Chuyn 4 CHIN LC NH V, CHIN LC MARKETING THEO CHU K SNG SN PHM V XY DNG THNG HIU

1. NHNG NN TANG TO S KHC BIT Sau khi la chon cac phn on th trng muc tiu, cng ty phi tin hanh nh v cho mi phn on a chon, tc la quyt inh se cng hin nhng gi tht khac bit, tht phu hp cho mi nhom khach hang vi muc ich la phuc vu ho tt hn cac i th cnh tranh. nh v ca sn phm l cch thc cc khch hng nh ngha sn phm da trn nhng c tnh quan trng hay ni cch khc l v tr m sn phm chim ch trong tm tr ca khch hng so vi cc sn phm cnh tranh. Vic nh v lin quan n vic gi ra nhng li ch duy nht v s khc bit ca nhn hiu trong tm tr ca khch hng. nh v l mt trong nhng quyt nh chin lc quan trng nht m ngi lm marketing thc hin, l nn tng theo cc khch hng s chn sn phm ca cng ty thay v sn phm ca i th cnh tranh. Ni tm li, nh v chnh l pht trin cc li th cnh tranh hay li th khc bit cho sn phm, nhn hiu. Khi khch hng khng th phn bit gia cc sn phm, h s xem sn phm l sn phm tin dng v yu t quyt nh mua sn phm trong tng hp nay l gi. V gi r rng l mt li th cnh tranh hp dn vi iu kin cng ty c cu trc ch ph sn xut thp. Tuy nhin, nu cng ty khng c cu trc chi ph thp v cng khng th to s khc bit cho sn phm ca mnh da trn bt k nn tng no ngoi gi, cng ty c th s khng thnh cng. 1.1. Nhng khi nim c bn v s khc bit v li th cnh tranh 1.1.1. Nhng c trng cua li th canh tranh Nn tng pht trin mt cch thnh cng li th cnh tranh c ba c trng: Li th phi to ra gi tr cho khch hng. Co nghia la n phi ci thin mt s c im hoc tha ng trn mt vi phng din ca sn phm hoc cung cp dch v cu thnh gi tr cho khch hng. Chng hn, bn c th sn my tnh ca cng ty bn mu khc bit vi cc sn phm ca cc i th cnh tranh nhng bn phi lu rng mu sc khng h l mt nhn t quan trng khi khch hng ra quyt nh mua my tnh. Gi thp, thi gian giao hng nhanh, ni mng Internet l nhng nhn t to ra gi tr cho khch hng. Do vy, im khc bit se tr thanh l li th cnh tranh ch khi theo quan im ca khch hng, khi o sn phm ca cng ty bn se chuyn ti nhng gi tr tt hn so vi cc i th cnh tranh. Tng gi tr phi c nhn bit bi khch hng. Ni cch khc, thm ch nu sn phm ca bn l tt hn ca i th cnh tranh, nhng nu khch hng khng th nhn r c im khc bit ny, s khng phi l li th cnh tranh. Chng hn, Intel nhn thy rng con chip b vi x l x86 ca mnh cung cp gi tr cao hn cho khch hng. Tuy nhin b vi x l l v hnh i vi khch hng v h khng nhn thy c. Bng cch t tn cho sn phm nay la Intel Inside, vi chin dch qung co theo slogan ny, cng ty c gng lm cho cc gi tr m h chuyn ti n khch hng mang tinh hu hnh hn. Li th phi kh bt chc. R rng, mt li th cnh tranh thnh cng ca mt sn phm s li ko nhiu ngi khc bt chc, chy theo nu c th. Mc du American 1

Airlines l hang hng khng u tin cung ng chng trnh khch hng bay thng xuyn nhng rt t ngi nh iu ny bi v a c qu nhiu hang hng khng bt chc. Mt li th cnh tranh s bn vng hn khi n kh c th bt chc nh vo nhng i hi v ti sn v k nng duy nht ca t chc mi c th to ra li th . Chng hn, Federal Express pht trin mt li th cnh tranh bn vng so vi UPS, Emery v nhng cng ty chuyn pht nhanh khc trong cung ng dch v cho khch hng. iu ny l do cng ty l ngi u tin s dng cng ngh thng tin v nhng u t lin tc ca cng ty cho cng ngh nay m nhng cng ty khc khng th hoc khng mun chy theo v khng ngun lc. 1.1.2. Phat trin li th canh tranh da trn s khac bit C ba cch tip cn pht trin li th cnh tranh: Li th cnh tranh da trn gi v chi ph thp. t c v th chi ph thp so vi cc i th khng ch gim gi nhm to li th cnh tranh. Tht vy, hai mc tiu chi ph thp v cht lng rt kh c th cng t c, nht l cung ng dch v cao hn cho khch hng bi v moi dch v u tn chi ph. Tuy nhin, c v th chi ph thp cho php nh qun tr la chn c nn cnh tranh da vao gi hay khng v iu ny ph thuc vo tnh hnh cnh tranh trn th trng. Phi ni rng mt trong cc cch tip cn kh khn nht c li th cnh tranh l tip cn da trn chi ph thp. N kh khn v cc l do sau: cng ty cn phi hiu cu trc chi ph ca i th cnh tranh m bo rng cng ty c th cnh tranh nn c s ny trong vic ct gim gi, nu cn thit, bi v vi ci tin cng ngh cc i th c th vt qua cng ty v mt chi ph thp, hoc tm ra mt nh cung ng mi cng c th gip i th cnh tranh c chi ph thp trn th trng. Kt qu l, khng c g ng ngc nhin khi hu ht cc nh qun tr marketing la chn cnh tranh trn hai c s li th cnh tranh khc (l cht lng thc t v cht lng cm nhn c) trong khi c gng kim sot chi ph thp nht c th. C hai cch t c li th cnh tranh v chi ph thp trong mt ngnh. Trc ht l tr thnh mt nh sn xut ln v c c li th t tinh kinh t theo qui m. Mt khi sn lng tng ln th chi ph c nh n v s thp iu ny cho php chi ph n v sn phm thp. Cch th hai l ng cong kinh nghim. Chi ph s gim khi sn xut nhiu hoc cung ng nhiu dch v v qua quan st mt vi nm u trong chu k sng sn phm, vic tip tc gim chi ph l c th d on c. Hin tng ng cong kinh nghim quan st c trong nhiu ngnh. Li th cnh tranh da trn cht lng khc bit ca sn phm. Cch tip cn th hai sng to li th cnh tranh l pht trin s khc bit c th quan st c v c khch hng mc tiu nh gi cao. Cch tip cn ny khc bit so vi cch tip cn da trn chi ph thp bi v thng gn lin vi chi ph cao hn nhng cng cho php mc gi cao hn v thng l li nhun cng cao hn. Bn c th ngh v cch tip cn ny nh vic tm kim mt s khc bit m khch hng nh gi cao v h sn lng tr tin thm cho cht lng tng thm ny. Cch tip cn ny gi l to s khc bit. Mt s ngi c th lp lun rng, i vi mt s sn phm, khng th to s khc bit da trn cht lng. Chng ta phi lu n vn ca cc sn phm tin dng bn trong chng ny. Vn l khi nu cng ty khng th l nh sn xut chi ph thp v bn khng th to s khc bit da trn c s cht lng, c cht lng hin ti hoc nhn thc, nh vy c ngha l sn phm ca cng ty s tht bi, sng vt v bi v cc i th cnh tranh u c mt v th no trong ngnh hoc l gi thp hoc l c cht lng thc t hoc cm nhn cao. Thch thc i vi nhng ngi lm marketing l tm ra cc thc o s khc bit ca sn phm hoc dch v so vi cc i th cnh tranh. Mt cch 2

 to s khc bit thng qua nhng g c gi l khc bit tht s, khng c xy dng n c da trn nhn thc. Mt cch tip cn xy dng cch thc to s khc bit c Porter pht trin v c gi l chui gi tr. Khi nim chui gi tr nhn mnh rng to s khc bit c th c c thng qua cc n lc ca ton b t chc ch khng ch ca b phn marketing. Theo chui gi tr, cch thc th nht to s khc bit l thng qua b phn cung ng, qua la chn cc nguyn vt liu cht lng cao nht cng nh cc yu t u vo khc, bao gm c cng ngh. Cch th hai l t c li th cnh tranh thng qua cc li th trong sn xut. Mt trong nhng cch thc m Mcdonald duy tr v tr dn o trn th trng thc n nhanh trn khp th gii l u t tht nhiu vo cc chng trnh o to qui trnh sn xut duy tr s nht qun trong cht lng sn phm v dch v. Hu cn ra bn ngoi cung cp c s th ba to s khc bit. c th l thng qua dch v giao hng ng thi hn v nhanh chng nh Federal Express cam kt. Hot ng marketing v bn hng cng to s khc bit. i ng bn hng ca IBM t t lu l ti sn quan trng ca cng ty, cho php IBM tha mn nhu cu ca khch hng tt hn cc i th cnh tranh. Cui cng, dch v cng c th l mt nhn t to s khc bit quan trng. Tuy nhin, mt cch bn c th to s khc bit l tm kim cc li th thng qua mt hoc mt s trong nm bin s ca chui gi tr trn. Li th cnh tranh da trn nhn hiu hoc cht lng cm nhn c. Nhiu sn phm v dch v to khc bit so vi cc i th cnh tranh bng cch lm tt hn trong vic to ra nhn thc cho khch hng v cht lng cao hn hoc cc c im sn phm tt hn. V d cho vic nh v khc bit ny l cc thng ip tt hn, tuyt ho hn Nhng ngi lm marketing cng c gng to s khc bit cho sn phm ca mnh bng cch to ra hnh nh tuyt vi, tr trung, lng ly. Cc li th khc bit trong cm nhn thng c s dng khi nhng khc bit ca sn phm hin ti l nh v kh c th t c hoc kh c th duy tr. Mc du bn c th ngh rng iu ny ch l c im ca cc sn phm v dch v tiu dng, nhng nhiu nh qun tr marketing cc sn phm cng ngh cao cng c gng pht trin s khc bit trong nhn thc bng cch thm vo cc s khc bit hin ti nhng g m khch hng ca h thng yu cu. Cc li th khc bit cm nhn c c th chuyn ti bng cch s dng cc yu t ca phi thc marketing. Gi cao c th truyn thng l cht lng cao i vi mt s loi sn phm theo cc khch hng nhn thc v s tng quan gia gi v cht lng. Cc qung co in t v trn bo l nhng phng tin tuyt ho chuyn ti hnh nh v cm gic. Cc knh phn phi c quyn c th s dng cung cp cho cc khch hng tim nng v cm gic rng sn phm l qu v t. Cc bin s ca li th khc bit cm nhn c cng ging nh cc khc bit thc t, u c th s dng nm bin s ca chui gi tr to ra nhn thc ni khch hng. Chng hn, bn c th mun chuyn ti thng ip l bn cung ng dch v khch hng tt nht. Hoc c th l bn s dng cc thnh phn tt nht. y bn s t cu hi vy c g khc so vi li th khc bit thc t bn n trn, s khc bit l ch nhng c im khc bit trong to li th nhn thc l cc thng ip v c im, v s khc bit ca sn phm kh kim tra v nhn bit i vi khch hng. C nhiu loi sn phm s dng cch tip cn ny nh bia, m phm v cc dch v nh hng khng, ngn hng. Mt cng c quan trng trong vic hiu nhn hiu v sn phm ca cng ty bn c nhn thc nh th no l tin hanh o lng nhn thc ca khch hng v sn phm ca cng ty da trn cc c tnh cua san phm. Crego v Schiffrin xut rng, nhng t chc tp trung vo khch hng cn nghin cu gi tr khch hng chun b nhng cung ng vt tri s k vng ca h. Hai tc gi ny a ra tin trnh ba bc nh sau: 3

Xc nh m hnh gi tr ca khch hng: trc ht cng ty lit k tt c nhn t ca sn phm v dch v c th tc ng ln cm nhn ca khch hng mc tiu v gi tr.

Xy dng thang gi tr ca khch hng: tip theo cng ty xp cc nhn t trn vo bn nhm: c bn, mong i, mong mun v khng d kin. Xem xt cc nhn t ny vi v d nh hng cao cp: nhm cc nhn t c bn: thc phm ap ng tiu chun v c giao hng ng gi (nu tt c cc nh hng u thc hin ng iu ny, khch hng thng s khng c tha mn). nhm nhn t mong i: c th l chn bt bng s v dao na tt, khn n bng vi linen, dch v chu o v thc n c chun b tht ngon (nhng nhn t ny lm cho cung ng chp nhn c nhng khng phi l ngoi l, c bit). Nhm nhn t mong mun: nh hng c khng gian yn tnh v th gin, thc n c bit ngon v th v. Nhm nhn t khng d kin: nh hng phc v mn trng ming b sung gia cc mn n by ko trn bn sau khi n mn cui cng. La chn gi tr trn gi cho khch hng: Cng ty cui cng phi la chn s kt hp gia cc nhn t hu hnh v v hnh, cc kinh nghim v cc kt qu c thit k vt qua i th cnh tranh, m bo s tha mn tht nhiu cho khch hng v s trung thnh ca h.

Chng ta lm quen vi nhng khi nim c bn v s khc bit v li th cnh tranh, y l nhng hiu bit quan trng xy dng chin lc nh v. Tip theo, chng ta s cp n nhng cng c c th dng to s khc bit cho sn phm v dch v, va kt thc phn u tin vi chin lc marketing gi tr, mt chin lc c nhiu cng ty p dng thnh cng trn c s kt hp mt s yu t to s khc bit nhm cung cp gi tr cho khch hng. 1.2. 1.2.1. Nhng cng c to s khc bit S khc bit ca sn phm

Cc c im

Hu ht cc sn phm u cung cp nhiu c im cho khch hng, nhng c im h tr nhng tnh nng c bn ca sn phm. L ngi u tin a nhng c tnh mi ra th trng l mt trong nhng cch thc hiu qu nht cnh tranh. Lm th no mt cng ty xc nh v la chn nhng c tnh mi ph hp? Cng ty c th hi nhng khch hng gn y ca mnh nhng cu hi nh: Bn thch sn phm nh th no? C c tnh no nu c thm vo s ci thin c s tha mn ca bn khng? Bn sn sng tr bao nhiu cho chng? Bn ngh nh th no v nhng c tnh m nhng khch hng khc gi ? Cng vic tip theo l quyt nh nhng c tnh ng phi thm vo. i vi mi c tnh tim nng, cng ty phi tnh ton gi tr dnh cho khch hng so vi chi ph m cng ty phi b ra. Cng ty cng phi xem xt c bao nhiu khch hng mong mun nhng c tnh sn phm , phi mt bao lu a nhng c tnh vo sn phm thc t v cc i th cnh tranh c d dng bt chc cc c tnh hay khng. Cht lng nng lc Hu ht cc sn phm u c thit lp mt trong bn cp nng lc: thp, trung bnh, cao v vt tri. Cht lng nng lc l mc m nhng c tnh c bn ca sn phm vn hnh. Mt cu hi quan trng y l: Vic cung ng sn phm c nng lc cao hn c em li li nhun cao hn? Vin nghin cu hoch nh chin lc nghin cu tc ng ca cht 4

lng sn phm tng i cao hn v tm ra rng c mi tng quan ng bin c ngha thng k gia cht lng tng i ca sn phm v ROI. Cc n v kinh doanh c cht lng cao em li nhiu li nhun hn v cht lng vt tri cho php h nh mc gi cao; n c th t li nhun nhiu hn v khch hng mua li; khch hng trung thnh v d lun tt; v chi ph ca vic cung ng cht lng cao hn khng qu cao so vi nhng n v kinh doanh sn phm vi cht lng thp. Mi lin h gia cht lng v tnh sinh li khng c ngha l cng ty phi thit k mc nng lc cng cao cng tt. Theo qui lut th nu nng lc cao qu s gim li nhun. Nh sn xut phi thit k mt mc nng lc ph hp vi th trng mc tiu v mc nng lc ca cc i th cnh tranh. Mt cng ty cng phi qun tr cht lng nng lc theo thi gian. Ba chin lc c th s dng. Trc ht, cng ty thng xuyn ci tin sn phm, s em li th phn v li nhun cao hn. Th hai, l duy tr cht lng sn phm mc xc nh. Nhiu cng ty cht lng sn phm ca cng ty mnh khng i so vi tuyn b ban u tr khi c nhng sai lm r rng hoc cc c hi mi xut hin. Chin lc th ba l gim cht lng theo thi gian, mt s cng ty ct gim cht lng sn phm ct gim chi ph, mt s khc th ct gim cht lng mt cch c ch tng li nhun hin ti, mc d nhng hnh ng ny c th tc ng n li nhun trong di hn. S ph hp v cht lng Ngi mua k vng cc sn phm c cht lng nng lc cao, iu c ngha l mc cht lng sn phm ng nht v ph hp vi nhng cam kt. bn bn, mt thc o v tui th vn hnh k vng ca sn phm trong iu kin t nhin, l mt c tnh quan trng i vi mt s loi sn phm. Ngi mua ni chung s mun tr nhiu hn cho nhng phng tin i li v cc gia dng c danh ting l bn. Tuy nhin, qui lut ny cng cn lu n mt s vn . Gi tng thm phi khng n mc qu ng. Ngoi ra, sn phm phi khng l i tng ca nhng thay i cng ngh nhanh chng nu khng n s mau lc hu, v d nh my tnh c nhn hoc my quay phim. tin cy Khch hng s tr thm tin c nhng sn phm tin cy. tin cy l mt thc o kh nng m sn phm khng vn hnh tt hoc b hng hc trong mt vi thi im no . D sa cha Khch hng yu thch nhng sn phm d sa cha. Tnh d sa cha l mt thc o v mc d dng trong vic iu chnh sn phm khi n vn hnh khng tt hoc hng hc. Chic xe hi c sn xut vi nhng linh kin c chun ha d dng thay th s c coi l c tnh d sa cha cao. Tnh d sa cha l tng c th cho php ngi s dng c th t sa cha sn phm vi t chi ph v thi gian. Mt s sn phm bao gm nhng c tnh d chn on cho php ngi cung cp dch v gii quyt vn thng qua in thoi hoc t vn cho ngi s dng lm th no sa cha n. Kiu dng m t b ngoi v cm xc ca sn phm to ra ni ngi mua. Ngi mua thng mun tr thm tin c nhng sn phm c kiu dng hp dn. Ngi mua xe hi tr mt khon tin nhiu hn cho nhn hiu xe Jaguar v b ngoi c bit ca n.

