MC LC

Bi tiu lun v chin lc marketing cho sn phm Sony LCD Bravia

Bi tiu lun v chin lc marketing cho sn phm Sony LCD Bravia......................................................1 VI NT S LC V CNG TY SONY VIT NAM............................................................................4 PHN TCH V XC NH KHCH HNG MC TIU CA SN PHM.......................................4 Khch hng:................................................................................................................................................4 Cc c im ca khch hng v thi quen mua sm sn phm Bravia:..................................................4 Gii tnh:................................................................................................................................................4 Ngh nghip, a v, kh nng ti chnh:...............................................................................................5 Tm l tiu dng:...................................................................................................................................5 Thi gian mua sm:................................................................................................................................5 nh hng khch hng s dng sn phm Bravia:..................................................................................5 I.TNH NNG V TIN CH SN PHM.................................................................................................7 V s a dng ca sn phm:.....................................................................................................................7 Tnh Nng V Tin ch...............................................................................................................................7 Nhc im :..............................................................................................................................................9 Phn Tch V nh Gi Marketing Mix......................................................................................................10 Sn phm v chin lc sn phm:..........................................................................................................10 Khi nim sn phm:...........................................................................................................................10 Cc thnh phn ca sn phm .............................................................................................................10 Cc chin lc sn phm:....................................................................................................................11 Gi v Chin lc gi...............................................................................................................................13 Phng php nh gi sn phm:........................................................................................................13 Cc chin lc gi ..............................................................................................................................14 Chin lc gi ca Sony......................................................................................................................16 Phn phi v chin lc phn phi..........................................................................................................20 Cc knh phn phi hin nay ca Sony Vit Nam:.............................................................................20 Chin lc phn phi ca cng ty Sony Vit Nam: ..........................................................................21 Chiu th v chin lc............................................................................................................................22 Quan h cng chng:............................................................................................................................22

Hot ng qung co:.........................................................................................................................22 Hot ng khuyn mi:.......................................................................................................................23 Bn hng trc tip:..............................................................................................................................23 Kt Lun.......................................................................................................................................................24

LI M U
1.

i tng v phm vi ti:

Phn tch chin lc marketing ca tp tp on Sony vi dn chng tiu biu l dng sn phm TV LCD Bravia .

2.

ngha ca ti:
Gip nh qun tr thy r tnh hnh hot ng Marketing cho sn phm TV LCD Bravia ca doanh nghip, kh nng ng ph ca cng ty Sony Vit Nam vi cc yu t bn trong v bn ngoi, v th cnh tranh ca cng ty so vi cc i th khc trn th trng. Tm hiu kin thc ca ngi tiu dng v cc loi hnh tivi v kin ca h v cc yu t tc ng n chin lc Marketing hn hp cho sn phm TV LCD Bravia ca cng ty. Kt qu ti ca nhm l hiu v rt ra c kin thc v chin lc, phng thc cng nh kh nng x l p ng trc nhng khn trong kinh doanh, b sung cng c kin thc cho tng c nhn trong mn hc marketing c bn.

CHIN LC MARKETING CHO SN PHM TV LCD BRAVIA CA CNG TY SONY VIT NAM
VI NT S LC V CNG TY SONY VIT NAM
c thnh lp vo ngy 1/11/1994, cng ty Sony Vit Nam l cng ty lin doanh gia Viettronic Tn Bnh v tp on Corporation Sony, chuyn lp rp v kinh doanh cc sn phm in t dn dng, cung cp cho th trng trong c nc. Thi gian lin doanh gia hai bn l 10 nm, vn gp cho lin doanh bn Vit Nam 30%, bn nc ngoi 70%. Vi vn php nh: 2.000.000USD v tng vn u t ban u: 6.666.000USD v n 11/1996, tng vn u t ln 16.600.000 USD. Cng ty c t cch php nhn, con du ring v m ti khon ti ngn hng VIETCOMBANK.

PHN TCH V XC NH KHCH HNG MC TIU CA SN PHM

Khch hng:
Khch hng chnh l yu t bn ngoi quan trng nht i vi mi cng ty, l mc tiu m cng ty nhm n tha mn ti a nhng nhu cu a dng v lun thay i ca h v chnh l yu t quyt nh s tn ti ca cng ty. i vi Sony, khng ch dng li vic tm hiu nhng c im v p ng nhu cu ca khch hng, ta c th thy Bravia cn l mt nh hng cho khch hng, l nhng g m khch hng s hng n, s thy l cn thit trong tng lai, mc d trc khi tip xc vi sn phm h cha h bit n iu . Bravia khng ch l sn phm, m cn l nhng ch li, tin nghi v nhng gi tr v hnh khc m h s c c khi s dng sn phm.

Cc c im ca khch hng v thi quen mua sm sn phm Bravia:

Gii tnh: V Bravia l sn phm k thut cao nn thng thng khch hng mua sn phm thng l nam gii v h s hng th tm hiu v c mt s kin thc nht nh v cc ch tiu, thng s k thut ca TV hn ph n. Hn na, thng thng, i vi nhng sn phm tiu dng mang tnh lu di, gi tr cao th ngi nam gii s l ngi la chn v ra quyt nh mua sm. Do , khi gii thiu Bravia n ngi tiu dng, cng ty nn lu n i tng khch hng tim nng l nam gii hn l n gii gia tng hiu qu qung co ca mnh. Chng hn nn ng qung co sn phm trn cc bo m nam gii thng gp nh bo thi s Si Gn gii phng, Tui Tr, Thanh Nin, Bng , Th Thao,

Ngh nghip, a v, kh nng ti chnh: Do Bravia l sn phm c gi thnh rt cao nn kh kn chn ti tin ca ngi tiu dng. V vy, i tng khch hng tim nng thng l nhng ngi lm vic c mc thu nhp v tit kim mc kh cao mi c kh nng mua nhng sn phm ny. Tm l tiu dng: V l sn phm k thut cao v gi tr cng cao nn khi mua hng, ngi tiu dng s cn nhc, tm hiu rt nhiu v gi c, cht lng, thng hiu, tnh nng, thng s k thut, v c s so snh gia cc nhn hiu vi nhau. Do , c th thu ht khch hng la chn sn phm ca mnh, Sony Vit Nam cn tm cc phng thc cung cp thng tin v sn phm, a im phn phi, trng by n khch hng mt cch thun tin, a dng v phong ph nht nh thng qua bo ch, truyn hnh, brochure, t bm, Internet. Ni dung thng tin cn c s cht lc r rng, y , chi tit nhng vn phi d hiu, d nh v tht cun ht ngi c. Thi gian mua sm: Nh phn tch trn, v Bravia l sn phm c gi thnh rt cao nn thi im mua sm ca sn phm ny thng l nhng dp Tt, l 30/4, 1/5, 2/9, khi thu nhp, lng thng ca ngi tiu dng di do v h sn sng chi tiu mua sm trong nhng dp nh th. Ngoi ra, lng bn , do ngi quyt nh mua sm sn phm thng l nam gii nn sn hng ca Bravia ni ring v ca cc loi tivi ni chung cng s tng vo cc thi im c t chc s kin th thao, bng nh cc ma Th vn hi Sea Games, Euro cup, World cup,Nm c ma cao im ca sn phm, cng ty mi c s chun b tt hn cho cc chin lc qung co sn phm, khuyn mi, d bo sn lng hng s bn ln k hoch sn xut, tng nng sut nhm p ng kp thi v y nhu cu ca th trng.

