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Hoạch định chiến lược marketing cho bánh trung thu của công ty cổ phần kinh đô giai đoạn 2012 2015 tại thị trường việt nam

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RSHT CUCUBVCWUDXF
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Re=,87>)e,8*A;(<3H-I732Ofgh,8Ji,@)j29:,)74;,87);Oe)-I,*3,8
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5)i,M,8gu,gk7Oe7)s,8/v,)7)+740G,8(<3gh,8Ji,@)j29:,)74;,87);5-,)*=
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1. ƒ@9e-8-i,8„;i,74+234567-,8…(<37)'(JK8;>L,HM,)-
2. „:,)e,8Oe†;i,74+9:,)e,8…(<37)'(JK4A,r,)i-
3. -:&74r,)„@)y,7c()7e-()c,)…(<3)'(JK8=-2)01,8
4. )=,87-,Of(=,87>7‡743,8)77@%ˆˆ‰‰‰ 5-,)g& O,ˆ
5. )=,87-,Of,8e,))e,87‡743,8)77@%ˆˆ5-,)g&Š&&g O,ˆ
6. )=,87-,Of@)y,@)s-7‡743,8)77@%ˆˆ‰‰‰ 93,)74;,87);5-,)g& (&2ˆ
3
7. )=,87-,Of@)y,@)s-7‡743,8)77@%ˆˆ5-,)g&93564> O,ˆ
8. )=,87-,7?,8†;:77‡743,8)77@%ˆˆO- ‰-5-@6g-3 &48ˆ‰-5-ˆ‹U‹V,8Œ7>Œ(
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9. )=,87-,Of,)y,JQ7‡743,8)77@%ˆˆ‰‰‰ 7-2O-6(,)3,) (&2
10. )=,87-,Of7e-()c,)7‡743,8)77@%ˆˆ‰‰‰ @)J O,ˆ
MỤC LỤC
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I. )y,7c(),f,7i,8
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Ji,@)i,9:,)74;,87);74M,8Oe,8
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74-},(<3-,)=/eƒ@&e,)Q(@)j2)e,8*A;H-I732Oe)0m,87m-2o7ƒ@*&e,

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7)=,8†;3)I7)s,8@)y,@)s-*3g',874P,7&e,†;s(8‚2)t,`CC,)e@)y,@)s-w
5
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†;>f,Om-7s(*o7M,8740d,8UC‹ˆ,M2 )+740G,8’;n75)j;(<3-,)=@):774-},
4o,85)k@†;3UF,0m(w*q(9-I7()-,)@)“((:(5):())e,85){7c,),)n7,)0)ƒ7w
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,)l,8,M2†;3w-,)=*•/-P,7“(*A;70*?-2m-(=,8,8)I)-I,*'-w7)Q()-I,(:(
() ,/01(J:@,)ƒ@w/-P,g&3,)/-P,5.7Oe)1@7:(,)02;3/'-,)e2:>562”3//
7‡7ƒ@*&e,,-/6O64w2;3/'-4-96(&wH-,39-(&w*A;70Oe&;7-Š&&gw’-293,5
q(9-I7,M2BCDCw-,)=*•7 ,)e,)O-I(J:@,)ƒ@=,87>-,)
=-f,k(•–Oe=,87>-&Oe&=,87>?)A,-,)=•– +,)
)0m,8(<3-,)=/e7)=,8†;3(=,8(“—wJz2d4o,8†;>2=,8e,))e,87)Q(
@)j2Om-7)32O•,8/eJz74d7)e,)2o77ƒ@*&e,7)Q(@)j2({†;>2=)e,8*A;
5)=,8()‘dH-I7322e(h,({O+7).74&,85);OQ(=,832b
N&,8J&,8*{wOm-O-I(*+,))0m,8@):774-},*}74d7)e,)2o77ƒ@*&e,*3
