CHlNH SACH MARKETING MIX CUA CONG TY c6 PHAN THE THAO BONG tlTC
ThS. Ngu>^n Thu Phmmg
T6mtit:
6 a . kh' n^iftn ohi, 4 ^ t ^ AS dua ra rhJr^ k i ^ t M c ca bk\ v l merketri^ maHcetJig rrix v^
vei trd dia m a i ^ t r y 4 ^ vtJt h ^ hoa t r o r ^ rri+i vyc thi d^ t h ^ thao, .^ijp D^n^ U/c H & r5 hen v l ch'rfi eich rralcetfy rrix cua Cdry t y trftn ccf 6(5 (36 t i n cMig t*T(^' ca, d6\ pr6 rWng t h ^ thJc, n ^ cao dU^yc khi nSng c ^ t--ar. ^ - ^ ^rti Asqc tJi tn/dng tncng rutJc v^ (Sjufc t ^ . Bdn c ^ do dua ra m$t s ^ gk phaip gCp €>$rq U/c ti>ry butJc c i i each cKi+i s ^ ma^ceti1g mix c6a m Wl rt^ d ^ t d o a i i t h j cao hem.
BAT VAN BE
liiC'n nay, trong xu the hpi nhap kinh te qudc te, hogt dpng phan phdi ban le ngav cdng phat trien. Ddc biC'l. thi trudng ban le cua \'ipt Nam ta mpt th) irudng hap dan, thu hut sy dau tu ciia nhieu doanh nghipp ea trong vd ngodi nude. Hp thdng phan phdi bdn le ciia \ iC't Nam hi^n nay dupe danh gid la nhd le vd manh miin. Do dd, dc cd the phdl men hp thdng phdn phdi ban le.
Ciic doanh nghipp phdi tdng eudng dau tu, ndng cao hipu qua hogt dpng phdn phdi ban lc. \ ii;c nd) ddi hdi cac doanh nghipp \ iC'i Nam phai hogch dinh mpt chicn lupc, mpt chuong trinh thich hpp. Mpt chicn lupc Marketing phii hpp sc giup doanh nghiijp tgn dyng thdi co. ddi phd nhimg thach thirc. nang cao dupe kha nang cgnh tranh, chicni ITnh dupe thi trudng uong nude vd qudc te.
Cdng ly cd phan the thao Dong Lyc la mpt trong nhiing COIIL; ty da ung dyng chinh sdch Markeiiny mix vao hogt dpng phdn phdi ban lc. Trong qua trinh img dyng marketing mix Dpng Lyc d,l gdi hai dupe nhieu thanh ciing Irong nhumg ndm qua. Mac dii va>. Trong qua trinh thye hipn Cdng ty cd phan the thao Dpng Lye v.in con nhicu hgn chc, thicu sdt
Vi \4>. trong qua trinh thye tc tai Cdng t\ cd phan the thao Dpni; Lyc phdn tich; "Chinh sach Marketing: Mix cua Cdng tv cd phan the thao Dpny Lye" da dupe lya chpn nghien eiru.
PHiroNG PHAP NGHIEN CUTU
Qua trinh nghien euu su dyng eac phuang phap nghicn cim:
- Phut.mg phap phan tich \a tdng hpp tai liC'u
- Phuang phap so sanh - Phucmg phap toan hpc thdng ke KET QUA NGHlfN CUfU VA BAN LUJN Sau khi vgn dyng tdng hpp cac kicn thire, ly lugn eiia triet hpc, kmh te chinh trj, kinh te hpc.
