Chu k sng ca sn phm v cc chin lc marketing By gi ta s i vo tng giai on ca chu k sng ca sn phm v xem xt cc chin lc Marketing tng ng.

H 9-3. Chu k sng ca mt sn phm

Giai on tung ra th trng Giai on tung ra th trng bt u khi mt sn phm mi c em ra bn trn th trng. Cn phi c thi gian tri sn phm ra mt s th trng v m bo vn chuyn cho cc i l, nn nhp tng trng mc tiu th c th l chm. Nhng sn phm quen thuc nh c ph ho tan, nc cam p lnh v my lm kem c ph bt phi mt nhiu nm mi bc sng mt giai on pht trin nhanh. Buzzell pht hin ra mt s nguyn nhn lm cho nhiu sn phm thc phm ch bin pht trin chm: S chm tr trong vic m rng nng lc sn xut; nhng vn k thut ('b h hng v nhim khun"); s chm tr trong vic t chc li mng li phn phi thch hp thng qua cc ca hng bn l; v ngi tiu dng khng mun thay i nhng hnh vi tr thnh c hu 12. Trong trng hp nhng sn phm mi, t tin, mc tiu th tng chm cn do mt s yu t ph khc na: Trc nht l v ch c mt s t ngi mua c tin mua sn phm mi . Trong giai on ny, li nhun m hay thp bi v mc tiu th thp, cc chi ph phn phi v khuyn mi rt ln. Cn phi c nhiu tin thu ht nhng ngi phn phi v cung cp hng cho h. Cc chi ph khuyn mi chin t l ln nht trong doanh s bn ra "v cn c n lc khuyn mi mc cao nhm (1) thng tin cho nhng ngi tiu dng tim m v sn phm mi v cha bit in, (2) kch thch dng th sn phm, v (3) m bo phn phi n cc ca hng bn l". Ch c mt s t i th cnh tranh v h sn xut nhng kiu mu c bn ca sn phm , v th trng vn cha c nhng i hi tinh t i vi sn phm. Cc cng ty tp trung vo vic bn sn phm ca mnh cho nhng ngi mua no sn sng mua nht, thng l nhng nhm c thu nhp cao. Gi c xu hng cao, bi v "(1) chi ph cao do nng sut tng i thp, (2) nhng vn cng

ngh sn xut c th vn cha lm ch c hon ton v (3) cn c mc cao h tr cho chi ph khuyn mi ln cn thit trc t c s pht trin". Cc chin lc Marketing trong giai on tung ra th trng Khi tung sn phm mi ra th trng, nhng nh qun tr Marketing c th ra mc cao hay thp cho tng bin Marketing, nh gi c, khuyn mi, phn phi v cht lng sn phm. Nu ch xem xt gi c v khuyn mi th ban lnh o c th theo ui mt trong bn chin lc sau. Chin lc ht vng chp nhong l tung sn phm mi ra th trng vi gi cao v mc khuyn mi cao. Cng ty tnh gi cao m bo li gp trn n v sn phm mc cao nht. Cng ty chi kh nhiu cho vic khuyn mi nhm thuyt phc th trng v ch li sn phm ngay c vi gi cao. Hot ng khuyn mi mc cao l nhm tng nhanh nhp xm nhp th trng. Chin lc ny ch thch hp vi nhng gi thit nh sau: Phn ln th trng tim n cha bit n sn phm; nhng ngi bit n u thit tha vi sn phm v c th tr theo gi cho; cng ty ng trc s cnh tranh tim n v mun to ra s a thch nhn hiu. Hnh 9-4.: Bn chin lc Marketing khi tung hng ra th trng

Chin lc ht vng t t: l tung sn phm mi ra th trng cao v mc khuyn mi thp. Gi cao gp phn t mc li gp trn n v sn phm cao nht, cn mc khuyn mi thp th gi cho chi ph Marketing mc thp. Cch kt hp ny c k vng l s ht c nhiu li nhun trn th trng. Chin lc ny ch thch hp khi th trng c quy m hu hn; phn ln th trng iu bit n sn phm ; ngi mua sn sng tr gi cao; v s cnh tranh tim m khng c du hiu sp xy ra. Chin lc xm nhp chp nhong l tung sn phm ra th trng vi gi thp v chi ph nhiu cho khuyn mi. Chin lc ny ha hn em li nhp xm nhp th trng nhanh nht v th phn ln