong ty XNK Hang khong

Chuong 3 : Hoan thien cacgiai phap Marketing d Cong ty XNK Hang khong

CIIUWiVG I

MOT SO VAN DE CO BAN VE MARKETING VA SU VAN DUNG TRONG KINH DOANH THIET Bl , PHU TUNG PHUC VU NGANH HANG KHONG VIET

NAM TAI CONG TY XUAT NHAP KHAU HANG KHONG

Tir khi nen kinh te nude ta chuyen tu che do ke hoach hoa tap trung sang nen

kinh te thi trudng, Makerting da tung birdc dupe van dung va ngay cang trd nen quan

trong doi vdi hoat dong kinh doanh cua cac doanh nghiep

Khai niem Marketing va cac chien lupc, chinh sach Marketing ngay cang dupe

nhde tdi vala chu de cua nhieu cupc hoi thao, hoi nghi chuyen de hay don gian hon

la trong cac cau chuyen cua cacdoanh nhan

D£ nhan thuc sau hon ve Marketing, dudi day chung ta se phan tfch cac khainiem dac diem, vai tio va sir apdung cua Marketing tai doanh nghiep

1.1.1 KHAI NIEM VE MARKETING:

De co the hie’u ro hon ve Marketing, co le chung ta can tim hieu qua trinh phat trien cua cac “ quan diem quan tri kinh doanh “ Xet ve mat lich sir ve su ra

ddi ciia ly thuyet Marketing hien dai va viec van dung ciia no vao thuc tidn la mot

qua trinh Nd ghn lien vdi qua trinh tim kiem cac triet ly va phuong phap quan tridoanh nghiep hudng rathi trudng O mdi mot quoc gia khac nhau vdi nhung trinh

do phat trien khac nhau ve kinh te van hoa, xa hoi co nhung xu the phat trien

khac nhau ve quan diem quan tri kinh doanh, tuy nhien, tren co so khai quat va

die’n hinh nhat thi ta co the' xAp xep theo xu the phat trien nhir sau :

dung se ua thich nhieu san phrim dupe ban rong rai vdi gia ha Vi vay nhung nha

quan tri cac doanh nghiep can phai tap trung vao viec tang quy mo san xuat va md

rong pham vi tieu thu

luon ua thich nhung san phfim co chat lupng cao nhat, nhieu cdng dung va tinh

nang mdi Vi vay, cac nha quan tri doanh nghiep muon thanh cdng phai luon tap

trung moi nguon lire vao viec tao ra cac san phaim cd chat lupng hoan hao nhat vathuong xuyen cai tien chung

NquytN Mivh Tin/h' C ao hoc Q uan trj MARkcring K8

do do cd sue y hay thai do ng&n ngai, chan trir trong viec mua sdm hang hoa Vivay dei thanh cong doanh nghiep can tap trung moi nguon luc va sir co g^ng vao viec thuc day tieu thu va khuyen mai

Tren co so cac iru nhuoc diem cua cac quan diem kinh doanh cac doanhnghiep dan dan da phat trien mot triet ly kinh doanh moi, do la quan diem kinh

doanh theo each thuc Marketing ma nhirng nguyen ly co ban cua no da xuat hien

vao nhirng nam 1950

- Quan diem kinh doanh theo each thuc Marketing khing dinh ding:

Chia khoa de dat dupe nhirng muc tieu trong kinh doanh cua doanh nghiep la

doanh nghiep phai xac dinh dung nhirng nhu cau va mong muon cua thi trudng ( khach hang ) muc tieu va tir do tim moi each dam bao sir thoa man nhu cau va mong muon do bang nhirng phuong thuc cd iru the hon so vdi doi thii canh tranh”

Tren co so do Marketing cd the dupe dinh nghia theo cac each nhu sau nhu

sau :

“ Marketing la lam viec vdi thi trudng de thuc hien nhiing vu trao doi vdi muc dich thoa man nhiing nhu cau vd mong muon ciia con ngudi “ hoac “ Marketing Id mot dang boat dong ciia con ngudi ( bao gdm cd to chitc ) nhcim thoa man cac nhu can vd mong muon thong qua trao doi “ - Philip Kotler

Hoac :

“ Marketing Id mot qua trinh quan ly mang tinh xd hoi nhddo md cac cd nhdn vd tap the co ditffc nhiing gi md ho can vd mong muon thong qua viec tqo ra, chdo hang vd trao doi nhirng san pham co gid tri vdi ngudi khac “

Tren thuc te cd rat nhieu ngudi da nham lan khi dong nhat Marketing vdi

viec tieu thu va kich thfch tieu thu Tieu thu chi la mot trong rat nhieu chuc nang cua Marketing va hon nua nhieu khi khong phai la chuc nang cot yeu nhat Neu

nhu nha kinh doanh nghien ciiu ky nhirng hoat dong ciia Marketing nhu san xuathang hoa phii hop vdi nhu cau dinh gia hop ly xSp xep he thong phan phoi cd hieu qua thi chiic chdn so hang hoa dupe san xuat ra se dupe tieu thu de dang

Peter Drukker - mot trong nhung nha nghien ciru ve cac van de quan ly danoi ve van de nay nhu sau: “ Muc dich ciia Marketing khong can thiet la day mqnh tieu thu Muc dich ciia nd Id nhdn biet vd hien khach hang ky den mire do hang hod hay dich vu se dap ling diing thi hie'u ciia khach vd tit nd duefe tieu thu

Nguyen Minh Tinh' C ao hoc Ou ah tri MARkering K8

Tuy nhien, noi nhu vay khong co nghia la viec day manh va Rich thfch tieu

thu khong con y nghia nua Hieu mot each dung dim hon , chung se trd thanh mot

bo phan cua Marketing-mix do so hon, turc la mot bo phan cua tap hop nhung chinh sach Marketing ma ta can thiet phai ket hop chung lai mot each hai hoa de

dat dupe tac dong manh nhat den thi trudng

Trong nhung nam gan day, co mot quan diem moi ve Marketing da xuat

hien- do la Quan diem Marketing va dao due xa hoi Do la sir ket hpp giua 3 lpiich: ngudi tieu diing-doanh nghiep-xa hoi Quan diem nay cho biet : “ Nhiem

vu ciia doanh nghiep Id xdc dinli dung dan nhung nhu cdu, mong muon vd led Ich ciia cac thi trudng muc tieu, tren ca sd do dam bdo thod man nhu cdu vd mong muon do mot each huu hieu vd hieu qua horn doi thii canh tranh, dong thdi bdo todn hoqc cung cd muc song sung ti'tc ciia ngudi tieu dung vd xa hoi “

Quan diem nay phat sinh tu su nghi ngd tinh chat phu hpp cua quan niem

Marketing thuan tuy vdi thdi dai cua chung ta khi chat lirpng moi trudng ngay mot xau di, thieu tai nguyen thien nhien, dan sd tang qua nhanh, nan lam phat bao

trum, linh vuc dich vu xa hoi bi bo roi Quan diem Marketing thuan tuy da bo quanhung van de xung dot co the xay ra giua nhu cau cua ngudi mua va sir thinh

vupng lau dai ciia ho Vi vay , triet ly kinh doanh hien dai nhat doi hoi cac cong

ty phai quan tarn den ca lpi ich cua cong dong , cua xa hoi Do cung chinh la thehien sir quan tarn tdi ban than lpi ich ciia doanh nghiep va khach hang ciia ho

Cd the noi day la mot triet ly kinh doanh cue ky dung din va rat phu hpp vdiViet nam hien nay - mot dat nude dang trong qua trinh cong nghiep hoa va hiendai hoa vdi nhung van de buc xue xuat hien giua phat trien manh hon nua nen kinh te vdi duy tri va phat trien tich cue moi trudng sinh thai cung nhu cac yeu to

xa hoi khac

1.1.2 VAI TROVAVI TRI CUAMARKETINGTRONG HOAT DONG KINH DOANH

- Vai tro:

Doanh nghiep la mot chu the kinh doanh va thi trudng la moi trudng ton tai ciia

nd Mot doanh nghiep ton tai thi phai cd cac hoat dong chuc nang nhu: san xuat, tai

chinh, quan tri nhan lire Nhung trong nen kinh te thi trudng thi chuc nang quan lysan xuat, chiic nang quan ly tai chinh chuc nang quan tri nhan lire se trd nen vdnghia neu tach rdi nd khoi mot chuc nang rat quan trong - chuc nang ket noi moi hoat dong ciia doanh nghiep vdi thi trudng Chuc nang nay thuoc mot linh vuc quan

ly khac, do la quan tri Marketing

Trang 3

NquycN Minh Tinh' C ao hoc Ou ah mi MARkcrinq K8

Neu mot doanh nghiep cho rang cur tap trung moi co gang cua minh de san xuat ra that nhieu san pham, de lam ra nhung san pham co chat lupng cao thi chacchan thu dupe tien tir ngudi tieu dung Dieu do tren thuc te chua co g'l la dam bao

