Cu 1: Thch thc th trng thc s l nh th no m WP phi thay i chin lc cnh tranh?

Cu 2: Di gc nhn Marketing, WP chn nh hng mi no lm thay i phng thc marketing nh th no? - Tm tt tng quan th trng thit b gia dng (Quy m, li nhun) - Phn tch nhng iu kin thay i mi trng - c im th trng chu u v chu nm 1987 Nghin cu th trng - Phn khc th trng ca WP (theo ui nng n v thit k..) Phn khc - Chu k sng ca sn phm, mi tng quan gia chu k sng v vn ci tin sn phm. - + Khng hong th trng (C WP v GE u ri vo thm kch dn u C cu ngnh) + Nhu cu khch hng cao hn + Xu th ton cu ha .. (WP chuyn sang th trng sang chu , Ti sao?) bin cc cng ty Chu thnh nh cung cp sn phm ch ko phi cc i th cnh tranh ca mnh Th trng - nh v - i th cnh tranh (GE vo th trng Chu u d dng hn) - 5P - Sn phm - Yu t chi ph ( Chi ph gia nhp ngnh, chi ph xy dng thng tin..) - Place: Chin lc v chui cung ng trn ton cu. - Promotion: - i ng qun l Cu : m t t i cnh cnh tranh, i cnh ngnh v th trng tiu oa i M - y th i chiu vi hi n ti ng

- Ngi dn CoLombia tht bi v ch nhn ra c rng : Cu cao, cung cp , v gi ang cao=> dn n ngun cung b l thuc

- H nhn ra nhu cu cao khi ngi M n nc mnh u t vo hoa : thy rng nhu cu ang tng v h ang c li th v chi ph - Khi ngi Comlom cnh tranh vi M , M dy cho h : chi ph ca M cao v chng loi hoa no ang cn - Khi ngi M nhn ra c s cnh tranh => quay v bo v sn xut ni a - Trong ngn hn ngi Comlom lm Mar rt tt o Thm nhp nhanh o nh M 1 cch bt ng o P1, P2 , P3 c chnh sch tt - Sn phm ca ch l sn phm t nhin - > khng c li th cnh tranh- > d pht sinh sn phm thay th -> bn bong theo nhu cu ca th trng-> khng ch ng -> mi trng thay i-> v -> quay v gii quyt bi ton chi ph -> gim gi hoa Cu 4: u l nh ng yu t cho th y c h i kinh oanh cho ngnh hoa ti Colum ia u t kh u ra M v th gii (Columbia ch ng hay th ng trong vic i vo th trng M? Vic ny nh hng n cch chi marketing nh th no?) Ngi Colom nhn c hi t t nhin m c , khng phi do h nhn ra hay h to ra Li th cnh tranh ca h l t chi ph Rt ra bi hc kinh nghim l h ch thm nhp nhanh v mnh nhng khng bng nhng nc c li th v a l ( gn M hn ) Chm chp trong vic m rng th trng . Cu 5. Di gc nhn marketing iu g lm nn thnh cng ca ngnh hoa ti Colum ia nh v: + phn khc no + gi ra sao (chi ph thp) Dn n thnh cng v nguy him g Qun tr chui cung ng nh th no, ti sao h t t chc knh phn phi m vn khng thnh cng?

Chin lc marketing ca h thnh cng v d v ntn? Ti sao cuc chin gia M v Columbia li to c hi cho nhng i th cnh tranh khc? Cc doanh nghip M nn i theo Columbia nh gi hoa thp hay gi gi cao nh lc trc? Hin ti Columbia c nhng li th g? Cu 6. y phn t ch nh ng i hc v trong khng hong ca ngnh hoa ti Colom ia (kiu nh trong khng hong ngi Colombia c g c, c g ko c) Cu . n r t ra nh ng i hc g cho mnh khi nghin cu tnh hu ng ny i gc nhn Marketing
Cu hi m rng: 1. C nhng vn g trong vic la chn phn khc ca Columbia th trng hoa ti? 2. Cnh tranh bng gi v chi ph thp s dn n u, khuyt im g? 3. V sao Columbia li chn hoa hng v hoa cm chng? 4. Nu chnh ph, hip hi kim sot c lng cung hoa ti vo th trng M, liu c nng c gi hoa ln khng? 5. V sao M v Columbia cnh tranh nhau li to c hi cho cc i th khc? 6. Ti sao Colombia ch ng xy dng knh phn phi nhng vn b ri ro t chnh knh

phn phi ca mnh?

