LI M U

Xy dng chin lc cho sn phm l mt nhim v v cng quan trng ca mi doanh nghip nhm thc hin c hiu qu nht ba mc tiu li nhun, v th v an ton. Trong mt th trng cnh tranh khc lit nh th trng in thoi di ng (TD) Vit Nam, lm mi mnh v ginh c s hi lng ca khch hng l iu kin tin quyt dn ti thnh cng ca mi nh sn xut. Nm 2008 pht huy th mnh v thit k tinh t v hin i, in thoi SAMSUNG chinh phc c a s khch hng. Nm 2009 d on s l nm thnh cng na vi in thoi SAMSUNG bi hng tip tc tung ra cc dng sn phm TD mn hnh cm ng. phc v mt cch tt nht nhu cu v mong mun ca khch hng, SASUNG thit k ra dng sn phm mi SAMSUNG BEAT DJ vi rt nhiu tnh nng vt tri. Trc tnh hnh thc t, sau thi gian nghin cu, cn c vo thc trng hot ng ca Cng ty v vi nhng kin thc c hc, em xin thc hin ti vi ni dung: Chin lc a sn phm in thoi BEAT DJ ca tp on SAMSUNG n vi th trng Vit Nam. ti c thc hin di s gip ca cc c, cc ch cn b cng nhn vin trong Cng ty v c bit l s gip tn tnh ca Thy: Phan Thnh Hng - Ging vin b mn Marketing, Trng i Hc Lao ng - X Hi. Ngoi Li m u v phn kt lun, bi tiu lun gm 3 chng: Chng I: C s l lun. Chng II: Thc trng sn xut v a sn phm mi ra th trng Vit Nam ca Samsung mobile. Chng III: Nhng nh hng, gii php trong vic thc hin chin lc sn phm mi ca Samsung mobile trn th trng Vit Nam.

CHNG I: C S L LUN
I. Nhng vn c bn v sn phm: 1. Khi nim sn phm: Khi ni v sn phm ngi ta thng quy v mt hnh thc tn ti vt cht c th v do ch bao hm nhng thnh phn hoc yu t c th quan st c. i vi cc chuyn gia marketing, h hiu sn phm mt phm vi rng ln. - Sn phm: L tt c nhng ci, nhng yu t c th tha mn nhu cu hay c mun c a ra cho bn trn th trng vi mc ch thu ht s ch mua sm, s dng hay tiu dng. Theo quan nim ny, sn phm hng ha bao hm c nhng vt th hu hnh v v hnh, bao hm c nhng yu t vt cht v phi vt cht. Ngay c trong nhng sn phm hu hnh th cng bao hm c cc yu t v hnh. Trong thc t, ngi ta thng xc nh sn phm thng qua n v sn phm. 2. Cp cc yu t cu thnh n v sn phm: n v sn phm vn l mt chnh th hon chnh cha ng nhng yu t, c tnh v thng tin khc nhau v sn phm. Nhng yu t c tnh v thng tin c th c nhng chc nng marketing khc nhau. Khi to ra mt mt hng ngi ta thng xp cc yu t c tnh v thng tin theo ba cp c nhng chc nng marketing khc nhau. - Cp c bn nht l sn phm theo tng. Sn phm theo tng c chc nng c bn l tr li cu hi: v thc cht, sn phm ny tha mn nhng im li ch ct li nht m khch hng theo ui l g? V chnh l nhng gi tr m nh kinh doanh s bn cho khch hng. - Cp th hai l sn phm hin thc. l nhng yu t phn nh s c mt trn thc t ca hng ha. Nhng yu t bao gm: cc ch tiu phn nh cht lng, cc c tnh, b cc b ngoi, c th, tn nhn hiu c th v c trng ca bao gi.

- Cp cui cng l sn phm b sung. l nhng yu t nh: Tnh tin li cho vic lp t, nhng dch v b sung sau khi bn, nhng iu kin bo hnh v iu kin hnh thc tn dng... 3. Khi nim sn phm mi: Do nhng thay i nhanh chng v th hiu, cng ngh, tnh hnh cnh tranh, cng ty khng th tn ti v pht trin nu ch da vo nhng sn phm hin c. V vy mi cng ty du phi quan tm n chng trnh pht trin sn phm mi nu mun tn ti v pht trin vi uy tn ngy cng tng. Vy ta c th hiu sn phm mi l mt sn phm, mt dch v hoc mt tng c mt s khch hng tim nng cm nhn nh mi. ng trn gc doanh nghip xem xt, ngi ta chia sn phm mi thnh hai loi: Sn phm mi tng i v sn phm mi tuyt i. 3.1. Sn phm mi tng i: Sn phm mi tng i l sn phm u tin doanh nghip sn xut v a ra th trng, nhng khng mi i vi cc doanh nghip khc v i vi th trng. Chng cho php doanh nghip m rng dng sn phm cho nhng c hi kinh doanh mi. Chi ph pht trin loi sn phm ny thng thp, nhng kh nh v sn phm trn th trng v ngi tiu dng vn c th thch sn phm ca i th cnh tranh hn. 3.2. Sn phm mi tuyt i: Sn phm mi tuyt i l sn phm mi i vi c doanh nhip v th trng. Doanh nghip ging nh ngi tin phong i u trong vic sn xut sn phm ny. Sn phm ny ra mt ngi tiu dng ln u tin. y l mt qu trnh tng i phc tp v kh khn (trong c giai on sn xut v bn hng). Chi ph dnh cho nghin cu, thit k v sn xut th v th nghim trn th trng rt cao. Mt sn phm c c coi l mi hay khng ph thuc vo cch th trng mc tiu nhn thc v n. Nu ngi mua cho rng sn phm khc ng k so vi mt s sn phm ca i th cnh tranh v mt s tnh cht (hnh

