CHIN LC THM NHP TH TRNG Khi hon thnh cng vic phn tch, bn cn bt u tin hnh thc hin

n phn vic c bn tip theo c gi l tng hp. Cng vic ny s rt phc tp. Nhng li khuyn c th s hu ch. Do vy bn hy trao i tng v k hoch ca mnh vi cc c ng, cc thnh vin trong gia nh kinh doanh, cc ng nghip hay cc nh t vn ca bn. Giai on tip theo ca qu trnh chun b xut khu l xy dng chin lc "thm nhp th trng". V c bn, cng vic ny c ngha l bn cn thit lp mt phngn bn sn phm v dch v ca mnh. Cn vic bn cho i tc thng mi no s c giid dp Chng 5. Bn hng l mt vic lm quen thuc, bn thc hin cng vic ny thng xuyn. Nhng bn hng ti nhng th trng cnh tranh khc lit cc nc cng nghip nh EU i hi tt c kh nng ca bn v c th cn cao hn na. Chnh v vy bn cn lp mt k hoch ng n phc tho nhng im cn c trong "hp cng c" bn hng quc t. Hp cng c v cc bin php marketing xut khu c gi l "hn hp marketing". Vic xy dng hn hp marketing th hin rng tt c cc cng c, bin php cn thit cho xut khu s ph hp vi mc ch . Nh vy, bn s tng bc tri qua tt c nhng cng on ca qu trnh chun b marketing xut khu. Chun b Cc cng on ca qu trnh chun b Mc tiu quan thm marketing xut khu. nhp th 1. Phn on th trng trng Thit lp (phn hoc phn on) th trng m bn s hng ti. 2. Sn phm xut khu Lm th no sn phm ca bn ph hp vi nhu cu ca th trng? 3. ng gi ng gi sn phm nh th no? 4. Bn sc ca cng ty v sn Cc nh v sn phm v thng phm xut khu ca cng ty hiu sn phm? 5. Tnh chi ph xut khu v nh nh gi sn phm th trng mc gi sn phm. tiu nh th no? 6. Knh phn phi sn phm La chn cc knh phn phi sn phm 7. Xc tin xut khu Lm th no xc tin bn hng (cch thng tin ti khch hng v s

phn hi ca khch hng). 1. Phn on th trng Nh nh ngha Chng 3, th trng l mt nhm ngi (cc khch hng tim nng) cng c chung mt nhu cu i vi mt loi sn phm hoc dch v nht nh. Nh mt tn gi chung, "th trng" thng qu rng bn c th tp trung ngun lc vi hy vng xm nhp thnh cng. Khi tm kim c khch hng hoc ngi tiu dng, bn cn c gng thu nh nhm khch hng mc tiu ca mnh. Hu ht cc doanh nghip va v nh (SME) cc nc ang pht trin u ch xut khu cc sn phm bn nguyn liu hoc ph tng. Cc th trng mc tiu ca h l nhng khch hng trong lnh vc cng nghip s dng nhng mt hng lm nguyn liu sn xut cc sn phm ca h. Nhng khch hng ny tng i d tm bi v h thng qung b cc hot ng v nhu B2B hay B2C? cu ca h. Tuy nhin, i vi mt s nh xut khu hng tiu dng th vic tm kim ngi tiu dng li rt kh khn. Cc nh Khch hng hay xut khu khng bit c tn v a ch ca h. Trong khi , cc nh xut khu li rt cn phi bit nhu cu v s thch ca ngi ngi tiu dng tiu dng c th thit k nhng sn phm tt nht v ph hp vi h. Do vy, thm nhp th trng, cc nh xut khu s phi thng qua cc nh nhp khu hoc ngi mi gii v tip cn nhng ngi ny theo cc phng thc marketing tng t nh cc nh xut khu hng cng nghip. Nhng phng thc ny i khi c hiu nh "marketing kinh doanh". Trong nhm khch hng ny c th phn chia thnh nhng nhm nh hn c cng nhu cu i vi mt hng c th. Nhm khch hng c phn chia nh vy c gi l phn on th trng. Sau , cc phn on th trng thm ch li c th c chia ra thnh nhng phn nh hn na, c gi l "cc ngch th trng". Trong thi k cnh tranh hin nay, hu ht cc nh cung cp nhm ti cc th trng ngch nh vy thm nhp th trng nc ngoi. Hy bt u t ci nh, l phng chm hnh ng Vo u nhng nm 1950, cc b ni tr Chu u nhn chung u git qun o trong chu git. H dng x phng bnh loi cng ch xt mnh. Khi my git ra i, cc b ni tr cn mt loi x phng khc, loi x phng ch cn xt nh, di dng bt. H to thnh mt phn on th trng x phng git. Mt phn on th trng mi c hnh thnh. Ngy nay, cc phn on th trng khc pht trin, l: cc b ni tr c nhu cu bt git c thnh phn enzymes c th git nhit thp hn, tn t in hn v cc b ni tr c

nhu cu bt git khng c phosphate bo v mi trng t nhin hoc cc loi bt git hng dt hin i. Ngy nay, hng P&G ang bn loi bt git thun tin cho vic git nhng cn git kh ti gia nh. Nhng phn on th trng thng c hnh thnh v cui cng li bin mt. Cc nh sn xut nhanh chng pht hin nhng phn on mi khi h xy dng tim nng pht trin th trng mi. Mt trong nhng nhim v sng to v y thch thc i vi cc thng nhn l pht hin ra nhng phn on th trng . c gi l "s phn on th trng". B quyt ca vic phn on th trng l tm ra s cn bng gia s cnh tranh v kh nng sinh li. Do vy, bn s khng ch tm kim th trng m cn phi pht hin ra cc phn on v ngch th trng thch hp. Thch hp y c ngha l ph hp vi cc sn phm c trng ca bn. Bn s tm thy khch mua nhng phn on th trng ny (thng l cc nh nhp khu hoc cc i l thu mua). Hy c gng miu t h cng chi tit cng tt, nu r cc l do c th ti sao h s b tin ra mua hng ca bn. 2. Sn phm xut khu 2.1. Sn phm l g? V l thuyt, bn c th tm thy th trng cho bt k sn phm no cc nc cng nghip pht trin. Trong thi k sung tc, ngi tiu dng cui cng tng cng mua hng, v vy cc nh sn xut cng s tng nhu cu ca cc sn phm bn nguyn liu ca bn phc v cho hot ng sn xut ca h. Sn phm l ca ci v nim t ho ca cng ty v l kt qu ca nhiu nm pht trin v ti u ho sn phm, thch nghi ho sn phm vi nhu cu ca khch hng v vi phng thc sn xut hiu qu nht. l mt chui cc hot ng lp i lp li "thc hin, thch nghi v ci thin sn phm" nhm a ra th trng sn phm tt nht. Vy, sn phm l g? Theo l thuyt marketing, sn phm l ci "p ng nhu cu v mong mun ca ngi mua". Ngi mua, khch hng hay ngi tiu dng, sn sng tr tin mua sn phm nu h hy vng rng sn phm ca bn s ph hp vi chi ph b ra. Khi mua sn phm , khch hng s c c mt cm gic tho mn mnh hn cm gic mt mt v chi ph cho sn phm. iu gii thch ti sao cc thng nhn lun lun bn rn vi vic lm th no t c s tho mn cho khch hng. Nu c tho mn, khch hng ca bn s c khuynh hng mua sn phm ca bn tip tc v mi mi. Hot ng ti mua hng ca khch hng rt quan trng i vi doanh thu v s pht trin ca cng ty bn. Vic mua hng ln u ca khch hng l yu t cn thit dn n thnh cng cho cng ty. Cng ty bn hng s phi chi ph rt nhiu cho vic qung co v xc tin bn hng c c n hng u tin ny. Do vy, n hng u tin s kh t i vi ngi bn. Ch khi

no khch hng ti mua hng, ngi bn mi bt u thu li. Ti mua hng l nguyn nhn c bn gii thch ti sao cc cng ty c gng tip tc hot ng. iu cng tng t i vi cc th trng ni a, ch tr trng hp i vi cc nh cung cp hng cng c sn xut, cc mt hng rt ln, c gi tr cao v thng ch c mua mt ln. i vi nhng mt hng ny, qua mt n hng duy nht , ngi bn phi thu li c tt c chi ph u t. Tt nhin l bn cng s lo lng v vic tm kim ngi mua, khch hng hay ngi tiu dng. V c bn, i vi tt c cc sn phm ca bn, k c sn phm nguyn bn v c thch nghi ho, u c th trng cc nc cng nghip. Vic tm kim khch mua i hi mt qu trnh nghin cu t vic hiu r mi sn phm ca bn ti nhng l do khin khch hng s la chn mua sn phm . 2.2. ng c mua hng

Ngi mua tm kim s tho mn (sn phm lm h hi lng) hn l s mt mt (h phi tr tin) khi sn phm cho h nhiu hn l chi ph h phi tr. Ngi mua so snh nhng thun li v bt li ca vic mua hng da trn 2 "tiu ch": v chc nng (liu sn phm s tt/hot ng tt nh mong mun khng?" v v cm xc (liu sn phm c lm cho h cm thy tt hn khng?). Tiu ch v chc nng i vi s la chn ca ngi mua thng theo l tr. H thng t hi liu vic mua sn phm s gii quyt c vn ca mnh hay khng, s lm cho cuc sng ca h thoi mi hn, giu hn hay hu ch hn hay khng. iu ph hp vi c ngi mua hng cng nghip v hng tiu dng. Chnh trong sn phm cng phi lm cho khch hng hiu r iu ny thng qua nhng din gii v sn phm hoc bao b sn phm, trong nhng ti liu hng dn s dng, nhng qung co h tr cho vic xc tin sn phm. Cc ng c v cm xc kh pht hin hn. Cc sn phm c sn xut lm tng v p ca con ngi (m phm, thi trang, trang sc) hoc cm gic t nhin (thc phm, l si, iu ho nhit , trang tr ni tht, qu tng) c cc yu t cm xc ln. Phn ln ngi tiu dng phn ng vi nhng yu cu v cm xc ny, trong khi i vi khch mua hng cng nghip trong mi trng giao dch doanh nghip vi doanh nghip th cc ng c v cm xc t lin quan hn.

Trong lnh vc cung cp hng cng nghip, cc khch mua xem xt, nh gi v cng ty xut khu cng nh cc sn phm ca h. Khi mua cc mt hng bn nguyn liu hay ph tng, iu quan trng i vi khch mua khng ch l cht lng hng ho m cn l kh nng ca nh xut khu trong vic duy tr ngun hng cung cp ng tin cy vi mc gi n nh. Ch nhng nh cung cp chuyn nghip v c h thng t chc tt mi c th lm c nh vy. Bn cnh vic nh gi sn phm, cc khch mua nh gi nng lc v s tin cy ca nh cung cp.

B2B

i khi c th nhn bit c khi quyt nh mua hng th ng c no ca khch hng chim u th. Khi mua hng radio hay in thoi, u tin khch hng xem xt v chc nng ca sn phm (sn phm hot ng tt nh qung co hay khng, sn phm c c bo hnh khi b hng hc khng?...), sau l nh gi v mu m ca sn phm. Khi mua bt git, cc b ni tr b chi phi bi nhng ng c v cm xc (chm sc gia nh), sau l nhng ng c v v sinh (qun o chc hn s c git sch hon ton). Vic quyt nh mua hng him khi ph thuc vo ch mt loi ng c. Ngi kinh doanh khn kho trn th trng thng xem xt c 2 loi ng c v h nhn nhn sn phm v cng ty ca mnh di con mt ca ngi mua. Nhng nh gi ny rt quan trng trong vic thit k (thit k li) sn phm ca bn cho ph hp vi cc th trng cc nc cng nghip. Nhng th trng khng ch c s cnh tranh khc lit m cn l th trng ca nhng ngi mua,ngha l chnh ngi tiu dng la chn mua ci g ch khng phi ngi bn quyt nh ngi tiu dng c php mua ci g. 2.3. Sn phm hoc dch v ca bn phi c bit quyt nh xem liu sn phm ca bn c phi l sn phm xut khu tt khng, bn cn lm cng vic tip theo l nh gi kh nng cnh tranh ca sn phm. hu ht cc th trng nc ngoi c loi sn phm ca bn v l cc sn phm ca cc i th cnh tranh m bn cn phi u tranh ginh th phn. Liu bn c th lm sn phm ca bn khc i v tt hn cc i th cnh tranh khng? Bn bit rng sn phm ca bn trc tin cn phi m bo cht lng theo cam oan ca bn. c bit, th trng EU, khch hng i hi rt kht khe v h c kh nng i hi nh vy. H c tin mua ci h cn v vic d dng tip cn thng tin v tt c cc loi sn phm gip nhng ngi tiu dng EU c kin thc v cht lng sn phm m h c th b tin mua. Vi tim nng rng ln ca mt th trng chung Chu u v 450 triu dn, EU thu ht s lng ln cc nh cung cp. l s cnh tranh khc lit ca khong 30 triu nh cung cp t cc nc EU, t Nht Bn, USA v cc nc ang pht trin. Do , sn phm ca bn phi m bo chnh xc nh bn ha hn trong bn m t sn phm v qung co. Bn

phi thc hin li ha . Sn phm ca bn phi bn hoc chu ng c nhng tc ng khc nghit, khng b hng hc, khng b mc nt hay han g, khng b mt mu. Khi gii thiu ra th trng, sn phm ca bn phi thc s hon ho, khng t vt. Hn na, cht lng sn phm ca bn cn nht qun. Khng cho php bt k sn phm li no c th lt qua c h thng kim tra cht lng ca bn. Hin nay hu ht cc nh sn xut hin i thc hin vic kim tra cht lng hng ho gt gao hn. Phng thc "ngc dng" l cch gim st tng thi im m cc nh thu ph giao cc sn phm bn nguyn liu v ph tng. Bng cch ny, "nhng khe h v cht lng" s c pht hin sm tng giai on v c th khc phc c vi chi ph thp hn. ng thi cc nh sn xut cng tit kim c kinh ph, bi cng vic kim tra ny s ngn nga vic phn phi nhng sn phm hng ra th trng v sau li mt chi ph thu gom li. Qua s gip h hn ch c s thit hi trong sn xut v vic nh gi cng cnh tranh hn. Bn cn lu rng hot ng ca cc nh cung cp nh cng ty bn thng b nh gi khi sn phm xu v t khi c nhn nhn bi sn phm tt. Do , tt nht l bn nn tun th theo cc quy trnh ca h thng ISO bi v h thng cht lng ny m bo cho bn v ngi mua rng sn phm ca bn l sn phm ca nh sn xut cht lng hng u. Nhng iu khng phi lc no cng gip cho sn phm ca bn tt hn v gy s ch ti ngi mua. iu kin l tng ca bn cn thc hin "chng trnh bn hng c bit - USP" i vi sn phm ca mnh. iu g lm cho sn phm ca bn c bit? Ci g lm cho sn phm ca bn c c trng ring? Cu tr li l: mi th u c th to cho sn phm ca bn nhng nt c bit, min l khch hng hay ngi tiu dng nhn ra iu . Khi so snh vi cc sn phm cnh tranh, nt c bit trong sn phm ca bn c th l: i vi cc sn phm tiu dng:

Mi v, kiu dng, mu sc hoc hnh dng tt hn

Hot ng tt hn (vn hnh tt hn)

Gi thp hn

bn lu hn hoc bo qun d hn

Mang vc d hn, thun tin hn hoc nhanh hn

Bao b p hn hoc tt hn

Lun sn c hng (giao hng ng hn, lng hng trong kho)

Dch v tt hn

i vi cc sn phm cng nghip

Hot ng tt hn

bn lu hn, khng c khuym khuyt

Mang vc, lp t v bo qun d hn

t tp cht

Khng ngng i mi

Chng loi sn phm phong ph

Dch v giao hng tt, thng ng hn

Dch v sa cha nhanh v min ph

C th lin h 24/24 gi trong ngy

Tm li: khch hng mua sn phm ca bn s tt hn ca i th cnh tranh. Cc c hi ca bn trn th trng xut khu s tng mnh khi bn trin khai mt chng trnh bn hng c bit. Bn c th to s c bit cho sn phm ca mnh bng cch a thm gi tr gia tng vo sn phm. tm cch ci tin sn phm hoc lm cho sn phm c bit hn, bn cn xem xt tt c cc kh nng v li ch ca sn phm. Nh bn bit, li ch ca sn phm l nhng c im ca sn phm ph hp nht cho ng c mua hng ca khch hng. l nguyn nhn ti sao khch hng mua sn phm ca bn. Nu bn l nh cung cp cc nguyn liu th hoc mt hng bn nguyn liu dng cho sn xut hng cng nghip th bn hu nh kh c th to c s c bit cho sn phm ca mnh. Ngc li: khch hng mua sn phm v l sn phm tiu chun. Thm ch khch mua khng cho php c bt k s thay i no c th to ra s c bit cho sn phm. Trong trng hp ny bn phi tm bin php to ra s c o cho cng ty ca bn. Nhng bng cch no?

