CC YU T CA MI TRNG VI M CA DOANH NGHIP

Nhng yu t c bn ca mi trng vi m Mc tiu c bn ca mi cng ty l thu li nhun. Nhim v c bn ca h thng qun tr marketing l m bo sn xut ra nhng mt hng hp dn i vi cc th trng mc tiu. Nhng thnh cng ca s ch o marketing cn ph thuc vo c hot ng ca cc n v khc trong cng ty, v vo s tc ng ca nhng ngi mi gii, cc i th cnh tranh v cng chng trc tip. Cc lc lng tc dng trong mi trng vi m ca cng bao gm: cng ty, nhng ngi cung ng, cc i th cnh tranh, mi gii marketing, khch hng v cng chng trc tip. Nhng ngi qun tr marketing khng th t gii hn mnh trong nhng nhu cu ca th trng mc tiu. H phi ch n tt c nhng yu t ca mi trng vi m. Ta s nghin cu cc lc lng ny v s minh ha vai tr v nh hng ca chng qua v d v mt cng ty chuyn sn xut xe p. Cng ty Gi s vi mt cng ty sn xut xe p. Khi son tho cc k hoch marketing, nhng ngi lnh o b phn marketing ca cng ty phi ch n li ch ca cc nhm trong ni b bn thn cng ty nh ban lnh o ti cao, Phng ti chnh, Phng nghin cu thit k th nghim, Phng cung ng vt t, b phn sn xut v k ton. i vi nhng ngi son tho cc k hoch marketing chnh tt c nhng nhm ny to nn mi trng vi m ca cng ty Nhng ngi qun tr marketing phi hp tc cht ch vi cc n v khc ca cng ty. Phng ti chnh lun quan tm n nhng vn ngun vn v vic s dng vn cn thit thc hin cc k hoch marketing. Phng nghin cu thit k th nghim gii quyt nhng vn k thut thit k nhng chic xe p an ton v p v nghin cu cc phng php sn xut c hiu qu cao. Phng cung ng vt t

quan tm n vic m bo s lng ph thuc v chi tit sn xut xe p. B phn sn xut chu trch nhim sn xut mt s lng xe p cn thit. Phng k ton theo di thu chi, gip cho b phn marketing nm c tnh hnh thc hin nhng mc tiu ra. Hot ng ca tt c nhng b phn ny d th ny hay th khc u nh hng n nhng k hoch v hot ng ca phng marketing. Nhng ngi cung ng Nhng ngi cung ng l nhng cng ty kinh doanh v nhng ngi c th cung cp cho cng ty v cc i th cnh tranh v cc ngun vt t cn thit sn xut ra nhng mt hng c th hay dch v nht nh. V d, sn xut xe p, cng ty ny phi mua thp, nhm, v xe, lp, m v cc vt t khc. Ngoi ra, cng ty cn phi mua sc lao ng, thit b, nhin liu, in nng, my tnh cn thit cho n hot ng. Nhng s kin xy ra trong mi trng ngi cung ng c th nh hng nghim trng n hot ng marketing ca cng ty. Nhng ngi qun tr marketing phi ch theo di gi c cc mt hng cung ng, bi v vic tng gi cc vt t mua v c th buc phi nng gi xe p. Thiu mt chng loi vt t no , bi cng v nhng s kin khc c th lm ri lon v cung ng v lch gi xe p cho khch t hng. Trong k hoch ngn hn s b l nhng kh nng tiu th v trong k hoch di hn s lm mt i thin cm ca khch hng i vi cng ty. Nhng ngi mi gii marketing Nhng ngi mi gii marketing l nhng cng ty h tr cho cng ty i ln, tiu th v ph bin hng ha ca cng ty trong gii khch hng. y gm c nhng ngi mi gii thng mi, cc cng ty chuyn t chc lu thng hng ha, cc t chc dch v marketing v cc t chc ti chnh tn dng.

