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Ti bn ln th t c sa cha hon thin Tn sch: Khc bit hay l CHT Tc gi: jack Trout Ngi dch: Thi Hng Tm Th loi: Kinh T - Qun Tr Nh xut bn: Tr, TP. HCM Nm xut bn: 2004 Kh: 14,5x20,5 cm --------------------Ngun: Dch gi Thi Hng Tm Chuyn sang ebook (TVE): tovanhung Ngy hon thnh: 26/4/2007 http://www.thuvien-ebook.com
LI GII THIU KHI Chng 1 CH CA S LA CHN CHNG 2 D IU G XY RA CHO NGH BN C QUYN (USP) CHNG 3 TI TO LI NGH BN C QUYN CHNG 4 NH HNG VO KHCH HNG HAY CHT LNG HIM KHI L NHNG TNG KHC BIT HO CHNG 5 SNG TO KHNG PHI L MT TNG L KHC BIT CHNG 6 GI HIM KHI L MT TNG KHC BIT CHNG 7 GING SN PHM RNG L MT CON NG KH KHC BIT HO CHNG 8 NHNG BC KHC BIT HA CHNG 9 KHC BIT HA CHIM CH TRONG TM TR CHNG 10 LN U TIN L MT TNG KHC BIT HA CHNG 11 S HU MT THUC TNH L MT CCH KHC BIT HA CHNG 12 TNH DN U L MT CCH KHC BIT HA CHNG 13 K THA L MT TNG KHC BIT Ngi n b nh b i tin phong trong ngnh kinh doanh ru M CHNG 14 SN PHM C BIT L MT TNG KHC BIT HA CHNG 15 C A CHUNG L MT TNG KHC BIT HA CHNG 16 LM SAO MT SN PHM L MT TNG KHC BIT HA CHNG 17 L CUI CNG CNG L MT TNG KHC BIT HA CHNG 18 NNG BNG L MT CCH KHC BIT HA CHNG 19 PHT TRIN C TH HY HOI S KHC BIT CHNG 20 KHC BIT HA I HI PHI HY SINH CHNG 21 L KHC BIT NHNG NI CHN KHC BIT CHNG 22 GN GI S KHC BIT CA BN CHNG 23 AI C NHIM V VI S KHC BIT HA
LI GII THIU
Trong ch ca s chn la v chn lc ngy nay, nu bn khng phi l mt Coca-Cola hay mt Nike no th qu l kh c th ginh ly mt ch ng vng vng trong tm tr ca ngi tiu dng. V nu bn l mt thng hiu hng u th cng khng phi l d dng c th bo v c v th mi mi bn vng cho d l bn c c ci li th hn ngi . Nu bo bn phi tm ra mt ht np trong mt r go t th qu l khng d, nhng nu bn ch phi tm ra mt ht la trong th r rng nhim v ny d hn nhiu. Nhng d sao vic tm ny cng khng phi l hon ton n gin, bn cng cn n k nng lm cho ht la kia ni ln b mt ca nhng ht go bn c th nhn din c n. c th ginh c mt ch ng trong tm tr ca ngi tiu dng, thng hiu ca bn cn phi l mt ht thc ch khng phi l mt ht np trong r go t ny. l s khc bit m bn cn phi c. lm cho ht thc (hay vin ngc ?) ca bn ni ln trn b mt v c nhn bit lu bn trong tm tr ca ngi tiu dng th li l nhim v ca chng ti, nhng cng ty qung co v marketing. Tm ra v lm ni bt s khc bit c th ca bn. Ti tm c m gii thiu vi cc bn cun sch ny, Differentiate or Die hay Khc Bit hay l Cht. Nguyn Nam Trung Ch tch Cty Qung co StormEye
KHI
Hu nh trong sut mt i lm vic ca chng ti, ti v cc ng s ca ti u lun rao truyn v tm quan trng ca vic "l khc bit". Trong cun V th ho (Positioning), l khc bit c ngha l t c bit ho trong tm tr ca cc i tng tim nng. Trong cun Chin cuc Marketing (Marketing Warfare), l khc bit c ngha l dng mt t tng c bit ho bo v, tin cng, nh bc hu hay tr thnh mt du kch, mt "Che". Trong cun 22 Quy lut Marketing bt bin (22 Immutable Laws of Marketing), l khc bit c ngha l dng mt t tng c bit ho xy dng mt thng hiu. Trong cun n gin l Hon ho (The Power of Simplicity), l khc bit c ngha l thit lp mt chin lc c bit ho. L khc bit hu nh lun l trng tm ca mi vic m chng ti lm trong sut ba mi nm va qua. Bn c th cho rng lc ny, thng ip v vic "l khc bit" ca chng ti c loan truyn rng ri. Hu nh mi ngi, ai ai cng ang bn rn xy dng s khc bit trong cc k hoch ca h. Khng mt ai khng gp mt vi i vi mt tng khc bit trong u ca anh ta, ng ta hay c ta, b ta. C ng nh vy khng ? Khng hn nh vy. nh ca chng ti khi vit cun sch ny l xt n hai loi t chc. Mt loi cha h bao gi tm n chuyn l khc bit. H vo cuc, m ra nhng trn chin vi nhng yu t cnh tranh nh "cht lng cao," "gi tr tt" hay mt iu c k vn lun c v hp dn - "sn phm tt hn." H tin tng vo nhng li th cnh tranh m h t t ra cho mnh l hn hn mi i th nhng ri chnh nhng g h tin tng ny li chnh l nhng g nhanh chng loi h ra khi cuc chi. H t tp chung quanh h vi nhng "bc thy chuyn nghip," nhng ngi lun ming ni v cht lng, v trao quyn, v vic nh hng vo khch hng v v vn nhng hnh thc lnh o t ngh thut n phi ngh thut khc. Bt hnh thay, mi i th ca h cng c bao quanh bng nhng "bc thy" tng t. Khng c g l khc bit. Mt loi cc t chc khc, l nhng t chc hiu c nhu cu ca vic l khc bit. Nhng ri sau mt vi n lc phi ni l khng ng k, h nh phi chp nhn l h khng th v khng bit lm sao c th t khc bit ho. H nh phi chp nhn l sn phm cng nh cch thc bn hng ca h qu l khng khc bit bao nhiu vi cc i th ca h. H nh phi nhm n nhng phng php kch hot mi lc vn c tin tng v p dng rng ri. ng bun thay, h vn khng th to thnh s khc bit h mun c vi cng nhng phng cch v nhn t tng t nh mi i th chung quanh h. Nhng t chc ny cng khng gt hi c bao nhiu h tr t nhng tn tui khoa bng ln. V d nh Michael Porter ca trng i hc Havard, ngi ni v nhu cu ca mt ngh Bn c quyn (USP, unique selling proposition) nhng li khng th ni chnh xc l cc cng ty cn phi lm nhng g t c ci ngh Bn c quyn ny. ng Porter thc s ch ni n nhng g bn l nh tnh lin tin chin lc, v th chin lc, thng mi chin lc v cn nhiu na cho tt c nhng ai c th tr chi ph cho nhng iu m ng ni. Vn khng c g l khc bit. S h tr t cc cng ty qung co cng khng em li cho h iu g tt hn. H ni v nghe v nhng g nh tnh d thng, tnh t ph v.v i vi h nhng th ny c v ngh thut hn l k thut. Vn khng c g l khc bit y. Cun sch ny c vit ra l thay i tt c nhng quan im c ni n trn. N vch ra nhiu cch bn c th t mnh l khc bit v trnh khi s cm d ca nhng g c v l khc bit nhng thc s li tng ng. Vi cun sch ny trong tay, cc bn s trong mt v th tt hn pht trin vng vng hn trong mt th gii y cnh tranh, khng h khoan nhng. y l mt cun sch c th to ra s khc bit cho cng cuc kinh doanh ca bn.
Jack Trout
Chng 1
CH CA S LA CHN
Vo thu bnh minh ca nhn loi, la chn khng h v cng cha bao gi c xem nh mt vn . Khi cc bc t tin xa xa ca chng ta t hi : "C g cho ba ti y ?", cu tr li s v cng n gin. c th l bt c mt con vt no chung quanh m h c th sn ui, git cht ri mang v ni h tr n. Ngy nay, bn bc vo mt siu th khp kn v di tm trong mt rng nhng th c th n c m nhng ngi khc sn tm, git tht, ch bin v ri ng gi cho bn. Vn ca bn ngy nay khng cn ch l chim ly. Vn ca bn l c gng hnh dung ra phi mua th g trong hng trm, hng ngn th vi bao b mi kiu dng ang tr mt nhn tr li bn t trn cc k hng. Tht ti ? Tht chn ? Tht g ? v.v Nhng ch mi l bc khi u. Bn s cn phi quyt nh mnh s mua phn tht no. Sn ? i ? Thn ? v.v V cn na, bn cn phi quyt nh s mua nhng g v cho nhng thnh vin khng n tht trong gia nh ca bn ?
Cu c cho ba ti
Vic bt ly mt con c i vi nhng t tin xa xa ca chng ta ch n gin l vn vt nhn mt cnh cy v hy vng vo vn may. Ngy hm nay, iu ny c ngha l phi tm n mt ca hng chuyn bn cc ngh cho vic cu c la chn mt vi trong v s th nh cn cu, dy cu, li cu, mi cho tng loi c khc nhau, ri no l qun o i cu, gi ng c v nu c th l cn hng trm nhng th khng th no ng n khc na. V ri bn s i cu ni no ? Ao h hay sng, sui hay bin ? Vic i cu pht trin qu xa, qu rng so vi nhng ngy ca nhng cnh cy vt nhn.
i n ti
Ngy nay, rt nhiu ngi thng n y vic phi chn ra mt ch n ti cho nhng ngi khc. Quyt nh s i n ti u trong mt thnh ph rng ln nh Newyork chng hn, khng th l mt chuyn d dng. Cng v vy m Nina v Tim Zagat su tm, bin son v ri pht hnh cun ch nam v cc nh hng New Y ork vo nm 1979 gip cho chng ta d dng tr li c ci cu hi kh khn v vn la chn ny. Ngy nay cun ch nam b ti ca Zagat tr thnh mt n phm c bn ra n hng triu bn vi nhn xt v xp hng n hng trm ngn nh hng t nh n ln trn khp nc M v c nhng thnh ph ln ni ting trn th gii.
Trong ngnh cng nghip truyn hnh, mt thi qua, ch c vi ba i truyn hnh chi phi hu ht cc ngi xem cho n ngy nay vi nhiu loi hnh truyn hnh vi nhiu cng ty, i pht khc nhau hu nh ca c th gii ny cho chng ta chn la. Vi dng thc bng, a hnh ngy nay cc i truyn hnh cc loi hon ton c th m tng n mt h thng vi hng trm knh khc nhau cho nhu cu ca ngi xem ca h. Vi tt c nhng s pht trin v phn chia trn, bn s phi d tm chn la mt th g xem trn v s knh, i khc nhau v hon ton c th l khi bn tm c nhng g m mnh mun xem th chng trnh n hi chm dt. "Phn chia" l mt qu trnh khng h ngng ngh. Nu bn cn nghi ng v iu ny hy xem qua biu sau v s bng n ca vic la chn :
Bn phi ht sc cn trng
Nu bn b qua nhng g c o ca chnh mnh v c gng l mi th dnh cho mi ngi, bn s nhanh chng chn vi nhng g l khc bit ca bn. Hy xt n trng hp ca Chevrolet, mt thi tng l loi xe gia nh y gi tr v chim lnh th trng. V khi Chevrolet c gng thm vo nhng g l "t gi", th thao", "nh b" vo tnh cch ca mnh h t loi b s khc bit ca chnh h. Ngy nay thng hiu ny b nhng thng hiu khc vt qua v b h li sau lng. S khc bit ca h tn li i cng vi cng cuc kinh doanh ca h. Nu bn khng ch tm n nhng thay i trong th trng, s klhc bit ca bn cng c th mt i tm quan trng ca n. Hy xt n trng hp ca DEC, mt thi tng l mt nh sn xut hng u v my tnh, h khng ch n nhng thay i trong cng ngh v k thut lm cho my tnh c nhn tr thnh mt lc tc ng chnh trong cc vn phng. S khc bit ca h mt i tm quan trng tng c. Ngy nay DEC cht v b st nhp bi Compaq. Nu bn c phi chu lp bng bi cc i th cnh tranh ln hn m khng bao gi thit lp nhng g l khc bit ca bn, bn s mi mi yu km. Hy xt n trng hp ca Westinghouse, h khng bao gi thot ra khi ci bng ca General Electric v ngy nay h khng cn tn ti. Hay Goodrich c th sng ch li cc loi v xe nhng ri Goodyear li hng ht mi phn li nhun bi v s nhm ln gia thng hiu ca h vi mt thng hiu ln hn, chnh v iu ny m h khng th c phn bit ra trong tm tr ngi tiu dng. Th gii kinh doanh ngy nay l mt th gii tn nhn.
ng cho l mi vic ri s an ho tr li. Chng ta phi cm nhn rng n s cng lc cng tn nhn hn ch n gin v cng ngy cng c nhiu s chn la hn na. Trong cun sch mang tn "Nhanh hn" (Faster), tc gi James Gliek ni v ci iu c th gi l mt tng lai hoang d, "S tng tc ca hu nh mi th". Hy xem on vn sau y ca cun sch ny : Vic tng trng nhanh chng ca s la chn khin chng ta bt buc phi bc vo ci by ca s chn la. Chng ta cng c nhiu thng tin, chng ta cng tm kim thm thng tin. Chng ta cng c nhiu s chn la chng ta cng cn thm nhiu la chn. S phc tp to thnh s chn la ; s chn la thc y cng ngh ; v cng ngh sinh ra s phc tp. Khng c s phn phi hng ho, khng c vic sn xut hiu qu trong thi i mi ngy nay, khng c nhng s in thoi min ph v chuyn pht nhanh v trn ht c nu khng c my vi tnh, s la chn khng th bng pht nh vy. Qu ng, qu b, cc bn ca ti, chng ta vn cha nhn thy mt nh sng no. ***
CHNG 2
vi vn phi hnh dung ra nn mua ci g v khng nn mua ci g. Ni cch khc, vic chn la ch l vn n thun ca vic quyt nh. Chn la tc l quyt nh.
Bn c th c bit ho bt c th g
Theodore Levitt, mt bc thy marketing ca Havard, vit mt cun sch mang tn S Sng to Marketing (The Marketing Imagination). ng ny chc chn l c cng mt kin vi Reeves khi tuyn b trong chng bn ca cun sch ny l bn c th c bit ho bt c mt th g. Quan im ca ng l gi tr ca sn phm c tng thm bng cch cung cp cho ng tiu dng nhiu hn l h c th ngh hay cn, hay d on. iu ny c th t c vi nhng h tr hay dch v cng thm. General Electric t ly iu ny bng cch t vn cho khch hng v nhng khc bit kh nhn bit trong cng cuc kinh doanh khp ni trn th gii. GE cng h tr khch hng vi nhng dch v cng thm m vi chng khch hng ca GE khng cn cn thit phi lu gi b phn dch v trong thnh phn nhn s ca h. Thang my Otis dng cch chn on t xa nh mt phng cch t c bit ho. Vo gi cao im cc cao c vn phng, vic thc hin cc hot ng sa cha hay bo tr thang my l hon ton bt tin cho khch cng nh nhng ngi lm vic ti . Otis vn dng kh nng chn on t xa ca h d kin trc nhng g ngn tr c th xy ra v gi nhn vin ca h n trc t sm thc hin cc dch v bo tr vo nhng gi m thang my tha tht ngi s dng. Oral-B to ra s khc bit vi nhng bn chi nh rng c kh nng bo cho ngi s dng bit n lc cn phi thay bn chi mi.
la ra mt hnh nh tng tng v nhng con vt b nh dm mnh trong bn t, ri nhy ln ln ln cng vi m g con v tr thnh mt loi "tht trng" khc hn. Mt c chuyn i ngon mc trong lc m "tht " l mt nhn thc ng nhin. C mun l c phng cch khc bit ho. ***
CHNG 3
TI TO LI NGH BN C QUYN
Rosser Reeves c mun l khc bit. Nhng bn mi nm trc, phng cch c bit ho thng ch da trn mt s khc bit r rng gia cc sn phm. Thng l vi mt tin ch c th kch bn ho so snh vi cc i th. "Lm sch hi th ca bn cng lc vi hm rng ca bn," Kem nh rng Colgate tng ni nh th. (Vi nm sau, Crest a thm thuc chng su rng vo kem ca h v xem l mt ngh bn c quyn ca h.) "Chai ca chng ti c ra sch trc tip bng hi nc" l im chnh ca s c bit ho c trnh by bi nh sng to tng huyn thoi Claude Hopkins sau khi thm nhp cng ngh ch to bia ca khch hng ca ng. (Sau mi hng bia u lm nh vy. Nhng ng ta l ngi u tin nhn mnh n tnh v sinh ca sn phm.) Tnh khoa hc n gin vn lun c nhiu cng ty nhm n trong nhng ngy y. Anacin chng hn, dng vic phi hp cc dc liu lm im nhn t c bit ho vi aspirine n cht hay aspirine vi ph liu chng tc ng ph. Cc nh ho hc c th gii thch vic phi hp cc dc liu ca Anacin c nhng tc ng khc hn i vi c th con ngi so vi aspirine n c.
iu g xy ra
Ngy nay tht l kh khn bm vo mt ngh bn c quyn hay mt tin ch hay mt s khc bit ca sn phm. V vy m nhiu nh marketing ngy nay chuyn sang vi nhng khi nim khc. Mt phn l v s xut hin ca qu nhiu sn phm mi. Cc sn phm mi ny khuy o tm tr ca ngi tiu dng vi nhng lun iu mu thun v nhng khc bit u tr. ("Lc ny ! Tartar t tin vi mi v tuyt vi ca kem bc h ti mt.") Mt phn no v hu ht u p tr li cc th lc cnh tranh hng u vi thuyt "ti cng th". Cc sn phm cnh tranh trc tip cng lc cng tng t vi nhau. Cng ngh cho php cc i th cnh tranh phn tch k v thay i hon ton dng v ca sn phm trc khi bn c c hi thit lp tnh khc bit, tnh c o ca bn. Mt phn no cng do tc pht trin. Hy ngh n nhng cng ty nh Intel chng hn pht trin kh nng lu tr d liu cng nh vn hnh vi mt t l khng ai c th ng trong tng nm mt. Hay l ngnh kinh doanh t lt tr em lun thay i, cng lc cng nh hn, gn hn mi su thng mt. Hu ht mi cng ty khng cn kp c thi gian ngh yn vi vng nguyt qu ca h. Khi bn buc phi sng cn bng cch phi lun i mi hu nh trong tng ngy mt, qu l kh khn c th c bit ho vi ch nhng s khc bit ca sn phm m thi.
C thc s l "Mi" ?
Vo nm 1987, theo cc s liu thng k th M c 14.254 sn phm mi ra i. V n nm 1998 th con s cc sn phm mi ra i l 25.181. iu c ngha l ring M vo nm c su mi chn sn phm mi c tung ra trong tng ngy mt. Nhng vi nhng sn phm mi ny, s lng khng ng ngha vi cht lng. Vi mt s lng nh vy nhng hu nh khng h c cht t ph k thut no ng ni chng, hu ht vn ch l nhng th g c v vn ang c. Michael Lasky, mt lut s chuyn v bn quyn Minneapolis, ngi quan st th trng nhng sn phm mi trong hn hai mi nm qua ni : "Hu ht cc sn phm mi u l nhi li, chng khng thc s l mt sng to, iu ct yu cn c ca mt bn quyn. V iu ny to thun li cho mt i th cnh tranh tung ra mt sn phm mi vi mi v ring, mt li kh kp hay mt ci g g ca ring h." C qu nhiu th c th l mt hnh dng ring, c bit cho sn phm ca bn.
C thc s c bo v ?
Nu bn quyn ca bn thc s l mt sng to t ph, bn s c bo v v chnh ng hay bn phi lun bao quanh sn phm ca bn vi nhng tiu tit mi km c chn ca cc i th ca bn. Hai i th ln ca th trng t lt tr em, Procter & Gamble v Kimberly -Clark thm ch phi tho thun ngng vic tranh kin li v trao i vi nhau cc bn quyn gy tranh ci. Cng nhau, h thao tng hn 70 % th trng t lt tr em trn ton nc M. V by gi h c th bp cc i th cnh tranh nh hn vi nhng mn bi thng vng gi, gii thot cho khch hng ca h khi mi lo ca vic r r, rch, thng ca cc t lt. Bn ngh sao ? Bn c cm thy may mn vo lc ny khng ? Bn c sn sng nho vo th trng hay cuc chin v nhng ch ngi ca cc em b khng ? Nu c, bn cng phi cn thn v sn sng i ph vi nhng trn ma kin tng m nhng a tr khng l ny s xung u ca bn. Nhng cng c mt iu ngc nhin ng hi lng y. Cc loi bo h bn quyn ny thc ra ch l mt ngoi tr ch khng thc l mt iu lut. Nht bo Wall Street nhn xt : "Xuyn sut trong cuc kinh doanh cc sn phm tiu dng, cc nh sn xut ca cc thng hiu nh thng o qua, o li, trt st n ln mc php l cui cng ca cc bn quyn m h c gng nhi li tng khng mc vo ti n cp bn quyn." Nhng sn phm ny ch l nhng sn phm tng t m thi. Lm sao h c th lm c iu ny. Nhng cng ngh my tnh mi y sc mnh cho h kh nng r ri ra mt tng, tng ly tng ly mt v ri rp li mt cch khc hn.
khi Wash & Comb c tung ra th trng quc gia n lnh nhn ly tht bi. iu tng t cng xy ra khi Hunt Wesson, ch nhn ca cng ty bp rang Orville Redenbacher, vo cuc nghin cu mt thng hiu mi tn l bp rang dn Cracker Jack. u tin h mua sch mi k hng ca bp rang dn Jack, thm ch cn mua s kho hng Grand Union. Mt ngi iu hnh ca siu th bnh lun rng hu nh ch c mi mnh h l khch mua duy nht ca thng hiu trn. Chng ta khng cn ngc nhin khi bp rang dn Jack c tung ra th trng quc gia v lnh ly kt qu ti t. Hunt Wesson khng cn mua chng na.
