CNG N TP MN QUN TR MARKETING

Cu 1 (5 im) Chng 4 trang 88

Ty theo vai tr v v th ca cc cng ty trn th trng mc tiu, cng ty c th
theo ui cc chin lc marketing cnh tranh sau: chin lc ca ngi dn u th
trng, chin lc ca ngi thch thc th trng, chin lc ca ngi theo sau th
trng hoc chin lc ca ngi np gc th trng. Anh (ch) hy chn mt doanh
nghip vi sn phm c th v tin hnh phn tch chin lc marketing cnh tranh.
Dn du th trng: McDonalds, Coca Cola, IBM, Wal Mart, GM
Thch thc th trng: Pepsi (Coca Cola), Compaq (IBM), Yamaha (Honda),
Viettel (Mobifone), Toyota (GM), Colgate (P&G),
Vinasoy: np gc th trng.
Chin lc Marketing theo v th cnh tranh trn th trng

Trn th trng trong mt giai on nht nh vi trnh k ngh nht nh hnh thnh mt s hng nm
vai tr l: ngi ng u th trng, l hng thch thc th trng, cc hng i theo hay hng np gc.
i vi mi mt loi hng c th hnh thnh nn mt s chin lc ring bit nh sau:
Vi cc hng dn u th trng, h phi bo v th phn hin ti ca mnh hoc lm tng th phn ca
mnh, phi phng th tch cc trc nhng tn cng ca cc hng khc c bit l nhng hng thch thc
th trng. Cc chin lc phng th c s dng nh:
+ Phng th v th, y l chin lc hay c s dng nhm duy tr v tr ca mnh bng tt c nhng n
lc Marketing mix v bng cc ngun lc bn trong ca hng.
+ Phng th mn sn l mt kiu chin lc khc m hng dn u th trng c th la chn khi tp
trung vo vic bo v nhng im yu c th v h thng phn phi hay mc gi cao.
Ngoi ra hng c th s dng mt s chin lc khc ty thuc vo iu kin ca mnh cng nh mc
cnh tranh trn th trng nh chin lc h th trc, chin lc phng th bng phn cng, chin lc
phng th c ng, chin lc co cm.
Vi cc hng thch thc th trng, h l nhng hng c nhng u th nht nh v kh nng ti chnh, k
thut. V vy cc hng ny thng p dng nhng chin lc Marketing th hin t th tn cng cc i th
cnh tranh. Cc chin lc thng c la chn l:
+ Chin lc tn cng trc din: y l kiu chin lc mnh m nht nhng i hi chi ph cao nht.
Theo chin lc ny cc hng thch thc th trng trin khai tt c cc hot ng Marketing c th tn
cng i th.
+ Chin lc tn cng mn sn, i hi hng phi tm ra im yu ca i th cnh tranh.
+ Chin lc tn cng ng vng, l chin lc cnh tranh gin tip trnh c s i u gia cc hng
vi i th cnh tranh. Cch thc th hin ca chin lc ny l a dng ha sn phm, tham gia vo nhiu
on th trng hoc s u t nhy vt v cng ngh.
Vi cc hng i theo, h phi trnh s i u trc tip ca cc i th cnh tranh l cc hng dn u th
trng. Cc chin lc p dng ph bin l:
+ Chin lc theo st, theo chin lc ny cc hng i theo c gng bm st cc hng dn u cng nhiu
cng tt nhng khng to ra s nghi ng, t cc hng dn u.
+ Chin lc theo sau c khon cch, thc hin theo sau nhng c mt s khc bit bng mt s s thay i
v th trng, sn phm, phn phi, gi c
+ Chin lc theo sau c chn lc, chin lc ny tp trung vo mt s on th trng c kh nng thu li
nhun cao.

Vi cc hng np gc. Cc hng np gc l cc hng nh c vai tr lp ch trng trn th trng. Hng

theo ui chin lc ny phi xc nh nhng khong trng c th tho mn vi cc yu cu nh quy m
ln v c th em li li nhun; c tim nng tng trng ng k; cc hng cnh tranh khng bit hoc b
ri; ph hp vi kh nng ca hng.

Tn cng ng vng
Vu hi l mt chin lc gin tip nht trong nhng chin lc cng kch. N c ngha l
i vng qua i phng v tn cng vo nhng th trng d dng hn m rng c s ti
nguyn ca mnh. Chin lc ny c ba hng: a dng ho sang nhng sn phm khng c
lin quan a dng ho sang nhng th trng thuc a bn mi v nhy vo nhng cng
ngh mi gt b nhng sn phm hin c.
S chuyn bin mnh m ca Colgate s dng hai nguyn tc u. Hoa K ni
chung Colgate b khn kh v bn tay ca P & G. Khi David Foster tip qun chc gim
c iu hnh vo nm 1971, Colgate ni ting l ngi kinh doanh x bng v cht ty ra
cng rn. Vo nm 1979, Foster bin cng ty thnh mt tp on vi 4,3 t USD, Foster
tha nhn mi chuyn i u vi P & G v ngha. Foster ni: H c d tr vt t gp
ba chng ta v c s cn b nghin cu gp ba s ngi ca chng ta. "Chin lc ca
Foster rt n gin - tng cng v tr dn u ca Colgate hi ngoi v n trnh P & G
trong nc bng cch a dng ho sang nhng th trng khng phi ca P & G. Hng pht
trin l cc sn phm dt v phc v bnh vin, m phm, v mt s hng th thao cng nh
thc phm. Kt qu l: Vo nm 1971, Colgate cn thua km P & G v mc kinh doanh
ch mi bng mt na ca h. n nm 1976, mc kinh doanh bng ba phn t ca h,
th nhng cng khng d chu i vi P & G v hon ton khng dm i u vi h.
CC I TH CNH TRANH TRN TH TRNG XE MY CA HONDA VIT NAM
Trong nn kinh t th trng, cnh tranh l mt vn khng th trnh khi i vi bt k mt
doanh nghip no. Cho d doanh nghip ang tin hnh kinh doanh bt k mt lnh vc no th
vn cnh tranh lun song hnh vi s tn ti v pht trin ca doanh nghip . i vi th
trng xe my Vit Nam cng vy. Trong nhng nm gn y, trn th trng xe my Vit Nam c
rt nhiu nh cung cp. H c nhng im mnh ca ring mnh v ang tng bc khc ha, khng
nh uy tn ca mnh trn th trng xe my Vit Nam. Tiu biu l s ra i ca cc cng ty lin
doanh xe my. Sn phm ca cc cng ty lin doanh ny rt a dng v phong ph. Cc i th
cnh tranh ch yu ca Honda Vit Nam trn th trng xe my l Yamaha, Suzuki, SYM, Piaggo.
1. i th cnh tranh trc tip Yamaha
Yamaha gia nhp th trng xe my sau HVN mt nm, vi li th quy m v vn u t ln.
Yamaha lun cnh tranh quyt lit v ginh git th phn ca HVN. Tuy l k n sau nhng
Yamaha chim c v tr tng i vng chc trong th trng xe my Vit Nam. Sn phm ca
hng c nhiu ngi a thch c bit l gii tr.Yamaha tung ra th trng vi nhiu loi xe t
xe s, xe phanh a, xe ga vi kiu dng mu sc rt tr trung v a dng. Cc kiu xe ga ca
Yamaha nh Mio Amore, Mio Maximo, Mio Classical u c thit k nh gn, sang trng, gi c
va phi, dao ng t 16 18 triu ng, n rt ph hp vi ph n Vit Nam, c bit l i vi
cc bn n. Bn cnh xe ga dnh cho n gii, Yamaha cng kh thnh cng cho vic thit k xe ga
dnh cho nam gii chnh l Nouvo. Xe c thit k vi phn u v thn xe th hin s mnh
m ca nam gii, nh nhng lt ga nhng vn th hin s dng mnh ca mnh. Ngoi ra th
Yamaha cng cung cp trn th trng cc xe thuc dng xe s nh Jupiter, Sirius . Cc loi xe
ny hin ang rt c a chung trn th trng c bit l gii tr.

-Mc d khng th cnh tranh vi Honda (Honda Vit Nam) v cht lng: bn.., tit kim
nhin liu nhng yamaha li c li th hn Honda Vit Nam v chng loi. Chng loi ca hng
ny rt phong ph v a dng, rt hp thi trang.
-Yamaha Motor Vit Nam cn c chin lc qung co, tip th rng ri, c hnh thc mua tr
gp vi li sut hp l nhm thu ht khch hng; ti tr 3 nm lin tip cho gii bng thiu nhi,
nhi ng ton quc t nm 2007-2009 vi khu hiu V tng lai bng Vit Nam; ng hnh
cng vi chin dch xanh; tham gia hi trr vi chng trnh trin lm More Yamaha nm 2010
Bun M Thut; s dng h thng i l v chm sc khch hng rt tt bao gm Yamaha Town ,
i l 3S, i l 2S .
-Nhng sn phm ca cc hng ny thng c gii tr a chung bi Bn thnh lp mt
trung tm ti Bng Cc (Thi Lan) vi chc nng nghin cu pht trin cc loi xe my bn trn
th trng Chu v Vit Nam (ng thi ny xut pht t thc t, trn th trng Chu ang
din ra s cnh tranh gay gt khng ch v cht lng gi c m c v kiu dng ca xe)
-Nh vy, sau mt thi gian hot ng Yamaha Motor Vit Nam tm thy th mnh ca mnh
v ang tng bc khng nh sc mnh trn th trng xe my Vit Nam.

Yamaha Nouvo mi v Air Blade - cuc chin khng hi kt

Hai i th tuy chung mt chin trng, mi chic li mang nhng im mnh ring, hng n i
tng khch hng khc nhau.
Sinh sau mun hn 5 nm so vi Nouvo, nhng Air Blade li nhanh chng chim c th phn phn
khc xe tay ga c trung nh chin lc pht trin sn phm c trng ca Honda. Nouvo hng n khch
hng tr, bit am m, thch tm ti, chi v xe. Ngc li, Air Blade dnh cho ngi thch bn b v khng
phi bn tm nhiu v xe theo kiu "n chc mc bn".
cnh tranh vi Air Blade, Yamaha thay i li thit k phn u v ui xe cho Nouvo 6 vi cm n a
ln cao hn so vi th h trc, n pha n dng projector thm n nh v LED v cm n hu dng LED.
Air Blade, Honda cng thit k li phn u xe t nh b m rng phnh to hn, n pha i projector to
hnh cp mt d tn.
im mi khc ca Nouvo 6 kha vi cha kha c chc nng iu khin t xa. Trn cha kha, bm nt
mt ln xc nh v tr xe, ging trn Air Blade. Bm gi nt, np bo v kha m v bt n chiu sng l
kha nh v kha. Khc vi Nouvo 6, khi n vo nt xc nh v tr xe trn cha kha, n soi kha v n
trong hc ng cng sng. Chc nng ny ch c trn bn cao cp ca Nouvo 6 v Air Blade.
Nouvo 6 v Air Blade u c hc cha di yn xe vi sc cha hai m bo him na u hoc mt m
bo him c u, ring chic xe ga ca Yamaha c thm np y an ton. Bnh xng ca Nouvo 6 t di yn
xe, khng thay i so vi th h thc. Trong khi, Air Blade t np bnh xng v tr chnh gia, pha trn phn
thn trc tin li hn m khng cn phi m yn xe khi xng.
V trang b an ton, c hai hng xe Nht u s dng chn chng in bn, gip tt my tc th ngay khi h
chn chng xung. C hai cng trang b h thng phanh vi phanh a trc v phanh trng sau. Ring Air
Blade c thm h thng phanh kt hp (Combi Brake).
im trn Nouvo 6 m Yamaha khng thay i nm cp lp vn l loi 70/90 lp trc v lp sau 90/80,
do gp tri ma ng trn khi vo cua d mt cn bng. Ch chn trn Nouvo 6 hi cht khi i xa, trn
Air Blade thoi mi hn.
Air Blade s hu ng c cng ngh eSP, 4 k xi-lanh n dung tch 125 phn khi lm mt bng dung dch,
tch hp phun xng in t PGM-FI v h thng ngt ng c tm thi Idling-Stop khi dng xe qu 3 giy. Sc
mnh t ng c cho cng sut ti a 11 m lc ti vng tua 8.500 vng/pht v m-men xon cc i 11,2
Nm ti 5.000 vng/pht.
Trong khi , ng c ca Nouvo 6 khng thay i so vi th h trc ngoi tr xi-lanh Diasil v piston s
dng cng ngh mi. ng c loi 4 th, 2 van, SOHC lm mt bng dung dch, xi-lanh n dung tch 125 phn
khi, phun xng in t YMJET-FI, cho cng sut 10,5 m lc ti vng tua 8.000 vng/pht v m-men xon
10,5 Nm ti 6.000 vng/pht.

nh vo tm l v gi v tng kh nng cnh tranh, Yamaha gim gi bn Nouvo 6 t 33,9 - 36,4 triu, mc
gim t 800.000 - 2.000.000 ng so vi phin bn c. Trong khi gi bn ca Air Blade t 37,9 - 40,9 triu
ng.