nht. Chin lc ny ch ph hp khi th trng ln; th trng cha bit n sn phm; hu ht ngi mua u nhy cm vi gi, c tim n kh nng cnh tranh quyt lit; chi ph sn xut mt n v sn phm ca cng ty gim dn khi quy m sn xut tng v tch lu c kinh nghim sn xut. Chin lc xm nhp t t l tung sn phm mi ra th trng vi gi thp v mc khuyn mi thp. Gi thp s khuyn khch chp nhn sn phm nhanh chng, cn cng ty gi chi ph khuyn mi mc thp l nhm t c nhiu li rng hn. Cng ty tin chc rng nhu cu ca th trng co gin mnh theo gi, nhng rt t co gin do khuyn mi. Chin lc ny ch thch hp khi th trng ln; th trng bit r sn phm; th trng nhy cm vi gi; v c s cnh tranh tim n.

Mt cng ty, nht l cng ty i tin phong trn th trng, phi la chn chin lc tung sn phm ra th trng cho nht qun vi xc nh v tr sn phm ca mnh. Chin lc tung sn phm ra th trng phi l bc u tin trong k hoch ln nhm tin hnh Marketing chu k sng. Nu ngi i tin phong la chn chin lc tung sn phm ra th trng nhm "thng m", th n s phi hy sinh thu nhp lu di gi ly thu nhp trc mt. Nhng ngi tin phong ca th trng c nhiu kh nng nht gi v tr dn u th trng, nu h bit cch s dng con bi ca mnh Lc u nhng ngi tin phong l nhng ngi cung ng duy nht, nm gi 100% nng lc sn xut v mc tiu th. Giai on th hai, i th cnh tranh xm nhp th trng, bt u t khi c i th cnh tranh mi to nn nng lc sn xut v bt u bn sn phm ca mnh ra th trng. Cc i th cnh tranh khc cng nhy vo phn sn lng v mc tiu th ca ngi dn u b gim xung. Nhng i th cnh tranh tip theo xm nhp th trng bng cch tnh gi thp hn vi ngi dn u. Sau mt thi gian gi tr tng i, nhn thc c sn phm ca ngi dn u b gim i, buc ngi phi gim bt gi. Trong giai on tng trng nhanh, nng lc sn xut c xu hng to nn qu kh d tha, thnh th n khi xut hin thi k sn xut ngng tr theo chu k th nng lc sn xut d tha ca ngnh s ko mc li xung mc "bnh thng" hn. Nhng i th cnh tranh mi quyt nh khng xm nhp th trng na v nhng i th cnh tranh hin ti th c gng cng c v tr ca mnh. iu ny dn n giai on th ba, th phn n nh, khi m cc phn nng lc sn xut v th phn u n nh. Tip sau thi k ny l giai on cnh tranh hng ho. Sn phm c xem l hng ho ngi mua khng cn tr gi cao na m nhng ngi cung ng ch kim c t sut li nhun trung bnh. Ti im ny bt u giai on rt lui. Ngi tin phong c th quyt nh tng th phn ca mnh khi nhng cng ty khc rt lui. Khi ngi tin phong c th quyt nh tng th phn ca mnh khi nhng cng ty khc rt lui. Khi ngi tin phong tri qua nhng giai on khc nhau ca chu k cnh tranh ny n phi khng ngng nh gi li v sa i cc chin lc Marketing. Giai on pht trin Giai on pht trin c nh du bng mc tiu th tng nhanh. Nhng ngi tin phong thch sn phm v nhng ngi tiu dng n sm bt u mua sn phm . Cc i th cnh tranh xm nhp th trng v b hp dn bi nhng c hi m rng sn xut v li nhun cao. H tung ra nhng tnh cht mi ca sn phm v pht trin thm cc ca hng phn phi. Gi c vn gi nguyn hay c gim xung i cht v nhu cu tng rt nhanh. Cc cng ty vn duy tr chi ph khuyn mi ca mnh mc c hay c tng i cht i ph vi s cnh tranh m tip tc hun luyn th trng. Mc tiu th tng nhanh hn nhiu lm h thp t l khuyn mi doanh s bn. Trong giai on ny li nhun tng nhanh v chi ph khuyn mi c phn b cho mt khi lng hng ln hn v chi ph sn xut trn n v sn phm gim nhanh hn so vi nhp gim gi nh hiu qu ca "ng cong kinh nghim".

