MC LC Phn 1: C s l lun v pht trin sn phm mi 1. khi nim v thut ng lin quan ti pht trin sn phm mi 2.

ngha ca phn nghin cu pht trin sn phm mi Phn 2: Thc trng v nh gi 1. Tn cng ty , tr s v qu trnh thnh lp v pht trin ca cng ty 2. Thc trng vn sn phm ca cng ty v pht trin sn phm thc phm a chc nng NUTRILITE ca tp on AMWAY 3. nh gi thc trng Phn 3: Gii php v kin ng gp 1. Gii php 2. kin ng gp

Li m u

Do nhng thay i v v th hiu ,cng ngh ,tnh hnh cnh tranh cng ty khng th tn ti v v pht trin nu ch da vo sn phm hin c v vy mi cng ty cn phi quan tm n chng trnh pht trin sn phm mi nu mun tn ti v pht trin vi uy tn ngy cng tng.Theo quan nim maketing sn phm mic th l nhng sn phm mi v nguyn tc sn pm mi l cc sn phm hin c hay nhng nhn hiu mi do kt qu nghin cu thit k ,th nghim ca cng ty .Nhng du hiu quan trng nht l nh gi sn phm l sn phm mi hay khng phi l s tha nhn ca khch hng . Thit k sn xut sn phm mi l mt vic cn thit , cn lm nhng c th l mo him i vi doanh nghip bi v chng ta c th tht bi do nhng nguyn nhn khc nhau. hn ch bt ri ro cc chuyn gia nhng ngi sng to ra sn phm mi phi tun th ngim ngt cc bc trong qu trnh to ra n phm mi v a n vo th trng Di y l bi tiu lun v pht trin sn phm thc phm a chc nng NUTRILITE

ca tp on AMWAY di s gip ca thy Phan Thnh Hng ging vin trng lao ng x hi

phn 1: C s l lun
1. Cc khi nim lin quan: khi nim v sn phm :

Sn phm l tt c nhng ci nhng yu t c th tho mn nhu cu hay c mun c a ra cho bn trn th trng vi mc ch thu ht s ch mua sm ,s dng hay tiu dng

 khi nim v pht trin sn phm mi:

ng trn gc doanh nghip xem xt, ngi ta chia sn phm mi thnh hai loi: sn phm mi tng i v sn phm mi tuyt i. Chin lc marketing i vi sn phm mi tuyt i ny thng phi c son tho k lng hn, i hi nhng thng tin chi tit hn v khch hng v th trng. Sn phm mi tng i: Sn phm u tin doanh nghip sn xut v a ra th trng, nhng khng mi i vi doanh nghip khc v i vi th trng. Chng cho php doanh nghip m rng dng sn phm cho nhng c hi kinh doanh mi. Chi ph pht trin loi sn phm ny thng thp, nhng kh nh v sn phm trn th trng v ngi tiu dng vn c th thch sn phm ca i th cnh tranh hn. Sn phm mi tuyt i: l sn phm mi i vi c doanh nghip v i vi c th trng. Doanh nghip ging nh "ngi tin phong" i u trong vic sn xut sn phm ny. Sn phm ny ra mt ngi tiu dng ln u tin. y l mt qu trnh tng i phc tp v kh khn (c trong giai on sn xut v bn hng). Chi ph dnh cho nghin cu, thit k, sn xut th v th nghim trn th trng thng rt cao. Vy liu mt sn phm c c coi l mi hay khng ph thuc vo cch th trng mc tiu nhn thc v n. Nu ngi mua cho rng mt sn phm khc ng k so vi cc sn phm ca i th cnh tranh v mt s tnh cht (hnh thc bn ngoi hay cht lng), th ci sn phm s c coi l mt sn phm mi.
2. ngha ca vn pht trin sn phm

mi

Mt thc t khch quan hin nay cc doanh nghip ang phi ng u vi iu kin kinh doanh ngy cng tr nn kht khe hn:

S pht trin nhanh chng ca tin b khoa hc v cng ngh lm ny sinh thm nhng nhu cu mi; S i hi v la chn ngy cng kht khe ca khch hng vi cc loi sn phm khc nhau; Kh nng thay th nhau ca cc sn phm; Tnh trng cnh tranh trn th trng ngy cng gay gt hn...