thc bn ngoi hay cht lng), th sn phm s c coi l sn phm mi. II. Nhng vn c bn v chin lc sn phm mi: 1. Chin lc ca cng ty: duy tr s pht trin ca mnh, mi doanh nghip u phi hng tng lai vi nhng mc tiu cn t ti v nhng thch thc t c mc tiu . Ngy nay, vic qun l da trn nhng kinh nghim trc gic v s suy on ch quan khng th l mt s m bo cho thnh cng ca doanh nghip. V vy mt chin lc marketing c thit lp v pht trin cho ton b cc hot ng ca doanh nghip u l cn thit. Chin lc l mt tp hp ca cc chui hot ng c thit k nhm to ra li th cnh tranh bn vng. Chin lc khng ch l mt k hoch, cng khng phi l mt tng, chin lc l trit l sng ca mt cng ty. Chin lc y khng phi lc no cng ng ngha hon ton vi t di hn m n th hin nhng c gng ca cng ty nhm t ti mt v tr mong mun xt trn v th cnh tranh v s thay i ca hon cnh. l s th hin vic tm hiu v nhn bit nhng yu t mi trng marketing bn ngoi, nh gi nhng iu kin v kh nng bn trong ca cng ty son tho cc chin lc kinh doanh nhm t ti nhng mc tiu nht nh. T khi nim chin lc, chng ta c th hiu chin lc marketing l: mc tiu m cng ty mun t ti. 2. Chin lc marketing cho sn phm mi: 2.1. Chin lc marketing l g? Chin lc marketing l mc tiu m cng ty mun t c nh khi lng sn phm, th phn trn nhng th trng tim nng, kh nng sinh li, th lc trong kinh doanh, an ton trong kinh doanh v c th gi l mc tiu marketing. Chin lc marketing l mt hot ng ca Cng ty ni chung v

ca b phn marketing ni ring nhm t c mc tiu ca Cng ty trong hot ng sn xut kinh doanh. 2.2. Son tho chin lc marketing cho sn phm mi: Sau khi d n sn phm mi tt nht c thng qua, cng ty cn son tho chin lc marketing cho sn phm . Chin lc marketing cho sn phm mi bao gm ba phn: - Phn th nht: m t quy m, cu trc th trng v thi cu khch hng trn th trng mc tiu, d kin xc lp v tr sn phm, ch tiu v khi lng bn, th phn v li nhun trong nhng nm trc mt; - Phn th hai: Trnh by quan im chung v phn phi sn phm v d on chi ph marketing cho nm u; - Phn th ba: Trnh by nhng mc tiu tng lai v cc ch tiu: tiu th li nhun, quan im, chin lc lu di. 2.3. Trin khai sn xut hng lot v tung sn phm mi ra th trng: Sau khi th nghim th trng cng ty c cn c r nt hn quyt nh c sn xut i tr sn phm mi hay khng. Nu vic sn xut i tr c thng qua cng ty phi thc s bt tay vo trin khai phng n t chc sn xut v marketing sn phm mi. Trong giai on ny, nhng quyt nh lin quan n vic tung sn phm mi vo th trng l cc k quan trng. C th l trong giai on ny, cng ty phi thng qua bn quyt nh: - Khi no tung sn phm mi chnh thc vo th trng? - Sn phm mi s c tung ra u? - Sn phm mi trc ht phi tp trung bn cho i tng khch hng no? - Sn phm mi c tung ra bn nh th no? Vi nhng hot ng h tr no xc tin vic bn? 2.4. Cc hot ng cn thc hin m bo s thnh cng ca sn phm mi: chin lc a sn phm mi ra th trng mt cch c hiu qu, cc doanh nghip cn nghin cu n cc yu t: i th cnh tranh; xc nh

mc tiu khch hng; khc bit ha, to nn mt gi tr, mt l do thuyt phc nht; chin lc ring bit cho sn phm... 2.4.1. Nghin cu i th cnh tranh: Hu ht cc doanh nghip khi p dng vo thc t thng qun nguyn tc ny, khng coi trng i th cnh tranh v tin tng vo cc sn phm ca mnh. Tuy nhin sn phm hay dch v ca doanh nghip khng phi lc no cng thun li v ph hp vi thc t th trng, trong khi th trng li bt u bng chnh i th ca h. Lit k nhng doanh nghip c sn phm tng ng vi sn phm m doanh nghip c nh mun tung ra. Ngay c khi sn phm mi cha tng c bit n, t mnh vo v tr ca ngi tiu dng bit c phn ng ca h i vi sn phm ny nh th no. Khi xc nh c cc i th cnh tranh, nghin cu nhng cng c marketing ca h: p phch, qung co... nh gi mi tng quan gia sn phm ca mnh vi sn phm ca cc i th. Xc nh xem phi ng u vi s cnh tranh ca i th nh th no, c bit i vi nhng doanh nghip c mi e da thc s. 2.4.2. Xc nh mc tiu khch hng: Bt c sn phm no cng c mt i tng khch hng ring ca n, doanh nghip khng th bn nhng mt hng cao cp cho khch hng trung lu hoc nhng mt hng bnh dn th thng khng c gii thng lu ti. Phn on khch hng m bn nhm ti c th l nhng ngi hin ang tiu dng mt sn phm tng ng ca i th cnh tranh hoc nhng ngi thch ci mi vi c tnh c sc thuyt phc. Nhng khch hng tim nng tt nht s l nhng ngi hiu c tnh hu dng ca sn phm. 2.4.3. Khc bit ha, to nn mt gi tr, mt l do thuyt phc nht: y chnh l li th cnh tranh ca doanh nghip. i vi mi sn phm khi tung ra th trng, mi doanh nghip phi hiu u l c tnh phn bit n vi cc sn phm khc. Mi doanh nghip phi t t cu hi Sn phm ca ti mang li iu g m nhng sn phm ca cc i th khc khng c?.

t ra cu hi dng ny s gip doanh nghip xc nh r hn iu m sn phm cn c p ng nhu cu mong mun ca khch hng. 2.4.4. Chin lc ring bit cho sn phm: Doanh nghip phi tm ra cch thc tt nht qung b cho sn phm ca mnh. La phi ti tay ngi tiu chn hnh thc v a im bn sn phm. H thng bn hng qua cc knh phn phi hay trc tip ti ngi tiu dng. La chn xem xt chin lc marketing truyn thng nhm ti tng c nhn hay trc tip, vai tr ca truyn hnh bo ch trong qu trnh xm nhp th trng. Chun b sn sng cho vic hon thin sn phm. T chc ni gp g khch hng dng th sn phm v yu cu h pht biu cm ngh v sn phm....

