MC LC

Qun tr chin lc................................................................................................................

S lc v m hnh Porter Five Forces.................................................................................
Cc chin lc chung chng li Porter's Five Forces............................................................
T chc s kin 10 b quyt thnh cng.............................................................................
Thit k bao b biu tng - mu bao b c trng cho mt thng hiu..............................
10 bc nhn c thng tin phn hi.............................................................................
Vn bo lc v chnh sch ngn nga bo lc ti ni lm vic.......................................
5 cng c xy dng thung hiu.......................................................................................
Nhng vn c bn marketing............................................................................................
Phn tch mi trng marketing............................................................................................
Phn tch ngnh v i th cnh tranh...................................................................................
Phn tch th trng cc doanh nghip & hnh vi mua sm ca doanh nghip.....................

Qun tr chin lc
1.Vision: (Tm nhn)
NH company will become one in the top 5 leading magnet wire manufacturing
companies in South East Asia, with high technology and annual output quantity of at least
10,000 tons.
Cng ty NH s tr thnh 1 trong 5 cng ty sn xut dy in t hng u ca ng Nam
, cng ngh cao v sn lng hng nm thp nht l 10.000 tn .
2.Mission: (mc tiu)
What does NH company strives to be the best at?
Cng ty NH phn u tt nht mt no? (k thut cng ngh, gi thnh thp...)
How does it create value for its customers?
N to gi tr cho khch hng ca cng ty nh th no?
3.Strategy for achieving the vision: (chin lc thc hin tm nhn)
a.Accounting & finance: (k tan & ti chnh)
What are NH company's goals in terms of financial reporting, accuracy of financial data,
financial analysis?
Mc tiu ca cng ty l g trong cc vn sau: bo co ti chnh, s chnh xc ca s
liu ti chnh hay l phn tch ti chnh?
b.Sales management: (qun tr bn hng)
How will NH company strenghthen the sales management team?
Cng ty NH s cng c i ng bn hng nh th no?
c.Market & marketing:
How will NH company strenghthen its ability to identify new market oppotunities?
Cng ty NH s cng c nng lc ca mnh nh th no xm nhp th trng mi?
How will NH company strenghthen its ability to present ifself to potential customers?
Cng ty NH s cng c nng lc ca mnh nh th no gii thiu bn thn cho khch
hng tim nng.
d.Production capabilities:
Does NH company have any targets relating to technical capabilities? If so, how will it
achieve those?
Cng ty NH c nhng mc tiu lin quan n nng lc tim tng v k thut hay khng?
Does NH company have any targets relating to production management systems?
Cng ty NH c nhng mc tiu lin quan n h thng qun l sn xut hay khng?
e.Production costs:
Does NH company set any targets relating to production costs - Such as production cost
per unit of output? If so, how will NH company achieve this?
Cng ty NH c nhng mc tiu lin quan n chi ph sn xut hay khng? Nu c, lm
nh th no t c mc tiu ?
f.Quality targets:

Does NH company want to set any targets relating to quality, such as defect rates?
Cng ty NH c nhng mc tiu lin quan n cht lng hay khng? VD: t l ph
phm.
How does NH company want to strenghthen its ability to sovle quality problems?
Cng ty NH mun cng c kh nng gii quyt vn cht lng l nh th no ?
Does NH company want to commit to a 6 sigma program of some kind?
Cng ty NH c mun cam kt p dng chng trnh 6 sigma hay khng?
g.HR: (qun tr ngun nhn lc)
How will NH company strenghthen the management team? - management skill,
motivation levels, retention of key employees, etc.
Cng ty NH cng c i ng qun l ca mnh nh th no?
What are the key skills that NH company want to its key managers to be excellent at?
Nhng k nng g m cng ty NH mun cc cn b qun l ch cht cn phi c?
h.Products and market segments:
What new products does NH company expect to expand into in the next few years?
Nhng sn phm mi m cng t NH d nh pht trin trong vi nm ti l g?
What new market segments does NH company plan to expand into the next few years?
Nhng th phn mi m cng ty NH hach nh xm nhp trong vi nm ti l g?
Gim c cn phi tr li mt cch r rng v c th nhng cu hi trn!
Bn cn c mt tm nhn v k hoch chin lc cho t chc ca mnh, nu mt
trong s nhng iu sau y l ng:
- Bn m nhim cng vic ban u nhm to ra nhng kt qu c tnh cht t ph cho
t chc v bn l mt trong s nhng thnh vin thc hin hay l ngi lnh o.
- T chc ca bn ang hot ng tr tr trong nhng phm vi then cht t thnh cng
trong kinh doanh (chi ph hot ng, s tho mn ca khch hng, cht lng hng ho
dch v, vv..) v bn c yu cu gip thc hin vn ny.
- Bn cn u tin u t gia cc cng vic cn ci tin m vi s tin hn ch (t chc
khng th thc hin c).
- Bn c yu cu thit lp nhng mc tiu ngn v di hn cho t chc trong nhng
phm vi hot ng ch cht.
Ni cch khc, hu ht cc cng ty v t chc cn c tm nhn v k hoch chin lc
nhng rt t c c iu . Hn na, mt s t chc ngh rng h c ri v khng cn
na. Hy xem xt cc yu t c bn cho mt tm nhn v k hoch chin lc m c th
dn n s ci tin vt tri, c biu th trong gin bn di. Bn c th ngh v
yu t no trong s m bn c th p dng cho t chc ca mnh.
Nhng ro cn c c tm nhn v k hoch chin lc
Nu nh k hoch chin lc v tm nhn l rt quan trng, vy th nhng ro cn to ra
chng l g? Hay ni cch khc, iu g c th bo v c t chc ca bn trnh khi
nhng sai lm trong tm nhn v k hoch chin lc.
1.S nhn thc

