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THC HIN: NHM 1-11CH: 1. Cng Thnh( Nhm trng ) 2. Hong Nhung 3. Nht H 4. Quang Phc 5. Bch Nhi 6. Thu Hin 7. Thu Hng 8. Tho Trang
1. Mc tiu
Cng ty c phn thi trang NEM l cng ty chuyn thit k v sn xut trang phc dnh ring cho phi n. T mt ca hng bn l u tin c thnh lp ti ph Hng Lc - H Ni; n nay, NEM tr thnh mt thng hiu thi trang n kh ni ting khng nhng ti H Ni m c thnh ph H Ch Minh. Vi phng chm: khch hng l u tin s 1, do vy mi hot ng ca NEM u hng ti mc tiu tha mn mi nhu cu ca khch hng thng qua vic to ra nhng sn phm c cht lng tt nht, gi c cnh tranh nht v dch v khch hng chu o nht. l nhng cam kt ca NEM i vi khch hng v cng chnh l phng chm hot ng ca cng ty.
Hot ng kinh doanh ca cc cng ty thi trang c u t mt cch c chiu su. Khng nhng vy, thi trang c nng ln mt bc pht trin mi. Hng lot trung tm thi trang ra i, c nhng cng ty thi trang v ngi mu chuyn nghip, cc doanh nghip hng u ngnh dt may tp trung u t vo i ng thit k mu Cc hot ng gii thiu cc b su tp khng cn n gin ch c mt loi sn phm m mang nt cng nghip, tc l ng b t thit k qun o, mu tc, giy dp, trang sc i km, xu hng mu sc trang im Tt c nhng vic ny ang to c hi cho mt nm mi ngnh thi trang bc thm mt nc thang, hng n sn phm cao cp. Thi trang cao cp dnh cho phi n Vit Nam hin nay vn cha c ph bin rng ri, ch c mt s t cc thng hiu ni a tp trung vo th trng ny. Th nhng, cnh tranh vi cc thuong hiu ni ting ca nc ngoi hin nay c mt ti Vit Nam l mt vn v cng kh khn.
Loi hnh: Cng ty c phn Nm thnh lp: 2002 Ngnh ngh kinh doanh: May mc Ch tch hi ng qun tr: TRNG VIT BNH Tng gim c: ONEIL DRUMMOND Nh thit k: THIERRY VINCENCE
Quy m hot ng: H Ni v Thnh ph H Ch Minh Cng ty c phn thi trang NEM tuy mi thnh lp c mt vi nm nhng khng nh c tn tui ca mnh trong lng thi trang vi rt nhiu b su tp c trnh lng, to c n tng su sc vi nhng ngi am m thi trang. Hin nay, cng ty c 4 ca hng, tp trung hai thnh ph ln l thnh ph H Ch Minh v H Ni, cung cp cho ngi tiu dng nhng mu thit k c o v n tng.
Chng ta c th thy Logo ca Nem c thit k tinh t vi s kt hp gia hai mu xanh v trng, mang tnh in hnh ha cao, c quy cch cht ch c ng.
Cu Slogan ch ra s khc bit ca sn phm so vi nhng thng hiu thi trang cao cp khc ti Vit Nam. Slogan i km vi nhn hiu NEM gia tng sc mnh ca nhn hiu trong nhn thc ca khch hng v h tr cho chin lc nh v ca NEM. Slogan ca NEM n gin nhng d i vo lng ngi NEM-V p quyn r thi trang Php. Nh thit k THIERRY VINCENCE nh thit k c quyn ca thi trang NEM kt hp thi trang quyn r ca nc Php c knh m hin i vi v p truyn thng ca dn tc Vit Nam to nn nhng b thit k v cng n tng v c o. chnh l yu t cng ty NEM xc nh nh v sn phm ca mnh so vi cc i th cnh tranh. Tuy nhin, tr thnh mt thng hiu c tn tui phi mt kh nhiu thi
gian, cng sc v tin bc. T khi trnh lng n nay, th phn ca cng ty thi trang NEM vn chim t l rt t so vi mt s cng ty thi trang Thng hiu Vit nh Vit Tin, Vit Thng, Nino Maxx, Blue-Exchange,
3.3. Sn phm:
Cng ty c phn thi trang NEM cung cp sn phm thi trang cc loi cho c nam v n. Th nhng, khi nhc n NEM, ngi ta s ngh ngay n thng hiu thi trang cao cp dnh cho n gii.
Khch hng mc tiu : Khch hng mc tiu ca NEM l nhng ngi t 25 tui tr ln, c thu nhp cao v n nh, c bit l a chung nhng mu m thi trang mi l v c o.
Dng sn phm:
Dng sn phm chnh ca NEM l thi trang cng s. Thi trang cng
s nhm tn vinh nt p sang trng ca ph n ni cng s . Tng ng nt ct may chi tit, t m, ha tit n gin hi ha, pha trn kho lo cc cht liu linen, cotton cao cp to nt thanh lch nhng khng qu cu k thch hp kh hu theo tng ma. Mu sc cc b su tp ca thi trang NEM ty theo tng ma. Ngai cc mu truyn thng ni cng s nh: trng en xm, kem, cn c cc mu rt nng ng, ti sng, tr trung.
dng sn phm ni bt khi nhc n thng hiu NEM. Vi phong cch duyn dng v sang trng, nhng b vy d hi v trang phc do ph ca NEM cng to ra cho khch hng s thoi mi.
NEM cho ra i rt nhiu b su tp t khi trnh lng nh: B su tp S m hoc k o, Nem Luxury, Nem vi Stars, Tinh khi, Spring-Summer 2008 Cc cht liu chnh to nn sn phm thi trang ca NEM l co gin, th, kaki, len, voan, phi bngto nn s thoi mi v tin dng dnh cho khch hng.
Phong cch: Thi trang Nem mang phong cch c trng thi trang Php sang trng, thanh lch, cc k quyn r. T cc b thi trang cng s nh nhng, n sc sn phm m do ph, m d hi. Phong cch chnh ca NEM l: n gin m han ho. Cng ty thi trang NEM kho lo chn yu t phong cch nh v sn phm ca mnh so vi i th cnh tranh.
Dch v: Cc dch v ti cc ca hng thi trang NEM l t vn thi trang cho khch hng, khch hng gi in chn size s c chuyn hng n tn ni, min ph cng vn chuyn v sa trang phc mi mua cho va hnh th theo yu cu ca khch hng.
Ngoi ra, cng ty cn thc hin chng trnh b sung c bn. y l chng trnh h tr trc tip ti ca hng hoc thng qua Internet khi trang phc ca khch hng b h hng trong qu trnh s dng (cung cp chi tit thay th). Khng nhng vy, ti cc Beauty Salon ca NEM, khch hng s c cung cp nhng dch v nh massage, facial, waxing
im ni bt: Cc sn phm thi trang ca NEM c mu sc ti sng, cht liu cao cp, kiu dng sang trng, phong cch hin i thch hp cho tng gii theo tng dng sn phm vi V p quyn r thi trang Php. Cc b su tp mi lun c cp nht nhanh nht. c trng ca NEM l lun to ra cc sn phm thi trang ph hp vi mi trng, ph hp vi tng ngi ca cc i tng khch hng nhm lm ni bt nhng nt p hnh th ca ngi mc trang phc Cc ca hng thi trang NEM, vi thi phc v nhit tnh, s t vn cho khch hng xu hng thi trang hin nay v kiu dng ph hp nht, gip khch hng c th tm cho mnh mt b cnh ph hp cho mnh. Chnh nh nhng im ni bt ny, NEM khng nh c thng hiu ca mnh trong lng thi trang hin nay.
3.4 Gi
NEM chn yu t phong cch nh v sn phm ca mnh, to ra s ni tri v khc bit so vi i th cnh tranh, th nhng d to dng v pht trin mt thng hiu phi c t trong mt chin lc v chng trnh tip th hn hp (marketing mix) tng th v hiu qu. Do vy, chin lc gi cng l mt chin lc cc k quan trng trong vic xy dng v pht trin thng hiu ca NEM. Thi trang NEM p dng chnh sch gi cao. NEM l thng hiu cua thi trang cao cp, do vy gi cc sn phm ph hp vi nhng ngi c thu nhp cao v n nh.
Cng ty p dng bn mc gi dnh cho sn phm: Di 200.000 ng, T 200.000 n 500.000 ng, T 500.000 ng n 1.000.000 ng, v trn 1.000.000 ng
Di 200.000 ng: S lng sn phm c mc gi ny rt t, thng
thng cng ch p dng cho nhng sn phm gim gi trong cc t l, tt, nhm a ra thu ht khch hng n sau
T 500.000 ng n 1.000.000 ng: Cc sn phm mc gi ny rt
nhng mu thit k mi l v c o vi cht liu cao cp, to cho khch hng s sang trng, thanh lch v quyn r.
Chin lc qung co: NEM y mnh cc hot ng truyn thng thng hiu ca mnh di nhiu hnh thc. Vi nhng thng ip n tng v ngha, Logo ca NEM cng vi Slogan V p quyn r thi trang Php c chuyn ti n khch hng thng qua nhiu cc hot
ng trn bo ch v cc website. Thi trang Nem ch trng vic da tin tc trn cc bo, c bit l cc tp ch thi trang v gia nh. Cc Website in t v thi trang cng c s gp mt ca NEM gip cho khch hng c mt ci nhn kh n tng v sn phm. T , khch hng s c t vn v chn mua cho mnh mt b cnh tht p khi n cc ca hng ca thi trang NEM, cng nh khi mua hng ca thi trang NEM trc tuyn.