quan ly the dye the thao vd su dyng long hpp eac phucmg phap la; phuang phap phan tich va tdng hpp tai lipu. phuang phap so sanh, phuang phap loan hpc... vao vipc phan lich thye trang chinh saeh markeung mix cua Cdng ty cd phan the thao E>png Lyc vd dd dua ra mpt sd giai phdp nhdm tdng cudng \ i?c ung dyng chinh sdch Marketing mix ciia Cdng t> Kci qua cy ihc nhu sau:
1. T\u/c trang i>ng dyng chinh sdch Marketing Mix tgi Cdng ty c6 phjtn the thao Opng Lg^:
- Tham sd san pham
Cdng ty ed danh mye hdng hod Idn ve chuyen myc mdt hang dyng cy, trang phyc eiing cdc djch vy ve the ihao Cdc m$t hang dupe phan thdnh cac nhdm danh myc hang hod Idn chuyen dyng nhu: Nhom mgt hang phyc vy cho hogt dpng tgp luvcn thi dau the thao chuyen nghipp, nhdm mgl hang phyc vy chdm sdc sue khoe mpi ngudi, nhdm m§t hang thdi trang the thao, nhdm mat hang thiet bj dgy hpc lien quan cac mdn ihe- lhao V a giao dye the chat, ngodi ra Cdng ly cdn cung cap cae djch vy san xuat vd ldp dat ede cdng trinh vc the thao nhu .san nhya tdng h^^, san cd nhan tgo. bang dipn tir vd cdc san pham khdc. Cac nhdm hang bao gdm cac m$l hang cd cimg chue nang. ngudn goc hay tinh ndng.
Mien nay. danh myc hang hod ciia Dpng Lye kha da dang, phong phii. vdi khn;itig 1.000 m$i
B*l BAO KHO* HOC
hang (hinh 1). Co thd »ii dyng cac chi tieu nhu: va miic d^ hii hoa ciia danh myc dc tha\ sif da Bi rpng danh mgc hang hoa kinh doanh, mirc d?ng eua danh myc hang hoi E)<jng iifc kinh tii phong phu cua danh nuic. bi sau danh niMC. doanh san xuat.
a
Sacttibal^
oVolleYliallo
A
Oothgs ^—''^gii Saof ts Show ^ Sports CUP ' ^ s . Hinh 1. Mpt so san pham tieu bieu cua cdng ty co phiin 0$ng L ^ Danh mye hang hoa cua Dpng Lyc phongphii nhung chua dii sire canh tranh so vai mpt vai ddi thii khdc. nhat la so vdi hang ciia cac hang km tren the gidi. Ben canh do. vice ba\ tri mpi vai hang hoa cdn d tam khuat, lam khach hang khd lim kicm trong qua trinh mua sam Nhieu logi hang hod trong Dpng lyc edn tdn nhieu, do vjpc khdng nghicn eiiu nhu cau khach hang dc bict xu hudng nhu cau ciia khach hang, tir dd CO kc hogch san xuat vd nhgp khau hpp ly.
Cdng tac quan ly va bao quan hang hod edn yeu k6m. Hogt dong kiem ke hang hod chua dupe quan tam nen v i^'c thieu hyl hang hoa cdn tdn tgi.
- Tham so gid ca
Dpng lyc dp dyng mpt chinh sach gid cd djnh ddi vdi hang do Cdng t\ san xuat, chinh saeh linh hogi vai hang nhgp khau. Tgi njtig thai dicm khae nhau E)png Lye sir dyng cae muc gid khdc nhau. Nhu vdo nhimg djp le Tet. khu\i}n m.ii dae biC'l cac m$t hang ciia Dpng Lye ed gid tuong ddi Ihap so vdi cac din thii canh tranh.
Dpng Lye cung djnh gid cac m$t hang dupe dung goi thco 16. hay theo bp. Khi mua hang trpn bp. khach hang sc nhgn thdy hang hod cd gid re hon khi mua rieng lc E)di vdi nhimg m$t hang loi mdt hay hang tdn kho nhieu Dpng Lyc cd chinh saeh gia thap de kich ihieh khach hang mua hang.
Dpng lyc da dinh hudng gia hap dan nen Dpng Lyc co the cgnh tranh dutii. vdi doi thu C4nh uanh, thu hiit dupe lupng khach hang cd mirc song trung binh tra len ddn mua hang tgi Dpng tue
Doiii: Lyc eon dp dyng chinh saeh gid trpn K' danh cho nhung mdi hang phy thupc hay lien
quan den nhau nhu quan ao. giay. khdn tham mo hdi... phyc v u tgp lu\ pn .Xerobic plmng trdo, hay bp quan do, giay mu, tui the thao ddng bp sang trpng se giam gid khi mua chpn bp.
