CHNG 2

MI TRNG MARKETING

MC TIU CHNG

NI DUNG CHNG

1. Trnh by khi nim v mi trng, cc nhm mi trng nh hng n hot ng marketing ca cc doanh nghip 2. Phn tch ni dung v s tc ng ca mi trng v m, vi m v mi trng ni vi n hot ng kinh doanh ca doanh nghip

1. Khi

nim mi trng marketing 2. Mi trng marketing v m 3. Mi trng marketing vi m

1. Khi nim v tm quan trng ca mi trng marketing

1.1 Khi nim mi trng marketing

Mi trng marketing ca doanh nghip l v nhng ..hot ng bn ngoi chc nng qun tr marketing ca doanh nghip v tc ng n trong vic trin khai cng nh duy tr cc cuc giao dch thnh cng i vi khch hng mc tiu

Philip Kotler

1.1 Khi nim mi trng marketing

Lc lng ... .

...
Lc lng

1.1 Khi nim mi trng marketing

Mi trng Marketing

Tnh phc tp

Tnh bi n n g

1.2 Tm quan trng ca mi trng marketing

Mi trng marketing lun bin ng Mi trng marketing c th to ra nhng c hi hoc e da, thch thc i vi doanh nghip S tc ng ca mi trng s khc nhau i tng ngnh hng v cng ty

Nm bt nhng thay i trong mi trng marketing Pht hin cc . th trng v cc C nhng quyt nh chin lc , qua tng cng kh nng cnh tranh, pht

1.3 Phn loi mi trng marketing

Mi trng marketing v m
.

..

Mi trng marketing vi m Mi trng ni vi

. .. . .. ..

...

2. Mi trng Marketing v m

Yu t t nhin Vn ha Khoa hc k thut

.
Kinh t Chnh tr Nhn khu

2.1 Mi trng chnh tr - lut php

Th ch chnh tr ca mt nc Tnh n nh v mt chnh tr Lut php v cc quy nh di lut Lp trng, thi ca nh nc trong iu hnh nn kinh t Quan h chnh tr th gii Mi quan h gia mt quc gia vi cc quc gia khc trong khu vc v th gii

2.1 Mi trng chnh tr - lut php

Hat ng marketing ca cng ty cn tun th: Hin php nc Cng Ha X Hi Ch Ngha Vit Nam Cc b lut

..

Php lnh

( .) Cc thng t, ngh nh (.) Cc vn v m bo cht lng, v sinh an ton thc phm . . . Lut quc t ....

Doanh nghip v php lut

Php lut v cc loi hnh DN : a v php l ca cc loi hnh DN theo lut DN, thnh lp DN v ng k kinh doanh, gii th DN. Php lut v u t nc ngoi ti VN : u t trc tip nc ngoi , cc loi DN c vn u t nc ngoi Php lut v hp ng kinh t : K kt hp ng kinh t trong nn kinh t th trng , thc hin hp ng kinh t , hp ng kinh t v hiu , thay i iu chnh v thanh l hp ng , trch nhim ti sn trong quan h hp ng kinh t . - Gii quyt cc tranh chp trong kinh doanh : Cc hnh thc gii quyt tranh chp trong kinh doanh, gii quyt tranh chp trong kinh doanh thng qua ta n, gii quyt tranh chp kinh doanh thng qua trng ti .

IU G XY RA KHI DOANH NGHIP KHNG NM R LUT ???

2.2 Mi trng kinh t

Tng thu nhp quc dn Thu nhp c nhn, phn ha thu nhp Tnh hnh u t Cng n vic lm Tht nghip Ch s gi, Lm pht Hi nhp kinh t C cu kinh t C s h tng

Kinh t Vit Nam 2009

Mt s ch tiu kinh t ca Vit Nam

VT: Tng trng GDP Thu nhp bnh qun Ch s gi tiu dng (CPI) 2008 2009 2010 2011

6,23

5,32

6,78 1.133 (TpHCM 2800) 9,19

7,0

USD

1.052

1.064

1.157 7,2 (Q1: 12,79)

22,97

6,88

Ngun: TTCK v Viet Stock Tng cc thng k

CHI TIU NGI TIU DNG VIT NAM

Nm 2004: 378.000/ngi/thng Nm 2005: 438.000/ngi/thng

u tin cho n ung v gii tr: Vit Nam: 89% Hn Quc: 78% Hng Kng: 75% (Kt qu kho st ca Master Card)

