NI DUNG

TM TT NI DUNG THC HIN ................................................................................3

1.

PHN TCH TNH HNH .........................................................................................4

1.1 Phn tch cng ngh .............................................................................................4
1.2 Phn tch kinh doanh..............................................................................................5
1.3 Phn tch cnh tranh ..............................................................................................7
1.4 Phn tch khch hng.............................................................................................9
1.5 Phn tch SWOT ..................................................................................................10
1.6 Phn tch hot ng ca th trng (nu c)........................................................10
2. MC TIU .............................................................................................................11
2.1 Mc tiu ca cng ty ...........................................................................................11
2.2 Mc tiu th trng ...............................................................................................11

3.

CHIN
3.1 Chin
3.2 Chin
3.3 Chin
3.4 Chin
3.5 Chin

LC TH TRNG ...............................................................................13
lc phn khc th trng .........................................................................13
lc mc tiu .............................................................................................13
lc vng i sn phm ............................................................................14
lc thay th .............................................................................................15
lc ct li ................................................................................................16

4.

CHNG TRNH MARKETING .......................................................................18

4.1 Marketing hn hp ...............................................................................................18
4.2 Cc chng trnh khch hng thn thuc ............................................................22
4.3 Dch v & h tr khch hng ................................................................................22
4.4 Nghin cu th trng .........................................................................................22
4.5 Bn hng trc tip................................................................................................23
4.6 Lng tin v s tn nhim ......................................................................................23
4.7 Xc tin thng mi ............................................................................................23

5.

K HOCH THC HIN ........................................................................................23

5.1 Thit k v trin khai sn phm ..... .23
5.2 Marketing & bn hng ..........................................................................................24
5.3 Nh phn phi ......................................................................................................28
5.4 Cc yu cu v ngun lc ...................................................................................29
5.5 Lp chng trnh .................................................................................................29

6.

NH GI V GIM ST VIC THC HIN ........................................................30

6.1 Gim st cc chin dch qung co......................................................................30
6.2 Phn tch kinh doanh ...........................................................................................32
6.3 Bo co li & l ...................................................................................................34
6.4 K hoch hi hp ................................................................................................35
6.5 H s khch hng ...............................................................................................35
6.6 nh gi nhn lc bn hng ................................................................................35

7.

THNG TIN TI CHNH .......................................................................................37

7.1 Tm lc thng tin ti chnh.................................................................................37

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7.2 Gi nh ti chnh .................................................................................................37

7.3 Ngn sch ...........................................................................................................37
7.4 K hoch doanh s (5 nm) .................................................................................39
8.

K HOCH D PHNG ......................................................................................42

8.1 Du hiu tht bi ..................................................................................................42
8.2 Nhng chin lc thay th...................................................................................42

9.

PH LC ...............................................................................................................42

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