LI M U Ngy nay, tt c cc cng ty lun phi hot ng trong mi trng cnh tranh khc lit v cc i th cnh tranh lin

tc thay i chnh sch nhm thu ht khch hng v pha mnh. Mi mt loi hng ho, ngi tiu dng ni chung ng trc rt nhiu s la chn khc nhau v chng loi v nhn hiu hng ho. ng thi nhu cu ca khch hng cng ngy cng phong ph a dng. Do khch hng c quyn la chn nhng hng ha c sc hp dn nht nhm tho mn ti a nhu cu v li ch ca mnh. ng trc mi trng cnh tranh gay gt nh vy, cc cng ty phi lm g tn ti v chin thng. Cc cng ty thnh cng khng th lm vic theo cm hng v th trc nhu cu ca khch hng cng nh i th cnh tranh, m h xem marketing l mt trit l ton cng ty ch khng ch l chc nng ring bit. Tt c cc nhn vin ca h u hng theo khch hng v p ng tt nht nhu cu ca h. Tuy vy mun thu ht c khch hng th cn phi c chin lc nh v nhm to ra s khc bit hn hn so vi i th cnh tranh. ng thi phi lun theo di tng c ng ca i th cnh tranh c nhng phn ng kp thi. V vy cc cng ty cn nh r nhng im mnh, im yu ca mnh nhm nh v v khc bit ho to li th cnh tranh, song song vi vic tm ra nhng im yu, nhng k h ca i th cnh tranh tn cng v n trnh. Apple cng khng nm ngoi nhng chin lc trn T mt cng ty sng lp bi hai ngi: Mt l Steve Jobs ngi rt mun kinh doanh trong lnh vc in t v Steve Wozniak mt k s in t, sau gn 35 nm Apple tr thnh cng ty ln trn th gii v lt vo tp 5 cng ty c gi tr vn ha cao nht trn th trng chng khon M, gi c phiu ca Apple ng ca mc 321,01USD/c phiu (ngy 09/12/2010) a gi tr vn ha ca cng ty ny ln mc 294,46 t USD xp th 2 sau tp on Exxon Mobil vt qua c tp on Microsoft. Thnh cng vang di c mt khng hai trong lch s ny chnh l nh s lnh o sng sut ca ban lnh o Cng ty ng u l Steve Jobs v hot ng sng to, nhit tnh ca mt i ng cc nh lp trnh v qun l cn rt tr. Trc s thnh cng khng th no ph nhn c ca Apple th vic nghin cu tm ra nhng nguyn nhn dn n thnh cng trn rt c ngha i vi cc nh qun tr, nht l cc nh qun tr Vit Nam, khi chng ta ang chun b bc vo qu trnh hi nhp ton cu ha vi nn kinh t th gii, ang ng trc kh nng cnh tranh gay gt ca nn kinh t th trng nng ng v khc lit ny. Vi mong mun tm hiu su hn v chin lc cnh tranh v vn dng l thuyt vo thc tin ca cng ty Apple, ti tiu lun ny hng vo: Chin lc khc bit ha sn phm ca cng ty Apple. i

Mc d c rt nhiu quan im cng nh cch nhn nhn v cc nguyn nhn dn n thnh cng ca Apple nhng do kh nng hn ch nn trong ti ny ch xin cp n mt s vn ch yu xoay quanh ba ni dung: L lun chung v chin lc khc bit ha sn phm trong kinh doanh; lch s hnh thnh v pht trin ca Apple; phn tch v nhn xt chin lc khc bit ha sn phm ca Apple.

MC LC ii

Chng I: MT S LUN CHUNG V CHIN LC KHC BIT HA SN PHM TRONG KINH DOANH........3 1. Chin lt khc bit ha sn phm trong cnh tranh..3 1.1 Th no l chin lc khc bit ho sn phm..3 1.2 Xy dng chin lc khc bit ho sn phm trong cnh tranh..3 2. Cc yu t nh hng n kh nng cnh tranh ca cng ty Apple..5 2.1 Yu t bn trong...5 2.2 Yu t bn ngoi...5 Chng II: LCH S HNH THNH V PHT TRIN CA APPLE.....6 1. Bc u thnh lp....6 2. Nhng bc pht trin...........6 Chng III: NHNG CHIN LC KHC BIT HA SN PHM CA APPLE.....9 1. Chin lc khc bit ha thng qua Marketing nhm cnh tranh trn th trng ca cng ty Apple....9 1.1 Phn on th trng....9 1.2 La chn th trng mc tiu...9 1.3 Chin lc nh v.....9 1.4 Khc bit ha sn phm.12 2. Thc trng ca vic s dng bin s Marketing- mix15 2.1 Chnh sch sn phm..15 2.2 Chnh sch gi.....15 TI LIU THAM KHO.....16 CHNG I: MT S L LUN CHUNG V CHIN LC KHC BIT HA SN PHM TRONG KINH DOANH

