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7/31/2019 VanLuong.blogspot.com KDQTUnilever

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TI:NGHIN CU CNG TYUNILEVER V BI HC KINHNGHIM

Thc hin: H Th Lu Ba

TrnThy Linh

Nguyn Duy Dng

Trn Ph HuyNguyn Ct u

VnhHiu


2/36

PHN I: TNG QUAN VTPON

UNILEVER

Thng tin chung:

- Unilever l tponca Anh v H Lan chuyn snxut cc mt hng tiu dng nhmphm, ha chtgitty, kem nhrng, dugi, thcphm...- Unilever c hn 265 000 nhn vin lm vic trong hn500 cng ty ti 90 quc gia trn thgii cng mcli

nhun hng nm trn ton cu vo khong 50 t euro


3/36

PHN I: TNG QUAN VTPON UNILEVERLchshnh thnh:- Unilever vi tn gi ban u l Lever Brothers, khinghipt

vic kinh doanh x phng.- Khingun tng kinh doanh ny l William Hesketh Lever

- Nm 1884, Lever mua cho mnh mtxngsnxut x phng nh- Chnh nhvo cc chindchtipthhiuqu m ch trong vngmtnm, nh my snxut x phng ca Lever tngtrngt20 n 450 tn/tun (vi 2 snphmchinlc l Levers PureHoney ( mt ong nguyn cht), Sunlight (nh sng mttri))

- Thng 3/1888, Lever quyt tm xy dngmt nh my snxut xphng quy m ln (vidin tch l 23 ha)


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PHN I: TNG QUAN VTPON UNILEVER

Lchshnh thnh:

- Nm 1890, Lever mrng quy m snxut kinh doanh ca mnh

ra khi bin giinc Anh (c, Canada, c v ThyS)- Nm 1906, Lever mua li Vinoliamt cng ty snxut x phng

- Nm 1910mua li Hudson'smt hng snxutbtgitlnAnh

- T 1910 n 1915, ng mua thm ba cng ty chuyn snxut xphng Anh m mt trong s chnh l Pears, mtith chnhca Unilever.


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PHN I: TNG QUAN VTPON UNILEVERLchshnh thnh:

- Nm 1911, Lever Brothers chimmtthphnrtln, c ba bnhx phng trn thtrng th c mt bnh x phng l snphm

ca Lever- Sau chin tranh thgiithnht, Lever tiptcbnh trngsang tn chu Phi

- Thng Ging 1930, shpnhtgia Margarine Union (H Lan)vLever Brothers cthchin. Mt lin minh mi Anh-H Lan c

tn l Unilever ra i- trnh hthngnhthu kp, lin minh ny quytnh tchthnh hai cng ty: Unilever PLC c trsti Anh v Unilever NVngtrsti H Lan


6/36

PHN I: TNG QUAN VTPON UNILEVERCc thnghiuca Unilever:- Unilever l tponsnxut hng tiu dng angshunhng

thnghiulnnhLipton, Hellmans, Ragu, Rama, Magnum,Bertolli, Knorr, BirdEyes, Slim-Fast, Dove, Pond, Signal, Close-

up, Surf v Omo


7/36

PHN I: TNG QUAN VTPON UNILEVERHotngkinh doanh ca Unilever qua cc thik:- Thp nin 30, vic kinh doanh tithtrng chu u chemli

20% linhun chung, v 50 nm sau, con s ny tngtrnggpi cng vivicmrngthtrngti chu Phi, chu ,BcM, ng u.

- Thp nin 80-90, Unileverbtu cng cuccitli cng ty vinhiu thay icnbn: ti ccu, thanh l ti sn, ctgimv trqun l v nhn vin, t ra nhngmc tiu co gin, oto con

ngi, xy dngi nhm, hnh thchihpmim v nhiuhotng khc na


8/36

PHN I: TNG QUAN VTPON UNILEVERHotngkinh doanh ca Unilever qua cc thik:- Thng 2/2000, lnh o Unilever l Antony Burgmans v Niall

Fitzerald thng bo khochnmnm ti cu trc cng ty c tngi Path to Growth. Mcchcakhoch ny l ctgim chi phhng nmti $1,6 t v tmc 5% doanh thu vo cuinmthnhtcakhoch (doanh thu nm 1999 l khong $44 t)

- Trong nhngnmgny, tpon :

Tin hnh nhiu nghin cuthtrngv phthin ra rng, nhmsnphm dinh dng, hay thcphmbsung vitamin, thodc,tri cy v ccyutgipgim cn angtrn tngtrngmnh.