Khng phi l bt kh
Chng ti khng mun ni l vic khc bit ho sn phm l bt kh, chng ti ch mun ni l qu l kh c bit ho mt sn phm. C mi vi nm Gillette li ti sng to li cch co mt. u tin l vi loi hai li, ri hai li t iu chnh, ri hai li c bo v v lc ny l ba li (Mach 3). Trn b ni th r rng Mach 3 ch l mt loi sn phm mi. Nhng ngm ngm l c mt qu trnh lm vic tot m hi, si mu mt v mt nim am m ca mt cng ty phi thng xuyn loi b nhng g cn va mi l loi bn chy nht. Sn phm Mach 3 tiu tn 750 triu la trc khi c th ra mt vi ngi tiu dng. H phi ng k ba mi lm bn quyn chung quanh sn phm no l "li dao trn cng mt mt phng", li khng "ch st", im "cn bng v pha trc" v.v (Nghe c nh l chi tit ca mt chic Ferrari) Kt qu ca nhng n lc sng to ny l mt th phn vng vng trong th trng dao co mt ton cu. chnh l s khc bit.
Ci tin, nng cp v ti to
Cng cng ty, cng k thut, sn phm khc. Bn chi nh rng Oral-B khng h gii thiu mt loi bn chi no mi trong sut hai mi by nm cho n khi Gillette lm iu . Gillette thnh lp mt i ng vi 150 ngi nghin cu loi cn co mt c th thay li. Kt qu hot ng ca i ng ny l mt sui nhng sn phm mi bao gm c mt loi ch thu mi bng si c quyn v loi bn chi nh rng tin tin hng u. Nu bn ang ngh n nhng im c th ca sn phm c bit ho, bn nn khn ngoan hc tp kiu thc hot ng ca Gillette. Ci tin, nng cp v ti to. Ni cch khc, hy i nhng bc ln hay l ng ngh g n vic tin bc c. iu vn thng xy ra l hu nh cc cng ty khng quan tm my n nhng g l khc bit ca h. Volvo tng l nh tin phong trong khi nim xe hi an ton v nhn mnh vo im ny nh l s khc bit ca h. H gii thiu mt s tng an ton nh cu trc tng b phn ring, ti kh ca hng v n bo tc . Nhng trong nhng nm gn y h b b li pha sau trong khi nim an ton bi cc loi xe vn hnh bng bnh trc hay hai cu. Ngy nay trong khi ngi Nht ang bt u ni v nhng thit b in t an ton th Volvo li nhm vo nhng loi xe mui trn th thao hay hai ch ngi khng mang li cm gic an ton mt cht no. H khng cn ch tm n iu lm cho h l khc bit.
quanh sn phm. Nhng trc ht chng ta cn phi cnh gic vi mt vi iu. C nhng tng thong nhn qua rt hp dn nhng chng him khi c th to thnh s khc bit cho bn.
CHNG 4
NH HNG VO KHCH HNG HAY CHT LNG HIM KHI L NHNG TNG KHC BIT HO
Nu bn sinh sng v lm vic New Jersey, bn s phi la chn mt trong hng trm ngn hng cho tin bc ca bn. Nhng siu ngn hng nh Chase, nhng ngn hng trung bnh nh Commerce hay nhng ngn hng cng ng Qu tit kim Columbia. Khch hng lm cch no c th chn ng ni m h cn gn gi nhng ng tin ca h. Trong cuc chin ny, qua i pht thanh, chng ta nghe thy ging ni ca Bob Cox -tng gim c ca Summit Bank, mt ngn hng tr gi 20 t la. Chng ti lun tm kim nhng phng cch tt hn phc v bn. Khng mt khch hng no li l nh i vi chng ti. Khng mt nhn vin no l qu ln. Chng ti lun c gng t n nhng g hn na. Xin li, nhng tha ng Bob, nhng tng kiu ny khng mang li s khc bit trong th gii cnh tranh. Cc i th ca ng cng c nhng cun sch ging nh ng c v cng i cng mt ng ging nh ng i. i vi nhng khch hng ca Summit Bank, dch v v cht lng hp l l nhng iu nm trong d kin ca h. khng phi l nhng g quyt nh. Ni cch khc, cht lng l iu phi c trong nhng ngy ny, khng phi l mt khc bit. Hiu v yu mn khch hng cng l iu tt yu, khng phi l mt khc bit.
Nhng dm bay
Vo nm 1983, American Airlines gii thiu ci khch hng chng trnh Thnh qu A ca h. Lc h cho rng vic nhn thng t cc dm bay v hng hng khng ca h s em li :
1. Tng trng lng trung thnh i vi thng hiu. 2. Ginh ly khch hng t nhng i th ca h. 3. C bit ho American khi United v nhng hng hng khng khc.& Chng trnh Thnh qu A c th khoe khoang vi 29 triu thnh vin trn khp th gii vo lc . Nhng iu m cc nh qun l khng theo kp l s p tr ca cc i th vi cng mt loi hnh. v h cng hng th hu b chng trnh cng b. Ngy nay, mi hng hng khng u c chng trnh ghi nhn cc dm bay ca ring h. Aloha Airlines vichng trnh Aloha, Thai Airwways vi chng trnh Vng Lan v.v Cc hng hng khng d kin nhng vic ny l bn v ch khng phi l cho khng nhng v hng khng ca h. Bt hnh htya, cc chng trnh bay thng xuyn c d kin l mt m vng ca dch v khch hng li em n nhng tc ng khng mong mun : Gim bt nhu cu mua mt s tuyn bay. Gim thiu s lng v mt s tuyn du lch thng dng. (nh Hawaii) Lm phin lng nhng khch hng khng th ghi nhn s dm bay ca h.& Leonard Berry, gio vin v marketing v gim c chng trnh nghin cu bn l ca i hc Texas A&M, gng go kt lun v vic ny : "iu m h khng tnh n l khc bit ho nhng tuyn bay ti tr cho nhng khch hng bay thng xuyn s nh hng n gi thnh v li nhun. Khi nim khch du hnh thng xuyn da trn li ch ca nhng khch hng bay nhiu l mt khi nim qu d bt chc."
Thn thoi
Vic c ghi nhn cao ti cc c quan o lng cht lng hay thm ch ginh c gii thng v cht lng t nhng s o lng ny cng khng bo m cho bn s thnh cng. Nhng ngi ginh c cc gii thng loi ny vn phi chng kin nhng gi tr c phiu ca h bp bnh, pht trin sn phm chm tr v tn hng ng tin vo nhng cng cuc kinh doanh mi. Thn thoi marketing ca nhng nm 90 l y, "phc v khch hng" l tn cu tr chi mi ny. C rt nhiu nhng nh marketing vn ang sng trong th gii ca mng tng. H tin tng vo mt gic m v mt th trng trinh nguyn. l mt nim tin v vic marketing ch l mt cuc chi tay i bao gm ch c cng ty ca h v ngi tiu dng. Trong gic m ny, mt cng ty pht trin mt sn phm hay mt dch v c thit k ra hp dn cc nhu cu ca ngi tiu dng v ri s dng marketing gt hi nhng thnh qu t . Nhng khn thay, y hon ton khng c nhng th trng c coi l trinh nguyn. C mt thc t marketing l, mt th trng hm cha nhng ngi tiu dng c nm gi mt cch mnh m hay yu km ang c nm gi bi v s i th trc tip cng nh gin tip. V vy, mt chin dch marketing phi bao gm c vic gn gi ly khch hng cng nh phi cng lc li ko khch hng ca cc i th cnh tranh ca bn. l vic m ch c s khc bit mi c th lm cho bn. Khng phi ch l vic hiu bit v khch hng. l v vic lm sao khch hng bit v bn.
Nhng, khng c ti hai mi phn trm lm nh ni.& Tt c nhng con ngi ng yu c gi l khch hng ny m bn bn rn yu chiu, h c th phn bi bn bt c lc no cho d bn c gng n bao nhiu. Hay xxem th nhng g xy ra cho Nordstrom, ng vua ca ngnh dch v. Vo ngy 19 thng t, 1999, mt mc bo trn t Business Week vi ta "Dch v tuyt vi cha phi l ". Mc bo ni v nhng g l mi lc tut dc, li nhun ng bun hay l c phn mt gi. Mc bo cho l kt qu t vic m rng qu ng ca Nordstrom. Nhng ng William E. Nordstrom li cho rng : "Chng ti khng theo kp vi nhng nhu cu i thay ca khch hng." ng Bill , ng b phn bi.
Trong mt tuyn tp cc tham lun c n hnh gn y ca ng mang tn "V s Cnh tranh", Michael Porter cui cng t cht lng v nim am m khch hng tr li ng v tr ca chng. ng ta lm iu bng cch vch ra mt ng phn bit gia hiu qu hot ng v v th chin lc. Hiu qu hot ng ch c ngha n gin l trnh din cng mt hot ng tt hn l i th ca mnh trnh din. iu ny c th l mt ngun ca nhng thnh qu cnh tranh ngn hn, nhng trong cuc ua ng di n l hon ton v ngha. Khi cc cng ty ua tranh vi nhau t khng nh, Porter nhn xt, h li cng tr thnh ging vi nhau hn. Thay v vy, ng ni, cc cng ty cn phi v th ho chnh h li mt cch khc bit hn vi c i th. iu ny c ngha l tm ra mt im khc bit c o v y ngha trong ngnh ngh ca h. "Hiu qu hot ng c ngha l cc bn chy trong cng mt cuc ua nhanh hn, nhng v th chin lc c ngha l bn chn vic chy trong mt cuc ua khc bt v l mt cuc ua m bn chn d t mnh chin thng" Gio s Porter nhn thy vn .
iu c th xy ra
Ngay t u ca chng ny, chng ta ni rng vic nh hng vo khch hng v cht lng him khi l mt cch t l khc bit. Midwest Express Airlines l mt trong nhng trng hp him hoi . H l mt hng hng khng khu vc cc k thnh cng thc s to c vic nh hng vo khch hng v dch v l s khc bit ca h. H c c ph min ph v bo ch cc loi phi trng. Tht nng v tm cho ba ti. Ngi thc hin dch v thn mt. Ch ngi lun thoi mi.V trn tt c, tt c nhng iu trn ch yu l dnh cho nhng ch ngi bnh dn. H ch trng vo nhng ngi i li thng xuyn theo on th l chnh.
iu n ra sao
Ch yu l v li nhun, cc hng hng khng ln ngy nay ch lo lng phc v cho nhng ch ngi hng nht l chnh. Chnh v c th phc v tt hn na cho nhm thiu s ny, ngnh cng nghip hng khng c gng li ko nhng hnh khch cc hng khc bng mi cch v lm cho nhng ch ngi trn chuyn bay ca h tr thnh cht chi, bt tin. Bt k nhng iu ny, h vn nng chi ph ca nhng ch ngi cn bn ny ln n ht mc c th. Tt c nhng cch tnh ton trn lm phin lng cho gii hnh khch bnh dn, v kt qu l nhng ngi ny bng t ng ri vo ci by tnh ca Midwest vi nhng chuyn bay trc tip ca h. Vy bi hc v dch v nh l mt yu t khc bit trong cu chuyn ny l : Qu tht bn c th p dng chin lc ny. Nhng ch khi m cc i th ca bn kh kho yn cho bn thc hin iu ny.
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mng, cuc cch mng ri cng tn li i v tr thnh sai lm cng vi nm thng. Nhng n lc ca Bill Bernbach cng nh ca Rosser Reeves thc ra khng h tch bit. Ch c phong cch ca h l khc nhau. Bernbach tm ra nhng tng bn hng mnh m v ri n gi trnh by chng bng mt ngn ng i thng v khng lm cho sn phm tr thnh qu xa l. ng ch n gin gii thiu thm tnh thc t vo qung co.
Cm xc v chn la
c th rch ri, ng ng v cuc tranh lun ny, chng cn n vi th gii ca phn tm hc xc nh xem cm xc v l tr c hnh dung ra sao trong kh nng chn la ca chng ta. Qu l phc tp c th tr li cu hi ti sao con ngi li l loi sinh vt xc cm nht trong mi loi sinh vt trn tri t ny. Richard v Bernice Lazarus, hai ging vin v phn tm hc ti i hc California ni n v s thn thoi v cm xc trong cun sch mang tn "am m v l tr" ca hai ngi. Cun sch ni rng cm xc l phi l tr v khng da vo suy ngh cng nh l lun. Quan im ca h l : Cm xc v thng minh ng hnh vi nhau. (Qu cho b Shelly Lazarus) H cn ni n mt im quan trng khc na l cm xc lun da chc vo l tr. Quan im ca h l cm xc pht xut t mt s nh gi mang ngha c nhn. Khng c ngha, khng c s nh gi -khng c cm xc. iu ny c ngha l nu mt qung co ch trnh by c cm xc m b qua mt l do mua, cm xc khng ch l lng ph tin qung co. N thiu s nh gi trong qung co . (Qu cho Joe Greene) Mt nh tm l khc, tin s Carol Moog, ni r : "Hnh vi cm xc n thun, ni chung ch xy ra vi nhng tr nh hay nhng ngi ln m nhn thc b h hng. Nhng thuc tnh c suy xt mt cch l tnh hay c nh gi mt cch thc t, d mc no, cng gp phn trong mi chn la, mi im ca s khc bit bt k n nhng th nh cm xc, lng trung thnh hay nhng thc th kch ng ca sn phm." Ni cch khc chng ta cn phi m n cho con ngi mt l do mua sn phm ca chng ta.
u c ca chng ta b gii hn mc bao nhiu thng tin m n c th thu nhn v lu tr. (s ni n nhiu hn v vic ny chng 9) Mt cch vt qua ci gii hn t nhin trong vic thu nhn v lu tr thng tin mi ny ca tr c l lm vic ct lc gii thiu thng ip ca bn nh mt th g mi v quan trng. C qu nhiu qung co c gng l trnh din, l khn ngoan. Trong khi n lc t c nhng iu ny h li thng b qua ci yu t mi trong ct truyn qung co ca h. Nhng nghin cu thm d ca Starch c th dn chng rng cc cu ch c cha ng yu t mi u hp dn ngi c tt hn l nhng cu ch thiu yu t . Bt hnh thay, hu ht nhng ngi sng to u nhn hng suy ngh ny nh nhng th g c k. Nu thin h ngh rng bn c mt thng ip quan trng truyn t, h s m lng, m tr ra v kin nhn m lng nghe nhng g m bn ni. Trong nhng chng ti, chng ti s v ra nhiu cch thc khc nhau m bn c th dng khc bit ho sn phm ca bn hay cng ty ca bn.. Trong mi mt trng hp, phng thc c gii thiu trnh by nhng yu t mi trong mt sn phm. Cho d n c gii thiu mt thuc tnh, mt thut lnh o, mt iu tha hng, mt iu c a chung hay mt hnh thc tip cn n lc v tht no khc th tt c cng gii thiu nhng thng tin quan trng s h tr bn trong vic gii quyt vn ca s chn la. Ci by y l khng nn chn vi nhng thng tin ny trong ci m ngi ta cho l tnh sng to.
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Trng hp ca nhng c c rt r hn
h tr cho kin ca Porter, xin k cho cc bn nghe v trng hp ca mt cng ty ang thnh lp vi mt h thng ng gi c bit cho cc c c rt nh. Chnh nh h thng ng gi ny m h c th c c gi thnh thp hn nhiu v c th cnh tranh ginh th phn vi hai cng ty cung cp ln c sn trn th trng. c dc ch ng trn cc k hng, h khng thm nhp th trng vi cc c c rt cht lng hn m vi gi c r hn. Vic ny buc hai cng ty ln kia phi h gi theo v iu ny ch thc y cng ty mi n h gi thp hn na. Mt ln na, hai cng ty ln kia li tip tc h gi. Khi mt thnh vin t ra cu hi, iu g s xy ra vi chin lc cnh tranh gi kiu ny. Ban qun tr d on rng hai cng ty ln kia s khng th tip tc h gi v iu l bt hp l, h s l v cng ngh ng gi c l ca h. Thnh vin ny gi cho chng ti v hi v d on ny. Chng ti cho ng ta bit vic h gi tip tc cnh tranh i vi hai cng ty ln kia l hon ton hp l. Ti sao hai cng ty ln ang chim lnh th trng li c th yn cho mt cng ty mi nhng thun li ginh ly th phn ? Vo ln hp tip theo, hi ng qun tr ca cng ty mi ny ng lng bn li cng ngh ng gi mi cho mt trong hai cng ty ln kia vi mt s li ng hi lng. Mi ngi trong cuc u hi lng v mt ln na, mt chin lc cnh tranh gi li chng t s khng hiu qu ca n.
Xy dng mt li th gi
Chng ti khng ni l xem mt chin lc gi nh mt yu t khc bit ho l khng th, n ch kh m thi. Hng hng khng Southwest tng s dng gi thp lm mt yu t khc bit ho. Nhng h lm iu ny bng cch, nh li ca iu hnh trng Herb Kelleher "l khc bit". Bng cch ch s dng mt loi my bay duy nht h gim c chi ph hun luyn v bo dng. Bng cch khng cung cp cc loi gh ngi tin tin, h loi b c chi ph cho h thng d phng t gi. Khng phc v ba n, h loi b c chi ph v thi gian. Dng cc sn bay nh v r tin hn thay v cc sn bay khng l t gi, h ct gim c chi ph. Bng cch l khc bit, Southwest to thnh mt h thng gi r nht trn tng dm bay hn bt c mt hng hng khng no khc. trnh khng b coi l nhng chic xe bay, h lm vic ht mnh lm cho cc chuyn bay ca h vui th hn. (Din nhng mn hi kch ng trong chuyn bay.) Southwest t khc bit ho nh mt hng hng khng gi r. V h tr thnh ln khng th b loi b khi cuc chi bi cc hng hng khng ln hn. Nhiu hng hng khng khc lm theo cch ca Southwest, v phn ln tht bi.
nh mi gii c gim gi nu bn ch nhn h trn cc qung co nhng cng lc h li cng ging vi Merrill Lynch (nh mi gii dch v trn gi hng u) cn hn l chnh Merrill Lynch na. Thc t t Dell v Charles Schwab cho thy, bn c th bt u bng gi nhng nu khng c mt li th trong cung cch hot ng bn s khng th t c ch ng cn c. Bn phi lun chuyn ng i ln trong tng bc kinh doanh mt.
i vng qua gi
Nhng ngi dn u th trng lun b tn cng bng gi. iu ny xy ra nh mt quy lut t nhin. Vy bn phi lm g ? Bn c th no thch ng vi tt c nhng hot ng c tin hnh chng li bn ? C nhng phng cch i vng qua mt cuc tn cng gi c. 1. C ci g c bit. Ngi dn u th trng c th n vi cc khch hng ln ca mnh vi mt cung cp c bit. Nike cung cp cho Foot Locker i giy chy Tuned Air gi 130 m h c bit lm dnh cho nhng nh bn l ln. Mi chuyn hon ton tt p. Foot Locker t hanhgf hn mt triu i v d kin s bn ra vi tng doanh thu hai trm triu la. Tng t nh h lm c vi i giy Air Jordan. 2. To ra s ln ln. Trong mt vi ngnh cng nghip, vic nh gi l ht sc phc tp. Nh trong trng hp t l gi cc in thoi. Vi nm trc y, MCI tung ra chng trnh gim gi Bn hu & Gia nh. Chng trnh ny gim gi cho mi cuc in thoi ca bn n vi mt s thn hu v gia nh cng nh ngc li. Tt c nhng g bn phi lm ch l ng k tn v s in thoi ca nhng ngi vo danh sch. Trong mt thi gian, AT&T khng lm g i ph vi chng trnh gim gi ny. Nhng dn d ri th phn ca MCI tng trng mt cch ng lo ngi. AT&T bt buc phi thot ra khi gic ng ca mnh v tung ra "bi ton MCI". Chng trnh qung co gy hn ny cho thy t l gim gi 20% ca MCI qua mt vi tnh ton khc na ch cn li thc s l 6% v tnh n tng xu mt trn mi cuc in thoi. Trong khi cuc tranh ci n ra, tt c nhng g thc s xy ra l th trng bt u ln ln gia nhng g thc s c gim gi v nhng g thc s khng. Nhng chng trnh gim gi khc ca Sprint v cc nh cung cp in thoi mi khc cng lm tng thm s h nghi v ln ln ny. Ai s thng trong khi th trng b m m nh vy ? Bn c th on c kt qu : ngi dn u. Ngi ta s hnh dung trong u, "Ti sao phi phin phc ? Hy c yn vi AT&T." 3. Gy ra tranh lun. Mt chin lc tt khc trong cuc chin gi c l gii thiu mt khi nim v tng chi ph so vi chi ph ban u. Trong mt s chng loi hng ho, chi ph pht sinh thm sau khi mua mt sn phm l c tht. Nu sn phm ca bn c th c s dng bn b sau khi mua, bn c th to ra mt cuc tranh lun v gi tr lu di. Bin tu chnh ca cuc i chi ny chnh l tnh lu di. L mt sn phm t gi, nh l Mercedes chng hn, c th c mt gi bn cao nhng dng c lu bn hn nhng loi xe bnh thng khc. y l mt chin lc tt gip ngi tiu dng thot khi nhng c sc v gi. Chin lc tng t c th p dng bn nhng loi ging ng t tin nh Duxiana c gi n 3.000 hay hn na. tng chnh l, bn dng n ging nhiu hn l chic xe t tin ca bn. Trn thc t chng ta dng n 40% thi gian sng ca chng ta trn ging ng. Vy ti sao li tn tin vi vic ny ?
Khng c nhng tc ng di hn
Cc hot ng h tr dng nh khng li cht ghi nhn no. ("Thng hiu no c cuc gim gi 20% cch y 6 thng ?") Ngi tiu dng dng nh chp nhn rng gi c i lc c ct gim (ngay c i vi mt chic BMW hay mt ch ngi ngoi hng trn my bay). Cc cuc hot ng h tr ln by gi vn xy ra ngay c khi ban iu hnh tm mi cch chn li vic bn gim gi t cc ngi bn hng ca h. ( l cch duy nht chng ti c th c nh c gi bn, tha qu ng.) T thn cc ban iu hnh marketing ngy nay cng ct gim gi v ngay c cn t ho v vic ny. D sao th cc cuc hot ng h tr cng ch n kt qu thua l, vy m cng lc li cng c nhiu thm cc hot ng ny. Cuc hot ng h tr cng ln, thua l cng ln. Vy ti sao li c qu nhiu ngi b tin vo cc hot ng ny ? Cc nh iu hnh cao cp vn mun ct gim chi ph ca cc hot ng h tr ny nhng h thng khng bit phi lm sao. Ngoi tr khi c mt nh iu hnh v danh dm ni, "Tt c nhng g cn thit l phi can trng."
Nhng hp dn ca cc hot ng h tr
Chc chn l c mt s vic m cc hot ng h tr ngn hn hon ton c th hon tt. Sau y l danh sch ca mt s thnh qu thng thng vn c bit n : Dn sch kho ( cho sn phm i). H tr mc tiu mi lc ( gi thnh). Chn ng vic mt khng gian by hng (cho n khi c hot ng mi). Ginh thm khng gian by hng (ngn hn). Tho mn mc tiu thng mi (ngn hn). theo kp s cnh tranh (h va mi lm tun ri). C mt ci g lm (thay v phi tm n hng qung co).
David Ogilvy vi gi
David Ogilvy, mt huyn thoi bn cnh nhng ngi tng t nh Rosser Reeves hay Bill Bernbach, c mt vi li ni v vic tho thun v
gi c. Nhng li ni l hon ton ng nhc li : Bt c mt tay khng no cng c th tho hip, nhng cn phi l mt thin ti, vi lng trung thc v kin tr mi c th to nn mt thng hiu. Nhng tng thng ti chnh khng n t nhng ng tin ginh c t th phn m n t cch m h lm. Khi Philip Morris mua General Foods vi gi nm t la l h mua nhng thng hiu ch khng phi nhng th phn. Trc y c mt thng hiu c ph ni ting tn l Chase & Sandborn. Ri h bt u tho hip. H tr thnh nghin vi vic bn hng gim gi. V ngy hm nay Chase & Sandborn u ri ? cht hn hon ton. Nhng doanh nghip dng qung co xy dng mt hnh nh ha hn, mt tnh cch mnh v r cho thng hiu ca h, l nhng ngi s ginh c phn chia ln nht ca th trng vi li nhun tt nht. n lc phi ging ln mt hi chung bo ng cnh bo v nhng g s xy ra cho mt thng hiu mt khi h tiu ph qu nhiu vo vic tho hip vi th trng n mc khng cn g dnh cho qung co. Cc cuc tho hip vi th trng khng dng xy c kiu hnh nh khng th tn ph, iu duy nht c th lm cho thng hiu tr thnh mt phn ca sn phm trong i sng ngi M. (Tho hip vi th trng = Hot ng h tr qung co v khuyn mi) Nh bn c th t nhn xt, David Ogilvy cng tin tng vo vic l khc bit.
Mt gi thp Siberia
iu ny c th gy sc cho bn, nhng Coke v Pepsi thc s b bm dp v mt cng ty nc ngt a phng tn Crazy Cola Krasnoyark, Nga. AC Nielsen, ch sn xut loi nc ngt ny ginh c 48% th phn ca cc loi nc Cola. L do y l gi. mt tim tp ho a phng, mt chai Coke hay Pepsi 2 lt bn ra gi tng ng vi 0.77 la M ; mt chai Crazy Cola 1,5 lt gi 0.39 la. Gi ca Coke v Pepsi l qu tm vi ca hu ht ngi tiu dng y. Vi nhng vn ny. Coke c d on ch sn xut 50% tng cng xut trong nm 1999, Pepsi b ra 218 triu la ti cu trc li h thng kinh doanh ca h Nga. Cu hi y l : C th no hng Cola ca Nga cn c th ng vng mt khi i sng kinh t a phng dc nng cao ? Theo mt bi bo ca Wall Street Nht bo, nim hy vng ca Coke v Pepsi l y. Victoria Pimenova, mt sinh vin hai mi lm tui va tt nghip ti y, ngi lun mt n cc thng hiu ca phng Ty v hy vng rng mt ngy no c li c th c kh nng chi ph cho chng. "Crazy Cola alf ng ch , l mt thng hiu ni a ca chng ti," c ni. "Nhng ch l loi nc ngt cho nhng ngi khng c bao nhiu tin. Coke v Pepsi thc s ngon hn."
Bn l hng th thao
Trong cc nh bn l ca ngnh cng nghip tr gi 46 t ny, bn ngi c coi l ln nht ang l l. Jumbo Sports (tng c bit l Sports &Recreation) ang trn con ng cht. Cng vy vi Feet ca Birmingham v Alabama, h ng ca h thng khng l 236 ca hng ca h c t chc li theo chng 3 ca lut Ph sn. Sports Authority nhn thy s st gim gi c phn ca h v ang n lc thot khi cnh ny. Vn l, trn b ni, nu bn sng vi gi bn s c th cht i vi gi - c bit l trong mt ngnh cng nghip, nh hng th thao, b qu ti vi cc nh bn l c trn mng ln nhiu hnh thc khc. Khng mt ai trong cc t chc ny l khc bit v cng khng c mt hng ho c th no l ca ring h. iu ny khin cho h ch c gi l chin lc duy nht ca h. Vaf iu ny khng c th i ph vi nhng ci tng t nh Wall-Mart hay K-Mart, nhng th chim lnh 35% mi lc ca hng th thao. Tht ng bun khi cn rt nhiu nhng v d tng t, nhng t chc khng cn c th tham d vi cuc chi lu di.
Sn phm cht lng cao nn c gi cao hn. Ngi ta thng d kin s tr tin cao hn cvho mt sn phm tt hn, nhng cht lng phi c nhn thy mt cch no . Mt hp bp rang Orville Redenbacher trong r rng n tng hn nhiu so vi mt lon bp r tin hn Jolly Time. Nhng n cng phi ha hn l mi hp bp trong u phi gin tan.
Nu ti tr nhiu tin hn cho mt ci o chong ngoi tri NorthFace, ti s chp nhn nu c mt ci nhn Gore Tex trn c ghi, "bo m gi cho bn kh ro". Ci ng h Rolex ca ti phi c nhn thy chc chn v t gi, nhng trung thc m ni th c nhiu loi ng h r tin hn
Sn phm t gi phi em n c danh ting. Nu ti b ra 5.000 mua mt ci ng h Rolex, ti mun cc bn ca ti v nhng ngi hng xm phi bit l ti ang eo mt ci Rolex. V nh vy h phi bit l ti ang thnh cng. Cng vy vi nhng loi xe t tin. Tuy ngi ta vn thng khng chp nhn iu ny, nhng l do d thin h mua mt chic xe 50.000 l gy n tng vi nhng ngi chung quanh h. l l do ti sao chic Cadillac Allante li l mt qu bom 50.000 . Cc hng xm ca ti c b n tng vi mt chic xe Cadillac ? Danh ting ca n l u ? Lm sao hng xm ca ti bit l ti mua mt chic xe 50.000 ? Gi bn cao ni g v sn phm ? N ni l sn phm ht sc ng gi. T thn gi cao l mt tin ch c k tha ca sn phm. (y l mt yu t kch hot s thnh cng ca nhiu sn phm cao cp -Xe Mercedes, ru vt ka Absolut v.v)
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Baby Superstore n vi mt tng thng li : bn mi th dng cho em b di mt mi nh. Nay Toys "R" Us to ra mt c nh loi b Babies "R" Us v nhng nh gim gi khc nh Target cng ang nhp cuc, tt c nhng th ny to nn mt p lc vo thu nhp ca Baby Superstore. CompUSA t ph vo mi lc ca cc ca hng cung cp dng vn phng v cc b phn vi tnh. Ngy nay nhng ca hng tng hp in t, ca hng tng hp vn phng phm, nh cung cp qua mail v s cnh tranh gi khin cho mc li nhun tr thnh qu mng manh. Sport Authority lm cho v s nhng ca hng cung cp th thao khu vc phi ng ca. Nhng ngy nay n v Kmart ny phi ng u vi v s nhng kh khn ang ln dy trong phn on th trng cn non tr ny, ni m v s cc i th ang c gng th nghim nhng cng thc mi ca h. Party City to ra nhng khu vc hi on trong cc ca hng a phng ca h c v nh khng hp thi. Nhng khi tng ny c hnh thnh cng c nhiu hnh thc y ht xut hin. Ngay nay nhng nh gim gi nh Wal-Mart ang cung cp cho nhng hi on vi gi thp hn v nhng ca hng tng hp khc nh Gardej Ridge, cng ty trang tr nh ca, m ra nhng khu vc hi on khng l trong cc ca hng ca h.& Ln ra sao l qu ln
Tht ma mai khi khi nim ging sn phm rng tng lm ra s khc bit cho nhiu loi ca hng th nay lai tr thnh mt cn c mng cho chnh nhng ca hng ny. Trc ht l vn qun l tng n v sn phm mt c chen y trong ci hp khng l c gi l ca hng ca h. Hy quan st mt ngi bn hng khn kh ca Home Depot ang c gng tm ra mt mn hng trong cc hp giy trong mt ng cc loi hp trn cao n hn 12 mt trn u ca anh ta. C cch lm c vic ny. My vi tnh cho bit mn hng nm ch , nhng tm ra c mn hng li l mt vn khc hn. Ri n vn nh hng gia cc nhm khch hng vi nhau. Trong khi mt khch hng mun tr gi v lc tung ln tm mt th g , iu ny li khin cho nhng khch hng khng c nh r rt cm thy kh chu v b coi thng. Thi gian ca khch hng cng tr thnh mt vn trong nhng ngy ny. H khng h mun phi tn thi gian qu bu sau gi lm hay cui tun ca ho cho vic chn la nhiu kh. Nhng khch hng ln tui hon ton ngi ngn vi vic phi tm ra mt ch u xe trong mt khu xe khng l v ri phi ko l nhng ti hng ba bn qua mt khong ng di tr lai ch u xe. Nhng bc ph huynh tr vi m nhc i theo khng c thi gian hnh dung ra nhng ni chn h cn n.
Home Depot nh
Mt trong nhng n lc ng ni n hp dn nhng khch hng b d ng vi vic l qu ln l lot ca hng th nghim tm mc nh ca Home Depot c gi l Villager's Hardware. Lm theo kiu nhng ca hng gia dng nh v nhng chui ca hng lp t trang thit b ti gia, loi ca hng nhm vo vic thu ht nhng khch hng khng mun phi chui vo nhng hang ng khng l ca cc ca hng Home Depot c c dch v lp t khng ng k. Vi din tch c ngn thc vung (ch bng mt phn ba din tch cc ca hng tng hp khc), cc ca hng Villager's Hardware vn cn l
qu ln so vi tm mc nhng giao dch nh hng ca chng. Nhng chc chn rng l mt th nghim l th c th ng mt cy inh cui vo c quan ti ca nhng ca hng gia dng c lp vi chng loi hng ho gii hn.
p lc mng
K t khi mi tay chi trn mng u c th nhanh chng thu thp tr thnh mt ging sn phm rng, im khc bit ny khng cn l chuyn bit na. Vy h phi nhm vo u khc bit ha ? Bn c th on c : gi. V nh chng ta bit qua chng 6, khng phi l mt con ng d dng khc bit ha. c bit l vi mt phng tin m khch hng ca bn c th nhanh chng so snh vi ch mt vi c nhn trn bn phm. (H khng cn phi tr li xe v tm n nhng ca hng khc.) Li nhun l eo hp. Ngay c vi nhng tay chi ln nht nh l Amazon cng phi chp nhn iu ny. N ax l v ang pht trin nh vy.
Ci g l thc s cn thit
Cng vi vic Web tr thnh mt ngun cung cp khng gii hn hng ha v dch v, ci m ngi ta thc s cn thit l vic hng dn v ci g v ni u mua. Mt lai ch nam Zargat cho tt c mi th, c th l mt trang web bao gm mi kin ca khch hng v im qua bt c mt th g m bn c th mua. T mt cu hi c t ra, lm sao trang web c th lm ra tin v c t chc ? Cc nh hng l mt chuyn khc hn vi vic hnh qun trn mng. Tt c nhng thng tin trn tht kh m tiu ha.
Mt bi hc quan trng
Ci m vic bn l v th gii web trnh by l mt thc t rng mi s khc bit u khng c to ra mt cch cn bng. Ging sn phm rng khng c mt cht g gn gi vi yu t l khc bit hay nhng th nh thut lnh o, s u i hay s c bit ca sn phm. K do khin cho n khng th l khc bit chnh v n qu d b nhi li bi mt i th. V iu ny ch cn li cho bn ch c gi ch khng cn bao nhiu ch cho nhng th thut chuyn bit. l l do ti sao chng ti, khi lm vic vi khch hng, thng c p dng khi nim bc m cho yu t khc bit vi i sng di hn. Nh trong trng hp ca mt ngi bn l New England.
CHNG 8
Sc mnh ca thc t
Qua t in chng ta s thy mt l l thc t c xc nh l mt ci g vng chc, bt buc, thuyt phc, khng thay i v r rng. N cho thy k nng trong suy ngh v l lun. khng c v l mt l l m bn mun c h tr ci m bn ang c gng bn sao ? Tt hn l bn nn tin vo n. Bn tng chm mt vi bao nhiu l l thc t trong th gii marketing ? Rt him. S thiu thc t ny nm sn trong hu ht cc chng trnh marketing tht bi. V tri li, nu bn c th thy c mt thc t ca mt l l, bn s c c may l ngi chin thng. Nu Avis ch l ngi s hai trong vic cho mn xe, v n hnh dung rng n phi lm vic n lc hn v l do ny, l thc t ch khng phi l sng to. Nu IBM bao gm mi mt ca vic tnh ton, vy l thc t khi h c th hp nht mi thnh phn tt hn l cc nh sn xut khc. Tnh ton hp nht l ci lm nn s khc bit cho h.
Mnh li ca vic ny l tm ra s khc bit v ri dng n to thnh mt tin ch cho khch hng ca bn.
Bc 3 : C nng lc
to dng mt l l thc t cho s khc bit ca bn, bn phi c c nng lc h tr cho tng khc bit ha ca bn lm cho n thnh hin thc v ng tin tng. trn chng ta nhc n trng hp ca IBM, tm mc ca h chnh l nng lc chnh cho vic "tnh ton hp nht". Nu bn c mt s khc bit trong sn phm, bn phi c kh nng chng t c s khc bit ny. Lun chng s chng t nng lc ca bn. Nu bn c nhng chng c chng t s khc bit, bn s c th so snh trc tip vi cc i th trc tip. T cho l khc bit m khng c chng c thuyt phc ch l s t cho l. V d, mt chic Cadillac thn rng phi thc s l rng hn cc loi xe khc. British Air l "hng hng khng c a chung trn th gii" phi c lng hnh hnh khch hn hn mi hng hng khng khc. CocaCola l mt "ci tht" phi l ngi pht minh ra nc cola. Bn khng th khc bit ha ch bng li v khi thuc. Ngi tiu dng l nhng k lun h nghi. H s ngh, "ng , tha ngi qung co ? Chng t n i !" Bn phi c kh nng tr cho l l ca bn. Tuy rng bn khng phi ang trong mt phin ta nhng bn phi c kh nng minh chng vi mi thc mc mt khi bn phi i u trn cc phng tin truyn thng. Bn ang trong mt phin ta v nh kin ca cng chng.
i li v ngun lc
C mt tng khc bit ha tt khng l cha . Bn phi c ngun lc to dng nhng chng trnh qung b v cng b s khc bit ny trong chn th trng. Ngay c mt tng tt nht cng khng th i n u nu khng c tin a n ra vi nh sng. Cc nh pht minh, ch doanh nghip, chn lc tng hu nh u ngh l tt c nhng tng tt ca h phi cn n mt h tr t cng vic marketing chuyn nghip. Khng c g c th xa ri khi s tht. Marketing l mt cuc chi trong tm tr ca cc i tng tim nng. Bn cn phi c tin c th thm nhp vo u c ca nhng i tng ny. V bn cng cn phi cn tin c th li trong tm tr ca h mt khi bn vo c n . Bn s tin xa hn vi mt tng di kh v mt triu hn l vi ch mt tng tuyt vi tr tri.
Qung co l t
Mt s ch hng nhn qung co nh l mt gii php thm nhp vo tm tr ca cc i tng tim nng. Qung co khng phi l khng t . N tn ph 9.000 la cho mt pht chin trn trong th chin th hai. V 22.000 la cho mt pht ca cuc chin Vit Nam. Nhng l 2 triu la cho mt pht qung co trn truyn hnh gii Super Bowl. Steve Jobs v Steve Wozniak c mt tng ln. Nhng chnh 91.000 la ca Mike Markkula a Apple Computer ln bn th gii vi tnh. (Vi nhng ng tin ny, Markkula c c mt phn ba c phn ca Apple. Cng sc ng ca ng ta l mt na.) Nhng tng khng c tin ch l nhng tng v gi tr. ng nhin khng hon ton l nh vy. Nhng bn cn phi dng tng ca bn tm ra tin ch khng phi s h tr marketing. Marketing ch n sau , sau khi c tin. Mt s ch hng nhn cng lun nh mt cch khng t thm nhp vo tm tr ca cc i tng tim nng. H nhn cng lun nh l mt cch "qung co min ph". Cng lun khng phi l min ph. y c mt iu lut c bn : 5-10-20. Mt cng ty quan h cng chng (PR) nh s yu cu 5.000 la mt thng qung co cho sn phm ca bn. Mt cng ty trung bnh s i bn 10.000 . V mt cng ty c ln s buc bn phi tr cho h 20.000 mi thng. Mt s ch hng khc li xem nhng nh u t nh gii php cho vn tin ca h. Nhng ch c mt s phn trm rt nh nhoi l tm c
ngun ti chnh cn thit theo cch ny. Hy nh l, mt tng khng c tin h tr l hon ton khng ng gi. Hy sn sng b ra kh nhiu c c ngun ti lc ny.
H tr l giu c
Trong mi trng marketing, nhng ngi giu c thng ri s giu c hn na bi h c sn tin a cc tng ca h thm nhp vo tm tr ca ngi khc. Vn ca nhng ngi ny ch cn l phan bit ra gia nhng tng tt v tng t. Nhng cng ty nh P&G v Philips Morris chi hai t la hng nm cho qung co. GM l 1,5 t hng nm. Khong nh mt sn phm tiu dng, mt sn phm k thut hay kinh doanh khng cn phi chi ph qu nhiu cho marketing bi cc i tng tim nng ca h gii hn hn. Nhng d sao cng cn phi c mt ngn qu c th qung b sn phm theo nh yu cu.
Iron Computer ng gc
Hy xem qua mt cu chuyn bun v mt cng ty vi tnh vi mt tng khc bit thc s : My vi tnh cho cc mi trng khc nghit nh nh bp nng m. Khng mt ai tng lm ra nhng my vi tnh bn b chu ng c nhng mi trng khc nghit. V vy ngi n ng tn John Opincar vay mn 50.000 ca gia nh v bn hu thnh lp cng ty Vi tnh Thp. Nhng ng ta qu da vo tnh cng lun trn mng. Khng bao nhiu tin chui vo ti ca ng, ng khng c tin c th tin hnh nhng chng trnh marketing cn thit. Iron Computer nhanh chng i n ch ph sn vi mt tng khc bit tuyt vi. Tin lm cho th gii marketing pht trin. Nu bn mun thnh cng trong nhng ngy ny, bn cn phi c c nhng ng tin cn thit bi trn nhng bnh xe marketing.
CHNG 9
Tm tr khng th bt chc
Tuy tm tr vn cn l mt iu b n, chng ta vn bit chc c mt iu v n -n c th b tn cng. Hu ht cc x hi phng ty u tr thnh hon ton qu ti v truyn thng. S bng n ca cc hnh thc truyn thng loi v s gia tng qu ng ca mc truyn thng nh hng mt cch kch tnh n cch m ngi ta chp nhn hay b qua mt thng tin c trao cho h. Truyn thng qu ti thay i din mo ca cuc chi qung co v tc ng n thin h. Ci l qu ti trong nhng nm 70 th nay tr thnh qu trong nhng nm chuyn ca th k. Sau y l mt vi s liu thng k bn c th hnh dung c vn : S lng ca mi loi n phm c bit n tng gp i trong mi bn hay nm nm. Mt n bn cui tun ca t New Y ork Times cha ng nhiu thng tin hn l trung bnh mt i ngi Anh vo th k 17 thu nhn c. Hn 4.000 u sch cc loi c pht hnh trn khp th gii trong mt ngy. Trung bnh mt ngi lm vic vn phng M dng 70 kg giy trong mt nm -gp i lng tiu th ca mi nm trc.
Cuc oanh tc in t
Cn v mt in t trong x hi qu ti truyn thng ca chng ta th sao ? Mi ngy mng WWW ln thm vi hng triu trang in t tng thm cng thm vi hng trm triu ngi ang sn sng truy nhp vo mng. D bn du hnh n bt c ni no trn th gii, cc v tinh truyn tin chiu n tn nhng hang cng ng hp trn khp hnh tinh. Vo lc m mt a tr Anh c mi tm tui, cu ta hay c ta i mt vi 140.000 qung co truyn hnh cc loi. Thy in, trung bnh mt ngi nhn c 3.000 thng ip trong mt ngy. Ni ring v cc thng ip qung co, mi mt nc Chu u pht i 6.000.000 qung co truyn hnh trong mt nm. M, v mt in t ca vic truyn thng qu ti tip tc cuc tin cng khng chm lai ca n. Cc chuyn gia ni rng cc knh truyn hnh trong nc M pht trin t 150 ln n 500 knh. (Vo lc m bn tm ra c chng trnh m bn mun xem th n chm dt.) V ri cn cc my vi tnh c nhn na, ri siu xa l thng tin, tt c u ha hn truyn n tn nh cho bn mt lng thng tin khng th no tng tng ni qua cc c cp quang hc, CD-ROMs hay bt c mt th g c th khc. Tt c nhng iu ny c ngha l tng l khc bit ca bn phi n gin v c th nhn thy v c chuyn i qua ri li qua mi phng tin truyn thng. Nhng nh chnh tr th c gng tr li vi thng ip ca h. Cc nh marketing th phi c gng tr li vi s khc bit ha ca h.
