H V Tn: inh Th Hin. Lp: K43 QTKDTM.

BI TP MN: MARKETING CN BN.

: Phn Tch V D V La Chn Khc Th Trng.

I. M 1. Mt s khi nim: - Th trng mc tiu l th trng bao gm cc khch hng c cng nhu cu hoc mong mun m doanh nghip c kh nng p ng, ng thi cc hot ng marketing ca doanh nghip c th to ra u th so vi i th cnh tranh v t c cc mc tiu kinh doanh nh. - Th trng mc tiu chnh l nhng on th trng hp dn m doanh nghip quyt nh la chn tp trung n lc marketing ca mnh. 2. C s la chn phn khc th trng: - S lng v tng tim nng chi tiu ca khch hng trong phn khc . - Kh nng chi v chi ph tip cn khch hng trong phn khc . - Sc mnh cnh tranh hin ti trong phn khc ny. - Mc tha mn ca khch hng vi sn phm hay dch v hin ti ca i th cnh tranh. - Mc tng trng d bo. - Kh nng sinh li tim nng - Nhng ro cn khi tham gia vo phn khc th trng II. NI DUNG Sau khi nh gi khc th trng khc nhau, by gi doanh nghip phi quyt nh nn phc v bao nhiu v nhng khc th trng no. Tc l vn la chn th trng mc tiu. 1. Tp trung vo mt khc th trng.

 Doanh nghip c th la chn mt khc th trng phc v. Doanh nghip nhn vo tnh hp dn v li nhun la chn khc th trng ny. y,on th trng c chn c th cha c i th cnh tranh hoc l th trng duy nht m doanh nghip chn ch bn nhng loi sn phm ph hp vi th trng . V d: Heineken Vit Nam Nm 1992, bia Heineken ni ting th gii c nhp trc tip t H Lan vo Vit Nam. Nm 1994, ln u tin, bia Heineken c cng ty Vietnam Brewery Limited (VBL) sn xut ngay ti Vit Nam. Phn tch v d: Heineken l loi bia ra i c hng v m , kh qun v lun b xa cc i th cnh tranh trong cc cuc th nghim m v hng v gia cc loi bia. Slogan ca hng bia Heineken: Mt khu hiu rt lu i, khng nh ng cp cht lng ca Heineken qua tng sn phm "Ch c th l Heineken". Heineken c nh v thng hiu kh tt vi cc chin dch qung b rm r v nht qun di mt thng ip: Heineken bia ng cp v phong cch ca bn,l thng hiu thng lnh phn khc th trng bia cao cp. Thng hiu Heineken lun c xem l ng ngha vi cht lng, khng ch trong hng v bia m cn cc mi quan h kinh doanh, trong cng vic cng nh trong t tng tin b. Mt trong nhng gi tr quan trng khc c th hin qua s kht khao hc hi nhng kinh nghim mi, t tin ci m, nng lc v s snh iu. y cng l nhng yu t quan trng nht gp phn nh v v phn bit thng hiu Heineken trn th trng. Cho n nay, Heniken xy dng rt thnh cng hnh nh bia cao cp trong tm tr ngi dn Vit v c mt ch ng vng chc trn th trng bia Vit Nam, N lc Marketing tp trung phn khc th trng bia cao cp cho php Heineken c kh nng chim lnh mt v tr vng chc trn on th trng bia cao cp. Khi nhc n Heineken, ngi ta thng ngh n mt sn phm bia quc t, cht lng tuyt ho, hng v c trng, sang trng v cao cp. Heineken hng n nhng ngi c thu nhp kh v cao, l nhng ngi c kh nng chi tr v tiu dng bia nh nhng ung thng xuyn ngha: trong cuc chin tranh ginh th phn bia ti Vit Nam, thc t cho thy mun thu phc lng ngi cn phi hiu bit v vn ha Vit Nam. Heineken lm c iu cng vi vic chi ra nhng khon tin khng nh cho vic qung b thng hiu. Tuy nhin gi cao ca bia Heineken khin cho sn phm ny ch c th c nhc ti nh l sn phm bia phn khc cao cp, dnh cho nhng ngi

