VanLuong.blogspot.com WaveHonda

8/2/2019 VanLuong.blogspot.com WaveHonda

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K hoch Marketing dng sn phm Wave ca Honda

MC LCc.Nhc im ............................................................................................. 36

Nhm 3 Lp Marketing 50A


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I.PHN TCH TNH TRNG HIN TI

A.Phn tch ngnh

1.Phm vi, lnh vc kinh doanh

-Trong nhng nm gn y, vic thc hin chnh sch m ca v hi nhp vi

nn kinh t ca cc nc trong khu vc v trn th gii lm cho nn kinh t Vit

Nam pht trin v t c nhng thnh tu ng k. S pht trin ca nn kinh

t c nh hng trc tip tch cc n i sng ca ngi dn. i sng ca

nhn dn tng bc c ci thin v nng cao r rt. Cng nh nhng nhu cu t

nhin nh n, mc, th mt nhu cu khc khng th thiu c i vi con ngitrong cuc sng hin nay l phng tin i li hay cn gi l phng tin giao

thng. V p ng c nhu cu ca ngi dn th mt lot cc phng tin

giao thng c nghin cu, sn xut v a vo s dng nh : t, xe gn my,

xe p in, ... Nu nh Vit Nam khong mt hai thp nin trc y, chic xe

gn my mang tnh thiu s c v n vi t cch l mt sn phm tn k, mt ti

sn ln hn l mt phng tin giao thng th trong nhng nm gn y, chic xe

gn my tr nn ph bin hn v hu nh tr thnh phng tin giao thngchnh ca i a s ngi dn. Hin nay, c nhng gia nh c 1- 2 thm ch c n

3- 4 chic xe gn my trong nh.

-Nu nh trc y, xe gn my xut hin trn th trng Vit Nam ch qua

con ng nhp khu nguyn chic th nay c mt s doanh nghip sn xut v

lp rp xe gn my c vn u t nc ngoi ti Vit Nam. Mt s hng sn xut xe

gn my hng u trn th gii nh : Honda, Suzuki, Yamaha,... lin doanh vi

Vit Nam sn xut v cung cp xe my cho ngi tiu dng Vit Nam ngay trn

lnh th Vit Nam. Nh vy l s ra i ca cc lin doanh : Honda Vit Nam,

Suzuki Vit Nam, Yamaha Vit Nam,... p ng c s mong i ca ngi

tiu dng Vit Nam. Sn phm ca cc lin doanh ny rt a dng v phong ph.

-Ngnh cng nghip xe my c khong 45 doanh nghip tham gia th

trng, song ch c mt s doanh nghip c vn u t nc ngoi mi thc s tm

c ch ng vng chc trn th trng. Trong nm 2009 Honda chim 52%,

Nhm 3 Lp Marketing 50A2


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Yamaha l 18%, Suzuki 9%, SYM 9%... S cn li ch hot ng cm chng hoc

lm n manh mn. Qua c th thy c v tr thng ng ca HVN trn th

trng xe my Vit Nam.n v: triu xe

HONDA YAMAHA SUZUKI SYM KHC TNG th phn: %2005 1.8 0.49 0.33 0.24 0.56 3.422006 1.6 0.5 0.4 0.3 0.34 3.142007 1.1 0.76 0.37 0.33 0.21 2.772008 0.85 0.5 0.25 0.2 0.19 1.992009 1.43 0.52 0.32 0.25 0.23 2.75

Th phn nm 2009 % 52 18.91 11.64 9.09 8.36 100Tng So vi nm 2008 0.58 0.02 0.07 0.05 0.04 0.76

Tng trng nm 2009 % 168.24 104 128 125 121.1xp th 1 2 3 4 5

NmHng xe

Th phn xe my nm 2009

(Ngun: Honda Vit Nam)

2.Lch s ngnh

a.Li th cng ngh

-HVN l cng ty con ca Honda Nht Bn, c tha hng nn tng ca

mt hng sn xut xe my ln nht th gii, cng vi nhng pht minh sng ch i

tin phong trong lnh vc ny. Bn cnh c Honda , Honda Thi Lan, Honda

Trung Quc cng l nhng lin doanh Honda rt mnh. V th, mt mt, Honda

Vit Nam c tha hng nhng chuyn giao cng ngh t cng ty m, mt khc



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c ngun cung cp linh kin t cc lin doanh gip Honda Vit Nam c th lp rp

nhng sn phm m vi quy m v trnh trong nc cha th thc hin c.

-Bn cnh nhng my mc lp rp, sn xut hin i, Honda Vit Nam vi li

th v ngun vn u t ln (hn 350 triu USD) u t hng triu USD u

t cc loi my x l rc thi, kh thi v sn xut ra cc phm cht lng cao, thn

thin vi mi trng.

b. Xu hng pht trin

-Xu hng ni a ha: Vit Nam hon ton c kh nng sn xut c xe

my c t l ni a ha 100%, cht lng m bo, gi thnh ph hp. Wave l

dng xe c mc gi kh r, thit k n gin v t l ni a ha trong dng sn

phm xe wave l kh cao. V cn c xu hng tng ln. Mt mt m bo chi ph

sn xut xe khng b i ln qu cao, dn n gi c tng ln. Mt khc tn dng

c tim nng v nguyn vt liu trong nc, khng b l thuc vo cng ty m v

cc lin doanh nc ngoi khc.

- Xu hng ci tin sn phm: wave l mt dng sn phm ch khng phi ch

mt sn phm xe. V th, nhng sn phm ra i sau u vit hn sn phm ra itrc. ng thi cng cp nht c nhng tin b cng ngh cng nh nhng thay

i v kiu dng, thm m, cht lng ph hp hn vi khch hng.

3. Xu hng tiu dng ca khch hng trong ngnh.

a. ng cu

-Theo tng cc thng k, trong na u nm nay, GDP Vit Nam tng

trng 7,87% thu nhp bnh qun/ngi nm 2009 t 1083 USD. Trong khi ,

theo b lao ng thng binh v x hi cho bit, khong cch thu nhp ca cc

nhm lao ng ang ngy cng c s chnh lch r nt. iu ny dn n cu v

sn phm xe my cng phn cc gia mt bn l xe s c gi c va phi hp l v

bn kia l xe ga cao cp dnh cho nhng ngi c thu nhp khng.

b. Ngn sch tiu dng ca mi khc hng

-Trong bi cnh nn kinh t pht trin, thu nhp tng dn ti vic ngi

dn dnh nhiu hn ngn qu dnh cho vic mua sm, p ng nh cu i li ca



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bn thn cng nh khng nh nhiu hn ci ti c nhn trong hot ng chi tiu,

mua sm. Theo s liu ca tng cc thng k, chi tiu cho i sng ca ngui dn

Vit Nam giai on 2006- 2010 tng 10, 57% trong khu vc thnh th l 10%

cn khu vc nng thn l 11,25%.

c.Tim nng pht trin.

-Trong bi cnh kh quan ca nn kinh t, thu nhp tng ln cng vi xu

hng ngi dn dnh nhiu hn phn thu nhp ca mnh cho chi tiu , mua sm.

ng thi, xu hng thit yu v nhu cu c phng tin i li, phng tin th

hin c tnh, thu nhp v a v x hi dn ti vic tim nng pht trin ca th

trng xe my l rt ln. Trong nm 2009, khi m nn kinh t va mi hi sinh sau

khng hong, ngnh cng nghip xe my tng trng 9% v bn thn Honda

Vit Nam tng trng ti 18%, ng gp vo s tng trng cao ca Honda Vit

Nam khng th khng nhc ti dng sn phm Wave khi m n nh rt trng

vo on th trng c thu nhp tm trung v tm thp ca Vit Nam.

4. Cc c th ca ngnh.

a.M hnh phn phi hin ti trong ngnh.-Vi a s khch hng Vit Nam th xe my vn l mt ti sn ln, c gi tr.

V th, n khng th bun bn trn lan trn th trng c. M hnh phn phi ch

yu ca ngnh vn l l phn phi xung cc i l, cc Head ri sau , cc Head

ny s phn phi sn phm ti tay khch hng ng thi s kt hp vi hng bo

hnh, bo dng v chm sc khch hng m bo cho khc hng c c nim

tin vo sn phm v nhn hiu.

b.Cc iu lut iu chnh hot ng ca ngnh.

-Sn xut v lp rp xe my cng chu nhng rng buc v mt php l l

thu nhp khu v t l ni a ha. Trong bi cnh nh nc ang khuyn khch

cc ngnh cng nghip tng t l ni a ha th nhng sn phm nh xe my c t

l ni a ha cao s c nhng u i nht nh ca lut php v thu cng nh

phn phi. Ngc li, nhng sn phm nhp khu v c t l nhp khu cc linh

kin, ph tng cao s phi chu nhng khon thu ln v ko theo l gi ca



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chic xe s tng ln.

-Wave l dng sn phm c nh gi thp, v th yu cu v t l ni a

ha trong qu trnh sn xut l rt quan trng.

c.Cc hot ng truyn thng-xc tin in hnh trong ngnh.

-Do li th v quy m vn rt ln, chng trnh truyn thng, xc tin bn

ca ngnh xe my c tin hnh mnh m v a dng di rt nhiu hnh thc

nh: Qung co trn truyn hnh, bo , i, tp ch, ti tr cho chng trnh li xe an

ton, ti tr cho cc chng trnh ca nhc, ti tr cho i tuyn bng Vit Nam...

d.Cc c th a l hot ng ca ngnh.

-Ngnh cng nghip sn xut v lp rp xe my l ngnh c quy m ton cu.

Nhng thit b, linh kin ca ngnh khng nht thit phi c sn xut hon ton

trong nc m c th nhp khu t nc ngoi. ng thi p ng c nhng

yu cu ngt ngho v cht lng theo tiu chun ISO 9001 v qun tr cht lng

th i hi HVN phi c nhng my mc chun dng, hin i c th p ng v

m bo c cht lng sn phm. Nhng linh kin, thit b phc ti c th phi

nhp khu t cng ty m hay nhng lin doanh mnh hn c kh nng sn xut.B.Phn tch hin trng cng ty.

1.Lch s pht trin Honda Vit Nam.

-C mt ti Vit Nam t thng 3 nm 1996, v xut xng chic xe u tin

( Super Dream ) vo thng 12 nm 1997, k t , Honda Vit Nam khng

ngng ln mnh v tr thnh doanh nghip dn u trong ngnh cng nghip ch

to xe my ti Vit Nam. Cc sn phm ca Honda Vit Nam c nh gi c tnh

an ton cao, bn b, tit kim nhin liu, ph hp vi cc iu kin giao thng ti

Vit Nam v c khch hng yu mn.

-Trong nm 2009, Honda Vit Nam tiu th 1,43 triu chic, tng 18% so

vi nm 2008, chim 52% trong tng s lng xe my tiu th trn ton th trng

Vit Nam (2,75 triu chic). y tht l con s ng t ho khi m th trng xe

my Vit Nam ang l ni cnh tranh gay gt gia cc hng xe my Honda,

Yamaha, Suzuki, Piaggio,



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0

0.5

1

1.5

2

2005 2006 2007 2008 2009

S xe bn ra qua cc nm ca HONDA

S xe bn ra qua cc nm ca HONDA

(ngun Honda Vit Nam )

Cc nh my hin ti ca Honda Vit Nam

-Nh my xe my th nht : Thng 3 nm 1998, Honda Vit Nam khnh

thnh nh my th nht. c nh gi l mt trong nhng nh my ch to xe my

hin i nht trong khu vc ng Nam , nh my ca Honda Vit Nam l minh

chng cho nh u t nghim tc v lu di ca Honda ta th trng Vit Nam.

+Thnh lp: Nm 1998

+Tr s: Phc Thng, Phc Yn, Vnh Phc

+Vn u t: USD 290,427,084

+Lao ng: 3.560 ngi

+Cng sut: 1 triu xe/nm

+Cng ty Honda Vit Nam (HVN) l cng ty lin doanh gm 03 i tc:

Cng ty Honda Motor (Nht Bn 42%)

Cng ty Asian Honda Motor (Thi Lan 28%)

Tng Cng ty My ng Lc v My Nng Nghip Vit Nam 30%)

-Nh my xe my th hai: Nhm p ng nhu cu ngy cng gia tng ca

khch hng Vit Nam, Honda Vit Nam quyt nh u t m rng sn xut, nng

cao sn lng ti th trng Vit Nam. Thng 8 nm 2008, nh my xe my th hai

chuyn sn xut xe tay ga v xe s cao cp vi cng sut 500,000 xe/nm c

khnh thnh ti Vit Nam. iu c bit ca nh my xe my th 2 chnh l yu



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t thn thin vi mi trng v con ngi. Theo , nh my ny c xy dng

da trn s kt hp hi ha v hp l nht cc ngun nng lng t nhin l: Gi,

nh sng v Nc.

+Nm thnh lp: Nm 2008

+Tr s: Phc Thng, Phc Yn, Vnh Phc

+Vn u t: 65 triu USD

+Lao ng: 1.375 ngi

+Cng sut: 500.000 xe/nm

Tnh n thi im hin ti, tng cng sut sn xut ca c 2 nh my xe my

l 1,5 triu xe/nm, a Honda Vit Nam tr thnh mt trong nhng nh my sn

xut xe my ln nht ti khu vc v trn ton th gii.

Theo i din HVN, th trng xe my Vit Nam ang pht trin rt mnh.

Nm 2009, ring th phn ca 4 lin doanh xe my ln t 2,26 triu chic, tng

khong 20% so vi nm 2008. ng thi, Vit Nam cng tr thnh th trng xe

my ln th 4 th gii sau Trung Quc, n v Indonesia.