Tm tr l gii hn
Nhng nhmarketing v tm tr ca nhng ngi m h c gng tc ng n thng l i chi vi nhau. Bt hnh thay, nhng l l ny c trnh by vi nhng tm tr thc s khng sn sng tip nhn nhng thng tin y ha quang . Nhn thc ca chng ta l c chn lc. V k c ca chng ta cn chn lc cao hn na. Chng ta c to thnh vi s gii hn vt l khng th c mi b kch thch vi mt s lng khng ngng ngh. iu ny c ngha l trong mt th h b trn ngp, s khc bit ca bn khng s l khng , ngoi tr khi l mt khc bit ng ch . Thng ip ca bn c th c thu nhn vo bao nhiu ty thuc vo ci g m bn bn , ph hp vi nhng thng tin c ghi nhn t ging sn phm c qung co.V d, mt qung co cho giy, dp c quan tm gp hai ln hn mt qung co cho gch lt sn, bt k thng hiu v nhng tin ch ca bn l g. Cng tng t nh vy, mt qung co nc hoa cng c ch gp hai ln mt qung co ni tht. y cng c ngay c nhng chng loi khng h c ch , ging sn phm m thin h khng th nh c mt thng hiu no ng ch . Hp ng n trang chng hn. Thng hiu hng u ca ging sn phm ny l Batesville. Nhng ch sau mt vi ging ch l bn qun mt n ri. Cc mc quan tm ny, hay nh kin, c ch sn trong tm tr ca ngi ta ngay t trc khi h cm t bo hay tp ch ln na. l l do ti sao m cc thng hiu hng u li c li th tinh thn to ln trc cc i th i sau. H c u tin vi nhng khc bit quan trng, ng ch . ==Tm tr ght s m m Loi ngi ph thuc nhiu vo vic hc tp hn bt c mt ging loi no tng hin hu. Hc tp l cch m ng vt v con ngi thu nhn thng tin mi. K c l cch m h lu tr nhng thng tin ny qua nm thng.K c khng ch l kh nng ghi nh mt s in thoi. Cn hn na, n l mt h thng nng ng c dng n trong mi lnh vc ca qu trnh suy ngh. Chng ta dng n k c nhn. Chng ta dng n n thu hiu ngn ng. Chng ta dng n tm ra nhng ng vng. Vy, nu k c l quan trng nh vy, ci g l b mt ca vic ghi nh ?
Khi c hi s kin n l no l h tr nht i vi vic pht trin thuyt tng i ca ng, Albert Einstein c tng thut li l tr li : "Hnh dung ra lm sao suy ngh v bi ton." Mt na trn chin l t n vi yu tnh ca vn . Ni mt cch tng qut iu ny c ngha l c c s hiu bit su xa v i th v ch ng ca h trong tm tr ca cc i tng tim nng ca bn. N khng phi l v nhng g m bn mun. N l v nhng g m i th s cho bn lm.
Tm tr l khng thay i
Tht kh m thay i c tm tr trong chn th trng. V d : Xerox t hng trm triu la thuyt phc thin h l my Xerox khng lm ra nhng bn sao l ng gi. Thin h khong mua my tnh ca Xerox nhng vn mua my sao y ca h. Gi c phiu ca Volkswagen rt xung hn 60 im khi h c gng thuyt phc th trng rng Volkswagen khng ch l mt chic xe nh, thun tin v kinh t nh l chic Beetle (con b). Khng bao nhiu ngi mua nhng chic xe to ln v nhanh ny ca h. H li tung con b tr li th trng v hng on ngi tip tc ko n mua chng. Coca-Cola mt c thanh th ln tin bc trong n lc thuyt phc th trng rng h c mt loi nc tt hn l "th tht" (the real thing). Khng boa nhiu ngi mua New Coke nhng loi Coca c in vn c mua nhiu nh c.
Mt khi th trng c mt nh kin v mt sn phm, khng th thay i c tm tr ny. Nh John Kenneth Galbraith tng ni, "i din vi vic la chn gia vic thay i mt nh kin v vic chng minh l khng ng phi lm th, hu nh mi ngi u bn bu vi nhng chng c."
Tm tr c th mt ch tm
Mt i s ch tm c th ni l tt c ca vic m rng nhn hng. V khng c mt ch no trong marketing li b lm bn n th. Cc cng ty nhn cc thng hiu t mt quan im kinh t. t c tnh hiu qu trong chi ph v s chp nhn trong thng mi, h thng mun chuyn mt thng hiu c quan tm cao hay mt thng hiu thay mt cho mt loi sn phm hay tng bng mt thng hiu khng c quan tm thay mt cho hai hoc nhiu loi sn phm hay tng.Hy nhn vo vic m rng nhn hng di quan im ca tm tr. Cng c nhiu bin th cho mt thng hiu, th tm tr cng mt i s ch tm ca n. Dn d ri mt thng hiu c khc bit ha tt nh Chevrolet s khng cn ngha g na c. Scott, thng hiu hng u v giy v sinh, m rng tn ca thng hiu thnh Scotties, Scotkins v Scott Towels. Tht mau chng, ch Scott trong vic mua sm khng cn ngha ng ca n na v Charmin ginh ly v tr hng u t . (Ni n nhiu hn trong chng 19.)
Mt vi thm d ng ch
Vi khong 70% sn phm mi c ra i di tn ca nhng thng hiu ang hin hu, bn s ngh l nhng cng ty ny phi c c nhng d kin h tr cho vic m rng nhn hng ca h. Nhng tic thay iu tri ngc li mi l ng. T Journal of Consumer Marketing ghi nhn mt thm d trn bnh din rng v nm th trng ln M v Anh. Cuc nghin cu thm d ny so snh th phn t c t nhng sn phm c pht hnh di tn ca mt thng hiu c sn vi th phn t c t nhng sn phm vi tn thng hiu mi. Th phn ny c o lng khi mt sn phm c tung ra th trng hai nm. Th phn ca nhng sn phm m rng nhn hng l thua km r rng so vi th phn ca nhng sn phm c pht hnh vi mt thng hiu mi. Havard Business Review n hnh mt nghin cu v vic m rng nhn hng. Nhng g h ghi nhn l vic m rng nhn hng lm suy yu hnh nh ca thng hiu v lm ri rm quan h thng mi. (Tai sao vic ny xy ra c ni n nhiu hn trong chng 19)
CHNG 10
Li kh l c trng
Mt l do na khin cho nhng ci sinh trc gi vng c v th dn u ca chng l tn ca chng thng l c trng cho loi sn phm . Xerox, loi my sao y dng giy thng u tin tr thnh tn ca my sao y trn giy thng. Ngi M, d rngf c th h ang ng trc mt my Ricoh hay Sharp hay Kodak vn ni, "lm sao ti lm c mt bn Xerox y ?" H vn yu cu mt t Kleenex cho d trn hp giy ghi r rng Scott. H phc v cho bn Coke trong khi thc s h ch c Pepsi. C bao nhiu ngi hi mua bng cellophane thay v bng Scotch ? Khng bao nhiu u, nu khng mun ni l khng h c.Hu ht mi ngi vn thng dng thng hiu ni v mt sn phm, mt khi thng hiu l c trng nh Band-Aid, Formica, Velcro v.v Nu bn l ngi tung ra mt thng hiu u tin trong mt chng loi sn phm mi, bn lun nn chn mt t c th hot ng nh kiu c trng cho n. (Cc lut s s ngh vi bn theo cch ngc li, nhng h hiu bit c bao nhiu v marketing.)
n nhng tin xu
Nhng tng ln u tin v mi c th khi ng rt chm chp v cn nhiu thi gian c chp nhn trn th trng : My quay phim 35 mm cn n mt thi gian di t lc xut hin vo thp nin 20 cho n s thnh cng ca ngi Nht vo thp nin 60 (40 nm). L vi ba c pht minh ra vo nm 1946, nhng mi cho n thp nin 70 n mi c th trng chp nhn (30 nm). Vido c gii thiu ln u tin vo nm 1956, nhng mi cho n thp nin 70 chng mi c chp nhn trong th trng gia dng (20 nm). My tr li in thoi t ng c dng n rt t trong nhng nm cui ca thp nin 50, chng ch bng n tiu th vo gia nhng nm 80 (25 nm).
Tr chi trn vido bt u t nm 1972 nhng ch thc s bng pht vi Nintendo vo nm 1985 (30 nm). Trc khi loi bia nh thc s c chp nhn trn th trng, nhng ngi tin phong ny phi b ra mt thp nin hnh dung ra phi lm sao v th ha n. tng y l, khi bn l u tin bn phi sa son sn sng tr li trong th trng v khng cho mt th g i sau ginh mt tng ca bn.
Vn cn nhng tin xu
L u tin, cho d bn c tr li trn th trng lu di cng khng bo m s thnh cng cho bn. Hy xt qua nhng cu truyn ca nhng k theo ui ginh mt ch ng ca nhng ngi tin phong : Leica l ngi dn u trong th trng v cng ngh my quay 35 mm cho n khi ngi Nht bt chc theo cng ngh ca ngi c, ci tin n v h gi thnh. Ngi tin phong tht bi trong vic chng c v phi chp nhn vi v tr thp b hn. Reynolds v Eversharp l nhng ngi tin phong v bt bi vo nhng nm 40. Bic thm nhp th trng vi loi vit bi r v c th thay mc. Nhng ngi tin phong khng ng c ni. Digital Research pht trin u tin h thng iu hnh CP/M cho my vi tnh c nhn. H tng l tiu chun nhng khng lm g tip theo nng cp h thng iu hnh cho my tnh c nhn IBM ca h. Microsoft mua mt h thng nhi li c nng cp v tr thnh tiu chun mi ca th trng. Tip n l Windows va tt c nhng g sau ch cn l lch s. Diners Club l ngi pht hnh nhng th tn dng u tin trn th trng vo nm 1950. H khng c ti u t y trong mt th trng m ng vn l gi tr tin quyt. Ngy nay Visa c mt khp ni v khng cn thy bng dng caDiners. De Havilland ca Anh, l nh sn xut my bay phn lc u tin v cng l chic my bay phn lc b ri u tin. Boing theo sau vi nhng phn lc c ln hn, an ton hn, mnh m hn v khng b rt. Ai s l ngi ginh ly phn thng ? Sunshine Biscuits gii thiu loi bnh s c la Hydrox u tin trn th trng. Nabico tung ra loi bnh Oreo sau vo nm 1912. Phn phi v qung co siu vit cho kt qu. Oreo c coi l loi bnh s c la nguyn thy mc d n khng h l nh vy.
Danh sch nhng k thua cuc cn di, nhng bn nm c vn . L u tin ch mi l mt chuyn. Gi vng v tr u tin l mt vn khc na. iu ny i hi nhng n lc v nng lng khng l c th iu hnh ln sng . Gillette l ngi u tin v ngy nay h vn l ngi u tin. H lm c iu ny vi bit bao nhiu n lc pht minh v khng ngng nh bt nhng k thch thc n sau vi mt tng mi (nh Wilkinson vi tng khng g).Ngy hm nay Gillette chim 65% th phn li lam co ru trn ton th gii. Khng mt ai c th ginh ly vic kinh doanh ca h.
c cn n : Mt tng tt
Nhng ngi u tin thnh cng khng h c mt mnh li g. H ch da vo nhng tng tt. V ngc li, nhng ngi u tin tht bi da vo nhng tng t. R.J Reynold b ra c mt gia ti l ngi u tin sn xut loi thuc l khng khi. l mt l thuyt chng li cm gic thng thng. L thuyt ca h l thuc l khng khi s hp dn nhng ngi khng ht thuc. Bt hnh thay, nhng ngi khng ht thuc khng mua thuc l d cho n c khi hay khng. Ba trm hai mi lm triu la bay i cng vi khi trong cuc thm nhp th trng ng bun ca thuc l Premier. Nhng iu thuc ny va kh t, khng thnh tn (nhiu ngi ht thuc cng yu thch c ci vic c gt tn) va c mi chng hay ho g. Ngay chnh ng ch tch ca Reynolds cng b ghi nhn l ni nhng iu thuc ny c "mi nh c ch". Premier c th l loi thuc khng khi u tin, nhng thc s l mt tng kh kho. V ri li n Frosty Paws, loi kem u tin dnh cho cc ch ch cng. "N khng phi thc l kem, nhng cc ch ch cng ca bn s ngh th." Bi qung co gii thiu ni th. Nhng xin li, thc t s chng nghim. Phi chc chn l ch ch cng ca chng ta s n bt c nhng g m chng ta cho chng. Chng c thc s cn n mt loi kem hng nht ? V cn hn na, bn c mun i mua kem cho con ch cng ca bn hay khng ? L ngi u tin v mt tng di dt th vn l di dt. N s khng a bn n c u c.
Mt cu chuyn bun na
L u tin vi mt tng tuyt vi nu c th, nhng n cn phi l mt tng khc bit c th hot ng. Hy xt n v kch bun ca Rosen Motors, hng sn xut c thnh lp vo nm 1993 v ng ca vo nm 1997. Anh em nh Rosen l nhng con ngi y n tng. Harold l mt cu k s ca Hughes Electronics, ngi tin phong trong vic ch to cc v tinh quan st a l. Ben l ch tch ca Compaq v l mt huyn thoi trong ngnh cng nghip vi tnh c nhn. H b ra 24 triu la v ba nm n lc pht trin mt loi my xe vn hnh theo kiu xe la vi nhng bnh xe cha nng lng. H thng ny dung np nng lng c to thnh trong khi p thng v nh khi nng lng ny ra khi bnh xe chuyn ng nhanh dn, iu m ring ch my xe khng, khng th to thnh. Mt tng tuyt vi th nghim nhng l mt tng ti i vi ngnh sn xut xe Detroit. H khng th thay hn ton b mt h thng sn xut ch c th sn xut loi xe vi tng mi ny. Nhng nh sn xut xe chnh ca Detroit t chi tng mi ny ca anh em Rosen bi v h ang c sn nhng tng khc v cng ngh bnh nng lng ny khng ph hp vi k hoch ca h. H b p ra khi cuc chi vi ci ch l mt tng khc bit nhng khng th hot ng.
ch l mt tng o vng.
Ci u tin v sc khe
y l mt sn phm mi m "u tin" chng ta c th ngh l mt hy vng ht nhng g chnh lch. N c gi l Airborne, mt sn phm sc khe u tin c to ra chng li vi trng v vi rt trn khng. Airborne l mt loi vitamin dc tho phi hp ha hn s bo v cho nhng ngi bay thng xuyn trong khng kh khng lnh mnh cao trn 10.000 thc. Loi thuc vin mi ny c bn nhng tim thuc trong phi cng, nhm vo ni lo s c to thnh bi truyn thng : Nhng ngi du hnh ht th mi th vi trng c thi ra t nhng hnh khch khc trong bu khng kh cht chi v t tng ca khoang my bay. Nhng tc ng ca dc tho c th l mt tr lc cho Airborne, tng t nh nhng vinh quang c Holliwood.
Cu chuyn st nhp
Mt t chc gi l Cng nghip Kranson c chp nhn bi mt s t chc l nhng nh phn phi bao b. H khng phi l nhng cng ty sn xut bao b m l nhng cng ty chuyn cung cp gii php bao b cho nhng cng ty thc s khng cn n hng t bao b mt nm. Ch trong mt thi gian ngn, t chc ny tr thnh ln gp i nh phn phi bao b ln th hai v gp nm nhng nh phn phi bao b khc. H thc s sn sng tr thnh mt ci g khc bit. Kranson st nhp hai nh phn phi ln nht, Tricor v Braun, tr thnh Tricor & Braun, "nh phn phi siu vit nht trong ngnh cng nghip." T chc mi v rt ln ny c thun li cung cp tt hn, thit k tt hn v hiu bit hn trong vn gii quyt nhng bao b phc hp. H gii thiu thc th mi ny ca h trong mt cuc trnh din thng mi cng nghip ln v nh ngi iu hnh cao cp Richard Glassman bo co, "Chng ta thi bay nhng i th nh hn ca chng ta." L u tin v bn t ng s l khc bit. Nu bn c th tr vng li vi th trng v nh bt c nhng i th theo ui, bn s ht sc thnh cng.
L u tin trong sn vn
Mt m nhng ngi khn ngoan Austin, Texas thnh lp Garden.com, cng ty trn mng u tin v mt th vui c a thch nht M. V tht bt ng, th vui ny li l lm vn, mt ngnh cng nghip tr gi 46 t la. (Gp i ngnh cng nghip sch, ni m ngi yu du thng mi trn mng Amazon ang kim sot th trng.) Lm vn l mt ngnh cng nghip khp kn rt k. N l khu vc, l kh hu, l loi t. Nhng nhng ngi lm vn l nhng ngi y am m v giu c. Khng mt doanh nghip no trong ngnh ny chim c hn 1% th phn. gia nhng k nut tin trong thng mi in t, Garden.com l tri bt. c 500.000 ngi vo thm trang web ny v lu li hn na ting. Trang web nygii thiu 16.000 sn phm cc loi. Cng ty ny t n tr gi 51 triu d la v con d kin s tng thm 50 triu la tr gi na. Nh chng ta ni, tht tt c l ngi u tin.
Ci t thin u tin
Ngoi kia c n 500 hay hn th na nhng nh sn xut nc ung ng chai t nhng ngi khng l cho n nhng chng t hon (s ni n nhiu hn v ti ny trong chng 11). V ri c mt thng hiu mi ra i tn l Keeper Sprng, hng sn xut ny c mt tng khc bit tht ng ch : phi li nhun. Keeper Sprng l mt sn phm ca Tear of the Clouds L.L.C, mt t chc mi trng lm ra kim tin v mc tiu lm sch nhng ngun nc nhim. tng khc bit ha ca h c gii thiu trn tng chai nc mt : Mi li nhun u vo cho mi trng. H gii thiu sn phm ny ca h vi mt cu ch tuyt vi : "Sau mi mt ngm nc, bn lm tt cho mi trng cn hn hu ht cc chnh tr gia." Nh ng gim c ca cng ty qung co cho h ni, "chng ti c c im khc bit chnh r rng v chng ti s nhn mnh n im khc bit ny." Ni rt tt. B tt c li nhun to c ca bn ra lm vic thin chc chn l mt ngh bn c quyn r rng. V cng chc l l mt tng khng c ai mun nhi theo.
Ci u tin vay mn
L ngi u tin ca mt vng trn th gii khng ngn chn c mt ai s vay mn tng ny v tung n ra u tin mt vng khc trn th gii. Ging nh trong trng hp ca mt ngi n ng Ty Ban Nha. Fernandez Pujals, ngi trng thnh ti Fort Lauderdale, Florida, khng h xu h cht no khi vay mn tng giao hng tn nh ca
Domino. ng ta tr thnh mt tn tui ln, TelePizza, v vi 80.000 doanh thu tr thnh nh giao bnh Pizza tn nh ln nht Madrid. Ch trong mt thi gian khng n minm, TelePizza pht trin n 600 ca hng trn su nc v vng lnh th. Ci u tin vay mn ca ng ta nay c gi tr ln n 1,85 t la. Nh Thomas Edinson khuyn, "Hy to thnh thi quen lun quan st nhng tng mi v hp dn ca ngi khc p dng thnh cng." Ni cch khc, l u tin thng ch c ngha l chu quan st.
CHNG 11
S hu mt thuc tnh
Ci lm cho mt con ngi, mt sn phm khc bit c nhn bit t mt trong nhng thuc tnh ny. Marilyn Monroe c bit n v s hp dn ca c. Kem nh sng Crest c bit n v tnh nga su rng. Marilyn c th rt thng minh nhng iu ny khng quan trng, ci lm cho c ta c bit chnh l sc p cht ngi ca c. Cng nh vy vi Crest, vic chng su rng l chnh vi n, c mi v th no vi Crest l khng quan trng. S hu mt thuc tnh chc chn l cch tt nht khc bit ha mt sn phm hay mt dch v. Nhng phi chc rng bn khng s hu cng mt thuc tnh hay v th m i th ca bn s hu. Bn cn phi c mt thuc tnh ring ca bn. Mt cng ty thng qu c gng bt chc theo ci ang dn u, "H phi bit nhng g l hiu qu," mt cch y duy l, "vy hy lm ci g tng t." y khng phi l mt ngh tt. Tt hn bn nn sn tm mt thuc tnh i nghch, iu cho php bn c th i u vi ngi i trc. im chnh y l i nghch -khng lm nhng g tng t. Coca-Cola l mt sn phm nguyn thy v vy n l la chn ca nhng ngi ln tui hn. Pepsi t v th ha mnh mt cch thnh cng nh mt la chn ca th h tr hn. Th gii ru bourbon b thng tr bi hai ngi hng u l Jim Beam v Jack Daniel's. V vy Maker's Mark a ra mt huc tnh lm cho mi lc nh b hn ca h thnh hp dn hn, "c lm th cng khin cho ru bourbon ca chng ti c mi v du dng v m i." Bi Crest s hu thuc tnh chng su rng nn cc loi kem nh rng khc loi b thuc tnh ny v nhy vo vi nhng thuc tnh khc nh mi v, lm trng, lm mt hi th v mi gn y l vi baking soda. Nu bn khng phi l ngi dn u th trng, cu ch ca bn cn phi c ch tp trung gn v hp hn. V quan trng hn na, cu ch ca bn cn phi ph hp vi chng loi sn phm ca bn. Khng mt ai c th chen chn vo .
Nhng thng hiu nh Chevrolet, Nissan, Mercury v Oldsmobile l nhng thng hiu yu hn v h khng tp trung v khng s hu mt thuc tnh.
Ardennes. l chuyn bit, ngun ca loi nc ny l thung lng AmbeEve trn dy Ardennes, mt vng mi trng c bo v.
Ln hn Massachusetts
i vi cc vin bo tng, bn khng bao gi ngh l "ln hn" li l mt thuc tnh tt hn. Hn na, thuc tnh ny c th bt bn phi b ra nhiu ngy i khp cc hnh lang d ln ln mt s vin bo tng. Nhng vi ngh thut ng i, kch thc c th l vn y. Nhng ngh phm ny c th ni l khng l. Ta ca tc phm c thc hin vo nm 1981 ca Robert Rauschenberg khng h l khoa trng qu ng mt cht no : Bc tranh 1/4 dm hay 2 f lng (f lng = 1/8 dm). Hu ht cc phng trng by u khng dm m n vic trin lm con qui vt ny. i vo vin bo tng ngh thut ng i Massachusetts khu Backshire ca North Adam. Mt phng trng by c kch thc ca mt sn bng v trn cao n 13 thc, MoCA t khc bit ha mt cch t ho nh l mt trung tm ngh thut ln nht nc M. (N c th l ln nht th gii na.) H ly u ra mt khng gian nh vy. Vin bo tng ny c dng ln t nn mt nh my phc hp hoang ph rng hn 7 mu. Su ta nh c dng ln y to thnh mt phng trng by v nh ht rng 70.000 thc vung.
n gin Massachusetts
C nhng lc bn c th nhn ly li th t mi trng ca mt chng loi sn phm trn con ng tm kim mt thuc tnh. Nh trong trng hp ca th gii mng k thut cao khi nhng cng ty mun lp mt mng li ni b cho t chc ca h hay gia h v khch hng ca h. lm c cng vic phc tp ny h cn n nhng chuyn gia v rt nhiu tin ca. Mt cng ty tn l IntraNetics ra i vi mt cng ngh phn fmm cho php mt cng ty nhanh chng hon thnh cng nh nng cp h thng mng ca h v ni mng vi khch hng cng nh i tc ca h. H c th t khc bit mnh l "Cui cng, mt cch n gin thnh lp mt mng ni b y sc mnh." Trong mt th gii phc tp, s lun t hiu qu nu bn c th t gii thiu vi thuc tnh n gin.
1. Cuc kinh doanh cn phi tm hay to ra mt ham mun c tr tin cho cht lng mi trng trong khch hng. 2. Cuc kinh doanh cn phi thit lp nhng thng tin ng tin cy v nhng thuc tnh mi trng trong sn phm. 3. S to thnh ca h phi c kh nng chng li vic bt chc t cc i th.& Ni cch khc, bn phi c mt cng vic ca ring bn. Quan im ca chng ta l nh vy, cc cng ty nn l nhng cng dn tt v tm cch da vo t khc bit ha.
CHNG 12
Tm l dn u
Con ngi thng hay nh ng nhng g "to ln" vi thnh cng, a v v tnh lnh o. Chng ta tn trng v ngng m nhng g to ln nht. Trong cun Quan st Tm tr : Ti sao Ngi ta li Hnh x theo Cch m h Lm , cc nh Tm l Hans v Michael Eysenck tng thut li mt nghin cu ni ting. Mt ngi n ng tn l ng England c gii thiu vi mt s lp ca nhng sinh vin trn khp nc M. ng c gii thiu vi nhng sinh vin ny nh l "mt sinh vin ca Cambridge" hay "gio s England ca Cambridge". Sau cc sinh vin c yu cu d on v chiu cao ca ngi n ng ny. Nh ng England leo ln t a v mt sinh vin thnh mt gio s, ng ny c cho l cao hn so vi thc t n 12 phn trong con mt ca cc sinh vin. "S to ln" cng c li hn trong tin bc. Mt nghin cu thm d v nhng sinh vin nam tt nghip cho thy nhng ngi cao ln thng c hng mc lng khi u trung bnh cao hn nhng ngi thp di 1,8m, 12%. Cng vy i vi th gii kinh doanh, ni m chiu cao c o lng bng mi lc v th phn.
Coke.
Mt ngi dn u nhy bn s i mt bc xa hn cng c v th ca h. Heinz s hu t st c. Nhng Heinz cn tip tc c lp mt thuc tnh quan trng ca st c. "Loi st c chm nht min ty" l cch m Heinz ni n thuc tnh c ca st. Vic s hu t "chm" gip cho Heinz gi c 50% tng th phn.
ng e s phi ln li
Bt k n nhng im ni n v sc mnh ca vic c nhn bit l lnh o, chng ta tip tc vi nhng ngi dn u khng mun ni n s dn u ca h. Cu tr li ca nhng ngi ny v vic t chi nhng g ng l ca h thng l nh nhau : Chng ti khng mun ln li. Mt ngi dn u khng mun ni n tnh dn u ca h l mt iu tt p nht i vi cc i th ca h. Mt khi bn n lc tro ln c mt nh cao, tt nht l nn cm li mt cy c v chp ly mt vi bc hnh vi cy c . Hn na, bn lun c th tm ra mt cch thc s d thng ni v tnh dn u ca mnh. Mt trong nhng cu ch c tnh dn u hp dn khng phi l "Nhng u t trung thnh. Ni m 12 triu nh u t t nim tin" sao. Nu bn khng ginh ly nhng tin ch thc s l ca mnh, mt ai ngay sau lng bn s tm ra cch ginh ly ci thc s l ca bn. Nu bn cn h nghi v iu ny, hy xem qua cu truyn tip sau.
Loi dn u ca chng ta
Hertz khng h xu h v vic l dn u. H l mt v d c in v gi ly v tr dn u trong th trng mt cch y ngha v lun ti mi trong sut nhiu nm di. Thng ip ca h ngy nay l, "Hertz, v khng l."Nh Brian Kennedy, ph gim c iu hnh marketing v bn hng, ni : " ngha nm ng sau qung co "v khng l" nhm phn bit chng ti vi cc i th." Ci ny l ci sau cng ca mt dy nhng cch khc bit ha m Hertz dng din t tnh dn u ca h. Vo nhng bui bnh minh ca ngnh kinh doanh cho thu xe, c nhng ngi i my bay v " Hertzt t bn vo ch cm li." Cng vi vic tr thnh hng u h bn rn vi vic tng thm dch v, "Ngi ln nht s lm c nhiu hn. Ch vy mi ng." Nm 1975 khi O.J. Simpson qua li nh thoi a gia cc phi trng. Anh ta l "siu sao vi vic thu mt chic xe." V l Hertz. Nhng bin tu sau ca tng ny l "cch s mt thu mt chic xe" v "ni nhng ngi chin thng thu." Khi Hertz nhm vo nhng khc du lch v nhng ngi kinh doanh, cu ch ca h tr thnh "s mt cho mi ngi" v "nhng bnh xe ca chu M."
Qu n iu ? Nhiu thp nin bn hng lm cho M chu yu ci : tnh dn u. Cng n iu khi m ngy hm nay Herzt c tng thu nhp l 2,3 t la, 500.000 xe trn 140 nc v chim 39% tng th phn ton cu.
Dn u trong bn hng. Chin lc thng c dng nht ca cc ngi dn u l thng bo h bn hng tt th no. Toyota Camry l chic xe c bn ra nhiu nht M. Nhng nhng hng khc cng c th ginh ly v tr bn hng hng u ny bng nhng cch khc. Lincohn l chic xe sang trng c bn nhiu nht. Chrysler l chic xe gia nh c bn nhiu nht. Ford Explorer l chic xe th thao bn chy nht. Cch tip cn ny l hiu qu v ngi ta thng mua nhng g m ngi khc mua. Cng ngh dn u. Mt s cng ty vi thm nin t ph k thut c th dng hnh thc nyc tnh d u nh mt yu t khc bit ha. o, Lenzing khng phi l nh sn xut si quang hc c bn nhiu nht nhng h l "hng u ca th gii trong cng ngh cp do." H i tin phong trong nhiu t ph cng ngh trong si quang mi v ci tin. Cincinnati, mt nh sn xut my tn Milacron l ngi "dn u th gii trong cng ngh sn xut." H c nhiu loi my p nha v ct gt nht. Hnh thc tnh dn u ny l hiu qu bi v ngi ta b n tng vi nhng cng ty pht trin cng ngh mi. Cng nng dn u. Nhng cng ty khng c sn phm bn chy nht nhng l sn phm a cng dng nht cng c th dng yu t ny nh mt cch tch bit nnh ra khi nhng i th khc. Silicon Graphics l mt cng ty nh vy. H dng nhng siu my tnh Gray, nhng h thng lm vic hnh nh lm cho nhng hiu qu c bit kiu Holliwood ca h tr thnh hin thc. V kt qu l h l ngi dn u th gii trong nhng cng dng ca my tnh. iu ny cng hiu qu bi v cc cng ty giu c thng mun nhng g tt nht, ngay c khi h khng cn n. Tnh dn u l mt b phng
Tnh d u l mt bi phng tuyt vi t k ra vic bn lm g tr thnh s mt. Nh chng ta ni, ngi ta s tin vo bt c g m bn ni mt khi bn c nhn bit l ngi dn u. Hy xt qua cu truyn ca kem Dreyer's Grand. y l mt cng ty c hai thng hiu : Dreyer's pha ty dy Rockies v Edy's pha ng dy Rockies. (Chng oc t tn theo hai ngi sng lp ca cng ty, William Dreyer v Joseph Edy.) Hai thng hiu ny lm cho h tr thnh nh sn xut kem hng u ca M, l mt tng khc bit ha vi tnh dn u v mi lc. Nhng ci lm cho h l c nht, hay l s mt l phng thc giao hng n cc ca hng ca h. Khng nh cc i th chnh ca h, h c nhng se chuyn dng ring v nhng chuyn gia trong vic giao v sp xp kem cho nhng ca hng bn l. Qu trnh ny cho php h khng cn n nhng t kem thng thng v bo m rng kem ca h lun ti mi. L thuyt ca h l : Cn phi quan tm ln lm ra loi kem tuyt. Cu chuyn dn u ca h, cng vi cu chuyn giao hng trc tip ca h to ra mt l l hp l v thuyt phc cng nh cch h lm ra loi "kem c a chung nht nc M."
Sc mnh ca tnh dn u
Ci lm cho mt cng ty mnh khong phi l sn phm hay dch v ca h. Sc mnh ca Hertz l v th d u ca h ch khong phi cht lng ca dch v cho thu xe. li vi nh cao l d dng hn vic t n . Bn c th gi tn ra mt cng ty lt c ci ang dn u ? Crest lm c vic ny vi kem nh rng, xin cm n nhng chng thc ca Hip hi Nha khoa M. (Ma mai thay khi Colgate ginh li v tr hng u vi loi kem nh rng dit khun Total ca h.) Duracell lm iu ny vi pin, cm n "alkaline". Budweiser lm vi bia v Marlboro vi thuc l. Nhng qu tht l vic tng t him khi xy ra. Mt thm d vi 25 thng hiu d u t nm 1923 minh chng cho iu ny. Ngy nay 21 trn 25 thng hiu ny vn l nhng k hng u. Ba l hng nh v mt l hng nm. Ngay c nhng thay i v th hng cng khng thng xy ra. Nu marketing l mt cuc ua nga, n l mt cng vic y cht chc. T nh th chin n nay, ch c mt thay i trong ba th hng dn u ca ngnh cng nghip xe hi. Nm 1950, Ford vt qua mt Chrysler ginh ly v tr th hai. V cho n nay th t vn l General Motor, Ford v ri Chrysler nh hnh thnh t ngy . Ci cng nhc ca mt cuc ua marketing, ci cng thng buc cc cng ty hay thng hiu phi tr li vi v th ca h nm ny qua nm khc cng cng lc ghi nhn tm quan trng ca vic cng c mt v th tt hng u. Ci thin v th ca bn c th l kh khn, nhng mt khi bn lm c, vic gi c v th mi li tr nn d dng. Mt khi bn ln c n nh, hy chc rng chn th trng phi nhn bit iu . C qu nhiu cng ty qu quen thuc v th dn u ca h v khng bao gi lm dng chng. iu ny c ngha l lun cnh ca m ra cho i th, nhng mt khi c c may hy ng ngay cnh ca li trc mi i th.
Loi ko bng dn u ?
Mi chng loi sn phm u phi c mt ngi hng u, nhng khng phi ngi dn u no cng c nhn bit. Hy xt th trng hp ca loi ko bng chng hn. Bn tng thy chng, tng n chng t nht l vi ln trong i bn. Nhng nu chng ti hi bn , ai l ngi lm ra loi ko bng bn chy nht th gii, bn s khng th c mt manh mi no c th tr li. Nu chng ti ni vi bn rng c mt cng ty ko bng c mi lc gp i nhng i th theo st sau lng h trn th trng, bn s c n tng i cht. Trn thc t, cng ty ny bn cc loi ko bng ca h trn 170 nc trn khp th gii s lm cho bn n tng hn cht na. H sn xut ra hn 20 triu cy ko bng trong mt ngy v tng sn lng nm ca h c th xp di vng quanh tri t n 12 ln s cng lm bn n tng hn na, Tn ca cng ty ny l Chupa Chups, bn c th tm ra h Barcelona, Ty Ban Nha. Bn thy , s khc bit ca mt cht tnh dn u c th lm c nhng g.
CHNG 13
Tm l k tha
Khi chng ti hi tin s Carol Moog ti sao k tha l c ngha, nh tm l hc v ngi tiu dng ny a ra nhng nhn xt sau : Tm quan trng tm l ca tnh k tha c th n t sc mnh ca vic l mt thnh phn ca mt chui lin tc s bo m lin h mt thc th vi quyn c sng, vi mt lch s m mt thc th chuyn ch theo t qu kh sng ng, qua khi ci cht v n vi th h tip theo. S lin quan l c tnh bt t. Khng c ngha v s k tha, v t tin, ngi ta s cm thy b c n, b ri, v cm v c lp. Khng c lin h vi qu kh s khng th lin h n tng lai. Nhn mnh vo tnh k tha, c ngha l vo tnh lin tc, vo s chng li ci cht v l mt phn ca ging chy ng i. Bao bc nhng cng ty hay sn phm vi loi truyn thng gia nh ny cho php ngi ta cng tc vi nhng lin h y sc mnh vi cuc sng khng ngng tr. Tnh lin tc l st nhp v thu np. Thin h tr nn to ln hn, cuc sng tin trin. Khi nhng thc th, nh nhng cng ty, c tnh k tha b nut mt, b xa b - h nh mt s tin tng, b ri nhng ngi tin tng vo s lin h ny, to ra tnh th ng v bp nght cm tnh. Bt tn, hoi nghi v th r rng l khng th kch thch c mi lc.& V cn na, tt c nhng g m bn mun bit v tnh k tha nhng e ngi hi.
Mt thay th ca tnh dn u
Mt cch nhn khc vi phng cch tip cn ny l, mt khi bn c mt lu di cng em li cho cc i tng tim nng ci cm gic rng bn l ngi hng u trong ngnh ngh. Nu khng l ln nht th cng l lu i nht. Khng l lng g khi nhng nh marketing ph din tnh truyn thng v vn ha ca h ni vi bn rng h khc bit ra sao. Vo nm 1919, mt cy dng cm Steinway c m t trong qung co nh "mt nhc c ca nhng ngi bt t." V mi gn y, Cross xng tng nhng cy vit ca h l "c in, khng sai st, t nm 1846." Sotheby's, nh bn u gi ni ting, c mt th k tt p hn bng cch nhn mnh rng h c mt t nm 1744. Glenlivet Scotch t v th ha h nh "cha ca mi loi Scotch, vi giy php c cp t nm 1823 cho php sn xut v ng chai ru whiskey la mch trong vng Highlands." Budweiser t nhn bia ca h nh "bia c in ca M t nm 1876." Mt s trong nhng thng hiu trn l hng u trong chng loi snphm ca h, mt s l khng phi. Nhng tt c u c v ht sc n tng v khc bit.
h cho nhng gia nh nhp c yu th ca h. Cuc v th ha ca cng ty lut ny da trn c hai v th lch s -phc v lu di cho cng ng v phc v nhng ngi yu th- h dng tng "chin u v ngi yu th" nh mt cch lin h vi qu kh ca h.
Vn y l trnh i nhng ci by kiu Nam T, hay vic n t nhng a phng m bn khng c c s h tr no cho nhng n lc ca bn m cn lm xu i cho chng na.
Thin h thng c cm gic gn gi vi mt cuc kinh doanh c tnh gia nh hn l vi nhng i cng ty lnh lng, v cm v khng c tnh thuc quyn s hu ca mt i qun nhng ch c phn tham lam. Nhng thnh vin trong mt gia nh c th cng tham lam nh vy. Nhng nhng g xy ra trong gia nh h thng khng b loan tin rng ri trn cc phng tin truyn thng nn cc vic tham lam ny c khp kn pha sau cnh ca ca gia nh. Mt cuc kinh doanh gia nh cng c tin l s quan tm n sn phm ca h hn l n cc gi tr c phn ca h. H cng c ghi nhn l ha hp vi cng ng hn bi h thng l ngi c sinh ra a phng m cng ty ca h c thnh lp. Chng ti cng pht hin ra rng cc cng ty gia nh thng i x vi nhn vin ca h nh nhng ngi trong gia tc. H c ci cm gic l ln ln cng vi nhau. Khng mt cng ty no biu l nhng iu trn r nt nh mt cng ty gia nh tr gi mt t la tn Rich's Frozen Foods. Tnh s hu gia nh ca h l mt khc bit c th. iu ny cng vi kch c ca h l im so snh vi cc cng ty c phn ln khc, nhng i th chnh ca h. H minh nh s khc bit ny bng cch ni rng "chng ti quan tm n cc khch hng ca chng ti theo cch m ch mt gia nh mi c th." H cng nu ln quan im rng trong th gii cnh tranh ngy nay ch mt cng ty gia nh mi c c v th tt hn phc v khch hng ca h. Nhng l do n gin : H khng phi lo phin v cc c ng, li nhun cng nh th trng chng khon. Mi nng lng m h c u dn c cho sn phm. V ci l l thc t v tuyt vi gii thch ti sao tnh k tha gia nh lm cho h khng ch khc bit m cn tt hn.
Mt nhn vt
Mt cch ng ch c c mt thng hiu c tnh k tha l vi mt nhn vt lm cho thng hiu tr thnh hng nht. ng khng l xanh ca Jolly Green. i t Sanders ca KFC. V Charlie c ng ca Star-Kist. Nhng nhn vt ny lm cho cc thng hiu khc bit. Khng nghi ng g l c nhng nhn vt li thi v phi thay i bn phn. Ngi khng l ca Jolly Green phi thc gic vc trn lng nhng loi rau qu ng lnh v ng hp. ng Peanut ca Planter chuyn thnh mt ngi bn hng rong d mn nh mt lin h vi qu kh. Nh David Yale, tng qun l ca Planter, ni trn t New Y ork Times, "Nhn vt tr thnh mt im chnh ni v cht lng, mi v v thnh hi hc d tch bit chng ti ra vi nhng loi u phng khc." Mt hc sinh to thnh ng Peanut. em ng tr li nhc nh ni hoi nh trong nhng khch hng c tui v l hng pht trin cho nhng phong cch tr trung sau ny trong gii tr. Mi th gi khng th no tr li, ch khc i m thi.
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S yu km ca cc tn tui ln
Nhng nh tng hp a thch General Electric, mc d tn tui ca h l to ln, h li thc yu trn th trng. Hy xt th trng hp ca Kraft, mt nh sn xut thc phm ln. Khi tn tui ny oc a ra i chi vi nhng thng hiu chuyn nghip s khng th xy ra nhng g tt p. Trong th trng st mayonaise, Hellmann ln mnh hn nhiu. Trong th trng nc ct rau qu, Smuckers l hn hn v m tc th h khng th mnh bng ngi Php. May mn cho Kraft l h c c mt s thng hiu chuyn nghip ca ring h. Trn thc t, thng hiu ln nht ca Kraft li t c ngi ta bit n l mt sn phm ca h. l ph mt kem Philadelphia, mc d c tn ca Kraft trn bao b nhng ngi ta t khi nhn bit. i vi hu ht mi ngi l mt sn phm cai Philadelphia.
Bn l cng tng t
Trong ngnh cng nghip bn l, iu m cc nh bn l lo lng trong nhng ngy ny l g ? Nhng ca hng tng hp. Ca hng tng hp l mt ni bn mi th.. l mt cng thc ca thm ha bi rt kh m khc bit ha mt ni chn ca "mi th." Bit bao nhng ca hng tng hp phi cng b ph sn nh Campeau, L.J. Hooker v.v Vn cn nhng ca hng tng hp khc khng h b nh hng cht no, nhng iu ny vn cho thy l tht kh khn cho nhng loi ca hng tng t. Chui ca hng tng hp Interstate cng i n tnh trng ph sn. V v vy cng ty ny lng nh s sch ti chnh ca h v quyt nh ch ch tm n mt chng loi sn phm vn cn em li li nhun cho h m thi, l chi. V v h ch ch tm n chi nn h quyt nh i tn thnh Toys "R" Us. Ngy nay, Toys "R" Us chim lnh 20% th trng chi trn c nc. Nh chng ti vit trc y, nhiu chui ca hng t thay i thnh cng theo m hnh Toys "R" Us : mt ch tm hp vi tr lng su. Trn th trng bn l ni chung, nhng thnh cng ln thuc v nhng nh chuyn mn : -
The Limited. Qun o lm vic ph n cao cp. The Gap. Qun o bnh dn cho nhng ai c tm hn tr. Benetton. Qun o c tng v len cho nhng ngi tn thi. Victoria's Secret. lt hp dn. Foot Locker. Giy th thao. Banana Republic. Qun o bnh dn.
(Khi mt hng sn xut y phc vi mt ci tn nh Banana Republic c th thnh cng, bn phi thy l chng ta ang sng trong mt thi k ca nhng nh chuyn nghip.)
Cc nh chuyn nghip c v kh
Mt khi s khc bit ha c ch trong u ca ngi tiu dng, nhng nh chuyn nghip c c v kh m h c th dng s hu trc im c bit ca h trong tm tr. H c th ch tm vo mt sn phm, mt tin ch v mt thng ip. l trng hp ca ngnh kinh doanh pin khi Duracell ch t trng tm vo mt loi pin alkaline m thi. Eveready, mt nh tng hp, cng c loi pin ny trong chng loi sn phm ca h nhng h khng chuyn nghip ha vi loi pin ny. Duracell ly c mt ci tn hay, chim quyn u tin vi thuc tnh "lu bn" (long lasting) v vt ln vi cng cuc kinh doanh ca h. Ngay c nhng con th Energizer ca Eveready cng khng th cn ng ca mt tay chuyn nghip, nay l ngi dn u trn th trng. (Theo nhng s liu sau cng th ngay c ngi hng ba Ray-O-Vac lc ny cng ang ln ng ca nhng con th.)
Gic m ca mt nh xut bn
Ngoi tr khi bn l mt ngi am m xe hi, bn chc chn s cha bao gi nghe ni ti mt nguyt san tn l Tin xe hi Hemmings. Nhng tp ch ny c th l mt thnh cng chuyn nghip c bit trong ngnh xut bn, ni m mt chuyn bit ca ngnh ngh l mt yu t khc bit c th . Hemmings bn ra 260.000 n bn hng thng, thu nhp 20 triu la hng nm. Mt n bn dy 800 trang v chen c vi 20.000 qung co, cung cp mi loi t ci mm bnh xe ca Ford T (55 la) cho n ca mt chic Rolls-Royce i 1932 (650.000 d la). Phn chnh ca tp ch ny l nhng qung co trng en nh c tr trc bng chi phiu hay th tn dng. Phn vn bn l rt t. B phn bn hng cng nh b.
Terry Ehrich, ch ca mt trong nhng con b sa pht hnh ny ni tp ch ny l ch nam cho nhng nh su tp v chi xe. "Ti ch l mt g ni nga di kh trn lng mt con tun m," ng ni. Mt con nga bt ng l mt tng khc bit tuyt vi.
Tr thnh c trng
Mt v kh quan trng cho mt nh chuyn nghip, nh bn n, l tr thnh c trng cho mt loi sn phm. l khi m thng hiu ca bn tr thnh tn gi ca mt sn phm hay chng loi sn phm. Gatorade l mt nh chuyn nghip y sc mnh t c n mc trong cc loi thc ung th thao. Trong khi qu l kh khn l mt Xerox trong loi my sao y hay mt Scotch trong bng t, nhng nh n\chuyn nghip vn c mt c may t n ci nh cao nht trong s thnh cng ca thng hiu.
Nhng tin xu
Mt nh chuyn nghip thnh cng phi lun l chuyn nghip. Bn khng th pht trin thm mt cuc kinh doanh no khc bi iu ny s nhn chm ci nhn thc c l chuyn nghip ca bn. (S ni n nhiu hn trong chng 19.) Cc nh phu thut tim hiu r iu ny. H s khng quyt nh i theo vic thay u gi ch v l mt ngnh kinh doanh ln. Phn ln cc nh marketing khng thch b tri buc vo vi ch mt ngnh kinh doanh hay c phm. H mun c l tht nhiu th nh h c th. iu m h khng suy l ra l khi m h bt u tr thnh mt th g khc l h m rng cnh ca cho nhng cng ty khc tr thnh chuyn nghip. Heinz l mt nh chuyn nghip v rau qu ngm, v ri h tr thnh mt nh sn xut st c chua. Ngy nay h gn nh phi ra khi ngnh rau qu ngm m th trng ang b chi phi bi Vlasic v Mt. Olive. Volkswagen tng l mt nh chuyn nghip trong loi xe hi nh. V ri h tr thnh ln hn, nhanh hn v gii thr hn. Ngy hm nay ngi Nht v ngi M kim sot th trng xe hi nh ny. Scott l mt loi vi s mt ca M, v ri h li tr thnh nh sn xut cc loi giy khc nhau. Ngy nay Charmin l ngi dn u trong th trng vi si.
Ni ng nh s vic l
ng cho l mi ngi u bit, ai thc s l ngi chuyn nghip trong mt ngnh sn phm. Mt trong nhng iu m chng ti khuyn bn l nn t v th ha nh "mt nh chuyn nghip (trong bt c ngnh g)." Hu ht mi ngi u mun bit v nhng tin tc loi ny bi ngi ta thng mun bit ai c xem l chuyn gia trong mt ngnh ngh no . Vy nu l mt th g m bn lm, hy lm cho ngi ta bit l bn ang lm iu . Nh trong trng hp ca Subaru trc y, mt cng ty sn xut xe hi Nht ang c nhng vn ca n. V khi George Muller tr thnh ch tch vo nm 1993, ng ny t ra hai cu hi : "Chng ta lm ci g tt ?" v "Tnh cch ca chng ta l g ?" Cu tr li l, Cng ngh xe hai cu v tnh cch khng r rng. Ngay lc v ri sau ny ng ny quyt nh s ch ch tm vo im c th ny v, nh ng ta ni : "Chng ti cam kt vi nhau l s ch bn loi xe hai cu t khc bit ha vi Toyota v Honda." V trong cc qung co ca h, h t ho thng bo l h khng sn xut cc loi xe, khng chuyn ch vo mt loi xe no khc ngoi loi hai cu. N lc ny lm chuyn hng hn mt cng ty "ti cng vy" ang sa st mi lc (mi lc ca h gim n 60%). H khng cht bi bit dng mt im c th t khc bit ha.
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Theo n
Robert Cialdini vit mt phn ng ch trong mt tc phm v vic ti sao ngi ta li i theo n. ng ta ni v "nguyn tc ca s c x hi chp nhn", mt nguyn tc tc ng mnh n li hnh x ca con ngi trong x hi. Nguyn tc ny chi phi khin cho chng ta nhn nh ci g l ng bng cch tm n nhng g m ngi khc cho l ng. Nguyn tc ny nh hng c bit n cch chng ta quyt nh ci g l nhng hnh x ng. Chng ta nhn nhng hnh vi c cho l ng trng mt trng hp no theo mc m ta nhn ngi khc hnh ng trong trng hp . p lc ny khin cho chng ta nhn mt hnh ng l ph hp mt khi nhng ngi khc lm iu v chng l hon ton bnh thng. Nh mt quy lut, chng ta s t mc sai lm hn bng cch hnh x ph hp vi x hi thay v lm ngc li. Thng th, khi nhiu ngi lm mt iu g , th iu phi l mt iu ng lm.
Chng c x hi
H tr cho vic "nhng g m ngi khc ngh l ng" chnh l nhng g c a chung. V iu lm cho ci c a chung l mt chin lc hiu qu l v n n di rt nhiu hnh thc. Tylenol l loi thuc gim au s mt M xy dng vic kinh doanh ca h chung quanh thc t l l loi thuc gim au c ci bnh vin a chung. Nike, loi giy th thao s mt, cng thnh cng trong vic kinh doanh nh thc t l nhiu vn ng vin hng u a chung loi giy sneaker ca h. (Cho d l h tr tin cho nhng nh th thao ny.) Lexus, loi xe hng sang, xy dng vic kinh doanh ca h chung quanh nhng thm d ca J.D. Powers v nhng a chung ng hi lng ca ngi tiu dng. Science Diet, mt loi thc phm cho mo v ch cao cp, l ci m "cc th y cho vt nui ca h n." Ngi ta, cc hc vin , cc phng tin truyn thng v cc nghin cu -bn t tn cho chng v cc cng ty dng chng. Nu chng c tnh xc thc, chng c c may tch bit bn khi cc i th cnh tranh ca bn. Tch bit l mt vn ln vi vic hot ng trn mng, ni m bn d b chm ln trong bit bao la chn. Gi s rng bn c nh mua thc phm cho con ch cng ca bn thng qua mng. H thng d tm s a bn n vi Pets.com, Petsmart.com v Petstore.com. V khi bn vo thm nhng trang web ny, chng c v ht sc tng t vi nhau. C ba ci u c t chc v trnh by theo cng mt kiu, tho li vt nui vi v s sn phm cng vi gi tin km theo. Nhng mt trong ba web site c mt v kh tc ng n bn. iu u tin m bn nhn thy l trn u trang ca Petstore. Com c mt bng mu vi dng ch, "hi vin c quyn, Hip hi Bnh vin Th y M." Hip hi ny a danh xng ca h ln mng. (Cho d bn c th khng h bit n hip hi ny, n vn c c mt dng v xc thc.) l mt n ng i theo.
Nhng cn ma v nc Anh
Khng mt ai hiu r hn v nhng ci d bng ngi Anh. Loi d no l loi tt nht trong chng loi sn phm ny ? l mt vn cn gy tranh ci, d Brigg. Loi d ny c tng thng bng tnh bo m ca hong gia, loi d c cung cp cho cc ng hong ca x Gan. Nu bn thch th c vung vy mt chic d ging nh th ca hng t Charles hay John Steed "ngi tr hn" bn s phi tr gi cho n. D Brigg c bn ra vi gi t 200 cho n 800 ty theo loi. Trong khi hu ht mi ngi u cho rng nhng ngi ca hong gai khng bit c bao nhiu v d, nhng chc chn l h c th tr tin cho nhng g tt nht. Th l qu cho h.
Bia Chi L
T chc Heineken m ra mt nh my bia mi Chi L v h gii thiu mt loi bia mi tn Becker. Chin lc ca h l cung cp mt loi bia cao cp vi mtj gi c th chp nhn, cng tng t nh loi bia hng u th trng a phng, bia Crystal. Nh cc bn c th d kin, vic thm nhp th trng ny ca h phi ng u vi s chng c mnh lit ca cc thng hiu bia a phng. Nhng sau khi m vic an by, nghin cu thm d cho thy, nhng ngi tiu th c thu nhp cao thng chung thng hiu Becker. Nhng ngi hn thng mt loi bia c cht lng quc t. Nhng ngi c th chi ph cho bt c li bia na m h thch. Li khuyn ca chng ti l hy dng s a chung ny nh mt cch khc bit ha vi phn on th trng cao cp ny v nhng ai thch th c l mt thnh phn trong nhm ny. S a chung ny c miu t mt cch n gin : Becker l "c a chung bi nhng ngi c th thng thc s khc bit." V ai li khng ngh l mnh c th thng thc ci c a chung ?
Tp ch Money xp hng Schwab. Com l nh chng khon hng u trn mng qua cc tiu chun -"d ng dng" v "sn phm v cng c" c xp hng nm sao. Money cng t Schwab.com l hng u i vi cc nh u t chuyn nghip cng nh nhng nh u t giu c. Tp ch Smart Money xp hng u cho Schwab.com trong thng mi trn mng, "Schwab bao gm nhiu loi u t c bn hn hn cc i th." PC World chn Schwab cho gii thng "Hng quc t" v Trang web chng khon tt nht v ghi nhn, "Schwab l v vua khng th tranh ci ca cc nh chng khon trn mng."& V cn nhiu na Nu bn vn cho l cha , h cn lit k ra nhng th hng c xp bi nhng nh u t c lp : C nhiu nh u t trn mng hn : 2,5 triu nh u t trn mng chn Svhwab h tr cho nhng quyt nh u t ca h. Nhiu thng v trn mng hn : Hng ngy, Schwab t c nhiu thng v hn bt c mt nh chng khon trn mng no khc. Nhiu ti sn trn mng hn.
Sau khi Schwab hon tt chin dch qung co ny, khng nghi ng g v vic ai s l ngi c a chung trn mng nht. Trn thc t, ngi ta thng s ngay c vic a ra vn .
S a chung c th nghi vn
Mt tri ca cu chuyn ca Schwab c th tm thy trong cuc chin ca nhng nh sn xut Hamburger. l mt n lc ca Burger King tung ra qung b cho loi Whopper danh ting ca h khi h ng mt qung co truyn hnh t nhnWhopper l "loi burger c nc M a chung." Whopper l loi thng c nhc n nht (H t nhnl 33%). Khi i th ca bn bn ra nhiu hn bn v cc nghin cu ca bn l t mt ngun khng c ni ting v nht l khi ch c mt phn ba cho l bn c a chung, chng ti t cu hi l nh vy l c bn xy dng mt chin lc c a chung cha ? Ngay c New Y ork Times cng phi t cu hi v chin lc ny. Cu m u trong mt mc bo v qung co ghi : "C phi Burgwr King ang ni vi chng ta v mt ci Whopper ?"
S a chung hp l
Ci :Whopper" ny lm ni ln mt im quan trngj v nhng g c a chung. "Ci m ngi ta ngh l ng." -nguyn tc ca chng nhn x hi- s tr thnh mnh m hn khi s t nhnca bn b xt on. N cng hp l bao nhiu, cng tt hn. Nu bn phi tr tin c c cuc bu chn cho ring bn, hy tr thm tin c c nhng ngi hng u cho cuc bn chn ny. Nu bn a ra mt nghin cu thm d ca ai , hy chc chn v danh ting ca ngi lm thm d . (J.D. Powers v Zagat's l nhng v d hon ho.) Nu cha h c mt ai lm thm d trn lnh vc m bn mun, hy c thuyt phc mt n phm ngnh ngh l thm d ny cho bn. D l mt cu chuyn tin tc tt cho h v l mt cu chuyn a tch tim tng cho ngi ginh chin thng. Nh qung co huyn thoi David Ogilvy hiu c sc mnh ca bo ch qua cch nhn ny : "Ngi ta c n mt mc bo thng thng 6 ln nhiu hn mt qung co," ng ni. "Nhng bin tp vin qung b tt hn l nhng ngi lm qung co."
Mt a chung o l
Trong mt s cng cuc kinh doanh, vic qung co bn thn qu ng l khng ph hp. Nhng nh vt l tr liu hay cc nhm thc hnh y t, v d, khng nn chuyn cc bc s ca h thnh nhng ngi bn hng. Nhng nhng bnh nhn khng c c s hiu bit d c th c c nhng quyt nh v y t phc tp. (Ch vic phi chn gia mt chic Lexus v mt chic Mercedes cng phc tp ri.) Vy lm sao bn c th quyt nh trong v s la chn vtm ra c mt nh chuyn nghip ng ? Mt ln na "nhng g m ngi khc ngh" c th h tr cho bn. N c th tc ng n c nhng ngi vn lo lng v nhng vic nh cc bc s li i qung co. Nh o c hc Randy Cohen miu t "mt cch tt nht t n mc tiu mong mun trong vic h tr cho bnh nhn chn ly mt nh vt l tr liu." Ch nh ca ng l : "K thut y t ca cc bc s c th c xp hng theo cc nhm trung dung, ging nh kiu nh gi trng i hc ca Baron. Hay nhng kin ca cc bnh nhn c th to thnh mt kiu mu cc nh vt l tr liu ging nh Zagat's. C hai cch trn u khng t cc bc s vo mt v th k cc v qung co cho mnh."
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i mi sn phm
Mt s nhng tng sn phm khng b chn vi nhng cng khng phi l k diu. Nu bn c c mt gi hu dng mi, bn nn ta n thnh nn tng cho vic v th ha sn phm ca bn. X bng cc Dove l s mt trong nhiu nm trn th trng Bc M. S thnh cng v cng l im khc bit ca n nm ngay bn di tn thng hiu trn bao b : du thm lm m. Ci thc t c ch to vi du lm tng m l mt tin ch ca vic chm sc da. S khc bit l c du trong x bng. V s cc loi vn trt tuyt u ha hn l bn s trt tt hn trn tuyt. Nhng mt thng hiu mi y pht trin mt i mi thc s kim sot c tin ch ny. Thng hiu l Dynastar v h c ci m h gi l "thit k ui ghim." H phi hp vic i mi sn phm vi tin ch khi ni, "Cng ngh ui ghim kim sot im dnh." By gi bn c mt i vn trt vi mt s khc bit.
i mi h thng
C nhng c hi l khc bit bng cch tm ra mt ci g c lin h n sn phm ca bn hay l mt phn trong h thng .
Black & Decker lm vy vi vic i mi sn phm VersaPak ca h. l mt loi pin c th np li dng c vi nhiu loi dng c khc nhau. H thm ch xy dng mt chng trnh gii thiu loi pin mi v khc bit ny bng cch cho nhng chuyn xe VersaPak i khp ni trn c nc khch hng c th dng th cng ngh mi ny. Cng ty Granite Rock ca Watsonville, California, chuyn bn v ct cho cc nh thu xy dng a phng. (Kh m c c s khc bit trong loi sn phm ny.) Vic mn xe vn chuyn v giao hng c th tn n mt la mt pht vn chuyn, vy thi gian l quan trng. tng tc cng vic ln, cng ty pht trin mt h thng cht hng t ng. H thng ny cho php h rt ngn thi gian cht hng t 24 pht xung cn 7 pht, h gi l h thng GraniteXpress. V h dng im khc bit ny qung co bn v ct.
Lm theo ng cch
Thng thng, chng ta c mt cch ng v mt cch sai trong vic to thnh mt sn phm. Cch sai v khng c a thch thng c gi l qu trnh tit kim. Cc nh t vn thch gi chng l "ci tin cng on sn xut" (ngha l : ct gim chi ph.) Cch ng l cch tn ph hn c th sn xut ra mt sn phm tt hn. C nhng lc, khi m mt cng ty i theo cch sai v bn ch c th l khc bit vi vic i theo cch ng. Nh trong trng hp ca Stanislaus Food Products. H tr thnh mt nh sn xut st c chua hng u cho mt s lng ln nhng nh hng M. V h hon tt c vic thay i ny khi tnh gi cao hn. Chin lc ca h l khng i theo nhng ngi khc cng ngnh vi loi st c chua c c (loi r tin v d vn chuyn hn.) Dino Cortopassi, ng ch ca cng ty ny, cm nhn l loi st ti c ng hp khng thng qua qu trnh c dc l cch tt hn sn xut st c. N t hn nhng n cng ngon hn. V l s khc bit ca ng ta. V cn t hn na vi cc i th cnh tranh, hu ht cc nh hng M u ng tnh vi vic ny.
Mt loi Pizza c lm ra tt hn
Mt trong nhng ngi cm nhn c cch lm ca ng Dino l ng, l ng John Schnatter, y vin qun tr v mt sng lp vin ca Papa John's Pizza. ng ta dng st c chua ca Dino t khi cn lm bnh pizza l nng ca b ng ta. ng ta vn tip tc dng loi st ny khi ng ta thnh lp chui ca hng pizza vi tn l Papa John, bt k vic gi cao ca n. V cng bi v cc chui ca hng pizza ln khc vn tip tc dng loi st c c km cht lng, John li cng c c hi khc bit ha bnh Pizza ca mnh bng cch gii thch vic chng c to thnh ra sao. Thng ip qung co ca ng rt trc tip : Nguyn liu tt hn, pizza ngon hn. Ngy hm nay John c hn 2000 ca hng trn ton nc M. S khc bit "pizza ca ng ta c to thnh ra sao" lm cho Papa John tr thnh chui ca hng pizza thnh cng nht nc M.
Lm thnh vung
Khng c mt cu chuyn v sn phm tt hn no bng cu chuyn ca White Castle. l chui ca hng hamburger u tin trn nc M v tr thnh mt hnh tng ca ngi M. White Castle bn loi bnh burger hnh khi vung vi kch thc ca mt qu da trn 330 nh hng ng v trung ty nc M. c vi thay i trong lch s 70 nm ca chng trc khi n vi hnh dng lu i ca chng. Trn thc t, con trai ca ngi ng sng lp hin l iu hnh trng. Vic xy dng cn trng chin lc sn phm ca h lm cho v s i th khng cn hin hu. l kt qu t vic pht trin mt vic lm gn nh l cung tn c giao truyn t th h ny qua th h khc. H thm ch cn vn chuyn bnh ca h n cc siu th nhng khu vc m h khng c ca hng . Kt qu ca h l tuyt vi. Nu tnh trn cn bn n v th h ch bn t hn mt mnh McDonald's.
l dng tri cy v rau ti vi mt my p khng l. Kt qu ca qu trnh ny l rt tn km. Chng c thc s ngon hn, tt hn cc loi nc tri cy khc khng? R rng l khng. Nhng nhng ngi tiu dng thc v sc khe li thch ngh nh vy. iu ny cho thy i khi cch m bn to thnh mt sn phm cng c th l mt cch ni bn l c bit.
CHNG 17
T tr thnh li thi
nhiu nm qua, chng ta vn chng kin nhng nh sn xut hng u t tn cng cc sn phm ca chnh h bng nhng sn phm ca th h tip theo. V c l khng mt cng ty no lm iu ny tt hn l Intel. Bc i ny ca nhng b vi x l l mt iu tuyt vi nm gi : 286 ri 386, ri 486, Pentium, ri Pentium II, Pentim III v ri Pentim III Xeon. H cai tr th trng nhng con chip thng minh bng cch khng ngng tung ra nhng th h tip ni vi chi ph bng vi nhng b vi x l ang hin hu. Vi phng cch ny, hng mt i th no c th m ra mt cuc tin cng cho d l vi gi. (Phi, cc i th c th c gi thp hn, nhng vi nhng con chip li thi.) Chin lc gii thiu nhng th h dao co ru k tip ca Gillette cng l mt v d v vic p dng cch tip cn ny thng lnh th trng.
Tch ri vi qu kh
iu quan trng vi mt t ph l phi c thit lp sao cho c th khuyn d cc i tng tim nng l n qu thc l mt cng ngh mi. im t ph ny cng khc bit bao nhiu th mi lc cng d to thnh. l iu xy ra trong cuc chin gia loi l vi ba v cc loi bp la thng thng. (Cuc chin m cc l bp truyn thng ginh phn thng.) Cc nh sn xut l vi ba tung ra mt cuc tin cng mi vt qua nhng vn nu nng chung quanh loi bp l vi ba (khng ngon mt v khng thc s c nu chn.) H tung ra mt th h l vi ba mi c ng dng thm mt cng ngh lm cho thc n i mu chn nu v dn : nhng dng c nh n ha l gien hay hi nng. Nhng thay v gi chng l nhng l vi ba tt hn, h gi chng l "bp tc ." H hy vng l vic ny c th to ra s tch ri cn thit vi qu kh. (Chc chn l h thc s tch ri.)
h. H tng cng thm cc dch v mng vi cc my tnh ca h. Chng ti gi iu ny l nng cao mt con kin ln lu gi s khc bit.