nh hng khch hng s dng sn phm Bravia:

Trong thi im cnh tranh gia cc i th khng ch bng sn phm, gi c v cht lng sn phm, Sony Vit Nam khng ch p ng nhu cu ca khch hng bng sn phm ca mnh m cn em n cho khch hng nhng gi tr v hnh m h s c c khi s dng sn phm. ng thi, Bravia cng l sn phm nh hng th hiu ca khch hng, gip h cm nhn Bravia chnh l nhng g m h mong i, c ao c c. V d v gii php kho st thc t: 1. Khi la chn nhn hiu TV ti VN, nhn hiu no Anh/Ch u tin chn u tin l: Sony LG JVC SamSung khc (vui lng ghi r) 2. Gia nh anh /ch c s dng TV khng: a. Khng b. Nu c. Xin anh ch cho bit s lng TV c trong gia nh: o 1 ci o 2 ci o Nhiu hn 2 ci 3. Anh/Ch vui lng nh du vo loi cong ngh ch to mn hnh TV no Anh/Ch bit a. TV Bng n hnh (TV CRT). b. TV Plasma.

c. TV LCD (Mn hnh tinh th lng). 4. Theo Anh /Ch loi TV no cho mu sc trung thc v hnh nh sc nt nht. a. TV n hnh (TV CRT) b. TV Plasma c. TV LCD 5. Anh /Ch vui lng k tn nhng hng in t c bn sn phm TV LCD m anh ch bit . 6. Anh / Ch bit sn phm TV LCD ca Sony qua phgn tin no a. Phng s trn bo,mng. b. Qung co trn bo,TV c. Ca hng trng by/ sSiu th in my. d. Ngi quen gii thiu. e. Trang web ca cng ty. f. Khc (vui lng ghi r): 7. Theo Anh/ Ch cht lng ca TV LCD Bravia l: o Rt tt o Tt o Chp nhn c o Khng chp nhn c o Khng c kin 8. Theo Anh/Ch gi ca sn phm TV Bravia l: o Rt mc o Mc o Hp l o R o Khng c kin 9. Xin vui lng cho bit thu nhp bnh qua trong 1 thng ca gia nh Anh/Ch : < 1.5 triu. 1.5 ->3 triu. 3-> 5 triu. 5-> 8 triu. > 8 triu 10. Anh / Ch vui lng cho bit Anh/Ch mong ch c tnh g t TV LCD Bravia.

Xin chn thnh cm n Anh/Ch

I. TNH NNG V TIN CH SN PHM

V s a dng ca sn phm:
Loi dng sn phm Sony Internet TV mang thng hiu Bravia chia ra lm 3 dng sn phm chnh: Cinematic (cao cp), Presence (trung bnh), Essential (c bn). Cc dng sn phm chnh ca TV Internet 2012 ca Sony gm c TV 3D l Bravia HX855, HX750, Bravia EX650, NX650. C tt c 9 model LCD vi kch thc mn hnh khc nhau (t 15 inches n 40 inches) khch hng la chn. Dy sn phm ca Samsung cng c 9 model (t 20 inches n 46 inches). Trong khi , LG ch c 5 model (t 26 inches n 42 inches). S a dng ca dng sn phm cng l mt yu t quan trng, gip p ng mi nhu cu a dng ca khch hng, gia tng tnh cnh tranh cho snphm. Nu nh TV LCD ca Sony c nhng tnh nng c bit v hiu ng m thanh - mt th mnh t xa n nay ca Sony th LCD ca Samsung li c tnh nng iu chnh m lng t ng, cn LG th li c h thng loa tch hp v nh c trng thi m thanh trc . Nh vy, mi hng cng phi c mt im mnh v tnh nng sn phm c th cnh tranh ln nhau khi gii thiu sn phm vi khch hng. Ngoi ra, sn phm LCD ca Sony cn tp hp trong cng mt sn phm nhng tnh nng c bit khc nh kh nng cm ng nh sng, mn hnh chnh ph, chia i mn hnh v kh nng dng hnh. iu ny khng phi hng no cng lm c, do n lm cho sn phm ca Sony c th cnh tranh hn so vi cc i th ca n.

Tnh Nng V Tin ch

Tit kim khng gian ng k. Tng sang trng ca ngi nh. Linh hot trong vic b, ph hp vi nhiu kiu kin trc nh khc nhau. Nhng tiu ch truyn thng ca mt chic TV nh cht lng hnh nh, m thanh c Sony Internet TV p ng rt n tng. m thanh cng c Sony Internet TV u t kh k, vi h thng m thanh vm 3D, bi y l mt trong nhng yu t quan trng nht tc ng n vic thng thc gii tr a phng tin m dng TV mi ny hng ti. Sony Internet TV cn cung cp mt s tnh nng khc bit rt ng quan tm da trn nn tng kt ni Internet ca mnh. C th k n nh vic gi in thoi min ph qua dch v Internet Skype. Vi dch v ny, ngi dng c th lin lc thoi mi vi bn b, ngi thn m khng mt cht chi ph no. (dng skype qua my tnh hoc cng loi Internet TV ny Vi hng lot tnh nng b sung mi hp dn, loi TV Internet t ra ln lt hon ton trc TV truyn thng

Mt tnh nng ni bt khc c th k n ca Sony Internet TV l cm bin gip tit kim in v hiu chnh hnh nh ph hp vi s thay i ca mi trng. Tng t nh phong cch hin i nhng khng hi in nhng khch sn c thit k theo cng ngh mi, tnh nng cm bin hin din gip ngi xem khng phi bn khon v chuyn qun khng tt TV lc vi ra ngoi. Sony Internet TV s t tt mn hnh tit kim in, v sau mt khong thi gian nht nh, nu ngi xem khng quay li th thit b s c c ch t ng tt hon ton. Chc nng iu chnh sng mn hnh ph hp gi c hnh nh sc nt, hoc iu chnh sng ca mn hnh gip trnh hi mt khi khng gian xung quanh ti mu. Tnh nng hu ch khc ca loi TV mi ny l cng ngh bo v ngi xem nh tui khng c li gn mn hnh qu mc, bi khi pht hin khong cch xem TV khng t mc an ton cho php, hnh nh trn TV s t ng b ngt v thay bng cnh bo nhc nh. a phn mm B Vui Hc vo cc TV, cc em nh khi xem s va hc, va chi vi cc phn mm ng dng gio dc nh: B Hc Ch Ci, B Hc Ting Anh. cng nhng Bi Hc Gio Dc Nhn Cch. im ni bt ca nhng chic TV th h mi ny l vic Sony a vo b vi x l hnh nh nh X-Reality PRO / X-Reality, nhm ci thin phn gii thng khng t chun cc ni dung trc tuyn trn Internet. Vi cng ngh ny, phn gii s c ci thin r rt, bt k ngun pht l Blu-ray, knh truyn hnh hay Internetmang n cho ngi xem mt tri nghim sng ng. Vi nhng ni dung 3D, b x l hnh nh tn tin ny s gip ti to hnh nh 3D siu thc, bn cnh , chc nng Clear Resolution Enhancer s gip gim ht, ng thi tng cng tng phn, su, cho hnh nh mn v sc nt hn. Ni dung gii tr th gii c tch hp Song song vi hnh nh, ni dung Internet trn TV ca Sony 2012 cng c nhiu im mi, khi hng kt hp vi VNG v bo Thanh Nin a cc ni dung thun Vit v gii tr, tin tc v gio dc ln TV ca mnh.

