quan tri tuyen san pham xe may cua honda 3867

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Bi tho lun nhm 2

Mn qun tr Marketing ti : Phn tch qun tr tuyn sn phm xe my ca cng ty Honda Vit Nam NI DUNG BI LM PHN TH I : KHI QUT L LUN 1. Mt s khi nim 2.Cc quyt nh v qun tr tuyn sn phm Duy tr tuyn sn phm hin ti Quyt nh ko dn tuyn sn phm Quyt nh lp y tuyn sn phm Quyt nh hin i ha sn phm Quyt nh lm ni bt tuyn sn phm Quyt nh thanh lc sn phm c

PHN TH II : PHN TCH QUN TR TUYN SN PHM XE MY HONDA 1. Gii thiu cng ty Honda v tuyn sn phm xe my Honda 2. Tng quan v ngnh xe my ti Vit Nam 3.Phn tch cc quyt nh v qun tr tuyn sn phm xe my ca Honda PHN TH III : MT S GII PHP NNG CAO HIU QU QUN TR TUYN SN PHM XE MY HONDA 1.Mt vi nhn xt v qun tr tuyn sn phm xe my Honda 2.Mt s xut nhm nng cao hiu qu qun tr tuyn sn phm xe my Honda

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PHN TH I : KHI QUT L LUN I. Mt s khi nim Danh mc sn phm: L mt n v ring bit trong mt tuyn sn phm c th phn bit c theo kch thc, gi c, v ngoi hay thuc tnh no Tuyn sn phm: L nhm cc sn phm c quan h cht ch vi nhau,thc hin mt chc nng tng t, c bn cho cng nhm ngi tiu dng, qua cng mt knh hay thuc cng khung gi nht nh. Sn phm hn hp: Tp hp cc sn phm m mt t chc hay mt ngi bn c th tung ra th trng phc v khch hng. Cu trc sn phm hn hp:

o Rng: S lng tuyn sn phm m cng ty sn xut v kinh doanh o Di: Tng s cc tn sn phm trong tng danh mc sn phm kinh doanh ca cng ty. o Su: Tng s cc phng n sn phm cng tha mn nhu cu, khc nhau v c tnh v mc gi. o

Tuyn sn phm v sn phm hn hp:

Chiu rng danh mc sn phm: Th hin cng ty c bao nhiu loi sn phm em ra th trng. o Chiu di danh mc sn phm: L tng s sn phm trong danh mc sn phm o Chiu su danh mc sn phm: L th hin c bao nhiu phng n ca mi sn phm trong loi o Mt ca danh mc sn phm: Th hin mi quan h mt thit n mc no gia cc loi sn phm khc nhau xt theo cch s dng cui cng, thit b sn xut knh phn phi hay l mt phng tin no khc II,Cc quyt nh v sn phm A. Duy tr tuyn sn phm hin ti 1,Phn tch loi sn phm Nhng ngi qun l loi sn phm cn bit doanh s v li nhun ca tng mt hng trong loi sn phm m mnh ph trch v tnh trng ca tng loi sn phm so vi cc loi sn phm ca i th cnh tranh.2

Doanh s bn v li nhun ca mt loi sn phm. Ngi qun l loi sn phm cn phi bit t l phn trm ca tng loi mt hng trong tng doanh s bn v li nhun thu c. Gi s mt hng th nht chim 50% tng doanh s bn v 30% tng li nhun. Hai mt hng u chim 80% tng doanh s bn v 60% tng li nhun. Nu hai mt hng ny t nhin b i th cnh tranh gy thit hi th doanh s bn v kh nng sinh li ca loi sn phm s b suy sp. S tp trung cao ca doanh s bn vo mt s t mt hng l mt du hiu v s sung yu ca loi sn phm . Nhng mt hng ny phi c theo di v bo v cn thn. Mt khc, mt hng cui cng ch chim 5% doanh s bn v li nhun ca c loi sn phm . Ngi qun l sn phm c th xt n vic loi b mt hng bn chm ny trong loi sn phm ca mnh, tr khi n c kh nng tng trng mnh. c im th trng ca loi sn phm Ngi qun l loi sn phm cng cn phi kim tra li xem loi sn phm ca mnh c v tr nh th no so vi cc loi sn phm ca cc i th cnh tranh. Hy xem xt mt cng ty giy vi mt loi sn phm l carton. Hai trong s nhng thuc tnh quan trng ca carton l trng lng v cht lng b mt. Trng lng giy cho bn thng c nhng mc chun l 90, 120,150 v 180 n v. Cht lng b mt c ba mc chun. i th cnh tranh A bn hai mt hng c trng lng thuc hng siu nng v cht lng b mt thuc hng trung bnh v thp. i th cnh tranh B bn bn mt hng c trng lng v cht lng b mt khc nhau. i th cnh tranh C bn ba mt hng vi trng lng cng ln khi cht lng b mt cng cao. Cui cng, cng ty X cho bn ba mt hng c trng lng v cht lng b mt khc nhau. Vic xy dng bn v tr ca cc mt hng rt c ch cho vic hoch nh chin lc marketing loi sn phm. N cho thy r nhng mt hng no ca i th ang cnh tranh vi cng ty X 2, Chiu di ca loi sn phm Mt vn c t ra i vi ngi qun l loi sn phm l chiu di ti u ca loi sn phm. Mt loi sn phm c coi l c chiu di qu ngn, nu ngi qun l c th tng li nhun bng cch b sung thm cc mt hng. Mt loi sn phm c coi l chiu di qu ln, nu ngi qun l c th tng li nhun bng cch bt mt s mt hng. Cc loi sn phm u c su hng pht trin di thm sau mt thi gian. Nng lc sn xut d tha gy sc p i vi ngi qun l sn phm pht trin thm nhng mt hng mi. Lc lng bn hng v nhng ngi phn phi cng gy sc p c c mt loi sn phm y hn tha mn cc khch hng ca mnh. Ngi qun l loi sn phm s b sung thm cc mt hng tng doanh s bn v li nhun. Th nhng khi b sung thm mt hng th mt s chi ph s tng ln: chi ph thit k v ch to, chi ph lu kho v vn chuyn, chi ph thay i quy trnh sn3

