Tiểu luận Phân tích tiến trình quản trị Marketing của Heineken | Đại học Khánh Hòa

Tiểu luận Phân tích tiến trình quản trị Marketing của Heineken | Đại học Khánh Hòa. Tài liệu gồm 39 trang giúp bạn tham khảo, củng cố kiến thức và ôn tập đạt kết quả cao trong kỳ thi sắp tới. Mời bạn đọc đón xem!

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Tiểu luận Phân tích tiến trình quản trị Marketing của Heineken | Đại học Khánh Hòa

Tiểu luận Phân tích tiến trình quản trị Marketing của Heineken | Đại học Khánh Hòa. Tài liệu gồm 39 trang giúp bạn tham khảo, củng cố kiến thức và ôn tập đạt kết quả cao trong kỳ thi sắp tới. Mời bạn đọc đón xem!

104 52 lượt tải Tải xuống
Qun Tr Marketing
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
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555 =>?32*;<@3A
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1. Lch sử hình thành:
@OP3:
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GGFG7?KA3H?NDB GGFGRMB`O_Z^
T?DQa^ZJb =?R GGFGM3?DK*3Oc
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GGFG7?T?BX+ 0h? GGFG7?K+
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O_Z^T?J?C7?Kd-%%%9KAC7?R
GGFGO_Z^K9V303f7T? GGFGRGR=?GRh65Rh55lR
"GOG?kBORlqqGK;30BAGBTBr GGFGKNO00
T?AFs7?RC MRtRW_?RWN)V X+:
RuK6?
e)%#R GGFG7?D;E3Kk?"B?7_Z^h`^
7?TP8S;dCK+77?i++5jGB+;d
00KaC303"B?7TK`P7?i+5j
Những Bí quyết Thành công:
$!%&'! vBNA&1%R:Z^F,Df3L>M3;E39
VO?M:3033Vw3H?;d7 GGFG;d77
M^^DxMdBF03y
()"*"+ " vGBM3M3F_BO0;d7B3Q3`?hOGOO
\GGFK5GT?k GGFG3p;d7B3QJ?O?T?hkrGOG
`N?B3033M3J7>3 GGFG3:;d7T?
k^;<?3LN??K3pMKz3?Ff7
2. Bao bì sn phẩm:
Chất lượng bên trong:
;dK*K3^;E3H?T?GGFGF3?DI3Bk{TC;PJ3T^
FdD9Ah?GGFGD;d33Tb303A7Q^
|XDMlh1oOck@;3F
|=}?C3D;E332>?F~;•iBC3KB{?€<DL}?C3B^R
3s3^RD_T_Bkk;•V^j
|•TPB? BTBiXGBFL>AF?3^j
|=BCGlUGODM3^ikBtiến sĩElion23S3H?nhà báo Louis PasteurDG
D;dK*3BT?GGFGM;dK*D.3;DM3D0B^7?GD;E33^
`C@~K33^3B%3dOPO_Z^T?0j
|/:+‚
)
D;E3k{B?3FDLD_T_B3BT?`;dK*
QF^
L3L33^;ET?;7?T?GGFGDf_g?g0A
.bA7DQKBDO_,__g?d)%3DBCFL?
KNfT? GGFGsB3033M33^;ET?Kf
7D;d3A@^A
Kiểu dáng sang trọng bên ngoài:
/s3DT? [5[/[DQA2;<Oƒ~DZ?0D.;K
FLk0O?23H?KzT?bF?D<be(#-3BD?Z?3H?
GGFGK„KNKDfPZ?0gV3d-%eIZ?0
;E;3BAAKOJ3OVRO>;d0RQF
C*;<7?3T?kC„BR3?3IsK3?3Ik
Logo:
=BB3H?GGFGNO>DM3D0BTL;EO?B130;E;3B303
V3PT_D^R;3RRc?K303V3dT_CBAGGFG
O?BDz3uTL;E303?3T?VZ^OJ303D91%%
e`3`…G†BkS3`GFGD;E3D.AM3033V;`
;d.3;<?C3_03B_0F;dJ3GGFG
B?k;3S3B?BTBA7O_Z^?T?
Slogan: ‘ IT COUND ONLY BE HENIKEN’
=39F,73:3H?GGFG+9F,7{EKg_30B
3D;??k>?KBD.:3H?O_,
2Jk;<;F;DVKGGFGkB3OJ3}DFLk0O?
