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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 bn v chi ph. RCA ct gim TV t 69 xung 44 mu m v mt cng ty ha cht ct gim6

sn phm ca mnh t 217 xung cn 93 th c khi lng ln nht v ng gp nhiu nht vo li nhun, ng thi c nhiu kh nng tn ti lu di nht. Nhiu cng ty tin hnh nhng t thanh lc quan trng t c li nhun lu di hn. Mt trng hp cn thanh lc sn phm l khi cng ty thiu nng lc sn xut. Nh qun tr cn tp trung vo sn xut nhng mt hng em li nhiu li hn. Cc cng ty thng rt ngn cc loi sn phm khi nhu cu cng thng v ko di cc loi sn phm ca mnh khi nhu cu thp.

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 Cng ty Honda Vit Nam l cng ty lin doanh gia Cng ty Honda Motor Nht Bn, Cng ty Asian Honda Motor Thi Lan v Tng Cng ty My ng lc v My Nng nghip Vit Nam. Cng ty Honda Vit Nam c thnh lp vo thng 3 nm 2006 vi lnh vc linh doanh l : Sn xut,lp rp xe my v ph tng xe my nhn hiu Honda Sn xut v lp rp t Honda di 9 ch ngi. Honda l hng c th phn xe my ln nht Vit Nam hin nay nh li th ch yu l ngi tin phong v hin ang nm vai tr dn dt th trng. Nh my xe my th nht : Nh my th nht (thng 3 /1998). 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

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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 tthn 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. Mc tiu pht trin Thng ip ca Honda l Ti yu Vit Nam v mc tiu pht trin ca cng ty Honda Vit Nam l :-

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Xy dng mt t chc pht trin vi s tn tm vt tri ,duy tr v gi vng v tr nh sn xut v nhp khu xe my hng u Vit Nam HVN lun phn u v hnh phc v an ton ca ngi dn cng nh v s pht trin ca kinh t t nc. 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 Lun mang li cht lng cao v gi tr cho cc sn phm dch v.Honda khng ngng phn u v cng hin cung cp nhng sn phm c cht lng cao nht v gi c c mi ngi trn khp Vit Nam chp nhn. Duy tr cam kt ci tin lin tc cho s i mi v pht trin ,phn u lun l nh lnh o trong th trng thng xuyn thay i .

Chin lc sn phm xe my Honda a dng ha v chng loi v gi c cc sn phm trn tt c cc phn khc th trng.

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Gi vng v nng cao uy tn,cht lng sn phm ca Honda. Lin tc i mi v mu sc ,kiu dng v mu m Cam kt sn xut sn phm thn thin vi mi trng.

2.Tng quan th trng xe my HondaVit Nam l mt trong nhng nc c t l s dng xe gn my cao nht trn th gii. Xe my l phng tin i li quan trng v ph bin nht ti Vit Nam,chim t trng gn 90 % ti cc thnh ph ln. Do y thc s l th trng ln, y sc hp dn i vi cc hng xe . V i km theo , tnh cnh tranh l rt khc lit. Honda l hng c th phn ln nht nh li th ch yu l ngi tin phong v hin ang nm vai tr dn dt th trng. Thng hiu ny lun l top c quan tm trong tm tr ngi tiu dng lnh vc xe gn my. Bng s liu v sn lng bn ra ca cc hng trong cc nm gn y Cc hng xe S xe bn ra (n v triu xe ) v t l % Nm 2005 Nm 2006 Nm 2007 1.8 52.6% 1.6 50.95% 1.1 39.7 % 0.4 9 0.3 3 0.2 4 14.3 % 9.65 7% 16.4 % 100% 0.5 15.95% 0.7 6 12.7% 9.5% 10.8% 100% 0.3 7 0.3 2 0.2 1 2.7 7 27.4 % 13.4 % 11.5 % 7.6% 100& Nm 2008 0.8 42.7 5 % 0.5 25.1 % 12.6 % 10% 9.5% 100% Nm 2009 1.4 56.15 3 0.5 2 0.3 2 0.2 5 0.2 3 20.45

Hond a Yama ha Suzu ki SYM

0.4 0.3 0.3 4 3.1 4

0.2 5 0.2 0.1 9 1.9 9

12.5% 9.8% 9%

0.5 Khc 6 Tng 3.4 2

2.55 100%

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3. Cc quyt nh qun tr tuyn sn phm xe my Honda