Nhng ngi mi gii thng mi. Nhng ngi mi gii thng mi l nhng cng ty kinh doanh h tr cng ty tm kim khch hng v/hay trc tip bn sn phm cho h. Ti sao cng ty li cn n nhng ngi mi gii thng mi? l v ngun mi gii thng mi c th m bo cho ngi t hng nhng iu kin thun tin v a im, thi gian v th tc mua hng vi chi ph t hn so vi trng hp nu cng ty t lm. Nhng ngi mi gii thng mi to c nhng iu kin thun tin v c im bng cch tch tr xe p ngay nhng ni c khch hng. iu kin thun li v thi gian c to ra nh trng by v m bo lun c xe p vo nhng thi k m ngi tiu dng mun mua chng. iu kin thun li trong th tc mua hng ng thi chuyn giao quyn s hu cho h. Nu nh cng ty mun t m bo nhng iu kin thun tin nu trn th n phi u t, t chc v m bo vic lm cho mt h thng im bun bn s trn quy m c nc. Cho nn cc cng ty thy hp l nht l duy tr s hp tc vi mt h thng nhng ngi mi gii thng mi c lp. Cc t chc dch v marketing. Cc t chc dch v marketing l nhng cng ty nghin cu marketing, nhng cng ty qung co, nhng t chc ca cc phng tin qung co v cc cng ty t vn marketing gip cho cng ty sn xut nh hng chnh xc hn v a hng ca mnh n nhng th trng thch hp i vi h.Cng ty sn xut phi quyt nh xem mnh c cn s dng dch v ca cc t chc khng hay t m nhim ly tt c cc cng vic cn thit. Sau khi quyt nh s dng cc dch v mt tin, cng ty phi la chn k lng nhng ngi cung ng dch v, bi v cc cng ty chuyn doanh khc nhau v kh nng sng to ca mnh, cht lng hon thnh cng vic, khi lng dch v cung ng v gi c. Cc t chc ti chnh - tn dng. Cc t chc ti chnh tn dng bao gm cc ngn hng, cc cng ty tn dng, cc cng ty bo him v cc t chc khc h tr cng ty u t

cho cc thng v v/hay bo him chng ri ro lin quan n vic mua hay bn hng. Phn ln cc cng ty v khch hng khng th b qua s gip ca cc t chc ti chnh - tn dng khi u t cho cc thng v ca mnh. Vic tng gi tn dng v/hay thu hp kh nng tn dng c th lm nh hng nghim trng n hiu qu ca hot ng marketing ca cng ty. V th cng ty cn thit lp mi lin h bn vng vi nhng t chc ti chnh tn dng quan trng nht i vi mnh. Khch hng Cng ty cn phi nghin cu k nhng khch hng ca mnh. Nhn chung c nm dng th trng khch hng. Tt c nhng th trng ny c trnh by di y l nhng nh ngha ngn gn v chng. 1. Th trng ngi tiu dung: nhng ngi v h dn mua hng ho v dch v s dng cho c nhn. 2. Th trng cc nh sn xut: cc t chc mua hng ho v dch v s dng chng trong qu trnh sn xut. 3. Th trng nh bn bun trung gian: t chc mua hng v dch v sau bn li kim li. 4. Th trng ca cc c quan Nh nc: nhng t chc mua hng v dch v sau s dng trong lnh vc dch v cng cng hoc chuyn giao hng ho v dch v cho nhng ngi cn n n. 5. Th trng quc t: nhng ngi mua hng ngoi nc bao gm nhng ngi tiu dung, sn xut bn trung gian v cc c quan Nh nc ngoi nc. i th cnh tranh Mi cng ty u c rt nhiu i th cnh tranh khc nhau. Gi s rng ph ch tch ph trch marketing mun pht hin tt c i th cnh tranh ca cng ty. Cch tt nht lm vic ny l tin hnh nghin