Tr li cu 5 Cu 8. Hy th hnh dung ngnh la go v tri thanh long Vi t Nam nn lm g khi thm nhp M ? Nhn t nh hng n vic la chn chin lc c im ca th trng: c im tng qut ca th trng mc tiu l iu chnh yu cn xem xt khi xy dng cch thc thm nhp v mi trng cnh tranh kinh t-x hi, chnh tr, lut php cc nc thng khng ging nhau. c im ca sn phm: tnh thng phm ca hng ha. Nhng hng ha d h hng i

hi mua bn trc tip nhanh, t chc phn phi nhanh; nhng sn phm c gi tr cao, cn k thut cao cp i hi phi tip xc trc tip, gii thch phm cht ca sn phm, yu cu dch v

sau bn hng. Nhng sn phm cng knh i hi gim thiu on ng chuyn ch. c im ca khch hng: s lng khch hng, s phn tn theo vng, li tc tp qun

mua hng, mi trng vn ha m h chu nh hng. c im ca h thng trung gian: thng th cc nh trung gian ch chn la nhng sn

phm c nhn hiu bn chy, hoa hng cao v y l mt iu tr ngi ln cho cc nh sn xut no mun thm nhp th trng mi vi sn phm mi. Tim lc cc doanh nghip: l nhn t ch quan ni ln kh nng v iu kin ca doanh

nghip trong tin trnh thm nhp th trng.

http://www.tinkinhte.com/marketing-xuat-khau/ii-nhung-chienluoc-tham-nhap-thi-truong-the-gioi.nd5-sjd.33604.48.1.html Cu 9. T 26/09 mc thu p dng cho l p xe Trung Qu c vo M tng t 4% ln 35% (ko i trong nm). Di gc nhn marketing iu c li hi g cho Casumina Vi t Nam? L p xe Trung Qu c khng n c M nn n em qua n n Vi t Nam th sao?
i: TQ s lm g? Ngn hn.. Thu XK ca TQ l 8%, VN l 0%. C phi th trng M l th trng ln ca TQ ? (ko ch c M nh thu, m chu u v Canada) M s l thuc lp xe vo TQ ko? M nh vo chnh ph hay doanh nghip TQ? nh TQ trn nhiu ngnh TQ buc phi nhp cao su thin nhin vi gi r hn (cao su VN v TQ th ni no r hn)? doanh nghip TQ ri khi TQ TQ vo VN. Casumina lin doanh vi doanh nghip nc ngoi hay chy sang th trng khc hoc ko lm g ht? Cc doanh nghip n M u t nhiu hng TQ kh vo M. c hi cho VN. Casumina: Li th v gi r, th trng.

Sn xut sm lp ang tng trng tt ti chu , trong khi nhu cu tiu dng sn phm ny ti th trng M cng gia tng. V i th nng k nht trn th trng ny l Trung Quc ang gp kh khn do phi chu mc thu cao khi xut khu sang M. l cha k n vic cc doanh nghip sn xut lp xe hi ti Trung Quc phi chu mc thu xut khu 8%, trong khi ti Vit Nam doanh nghip c u i hn vi mc thu sut 0%. y l c hi ngn nm c mt cho oanh nghip sn xut lp xe ca Vit Nam c th xm nhp v m rng th trng ti M. C hi tng th phn. oanh nghip Trung Quc gp kh khn khi xut khu sang M nn s gim sn

lng sn xut. Nhu cu v cao su thin nhin s t hn. Nhiu kh nng gi cao su thin nhin s gim. Gip cho chi ph sn xut lp xe gim xung to ra u th v gi. iu ny s thun li hn cho N VN. i: Cc doanh nghi p sm l p Vi t Nam s chu s cnh tranh r t kh c nghi t trong tng lai. Hn Quc cng l mt trong nhng nh sn xut lp xut khu sang M kh ln, im mu cht l nhiu nh my sn xut lp ca Hn Quc c xy dng ti Trung Quc. Chnh tnh hnh ny y nhiu tp on ln ca Hn Quc ang rt lo lng.Nhiu thng tin c cng b, Hn Quc s tin hnh xem xt xy dng nh my ti Vit Nam v Hungary nhm trnh s nh hng ca chnh sch thu ny n ngnh sn xut lp ca Hn Quc. L p xe Trung Qu c khng n c M nn n em qua n n Vi t ch t lng, tiu chu n k thut am th

l p e Vi t s v p phi s cnh tranh r t ln v hng ro k thut thng mi, gi, Cng khng loi tr kh nng lp xe Trung Quc s

trn ngp th trng Vit Nam nh bao hng ha khc. Ngoi ra, lp xe Vit s phi i mt vi nn hng gi, hng nhi l nguy hi n doanh thu v uy tn ca mnh.