iii

1. Chin lc khc bit ho sn phm trong cnh tranh. 1.1 Th no l chin lc khc bit ho sn phm. Chin lc khc bit ho sn phm hay chin lc nh v sn phm v dch v l chin lc lm khc bit cc sn phm v dch v ca cng ty so vi i th cnh tranh, to ra im c o ring lm sao n chim c mt ch c bit v c gi tr trong tm tr ca khch hng. Khc bit ho sn phm nu t c, s l chin lc to kh nng cho cng ty thu c t l li nhun cao hn mc bnh qun, bi v n to nn mt v tr chc chn cho hng trong vic i ph vi cc lc lng cnh tranh, d theo mt cch khc so vi chin lc nhn mnh chi ph. Khc bit ho to ra s cch bit i vi nhng i th cnh tranh v c nim tin ca khch hng vo nhn hiu sn phm, iu ny s dn n kh nng t bin ng hn ca gi c. 1.2 Xy dng chin lc khc bit ho sn phm trong cnh tranh. Sau khi xc nh c i th cnh tranh v chin lc tin cng. Cng ty cn xy dng chin lc nh v nhm xy dng hnh nh khc bit ca sn phm so vi i th cnh tranh khc. Mi c im khc bit u c kh nng gy ra chi ph cho cng ty cng nh to ra li ch cho khch hng. v vy cng ty phi la chn mt cch cn thn trong cch to ra c im khc bit. Ch nn to ra im khc bit khi n tho mn cc tiu chun sau: - Quan trng : im khc bit em li li ch c gi tr ln cho mt s ng ngi mua. - c bit: im khc bit cha c ai to ra hay cha c cng ty to ra mt cch c bit. - D truyn t: im khc bit d truyn t v p vo mt ngi mua. - i trc: im khc bit khng d dng b cc i th cnh tranh sao chp. - Va ti tin: ngi mua c th c tin tr cho im khc bit . - C li: Cng ty thy rng to im khc bit l c li. Nh vy vic to ra c im khc bit l vic thit k mt lot cc im c ngha phn bit sn phm ca cng ty vi sn phm ca i th cnh tranh. 1.2.1. La chn v s dng cng c to im khc bit c sc cnh tranh. 1.2.1.1 La chn cc cng c to im khc bit c sc cnh tranh. Mt th trng y nhng i th cnh tranh, cng ty thng li l cng ty bit la chn cng c cnh tranh c hiu qu. Mi mt cng ty s c ngun ti nguyn iv

v nhng im mnh v yu khc nhau. Do vy la chn cng c cnh tranh c hiu qu phi cn nhc gia im mnh ca cng ty mnh vi i th cnh tranh. Cn to s khc bit trn cc phng din sau: khc bit cho sn phm; dch v; nhn s; in nh; ngoi ra gi c cng l mt cng c cnh tranh quan trng ca nhiu cng ty. 1.2.1.2 Chu k s dng cng c cnh tranh. Trong bt k tuyn th trng hay sn phm no, cng c cnh tranh thch hp s thay i theo thi gian. Tu theo tng hon cnh c th ca mi cng ty m chu k s dng cng c cnh tranh c nhng khc bit. 1.2.2. Cn khuch trng bao nhiu im khc nhau. Mi nhn hiu cn tm ly mt thuc tnh ri cho bn nh l nhn hiu s mt v thuc tnh . Ngi mua c xu hng nh thng ip s mt nht l trong x hi trn ngp thnh tin ngy nay. V tr s mt ny thng l cht lng tt nht, gi phi chng nht, Dch v tt nht. cng ngh tin tin nht Nu mt cng ty tch cc gii quyt cho c nhng v tr ny ri kin tr tuyn truyn v n th chc chn s c ni ting nht v c khch hng nh n v c im . Mc d vy khi cc cng ty tng s c im khc bit v nhn hiu ca mnh th h c nguy c lm cho ngi ta mt lng tin tng v vic nh v khng r rng. Do vy cng ty cn phi trnh 4 sai lm sau: nh v qu thp; nh v qu cao; nh v khng r rng; nh v ng ng. iu kin thun li khi nh v l n cho php cng ty gii quyt c vn Marketing mix bao gm sn phm, gi c, phn phi, xc tin khuch trng l ct li ca vic hoch nh nhng chi tit chin thut ca chin lc nh v. 1.2.3. Cn khuch trng nhng im khc bit no. Khi la chn cc im khc bit khuch trng chng ta cn phi cn nhc cc yu t v th ca cng ty, cng ty c nng lc v im mnh trong vic khng nh c im no, v th ca i th cnh tranh, nhng c im ca cng ty hin ang ng u v cc i th cnh tranh ang ng u, tm quan trng ca vic thay i v th ca tng c im. 1.2.4. Truyn b v tr ca cng ty. Cng ty cn phi xy dng mt chin lc truyn b mt cch c hiu qu. Gi s mt cng ty chn chin lc nh v Cht lng tt nht cht lng c xc nhn bng cch la chn nhng du hiu hu hnh no m ngi ta thng cn v