Trong nhng iu kin , cc doanh nghip phi khng ngng i mi v t hon thin mnh trn tt c phng din: cc ngun lc sn xut , qun l sn xut kinh doanh, s ng x nhanh nhy vi nhng bin ng ca mi trng kinh doanh ... Ni chung mt doanh nghip thng sn xut kinh doanh mt s sn phm nht nh. Chng loi v s lng sn phm y to thnh danh mc sn phm ca doanh nghip. Cc sn phm trong danh mc c th c quan h vi nhau theo nhng kiu khc nhau: quan h trong sn xut, quan h trong tiu dng, cc sn phm c th thay th nhau... chng loi sn phm trong danh mc nhiu hay t tu thuc vo chnh sch sn phm m doanh nghip theo ui ( chnh sch chuyn mn ho hay chnh sch a dng ho sn phm ). Trong qu trnh pht trin doanh nghip, danh mc sn phm thng khng c nh m c s thay i thch ng vi s thay i ca mi trng, nhu cu ca th trng v iu kin kinh doanh. iu ny th hin s nng ng v nhy bn ca doanh nghip vi s thay i ca mi trng kinh doanh v nhu cu khch hng, to cho doanh nghip kh nng cnh tranh cao trong vic tho mn nhu cu ca khch hng. S bin i danh mc sn phm ca doanh nghip gn lin vi s pht trin sn phm theo nhiu hng khc nhau: Hon thin cc sn phm hin c; Pht trin sn phm mi tng i; Pht trin sn phm mi tuyt i v loi b cc sn phm khng sinh li. Pht trin danh mc sn phm theo chiu su v theo chiu rng l hng pht trin kh ph bin. S pht

trin sn phm theo chiu su th hin vic a dng ha kiu cch, mu m, kch c ca mt loi sn phm nhm p ng th hiu a dng cc nhm khch hng khc nhau. S pht trin sn phm theo chiu rng th hin vic c thm mt s loi sn phm nhm p ng ng b mt loi nhu cu ca khch hng . Chnh v nhng nguyn nhn trn m chng ta cn tin hnh nghin cu v pht trin sn phm . Phn 2: Thc trng v nh gi
1. .Tn cng ty v tr s ca cng ty:

Amway l mt cng ty hng u trong lnh vc bn hng trc tip, vi trn 3 triu IBO ti 80 quc gia trn ton th gii. Khng mt cng ty bn hng trc tip no c th so snh vi lch s, s vng mnh, s n inh cng nh s vn xa ton cu ca cng ty. Vi hn 45 nm, tp on Amway gip mi ngi c c mt cng vic kinh doanh ca ring mnh. Cng ty vn c bit n v cc sn phm lm sch gia nh nh nc ty v bt git SA8, cc loi cht lng hu c c nng cao L.O.C Rt nhiu l do. C ngi tr thnh IBO n gin l c th mua cc sn phm cho bn thn vi gi gim. Nhng ngi khc tham gia c bn hng trc tip cho nhng ngi khc, kim li nhun t bn l v t doanh s bn hng. V nhng ngi mun t xy dng cng vic kinh doanh ca bn thn khng ch bn sn phm m h cn bo tr nhng ngi khc c tham gia vo kinh doanh. V h c n b cho doanh s c nhn ca h v cho c

doanh s t nhng ngi m h bo tr, nhn tin thng tng khi doanh s bn hng tng. Mi mt IBO u c tr xng ng vi nhng t l tng ng chnh xc vi nhng n lc m h b ra. Amway l mt cng ty con thuc tp on Alticor vi doanh s bn l khong 6.4 t la nm 2005.Amway l mt trong nhng cng ty c k hoch kinh doanh gip mi ngi thuc mi tng lp c th lm ch cng vic kinh doanh c nhn ca mnh thng qua vic bn nhng sn phm c cht lng cao v em n cho nhng ngi khc nhng c hi kinh doanh ging nh ca chnh h. Chnh k hoch kinh doanh a cng ty tr thnh mt trong nhng cng ty hng u trong kinh doanh bn hng trc tip. Hin nay, Amway c trn 450 sn phm v dch v cp cao, mt h thng phn phi v t hng trn ton cu v cng ty c trn 40 nm kinh nghim trong vic gip bn bt c khi no bn cn Amway c tr s t ti ADa, Michigan, ti Hoa k. vi din tch tri di trn 1.6km v l ni lm vic ca trn 300 nh khoa hc chuyn pht trin v nghin cu sn phm, v h tr kinh doanh ton cu. Tt c nhng nhn t ny lm cho cng ty ng vng trn th trng cnh tranh hin nay. AMWAY hot ng trn 40 nm v c mt trn 80 quc gia trn th gii.AMWAY l