V vy, HVN quyt nh m rng nng lc sn xut xe my vi trng tmpht trin cc dng xe tay ga nhm p ng nhu cu ngy cng tng ca th trng.

mt kha cnh khc, vic tng cng sut sn xut xe my cng s gip HVN gii

quyt c bi ton cung khng cu.

hon thnh k hoch ny, HVN quyt nh u t thm khong 70 triu

USD vo vic m rng nh my vi cng sut tng thm khong 500.000

chic/nm, nng tng cng sut ln 2 triu chic/nm. D kin, phn nh my m

rng s hon thnh v i vo hot ng t cui nm 2011.

2.V th ca Honda trong ngnh xe my.

-Tri qua 10 nm c mt ti Vit Nam, HVN lun phn u v hnh phc

v an ton ca ngi dn Vit Nam cng nh v s pht trin ca t nc Vit

Nam. V vy, HVN lun n lc p dng cc cng ngh v trang thit b tin tin

hin i trong sn xut, pht trin mng li cc nh cung cp ph tng trong nc

nhm nng cao t l ni a ho, tin hnh chuyn giao cng ngh, nghin cu, pht



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trin sn phm mi, tuyn dng lao ng a phng, o to nng cao tay ngh

cho i ng cn b cng nhn vin, tch cc ng gp cho Ngn sch Nh nc v.v.

-Dn u ngnh cng nghip xe my Vit Nam: Vi nhng n lc vt bc,

HVN lun dn u trong ngnh cng nghip ch to xe my. Sau 10 nm hot

ng, Cng ty u t gn 194 triu la M cho sn xut kinh doanh. c bit,

p li nhu cu ca khch hng Vit Nam, t nm 2005, HVN u t thm

khong 60 triu la trong vng 5 nm ti cho d n xy dng nh my sn xut

t Honda ti Vit Nam. Cng vi qu trnh pht trin v trng thnh, HVN t ho

c gp phn ng gp cho Ngn sch nh nc vi tng tr gi ln ti gn 330

triu la M, l mt trong nhng doanh nghip dn u ti tnh Vnh Phc trong

nhng nm gn y.

-Sn phm xe my c khch hng yu mn nht: Lun theo ui mc tiu

cung cp cc sn phm v dch v vt trn c s mong i ca khch hng,

HVN lun n lc nghin cu, pht trin v cho ra i hng lot cc sn phm

mang li nhng gi tr mi cho cc khch hng ca chng ti, nh Super Dream(1998), Future (1999), Wave Alpha (2002), Future II & Wave ZX (2004), Wave

RS, Future Neo v Wave Alpha mi (2005) v.v. Vi cht lng Honda ton cu,

tnh an ton cao, c bit thch hp vi cc iu kin ng s Vit Nam cng vi

cc dch v sau bn hng chu o, cc sn phm ca HVN chim chn cm tnh

ca khch hng Vit Nam. n nay, c hn 2,5 triu sn phm ca HVN c

khch hng trn c nc yu chung s dng. Sn phm v dch v sau bn hng

ca HVN lun c ngi tiu dng bnh chn Hng Vit Nam cht lng cao

trong 9 nm qua v c B K hoch u t v Bo Thi bo kinh t Vit Nam

trao tng Gii thng Rng Vng trong 5 nm lin tip.

-Tin phong trong xut khu: Khng ch c khch hng Vit Nam tin dng,

sn phm xe my v ph tng xe my ca HVN cng rt c yu mn cc nc

trong khu vc, nh Malaysia, Indonesia, Philippines, Lo, Cambodia v.v. n nay,

HVN xut khu c hn 163.000 xe my cng vi ng c v ph tng xe



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my, t kim ngch xut khu hn 96 triu la M. HVN tr thnh doanh

nghip tin phong trong vic xut khu xe my v ph tng xe my Vit Nam (bt

u xut khu ngay t thng 5/2002) v lun dn u v c s lng v kim ngch.

HVN t ho gp phn nng cao v th sn phm made-in-Vit Nam trn th

trng quc t.

-Ch trng trong pht trin ngun nhn lc: Cng vi m rng pht trin sn

xut, Cng ty cng ng gp khng nh trong vic to vic lm cho lao ng a

phng. Hin nay, lc lng lao ng trong Cng ty ln ti 3.000 ngi v s

lng lao ng trong h thng cc nh cung cp ph tng, vn tI v mng li cc

ca hng bn xe v dch v do Honda u nhim (HEAD) ln ti hn 32.000

ngi. Cng ty c bit ch trng ti o to pht trin ngun nhn lc vi cc

kho hc thng xuyn trong cng ty v cc kho o to nc ngoi. n nay,

c gn 300 nhn vin HVN tham d cc kho o to nng cao kin thc v tay

ngh nhiu nc, nh Nht Bn, ThI Lan, Malaysia, Indonesia v.v.

-i u trong cc hot ng An ton giao thng: Lun n lc ht mnh v s

an ton ca ngi i xe ni ring v ca cng ng ni chung, trong sut 15 nmqua, HVN dnh s quan tm c bit cho cc hot ng tuyn truyn An ton

giao thng (ATGT) v hng dn li xe an ton (LXAT). ng thi, Cng ty cng

phi hp vi cc ca hng HEAD t chc cc cuc thi LXAT mang tn Ti yu

Vit Nam ti cc tnh thnh trn c nc. Nhng n lc ca HVN trong cc hot

ng ATGT nhn c s ng h to ln cng nh nh gi cao t cc c quan

chc nng, cc phng tin thng tin i chng, cng nh cng chng trong c

nc. HVN 2 ln vinh d c UBATGT quc gia trao tng bng khen v c

thnh tch to ln trong cng tc ATGT (2004 2005).

-i u trong cc hot ng ng gp x hi:Bn cnh , trong 10 nm qua,

HVN cng c bit ch trng ti cc hot ng x hi trong nhiu lnh vc, nh h

tr pht trin gio dc, vn ho, ngh thut, th thao v t thin vi tng ngn sch

ln ti gn 6 triu la M.

-Gio dc:Tng thit b o to tr gi 500.000USD cho 50 trng dy ngh



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trn ton quc (1996 1998), cp hc bng tr gi 200.000USD cho 4 sinh vin

xut sc sang tu nghip ti Nht Bn (1999 2000), tng r bt hn tr gi

60.000USD cho trng HBK H Ni (2003), thnh lp qu hc bng Vnh Phc

thng nin vi ngn sch 200 triu ng/nm (2005), tng hc bng cho 154 hc

sinh, sinh vin xut sc (2004 2005), ti tr cuc thi Tr tu Vit Nam (2004),

-Vn ho & Th thao: Ti tr cc chng trnh ca nhc c bit gy ting vang

ln ca i truyn hnh Vit Nam (nh Con ng m nhc), mang ting ht ca

cc ngi sao tr n vi cc bn sinh vin hay ti tr cuc thi tm kim ti nng thit

k thi trang tr v cc chng trnh thi trang khc, gp phn pht trin ngnh thi

trang Vit Nam v bin c m sng to ca cc bn tr thnh hin thc. c bit,

trong nm 2005, Cng ty ti tr Cp bng quc t mang tn Cp Honda nhm

to iu kin cho cc cu th Vit Nam c c hi c xt nng cao chuyn mn.

-T thin: Trao tng 50 xe Super Dream cho Hi ch thp Vit Nam

(1998), tng 2 t ng cho ng bo gp thin tai bo lt, tng 300 triu ng cho

Qu Bo tr tr em Vit Nam, ng h Vin Nhi Trung ng 160 triu ng gip

tr em lc mu ghp tng v.v.-Vi nhng ng gp tch cc trong sn xut kinh doanh v v cng ng,

HVN vinh d c Ch tch nc CHXHCN Vit Nam trao tng Hun chng

lao ng hng Ba v L k nim 10 nm thnh lp cng l ct mc quan trng ghi

du HVN vinh d c nhn bng khen ca Th tng Chnh ph do ng gp

tch cc nng cao nhn thc v ATGT cho nhn dn. Bn cnh , Cng ty cng

c trao tng cc bng khen t B Cng nghip, B K hoch & u t, B

Thng mi, Qu Bo tr tr em Vit Nam. Vi nhng s ng vin to ln ,

HVN s tip tc pht trin vng mnh v ng gp nhiu hn na cho s pht trin

ca t nc Vit Nam v Qu hot ng x hi Honda vi ngn sch 10 triu la

trong 5 nm ti l mt trong nhng cam kt ca HVN tip tc n lc v s pht trin

ca cng ng.

3.Nng lc pht trin ca cng ty.



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a.Thun li.

-Thng hiu c khng nh lu nm nn c nhiu ngi bit n -

Ci tn HONDA t lu i vo tim thc ca mi ngi dn Vit n ni i vi

mt s ngi nhc n xe my l ngi ta ch ngh n HONDA

-Vn u t ln, ring 2 nh my sn xut u t hn 350 triu USD, vi

i ng cng nhn c k thut lnh ngh, cc k s c o to nc ngoi thc

s l c s m bo cht lng ca tng sn phm sn xut ra

-B my qun tr cht ch, thng nht, t tng gim c n gim c,

phng ban, t sn xut, cht lng xe Honda lun c kim tra st sao, cht ch

trc khi xut xng v bn tn tay ti ngi tiu dng, t tiu chun qun l cht

lng ISO 9002

-Cng ngh : lun ch trng nghin cu v pht trin cc cng ngh mi, v

c s gip cng ngh t Honda Nht bn, Honda Thi Lan; Honda Vit Nam

lun i u trong cc cng ngh mi dnh cho xe my nh :

+Cng ngh phun xng in t :

m bo tnh nng vn hnh n nh, linh hot v mnh mTit kim nhin liu

Kh thi sch hn

Ngoi ra, PGM-FI cn mang n cho ngi tiu dng nhiu li ch khc nh :

kh nng khi ng n nh ca PGM-FI trong iu kin thi tit lnh. Tnh nng

vn hnh v m ca ng c c ci thin ng k v tc cm chng cng

lun c duy tr mc n nh cao. C th tri nghim c kh nng tng tc

tc th v m i ca PGM FI ngay mi khi tng ga

+ H thng lm mt bng dung dch vi b tn nhit tch hp

- xy dng c mng li phn phi, bo hnh, sa cha, bo dng

cho tt c cc loi xe my ca Honda trn ton quc, chnh iu ny khin

Honda lun c bit n bt c ni u



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b.Kh khn.

-L doanh nghip dn u nn lun phi chu s tn cng mnh m ca cc

doanh nghip cnh tranh, v d nh Yamaha, SYM, Piaggio, Suzuki, cc lp rp xe

my ti Vit Nam, xe my Trung Quc nhp khu

-Gi bn chnh lch nhiu gia gi nim yt v gi i l, gy nn s mt

lng tin ni khch hng

C.phn tch hin trng ca sn phm

1.Sn phm

a.Lch s pht trin sn phm.

-Dng xe Wave l dng xe thay i nhiu mu m nht, nhm hng vo gii

tr. Nm 2001 Honda ln u tin gii thiu mu xe wave vi th trng Vit Nam.

Sau cng ty khng ngng nghin cu, phn tch nhng c im ring ca ngi

Vit c nhng iu chnh kiu dng ca xe Wave ph hp vi ngi Vit Nam

hn. Gn 15 nm dng xe Wave c mt ti th trng Vit Nam, Honda iu

chnh v gii thiu nhiu sn phm Wave n ngi dn Vit Nam. Vi nhng c

im nh: ph hp vi vc dng ngi Vit, tit kim nhin liu, xe vn hnh mtrn mi a hnh dng xe ny thc s tr thnh Ngi bn ng ca ngi

dn Vit Nam.

-Qu trnh pht trin

+Thng 2 nm 2002, ra mt chic xe wave u tin

+Thng 4 nm 2004, Wave ZX ra i

+Thng 11 nm 2005, Wave RS xut hin

+Thng 6 nm 2006, ra mt xe Wave RSV

+Thng 10 nm 2006, gii thiu chic xe Wave 100S u tin nhn k nim

10 nm thnh lp

+Thng 5 nm 2007, Wave S ra i

+Thng 4 nm 2008, Ra mt xe Wave RSX & Wave RSV mnh m, th thao

+Thng 7 nm 2008, Wave phin bn mi ra i

+Thng 5 nm 2009, ra mt xe wave RS110 v wave S110



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+Chin lc : tip tc ci tin c tnh v cht lng sn phm, a ra nhiu

s la chn hn cho khch hng vi nhng mu m mi, c tnh mi : Wave S,

Wave RS, Wave S100,

+Tn cng cc on th trng mi, y l dnh cho nhng ngi cho thu

nhp trung bnh vi nhng chic xe Wave mnh m hn, kiu dng p hn : Wave

RSX, Wave RSV. Tn cng th trng dnh cho nhng ngi thu nhp kh vi

Wave Fiat - cnh tranh trc tip vi Lexam ca Yamaha (u l xe s t ng)

+Gim v tin ti ngng sn xut xe Wave c khng cn c a chung

+ M rng nhiu hn cc i l, knh phn phi, khp c nc, u t nhiu

hn vo truyn thng, qung co, c bit l chng trnh Ti yu Vit Nam

khin cho thng Honda ni chung v dng xe Wave ni ring ngy cng c

nhiu ngi bit n v yu thch

+Pht trin cc mng li i l chm sc khch hng nhiu ni vi cc

hot ng : bo dng, kim tra, sa cha xe,

-Giai on bo ha:

+i vi dng xe Wave, by gi mi ch bc vo thi k bo ha th nht bo ha tng trng, bi vy Wave Honda vn ti Marketing sn phm vi vic

nng cao cht lng sn phm, ci tin cc sn phm (v nh thay tem Wave S, thay

vnh nan thnh vnh c) duy tr th phn.