2KOs3D.;TAB2JDPAkk
Và chỉ Heineken mới mới thể hiện được phong cách sang trọng và chất lượng hành
đầu thế giới mà không phi hãng bia nào cJng có giúp khách hành thể hiện được
‘cái tôi’ của mình.
Giá c:
Bảng giá bia Heineken cập nhật thị trường Tết Nguyên Đán 2019
Quy cách Loại Giá
Giá bia Heineken chai Tết 2019
&
&
Bia Heineken
chai nhỏ
250ml
21,000
đ/chai
Bia Heineken
chai nhôm
330ml
50,000
đ/chai
Thùng bia
Heineken chai
nhỏ 250ml (20
chai)
420,000
đ/thùng
Giá bia Heineken lon Xuân 2019
&
Bia Heineken
lon nhỏ 330ml
15,500
đ/lon
Thùng bia
Heineken lon
300ml (24 lon)
368,000
đ/thùng
&
Thùng bia
Heineken lon
330ml (24 lon)
398,000
đ/thùng
Giá bia Bom Heineken Xuân 2019
&
Bom bia
Heineken 5 lít
520,000
đ/bom
Bom bia
Heineken 5 lít
nhập khẩu Hà
Lan
590,000
đ/bom
Giá bia Heineken nhập khẩu Tết 2019
Bia Heineken
chai nhỏ
250ml nhập
khẩu pháp
(xách 20 chai)
590,000
đ/xách
Bia Heineken
bom 5 lít nhập
khẩu pháp
600,000
đ/bom
Bia Heineken
lon lớn 500ml
(thùng 24
chai) nhập
khẩu Hà Lan
650,000
đồng
3. Sứ mệnh & Tầm nhìn của Heineken:
Sứ mệnh:
x GGFGTL;E3H?;dK*3?B3^KVA/V
;303fT?F03R GGFG3?F;dK*VK>BBO_
Z^M2?T?‡3^;E3?BR;dK*7_BDGD3B`;<TC
MQ3s/3fBF03A3LFˆD*K;E
MK;dK*RO>:7; GGFGy
6`;dK*VKD?A3^;E
Tầm nhìn:
h_BK7f7 GGFGARe3;<3^;E3@3F03K
PfT?DQA
 ,-./0
1 .Môi trường vĩ mô:
4VF
o e;PFe)%(3LDCJ3$R#oe;PZ^F,3_ek>
T0BPJ3)Ro
J3D,A@O_,T?RD.T7T?3^3?BKT?3^_T_Be
;P3O93H?*;<T?7?B;d?
o _;EA@T?P7?Oƒe;Pb-oU'o]eB`e
BDT?3^D;E3k>T0Be;P?^kBO>k*33L3H?
F03M3*;<T?Tk9O?*;<3^FJ3N
eA
o :3-ei)%$U)%(jRV3DMe;PDCFB_$R1#oRDC@3AP3N
^3_?DBC1eGBWV3M?Bi$R1U$R#oj
NTg9DQ;<e)%(3H?7?;3:DC1(R17DXR
;dD;d)1(#‰"Re&(‰"OBKe)%#
BKk>F3H?+:HRNTg9DQ;<e)%(3?Bd'#
‰"RkB6"83_e)%(e#R%(oOBKeB0
BFDRT0B30B3H?I3@3V3u3BTReO^?BDM3H?B
FGB07e)%(;3:DC%)7DX]?BDMR;d
D;d'1)‰"]?BDMRe-'$‰"OBKe)%#
eO^?BDMe)%(e1R&-oOBKe)%#R3?BdJ3e
1R)&o3H?e)%$KZ^ZpJ3e$R%)o3H?e)%#A9D;E33B
kB>3;E?BDMD;E3TIOKOV?BDM3K73e)%(e3?B
GDP bình quân đầu người ước đạt 2.540 USD, tăng 440 USD so với năm 2015.
Nếu tính theo ngang giá sức mua (PPP) thì thu nhập đầu người năm 2018 ước
đạt 7.640 USD, với mức tăng bình quân 6% hàng năm, đến năm 2020 sẽ đạt
khong 8.580 USD.
ŠI3J3gV3D007?3LK2VRMB`
Fe;P?^FK>3KŠRH;b^C
4 V
3: *U
0 N
1!*2!345 
NA@D.T7b#1oBD
|m;E3XDM3XA)%o$1o
|m;E3XDM3Xk;)%o-1o
1!*6"78")9':
!FLOB03^;EKD_T_BK7O?B>3,RhM4DfT?