mt trong nhng cng ty ln nht trn th gii vi cc loi sn phm ph hp vi nhng yu cu,s thch ,lut nh ca tng ia phng, ca cc quc gia.Hin nay AMWAY c chi nhnh ti Vit Nam 2. thc trng vn sn phm ca cng ty amway Hin nay cng ty amway tung ra th trng nhiu loi sn phm khc nhau vi nhng mu m mi ph hp vi tng nc v tng a phng, cc sn phm ca amway ch yu l cc mt hng m phm ,thc phm chc nng, v dng sinh hot cho gia nh. Mt iu m chng ta cn bit thm, dng sn phm chm sc c nhn cua amway c lm hon ton theo cng ngh hu c. chit sut t cc thnh phn trong c, cy, hoa l theo cng ngh hin i ca M. Hon ton khng ging cc cht ty ra thng thng, sn phm ca AMWAY hon ton an ton vi da, khng gy d ng hay bt k mt tc dng ph no. Khi s dng nhng sn phm ny, cc bn khng cn phi g b trong chic gng tay v sau khi s dng , ln da trn tay ca cc bn s mm v mt du nh va dng kem dng da v trong mi sn phm u c tinh du chit sut t cy l hi, rt tt cho da. Hin nay, AMWAY Vit Nam ang cung cp 4 dng sn phm cao cp , ton b cc dng sn phm ca AMWAY c lm theo cng ngh cao; ngun nguyn liu c ly t nhng khu vn hu c Chu M. , Amway khng s dng thuc bo v thc vt m hon ton ch nh vo thin dch git tr su hi nn cc bn c th hon ton yn tm v an ton nhng sn phm ny.

Sau y l cc dng sn phm m AMWAY tung ra th trng va thnh phn ,tc dng ca tng dng sn phm : NC RA A NNG L.O.C a chc nng. Thch hp cho cc b mt ty ra c trong nh Hiu qu tuyt vi. Loi b cc loi bi bn. Lau sch khng li lng cn. Cho b mt sch s v bng long sau khi c lau kh. Hiu qu ty ra mnh vi hng thm du nh, cng thc c cha tinh du da khng gy hi cho da tay v bo v cc vt mng manh ca bn. An ton cho mi trng vi cht hot ng b mt t phn hy. Tit kim vi cng thc m c, khng cn ra li vi nc. V c th pha ch theo cc t l khc nhau ty theo nhu cu s dng.

NC TY VT BN PRE WASH

Dng x l cc vt bn trn qun o trc khi git. Thch hp vi cc loi vi si mu c th git c. Khng thch hp vi cc sn phm lm bng len v la.

 Ty sch cc vt bn mt cch thun tin v hiu qu trn tng si vi. Lm bong vt bn v gip ty sch d dng hn trong qu trnh git sau . Cng thc cha Enzyme c o vi 5 thnh phn git ty vt bn c lp. Ty sch nhanh v hiu qu cc vt bn cng u .c ng trong chai dng phng, d cm, thun tin khi bp v dung dch ra ngoi. KEM DNG TH g&H Cha glycerin mt ong v allantoin gip dng m nh nhng v lm ln da mm mi. bo v da khng b kh rp. Dng kem dng th u n s gip bn c ln da lun mn mng em li cm gic nh nhng v mm mi ti tr Van silicon ming chai gip ly lng sn phm theo mun m khng b rt hoc chy ra ngoi SA RA MT LM Thch hp cho mi

SNG V MN DA ARTISTRY

loi da. Khng s dng khi da b mn. Cha cc ht jojoba hy-r ha gip y nhanh qu trnh loi b t bo cht mt cch t nhin v nh nhng, cho bn ln da mm mi v mn mng. Cha thnh phn t nhn sm chit xut theo cng ngh ca NUTRILITE gip lm se l chn lng, kim sot cht nhn.
Cha thnh phn t