C qu nhiu sn phm c sn xut mt cch t nht thay v bt mt. Kiu dng c li th trong vic to ra s khc bit kh lng bt chc c. V kha cnh tiu cc, kiu dng p khng phi lun c ngha l nng lc cao. Mt chic xe hi c v rt hp dn nhng n li tiu tn qu nhiu thi gian sa cha th cng khng cn hp dn na. Chng ta phi xet chung c phn bao gi vo phn kiu dng, c bit l i vi thc phm v m phm. Thit k Khi cnh tranh tr nn khc lit, thit k cung cp mt cch thc tim nng to s khc bit v nh v sn phm v dch v ca cng ty. Gio s Harvard nh gi cao thit k khi pht biu: Nm mi nm trc, cc cng ty cnh tranh v gi. Ngy nay l cht lng v sau ny l thit k. Trong nhng th trng c tc thay i nhanh, gi v cng ngh l khng . Thit k l mt yu t thng em li cho cng ty sc mnh cnh tranh. Thit k l tt c nhng c tnh tc ng ln vic sn phm c v ngoi nh th no v chc nng ca n ra sao theo nhng i hi ca khch hng. Thit k c bit quan trng trong vic sn xut v lm marketing i vi nhng hng ha bn, cc dch v bn l v hng ha c bao gi. Tt c nhng yu t cht lng m chng ta tho lun u lin quan n bin s thit k. Ngi thit k phi vch ra u t bao nhiu cho vic pht trin kiu dng, c tnh, nng lc, cht lng, bn, tnh d sa cha ca sn phm. i vi cng ty, mt sn phm c thit k tt l mt sn phm d sn xut v phn phi. i vi khch hng, sn phm c thit k tt l sn phm d coi, bt mt, d lp t, s dng, sa cha v x l sau khi dng xong. Ngi thit k phi tnh n tt c nhng yu t ny khi thit k sn phm. 1.2.2. S khc bit ca dch v Khi sn phm hu hnh khng th d dng to c s khc bit, th cha kha thnh cng c th da trn nhng dch v gia tng gi tr v ci thin cht lng ca chng. Nhng yu t c th to c s khc bit quan trng bao gm: iu kin t hng, giao hng, lp t, o to khch hng, t vn khch hng, bo qun, sa cha v cc dch v khc. iu kin t hng iu kin t hng lin quan n vic khch hng c d dng t hng vi cng ty hay khng. Cng ty cn phi thit lp mt qui trnh d dng cho khch hng trong vic gi cc yu cu t hng n cng ty. Hu ht cc ngn hng ngy nay u cung cp cho khch hng phn mm ngn hng ti nh ca h nhm gip khch hng thu thp thng tin v thc hin cc giao dch mt cch hiu qu hn. Ngi tiu dng by gi thm ch c th t hng v nhn hng m khng cn phi n siu th, h ch cn gi in hoc t hng qua mng Internet. Thi gian giao hng Giao hng lin quan n vic sn phm v dch v c giao n khch hng nh th no. N bao gm tc , tnh chnh xc v mt thi gian v s lng cng nh tin trnh giao hng. Deluxe Check Printer, Inc xy dng mt danh ting n tng khi thc hin n t hng ch mt ngy sau khi nhn c m khng b tr mt ln no trong vng 18 nm. Levi Strauss, Benetton v The Limited tip nhn mt h thng phn ng nhanh c my tnh ha kt ni h thng thng tin ca cc nh cung ng ca mnh vi cc n v sn xut, cc trung tm phn phi v vi cc ca hng bn l. Ngi mua s thng la chn nh cung ng vi danh ting tt hn v thi gian giao hng. Lp t

Lp t lin quan n cng vic phi thc hin sn phm vn hnh ni d nh. Ngi mua nhng thit b k thut phc tp s k vng dch v lp t tht tt. To s khc bit im ny trong chui tiu dng l c bit quan trng i vi cc cng ty co nhng sn phm phc tp. Tnh d lp t tr thnh mt yu t bn hng tht s khi th trng mc tiu l nhng ngi khng chuyn v k thut, h s l nhng ngi khng th chp nhn thng bo trn mn hnh kiu Disk Error 23. Compaq Computer, vi dng my tnh Presario, l mt trong nhng ngi u tin s dng dch v lp t nh l mt ngun to s khc bit. Thay v cung cp mt quyn hng dn s dng vi y nhng thut ng khng th hiu c, Compaq cung cp cho khch hng mt tp in ch r 10 bc lp t. Cng ty s dng nhng dy buc mu, dy cp v u ra n gin ha vic lp t v lp rp my tnh vi mt on gii thiu bng hnh nh vui nhn hng dn ngi s dng mi trong sut qu trnh lp t v ng k. o to khch hng o to khch hng lin quan n vic hun luyn cc nhn vin ca khch hng s dng nhng thit b ca ngi bn mt cch ng n v hiu qu. GE khng ch bn v lp t cc thit b tia X cho cc bnh vin m cn cung cp nhng kha hun luyn ngn cho ngi s dng thit b . Mc Donalds i hi cc c s nhng quyn mi phi n tham d trng Hamburger Oabrook, Illinois, trong vng hai tun hc cch lm th no qun l cc c s nhng quyn mt cch ng n nht. Dch v t vn T vn khch hng lin quan n h thng thng tin v d liu, v cc dch v qung co m ngi bn cung cp cho ngi mua. Mt trong nhng ngi cung ng tt nht ca dch v t vn gia tng gi tr l Milliken & Company. Milliken & Company bn my git cho nhng ngi lau chi cng nghip va cho cc x nghip thu chng. Nhng my lau chi ny v mt tnh nng th tng t nh my lau chi ca cc i th cnh tranh. Tuy nhin Milliken nh mt mc gi cao hn v dn u v th phn. V sao cng ty c th nh mc gi cao nh vy? Cu tr li l Milliken thm vo sn phm ca mnh s gia tng dch v lin tc cho khch hng. Milliken hun luyn cc nhn vin bn hng ca khch hng, cung cp s hng dn khch hng v cc h tr khuyn mi, cung cp dch v t hng qua my tnh v h thng ti u ha, chm sc phn nghin cu marketing cho khch hng, ti tr cho cc chng trnh ci tin cht lng v gi nhn vin bn hng ca mnh n lm vic cng khch hng. Cc cng ty git l mun mua my ca Milliken hn v sn sng tr mc gi cao hn v nhng dch v tng thm ny ci thin kh nng sinh li ca h. Bo qun v sa cha

Bo qun v sa cha m t nhng chng trnh dch v gip khch hng duy tr sn phm mua trong tnh trng vn hnh tt. Cc dch v khc Cc cng ty c th tm ra nhng cch thc khc to s khc bit cho cc dch v khch hng ca mnh. H c th cung cp cc hp ng bo dng v bo hnh sn phm c ci thin hn. H c th gt hi c nhng phn thng. Canon pht trin mt h thng cho php khch hng tr li nhng hp mc in s dng v Canon tr tin. Cc hp mc in sau c np mc li v c bn. Tin trnh ny to thun li cho khch hng trong vic tr nhng hp mc in s dng, tt c 7

nhng g h phi lm l em hp ng mc tr tin trc n trung tm dch v ca cng ty. Khch hng cng yu thch s thn thin vi mi trng ca chng trnh ny v c xu hng ngh v Canon nh l mt cng ty thn thin vi mi trng. 1.2.3. S khc bit ca i ng nhn vin Cng ty c th t c li th cnh tranh mnh m thng qua vic thu nhn nhng nhn vin c o to tt. Singapore Airlines c c danh ting tuyt vi trn th trng rng ln v i ng tip vin. Nhn vin ca Mc Donalds rt lch thip, nhn vin ca IBM th chuyn nghip v nhn vin ca Disney th vui nhn. Lc lng bn hng ca nhng cng ty nh GE, Cisco, Frito-Lay, Northwestern Mutual Life v Pfizer em li danh ting tuyt vi. i ng nhn vin c o to tt c nhng c tnh: c nng lc h c nhng k nng v kin thc nh yu cu; lch thip h rt thn thin, l v nhit tnh; ng tn nhim h rt trung thc; ng tin cy h thc hin cc dch v mt cch ng n v chnh xc; phn ng nhanh h phn ng mt cch nhanh nhn i vi nhng yu cu v cc vn ca khch hng; v giao tip tt h bit cach tip cn vi khch hng va n lc trong vic hiu khch hng. Trong mt thi i m cc i th cnh tranh c th nh bt sn phm v dch v ch trong nhy mt, mt s cng ty khn ngoan marketing k nng duy nht ca i ng nhn vin ca mnh. Orvis Company ra i vo nm 1856, l mt nh bn l v bn qua th cc qun o, qu tng v dng c th thao cnh tranh vi nhng hng nh L.L. Bean v Eddie Bauer. Cho n khi Orvis to s khc bit bng cch qung b kinh nghim cu c bng rui nhn to lu i ca mnh. Trng hc dy cu c bng rui nhn to Orvis, t ti nhng vng t California n Florida, khin cho mt mn th thao kh tr nn d tip cn i vi nhng ngi khng chuyn. Cc trng hc, thng c t gn cc ca hng bn l ca Orvis. Orvis bn c t nht 1 triu USD vo 1968, khi n m trng dy cu c bng rui nhn to u tin. By gi cng ty t c doanh thu 350 triu USD. Mc d hin ti cc sn phm phc v cu c bng rui ch chim mt phn nh trong tng doanh thu ca cng ty, nhng cc nh qun l ca cng ty pht biu rng, nu khng c s tha hng cch dy cu c bng rui ca chng ti, chng ti cng ch l mt ngi bn v danh m thi. 1.2.4. S khc bit ca cc knh phn phi Cc cng ty c th t c li th cnh tranh thng qua cch thc h thit k bao ph, tnh chuyn nghip v nng lc ca cc knh phn phi. Thnh cng ca Caterpillar trong ngnh thit b xy dng da mt phn vo s pht trin vt tri cc knh phn phi. Cc trung gian mi gii ca n c mt nhiu a im hn so vi cc i th cnh tranh, v h c bit c hun luyn v hnh ng ng tin cy hn. Dell trong ngnh my tnh v Avon trong ngnh m phm cng to s khc bit cho mnh bng cch pht trin v qun tr cc knh marketing trc tip vi cht lng cao. 1.2.5. S khc bit ca hnh nh Ngi mua p ng mt cch khc nhau i vi cng ty v hnh nh nhn hiu. Cch thc c bn nht gii thch cho th phn trn ton cu (khong 30%) l hnh nh cao bi Marlboro nh vo ng vo tnh cm ca hu ht gii ht thuc. Cc cng ty kinh doanh nc gii kht v ru vang cng n lc rt nhiu pht trin mt hnh nh khc bit cho cc nhn hiu ca mnh. Nhn dng v hnh nh 8

Nhn dng v hnh nh cn phi khc bit. Nhn dng l cch thc m cng ty mun nh v hoc nhn din mnh hoc cc sn phm ca mnh. Hnh nh l cch thc m cng chng nhn thc v cng ty hoc cc sn phm ca n. Hnh nh b tc ng bi nhiu nhn t nm ngoi s kim sot ca cng ty. Vic hnh nh c th c mt i sng ring c minh ha bi trng hp ca Nike trong vic duy tr hnh nh ca mnh i vi th trng gii tr thng xuyn thay i. Nike thnh cng trong vic thuyt phc nhng ngi tiu dng tr rng giy khng ch giy, n l mt thi . Cng ty rt thnh cng trong chin lc ca mnh rng ting ku ca giy Nike l mt trong nhng biu tng c bit n nht trn th gii. Tuy vy s ph bin ca Nike s chuyn i ca n t tnh hp thi trang thnh xu hng ch o r hng sang nhng khch hng ct li quan trng, la tui 12 n 24. Nhng nhn hiu khc vi nhng hnh nh khc, nh Airwalk, bt u vi nhng i giy phc v ngi trt vn v trt tuyt, t c th phn. Tr con thch nhng hnh nh th thao gn lin vi i giy ca h, theo Airwalk c ng cho cc qung co c o ca mnh. Mt hnh nh hiu qu phi c ba yu t. Th nht, n thit lp cc c tinh ca sn phm v nhng gi tr. Th hai, n phi chuyn ti nhng c tnh ny bng cch khc bit khng b nhm ln vi cch ca i th cnh tranh. Th ba, n phi chuyn ti sc mnh tnh cm ng sau hnh nh tr tu. mt hnh nh vn hnh, n phi c chuyn ti thng qua mi phng tin truyn thng c sn v cc giao tip nhn hiu ca mnh. Nu IBM c ngha l dch v, th thng ip ny phi c biu at thng qua cc biu tng, cc phng tin hnh nh v li noi, bu khng kh, s kin v hnh vi ca cc nhn vin. Cc biu tng Hnh nh c th c cng c bng nhng biu tng mnh. Cng ty c th la chn biu tng nh s t (Harris Bank), tri to (Apple Computer),... Mt nhn hiu c th c xy dng quanh mt nhn vt ni ting, nh vi nhng nhn hiu nc hoa mi Passion (vi Elizabeth Taylor) v Uninhibited (Cher). Cc cng ty c th la chn nhn din mu sc nh mu en (IBM), mu vng (Kodak) hoc (Campbell Soup), mt on m thanh hoc m nhc. Mt s biu tng ca cc cng ty ni ting ca M, nh Intel, 3M, P&G, Cc phng tin truyn thng Hnh nh la chn phi c th hin trong qung co v trn cc phng tin truyn thng nhm chuyn ti mt cu chuyn, mt tm trng, mt tuyn b - mt ci g khc bit. N phi xut hin trong cc bo co thng nin, brochure, catalog, tr s ca cng ty v card visit. Bu khng kh Khng gian ca cng ty cng l mt ngun to hnh nh cho cng ty. Chui khch sn Hyatt Regency pht trin hnh nh khc bit thng qua phng tin snh ca mnh. Mt ngn hng mun to hnh nh ngn hng an ton phi truyn thng thng qua kin trc ca ta nh, thit k bn trong, cch b tr, mu sc v ni tht. Cc s kin Cng ty c th tao s nhn din thng qua cc s kin m n ti tr. Perrier, mt cng ty nc ung ng lon, ni bt ln bng cch sp xp ng ua v ti tr cho s kin th thao v sc khe. AT&T v IBM ti tr cho cc bui trnh din nhc giao hng v trin lm ngh thut. Heinz tng tin cho cc bnh vin, v Kraft cng hin cho MADD. 1.3. Marketing nh hng gi tr 9

Gi tr ngy nay tr thnh tm im ca marketing. Ngy nay, khch hng yu cu nhng th mi m khc vi nhng g h c trong qu kh. H mun mt s kt hp hoan hao gia cht lng sn phm tt, dch v tt v giao hng ng hn. y l nhng yu t then cht thnh cng trong th k n. V l do ny m chng ta s xem xt mt chin lc trng im mi, chin lc marketing nh hng gi tr. Chin lc marketing gi tr ch trng vo nng lc thc s ca sn phm v cung ng nh cam kt. Marketing gi tr khng c ngha l cht lng cao nu n ch cung ng vi gi tht cao. V n cng khng c ngha l sn phm gi r, nu r m cht lng ti. N cng khng c ngha l danh ting, nu danh ting b xem l trng gi hc lm sang hoc ham m. Mc khc, gi tr cng khng phi l nh v v chuyn ti hnh nh. N ch n gin l cung ng sn phm nh qung b, i cng vi dch v chu ao v c cung ng ng hn. 1.3.1. Chin lc cht lng sn phm Thng thng, cht lng c xem l vn ca nh sn xut. Tuy vy, mt cch chin lc, tng cht lng ton din c nhn thc t th trng, iu c ngha l cht lng phi c cht lc t chnh sn phm, cung ng v t tt c cc dch v i cng vi sn phm. im quan trng l cht lng phi da trn mong mun ca khch hng, khng da vo nhng nh gi ca cng ty. Mc tiu cui cng ca cht lng nn hng n thu ht v gi khch hng bng mi cch, cung ng cc cp dch v, cht lng sn phm, nng lc sn phm v nhng dch v h tr vt xa nhng k vng ca h. Cui cng, cht lng c ngha l phn u cho s tuyt ho trong ton b t chc. 1.3.2. Chin lc da trn thi gian cung ng Khi mt th trng sn phm thay i nhanh chng, cc cng ty phi p ng mt cch nhanh chng nu h mun gi v tr ca mnh. Trong th trng lun thay i nh ngy nay, chin lc da trn thi gian hng n cnh tranh nh mt chiu kch chin lc mi. GE ct gim thi gian cung ng cho khch hng t ba tun xung cn ba ngy. Trong qu kh, AT&T cn hai nm thit k mt loi in thoi mi, by gi cng ty ch cn mt nm. Motorola thng cn 3 tun mt loi my nhn tin in t ra i sau khi b phn sn xut nhn c n t hng, by gi n ch mt hai gi. Chin lc da trn thi gian em li nhng li th cnh tranh. Th phn gia tng v khch hng mong mun c c n t hng ca mnh ngay lp tc. Tn kho cac sn phm hon chnh thu hep lai bi v iu khng cn thit m bo cung ng nhanh chng, nhng nh sn xut nhanh nht c th lm ra v cung ng sn phm ung han theo n t hng. V nhng l do ny hay l do khc, chi ph c ct gim. Nhiu nhn vin tr nn tha mn bi v h ang lm vic vi mt cng ty nhiu trch nhim v thnh cng hn, v bi vy h y nhanh tc cc thao tc cn thit em li tnh linh hot v tnh trch nhim. Cht lng cng ci thin. Mt cch ngn gn, lm nhanh hn khin cng ty phi lm ng ngay t bc u tin. Tng tc cng c th thnh cng trong vic pht trin sn phm thm ch nu n vt qu ngn sch 50%. Chng hn, m hnh pht trin bi Mc Kinsey v Co. a ra nhng sn phm cng ngh cao xut hin trn th trng theo ng ngn sch nhng tr su thng em li mt mc li nhun gim 33% qua 5 nm. Ngc li, vt qu 50% so vi ngn sch nhng ng thi gian lm gim li nhun ch 4%. thc hin chin lc da trn thi gian, ton b tin trnh sn xut phi c thit k li t tc nhanh hn. GE hnh thnh mt i ng cc chuyn gia sn xut, thit k v marketing nhm tp trung vo vic kim tra ton b tin trnh. Mc tiu l nhm lm ct gim thi gian t khi t hng n khi cung ng t 3 tun xung ba ngy. 10

