Download - bài nộp Marketing quốc tế
-
7/30/2019 bi np Marketing quc t
1/40
Danh Sch Nhm 11
1> Bi ThMinh Phc KD32> Nguyn Thy Phng Danh KD2 (trng nhm)3> Nguyn ThPhng Tho (21/9) KD34> Nguyn Th Dung KD35> L Duy Vinh KD3
Thng 11/2012
BI TP PHN TCH TNH HUNG
I HC KINH TTHNH PH H CH MINH
KHOA THNG MI-DU LCH-MARKETING
Mn: Marketing Ton Cu
GVHD: Ths. Hunh Phc Ngha
-
7/30/2019 bi np Marketing quc t
2/40
1
MC LC
n un WHIRLPOOL ................................................................. 3
Cu 1: Thch thc thtrng thc sl n t no m Whirlpool phi tay ichin lc cnh tranh? ................................................................................................................. 31. Tm Tt Tng Quan ThTrng Thit B Gia Dng ........................................................ 32. Phn Khc ThTrng Ca WP............................................................................................... 73. Khng Hong ThTrng .......................................................................................................... 44. i Th Cnh Tranh..................................................................................................................... 55. Thch Thc T Chi Ph:.............................................................................................................. 66. Thch Thc Ti Ng Qun L: ......................................................................................... 6
Cu 2 Di c nn Marketin, Wirlpool cn n ng mi no lm tay ipn tc marketin n t no? ...................................................................................... 7
1. Xy Dng Sn Phm Ton Cu. ............................................................................................... 72. Gi C ............................................................................................................................................... 83. Chin Lc V Chui Cung ng Trn Ton Cu. ............................................................. 94. Xc Tin V Marketing Ni B................................................................................................ 95. i ng qun l........................................................................................................................... 106. Chun Ha Quy Trnh Lm Vic .......................................................................................... 117. Nhng Thay i VT Duy Marketing Ca WP ........................................................... 11
n un2 HOA I COLOMBIA............................................ 14Cu 1: Tm tt bi cnh cnh tranh, bi cnh ngnh, thtrng tiu dng hoa tiM?..................................................................................................................................................15
1. Bi cnh ti thi im xy ra tnh hung............................................................................ 152. Thtrng tiu dng hoa ti M......................................................................................... 173. Bi cnh thi im hin ti: ................................................................................................ 18
Cu 2 u l nn yu t co ty c i kin oan co nn oa ti Columiaut ku ra M v t ii ....................................................................................................19
1. iu kin t nhin ...................................................................................................................... 192. Chi Ph Nhn Cng .................................................................................................................... 193. Gi ................................................................................................................................................... 204. H Thng Phn Phi V C S H Tng Phc V H Thng Phn Phi ................ 205. Nhu Cu hch Hng ............................................................................................................... 216. Chnh Ph ..................................................................................................................................... 217. Hip Hi Ngnh Hoa Ti socoflores.............................................................................. 22
Cu 3 iu g lm nn thnh cng ca nn oa Columia i gc nhnmarketing? ....................................................................................................................................23
1. Sn phm....................................................................................................................................... 232. Gi ................................................................................................................................................... 243. Phn Phi ...................................................................................................................................... 244. Xc tin.......................................................................................................................................... 25
Cu 4 Hy pn tc nn i c vtron kn onca nn oa tiColombia?......................................................................................................................................26
1. Sn Phm....................................................................................................................................... 262. Gi ................................................................................................................................................... 263. Xc Tin........................................................................................................................................ 274. Yu Km Trong Hiu Bit V Khch Hng ...................................................................... 275. Khng Thnh Cng Trong Vic Pht Trin Cc Knh Phn Phi.............................. 276. C Doanh Nghip V Chnh Phu Thiu Kin Thc V VTr Tng i VMu Thun Vi Nhau.......................................................................................................................... 28
-
7/30/2019 bi np Marketing quc t
3/40
2
7. D Ngnh Hoa Ti Colombia Lun C Nhng im Yu Cho Vic Pht TrinTrong Qu Trnh Khng Hong Nhng C Th Thy c Colombia Lun N Lc tPh Sng To Ra Cc Gii Php Trong Cc Tnh Hung Bt Li........................................ 28
Cu 5 Bn rt ra nn i c co mnki nin cu tn un ny i cnn marketin...........................................................................................................................29
n unM N MC THU P DNG CHO LP XETRUNG QUC VO M .................................................................... 32
1. Nguyn Nhn .......................................................................................................................32 2. C Hi Cho Casumina Vit Nam ...................................................................................33 3. Bt Li Cho Casumina Vit Nam...................................................................................34
n un MICROSOFTGOOGLEYAHOO ......................... 361. V sao Google v Microsoft cnh tranh vi nhau ?....................................................372. Ti sao Microsoft mun mua Yahoo? ...........................................................................38 3. Ti sao Yahoo li vui khi 2 thn trn u vi nhau? ..............................................38
-
7/30/2019 bi np Marketing quc t
4/40
-
7/30/2019 bi np Marketing quc t
5/40
4
trong khi 65% Mh gia nh c my sy, th chu u chc 18% h gia
nh c my sy.Cc th trng chu M Latinh v Chu cng c xu
hng tng t nh vy.
tn dng li th a phng khi xm nhp vo th trng ny, cc nh sn
xut thit b hnh thnh lin minh chin lc v thc hin mua li. General
Electric lin doanh vicng ty nh l General Electric PLC v thay i
chin lc ca mnh di chuyn "trung tm" ca cng ty sang cc nc cng
nghip chu u, chu v M Latinh, thnh lp lin doanh vi Godrej n
v lin doanhviMabe Mexico.Nm 1989, Whirlpool mua cng ty thit
b ca H Lan l Phillips.Whirlpool xy dng 10 nh my chu u, ngy
nay th phn Whirlpool gi v tr th ba chu u sau Electrolux v Siemens.
Nhng ti th trng chu , WP ch c 1%th phn.
2. Khng Hong Thrng2.1. Khng hong vnh hng thtrng
y gi, cc cng ty ton cu u xem chi ph - cht lng l 2 yu t quan
trng nht trong qu trnh cnh tranh v ci gi phi tr l li nhun thp cha
tng c Cc n ua nau tc y cc ot n nm im ci p v
tn ct ln sn pm. Cc cng ty trong th trng cnh tranh gay gt v
thay i theo hng tng t nhau trong khi th trng trong nc bo
ha.Vic ny to nn xu hng chung ca th trng v cc nh lnh o
ca Whirlpool phi ng trc s la chn c nn thay i hay khng v chin
lc v nu thay i th phi thay i nh th no.
2.2. nh hng li khch hngKhch hng l mt p lc cnh tranh c thnh hng trc tip ti ton b
hot ng sn xut kinh doanh ca WP. hch hng c chia lm 2 nhm:
+ Khch hng l (khch hng cui cng)
+ Nh phn phi
Chai nhm u gy p lc vi doanh nghip v gi c, cht lng sn phm,
dch vi km... v chnh hl ngi iu khin cnh tranh thng qua quyt
-
7/30/2019 bi np Marketing quc t
6/40
5
nh mua hng. Whirlpool cng phi i mt vi s thay i lin tc v quy
m sn phm v th hiu ca khch hng v ca ngnh.
Tuy nhin, khng phi bao giyu cu ca 2 nhm khch hng trng khp m
thng l ring l khc nhau. V th, WP phi la chn rng, sn phm ch
hng n i tng khch hng cui cng nhng vn phi theo quy chun ca
cc nh phn phi.
2.3. Xu thton cu haThy c xu th ca tng lai, Whirlpool c ba la chn. Mt l kim sot
c s phn ca mnh v c gng nh hnh bn cht ca ton cu ha trong
ngnh cng nghip ca mnh, buc i th cnh tranh phi phn ng li. Hai lch i n khi ton cu ha din ra v sau gng phn ng li, iu ny s
t Whirlpool vo tnh hung thch nghi c v cng ngh v t chc. a l l i
mi vic r rng ang xy ra mt quyt nh c th y Whirlpool n ci
cht t t.
3. i Th Cnh Tranh
Whirlpool GE Electrolux
Chin lc
kinh doanh
u th cnh
tranh trn th
trng ln, tp
trung vo phn
khc tm
trung.
u th cnh
tranh trn th
trng ln,
s hon ho
knh phn
phi.
u th cnh
tranh trn mt
s thng hiu
ch cht.
Marketing Tp trung vo
tin ch, cht
lng v thit
k.
Tp trung
vo s hon
ho ca sn
phm
Da trn tin
ch v cht
lng, s dng
lu di.
Nghin cu v
pht trin
T duy theo
thit k, khch
T duy hon
ho v dn
T duy theo
cht lng
-
7/30/2019 bi np Marketing quc t
7/40
6
hng u th
trng
Ti chnh Tn dng,
nng ng.(Lin tc mua
li cc cng ty
khc.)
Nng ng.
