1 Thc hin cc chng trnh marketing

THC HIN CC CHNG TRNH MARKETING

1. Quan h gia hoch nh chin lc v thc hin chin lc.
Thc hin chin lc l mt tin trnh chuyn cc chin lc v k hoch marketing thnh nhng hot ng marketing c th nhm hon thnh cc chng trnh marketing. Mt chin lc marketing xut sc cng s tr thnh t gi conga tyCng ty tht bi trong vic thc hin ng chin lc y. conga ty Vic thc hin chin lc bao hm s huy ng nhn lc, vt lc, ti lc ca Cng ty chuyn thnh cc hot ng hng ngy, hng tun, hng thng hu hiu a k hoch chin lc n thnh cng. Trong khi hoch nh chin lc tr li cu hi ci g v ti sao ca nhng hnh ng marketing th vic thc hin nu r ai, u, khi no v lm th no. Chin lc marketing v s thc hin chin lc c quan h mt thit vi nhau. Th nht: chin lc xc nh nhng hot ng thc hin no l cn thit Th hai: kh nng thc hin s nh hng n quyt nh ca Ban gim c. Chng hn, Ban gim c s trnh mt cuc tn cng nu nh nhn lc v ti lc thc hin chin lc ny. Vic thc hin thng rt kh khn v phc tp: nhiu nh hoch nh chin lc cho rng: a s cc trng hp chin lc marketing khng thnh cng l do chng c thc hin qu km ci. Thnh tch thp c th l kt qu t nhng chin lc d hoc t nhng chin lc hay nhng thc hin km. Thng kh m xc nh c xem thnh tch thp do chin lc ti, vic thc hin km ci hay c hai.

Mt s l do khin vic thc hin khng thnh cng.

2 Thc hin cc chng trnh marketing Vic hoch nh chin lc thc t, c tnh thp ng. K hoch chin lc Cng ty thng do cc chuyn vin hoch nh, cp Cng ty tho ra. H thng chng n cc chi tit thc hin. Cc k hoch ny thng qu phim dim hoc qu tng qut. Cc nh qun tr marketing lm vic trong thc t vi nhng cng vic hng ngy c th bt mu hoc chng i li nhng g m h xem nh nhng chin lc thiu thc t do cc chuyn vin hoch nh thp ng vch ra. Cc nh hoch nh chin lc marketing cn phi hp vi cc nh qun tr marketing mt cch cht ch. Cc nh qun tr marketing hiu bit han cnh th trng v thc t. Nu c d phn vo hoch nh h s sn lng v c th thc hin chin lc tt hn. Nhiu Cng ty hin nay ang gim s nhn vin hoch nh tp trung cp Cng ty v a vic son tho chin lc xung cp di. Cp hot ng thc t. y, cc chuyn vin hoch nh chin lc lm vic trc tip vi cc nh qun tr trc tuyn, thit k nn nhng chin lc kh thi hn. S mu thun gia cc mc tiu trc mt v lu di. Cc k hoch chin lc marketing thng bao trm cc hot ng di hn t 3 n 5 nm ti. Th nhng cc gim c marketing, nhng ngi thc hin cc chin lc y thng c thng v doanh s, s pht trin hay li nhun ngn hn. Khi phi i din vi s la chn, gia chin lc trng k v thnh tch trc mt, cc nh qun tr marketing thin v ci trc mt. H thng p ng c cc mc tiu ngn hn v nhn c nhng s nh gi cao. Nhng vic lm nh th ca h lm tn thng n chin lc trng k v v th ca Cng ty. Cn lm cho cc nh qun tr marketing hiu r hn cc mc tiu chin lc. Cn nh gi thnh tch ca h c trong ngn hn ln di hn. Nn thng thch ng cho nhng ngi t mc tiu chin lc di hn. Thi quen chng li s thay i (try , tnh bo th ca con ngi). Nhng hot ng hin hnh ca Cng ty u c tht k nhm thc hin cc chin lc vch ra trc y. Nhng chin lc mi d hay nhng khng ph hp vi khun mu v tp qun c ca Cng ty thng b chng li. Chin lc mi cng khc lit nhiu vi cc c, s chng li vic thc hin n cng ln. i vi nhng chin lc hon ton i mi vic thc hin n c th ph v cu trc b my qun tr truyn thng ca Cng ty, ph v c nhng cu trc hot ng c ca cc nh cung cp v cc n v thuc knh phn phi nn vic thc hin c th cn kh khn hn nhiu. Thiu nhng k hoch thc hin chi tit.