Tdm lgi, Dpng Lyc da su dyng chinh sach gid tham nhgp. Sau dd sii dyng kcl hpp vdi chinh sach phan bipt dd la dua ra nhimg miic gia khdc nhau cho mpt logi san pham d nhirng phan dogn thj trudng khae nhau. Vi dy vdi san pham gidnh cho hogt dpng thi dau the thao chuyen nghipp thi Dpng Lyc cung ung ra thj trudng vdi chat lupng cao, tuong iing la gid cao, trong khi dd doi vdi san pham gidnh cho ddi tupng tgp luypn khdng chuyen, Cdng ty dira ra miie gid thap chat lupng dap img nhu cau tgp luv C'n thdng thudng ciia ngudi tgp.
- Tham sd phan phdi
Mot trong nhirng thanh cdng viia qua Id Dpng Lyc da tgo them mpt kcnh phan phdi bdn hdng mdi thich img nhanh v di qua trinh phat tnen khoa hpc cdng nghp dd Id dua them kc-nh ban hdng qua mgng (Marketing Internet Marketing dipn tir) mpt kenh hipu qua dam bao dua den khdch hang loan bp thdng tin gid cd, chiing logi hdng hoa.
Dpng Lyc dupe hinh thanh dudi hinh thirc phan phdl bdn Ic hipn dgi. la ngudi trung gian giira nhd san xual, nha cung iing vdi ngudi ticu diing.
Hipn nay. Dpng Lye sii dyng chicn lupc phan phdi lya chpn nghTa Id thuang sir dyng kenh phan phdi trye tiep thdng qua lyc lupng ban hang va h^ thong bdn Ic trong chuoi. Hang hod ciia Dpng Lyc dupe chuven cho cac nha budn.
dai ly lgi cdc tinh thanh irong ca nude, ricng vdi 30
khu vuc Ha N6i. Dpng Lyc co bp thdng ban le dia chi dem Igi doanh thu Idn cho Dong Lyc.
trye ti^p thdng qua eac sieu ihj \ a cua hang Tuy nhien. Dpng Lyc chua chii dpng kiem soat chuyen dconh dia Cdng t> nhu 1 ^''K Nguxcn d u ^ thj trudng tgi cac tinh thanh.
Thai Hpc, Hang Bdng. Hing chao... day la cac
Bang 1. H# thong Showroom cua cong ty co phan Dpng Lire
I [lang Chao, Ha Ndi - 157K Nguyen Thai Hpc, Ha N6i Mien Trung
- 194 Hiing Vuong, thanh phd Da Nang Mien Nam
- 1 3 0 Nguyen Thj Minh Khai, Qugn 3, Thanh pho Ho Chi Minh
- COra hdng AS Nguyen Kim San vgn dpng Thong Nhat, thanh pho Ho ChJ Minh - 1 4 7 Nguyin Du - B^n Thanh, Thdnh pho Ho Chi Minh
Hipn nay. nhu da phan tich E>png Luc cd he chuven qua Igi giira cac dan vi trong chudi. Giiip thdng phan phdi rpng khap cdc tinh. thanh phd cho vipc cung ung hang boa dupe kjp thdi. dap phia Bac va mpt sd tinh. mien Trung, mien Nam img tdt nhu cau ciia khach hang,
nuuc la Do dd, hang hoa cd the de dang chu
Ngudi ti^ u d6DS
BCqgldC
Ldt Uttv b u bang
Cic dai tf tioDg be tbODg bso gom C3 SI^Q till vi ibaomxwn
So* d6 1. D^ng kenh phdn phoi c6ng Hogt dong phan phdi thdng qua lyc lupng bdn hang cua E)png lyc (so dd 1) Tgi mpt sd dja phuang kcnh phan phoi ciia Dpng Lye chua den dupe van phai thdng qua dgi ly lu nhan. chmh vi vgy s5 tao bi dpng trong vipc phan phdi va ddp img kjp thai nhu cau. nhgn phan hdi ciia khdch hang. Ben cgnh dd. lyc lupng ban hang chua cd trinh dp. kinh nghipm trong vipc xir ly nhOmg tinh huong bat ngd xay ra. Cdn chua chii y den i.^-ih phan phoi km. hipu qua dd Id thdng qua kcnh phan phdi eiia cac Trung tam thuong mgi, Sicu thi 1<™ cd uy tin nhu Big C, FIVI Mart, dc ign dyng kenh phan phdi thu hiit nay.