2. PHT TRIN V TRUYN THNG CHIN LC NH V Tt c cc sn phm u khc bit nhau mt kha cnh no . Nhng khng phi tt c nhng khc bit ca nhn hiu u c ngha v c bit n trn ton th gii. Mt s khc bit xng ng pht trin th n phi t mt s tiu ch sau: - Quan trng: s khc bit phi chuyn ti li ch c nh gi cao i vi s ng khch hng - Khc bit: s khc bit phi c chuyn ti bng mt cch thc khc bit - Vt tri: s khc bit phi vt tri so vi nhng cch thc t li ch khc - Kh bt chc: s khc bit khng th d dng bt chc bi cc i th cnh tranh - c chp nhn: ngi mua c th chi tr cho nhng s khc bit ny - Sinh li: cng ty c th t c li nhun bng cch a ra nhng s khc bit. Nhiu cng ty a ra s khc bit v tht bi trn mt hoc nhiu hn trong cac tiu ch trn. Khch sn Westin Stamford Singapore qung co mnh l khch sn cao nht th gii. Nhng cao ca khch sn li khng phi l tiu ch quan trng i vi nhiu khch du lch. Polarvision ca Polaroid, mc d l khc bit v kh bt chc, nhng n li khng vt tri thm ch l thp hn nhng cch thc chuyn ti tng i vi sn phm videocamera. Khi Turner Broadcasting System lp t mn hnh tivi vi CNN phc v khch hng ang ngn ngm ng xp hng tnh tin, nhng cng ty khng thc hin th nghim. V khch hng khng h mun xem tin tc khi xp hng tnh tin nh l mt ngun gii tr siu th, v Turner gim doanh thu tnh thu xung 16 triu USD. Trong khi Carpenter, Glazer v Nakamoto nh v cc nhn hiu ca mnh v c th to s khc bit mt cch thnh cng trn nhng c tnh khng quan trng. P&G to s khc bit cho ca ph ung lin Polger ca mnh bng tinh th ca ph hnh bng tuyt c to ra thng qua mt tin trnh c bo vc bn quyn duy nht. Trong thc t, hnh dng hat ca ph khng h quan trng v tinh th ca ph s tan ngay trong nc si. Chng ta s tm hiu cc cng ty s dng nhng s khc bit bn phn trn nh v cho cc sn phm v dch v ca mnh nh th no. nh v l hot ng thit k cung ng v hnh nh ca cng ty nhm to ra mt v tr khc bit trong tm tr ca th trng mc tiu. 2.1. nh v theo Ries v Trout Khi nim nh v c ph bin bi hai nh qung co Al Ries v Jad Trout. H xem nh v nh l mt bi tp sng to thc hin i vi sn phm hin ti: nh v bt u vi mt sn phm. C th l mt hng ha, mt dch v, mt cng ty, mt t chc nh ch hoc thm ch mt c nhn,... Nhng nh v khng phi l nhng g bn lm i vi sn phm. nh v l nhng g bn lm vi tm tr ca khch hng mc tiu. Ngha l, bn nh v sn phm trong tm tr ca khch hng. Ries v Trout lp lun rng nhng sn phm ni ting ni chung c mt nh v khc bit trong tm tr khch hng. Hertz c xem l mt t chc cho thu xe hi ln nht th gii, CocaCola l cng ty nc gii kht c ga ln nht th gii, v Porche l mt trong nhng nhn hiu xe hi th thao tt nht th gii. Nhng nhn hiu ny s hu nhng v tr inh v ny v rt kh 11

khn cho cc i th cnh tranh vi chng. Mt i th cnh tranh c bn la chn chic lc khc nhau. Trc ht, l cng c nh v hin ti ca mnh trong tm tr khch hng. Avis nhn thc c v tr th hai ca mnh trong ngnh cho thu xe hi v tuyn b rng Chng ti ng th hai v chng ti n lc nhiu hn. 7-Up t nh v mnh khng phi l nc ung cola bng cch qung co l Uncola (khng phi cola). Chin lc th hai l nm ly nhng v tr cha b chim gi. Hng chocola Three Musketeers t qung co mnh l t bo hn 45% so vi cc nhn hiu chocola khc. United Jersey Bank, cho rng nhng ngn hng ln thng chm chp hn trong vic cho vay, nh v mnh l ngn hng nhanh nhy nht. Chin lc th ba, nh v li hoc ph v nh v ca i th cnh tranh. Nhn hiu Wendy ni ting, vi hnh nh ngi ph n 70 tui ngm ngha bnh hamburger ca i th cnh tranh v hoi Tht b u? th hin s tn cng c th ph v nim tin ca khch hng i vi nh dn o th trng. Rie v Trout lp lun rng, trong mt x hi bng n qung co, tm tr ca khch hng thng bit cc nhn hiu di hnh thc mt thang cc sn phm, v d Coke Pepsi RC Cola hoc Hertz Avis National. Cng ty hng u thng c ghi nh nht. Chng hn, khi c hi Ai l ngi y tin bay mt mnh qua i Ty Dng thnh cng? chng ta s c cu tr li ngay Charles Lindbergh Khi c hi Ai l ngi th hai? chng ta li khng nh c. V l do , cac cng ty lun u tranh dnh v tr hng u. nh v l mt cng ty ln nht c th ch c nm gi bi mt cng ty duy nht. Nhn hiu th hai nn pht minh v hng n mt loi sn phm mi. Do vy 7-Up l mt Uncola, Porsche l nhn hiu xe hi th thao nh hng u, v Dial l nhn hiu x phng kh mi hng u. Nhng ngi lm marketing phi xc nh mt c tnh hoc li ch quan trng m mt nhn hiu c th s hu mt cch thuyt phc. Chin lc th t l chin lc cu lc b ring bit gi ln nh v cng ty l mt trong nhng cng ty ln nht trong ngnh. Chng hn, cng ty c th c ng cho tng l mt trong ba ngi khng l trong ngnh. tng Big Three do hang sn xut xe hi ln th ba, Chrysler pht minh ra (cng ty dn o th trng s khng ngh ra khi nim ny). Rie v Trout ch yu ban v chin lc truyn thng nh v v ti nh v nhn hiu trong tm tr khch hng. Tuy vy h nhn bit nh v yu cu tt c cc phng din hu hnh ca sn phm, gi, phn phi v truyn thng phi h tr chin lc nh v la chn. 2.2. C ng cho cac c im khc bit Mi cng ty phi quyt nh c ng cho bao nhiu s khc bit (v d, li ch, c tnh ca sn phm) i vi cc khch hng mc tiu ca mnh. Nhiu ngi lm marketing khuyn ch nn c ng mt li ch hoc c tnh quan trng. Rosser Reeves cho rng cng ty nn pht trin mt ha hn bn hng duy nht (USP) cho mi nhn hiu v gn b vi n. Kem nh rng Crest c ng mt cch nht qun cho kh nng bo v chng su rng ca mnh v Mercedes c ng cho thit k tuyt ho ca mnh. Ries v Trout ng h thng ip nh v c tnh nht qun. Mi nhn hiu nn la chn mt c tnh v lm tt c th hin mnh tt nht v c im sn phm . nh v tr s mt bao gm cht lng tt nht, dch v tt nht, gi r nht, gi tr nhiu nht, an ton nht, nhanh nht, p ng yu cu ca khch hng tt nht, thun tin nht, v cng ngh tin tin nht. Nu cng ty n lc cho mt trong nhng nh v ny v

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chuyn ti n, cng ty c th tr nn ni ting v c nh n vi sc mnh . Home Depot t c danh ting cho dch v tt nht trong s nhng ngi bn l sn phm gia dng. Khng phi tt c cc tc gi u ng vi tng rng nh v cho mt c tnh duy nht l cch tt nht. nh v cho hai s khc bit cng c th l cn thit nu hai hoc nhiu cng ty tuyn b l mnh tt nht trn cng mt c tnh. Steelcase, cng ty cung cp h thng ni tht vn phng hng u, tuyn b hai li ch dnh cho khch hng l thi gian giao hng tt nht v h tr lp t tt nht. Volvo nh v xe hi ca mnh l an ton nht v bn nht. Thm ch c c nhng cng ty thnh cng vi nh v trn ba c tnh, li ch. Smith Kline Beechan c ng kem nh rng Aquafresh cung ng ba li ch: bo v chng su rng, hi th thm tho hn v rng trng hn. Thch thc ca chin lc nh v ny l thuyt phc khch hng rng nhn hiu ca cng ty c th cung cp c ba li ch trn. Gii php ca Smith Kline l to ra ng kem nh rng vi ba mu, do vy v cm quan khng nh ba li ch trn. Va bng cch lm ny, cng ty tn cng vo ba phn on thay v ch mt. Khi cng ty tng s lng c tnh nh v cho nhn hiu ca mnh, h co th ganh chu ri ro do khch hng hoi nghi v mt i v tr r rng. Ni chung, cng ty phi trnh bn sai lm quan trng sau y: nh v qu m. Mt s cng ty khm ph rng khch hng c mt tng rt m nht v nhn hiu. Nhn hiu cng nh nhng nhn hiu khc trong mt m my m trn th trng. Khi Pepsi a ra nhn hiu Crystal Pepsi r rng vo 1993, khch hng khng n tng mt cch khc bit i vi sn phm ny. H khng nhn thy c tnh r rng quan trng nh th no i vi mt nhn hiu nc gii kht. nh v qu r. Ngi tiu dng c th c hnh nh qu hn hp, qu r v nhn hiu. V d, ngi tiu dng c th ngh rng nhn kim cng Tiffany bt u mc gi 5000 USD trong khi tht s Tiffany by gi bt u cung ng nhn kim cng vi gi t 1000 USD. nh v d nhm ln. Khch hng c th nhm ln hnh nh ca nhn hiu v cng ty tuyn b qu nhiu nh v hoc thay i nh v qu thng xuyn. l trng hp ca sn phm my tnh bn NeXT rt mnh ca hng Stephen Jobs, nhn hiu ny c nh v trc ht l cho sinh vin v sau l cho cc k s, v sau na l cho gii kinh doanh, nhng tt c u khng thnh cng. nh v ng ng. Ngi mua c th nhn thy rt kh tin vo cc nh v nhn hiu v cc c tnh, gi hoc ngi sn xut. Khi Cadillac ca General Motors a ra nhn hiu xe Cimarron, cng ty nh v nhn hiu xe ny l i th sang trng ca BMW, Mercedes v Audi. Mc d nhn hiu xe ny c trang b vi gh ngi bng da tht, gi hnh l, nhiu th m vng v biu tng Cadillac c gn trn khung xe, ngi tiu dng xem nhn hiu xe ny nh l mt phin bn c t v Cavalier ca Chevy v Firenza ca Oldsmobile. Mc d nhn hiu xe ny c nh v tt cn tt hn, nhng ngi tiu dng cm nhn n t hn trc.

Vic quyt inh vn nh v cho php cng ty gii quyt vn phi thc marketing. Tht vy, tuyn b nh v cht lng cao i hi cng ty phi sn xut nhng sn phm c cht lng cao, nh mt mc gi cao, phn phi thng qua nhng trung gian cao cp v qung co trn nhng phng tin i chng cht lng cao. 2.3. La chon c im khc bit inh vi

13

Mt trong nhng quyt nh quan trng v nh v ca cng ty l quyt nh lin quan n vic la chn s khc bit no nh v. Sau y l mt trong nhng cch thc m cc cng ty thng tin hnh a ra quyt nh quan trng ny. Gi nh cng ty xc nh c bn yu t nh v: cng ngh, chi ph, cht lng v dch v. Hin cng ty ang c mt i th cnh tranh quan trng. Cng ty s tin hnh nh gi tng quan gia cng ty v i th cnh tranh v mt s vn i n quyt nh.
Li th cnh tranh Cng ngh Chi ph Cht lng Dch v Cng ty i th cnh tranh 8 8 6 3 Tm quan trng ca vic ci thin Thp Cao Thp Cao Kh nng v tc ca cng ty Thp Trung bnh Thp Cao Kh nng ca i th cnh tranh Trung bnh Trung bnh Cao Thp Hnh ng nn lm Gi nguyn iu chnh iu chnh u t

8 6 8 4

C hai cng ty u c nh gi 8 im v cng ngh (im thp nht l 1 v cao nht l 10), iu c ngha l c hai cng ty u mnh ngang nhau v cng ngh. i th cnh tranh li c th mnh hn v chi ph (8 so vi 6 ca cng ty) trong khi cng ty c th mnh v cht lng. Cui cng c hai cng ty u c cng mc dch v di trung bnh. Phi nhn thy rng cng ty nn xem xt chi ph hoc dch v ci thin v tr ca mnh trn th trng. Tuy nhin, cc vn khc cng xut hin. Trc ht l khch hng mc tiu cm nhn nh th no v nhng ci thin ca tng c tnh ny. Ct th 4 ch ra rng chi ph v dch v l nhng yu t quan trng i vi khch hng. Nhng liu cng ty c th u t mnh cho dch v v chi ph v tc ci thin ca cng ty c nhanh khng? Ct th 5 ch ra cho chng ta thy rng i vic ci thin dch v cng ty c kh nng cng nh tc cao. Nhng liu cc i th cnh tranh c th chy theo cch thc ci thin dch v nh cng ty nay khng? Ct 6 ch ra rng i th khng c nhiu kh nng cng nh tc trong vic ci thin dch v. Da trn thng tin ny, ct cui cng ch ra hnh ng ph hp nht ca cng ty i vi tng li th cnh tranh. Cch thc tt nht i vi cng ty l u t cho dch v v c ng cho li th cnh tranh ny trn th trng. 2.4. Chin lc nh v Trc ht chng ta s xem xt mt cch tng quan nhng g lin quan n nh v chin lc v tho lun s la chn khi nim nh v. Tip theo, chng ta s xem xt cu thnh ca chin lc nh v v cc cu thnh ca nh v c kt hp nh th no trong chin lc tch hp. Cui cng chng ta s xem xt tnh hiu qu ca nh v c nh gi nh th no. nh v c th tp trung vo ton b cng ty, vo phi thc sn phm, mt dng sn phm c th hoc mt nhn hiu c th, mc du nh v thng hng vo nhn hiu. Tuy nhin, nh v gn lin vi chin lc kinh doanh. Cc vn nh v chin lc quan trng c th bt u vi th trng mc tiu vi nhng khch hng mc tiu, l trng tm ca chin lc nh v. Khi nim nh v ch ra vic nh v mong mun cho sn phm (nhn hiu) trong con mt v tm tr ca cc khch hng mc tiu. l s tuyn b ngha ca sn phm (nhn hiu) xut pht t nhng yu cu v gi tr ca khch hng trong th trng mc tiu. nh v nhm cung ng nhng xut gi tr thch ng cho mi phn on th trng mc tiu m t chc theo ui. Vic la chn nh v mong mun i hi phi c mt s hiu bit v nhu cu, mong mun ca khch hng cng nh nhng cm nhn ca h v cc nhn hiu cnh tranh. 14

Chin lc nh v l s kt hp cc chin lc, phi thc marketing s dng xy dng, th hin khi nim nh v n khch hng mc tiu. Chin lc nh v bao gm sn phm, cc dch v b tr, knh phn phi, gi v truyn thng c ng. Mc tiu nh v l lm cho mi nhm khch hng mc tiu nhn thc s khc bit ca nhn hiu ca cng ty so vi cc nhn hiu ca i th cnh tranh v so snh mt cch c li cho nhn hiu ca cng ty. Tt nhin, nh v hin ti ca nhn hiu c xc nh bi s nhn thc ca khch hng v chin lc nh v ca cng ty (v nhn thc ca khch hng i vi cc chin lc ca i th cnh tranh). nh v l lm vic vi con mt v tm tr ca khch hng. Thc thi chin lc nh v ca mt cng ty la nhm thuyt phc khch hng mt cch c li v v tri ca nhn hiu trong tm tri khach hang. Vic nh gi tnh hiu qu nh v xem xt mc thanh at cc mc tiu nh v cua cng ty i vi th trng mc tiu. Ngoi ra, mc tiu ca chin lc nh v l nhm to s ph hp gia cc nng lc khc bit ca t chc vi nhng yu cu v gi tr ca khch hng trong mi phn on th trng. V cui cng kt qu mong mun ca bt k chin lc nh v no cng nhm t c mt nh v lu di, khc bit v mnh m, v i vi khch hng mc tiu nh v ny l quan trng. Mt cch c th cc hot ng m t chc phi lm bao gm thit k v thc hin chin lc nh v (chng trnh marketing) cho mi phn on mc tiu. 2.4.1. La chn khi nim nh v Khi nim nh v l s cm nhn hoc s lin tng m ban qun tr mong mun cc khch hng phi c v nhn hiu sn phm ca cng ty. David Aaker v J. Gary Shansby pht biu v tm quan trng ca quyt nh ny: nh v c th l trng tm ca s cm nhn ca khch hng v quyt nh la chn ca h. Ngoi ra, v tt c cc yu t ca chng trnh marketing c th tc ng ln nh v, nn thng cn phi s dng chin lc nh v nh l mt trng tm ca vic pht trin chng trnh marketing. Mt chin lc nh v r rng c th m bo rng cc yu t ca chng trnh marketing l nht qun v h tr ln nhau La chn khi nim nh v l mt bc u tin rt quan trng trong vic pht trin chin lc nh v. Khi nim nh v v sn phm (nhn hiu) l ngha chung m khch hng cm nhn v hiu l chng ph hp vi s thch v nhu cu ca h Chin lc nh v l mt s kt hp cc hot ng phi thc marketing nhm thc hin khi nim sn phm (nhn hiu) trong mt nh v c th vi cc khch hng mc tiu. Khi nim nh v nn c lin kt vi s thch v gi tr ca khch hng. Khi nim nn mang tnh chc nng, biu tng hoc kinh nghim. Khi nim mang tnh chc nng ngha l cc sn phm gii quyt cc vn lin quan n vic tiu dng tha mn cc nhu cu tiu dng to ra bi cc yu t bn ngoi. Khi nim nh v mang tnh biu trng lin quan n cc nhu cu bn trong khch hng cho s t th hin, v th, thnh vin nhm hoc s khng nh ci ti. V d ng h Rolex. Cui cng, khi nim nh v mang tnh kinh nghim c s dng nh v sn phm em li cho khch hng cm gic thoi mi, s a dng v s kch thch nhn thc. BMW s dng khi nim kinh nghim nh v cc nhn hiu xe hi ca mnh bng vic ch trng vo kinh nghim li xe ca khch hng. Ba vn cn quan tm khi la chn khi nim nh v. Trc ht, khi nim nh v thng p dng cho mt nhn hiu c th hn l tt c cc nhn hiu ca mt sn phm v d nh kem nh rng. Th hai, khi nim c s dng hng dn quyt nh nh v trong sut chu k sng ca nhn hiu, phi hiu rng mt nh v c th cho nhn hiu c th thay i theo thi gian. Tuy nhin, s nht qun l rt quan trng. Th ba, nu hai hoc nhiu hn hai khi nim, 15