c vo xem xt cht lng. Cht lng cng c truyn b thng qua yu t marketing. 2. Cc yu t nh hng n kh nng cnh tranh ca Cng ty Apple. 2.1 Cc yu t bn trong. Mt l, nhn s ca cng ty. Con ngi l yu t v cng quan trng chi phi tt c cc hot ng ca cng ty. N cng l yu t nh hng rt ln n kh nng cnh tranh ca cng ty. Hin nay Cng ty Apple c khong 46600 nhn vin chnh thc v 2800 nhn vin thi v trn ton th gii. Vi i ng nhn vin trn, cng ty c mt ngun lc mnh v c mt b dy kinh nghim trong cng tc qun l kinh doanh. Tt c nhn vin u gn b vi cng ty, nng ng v nhit tnh trong cng tc, am hiu v tnh hnh th trng v lun coi trng vic gy dng v gi gn hnh nh, uy tn ca cng ty. Hai l, ngun cung ng hng. Mt ngun hng n nh v s lng, chng loi gi c s c tc ng tt n chin lc gi c cng nh sn phm. Cng ty Apple l mt cng ty sn xut rt nhiu sn phm cng ngh nn ngun hng tng i di do, tuy nhin c nhng lc theo chin lc m cng ty phi km ngun hng to ra cc cn st hng. Ngun hng ca Apple c phn phi trn ton th gii nn mc ph bin v cnh tranh ngy cng c nng cao. Ba l, tim lc ti chnh ca cng ty. Nu kh nng ti chnh ca cng ty khng mnh th khng th thit k c cc chng trnh qung co, khuch trng cng nh khuyn mi v trong chnh sch gi c cng kh lng m rng thi hn thanh ton cho khch hng. Do vy tim lc ti chnh l nhn t quan trng. Hin nay Apple ang nm gi mt s vn ha ln ti 294,46 t USD. y l mt li th tuyt i ca Apple so vi cc i th cnh tranh trong th trng thng mi sn xut hng cng ngh in t. Bn l, b my qun l lnh o ca cng ty. B my lnh o ca Apple c tc ng tng i ln n kh nng cnh tranh ca chnh h. Thng qua vic gim st, qun l nhn vin cng nh cung cch i ng, khuyn khch v tc ng n thi lm vic ca nhn vin. ng u Apple hin nay l CEO Steve Jobs, vi ti qun l tuyt vi ca mnh ng vc dy Apple trc nguy c ph sn vo nhng nm 1985- 1995 v tip tc a Apple bc ln v th s mt trong th trng in thoi, my tnh, my nghe nhc, phn mn, th gii. 2.2 Cc yu t bn ngoi. vi

 Mt l, cc i th cnh tranh hin c v tim n. i th cnh tranh hin c v tim n nh hng n mc cnh tranh ca cng ty. Nu s lng hng cnh tranh cng ln th mc cnh tranh cng cao. Th trng in t tiu dng, phn mm my tnh, v my tnh c nhn c rt nhiu i th cnh tranh nh: IBM, MICROSOFT, HP, DELL,... Tt c nhng i th cnh tranh ca Apple u l nhng tp on xuyn quc gia nn mc cnh tranh l rt ln i hi cng ty phi mt rt nhiu n lc thu ht khch hng cng nh vic a ra cc sn phm mi. Ngoi ra s cc cng ty tim n c kh nng tham gia vo ngnh cng tc ng n mc cnh tranh trong tng lai ca Apple, v cc i th cnh tranh ny s tc ng n kh nng cnh tranh mi vi mun chim lnh th trng in t ca Apple. Hai l, thu nhp ca ngi tiu dng. Thu nhp ca ngi tiu dng l nhn t nh hng quyt nh n nhu cu c s dng sn phm cng ngh hay khng. Apple cng tnh ton n vn ny nn sn phm ca Apple khng qu t (so vi nhiu thng hiu khc) m ph hp vi nhiu khch hng trn ton th gii, iu ny th hin qua doanh thu ca cng ty trong nm 2009. Li nhun rng ca cng ty t 3,07 t USD tnh ti cui thng 3, tng gn gp i so vi cng k nm 2008 (1,62 t USD). Doanh thu t 13,5 t USD, tng 49% so vi cng k nm ngoi v vt qu con s cc nh phn tch d on (12,03 t USD). Bn l, Th hiu ca ngi tiu dng Ngy nay con ngi ngy cng c xu hng cng ngh ha tt c cc thit b in t t chic my nghe nhc n in thoi di ng tch hp nhiu tnh nng v hn na l my vi tnh c nhn, do nhu cu c xu hng tng ln mt cch nhanh chng v thun tin. y chnh l c hi m rng th trng quc t ca Apple. CHNG II: LCH S HNH THNH V PHT TRIN CA APPLE 1. Bc u thnh lp. Apple l mt cng ty sn xut hng in t ln trn th gii, c thnh lp ngy 11/04/1976 bi Steve Jobs v Steve Wozniak (bn cnh cn c Ronald Wayene) ti Cupertino, California, Hoa K. C hai nh sang lp cng c chung nim am m i vi my tnh v vic kinh doanh chng. vii