Rt cuc, nhp tng trng chuyn t nhp nhanh dn sang chm dn. Cc cng ty phi theo di im bt u nhp chm dn chun b nhng chin lc mi. Chin lc Marketing trong giai on pht trin Trong giai on ny, cng ty s dngj mt s chin lc ko di mc tng trng nhanh ca th trng cng lu cng tt. + Cng ty nng cao cht lng sn phm, b sung thm nhng tnh cht mi cho sn phm v ci tin kiu dng. + Cng ty b sung nhng mu m mi v nhng sn phm che sn. + Xm nhp cc khc th trng mi. + M rng phm vi phn b ca mnh v tham gi cc knh phn phi mi. + Chuyn t qung co mc bit n sn phm qung co mc a thch sn phm + Gim gi thu ht s ngi mua nhy cm vi gi tip sau. Cng ty theo ui nhng chin lc m rng th trng ny s cng c c v tr cnh tranh ca mnh. Nhng kt qu ny i km vi nhng chi ph thm. Trong giai on pht trin cng ty phi dung ho gia th phn ln v li nhun hin ti cao. Bng cch chi tin vo vic ci bin sn phm, khuyn mi v phn phi cng ty c th ginh c v tr khng ch. N t b li nhun ti a trc mt vi hy vng trong giai on sp ti kim c li nhun cn ln hn na. Giai on chn mui (sung mn) Ti mt im no , nhp tng trng mc tiu th sn phm s chng li v sn phm bc vo giai on sung mn tng i. Giai on tng trng ko di hn so vi cc giai on trc v n t ra nhng giai on gh gm i vi vic qun tr Marketing. Hu ht cc sn phm u giai on sung mn ca chu k sng v v vy gn nh ton b cng vic qun tr Marketing u nhm gii quyt sn phm sung mn . Giai on sung mn c th chia lm ba thi k. Trong thi k th nht, sung mn tng trng, nhp tng trng mc tiu th bt u gim st. Khng c knh phn phi mi tng cng, mc d mt s ngi mua lc hu vn cn tip tc tham gia th trng. Trong thi k th hai, sung mn n nh, mc tiu th tnh trn u ngi khng thay i, bi v th trng bo ho. Hu ht nhng ngi tiu dng tim n dng th sn phm v mc tiu th tng li chu s chi phi ca mc tng dn s v nhu cu thay th. Trong thi k th ba, sung mn suy tn, mc tiu th tuyt i bt u gim, khch hng chuyn sang nhng sn phm khc v nhng sn phm thay th. Nhp tng mc tiu th chm li to ra tnh trng d tha nng lc sn xut trong ngnh. Tnh trng d tha nng lc sn xut ny dn n s cnh tranh quyt lit hn. Cc i th cnh tranh tranh nhau tm kim v xm nhp nhng gc th trng cn trng. H thng xuyn gim gi v thay i bng gi chnh thc. H tng cng qung co v cc giao dch thng mi v giao dch vi ngi tiu dng. H tng ngn sch nghin cu v pht trin ci tin sn phm v pht trin nhng sn phm

che sn. H ng cung ng nhng nhn hiu ring. Nhng bc i ny trong mt chng mc no gy thit hi n li nhun. Thi k r b bt u v nhng i th cnh tranh tng i yu hn rt lui. Cui cng, ngnh ch cn li nhng i th cnh tranh c th vng chc vi nh hng c bn l ginh cho c li th cnh tranh. Nhng i th cnh tranh ny c hai loi. Quyn khng ch ngnh ri vo tay mt s t cng ty khng l sn xut ra phn ln sn lng ca ngnh. Nhng cng ty ny phc v ton b th trng v kim li ch yu nh khi lng ln v chi ph thp hn. Nhng ngi dn u v khi lng ny c khc nhau mt mc no v danh tin i vi cht lng cao, dch c y v gi h. Vy quanh nhng cng ty khng ch ny l rt nhiu nhng ngi np gc th trng. Nhng ngi np