1. c im th trng: a.

Th trng mc tiu: Th trng mc tiu cho hng thi trang nam cao cp Lare Boss l nhm khch hng c thu nhp cao, c nhu cu hng th v th hin bn thn ln. Bn cnh l nhm khch hng tr, l hc sinh, sinh vin gia nh kh gi hoc mun th hin v khng nh ng cp bn thn. b. Mc sng, phong cch/kiu sng Mc sng ca nhm khch hng mc tiu kh cao, h c mong mun th hin ng cp ca mnh. L nhng ngi thnh t v bn rn, khch hng thng khng c nhiu thi gian la chn sn phm. Chnh v th h thng tin tng v la chn sn phm ti nhng ca hng thi trang danh ting, ni c cc sn phm mu m p, cht lng m bo v tc phong phc v chuyn nghip. Mt b phn khch hng tr tui (hc sinh, sinh vin) cng thch s dng hng hiu nh mt phng tin to phong cch n tng, ni bt. c. Gii tnh, tui Thi trang Lare Boss hng ti nhng khch hng nam gii trng thnh t 16 tui tr ln. Tuy nhin, c th hng ti khch hng l n gii, v h thng c nhu cu mua sm cho gia nh v ngi thn. d. V tr a l V l hng thi trang cao cp nn Lare Boss s ch yu c tiu th ti cc thnh ph ln, ni tp trung phn ng tng lp doanh nhn, tr thc thu nhp cao cng nh cc trng hc t tin. Mt s ngi c thu nhp cao cc a phng cng c nh gi l khch hng tim nng, nhng vic khai thc cc a phng kh kh khn. Tuy vy, nhng khch hng ny cng thng xuyn i mua sm cc thnh ph ln. V vy c th tp trung pht trin h thng showroom, ca hng cc thnh ph ln, nhng khng qun qung b thng hiu ti cc a phng khc. 2. ln th trng: Do nhu cu v thi trang kh a dng, c nhng ngi c yu cu thc s cao v sn phm may mc, nn th trng thi trang cao cp khng lo ngi v s pht trin lu di. Ngi ta lun c nhu cu th hin v khng nh bn thn. c bit, Vit Nam, c mt tng lp nhng ngi c thu nhp cao v mun ni bt trong x hi. S dng trang phc hng hiu lun l mt trong nhng s la chn hng u ca h th hin mnh. Tuy s lng nhng khch hng nh vy khng nhiu, nhng tim nng khng phi l nh. Vit Nam l mt quc gia ang trong qu trnh pht trin, nn s lng ngi c thu nhp cao s cn gia tng, bn cnh , nhu cu s dng cc sn phm c danh ting v cht lng m bo s cng ngy cng tng. Chnh v vy ngnh thi trang cao cp dnh ring cho nam gii s c nhiu c hi pht trin c trong ngn hn v di hn. 3. Khch hng tim nng Khch hng tim nng ca thi trang nam cao cp Lare Boss l nhng ngi thnh t, c thu nhp cao v tng lp thanh nin snh iu, c phong cch ni bt. Thng nhng khch hng ny tp trung cc thnh ph ln. H mua hng th hin ng cp v ti sn ca bn thn. Mi quan tm ca khch hng khi mua hng l c c sn phm c danh ting, c cht lng cao, c mi ngi tha nhn v ngng m. Hu ht cc khch hng khi mua nhng sn phm ny s khng bn khon v gi c, nhng h c yu cu rt cao v mt mu m, cht lng v dch v bn hng cng nh uy tn ca thng

hiu. 4. i th cnh tranh a. M t i th: i th cnh tranh ca Lare Boss c th nhc ti l rt nhiu hng thi trang ni ting ca nc ngoi hin ang c mt ti Vit Nam nh Levis, Louis Vuitton, Pierre Cardin, Kalvin Klein, Lacoste, Gucci, Milano Tt c u m chi nhnh v ca hng ti Vit Nam v u ang hot ng tt. Mt s hng khc nh Bvlgari, Giorgo Armani, c nhp khu theo hnh thc xch tay vo trong nc t cch y kh lu. b. im mnh v iu yu: Tt c cc hng thi trang cao cp ti Vit Nam hin nay u thm nhp th trng t lu, theo ng tiu ngch trc khi chnh thc c mt v m rng quy m. Hnh nh ca thi trang cao cp c khng nh ti nhiu quc gia trn th gii, v vy n c n nhn mt cch d dng ti Vit Nam. y l li th chung ca dng thi trang cao cp, v iu ny gip gim bt kh khn khi gii thiu thng hiu n vi khch hng. Hu ht cc sn phm thi trang hng hiu u c nhp khu t nc ngoi v phn phi ti cc ca hng ln, cc showroom cng nh c nhp l ti cc ca hng bn xch tay. Tuy hin nay cc hng thi trang hng hiu c mt Vit Nam, nhng nhn chung nhu cu dnh cho thi trang cao cp vn cn cao v th trng cha bo ha. Khch hng cng cha hon ton trung thnh vi mt hng thi trang nht nh, chnh v vy c c mt th phn l mt iu khng hon ton kh nhng gi c th phn l mt vn khng d dng. Bn cnh , khch hng vn cn e d khi mua hng ti cc ca hng l t do s mua phi hng gi. Chng ta c th tn dng im ny v tung ra th trng sn phm trn danh ngha nh phn phi c quyn chnh thc to ra li th ln cho Lare Boss v s chim c lng tin ca khch hng khi mua sn phm. c. Nhng t chc khng phi l i th: C mt s hng thi trang ch chuyn kinh doanh trang phc n gii nh NEM, Bebe, BCBgirls, Miss Sixty khng c nh gi l i th cnh tranh. Ngoi ra nu c s hp tc hp l, chng ta c th s dng hai thng hiu h tr nhau trong kinh doanh. 5. nh v sn phm: Sn phm Lare Boss l sn phm thi trang cao cp dnh cho nam gii. Chnh v vy, trong tng lai, sn phm phi ng trong danh sch cc sn phm thi trang hng hiu, c mt lng khch hng trung thnh v c nh hng trn th trng. Trong tng lai, thng hiu Lare Boss nn c nhn nhn l thng hiu: - C sn phm cht lng cao nht. - Hp thi trang, sang trng, lch lm nht. - C dch v tt cho cc khch hng c mua/s dng sn phm. - C uy tn, ng tin cy. 6. Tip th, qung b a. Nghin cu th trng: Th trng thi trang cao cp rt c tng lai pht trin ti Vit Nam do Vit Nam ang hnh thnh tng lp c thu nhp cao v n nh. iu tt yu l nhu cu dnh cho cc sn phm danh ting, c cht lng cao cng khng ngng gia tng. Bn cnh , gii tr hin nay cng c nhu cu s dng hng hiu, hng c, v vy khai thc tt mng th trng ny s c c mt lng khch hng trung thnh v lu di. b. Pht trin sn phm: Bn cnh kiu dng v cht lng ca sn phm, khi tung ra th trng sn phm thi trang nam