xut, chi ph x l n hng, chi ph vn ti v chi ph khuyn mi mt hng mi. Cui cng c mt ci g s ngng s pht trin nhanh chng ca loi sn phm li. Ban lnh o ti cao c th nh ch mi vic v khng tin hay nng lc sn xut. Ngi kim tra c th t vn v kh nng sinh li ca loi sn phm v yu cu xem xt. Kt qu xem xt chc chn s cho thy c rt nhiu mt hng gy thua l. Nhng mt hng s b loi b nhm tng kh nng sinh li. Qu trnh pht trin ba bi loi sn phm ko theo vic loi b hng lot sn phm s lp i lp li nhiu ln. Mt cng ty c th tng chiu di ca loi sn phm ca mnh theo hai cch: ko di loi hay b sung loi sn phm. B.Quyt nh ko di loi sn phm Loi sn phm ca mi cng ty u bao trm mt phn nht nh trn ton b loi sn phm c th c. V d, nhng chic t BMW nm di gi cao th trng t, vic ko di loi sn phm xut hin khi mt cng ty ko di loi sn phm ca mnh. Cng ty c th ko di loi sn phm ca mnh xung pha di, ln pha trn hay v c hai pha. Ko di xung pha di Nhiu cng ty lc u chim lnh v tr trn cng ca th trng ri sau mi ko dn loi sn phm ca mnh xung pha di Cc cng ty thng b sung thm cc mu m cho u di thuc loi sn phm ca mnh nhm qung co nhn hiu ca mnh vi gi thp vo lc ban u. Nhng mu m ch cng hay khuyn mi ny c s dng li cun khch hng bng gi. Khch hng sau khi nhn thy nhng mu m mi p hn thng mua ngay. Chin lc ny cn c s dng mt cch thn trng. Nhn hiu khuyn mi , tuy n s, nhng phi h tr hnh nh cht lng ca nhn. Ngi bn cng phi d tr mu m v khuyn mi khi n c qung co. Ngi tiu dng khng c cm thy l mnh b nh la v b ri. Mt cng ty c th ko di xung pha di v mt trong nhng l do sau: Cng ty b i th cnh tranh tn cng u trn v quyt nh phn cng bng cch xm nhp u di ca i th cnh tranh. Cng ty thy rng s tng trng ngy cng chm ang din ra u trn. Cng ty lc u xm nhp u trn to dng hnh nh cht lng v c nh m rng xung pha di. Cng ty b sung mt n v u di bt mt l hng ca th trng m nu khng lm nh vy n s thu ht i th cnh tranh mi. Khi ko di xung pha di cng ty phi ng u vi nhng ri ro. Mt hng mi u thp c th gy tn hi cho nhng mt hng u cao. Hy xt trng hp sau: Cng c khi mt hng u thp c th kch ng cc i th cnh tranh tr a bng cch chuyn dch v pha u trn. Hay cc i l ca cng ty c th cha sn4