2. Nhng bc pht trin. Trong sut hn 35 nm qua, cng ty Apple tng trng khng ngng vi mt tc ng kinh ngc, lun nhn c s ch cng nh ngng m ca cng chng. Rt nhiu CEO trn th gii xem Steve Jobs nh mt tm gng sng noi theo. Lch s hnh thnh v pht trin ca Apple lun gn vi nhng bc ngot mang tnh t ph trong vic to ra cc sn phm cng ngh in t th h mi. Nhng nm u: 1976-1980 Apple I c thnh lp ngy 1 thng 4, 1976 bi Steve Jobs, Steve Wozniak, v Ronald Wayne, bn cc b Apple ti my tnh c nhn. Apple II c thnh lp 04 Thng Mt, 1977. n cui nhng nm 1970, Apple c mt i ng nhn vin thit k my tnh v mt dng sn xut. Cng ty gii thiu Apple III thng 5 nm 1980 trong mt n lc cnh tranh vi IBM v Microsoft trong th trng my tnh kinh doanh v doanh nghip. Khi Apple ra cng chng, n to ra vn nhiu hn bt k IPO k t khi Ford Motor Company vo nm 1956 v ngay lp tc to ra nhiu triu ph (khong 300) hn bt k cng ty trong lch s. Lisa v Macintosh: 1981-1985 Steve Jobs bt u lm vic trn Apple Lisa vo nm 1978 nhng nm 1982 ng c y t nhm Lisa sang tip nhn d n Jef Raskin, h thp chi ph ca my tnh Macintosh. Lisa tr thnh my tnh c nhn u tin bn ra cng chng vi mt GUI, nhng l mt tht bi thng mi do gi cao v cc phn mm hn ch. Nm 1984, Apple tip theo ra mt my tnh Macintosh thng qua mt chng trnh. N c o din bi Ridley Scott, pht sng trong qu th ba ca Super Bowl XVIII vo 22 thng 1 nm 1984, v c xem l mt s kin bc ngot cho s thnh cng ca Apple v l mt "kit tc". Rise v ma thu: 1986-1993 C mt s bi hc kinh nghim au n sau khi gii thiu Macintosh Portable cng knh vo nm 1989, Apple gii thiu PowerBook nm 1991, trong thnh lp cc yu t hnh thc hin i v b tr tin dng ca my tnh xch tay. Trong thi gian ny Apple th nghim vi mt s sn phm tiu dng khc khng c mc tiu bao gm my nh k thut s, my nghe a CD cm tay m thanh, loa, video bn giao tip, v cc thit b truyn hnh. Cui cng, tt c iu ny chng t qu t, qu mun cho Apple nh th phn ca h v gi c phiu tip tc trt di trn th trng chng khon. viii

N lc ti ti to: 1994-1997 Cc Newton l bc t ph u tin ca Apple vo th trng PDA. Mc d l mt tht bi ti chnh ti thi im pht hnh, n vn gip m ng cho cc th im Palm v iPhone ca Apple v iPad trong tng lai. Nm 1994, Apple lin minh vi IBM v Motorola trong lin minh AIM. Mc ch l to ra mt nn tng my tnh mi (PowerPC tham kho Platform), m s s dng phn cng ca IBM v Motorola cng vi phn mm ca Apple. Cc lin minh Yahoo hy vng rng PReP hiu sut v phn mm ca Apple s ri khi my tnh xa pha sau, do chng Microsoft. Cng nm , Apple gii thiu Power Macintosh u tin ca nhiu my tnh Apple s dng b vi x l PowerPC ca IBM. Ngy 10 thng 11 nm 1997, Apple gii thiu Store ca Apple, gn lin vi mt chin lc sn xut mi xy dng theo n t hng. Tr v li nhun: 1998-2005 Ngy 15 thng 08 nm 1998, Apple gii thiu mt sn phm mi tt c trong mt gi nh ca my tnh Macintosh 128K: iMac. Mac OS X, da trn OPENSTEP ca NeXT v BSD Unix c pht hnh vo ngy 24 thng ba nm 2001, sau nhiu nm pht trin v bc u to c v th ca mnh trong th trng. S chuyn tip ca Intel : 2005-2007 MacBook Pro (15.4 "widescreen) l my tnh xch tay u tin ca Apple vi mt b vi x l Intel. N c cng b vo thng Ging nm 2006 v l nhm vo cc th trng chuyn nghip. Apple cng gii thiu Boot Camp gip ngi dng ci t Windows XP hoc Windows Vista trn Intel Mac ca h cng vi Mac OS X. Mc d th phn ca Apple trn my tnh pht trin, n vn cn xa so vi i th cnh tranh bng cch s dng Microsoft Windows, ch c khong 8% s my tnh bn v my tnh xch tay ti M. in thoi di ng in t tiu dng thi i: 2007-hin nay Ti hi ch trin lm Macworld ngy 09 Thng 1 nm 2007, Jobs thng bo rng Apple Computer s c bit n nh Apple Inc, do thc t rng cc my tnh khng cn l trng tm duy nht ca cng ty. S thay i ny phn nh s thay i ca cng ty nhn mnh n cc thit b di ng in t t my tnh c nhn. S kin ny cng chng kin s cng b ca iPhone v Apple TV. Vo thng by nm sau, Apple ra mt App Store bn ng dng cho iPhone v iPod Touch. Sau nhiu nm u c v nhiu tin n "r r" Apple cng b mt mn hnh ln, ging nh tablet phng tin truyn thng thit b c gi l iPad ngy 27 thng ging nm 2010. Trong thng 6 nm 2010, Apple tung ra iPhone th h th t. Vo thng chn nm 2010, Apple lm mi dng iPod ca mnh v my nghe nhc MP3, gii thiu ix

mt a cm ng iPod Nano, iPod Touch vi FaceTime, v iPod Shuffle vi cc nt. Ngoi ra Apple cp nht MacBook my tnh xch tay ca h, b phn mm iLife ca cc ng dng, v ra mt Mac OS X Lion, phin bn mi nht Mac ca mnh OS X h iu hnh.