Thun li t lch s
Nu c mt lch s v thay i trong mt chng loi sn phm v bn c d phn vo cng vic ny, bn c th dng n nh mt li kh cho sn phm ca bn. Nu bn tng gii thiu mt th h mi thc s, bn c c nhng chng c mnh m p dng cho n lc trong nhng th h tip ni ca bn. Nh trong trng hp ca cng ty Digital Equipment, nay l mt phn ca Compaq. H tng c c hi tung ra mt th h my tnh 64 bit mi. Bt hnh thay, h tut mt c hi ny cng nh tng lai ca chnh h. Vi nhng ai khng c bit nhng im mc quan trng trong lch s my tnh, khi ton th gii ang dng loi 16 bit, DEC i tin phong vi h thng iu hnh VMS 32 bit v tr thnh cng ty my tnh ln th nh th gii. Vy l h c c hi lin h trm hot ng 64 bit vi my tnh mini 32 bit ht sc thnh cng ca h. Th thut y l ginh ly li kh t thc t l cc chuyen gia vo lc cho rng s khng c mt ai cn n loi "siu" my tnh 64 bit ( c chng t l h hon ton sai lm.) Nhng tng ny r l sai lm ngay khi my DEC 64 bit c tung ra th trng. Chin lc tuyt vi ny ca DEC lm ny ra mt cu hi. Liu lch s c lp li khng ? Nu n tng xy ra, c may l n ri s li xy ra na. V c bit l trong th gii vi tnh, nu dm ngh l n s xy ra, n s xy ra. DEC cha h n lc khuyn d ngi ta l my 64 bit s ra i.
ng l gii php ca mt vn khng hin hu. Sn phm th h mi ca bn phi l gii php cho mt vn thc s, khng phi l mt th km quan trng. Dow Chemical gii thiu loi nc lm mt khng ng cng Dowtherm 209 v qung co n l "Khng gy tn hi khi r r vo ng c (v v vy n t gp i cc loi nc lm ngui th h c.) Vn y l hu nh cha h c trng hp cht lm mt r r vo ng c. Vy ti sao li phi tr gp i cho mt vn khng hin hu ? V hu ht u khng lm th. ng mt cng vi nhng g truyn thng. C nhng vn thc s m ngi ta khng h bn tm n vic gii quyt. H thch nhng ci c nh vy. Khng c ci g c v truyn thng hn l vic n u phng trong cc trn u bng. V thng sau mi trn u, ngi ta hu nh trt trn v u phng. loi b s ba b ny, Hary M. Stevens gii thiu loi u phng khng v ng trong bao b nha. Ngi ta cm thy b tn thng v tng ny. Mi lc khng to thnh, than phin dng ln. Ngi ta li tip tc trt trn v u phng sau mi trn banh. Phi l tt hn. Ti sao li phi n vi mt loi th h mi nu n khng l mt th g tt hn ? Kho bc M tung ra loi tin cc mt la vi nh thay th tin giy mt la. i vi ngn kh l mt ci tin ln, h c th tit kim c 50 triu la tin in hng nm. i vi cng chng th khng c mt li ch no c nhn bit. N d b lm vi cc loi tin xu khc v nhiu ngi cho l chng xu x. ng cc mt la dn dn bin mt. Ci tin tin c th chi khm bn
Trong cun Th bp bnh ca nh sng ch : Khi cng ngh mi lm cho nhng cng ty ln iu ng, mt ngi ng knh ca trng kinh doanh Harvard gii thiu khi nim "Nhng cng ngh cng ph." Quan im ca ng ta l nhng cng ngh mi thng n nh nhng con si i lt cu. Chng thng khng ph hp vi nhng nhu cu ca khch hng hin hu ca bn v nhng d kin li nhun ca Wall Street. Chng khng c v g ging nh chng s l, nhng mt khi c trin khai chng s nhanh chng ci tin v tr thnh mt cng ngh chnh yu -mt th tip ni. DEC, vua mt thi ca cc loi my tnh mini, khng l n loi my tnh c nhn v v k thut n khng c v nghim tc. N c v l mt mn chi. V khng bao nhiu nm sau, loi c v l chi ny y bt DEC ra khi cuc chi kinh doanh. Merill Lynch l vua vi nhiu loi dch v chuyn bit trong khi Charles Schwab ch nhn ly phn th trng tha khng h hp dn. Schwab dn d c nhn bit l nh chng khon gim gi ln nht.
CHNG 18
S tng bc
ng bun thay khi c nhiu cng ty li e ngi vic ni n s thnh cng ca mnh. H cho l vic t tng bc l khng c g hay ho. y l mt thi quen khng h tt cht no. Nhng g thc s nm ng sau s e ngi ny l mt ni lo s rng mnh khng th mi l nng bng. V ri th sao ? H s khng b h mt sao ? iu m chng ti c cng gii thch ch l vic lm cho mt sn phm hay mt cng ty bc ln cng ging nh vic phng ln mt v tinh. Ci thc s cn ch l mt vi sc y trc a bn vo qu o. Mt khi bn trong qu o ri, li l mt cuc chi khc hn. L nng bng hay tri nghim mi lc tng trng vt mc l t nhng i th c th cho bn nhng lc y cn thit a thng hiu ca bn ln n cao yu cu. Mt khi t n cao, bn hnh dung ra mt ci g khc na gi bn yn ni .
Mt chuyn hng
Chng ta phi chp nhn rng chin lc "Canyon" m chng ta va trin khai ch l mt bi tp gi thuyt. Bn khng th c mi l nng bng, bi vy bn phi sn sng chuyn hng chin lc ca bn mt khi sc hot ng gim dn. Trong trng hp ca Corbett Canyon, h s phi tm ra mt cch gii thch s thnh cng ca h. Cho d l nhng hm ni, gii thng hng v, gi tr hay nhng g khc na. Ci tuyt vi ca chin slc l nng bng chnh l ch n thit lp mt tng khc bit ha c tnh cht di hn. Th trng c sa son sn tin vo cu chuyn nm ng sau s thnh cng ca bn. Khng c nhng n lc cui cng ny, thay v t c n qu o bn c th s ri ngc tr li v bng chy trong bu kh quyn cnh tranh.
G nng bng
i khi nhng hng pht trin c th lm cho bn nng ln. Nh trong trng hp ca nhng chi non v gic ca nc M ang sn sng vi nhng v nng hn, cm n s thnh cng ca thc phm M Ty C. V vy g gia v ang l mt chng loi sn phm mi, nng bng Popeyes Chicken phc v g nng theo kiu Cajun y hng v. "Chng ti c mt cu nc M khi nhng mn g nht nho," cc qung co ca h ni vy. Ngn sch qung co 12 triu la ca h l khng ng g so snh vi i th khng l Colonel ca h. Nhng chnh ci hng v ng thm ca h mi l im nng bng ca s khc bit - a h vt qua cc i th chim ly v tr mi lc th hai ch sau KFC. Popeyes nn thm vo trong ch dn ch bin ca h s tht v vic cnh tranh ca h vi ngi v caKFC, ng vua ca tht g "nht". Hu ht mi ngi u bit l Popeyes l cay nng, nay h cng cn phi bit l mi lc ca h cng nng bng na.
Mi lc. Cch tip cn thng c x dng nht l khi mi lc ca bn i u vi mi lc ca cc i th ca bn. Nhng bn khng nn ngh l ch l mi lc trong nm. N c th l bt c qung thi gian no ty theo bn chn : su thng, hai nm, nm nm hay bt k bao nhiu. Qung thi gian m bn chn l thi gian lm cho bn c th c xem l tt nht. Nn nh l bn hon ton t do trong vic la chn ny. Thm na, khng cn phi so snh bn vi cc i th ca bn. Bn c th so snh bn vi chnh bn thn bn. Nhng nh gi trong ngnh.Hu ht mi ngnh cng nghip u c nh gi hng nm v sc ph din. Chng c th l do mt tp ch ngnh ngh nh Restaurant News hay mt tp ch ca ngi tiu dng nh U.S News & Report hay mt t chc nh J.D. Powers. Nu bn c nh
gi cao t mt trong nhng t chc ny, bn c th dng chng mt cch ht mnh nh c th. -
Cc chuyn gia trong ngnh. Mt s ngnh cng nghip c nhng chuyn gai hay nhng nh ph bnh trong ngnh, nhng ngi thng vit nhng bi bo c ghi nhn. Vic ny l ht sc quan trng trong nhng ngnh cng ngh k thut cao. Bn c th dng nhng ghi nhn hay bi bo ca nhng ngi ny nh mt phng tin xc nh s thnh cng ca bn. Hollywood x dng cng ngh ny to thnh mt b phim n khch, cng vy i vi ngnh xut bn cho mt cun sch "nng." Mi cch l nng bng
Mt qung co ca tp ch Fortune l mt v d v vic dng "s nng bng" lm mt yu t khc bit ha. Qung co ny dng mi cch l nng bng m Fortune c th d vo trong mt qung co nguyn trang trn The New Y ork Times. Trong c cc ghi nhn ca ngnh ngh v bo ch. C ghi nhn ca ngi tiu dng. C bn hnh thc mi lc khc nhau. V h kt thc qung co vi mt cu ch "Fortune, nng bng hn bao gi ht." Nhng ngi c c bit l Business Week v Forbes lm vic tt ra sao hay khng ? Khng. C l vn khng ? Khng. Tt c nhng g h bit l Fortune c v l mt tp ch ang nng v phi ang lm mt iu g khc bit.
CHNG 19
Vn 1 : Xao lng
phn trc, chng ti vit v Silicon Grahic v tnh lnh o ca h trong ngnh vi tnh cng nng cao. Nhng thay v nui dng v cng c tng khc bit "cng nng cao", h b p lc ca Wall Street buc phi m rng cng cuc kinh doanh ca h. Vi nhng nh phn tch, tnh ton cng nng cao ch l mt ch tr vi khng n 20% tng trng hng nm. iu ny n h n vi cc my vi tnh c nhn v nhng g km hn nhng h thng iu hnh cng nng cao Windows NT ca Microsoft. V nhng vic ny khng h tr c cho h bao nhiu. Khi bn ang l mt chic Porsche trong cc loi my vi tnh, bn khng nn tr thnh mt loi my vi tnh r tin hn. Bn cai tr ngnh kinh doanh cng nng cao bng cch li ko thm nhng khch hng mun tnh ton vi cng nng cao. (Hn na, c cng ty giu c no li mun tnh ton vi cng nng thp ?)
Robert Goizueta, cu iu hnh cao cp ca Coca-Cola, ni : "Trong bt ng sn l a im, a im, v a im. Trong kinh doanh l khc bit ha, khc bit ha v khc bit ha." Bn cng c cng tr thnh nhiu th, bn cng mt i s ch tm cn c v cng kh m khc bit ha sn phm ca bn.
ESPN tht c ng dy li ?
u tin, chng ta ESPN - mt tng sng ln - mt ging sn phm mi trong truyn hnh. V ri nhng ngi bt u ni lng tham, quyt nh m rng loi sn phm v ESPN 2 ra i. Khng r rng- nhng chng trnh ny l t hn. c lp vi ESPN, Classic Sports c gii thiu bi mt s ch c ng. Khi nim n cha ca knh truyn hnh th thao mi ny l nhm vo nhng s kin th thao ln trong lch s -mt loi hnh tng t nh mt knh lch s v th thao. ESPN nhn thy v mua ly knh truyn hnh ny. H c gi li ci tn i cng vi tng thnh lp nn n ? Khng may l khng - ESPN Classic c ra i thay th. M rng loi sn phm, mt ch tm, mt s hy hoi tnh khc bit. By gi mt khi ngi ta mun m xem ESPN, h phi t hi "ESPN no ? 2, Classic hay ?" V ri cu tr li tt nht cho cu hi ny c th l, "Qun n i. M Fox Sports."
iu s xy ra khi bn t gii thiu mnh nh mt ci g khc hn vi bn thn nh c nhn bit l s khc bit c bit ca bn s li tn. Bn s bt u che m i tnh cch ca bn. Nh bn c cc chng trc, tm tr c th mt i s ch tm. Th n, bn thc p ngi ta phi thay i tm tr v ci m bn l. iu khng bao gi c th l mt chin lc tt, khi con ngi rt ght phi thay i suy ngh c sn ca h. Nh nhng nh tm l s ni vi bn, thay i mt li hnh x c ngha l phi thay i mt nim tin.
Cui cng, bn c vn vi vic tr thnh mt ci g khc . N lc mi ca bn s khc bit ra sao ? u l nhng g bn c y nhim cho ci mi ? V cui cng bn s chn vi i mt tnh cch c bn hay s khc bit ca bn trong khi cng lc c nhng thi gian kh khn n lc bn cho c ci g mi ca bn. Bn c th no thnh cng theo cch ny ? Khng c v nh vy cht no.
t hn c th l nhiu hn
iu m c cng ty thng khng nhn thy l gi c s ch tm vo vic kinh doanh c bn ca h c th mang li hiu qu tt hn v lu v di. Nu Vvo sn xut ra loi xe an ton nht trn th gii, c l do g h phi chuyn sang vi xe th thao ? Tt hn l nhn quanh th gii v tm ra thm nhng ni cn n loi xe an ton. Bn c bao gi li xe trn mt con ng n cha ? Chc chn l bn s mun c mt chic xe thc s an ton hn. iu tng t cng xy ra vi mi con ng trn khp th gii b chen y vi nhng nhng ngi li xe u v rt t cnh st giao thng. Vi hin trng ca nhng con ng trn th gii ngy nay, chng ta khng nhn thy tnh an ton nh mt tng c gii hn. Chng ta nhn n nh mt tng s cn hin hu lu di. (C th, lc ny Ford lm ch ca Volvo, h s quay tr li vi sn sau nh ca h cng vi nhng tng khc bit ca h.)
v.v) Cc trm xng Campsa cng bt u m ra cc ca hng 7-Eleven mt s a im. Chng ti ngh h hy m rng cc ca hng ny n khp cc trm xng ca h cng nh cng lc gii thiu cc dch v mi ca trm xng trn bng thng bo. Mt v d thng thng l cc ct xng t phc v v tr tin bng th tn dng nh nhiu trm xng trn khp nc M. V cn na, Campsa hin ang ti tr cho mt chng trnh ua xe. Trong trng hp ny, chng ti ngh h ngng vic ti tr ny li v chuyn giao n li cho Repsol. V ng nhin, cc qung co ca Campsa nn cho ngi xem nhn thy cc hot ng phc v ca h trong sut 60 nm qua, va t nhc nh cho h nhng cng vic tuyt vi m h lm c trong thi gian . Mt thng hiu cho gi Thng hiu cui cng ny l mt thng hiu vng v r rng n khng c c nhng nhn thc mnh v n. Nhng b li, n c c mt khong trng hon ton sch s trong tm tr ngi tiu dng v c th c ti v th ha theo bt c cch no m h mun. Chng ti nhn thy mt kh nng cho tng lai ca Petronor nh mt thng hiu cho gi. Phng cch din t khi nim ny l : "Nhiu cy s hn vi s tin ca bn." C ngha l, thng hiu ny nn c t nhng a im c lu lng giao thng cao vi ct xng t phc v, gi thp, dch v hn ch v ch thanh ton bng tin mt. Bi vic gi cha tng l vn trong ngnh xng du Ty Ban Nha nn chc chn l thng hiu ny s nh hnh mt khi cuc chin gi c n ra. Quan im y l i khi bn phi thay i s vic ca ngy hm nay c th sn sng vi ngy mai. Kim sot ba phan on th trng chnh vi ba thng hiu khc nhau s h tr ln cho Repsol sn sng vi s thm nhp ca nhng cng ty du ha a quc gia. l cch m mt cng ty du ha ln ca Ty Ban Nha hoch nh vn l mt cng ty du ha ln Ty Ban Nha.
Thm ha ca ngi Hn
Daewoo l mt tp on thng mi sn xut ln th hai Hn Quc. V h , ch trong ng t k tc, trnh khi vic tr thnh mt tp on ln nht Hn Quc tng b ph sn vo thng 7 nm 1999. Ngi Hn Quc nho rng phng chm ca cc tp on Hn Quc l "t t m n lin cho n v tinh." Nhng li cho rng h c nhng thch th tri ngc l d kin thp cc vn . Daewoo kinh doanh t truyn thng, my tnh c nhn, xy dng, bo him, tu thuyn, khch sn, in t, xe hi n nhiu loi khc na. H chuyn n 25 ngnh ngh khc nhau. H ln mnh t iu t hi nht khi chnh ph c nhiu chnh sch ti chnh h tr cho tham vng m rng ca cc tp on.V trong khi cc t chc ny hc c cch lm sao sn xut ra hng ha h li khng th hnh dung ra cch lm sao bn chng i vi li nhun. Vi 50 t la n nn, khng nghi ng g v vic nhng con kn kn ang o vng ch mi trn v s cc mt hng ang oc bn tng bn tho i ca h. Tp on qu kh ny ang trong tnh trng tht lng buc bng ht sc nghim trng.
CHNG 20
Nhiu hn l t i
Mt khi bn nghin cu v cc ging sn phm qua mt thi gian di, bn c th thy rng thm vo c th lm suy yu i s ln mnh ch khng l h tr cho n. Vo thi hong kim ca n (1980), bia Miller cso hai thng hiu : High Life v Lite. Mi lc hng nm ca h l 35 triu thng. Ri h thm vo Genuine Draft. Nm 1990, mi lc h gim xung cn 32 triu thng, h tip tc thm vo nhiu thng hiu Miller na. Mi lc khng i n u trong khi Budweiser cng ngy cng mnh. Cui cng sau 20 nm thm vo, ph huynh ca n, Philip Morris, n v cho ban lnh o ca Miller ngh vic. (Ti sao li phi gi h li qu lu nh vy ?)
Cc chng cao bi ht g ?
Philip Morris bit v vn "nhiu hn l t i" v h tng nhn thy mt ln. iu tng t cng xy ra cho thng hiu l c u ca h : Marlboro. Trong mt n lc tip tc ln mnh, Marlboro gii thiu Marlboro Lights vo ng qu Marlboro. Ri h li tip tc vi Marlboro trung bnh, ri bc h, ri siu nh. V tht bt ng, ln u tin trong lch s, thng hiu ny bt u tt dc. V y, vn r rng : Cc chng cao bi khng ht thuc bc h hay siu nh. Philip khng phi l mt k di dt. H quay v ng qu Marlboro vi loi bao b trng truyn thng. Khng cn bc h hay trung bnh trong tm mt ca chng ta na.
Vn cn bn
Bn cng thm vo, bn cng c ri ro chn vi tng khc bit ha cn bn ca bn. Nu, nh trong trng hp ca Marlboro, n l mt hnh tng y hng v. Lm sao c th gi li thuc tnh ny mt khi bn bt u cung cp mt hng v khc hay mt hng v yu hn ? Michelob tng l mt lai bia nng, t tin v thnh cng. V ri h thm vo Michelob nh v Michelob khng nng . Thng hiu xung dc. Heineken, mt loi bia nng t tin khc, r rng hc c bi hc t sai lm ny. Loi bia nh ca h c gi l Amstel Light thnh cng mt cch tuyt vi vi mt tng khc bit trong sng : "Loi 95 ca lo cha tng c thng thc." c thi, mt cng ty tn Eveready c mt chin lc cung cp bt c mt loi pin no m bn mun. V ri Duracell c mt. H hy sinh tt c mi loi khc ch gii thiu loi pin Alkaline duy nht. Duracell tr thnh mt nh chuyn nghip v loi pin lu bn v mt thnh cng c khc bit ha. Nhng h vn xkhng phi l hng u v v vy khng c g mt. Nh bn nhn thy nhng chng trc, nhu cu phi ln mnh khin cho nhng ngi dn u th trng tr thnh d thng tn.Hu ht nhng thng hiu tht bi u tng c mt tng khc bit tt v ri t tiu hy v nhng phin bn thm vo. Chevrolet tng l mt loi xe gia nh c gi tr, ngy nay h l g ? (Khng ai chc chn.)
Porsche l ci g ?
Khi bn t ra cu hi ny, iu thng hin ra trong tm tr ca hu ht moi ngi l mt hnh nh ca chic 911 ni ting, mt chic 6 my, lm mt bng gi, my sau. Mt chic c in. Nhng thay v chp nhn hy sinh, Porsche quyt nh tung ra loai 928, mt chic xe my gia, 8 my, lm mt bng nc v c gi t hn. Vy hm nay, Porsche l g ? Mt chic xe t/r tin, 4/6/8 my, lm mt bng nc/gi, my trc/sau. Hay ni mt cch chnh xc hn l, khng r rng. Kt qu l mi lc b bao bc cho n mc vo nm 1993 gi ca nhng chic Porsche ch cn li bng mt phn mi ca chic 911 vo nm 1986. May mn thay, mi lc bt u tng trin tr li v mt phin bn c cp nht ha, r tin hn, bn c th on c, ca chic 911.
Thm ha a nng c v mi
Nm 1937, chng ta c my bay ln thng, mt phi hp gia trc thng v my bay cha bao gi bc ln khi mt t. Cng vy vi cc loi xe snh ng bay 1945 hay xe bay Taylor 1947. Nm 1961, Amphicar l phi hp u tin gia xe v thuyn. tng ny tht bi. (Ngi ta hnh dung rng h c th neo thuyn ca h li di
sng ri ln xe v nh trn b.) Trong thi gian gn y chng ta my truyn thng c nhn EO caAT&T, mt loi in thoi di ng, th in t, t hp c nhn v my tnh iu hnh bng vit. Ri Doc-it ca Okidata, mt loi my in xch tay, my tnh, fax, scan v sao y. V cui cng l PDA, mt my tng hp ca Apple. Tt c nhng th ny khng cn hin hu trong ngy hm nay. Trong trng hp ny, thm vo l cht.