cu xem ngi ta quyt nh mua xe p nh th no. Ngi nghin cu c th phng vn mt sinh vin nm th nht , ngi ang c nh tiu mt mn tin nht nh. Anh ta suy ngh mt vi phng n hnh ng, trong c vic mua phng tin i li, mua mt dn nghe nhc stereo hay i du lch chu u. l nhng mong mun cnh tranh tc l nhng mong mun m ngi tiu dng c th tho mn. Gi s rng anh ta quyt nh rng anh ta cn thit l ci thin kh nng i li ca mnh. Trc mt anh ta c my phng n: mua xe hi, mua t hay mua xe p. l nhng loi hng cnh tranh, tc l nhng phng thc c bn khc nhau tho mn mt mong mun c th no . Nu phng n la chn hp dn nht l mua xe p th anh ta s mua kiu xe p no, xut hin c mt lot mt hng cnh tranh, tc l nhng dng khc nhau ca mt cung mt hng, c kh nng tho mn mt mong mun c th ca ngi mua. Trong trng hp ny, cc dng khc nhau ca mt hng s l xe p ba, nm v mi tc , c th l anh ta chn chic xe p mi tc , sau chc chn anh ta s mun tm hiu mt vi nhn hiu cnh tranh. l nhng nhn hiu tho mn mong mun ca anh ta. Cng chng trc tip Trong thnh phn mi trng marketing c nhiu cng chng trc tip khc nhau ca cng ty. Chng ti nh ngha cng chng trc tip nh sau: Cng chng trc tip l mt nhm bt k t ra quan tm thc s hay c th s quan tm n nhng t chc c nh hng n kh nng t ti nhng mc tiu ra ca n. Cng chng trc tip c th hoc l h tr hoc l chng li n lc ca cng ty nhm phc v th trng. Cng chng tch cc l nhm quan tm n cng ty vi thi thin ch (v d nhng nh ho tm). Cng chng tm kim l nhm m cng ty ang tm kim s quan tm ca h, nhng khng phi bao gi cng tm c (v d cc phng tin thng tin i chng). Cng chng khng mong mun l nhm m cng

ty c gng thu ht s ch ca h, nhng buc phi n h nu h xut hin (V d nhm ngi tiu dng ty chay). Cng ty c th xy dng k hoch marketing cho tt c cc cng chng trc tip, c bn ca mnh, cng cho tt c th trng khch hng. Gi s rng cng ty mun ginh c t mt nhm cng chng trc tip c th no thi phn ng thin cm, nhng li khen ngi hay s ng gp thi gian tin bc. lm c vic cng ty cn phi thit k hng ho hp dn i vi chnh nhm cng chng ny. Cc loi cng chng trc tip ca cng ty thng l: 1. Gii ti chnh. C nh hng n kh nng m bo ngun vn ca cng ty.Cng chng trc tip c bn trong gii ti chnh l ngn hng, cc cng ty u t, cc cng ty mi gii ca S giao dch chng khon, cc c ng. 2. Cng chng trc tip thuc cc phng tin thng tin. Cng chng thuc cc phng tin thng tin l nhng t chc ph bin tin tc, nhng bi bo v bi x lun. Trc ht l bo ch, i pht thanh v i truyn hnh. 3. Cng chng trc tip thuc cc c quan Nh nc. Ban lnh o phi nht thit ch n tt c nhng g xy ra trong lnh vc Nh nc. 4. Cc nhm cng dn hnh ng. Nhng quyt nh marketing c cc cng ty thng qua c th gy nn nhng iu nghi vn t pha cc t chc ngi tiu dng, cc nhm bo v mi trng, i din ca cc dn tc t ngi 5. Cng chng trc tip a phng. Mi cng ty u c quan h vi cng chng trc tip a phng nh nhng ngi dn sng vng xung quanh v cc t chc a phng. lm vic vi nhn vin a phng cc cng ty ln thng c mt ngi chuyn trch v vic

quan h vi a phng, tham d cc cuc hp ca hi ng a phng, tr li nhng cu hi, ng gp vo vic gii quyt nhng vn cp thit. 6. Qun chng ng o. Cng ty cn phi theo di cht ch thi ca qun chng ng o i vi hng ha v hot ng ca mnh. V tuy rng qun chng ng o khng phi l mt lc lng c t chc i vi cng ty, nhng hnh nh ca cng ty di con mt ca qun chng c nh hng n hot ng thng mi ca n 7. Cng chng trc tip ni b. Cng chng trc tip ni b ca cng ty bao gm cng nhn vin chc, nhng ngi tnh nguyn gip , cc nh qun tr, cc y vin Hi ng gim c ca cng ty. Vi mc ch thng tin v c v cng chng trc tip ni b cc cng ty ln pht hnh cc t tin tc v s dng nhng hnh thc thng tin khc. Khi cng nhn vin chc c thi tt i vi cng ty th thi tt ca h s truyn lan ra cc nhm cng chng trc tip khc