chng hn nh chc nng v kinh nghim, c s dng hng dn chin lc nh v, cc khi nim c th lm nhm ln khch hng v c th lm gim tnh hiu qu ca cc hot ng nh v. Tt nhin, khi nim c th c la chn c th khng ri vo mt trong ba loi trn mt cch r rng. 2.4.2. Quyt nh nh v quyt nh nh v, vic nghin cu nh v ca cc nhn hiu cnh tranh s dng cc c tnh quan trng i vi cc khch hng tim nng v hin ti ca cc nhn hiu cnh tranh la rt hu ch. Mc tiu l tm ra v th c yu thch ca cc khch hng trong mi phn on ma cng ty quan tm v so snh v th c yu thch ny vi v th hin ti ca cc nhn hiu cnh tranh. T , ban qun tr xac lp mt v th khc bit tng ng vi v th m khch hng yu thch trong phn on mc tiu m cng ty quan tm. 2.4.3. Pht trin chin lc nh v Sau khi quyt nh nh v nhn hiu va sn phm, cng ty phi tin hnh pht trin chin lc nh v mt cch c th. Chin lc nh v t cc b phn ca chng trnh marketing vo trong mt tp hp cc hnh ng c phi hp v thit k nhm t c cc mc tiu nh v. Pht trin chin lc nh v bao gm xc nh cc hot ng v cc kt qu theo mi b phn ca chng trnh marketing (sn phm, phn phi, gi v truyn thng c ng) s chu trch nhim, quyt nh chi tiu cho ton b chng trnh va phn b chi tiu cho mi chng trnh b phn. La chn chin lc nh v c th lin quan n mt s kt hp cc lp lun v kinh nghim ca ban qun tr, kinh nghim t nhng sai lm, mt s bin php th nghim v i khi l thc hin cc nghin cu. Trc ht chng ta s xem xt mt s vn lin quan n cc hot ng h tr chin lc inh vi trn thi trng mc tiu. 2.4.4. Cc hot ng h tr inh vi trn thi trng mc tiu Chin lc nh v trng tp trung vo mt nhn hiu hoc mt dng cc sn phm c lin quan n th trng mc tiu c th. Chin lc tp trung vo c im ca nhn hiu hoc rng hn ph thuc vo cac nhn t nh qui m th trng, cc c im ca sn phm hoc dch v, s lng sn phm lin quan v mi quan h tng tc ca cc sn phm trong hoan cnh s dng ca khch hng. Chng hn, chng trnh marketing ca J&J, P&G v Sara Lee nh v cc nhn hiu khc nhau ca h, trong khi cc cng ty nh General Electric Compagny, Caterpillar, IBM v Nike s dng tn cng ty nh v dng sn phm hoc danh mc sn phm (phi thc sn phm). Trong khi phc v mt s th trng mc tiu, mt chin lc chung bao ph nhiu phn on c th s dng cho mt s b phn ca chng trnh marketing. Chng hn, qung co c th c thit k thu ht nhiu hn mt phn on hoc vi cng mt sn phm c th nhm vo cc khch hng khc nhau thng qua cc knh phn phi khc nhau. 2.4.5. Quyt nh chng trnh marketing Chin lc nh v ca Pier 1 Imports s minh ha lm th no nh bn l chuyn bit kt hp cc b phn ca phi thc marketing trong chin lc tch hp. Cng ty cnh tranh Canada, M, Anh, Puerto Rico v Mexico. Doanh thu ca Pier 1 nm 2001 at trn 1,5 t USD, tng gn 60% so vi nm 1996. Li nhun cng tng tng t. Chin lc nh v ca Pier 1 bao gm sn phm duy nht, qung co quc gia, cc ca hng nhng v tr chin lc, khng gian ca hng hp dn, duy tr dch v khch hng v hin i ha h thng bn l. Chin lc sn phm: Danh mc sn phm ca Pier 1 bao gm cc ni tht gia nh v cc sn phm phng ng v phng tm. Sn phm ca cng ty l duy nht, lun lun i mi v c nhp khu t 1500 nh cung cp 60 nc khc nhau trn th gii. Mc tiu ca ban 16

qun tr l nhm to ra khng gian ca hng t nhin, to cm gic. Hng ha cung ng cho cc khch hng c hi tha mn mong mun ca h v s a dng. Chin lc chui gi tr: Nh bn l qun tr chui gi tr t nh cung ng n cc khch hng cui cng, tch hp mng li cung ng ton cu vi cc ca hng bn l. Pier 1 c hn 800 ca hng 48 bang M. N s dng nhng trang web bn l s dng tranh vui v thit b h tr t khp ni khch hng c th tip cn mt cch nhanh chng v tin li. Cac ca hng co nhiu ca s, bai tr bn trong v bn ngoi c thit k hp dn. H thng thng tin c thit lp trong ton b cc b phn chc nng ca cng ty nhm cung cp thng tin thi gian thc (real time) qun l vic kinh doanh. Chin lc nh gi: Mng li gi tr ton cu ca Pier 1 v b quyt mua hng em li kt qu chi ph hng ha cho php cng ty cung ng hng ha vi gi hp dn. Cc nc nh Trung Quc, Indonesia, n sn xut mt phn ln cc sn phm ca Pier 1. Chin lc nh gi ch trng gi tr v tnh c o ca sn phm. Chin lc truyn thng marketing: Nh bn l s dng s kt hp hiu qu gia qung co, khuyn mi, bn hng c nhn v quan h cng chng truyn thng vi khch hng. Chin lc qung co mnh m trn truyn hnh quc gia nh v Pier 1 nh mt ni vui v v thch hp mua sm. Qung co trn truyn hnh v s khuych trng ca hng gip to ra s tng trng doanh thu ng n. Cc qung co in mu hp dn khuyn khch khch hng i do cc ca hng bng cch ti tr cc s kin bn hng thng. Nhng nh qun l ca hng kinh nghim v cc tr l bn hng truyn b vn ha t chc nh mt cng ty nh hng khch hng. Chnh sch dch v khch hng tuyn b: Khch hng lun lun ng. Li th cnh tranh: Li th ca Pier 1 l s kt hp gia gi tr v s c o ca hng ha c nh gi mt cch rt cnh tranh. Nh bn l chuyn bit rt hiu qu trong vic xy dng hnh nh nhn hiu v s trung thnh ca khch hng. Vic u t lin tc ca ban qun tr vo vic nghin cu th trng, duy tr chin lc ca nh bn l tp trung vo nhu cu v mong mun ca khch hng. Sau y l bng tm tt cc quyt nh khc nhau khi pht trin chin lc nh v. Mt s hnh ng trong ny c minh ha trong v d ca Pier 1 trn y. Chng ta s xem xt tng phn cu thnh ca chin lc nh v trong cc chng tip theo. Mc tiu trc ht l lm th no cho tng cu thnh ph hp vi chin lc nh v. Khi nim nh v l tm im ct li ca vic thit k chin lc tch hp. Chin lc nh v ch ra lm th no (v ti sao) phi thc sn phm, dng sn phm hoc nhn hiu c nh v cho mi phn on th trng mc tiu. Chin lc ny bao gm: Chin lc sn phm, bao gm c vic sn phm s c nh v nh th no so vi cc i th cnh tranh trn th trng/sn phm . Chin lc phn phi (chui gi tr) c s dng. Chin lc nh gi, bao gm vai tr v s nh v ca gi so vi cc i th cnh tranh. Chin lc qung co v khuyn mi bn hng v cc mc tiu m cc cng c truyn thng c ng ny mun t c. Chin lc marketing trc tip v lc lng bn hng ch ra chng c s dng nh th no trong chin lc nh v

Cc mi quan h chc nng: Nhng ngi c trch nhim i vi cc b phn cu thnh ca chin lc nh v (sn phm, phn phi, gi v truyn thng c ng) thng c giao cho cc b phn chc nng khc nhau trong t chc hoc trong n v kinh doanh. S phn chia trch nhim ny (v c ngn sch) cng lm r tm quan trng ca vic phi hp cc chin lc nh v. Trch nhim phi c giao cho mt b phn c nhim v phi hp v qun l tt c cc 17

phng din ca chin lc nh v. Mt vi cng ty s dng nhm chin lc gii quyt vn ny. Cc nh qun l nhn hiu v sn phm c th c giao trch nhim phi hp chin lc nh v gia cc n v chc nng.
Hinh 8.1: Tich hp cac yu t marketing trong pht trin chin lc nh v
Chin lc Chin lc nh v sn nh v sn phm phm Mc tiu v Mc tiu v sn phm sn phm

Chin lc Chin lc sn phm sn phm /dch v /dch v Mc tiu Mc tiu phn phi phn phi Kiu knh Kiu knh phn phi phn phi Mt Mt phn phi phn phi Cu trc Cu trc knh knh Chin lc Chin lc qun tr knh qun tr knh nh v gi nh v gi so vi TCT so vi TCT Gi linh Gi linh hot hot Mc tiu Mc tiu nh gi nh gi Chin lc Chin lc qun tr gi qun tr gi Chin lc Chin lc phn phi phn phi

Chin lc Chin lc nhn hiu nhn hiu Chin lc Chin lc qun tr SP qun tr SP

Chin lc Chin lc nh gi nh gi

Mc tiu, Mc tiu, vai tr Qco, vai tr Qco, bn hng bn hng

Chin lc Chin lc sng to sng to
Chin lc Chin lc phng tin phng tin truyn thng truyn thng

Chin lc nh v

Vi tr v Vi tr v mc tiu ca mc tiu ca lc lng ban lc lng ban Chin lc Chin lc v qui m v qui m v dn tri v dn tri Chin lc Chin lc qun tr lc qun tr lc lng ban lng ban

Chin lc Chin lc truyn thng truyn thng c ng c ng

Chin lc Chin lc qun tr QC qun tr QC

Chin lc v Chin lc v lc lng bn lc lng bn hng hng

18

2.5. Truyn thng nh v ca cng ty Mt khi cng ty pht trin mt chin lc nh v r rng, cng ty phi truyn thng nh v mt cch hiu qu. Gi nh rng cng ty la chn chin lc cht lng tt nht. Cht lng c truyn thng bng cch la chn nhng c im c th, hu hnh m khch hng bnh thng c th nh gi c. Cht lng cng c truyn thng thng qua cc yu t marketing khc. Gi cao thng l mt du hiu ca sn phm cht lng cao i vi ngi mua. Hnh nh cht lng sn phm cng chu s tc ng bi vic bao gi, phn phi, qung co v truyn thng c ng. Sau y l mt s tnh hung m hnh nh cht lng nhn hiu b tn hi: Mt nhn hiu thc phm ng lnh ni ting nh mt hnh nh uy tn ca mnh v bn h gi qu thng xuyn. Hnh nh ca mt nhn hiu bia hng u b tn thng khi n chuyn t chai sang lon. Knh truyn hnh c xem nhiu nht mt i hnh nh cht lng khi cc ca hng bn hng i tr bt u xut hin trn . Danh ting ca nh sn xut cng ng gp vo nhn thc v cht lng. Mt vi cng ty ng h tuyt i cho cht lng, khch hng hy vng rng sn phm ca IBM v Nestl c sn xut tht tt. Nhng cng ty nhanh nhy truyn thng cht lng ca mnh cho ngi mua v m bo s tha mn khch hng hoc s tr li tin nu khng tha mn. 3. Chin lc ti nh v sn phm Thng thng mt sn phm cn c ti nh v. iu ny xy ra nu: (a) cch thc cnh tranh l nh v k sau mt nhn hiu, to ra mt hiu ng ngc n th phn ca n; (b) s thch khch hng thay i, (c) tp trung u tin khch hng mi bng nhng c hi ha hn vi khch hng, (d) sai st trong ln nh v u tin. Khi A & W th nghim vi th trng mt quc gia nm 1989 vi soa kem. H tht bi. Kt qu nghin cu ch ra rng cc khch hng nhn thy soa kem c ngun gc t dng h bia. V ng ra th cng ty phi ti nh v nhn hiu l mt loi nc soa ring bng cch nhn mnh mt loi kem vani thng qua qung co v ng gi. Nu theo cch ti nh v nh vy, doanh s bn soa kem ny c th tng ln nhanh chng. Nhiu nm qua, nh v ca Coca-Cola lun c thay i duy tr cho ph hp vi nhng thay i ca th trng. Trong nhng nm gn y, khu hiu qung co ca Coca-Cola lun c pht trin t "Mi iu s tt hn vi Coke" n "Ch c th l Coke", "Can't beat feeling", "Catch to Wave", "Always new, always real, always you, always Coke". Vin cnh hin ti trong nh v ca Coca-Cola l tin n th h chung ca nhng con ngi tr tui. Nhng ri ro ko theo trong nh v v ti nh v mt sn phm hoc dch v l rt cao. Nhng k thut trong vic to ra cm gic c th c s dng mt cch hu ch gim bt nhng ri ro. Trnh t gic quan gip kim sot v tr ca sn phm lin quan n nhng sn phm cnh tranh. V n c th gip c cc nh chin lc marketing: Bit c cch sn phm hay dch v cnh tranh c nhn thy nh th no bng nhng nhm khch hng khc nhau theo im mnh v im yu. Bit c s ging v khc nhau gia sn phm v dch v cnh tranh. Bit c cch thc ti nh v mt sn phm hin ti trong nhn thc ca nhng phn on ngi tiu dng. 19

nh v mt sn phm hay dch v mi trong mt th trng c thit lp. Theo di c quy trnh ca mt chin lc c ng hay chin lc marketing da vo cm nhn ca nhng phn on khch hng mc tiu

V c bn, c ba cch thc ti nh v mt sn phm: ti nh v gia nhng khch hng hin ti, ti nh v gia nhng khch hng mi, v ti nh v cho nhng cng dng mi. Ni dung s c tho lun chi tit hn v ti nh v lun phin. 3.1. Ti nh v i vi cc khch hng hin ti Ti nh v mt sn phm gia cc khch hng hin ti c th hon thnh bng vic c ng cho nhiu cch s dng khc nhau i vi nh v ny. em li s pht trin mi cho ngnh kinh doanh ca mnh, Du Pont thng qua chin lc ti nh v bng cch y mnh "s sng to thi trang" cho loi bt tt mu. S n lc ny nhm trc tip vo hng m rng b su tp hng dt kim ca ph n, v to ra mt tng thi trang mi cho hng dt kim: hng dt kim khng n gin l nhng hng trung tnh, hn th na, kiu mu v mu sc ph hp c th lm cho t o qun ca ph n y hn. Tp on General Foods ti nh v cho Jell-O tng doanh s bn bng cch khuyn cao n c th dng cho rau sa-lat. khuyn khch vic s dng ny, cng ty gii thiu mt loi Jell-O khc c hng v rau. Mt chin lc tng t nh th cng c lm theo bi cng ty 3M, h gii thiu mt dng sn phm bng giy Scotch c mu, c trang tr, khng thm nc, c th nhn thy c dng lm giy gi qu. Mc ch khc ca ti nh v i vi ngi s dng hin ti l tng vng i cho mt sn phm bng cch a ra nhng c tnh mi vao sn phm c th to ra v duy tr c nhng xu hng mi v nhng tng mi. Ti nh v i vi ngi s dng hin ti s lm tng sn lng bn sn phm cng nh kh nng li nhun. 3.2. Ti nh v i vi cc khch hng mi Ti nh v i vi nhng khch hng mi - nhng ngi vn cha c sn thin ch vi sn phm - i hi phi c th hin n vi mt hng khc. lm c iu ny, cn phi rt thn trng, trong qu trnh li cun nhng khch hng mi, khng c th vi nhng khch hng hin ti. N lc ca Miller chinh phc khch hng mi i vi sn phm bia High Life rt ng ghi nh. Khong 15% dn s tiu th ht 85% sn phm bia c bn ra ti M. Khu hiu ca Miller l bia chai vng nht li cun hp dn hn cho c ngi ung nh v ngi ung mnh. Hnh nh ny hng vo tm tr khch hng v mt s thanh lch nh nhng ca mt sn phm bia. Miller quyt nh ti nh v sn phm nhm li cun rng ri nhng ngi ung bia m khng lm gim i sc mnh kinh doanh sn phm hin ti ca h. Sau hng lot nghin cu, Miller tn cng bng mt chin dch c ng c xy dng xoay quanh khu hiu: Nu bn c thi gian gii tr, chng ti lun c bia. Chin dch ny t c thnh cng cao. Thng qua mt slogan mi, nhn hiu truyn thng c 3 iu ngha: l gi tr ca mt sn phm cht lng s do thi gian quyt nh, l s thn thin, c chng mc, v cui cng l s gii tr v thng thc sau mt ngy lm vic y p lc. Ti Du Pont, nhng ngi s dng mi c th c to ra nh kt hp may mc hng dt kim gia thanh nin v thiu nin. iu ny c th t c thng qua vic thc hin mt chin dch qung co mi nhn mnh n nhng phong cch v nhng sn phm tr trung li cun nhng khch hng tr. Tng t nh vy, Jell-O cng to ra nhng ngi s dng mi v khi h ngh ti Jell-O l ngh ti mn bnh ngt hay mn sa-lat. Jell-O qung co theo mt tng mi l nh hng theo thi trang - sc mnh ca s li cun. 20

C thm mt khch hng mi cho mt sn phm to iu kin m rng th trng, v theo cch sn phm c th trn tng trng v pht trin. Ti nh v i vi nhng ngi s dng mi cng c th gia tng kh nng li nhun bi v rt t nhng s u t no m c th b c chi ph c ng, m nht thit cn phi thc hin. 3.3. Ti nh v cho cng dng mi Ti nh v cho nhng cng dng mi i hi phi tm kim nhng cch s dng gn y ca sn phm. Trng hp sn phm nc ung soda ca Arm v Hammer l mt v d in hnh v vic s dng sn phm cha c bit n trc . Ngy nay sn phm ny ph bin nh mt loi nc kh mi, v vic kh bt hay cha l mt cch dng hnh thnh sn phm ny. Mc d c nhiu cch thc khc nhau khm ph ra nhng cng dng mi ca sn phm , nhng cch tt nht khm ph l phi nm r c nhng cch thc s dng sn phm ca khch hng. Nu tm thy ng o khch hng s dng sn phm v mt mc ch li ch no nhiu hn th mc ch th s c ch pht trin vi bt k s thay i cn thit no. Ti nh v cho s dng mi c minh ha bng hiu qu ca s nh hng trong vic m rng kinh doanh ca hng Disney World. Nm 1991, hng thnh lp b phn Disney Fairy Tale Weddings, v c c 200 dch v ci trong mt nm vi chi ph mi nm 10.000 USD. Ti Du Pont, cng dng mi ca nylon nhy sang nhng loi hnh hng dt kim khc nhau (m rng thm bit tt di v bit tt ngn), trang sc, Cng dng mi ny gi nylon trn con ng pht trin: khn chong len vo nm 1945, trang sc c ng sc nm 1948, vi si 1955, thm tri bng si nm 1959, Nu khng c nhng s dng mi ny th nylon i n tnh trng bo ho hoc gim dn vo 1962. General Foods tm thy cc ph n s dng mt loi phn bt trong sut ho tan vo nc lm chc mng tay ca h. Theo tng ny, General Foods gii thiu mt sn phm Jell-O tng mi thm lm p mng tay. Chin lc s dng mi ny trc tip thay i s tng trng doanh s, da vo cng dng ban u. Chin lc ny c kh nng tng doanh s bn, th phn v kh nng li nhun. 3. CC CHIN LC MARKETING THEO CHU K SNG SN PHM Chin lc nh v v to s khc bit ca cng ty phi thay i khi sn phm, th trng v i th cnh tranh thay i theo thi gian. Chng ta s m t khi nim v chu k sng sn phm v nhng thay i thng din ra khi sn phm tri qua cc giai on ca chu k sng khc nhau v theo chin lc marketing cng phi iu chnh cho ph hp. 3.1. Gii thiu chung v chu k sng ca sn phm Ni v chu k sng ca sn phm, chng ta c th cp n mt s vn sau: - Sn phm c mt i sng c gii hn - Doanh thu ca mt sn phm tri qua nhng giai on khc nhau, mi giai on t ra nhng thch thc, c hi v vn khc nhau i vi ngi bn - Li nhun tng v gim cc giai on khc nhau ca chu k sng - Sn phm oi hi cc chin lc ngun nhn lc, mua hng, sn xut, ti chnh v marketing khc nhau trong mi giai on ca chu k sng. Hnh 8.2: Doanh thu va li nhun thay i theo chu ky sng cua san phm
Doanh thu v li

Doanh thu

21

Li nhun
nhun

Gii thiu

Tng trng

Bo ha

Suy tn

Hu ht chu k sng ca sn phm c dng chung v ng cong ny c chia thnh bn giai on: gii thiu, tng trng, bo ha v suy thoi. Giai on gii thiu: l giai on m s tng trng doanh thu rt chm v sn phm mi c a vo th trng. Li nhuan gn nh l khng tn ti trong giai on ny v nhng chi tiu ln cho vic gii thiu sn phm. Giai on tng trng: l giai on m th trng tip nhn sn phm rt nhanh v nhng ci thin quan trng v li nhun. Giai on bo ha: l giai on pht trin chm li v thm ch gim st v doanh thu v sn phm t c s chp nhn ca hu ht khch hng tim nng. Li nhun n nh hoc gim st v cnh tranh tng ln. Giai on suy tn: l giai on khi doanh thu gim st mnh v li nhun b si mn.