,8e,)w-,)=(x,82d4o,8J3,8,)-f;/v,)OQ(5):(,)0*A;705-,)g&3,)9n7
*o,8Ji,w7e-()c,)Oe@):774-},)I7)s,89:,/• )6&*{w(:(/v,)OQ(({2s-70t,8
†;3,)˜741()&,)3;w=,87>2Ž8-lO3-74h();>P,Of*A;707e-()c,)w(:((=,87>
(&,)&'7*o,87)6&7‡,8/v,)OQ(Om-(:(,8e,),8)f(“7)}7)6&)0m,8@):774-},
();,8(<3ƒ@&e,
Tầm nhìn
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• -,)=7'&43,)l,8Ji,@)j2Oeg+()O“*:@p,85+@7)G->P;(A;Oe5):7
5)3&(<39',*}/e2()&(;o(Js,8*Ž@)t,2˜-,8e>
• Hm-,)-I7);>.7w{(J:,87'&w7A2,)r,’374=,84o,8(™,8,)l,88-:74+*c()
7)Q(w()~,87=-5)=,8()‘7'&432e(h,8€-8k2,-f27Q)e&(<32r,)Oe&,)l,8

Ji,@)j2Oeg+()O“7) 7>.;()&2o7(;o(Js,874•,OŽ,
6
• HrOƒ>w()~,87=-*•7'&gQ,8*01(JQ7-,(ƒ>d5):())e,8(x,8,)023,8
*.,†;>f,/1-w8-:74+5-,)7.w7)0t,82'-Oe(i,-f27Q)e&()&2˜-,)y,O-P,w7‡,8
*s-7:(Oe(:((?*=,8*}(™,88k,9{Om-()~,87=-74&,82˜-,8e>(<3(;o(Js,8
Np2I,)
ƒ@*&e,-,)=/e2o7)I7)s,87c())1@Oe*‚,89o8‚2(:((=,87>)&'7
*o,874&,8(:(/v,)OQ(7)Q(@)j2w9:,/•w*+3s(Oe7e-()c,),)•27'&gQ,82o7
(;o(Js,87s7*Ž@)t,()&2•-,80G-*‚,87)G-5)=,8,8‡,88-37M,88-:74+()&(?
*=,8 NQ7-,(ƒ>w7A2,)r,w7c,)J:,87'&wJQ,M,8*o,8w,-f27Q)e&OeJQ@):774-},
5)=,8,8‡,8(<3*o-,8x,)y,O-P,/e,)l,88-:74+(s7/˜-/e2,f,7i,87'&43,)l,8
Ji,@)j2Oeg+()O“w8{@@)A,*03-,)=74d7)e,)7P,7;?-)e,8*A;74P,7)+
740G,8
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(:((=,87>7);o(ƒ@*&e,-,)=
-,)&š&&gJ€g“,8(:(7)e,)7Q;,8)-P,(p;Oe@):774-},2m-,)n7w,)l,8
(=,8,8)I)-I,*'-w,8;‚,,8;>P,/-I;()n7/01,8w({’;)0m,87)y,7)-I,Om-2=-
740G,8(™,8Om-5)i,M,8J:,87'&5)=,8,8‡,8w/h,8,)-I7);>.7Oe7-,)7)A,74:()
,)-I2(<37ƒ@7)},)y,O-P,Oe7ƒ,g“,8(:(,8;‚,/Q(9P,,8&e-*}Ji,’;n7Oe(;,8
(n@()&7)+740G,8)e,8/&'7(:(/&'-7)Q(@)j27)=,8g“,8w7) 7>.;Oe(:(Ji,
@)j29?J;,8 Ni,@)j2(<3-,)=š&&g3,7&e,w7)t2,8&,wg-,)g0›,8w7-I,
/1-w*o(*:&Oe@)™)1@Om-,);(A;(<37n7(i2•-,80G-
-,)&673-/23,8*.,,)l,874i-,8)-I22;3Jk27)~O+Oe)n@gu,()&
2•-,80G-74&,87‡,8@)y,5)~(7)+740G,8 )~,87=-(™,8Om-(:(*s-7:(() ,/01(
Oƒ,g“,8(:(5 ,7)p(Oe5-,),8)-I2Jœ,({(<3(:(9P,(o,8Om-JQ7)n;)-};Of
7)+740G,8†;3(:(†;:74r,),8)-P,(p;Oe@)y,7c()*}()&43*G-w@):774-},OeOƒ,
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)1@Oe();˜-,)e)e,8
7
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,)3,)Oe(:(*=7)+2m-
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Oe7'-(:(*=7)+/m,
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)-I,gQ:,