B2B: Lm cch no to ra s l: nu bt im mnh ca cng ty bn vi t cch l nh cung c o cho cp; pht trin cc h thng c bit gip bn tr thnh mt mt cng ty? xch ng tin cy nht trong mng li cung cp; nhn mnh cc phng thc giao hng nhanh v hon ho, phng php lu tr lng hng va phi c th to iu kin cho vic sn xut ca khch hng khng b gin on; m bo s n nh v gi c Hy m bo rng bn qung b cng ty bn nh mt a ch bn hng c o v chnh l bng chng chng t nhng cam kt ca bn l ng tin cy 2.4. Thch nghi ho sn phm

Nhu cu v mong mun v sn phm ca khch hng nc ngoi khc xa so vi khch hng ni a. Do , bn c th phi thay i sn phm (hay dch v) ca mnh phc v vi mong mun ca khch hng nc ngoi. Theo thut ng marketing: bn phi lm cho sn phm ca mnh ph hp vi th trng. L do phi thc hin vic thch nghi ho sn phm:

Lm cho sn phm ca bn tt nh sn phm ca cc i th cnh tranh. l "bt chc". Lc ny, gi c s l cng c cnh tranh vi i th cnh tranh (v cc lut s s bo v c quyn nhn hiu).

Lm cho sn phm ca bn tt hn hoc c bit hn so vi cc i th cnh tranh. Theo cch ny bn cn thc hin chin dch bn hng c bit (USP). iu lm cho vic so snh sn phm ca bn vi i th cnh tranh s kh khn hn i vi ngi mua. H c th ngh rng sn phm ca bn c gi tr gia tng nhiu hn v h sn sng chp thun tr gi cao hn. H cng s gn b vi sn phm lu hn.

ph hp vi cc lut l v quy nh ca th trng nc ngoi. C rt nhiu cc quy nh ti cc nc nh: quy nh v sc kho v an ton cho ngi tiu dng, quy nh v tiu chun ho kch c v trng lng. Chu u, bn c th nhn bit cc quy nh theo cch vit tt nh: tiu chun dn nhn CE, CEN/CENELEC, ETSI

Lm cho sn phm ca bn tt hn v vn chuyn d dng hn. Vic ng gi sn phm ng cch c th gip tit kim chi ph vn chuyn hoc gi cho sn phm khng b h hi.

c tnh mc thu sut nhp khu thp hn.

L do cui cng nhng khng km phn quan trng, l v khch hng ca bn dt khot mun bn thay i sn phm ph hp vi nhu cu ring ca h. Trng hp ny xy ra i vi cc sn phm cng nghip cng nh sn phm tiu dng, khi khch mua c th c yu cu v c im k thut ring ca h. Ngy cng c nhiu khch mua l cc nh sn xut c th yu cu bn tham gia vo qu trnh thit k sn phm, s dng b quyt ca bn ci thin sn phm v sn xut. Nhng c hi ci tin sn phm nh vy rt quan trng v chnh l thm gi tr gia tng v sn phm m khch mua khng th lm c hoc cha ngh ti.

2.5. Ci tin sn phm Hu ht cc sn phm ch c mt vng i nht nh v sau s tr thnh sn phm li mt hoc li thi. Nguyn nhn ch yu l do s thch ca ngi tiu dng khng ngng thay i v pht trin. Tng t i vi hng cng nghip; hng cng ngh sn xut mi ra i to iu kin cho hot ng ch to nhanh hn v r hn hoc loi nguyn liu th mi c tm kim nhm ci thin cht lng sn phm ca bn (ca ngi mua). i vi mt s sn phm ngoi l, vng i sn phm (PLC: thi k sn phm c th to ra

li nhun) kh di. V d nh: ung gii kht v thuc l, cc thit b cng nghip v cng thc ho hc. Phn ln cc loi sn phm khc c vng i rt ngn. cc th trng cc nc cng nghip, thi gian trung bnh ca vng i sn phm hng tiu dng khong t 1- 5 nm. Thi trang c th li mt ch trong vng 3 thng.

Nhng nh kinh doanh (xut khu) chuyn nghip nhn thc r c iu ny. H lin tc theo di khch hng v s thch ca ngi tiu dng nhm theo kp s pht trin v th hiu, thi trang , phong cch sng, cng ngh, quy trnh v thm ch c lut v cc quy nh ti th trng mc tiu. H c th d on sn phm no "ang suy thoi" v hng pht trin mi. Mi nh cung cp quc t u phi t nng ng trong qu trnh pht trin sn phm theo m hnh xon c"Ph hp, thch nghi, ci thin sn phm". Khi ngun hng gim, nhu cu t, h c xu hng tp trung vo cc sn phm hoc nng lc tt nht ca mnh. Thm ch cc cng ty ln a quc gia li v vi "s trng" ca mnh (nhng hot ng h c th lm tt nht), thu ngoi vic sn xut cc mt hng bn nguyn liu, ph tng, nguyn liu ng gi v thm ch c khu thit k vi nhng i tc c th lm tt hn v gi r hn. Hin nhin rng, bn cn tm ra sn phm no ca mnh l sn phm c th s bn c trn th trng. Vic nghin cu l cha kho m ra th trng cho sn phm ca bn. Trong giao dch doanh nghip vi doanh nghip, khch mua thm ch s khng cho php bn bc vo th trng nu nh bn khng c kin thc c bn v th trng ca h . Vic hiu th hiu ca ngi tiu dng cui cng kh khn hn nhiu v iu i hi phi c s nghin cu chuyn su, ch ra i hi s chuyn mn ho. bit thm chi tit, bn c th tham kho cun "Hng dn nghin cu th trng" do Cc Xc tin Thng mi bin tp t cun

nguyn bn ting Anh "Your Guide To Market Research" ca T chc Xc tin Nhp khu t Cc nc ang pht trin ca H Lan (CBI). 2.6. Sn phm ca bn thch hp xut khu cha? Hy xem xt li kh nng nhp khu sn phm ca bn ti th trng nc ngoi. Thng thng, nhng hng ro thu quan v phi thu lm cn tr bn t ti mc tiu xut khu. Nu doanh nghip khng tun th theo cc lut l, quy tc ca th trng mc tiu, h c th b l c hi v khng th thm nhp th trng. Mc 2.5.3: "nh gi xut khu" ch r nhng ro cn phi vt qua khi thm nhp th trng nc ngoi. Mt iu may mn l cc quy nh ca chnh ph c cng b cng khai, do vy bn c th tip cn c. n gin l bn hy kim tra cc quy nh v nhp khu i vi sn phm ca mnh, s dng m BTN hoc HS truy cp s liu. Nh hng dn, bn c th tm kim nhng s liu ny trong Chng trnh H tr m rng xut khu ca Lin minh Chu u (EU) ti a ch: HYPERLINK "http://export-help,cec.eu.int/" http://export-help.cec.eu.int/. Nhng thng tin v hn ngch nhp khu hng dt v thp ca EU c th tm kim ti trang web: http://sigl.cec.eu.int/. Bn s kh khn hn khi tm kim thng tin v cc ro cn phi quan thu i vi sn phm kinh doanh ti th trng EU lin quan ti vn an ton v sc kho cho ngi tiu dng (v sinh an ton thc phm v an ton khi s dng sn phm theo quy nh nhn mc CE), cc vn mi trng (nh vic s dng cht c hi, ti sinh) cng nh cc vn x hi (ci thin iu kin lm vic). Nguyn nhn l do cc quy nh v ro cn phi quan thu c phm vi rt rng. Bn khng th xem xt tt c lut php EU khi giao dch vi th trng ny. C s d liu AccessGuide v cc ro cn thng mi phi quan thu ca EU, cung cp nhng thng tin tng quan v phn tch v nhng yu cu ca EU i vi cc ngnh hng chnh, ti a ch: www.cbi.nl/accessguide. i vi nhng sn phm hay dch v khng thuc phm vi bt buc phi tun th theo cc quy nh th "ro cn nhp khu"ch yu thng l tnh hnh th trng hin ti, hay ng hn l khong trng m cc nh cung cp hin ang hot ng trn th trng (cc i th cnh tranh) li cho bn. khng phi l ro cn v k thut m l ro cn v thng mi. Chin lc sn phm Sau khi nghin cu tt c nhng yu t gp phn gip bn la chn cc sn phm v dch v c th xut khu, bn cn nu r nhng sn phm v dch v ny trong K hoch Marketing Xut khu". Bn k hoch ny bao gm:

Phn tch c im li nhun

Chin dch bn hng c bit

Pht trin sn phm (v ci tin sn phm) v:

ng gi sn phm. Bn c th tham kho mc 3 di y

3. ng gi Vic ng gi sn phm lm tng sc hp dn i vi sn phm xut khu ca bn Ba chc nng ca vic ng gi sn phm: Bo v sn phm trong thi gian vn chuyn Phn nh sn phm thnh nhng n v hng ho c th bn c (v d chuyn i hng nguyn vt liu thnh cc n v hng tiu dng) hocd dn gin l lm cho sn phm c th tip cn c ti ngi tiu dng. Truyn t thng tin ti ngi mua/ngi tiu dng (v d: qung co hoc hng dn s dng) Khng ai c th ph nhn tm quan trng ca vic ng gi sn phm. Mt s nh sn xut thc phm thm ch hi qu khi tuyn b rng h khng phi kinh doanh trong lnh vc ch bin thc phm m l ng gi thc phm. Tuy nhin, mt s nh xut khu li l l trong vn ny. H khng ch tm nn khng bit c li ch ca vic ng gi sn phm i vi hot ng kinh doanh ca mnh. ng gi sn phm thc s h tr cho hot ng bn hng. Khi bn xut khu ti cc nc c mc sng cao, vic ng gi sn phm ca bn cn phi tht hon ho. Hy s dng nguyn liu tt nht hin c v kh thi v mt kinh t. Khng c dng giy xm xt, m hy dng giy carton hoc kim loi bn, in p v ngh thut. Vic ng c u t. Khch mua nhn thy s cn thn trong vic ng gi sn phm ca bn v s nh gi rng bn cng s m bo cht lng cao i vi sn phm ca mnh. Chng nhn "Green dt" bo v mi trng trnh nhim t nhng bao b ph thi". mt s nc c cc quy nh kht khe v ng gi v dn nhn hng ho, c bit i vi cc sn phm dinh dng, d i thiu hoc c hi. Ti EU, xu hng ng gi sn phm lun song hnh cng bo v mi trng. V nguyn tc, tt c cc nh cung cp cc sn phm c ng gi cn sn sng v c th thu li c nguyn liu bao b ca mnh trnh hnh ng vt rc lm nhim mi trng. Cm s dng nha PVC ng gi sn phm. D sao th vic s dng nguyn liu nha cng khng c khuyn khch, tr trng hp nguyn liu c th hu b c vi chi ph thp. u tin s dng cc nguyn liu ng gi c th

phn hu c nh vi khun, c hp thu t nhin m khng thi ra hoc thm ch c th s dng li (ti sinh). i tc kinh doanh ca bn (nh nhp khu, khch mua) s cung cp thng tin cp nht trong lnh vc ny cho bn v hnh ng thay bn (hu hoc thu li bao b sn phm). i vi ngy cng nhiu cc nc EU, i tc kinh doanh s gip bn c c chng nhn 'Green dt' khi bit rng bn k kt hp ng vi mt bn th ba thc hin gip bn vic hu ti sinh bao b m bo s thn thin vi mi trng. i khi sn phm ca bn phi tun th tho kch thc v trng lng tiu chun (nh tiu chun E) to iu kin cho ngi tiu dng c th so snh chng vi cc sn phm cnh tranh. i vi cc nh cung cp hng cng nghip, vic ng gi thng c m t trong hp ng: c th v kch thc, nguyn liu v thm ch phng thc vn chuyn. H cn phi tun th theo nhng ch dn B2B

Vic bo v hng ho gn lin vi qu trnh vn chuyn hng ho. Container c th bo v hng ho khi vn chuyn ng di. Container l nhng chic hp ln (phn ln l bng kim loi) c s dng vn chuyn hng qua ng bin, ng b v thm ch ng hng khng. Container c kch thc c tiu chun ho tnh theo n v o lng l feet (20 hoc 40 feet). Container vn chuyn theo ng hng khng c hnh dng theo kch c khoang ch hng ca my bay. i vi container, ngoi tiu chun v di cn c tiu chun v trng lng ch hng ti a. S dng container thng c hng mc thu vn chuyn thp hn khi vn chuyn trn ng thng. Di gc ca nh xut khu, bn thng tm kim nhng ng vn chuyn r m khng xem xt ti yu t gy bt li ti vic bo v hng ho. Hy tham kho kin hng giao nhn vn ti ca bn. Mt iu c bit lu v vn bao b sn phm, l vai tr ca bao b nh mt phng tin truyn t thng tin ti ngi mua. i vi cc mt hng thc phm, i khi lut l nc s ti yu cu ghi r hm lng (trng lng tnh ti thiu) v thnh phn (danh sch cc cht to thnh) ca sn phm. Theo nguyn tc, bao b cn ghi tn nh cung cp v trong mt s trng hp cn ghi c nh nhp khu. Mt s quy nh khc v bao b c th yu cu cp ti hn s dng sn phm bo v ngi tiu dng trnh mua phi hng qu hn. i vi cc mt hng dng gia nh, bn c th in hng dn s dng trn bao b sn phm. Ni dung ca nhng quy nh k thut ny c th tm kim trong cc iu lut v quy nh ca th trng mc tiu. l nhng thng tin c th truy cp cng khai nn bn cng d dng tip cn c. Bn nn nh rng nu b qua nhng quy nh ny, bn c th khng c cp giy php nhp khu hoc thm ch b pht v hng ho b hu b. Cui cng, khch hng chnh l i tng m bao b sn phm ca bn cn thu ht s ch .