2. Cc i th cnh tranh theo sau SYM, Suzuki, Piaggo

a, SYM
-Nm 1992, San Yang u t sn xut kinh doanh xe gn my ti Vit Nam vi tn y l:
Cng ty hu hn ch to hng cng nghip v gia cng ch bin hng xut khu Vit Nam vit tt
l VMEP. VMEP c hai nh my c xy dng ti hai tnh H Ty (min Bc) v ng Nai (min
Nam) vi tng s vn u t 1.160.000.000 la M, c cng sut t 540.000 xe/nm. y l d
n sn xut xe my u tin Vit Nam v cng l d n ln nht Vit Nam thuc loi ny.
T nm 1996, cng ty San Yang Motor Taiwan thuc Tp on Chinfon quyt nh t ph
bng chin dch ton cu vi thng hiu SYM. Hin nay sn phm ca SYM c mt ti rt
nhiu nc trn th gii.
Nm 2002 cng ty m San Yang tng cng u t trin khai d n snxut v lp rp
ng c 15.000.000 USD. VMEP l cng ty u tin a thit b sn xut ng c vo Vit Nam,
cc phn xng u tin i vo hot ng: sn xut xy lanh, ct cam, ph tng t v khun
mu chnh xc. n nay VMEP l doanh nghip c t l ni a ho cao nht trong cc doanh
nghip sn xut xe my ti Vit Nam vi mc ni a ho t hn 90% cho mt s loi xe. Sn
phm mang thng hiu SYM c hai dng chnh: xe Cub (xe s bnh thng) v xe Scooter (xe tay
ga). Dng xe Cub c cc nhn hiu xe sau: Angel, Magic, Star, Amigo,Bonus,Husky Dng xe
Scooter bao gm:Attila, Excel, HD, GTS
Nm 2009, SYM chim 9% th phn th trng xe my Vit Nam.
SYM s dng knh phn phi qua cc i l trn ton quc, khuyn mi tngm bo him cho
khch hng v t chc s kin 10 nm thnh lp SYM. Vi chtlng v uy tn cng nh s tm
ti, ci tin khng ngng vi nhng sn phm mum p, cht lng cao, SYM Vit Nam v
ang tr thnh mt trong nhngnhn hiu c ngi tiu dng Vit Nam a chung v tin tng.
b, Suzuki
-Suzuki l mt hng xe ln ca Nht Bn. Nm 1996 cng ty Vit NamSuzuki i vo hot ng.
Thng 9/1996: Vit Nam Suzuki sn xut xe GN 125,loi xe Suzuki u tin ti Vit Nam.
Thng 10/1996: cng ty cho ra i Viva CD, mu xe Viva u tin ra mt ti Vit Nam, xy
dng nn mt hnh nh thi trang cho xe my.
-Ngoi vic ci tin nhng sn phm hin c, Vit Nam Suzuki cn a ra th trng cc kiu xe
mi nh Shogun R125 (gi 23,5 VND/xe), Viva 110 thng vphanh a, Smash 110 (gi: 15,7
VND/xe)., Revo 110cc, x-Bike
-Vi khu hiu xe my Suzuki Ride the winds of change, Suzuki chp nhn thch thc trong
vic ci tin cng ngh nhm em li nhng sn phm xe my tinh t em li cm xc hon ton
mi cho ngi s dng, h thi lung gi mi cho cuc sng v c ngi tiu dng Vit
Nam chp nhn. Suzuki vi h thng i l c mt rng khp c nc (trong c hn 16 i l v
trung tm bo hnh ti H Ni) nhm phc v khch hng mt cch chu o v thun tin. H thng
ny l s kt hp hiu qu ca cc ca hng Suzuki 3S m nhim tt c cc dch v lin quan,
l bn hng (sales), dch v hu mi (after sales services) v cung cp ph tng Suzuki chnh hiu
(Spare parts). Tt c, t cu trc tng th cho n tng chi tit, vt dng nh, kt hp to nn mt
hnh nh nht qun, hi ho, y sng to cho tt c cc ca hng Suzuki trn ton quc. Cc chin
dch hu mi vi tn gi Suzuki chm sc khch hng c t chc hng nm h tr nhng dch

v hu mi cng thm th hin s quan tm khch hng ngay c sau khi bn. Dch v cng nh
cc iu l bo hnh ca Suzuki c hng dn cho khch hng ngay sau khi bn. Suzuki cn
khuyn tng balo ng laptop, tng o gi cao cp khi khch hng mua cc dng xe Revo
110c,hayate.. v l nh ti tr chnh cho gii bng v ch ng Nam 2008.
-Chnh nh s n lc khng ngng nn th trng tiu th ca Vit Nam Suzuki ngy cng c
m rng trn th trng xe my Vit Nam. Ngi tiu dng Vit Nam dn chp nhn v ng h
cc sn phm ca cng ty.
Piaggio:
-Vo kh mun so vi cc hng trn nhng hng xe ny tp trung vo phnkhc th trng xe tay
ga cao cp vi cc dng xe kiu dng p, sang trng mangv p Italia nhanh chng chnh lnh
th phn th trng xe tay ga ni ring, thphn xe my ni chung, l i th thch thc ca Honda
trn phn khc ny.Piaggo hin nay c cc sn phm Vespa, Beverly, Liberty, Zip, Fly.
Bn cnh cc hng xe trn cn cc dng xe sunfat ca Trung Quc tuy khng c thng hiu
trn th trng cng nh cht lng cn phi xem xt nhnggi c li r c th cnh tranh trn phn
khc xe s theo thu nhp v nhiu khch hng mc tiu kh khn v ti chnhC hng xe Kymco
Vit Nam cng l i th cn .

Cu 2 (5 im) Chng 2 trang 27

V sao khi hoch nh chin lc Marketing doanh nghip phi phn tch cc yu t
nh: khch hng, bn thn doanh nghip v cc i th cnh tranh ? Theo bn th yu
t no l c s cho mi chin lc ? Ti sao? Cho v d v mt doanh nghip m bn
quan tm ti TPHCM ang theo ui chin lc pht trin sn phm.
Do chu tc ng ca nhiu yu t, nn khi xy dng chin lc marketing phi xut pht
t nhiu cn c khc nhau. C 3 cn c ch yu m ngi ta gi l tam gic chin lc l:
cn c vo khch hng, cn c vo kh nng ca doanh nghip v cn c vo i th cnh
tranh. ngha quan trng ca n l doanh nghip cn phi tha mn nhu cu ca khch hng
tt hn i th cnh tranh bng cch khai thc cc li th cnh tranh ca mnh.
Cn c vo khch hng: tn ti v pht trin, doanh nghip cn phi chim c
khch hng, khng c khch hng th doanh nghip khng c i tng phc v v do
cng khng c hot ng kinh doanh. Tuy nhin, trong nn kinh t th trng, hng ha dch
v phong ph, ngi tiu dng cn rt nhiu s la chn, h ch mua nhng sn phm, dch
v tha mn tt nhu cu ca mnh. Hn na vi iu kin x hi ngy cng pht trin th nhu
cu tiu dng hng ha v dch v gia cc nhm dn c ngy cng b phn ha, bi th
cng khng cn th trng ng nht. Vi ngun lc hn ch, tha mn tt nhu cu ca
khch hng, mi doanh nghip cn phi hiu bit khch hng, tin hnh phn on th
trng, chn la mt hoc mt vi phn on th trng hp dn, tp trung ngun lc thc
hin cc chng trnh marketing mix ph hp. Do vy, ngi ta ni

khch hng l c

s ca mi chin lc, l si ch xuyn sut qu trnh xy dng, trin khai v thc

hin chin lc marketing ca bt c doanh nghip no.
Cn c vo kh nng ca doanh nghip: Bt c mt doanh nghip no u c im mnh
v nhng im yu. Khi hoch nh chin lc cn khai thc trit nhng im mnh v
nhng im yu. Khi hoch nh chin lc cn khai thc trit nhng im mnh v nhn

thng vo nhng hn ch ang rng buc c th tn dng c cc c hi th trng v n

trnh cc ri ro.
Bt k mt doanh nghip no u c nhng im mnh hoc yu hn so vi cc doanh
nghip khc, doanh nghip cn phi khai thc trit im mnh v nhn thng vo nhng
hn ch.
Khai thc ti a cc li th ca doanh nghip mnh to s khc bit.
Cn c vo i th cnh tranh: Khi im truyn thng ca chin lc marketing l s
phn tch nhu cu ca khch hng. Cc doanh nghip tm kim li nhun v s ln mnh
bng cch cung ng cho khch hng cc sn phm p ng vi s trng i ca khch hng.
Nhng trong mi trng kinh doanh cnh tranh, khi tt c cc doanh nghip u tm cch
tha mn nhu cu ca ngi tiu dng th chin lc marketing cn phi xy dng trn
nguyn tc tha mn khch hng tt hn i th cnh tranh. Do , c s xy dng chin
lc marketing l so snh kh nng ca doanh nghip vi i th cnh tranh tm ra li
th.
So snh cc kh nng ca doanh nghip vi cc i th cnh tranh tm ra li th, t
tm ra nhng chin lc chuyn bit cho nhng yu t thuc marketing mix.
Yamaha Nouvo mi- tip bc thnh cng
Theo kho st ca Yamaha, nm 2013 nhu cu th trng xe gn my ti Vit nam xp x 2,8 triu
chic trong dng xe tay ga chim khong 1,1 triu chic. V nhu cu cho dng xe ny ngy cng ln
do s tin li v kiu dng thi trang ca dng xe ny. V chic Nouvo mi ra i nhm p ng cc
yu cu .
Nm 2002, Yamaha chnh thc t vin gch u tin cho phn khc xe tay ga ti Vit Nam vi
vic cho ra mt dng xe Nouvo, nh du mt bc ngot ln khi bin chic xe my lc by gi
ch l phng tin vn chuyn thng thng thnh mt vt gip gii tr Vit Nam th hin phong
cch v c tnh ring. Pht trin i ln cng vi s thay i trong nhu cu ca khch hng,
Yamaha lin tc cho ra mt cc dng xe ga khc nh Mio, Nozza, Luvias, Grande v gp phn
quan trng vo vic pht trin phn khc ny cng nh ton b th trng xe gn my.
Nouvo hin ang chim 14% th trng xe tay ga th thao ti Vit Nam (theo kho st ca
Yamaha, nm 2013) v sau hn 10 nm vn l mt trong nhng dng xe chin lc ca cng ty.
L th h th 6 ca dng xe Nouvo, phin bn 2015 ca xe c nng cp thit k thn xe v
nhng tnh nng mi vi s mnh dn u phn khc xe tay ga ti Vit Nam.
Nouvo mi vn gi nguyn kh nng vn hnh vt tri ca th h trc, trong khi tot ln c
cht hin i v cao cp hn nh thit k thn xe mi, cc chi tit c sn ph v hon thin
tinh t, thit k di n LED cho ui xe, v nhiu hn th na. Thnh qu cui cng n vi tay
ngi dng thc s xng ng vi v th ca mt chic xe tay ga sang trng hng u. Khng ch
c vy, 2 phin bn RC v GP cn c trang b cha kha vi chc nng nh v xe t xa, em
li nhiu s tin li hn trong vic s dng hng ngy.
Bn cnh cc thanh nin c tnh, hin i trong tui 20 sinh sng ti cc thnh ph ln vn vn
l tp khch hng ct loi ca dng xe Nouvo, Nouvo 6 ln ny cn tp trung vo nhng i tng
khch hng nam lch lm, chn chn, trng thnh hn. im chung ca hai tp khch hng ny
l phong cch ci m, mnh me, sn sng n nhn nhng tro lu mi. H l nhng ngi s
dng chic xe gn my i n trng, n ch lm, i chi cng bn b v coi chic xe nh

mt phng tin th hin phong cch ca mnh. V cng chnh l l do Yamaha la chn
cc v i s thc s tr trung, si ni v y c tnh cho nhng chic Nouvo mi; Ca s Anh
Khoa vi mu Nouvo GP, ca s H Trung Dng vi mu Nouvo SX v cui cng l Sn Tng MTP vi chic Nouvo RC
im mnh ca xe yamaha l thit k p ,thi trang ,sang trng ,my khe ,bc ,chy m xe,bo hnh chu
o,xe khng b lm gi nh xe ca Honda !
im yu nhanh xung my v hao xng nhng cng chng trch c khi my hot ng vi hiu sut cao,
thay t ! c ci ny th mt ci kia thi !
Th thch l i mt vi i th Honda tung ra hng lot xe gi r ,ph hp nhu cu ngi dn l bn,t hao xng
v dng v chp nhn c !
C hi c gii thanh nin ,nhng ngi am m tc v cng ngh ,nhng ngi i xe khong 5,6 nm i
xe my mi a chung vi my khe ,chy m
C hai mu xe tay ga xut hin trong nm 2012 va qua u c im mnh, yu khc nhau, nhng cng gp nhau vi im
chung - l nhng nng cp mnh me so vi cc phin bn trc, ng c 125 phn khi, tit kim nhin liu hn, thn thin
hn v c mc gi kh cnh tranh hn.
Thit k - Mi ngi mt v
K t khi ra mt ln u tin ti th trng Vit Nam, Nouvo lun ch trng vo v tr trung v bt mt ngay t thit k bn ngoi,
cng nh cc mu xe tm trung khc ca Yamaha u c ngi tiu dung (c bit l gii tr) nh gi cao v thit k kiu
dng. Nouvo SX 125 Fi khng ch mang trn mnh thit k tr trung, nng ng li cun m cn gy n tng nh khi ng c
phun
xng
in
t
hon
ton
mi.
Trong khi Air Blade 125 Fi cng khng h km cnh trong phin bn 2012, mang trn mnh thit k cch tn, i km cng ngh
ESP hon ton mi, chic xe dng nh hon ton lt xc. N khng ch mnh hn khi mang trn mnh ng c 125 m cn
thanh thot khng h km cnh ngi ng hng Nouvo - phin bn mi ny, Air Blade p v th thao hn. N cho thy
Honda cng ang y mnh hnh nh cng nh ng c cho chic xe con cng ca mnh ph hp hn vi thi i mi.
C hai mu xe tay ga tm trung hon ton mi u s hu cng ngh n Projector. Nu trn Nouvo SX n pha i th h
trc c chuyn thnh n pha n gm c n pha chiu chiu xa (bn trn) v n projector (bn di) c cng cng sut
55W mt thit k mang tnh t ph v bin Nouvo tr thnh mu xe u tin ng Nam c trang b ny. n pha c to
hnh hi hng ra pha trc, kt hp vi n xi-nhan v ym xe thit k li mang tnh khi ng lc gip cho Nouvo mi th thao
hn

rt

nhiu.

