Thuc trang hoat dong Marketing-mix tai cong ty Co phan VNLight
VQ van Giang
Khoa Quan tri kinh doanh, Truong dai hoc Kinh teKy thu$t Gong nghiep
Cdng ty cd phin VNLight dupe Ihanh lip 2010, hii qua qui trinh xiy dyng, phit triln vi Irudng thinh, gid diy cdng ty ed phin VNLight li mdt trong cic doanh nghidp hing diu trong trong nginh thilt bi didn nudc hogt ddng tren cie linh vuc: Thi cdng cie cdng trinh dien nud'c, he thdng diln nude, thiiy didn, diu tu kinh doanh cdng trinh didn nude khu dd thi, khu cdng nghidp, lu van thill kd eic edng Irinh didn nudc, dan dung, cdng nghiep din dung... Tuy nhidn, hong nhiing cdng ty ludn gap phii su canh Iranb gay git tii phia cic dd'i Ihu canh tranh. Didu nay ddi hdi, cdng ty can phii nghidn ciru, phan tieh thyc trang vi tim cic giii phip marketing — mix nhim bo tip hoat dpng tieu thu sin phim eijg minh.
1. Thjrc trang hoat ddng marl(eting - mix tai Cdng ty Co'phaii VNLight '
1.1. Chinh s i c h san p h i m
Trong nhiing nam gin day, vdi ap lyc eanh tranh khde liet tit eac cdng ty trong nganh. Cdng ty cd phan VNLight da khdng ngimg dua ra cic chien lupc nhim cii tiln sin pham. Nhd dua ra nhiing chidn luoe diing din, kip thcri, VNLight vin ed thd giu dupe doanh sd bin hing dn dinh vi tuang dd'i cao.
Dd'i vdi c i c thill bi dng c i p thoit nudc, edng ty d i din tao dupe idng tin dd'i vdi khach hing vdi viec kinh doanh eie s i n pham vdi thuang hieu ndi tiing, da cd Iuong Idn khich hang lin diing. Tuy nhidn gin diy Ihi cac sin pham m i cdng ty dang kinh doanh cd nhilu loai bi lim nhai, lim gii khidn vide kinh doanh ciia cong ty gap phii khdng it kho khan. Chinh vi vay, de liy lgi uy tin va Idng tin nai khieh hang edng ly VNLight da i p dyng eac bien phap kilm tra chat che, kilm tra khi nhan hang cua nhi sin xuil, kilm tra khi giao hing cho khich hing. Ngoii ra edng ty eiing d l nghi vdi khieh hing. Nlu khieh hing phit hidn nlu CO hing gii khi nhin hing cOa cdng ty thi b i o ngay cho cdng ty d l nhin thudng, dong Ihdi cdng ty se kien quylt diiu tra d l xit li vdi nhtmg nhin vien nio vi phgm.
Doi vdi cic sin phim ciia edng ty, cdng ty eo chd dd b i o quin bop li d l tiinh hu hong nhim dua cho khieh hing nhiing sin pham lot nhit dong thcri trinh nhting thidt hgi ldn cho cdng ly.
Ngoai ra hidn nay cdng ty dang tieh eye, dinh gia, lua chpn nhiing sin phim mdi d l dua vio danh myc hing hda kinh doanh ciia doanh nghiep lam cho danh myc hang hda ciia edng ty ngiy cang phong phu, da
dang d l d i p iing nhu eiu ngiy eing cao eiia khieh hang, bdi nhu eiu eiig khieh hang ngay eing eao vdi cic nhu ciu ngay cing kbit khe hon.
Djch vu ban hang cua edng ty: Cho dii VN Light sin xuat kinh doanh sin phim vdi chit lupng sin phim dii ed lot di chang niia eung se khdng thi giii chin dupe khach hing nlu khdng ed cie dieh vy bin hing eiia edng ly, lim hii Idng khieh hang eOng khdng kem phan quan trpng. Chinh sin pham, djch vy nay se tao nen thuong hieu eiia edng ty. Doanh sd bin bing eao hgy thip phu thude vio dich vu phu Ihupc niy bdi Id cic ddi thu canh tranh ciia cdng ty ed thi se cung cip cie logi sin phim gidng vdi san phim eiia cdng ty nen doanh nghidp n i o cd dieh vu tdt ban sd ed doanh so bin hang eao ban.