Lc c th l thi im quyt nh mua hng i vi khch mua ca bn, do vy bn hy lm bao b trng tht hp dn. Khi mt thng hiu thc phm truyn thng nh Heinz mi phi thay i nhn hiu nc xt c chua nm ln u tin k t nm 1886 ni ln tm quan trng ca s hp dn ca nhn hiu hng ho. Bn hy trung thc i vi khch hng. ng la gt khch hng bng cch gii thiu cht lng ca sn phm trn bao b tt hn rt nhiu so vi cht lng thc ca n. ng v con tm mu hng trn bao b sn phm ca bn, trong khi thc t con tm li mu xm. Nhim v ca bn l thit k bao b sn phm ca bn, trong khi thc t con tm li mu xm. Nhim v ca bn l thit k bao b hng xut khu sao cho nhn tht hp dn, thun li cho vic s dng sn phm v vi chi ph thp. Vic lm khng phi d dng nhng rt cn thit. Hy miu t y v ng gi sn phm trong k hoch xut khu ca bn. 4. Bn sc ca cng ty v sn phm xut khu i vi nhng doanh nhn c gic quan kinh doanh tt th c rt nhiu cch thm nhp th trng nc ngoi . Bn chn cch thm nhp no ph thuc vo cc mc ch cui cng ca bn l g? Di y l mt s la chn:

Bn mun thm nhp th trng mt cch khng n o, vi s tin v thi gian u t mc ti thiu. Do vy, bn cn li ko khch mua nc ngoi ti cng ty bn v mua hng trc tip t xng hoc kho ca bn. Bn c th gia cng hng cho khch theo yu cu ca h v c im ring ca sn phm thng qua hp ng ph hoc hp ng li-xng. Sn phm ca bn s c c im ring theo ngi mua la chn.

Bn c tham vng ln hn na. Bn mun a sn phm ca mnh ti th trng v bn s u t c c s tn nhim, trung thnh ca khch hng. Bn trng ch vo li nhun trong tng lai ch khng phi hnh ng gp rt, li nhun thu nhanh nhng mc va phi. Sn phm ny s c c im ring do bn, vi t cch l nh xut khu, to ra.

cch la chn th hai, bn s nhn thy rng sn phm ca bn cn phi c khch hng nhn bit nh mt sn phm c bit. t mc ch ny, bn s c gng to cho sn phm ca mnh ph hp vi s mong mun ca th trng (hoc phn on th trng) mc tiu. Trong thut ng marketing, iu c gi l "nh v" (positioning) v i hi phi c s n lc chung trong tt c cc hot ng marketing, gp phn to nn nt ring ca sn phm, nh m khch hng nhn bit c sn phm ca bn. Mt s nh xut khu gn sn phm ca mnh vi mt ci tn v nhn hiu mi v hy vng rng n s gp phn to nn nt ring ca sn phm v s trung thnh ca khch hng. iu hon ton ng, nhng ch ng i vi cc nh xut khu c kh nng nui dng nhn hiu thng qua cc hot ng xc tin thng mi phong ph, a dng. Nhn hiu cng

cn phi nh "con ngi", i hi phi c s n lc thc hin cc qung co c quy m lm cho nhm ngi/khch hng mc tiu bit n. Thng thng, ngn sch ca cc cng ty xut khu va v nh (SME) khng kh nng thc hin vic ny. Tuy nhin, vic dn nhn sn phm l cn thit, c bit khi cng ty bn t chng ch ISO. i vi bt k tn no m bn dng dn nhn sn phm, bn cn m bo chc chn rng tn cha c ai ng k bn quyn. Hy kim tra tt c ngha tiu cc c th c i vi ci tn ny, nu nh bn khng thng thuc ngn ng hoc vn ho ca th trng mc tiu. Theo l t nhin, cc nh cung cp theo m hnh B2B sn xut sn phm cung cp cho cc nh sn xut khc. Nhng nh sn xut ny s dng thng hiu ca mnh gn cho cc sn phm (hng tiu dng) ca h. Trong trng hp ny, thng hiu ca sn phm tu thuc vo s mong mun v th ca ngi cung cp chuyn nghip v ng tin cy trong mt khch mua ca mnh. Bn hy pht trin theo mc tiu , tm ra mt s nguyn nhn nhng thuyt phc ti sao khch mua hi lng vi bn. Khi la chn v th ca mnh. Mi thay i trong tiu ch hnh ng ca bn s lm khch mua lng tng v lo ngi.

B2B

nh v trn th trng l mt cng vic i hi s tinh t, hng ti ngi tiu dng cui cng, ngi mua hng cng nghip v i tc thng mi. Bn cn hiu y nhu cu ca nhm khch hng mc tiu ca bn trc khi m t cch thc h c th nhn bit bn. Cch tt nht l xy dng v th ca mnh bng cch bt u t nhng vic nh v khim tn. Trc tin, hy khng nh v tr ca mnh trong nhng lnh vc u th i vi cng ty ca bn. Cui cng, bn c th pht trin mt v th ln hn nhiu nh kin thc ca bn v ngi mua, v th trng, khi nim ca cc i th cnh tranh v cc iu kin v vn ho v thng mi trn th trng mc tiu. i vi Chin lc xy dng thng hiu cng tng t. C hai yu t ca Chin lc thm nhp th trng cn c bao hm trong chng trnh Marketing xut khu (EMP). Tm quan trng ca cc yu t ny r rng: Bn phi thit k "b mt" cho sn phm ca bn v lm cho ngi mua, bn lin quan quan trng nht trong hnh trnh xut khu ca bn, c th nhn thy c. iu gii thch ti sao vic xy dng v th v thng hiu c gi l nhim v chin lc. Nhiu ngnh cng nghip coi hot ng thit k v xc tin hnh nh cng ty quan trng ti mc h c i ng cc cn b qun l c chuyn mn thc hin nhim v ny. V vn ny, bn c th tham kho cun "Xy dng hnh nh cng ty" do Cc Xc in thng mi bin tp t cun nguyn bn ting Anh 'Your Image Builder' ca CBI. 5. nh gi v tnh chi ph xut khu Chin lc nh gi l yu t quyt nh trong Chin lc thm nhp th trng ca bn v

lin quan ti cc quyt nh qun l nh xc nh gi bn sn phm (t ra mc gi), tnh gi thnh cc sn phm ca bn (chi ph) v thay i gi theo i hi ca th trng. Cc nh xut khu thng lng l gia hai thi cc: hoc a ra mc gi cao i vi cc khch hng giu c hoc chp nhn cho mc gi thp nht thm nhp th trng. Mc d vic nh gi l v cng quan trng, nhng cc nh xut khu cn thc hin vic ny nh tt c cc cng c marketing khc t c thnh cng trong xut khu. nh gi bn trn th trng, c bit i vi ln u thm nhp th trng; Phn ng nh th no vi s thay i v gi sau khi gia nhp th trng; Gi gi thnh sn xut cng thp cng tt gi vng sc cnh tranh 5.1. Vai tr ca khch hng trong vic nh gi sn phm Cch nh gi sn phm xut khu d dng nht l tnh gi thnh v cng vi 15% li nhun. V k thut, iu c ngha l bn xc nh gi xut xng, bao gm gi thnh sn xut cng vi s phn trm li nhun no v cho gi FOB i vi cc nh nhp khu nc ngoi. Phng php ny rt thng dng v c gi l phng php chi ph cng (Cost-Plus Method). y c th l phng php nh gi d nht nhng cha phi l phng php hay nht. Nguyn nhn 1: Gi bn ca bn ti th trng mc tiu c th qu thp, to iu kin cho nh nhp khu thu c li nhun khng l m khng chia s cho bn; Nguyn nhn 2: Gi bn ca bn c th qu cao lm cn tr vic chim lnh th phn ca bn v khng ai mun mua sn phm ca bn Phng php chi ph cng khng thch hp cho vic s dng lm cng c marketing xut khu v bn khng th tc ng ti vic mua sn phm ca ngi tiu dng v bn ph thuc qu nhiu vo nhng ch th khc (v d: nh nhp khu). Cch tt nht l bn t tm hiu xem iu g khin cho khch hng sn sng b tin ra mua sn phm ca bn. l ng c mua hng quan trng bi v n th hin s hy sinh (tr tin) m khch hng sn sng b ra nhn c s tho mn (tnh nng ca sn phm). Cc khch hng quyt nh mua hng khi so snh s hy sinh (tr tin) vi s tho mn d kin c c. H so snh gi ca cc sn phm cnh tranh (v d: cc loi bnh m khc nhau), ng thi so snh v cht lng (loi hng no cung cp gi tr dinh dng tt nht). Tip , khch hng so snh cc sn phm c th thay th nhau (v d: go v bnh m). Tiu i vi cc nh xut khu cn lu 3 vn ti chnh sau

ch chnh c s dng so snh l gi c. 5.2. Quy trnh nh gi Quy trnh nh gi da theo kiu tnh n gin. Bn c th bt u bng cch tnh gi thnh sn xut cng vi chi ph a sn phm ca bn ti c khch hng, t tnh ra gi bn cui cng. Bn cng c th tnh t gi bn hoc gi trn th trng gim xung bng cch ly gi ny tr i tt c cc chi ph cho ti khi c kt qu l gi thnh sn xut. C hai loi gi thnh sn xut v gi bn u l nhng im kim sot ca bn, i hi phi c nhng quyt nh da trn gc ca ngi qun l. Cc nh xut khu ca cc nc ang pht trin thng ch l nhng ngi bn theo gi th trng ch khng phi l nhng ngi nh gi. Sn phm ca h him khi c o ti mc h c th thc s n nh c mt mc gi trn th trng mc tiu. Khi cung cp hng cng nghip cho nhng nh sn xut khc, ngi mua thng nh gi. B2B "Hy sn xut sn phm ny mc gi l 2/n v, nu khng ti s phi tm ngun hng khc". Trong nhng trng hp ny, tt nht l bn lm theo yu cu ca ngi mua (vi iu kin bn khng b l trong thng v ny)

i vi nhng ngi bn theo gi th trng, vic quyt nh gi bn c thc hin nh sau:

Xc minh mc gi ca cc sn phm cnh tranh hoc/v sn phm thay th ti th trng mc tiu hin nay;

Thit lp cc yu t to nn gi bn trn th trng nh VAT, li nhun cho vic kinh doanh v nh nhp khu, thu nhp khu, ph vn ti, ph bo him;

Lm php tnh tr t trn xung di, gim tt c nhng yu t to nn gi sn phm d kin bn ra th trng ca bn t c mc gi xut xng (ex works) thng c gi l "ex factory") hoc ex warehouse;

Hy xem xt liu bn c th p ng c mc gi ny khng;

Nu khng, bn hy tnh ton li gi thnh sn xut ca mnh bng cch tm hng ct gim chi ph ti nh my hoc t chc ca bn, hoc ct gim ngn sch cho hot ng marketing vn cng nh hng ln ti gi xut khu ca bn;

c tnh tng mc bn ra trong giai on 3 nm, cc chi ph d kin, bao gm c nhng chi ph cho vn phng xut khu ca bn, chi ph i li v vn ng;

Tnh ton chi tit i vi tng sn phm, chia ngn sch c h tr cho tng s lng mt hng s c bn ra;

nh ra mc gi cui cng trn th trng;

Th nghim mc gi ny (thng qua hot ng nghin cu th trng)

l 9 bc quyt nh t c mc gi cui cng hoc kim tra xem liu gi thnh sn xut ca bn c thch hp khng. Quy trnh ny dng nh phc tp, nhng thc cht ch l nhng php tnh n gin. Di y l 2 v d v cc cch tnh ny:

Cch tnh t trn xung di gip bn thit lp gi nu bn c th p ng c cc mc gi trn th trng ca cc i th cnh tranh trn c s gi thnh sn xut ca bn hin nay.

Cch tnh t di ln trn gip bn t ra mc gi cui cng ca bn ti th trng mc tiu. Gi tiu dng: VAT*): Gi th trng tr i VAT: Li nhun ca nh bn l: Gi bn cho nh bn l: 1.180 180 1.000 250 750 +18%**)

V d 1: Cch tnh t trn xung di

= 25%**)

Li nhun ca nh bn bun: Gi bn cho nh bn bun: Li nhun ca nh nhp khu

90 660 33

+ 12%**) + 5%**)

Gi bao gm chi ph d hng ln 627 b (landed cost price): Thu nhp khu 188 Cc chi ph khc (lu kho, ngn hng)15 Gi CIF 424 Cc chi ph vn chuyn: Chi ph bo him: Gi FOB: Chi ph vn chuyn hng t nh my ti cng Gi xut xng (EXW): Gi thnh sn xut ti nh my: Li nhun xut khu (tnh theo 40 n v sn phm): Ghi ch: 120 4 300 5 295 255 40

+30%**) **)

**) **)

**)

**)

*) Thu VTA c tnh theo phn trm ca gi cha c VAT. Li nhun kinh doanh thng c tnh theo phn trm ca gi bn (xem v d 2). i vi mt s ngnh hng, li nhun kinh doanh c tnh theo phn trm ca gi mua. Cn ghi nh rng: mc thu VAT mi nc khc nhau, thm ch ngay trong khi EU cng vy (tham kho cun 'Exporting to the European Union' ca CBI). **) gi s - s c xc nh qua nghin cu Kt qu ca php tnh ny s l bn c th xut khu sn phm ca bn nu nh chi ph sn xut sn phm khng cao hn mc gi thnh sn xut ti nh my theo nh gi thuyt (255). Nu chi ph sn xut ca bn thp hn, c hi ca bn s tng. Trong v d v php tnh i vi hng tiu dng nh trn, gi xut xng (295) = 25% gi tiu dng (1.118). S nhn l 4. S nhn ny h tr php tnh (c bit i vi hng tiu dng), ct gim php tnh di khi gii php v gi c xem xt. S nhn ny c th thay i i vi nhng ngnh hng khc nhau. Khi s dng s nhn bn cn nh rng n c th lm kt qu php tnh sai lch i cht.

Bc tip theo ngc li vi bc u: bn s thc hin php tnh t di ln trn. Bn c th s dng phng php ny .

Thit lp gi hp l trn th trng khi bn khng c cch no khc bit chng.

Kim tra t m xem liu nhng n lc ca bn c lm gim gi thnh sn xut dn n gim gi bn trn th trng khng. B. Cch tnh t di ln trn

Cc bc: 1. c tnh tng mc bn ra trong nm k hoch, tnh theo s lng n v sn phm. 2. nh gi thnh sn xut ti nh my tnh theo n v sn phm v nhn vi tng s lng n v sn phm d kin c bn ra. 3. a ra tng gi thnh sn xut i vi s lng hng bn ra theo d kin 4. Cng thm li nhun mc tiu (hay li nhun kh thi c nu trong cch tnh t trn xung di); cng thm tng ngn sch dnh cho h tr marketing xut khu hoc xc tin xut khu. 5. Cng thm tng chi ph vn chuyn t nh my ti cng (cng vi chi ph c th c ti cng i) 6. a ra tng doanh thu d kin theo gi FOB 7. Cng thm tng chi ph vn chuyn ti cng n, cng chi ph bo him 8. a ra tng doanh thu tnh theo gi CIF 9. Cng thm thu nhp khu v chi ph mang vc hng ti cng n 10. a ra tng tr gi hng bn theo d kin, tnh theo gi bao gm chi ph d dng ln b. T y, cc php tnh c thc hin theo n v sn phm, ngha l chia thnh nhng n v tnh nh hn nh: hp/ thng i vi giao dch phn phi hng ho hoc ci/chic dng nh gi hng tiu dng.