Ra mt sau Nouvo SX, Air Blade 125 cng s dng cng ngh n ny nhng n c b tr ti 2 n Projector. Thit k phn
u xe ca Air Blade 125 ni bt vi cm n pha i, nm su bn trong cm n l cp n mang thu knh hi t projector hin
i mang n cm gic mnh me hn nhiu so vi nhng phin bn trc trc. Vi cng ngh n mang thu knh hi t
projector, kh nng chiu sng bng c hai bng d ch pha hay ct u cho cht lng sng tt hn.
Cm ng h th thao ca c hai mu xe u c tnh v n tng, phin bn ny Air Blade nng cp ng k mt ng h so
vi phin bn trc, p v th thao hn nhng nu so snh vi Nouvo SX cmm gic th n hi rm r. Cm ng h Nouvo
SX n gin v tr trung hn, trn nn n LED mu , bng ng h trung tm cng mang phong cch ca sportbike n gin
m hiu qu.
Tin ch Cng ngh
Air Blade c trang b cng ngh Esp hon ton mi ( tng xut hin trn mu xe cao cp SH ca Honda v PCX), khng kh
nhn ra Air Blade tin dng hn so vi Nouvo SX nh h thng Idling Stop.
phin bn mi ny Honda khc phc nhc im cho Air Blade khi thit k cp rng v su hn, c th cha c mt m
bo him trm u. Cn Nouvo SX dng nh vn cha c thay i nhiu phn ny so vi cc phin bn trc, cp nh hn
Air
Blade

cp
xe
c
np
y
v
ch
cha
c
m
bo
him
na
u.
Thit k bnh xng hai mu xe cng hon ton khc nhau, Air Blade 125 c t pha trc, trong khi Nouvo SX bnh xng

nm pha sau di yn xe. Trong khi Air Blade 125 ch cn ngi im, vn cha kha, bm nt v vn np bnh xng th Nouvo SX
vn phi xung xe, m cp, vn np bnh xng mi xng c. Thm im cng cho Air Blade 125 vi thit k tin dng.
Trong khi Nouvo SX khng c thm cng ngh g, th Air Blade s hu Idling Stop c ly t PCX v SH ni, c th t ng ngt
ng c sau 3 giy dng xe.
Dng nh nt bm cc mu xe mi cha h quen vi ngi tiu dng Vit, vic o v tr nt bm ci ln trn nt gt xi nhan
vn cho thy n mi v hi kh x l. im ny Air Blade dng nh hi l so vi Nouvo SX khi Yamaha vn thit k cc nt
bm kiu truyn thng d s dng hn cho ngay c ngi u tin cm li.
u im ca Nouvo SX t trc n nay vn c Yamaha ch trng n thit k mang m tnh tr trung th thao c bit khin
cho gii tr say m. Trong khi Air Blade vn theo tiu ch ca Honda by lu nay n chc mc bn nn c a dng i
tng khch hng la chn s dng.
Vn hnh v nh gi
Cng c nng cp v ng c, cng s dng h thng phun xng in t v lm mt bng dung dch, Air Blade 125 c v c
nng cp mnh me v nhnh hn so vi Nouvo SX. Nu Nouvo SX nng cp phun xng in t vi mc tiu cao nht l gim tiu
hao

nhin

liu,

th

Air

Blade

125

li

mc

tiu

ln

nht

tng

cng

sut

ng

c.

Nh c trang b h thng Idling Stop, Air Blade 125 tr nn rt thn thin vi mi trng, chnh nh ch ny m xe gim
c lng kh thi v tit kim nhin liu. Mang ng c mi eSP 125cc, 4 k, xy-lanh n, lm mt bng dung dch & tch hp
nhng cng ngh tin tin nht: cng ngh gim thiu ma st, kh nng t chy hon ho, ng c tch hp b ACG & h
thng phun xng in t PGM-FI. Nh nng cp ln ng c 125cc v tch hp nhiu cng ngh tin tin, Air Blade mi mang n
kh nng vn hnh mnh me (tng 22%) .
Yamaha Nouvo SX s hu ng c CVT dung tch xy-lanh n 125cc, 4 k, h thng phun xng in t YMZET-FI, n c cng
sut 7,78 Kw (9,39 m lc) ti 8.000 vng/pht, m-men xon cc i 10,47 Nm ti 6.000 vng/pht. Bn cnh l ng dng cc
cng

ngh

Xy-lanh

DiAsil

hp

kim

nhm-silicon,

piston

hp

kim

nhm

siu

nh,

kiu

con

ln

Thng s sc mnh ca c hai mu xe dng nh khng chnh nhau l bao, tuy nhin v mt thng s k thut Air Blade 125 vn
nhnh hn so vi Nouvo SX.
Nu trc y Nouvo lun th hin s tng tc tt hn, th gi y Air Blade 125 c th t ho ngang nga vi Nouvo SX v
kh nng ny. Thit k nh gn hp l, u xe nh nhng v ng c nng cp vt hn, Air Blade mi khc phc hon ton
nhng nhc im ca cc mu x era mt trc y. Khng ch hot ng lun lch trn cc con ph ng c, n cn tit kim
nhin liu mi khi tc ng hay mi khi n ti cc ng 3 ng 4 khi ch Idling Stop c bt.
Nouvo SX tuy khng c nhiu u im nh Air Blade 125, nhng vi ng c tng tc mt m cng t ra khng km cnh trong
thnh ph. Tng tc Nouvo SX cho thy s mt m hn, ngay c khi i chm cng khng h c hin tng rung git iu ny
Air Blade c v km hn mt vn cha c ca chic xe ny l xe hay b rung khi di chuyn di tc thp, ngi cm li
se
cm
nhn
kh
ro

rung
ca
xe.
C hai mu xe n t x s hoa anh o u chy kh mt v an ton trn nhng cung ng di. Du vy khi chy ng
trng, Nouvo SX 125 li to cm gic m, thoi mi hn, c thit k tay li nh hn v thn ngn gn khin Air Blade khng
mang li cm gic an ton nh Nouvo SX khi chy tc cao ti nhng khc ng di nh hay nhng cung ng xu mp
m
C hai mu xe u gi c mc tiu th nhin liu kh n tng khi c trang b cng ngh v ng c mi. Mc tiu hao
nhin liu theo th nghim thc t ca Air Blade 125 khong 2,1 lt/100 km, trong khi ca Nouvo SX 125 khong 2,5 lt/100 km khi
i trong ph - Cn khi chy ng di vi t chng ngi vt cng mc ga u, khng phi tng gim ga lin tc nh i trong ph
mc tiu hao nhin liu se thp hn na. Mc nhin liu khng th n tng hn cho hai chic xe tay ga tm trung.
Kt lun
C hai mu xe u c nhng im mnh, yu cng tnh nng vt tri khc nhau. Bn cnh yu t thng hiu, thit k, tnh
nng tm l cng nh thi quen s hu thng hiu no cng l vn m ngi tiu dng la chn.

 nh gi ht cc tnh nng cng nh cht lng ca Honda Air Blade 125 v Yamaha Nouvo SX th vn cn l vn pha
trc cn c thi gian ngi tiu dng ngi kim nh, nh gi v a ra nhn xt cui cng.
Hi vng rng vi nhng nhn xt khch quan nh ny, Autonet phn no gip cho bn c c ci nhn ro nt hn v hai mu xe
tay ga tm trung ca Honda v Yamaha i n quyt nh la chn mt chic xe cho mnh.
Gi xut ca Nouvo SX l 35.9 triu ng cho bn tiu chun v 36.9 triu ng cho bn RC. Cn Air Blade 125 l t 38 n 40
triu ty phin bn, cao hn 2 triu so vi Nouvo SX.

Cu 3 (5 im) Chng 4 trang 72

Trnh by nhng c im khc nhau c bn v mi quan h gia sn phm v
thng hiu? Hy trnh by v phn tch cc chin lc thng hiu m bn bit.
Thng hiu mnh c ngha g trong kinh doanh?
KHI NIM V SN PHM
Theo tiu chun quc t ISO 9000:2000 th sn phm l kt qu ca mt qu trnh tp hp
cc hot ng c lin quan ln nhau hoc tng tc (vi nhau) bin i u vo (input) v
u ra (output). V vic phn loi sn phm, hin nay c bn chng loi sn phm ph bin
nht, l:
- Dch v - service (v d: vn chuyn)
- Phn mm software (v d: chng trnh my tnh, t in)
- Phn cng hardware (v d: ng c, cc chi tit c kh)
- Vt liu ch bin processed material (v d du m bi trn)
Nhiu sn phm c cu thnh bi cc chng loi sn phm khc nhau. V d: mt sn phm
t c cho bn bao gm c sn phm phn cng (sm, lp), vt liu ch bin (nhin liu,
cht lng lm mt my), phn mm (phn mm kim sot ng c, s tay hng dn li xe) v
dch v (cc gii thch hng dn vn hnh do ngi bn hng thc hin). Trong nhng trng
hp nh vy, tn gi sn phm phi cn c vo thnh phn chng loi sn phm chim t trng
ln nht.
KHI NIM THNG HIU
Trong b cnh ton cu ha v hi nhp quc t su rng, cnh tranh gia cc cng ty ngy
cng tr nn khc lit. Cnh tranh khng ch dng li cht lng v gi c sn phm m cn l
cuc chy ua v hnh nh. Nu cng ty no to c mt hnh nh p v sn phm ca mnh
trong ngh khch hng th l mt li th chin lc. V thut ng thng hiu c ch
hn bao gi ht. Thng hiu c cp qua nhiu kha cnh nh xy dng, ng k, qung
b, pht trin, tranh chp, sp nhpTuy nhin khi nim thng hiu cn hiu nh th no?
Thng hiu c cm nhn v mt t chc hoc sn phm v dch v ca mt t chc,
c hnh thnh bi mi tri nghim c lin quan n t chc , khi chng c to n tng
r rng nhm thit lp mt ch ng ring trong tm tr khch hng."

Theo T chc s hu tr tu th gii WIPO: Thng hiu l mt du hiu c bit (hu hnh
hoc v hnh) nhn bit mt sn phm, mt hng ha hay mt dch v no c sn xut,
cung cp bi mt t chc hay mt c nhn. TheoHip hi nhn hiu thng mi quc t
ITA, thng hiu bao gm nhng t ng, tn gi, biu tng hay bt k s kt hp no gia cc
yu t trn c dng trong thng mi xc nh v phn bit hng ha ca cc nh sn xut
hoc ngi bn vi nhau v xc nh ngun gc ca hng ha .
Mt nghin cu tng qut cc bi phng vn vi cc chuyn gia thng hiu hng u cho
thy c v vn cch hiu v thng hiu. Bng di y s lit k mt s cch hiu v thng
hiu.

d dng hn cho vic nh gi s a dng v cch hiu cc khi nim v thng hiu c
chia thnh ba nhm da trn nhng gc khc nhau: da trnKha cnh u vo (ngha l
nhn mnh vic to thng hiu bng cch ring bit m cc nh qun l dng nh hng
khch hng) gm c cc kha cnh "logo" "cng c hp php" "doanh nghip" "php tc k"
"gim thiu ri ro" "nh v" "nhn vt c nhn" "nhm gi tr" "tm nhn" "gi tr gia tng"
"nhn din, hoc da trn Kha cnh u ra (l cch nhn nhn ca ngi tiu dng v cch m
thng hiu em li cc gi tr mong mun cho h), hoc da trn Yu t thi gian (nhn bit
bn cht tin trin/tin ha ca thng hiu).
Thng hiu l mt phm tr rt phc tp c nh hnh ngay t trong k hoch xy dng
thng hiu. Tuy nhin, trn thc t thng hiu ch l nhng iu khch hng nh. Thng
hiu tn ti ch yu da trn mt qu trnh lin tc khi cc hot ng phi hp xuyn sut t
chc lin quan n vic em n cc gi tr c ngi tiu dng hiu v tip nhn. Qua vic
phn hi ca doanh nghip ti cc phn nh ca khch hng s lm tng kh nng thnh cng
ca thng hiu.
Vic mt thng hiu ch c nh gi ring l di dng mt yu t u vo hoc mt yu
t u ra c th dn n mt chin lc khng cn xng v lm gim tui th ca thng

