BI TP TNH HUNG

MN: QUN TR MARKETING

Case Study 1:
Nm 1980 Jan Carlton nhn chc ch tch SAS (tp on kinh doanh ngnh
hng khng v cc dch v lin quan ca 3 nc an Mch, Na Uy, Thy in. Khi
hng hng khng ny ang ri vo tnh trng kh khn v ti chnh. Trong nhng nm
trc , ban iu hnh gii quyt vn ny bng cch ct gim chi ph. Carlton
cho rng l mt sai lm. Mt hng hng khng phi tm nhng gii php mi c
th cnh tranh v thu li nhun.
SAS trc hng ti tt c cc du khch m khng h tp trung vo mt
u im c bit no hp dn mt gii du khch c th. Trn thc t, hng hng
khng ny cn b coi l mt hng vn chuyn t nht v mt gi gic Chu u. Mc
cnh tranh ngy cng cao lm cho Carlton phi t vn :
Khch hng ca chng ta l ai? Nhu cu ca h l g? Chng ta phi lm g
thu ht c khch hng?
Carlton quyt nh s tp trung hng cc dch v ca SAS vo nhm khch
hng thng xuyn, cc thng gia v nhm vo cc nhu cu ca h. Tuy nhin, ng
li nhn thy rng cc hng hng khng khc cng ang c gng thu ht nhm khch
hng ny. H cng ang c gng hp dn khch hng bng nhng ch ngi rng hn,
nc ung min ph v nhng tin nghi khc. SAS phi tm cch thc hin nhng dch
v tt hn nu mun tr thnh hng hng khng c a thch. Khi u l vic
nghin cu th trng tm hiu xem nhm khch hng thng xuyn l nhng
thng gia c mong mun v k vng g nhng hng hng khng. Mc ch ca ng
l tm mi cch c th thc hin tt hn ngi khch 1% trong 100 vic hn l
thc hin tt 100% trong 1 vic.
Cuc nghin cu cho thy yu t quan trng nht i vi du khch thuc gii
thng gia l n ng gi, h mun check-in cng nh nh n hnh l mt cch nhanh
chng. Carlton giao nhim v cho cc cng s ca ng phi tm ra nhng sng kin
mi nhm ci thin nhng dch v phc v nhu cu ny. Cui cng, hng trm ngh
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MN: QUN TR MARKETING

ci tin c a ra v trong 150 sng kin trong s c tuyn chn v a

vo thc hin vi kinh ph l 40 triu USD.
Mt trong nhng chng trnh quan trng l o to phng chm tt c v
khch hng cho ton b nhn vin ca SAS. Carlton hnh dung rng trung bnh c
mt khch hng s tip xc vi 5 nhn vin ca SAS trong mt chuyn. Mi cuc tip
xc s to ra mt khong khc chn tht v SAS. Vi con s 5 triu khch hng vn
chuyn bng my bay ca SAS trong mt nm s c khong 25 triu khong khc
chn tht SAS c th thnh cng hay khng trong vic tha mn nhu cu khch
hng ca mnh. to ra c cung cch phc v tt i vi khch hng, SAS c
10.000 nhn vin tuyn trc d nhng bui hi tho v i ng 25,000 nh qu n tr
tham gia cc kha hc ngn hn. i vi Carlton, nhn vin tuyn trc l nhng
nhn vt quan trng trong cng ty. i vi nhng qun tr vin, vai tr ca h l gip
cc nhn vin tuyn trc hon thnh tt nhim v. Vai tr ca chnh ng l h tr
cc qun tr vin trong cng vic gip nhng nhn vin tuyn trc.
Kt qu l trong vng 4 thng, hng hng khng S c xp hng l hng
hng khng ng gi nht Chu u. Check-in cng c tin hnh nhanh hn, bao
gm lun c dch v chuyn hnh l ca nhng du khch ngh ti khch sn ra phi
trng v chuyn thng ln my bay Danh ting v nhng ci tin trong cung cch
phc v ca hng hng khng ny lan truy n nhanh trong gii du khch thng
gia.
Cu hi tho lun:
1. Khch hng mc tiu ca SAS Airlines l ai v h mun g?
2. Phn tch quan im ca John Carlton.
3. V sao SAS Airlines thnh cng?
4. S thnh cng ca SAS chng minh c iu g?