CHNG II THC TRNG SN XUT V A SN PHM MI CA SAMSUNG MOBILE RA TH TRNG VIT NAM
I. Tng quan v Tp on SAMSUNG: 1. Lch s hnh thnh v pht trin: Tp on SAMSUNG l mt trong nhng tp on thng mi ln nht Hn Quc. c bt u t cng ty xut khu nm 1938, nhng mau chng c nhiu dng. SAMSUNG c Lee Byung Chul thnh lp nm 1953. Tp on trc y l khi kt c hn 400.000 cng nhn trn ton th gii v ch to ra xe hi, in, ha cht, my bay, tu thy, ngnh bun bn, kinh doanh khch sn... trong cc cng ty ring r sau s ci t li ca s khng hong ti chnh Chu . Samsung Electronics, hng in t Samsung, c thnh lp nm 1969, l mt b phn ln nht ca Tp on Samsung v l mt trong nng cng ty in t ln nht th gii. c sng lp ti Daegu, Hn Quc, hng in t Samsung hot ng ti chng 58 nc v c khong 208.000 cng nhn. Hng in t Samsung c coi l mt trong 10 nhn hng ha tt nht th gii. Hng ny l mt trong bn hng ti Chu , bao gm Nht Bn, vi vn th trng ln n 100 t M kim. Tp on Samsung bao gm nhiu ngnh kinh doanh Hn Quc, bao gm c in t Samsung v bo him Samsung. Ch tch hin nay l Lee Kun Hee k tha tp on vo nm 1987. Trong thp nin 90, Samsung ni ln nh mt tp on quc t a ngnh. Chi nhnh ca cng ty xy dng tng c gii thng ln v cng trnh xy dng mt trong hai ta thp i Petronas thng 9 nm 1993, v Burj Dubai nm 2004, nhng cng trnh cao nht th gii. Samsung sng st qua khng hong tin t Chu 1997-1998, tuy nhin, Cng ty Motor Samsung, phi bn cho hng Renault. c coi l mt i th cnh tranh ca Nht Bn, Thung lng Sillicon, i Loan v c cc doanh nghip ni a, Samsung ngy cng m rng sn xut nhm tr thnh nh cung cp b nh

Ram ng, t lnh, b nh flash, u DVD ln nht th gii, v s tr thnh mt trong 20 doanh nghip hng u ton cu vo nm 2010. Hin nay, Samsung l mt trong nhng nh sn xut dn u th gii v mn hnh plasma v in thoi di ng th h 2. Samsung ang c gng c bc t ph th trng Nht, qu hng ca Sony v Panasonic. V Samsung hot ng trong nhiu lnh vc, dng nh cn bao hm c nhng cuc tranh ci khng hi kt, nh l chuyn cng ty vi phm quyn sng ch i vi Fuitsu - cng ty tha nhn ch to ra mn hnh cng ngh plasma u tin. Samsung cng phi i mt vi tranh lun Hn Quc v chnh sch cho cng nhn lm vic ca cng ty. 2. Nhng hot ng ca Samsung trong thi gian qua: 2.1 Tip cn th trng: Hin ti, Samsung c 16 sn phm ni bt trn th trng th gii. Theo 2 tp ch Interbrand v Buisness Week, tng gi tr ca nhn hiu Samsung ng th 43 trong s cc tp on ton cu (5,2 t USD) nm 2000, th 42 (6,4 t USD) nm 2001, th 34 (8,3 t USD) nm 2002, th 25 (10,8 t USD) nm 2003, th 21 (12,5 t USD) nm 2004 v th 20 (14,9 t USD0 nm 2005. Lng xut khu sn phm ca Samsung ng gp trc tip vo nn kinh t Hn Quc, ch tnh ring Samsung vt 18,1% so vi tng sn lng xut khu ton quc. Nhm nng cao mi trng lm vic, xy dng mt t chc vng mnh v dng tin cy, ban iu hnh ca Hng in t Samsung ch o thnh lp mt Chng trnh lm vic tuyt vi t nm 1998. Nm 2003, chng trnh c truyn thng qua ton th tp on Samsung, c cng ty bo him sinh mng v Ha hon Samsung v nhiu nhnh khc. Nm 2006, 9 cng ty di vn ca hng in t Samsung, 80 chi nhnh nc ngoi v 130 doanh nghip nc ngoi c thng bo chnh thc c p dng chng trnh ny. 2.2. Tha k hp php nhng bng cch thit thc:

Thng 10 nm 1996, Samsung Everland, khu gii tr ln nht Hn Quc, pht hnh 1,28 triu bn kh c thay i, mi bn c gi tr 7.700 won c th coi l gia r hn so vi gia c phiu ca cng ty lc l 100.000 won. Khng phi c ng no cng c quyn mua nhng bn kh c ny, ngoi tr con trai v con gi ch tch Lee Kun Hee. Trong mtj thi gian ngn, nhng a con ca ng bin kh c thnh c phiu, v t thnh c ong chnh. Ch mt qu trnh n gin nh vy gp vo li nhun 120 t won (khong 120 triu USD). Cch thc trn cho php nhng a con ca Lee Kun Hee tr thnh nhng ngi giu nht Hn Quc, v cng nh vic iu hnh thnh cng ca tp on Samsung. 2.3. Ti tr cho th thao: Samsung nh du vo lch s gii Bng Ngoi hng Anh khi tr thnh nh ti tr bng ln nht cho i v ch Chelsea. c lng tr gi 50 triu bng Anh cho 5 nm ti tr. Cng ty cng ti tr cho i Sydney Roosters ti gii v ch bng bu dc Australia t 1995-1997 n nay. Samsung l hi vin ton cu ca Th vn hi t nm 1997. II. Thc trng sn xut v a sn phm mi ra th trng Vit Nam ca hng TD Samsung: 1. Samsung xy dng nh my sn xut in thoi di ng ti Vit Nam: Ngy 28 thng 10 nm 2009, ti khu cng nghip Yn Phong, tnh Bc Ninh, Samsung chnh thc khai trng nh my sn xut in thoi di ng vi tng vn u t ln n gn 700 triu USD. y l nh my sn xut TD u tin ca Samsung ti Vit Nam, sau nhiu nm c mt ti th trng vin thng tim nng ny. Vi tn gi Cng ty TNHH Samsung Electronics Vit Nam (SEV), nh my s sn xut cc mu TD nhn hiu Samsung cho th trng Vit Nam cng nh cung ng cho th trng ton cu. Nm trong khu cng nghip Yn Phong, tnh Bc Ninh, nh my c tng din tch 50 hecta, v d kin