hiu. Ch khi cc nh lm cng tc th trng l nhng ngi tham d tch cc vo qu trnh xy

dng thng hiu, cng nh ngi tiu dng (khng phi l nhng ngi tip nhn th ng).
Trong bi nghin cu vo nm 1983 ca mnh Meadow tranh lut mt cch chc chn rng vic
xy dng thng hiu khng phi l iu g lm cho ngi tiu dng m chnh l iu g
m thng hiu thc hin cc cc vic lin quan n. Thng hiu c ngi tiu dng hiu
theo nhiu cch khc nhau, i khi l nhng suy ngh khc hon ton so vi nhng g m cc
nh lm cng tc th trng hng ti. Thng hiu vn tip tc c ngha v chnh cch m n
to iu kin cho ngi tiu dng th hin nhng vai tr khc nhau.
Thnh cng ca thng hiu Apple khng n thun ch da vo cc yu t u vo m hng
ny s dng thng qua tuyn b git gn Ngh khc Think different trong chng trnh
qung co ca mnh. Thnh cng ca Apple chnh l nhng iu m cng ty ny mang li cho
ngi tiu dng, gip ngi tiu dng thoi mi t do nng cao cuc sng ca mnh bng vic
to cho h s dng my tnh, Ipod, Iphone v gn y l Ipad theo cch m h mun.
M hnh v bn cht ca thng hiu th hin r bng trn cung cp nn tng cho vic
qun l thng hiu thng qua vic gim thiu cc hn ch trong cch hiu v thng hiu.
Cng vi vic cm nhn r v tm nhn ca thng hiu, nhng gi tr v mt s dng v gi tr
cm xc s c pht hin cng nh em n khch hng qua qu trnh phi hp xuyn sut
cng ty. iu ny dn n s pht trin tuyn b nh v giao tip cc gi tr chc nng (l
tnh) ca thng hiu, v mt tnh cch hnh ng l php n d cho cc gi tr cm xc ca
thng hiu . Mt cch l tng, nhng gi tr ny cn phi c lnh hi bi nhng khch hng
c c tnh hp vi cc gi tr , t to dng mi quan h tin tng vi khch hng v theo
thi gian tng s tin cy ca khch hng i vi thng hiu. Thng qua vic nh gi nhn
thc ca khch hng v thng hiu, doanh nghip c th iu chnh cc yu t u vo ca sn
phm, lm gim nhng khong cch trong nhn thc ca ngi tiu dng, hoc nng cao nhn
thc bng vic nhn mnh nhng tnh nng nht nh ca sn phm n nhng khch hng
mc tiu
Da trn nhng im nu ra trn, mt trong nhng c tnh ca thng hiu mnh l nhm
lm thng hiu phi c mt nhn thc ng n v thng hiu gm nhng yu t khp vi
mt s yu t c lit k bng trn. Mt vi yu t ny bao hm ln nhau

Cc chin lc thng hiu:

CHIN LC M RNG TRONG CNG DNG SN PHM:
u im:
Tha hng c danh ting ca thng hiu hin c.
Nhc im:
SP mi c th nh hng tiu cc ti uy tn ca TH hin c.
Hiu ng pha long thng hiu.
CHIN LC M RNG SANG DNG SP MI:
u im: tha hng c danh ting ca TH hin c.
Nhc im:

 SP mi c th nh hng tiu cc ti TH hin c.

Tn TH hin c c th khng ph hp vi c im ca SP mi.
Hiu ng pha long TH.
CHIN LC A THNG HIU
u im:
Linh hot trong t tn, tn TH c th phn nh tt c im ca SP.
Chim c nhiu khng gian by hng ca nh trung gian.
To che chn cho TH ch lc.
Nu SP mi tht bi, t nh hng ti cc SP hin c.
Nhc im:
Tn km v chi ph sn xut v truyn thng marketing.
D lm cho khch hng b ln ln.
CHIN LC THNG HIU MI
u im:
Linh hot trong t tn, tn TH c th phn nh tt c im ca SP.
To ra nhn thc ring ca KH v SP mi.
Nhc im:
Tn km v chi ph sn xut v truyn thng marketing.
CC CHIN LC CHO VIC XY DNG THNG HIU MNH
Vi vic lp k hoch v a ra quyt nh mc tiu thn trng, vic pht trin
thng hiu ng vng c trong lnh vc ca n l iu hon ton c th cho d,
nhng m my ca tnh trng suy thoi kinh t ang bao trm khp ni
iu g khin cho thng hiu mnh?
Trn phng din v trin vng tip th, nhng thng hiu c coi l mnh c th
c nh ngha nh nhng thng hiu c c s cng nhn, tin cy v trung thnh ca
ngi tiu dng trn din rng. Cn trn phng din v trin vng php lut, cc thng
hiu mnh l nhng thng hiu c kh nng c bo v thng qua ng k thng hiu
cng nh kh nng thi hnh chng li cc bn th ba nhng ngi c th mong thu
c li ch t khch hng quen thuc vi cc thng hiu .
Nh vic nm bt c mt s bc n gin ny ngay t khi bt u qu trnh xy dng
thng hiu m cc cng ty c th m bo rng nhng thng hiu mi u c tim nng
tr thnh nhng thng hiu mnh.

ngha thng hiu mnh

Thng hiu mnh tht li hi! Hnh khch i my bay ca hng Lufthansa, Air France... u thy tin nghi, n ung, thi
phc v, hnh trnh bay chng khc my so vi nhiu hng hng khng khc, nhng gi thng t hn v khch hng vn nhiu
hn.
Bi cc hng c thng hiu mnh. Tn tui hay thng hiu c nhn thy r nht lc xut hin s c trn hnh trnh
bay, chng hn h cnh tr, hnh khch c bi thng; my bay b s c th c my bay khc thay th ngay; tr gi bay
chuyn tip phi lu qua m, c b tr n kp thi...
Tnh chc chn cho khch hng trong mi tnh hung l i hi u tin ca mt thng hiu mnh.
Mt v gim c Vit Nam sang c cng tc n nhn phng ti mt khch sn. Sau khi xem xt khp lt, phn: Km xa
Vit Nam. Ngi bi phng bit ting Vit a, nhng l tht: Nu ri ro trn chun b sp xung ging, ngi n thu v nm
ng vo ch , s thy hn ngay. Bi, nu cn, ngi s c a i cp cu bng my bay; cht, c bo him bi thng v
cho c thn nhn ngi ang nui dng.

Thng phm hng ha ngy nay khng cn gii hn bn thn hng ha. N c nhn nhn trong tng th nn kinh t v
x hi, dn n cng mt loi hng ha, thm ch mang cng thng hiu nhng sn xut cc nc khc nhau, c nh gi
khc nhau. Do vy, xy dng thng hiu khng ch l cng vic ca ring doanh nghip m cn l chin lc kinh t ca c t
nc.
Ngi ta thng ni in ca hng Siemens c bc tt nht th gii, cho d mt in c th no ca mt hng
khng tn tui no c th tt hn c ca Siemens. Ngi ta chung thng hiu Siemens ch cht lng ng nht, khng b
php phng nh khi mua ca cc hng khng tn tui.
Do , to s yn tm cho ngi mua i vi sn phm ca doanh nghip l i hi tip theo ca thng hiu. T y c th
lin tng sang lnh vc hnh chnh. nhiu nc, s phn quyn cho a phng rt cao. Cc a phng cng dng biu tng.
Nhn biu tng nm trong con du, ngi dn c th lc u hay th pho, yn tm hay khng yn tm khi c chuyn lin quan
n c quan cng quyn phi gii quyt.
Nhng a phng c thng hiu yu d mt dn dn (chuyn i a phng khc), mt kh nng thu ht tr lc v ti lc.
Hai ch Vit Nam cng c th coi l thng hiu trong lnh vc thu ht u t nc ngoi. Ch c th t c thng hiu
mnh khi cng cuc ci cch hnh chnh nc ta cng cc chnh sch u t thc s hp dn, n mc nc ngoi v Made in
Vietnam m n u t.
Mt doanh nghip c thng hiu mnh, c tn tui khng ch th hin sn phm m cn c con ngi ca doanh nghip
khi quan h vi khch hng. H c trnh tip th cao, x s theo quy trnh, quy phm chun mc nh sn phm ca h.
Mt v ng u mt cng ty ln ca Vit Nam sang c lm vic, gp mt doanh nhn n t gii thiu l khch hng
tng t mua my container hng ca cng ty. Cu p li ca v lnh o ny rt ngn gn: Th !. Bi tip th theo ng hiu
l tm khch hng mi cn khch hng c l ca mnh ri!
Trong khi c, cng nh nhiu nc khc, chm sc khch hng l nhim v ca bt c ai tip xc vi khch. Vo dp
Tt, khch hng nhn c qu, h cng thng xuyn c thm hi xem cht lng, gi c sn phm c g bt n khng,
ngi bn gii quyt. Hng khuyn mi, hng mi h c mi cho u tin. Chnh khch hng c mi quan trng v h l ngun
tiu th c sn, l ngi qung co hiu qu nht.
T y, cng c th suy rng ra, ci thin mi trng u t nc ta cn quan tm nhiu hn n cc nh u t c. Ci li
ca hai ngi mi vo u t cha chc b c ci thit do mt ngi c rt i.
Cc tp on thng nghip nhiu nc thng bn tng hp hng ha ca nhiu hng sn xut. H ly u thng hiu?
Trc ht, h da vo cc nh sn xut, bn c quyn cho nhng hng sn xut c thng hiu mnh. Tip theo, h t to
thng hiu bng cch t hng sn xut ring mang thng hiu ca mnh.
Hin nay, nhiu hng thng nghip t n trnh cnh tranh cao, cho php ngi mua tr li hng khng cn gii thch.
Cch lm ny to cho khch hng s yn tm ln nht v cht lng v gi c mt hng mua.
chnh l biu hin r nt nht ca mt thng hiu mnh. Khc hn vi cch x s ca khng t doanh nghip Vit Nam.
Mt cng ty th cng m ngh c ting c mt doanh nghip c ngh cho h bn cho hng. Li ngh c p ng
nhng ch vi mt quyn catalogue cho hng, khng c bng gi. L do mt quyn, c ngi phin dch cho bit, v khng c
sn. L do: thiu bng cho gi v cng ty s ngi mua dng gi i kho! Hn na, cng ty cn phi m phn tnh gi vi
cc i tc sn xut ca mnh.
y l in hnh ca mt cung cch kinh doanh khng hng ti thng hiu mnh, mang tnh du kch, thng gp nhiu
cc doanh nghip mi khi s, cc doanh nghip nh v va lm n khng tnh chuyn lu di. Thc ra, h nhiu khi do tim lc
kinh t cha mnh nn khng dm cnh tranh ng hong. Nhng nu khng nhanh chng ly thng hiu mnh lm ch
phn u th cng khng th hy vng v mt tim lc kinh t mnh trong tng lai.
Mt nn kinh t mnh khng th da ch yu vo cc doanh nghip nh v va m phi c xy dng trn nn tng cc tp
on tim lc cnh tranh quc t. V nh vy, thng hiu tr thnh vn ct t ca cc doanh nghip v l trng tm ca
mi chnh sch kinh t c lin quan ca nh nc.

Cu 4 (5 im)
Cng vic Marketing l pht trin nhu cu v bin chng thnh c hi sinh
li. Bn hy phn tch cu trn (lin quan n bi phn tch c hi th trng).
Marketing thng minh l nm r nhu cu
Ngi lm marketing l nhng ngi p ng, tha mn nhu cu hay to ra nhng nhu cu mi cho ngi tiu
dng. V lm c iu y th mt marketer khng ch cn hiu m phi hiu r thang nhu cu: Maslow.
Mi th trn i ny xut pht t nhu cu. Vy nhu cu l g? lm marketing tt th bn cn hiu r nhng iu ht sc c bn
ny.

Nhu cu l nhng th m ta cn, c th l vt cht hay tinh thn. Nhu cu li chia lm 3 mc . l :

- Ti cn
- Ti mun
- Ti thch
Ci ti cn l ci gip ta tn ti v pht trin. V d: ti cn n v ti ang i. Ci ti cn c th l ci ti khng thch.
V d : Ti cn ung thuc v ti ang b bnh. (Ti chng thch ung thuc v thuc ng lm)
Cn ci m ti thch l cn trc tin phi p ng ci ti cn, ngoi vic gip ta tn ti v pht trin, n cn mang li cm
xc, s sng khoi.
V d : Ti thch i shopping. (Mi khi i shopping mnh li c cm gic ho hng lm. Nhng khng c i shooping bui hm
nay th ti khng cht c m ch bun thi ^^).
V khi c tha mn ci ti thch, th vic s t c hiu sut tt nht. Chnh iu ny to ra cuc canh tranh thng
hiu. Cc cng ty lun mun tm cch thng hiu ca mnh c khch hng mc tiu yu thch v ngi thnh cng s l
ngi mang li cho khch hng nhng cm xc tt p.
Thc s tm l Nguyn Cng Vinh Trng ban c vn chin lc Trung tm o to Hn Vit tng chia s : mi th trn i ny
u c th c gii thch bi thang nhu cu Maslow. T nhng hc thuyt nh cy gy, c c rt cho n hnh vi ca mi
ngi trong cuc sng cng xut pht t thang nhu cu ny.
Nm 1943, nh tm l hc Abraham Maslow (1908-1970) pht trin thang nhu cu Maslow. y l l thuyt v tm l c
xem l c gi tr nht trong h thng l thuyt tm l m tm nh hng ca n c tha nhn v ng dng rng ri trong cuc
sng. N c chia lm 5 bc
- Nhu cu sinh l
- Nhu cu v an ton
- Nhu cu v x hi
- Nhu cu c qu trng
- Nhu cu c th hin mnh
1. Nhu cu sinh l (Physiological Needs)
Nhu cu ny bao gm cc nhu cu c bn ca con ngi nh n, ung, ng, khng kh th, tnh dc, cc nhu cu lm cho con
ngi tn ti. y l nhng nhu cu c bn nht v mnh nht ca con ngi. Trong hnh kim t thp, chng ta thy nhng nhu
cu ny c xp vo bc thp nht: bc c bn nht. Tc l cc nhu cu mc cao hn khng xut hin nu nhu cu c bn
ny cha c tha mn.
Bn cn n khng cht i, ng nc khng cht kht,
V khi n no, mc m bn s khng dng tha mn mc ny m mun n ngon, mc p hay tin xa hn.
2. Nhu cu v an ton, an ninh (safety, security needs)
Nu bn l mt sinh vin ngho, mi bui sng i hc bn cn n sng. Bn ch cn mt nm xi n c v r. Bn chn b bn
xi 3.000, khng c v sinh cho lm nhng cng chng cht ngi.