Khi nim PLC c th c s dng phn tch loi sn phm, hnh thc sn phm, sn phm hoc nhn hiu. - Loi sn phm c chu k sng di nht. Nhiu loi sn phm tn ti trong giai on bo ha mt cch v thi hn v tng trng ch theo t l tng trng dn s. Mt s loi sn phm quan trng nh my nh ch, bo in c v bc vo giai on suy tn ca chu k sng. Mt s khc nh my in, my in thoi di ng, nc ung ng chai r rng l ang trong giai on tng trng. - Hnh thc sn phm: tun th theo ng chun ca ng cong chu k sng. My nh ch c tri qua cc giai on gii thiu, tng trng, bo ha v suy thoi, nhng hnh thc sn phm k tip ca n nh my nh ch in v my nh ch ien t - tri qua cng nhng giai on ca chu k sng nh n. - Sn phm: c dng chu k sng chun v c mt vi dng chu k sng khc. - Nhn hiu sn phm: c th c ng cong chu k sng di hoc ngn. Mc d nhiu nhn hiu mi cht sm, mt s nhn hiu nh Ivory, Jell-O, Hersheys c chu k sng rt di v c s dng t tn cho nhng sn phm mi tung ra sau. Hersheys thnh cng trong vic tung ra cc nhn hiu nh Hersheys Hugs, Hersheys Kisses vi Almonds, v koHersheys Cookies&Mint. Hersheys tin rng n c th duy tr nhn hiu mnh ca mnh mi mi. Mt s dng chu k sng khc Khng phi tt c cc sn phm u tun th dng chu k sng hnh chung nh trn. Cc nh nghin cu xc nh c t sau n 17 dng ng cong khc nhau. Dng pht trin - gim t ngt -bo ha (hnh a) c trng cho nhng sn phm c doanh s tng nhanh khi mi tung ra th trng ri sau st gim rt nhanh chng do nhng ngi sm chp nhn sn phm nay thay th chng,sau doanh s chng li do nhng ngi chp nhn mun bt u mua sn phm. 22

Dng chu k - chu k lp li (hnh b) biu th chu k sng ca nhng sn phm (v d nh dc phm mi) m thi gian u nh qung co mnh m nn doanh s tng nhanh, iu ny to ra chu k th nht. Sau doanh s bt u gim v doanh nghip li tip tc m mt t qung co sn phm mt ln na lm xut hin chu k th hai thng c qui m nh hn v thi gian ngn hn. Dng PLC dng sng (hnh c) tiu biu cho nhng sn phm m doanh s ca chng tri qua mt chui chu k sng do pht hin ra nhng c tnh mi ca sn phm, nhng cng dng mi hay nhng ngi s dng mi. V d nilon c chu sng dng hnh sng, v n c thm nhiu cng dng mi nh lm d, bt tt, lt, o smi, thm... c pht hin dn qua thi gian. Hnh 9.2: Cc dng ch yu chu k sng ca sn phm
Khi lng tiu th Khi lng tiu th Khi lng tiu th

(a) Dng pht trin-st t ngt-chn mui

(b) Dng chu k-chu klp li

(c) Dng sng

Khi tung sn phm mi ra th trng, doanh nghip cn d bo hnh dng ca chu k sng sn phm da trn nhng yu t nh hng n di tng giai on. i vi cc sn phm thng thng, thi gian pht trin ngn hn v t tn km hn so vi cc sn phm cng ngh cao. Sn phm mi s c thi gian gii thiu v pht trin ngn nu n khng i hi chun b c s vt cht mi cho cc knh phn phi, vn chuyn hay thng tin lin lc, hay nu cc trung gian phn phi sn sng tip nhn v khuch trng sn phm, hoc ngi tiu dng quan tm n sn phm mi, s sm chp nhn v khuyn co nhng ngi khc cng mua sn phm. Sn phm mi s c thi gian sung mn ko di nu th hiu ca ngi tiu dng, cng ngh sn xut sn phm kh n nh v doanh nghip vn duy tr c v tr dn u trn th trng. Cc doanh nghip thng thu hi vn u t v kim li trong giai on sung mn ca sn phm. Thi gian suy tn s ko di ra nu th hiu ca ngi tiu dng v cng ngh ca sn phm thay i chm. 3.2. Chin lc marketing: Giai on gii thiu sn phm Giai on ny bt u khi c sn phm mi ln u tin c em ra bn trn th trng. Vic gii thiu phi mt mt s thi gian nn mc tng doanh s s rt chm. Buzzel xc nh mt s nguyn nhn ca s tng trng chm l v s m rng nng lc sn xut; cc vn k thut; chm tr trong vic c c mng li phn phi thch ng i vi h thng ca hng bn l; v s chng i ca khch hng trong vic thay i hnh vi c xc lp. Vic bn nhng sn phm mi t tin nh TV nt cao cng b chm tr v nhng yu t khc nh sn phm phc tp v ngi mua t. Ngoi ra trong giai on ny, mc li c th l m hoc rt thp v doanh s t m chi ph phn phi v qung co li cao. Rt nhiu tin bc cn u t hp dn cc nh phn phi. Cc 23

chi tiu c ng chim t l cao trong tng doanh thu v nhu cu (1) thng bo n khch hng tim nng; (2) khuyn khch dng th sn phm; (3) m bo phn phi trong cc ca hng bn l. Cng ty tp trung vic bn hng vo nhng khch hng sn sng mua nht, thng l nhng nhm khch hng c thu nhp cao. Gi c xu hng cao v chi ph cao do u ra thp, v cc vn cng ngh trong sn xut v t l u t h tr cho chi tiu c ng rt ln. Bng vic tung ra mt sn phm mi, qun tr marketing c th nh mt mc thp hoc cao cho cc bin s marekting (gi, c ng, phn phi, cht lng sn phm). Xem xt ch hai bin s l gi v c ng, ban qun tr c th theo ui mt trong bn chin lc Chin lc ht vng nhanh l chin lc tung sn phm mi ra th trng vi mc gi ban u cao v mc c ng cao. Doanh nghip tnh gi cao m bo li gp tnh trn n v sn phm mc cao nht. Doanh nghip chi ph nhiu cho cc hot ng c ng nh qung co, khuyn mi,... thuyt phc khch hng v li ch ca sn phm v tng cng tc thm nhp th trng. Chin lc ny thng c p dung trong nhng trng hp phn ln th trng tim nng cha bit n sn phm; nhng ngi bit n sn phm mong mun c c sn phm v sn sng tr gi cao mua c sn phm ; doanh nghip ng trc s cnh tranh tim tng; v khi doanh nghip mun to ra s a thch nhn hiu. Chin lc ht vng chm l chin lc tung sn phm mi ra th trng vi mc gi ban u cao v mc c ng thp. Doanh nghip tin rng gi cao s to ra mc li gp cao trn n v sn phm , cn mc c ng thp s gi cho chi ph marketing mc thp, v do s ht c nhiu li nhun trn th trng. Chin lc ny c p dng khi th trng c qui m hn ch; phn ln th trng bit n sn phm; ngi mua sn sng tr gi cao ; v cnh tranh tim tng cha c kh nng xy ra. Chin lc thm nhp nhanh l chin lc tung sn phm mi ra th trng vi mc c ng cao v mc gi ban u thp, vi hy vng t c tc thm nhp nhanh v th phn ln nht. Chin lc ny ch ph hp khi th trng ln v cha bit n sn phm; hu ht mi ngi mua u nhy cm i vi gi c; th trng tim n kh nng cnh tranh gay gt; doanh nghip c th t c hiu qu kinh t theo qui m v tch ly c kinh nghim sn xut. Chin lc thm nhp chm l chin lc tung sn phm mi ra th trng vi mc gi ban u thp v mc c ng thp. Gi thp s khuyn khch khch hng nhanh chng chp nhn sn phm, chi ph c ng thp nhm t mc li rng cao. Chin lc ny thch hp vi th trng c nhu cu co dn mnh theo gi, nhng t co dn theo cc yu t c ng; th trng c qui m ln, bit r sn phm; v c mt s kh nng cnh tranh tim tng. Chin lc ht vng v thm nhp s c bn k hn trong chng 10 v nh gi. giai on ny, ch c mt s t i th cnh tranh v h c th sn xut nhng mt hng v c bn ging vi mt hng mi v th trng lc ny cha thch hp cho nhng ci tin sn phm. Doanh nghip tp trung vo nhng khch hng sn sng mua nht, thng l nhng khch hng c thu nhp cao. Gi c c xu hng cao bi v: ph tn cao do sn lng tng i thp; cc vn k thut trong sn xut c th vn cha gii quyt xong; cn c mc li cao b p chi chi ph qung co ln n mc cn thit t c s pht trin. Li th ca ngi i tin phong Cc cng ty c nh tung mt sn phm mi phi quyt didnhj khi no tham gia vo th trng. L ngi u tin c th c tng thng rt hu, nhng ri ro v tn km. L ngi i sau th s ph hp nu cng ty c th em li sc mnh cng ngh, nhn hiu hoc cht lng cao hn. Tc i mi pht minh l mt trong nhng c tnh quan trng trong thi i m chu k sng sn phm ang ngy cng ngn li. Cc i th cnh tranh trong nhiu ngnh hc hi v 24

cc cng ngh mi v cc c hi th trng mi cng mt lc. Nhng cng ty u tin tm ra c nhng gii php hu hiu s tn hng c nhng li th ca ngi i u trn th trng. L ngi i sm thay v chm tr s c tng thng. Mt nghin cu tm thy rng sn phm ra i su thng vi cng mc ngn sch ch t li nhun trung bnh t i 33% trong nm nm u, cc sn phm c tung ra ng thi im nhng vi ngn sch cao hn 50% ch chu s gim li nhun ch 4%. Hu ht cc nghin cu u ch ra rng nhng ngi tin phong t c hu ht cc li th. Nhng cng ty tin phong c th k n nh Amazon.com, Campbell, Coca-cola, Eastman Kodak, Hallmark, Peapod.com v Xerox pht trin mt s thng tr th trng vng chc. Robinson v Fornell nghin cu nhiu khch hng ln tui v nhng khch hng t chc mua hng cng nghip v tm ra rng nhng ngi i tin phong thng chim th phn cao hn mt cch ng k so vi nhng ngi theo sau sm v nhng ngi thm nhp tr. Nghin cu ca Urban cng tm ra nhng li th ca ngi i u: ngi i th hai thng ch t c 71% so vi th phn ca ngi i u tin, v ngi th ba ch t c 58% th phn ca ngi i u. Carpenter v Nakamoto tm ra c rng 19 trong s 25 cgn ty l ngi dn o th trng vo nm 1923 vn lun dn u th trng vo nm 1983 ngha l 60 nm sau. Vy u l ngun gc ca nhng li th ca ngi i tin phong? Nghin cu ch ra rng khch hng thng thch nhng nhn hiu tin phong. Nhng ngi s dng sm s yu thch nhng nhn hiu tin phong nu h th dng v thy thch chng. Nhn hiu ca ngi i u cng thit lp nhng c tnh ca dng sn phm . Nhn hiu ca ngi i u thng hng n on gia ca th trng v do vy tip cn vi nhiu ngi s dng hn. Cng c nhng li th ca ngi sn xut lin quan n kinh t theo qui m, s dn o v cng ngh, s hu nhng ti sn khan him v nhng ro cn thm nhp khc. Tuy nhin li th ca ngi i tin phong khng phi l lun hin nhin. Cng c nhng nhn hiu i tin phong b tht bi v b qua mt bi nhng nhn hiu i sau nh Bowmar (my tnh cm tay), Reynolds (vit ballpoint) v Osborne (my tnh xch tay). Schnaars nghin cu 28 ngnh ni m nhng ngi bt chc vt qua mt nhng ngi khi xng. ng tm ra mt s im yu ca nhng ngi i tin phong tht bi, bao gm sn phm mi cn qu non nt v c nh v mt chc khng ph hp trc khi c nhiu nhu cu i vi sn phm; chi ph pht trin sn phm vt qu ngun lc ca cng ty; thiu ngun lc cnh tranh vi cc cng ty thm nhp sau; v thiu k nng qun l v tnh t mn. Nhng ngi bt chc thnh cng c gng, n lc bng cch cung cp gi thp hn, ci tin sn phm thng xuyn hoc s dng sc mnh th trng vt qua ngi i tin phong. Golder v Tellis a ra mt s nghi ng v li th ca ngi i u. H phn bit gia nhng ngi pht minh (l ngi u tin pht trin tng v loi sn phm mi) vi ngi khi xng sn phm (l ngi u tin pht trin mt sn phm vn hnh) vi ngi khi xng th trng (ngi u tin bn loi sn phm mi). H cng gp nhng ngi khi xng khng tn ti trong mu nghin cu ca mnh. H kt lun rng mc d nhng ngi khi xng c th vn c li th, th n c v t c tuyn b hn khng nh. Mt s ln nhng ngi tin phong trn th trng tht bi so vi c bo co v mt s ln nhng ngi dn o th trng sm (ch khng phi nhng ngi i tin phong) thnh cng, c bit nu h l ngi i tin phong trn th trng nh IBM vt qua Sperry trong lnh vc my tnh ln, Matsushita vt qua Sony trong lnh vc VCRs, Texas Instruments vt qua Bowmar trong lnh vc my tnh cm tay, v GE vt qua EMI i vi sn phm thit b scan CAT. Trong mt s hon cnh ph hp, nhng ngi thm nhp tr c th vt qua li th ca ngi i u. Do vy, cnh bo i vi ngi i u, theo Robertson v Gatignon, c th theo ui mt s chin lc phng nga nhng ngi thm nhp sau khi vic nh bt nhng ngi i tin phong. 25

Ngi i tin phong nn nhn nhn cc th trng sn phm khc nhau m n c th tham gia khi khi u v nhn thc rng mnh khng th tham gia tt c th trng cng mt lc. Gi nh rng vic phana tch phn on th trng cho kt qu l mt s phn on th trng sn phm c ch ra trong hnh sau. Ngi khi xng phi phana tch li nhun tim nng ca mi th trng sn phm ring v khi kt hp chng vi nhau v quyt nh hng m rng th trng. Do vy ngi khi xng trong hnh hoch nh trc ht l tham gia vo th trng P1M1, sau dch chuyn sn phm sang th trng th hai (P1M2) sau gy ngc nhin cho i th cnh tranh bng cch pht trin sn phm th hai cho th trng th hai (P2M2) sau a sn phm th hai quay li vi th trng th nht (P2M1). Nu k hoch tr chi ny vn hnh, cng ty khi xng s c c th phn tt ca ngi i u trn hai th trng v phc v chng vi hai hoc ba sn phm.

Hnh 8.4: Chin lc m rng th trng sn phm

M1 P1

M2

M3 ...