Qu trnh hi nhp ca Vit Nam

Gia nhp ASEAN nm 1995 Ni li quan h ngai giao vi M nm 1995 Tham gia ASEM (hi ngh cp cao u) nm 1996 Tham gia APEC nm 1998 (Din n hp tc kinh t Chu - Thi Bnh Dng) 1994 np n xin gia nhp WTO, gia nhp WTO 07/11/2006 (chnh thc T.1/2007) Tham gia k cc Hip nh song phng, a phng vi nhiu nc trn th gii Tham gia cc cng c v tha c v quyn s hu cng nghip

2.3 Mi trng vn ha - x hi

Vn ha l do c a con ngi sng to, hnh thnh nhng .. ring ca tng dn tc hay tng a phng

c im ca vn ha

Vn ha l .. Vn ha l .. Vn ha .. Vn ha .. Vn ha ..

c trng ca vn ha x hi

Cc biu trng vn ha (vt cht, tinh thn, trnh dn tr) Gi tr vn ha Chun mc vn ha Cc s kin vn ha x hi

CC CP VN HA
VN HA CHUNG
.

...

TRO LU VN HA
. . .

NHNH VN HA
. ..

2.3 Mi trng vn ha - x hi
Mt s c trng v vn ha x hi tc ng n hot ng marketing Tnh bn vng ca cc gi tr vn ha ct li Cc nhm vn ha nh S bin i trong vn ha th cp

2.3 Mi trng vn ha - x hi
ng dng trong hot ng marketing

.. .. ..

2.4 Mi trng dn s

Dn s khng ch tc ng n .. (ngun nhn lc) m cn tc ng n (c im dn s ca khch hng, lng th trng)

2.4 Mi trng dn s
Quy m, tc gia tng dn s C cu dn s: Tui tc, gii tnh, chng tc, trnh hc vn, ngh nghip Xu hng dch chuyn dn s ..

2.5 Mi trng khoa hc k thut

. . . . .

2.5 Mi trng khoa hc - k thut

Cc kha cnh cn quan tm nghin cu: Thc trng ng dng khoa hc k thut trong cng ty Theo di k cc xu th pht trin k thut So vi i th cnh tranh Yu cu ca khch hng Kh nng ng dng cng ngh trong sn xut kinh doanh v marketing

2.6 Mi trng t nhin

iu kin t nhin Thi tit kh hu V tr a l Ngun ti nguyn thin nhin Kim sot mi trng Yu t t nhin lin quan n ngun cung cp nguyn liu u vo v yu cu x l cht thi trong sn xut ca doanh nghip.

2.6 Mi trng t nhin

Cc kha cnh cn quan tm nghin cu: Tnh hnh khai thc ti nguyn v s khan him dn ca mt s loi nguyn liu. Tnh hnh bin ng gi cung cp nng lng. Tnh trng nhim mi trng ngy cng tng. Chnh sch qun l ti nguyn v mi trng ca chnh ph.

3. MI TRNG VI M
L nhng lc lng c tc ng qua li, trc tip ti doanh nghip v nhng kh nng phc v khch hng ca doanh nghip
Doanh nghip

Cc nh cung ng

Cc Trung gian

Khch hng

i th cnh tranh Gii cng chng

3.1 Nh cung ng
L nhng n v cung cp cho DN cc thit b, nguyn liu, in, nc v cc vt t khc phc v qu trnh SX ca DN Yu cu: Phn tch nh hng : S lng nh cung ng Kh nng v c im ca cc nh cung ng, C cu cnh tranh Xu hng bin ng gi v s khan him vt t ....

Xc nh s lng nh cung ng/tng loi vt t, La chn nh cung ng iu kin giao nhn, thanh ton ...

3.2 Gii trung gian

CC TRUNG GIAN: - Cc n v kinh doanh tham gia hat ng phn phi - n v dch v VAI TR CA TRUNG GIAN PHN PHI N HAT NG MARKETING CA CNG TY?

3.3 Khch hng

- L iu kin tn ti ca cng ty - Khch hng s quyt nh hot ng marketing ca cng ty . . . .

Nghin cu khch hng

What How Who

Why

When

Where

Bn lnh n ng

Hnh vi tiu dng ru, bia thng c gn vi s mnh m ca nam gii trong cc x hi ng ;

3.3 Khch hng

Khch hng va l ngi mua hng ca doanh nghip nhng cng l ngi mua hng ca cc hng khc C cc dng khch hng khc nhau v ng x hay hnh vi mua hng ca h cng khc nhau. mun v th hiu tha mn nhu cu ca khch hng lun thay i theo thi gian v c khng gian.

3.4 i th cnh tranh

V mt chin lc, i th cnh tranh c hiu l tt c nhng n v cng vi doanh nghip tranh ginh ng tin ca khch hng

TI SAO DOANH NGHIP CN PHN TCH I TH CNH TRANH ???

L do cn phn tch i th cnh tranh

. . .