NC GIT SA8TM VI CHT LM MM VI NGUN GC T NHIN

hoa cc chit xut theo cng ngh ca NUTRILITE gip xoa du ln da. Sch v mm mi t nhin . Nhiu loi cht hot ng b mt gip tng 20% hiu qu git sch trong nc lnh (5 10 C) i vi mi vt bn do bn, t, du m, thc n Thnh phn chng g st trong sn phm gip an ton cho my git v o qun (khuy

o, nt o, dy ko). Chit xut t du da v hp cht glycerin gip lm mm mi da tay v khng gy kch ng. An ton khi git bng tay. Cht lm mm vi v hng thm t nhin gip o qun lun mm mi v thm tho. t bt, an ton cho my git. Cng ngh chm sc da tin tin gip lm gim qung thm mt trong vng 24 gi, cho hiu qu di lu. Gim vt nhn vng ui mt Lm tan bng mt S dng chm sc i mt mi ngy. Thoa u ln vng da quanh mt sau khi ra mt v s dng dung dch cn bng da.

KEM DNG DA VNG MT ARTISTRY

NC X PHNG DIT KHUN PURSUE

Vi Nc x phng ra tay dit khun

PURSUE, bn c th lm sch da hon ton nh cng thc cha thnh phn khng khun gip loi b v ngn nga s pht trin ca mt s loi vi khun trn b mt da. Cha Triclosan gip loi b 99% vi khun trn da. - Cng thc c thnh phn dng m chit xut t ng (bp) v da, nh nhng lm sch v gi m cho tay. To nhiu bt, hng thm d chu. Cha Sylodent, hot cht lm rng trng bng m vn bo v men rng Cha Flour, gip rng chc khe v ngn nga su rng Hng bc h ti mt em li hi th thm tho. Cng thc chng mng bm rng gip lm sch v trng rng Ngoi nhng sn phm trn th AMWAY cn nhiu sn phm na c tung ra th trng v c ngi tiu dng a thch.

KEM NH RNG GLISTER A NNG

Cng ty AMWAY tin hnh nhiu t tham kho kin ngi tiu dng sn phm ca mnh v ngy cng hon thin sn phm ca mnh hn. c bit hin nay AMWAY ang cho ra mt dng sn phm thc phm chc nng NUTRILITE .vi bc t ph t cng ngh NUTRILITE la loai sn phm chc nng dnh cho mi la tui .cung cp y cc loi vitamin cho c th con ngi .sn phm chit xut t thin nhin vi th lun co cm gic an ton cho ngi s dng, ngay t khi sn xut v tung ra th trng th NUTRILITE lm cho ngi tiu dng hi lng v tin tng vo sn phm .T uy tn ca cng ty cung c nng ln thnh mt tp on ng hng u th gii vi cc sn phm chit xut 100% t thin nhin khng cht bo qun , khng hng liu nhn to ,khng cht to mu Vi cuc thm d kin khch hng v dng sn phm thc phm chc nng NUTRILITE th cng ty AMWAY tin hnh sn xut 8 loi thc phm chc nng ph hp vi tng loi i tng khch hng Vy thc phm chc nng l g: Theo thng t hng dn qun l cc sn phm thc phm chc nng ca b y t (S 8/2004/TT - BYT), thc phm chc nng l thc phm dng h tr chc nng ca cc b phn trong c th con ngi, c tc dng dinh dng, to cho c th tnh trng thoi mi, tng sc khng v gim bt nguy c bnh tt. Ty theo cng dng, hm lng vi cht, tc phm chc nng cn c tn gi khc l Thc phm b sung vi cht dinh dng, thc phm b sung, thc phm bo v sc khe; sn phm dinh dng y hc. - BS Nguyn Vn Dng, trng phng cp php cc qun