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khi hon thin vo nm 2012 s cung cp 100 triu sn phm mt nm. Ch hn mt nm t ngy nhn Giy Chng nhn u t do Ban Qun l cc Khu cng ngip Tnh Bc Ninh cp vo thng 3/2008, thng 4/2009 SEV ua vo hot ng mt xng lp rp TD, v ti thng 8/2009 a vo hot ng thm mt xng p v sn v in thoi. Ti thi im hin ti, nh my t cng sut 1,5 triu sn phm mt thng v to ra hn 2000 vic lm cho ngi dn a phng. Bn cnh nhng ng gp trc tip cho s pht trin kinh t - x hi ca tnh v cc vung kinh t ln cn, d n u t ny ca Samsung s l tin thu ht vn u t nc ngoi vo tnh Bc Ninh t cc nh cung cp linh kin cho Samsung trn ton cu. SEV l nh my sn xut TD th 7 ca ca mnh sang cc th trng Chu c v khi cc nc thuc Lin X c. Theo c tnh, nm 2010 doanh s xut khu ca SEV c th t kim ngch 4,5 t USD, a Samsung tr thnh doanh nghip sn xut xut khu hng u Vit Nam. Nh vy, c th thy Samsung trn th gii, trong Vit Nam l quc gia th 5. Vi l hng xut khu u tin vo thng 4/2009, SEV tr thnh mt phn ca chui cung ng ton cu trong ngnh TD ca Samsung. TD Samsung sn xut ti Vit Nam hin c xut khu sang cc th trng ng Nam , Trung ng v Chu Phi. D kin trong tng lai, SEV s xut khu sn phm Samsung c s u t rt ln trn th trng Vit Nam. Nh my sn xut TD c xy dng l iu kin rt ln nhm qung b cc sn phm TD ca Samsung Vit Nam. 2. Cc loi in thoi Samsung c mt trn th trng Vit Nam: phc v mt cch tt nht tt c mi khch hng ca mnh, Samsung sn xut ra rt nhiu loi in thoi di ng khc nhau. - in thoi thi trang: Vi v b ngoi snh iu, tnh nng hp dn bn trong to nn phong cch ca ngi tiu dng. Samsung thc s chinh phc c khch hng trn th trng Vit Nam vi cc sn phm nh: Samsung S3653, S8003, S8330, S3500, L700, U800, U900, F480...

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- in thoi a phng tin: lng nghe tng giai iu yu thch mi lc mi ni. Cc sn phm tiu biu cho loi TD ny l M2513, M7603, M3510, F400, E251, F250... - Hi t cng ngh: Tn hng phim HD v mang n bn cm xc nh tht trn in thoi bng cch cho ra i cc sn phm nh: Samsung i8910, i8000, INNOV8, OMNIA, G810... - Doanh nhn: dnh cho nhng ngi bn rn vi rt nhiu cng vic trong vn phng, chic in thoi Samsung chnh l s la chon tuyt vi nht. Cc sn phm ph hp vi cc doanh nhn nh: Samsung B7320, B2100, D980, C5212, i780... - Kt ni: Samsung C3212, C3010, C3053, M620... cc sn phm ny gi kt ni vi phong cch linh hot vi tnh nng chung s gip cho khch hng tip cn nhiu cng ngh cn thit. - C bn: Tnh nng a truyn thng c bn gip khch hng c th nhn ra c phong cch m h mong ch. Lm hi lng mi nhu cu m khng nhn ly nhng ci khng cn thit. 3. Samsung mobile tng bc chinh phc ngi tiu dng Vit Nam: Ti Vit Nam, theo s liu ca GFK (ch s nim tin tiu dng), thng 12/2008 Samsung vng vng gi ngi v th 2 trn th trng TD vi 21% th phn. in thoi Samsung ngy cng c ngi tiu dng Vit Nam yu mn v chn la bi thit k, cng ngh v dch v khoongnguwngf c ci tin trong thi gian va qua. u nm 2008 Samsung gii thiu hng lot cc sn phm TD mi ph chn ton b cc phn khc th trng vi chin dch mang tn Hy tng tng TD dnh cho mi phong cch. Cc sn phm ny c thit k da trn nghin cu v xu hng tiu dng, li sng v phong cch ca 20.000 ngi tiu dng thuc hn 25 quc gia, vng lnh th t 5 chu lc. Trong nm qua, vi cc sn phm mi c chia theo 6 phn khc: Phong cch, a truyn thng, gii tr, doanh nhn, kt ni v thit yu, Samsung