Phn loi i th cnh tranh

Theo phm

Theo

Theo

Trong ngnh Ngoi ngnh

Qu kh Hin ti Tim tng

c mun Loi Hnh thi Nhn

Trc tip Gin tip

Cnh tranh hon ho Cnh tranh c quyn c quyn

Nhn dng i th cnh tranh

Nhn dng i th cnh tranh

Ti mong mun g? Du lch gia dng Gtr trg nh 4. TCT v

Ti mun loihng g? My lnh L vi ba B salon 3. TCT

Ti mun kiu hng g? ML khi ML 1 mnh ML 2 mnh 2. TCT v

Ti mun nh/hiu g? LG National Carrier 1. TCT v

Phn tch cnh tranh

Thng tin v tnh hnh th trng, th trng mc tiu, khch hng Tnh hnh cnh tranh: mc cnh tranh, c im v phng thc cnh tranh ca cc i th, v th cnh tranh, yu t nh hng .. Thng tin v i th Chin lc ca i th cnh tranh c im, phng thc cnh tranh ca cc i th V th cnh tranh (im mnh, im yu, th phn...) Xu hng cnh tranh

PHN TCH I TH CNH TRANH

CU HI THEN CHT

i th ca chng ta l ai? H mun g? Chin lc hin ti ca h?

Li th cnh tranh, s khc bit ca i th

H s lm g?

CC XU HNG CNH TRANH

Tt c v khch hng Tc Lin minh chin lc (FPT-intel, VNPT-DHL...) u t vo thng hiu Blue ocean strategy (win-win)

3.5 Gii cng chng

Cng chng bao gm nhng c nhn, t chc hoc cng ng m hot ng, hnh ng hay phn ng ca h s nh hng n hot ng marketing ca cng ty

- Gii ti chnh: Ngn hng, Cty u t, cng chng u t, ... - Gii cng lun: Phng vin bo ch, truyn thanh, truyn hnh, . - Gii cng quyn: chnh quyn a phng - Gii hot ng x hi: T chc bo v ngi tiu dng, t chc bo v mi trng, cc hip hi, on th, ... - C dn a phng: nhng ngi sng quanh doanh nghip

3.5 Gii cng chng

Cng chng tch cc Cng chng tm kim Cng chng khng mong mun

nh hng ca gii cng chng n hat ng marketing ca cng ty

Tc ng tch cc t gii cng chng, thu ht s ch i vi sn phm, thng hiu v hat ng marketing ca cng ty Tc ng n khch hng ca cng ty Xy dng hnh nh thin cm ca cng ty hng n gii cng chng.

3.6 Mi trng ni vi
L nhng yu t trong ni b cng ty nh hng n hot ng marketing

Nhng yu t ni vi

MissionMoney Man Management Manufacturing

Structure Strategy System Skill, Style, Staff Shared value

VN HA CNG TY
H thng cc chun mc tinh thn v vt cht, quy nh mi quan h, thi v hnh vi ng x ca cc thnh vin trong cng ty, to nt ring c o ca cng ty, ng thi l sc mnh ca cng ty.

VN HA CNG TY

Nhng biu trng th hin cng ty H thng quan im, trit l kinh doanh ca cng ty H thng tp qun v thi , hnh vi ng x ca cc thnh vin trong cng ty (th hin qua cc nguyn tc, quy nh) Mi quan h, bu khng kh trong cng ty, truyn thng cng ty

M HNH MA TRN SWOT

M HNH MA TRN SWOT

L cng c hu ch trong phn tch mi trng v ra quyt nh SWOT: Thu thp thng tin v mi trng Nhn din cc yu t mi trng Phn tch s tc ng ca cc yu t mi trng n hot ng marketing ca cng ty Ra quyt nh

M HNH MA TRN SWOT

Strength s (im mnh)

Weakness (im yu) SWOT Threate n (Nguy c)

Opportunity (C hi)

Cc yu t bn trong cn phn tch

Vn ha cng ty Hnh nh cng ty C cu t chc Nhn lc ch cht Kh nng s dng cc ngun lc Kinh nghim c Hiu qu hot ng Nng lc hot ng Danh ting thng hiu Th phn Ngun ti chnh Hp ng chnh yu Bn quyn v b mt thng mi

Cc yu t bn ngoi cn phn tch

Khch hng i th cnh tranh Xu hng th trng Nh cung cp i tc Thay i x hi Cng ngh mi Mi trng kinh t Mi trng chnh tr v php lut

M hnh ma trn SWOT kt hp

Opportunity SO Strengths Kt hp im mnh tn dng c hi th trng WO Weakness Khc phc im yu Tn dng c hi th trng Threaten ST Pht huy im mnh phng trnh e da W T Phng trnh de da bng cch khc phc im