TRNG I HC NGN HNG TP.

HCM
KHOA QUN TR KINH DOANH

MARKETING CN BN

THNG HIU IN THOI DI NG VIT NAM THN THIN VI MI TRNG V NGI S DNG CNG TY VIT NAM SMARTPHONE
Ging vin : ThS Trn Th Ngc Qunh Sinh Vin : Nguyn Hunh Quc Bo V Khc Hng Thi Hoi Phng L Quc Anh Nguyn Xun Bch Nguyn L Anh in Lp : MK001_1_111_T01

MSSV : 030326100333 MSSV : 030326100109 MSSV : 030326100375 MSSV : 030326100330 MSSV : 030326100334 MSSV : 030326100406

Tp. HCM ngy 31 thng 10 nm 2011

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Li M u

Theo thng k, nm 2009 th trng Vit Nam tiu th hn 10 triu chic TD, tnh ra c trong 8 ngi dn Vit li c 1 ngi thay i hoc mua mi in thoi. Nm 2010, Vit Nam tiu th khong 12 triu chic TD, ngha l c trong 7 ngi th c 1 ngi mua in thoi. T l ny, ch khong 5 nm v trc khng ai dm ngh n. D tn sut thay i TD ca ngi s dng Vit Nam cha bng Hng Kng, i Loan hay Hn Quc, nhng gii tr s dng ng thi hai in thoi, hoc thay i in thoi mi sau t 6 thng n 1 nm tng ln r rt. S pht trin ca in thoi di ng c nhng bc tin vt bc bn cnh thc v vic bo v sc khe v mi trng ca con ngi cng ngy cng c tng cao . Hiu c nhu cu ca th trng cng ty VNSP ca chng ti ra to ra dng sn phm in thoi di ng thn thin vi mi trng bo v ngi s dng khi cc nguy c t bc x in thoi mang tn Drop of Water (Git nc)vi mong mun nh ngha li mt dng in thoi ca th h mi . Gn vng i ca mt chic in thoi vi s tun hon ca git nc Vi t cch l mt doanh nghip trong nc li th l c s u i ca chnh ph , p dng nhng khoa hc cng ngh hin i cng vi vic phn tch th trng cht ch v c nhng chin lc kinh doanh c th tt c nhng iu lm cho chng ti c ng lc xy dng v pht trin thng hiu in thoi Vit Nam . Bt u c hnh thnh trong nc sau ny s pht trin ra cc nc anh em v th gii .

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Mc Lc
1 Phiu iu tra nhu cu s dng in thoi di ng : ..................................................... 4 1.1Thng tin cn khai thc ...................................................................................... 4 1.2 Bng cu hi ........................................................................................................ 4 1.3 Phn tch v kt lun ............................................................................................. 6 1.3.1 Kt qu thng k s liu ............................................................................... 6 1.3.2: Phn tch s liu ......................................................................................... 8 1.3.3 Kt lun .......................................................................................................11 2. Phn tch SWOT ..........................................................................................................12 3. Phn tch mi trng marketing mi trng vi m v v m ......................................12 4.Gii thiu chung v dng sn phm Drop of Water ca cng ty VNSP ......................20 4.1 Drop of Water dng sn phm thn thin ............................................................ 21 4.1.1 Nguyn liu ti ch v t hy .....................................................................21 4.1.2 Pin nng lng mt tri ..............................................................................21 4.1.3 Thn thin vi ngi s dng .....................................................................22 4.1.4 Tnh nng bo mt thng tin .......................................................................23 4.1.5 Dch v Mobi Internet: ................................................................................23 4.2 Chi tit v cc dng sn phm .............................................................................23 4.3 Nhn hiu sn phm ............................................................................................ 25 4.4 Bao b ng gi ....................................................................................................25 5 Nhng nhn t nh hng n vic inh gi ................................................................ 25 5.1 Chi ph .................................................................................................................25 5.2 Tnh cht cnh tranh ca th trng .....................................................................26 5.3 Cu ca th trng ............................................................................................... 26 5.4 Gi i th cnh tranh ......................................................................................... 26 5.5 nh gi sn phm ............................................................................................... 26 6 Chin lc phn phi sn phm ...................................................................................27 7 Truyn thng .................................................................................................................30 8 Bn hng qun l tiu th .............................................................................................. 34 9 Chin lc lp k hoch kim tra .................................................................................39 9.1 Lp k hoch chin lc ....................................................................................... 39 9.2 Lp k hoch marketing ....................................................................................... 40 9.3 Lp k hoch da trn c s nhng ch tiu v li nhun mc tiu. ...................41 9.4 Lp k hoch trn c s ti u ha li nhun. ....................................................41

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1 Phiu iu tra nhu cu s dng in thoi di ng : 1.1 Thng tin cn khai thc : - T l ngi s dng in thoi di ng -in thoi no ang c s dng nhiu nht -Tnh nng ni bt ca in thoi c mong mun -Nhu cu thay i in thoi -Knh phn phi in thoi hiu qu nht -Cc yu t nh hng n qu trnh mua in thoi Xc inh s phiu iu tra : 75 phiu i tng phng vn : sinh vin sng ti tp HCM Phng php ly mu : ngu nhin Hnh thc phng vn : in vo mu iu tra 1.2 Bng cu hi Bng cu hi gm 13 cu hi c trnh by di l cc p n la chn ca khch hng. c trnh by theo th t t 1 n 13. Cc bn sinh vin thn mn! Chng ti : nhm sinh vin Khoa Qun tr, trng H Ngn hng TP HCM rt mun bit kin ca cc bn v mt s sn phm di ng. kin ca cc bn s rt c ch cho cng ty chng ti VNSP cty sn xut in thoi gi r trong cng tc nghin cu th trng. V vy rt mong nhn c nhng kin ng gp chn thnh t cc bn. Cm n s cng tc nhit tnh ca cc bn!

PHIU IU TRA
Thng tin c nhn: Bn nh cho vo hoc in thng tin vo khong trng H v tn: .Bn l: nam hay n . Bn ang hc lp: Bng cu hi: nh cho vo m bn cho l hp l nht 1. Bn c s dng in thoi cha? C Khng 2. Bn ang s dng loi in thoi no? (Nu chn khc xin in nhn hiu k bn) NOKIA SAMSUNG HTC SONY ERISSON LG MOTOROLA Qmobile KHC. 3. Bn quan tm n yu t no nht khi chn in thoi? Chc nng gii Bn Thi trang Gi hp l tr D s dng Dung lng Pin

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Thang im: Rt hi Bnh Khng hi Rt khng hi Hi lng lng thng lng lng 5 4 3 2 1 4. Mc hi lng ca bn i vi chic in thoi m bn ang dng? (Khoanh trn dim m bn thy hp l nht) Bn 1 2 3 4 Thi trang 1 2 3 4 Gi c 1 2 3 4 Chc nng 1 2 3 4 Dung lng Pin 1 2 3 4 5. Bn c mun s dng mt nhn hiu in thoi mi c mt trn th trng khng? C Khng 6. Bn mun in thoi ca mnh c bao nhim sim ? 1 sim 2 sim 3 sim 4 sim 7. Bn mun bn phm ca in thoi nh th no? Cm ng QWERY Bnhthng 8. Bn thch s dng dch v mng ca hng ? MobiFone Viettel VinaPhone Khc 9. Khi mua in thoi bn thch c tng g ngoi pin, sc ? Th Nh 2G Sim Bao ng u c th in thoi nh 10. Bn s sn sng mua in thoi vi gi ?
500.000-1.000.000 1.000.000 -1.500.000 1.500.000 2.000.000 > 2.000.000

5 5 5 5 5

11. Bn thng mua in thoi u? Th gii di Vin thng ng A Phc Lp V-Call

Viettel Siu th

Bch khoa computer Ca hng nh 2 nm Ln hn 18

12. Bn ngh hp l nht l bao lu thay i in thoi 1 ln? Khng 6 thng 1 nm 13.Ban bt u s dng in thoi lc bao nhiu tui Di 11 tui 11-16 tui 16-18

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1.3 Phn tch v kt lun : 1.3.1 Kt qu thng k s liu S lng 75 0 75 34 15 13 3 3 2 2 3 45.33% 20.00% 17.33% 4.00% 4.00% 2.67% 2.67% 4.00% Tng s 75

Cu hi v p n 1. Bn c s dng in thoi cha? C Khng 2. Ban ang xi in thoi no? NOKIA LG SAMSUNG MOTOROLA HTC Q-mobile SONY ERISSON KHC 3. Bn quan tm n yu t no nht khi chn in thoi? Bn D s dng Thi trang Dung lng pin Ga hp l Chc nng gii tr 5. Bn c mun s dng mt nhn hiu in thoi mi c mt trn th trng khng? C Khng 6. Bn mun in thoi ca mnh c bao nhim sim ? 1 sim 2 sim 3 sim 4 sim 7. Bn mun bn phm ca in thoi nh th no? Cm ng

T l 100% 0%

75 31 5 13 0 9 17 41.33% 6.67% 17.33% 0.00% 12.00% 22.67%

75 54 21 75 17 46 6 6 75 42 56.00%
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72.00% 28.00%

22.67% 61.33% 8.00% 8.00%

QWERTY Bnh thng 8. Bn thch s dng dch v mng ca hng ? MobiFone Viettel VinaPhone Khc 9 . Khi mua in thoi bn thch c tng g ngoi pin, sc Th nh 2G Sim Bao ng in thoi u c th nh 10. Bn s sn sng mua in thoi vi gi ? 500.000 - 1.000.000 1.000.000 - 1.500.000 1.500.000 - 2.000.000 Ln hn 2.000.000 11. Bn thng mua in thoi u? Th gii di ng Phc Lp Vin Thng A V-Call Viettel Siu th Bch khoa Computer Ca hng nh 12. Bn ngh hp l nht l bao lu thay i in thoi 1 ln? Khng 6 thng 1 nm 2 nm 2 nm 13. Bn bt u s dng in thoi lc bao nhiu tui

12 21 75 20 47 6 2

16.00% 28.00%

26.67% 62.67% 8.00% 2.67%

75 53 3 5 14 75 10 16 23 26 75 54 3 6 0 5 2 1 4 72.00% 4.00% 8.00% 0.00% 6.67% 2.67% 1.33% 5.33% 13.33% 21.33% 30.67% 34.67% 70.67% 4.00% 6.67% 18.67%

75 23 6 13 33 33 75
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30.67% 8.00% 17.33% 44.00% 44.00%

Di 11 tui 11-16 tui 16-18 Ln hn 18 1.3.2 : Phn tch s liu 1. Bn c s dng in thoi cha? C Khng

0 24 43 8

0.00% 32.00% 57.33% 10.67%

75 75 0 100% 0%

Vi cu hi s 1: Trn 75 ngi c phng vn th tt c u c s dng in thoi chim t l 100%. iu ny cho thy rng ngi dn rt quen thuc vi chic in thoi v hu nh ai cng c in thoi cho ring mnh. 2. Ban ang xi in thoi no? NOKIA LG SAMSUNG MOTOROLA HTC Q-mobile SONY ERISSON KHC 75 34 15 13 3 3 2 2 3 45.33% 20.00% 17.33% 4.00% 4.00% 2.67% 2.67% 4.00%