Trong nhiu trng hp, s nhn thc l mt vn ct yu. Cng vic din tin theo
tng ngy, v cc nhu cu cp thit ca nhng vn ngy hm nay c th ang hon
ton cun ht ly. Chng ta s khng sc gii quyt ngay nhng vn trc mt
m mi ngy nn ginh t thi gian thc hin n. C th l nh vy. Thc t nu thiu
mt tm nhn v k hoch th t chc ca bn s hot ng tr tr v phi mt nhiu thi
gian ng u hn l p ng nhng nhu cu ca khch hng.
Nhng du hiu bn c th nhn thy:
- Nhiu cng vic khi u, din ra v hot ng vi hiu qu km.
- Nhng cng vic ci tin bc u dng nh khng lin quan ti nhau, mi nhm
thc hin ring cng vic ca mnh.
- Khi n thi im u tin cho c hi v phn b tin u t th li khng bit r rng
khon tin l bao nhiu, cho ai, v vic quan trng nht phi lm l g.
- Rt kh ni khi no bn thnh cng khng c l trnh no tn ti lp biu cho
s tin b ca bn.
- Khng th bit r c liu nhng hot ng hin hnh s a t chc n ni bn cn
hay khng, bi v khng ai chc chn c l u.
- Bn v t chc ca bn ginh hu ht thi gian chng li khng hong.
Nu bt c du hiu no trong s ny l ng, th bn nn nhn thc rng mt b phn
then cht ang mt i. Ni cch khc bn khng c tm nhn v xu hng chin lc hp
l m c th dn n s hot ng khng hiu qu.
2.Lng nhit huyt
Ro cn th hai l thiu lng nhit huyt. S thiu vng ng lc thc y thc hin
cng vic ny c th xut pht t s thiu kinh nghim trong vic pht huy hiu qu
nhng tm nhn v k hoch c th tip lc cho t chc, hay t nhng kinh nghim
trc vi s thc hin tm nhn yu km khng c kt qu.
ng c thc y l mt ro cn kh vt qua. ng lc thc y c th bt ngun t s
thu ht ko ngi khc hng ti s tip cn hoc p dng s qun l ging nh vic
lp ra tm nhn v chin lc, hay t vic trnh n ni au i hi phi thot khi tnh
trng tht bi trong kinh doanh hay s tht bi tim n c vi t cch c nhn v vi t
cch t chc. Thng thng t chc khng phi l ngi cho li. Tuy nhin v nhng vai
tr thay i ca nhng nh qun l va tr thnh nhng ngi hun luyn va l
nhng nh lnh o, vn lnh o then cht l dn dt nh th no t mt v tr c sn,
da trn quan im tng lai, v mt k hoch m ti t chc ca bn t c.
3.S hiu bit
i vi nhng i ng lm vic m nhn thc c vic thiu tm nhn v k hoch,
mong mun to ra chng, th tr ngi tip theo l phi bit cch lm nh th no. Bn lm
g u tin? Bn c cn i ng lm vic khng? Bn la chn i th no ? Ai ng vai
tr ch cht? Lm th no c th nhn ra c tm nhn hiu qu v k hoch c tnh
chin lc t xut pht im km? Lm th no t c s bo tr thc thi iu ?
Bn giao tip vi cc nhn vin khc th no v nhng g bn ang lm ct h cm
thy gn b v hiu bit c nhiu? Bn m bo s lin kt vi khch hng v s ch
o kinh doanh nh th no? t c s hiu bit ny s l mu cht cho s thnh cng
trong vic sng to v duy tr tm nhn, k hoch ca bn.