l cht lng v sinh an ton thc phm, cho bit, hin nay a s cc nc gn thng nht cc thut ng chung "Thc phm chc nng" (functional food) v n cc hot tnh sinh hc i vi c th ca cc cht c pht hin trong t nhin hoc cc cht tng hp c ging vi cc cht c sn trong t nhin v cc sn phm, thc pm c cng dng gn ging thuc, tuy khng c cng dng hiu qu thay th thuc. T hng ngn nn trc, con ngi bit s dng cy c thin nhin phng tr bnh (tho Dc) v xem n ung l phng thc tt nt iu ha m dng, ngn nga bnh tt (Thc liu)...Khoa hc khng nh vai tr ca thc phm v dinh dng c lin quan n phng tr bnh. Nhiu thc phm t bin c tc dng nh thuc, chng hn: hnh, ti v nhiu loi rau c c tc dng phng nhim Virus, cn bnh cha c thuc c tr; ngh v mt ong c th cha lot d dy; tinh du gc chng kh mt...Theo TS Walloc, ngi ot gii Nobel y hc nm 1991 th nguyn nhn ca hu ht cc bnh l do thiu dinh dng, Vistamin, vi cht, khong cht gy ra. Chng hn, chng long xng thng do thiu Bore(Bo) v n gip gi canxi trong xng; Thiu thic(Sn) s b i u; thiu Selen d b nhi mu c tim; thiu ng(Cu) d bnh phnh ng mch ch; thiu canxi l nguyn nhn gy ra 147 bnh...Bnh si thn khng phi do c ch chuyn ha hay n thiu cht can xi m ngc li do thiu canxi... Nhng ngi bnh nan y c sung Vitamin E, Beta-caroten, Slen liu cao trong 5 nm th t l t vong gim 10%. Theo Walloc, con ngi cn 90 thnh phn dinh dng gi c th khe mnh, sng lu trong 60 khong cht, 16 Vitamin, 12 axit amin m v bo. rt may l trong thnh phn cc loi tho mc c sn cc cht trn, vn l chng ta phi bit s dng cho hp l v hiu qu. Ngy nay, thay v gi, m ,sc ,tn, cc loi cy c nh trc y th ngi ta s dng nhng k thut cng ngh cao ch bin nn nhng sn phm thc phm chc nng a dng di dng keo, vin con nhng... chng hn 26 sn phm Vision c hng dc

phm Arkopharma s dng cng ngh Cryogene nhit -196oC sn xut bng cch tinh ch t hoa v cc cy c thin nhin. Gi nguyn vn cc yu t sinh hc v cc t bo c th con ngi. Dng khong keo c tnh cht hp th cao nht. Tho mc ng vai tr ht sc ngon mc trong vic to ra nhng khong keo. theo t chc y t th gii, xu th hin nay l 80% dn s phng bnh ti nh, 19% cha bnh ti cc tuyn c s, ch c 1% cha bnh tuyn trn gim bt cc gnh nng cho cc bnh vin. Nh th, vic phng bnh ti nh thng qua vic s dng thc phm chc nng l mt su th tt yu. Sau y l 8 loi thc phm chc nng ca AMWAY: 1. Thc Phm B Sung Vitamin C Nutrilite

Mi vin cung cp 250 mg vitamin C (gm 30 mg vitamin C t nhin t bt ng kh ca qu Acerola Cherry ca NUTRILITE) gip tng cng sc khng cho c th, c tc dng chng -xy ha v tt cho da. B sung 35 mg Bioflavonoids (Hp cht chit xut t v v tp cam) v cc cht dinh dng t thc vt Phytonutrients. Khng s dng cht to mu, hng liu nhn to, cht bo qun. Sn phm thch hp cho nhng ngi mun tng cng sc khng, ch n khng a dng rau c qu, nhng ngi hay ht thuc l, ung ru bia, v nhng ngi c tui (c ph n ln nam gii). 2. Thc Phm B Sung B Complex Nutrilite

Mi vin cung cp y 7 loi vitamin B (B1, B2, B3, B5, B6, axit folic v B12) chit xut mt cch t nhin t nm men c nui cy v lm bt hot, gip h tr chuyn ho nng lng t cht bo v cht m, gip c th hot ng bn b. c bit tt cho nhng ngi hay b cng thng, mt mi. Khng s dng cht to mu, hng liu nhn to, cht bo qun Sn phm thch hp cho nhng ngi hay b stress, lm vic km bn b/ do dai, nhng ngi hay vn ng, nhng ngi ang p dng ch n king hoc n ung thiu cn bng, nhng ngi c thi quen ung tr, bia ru, thuc l 3. Thc Phm B Sung Vitamin V Khong Cht Tng Hp

Cung cp 11 loi vitamin v 4 loi khong cht thit yu cho c th. Cha bt ng kh ca 5 loi qu nhit i cung cp dng cht t thc vt tt cho sc khe.