3 Thc hin cc chng trnh marketing Mt s k hoch chin lc c thc hin km l do cc nh lp k hoch khng trin khai c cc k hoch chi tit. Cc b phn cn phi hp cht ch vi nhau trong vic thc hin mt chng trnh ton din thc hin chin lc mi. Ni khc i, Ban gim c khng th gi nh mt cch n gin rng cc chin lc ca mnh tt nhin s c thc hin. H cn son tho mt k hoch thc hin chi tit c nh r v phi hp c hot ng chuyn bit cn thit a chin lc n thnh cng. Cn phi trin khai cc thi biu (lch trnh) t nhng mc tiu chuyn bit v phn trch nhim i vi nhng nhim v quan trng cho tng qun tr vin.

4 Thc hin cc chng trnh marketing

2. Mt vi hng dn chung v vic thc hin chin lc thnh cng Khng c mt cng thc thn diu no c th m bo hon ton cho vic thc hin tt cc chin lc marketing. Trn thc t, cu tr li c th nm trong nhng gi sau y? Cn thng bo r rng mc tiu v cc phng tin hon thnh mc tiu cho nhng ngi thc hin. Nhng ngi thc hin chin lc cn hiu r mc tiu v cc mc tiu c th thc hin nh th no. Mi nhn vin trong hng Dominos pizza t Tom Monaghan cho n nhng nhn vin nhn t hng qua in thoi, nhng ngi trong dy chuyn sn xut v nhng ti x u hiu r mc tiu ca Cng ty l: giao nhng chin bnh Pizza ngon lnh, nng hi trong vng 30 pht n tn cc nh khch hng Diminos u c hun luyn chi tit thc hin nhng cng vic ty theo nhim v ca h, gip cho vic hon thnh mc tiu c th. Cn c nhng chng trnh hnh ng c th vi nhng trch nhim r rng. Chin lc marketing cn phi c c th ha thnh cc k hoch, chng trnh hnh ng mt cch chi tit. Ai lm g, khi no, u Phi c ngi chu trch nhim v tng cng vic. Nh s trnh c s chm tr v thi v trch nhim trong thc hin chin lc. Cn m bo cho ngi thc hin c hng li ch t s thc hin cc cng vic, cc k hoch. Khi li ch ca Cng ty v li ch ca bn thn ngi thc hin l mt th s c mt s ng vin kch thch ti a ngi thc hin m bo cho chng trnh marketing thnh cng. Nhng ti x giao mn bnh Pizza ca hng Dominos lm cng vic ca h mt cch nghim tc v cng vic ny ha hn cho h vic c cp c quyn kinh tiu trong mt vi nm na. Cn hnh ng ngay, trnh b t lit v mi m phn tch. Trong cun sch i tm s tuyt ho Thomas, J, Peters v Robert H, Water Man khuyn co phi trnh b t lit v mi m phn tch h cho rng nhng ngi ch trng s hon ho s han thnh cng vic sau cng, lm gim hiu qu kinh doanh. Do c th ch cn t mc 90% ca s hon ho l t yu cu ri, th trng s gip vo vic ci tin, sa i cho hp l nht trong tin trnh thc hin.

5 Thc hin cc chng trnh marketing Cn khuyn khch pht huy sng kin, m rng thng tin lin lc gii quyt vn . Trong qu trnh thc hin chin lc cn khuyn khch mi ngi pht huy sng kin gii quyt vn . Khi c tr ngi pht sinh, nn a vn ra ngay lp tc v yu cu s gip ca tp th, ng gi vn gii quyt mt mnh. Cn t lch trnh cng tc mt cch c th, chnh xc. Nu r thi hn cui cng cng vic phi hon thnh. thc hin cng vic thnh cng, nhng ngi thc hin phi hiu rt r phn cng vic m h m nhim, thi hn cui cng hon tt cng vic . Lch trnh t nht phi c 3 ct: (1) cng vic; (2) ngi thc hin cng vic ; (3) Ngy phi hon thnh.