1.2. Chinh sach gia
Hien nay cic edng ty i p dung nhilu ehinh sieh gii khac nhau, do d i e thu la mdt cdng ty vdi quy mo nhd ndn cdng ly chi i p dyng hai chinh sich gii phd biln, dd la chinh sich linh ddng v i chinh sieh hg gii:
- Chinh sieh linh ddng: Mue tidu cua VN Light li ed dupe doanh sd cao vi lpi nhuin eao nhit ed the. Hidn nay eic doanh nghiep sin xuit kinh doanh Irong linh vuc Ihilt bi dng eip thoit nudc canh tranh rat khde liet, vi lhl cdng ty i p dung chinh sieh niy. Chinh sich Iinh hogt d edng ty la dua cho khach hing eung mdt thdng bio gii, nhung tiiy timg logi khich hang ma cdng ly sd dua ra chiit khiu khic nhau. Ap dyng ehinh sich niy giiip cho cdng ty cd kha nang ho hp lot hon hong viec ban hang va nhim d i p iing nhu eiu eua khieh hing.
- Chinh sieh ha gii: VNLight dang i p dung 3 hinh thiie hg gii phd bien:
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+ Ha gii theo khdi lupng: Trong mdt don hing neu khach hang mua vdi sd lupng Idn thi miic chidt khau cing cao
+ Ha gii tiieo Ihdi ban thanh toin: Cdng ty hien dgng i p dyng phuang phip thanh toin Ii ngay sau khi nhgn hing khieh hing sd phii tri ngay 40% gii tri don hing, 60% cdn lgi khach hing sd thanh loin sau 20 ngiy. Nlu khich hang Iri hdt mdi lin hoac Iri trudc thdi hgn sd dupe giim gia.
+ Gia hing tdn kho: Ddi vdi eic san pham li hing tdn kho khong cdn phii hpp thi cdng ty se dua ra eic miic chiit khiu nhim bin dupe hang va giai quydt kho bai d l du tru don hang moi.
Dmh gia dua vao su cgnh tranh, khi dua ra ehinh saeh gia, edng ty da nghien ciiu rit ky gii eung nhu mite chill khiu eiia eie ddi thii canh tranh. Do vay da mang lai hieu qua cao cho VN Light. Ap dyng eac chinh saeh gii linh hoat, ha gia lim edng ty egnh tranh lot hon tren Ihj trudng, cd thd ap dyng chinh sach ha gii niy mdt eieh d l ding va phii hop vdi linh hinh edng ty hidn nay. Gii e i ma cdng ly dua ra ludn thip ban hoac bang vdi gii ddi thii egnh Irgnh vi the ludn dupe ngudi tidu dting binh chpn vi khdng cd phin nan gi. Tuy nhien, i p dyng chinh sich gii linh hogt d l din din tinh trgng khilu nai eiia khieh hing va ddi hdi su edng bang vl gia, cie ehinh sich gia nay se trd nen don dieu khi edng ty md rdng kinh doanh.
1.3. Chinh sach phan phd'i
Cdng ty VNLigbl lua chpn kdnh phin phdi don giin nhii nham lim eho ehi phi sin phim cua cdng ty li nhd nhit dd egnh tranh vdi dd'i IhO khic, bdn egnh dd cdng ty cung to chiic nghien eihi thi trudng, danh gia Igi tiim lyc Clia cie eiia hang, tii dd cd nhiing chinh sich uu dai tdt ddi vdi nhOng khieh hing tmng thinh. Bdi vi qua qua tiinh kinh doanh da ed khdng It eua hing lit bd cdng ty de mua hing lit edng ty khic de cd ehilt khau cao ban. Hd thdng phin phdi don giin, gii thanh sin phim egnh tranh, qui Irinh gigo hing nhanh ehdng, tidn Icri, viec diiu hing duoc tiln hinh mdt cieh khoa hpe. Dp bao pbii ylu, cdn bd hdng nhilu thi trudng, chua cd bidn phip httu hieu d l quan Ii nhin vidn giao hang nhim giam bdt thdi gian nhin rdi.