11. Tnh gi bn ca nh nhp khu (gi s li nhun ca h vo khong 5% gi bn ca h). 12. Tnh gi bn ca nh bn bun (gi s li nhun ca h vo khong 12% gi bn ca h). 13. Tnh gi bn net (cha tnh VAT) ca nh bn l (gi s li nhun ca h vo khong 25%) 14. Tnh gi tiu dng hoc gi bn l bao gm c VAT (gi s VAT khong 18%). 15. So snh vi vic nh gi trn th trng ni chung. Hy iu chnh v ch tiu bn hng, ch tiu li nhun, ngn sch xc tin nu cn thit Ghi ch: *) ng qun tnh chi ph v tin t, tn dng v hoa hng cho i l. minh ho cho cc bc chi ph v tin t, tn dng bn c th tham kho v d di y: V d 2: Cc Cch tnh bc t di ln trn 1 2 3 4 5 6 7 8 9 10 255 255.000 40.000 55.000 5.000 355.000 124.000 479.000 143.700 8.000 630.700 Kt qu Phng php

1.000 n v

n v x (ng tin n v) = doanh thu 16% doanh thu c tnh 1.000 x 5 Doanh thu cng thm 1.000 x 124 Doanh thu cng thm theo gi CIF gi s: 30% CIF gi s chi ph bc vc Tng tr gi bn hng CCP cng thm

Hp 6.307 11 12 13 6.639 7.544 10.059

gi s: 100 n v/hp (100 : 95) x 6.307 (100 : 88) x 6.639 (100 : 75) 7.544

ng gi: gi s 10 n v trong 1 hp 14 15 1.187 (1.18 x 10.059) : 10 Nu gi trn th trng l 1.000, hy gim (255:1.187) x 255 = 54,8 t gi thnh sn xut ti nh my, a ra mc gi 200

bc 15 ch r, bn c th s dng phng php tnh t di ln trn tnh gi trn th trng nc ngoi. Thng tin bn cn tnh gi bao gm:

Gi thnh xut khu tnh trn n v sn phm

Mc tiu bn hng v thu li nhun

Chi ph vn chuyn t nh my ti cng

Chi ph vn chuyn ng bin ti th trng mc tiu

Chi ph bo him, chng t, tn dng/iu khon thanh ton

Chi ph cng thm vo gi vn i vi vic giao dch phn phi ti th trng mc tiu*

Mc thu VAT hoc thu mua bn hng ho (sale tax)

Thc t bn c th s dng phng php tnh t trn xung di/t di ln trn nh nhau (Chng 6). Trong trng hp ny, thi k nghin cu c tnh ton thng di hn (ln ti 3 nm) v cc nh xut khu s phi u t ginh c ch ng trn th trng. Cc cch tnh gi i vi hng cng nghip t phc tp hn do cc khu trung gian gia ngi bn v khch hng t hn, thng l do khng c khu trung gian khi cung cp hng trc tip. iu khng c ngha l bn s khng phi tnh ton, bi v bn cng cn c hiu bit su v vic nh gi bn trn th trng gi vng v th ca mnh khi m phn kinh doanh. Khng bao gi cho khch hng bit rng bn thiu b quyt thng trng v iu s lm bn b yu th trong m phn. B2B

*) Trong s tt c nhng s liu bn cn thc hin php tnh ny, s liu v li nhun kinh doanh l kh xc nh nht, i khi cc nghin cu v ngnh hng (nh ca CBI) s c ch vi bn. Bn c th hi chuyn gia ngnh hng hoc nh qun l thu mua v nhng iu ny. Mt cch khc c th gip bn tm ra s liu v li nhun, l trao i vi khch hng hoc khch hng trong tng lai ca bn. Mt s cng ty xut khu lm nh vy. Cch ny khng ch cung cp cho h s liu cn thit m cn gip h c ci nhn chuyn nghip di con mt ca ngi mua. 5.3. Cc phng php nh gi bn trn th trng Sau khi bit c cc quy trnh tnh gi sn xut v gi bn, bn tin ti bc quyt nh th hai: lm th no nh gi bn cho ph hp. Mc ch chnh ca bn ti th trng mc tiu l cho hng vi mc gi khng vt qu mc gi ca cc i th cnh trnah. Nh nhp khu hoc ngi mua s l ngi u tin ni vi bn v iu ny. Do vy, bn c th p dng "nh gi cnh tranh". Nhng tt nht l bn cn c gng nh ra mc gi thp hn i cht, c bit khi thm nhp th trng. Phng php c gi l nh gi thm nhp: ngha l c gng ginh c s a thch ca khch hng bi v sn phm ca bn gi thp mc qu hp dn so vi cht lng ca n. Phng php ngc li c gi l phng php nh gi ht vng th trng (nh gi cao so vi gi th trng). Nhng phng php ny ch s dng khi cho mt sn phm c bit mang li ch r rng ca khch hng v ch c mt vi nh xut khu c th cho hng theo phng thc ny. Hu ht cc nh xut khu ln u s c gng p dng phng php nh gi thm nhp th trng. Cc nh sn xut t Nht Bn s dng phng php ny rt thnh cng. Nhng bn hy cn thn: khng nn nh gi qu thp, nu khng s to ra mi hoi nghi trong tim thc ca cc khch mua. Hn na, bn c th gy ra mi nghi ng rng bn ang bn ph gi trn th trng, c ngha l cho gi thp hn gi thnh sn xut. iu l bt hp php v s dn n "hnh ng tr a" ca cc i th cnh tranh (v s phn ng ca

nc s ti). H s lp tc mch bo cho cc iu tra vin v thu v chnh ph nc s ti. Hy c gng cn i gia cht lng v gi ca sn phm ca bn. Thc t, bn cn c gng nh gi mc "tr gi c th nhn thy c". Vic nghin cu th trng s gip bn bit mc gi m khch hng nhn bit c l bao nhiu. gi thm nhp th trng s mc thp hn gi hin hnh 5-20%. V chin lc, chnh sch gi thp c xc nh tn ti trong thi gian ngn. Th nht, bn khng th gi gi qu thp m khng nh hng ti li nhun kinh doanh ca bn. Th hai, chnh sch gi thp khng a ti cho bn li th cnh tranh. Khng bao gi c lm ri tr khch hng.Bn hy c gng to s n nh v tin cy trong vic nh gi ca mnh. Qua , nh nhp khu s nh gi tt hot ng ca bn. Khi ginh c ch ng trn th trng mc tiu, bn c th tng dn li nhun ca mnh bng cch tng gi. iu hon ton hp l, vi iu kin l khch hng chp nhn. i vi i tc kinh doanh ca bn cng tng t nh vy. H gi vai tr quan trng trong chnh sch nh gi ca bn. Lm th no bit liu khch hng s chp nhn vic tng gi ny? iu ny tht d dng i vi cc sn phm cng nghip: khch hng s cho bn bit mc gi m h sn sng tr. i vi cc mt hng tiu dng th qu l kh khn, tr khi nh nhp khu tnh c "mc giao ng nhu cu theo gi". Thc cht, s giao ng nhu cu theo gi th hin mc gi c th thay i nh th no trc khi khch hng bt u phn ng bng cch mua t hn khi gi tng hoc mua nhiu hn khi gi gim. Cc mt hng tiu dng thun tin (nh cc loi thc phm ng gi) khng gp phi s phn ng nhiu khi gi tng i cht. D sao th ngi tiu dng s vn mua hng. i vi cc mt hng tiu dng c gi tr hn, s phn ng v vic tng gi s mnh m hn v ngi mua bt u so snh sn phm vi cc thng hiu khc hoc cc mt hng thay th khc c th p ng nhu cu ca h. Trong khi phn ng ca ngi mua i vi vic tng gi cc mt hng cng nghip thm ch yu hn, tr khi ngi mua c th chn v s nh cung cp v b ri bn khi h c th mua mt hng vi gi r hn. Bn c th tnh mc giao ng nhu cu theo cng thc sau: Nu > 1, khi nhu cu giao ng theo gi. V d: trong mt nghin cu, kho st ng thi v cc nhm khch hng mc tiu, bn nhn thy rng nu gi tng 5% th mc bn ra gim 10%, trong khi gi gim 10% th mc bn ra tng 20%. Thng s trong c hai trng hopl 2 th hin nhu cu v sn phm ca bn giao ng theo gi. Nu nh vy, bn cn trnh s tng gi mnh hoc gim gi (tm thi) ch khi ch tiu doanh thu c t ra mc cao hn. 5.4. Phn ng vi s thay i v gi trn th trng

Vic nh gi l mt trong nhng cng c mnh m nht trong hn hp marketing ca bn. Tt nhin l cng c tt nht to nn s phn ng nhanh chng trn th trng. Do vy bn cn lun lun "chi" vi cng c ny ging nh ngi cu c gi cht cn cu ti con c. C nhiu nguyn nhn khin bn phi thay i gi m bo s hin din trn th trng. Phn ln nhng nguyn nhn ny thng do nhng yu t bn ngoi tc ng lm gi tng hoc gim trn th trng. a. Gi gim trn th trng Cc nguyn nhn:

Tng ngun cung (liu c hot ng bn ph gi no khng?)

Tc ng ca s a dng ho tin t

i tng chi phi gi trn th trng gim gi ( cnh tranh hn)

Knh phn phi gim gi (chnh sch)

Sn phm li mt

i th cnh tranh mi tham gia th trng c mc gi cnh tranh (gi thm nhp th trng)

Nhng phn ng c th xy ra:

i theo s gim gi

B sung sn phm mi

Lng im hoc rt lui khi th trng

Thay i cht lng, ni dung

Tng % li nhun cho kinh doanh

Ku gi khch mua thng qua chin dch qung b

b. Gi tng trn th trng Cc nguyn nhn:

Tng chi ph chung

Gim ngun cung

Tc ng ca s giao ng v tin t

i tng chi phi gi trn th trng tng gi

Mt s nh cung cp thc hin chnh sch nh gi ht vng th trng

Nhng phn ng c th xy ra:

i theo s tng gi

Tng t nh trn, nhng kt hp vi s gim gi tm thi (chit khu)

Qung b "gi thp" ca cng ty bn

Tng ngun cung

Ku gi chnh ph hoc hi ngi tiu dng can thip.

Vi bt k s thay i no v gi ca bn (bt buc hay t nguyn), bn lun cn phi m bo rng khch hng ca bn v i tc kinh doanh ca bn hiu c nguyn nhn ca s thay i . Nhng nguyn nhn phi l nhng nguyn nhn chnh ng, c th chp nhn c. 5.5. Nhng quyt nh v tin t Vic c la chn loi tin t trong giao dch vi khch mua s hon ton mang tnh l thuyt hn l thc t, bi v khch mua c ng tin ca h v h s ra iu kin v ng tin thanh ton khi h c th la chn rt nhi cc nh cung cp. H s quyt nh la chn ng tin nc h l ng tin thanh ton trong 90% s lng hp ng, n gi l v h khng mun au u v phi lo mua ngoi t trong khi h c th s dng ng tin ca nc h. Vic lp ho n v thu tin bng ng tin ca chnh nc mnh c nhng thun li sau:

Bit v tr gi tin thu c

Khng phi thc hin cc giao dch tin t phc tp v tn km (thng vi ngn hng).

Nhng bt li:

Khch mua c th t chi tr tin bng ng tin nc bn hoc t nht cng tnh thm chi ph cho vic i tin.

ng tin nc bn c th khng sn c ti th trng tin t nc nhp khu.

Trong thi k giao dch, ng tin nc bn c th mt gi nhanh hn cc ng tin khc, khi ngi mua s c li hn bn.

Bn s phi tr 2 ln cho vic i tin khi bn mua t th trng nc ngoi cc nguyn liu v my mc sn xut.

Nu bn c k hoch xut khu sang chu u, bn ng ngn ngi cho gi bng ng Euro (), c bit nu hng xut khu ca bn l lai hng thit yu. Sau ng la M, hu ht cc khch mua s dng ng Euro trong bo co ti chnh, d tho ngn sch. Do ng Euro ang c xu hng tr thnh mt trong nhng ng tin chuyn i chnh trn th gii nn hot ng xut khu ca bn c th c li t cng c tin t n nh ny. i vi vic xut khu sang cc nc khc th ng la M l s la chn hp l. 5.6. Gi thnh sn xut v sc p gim gi hu ht cc th trng cc nc cng nghip, c bit nhng ni nhu cu bo ho, s cnh tranh khc lit. Nhn chung gi c ti th trng EU thc t gim khong 6% do chnh sch t do lu thng hng ho trong khp vng lnh th. cng l xu hgn trn ton th gii bi v hot ng kinh doanh ang tr nn ton cu vi tc nhanh chng. tn ti, cc nh kinh doanh xut khu ti nhng th trng ny cn n lc rt ln gim chi ph v gi thnh sn phm. a. Gi thnh sn xut rt quan trng i vi vic nh gi trn th trng xut khu. Khi tng 1 USD vo gi thnh sn xut sn phm c ngha l gi trn th trng ca bn s tng 4 USD. Yu t tng ny c th c thit lp qua cch tnh gi t trn xung di. Do , bn cn thng xuyn gi gi thnh sn xut mc thp nht c th. Trong qun l, bn cn tip tc tm cch gim chi ph. Nu ch yu cu chi ph nhn cng thp th cha c mc gi sn phm ph hp. Bn ng qun rng hin nay cc nc cng nghip, nhn cng c thay th phn ln bng my t ng, do vy chi ph sn xut ca h cng thp bng ca bn. K thut "i chun" (benchmarking- so snh hot ng ca cng ty bn vi i th cnh tranh gn nht hoc mnh nht nh s tr gip ca h thng qun l cht lng ng b TQM) c th cung cp cho bn nhng hiu bit su hn v vn ny. b. Ngy nay vic ct gim chi ph l mt yu t cu thnh ca qun l sn xut (cht lng) nhm n lc to ra sn phm tt nht vi ngun u t gim. Nhng lnh vc c th ci thin hiu qu chi ph gm:

Gim chi ph nguyn liu th, bn nguyn liu v ph kin

Gim chi ph nhin liu

Tng hiu qu sn xut ton b, hn ch s lng ph.

Vic trang tri cng mc chi ph sn xut cho mt s lng sn phm ln hn th hin s hiu qu trong vic s dng vn. Thc t, do vic m rng phm vi bn hng trong khu vc Chu u gip tit kim chi ph sn xut, nhiu nh sn xut tm kim i tc lin minh thc hin hot ng sn xut c quy m ln hn, phn b chi ph cho hot ng nghin cu v pht trin, thu mua, bo dng v nhn cng c trnh sn xut mt s lng sn phm ln hn.