CHNG III: CHIN LC KHC BIT HA SN PHM CA APPLE 1. Chin lc khc bit ha thng qua Marketing nhm cnh tranh trn th trng ca cng ty Apple. Vi nhng hot ng chin lc marketing trong cng ty Apple, ta cn xt n cc hot ng phn on th trng, la chn th trng mc tiu v nh v sn phm trn th trng. Tuy nhin ta s xt cc chin lc khc bit ha sn phm ca Apple mt cch c th hn so vi hai chin lc kia. 1.1. Vic phn on th trng. Vi qu trnh pht trin hn 35 nm ca mnh Apple rt coi trng vic xc nh th trng mc tiu ca mnh , trong qu trnh phn on th trng rt c ch trng. l mt cng vic rt cn thit bi v phn on th trng, chng ta mi to ra c khc th trng mc tiu ca mnh v tin hnh tm hiu cc c trng ca on th trng . Cn c vo cc c trng va tm ra c cc quyt nh v cng c v phng thc marketing thch hp tc ng ln th trng , kch thch h s dng sn phm mang nhn hiu ca mnh. S lng khch hng trong lnh vc in t rt ph bin nn vic phn khc th trng khng qu kh vi cc lnh o ca Apple, tuy nhin kh y l Apple c qu nhiu i th cnh tranh chnh v vy vic phn khc th trng i hi phi tin hnh c quy trnh v nhanh chng chim lnh nhng phn khc th trng mc tiu. C hai tiu ch phn on l: Th nht theo tiu ch vng a l; th hai theo tiu ch khch hng. Apple lm rt tt giai on ny, y cng l mt trong nhng yu t to s thnh cng ca cng ty. 1.2. La chn th trng mc tiu Sau khi tin hnh phn on th trng, Apple chn ra th trng mc tiu ca mnh. Vic la chn th trng mc tiu phi cn c vo cc c im th trng v cc yu t bn trong cng ty xem c kh nng p ng nhu cu v cc n lc marketing ca mnh c tc ng c vo h hay khng. Th trng mc tiu v y tim nng ca Apple l cc nc c nn cng ngh k thut s cao, bn cnh mt s nc mi ni cng c cng ty a vo danh sch th trng mc tiu ca mnh. Vic la chn th trng mc tiu ca Apple gn lin vi khch hng mc tiu ca h. V Apple lm c iu ny khi nhng sn phm a ra trong cc x

th trng mc tiu u to nn c mt cn st, thng hiu Apple ngy cng n su vo tm tri ngi tiu dng cho d h c s hu c sn phm ca Apple hay khng. 1.3. Chin lc nh v ( Chin lc khc bit ho sn phm ) Sau khi xc nh v tr sn phm ca mnh, cng ty Apple s dng cc cng c cnh tranh v mt lot cc bin s marrketing mix nhm tp trung to dng hnh nh v nhn hiu v cng ty trong lng khch hng. Ta s ln lt xem xt cc chin lc ca Apple. Chin lc a dng ha c s khch hng: a dng ha c s khch hng l mt trong nhng chin lc m Apple ang p dng tng trng v m rng th phn, nht l trong nhng giai on khng hong kinh t. Tp trung vo mt nhm khch hng hay th trng, tic thay li l mt trong nhng im yu ca cc doanh nghip nh. Di y l nm hng chin lc m Apple v ang p dng: Tm nhng khch hng khng h quen bit Khi cc ngun khch hng c c t vic tham gia cc s kin xy dng quan h do khch hng hin ti gii thiu hoc do i tc gii thiu hay thng qua cc bi vit c ng ti trn bo ch, t cc cuc hi tho trc tuyn, nht k in t gim i, cc nh lnh o ca cng ty a ra chin lc bt u truyn thng tin cho nhng khch hng cha h bit trc. V Apple cng gt hi nhiu thnh cng t cch tip cn khch hng c o ny. Tranh th lm PR Thay v nhng kiu qung co truyn thng mang tnh tc thi trong cc thng, trong tun l n thun thng bo v sn phm th Apple s dng nhiu cch tip cn khc nhau mi khch hng u bit n thng hiu ca mnh chng hn nh cc bi bo vit v cht lng sn phm, cc thng tin chi tit v sn phm mi ch khng ch ch gi gn trong mt thng co bo ch. V kt qu l, hng nghn ngi u bit n cc sn phm ca Apple. Cc phng tin truyn thng i chng thc s c mt sc mnh rt ln, c bit l i vi cc doanh nghip nh. Chuyn khch hng o thnh khch hng tht Hin nay ngi ta rt quan tm n cc mng x hi v chng c tc dng v nh hng kh ln. Truyn thng x hi l mt knh hiu qu xy dng c s khch hng o cho doanh nghip. Apple bin nhng khch hng o ny thnh khch hng tht bng nhng li mi cho hp dn trn mng x hi. Trn cc trang xi