Vi cu hi s 2: Ban ang xi in thoi no? Th c 34/75 la chon cho Nokia chim t l 45.33%, 20% la chn LG, 17.33% Smung. iu ny cho thy rng Nokia l hng in thoi c s dng nhiu nht. 3. Bn quan tm n yu t no nht khi chn in thoi? Bn D s dng Thi trang Dung lng pin Ga hp l Chc nng gii tr

75 31 5 13 0 9 17 41.33% 6.67% 17.33% 0.00% 12.00% 22.67%

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Qua bng s liu trn cho thy gi tr mong mun khi mua in thoi ca i a s ngi tiu dung l n phi bn chim t l 41.33% sau l n chc nng gii tr 22.67% v thi trang 17.33% cui cng l gi hp l v d s dng. 5. Bn c mun s dng mt nhn hiu in thoi mi c mt trn th trng khng? C Khng

75 54 21 72.00% 28.00%

Khi hi v nhu cu thay i in thoi th 72% kin cho rng h mun thay i loi in thoi khc. Qua s liu ny ta thy mt tim nng ln t th trng l hu ht khch hang chp nhn i thng hiu in thoi m mnh ang dung bng mt thng hiu in thoi khc. S liu ny kt hp vi cu hi 2 Nokia vn l Thng hiu mnh nht 6. Bn mun in thoi ca mnh c bao nhim sim ? 1 sim 2 sim 3 sim 4 sim 75 17 46 6 6 22.67% 61.33% 8.00% 8.00%

Qua bng s liu ta thy hu ht ngi c iu tra cho rng h mong mun in thoi c 2 sim 61.33%. y cng l nhu cu tt yu khi m in thoi 2 sim ngy cng c mi ngi s dng nhiu v tnh thun tin ca n, nhng c 22.67% ngi c iu tra vn thch chic in thoi truyn thng c 1 sim duy nht. 7. Bn mun bn phm ca in thoi nh th no? Cm ng QWERTY Bnh thng 75 42 12 21 56.00% 16.00% 28.00%

Cm ng vn l s u tin s mt khi c n 42/75 ngi dc kho sat chn. Kt hp vi cu 2 gii tr v hp thi trang l yu t m ngi s dng in thoi quan tm nht sau bn.Th kt qu ny phn nh ng v cm ng gip chic in thoi hp thi trang hn ng thi vic chi game gii tr cng d dng hn khi m chng ta ch cn chm nh trn mn hnh. 8. Bn thch s dng dch v mng ca hng ? MobiFone Viettel VinaPhone Khc 75 20 47 6 2 26.67% 62.67% 8.00% 2.67%
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Viettel l mng di ng c nhiu ngi s dng nht khi c ti 47/75 ngi chn.Tip n l mobifone 26.67%. Kt qu ny ph nh ng thc t khi 2 mng di ng ny c a s ngi chn dng. 9. Khi mua in thoi bn thch c tng g ngoi pin, sc Th nh 2G Sim Bao ng in thoi u c th nh

75 53 3 5 14 70.67% 4.00% 6.67% 18.67%

Khi m nhu cu gi tr c rt nhiu ngi quan tm th ngi s dung mun lu tr nhng bn nhc, nhng video hay game thi vic chn Th nh l tt yu chim 70.67%.

10. Bn s sn sng mua in thoi vi gi ? 500.000 - 1.000.000 1.000.000 - 1.500.000 1.500.000 - 2.000.000 Ln hn 2.000.000

75 10 16 23 26 13.33% 21.33% 30.67% 34.67%

Ngi tiu dng sn sng mua chic in thoi c gi ln hn 2 triu khi m n chim 34.67%. tip theo mc gi t 1.5 triu n 2 triu ch thp hn 4% 11. Bn thng mua in thoi u? Th gii di ng Phc Lp Vin Thng A V-Call Viettel Siu th Bch khoa Computer Ca hng nh 75 54 3 6 0 5 2 1 4 72.00% 4.00% 8.00% 0.00% 6.67% 2.67% 1.33% 5.33%

Nh bn l thnh cng nht l cng ty c phn Th Gii Di ng vi 72% s ngi c phng vn chn l ni h thng mua in thoi nht. C th ni hin ti Th Gii Di ng ang chim 72% th phn bn l in thoi di ng. 12. Bn ngh hp l nht l bao lu thay i in thoi mt ln? Khng

75 23 30.67%
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6 thng 1 nm 2 nm

6 13 33

8.00% 17.33% 44.00%

Qua bng s liu c th thy tim nng t th trng in thoi trong thi gian ti c th gim, bi v cng thay i ca khch hang ang c xu hng gim xung t 1 nm mt ln xung cn 2 nm mt ln 44%, v khng i 30.67%. 13.Ban bt u s dng in thoi lc bao nhiu tui 75 Di 11 tui 11-16 tui 16-18 Ln hn 18 0 24 43 8 0.00% 32.00% 57.33% 10.67%

Bng s liu trn cho thy hu ht ngi tiu dng hin nay S dng in thoi t lc 11 tui, t l cao nht l khong t 16-18 tui l bt u s dng in thoi. Vi kt qu ny cho thy ngi dn s dng in thoi t kh sm. iu ny cho thy khong rng tui s dng in thoi di ng ang m rng dn khong cch. Lm cho s ngi s dng in thoi tng ln ng thi s lng bn ca mt hang in thoi cng theo tng ln. 1.3.3 Kt lun Nhu cu tiu dung mt hng in thoi ti th trng TP.HCM hin ti l rt cao trn khi c ti; tui s dng in thoi cng m rng ra cho cc tui nh hn, khong 11 tui l nhiu ngi dn s dng in thoi ri; Thng hiu in thoi c quan tm nht vn l Nokia khi m nhy thng hiu cng nhu t l ngi dn s dng rt cao (trn 40%) b xa cc i th, k tip l LG vi t l ngi s dng chim 20% nhng Samsung ch thp hn LG khong 3% Cc gi tr: Bn, gii tr, thi trang, gi c hp l ln lt l cc gi tr m ngi tiu dung quan tm nht khi mua in thoi. iu cho thy th hiu ca ngi tiu l nhng nhu cu c bn, cng l iu hin nhin khi m nn kinh t ang trong gia on kh Nh bn l in thoi thnh cng nht ti TP.HCM hin nay chnh l Th Gii Di ng vi 72% ngi la chn l ni mua hang thng xuyn ca h.iu mang n thnh cng cho Th Gii Di ng chnh l p ng c 5 mong mun ca ngi tiu dung ln lt l: Uy tn, phc v tt, thun tin, gi r v a dng mt hng.

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D on xu th tiu dung in thoi trong thi gian ti vn mc cao song c th gim nh v 70 % s ngi c phng vn ni rng h c mun thay i in thoi nhng trong suy ngh ca h th cng thay i in thoi ca h ang chuyn dn t 6 thng mt ln xung 2 nm mt ln. Trong nhng nm sp ti tim nng t th trng in thoi TP.HCM vn mc cao, l lnh vc kinh doanh c th mang v li nhun cao cho doanh nghip. Song cng phi c nhng phng n phng v th trng ang c xu th bo ha, chuyn dch nhu cu, cng nh s gim st v nhu cu tiu dng ca mt hng ny trong thi gian ti. 2. Phn tch SWOT : im mnh:-Sn phm c chi ph thp hn so vi i th cnh tranh -Thit k c o -Tip cn c cc ngun nguyn liu vi gi r, m bo cht lng -Quan h vi khch hng tt -X l kp thi nhng khiu ni ca khch hng v m bo v cht lng sn phm -H thng thng tin h tr cho cc hot ng ca doanh nghip c hiu qu im yu:-H thng phn phi v bn hng cha mnh v cng ty mi thnh lp -Vn nghin cu th trng trong vic nhn dng cc nhu cu v phn khc khch hng cha quan tm ng mc -Cht lng ca mi quan h lm vic gia cn b ca phng nghin cu pht trin v cc cn b khc cha tt -Mi trng lm vic cha khuyn khch c s sng to v i mi -Cn c nhng bt n trong c cu vn ca cng ty -Cc ch s tng trng thp hn so vi i th cnh tranh C hi:-u i v thu quan nhm bo tr sn xut trong nc -Thay i thun li trong hnh vi ngi tiu dng -Thun li ca t gi ngoi t -S xut hin nhng phn khc th trng mi Nguy c:-S xut hin ngy cng tng cc i th cnh tranh vi tim lc mnh -S xut hin cc sn phm thay th -Nn kinh t ang trong giai on suy thoi -Nguy c lm pht, nhng bin ng bt li ca h thng t gi ngoi t -S bng n ca cng ngh mi v p lc trong vn i mi cng ngh -S thay i th hiu ngi tiu dung 3. Phn tch mi trng marketing mi trng vi m v v m : Cng ty chng ti l mt cng ty c thnh lp 100% vn trong nc. Chc rng vi mt cng ty u tin sn xut in thoi c thnh lp Vit Nam chng ti s gp
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khng t nhng kh khn ca ngi i trc, song bn cnh , chng ti cng s c nhng thun li ca ngi i tin phong trong lnh vc cng ngh cao Vit Nam. i vi ni b cng ty, chng ti l mt tp th tt c nhng ngi tr tui c tm huyt vi cng ty, cng phn u dnh li th trng in thoi di ng t tay cc nh sn xut in thoi trn th gii th trng Vit Nam.V l mt tp th cn tr t cng nhn cho ti ban lnh o ca cng ty nn im yu ca i ng nhn vin chng ti l thiu kinh nghim tt c cc lnh vc.Cng ty chng ti quan tm n nhng vn c bn nh hng n chin dch marketing gm c nhng lnh vc nh sau: Vit Nam chng ta c ngun nhn lc di do. Tnh t ngy 1/4/2009 dn s c nc l 85.789.573 trong s ngi trong tui lao ng tng cao chim khong 67% dn s .Trong s 86 triu ngi th c gn 73% l nng dn.Cn lc lng cng nhn ch chim 6% trong tng s dn v trong s ch c khong 3.3% s cng nhn c trnh cao ng , i hc tr ln. Vit Nam ang trong qu trnh hi nhp v vy vic i hi mt i ng cng nhn c trnh cao l rt ln.c bit l i vi i ng cng nhn lnh vc cng ngh thng tin th i hi ngun nhn lc phi t trnh quc t li cng bc bch hn.Sau y l nhng thng k cho thy v c bn v nhng vn xung quanh vic o to ngun nhn lc cng ngh cao do tng cc thng k thng k c:

(Ngun : Tin S L Don Hp B Trng B Thng Tin v Truyn Thng)

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Theo nh d bo B TTTT th nhu cu ngun nhn lc cng ngh cao ca nc ta vo nm 2020 l 530 nghn ngi, tuy thc t chng ta ch p ng c 400 nghn lao ng, tc l thiu hn 100 nghn lao ng cng ngh cao.Tuy nhin t trn thc t c th chng ta s thiu ht nhiu hn th v t l tuyn sinh vo ngnh cng ngh thng tin mi nm rt tht thng:

(Ngun : Tin S L Don Hp B Trng B Thng Tin v Truyn Thng)

Chnh v vy ngun nhn lc cng ngh cao vn ang l vn nan gii i vi cng ty chng ti. gii quyt vn ny trong ngn hn chng ti m nhng lp o to ngn hn cho cc bn sinh vin c tuyn vo cng ty, v cc kha o to ny s do nhng chuyn vin o to t nc ngoi ging dy. Cn v di hn khi cng ty bt u i vo qu o chng ti s m hn mt trung tm ging dy v cng ngh thng tin cho cc bn sinh vin mi ra trng k c phn cng v phn mm. Chng ti s tm kim nhng bn hc vin gii v c nhng chnh sch c bit gi l lm vic cho cng ty. V vic thnh lp nhng trung tm ny s p ng c khong 20 n 30% ngun nhn lc cho cng ty. Chng ti tin rng vi lng hng say, nhit huyt ca cc bn tr VIt Nam v cng ngh thng tin chng ti s thnh cng . Chng ti cng rt vui sau khi bit c kt qu kho st ca mt tp ch v cng ngh thng tin ng u Vit Nam l Th Gii Vi Tnh khi ngnh cng ngh thng tin vn ng u trong top 10 ngnh c cc bn sinh vin s chn li hc hc tp.

