TH True Milk hay chuyn chin lc kinh doanh vt k thng tr

Chin lc kinh doanh ca TH True Milk| Nhng ngy qua, th trng sa ni sng t pht biu ca b Ch tch TH True Milk: Ti khng c i th vi mt k hoch r rng: Vt qua Vinamilk vo nm 2015. Nu khng phi l ngoa ngn th xem ra, ch nhn ca TH True Milk ang rt nn nng mun h gc ngi khng l Vinamilk tht nhanh chng.

Chin lc kinh doanh ca TH True Milk Th nhng, lm cch no mt thng hiu mi vt mt k thng lnh th trng? Bi vit ny xin mn hnh nh TH True Milk nh k thch thc v Vinamilk nh k thng tr, minh ha. La chn mt tng khc bit Mt th trng xc lp thng c mt k dn u v nhng i th khc. Trong trng hp , mt thng hiu mi cn phi lm g? Phi chng l khng c c hi cho nhng k n sau? Friendster vs Multiply vs MySpace Hy xem th mt trng hp mng x hi u tin trn th gii, tng gi v th hng u l Friendster. Cnh tranh vi Friendster lc l Multiply. By gi Friendster v Multiply u? Khng ai quan tm! Hy xem th k n sau lm g vi Friendster! u tin l MySpace. MySpace xm nhp tm tr khch hng vi mt v kh mnh m: m nhc. MySpace l ni tuyt vi mi ngi c th chia s nhc vi nhau. cn l mi trng tuyt

vi nhng bn tr bc l ti nng m nhc. c khong 8 triu ngh s mi c pht hin t MySpace. MySpace cng l ni tuyt vi nhng ngh s c lp chia s sng tc ca mnh vi ngi hm m. Vic tp trung vo yu t m nhc khin MySpace khc bit so vi nhng nhng k i trc l Friendster, Multiply. Lch s cho thy thng hiu thnh cng nht thc ra khng cn phi l nhng thng hiu cho ra mt dng sn phm u tin, m chnh l nhng thng hiu i vo tm tr khch hng u tin. Yuengling vs Budweiser Yuengling l loi bia u tin xut hin trn th trng M. Tuy nhin, Budweiser mi chim lnh tm tr khch hng. Duryea sn xut ra nhng chic xe t u tin. Nhng Ford mi l cng ty xe hi nh v trong tm tr khch hng nh ngi tin phong. MITS Altair 8800 l loi my tnh nh u tin, nhng trong tm tr mi ngi, v th tin phong l ca Apple. Vinamilk vs TH True Milk Ti Vit Nam, nu nh Vinamilk l k thng tr th trng sa, k n sau TH True Milk phi nh ra cho mnh mt l do ng gi ngi tiu dng la chn. phn on ny, nhiu doanh nghip ri vo ci by sn phm. Nhiu cng ty cho rng vi mt sn phm tt hn, u th hn, cng ty s dn chim c ngi u.

Tuy nhin, mt sn phm ra i sau vi tuyn b ti tt hn, dch v ca ti hon ho hn... s khng c c hi sng st trc k thng tr hng mnh. Mt sn phm khc bit vi mt tng t gi mi l cu tr li. TH True Milk lm vic ny rt tt bng vic chim lnh t sch. Vi mt chng trnh qung b i km PR nhn mnh n yu t sa sch, TH True Milk phn no to c khc bit ha vi nhng nhn hng sa khc trn th trng. ng thi, yu t sch cng rt ng gi i vi ngi tiu dng trong thi bui mi ngi u lo ngi trc nhng vn v v sinh an ton thc phm. D nhin, c suy lun rng: TH True Milk tuyn b sa mnh sch, ha ra nhng nhn sa khc l bn hay sao?. Thc ra, trong marketing, cng ty no tm ra mt tng trc, cam kt vi tng v tuyn b tng trc, cng ty s nm c th phn trong tm tr ngi tiu dng. Volvo nhanh chng chim lnh t an ton. iu khng c ngha l nhng nhn hng t khc khng an ton. Starbucks chim lnh caf sang trng khng c ngha l nhng chui ca hng caf khc khng sang trng.