mng x hi nh Facebook, Twitter, My Space,u c nhng thng ip ca cng ty cng nh cc forum yu thch sn phm ca Apple. Ch trng vic to dng quan h (networking). Cc quan h mang tnh c nhn l mt knh rt hu hiu doanh nghip c thm khch hng. Ngi ta c th d dng qun i mt bc th in t nhng s c n tng lu di vi mt ngi nu ngi tht s bit cch to ra n tng. Rt nhiu cc thng v m Apple c c l thng qua ngun gii thiu ca khch hng hin ti. Mi khch hng ca cng ty giao dch thnh cng l mt kt ni vi mt khch hng khc vi trin vng thnh cng kh cao. Trong khi truyn thng x hi gip chng ta tip cn c nhiu khch hng trong mt thi gian ngn th cc knh giao tip truyn thng trc tip li to ra mt s quan h mnh m hn cho Apple. Hp tc vi i th cnh tranh Khng t lin minh gia cc cng ty tng xem l i th khng i tri chung dn n nhiu kt qu tt p khi c hai bn u c c hi m rng c s khch hng, tng cng bn cho v tng doanh thu. l cha k n hiu ng tt to ra cho vic qung b thng hiu ca tng doanh nghip nh cc hot ng tip th lin kt. Apple cng khng ngoi l, ai cng bit Microsoft l mt i th trc tip ca Apple nhng cng ty vn bt tay vi Microsoft trong chin lc lt Google trong dch v tm kim ca iPhone. Trc y Apple tng bt tay vi Motorola v IBM trong chin lc xm nhp vo th trng PDA. Th phn sn phm ca Apple. Theo s liu thng k ca Nielsen th th phn in thoi thng minh Iphone ca Apple chim 29,7% th trng M, trong h iu hnh Ios chim gn 27,9% . Bn cnh th Ipod ca Apple chim ti 40% th phn my nghe nhc trn th gii. Cn v my tnh iMac v Ipad th chim 8% th phn trn th trng M, ring Ipad ca Apple chim ti 90% my tnh bng trn ton th gii. Chin lc tn cng Vi v tr l ngi dn u th trng th chin lc tn cng ca Apple c th l m rng ton b th trng hoc bo v th phn. m rng ton b th trng cng ty pht minh ra nhiu sn phm mi. Chi cc sn phm ny thnh tng dng khc nhau chim lnh th trng. bo v th phn ca mnh Apple lun p dng chin lc bo v v tr tc l khng cho i th xm phm n lnh a ca mnh. Khng bao gi khch hng ang s dng sn phm ca mnh li chuyn sang s dng my khc. mc ch ca cng ty l A --> A tc l Apple to Apple. xii

 bo v v tr, Apple tng cng s dng marketing quan h vi khch hng thng qua cc bui ra mt sn phm mi v cc bui tip xc truyn thng gii quyt cc vn lin quan sn phm ca lnh o cng ty (Steve Jobs tng gii trnh v li mt sng ca iPhone). Bn cnh cc nhn vin k thut cng thng xuyn n hng dn khch hng s dng cc tnh nng ca my khch hng khi b ng. Cc dch v sau bn hng nh bo hnh, bo dng, sa cha, thay linh kin c s dng rt tt, tng s hi lng ca khch hng i vi sn phm ca Apple. Hng ngy trn cc thng tin i chng ta u thy Apple dng nh mun tung ra tht nhiu sn phm ca mnh thng tr th trng. S thay i mu m ca in thoi, my nghe nhc hay my tnh l minh chng cho chin lc ny. Bn cnh Apple cn mun thu tm th phn ca i th bng khu hiu: Other to Apple. 1.4. Khc bit ho sn phm. Sau khi xc nh c chin lc tn cng, cng ty phi xy dng chin lc nh v hay khc bit ho sn phm. xy dng c chin lc nh v cng ty cn xc nh khuch trng nhng im khc bit no. Qua thc t cnh tranh cho thy Apple c mt chin lt Marketing cc k hiu qu, chng ta s tm im khc bit trong marketing; sn phm v chin lc cnh tranh ca Apple. Apple p dng cho mnh mt chin lc marketing theo vng i sn phm, bao gm cc giai on: gii thiu, pht trin, chn mui v suy tn. C th chng ta thy rng mi sn phm Apple tung ra ngoi th trng u tun th tuyt i cc bc trn. V d khi iPod Mini tri qua giai on gii thiu th n giai on pht trin Apple h thp gi xung tng th phn. Khi th trng i vo suy tn b phn thit k a ra hng lot cc mu mi nhm to mt vng i mi cho sn phm v d: Aplple tung ra nhiu sn phm trong nm 2010 vi nhiu im c o nh iMac, iPhone, iPad, iOS X, iPod th h mi vi nhiu tnh nng tuyt vi. Apple cn lm cho th gii cng ngh ng ngng v cc sn phm ca mnh, c thc s sn phm ca Apple tt n th hay ch l mt cch gii thiu qu hon ho m bt k ai cng mun s hu mt sn phm ca h. chnh l ngh thut cng bo sn phm. Cng ty p dng hai hnh thc cng bo kh thnh cng, trc tin Apple thng chn cch gi vng thng tin sn phm n cng v d nh s ra i ca iPhone, iPad. Hnh thc ny p dng nhm gi vng yu t cng ngh, thng c nh gi l yu t to nn thnh cng cho sn phm. Th hai Apple cng chn cch cng bo trc thng tin v sn phm sau mi tung ra th trng nh Microssoft lun lm. Chin lc ny nhm lm ng bng i th cnh tranh trong vic thu ht khch hng v d vic Apple cng bo trc v iMac th h mi, xiii

