Tm hiu thc trng v xy dng chin lc Marketing Mix cho sn phm

nc x vi mi

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TM HIU THC TRNG V XY DNG CHIN LC
MARKETING MIX CHO SN PHM NC X VI MI
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Tm hiu thc trng v xy dng chin lc Marketing Mix cho sn phm

nc x vi mi

Mc lc
Trang
Li m u: ---------------------------------------------------------------------------- 3
A - Khi qut ti: ................................................................................... 5
1. C s hnh thnh: .............................................................................. 5
2. Mc tiu - phm vi - phng php nghin cu: ................................. 5
a. Mc tiu: ........................................................................................... 6
b. Phm vi: ............................................................................................ 6
c. Phng php: ................................................................................ ....6
3. ngha ti:... ................................................................................ 6
B - Tng quan kh nng thnh cng cha sn phm: .............................. 7
I. phn tch cc yu t to nn s thnh cng ca nc x vi: ..................... 7
1. Phn tch im mnh ddier yu ca i th: ................................ 7
1.1. Thng hiu to nn gi tr ca sn phm: ................................................ 7
a. Hai i th ln Downy v Comfort: ............................................. .7
b. phn tch cc yu t to nn thnh cng ca hai thng hiu: ....... 7
1.2. Thng hiu trong lng ngi tiu dng: ....................................... 10
a. nh gi s lc i th:................................................................... 10
b. Tin hnh nghin cu i th da trn nhng tiu ch: ...................... 11
2. Bng kho st: ........................................................................... ..13
3. Hnh vi ngi tiu dng: ............................................................ 13
a. Qu trnh ra quyt nh mua hng khch hng: .............................. 13
b, Nhng nhn t nh hng n hnh vi mua hng: ........................ .14
c. Qu trnh i n quyt nh mua sm: ........................................... 15
4. Phn khc th trng La chn th trng mc tiu
nh v sn phm: ........................................................................ 15
4.1.Khi qut v th trng: ................................................................... 16
a. Khi nim v th trng: .................................................................... 16
b. Phn loi th trng: ..................................................................... .16
4.2. Phn khc th trng: ..................................................................... 16
a. Khi nim phn khc th trng: ....................................................... 16
b. Tiu thc phn khc th trng ..................................................... .16
4.3. La chn th trng mc tiu: ................................................... .18
a, nh gi cc khc th trng: ....................................................... .18
b, La chn th trng mc tiu: ...................................................... .20
c, nh v trong th trng: ............................................................... .20
II. Phn tch S.W.O.T: ............................................................................. 21
1. Ma trn S.W.O.T: ........................................................... 21
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Tm hiu thc trng v xy dng chin lc Marketing Mix cho sn phm

nc x vi mi
2. Phn tch cc nhm chin lc: ...................................... 22
a. Nhm chin lc S-O: .......................................................... 22
b. Nhm chin lc:S-T:. ..................................................... .23
c. Nhm chin lc W-O: ..................................................... 23
d. Nhm chin lc W-T:.. ...................................................... .24
III. Chin lc Marketing Mix: .......................................................... 24
1. Mc Tiu:.............................................................................. .24
2,Chin lc Marketing Mix: ............................................... 25
a, a im phn phi : ............................................................... 25
b, Sn phm: ............................................................................... 26
c. Chnh sch gi c: ................................................................ 28
d,Qung b: ................................................................................. 31
Kt Lun: ---------------------------------------------------------------------------- 34
TI LIU THAM KHO: -------------------------------------------------------- 35

Tm hiu thc trng v xy dng chin lc Marketing Mix cho sn phm

nc x vi mi

Li m u
Vit Nam gia nhp WTO cng c mt thi gian kh di. Nhng b ng ban u t
nhng ngy u, mi ra nhp sn chi chung ca th gii khng cn. Bn cnh nhng c
hi tt v tip cn th trng, xut khu hng ha, thu ht vn u t nc ngoi, th doanh
nghip trong nc cng dn nhn ra nhng thch thc to ln hn rt nhiu, t pha cc doanh
nghip nc ngoi, a quc gia. l kh nng cnh tranh cng nh tc pht trin ca cc
doanh nghip khi nc ta thc hin cam kt m ca. Trong thi k kinh t m ca hi nhp
ny, cng vi s pht trin nh v bo ca th trng Vit Nam, theo dng chy chung ca nn
kinh t th gii, chnh l s tn cng t ca cng nghip hng ha trong v ngoi nc.
Nhm tn cng vo th trng y tim nng Vit Nam, p ng nhu cu a dng ca ngi
tiu dng. V cng ti y, din ra nhng cuc chin khc lit khng nhn nhng gia cc
hng ha trong nc v hng ha nc ngoi, c bit l cc sn phm c xut x t cc cng
ty a quc gia hin ang c mt v thng lnh trn th trng Vit Nam. Mt v d in hnh,
khng th khng k n l hai i gia ln trn th trng hng tiu dng l Unilever v
P&G, hai cng ty ang ng trong top u v doanh thu bn hng, hng nm cung cp mt
lng ln hng tiu dng thit yu cho sinh hot hng ngy ca ngi tiu dng th gii ni
chung v Vit Nam ni ring. Xt ring trn th trng nc x vi, cng thy c mc
chim lnh th trng ca hai nhn hiu: Comfort ca Unilever v Downy ca P&G ny, tuy
mi tham gia vo th trng Vit Nam cha lu. iu g lm nn s thnh cng vt tri
ca hai nhn hng ny trn th trng tiu dng, ngi Vit Nam? chnh l cc hot ng
marketing. Marketing chnh l chic cha kha cho s thnh cng ca doanh nghip. Bi n l
phng thc gy dng nim tin trong lng cng chng, gip cng ty c mt ch ng vng
vng trong tri tim ca ngi tiu dng, gip doanh nghip tr vng trn th trng v khng
ngng pht trin. cng chnh l iu kin kin quyt sng cn ca bt k mt doanh nghip
cnh tranh trn th trng no hng ti. iu ny cng gii thch cho nhng con s khng l
hng t la hng nm, chi cho cc chin dch chim lnh th trng ca cc cng ty.
Chng ti thc hin cuc kho st v th hiu ca ngi tiu dng v sn phm nc x vi
nhm nh gi v mc hi lng cng nh xu hng tiu dng trong th trng nc x vi
Vit Nam. Vi mc ch to ra mt loi nc x vi mi mang nhng c tnh ni tri v thnh
phn a n mt xu hng mi trong ngi tiu dng. Trn c s l nhng nh gi sc
cnh tranh gia nc x vi mi vi cc loi khc trn th trng.
L mt cng ty mi thnh lp, vic to ra mt nhn hiu sn phm nc x vi mi thnh
cng ngay khi xut hin dng nh l bt kh thi trong mt th trng gn nh bo ha, vi
s tham gia ca rt nhiu nhn hiu x vi ni ting t cc cng ty a quc gia. L doanh
nghip i sau nn cng ty c mt ci nhn kh khi qut th trng nc x vi hin nay, v vy
vi vic rt kinh nghim t nhng nhn hiu i trc ng thi kt hp vi nhng sng to v
li ch thit thc i vi ngi tiu dng. Cng ty chng ti quyt nh hng ti th trng
nc x vi. V bt u vi vic: tm hiu thc trng v xy dng chin lc Marketing
Mix cho sn phm nc x vi mi.