Cui cng, cc bin php khc cn c thc hin bao gm:

Tng s lng sn phm (c bit khi cng sut sn xut cn d tha nhiu);

Phn loi sn phm theo cp nh hn na, do cn m rng sn xut;

p dng cc bin php nng cao hiu qu sn xut;

Gim chi ph vn chuyn trong v ngoi nc;

Tnh trung bnh, cc nh sn xut hng cng nghip phng Ty s phi mua gn 2/3 sn lng ca h (tnh theo gi tr xut xng) t cc i tc bn ngoi. Xu hng bt ngun t vic thu bn ngoi i vi nhng hot ng ph tr. iu ch ra rng, cc nh cung cp hng cng nghip c xu hng chuyn mn ho hn trong qu trnh to ra tr gi gia tng bng nhng im mnh ring ca h. Bng cch , h tp trung tr lc v u t vo nhng lnh vc h am hiu nht v do vy h c sc cnh tranh. H s khng bao gi t mnh sn xut bt k dch v hoc b phn no ngoi chuyn mn ca h. n gin l h mua chng ni khc. Cc nh cung cp ph hoc thu ph c th sn sng lm vic ny tt hn v nh cung cp c th l bn. Do vy, mt trong nhng phng php hiu qu nht lm gim gi thnh sn xut ca bn c th l tng hiu qa s dng vn bng cch tm mua nhng b phn r hn thay th cho vic bn phi t sn xut chng, m phn vi mt s nh cung cp trn th gii c c mc gi tt nht c th. c. i khi tnh hnh thc t s buc phi c s sai lch t vic nh gi thnh xut xng tiu chun. Bn phi bn sn phm trn th trng vi mc gi thp hn mc gi xut xng. Vic ny ch c php thc hin trong mt trng hp duy nht: l khi s lng hng bn ra theo k hoch ca bn trang tri cc chi ph c nh. Lc bn s phi p dng phng php "chi ph cn bin", loi tr cc chi ph c nh t gi thnh sn xut ti nh my v nh gi bn mc va cao hn cc chi ph thay i m bn d sao vn phi chi tr. Bn c th cn p dng phng php nh gi nh vy khi tham gia cc cuc u thu (t hng vi s lng ln, thng l t cc cuc gi thu ca chnh ph). Cnh bo: Cn thn trng khi s dng phng php "chi ph cn bin. Phng php ny ch c thc hin (v d nh u thu mt th trng mi) khi m bo chc chn l mc bn thng xuyn ca bn s trang tri cc chi ph c nh. Do vy phng php ny ch l gii php ngn hn, nhiu ri ro. d. Nu cng ty ca bn cha c h thng thng tin ti chnh tt v cc yu t cu thnh nn gi thnh sn xut, bn cn nhanh chng pht trin h thng . Nu khng, bn s khng bao gi c th thc hin tt hot ng xut khu. e. Nu cng ty ca bn cha c h thng thng tin ti chnh tt v cc yu t cu thnh nn gi thnh sn xut, bn cn nhanh chng pht trin h thng . Nu khng, bn s khng bao gi c th thc hin tt hot ng xut khu. 6. Chin lc phn phi Yu t th 6 trong chin lc thm nhp th trng ca bn l cc knh phn phi. Qua cc knh phn phi, hng ho ca bn cui cng ti c ngi mua. Cc thnh vin ca knh phn phi gp phn gip bn trong hot ng thm nhp th trng. 6.1. Cc knh phn phi

Hot ng phn phi c th phn chia di dng vt cht v phi vt cht. Phn phi vt cht l hot ng vn chuyn thc t hng ho t nh my hoc kho d tr ca bn, qua trung gian ti kho ca ngi s dng hoc k hng ca ngi bn l. Trong trng hp ny cc chi ph vn chuyn, vic ng gi v cc hng vn chuyn c lin quan vi nhau. Phn phi phi vt cht l mt khu trong hot ng hu cn a lung hng ho t cc ngun thin nhin qua bc chb in nh my ca bn, sau ti tay ngi s dng. Vic la chn phng tin vn chuyn (cc hng vn chuyn) nn dnh cho cc nh chuyn mn (hng chuyn tip hng ho, i tc thng mi ca bn). H s ch cho bn bit cch tt nht v r nht sn phm ca bn c th ti c ng ch ca n. Di y miu t hot ng phn phi phi vt cht, ch ra cc knh phn phi chn la. Cc knh phn phi i vi hng tiu dng theo mt m hnh r rng: t nh xut khu ti nh nhp khu, nh bn bun, cc ca hng, siu th. Cc nh cung cp theo phng thc B2B i theo cc knh phn phi ngn hn: t nh sn xut ti ngi mua, i khi kt hp vi s gip ca i l tm kim ngi mua. Nhng ngi mua l ai, u l tu thuc vo v tr ca h trong dy chuyn cung cp. i vi cc sn phm cng nghip, thng c mt vi nh cung cp ph cung cp nhng b phn cho vic lp rp tng th sn phm. 6.2. Vai tr v chc nng ca cc knh phn phi Cc knh phn phi gip bn a sn phm ti hoc ti gn hn vi ngi mua. H khng ch thc hin hot ng vn chuyn vt cht, m cn h tr hot ng bn hng qua cc phng thc xc tin hoc n gin l to s sn c hng ho. Bn khng th thc hin bn hng m khng c s h tr ca cc knh phn phi. chnh l s tip cn ca bn ti khch hng. i vi nhng dch v ny cn thit phi c lung hng lin tc, hiu qu t ngi cung cp ti ngi mua, thnh vin ca knh phn phi tnh li nhun kinh doanh ngay trong gi mua vo ca h (nh gii thch phn trn). Nh vy, cui cng ngi tiu dng cui cng hoc ngi mua tr cc dch v phn phi.Cc chi ph ny cng vo thnh mc gi cui cng i vi hng sn c trn th trng. Hiu v phn on nhu cu ca khch hng Ct gi hng theo yu cu v phn phi hng ti ngi tiu dng trong khu vc a phng Cung cp dch v giao hng v kho gi hng vi chi ph thp Cung cp tn dng v vn cho vic lu kho hng ho Mua hng (ca bn) vi s lng ln v phn chia ti nhng nh Chc nng ca cc knh phn phi hng tiu dng

trung gian khc Bn hng cho cc knh phn phi khc Qung co, xc tin bn hng v trng by sn phm v mc ch mua hng (cng c th gi l mc ch bn hng) Thay mt nh cung cp thc hin vic bo hnh, sa cha, bo dng, gii p nhng thc mc, than phin ca khch hng, hng dn s dng 6.3. La chn cch thc thm nhp th trng C 9 trong s 10 nh xut khu cn cc khu trung gian khi kinh doanh vi cc th trng nc ngoi. Nguyn nhn l do s a dng v phc tp ca cc th trng, cc cng vic nhiu v bun t trong hot ng xut khu, cc lut l v ri ro trn th trng Tt c nhng kha cnh lm cho hot ng xut khu tr nn v cng kh khn i vi bn nu bn t mnh lm mi vic. c bit khi xut khu sang cc nc cng nghip,cc nh xut khu cc nc nn kinh t ang pht trin thng quyt nh nh s tr gip ca bn th ba. Cng vic ny s p dng i vi cc nh xut khu theo phng thc B2B (doanh nghip vi doanh nghip) v cc nh xut khu B2C (doanh nghip vi ngi tiu dng). H tin tng rng ngi i din a phng s thc hin cng vic th trng mc tiu tri chy hn so vi nh xut khu l ngi nc ngoi nh h. Do vy, s h tr quan trng nht trong hot ng xut khu ca bn th hin trong cch thc xm nhp th trng v i tc thng mi s phi hp vi bn. Ngi trung gian, ngi s tr thnh i tc thng mi ca bn, c th c nhim v n gin l nhn hng sang bn kia bin gii v a vo dy chuyn phn phi. Nhng h cng c th gnh vc nhng cng vic i hi kht khe nh: tm kim khch mua cho bn v m bo nhng khch hng tng lai s hi lng vi sn phm ca bn. Trn thc t, s thnh cng trong hot ng xut khu ca bn s ph thuc rt nhiu v cc i tc thng mi ny. Mc ny s ch cho bn cc cch thc khc nhau xm nhp th trng mc tiu v loi i tc c th p ng cho cng vic ny. Chng 5 s vch r cch thc la chn i tc thng mi v cch to ra mi quan h hp tc kinh doanh tt nht. 6.3.1. Thm nhp th trng trc tip Tt nhin l bn mong mun xut khu trc tip ti th trng c cc khch hng ca bn. Mt s nh xut khu lm c nh vy. Nhng cng ty ny c th c kh nng trang tri chi ph t khi b qua cc i tc trung gian.

 L cc nh cung cp hon ton theo phng thc B2B, sn xut theo n hng c th; L cng ty ln (thng l cng ty a quc gia) v c kinh nghim lu di, hoc: thnh lp trc vn phng bn hng hoc cng ty con (s hu hon ton hoc mt phn) nc s ti; vn phng hoc cng ty con ny s thc hin cng vic nhp khu v phn phi hng gip h, hoc: Giao hng ti tn tay mt cng ty khc, cng ty ny s thc hin thc s hot ng xut khu cho h, hoc: Xut khu s lng ln hng cng nghip, k thut hoc t liu sn xut ti ch mt vi khch hng, nhng ngi m h bit tn, a ch v tp qun mua hng, hoc: Bn hng ti nhng trung tm thng mi nc h v khng hpi bn khon v ch n hoc v cc hot ng tip theo sau , hoc: Sn xut theo cc thng s yu cu ca khch hng khi ving thm, thng chu s kim sot ca khch hng nc ngoi ny. Tt c nhng cng ty ny s dng phng thc xm nhp th trng trc tip khng nh s gip ca bt k ai tr nhng ngi trong t chc ca h. Tuy nhin, hu ht cc nh xut khu cc nc cng nghip cng nh cc nc ang pht trin u s dng phng thc xut khu gin tip t mc tiu chnh l to s hin din lin tc ti th trng nc ngoi. H thc s cn s h tr ca bn th 3 xm nhp th trng. 6.3.2. Thm nhp th trng gin tip Khi bn c k hoch xut khu ti mt th trng mc tiu, bn s cn bit tt c v t nc, ni c th trng , c bit i vi cc th trng xa hoc rt khc bit so vi th trng ca bn (nh cc th trng EU). chnh l ni bn s cn mt bn th ba h tr bn. H s em li cho bn nhng kin thc v kinh nghim t nc . H c th bit v th trng mc tiu. H s c th ch dn cho sn phm ca bn ti c ng khch hng, qua cc knh phn phi hp l. Bn c th tham kho vn ny c th hn phn sau. Bn vi kin thc v sn phm v i tc ca bn vi kin thc v th trng s to thnh mt nhm cng tc vng mnh. Vi nhm lm vic , hot ng xut khu ca bn s c nhiu c hi thnh cng hn. Do hai bn cng c khch hng mc tiu ging nhau, nn c hai s thc s c cng cc s thch ging nhau. y khng c s cnh tranh, th ch hoc Chc nng ca cc knh phn phi hng tiu dng

thm ch ng vc nhau. s l s cng tc chn thnh. i tc kinh doanh s ng vai tr nh mt i din thng mi ca bn ti th trng mc tiu. Do , bn cn xem xt phng thc thm nhp th trng gin tip (ngha l vi s gip ca i tc thng mi) mt cch ht sc nghim tc. 6.3.3. Nguyn nhn la chn phng thc thm nhp th trng gin tip Hot ng kinh doanh quc t rt phc tp v di nhiu hnh thc khc nhau. Cc th trng khc nhau i hi cch thc thm nhp th trng khc nhau. Hin nhin l s khng c "mt kiu mu l tng cho vic thm nhp th trng". Kh khn trong vic la chn i tc thng mi l vic d on bn c th cn i tc thng mi lm g. C 5 nhim v chung m bn c th cn n s gip ca i tc thng mi. Bn hy kim tra ln lt xem liu nhng nhim v c ph hp vi bn khng. Nu bn tm thy bt k mt nhim v no trong s ph hp vi bn, bn cn la chn phng thc xm nhp th trng gin tip. Nm bt tnh hnh nhp khu thc t vo th trng mc tiu Ch tm ngi mua sn phm ca bn (cn cng vic xut khu bn thc hin), Bn s cn i tc th ba Dn dt bn ti knh phn phi c th ti th trng mc tiu trong trng hp: Chia s gip bn mt s ni lo v ti chnh, ri ro v thc hin hot ng xut khu (ton b) cho bn, Cung cp cho bn cc dch v thun tin tng t nh ca i th cnh tranh ca bn. Bn cn kim tra li k lng tnh hnh kinh doanh ca cng ty bn c trong nc v quc t. Ln kim nh u tin buc bn phi nhn thy r nhng im mnh v im yu ca cng ty (tham kho Chng 2: nh gi cng ty) Cng ty bn c vng mnh trong t chc v ti chnh khng? Bn c Kim nh nhng nhn vin c chuyn mn tt v c kinh nghim thc hin 1: Cc vn cng vic khng? iu c ngha l bn c th t mnh thc hin phn lin ln cc cng vic v ch nh i tc tr gip nhng cng vic cn thit quan ti trong hot ng nhp khu, qua bn c th kim sot tt hn v thu cng ty c li nhun cao hn t hot ng xut khu. bn. Bn c yu th v ti chnh khng? Bn c ngun nhn lc khng? Bn hy cho i tc thng mi ca bn gnh chu s lo lng v ri ro trong kinh doanh v bn tp trung vo vic p ng tho mn nhu

cu v mong mun ca h. Bn c mun tp trung vo hot ng sn xut v coi nh l "nng lc chnh" ca mnh v khng thc hin hot ng kinh doanh khng? Trong trng hp ny bn s phi thu ngoi nhng ngi c chuyn su trong lnh vc kinh doanh thc hin hot ng xut khu gip bn. Sn phm ca bn c cn nhiu hng dn s dng, cc dch v sau bn hng, bo tr v sa cha khng? Trong trng hp ny, bn hy chn s hp tc c th thc hin hot ng nhp khu hng ca bn nhng cng cho php bn theo st lung hng vo trong th trng. Ngoi nhng yu cu lin quan ti cng ty, th trng xut khu cng tc ng ti vic la chn i tc thng mi ca bn. Th trng c th t nhng nc cch xa v a l, nhng nc cng nghip hoc mi ni, nhng nc giu hoc ngho, nhng nc c cc quy nh kht khe. Ln kim nh th hai l mt s cu hi v th trng. Th trng ca bn rt xa phi khng? Liu th trng c kh tip cn v kh lin lc khng? th trng c mc bo h nht nh khng? Do vy, bn cn c i tc vng mnh c th lm vic c lp, c hiu bit tt v th trng v c th tm cch tip cn ti nhng khch mua chnh.

Kim nh ln 2: Nhng Cn tun th nhng lut l, quy nh no ca th trng mc tiu? S vn lin qun l v tin t ca nc nh th no? Liu c thun li g v quan ti tnh thu khi la chn cc i tc no ? hnh th trng Thng l chung ca th trng mc tiu v ngnh hng l g? Bn s c phng n thay th no nu tt c cc i tc thng mi tt cam kt hp tc vi cc i th cnh tranh ca bn? Bn c th tm c mt chng trnh xm nhp th trng tt hn ca i th cnh tranh khng?