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ngy cng khng nh v tr tin phong v thit k v cng ngh, chinh phc mi i tng khch hng d l kh tnh nht. c th hin qua nhng tiu ch nh: thit k hin i, cng ngh tin tin, cht lng hon thin, dch v chu o. 3.1. Thit k hin i: Samsung rt ni ting v in thoi thit k p, thi trang. Pht huy th mnh ny, nhng sn phm mi ca Samsung vi kiu dng tinh t, hin i nhng ng thi cng cng cp, chc chn nhm khng nh vi ngi tiu dng, in thoi Samsung khng ch l c gi p, mong manh m cn l chng trai mnh m ti nng. Nhng model ni bt trong thi gian va qua t dng cao cp nh Omnia i900, Giorgio Armani n dng nghe nhc nh i450, F400, M3510, F250 hay cc dng in thoi trung cp v ph thng nh F480, U800, L700, M620, E2510, B200... l nhng minh chng c th. l nhng sn phm thit k gn, bn phm thong hay mn hnh rng, mu sc trang nh, sang trng. c bit, TD mn hnh cm ng Samsung ang rt thnh cng m gii thng in thoi cm ng Samsung ang rt thnh cng m gii thng in thoi cm ng xut sc ca Vietnam Mobile Award 2008 do c gi bo Echip bnh chn l mt minh chng cho s yu mm ca ngi tiu dng. 3.2. Cng ngh tin tin: i cng vi thit k hin i, in thoi Samsung lun c ticha hp nhng cng ngh tin tin nht. l cng ngh Touch Wiz c quyn do Samsung pht trin dnh cho cc in thoi cm ng hay cng ngh chp nh vi tnh nng nhn dng khun mt, nhn din n ci, chng nhy mt v cng ngh chp nh, quay phim phn gii cao, nghe nhc vi cc nh dng file khc nhau, chi game 3D... cho nhng in thoi gii tr. Nhng dng in thoi a truyn thng nh Omnia i900, Innov8 cn tch hp h thng nh v ton cu GPS vi cng ngh navigation (dn ng) v geotaging (chp nh km v tr a l), t in Lc Vit, c bit l phn mm

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Vietmap vi bn 64 tnh thnh. Ngay c nhng in thoi ph thng nh M620, E2510 cng tch hp nhng cng ngh mi tin ch nh camera, quay video, th nh, ghi m i FM, kt ni Bluetooth... 3.3. Cht lng hon thin: Cht lng ca in thoi Samsung khng ngng c nng cao.Dung lng pin ca cc sn phm ngy cng di, ngay c nhng dng in thoi cp thp nh E1110 thi gian m thoi ln n 8 gi, thi gian ch l 20 ngy. Cht liu ch to sn phm cng ci tin vi nhng vt liu c bn cao, chng try xc nh Innov8 lm bng kim loi Duralumin - mt hp kim chuyn dng trong ngnh hng khng, cng v nh hn thp. T tin vi cht lng sn phm ca mnh, Samsung c nhng chng trnh n tng, thuyt phc khch hng nh cho xe cn ln hay th ri t trn cao xung... nhng in thoi vn hot ng tt. Hin ti, chng trnh truyn hnh thc t 72h nh thc sc bn ang thu ht c s quan tm ca ca rt nhiu bn tr. Samsung s chng t in thoi ca mnh pin lu, sng khe v bn cao trong sut 3 ngy hot ng lin tc ti ni hoang vng d ch sc pin 1 ln duy nht. 3.4. Dch v chu o: T gia nm 2008, h thng bo hnh in t u tin ti Vit Nam 6060 c p dng mang li s thoi mi v yn tm cho khch hng s dng in thoi Samsung khi h c nhu cu bo hnh chnh hng m khng cn lu gi giy bo hnh. Trong nm 2009, mng li bo hnh cng c m rng t 7 trung tm nm 2008 ln 34 trung tm ha hn mang li nhng dch v bo hnh tt nht v tin ch nht cho khch hng trn ton quc. Ngoi ra, vic gii thiu nh phn phi mi l tp on Ph Thi vo u nm 2009 cng cho thy Samsung ang n lc ht mnh nhm mang in thoi Samsung n ngi tiu dng mt cch rng ri hn. Trong thi gian ny, Samsung ang tin hnh kho st kin ngi tiu dng ti website http://mysamsung.vn vi chng trnh mang tn Hy l

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ngi k tip to ra s thay i cho in thoi Samsung ca bn!. Nhng ngi yu mn in thoi Samsung c th truy cp vo y chia s kin, ng gp hon thin hn chic in thoi yu thch ca mnh. y l mt hot ng tch cc ca Samsung, th hin s quan tm n nhng yu cu v mong mun ca khch hng khng ngng ci tin sn phm, tha mn mi nhu cu ca ngi tiu dng. 4. Chin lc ca Tp on Samsung: Va qua Tng gim c Tp on Samsung a ra chin lc ht phn ngn trong vic iu hnh ccong ty: Nu khng i trc th phi i nhanh hn i th chnh l trit l kinh doanh m Yun Jong - Yong (Tng gim c tp on Samsung) rt tm c trong s nghip ca mnh. V cng nh vy m ng khng nhng gip Samsung thot him m a tp on i ht t thnh cng ny n thnh cng khc trong nhng nm gn y. Trc s cnh tranh khc lit trn th trng, ng quyt tm ra mc tiu h trn th trng c sn phm mi no th Samsung cng phi sn xut ra c th v ng thi phi sn xut tht nhanh, tht nhiu nh c th. ng p dng hon ho chin lc ht phn ngn m ng cn gi l thuyt sashimi theo tn mt mn gi c ni ting ca Nht. Theo , khi l mt trong nhng nh sn xut u tin th Samsung s ht ht nhng khch hng nhiu tin, chu chi, sn sng mua ngay mt sn phm mi hay mt mu m mi. Giai on ht phn ngn ny c thi gian sng rt ngn nhng t sut li nhun thng mi li v cng cao. C th gp 2, ng thi i tng khch hng cng khng phi l khch hng thu nhp cao nh trc. C th Samsung khng phi l ngi ngh ra sn phm trc tin nhng ng mun tp on ca mnh phi l ngi nhanh chn tung ra th trng sn phm vi s lng ln. Rt nhiu i gia trong cc lnh vc in thoi di ng v in t dn dng git mnh trc c chiu ny ca ng Tng