Cdng ty hidn dang cd hang ehue eiia hing bin II va cung eip eho hon 60 ciia hang bin le Irdn Ihi trudng Ha Ndi. Cdng ly dang dan liep tue md rdng phit triln cic lyc lupng bin hing true tilp eiia edng ty vi diy Ii kenh tao ra doanh so cao cho edng ty. Tuy viy, lyc lupng bin hang tare lilp chi lip Imng vio khich hang phin bd d cac khu vyc kinh l l phit Iriln tao cic quin huyen gin vdi edng ty. Phgm vi bao phii thi trudng ehua Idn, nhilu khu vuc ko ed ciia hang ciia edng ty.
Tgi Hi Ndi, cdng ly phin phd'i true lilp d i n cic ciia hang ban 11. Cie eita hang bin le nay ed dac diem li ed duoc su dn dinh ve doanh sd bin hing, cie ctra
hang n i m d vj tri tiiuan Ipi cho qua Irinh phan phdi, I hang boa ludn dupe edng ty giao tdi khach hing trong thdi gian ngin nhat, quy md eiia hing dupe dim bio tnmg biy dupe sd lupng bang hda theo yeu eiu eiia cdng ly, tuy nhien chua d i m b i o dupe khi nang du trii sin phim cua cic dai ly, cung cap diy du sd lupng khach hang yeu ciu.
1.4. Chinh sich xiic tien h6n hpp
Cong ty ciing khi ehii trong vl cic van d l xue liln.
Hing nim, edng ty d i u d i u lu ngin sich eho cie hogt ddng quing eio, khuyen mdi.
- Hoat ddng quing eao: hd trp bing quing cio cho eie cua hing, diy eung li eich quing eio thuang hieu eho edng ty mdt eieh hidu qui m i tidt kidm dupe chi phi. Giup dgi ly ban bang, Iam cho khach hang hii long d l bp tilp tyc mua sin phim ciia cdng ty. Day la hoai ddng m i edng ty rit tni hpng vi nd da dem Iai nhitng hidu qui nhit dinh, vi vgy edng ly ein tidp tye duy tn va phat huy tdt d l kich Ihich cic ciia hang. Cie hogt ddng phii duoc Ihuc hien nghidm tiic vi day li chia khda quylt dinh din sy thinh cdng hay thit bgi eiia mot doanh nghidp. Dd'i vdi cic eiig hang thi khuydn mai se Ihuc diy hp tich cyc bin sin phim ciia cdng ty, ddi vdi ngudi tidu diing thi bit eii ting pham nio din tay ho ddu ed tic ddng tich cue giiip ning eao hinh inh eiia cdng ty Irong tiim Ihiic nen edng ly da md nhOng dpi khuyin mai eho cac ciia hang.
- Hoat dpng khuyin mai: Trong thdi gian xae dinh, cita hing n i o cd doanh sd vuot q u i chi tieu m i cdng ty dua ra sd dupe thudng thdm bang tiln vio eudi dpt khuyin mai. Thudng them san pham trong Ihdi gian khuyin mai, don vi nao mua diing vdi chi tieu d l ra thi dupe thudng them san phim. Dua ra chuong trinh "
Mua cang nhieu thudng eing ldn"
2. Danh gia th,vc trang hoat ddng mari(eting - mix tai cdng ty cd phaii VNLight
2.1. Thanh hiu
Qua phan tich thue trang ve hoat ddng Marketing lai cdng ty CP VN Light, nhin chung edng ty da dupe kha nhilu ngudi trong gidi thi cdng va xay dyng biet d i n nhu li mpt cdng ty cung eip Ihidt bi dng eip thoat nude ding tin cay, ed kinh nghidm, am hilu thi trudng, ed van hda Viet. Nhan vidn ed hinh dd, phdng Marketing dupe td chiie bai ban Kinh doanh eic sin pham ed ehil lupng d i dupe khing dinh vi nhilu ngudi bill din. Ap dyng eie ehinh sich gii phii hop giiip edng ty canh tranh tdt hon tien thi trudng, gii ci m i cdng ty dua ra ludn thap ban hoac bing vdi ddi thO canh tranh vi thi ludn duoe ngudi tidu dting chap nhin. Kdnh phin phdi tuong ddi dan gian, vide diiu bang phu hpp vdi didu kidn edng ly. Thi tiudng rdng Idn thi vide dug san phim d i n lay ngudi tieu dimg kha thuin loi, khi nang tieu tiiy eung lang Idn.
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