Professional Documents
Culture Documents
1.1
-
n nm 1975, sau khi chim lnh thnh cng th trng chi M, cng ty
bt u m rng qui m ra cc ton cu. Hin nay, Cre8tive Minds Group c 6
c s sn xut Thy S,M, Anh, Trung Quc, n , Braxin v 1500 ca hng
bn l 120 quc gia trn trn ton th gii.
C cu t chc
Chief
Executive
officer
Markets &
Products
C chc
nng qun l
hot ng
kinh doanh,
marketing,
pht trin
sn phm
ca ton h
thng
Community
Education
& Direct
Qun l thng tin
ca khch hng
thng qua chui
ca hng,
website, mail..
Nghin cu pht
trin v sn phm
mang tnh gio
dc cao
Corporate
centre
Bao gm cc
b phn: qun
tr ngun nhn
lc, cng ngh
thng tin,
truyn thng,
qun l dch
v,
Global
supply
chain
Qun l ton
b hot ng
cung ng, vn
chuyn, v
phn phi n
cc cng ty
con
Corporate
finance
C trch
nhim qun
l, iu hnh
hot ng ti
chnh ca tp
on,
Slogan v Logo
Geared For Fun & Learning -dnh cho tr va chi va hc, qua Slogan ta phn
no hiu c Cuboro va l mt tr chi mang tnh gii tr cao cho tr va mt
tr chi gip tr pht trin v tr tu v t duy, rt gn vi mt cu tc ng ca
ngi Vit Nam Hc m chi, chi m hc. Khng nhng th hin tnh cht ca
Cuboro, Slogan cn th hin mc tiu v mong mun ca cng ty em n nim
vui, v s pht trin tt nht dnh cho tr em.
nh hng pht trin
Trong 5 nm tr li y, doanh thu ca Cre8tive Minds Group lin tip t mc
tng trng 2 con s cho d th trng chi trn ton cu ang bo ha trong
sut thp k va qua. Cre8tive Minds Group hi vng rng doanh s tip tc tng
mnh trong giai on sp ti, thng qua vic u t pht trin sn phm v m
rng th trng kinh doanh. Nm nh hng pht trin ca Cre8tive Minds
Group trong thi gian ti l:
u t pht trin chi sng to: tip tc pht trin danh mc sn phm tim
nng da trn kt qu nghin cu v th trng, khch hng.
1.2
Tng gim
c
Ph tng gim
c
Phng Nhn
s
Phng
Ti chnh K ton
Phng
Marketing
Phng Kinh
doanh
n v trc
thuc
-H thng i
l bn hng
Ca hng bn
l
Tm nhn: quyt tm tr thnh Thng hiu hng u ti th trng Vit Nam cung
cp chi tr tu cng nh cc mt hng v dch v cho tr em, tr thnh im n
tin cy i vi cc bc ph huynh v cc em nh v cht lng hng ha v dch v.
Th nht, khi Cre8tive Minds Group t chi nhnh ngay ti Vit Nam s gip cho
vic tm kim th trng v tip xc vi khch hng tt hn, kim sot cht ch
qu trnh nhp khu hng sang Vit Nam v ton b hot ng Marketing din ra.
Th ba, cng ty tin hnh nghin cu th trng trong sut 1 nm trc khi
xm nhp, v xc nh Tp. H Ch Minh l im h cnh y tim nng ti Vit
Nam. Tp. H Ch Minh gi vai tr u tu ca c nn kinh t Vit Nam. Nm
2010, thu nhp bnh qun u ngi thnh ph t 2.800 USD/nm, cao hn
nhiu so vi trung bnh c nc (1168 USD/nm). Tng GDP c nm 2010 t
418.053 t ng (tnh theo t gi thc t khong 20,902 t USD), tc tng
trng t 11.8%. y l khu vc chim n 11,45% sn lng tiu th chi
ca c nc.
Cha m ngy cng quan tm n s pht trin ca con ci thng qua cch
chn cc hnh thc gii tr ph hp cho con1. chi ph hp vi tng la tui
s gp phn quan trng trong hnh thnh tnh cch v nhn cch ca cc em trong
tng lai. Chnh v th, chi khng ch n gin l ci cc em chi, l
phng tin gii tr phi m bo v nhiu phng din: cht lng, tnh an
ton, tnh gio dc v thm m.
Vit Nam c coi l mt trong nhng quc gia c tnh hnh chnh tr n nh
cao trn th gii. Vit Nam ch c duy nht mt ng cm quyn l ng cng
Cng ty TNHH Cre9tive Minds Vit Nam thc hin kho st trn 1000 khch hng c con t 0-12 tui
sn Vit Nam nn bo m cho vic thc hin nht qun cc chnh sch kinh t
trong thi gian di.
-
- V php lut, mi trng php l cho hot ng kinh doanh cha hon thin, cn
tr gin tip, tc ng rt tiu cc i vi qu trnh hi nhp kinh t nc ta ni
chung v xut nhp khu ni ring.
- Ngoi ra, Vit Nam cha c c ch bo v nh kinh doanh v ngi tiu dng.
Php lut bo v ngi tiu dng v chng c quyn c nhng vic p dng
vn cha tt v thiu cc quy nh c th thc hin quyn v bo v quyn ca
ngi tiu dng. c bit l cc hnh thc c quyn gy thit hi ln cho ngi
tiu dng.
- Th trng chi Vit Nam hin nay ang b chim lnh bi cc nh sn xut
Trung Quc vn c hi v khng an ton. Cui thng 5, Tng cc Thanh tra gim
st cht lng v kim dch Trung Quc (AQSIQ) cho bit gn 10% trong tng s
242 mu chi tr em (CTE) m c quan ny ly mu kim tra ngu nhin ti
nc ny c du hiu khng an ton. C ti 20 chi trong s ny khng t tiu
chun cho php, trong c 3 sn phm b nhim kim loi nng nh ch, crom.
2.2 Phn tch mi trng vi m theo m hnh 5 p lc cnh tranh ca Michael
Porter
2.2.1 Phn tch i th tim nng
10
11
Khch hng c phn lm 2 nhm: khch hng l, nh phn phi. C hai nhm u
gy p lc vi doanh nghip v gi c, cht lng sn phm, dch v i km.
Nhng khch hng c li th trong m phn:
-
12
Cc khu vui chi tr em, nh tr, trng mm non, bnh vin: ngi mua rt tp
trung nhng h chim mt th phn ng k. H l nhng khch hng mua chi tr
tu vi s lng ln , v th cng gy ra p lc v gi c vi cng ty trong m phn.
Nhng khch hng c quyn lc thp:
Khch hng c nhn, gia nh nh: khch hng rt phn tn (rt nhiu hoc rt khc
nhau, khng c nh hng n sn phm hay gi c). l cc ng b , b m, nhng
ngi c tr nh, khi h quan tm nhiu hn n s pht trin ca tr th chi tr
tu tr thnh mt hng t gi v thit yu cho con h.