c th gii ai cng bit c im ca sn phm ny v u mun xp hng c c n. Apple thit lp s khc bit ca sn phm qua khch hng tui teen da vo thng ip nt vn ha c nht v nh- iCulture. Cng ty thc hin vn ny vi ba chin lc chnh l: p ng cc nhu cu c thc; tp trung vo vn thit k; lm cho fan hm m vin thng marketing cho sn phm; khng cn ni cho gii tr bit rng bn thc s quan tm n h trong vic ch to sn phm. Apple rt quan tm n thit k ca cc sn phm, trong tt c cc sn phm ca Apple u c im c bit so vi i th cnh tranh. V d nh cc sn phm my tnh, in thoi hay my nghe nhc ca Apple c cht liu rt tt, thit k hon ho: mng, nh c bit tch hp y cc tnh nng ca mt sn phm cao cp in hnh l iPhone, iPad, iMac, iPod,.. bn cnh ngay c phn mn cng hn hn i th v giao din sc so. Ngoi ra Apple cn to dng c s khc bit trong chin lc bn hng, nh gi sn phm. Khi sn phm tr nn ht khch Apple khng nhng khng kp thi cun cp hng m cn ch ng km hng to cn st hng, chnh t y to c cn st gi, ng thi thng hiu Apple c khch hng nhc n nhiu hn. Chnh iu ny m Apple dn thu pht c khch hng th trng Chu , doanh thu hng nm ti khu vc ny tng ln ng k. Chnh sch gi c ng vai tr rt quan trng trong vic tiu th sn phm. Nhn chung th gi sn phm Apple khng thc s t vi khch hng chu u, y cng l iu Apple lun mong mun v li nhun th trng ny vn n nh vi mc gi m h xc nh trc. Tuy nhin vi th chu th chin lc gi cn mn hn v y hng xch tay rt ph bin v cng ngh nhi hng Apple rt pht trin. V d s hu mt chic iPhone 3GS Vit Nam bn cn b ra khong 12 triu cng hp ng hai nm vi nh mng. Chnh v th chnh sch gi ca Apple cng c thc hin theo vng i ca sn phm. y chnh l im khc bit r so vi sn phm cnh tranh khc. Ta im s qua cc sn phm ca Apple hin nay: Th nht: iMac Bin i t nhng chic Apple II,III ca nhng nm cui th k 19 dn bin thnh iMac ca th k 20 v 21. MacBook Air l sn phm gn y nht m Apple gii thiu ra th trng. c mnh danh l chic my tnh xch tay mng nht th gii, MacBook Air c th c cha trong mt chic phong b kh A4 v theo nh gii thiu ca Steve Jobs th "chi tit mng nht ca MacBook Air ch dy c 4 mm v chi tit dy nht cng ch l 16 mm". y l c im m iMac c th nh bt tt c i th cnh tranh trong phn khc ny. xiv

Th hai: I Pad Apple tm ra mt "chn l" marketing c th gip cho hng ginh li mt phn th phn v xc nh c ng i nc bc ca mnh. Apple hiu c rng, iu m iPad tm nim khng phi l vic: tt c cc khch hng u l gii kinh doanh, m l: tt c gii kinh doanh u l khch hng. Tuy nhin, Apple cng khng mun iPad phi thay th my tnh notebook tr thnh mt cng c ph bin v v gi. N c nhng gi tr ring ca mnh. Gii kinh doanh vn cn gi li desktop v notebook, nhng vn c th c c iPad (vi kh nng thc hin n 90% chc nng ca notebook) v c th mang li cho ngi tiu dng nhiu chc nng v s tin li hn. Th ba: iStore iTunes Store l mt kho d liu bn cho khch hng, kho d liu cha hng triu phn mn c pht trin t chuyn gia cng ngh ca cng ty. Thu nhp hng nm ca iStore tng ln ng k. Th t: iPod iPod Shuffle mi, iPod Nano "t hon" cng iPod Touch th h th 4 vi cu hnh tng ng iPhone 4 l b 3 iPod 2010 va c Apple trnh lng gy xn xao cho th gii gii tr. Mu iPod Shuffle mi, c thit k cc k nh gn vi kiu dng vung vn. Dng iPod Nano cng c lm mi:. Nh hn, nh hn v tt hn phin bn trc l nhng c im v mu iPod Nano mi ra. Thay th cho h thng phm iu khin clickwheel vn tn ti trn cc i Nano c l mn hnh cm ng a chm 1,54 inch (240 x 240 pixel). Nano mi cn i km vi tnh nng radio FM tch hp v pin s dng lin tc 24 gi. Qu To s pht hnh iPod Nano i mi vi 7 mu sc khc nhau dnh cho 2 phin bn b nh 8GB v 16GB. Mu iPod cui cng nhng ng ch nht: iPod Touch gen 4, mu iPod gii thiu cui cng nhng li l sn phm ng ch nht trong s kin ca Apple. ng nh k vng v d on ca nhiu ngi trc , Apple chnh thc cho ra mt mu my nghe nhc "khng" nht ca mnh vi mt lot cc ci tin mi v n tng. iPod Touch mi s hu mn hnh Retina Display, chip x l Apple A4, con quay hi quy, h thng Game Center nh trn iPhone 4. Th nm: iPhone Khng nhm vo s tri nghim cng ngh cao, gi thnh r, hay nh v th trng c nh. iPhone a ra mt tri nghim hon ton mi trong th gii smartphone lc . Ngi dng iPhone c cm gic v ng cp, s khc bit, thch xv