4.Kh nng hnh ng

Nu ba yu t trn bao gm nhn thc, lng nhit huyt v s hiu bit c p ng,
liu i ng lm vic c kh nng hot ng da vo s hiu bit ny to ra tm nhn
v k hoch chin lc? Bit c hc thuyt, hnh ng da trn hc thuyt nhm
thu c kt qu. Cng nh cc s kin th thao, bn c th bit cch chi nh th no,
nhng vic chi tt v bit cch chi l hon ton khc nhau. Yu cu ch yu l phi
luyn tp, v ch vi luyn tp mt s cn chi tt hn c nhng ngi khc. Trong qu
trnh t ra tm nhn v k hoch, s tng ng l ng nhin. i ng lm vic cn c
kh nng hot ng to ra tm nhn v k hoch chin lc thnh cng. Kh nng ny
nn c coi l nhn t khi la chn i ng lm vic v s dng nhng t vn vin.
Lin h vi s thay i kinh doanh, hay vic thit lp li qu trnh kinh doanh.
Nhn t thnh cng ch cht cho n lc thanh i s l tm nhn ca bn, v tm nhn
ng gp vo k hoch di hn cho t chc ca bn nh th no. Lin h vi hnh nh
trong tng lai, km theo nhng k hoch c th, tng bc cng l yu t c bn thay
i s qun l. Nu ti b buc phi gim nhng nhn t trn xung cn ba, th s l:
Trch nhim h tr qun l cao nht, tm nhn tng lai c sc thu ht cao v s thay i
qun l.
Bn cng cn kt ni nhng k hoch v tm nhn vi bin php thnh cng ca mnh,
Tm nhn ca bn l xut pht im cho vic t ra mc tiu, phn nh trong phng
php tip cn m ln u tin c ngi Nht s dng, gi l k hoch Hoshin (trch
Winning with quality , Wesner, Hiatt, Trimble, 1995).
Trong qu trnh ny, ghi nh rng tm nhn ca bn s chi phi tin trnh k hoch v l
gc r ca nhng mc tiu ngn hoc di hn m t bn c th tnh ton c s thnh
cng cho s thay i ban u.
Kt lun
Nhng t chc khng mun tip tc i chi na v mun mang li s phi hp xung
quanh nhng cng vic ci tin ban u u i hi phi c tm nhn v k hoch chin
lc. Bc u tin c c n nhn din c nhng ro cn, v lm r c nhng
hnh ng cn thit ph v ro cn. i vi tng ro cn th liu php li khc nhau,
v s nhn din ng nhng ro cn l mt bc khi u y quan trng. Trong
trng hp thay i phng hng kinh doanh, thnh cng hay tht bi s ph thuc vo
s hiu qu v sc mnh ca tm nhn v k hoch chin lc.
Nhng bc tip theo
Ph thuc vo vai tr ca mnh trong t chc, bn c th xem xt nhng bc sau:
Cung cp bi tp ngn u bi bo ny cho mt vi ng nghip trong i hay t chc
ca bn theo nhng cp khc nhau. Bt u xy dng s nhn bit xung quanh khi
nim v tm nhn v k hoch chin lc, v to ra nhu cu cp thit bng cch lin h s
thiu vng tm nhn k hoch vi nhng vn thc t m bn hin ang i mt (ging
nh nhng du hiu c cp trc )
Thng qua nhng cuc hp hay i thoi thng thng mi quyt nh c xem iu
no trong bn phm vi c bn lun y l nhng chng ngi vt cho tm nhn v k
hoch .

Liu php s thay i tu thuc vo loi chng ngi vt. Nhng g bn t c c th

khng phi l gii php tc thi nhng c th l mt khung lm vic c c s tho
lun vi i hay t chc ca bn v nhn t thnh cng then cht cho bc tin hnh kinh
doanh t ph.
Bnh lun bn l
Nhiu ln chng ta bt gp phi nhng m hnh ci tin kinh doanh khng hu dng hn
ci tin c tnh cht c nhn, Ti tin iu ny l ng vi m hnh thay i c s dng
trong bi bo ny khi tho lun v tm nhn v lp k hoch chin lc. Hy ly mt vi
v d t i t ca bn m bn mun thay i nhng li khng thnh cng (v bn thn
bn hoc v mt ai khc). Sau t vn bn thn xem nn phn tch u khi t c
s thay i : nhn thc c vn v iu tc ng n nhng yu t khc nh
th no, lng nhit huyt hay ng c thc y lm mi vic, hiu bit c vic lm
th no tin ti thay i n, kh nng thc hin nhng bc cn thit, hay s tng
cng tho ng gi s thay i ng ch, Sc mnh ng sau khung lm vic l liu
php khc nhau ph thuc vo tng s phn loi, v mt khung lm vic nh vy lm cho
vn tr nn sng t ct t c s tin b.