tr tui v snh iu, v nhng doanh nhn thnh t tr trung. Nh s nh v sn phm gip Heineken thng tr phn khc bia cao cp ca Vit nam. 2. Chuyn mn ha c chn lc. Doanh nghip chn mt vi khc phc v, mi phn on th trng u csc hp dn v ph hp vi ngun lc ca doanh nghip.. Trong trng hp ny, Cng ty la chn mt s khc th trng, mi khc th trng u c sc hp dn khch quan v ph hp vi nhng mc tiu v ngun ti nguyn ca Cng ty. D cho mt khc th trng c tr nn khng hp dn na th cng ty vn c th tip tc kim tin trong nhng khc th trng khc. Phng n ny thch hp vi cc doanh nghip c t hoc khng c nng lc trong vic phi hp cc on th trng vi nhau, nhng tng on u cha ng nhng ha hn v thnh cng kinh doanh. V d: Honda Cng ty Honda Vit Nam l cng ty lin doanh gia Cng ty Honda Motor Nht Bn, Cng ty Asian Honda Motor Thi Lan v Tng Cng ty My ng lc v My Nng nghip Vit Nam Phn tch v d: Honda chim lnh th trng nh mt phn vo k thut nh gi ca cng ty. Ph hp vi ti a lng khch hng ca cng ty: sn phm bnh dn c gi t 10 n 20 triu ng, sn phm cao cp c gi cao nhm tha mn nhu cu ca khch hng cao cp, th hin ng cp. Chin lc gi ca Honda Vit Nam ch yu nhm vo khch hng mc tiu ca h l tng lp trung bnh ca x hi. Bn cnh , cng ty c nhng sn phm cao cp c nhp t nc ngoi nhm tip cn nhng khch hng thuc tng lp cao cp,nhng ngi sn sng b ra mt khon tin ln tha mn nhu cu ca mnh. Dng sn phm cho phn khc xe cao cp nh: @, SH, PS, Dylan. Nh chin lc nh gi ng m Honda xut hin Vit Nam t nhiu nm nay v ngy khng nh v th ca mnh trn th trng tim nng ny. Cc sn phm xe my cao cp nh SH, Lead, Dyland, PSc y mnh sn xut v phn phi ch yu ti cc thnh ph ln nh H Ni, TP HCM, Nng. Cc dng sn phm trung bnh nh Wave, Dream, Future, thng c phn phi ti th trng nng thn, hng vo i tng khch c thu nhp thp, trung bnh. ngha: Cc sn phm ca Honda Vit Nam c gi cnh tranh, hp l, ph hp vi nhm khch hng mc tiu.T nhng sn phm bnh dn p ng nhu cu i li thit yu n nhng sn phm cao cp c gi rt cao nhm tha mn nhu cu s dng, th hin ng cp ngi s dng. Nh vy Honda thc s tr thnh b

ch ti th trng Vit Nam vi hn 70% th phn phn xe gn my vt xa so vi Yamaha, Suzuki, SYM 3. Chuyn mn ha theo sn phm. Doanh nghip chuyn v sn xut mt loi sn phm nht nh v sn phm c th bn cho mt vi phn khc. Phng n ny, cng ty c th tp trung vo vic sn xut mt loi sn phm c c tnh nht nh p ng cho nhiu on th trng. Li th ln ca vic p dng phng n ny trong kinh doanh l to c hnh nh tt trong tm tr ngi tiu dng v loi sn phm. V d: Tp on Toyota. Cng ty t Toyota Vit Nam (TMV) l lin doanh gia 3 i tc ln: Tp on t Toyota Nht Bn (70%). Tng cng ty My ng lc v My nng nghip Vit Nam (20%). Cng ty TNHH KUO Singapore (10%) Phn tch v d: Toyota tp trung vo vic sn xut t p ng cho nhiu on th trng khc nhau. Th trng mc tiu m Toyota mun hng n l mi khch hng c nhu cu s dng xe t. Toyota l dng xe bnh dn trn th trng xe hi, p ng phn ln nhu cu ca ngi s dng. Nhng ngi thu nhp trung bnh c nhu cu s dng xe hi. iu to ra li th cho Toyota v th phn, v phn khc ny chim phn ng th trng. p dng chin lc gi trung bnh trn th trng xe hi, Toyota chim lnh c th trng xe hi mt cch thnh cng. Bn cnh , dng xe hng sang Lexus cng c Toyota ch trng vi gi thp hn nhiu so vi nhng dng xe cao cp ca BMW, Mercedecs. Nhm vo phn khc th trng xe hi hng sang, nhng ngi thch th hin ng cp sang trng ca mnh. S thnh cng ca Toyota hin nay l nh mt phn ln vo vic la chn ng th trng mc tiu. Vic p dng phng n chuyn mn ha theo sn phm gip cho Toyota d dng hn trong vic to dng hnh nh, danh ting khi cung ng sn phm ca mnh. ngha: Toyota la doanh nghip i tin phong v thnh cng trn dng xe hi bnh dn, s thnh cng ca Toyota trn phn khc ny to ng lc cho Toyota a vo th trng dng xe hi hng sang Lexus. Chin lc gi c hp l cho sn phm ca mnh, Toyota nh v thnh cng thng hiu ca mnh trn th trng. 4. Chuyn mn ha theo th trng. Doanh nghip tp trung vo p ng nhiu nhu cu ca mt nhm khc hng no . phng n ny, doanh nghip c th chn mt nhm khch hng ring bit lm th trng mc tiu v tp trung vo vic tha mn nhu cu a dng ca mt

