BI TP LN CHNH SCH PHN PHI V XY DNG CHNG TRNH TRUYN THNG C NG CHO FORD MOTOR (FEISTA) - BC M

I.Chnh sch phn phi. 1.1.H thng knh phn phi. Hin nay , Ford s dng h thng knh phn phi dc vi hng lot cc i l c quyn ,chu s kim sot cht ch t cng ty m ti M.Thng qua hng vn chuyn UPS Logistic Group n cc i l c quyn thnh chui thng nht.Nh vy,Ford c th qun l v kim sot cht ch nhm m bo cung cp sn phm v cc dch v i km n tay khch hng.

Nh sn xut

Nh bn s

Nh bn l

Khch hng

Hnh 1.1.H thng knh phn phi dc Vi 40 nh my lp rp trn khp cc bang,tiu bang Bc M.Ti mi quc gia, mi bang Ford c cc chi nhnh vi cc i l ring. 1.1.1.H thng trung gian phn phi Hin ti Ford v ang s dng 2 trung gian phn phi chnh : phn phi c quyn v chn lc.S d c s kt hp trn l v Ford theo ui chin lc ty theo tng vng, tng min m tp trung sn xut cc dng sn phm sao cho c nng sut cao nht v t chi ph thp nht cng nh ty theo quy m th trng v th hiu ngi tiu dung. 1.1.1.1Phn phi c quyn: y l phng thc phn phi sn phm m Ford ch s dng cho dng Feista SE c phn phi cho cc cng ty con ca Ford qun l 3 khu vc chnh l M ,Canada v Mexico.Dng xe ny khng phn phi cho cc i l bn l ca Hng.

1.1.1.2.Phn phi chn lc. Ford s tm nhiu a im bn hng to thun li cho khch hng d dng tm kim sn phm do chnh Ford sn xut nhng kh nng kim sot h thng bn hng ny kh khn do xa cng ty chnh. Bi vy i vi cc i l ny Ford c cc rng buc v cam kt khi phn phi hng cho cc i l, m bo sn phm c bn ng vi gi quy nh. Chui cc ca hng, i l y nhim ca Ford c phn b trn khp cc bang 1.2.Qun l knh phn phi sn phm c th n tay khch hng mt cch thun li i hi phi c mt h thng phn phi sn phm hiu qu ,bi vy Ford ng dng cc cng ngh hin i vo h thng ca mnh : H thng FRN (mng li bn l Ford) ,h thng UPS Logistic Group ,h iu hnh FPS. H thng FRN (mng li bn l Ford) : h thng ny cung tp trung ngun lc vo vic to ra mt kinh nghim bn hng cao cp, gia tng s lng cc ca hng dch v to s gn gi vi khch hng. H thng UPS Logistic Group:H thng ny gip Ford m bo c th d dng qun l v duy tr s kim sot cht ch vi mc bo m sn phm v dch v nh km c n tay khch hng mt cch hiu qu . H iu hnh FPS l mt h thng tch hp nhm m bo Ford hot ng sn xut linh hot hn, p ng nhiu hn, hiu qu hn. Tp trung vo cc thuc tnh quan trng ca qu trnh sn xut, sn xut ng b v n nh trong sut qu trnh.

Tt c cc h thng trn cho php Ford thc hin linh hot hot ng phn phi ,qun l knh mt cch hiu qu ,cp nht thng tin mt cch chnh xc ,p ng nhu cu kp thi ca khch hng. Bn cnh cc u im hin c,cc h thng ny cng c mt s yu im , l chi ph u t cho cc h thng ny kh cao,i hi ngun nhn lc phi c trnh cao. Nm 2010,Ford t 6,5 triu USD doanh thu ,tng 23% so vi nm trc.Cho n nay Ford xy dng cho mnh c hn 200 i l phn phi trn khp cc bang( ch yu tp trung m v canada),d nh trong qu ti s m rng ln ton b cc tiu bang Bc M. D nh trong 3 nm ti Ford s p dng thm cng ngh OTD (t hng giao hng) v thc hin h iu hnh Enigma 3C Parts Catalog in t (EPC) . Mc ch ca h thng OTD l gim thi gian giao hng 15 ngy, k t thi gian nhn n t hng n khi giao hng.Tm nhn OTD nhm to ra mt qu trnh linh hot v d on cho php cung cp cho ngi tiu dng sn phm ng ni vo ng thi im.Ford tin rng tm nhn ny s cung cp cht lng tt hn khch hng, m bo n nh cho cc c s cung cp v cc i l vi chi ph thp hn m chi ph cng ty b ra. thc hin h iu hnh Enigma 3C Parts Catalog in t (EPC) m bo hiu qu phn phi cc b phn thng tin cho mng li i l ca n. iu ny Ford cho php gim chi ph sn xut EPC, loi b s chm tr khi pht hnh bn cp nht, lm gim cc b phn nh n t hng v tng doanh s bn hng hu mi. 1.3. Xy dng mng li phn phi Mng li phn phi ca Ford kh dy tuy nhin khng u .Tp trung ch yu cc nc trong khun kh hip nh thng mi tu do bc m.Nhm h tr mng li phn phi ca mnh,Ford s tip tc m thm mt s phng trng by ti cc bang ,m rng thm 100 i l bn l cc bang thuc mexico v cc bang ln cn thuc ngoi hoa k nhm tng doanh thu v p ng nhu cu ca khch hng mt cch hiu qu . II.Xy dng chng trnh truyn thng c ng cho Ford Feista Bc M

2.1.Qung co 2.1.1 Mc tiu qung co: Giai on ny,cng ty la chn mc tiu truyn thng thc hin cc chin dch qung co . Gip khch hng bit n dng sn phm mi ca mnh Xy dng thng hiu v hnh nh ca hng 2.1.2 Xy dng tng qung co. 2.1.2.1 Qung co ngoi tri S dng li th ca vic qung co ngoi tri ny Ford chn qung co ngoi tri bng cch t cc bng qung co ngoi tri trn cc trc ng chnh, giao l.. iu ny gip cho ngi tiu dng c th nhanh chng tip cn c mu m sn phm .Ngoi ra, s dng cc p- phch,poster c A4, A3, A2 c th gii thiu chi tit v thng tin sn phm ti khch hng thng qua cc i l xe, nhn vin bn hng..