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Th hai l v nhng nh cung ng linh kin sn xut: chng ti chn cc nh cung ng Trung Quc. Vic chn Trung Quc l cc nh cung ng linh kin sn xut v theo thng k ca trung tm kho st th trng Market Intelligence Center ( i Loan) th hn 40% in thoi c bn trn th trng th gii l do Trung Quc sn xut. K tip l s pht trin nh v bo v ngnh cng ngh thng tin ca nc ny. c bit l trong lnh vc in thoi di ng th Trung Quc l mt trong nhng nc rt pht trin. Trong thng 9 va qua trong khi cc ng ln nh HTC , SAMSUNG ,.. vn cn im hi lng ting th Meizu mt cng ty sn xut Trung Quc tung ra dng sn phm chip li t.Vic la chn Trung Quc l nh cung ng linh kin in t cho chng ti l v chi ph linh kin h cung cp r hn trn th trng rt nhiu (do Trung Quc l mt nc ng dn nn chi ph chi thu cng nhn rt thp v l mt li th khi tung nhng sn phm ca mnh trn th trng vi gi cnh tranh nht). Tuy nhin bn cnh chng ti bit rng khi hp tc vi nhng nh cung ng Trung Quc cng l mt con dao hai li v cng ngh lm hng gi ca nc ny t mc rt cao. Theo thng tin m chng ti bit c t anh Xiong Ting mt nhn vin qun l bn hng ti mt cng ty chuyn sn xut linh kin in thoi Triquint Semiconductor cho bit Mt cng ty Trung quc hin nay ch cn 5 nhn vin cng c th cho ra i mt chic in thoi. Cha ht vi mc gi cc k hp dn theo tin ca t NewYorkTimes cho bit chi ph sn xut mt chic in thoi nhi Trung Quc l 40USD th khi bn ra l 100 n 150USD. Chnh v iu ny m mt s doanh nghip ham li nhun Vit Nam s dng nhng chiu lch lut nhp khu mt hng ny vo nc ta.

Kim ngch nhp khu linh kin v in thoi Trung Quc t thng 6 n nay

S liu thng k mi nht ca tng cc hi quan th vo thng su, kim ngch nhp khu ca in thoi di ng l 77.6 triu USD th vo thng 9/2011 tng ln ti 216.15
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triu USD.Cng theo tng cc hi quan th so vi cng k nm ngoi kim ngch nhp khu mt hng ny tng 51.96% l 1.1 t USD. Tuy nhin y mi ch l con ng chnh ngch, in thoi di ng ca Trung Quc vo Vit Nam bng rt nhiu con ng nh: bun lu, trn thuvi gi rt hp dn ch t 1.3-3tr ng ty loi. Chnh v nhng iu trn m cng ty chng ti a ra nhng gii php sau: - Chng ti s phi ng k bn quyn i vi Cc S Hu Tr Tu ti Vit Nam ngay sau khi chng ti hon thnh xong khu thit k v vit phn mm. - Chng ti s thnh lp ring cho cng ty i phn ng nhanh .Nhim v ca i s l chm sc khch hng, tch cc tm kim nhng gii php chng hng gi, lun i su vo th trng hng gi v nghin cu nhng mt hng lm gi. - iu quan trng nht l chng ti phi to c lng tin ca khch hng v phi lun lun c mi quan h chc ch v gng kt vi khch hng. Tip theo l v mi trng pht trin in thoi di ng Vit Nam.Chng ta c khong 30 triu ngi ang dng in thoi di ng. y l iu tra thc t ca B Thng Tin v Truyn Thng cng b. Trong mt con s kh bt ng l 62.8% s ngi dng in thoi di ng li nm khu vc nng thn. T chng ti thy c rng th trng Vit Nam vn cn hn 50 triu ngi cha bit n in thoi di ng . y l mt th trng cc k mu m pht trin dch v di ng. Trong hin nay th trng smartphone ang nng nht v c bit vi mc gi khong hai triu ng th phn khc ca th trng ny l nng nht. iu ny c nhn nh t ng Nguyn Trng Hip gim c marketing ca HiPT-Mobile. Chnh v s bng n th trng smartphone nhng dch v i km theo cng ang tht s pht trin mt cch ng kinh ngc. Mt trong nhng dch v l Mobile Internetnhn nh ny c hng nghin cu th trng Nielsen a ra trong bo co mang tn Ngi tiu dng cng ngh s ng Nam ra mt vo ngy 30/9:

D bo t l ngi s dng mobile Internet v s hu smartphone ti Vit Nam. Theo: Nielsen Page | 16

Theo nhn nh ca Nielsen th t l ny s tng rt nhanh ch trong vng 12 thng t 41% ln thnh 75%.V cng theo d bo th t l ngi s dng smartphone cng s tng rt nhanh t 21 ln thnh 46%. Chnh v nhng nhn nh trn v nhng phn tch m cng ty chng ti v ang cho ra i nhng sn phm smartphone gi thnh r v cung cp cho khch hng nhng dch v Internet mobile tt nht cho khch hng. Yu t c bn th t m chng ti quan tm l khch hng v i tng m chng ti c bit quan tm l gii tr .Trong gii tr chng ti chia thnh 5 loi c tnh khc nhau: - Mt l cc bn tr tri thc. - Hai l nhng bn tr chm cht v b ngoi ca mnh. - Ba l cc bn tr thch t tay lm nhng g mnh thch. - Bn l cc bn tr nghin mng x hi. - Nm l cc bn tr hin i. Chng ti chia ra thnh 5 i tng gii tr nh vy nhm mc ch cho vic d dng p ng c nhu cu v in thoi ngy nay.i vi cc bn tr tri thc th vic s dng in thoi chng qua l lin lc hay tm kim nhng thng tin phc v cho vic hc ca h, khng quan tm lm v kiu dng. Nhng mt khi h tin dng sn phm th rt trung thnh vi loi sn phm . Vi cc bn tr thuc loi th hai th rt quan tm n v b ngoi v vy khi mua mt chic in thoi cc bn rt quan tm n v b ngoi v tnh nng ca n. Tip theo l cc bn tr thch t tay lm nhng iu mnh thch th cc bn ny rt thch t tay trang tr cho ch d ca mnh tht c. Th t l cc bn b nghin mng x hi thng th h khng quan tm lm n nhng vt dng c nhn ca mnh lm v h b lc trong th gii o ca chnh h.Cui cng l v cc bn tr hin i cc bn c tt c nhng nhu cu v chic in thoi ca cc bn tr thuc loi trn .Tuy chng ti chia c tnh ca cc bn tr ra thnh nhiu nhm v mi nhm li c mt phong cch s dng in thoi ni trn, nhng trong mt cuc thm d gn y khi c hi cc bn tr thch g nht c kho st trong 1000 ngi ca hng t vn Networld Managerment Group.C ti 35% s ngi t 13 n 30 tui mn m vi dch v download nhc khng dy, c 21% s ngi thch videogame v tt c nhng ngi c h ny u l dn tui teen. Chnh v thng qua nhng phn tch, cc cuc iu tra ca hng t vn Networld Managerment Group, Cng ty chng ti trc khi tung ra sn phm mi c nhng hp ng lin kt vi cc nh mng cung cp nhng dch v khng dy cho khch hng. Th hai chng ti thnh lp c cc cc phng trang tr in thoi di ng cc trung tm chuyn bun bn in thoi di ng ln trong chng ti c tt c cc vt dng trang tr, my sn v in thoi di ng... Vn th nm m cng ty chng ti quan tm l cc i th cnh tranh ca chng ti. Chng ti bit c rng nhng i th cnh tranh ca chng ti l nhng hng in thoi di ng ln.H c tim lc v ti chnh mnh, c kinh nghim trn thng trng,
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c danh ting v thng hiu, c i ng k s ti nngi th u tin m chng ti quan tm l hng in thoi di ng NOKIA. y l mt hng in thoi di ng c doanh thu khng ch ln nh th gii m nc ta doanh s v lng sn phn bn ra cng rt cao.

(Ngun:IDC nm 2010)

C th nh sau Nokia vn chim n 52.94% tng s in thoi c bn ra Vit Nam. Chnh v iu ny cng ko theo vic h iu hnh Symbian ca Nokia cng ng u Vit Nam chim 59.76% th trng.Nokia c c doanh s cao th trng Vit Nam l do sn phm in thoi ca hng ny c nh hng l nhng dng sn phm d s dng vi mi la tui, bn, kiu dng n gin. Chnh v kiu dng ca Nokia kh n gin nn i khi lm cho cc bn tr khng thch th lm vi vic s dng. V cng chnh v qu d s dng s gy ra cho ngi dng in thoi nhm chn nht l vi nhng bn c tnh cch t m.Tuy cc nh phn tch trn th gii cho rng Nokia ch mnh v dng in thoi c bn khng mnh v dng Smartphone nhng i vi chng ti hng di ng Nokia vn cn qu mnh so vi chng ti. i th th hai ca chng ti quan tm l SAMSUNG, mc d SAMSUNG nh hng cho dng sn phm ca mnh l cho doanh nghip khng nh c lin quan n dng sn phm ca chng ti tuy nhin vo nm 2009 ti Bc Ninh Samsung khi cng xy dng nh my sn xut in thoi di ng u tin . Nh my ny vi quy m phc v ton cu. Chnh v c sn xut trong nc nn sn phm ca Samsung s khng phi chu thu nhp khu lc gi thnh ca nhng sn phm s rt cnh tranh so vi nhng s phm c cng chc nng nhng gi thnh cao do phi chu thu nhp khu. Tip n s l chic in thoi Iphone ca Apple tuy y l chic smartphone duy nht cha c knh phn phi chnh thc nc ta nhng theo mt thng k cha y th
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hin nay Vit Nam c khang 265000 t nm 2007 n nay con s ny c th chnh xc t 80 n 90%.Do anh Anh Tun ngi qun tr trang mng GMS.vn l mt a ch cung cp cc loi nhc, game. Cho ngi s dng iphone b kha Vit Nam.Tuy s lng ngi s dng iphone Vit Nam cha cao nhng h iu hnh ca iOS ca Apple li l h iu hnh c s lng ngi bnh chn ng th ba ch sau hai h iu hnh ca Android ca Google v Symbian ca Nokia .C th nh sau:

(Ngun:Bo Dn Tr)

y l s liu iu tra ca bo Dn Tr. Tuy nhin kt qu ca n kh bt ng v trn thc t Vit Nam h iu hnh ny ch chim 2.93%. Tuy nhin doanh thu bn hng l chic iphone ca Apple tn th gii chim v tr smartphone ca Nokia v trong tng lai th trng Vit Nam th Apple cng s chim ngi u bng v Smartphone. i th cui cng m chng ti quan tm l RIM y l mt cng ty Reasearch IN Motion Limited gii thiu bc tin chnh thc u tin vo Vit Nam ca th trng Smartphone v dng sn phm Blackberry. y cng l mt trong nhng dng in thoi m gii tr Vit Nam ang rt thch s dng c bit l cc bn tr yu thch cng ngh thng tin. y l mt i th cc mnh v dng in thoi thng minh. Tuy ng trc nhng ng ln v sn xut dng in thoi thng minh nhng cng ty chng ti khng phi l khng c nhng im mnh ca mnh: - Chng ti c s h tr ca chnh ph v l mt cng ty ni a v chng ti bit rng in thoi di ng l mt trong nhng lnh vc c bit u i v u t.Thu sut m chng ti c hng l 10% trong vng 15 nm, trong 4 nm u chng ti c min thu v 9 nm tip thep chng ti c gim 50%. - Chng ti cng c u i v vic s dng thng xuyn trn 1000 lao ng phc v sn xut. - Chng ti s khng phi np thu cho nhng thit b sn xut nhng linh kin in thoi trong nc.Khi nhng my mc thit b trong nc cha sn xut c.
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- Vi vai tr l mt doanh nghip trong nc chng ti am hiu th trng tr ong nc hn cc doanh nghip nc ngoi. - Cng ty chng ti hp tc vi khu cng ngh phn mm Thnh ph H Ch Minh nn cc sn phm phn mm ca chng ti c hng u i v thu GTTG. - Cui cng cng v l do trn m chng ti c hng u i v tn dng c p dng cc chnh sch H tr Qu u t pht trin Nh Nc theo ngh nh s 43/1999 ND-CP ngy 29/6/1999 ca Chnh ph v u t pht trin Nh nc. 4.Gii thiu chung v dng sn phm Drop of Water ca cng ty VNSP Trong nhng nm va qua s pht trin ca in thoi di ng c nhng bc tin vt bc bn cnh thc v vic bo v sc khe v mi trng ca con ngi cng ngy cng c tng cao . Hiu c nhu cu ca th trng cng ty VNSP ca chng ti ra to ra dng sn phm in thoi di ng thn thin vi mi trng bo v ngi s dng khi cc nguy c t bc x in thoi mang tn Drop of Water (Git nc)vi mong mun nh ngha li mt dng in thoi ca th h mi . Gn vng i ca mt chic in thoi vi s tun hon ca git nc . Vi dng Drop of Water cng ty VNSP a ra hai sn phm l W1 v W2 ph hp vi tng i tng khch hong v mc ch s dng . -W1 l sn phm in thoi Smartphone thng minh vi nhiu tnh nng ni bt ph hp vi i tng l nhng ngi am m cng ngh thng tin , gii tr v sinh vin . -W2 l sn phm in thoi vi giao din d s dng cng thit k sang trng ph hp vi nhng i tng khch hng thch s n gin v thanh lch nghe gi nhiu .

(Hnh nh ch mang tnh cht minh ha) Sn phm W1 dng Smartphone Sn phm W2 truyn thng
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4.1 Drop of Water dng sn phm thn thin : 4.1.1 Nguyn liu ti ch v t hy : Vi tng to nn mt chic di ng thn thin vi mi trng, cng ty chng ti ch to v pht trin dng in thoi c lm t nhng cht liu c bit. - B v in thoi c ch to 100% t nha ti ch - Khung main in thoi c lm t cc nguyn liu th bame o gm tinh bt, ng chit xut t ht ng v khoai ty. Sau thi gian 5 nm tnh t ln sc pin u tin khung main s phn hu thnh nc v cc carbon dioxide khng nh hng n ngi s dng. iu ny c ngha rt ln khi rc thi in t ang l mt vn nn rt ln ca x hi lm au u cc nh mi trng v nh hng to ln hin ti cng nh trong tng lai c bit l cc nc ang pht trin . Bn c bit : Theo Chng trnh mi trng ca Lin hp quc (UNEP), khong 20 triu n 50 triu tn rc in t c thi ra mi nm, trong chu u chim khong 9 triu tn. c tnh hn 1 t in thoi c tiu th mi nm. Sc mua in t tng t l nghch vi thi gian s dng ca ngi tiu dng. in thoi i mi c th li thi ch sau cha y 1 nm. Ch 25% in t qua s dng chu u c ti ch, s cn li b chuyn sang mt s nc ang pht trin. Cng ch 25% "rc" ny cn s dng c, phn cn li hnh thnh nn nhng bi rc ln cc nc ngho. 4.1.2 Pin nng lng mt tri : S dng nng lng t thin nhin . Vi pin nng lng mt tri c sn xut ti Vit Nam theo cng ngh ca hng Wysips (Php) . Ngi dung c th sc in thoi thng qua 3 cch : - my tip xc vi nh sng : in thoi s c dn mt lp phim pin quang in trc mn hnh. y l mt tm pin mt tri mng v trong sut, dy khong 1/10 mm. Tm phim gm mt lp thu knh hnh bn tr nhm iu hng cc chm nh sng, lp tip theo l nhiu di cc t bo quang in Hnh nh trn mn hnh in thoi vn c hin th r nt trong khi tm pin hp th nh sng chuyn i thnh in. Ngoi ra thao tc ca ngi dng trn cc mn hnh cm ng c dn tm pin khng b nh hng. Vi ngun nng lng b sung ny, kch thc pin trn
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in thoi s c gim ng k. Nhng thit b c sch in t cng c th p dng cng ngh tin tin ny. Theo chuyn gia ca Wysips, khi my di nh nng ngoi tri khong mt gi th h thng pin tch ly v cung cp nng lng cho khong na gi hi thoi. -Sc c :Vo nhng trng hp bc thit cn s dng in thoi m pin li gn ht cc bn c th sc c . Tc l ngi lc chic in thoi , vin bi ln trong in thoi s chuyn ng chuyn ha ng nng thnh in nng cung cp cho pin -Sc truyn thng : S dng sc in thoi Zero thn thin vi mi trng. C th ngi s dng khng bit rng lng in m in thoi di ng tiu th mi ln sc pin l rt nh song lng in tht thot do c cm sc lin tc nh vy li rt ln AT&T c tnh nu 80% s ngi dng in thoi di ng c sc cm trong in trong mt nm, lng in tht thot cung cp cho 24.000 h gia nh trong mt nm hoc tng ng vi 3-4 triu tch cph mi ngy Loi sc mi Zero t ng nhn bit khi khng c cm vo in thoi di ng v s t ngt ngun in 4.1.3 Thn thin vi ngi s dng : Tip tc tranh ci v tc hi ca in thoi di ng .C ti 600 nghin cu v vn c hay khng vic TD gy hi n sc khe ngi, nhng cc nh nghin cu vn cha th a ra cu tr li chnh xc. Ngi bo c, ngi bo khng .Khi ngnh cng nghip khng dy mi ra i, c nhng ni lo ngi v vic in thoi di ng c th c tc ng xu n sc khe ngi dng. Thm ch, c khong 600 nghin cu v vn ny, nhng cc kt qu nghin cu thng tri chiu. Mt vi t chc gm T chc Sc khe th gii (WHO) v Vin Ung th quc gia M cho rng, khng c bng chng thuyt phc v vic s dng in thoi di ng c th gy nguy hi n sc khe. Trong khi , cc nghin cu c lp khc a ra kt qu ngc li. Vi Drop of Water bn s c an ton hn khi bc x ca n vo khong mc thp . bc x ca n nh hn gp 3 ln so vi cc dng Iphone , v nh hn gp 10 ln so vi nhng chic in thoi Trung Quc Hy cng th xem ch s SAR bc x in thoi ca cc hng in thoi thng qua trang WEB http://www.sarshield.com/english/radiationchart-apple.htm

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4.1.4 Tnh nng bo mt thng tin: Phi hp cng vi Bkav cung cp dch v dit virut cho smartphone v bo mt thng tin cho ngi s dng Bkav Mobile Security Mobile Security tch hp cng ngh chn tin nhn rc kh linh hot.Tnh nng chng trm ca Bkav Mobile Security gip ngi s dng nhanh chng xc nh v tr, ta in thoi nu b mt cp hay qun u . H cng c th gi tin nhn khn cp ra lnh xa hoc kha d liu t xa (trc , ton b d liu nh danh b, tin nhn... c sao lu trn in ton m my thng qua tnh nng Backup & Restore).

y l mt phn mm phi tr ph theo dch v

4.1.5 Dch v Mobi Internet: Phi hp vi cc mng di ng nh Viettel v mobiphone cng ty VNSP h tr dch v mobi internet : Dch v Mobile Internet 3G l dch v truy nhp Internet trc tip t my in thoi di ng c s dng SIMCard Viettel u im ca dch v Mobile Internet l hot ng trn mng 3G v vy tc truy cp gp 6 ln so vi EDGE v 8 ln so vi GPRS 4.2 Chi tit v cc dng sn phm : W1 : Lu nay vic s hu mt chic in thoi thng minh phc v cho cng vic v gii tr l c m ca nhiu ngi. Nhng vi ro cn l gi thnh kh cao vn l mt tr ngi ln. Nm bt c nhu cu thit yu , Cng ty chng ti gii thiu mt mu Smart phone chy trn h iu hnh Android 2.2 (Froyo), cu hnh chip tc 460Mhz, 280Mhz, Rom 512Mb, Ram 256Mb. C thit k cc p v mn hnh cc ln 4.3 inch c tn l W1 vi gi thnh rt r

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(Hnh nh ch mang tnh cht minh ha) Thit k ca W1 mt trc v mt sau W2 : Hng ti nhm i tng khc hng thch nhng sn phm cng ngh n gin nhng vn c s thanh lch trong v d nh sinh vin, ging vin.W2 l s hon ho vi thit k tinh t h tr th nh c th s dng nhng tnh nng Word , Ex cel , PowerPoint , PDF ngoi ra my cn h tr vic tng tc vi my chiu bin my thnh chic iu khin t xa gip bn trong vic biu din PowerPoint My c thit k vi kiu dng p h tr 2 ng h GMT trang nh to ln phong cch cho ngi s dng

(Hnh nh ch mang tnh cht minh ha) Mu thit k ca W2

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4.3 Nhn hiu sn phm : Dng sn phm c t tn l Drop of Water ni ln ngha ca chic in thoi VNSP mun ngn kt vng tun hon ca nhng git nc vi 1 chic in thoi c th ti ch 1 cch tun hon . Mt khc ni ln s thn thin , bo v ngi dng khi cc tc nhn c hi mang li cho khch hng nhng iu tt p nht. W1, W2 l dng phn bit dng sn phm th nht Smartphone v dng sn phm th hai l 1 chic in thoi truyn thng nhng c thit k tinh t . Ch W l ch vit tt ca Water nu ln ngha ca 1 dng sn phm Drop of Water 4.4 Bao b ng gi : Hp ng in thoi cng c l t giy ti ch vi thit k sang trng l mt lm cho ngi dng cm nhn c s tinh t trong tng thit k ca VNSP