nhm khc hng , do doanh nghip d dng hn trong vic to dng danh ting trong nhm khc hng v v th tng lng bn sn phm s tr nn ht sc thun li. Thng qua chin lc ny, doanh nghip c th to dng uy tn trong lnh vc sn phm chuyn dng. Vn c th c ri ro, nu sn phm m doanh nghip sn xut c nguy c c thay th bng sn phm mi hn v cng ngh. V d: Tp on Nokia. Nokia Corpotion l mt tp on in t vin thng ln ca Phn Lan, c tr s ti Espoo, mt thnh ph ln cn Helsinki th ca Phn Lan. Phn tch v d: Nokia l cng ty hng u th gii v in thoi di ng, dn u xu hng thay i v tng trng. Nokia cung cp ra th trng nhng thit b v gii php tt nht cng vi cc i tc cng ngh dnh cho doanh nghip hng u. Nokia mang li nhng sn phm u cui vt tri dnh cho mi doanh nghip thuc cc quy m khc nhau. Nokia la chn nhm khch hng doanh nhn lm th trng mc tiu v tp trung n lc vo vic tha mn nhu cu a dng ca nhm khch hng ny. a dng v chng loi sn phm gip khch hng c nhiu la chn hn. Vi nhng dng phm cao cp dnh cho gii tr vi tnh nng v cng ngh vt tri c gi khong t 5 n 11 triu. Bn cnh dng sn phm tm trung c gi khong t 1 n 5 triu. L thng hiu dn u v cht lng Nokia lun ci tin dng sn phm ca mnh cho ra i nhng sn phm cht lng vi cng ngh cao v tnh nng hin i. ngha: Nokia tp trung v ch trng vo sn phm, lun dn u v cng ngh. To cho ngi s dng s la chn hon ho v ph hp vi ti tin cu mnh. Uy tn thng hiu Nokia khc su trong tm tr khch hng nn vic pht trin nhng sn phm mi ht sc thun li. 5. Bao ph ton b th trng y doanh nghip c gng p ng tt c cc nhm khch hng bng tt c cc loi sn phm m h c th cn. Nhng doanh nghip no p dng phng n ny u coi mi khch hng u l th trng mc tiu ca h, t h s p ng nhu cu v mi chng loi mt hng m khch hng cn. Do thng ch c doanh nghip ln mi c kh nng p dng phng n ny. V d: BigC H thng siu th Big C hot ng kinh doanh theo m hnh Trung tm thng mi hay i siu th, l hnh thc kinh doanh bn l hin i ang c Tp on Casino (Tp on m ca Big C) trin khai. Casino l mt trong nhng tp on bn l hng u th gii, vi hn 200.000 nhn vin lm vic ti hn 11.000

chi nhnh, ti Vit Nam, Thi Lan, Argentina, Uruguay, Brazil, Columbia, Php, Madagascar v Mauritius. Hin ti, Big C Vit Nam c tng cng 14 ca hng trn ton quc. Phn tch v d: Vi s n lc khng ngng Big C gii thiu n ngi tiu dng trn ton quc nhng khng gian mua sm hin i, thong mt, thoi mi vi chng loi hng ha a dng, phong ph, cht lng kim sot v gi c hp l, i cng vi nhng dch v khch hng tht hiu qu. Bn cnh , tt c cc ca hng Big C trn ton quc u cung cp nhng kinh nghim mua sm vi nhiu dch v tin ch cho Khch hng. Big C cam kt gi bn ca Big C lun r hn hoc bng gi nh sn xut in trn bao b sn phm. Big C la doanh nghip bn le hng u, tp trung hng n mi i tng khch hng. T nhng sn phm tiu dng cao cp n nhng sm phm tiu dng gi r. Big C p ng mi nhu cu ca khch hng v cc chng loi sn phm. ngha: Big C l doanh nghip bn l, nn vic la chn chin lc gi r cho ngi tiu dng l ht sc hp ly. iu ny gip Big C thnh cng trong vic chim lnh th phn. III. KT LUN Ngy nay, c th ni rng trn th trng cc doanh nghip cnh tranh rt gay gt. tn ti v pht trin, tt c doanh nghip u va phi ng u vi i th cnh tranh, va phi tm mi cch thuyt phc v li ko khch hng. Vic la chn khc th trng gip doanh nghip xc nh c th trng mc tiu c th thm nhp vo n mt cch c hiu qu, trnh c nhng ri ro ng tic. Trong qu trnh tm hiu v lm bi tp ny em ht sc c gng song vn khng trnh khi nhng sai st v hn ch, mong c gio v cc bn gp bi tp c hon thin hn. Em xin chn thnh cm n.