- Tham sd xiic tien
Cac hinh ihirc su dyng Id quang cao. khuyen mgi. quan he cong chiing, hpi chp \a d|c bi?t Id lai trp dao tao lyc lyc vgn dimg vicn ih^ thao
ty c6 ph^n D^ng Li/c dang st> dgng (thanh Igp trung tam Dao tgo van dpng vien Dpng lyc I. Id chiic cac sy kipn the thao.. da giiip tang so lu<,mg san pham lieu thy.
Nhgn thav tam quan trpng ciia hogt dpng xiic tien thucrng mai. Dpng Lyc cung da dp dyng cac hogt dpng xiic tien thucrng mgi. nhung cdng cy sir dyng chii >eu la: Quang cdo, khuyen mgi, ban hang trvc tiep. quan hp cdng chiing.
Dc quang eao hinh anh trye ticp san pham Dpng Lyc kinh doanh. gdn nhan hipu Dpng LUL iren tat ca cac san phdm. Vdo cdc dip lc let, djp khai trucmg, djp ky nipm, Dpng Lyc thudng treo bang rdn ben ngoai de thu hut sy quan tam cua ngucri dan. Dpng Lyc cung cd nhimg hogt dpng quang cao tren cdc phuang tipn nhu bdo chi.
ihdng qua cac sy kipn the thao.
Khuyen mai la hogt dOng xiic tien ban hang
BAi BAO KHOA HOC nhdm xiic l i ^ vipc mua hang hoa cua khach hang thdng qua v lee cung c ^ nhirng lpi ich nhat d|nh. Cac hinh thirc khuyen mgi chu \cu ma E)png Lyc dp dyng la: Giam gia hang ban. tang qua, t ^ g phieu mua hang, chiet khau thanh loan. Cac hogt dpng khuyen mgi cd tac dyng kich thich ngudi lieu diing mua hang, thudng dirpc dp dyng vao cae ngay le. let. chao he... sir dyng eac chuong trinh tai trp cho Hpi khoe phu d6ng loan qudc, Dgi hpi the thao toan qudc, giai the thao qudc gia: \d dich cau Idng loan qudc.
gidi Dien kinh, giai Bdng rd hpc sinh. sinh vien khu vyc mien Bac Cup Dpng Lyc, trang phye cho doan the thao Viet Nam tham dy cae Dgi hpi the ihao E)dng Nam .X. the thao Ngudi khuyet tgt Ddng Nam .-X. Olympic. Paralympie...
Ban hang iryc tiep: La hinh thuc su dyng dpi ngu ban hang cd kinh n^ipm, cd trinh dp tiep xuc trye liep vdi khach hang tiem ndng.
Quan hp cdng chiing; Cac hogt dpng quan hp cdng chiing ma Dpng Lye da dp dyng dd la:
Dung gdp lir thiC'n. img hp quy ngudi ngheo.
ung ho ddng bdo bj lii lyt thicn tai, hogt dpng khach hdng than thici.
Ilpi chp thuong mgi: Ld hoat dpng Igp trung trong mpi thdi gian c,M«M.^. .8^1^^ va dia diem nhat
n^tt^h^'''"^-^ZT''
^ ^ giCTi thi?u h a n g
maiagers »tio a-e d«ig hoa. g.oi Ihifu hinh 'nrkethg r sports , anh va ban hang.
KiBtry h Vfetnan to Hpi chg c6 lac haw! betto-, dgng trvc licp den i»v*rstav*^ of ^ "•^' " ^ 8 " o hieu matetrqrtfeheportel'"" <^"^ ^^^"^
b.Bt»«,ovrom«nt,'! • ' T - ^'^. ''°''"';
u.i,n I _ , u 1 "Bn'CP nen no 1^
h ^ Dong Ur to h * e , ho,t dpng mang l,i betto-irderetaiAigof. hieu qua di cao.
ther arrert matetrq Hicn nay, Dpng mx and identify ther, i-uc it co ^.u quan 5trrrv!:hB.We«kt«s6e6J '*™ day du den
Htttar a/rent one aid hinh ihitc nay t t w ^ t h s m a o r r , . "°f' ''""8 "V-^
— j - ^ . ticn chua dupe ticn '^'=anm)dation& to hx„u *•
^ 1 nanh dung mue
^rFwrsthtrrrwiirtng Cac hogt dpng fT*( to efft the fngj chua phong phii, nsecit - tT^KraeteeS *^'f^ *iJfc don gian
nen hipu qud truydn tin khdng cao. Hogt dpng quang cio chi dimg Igi d hinh thuc quang cao qua bang rdn, dp phich, pand chii chua khai thic dupe cac phuong tipn hipn dai khdc nhu Inlcr- net,Tivi...