Hnh minh ha TV D dng kt ni vi Smartphone

Hnh minh ha C th, Sony s kt hp vi Zing News a nhng kin mi nht ln TV thng qua tng hp cc video clip c quan tm nht trong tun. Tip theo l cc vn c gii tr quan tm trong mi lnh vc nh m nhc, thi trang, in nh, sn khu, php lut, x hi v i sng Kho gii tr m nhc Zing MP3 cng s c tch hp phc v ngi dng lnh vc gii tr. Bn cnh , vi vic hp tc vi Thanh Nin Online, ngi dng va c cp nht tin tc va c th xem cc bn tin th thao, video v cc trn u bng ma Euro 2012 sp ti trn nhng chic TV ny. ni dung quc t, Sony a vo kho ng dng Opera Store phc v ngi dng, tch hp mng x hi Facebook, Youtube, SkypeNgoi ra, ngi dng cng c th kt ni iu khin nhng chic TV ny thng qua smartphone mt cch d dng.

Hnh minh ha

Nhc im :
iu trc tin l khng phi ngi tiu dng no cng bit cch s dng d dng dng TV thng minh: Kh s dng, v vic duyt web bng iu khin remote kh phin h. Ngoi ra, theo b Nguyn Mai Anh, Gim c truyn thng ca NetTV, mt trong nhng tr ngi cho s pht trin IPTV v Internet TV trong nc l ng truyn ADSL ti thiu phi t 156 Kb/giy v c cht lng tt l trn 300 Kb/giy trong khi cc h gia nh thng chn gi dch v gi r vi tc ch bng 1/3. Thm na, Internet TV cha c cm ng mn hnh m cng khng c xu hng tr thnh chic my tnh bng khng l. Vic iu khin kt ni ch yu vn l trn remote truyn thng c mt s ci tin v phm bm c th g k t n gin, nhng cng khng th thun tin bng mt bn phm chuyn dng. Do , khng c chuyn dng tivi duyt mail hay gii quyt cc cng vic vn phng nh ngi tiu dng tng k vng. ng thi, v l do khi ng nhanh, cc TV khng c h iu hnh. V vy vic truy cp ch c th nh vo Widget (biu tng) c sn. Nhng ph kin cn thit cho cc tnh nng nhng li khng i km theo my. Chng hn nh nu ngi tiu dng mun s dng TV thc hin cc cuc gi Skype, h s phi sm thm microphone v camera c th ca hng Sony, song 2 ph kin ny l tch ri v phi mua ring. y cng l mt im kh bt cp m cc nh sn xut vn cha th khc phc.

Phn Tch V nh Gi Marketing Mix

Sn phm v chin lc sn phm:
Khi nim sn phm: Theo quan nim c in: sn phm l tng hp cc c tnh vt l, ha hc c th quan st, c tp hp trong mt hnh thc ng nht v l vt mang gi tr s dng. Trong nn sn xut hng ha, sn phm cha ng hai thuc tnh: gi tr v gi tr s dng. Ni khc i, sn phm vi t cch l mt hng ha, n khng ch l s tng hp cc c tnh vt l, ha hc, cc c tnh s dng m cn l vt mang gi tr trao i hay gi tr. Theo quan im Marketing: ng trn quan im ny th khi nim v sn phm cng c nhiu quan nim khc nhau, nhng nhn chung u i n mt quan im: Sn phm l bt c nhng g c th a vo th trng to s ch , mua sm, s dng, tiu th, nhm tha mn mt yu cu hay c mun. N c th l nhng vt th, dch v, nhng con ngi, a im, nhng t chc, tng, Tuy nhin, cn lu , ngy nay, ngi tiu dng khi mua mt sn phm khng ch ch n mt gi tr s dng m cn quan tm n nhiu kha cnh khc ca sn phm nh s sang trng, s tin li v tnh thi trang, Nh vy, cch hiu v sn phm theo quan im Marketing rng ri hn, gip cc doanh nghip nghin cu v sn phm t vch ra mt chin lc hon thin hn, hiu qu hn. Cc thnh phn ca sn phm - Phn sn phm ct li: Phn ny phi gii p c cu hi ngi mua thcs mun mua ci g?. mi sn phm, ngi tiu dng thng quan tm n mt s li ch nht nh. y chnh l sn phm trn tng - Phn sn phm hin thc: l dng c bn ca sn phm, gm 5 yu t: c im, nhn hiu, bao b, cht lng, kiu dng ca sn phm. - Phn sn phm b sung: bao gm nhng dch v v li ch b sung lm cho nphn bit vi sn phm ca i th cnh tranh. N bao gm: vt trang b thm, ni phcv, dch v sau bn, bo hnh, giao hng v cho hng tn dng. Phn ny dn nh lm tip th nhn v ton h thng tiu th ca ngi mua.

Theo Levitt th S cnh tranh mi ngy nay khng cn gia cc sn phm do ccdoanh nghip ch ra trong nh my na, m l gia nhng g h thm vo cho mn hngxut xng di dng bao b, cc dch v, qung co, li khuyn cho khch hng, cch ti tr, nhng sp xp cho vic giao hng, lu kho, v nhng iu khc m ngi ta coi trng.

Cc chin lc sn phm: Trong iu kin cnh tranh ngy cng quyt lit, cng vi s pht trin ca khoahc k thut v h thng thng tin, gi c khng cn l v tr hng u m cc khch hngcn quan tm n c nhng yu t khc nh cht lng, mu m, dch v, Ngoi ra,theo xu hng kinh doanh hin nay, cc doanh nghip khng ch dng li mc p ngnhu cu m cn hng n vic nh hng nhu cu v kch thch nhu cu. C th hn lsn xut ra nhng sn phm i trc nhng nhu cu m hin ti nhu cu vn cha xuthin.Trong khi , Marketing phi xc nh r cn sn xut ci g?, sn xut nh thno? bn hng ra sao?... Chnh v vy m chin lc sn phm l nn tng, l bc khiu trong qu trnh sn xut kinh doanh, i hi cc nh doanh nghip phi c u csng to v quan st tinh vi, khng nhng th trng hin ti m cn d on thtrng tng lai, t tung ra th trng nhng sn phm nhm p ng nhu cu phongph v lin tc bin i ca khch hng.Chin lc sn phm c ni dung kh rng v bao gm mt s hng ch yu sau: Chin lc chng loi: Trong iu kin th trng lun lun thay i theo thi gian, khng gian, gii tnh,tui tc, ngh nghip, thu nhp, th mt doanh nghip khng th no an tm v v trca mnh nu ch kinh doanh duy nht mt loi sn phm v s rt kh trnh c ri ro.V vy, doanh nghip phi c mt chin lc chng loi hp l, bao gm:

Chin lc ti nh v nhn hiu sn phm: D mt sn phm c nh v tt th no trong th trng th qua mt thigian, nh sn xut cng phi thc hin ti nh v cho n. Nhng i th cnh tranh cth tung ra mt sn phm gn ging v ln vo th phn ca cng ty. Hoc l s thchca khch hng thay i, hay sn phm khng cn hp vi th hiu ngi tiu dngna.Vic ti nh v c th i hi s thay i c sn phm ln hnh nh ca n hoc cth ti nh v bng cch ch thay i hnh nh ca n m thi. Khi ti nh v mt nhnhiu sn phm, ngi lm tip th phi chc chn rng v tr mi ca sn phm vn tnghp vi v tr c. C nh vy h vn gi c khch hng c, ng thi thu ht thm khch hng mi nhm duy tr v pht trin phn th trng chim c. Chin lc m rng hoc ct ta chng loi sn phm: Chin lc m rng nhn hiu l nhng n lc nhm s dng mt tn hiu thnh cng tung ra nhng sn phm mi hay nhng sn phm ci tin. Vic m rngnhn hiu tit kim cho nh sn xut chi khon chi ph tn km khi phi qung co chomt tn hiu mi, ng thi sn phm mi vn c th trng nhanh chng chpnhn. Ngc li, trong qu trnh kinh doanh, nhng thng tin phn hi t th trng gipcho doanh nghip nhn bit c sn phm no c ngi tiu dng a chung, snphm no b thi hi. T c th quyt nh ct ta bt nhng chng loi sn phm kinhdoanh khng c hiu qu hoc hiu qu thp, dnh ngun ti lc tp trung pht trins sn phm c hiu qu cao. Chin lc bin i chng loi: S bin i chng loi khng nht thit i hi nh sn xut phi c nhng snphm hon ton mi. Doanh nghip c th to ra mt sn phm mi trn c s lm khci t nhiu so vi nhng sn phm c. Chin lc bin i chng loi cn bao hm cvic ci tin v hnh dng, vt liu, cch trang tr, bao b, Trong nhiu trng hp, ccc tnh k thut v s dng ca bn thn sn phm vn gi nguyn nh c xong ch thayi v bao b cng c th mang li cho nh sn xut nhng c hi tiu th ln nh mt ssn phm hp, gii kht. Chin lc v cht lng sn phm: C 3 loi chin lc v cht lng sn phm: Chin lc hon thin v ci tin cht lng sn phm: Chin lc ny trin khai theo mt s hng nh sau: Hon thin v cu trc k thut ca sn phm. Nng cao cc thng s v bn, an ton, kh nng gim tui th ca snphm. Thay i kiu dng, kch c. Quan tm c bit n mu sc, mi v ca sn phm. Thay i cc vt liu ch to. Hn ch hoc vt b nhng chi tit hay hng, t ph hp vi cng chng, thayvo nhng b phn, chi tit ph hp vi khch hng.

Tng cng tch thch dng ca hng ha d s dng, d bo qun, d mua phtng thay th.

Chin lc duy tr cht lng sn phm: nhiu cng ty vn duy tr sn cht lng ban u khng i tr khi xy ra nhng sai lm hin nhin hoc th hiu mi buc phi thay i. Chin lc gim dn cht lng: mt s cng ty ban u gii thiu sn phm mi c cht lng rt tt, sau khi gy c ting vang v chim c th phn ng kth bt u gim cht lng b vo chi ph tng cao, vi hi vng khch mua s khng nhn ra s khc bit g. Vic ny c th lm tng mc li hin ti nhng d sao cng s nh hng n mc li nhun lu di. Chin lc a dng ha mt hng hoc i mi sn phm:

Chin lc ny hng vo vic pht trin mt s sn phm mi cho th trnghin ti hay pht trin mt s sn phm mi cho th trng mi. Nhn chung, trong giaion pht trin ca doanh nghip, vic i mi cc chng loi sn phm lm cho khilng tiu th tng ln, gip cho cng ty chng nhng cng c c th phn th trnghin ti m cn c kh nng tn cng vo nhng phn khc mi ca th trng hoc vnra cc th trng khc. Chin lc ny cn m rng kh nng tha mn nhu cu khcnhau ca ngi tiu dng, hn ch s suy thoi nhanh ca sn phm.iu ct li ca chin lc sn phm l phi linh hot, nhy bn, quyt nh kp thi, lc no cng phi m bo c mt s sn phm mi hoc c gi l mi khi th trng tr tr l c qu mchin lc tung ra ngay.

Gi v Chin lc gi
Phng php nh gi sn phm: nh gi cng chi ph: L phng php n gin nht, trong cng ty cng thm mt phn li nhun tiu chun vo chi ph sn phm. Phn li nhun ny thay i ty theo loi sn phm. nh gi theo li nhun mc tiu Da vo vic phn tch ha vn. Trong phng php ny, nh sn xut phi xem xt cc mc gi khc nhau v c on sn lng ha vn, kh nng v lng cu v li nhun n v sn phm xc nh tnh kh thi ca li nhun mc tiu. nh gi theo ngi mua L phng php nh gi theo s nhn thc ca khch hng v sn phm ch khng theo chi ph nh sn xut. Nhn thc ca khch hng v gi tr l yu t ch yu cho phng php ny. Cng ty s dng cc bin khc trong hn hp marketing xy dng gi tr trong tm tr ngi tiu dng. Cng ty phi khm ph vic nhn thc gi tr ca ngi tiu dng i vi cc sn phm ca i th cnh tranh. nh gi da vo cnh tranh Da hon ton vo gi ca i th cnh tranh v t ch vo chi ph cng nh nhu cu trn th trng. Cng ty c th nh gi bng, cao hn hay thp hn mt t so vi i th cnh tranh. y l phng php ph bin nht l i vi nhng th trng m co gin gi rt kh o lng.

Cc chin lc gi Chin lc gi c sn phm mi Chin lc gi "ht kem" (market-skimming pricing): L chin lc trong cng ty t gi cao cho sn phm mi, cao n mc ch c mt s phn khc chp nhn. Sau khi lng tiu th chm li, cng ty mi h gi sn phm thu ht khch hng. Lm nh vy, cng ty t c mt phn li nhun cao t nhng phn khc lc ban u. Chin lc ny c p dng vi iu kin: Cht lng v n tng v sn phm phi ph hp vi yu t gi cao. lng khch hng chp nhn gi cao. i th cnh tranh kh khn trong vic tham gia th trng.