;&])%)]Uh4GBDR303O_,;ERT?KDXV33X
_D0JW3,F‹NgV3?DVKDXV33XW+
$U-)%%]h4;3F;A*;<
1!*9;"#<"#=>?6@AB!56
hMD?D;??^Fk>_B=CSR3V03C3H?;ET?RBD
3DLD03};gD*K<?T0KFBD;E3T0;ERT?RX
DM3XDVK;<DFLZGRZG0
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3pD;E3T0;ET?bU'<Kb#U))<!
8;d0)R3pD;E3T0;ERT?b$U))<ib;<ET0;ERT?CF
K>3O9T?gV3K303FK>3RV3AFkB?,>3R_:Rk
*3j8;d0-R<?T0;ERT?>37GBMgD*3H?+:H
3e3JA3Q>3303S3V03C3H?;ERT?
">_B3uD;??gD*D*?DL33MFD;E3T0;E;3dOPR
3dOP0Bk@3R3dOP3eO3k;•R_:k3BŒG•dK733H?3d
g?I3J3kB?7•CkbpAgV3MRpM
4VKe?ZfM
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3D;E393?BK3}?3L;PO>e;P3H?303kB?7DC
B;d?RŽOVF03B9F}3*;<33?BVKF03
3?B3^2VT?F3pVT?3SO>z?fRO>BVL
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D;E33_033H?Mk?B9DC
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_BG303K?3BGT?3dT_G•B?3S}
3s3Z;dKC3Cf303A3J3B^K73Vb%R1DT?•
3Leb?D;E3BfZ;d
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*3M+N"O<H
NDMk9OV3H?7?--;<]F)
NDMk9OVD;E3:T!303^k9OV3H?7?3?3BIk7:3
3H?D^;3
Ik7:3D^-%%$%F)-1R&)ok9OVOVP*i-'$1(&$
;<KBe)%(jMITP7?-I
P%!!Q
V7k9OVGBDMIi;3;Ej
o )-&')1)#?Ak;1Ii)1-$)%?]'%$-#`j
o $1()-$1$;<b1D$'Ii-)(1%1-'?]-)&#'%#)`j
o 1)$)$&&;<A$'Ii)%$1-?]-)'1)-$`j
+}Df3,T*MDd_?3H?0k9OVD;E33?-
I3:+03V;3}?DfOck@PAk9OVk;1
IRb1D$'IKk9OVb$1IPA
Tỷ lệ n s phthuc theo đ tuổi :
Ž7k9OV@M3Ž73H?`;<F3F_e?BDM
i;<@M3jA>3;E?BDM3H?MgV3?8Q@M3T?B
Xk9OVk;1IK;<b$1IPA
=>3;E?BDMT?BXk9OVb1D$'IIŽ7k9OV@M3
P7?e)%&''R'o
Tỷ lệ tr em phthuc :
Ž7ŒG@M3Ž7;<k;DMI?BDMik;1IjOBK
>3;E?BDM3H?MgV3?
Ž7ŒG@M3P7?--R)o
Tỷ lệ người cao tuổi ph thuộc:
Ž7;<3?BI@M3Ž7;<ADMI?BDMi$1|jOBK>3
;E?BDM3H?MgV3?
Ž7;<3?BI@M3P7?R-o
Tui thọ:
I2MB`3pOV9F,23g?2^3BT
<?b}3M;<D;E3O?3BDF3D
II2i3_?:jP7?#$R$I
+BOV3?BdI2T3H?k9OVi#)Ij
I2T3H??#)RI
I2T3H?`(R-I
Biết ch:
GB;3:3H?3}De)%#3$#&%()-;<B.3&'R1)ok9
OV;Pib1IPAjP7?3LD23KKGBDFB_
-(&11-);<FT3`
4V37
U<FD;E33B††<DC37††;7?K73DQ;37
K73^3QB<F‘DQ3H?g037B0;<?g?9D
37303;d0_0F~NB303k9O_Z^bFZ^
7303g?7;dC37D;E3LGB~?Md+LL
37IE303;d7F‹NRF‹eR;d0k{DL3L?
303X>3MBCO_,BD+7X'Q3dT_
|+3@R03RT*RKN72,3J3H?37
|R;d0RgT:g
|I3J3DRVERg_
|+B;<
MkB?7O_Z^37VXCK0LD;E33Q_Z9
k>3BMFBC3DI37
TMFB?2337RDI37Oƒ3B’93?B3^;EO_
,CB?O_,RD?kCB0O_,ReO_;EReeO^
?BDMROck@EF7AKN7
4V>A
U"BF:N7?7D{?R3FNA`3O_Z^
>3,3K3T?A3Q3}2dD303T_Bg_
U>3CF7XAAKN7F3F_e0Ok„DO>?e0
303X>3DQKB3H?kB?7
U+03XAAKN73F_e0OK„3;?D;E3?B.3F_e
33^3SC3BFDRK73e0O_,DQ?F_3D;E3O>
3^Nkk3H?;<Ak{
U^D3V;<D?PA3^DVK^3_303gV3?A
 BCDM370LDKO>?e;<6_
L;<_L3033^_RF:_3H?30337?