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PHN I: TNG QUAN VTPON UNILEVERHotngkinh doanh ca Unilever qua cc thik: Tung ra nhiusnphm hon ton mi: nc p tri cy, rau c

di ci tn Knorr Vie, thcphm tchtbo Becel

Ln khocha vo cc thnghiusn c khi nimcbsung ccyutnng caosckhng.

tnhimvuikp Nestle v Procter&Gabler trn thtrngChu u.


10/36

PHN II: MI TRNG KINH DOANH

CA CNG TY

Mi trngchung:

Unilever l mt cng ty aquc gia hotng trong lnhvcsnxut cc snphmchm sc c nhn v gia nhvimnglisnxut, phnphisnphm c mt trn180 quc gia trn thgii. Vimnglirngkhpnhvy mi trng kinh doanh ca Unilever l mi trng

ton cuvinhngcim ring tngquc gia mUnilever hindin.


11/36

PHN II: MI TRNG KINH DOANH CA CNG TY

Mi trngchung:Tnh hnh thgiihin nay:-Nn kinh tthgiihin nay angri vo suy thoi,khnghong, sspca Ngn hng Lemon Brother

- Lm pht cao mtsncnh Trung Quc, VitNam- Gi cc nguyn, nhin vtliutng cao lm tng gica nguyn liudu vo to ra sc p tng gi snphm.

-Hintngbini khhu lm tri t nng ln..-> cntrstngtrng kinh t.--Dn sthgiitng nhanh: t 7 tnginm 2011-- Chnh tr, php lut: hotng nhiunc nn mitrng chnh tr x hilut php rtphctp


12/36


- Phong tro nidylt chnh quyn mtsncnhSeri, Libya-> chnh trcc nc nybkhnghong -> ri do khi ut, kinh doanh.Khoa hc cng ngh:-S pht trinnhv bo ca khoa hc cng ngh ->vng isnphmtrnn ngnhn -> cc cng typhilin tcimi dy chuyn cng nghgithphn,tngkhnngcnh tranh.-Vn ton cu:- Xu hnghinhp ton cu ha, thngmit do ha(WTO), HipnhThngmiT do cc nc ASEAN(AFTA) -> toiukin cho cc doanh nghip c thmrngut, mrngthtrng, nhng n cngtora scnh tranh khclithn.


13/36


Mi trngngnh v mi trngcnh tranh:Unilever l cng ty aquc gia trong ngnh chttyrav snphmchm sc c nhn v gia nh.

Cc ithcnh tranh chnh ca Unilever nh l P&G,Nevea... chyu v nibtnhtvn l P&G.

Ngoi cc ithcnh tranh trn ton cu th tithtrng minc cng ty cnphicnh tranh vi cc

cng ty nia cng ngnh.

y ta nghin cuvith P&G:


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PHN II: MI TRNG KINH DOANH CA CNG TY p lct nh cung cp: Khng ln do Unilever chchnnhng nh

cung cp danh ting v nguyn liutngiphbin.

p lct khch hng: Khch hng ihichtlngsnphm ngycng cao, ihiphi lin tccitinchtlngsnphm, sng to cc

snphmmi. p lccasnphm thay th: L ngnh hng thng dng nn p lc

thay th l rtln.

p lctithcnh tranh: Unilever l cng ty aquc gia trongngnh chttyra v snphmchm sc c nhn v gia nh.

Cc ithcnh tranh chnh ca Unilever nh l P&G, Nevea... chyuv nibtnhtvn l P&G.

Ngoi cc ithcnh tranh trn ton cu th tithtrng minccng ty cnphicnh tranh vi cc cng ty nia cng ngnh.


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Vchngloisnphm:

-P&G c hthng danh mcsnphm kh adngv phong ph nhmcnh tranh vi Unilever tuy rngkhi so snh vchngloisnphmvi Unilever thUnilever c nhiulithhn.

V gi c- Ban u khi mi thm nhp vo thtrngtp trung vchtlng -> gim gi -> thu ht thm khch hng, mrngthtrng sau khi nhv hnh nhca mnhtrong khch hng l snphm c chtlng cao

Khch hng

- Hng cng snxut v cung cpsnphmv sinh cnhn, mphm, thcphm -> cnh tranh -> tngcngcc nlc Marketing hn thu ht khch hng.


16/36


Vthcnh tranh caith P&GNt chung v P&G.- P&G l doanh nghip chuyn snxutmphm, dng v sinh cho phi p v trssinh. Ngoi thtrngniancMvi trn 260 triu dn, snphmca P&G cn png nhu cucakhong 4,5 t dn hn 140 quc gia- gicv trthngtrthtrngthgii trongiukincnh tranh khclit, P&G l cng ty in hnh

Mtp trung nlc vo cc hotng Marketingquct.