Ngun nhn
lc
Theo quy
chun
C cu qun
l cc k tt
i ng cc
nh bn l
4. Thch Thc TChi Ph:Chi ph gia nhp ngnh: y l chi ph WP phi bra xy dng knh phn
phi cho cc sn phm ca mnh Chu u.
Chi ph xy dng thng tin: V l mt sn phm mi thm nhp vo thtrng,
WP phi b mt khon tin ln cho Qung co, truyn thng, tip th,... th
trng mi ny.
5. Thch Thc Ti N Qun L:Vic ra chin lc tuyn dng ngun nhn lc ti a phng gy cho WP
s xo trn vphng thc qun l, vn ha doanh nghip,..
Kt qu:Tm nhn v nhng c hi ton cu dn n vic Whirlpool mua
li N.V. Philips vo nm 1989. Lc ny Philips cng l mt cng ty ang gp
kh khn v th trng gia dng ti chu u. c i ny gip Whirlpool vtln thnh mt cng ty gia dng ln nht th gii. David Whitwam CEO ca
Whirlpool t chc li Philips thng qua vic ct gim chi ph v hot ng
iu hnh. in i c hai cng ty ang hot ng tp trung vo li nhun tr
thnh mt t chc hp nht tp trung vo khch hng bng cch s dng ngun
lc ca c hai cng ty nhm to nn nhng bc t ph trn th trng th
gii.
-
7/30/2019 bi np Marketing quc t
8/40
7
Cu 2 Di c nn Marketin, Wirlpool cn n ng mi nolm thay i pn tc marketin n t no?
Nm 1987, Whirlpool ang i mt vi hng lot thch thc ln t thtrng,
i hi Whirlpool cn thay i v mt chin lc. Di gc nhn Marketing,Whirlpool a ra mt nh hng mi, l vic tp trung vo khch hng.
Vi nh hng ny, Whirlpool lm thay i b mt ca Marketing, c bit
l ch trng mnh m vo Marketing ton cu, y l t duy hon ton mi so
vi t duy marketing thng thng. Nhng iu ny sc phn tch su hn
trong cng ty Whirlpool thng qua cc phng thc 6P, t duy marketing.
1. Phn Khc Thrng Ca WPBao qut ton b mt chui nhng hot ng nhm i mi trong s ch trng
n cc im c trng v thit k, cht lng trong khch hng c t
lm trng tm. WP mun to ra c mt ci nhn ng nht v sn phm
thng hiu ca mnh t pha khch hng. T, dn n phng php qung
co v tip th ca cng ty trong trng hp ny c vnh phn li trc gic
hay rt khc thng: qung co cho ton b dng thng hiu ca mnh cng
mt lc.
2. Xy Dng Sn Phm Ton Cu. p dng cc quy trnh, cng ngh tt nht thit k, sn xut,
bn hng
WP s dng cc chuyn gia hng u mi lnh vc nh cng ngh lnh,
h thng bo co ti chnhkhng gii hn mt a phng no. S dng
c nhng khnng tt nht m cng ty c v p dng chng cho tt c cc
hot ng trn th gii.
p dng mt quy trnh thng nhtCc sn phm c c tnh, kch cv cu hnh khc nhau theo tng thtrng,
nhng a s quy trnh k thut v cng ngh ch cht lin quan n chng u
tng ng.
Xy dng h thng qun l cht lng ton din.
-
7/30/2019 bi np Marketing quc t
9/40
8
Thnh lp mt nhm a vn ha vi cc thnh vin n t chu u v bc m
v bao gm c ISO-9000 v Baldrige, xy dng mt h thng cht lng ton
cu.
+ a ng ha sn phm, pht trin theo chiu ngang v chiu dc. Thm
nhp vo th trng ngnh thit b gia dng th gii, p ng nhu cu cc
phn khc khch hng khc nhau. Trong khi cc i th cnh tranh ca WP
thc hin lin tip chng trnh ci tin nhng li li vic
+ Thit lp mi quan h vi khch hng.
Nhn xa hn khi nim v sn phm truyn thng im xut pht khng phi l
sn phm hin c m l nhng khch hng mua sn phm, thit kt phda trn nhn thy c hi. thit k ra nhng sn phm tin tin p ng
th trng th gii n n khch hng v to ra nhng sn phm
co tn lai c nng li ch r rt.
Nghin cu v ci tin sn phmWhirlpool c mt i ng chuyn gia n t cc quc gia trn th gii lun
lun nghin cu khng ngn sng to pht trin sn phm mi. chnhiu ny lm cho sn phm ca Whirlpool khng bao gib b cuc, lun
c khch hng la chn u tin.
3. Gi CNgy nay Whirlpool c lp v tr quyt nh gi c trn thtrng quc
t. Whirlpool vi chin lc lu di ngy nay gi khng phi l mt vn
n cn nc nhiu nht ki ni tiu dng c nhu cu s dng snphm. M bn cnh , nhng tin ch, cht lng, cc s tha mn ca khch
hng l yu t quan trng hn ht c th gip doanh nghip cnh tranh bn
vng, tin cy v trung thnh.Whirlpool t chc li, ct gim chi ph v thay
i hot ng iu hnh, s dng quy trnh cng ngh tt nht to ra sn
phm tt nht vi gi cnh tranh so vi i th.
-
7/30/2019 bi np Marketing quc t
10/40
9
4. Chin Lc V Chui Cung ng Trn Ton Cu. m rng th trng, Whirlpool s dng cc phng thc xm nhp th
trng chin lc v hiu qunh:
+ Ti chu u, WP thu tm Philips, mt bc i hiu quvt quami hng ro cn tra l, php lut. WP ng hong s dng Philips
xm nhp nhanh chng thtrng Chu u.
+ Ti Chu , WP xy dng h thng phn phi ng Nam . Sau
l m3 vn phng i din khu vc Chu .
Trong , Singapore c coi l trung tm thit k, cng ngh v pht trin sn
phm gip cho vic xy dng nh my chu .
5. Xc Tin V Marketing Ni BChin lc ca Whirlpool da trn gi thuyt cho rng chi ph v cht lng
tt nht th gii chn thun l giai on u. Cn thm mt yu t na
thuyt phc khch hng mua sn phm ca Whirlpool. V vy, Whirlpool cho
rng vic thu hiu khch hng phi c quan tm. Bn cnh nhng chnh
sch v gi, cht lng sn phm, Whirlpool ch trng vo vic qung bthng hiu v cch dch v hu mi. Nhng iu ny s kch thch tiu dng
ca khch hng i vi sn phm ca Whirlpool.
Whirlpool cng rt ch trng n marketing ni b. hi hng n ton cu,
Whirlpool truyn thng cho ton b nhn vin hiu th no l tm nhn v
cc mc tiu di hn ca doanh nghip. T, Whirlpool mun gi gm vn
ha, trit l ca h trong tng sn phm n vi khch hng.
Ngoi ra, trong qu trnh chinh phc th trng ton cu, bn cnh vic hiu
nhu cu khch hng thit k sn phm mi, Whirlpool t chc nhng cuc
hp thng nin ca cc nh lnh o cp cao gii quyt hng lot vn
quan trng, trong s l v tip th. Nhng tng, cch thc qung b cc
sn phm ca hc nghin cu v thc hin mt cch nghim tc a
nhng thng ip ca Whirlpool vo trong mi sn phm.
-
7/30/2019 bi np Marketing quc t
11/40
10
6. i n qun lWhirlpool cho rng trthnh cng ty ton cu th cn t c mt s ct
mc quan trng, trong cn c nhng i ng kinh doanh sn phm xuyn
quc gia gip qun l tt c cc hot ng trn ton th gii. Nhng i ny cnhng mc tiu v chc nng v mc tiu thng hiu. i vi Whirlpool,
ngun nhn lc l vn ct li, c bit khi Whirlpool nhn thy vic ton
cu ha ang din ra i hi Whirlpool cn c nhng bc i mi. Khi mua li
Phillips, ni lo ln nht ca Whirlpool l vic khng c con ngi vi nng lc
ph hp thc thi chin lc.
Trong qu trnh m rng ra ton cu, Whirlpool phi thuyt phc nhn
vin ca h scn thit ca vic tay i trong ct uy v n ng,
khng ngng nng cao tinh thn trch nhim v sng to Whirlpool c th
tr thnh mt cng ty ton cu thc s. V y chnh l iu m Whirlpool
quan tm nhiu nht hn l vic tung ra cc sn phm mang tnh a phng.
Vo nm 1989 khi mua li Philips, Whirlpool vn lun tn dng ngun nhn
lc sn c ca a pn thay v a ngi M vo nhng v tr cp cao.
Whirlpool ngh rng iu quan trng h cn lng nghe v quan st t truynt v tm nhn, mc tiu v trit l kinh doanh n lc lng lao ng ti
Chu u. Whirlpool xy dng c mt nn tng vn ha chia s v thu
hiu trong mt mi trng lm vic a ngn ng, a quc gia.
i vi Whirlpool ngun nhn lc l yu t quyt nh n thnh cng.