Cng ty Honda c mt ti th trng Vit Nam t rt lu v l mt cng ty rt c uy tn trn th trng Vit Nam vi mt hng t v xe my. L ngi Vit Nam, khng ai khng bit n thng hiu xe Honda. Ti Vit Nam, xe my khng ch l phng tin i li m nhiu khi cn l cng c kim sng ca khng t ngi dn. S lng ngi s dng xe my v cng ln v mc ch s dng cng v cng phong ph. Nm bt c iu ny, cng ty Honda a ra rt nhiu kiu dng, mu m cho khch hng la chn, tng ng vi nhng mc gi khc nhau, ph hp vi nhiu tng lp ngi dn. T khi c mt ti VN, Honda gii thiu rt nhiu mu m xe mi, ci tin cc mu xe c v lun i u trong doanh s tiu th v mt hng ny ti th trng Vit Nam.Cc sn phm ca Honda lun c nh gi nhm ph hp vi ti a lng khch hng ca h, t nhng sn phm bnh dn p ng nhu cu i li thit yu n nhng sn phm cao cp c gi rt cao nhm tha mn nhu cu s dng, th hin ng cp ca ngi s dng. Duy tr tuyn sn phm hin ti Chnh sch sn phm ca Honda Vit Nam ch yu nhm vo khch hng mc tiu ca h.Vit Nam l mt nc nng nghip vi 70% dn s lm ngh nng v sng cc vng nng thn y cng l tng lp trung bnh ca x hi l lc lng nhng khch hng ch yu ca cng ty trong sut nhng nm qua. Cc chin lc nh gi ca Honda v cng ng n, minh chng r rng nht l vic h c mt Vit Nam t rt lu, sau nhiu nm kinh doanh, cha bao gi Honda tr thnh mt thng hiu c m cng ty vn tip tc pht trin, thm ch cn ngy mt chim nhiu th phn hn.10

S a dng ha v chng loi v gi c cc sn phm trn tt c cc phn khc th trng ca Honda.( Bng gi cp nhp thng 11/2010) Dng xe 1. SH 125cc SH150cc 2. Air blade FI Magnet Air blade FI 3. Lead 4. Click play 2010 Click Exceed 2010 5. Future X FI Future X 6. Wave RSX FIAT 7.Wave RSX 8. Wave RS 9. Wave S 10. Wave alpha 11. Super Dream Gi c (triu ng) 99.99 121.99 34,99 31,99 31.99 32.49 26.49 25.99 26,99 27,99 21,55 22,55 26,59 27,59 17,49 18,99 16,49 17,99 15,49 16,99 13,69 16,39 Chng loi Xe tay ga cao cp Xe tay ga hng trung Xe tay ga hng trung Xe tay ga hng trung Xe s hng trung Xe s truyn ng v cp CV Matic Xe s Xe s Xe s Xe s Xe s Phn khc th trng Tng lp thng lu Tng lp trung lu, kh gi Tng lp trung lu, kh gi Tng lp trung lu ,kh gi Tng lp trung lu, kh gi Tng lp trung lu Ngi c thu nhp trung bnh ,thp Ngi c thu nhp trung bnh ,thp Ngi c thu nhp trung bnh ,thp Ngi c thu nhp trung bnh ,thp Ngi c thu nhp trung bnh, thp

Danh mc sn phm ca Honda rong thi im hin nay Quyt nh b xung loi sn phm p ng th trng tt hn, Honda Vit Nam a dng ha sn phm vi nhiu kiu dng, gi c thch hp cho nhiu on th trng khc nhau.