Tm hiu thc trng v xy dng chin lc Marketing Mix cho sn phm

nc x vi mi
Li nhn t ngi vit: y l ti gi nh ca nhm v mt cng ty mi thnh lp mun
tung ra th trng mt loi nc x vi mi. Do nhiu yu t khch quan v thi gian, cng
nh kin thc ngi vit cn nhiu hn ch, nn bi lun cn nhiu sai st, rt mong nhn
c s ng h cng nh nhng kin ng gp ca cc bn cho nhm.
Chng ti xin chn thnh cm n!

Tm hiu thc trng v xy dng chin lc Marketing Mix cho sn phm

nc x vi mi

KT LUN
Cng ty l mt doanh nghip tr c nhiu tim nng pht trin trong tng lai, vi cc
th mnh v i ng nhn vin tr, nng ng, sng to d nm bt c xu hng th
trng, nhanh nhy tip thu cc cng ngh k thut cao, to ra mt h thng thng tin
tt. gip ti a ha cng dng ca cc c s vt cht tin tin hin i cu cng ty. ang
dn tng bc xy dng c mi quan h lu di vi cc nh cung ng, cc t chc
bn ngoi bng nhng chnh sch hu i, chm sc. Bn cnh , th mt cng ty mi
thnh lp cng khng trnh khi nhng hn ch c bn v kh nng ln mnh ca ngun
vn, hay v ngun nhn lc tr xong, khng c kinh nghim thc t, do cc hot
ng v marketing cha hon chnh, ch c xy dng ch yu trn l thuyt, iu ny
cng nh hng khng nh n vic to ra mt h thng phn phi tt nht, dn n tm
nh hng n khch hng cn t. Mc d, th trng nc x vi khng hn cn giu
tim nng, xong vi mt sn phm to ra xu hng mi trong nhu cu ca khch hng,
th ta hon ton c k vng vo mt tng lai thnh cng ca sn phm trn th trng,
c c hi khng nh tn tui, xy dng hnh nh mt cng ty uy tn, mang m hn
Vit.
Thng qua ma trn S.W.O.T, vi cc chin lc c xy dng trn c s phn tch
nhng im mnh, im yu, thch thc, c hi t cc tc nhn bn trong v bn ngoi
cng ty, ta tin hnh xy dng c mt chin lc Marketing Mix, trong giai on
u pht trin sn phm. nu cng ty thc hin cc chin lc ny mt cch ng b,
hp l th kh nng thnh cng v t c cc mc tiu kinh doanh ca cng ty. Hay
ni cch khc: chin lc Marketing l kim ch namcho cng ty thm nhp th trng.
Tm li, da vo nhng kt qu nghin cu v phn tch, th cng ty hng ti sn
phm nc x vi l hon ton hp l. Qu ta thy c tm quan trng ca vic xy
dng mt chin lc Marketing Mix.

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Tm hiu thc trng v xy dng chin lc Marketing Mix cho sn phm

nc x vi mi

TI LIU THAM KHO

1. Gio trnh Marketing cn bn. NXB thng k, Trng i Hc Kinh T TP.HCM

2. Slide bi ging ca Ging Vin: Trn Th Ngc Qunh
3. Thng tin trn cc trang web:
- www.baomoi.com Kinh t
- www.vietbao.vn
- www.vnecon.vn
vnn.vietnamnet.vn
- www.vatgia.com
- thucphamvabachhoa.com
- www.sieuthi360.vn
- vnexpress.net
khodetai.com/Thong-diep-quang-cao-nhanhieu-nuoc-xa-vai-Comfo..
- www.biethet.com/
- thegioitailieu.net
- bookluanvan.vn
- www.kilobooks.com
4. Cc bi kha lun, nhiu bi vit v cc
ti marketing ly t cc ngun trang
web tin cy nh: www.tailieu.com.vn/

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