Trong vic to s khc bit nh v chnh mnh trong tm tr ngi tiu dng, TH True Milk ghi im. Th nhng liu nh vy ? nh v i nghch t c v tr thng tr, d nhin nhng thng hiu hng u phi c nhng u th vt tri hn hn so vi nhng sn phm khc trn th trng. Cch thng minh nht vi nhng k n sau l hc tp v s Judo, tc l mn lc ca i th lm sc mnh ca mnh. Hy tm ra im yu t im mnh ca i th v khai thc n. iu ny c v hi tru tng. Tuy nhin chng ta s r hn khi nhn li mt vi trng hp sau. Coca Cola vs Pepsi im mnh nht ca Coca Cola l g? l loi ung nguyn bn. Coca Cola l sn phm u tin ca dng sn phm nc cola, l k thng tr trong nhiu nm ca dng sn phm ny. u im ca Coca Cola l tnh lch s lu di, l hng v nguyn bn. iu Pepsi lm l g? Gn im yu vo nhng im mnh ca Coca Cola. Lch s lu di v hng v nguyn bn ca Coca Cola b Pepsi ti nh v bng cch gn vo tnh c l, gi ci. Khn ngoan hn na, Pepsi nh v mnh thnh k i nghch: loi nc ung cho th h k tip vi chin dch Generation Next. Pepsi dng hnh nh ca nhng biu tng thi thng ca gii tr, nhng ngi sao ni ting nh Michael Jackson, Madonna, David Beckham v.v nhm nh v tnh tr ca mnh. Thm ch, Pepsi dn dn thay i logo, lm yu t mu xanh nc bin m hn, nhiu hn i nghch vi mu ca Coca Cola. Tht ngc nhin, khi s i nghch trong tm tr khch hng cng r nt, khong cch th phn gia ngi

thch thc v k thng tr cng thu hp li. Thm ch c thi im Coca Cola long chong, nh vt b ton b di sn ca mnh i vi nhn hiu New Coke. Lm khc bit mnh l iu tt. Xy dng mnh i nghch vi k thng tr cn tt hn. Tr li lnh vc mng x hi, khi MySpace c mt v tr thng tr, nhng k n sau bng cch ny hay cch khc vn c th vt ln vi mt chin lc ng n, min l MySpace bc l im yu ca mnh. Chng ta c th chng kin s ni ln m thm ca LinkedIn. iu LinkedIn lm hon ton i nghch vi MySpace. LinkedIn tp trung vo nhng ngi i lm, ng tui, nghim tc. Khc vi nhng trang mng x hi rc r sc mu, trang web ca LinkedIn nghim trang n t nht: ngi s dng ch c up s nh v video rt hn ch m thi. Tuy nhin, y li l mt chin lc ng gm. Mt trang web dnh cho i tng ngi trng thnh cn phi khc bit vi nhng th tr con nh MySpace, chin lc i nghch m LinkedIn thc hin. Nh tip th tr tui tr tui Laura Ries cho rng, xt v tim nng to nn li nhun, LinkedIn mi k ng ch . Bi v LinkedIn tp trung vo mt i tng ngi s dng kh chuyn bit, c chn lc, quan trng hn, l i tng i lm, c tin v sn sng chi tiu vi mc cao hn so vi nhng account trn FaceBook hay MySpace. y l tp hp khch hng, c th nh hn FaceBook hay MySpace nhng c s tinh lc tuyt vi. Trong ln gi vn vo nm 2008, LinkedIn c nh gi khong 1 t USD. Mc gi ny cao hn hn so vi ci gi 580 triu USD m News Corporation b ra mua MySpace. TH True Milk c yu t sch. y l kt qu ng khch l. Nhng c th hon thnh tham vng ca b Ch tch Thi Hng, TH True Milk cn phi tm ra

im yu ca k thng tr Vinamilk v xy dng mnh vi mt hnh nh i nghch. Khi , ch cn Vinamilk l l, c hi s n vi TH True Milk.