(Hnh nh ch mang tnh cht minh ha) Thit k y sang trng ca hp ng in thoi 5 Nhng nhn t nh hng n vic inh gi : 5.1 Chi ph : -nh ph : My mc phc v cho quy trnh np rp c gi rt thp so vi my mc phc v cho vic to ra linh kin in thoi chnh v vy m VNSP quyt nh nhp linh kin in thoi t bn Trung Quc c kim tra k lng v mt cht lng, u t thit b np rp, v u t 1 s t my mc ch to ra linh kin ph hp vi dng sn phm ca cng ty m nhng ni khc khng th to ra c nh vy s tit kim thi gian mt khc gim c chi ph my mc , y nh ph n mc thp nht -Bin ph : S dng cc nguyn liu ti ch v linh kin nhp bn ngoi ln gi tr bin ph thp bn cnh con c li th l gi nhn cng thp -Tng chi ph cho vic sn xut 1 chic in thoi c gim n mc thp nht -Chi ph marketing : do l mt hng in thoi mi , nn VNSP ch trng n vic qung b thng hiu trn cc phng tin thng tin i chng nh TV, tuyn truyn v c bit l trn Internet . M ra nhng ca iu tra v mc hi lng ca khch hng
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i vi sn phm kh s xc nh c nhng khch hng trung thnh v t chnh lng khch hng ny s l nhng ngi quang b thng hiu ca chng ta , h c nhng u tin trong vic vic tip cn nhng phn mm mi ca cng ty v ch bo hnh ca cng ty. 5.2 Tnh cht cnh tranh ca th trng : in thoi di ng l mt th trng ln c rt nhiu hng in thoi theo kt qu kho st ca VNSP th trong cc i th ln ca th trng l Nokia (45.33%), LG(20.00%), Sam sung (17.33%), Xc nh c cc i th ln v hng u l cng ty Nokia Vit Nam . VNSP a ra cc chin lc ph hp bn cnh nng cao cht lng sn phm a ra 2 dng sn phm phn tn ri ro. VNSP vi li th l dng sn phm thn thin chc chn s nhn c cm tnh t pha khch hng . Ngoi ra cng ty VNPS l mt cng ty Vit Nam vi thng ip Ngi Vit dng hng Vit s nhn c s quan tm ca chnh quyn v vic bo v cc doanh nghip trong nc Bn cnh vi kt qu kho st 72% ngi tiu dng mong mun c s xut hin ca mt nhn in thoi mi to ra nhiu phc y cho VNSP. 5.3 Cu ca th trng : Kt qu kho st vi nhng khch hng t 16 tui cho thy 100% khch hng c s dng in thoi trong s lng khch hng c thi gian thay th mt chic in thoi di 2 nm l chim 69.33% . Vi nhng s liu th hin lng cu ca in thoi di ng la rt ln . Mc tiu dng ca khch hng i vi in thoi di ng l kh thp 65,33% s ngi c hi sn lng mua in thoi vi mc gi di 2 triu ng s cn li l trn 2 triu ng 5.4 Gi i th cnh tranh : Tham kho gi trn mt s i l phn phi nh Th gii di ng , Vin thng A , Viettel, gi ca cc hng in thoi Nokia, Samsung, LG, HTC vi nhng mt hng c chc nng tng t dng sn phm W1 c gi t 2,5 n 3,5 triu ng , cn tng t W2 c gi t 500.000 vnd n 1 triu . Vi chi ph sn xut thp vic bn dng sn phm ca cng ty vi mc gi trn l hon ton c li 5.5 nh gi sn phm : n v tnh : VN Bng s lng bn hng ca 2 sn phm W1 v W2

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S lng

Sn phm W1 W2

Nm 1 4000 5000

Nm 2 6000 7000

Nm 3 8000 13000

Nm 4 7000 15000

Nm 5 5000 7000

Nm 6 3000

Vi P1=2.999.000 , Fc1= 10.000.000.000 , Avc1=2.000.000 , Q= 30.000sp P2=799.000 , Fc=3.000.000.000 , Avc=500.000 , Q=50.000sp Nh vy ta s dng cng thc Q(hv)=Fc/(P-Avc) s c: Sn lng ha vn ca W1 l khong 10.000 sn phm ng vi thi gian l 2 nm . Sn lng ha vn ca W2 cng 10.000 sn phm ng vi thi gian l 1 nm 9 thng . Bt u t nm th 3 l thi gian s mang li li nhun cho cng ty. Dng sn phm Drop of Water c sn xut t nhng nguyn liu ti ch , s dng cng ngh nc ngoi nhng c sn xut trc tip ti Vit Nam ln gi thnh ca n r v ph hp vi nhng i tng khch hng m cng ty ang hng n Vi dng W1 c gi 2,999,000 VN . Vi dng W2 c gi 799,000VN Gi thnh trn c kho st trn th trng v cng c tnh ton k lng hnh thnh t c s chin lc ca cng ty mun y mnh dng sn phm trn th trng ph bin . VNSP quan nim rng bn hng li mng c tm s c li .Nng cao uy tn ca cc cng ty Vit Nam ly lng tin ca th trng trong nc v s pht trin ra bn ngoi 6 Chin lc phn phi sn phm : i vi mt hng TDD nh sn xut s s dng t knh trung gian v quy m cc ca hng s ln vi tm bao ph rng. Nh vy s nh hng t n gi c ca mt hng ca cng ty. Phn phi l tin trnh chuyn a sn phm nh sn xut n ngi tiu dng cui cng th hin qua nhiu phng thc v hot ng khc nhau. Tm quan trng trong phn phi ca Marketing mix: a sn phm ti th trng mc tiu. y th trng mc tiu l cc i tng hc sinh, sinh vin, gii tr vi tui t 18 25. Gp phn lm cho sn phm lu thng thng sut v d xm nhp th trng. V y l sn phm mi nn mi quan h gia cng ty vi nh phn phi cn c thi gian hnh thnh v pht trin. V khi xy dng c lien minh trong phn phi sn phm s d thm nhp th trng hn. Nhng nh phn phi mnh s tng cng kh nng Marketing ca cng ty (nh th gii di ng, Vin Thng A, Viettel,). V th nn cn hp tc v thnh lp lin minh cht ch vi cc nh phn phi ny. Phi c ginh chim trc cc mi quan h vi cc hng phn phi ny. Song song l phi tm cch pht trin cc mi quan h lu di vi nh cung cp v cc khch hng
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nh hng n chi ph v li nhun ca doanh nghip. V s dng trung gian s gim c chi ph phn phi nhng li nhun cng s gim v trung gian cng phi hng phn ng gp ca h (chit khu, chia hoa hng,). Nh Knh phn phi sn phm tiu dng: Nh sn xut s s dng knh ngn. Ch s dng mt knh trung gian . C th s l cc thng hiu bn l ni ting nh: Th gii di ng, Vin thng A, Viettel, Cc thng hiu ni ting ny s gip sn phm mi d tip cn ngi tiu dng v d xm nhp th trng mc tiu. C th cc nh bn l ny s phn phi ti khp cc chi nhnh ca h trong c nc. Cc trung gian ny s h tr nghin cu Marketing. V h gn gi vi th trng. Th nn h c kh nng thu hiu rt tt nhng c trng ca khch hng. iu ny s gip cho cng ty bit c nhng th mnh v yu ca sn phm mnh, t s khc phc v lm c s hinh thnh nhng sn phm mi p ng c nhu cu ngy cng cao ca khch hng. H tr ti chnh cho doanh nghip. Khai thc kh nng ti chnh ca cc trung tm phn phi. H tr cc hot ng xc tin cho doanh nghip. cng ty thc hin cc chin dch khuyn mi trn ton quc d dng hn. Cc nh bn l s thc hin qung co v t chc s kin phi hp cng doanh nghip. H tr cung cp dch v. Nh giao hng, hng dn s dng, bo tr, bo hnh. nh hng n cc quyt nh v sn phm.. Cho nhng li khuyn v sn phm mi, hp tc trong th nghim Marketing, tham gia vo vic nh v sn phm v xem xt sn phm no loi b khi th trng. nh hng n quyt v gi. V h tip xc thng xuyn vi khch hng v am hiu r v gi ca i th cnh tranh. Nn h cc c s xut gi ph hp vi phn khc th trng ny. Nn cn phi hp chc ch vi h. Cu ni sn xut vi ngi tiu dng. H tr nh sn xut p ng nhu cu ca khch hng. La chn knh phn phi: Cc cn c chn knh phn phi: L sn phm mi xut hin trn th trng nn mc tiu hng u l xy dng hnh nh sn phm cng vi l kim sot c mt hng ca cng ty, ng thi gim c chi ph, tng li nhun v mc tiu cui cng l chim lnh th trng. V chn knh ngn vi mt nh trung gian. V y l mt hng DTDD sn phm c tnh k thut cao, cn dch v chuyn mn h tr i hi phi c cc trung gian chuyn nghip. Th nn cn chn nh phn phi c uy tn, quy m ln bao rng
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khp th trng. Theo kt qu iu tra thc t th cng ty s chn nh phn phi l: Th gii di ng (72%), Vin Thng A(8%), Viettel(6.67%),.. S dng knh phn phi dc. V y l mt hng DTDD l loi sn phm c gi tr v k thut cao nn nh sn xut cung vi cc trung gian phi hot ng nh mt th thng nht. V cc thnh vin trong knh c th kim sot cc thnh vin cn li. Chin lc phn phi: Vi mt hng ny doanh nghip s s dng chin lc phn phi chn lc. ginh c th phn cn thit l gii tr (18-25t) vi s kim sot cht ch v tit kim chi ph. p dng i vi khch hng suy ngh tnh ton nhiu mi quyt nh mua (hc sinh, sinh vin). Nhng quyt nh phn phi c nh hng ln n cc n lc makerting. Do cc trung gian phn phi thc hin mt s chc nng phn phi nn k hoch marketing ca cng ty s khc nhau khi la chn nhng trung gian phn phi khc nhau. V th kch thch cc nh phn phi ly sn phm cua cng ty. Th cng ty s h tr tin thng v cc chng trnh h tr makerting. y cng ty s s dng bin php tch im bng s sn phm bn ra. Mi sn phn tng ng vi mt im, tch im bng cc s hng t. Sao s quy ra s im v mi thang im s c mt phn thng nht nh. Thang im cng cao th phn qu cng c gia tr. Vi 100 im nh phn phi s c hng hoa hng l 1 sn phm tng ng (1% hoa hng) v mt tivi LCD, 500 im nh phn phi s c hng hoa hng l 5 sn phm tng ng (1% hoa hng) v mt xe AB (kai j thi them zo.. kaka), 1000 im s c hng 10 sn phm tng ng (1% hoa hng) cng vi.. V th cc nh phn phi s cng c phn thng cho nhng nh i l ca mnh, bi h cn y hng i v sc p ca hng. Th nn, cng ty cn c nhiu nh phn phi cho mt sn phm ca mnh, trnh ph thuc vo nh phn phi. ng thi, s cnh tranh gia cc nh phn phi s lm cho chin lc y hng c thc hin tt hn trn th trng. Theo bng kho st th c 3 nh phn phi quan tm l: Th gii di ng (72%), Vin Thng A(8%), Viettel(6.67%). Bng kho st thc t i vi cc hng phn phi.