Vic qung co ngi tri c rt nhiu u im tuy nhin nhc im ca n l kh qun l ht v vy khong mt thng cng ty s cho nhn vin i kim tra cc bin qung co, p phch. c th sa cha ki gp h hng.. D on tng ngn sch: 150000 USD 2.2.1.2 Qung co trn truyn hnh : Qung co trn truyn hnh l mt phng tin mnh m v hiu qu khi doanh nghip mun gii thiu v qung b sn phm ca mnh cho khch hng.

Ford s s dng qung co trn truyn hnh ch yu bng hnh thc ti tr l chnh ( phim truyn, qu v ngi ngho,cc chng trnh th thao .). Ngi dn m c xu hng kh thn tng cc ngi sao trong gii ngh s ,cc tc phm in nh n khch, v vy Ford d nh khi tung ra dng sn phm Feista mi ,Ford s u t vo tc phm in nh nhm to sc ht vi ngi tiu

dng. Sp ti Holiwood s sn xut Vampre dianes ,mt b phim hnh ng,hnh nh Ford Feista s xut hin trn phim trong cc pha rt ui mt cch ngon mc ,Thng qua ti tr mt phn kinh ph cho b phim ny,Feista s c xut hin vi mt dy trn cc poster qung co m khng cn bt k chi ph no khc. D kin kinh ph : 500000USD 2.1.2.3.Qung co trn internet Qung co trc tuyn ang ngy mt ph bin bi Internet l mt knh truyn thng vi tc lam truyn mt cch nhanh chng Cng ty nn t logo hoc banner qung co trn cc website ni ting, nhng website c lng khch hng truy cp ln nh facebook hay nhng website c xp v tr cao trn Google l ph bin v l cch qung co trc tuyn hiu qu nht hin nay.

Video trn Internet vn l mt s mi l i vi vic hp dn ngi dng. Hin mi ngi vn thng s dng Web tm kim cc thng tin v cc sn phm hoc dch v m h mun mua. Vic s dung video clip kch thch ngi s dng click xem nhiu hn. Xy dng on clip khong 2 pht, vi kch c va phi tm nhn, thm vo nh dng MP4. y l mt nh dng ph bin ca video trn Internet v c dung lng file kh hiu qu. y l mt on video c phn mc 720p (1280 x 720p) tr ln. Vi phn gii ny bn ch cn nhng camera n gin bn cng c th thu c nhng on video vi phn gii mc ny. c bit cng ty s ch trng pht trin v qung co trn website ca mnh www:Ford.com Ch hot ng trong 2 thng u chun b tung ra sn phm vi ngn sch khng qu 100000USD.

2.1.2.4. Qung co trn tp ch Ford c chuyn trang tp ch ring ca mnh,mi thng xut bn 2 ln.Bi vy,trong 8 s bo u tin ca 2 thng Ford s lien tc cp nht cc thng s mi nht ca Feista trang 1,2,3.

Chi ph : 50000USD Fors s s dng qung co trn tp ch, a hnh nh ca sn phm ln cc trang c in mu giy bng.. 2.1.3.Quan h cng chng Quan h cng chng l mt trong nhng cch nhanh nht a thng hiu cng nh hnh nh ca Ford n vi cng chng,khng nhng to thin cm trong lng khch hng m cn nhanh chng a sn phm n vi ngi tiu dung qua thng hiu. Chin dch Ford Octane Academy ti M Ford ang trin khai u tin lin quan ti cc mn th thao hnh ng nhm to s kt ni vi nhm khch hng tr, m mn bng mt cuc thi video tm kim nhng ngi hm m drift, ua xe a hnh v ua xe mo him khng nhng khi dy th h tr lng yu th thao m c tc dng khng nh ti qung b thng hiu.

Tun l chm sc ton cu Hn 8000 Nhn vin hin ti v tnh nguyn vin ngh hu ca Fors s cng chung tay gip cng ng ti gn 200 a im t Bc M ,Nam M n Chu u,,phi.Cc hot ng ny bao gm ci to nh ,sa cha trng hc v tng sch v,gip tr em khuyt tt. mi bang h s ng gp 30000 gi cng gip nhng ngi gp kh khn.Hot ng ny s thc hin hng nm,theo 2 thng mt ln.

Ti Tr cho gii ua xe Nascar y l gii ua xe danh gi ,kh c u thch m,bi vy hot ng ny gp phn kh ln trong xy dng hnh nh trong mt ngi tiu dung. Tip tc duy tr v pht trin qu IFP( International Fellowships Program)

y l mt t chc phi li nhun thnh lp t 1936 v n nay, Ford Foundation ti tr hn 8 t USD hc bng cho khong 9.000 c quan v 100.000 c nhn trn khp th gii. Vn phng chnh ca Ford Foundation t M, mt vn phng khc t Nga v nhiu vn phng i din c t Trung ng, Nam M, chu .