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Honda Vit Nam khnh thnh nh my th nht vo thng 3 nm 1998 ti Vnh Phc. Cng trong nm ny, cng ty cho ra i chic xe Super Dream u tin. Super Dream c kiu dng thanh lch, ng c mnh m v bn b. ng c 100 phn khi 4 k 1 xi lanh. Super Dream c mt mu nu duy nht. T n nay Honda khng ngng pht trin cc dng sn phm ca mnh ngy cng a dng vi nhiu phn khc th trng khc nhau. Sau y l mt s sn phm b xung ca Honda c th hin qua cc thi k. -Thng 12 nm 1997 xut sng chiu xe Super Dream u tin -Thng 9 nm 1999 ra mt chic xe Future mu xe u tin dnh cho th trng Vit Nam -Thng 2 nm 2002 ra mt dng xe Wave gi r - Thng 1 nm 2005 gii thiu mu xe Spacy 102cc sn xut ti th trng Vit Nam -Thng 4 nm 2006 ra mt xe Future GT -Cui thng 10 nm 2006 Gii thiu kiu xe Wave 100S nhn k nim 10 nm thnh lp v Honda cng chnh thc gii thiu mu xe tay ga hon ton mi mang tn CLICK ra th trng - Thng 4 nm 2007 : Ra mt xe tay ga Air Blade -Thng 12 nm 2008 :Ra mt xe tay ga Honda LEAD -Thng 11 nm 2009 Honda Vit Nam chnh thc gii thiu mu xe SH ti th trng Vit Nam - Ngy 28 thng 3 nm 2010 Honda gii thiu cng ngh mi CV Matic H truyn ng v cp dnh cho xe s - Ngy 16 thng 9 nm 2010 Honda ra mt xe PCX mi Quyt nh ko dn xung di Vo u nhng nm 2000 ,th trng xe my c s tng trng rt mnh m .Nhu cu s dng xe gn my ca ngi dn Vit Nam khng ngng pht trin v gia tng.Sau khi cng ty lin doanh HVN c thnh lp v i vo hot ng th mt s hng sn xut xe my ln khc cng tin hnh lin doanh vi Vit Nam thnh lp nhng cng ty lin doanh sn xut xe gn my nh :Suzuki VIt Nam,Yamaha Vit Nam ,VMEP ca tp on SYM Th trng xe gn my ngy cng tr ln a dng bi s xut hin ca xe gn my gi r n t Trung Quc ,chng loi phong ph thc s ph hp vi ngi tiu dng Vit Nam c nhu cu s dng xe gn my song li c thu nhp thp hoc ngi dn c nhu cu i mi xe song li khng c tin 12

Trong bi cnh Honda thc s bc vo cuc cnh tranh kp ,mt bn l cc lin doanh sn xut v lp rp xe gn my ti Vit Nam,mt bn l nhng sn phm xe gn my Trung Quc gi r nhp khu t vo Vit Nam.Cuc cnh tranh gi y cng ch cn l cnh tranh gia cht lng,kiu dng m cn l cuc cnh tranh v gi c v thng hiu sn phm. ng trc tnh hnh Honda c quyt nh ko dn sn tuyn sn phm ca mnh xung di nhm dnh li th phn xe my bnh dn b chim lnh bi xe my nhp khu t Trung Quc v cc hng xe khc vi vic cho ra i dng xe Wave gi r vo thng 2 nm 2002 . Wave Alpha l kt qu ca nhng n lc nghin cu v pht trin ca Honda Vit Nam vi mong mun mang li cho khch hng Vit Nam nhng sn phm c cht lng Honda ton cu vi kiu dng bt mt v gi c hp l. y l mt mu xe my c tp on Honda ch khai thc gc lin kt sn xut mang tnh ton cu. Theo Honda, chic Wave Alpha c cung ng linh kin bi nh my Honda Tn i Chu ti Trung Quc v c thm 8 doanh nghip Vit Nam (VN). Nhng linh kin ny c sn xut vi gi thp dnh ring cho mu xe Wave Alpha.

Cho n nay ,t sn phm Wave alpha ban u Honda khng ngng pht trin v ngy cng hon thin hn vi s thay i v mu m v nang cao cc tnh nng. Dng sn phm Wave vn l dng sn phm ch lc ca Honda nhm vo khch hng mc tiu l tng lp c thu nhp trung bnh thp.

Quyt nh ko di ln pha trn

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Sn phm Spacy 102cc ca Honda Vit Nam c ra mt vo thng 1 nm 2005 nh du s gia nhp th trng xe my tay ga ti Vit Nam.