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gim c Yun Jong - Yong. Tuy ct gim rt nhiu nhn vin nhng vi h thng nghin cu pht trin sn phm th ng Tng gim c rt chi li ny li khng h c tit kim. Ngc li vic u t c v con ngi v phng tin cho nghin cu pht trin sn phm rt c ch trng. Khi bt chc hay hon thin xong mt sn phm mi, Yun Jong-Yong cho sn xut i tr ngay lp tc vi s lng ln v trong thi gian tht nhanh. C th ni y l mt s to bo n liu lnh ca Yun Jong-Yong nhng ng thi cng chnh l b quyt thnh cng quan trng nht ca Samsung. Cc nh sn xut khc thng ch sn xut th thm d th trng trc khi sn xut i tr nhng Samsung th khng vy. ng Tng gim c Yun Jong-Yong h lnh tt c cc xng sn xut ca Samsung hot ng ht tc lc ngy m c 7 ngy ca tun ht ht cc phn khch chu chi trn th trng. Lee Kun - Hee - Ch tch kim gim c iu hnh Samsung hon ton ng trong chnh sch pht trin cng ty. ng tng ni: Hy thay i tt c, tr v v con bn. ng cn nhn mnh: Mt thin ti c th nui sng hng triu ngi khc. Trong k nguyn sp ti, khi sng to l ng lc quan trng nht cho thnh cng doanh nghip, chng ti s thu ht nhng ngi ti nng nht. Gi tr kinh t ca mt thin ti l hn 1 t USD Th gii doanh nghip ang thay i su sc. Tht kh on ngnh no s pht trin v em li vn hi trong tng lai. Nhng nu s dng nhng ngi tinh hoa nht, bn s gii quyt c bt c vn g ca tng lai. 5. Chin lc a sn phm mi Samsung BEAT DJ ra th trng: Sau khi nghin cu v ra nhng chin lc pht trin, Samsung mobile quyt nh gii thiu ra th trng mt lot cc sn phm TD mi trong nm 2009. Trong cc sn phm l s gp mt ca chic TD Samsung BEAT DJ y c tnh dnh cho ngi yu thch m nhc. 5.1. Cc c tnh ni tri ca chic in thoi chi nhc ny: - Samsung Beat DJ c c k vng s l mt trong nhng sn phm in thoi di ng (TD) c tnh nng chi nhc v cc ng dng DJ tt nht

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hin c ca Samsung trn th trng. Khng ch vy, sn phm ny cn c mn hnh cm ng thi thng v cch thit k l mt. Ln u tin c cng b trn th trng ton cu vo thi im u nm 2009 ti Ty Ban Nha, n cui nm 2009 Samsung Beat DJ s c cng b trn th trng Chu - Thi Bnh Dng trong c Vit Nam. Nhng c tnh ca Samsung BEAT DJ. - Mn hnh cm ng : + Mt trc v sau ca v my c m crm sng bng, trong khi vin xung quanh my c mu xanh n tng, to v tr trung cho sn phm. Beat DJ cn c "ng du", th hin ng cp ca mt thit b chi nhc cao cp khi mt trn ca my ni bt vi dng ch Audio by Bang & Olufsen ICEpower. + Beat DJ c kiu dng dng thanh candy bar, Beat DJ c bo trn n mc ti a hai u, gip cho vic cm ngang my bng 2 tay d dng, khi ng dng chnh nhc (DJ) chng hn. My ny cng c kch thc khng qu b, 112x51x13,9mm, v trng lng l 99,7g ph hp vi nhiu i tng ngi dng khc nhau. + Beat DJ c mt mn hnh ln, kch thc 2,8 inch, tch hp cng ngh cm bin gia tc v chm cm ng. y l mn hnh s dng cng ngh AMOLED, 16 triu mu v cht lng hin th hnh nh tt. hai u ca my c h thng phm xoay bng cng ngh cm bin gia tc dng cho cc ng dng chi nhc, trong khi u pha di mn hnh cn c thm 3 phm vt l (phm nhn cuc gi, phm tt cuc gi, v phm quay tr li ng dng ban u), tt c chng nm trn 1 thanh nha hnh bn nguyt, c nhn dng bng cc biu tng tng ng. C nhiu iu chng ta ni v cc iu khin nhc thng qua h thng cm bin gia tc. Ngi dng ch vic chm hoc lt ngn tay trn cc biu tng 2 u my l c th tr thnh mt ngi chnh nhc (DJ) chuyn nghip. Trong khi , nh ni trn, Beat DJ l sn phm s dng mn hnh cm ng, my ny c h iu hnh do

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Samsung pht trin. Gn ging vi cc sn phm c mn hnh cm ng khc ca Samsung, H iu hnh ca Beat DJ c nhng u im nh giao din vi thanh cha Widget, c th t ng xoay ngang i cc ng dng cn mn hnh rng, kch thc phm QWERTY o ln. - Chc nng DJ: + Nhng u im ln nht ca Beat DJ l chc nng chi nhc vi cc ng dng DJ. Nu chi nhc, ngi dng c Beat DJ: cng cm tai nghe 3.5mm, 2 loa tch hp, khe cm th nh c th thay nng, giao din chi nhc hin i, chi nhc v xem phim vi nh dng MP3, DivX, XviD, WMV, MP4... Cn vi ng dng DJ, ngi dng c th Remix nhc theo mun, nh cch m mt DJ chuyn nghip thng lm. Cha ht, ng dng DJ cn cho php ngi dng lu nhc mu, ghi m li bn nhc sau khi c bn mix hon chnh v.v... Tm li, tin rng ngi tiu dng s c nhiu "nghin cu" v my m khi s dng chc nng DJ ca Beat DJ. + Tt nhin, ngoi nhc, ngi dng vn c th chp nh bng my nh 3,15 megapixel vi n flash c t pha sau thn my; s dng cc ng dng GPS, nghe radio FM, kt ni Internet bng cng ngh 3G. Thi gian s dng pin theo nh sn xut cng b l 400 gi cho thi gian ch v 7 gi cho thi gian thoi. 5.2. Mc ch v mc tiu m Samsung ra cho sn phm ny: - Mc ch: Vi nhng c tnh ni tri ca sn phm Samsung mong mun s hp dn c th trng khu vc. Da vo sn phm ny m nhu cu s dng cc sn phm khc ca khch hng cng c tng ln. C nhiu i tc kinh doanh mi, kh nng ci thin v gi c v c hi u t. a sn phm mi vo cuc sng. Trin khai cc dch v mi, thuyt phc ngi tiu dng s dng sn phm. - Mc tiu: Dng in thoi mi nht ca hng c th chinh phuc ca nhng tn m nhc kh tnh nht. Sn phm s hu mn hnh cm ng AMOLED siu nt, dn loa BANG v Olufsen cc mnh. Tip theo l hn 30% ngi