Nhng khi i lm c tin hn, bn li khng n qun xi ny na, chp nhn mua 7.000 8.000 mt gi xi, nhng n ung hp
v sinh hn, khng s b ln ra au bng. Khi m bo c nhu cu c bn th bn bt u quan tm n nhu cu an ton.
H cn s bo v, an ton trc nhng s e da, mi nguy him v vt cht hay tinh thn. l s mong mun sng mt cuc
sng n nh, mt x hi ha bnh. y cng l l do m xut hin h thng php lut hay i ng cng an, cnh st trong cuc
sng ca chng ta.
3. Nhu cu v x hi (Belonging needs)
y l mt nhu cu v tinh thn. Khi con ngi mong mun c gn b vi t chc hay mt phn trong t chc no hay
mong mun v tnh cm th y chnh l nhu cu x hi. l mi quan h trong gia nh, trng lp, cng ty, bn b hay mt
cng ng.
Nhu cu ny cng khng km phn quan trng. Bn chng th sng trong th gii ring mnh bn v hng ngy ht: ai em ln
n l. Khng nhng th, khi cho v nhn nhng tnh cm tt p chc chn bn s cm thy hnh phc v lm vic vi hiu
sut tt hn.
Mu thun m chng nng du cng c th c gii thch t nhu cu ny. Khi ngi m cm thy tnh cm ca a con trai m
mnh nui nng by lu nay b chia s cho mt ngi khc, b s c cm gic b mt i mt phn trong mnh. Chnh v th, nu
bn l mt nng du c c thin cm vi m chng bn cn cho b y bit: bn khng ly i tnh cm ca con trai b, m
bn cng l a con ca b, v chng bn lun quan tm v mang li cho b hnh phc.
V trong marketing, ly c lng ca khch hng bn hy em li cho h nhng cm xc tt nht iu ny gp phn khng
nh to ra s thnh cng.
4. Nhu cu v c qu trng (esteem needs)
Nhu cu ny cn c gi l nhu cu tha nhn. y l nhu cu c ngi khc qu mn, n trng trong t chc, x hi.
C khi no bn mun ung nc c ph 34 tng hay n ti nh hng Khaisilk! Bc vo y, bn cm thy mnh ng cp
khc, cm thy c n trng.
V trong cuc sng hay cng vic cng th, khi c khch l, khen thng v nhng thnh qu lm vic ca mnh, hn bn s
cm thy sung sc hn phi khng no. Chnh iu y l xut pht ra im ca hc thuyt qun l c c rt.
5. Nhu cu c th hin mnh (self-actualization)
y l nhu cu nh ca thang Maslow, nhu cu c th hin bn thn, c khng nh mnh trong cuc sng hay sng v lm
vic theo am m v cng hin ht mnh cho nhn loi hay mt cng ng. Vic lm ca h da trn chn l, s hiu bit, thng
thi v s tng tri. M theo Maslow ch c mt t l nh dn s t c mc ny. l nhng v nhn nh nh bc hc v
i, nh vt l l thuyt c, quc tch Thu S ca th k 20 Albert Einstein (1879 1955) ngi ni ting vi thuyt tng i.
Hay Thomas Alva Edison (1847 1939) ni ting vi pht minh bng n u tin trn th gii
Trong mi con ngi chng ta u tn ti c 5 nhu cu ny, song nhu cu ch lc s quyt nh n tnh cch v hnh vi ca
chng ta.V mi giai on khc nhau chng ta s c nhng nhu cu ch lc khc nhau. Chnh v th, khi tung mt sn phm ra th
trng, chng ta cn chn i tng khch hng mc tiu, chng ta cn hiu c h ang nc nhu cu no tc ng mt
cch hp l nht.
Nhn li nhng g c trong cuc sng ca bn nh:
- L sinh vin mi ra trng bn ch cn mt vic lm vi mc lng sng l c.
- Sau khi lm vic c vi ba thng, nhu cu an ton trong bn xut hin, bn bt u ni vi boss ca mnh v hp ng lao
ng, v cc ch y t bo him.

- Bn bt u gn b vi mi ngi trong cng ty, coi cng ty nh ngi nh th hai ca mnh, cm thy bn l mt phn khng
th thiu ca n. y l lc nhu cu thuc v, nhu cu tnh cm trong bn tri dy.
- Lm vic 5 nm 10 nm, bn c mong mun c tha nhn trong cng ty, mun mnh l ngi c ting ni trong cng ty,
mun c bt lm t trng hay chc v qun l.
- n mt lc no , c th ng tin khng phi l th gi bn. Bn mun lm mt cng vic m bn yu thch, am m v
cng hin ht mnh.
- Nu bn l mt ngi qun l, bn cn bit nhn vin ca mnh ang mc nhu cu no bit cch gip h lm vic t hiu
sut cao nht.

Cu 5 (5 im) Chng 2
Chng c g ngc nhin khi doanh nghip dnh ht thi gian, s quan tm v tin
bc cho cc hot ng nhm thu ht v gi chn khch hng.
Hy phn tch cu pht biu trn y. Theo bn cc doanh nghip c th lm g
thu ht v gi chn khch hng.

Chin lc li ko v gi chn khch hng

Chin lc li ko v gi chn khch hng thc s quan trng i vi bt k mt doanh nghip no. Do vy, bn cn cn
nhc nhng im mu cht di y.
Hiu rng chng trnh li ko khch hng l mt cch tuyt vi chc chn khch hng se quay tr li. V phng n tt
nht l s dng nhng i l bn l nhn ra cc khch hng trung thnh.
Hy t ra cho doanh nghip ca bn nhng cu hi n gin sau y:
Doanh nghip ca bn c chin lc li ko khch hng mt cch ng n v thng minh hay khng?
Bn c dnh mt phn ngn sch marketing ca mnh gi chn khch hng hin ti khng?
Nu cu tr li l "khng" th iu c ngha l bn ang gp ri ro trong chin lc thnh cng lu di ca doanh nghip.
Nh rng gi mt khch hng hin ti cn kh hn c c c mt khch hng mi. iu ny khng c ngha l bn nn
b qua vic chi tiu ngn sch ginh c nhng khch hng mi, tuy nhin bn cng nn u t vo ngn sch marketing
cho chin lc gi chn khch hng.
Cn nhc quy lut 80/20, trong 80% doanh thu ca doanh nghip l t 20% khch hng ca bn. Mt chng trnh duy tr
khch hng tt se c tin hnh bin khnh hng thng xuyn thnh nhng khch hng trung thnh, nhng ngi se chi
tiu nhiu tin hn trong vic mua sn phm/dch v ca bn.
Ni th n gin nhng c c nhng khch hng trung thnh khng phi l chuyn d dng. iu cn ph thuc vo
nhiu yu t khc.
Dch v khch hng km thm ch c th hy hoi nhng chng trnh thu ht khch hng tt nht. Do vy, bn cnh to
tng cho cc chin dch li ko khch hng, doanh nghip cn phi ch trng n ton b hot ng qung b v marketing ca
mnh chc chn rng mi mc tiu t ra phi c thc hin.
B phn k ton c qu chm tr trong vic chi tiu v thanh ton cho chin dch? B phn tip tn c nhai ko cao su trong
khi ni chuyn vi khch hng qua in thoi? Cho nn, vic quan tm n hot ng ca cc b phn trong cng ty thc s cn
thit m bo qu trnh lm vic c din ra thng sut. Mi lin lc v tip xc vi i tc cn phi th hin thi tch cc.
Tuy nhin, tt c iu ny u ph thuc vo loi hnh kinh doanh v c cu t chc ca doanh nghip . Cc doanh nghip cn
phi la chn nhng kh nng khc nhau cho mi mt chin dch thu ht khch hng ca mnh.
Lin lc thng xuyn
Bn c th tin hnh tng cho mt chng trnh to ra nhng cuc gp g thng xuyn vi khch hng hoc nhng
i tc trong tng lai (Chin dch nh git). V d, pht trin mt chin dch vi nhng th thng bo, gi th tay hoc nhc
khch hng nh li nhng iu quan trng. y l nhng cch tip cn hon ho cho bt c mt dch v bn hng chuyn
nghip no: chng hn nh cc cng ty kinh doanh bt ng sn, mua bn t hoc mt loi hnh kinh doanh khc, nhng ni c
sai st ln trong nhng ln k hp ng mi.
Bn c th gi nhng tm card cc khch hng c th gi li cho nhng bn hp ng mua bn tip theo.
Chng trnh khuyn mi
Tin hnh cc chng trnh khuyn mi hoc bc thm trng thng, s dng sn phm/dch v min ph khuyn khch
khch hng mua v bit n sn phm ca bn. iu ny c p dng thng xuyn cho cc i l bn l, tuy nhin, quan trng
l phi la chn mt hnh thc chng trnh thu ht khch hng to c mi quan h tt gia doanh nghip vi doanh nghip v
doanh nghip vi khch hng. Bn c th ngh n mt chng trnh trit khu phn trm bng tin mt cho nhng i tc c

mi quan h lu nm. Loi chng trnh ny c thc hin tt nu bn c nhiu s la chn cho khch hng i vi sn phm/
dch v.
Kt ni cc thnh vin
Bn c th to mt cu lc b cc thnh vin kt ni nhng khch hng tng lai, khch hng hng thng xuyn v
nhng khch hng c bit n qua cc chng trnh khuyn mi vi nhau. Mc ch ca cng vic ny l gip bn c c hi
kho st thi quen mua sm ca h t c nhng thng tin chnh xc v gi tr cho chin dch cnh tranh vi cc i th
khc.

GI CHN KHCH HNG BNG CCH NO

Vic gi chn khch hng quen thuc bao gi cng d dng v n gin hn vic thu ht
khch hng mi. Th nhng lm cch no gi c h li vi mnh li l mt vn
khng n gin. Bn hy th tm hiu nhng b quyt duy tr khch hng sau y p dng
cho cng ty mnh.
1. Hy ni vi khch hng rng bn nh gi cao cng vic ca h.
Mi ngi u thch lm vic vi nhng ngi coi trng cng vic v bn thn h. Tuy
nhin, khch hng khng th t nhin m bit c bn nh gi cao h. Vy th bn ng
qun biu l cho khch hng bit s trn trng ca bn i vi cng vic ca h. Khi kt
thc mt cuc hp hay mt cuc in thoi, bn hy cm n khch hng v hp tc vi
mnh. Hy ni rng bn hiu ti sao h li quyt nh lm n vi bn v bn nh gi cao s
la chn ny.
2.Tr li in thoi - v gi li.
Mc d c th nhiu ngi ngh rng lm nh vy s vi phm quy tc qun l thi gian
hiu qu ca cc nh lnh o, nhng iu ny l khng hon ton ng. Nu bn i ti cc
cuc hp hoc cc cuc hi tho, ngi ta s ni vi bn rng: ng tr li in thoi hay
ng khch hng gp c bn. H ni thi gian l tin. Nhng nu khng c khch
hng, bn s khng c tin. y l l do ti sao bn nn t mc tiu l s gi li 99% s
cuc in thoi trong ngy v 100% trong vng 12 gi sau.
3. Quan tm ti nhng g khch hng mun, khng phi nhng g bn mun.
Hin nay, khch hng ang c xu hng tm kim i tc mi thay th cho i tc c ca
h, 80% trong s cho bit rng h thay i khng phi v hiu qu cng vic, m bi v
quan h khng tt vi nhn vin cng ty. Khch hng ngy nay thng hay mt lng tin
nhn vin t vn hay dch v khch hng, v nhn vin b phn ny thng t li ch ca
mnh, c th l sn phm v doanh thu, cao hn li ch ca khch hng.
Vy th cch gii quyt chnh l bn hy gim bt nhng mi quan tm v doanh thu, m
hy ch vo phong cch phc v. Khch hng mun c phc v hn l ch giao dch n
thun. Khch hng mun bn hiu c hon cnh ca h, dnh thi gian tip xc vi h,
coi trng thi ca h v gip h gii quyt vn .
ng qun l bn ang bn dch v v khch hng l ngi mua. Bn nn thng xuyn
t t cu hi: Liu mc ch cao nht ca ti l kim tin hay lm cho khch hng c ci
nhn tt p v cng ty?. Nu cu tr li nghing v pha khch hng, c ngha l bn sp c
thm mt khch hng trung thnh ri .
4. Hy lm cho khch hng cm thy rng h rt quan trng.
Bn cng c th gi khch hng bng cch chuyn mi quan h i tc thnh mi quan h
c nhn, c bit nu bn hot ng trong cc lnh vc nh mi gii bo him hay bn hng
a cp.