Spacy 102cc cua Honda Vit Nam Nm 2004 th trng Vit Nam nhn nhp vi tng mc tiu th ln n 1,6 triu chic. Cng ty Honda VN vn l n v dn u vi mc bn ra ln n hn 500.000 chic. Nm 2004 cng l nm th trng xe my cao cp c bc chuyn ng k,c bit l cc dng sn phm xe ga . Dng sn phm xe tay ga vn c nh gi rt cao vi s tin dng v kh nng vn hnh. C mt s liu lm khng t ngi phi git mnh, theo c tnh ca Hip hi Xe my, th trng Vit Nam nm 2004 tiu th khong 12% xe tay ga, tc khong xp x 200.000 chic, (trong khi nm 2003 s xe tay ga bn ra ch vo khong vi chc ngn chic). Xe tay ga xut hin hu khp cc thnh ph ln H Ni, TPHCM, Nng, Hu, Hi Phng, H Long, Nha Trang Nhng trong nc, cc nh sn xut xe tay ga c thng hiu v u t bi bn ch m trn u ngn tay. Trong , VMEP vi 2 nhn hiu Attila v Excel bn c khong 60.000 chic. Nu nh nhng nm 2000 2001 xe my TQ vo thi hong kim, t vo th trng VN vi ci gi r cha tng thy : 6-7 triu ng/chic, th nm 2004 l thi ca xe tay ga TQ. Trong khi nhu cu th trng v xe tay ga tng trng t bin, th cc DN lp rp xe my trong nc ch m trn u ngn tay . Hng SYM mt mnh mt ch vi nhn hiu Attila, v Excel. V cng ch c Hoa Lm m chin dch tip th bi bn cho xe tay ga i Loan HaLim X0. Ngi tiu dng c t s chn la: mua xe nhp khu hng hiu Spacy, Dylan, SH th gi qu cao, cn xe trong nc th ch c vi thng hiu, t mu m. Tnh hnh ny to thi c cho xe tay ga gn ng c TQ t vo VN di mi loi gi, mi thng hiu. Dng nh thc tnh trc sn nh b ln chim Honda nhanh trng nghin cu th trng v ua ra dng sn phm tay ga Spacy 102cc gn ging vi Spacy 125 ca Honda Nht Bn cnh tranh vi cc sn phm xe my tay ga khc. Honda Spacy mi l kt qu ca s pha trn hon ho gia xe Spacy 125cc vn c nhiu ngi a chung vi nhng tnh nng vt tri, s vn hnh tin tin nht ca ng c xe tay ga 102cc - mt thit k mi ang thnh hnh ti Nht14

Bn. ng c 4 th, 01 xi-lanh, s dng xng, dung tch xi lanh 102cc ca xe c nghin cu ph hp vi iu kin giao thng ti Vit Nam, tit kim ti a nhin liu, ph hp vi tnh hnh xng ngy cng tng gi .Hn th na Spacy 102cc c bn vi mc gi l 34.500.000 ng/chic. Nh vy, so vi xe ga Spacy 125 hin c mt t lu trn th trng, Spacy mi c gi bn ch tng ng mt na. Vi mc gi va phi, cht lng khng thua km hng nhp khu v ch hu mi tt, nhng dng xe tay ga thng hiu Vit em li rt nhiu thnh cng ngay sau vi sn lng xe bn ra khng ngng gia tng trong nm 2005. Tuy nhin sn phm ny ch chim c u th trong mt thi gian ngn do s cnh tranh gay gt trn th trng v t cc sn phm tng t ca cc i th vi chnh sch gi c v cht lng rt hp dn nh chic Atilla ca SYM vi gi t 23 n 28 triu ,chic Amitty 125 ca Suzuki vi gi 25,8 triu hay chic Zip 100 ca Piaggio vi gi 29,9 triu

Attila Victoria

Suzuki Amity 125

Quyt nh ko ln th trng xe tay ga cao cp vi sn phm Honda SH Ngy 7 thng 11 nm 2009 Honda Vit Nam chnh thc gii thiu mu xe SH ti th trng Vit Nam. t ph trong kiu dng ln tnh nng, Honda SH l s kt hp tuyt vi gia li thit k lch lm theo phong cch chu u v cng ngh tin tin Nht Bn em n kh nng vn hnh u vit, th hin ng cp ca ngi cm li. chnh l c quyn ch dnh ring cho nhng ai am m s hon ho.

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Xe SH c gii thiu ti Vit Nam l th h th 4 trong dng xe Honda SH ti chu u v trn ton cu. Th h SH u tin c gii thiu vo nm 1984, v sau nhanh chng ph bin trn cc ng ph chu u nh vo thit k y phong cch, vn hnh mnh m, thoi mi ngay c trn cc con ng c knh lt chu u. SH khng ngng c Honda ci tin v lun l mu xe bn chy nht trn ton chu u. Honda c bit ch trng n vic xy dng tnh cch cho Honda SH, v khng ch l xe tay ga cao cp, chic xe ny cn th hin ng cp ca ch s hu. Honda SH l kiu xe hng u v kh nng vn hnh, an ton vt tri v bo v mi trng cng nh l kiu xe ng u trong cc dng xe ca HVN v s tin nghi, thoi mi khi vn hnh. Sau y l nhng tnh nng ni tri chnh ca SH Xe SH cao cp v sang trng vi thit k mi phong cch v tinh xo. SH c trang b ng c 4 k nh gn lm mt bng dung dch vi h thng phun xng in t PGM-FI gip vn hnh mnh m, tin cy v kh nng tng tc nhanh chng. H thng phanh (thng) kt hp (Combi brake) tin tin vi phanh a sau an ton hn. Tin nghi cao cp vi khng gian chn rng thong v hc ng "U-box" thun tin Quyt nh lm ni bt sn phm LEAD Xe tay ga chun mc mi ca Honda Vit Nam