Chin lc khuyn mi, gim gi sn phm: NEM lin tc a ra nhng chin dch gim gi rm r t 20% n 70% thu ht nhng khch hng n sau, tc l nhng khch hng cha c iu kin mua sn phm vi gi ban u. Chin dch gim gi tp trung vo nhng lc giao ma, nhng dp l, dp tt dnh cho c nhng sn phm ch mi a ra th trng t 1 n 2 tun. n thm h thng bn hng ca NEM, chng ta s thy khng kh tng bng ca cc t gim gi vi mt s lng khch hng khng nh. Ngoi ra, NEM cn gim gi 10% cho khch hng mua sn phm t 10.000.000 ng tr ln.
Pht hnh th NEM VIP CARD: dnh cho nhng khch hng mua sn phm vi gi tr ln s c hng rt nhiu u i: Khch hng s c gim gi 10% trn ha n thanh ton cho nhng ln mua k tip.
c mua hng
chng trnh trn ton b h thng NEM. c nhn cc dch v u i ca i tc ca NEM nh VERA, KOSE, PRUDENTIAL, SAIGON TOYOTA, VCB
Cc hot ng ti tr: Bn cnh nhng hot ng qung co truyn thng nh to cc tin tc trn bo ch, cc trang web in t, thi trang NEM cn y mnh cc hot ng qung co cho thng hiu ca mnh thng qua cc chng trnh Game show v cc b phim truyn hnh.
VTV, HTV, SCTV, BTV ng thi l nh ti tr cho cc chng trnh: Cho ngy mi, Sc mu ph n, Siu th may mn, Ti yu Vit Nam, Hy chn gi ng
Ngoi ra, NEM cn l nh ti tr ca cc b phim truyn hnh nh:
Ba chng tui hi, Bng bn chng, Chy n, Nhp p tri tim, Chuyn tnh...
Ngoi ra, cc ca hng ca thi trang NEM cn t chc cc cuc thi tm hiu v thi trang. Cc khch hng s tr li thng qua trang email ca cc ca hng. Nu khch hng tr li ng s nhn c nhng gii thng c gi tr t thi trang NEM. Chng trnh ny c t chc thng xuyn hng thng. Bn cnh , nhng khch hng c cu hi hay gi v cho thi trang NEM cng s nhn c nhng phn qu hp dn.
tranh chnh ca thi trang NEM hin nay l cc cng ty thi trang cao cpVit Nam nh Sifa, T-Up, Tun Vit Fashion, SXS
TUN VIT FASHION Thi trang cng wear Lch s c in, sang trng tinh t
s, d hi, do ph s, d hi, do ph s, d hi, casual Kt hp thi trang truyn thng Vit v v p hin i thi trang Php Cao Tinh nghch, tr trung nhng lch lm v sang trng Cao (trung bnh 700.000 ng/sn phm) Phn phi rng ri n cc tnh thnh trong c nc Thp hn gi ca NEM v SIFA H thng phn phi rng ri
Gi c
Phn phi
3.8. Kt lun:
Sau khi phn tch th trng, phn tch cc im mnh, im yu, c hi v thch thc i vi thng hiu thi trang NEM ta nhn thy: NEM l thng hiu thi trang cao cp c nhiu khch hng a chung vi nhng mu thit k a dng, c o, lch lm, sang trng v tinh t. Ph liu thi trang cao cp cng vi nhng thit k mang v p quyn r ca thi trang Php to cho NEM mt v th vng chc trong th trng thi trang cao cp ti Vit Nam. i ng nh thit k lnh ngh, sng to, nhn vin nhit tnh to cho NEM mt phong cch thi trang chuyn nghip. Tuy nhin, h thng phn phi ca NEM vn cha mnh m, cha p ng c ht cc khch hng mc tiu. Mt s cc sn phm ph i
km cha a dng v ng b, iu ny nh hng gi tr thng hiu cng nh nh hng rt ln n doanh thu v li nhun ca cng ty.
4. Kt lun
Thi trang Nem dn khng nh ch ng ca mnh dng sn phm thi trang cao cp cho n gii, c bit l trang phc cng s hay do ph. Song hnh vi cng nghip thi trang ang trn pht trin, NEM cng dn c nhng bc t ph mi, to nhng n tng su sc cho ngi tiu dng v mu thit k, cht liu v phong cch. Trong thi k hi nhp hin nay, ngnh thi trang Vit Nam gp khng t kh khn khi cc nhn hiu thi trang ln trn th gii b t vo th trng thi trang cn non tr nh nc ta. Th nhng, em hy vng rng, vi nhng chin lc ng n, cng ty c phn Thi Trang Nem s ng vng trong lng thi trang Vit Nam