+Tip tc ch trng vo cc dch v chm sc khch hng qua vic : tng qu

khi mu axe, cc dch v bo dng, kim tra xe nh k, hng dn v cc k nng

i xe, v an ton giao thng,

2.Vic bn sn phm

a.Cc c im khc bit vi cc dng xe khc.

-Vi cc dng xe khc ca Honda : Wave mang n s tr trung, nng ng

hn v kiu dng so vi Dream v Future, v ngoi ra, gi ca Wave cng rt r so

vi 2 sn phm trn (ban u Wave c gi gn 11tr, cn vi Dream l 20tr v

Future l 25tr)

-Vi dng xe khc trn th trng: khc bit v thng hiu, cc sn phm



16/55


ca Honda t lu c khng nh v cht lng qua s tin tng ca khch

hng s dng vi bn cao, tit kim nhin liu,

b.V tr trong suy ngh khch hng.

-Wave l dng sn phm gi r, cht lng cao t Honda, vi mc tiu phc

v khch hng c thu nhp thp

c.Vic bn sn phm.

-Wave c phn phi tt c cc i l trn ton quc, c u c i l

ca Honda, bn c th mua xe

-Wave c gi thnh r, nhng ko c sn xut t, to nn nhng cn st, c

nhng i l b chy hng, khch hng c khi phi i 1 2 tun mi c xe

-Cng do vic cung vt cu i vi Wave, mt s Head u c, tng gi

sn phm so vi gi nim yt ti 1 2tr ( ko ch vi Wave m cn mt s dng

nh Lead, AirBlade, vi chnh lch c th ti 5 7tr ). Chnh vic ny lm cho

uy tn ca Honda b st gim.

-B qua yu t k trnk t ln u tin ra mt nm 2001, doanh s ca Wave

t ti 3,6 triu chic tr thnh mu xe my bn chy nht trn th trng VitNam (tnh ti u nm 2009)

D.Phn tch hin trng th trng:

1.Xc nh phm vi th trng:

a.Xc nh cc on th trng:

Hin ti:

-Nu trc y chic xe my l mt phng tin giao thng m c ca

ngi dn, th n nay th trng ang ngy cng phn cp r rng vo bn

phn khc chnh:

+Phn khc th nht, chic xe my n thun l mt phng tin giao thng

thit yu trong sinh hot v kinh doanh, vi gi rt d chp nhn t 6-10 triu ng.

Phn khc ny thng hng vo i tng lao ng c thu nhp thp nhng li

cn phng tin i li hoc phc v cho cng vic v cuc sng mu sinh, i

tng vng nng thn. Sn phm trong khc th trng ny thng c cht lng



17/55


v bn, an ton thp. Tham gia vo phn khc ny l cc loi xe my lin

doanh ca Vit Nam vi Trung Quc hoc nhng chic xe c nhp khu t trc

tip t Trung Quc nh Longin, Sunfat, Lisohaca

+Phn khc th trng th hai, cng hng vo th trng bnh dn, dn c

vng nng thn, nhng ngi mi i lm hoc nhng ngi cha t ch v ti

chnh vi gi t 10 20 triu ng. Trong on th trng ny, ngi s dng

khng nhng tm kim li ch t sn phm l chic xe my khng ch l mt

phng tin giao thng, m cn l mt s hu mang tnh thi trang ca gii tr.

ng thi cn tm kim 1 sm phm c bn cao hn, an ton hn. Tham gia th

trng ny c Honda, Yamaha, Suzuki, SYM Vi nhng dng sn phm c

dnh ring cho on th trng ny nh Sirius, Taurus, Angel V dng sn phm

Wave chnh l dng sn phm m HVN tung ra th trng nhm vo khc th

trng ny, v ti thi im ny c th nhn nh, wave l dng sn phm thnh

cng nht on th trng ny vi doanh s p o cc hng khc.

+ Phn khc th trng th ba, hng vo th trng cao cp hn, nhng

ngi c thu nhp n kh cao, hay i tng tr tm kim phong cch cho ringmnh, c nhu cu khng nh bn thn, th hin c tnh v s sang trng. Vi gi t

20-50 triu ng. on th trng ny bao gm c xe s ln xe tay ga v tham gia

on th trng ny l Honda, Yamaha, SYM vi cc dng sn phm, cc nhn

hiu nh Attila, Future, Jupiter, Nouvo, Click, Airblade.

+ Phn khc th trng th t, th trng ny, ngi tiu dng sn sng b

ra nhng s tin cao gp nhiu ln so vi cng nng thng thng ca mt phng

tin i li c nhn. Nhng chic xe trong on th trng ny l nhng chic xe

sang trng, lch lm, th hin c tnh, ng cp, lch lm v phn no cng th

hin mt phn giai tng v a v x hi ca h. Nhng chic xe ny thng c gi

cao ngt ngng 50 triu ng. Tham gia vo th trng cao cp ny l cc i gia

nh Honda, Piaggio Vi cc sn phm Vespa, fly, Liberty PCX, PS, @, SH...

Tim nng:

- Trong tng lai gn, vi s pht trin khng ngng ca khoa hc k thut v

http://www.muabanxemay.com.vn/liberty-rst-en.htmlhttp://www.muabanxemay.com.vn/liberty-rst-en.html


18/55


s tng trng mnh m ca nn kinh t th th trng xe tay ga c nhiu trin vng

pht trin hn:

+Tp trung vo phn khc xe cao cp: phn khc ny thng hiu cng

mnh cng quan trng, quan tm hng u ca khch hng l thng hiu, kiu

dng v tin ch.

+Phn khc xe theo gii tnh v tp trung vo phn khc xe ginh ring cho

gii tr.

+Cng do tc tng trng mnh ca xe tay ga(27, 28% nm 2009) nn tc

tng trng ca xe s chm li ch cn 5-10% (2009) v gn nh khng cn ch,

v vy m phn khc theo gi thp cng l xu hng trong thi gian ti ca cc

hng xe my ti Vit Nam.

b. Phn tch nhu cu th trng:

Nhu cu ca ngi dn cn c chic xe phc v cng vic i li ngy cng tr

ln thit yu. Theo cc chuyn gia nc ngoi Vit Nam cng n tc giao thng

th lng tiu th xe my cng tng vt. Tuy cc hng ua nhau chim lnh th

phn nhng lng bn ra ca cc doanh nghip sn xut xe my ti Vit Nam vdoanh nghip nhp khu cng li hin ch p ng c khong 80-90% nhu cu

ca th trng.

Theo d bo ca IPSI, n nm 2020 ti hai thnh ph ln l H Ni v

Thnh ph H Ch Minh, t l xe my trn tng s cc phng tin giao thng

chim t 30% n 35%. c bit, nhu cu v xe my ti cc vng nng thn Vit

Nam s tng mnh do i sng ngi dn ngy cng c nng cao.

Hin nay, c nc c khong 20 triu xe my ang lu hnh vi sn lng bn

ra gn 2 triu xe/nm v tng trng bnh qun 2%/nm. Tuy nhin, mt s dng

xe my khng ng u cc khu vc. Ti H Ni v thnh ph H Ch Minh t

bnh qun 2 ngi/xe my; cc tnh Nng, Bnh Dng, ng Nai, Qung Tr,

B Ra-Vng Tu, Khnh Ho mi t t l 4 ngi/xe my; cc tnh thnh khc ch

t khong 6 ngi/xe my.

+Xe tay ga: Kt qu kinh doanh xe my nm 2009, Yamaha t 600.000 xe



19/55


so vi mc 450.000 xe nm 2008; Honda cng cn ch 1,4 triu xe so vi 1,2 triu

xe nm 2008. Nhn chung, nm qua, cc hng u c sn lng xe my tng trng

khong 20% so vi nm 2009, mc cho kinh t xung thp. ng gp chnh cho s

tng trng ny, theo cc hng, l t xe tay ga.Tuy nhin, thc t trong thi gian

qua, vic thiu ngun cung mt s sn phm xe tay ga dn n s khan him

hng, cui cng l y gi xe tay ga ln cao. Chng hn, Yamaha tha nhn, Cng

ty hin ch p ng c 80% nhu cu xe my ti th trng Vit Nam. Hay xe

Lead v Airblate ca Honda lun trong tnh trng khan him.

+Xe s :a phn ngi dn c nhu cu i li m thu nhp trung bnh th u

c mua cho mnh chic con xe s. Tc tng trng ca xe s trong nm 2009 ch

t t 5-10% nhng do c nhiu mc gi ph hp vi ti tin ca a s ngi dn

nn vn c la chn nhiu.

c. Cc c tnh ca th trng:

a l:

-Th trng bao ph ton b lnh th Vit Nam t thnh th ti nng thn vi

h thng cc i l ca cc hng trn ton quc.-Kh hu: nhit i nng m, iu kin thi tit khc nhit, nng nng v bi bm.

-ng s: nh hp, mt phng tin giao thng cao cha p ng nhu

cu dn ti tnh trng n tc thng xuyn ko di.

Nhn khu hc:

-Do xe my l phng tin i li ph bin nn i tng l tt c nhng ngi

iu kin i xe my v ty vo vic h mua loi xe no m i hi thu nhp khc

nhau, khng quan trng gii tnh,hc vn hay tn gio.

Tm l hc:

-Tng lp x hi: t trung lu tr ln.

-Nhn cch v li sng: a dng phong ph: ngi thch th hin a v x hi,

giu c thch xe ga sang trng nh SH, Airblate ngi tr,nng ng thch Wave

RSX, Jupiter..



20/55


Hnh vi:

-L do mua hng: nhu cu i li, phc v cng vic

-Li ch tm kim: tin nghi, tit kim nhin liu, gi c hp l, dch v sau

bn hp dn

-Tnh trng s dng: bt u i xe my hoc i xe.

-Mc trung thnh: kh cao, a phn c nim tin, u thch mt thng hiu

c th.

-Mc sn sng: kh cao vi qu trnh tm hiu, thu thp thng tin k trc

khi ra quyt nh mua.

2. Xc nh khch hng mc tiu:

a. Qu kh, hin ti v tng lai:

-Qu kh: Nhng ngi c thu nhp kh khi chic xe my c xem l ti

sn c gi tr ln trong gia nh.

-Hin ti: Khch hng l mi i tng c thu nhp va phi, i tng tr

tui ti i tng c thu nhp kh tr ln.

-Tng lai: Ph y v dy th trng xe my Vit Nam.b. Cc c tnh ca khch hng:

-Nhng c im chung ca cc khch hng : ti a ha li ch cho mnh,

mua xe cc i l chnh hng.

-Nhng c th ring c ca khch hng mc tiu ca cng ty Honda:

+C nim tin v u thch thng hiu Honda.

+Trung thnh vi doanh nghip.

+ Mc thu nhp va phi vi cc dng xe s.

+Mc thu nhp cao vi cc dng xe tay ga.

c. Khch hng u thch v cng ty v sn phm:

-Cht lng m bo tt: bn, ng c,s an ton, tit kim nhin liu v

thn thin vi mi trng.

-Sn phm hin i: tr trung, a dng v kiu dng, thng xuyn ci tin,

nng cao tnh nng sn phm.



21/55


-Tit kim nhin liu, dch v sau bn tt.

-Ph tng xe d tm, d sa cha.

d. Nhng phn nn ca khch hng mc tiu:

-Gi cc head cao hn so vi gi nim yt trn webside v cng c s chnh

lch gi gia cc Head gy ra bc xc cho ngi tiu dng, c bit l xe Lead v

xe Airblate.

3.Cch thc s dng cc phng tin truyn thng ca khch hng:

Qua bo ch, internet, cc din n hay cc chng trnh do Honda t chc.

E. Phn tch i th cnh tranh:

1.i th cnh tranh thch thc: Yamaha motor Vit Nam.

- Vo th trng Vit Nam sau HVN ch 1 nm, vi li th v quy m v vn

u t ln, Yamaha khng cam chu bng lng vi v tr hin ti, lun cnh tranh

quyt lit v ginh git th phn ca HVN.

-Vit Nam l mt trong nhng nc c t l s dng xe my cao nht trn

th gii. Do , y thc s l th trng ln, y sc hp dn i vi cc hng

xe.V ng nhin i km theo , tnh cnh tranh l rt khc lit trn tng phnon th trng.

-Tuy l k n sau nhng Yamaha chim c v tr tng i vng chc

trong th trng xe my Vit Nam. Sn phm ca hng c nhiu ngi a thch -

c bit l gii tr. Yamaha tung ra th trng vi nhiu loi xe t xe s, xe phanh

a, xe ga vi kiu dng mu sc rt tr trung v a dng. Cc kiu xe ga ca

Yamaha nh Mio Amore, Mio Maximo, Mio Classical ...u c thit k nh gn,

sang trng, gi c va phi, dao ng t 16 18 triu ng, n rt ph hp vi ph

n Vit Nam, c bit l i vi cc bn n. Vi nhng chic xe ga ny cc bn gi

va c th th hin c tnh, s nng ng ca mnh nhng li va mang n nt du

dng, nh nhng, quyn r vn c ca n gii. V th ngay t khi ra i n c

s ng h ng o ca kh nhiu n gii. Bn cnh xe ga dnh cho n gii,

Yamaha cng kh thnh cng cho vic thit k xe ga dnh cho nam gii chnh

l Nouvo. Xe c thit k vi phn u v thn xe th hin s mnh m ca nam



22/55


gii, nh nhng lt ga nhng vn th hin s dng mnh ca mnh. Ngoi ra

th Yamaha cng cung cp trn th trng cc xe thuc dng xe s nh Jupiter,

Sirius . Cc loi xe ny hin ang rt c a chung trn th trng - c

bit l gii tr.