Nu n gin ho, cu trc xm nhp th trng c th biu th nh sau:

C hai biu ch ra cu trc ca cc khu trung gian dn li vo bt k mt th trng no. vo v tr gia ngi mua v ngi bn, nhng ngi trung gian c gng rt ngn khong cch gia hai ngi bng cch chp ni h. Phn ln cc mt hng cng nghip lu thng t nh cung cp qua nh nhp khu/ nh bn bun ti thng ngi mua. i vi hng tiu dng, hng ho lu thng qua mt h thng phn phi phc tp hn v ti phn phi qua cc knh bn l cho ti khi ti c ngi tiu dng cui cng nhng vng xa xi. Cc th trng v c cu ca nhng th trng thay i khi cc nh trung gian thay i cc chc nng truyn thng ca mnh ph hp theo s chuyn i v u th th trng. Cc nh

trung gian c th kt ni cc chc nng ca mnh theo chiu dc (i cng vi s lu thng ca hng ho) hoc theo chiu ngang (chuyn v hn mt loi sn phm hoc ngnh hng). i khi cc hot ng v chc nng ca cc nh trung gian thay i (nh kinh doanh trong lnh vc dt may): nh nhp khu tr thnh nh sn xut hoc nh xut khu, i l tr thnh nh nhp khu, nh bn l tr thnh nh bn bun. Theo biu trn, r rng l bn c tm kim i tc kinh doanh c th trng mc tiu v chnh nc mnh. Nhng nh xut khu nh, thiu kinh nghim hoc nhng doanh nghip ch n thun sn xut l chnh, thng la chn i tc trong nc h tr trong hot ng xut khu. H c th hiu r i tc, t gp phi vn trong vn chuyn hng ho v i khi thc cht i tc mua hng trc tip ca h, hu nh loi tr c nhng ri ro v vic thanh ton hoc cc vn v tin t. Tuy nhin, bn cn nhn thy rng trong nhng trng hp ny, i tc thng mi trong nc ca bn s i hi phn li nhun ln hn v s dn dn tch ri bn. Nu bn c th t lp k hoch, t chc v qun l hot ng xut khu ca mnh theo mi cch ti c khch hng, li nhun ca bn s ln hn. ng thi, bn s kim sot c hot ng xut khu mt cch tt hn. Do vy, nu bn cm thy mnh mnh, bn nn chn i tc kinh doanh chnh th trng nc ngoi. H c th l nh nhp khu, nhng ngi mua hng ca bn v sau h li bn ti cho cc khch mua ti a phng. H cng c th l i l, tm kim khch mua (nhp khu) cho bn di danh ngha bn, do h ng thc s ch l mt ngi trung gian, l ngi phc v vi vai tr l "cnh tay phi" ca bn ti th trng nc ngoi. Hu ht cc nh nhp khu c ng i trc tip ti th trng hoc cc knh phn phi. Thng thng, h kt hp cng vic nhp khu ca mnh vi hot ng bn bun, khi h c kh nng thc hin n hng v giao hng, chia nh hng bn bun nhp khu thnh nhng s lng nh hn, d tr hng trong kho ca mnh i khi h c lc lng bn hng ring thc hin vn ng th trng, ngi mua, ngi bn l hoc ngi bn bun cp thp t mua hng. Nhng t chc nh vy c gi l cc nh bn bun nhp khu. H rt cn thit i vi bn cn tm kim mt i tc thng mi c lp, thng tho v c kh nng chia s gnh nng v ti chnh gip bn. Nh nhp khu (trc tip), mua hng t bn v bn cho nh bun phn phi. Nh bn bun nhp khu, phn phi hng ho v cc mt hng cng nghip thng thng hoc cc mt hng c bit. Trung tm thng mi hoc cng ty kinh doanh c lp, mua v bn hng cho cc c s kinh doanh trong mt ngnh hng no . Nhng i tc thng mi ch yu khi thm nhp th trng gin tip

Ngi mi gii, thng hot ng trong lnh vc hng ho v hng tiu dng c thng hiu. i l, c nhim v ch yu l tm khch mua cho bn Tm li, bn c th la chn mt s loi i tc thng mi bao gm:

i l (hng ho hng),l cng ty hoc c nhn c lp, n thun thc hin mi gii trung gian (a nh xut khu/ngi bn v nh nhp khu/ngi mua ti giao dch vi nhau). Dch v ca h c thu ph (thng nh xut khu tr) di hnh thc ho hng tnh theo phn trm ca gi hng ho nhp khu (CIF).

Nh nhp khu, l cng ty c lp, chuyn trong lnh vc nhp khu mt loi hng ho no t nc ngoi. Cng ty mua hng trc tip t nh xut khu v do c ton quyn i vi hng ho . Sau h s bn hng cho cc nh bn bun hoc khch hng (trong trng hp cng nghip).

Nh bn bun nhp khu, l cng ty khng ch nhp khu m cn to iu kin cho hng ho i vo cc knh phn phi bng cc hnh thc h tr xc tin.

Trung tm thng mi, hay cng ty kinh doanh,l cng ty c lp chuyn kinh doanh mt hoc cc loi hng ho no . Thng thng, h hot ng trong lnh vc hng ho rng ln, i khi thm ch cnh tranh nhau. Trung tm thng mi/cng ty kinh doanh s mua bn v bn hng ho theo quyt nh ca ring h v t chu ri ro. Nu sn phm ca bn ni ting, h s khng ch bn m s ch ng n tm bn. Cc trung tm thng mi thng nghip v v s nhy bn cao trong kinh doanh. i khi h thiu hot ng hu mi cn thit vi hu ht cc sn phm cng nghip v k thut. Cc trung tm thng mi/cng ty kinh doanh c th c t nc h hoc th trng mc tiu. Mt s cng ty ln hn thm ch c cc mng li quc t mt vi nc.

Ngi mi gii, ging nh i l, l ngi kt ni ngi mua v ngi bn vi nhau v c bn thu anh ta tr tin. Ngi mi gii khng nm quyn s hu cng khng lu kho hng ho. i khi,ngi mi gii c th cung cp dch v t vn, da vo nng lc chuyn ngnh ca h. Nhng ngi mi gii hot ng mt vi th

trng Chu u, ch yu trong lnh vc thc phm, mt s hng ho, hng tiu dng c nhn hiu, bt ng sn v bo him. ch l nhng loi hnh ch yu trong hot ng thm nhp th trng gin tip tc l thng qua mt i tc lm i din. i l l hnh thc ph bin nht do hot ng nhanh v thanh ton sau khi c kt qu hot ng. Tuy nhin, i l s ch "phi hp hot ng v tin ho hng" m khng u t pht trin v th ca bn trn th trng. Hn na, rt kh tm c mt i l tt. Bn cng c th s dng i l thc hin cc nhim v khc, chng hn nh thu thp s liu v th trng, nghin cu cc sn phm cnh tranh, nhng trong trng hp bn phi tr ph cho h. i vi cc nh xut khu cn thiu kinh nghim th vic la chn i tc l nh nhp khu s l gii php tt v h l khch hng ca bn nn h s tr trc tip tin hng cho bn. Mt iu khng thun li l khng c nh nhp khu no chu iu chnh hot ng ca h trn th trng theo bn. Bi v h mua sn phm t bn v h c th lm bt k vic g h thch i vi sn phm ca bn (thm ch ti xut khu hoc tip th sn phm theo cch khng thng nht vi chng trnh tip th ca bn. Hi nhp kinh t v m rng Chu u s lm thay i chc nng ca nh nhp khu EU v nhn mnh chc nng ch yu l phn phi hng ho. Vic t do lu thng hng ho theo quy nh ca Hip c Roman c ngha l cc nhp khu khng th i hi s ring bit cho ring mt nc thnh vin EU no. V phng din php l, i tc nhp khu B o Nha ca bn khi xt thy kh nng gi gim ti th trng B o Nha, c th mang hng ca bn ti tn an Mch hoc CH Sc, lm ph v chin lc to s khc bit v th trng ca bn. S ring bit ch c th c bng cch hn ch cc hot ng mt cch t nguyn (hoc a ra cch tip cn marketing theo khu vc. Trong mt s ngnh hng (v d nh ngnh ch to t), s ring bit gia cc nc EU c th s c Hi ng Chu u nhn nhng trong mt thi hn nht nh do cn phi c mt khong thi gian cc mc gi v iu kin cc nc thnh vin c hi ho vi nhau. i l, ngi thng nhn tin ho hng kinh doanh, c th c tr thm ph h tip tc tm kim khch hng khi hot ng ca h km hiu qu do nh hng ca cc iu kin th trng. Cc nh nhp khu c th c khch l hn vi ha hn s tr thm ho hng (tin thng), ging nh i l. Tm li: bn c th nh hnh c i tc thng mi theo nhu cu ca bn. Ngoi ra, cc hnh thc thm nhp th trng gin tip khc cng ang pht trin. Thng mi in t to ra phng thc phn phi o kt hp vi khu hu cn thng minh (vn ti v thanh ton). Vic tho mn nhu cu ca cc t chc ln dn ti vic to ra cc nh bn bun nhp khu chuyn mua hng vi khi lng ln. iu ny p dng i vi cc khch sn, nh hng, bnh vin. , tt c u mua hng t cc nh bn bun kh am hiu v nhu cu c th ca h. Vic chuyn mn ho cng l xu hng i vi cc mt hng tiu dng thi trang. Hot ng phn phi hng ho pht trin theo nhng xu hng v kiu mu mi, rt nng

ng v linh hot. 6.3.5. Xut khu theo hnh thc phi hp Xut khu kt hp vi cc i tc Xut khu kt hp vi cc i tc ngang bng ln hn Nn thc hin, nu cc i tc tin Chi ph thp hn nhng ri ro, bi tng ln nhau v khng cnh v sn phm ca bn s khng bao tranh gi thu ht c ti a s ch ca ngi mua Do s phc tp v i hi ca hot ng xut khu, bn c th tin lng rng cng ty ca bn khng mnh thc hin nhim v mt mnh. Nu bn hng ti cc trung tm thng mi khng phi l s la chn tt nht i vi bn c th xem xt tham gia xut khu theo hnh thc phi hp cng vi cc nh xut khu khc ang hot ng hoc c tim nng. Tt nhin l cc i din ca t chc h tr xut khu quc gia ca bn hoc i s qun nc bn trao i v cc kh nng c th tham gia cng vi cc nh xut khu khc. Nhng nh xut khu ny ch yu s n t cc ngnh hng tng t, c tm c tng ng v sn xut cc loi sn phm khng cnh tranh nhau, thng l cc sn phm b sung B2B i vi cc nh cung cp hng cng nghip v ph tng phng thc xut khu phi hp c th to ra nhng c hi tt. Bn c th to nhm vi cc nh cung cp khc thnh mt dy truyn cho bn cc sn phm cng vi nhau. Bng cch ny, c hai u c th vng mnh hn nh kt hp c cc ngun lc. Xut khu theo hnh thc phi hp

Nhiu nc ang pht trin t chc nhng s kin phi hp gia cc nh xut khu vi nhau nh cng tham gia hi ch trin lm. H chia s chi ph v gnh nng ca hot ng xut khu hoc xc tin xut khu. Thng thng, chnh ph cc nc ti tr khuyn khch cc doanh nghip thc hin theo phng thc ny. Cn xem xt nhng li th ca hot ng xut khu phi hp. Xut khu sang cc th trng phng Ty rt kh khn, do vy bng cch kt hp ngun lc vi nhng ngi cng nc th bn mi c th c c hi thnh cng. Bn c th cn s h tr ca cc t chc h tr kinh doanh hoc i s qun nc bn trong lnh vc ny. Cng v nhng nguyn nhn tng t nh trn, bn c th xem xt thc hin xut khu phi hp vi nhng cng ty vng mnh v ln hn. Bn hy ngh h a loi sn phm u s c chuyn khch hng ca i tc thng mi ln hn. Tt nhin, l mt vn t nh. Vic thit lp hot ng xut khu phi hp c th gip bn xm nhp th trng nhng khng ha hn thu c li nhun ln. Sn phm ca bn s thng v tr th yu. u

tin, ngi bn hng s c gng bn hng ca h v ch khi thi gian cho php h mi mi cho sn phm ca bn. Thm ch khi bn tr ph cho cc dch v ny, bn cng c th d dng b mc hm. Bn lun cn phi lp nhng hp ng cht ch. S cng tc ny c c s vng vng ch khi bn thc s bit v tin tng vo s qun l ca i tc ln hn . 6.3.6. La chn cch thc thm nhp th trng Nu bn ang tm cch thm nhp th trng, bn ng nn chn nn nu cha tm c cu tr li cho vn ny. Thc t l nhim v tm kim ng i tc thng mi thng gi vai tr quan trng nht trong s nhng vn xut khu. Bn c th tham kho ni dung ny Chng 5. Trc khi la chn i tc thng mi, bn cn quyt nh cch thc thc t thm nhp th trng. Bn cn thc hin 2 quyt nh. 1. Gi s rng bn mong mun khng phi thc hin hot ng xut khu mt mnh, vic u tin bn cn quyt nh l v loi i tc thng mi. Hy xem xt s i hi ca th trng v nhu cu ca cng ty bn;

2. Bc tip theo, bn cn cn nhc vic phi hp vi cc nh xut khu khc nu bn cm thy rng vi phng thc ny bn s thc hin cng vic c tt hn vi chi ph thp hn. D bn la chn bt k i tc no th s h tr ca h cng khng c ngn cn hot ng tm hiu th trng ca bn, cho d cng l th trng ca h. Bn cng cn phi c kin thc v vn ny. l phng thc duy nht c th kim sot c i tc ca bn. Bn c th tham kho ni dung ny Chng 5. 7. La chn knh phn phi 7.1. La chn knh bn l hu ht cc nc EU, h thng phn phi pht trin mnh m, mc d kh phc tp v thm ch khc bit gia cc nc. C nhiu loi ca hng khc nhau p ng nhu cu ca khch hng, cho d h u, giu hay ngho. Chuyn mn ho l c s cho vic la chn knh bn l. Hu ht cc sn phm u phi tm hng i ti cc ca hng chuyn bit. Cc nh cung cp hng tiu dng s nhn thy rng vic la chn ng knh phn phi i hi qu nhiu b quyt, thi gian v cng vic s v. H thng dnh quyn quyt nh quan trng ny cho i tc thng mi, nhng ngi hiu bit hn v th trng. i tc thng mi l ngi i din cho bn v c kh nng tm kim nhng knh bn l tt nht cho bn

(tham kho Chng 5). Tuy nhin, bn phi bit y v h thng phn phi a phng iu chnh hoc t nht l hiu c cc yu cu ca i tc ca bn. Vic hiu bit h thng phn phi a phng khng phi lc no cng hon ton kh khn. iu ph thuc vo loi hng xut khu ca bn. Nu l sn phm c bit, ngi mua sn sng tr gi cao th bn cn phi c nhng ca hng c bit phn phi hng. Nu sn phm ca bn ch l hng tiu dng bnh thng, bn s la chn siu th hoc ca hng tin li lm u ra cho sn phm. Nu gi l li th ln nht i vi sn phm ca bn (gi thp), bn c th cn nhc la chn cc ca hng gim gi, h c th mua vi s lng ln v bn ra vi gi r. Cc t chc h tr kinh doanh,nh t vn hoc i tc thng mi ca bn c th gip bn tm kim danh sch cc ca hng tiu th v thng tin v chc nng, danh ting hoc c th c th ca nhng ca hng . Nhng nh bn buon chuyn ngnh thng cung cp hng ti nhng ca hng tiu th, v d nh trong nhng ngnh hng vt liu xy dng, ni tht, trang thit b bnh vin, in t, dng gia nh, thc phm ti sng, hng dt may Mt s ca hng ln (ch yu l hng may v thc phm) c ngi bn bun ring cho h. y thng p dng hnh thc lin kt phn phi theo chiu dc. Trong nhng trng hp nh vy, li nhun kinh doanh ca h gim xung i cht. Nhng nh bn bun ln thm ch t nhp khu hoc ti gp bn ti nc ca bn mua hng trc tip. Mt s nh bn bun c vn phng thu mua ti nc bn hoc thu cc thng nhn thu gom hng t cc nh cung cp khc nhau. B2B i vi cc nh cung cp hng cng nghip, vic la chn cc ca hng tiu th d dng hn. Knh phn phi loi hng ny ngn hn. iu ny c th gii thch qua con s khch mua: s khch mua hng cng nghip t hn nhiu so vi hng tiu dng, do vy h thng phn phi c th trc tip hn. Thc t l khng c ca hng bn l cho mt s sn phm cng nghip. Ngi mua mua hng t cc ca hng bn bun. Nu bn l nh cung cp hng cng nghip ph tng hoc bn nguyn liu, bn hy cung cp trc tip ti nhng nh nhp khu hoc bn hng cho cc nh sn xut thit b ban u hoc ti cc nh cung cp ph nu dy truyn cung cp cho cc u mi trung gian.