Whirlpool dnh nhiu thi ian to dng lng tin v xy dng mt tm
nhn chung. Khuyn khch nhng nhn vin suy ngh nh nhng ngi chtht s v tin rng xy dng cng ty ton cu l hnh ng v li ch ca bn
thn h. Whirlpool giao cho nhn vin trch nhim nhiu hn. Whirlpool cng
c nhng h thng li thch hp gip to ng lc cho nhin vin ca h. ng
thi, cc chng trnh o to v huyn luyn lun c ch trng.
Khi Whirlpool mrng ra thtrng mi nh Chu . Mt ln na con ngi
l yu t cc k quan trng. Whirlpool nhn thc c iu ny nn a ra
cc k hoch pht trin lc lng nng ct ti cc trung tm lm vic
-
7/30/2019 bi np Marketing quc t
12/40
11
Singarpore nhm mc tiu nh hng v qun l cc nh my v sn phm
sn xut ti Chu sau ny.
7. Chun Ha Quy Trnh Lm VicWhirlpool c t chc theo quy trnh a chc nng nhm tp trung phc v
khch hng cui cng. Mc tiu ca h l chun ha kt qu ca tng b
phn chc nn ngay c khi bn ang lm vic trong mi trng a chc nng.
Nhng nhm lm vic xuyn quc ia c thnh lp v qun l tt c cc
hot ng trn ton th gii. Nhng i ny c nhng mc tiu chc nng v
mc tiu thng hiu, gip cng ty xc nh c nhng c hi tt nht.
t nhng iu ny, Whirlpool p dng cng ngh thng tin mi nht vo
trong t chc gip vic kt ni ton cu trnn nhanh, hiu qun v
khon cc a l n n xa m.
8. Nhng ay i V Duy Marketin Ca WP Tp trung hay mrng
Whirlpool thc hin chin lc mrng ton cu. Vi bc i u tin l
mua li Philips vi mc ch tn dng ngun lc ca c hai cng ty nhm tost ph trn thtrng th gii. Whirlpool s dng ngun lc ton cu,
xy dng cc chi nhanh phn phi v kinh doanh ti chu u, Hong Kong ,
Thailand v TaiWhirlpoolan, v hng n xm nhp chu : xy dng h
thng phn phi ti khu vc ng Nam , cc vn phng i din khu vc
chu nh vp phng singapore phn phi cho thtrng ng Nam ,vn
phng Hng Kong phn phi cho Trung quc, vn phng Tokyo phn phi
cho thtrng Nht. Ngoi ra cn c mt trung tm thit k, cng ngh v phttrin sn phm Singapore gip cng ty chun b cho vic xy dng nh my
Chu .
Ngoi ra Whirlpool pht trin mi quan h than thit vi cc cng ty c mi
quan h trong kinh doanh nhm mc ich pht trin sn phm, hp tc vi cc
nh phn phi.
-
7/30/2019 bi np Marketing quc t
13/40
12
V mt sn phm, Whirlpool cn nhc vic mrng sn phm khi ton cu ha
nhng vn lun da trn sn phm ct li. Bn cht ca ngnh thit b gia dng
l kh pht minh ra sn phm mi trong thi gian ngn. V vy to st
ph, Whirlpool u t rt nhiu ngun lc vo nghin cu hnh vi ngitiu dng, ngun nhn lc cho vic thit k ra sn phm mang tnh ton din v
p ng c nhu cu xut hin trong tng lai.
Phn cng v hp tcWhirlpool tn dng vic marketing thng qua vic pht trin cc mi quan h
thn thit vi cc cng ty c mi quan htrong kinh doanh. Nh thit lp mi
quan hi tc chnh thc vi P&G v vic trao i nhng thng tin c bn vnhng tng, ng thi lin kt su rng hn trong qu trnh pht trin, k
thut v cng ngh.
Whirlpool cng hp tc vi Unilever, cc k s lm vic cng nhau pht
trin sn phm, v c hai cng ty cn bit bn kia s thc hin nhng g trong
di hn.
c bit quan trng l vic cng c mi quan h vi nhng nh cung cp quantrng, y l mi quan h i tc chin lc gip Whirlpool tm hiu cng
ngh ca nh cung cp nhm ci tin quy trnh cho tt c cc nh my sn xut.
uy ko v yTrc nm 1987, khi cha nhn ra s ton cu ha v i hi Whirlpool phi
mrng ra th trng ton cu, Whirlpool lm rt tt th trng ni a
Bc M. Whirlpool s dng chin lc ko v y hiu qu, em li sthnh cng vt tri th trng ni a. Khi nhn thy cn thm nhp vo
mi, Whirlpool u tin thc hin chin lc cn hiu r khch hng a
phng trc khi tung ra sn phm thch ng vi a phng. Whirlpool thc
hin chin lc ko dn dn a thng hiu vo su th trng trc khi
tung ra chin lc ko kch thch tiu dng. Mt h thng phn phi c
Whirlpool to ra nhm mc ch a sn phm thng hiu ton cu vo th
-
7/30/2019 bi np Marketing quc t
14/40
13
trng mi, ng thi nhm tm hiu khch hng. y l mt bc i ng n
v y thn trng ca Whirlpool trc khi chim lnh th phn cc thtrng.
Sn phm bao gm l tnh v cm tnhWhirlpool cho rng cn phi cung cp mt l do thuyt phc hn ngoi gi c
khch hng mua cc sn phm ca Whirlpool. iu ny i hi Whirlpool
cn thu hiu khch hng hn, cn tr li c cu hi khch hng cn g t
sn phm Whilpool v ti sao khch hng mua sn phm Whirlpool thay v
cng ty khc. Whirlpool nhn ra c tng gi trvt tri sn phm nh
vo thng hiu, khch hng u thch thng hiu Whirlpool, Whirlpool to
c lng tin ca khch hng. V vy khi bt k mt khch hng mua mt snphm t Whirlpool, gi tr sn phm khng ch v mt l tnh ca sn phm m
cn v cm tnh ca khch hng da trn s tin cy i vi thng hiu
Whirlpool.
Tm ra nhu cu miWhirlpool cho rng im xut pht khng phi l sn phm hin c m l
nhng khch hng mua sn phm. iu cho thy cn phi nghin cu hnhvi ngi tiu dng tht s dn n vn thit k ca cng ty cn thay i.
Chnh v vy, i hi Whirlpool cn c nhng quy trnh hng n khch hng
to ra nhng sn phm cho tng lai mang tnh t ph c nhng li ch r
rt. lm c iu ny, Whirlpool khng ngng nghin cu li sng ca
ngi tiu dng khng ch v hin ti m cn phi nm c li sng h s c
trong nm nm ti hoc xa hn na gii m nhng mong mun tht s t
khch hng.
Cn bng sng to v chin lcSau khi mua li Whirlpool Europe (Philips) vo nm 1989, 150 nhn vin qun
l cp cao tp trung v tho lun hi ngh Montreux. Cc nh qun l ny
chu trch nhim thc hin 15 d n. Trong cc dn ,Whirlpool xy dng
quy trnh sng to sn phm tng lai thng qua vic nghin cu, thit k v
xem xt nhu cu khch hng.
-
7/30/2019 bi np Marketing quc t
15/40
14
n un 2: HOA I COLOMBIA
Cu 1: Tm tt bi cnh cnh tranh, bi cnh ngnh, thtrn tiu n oa ti M?
Cu 2: u l nn yu t co ty c i kin oan conn oa ti Columia ut ku ra M v t ii
Cu 3: iu lm nn tn cn ca nn oa Columia
i c nn marketinCu 4: Hy pn tc nn i c vtron knonca nn oa ti Colomia
Cu 5: Bn rt ra nn i c co mnki nin cutn un ny i c nn marketin
-
7/30/2019 bi np Marketing quc t
16/40
15
Cu 1: Tm tt bi cnh cnh tranh, bi cnh ngnh, thtrn tiu n oa ti M?
1. Bi cnh ti thi im xy ra tnh hungNm 1950:
70% tng s cc nh trng hoa ch yu l cc doanh nghip gia nh c
nhkhu vc ng bc M.
Giao thng hn ch, cc nh trng hoa hng ch yu cnh tranh vi
nhau, khng cn bit n ngi sn xut hay ngi tiu dng ti cc ni khc
trong nc cng nh ngoi nc.
p nin 1960:
S pht trin ca cc trang tri ln v cc tin b trong giao thng,
dn n nhiu thay i ng kthtrng Bc M.
- Cc chuyn bay thng mi theo lch trnh u n xa suth ca cc nh vn vng ng c.
- Vn ti ng khng v vn ti mt t bng xe my lnh chophp chuyn hoa ti ct cung n bt k a im no M ch
trong vi gi.
- S cnh tranh bt u, cc nh vn di chuyn n cc vngnng thn min ty, ni m c chi ph sn xut thp, nht l chi
ph nhn cng. nh bi cc nh vn ng c, do nhiu
nh vn pha ng nc M phi ng ca.