Vin sn phm c th nhai c, c hng v thm ngon t nhin ca qu mm xi. Khng s dng cht to mu, hng liu nhn to, cht bo qun Thc phm b sung Vitamin v khong cht tng hp dnh cho tr em trn 2 tui, gip b sung thm vo ch n hng ngy ca tr nhng vitamin v khong cht thit yu. Sn phm cn c th dng cho tr t 12 tui tr ln hoc ngi trng thnh gp kh khn trong vic dng thc phm b sung dng vin. 4. Thc Phm B Sung Canxi V Magi Nutrilite

Mi vin cung cp 216,7mg canxi v 108,3mg magi, gip hnh thnh v duy tr h xng rng chc kho. Magi gip c th chuyn ha carbohydrate. Ngoi ra, sn phm cn b sung cho c th cc khong cht thit yu l km, ng, man-gan. Thnh phn bt ng kh c linh lng c ch ca NUTRILITE cung cp cc dng cht thc vt rt tt cho c th. Khng s dng cht to mu, hng liu nhn to, cht bo qun. Sn phm ny thch hp vi thanh thiu nin ang trong giai on c th pht trin nhanh, nhng ngi trung nin c bit l ph n, nhng ngi hay s dng ung c cn, ph n c thai v cho con b 5. Thc Phm B Sung Hng Ngy Nutrilite

Mt vin mi ngy cung cp cho bn hn 11 loi vitamin cn thit (A, B1, B2, niacin, pantothenate, B6, folate, vitamin B12, C, D v E) v 7 khong cht thit yu (canxi, pht-pho, i-t, st, magi, ng, km). Mi vin cn cung cp hn hp cc loi bt ng kh c ch ca NUTRILITE t c linh lng, ci xoong, ng ty, rau bina, c rt v acerola cherry. y l cc dng cht thc vt rt tt cho sc khe. Khng s dng cht to mu, hng liu nhn to, cht bo qun 6. Thc Phm B Sung Cht X T Rau Qu Nutrilite

Thc phm b sung cht x t rau qu Nutrilite c chit xut t 10 loi rau qu t nhin: qu acerola chery, chanh, c rt, u nnh, ng cc, yn mch, la mch, acacia, ht m v gm t u, cung cp cht x cho bn mt cch tin dng nht. Mi vin cung cp 565mg cht x t nhin, bao gm c x ha tan v x khng ha tan, c tc dng nhun trng, gip gim to bn, h tr qu trnh n king v gim cn. Sn phm thch hp cho nhng ngi c ch n t rau c qu, nhng ngi n nhiu cht bo, nhng ngi hay

b to bn hoc ang mun gim cn. 7. Thc Phm B Sung St v A-xt Folic Nutrilite

Mi vin cha 10mg st hu c v 226mcg DFE a-xt folic - gip phng nga thiu mu do thiu st. Sn phm cn cha bt ng kh rau bina cung cp dng cht t thc vt rt c li cho sc khe. Khng s dng cht to mu, hng liu nhn to, cht bo qun V tm quan trng ca st v a-xt folic i vi c th, tt c mi ngi u nn b sung tht y , c bit l: ph n ang trong tui sinh , tr ang ln, ngi gi yu, suy nhc c th hay phu thut cn hi phc sc khe, ngi lm vic cng thng, ngi lao ng nng, vn ng vin, cc trng hp mt mu mn tnh, ph n c thai v cho con b. 8. Thc Phm B Sung Nutrilite Parselenium E