I IV V

II III

P2

P3

Chu k cnh tranh Nhng ngi khi xng bit rng cc i th cnh tranh s tham gia v lm cho gi v th phn gim xung. Nhng khi no th iu din ra? Ngi khi xng nn lm g mi giai on. Ban u ngi khi xng l ngi cung ng duy nht, vi 100% nng lc sn xut v doanh thu. S thm nhp cnh tranh bt u khi mt i th mi xy dng c nng lc sn xut v bt u bn hng. Th phn v mc khai thc nng lc sn xut ca ngi khi xng gim xung. Khi c nhiu i th cnh tranh hn tham gia vo th trng v thay i mc gi thp hn, gi tr tng i nhn thc c v cung ng ca ngi dn o b gim xung, khin gim mc gi cao ban u ca ngi dn o. Nng lc sn xut c xu hng c xy dng vt qu nhu cu trong giai on tng trng nhanh. Khi s gim st theo chu k xut hin, s vt qu nng lc sn xut ca ngnh lm gim li nhun bin gim xung mc thp hn. Cc i th cnh tranh mi quyt nh khng tham gia v cc i th cnh tranh hin ti c gng bo v v tr ca h. iu ny hng n s n nh v th phn. 26

S n nh c tip theo bi s cnh tranh v sn phm. Sn phm c nhn nhn nh nh l mt mt hng, ngi mua khng cn phi tr gi cao, v cc nh cung ng ch t c mt t l sinh li trung bnh. Ti im ny, cuc rt lui bt u. Ngi khi xng c th quyt nh xy dng li th phn ca mnh khi mt s cng ty khc rt lui. 3.3. Chin lc marketing: Giai on tng trng

Nu mt sn phm mi p ng c s mong i ca th trng, doanh s s bt u tng ln nhanh chng. Nhng ngi hng ng sm nht s tip tc mua thm, cc khch hng khc s bt u mua theo, nht l khi h nghe c nhng li khen ngi sn phm . Nhng i th cnh tranh mi s thm nhp vo th trng tm kim c hi sn xut v thu li nhun cao. H s gii thiu nhng sn phm c b sung thm nhng c tnh mi, xy dng thm nhiu im bn hng, v iu ny s lm cho th trng c m rng. S ngi cnh tranh tng cng lm tng s u mi bn l v sn lng ca doanh nghip cng phi tng vt theo mong cung cp hng. Li nhun tng sut trong giai on pht trin, khi m chi ph qung co c tnh trn khi lng ln, chi ph sn xut tnh trn mi n v cng gim nh kinh nghim tch ly. Cui giai on pht trin, mc tng tng chm dn v cc doanh nghip chun b nhng chin lc mi cho gai on tip theo. Trong giai on pht trin, doanh nghip c th trin khai mt s chin lc marketing ko di thm mc pht trin nhanh chng ca th trng. - Chin lc ci tin cht lng sn phm, tng cng thm nhng c tnh mi v mu m mi cho sn phm. - Chin lc thm nhp vo nhng phn on th trng mi. - Chin lc m rng phm vi phn phi hin c v tham gia vo knh phn phi mi. - Chin lc chuyn mc tiu qung co t gii thiu mt hng sang to nim tin v s a thch sn phm. - Chin lc gim gi ng lc thu ht nhng khch hng nhy cm vi gi c. Chin lc m rng th trng ny cng c v th cnh tranh ca cng ty. Cng ty trong giai on tng trng i mt vi s cn nhc la chn gia th phn cao v li nhun hin ti cao. Bng cch chi tiu tin cho vic ci tin sn phm, c ng v phn phi, cng ty c th chim c v th thng tr. Cng ty hy sinh li nhun hin ti ti a vi hy vng t c loi nhun cao hn trong giai on tip theo. 3.4. Chin lc marketing : Giai on trng thnh (bo ha) n mt thi im no , mc tng doanh s ca sn phm s chm dn li v sn phm bc vo giai on sung mn tng i. Giai on sung mn ny thng ko di hn nhng giai on trc , t ra nhng th thch gay go i vi cc nh qun tr marketing. a s cc sn phm u ang trong giai on sung mn ca chu k sng v gn nh ton b cng vic qun tr marketing u nhm vo gii quyt nhng vn ca sn phm trong giai on sung mn . Giai on sung mn c th phn thnh ba thi k. Thi k th nht l sung mn tng trng, c tc tng trng doanh s bt u gim st; khng c knh phn phi mi tng cng, mc d mt s ngi chp nhn mun vn cn mua sn phm. Thi k th hai l sung mn n nh, doanh s bn tnh trn u ngi khng thay i v th trng bo ha. a s nhng khch hng tim nng dng th sn phm v mc tiu th tng lai ph thuc vo mc tng dn s v nhu cu thay th. Thi k th ba l sung mn suy tn, c qui m doanh s gim dn, khch hng chuyn sang dng nhng sn phm khc v nhng sn phm thay th. 27

Nhp tng trng doanh s chm li to ra tnh trng d tha nng lc sn xut trong ngnh v lm cho cnh tanh ngy cng gay gt. Cc i th cnh tranh rt thng dng cch bn gim gi. H y mnh qung co v tng cng quan h vi cc trung gian phn phi v khch hng, b sung thm kinh ph nghin cu v pht trin to ra nhng mu m tt hn cho sn phm. Rt cuc, nhng cng vic ny s lm cho li nhun st gim. Mt s i th cnh tranh yu bt u rt khi th trng. Trong ngnh ch cn li nhng doanh nghip vng chc m xu th ch yu ca h l c gng ginh u th cnh tranh. Trong giai on sung mn, cc doanh nghip thng tm cch loi b nhng sn phm yu km v tp trung ngun lc vo cc sn phm c li nhiu hn, v i khi xem thng tim nng to ln ca nhng sn phm c hin c ca mnh. Nhng ngi lm marketing cn phi xem xt mt cch c h thng cc chin lc th trng, sn phm v ci tin marketing - mix. i mi th trng Doanh nghip c gng lm tng kh nng tiu th sn phm hin c theo hai hng: tng s ngi s dng sn phm v tng mc s dng ca mi ngi. Tng s ngi s dng sn phm c th bng cch: Tm kim nhng khch hng mi (tc ng lm thay i thi ca nhng ngi khng s dng sn phm ); Thm nhp vo nhng phn on th trng mi; J&J thnh cng trong vic c ng du gi cho em b cho ngi s dng trng thnh. Hay ginh ly khch hng cu cc i th cnh tranh. Pepsi thng xuyn thu ht ngi s dng Coca-cola chuyn sang dng Pepsi.

Tng mc s dng ca nhng khch hng hin c bng cch thuyt phc h (1) s dng thng xuyn hn, nhng ngi lm marketing cho cc nhn hiu nc cam p c gng c ng ngi s dng ung nc cam p nhiu hn thay v ch ung vo ba n sng; (2) mi ln s dng vi s lng nhiu hn, nhng ngi lm marketing cho cc loi du gi u khuyn khch ngi s dng dng du gi hai ln trong mi ln gi th s hiu qu hn mt ln; (3) pht hin ra nhng cng dng mi v khuyn khch mi ngi s dng sn phm theo nhiu cch a dng hn. Nhng ngi lm marketing cng c th nh v li nhn hiu sn phm nhm thu ht mt phn on th trng ln hn hoc c kh nng pht trin mnh hn. i mi sn phm Cc nh qun tr marketing cng c th i mi cc thuc tnh ca sn phm nh cht lng, c tnh, kiu dng thu ht thm khch hng mi v c c cng dng nhiu hn. Chin lc tng cng cht lng nhm nng cao hiu nng ca sn phm nh bn, tin cy, hng v, tc . Mt nh sn xut c th vt qua cc i th cnh tranh bng cch a ra mt sn phm mi v c ci tin. Chin lc ny c hiu qu chng no m cht lng cn c th ci tin c, ngi mua cn tin li tuyn b v cht lng ci tin v cn c nhiu ngi mua mong mun c cht lng cao hn. Nhng khng phi khi no cng sn sng chp nhn mt sn phm c ci tin nh trong trng hp New Coke ca Coca-cola. Chin lc tng cng cht lng nhm nng cao hiu nng ca sn phm nh bn, tin cy, hng v, tc . Mt nh sn xut c th vt qua cc i th cnh tranh bng cch a ra mt sn phm mi v c ci tin. Chin lc ny c hiu qu chng no m cht

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lng cn c th ci tin c, ngi mua cn tin li tuyn b v cht lng ci tin v cn c nhiu ngi mua mong mun c cht lng cao hn. Nhng khach hang khng phi luc no cng sn sng chp nhn mt sn phm c ci tin nh trong trng hp New Coke ca CocaCola mt trong 100 tht bai thng hiu ln nht moi thi ai, theo anh gia cua Matt Haig. Vi s tn cng ca i th Pepsi-Cola, vo nm 1985 Coca-Cola quyt inh thay th Coke truyn thng bng mt cng thc co vi ngt hn t tn l New Coke. Coca-Cola chi tiu 4 triu USD cho vic nghin cu th trng. Cuc th nghim nay ch ra rng ngi ung Coke thch cng thc mi ngt hn ca cng ty. Nhng vic tung New Coke li gy ra s phn i trn ton quc. Cc nh nghin cu th trng thanh cng trong vic th nghim hng v mi nhng ho a tht bi trong vic o lng nhng gn b tnh cm su m ca ngi tiu dng vi Coca-Cola. C nhng t ng gy phin h, nhng s phn i chnh thc v thm ch e da khiu kin, gy sc p ln thng ip The real thing1. Mi tun sau, cng ty thu hi New Coke v tung ra li cng thc hng th k ca mnh vi tn Classic Coke, vic tung ra cng thc c thm ch cn em li v th mnh m hn cho Coca- Cola trn th trng. Chin lc tng cng c tnh nhm tng thm nhng tnh cht c trng mi (nh kch c, trng lng, vt liu ch to, ph tng km theo) lm tng thm cng dng, s a dng, mc an ton hoc s thun tin ca sn phm. Chin lc ny c mt s li th. Chin lc tng cng c tnh ca sn phm c kh nng to nn hnh nh v tinh thn i mi doanh nghip v tranh th c s trung thnh ca mt s phn on th trng coi trng cc c tnh . Chin lc ny em li c hi cho vic truyn b min ph v to ra s nhit tnh ca lc lng bn hng v cc nh phn phi. Tuy nhin chin lc ny c c im l b i th cnh tranh bt chc, tr khi nhng li ch ca chin lc ny ch dnh cho ngi u tin tung ra v s tng cng c tnh sn phm khng em li li ch trong di hn. 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 sn phm c kiu dng mi c xem l cnh tranh v hnh thc sn phm, ch khng phi l cnh tranh v cht lng hay c tnh ca sn phm. Thc cht ca chin lc ci tin kiu dng l to ra c im c o v hnh thc, cu trc v mu sc bao b khch hng d nhn bit nhm thu ht thm khch hng mi ng thi vn tranh th c nhng khch hng trung thnh vi nhn hiu sn phm. Trong trng hp thc phm ng gi v sn phm gia dng, cc cng ty tung ra cc mu sc v kt cu mi v thit k li bao b. Mt chin lc kiu dng c th to ra cho sn phm mt v tr c nht trn th trng. Tuy nhin vic cnh tranh v kiu dng cng c vn . Trc ht, kh c th d on liu cc khch hng v ai s mong mun kiu dng mi. Th hai, s thay i kiu dng thng c i hi tm dng vic s dng kiu dng c v cng ty chu ri ro nh mt khch hng. Ngi tiu dng c th tr nn gn b vi nhng th c v chng c g quan trng nh hp b u phng. Ci tin marketing mix cc nh qun tr marketing cng c th kch thch doanh s bng cch ci tin mt vi yu t trong phi thc marketing (marketing - mix). Gi c. Doanh nghip cn cn nhc nhng kh nng c th gim gi bn thu ht khch hng mi v khch hng ca cc hng cnh tranh. a ra cc quyt nh lin quan n gim gi chnh thc, hay gim gi thng qua cch qui nh gi c bit, chit khu theo khi lng, nh gi bao gm cc ph vn chuyn hay khng km cc ph vn chuyn. K c kh nng c th tng gi khng nh cht lng cao hn.
1

Theo Matt Haig, trong cun sach The truth about the 100 bigest branding mistakes of all time: Nm 1942, nhng mu quang cao trn khp nc My vi thng ip Chi co mt th ging nh Coca-Cola la t thn CocaCola ma thi. No chinh la th tht.

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Phn phi. Doanh nghip cn tm cch tranh th c s h tr sn phm v kh nng trng by nhiu hn cc trung gian bn l, hay c th hng sang nhng knh phn phi quy m ln, nht l nhng trung gian phn phi cc ln, nu knh phn phi ang pht trin. Khi Goodyear quyt nh bn trang sc ca mnh thng qua Wal-Mart, Sears v Discount Tire, cng ty y th phn t 14% ln 16% trong nm u tin. C ng. Doanh nghip cn xem xt nhng c hi qung co hiu qu hn, phn tch kh nng thay i ni dung v hnh thc ca thng ip qung co,cch thc v phng tin truyn t, tn sut, thi im qung co, cng mc mc p ng ngn sch qung co cho nhng thay i . Doanh nghip cng nn s dng nhng cng c v hnh thc khuyn mi nng ng hn, nh mc hoa hng cao, iu kin tn dng u i hn, gii thng hoc tng qu km theo,... Lin quan n bn hng c nhn, liu cng ty nn tng cht lng hay s lng nhn vin bn hng. Nhng nn tng cho s chuyn mn ha ca lc lng bn hng nn thay i nh th no? Lnh a bn hng c nn c xem xt li khng? Dch v. Doanh nghip cng c th cung ng nhng dch v mi v cht lng dch v tt hn cho khch hng bng cch tng tc giao hng, pht trin cc dch v h tr khch hng hoc cung cp tn dng nhiu hn. Nhng ngi lm marketing thng tho lun nhng cng c no hiu qu nht trong giai on bo ha. Chng hn, liu cng ty c t c li nhun nhiu hn bng cch tng cng qung co hoc ngn sch khuyn mi? Khuyn mi c nhiu tc ng hn vo giai on ny v ngi mua t n im cn bng trong thi quen v s thch mua hng ca mnh, v nhng yu t thuyt phc v tm l (t cc qung co) khng cn hiu qu bng nhng cng c khuyn khich tai chnh nh khuyn mi. Ngay nay, nhiu cng ty hng ha tiu dng chi tiu hn 60% ngn sch c ng ca mnh cho khuyn mi nhm h tr cho nhng sn phm bo ha. Nhng ngi lm marketing khc lp lun rng cc nhn hiu nn c qun tr nh l mt ti sn v c h tr bi qung co. Chi tiu qung co nn c nhn nhn nh l chi ph u t, khng phi l mt khon chi tiu hin ti. Nhng nh qun tr nhn hiu, tuy vy, s dng khuyn mi v hiu qu ca n nhanh hn v thng d thy hn bi nhng ngi qun l. Nhng cc hot ng khuyn mi qu mc c th gy hi cho hnh nh nhn hiu v li nhun di hn ca cng ty. Ty theo tnh trng c th ca phi thc marketing trong mi doanh nghip m thc hin vic ci tin cc yu t cho ph hp vi nhng thay i ca th trng. Mt vn ca chin lc thay i phi thc marketing, c bit l vic gim gi v cc dch v gia tng, l tnh d bt chc. Cng ty c th khng t c kt qu mong mun v tt c cc cng ty phi gnh chu s si mn v li nhun khi h s dng phi thc marketing tn cng ln nhau. Chnh v th, doanh nghip cn phn tch y cc yu t ca th trng, cu trc ca phi thc marketing ca minh v ca i th cnh tranh c nhng ci tin mang tnh kh thi v hiu qu. 3.5. Chin lc marketing: Giai on suy thoi Sau mt thi gian c mt trn th trng, hu ht cc sn phm v nhn hiu s gim dn doanh s bn ca mnh. S suy gim doanh s c th nhanh hay chm, hoc n nh mt mc thp trong thi gian kh di, nhng v c bn khng cn kh nng sinh li nh troc na. l biu hin ca giai on suy tn. Doanh s st gim c th v nhiu l do khc nhau, nh s i mi v cng ngh, s thay i s thch ca khch hng, s cnh tranh ngy cng tng ln. Tt c u dn ti tnh trng d tha nng lc sn xut, gi c sn phm ngy cng gim xung ko theo s suy gim nhanh chng ca li nhun. Khi doanh s v li nhun suy gim, mt s doanh nghip rt lui khi th trng, nhng doanh nghip cn li c th gim bt sn lng, t b nhng phn on th trng 30

nh v thu hp mng li phn phi sn phm. H cng c th ct gim chi ph qung co v gim gi bn xung thp hn na. Thc t l hu ht cc cng ty u khng pht trin mt chin lc tt cho nhng sn phm gi ci ca mnh. Thng th tnh cm ng mt vai tr quan trng. Tuy nhin lp lun logic cng c th ng vai tr quan trng. Cc nh qun tr tin rng vic bn sn phm s c ci thin khi nn kinh t c ci thin, hoc khi chin lc marketing c xem xt, hoc khi sn phm c ci tin. Hoc sn phm yu c th vn c gi li v s ng gp ca n vo vic bn nhng sn phm khc ca cng ty. Hoc doanh thu ca nhng sn phm ny em li vn ph p c nhng chi ph, thm ch nu n khng em li li nhun. Cho n khi nhng l do tn ti khng cn na, v d khi sn phm yu km qu tn km i vi cng ty, doanh thu khng th b p c chi ph c nh v tt nhin khng em li li nhun, ngha l c qu nhiu chi ph chm. Cc sn phm yu thng tiu dng mt lng thi gian qun l khng t l tng xng, i hi nhng iu chnh v gi v tn kho thng xuyn, thng lin quan n k hoch sn xut ngn hn thay v k hoch di hn, i hi c n lc qung co ln lc lng bn hng m l ra nu u t cho cc sn phm mnh hn s em li li nhun nhiu hn v i khi vic bn nhng sn phm ny c th gy lo u, nghi ng cho khch hng v lm m hnh nh ca cng ty. Chi ph ln nht c th s pht sinh trong tng lai. Tht bi trong vic loi b nhng sn phm yu s lm chm vic tm kim v pht trin nhng sn phm thay th. gii quyt cc sn phm gi ci, cng ty phi i mt vi mt s nhim vu v quyt nh. Nhim v u tin l thit lp h thng xc nh nhng sn phm yu. Nhiu cng ty thng t chc cc cuc hp nh gi sn phm vi i din t nhiu b phn gm marketing, R&D, sn xut, ti chnh pht trin mt h thng xc nh sn phm yu km. B phn kim tra s cung cp d liu v mi sn phm ch ra xu hng v qui m th trng, th phn, gi, chi ph v li nhun. Chng trnh my tnh sau s phn tch nhng thng tin ny. Cc nh qun l chu trch nhim i vi nhng sn phm nm trong din nghi vn s phi trnh by v nhng nhn nh ca h v doanh thu v li nhun trong tng lai, khi c hoc khng c nhng thay i v chin lc marketing. Cuc hp xem xt sn phm s a ra nhng li khuyn cho mi sn phm nguyn, thay i chin lc marketing hoc loi b. Mt s cng ty s loi b th trng suy thoi nhanh hn so vi cc cng ty khc. a phn ph thuc vo s c mt v cao ca cc ro cn rt lui khi ngnh. Ro cn rt lui cng thp th s c nhiu cng ty sm rt lui khi ngnh, v cha li c hi cho nhng cng ty cn tr li thu ht nhng khch hng ca nhng cng ty rt lui. Chng hn, P&G vn tr li trong ngnh x phng nc ang suy thoi v ci thin li nhun ca mnh. Khi nghin cu chin lc cng ty trong nhng ngnh suy thoi, Harrigan xc nh nm chin lc khc nhau m cc cng ty c th s dng: Tng u t ca cng ty ( thng tr th trng hoc cng c v th cnh tranh) Duy tr mc u t cho n khi tnh khng chc chc v ngnh c gii quyt Gim mc u t mt cch c la chn, bng cch loi b nhng nhm khch hng khng sinh li, ng thi cng c u t ca cng ty vo nhng phn on c li Thu hoch nhng u t ca cng ty thu hi ngn qu mt cch nhanh chng Loi b nhanh chng cac n vi kinh doanh kem hiu qua bng cch bn ti sn mt cch c li nht c th.