2.2.4
p lc t nh cung cp
13
- Thu sut nhp khu chi tr em tng i cao. Theo thng t s 111/2010/TTBTC c ban hnh ngy 30/7/2010 sa i mc thu sut thu nhp khu u i
i vi mt s mt hng chi thuc nhm 9503 ti Danh mc mc thu sut ca
Biu thu nhp khu u i. C th, mt hng chi, xp khi (m 9503.00.91.00)
thu sut l 20%.
2.2.5 Cc i th cnh tranh hin hu trong ngnh
Do Cre8tive Minds VN s tn cng vo th trng Vit Nam vi sn phm chi
pht trin tr tu nn sau khi phn tch th trng ti Vit Nam, Cre8tive Minds VN
pht hin ra cc i th ang cnh tranh trc tip vi mnh trong hng mc chi
pht trin tr tu l 3 i th sau y:Lego (an Mch) - Benho (Trung Quc) Winwintoys (Vit Nam)
a) Phn tch im mnh im yu ca i th cnh tranh
im mnh
im yu
Lego
Ngun lc ti chnh di do.
i ng nhn vin v qun l c trnh cao,
v nhiu nm kinh nghim chinh phc
c nhng th trng kh tnh nht.
Sn phm a dng, cht lng cao, t chng
nhn quc t.
i.
H thng phn phi kh rng, ch yu qua
14
Thng hiu lu i
Sn phm a dng
rng ri.
ph.
15
Ph lc
16
Benho c sn xut dng sn phm chi tr tu, sng to bng g (bn cnh cc
chi c chc nng gii tr n thun) kh tng ng vi sn phm ca
Cre8tive Minds VN v cng dng v cht liu ca sn phm. Tuy nhin v Benho
sn xut qu nhiu dng chi nn s khng tp trung u t nhiu cho 1 dng
sn phm sng to, tr tu ny. Hn na, hin ti, i vi dng chi sng to, tr
tu ca Benho th nhp v Vit Nam mc kh l n gin, cha c s ph
cch, ni bt trong mc nng cao tim nng kh nng tr tu, sng to cho tr
em Vit Nam.
17
Gm 4 phn khc chnh: (1) Gii tr n thun; (2)Pht trin gic quan; (3) Pht trin
tr thng minh, sng to; (4) gio dc kin thc3.
3.1.2.
18
Tuy nhin, khi xt v tc tng trng, nhng phn khc th trng xut hin sau li
c mc tng trng ng kinh ngc, vt tri hn hn so vi phn khc th trng
lu i gii tr n thun, c th tc tng trng ca phn khc th trng pht
trin tr thng minh sng to cao nht, tip l gio dc kin thc, theo sau l gii tr
n thun v cui cng l pht trin gic quan.
b) Mc hp dn ca cc phn khc th trng
nh gi mc hp dn ca khc th trng
Ch tiu
Mi
da
19
ngi mua
Mi
3.2
nh v thng hiu
3.2.1.
20
21
Cre8tive
Minds
Group
Cre8tive
Minds
Vit Nam
Cuboro
Cugolino
Basic
Cuboro
Cugolino
Sub
Cre8tive
Minds
Trung Quc
Cuboro
Cugolino
...
Cuboro
Cugolino
Pop
Cuboro
Cugolino
Magic
...
Cuboro
Cugolino
Hit
22
Benho
23
4.1
Chin lc sn phm
4.1.1. Gii thiu sn phm Cuboro Cugolino
4.1.1.1. Cuboro Cugolino l g?
Cuboro l mt tr chi tr tu, v thch hp cho mi la tui. Tr t 3 tui tr ln
c th bt u chi Cuboro trnh n gin nht; n trnh phc tp cho
nhng ngi chi chuyn nghip.
Cuboro l sn phm chi xp hnh c thit k theo bao gm cc hnh khi g
vi cc rnh v ng hm m cung vi cc vin bi cm thch. Nu sp xp
cc khi g ny mt cch khoa hc cho vin bi chy thng qua cc con ng t
im xut pht n im cui cng tc l hon thnh nhim v. Mt b Cuboro
Cugolino c bn (37 khi 5x5cm), 19 khi g vng chc phc v nh l nn tng
cho cc kin trc cng trnh xy dng. Cn li 18 khi c khc rnh v ng
hm vo cc khi, cc nh thit k to ra mi khi g c mt chc nng ring. Mi
khi chc nng cung cp mt phn ca con ng i cho vin bi. Cc knh v
ng cong ng hm phi c lp rp ng cch, nu vy bn s c c mt
kin trc to ng chy thng sut cho cc vin bi.
24
4 b b sung khc cha cc khi khc vi hnh dng c bit hn, gip tr
c th to c cc m hnh c bit hn v phc tp hn. Gm c:
o
25
26
27
Nh gii thiu, Cuboro trc ht l tr chi xp hnh cho tr gii tr. Tuy
nhin, chc nng ca Cuboro khng n thun dng li . iu thc s
to nn s khc bit cho Cuboro chnh l y l mt chi gip cho tr
pht trin v tr tu v sng to.
u tin, Cuboro gip tr tng kh nng nhn bit v hnh khi v mu sc.
Tip theo v Cuboro l mt tr chi i hi s t t duy ca b, sau khi
nhn bit cc hnh dng ca khi g tr phi suy ngh tm cch to nn mt
ng hm thng sut. a ra c mt phng php xp hnh, tr phi
tri qua qu trnh th nghim, suy ngh v gp li sai, bt chc, sao chp
theo hnh nh hng dn, bc tng bc, thc hnh tr s c c kinh
nghim thng qua tng bc thit lp v pht trin h thng cu trc cc
khi g mt cch hp l. Tr s thc s vui th khi hon thnh c m
hnh thnh qu ca mnh, qu kch thch s am m, s sng to ca tr.
Cc nghin cu cho thy rng Cuboro gip tr pht trin:
28
b) Sn phm c th
-
29
30
31
32
33
34
35
4.2
Chin lc gi
4.2.1 Nhng yu t nh hng n vic nh gi ca cng ty
Cng ty quyt nh chn la chin lc nh gi da trn i th cnh tranh
khng nh hn na nh v sn phm ca cng ty ti th trng Vit Nam, c th
l cnh tranh chnh vi Lego, Benho trn phng din cht lng v gi c do
cng ty c th mnh v khai thc cc ngun nguyn liu tt v xy dng s a
dng v sn phm. Tuy nhin, vic nh gi da trn i th cnh tranh cng cn
da trn c s chi ph nhp khu, t sut li nhun bnh qun ngnh v kh nng
m rng thm nhp vo th trng chi pht trin tr thng minh sng to dnh
cho tr em 3+, gia nh c mc thu nhp kh ti th trng Vit Nam.
4.2.2 nh gi
Cng ty s n nh gi da trn i th cnh tranh, kt hp da trn c s chi
ph nhp khu, t sut li nhun bnh qun ngnh v m rng kh nng thm
nhp vo th trng chi pht trin tr thng minh sng to dnh cho tr em
3+, gia nh c mc thu nhp kh ti th trng Vit Nam.