;<OVR_L3033^R3^DM3CBD^RX;3K>3
,3u;_L03_O?g0Ock@;T?BTR3?2R303O_,
T!>?“FL9ŽT!;d0B0O
2. Môi trường vi mô:
RGSHT(DST
C-$VB3_;3
h?6S3)(Ro*Q
h?---3$o*Q
h? GGFGi%oDVKT?BK$(oDVKBC3?j
h? MR'o
URGSVWE1TW
(EFXWEFXVWEHE1
(EFYQ"#Z"#[Q\"E6@AB!(8;"
U?TG3BDdK*DJDQ*;<31R'o*QO_;E3030
O_Z^T?C7?
U+03O_,3:3H??TG3B3T?6SzRT?6SZ?RT?---RT?
6S=?GR
U_;E3H?T?6SDC3Ž:Rg?D?TG3BDJJ)BOV303
kB?7O_Z^T?DJDQRKB-303O_Z^T?Pn
U?TG3BD?OP`)'0T?RBD)%0D?BCDMK'
0k>FBCDMB<?RDC3O^eAR(Ž:T?
U=;ET?A@e)%13H??TG3BR1Ž:R3'%o*Q
HE1]H^"6:E@^_^@[1:^+
Uh=O_Z^303BCT?; GGFGRGR=?GC7?
+AkB?3H?3lO?8?3q3hGrG=Gkil8h=j3H??BGK
I3;dC6Si??jŽ7OP`•TA$%oK'%o
GGFG7OP`10C7?RBD-0C?K)
0CRD9)*;<2DL3H?3
C76"!"`:abcd?6[E6_8A#e&=^"^&^"H 
6:f^"^&^"@6+"#g3>UUhbbi3j"#
1B"!*"7>3M"#"k63\!"`:?6l"#`"#caXdm2"cXnci^!@7
7"O<"8[67P"+)5=7@A3o8cXdni^!@7@7"#&e7O=?6
^!^@O
1B"!*"@;"#`"#nmO7_p"#&q"`:"#7=X2"hnn@ !^!@7@7"#
&3oX+76"!`"#cm2"cbXci^!@7
C76"!"`:abcn?6Z"#[56^"^&^"3>acXdi!@7`"#rUO7
_"`:abcd
^7Z"#1^7_^@O]Q"#=:3<Z"#[8=[E6
H 6:X7>3M"#&"+76"?6Z"#[>H 6:8"#"`:3o"#
#o9&7e"#aabbbi3j"#_87`"#@As"#CX@7"#3ocUbbbi3j"#8
t"!u.
C)5=7B"!*"7>3M"#@7"#"`:abcvOw%9P"O7_=:x3l
34@67"`:abcyYabcnX+7z"z"{@A|"#+}5u"3M"#.
EFYQ"#Z"#[Q\"56@AB!8M
U _;ET? MA@e)%%DC'%-R(7:Re-)R1oOBKe;3
U +03O_, ?TG3B3T?3?]T?B MRT?}3hC3R
U ?TG3Bsd1%o*QPhs3K3O_;E#%%7:e)%1
;d>;h?6S3H??TG3BRh? M3H? ?TG3B3u3:TL
;EPTs3
U BT?3?KT?BR ?TG3B3uO_Z^kST?dARITN^Šh?
d MŠh?d31U$oIO_;E3H? ?TG3B
U
iGBOV73H?++8A3JK;K^7?5ml+j
x3M>"@6"?6"#8"
GBgBC30LDe)%)%RT?7?OƒDCO_;EFB_'R
p:RDe)%)1eA'R$p:K30V31R1p:KBe)%-1A:
De)%#R;EA@DfDCd'p:T?7?kJ3
e;PA1oBF*;<DfD?B.3e;P9Ke
PCD9
`3BOVA_OJ3^k„3H?*;<T?7/3p303
DQ;;3BkSR^3kB?7i"jB;33u_
KBZ:Q
C?0=?++O?F3H?TG3BK„D?sD3IQMOVf
F03 GGFGM.ke;PRM.PMOP`f7T?