cao cp Lare Boss, cn phi ch xy dng hnh nh chuyn nghip, nng ng, th hin ng cp cao, ng thi phi xy dng c mt phong cch ring bit, c o v c sc hp dn vi khch hng. Bn v phn phi: sn phm c by bn ti cc showroom, cc ca hng chuyn bn sn phm danh ting v cc sn phm xch tay t nc ngoi. c. Qung b sn phm: C th s dng nhiu phng php pht trin hnh nh ca sn phm v a tn tui thng hiu Lare Boss n vi khch hng. + Qung co v vit cc bi PR trn mng internet, trn cc tp ch uy tn v thi trang v tiu dng. Phng php ny gip a tn tui thng hiu Lare Boss ti khch hng. + Tham gia sp t sn phm trn nhng chng trnh truyn hnh, cc n phm, tp ch: vic nhng ngi ni ting s dng sn phm s c nhiu nh hng n quan im thi trang ca ngi tiu dng, c bit l vi gii tr. + S dng marketing truyn ming qung b sn phm. Dng sn phm cao cp thng c mt nhm nhng ngi tiu dng s dng v nu ng h s gii thiu sn phm ti ngi quen, bn b + Thc hin cc chin dch khuyn mi tng qu trong cc dp l tt. 7. Phng php bn hng Vic bn hng c giao cho nhng nhn vin bn hng chuyn nghip, c o to mt cch bi bn v phong cch, thi phc v. Nn c ch hu mi tt, xy dng c mi quan h tt vi khch hng s gp phn gi c chn khch hng. Thng xuyn lng nghe thng tin phn hi ca khch hng v cht lng sn phm v dch v chm sc khch hng c nhng iu chnh ph hp. a. Knh bn hng Do Lare Boss c nh v l sn phm thi trang cao cp, nn khng th ty tin phn phi sn phm cho cc ca hng bn l. Hnh thc tt nht bn hng l m cc showroom bn hng ti cc ca hng, ng ph ln, ni tp trung nhiu thng hiu ni ting. Giao hng cho nhng ca hng chuyn bn hng hiu hoc cc ca hng bn hng xch tay t nc ngoi cng l mt la chn ng lu . Ngi tiu dng thng thch mua nhng sn phm c rao l xch tay trc tip t nc ngoi v v cho rng nhng sn phm ny cao cp v ng tin cy hn cc sn phm c by bn rng ri trong nc. y l mt phng php bn hng l mt cch hiu qu, v nhng ca hng xch tay thng c phng php tip th truyn ming rng ri. b. Phng php bn hng Bn hng trc tip ti showroom, bn hng qua mng, bn hng qua cc ca hng chuyn bn hng hiu, cc ca hng bn hng xch tay c. iu kin thanh ton Thng thng s s dng phng php thanh ton ti ch nh tin mt v cc loi th thanh ton khc. Vic cho php s dng cc loi th tn dng cn gp phn th hin s chuyn nghip v ng cp ca cc ca hng, gip cho khch hng cm thy thoi mi v tin li. 8. Phn phi Thi trang nam cao cp Lare Boss c phn phi qua cc knh chnh nh sau: Qua cc showroom chnh hng. Qua cc ca hng chuyn kinh doanh thi trang hng hiu v cc ca hng chuyn kinh doanh hng xch tay t nc ngoi. Qua mng internet: s dng thng mi in t bn hng trc tip cho ngi tiu dng. Tuy nhin, vi thi trang cao cp, ngi tiu dng thng thch i mua

nhng ca hng truyn thng hn v h mun t mnh kim chng sn phm.