Trai vdi hinh thuc kinh doanh tren Marketing dat co so ket noi, each thuc vapham vi ket noi hoat dong san xuat ciia doanh nghiep vdi thi trudng ngay tir trudc khi

doanh nghiep bat tay vao san xuat mot san pham cu the Marketing da dam bao cho

hoat dong kinh doanh cua doanh nghiep hudng theo thi trudng, lay thi trudng-nhucau va mong muon cua khach hang lam can cu cho moi quyet dinh kinh doanh

Marketing phan anh mot chuc nang co ban ciia kinh doanh giong nhu chuc

nang san xuat tai chinh , quan tri nhan luc, ke toan Nhung chirc nang nay deu la nhung bo phan tat yeu ve mat to chirc ciia mot cdng ty

Marketing la mot chirc nang cd mdi lien he thong nhat huu co vdi cac chirc

nang khac Nd la dau mdi quan trong ciia mot doanh nghiep dupe quan ly thong nhat trong dieu kien ciia nen kinh te thi trudng Xet ve quan he chirc nang thi Marketing

vira chi phoi, vira bi chi phoi bdi cac chirc nang khac Khong nhung the chirc nang Marketing nay khong chi rieng ciia bo phan Marketing Cdng ty muon thanh cdng

trong kinh doanh theo quan diem Marketing doi hoi ca doanh nghiep deu phai quan

triet chirc nang Marketing vao trong cdng viec ciia minh

Khi xac dinh mot chien lupc Marketing, de ra cac muc tieu chien lupc thi can

thiet cdng ty phai xem xet va can nhac xem kha nang tai chinh, ky thuat cdng nghe,

so lupng va chat lupng lao dong

Nhiem vu co ban ciia he thong Marketing la dam bao san xuat va cung cap nhung mat hang hap dan cd sire canh tranh cao cho cac thi trudng muc tieu Nhungsirthanh cdng ciia chien lupc va sach lupc Marketing con phu thuoc vao su van hanh

ciia cac chirc nang khac trong cdng ty Ngupc lai, cac hoat dong chirc nang khac neu khong vi nhung muc tieu ciia hoat dong Marketing, thong qua nhung chien lupc cuthe nham vao nhung khach hang, thi trudng cu thd thi nhung hoat dong do trd nen

mo miim vamat phuong hudng

Do la mdi quan he hai mat vira the’ hien tinh thong nhat vira the’ hien tinh doc lap giua chirc nang Marketing va cac chirc nang khac ciia cdng ty theo dinh hudng

thi trudng Giira chung cd mdi lien he vdi nhau, nhung hoan toan khong the thay the

cho nhau

NquyEH Minh Tinh' C ao hoc Q uan tri MARkerinq K8

1.1.3 QUA TRINH MARKETING

Viec thuc hien Marketing cua mot doanh nghiep se dirpe tien hanh mot each he

thong dua tren cac budc nhat dinh Viec thuc hien nay dupe goi la “ Qua trinh Marketing “ Mot qua trinh Marketing coban se bao gom cac budc nhu sau:

Hinh 1 : Qua trinh Marketing

Ve co ban, qua trinh Marketing d bat ky doanh nghiep nao cung deu phai trai

qua 5 budc tren budc do tao thanh mot he thong ke tiep va hoan chinh Budc trirdc lam tien de cho budc sau va qua budc sau cd the dieu chinh budc trirdc

Phan tich cac co hoi Marketing

Bat cu mot cong ty nao cung can phai biet each phat hien ra nhung kha nangmoi md ra cua thi trirdng Se khong cd mot cong ty nao gianh dupe su thanh conglau dai neu chi biet dua vao san pham, hang hoa va thi trudng ngay horn nay cuaminh Vi du nhu nhung hang san xuat vi den trdng, xe ngua , may tinh quay

tay rat noi tieng va thanh cong trirdc day hien tai khong the ton tai neu ho khong chuyen sang kinh doanh linh vuc mdi Thuc te, cd rat nhieu cong ty xac

Nguyen Minh Tinh' C ao hoc OuAn tri MARkering K8

nhan rang phan ldn khoi lupng hang ban ra va thu lai nhuan ngay horn nay cua ho

la nha vao nhirng hang hoa ma chi mdi each day 5 nam ho hoan toan chua he san

xuat hoac chua ban

Nhieu cong ty thay rang thuc lire cua ho thay rat han che va khong co kha

nang canh tranh tren thi trudng That ra thi nhieu khi khong phai nhu vay, van de

la ho chua biet danh gia kha nang, trien vong va khong y thuc dupe nhirng mat manh, nhirng tiem An ciia ban than doanh nghiep minh

Tuy nhien, phat hien ra kha nang va xac dinh xem kha nang nao thich hop

vdi cong ty lai la nhirng noi dung cong viec khac nhau Cac kha nang phu hop

nhat vdi muc tieu va tiem nang hoat dong ciia cong ty dupe coi la cac co hoi

Marketing cho cong ty Co hoi Marketing cd the dupe hieu la nhirng phuang

hudng hap dAn ciia nhirng nd lire Marketing, tir do mot cong ty cu the cd gianhdupe uu the canh tranh

Tien hanh nghien ciru Marketing se giiip cho doanh nghiep phat hien dupenhirng co hoi Marketing tren thi trudng de tien hanh cac budc tiep theo Cd the

khAng dinh la moi doanh nghiep dir quy md ldn hay nhd, dii hoat dong 6 linh vuc nay hay linh vuc khac deu cd nhirng co hoi khac nhau tren thi trudng, van de chinh la lam the nao de phat hien va tim ra co hoi ay Day chinh la nhiem vu ciia

Marketing va nghien cuu Marketing

Phan doan thi trudng rd lua chon thi trudng muc tieu

Doan thi trudng la mot nhom ngudi tieu dung cd phan ung nhu nhau doi vdi

cimg mot tap hop nhirngtac nhan kich thfch ciia Marketing

Viec phan doan thi trudng la qua trinh phan chia ngudi tieu dung thanh nhirngnhom tren co so nhirng diem khac biet ve nhu cau, ve tinh each hay hanh vi

Ngudi ta can cu vao dac diem khac nhau ciia nhu cau tieu dung mot loai san

phAm hang hoa de chia chiing ra thanh nhirng doan rieng, trong mdi doan chiing cd

cimg dac didm Phan doan thi trudng nham giiip cho doanh nghiep xac dinh nhung

doan thi trudng muc tieu hep va dong nhat hon so vdi thi trudng tdng the Hoat dong

Marketing ciia doanh nghiep se nham vao mot muc tieu rd rang cu the hon, cd hieu

qua hon Tuy nhien, dieu nay khong cd nghla la viec phan chia cang nhd thi trudngtdng the thi cang cd lpi Dieu quan trong ciia cong viec nay la mot mat phai phat

hien tinh khong dong nhat giira cac nhom khach hang, mat khac so lupng khach

hang trong mdi doan phai dii ldn de cd kha nang bii dAp lai nd lire Marketing ciia doanh nghiep thi viec phan doan do mdi cd hieu qua Viec phan doan thi trudng cd

Nquytn Minh Tinh' C ao hoc Qu ah mi MARkcrinq K8

the’ theo nhieu tieu thuc khac nhau nhu theo dia ly, theo dan so-xa hoi, theo tarn ly, theo hanh vi tieu dung

Phan doan thi trudng se mo ra mot so co hoi thi trudng trudc mot cdng ty Bude tiep theo cua tien trinh Marketing la lirachon dupe thi trudng muc tieu

Tren coso phan doan thi trudng theo cac tieu thuc, doanh nghiep can phai tienhanh danh gia cac doan thi trudng ay Viec danh gia thong thuong se thuong dua vao yeu to co ban : Quy mb va sir tang trudng; Sire hap din ciia doan; Cac muc tieu va kha nang ciia doanh nghiep Sau khi danh gia cac doan thi trudng, cong tycan phai lira chon cac doan thi trudng cu the de tien hanh kinh doanh, do la van delira chon thi trudng muc tieu Thi trudng muc tieu la thi trudng bao gom cac khach hang co cung nhu cau hoac mong muon ma cdng ty cd kha nang dap ung, dong thdi

cd the’ tao ra uu the hon so vdi doi thii canh tranh va dat dupe cac muc tieu

Marketing da dinh Viec lira chon thi trudng muc tieu giiipcho doanh nghiep cd the

tap trung moi nguon lire ciia minh, khai thac toi da the manh va tan dung tot nhat nhung co hoi dam bao thSng lpi trong canh tranh

Thiet lap chien litoc Marketing

Tren co so nghien cirri va lira chon thi trudng muc tieu thi doanh nghiep can phai dinh hudng dupe chien lupc Marketing ciia minh Thiet lap chien lupc

Marketing thuc chat la mot qua trinh quan ly nhfim tao va duy tri sir an khdp giua

cac muc tieu ciia cong ty, tiem nang ciia nd va nhung co hoi trong linh vuc

Marketing

Cd rat nhieu each tiep can khac nhau khi phan loai cac kieu chien lupc

Marketing ciia cong ty dudi nhung hoan canhkhac nhau

Tren co so ciia phan doan thi trudng thi cong ty cd cac kieu chien lupc dap ung

thi trudng la :

Tren co sb vi the canh tranh ciia cong ty tren thuong trudng thi cd cac kieu

chien lupc la:

- Chien lupc ciia hang din dau thi trudng

- Chien lupc ciia hang thach thirc thi trudng

- Cac chien lupc ciia hang di theo

- Chien lupc cua hang nep goc

Tren co so phan tich matran thi phan-ty le tang trudng , cd cac kieu chienlupc:

- Chien lupc xay dung

- Chien lupc duy tri

NquyeN Minh Tinh' C ao hoc Q uan mi MAnkcriNQ K8

- Chien luge gathai ngay

- Chien lucre loai bo

Viec lira chon loai hinh chien luge nao se hoan toan can cu vao muc tieu vahoan canh thuc tidn cua timg doanh nghiep

Ccic chinh sach Marketing - mix

Sau khi da lira chon thi trudng muc tieu va chien lucre Marketing, cong ty sephai thiet ke cac chinh sach Marketing-mix chi tiet Marketing-mix la mot trong

nhung khai niem co ban va rat quan trong ciia he thong Marketing hien dai No

dircrc dinh nghia nhu sau :

“ Marketing - mix Id mot tap hop nhifrig yen tobien dong kiem soat ditoc ciia Marketing ma cong ty sit dung de co gang gay ditefe phan itng mong muon tit phia tlii tritetng muc tieu “

Marketing -mix bao gom nhung chinh sach cong cu Marketing ma cong ty co

the van dung de tac dong len nhu cau thi trudng muc tieu ciia minh Doi vdi nhung hang hoa hien huu duqc sir dung thich hop vdi bon cong cu la san phim, gia ca.phan phoi va hoat dong truyen thong ( So do hinh Doi vdi hang hoa phi hienhuu bon chinh sach tren con rat han hep Nhieu nha nghien cuu cho biet doi vdi

Marketing hdn hop trong dich vu thirdng duoc sir dung 7 cong cu chinh sach do la :

san pham dich vu phi dich vu.phan phoi, con ngudi trong dich vu qua trinh dich vu

, hoat dong giao tiep trong dich vu va dich vu hudng vao khach hang

San pham: La tat ca nhung cai nhung yeu toma cd the thoa man nhu cau hay udc muon ciia khach hang, cong hien nhung lqi ich cho ho va cd kha nang dua ra

chao ban tren thi trudng vdi muc dich thu hut sir chu y mua siim, sir dung hay tieudung Theo quan diem nay san pham- hang hoa bao ham ca nhung vat the huu hinh

va vo hinh ( cac dich vu ) , bao ham ca nhung yeu to vat the va phi vat the Chinh sach san pham se bao gom trong nd rat nhieu yeu to nhu chung loai san pham cau true hang hoa, cac quyet dinh ve bao goi, nhan mac

Doi vdi hang hoa tu lieu san xuat thi viec thuc hien cac dich vu di kern la rat

quan trong trong chinh sach san pham ciia cong ty Cac dich vu di kern cd the la dich vu ldp dat, diio tao, cac dich vu van tai, dich vu tin dung

Doanh nghiep quyet dinh cung ung mot loai san pham hang hoa ra thi trudng cung cd nghia la cung cap cho ngudi mua mot luqng gia tri sir dung cu the nhatdinh ddng thdi da tao ra cho xa hoi mot lirqng gia tri hang hoa noi chung

Chinh sach san phfim con yeu cau doanh nghiep phai luon bao dam ch san

pham hang hoathich ungvdi nhu cau ciia thi trudng

Nguyen Minh Tinh' C ao hoc Qu ah tri MARkerinq K8

Chinh sach Chinh sach

san pham gia ca

Hinh 2- Marketing - mix

Gia ca: La long so tien ma ngudi tieu dung phai chi de co dirge hang hoa

Trong cac bien so cua Marketing- mix chi co bien so gia ca la true tiep tao ra

doanh thu va lgi nhuan thuc te Con doi vdi ngudi mua gia ca hang hoa luon dupe

coi la chi so dau tiende ho danh gia phan ” diroc“ va chi phi phai bo ra de so huu vatieu dung hang hoa Vi vay nhirng quyet dinh ve gia luon giu vai tro quan trgng va phuc tap nhat ma mot cong ty phai doi mat khi soan thao cac hoat dong Marketingciia minh

/Vquy I n MiNh TiNh' C ao hoc Q uan mi MARkcriNq K8

Chinh sach gia ca ciia doanh nghiep se bao gom 3 van de coban la : cac yeu to

anh hudng den cac quyet dinhve gia; Quy trinh xacdinh muc gia ban dau va Nhung

chien lupc gia chu yeu

dung cuoi cung Hang hoa se dupe van dong theo cac kenh phan phoi khac nhau Kenh phan phoi la tap hpp cac doanh nghiep, ca nhan doc lap va phu thuoc 14n nhau

cung tham gia vao qua trinh dua hang hoa tir ngudi san xuat den ngudi tieu dung

Nam giira ngudi san xuat va ngudi tieu dung cuoi cung la cac trung gian , cac trung gian nay co the la nha ban budn, nha ban le, dai ly va mdi gidi, nha phan phoi

Chinh sach phan phoi se lien quan den viec doanh nghiep se thiet ke kenh phan phoi, to chuc hoat dong va quan tri kenh nhu the nao da dat dupe nhung muc tieu de ra cua doanh nghiep

tin vg uu didm ciia hang do minh san xuat va thuyet phuc nhung khach hang muc

tieu mua thu hang do VI vay, co the goi day la nhung hoat dong truyen thong

Marketing Nhung cdng ty kinh doanh hien dai thudng to chuc dieu hanh mot he

thong xue tien hdn hpp phuc tap Mot so dang chii yeu thudng dupe cac cong ty sir dung trong cac chien lupc xue tidn hdn hpp la : Quang cao, Xue tien ban, Tuyen

truyen, Ban hang ca nhan

Ngoai viec xac lap cac chinh sach Marketing - mix doanh nghiep can phai

soan thao cac chuong trinhMarketing Nd cd the’ dupe hieu nhula cac ke hoach thuc hien doi vdi tung cong viec, tirng noi dung trong hoat dong Marketing ciia cdng ty

To chile thuc hien va kiem tra cac hoat dong Marketing :

Day la khau cuoi cung trong chudi cac birdc trong Qua trinh Marketing ciia

mot doanh nghiep Viec thuc hien phai dupe luon gin lien vdi viec kiem tra hieu qua

tren co so do cd the phat hien ra nhung khiem khuyet ciia chuong trinh dupe thiet ke

de cdthe cd su dieu chinhphu hpp

Kiem tra Marketing la viec kiem tra dinh ky doc lap, cd he thong va toan dien moi trudng Marketing, muc tieu, chien lupc va hoat dong ciia mot cong ty nhim xac dinh nhung linh vuc cd van de va nhung co hoi, tir do de xuat mot ke hoach hanh dong nham nang cao hieu qua Marketing

Qua trinhkiem tra se dupe thuc hien nhu sau :

Nquycu Minh Tinh' C ao hoc Q uan tri MARkcriNq K8

Hinh 3: Kiem tra thuc hien

Viec kiem tra co the dupe tien hanh dtra tren cac phuong phap :

- Kiem tra ke hoach nam

- Kiem tra kha nangsinh loti

- Kiem tra hieu suat

- Kiem tra chien lupc

CUA KHACH HANG

1.2.1 THI TRUONG HANGHOA TULIEU SAN XUAT (TLSX)

1.2.1.1 DAC DIEM CHUNG

Thi trudng hang hoa tu lieu san xuat la mot trong nhung dang thi trudng doanhnghiep Nd la tap hpp cac ca nhan va to chuc mua hang hoa va dich vu de su dung

vao viec san xuat ra nhung thu hang khac hay dich vu khac de ban, cho thue hay cung ting cho nhung ngudi tieu dung khac Doi vdi loai thi trudng nay thi bao gomcac nganh nhu nong , lam , ngu nghiep; Cong nghiep khai khoang; Gia cong chebien; Giaothong van tai; Ngan hang ; Tai chinh; Bao hiem

So vdi thi trudng hang hoa tieu dung thi thi trudng hang TLSX cd nhung netkhac biet Do la nhung dac diem sau :

- Sd lupng ngudi mua it hon: Thong thirdng doi vdi thi trudng hang TLSX thi

so lupng ngudi mua it Vi du nhu hang Caterpilla san xuat cac loai may xay dung

nhuxe xue, ui cd cong suat ldn thi dd dang nhan thay rang khach hang/ngudi mua

cua hang chi la cac congty xay dung cd quy mb ldn tren thi trudng Viec nhan dangkhach hang va khach hang tiem nang la tirong doi dd dang Tuy nhien doi vdi loaikhach hang nay thi viec tiepcan va thuyet phuc dupe ho mua mdi la vande