2. M$t s6 gidi phip nhim tdng cu>d^g i>ng dyng chfnh sdch marketing mix ciia Cong ty ch phin th4 thao D^ng L|;t;
+ Giai phap t: Nghien cim nhu cau thj tnrdng Nghien cOru thj truong giiip E)png lyc hieu r6 ddi tupng khdch hang ma Dpng lyc hirdng toi, tii dd cd each thirc dap img tdt nhat nhu cau ciia khach hang.
- Ticn hanh tim hieu cung bgc nhu eau ciia khach hang, phai tac dpng vao cac budc trong qua trinh quyet d|nh mua hang cua khdch hang.
- Can nghien ciru kv hern ve nhu cau tgp luv en ciia ngudi dan tgi cac khu dd thj mdi thdnh lap day Id thj trudng mdi. day tiem ndng cho san pham cua cdng ty.
+ Giai phap 2: Hodn thipn chinh sdch san pham
Hipn nay, Dpng Lyc dang ton tgi mpt so van de ve hdn^ hod, dc giai quyet v an dc ndy, E>png Lyc cd the sir dyng cdc bipn phdp sau day:
Tang cudng san xual vd cung ung ra thj trudng eac san pham dd dimg vd trang phyc tgp luypn tang cudng sire khoe cua nhdm the thao khdng chuyen nhu quan do, giay dep. tham tgp.... trong khi dd d mang th; trudng ndy sdn pham ciia Dpng Lyc chua dupe thu hut. Dpng Lyc can phdi nhanh chdng xam nhgp vd chiem ITnh cung ung ra thj trudng nhdm san pham ndy.
- Dpng Lyc can tiep tyc duy Iri chat lupng sdn pham. Tuy nhien. mau ma san pham can dupe thay doi thict kc de lang hap dan, mau sdc dgc trung. Chu trpng thiet kc thco hudng tdng tinh nang ciia .san pham; Can nhanh nhgy trong quyet djnh dua sdn pham mdi; Dpng Lyc nen ticn hdnh phan logi hang hod d cap cao nhat theo cdc nhdm hdng khae nhau nhu: Nhdm hdng co kha ndng phdt trien nhu cau; nhdm hdng cd nhu cau liem an vd nhdm hang cd nhu eau giam din.
- Can phdi h? thdng hoa Igi todn bp san phdm va quy trinh san xuat dc ddp ung ticu chudn cdc thj trudng mdi, th| tru.mg khd linh nhu Nhgt Ban. Han Quoe, M> C (uiy ty cin egp nhgt nhimg quy djnh mdi hipn nay ve qu> ehudn dyng cy. san bai, trang phyc vua cdc Lien doan
the thao q u ^ gia va quoc te de vgn dyng vao quy uinh san xuat sao cho dap iing nhu cau ngay cang cao cua thj Uirdng.
+ Giai phap 3: Hoan thipn chinh sach gia Dpng Lyc nen dua ra miic gia cgnh tranh de cgnh tranh \ di cac ddi thii khae. Can nghien cuu cac nhan t6 anh hudng tdi gia ca va vai trd ciia nd trong vipc hinh thanh nen gia hang hoa (Cac nhan td anh hudng bao gdm nhan td ben ngoai vd nhan td ben trong).
Did Id mpt tham sd nhay cam nen Dpng Luc can nghien cim va cd su quan tam dimg muc tdi quyet djnh ve mirc gia, dua ra chien lupc gia phii hpp. Ben cgnh dd, phai nghien cuu cae nhan td anh hudng tdi gia de cd the dy doan va dua ra mirc.gia thich hpp.
+ Gidi phap 4: Cac giai phap ve xiic tien thuong mgi
- Can nang cao nhgn thiic ve vai trd ciia xiic lien thuong mgi.
Tdng eudng cac chuong trinh xuc tien thuong mgi mpt each cd hipu qud. Dpng Lye nen tdng cudng cdc chuang trinh quang cao tren truyen hinh, tren cdc website lin liic the thao trong cdc chuang trinh the thao.