Bn hy c gng duy tr lng khch hng ca mnh bng nhng cch lm kh n gin
m hiu qu nh gi thip chc mng nhn dp l tt v thip cm n ti khch hng, mua
nhng quyn sch mi nht v cc nhn vt ni ting lm qu cho h, tng hoa trong nhng
dp sinh nht, thm ch ni cho tt c mi ngi bit c hm nay l ngy quan trng no
ca khch hng. Nh th, khch hng lun cm nhn c s quan tm, tn trng mt
cch thn tnh ca bn. Kt qu l bn khng ch gi c khch hng ca mnh m cn c
thm nhiu khch hng mi bng nhng li tin c ho phng ca cc khch hng tha mn.
5. ng lng qun khch hng ca bn.
Bn c nhn thy rng khch hng ang tha dn khng? C phi bn mt lin lc vi
khch hng ca mnh khng? Nu ng vy th bn s sut ri . Khi khch hng khng
xut hin th bn hy ch ng lin lc vi h v gi thi quen gi in thoi hay thnh
thong ti thm h.
6. nh hng cho khch hng ca bn.
Bn khng nn t bo cha rng khch hng s t bit h mong mun iu g v ngi i
khch hng t tm n bn. Ngc li, bn c th gi c khch hng ca mnh bng
cch nh hng cho h.
Bn hy gi lin lc vi khch hng t nht 2 ln trong nm cung cp cho h nhng
thng tin mi nht m bn c bao gm nhng chnh sch mi ca cng ty, nhng thay i
trn th trng, thng tin v sn phm Khch hng s vui hn, v tin tng bn hn khi h
nhn c nhng thng tin nh vy t chnh bn, ch khng phi l t nhng phng tin
truyn thng hay qua li n no .
Nhng thng tin mi nht m bn gi ti s gip khch hng bit c h c li ch g khi
hp tc vi bn. Khch hng c hng dn, c dy rt k lng v sn phm, h bit
trc rng h s cn mua sm th g ri t a ra quyt nh ca mnh. y chnh l l do
ti sao khch hng mun lm vic vi bn.
CHIN LC THU HT KHCH HNG V BN HNG
lm c iu trn bn phi ln mt chin lc y t khu:
Phn tch th trng:
S dng cng c phn tch bit c khch hng h ang c nhu cu g, khch hng
ang u l iu rt quan trng bn tp trung chin dch qung b ph hp.
Thit k website v tch hp cc cng c
Cng c truyn ti thng ip ti khch hng, trang thng tin y cho khch hng v
sn phm, dch v ca bn.
Qung b
L khu truyn thng (Qung co, PR) v cng quan trng v n s quyt nh thu ht
c khch hng hay khng.
Thng ip Marketing
y l khu quan trng nht, khng n gin chi l vit th ng bnh thng, bn phi c
k thut v lm ng cc bc y v thuyt phc p ng ng nhu cu thng tin ca
khch hng. L khu quyt nh bn c hng hay l khng.
Chm sc khch hng, phi nhun nhuyn v thng nht!

 lm t khu qung b, sales, bn c mt sn phm/dch v bn phi tn 80% chi

ph bn ch cn li 20% li nhun. Nhng nu khch hng c bn chm sc lm sao h quay
li mua hoc chia s cho nhiu ngi khc th bn ch tn 20% chi ph, iu c ngha l
bn thu 80% li nhun.
Cu 6 (5 im) Chng 1 trang 13
Tha mn khch hng l nhim v ca b phn marketing trong doanh nghip.
Hy bnh lun tnh ng n ca cu pht biu trn.
t c mc tiu kinh doanh, cc doanh nghip cn phi xc nh c nhu cu ca khch
hng mc tiu, m bo tha mn nhng nhu cu mt cch tt hn so vi i th cnh tranh.
Cc hot ng marketing l ton b hot ng kinh doanh ca doanh nghip nhn t pha khch
hng. Nhng trit l c bn trong kinh doanh ca doanh nghip l nh hng theo khch hng;
phi hp cc chc nng qun tr ca doanh nghip; xy dng vn ha doanh nghip kt ni mi
cp qun l, mi b phn v vi ton th nhn vin theo hng tha mn nhu cu khch hng; ton
doanh nghip phi quan tm ti s sng to, i mi sn phm/dch v; phi hp ng b cc hot
ng chc nng trong marketing.
Nh vy, nu theo quan im ny th doanh nghip s ti a ha li nhun thng qua vic tha
mn nhu cu ca khch hng ch khng phi lng bn ti a nh trong quan im nh hng
bn hng.
Di y l s so snh hai quan im: nh hng bn hng v nh hng marketing.
im
xut
pht
Qua im Doanh
bn hng nhip
Quan
Th
im
trng
marrketing mc tiu

Trng tm
ch

Bin php kinh doanh

Mc tiu

Tp trung bn hng, Li nhun c

Sn phm
qung co, khuyn c
nh
mi, v.v.
lng bn ra
li nhun c
Pht hin v S dng marketing
c nh tha
nm bt nhu ng b: nghin cu
mn tt hn
cu
ca th trng, sn phm,
nhu cu ca
khch hng
phn phi, v.v.
khch hng

Cu 7 (5 im)
Theo bn v sao doanh nghip phi bo m s cn bng gia nh hng theo
khch hng v nh hng theo i th cnh tranh?
Cc quan im nh hng theo khch hng v i th cnh tranh
Trong thc tin hot ng kinh doanh thng gp nhng trng hp doanh nghip tp
trung n lc v s quan tm ca mnh vo i th cnh tranh n mc sao nhng vic tp
trung vo khch hng, hay ngc li. C hai xu hng ny u dn n nhng kt qu khng
my kh quan. Do vy, cc doanh nghip phi m bo s cn bng gia nh hng theo
khch hng v nh hng theo i th cnh tranh.
a. Doanh nghip tp trung vo i th cnh tranh
Mt doanh nghip tp trung vo i th cnh tranh hay ly i th cnh tranh lm trung
tm l doanh nghip ra cc gii php ca mnh c bn da vo nhng phn ng v hnh

ng ca i th cnh tranh. Doanh nghip theo di cc hot ng v th phn ca i th

cnh tranh trn th trng. Cch thc tin hnh ca doanh nghip ny nh sau :
Tnh hnh :
- i th cnh tranh X gim gi bn H Ni v lm gim th phn ca ta 3%.
- i th cnh tranh Y ang m rng mng li phn phi thnh ph H Ch Minh v lm
gim doanh s ca ta.
- i th cnh tranh Z ang tung ra mt dch v mi Cn Th v khch hng bt u
dng th.
Gii php :
- Ta s p li vic h gi ca i th H Ni bng cch gim gi sn phm ca mnh.
- Ta s tng thm ngn sch qung co thnh ph H Ch Minh.
- Ta s tng cng chi ph gii thiu sn phm ti Cn Th.
u im ca kiu hoch nh chin lc ny l gip cho doanh nghip trin khai nh
hng chng tr. N rn luyn cho nhng ngi lm marketing kh nng cnh gic, lun sn
sng theo di st sao nhng im yu ca doanh nghip v ca i th c gii php bo
v hay tn cng i th c hiu qu. Hn ch l doanh nghip a ra qu nhiu gii php ca
mnh da trn cc gii php ca i th cnh tranh v b chi phi bi cc gii php ca
i th. Kt qu l doanh nghip khng hnh ng theo hng nh trc hng v
mc tiu c bn l tha mn tt nht li ch ca khch hng.
b. Doanh nghip tp trung vo khch hng
Mt doanh nghip ly khch hng lm trung tm cho hot ng ca mnh s tp trung
nhiu hn vo vic pht trin khch hng khi hoch nh cc chin lc ca mnh. Doanh
nghip s quan tm n nhng hng pht trin sau y.
Tnh hnh :
- Tng th trng c mc tng trng hng nm 5 %.
- Phn on th trng nhy cm vi gi c tng 10 %.
- Khch hng mua theo hp ng cung ng nh k tng nhanh , nhng c xu hng
khng quan h lu di vi nh cung cp no.
Gii php :
- Ta s tm cch gim chi ph gim gi nhm thu ht thm cc khch hng nhy cm
vi gi c.
- Ta c gng tranh th cc hp ng c th k kt c, nhng khng tp trung n lc vo
nhm khch hng khng trung thnh .
Cc doanh nghip nh hng theo khch hng thng c v th tt hn cc doanh nghip
nh hng theo i th cnh tranh trong vic pht hin cc c hi mi v a ra nhng
chin lc c ngha lu di. Qua vic theo st khch hng, doanh nghip hiu c nhm
khch hng no v nhng nhu cu mi no ca h cn u tin phc v trong kh nng ngun
lc cho php v ph hp vi mc tiu ca mnh.

Trn thc t hin nay th mi doanh nghip phi theo di c khch hng ln i th cnh
tranh. Cc doanh nghip thng trin khai qu trnh hot ng ca mnh theo bn cch nh
hng. Trong giai on u tin, cc doanh nghip t ch n khch hng cng nh i th
cnh tranh (nh hng theo sn phm). giai on th hai, h bt u chy n khch hng
(nh hng theo khch hng). giai on th ba h li ch hn n i th cnh tranh
(nh hng theo i th cnh tranh). Trong giai on hin nay h cn ch n c khch
hng ln i th cnh tranh (nh hng theo th trng).
CN I CC QUAN IM NH HNG THEO KHCH HNG V THEO
I TH CNH TRANH
Ta nhn mnh tm quan trng ca vic cng ty theo di cht ch cc i th cnh
tranh. Liu c th l dnh qu nhiu thi gian v cng sc vo vic theo di cc i th cnh
tranh khng? Cu tr li l c! Mt cng ty c th tp trung vo i th cnh tranh n mc
sao nhng vic tp trung vo khch hng.
Mt cng ty ly i th cnh tranh lm trung tm l cng ty ra cc bin php ca mnh
v c bn u xut pht t nhng hnh ng v phn ng ca i th cnh tranh. Cng try
theo di cc hot ng v th phn ca cc i th cnh tranh trn tng th trng. ng
li ca loi cng ty ny nh sau:
Cng ty ly i th cnh tranh lm trung tm
Kiu lp k hoch chin lc ny c mt s u im v mt s nhc im. V mt tt,
cng ty xy dng c hng chin u. N rn luyn nhng ngi lm Marketing ca mnh
tinh thn lun lun cnh gic, theo di nhng mt yu v tr ca mnh v theo di nhng
mt yu ca cc i th cnh tranh. V mt xu, cng ty a ra qu nhiu cch phn ng.
ng l ra phi xy dng v thc hin mt chin lc nht qun nh hng theo khch
hng, th cng ty li i xc nh cc bin php ca mnh trn c s nhng bin php ca cc
i th cnh tranh. N khng hng n nhng mc tiu ca chnh mnh. Cng ty khng bit
nn dng li y, v ph thuc qu nhiu vo nhng g m cc i th cnh tranh lm.
Cng ty ly khch hng lm trung tm

Mt cng ty ly khch hng lm trung tm s tp trung nhiu hn vo vic pht trin

khch hng khi hoch nh cc chin lc ca mnh. R rng l cng ty ly khch hng lm
trung tm c v tr tt hn pht hin nhng c hi mi v ra nhng chin lc c
ngha lu di. Nh theo di nhng nhu cu ca khch hng, cng ty quyt nh c nhng
nhm khch hng no v nhng nhu cu mi xut hin no l quan trng nht cn phc v
(c tnh n cc ngun ti nguyn v mc tiu ca mnh).

Bng 6-4. Cc cch nh hng ca cng ty

Trn thc t, ngy nay cc cng ty phi theo di c khch hng ln i th cnh tranh.
H.6-4 cho thy rng cc cng ty trong nhng nm qua tri qua bn cch nh hng.
Trong giai on u tin, cc cng ty t ch n khch hng cng nh i th cnh tranh
(nh hng theo sn phm). Trong giai on th hai h bt u ch n khch hng (inh
hng theo khch hng). Trong giai on th ba h bt u ch n cc i th cnh tranh
(nh hng theo i th cnh tranh). Trong giai on hin nay h cn ch u n c
khch hng ln cc i th cnh tranh (nh hng theo th trng).
Cu 8 (5 im) Chng 2 trang 26
Hy trnh by ni dung ca cc chin lc pht trin cng , pht trin tch nhp
v pht trin a dng ha. Gii thch r v cho v d minh ha.
Trang 26 (Chng 2)
Cu 9 (5 im) Chng 1 trang 12 (Quan im sn phm)
Nu nh bn ch to c nhng chic by chut tt hn, c s khng mc trn
con ng n nh bn.
Pht biu trn th hin quan im g? Gii thch?
Thit k mi l, mn hnh ln hn
Khng cn l kiu dng vung vc c iPhone 6 v iPhone 6 plus c thay i rt nhiu trong thit k. Cc gc
cnh vung vc c xa b thay vo l gc trn cnh cong. Cc thit k ca cc hng khc cng l nhng
gc trn mm mi nhng thit k vn khng th bng iPhone 6. S kt hp gia gc bo trn b dy siu mng em
li cm gic thoi mi khi cm trn tay. Khng nh nhng chic in thoi ca hng Samsung hay Nokiavn l cc
gc bo trn nhng do thit k vn cha c o nh gn nn vn khng mang li cm gic thoi mi khi cm my
trn tay. Nt home cng nh nt ngun ca iPhone 6 cng c thay i sao cho chic my c b tr cn bng v
ph hp. Nt ngun c a v bn sn my tin s dng khi dng mt tay

Mn hnh 4,7 inch v 5,5 inch thuc loi ln nht trong cc dng iphone trc. Chic in thoi iPhone 6 v iPhone
6 plus ha hn se em n cho bn nhiu tri nghim th v cng vi mn hnh ln ny. Hn th l phn gii

c nng cp cho bn nhng hnh nh sng ng chn thc nht. Vi iPhone 6 l 750x1334 pixel v iPhone 6
plus cn nng cp hn l 1920x1080 pixel. phn gii ca my c nng cp hn so vi cc my khc gip cho
hnh nh p hn, mu sc khng la lot hnh nh hin th ro nt hn. chy ua vi cc hng in thoi khc th
Apple c quyt nh sng sut trong s thay i v thit k v nng cp. iPhone 6 v iPhone 6 plus khng ch
c mnh danh l chic in thoi mn hnh ln m cn l mt chic smartphone mng nht nh th gii vi b
dy l 6, 9 i vi iPhone 6 v 7, 1 i vi iPhone 6 plus. Nhng chic iphone u em n s sang trng , qu
phi cho ngi cm n nh vo c im thit k khung nhm lin cao cp.

