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    MARKETING MIX CA HEINEKEN TI TH TRNG VIT NAM:Heineken marketing strategies

    Extracts from this document...

    Introduction

    LOI MO ��U �� giu v� n�ng cao vi th� cua doanh nghiep tr�n thi truong, l� mot di�u r�t kh� khan, n� d�i hoi doanh nghiep phai c� c�c bien ph�p ti�p can thi truong mot c�ch chu dong v� san s�ng d�i ph� voi nhung nguy co, de doa cung nhu nhung �p luc canh tranh tu ph�a thi truong. �� l�m duoc di�u n�y doanh nghiep phai thuc hien san xu�t kinh doanh theo huong thi truong, theo kh�ch h�ng v� phai �p dung c�c hoat dong Marketing v�o thuc ti�n v�o hoat dong san xu�t kinh doanh tr�n thi truong. Trong d� viec x�y dung v� ho�n thien mot ch�nh s�ch Marketing-mix voi nhung chi�n luoc v� bien ph�p cu th� se c�ng cu sac b�n v� hieu qua cua doanh nghiep d� di d�n th�nh c�ng. C�ng ty Heineken l� mot v� du di�n h�nh cho viec th�nh c�ng boi chi�n luoc Marketing-mix hieu qua. Heineken duoc xem l� thuong hieu bia th�nh c�ng nh�t v� l� mot bi�u tuong trong ng�nh. Heineken duoc ua chuong tr�n to�n th� gioi.Theo bang x�p hang v� d�nh gi� cua Interbrand/Business Week h�ng nam v� 100 thuong hieu manh nh�t th� gioi, thuong hieu Heineken tri gi� 2.4 ti USD. V� th� ch�ng em chon " Chi�n luoc Marketing qu�c t� cua Heineken " l�m d� t�i nghi�n cuu. �� tu d� c� th� t�m ra ch�a kh�a th�nh c�ng cua Heineken trong marketing -mix cung nhu hoc duoc nhung kinh nghiem qu� b�o tu c�ng ty. Tuy nhi�n, do thoi gian nghi�n cuu v� ngu�n t�i lieu tham khao c�n han ch� n�n nhung noi dung duoc tr�nh b�y trong b�i ti�u luan chi o dang kh�i qu�t, ch�ng em r�t mong c� duoc � ki�n d�ng g�p cua c� d� d� t�i duoc ho�n thien hon. MUC LUC LOI MO ��U 1 Chuong I: T�NG QUAN V� C�NG TY HEINEKEN 3 1. ...read more.

    Middle

    Phim truyen t�i thu ba (Big movie) cung d� l� mot nh�n hieu quen thuoc d�i voi kh�ng �t nguoi h�m mo. Heineken mu�n "k�ch hoat" lai h�nh thuc giai tr� cao c�p n�y bang c�ch dem nhung bo phim moi nh�t, n�ng nh�t dang duoc ph�t h�nh d�ng thoi tr�n th� gioi d�n voi kh�n gia Viet Nam. Heineken se cung c�p cho nguoi xem nhung bo phim hay, ph� hop, qua c�u kh�u hieu "C�ng Heineken d�n voi nhung bo phim h�p d�n nh�t th� gioi" c�ng nhung bu�i c�ng chi�u ho�nh tr�ng voi bu�i tiec sang trong v� tham do trai d�i d�ng dang c�p Hollywood, hay nhung trai nghiem tan mat nhung khung canh s�ng d�ng v� phim, v� nhung tr� choi dien anh v� c�ng h�p d�n. * ��n giao thua c�ng Heineken: � tuong thap s�ng trung t�m th�nh ph� duoc Heineken khoi xuong l�n d�u ti�n v�o nam 2004, v� d� tro th�nh th�ng le tai c�c th�nh ph� lon cua Viet Nam v�o m�i dip l� hoi. Nam nay 2010, Heineken ti�p tuc di ti�n phong khoi xuong � tuong doc d�o moi d� ch�o d�n nhung khoanh khac d�u ti�n cua nam 2010 cung tai trung t�m dai lo Nguy�n Hue (TPHCM) tu 21:00 - 0:30 d�m 31/12/2009. C�ng tr�nh trang tr� l� hoi nam nay cua Heineken kh�u hieu "C�ng th� gioi do�n ch�o nam moi 2010" duoc t� chuc dac biet hon nhung nam truoc voi hieu ung ph�i hop �m thanh - �nh s�ng. L�n d�u ti�n tai Viet Nam c�ng ch�ng duoc trai nghiem nhung cam x�c th� vi khi d�m nhung gi�y ph�t d�u ti�n buoc qua nam moi. Khi chi�c d�ng h� d�m nguoc tu gi�y thu 60 xu�t hien tr�n m�n h�nh qua c�u dat o s�n kh�u trung t�m, c� cam gi�c t�t ca tr�i tim d�u dap chung mot nhip, h�i hop d�i theo tung con s�. ...read more.