- Ngudi mua la nhung khach hang mua vdi sd lupng Ion: Ngay ca trong

nhung nganh cd nhieu nha san xuat thi khoi lupng mua chu yeu thudng thuoc ve mot

NquyEN Mi\h Tiyh' C ao hoc Q uan tri MARkcring K8

vai nha san xuat ( diftfc hieu vdi tit each Id khach hang) Don thufin lay vi du la thitrudng san phfim la clanke de san xuat ra xi mang tai Viet nam Ve mat ly thuyet thi

so lupng cac nha san xuat xi mang ( khach hang ) la ratnhieu, do la cac nha may ximang trong tongcong ty xi mang Viet nam, cac nha may xi mang Id dung true thuoc

cac tinh thanh quan ly, cac nha may xi mang lien doanh vdi nude ngoai Tuy nhien

tren thuc te thi phan ldn khoi lupng clanke dupe tieu thu la do 4 nha may san xuat xi miing co quy md ldn la Bim son Hoang thach , Nghi son va Chinfon Hai phong Bdi

vi cac loai hang hoa nay la veil to' driu vao cho san xuat vi vay nhu efiu vd so lupng la

rat ldn

- Khach hang thirdng tap trung theo viing dia ly: Do cd nhirng dac thu khac

ve tai nguyen, the manh ve vi tri dia ly, co so ha tang vi vay d nhung viing khacnhau se cd nhung dieu kien thuan lpi cho viec phat trien cac nganh nghe khac nhau

Tren co so sir phan cong lao dong xa hoi vdi muc dich dam bao hieu qua toi da nen

kinh te thi cac nganh nghe se dupe phat trien tai nhung noi ma cd dieu kien thuan lpi

nhat VI vay, tat yeii se dSn den viec tap trung theo viing dia ly ciia nhirng ngudi

mua.Vi du thi trudng doi vdi thiet bi khai thac md than thi khach hang chit yeu tap

trung tai Quang ninh va cac tinh lan can noi mil cd nhirng md than cd tru lupng ldn

- Nhu cau ve hang TLSX do nhu cau ve hang tieu dung quyet dinh: hay noitheo each khac day lii nhu cau phai sinh Nhu cau vd hang TLSX bat nguon tir nhu

cau ve hiing tieu dung Don gian laTLSX dupe mua de san xuat ra cac hang hoa tieudung, neu nhu cau ve hang hoa tieu dung tang hoac giam thi hien nhien nhu cau veTLSX de san xuat ra nd cung tang hay giam tuong ung Hai loai nhu cau nay cd mdi quan he true tiep tuy nhien giua chiing cd do lech ve thdi gian

- Nhu cau ve hang TLSX khdng co gian: Net dac trung cho tdng nhu cau venhieu mat hang va dich vu thuoc TLSX co gian theo gia Dieu do cd nghia lii

nhung bien dong ve gia ca khdng kern theo nhung dao dong manh me ve nhu cau

Ching han gia ciia lop xe o to tang hay giam cung khong lam anh hudng Dm tdi solupng lop tieu thu vi cho dii gia diit hay re thi cac nha san xuat xe o to cung chi can4 lop cho 1 chiec xe ciia ho Nhu cau se dac biet khdng co gian trong khoang thdi gian ngtm bdi vi cac nha san xuat khdng the kip thay doi quy md trong day truyen san

xuat ciia minh Tuy nhien dieu nay se khong hoim toiin chinh xac neu ta xet trong diii han khi khach hang cd dii thdi gian va dieu kien de thay ddi cong nghe san xuat

va do do se lam thay doi venhu cau TLSX

vu ve TLSX thirdng bien dong nhanh hon so vdi hiing hoa tieu dung nhat lii ddi vdi

nhu cau ve thiet bi san xuat cong nghe cao Hien tai, cong nghe tu dong hoa va may

NquyLft Mifth Tifth' C ao hoc Qu a ft tri MARkEriftq K8

tinh da dugc ap dung rong rai vao cac thiet bi, may moc san xuat Cung vdi toe do

phat trien cue nhanh trong linh vuc nay do do cac thiet bi, may moc dd bi lac hau

Mat khac, thuc te cho thay mot ti le tang trudng khiem ton cua nhu cau hang hoa tieu

dung lai dan den ti le tang trudng cao hon nhieu trong tuong lai doi vdi nhu cau vethiet bi may moc de san xuat ra hang hoa tieu dung ay

- Nhung ngudi mua hang tu lieu san xuat la nhung ngudi chuyen nghiep:

Nhan vien mua hang TLSX la nhung ngudi duoc dao tao chuyen nghiep Ngudi tieu

dung binh thudng thudng ft kheo leo trong nghe thuat phong xa khi mua hang con ngudi mua hang TLSX thi ngugc lai Tfnh chat cua mua hang TLSX cang phuc tapthi xac suat de dong ngudi tham gia vao qua trinh thong qua quyet dinh mua hang

cang Idn Viec mua sAm nhung mat hang quan trong nhat thudng dugc giao cho mothoi dong mua sAm chuyen trach bao gom cac chuyen vien ky thuat va cac dai diencua ban lanh dao Dieu do cd nghia la de lam viec vdi nhung ngudi mua cd nghiep

vu gidi , nhung ngudi cung ting hang tu lieu san xuat can phai tuyen dung nhung

nhan vien chao hang dugc dao tao tot Trong linh vuc nay thi ky thuat ban hang ca

nhan to ra rat cd hieu qua

1.2.1.2 KHAI QUAT THUC TRANG THI TRUONG TLSX TRONG TUONG LAI GAN

Cung vdi su tien bo khoa hgc ky thuat cung nhu yeu cau ve tfnh chuyen nghiep

hoa trong kinh doanh cac qui trinh san xuat dugc chuyen mon hoa ma thi trudng

TLSX tren the gidi noi chung va d Viet nam noi rieng hien nay cd nhung cd nhung

net dac trung, do la :

- Yeu cau ve cac dich vu di kem, dich vu trgn goi Dieu do thd hien khach

hang thudng yeu cau ngudi cung cap hang hoa bao gom luon ca dich vu chuyen chd van tai xep dd, ldp dat dao tao sir dung Tham chi, doi vdi nhung mat hang cd trigia ldn nhieu khi khach hang con yeu cau nha cung cap cho phep thuc hien tra cham

- Kha nang thay the ciia san pham ngay cang cao do cd nhieu khuynh hudng phat trien cdng nghe khac nhau

- Khach hang yeu cau rat cao ve dap ling ke hoach there hien va ke hoach giao hang Hau het cac doanh nghiep hien nay tien hanh san xuat theochu trinhchat che

Vi vay viec cham thuc hien trong mot khau nao dd se anh hudng den tien do thuc

hien ciia ca qua trinh

- Canh tranh la trd nen khoc liet hon do bdi so lugng khach hang ft trong dd so lugng cac nha cung cap ngay cang tang len Vi vay viec duy tri dugc khiich hang

hien tai rat quan trgng

NquyEN Minh Tinto' C ao hoc Q uan mi MARkering K8

- Gia ca khong phai la nhan to quan trong hang dau trong viec danh gia va lirachon nha cung ung

1.2.2 NHUNG DANG MUA HANG CHU YEU

Mua hang lap lai khong co thay doi:

Do la tinh hudng trong do ngudi mua co don dat hang lap lai ve mot thu hang

nao do, khong dieu chinh, sua doi gi trong dd 0 tinh hudng nay phong cung ung vat

tu thudng tu xir ly duoc theo thu tuc binh thudng Nhung ngudi cung ung “ duqc

chon” trong tinh hudng nay cd gang de duy tri muc chat luqng hang hoa va dich vu

ciia minh Nhung ngudi cung ung khong nam trong dien duqc chon se phai cd gang

de chao mot mat hang mdi hay dich vu mdi iru viet hon hay lqi dung trudng hop

ngudi mua khong hai long Cac nha cung ung can phai cd gang chen chan vao lam

nhung don hang nho roi dan dan phan dau tang ty le hang mua cua ho

Mua hang lap lai co thay doi:

Mua hang lap lai cd thay doi la tinh hudng trong dd ngudi mua muon dua vao

don dat hang lap lai nhung thay doi cd lien quan den tinh nang, quy each cua hang

hoa, gia ca va nhung dieu kien cung ung khac Dd thudng lanhung don hang lap lai

ve trang thiet bi mdi hay nhung phu lung kern theo Viec mua lap lai cd thay doi

thudng doi hoi mo rong dien nhung ngudi thong qua quyet dinh mua Nhung ngudi

cung ung “ duqc chon” trirdc thi phai cd gang het sue minh de giu khach hang.Nhung nha cung ung khong thuoc dien duqc chon thi xem tinh hudng nay nhu la mot

co hoi de dua ra don chao hang cd lqi hon va cd gang thiet lap duqc nhung mdi lam

an mdi

Mua hang de gidi quyet nhung nhiem vu moi:

Nhung nhiem vu mdi hoac nhu cau mdi se lam cho cong ty hinh thanh viecmua hang hay dich vu lan dau tien Vdi nhung mat hang cd gia tri cao va cac tinhnang cang phuc tap thi sd luqng ngudi tham gia vao quyet dinh mua cang dong va

khoi luqng thong tin ma ho can cd cang nhieu

Vdi tinh hudng mua nay nd mo ra cho nhung nha tiep thi nhung kha nang va

thach thuc to ldn Ho khong chi cd gang tim each tiep xue vdi nhieu ca nhan cd anhhudng chinh den viec thong qua quyet dinh mua macon tu cung cap thong tin va hdtro them Viec mua hang theo hinh thuc nay thudng gim lien vdi nhung cudc thuong

luqng mua ban phuc tap De tien hanh thuong luqng, nhieu cong ty da thanh lapnhung doi ban hang cu the’ lua chon nhung ngudi ban hang uu tu ciia minh

Nquym Minh Ti/y/h' C ao hoc Q uan tr ; MARkcriNq K8

Thong thirdng , khi mua hang hoa TLSX thi ngudi mua hang thudng rat quantarn den cacyeu to sau :

- Dac tinh ky thuat cua hang hoa

- Gidi han giaca

- Thdi gian giao hang va dieu kien giao hang

- Dieu kien ve dich vu ky thuat

- Dieu kien thanh toan

Khoi lupng dat hiing

Ddi vdi cac doanh nghiep kinh doanh trong linh vuc hang hoa TLSX can dac

biet luu tarn den vai tro cua viec mua dong bo- nhat la ddi vdi nhung he thong thiet

bi co quy md ldn, phuc tap Nhieu ngudi mua ua thfch giai quyet van de mot each tron ven trong mot lan ma khdng thong qua cac quyet dinh rieng re Vi du chang han cho mot nhu cau he thong mang vidn thong, thay vi phai chia ra lam rat nhieu goi

khac nhau nhu : thiet bi thu phat ve tinh, mang may tfnh cue bo, cac giai phap phan

mem xu Ivde khai thac thi ngudi mua se lirachon mot don vi cd du nang luc va tu

each de dung ra lam tdng thau cung cap he thong tren Ngudi tdng thau sau khi dupe chon lira se chiu trach nhiem mua cac bo phan va phoi gep chiing thanh he thongchinh the diing theo yeu cau ciia khach hang Nhung khach hang cd nang lire kythuat khdng cao va so chiu trach nhie thudng lira chon theo phuong an mua dong bpnay

Nhung ngudi ban hang ngay cang v thuc dupe mong muon ciia ngudi mua tien

hanh mua kieu nay Viec khai thac mua dong bo la mot trong nhirng cong cuMarketing cd hieu qua va dupe ap dung ngay cang rong rai trong chien lupc

Marketing nhAm thu hut va giu khach hang

1.2.3 CAC ANH HUdNG CHU YEU DEN NGU'dl MUA HANG TLSX

Hinh 4 dudi day se khai quat cho ta biet cac anh hudng den quyet dinh ciia nhirng ngudi mua trong qua trinh mua hang

- Nhung yeu to mdi trudng xung quanh: Viec mua hang TLSX chiu anh hudng rat ldn bdi cac yeu to nhu tinh trang kinh te hien tai va tuong lai, trien vong kinh te Khi mire do khong on dinh ve kinh te tang len thi ngudi mua hang tu lieusan xuat ngung dau tu vao viec mua sAm may moc va cd gAng giam bdt lupng hang

ton kho Tinh trang ngay cang khan hiem ve mot so vat tu chu yeu se lam cho

khach hang san sang mua va du tru cac loai vat tu ay vdi khoi lupng ldn Nhung

IVquycN Mink Tinh' C ao hoc Q uah tri MARkcTiuq K8

ngudi mua hang TLSX con chiu anh hudng rat ldn tdi cua cac yeu to tien bo khoa

hoc ky thuat, cac sir kien chinh tri , hoat dong cua cac doi thu canh tranh Do vay,ngudi ban hang TLSX can phai thudng xuyen theo doi cac yeu to nay , xac dinh cac

tinh chat anh hudng co no de co gang bien nhung van de phat sinh thanh nhung khanang mdi, co hoi mdi cho doanh nghiep minh

Hinh 4 - Nhihigyeii to cofbdn anh hudng den hanh vi mua TLSX

LL'AX VAX TOT XCtllEP Trang 16

Nquycy MiNh Tiyh' C ao hoc Q uan trj MARkciiyq K8

- Nhung yeu to dac diem cua doanh nghiep: Moi doanh nghiep mua hang

TLSX ddu co nhirng muc tieu rieng, nhung muc dich chinh tri, nhung phuong phap

lam viec rieng , co cau to chuc va he thong to chuc noi bo rieng ciia minh ma ngudiban hang TLSX can phai nghien cuu Dovay ma phatsinh hang loat cau hoi Co bao

nhieu ngudi tham gia vao viec thong qua quyet dinh mua hang? Nhung ngudi do laai? Ho sirdung nhung tieu chuuin danh gia nao?

- Nhung yeu to quan he ca nhan: Trong thanh phan ciia trung tarn mua hang

thirdng co nhung thanh phan d nhung cuong vi khach nhau , quyen han khac nhau,

va kha nang thuyet phuc hay ap dat la khac nhau VI vay nhung ngudi ban hang TLSX kho biet dupe nhirng bien dong trong hanh vi tap the ciia ho trong qua trinh

thong qua quyet dinh mua hang mac du cd the thu thap dirge cac thong tin ve cac thanh vien cua trung tarn mua hang

- Nhirng veu to ve dac diem ca nhan: Mdi ngudi tham gia vao quyet dinh mua

hang deu mang theo vao qua trinh nay nhirng dong co ca nhan, nhung nhan thuc va

str ira thich khach nhau ciia minh.Tat ca nhirng cai dd tuy thupc vao lira tuoi ciia con

ngudi cu the, muc thu nhap cua ho, trinh do hoc van, vi tricong tac kidu nhan each,

thai do chap nhan riii ro Vi du cac nhan vien tre , cd trinh do thi sir dung toi da va khai thac internet cho viec lua chon va tim kiem cac nha cung cap cd tidm nang va

danh gia chung theo nhung phuong phap hien dai, ngupc lai cac thanh vien cd tuoi

tac cao, cd dia vi thi khuynh hudng lira chon cac nha cung cap cu, truyen thong hoac

cd do tin cay cao mac dii gia chao hang tuong doi cao

Noi tom lai , de cd the thanh cong trong canh tranh ngudi ban hang TLSX can

phai hieu biet nhung dac tinh ve ngudi mua ciia minh tren co sd dd dam bao sachluge thich ting vdi cac yeu to cu the cua moi trudng xung quanh cac dac diem ciia doanh nghiep, cac quan he ca nhan va nhung dac diem ca nhan cd anh hudng den

viec mua hang Day la nhirng co sd circ ky quan trpng giiip cho viec thiet lap mot

chien luge Marketing toi iru

1.2.4 QUA TRINH MUA HANG TLSX

Chiing ta se tim hieu xem qua trinh mua hangtu lieu san xuat se duoc thuc hien nhu the nao Vd mat ban chat, nd cung giong nhu qua trinh thong qua quyet dinh ciia ngudi mua hang tieu dung thong thudng Tuy nhien do tinh chat dac thii ciia loai thi

trudng nay ma qua trinh dd trai qua rat nhieu giai doan, dd la:

dirge nhu cau va cd the thoa man duoc nhu cau ay bang viec mua sam d ben ngoaihang hoa hay dich vu Y thtre nay cd the phat sinh tir nhung tac nhan ben trong nhu :

NquyEN Minh Tinh' C ao hoc Qu ah tri MARkcrinq K8

Cong ty quyet dinh san xuat san pham mdi va can co thiet bi va vat tu mdi; May moc hong can thay the hay mua phu tung thay the; Cac vat tucd san khong dap ung duqc

nhu cau san xuat va can phai mua them va tac nhan ben ngoai do anh hudng cua

viec tham gia trien lam chuyen de, doc bai quang cao hay hay do ngudi chao hangnao dd tiep can vdi ngudi mua va thuyet phuc duqc ho mua hang vdi chat luqng tothon cho nang suat cao hon hay gia thanh re hon Hoat dong canh tranh ngay canggay grit, cac doanh nghiep phai thoa man nhucau tieu dung tot hon yeu cau can phai

hoan thien cdng nghe ddi mdi cdng nghe theo chieu sau va thuc hien cdng nghe mdi Trong dieu kien each mang khoa hoc bung no thi tien trinh tren didn ra cang

nhanh chong va soi dong

The gidi ngay nay da chung minh dieu dd Van de nay luon thudng true trongcac nha doanh nghiep

but tay vao xac dinh nhung dac tinh chung cua mat hang can thiet va so luqng can

mua Ddi vdi nhung mat hang tieu chua’n, thong thudng thi khong cd kho khan gi.Cdn ddi vdi nhung mat hang phuc tap, de xac dinh cac dac tinh chung cac nhan