Vic la chn chin lc marketing trong giai on suy tn ca sn phm ph thuc rt nhiu vo mc hp dn tng i ca ngnh v sc mnh cnh tranh ca doanh nghip trong 31

ngnh . Cng ty trong ngnh khng cn hp dn nhng li c nhng sc mnh cnh tranh phi xem xt vic li bc mt cch chn lc. Cng ty trong ngnh hp dn v c sc mnh cnh tranh mnh m th phi cng c vic u t ca mnh. Vi mi sn phm ang giai on suy tn, cc nh qun tr phi quyt nh xem nn thc hin chin lc marketing no: duy tr, thu hoch vt hay loi b n. Th nht, doanh nghip c th quyt nh duy tr hiu qu ca n bng cch u t thm vi hy vng cc i th cnh tranh s t b ngnh ny. Th hai, doanh nghip c th quyt nh thu hoch nt sn phm ngha l ct gim cc loi chi ph (c s v thit b, bo tr, R&D, qung co, s lng nhn vin bn hng) v hy vng rng doanh s vn ng vng trong mt thi gian na. Nu thnh cng, gii php ny cng lm tng li nhun cho doanh nghip trong mt thi gian ngn. Cui cng, doanh nghip cng c th loi b hn sn phm ra khi danh mc sn phm ca mnh hay bn n cho mt doanh nghip khc. Trong bng sau, chng ta c mt s tm tt cc c im, mc tiu marketing v cc chin lc marketing theo chu k sng ca sn phm.

Bang 8.1: Cc c im, mc tiu v chin lc marketing theo chu k sng ca sn phm
C IM Doanh s Chi ph Gii thiu Doanh s thp Chi ph tnh trn khch hng cao Li nhun m Khai ph t Tng trng Doanh s tng nhanh Chi ph tnh trn khch hng trung bnh Li nhun tng Tin phong ng ln Bo ha Doanh s nh cao Chi ph tnh trn khch hng thp Li nhun cao n sm n nh v bt u gim Suy thoi Doanh s gim Chi ph tnh trn khch hng thp Li nhun gim Lc hu Gim bt

Li nhun Khch hng i th cnh tranh

MC TIU MARKETING CHIN LC Sn phm

To s bit n v dng th

Tng ti a th phn

Tng ti a li nhun v bo v th phn

Gim chi ph v tn dng nhn hiu

Cho bn sn phm c bn Chi ph cng li

Cho bn sn phm pht trin, dch v,bo hnh nh gi thm nhp th trng Phn phi t

a dng ha nhn hiu v mu m nh gi bng hay thp hn i th cnh tranh Phn phi t hn na

Loi b mt hng yu km Ct gim gi

Gi c

Phn phi

Phn phi c chn lc

Chn lc loi b cc ca hng khng sinh li

32

Qung co

To s bit n sn phm trong khch hng tin phong v i l Khuyn mi mnh thu ht dng th

To s bit n v quan tm trong th trng i chng

Nhn mnh s khc bit ca nhn hiu v ch li

Gim xung mc cn thit gi chn khch hng trung thnh nht Gim ti mc ti thiu

Khuyn mi

Gim bt chim Tng cng li th v nhu cu ca khuyn khch ngi dng nhiu chuyn nhn hiu

4. XY DNG THNG HIU MNH Mt s nh phn tch nhn nhn nhn hiu nh l mt ti sn bn vng quan trng ca cng ty, tn ti lu hn mt sn phm hoc mt ti sn no khc ca cng ty. John Stewart, ngi ng sng lp ra Quaker Oats, c ln pht biu Nu vic kinh doanh l nhm ln, ti s a cho bn t ai, nh xng v ti sn v ti s ch gi li thng hiu, v ti s kim c nhiu hn bn. Gim c iu hnh ca McDonald cng ng :
Mt thnh vin m rng ca McDonald lm vic ti Coca-Cola c ln pht biu vi chng ti v gi tr nhn hiu ca h. ng ni rng nu mi ti sn m chng ta c, mi c s m chng ta xy dng v mi thit b b hy hoi trong thin tai, chng ta u c th u t tin bc thay th mt cch rt nhanh chng nhng gi tr ca thng hiu th li khng. V ng c l. Nhn hiu c gi tr hn tt c nhng ti sn khc.

Do vy, nhn hiu l ti sn quan trng cn pht trin v qun l cn thn. Trong phn ny chng ta xem xt nhng chin lc quan trng trong vic xy dng v qun tr nhn hiu. 4.1. Gi tr thng hiu Nhn hiu hm nhiu hn mt tn gi v biu tng. Nhn hiu th hin cm nhn v nhn thc ca ngi tiu dng v sn phm v nng lc ca n l tt c nhng g m sn phm hoc dch v gi ln ni ngi tiu dng. Nh mt chuyn gia v nhn hiu gi Nhn hiu l nhng g cn li trong tm tr khch hng. Do vy, gi tr tht s ca nhn hiu mnh l sc mnh ca n trong vic tc ng n s thch v s trung thnh ca khch hng. Nhn hiu c th khc nhau v sc mnh v gi tr ca n trn th trng. Mt nhn hiu mnh c gi tr nhn hiu cao. Gi tr nhn hiu l hiu qu khc bit tch cc m vic bit tn hiu to ra ni ngi tiu dng khi h p ng cc dch v hoc sn phm. o lng gi tr nhn hiu l o lng mc m khch hng sn lng tr nhiu hn cho mt nhn hiu . Mt nghin cu tm ra c rng 72% khch hng mong mun tr thm 20% cho nhng nhn hiu m h thch so vi nhn hiu cnh tranh gn nht; 40% cho rng h s tr thm 50%. Nhng khch hng yu thch Tide v Heinz mong mun tr thm 100% cho nhng nhn hiu ny. Nhng ngi ung Coke trung thnh s sn sng tr thm 50% v vi nhng ngi s dng Volvo con s ny l 40%. Nhn hiu vi gi tr thng hiu cao l mt ti sn rt c gi tr. nh gi nhn hiu l mt tin trnh nh gi tng gi tr ti chnh ca mt nhn hiu. o lng gi tr ny l rt kh khn. Tuy nhin, theo mt nh gi, gi tr nhn hiu Coca-Cola l 69 t USD, Microsoft l 65 t USD v IBM l 53 t USD. Mt s nhn hiu khc c nh gi cao trn th gii bao gm General Electric, Nokia, Intel, Disney, Ford, McDonalds v AT&T. Khi nim gi tr nhn hiu xut hin ch vi nm tr li y v c xem l ti sn chin lc quan trng, mt nh t vn nhn hiu quan st v pht biu nh vy. CEO gim c iu hnh trong nhiu ngnh by gi xem nhn hiu nhu l mt ngun kim sot v mt cch thc xy dng mi quan h mnh hn vi cc khch hng ca mnh. Gi tr nhn hiu cao em li cho cng ty nhiu li th cnh tranh. Mt nhn hiu mnh s c c s nhn bit v s trung thnh vi nhn hiu ca ngi tiu dng cao hn. V ngi tiu 33

dng k vng cc ca hng s bn nhn hiu , v cng ty c nng lc thng lng cao hn vi cc nh bn l. V tn hiu gi ln tin cy cao, cng ty c th d dng a ra mt dng sn phm mi v m rng nhn hiu ca mnh, nh khi Coca-cola to n by cho nhn hiu ni ting ca mnh trong vic tung ra Diet Coke hoc khi Procter & Gamble a ra loi x phng ra bt Ivory. Trn tt c, nhn hiu mnh cung ng cho cng ty mt s cng c phng v s cnh tranh v gi khc lit ca cc i th. Tuy nhin, ti sn nn tng ng sau gi tr thng hiu l ti sn khch hng tc l nhng gi tr ca mi quan h khch hng m nhn hiu to ra. Mt nhn hiu mnh l quan trng, nhng nhng g n tht s th hin l tp hp nhng khch hng trung thnh. Do vy, trng tm tht s ca marketing l xy dng ti sn khch hng, v qun tr nhn hiu c xem l cng c marketing quan trng. 4.2. Xy dng thng hiu mnh Xy dng nhn hiu to ra mt s quyt nh mang tnh thch thc i vi ngi lm marketing. Hnh 8.5 ch ra mt s quyt nh chin lc v nhn hiu, bao gm nh v nhn hiu, la chn tn hiu, ngi ti tr nhn hiu v pht trin nhn hiu.

nh v nhn hiu
Cc c tnh Cc li ch Nim tin v gi tr

Hnh 8.5: Cac quyt nh chin lc v nhn hiu Ngi ti tr nhn hiu La chn Nhn hiu ngi tn hiu
La chn Bo v SX Nhn hiu ring Nhng quyn ng nhn hiu

Phat trin nhn hiu

M rng dng SP M rng nhn hiu a nhn hiu Nhn hiu mi

4.2.1. nh v nhn hiu Nhng ngi lm marketing cn phi nh v nhn hiu ca mnh mt cch r rng trong tm tr ca khch hng mc tiu. H c th nh v cc nhn hiu ca mnh theo ba cp khc nhau. cp thp nht, h c th nh v nhn hiu ca mnh da trn nhng c tnh ca sn phm. Chng hn, nh lm marketing cho x phng Dove c th truyn thng v nhng c tnh ca sn phm l mt loi x phng cha mt phn t l kem. Tuy nhin, nhng c tnh l cp nh v t c yu thch nht trong vic nh v nhn hiu. Cc i th cnh tranh c th d dng bt chc nhng c tnh ny. Ngoi ra cn quan trng hn, khch hng khng quan tm nhiu n cc c tnh nh vy, h quan tm n nhng g ma nhng c tnh ny em li. Nhn hiu c th c nh v mt cch tt hn bng cch gn tn nhn hiu vi nhng li ch m khch hng mong mun. Do vy, nhng ngi lm marketing cho Dove c th i xa hn c tnh kem ca nhn hiu ny v truyn thng v nhng li ch m mt loi x phng mm mi hn em li cho ngi s dng. Mt s nhn hiu thnh cng c nh v da trn li ch nh Volvo (s an ton), Hallmark (chm sc), Harley-Davidson (khm ph), FexEd (dch v giao hng sau 1 m), Nike (nng lc, thnh tch) v Lexus (cht lng). Nhng nhn hiu mnh nht i xa hn nh v trn li ch hoc c tnh. Chng c nh v da trn nim tin v nhng gi tr mnh m. Nhng nhn hiu ny gi ln nhng chn ng tnh cm. Do vy, ngi lm marketing cho Dove c th khng ch truyn thng c tnh kem v em li li ch l da mm mi hn, m cn v vic nhng iu ny s khin cho bn tr nn hp dn hn. Chuyn gia v nhn hiu Marc Gobe lp lun rng nhng nhn hiu thnh cng phi c ng khch hng cp nh v cao v su hn, chm n nhng cm xc mang tnh ph bin. 34

Hng thit k nhn hiu ca ng, tng lm vic cho nhng nhn hiu nh Starbucks, Victorias Secret, Godiva, Versace v Lancome, t da trn nhng c tnh hu hnh ca sn phm v tp trung nhiu hn vo nhng yu t to s ngc nhin, s am m v s thch th xung quanh nhn hiu. Khi nh v mt nhn hiu, ngi lm marketing phi thit lp mt s mnh cho nhn hiu v mt tm nhn theo nhn hiu phi xng ng v phi lm c. V mt nhn hiu l s cam kt ca cng ty trong vic chuyn ti mt tp hp c th cc c tnh, li ch, dch v v kinh nghim ph hp vi ngi mua. N c th c xem nmh l mt hp ng theo ngi tiu dng c th nhn nhn sn phm hoc dch v s cung cp gi tr v s tha mn cho h nh th no. Hp ng v nhn hiu phi n gin v chn thc. Motel 6, chng hn, cung ng nhng phng ngh sch s, gi thp v dch v tt nhng khng cam kt l s cung cp nhng dng sang trng hoc phng tm rng. Ngc li, Ritz-Carlton cung ng nhng phng ngh sang trng v mt kinh nghim tht s ng nh nhng li khng cam kt gi thp. 4.2.2. La chn tn nhn hiu Mt tn nhn hiu tt c th gia tng mt cch ngon mc cho s thnh cng ca sn phm. Tuy nhin, vic tm ra mt ci tn nhn hiu tt l mt nhim v kh khn. N bt u vi mt s xem xt cn thn sn phm v cc li ch ca n, th trng mc tiu v cc chin lc marketing ang s dng. Cht lng cn c ca mt tn nhn hiu tt bao gm nhng yu t sau: (1) n phi gi ln iu g v li ch v cht lng ca sn phm. Chng hn, Beautyrest, Craftsman, Snuggles, Merrie Maids, OFF! to ra s yu thch. (2) n phi d pht m, nhn bit v nh. Nhng tn ngn c th s tt. V d: Tide, Crest, Puffs. Tuy nhin nhng tn di i khi cng hiu qu. Chng hn: Love my Carpet my git thm, I can believe Its not Butter l tn mt loi b thc vt. (3) tn nhn hiu phi khc bit. Chng hn, Taurus, Kodak, Oracle. (4) n phi c th m rng: Amazon.com bt u l ngi bn sch trc tuyn nhng la chn mt tn hiu cho php m rng sang nhng lnh vc khc. (5) tn phi d dng dch sang mt ngn ng nc ngoi. Trc khi chi tiu c 100 triu $ cho vic chuyn i tn thnh Exxon, Standard Oil ca New Jersey th nghim mt s tn trong 54 ngn ng khc nhau trn hn 150 th trng nc ngoi. V cng ty nhn thy rng tn Enco li gi ln ngha my mc b mt kh nng iu khin khi dch ra ting Nht. (6) n phi c th ng k v c php lut bo v. Mt tn nhn hiu khng th ng k nu n xm phm tn nhn hiu hin c. Mt khi c la chn, tn nhn hiu phi c bo v. Nhiu cng ty c gng xy dng mt tn nhn hiu c th tr nn dng xc nh loi sn phm. Tn nhn hiu nh Kleenex, Levis, Jell-O, Scotch Tape, Formica, Ziploc v Fiberglas thnh cng theo cch ny. Tuy nhin, s thnh cng ln ca chng c th e da quyn ca cng ty i vi ci tn ny. Nhiu tn nhn hiu c bo v ban u nh cellophane, aspirin, nylon, kerosene, linoleum, yo-yo, trampoline, escalator, thermos v shreded wheat by gi tr thnh tn chung m bt k ngi bn no cng c th s dng. 4.2.3. Ngi ng tn (ngi ti tr) nhn hiu Mt nh sn xut c bn la chn ti tr khc nhau. Sn phm c th c tung ra vi nhn hiu ca ngi sn xut, v d nh khi Kellogg v IBM bn sn phm mnh lm ra vi tn nhn hiu ca chnh nh sn xut tc l chnh h. Hoc nh sn xut c th bn cho nhng ngi bn li v ngi bn li s t cho nhng sn phm mt nhn hiu ring, (cn c gi l nhn hiu ca nh phn phi). Mc d hu ht cc nh sn xut u to ra tn nhn hiu ring cho mnh, mt s nh sn xut li tung ra nhng nhn hiu c nhng quyn. Cui cng, hai cng ty c th lin kt ngun lc vi nhau v cng ng tn cho sn phm. 35

Nhn hiu ca nh sn xut so vi nhn hiu ring. Nhn hiu ca nh sn xut thng tr trong mt thi gian rt di trn din n bn l. Trong thi gian gn y, vi s gia tng v s lng ngi bn l v ngi bn s, h to ra nhn hiu ring ca mnh (hoc nhn hiu ca nh phn phi). Chng hn, Sears tao ra mt s nhan hiu nh pin DieHard, cc dng c Craftman, gia dng Kenmore, sn Weatherbeater. Wal-Mart cung cp nc gii kht v cc sn phm thc phm Sams Choice, sn phm dinh dng Spring Valley, bt git v nc mm vi Ol cnh tranh vi nhng nhn hiu ca nh sn xut ln. Nhng nhn hiu ring c th kh khn trong vic thit lp v tn km trong vic tn kho v c ng. Tuy nhin, chng cng c th em li li nhun bin cao hn cho ngi bn li. V chng em li cho ngi bn li nhng sn phm c quyn m khch hng khng th mua i th cnh tranh, to ra s trung thnh ln hn i vi ca hng. Trong cuc chin gia nhn hiu ring v nhn hiu ca nh sn xut, ngi bn l c nhiu li th. H kim sot hng ha tn kho, vic t hng ln cac gi hang v nhng sn phm u t ln gi hng trung tm. Cc nh bn l nh gi cc nhn hiu ring ca h thp hn so vi cc sn phm mang nhn hiu nh sn xut, do vy d thu ht s quan tm ca khch hng, c bit trong nhng thi im kh khn ca nn kinh t. V hu ht nhng ngi i mua sm tin rng cc nhn hiu ring thng c sn xut bi mt trong nhng nh sn xut ln nht. Hu ht cc nh bn l u nh mc ph t hang ln k hang nhng khon tin m ngi bn l yu cu ngi sn xut trc khi h chp nhn sn phm mi v tm ra nhng vi tri cho nhng sn phm trn k hng. Ph t hang ln k gn y tr thanh mi quan tm ca T chc thng mi Hoa Ky. T chc ny lo lng rng chng c th lm nn ch s cnh tranh v hn ch vic bn hng ha ca nhng nh sn xut nh, nhng ngi khng th tr chi ph . Khi cc nhn hiu ring ci thin c cht lng v khi ngi tiu dng tin tng vo cc chui ca hng, thi chung l mt thch thc quan trng i vi cc nhn hiu ca nh sn xut. Xem xt trng hp ca Loblaw, chui siu th Canada:
Nhn hiu Presidents Choi Decadent Chocolat Chip ca Loblaw gi tr thnh mt nhn hiu bnh ko dn u Canada. Nhn hiu ring Presidents Choice vi sn phm nc cola t 50% doanh thu bn cola ca Loblaw. Da trn s thnh cng ny, cng ty m rng nhn hiu ring ny cho nhng loi thc phm khc. Chng hn, gi y cng ty cung cp hn 2500 mt hng di nhn hiu President Choice, t cc loi trng ming ng lnh n giy, thc n chun b sn v thc phm ng hp. Nhn hiu tr nn rt ph bin n ni Loblaws a nhng quyn san xut no cho cc nh bn l trn nc M v tm nc khc ni m Loblaws khng h c ca hng ca mnh. Hin nay, Presidents Choi Decadent Chocolat Chip Cookies c bn bi cc ca hng Jewel Food Chicago, ni m chng bn chy nht thm ch vt qua Nabiscos Chip Ahoy. Cng ty cn cung cp mt web site ngi tiu dng c th mua nhng sn phm c nhn hiu ny mt cch trc tip.