BI TP TNH HUNG

MN: QUN TR MARKETING

Case Study 2:
Cng ty Mcdonalds, mt c s hamburger thc n nhanh, l mt bc thy lm
tip th. Ch trong ba thp nin, McDonalds ph c v trn 45 t hamburger cho dn
chng M v 32 nc khc. Vi trn 7.900 im bn, cng ty iu khin 19% th
trng thc n nhanh, vt xa cc i th nh Burger King (6,5%) v Wendys (4%).
Doanh s hng nm hin nay ca cng ty ln n 8,7 t USD. Cng trng v a v
hng u ny dnh cho s nh hng kin quyt vo Marketing. McDonalds bit
cch phc v dn chng v thch nghi vi s thay i trong c mun ca khch
hng.
Trc McDonalds, ngi M c th dng hamburger ti cc nh hng trong
ba n tra. nhiu ni, ngi tiu th gp phi hamburger d t, phc v chm
chp, by bin thiu hp dn, s mi mc chiu l, dng c n khng sch s v mt
khng gian n o.
Nm 1955, Ray Kroc, mt nhn vin cho hng bn my khuy sa 52 tui
thy thch th vi chui nh hng do Richard v Maurice McDonalds lm ch. Kroc
thch ch trng ca h v mt nh hng thc n nhanh v thng tho mua cc
c s ln danh hiu vi gi 2,7 triu USD.
Kroc quyt nh khuch trng chui nh hng bng cch nhng quyn kinh
doanh (franchise). Nhng ngi nhn nhng quyn kinh doanh phi mua mt giy
php trong thi hn 20 nm vi gi 150.000USD. H c d mt kha hun luyn
10 ngy ti i hc Hamburger ca McDonalds lng Elk Grove, bang Illinois. H
tr v vi bng cp khoa Hamburger.
Quan im Marketing ca Kroc l cht lng phc v, sch s v gi tr
(Q.S.C&V). Khch hng s c bc vo mt nh hng tht sch s, gp nhn vin
phc v tht nim n, t hng v c nhn hamburger tht tuyt trong vng khng
qu 5 pht v c th n ti ch khng cn mang i. Ti y khng c my ht t ng,

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MN: QUN TR MARKETING

khng c my bn thuc l hay cc gi bn bo. McDonalds tr thnh mt ni c

bit c sc li cun i vi cc gia nh v c bit l tr con.
McDonalds lm ch c ngh thut Marketing dch v nhng quyn
kinh doanh. Cng ty la chn a im mt cch cn thn, la chn rt k phm cht
cc hi vin, h tr cc hi vin ca mnh bng chng trnh qung co v c ng
trn c nc vi cht lng cao, kim tra cht lng sn phm v dch v thng qua
cc cuc thm d khch hng thng xuyn, dnh rt nhiu cng sc vo vic ci
thin k thut v sn xut hamburger nhm n gin ha cc hot ng, h ph tn
cng nh lm tng nhanh vi c phc v.
Vic McDonalds hng vo ngi tiu th lm cho h tr thnh mt t
chc dch v thc n nhanh ln nht th gii.
Cu hi tho lun:
1. V sao cng ty McDonals thnh cng? H nh hng vo Marketing nh
th no?
2. Phn tch quan im tip th ca McDonalds: cht lng, phc v, sch s v
gi tr (Q.S.C & V).
3. McDonalds lm ch c ngh thut Marketing dch v v nhng quyn
kinh doanh nh th no?

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MN: QUN TR MARKETING

Case Study 3:
Marketing thng c xem l phng thc tha mn nhu cu v mong
mun ca ngi tiu dng. Tuy nhin, nhiu quan im cho rng Marketing cn hn
th na l to ra nhng nhu cu v mong mun m trc y cha c. Da trn
nhng quan im ny, nhng ngi lm Marketing khuy n khch ngi tiu dng
tiu nhiu tin hn vo nhng hng ha v dch v m h khng thc s cn thit.
Hy cho bit anh (ch) ng h quan im no sau y:
Marketing quyt nh v to ra nhu cu v mong mun
ca ngi tiu dng
HOC
Marketing ch phn no nh hng n nhu cu v mong mun
ca ngi tiu dng