S lc v m hnh Porter Five Forces

Tc gi:Minh Trang

M hnh cnh tranh hon ho ng rng tc iu chnh li nhun theo mc ri ro l tng

ng nhau gia cc doanh nghip v ngnh kinh doanh. Tuy nhin, v s nghin cu kinh t
khng nh rng cc ngnh khc nhau c th duy tr cc mc li nhun khc nhau v s khc bit
ny phn no c gii thch bi cu trc khc nhau ca cc ngnh.
Michael Porter, nh hoch nh chin lc v cnh tranh hng u th gii hin nay, cung
cp mt khung l thuyt phn tch. Trong , ng m hnh ha cc ngnh kinh doanh v cho
rng ngnh kinh doanh no cng phi chu tc ng ca nm lc lng cnh tranh. Cc nh
chin lc ang tm kim u th ni tri hn cc i th c th s dng m hnh ny nhm hiu
r hn bi cnh ca ngnh kinh doanh mnh ang hot ng.

M hnh Porters Five Forces c xut bn ln u trn tp ch Harvard Business Review

nm 1979 vi ni dung tm hiu yu t to ra li nhun trong kinh doanh. M hnh ny, thng
c gi l Nm lc lng ca Porter, c xem l cng c hu dng v hiu qu tm hiu

ngun gc li nhun. Quan trng hn c, m hnh ny cung cp cc chin lc cnh tranh

doanh nghip duy tr hay tng li nhun.

Cc doanh nghip thng s dng m hnh ny phn tch xem h c nn gia nhp mt th
trng no , hoc hot ng trong mt th trng no khng. Tuy nhin, v mi trng
kinh doanh ngy nay mang tnh ng, nn m hnh ny cn c p dng tm kim trong
mt ngnh nht nh cc khu vc cn c ci thin sn sinh nhiu li nhun hn. Cc c
quan chnh ph, chng hn nh y ban chng c quyn v st nhp Anh, hay B phn chng
c quyn v B T php M, cng s dng m hnh ny phn tch xem liu c cng ty
no ang li dng cng chng hay khng.
Theo Michael Porter, cng cnh tranh trn th trng trong mt ngnh sn xut bt k chu
tc ng ca 5 lc lng cnh tranh sau:
1. Sc mnh nh cung cp th hin cc c im sau:
- Mc tp trung ca cc nh cung cp,
- Tm quan trng ca s lng sn phm i vi nh cung cp,
- S khc bit ca cc nh cung cp,
- nh hng ca cc yu t u vo i vi chi ph hoc s khc bit ha sn phm,
- Chi ph chuyn i ca cc doanh nghip trong ngnh,
- S tn ti ca cc nh cung cp thay th,
- Nguy c tng cng s hp nht ca cc nh cung cp,
- Chi ph cung ng so vi tng li tc ca ngnh.
2. Nguy c thay th th hin :
- Cc chi ph chuyn i trong s dng sn phm,
- Xu hng s dng hng thay th ca khch hng,
- Tng quan gia gi c v cht lng ca cc mt hng thay th.
3. Cc ro cn gia nhp th hin :

- Cc li th chi ph tuyt i,
- S hiu bit v chu k dao ng th trng,
- Kh nng tip cn cc yu t u vo,
- Chnh sch ca chnh ph,
- Tnh kinh t theo quy m,
- Cc yu cu v vn,
- Tnh c trng ca nhn hiu hng ha,
- Cc chi ph chuyn i ngnh kinh doanh,
- Kh nng tip cn vi knh phn phi,
- Kh nng b tr a,
- Cc sn phm c quyn.
4. Sc mnh khch hng th hin :
- V th mc c,
- S lng ngi mua,
- Thng tin m ngi mua c c,
- Tnh c trng ca nhn hiu hng ha,
- Tnh nhy cm i vi gi,
- S khc bit ha sn phm,
- Mc tp trung ca khch hng trong ngnh,
- Mc sn c ca hng ha thay th,
- ng c ca khch hng.
5. Mc cnh tranh th hin :
- Cc ro cn nu mun thot ra khi ngnh,
- Mc tp trung ca ngnh,
- Chi ph c nh/gi tr gia tng,
- Tnh trng tng trng ca ngnh,
- Tnh trng d tha cng sut,

- