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c. H c th khc nhau v nhu cu, ti lc, a im, quan im mua v thi quen mua. Bi ngi mua u c nhng nhu cu v c mun khng ai ging ai. Th nn vic tip cn v thu ht mi khch hng trong th trng bng mt phng cch nh nhau l khng th. Vic phn on th trng lm c s xy dng chin lc th trng v tha mn nhu cu ca khch hng mt cch tt nht l iu tt yu m cc cng ty ni chung u phi thc hin. Sau , cng ty c th tip cn th trng bng vic nh v c li th cnh tranh, dn dt cng ty hng n v tr cn phi chim lnh trong cc phn khc chn. I. Phn on th trng 1. Khi nim phn on th trng Phn on th trng l vic chia th trng thnh cc nhm ring bit vi nhng ngi mua c nhu cu, c trng v cch c x khc nhau. H i hi nhng sn phm hay chin lc marketing mix ring bit. 2. Cc bc phn on th trng Nhu cu v mong mun ca khch hng l khc nhau v mi th trng li c nhng khch hng tim nng ring, chnh v vy m ngi bn phi xc nh cc chin lc marketing ph hp cho tng loi khch hng m h nhm ti. Phn on th trng c th c tin hnh cc cp chnh sau: Mass marketing Mass marketing l hot ng s dng cng mt loi sn phm, hot ng xc tin v knh phn phi cho tt c cc khch hng. Cc quan im truyn thng cho rng Mass marketing gp phn to ra th trng tim nng rng ln, vi chi ph thp, gi c thp v li nhun bin cao. Tuy nhin hin nay Mass marketing kh tin hnh hn bi nhiu yu t khc nhau nh v tr th trng, nhu cu khch hng, tng lp x hi,. Segmenting markets
Segmenting markets ci tin hn cc quan im ca Mass marketing. Cc doanh nghip s quan tm hn ti mt hoc mt s phn on. u im: Doanh nghip tip cn th trng hiu qu hn, tp trung hn vo sn phm, dch v, knh phn phi,v ng thi s lng i th cnh tranh ti phn on y s gim i. Niche marketing hay Segment marketing Niche marketing hng s quan tm ca doanh nghip vo mt hoc mt s phn on th trng i din, thng l rt nh v c rt t cnh tranh. u im: To c hi cho cc cng ty nh cnh tranh bng cch da vo cc u th c bit ca h. c xem l tiu chun v cn c p dng thc hin. Micromarketing Mt chin lc marketing m cc cng ty thit k chng trnh marketing ca h cho ph hp vi cc phn on c trng. Micromarketing bao gm: Local marketing u im: Gip cng ty thm nhp vo th trng hiu qu, p ng nhu cu ca i b phn cc nh bn l v duy tr s a dng ca sn phm. Nhc im: Gia tng sn xut v chi ph do tnh kinh t theo quy m gim, gy ra cc vn hu cn trong cng ty. Individual marketing Thit k cc sn phm, chng trnh marketing ph hp vi nhu cu v s thch ca cc c nhn c th. 3. Cc loi phn on th trng Phn on th trng ngi tiu dng C nhiu cch phn on th trng. Nh marketing phi th vi cc tiu ch phn khc khc nhau trong s phi hp no tm ra cch nhn tt nht v th trng. Cc tiu ch c th l a l, dn s, tm l hc hoc cch th x s Phn on theo a l (geographic segmentation) Vic phn khc theo a l i hi phi chia th trng thnh nhng n v a l, chng hn nh quc gia, min, tiu bang, ht hoc khu ngoi . Doanh nghip c th