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12
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2.1. )y,7c()(:(>.;7s9P,,8&e-
2.1.1. =-740G,8Ov2=
=-740G,8Ov2=
Dân số
H-I732*3,874&,87)G-5rgy,JsOe,8Om-FW74-I;,80G-*3,8d*o7;?-/3&
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Kinh tế
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13
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Môi trường tự nhiên
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7>7Q().9 ,wJi,’;n7,)y,9:,)4;,87);()p5)=,8,)ƒ@5)j; 8;‚,,8;>P,
/-I;/e2,)y,9:,)*f;2;37‡2-f,32w7'-(:((tJdJi,’;n7/m,w({8-n>()p,8
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Công nghệ
8e>,3>Om-JQ@):774-},(<35)&3)•(5v7);ƒ7(e,8({,)-f;(:(7) 79+
2:>2{()-I,*'-74&,8,8e,)().9 ,7)Q(@)j2w(=,8,8)I/e29:,))-I,*'-(<3
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J;n7/m,)t,740m(w(:(Ji,@)j27)r9k72k7)t,Om-Om-2e;JM(w5-};g:,8,)G†;-
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@)j27s-0;Oe5):(9-I7){3)0t,8O+7‡,8/&'-,)y,9:,)
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7)=,87-,9:,)e,8–†;-74r,)N—•(y,*s-(;,8(A;–8-~@()&(=,87>({7)}gL
ge,8†;i,/c,8;‚,7)=,87-,w7M,8)-I;J;n7/e2O-I(
Chính trị- pháp luật
14
HIJ-,)3,7&e,7)Q(@)j2*3,87'&,)-f;/&/k,8()&,80G-gy, ,)-f;JQ5-I,
,)0O-I(7 @7“(J€g“,8,)l,8)&:()n7(n2g™,874&,8,;=-74‚,8w().9 ,,=,8
7)<>Ji,w7)Q(@)j2wO-I(Ji,’;n72o7JsJi,@)j25¢2()n7/01,8)&q(g&†;>
74r,)().9 ,)&q(g&,)-L2*o(7‡2=-740G,8w*3,88y>i,))0d,8’n;*.,’;n7
5)j;Oe7-P;g™,8 (:(O“,8o*o(7)Q(@)j2g&2o7Js9.@M,7ƒ@7)}(;,8(n@w
,)-f;7)=,87-,/-P,7“(Of7r,))r,)HNd2o7Oe-,0m(74P,7).8-m-w(o,8
7)P2g+()(~28-3(A27:-@):7w9I,))6&73-’3,)d2o7Js,t-74P,*n7,0m((e,8
/e29™,8/P,JQ/&/k,8()&,80G-7-P;g™,8
&*{*}*i29i&;>7c,7)0t,8)-I;-,)=7)Q()-I,,8)-P2()‘,)(:(†;-

*+,)Ofg&(“(“(,7&e,OIJ-,)7)Q(@)j2•o\7.–O‡3>P;(A;
Văn hóa xã hội
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9:,)74;,,87);w74:-(y>/‚,8*Ÿ,746&74&,8,)ew74•627)c()40m(*Ÿ,w’62~3
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5):,85)c7Oe*},80G-*G-7ž/h,8Ji,J{(/u,,)3; .774;,87);/e@)&,87“(({•
,8)v34y7/m, •,8)v3(<3JQ9 7t,w(;37r,)7)y,w(<3g&e,*7“(<3>P;7)0t,8
4;>f,7)&,8g7s7*Ž@,e>*•*01(93&7).)P,80G-H-I7328-lOl,8Oe/0;8-l
&*{,80G-H-I732/;=,({7){-†;6,2;39:,)Oe&/L7.774;,87);••C‹,80G-