- Dpng Lyc can ed nhirng hinh thuc xiie tien thuang mgi mdi thay the nhirng hinh thirc cu md khdch hang da qua quen thupc de kich thieh sy lim hieu, sy himg thu ciia khach hang.
- Nen ket hpp vdi dan vj td chiic cac sy kipn the thao cdc dpt khuyen mai. Nhu vgy, se tdng dupe quy md ciia dpt khuyen mgi, giiip khdch hdng hieu ro hon ve hdng hoa md Dpng Lyc dang kinh doanh vd tdi cuon khach hang han.
•* Giai phap 5: Phat trien ngudn nhan lyc hipu qua
Ngudn nhan lyc Id yeu td quyet dinh sy phat Irien ciia doanh nghipp. Nhdn vien ban hang la dpi ngu trye tiep tiep xiic vdi khach hang nen do cd the eoi la b^ mdt cua Dpng Lyc. gdp phan xay dyng hinh anh Dpng Lye.
+ Giai phdp 6: Phat men djch vy khach hang Ben cgnh vipc duy tri miic gid thdp, san pham dgt lieu chuan, phuang thirc phyc vy vdn minh hipn dgi, Dpng Lyc nen hodn thipn hem nira cac djeh vy khdch hdng de tdng hi?u qua kinh doanh. thoa mdn tdt nhat nhu cau ciia khach hang
• Giai phdp 7: Phat irien ngh? thugt trung
bay hang hoa va nang cao ca sd vgt chat ki thugt, cdng n ^ e
Trung bay hang hod Id nghp thuat trong hogt dpng phan phdi bdn le. Viec tnmg bay hang hod mpt each hpp ly, dam bao sy thugn tipn cho khach hang cd the nang cao dupe khd nang tieu thy hang hod. Do dd, Dpng Lyc nen hoan thipn cdc yeu td ndy de xdy dyng, nang cao hinh dnh Ddng^ Luc va tang kha nang tieu thy hang hod.
KET LUAH
1. Sau khi nghien cim ting dyng chinh sach Marketing Mix vao hogt dpng phan phdi ban le cua Cdng ty cd phdn the thao Dpng Lyc cd the thay rang, Cdng ty da cd sy quan tam d^n hogt dpng nay. Tuy nhien, v an cdn nhimg hgn chc can luu tam eai lien. Do dd, trong thdi gian tdi Cdng ty cd phan the thao Dong Lyc nen nghien ciiu va img dung Marketing Mix vao hogt dpng kinh doanh eiia hp thdng phan phdi ban le hpp ly han niia de nang cao dupe hipu qud kinh doanh, ldng siic canh tranh. dua thuong hipu Dpng lyc trd thdnh thuong hi?u mgnh trong hp thdng phan phdi san xuat hang hod the thao ciia Vipl Nam.
2. Bi tai da dua ra cac tham sd ciia Marketing Mi\ trong hogt dpng phan phdi bdn le ciia Cdng ty CO phan the thao Dpng Lyc. dong thdi dua ra 7 gidi phdp de tang cuimg img dyng Marketing Mi\ cho Cdng ty cd phan the thao Dpng Lyc
TAI I 4 U THAM KHAO
1. Bdo eao long ket hdng ndm ciia Cdng ty cd phan the thao E)png Lyc.
2. Ducmg Nghipp Chi, Lam Quang Thanh, Phgm Ngpc Vien. Tg .\uan Lai (2007), Tdi sdn The dpc the thao kinh doanh vd qudn tri. Sach chuyen khao gidnh cho sinh vicn Cao hpc va Dai hpc TDTT, Nxb TDTT, Hd Npi.
3. Hoang Dire Than. Dgng Dinh Ddo (2006), Gido trinh Kinh te thirong mpi, Nxb Lao dpng xa hpi.
4 Phgm Dinh Bdm (2003). Kinh te hpc The due the thao, Nxb TDTT. Ha Npi.
5. Hoang Minh Dudng, Nguyen Thira Lpe (2006), Qudn trj doanh nghipp ihmmg mgi, N \h Lao dpng xd hpi.
.6. Nguyen Xuan Quang (2000), Marketing thuong mpi, Nxb Lao dpng xa hoi.