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quyt nh hot ng ti mt hay mt vi khu vc a l, hay hot ng trn khp cc vng nhng phi ch n s khc ba a l trong nhu cu v c mun. Mt trong nhng doanh nghip p dng thnh cng cch phn on ny phi k n nh my sn xut thuc dit cn trng Raid ca S.C. Johnson & Son. Nh tng th phn ca cng ty ln ti 18 khu vc v tng tng thi phn 5% 1 nm. Phn on theo nhn khu hc (demographic segmentation) Vic phn khc theo nhn khu hc bao gm vic phn chia th trng thnh nhng nhm da trn cc bin s nh tui, gii tnh, qui m gia nh, vng i ca gia nh, thu nhp, ngh nghip, hc vn, tn gio, chng tc, v quc tch. Cc yu t nhn khu hc l nhng c s ph bin nht trong vic phn khc cc nhm khch tiu dng. L do l nhu cu v c mun ca ngi tiu th, mc dng ca h thng bin thin cht ch theo cc bin s nhn khu hc. Mt l do na l cc bin s ny d o lng hn cc bin s khc. Mi quan h gia a l v nhn khu hc Phng php phn khc th trng kt hp gia a l v nhn khu hc ang ngy cng tr nn ph bin. Ln u c pht trin bi nhm phn tch th trng CACI, cch phn loi dn c cc khu dn c (ACORN A Classification of Residential Neighborhoods) s dng 40 bin t d liu iu tra dn s nhm dn c n cc khu vc. Phn on theo tm l hc Phn khc th trng theo tm l hc l cch phn chia ngi tiu dng thnh nhng nhm da trn tng lp x hi, phong cch sng hay tnh cch c nhn. Nhng ngi cng phn khc th trng theo nhn khu hc li c tm l khc nhau. - Tng lp x hi Tng lp x hi c nh hng ln n hnh vi tiu dng ca khch hng. Nhiu cng ty thit k nhng sn phm hay dch v dnh ring cho mt tng lp x hi c bit. - Phong cch sng
R rng phong cch sng c nh hng ln n s quan tm khch hng dnh cho sn phm, ng thi chnh nhng sn phm phn nh nh phong cch sng ca bn thn ngi tiu dng. - Tnh cch Chin lc phn khc th trng da vo tnh cch thng c p dng trong cc ngnh m phm, thuc l v bo him. Phn on theo ng x Phn khc th trng theo ng x chia ngi tiu dng thnh nhng nhm da trn thi , trnh hc vn. Nhiu nh nghin cu cho rng cn c theo hnh vi ng x l im khi u tt nht xy dng phn khc th trng. Phn on th trng kinh doanh Nhiu cng ty s dng cc bin s ging nhau phn on th trng, chng hn nh theo: - a l - Li ch mun c - Loi khch hng Ngoi ra, cn c cc bin s khc: - Ngnh ngh
- Quy m cng ty
Trong ngnh chn, cng ty c th phn khc nh hn na da vo quy m Bn trong quy m khch hng hay mt ngnh trng im no , cng ty c th phn khc theo phng thc v tiu chun mua hng. Phn on th trng quc t V cc quc gia trn th gii khc nhau v cu trc kinh t, vn ha, chnh tr nn cc cng ty cn nhm th trng quc t thnh cc phn khc c nhu cu v cch x s mua khc hn nhau. Cc cng ty c th s dng mt hay phi hp nhiu bin s nh theo: - V tr a l
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- Yu t kinh t
- Yu t vn ha
Ngoi ra, nhiu cng ty cn s dng s phn khc lin th trng, ngha l: Hnh thnh cc phn khc ngi tiu th c nhu cu v hnh vi mua ging nhau mc d h ang sng trn nhiu nc khc nhau. 4. Phn on a bin ngu nhin Hu ht cc cng ty u kt hp cc cch phn on th trng trong chin lc marketing ca mnh. y c mt s cch kt hp cc phn on Phn on a bin ngu nhin n gin Nhiu cng ty phn on th trng bng cch kt hp 2 hay nhiu c im. V d, trong th trng x phng tm, ngi ta chn hai bin l gii tnh v tui phn on th trng. Nhng c im ny thng n gin, c th, d tm hiu Phn on a bin ngu nhin phc tp Vi loi phn on ny, ta s dng nhng c im phc tp nghing v tm l, phong cch sng ca khch hng v s kt hp cng a dng hn. Phn on th trng chia thnh nhiu bc Vic phn on th trng theo nhiu cp : cp v m, ta da vo cc c im a l, quy m doanh nghip, c cu t chc cp vi m th a dng hn vi mc tiu cng ty, th trng ngch, s cnh tranh, li th cnh tranh, m rng k hoch, nhu cu c nhn, loi cng vic thc hin, loi khch hng i khi phn on cn c th t ba hay nhiu cp . 5. Pht trin phn on th trng Pht trin vic phn on th trng, ta cn tin hnh nh sau; - Nghin cu cht lng - Nghin cu nh lng - Phn tch - Xc nhn - H s Yu cu ca phn on c hiu qu