gc bao gm cc chuyn gia th trng, chuyn gia sn phm v nhng cng ty phc c theo khch hng. Nhng ngi np gc phc v v tho mn th trng sung mn l liu c nn phn du tr thnh mt trong ba cng ty hng u v kim li nh khi lng ln khng hay theo ui cc chin lc np gc v kim li nh gi cao. Chin lc Marketing trong giai on sung mn Trong giai on sung mn mt s cng ty loi b nhng sn phm yu km ca mnh. H thch tp trung cc ngun ti nguyn ca mnh vo nhng sn phm c li nhiu hn v nhng sn phm mi. Tuy vy, h c th xem thng tim nng to ln m nhiu sn phm c vn c. Nhiu ngnh mi ngi tng l sung mn, nh t, xe gn my, my thu hnh, ng h, my nh, c ngi Nht chng minh l hon ton khng phi nh vy. H tm oc nhng cch to ra gi tr mi cho khch hng. Nhng ngi lm Marketing cn xem xt mt cch c h thng nhng chin lc th trng, sn phm v ci tin Marketing mix. Ci bin th trng Cng ty c th c gng m rng th trng cho nhng nhn hiu sung mn ca mnh bng cch s dng hai yu t hp thnh khi lng tiu th: Khi lng = s ngi s dng nhn hiu x mc s dng trn mt ngi. Cng ty c th c gng tng s ngi s dng nhn hiu theo ba cch: + Thay i thi ca ngi khng s dng: Cng ty c th c gng thu ht nhng ngi khng s dng sn phm . V d, cha kho tng khi lng dch v vn ti hng khng l khng ngng tm kim nhng ngi s dng mi m cng ty vn ti hng khng c th trnh by cho h thy r ch li ca vn ti hng khng nhiu hn so vi vn ti di mt t. + Xm nhp nhng khc th trng mi: Cng ty c th c gng xm nhp nhng khc th trng mi, v a l, nhn khu hc v.v..., c s dng sn phm , ch khng phi nhn hiu . V d, cng ty Johnson & Jonnson qung co cho nhng ngi ln s dng du gi u ca tr s sinh. + Ginh khch hng ca cc i th cnh tranh: Cng ty c th thu ht khch hng ca cc i th cnh tranh dng th hay chp nhn nhn hiu . V d, hng Pepsi - Cola khng ngng li ko

nhng ngi s dng Coca - Cola chuyn sang s dng Pepsi - Cola, lin tc a ra ht thch thc ny n thch thc khc. Khi lng cng c th tng c bng cch thuyt phc nhng ngi hin ang s dng nhn hiu tng mc s dng hng nm ca mnh ln. Sau y l ba chin lc: + S dng thng xuyn hn: Cng ty c th c gng lm cho khch s dng sn phm thng xuyn hn. V d, nhng ngi lm Marketing nc cam ang c gng lm cho mi ngi ung nc cam v c nhng lc khc, ch khng ring g lc n sng. + Tng mc s dng mi ln: Cng ty c th c gng lm cho nhng ngi s dng quan tm n vic s dng nhiu hn sn phm trong tng ln. Chng hn, nh hng sn xut du gi du c th hng dn l du gi u s c hiu qu hn khi gi hai ln thay v mt ln. + Nhng cng dng mi v phong ph hn: Cng ty c th c gng pht hin ra nhng cng dng mi ca sn phm v thuyt phc mi ngi s dng sn phm theo nhiu cch khc nhau hn. V d, cc nh sn xut thc phm lit k mt s cch lm trn bao b sn phm ngi tiu dng bit cch s dng sn phm a dng hn. Ci bin sn phm Nhng nh qun tr cng c gng kch thch tiu th bng cch ci bin c im ca sn phm. Cch lm ny c th c my hnh thc. Chin lc ci bin cht lng nhm nng cao tnh nng ca sn phm, nh bn, tin cy, tc , hng v. Nh sn xut c th thng cc i th cnh tranh ca mnh bng cch tng ra my cng c, t, thu hnh hay cht ty ra "mi v