th, cng nh s "chiu i" ca Apple vi nhng khch hng ca mnh. PR rt mnh, hng ti khch hng t khi dng Smartphone, gim gi bn, th hin ng cp... l nhng chin lc m Apple thnh cng khi pht trin Ipod v Mac. Nu ni mt cu v thnh cng, th l "mang ng cp cho ngi dng bnh dn". Th su: iOS X Mac OS X ra i nm 1999, n v cc phin bn cp nht tip sau khng ch l s thnh cng v mt k thut m cn c v mt thng mi. Cho ti phin bn 10.3 di tn Panther (ra i nm 2003). Phin bn cui cng 10.5 ca Mac OS vi tn Leopard l mt n lc mnh m ca Apple bin n tr thnh mt h iu hnh hon chnh v nhiu tnh nng nht trn th trng hin ti. Trong tng lai, OS X s l h iu hnh khng ch cho my tnh m cn cho c cc thit b s khc ca Apple. 2. Thc trng vic s dng bin s marketing mix . 2.1. Chnh sch sn phm. V xy dng chin lc nh v sn phm l sn phm c cht lng cao nn cht lng sn phm l yu t quan tm hng u ca cng ty. Khi nh v nh vy th cht lng sn phm phi thc s tt v y l vn cn c gii quyt u tin, cn cc yu t khc s tr gip lm hnh nh sn phm tr ln hon thin hn. cnh tranh trn th trng th gii tt c cc sn phm ca Apple u c cp chng nhn ISO 9000. Bn cnh chnh sch kim tra cht lng.Apple cng khng ngng ci tin sn phm. Nhiu cc th h my mi ra i v mi mt th h sn phm mi ra i u c s ci tin cc c tnh k thut, hoc b xung cc chc nng mi lm cho n tr ln u vit hn, s lng chng loi sn phm ca Apple kh phong ph v a dng. 2.2. Chnh sch gi c V c bn, chin lc nh gi l s la chn mc gi bn sn phm trn th trng. Vic ny da trn nhng phn tch y quan h cung cu, mc chi tr ca khch hng mc tiu. nh gi tng quan cht ch vi chin lc nh v ca doanh nghip. Apple p dng nguyn tc trn trong chin lc nh gi ca mnh v kt qu cng ty thnh cng. Nhn chung trn th trng sn phm th gi ca cc sn phm Apple tng i cao nhng khng thuc vo hng xa x, iu ny rt ph hp khi khch hng mc tiu ca cng ty l doanh nhn v tng lp tr. Chnh sch gi ca Apple rt ph hp so vi chin lc pht trin ca cng ty, nu nh gi sn phm thp th li nhun thu c gim ng thi thng hiu ca xvi

cng ty cng khng thc s c ch na. Khi sn phm bc qua giai on bo ha, gi c c xu hng gim c thm khch hng v i u vi cc sn phm thay th khc. iPhone ca Apple cng p dng chin lc gi ht vng cho i tng tin phong khi ra mt sn phm vi mc gi 599 la M. iPhone nhanh chng tr v mc gi 399 la M ch sau ba thng. y l chnh sch linh hot trong gi c ca cng ty, ty theo tnh hnh th trng m Apple iu chnh gi ph hp. Vi chin lc gi trn ta thy Apple rt hiu vn gia vic nh gi v gi tr. C hai yu t ny c tc ng qua li vi nhau, vi i ng lnh o dy dn kinh nghim ca mnh Apple tng bc thit lp cho mnh chin lc gi hp l, v trong tng lai doanh thu ca Apple s khng ngng tng ln.

TI LIU THAM KHO 1. Phan nh Quyn (2010) Ging trnh Marketing cn bn Lu hnh ni b. 2. Phm Th Tri (2007) Qun tr hc NXB i hc Quc gia Thnh ph H Ch Minh. 3. http://vi.wikipedia.org/wiki/Apple_Inc. 4. http://en.wikipedia.org/wiki/Apple_Inc. 5. http://www.apple.com/ 6. http://www.doanhnhan360.com/Desktop.aspx/Kinh-doanh-360/Chien-luoc360/Bi_mat_thanh_cong_cua_trai_tao_Apple/ 7. http://www.vnecon.vn/showthread.php?t=7091&page=1 8. http://www.bansacthuonghieu.com/chi-tiet/hoc-gi-tu-chien-luoc-marketing-cuaapple/1129.html

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