- Khng dng li , cc nh vn M cnc khuynh hng tmn cc ni c iu kin thun li v kh hu, t ai trng hoa.
Ti Colombia, nhng iu kin t nhin thun li ca ng c Bogota
gip hoa c trng rt d dng, thu hoch li t tn km do lng nhn cng
thp. Ni y tr thnh ni l tng trng cc loi hoa. Sau nhiu nm
tm ti p dng k thut trng hoa ca M, EdgarWells, mt nh doanh nghip
yu thch trng hoa, v cc nhn vin ca mnh thuyt phc c nh bun
s hoa ngi M mua th hoa ca mnh. Nm 1965, l hoa ti u tin ca
-
7/30/2019 bi np Marketing quc t
17/40
16
Colombia c vn chuyn i M. T lm tng sc cnh tranh ti th trng
ny.
Nm 1969, nghin cu ca i hc Chicago cho thy kh hu ti khu
vc ng c Bogota rt thch hp hoa cm chng. Floramerica, cng ty i tin
phong trong vic xut khu hoa t Colombia sang Mra i. Nm 1970, cng
ty Floramerica xut khu vo M 400.000USD hoa cm chng, sau tng
ln gn 2tr USD vo nm 1972. Nm 1986, t 50 tr USD, Floramerica tr
thnh cng ty xut khu hoa ti ct cung ln nht th gii.
Nn nm 1966 - 1978:
Sn lng xut khu ca Colombia vo M tng t 1% -> 89.6% tnglng hoa nhp khu ca M. Mc li nhun cao 57% doanh thu, nhn c
li sut cao n 600% vn u t. Ngh trng hoa Colombia c so snh
vi ngun vng c tm thy Colombia 400 nm trc.
Ti thi im ny, ngi Colombia cng gp nhiu trngi khi phn
phi sn phm vo thtrng M. H thng c sh tng giao thng vn ti ti
Colombia rt yu km dn n vic tr hon v hoa d b ho tn.Mt h thng cc n v phn phi trung gian c hnh thnh vi im
tp kt Miami. Nh Colombia ngy cng cnh tranh d di hn vi cc
nh vn M.
Cc knh phn phi mi ra i (nh siu th) gp phn h gi hoa
ti bin hoa ti t 1 mt hng cao cp trnn phthng hn.
Nm 1977 , 13% siu thc bn hoa ti.
Nm 1986 , t lny tng ln thnh 86%.
Nn nm 1978 1988, tng mc tiu thu hoa tng ln 300% , t
227.5 713.6 triu USD . Sn lng hoa nhp khu tColombia tng trung
bnh 21%/nm , 22.6 175.6 triu USD
-
7/30/2019 bi np Marketing quc t
18/40
-
7/30/2019 bi np Marketing quc t
19/40
18
hn 300%, t 227.5 triu USD n 713.6 triu USD. Phn ng ca ngi tiu
dng ni chung rt tch cc.
3. Bi cnh thi im hin ti:Nm 2008, hoa ct cnh xut khu trn th gii t doanh s 2,34 t USD, tc
tng trng 10%/nm. Doanh s xut khu hoa cc loi trn th gii t 50
t USD, tc tng trng t 15%/nm. Nc xut khu chnh l H Lan
(70%), Colombia (9,2%), Israel (5,8%), (4,9%), Ty Ban Nha (2,3%), Kenya
(1,4%), o Canary (1,1%), nm loi hoa chnh l hoa hng, hoa cc, hoa cm
chng, hoa tulip v hoa hu chim 70-75% trong s hoa xut khu trn th
gii.
Tan cu c 300.000ha sn xut hoa, phn b trn 27 nc ch yu.
EU chia s 12%, Chu : Nht n, Thi Lan v i Loan l nhng nc sn
xut hoa quan trng vng ny vi tng din tch chim 10%. Cc nc chu
v Thi nh Dng chim 70% din tch, trong Trung Quc 40% (EC, 2006),
(120.000 ha, theo Peoples Daily Online, 2001) v n 15% (45.000 ha, theo
AIC, 2006).
Chu M: M (7%), Mexico (5%), razil (2%) v Colombia (2%) l cc nc sn
xut hoa ch yu chu M, chim tng s 16% din tch hoa ca th gii (EC,
2006).
Ch 25 nc thuc EU sn xut 42% gi tr tng sn lng tan cu (8.634 t
euro), trong , H Lan chim qu na. M sn xut 6%, Nht n 13%, Trung
Quc 7%, Canada v Colombia mi nc 3% gi tr sn lng tan cu (EC,
2006).
Vo nm2009, ngnh cng nghip hoa ct cnh trn th gii t gi tr 40 t
USD. Nh sn xut ln nht th gii l Dole Fresh Flowers v th trng nhp
khu ln nht l M v c. Trong Ecuador v Columbia chim mt na
lng hoa bn ti M thu ht lng lao ng ln n 190.000 cng nhn,
nhng phn ln li nhun u chy vo cng ty Dole Fresh Flower, ch mt t
thuc cc ngi trng hoa.
-
7/30/2019 bi np Marketing quc t
20/40
19
T nhng c im trn ta c th thy rng, nhu cu hoa ti ca ngi dn
M ngy cng cao, v ngun cung ngy nay nhiu hn so vi trc. Trc
v ngun cung hoa ti t th trng hoa ti M b l thuc vo ngun
cung, v gi hoa ti cng rt cao. Nhng ngy nay, khng cn nh vy na.
Cu 2: u l nn yu t co ty c i kin oan conn oa ti Columia ut ku ra M v t ii
1. iu kin t niniu kin kh hu v thnng thun li co s pt trin ca oa
in hnh l vng ng c ogota ng bng xung quanh th Colombia
l mt trong nhng khu vc c kh hu thun li nht trng hoa trn ton b
Ty bn cu. Vng ng c ny c nhit iu ha n nh quanh nm, ban
ngy ko di 12 ting ng h y nh sng mt tri v t ai cc k mu m.
Cc iu kin t nhin ny thun li n ni nhiu nm sau cc nh vn trng
hoa y cn nhc li: Thi trc ch cn cm mt cy cc xung t, rc ht
ging xung quanh, nh nc bt ln mt t, v ph nilng ln trn, th l hoamc ln ngay.. Quanh nm cc loi hoa cht lng cao mc ti tt trong
nhng thng n gin lm bng g v nha ti khu vc ng c ogota.
Mt s nghin cu ti trng i hc Chicago cng cho thy kh hu to khu
vc ng c ogota rt thch hp vi hoa cm chng. iu ny to c hi cho
cng ty Floramerica khi u kinh doanh bng vic xut khu hoa cm chng
v hoa cc. y l nhng loi hoa ti lu v khng i hi k thut trng ta,
x l v vn chuyn phc tp.
2. Chi P Nn CnColomia c li t v ci p nn cn r lm co ci p tu oc oa
kn my tn km
Lng tr cho mt nhn cng nng nghip ngi Colombia ch hn na dolar
M mt ngy. Nm 1966, mc lng ny tng ln mt cht thnh 0.8 USD
vn cn rt thp so vi mc lng ca nhn cng M.
-
7/30/2019 bi np Marketing quc t
21/40
20
3. GiCc cty xut khu hoa Colombia tn dung kinh ph nhn cng r, v canh
tc di to ra 31% u th v chi ph cnh tranh so vi cc nh vn M.
Cung cp quanh nm, cht lng m gi li rhn cc nh vn M cung cp
vo chnh thtrng ca h.
4. H n Pn Pi C H n Pc H n PnPi
H tn pn pi v c s tn pc v tn pn picn n
s lin kt ia cc nn n c ci tin tr c lc co ut ku
oa ti
an u, h thng c s h tng giao thng vn ti ni a ca Colombia rt
yu km. Cht lng xu. hng c cng ty vn ti ng b no cung cp xe
ti c thit b lm lnh, kho bi sn bay bc d hng ha km hiu qu v nngbc, lm nh hng n ti ca hoa. Nhn thy tm quan trng trong qu
trnh vn chuyn hoa ti. Nn h thuyt phc Avianca- hng hng khng
quc gia Colombia v cc cng ty vn ti vn chuyn tham gia vo qu trnh
vn chuyn hoa cn thn v c trch nhim hn.
Xy dng h thng tip nhn v phn phi hoa ti kh cng phu ti Miami,
thng qua hip hi Asocoflores thnh lp cng ty Transcold bc, xp hoa ti
vo kho lnh. Sn sng cho vic hon tt th tc hi quan.Dn ti hnh thnh
-
7/30/2019 bi np Marketing quc t
22/40
21
nhiu trung gian phn phi s khp ni trn t M.Quy m ln dn ti chi ph
vn chuyn rhn cc ni khc.