6 Thc hin cc chng trnh marketing 3. Tin trnh thc hin chin lc Marketing. Tt c mi ngi hot ng tt c cc cp ca h thng marketing u phi phi hp vi nhau mt cch ng b thc hin chin lc marketing thnh cng. Bn trong b phn marketing cc nhn s lo v qung co, bn hng, u nghin marketing v trin khai sn phm mi u phi thc hin cc hot ng h tr cho k hoch chin lc. Cc nhn vin marketing ny phi phi hp cng vic ca mnh vi cc nhn vin ca cc phng ban khc trong Cng ty nh nghin cu v pht trin (R&D), sn xut, thu mua, ti chnh.v..vNhiu nhn s v t chc thuc h thng marketing bn ngai Cng ty cng phi gp phn cho vic thc hin chin lc. Cc nh cung cp, cc nh bn s, cc nh bn l ca Cng ty, cc c s qung co, cc cng ty nghin cu marketing, cc nh t vn bn ngoi, cc gii truyn thng, ti chnh ngn hng v tt c u c th h tr hay gy tr ngi cho vic thc hin chin lc marketing ca Cng ty. Cng ty phi trin cu trc v h thng mt cch c hiu qu phi hp, tt c cc hot ng ny li vi nhau thnh mt phng n hnh ng thnh cng. Theo hng Mc Kinsey mt Cng ty t vn hng u mt chin lc r rng v chu o ch l mt trong 7 yu t dn n thnh cng. Cu trc (Structure), Chin lc (Strategy), H thng (System), K nng (Skills), Nhn s (Staff), Phong cch (Style), Cc gi tr (Shared value) Ba yu t u: chin lc (Strategy), cu trc v h thng l phn cng ca s thnh cng. Bn yu t k tip: k nng nhn s, phong cch l cc gi tr c cng nhn l phn mm. Chng c mi lin h mt thit tng tc vi nhau to nn s thnh cng. Vy th, mt Cng ty mun thnh cng th trc ht phi thit k mt chin lc hay, nng ng t c cc mc tiu ca mnh. Th ri, Cng ty phi thit lp c mt cu trc t chc hp l vi cc h thng thng tin, hoch nh, iu hnh v tng thng tt thc hin chin lc ny. Cc nh t vn ca hng McKinsey cho rng trong nhng thp nin gn y, gii qun tr qu thin v cc yu t phn tch cng nhc v xa ri vi nhng yu t quan trng lin quan n con ngi. Sc mnh ca Cng ty vt qu chuyn chin lc, cu trc v h thng. S thnh cng ca Cng ty cn ty thuc vo vic c c nhng con ngi ng (nhn s) lm vic ng (k nng) trong mt bu khng kh t chc v qun tr tt (phong cch v cc gi tr c tha nhn). Tin trnh thc hin chin lc marketing trnh by trong hnh 14-1.

Trin khai cc chng trnh hnh ng

7 Thc hin cc chng trnh marketing trin khai v thc hin thnh cng chin lc Marketing Cng ty phi xy dng mt chng trnh hnh ng chi tit. Chng trnh ny nh r nhng quyt nh v phn vic ct yu cn thit chuyn cc chin lc marketing thnh cc hot ng thc t ni tng thng. Chng trnh hnh ng cng phn cng trch nhim quyt nh v cc cng vic c th cho cc n v v tng nhn vin ca Cng ty. Cui cng, chng trnh hnh ng cn bao gm mt thi gian biu trnh by khi no th phi a ra cc quyt nh khi no th phi thc hin cc cng vic v khi no th cc im mc chin lc phi hon thnh. Ai s lm iu v cc quyt nh cng nh cc hnh ng s c phi hp ra sao t c cc mc tiu chin lc ca Cng ty.