V d v sn phm t cc nc ang pht trin Qun o Ph tng t

V d v cc ca hng (v cc knh phn phi) Cc ca hng c bit (thng qua cc nh nhp khu chuyn ngnh) Cc nh sn xut thit b ban u,

Cc v d v vic la chn knh phn phi

cc xng sa cha Sn phm c v rn (B2B) Ho cht (B2B) Cc dch v IT v phn mm (B2B) Hoa v hnh trang tr hoa l (B2B, B2C) ni tht Cc sn phm c kh (B2B) Cc b phn in t (B2B) trang sc Cc nh sn xut hng cng nghip, thit b Cc ngnh cng nghip dc, cc nh sn xut ho cht. Cc t chc, cng ty, nh bn l phn mm Cc ca hng hoa (thng qua cc nh nhp khu hoc u gi hoa) Cc ca hng ni tht (thng qua cc nh nhp khu chuyn ngnh) Cc nh nhp khu, cc nh sn xut Cc nh sn xut cc sn phm in t Cc ca hng trang sc (thng qua cc nh nhp khu chuyn ngnh) Cc nh thu xy dng, cc ca hng t phc v DIY), cc ca hng ln (thng qua cc nh nhp khu)

Kho v dng c xy dng (B2B, B2C)

Thu sn (B2B, B2C) Cc qun n, quy thu sn, cc nh sn xut thc phm (thng qua cc nh nhp khu). V d v vic V d v cc sn la chn phm t cc nc knh phn ang pht trin phi* Hoa qu ti Giy dp V d v cc ca hng (v cc knh phn phi)

Cc siu th ca hng rau qu, nh hng (thng qua cc nh nhp khu) Cc ca hng giy dp, bch ho tng hp ca hng ln (thng qua cc nh nhp khu)

Qu tng & trang Cc ca hng qu tng, bch ho tng hp, cc tr ca hng kinh doanh cho phi n (thng qua cc nh nhp khu)

Thit b v dng Bnh vin, trung tm y t, bc s a khoa thng mt ln trong y t qua cc nh nhp khu. Dc tho thin nhin (B2B) Qun o khoc ngoi (hng may mc) ng v cc thit b lin quan (B2B) Cc ngnh cng nghip dc phm v m phm (thng qua cc nh nhp khu) Cc ca hng thi trang, bch ho tng hp, ca hng bn qun o nhiu chi nhnh (thng qua cc nh nhp khu) Cc k s, nh thu xy dng, cng ty t ng dn, cc ngnh cng nghip (thng qua cc nh nhp khu)

Thc vt v nguyn Cc nh tr, trung tm vn, ca hng hoa liu (thng qua cc nh nhp khu) Rau qu v thc phm c bo qun Vn phng phm G x v cc sn phm g x (B2B, B2C) Du lch Ngnh cng nghip thc phm (thng qua cc nh nhp khu hoc kinh doanh trc tip). Cc nh bn l dng cho cc vn phng (thng qua cc nh nhp khu chuyn ngnh) Cc cng ty xy dng, cc ch t phc v (DIY), cc nh bn g x (thng qua cc nh nhp khu) Cc i l du lch, cc nh mi gii du lch

*) Cc sn phm trong danh sch khong 40 ngnh hng c h tr ca CBI. Tt nhin cc nh sn xut cc nn kinh t ang pht trin xut khu nhiu loi sn phm v dch v hn na. 7.2. Tip th kinh doanh cc nc EU, cc knh bn l pht trin rt rng v ln mnh. Thng thng h t chc hot ng thu mua xuyn quc gia kt hp vi nhng ng nghip nc ngoi vi tng ngn sch thu mua trn 20 t euro. Do , h c th mua hng vi s lng ln v mc gi hi hn. H bit l bn phi thng qua h bn hng trn th trng v h u tranh ginh li nhun cho ring h, thm ch c khi h phi u tranh vi c bn. Cc knh phn phi Chu u rt ln, mc d khng so snh bng cc knh phn phi ln nh Wal - Mart ca M (cng ty phn phi ln nht th gii vi doanh thu khong 130 t USD ti hn 4.000 ca hng). Nhng ci tn nh Tesco, Metro, Ahold, Coop, Casino, Aldi ni ting trong lnh vc phn phi hng thc phm. mt s nc nh H Lan, B v c, nhng hng phn phi ny chim ti hn 45% tng lng hng ho phn phi. cc nc vng Scandinavia, t l ny cn cao mc 80%. Cc ca hng bn l ln hn hu nh chi phi hot ng kinh doanh, l xu hng ng k ti Chu u.

Do vy cc nh cung cp khn ngoan ch trng nhiu ti cc knh phn phi, c bit l cc nh bn l ln. H to iu kin cho cc nh bn l c th thc hin tt nhim v phn phi. H thch ng ho vic ng gi v nh gi sn phm ca mnh theo cc yu cu ca nh phn phi. H lp k hoch giao hng theo mong mun ca nh phn phi (cung cp hng cho h ng hn). i khi thm ch h chun b nhng hot ng xc tin c bit gip nh phn phi (nh cc hot ng gii thiu v qung co thch hp). Quan im pht trin thnh mt dng "tip th kinh doanh". Cc nh sn xut ln o to nhn vin kinh doanh nh nhng nh qun l c bit hoc nh qun l khch hng chnh v nhim v ca h ch l chm sc tng nh phn phi. Tip th kinh doanh p dng cc bin php tng t nh tip th hng cng nghip. Tip th kinh doanh c th c xc nh l vic tip th ti cc Tip th kinh doanh nh bn l ch khng phi ti ngi tiu dng cui cng. Tip l g? th kinh doanh coi nh bn l hoc cc i tc l khch hng ca mnh. Theo truyn thng ca cc nh l ch n thun "phn phi tip hng ho", nhng ngy nay cc nh bn l l nhng i tc m phn thc s v c nng lc. Tip th kinh doanh thng c cp nh vn qun l nhng khch hng chnh, nhng lin quan ti tt c cc kha cnh ca hot ng tip th. Ct li ca h thng tip th kinh doanh ny l hiu c suy ngh cng nh ng c hot ng ca ngi bn l. Cng ging nh tip th hng tiu dng t mc tiu hng ti l ngi tiu dng v ch r tp qun tiu dng ca h. Cc nh sn xut v cc thng nhn khi nghin cu v cc nh bn l cn xem xt 6 lnh vc thng tin quan trng l: phn loi, gii thiu, hu cn, hp tc, ngi tiu dng v cc hot ng xc tin. Hot ng tip th kinh doanh cn thit lp bc tip cn ca nh bn l ti nhng vn ny v ng c ca h trong qu trnh hp tc vi nh sn xut. S hp tc vi cc nh bn l l qu trnh c th do cc nh sn xut v tip th kinh doanh nh hng. Ngun: P.J.Bierman - FMCG, Robert H.Smith School of Business, University of Maryland, USA T Chng 5 tip theo bn s nghin cu ti sao cn phi i x vi cc thnh vin ca knh thng mi nh i tc kinh doanh ca bn. H c cc mc tiu ging nh bn: bn hng ti cc khch hng cn sn phm ca bn. Do vy, nhim vu ca bn khng ch l bn hng cho nh phn phi , m cn phi to iu kin cho anh ta bn hng ti cc khch hng ca bn. iu gii thch ti sao iu quan trng l cn phi bit khch hng ca khch hng. Trn thc t, iu c ngha l i tc kinh doanh s yu cu bn chun b cc cng c xc tin bn hng phc v cho hot ng phn phi ca bn. c th l nhng vic n gin

nh ng du th ghi gi c bit hoc in m vch UPC vo bao b (c hnh nh vi con s nh theo hng thng ng v nhng ng sc ngang, qua m my tnh c th nhn bit v chuyn ho thnh cc thng tin v c im ca sn phm nh: gi, mc d tr trong kho, tn nh cung cp). Nhiu mng li bn l gii thiu th tn dng dnh ring cho vic mua hng nhng ca hng ca h. Qua vic s dng th tn dng ny ca khch hng, h c th thu thp thng tin (t ng) v khch hng. Bng cch , cc nh bn l c th xy dng c h s khch hng, th hin thng tin v sn phm v thng hiu c khch hng a chung, thi gian v tn sut i mua hng, mc chi tiu (trung bnh) Qua h thng qun l s phn hi ca khch hng, h c th phn loi cc mong mun ca khch hng c th gi cc thng ip xc tin ph hp vi s a thch ring ca tng khch hng. Cc thnh vin trong knh phn phi ca bn cng c th yu cu mt s h tr kh kh khn v tn km nh thay i nhn hiu sn phm ca bn thnh nhn hiu (ring) ca chui ca hng, thay i kch c bao b, chun b hp qung co cung cp ti chnh cho vic qung co s hp tc (cng tr cc chi ph ny). Bn khng nn t chi ngay lp tc cc yu cu ny, mc d n tn km v dng nh t gnh nng qu ln ti li nhun ca bn. Bn hy trao i vi i tc kinh doanh v nh gi chi ph ny so vi c n l sn phm ca bn c c v tr p trong ca hng. Quan im ca bn c th quyt nh s phn cc sn phm ca bn "s gia nhp th trng hoc khng gia nhp th trng". 8. Xc tin xut khu Ti cc th trng ni a, hot ng bn hng din ra t nhin. Nhng xc tin hot ng xut khu rt kh do khch mua v nhu cu ca h khng ging nh th trng trong nc. V vy bn cn chun b mt chin lc xc tin xut khu. Bn nn tham kho cun "Xy dng hnh nh cng ty" do Cc Xc tin Thng mi bin tp da trn cun nguyn bn ting Anh 'Your image builder' ca CBI. Mc d chuyn mc ny gii thiu chin lc xc tin xut khu ton b theo ngha rng, nhng bn s t nhn thy mc gii hn hot ng ca mnh, n gin v bn khng c kinh ph hoc c hi c th trang tri mi th. i tc hoc khch mua ca bn c th s chu trch nhim thc hin hot ng xc tin bn hng ti khch hng ca h. Nhng t nht bn c th h tr v khch l h thc hin nhim v . 8.1. Thng tin ti khch hng Bn cn kho lo qung b v sn phm ca bn vi ngi mua v sn phm ca bn kh c th bn c nu khng c cc hot ng xc tin bn hng. Tm li: bn cn thng tin vi ngi mua chc chn rng h bit v sn phm ca bn, mua v s dng chng tha mn nhu cu ca h.

Thng tin lin lc trong kinh doanh ch yu phc v 2 mc ch chnh: - Thng tin cho khch hng v li ch v s sn c ca sn phm, - Hng dn khch hng cch s dng ng sn phm m bo s tha mn ti a V thng tin lin lc, bn cn bit: a) Loi hnh thng ip. b) Phng tin truyn thng (mang thng ip) c) Cch t chc thng tin lin lc 8.2. Xy dng thng ip

Thng tin lin lc trong kinh doanh

Khch hng kh c th ch ti tt c cc th tn thng mi c gi ti v hng ngy h thng b tn cng bi hng lot cc qung co qua th in t. nhng nc cng nghip, hang cng nghip, hng ngy c tnh c hn 2.000 th in t nh vy c gi ti ngi tiu dng. C th hiu c rng, ngi tiu dng c xu hng chn la nhng g h mun. c gi l "nhn thc c chn la". Thng ip v sn phm ca bn cn thc s hp dn v kho lo cp ti nhng iu m khch hng mun c nghe, do h chc chn s ch ti. Cc nh tm l hc gii thch qu trnh tip nhn mt qung co trong tr no ca con ngi, bao gm cc bc nhn thc sau: gi s ch (Attention), to ra s thch (Interest), kch thch mong mun (Desire) v gy ra hnh ng (Action) - c gi l chui AIDA. i khi, c thm ch S ca ch tha mn (Satisfaction) to thnh: AIDA

 c th "gi s ch ", thng ip ca bn cn gy n tng. "to ra s thch", thng ip ca bn cn cha ng nhiu tin tc, a ra cc s kin thc t. "kch thch mong mun", bn cn c thng ip khu gi tr tu cng nh cm xc. "mang li s tha mn", thng ip ca bn cn c sc thuyt phc. m bo khch hng tip tc t hng, dch v sau bn hng ca bn cn ng tin cy. Bn c mt thun li rt ln; bn bit s thch v ng c mua hng ca cc khch hng tim nng ti cc th trng xut khu. Nhng bn khng bit cn phi s dng phng thc no tip cn khch hng.Bn khng bit ngn ng ca h, hoc tp qun x hi v vn ha ca h. Trong giao tip trc tip vi h, bn s cm thy gia hai bn c mt khong cch ln kh c th vt qua. Thc t, chnh l vn gy cn tr hot ng marketing quc t. Rt may l i tc kinh doanh ca bn s gip bn (tham kho Chng 5). H c kin thc v th trng hoc bit cch nghin cu th trng c c cc thng tin cn thit, h bit v ngi bn a v c th tm cch tip cn ng n. Hp tc vi i tc kinh doanh nc ngoi, bn s tm ra c hnh mu thng ip tip cn ng tm l, cc cng c chun xc nhm thu ht s ch v hiu thu nhu cu ca khch hng. 8.3. La chn phng tin truyn thng "Phng tin truyn thng" l cc phng tin chuyn ti cc thng ip. Phng tin truyn thng (qung co) ny c th l bn giy hoc tp ch (bn in), i, truyn hnh, cun sch gii thiu (brochure), cun hng dn s dng th trc tip, th in t Thm ch c cc ti liu phc v cho vic mua hng nh p phch, hp qu qung co hoc bao b ring co sn phm ca bn cng c th l cc phng tin truyn thng. Bn nn s dng phng tin truyn thng no truyn ti thng ip ca bn? iu ph thuc vo: loi sn phm ca bn;nhm khch hng mc tiu ca bn; s sn c v chi ph ca phng tin truyn thng. c c quyt nh ca mnh, bn cn gii quyt c 3 yu t . B2B Nu bn bn sn phm cho ngi mua l sn xut cng nghip, vic la chn phng tin truyn thng s d dng hn. Bn thc s bit c ai l khch hng ca bn, tn, a ch v nhu cu ca h. Bn cng c thun li nh vy nu bn cung cp hng tiu dng ti th trng ch yu l nhm khch mua. Do , bn c th tp trung n lc thng tin lin lc ti ring cc khch mua m bn bit. Bn c th chn bt k phng tin truyn thng no ph hp vi cc khch mua . c th l internet hoc th trc tip hoc cc bn tin chuyn ngnh, hoc ti liu hng dn hoc cun sch nh gii thiu nhng u im v tin li ca sn phm ca bn (brochure).

