Chin lc sn phm mi

Cng ty bn s dng phng php no pht trin cc sn phm v dch v mi? Phng php ny c da trn mt quy trnh xc nh r rng v chin lc thn trng xy dng s tng trng v li nhun? Sn phm mi ca cng ty bn l sn phm mang tnh t ph hay sn phm ci tin? Khi pht trin sn phm mi, cng ty bn l ngi i u, l ngi i sau nhanh chn hay l k chm chp? y l nhng cu hi quan trng lin quan n tng lai ca mt cng ty. V vng i sn phm i qua giai on tng trng nhanh chng, chn mui v suy tn, nn mt cng ty gn nh khng th tng doanh thu nu khng thng xuyn tung ra cc sn phm mi, nh c trnh by trong hnh 8-6. Vic nh k tung ra sn phm s tng doanh s b li cho s suy tn ca cc sn phm c hn. Khng ch l s mi m Khng ai c th ph nhn tm quan trng ca vic pht trin sn phm mi. Nhp thay i v tin b cng ngh khin cc cng ty buc phi pht trin cc gii php mi v hiu qu hn gii quyt cc vn ca khch hng. Nu khng, cc i th cnh tranh s d dng tn cng v ginh ly th trng ca h. Tuy nhin, y khng phi l mt l do cc nh iu hnh ch tp trung duy nht vo vic pht trin sn phm mi. Vic pht trin v tung sn phm mi ra th trng vn v cng tn km v khng phi sn phm no cng c kh nng ng vng c. Trong khi , cc sn phm hin hu tm c ch ng nht nh ca mnh trn th trng, v chi ph ban u cng ty b ra a nhng sn phm ny n vi th trng gi ch cn l qu kh v c b p bng li nhun thu li t . V th, vic cng ty lin tc ci thin cc sn phm nh hnh l hnh ng hp l v kh hiu qu. i khi iu ny c th lm doanh thu chng li hoc gim nh - tnh trng m hu ht cc sn phm hin hu cui cng u phi tri qua. Nh Patrick Barwise v Sean Meehan vit trong cun Simply Better: "i mi ch i mi l vic lm v ngha, nhng i mi khng ngng ci thin hiu sut da trn nhng ch li chung l yu t cn thit duy tr s thnh cng trong kinh doanh". Mt khi ngi tiu dng hi lng vi sn phm hay dch v hin ang s dng, h s khng cn st sng chuyn sang nhng sn phm hay dch v khc. c bit, nhng ngi bn rn s khng thc hin nhng thay i khng cn thit v iu ny s ph hng s thoi mi ca h, mt nhiu thi gian v nguy c ri ro cao. Nh cung cp c th duy tr cm gic thoi mi v hi lng ca nhng ngi ny bng cch lin tc ci thin sn phm theo nhng hnh thc sau: + Gim gi khi bn c th tit kim chi ph. + Thng xuyn nng cp cht lng sn phm. + Hun luyn nhn vin bn hng nhng k nng dch v khch hng tt nht trong phm vi c th. + Hy em li nhng iu mi l cho sn phm khch hng cm thy th v v ngc nhin.

C nhiu cch duy tr s hi lng ca khch hng m khng cn phi to ra mt sn phm hay dch v mi. Vic ci tin thng xuyn s gip sn phm hay dch v ca bn tt hn v gi chn khch hng lu di hn, nu bn tp trung vo nhng iu tht s c ngha vi khch hng. Hy dnh thi gian suy ngh v khch hng ca bn. iu g c ngha tht s i vi khch hng? Bn c th lm g ci thin nhng iu quan trng ? Chng ny trnh by nhiu kha cnh quan trng ca quy trnh to ra sn phm mi v xem xt vai tr ca cng tc marketing trong cc giai on ca quy trnh. y l nhng vn m cc cng ty cn phi cn nhc k lng khi tin hnh cng vic kinh doanh trong th trng ngy nay. Tm tt + Sn phm mi c th hin di hai hnh thc: sn phm mang tnh t ph v sn phm ci tin. + Sn phm mang tnh t ph thay i c s cnh tranh trong lnh vc kinh doanh ca chng. + V th gii quan ca hu ht mi ngi ch gi gn trong cc sn phm hin hu, nn khch hng thng ch c th m t nhng g h mong mun da trn nhng c tnh sn phm hin c. Him ngi c th tng tng mt iu g hon ton mi. Chnh v vy, cc nh nghin cu nn c gng hiu c nhng yu t m khch hng s nh gi cao. + Sn phm ci tin khai thc cc hnh thc hoc cng ngh ca sn phm hin ti. Thi gian, chi ph v ngun lc pht trin cc sn phm ci tin khng nhiu; hn na, sn phm ny cng gp phi ri ro th trng. + Cc phng php nghin cu th trng truyn thng c th p dng cho vic pht trin sn phm ci tin. + M rng dng sn phm theo chiu ngang l tm cch thu ht cc th hiu khc nhau ca khch hng (v d: s-cla Kisses ca Hershey so vi s-c-la hnh nhn Kisses). + M rng dng sn phm theo chiu dc nhm cung cp mt sn phm hp kh nng v mc nhu cu khc nhau ca mi ngi (v d: cc bin th "tt", "tt hn" v "tt nht" ca cng mt sn phm). + Nn tng sn phm to iu kin m rng dng sn phm ci tin vi chi ph thp. + Quy trnh pht trin sn phm mi bao gm pht sinh tng, nhn bit c hi, pht trin, th nghim, thng mi ha v qun l sn phm. + Nhiu cng ty dng h thng giai on - cng loi b nhng tng sn phm yu km v pht trin nhng tng c gi tr. + Nhng ngi lm cng tc marketing c nhim v cung cp tng v kin phn hi tt c cc cng trong h thng giai on - cng. Nhim v ny s nng n hn khi sn phm tip cn th trng v i vo giai on thng mi ha.

+ Vic pht trin sn phm mi y ri ro v tn km nhng l iu cn thit b p tn tht doanh thu t cc sn phm hin hu trong sut giai on suy tn ca mt vng i sn phm. Cc cng ty c th tr hon nhng tn tht ny bng cch lin tc ci thin sn phm h ang cung cp cho khch hng.