-Theo s liu ca on cng tc lin ngnh kho st hot ng ca cc doanh

nghip xe my c vn u t nc ngoi ng trn bo u t ta thy: Cng ty

Yamaha Motor Vit Nam tiu th c khong hn 25.000 xe. y l mt con

s cng khng phi l nh i vi mt doanh nghip mi gia nhp vo sau.Nm

2009, Yamaha chim 18% th phn th trng xe my ti Vit Nam.

-Mc d khng th cnh tranh vi Honda (Honda Vit Nam) v cht lng:

bn.., tit kim nhin liu nhng yamaha li c li th hn Honda Vit Nam v

chng loi. Chng loi ca hng ny rt phong ph v a dng, rt hp thi trang.

-Yamaha Motor Vit Nam cn c chin lc qung co, tip th rng ri, c

hnh thc mua tr gp vi li sut hp l nhm thu ht khch hng; ti tr 3 nm

lin tip cho gii bng thiu nhi, nhi ng ton quc t nm 2007-2009 vi khu

hiu V tng lai bng Vit Nam; ng hnh cng vi chin dch xanh; thamgia hi trr vi chng trnh trin lm More Yamaha nm 2010 Bun M

Thut; s dng h thng i l v chm sc khch hng rt tt bao gm Yamaha

Town , i l 3S, i l 2S .

-Nhng sn phm ca cc hng ny thng c gii tr a chung bi Bn

thnh lp mt trung tm ti Bng Cc (Thi Lan) vi chc nng nghin cu pht

trin cc loi xe my bn trn th trng Chu v Vit Nam (ng thi ny

xut pht t thc t, trn th trng Chu ang din ra s cnh tranh gay gt

khng ch v cht lng gi c m c v kiu dng ca xe)

-Nh vy, sau mt thi gian hot ng Yamaha Motor Vit Nam tm thy

th mnh ca mnh v ang tng bc khng nh sc mnh trn th trng xe

my Vit Nam.

-Sn phm cnh tranh trc tip vi dng xe wave l sirius v taurus, lexam

trn phn khc xe s theo thu nhp.



23/55


24/55


+Nm 2004 bn c 139.134 xe

+Nm 2005 bn c 52.433 xe.

Nm 2009, SYM chim 9% th phn th trng xe my Vit Nam.

-SYM s dng knh phn phi qua cc i l trn ton quc, khuyn mi tng

m bo him cho khch hng v t chc s kin 10 nm thnh lp SYM. Vi cht

lng v uy tn cng nh s tm ti, ci tin khng ngng vi nhng sn phm mu

m p, cht lng cao, SYM Vit Nam v ang tr thnh mt trong nhng

nhn hiu c ngi tiu dng Vit Nam a chung v tin tng.

- Trn phn khc theo thu nhp ca dng xe s th cc dng xe angel l i th

trc tip ca wave.

Suzuki

-Suzuki l mt hng xe ln ca Nht Bn. Nm 1996 cng ty Vit Nam

Suzuki i vo hot ng. Thng 9/1996: Vit Nam Suzuki sn xut xe GN 125,

loi xe Suzuki u tin ti Vit Nam. Thng 10/1996: cng ty cho ra i Viva

CD, mu xe Viva u tin ra mt ti Vit Nam, xy dng nn mt hnh nh thi

trang cho xe my.-Ngoi vic ci tin nhng sn phm hin c, Vit Nam Suzuki cn a ra th

trng cc kiu xe mi nh Shogun R125 (gi 23,5 VND/xe), Viva 110 thng v

phanh a, Smash 110 (gi: 15,7 VND/xe)., Revo 110cc, x-Bike

-Sn lng xe my ca Vit Nam Suzuki t nm 1996 n nm 2002 nh sau:

+Nm 1996: 2.040 chic (4 thng hot ng)

+Nm 1997: 12.253 chic

+ Nm 1998: 25.015 chic

+Nm 1999: 21.775 chic

+ Nm 2000: 23.964 chic

+Nm 2001: 28.241 chic

+Nm 2002: 42.797 chic

-Vi khu hiu xe my Suzuki Ride the winds of change, Suzuki chp nhn

thch thc trong vic ci tin cng ngh nhm em li nhng sn phm xe my tinh



25/55


t em li cm xc hon ton mi cho ngi s dng, h thi lung gi mi

cho cuc sng v c ngi tiu dng Vit Nam chp nhn. Suzuki vi h

thng i l c mt rng khp c nc (trong c hn 16 i l v trung tm bo

hnh ti H Ni) nhm phc v khch hng mt cch chu o v thun tin. H

thng ny l s kt hp hiu qu ca cc ca hng Suzuki 3S m nhim tt c cc

dch v lin quan, l bn hng (sales), dch v hu mi (after sales services) v

cung cp ph tng Suzuki chnh hiu (Spare parts). Tt c, t cu trc tng th cho

n tng chi tit, vt dng nh, kt hp to nn mt hnh nh nht qun, hi ho,

ysng to cho tt c cc ca hng Suzuki trn ton quc. Cc chin dch hu mi

vi tn gi Suzuki chm sc khch hng c t chc hng nm h tr nhng

dch v hu mi cng thm th hin s quan tm khch hng ngay c sau khi

bn. Dch v cng nh cc iu l bo hnh ca Suzuki c hng dn cho khch

hng ngay sau khi bn. Suzuki cn khuyn tng balo ng laptop, tng o gi cao

cp khi khch hng mua cc dng xe Revo 110c,hayate.. v l nh ti tr chnh cho

gii bng v ch ng Nam 2008.

-Chnh nh s n lc khng ngng nn th trng tiu th ca Vit NamSuzuki ngy cng c m rng trn th trng xe my Vit Nam. Ngi tiu dng

Vit Nam dn chp nhn v ng h cc sn phm ca cng ty.

-Trn phn khc th trng xe s theo thu nhp th dng xe Revo 110cc l i

th cnh tranh vi dng xe Wave ca Honda.

Piaggio:

-Vo kh mun so vi cc hng trn nhng hng xe ny tp trung vo phn

khc th trng xe tay ga cao cp vi cc dng xe kiu dng p, sang trng mang

v p Italia nhanh chng chnh lnh th phn th trng xe tay ga ni ring, th

phn xe my ni chung, l i th thch thc ca Honda trn phn khc ny.

- Bn cnh cc hng xe trn cn cc dng xe sunfat ca Trung Quc tuy

khng c thng hiu trn th trng cng nh cht lng cn phi xem xt nhng

gi c li r c th cnh tranh trn phn khc xe s theo thu nhp v nhiu khch

hng mc tiu kh khn v ti chnh



26/55


C hng xe Kymco Vit Nam cng l i th cn .

F.Phn tch chin lc phn phi hin ti

1.Mng li phn phi hin ti

-Vi a s khch hng Vit Nam th xe my vn l mt ti sn ln, c gi tr.

V th, n khng th bun bn trn lan trn th trng c. M hnh phn phi ch

yu ca ngnh vn l phn phi xung cc i l, cc Head ri sau , cc Head ny

s phn phi sn phm ti tay khch hng ng thi s kt hp vi hng bo

hnh, bo dng v chm sc khch hng m bo cho khc hng c c nim

tin vo sn phm v nhn hiu.

-Nm 2007, HVN cng m rng mng li phn phi ra 365 ca hng y

nhim, tng cng cc hot ng t vn v dch v bo tr, bo dng cho khch

hng, nht l khch hng ti cc vng nng thn.

-Xu hng pht trin: trong thi gian ti, HVN d nh s nng cp h thng

phn phi, t c s h tng ti cht lng c cc HEAD, ci cch mi quan h

vi cc HEAD sao cho va qun l c gi bn sn phm ca tng HEAD li va

khng vi phm lut cnh tranh. Ngoi ra, ti mi HEAD cng c xu hng p ngc nhu cu ca ngi tiu dng tt hn thng qua vic ci tin cc dch v sau

bn hng nh: dch v bo dng ti nh v ang trin khai dch v sa cha ti

nh

2. nh gi hiu qu phn phi.

-C mng li rng khp bao ph nn vic a sn phm n tay ngi tiu

dng c thc hin nhanh chng, to iu kin thun li cho cng tc bo dng

v dch v sau bn

-Ti cc HEAD, ngoi vic bn hng cho khch v dch v bo dng cn c

nhn vin hng dn khch hng li xe an ton v t vn v sn phm cho khch

hng. iu ny lm nn mt hnh nh p v Honda trong tm tr ca ngi dn

Vit Nam

3. M t v nh gi cc thnh vin ca knh phn phi.

-HEAD: l cc ca hng bn xe v dch v do Honda u nhim. HVN c mt



27/55


h thng cc HEAD phn b khp c nc, chuyn phn phi cc sn phm ca

HVN ti tay ngi tiu dng hoc ti cc i l bn l i vi cc sn phm xe my

thng thng. Ngoi ra cc HEAD cn cung cp dch v sa cha v bo dng

cho khch hng. Cc HEAD thc hin tt chc nng phn phi v a sn phm

ti tay ngi tiu dng nhng li vng phi s c v gi khi giao sn phm. Ring

dng xe Lead v Airblade, c xe b chnh gi ti 10 triu ng/chic. Sn phm

Wave alpha cng b i gi thm ti 5 triu ng/chic. iu ny gy ra phn

ng khng tt t pha khch hng, to nn mt ln sng ty chay sn phm Honda.

C th cng do sc p t pha HVN nhng nhn chung, cc HEAD cng c mt

phn li trong v ny. Nhiu HEAD tn dng c hi ny i gi xe ln cao nhm

thu li ring.

-i l bn l: l nhng ca hng chuyn phn phi sn phm ca Honda hoc

phn phi nhiu dng xe ca cc hng khc, trong c c sn phm ca Honda.

Cc sn phm thuc dng Wave chnh l nhng sn phm m cc i l ny nhm

ti v c gi r, tit kim nhin liu, cht lng my tt nn ph hp vi nhu cu

ca khch hng ca h4. Quan h xc tin vi cc thnh vin ca knh phn phi.

a.Cc chng trnh qung co thng mi:

-Khng ai c th ph nhn c vai tr quan trng ca qung co thng mi.

N gip doanh nghip tip cn c khch hng, cung cp cho khch hng nhng

thng tin v sn phm, gip ngi tiu dng la chn cho mnh nhng sn phm

ph hp. V y chnh l cch a sn phm ti tay ngi tiu dng mt cch

gin tip

-Mi khi a ra mt sn phm mi no th trc c nhng chin dch

qung co rm r trn cc phng tin truyn thng nh tivi, bo ch, website...

-Mi chng trnh, hng u ni n truyn thng ca ngi dn Vit Nam

vi Honda nh vo tm l ca ngi tiu dng

-Ngoi ra Honda cng c bit ch trng PR, to dng hnh nh, v tham gia

cc hot ng XH nh:



28/55


+i vi Honda th hot ng ca n c th tm gn trong 4 ch "hng n

cng ng", v th n c cng ng ng h ngc tr li. ng thi, y cng

khng th khng k n vic ng dng mt cch nhanh chng cc tin b ca khoa

hc k thut vo cc sn phm ca mnh. iu ny gip khng t cho s pht

trin ca Honda nh hin nay, m bng chng chnh l thin cm ca ngi tiu

dng i vi cc sn phm ca Honda ngy cng gia tng.

+Vi mt th phn khng l, vi doanh s m mi cty xe my thm mun,

Honda ang lead th trng Vit Nam. "Ti yu vit nam" vi ci nn bo him

trn cc pano, p phch t lc VN cha bt buc i nn bo him trn cc no

ng n cc chng trnh gio dc v an ton giao thng trn truyn hnh, cc

chng trnh ca nhc honh trng, cng phu, Honda ang dng ln mt hnh tng,

mt kiu mu v vic thm nhp vo tm hn ngi Vit, lm dn n mt lc no

, Honda ang dn khin ngi vit ng ho thnh mt Honda "ca" Vit Nam

-Mt khc, Honda tin rng, bn cnh vic s dng cc phng tin thng tin

i chng, vic mang thng tin trc tip n tn tay khch hng m c bit l ng

nhm i tng khch hng s gp phn y mnh hn na vic nng cao kh nngtiu th, khng nh mnh m hn thng hiu ngy cng ln mnh ca Honda trn

th trng Vit Nam.

b. Hiu qu s dng vt phm xc tin ca cc nh phn phi:

-y c l l nhng chin dch khuyn mi thnh cng nht ca Honda. Thng

thng trong cc chin dch ny khi mua xe my ca Honda nh mt chic xe

Dream bn c tng mt m bo him ca Honda sn xut, c h tr ph khi

ng k giy t v xe, v cng c th l c bo dng nh k ti cc trung tm

ca Honda m khng phi tr tin. y l nhng chng trnh khuyn mi th hin

ng cp ca Honda. Gi bn xe vn cao th hin cht lng v ng cp hn na

li c nhiu li i km. Khi mua cc sn phm ca Honda ti cc HEAD, khch

hng s c c hi nhn c nhiu phn qu hp dn nh m bo him, bal phong

cch....v phiu tham d chng trnh vi m s may mn rt thm. Nhng mn

qu nh b nhng thit thc ny lm cho khch hng cm thy kh hi lng v



29/55


ho hc khi tm hiu v mua sn phm. Cc chng trnh tng qu khuyn mi

thc s kt ni Honda vi ngi tiu dng, mang li hiu qu cao

c.Trng by ti im bn v vn ho ca hng

-Cc HEAD ca Honda c c s h tng kh tt, rng ri, tin nghi, p ng

c yu cu 5S ca Honda

-Cc sn phm trong dng Wave c gi ph hp vi hu ht ngi tiu dng

Vit Nam v s lng sn xut ca nh my khng b hn ch nn hu ht cc

HEAD u c y sn phm trong dng xe ny trng by nhm gip khch

hng thun tin hn trong qu trnh tm hiu v sn phm

- cc i l bn l, hu ht cc sn phm c trng by u thuc v dng

xe Wave

-Cc nhn vin cc HEAD kh thn thin vi khch, tn tnh hng dn

khch hng trong vic s dng sn phm, li xe an ton

d.Cc chng trnh khuyn khch nh phn phi

Honda cng a ra cc chng trnh khuyn khch dnh cho cc HEAD,

thng xuyn t chc cc bui gp g vi HEAD tng min. Cc HEAD c thnhtch tt c nhn bng khen t HVN, c u i hn trong vic t hng nn y

l ng lc cc HEAD bn hng tt hn

G.Phn tch chnh sch gi hin ti.