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Th Gii Di ng l h thng siu th in thoi di ng hng u v pht trin nhanh nht ti Vit Nam, hin nm gi hn 10% th phn in thoi di ng. Cng ty hin ang c mt chui gm 31 siu th in thoi di ng trn khp cc th trng trng im nh Tp. H Ch Minh, H Ni, Nng, Cn Th, Bin Ha, M Tho, Bun Ma Thut. Th Gii Di ng cng tn dng h thng cc ca hng ca mnh bn l my tnh xch tay v linh ph kin in thoi di ng. Vin thng A: c thnh lp t nm 1997, n nay Vin Thng A pht trin mng li hn 70 siu th v Trung tm bo hnh trn ton quc ti: TP HCM, H Ni, Nng, Hu, Bin Ha, Bnh Dng, c Lc, C Mau, Cn Th, Hi Phng, Vinh, Vnh Phc, Bnh Phc, Long An, Vng Tu, . D kin n cui nm 2011, Vin Thng A s t s lng hn 100 siu th. Viettel ang vn ln dn u th trng bn l my in thoi di ng chnh hng vi sn lng bn ra khong 3 triu chic, chim gn 25% th phn. Viettel m ra ngnh kinh doanh bn l my in thoi di ng chnh hng trong gn 4 nm qua bn cnh cc dch v vin thng ch o. Viettel p ng c nhu cu a dng ca khch hng v cc chng loi my. Viettel c h thng siu th bn l di dng trn 110 im ti tt c cc tnh, thnh ph trn c nc. V th TGDD, Vin Thng A v Viettel l u tin hng u khi chn knh phn phi 7. Truyn thng a.Pht hin khch hng: Trc tin, pht hin khch hng th cn phi xc nh r sn phm ca bn s mang li li nhun nhiu nht khi cung ng cho i tng no, lp danh sch nhng i tng cn theo di, nghin cu thu nhp ca h, nhu cu m h mun v i tng , t nh hnh sao cho ph hp sn phm ca mnh. V l dng sn phm gi r cho gii tr nn mc tiu ca sn phm l hng n cc bn tr, hc sinh v sinh vin. V y l nhm chim t l cao trong x hi nhng ngun kinh ph ca h th c hn. Cc sn phm cng ty vi mc gi cho 2 dng sn phm l: W1: 2.999.000 vn W2: 799.000 vn Tuy hai dng sn phm c s chnh lch gi tng i cao nhng mi dng in thoi u c nt c trng ring nn vn m bo p ng c nhu cu cho cc bn tr. b. Xc nh li mong mun ca khch hng: S l v ch nu cung cp cc dch v m khch hng nh gi l khng c gi tr. Bi vy, hiu r nhu cu ca khch hng rt quan trng. Cng ty cng v ang tm hiu li nguyn vng ca khch hng, nht l ca sinh vin.
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Mt s bin php t c iu ny l: - Thng xuyn tham kho kin khch hng v dch v kinh doanh ca bn. - Pht bn ng gp kin cho khch hng. - in thoi hay ti thm khch hng ti nhng thi im quan trng nh sau t bn hng u tin, v hi xem sn phm hay dch v ca bn c p ng nhu cu ca h khng. - Xem xt s dng mt i l bn ngoi thu thp kin t khch hng. - Vui lng tip nhn nhng phn nn ca khch hng v ngay lp tc c gng trnh mt khch v mang ting xu. - Lu gi danh sch nhng phn nn ca khch hng xc nh hnh thc v nguyn nhn lm phin lng khch hng. -Tm hiu cc i th cnh tranh lm g khch hng hi lng. * Mt s doanh nghip hay mt cng ty mun c mt ch ng trn th trng th cn phi nghe v hiu khch hng mun g, d l iu nh nht. c. Phng tin truyn tin: Hc sinh, sinh vin l i tng khch hng c quan tm v ch nht v y l thnh phn chim t l cao trong thnh ph v quan trng hn l nhu cu ca sinh vin l v hn, vic a thng tin n vi sinh vin l v cng cn thit gip doanh nghip c th a thng hiu ca mnh ra th trng. do nhng phng tin truyn ti thng tin, qung co sn phm ca mnh n vi sinh vin cng cn t ra nhng vn quan trng. Hnh thc qung co trn internet( marketing trc tuyn) Li ch ca Marketing trc tuyn l rt ngn khong cch, gim thi gian v chi ph cho khch hng: Cc bn sinh vin thng t phng tin i li, hu ht l i xe but nn vic qung co trn Internet s gip cc bn tuy khng phi i u xa nhng vn nm bt thng tin sn phm mt cch d dng.Hn na, vic qung co trn internet va tit kim c ngun phn phi sn phm nhng mang li hiu qu cao, t nh hnh sn phm gi r cho sinh vin, hc sinh Theo s liu thng k cho thy, trung bnh ti cc trng i hc, cao ng th 78.5% sinh vin bit cc mt hng thng qua Internet, 15% l qua sch bo, cn li l cc phng tin truyn thng khc.T ta c th nh gi c mc cung cp thng tin t Internet l v cng cn thit qung co sn phm ca mnh n vi sinh vin. Din n vn-zoom, l din n cng ngh thng tin ln nht vit nam hin nay, xp th 20, ch sau nhng t bo trc tuyn( theo Alexa.com) thu ht 4.836.894 thnh vin ng k vi 20.000-30.000 lt ngi xem mi ngy. l con s khng l m phn ln l hc sinh, sinh vin, do cc trang web qung co di ng, cc sn phm khc lin kt vi vn-zoom gii thiu sn phm ca mnh n vi mi ngi v kt qu thu li rt kh quan. Trang web dienmay.com lin kt vi vn-zoom qung co cc sn phm in thoi v cc mt hng in t tng hng ngy ln n 24.000 lt ngi xem, trong 7000-8000 khc hng gi in xin t vn v cc mt hng .

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Biu th hin s pht trin ca trang web, s lt truy cp trc v sau khi lin kt vi vnzoom Ngoi ra ta cn c th gii thiu trn cc trang web nhc v d www.nhaccuatui.com

Trin khai cc phng thc marketing: -Marketing trc tuyn: lm c iu ny, trc ht cn phi hiu c tm quan trng ca cng vic ny, bit cch vn dng, da vo hiu bit t c mc ch cao nht, hn na vic marketing trc tuyn rt gn gi vi i tng l sinh vin.Trong thi bui cng ngh thng tin hin nay qu tht qung co trc tuyn tht s r c hiu qu chnh v vy m BP chi ra 3.6 triu USD chi cho quang cao trc tuyn trn Google. Thng tin ny do Aavertising Age thu thp c t mt ti liu ca Google Docs c th nh sau:

(Ngun:Advertising Age) Phng thc th in t C ba loi marketing bng th in t. Loi th nht lin quan n th in t c gi i t cng ty n ngi s dng nhm mc ch qung b sn phm - dch v, thc y kh nng mua hng. Dng th hai ca email l cc knh ngc li; t ngi s dng n cng ty. Ngi s dng mong mun nhn c mt s gi v nhng cu tr li y cho nhng i hi
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ca h. Theo Amazon.com, chc nng ny rt quan trng pht trin quan h khch hng v h a mt s nhn vin c ti nng vo trong dch v khch hng. Hnh thc th ba l th in t t ngi tiu dng n ngi tiu dng. Th tn in t t ngi tiu dng n ngi tiu dng c s dng h tr cc cng ty marketing. Trong 3 loi trn, nh hnh phng thc th 2 l c p dng nhiu nht. i vi mt trang web bn l ln v c uy tn nh Amazon.com th vic ch trng cc hnh thc chm sc khch hng l rt cn thit, khi ng k Amazon, khch hng lun nhn c nhng cu hi, nhng li gii thiu ca h thng. Vi Amazon, cc li ni ca khch hng lun c ghi nhn v nh gi, nh vy, khch hng s cm thy mnh c coi trng v t xy dng lng tin n vi ngi tiu dng.nhng email lun c tr li mt cch sm nht v y nht, l phng chm ca hng. L trang web c s lt truy cp nhiu ng th 14 th gii v ng th 5 ti m, amazon thu ht hng triu ngi xem hng ngy, chim 5.31% s lng ngi truy cp internet trong mt ngy trn th gii, a trang web ny c s lng khch hng trung thnh cao nht th gii

Biu thng k s % lt ngi truy cp vo amazon.com trong 3 thng qua

Chnh sch tuyn truyn: iu quan trng nht l tuyn truyn, gii thiu sn phm ca cng ty, lm sao cho mi ngi bit n vi sn phm ca vnsp khng ch l gi r, cht lng tt m con uy tn.Mun lm c iu , i vi mi nhn vin cng ty l ht sc kh khn bi v khi cha xy dng c lng tin n vi khch hng, th vic nhng nhn vin cng ty ni th a s khch hng h khng tin vo nhng li ni . iu tra v thng tin sn phm m khch hng ly c t nhng ngi gii thiu th 97% khch hng nghe theo li khuyn ca ngi thn v gia nh hoc t bn b, nhng ngi m h tin tng. Vy nn tuyn truyn sn phm, mang sn phm n vi mi ngi cn phi c mt chnh sch u t
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Xt a phn khch hng l sinh vin, l i tng nng ng, nhiu cng ty xy dng nhng hnh thc tuyn truyn nh l ti tr cc chin dch tnh nguyn,tng o cho sinh vin c logo v sologan ca cng ty, cng vi sinh vin i ma h xanh, gip ngi ngho, Nhn hng sunsik thu ca s H Ngc H v ht i hc quc gia thnh ph h ch minh cng vi l qung co sn phm du gi vi sologan: v cuc sng l khng ch i, nhn c rt nhiu s quan tm ca sinh vin v ph huynh.Kt qu em li rt kh quan khi phn ln sinh vin v theo ui gic m cng sunsik v s lng sn phm bn ra cao gp 5 ln khi cha mi ca s. Chng trnh ITV cng c ca khc ITV, c ban nhc Jokers rule th hin. cng l chin dch qung co kt hp vi cc ca s, din vin i vi cng ty VNSP l mt hng in thoi,cng cn phi c mt chnh sch ph hp vi chin dch qung co. Cng vi vic lin h vi ca s X, cng ty s trch ra mt phn ngn sch ti tr cho ca s, nhc s sng tc v qung co. T chc cc liveshow nhng thnh ph, nhng trng i hc, cao ng, v d nhin l min ph v vo cng ca ca s. Sau khi kt thc mt bi ht, ca s s phi gii thiu tn cng ty v sn phm ca cng ty, cn clip ca ca s s c chn logo ca cng ty gc phi trn cng ca clip. Nh vy vi vic nh ca s gii thiu, iu ng nhin, sinh vin s c hng th trong vic ch n sn phm ca cng ty, li nhun mang v s cao hn, v ca s s c chia li nhun ng nh tha thun 8. Bn hng qun l tiu th : Vic tuyn chn i l thng mi khng c g c bit kh khn nu nhng ngi tuyn chn chng ti bit nhng c im cn c cc ng vin. Tt c nhng nhn vin cho hng thc s c ch u ci m, hot bt, hng hi v nng ng, nn c th nh gi cc ng vin theo cc ch tiu y. Nhng rt nhiu i l thng mi gii li rt r, nh nhn v hon ton khng nng ng. Trong s nhng nhn vin cho hng thnh t c c nam ln n, nhng ngi cao v thp, bit v khng bit n ni vn hoa, rt ch n v ngoi ca mnh v n mc lum thum. Tuy nhin chng ti vn tip tc tm kim mt s kt hp thn b cc c im chc chn ni ln nng khiu thng mi ca con ngi. Chng ti a ra rt nhiu phng n kt hp nh vy. V theo nh MacMarry vit: Ti tin chc rng ngi c nng khiu bn hng tuyt vi l ngi tn tnh bm sinh, ngi c mt nhu cu bc bch t cho c mun ca mnh v l cho mi ngi gn b vi mnh. MacMarry cng nu ra nm c im ph ca mt nhn vin cho hng siu ng: rt nng ng,