B dy siu mng ca iPhone 6

H iu hnh mi, b nh khng

Khng phi h iu hnh android cng khng phi h iu hnh windown phone, iPhone 6 v iPhone 6 plus c
trang b h iu hnh iOS8c nng cp ln sau nhng chnh sa ca h iu hnh iOS 7 c. Khi nhng
chic in thoi khc u s dng h iu hnh android hay windown phone quen thuc th iPhone 6 v iPhone 6
plus li chinh phc ngi dng bng h iu hnh iOS 8 mi vi nhiu tnh nng ng ch .

Mt sau v camera chnh ca iPhone 6 Gold

B nh ca iPhone 6 v iPhone 6 plus cng c nng cp ln hn nhiu so vi cc dng in thoi khc. Nu
nh cc dng in thoi khc ch mc 8 n 16 GB th ca iPhone 6 c nng cp ti a ln ti 128 GB . B nh
cc khng ny gip bn tha h lu tr lng ln d liu. My cn c trang b b x l A8 64 mt b x l mnh
me vt tri hn hn gip bn c th chi nhng game ha nng xem nhng video cht lng cao. Nhng chic
my khc cng trang b b x l mnh me nhng vn khng th h tr ti a co nhng game kinh in nh vy.

pin bn v camera vi cng ngh mi

Sau nhng nghin cu di th pin ca iPhone 6 v iPhone 6 plus c ci thin rt nhiu. Pin ca my chc chn
se tt hn hn so vi cc dng iphone trc v chc chn n cng se tt hn nhiu so vi cc dng in thoi khc.
Thi lng pin ln ti 1800mAh cho thi gian m thoi di, thi gian truy cp mng ln ti 10 gi ng h gip bn
tha h lm nhng iu mnh thch m khng lo phi mang theo chic sc mi ni.
Khng c nhiu thay i v camera v camera ca in thoi iPhone 6 khng c phn gii ln nh nhng chic
in thoi ca Samsung nhng ch vi camera 8MP th nhng bc hnh do iPhone 6 mang li cng thch thc i
vi nhng chic my khc. Camera trc 1,2 MP cng se cho bn nhng bc hnh tuyt vi nht theo mong mun
ca bn. Ngoi ra iu c bit iPhone 6 v iPhone 6 plus m cc dng my khc khng c l cng ngh n
nh nh k thut s iPhone 6 v cng ngh n nh nh quang hc chng rung v n nh nh iPhone 6 plus th
y chnh l iu th v v hp dn m chic my em li cho mi ngi.

Kt ni v nhng tnh nng vt tri

IPhone 6 v iPhone 6 plus cng c trang b y cc tnh nng kt ni wifi , 3G, bluetooth nhng tc ca n
c tng gp nhiu ln so vi cc dng my cng loi. Ngoi ra my cn trang b tnh nng nhn din du vn tay
gip cho vic bo mt tt hn bao gi ht v tnh nng NFC gip bin chic my nh chic v di ng thanh
ton dch v ngay trn chic in thoi

a ch bn hng chnh hng

Khi c cng b trn th trng iPhone 6 v iPhone 6 plus khng ch thu ht s ch ca khch hng m cn ca
cc ca hng ln. Cc ca hng u a ra u i c bit cho hai siu phm mi ny. Hy la chn mt a ch
ng n c sn phm tt nht v chnh hng nht.

Cu 10 (5 im) Chng 3 trang 61

Doanh nghip lm th no nhn dng i th cnh tranh trc tip? Hy trnh
by v phn tch phng php phn tch cnh tranh ca 1 doanh nghip.
i th cnh tranh ca bn l ai?
Cu tr li khng n gin nh bn tng. Bn c th thy rng bn cnh tranh vi
nhng nh cung ng khc nhau trong nhng khu vc hoc th trng dch v/sn phm khc
nhau m bn ang vn hnh. Tm li, i th cnh tranh ca bn bao gm:
- Tt c cc hng ang cung cp, hoc cung cp, cho khch hng hin ti ca bn,
hoc cho nhng khch hng tim nng ca bn. Trc tin hy tp trung vo vic thu thp
thng tin v thu hiu nhng nh cung ng em n nhiu ni e da cho nhm khch hng
hin hu hoc cho vic bn nhng sn phm v dch v m bn ang cung cp.
- Nhng i th mi thm nhp vo th trng. Lun m to mt nhn ra nhng du
hiu ca bt k doanh nghip no m c v nh sp sa a ra mt sn phm cnh tranh,
chun b chim cm tnh ca khch hng ca bn hoc pht trin nhanh hn bn.
- Nhng doanh nghip a ra cc sn phm hoc dch v thay th, c bit l nu sn
phm/dch v c tim nng thay th sn phm/dch v ca bn.
Phn tch SWOT ca cng ty Honda
Trong th trng kinh t hin nay c rt nhiu cng ty, tp on ln s dng phng php phn tch
SWOT hoch nh ra chin lc kinh doanh nh cng ty sa vinamilk, cng ty honda, cng ty
toyota..........
hiu r thm v SWOT th chng ta s tm hiu vic phn tch SWOT trong cng ty honda.
Cng ty Honda l mt tp on sn xut t ln th 2 ti Nht Bn, do ng Soichiro Honda lp ra vo
ngy 24/9/1948. L c u th l sn xut xe gn my,sau mi pht trin rng ra v nay sn xut c ot v xe
my. Honda l nh sn xut ng c ln nht th gii vi s lng hn 14 triu chic mi nm.Tuy nhin,
c th rng nn tng ca s thnh cng ca Honda l phn lm xe my.
Honda bt u sn xut t xe my ti xe tay ga t nm 1958. n cui thp nin 1960, Honda chim
lnh th trng xe my th gii. n thp nin 1970 cng ty tr thnh nh sn xut xe my ln nht th gii
v t n nay cha bao gi mt danh hiu ny.
Nm 1976, xe Accord ngay lp tc c mi ngi bit n vi c im tn t nng lng v d li;
Honda tm c ch ng M. Nm 1982, Honda l nh sn xut t Nht Bn u tin xy dng nh
my sn xut xe hi M, bt u vi nh my sn xut xe Accord Marysville
Honda l nh sn xut t ng u tin ca Nht gii thiu nhiu dng xe sang trng ring bit. Dng
xe Accura ra i vo nm 1986 to nn nhiu kiu xe Honda mnh hn v mang tnh th thao hn so vi
nhng loi xe Honda khc.
Cho kiu xe nm 2007, Honda d nh tng an ton ca xe bng cch thm vo cc b phn tiu
chun i vi tt c cc loi xe Honda Bc M (ngoi tr loi xe Insight v S2000 s khng c sidecurtain airbad) nh ti kh cc gh trc, side-curtain airbag, v b chng kha cho thng.

Phn tch:
Th mnh ca Honda :
Honda l mt trong nhng thng hiu ni ting trn ton th gii. Trong nhng nm qua Honda
c ngi dng cng nhn l mt trong nhng cng ty c sn xut ra nhng sn phm tt nht, c an
ton cao... iu ny c th hin thng qua doanh s bn hng ca cng ty ti cc i l phn phi trn th
trng tiu dng. T cui thp k 60 n u thp k 70 th Honda chim lnh th trng th gii v tr
thnh nh sn xut xe my ln nht th gii, v t n nay th cng ty cha bao gi b mt danh hiu ny.
Th trng tiu th ca Honda rt rng ln, hng Honda ng tr s ti Tokyo v c nim yt gi trn
th trng chng khon Tokyo, Thnh ph New York, Lun n, Pari, California, Canada....
Li nhun tng cao. Ti cc cng ty lin doanh Honda ti Trung Quc s gip cng ty tng thu nhp
rng hng nm ln 10 t yen (92,5 triu USD), cao hn d on ban u ca cng ty, gim c ti chnh
Yoichi Hojo pht biu vi hng tin Bloomberg. iu ny cho php Honda tip tc gi vng mc tiu thu
nhp rng ngay c sau khi h thp d bo li nhun kinh doanh xung 3,1%. S pht trin ca th trng
Trung Quc v Nga ang lm gim bt s ph thuc ca Honda v th trng Bc M, chim ti 70% li
nhun kinh doanh ca hng.Doanh s bn hng ca Honda ti Trung Quc tng 15%, v gp i ti Nga
trong qu u thuc nm ti kha, tng nhanh hn 8% ti M
Honda lun t khch hng ln hng u.
Honda, dch v khch hng khng ch l chm sc tht tt chic xe ca bn. i vi chng ti, dch
v khch hng l cung cp dch v tuyt ho, xuyn sut v nhng quyn li c bit ch dnh cho qu
khch hng - nhng ch nhn xe hi Honda.
Mu m sn phm.
Honda lun thay i kiu dng, mu m ca xe vi thit k vt tri, cng ngh tin tin, cht lng
cao, an ton. Nm 1976, xe Accord ngay lp tc c mi ngi bit n vi c im tn t nng lng v
d li, gip cho Honda tm c ch ng M.
Dng xe Accura ra i vo nm 1986 to nn nhiu kiu xe Honda mnh hn v mang tnh th thao
hn so vi nhng loi xe Honda khc. K t khi ra mt th trng thng 8 nm 2006, Honda Civic c
khch hng Vit Nam tn nhim.
Lun ginh c ch ng trong lng gii tr. Vi thit k vt tri, cng ngh tin tin, cht lng cao,
an ton, Honda Civic l mt trong nhng la chn tt nht cho khch hng trong phn khc xe sedan hng
trung. Ngay khi chic Civic ra i n c rt nhiu ngi a chung. V ch sau 2 nm v 9 thng s
lng bn hng thc t t 12.000 xe.
Honda p dng rt nhiu nhng thnh tu khoa hc c th ci bin cht lng v mu m cho
nhng chic xe ca mnh nh vic u t mt lng tin khng l vo vic pht trin cc mu xe chy bng
pin nhin liu nh th ny, Honda thc s ang rt n lc chng minh cho sc sng ca mt th h cng
ngh tng lai.
Lun c nhng thit k mi.
Mi ngi u mang trong mnh mt c m. c m y khng ch chp cnh cho ta sc mnh vt
qua mi th thch m cn khi dy trong ta nim hng khi chia s, mt ng lc sng to v pht
huy nhng tng tin b, s pht trin ca Honda c bn da trn tng y v Honda vn c xy
dng t nhng c m. Sc mnh ca c m khng ngng a Honda vn n nhng bc t ph trong
cng ngh, khng ch lnh vc xe my m c xe hi v my ng lc. V th, s ra i ca Civic l thnh
qu tuyt vi t vic theo ui v thc hin c m. Nhng nt thit k tinh xo mi ca Honda Civic phin
bn mi c ly cm hng t dng v th thao c sc ca Civic Tyre R - mt mu xe th thao danh ting
m ra th gii th v cho nhiu ngi s dng trn ton cu. Thit k mi s mang n s c o, c
tnh, thi trang cng nhng giy pht th v sau tay li dnh cho khch hng.
im yu
Do thng hiu ni ting nn c rt nhiu sn phm khc tuy khng sn xut hay c bt k mi quan h
no vi cng ty Honda nhi thng hiu ca Honda lm nh hng n danh hiu cu cng ty.

Trong thi suy thoi ton cu hin nay th Honda phi ng ca mt s cng ty con Anh, sn lng
t Anh gim 47,5% hi thng 12/08 so vi cng k nm 2007. S lng ng k t mi trong nm
2008 cng gim 11%, xung 2,1 triu chic. Ngy 30/1, Honda cho bit li nhun trong 3 thng cui cng
ca nm 2008 gim 90% so vi cng k nm trc . Trong bi cnh khng hong ti chnh ton cu,
Honda hin ang khng ngng p dng cc bin php ct gim chi ph, trong bao gm c vic tm thi
ng ca c s chnh ca hng ti Anh trong bn thng k t thng hai
Doanh thu ca Honda Motor s gim 94,7% Nh sn xut t ln th hai Nht Bn - Honda Motor,
hm th ba (28/4) c tnh doanh thu ca tp on trong nm ti kha 2009 bt u t thng 4 s gim
94,7%, so vi nm ti kha 2008, xung cn 10 t yn (104 triu USD).
3. C hi
S kin SEMA 2008.
Nhn s kin SEMA 2008, Honda cng b hon tt phin bn mi mu xe ang rt c a chung
Honda Fit 2009 cng vi ph tng ca model Mugen mi v s tung ra th trng vo na u nm ti. Cc
ph tng bao gm: vnh c 16 inch, np bm bnh du bng nhm, li tn nhit th thao, h thng gim
thanh mi, hnh k hiu pha sau, tay gt linh hot, pedal th thao, thm lt sn xe
Ch to thm nhiu sn phm mi.
T nm 2004 hng bt u ch to m t chy diesel va m va khng cn b lc nhm p ng tiu
chun nhim. Tuy nhin, c th tranh ci rng nn ca s thnh cng ca cng ty ny l phn lm xe my
Lin tc m rng th trng tiu th.
Honda ang th hin quyt tm tng th phn ti Trung Quc, vi k hoch to mt thng hiu ring
cho th trng Trung Quc.
Honda chim lnh th trng tiu th ti Canda. Canada l mt vng t rng ln ko di n tn
chn tri v tri rng ra khp bn phng, vi nhng h nc nm ri rc, v nhng thnh ph ch l nhng
chm nh ni lin bng cc tuyn giao thng. y l c hi Honda pht trin dng sn phm ca mnh.
Honda c xp v tr th 19 trong top 100 thng hiu mnh nht th gii nm 2006.
Nguy c
C rt nhiu i th cnh tranh.
i th mnh nht ca Honda l Toyot. Toyota d nh tung ra dng xe hybrid xng-in mi c gi
khong 20.150 USD vo 2011 nhm cnh tranh vi chic Insight ca Honda, c gi di 20.000 USD th
trng M. Toyota s ct gim chi ph sn xut Prius cho ra i mt sn phm r nh s dng ng c
xng c dung tch nh hn 1,5 lt hin ti
Honda ang b rt nhiu sn phm nhi nhn hiu ca cng ty. iu ny nh hng n thng hiu
ca cng ty.
Nhiu sn phm mi ca Honda b cc ca hng phn phi trn th trng t ng tng gi khi thy
mt hng bn chy, khin cho khch hng khng cn nim tin i vi cng ty. iu ny rt nh hng n
uy tn cng nh danh ting ca Honda.