Chin lc gi xm nhp th trng (market penetration pricing): Vi chin lc ny, cng ty n nh gi thp vi hy vng s hp dn, thu ht c nhiu khch hng nhm ginh c mt th phn ln. Vic n nh gi thp s c thun li trong iu kin sau: Th trng rt nhy cm vi gi c, gi thp s m rng c th trng. Chi ph sn xut t l nghch vi sn lng. Gi thp s khng kch thch i th cnh tranh. Chin lc gi cho hn hp sn phm: Tnh hp l ca vic xc nh gi c sn phm c iu chnh trong khi mt sn phm l mt phn ca mt hn hp sn phm. C 4 trng hp ph bin: nh gi cho dng sn phm (product line pricing): Cc cng ty thng khng sn xut mt mt hng ring bit m sn xut c mt dng sn phm (mt chng loi hng ha). V d Sony sn xut mt lc 9 loi TV LCD Bravia khc nhau v cht lng, tnh nng,... Do , cng ty phi xem xt vic nh gi cho tng sn phm trong dng sn phm: mc khc nhau ca chi ph sn xut, s nh gi ca khch hng, cng nh gi ca i th cnh tranh ra quyt nh gi cho ng. t gi sn phm t chn (optional product pricing): Nhiu cng ty cung cp sn phm vi nhng c tnh t chn. V d, khch hng khi mua mt my vi tnh c th yu cu gn thm b CD v tr tin cho n v l phn t chn. Cng ty phi xc nh b phn no l phn t chn v quyt nh gi cho n. t gi sn phm km theo (captive product pricing): Mt s doanh nghip sn xut mt s sn phm km theo sn phm ph bt buc phi c nh bn dao co phi c li lam, my CD phi c a CD,... Trong nhng trng hp ny, thng thng gi c sn phm chnh khng cao v cng ty kim li nhiu qua vic tiu th sn phm ph. t gi th phm hoc sn phm ph (by product pricing):

Vic sn xut sn phm chnh hnh thnh ra mt s sn phm ph m vic tiu hy s sn phm ph ny gy nhiu tn km hoc lng ph th doanh nghip s c gng ch bin v tm kim th trng nhm lm gim gi thnh cho sn phm chnh. Do , gi c sn phm ph c th ly gi bt k, min l n b p c chi ph bo qun, vn chuyn, tiu th,... V d khai thc du m c sn phm ph l cht t. Chin lc iu chnh gi: Doanh nghip iu chnh gi c ty theo nhng iu kin kinh doanh khc nhau v cc yu t ca hin trng th trng nh: Gim gi (discount pricing and allowances): Nhiu cng ty p dng vic gim gi kch thch khch hng trong cc trng hp sau: Thanh ton sm. Mua s lng ln. Thc hin mt s chc nng cho nh sn xut nh tn kho, thng k. Mua hng tri thi v. Trao i hng ha nh tr hng c mua hng mi, thc hin chiu th. Chnh sch gi phn bit: Nhiu cng ty thng hay thay i gi c cn bn cho ph hp vi tng i tng khch hng, ph hp vi tng sn phm, khu vc tiu th,... y l trng hp cng ty bn mt sn phm vi nhiu mc gi khc nhau khng da trn c s chi ph khc nhau m ty thuc vo phn khc khch hng, dng sn phm, khu vc hay thi gian bn sn phm... Gi tm l: Rt nhiu khch hng dng gi c o lng cht lng sn phm. Khi p dng chnh sch gi tm l, nh sn xut xem xt yu t tm l ca gi c ch khng n thun v kha cnh kinh t. nh gi theo vng a l: Cng ty cn xem xt gi c ca sn phm khi bn cc vng a l khc nhau. Khi p dng chnh sch gi ny, cng ty cn ch chnh sch gi ca cc i th cnh tranh. Chin lc thay i gi c: Sau khi pht trin c cu v chin lc gi c, doanh nghip thng gp phi nhng trng hp gim gi hoc phi tng gi. Gim gi: Vic gim gi thng i ph vi nhng trng hp sau: Nh my cn cng sut hot ng. Gim gi do i ph vi nhng i th cnh tranh nhm tm kim thm thi trng. Do kh nng tiu th khng cao, th phn b suy gim. Do mun khng ch th trng. Chin tranh v gi.

Tng gi: vic tng gi c th nh hng khng tt cho vic bn hng nhng vic tng gi thnh cng c th gia tng li nhun mt cch ng k. Vic tng gi c th xut pht t nhng yu t sau: Gi c d nh: cng ty nng gi cao hn c s d kin lm pht hoc s kim sot gi c ca chnh ph. Lng cu qu ln. Chi ph u vo tng (nguyn vt liu,...). Chin lc gi ca Sony

Cng ty dng phng php nh gi cng chi ph, cn mang tnh hng vo doanh nghip, cha mang tnh hng ra th trng. Qa trnh nh gi ca Bravia theo quy trnh di y: Hng nm, xy dng mt k hoch chi tit v doanh thu v li nhun mc cn t c cho sn phm Bravia. Thng k nhng chi ph sn xut sn phm mi v chi ph lin quan cn thit cho vic tung sn phm mi ra th trng.

Sau cng, chin lc gi c c xc nh c th t c ngn sch a ra. V vy, phng php nh gi ny thng khng tin liu c ht v chnh xc nhng yu t mi trng bn ngoi thay i khi xy dng ngn sch ban u cho mnh. Nn li nhun v doanh thu vn c th khng t c nh mong i. Ngoi ra, c th chin lc ny khng t c tnh cnh tranh ca cng ty trn th trng v cha da st mi quan h cung cu, i th cnh tranh, tim nng ca th trng.

Bng: Xp hng th t t trng v doanh s v sn lng (2005) Ngun: GFK c Nhn vo bng trn, ta thy mt d sn lng bn ra ca Sony thua km Samsung v Royal Philips, nhng doanh s Sony t c li ng v tr th 2. Trong thi gian u tung ra sn phm Bravia (nm 2005) , Sony Vit Nam la chn chin lc nh gi thp nhm t c doanh thu v sn lng ra. Mc d lm cho li nhun cng ty gim nhng do iu kin v thi im tung sn phm Bravia c phn chm chn hn so vi i th cnh tranh nn Sony phi la chn chin lc ny. Tuy nhin, sau mt thi gian, u th ca Bravia khng cn tn ti na, nn Sony Vit Nam p dng chin lc khc gia tng cnh tranh. iu chnh gi:

Bng iu chnh gi Giai on lu hnh TV LCD Bravia dng c, Sony VN ch c mt ln iu chnh gim gi cho model KLV-V26A10 khc phc im bt hp l trong qu trnh xy dng gi. Lc , gi KLV-V26A10 (TV 26, hng cao cp) l 36.900.000 VND, gi ca TV 32, dng trung (KLV-S32A10) ch c 34.900.000 VND. Nh vy, sn phm KLV-V26A10 s kh bn v ngi tiu dng thng chn mua TV 32 dng trung nn cng ty phi iu chnh gi KLV-V26A10 tiu th model ny d hn. Trong sut qu trnh sn phm Bravia dng c lu hnh, Sony VN lun gi vng chin lc v gi ca mnh, khng tham gia cuc chin v gi, ng thi cam kt bo m cht lng sn phm n nh i vi ngi tiu dng. Tung ra sn phm mi Sony VN tung ra sn phm mi vi gi thnh thp hn dng sn phm trc nhng cht lng sn phm li c nng cao nh ci tin cng ngh. iu ny gip cho gi thnh ca Bravia mang tnh cnh tranh hn nhng khng lm nh hng n nim tin ca khch hng vo cht lng sn phm.