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+ Tnh o lng c: o lng v quy m, sc mua v chn dung ca cc phn khc. + Tnh tip cn c: Ngha l ta c th thm nhp v phc v phn khc th trng c hiu qu. + Tnh quan trng: Cc phn khc th trng phi ln ng phc v. Mt phn khc phi l mt nhm c s ng nht trong chng mc no v c gi tr ng theo ui bng nhng chng trnh marketing ph hp. 6 Th trng mc tiu Phn on th trng cho thy c hi phn khc th trng ca cng ty. Ngy nay cc cng ty buc phi nh gi cc phn on khc nhau v quyt nh bao nhiu v ci no t c mc tiu. Khi , chng ta s xem lm th no cc cng ty nh gi v la chn phn on mc tiu. nh gi phn on th trng nh gi phn on th trng khc nhau, cng ty phi xem xt hai kha cnh: s hp dn ca phn on th trng v s ph hp ca cng ty. S hp dn ca phn on th trng u tin cc cng ty phi thu thp v phn tch d liu v gi tr doanh thu hin hnh, t l tng trng bn hng d kin v li nhun cho mi phn on khc nhau. Cn ch n cc phn on vi kch thc v c im tng trng. Mt s cng ty s nhm vo phn on vi doanh s hin ln, t l tng trng cao v li nhun bin cao. Tuy nhin, phn on pht trin nhanh nht, ln nht lun lun khng phi l iu hp dn nht vi cc cng ty. Nhng cng ty nh hn c th thy rng h thiu k nng v ngun lc cn thit phc v cho phn on ln hn hoc l cc phn on ny qu cnh tranh. Vi ngha tuyt i, cc cng ty nh vy c th la chn phn on nh hn v km hp dn nhng c kh nng mang li hn cho h. Mt phn on c th c tng trng v kch thc nh mong mun. Cc cng ty phi xem xt mt vi yu t cu trc quan trng m nh hng n s hp dn phn khc lu di. V d cng ty nn nh gi i th cnh tranh hin ti v tim tng. Mt phn on km hp dn nu nh n c cha nhiu i th cnh tranh mnh m v hung d. Sc mnh tng i ca ngi mua cng nh hng n sc hp dn phn khc. Nu ngi
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mua trong mt phn on c lc lng mnh hoc tng kh nng tha thun vi ngi bn, h s c gng buc gi xung, nhu cu cht lng hoc dch v cao hn v khin cho cc i th cnh tranh vi nhau hn. Tt c nhng hnh ng ny s lm gim li nhun ca ngi bn. Cui cng sc hp dn ca phn on ph thuc vo sc mnh tng i ca nh cung cp. Mt phn on s km hp dn nu nh cc nh cung cp nguyn liu, thit b, lao ng v cc dch v trong phn on l mnh tng gi hoc gim cht lng hay s lng hng ha v dch v t hng. Cc nh cung cp c xu hng tr nn mnh m khi h ang ln v c ch , khi rt t sn phm thay th tn ti hoc khi sn phm c cung cp l mt u vo quan trng. Sc mnh kinh doanh Ngay khi c mt phn on c kch thc, tng trng v c cu trc hp dn, cng ty phi xem xt mc tiu v ngun lc cho phn on . Loi b mt s phn on hp dn nhanh chng l tt nht, bi v chng khng khp vi mc tiu lu di ca cng ty. Mc d bn thn cc phn on l hp dn nhng chng c th chuyn s ch tm v nng lng ca cng ty ra khi cc mc tiu chnh. y c th l mt s la chn km t mt quan im mi trng, chnh tr hoc trch nhim x hi. Ngay c