Xt v mc gi ca cc i th cnh tranh trn th trng vi sn phm ca cng
ty Kids Generation:
36
chi pht trin tr thng minh sng to da trn i th cnh tranh l Benho, Lego
ti Vit Nam vi mc gi khong 500.000 VN 600.000 VN
Xt v kha cnh c s chi ph nhp khu v t sut gi vn hng bn trn doanh thu
thun bnh qun ngnh, cng ty nh gi sn phm nh sau:
-
37
Chin lc gi
Ch ng tng gi
Trong thi k lm pht, cc loi chi ph gia tng (li sut, nhn cng, nguyn vt
liu, vn chuyn..) nn cng ty gia tng gi sn phm nhm m bo li nhun.
Tuy nhin, cng ty cn ch theo di phn ng ca ngi mua, ca cc i th
cnh tranh vi s tng gi ny nhm trnh s st gim li nhun, th phn do ch
ng tng gi. Ngoi ra, cng ty c th p dng cc cch thc tng gi nhng
38
Phn ng i vi s thay i gi
39
40
41
c im trung gian phn phi: ti thnh ph H Ch Minh knh phn phi hin i
bao gm siu th v trung tm thng mi ngy cng pht trin. Vi u im l nm
bt c nhu cu khch hng do thu hiu vn ho mua sm ca ngi dn thnh
ph, kh nng trng by v bn hng chuyn nghip.
c im v cnh tranh: Cc hng chi ni ting th gii ti th trng Vit Nam
xm nhp ch yu thng qua cc i l c quyn. Nh phn phi c quyn ca
Lego l Vit Tinh Anh, ca Benho l Veesano.
c im ca doanh nghip: thng hiu ni ting th gii, ti chnh vng mnh to
iu kin thun li trong vic xy dng knh phn phi, tuyn chn thnh vin
knh.
c im mi trng kinh doanh: tuy nn kinh t cha hon ton phc hi sau
khng hong nhng iu ny khng ng lo ngi do nhu cu chi vn ang gia
tng. B Nguyn Thu V H, gim c sn phm Barbie cho bit: "Mc tng
trng t 23-33% mi nm ca sn phm Barbie cho thy th trng chi cao
cp c nhu cu". V vy doanh nghip nn tit kim chi ph vi cc knh ngn v
hiu qu.
4.3.2.2. Quyt nh knh phn phi
Da vo vic nh gi cc bin s nh hng n cu trc knh cng ty Cre8tive
Minds VN rt ra nhng mc tiu ca knh phn phi l: lun lun sn sng,
thun tin nht cho khch hng c th l:
- Xy dng h thng knh phn phi rng khp, ph kn th trng, tip cn ngi
tiu dng rng ri.
- Xy dng h thng knh phn phi linh hot, hiu qu, chi ph thp
- Nng cao hnh nh, thng hiu Cre8tive Minds VN thng qua knh phn phi.
42
CRE8TIVE
MINDS GROUP
Cre8tive Minds
China
Cre8tive Minds
Vit Nam
Ca hng
Bn hng
trc tip
Showroom
Ngi
tiu dng
Ngi
tiu dng
Ngi
tiu dng
phn
u im
Nhc im
y nhanh tc -
hn ch trnh
lu thng hng
chuyn mn ha;
lng bn hng
ln ca cng ty bao
ha
t chc v qun
gm nh tr, trng -
Ngi sn xut
thu
phi phc tp
ln,
li
n
knh
phn
vn v nhn lc
phn tn
43
nh, gim bt -
chu chuyn vn
chi
chm.
ph
trung
gian.
Knh
phn
khch
vn v nhn lc
phn tn
phn ng nhy
bn hn.
cho
doanh -
khng nm bt
VN n vi khch vo th trng mi
ca khch hng
hng
d dng hn.
nhu
cu
kp thi
-
kh kim sot
hnh
nh
ca
cng
ty thng
qua cc i l
Ngoi ra cc knh phn phi trc tip v gin tip c cng chc nng l qung b hnh
nh ca Cre8tive Minds VN thng qua cc hot ng giao dch v hnh nh ca mnh
ng thi thu thp thng tin v khch hng, gii p mi thc mc cho khch hng.
Nhm vn ti p ng nhu cu khc nhau ca c phn khc khch hng c nhn v
t chc cng ty chn nhiu knh phn phi cho hai nhm khch hng ny. Do t
44
Tham kho Ph lc cc tiu chun la chn thnh vin knh v danh sch cc thnh vin knh c th la chn
45
b)
Chit khu cc thng trong nm khi cng ty khng c hot ng khuyn mi cho
khch hng s dng chin lc y cc ca hng bn hng nhanh hn. Chit khu
thm 2 5% cho cc ca hng vo qu III.
M cuc thi gia cc ca hng trong qu IV a ra phn thng cho ca hng mua
hp ng vi gi tr cao nht. Phn thng l tin mt hoc hin vt tr gi 50 triu
ng.
Tr cp qung co, chi ph cho sn phm mu trng by, thanh ton ph cho khong
khng gian trng by, c ngi din thuyt gii thiu sn phm, phn thng cho
ca hng, tr cp lu kho, b phn chc nng.
Thng doanh s cho i ng bn hng trc tip showroom, Vincom Center khi t
doanh thu cao.
Thng
3%
4%
5%
6%
46
c)
K c hp ng tr gi
Thng % trn tr gi hp ng
5 di 10 triu
1%
10 di 15 triu
2%
15 di 20 triu
3%
20 di 25 triu
4%
25 di 35 triu
5%
35 di 50 triu
6%
50 di 70 triu
7%
70 di 100 triu
8%
100 triu tr ln
9%
47
4.4
Chin lc xc tin
4.4.1
48
To n tng mnh nht trong tm tr khch hng tim nng bng vic gy t m v
khi gi nhu cu.
-
Khc su hnh nh Cuboro Cugolino vo tm tr ngi tiu dng bng vic lin
tc c nhc n trong cuc sng xung quanh khch hng nh trn cc phng
tin thng tin i chng, ngoi ng, trong siu th
Kch thch v thc y cc trung gian phn phi hot ng tch cc v c hiu
qu.
4.4.3 Bn tm tt cc chin lc xc tin
Thi gian
Mc tiu
Hot ng
nh ng tm l Thit k website
phm
trong cng ng
-
To s t m, mong
Giai
on
hng
ch
- PR s kin khai trng v hi tho
tung ra sn
Xy dng hnh nh
phm trong 1
trong tm tr khch
con?
nm
hng
49
Qu 2
Nhn mnh vo tm l
ch
- PR s kin quc t thiu nhi v
khch hng
a hnh nh gn gi
hn vi khch hng
Qu 3
ch
- Khuyn mi bng qu tng
- Marketing trc tip i vi khch
hng thn thit
Qu 4
ch
thay
Cre8tive minds
Giai
on Cc
pht trin sn nm
phm
Tip
tc
ch
tip
theo
is
the
beginning
of
learnig
50
2012
2012
/2012
2012
2013
lp
website
www.cre8tivemindsvn.com
Qung co gy t m trn truyn hnh v
bo ch
Poster gy t m
Bi bo PR gy t m
Khai trng showroom
Khuyn mi gim gi nhn dp khai
trng
Qung co chnh thc trn truyn hnh
Qung co chnh thc trn bo ch
Marketing trc tip qua catalogue, th
trc tip, in thoi, website
Hi tho Bn chn ng chi cho
con?
51
52
53
a) Mc tiu
o Thng tin, gio dc khch hng v tm quan trng ca chi thng minh cho s
pht trin ca tr.
o Tng mc nhn bit ca khch hng v sn phm ca cng ty v cng c hnh nh
ca nhn hiu v s a thch i vi nhng ngi bit n sn phm ca cng ty.
o Lp c danh sch khch hng trin vng cho nhn vin bn hng.
o Mc phn ng p li l 1,5%
b) Khch hng mc tiu ca chin lc
-
Khch hng mc tiu: bao gm nhng khch hng mua gn y nht, khch hng
mua thng xuyn v mua nhiu tin nht. (bao gm khch hng l, v khch hng l t
chc)
Khch hng mua gn y c tnh l khch hng mua trong vng 6 thng
trong 3 thng
Khi bn hng bng cch khch l h cung cp thng tin ri s chuyn nhng thng
tin v sn phm mi
54
Marketing bng -catalogue hng n mi khch hng, bao gm khch hng tim
n v trin vng
Marketing bng th trc tip
-
V ni dung, ngoi nhng ni dung thng thng, nn c thm nhng thng tin
Cng ty c th thit lp tng i tip nhn vic mua hng ca khch hng v c
55
Ngoi ra cng ty c th thc hin marketing trc tip bng cch gi tin nhn gii
thiu nhng sn phm mi v thng tin n khch hng v nhng s kin, hot ng
ca cng ty
Marketing qua website
-
Ngoi nhng cch thc marketing trc tip c tc ng bao qut ton b th
Ch gi in thoi khi tht cn thit, thay v vy, khuyn khch khch hng gi ti
cng ty.
Khch hng c nhn mua s
-
i vi khch hng ny, cng ty s kt hp nhiu cch thc marketing trc tip,
Ngn sch:
D kin tng chi cho hot ng Marketing trc tip l 282.000.000VN6
4.4.5.2
6
Qung co
Tham kho thm bng d ton ngn sch Marketing trc tip
56
a) Mc tiu
-
Cuboro Cugolino.
-
Gia tng mc nhn bit thng hiu v xy dng s trung thnh nhn hiu.
Xy dng v pht trin danh ting cho thng hiu Cuboro Cugolino ca cng ty
Cre8tive Minds VN.
Thng tin v cc s kin PR ca sn phm Cuboro Cugolino.
b)
-
Bo ch
57
c) Thng ip qung co
Qu 4/2011: Playing is the beginning of learning! - Bn chn ng chi
cho con?
-
Qu 2/2012:K nim ngy l thing ling dnh cho tr em ton th gi, Cre8tive
Minds VN m ra ngy hi V tr th ti cng vin vn ho m Sen, vo ngy
1/6.Mi ph huynh vi 1 tr nh s c vo cng t do, nu nh c v u i khi
mua hng ca Cre8tive Minds VN.ng thi, ti ngy hi, cc em s c th tr
nghim sn chi th v ti m sen vi cuc thi Cuboro-Mnh ghp sng
toNo hy tham gia ngy hi cng Cre8tive Minds VN v cho con bn mt sn
chi tht l th, mt ngy quc t thiu nhi y ngha v ng nh
58
d)
-
Ngn sch:
Khuyn mi
a) Mc tiu
- ng vin khch hng s dng th sn phm ca khch hng c nhn.
- Khuyn khch khch hng mua nhiu sn phm ca khch hng c nhn.
- Tng mc mua bsan sn phm v d tr ca trung gian phn phi.
b) Phng tin khuyn mi
- i vi khch hng c nhn: gim gi hng bn, khuyn mi bng hnh thc qu
tng km, sn phm gia tng, rt thm trng thng.
- i vi khch hng t chc: chit khu, thng trn doanh s.
c) Chng trnh khuyn mi
- Cc chng trnh khuyn mi thng xuyn
o i vi khch hng thuc knh phn phi v t chc: khch hng khi mua hng vi
s lng ln ( trn 50 sn phm ) s c vn chuyn min ph. ng thi s nhn
c th khch hng v tham gia vo chng trnh tch ly im, 3 khch hng c
s im tch ly trong mt nm nhiu nht s nhn c mt chuyn i du lch
Singapore 5 ngy. a im du lch s c thay i theo tng nm.
o i vi khch hng l c nhn: nu khch hng mua hng tr gi 800 nghn tr ln
s c tng 1 th khch hng v tham gia vo chng trnh tch ly im, s im
ty thuc vo gi tr sn phm khch hng mua, c 100 000 VN s tng ng
vi s im l 10. S im tch ly c s c quy ra t l gim gi khi mua hng
nhng ln sau, c th: 10-100 im gim gi 5%, 100- 200 im gim gi 7.5% v
trn 200 im gim gi 10%.
o Cc chng trnh bc thm trng thng: khch hng khi mua hng s c tham
d cc chng trnh bc thm trng thng c t chc 6 thng/ln, mi sn phm
c km 1 phiu co rt thm trng thng, gii nht l 1 chic xe my tr gi 40
7
59
4.4.5.4
8
PR
Tham kho thm bng d ton ngn sch cho hot ng khuyn smi
60
a) Mc tiu
-
b) Cng c PR
-
o S kin khai trng cng ty cng Ban gim c cng ty, i din thng hiu gia
nh ngh s Trng Ngc nh, khch hng tim nng.
o Hi tho Bn chn ng chi cho con? Cc chuyn gia v gio dc s a
ra cc nhn nh v thc trng chi tr em ti Vit Nam ngy cng mang tnh
bo lc v thiu tnh gio dc. Sau a ra xu hng mi, nhng li khuyn v
gii p thc mc cho cha m khi la chn chi cho con mnh.Tr i cng s
tham d hot ng ring bit trong khu tr chi K nng c bn lp rp Cuboro.
Bn cnh , cc chuyn gia s hng dn cc b mt s k nng c bn lp
rp cuboro v mt s m hnh mu. Cc b s c hng dn trc tip tng
ngi mt, trong thi gian cc b chi.
-
Qu 2/2012:
Cuc thi Cuboro Mnh ghp sng to. Cc b s tham gia thi u theo nhm
tui: t 3-4 tui, 5-6 tui, 7-8 tui, tiu ch chm im da theo tnh c o v
sng to ca m hnh lp c.
Qu 3/2012:
Qu 4/2012:
61
62
Chng 5: D BO
D bo doanh s v th phn
5.1
63
Ngoi ra, xt theo chu k kinh doanh, cng ty xc nh t l % doanh thu gia cc qu
nh sau:
- Qu 1: 15% tng doanh thu c nm, do mi a sn phm vo th trng
- Qu 2 v qu 4: 30% tng doanh thu c nm, do c cc s kin quc t thiu nhi,
noel.. y nhu cu ngi tiu dng tng cao.
- Qu 3:25% tng doanh thu c nm, do khng c nhiu s kin, nhng vn c cc
nhn t thc y tiu th cao hn qu 1 nh trung thu, ngh h
Tm li, cng ty c tnh doanh thu nm th 1 nh sau:
D ton tiu th nm 2012 (n v: ngn ng)
Q.I
SL
Basic
6,5
70
Sub
4,3
80
Pop
2,1
90
Magi
c
Hit
Tng
cng
13,
140
Q.II
G
6
0
0
1
7
0
2
8
0
3
9
0
5
6
0
G
6
3,942 13,
0
,000 140
0
1
744,6 8,7
7
00
60
0
2
613,2 4,3
8
00
80
0
3
0
0
9
0
5
0
0
6
0
5,299 26,
,800 280
GT
SL
Q.III
G
6
7,884, 10,
0
000
950
0
1
1,489, 7,3
7
200
00
0
2
1,226, 3,6
8
400
50
0
3
1,6
0
9
43
0
5
0
821 6
0
10,59 24,
9,600 364
GT
SL
Tng
cng
Q.IV
G
6
6,570 13,
0
,000 140
0
1
1,241 8,7
7
,000 60
0
2
1,022 4,3
8
,000 80
0
3
640,7 2,0
9
70
07
0
5
459,7 1,0
6
60
04
0
9,933 29,
,530 291
GT
SL
GT
7,884,
000
1,489,
200
1,226,
400
782,7
30
562,2
40
11,94
4,570
37,77
7,500
5.2.2 Gi vn hng bn
Theo chin lc gi, t sut gi vn hng bn trn doanh thu thun ca cc i th cnh
tranh giao ng t 60% -65%, nhng do thng hiu sn phm cng ty cao hn so vi
64
mt bng chung v cng nh quy m ln v cng ngh tin tin trong ngnh, nn cng ty
quyt nh mc t sut 32%.
Ngoi ra, cng ty d tnh s nhp hng 1 ln/ nm, trong :
- Chi ph nhp khu: chi ph thu container + chi ph nhp khu khc = 36 triu
VN
- Chi ph vn chuyn ni a = 5 triu VN * 40 = 200 triu VN
V cc chi ph ny c phn b cho tng loi sn phm theo t l trn gi bn th trng
ca chng.
Do , d ton gi vn hng bn ca cng ty c th nh sau:
Gi vn hng bn tng sn phm
Basic
Sub
Pop
Magic
Hit
Gi xut xng
126,120 36,902 60,200 83,518 122,563
Chi ph xut khu sang Vit Nam 650
183
300
416
576
Cc khon thu (10%)
60,000 17,000 28,000 39,000 54,000
Chi ph vn chuyn ni a
3,230
915
1,500 2,066
2,861
Gi vn hng bn
190,000 55,000 90,000 125,000 180,000
D ton gi vn hng bn
Q. I
Q.II
SL
6,5
Basic
70
Sub
Pop
4,3
80
2,1
90
Magi
0
c
Hit
Tng 13,
GV
GT
HB
19
0
55
90
12
5
18
0
SL
1,24
8,30
0
240,
900
197,
100
13,
14
0
8,7
60
4,3
80
1,68
26,
Q.III
GV
GT
HB
19
0
55
90
12
5
18
0
2,49
6,60
0
481,
800
394,
200
0
0
3,37
SL
10,
95
0
73
00
36
50
16
43
82
1
24,
Q.IV
GV
GT
HB
19
0
55
90
12
5
18
0
2,08
0,50
0
401,
500
328,
500
205,
375
147,
780
3,16
SL
13,
14
0
87
60
43
80
20
07
10
04
29,
GV
GT
HB
19
0
55
90
12
5
18
0
2,49
6,60
0
481,
800
394,
200
250,
875
180,
720
3,80
Tng
sn
lng
43,800
29,200
14,600
3,650
1,825
12,026,
65
cng
14
0
6,30
0
28
0
2,60
0
36
4
3,65
5
29
1
4,19
5
750
Da trn cc chin lc xc tin bao gm Mar trc tip, PR, qung co v khuyn mi;
cng ty d tnh chi ph bn hng s chim khong 40% tng doanh thu nm u tin,
tng ng 13,3 t VN. ng thi, chi ph qun l doanh nghip v chi ph kinh
doanh khc s chim 38%, tng ng khong 12,6 t VN do chi chi ph nghin cu
v pht trin cao (chim khong 10% tng doanh thu). C th nh sau:
5.2.3.1 Chi ph Mar trc tip
Thi
gian
Qu I
Qu II
Qu III
Ni dung
Chi tit
Chi ph
Thit k (600,000/trang x 16 9,600,0
trang)
00
Chi ph catalogues
Chi ph in catalogues (700 x 16 22,400,
trang x 2000)
000
Chi ph phn mm
7,500,0
qun l
2,500,000/thng
00
4,000,0
Chi ph xy dng ban u
00
Chi ph in thoi
Chi
ph
duy
tr 30,000,
(10,000,000/thng)
000
Thit k (600,000/trang x 16 9,600,0
trang)
00
Chi ph catalogues
Chi ph in catalogues (700 x 16 22,400,
trang x 2000)
000
Chi ph phn mm
7,500,0
qun l
2,500,000/thng
00
Chi
ph
duy
tr 30,000,
Chi ph in thoi
(10,000,000/thng)
000
Thit k (600,000/trang x 16 9,600,0
Chi ph catalogues
trang)
00
Tng
cng
73,500,0
00
6950000
0
6950000
0
66
6950000
0
282,000,
000
Tng cng
Ngy
sng
pht Gi pht S
sng
ln
T2-T6
19h-20h
12
T7-CN
19h-20h
10
VTV3 T2-CN
20h-21h
10
T2-CN
16h-19h
10
T2-CN
10h-12h
10
T2-T6
19h-20h
18
HTV7
Qu
IV/2011
VCT
V8
VCT
V1
Qu
I/2012
HTV7
T7-CN
19h-20h
14
n gi 1 ln pht
Chi ph
song
360,000,
30,000,000
000
150,000,
15,000,000
000
500,000,
50,000,000
000
100,000,
10,000,000
000
220,000,
22,000,000
000
540,000,
30,000,000
000
210,000,
15,000,000
000
Tng CP tng
qu
1,330,000,000
1,570,000,000
67
VTV3 T2-CN
20h-21h
10
50,000,000
T2-CN
16h-19h
10
10,000,000
T2-CN
10h-12h
10
22,000,000
T2-T6
19h-20h
14
30,000,000
T7-CN
19h-20h
12
15,000,000
VTV3 T2-CN
20h-21h
10
50,000,000
T2-CN
16h-19h
10
10,000,000
T2-CN
10h-12h
10
22,000,000
T2-T6
19h-20h
16
30,000,000
T7-CN
19h-20h
16
15,000,000
VTV3 T2-CN
20h-21h
10
50,000,000
T2-CN
16h-19h
10
10,000,000
T2-CN
10h-12h
10
22,000,000
T2-T6
19h-20h
16
30,000,000
T7-CN
19h-20h
12
15,000,000
VTV3 T2-CN
20h-21h
10
50,000,000
T2-CN
16h-19h
10
10,000,000
T2-CN
10h-12h
10
22,000,000
VCT
V8
VCT
V1
HTV7
Qu
II/2012
VCT
V8
VCT
V1
HTV7
Qu
III/2012
VCT
V8
VCT
V1
HTV7
Qu
IV/2012
VCT
V8
VCT
V1
Tng
cng
500,000,
000
100,000,
000
220,000,
000
420,000,
000
180,000,
000
500,000,
000
100,000,
000
220,000,
000
480,000,
000
240,000,
000
500,000,
000
100,000,
000
220,000,
000
480,000,
000
180,000,
000
500,000,
000
100,000,
000
220,000,
000
1,420,000,000
1,540,000,000
1,480,000,000
7,340,000,000
68
Bo/Tp ch
Qu
IV/2011
M&B
1 trang 3
Nhi ng
1 trang 6
1
quyn 5,000
1
quyn 2,000
Catalogue
Qu
II/2012
Qu
III/2012
S
lng
Brochure
Qu
I/2012
Kch
c
1 trang 3
Nhi ng
Brochure
1 trang 6
5,000
1 trang 3
Nhi ng
1 trang 3
Tp san
Tip th&Gia 1/2
nh
trang
5,000
8
Gi/k
65,000,0
00
45,000,0
00
20,000,0
00
12,000,0
00
CP
Tng CP tng
qu
130,000,000
487,000,000
5,000
25,000,000
10,000
65,000,0
00
45,000,0
00
20,000,0
00
12,000,0
00
10,000
65,000,0
00
45,000,0
00
20,000,0
00
12,000,0
00
25,000,0
00
45,000,0
00
20,000,000
180,000,000
60,000,000
72,000,000
130,000,000
492,000,000
180,000,000
60,000,000
72,000,000
50,000,000
65,000,000
611,000,000
90,000,000
60,000,000
36,000,000
125,000,000,
000
360,000,000
564,000,000
69
Qu
IV/2012
M&B
1 trang 3
Nhi ng
1 trang 12
1 trang 3
Nhi ng
1 trang 10
20,000,0
00
12,000,0
00
65,000,0
00
45,000,0
00
20,000,0
00
12,000,0
00
60,000,000
144,000,000
130,000,000
670,000,000
360,000,000
60,000,000
120,000,000
Tng
cng
2,824,000,000
1,817,000,000
2,062,000,000
2,031,000,000
2,104,000,000
2,150,000,000
10,164,000,000
Qu
I
50,0
00
Qu
II
60,0
00
69,0
00
Qu
III
65,0
00
Qu
IV
65,0
00
182,
000
69,0
00
Tng
240,0
00
182,0
00
138,0
00
278,0
70
cc s kin showroom
c
bit Gii thng chng trnh chi th sn
tng qu
phm trong ngy khai trng
Rt thm trng thng trong ngy khai
trng
Phiu tr chi min ph cho b nhn
dp Quc t thiu nhi
Gii thng cuc thi chinh phc th
thch 1/6
Qu tng nhn dp tt trung thu
Chuyn qu nhn dp noel
Tng cng
000
2,00
0
70,0
00
00
2,000
70,00
0
150,
150,0
000
00
350,
350,0
000
00
10,0
10,00
00
0
15,0 15,00
00
0
400, 629, 75,0 331, 1,435
000 000 00
000 ,000
5.2.3.4 Chi ph PR
KHAI TRNG SHOWROOM
ST
T
KHON
MC
Tip tn
Trang tr
Dn dng
S
N
LN GI
G
(VN)
M T CHI TIT
V
T
Hoa
lng 6
120,000
720,000
Nc ung
thn
6
g
60,000
360,000
m thanh - nh sng
Bn gh
Bong bng
cho)
8,000,00
8,000,000
0
150,000 750,000
kg
100,000
ng
i
2,000,00
4,000,000
0
ng
i
5,000,00
20,000,000
0
(cng
Nhn s thc
MC chng trnh
hin
& khch mi
Chuyn gia gio dc
biu din
THNH
TIN
300,000
71
15,000,0
15,000,000
00
20
400,000
8,000,000
200,000
600,000
200,000
800,000
ng
Nhn s h V sinh
i
tr
Bo v ti a im t ng
chc
i
Sn phm mu
500,000
2,000,000
ng
i
300,000
2,400,000
Thu dng c
50,000
200,000
Workshop
Lu tr
Quay phim
Chp hnh 12x15
DV
D
tm
1
100
TNG CNG
D tr
Tng cng
5,500,00
5,500,000
0
300,000
3,000
68,930,000
6893000
75,823,000
a im
Khch sn Sheraton
bui
50,000,000 50,000,000
Chi ph in n
B presskit cho bo ch
100,000
800,000
600
10,000
6,000,000
400
20,000
8,000,000
72
500,000
260,000
V mi
300
5,000
1,500,000
Hoa
Nc ung
lng
thng
5
15
120,000
60,000
600,000
900,000
10,000,000 10,000,000
b
kg
5
1
150,000
1,000,000
750,000
1,000,000
4,000,000
8,000,000
5,000,000
15,000,000
20,000,000 20,000,000
20
400,000
8,000,000
3
4
6
4
1
100
200,000
500,000
500,000
50,000
10,000,000
3,000
600,000
2,000,000
3,000,000
200,000
10,000,000
300,000
146,910,000
14,691,000
161,601,000
Tip tn
Trang tr - Dn
m thanh - nh sng
dng
Bn gh
Vt dng trang tr
6
7
Nhn s h tr
Workshop
Lu tr
TNG CNG
D tr (10%)
Tng cng
KHON MC
M T CHI TIT VT
S
L
NG
N
GI
(VN)
THNH
TIN
73
a im
Chi ph in n
Tip tn
Nh thi u Ph
Th
B ti liu cho
khch mi
B brochure v sn
phm
Banners treo trong
hi tho
Posters dn ti nh
thi u
V mi
Nhn s
Nc ung
Ngy
25,000,
000
600
5,000
3,000,000
b
1.5x2
m2
40x60
cm2
400
10,000
4,000,000
350,000 260,000
15,000
t
ngi
Thng
300
20
50
1,500,000
5,000
300,000 6,000,000
60,000 3,000,000
1
30
50
15,000,
15,000,000
000
200,000 6,000,000
20,000 1,000,000
Trang tr - Dn m thanh - nh
sng
b
dng
Bn gh
b
Thm lt
tm
25,000,000
ngi
ngi
4,000,0
00
5,000,0
00
ngi
ngi
ngi
1
20
3
25,000,
25,000,000
000
400,000 8,000,000
300,000 900,000
ngi
30
Khi g
khi
3000
Thit k
Vn chuyn
bn
chuyn
5
4
M hnh
16,000,000
10,000,000
300,000 9,000,000
387,000,00
129,000 0
5,000,0
25,000,000
00
500,000 2,000,000
74
Lu tr
Quay phim
Chp hnh 12x15
DVD
tm
7,000,0
00
10,000
2
40
TNG CNG
D TR
Tng cng
14,000,000
400,000
562,060,00
0
56,206,000
618,266,00
0
a im
M T CHI TIT
VT
S
N GI THNH
LNG (VN)
TIN
bui
50,000,000 50,000,000
B brochure v sn phm
b
1.5x2
m2
t
b
400
10,000
3
20
1
260,000
500,000
200,000
10,000
10,000,000 10,000,000
3,000,000
24,000,000
3
3
5,000,000
5,000,000
15,000,000
15,000,000
ngi
ngi
ngi
4
50
5
3,000,000
1,000,000
700,000
12,000,000
50,000,000
3,500,000
ngi
ngi
10
8
400,000
500,000
4,000,000
4,000,000
Chi ph in n
Banners treo trong hi tho
Posters
nh sng
Nhn s h tr
4,000,000
75
Lu tr
TNG CNG
D tr
Tng cng
tm
1000
3,000
3,000,000
194,960,000
19,496,000
214,456,000
Qu 1
Qu 2
S
lng
n
gi
6,570
4380
2190
600,000 3,942,000,000
170,000 744,600,000
280,000 613,200,000
0
0
390,000 0
560,000 0
Tng cng
13,140
5,299,800,000
600,000 7,884,000,000
170,000 1,489,200,000
8760
Thnh tin
Chit khu
236,520,00
0
44,676,000
36,792,000
0
0
317,988,00
0
551,880,00
0
104,244,00
0
76
280,000 1,226,400,000
85,848,000
26,280
390,000 0
560,000 0
10,599,600,00
0
600,000 6,570,000,000
7300
3650
170,000 1,241,000,000
280,000 1,022,000,000
0
0
741,972,00
0
630,720,00
0
119,136,00
0
98,112,000
1643
821
390,000 640,770,000
560,000 459,760,000
Tng cng
24,364
9,933,530,000
600,000 7,884,000,000
170,000 1,489,200,000
280,000 1,226,400,000
Tng cng
Qu 3
8760
4380
2007
1004
390,000 782,730,000
560,000 562,240,000
11,944,570,00
Qu 4
Tng cng
29,291
0
5.2.4.2 Chit khu cho nhn vin bn hng trc tip
61,513,920
44,136,960
953,618,88
0
630,720,00
0
119,136,00
0
98,112,000
62,618,400
44,979,200
955,565,60
0
D ton thng nhn vin bn hng trc tip v nhn vin ca hng
Qu 1
26,500,000
Qu 2
47,700,000
Qu 3
24,900,000
Qu 4
29,800,000
5.2.5 D ton li l
77
Nm 1:
-
Tnh trng lm pht, nhp siu v li sut s c ci thin trong 5 nm tip theo do
cc chnh sch thu ht u t ca chnh ph, c bit l cc u i vi mt hng
chi sng to, gip pht trin trnh dn tr.
Tc tng trng doanh thu qua cc nm ln lt l: 11%, 18%, 22% v 30% so
vi nm trc .
Gi vn hng bn s gim dn, c th 2 nm u l 32% doanh thu v 3 nm cn li
l 30% doanh thu do t c tnh quy m v kinh t.
Chi ph bn hng v qun l doanh nghip s gim dn v mc n nh ca th trng
(30%; 13%) bi t c mc tiu thu ht khch hng v chi ph nghin cu v pht
trin th trng gim mnh so vi mc 10% ca nm 1, c th nh sau:
Chi ph bn hng 4 nm tip theo ln lt l: 39%, 34%, 30% v 28%
doanh thu nm
Chi ph qun l doanh nghip v chi ph khc ln lt 4 nm sau l: 31%,
23%, 16% v 12%; trong chi ph nghin cu v pht trin sn phm s
gim v mc bnh qun th trng l 2% tng doanh thu.
- Chit khu s gim dn do cng ty mun em li mc gi cnh tranh v hp l
hn cho ngi tiu dng v m rng ra cc hnh thc bn hng khc, c th chit
khu 4 nm s ln lt l: 7%, 6%, 5% v 4.5%.
- Do , li l 4 nm tip theo s nh sau:
Nm 2: L 8%
Nm 3: Li 4%
Nm 4: Li 18%
Nm 5: Li 25%
D ton li l
Ch tiu
Doanh thu bn hng
Nm 1
37,777,50
Nm 2
41,933,02
Nm 3
49,761,92
Nm 4
60,908,59
Nm 5
79,181,16
78
0,000
2,696,144,
480
12,026,75
0,000
23,054,60
5,520
13,235,78
2,000
10,164,00
0,000
1,435,000,
000
1,354,782,
000
282,000,0
00
7,555,500,
000
6,789,998,
500
3,022,200,
000
3,767,798,
500
4,526,674,
980
5,000
2,783,769,
176
13,157,26
4,500
25,991,99
1,324
16,015,29
6,220
12,298,44
0,000
1,736,350,
000
1,639,286,
220
341,220,0
00
9,293,265,
000
4,038,072,
104
2,675,248,
792
1,362,823,
313
3,354,642,
000
0,768
2,931,308,
942
14,928,57
6,230
31,902,03
5,595
17,408,62
6,991
13,368,40
4,280
1,887,412,
450
1,781,904,
121
370,906,1
40
7,464,288,
115
4,976,192,
077
3,483,334,
454
1,492,857,
623
1,019
3,104,256,
169
18,272,57
7,306
39,531,75
7,544
18,226,83
2,460
13,996,71
9,281
1,976,120,
835
1,865,653,
615
388,338,7
29
6,090,859,
102
4,263,601,
371
3,045,429,
551
1,218,171,
820
8,325
3,378,672,
415
22,962,53
8,814
52,839,95
7,096
22,236,73
5,601
17,075,99
7,523
2,410,867,
419
2,276,097,
410
473,773,2
49
5,542,681,
783
4,988,413,
604
3,404,790,
238
1,583,623,
367
2,052,928,
412
513,232,1
03
10,950,46
4,611
2,737,616,
153
20,072,12
6,108
5,018,031,
527
0
4,526,674,
980
0
3,354,642, 1,539,696, 8,212,848, 15,054,09
000
309
458
4,581
79
5.2
D bo ri ro
NGUYN NHN
GII PHP
yu t bt li.
80
lc
khn
ti m bo hng ho kp thi
81
RI RO
NGUYN NHN
GII PHP
- Cht lng sn - Do kim nh cht lng hng - C s kim tra cht ch cht
phm cha t tiu nhp khu t Trung Quc, cng lng sn phm trong qu trnh
nh qu trnh quy nh tiu chun nhp khu.
chun.
ng s dng ca sn phm.
gy hiu lm.