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rt t tin, lun khao kht tin bc, thnh thc vi nhng th php ngh nghip v coi mi s phn i, chng c v ngn cn l thch thc i vi mnh. Khng nhng th Mayer v Grinberg a ra mt t hp nhng c im mong mun ngn gn nht. H i n kt lun rng mt ngi cho hng thc s c ch phi c ti thiu hai t cht c bn: 1. Kh nng ng cm, tc l kh nng thng cm vi khch hng v 2. C lng t i cao, mt nhu cu c nhn mnh m cn phi thc hin c mc khon bn hng. Cn c vo hai t cht ny c th d on s thnh cng trong hot ng thng mi sau ny ca cc ng vin vo chc v thng mi khc nhau trong ba khu vc hot ng khc nhau. Th tc tuyn chn cc ng vin Sau khi xy dng nhng tiu chun tuyn chn, ban lnh o chng ti cn bt tay vo tuyn chn cc ng vin. Phng nhn s tm kim nhng ngi c nguyn vng bng rt nhiu phng thc khc nhau, k c vic thu thp nhng s liu v nhng nhn vin cho hng hin c, s dng dch v ca cc vn phng gii thiu vic lm, thng bo cn tuyn v thit lp cc quan h tip xc vi cc sinh vin cc trng cao ng. Nu thnh cng th chin dch tuyn m s thu ht c rt nhiu ngi c nguyn vng v cng ty s phi la chn trong s nhng ngi tt nht. Th tc tuyn chn c th rt khc nhau t mt cuc ni chuyn khng chnh thc n nhng th thch ko di v nhng cuc ni chuyn khng ch vi ngi c nguyn vng, m c vi cc thnh vin trong gia nh ngi . Hun luyn cc i l thng mi Trc kia nhiu cng ty ngay sau khi tuyn dng cc nhn vin cho hng c ngay h i ving thm khch hng. Ngi ta giao cho h nhng mu hng, s ng k n hng v cho h vi li ch dn tin hnh bn hng. Mt kha hun luyn c xem l chuyn xa x. Mi chng trnh hun luyn u i hi nhng chi ph ln cho gio vin, ti liu a im v thi gian. N cng c ngha l phi tr tin cho mt ngi vn cha bn c mt th g, v b qua nhng kh nng bn hng, bi v ngi vn cha i thm ving mt khch hng no. Nhng vi chng ti th chng ti nhn thc c rng cng ty SPVN ch mi thnh lp v bn cnh chng ti c nhng i th tm c nh: Nokia, Samsung, Apple,...V vy m chng ti phi chun b tht k mi th trc khi tung sn phm ca mnh vo th trng. Ban lnh o cng ty ca chng ti quyt nh s m mt chng trnh hun luyn dnh cho cc nhn vin bn hng v c c i l thng mi ca cng ty mnh. Cc chng trnh hun luyn nhm mt s mc tiu: 1. Gii thiu v cng ty VNSP cho cc i l thng mi v dy h ha nhp vi cng ty. Hu nh ging mt s cng ty khc, VNSP cng thc hin phn u tin ca gio trnh ginh cho vic nghin cu lch s cng ty, nhim v, t chc ca cng ty v h thng qun l c p dng trong cng ty, lm quen vi nhng ngi lnh o cng ty, kt cu ti chnh, nng lc sn xut, nhng mt hng chnh v nhng s liu v khi lng tiu th.
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2. Gii thiu cc mt hng ca cng ty vi i l thng mi. Nhng ngi bn hng tng lai s c tm hiu qu trnh sn xut hng ha v cc chc nng ca chng trong nhng phng n s dng khc nhau. 3. Gii thiu nhng c im ca khch hng v cc i th cnh tranh cho i l thng mi. Cc i l thng mi c tm hiu cc kiu khch hng khc nhau v nhu cu ca h, nhng ng c v thi quen ca ngi mua. H cng c gii thiu v cc chin lc v phng chm chnh tr ca cng ty v ca cc i th cnh tranh. 4. Hun luyn cho i l thng mi tin hnh cc bc trnh din thng mi c hiu qu. Cc i l thng mi c hc nhng nguyn l c bn ca ngh thut bn hng. ng thi h cng c tm hiu nhng lun c thng mi ch yu c li cho tng mt hng c th. Mt s cng ty cn giao cho h o din cc mn kch ni chuyn vi khch hng. 5. Gii thiu vi cc i l thng mi v nhng c im cng vic ca h v nhng nhim v c lin quan n h. Cc i l thng mi c hc cch phn phi thi gian hp l cho cng tc vi nhng ngi mua tch cc v tim n, cch s dng cng tc ph, cch lm bo co v hoch nh l trnh c hiu qu nht. Nhng nguyn l c bn ca ngh thut bn hng Nhiu nhn vin cho hng hon ton khng bit cch bn hng. Mt trong nhng nhim v c bn ca kha hun luyn l truyn th cho h nhng kin thc v ngh thut bn hng. Cng ty chi ra hng trm triu cho vic t chc cc cuc hi tho, chun b sch gio khoa bng hnh v cc cng c khc. Ton b h thng hun luyn u nhm bin mt i l thng mi t mt ngi tip nhn n hng th ng thnh ngi ch ng sn kim n hng. Nhng ngi tip nhn n hng hot ng xut pht t nhng tiu sau: 1. Ngi tiu dng bit nhu cu ca bn thn mnh; 2. Ngi tiu dng phn i mi mun gy nh hng i vi h; 3. Ngi tiu dng thch quan h vi nhng nhn vin cho hng lch thip, khim tn khng bm dai nh a. Khi hun luyn mt nhn vin cho hng tr thnh ngi sn tm n t hng, h c dy mt trong hai quan im c bn nh hng tiu th hay nh hng khch hng. Trong khun kh quan im th nht nhn vin cho hng c hun luyn cc th thut v phng php tiu th di p lc mnh m thng c s dng khi bn t in bch khoa ton th v t. Trong s nhng th thut c cch khuch trng nhng u im ca hng ha, ph phn hng ha ca i th cnh tranh, s dng nhng bui trnh din chun b chu o trc, t qung co v a ra nhng nhng b nht nh nu c n t hng ngay.

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Quan im th hai nhm mc ch dy cho nhn vin cho hng tr thnh ngi gip gii quyt nhng vn ang t ra trc khch hng. H c dy cch pht hin nhu cu ca khch hng v a ra nhng phng thc tha mn nhu cu mt cch c hiu qu. Quan im ny xut pht t nhng tin : 1. Ngi tiu dng c nhng nhu cu tim n m theo quan im ca cng ty rt ph hp vi kh nng thng mi ca mnh; 2. Ngi tiu dng rt qu trng nhng vic cho hng thit thc; 3. Ngi tiu dng s tin tng vo nhn vin cho hng thnh tht lo lng n li ch lu di ca h. Tm kim v nh gi nhng ngi mua tim n. Giai on u tin ca qu trnh bn hng l pht hin nhng ngi mua tim n, nhn vin cho hng vn phi bit t tm kim nhng ngi t hng c th c. Nhn vin cho hng phi bit sng lc loi ra nhng khch hng tim n khng c trin vng. C th nh gi cc khch hng tim n di gc kh nng ti chnh, khi lng hot ng kinh doanh, nhng yu cu c th, a im v kh nng thit lp c s hp tc lu di ca h. Chun b s b cho cuc ving thm. Nhn vin cho hng phi c gng bit nhiu v cng ty khch hng tim n (v nhu cu ca n v nhng ngi c tc ng n vic thng qua quyt nh mua hng) v v bn thn ngi mua (i din tnh cch ca h v phong cch x s ca ngi mua). bit c nhiu v cng ty khch hng tim n, nhn vin cho hng c th s dng nhng ngun thng tin chnh thc, nhng thng tin t nhng ngi quen bit v nhng ngi khc. Tip cn khch hng. Nhn vin cho hng cn phi bit cch gp g v cho hi khch hng c c bc m u tt p cho nhng quan h sau ny. Trong vic ny v b ngoi ca nhn vin cho hng, nhng li m u v bnh lun sau ca h gi mt vai tr nht nh. Trn din v trng by hng ha. Sau nhn vin cho hng trnh by cho ngi mua v hng ha, trnh by cng dng v kh nng tit kim tin bc ca hng ha. Khi trnh by v cc tnh cht ca hng ha phi nhn mnh ch yu n nhng li ch m hng ha s em li cho ngi mua. Khc ph nhng phn i. Trong qu trnh gii thiu hng cng nh ngh t hng, hu nh bao gi khch hng cng c nhng kin phn i. Nguyn nhn phn i ca h c th l do nhng c im tm l hay suy xt logic. Khi vp phi nhng kin phi i, nhn vin cho hng vn tip tc con ng tip cn xy dng ca mnh, ngh khch hng gii thch thc cht ca nhng kin phn i ca mnh v t ra nhng cu hi nh th no khch hng phi tr li nhng kin phn i . Nhn vin cho hng bc b cn c ca nhng kin phn i hay bin nhng kin phn i thnh l l b sung thc hin vic mua hng.
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K kt nhng hp ng thng v. Sau nhng bc trn nhn vin cho hng s c gng hon tt thng v. Mt s nhn vin cho hng khng t ti c giai on ny, mt s th khng bit cch thc hin n. H hoc l khng lng tin, hoc cm thy mnh c li trong chuyn ni p nhn c n hng, hoc l khng cm thy n thi im thch hp v tm l kt thc thng v. Thc hin n cng nhng cng vic ca thng v v kim tra kt qu. y l giai on cui cng cn thit trong nhng trng hp i l thng mi mun thy r s hi lng ca khch hng v hi vng vo nhng thng v lp li. Ngay sau khi kt thc thng v, nhn vin cho hng phi hon tt vic xem xt mi chi tit cn thit lin quan n thi gian v iu kin giao hng v nhng yu t khc lin quan n thng v. Kim tra hot ng ca cc i l thng mi Cc cng ty khc nhau thng phi hp hot ng ca nhn vin cho hng vi mc cht ch khc nhau. i vi nhng nhn vin cho hng sng ch yu bng tin hoa hng v t tm kim nhng ngi mua tim n, thng khng b kim tra. Cn nhng ngi n lng v c nhim v phc v nhng khch hng c th th phi chu s kim tra rt cht ch. Lm vic vi khch hng mc tiu v xc nh ch tiu ving thm. Phn ln cc cng ty chia ngi mua ca mnh thnh cc nhm A, B theo cc ch tiu khi lng bn hng cho h, tim nng sinh li v tim nng pht trin ca h, tim nng sinh li v tim nng pht trin ca h. Lm vic vi cc khch hng mc tiu tim n v xc nh ch tiu ving thm. Cc cng ty thng quy nh cho cc nhn vin cho hng thi gian m h phi dnh cho vic tim kim nhng khch hng mi. S dng c hiu qu thi gian hu ch v thng mi. Cc nhn vin cho hng phi bit s dng c hiu qu thi gian ca mnh. Mt trong nhng phng tin m bo iu l lch ving thm hng nm c ghi r nhng khch hng hin c v tim n cn ving thm vo nhng thng no v cn cn phi lm g na. Nhng cng vic khc phi lm bao gm vic tham gia cc cuc trin lm chuyn , cc hi ngh thng mi, tin hnh nghin cu marketing. n c cc i l thng mi Mt s nhn vin cho hng s ht sc c gng lm vic m khng cn c s nhc nh c bit t pha ban lnh o. i vi h vic bn hng l vic hp dn nht trn th gian ny. H rt hiu thng v ch ng. Nhng phn ln trong s h lm vic c hiu sut cn c s khuyn khch ng vin nht nh. To ra bu khng kh thun li trong t chc. Bu khng kh ca t chc l thc ca cc nhn vin cho hng v kh nng ca mnh, v gi tr qu bu ca mnh v v s th lao khi hon thnh tt cng vic.