*;<T?^k„RODMKN;3A?~K>3DXVK;3
_F03B!^FV37KDQ3CT„
1. Sự tăng trưởng của nghành:
A@T?CFK>3+9nh"e;P-)o•eiKGZGOOjD;E3
D00e;P?^+9nKDXV33X
7?DfDJJ-+9nR3pO?Nh_RWV3KA@;ET?
B`eg?R;EUT?U;3_F0C7?3J3e;P
F03?BRTg9FB_)U'o
+H*3 GGFGFK>3+lUh"x+9nDM>3e;P3:K;d?
3H? GGFG3u@M3KBFK>3y
00DJJ&AT_ZC`gV3?VT?^
KDJDQKV3DMe;PBB%>e;PDb`O_
,3?B3^3H?T?BC
@3AD.?3H?O_Z^D;E3'RŽ:T?Be)%)%KOƒeA'R$
Ž:T?KB)%)1R1R$Ž:KB)%-1O_;EO_Z^T?3H?7?DJJ-
ARO?303;33;<gV3WV3R‹RJ3R?KNh_“
Y83u3BTŽO^EN_kB0A7e+@LRMOV
A73Bg0O_Z^T?C7?3Z;e0B)%&
?KCB
Be)%&Re;PO_;EBT?k?BDMb1oD$oRGBk>
T0B3H?Y8G3GOKkBO?
UJ^R7?FIC+9nRJ3e;P6"8DCA
$oBeg?RNTg9DQ;<D;E33_7
UJ?RKe?eRN3H?;<7;?3MT?+D&-o;EA@DX
V33XRT?J3VIT^C7?
UJT?R3d3^k9OV7?K„OƒB?DBCk9OVKB:^%e
`?
UJ;R7?7DCJ3A@T?ADQ;<F03?Be">T0BDe
)%)1ROƒeAD#:];<]e
UJeRV3DMD*?3H?7?KBBC3?B^39nRŽ7;<k9OVC
*DfebJ3)(R)oie)%%#jAJ3-1oie)%#jRDe;P
D;E3k>T0BOƒ@3e
U7?D?PMB`*;<Ak{^k„^RB
D3*;<T?+{Y6?GDLg?`}K*^K*;<T?7
?U;3A@T?^?nRKDJJ-FK>339nU0h
";di3pO?Nh_KWV3j
*;<T?D;E3303gV3?D00^^k„;3J3DM
3C?FV37TPbFT??N\‚
B1eKb?XRJ3DM3C?T?A3;?T?B<CFV37
;KN>3C?DJ3:RO0NkB?7y
J33D^3H?303kB?7MCA^3_303F9k„^kQ
;O9?3H?303f;3B
A9kB3:O03hM3;dKK73k0GRA3QKl83H?
RA@D.3T7eA@3$%$1oe)%(;d7
;?TG3BR ?TG3BR3;?DCD;E3:B3Q; GGFG
2. Số lượng đối thủ:
e)%(R7?3FB_)%kB?7O_Z^T?;EKO_;EO_Z^
;3:AD'R-Ž:T?RO_;EA@;3:DC'R)Ž:T?
0NP303V; Mi-ojR +i)-ojR _8Si(oj
7?@3*;<3V3DMe;P?^B%gV3?3
g*;<^6?DBC)%$)%(3pA+lm63p3S$R(o_
1oOBK?DBC)%)U)%1
3. Chi phí chuyển đổi và chi phí dời nghành:
O_Z^T?P7?`MK?Sg?2B0LFKZf
M3H?D^;36_gD;E33eK733B7?BDM>3O_
Z^K?BDMB7VFkB?R;dCRRk*3K@RKN_R
7Rg_30BR“+03kB?7B??:33>33033;d
037ZfMRb7RZ?D_€BRQD_T_B?OZfM
GBOV73H?I3@3VFARe)%$RBXVM9O03A
'1ŽDX•e)%#M9O03DCA1%ŽDXRBDA
h?M9O03A'1ŽDXB303eQD9RM9O03
3H?h?eO?D3?Bde;3
XI3@3
Chi phí chuyển đổi & rời nghành cao do vai trò của nghành bia trong giải quyết
nguồn lao động, đóng ngân sách nhà nước, góp phần an sinh xã hội,…
4. Chi phí cố đnh, đầu vào và tồn kho cao:
Y83u3BTŽO^EN_kB0A7e+@LRMOV
A73Bg0O_Z^T?C7?3Z;e0B)%&
?KCB
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