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Lead c dy cng thit k vi mt kiu dng ton cu, ph hp vi ng o khch hng mi la tui v gii tnh. Hn th na, xe cn ph hp vi nhiu iu kin s dng khc nhau, t nhng ni yn ti ph s sm ut, ha nhp c cng thin nhin. Do , n cng s d dng ha nhp vi Vit Nam - mt t nc vi sc thi a dng, t nhng nt ng, Trung Hoa ti phong cch Phng Ty. Kiu dng ca Lead c ph hp c vi trang phc ca ngi s dng trong nhiu hon cnh khc nhau t i hc, i chi, hn h... c bit, xe LEAD gii thiu ti Vit Nam cn c 2 mu mi l nh hng v nh vng vn c pht trin da trn cm hng t chic o di Vit Nam. tng bt ngun chnh l t o di bng la tung bay, thay i mu sc theo tng gc nhn khc nhau. V 2 mu mi EZ - Flip ny cng thay i mu sc theo tng gc nh sng khc nhau . LEAD l chic xe tay ga m Honda t tin gii thiu ti Qu v khch hng nh mt i tc tin cy, mt ngi bn thn thit cng nh mt phng tin khng th thiu trong mi gia nh Vit Nam. V th khch hng Vit Nam nhanh chng hng ng tng mi ny ca Honda. Lead l ci tn c Honda trnh lng chu u t vi thp k trc nhng y l ln u tin n c mt Vit Nam. Thit k ca Lead tha hng nhng cng ngh ch to xe tay ga ca Honda nh ng c c t v tr thch hp, bnh sau nh li tng khng gian cho cp, bnh xng di sn xe. Honda Lead Vit Nam trang b ng c phun xng in t PGM-FI, dung tch 108 phn khi lm mt bng dung dch, cng sut 9 m lc, m-men xon cc i 9,2 Nm. H thng phanh kt hp vi chc nng khi bp tay phanh tri th lc phanh s tc ng c phanh trc v phanh sau. Phanh a cho bnh trc v c cho bnh sau. im ni bt ca Lead l cp ng rng, c th va hai chic m bo him, ti ng laptop hoc vt cu lng. Theo iu tra ca Honda Vit Nam, cp rng l im quan trng nht th hai khin ngi tiu dng chn SCR, sau yu t gi hp l. Chiu cao yn 740 mm nn thch hp vi hu ht ngi s dng. Trng lng kh 115 kg. LEAD l mt chic xe hon ho dnh cho nhng ngi yu thch phong cch sang trng v cao cp.

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Chic xe PCX cht lng nh cao Ngy 15 thng 9 nm 2010, Honda Vit Nam chnh thc gii thiu dng xe PCX ra th trng Vit Nam. PCX 125 - dng xe chin lc ton cu ca Honda c thit k hon ton mi nhm hng n nhiu quc gia trn th gii nh Chu u, Nht Bn v mt s nc Chu . Honda PCX 125 xut hin vi kiu dng cun ht kt hp hi ha vi gam mu thi thng v thit b ng cp. Mu xe ny c trang b ng c pht trin mi 4 th 125cc gim thiu ma st cng vi h thng lm mt bng dung dch v h thng phun xng in t PGM FI. c bit, ln u tin xut hin trn cc dng xe my ca Honda l H thng ngt ng c tm thi - tit kim nhin liu v thn thin vi mi trng. Vi PCX 125, Honda mong mun gii thiu ra th trng Vit Nam mt chic xe ga t n s cn bng gia cc tnh nng bao gm vn hnh thn thin vi mi trng, s thoi mi cho ngi s dng, cht lng u vit v thit k thi trang. ng c 125cc mi tit kim nhin liu v thn thin vi mi trng ng c 125cc cng vi b tn nhit nh gn kt hp h thng ngt ng c tm thi . Hn na, Honda PCX cng l mu xe 125 cc u tin ca Honda trn ton th gii c trang b H thng tch hp cng my pht in m bo xe khi ng cc k m i, nh nhng. To nn tiu chun cao hn v an ton Thit k ton cu v t th li xe thoi mi PCX cn mang n t th li thoi mi vi yn xe rng v di, c thit k thng minh kt hp cng ch chn rng ri to t th li xe ht sc thoi mi v an ton. Yn xe cng ch da cho lng to nn t th thoi mi cho c ngi li v ngi ngi sau. Vi Honda PCX mi, ngi s dng c th dui thng chn v tn hng nhng cung ng m i. Gc li hp cho php ngi li d dng xoay tr nhng cung ng hp. Hc ng di yn xe c th cha c mt m bo him c u cng nhng vt dng khc.18

Mu sc thi thng PCX c 4 mu thi thng bao gm en, Trng, v Vng.