H 14-1. Tin trnh thc hin chin lc marketing Xy dng mt cu trc t chc hiu qu Cu trc ca Cng ty ng vai tr quan trng trong vic thc hin chin lc Marketing, N xc nh v phn chia nhim v cho tng b phn, tng nhn vin, thit lp nhng tuyn thm quyn v lin lc, ng thi phi hp cc quyt nh cng nh cc cng vic phi lm trong ton Cng ty. Cc Cng ty vi nhng chin lc khac nhau th cn cac cu trc khc nhau. Cc cng ty nh ang trin khai nhng sn phm mi trong mt ngnh c s thay i nhanh chng cn phi c mt cu trc t chc uyn chuyn nhm khuyn khch cc hnh vi nng ng, to bo. Cc cu trc t chc thng c khuynh hng n gin v cht ch, uyn chuyn v linh hot. Hng Johnson &Johnson cho chng ta mt v d tuyt ho v tnh n gin ca cu trc. Cng ty c doanh s 5t la ny c chia thnh 150 b phn c lp. Mi b phn x l nhng quyt nh v hot ng marketing ca ring mnh. Cu trc ny t quyn kim sot

8 Thc hin cc chng trnh marketing trong tay cc nh qun tr iu hnh thc t v m bo vic trin khai v thc hin chin lc t hiu qu cao. Thit k cc h thng quyt nh v tng thng Cng ty cng cn phi thit k cc h thng quyt v tng thng h tr cho vic thc hin cc chin lc marketing ca Cng ty. Cc h thng thit k km ci c th gy tc hi cho vic thc hin chin lc. Cc h thng c thit k tt s to iu kin thc hin chin lc thnh cng. Nu h thng tng thng cho cc nh qun tr v nhng kt qu hot ng ngn hn th cc nh qun tr t ch n cc mc tiu lu di. Nhiu Cng ty ang thit k nhng h thng tng thng khuyn khch cc nh qun tr ch trng n s cn bng hp l gia nhng kt qu hot ng ngn hn v thnh tch chin lc lu di. Pht trin ngun lc con ngi Cc chin lc Marketing c thc hin bi con ngi, s thc hin thnh cng chin lc i hi phi hoch nh cn thn ti nguyn nhn s. tt c cc cp, Cng ty u phi b dng vo cu trc v cc h thng ca mnh nhng con ngi c k nng, ng c v c tnh cn thit cho vic thc hin chin lc ca Cng ty. Nhng chin lc khc nhau i hi phi c cc nh qun tr khc nhau vi nhng c tnh v k nng khc nhau. Nhng chin lc mo him linh hot, nhy bn v nng ng. Cc chin lc duy tr i hi phi c cc nh qun tr c cc k nng v t chc v qun tr gii. Cc chin lc phng ng thng i hi cc nh qun tr phi c k nng v ct gim chi ph. Thit lp bu khng kh qun tr tt v nn vn ha ca Cng ty Bu khng kh qun tr v phong cch lnh o ca Cng ty c nh hng ln n vic thc hin chin lc marketing. Bu khng kh qun tr bao hm cc phng cch m cc nh qun tr ca Cng ty hp tc vi nhng ngi khc trong Cng ty. Mt s nh qun tr c tnh c on chuyn quyn. H thch ra lnh, bt cp di phi tun theo, ch trng n hnh pht. Mt s nh qun tr khc c tnh ha ng, khuyn khch s tham gia. H thch cng tc hn l ra lnh, khuyn khch cc cng s pht huy sng kin. Khng c phong cch qun tr no ph hp v tt nht cho tt c mi tnh hung, cc chin lc khc nhau cn n nhng phong cch lnh o khc nhau. Phong cch tt nht lun lun thay i ty theo cu trc, nhim v, con ngi v hon cnh c th. Nn vn ha c Cng ty, l mt h thng nhng gi tr v nim tin m mi ngi trong mt t chc cng chia s. Nn vn ha ch o cch x th ca con ngi trong tt c cc cp ca Cng ty. Nn vn ha cng mnh v cng hng v thng trng th cn n

9 Thc hin cc chng trnh marketing nhng cm nang v ng li hoc nhng th tc v quy tc chi tit. Tt c v thanh danh, uy tn ca Cng ty. H khuyn khch sc canh tn v hp tc. Cc Cng ty thng hay thit k chin lc ph hp vi phong cch qun tr v nn vn ha ca Cng ty mnh hn l thay i chng cho ph hp vi chin lc mi. Tm li, thc hin chin lc Marketing thnh cng, cc hot ng ca h thng thc hin u phi nht qun v phi hp mt thit vi nhau. Nhn s trong Cng ty phi c k nng cn thit ra quyt nh v han thnh cc nhim v quan trng trong tin trnh thc hin chin lc. H thng kch thch ng vin phi khuyn khch c nhn s thc hin thnh cng chin lc marketing. Nhn s cng phi lm vic c hiu qu hn nu h ng nht vi phong cch qun tr v nn vn ha ca Cng ty.