STT 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23

Model KDL-55HX855 KDL-46HX855 KDL-40HX855 KDL-55HX750 KDL-46HX750 KDL-40HX750 KDL-32HX750 KDL-40NX650 KDL-32NX650 KDL-55EX720 KDL-40EX720 KDL-32EX720 KDL-46EX650 KDL-40EX650 KDL-32EX650 KLV-42EX410 KLV-32EX310 KDL-46CX520 KDL-40CX520 KDL-32CX520 KLV-46BX450 KLV-40BX450 KLV-32BX35A

Ga (VND/ci) 67.900.000 49.900.000 36.900.000 51.900.000 35.900.000 27.400.000 17.900.000 20.900.000 15.900.000 49.900.000 21.900.000 13.900.000 27.900.000 19.900.000 12.900.000 16.900.000 10.900.000 20.900.000 12.900.000 9.900.000 16.900.000 11.900.000 7.500.000

Bng ga dng Sony LCD Bravia

Phn phi v chin lc phn phi

Mt h thng phn phi hu hiu phi m bo c rng sn phm n vi khch hng mc tiu thun tin nht thng qua cc knh phn phi a dng: knh bn l, bn s, ca hng trng by, Qua hn mi nm hot ng, Sony Vit Nam khng ngng hon thin h thng phn phi c v cht lng ln s lng. H thng phn phi hin nay ca Sony c hn 250 i l v ca hng trng by tri rng trn khp cc tnh thnh t Bc ch Nam v danh sch cc i l ny c thng k y trn trang web ca cng ty www.sony.com.vn mi khch hng c th tm kim theo tng khu vc, a bn ca mnh mt cch d dng v tin li. Cc knh phn phi hin nay ca Sony Vit Nam: i l: Knh phn phi ch yu ca Sony Vit Nam l h thng cc i l ca cng ty. Cc i l s kinh doanh theo phng thc mua t bn on, ngha l i l phi quyt nh s lng v mt hng cn mua ty theo tnh hnh th trng v nng lc ti chnh, kho bi ca mnh. T l chit khu ca i l ty thuc vo tnh hnh kinh doanh, doanh s, uy tn thanh ton ca i l,v t l ny do cng ty Sony quyt nh. Nhn vin bn hng l nhn vin ca i l. Cc i l thng thng ny chim i a s trong h thng phn phi ca cng ty (trn 200 i l), nh: Trung tm mua sm Si Gn (Nguyn Kim), siu th in my Thin Ha, cng ty trch nhim hu hn Metro Cash & Carry VN, i l lin kt: L dng i l c s lin kt, h tr t Sony Vit Nam cho pha i l v i ng nhn vin bn hng v v ti chnh vi chnh sch chit khu u i. V d nh i l Trung tm mua sm Diamond Plaza, i l Thng x Tax. dng ny, i l vn phi kinh doanh theo phng thc mua t bn on, tng t nh mt i l bnh thng. Tuy nhin, dng i l lin kt phi ny tha mn nhng yu cu nht nh v nng lc ti chnh, mt bng kinh doanh, cam kt v sn lng v doanh thu s t c hng thng vi Sony Vit Nam mi c h tr nh vy t pha cng ty. i l c quyn: L dng i l ch bn duy nht cc sn phm ca Sony Vit Nam, khng bn sn phm ca hng khc. i l ny cng phi m bo cc yu cu nht nh v mt bng, kh nng ti chnh, doanh thu, s lng cam kt theo hng thng vi cng ty. V d nh i l Hng

Nhn, i l Trung tm thng mi Parkson, Nhng i l ny c hng rt nhiu ch u i nh: c Sony h tr vn thng qua vic ng hng bn, nu bn khng ht, i l c quyn tr li hng cho cng ty; t l chit khu rt cao v c h tr i ng bn hng chuyn nghip ca cng ty Sony. Tuy nhin, s lng i l c quyn khng nhiu v nhng yu cu ca cng ty i vi i l c hng nhng u i nh vy l rt kht khe. Ca hng trng by v bn sn phm: L h thng ca hng hon ton thuc s hu ca cng ty Sony Vit Nam, t mt bng, hng ha n i ng nhn vin bn hng. Nhng ca hng ny s by bn tt c cc sn phm ca cng ty vi s t vn chuyn nghip ca i ng bn hng c kinh nghim. Cc ca hng ny gip em sn phm n ngi tiu dng, t vn min ph cch s dng sn phm, ng thi, thu thp, lng nghe kin ca khch hng, nhu cu, th hiu ca h phn nh li cho cng ty. Cc ca hng trng by ti thnh ph H Ch Minh gm c: Sony shop Hai B Trng, Sony shop N Trang Long v Sony shop Zen. Chin lc phn phi ca cng ty Sony Vit Nam: Vi nhng c im ca sn phm v tiu chun yu cu v nh phn phi, cng ty Sony VN la chn chin lc phn phi c chn lc ch khng chn cc chin lc phn phi khc nh chin lc phn phi c quyn hay chin lc phn phi rng ri. Vi chin lc phn phi ny, cng ty khng cn tn nhiu chi ph bao qut ht ton b a im tiu th sn phm m vn c quyn kim sot nht nh i vi cc i l v s sp xp, trng by sn phm trong ca hng, mc dch v i km cng nh gi c ca sn phm. Bn cnh , cng ty vn c th h tr, phi hp hun luyn nhn vin bn hng ca cc i l v cc chi tit k thut, tnh nng sn phm v thng bo cc chng trnh khuyn mi ca cng ty. Mt s im yu ca h thng phn phi ca Sony Vit Nam: Kh khn ln nht lun nm ch i l, mt knh phn phi chim t trng cao nht (trn 95%) trong s tng cc knh phn phi sn phm m cng ty cn phi gii quyt nhiu vn cho trit v thu o th mi c th pht huy c chc nng phn phi ca knh ny. Trc ht, cng ty cha c mt ch r rng, nht qun v chnh sch dnh cho cc i l. Cc chnh sch u i i l ty thuc vo nhn vin kinh doanh xut vi ngi qun l trc tip v phi c ban lnh o xt duyt. Tuy nhin, qu trnh xt duyt cn qu cng nhc, nng n v ph thuc nhiu vo kh nng nh gi tim nng i l ca nhn vin bn hng. Do , nu nhn vin kinh doanh thiu kinh nghim, nhn nhn nh gi i l khng ng n, hoc vic xt duyt chnh sch u i cho tng i l qu kh khn, cng nhc, vic pht trin, thu ht i l s b nh hng. Thc t, mt s i l ln vn tip tc phn phi li sn phm cho cc i l nh khc. Do , cc i l cp 2 nh vy s khng c tip cn trc tip cc chnh sch ca cng ty v cng ty khng th qun l cht ch c thc cht tnh hnh th trng, nhu cu thc t ca ngi tiu dng cui cng. Chnh v vy, cng ty cn phi rt ngn khong cch gia cng ty v ngi tiu dng cui cng c th tip cn tt nhu cu, th hiu ca th trng mc tiu v tit kim chi ph nhng knh phn phi trung gian, gim thiu trng hp gi c ca cng mt sn phm nhng li khc bit cc ca hng, gy thit hi cho ngi tiu dng. Hin nay, h thng phn phi ca cng ty ch mi nhm n i tng khch hng c nhn, khch hng mua l m cha thit lp c mt knh phn phi cho khch hng doanh