17/36


Vthcnh tranh caith P&GCoi trngkhochchinlc di hnVkhochchinlc di hn, P&G coi trng hng uchinlcsnphmthtrng, cth:

- Chinlcsnphmhinhu - thtrnghinhu- Chinlcsnphmhinhu - thtrngmi

- Chinlcsnphmcitin - thtrnghinhu

- Chinlcsnphmmi - thtrnghinhu

- Chinlcsnphmmi - thtrngmi.


18/36


Vthcnh tranh caith P&Gnh gi nhanh nhy nhu cucathtrng- P&G thng xuyn kthprtchtchc haiphngphp: nghin cuti bn (Desk Research) v nghin cutihintrng (Field Research).

- thitlp quan hmtthitvi khch hng bn buncngnh bn l -> nhanh chng nhncnhng thngtin chnh tthtrng -> a ra nhngquytnhchunxc v tnh hnh thtrng-VD: ngay tM, P&G thitlp 800sinthoiminph dnh cho khch hng khch hng c thtrao iviCng ty vmi yu cu, gp hay li phn nn.


19/36


Vthcnh tranh caith P&GXy dngc danh mccasnphmnngng- Mt l, snphm kh phong ph vchngloi, kiudng nh x phng gitty (Coscode, Tide); giy lau(Charm - ing, Builty); thucnhrng v dugiu(Crest, Alwat, Head & Shouders)..- Hai l, chtlngsnphm lun lun c coi trnghng u theo nguyn tc: cha ra thtrngnhngsnphmcachung -> lun lun tho mn nhu cuthtrng, ngay cthtrng "kh tnh" nht nhng

nc cng nghip pht trin cao nhNht, c, Anh,Php...


20/36


Vthcnh tranh caith P&GXy dngc danh mccasnphmnngng- Ba l, chng trnh nhn hiukthpgia tnh covi tnh adng. Mi nhn hiuuthhin r tnh covchtlng, hnh dng, kch csnphmpngmtthhiunhtnhcathtrng.


21/36


Vthcnh tranh caith P&G

utkhoa hc v cng nghMinm P&G utkhong 2 t USD cho nghin cukhoa hc v pht trinti 17 trung tm lnChu u vBcMviing 8.000 nh khoa hc v kthut vin(tng bin chca Cng ty l 53 ngi).

Qungco v xc tin bn hng.- doanh sch cho qung co th P&G ngth2 M- Trong nm ti chnh 2010, P&G chi trn 8,6 t USDcho qung co- Tm li, mucht thnh cng ca P&G chnh l sphi

hp hi ho 5 ni dung cbnvhotng Marketingni trn.


22/36

PHN III: HOTNG KINH DOANHQUCTCA CNG TY

Chinlc kinh doanh quctimmnh:- cshtrcatpan Unilever tan cu nn c nn ti

chnh vngmnh.-Tnh hnh nghin cu v pht trin cng nghca UnileverVit Nam lun c ch trng v utthang.-- Gi ctngichpnhnc, trong khi chtlngrtcao, khng thua hng ngainhp.

-- Mi trngvn ha doanh nghipmnh, tbit cc quanhvi cng chng rtc ch trngti cng ty.


23/36


Chinlc kinh doanh quctimyu:- Gny, Unilever phictgim ngn sch. Cc v trchcht trong cng ty vn do nginc ngai nmgi.

- Vn cn nhng cng ngh khng p dngctiVit Namdo chi ph cao -> nhpkhutnc ngai nn tn km chi phv khng tndngchtngun lao ngdi do v cnnglc Vit Nam.- Mt hng ca Unilever cn kh cao so vi thu nhpcangiVit Nam, nht l nhng vng nng thn.

- chinlcqung b snphmca Unilever cn cha phhpvivn ha ng.


24/36


Chinlc kinh doanh quctChitccyutbn ngai:- Chtrngca ccb ngnh Vit Nam l cng thngnht xy dngnn kinh tVit Nam theo xu hng cng

nghip ha, hini ha; trong u tin thu ht utnc ngai, cbitt cc cng ty xuyn quc gia v aquc gia nh Unilever tng ngn sch.- Th trng trong nc (bn s, bn l, luchuyn hng

ha) pht trinhnnhiu.- chnh trVit Nam cnh gi l nnh.


25/36


Chinlc kinh doanh quctChinlc Marketing Mix 4Paim phn phiPlace:

Nm 1995, Unilever vo Vit Nam v quytnhto ramththngtipth v phnphi tan quc, bao quthn 100.000 aim. Unilever a khi nim tiuth bn ltrctuyn, sdng nhn vin bn hng ntngca hng bn ltrctuyn, nhng nhn vin ny c

nhimv cho cc n hng mi, giao hng v cp tndng cho cc n hng tip theo.