Hy sinh sn phm. Ch ch tm vo mt loi sn phm l tt hn cch tip cn mi th cho mi ngi (ngoi tr khi bn c nhiu thng hiu khc nhau). Duracell vi loi pin alkaline, KFC vi g, Foot Locker vi giy th thao, White Castle vi bnh hamburger nh, Subaru vi xe hai cu, Southwest Airlines vi nhng ng bay ngn. Bn c th tr thnh khc bit nh l mt chuyn gia hay l th tt nht trong mt ging sn phm m thi. Hy sinh thuc tnh. Ch ch tm vo mt loi thuc tmiu vit nht ca sn phm k mt cu chuyn v nhiu thuc tnh khc. iu ny cho php bn l khc bit vi t cch l s hu ch ca mt thuc tnh c nhn bit. Volvo s hu ly thuc tnh an toan trong xe hi. Crest l ch s hu thuc tnh nga su rng. Nordstrom l ca dch v. Dell l bn trc tip. Sn phm ca bn c th c nhiu thuc tnh hn l mt, nhng thng ip ca bn ch nn ch tm vo mt thuc tnh m bn c u tin. Hy sinh th trng mc tiu. Ch ch tm vo mt phn on mc tiu trong mt chng loi sn phm cho bn kh nng l khc bit bng cch tr thnh mt sn phm c a chung trong phn on th trng . Pepsi cho th h tr. Corvette cho th h mun l tr. Bia Corona cho nhng ngi ang i n thnh cng. Porsche l cho nhng ngi thnh cng. Mt khi bn theo ui mt phn on mc tiu khc, bn c c nguy mt i nhng khch hng c sn ca bn.
D bn lm g i na cng khng nn qu tham lam m hy yn vi loi sn phm ca bn, thuc tnh ca bn v phn on th trng ca bn.
cm thy hy sinh l tt
Khi cc cng ty c ni l nn hy sinh mt iu g , h thng nn lng vi tng ny. D sao th cng khng mt ai mun phi hy sinh mt th g ri b tri buc trong mt th m h cm thy l mt th trng gii hn. Nhng chng ti dn h dn dn vi nhng tin tc tt p. Nhng th nh : Bn qung co ci g, bn bn ci g v bn t c li nhun vi ci g c th l ba vic hon ton khc nhau. Hy ly Burger King lm mt v d. H nn qung co "nng ch khng chin", bi v iu ny lm cho h khc bit vi McDonald. V mt khi khch hng n h c th phc v g hay chin hay bt c g khc. Ai quan tm n iu ny no ? Hn na, li nhun thc s li n t nc ngt, mt th m h khng cn phi qung co. Bn nm c tng cha ? Trong nhiu trng hp, vic hy sinh thc s nm ch bn qung b ra sao hay gt da thng ip ca bn
cch no cho chn th trng cng nh cho vic bn l khc bit ra sao. Mt khi bn li ko c nhng i tng tim nng, bn c th bn bt c th g m bn c. V vic bn t c li nhun t u li l mt vn khc na. V vy, vic hy sinh ch gii hn bn trong vic bn phi t gii thiu ra sao hp dn i tng tim nng ch thc s khng h gii hn bn trong nhng sn phm m bn bn mt khi i tng tim nng vo n ca nh ca bn. (FedEx vn c nhng gi hng khng cn phi chuyn thu m.) By gi bn cm thy th no, tt hn ch ?
CHNG 21
Chi vi n ngay ch ca n
Cng ging nh marketing, gn cng l mt cuc chi ton cu. Nhng ngay t sm, cc tay chi gn hc tp c mt iu m nhng nh marketing khng bit n : Chi vi n ngay ch ca n. tng ca vic marketing mt sn phm c tiu chun ha vi nhng thng ip cng hnh thc trn khp th gii ch l l thuyt thun ty, theo nh li ca hiu trng vin Hellenic v marketing Hy Lp. Mc d mt khi nim sn phm c th l ton cu nhng n cn phi thch ng vi nhng khc bit trong nn vn ha i phng, lut php v ngay c kh nng sn xut. S quan tm v nhu cu ca khch hng khng phi l nh nhau trn ton th gii. V cng khng nn b qua tnh cnh tranh ca a phng. Vo lc m bn ang tung cnh mt kia ca tri t th bn ny, mt cng ty a phng c th thc s l ch ca ci tng khc bit tuyt vi ca bn.
Nhng ci hon v
Phi, y c nhng yu t hon v cho i sng cng nh cho marketing. Du Olay l loi m phm u tin ni vi ph n rng h c th p vi bt c tui no, v tng ny n vi mi ph n trn ton th gii. Mt s cng ty c th chuyn i tnh nguyn bn v k tha quc gia ca chng thnh nhng tnh cch ton cu (mt khi h cn c tin thi bng ln ngn la ca h.) Levi Strauss v Disney xut khu i nhng gic m M. Chanel v Louis Vuitton gii thiu vi th gii s thanh lch ca ngi Php. Armani trnh din mt phong cch vi th gii. V Burberry thay mt cho nhng gi tr c knh ca ngi Anh. Nhng i vi hu ht nhng con ngi kh t ca th gii marketing, nhng ngi ang theo ui "mt ngi lng th gii," thc t khng h tr cho nhng gic m bao gi.
Vy tng khc bit ca loi bia thng hng ny l g ? Tiu chun ha hng v l mt vic. Karel Vuursteen, y vin qun tr ca Heineken, chp nhn rng tiu chun ha marketing l khng th dc. Vuursteen ni : "Chng ti khng tin l c th qung b cho mi nn vn ha theo cng mt cch. M v Ty u, bia l mt phn ca cuc sng, l mt th nc gii kht. c v Tn Ty Lan l mt th rt n ng. Nhng vi cc nc ng Nam n li gn nh l mt sn phm n tnh -mt th gi ru. V vy chng ti cho cc i din thng mi ca chng ti c t do trong mi v v qung co.
Khc bit n
y l mt vng t ca marketing khng tiu chun. Bn ngh rng bn s mang sn phm ca bn n y v nhm ly mt mnh ca tng lp trung lu m thi (260 triu ngi n.) Hy cn thn, khng c bao nhiu tin c tiu pha u. Thu nhp bnh qun ca mt ngi ch gia nh n ch l 833 la mt nm. Vi mc ny, mt ci truyn hnh r tin v mt ci my may cng r tin l tt c nhng g m ngi n c th chi ph cho gia nh. Chc chn l nhng ngi dn n vn c dng in thoi di ng nhng thng th h ghi nhn cc s in thoi gi ti v tm n mt my in thoi bn tr chuyn cho tn ph. T l x dng in thoi trung bnh ca ngi n ch l nm pht hng thng. c th sng vai vi th gii ny, bn phi lm ra nhng sn phm thch hp. Bn bn nhng th nh nhoi nh gi thuc l, ng kem nh rng vi gi ch vi xu M. Reebock ch n vi n vi nhng i giy chy gi 23 . KFC vi nhng ba n tit im v chay. McDonald th c Maharajah Mac (tht cu). GE-Godrej, mt cng ty M-Indo, nhn ra rng nhng tin nghi trong nh lm tng gi tr ca ch nhn v thnh cng ln bng cch sn xut ra nhng my lnh vi hnh dng b ngoi sang trng cho nhng phng khch. bn hng n , bn phi lm theo cch ca ngi n ch khng phi cch ca bn.
Mt cho tt c
Mt gim c dch v khch hng ca mt cng ty thit k ton cu ni : "Cch xy dng thng hiu nh nhau c xc nhn, nhng n khng th c ngha l nhng th khc nhau trong nhng th trng khc nhau. Nhng li ch c v l r rng i vi cc cng ty. H tit kim c trn t l. H ch cn mt t ngi cho vic suy nhg chin lc cho thng hiu." l vn ca vic ton cu ha ht mnh. Khu v thay i. S a chung thay i. Con ngi thay i. Bn c th khc bit ha bt c ni u. Nhng bn khng th khc bit ha mi ni vi cng mt tng.
CHNG 22
GN GI S KHC BIT CA BN
Nh bn va mi c trong cc chng trc, vic ham mun c ln mnh khng ngng thng dn ti ci by l"mi th cho mi ngi." iu ny c ngha l, khng cn s khc bit. (Chng ti s khng lm cho bn phi chn nn vi nhng v d khc na.) Nhng y vn cn nhng hng dn quan trng gn gi s khc bit ca bn -nhng hng dn s gi bn khi lang thang vo nhng chn hoang d v ri lc li.
Nh li s khc bit ca bn
Mt khi cng ty v thng hiu c hnh thnh, vic qun tr lun phi bao gm trong yu tnh ca s khc bit ca sn phm hay dch v m bn bn. Nhng vi thi gian v nhng cung cch qun tr mi xut hin, s khc bit c th b th mng cho s ngang ngnh ca nhng ngi mi vo cuc chi v nhng k c lin h s ho tn. D sao bn cng phi tm ra con ng gi cho c ci hiu bit v s khc bit ca bn vi nhng th h qun tr tip theo. Bn khng th cho h lc li khi chin lc nh hnh. chnh xc l iu m GM lm vi nhng thng hiu ca h khi, v nhng l do ti chnh, h bt u lm cho chng tr thnh tng t nhau v vi gi gn nh nhau. Ci k c lc hng ny d dn n s suy gim nhanh chng ca mi lc v th phn.
Cu chuyn ca Sears
Sears l mt nh bn l huyn thoi ang nm di p lc ca cc cuc tin cng t mi pha. Wal-Mart, KMart, Target, Home Depot, Ames, Circuit City v v s nhng nh bn l khc ang lm cho cuc sng v tng lai ca h tr thnh v cung kh khn. L khc bit l ht sc kh khn trong mt th gii bn l qu . Nhng h lm iu th no ? Nu bn c tm hiu v Sears, bn s bit rng h l nh bn l u tin v duy nht to thnh nhng thng hiu chnh : trang thit b Kenmore, cng c Craftsman, pin Diehard, bnh xe Roadhandler v sn Weatherbeater. Chng l nhng sn phm tuyt vi vi gi hp l v c bo hnh y . V tt c ch c bn ti Sears. Kch s cng cho bn thy l nhng th to nn s khc bit cho Sears. Bi vy, tng lai ca h ph thuc vo vic gn gi sc mnh cu nhng thng hiu trn v tip tc nhng g h lm trong qu kh. Xy dng thm nhng thng hiu mi. Nh li nhng g lm cho h thnh cng l cha kha khc bit ha ca Sears.
yn vi s tri ngc
Bob Lutz, ch tch ca Chrysler, vit mt cun sch tn l nhng ngi gan gc (Guts). C mt chng trong l ng gi cho c mt cun sch, n c u l "Khi mi ngi u lm iu , ng lm." Chng ta khng th no ni c tt hn na. L khc bit lun i hi cch suy ngh "i ngc li". Bn phi co s s gan gc dm i ngc li vi nhng g c coi l khn ngoan truyn thng thng thng. Nh chng ti vit trong nhng chng trc, khi chng trai mi chn tui tn l MIchael Dell khi u ci cng ty my tnh b nh ca anh ta, anh ta bit rng mnh khng th cnh tranh vi nhng cng ty hnh thnh ginh ly nhng k trng by trong nhng ca hng. Hn na, quy lut ca ngnh cng nghip lc l, cc my tnh phi c by bn trong nhng ca hng. Mi cng ty u tin rng khch hng khng th tin tng vo mt cng ty bn hng qua th vi nhng loi sn phm hin i nh vy. Michael Dell nh quy lut. Anh lm ng vi nhng khn ngoan trong ngnh ngh v marketing trc tip sn phm ca mnh. Khng bao lu sau, anh dng nn mt cng ty t gi hng t la. Hu ht cc t chc u tin rng con dng thnh cng l lm theo nhng ngi d thnh cng trong mt ngnh cng nghip no . V t ngh h a xa lnh tng khc bit ca h tm n vi nhng cuc kinh doanh m mt i th c sn trong tay. Pepsi tung ra "th h mi " ca h nhm vo mt trng tm mi ngi. Burger King n vi cc em nh thuc v McDonald Ci m cc cng ty ny khng th xc nh l, "mt khi i nghch th phi lun i nghch."
Nht qun
Mt khi bn thip lp oc ci lm cho bn khc bit, cng vic tip theo ca bn l phn nh s khc bit ny trong mi hot ng ca bn. Vic nh hng ny s khng ch tc ng n khch hng ca bn m cn c n nhn vin ca bn na. Tnh nht qun n di nhiu hnh thc. Mt hnh thc l nht qun vi thng ip qung b ca bn. Cc cng ty thng pht trin mt thong ip khc bit ha hiu qu nhng n gin c qung b trn cc qung co ca h. Nhng b phn quan h cng chng li thng dn theo mt hng khc. V ri bn c nhng ngi qung b ca bn mun lm vic ny theo ca h, cng tng t nh nhng nhng ngi trung gian ni chuyn vi cc c ng v Wall Street. Thay v mi nhm cng hot ng trn mt tng chuyn nht, h li mun lm theo tng ring ca h c thun li cho cng vic ca h ch khng phi cho cng vic ca nhng ngi no khc. Ngi duy nht c th gi cho mi ngi cng lm vic theo mt hng l v gim c iu hnh. ng ta hay b ta cn phi gi cho mi ngi
Nhng gp g nng u
Nu, nh chng ti vit phn trc, Burger King chp nhn nh hng vo nhng a tr ln hn, ngi ch tch hi ng qun trcn phi i n nhng ca hng nhng quyn ca cng ty chc l h loi b hon ton loi phn n cho tr em. Ngi ny phi ni r vi nhng ngi sn xut, "Khng c nhng phn n tr em na," v vi nhng ngi qun b, "Khng lin kt vi Disney na." Ngi cng s phi gp g vi nhng ngi lm qung co cho h v ni, "Chng ti l ch cho nhng ngi ang trng thnh, McDonald l ch cho tr em. Mi thng ip ca chng ti cho mt tng lai c th d kin u phi chuyn ch theo tng ny." Cui cng, ng hay b ta cng phi c ly can trng n vi Wall Street v nhng ch c phn v gii thch ti sao cng ty phi ri khi phn on th trng tr em v gia nh. (Tt c nhng vic trn l nhng th nhc u, v cng chc chn l l do m cng ty ny t chi theo ui chin lc m chng ti gii thiu vi h nhiu nm trc.)
Gi lin h
C nhng thi gian m bn cn phi thay i v th ca bn. Th trng chuyn i ngay bn di bn v bn cn phi thay i tng khc bit ha ca bn hay l bn s cht. l iu gi cho Lotus sng st sau khi Microsoft ginh mt Excel cho Windows. Nhng iu ny thng ch l mt ngoi l, n khng phi l quy lut. Nhiu hn l khng, chng trnh ca bn nn l mt n lc khng ngng gn gi v ngay c ci tin s khc bit ca bn. Thay i bi v nhng thay i ca th trng l mt vic. Thay i v mc ch thay i li l mt vic khc. iu ny xy ra khi bn theo ui vic pht trin khng ngng tr. Tin hnh nhng bin tu khng ngng ca sn phm, ch thc y mi lc, ch lm cho ri tung cc k hng ln v chuyn giao cn cn quyn lc cho nhng ngi bn l, nhng ngi thc s l ch nhng k hng. (Hy ngh n khu vc thuc ho, thuc cm trong mt siu th. c qu nhiu bin tu sn phm khin cho bn khng th tm ra c chnh xc th m bn mun tm.) Theo ui vic m rng khng ngng ging sn phm ch t c s lng ln hn l t xa m nhn thc thng hiu trong tm tr ngi tiu dng v m rng cnh ca n mi nhng i th khc bit hav chuyn bit ha tt hn.
Khng ch ngi
Ci m iu trn biu t l th trng l mt chn lun thay i v bn cn phi lun chnh sa s khc bit m bn c. Toys "R" Us sng to ra mt hnh thc c nht -mt nh kho vi mi loi chi m bn c th tng tng ra. N lm cho cc i th gn nht ca n i n ch ph sn v bng kn cnh ca th trng li. V nhng g xy ra k tip c m t y trn tp ch Fortune : Nhng ri th gii li tip tc i thay. Ngy nay Toys "R" Us c nhng i th sng s : Wal-Mart v mng Internet. Wal-Mart cng bn cc loi chi c Toys "R" Us v vi gi r hn. Mt b m ang vi v o qua nhng dy k Toys "R" Us ni vi chng ti, "Ti khng thng n y. Ti thng mt vi mn chi no khi ti mua sm Wal-Mart." Cn c nhng g m bn khng th tm thy Wal-Mart, bn c th d dng tm thy chng trn eToys hay Amazon.com. Bt hnh thay, Toys "R" Us vn bm vo vi nhng h v ca vng ho quang c v vn khng chu thay i i hnh thc bn hng ca h. H khng m rng s khc bit ca h. Ngy nay, Wal-Mart bn c nhiu chi hn l h v Toys "R" Us c th xt n ngh ca tp ch Fortune v i tn thnh Toys "Were" Us.
Pha l Waterford l mt trong nhng thng hiu ni ting nht trong chng loi sn phm ny. Nhng nhng hng pht trin gi khin cho h tr thnh mt ging sn phm "Rolls Royce" : tuyt p nh cng tuyt mc. Vi gi 40 cho n 50 ch mt ci ly, v vic nh v tim tng tro thnh mt yu t ni ti mnh m. y khn gc nhng loi pha l r tin hn cho bn chn la (hay lm b). H ch nn ngi yn hay c cch no khc vt qua vn gi c ny ? ngh ca chng ti l m rng s khc bit ca h. Chin lc l gii thiu mt "chng trnh thay th sut i." iu ngh l mt sn phm thay th khi b v vi gi thp hn, bng na gi trn danh mc sn phm. Chng trnh ny cng n gin. S ha n mua hng s c lu li, khi mn hng b nh b nhn hiu Waterford v con s ny s c gi tr v xng sn xut v mt sn phm thay th s c gi n cho khch hng vi gi ch bng mt na trc kia. Chng trnh ny l kh th, bi n loi b c trung gian l ngi bn l. Khi nim m rng ny c th c din t bng cch v th ha Waterford nh mt "mn u t c i." H c lm nh v khng ? Khng, thay v vy h gii thiu mt thng hiu m rng Waterford r tin hn. Lun l y v trong cu chuyn ca Toys "R" Us l s tin ha i hi phi thay i khng lun l mt th m ngi ta hn hoan cho n.
CHNG 23
Mt nh hng
Vy phi lm g c th hon thnh cng vic ? Bi bo ca Fortune cho l, "Nhn s trc, chin lc sau." Trn thc t, chin lc l gn mt na cuc chin. C g xy ra vi vic c mt tng trc ri mi t chc nhn s v gung my bin tng o tr thnh hin thc ? Mt tng chin lc -mt tng khc bit ha-l mt na ca cuc chin, nu khong mun ni l mt na quan trng ca trn chin. Khng c c mt tng mnh m, tt c nhng kch hot v k nng con ngi u khng th h tr g y c. Vn vi bi bo nh trn l Fortune cho nhng bc thy v mt cng ty t vn to ra mt trng hp ca mt iu khng tht ng. V cn t hn na l n h tr cho ngi ta tip tc coi r mt chin lc tt.
iu g thc s sai lm
Bn c th nhanh chng nhn thy nhng g s xy ra. Mt nhm nhng nh iu hnh khng c nhng vn iu hnh, h ch c nhng iu nn lm v khng nn lm. Nhng ngi ny b bao bc bi mt m nhng gim c t tin trang b vi nhng ngh sng r v nhng ha hn khng l. Vn thc s i vi nhiu cng ty l ngi ch tch hi ng qun trthng khng tham d thc s vo qu trnh chin lc ca cng ty. Khi chng ti trnh by chin lc "64 bt" vi DEC, chng ti khng th nhn thy Bob Palmer quanh u gn chng ti. ng ta khng n vi nhng cuc gp g tng t. ng ra, ng ta nn c mt, mt ch tch hi ng qun trcn phi hiu c nhng g c trnh ln trn bn ca ng ta va nhng yu cu ca chnh ng ta l g, nu ng ta c mt yu cu no . Hu ht nhng bin chuyn ln u l th thch vi nhng cuc kinh doanh ln. V kt qu thng l h t chi p nhng tng mi. Peter Drucker gi iu ny l "x t nhng c hi ca tng lai v tc ng ca ngy hm qua."
Mt vn khc m bn c th gp l "tnh c nhn" trong cc gim c iu hnh v c quan qung co ca bn. c th l mt tng ng quan tm t bn ngoi trn bn giy nhng chng c th c vn vi nhng ngi thc hin chng. H t nh : "Nu mnh chp nhn mt tng ca ngi khc, cp trn ca mnh s coi thng mnh." y chnh l mt trng hp ht sc kh khn. Chng ta s pht hin ra rng, thay v chi b hon ton nhng tng t bn ngoi o, nhng ngi ny lai thm tht tng ca h vo v th l h c g ni. Vic ny cng tng t nh thay i nhng nguyn liu ca mt ci bnh -bn vn c mt ci bnh nhng mi v khng cn nh ci bnh trc na.
T lm ci ca mnh
Khi bn nghin cu nhng ci thnh cng, bn s thy l nhng ngi ch tch hi ng qun tr tt nht thng t iu hnh cc chin lc ca h. Herb Kelleher ca Southwest Airlines, mt hnh hng khng c th ni l thnh cng nht trong ngnh, iu hnh ly chin lc ca mnh. Khng ai c th l tt hn trong vic l khc bit nh Herb. Jack Welch chc chn l khng th c mt tham d v tham gia thc s vo tt c nhng cuc hp chin lc kiu nh trn c. Nhng ng ta c c nhng y vin qun tr trong tay thc s lu di. Hu nh tt c nhng y vin qun tr ca ng ny vi nhng cng vic hon ton ring bit u li vi v tr ca mnh lu di (trung bnh l mi hai nm). ng ta hon ton tin tng vo nhng y vin qun tr ca mnh trong vic hnh dung ra th no l khc bit ha. John Schnatter ca pizza Papa John t iu hnh chin lc ca ng ta v nh chng ta c th d on, Bill Gates ca Microsoft cng vy. V chng ta cng chc rng Martha Stewart t iu hnh ch trang tr mau chng ln rng ca mnh. Tt c u l nhng nh doanh nghip tr v khng trao ph chin lc kinh doanh ca h v tay nhng nhn vin iu hnh trung gian. (Bn c trch c h v iu ny khng ?)
HT