Cu 11 (5 im) Chng 5 trang 99

V sao cc doanh nghip phi ch trng pht trin sn phm mi? Vic pht trin
sn phm mi thng gp nhng kh khn g? V sao sn phm mi c t l tht bi
rt cao? Cho v d mt doanh nghip tung sn phm mi khng thnh cng th
trng Vit Nam (phn tch r cc l do lm cho sn phm mi tht bi).

Vi nhng thay i rt nhanh chng ca th hiu ngi tiu dng, cng ngh
sn xut v cnh tranh th trng, mt doanh nghip khng th ch da vo
nhng sn phm hin c ca mnh c. Khch hng lun mong mun v ch
i nhng sn phm mi v hon thin hn. Cc i th s lm ht sc mnh

tung ra nhng sn phm c kh nng cnh tranh cao. V vy mi doanh nghip

cn c mt chng trnh pht trin sn phm mi.
Doanh nghip c th c c mt sn phm mi bng hai cch: mt l thng
qua vic mua li (asquisition), bng cch mua c mt doanh nghip, mt bng
sng ch, hay mt giy php sn xut sn phm ca ngi khc. Cch th hai
l thng qua vic pht trin sn phm mi, bng cch thnh lp b phn nghin
cu v pht trin ring ca mnh hay k hp ng vi cc c nhn v t chc
nghin cu v pht trin thc hin. Chng ta s tp trung vo vic phn tch
tin trnh pht trin sn phm mi.
Vy th no l mt sn phm mi ? Sn phm mi xem xt y bao gm sn phm mi
hon ton, sn phm ci tin, nhng cch hon chnh sn phm v nhn hiu mi m doanh
nghip ang trin khai thng qua cc n lc nghin cu v pht trin ca ring mnh.
Theo cc tc gi Booz, Allen v Hamilton th c su loi sn phm mi i vi doanh
nghip v th trng.
Sn phm mi i vi th gii, tc l nhng sn phm mi to ra mt th trng hon
ton mi.
Loi sn phm mi. Nhng sn phm mi cho php doanh nghip thm nhp ln u
tin mt th trng c sn.
B sung loi sn phm hin c. Nhng sn phm mi b sung thm vo cc loi sn
phm hin c ca doanh nghip (kch c, hng v,...).
Ci tin sn phm hin c. Nhng sn phm mi c nhng tnh nng tt hn hay gi tr
nhn c cao hn v thay th nhng sn phm hin c.
Sn phm c nh v li. Nhng sn phm hin c c nhm vo th trng hay
nhng phn on th trng mi.
Sn phm gim chi ph.Nhng sn phm mi c nhng tnh nng tng t nhng vi
chi ph thp hn.
Ngy nay cc nc pht trin ch c khong 10% s sn phm mi l thc s mi i
vi th gii. Nhng sn phm ny c chi ph v ri ro rt ln, v chng mi c i vi doanh
nghip ln th trng. Do , phn ng cc doanh nghip thng tp trung c gng ca
mnh vo vic nghin cu ci tin cc sn phm hin c thay v nghin cu pht trin sn
phm hon ton mi. V d hng Sony dnh 80% hot ng v sn phm mi cho cng vic
ci tin cc sn phm hin c ca mnh.
Vic pht trin sn phm mi thng gp nhiu tht bi hn l thnh cng. Ti sao c
nhiu sn phm mi b tht bi ? C nhiu l do. Mt nh qun tr cp cao c th ng h
tng m ng ta a thch, bt chp nhng kt qu marketing cho thy l bt li. Hoc
tng th tt, nhng ngi nh gi qu cao qui m th trng ca n. Hoc sn phm
khng c ch to hon ho ng mc. Hoc n b nh v sai trong th trng, hay
khng c qung co chu o, hay do nh gi qu cao. i khi nhng chi ph cho vic
trin khai li cao hn d kin, hoc cc i th cnh tranh phn ng mnh hn mc doanh
nghip d tnh.
Cng ngy vic trin khai sn phm mi s kh thnh cng hn v nhng l do sau :

- Thiu nhng tng hay v sn phm mi.

- Th trng ngy cng manh mn v cnh tranh gay gt.
- Nhng i hi ca x hi v chnh quyn v an ton trong tiu dng v bo v mi
trng ngy cng cao hn.
- Qu trnh trin khai sn phm mi qu tn km do p lc v chi ph nghin cu pht
trin v marketing.
- Thiu vn u t cho nghin cu trin khai nhng tng tt c trin vng.
- Chu k sng ca cc sn phm ngy cng rt ngn li lm tng nguy c kh thu hi vn
u t cho nghin cu pht trin sn phm mi.
Nh th cc doanh nghip gp phi tnh trng tin thoi lng nan, h phi trin khai sn
phm mi nhng khng chc g thnh cng. Cc doanh nghip c th hn ch ri ro bng
vic lp k hoch c tnh h thng hn v thit lp mt tin trnh pht trin sn phm mi c
hiu qu hn.
C nhiu yu t gp phn vo s tht bi ca sn phm mi, hoc tr thnh du hiu bo
trc s tht bi: s khng ph hp vi mc tiu v kh nng ca doanh nghip; s cnh
tranh qu khc nghit; s thiu quan tm, h tr ca cc nh lnh o cao cp; thiu ngn
sch. Tuy nhin c cc yu t c bn c tng kt nh sau:
nh gi sai tim nng th trng.
Xc nh sai nhu cu, li ch khch hng mong i.
Cc phn ng bt ng t i th cnh tranh.
iu kin cht lng khng ph hp, cht lng sn phm mi c th c n
nh thp hn mong i ca khch hng lm cho h tht vng.
Kim nh th trng sai.
Thng tin gii thiu sn phm km, phn phi sn phm khng n c vi ngi
tiu dng.
Xc nh thi im sai lm: sn phm c tung ra qu sm hay qu mun u c
th tht bi.
S thc hin cc hot ng phi hp marketing mix ti.
Bia ti Laser: Bi hc t marketing
Sau thnh cng vi sn phm nc tng lc Number One (a ra th trng nm 2002), 1 nm sau Tp on
Tn Hip Pht u t 200 triu USD sn xut bia ti ng chai Laser, y l sn phm "bia ti ng
chai ln u tin c mt ti Vit Nam", vi mc gi cao hn Tiger v ngang nga vi Heineken.
Thng hiu Laser: "Bia ti ng chai u tin c mt ti Vit Nam" ca Tn Hip Pht
tht bi li bi hc marketing cho thng hiu.

Ngay t u Tn Hip Pht xc nh i tng phc v l phn khc cao cp cho bia ti ng chai
Laser. thc hin iu , Tn Hip Pht phi b ra s tin ln n 3 triu USD thc hin chin lc
qung b cho sn phm ny. Tuy nhin s sai lm trong thng ip sn phm, thc hin qung b khng
ng, khng nht qun khin bia ti Laser b nh ng vi bia l ng.

Ngay trong thng ip "Bia ti ng chai u tin c mt ti Vit Nam" khin ngi tiu dng hiu lm.
V t "bia ti" khin ngi ta ngh n dng bia bnh dn cho ngi thu nhp thp. Cn ngi dng bia cao
cp gi bia ti l bia c, bia Tip hay bia en.
V quan trng hn khi Tn Hip Pht nh v i tng phc v l khch hng thu nhp cao nhng Laser li
khng chen c vo knh Horeca (knh PR dnh cho cc loi bia cao cp trong cc nh hng, khch sn,
khu ngh dng...ni b Heineken chim lnh t lu). Cng vi nng lc ti chnh khng v vy ch sau
1 nm, Tn Hip Pht dng khng sn xut bia ti Laser v cng t thng hiu ny mt ht trn th
trng.
Foster's ra i v khng hiu "gu" ca ngi Vit
Thng hiu bia Foster's gn vi chin lc marketing v cu slogan: "...kiu c" nh "bia phong cch c".
Ban u slogan ny to ch cho ngi tiu dng nhng sau 1 thi gian, nhng khch hng ca bia
Foster's li cm thy kh chu. V bia Foster's bn ti th trng Vit Nam nhng li nu cao tinh thn c
nn khin khch hng cm thy khng c tn trng, y l nguyn nhn khin ngi tiu dng quay lng
li vi Foster.
Bn cnh tht bi ca bia Foster's cn t vic nh v phn khc th trng, i tng khch hng v s
khp khing trong khu phn phi. Trong khi Foster's n Vit Nam nhm i tng khch hng cao cp
nhng i tc lin doanh ca h li l Nh my Bia Tin Giang v nh my Bia Nng, nhng n v
c bit n vi dng bia ph thng.
Hn na c mt ti th trng Vit Nam nm 1998, li chn phn khc th trng cao cp khi m kinh t
Vit Nam lc cha c iu kin, ngi tiu dng vn cha sn sng n nhn cng khin thng hiu bia
Foster's b quay lng.
"Bia Foster's - bia phong cch c" cng bin mt khi th trng v khng hiu "gu" ung
bia ca ngi Vit

V th, sau gn 10 nm (1998 - 2007) c gng khng nh v th nhng khng thnh, Foster's chp nhn
tht bi th trng Vit Nam. Sau h phi chuyn nhng li ton b h thng Vit Nam cho APB
vi gi trn 105 triu USD (APB bn li cho VBL, lin doanh m APB ang nm 60% c phn) v ci tn
"bia Foster's - bia phong cch c" cng bin mt khi th trng.

Cu 12 (5 im) Chng 3 trang 62

Theo Philip Koller c 4 dng i th cnh tranh, hy ch ra 4 dng i th cnh
tranh ca xe my Honda ? (phi trnh by l thuyt)
Xc nh cc loi i th cnh tranh
Cc doanh nghip cn nhn thc ng cc i th cnh tranh ca mnh, bao gm cc i
th cnh tranh hin ti v i th cnh tranh tim n.
Cn c vo mc thay th ca sn phm, c th phn bit bn loi i th cnh tranh:
1. i th cnh tranh v nhn hiu. Mt doanh nghip c xem i th cnh tranh l cc
doanh nghip khc a ra mt sn phm v cc dch v tng t cho cng mt s khch
hng mc gi tng t. V d, Sony c th xem Matsushita l i th cnh tranh ca mnh
nh mt nhn hiu danh ting v cc sn phm nghe nhn in t, nhng khng thy mnh
ang cnh tranh vi Daewoo.

2. i th cnh tranh cng ngnh. Mt doanh nghip c th xem i th cnh tranh ca h

l cc doanh nghip sn xut cng mt sn phm hay cc loi sn phm trong cng mt
ngnh. Trong trng hp ny, Sony coi i th cnh tranh l tt c cc hng sn xut sn
phm nghe nhn in t.
3. i th cnh tranh v cng dng. Mt doanh nghip c th xem i th cnh tranh ca
mnh mt cch rng hn na nh tt c cc doanh nghip cung ng cng mt dch v.
Trng hp ny, Sony nhn thy mnh ang cnh tranh vi tt c cc hng sn xut cc sn
phm khc nhau nhng u phc v nhu cu nghe nhn, nh cc hng sn xut my vi tnh
hay thit b vin thng c gn cc thit b nghe nhn.
4. i th cnh tranh chung. Mt doanh nghip c th xem cc i th cnh tranh cn
rng hn na khi cc doanh nghip cng cnh tranh kim tin ca cng mt khch hng.
Nh vy, Sony c th thy mnh ang cnh tranh vi nhng cng ty sn xut cc sn phm
dng lu bn, nh hng ni tht, xe my n nhng th nh lng thc, thc phm hay ca
nhc, thi trang.

Cu 1 (5 im) Chng 4 trang 88

Cu 2 (5 im) Chng 2 trang 27
Cu 3 (5 im) Chng 4 trang 77
Cu 4 (5 im)
Cu 5 (5 im) Chng 2 trang 38
Cu 6 (5 im) Chng 1 trang 13
Cu 7 (5 im)
Cu 8 (5 im) Chng 2 trang 26
Cu 9 (5 im) Chng 1 trang 12 (Quan im sn phm)
Cu 10 (5 im) Chng 3 trang 61
Cu 11 (5 im) Chng 5 trang 99
Cu 12 (5 im) Chng 3 trang 62