Cu 10. V sao Google v Microsoft cnh tranh vi nhau? Ti sao Microsoft mu n mua Yahoo? V ti sao Yahoo li vui khi 2 thng trn u vi nhau?
Google v Microsoft cnh tranh vi nhau Trong thi gian gn y, c Google v Microsoft u c m rng phm vi hot ng, tn cng sang cc l nh vc th mnh ca i th. C hai u mong mun c c mt s hin din tt hn trn nternet, m rng v kim sot th trng, mong c c nim tin v s gn b ca ngi tiu d ng vi mnh nhiu hn. Vi Google: Mc tiu ca hng khng phi l chm cht cho phn cng hay phn mm ni ring, m trn ht l lm sao ci thin cht lng mng Internet, c v hiu nng cng nh mt ph sng. M hnh kinh doanh ca Google rt n gin: cng c nhiu c nhp chut vo cc trang web ca hng hoc ca i tc, Google cng thu c nhiu tin qung co. V cch tt nht m bo trang web c ngi xem khng g khc hn l to iu kin truy cp Internet cht lng cao cho cng nhiu ngi cng tt. Microsoft: Microsoft l 1 cng ty sn xut h iu hnh v mc tiu chnh ca hng l bo v nhng phn mm c gi tr nht l Windows v Office trong khi tip tc m rng cc phn mm khc nhm gi khch hng. Cc phn mm mi ca Microsoft u gn vi Windows v Office, nhm bo v nhng t ch bi ny. Sn phm mi nht Office 365 ca Microsoft cng khng nm ngoi mc tiu trn, nhm khin khch hng ngy cng gn lin hn vi Microsoft Office. Microsoft mu n mua Yahoo: Google tr thnh m t th lc ln trn th trng qung co v tm kim trc tuyn. C Microsoft v Yahoo u ang phi g mnh cnh tranh vi Google. Hp nh t sc mnh l cch t t nh t ch ng li sc mnh ca Google". Hp nht vi Microsoft s gip Yahoo san bng khong cch vi Google v mt nng lc. Trong mt ca rt nhiu ngi Yahoo khng thc s l i th cnh tranh ca Google. iu Yahoo c m Microsoft hin khng c chnh l mt ch ng trong Thung lng Silicon. Hp nht s mang li cho Microsoft nhng g m hng ny mun. Trc ht

Microsoft s c hng li trc tip t nhng kinh nghim kinh doanh pht trin trn nn tng Internet ca Yahoo. Microsoft thc ra ch l mt hng cng ngh vi sn phm ch o l Windows v Office. Trong khi Yahoo l mt cng ty Internet. Mt cng ty theo kiu dot-com chnh hiu.Microsoft hi vng s hu cc hot ng kinh doanh trn nternet v c bit l hot ng tm kim nhm kim sot thm th trng m Microsoft ang b tt li : Qung co trc tuyn. Yahoo li vui khi 2 thng trn u vi nhau Yahoo vn c xem nh ngi i tin phong trong vic ph cp nternet n vi ngi dng ph thng, nhng Google mi l k thng tr nh nhng sn phm min ph nhng cc k hu dng ca mnh. Yahoo bt u nh l mt cng c tm kim v tr thnh ln nht trn mng dch v tin nhn nhanh vi dch v email ph bin nht c s dng da trn web. Sau Google n v bt u trc tip cnh tranh vi Yahoo trong th trng cng c tm kim v dn u trong tt c cc kha cnh ca cng c tm kim v sau tr thnh ngi tin phong trong vic a ra cc hp th n khng gian ln nht cho cc dch v email trn nn web vi Gmail. Vi vic Yahoo thay lin tip 5 tng trong nm va qua, c th thy Google thnh cng nh th no trong vic bp nght i th ca mnh. Microsoft mun thu tm Yahoo, Google mun bp nght Yahoo Yahoo vui khi Microsoft v Googleu vi nhau.

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