5. Nhu Cu c HnHu ht cc u mi hoa ti ti M l cc ca hng nh, quen vi mc gi
cao ca cc nh vn Mcng nh sn lng v cht lng hoa ti dao ng
mnh theo ma, gi rt cao. Nn ngi tiu dng Mquen ngh rng hoa ti
l mt hng xa x.
Hoa ti Colombia cht lng cao, gi r v c th cung cp quanh nm, lm
gim thiu ri ro ca nh bn l phi ct tr hoa nhiu cng vi vic cc nng
tri sn sng kt hoa thnh b, gip cho hoa ti Colombia c c hi c bybn ti cc siu th. Bng vic qung co, gia tng knh phn phi mi, gi
thp lm thay i nhn thc vhoa ti s dn M t mt hng xa x thnh
mt hng thng dng.
6. Cn PCc n tin pon ca cn nip oa ti cn c n niu li
t t cc tay i v cn sc ut ku ca cn p Colomia, inra cn lc vi ti k tn trn mn m nt ca nn oa ti
chnh ch ni hi
T nm 1967 1973, chnh ph tin hnh nhng ci cch nhm ci thin mi
trng xut khu ni chung ca kinh t Colombia, h gi ng tin peso (vn
c nh gi cao hn thc t), gim nh cc hn ch nhp khu vn gy sc
p v lm pht ln ng peso, v thit lp h thng iu chnh t gi c kim
sot nhm ngn chn vic ti din s tng gi ng peso. t qu l t gi hi
oi thc tng i n nh sut nm 1972.
cc chnh ch hn hch t h
a ra mt giy php xut khu mi, Certificado de bono Tribitario (CT)
vi mc hon thu rng ri hn cho nhng mt hng khng phi l sn phm
xut khu truyn thng, bao gm c hoa ti ct cung.
-
7/30/2019 bi np Marketing quc t
23/40
22
Thnh lp c quan xc tin v qu h tr xut khu, PROEXPO, cung cp cc
dch v xc tin thng mi nh t chc hi ch v tin hnh nghin cu th
trng, h tr cho vay vn lu ng (v i khi vay vn di hn).
hoch Vallejo cho php nhp khu min thu cc yu t u vo phc v
xut khu
7. Hip Hi Nn Hoa i AsocofloresHip i nn oa ti Asocolores c vai tr quan trn tron vic
nghin cu th trng M, lin kt cng c ngun cung cp, nghin cu
nng nghip v sinh hc, v c vai tr quan trn tron tc y mi quan
ia nn oa ti Colomia vi cn p Colomia
Hip hi c thnh lp nhm mc ch h trcho cc thnh vin thng qua
cc hot ng nghin cu th trng M, lin kt cng c ngun cung cp,
nghin cu nng nghip v sinh hc.
t u t cuc ng trn th trng cui thp nin 1970, socoflores
chuyn sang hot ng nh mt c quan iu phi cc ngun lc i ph li
cc n lc bo h th trng ni a ca cc nh trng hoa M.Mt trong nhng n lc ca socoflores l vic sng lp y ban Hoa ti
Colombia, ng vai tr lnh o trong vic iu phi cc hot ng vn ng
v qung co cho cc nh vn trng hoa Colombia ti M. Sau ,
socoflores tp trung vo cc tr ngi m cc nh vn phi i din ti
Colombia. Quyt nh rt khi cc hot ng cnh tranh trn th trng M v
tp trung vo cc vn ti Colombia ca hip hi ny nh du mt bc
khng ni bt nhng rt quan trng trong lch s ngnh trng hoa ti ca
Colombia. Gia vic tp trung cc li th cnh tranh vo th trng mi v s
bo h ca chnh ph kt hp vi s vn ng, cc nh trng hoa Colombia
la chn s bo h v vn ng.
T , vai tr chnh ca socoflores l vn ng chnh ph Colombia gy hn
vi chnh ph M, vn bo v quyn li ca cc nha trng hoa M. Hip hi
ny cng tin hnh vn ng chnh ph Colombia nhn c nhng u i
-
7/30/2019 bi np Marketing quc t
24/40
23
nh chi ph u vo thp hn, trong c chi ph nhn cng v trang thit b
my mc nhp khu, v cc chnh sch v m c li hn, chng hn vic gim
gi ng ni t lm cho hoa ti t Colombia r hn i vi ngi tiu
dng M.
T nhng phn tch trn ta c th thy rng, t nhng c hi t nhin, t nhu
cu ca ngi M, ngi Colombia tn dng li th chi ph thp ca mnh
thm nhp vo th trng hoa ti M mt cch nhanh chng.
Cu 3: iu g lm nn thnh cng ca ngnh hoa Columbiai gc nhn marketing?
1. Sn phmTh nht l v sn phm, h chn c loi hoa m ngi M ang c nhu
cu rt ln, d trng, ti lu, khng i hi k thut trng ta, x l v vn
chuyn phc tp l hoa cc v hoa cm chng thm nhp vo th trng.
Ngoi cht lng hoa, h cn quan tm n vic ng gi, bo qun v ci tin
k thut c th trng thm loi hoa khc c yu cu k thut cao hn nh hoa
hng.
Tuy nhin h ch tp trung vo trng mt vi loi hoa. iu ny l thc s
nguy him khi nhng loi hoa ny tht th trn th trng do cung nhiu hay do
thay i th hiu th s khng c loi hoa khc hay hng ha khc thay th
gim bt ri ro.
Vic ngi Colombia trng nhng loi hoa d trng, ti lu, khng i hi k
thut trng ta, x l v vn chuyn phc tp. Sau li bn vi gi thp. iu
ny em v mt bin li nhun thp cho sn phm. hi sn phm ch c th
mang v mt mc li nhun thp th ngn sch tin hnh cc hot ng P3,
P4 cng s t hn v c th nu ngn sch qu t th khng th tin hnh c.
Chnh iu kin t nhin qu thun li nh vy lm cho nh trng hoa ti
Columbia khng c iu kin sng to, tm ti cch trng hoa v ci tin sn
-
7/30/2019 bi np Marketing quc t
25/40
24
phm. Nhng iu kin t nhin th c hn, h s lm g nu mt ngy t ai
khng cn mu m v kh cn, thiu nc?
2. Gin cnh , vi mc gi r (do chi ph nhn cng r hn) v cht lng hoa
tt th yu t ny tr thnh yu t cnh tranh quan trng i vi cc cng ty
hoa ni a ca M, v iu ny khin suy ngh ca ngi tiu dng M thay
i v khin h cn nhc trong vic la chn cc sn phm hoa. Nh vy lng
hoa Colombia bn c trn th trng M tng t bin. V ch trong mt thi
gian ngn (khong 12 nm) hoa Colombia chim th phn u th tuyt i
trn th trng M.
Vic a ra mc gi qu r khin nhiu ngi c suy ngh rng y l sn
phm cht lng khng tt, thm na khi cc i th cnh tranh thy y l
mt mn hi th s nhy vo v bt chc ging nh cch m Columbia thm
nhp vo M l sn phm gi r, v nh vy sn phm Columbia cng
khng c g khc bit.
Ngi M chi hoa v n em li cho h nhiu gi tr hn l ch c gi tr kinh
t (tit kim chi ph). Ngi M cng khng cn phi nh i yu t kinh t
khi tiu dng hoa nn gi c cng khng phi l vn . nh gi hoa thp
khin cng khin cho ngi M ngh rng hoa Colombia r nh cho trong khi
h mong mun mt th g c bit hn mc d cht lng hoa Colombia rt
tt. Do , vic nh gi thp cho hoa l yu t khng cn thit.
Nh ni trn, ngi Colombia bn hoa vi gi thp nn ch c th em v
mt bin li nhun thp cho sn phm. Do , ngn sch tin hnh cc hot
ng P3, P4 cng s rt hn hp.
3. Phn PhiSo vi thi im nhng nm 1960, 1970 th h thng phn phi ca ngi
Columbia l rt tt. Thay v xut khu n thun th h thit lp mt h
thng knh phn phi vng mnh ti Miami (M) d dng trong vic tip
cn vi ngi tiu dng cui cng v phc v th trng. H k hp ng vi
-
7/30/2019 bi np Marketing quc t
26/40
25
cc hng hng khng, phn phi hng ti cc siu th Nu bit tn dng tt
th y chnh l cu ni hiu qu khi nhu cu M thay i th cc nng tri
hoa ti Columbia c th bit iu chnh sn lng sn xut tng loi hoa
Tuy vy, knh phn phi ny cng em n nhiu bt li v ri ro cho ngnh
hoa ti Colombia. H thng phn phi ny c t ti M, ch yu do ngi
M l khu trung gian phn phi. Nn s dn n s l thuc.
P3 git cht ngi trng hoa Colombia. H P3 nm ly h ch khng
phi chy theo h trong chui gi tr.
4. Xc tinChin lc rt ng ch l chin lc truyn thng, ngoi vic gii thiu
sn phm ti th trng M, h cn nh vo suy ngh, t tng v lm thay
i nhn thc ca ngi M.