    Conclusion

    Heineken voi ban linh cua mot c�ng ty d�n d�u ng�nh v�n d� dat duoc nhung k�t qua kh� t�t tr�n thi truong qu�c t� m� cu th� l� tai thi truong Anh v� thi truong Viet Nam. Th�nh c�ng m� Heineken dat duoc c� su d�ng g�p h�t suc t�ch cuc tu chi�n luoc Marketing qu�c t� m� Heineken d� �p dung. Heineken d� �p dung h�t suc th�nh c�ng chi�n luoc Marketing qu�c tu nhung ng�y d�u khi moi x�m nhap thi truong. Heineken d� k�t hop nhu�n nhuy�n c�c chi�n luoc 4P m� cu th� l� chi�n luoc chu�n h�a san ph�m tai h�u h�t c�c thi truong, c� ch�nh s�ch gi� ph� hop voi dinh vi cua c�ng ty cung nhu t�i ti�n cua kh�ch h�ng, tao ra thuan loi cho kh�ch h�ng qua c�c k�nh ph�n ph�i, dac biet l� nhung chi�n dich x�c ti�n h�t suc doc d�o d� tao n�n thuong hieu Heineken ng�y nay. Voi d� t�i " Chi�n luoc Marketing qu�c t� cua Heineken " d� gi�p nh�m ch�ng em c� co hoi t�m hi�u v� mot ng�nh c�ng nghiep kh� h�p d�n, d� l� ng�nh c�ng nghiep bia. Voi nhung ki�n thuc v� kha nang thu duoc trong qu� tr�nh hoc tap, c�ng nhung th�ng tin suu t�m duoc ch�ng em mong rang d� t�i n�y se ph�n n�o cung c�p th�m th�ng tin v� c� th� l� t�i lieu tham khao nham gi�p viec hoc m�n "Quan tri kinh doanh qu�c t�" duoc t�t hon. T�I LIEU THAM KHAO 1. Marketing qu�c t� - Truong �ai Hoc Marketing Khoa Marketing TP.HCM - TS. Tr�n Thi Ngoc Trang - NXB T�i Ch�nh (2006). 2. T�nh hu�ng Marketing Viet Nam - Hoi Marketing Viet Nam - PGS. TS Nguy�n Xu�n Qu� - NXB Lao �ong - X� hoi (2004). 3. Mot s� trang web tham khao: http://www.heinekeninternational.com/VietnamBreweryLtd.aspx http://haimat.vn/event_details.asp?eventid=1009 http://www.heinekeninternational.com/vietnambreweryltd.aspx http://www.heinekeninternational.com/mediakit_gallery.aspx ?? ?? ?? ?? GVHD: Th.si Qu�ch Thi Buu Ch�u 1 Chi�n luoc marketing qu�c t� cua Heineken ...read more.

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