c ci tin". Nhng ngi sn xut thc phm ng hp gi l cch to u th cho sn phm khuch trng mt ci mi b sung thm hay qung co mt th g l "mnh hn", ln hn" hay "tt hn". Chin lc ny c hiu qu khi m cht lng c ci tin, ngi mua chp nhn l cht lng c nng cao v c s ngi mua sn sng tr tin cho cht lng cao hn. Chin lc ci tin tnh cht nhm b sung thm tnh cht mi (nh kch c, trng lng, vt liu, cht ph gia, ph tng km theo) lm tng thm cng dng, mc an ton hay s thun tin ca sn phm. V d, vic s dng in nng cho my ct c s tng tc v gim bt cng vic ct c. Khi cc nh sn xut my ct c phi nghin cu thit k m bo tnh cht an ton tt hn. Mt s nh sn xut b sung nhng tnh nng chuyn i my ct c th lm vic c cng vic dn tuyt na. Chic lc ci tin cc tnh cht c mt s u im. Nhng tnh cht mi to hnh nh v tinh thn i mi cng ty. Chng tranh th c lng trung thnh ca nhng khc th trng nht nh coi trng nhng tnh cht . Ta c th chp nhn hay loi b nhng tnh cht mt cch nhanh chng theo s la chn ca ngi mua. Chng to c hi tuyn truyn khng mt tin v chng lm cho lc lng bn hng v ngi phn phi phn khi. im bt li ch yu l vic ci tin cc tnh cht rt d b bt chc; vic ci tin cc tnh cht c th khng c tr tin, tr khi n c c li lu di do l ngi u tin.

Chin lc ci tin kiu dng nhm lm tng tnh hp dn v thm m ca sn phm. Vic nh k tung ra th trng nhng kiu xe mi c xem l cnh tranh kiu dng, ch khng phi l cnh tranh cht lng hay tnh nng. Trong trng hp thc phm ng gi v sn phm gia dng, cc cng ty thng tung ra cc kiu mu sc, kt cu khc nhau hay thay i kiu dng bao b v xem l vic m rng sn phm. u tin ca vic ci tin kiu dng l to ra c im c o th thng nhn bit v tranh th nhng khch hng trung thnh. Tuy vy, cnh tranh kiu dng cng l mt vn . Th nht kh c th on trc c ngi ta, v ai s thch kiu dng mi . Th hai l vic thay i kiu dng thng i hi phi ngng sn xut kiu dng c v cng ty c nguy c mt khch hng v h vn thch kiu dng c. Ci bin Marketing mix Nhng nh qun tr sn phm c th c gng kch thch tiu th bng cch ci bin mt hay nhiu yu t trong Marketing mix. H cn phi nu ra nhng cu hi sau y v nhng yu t phi sn phm trong Marketing mix tm cch kch thch tiu th mt sn phm sng mn: + Gi c: Ct gim c th thu ht c nhng ngi dng th v ngi s dng mi khng? Nu c th cn gim gi chnh thc hay khng gim gi thng qua cch quy nh gi c bit, chit khu do mua nhiu hay mua u tin, gnh chu cc vn chuyn, hay nhng iu kin bn chu d dng hn? Hay c nn tng gia thng bo v cht lng cao hn khng? + Phn phi: Cng ty c th tranh th c nhiu s h tr sn phm hn v trng by nhiu hn cc ca hng bn l hin c khng? Cng ty c th tung sn phm ra th trng thng qua nhng loi hnh knh phn phi mi khng? + Qung co: C cn tng chi ph qung cao khng? C cn thay i thng tin hay ni dung qung co khng? C cn thay i phng tin truyn thng khng? C cn thay i thi im, tn sut hay kch thc qung co khng? + Kch thch tiu th: Cng ty cn y mnh kch thch tiu th bng hp ng mu dch, hon li tin bt gi, bo hnh, qu biu v thi ti khng? + Bn hng trc tip: C cn tng s lng hay cht lng nhn vin bn hng