vien mua hang can phai tu van va tham khao y kien ciia cac thanh vien trong trung tarn mua hang nhu cac kv su ngudi sirdung true tiep Ben canh dd ho can phai xac

dinh va sUpxep theo tarn quan trong ciia cac chi tieu ciia hang hoa se duqc mua nhu

do tin cay do ben, giatri mong muon va cactinh chat khac

- Danh gia dac tinh cua hang hoa: Trong giai doan tiep theo nay doanh

nghiep mua hang bat tay vao lap ban tong hop nhung dac tinh ky thuat can thiet ciiahang hoa Van de nay se do doi chuyen gia ky thuat giai quyet dua tren su phan tichgia tri - chirc nang Sau khi xac dinh nhung dac tinh tdi uu ciia hang hoa, cac chuyen

gia soan thao ban yeu cau ky thuat ddi vdi nd

Nhung ngudi ban hang cung cd the sir dung each phan tich gia tri - chirc nang

dd lam cdng cu tieu thu Sau khi thuyet trinh phuong phap che tao san pham hop Iv

hon, ngudi ban hang cd the bien tinh hudng mua lap lai khong thay doi thanh tinhhudng mua san pham mdi, nhd vay ma cdng ty ciia anh ta cd the cd co hoi cung cdcac mdi lien helam an

nhung ngudi cung ting thich hop nhat De lam viec nay anh ta cd the nghien cuu cac

ban niem yet thuong mai, tim kiem thong tin tren internet hay danh ba dienthoai Sau khi danh gia so luqc, mot so nha cung ung se bi loai ra khoi danh sach du

tuyen Cuoi cung nhan vien mua hang chi con lai mot danh sach vdi so luqng han

NquycN Mivli Tinh' C ao hoc Q uan tri MARkcriNq K8

che nha cung ung co trinh do chuyen mon Nhiem vu dat ra cho viec mua hang cang

mdi me va hang hoa cang co gia tri, cang phuc tap thi cang mat nhieu thdi gian hon

de tim kiem nhung ngudi cung ung cd trinh do chuyen mon cao

ngudi cung ung da chon lua chao hang Mot so ngudi cung ung se tra ldi bang each

giri ca ta lo hay cu nhan vien ban hang den Neu hang hoa phuc tap va dat tien thi nhan vien mua hang se doi hoi nhung ngudi cung ung chao hang bang van ban vdicac ban thuyet minh chi tiet ve dac tinh ky thuat, thuong mai Trong nhieu trudng hop, nhat la ngudi mua hang la dai dien cho chinh phu thi viec yeu cau chao hang

thudng dupe thuc hien bang dau thau kin Trong trudng hop nhu vay, nhung hang

cung capcan phai chufin bi ho so duthau ciia minh theo diing yeu cau va tieu chuandat ra cua ben mua hang Cac thong tin cua cac hang cung cap se dupe giu bi mat

tuyet ddi cho den thdi diem md thau de danh gia

- Lira chon ngirdi cung ung: O giai doan nay cac thanh vien ciia trung tarnmua hang nghien ciru cac ban chao hang va chuyen sang lira chon ngudi cung ling

Ho khdng chi danh gia trinh do hieu biet ky thuat cua nhung ddi tupng du tuyen macon cd kha nang dam bao nhung dich vu can thiet Thudng thi cac thanh vien trung

tarn mua hang len danh muc nhung dac diem mong muon dngudi cung ling xep thu

tu theo mire do quan trong Cac tieu chuain co the danh gia la :

- Co bo phan dich vu ky thuat

- Giao hang nhanh

- Chatlupng hang hoa

- Uy tin ciia nha cung ting

- Gia cahang hoa

- Chiing loai hang hoa co the cung cap

- Trinh do chuyen mon ciia nhan vienky thuat

- Kha nang cho phep tra cham

- Cac quan he ca nhan

- Kinh nghiem ddi vdi cac dir an cung cap tuong tu

Trude khi lira chon din khoat, nhan vien mua hang budc dau tien hanh thuong

lupng tham do vdi nhung ngudi cung ung dupe ua chuong de co the co gia ca vanhirng dieu kien ky thuat, thuong mai khac thuan lpi hon Mot so nhan vien mua

hang thfch mot so nguon cung ling Trong trudng hop nay ho se khdng bi phu thuoc

N guy eh Minh Tinh' C ao hoc Qu ah tri MARkering K8

hoan toan vao mot nha cung ung nao va lai co kha nang so sanh hieu qua lam vieccua cac nha cung ung da duqc lira chon

mot so cac nha cung ung Ngudi mua hang se lam thu tuc dat hang Trong don hang

can phai ghi rd cac dac tinh ky thuat cua hang, sd luqng can thiet thdi gian du tinh giao hang, dieu kien boi thudng bao hanh

- Danh gia hoat dong cua ngudi cung ting: Trong giai doan nay nhan vien

mua hang se tien hanh danh gia hoat dong cua mot hay mot so nha cung ung cu the

De lam duqc dieu nay ho cd the lien he vdi nhung ngudi sir dung true tiep va yeu cau

ho cho biet muc do thoa man cua ho Can cu vao ket qua danh gia, nhan vien mua

hang cd the tiep tuc hop tac vdi ngudi cung ung, dieu chinh lai mdi quan he hop tac

hay khudc tir dich vu cua ngudi cung ung dd Nhiem vu cua ngudi cung ung la thudng xuyen chu y dam bao thoa man sir mong doi cua ngudi mua

Nhu vay ta thay rd rang Marketing trong linh vuc hang hoa TLSX la mot linh

vuc thu thach tai nang cua ngudi ban hang DiSu cot yeu nhat d day la su hidu bietnhu cau cua khach hang va nhung dac diem mua hang Cd nhirng hieu biet dd ngudiban hang tu lieu san xuat cd the soan thao mot ke hoach Marketing ban hang cd hieu quava giup dd khach hangcua minh

1.3.1 NHU CAUTRANG THIET BI HANG KHONG TAI VIET NAM

Cd thd khang dinh ngay rang thi trudng thiet bi nganh hang khong la thi trudng

thiet bi cong nghiep thiet bi TLSX va khach hang la nhirng to chuc Hang khong

- cung nhu' moi nganh cong nghiep khac - muon duy tri duqc sir hoat dong ciia nd

can phai cd sir tham gia ciia nhieu cong doan khac nhau, tir thiet bi co ban nhat la may bay, den cac thiet bi hd trq tai san bay, thiet bi dim dudng quan ly bay va cac dich vu di kern nhu mang ban ve toan can, dich vu cung cap xang dau Do vay cd

the noi thi trudng thiet bi hang khong la mot thi trudng cd chung loai hang hoa ratldn

Them vao dd, do dac thii hoat dong ciia nganh hang khong la dich vu van tai

hanh khach, yeu cau cua ve lich trinh cac tuyen bay phai duqc dap ung mot each toi

da do vay tinh an toan va viec dam bao hoat dong thong suotduqc dua len hang dau

Di lien vdi nd lanhu cau ve cac thiet bi, phu tiing ngay cang nhieu va yeu cau ve do tin cay cue ky nghiem ngat VI du, moi thiet bi cd lien quan den tinh an toan ciia

chuyen bay deu cd coche hoat dong du phong“ nong” ( hot - standby) va du phong

NquycN MiNh Tiyh' C ao hoc Q uan tri MARkcriNq K8

cap 2 - tuc la thong thirdng la phuc vu cho mot muc dich Hang khdng Viet nam can

phai trang bi hai thiet bi “kep”

Danh muc thiet bi ciia nganh Hang khdng dan dung bao gdm mot so chung loai

thiet bi chinh nhir sau:

Thiet bi tren may bay:

- May bay vaphu tiing may bay

- Cac thiet bi thu phat lien lac giua may bay vasan bay

- Cac thiet bi an toan va canh bao tudong

Cac thiet bi cuu ho khi gap sir cd

- Cac thiet bi nhd le phuc vu an uong va giai tri: man hinh, tai nghe va thiet

bi dieu khien chuong trinh giai tri

Thiet bi trong nha ga :

He thong bang tai hanh ly

He thong thiet bi may soi va cong tir kiem tra an ninh

- He thong dieu khie’n thong tin cac chuyen bay

- Cac he thong thiet bi mang dat ve , check-in

- He thong cau hanh khachdi ra may bay

- He thong thang may, thang cuon trong nhaga

Thiet bi tai san do

- Xe keo day may bay tirnha ga ra dudng lan

- Xe do li keo hiing, xe nang hangva xetrungchuyen

- Xe cap nude sach va xe ve sinhmay bay

Xe cun hoa va xe phun bot Foam

- Xe buyt luan chuan khach tir nha ga ra may bay ( trong tntdng hap khdng

co can hanh khach ).