Quyt nh hin i ha sn phm Xe my tay ga Click So vi cc i th cng hng, chic xe mi ra mt ca Honda Vit Nam (HVN) ni tri nh ng c c lm mt bng dung dch. Ngoi ra, h thng phanh c kh nng t cn bng cng l mt u th khc ca Click. Chic xe my tay ga Click c gi bn 25,5 triu ng. Xt t kiu dng cho ti dung tch ng c v gi thnh, i th trc tip m Click nhm ti l chic Yamaha Nouvo. Sn phm ca Nouvo thot nhn thanh thot hn d kch thc chiu di ch chnh lch khng ng k (1.935 mm ca Nouvo so vi 1.890 ca Click). Thit k tng th ca Nouvo cng c nh gi l bt mt hn. Phn u xe Click nhn kh honh trng vi cm n pha halogen ln nm chnh gia. Tm p n trong sut

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hnh ch V vi hai cnh bc ly hai bn mt n hnh tam gic, rt hi ha v mu sc v hnh dng vi ming chn gi trn tay li. Nhng ng x trn mt n, ming chn gi cng hai n xi-nhan chy hch ln trn to kiu dng th thao mnh m. Nhng nt khe khon ny khng truyn c xung phn di cm n pha v phn ui xe cng c cu to n gin hn nhiu. Tuy nhin, n tng mnh nht ca Click n t nhng cng ngh m n c trang b. u tin, ng c 4 th 108 cc ca xe l loi duy nht mc dung tch ny c lm mt bng dung dch. Thng thng, cc xe ga dng compact (dng nh) s dng phng thc lm mt bng gi cng bc do khng cn phi dnh ch cho b tn nhit nh phng thc lm mt bng dung dch. Bng vic tch hp b tn nhit vo ngay trc c, ng c xe Click va c lm mt tt hn, va c c ch chn rng ri dnh cho ngi iu khin xe. c "gii nhit" bng c qut gi ln dung dch nn ng c xe Click hot ng vi hiu qu cao hn, do vy tit kim nhin liu hn. Ngoi ra, xi-lanh c bao bc bi dung dch nn gip gim ting n v lng kh thi khi vn hnh. Tnh an ton ca Click cng c ch trng vi h thng phanh kt hp CBS. Cn phanh phi kim sot hot ng ca phanh a gn bnh trc; trong khi cn phanh tri khng ch kim sot hot ng ca phanh c pha sau m cn ca c phanh trc thng qua b phn cn bng. Khi s dng c phanh trc v phanh sau, s kt hp ny gip phn b lc phanh hp l hn. Ngoi ra, cn bn tri cn c ly kha khi dng xe s kha phanh sau, ngn xe di chuyn ti lui khi khi ng hay khi on ng dc. Chn chng bn c lp cng tc loi b s c xe bt ng di chuyn khi khi ng. Wave 110 S: Chun mc mi cho dng xe s:

Honda Wave 110 S c thit k theo phong cch ph thng, nhm bin chic xe tr nn thn thin v ph hp vi tt c mi khch hng s dng. Kiu dng lnh20

lnh truyn thng ca Honda c gi nguyn, km theo b tem thanh thot v mm mi mang li v thn thin, d gn. Chic xe c sn xut vi hai phin bn phanh a v phanh c (phanh m) v u c s dng loi vnh nan hoa (vnh cm). Honda Wave 110 RS: Thi trang v th thao