cc cng ty ln mnh cng thy kh khn khi tin trin trong th trng ni m h bt u yu. RTZ l cng ty khai thc khong sn ln nht th gii nhng khi n bt u kinh doanh ha cht v du kh vi s lng ln, n nhn ra n khng th cnh tranh c. Trc khi kinh doanh mt phn on, cng ty ny cn xem xt v tr hin ti ca mnh ti th trng. Th phn ngy cng tng ca mt cng ty cho thy sc mnh, trong khi , th phn gim cho thy im yu m vic thm nhp vo phn khc mi c th khng gip . Nu mt phn on s dng kh nng tip th ca mt cng ty th n s ph hp vi th mnh ca cng ty . Nu khng, cc phn on s tn km pht trin. La chn phn on th trng Khi mt phn on ph hp vi th mnh ca cng ty, cng ty ny phi quyt nh xem liu n c cc k nng v ngun lc cn thit hay khng thnh cng trong phn on . Mi phn on c yu cu thnh cng nht nh. Nu cng ty thiu v khng th d dng c c nhng im mnh cn thit thnh cng th khng nn thm nhp
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vo phn on ny. Thm ch nu cng ty s hu nhng im mnh cn thit, n cn phi s dng k nng v ngun lc tt hn nhng i th cnh tranh thc s ginh chin thng trong phn on th trng. Cc cng ty ch nn thm nhp vo phn on m n c th cung cp gi tr cao hn v ginh c li th hn i th cnh tranh. 7. Chin lc phn on th trng Marketing cha phn ha Marketing mix Th trng
Theo ui th trng bng mt mt hng Mt sn phm v mt chng trnh tip th hng ti i a s khch mua. Trng cy vo kiu phn phi hng lot,trn lan. To mt hnh nh ho hng trong ngh cng chng.
Hot ng trong nhiu khc th trng,v tung ra mi khc tuyn nhng cng
hin khc nhau. u im : doanh s cao hn tip th khng phn bit, tuy nhin n cng lm tng thm nhiu chi ph. Marketing tp trung Marketing mix Khc th trng 1 Khc th trng 2 Khc t trng 3
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nn theo ui chim ly mt phn ln ca 1 hay vi tiu th trng. Marketing tp trung c th gp nhiu bt trc hn thng l. Khu vc th trng c th b mt trng. La chn chin lc bao ph c th trng Phi da trn cc cn c sau - Ngun lc cng ty: nu ngun lc cng ty cn hn ch th marketing tp trung l thch hp nht - Tnh ng nht ca sn phm + Sn phm ng nht: marketing cha phn ha + Sn phm khng ng nht: marketing cha phn ha hay tp trung - Mc thm nin ca sn phm + Sn phm ang trong giai don u ca chu k sng: marketing cha phn ha hay tp trung + Tn ti lu trn tr trng: marketing phn ha. - Tnh ng nht ca th trng: nu khch hng ng nht th nn p dng marketing cha phn ha. - Cc chin lc marketing ca i th cnh tranh + Phn khc su: ta nn s dng marketing phn ha hay tp trung. + Marketing cha phn ha: ta c th chim li th bng marketing phn ha hay tp trung. 8. Chin lc ct li Chin lc ct li l ni m th mnh ca cng ty gp g vi c hi ca th trng. N gm hai phn: th nht l xc nh nhm khch hng m cng ty c li th khc bit, th hai l ghi du n trong tm tr khch hng. 9. S khc bit th trng khc bit S khc bit v sn phm: Cc doanh nghip c th cnh tranh vi nhau qua cc hnh thc khc bit v sn phm. Ty tng mc ch v li th cnh tranh ca mi doanh nghip m c nhng chin lc cnh tranh v sn phm nh cht lng, c im, thit k, mu m, kiu dng, s ci tin, tin cy