- Xe thang cho may bay

- Xe nap dien ,xe thoi khi lanh, xe nang suat an phuc vu san bay

Cac thiet bi lid tra cho cat ha canh tai san do :

NqvyEN Minh Tiuh' C ao hoc Q uan tri MARkcriyq K8

- He thong quan trie khi tupng tu dong cung cap cac thong tin dich vu khituong

- Mang cue bo hang khong AFTN va thiet bi phat ban tin ATIS

Radarkhi tuong va thiet bi phat hien gio nghieng

- He thong den tin hieu va bien bao cat ha canh cho viec cat ha canh ban

dem

He thong lien lac VHF

- Thiet bi dan dudng tiep can ILS (Instruments of landing system )

Cac thiet bi tai thap chi huy trung tain va Trung tain quan ly bay tai cac san bay:

- Radarquan ly khong ly va cac thiet bi xu lydu lieu, hien thi va truyen tin

- He thong dai dan dudng DVOR/DME cho cac san bay ldn

- He thong dai dindudng NDB dung cho cac san bay nhd

- He thong kiem soat lien lac VCCS

- He thong thu phat tinhieu sir dung kenh VHF

Thiet bi ma hoa-giai macho chuyen mach goi

- He thong thong tin thu phat ve tinh VSAT

- Cac thiet bi huan luyen bay gia dinh

- Thiet bi luu tru giulieu giua cac tram dieu hanh matdat va phi cong de dieu

tra khi cd su co Log Recorder

- Mang thdi gian chuan cho quan ly khong luu vathong bao quoc te

Cdc thiet bi phuc vu cdng tdc dat ve va kiem soat cho:

- Mang ban ve toan cau Sita/abacus

- Cac thiet bi daucuoi de in ve

- Cac thiet bi in va doc tu dong the len tau, the hanh ly

- He thong DCS

Cdc thiet bi le khac : Nhu he thong bep lam da cua cdng ty xuat an, thiet bi in

ve may bay ( ve mem ) thiet bi san xuat khan giay, thiet bi san xuat do nhua va cdc

nhua dung cho chuyen bay

NquytN Minh Tn\h' C ao hoc Q uan trj MARkcrinq K8

Nhu ta thay, mac du danh muc v6 cac trang thiet bi chinh, chu yeu cho nganh

khong la khong nhieu nhung do la nhung he thong thiet bi cd gia tri rat ldn yeu cau

ve dich vu lirp dat, bao tri, bao hanh va hudng din sir dung cao Mat khac, cac thiet

bi thudng khong phai la don le ma nd nam trong mot he thong tong the, can cd sirtuong thich va dong bo vdi cac thiet bi khac Mot dac thu ciia thiet bi nganh hang khong la yeu cau cong nghe mdi hien dai nen hau het nhung thiet bi nay chua the san xuat duoc trong nude ma phai nhap khau tir nude ngoai- nhung nude cd trinh do phat

trien cao ve ky thuat va cong nghe hang khong nhu Ha lan, Phap, My , Dan mach

Gia tri dau tu ciia nganh trong nhung nam qua (doi vdi thiet bi san bay vd quan lybay) :

Don vi tinh :USD Nguon: Ban KH Cue HKDD

Hinh 5 - Gid tri dau tit ciia Nganh

Sire mua cua nganh phu thuoc vao nhu cau thuc te va phan bo von/ngan sach

ciia nha nude

1.3.2 NGUOl MUA - NGUOl BAN /HANG SANXUAT

* N git di mua :

Do tinh chat dac thu ciia nganh vi vay cd the noi so luqng ngudi mua la khongnhieu Cac khach hang ciia nganh la rat rd rang va va tap trung tai 3 san bay quoc te

la Noi bai, Tan son nhat vaDa nilng

Cac khach hang thuoc sit quan ly ciia Cue Hang khong Dan dung Viet nam bao

gom :

- Trung tarn quan ly bay Dan dung Viet nam

- Trung tarn hiep dong chi huy bay

- Trung tarn dich vuky thuat quan ly bay

- Trung tarn quan ly bay Mien Bac

- Trung tarn quan ly bay MidnTrung

- Trung tarn quan ly bay MienNam

Nquycn Minh Tinh' C ao hoc Qu ah rni MAnkcHnq K8

- Cum cang HK Mien Bfic phu trach cac san bay : Noi bai, Cat bi, Dien bien,

Na san ,Vinh

- Cum cang HK Mien Trung phu trach cac san bay: Da nang Phu bai, Hue Nha trang,

- Cum cang Hang khdng Mien Nam phu trach cac san bay : Tan Son Nhat Ca

Mau, Lien khuong, Phu quoc

- Cong ty bayco phan Pacific Airlines

Cac khach hang thuoc Tdng Cong ty Hang khong Viet nam bao gom:

- Xuong strachuamay bay A75- San bay Tan Son Nhat

- Xuong sira chira may bay A76- San bay Noi bai

Xinghiep Thuong mai mat dat Noi bai

- Cong ty bay dich vu VASCO

Van phong khu vuc Mien Bdc

- Xi nghiep Thuong mai matdat Danang

- Vanphong khu vuc Mien Trung

Xf nghiep Thuongmai mat dat Tan son nhat

Van phong khu vuc Mien Nam

- Trung tarn huyen luyen dieu hanh bay

- Doan bay 919

- Trudng Hang khong Viet nam

Mac dii cac khach hang noi tren co chuc nang nhiem vu va pham vi hoat dong

rieng re nhung trong hanh vi mua hang co ban la co nhieu diem giong nhau Cac khach hang chiu su quan ly chung ciia Cue Hang khdng va cua Tdng Cong ty vi vav

trong tien trinhmua sSm thiet bi cd nhiem diem tuong dong

Dac diem cua khach hang :

Chiu sir chi phoi ciia coquan chu quan

- Ngudi mua la ngudi mua tap the/ ngudi mua to chuc

Khach hang cd dinh hudng chi tiet tdi cac loai thiet bi phu tirng can mua

hieu ro vdsan pham phu timg can trang bi

Ve co ban, khach hang cd sirhieu biet nhat dinh ve cac nha cung cap

Nquycn Minh Tiyh' C ao hoc Q uan tri MARkcriNq K8

- Nhu cau han che trong pham vi ngan sach cho phep va Ke hoach dau tucuaNha nude

- Nhucau la cddia chi ( khong thay doi b^ng san pham khac )

* Ngifd'i ban /Hang san xuat

Tren the gidi do tinh dac thu cua thiet bi ,cung giong nhu ngudi mua thi solupng ngudi ban mot thiet bi cu the nao dd la khong nhieu Nguyen nhan ciia nd la

viec tham gia thi trudng thiet bi hang khong ddi hoi phai co nguon von ldn de dau tu cho nghien cuu va phat trien , yeu cau ve nang lire ky thuat cao, ben canh dd phai cd sir hd trp tich cue ciia Chinh phu, cac vien nghien cuu Mat khac, tinh rui ro khitham gia vao thi trudng la rat cao, neu dinh hudng sai hoac san pham khong canhtranh cd the’ doanh nghiep se khong tieu thu dupe san pham -vi vay khong nhieu

hang san xuat tham gia vao thi trudng Theo bang danh ba cua Hang Janes ( mot nha xuat ban chuyen ve nien giam cac hang san xuat ) thi thong thudng trung binh trenthe gidi cd tir 8 - 10 hang san xuat cho mot san pham cu the nao dd Con ddi vdinhung he thong ldn nhu Radar , dai dan dudng DVOR/DME , ILS thi hien tai chi

cd khoang 4-5 nhasan xuat dupe tin tudng va lua chon

Nhuda noi d phan tren, do yeu cau cao ve tinh dong bo ciia san pham vi vaycac nha san xuat hien nay cd xu hudng phat trien de cung cap nhieu loai thiet bi, phutung khac nhau thay vi thiet bi don le nhutrudc day Vi du cac nha san xuat thiet bi

quan trie khi tupng muon cung cap luon ca he thong thong bao tu dong bUng giong

noi tich hpp , hay hang san xuat thiet bi may soi hanh ly muon cung cap luon he

thong phat hien chat no, ma tuy Vi vay xu hudng hpp nhat giua cac nha san xuatthanh cac tap doan ( Group ) khong Id dang ngay cang phd bien

Do cac thiet bi ngay cang cd xu hudng tieu chuAn hoa cao, vi vay van de ban

dupe hang thi vai trd cac nha phan phoi/ cac dai ly tieu thu ciia cac hang la rat

quan trong Van de canh tranh giua cac hang dupe the hien la canh tranh true tiepgiua cac nha phan phoi/cac dai ly ciiacac hang vdi nhau

Vdi dac diem thiet bi, thi trudng nhu tren thi ddi vdi cac nha phan phoi, trung gian nhu AIRIMEX thi ho khong phai mua thiet bi ve sau dd mang di chao ban ma

thuc chat khi nao ho da ky hpp dongban dupe cho khach hang trong nude thi ho mdi mua hang.Tire la cac trung gian nay hoat dong nhu la dai ly ban hang ciia Hang san xuat Do vay de ban dupe hang hoa thi can phai duy tri dupe mdi quan he tot giua

hang san xuat va trung gian, dai ly ban hang

Tai thi trudng Viet nam, cac hang san xuat ldn, cd uy tin da thiet lap dupe cac

van phong dai dien, dai ly tieu thu tai Viet nam Vdi mot thi trudng day tiem nang