khng? C cn thay i nhng nguyn tc chuyn mn ho lc lng bn hng khng? C cn xem xt li cc a im bn hng khng? C cn xem xt li ch khen thng lc lng bn hng khng? C th ci tin cch ln k hoch ving thm cho hng khng? + Dch v: Cng ty c th y mnh vic giao hng khng? Cng ty c th tng cng h tr k thut cho khch hng khng? Cng ty c th m rng din cho tr chm khng? Nhng ngi lm Marketing thng hay tranh ci nhng cng c no c hiu qu hn trong giai on sung mn. V d, liu cng ty c c li hn khi tng ngn sch qung cao hay kch thch tiu th khng? C ngi cho kch thch tiu th c tc dng nhiu hn trong giai on ny, bi v ngi tiu dng t ti trng thi cn bng trong thi quen mua sm v s thch ca mnh, vic thuyt phc v tm l (qung co) s khng c hiu qu bng vic thuyt phc v ti chnh (kch thch tiu th). Trn thc t nhiu cng ty hng tiu dng ng gi chi trn 60% tng ngn sch khuyn mi ca mnh

vo vic kch thch tiu th h tr nhng sn phm sung mn. Tuy vy c mt s ngi lm Marketing khc vn cho rng nhn hiu cn c qun tr nh ti sn vn v c h tr bng qung co. Chi ph qung co c xem nh l u t c bn ch khng phi l chi ph thng thng. Tuy nhin nhng nh qun tr nhn hiu vn s dng kch thch tiu th, bi v n c tc dng nhanh hn v cho kt qu d thy i vi cp trn ca h hn, nhng hot ng kch thch tiu th qu mc c th gy thit hi cho li nhun lu di ca nhn hiu. Vn ch yu l vic ci bin Marketing mix rt d b cc i th cnh tranh bt chc, nht l vic gim gi v tng thm dch v. Cng ty c th khng c li nh mong i v tt cc cng ty u c th b thit hi v li nhun khi h y mnh tin cng Marketing chng nhau. Giai on suy thoi Cui cng th mc tiu th ca hu ht cc dng sn phm v nhn hiu u suy thoi. Tc suy thoi mc tiu th c th chm, nh trong trng hp bt yn mch, hay nhanh. Mc tiu th c th tt xung n s khng hay c th chng li mc thp. Mc tiu th suy gim v mt s l do, trong s tin b v cng ngh, th hiu ca ngi tiu dng thay i, v mc cnh tranh ni a v nc ngoi gia tng. Tt c nhng iu dn n tnh trng d tha nng lc sn xut, phi ct gim gi thm na v thit hi v li nhun. Khi mc tiu v li nhun suy gim, mt s cng ty rt lui khi th trng. Nhng cng ty cn li c th gim bt s sn phm cho bn. H c th rt khi nhng khc th trng nh v nhng knh thng mi tng i yu hn. H c th ct gim ngn sch khuyn mi v tip tc gim gi hn na. ng tic l hu ht cc cng ty u khng xy dng c mt chnh sch c cn nhc k lng x l nhng sn phm gi ci ca mnh. y tnh cm c mt vai tr nht nh. Nhng vic git cht nhng sn phm ca mnh hay cho chng cht u l vic lm khng thch th g v thng gy ra nhiu s phin mun trong chuyn phi chia tay vnh vin vi nhng ngi bn c v qua th thch. Loi bnh quy di su cnh d mang theo l sn phm u tiu m cng ty sn xut. Thiu n th chng loi sn phm ca ta s khng cn l chng loi ca ta na. Logic cng gi mt vai tr. Ban lnh o tin chc rng mc tiu th sn phm s kh hn khi nn kinh t c ci thin hay khi chin lc Marketing c xem xt li v khi sn phm c ci tin. Sn phm yu km vn c th c gi li v c cho l n c ng gp cho vic tiu th nhng sn phm khc ca cng ty. Hay thu nhp ca n c th trang tri c nhng chi ph b ra