thc phm b sung Vitamn E v Selenium (NUTRILITE

Parselenium E) gip lm chm qu trnh lo ho trong c th, duy tr c th v ln da kho mnh, h tr sc kho tim mch, tng cng sc khng v kh nng min dch ca c th. Cung cp cho bn 3 thnh phn chng -xy ha hiu qu t thin nhin: 400IU Vitamin E (~330mg) t dng t nhin d alpha tocopherol t du thc vt. gip bo v t bo c th cng nh ln da, duy tr ln da kho mnh. Ngoi ra vitamin E cn gip gim cholesterol c hi, gim nguy c x va ng mch v tng cng sc khng cho c th. 10mcg Selenium t nm men, l mt cht chng -xy ho, hoc n hot ha enzyme Glutathion peroxidase to thnh mt cht chng -xy ha. Bt ng kh t rau ng ty: cha cc loi flavonoid, carotenoid, cng l cc cht chng -xy ho, bo v t bo. Khng s dng cht to mu, hng liu nhn to, cht bo qun. Thc phm b sung Vitamin E v Selenium ph hp cho nhng ngi hay tip xc vi mi trng nhim, nh nng mt tri, hot ng th lc nhiu, ht thuc l, bia ru, n nhiu cht bo. Sn phm cng ph hp cho nhng ngi mun tng cng sc khe tim mch, tng cng kh nng min dch/ sc khng v mun duy tr ln da kho mnh 2.nh gi thc trng sn phm: Sau khi c tung ra th trng vi uy tn ca cng ty cng vi cht lng tt ca sn phm th sn phm ca AMWAY c ngi tiu dng bnh chn l mt trong nhng sn phm tt v gn gi vi thin nhin . Nht la i vi sn phm NUTRILITE ca tp on AMWAY sn phm ny c nhng thnh cng tt p bc u pht trin sn phm .vi ngun nguyn liu ch yu l thin nhin nh ng ty, rau bina chanh, c rt ,u

nnh la mch inh lng, nn rt d tm kim khng phi vt v tim ngun nguyn liu . Hn na sn phm chia thnh nhiu loi thch hp vi tng khch hng s dng.Sn phm dng vin c mi hng thm t cc nguyn liu t nhin nn rt d ung . Khi s dng sn phm chc nng NUTRILITE i tng s dng khng phi p buc mnh phi s dng sn phm m mnh khng thch ,m vn y lng vitamin cn thit cho c th, thc phm chc nng NUTRILITE th t iu chnh lng vitamin cn thit cho c th mt cch hp l khng thi cng khng tha, v vy . c th lun kho mnh mt cch hp l Bn cnh nhng u im trn th NUTRILITE ang gp phi nhng kh khn m mt sn phm mi no cng c th gp phi trong vic tung ra th trng ,v sn phm khi c tung ra th trng cc nc trn th gii (trong c vit nam) th sn phm ny rt t gi trung bnh t 200-400 nghn/ hp/100 vin .do vy sn phm NUTRILITE rt kh cnh tranh vi nhng sn phm chc nng khc r hn Khng nhng th sn xut ra sn phm cn c chi ph cao, ri ro ln, cn c k hoch di hn, cng ngh khoa hc tin tin v kt qu nghin cu th trng ng. Ngoi ra trn th trng ca mi nc u c t nht mt sn phm chc nng c nh trong lng ngi tiu dng nn vic chen chn vo th trng ca mi nc l rt kh khn cho sn phm chc nng NUTRILITE . Thm mt kh khn na cho sn phm chc nng NUTRILITE lngi tiu dng rt t ngi dng

sn phm chc nng,s lng it ny ch yu la nhm vo nhng ngi gi ,ngi b bnh tt ,ngi mun gim cn . Hn na trong x hi cn c mt s ngi cho rng thc phm chc nng l "gi bn ct c ,la o v cng c "bi v h cha tm c hay nghin cu v cc cng trnh khoa hc v thc phm chc nng. Ngoi ra ngi tiu dng cn cha bit nhiu v sn phm thc phm a chc nng NUTRILITE ca tp on bn hng a cp AMWAY Mt s ngi cn cho rng bn hng a cp l i i vi la o y l mt kin sai lch nghim trng ,bn hng a cp l hnh thc bn hng t vn u vit nht v c lut php cng nhn Khng nhng ch c nhng kh khn trn NUTRILITE cn gp nhiu kh khn na nh c mt s nhng c nhn li dng bn nhng thc phm ch nng la o ,km cht lng lm mt lng tin ca khch hng vo thc phm chc nng Thm mt vn na vic ng k bn sn phm mt s nc l rt kh khn phi tri qua nhiu giai on nn nh hng ti vic tung sn phm ra thi trng v thu th rt cao lm cho gi thnh sn phm rt t Phn 3:gii php v mt s kin ng gp 1. gii php Cn phi hp tc vi hip hi thc phm chc nng ca mi nc nhm thc y pht trin thc phm chc nng ; gio dc tuyn truyn ton x hi hiu ng, lm ng, dng ng v thc phm chc