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tiu dng mc tiu bit ti sn phm mi ny sau chin dch truyn thng tng hp u tin. + Bng vic tiu th sn phm ny, hng TD Samsung Elictronics cho bit hng s d tnh bn c 50 triu trn ton cu, ti khng nh ngi v dn u ca hng trong phn khc th trng ang pht trin nhanh chng. + Mc tiu bn hng ra trong nm 2009 l 200 triu chic TD, vi cc dng cm ng chim khong 20% doanh s bn ra. Trong nm 2008, TD mn hnh cm bin hon ton ch chim 5% doanh s ca Samsung. + Dng in thoi cm ng trong c Samsung Beat DJ s l chic TD bn chy nht ca Samsung, vi hn 10 triu chic tiu th trn th trng trong vng 6 thng. III. nh gi thc trng: Khi gii thiu sn phm mi ra th trng Vit Nam, Samsung Beat DJ s t c nhng thnh cng bn cnh cng gp khng t kh khn, c hi v thch thc. im mnh: Th trng TD Vit Nam l th trng c th ni pht trin trn th gii. Ngi tiu dng Vit Nam c th mua v s dng tt c cc loi in thoi mi v hp dn nht nhm th hin c tnh v phong cch ca h. Tp on Samsung l tp on ni ting trn th gii v l tp on in t ln nht Hn Quc. Bn cnh Samsung c s hiu bit rt ln v th trng v c khch hng bit n vi hnh nh tt. Ngoi ra, Samsung mobile c v th i u vi nhng cng ngh m nhc tin tin qua cc dng in thoi. p dng nhng phng php tip th tt v c dch v khch hng mi trong vng. Hn na, gi c cc loi TD ca Samsung hp l theo chc nng ca sn phm. Chic in thoi Samsung Beat DJ li cha ng nhng c tnh ni tri m nhng chic in thoi khc khng c c. l tnh nng nghe nhc chuyn dng, ng dng DJ tt nht hin c ca Samsung trn th trng. Khng ch vy, sn phm mi ny cn c thit k l mt v mn hnh cm ng thi thng.

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Bn cnh nhng im mnh nh vy, sn phm ny c gp phi mt s hn ch trong vic pht trin trn th trng TD Vit Nam nh: Tp on Samsung khng phi l tp on chuyn sn xut in thoi, ngoi in thoi cn c rt nhiu cc sn phm khc nh TV, my nh, t lnh... nn vic tp trung vo sn xut in thoi di ng cn hn ch. V sn phm th thiu kt ni wifi, my i km l mt s ng dng cho DJ, khng ph thng, cht lng m thanh km hn so vi mt chic in thoi chuyn chi nhc. ng thi vi vic gii thiu sn phm ny ra th trng, tp on cng c c mt s c hi pht trin nh: hp dn th trng khu vc chnh, nhu cu s dng sn phm ca cng ty tng, c nhiu i tc kinh doanh mi, kh nng ci thin v gi c v c hi u t. M thm nhng trung tm ca hng giao dch, bo hnh ln. Nhng thch thc phi i mt l: Khi Vit Nam gia nhp th trng quc t, trong tng lai cc sn phm nhp khu s c gim thu, xut hin nhiu sn phm mi c nhiu tnh nng v gi r. Bn cnh , hng in thoi Nokia l i th cnh tranh gay gt ca Samsung trn th trng Vit Nam, nim tin ca ngi tiu dng i vi hng in thoi ny l rt cao. Samsung cng phi i mt vi cc i th cnh tranh mi ni nhng cng c rt nhiu sn phm mi trn th trng Vit Nam.

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CHNG III: NHNG NH HNG, GII PHP TRONG VIC THC HIN CHIN LC SN PHM MI CA SAMSUNG MOBILE TRN TH TRNG VIT NAM
Rt nhiu chuyn gia tip th cho rng, mt trong nhng tnh th cnh tranh bt li nht i vi hu ht cc doanh nghip l tung ra th trng mt sn phm mi cho d sn phm l sn phm mi tng i hay tuyt i. V nhiu ngi tin rng vic a ra cc sn phm mi trn th trng, doanh nghip phi tht s n lc mi c th thnh cng, c khch hng n nhn. sn phm mi ca Samsung mobile c th n c vi ngi tiu dng Vit Nam v c n nhn i hi Cng ty a ra nhng nh hng v gii php tht ng n. Sau y l mt s nhm gii php m Cng ty nn thc hin trong vic gii thiu v qung b sn phm mi: I. Nhm gii php a ra cc li th cnh tranh: 1. Li th gi c hp l: Chin lc r rng nht i vi cc sn phm mi l a ra mc gi c hp l. i vi bt k mt sn phm no cng vy, gi c hp l i vi chc nng ca sn phm. Nu mt dng sn phm bnh thng, khng c s ni bt m gi cao th khch hng cng khng sn sng mua v nu mt sn phm tt th s chng khi no c mc gi thp. c mt sn phm thc s tt vi nhiu chc nng hp dn ngi tiu dng sn sng tr mt mc gi cao. i vi sn phm ny, Samsung s c hng a ra mc gi l trn 5 triu VN. Mc gi ny theo d on l s hp l v hn na rt c li cho ngi tiu dng. S tin cn phi tr cho mt b DJ chi c cng phi ln ti 1500 USD. Nh vy cng vi chc nng chi nhc DJ mc gia nh a ra l hp l. 2. To ra hoc tng thm gi tr gia tng cho sn phm: V tham gia cuc chin gi c l mt vic c tnh mo him ln nn mt s la chn khc c kh nng mang li thnh cng ln hn v bn vng hn l a ra cc tin ch khc km theo sn phm chnh. V d nh bao b bt mt, hng dn s