v cng ty khng c cch no s dng s tin tt hn. Tr khi c nhng l do nghim trng gi li, cn vic kinh doanh sn phm yu km l rt tn km cho cng ty . Chi ph khng phi l s tin qun l ph v li nhun khng thu hi c. Nhng s liu k ton ti chnh khng th ni ln y tt c nhng khon chi ph ngm: Sn phm yu km vn c th lm hao tn mt s thi gi khng tng xng ca ban lnh o; n thng i hi phi thng xuyn iu chnh gi v lng d tr; ni chung n i hi phi t chc sn xut tng t ngn, mc d thi gian chun b rt t; n i hi phi ch n qung co v lc lng bn hng c th s dng tt hn vo vic lm cho nhng sn phm "kho" sinh li nhiu hn; tnh trng rt khng ph

hp ca n c th lm cho khch hng ngn ngi v lm lu m hnh nh ca Cng ty. Chi ph ln nht c th pht sinh trong tng lai. Vic khng loi b nhng sn phm yu km lm tr hon vic tip tc tm kim sn phm khc thay th; nhng sn phm yu km to ra mt danh mc sn phm khng cn i, nhiu sn phm tr ct ca ngy hm qua v t sn phm tr ct ca ngy mai; chng c ch kh nng sinh loi hin ti v lm suy yu ch ng chn ca cng ty trong tng lai. Chin lc Marketing trong giai on suy thoi, ngha l Cng ty phi gii quyt mt s nhim v v quyt nh x l nhng sn phm gi ci. Pht hin nhng sn phm yu km Nhim v u tin l thit lp mt h thng pht hin nhng sn phm yu km. Cng ty c ra mt ban r sot li sn phm gm i din ca cc phng Marketing, nghin cu v pht trin, sn xut v ti chnh. Ban ny xy dng mt h thng pht hin nhng sn phm yu km. Phng kim tra cung cp nhng s liu v tng sn phm th hin nhng xu hng ca quy m th trng, th phn, gi, chi ph v li nhun. Thng tin ny c my tnh phn tch nhm pht hin nhng sn phm ng ng. Tiu chun bao gm s nm mc tiu th suy gim, xu hng ca th phn, mc li gp v t sut li nhun trn vn u t. Nhng nh qun tr ph trch nhng sn phm ng ng in vo cc biu mu nh gi th hin kin ca h v xu hng ca mc tiu th v li nhun khi c v khng thay i chin lc Marketing. Ban r sot li sn phm s nghin cu thng tin ny v a ra kin ngh v tng sn phm nghi ng, yn n, thay i chin lc Marketing hay loi b. Xc nh chin lc Marketing C nhng cng ty b ri nhng th trng suy yu sm hn cc cng ty khc. iu ny ph thuc rt nhiu vo nhng ro cn xut18. Ro cn xut cng thp th cng ty cng d dng ri b ngnh v cng xi gic nhng cng ty li quyt tm li hn v thu ht khch hng ca nhng cng ty rt lui. Nhng cng ty li s c hng mc tiu th v li nhun cao hn. V d, Procter & Gamble tr li vi vic sn xut x bng nc ang b suy thoi v tng c li nhun ca mnh khi cc cng ty khc rt i. Trong mt cng trnh nghin cu chin lc ca cc cng ty trong nhng ngnh ang suy thoi, Harrigan phn bit nm kiu chin lc m cc cng ty s dng. + Tng vn u t ca cng ty ( khng ch hay cng c v tr cnh tranh ca mnh). + Duy tr mc u t ca cng ty cho n khi gii quyt xong tnh trng khng chc chn ca ngnh. + Gim c chn lc mc u t ca cng ty bng cch loi b nhng nhm khch hng khng c li, ng thi cng c vn u t ca cng ty nhng mu th trng sinh li. + Thu hoch (hay vt kit) vn u t ca cng ty trang tri nhanh cc khon tin mt. + Gii th nhanh chng doanh nghip bng cch bn ti sn ca n mt cch c li nht.