-Khch hng c th Sn phm l sn phm mang tnh -Nhn mnh im khc bit ca
Cuboro nhm ln cht l sn phm xp hnh, thm Cuboro so vi cc sn phm ang
vi cc sn phm vo trn th trng Vit c c mt trn th trng, qung co,
tng t trn th nhng b xp hnh ca Lego v t xux1 tin nn nu r v lm ni
trng
Trung Quc
bt c gi tr ca sn phm
82
Ri ro
Nguyn nhn
kinh doanh.
trong
vic
mun ct gim
nh my th nn c chin lc sn
cc chi ph.
th c nhng ng thi v gi c,
nu nh cc
i th thay
bc mt.
i bt thng.
khc th trng
khc
trong
tng lai, do
liu, mu m.
c im thu
nhp
trung
bnh ca Vit
Nam cha cao.
D b nh gi Xu hng ca ngi Vit Nam Nn hoch nh chng trnh khuyn
thp
nu
khuyn mi hng n chin lc gi, c khuyn mi, linh hot trong k hoch
t.
83
khuyn mi.
khch hng.
Bn cnh , cng cn thay i v
sn phm, khng nh cht lng.
Gi vng tinh thn v bnh tnh khi
a ra quyt nh gi ph hp ngay
trc khi i th tung sn phm.
i gi c ca
mnh v mc
ch ring.
84
Ri ro
Nguyn nhn
Gii php
C mt b phn chuyn v
tin
thiu hng c th xy ra do
chm tr hay mt l do no
nhp khu m bo
tng t
lng hng.
Xy dng showroom
kim sot
phi l i l
B gii hn v v tr, mt s
Ch tp trung vo thnh ph
H Ch Minh lc u
nhn, c th nh cc trung
gian h tr.
chuyn n thi.
Xy dng trang
web sao cho c
th t mua trc
tip trn .
Do khng ch c sn phm
H tr v trng by sn
Cuboro c trng by
Do cha c ch tm, ch
phn phi, ri ro kh tm
yu l mnh phi tm n
nh phn phi.
nhanh chng.
phi ca ta.
5.2.5. Ri ro trong chin lc xc tin:
Ri ro
Nguyn nhn
Gii php
85
Ri ro v chi ph
pht,
gi
ngt
Mc tc ng vi chng
khch hng cha cao
trnh
v a ra chng trnh
ph trch cc hot ng x
l ri ro trn. Ngoi ra,
86
Cc chng trnh xc tin qu, cha hiu ng cng nh hnh thc bt mt,
khng thu ht c s i tng khch hng ph hp vi th hiu ca
quan tm,ch ca cng mc tiu
ny c th thc hin c
Nguyn nhn
Gii php
87
ri.
chp
Khch hng hiu sai v Nhn vin bn hng Hun luyn v nng cao tinh
sn phm, khng hi lng cung cp thng tin thn trch nhim ca nhn
v cht lng phc v.
tin
khch hng.
khng
88
s kin
rng ri.
v i tc.
tt gy tr hon vic t
a ra cc k hoch thc
chc cc s kin.
nh h thng m thanh,
cc ri ro v s c k thut,
hoc nu xy xa cng c
st
5.2.7.
Ri ro khc:
89
Ri ro
Nguyn nhn
1. Ri ro t khch hng
Khng
bn Khch hng cha bit nhiu v
c hng do sn phm, cha hiu cng dng
khch
hng cng nh tnh nng u vit ca
khng la chn sn phm.
sn phm.
Khch hng cha thc s bit
cch la chi cho con.
Bin php
Phi hp, thc hin chin lc
marketing ph hp vi tng giai
on pht trin sn phm, c bit
l chin lc xc tin.
3. Ri ro t i th cnh tranh
Li ko, mua Nhm h thp uy tn ca cng ty,
chuc
khch lm cho ngi tiu dng hoang
hng tung tin mang v sn phm vi mc tiu
n th thit v cui cng l loi b sn phm.
sn phm hnh
nh ca cng
ty.
Sn xut cc
sn phm ging
hoc ci tin
sn phm ca
cng ty vi gi
r hn.
Thu tm cc Gy kh khn cho hot ng phn Duy tr mi quan h n nh vi
knh
phn phi sn phm ca Cre8tivemind knh phn phi, bn l km theo
phi, bn l
dn n tn kho, ng. Nhm ch hoa hng hp l.
loi b sn phm.
C b phn thng tin cp nht
thng xuyn gip khch hng
phn bit c sn phm tt v
cc tin n tht thit.
Ri ro
Bin php
4. Ri ro t nhng chnh sch ca chnh ph
Cc chnh sch ca chnh ph, Nh Thng xuyn cp nhp nhng chnh sch, yu
91
5. Ri ro t cng ng
C nhng bi vit t bo ch lin quan Xem xt ni dung nhng bi bo , pht hin
n sn phm chi ca cng ty.
xem c nhng bi bo no nh hng xu n
hnh nh ca cng ty. Nu c cn xem xt nguyn
nhn, ni dung ca bi bo c tht hay khng
c th nh chnh hoc khc phc nhng sai lm
kp thi.
To mi quan h tt p vi gii bo ch.
C nhng tin n v sn phm ca iu tra ngun gc tin n, cn c vo ni dung
cng ty.
tin n lm r vn . Tn dng li th v
cht lng sn phm chi cao cp cng nh
92
6.2 D kin li l
6.3 nh gi, kim tra
Kim tra marketing nhm pht hin nhng sai lch gia thc hin vi k hoch, xc nh
nguyn nhn gy nn sai lch; trn c s a ra cc gii php iu chnh nhm t
c mc tiu k vng. Cng ty s thc hin cc loi kim tra marketing sau: Kim tra
k hoch nm, kim tra kh nng sinh li, kim tra hiu sut, kim tra chin lc.
93
MC LC
Chng 1: Tng quan v cng ty Cre8tive Minds ............................................................ 1
1.1
1.2
2.1.1 C hi ................................................................................................................... 8
2.1.2 Thch thc ............................................................................................................ 9
2.2
2.2.1
2.2.2
94
2.2.3
2.2.4
p lc t nh cung cp ................................................................................ 13
2.2.5
a)
b)
3.1
3.1.1.
3.1.2.
a)
b)
3.2
3.2.1.
3.2.2.
3.2.3.
a)
Tnh hnh cnh tranh trn th trng v hot ng ca i th cnh tranh .... 22
b)
c)
Bn sc, tnh cch thng hiu - Playing is the beginning of Learning ... Error!
4.1.1.
95
4.1.1.1.
4.1.1.2.
4.1.1.3.
a.
Sn phm ct li .......................................................................................... 28
b.
Sn phm c th .......................................................................................... 29
c.
d.
4.1.2.
4.1.3.
4.2
Chin lc gi ....................................................................................................... 36
4.2.1
4.2.2
nh gi ........................................................................................................ 36
4.2.3
Chin lc gi .............................................................................................. 38
4.3.1.
4.3.2.
96
4.4
4.3.3.1.
Mc tiu .................................................................................................. 45
4.3.3.2.
4.4.1
4.4.2
Cc chin lc xc tin................................................................................ 48
4.4.3
4.4.4
4.4.5
5.2
D bo ri ro ......................................................................................................... 80
a.
b.
c.
d.
6.2
D kin li l ..................................................................................................... 93
97
6.3
98