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Xc nh mc bn hng. Nhiu cng ty xc nh nh mc bn hng cho cc nhn vin cho hng ca mnh, c ghi r s lng v chng loi hng m h cn phi bn c trong mt nm. Vic hon thnh cc nh mc ny thng ph thuc vo mc thng cho i l thng mi. 9. Chin lc lp k hoch kim tra : 9.1 Lp k hoch chin lc Nhiu cng ty hot ng m khng c nhng k hoch c chnh thc thng qua. nhng cng ty mi thnh lp nhng ngi qun l bn qu nhiu vic nn khng cn thi gi lp k hoch. nhng cng ty c th nhiu nh qun l tuyn b rng t trc n gi h vn lm vic rt tt m chng cn phi c k hoch chnh thc, cho nn vic lp k hoch c th khng c ngha quan trng g. H khng mun mt thi gi vo vic son tho k hoch. Theo li h, tnh hnh trn th trng bin ng qu nhanh nn k hoch chng mang li li ch g, v cui cng n s b xp x. Chnh v nhng nguyn nhn ny v mt s nguyn nhn khc na, nhiu cng ty khng thc hin lp k hoch chnh thc. Tuy nhin vic lp k hoch chnh thc s em li khng t ci li, Melvill Branch lit k nhng ci li nh sau: 1. Vic lp k hoch khuyn khch cc nh lnh o thng xuyn suy ngh n trin vng ca cng ty; 2. N m bo phi hp n hn nhng n lc ca cng ty; 3. N xy dng nhng ch tiu hot ng sau ny lm cn c kim tra; 4. N buc cng ty phi xc nh r rng nhim v v phng hng chnh tr ca mnh; 5. N m bo cho cng ty c kh nng i ph vi nhng bin ng bt ng;l 6. N th hin c th hn mi lin h qua li gia chc trch nhim v ca tt c nhng ngi c trch nhim trong cng ty. V vy vic lp k hoch chin lc l c s lp cc k hoch khc trong cng ty VNSP, nn ban lnh o cng ty chng ti s xt n trc tin. Nhim v v mc tiu ca cng ty Cng lnh ca cng ty VNSP cn c pht trin thnh mt bn lit k chi tit nhng mc tiu v nhim v b tr cho tng cp lnh o. Cn ra cho mi ngi qun l nhng nhim v m h chu trch nhim gii quyt. H thng ny gi l qun l bng phng php gii quyt nhim v. Li nhun c th tng bng cch tng mc tiu th nhng hng ha hin c, gim chi ph sn xut thng xuyn hay bng c hai cch ng thi. Mc tiu th c th tng bng cch chim lnh thm th phn trong nc, hay vn ra nhng th trng mi nc ngoi. y chnh l nhng nhim v thng xuyn ca cng ty trong lnh vc marketing. gii quyt nhng nhim v marketing ny cn phi xy dng chin lc marketing tng ng. tng th phn trong nc, cng ty VNSP chng ti phi m bo nhng iu kin mua hng ca mnh d dng hn v thi hnh bin php kch thch mnh m hn. vn ra cc th trng mi nc ngoi cng ty h gi v tp trung
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n lc ca mnh vo nhng th trng ln hn. l chin lc marketing theo ngha rng ca mi cng ty. Mi chin lc marketing cn c trnh by cc k t m. V d vic tng cng kch thch tiu th hng ha i hi phi tng s ngi bn v y mnh qung co. thc hin c hai vic ny cn xy dng nhng chin lc chi tit ring r. l cch thc pht trin cng lnh ca cng ty thnh mt bn k nhng nhim v c th cho thi k hin nay. 9.2 Lp k hoch marketing a,Cc phn ca k hoch marketing Mt bn k hoch marketing thng thng s c hnh thc nh th no? Ta s ni ch yu v cc k hoch sn xut hng ha thng thng v c nhn hiu. K hoch sn xut hng ha thng thng c nhn hiu phi bao gm nhng phn sau: tng hp cc ch tiu kim tra, tnh hnh marketing hin ti, nhng nguy c v kh nng, nhim v v vn , chin lc marketing, chng trnh hnh ng, ngn sch v trnh t kim tra vic thc hin. Tng hp cc ch tiu kim tra. Ngay phn u k hoch phi trnh by tm tt nhng kin ngh s a ra cc phn sau ca bn k hoch; b.Hin tnh marketing. Trong phn th nht, ni dung chnh ca bn k hoch m t c im th trng mc tiu v tnh hnh cng ty trn th trng . Ngi lp k hoch m t th trng v mt quy m, cc phn th trng ch yu, nhu cu ca khch hng v nhng yu t c th ca mi trng, im qua nhng mt hng chnh, lit k cc i th cnh tranh v cc knh phn phi. c.Nhng nguy c v kh nng. Phn ny buc nhng ngi lnh o cng ty VNSP chng ti phi quan tm n trin vng v hnh dung nhng nguy c v kh nng c th ny sinh i vi hng ha. Tt c ch nhm mc ch buc ban lnh o d kin trc nhng s kin quan trng c th nh hng mnh n cng ty. Nhng ngi qun l nh chng ti cn lit k y nht nhng nguy c v kh nng m h c th hnh dung c. d.Nhim v v vn . Sau khi nghin cu nhng nguy c v kh nng lin quan n hng ha, ngi qun l cng ty c kh nng ra nhng nhim v v phc ha nhng vn pht sinh km theo. Nhim v phi c trnh by di dng nhng mc tiu m cng ty c gng t c trong thi hn ca k hoch. e.Chin lc marketing. Trong phn ny ca bn k hoch, ngi qun l trnh by quan im marketing rng (cn gi l k hoch tr chi) v vic gii quyt nhng nhim v ra.

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Chng trnh hnh ng. Cn bin nhng chin lc marketing thnh nhng chng trnh hnh ng c th, tr li c nhng cu hi sau: 1. S lm c g? 2. Khi no s lm xong? 3. Ai s lm vic ? 4. Vic tn bao nhiu? f.Ngn sch. K hoch bin php cho php ngi qun l cng ty xy dng mc ngn sch tng ng, m v thc cht, l d bo li l. g.Trnh t kim tra. Trong phn cui ca bn k hoch trnh by trnh t kim tra tin thc hin tt c nhng cng vic ra. Thng thng cc mc tiu v kinh ph c phn b theo thng hay qu. iu c ngha l ban lnh o ti cao ca VNSP c th nh gi cc kt qu t c trong tng khong thi gian, v pht hin nhng mt hng sn xut khng t c nhng ch tiu ra cho n. Nhng ngi qun l cc mt hng sn xut ny s phi tng trnh nguyn nhn v nhng bin php d kin s thi hnh nhm chn chnh tnh hnh. h.Xy dng ngn sch marketing 9.3 Lp k hoch da trn c s nhng ch tiu v li nhun mc tiu. Bc 1: bt tay vo nh gi tng s lng ca th trng smartphone trong nhng nm ti. Bc 2: d bo th phn ca cng ty VNSP trong nhng nm ti. Bc 3: d bo s lng sn phm bn ca cng ty VNSP trong nhng nm ti. Bc 4: nh gi bn tng loi sn phm ca cng ty cho cc i l thng mi. Bc 5: by gi cng ty VNSP c kh nng tnh tng thu trong nhng nm ti. Bc 6: VNSP tnh ra c tng chi ph thay i trn mt sn phm ca cng ty. Bc 7: d bo tng li nhun c trch ra b p cc chi ph c nh v cc chi ph dng tin hnh marketing. Bc 8: tnh ton nhng chi ph c nh. Bc 9: ch tiu kim tra v li nhun mc tiu thu c t vic bn cc sn phm ca cng ty VNSP. 9.4 Lp k hoch trn c s ti u ha li nhun. Vic lp k hoch trn c s cc ch tiu li nhun mc tiu m bo li nhun tha ng, nhng khng nht thit l cc i. By gi chng ti s xt nhng vn xy dng k hoch ti u ha li nhun. Vic ti u ha li nhun i hi ngi qun l ca cng ty phi thc r mi lin h qua li gi khi lng bn v cc thnh phn khc ca h thng marketing-mix. Kim tra marketing Bi v khi thc hin cc k hoch marketing pht sinh rt nhiu nhng iu t xut, nn phng marketing cn phi thng xuyn kim sot tin trnh thc hin. Cn phi c
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nhng h thng kim tra marketing m bo chc chn hot ng ca cng ty c hiu sut v hiu qu. Kim tra kh nng sinh li Cng ty VNSP cn phi tin hnh c vic kim tra kh nng sinh li ca cc mt hng khc nhau, ca cc a bn, cc phn th trng, cc knh thng mi v cc n hng vi khi lng khc nhau. Nhng ti liu ny s gip ban lnh o cng ty quyt nh cn hay khng cn m rng, thu hp hay ngng hon ton vic sn xut nhng mt hng ca mnh. Kim tra chin lc Thnh thong cng ty VNSP cn phi tin hnh xem xt, nh gi ton b hiu qu marketing ca mnh. Marketing l mt lnh vc c nhim v, mc tiu chnh tr, chin lc v chng trnh hnh ng rt mau lc hu. Mi cng ty cn nh k nh gi li quan im chung ca mnh v th trng bng cch s dng phng php kim so t marketing. Kim sot marketing phi c hon ton t do tin hnh phng vn nhng ngi qun l, khch hng, i l, nhn vin cho hng v nhng ngi khc c th gip lm sng t tnh trng hot ng marketing ca cng ty. TRN Y L TON B K HOCH KINH DOANH CA CNG TY IN THOI DI NG VNSP M BAN LNH O CNG TY CHNG TI VCH RA TRC KHI TIN HNH TUNG SN PHM CA MNH VO TH TRNG. Rt mong mong c li c vn thm ca cc MBA tng lai, i hc kha 26 khoa qun tr kinh doanh, trng i hc Ngn Hng Thnh Ph H Ch Minh. Mi thng tin cc anh (ch) c th lin lc thng qua webside chnh thc ca cng ty www.VNSP.com.vn BAN LNH O VNSP

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