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S khc bit v dch v: Bn cnh s khc bit v sn phm, cc doanh nghip cng c th to ra mt li th cnh tranh v s khc bit ca dch v km theo sn phm . Chng hn nh v tc chuyn giao hng, cc khch hng sn sng tr vi mt mc ph cao hn nu nh h thc s tin cy vi dch v chuyn hng ca doanh nghip. Ngoi ra cn c cc dch v nh dch v ci t v sa cha, dch v hng dn s dng sn phm S khc bit v nhn s: Cc doanh nghip c th t c li th cnh tranh thng qua vic thu v hun luyn nhn vin ca mnh tt hn cc i th cnh tranh. Nhn vin cng to ra sc ht nht nh i vi khch hng vi nhng kin thc v k nng ring bit nh thi lch s, nh nhn, tn trng khch hng, hiu khch hng v nhy bn trong vic gii quyt cc vn pht sinh lin quan n khch hng. S khc bit v hnh nh: Khch hng c th nhn bit c s khc nhau gia hai loi sn phm tng t nhau nh vo hnh nh nhn hiu ca mi cng ty. Hnh nh nhn hiu (logo) mang mt biu tng c trng cho sn phm hay doanh nghip , n truyn ti nhng thng ip hay li ch ca sn phm m lm cho khch hng rt d nhn bit. S khc bit v nh v gi tr: Khch hng lun chn cho mnh nhng sn phm hoc dch v c gi tr ln nht. Do , cc nh Marketing cn phi bit c nhng li ch chnh ca sn phm hay dch v m mnh cung cp lm ni bt ln nhng yu t nu h mun c th cnh tranh c vi cc i th khc. II. Chin lc nh v 1. nh v sn phm nh v sn phm l cch ngi tiu dng xc nh nn sn phm da vo cc thuc tnh quan trng ni m sn phm ang ng trong suy ngh ca ngi tiu dng so vi cc sn phm cnh tranh. V tr ca mt sn phm l mt phc hp nhng n tng, khi nim v cm gic m ngi tiu dng ang c i vi sn phm so vi cc sn phm cnh tranh khc v c th b tc ng bi cc nh lm marketing. 2. Chin lc nh v Cc nh marketing c th i theo mt trong s cc chin lc nh v sau:
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- nh v sn phm da vo thuc tnh sn phm (product attributes); - nh v sn phm da vo nhu cu chng p ng hay li ch chng mang li (benefits); - nh v sn phm theo dp s dng (usage occasions);
- nh v sn phm theo tng lp ngi dng (classes of users);
- nh v sn phm bng cch i snh trc tip vi mt i th cnh tranh (against a competitor); - nh v sn phm theo th khc hn vi i th cnh tranh (away from competitors); - nh v sn phm theo nhng sn phm khc nhau (product classes). 3. La chn v tin hnh chin lc nh v Cng vic nh v bao gm 3 bc: nhn din li th cnh tranh c th c, xc nh li th cnh tranh ng n, truyn t v tin hnh chin lc nh v chn. Nhn din li th cnh tranh c th c - D bit ha bng sn phm - D bit ha bng dch v - D bit ha bng nhn s - D bit ha bng hnh nh Xc nh li th cnh tranh ng n
- Cn qung co bao nhiu ci khc bit + Mt s cng ty trin khai mt ngh bn duy nht (unique selling proposition-
y nh vy, th h nn nh v mnh da vo nhiu yu t to khc bit. Tuy nhin, cc cng ty gia tng s lng tuyn b cho nhn hiu ca mnh, nn trnh 3 li lm:
+ + +
Truyn t v tin hnh chin lc nh v chn Mt cng ty mun c c v tr cht lng cao th phi thit k phi thc tip th vi:
+ + + +
Sn phm: sn xut c cht lng cao Gi c: ra mc gi cao Phn phi: thng qua cc i l cht lng cao Xc tin v h tr kinh doanh: qung co bng cc phng tin truyn
thng cao cp. Khi xy dng c ch ng theo mong mun, cng ty phi bit theo di cht ch v thch nghi ch ng theo thi gian, p ng kp thi nhng thay i trong nhu cu ngi tiu dng v chin lc ca i th cnh tranh.
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