Wave 110 RS l phin bn c nh gi l s lt xc trong phong cch thit k ca Honda. S ci tin v thit k c tri u trn ton b chic xe. Cm tay li vi thit k y n lm tng din tch ca n pha va to ra cht hin i va mang li chiu sng cao. Cm hin th trung tm c kch thc ln v c iu chnh gc nghing gip ngi vn hnh va d quan st cng nh lm cho vic quan st vo ban ngy c tt hn. Cm ym trc vi kiu dng th thao hao hao vi gc ym nh trn chic Honda Air Blade a ti s gn gng v kh nng kh ng hc cao. n hu vi n xi nhan th thao nh nhn v sc nhn mang li v hin i v thanh thot trong tng th thit k ca Wave 110 RS. Honda Wave 110 RS c sn xut vi hai phin bn vnh nan hoa (vnh cm) v vnh c. C hai phin bn ny u s dng loi phanh a cho bnh trc. Wave 110 mang ng c mnh m Da trn nhng kim nghim v gim st ni b, Honda Vit Nam cng b ng c ton ton mi ca Wave 110 c kh nng tng 16% cng sut. ng thi tit kim 5% nhin liu s dng so vi dng xe Wave 100 trc .

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ng c Wave 110 s dng l loi ng c 4 k, xy lanh n, 110 phn khi, lm mt bng khng kh. Chic xe c kh nng t tiu chun Euro 2 v kh thi. ng c 110 phn khi ca dng xe Wave mi c kh nng sn sinh cng sut ti a mc 8.1 sc nga ti vng tua my t mc 8000 vng/pht. Ln hn cng sut ca chic Wave RSX gn 1,3 m lc. Honda Wave 110 s dng cng ngh hon ton mi vi xy lanh lch tm, con ln c m, pit-tng s dng vt liu chng xc v c s dng cht liu nh. c bit, ng c Wave 110 s dng ng du d tr cho pt tng nhm lm mt v tng hiu qu cho h thng bi trn. Honda Air Blade - Bn lnh n ng

Khng cn trn trnh, bu bnh nh nhng chic scooter khc, Honda Air Blade xut hin vi kiu dng hin i, gc cnh y nam tnh. Phn u xe bao gm cm n pha kt hp vi mt n xe em li cho Air Blade dng v y c tnh. ui xe vut ln cao to kiu dng th thao. Cm n hu dng i-t (LED) pht sng. im t ph l mt ng h c thit k trn nn d quang xanh vi tn hiu n xi-nhan c thit k ln, tng t nh loi s dng cho xe hi, gip ngi s dng d dng quan st cc thng tin quan trng khi iu khin xe nh h thng n bo, tc , lng xng...

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Phn sn xe c nng cao tch bit gia 2 chn to cm gic chc chn cho ngi li. Khng cn gim xc n yu iu nh Click, Air Blade dng gim xc i khin chic xe chc chn hn v c kh nng thch nghi vi mi con ng. Honda Air Blade c trang b thm nhiu tnh nng an ton nh ly kha phanh, chn chng in. Ly kha phanh ca hot ng tng t nh phanh tay ca xe hi. Ly kha phanh khi dng xe s kha phanh sau, ngn xe khng di chuyn khi khi ng hay khi on ng dc. Ln u tin trong cc xe sn xut trong nc c trang b chn chng in. Vic a thm cng tc chn chng bn ngn xe khng di chuyn bt ng khi khi ng cng nh d dng tt my khi dng xe. Hc ng ln vi dung tch 17 lt di yn xe c ch m bo him v nhng vt dng c nhn khc. Hc ng c th m mt cch d dng bng 1 thao tc nh l n cng tc yn xe c b tr nm bn cnh kha t. Mt li th ln so vi cc kiu xe khc, bnh xng ca Honda Air Blade c thit k v tr mi, to thun li khi xng m khng cn phi m yn xe. Np bnh xng c th m bng cch n vo nt nm ngay cnh kha a nng tng t nh xe hi. Mc d ch c trang b ng c 108 cc nhng Air Blade hot ng rt m i, truyn lc mnh m cho kh nng tng tc tt v nh nhng. Do ng c lm mt bng dung dch tch hp, Air Blade c coi l kiu xe tit kim nhin liu nht trong dng xe ny. Xy-lanh c bao bc bi dung dch, do vy gip gim ting n v lng kh thi. Mt tnh nng an ton cao cp c trang b trn Air Blade l h thng phanh n by mi. H thng phanh kt hp phn b lc phanh gia bnh trc v bnh sau thng qua h thng cn bng ch khi cn phanh tri hot ng. Tip tc s thnh cng ca Honda Click vi hn 34.000 chic c bn ra, Honda Air Blade s l c hch mi trn th trng xe tay ga K nguyn mi - Honda Wave RSX FI AT Vo ngy 28 thng 3 nm 2010, Honda Vit Nam gii thiu ra th trng dng xe s s dng h thng truyn ng v cp (CV Matic) kt hp cng h thng phun xng in t PGM FI v ng c 4 th 110cc mang tn Honda Wave RSX FI AT. H truyn ng v cp dnh cho xe s CV Matic v cng ngh phun xng in t PGM FI