Tm li, nhng cng c xc tin hiu qu nht i vi cc nh xut khu bao gm:

Bn hng theo phng thc B2B

Thng mi in t (bao gm catalogue in t, a DVD, CD)

Xc tin thng mi qua trung gian

Hi ch trin lm

Cc phi on thng mi

Gii thiu catalogue trn website

Bn th gim gi

Ngy nay, ngi tiu dng c th mua hng trc tuyn, Hai phn ba trong s h sn sng mua hng trc tuyn trong tng lai bi ngy cng c nhiu ph n (ngi ni tr) i lm c ngy hoc bn thi gian v vic i mua hng thng ngy c cho l cng vic "t nht". Cng nh M ('Peapod') , cc mng li bn l thc phm Chu u nh TESCO, Metro, Ahold xy dng cc ca hng o trn Internet, cho php ngi tiu dng c th t hng ch bng mt ng tc n gin l nhp chut vo biu tng sn phm. Thanh ton c thc hin ngay lp tc (qua th tn dng) v sau hng nhanh chng c giao. Nhng khch mua hng cng nghip v cc khch hng tng t bt u cng vic thu mua ca mnh bng cch tm kim trn Internet. Nhng khch hng mua ln nh Ford. DaimlerChrysler, General Motors xy dng mt loi th trng o tm kim, m phn v k hp ng vi nh cung cp m ch lin l qua internet. Trn Internet khng c ranh gii, cc nh cung cp t tt c cc nc trn th gii, gm c cc nn kinh t ang pht trin, xy dng cho mnh mt trang web ring di tn min ( ng k) gii thiu catalogue, cc

mu thit k, c tnh sn phm, bng gi, h s cng ty, thm cc la chn t hng qua in t. Nu bn kinh doanh hng tiu dng, phng tin truyn thng l tng phi phc v tt nht cho nhm khch hng mc tiu ln nht ca bn vi chi ph thp nht. Ngoi Internet, truyn hnh v i pht thanh cng l nhng phng tin truyn thng tt. Ngi tiu dng Chu u xem ti vi gn 2,5 gi/ngy, nghe i cng khong thi gian tng t v lt qua Internet khong 1 gi/ngy. Thng tin ny bao gm tn, a ch, c th tm kim ti cc cun sch hng dn v phng tin truyn thng ca Chu u. kin ca gii chuyn mn thuc t chc qung co a phng s gip bn quyt nh la chn phng tin truyn thng tt nht. i tc kinh doanh c th s hng d bn. Tuy nhin, Chu u, cc loi phng tin truyn thng ny thng rt t ra vt qu mc kinh ph ca bn. Chi ph thc hin mt qung co trn truyn hnh Chu u thng vo khong 50.000 euro v chi ph pht trn truyn hnh l 1 triu euro. Trong trng hp ny bn c th quyt nh ch tp trung n lc qung b ti cc i tng l khch mua trc tip nh: nh nhp khu, cc knh phn phi. H c th l nhng khch mua cc mng li phn phi cho siu th hoc cc trung tm thng mi. Hoc h l cc nh bn bun, nhng ngi ny li tip tc qung co sn phm ca bn cho cc nh bn l, cc khch hng ca h. Nhiu nh xut khu cc nc ang pht trin rt thnh cng trong vic tm kim khch hng qua hi ch trin lm. Cc t chc h tr thng mi c th h tr vic t chc on quc gia tham gia hi ch, quy t cc nh xut khu t mt nc hoc mt ngnh cng nghip ti mt gian hng kt hp. T chc xc tin nhp khu t cc nc ang pht trin ca H Lan (CBI) c nhiu kinh nghim trong lnh vc ny v tch cc h tr cho cc nh xut khu tham gia hi ch trin lm (tham kho cun sch Hng dn tham gia hi ch trin lm 'Your Show Master' ca CBI). Chu u, mi dch v h tr ca cc phng tin truyn thng u c th mua c. La chn cc phng tin truyn thng phc v mc ch qung co la chn cc phng tin truyn thng phc v mc ch qung co, bn cn cn i: - Li ch ca vic qung co trn phng tin truyn thng: hiu qu qung co cn t ti mc l khng ch thng tin ti c cc khch hng mc tiu m cn thu ht c s ch ca h v sn phm ca bn. - Chi ph thc hin trn phng tin truyn thng - bn cn yu cu bn bo gi (bng vn bn) hoc hp ng chiu l. 8.4. T chc hot ng thng tin lin lc Vic t chc hot ng thng tin lin lc bao gm vic lp k hoch v thi im thc hin

hot ng thng tin lin lc. a. Vic lp k hoch l cn thit v thng tin lin lc vi khch hng l mt phn c bn trong hot ng marketing xut khu ca bn. Bn cn thng tin ti khch hng rng sn phm m h cn hin ang c bn v h c th mua sn phm u. Cng vic ny ch l mt phn trong tng th hot ng xc tin thng mi. K hoch hot ng thng tin lin lc cn hp l v thng nht vi k hoch marketing xut khu tng th ca bn. Chi ph cho hot ng xc tin cng cn phi c xem xt. Bn khng bao gi c th c chnh xc kt qu ca hot ng ny. Bn cn phi lp k hoch thc hin mt cch k lng trc khi b ra chi ph. Ph tn ny s lm gim tnh kh thi ca hot ng v thu nhp ca bn. Nhiu nh chuyn mn s lin quan ti hot ng thng tin lin lc nh: i tc ca bn, n v qung co, phng tin truyn thng xng thit k, nh lm phim, nh in Do hu ht cc nh chuyn mn trong lnh vc cng nghip dch v c tr cng tnh theo gi nn cn t chc tt cng vic ca h c th tit kim thi gian v s dng nng lc ca h mt cch hiu qu. b. Thi im thc hin hot ng thng tin lin lc cng rt quan trng. Bn khng bao gi qung co trc khi m bo chc chn rng sn phm ca bn hin ang c sn bn v sn sng cho vic giao hng ti kho ca ngi mua. Hu ht cc phng tin truyn thng i hi mt thi gian nht nh (2-20 tun) chun b trc khi pht qung co ca bn. i vi cc nh in thc hin cun sch gii thiu sn phm ca cng ty (brochure) cng tng t nh vy. Bn cn m bo rng bn bit khong thi gian cn thit chun b cc hot ng . Nhng khon thi gian him khi thay i. Tuy nhin chng c bit quan trng bi bn mun tp trung ngun lc qung co vo mt thi im no . Phn ln ngi ta c th tip cn hn mt loi phng tin truyn thng. Trn thc t, nh hng ca qung co a phng tin ny s y mnh ng k thng ip ca bn. Bn hy c gng ng b ha tt c nhng ngun lc qung co ca bn. iu ny ph hp vi vic qung co hng tiu dng cng nh hng cng nghip. Cc nh sn xut hng tiu dng thng c k hoch t chc cc chin dch qung co bao gm tng hp ngun lc qung co trn mt s phng tin truyn thng. H qung co trn bo in, truyn hnh v ng thi t chc cc hot ng xc tin. iu ny lm tng tc ng ca mi phng tin truyn thng. Nu ngn sch qung co t, bn cn s dng kinh ph duy tr "vic qung b gii thiu", c gng s dng cc thng ip c tc ng lu di. Cc thng nhn kinh doanh hng cng nghip cng c th thc hin cch tip cn phng tin truyn thng a phng tin ny h tr cc chuyn ving thm v mc ch bn hng ca h bng cch qung co trn cc tp ch thng mi (tp trung qung b danh ting), gi th trc tip, s dng cc phng php tip cn qua in thoi. Cn thn trng i vi lut l ca nc s ti. mt s nc c quy nh hn ch qung co i vi hng tiu dng. Qung co v thuc l trn truyn hnh l mt v d. hu ht cc nc Chu u u cm qung co thuc l trn truyn hnh. Mt s hn ch khc c a ra xut pht t vic bo v quyn li ngi tiu dng. C nhng lut l quy nh cm tip cn

trc tip ngi tiu dng, c nhng quy nh bt buc bn phi m t r thnh phn, trng lng v xut x ca sn phm. Ngi tiu dng c lut php bo v trnh nhng qung co khng trung thc. Khi qung co bt k sn phm no, bn khng bao gi c khng nh li ch ca sn phm nu thc t khng ng nh vy. Bn c th s b pht v quan trng hn l: khch hng ca bn s bt u nghi ng bn. 8.5. Phn hi ca khch hng Thng tin lin lc l s trao i thng tin hai chiu. Bn thng bo cho khch hng v li ch v s sn c ca sn phm. Nhng cu tr li ca khch hng l g? Liu ngi tiu dng c thng tin li cho bn khng? Tt nhin h c lm nh vy. Cc thng nhn kinh doanh cc mt hng cng nghip bit c s phn hi ca khch hng. H ni chuyn trc tip vi khch hng, kt hp vi nghin cu th trng, xc tin v bn hng thc s ngay trong mt s bui ni chuyn. Nhng i vi cc nh xut khu hng tiu dng th thng kh c th nhn c thng tin phn hi t th trng bi v s phn hi khng nhiu v i khi khng ng vi suy ngh ca h. Phn hi r rng nht l: vng, ti thch sn phm ny. Sc mua thc t s gip bn hiu c iu ny. Nh nhp khu s gi cho bn nhng n hng tip theo. ng thi nhng phn ng tiu cc (khi mc bn gim) cng c ngha rt quan trng nhn bit v th trng. iu c th ch ra rng hot ng ca bn c iu g khng n. Nhng thng tin nh vy c th to iu kin cho bn chnh sa v ci thin tnh hnh. Thng thng, khi mc li bn s hc hi c nhiu hn v bn vn c th ci thin c kt qu hot ng ca mnh. Do , bn cn thng xuyn ch trng ti phn ng ca th trng. A. Ch th phn hi? Bn c th hy vng 3 nhm mc tiu sau s c kin phn hi vi bn:

Ngi tiu dng/khch hng cui cng

Ngi trung gian (nh nhp khu, nh phn phi, nh mi gii.)

Cng chng (nhn dn, cc t chc, cc hip hi.), nhng ngi khng phi l khch trc tip ca bn nhng tc ng ti quyt nh mua hng ca khch hng ca bn. V d: chnh ph, hi bo v quyn li ngi tiu dng, tp ch qung co, hoc thm ch l cc ng nghip v i th cnh tranh ca bn.

B. Ch phn hi? Ni dung nhng phn hi c th lin quan ti nhiu vn :

Sn phm v thnh phn cu thnh nn sn phm ca bn

2. n tng v sn phm hoc cc cch thc th nghim cht lng sn phm ca bn

Giao hng ng (khng ng) hn hoc s sn c ca sn phm ca bn

Gi c hoc ha n thanh ton ca bn

Thng tin lin lc vi bn, hot ng xc tin.

C. Ni dung phn hi?

i vi hng cng nghip, khch hng thng phn hi thng thn ti cc nh xut khu, tr khi h n trnh bn vi cu ni: "ng gi in cho chng ti, chng ti s gi in cho anh". Lc ny, bn hy c gng th tip cn li ln na v kin tr theo ui.

S phn hi ph bin nht l phn hi dng tiu cc: phn nn. Nhng li phn nn v sn phm ca bn b v, rch, thi ra hoc hng; v vic s dng sn phm nhng khng tt nh bn ha; v vic khng c bn m t chi tit k thut km heo; v gi c (thng ku ca l gi "qu t" v ngi mua mun nhn tin "hi li").

Rt him khi khch hng phn hi theo hng tch cc. Nhng iu cng xy ra khi ngi mua mun th hin lng nhit thnh ca mnh. Nhng phn hi tht d chu, bn nn cm n h. Nhng khch hng hi lng c th s thng tin cho bn b h v iu ny.

D. Bn cn phi lm g? u tin, bn cn to iu kin cho khch hng phn hi. hu ht cc nc phng Ty, vic khch hng thng tin cho nh cung cp nhng cm ngh ca h v sn phm v dch v l kh ph bin. H bit rng h rt quan trng i vi cc nh cung cp v h mun c i x mt cch nghim tc. Bn cn qung b v mnh, c th bng cch li danh thip, hoc in tn bn trn sn phm hoc bao b sn phm, hoc thm ch nu a ch v s in thoi ca bn trn sn phm hoc bao b sn phm, i thi c th a thm s fax v/hoc a ch th in t (e-mail) ca bn. Nhiu nh sn xut hng tiu dng phng Ty thnh lp "Phng dch v khch hng" to iu kin cho khch hng c th lin h v phn hi nhanh chng v hiu qu vi nhng gp v phn nn ca h. Phn ln cc nh bn l phn pht "th khch hng" c s dng nh th tn dng thanh ton. Qua , vic mua hng c ng k tp trung to iu kin cho cc nh bn l c th thu thp d liu v hot ng mua hng. Nhng d liu ny c s dng lm c s cho vic xy dng h thng "gii p khch hng hiu qu" ph hp theo cc quy trnh hu cn, k thut t ng, la chn sn phm. Bn hy kim tra xem liu khch hng ca bn c th nh vy hay khng v bn c th tham gia gii quyt nhng thc mc ca khch hng nh th no (v d dch v tr gip 24/24h hoc m bo tr li hng, tr li tin). Th hai, bn khng n gin ch l nghe phn hi ca khch hng m cn bt tay vo gii quyt s vic. Khi nhng phn hi ny l tch cc, cc khch hng cng nghip dng nh mun c thng bo v vic bn nhn c phn hi ca h v cm hn h. Khi nhng phn hi l tiu cc, bn s nhn thy rng l du hiu cnh bo: mt cng vic g ca bn c th sai v cn phi c nhanh chng iu chnh. Bn hy tip nhn nhng li ph bnh mt cch nghim tc, cm n khch hng v phn hi ca h v tm cch gii quyt vn . Bn hy c gng xem li li ph bnh v xoa du khch hng, chng hn bng cch gi mt sn phm mi sa cha li sn phm min ph, tr li tin cho h. Bn ng qun cu ni: "ng sau mi li phn nn l 100 khch hng khng hi lng". B2B Mt khch hng khng hi lng c ngha l thm ha cn k i vi cc nh cung cp hng cng nghip. Khi bn mc li, khch hng c th ri b bn chuyn sang mua hng ca i th cnh tranh, tuy nhin h cng c th gi lng trung thnh khi tip tc hp tc vi bn: Thng tin lin lc hiu qu s l ng minh ca bn: hy thng xuyn ni chuyn vi khch mua, trc khi bn cho hng hoc ha hn, trong thi gian bn chun b n hng (v d qua vic kim tra trc tuyn tnh trng n hng), khi vn chuyn hng v sau khi hng c nhn ("Xin hi ng, ng c hi lng

khng? Chng ti cn phi lm vic g na cho ng?"). Bn cn lun nh rng khch mua tt nht trong tng lai ca bn chnh l khch hng hin ti. Hy gi cho khch hng lun hi lng bng bt c gi no. Th ba, bn cn m bo chc chn l c xem xt nhng phn hi ny. Bn hy tm hiu nguyn nhn thc t lm khch hng khng tha mn. Bn bit l khch hng lun lun ng. Trong nhiu trng hp, khch hng qu thc ng. Bn hy kim tra vn trong t chc ca bn v sa cha sai lm hoc ci thin tnh hnh trong ni b cng ty. iu s gip bn ci thin cht lng ca cng ty mnh vi vai tr l nh cung cp. Nhn chung i l hoc nh nhp khu s gii quyt nhng phn nn ca khch hng. Nhng h thng xuyn khng bit phi lm g v s li bn. Bn cn ch cho h c cch thc x l vn . Bng cch ny h s cm thy c bn h tr khng ch v phng din vt cht m cn v tinh thn. Qua , bn gip h tr thnh mt ng minh mnh m ca bn. S tay v lp k hoch ca nh qun l (3) Qua cun sch ny, bn nm bt c b cng c hoc "hn hp marketing" xut khu. B cng c ny gm 4 phn: sn phm c gi l sn phm/th trng ca ngi mua, Gi-Price; a im-Place, ni sn phm s c bn (cc knh phn phi) v Xc tin (cch thc xc tin bn hng). C th bn ngh ti vic bt u p dng khi nim 4P. Tuy nhin , do s phc tp ca b cng c ny, bn cn h thng ha v lp k hoch p dng. V vn ny, bn c th tham kho Chng 6 ca cun sch ny.