26/36


Chinlc kinh doanh quctChinlc Marketing Mix 4PSnphmproduct:

- Mua lit cc i tc ca mnh nhng nhn hiu c uy tn tnhiunm Vit Nam nhbtgit Viso, kem nhrng P/S -> citin cng thcchto bao gi v tipth gia tng tiuthnhng nhn hiu ny.- Vit Nam ha snphmca mnh-VD: Dugi Sunsilk cha thm chitxuttbktmt

laidugi dn gian caVit Nam, -> nhn hiu ny chim80% doanh sca nhn hiudugi Sunsilk.


27/36


Chinlc kinh doanh quctChinlc Marketing Mix 4PSnphmproduct:- cng ty xy dngmting nhn vinbnachuyn nghip, hiubittngtntp qun vn ha kinhdoanh v sthch cangiVit Nam -> to ta snphmtha mn thhiungi tiu dng- cbit ch trngnvicchng hng gibov

quynlingi tiu dng,bovshu trtu v uy tnvithnghiu hng ha.


28/36


Chinlc kinh doanh quctChinlc Marketing Mix 4PQung bpromotion:- Unilever c hai mng chnh trong chinlcqung b

ca mnh l qung b trctip (Above the line) v qungb gin tip (Below the line).Qungb trctip: l nhnghatngqung b sn

phm trn truyn hnh, bo ch

Qungb gin tip: l ttcnhnghatngqung bkhng qua ccphngtintruyn thng


29/36

PHN III: HOTNG KINH DOANH QUCTCACNG TY

Chinlc kinh doanh quctChinlc Marketing Mix 4PChnh sch gi c - price:- Khong 70% ngi dn tiu dng Vit Nam sngvng nng

thn c thu nhpthp -> mc tiu: gim gi thnh snxut tm cc nguyn liutich thay thmtslaiphinhpkhucng ty cng phnbvicsnxut, ng gi cho cc v tinh ticc khu vcBc, Trung, Nam gim chi phvnchuyn v khobihtrti chnh gip cc doanh nghipaphng c th nng

cp trang thitbsnxut, chuyn giao kthut, tchc ccchng trnh hunluynsnxut


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Chinlc kinh doanh quctChinlc Marketing Mix 4PCon ngipeople:

- Unilever Vit Nam lun coi trngvic pht trinngunnhn lc lbct ph vcht cho s pht trinbnvng lu di- Unilever xy dnging nhn vinbna chuyn

nghip v thng xuyn ch trng cc chng trnh hunluyn nhn vin.


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CcutchcNguyn tcmcch- Lun lun lm vicvi tnh tan vn-Tc ng tch cc: thng qua cc thnghiu, hotngthngmi v cc mi quan h, thng qua ng gp tnguyn, v thng qua nhng cch khc nhau trong tham giavi x hi.- Lin tc cam kt.- Thitlp ra nguynvngca Cng ty: Mcchca cng tya ra nguynvng trong hatng kinh doanh- Lm vicvinhngngi khc: Lm vicvi cc nh cung

cp c gi trtngtnhca chnh chng ta v lm viccng cc tiu chun chng ti.


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CcutchcStchc Cng ty Unilever


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PHN IV: BI HC CHO CC DOANHNGHIPVIT NAM

Cn c khoch, chinlccth khi xc nh doanhnghip mnh s mang tnh quct, kinh doanh trn mtqucgia khc.

Cn xc nh rphngthc khi thm nhpmtthtrngmi. Thm nhpbng M&A. y chnh l vic Unilever c l trnh cth cho vic thm nhpthtrngVit Nambtubngvic tm hiu v mua lithnghiu kem nhrngP/S khi rtnitingtiVit Nam, v vy m cng ty d dng hnrtnhiu trong vic pht trin kinh doanh sau ny.

Vic xc nh r mi trngcnh tranh, ithcnh tranh gip cng ty a ra c cc chinlc, sch lchp l.


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Nng cao chtlngsnphm, citinsnphmnhm tm cchlm h chi ph, gi thnh, nng cao uy tn casnphm trn thtrng.

Cnthitlp v pht trin knh phnphi theo tiu chuncaUnilever l always visible, always available.

Qung co v xc tin bn hng thng xuyn v hngminlcca cng ty vo thchin cng tc ny sau khi snphm c chtlngtt, vic ny ch c ngha khi cc snphmca cng tyc chtlng cao cn nunhchtlng km m lm qung comnhm c khi lm cho cng ty mt khch hng. S dng cc yu

t marketing qung b mt hng ca cng ty nvingi tiudng tinc.


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Tm hiuiukin kinh t v vn ha tiu dng ca

ngi tiu dngbnxa ra cc snphm ph hp.Unilever ngy t ngy u xm nhp vo thtrngVitNam xc nh cc snphmca cng typhi c gicnh tranh v ph hpvimcsngcangi tiu dng.

Thc hinchm sc khch hng chu octrc, trongv sau khi bn hng.


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