Chin lc thm nhp nhanh v mnh gip cho hoa Colombia sm chim lnh
c th trng. C hai bn: nh vn Colombia v nh vn M u da trn
li th v chi ph. Nn khi u vi nhau th nh vn Colombia c li th hn
do c chi ph thp hn. Li nh mt cch bt ng nn nh vn M sm thuatrn.
Tuy nhin, chin lc ny ch c th s dng trong ngn hn khng th s
dng trong di hn. Thc t cho thy, ngi Colombia s dng li th chi
ph qu lu m khng ngh n nhng con ng khc nn khi cc nc gn
M l nhng nc c li th v a l hn Colombia tham gia vo cuc chi th
ngi Colombia sm lao ao. Nh vy, ngi Colombia lm Marketing rt tt
trong ngn hn cn trong di hn th khng.
Ngoi ra lc ngnh hoa Columbia mi pht trin, h nhn c s h tr cn
thit ca chnh ph vi vic thnh lp c quan v qu h tr xut khu v thay
i t gi hi oi, iu ny cnggp phn khuyn khch xut khu hoa ti ra
nc ngoi.
hi ngnh hoa ang pht trin th s bt ng gia chnh ph v nh trng hoa
gy tr ngi ln, lm nh hng khng t n s cnh tranh ca sn phm
-
7/30/2019 bi np Marketing quc t
27/40
26
hoa trn th trng M khi khng c chnh ph bo h nh xa, trong khi
chnh ph nc M li ra sc bo v sn xut ni a.
Cu 4: Hy pn tc nn i c vtron knonca nn oa ti Colomia
1. Sn PhmColombia em n cho nc M s tri nghim trn hoa ti 1 cch d
dng v nhnhng, nhng sn phm m cc nh lm vn hoa ti Colombia
cung cp ch mi cung cp c phn li sn phm m cha c gi tr km
theo nh nhn hiu, bao b, ng gi, cc dch vkm theo. iu ny lm cho
gi tr ca hoa ti khng c nh gi cao, nn gi khng c nh cao trn
th trng M. Bn cnh Colombia ch tp trung vo sn xut hoa hng,
ngoi ra cn km theo 1 s sn phm nh hoa cc, cm chng sn phm
khng a dng, khng sn phm thay th l nhng nhn t to nn s cnh
tranh khng bn vng trong tng lai. Colombia ch mi tn dng c li th
v chi ph sn xut, nhng cha tp trung cho chi ph nghin cu mrng dngsn phm nh nc hoa, tinh du, cc m phm lm p
2. GiDo tn dng c cc iu kin thun li t cc yu t u vo, cc doanh
nghip hoa ti colombia bn hoa vi gi r, d dng chim lnh thtrng,
thay i c nhn thc ca ngi M, lm cho th trng rng ln hn,
nhng gi r do ch tn dng c yu tu vo r, Colombia cha bit tp
trung v chi ph phn phi, thng tin sn phm v qung co. Cn ph thuc
vo chnh ph, cc doanh nghip cha c su t v hc hi. Colombia nn
a ra mc gi hp l cho thtrng khng qua thp, mt mc gi xng ng
vi thng hiu, c th cnh tranh trn th trng, Colombia nn u t hn
vo nghin cu, v pht trin dch vcho hoa ti. Vic nh v thng hiu
khng c cc doanh nghip Colombia quan tm v coi trng. iu ny th
hin mt s yu km trong chin lc marketing ca Colombia v lu di.
-
7/30/2019 bi np Marketing quc t
28/40
27
3. Xc TinCc doanh nghip hoa ti Colombia ch bn sn phm nhng khng bn cc
gi tr km theo, bn hoa chkhng bn thng hiu, do ch lo tp trung vo
chi ph sn xut, khng nh mnh vo cc chi ph truyn thng, do khngtn dng c nhng li th m cng c truyn thng em li. Cc nh vn
Colombia cho khch hng s tri nghim nhng khng mang n s tha mn,
khng c c quyn ca 1 sn phm mnh nh nh gi cao, khch hng trung
thnh, p lc knh phn phi, mrng phn khc.
4. Yu Km Trong Hiu Bit V Khch HngQua bi c c th nhn thy r c m hnh ca ngnh hoa Colombia i t:
Colombia tp trung vo pht trin sn phm v c gng khc phc knh phn
phi mang li li nhun cao hn, sn xut hoa i tr m qun mt hai iu
phn khc thtrng m h khm ph ra c d dng thm nhp khng ? mi
quan hngi sn xut v tiu dng linh hot ti mc no?
Colombia cha gio dc c ngi tiu dng v gi tr ca hoa ti do h
cung cp, cha hiu nhu cu ca khch hng l g? chnh v th hcha to ra
c mt b phn khch hng mc tiu v nng cao gi tr ca hoa ti, 2 vic
dn n s hn ch pht trin ca ngnh hoa Colombia trong di hn.
5. Khng Thnh Cng Trong Vic Pht Trin Cc Knh Phn PhiVic qu ph thuc vo cc n v trung gian phn phi khin cc doanh
nghip trnn bng, khng thit lp c mi quan h vi khch hng, hiu
c nhu cu khch hng, pht trin knh phn phi do khng pht trin
c ngnh m cn khng thit lp li th cnh tranh. Dn n con ng ct
cho tng lai.
Li dng quyn lc ngy cng tng cc trung gian phn phi to nn cc
iu kin c li cho mnh cho d nh lm vn c li hay l. iu ny cho
thy c s yu km ca cc nh lm vn colombia. Cc doanh nghip
Sn Phm Phn Phi Ngi Tiu Dng
-
7/30/2019 bi np Marketing quc t
29/40
28
Colombia nn t s dng knh phn phi trung gian, nu c th l ca ring
doanh nghip, nn xy dng cc trung tm nghin cu thtrng ti cc nc
nhp khu hoa ti Colombia v trong nc, hiu nhu cu thtrng, tm ra
c nhu cu, s thch, phn khc khch hng, ci tin hoa ti, v mrngdng sn phm, trnh ph thuc vo nh trung gian qu nhiu.
6. C Doanh Nghip V Chnh Phu Thiu Kin Thc V V Trn i V Mu Thun Vi Nhau
Vic cha hiu c li thtng i c th cnh tranh vng chc trn th
trng vi cc quc gia khc l mt nguyn nhn dn n tht bi ca ngnh
hoa ti Colombia, khng a ra c cc gii php i ph khi chnh ph
M ra chnh sch bo hcho ngnh hoa trong nc. Chai li cho nhau,
tranh ci nhau, mi bn u c lp lun cho mnh nhng chng mt phn.
Sai xt ca bn doanh nghip l y li s bo h ca chnh ph, cha c chin
lc thng mi, phn khc thtrng, ci thin phn phi v ci tin k thut,
iu ny lm cho hoa ca Colombia khng th cnh tranh vi H Lan mt
nc khng c li thtng i nhng vn ng u cn sai st ca chnh
ph: cha a ra c s quyt on v cc chnh sch t gi tin t hp l, hthng h tng, giao thng khng c u t ng mc, thiu s n lc hp tc
v cnh tranh cng cc nc trong ngnh. Nu kt hp c c hai pha, cng
i v mt hng pht trin th ngnh hoa Colombia mi mong gi vng c
v tr cnh tranh trn thtrng.
7. D Nn Hoa i Colombia Lun C Nhn im Yu Cho VicPht Trin Trong Qu Trnh Khng Hon Nn C Thy
c Colombia Lun N Lc t Ph Sng To Ra Cc Gii PhpTrong Cc Tnh Hung Bt Li
Cc cng ty trong ngnh lun n lc sng to, tm ra cc bin php khc
phc khi gp kh khn xy ra. Tn dng s pht trin giao thng xm nhp,
tm kim th trng thun li nng thn min ty tn dng cc yu t
thun li v thin nhin, chi ph. Hc hi v bt chc Floramerica vphng
thc sn xut v tip thnng cao u th ca ngnh hoa Colombia trnn
cnh tranh hn trn thtrng M. t c tim nng ti a, cc nh vnColombia tm cc gii php ci thin h thng phn phi bng cch
-
7/30/2019 bi np Marketing quc t
30/40
29
thuyt phc cc hng hng khng v cc hng vn ti vn chuyn u tin c
bit cho vn chuyn hoa ti. Colombia tin phong xy dng mt h thng
tip nhn v phn phi hoa ti, gip hoa ti n c cc i l bn l trn
khp t M, gip tng khch hng v gim chi ph vn chuyn, trthnh ith cnh tranh ng gm ca cc nh vn M.
mrng phm vi khch hng, Colombia bin di phng thc tip th v
phn phi trn thtrng Mthay i nhn thc ngi tiu dng M gip hoa
ti trnn ph bin.
Cu 5: Bn rt ra nn i c cho mnki nin cutn un ny i c nn marketing?
- nh v li sn phm v ch trn n vn tn iuHoa colombia ti, p c nhiu khch hng a chung nhng cc doanh
nghip hoa ch mi bn sn phm m cha bn ci tha mn cho khch hng.