4. T chc b phn Marketing Cc b phn marketing hin i c t chc theo nhiu cch khc nhau: theo chc nng, theo khu vc a l, theo sn phm, theo th trng v theo sn phm th trng. T chc theo chc nng

10 Thc hin cc chng trnh marketing y l hnh thc ph bin nht. C cu bao gm cc qun tr vin marketing ph trch phn vic chuyn mn ha di s lnh o trc tip ca Ph tng gim c marketing. Cng c th thm qun tr vin dch v khch hng, qun tr vin vn ti hng ho. u im ca hnh thc t chc ny l s chuyn mn ha theo chc nng v tnh n gin v hnh chnh ca n. Khi s lng sn phm nhiu v th trng ca Cng ty m rng th c cu ny tr nn km hiu qu. T chc theo khu vc a l Cc Cng ty hot ng trong th trng c nc thng t chc lc lng bn hng theo khu vc a l. T chc theo khu vc a l cho php thng nht ch o v phi hp cc hot ng mi v. Khong cch kim sot ph thuc vo trnh , nng lc cc qun tr vin v trnh trang thit b hin i cho cc hot ng qun tr. T chc theo sn phm Cc Cng ty sn xut kinh doanh nhiu sn phm hay nhiu nhn hiu thng thit lp m hnh theo sn phm theo nhn hiu. C cu t chc theo sn phm ln u tin xut hin nm 1927 ti Cng ty Procter & Gamble. Mt loi x bng mi ca hng Camay, ang trin khai khng c thnh cng lm. Neil H. McEnroy (sau ny l ch tch ca P & G) c phn cng dnh ton tm, ton lc vo vic pht trin v c ng cho sn phm ny. Anh thc hin thnh cng v Cng ty sau ny tng cng thm cc qun tr vin sn phm khc na. Vai tr ca cc qun tr vin sn phm l trin khai cc k hoch sn phm, xem xt vic thc hin chng, d bo cc kt qu v iu chnh Qun tr vin sn phm trin khai chin lc cnh tranh cho sn phm, son tho k hoch marketing, tin on mc tiu th, cng tc vi cc c s qung co trin khai cc chin lc qung co, khch l lc lng bn hng v cc nh phn phi ng h sn phm, phn tch thnh tch ca sn phm v xut nhng s ci tin sn phm p ng nhng nhu cu ang thay i ca th trng. Cch t chc theo sn phm c nhiu u im. - Th nht, qun tr vin sn phm iu hp c cc thnh vin ca Marketing mix cho sn phm. - Th hai, qun tr vin sn phm c th phn ng nhanh chng hn trc nhng ch tc ni thng trng. - Th ba, cc nhn hiu nh t b l l v c ting ni thng xuyn bnh vc cho sn phm.

11 Thc hin cc chng trnh marketing - Th t, vic qun tr theo sn phm l mt mnh t tuyt ho hun luyn cho cc nh iu hnh tr, v n da vo cc lnh vc hot ng ca Cng ty. T chc theo th trng Nhiu Cng ty bn sn phm ca h cho nhiu th trng khc nhau. Ni no khch mua hng hp thnh tng nhm c hnh vi mua hng hoc th hiu sn phm ging nhau th mt t chc qun tr theo th trng l cn thit. Theo cch t chc ny, mt gim c th trng git st nhiu qun tr vin th trng. Cc qun tr vin th trng c nhim v trin khai cc k hoch trng k v hng nm v doanh s v li nhun trong th trng ca h. T chc theo sn phm/ th trng Cc Cng ty ang sn xut nhiu sn phm tung ra th trng thng gp phi mt tnh trng nan gii. H c th s dng mt h thng qun tr theo sn phm vn i hi cc qun tr vin sn phm phi thng tho vi nhng th trng th trng khc bit rt xa. Hoc h c th s dng mt h thng qun tr theo th trng i hi cc sn phm rt khc bit nhau th trng . Hoc c th kt hp c hai li thnh mt t chc ma trn.