Nquycy Minh Tiyh' C ao hoc Q uan tri MARkcriNq K8

nhu Viet nam hien nay ngay cang co nhiSu hang mong muon tham nhap Vi vay

tinh canh tranh tren thi trudng nay ngay cang gay git

1.3.3 QUAN HE MUA BAN

Nhu vay, qua sir phan tfch tren ta thay thi trudng thiet bi, phu tung hang khong

d Viet nam la mot thi trudng ngudi mua la doanh nghiep dac thu hay noi chinh xac

hon la ngudi mua tu lieu san xuat

Ve qua trinh mua thi co ban gio'ng nhu mot qua trinh mua hang tu lieu san xuat nhu daduqc trinh bay d phan tren Tuy nhien cung can phai ltru y la cac khach

hang ciia nganh deu la cac doanh nghiep nha nude ( doanh nghiep cong ich hoac doanh nghiep kinh doanh ) vi vay trong hoat dong noi chung va trong viec mua slm thiet bi noi rieng phai chiu sir quan ly va chi phoi ciia Nha nude va co quan chii quan bring cac phap che rieng Vi du, viec mua slm thiet bi can phai thuc hien bangviec dau thau theo diing tinh than nghi dinh 88/CP ciia Chinh phu va phai theo dinh hudng dau tu phat trien chung ciia Nganh Hang khong dan dung Viet nam

1.3.4 CANHTRANH TREN THI TRUING

Cung nhu moi doanh nghiep hoat dong tren thi trudng hien nay, canh tranh la mot moi trudng hoat dong tat yeu va thing lqi trong canh tranh la van de song con

doi vdi cac doanh nghiep Them vao nua, vdi phuong thirc mua slm nhu khach hang

ciia AIRIMEX hien nay thi cac cuoc dau than chinh la viec the hien sir canh tranh

true tiep va thiet thuc nhat

Tren quan diem kinh doanh noi chung thi canh tranh se duqc xet d nhilu goc

do khrich nhau nhu canh tranh giua cac nganh, canh tranh trong noi bo nganh, canh

tranh giua cac nha cung cap yeu to' dau vao Xet ve thuc te hoat dong ciiaAIRIMEX vdi gia dinh la doi vdi mot san phlm cu the AIRIMEX dang la dai dienban hang cho mot hang cu the nao dd va vdi mot khach hang da duqc xac dinh trudc thi ta chi xem xet canh tranh tren khia canh “ Canh tranh giita cac nha cung cap hien tai “

De cd the hieu rd hon ve khia canh canh tranh nay, ta cd the nghien cuu cac phuong each tiep can cd the cd ma cac hang san xuat nirdc ngoai cd the sir dung de

ban hang cho cac khach hang ciia AIRIMEX nhusau:

N quy eh Minh Tinh' C ao hoc Qu ah tri MARkcTinq K8

Hinh 6- Cac p/iuang thii ’ c tiep can tai khach hang

Nhu vay ddi thu canh tranh cua Hang cung se rat dadang- do co the la :

True tiep Hang san xuat

Qua mot Cong ty thuong mai tdng hop Dai dien, nha phan phoi ciia Hangsan xuat tai Vietnam

Nhung ddi thu canh tranh chinh hien nay cua AIRIMEX la :

Cac Cdng ty thuong mai tdng hop chuyen nganh

Trenthuc te, trong thi trudng ve thiet bi Hang khdng co mot so nha thuong mai

/tdng thau thudng dung ra lam cac du an tdng the Day la nhung hang thirdng dung

ra lam chuc nang gom nhieu loai thiet bi ciia nhieu hang san xuat khac nhau de cung

cap cho mot du an ldn Ddi khi cac Cdng ty nay con dung ralam nhiem vu phoi ghep

he thong dam bao tinh tuong thich giua cac thiet bi don le Chuc nang hoat dong cua cac cdng ty naycon bao gdm ca dich vu tu van ky thuat

Thong thudng, dung ding sau cdng ty nay la rat nhieu Hang san xuat thiet bi

co ten tuoi va mdi quan he giua cac cdng ty nayla cac quan he dai ly phan phoi theo

linh thd

Cac Cdng ty thuoc loai nay hien dang hoat dong rat hieu qua d Viet nam lii:

Nqvycn Minh Ti^h' C ao hoc Q uan tri MARkcriNq K8

- FRANCO PACIFIC Co, Ltd ( Phap ) tong thau cac thiet bi cua Phap va Chau

Au

- SCHMIDT (HONGKONG) Co Ltd thuoc tap doan SCHMIDTGROUP ( Due ) ban cac san pham cdng nghe cao cuarat nhieu hang noi tieng tren the gidi

- Cd kha nang cung cap nhieu loai thiet bi khac nhau

- Cd kha nang thuc hien dirpc cac du an tong the

- Tap trung tdi da duoc nguon lire va the manh de khai thac thi trudng

- Cd the cung cap dupe cac dich vu di kern nhu Dp dat, tu van

- Thudng cd von ldn va cd thdcap tin dung cho khach hang

- Doanh thu va lpi nhuan phu thuoc rat ldn vao nhu cau dau tu trang thiet bi cua

nganh hang khong

- Khong cd nganh hang thay the neu nhu kem canh tranh tren thi trudng hangkhong

Dai dien, dai ly phan phoi ciia cdc Hang san xuat tai Viet nam :

Day la ddi thu canh tranh cd so lupng dong dao va chung loai san pham dadang nhat Phan ldn cac Hang san xuat ( Ngoai trir mot vai Hang dung dau tren thi

trudng ) lira chon each tiep can khach hang theo kieu nay Cac dai dien, dai ly nay

khong chi hoat dong trong linh vuc hang khong ma con hoat dong trong rat nhidulinh vuc khac Mot phan ldn thuoc dang nay lacac cdng ty trach nhiem huu han va

cdng ty tu nhan

Uu diem :

- Phuong thuc hoat dong rat nhanh nhay va linh hoat

- Cd nhung mdi quan he tot vdi khach hang va nhung ca nhan cd tham quyen quyet

dinh hoac cd anh hudng ldn den quyet dinh mua hang

Nhiroc diem:

Hoat dong tren nhieu linh vuc, vi vay kho tap trung theo chieu sau vao thi trudng

hangkhong

- Kha nang bao quat thi trudng vacap nhat thong tin kem

- Von It, kho cd kha nang thuc hien nhung du an ldn

NquytN Mi\h TiNh' C ao hoc Ou an tri MARkcriNq K8

- Kha nang ve dich vu ky thuat kem

Nhom Cac Hang san xuat true tiep :

Day thuc chat la nhung hang da cung cap mot so luqng nhat dinh thiet bi ciia

minh cho khach hang Hang khong Viet nam Ho da thiet lap duoc mdi quan he vdicac khach hang va co su hd tro tfch cue cac khach hang trong qua trinh khach hang khai thac thiet bi va yeu cau hd tro Cac Hang san xuat nay phan nao da gianh duqc

su tin cay cua khach hang va vi vay vdi muc dich tiet kiem chi phi dong thdi vftn dam bao duqc thong tin ho khong can phai md van phong dai dien tai Viet nam va

cung khong thong qua dai ly tieu thu nao tai Viet nam

Cac hang san xuat thuoc loai nay co the’ ke den :

- AIR MARREL ( Phap ) cung cap thiet bi nang hang len may bay

- THOMSON CSF ( Phap ) cung cap thiet bi Radar cho quanly bay

- VAISALA Oy ( Phan lan ) cung cap thiet bi quan tide khi tuqng tu dong tai cac

san bay

Liu diem:

- Viec ban hang duqc thuc hien true tiep khong qua trung gian, do vay dam bao

thiet bi duqc cung cap vdi gia thanh re hon

£

Nhirqc diem:

- Chi phi cho viec lap dat, bao dudng trong qua trinh van hanhcao

Kenh thong tin khong daydu vi vay co hoi thanhcong trongcanh tranh thap

Kho thiet lap duqc mot kenh tiep can cd hieu qua tdi khach hang cung nhu cd nhung xue tien hop ly phu hop vdi dac diem hanh vi mua ciia khach hang

Qua su phan tich tren ta thay ring hoat dong tren thi trudng cd tinh canh tranh

rat da dang va manh me , de ton tai va phat trien duqc thi khong con con dudng nao

khac la AIRIMEX can phai nd luc trong canh tranh- Vay lam the nao de thdng lqi

trong canh tranh va kinh doanh cd hieu qua ? Cd mot cau tra ldi luon diing doi vdi

moi doanh nghiep mong muon de dat duqc muc tieu tren dd la “ Phai thiet ke vd thuc hien cac chien luc vd chinh sach Marketing phu hop vd cd hieu qua “

Chuong 2 tiep theo day se giup cho ta thay duqc thuc trang Marketing ma

AIRIMEX da va dang thuc hien trong nhung nam vita qua