Hoa ti Colombia c bn i tr nhng cha phn chia phn khc cho tng
loi khch hng. Khng c chin lc tip th nhm nh v, nng cao gi tr
sn phm. Khng c chin lc chm sc v gi khch hng. gic v
th trn thtrng lu di, th y chnh l iu m mt doanh nghip cn quan
tm: nh v li sn phm v tng cng sc mnh thng hiu.
- Tm nhn di hn l pht trin v mrng knh phn phiKnh phn phi ng vi tr ht sc quan trng trong qu trnh truyn sn
phm n tay ngi tiu dng, lm tt khu phn phi c th m bo mt
phn ln thnh cng ca doanh nghip. Tuy nhin trong tnh trng kinh tang
pht trin, c s h tng yu km c th vn chuyn tt hoa n cc ni
khc. Cc doanh nghip nn chng t tm cch gii thot cho chnh mnh,
khng nn qu ph thuc vo mt s trung gian, m cn c cc trung gian ring
ca cng ty, hoc gi nhiu mi trung gian trnh ph thuc mt vi trung gian
-
7/30/2019 bi np Marketing quc t
31/40
30
vn c. Bn cnh nu ph thuc vo trung gian qu nhiu s khin doanh
nghip khng p ng c nhu cu khch hng cui cng.
- n i sn pm pi a vo ni tiu n cui cn v ton tn,kn c a trn ci p.
C c chi ph sn xut, vn chuyn, phn phi thp l mt li th. Tuy
nhin nu nh gi thp c th dn n ngi tiu dng hiu sai v gi tr sn
phm. Thng thng ngi ta ngh rng tin no ca ny. Nhng sn phm c
gi tin thp th c xu hng b nh gi l km cht lng hn sn phm c
gi tin cao. Nhng thc t l sn phm c cht lng tt.
Vic nh gi sn phm cn phi da trn cng dng sn phm, hiu bit v
nhu cu v th hiu khch hng, nhu cu th trng, phi c tm nhn di hn,
c chin lc sn phm ng n, chin lc nh v ph hp
- n nn lc cnh tranh thng qua truyn thng v cc dch vxc tin sn phm
Truyn thng gip hnh nh ca hoa Colombia c i xa hn, nhiu khch
hng bit n hn, mt hnh thc qung b sn phm cho cc doanh nghip
Colombia. Cc dch v xc tin s gip cho cc khch hng yu thch sn phm
hoa ti ca Colombia hn, v to nn s khc bit ca loi hoa ny.
- Spht trin ca doanh nghip ph thuc 1 phn ln vo sphttrin ca t nc, c sh tng, giao thng v cc chnh sch h
trca chnh ph
Chnh ph ng 1 vi tr ht sc quan trng trong qu trnh pht trin ca
doanh nghip. cc chnh sch ca chnh pha ra u nhm mong mun cc
ngnh pht trin. Nhng khng phi lc no chnh phcng lun bo v cc
doanh nghip trong nc v c cc chnh sch ng n. Do bn thn doanh
nghip nn tch cc tip cn v tn dng cc c hi m chnh ph to ra v h
trcc doanh nghip, nhng khng y li m mt i khnng sng to, v khnng cnh tranh vi cc quc gia khc.
-
7/30/2019 bi np Marketing quc t
32/40
31
- u t nin cu v pht trinNghin cu thtrng ng vai tr quan trng cho vic pht trin ca cng ty.
cng ty khng lc hu, nhu cu ca thtrng a dng v lun bin i. Do
cn sng to ra nhng sn phm mi, a dng phc v thtrng.
-
7/30/2019 bi np Marketing quc t
33/40
32
n unM N MC THU P DNGCHO LP XE TRUNG QUC VO M
T26/09 mc thu p dng cho lp xe Trung Quc vo Mtn t4% ln 35% (ko i tron 3 nm) Di gc nhnmarketin iu c li hi g cho Casumina Vit Nam?Lp xe Trung Quc kn n c Mnn n em quabn bn Vit Nam th sao?
1. Nguyn NhnTheo on cng nhn thp ca M cho rng khong 5.100 cng nhn trong
ngnh mt vic lm do nhp khu hng sm lp gi rtng mnh ca Trung
Quc ln ti 46 triu chic nm 2008. H mun Tng thng Obama hn ch
nhp khu hng sm lp ca Trung Quc xung cn 21 triu chic. Trong
khong thi gian t nm 2004 n nm 2008, nhp khu lp xe ca M t
Trung Quc tng 215%, trong khi nhp khu mt hng ny t cc quc gia
khc gim 5%, cn sn lng lp xe ca M gim 27%.
Theo s liu t Trung tm thng tin thng mi ton cu ti Columbia. Trung
Quc xut khu ti 1,3 t USD lp xe sang Mtrong 7 thng u nm 2009,
trong khi M ch thu c 800 triu USD t cc sn phm t v 376 triu
USD t tht g xut khu sang Trung Quc.
Nhm cu vn s sp ca thtrng M v vic nhp khu sm lp tng vt.
Ngy 11.9.2009, Tng thng Obama quyt nh nh thu trng pht mii vi cc mt hng lp xe c nh v xe ti hng nh nhp khu t Trung
Quc. Theo mc thu mi m M p dng vi lp xe Trung Quc stng t
4% ln 35% v bt u c hiu lc t ngy 26.9. Mc thu ny s ko di trong
3 nm v gim 5% mi nm sau .
Xt v mi quan h rng buc gia Mv Trung Quc
Trung Quc c ti 2 nghn t USD d tr ngoi t, ch yu l tri phiu ngnhng ca M v nhng ti sn ging ng la v gi gi trng tin nc
-
7/30/2019 bi np Marketing quc t
34/40
33
ny mc thp, khin cho hng ha Trung Quc trnn rhn tng i trn
thtrng th gii. Xut khu ca Trung Quc tng mnhna u nm 2009,
Trung Quc vt qua c v tr thnh nh xut khu ln nht th gii -
trong khi nhp khu li gim, tr nhng hng ha nh qung st v du la,nhng th m Trung Quc ang thiu.
Lo ngi trc vic Trung Quc c th bn ra nhng tri phiu ca BThng
mi M hay gim mua chng vn lm au u c chnh quyn Bush v Obama
khi h vn ang c gng tnh ton lm sao p li chnh sch thng mi v
tin t ca Trung Quc.
Trong khi , nn kinh t ca Trung Quc ph thuc rt ln vo xut khusang M, cn kinh t M th t ph thuc vo xut khu sang Trung Quc hn.
Xut khu sang M, chim 6% tng sn lng ca nn kinh t Trung Quc, ln
gp 13 ln so vi mc xut khu ca ca M sang Trung Quc.
V th, hnh ng p t thu 35% ca Mi vi mt hng sm lp ca Trung
Quc c th khin cc quc gia khc cng xem li s ph thuc nng n ca
mnh vo Trung Quc. iu s tc ng ng k vo sn lng xut khu
hng ha ca Trung Quc cng nh cht lng sn phm. Mc d y l mc
thu thp hn t nht 20 im phn trm so vi con s y ban Thng mi
Quc t M kin ngh ttrc (55%), nhng mc tng thuny cng
nh hng rt ln n ngnh cng nghip sn xut lp xe ca Trung Quc. C
thngn chn hon ton c hi vo M ca lp xe Trung Quc.
Do , khng ch b trng pht t pha M, Tng thng Brazil Luiz Inacio Lula
da Sil cng tuyn b rng, s tin hnh iu tra bn ph gi vi hai mt hngnhp khu t Trung Quc l giy dp v lp xe, nhm nh bi hin tng h
trgi t Chnh ph Trung Quc ang gy bt mn i vi cc doanh nghip
ca Brazil.
2. CHi Cho Casumina Vit NamVic M tin hnh p thu35% i vi lp xe sn xut t Trung Quc mra
rt nhiu c hi cho lp xe sn xut ti Vit Nam xut sang M. Bi vi mc
-
7/30/2019 bi np Marketing quc t
35/40
34
thu p qu cao cho Trung Quc, khch t hng ti M s chuyn hng sang
tm ngun cung ti Vit Nam, Thi Lan, Indonesia v Malaysia l iu tt yu.
Sn xut sm lp ang tng trng tt ti chu , trong khi nhu cu tiu dng
sn phm ny ti thtrng Mcng gia tng. V i th nng k nht trn th
trng ny l Trung Quc ang gp kh khn do phi chu mc thu cao 35%
khi xut khu sang M. l cha kn vic cc doanh nghip sn xut lp
xe hi ti Trung Quc phi chu mc thu xut khu 8%, trong khi ti Vit
Nam doanh nghip c u i hn vi mc thu sut 0%. y l c hi ngn
nm c mt cho Doanh nghip sn xut lp xe ca Vit Nam c th xm nhp
v m rng th trng ti M. C hi tng th phn.