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MN: QUN TR MARKETING

Case Study 4
CNG TY BIA MILLER V CHIN LC S-T-P
Trc nm 1970, cng ty bia Miller tn ti nh mt c s sn xut bia ng
th v tr th 7, chng c g ni bt vi th phn 4% v mt doanh s nh b. Trong
khi y, doanh s ca Anheuser-Busch ang tng ln 10% mt nm, gp 2 ln t l pht
trin chung ton ngnh.
Th ri, Philip Morris, phn khch vi nhng thnh cng trong kinh doanh
thuc l, quyt nh mua Miller nh mt ca ng tin vo th trng bia. H
truyn sc mnh cho Miller yu ui, khi xng nhiu sng kin mi v thc y
Miller trong vng 5 nm, vn ln v tr th 2. Vo nm 1983, Miller chim c
21% th trng bia, Anheuser Busch vi 34%, Stroh 14%, Heileman (10%) v Coors
(8%). Philip Mor lm th no to ra s thn k ny?
Tht cht, Phillip Morris kh i hnh t li tip cn truyn thng i vo th
trng bia tc l quan tm v nng lc sn xut v cu dn bng gi c. Philip Morris
du nhp nhng k thut Marketing c in do Procter & Gample khai ph, v c
Phillip Morris ng dng t v tr th 2 trong k ngh thuc l cng nh i u hnh
nhn hiu thuc l thnh cng nht trong lch s, nhn hiu Marlboro. Cch tip cn
ny i hi vic nghin cu nhu cu v c mun ca ngi tiu dng, phn chia th
trng thnh cc khc, nh dng nhng khc c nhiu c may nht, lm ra cc sn
phm v ng bao b chuyn bit cho cc khc ny v chi tiu mnh m vo vic
qung co, cu dn cho cc sn phm mi. Cho n tn thi im, Miller vn ln,
cc nh sn xut ru bia hot ng nh th c m t th trng bia thun nht, ch
cn phc v bng mt sn phm vi cng mt cch thc ng bao b. Theo l i,
Robert S. Weinberg, mt nh iu hnh trc y ca Anheuser- Busch.

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MN: QUN TR MARKETING

Bc i u tin ca Phillip Morris l nh v li loi bia Miller High Life, sn

phm duy nht ca Miller c trnh by nh th ru champagne ca cc th bia,
Miller High Life ch thu ht c mt phn (th phn) thiu cn xng gm khch
tiu th n gii v gii c thu nhp cao, l nhng ngi khng phi dn ung nhiu
bia. Cc nh iu hnh ca Phillip Morris xc ti n vic nghin cu th trng, v
khm ph ra rng 30% dn nhu tiu th 80% s lng bia. Miller nghin cu cc
c im ca dn nhu (6 chai/ngy) nhng ghi chp thuc dn s hc, tm l hc
v gin tip v h - v quyt nh trin khai mt hnh nh nam tnh si ni cho
Miller High Life. Ni dung qung co trnh by nhng ngi lc du ang ung bia
ny sau mt bin c ln v du, nhng thanh nin ang ung bia trong khi ang nh
xe nga. Phong cch din t ca li qung co l Nu bn c thi gian th chng ti
c bia, v chin dch ny thnh cng trong su t 10 nm.
Th ri Miller bt u khai ph nhng khc th trng mi. Cng ty nhn thy
gii ph n n king v ngi ln tui u ngh rng chai bia theo mc chun 12
ounce (khong 340gr) l qu nhiu. Miller a ra loi chai c nh 7 ounce (khong
196 gr) v t c s thnh cng vang di.
iu ny vn cha snh ni vi vic tung ra mt loi bia t calorie mang tn l
Life vo nm 1975. Life l loi bia mi c a vo th trng, v thnh cng nht
ti nc M k t nm 1900. Nhng loi bia nh khc c tung ra th trng
nhng u khng thnh cng, phn ln v chng c qung co nh thc ung dnh
cho nhng ngi n king, nhng ngi m d sao i na cng khng u ng bia. Kt
qu l loi bia nh phi mang mt hnh nh v s o l, yu ui. Mille nh v
Life khng nh mt loi bia nh m nh mt loi bia t say i vi nhng ngi
ung bia ch thc. Nhng nhn vt th thao c quay qung co pht biu rng
Life c lng Calorie thp l 1/3 nn h c th ung nhiu bia hn m chng cm thy
say. Ngay c vic ng chai cng th hin s mi c v bia.
K Miller quay sang tn cng vo loi bia bn chy nht ca Anheuser-Busch, bia
Michelob, bng cch tung ra loi bia siu cao cp ca mnh bia Lowenbrau. Loi bia

BI TP TNH HUNG

MN: QUN TR MARKETING

ny c nh v nh mt loi bia dnh cho cc than hu vo nhng dp c bit.

Khi m ngi mua mun Lowenbrau y.
Chin dch ca Miller cch mng ha vic Marketing trong ru bia v a
Miller ln hng bc thy ln hng bc thy ca k ngh ny.
CU HI THO LUN:
1) Phn tch bia Miller trc 1970
2) Phillip Morris truy n sc mnh Marketing cho Miller nh th no?
3) V sao cng ty bia Miller thnh cng?
4) Chin lc STP ca cng ty Miller c g sng to?