nng l trung tm kt ni nh sn xut kinh doanh, nghin cu, vi ngi tiu dng thc phm chc nng Tp on AMWAY cn tch cc qung co mnh sn phm thc phm chc nng NUTRILITE ti ngi tiu dng "thc phm chc nng NUTRILITE c tnh u vit ln, p ng nhu cu chm sc bo v sc khe cho c ngi khe v ngi m, cho c ngi ngho v ngi giu, cho c cc nc cng nghip v cn ang pht trin. V vy cng ty AMWAY phi tng gio dc tuyn truyn hn na lm cho mi ngi hiu ng hn v thc phm chc nng NUTRILITE ca mnh " Cng ty AMWAY nn t chc nhng s kin ,nhng bui qung b sn phm NUTRILITE ca mnh ti nhng nc bn sn phm ca mnh mang nhiu tn nh" sc kho cho mi ngi " hay "ngi bn mi " Ngoi ra cn p dng chin lc makting truyn thng nh "hp tc hai bn cng c li Hn na cng ty nn cn tin hnh bn sn phm v qung co sn phm ca mnh trn mng .khng chi c th cng ty cn t chc cc cuc kim nghim v sinh an toam thc phm cho ngi tiu dng c bit v hiu r hn Cng ty cn t chc cc t khuyn mi cho khch hnh nh v nhng khch hng mua nhiu thi c gim 10% ,hay tng thm sn phm khc cho khch hng Ngoi nhng vic trn th AMWAY cn phi sn xut ra nhng sn phm tt hn na .lun t v sinh an ton thc phm ln hng u m bo an ton cho ngi tiu dng

2. kin ng gp Di dy l ng gp cua em cho sn phm NUTRILIE ca tp on AMWAY l nu mun pht trin hn na v thu ht c ngi tiu dung th tp on amway cn tin hnh thm nhiu bin php pht trin sn phm lm sn phm NUTRILITE c ch ng trn th trng th gii Cn tip tc pht trin thm , lm a dng sn phm NUTRILITE vi nhiu loi nguyn liu t nhin khc nhau nh bc h ,sm,..Hn na cn tng thm nhiu loi khong cht ,vitamin cn thit cho sn phm Ngoi ra AMWAY cn phi tin hnh i mi v l ng sn phm chc nng v pht trin sn phm tt v mang li sc kho cho ngi tiu dng v nhu cu thi hiu ca ngi mua l cn nhng sn phm mi m ,tht tt cho chnh h v ngi thn trong gia nh . Hn na cng ty khng ch pht trin sn phm NUTRILITE di dng vin m c th pht trin sn phm dng nc hay dng bt v la tui tr nh rt s phi ung thuc v vy khi dng nc hay bt th tr nh mt i cm gic b ung thuc. thu ht ngi tiu dng m phn ln l gii tr, c thu nhp kh thnh th,AMWAY tp trung to cho sn phm NUTRILITE mt n tng v s mnh m, tr trung v sang trng. T vic thit k mu bnh, phim qung co, poster, t ri n chn khu hiu cho sn phm u th hin tnh cht ny. c bit AMWAY cn c mt chin lc ,cc bc n thnh cng sn phm ca mnh:

Phn on khch hng tm ra nhng c hi sn phm mi. Phn khch hng ny s l nhng ngi c nh mua hng. Tm kim tng v sn phm mi bng cc cuc iu tra phn ng ca khch hng. "Cch d dng nht iu tra th hiu ca khch hng l ngh h xp hng nm n mi sn phm h yu thch nht v gii thch l do la chn nhng sn phm . Cn tn dng trit kh nng ca cc lin doanh, lin kt marketing chuyn nghip. Bn hng cho cc knh phn phi trc. "Gii thiu mt sn phm mi cn c . Nu nh th trng coi sn phm mi l "tt", n s bn chy."