Ti cc siu th M, xt theo tng nhn hiu ring bit, cc sn phm c nhn hiu ring l nhng nhn hiu ng th 1, 2 hoc 3 trong 40% tt c cc chng loi sn phm tp ha. Ni chung, chng chim hn 15% th phn doanh thu bn hang cc siu th M. trnh cc nhn hiu ring, nhng ngi lm marketing cc nhn hiu dn u s phi u t vo R&D nhm a ra nhng nhn hiu mi, nhng c tnh mi v s ci thin cht lng mt cch thng xuyn. H phi thit k nhng chng trnh qung co mnh m duy tr s yu thch v nhn bit cao v nhn hiu. H cng phi tm ra nhng cch thc hp tc vi nhng nh phn phi quan trng nhm at c tnh kinh t trong phn phi v ci thin thnh tch trong lin kt. Nhng quyn

36

Hu ht cc nh sn xut phi tn nhiu nm v chi tiu hng t USD to ra nhn hiu ring. Tuy nhin, mt s cng ty nhng tn nhn hiu hoc biu tng cho cc nh sn xut khc. Vi mt khon chi ph nht inh, h c th cung cp mt tn nhn hiu c cng nhn. Nhng ngi bn qun o v nhng ph kin tr khon tin cho ngi ch nhn hiu t im cho cc sn phm ca h - t nhng ci o chong n c vt, t vi n ti xch vi tn nhn hiu ca nhng nh thit k thi trang ni ting nh Calvin Klein, Tommy Hilfiger, Gucci, hoc Armani. Nhng ngi bn cc sn phm tr em gn hu ht tn tui ca cc nhn vt ln o qun, chi, cc dng c hc tp, hp n tra, ng cc v cc mt hng khc. Nhng tn nhn vt c nhng quyn t c in nh Sesame Street, Disney, Peanuts, Winnie the Pooh, the Muppets, Scooby Doo v Dr.Seuss n nhng nhn vt gn y nh Teletubbies, Pokemon, Powerpuff Girls, Rugrats, Blues Clues v Harry Porter. Hu nh hn mt na doanh thu bn l chi n t nhng sn phm da trn cc chng trnh truyn hnh v phim nh nh The Rugrats Movie, The Lion King, Batman, Star Wars, Spider-Man, hoc Men in Black. Vic nhng quyn nhan hiu va biu tng tng trng mt cch nhanh chng trong nhng nm gn y. Doanh thu bn l hng nm cc sn phm c nhng quyn M v Canada tng trng t ch 4t USD vo nm 1977 ln 55 t USD vo nm 1987 v hn 71 t USD ngy nay. Nhng quyn c th l v kinh doanh sinh li cao i vi nhiu cng ty. Chng hn, Warner Brothers a nhn vt Looney Tunes thnh mt trrong nhng nhng tn tui c nhng quyn ni ting nht th gii. hn 225 tn nhng quyn to ra 4 t USD v doanh thu bn l hng nm cc sn phm th thao Bugs Bunny, Daffy Duck, Foghorn Leghorn, hoc mt trong hn 100 nhn vt Looney Tunes khc. Warner Brothers cn cha khai thc ht tim nng ca nhiu nhn vt ph ca mnh. The Tazmanian Devil, chng hn, ban u xut hin ch trong 5 phim hot hnh. Nhng thng qua cc tha thun nhng quyn vi cc t chc nh Harley-Davidson v NFL, Taz tr thnh mt ci g nh ngi n. Warner Brothers nhn thy tim nng tng t ca Michigan Frog hoc Speedy Gonzales cho th trng Hispanic. Loi nhng quyn tng trng nhanh nht l nhng quyn nhn hiu ca cng ty, khi nhiu v ngy cng nhiu cc t chc li nhun v phi li nhun nhng tn hiu ca mnh kim thm thu nhp v s bit n nhn hiu. Coca-Cola, chng hn, c khong 320 nhng quyn trn 57 quc gia sn xut hn 10000 sn phm, t qun o tr con v qun ng rng ca n ng, bp b Coca-Cola Barbie, v thm ch mi nh cu c c hnh dng ging lo Coke nh xu. Nm va ri, cc nhng quyn bn c em li cho Coca-Cola hn 1 t USD. ng nhn hiu Mc d cc cng ty c nhiu sn phm cng nhn hiu trong nhiu nm, nhng s hi sinh ca cc sn phm cng nhn hiu mi din ra gn y. ng nhn hiu xut hin khi tn nhn hiu c thit lp ca hai cng ty khc nhau c s dng cho cng sn phm. Chng hn, Nabisco kt hp vi Pillsbury to ra Pillsbury Oreo Bars v Kellogg kt hp vi ConAgra cng ti tr cho nhn hiu Healthy Choice cho ng cc Kellogg. Ford v Eddie Bauer cng ng tn nhn hiu cho mt loi phng tin th thao tin ch The Ford Explorer, xut bn Eddie Bauer. General Electric cng lm vic vi Culligan pht trin Water bng t lnh Culligan Profile Performance vi h thng lc nc ca Culligan. Trong hu ht cc trng hp ng ti tr nhn hiu, mt cng ty nhng cho cng ty khc nhn hiu ni ting ca mnh s dng chung vi nhn hiu ca mnh. ng ti tr nhn hiu to ra nhiu li th. V mi nhn hiu thng tr trong mt lnh vc khc nhau, nhn hiu kt hp to ra s hp dn v gi tr nhn hiu ln hn i vi khch hng. ng ti tr nhn hiu cng cho php cng ty m rng nhn hiu hin ti ca mnh sang mt chng loi hng ha m nu n mt mnh ng ra th s kh khn hn rt nhiu. Chng hn, bng cch nhng nhn hiu Healthy Choice ca mnh cho Kellogg, ConAgra tham gia vo phn on 37

thc n sng mt cach vng chc. Ngc li, Kellogg c th to n by nh s nhn bit nhn hiu Healthy Choice cho chng loi ng cc ca mnh. ng ti tr nhn hiu cng c mt s hn ch. Nhng mi quan h nh vy thng lin quan n nhng hp ng php lut v nhng quyn phc tp. Cc i tc ng ti tr nhn hiu phi phi hp mt cch thn trng qung co ca h, khuyn mi v nhng n lc marketing khc. Cui cng, khi ng ti tr nhn hiu, mi i tc phi tin tng ln nhau mi chm sc cn thn cho nhn hiu ca mnh. Chng hn, xem xt s phi hp gia Kmart v nhn hiu nh kho Martha Stewar. Khi Martha Stewar b kt ti v vic lm n khng hp php v ti chnh hoc phi o c, n to ra mt s suy on tiu cc v Kmart. Nh mt trong nhng nh qun l Nabisco ni: Trao nhn hiu ca bn i cng ging nh bn trao con ca mnh bn u mun chc chn rng mi th phi hon ho. 4.2.4. Pht trin nhn hiu
Loi sn phm Hin ti Hin ti Mi M rng nhn hiu

Nhn hiu

M rng dng

Mi

a nhn hiu

Nhn hiu mi

Cng ty c bn la chn khi h pht trin nhn hiu. Cng ty c th m rng dng (tn nhn hiu c m rng cho hnh thc sn phm mi, kch c mi v mi v mi trn c s sn phm hin ti), m rng nhn hiu (nhng nhn hiu hin ti c m rng cho nhng loi sn phm mi), a nhn hiu (tn nhn hiu mi cho cng loi sn phm), hoc nhn hiu mi (nhn hiu mi cho loi sn phm mi). M rng dng M rng dng xut hin khi mt cng ty tung ra thm mt s mt hng mi ca loi sn phm hin ti vi cng mt tn nhn hiu, nh vi mi v mi, kch c mi, hnh thc mi, thnh phn mi hoc kch c bao b mi. do vy Danon tung ra mt s m rng dng, bao gm by loi yaourt mi v mi, mt loi yaourt khng bo v mt loi yaourt kch c kinh t. Hu ht tt c cc hot ng tung sn phm mi u l m rng dng. Cng ty c th a ra chin lc m rng dng sn phm v y l cch thc c chi ph thp hn, ri ro t hn a ra nhng sn phm mi. Hoc n c th mun p ng mong mun v s a dng ca khch hng, hoc mun s dng ngun lc d tha, hoc n gin yu cu nhiu khng gian hn trn gian hng ca ngi bn li. Tuy nhin, m rng dng c th c mt s ri ro. Mt nhn hiu c m rng qu c th nh mt ngha c bit ca n, hoc nhng 38

nhn hiu c m rng mnh m c th khin khch hng nhm ln v tht vng. Chng hn, ngi tiu dng mua ng cc ti mt siu th a phng s b nhm ln bi hn 150 nhn hiu, trong o co 30 nhn hiu tuy co mi v v kch c khc nhau nhng cung ch t mt loai sn phm bt yn mch. Mt ri ro khc l vic bn nhng sn phm m rng nh vy c th nh hng n cc mt hng khc trong dng sn phm. Chng hn, cc nhn hiu anh em ca Fig Newton nh Cranberry Newtons, Blueberry Newtons v Apple Newtons u l ca Kraft, nhn hiu Fig Newton u tin gi y cng chi c xem nh nhng mi v khc. M rng dng c th hiu qu khi n cnh tranh vi vic bn cc nhn hiu cnh tranh, khng phi khi n t cnh tranh vi cc mt hng ca cng ty. M rng nhn hiu M rng nhn hiu l vic s dng nhn hiu thnh cng tung ra mt sn phm mi hoc mt sn phm c i mi, ci tin trong mt chng loi sn phm mi. Mattel m rng nhn hiu Barbie Doll lu i ca mnh cho cc loi sn phm mi t nhng ni tht Barbie, m phm Barbie, in t Barbie n sch Barbie, sn phm th thao Barbie. Honda s dng tn cng ty dng cho cc sn phm khc nhau nh xe hi, mt, xe trt tuyt, my ct c, ng c tu thy v my qut tuyt. Vic ny cho php Honda qung b rng six Hondas in a two-car garage. Nhn hiu knh mt Swiss Army, Disney Cruise Lines, cc sn phm s dng hng ngy t bo Cosmopolitan, Century 21 Home Improvements, v h thng an ton gia nh Brinks - tt c u l sn phm vi nhn hiu c m rng. a nhn hiu Cc cng ty thng tung ra nhng nhn hiu khc cho cng loi sn phm. Do vy, P&G tung ra th trng nhiu nhn hiu khc nhau cho mi dng sn phm ca mnh. a nhn hiu cung cp mt cch thc thit lp cc c im hp dn khc nhau i vi cc khch hng c ng c khc nhau. N cng cho php cng ty chim nhiu khng gian trong ca hng ca ngi bn li hn. Hoc cng ty c th mun bo v nhn hiu quan trng ca mnh bng cch a ra nhng nhn hiu bo v sn v nhn hiu tn cng. Seiko s dng tn nhn hiu khc nhau cho cc loi ng h gi cao ca mnh (Seiko Lasalle) v cc sn phm ng h gi r (Pulsar) nhm bo v bn sn cho cc nhn hiu Seiko quan trng. iu tr ngi quan trng ca a nhn hiu l l mi nhn hiu c th ch chim mt th phn nh, v khng c nhn hiu no sinh li nhiu. Cng ty cng kt thc vic dn tri ngun lc ca mnh cho nhiu nhn hiu, thay vo xy dng mt vi nhn hiu vi mc sinh li cao hn. Nhng cng ty ny nn gim s lng nhn hiu m h s dng cho mt loi sn phm v thit lp mt qui trnh bo v vng chc hn cho nhng nhn hiu mi. Nhn hiu mi Mt cng ty cng c th to ra mt tn nhn hiu mi khi n tham gia vo mt loi sn phm mi theo khng c nhn hiu no hin ti ca cng ty ph hp. Chng hn, Toyota to ra nhn hiu Lexus nhm to s khc bit cho xe hi sang trng so vi dng sn phm xe Toyota c thit lp. Matsushita ca Nht Ban s dng cc tn nhn hiu ring bit cho cc dng sn phm khc nhau ca mnh: Technics, Panasonic, National v Quasar. Hoc, cng ty c th tin rng sc mnh ca nhn hiu hin ti ang xung sc v nhn hiu mi l cn thit. Khi vi a nhn hiu, vic cung cp qu nhiu nhn hiu mi c th khin cng ty dn tri ngun lc ca mnh qu mng. V trong mt s ngnh, nh hng ha tiu dng, ngi tiu dng v ngi bn l s quan tm liu c qu nhiu nhn hiu v lai c qu t s khc bit gia cc nhn hiu ny hay khng. Do vy, P&G, Frito-Lay v nhng ngi lm marketing cho cc sn phm tiu dng ln khc gi y ang theo ui chin lc nhan hiu ln loi b nhng 39

nhn hiu yu km v tp trung chi tiu marketing ca mnh ch vo nhng nhn hiu c th t c v tr s mt hoc s hai v th phn trong chng loi hng ha. 4.3. Qun tr nhn hiu Cc cng ty phi qun tr mt cch cn trng cc nhn hiu ca mnh. Trc ht, nh v nhn hiu phi c truyn thng mt cch lin tc vi khch hng. Nhng nh lm marketing cho cc nhn hiu quan trng thng chi tiu mt ngn sch ln qung co nhm to ra s bit n nhn hiu v nhm xy dng s yu thch v s trung thnh i vi nhn hiu. Chng hn, General Motors chi tiu gn 820 triu USD mi nm c ng cho nhn hiu Chevrolet. McDonalds chi tiu hn 660 triu USD. Nhng chin dch qung co nh vy c th gip to ra s nhn bit nhn hiu, s hiu bit v nhn hiu v thm ch c th l s yu thch nhn hiu. Tuy nhin, vic cc nhn hiu khng c duy tr bng qung co m phi bng tri nghim, kinh nghim ca nhn hiu. Ngy nay, khch hng bit v nhn hiu thng qua nhiu dp tip xc v cc im gp g trc tip. Nhng dp ny bao gm c qung co, nhng cn c nhng tri nghim c nhn vi nhn hiu, truyn ming, tng tc c nhn vi nhn vin cng ty, tng tc qua in thoi, trang web ca cng ty v nhiu phng tin khc. V nhng kinh nghim ny c th c mt tc ng tch cc hoc tiu cc ln nhn thc v cm nhn v nhn hiu. Cng ty phi quan tm nhiu n vic qun tr nhng dp tip xc ny nh h lm i vi qung co. Vic nh v nhn hiu s khng c duy tr mt cch hon ton tr khi tt c mi ngi trong cng ty thc hin nhn hiu. Tuy nhin cng ty cn phi o to nhn vin ca mnh ho lun hng vo khch hng, v khch hng. Thm ch se tt hn, nu cng ty xy dng s kiu hnh ni nhn vin ca mnh i vi sn phm v dch v ca cng ty, t o s nhit tnh ca h s c lan truyn n khch hng. Nhng cng ty nh Nordstrom, Lexus, Dell v HarleyDavidson thnh cng trong vic bin tt c nhn vin ca mnh thnh nhng ngi xy dng thng hiu nhit tnh. Cc cng ty c th quan tm n vic xy dng nhn hiu ni b nhm gip cc nhn vin hiu, mong mun v truyn b nhng cam kt v nhn hiu. Nhiu cng ty thm ch i xa hn bng cch o to v khuyn khch cc nh phn phi v cc nh mi gii ca mnh cng tham gia phc v khch hng tt hn. Nhng iu ny gi rng qun tr ti sn nhn hiu ca cng ty khng cn l nhim v ca ch nhng nh qun tr nhn hiu. Cc nh qun tr nhn hiu khng sc v phm v lm tt c nhng g cn thit xy dng v cng c nhn hiu ca mnh. Hn na, cc nh qun tr nhn hiu thng theo ui cc kt qu ngn hn, trong khi vic qun tr nhn hiu nh mt ti sn i hi mt chin lc mang tnh di hn. Do vy, mt s cng ty gi y thnh lp mt nhm qun tr ti sn thng hiu qun tr nhng nhn hiu quan trng ca mnh. Canada Dry v Colgate-Palmolive giao cho cc nh qun tr gi tr thng hiu trach nhim duy tr v bo v hnh nh ca cc nhn hiu ca mnh, bo v nhng gi tr gn lin vi n cng nh cht lng, v ngn nga cc hnh ng ngn hn ca cc nh qun tr nhn hiu qu khch ca cc nhn hiu cnh tranh. Tng t, HP giao nhim v cho cc nh qun tr cp cao chiu trach nhim v kinh nghim ca khch hng trong hai nhm khch hng tiu dng v khch hng t chc. Cng vic ca h l hoach inh, o lng v ci thin kinh nghim m khch hng c vi cc sn phm HP. H phi bo co trc tip cho cc gim c ca mi b phn tng ng. Cui cng, cc cng ty cn phi kim tra mt cch nh k nhng im mnh v im yu ca cc nhn hiu ca mnh. H phi t ra nhng cu hi: Liu rng nhn hiu ca mnh cung cp ng nhng li ch m khch hng tht s mong mun? Liu nhn hiu c c nh v mt cch ng n? Liu rng tt c cc tip xc ca khch hng c h tr vic nh v nhn hiu khng? Liu nhn hiu c nhn c nhng h tr cn thit v ph hp? 40

nh gi nhn hiu c th dn n kt cuc la phai nh v li nhn hiu, v s thch ca khch hng a thay i hoc xut hin nhng i th cnh tranh mi. Mt s trng hp c th cn n mt chin lc xy dng nhn hiu li mt cch hon ton cho sn phm, dch v hoc cng ty. Ln sng gn y v s lin minh v mua li ca cc tp on lm dy ln phong trao xy dng li nhn hiu cng ty. Mt v d hay l Verizon Communication, c to ra bi s lin minh ca Bell Atlantic v GTE. Cng ty quyt nh rng c hai tn c u khng ph hp nh v cho cng ty mi. Chng ti cn mt nhn hiu chuyn nghip hn li ng sau nhng ci tn c, ph tng gim c ca Verizon v lnh vc qun tr nhn hiu v dch v marketing pht biu. Nhng ci tn c to ra qu nhiu s nhm ln, gi ln hnh nh ca nhng cng ty in thoi c thit k theo kiu c, v gip chng ti xut pht t hot ng marketing trong mt lnh vc pht minh mi Internet tc cao v dch v khng dy. Nhng n lc xy dng nhn hiu mi cn thit phi c thc hin. Verizon Wireless by gi l nh cung cp hng u v dch v in thoi khng dy, vi hn 21% th phn. Nhn hiu th hai l Cingular Wireless, nhn hiu mi to ra thng qua s lin minh gia Bell South v SBS Co. Tuy nhin, vic xy dng mt hnh nh mi v o to li khch hng c th la nhim v qu ln. Chi ph ca vic lam mi nhn hiu Verizon gm hng chc triu USD. Trc ht, cng ty tin hanh chin dch qung co c bit trong bn tun nhm thng bo nhn hiu mi, tip theo l nhng chi ph qung co ln lin tc. Nhng mi ch l bt u. Cng ty phi sn li i xe vi 70000 chic, thit k li ha n cho 91 triu khch hng, v sn xut cc video v cc ti liu dng o to cac nhn vin.

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