BI TP TNH HUNG

MN: QUN TR MARKETING

Case Study 5
KFC (Kentucky Fried Chicken, G rn Kentucky) l mt trong s nhng nhn hiu
ni ting v thc n nhanh trn ton th gii. KFC c bit n ti Vit Nam vi mt
tn gi thn quen khc l G rn Kentucky chui nh hng thc n nhanh chuyn
nghip, phc v cc mn n lm t g, b -g v mn ni ting nht l G rn
Kentucky do ng i t thin ch Harland Sanders sng ch.
Sau mt lot thnh cng ca h thng chui nh hng thc n nhanh vi thng
hiu KFC (trn 10.000 nh hng c pht trin trn ton th gii). Ti Vit Nam,
KFC Tham gia vo th trng ln u tin vo thng 12/1997 ti trung tm thng
mi Si Gn Super Bowl, gi y, h thng nh hng thc n nha nh ny c mt ti
hu ht cc ng ph ca Vit Nam.
Da trn nhng kin thc v Marketing m anh (ch) bit:
1. M t Chin lc Marketing Mix ca KFC ti Vit Nam.
2. Phn tch chin lc STP (Segmentation Targeting Positioning) ca KFC
ti th tr ng Vit Nam.

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MN: QUN TR MARKETING

Case Study 6
Ngi khng l trong lnh vc cafe ca M - Starbucks ang k hoch tin
vo th trng Vit Nam nm 2013, sau khi thm nhp n vo 2012, Gim
c iu hnh Howard Schultz cho hay.
Theo BBC, 20% doanh thu ca Starbucks n t th trng nc ngoi. Hin
hng c hai b phn kinh doanh, mt ph trch th trng M v hai l b phn kinh
doanh quc t.
Theo hng tin AP, thng hiu c ph khng l c ngun gc t thnh ph
Seattle ni hm th Hai hng ny ang phn nh th trng kinh doanh ca mnh vo
ba khu vc: chu , chu M v tng hp khu vc chu u, Trung ng v chu Phi.
Trong k hoch m rng ti y, hng s c cu thnh 3 chi nhnh, mt ph
trch th trng chu M, Tr ung Quc v chu Thi Bnh Dng. Chi nhnh th hai
chuyn ph trch th trng chu u. Cc th trng cn li thuc qun l ca chi
nhnh th ba.
Cng trong k hoch ny, n v Vit Nam c xem l mt im n mi,
bn cnh vic m thm ca hng m i ti Trung Quc, Brazil.
S xut hin ca Starbucks c nhiu ngi snh cafe Vit Nam n ch, sau
khi c thng thc mt s thng hiu ung v fastfood ni ting ngay trong
nc nh Illy's, Gloria Jeans, KFC hay Pizza Hut.
T vi nm trc, n hiu ngi n on v kh nng ny, tuy nhin y l
ln u tin hng cng khai k hoch. Trc , Starbucks cng khng my mn m
vi nhng ngh nhng quyn thng hiu cho cc i tc kinh doanh ti Vit
Nam.

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MN: QUN TR MARKETING

Hin ti, thng hiu c ph khng l ny ang y mnh pht trin h thng cc ca
hng Trung Quc vi hy vng bin y thnh th trng ln th hai sau th trng
ni a l M.

T khi thnh lp nm 1971 n nay, Starbucks 2 ln thay i

logo. Logo mi nht khng cn t Starbucks v Coffee.
Starbucks hin c 11.000 ca hng M v Canada. 6.000 ca hng khc ang
nm ri rc nhiu ni trn th gii. "Khi chng ti nghin cu k cc c hi trn th
trng quc t cng l lc chng ti cn ti cu trc v tp trung nhng kh nng tt
nht ca mnh pht trin", CEO Howard Schultz ni.
K t khi tr li nm quyn iu hnh vo thng 1/2008, Schultz gip cng ty gt
hi nhiu thnh cng, t vic ng ca nhng im kinh doanh km hiu qu M,
cho ti sng kin bn cafe ng gi sn trong siu th. Thng 1 nm nay, cng ty
quyt nh i logo ln th ba, ct b hai t Coffee v Starbucks vng trn bn
ngoi, m ch gi li v phng to hnh nh n thn Siren tm hnh trn. Thay i