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dng sn phm chi tit, xy dng cc trung tm dch v nhng a im khch hng d dng tip cn v cc chng trnh bo hnh m rng. Hin nay, trn a bn H Ni mi c hai trung tm bo hnh in thoi Samsung. l: Tng 6, s 5 o Duy Anh; Samsung Ph Thi: S 5, X n, ng a, H Ni. Ngoi ra, cng ty c th khng cn to thm gi tr bng cch b sung cng dng mi, m nh tip th ch cn tp trung qung b cc c tnh sn phm c nhng cha c khai thc nhiu, chng hn, bng cch so snh sn phm mi vi nhng sn phm c trn th trng hoc hng s ch ca khch hng ti cc u th trong qui trnh sn xut. 3. Khai thc cc li th v s tin dng: Cc sn phm mi thu ht s ch ca cc nhm ngi s dng khc nhau ti cc thi im khc nhau. Trn th trng s bao gm nhng khch mua u tin (thng gi l nhng ngi i tin phong) sn lng th nghim sn phm trc v a s khch hng khc (gi l s ng s dng sau). Nhng ngi mua trong giai on u thng tm kim nhng li ch mang tnh c nhn hn nh hnh thc p trong khi nhm khch hng giai on sau thng b hp dn bi cc tin ch ni bt ca sn phm so vi cc sn phm khc ang c mt trn th trng. V vy, Samsung Beat DJ cn qung b mt cch rng ri cc tin ch ca mnh. l kiu dng thon gn gip vic cm nm d dng... 4. Cc chin dch khuyn mi: a ra nhng chng trnh khuyn mi m cc hng khc khng cung cp nhm chim c s quan tm v lng tin ca ngi mua. Cc nh tip th c th xem xt vic a ra cc t khuyn mi v ti chnh nhng khng trc tip gim gi m vn gim tng chi ph, chng hn nh tng phiu gim gi cho ngi mua hay min ph cc sn phm v dch v km theo nh: tai nghe, dy kt ni my tnh, th nh hoc mt vi sn phm hng tiu dng c gn nhn mc ca Cng ty, ti nhc chung v hnh nn min ph.... Ngi mua s tnh ton v so snh chi ph trn gi vi cc sn phm tng t ca i th

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cnh tranh. Cng c th xem xt thc hin cc kiu khuyn mi khc thu ht nhng khch hng cn ang lng l v thiu lng tin i vi sn phm ca mnh, v d, p dng ch bo hnh, cung cp cc ch dn s dng... II. Nhm gii php xy dng cc k hoch ph tr: 1. Gii thiu sn phm: - Tip xc khch hng v gii thiu sn phm, chm sc khch hng ti khu vc trng by sn phm ph trch. Trin khai cng vic bn hng, cung cp thng tin sn phm khuyn mi v gi c cho khch hng. Thuyt phc khch hng mua sn phm c hiu qu tt nht. Duy tr mi quan h tt, p bn vng vi khch hng.

2. Quan h vi bo ch: Nhm mc ch a cc tin tc c gi tr ln cc phng tin truyn thng thu ht s ch ca khch hng. Tin hnh xy dng cc clip qung co, trnh chiu ln cc chng trnh qung co trn truyn hnh, xut hin trn cc tp ch in thoi di ng, trn internet... C nh vy mi gip cho cc sn phm i su hn vo trong tm tr ca khn gi. 3. S truyn thng tng hp: Hot ng tuyn truyn c bn trong ln bn ngoi pht trin mnh m s hiu bit ca ngi tiu dng v sn phm. Bn cnh cn nghin cu cc c hi m i th cnh tranh cha khai thc nh bn hng qua cc knh phn phi mi, ti cc siu th, cc trung tm mua sm.... Mt trong nhng i th ln nht ca Samsung th trng Vit Nam l tp on Nokia. Tp on ny d chim c lng tin ca ngi tiu dng, v vy cn tm hiu mt cch k lng v cc sn phm cng nh chin lc ca h trn th trng. T c a ra cc quyt nh ng n nht c th pht trin

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PHN KT LUN
Chin lc a sn phm mi ra th trng l mt vn ht sc quan trng trong cng tc sn xut kinh doanh ca Cng ty. Trong mt th trng cnh tranh khc lit nh th trng TD Vit Nam, lm mi mnh v n lc ginh c s hi lng ca khch hng l yu t tin quyt dn ti thnh cng ca mi nh sn xut. Qua mt thi gian nghin cu t cc sn phm TD ca Samsung mobile, nhng c hi s t c v nhng kh khn thch thc m Cng ty phi vt qua khi a sn phm mi ra th trng, em mnh dn a ra mt s gii php nhm hon thin hn chin lc v sn phm mi ca Cng ty, hy vng s gip Samsung mobile thc hin tt hn na chin lc sn phm ra. Do c nhng hn ch v kin thc cng nh nhng kinh nghim thc t, nn bi tiu lun khng trnh khi nhng thiu st v nhng suy ngh cha tht y v mt s vn nu trn. Knh mong c s gip , kin ca cc thy c.

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DANH MC CC TI LIU THAM KHO

1. PGS.TS. Trn Minh o - Gio trnh Marketing cn bn - NXB i

hc Kinh T Quc Dn - Nm 2008. 2. Bi ging ca Thy Phan Thnh Hng - Ging vin Trng i Hc Lao ng X Hi. 3. Cng ty in t Samsung Vina - L khai trng nh my sn xut TD - Ngy 28/10/2009. 4. Lch s hnh thnh v pht trin ca Samsung - H s Cng ty - Thng tin Samsung - Nm 2005.

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