nghip, khch hng mua s. y l mt mng khch hng y tim nng i vi sn phm TV LCD. Do c im ca TV LCD, c bit l Bravia, l loi sn phm cao cp, gi tr cao nn n rt thch hp cho cc doanh nghip ln nh cc khu ngh mt cao cp, resort, khch sn, cc ta nh cao cp, qun caf, trang b cho nhng phng ngh sang trng, phng hp a nng, snh ch, treo tng, Hn na, mt khi dnh c n t hng ca i tng ny, s lng v gi tr n hng s rt ln, em li nhiu li nhun ln danh ting cho cng ty. Mt im na lm cho h thng phn phi ca Sony km hiu qu l qu trnh vn chuyn sn phm t xng sn xut n ni tiu th. Hng ha c sn xut ti cng ty ri sau mi c vn chuyn ti i l, ca hng trong c nc. Do , nu khng d tnh chnh xc nhu cu th trng th cc ca hng c th b thiu hng tm thi, mt i c hi bn hng cng nh c hi em sn phm n tay ngi tiu dng.

Chiu th v chin lc
Sau khi TV LCD Bravia c tung vo th trng th cng ty ch trng n vic ra cc chin lc chiu th c th cho dng sn phm ca mnh nh sau: Quan h cng chng: T chc hp bo gii thiu sn phm mi: Sony Vit Nam c mt s chun b rt chu o cho s kin gii thiu dng sn phm mi TV LCD Bravia qua hai cuc hp bo Cng ngh t ph - n tng Bravia ti hai th trng chnh: Thnh ph H Ch Minh v t H Ni. Kt qu l mt hng LCD Bravia ca Sony c ting vang tt v gi. Bi vit TV LCD tng nhit trn bo Tui Tr ngy 21/5/2005. Chnh nhng bi bo nghim tc, mang tnh thi s ny s c tc ng gp bi so vi mu qung co, cc chng trnh gii thiu sn phm m cng ty phi tn rt nhiu chi ph thc hin. Ti tr cuc thi hng nm Pht minh xanh: Cng ty phi hp vi Thnh on TP. H Ch Minh t chc cuc thi Pht minh xanh nhm khuyn khch gii hc sinh, sinh vin c nhng sng to v pht minh mi nhm bo v mi trng, xy dng mt mi trng sng v lm vic sch v xanh, cng ging nh cam kt ca cng ty v vic bo v mi trng trong qu trnh sn xut ca mnh. Hot ng qung co: Tivi: Do yu cu th hin s sinh ng cc c tnh, mu sc, m thanh, s sang trng, n tng v quyn r pht ra t Bravia, Sony Vit Nam la chn cc hnh thc qung co trn truyn hnh gii thiu sn phm mi ca mnh. Mu qung co sn phm c pht ra trong mt thng sau khi gii thiu sn phm ra th trng v c pht lin tc trong nhng chng trnh bng World Cup 2006 , World Cup 2010, Euro 2012, cc ma tt nguyn n nhc nh, khuyn khch ngi tiu dng c quyt nh ng n mua sn phm Bravia trong nhng dp ny. Kt qu theo bo VN Express th trong ma Euro 2012 dng sn phm EX 650 nm trong top ti vi bn chy nht Bo ch

Ngoi ra, Bravia cng c qung co mt cch u n trn cc bo c s lng c gi cao nh Tui tr, Ngi Lao ng, Th thao, H Ni mi, Internet: Trang web ca Sony Vit Nam cng l mt phng tin hu ch em li thng tin ca sn phm Bravia cho khch hng. Ngi truy cp c th d dng xem hnh nh, tm hiu tnh nng, thng s thng s k thut cng nh gi c ca tng model. Ngoi ra, h cn c th so snh s khc bit ca nhng sn phm khc dng c cng kch thc mn hnh. Hot ng khuyn mi: T lc gii thiu sn phm vo th trng Vit Nam n nay, cng ty t chc nhiu chng trnh khuyn mi khuyn khch khch hng mua sn phm Bravia: Chng trnh mua TV LCD Bravia c tng mt o gi cao cp Bravia trong giai on tung sn phm mi chng trnh n ti lc ln trong xun Bnh Tut (t t 5/12/2005 n 27/01/2006: co trng lin 10.000.000, 1.000.000 v 100.000 Chng trnh Ai ghi bn bn cng trng trong ma World Cup 2006: tng u DVDNS51P khi mua TV LCD Bravia chng trnh khuyn mi Tuyt diu qu tt, tuyt lc xun, t ngy 15/12/2006 n 15/2/2007: mua TV Bravia c tng ly i mu c o Nhn dp ra mt sn phm mi nm 2011, Hng Sony phi hp cng Cng ty CP Media Mart Vit Nam t chc chng trnh khuyn mi gim gi cho cc dng sn phm Tivi LCD BRAVIA. Chng trnh nm trong Tun l Sony t ngy 26/03 n ht 15/04/2011 ti Media Star 3, Km 10 Nguyn Tri, Thanh Xun Chng trnh khuyn mi ma h 2012 mua mt ti vi Bravia c tng mt b pha tr cao cp hin i, chng trnh din ra khuyn mi l t 5/5/2012 n khi ht qu tng Bn hng trc tip: y l mt trong nhng phng thc chiu th rt quan trng vi cc yu t khng gian ca hng trng by sn phm, cung cch phc v, t vn, hng dn s dng ca i ng bn hng trc tip gip thc y khch hng mua hng. V Bravia l mt sn phm cao cp mang tnh chin lc ca Sony Vit Nam nn cc nhanh vin bn hng ca cng ty u thng lng vi i l sp xp mt v tr chnh din trong ca hng trng by ca i l, thu ht s quan tm ca khch hng vi cch trang tr tht n tng, bt mt. i vi cc ca hng trng by v bn hng trc tip ca cng ty Sony VN, Bravia lun c t v tr chnh din, mt v tr quan trng nht chng t v th ca mnh, ng thi th hin s tn vinh v tr ca nhng khch hng mua sn phm cao cp ny. Khng nhng vy, tt c i ng bn hng ca ca hng trng by trc thuc cng ty cng vi i ng bn hng ca i l u phi tri qua mt kha hun luyn k nng v cch trnh by v gii thiu sn phm k thut cao Bravia, nm r nhng tiu chun k thut, tnh nng c bit ca sn phm so vi sn phm ca cc hng khc c th chng t s chuyn nghip ca mnh v thuyt phc hon ton khch hng quyt nh la chn Bravia