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New genesis M ra k nguyn mi v tri nghim khc bit Vo nm 1958, Honda ra mt dng xe Super Cub C100 ti Nht Bn. T , xe my Honda khng ngng c ci tin nhm nng cao kh nng vn hnh v thn thin vi mi trng, ni bt l ng c 4 th vi trc cam t trn nh xy lanh (OHC) v h thng phun xng in t (PGM-FI). Vo thng 9 nm 2009, Honda Nht Bn ln u tin cng b cng ngh CV Matic h truyn ng v cp dnh cho xe s, m ra k nguyn mi, ha hn s mang ti nhng tri nghim hon ton khc bit trong s dng xe gn my. H thng truyn ng v cp dnh cho xe s mang tn CV Matic d dng tch hp vo cc ng c xe s th h mi gip d dng vn hnh m khng cn sang s vi thit k nh gn. CV Matic H truyn ng v cp dnh cho xe s PGM FI Tit kim nhin liu v thn thin vi mi trng V vy, mu xe Wave RSX FI AT vn hnh nh nhng v m i ging nh cc mu xe ga nhng c mc tiu hao nhin liu tng ng dng xe Wave 110 v tit kim hn 18% so vi cc dng xe ga thng thng ca Honda (theo kt qu th nghim ni b ca Honda trong iu kin tiu chun ECE 40). Hn na, kh thi ca Wave RSX FI AT t n chun mc cao v kh thi sch vi lng pht thi CO v HC thp hn nhiu so vi tiu chun nghim ngt Euro 3.

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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 Thnh qu t c Kinh nghim thc t cho thy nhu cu v cng ngh mi Vit Nam l hon ton c tnh cht thi s.Honda lin tc u t tm ti, nghin cu nhng bc t ph trong sn phm. ng thi khng ngng thay i kiu dng nhm lm tng s a dng mu m, p ng ngy cng cao s mong i ca khch hng.in hnh l dng xe my Wave v Future. Khng nhng th, nhng sn phm mi ca Honda lun c nghin cu k trc khi tung ra th trng, v khi chng xut hin phn ln gy nn cn st mnh trong th trng. iu ny c th d dng nhn thy qua mc thnh cng ca Click,Air Blade hay Lead Mt s hn ch Honda hin ti c ba dng sn phm Wave S,Wave RS, Wave RSX th hin ba phong cch khc nhau nhng s khc bit gia chng l rt t v khng r rng khin cho khch hng rt kh nhn din v chn la .S mp m khin cho khch hng lng tng v khng nhn din mt cch thu o s khc bit ca sn phm em li. Vic thay i mu m v mu sc ca cc sn phm mt cc qu nhanh trng trong mt s trng hp cng khng em li hiu qu . C vi thng cc sn phm li c lt xc vi mu sc v ng nt mi.iu lm cho khch hng bn khon khi la chn cho mnh mt chic xe .Vic chy theo xu th thi trang qu nhanh cng khin cho khch hng cnh gic v s rng chic xe mnh mua s nhanh b li mt. Vic p dng cng ngh hon ton mi vo chic xe Wave FIAT c s bt hp l v khng pht huy tt hiu qu .Khi mt cng ngh hon ton mi c tch hp trn mt hnh nh c . 2. xut nhm nng cao hiu qu qun tr tuyn sn phm xe my Honda Chun b k cng v nghin cu th trng v thit k cc sn phm ph hp .i mi cng ngh, thay i kiu dng.25

Khng ngng p dng cng ngh tin tin vo sn phm Rt nhiu doanh nghip thnh cng thng xuyn c mi quan h vi cc vin nghin cu, thng xuyn i mi cng ngh, thay i kiu dng, a ra kiu dng mi. Cn lu th trng Vit Nam, k c tht trng ni a, tr thnh mt b phn ca th trng ton cu . Thng xuyn kim tra gim st v nghin cu s iu chnh ca i th cnh tranh c chnh sch sn phm ph hp a ra kiu dng mi.

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TI LIU THAM KHO

1.Gio trnh qun tr Marketing 2. Gio trnh qun tr chin lc 2. Bi ging qun tr Marketing

Philip Kotler

B mn Marketing - Trng H Thng Mi 3.Cng ty Honda Vit Nam www.honda.com.vn 4.Din dn t xe my Vit Namwww.bikervietnam.com

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