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MN: QUN TR MARKETING

ny c cng ty l gii l nhm m rng lnh vc kinh doanh sang ung ngoi
cafe v y mnh bn n.
C th d dng nhn ra 3 c tnh tri bt ca Starbucks nh sau:
- V hnh thc , hu ht mi qun c ph Starbucks u xut hin mt cch khim tn
v bnh dn. T mu sc cc bc tng n cch thit k trn nh, gh ngi, quy
hng c mt nt c o ring. Khch vo ung c ph hay sp hng mua c ph
Starbucks mang i, tuy mi hng ngi v mi tng lp, giai cp x hi, nhng hu
nh mi ngi u cm nhn c bu khng kh m cng, thn hu v khng phn
bit khi bc vo bt c mt qun c ph Starbucks no.
- V tr ca cc qun c ph Starbucks ti nhng khu thng mi s l mt kinh
nghim qu bu v "tnh qun chng" cho cc nh kinh doanh. Starbucks thng nm
mt v tr rt khim tn trong ton khu thng mi; phn ln nm v tr ca mt
gc no .
Nh nhn, khng trang tr mu m, nhng s xut hin ca Starbucks li rt bt mt
v ni bt trong mt khu thng mi c nhiu ca hng sang t rng, c kin trc tn
k v m thut.
- Tnh qun chng chiu khch ca Starbucks cn c th hin trn cc sn phm
"c ph" dnh cho ph n v tr em khng bao gi ung c ph. Bi vy, tt c khch
hng u c th tm c c mt ly c ph hp v i trnh v khu v thng thc
c ph ca mnh. Do , c ph Starbucks ti M ang tr thnh mt du hiu tng
trng v s "snh iu" ca khch thch ung c ph v thch ngi qun c ph.
Nhm u no ca Starbucks gn y cn ra tham vng l s bin qun c ph
Starbucks thnh ni gp g ca tui tr.
Theo gim c iu hnh ca Starbucks ng Howard Schultz cho hay nm 2013
Starbucks s tin vo th trng Vit Nam.
Gi s l nhn vin Marketing, anh (ch) hy hoch nh k hoch Marketing cho
thng hiu c ph Starbucks ny c th tip cn vo th trng Vit Nam v a
sn phm n tay ngi tiu dng.

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BI TP TNH HUNG

MN: QUN TR MARKETING

Case Study 7
Trong sut nhng nm qua, giy vi Converse thnh cng khi tip cn vo th
trng Vit Nam v c rt nhiu ngi tiu d ng tr yu chung. Dng sn phm
All-Star ca Converse khng cu k m rt thanh lch, vi nhiu mu sc, hoa vn
khc nhau nhng n gin v nh nhng ph hp vi nhiu loi trang phc c bit l
cc trang phc tr trung nng ng vi mc gi trung bnh l 750.000/i.
Vi t cch l mt nhn vin Marketing ca cng ty, anh (ch) hy phc tho mt
bn k hoch Marketing trong vng mt nm cho dng sn phm giy All Star ca
Converse nhm mc tiu thu ht khch hng v tng doanh thu ti ti thnh ph H
Ch Minh.

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MN: QUN TR MARKETING

Case Study 8
Trung tm anh ng Far -East nm trn ng Phan Xch Long, gn khu vc dn c
sm ut ra i t thng 6 nm 2011n nay hot ng c hn mt nm.
Thi gian qua, trung tm ra sc xy dng hnh nh uy tn cht lng v cao cp
nhm cnh tranh vi cc trung tm ln v danh ting nh VUS, ILA Trung tm c
y cc chng trnh Anh ng cho hc vin la chn. C s vt cht ca trung tm
kh tt, trang b y cc thit b hc tp cn thit cho hc vin, i ng gio vin
trong nc nhiu kinh nghim, nhn vin l tn nhit tnh, tuy nhin iu c bit l
trung tm khng c gio vin nc ngoi. Mc gi hc ph c ng trong cc
brochure l gi USD (s quy i tin Vit theo yu cu ca hc vin khi hc vin
thanh ton hc ph).
Mc d tin hnh hot ng kinh doanh c hn mt nm nhng n nay
trung tm vn cha thu ht c nhiu hc vin.
Da trn nhng kin thc v marketing, anh (ch) hy phn tch nhng yu t
thnh cng v tht bi ca trung tm ny v vi ngn sch 100 triu phc tho mt bn
k hoch Marketing trong thi gian 6 thng ti cho trung tm nhm thu ht hc vin
cho trung tm.

Ngun: Su tp + bin son

Assignment:

1)

X l khng hong Ht nm khng bt

ngt Chinsu

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BI TP TNH HUNG

2)

MN: QUN TR MARKETING

Lp k hoch Ma rketing

<chin lc

marketing> trong thi gian 6 thng Tng

nhn bit i vi sn phm bt MIKKO 1 ty
3)

Nghin cu pht trin 1 sn phm mi cho

cng ty Vinamilk. Gi s sn phm kh thi,

hy trnh by k hoch marketing pht trin
sn phm v a sn phm ra th trng.

15