Doanh nghip Trung Quc gp kh khn khi xut khu sang M nn s gim
sn lng sn xut. Nhu cu v cao su thin nhin t pha Trung Quc sn
xut ra sm lp xe s t hn. Nhiu kh nng gi cao su thin nhin s gim.
Gip cho chi ph sn xut lp xe gim xung to ra u th v gi. iu ny s
thun lihn cho Casumina ni chung v doanh nghip Vit Nam ni ring.
3. Bt Li Cho Casumina Vit NamCc doanh nghip sm lp Vit Nam s chu scnh tranh rt khc nghit
tron tn lai
Quyt nh ca chnh quyn Obama khng ch gy nh hng mnh n nn
cng nghip sn xut lp t ca Trung Quc m cn c th gy nh hng
dy chuyn n c nhng quc gia khc. Vit Nam l mt trong nhng quc
gia , khi th trng xut khu nguyn liu cao su chnh ca Vit Nam l
Trung Quc. Thng k ca Trung tm Thng tin BCng Thng cho thy,
trong nm 2008, th trng nhp khu cao su chnh ca Vit Nam vn l th
trng Trung Quc, vi trgi t 952.5 triu USD, tng ng 645 ngn tn,
chim 56% tng th phn xut khu ca cnc. Trong 8 thng u nm 2008,
Trung Quc vn l th trng xut khu cao su chnh ca Vit Nam vi khi
lng l 263 ngn tn, chim 67,4% v tr gi 391,6 triu USD. Mc d Trung
Quc l th trng ln ca xut khu cao su Vit Nam nhng v pha Trung
Quc, nhp khu t Vit Nam ch chim 15% tng lng nhp khu ca quc
-
7/30/2019 bi np Marketing quc t
36/40
35
gia ny. Nhng con s trn cho thy xut khu cao su ca Vit Nam qu ph
thuc vo Trung Quc.
Hn Quc cng l mt trong nhng nh sn xut lp xut khu sang M kh
ln, im mu cht l nhiu nh my sn xut lp ca Hn Quc c xy
dng ti Trung Quc. Chnh tnh hnh ny y nhiu tp on ln ca Hn
Quc ang rt lo lng. Nhiu thng tin c cng b, Hn Quc s tin hnh
xem xt xy dng nh my ti Vit Nam v Hungary nhm trnh snh hng
ca chnh sch thuny n ngnh sn xut lp ca Hn Quc.
Lp xe Trung Quc khng bn c Mnn n em qua bn bn Vit Nam
th lp xe Vit s vp phi s cnh tranh rt ln v hng ro k thut thngmi, gi, cht lng, tiu chun k thut Cng khng loi tr kh nng lp xe
Trung Quc s trn ngp th trng Vit Nam nh bao hng ha khc. Ngoi
ra, lp xe Vit s phi i mt vi nn hng gi, hng nhi l nguy hi n
doanh thu v uy tn ca mnh.
Mt trong cc nguyn nhn dn n hnh ng tng thu ca M xut pht t
cht lng sn phm. doanh nghip Vit Nam, c bit Casumina cn ch
trng n cht lng ca sn phm sm, lp. y l mt thch thc ln, i hi
Casumina cn to ra cc sn phm cht lng u vit, nh th mi tn dng tt
c hi ny a sn phm vo thtrng M.
-
7/30/2019 bi np Marketing quc t
37/40
36
n un MICROSOFTGOOGLEYAHOO
V sao Google v Microsoft cnh tranh vi nhau? Ti sao
Microsoft mun mua Yahoo v ti sao Yahoo li vui khi 2thn trn u vi nhau?
-
7/30/2019 bi np Marketing quc t
38/40
37
1. V sao Google v Microsoft cnh tranh vi nhau ?Trong thi gian gn y, c Google v Microsoft u c m rng phm vi hot
ng, tn cng sang cc lnh vc th mnh ca i th. C hai u mong mun
c c mt s hin din tt hn trn Internet, m rng v kim sot thtrng, mong c c nim tin v s gn b ca ngi tiu dng vi mnh
nhiu hn.
i oole Mc tiu ca hng khng phi l chm cht cho phn cng hay
phn mm ni ring, m trn ht l lm sao ci thin cht lng mng Internet,
c v hiu nng cng nh mt ph sng. M hnh kinh doanh ca Google rt
n gin: cng c nhiu c nhp chut vo cc trang web ca hng hoc ca
i tc, Google cng thu c nhiu tin qung co. V cch tt nht m
bo trang web c ngi xem khng g khc hn l to iu kin truy cp
Internet cht lng cao cho cng nhiu ngi cng tt.
i Microsoft: Microsoft l 1 cng ty sn xut hiu hnh v mc tiu chnh
ca hng l bo v nhng phn mm c gi tr nht l Windows v Office trong
khi tip tc mrng cc phn mm khc nhm gi khch hng. Cc phn mm
mi ca Microsoft u gn vi Windows v Office, nhm bo v nhng t
chbi ny. Sn phm mi nht Office 365 ca Microsoft cng khng nm
ngoi mc tiu trn, nhm khin khch hng ngy cng gn lin hn vi
Microsoft Office.
-
7/30/2019 bi np Marketing quc t
39/40
38
2. Ti sao Microsoft mun mua Yahoo?Google trthnh mt th lc ln trn thtrng qung co v tm kim trc
tuyn. C Microsoft v Yahoo u ang phi g mnh cnh tranh vi
Google. Hp nht sc mnh l cch tt nht chng li sc mnh ca Google.Microsoft c chin lc cnh tranh trong th trng tm kim m hin nay
Google ang thng tr. Chin lc ny ph thuc vo st ph v cng ngh.
Microsoft ngh rng vic kt hp vi Yahoo stng tc tin trnh ny, v h c
nhng ks tuyt vi v lm c nhiu cng vic tuyt vi. Nn nu kt
hp c h v chng ti, tc i mi v hon thnh cng vic stng ln
ng k. Do , hp nht vi Microsoft s gip Yahoo san bng khong cch
vi Google v mt nng lc. Trong mt ca rt nhiu ngi Yahoo khng thc
sl i th cnh tranh ca Google.
iu Yahoo c m Microsoft hin khng c chnh l mt ch ng trong
Thung lng Silicon. Hp nht s mang li cho Microsoft nhng g m hng ny
mun. Trc ht Microsoft sc hng li trc tip t nhng kinh nghim
kinh doanh pht trin trn nn tng Internet ca Yahoo. Microsoft thc ra ch l
mt hng cng ngh vi sn phm cho l Windows v Office. Trong khi
Yahoo l mt cng ty Internet. Mt cng ty theo kiu dot-com chnh hiu.
Microsoft hi vng shu cc hot ng kinh doanh trn Internet v c bit l
hot ng tm kim nhm kim sot thm thtrng m Microsoft ang b tt
li : Qung co trc tuyn.
Vcon ngi, quy m slng cc ks tuyt vi v tc sng to m h
ang thc hin. Vic xy dng nn tng in ton m Microsoft s dng chotm kim v in ton m my l mt khi lng cng vic khng l. Cng c
nhiu ks ti nng t c Microsoft v Yahoo, cng vic ny cng sm hon
tt.
3. Ti sao Yahoo li vui khi 2 thn trn u vi nhau?Yahoo vn c xem nh ngi i tin phong trong vic ph cp Internet n
vi ngi dng ph thng, nhng Google mi l k thng tr nhnhng sn
phm min ph nhng cc k hu dng ca mnh. Yahoo bt u nh l mt
-
7/30/2019 bi np Marketing quc t
40/40
cng c tm kim v trthnh ln nht trn mng dch v tin nhn nhanh vi
dch v email ph bin nht c s dng da trn web. Sau Google n
v bt u trc tip cnh tranh vi Yahoo trong thtrng cng c tm kim v
dn u trong tt c cc kha cnh ca cng c tm kim v sau trthnhngi tin phong trong vic a ra cc hp th n khng gian ln nht cho
cc dch v email trn nn web vi Gmail. Vi vic Yahoo thay lin tip 5
tng trong 5 nm va qua, c th thy Google thnh cng nh th no
trong vic bp nght i th ca mnh.
Microsoft l 1 cng ty chuyn v sn xut h iu hnh. Nhng gn y,
Microsoft cng m rng hot ng ca mnh sang lnh vc v dch v mng, h
thng tm kim v qung co trc tuyn vn l th trng ch lc ca Yahoo.
S tn ti v th phn ca Yahoo ang b e da mc nguy him. Tuy vy,
Microsoft vn cn non nt trong lnh vc ny. Nu mt ngy no , Microsoft
tr nn ln mnh v c hai lnh vc ny th Yahoo s vnh vin mt i ch
ng trn th trng.
Google v Microsoft cnh tranh vi nhau s lm gim bt sc mnh ca nhau
v cng bt i p lc cho Yahoo. Trong cuc chin gia Google v Microsoft,
Yahoo l ngi c hng li. V vy, khi Google v Microsoft cnh tranh
vi nhau Yahoo s vui.