K HOCH MARKETING

2. tm lt ni dung..........................................................................................................2
3. tn ch hot ng .........................................................................................................2
4. Phn tch mi trng bn ngoi....................................................................................2
4.1 Tnh hnh th trng chung............................................................................................2
4.2 Tnh hnh ngnh hng cng ty ang kinh doanh...............................................................2
4.3 Tnh hnh i th.........................................................................................................3
4.4 Tnh hnh nh cung cp.................................................................................................3
4.5 Tnh hnh h thng phn phi........................................................................................3
5. Phn tch tnh hnh ni b ............................................................................................3
5.1 Kt qu kinh doanh......................................................................................................4
5.2 Phn tch nhng vn chin lc.................................................................................4
5.3 Mc hiu qu ca chin lc marketing hn hp..........................................................4
5.4 Nhng yu t ni b khc c nh hng n li th cnh tranh ca cng ty........................4
6. phn tch SWOT ............................................................................................................4
7. Mc tiu marketing.......................................................................................................5
8. Chin lc marketing....................................................................................................5
8.1 Chin lc cnh tranh...................................................................................................5
8.2 nh v.......................................................................................................................6
8.3 Chin lc marketing hn hp.......................................................................................6
9. T chc v thc hin.....................................................................................................7
9.1 K hoch hot ng.....................................................................................................7
9.2 Ngn sch...................................................................................................................7
10. nh gi kt qu k hoch marketing.........................................................................7
11. Ph lc........................................................................................................................7

1.
2. TM LT NI DUNG
[click vo y in vo]
Phn ny nu khi qut nhng pht hin v xut chnh trong k hoch. Phn ny cho php ngi
c nm c nhng vn chnh ca k hoch m khng phi c ht ni dung. C th s dng
bullet point lit k nhng ni dung chnh.
Lu : nn vit phn ny sau khi hon tt cc phn khc c th xc nh c u l nhng
vn chnh trong k hoch.
3. TN CH HOT NG
[Click vo y in vo]
Phn ny nu tn ch hot ng ca cng ty bn.
4. PHN TCH MI TRNG BN NGOI
Phn ny xem xt mt cch c h thng v tnh hnh kinh doanh ca mi trng bn ngoi ln bn
trong cng ty ti thi im lp k hoch marketing, t tm ra cc c hi cng nh cc mi e
da, nh hng tt hoc xu n kh nng tha mn nhu cu khch hng ca doanh nghip.
Phn tch mi trng bn ngoi tp trung vo:

Tnh hnh th trng chung;

Tnh hnh ngnh hng (m cng ty tham gia kinh doanh);

Tnh hnh i th.

4.1

Tnh hnh th trng chung

[click vo y in vo]
Phn ny phn tch nhng yu t nh kinh t, x hi, chnh tr, vn ha, php lut, v.v c tc ng
n lnh vc m bn ang kinh doanh.
Lu : i vi tng yu t, cp nhng tc ng m n s gy ra cho cng ty v hu qu l g.

4.2

Tnh hnh ngnh hng cng ty ang kinh doanh

[click vo y in vo]

Phn tch tnh hnh ngnh hng bao gm:

Phn tch ln ca th trng, tng trng v xu hng trong th trng;

Phn tch khch hng: bao gm khch hng gm nhng ai, nhu cu ca h ra sao, tiu ch chn
la ca h l g;

4.3

Tnh hnh i th

[click vo y in vo]
Phn ny xem xt:

Nhng i th gm nhng ai (c hin ti ln tim tng) ?

Mc tiu, chin lc, im mnh, im yu, th phn, li nhun ca i th nh th no?

Lu : bn nn s dng bng biu hoc s minh ho cc d liu lin quan n con s.

4.4

Tnh hnh nh cung cp

[click vo y in vo]
i vi mt s ngnh, vic xem xt cc nh cung cp cng kh cn thit khi phn tch mi trng
bn ngoi.

4.5

Tnh hnh h thng phn phi

[click vo y in vo]
Tng t, tu theo c im ca tng ngnh m bn cng nn r sot tnh hnh h thng phn phi
chung trong ngnh.
5. PHN TCH TNH HNH NI B
Phn ny tp trung phn tch nhng hot ng v kt qu kinh doanh ca cng ty trong bi cnh
ca mi trng marketing bn ngoi.
Nhng im cn nh gi l:

Kt qu kinh doanh;

Phn tch nhng vn chin lc;

Mc hiu qu ca chin lc marketing hn hp;

Nhng yu t ni b khc c nh hng n li th cnh tranh ca cng ty

Note that the information may not be available on all of the issues listed under each topic.

5.1

Kt qu kinh doanh

[click vo y in vo]
Phn ny im li nhng kt qu kinh doanh (theo loi sn phm, theo loi khch hng, theo khu
vc kinh doanh) v doanh s, th phn, mc li nhun v chi ph.

5.2

Phn tch nhng vn chin lc

[click vo y in vo]
Phn ny r sot li nhng vn chin lc nh:

Mc tiu marketing hin nay ca cng ty l g?

Cng ty phn khc th trng nh th no?

Li th cnh tranh ca cng ty l g?

nh v sn phm ca cng ty trn th trng nh th no?

5.3

Mc hiu qu ca chin lc marketing hn hp

[click vo y din vo]

Phn ny nh gi nhng thnh phn trong chin lc marketing hn hp (gi, sn phm, phn
phi v truyn thng) trong bi cnh ca mi trng marketing bn ngoi.

5.4

Nhng yu t ni b khc c nh hng n li th cnh tranh ca cng ty

[click vo y din vo]

Phn ny phn tch nhng yu t ni b c nh hng n li th cnh tranh ca cng ty, ty ngnh
m nhng yu t c th l:

Nghin cu v pht trin

Ti chnh

Nhn s

Cng ngh thng tin

T chc ca b phn marketing

6. PHN TCH SWOT

T nhng vn phn tch nhng phn trn, bn chn ra nhng im m bn cho l chnh
yu, quan trng nht, v c th nh hng nhiu n chin lc marketing cho sn phm ca bn
in vo bng phn tch SWOT. im mnh v im yu lin quan n nhng yu t ni ti m

cng ty c th kim sot v thay i c. C hi v e da lin quan n nhng yu t bn ngoi

cng ty, kh c th kim sot v thay i.
S- im mnh

W- im yu

[Click vo y in vo]

[Click vo y in vo]

O- C hi

T- e da

[Click vo y in vo]

[Click vo y in vo]

[click vo y in vo] Sau vit ra nhng vn v c hi nhm nh hng cho nhng

bc tip theo cho nhng hot ng marketing.
7. MC TIU MARKETING
[click vo y in vo]
Phn ny nu nhng mc tiu marketing m bn mun t c trong mt khong thi gian no
. Cc mc tiu thng t ra l:

mc tiu kinh doanh (chng hn nh: doanh s bn, t l tng trng doanh s, li nhun, th
phn);

mc tiu marketing (chng hn nh: nhn bit thng hiu, mc thm nhp thng
hiu).

8. CHIN LC MARKETING
[click vo y in vo]
Phn ny vch ra chin lc t c cc mc tiu marketing. Bao gm: chin lc cnh tranh,
nh v, chin lc marketing hn hp.

8.1

Chin lc cnh tranh

[click vo y in vo]
Cc cng ty va v nh thng chn mt chin lc cnh tranh cho tt c cc sn phm ca mnh.
V th, khi ln k hoch marketing cho mt sn phm c th, bn phi bit chin lc cnh tranh
chung ca cng ty p dng vo chin lc marketing ca sn phm .
Chin lc cnh tranh cp n nhng vn sau y:

Cnh tranh nh gi thp hay nh s khc bit v sn phm, dch v, con ngi, hnh nh cng
ty?

Cnh tranh trong phm vi rng (nhiu phn khc khch hng khc nhau) hay trong phm vi hp
(ch mt phn khc nh )?

Cnh tranh theo kiu i u trc tip vi i th, hay bt chc h, hay tm cch n h i
vo mt phn khc ring?

8.2

nh v

[click vo y in vo]
nh v phi c xc nh r trong k hoch marketing, bi nu khng bn s khng c phng
hng r rng khi vit chin lc cho cc P.
Cn vit y 3 yu t ca nh v, bao gm: khch hng mc tiu; li ch ct li m sn phm
mang li cho khch hng; cc li th cnh tranh gip thc hin li ch ct li cam kt.

8.3

Chin lc marketing hn hp

[click vo y in vo]
Phn ny m t nhng quyt nh s trin khai i vi tng P. Trc tin bn nn xc nh mt
chin lc chung m tt c cc P s phi cng nhm ti. V d nu chin lc chung l tp trung
lm cho khch hng bit n thng hiu th chin lc cho tng P s khc vi vic chin lc
chung l lm cho khch hng dng th sn phm.
Sn phm
[click vo y in vo]
Phn ny nu nhng quyt nh s trin khai i vi sn phm(hoc dch v) hin ti (hoc mi).
m bo rng bn nu ht nhng quyt nh c lin quan n sn phm (thng hiu, nhn, bao
b, ).
Gi
[click vo y in vo]
Trong phn ny m t nhng nguyn tc m bn s p dng cho vic nh gi.
Bn nn nh km trong phn ph lc cc bng biu, biu trnh by xu hng v gi v cc
bng tnh gi (nu c) minh ha cho chin lc gi m bn va trnh by.
Phn phi
[click vo y in vo]
Phn ny m t nhng quyt nh v phn phi a sn phm ra th trng, bao gm cc knh
phn phi, im bn l, bao ph ca sn phm trong mi knh phn phi.

Truyn thng
[click vo y in vo]
Phn ny nu nhng hot ng truyn thng qung b sn phm n ngi tiu dng. Bn cn
vit v: i tng truyn thng; mc tiu truyn thng; thng ip truyn thng; cc cng c
truyn thng s dng.
9. T CHC V THC HIN

9.1

K hoch hot ng

[Click vo y in vo]
Phn ny tng hp tt c cc hot ng marketing m bn s thc hin vo thnh mt bng c
mt bc tranh tng th. Vi tng hot ng, cn nu r hot ng g, trong khong thi gian no, ai
l ngi chu trch nhim, cn nhng ngun lc no. tin theo di, bn nn trnh by k hoch
hnh ng di dng s Gant hoc bng biu.

9.2

Ngn sch

[click vo y in vo]
Phn ny nu tng ngn sch v d kin phn b ngn sch theo t l cho tng hot ng
marketing. T l phn b da vo k hoch hot ng xy dng phn trn.
10. NH GI KT QU K HOCH MARKETING
[click vo y in vo]
Tt c cc mc tiu khi t ra phi c c s nh gi v c d kin ngn sch (nu cn)
nh gi. Cn ghi r trong phn ny cc c s nh gi mc tiu. Nn tn dng ti a cc c s
d liu c sn trc khi quyt nh mua d liu nh gi.
11. PH LC
[click vo y in vo]
Phn ny lit k cc ph lc i km cung cp thm thng tin tham kho cho cc phn trong k
hoch marketing. Cc ph lc ny c th l:

Cc dn chng phn tch mi trng marketing (nghin cu th trng, s liu v th phn, bng
gi ca i th cnh tranh, vv);

Cc c s tnh ton ln ca th trng, th phn ca cng ty v i th;

Cc c lng v nhu cu th trng;

Cc k hoch chi tit: hot ng truyn thng, ngn sch, h thng phn phi,v.v

Cc bng tm tnh gi.