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8&e-43JQg;,)ƒ@(:(,f,OM,){37‡(:(,0m(@)0t,87y>w,80G-7-P;g™,8
({7)P2,)l,8,);(A;5):(()&9:,)74;,87);,)09:,)74;,87);,)y,J&(&/3w
)',),)y,w)'7g• 5):()¨,Om-(:(/&'-,)y,74;>f,7)s,8 5)-5-,)7.@):774-},
()n7/01,8(;o(Js,87M,8(3&,80G-7-P;g;,8({,);(A;(:(Ji,@)j2(3&(n@)t,w
*h-)h-Of()n7/01,8wOIJ-,)wOf(:(Ji,@)j2@)i-7)y,7)-I,Om-2=-740G,8w@)i-
9?g0›,87s7()&Jp(5)ž6wgh,89:,)()3>()&,80G-7-P;g™,8M,()3>wM,5-P,8Oe
,)l,85):())e,8037)c()O+9:,)7)3,)*'2 
15
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17
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18
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2.1.2.6. )e(;,8(n@%

) 7/•5-,)g&3,)Om-,)e(;,8(n@%Hm-7A2,)r,(<3ƒ@*&e,/e„R-O-,8
š-,6…•)&(;o(Js,8*Ž@)t,2˜-,8e>–Oe,8e,)7)Q(@)j2/e„š/3O&4>&;4/-Š6…
•0t,8O+()&(;o(Js,8–w-,)=*q7Jp2I,)(<32r,)*s-Om-,80G-7-P;g™,8w
*{()c,)/e(;,8(n@(:(7)Q(@)j23,7&e,w7)t2,8&,wg-,)g0›,8w7-I,/1-Oe*o(
*:& ¥;n7@):77‡/•g&74P,w()~,87=-/;=,/;=,’62,)e(;,8(n@(<3()~,87=-/e
*s-7:(4n7†;3,74•,8w,)l,8,80G-({7)}8-~@-,)=*'7*01(Jp2I,)(<32r,)
24
Hm-O+74c/eƒ@*&e,7)Q(@)j2)e,8*A;H-I732w()~,87=-/;=,)1@7:(
Om-(:(,)e(;,8(n@(i74&,8,0m(Oe,8&e-,0m(({;>7c,*}5)3-7):((:(,8;‚,
,8;>P,Oƒ7/-I;()n7/01,87s7Oe({’:(,)ƒ,,8;‚,8s(4¬4e,89d-(:((t†;3,
()p(,M,8
-,)=/;=,/;=,*:,)8-:(3&(:(,)e(;,8(n@w,)l,8*s-7:(({74:()
,)-I2wJ:,87'&w*?-2m-wOe/-P,7“(,y,8(3&()n7/01,8,8;>P,Oƒ7/-I;Oeg;>74r
8-:(i(',)743,)74P,7)+740G,8 Hm-,˜/Q(*{Jz7'&43Oeg;>74rJQ)1@7:(({/1-
Oege-)',•‰-,¡‰-,–
:(*:,)8-:()c,)Om-,)e(;,8(n@(<3-,)= ;>f,/Q(74i8-:(<3,)e
(;,8(n@%„3&…%:(,)eJi,’;n79:,)5Ž&({7)}gLge,87r2(:(,)e(;,8(n@7)3>
7).74P,(i7)+740G,874&,8,0m(Oe,0m(,8&e-*s-Om-)A;).7(:(,8;>P,/-I;,)0
9o7w*0G,8w2'(),)3w74p,8wgA;M,w93&9r,)Q3w93&9r(:(7=,8 ;>,)-P,8-:
(<3(:(*A;Oe&()<>.;@)“7);o(,)-f;Oe&(:(9 ,*o,88-:74P,7)+740G,87).
8-m-
B B )y,7c()(:(>.;7s9P,74&,8
2.2.1. Sứ mệnh- tầm nhìn
A2,)r,(<3-,)=%)&(;o(Js,8*Ž@)t,2˜-,8e>
• -,)=7'&43,)l,8Ji,@)j2Oeg+()O“*:@p,85+@7)G->P;(A;Oe5):7
5)3&(<39',*}/e2()&(;o(Js,8*Ž@)t,2˜-,8e> 
• Hm-,)-I7);>.7w{(J:,87'&w7A2,)r,’374=,84o,8(™,8,)l,88-:74+*c()
7)Q(w()~,87=-5)=,8()‘7'&432e(h,8€-8k2,-f27Q)e&(<32r,)Oe&,)l,8
Ji,  @)j2  Oe  g+()  O“  7) 7  >.;  ()&  2o7  (;o(  Js,8  74•,  OŽ,


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