sng hoc khng kh nng kinh doanh nhng sn phm u di, bi v chng c kh nng sinh li nh hn hay lm lu m hnh nh ca h. Ko di ln pha trn Nhng cng ty u di ca th trng c th suy tnh n vic xm nhp u trn ca th trng. H c th b hp dn bi t l tng trng cao hn, tin li cao hn hay ch l c may t xc lp mnh nh mt ngi sn xut y mt loi sn phm. Quyt nh ko di pha trn c th cha nhiu ri ro. khng ch l cc i th cnh tranh u trn c th vng chc, m cn l v h c th phn cng bng cch tin xung pha di. Cc khch hng tng lai c th khng tin rng nhng cng ty u di li c th sn xut nhng sn phm cht lng cao. Cui cng l nhng i din bn hng ca cng ty v nhng ngi phn phi c th khng ti nng hay khng c hun luyn k phc v u trn ca th trng. Ko di ra c hai pha Nhng cng ty phc v phn gia ca th trng c th quyt nh ko di loi sn phm ca mnh v c hai pha. Texas Instruments (TI) lc u tung ra my tnh gi trung bnh cht lng trung bnh ca th trng. Dn dn h b sung thm nhng my tnh u di v dnh c th phn ca Bowmar. Sau cng ty ny a ra my tnh cht lng cao v bn vi gi thp hn so vi Hewlett-Packard, mt cng ty khng ch u trn ca th trng. Vic ko di ra hai pha ny lm cho TI sm dnh c v tr dn u th trng trn th trng my tinh cm tay. B sung loi sn phm Mt loi sn phm cng c th ko di ra bng cch b sung thm nhng mt hng mi trong phm vi hin ti ca loi . C mt s ng lc thc y vic b sung loi sn phm: tm kim li nhun tng thm, c gng tha mn nhng i l than phin v doanh s thit hi do loi sn phm thiu mt s mt hng, c gng s dng nng lc d tha, c gng tr thnh cng ty lun lun dn u, v c gng lp kn nhng l hng ngn nga cc i th cnh tranh. Vic b sung loi sn phm b xem l qu mc, nu n gy thit hi v lm khch hng bi ri. Cng ty cn phi lm th no khch hng d phn bit c tng mt hng. Mi mt hng phi c mt im khc bit c th d dng nhn bit. cng ty phi kim tra xem mt hng c xut c p ng mt nhu cu ca th trng khng hay l ch c b sung tha mn mt s nhu cu ni b.

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C. Quyt nh hin i ha sn phm Ngay c khi chiu di ca loi sn phm tha ng th loi sn phm y vn c th cn phi hin i ha. Vn l s thay i chng loi theo tng phn hay ton b ngay lp tc. Cch thay i tng phn cho php cng ty xem xt xem khch hng v cc i l c thi nh th no i vi mu m mi. Vic hin i ha tng phn s tht thot lu kim ca cng ty. im bt li ch yu ca vic hin i ha tng phn l ch cc i th cnh tranh thy c nhng thay i v cng bt u thit k li chng loi sn phm ca mnh. Trn nhng th trng thay i nhanh chng vic hin i ha sn phm din ra lin tc. Cc cng ty u c k hoch ci tin sn phm, khuyn khch khch hng chuyn sang nhng mt hng c nh gi cao hn. Vn chnh l xc nh thi im ci tin sn phm sao cho vic ci tin khng qu sm (do lm tn hi n vic tiu th nhng loi sn phm hin c) hay qu mun (sau khi cc i th cnh tranh thit lp c uy tn vng chc i vi nhng thit b uy tn hn). D.Quyt nh lm ni bt sn phm Ngi qun l loi sn phm thng la chn mt hay mt s loi mt hng trong loi sn phm ca mnh lm ni bt ln. H c th lm ni bt nhng mu m khuyn mi u di phc v cho vic m ng. Cng c khi ngi qun l li lm ni bt mt hng u trn to uy tn cho loi sn phm ca mnh. i khi mt cng ty pht hin thy mt u ca loi sn phm rt chy, cn u kia th li b tn ng. Cng ty c th h tr lm tng nhu cu v nhng hng ha bn chm, c bit l nhng sn phm c sn xut ra ti mt nh my ang b ngng hot ng v thiu nhu cu.Cng ty IBM cng tng gp phi tnh hung ny khi cc my tnh c trung bn khng chy bng nhng my tnh c ln ca h. Th nhng s vic khng ch n gin nh vy. Ngi ta cng c th lp lun rng cng ty phi y mnh nhng mt hng bn chy, ch khng phi c gng chng vi nhu cu yu km.

E.Quyt nh thanh lc loi sn phm Ngi qun l loi sn phm nh k phi r sot li nhng mt hng ca mnh thanh lc bt chng. C hai trng hp cn thanh lc. Th nht l khi loi sn phm c mt hng cht, nht l khng em li li nhun. Nhng mt hng yu km c th xc nh c thng qua vic phn tch doanh s b

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