1.Cnh tranh qua gi.

-Ngy nay, gi c khng phi l yu t cnh tranh hng u nhng vn lun

c coi l yu t cnh tranh quan trng trong vic thu ht khch hng c bit l

nhng th trng m thu nhp ca dn c cn thp. Trong vic pht trin sn phm

mi Honda phi nghin cu v a ra nhng chnh lc gi thch hp to cho

sn phm c ch ng vng chc trn th trng.

-Vo u nm 2002, i ph vi lung xe my gi r c linh kin t Trung

Quc c nhp t vo Vit Nam, HVN nhanh chng a ra th trng sn

phm Wave Alpha 100, pht trin t sn phm Wave 110 ca cng ty Asian Honda

Motor ti Thi Lan. Vi sn phm ny, doanh s bn ca HVN tng nhanh chng t



30/55


170.000 sn phm nm 2001 ln 390.000 sn phm nm 2002, trong sn phm

Wave Alpha chim ti 91% sn lng bn ca HVN (hnh 4). Linh kin s dng

trong Wave Alpha c nhp khu t Thi Lan thng qua Asian Honda Motor

(chim 35,5% gi tr sn phm), t Trung Quc (chim 12,5% gi tr sn phm vi

27 linh kin nm 2002) t cc nh cung cp ti Vit Nam (chim 40%) v sn xut

ti nh my ca HVN (chim 12%). Gi ban u ca Wave Alpha l10.098.000

ng Vit Nam (khong USD 730), ch bng khong 1/2 gi ca cc sn phm cng

loi ca HVN lc (Future c gi l USD1,657 v Super Dream l USD1,290).

Vi gi thp v nhng nh gi tt v cht lng, Wave Alpha nhanh chng xm

nhp vo th trng gi thp. Gi thp l nhn t c bn to nn sc cnh trnh ca

Wave Alpha, c c nh vo vic t chc li h thng cung cp.

-ng thi, trong thi im hin ti, wave l mt dng sn phm c gi

dao ng trong mt khong ln (13,6tr-27tr) vi chng loi kh a dng, phong

ph, m bao ph dy th trng, ng thi cho khch hng thm nhiu s la chn

vi mc gi v kiu dng ph hp. Bn cnh th chin thut phn phi ca

Honda l phn phi hn ch to s khan him trn th trng, qua y gi xeln nhng vn trong khong m khch hng c kh nng chi tr v chp nhn. V

th ta c th nhn thy,t khi ra i, dng sn phm wave cha bao gi gim gi

song n vn nhn c s n nhn ca nhm khch hng c thu nhp va v thp.

Gi ca wave c th c tnh theo cng thc:

Gi xe wave = gi sn phm + thng hiu + uy tn + khan him

V th, khi xt ht cc yu t th gi wave vn rt cnh tranh so vi cc nhn

hiu cnh tranh cng loi cng mc gi nh Sirius, Taurus (Yamaha) hay thm ch

l nhng nhn hiu r hn nh: ZX, Elegent (SYM).

2.Mc tiu nh gi v cc chin lc nh gi trong qun tr.

-i vi dng xe Wave, HVN vn c mc tiu gi l cng c c s dng

trong yu t cnh tranh vi cc hng khc trong phn khc th trng gi r. V

Wave vn l s la chn u tin i vi hu ht ngi tiu dng v gi c ph hp,

cht lng tt, dch v sau bn ca Honda so vi cc hng khc c sn phm tng



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t l tt hn hn.

-Chnh sch gi ny ca Honda c ngi tiu dng rt ng h, thng qua s

lng sn phm trong dng xe Wave c tiu th trn th trng trong nhng nm

qua ngy cng tng v vn lun dn u trong phn khc th trng ny

-Tuy nhin, vic qun l h thng lng lo mang li nhiu tai ting cho

Honda, in hnh nht l v lon gi xe Lead. Mi quan h khng r rng gia

HVN v cc HEAD gy ra nhiu tranh ci, lm tn tht ln ti hnh tng ca

cng ty.

+ HVN khng nhn trch nhim trong v cc HEAD bn ph gi v cho rng

theo Lut cnh tranh, cc HEAD thc cht l cc nh phn phi ca HVN nn c

quyn bn sn phm theo gi ca HEAD

+ Trong khi khch hng v Cng ty Honda Vit Nam vn cha tm c ting

ni chung trong cu chuyn gi xe my Honda Lead b bn cao hn gi xut, cc

i l y nhim (HEAD) cng bt u ln ting.

-i din cc HEAD Honda ti H Ni u tha nhn vic cc khch hng

ku gi xe Air Blade v Lead b i ln cao so vi gi xut l ng. Tuy nhin,theo cc HEAD ny, d bn hai loi xe trn vi gi cao, song h li phi b l vo

vic phi bn a s cc mu xe khc vi gi thp hn gi xut.

-Bi l, trong khi cc loi xe my nh Lead v Air Blade mi thng cc HEAD

ch c nhn t nh sn xut vi chc xe, th li phi nhn cc loi xe khc vi s lng

ln hn hn.

"Mua t bn on"

-V mi quan h gia HEAD v nh sn xut, i din cc HEAD ni tuy treo binl ca hng bn xe v dch v do Honda u nhim, nhng quan h gia ca hng v

Honda Vit Nam l quan h khch hng mua t bn on. "Trc khi nhn hng chng

ti u phi chuyn tin v cng ty. Ngoi ra, s lng xe cho hng thng ca hng u

phi ln k hoch t trc kh lu bo ln cng ty. Tuy nhin, s lng p ng ca

cng ty l bao nhiu li do cng ty quyt nh", i din mt HEAD ni. Mt HEAD khc

cng tit l, c ch giao xe ca nh sn xut cng to kh khn cho i l.

"V d c nhn khong 10 xe Air Blade hay Lead, chng ti phi nhn n vi chc



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xe khc cc loi. V vy, phi y gi xe Air Blade v Lead b p cho cc loi xe khc.

Nu ca hng vo nhng thng m khng duy tr c s xe nh ng k th cc

thng tip theo cng ty s t ng ct gim s lng xe cung cp cho ca hng ". Vvy, hu ht cc ca hng u phi c k hoch bn c vn c th tip tc ly v s

lng xe nh ng k, nu khng vo nhng thng cao im s khng th c xe p

ng nhu cu.

-Ngoi ra, cc HEAD cn phi u t nhiu vo ca hng m bo nhng yu

cu ca Honda Vit Nam a ra m khng h c s h tr no t pha cng ty. Thm ch

tt c dng, bng hiu u phi mua t hng vi gi cao hn kh nhiu ln so vi gi

mua hay t lm theo kiu dng tng t bn ngoi.H.Phn tch chin lc truyn thng xc tin hin ti

1.Chin lc truyn thng v xc tin bn trong qu kh.

a.Khuyn mi.

-Cc hnh thc khuyn mi: Cc hnh thc khuyn mi bao gm

+Tng qu: Tng hng ho cho khch hng, cung ng dch v khng thu tin.

khi khch hng mua xe my th s c mt s vt phm km theo nh o thun c tn

cng ty, o ma, du nhtnhng khch hng t ch trng n nhng qu tng ny

v n khng to ra ng lc ln thi thc mua hng.

+Gim gi: Bn hng, cung ng dch v vi gi thp hn gi bn hng, gi

cung ng dch v trc , c p dng trong thi gian khuyn mi ng k

hoc thng bo. Trng hp hng ha, dch v thuc din Nh nc qun l gi th

vic khuyn mi theo hnh thc ny c thc hin theo quy nh ca Chnh ph.

Cc cng ty trong ngnh t khai thc chng trnh khuyn mi ny. Ty theo giai

on ca mi sn phm m cc cng ty tung ra t gim gi. Chng hn vo dp

cui nm th sc tiu th ca ngnh xe my gim t 30% - 50% so vi cng thi k

nn cc hng cng nhau a ra chin lc gim gi. Trc y gi bn trn th

trng loi xe Air Blade ca Honda VN ln n 35 triu - 36 triu ng/xe, gim

cn 32 triu - 33 triu ng/xe (bao giy t)

+Tng phiu mua hng: Bn hng, cung ng dch v c km theo phiu mua hng,

phiu s dng dch v khch hng c hng mt hay mt s li ch nht nh.



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+Phiu d thi:Bn hng, cung ng dch v c km phiu d thi cho khch

hng chn ngi trao thng theo th l v gii thng cng b. Nhm tri n

v to s hi lng cao nht i vi khch hng. Cc cng ty t chc chng trnh

rt thm. V knh truyn thng ny cc cng ty trong ngnh to dng hnh nh

cng ty. N cn kh hu hiu vi nhng ngi thch may mn v l ng lc

khch hng mua sn phm.

+Cc chng trnh may ri: Bn hng, cung ng dch v km theo vic

tham d cc chng trnh mang tnh may ri m vic tham gia chng trnh gn

lin vi vic mua hng ha, dch v v vic trng thng da trn s may mn ca

ngi tham gia theo th l v gii thng cng b.

C rt nhiu cc chng trnh khuyn mi ca cc cng ty c s dng

thng xuyn trong mt nm nhm cc mc ch khc nhau. V d:

Khuyn mi ca Honda: Sng bng nm c lc thng 22/2 - 15/4 nm 2007

Vi chng trnh khuyn mi ny, khch hng mua xe Wave 100S s c

tng qu v tham gia rt thm trng thng vi c hi nhn c gii thng ln,c gi tr cao nh:

+10 gii c bit mi gii 01 xe Honda CLICK (tr gi: 25.500.000/gii).

+05 gii Nht mi gii 01 TV LCD Sony Bravia KLV-26S200A (tr gi:

22.900.000/gii).

+05 gii Nh mi gii 01 my quay phim cng Sony Handycam-SR100 (tr

gi: 17.990.000/gii).

+10 gii Ba mi gii 01 my nh Sony DSC-T50 (tr gi: 8.990.000/gii) v

10 gii Khuyn khch mi gii 01 in thoi Sony Ericsson W 810i (tr gi:

5.659.000/gii).

-u im:

+Khuyn mi c th tng doanh s trong ngn hn v gp phn xy dng th

phn lu di.

+N c kh nng duy tr, tng thng lng trung thnh ca ngi tiu dng.



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+Kch thch ngi tiu dng th dng mt sn phm mi

+Lm cho nh bn l chu qung co cho sn phm v dnh ch cho sn phm

nhiu ch trng by hn.

-Nhc im:

+Chi ph tn km hn.

+Mt s chng trnh khuyn mi khng ph hp c th lm mt i hnh nh

v cht lng v thng hiu ca sn phm.

b.PR (Public relations).

-Cc hnh thc PR

PR c th bao gm cc hot ng t chc s kin, ti tr, gp mt, nhng

chng ta s thy ph bin nht l cc hot ng ti tr v t chc s kin.

V d: chng trnh mang tnh minh ha nh sau:

Khm ph cng Hnh Trnh 2468Km

Hnh trnh 2468Km c trnh chnh thc pht sng vo 22-23h th 4 hng

tun trn VTV3 bt u t ngy 24 thng 9 nm 2008, ng thi vo mi ti cc

ngy th 2-5-7, nhng cu chuyn nho nh bn l xoay quanh hnh trnh (vi tngi Nht k Hnh trnh 2468km) s mang n cho ngi xem nhng cm xc

khc nhau v mi ngi chi, mi i chi cng nh mi chng ng cc bn i

qua. Chng trnh nm trong chin dch Be U with Honda (T tin th hin chnh

mnh cng Honda), do cng ty Honda Vit Nam phi hp vi i truyn hnh Vit

Nam t chc thc hin, vi mc ch mang li thm nhng sn chi mi c sc

cho gii tr Vit Nam, ng thi n gn hn v ng h cc bn nhiu hn na trn

con ng tm kim v khng nh nhng gi tr bn thn mnh.

Nm trong chin dch Be U with Honda (T tin th hin chnh mnh cng

Honda), v tip sau lot l hi Si ng V iu Bin cng Honda li

nhng n tng khng th no qun trong lng cc bn tr ti cc thnh ph bin

Nng, Nha Trang v Vng Tu, trong thi gian cng ty Honda Vit Nam s tip

tc mang ti cho cc bn tr trn c nc mt sn chi v cng mi m v hp dn

mang tn Hnh Trnh 2468 Km.



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-u im

+To dng danh ting cho t chc

+C th tip cn vi ng o khch hng tim nng m nhng ngi nythng n trnh nhn vin bn hng v qung co.

+C kh nng gii thiu c th doanh nghip hay sn phm.

+Quan h tt vi gii cng quyn.

+Thng co bo ch v bi vit trn cc bo i.

+Cc chng trnh ti tr.

+Cc hot ng t thin.

+Thng ip ca cc hot ng PR thng t mang tnh thng mi r rng,

m c tnh thng tin nhiu hn, nn c i tng chp nhn hn. Sau na, cc

hot ng PR mang n nhiu thng tin c th hn cho ngi tiu dng.

+Cc hot ng PR thng c chi ph thp hn do khng phi chi cc khon

tin ln thu mua thi lng trn cc phng tin truyn thng v khng cn chi

ph thit k sng to v sn xut cao. Ngn qu cho hot ng PR ca cc cng ty

thng t hn chi ph qung co hng chc ln.

+Cc hot ng PR cng thng mang tnh nht qun lu di hn. Mt khu

hiu qung co, mt tnh cht ca sn phm hay thm ch mt chin lc kinh

doanh c th thay i kh thng xuyn bt kp th hiu ca th trng, song

hnh nh v cc gi tr ca thng hiu thng phi c xy dng v gn gi trong

mt qu trnh lu di mi tranh th c lng tin ca cng chng.

+Mt c im na ca hot ng PR l thng em n li ch c th cho i

tng. Honda t chc chng trnh Ti yu Vit Nam khng phi ch l qung

co v sn phm ca Honda m cn mang li kin thc cng nh kinh nghim i xe

cho mi ngi.

+Cc hot ng PR ca nhiu cng ty thng c mc tiu gy cm tnh ca

cng chng ni chung m khng gn vi sn phm c th. R rng l hot ng PR

t nhiu c tc dng tch cc cho x hi.

-Nhc im

+Khng n c vi mt lng rt ln i tng trong mt thi gian ngn



36/55


nh qung co.

+Thng ip khng n tng v d nh.

+Kh kim sot v ni dung thng ip thng c chuyn ti qua gc nhnca bn th ba (nh bo, nhn vt ni ting, chuyn gia, s kin..).

+Hiu qu thng tin thng li khng thp hn, do tnh cht tp trung ca i

tng v nh tc dng rng ri ca truyn ming (word mouth).

+Ni tm li, nu qung co ng vai tr ht sc quan trng sn phm ca

cng ty c bit v nh ti rng ri th PR gp phn sn phm v cng ty c

yu mn v tin cy.

2.Bn hng trc tip.

a.Cc hnh thc ca bn hng trc tip

-Cc cng c chnh ca chng trnh bn hng l thng qua nhn vin v h

thng i l l ch yu.

-i vi cng ty Honda h s dng cc ca hng HEAD vi cng mt mu

trang tr ca hng c nhiu im tng ng m ngi s dng c th d dng nhn

thy. Cc ca hng ny l ni m Honda bn cc sn phm ca cng ty cho khch

hng ca mnh. H l nhng ca hng cp 1 ca Honda. H chu trch nhim c

trong cc dch v bo hnh, bo tr, sa cha...

Bn cnh vic bn hng thng qua cc ca hng v nhn vin, cc doanh

nghip cn tin hnh bn sn phm thng qua cc s kin ca mnh nh chng

trnh gii thiu sn phm,

b.u im

-Bn hng trc tip c th thm d bit thm v cc vng mc ca khch

hng.

-Bn hng trc tip c th iu chnh cng hin tip th cho va vi nhu cu

chuyn bit ca mi khch hng, v c th tho thun v iu kin mua bn.

-Bn hng trc tip c th xy dng quan h c nhn lu di vi nhng khch

hng quan trng.

c.Nhc im

-Chi ph cao cho i ng bn hng l gia tng chi ph qun l, chi ph nhn



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s cao.

3.Cc chng trnh qung co.

a.Cc hnh thc qung co-Tp ch, bo:Cng ging nh cc n v khc trong ngnh th y cng l

mt cng c c tp trung rt nhiu ca Honda Vit Nam trong truyn thng, Bn

cnh cc nht bo, thi bo ph bin th ngnh cn s dng cc qung co trn cc

loi tp ch chuyn ngnh.

Chng ta c th bt gp chng rt nhiu trn cc trang qung co ca Tui tr,

thanh nin,

-Qung co in n: Cc bng rn, p phch,.. cng c s dng nhng

khng nhiu. Ch yu ta c th nhn thy cc bng rn hay p phch ny cc siu

th, cc ca hng, cc Head ca Honda, Cc hnh thc ny t c tc ng ln ti v

nhng v tr t n cng c rt nhiu cc loi bng rn, p phch,.. ca cc nhn

hng khc. Chnh v th khch hng thng b phn tn v rt t ch n mt loi

c th.

-Qung co truyn hnh: y l phng tin qung co ph bin nht caHonda m chng ta c th tip cn nhiu. y chnh l cng c c s dng ph

bin nht. Hng lot cc video qung co c pht sng trn truyn hnh hng

ngy. Bn cnh cc loi qung co gii thiu v chc nng ca cc sn phm trong

ngnh th vn c rt nhiu cc loi qung cc gn lin vi cc hot ng ngoi tri,

th thao, thm him, du lch, Vi mc tiu ch yu l nh vo gii tr nn cc

hnh thc qung co ny rt tr trung, nng ng v lun th hin mt sc sng

mi. Chng hn nh cc qung co BeU ca Honda, Vi s tr trung, nng

ng, y nhit huyt cng vi phng nhc nn rt hay nn cc loi hnh qung co

ny thu ht ngi nghe. Vi cc mu qung co hng ti cm xc ca khch hng

ch khng ch n thun l gii thiu v chc nng sn phm ny th n gy c

rt nhiu n tng, s yu thich qung co. V t s c tc ng tch cc n

thi ca khch hng i vi sn phm. Chng hn nh nhc nn qung co BeU

cu Honda tng c cc bn tr rt yu thch v chn lm nhc chung cho



38/55


d yu ca mnh.

-Qung co ngoi tri: Trn nhng on ng giao thng chng ta cng

c th bt gp nhng qung co ngoi tri ca cc Honda. Chng ta thng gp

nht l qung co v cc sn phm mi ca Honda, hay mt li khuyn li xe an

ton ca Honda vi mt din vin ng cng vi sn phm ca Honda v i m

bo him Honda. Cc loi hnh ny ch yu to ra s tip xc trc tin i vi

cc thng ip. Hu nh cc loi hnh ny thng ti hin li cc mu qung co

trn truyn hnh. Bi v cc mu qung co trn truyn hnh c pht sng rt

lin tc nn khch hng t nhiu c mt s cc khi nim v qung co ny.

V khi tip xc vi cc loi qung co ngoi tri ny th chc chn h s ngh

ngay n qung co m mnh c xem. y l cng c phi hp rt tt vi

qung co trn truyn hnh.

-Qung co trn Internet:Bn cnh cc qung co trn trang webside chnh

thc ca mnh th Honda cn thc hin qung co trn cc trang web c lng truy

cp cao nh http//: Zing.com.vn , http//:24h.com.vn , http//:yourtube.com ,.. Cc

trang ny c lng truy cp ca gii tr cao nht nn vic qung co thng qua cctrang ny rt hay v c hiu qu. Khi chng ta thy qung co trn cc trang ny,

nu ta c s ch th c th click vo v bit thm nhiu thng tin v n. y l

phng tin truyn thng mang li s la chn cho ngi xem. Ngoi nhng hnh

nh thng thng th ta c th tip cn vi cc video qung co rt hay. Vic lt

web ca gii tr hin nay c cng rt cao, nht l i vi sinh vin th knh

internet c thay th cho knh truyn hnh nn cng c ny kh l hu hiu trong

vic truyn thng n cc nhm khch hng ny. V xu hng trong tng lai th

y s l knh ch o trong truyn thng hu hiu.

b.u im.

-Qung co nhm mc ch thng tin, gii thiu, tn vinh v qung b hnh

nh hay sn phm n gn hn vi qung i qun chng nh bng thm

hnh nh v mang v doanh thu cao hn trong lnh vc thng mi. Mang li tc

ng nhanh chng v cung cp cho khch hng thng tin nhanh chng, hiu qu.



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-Qung co c th cung cp c hnh nh ng, m thanh, mu sc, nn n c

tc ng mnh nht n nhn thc ca ngi tiu dng v qung co.

c.Nhc im.

-S c "phn ng" ngc li kh "ph phng" hn khi cha qung co, nu

nh hnh nh v sn phm y khng p ng tiu ch a ra khi gii thiu sau

thi gian ngn nhn nhn v s dng.

-Chi ph cho qung co thng l kh cao.

I.Cc yu t mi trng.

1. Mi trng kinh t.

Theo Tng cc thng k, VN t mc tng trng GDP 7,87 % trong

na u nm nay, so vi 7,36% ca cng k nm ngoi, trong ngnh cng

nghip ng gp 3,94%. Thu nhp bnh qun u ngi ca Vit Nam nm 2009

t 1.083USD. Trong , thu nhp bnh qun u ngi ca H Ni t 32 triu

ng. Chi tiu cho i sng bnh qun u ngi/ thng ti Vit Nam giai on

2006

- 2010 s tng bnh qun khong 10,57%/nm, trong khu vc thnh thtng khong 10%, cn khu vc nng thn tng khong 11,25%/nm. B Lao ng -

Thng binh v X hi cho bit: khong cch gia mc thu nhp ca cc nhm lao

ng ang ngy cng c s chnh lch r nt, c bit l cc thnh ph ln. Ti

H Ni, chnh lch gia ngi c tin lng cao nht so vi mc trung bnh l 42

ln (75,2 triu ng/thng so vi mc bnh qun 1,8 triu ng/thng). Ti

Tp.HCM, con s chnh lch cn ln n 109 ln (240 triu ng/thng so vi 2,2

triu ng/thng). Nhm nhn lc c thu nhp c xp vo loi nh l cc gim

c iu hnh, trng i din, trng phng, cn b ph trch kinh doanh... ang

lm vic ti cc doanh nghip c vn u t nc ngoi, cng ty lin doanh, cc

cng ty hot ng trong lnh vc ti chnh, ngn hng, chng khan, bc s ti mt

s bnh vin, phng khm... Nhm ny c mc thu nhp t 1.000 USD/thng tr

ln.Ngc li, nhm c thu nhp thp l cng nhn lao ng ang lm vic trong

cc khu cng nghip, doanh nghip nc ngoi, vi khon thu nhp khong 1,2-1,4



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triu ng/thng; thu nhp ca cng nhn ti cc doanh nghip khu vc kinh t

ngoi nh nc ch vo khong 900 nghn ng - 1,1 triu ng/ngi/thng.

-Vn sn xut xe my ti Vit Nam :B Cng nghip nhn nh n nay,

Vit Nam c kh nng sn xut c xe my c t l ni a ha t 100%, vi cht

lng m bo v gi thnh ph hp. C 12 trn tng s 45 doanh nghip c

php sn xut lp rp xe my nm trong t kim tra ln ny. Kt qu kim tra cho

thy cc doanh nghip sn xut, lp rp xe gn my trong nc t t l ni a

ha rt cao. Bn cnh , hu ht doanh nghip u c cp chng ch qun l

cht lng i vi vic sn xut, lp rp xe gn my v ng c xe hai bnh gn

my theo tiu chun ISO 9001, 2000. Trong bi cnh nn kinh t ang phc hi sau

khng hong cng them nhng gi kch cu lin tc c tung ra th trng th nhu

cu v sn phm xe my s c tiu th mnh trong giai on ti v n s ng vai

tr ln vo nn cng nghip xe my ni ring v nn kinh t ni chung.

2.Mi trng chnh tr, lut php.

-C th ni, mt n v sn xut kinh doanh chu tc ng rt ln ca hnh

thc chnh tr lut php. Mi quyt nh m rng quy m, tiu th, gi c u b chiphi bi chnh sch ca cc c quan qun l nh nc. Nghnh sn xut xe my

cng vy, n chu tc ng ca thu, lut thng mi, lut kinh doanh, Honda

Vit Nam c tha hng cng ngh ca Honda Nht Bn, v th n phi p ng

nhng tiu ch v lut s hu tr tu, lut bn quyn trong qu trnh chuyn giao

cng ngh.

-Khi tham gia vo cc t chc kinh t, hng ro thu quan dn c bi b. V

th cn c cht lng, gi c v h thng phn phi c th cnh tranh vi cc

doanh nghip khc trong v ngoi nc, ng thi trnh nhng vi phm php lut

v cc iu khon v t do thng mi.

-Lin quan ti vn ni a ha, trong khi chic xe my c nhp nguyn

chic t nc ngoi phi chu thu sut 30-40% , nhng linh kin c nhp khu

v lp rp trong nc cng phi chu thu sut 20-25% th r rng, nhng chic xe

ni a ha s c u th ln trong cnh tranh v gi c, c bit l nhng dng xe c



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gi va phi.

3. Mi trng vn ha, x hi.

-Xe my l phng tin ph bin nht Vit Nam, v c th ni, xe my l

mt nt vn ha ca ngi Vit. Vit Nam, xe my dng nh l mt thnh vin

trong gia nh, l phng tin kim sng, phng tin hn h yu ng ca gii

tr, Nhu cu v xe my Vit Nam l rt ln, y l c hi cho Honda v dng

sn phm Wave tm ch ng trn th trng.

-Bn cnh , vn giao thng Vit Nam thc s l mt bi ton kh khi

s pht trin khng cn xng gia dn s v c s h tng, ng s. Tnh trng tc

ng cc b c bit l vo nhng dp l tt v hin ti l dp k nim 1000 nm

Thng Long H Ni hin nay, i hi phi c mt phng tin giao thng c

ng, ph hp hn. V th, xe my dng nh l la chn ti u khi tham gia giao

thng Vit Nam hin nay.

-Mc d l mt phng tin c ng, ph hp vi iu kin Vit Nam song

vn an ton khi lu thng bng xe my li thc s l mt vn nghim trng.

Theo thng k, mi ngy nc ta c hng trm v tai nn giao thng v phn lntrong s l tai nn xe my. Hu qu v ngi v ca sau mi tai nn l khng th

tnh c. Vn t ra l lm sao vic s dng xe my ni chung v xe my

Honda ni ring an ton v thc s hu ch. T y Honda c chng trnh dy

li xe an ton mang tn Ti yu Vit Nam . Chng trnh ny thc s l mt

phng php truyn thng hiu qu cho cc sn phm ca Honda.

-Ngoi ra Honda cng tch cc tham gia cc chng trnh vn ha, x hi nh

ti tr cho gii bng U21, Sao Mai im hn, Con ng m nhc, Qua cc

chng trnh ny, tn tui v sn phm ca Honda tr nn gn gi vi ngi

Vit Nam.

4.Mi trng khoa hc cng ngh.

-Cng nghip ch to v lp rp l ngnh cng nghip i hi hm lng k

thut cao. V th m cnh tranh trong mi trng ny l rt quyt lit, n phn nh

trnh pht trin cng nh tim nng ngnh trong tng lai. Honda vi li th v



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quy m, cng vi nn tng cng ngh ca mnh u t cng ngh hin i, tin

tin mt mt, sn xut v lp rp ra nhng chic xe hin i, cht lng tt, gi

c phi chng, p ng c nhng yu cu v tiu chun cht lng. Mt khc bo

v mi trng, to ra sn phm hin i, tin nghi nhng li thn thin. V d nh

chic xe mi nht trong dng xe wave l chic wave RSX Fiat s dng h thng

truyn chuyn ng c cv_matic kt hp vi h thng phun xng in t PGM FI

s dng ging nh cc loi xe tay ga. y l dng xe s u tin ti Vit Nam s

dng cng ngh ny. c bit dng xe ny tit kim ti 18% nhin liu so vi dng

xe ga hin hnh. y l li th cnh tranh rt ln khi so snh vi cc sn phm

cng loi bi nhng u vit ca sn phm cng thm tit kim nhin liu.

-Wave l mt dng xe ch khng phi ch mt sn phm xe. V th sn phm

sau u vit hn sn phm ra trc, ng thi cp nht cng ngh ca sn ph mi

to li th cnh tranh c v kiu dng v cng ngh vi nhng sn phm cnh tranh

trc tip t cc i th nh Yamaha, Suzuki, SYM,

-Cng vi sc mnh v vn v cng ngh, Honda Vit Nam ang i u v t

l ni a. Theo thng k ca B cng nghip cho thy: nu trong nm 2000, t lni a ho ch t t 15% - 25% th ti nay t mc ni a ho c th ln ti

100%. iu ny khng nhng th hin trinh pht trin cao v mnh m ca

ngnh cng nghip xe my m cn th hin mc khc lit trong cnh tranh v

cng ngh trong ngnh.

J.Tim nng Marketing

1.Thc trng sn xut.

-Trong khi u t cc nh my sn xut cc loi xe hi cc nc th Vit

Nam, do nhu cu s dng xe gn my vn rt cao nn Honda VN quyt nh u

t xy dng thm mt nh my chuyn sn xut cc loi xe moto, t cao cp nh

SH,Dylan,@ n cc xe bc trung nh Wave , wave RSX va ti tin li t hao

xng, p ng c nhiu tiu ch ca ngi dn Vit Nam khi chn mua mt chic

xe my. Hn th na, Honda VN lin tc u t trang thit b, cng ngh ti tn

nht ca Honda vo vic sn xut cc mu xe my ti th trng Vit Nam. Ti nh



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my xe my th Nht, thng 11 nm 2006, Cng ty ng b hin i ha, nng

cp v a vo nhiu loi my mc mi p ng cho vic tng cng sut sn xut t

800.000 xe /nm ln 1 triu xe/nm. Tip theo, n thng 7 nm 2007, Honda VN

chnh thc cng b m rng u t, xy dng thm nh my xe my th 2 ti Vit

Nam, tp trung vo vic sn xut xe tay ga v xe s cao cp. Thc hin nhng d n

ny, Honda VN lun mong mun c u t lu di v bn vng ti th trng

Vit Nam. V n ngy 29 thng 8 nm 2008, ti Vnh Phc, Cty Honda VN t

chc l khnh thnh nh my xe my th hai c din tch 300.000m2. Vi s vn

u t 65 triu USD, cng sut 500.000 xe/nm, sn xut xe ga v xe s cao cp,

nh my s to thm vic lm cho 1.400 lao ng.

-c bit, nh my ny p dng cng ngh tin tin nht ca Honda - l

nh my rt thn thin vi mi trng, kt hp hi ho 3 yu t "ginh sng -

nc". Nh vy, cng vi cng sut ca nh my hin ti l 1 triu chic/nm, cng

sut ca Honda ti VN s ln ti 1,5 triu chic xe my/nm.

-V tng kt li, vic Honda ang ngy cng chim v th dn u trn th

trng xe my ca VN l iu khng th ph nhn c, bi tnh t ngy 13 thng8 nm 2008, Cng ty Honda Vit Nam nng t l ni a ho ln 81% nhm p

ng nhu cu ca ngi Vit Nam. S lng sn phm xut khu trong qu II/2009

sang cc nc Philippin, Campuchia, Lo l 40.900 xe, nng tng s xe xut khu

ra th trng nc ngoi l 97.285 xe.

2. Hnh nh trn cng ng.

-Tri qua hn 10 nm hot ng trn th trng Vit Nam, cng vi vic tha

k sc mnh t thng hiu Honda, Honda Vit Nam vn lun duy tr c v tr s

mt i vi. c c mt v tr vng vng nh vy, Honda Vit Nam c

nhng c gng khng nh khng nh mt s nt tiu biu trong hnh nh ca

mnh trn cng ng. Wave cng l mt dng sn phm khng ngng c Honda

Vit Nam a ra cc hot ng nhm th hin hnh nh trn cng ng ca Honda

Vit Nam. Sau y l mt vi nt tiu biu ca hnh nh ny.

2.1. Sn phm ca mt thng hiu mnh v uy tn.



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-Nh trnh by, Honda l thng hiu i u trong lnh vc sn xut xe

gn my, khng ch Vit Nam v trn ton th gii. Cc sn phm xe my ca

Honda xut hin rt lu ti Vit Nam so vi thi im nm 1996 khi m Honda

Vit Nam chnh thc ra i. T nhng nm u ca thp k 70, nhng sn phm

nh Super Cub, Cub 70 c a chung. Rt nhiu ngi Vit Nam ng

nht khi nim Xe my vi Xe Honda . iu ny chng t mt sc mnh

thng hiu v cng to ln. Cc dng sn phm Wave cng k tha sc mnh

ny t thng hiu Honda v tip tc pht huy.

2.2. Sn phm cht lng cao, gi thnh r.

-Mc d l doanh nghip lin doanh gia Vit Nam v Nht Bn, vi t l

ni a ha cao, nhng Honda Vit Nam lun c gng m bo sao cho cht lng

sn phm ca mnh gn nht vi cht lng ca cc dng xe Honda ti Nht. Bi

vy, tt c c linh kin, b phn ca Wave lun c thit k, chn lc, lp rp mt

cch cn thn. T lu cc loi xe ca Honda c ngi s dng nh gi c

bn cao kiu dng thi trang hay con gi l ni ng ci rt ph hp vi tm l

s dng chc bn ca ngi Vit Nam, c bit l dng xe Wave. Wave lun khngnh mnh l mt sn phm c cht lng cao. Chnh v th m rt nhiu ngi cho

rng Wave l dng xe hp nht vi nhng chuyn i xa, hay n nhng a hnh

phc tp.

-Mt trong nhng yu t khng nh cht lng v bn ca Wave l ch

bo hnh. Vi 166 trm bo hnh trn c nc, cht lng phc v tn tnh chu

o, ch bo dng nh k, ngi tiu dng hon ton yn tm khi s dng sn

phm ca Honda.

-Tuy vy, gi ca Wave kh r so vi cc i th cnh tranh khc trn th

trng. Mc tiu hao nguyn liu cng kh thp so vi Yamaha, Suzuki, iu

ny rt hp vi tm l ngi Vit, nn Wave cng d dng khng nh hnh nh ca

mnh trn cng ng: Mt sn phm c cht lng cao vi gi thnh r.

2.3 Sn phm an ton, thn thin.

-Nh trnh by, Honda Vit Nam lun n lc trong vic bo v mi



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trng. Wave l sn phm ca mt dy chuyn cng ngh cao vi nhim thp,

ring bn thn Wave cng l mt chic xe my tit kim nhin liu v thn thin

mi trng.

-Bn cnh , Honda Vit Nam lun hng ti s an ton ca ngi li xe

my. Vi HVN phng chm kinh doanh lun gn vi an ton x hi v th ngay t

khi mi thnh lp Honda Vit Nam n lc ht mnh v s an ton ca ngi i xe

ni ring v ca cng ng ni chung. Sut 15 nm qua, Honda Vit Nam dnh

s quan tm c bit cho cc hot ng tuyn truyn An ton giao thng v hng

dn li xe an ton. in hnh l chui chng trnh Ti yu Vit Nam hay cc

chng trnh thi li xe gii t chc cc a phng.

-Nhng n lc ca Honda Vit Nam trong cc hot ng an ton giao thng

nhn c s ng h to ln cng nh nh gi cao t cc c quan chc nng, cc

phng tin thng tin i chng, cng nh cng chng trong c nc. Honda Vit

Nam nhiu ln vinh d c U ban An ton giao thng quc gia trao tng bng

khen c thnh tch to ln trong cng tc An ton giao thng

-Bn cnh , HVN cng c bit ch trng ti cc hot ng x hi trongnhiu lnh vc, nh h tr pht trin gio dc, vn ho, ngh thut, th thao v t

thin vi tng ngn sch ln ti gn 6 triu USD. in hnh l cc game show cho

gii tr nh Hnh trnh 2468 hay 12 c tnh c chn la t hng trm i

khc nhau da trn cc tiu ch v th lc, s hiu bit v nhng vng t con

ngi Vit Nam, nhng ngi tham gia s tri qua mt hnh trnh xuyn Vit ch

yu trn xe my Honda qua nhiu tnh thnh khc nhau sut dc chiu di t nc,

t H Ni ti Thnh ph H Ch Minh. Tham gia chng trnh, ngi chi s c c

hi th hin c tnh, chng t bn lnh, kh nng thch ng nhanh khng nh

mnh thng qua nhng tri nghim thc t v nhng th thch y cam go, vui nhn

ca chng trnh, c xy dng da trn c s nhng c im ring bit v a

danh, vn ha, con ngi ca mt s a phng trn con ng cc bn i qua

-Vi nhng ng gp tch cc trong sn xut kinh doanh v v cng ng,

trong nm 2005, HVN vinh d c Ch tch nc CHXHCN Vit Nam trao



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tng Hun chng lao ng hng Ba.

-Trn y l mt s c im tiu biu ca hnh nh Honda cng nh dng

Wave trn th trng. y l nhng im m cc hot ng marketing ca snphm cn ch n.

3. Kh nng i u v mt cng ngh.

-Vi nn sn xut tin tin v lun nm bt nhng xu hng mi ca cng

ngh th gii, Honda lun n lc a cc ci tin vo sn phm ca mnh m in

hnh l dng sn phm Wave.

3.1. Cng ngh t ng ha xe s.

-Cc xe tay ga c c im chung l s dng cng ngh CVT - c th vn

hnh xe my t do thoi mi m khng cn phi thao tc sang s phin phc. Ngoi

ra, CVT cn c u im khc l kh nng vn hnh xe m i, khng b gn, git mi

khi thay i tc nh xe s nh c c cu bin tc lin tc. V mang li nhng

u im k trn cho ng o khch hng hn na, chng ti p dng cng ngh

CV Matic trn dng xe s vi sn phm Wave RSX FI AT va c gii thiu ra

th trng

3.2. Honda hp tc vi IBM nng cp xe my

-Honda k mt hp ng vi IBM v cung cp cc linh kin v cng nghRFID. Tho thun ny cho php hng nng cao hn na hiu sut v tnh chnh xc

trong khu qun l v sn xut xe my. IBM Global Business Services cho bit s

tr gip Honda trong vic thit k v pht trin vic thc hin cng ngh RFID.

Cng ngh ny cho php t ng kim tra chnh xc tng chic xe trong dy chuyn

sn xut. RFID cng s c s dng trn cc b phn quan trng nh ng c.

-Cc c vn cng ngh v thng mi ca IBM c mi quan h hp tc lu

di vi k s ca Honda trong vic thit k v xc nh nhng gii php tt nht

trong sn xut. V vy, cng ngh RFID s nhanh chng c hp nht hon tonvi h thng IT hin c ca Honda qua nhng tiu chun nn tng m rng, trnh

ng dng Linux v Java (J2EE). Nh vy khu kim k v gim st s pht trin

cng sut sn phm s c theo di.

-ng Nicola Marrone, y vin qun tr d n ni: "y l mt th d cho thy

s i mi cng ngh l s bin i quan trng ca mt doanh nghip. Doanh

nghip khi c th em n khch hng gi tr thc s ca sn phm. IBM nhn

thy rng gi tr tim tng ca RFID t rt sm v chuyn sang cung ng cc



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phn mm tin ch bng cch u t vo nghin cu v pht trin vi nhng dch v

c k nng, k xo chuyn nghip. K hoch trong tng lai ca chng ti l m

rng nhng ci tin nn tng ca RFID sang c cc lnh vc khc nh dy chuyncung cp v sau l phn phi sn phm".

II.CHIN LC MARKETING

A.Chin lc chung marketing.

1.Chin lc nh v vi dng xe Wave ca Honda.

-Mc ch : to hnh nh v chic xe wave trong tm tr khch hng. Mt

dng xe gi r, cht lng cao, kiu dng p, a dng dnh cho tt c mi ngi

-Cc bc thc hin chin lc :

+Tin hnh la chn th trng mc tiu : nhng ngi c thu nhp thp

+Lp bn nh v cc nhn hiu hin c trn th trng ( xe s )

(Bn nh v cc nhn hiu xe s trn th trng)

-Phn tch : trn th trng hin c cc dng xe s chia ra lm 3 mng r rt


Nhp khuTrung Quc

Future, Jupiter

Dream

Cht lng cao

Cht lng thp

Viva, Best

Gi cao

Gi thp

Wave, Sirius


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gi thp, cht lng thp v gi cao cht lng cao, gi thp nhng cht lng kh

cao. Bi vy, Honda quyt nh a ra dng sn phm wave cht lng cao (vi

nhng tnh nng ca Super Dream) nhng gi ch bng tn cng vo th trng xemy gi r (rt tim nng, v ang c quy m tng)

-Phn tch v kh nng hin c : c v th, c th phn ln, vn u t, c s

h tng hin i, l doanh nghip dn u th trng xe my

-T nhng iu k trn, Honda quyt nh a ra dng xe wave cnh tranh

trc tip vi cc nhn hiu xe my gi r nh Best, Viva ca Suzuki, cc xe my

nhp khu t Trung Quc, xe my t cc c s sn xut nh l (ch yu nguyn liu

nhp t Trung Quc v lp rp ti Vit Nam). Cnh tranh da vo thng hiu, v

th sn c cng nh tim lc v vn v c s h tng. Bi vy, ch trong thi gian

ngn, wave gip Honda ly li th phn mt.

-Ngoi ra, wave Honda cn s dng mt s cc bin php khc nh : To

cn st v bin thnh ln sng d lun

- t c mc tiu ny i hi sn phm c tung ra phi c sc mnh

nht nh trn th trng da vo mt thng hiu vn c. Khi xe my Trung Quc

vi nhng kiu dng "ging ging" hng Nht xut hin v chim lnh th trng

trong nc, v tr ca Honda trn th trng VN b gim st thy r. Honda lp

tc cho tung ra sn phm mi, xe my Wave Alpha. Sn phm ny khi tung ra th

trng lp tc thu ht c s ch ca ngimua v Wave Alpha c kiu dng

p, gi r m hn na li l ca chnhhng Honda, mt thng hiu t lu i

vo tim thc ca ngi Vitvi nhng sn phm c thi gian s dng lu di hp

vi tm l "n chc mc bn" ca ngi Vit. Th nhng hng Honda cng c mt

c "p" rt c, l h bn vi gi r. Th nhng s lng bn ra th h gi mc

nh hn nhiu so vi cuca th trng trong mt thi gian tng i lu. Vy l

mt cn st Wave Alpha bt u thm ch n lan thnh ln sng d lun.

Hng Honda lm tt c nhng vic trn u hon ton ng lut. Th nhng victo

ra cn st Wave Alpha ng nhin to lp c ngay v th caWave Alpha,

tch bit c hn thng hiu Wave Alpha vi mt lot thng hiu hao hao khc

ca Trung Quc v hn na c shock li tothnh ln sng d lun v li l



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mt c hi bng vng Wave Alpha c qung co vi mt chi ph rt thp gn

nh l min ph.

B.Cc chin lc b phn.1.Chin lc sn phm.

-gim chi ph sn xut, tn cng vo th trng mc tiu mi. Trc khi

wave ra i, Honda VN ch c 2 dng xe l Super Dream v Future vi cht

lng cao, v gi cng rt t so vi thi by gi ln lt l 21tr v 27tr (sau

ny gim xung 20tr v 25tr). Bi vy, ngy s hu 1 chic Honda l ko

h d dng. V khi cc dng xe Trung Quc gi r trn sang, lp tc Honda

nh mt th phn. Vic i li th phn l iu tt yu, quan trng nht, chnh

v vy wave Honda ra i ! Wave l sn phm Honda chnh hng, gi r,

cht lng cng khng h km ngay lp tc chim lnh dn th trng xe my

gi r ni ring v th trng xe my ni chung.

-Ngoi ra, wave Honda lun ko ngng n lc, ci tin mu m, cht lng

a ra cho khch hng thm nhng s la chn vi cc sn phm mi nh : Wave

S, Wave RS, WaveRSX, Wave RSV,2.Chin lc v gi : chin lc gi thm nhp

-Ngay khi xut hin, c nh gi ban u tng i thp khuyn khch

ngi mua, wave nhanh chng m rng v chin lnh c th phn. S d Wave

c th lm c iu ny cng nh v th, danh ting ca Honda c hnh thnh

t lu trong tm tng ca khch hng.

-a ra nhiu mc gi cho cc sn phm ca mnh, v d Wave Alpha c gi

11tr, Wave S c gi 13tr500, Wave RS c gi 17tr, Tin no ca y gip cho

khch hng c nhng s la chn ph hp vi ti tin ca mnh.

3.Phn phi:

- xy dng c mng li phn phi, bo hnh, sa cha, bo dng

cho tt c cc loi xe my ca Honda trn ton quc, chnh iu ny khin

Honda lun c bit n bt c ni u. Wave Honda c bn tt c cc i

l chnh hng Honda, cc i l y quyn, cc nh bn l xe my mi a phng.



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V vy vic mua 1 chic xe wave l rt d dng.

4.Xc tin hn hp

-Qung co : rng ri trn cc phng tin thng tin i chng nh : tivi, i,

bo, internet

-Cc bui gii thiu, chy th sn phm xe wave mi

-Quan h cng chng: ti tr cho chng trnh Ti yu Vit Nam, hng

dn li xe an ton, tng m bo him, cc chng trnh ca nhc Con ng m

nhc, cho th thao Cp Bng Honda, cc hot ng t thin: ng h ng bo

l lt, tr em thit thi,

III. CC CHNG TRNH MARKETING

1.Chnh sch sn phm.

-Hin c th ni, s lng sn phm ca Honda Vit Nam trong dng Wave

l kh a dng v phong ph. Song HVN vn cn nhng ci tin trong sn phm

ca mnh p ng nhu cu ngy cng cao ca khch hng.

1.1Ci tin v sn phm.-Hin nay, s lng chng loi sn phm trn th trng xe my Vit Nam

l v cng a dng v phong ph, chic xe my khng ch l mt phng tin i li

thng thng. Wave cng nm bt c iu ny khi lin tc cp nht thm cc sn

phm mi trong danh mc ca mnh. Tuy nhin, cc sn phm ca Wave vn c

nh gi l km phong ph v mt mu m kiu dng. Chnh v th, Honda cn

nghin cu v ci thin sn phm, mu m cho dng xe Wave. Vic cp nht cc

loi mu m mi, ph hp vi nhiu i tng cn din ra lin tc.

-Bn cnh , HVN cng cn ch trng vo vic a thm cng ngh mi

vo sn phm ca mnh, tng t nh p dng cng ngh CV Matic cho xe

Wave RSX Fiat. Xu th cng ngh lun bin i v pht trin, vi v tr sn c trn

th trng, HVN cn nm r nhng tro lu cng ngh mi sn phm c th s

dng tin li nht cho ngi tiu dng.

1.2Ci tin v dch v.



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-Nh ta bit, Honda c mt h thng trm bo hnh rng ri trn ton

quc. Vic cn lm l xy dng thm i ng nhn vin, k thut vin c trnh

cao. Bn cnh cn thc y sn xut cc sn phm h tr, b phn, chi tit thay

th, c bit l cc b phn thng cn c thay nh du nht, m phanh, sm,

2.Chnh sch gi.

-Trong thi im hin ti, cng vi s lm pht cao v ng tin ca chng ta

ang mt gi so vi cc ngoi t mnh.V th bnh n v gi c gi bn hin

ti hon ton khng n gin. Tuy vy, vi sc mnh thng hiu v quy m c v

nhn lc ln vt lc, HVN nn duy tr gi bn hin ti. Mt mt, n m bo c

uy tn ca HVN, mt khc cng l hnh ng tch cc gip HVN tm li c nim

tin ni khch hng sau v vic lon gi cc Head trong thi gian va qua.

3.Chnh sch phn phi.

-Wave l dng xe c mc gi tng i r, nh vo phn khc th trng l

nhng ngi c thu nhp thp, trung bnh v i tng tr. V vy lng khch

hng ca n kh ln v bnh dn nn ngoi s dng m hnh phn phi hin ti ca

HVN l:HNG HEAD I L NGI TIU DNG

M rng h thng phn phi bng cch tng chiu di knh phn phi:

HNG HEAD I L NGI BN L NGI TIU

DNG

Nh th v tin li cho khch hng hn trong qu trnh mua sn phm,

ng thi c th kch thch tng doanh s.

4.Chnh sch truyn thng xc tin.

4.1Bn hng c nhn.

4.2Qung co.

-Ta c th thy hin cc qung co ca Wave xut hin trn TV kh l t,

k c khi HVN tung ra cc sn phm mi nh Wave RSX mi vi cng ngh CV

Matic. Cc qung co ch yu ca Honda vn l chui qung co Be U with Honda.

HVN cn b sung v cp nht thm cho mnh mt s qung co mi qua TV.



52/55


-Bn cnh , vi i tng chnh l gii tr, Honda khng th b qua mt

s knh nh cc loi bo, tp ch, v qua mng internet. Bn cnh cc qung co

trn trang web ca mnh th cc hng sn xut xe my cn thc hin qung co trn

cc trang web c lng truy cp cao nh http//:Zing.com.vn , http//:24h.com.vn ,

http//:yourtube.com ,http://facebook.com,.. Cc trang ny c lng truy cp ca

gii tr cao nht nn vic qung co thng qua cc trang ny rt hay v c hiu qu.

Khi chng ta thy qung co trn cc trang ny, nu ta c s ch th c th click

vo v bit thm nhiu thng tin v n. y l phng tin truyn thng mang li

s la chn cho ngi xem.

-Ngoi nhng hnh nh thng thng th ta c th tip cn vi cc video

qung co rt hay. Vic lt web ca gii tr hin nay c cng rt cao, nht l

i vi sinh vin th knh internet c thay th cho knh truyn hnh nn cng c

ny kh l hu hiu trong vic truyn thng n cc nhm khch hng ny. V xu

hng trong tng lai th y s l knh ch o trong truyn thng hu hiu.

4.3Xc tin bn.

-y l hnh thc kch thch mua sm nhiu nht i vi khch hng. Mts cc chng trnh khuyn mi c th c bao gm: tng qu khi mua xe, dch v

gia tng, cc chng trnh chm sc khch hng mi, hay cc chng trnh tng qu

vo nhng dp l tt. c bit hn khi mt lng ln khch hng cui cng ca

Wave l gii tr, nhng ngi cn ang i hc. Nhng hnh thc khuyn mi dnh

cho cc bn tr mi trng tuyn i hc cn c quan tm nhiu hn na.

-Cc hnh thc khuyn mi bao gm:

+Tng qu: Tng hng ho cho khch hng, cung ng dch v khng thu tin.

khi khch hng mua xe my th s c mt s vt phm km theo nh o thun c tn

cng ty, o ma, du nhtnhng khch hng t ch trng n nhng qu tng ny

v n khng to ra ng lc ln thi thc mua hng.

+Gim gi: Bn hng, cung ng dch v vi gi thp hn gi bn hng, gi

cung ng dch v trc , c p dng trong thi gian khuyn mi ng k

hoc thng bo. Trng hp hng ha, dch v thuc din Nh nc qun l gi th



53/55


vic khuyn mi theo hnh thc ny c thc hin theo quy nh ca Chnh ph.

Cc cng ty trong ngnh t khai thc chng trnh khuyn mi ny. Ty theo giai

on ca mi sn phm m cc cng ty tung ra t gim gi. Chng hn vo dp

cui nm th sc tiu th ca ngnh xe my gim t 30%-50% so vi cng thi k

nn cc hng cng nhau a ra chin lc gim gi. Ngoi ra, Honda c th ch

trng thm mt s khong thi gian khc a ra chng trnh gim gi nh u

nm hc.

+Tng phiu mua hng: Bn hng, cung ng dch v c km theo phiu mua hng,

phiu s dng dch v khch hng c hng mt hay mt s li ch nht nh.

+Phiu d thi: Bn hng, cung ng dch v c km phiu d thi cho khch

hng chn ngi trao thng theo th l v gii thng cng b. Nhm tri n

v to s hi lng cao nht i vi khch hng. V knh truyn thng ny Honda

c th to dng hnh nh cng ty. N cn kh hu hiu vi nhng ngi thch may

mn v l ng lc khch hng mua sn phm. Bn cnh , Honda c th chn

cch thc ny kt hp vi mt s hot ng khc nh cc chng trnh game

show ca Honda nh 12 c tnh, Ti yu Vit Nam,..4.4Quan h cng chng.

-Honda VN cn tip tc ng gp tch cc vo s pht trin chung ca x hi

trn rt nhiu lnh vc nh: ng gp cho Ngn sch nh nc, tuyn truyn an t

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