Chin lc thch hp trong giai on suy thoi ph thuc vo mc hp dn tng i ca ngnh v sc cnh tranh ca cng ty trong ngnh . V d, mt cng ty trong mt ngnh khng hp dn nhng li c sc cnh tranh th cn xem xt vic co cm c chn lc. Tuy nhin nu cng ty trong mt ngnh hp dn v sc cnh tranh th n cn suy tnh n vic cng c vn u t ca mnh, Procter & Gamble trong mt s trng hp chp nhn nhng nhn hiu lm khch hng khng hi lng nhng th trng mnh v khi phc li chng. P & G tung ra mt loi kem tay "khng du" tn l Wondra, c ng trong mt l ln ngc cho kem chy ra t di y. Mc d mc tiu th lc u cao, nhng t l mua lp li rt thp. Ngi tiu dng phn nn rng y b dnh v tnh cht "khng du" a ra l khng thch hp lm. P & G thc hin hai bc khi phc li n. Th nht l tung ra kem Wondra trong l bnh thng ri sau l thay i cng thc thnh phn n c tc dng tt hn. Khi mc tiu th li tng tr li. P & G thch khi phc li nhng tn nhn hiu b. Nhng ngi pht ngn ca P & G thch khng nh rng khng c g ging nh chu k sng ca sn phm v h nu ra Ivory Camay v nhiu nhn hiu khc ca "qu b" vn cn pht t. Nu cng ty ang phi la chn gia thu hoch v gii th th chin lc ca n s hon ton khc. Thu hoch i hi phi gim dn chi ph ca sn phm hay kinh doanh khi c gng duy tr mc tiu th ca n. Chi ph u tin cn ct gim l chi ph nghin cu & pht trin, u t xng v thit b. Cng ty cng c th gim cht lng sn phm, quy m lc lng bn hng, cc dch v ph v chi ph qung co. N s c gng ct gim nhng chi ph ny m khng cho khch hng, i th cnh tranh v cng nhn vin bit rng mnh ang dn dn rt ra khi vic kinh doanh . Nu khch hng bit c iu th h s chuyn sang nhng ngi cung ng khc. Nu i th cnh tranh bit iu th h s ni cho khch hng bit. Nu cng nhn vin bit iu th h s b i tm vic lm mi ni khc. Nh vy vic thu hoch l mt chin lc nc i v o c v cng rt kh thc hin. Tuy vy, nhiu sn phm sung mn vn bin h cho chin lc ny. Thu hoch c th lm tng ng k lu kim hin ti ca cng ty, m bo mc tiu th khng b gim st Cui cng vic thu hoch s lm cho vic kinh doanh khng c gi tr na. Mt khc, nu cng ty quyt nh l gii th doanh nghip , th trc tin n phi tm ngi mua. N s c gng tng sc hp dn ca x nghip, khng n b sa st. V th cng ty phi suy ngh thn trng nn thu hoach hay gii th n v kinh doanh ang suy yu. Quyt nh loi b Khi cng ty quyt nh loi b mt sn phm, n phi thng qua s quyt nh tip theo. Nu sn phm c phn phi rt mnh v vn cn tn nhim th chc chn cng ty c th bn n cho mt cng ty nh hn. Nu cng ty khng tm c ngi mua no th n phi quyt nh nn thanh l nhn hiu nhanh hay chm. N cng phi quyt nh cn duy tr bao nhiu ph tng v dch v phc v khch hng c.