Kt Lun
y l Nhn nh ch quan ca nhm tm hiu v gii php marketing ca Sony ti th trng Vit Nam: Cho d hin nay, sn phm TV ca cng ty Sony Vit Nam lun dn u v cht lng, uy tn v bn nhng cng khng th ph nhn ngi tiu dng ang b cun vo cn lc TV mng. Do , nu khng c s i mi lin tc, bt kp s thay i nhu cu ca th trng p ng, ngai vng ca Sony chc chn s b lung lay. Gi thnh ca sn phm cn km cnh tranh v cc hot ng chiu th, nh bng hnh nh thng hiu Sony ni chung v Bravia ni ring cha thc s c u t mt cch ng n. Qua kt qu phn tch ma trn cc yu t bn trong v bn ngoi ca cng ty Sony Vit Nam, ma trn hnh nh cnh tranh, ma trn cc im mnh - im yu Nguy c Thch thc, ta thy cng ty ch trn mc trung bnh v cc chin lc ni b v chin lc ng ph vi bn ngoi. Do , mc d cng ty Sony Vit Nam ng s 1 trn th trng v doanh thu v sn lng ng th hai nhng cng ty vn cn c mt ng li chin lc, c bit l chin lc Marketing mt cch ng n v chi tit, c th c th a cng ty ln v tr s 1 v mi mt trn th trng. Sony v bi hc m rng thng hiu: Sony l mt trong nhng tp on hng u ca Nht Bn v th gii, tng l biu tng kinh t ca t nc mt tri mc.Tuy nhin, Sony ang tri qua giai on khng hong cha tng thy trong lch s cng ty. Nguyn do s trt dc ny xut pht t u? Trong nhng nm qua, Sony lin tc gp phi nhng kh khn vi s st gim cha tng thy ca c phiu Sony trn sn chng khon. D lin tc ct gim 10.000 nhn s, tit kim chi ph, nhng vin cnh trc mt ca Sony kh m m vi mc l khong 6,4 t USD trong nm ti kha va qua. Ti sao mt tp on hng mnh mt thi gi y li i mt vi nhiu kh khn n vy? C th ni, Sony tng l mt i din mnh ca dng sn phm in my gii tr, trong du n ln nht l sn phm TV.Cng vi s bng n ca ngnh cng nghip truyn hnh, nhu cu s dng TV pht trin rt nhanh.TV Sony nhanh chng chim lnh th trng, l thng hiu mnh, l con "g trng vng" ca Sony.y cng l sn phm xng sng mang li thnh cng trn ton cu cho hng ny. Tuy nhin, nh rt nhiu cng ty thnh cng khc, Sony khng thot khi cm d ca vic m rng sn phm.Hng ny sn xut hng lot dng sn phm thuc nhiu chng loi khc nhau cng mang thng hiu Sony. C th k ra mt s sn phm Sony phi sinh (line extention) nh my vi tnh, ch tri in t, my nghe nhc, sn xut in nh, sn xut m nhc, dch v ti chnh, chui cung ng dch v, ngn hng, cung ng nhn lc, ha cht v.v Sony pht trin hng lot ngnh ngh hon ton khc bit v thiu s lin kt. Chnh iu ny lm lu m i bn sc thng hiu ca tp on. Nu nh Microsoft l i din cho phn mm my tnh, CocaCola i din cho nc gii kht c gaz, Facebook i din cho mng x hi, th Sony i in cho qu nhiu th.iu ny ng ngha vi vic l n khng i din cho iu g c. S m rng khng ngng v thiu kim sot trn mt bnh din rng l tn tht ln khin Sony gp nhiu kh khn v lm ngi tiu dng khng cn nhn ra bn sc thng hiu Sony.Mt cng ty khi mt i bn sc thng hiu ng ngha vi s ra i ca mt s lng ln khch hng.

Thiu s tp trung: Sony m rng mt cch qu mc v mt i nh hng tp trung.Vic mt i nh hng v s tp trung l mt sai lm m nhiu cng ty ln trn th gii vp phi. Dng nh vic m rng quy m cng ty km theo l vic m rng sn phm l mt hp lc khng th cng li i vi cc CEO. Tuy nhin, nhng cng ty mt tp trung vo sn phm ct li s nhanh chng mt i v th dn u. CocaCola cng nh Sony, tng mun m rng sn phm v mua hng phim Columbia Pictures.Sau mt thi gian, CocaCola phi chp nhn bn hng phim ny i, tp trung vo sn phm nc ngt (iu oi om l Columbia Pictures gi li nm trong Sony Pictures Entertainment).Hin gi, CocaCola vn l thng hiu c gi tr ln nht th gii. Nh cu ngn ng Ty phng: C bn kia b sng lun trng xanh mt hn, m rng sn phm lun l mt cm d kh cng. l l do mt doanh nghip sau khi thnh cng vi sn phm ct li thng khng tp trung vo vic khai thc ti a sn phm ct li m chuyn sang mt ngnh ngh mi vi mt sn phm mi ri mt i th mnh ca mnh. Khng T ni: Ai i sn cng mt lc hai con th, s tr v nh vi hai bn tay trng. Gi y, Sony phn no nhn ra iu ny, ct gim nhn s, nhng iu ng k m Sony lm chnh l vic nh hng tp trung hn bng vic bn bt mt phn cng ty thit b, cng ty ha cht v.v Tuy nhin, vi vic m rng qu nhiu ngnh ngh trong qu kh, vic ti cu trc li ca Sony hin nay s l mt bi ton khng n gin.

Bi hc ca Sony v th trng Vit Nam: S thiu tp trung, gn thng hiu mt cch v ti v ln nhng sn phm con lm lu m i bn sc thng hiu ct li xy ra kh ph bin th trng Vit Nam: mt cng ty ng tu lm c dch v taxi, ti chnh v nhn s; mt cng ty phn mm lm c dch v gio dc v ti chnh chng khon... M rng lnh vc kinh doanh ban u c th em li nhng li nhun ngn hn, nhng v lu di, n s gy nn hu qu ln. Khi th trng ngy cng chuyn bit ha v phn cp, doanh nghip cng phi tp trung cao.S tp trung trong mt th trng cnh tranh l mt yu t tin quyt v trng yu c th gip mt doanh nghip thnh cng. Nh qun tr hin i Peter Drucker tng ni: Tp trung l mt yu tnh mang li thnh qu kinh t ln. Thng li kinh t i hi cc nh qun tr phi tp trung n lc vo mt s t nhng hot ng mang li hiu qu nht. Tuy nhin, nguyn tc cn bn v s tp trung ang b yu th. Dng nh cc doanh nghip ang theo quan nim Hy lm mi th, mi th mt t. V iu ny thng s dn n nhng sai lm ln. y l bi hc m nhng doanh nghip ang xa ri sn phm ct li, m rng kinh doanh a ngnh phi nghin ngm thu o.

Vic thc hin bi tiu lun ny gip chng ti c mt ci nhn tng quan hn v tnh hnh th trng TV LCD ti Vit Nam, bit c kin ca ngi tiu dng v TV LCD Bravia trn th trng thng qua kt qu cuc phng vn v gip cho cng ty Sony Vit Nam c nhng cng c hu ch trong vic nh gi nng lc, v th ca mnh trn th trng. ng thi, gip ti c c hi th sc nng mnh ln mt tm nhn xa hn, rng hn trong qu trnh vch ra chin lc Marketing hn hp cho sn phm TV LCD Bravia, mt sn phm ca tng lai, mt sn phm cho s sng cn ca cng ty trong nhng nm ti.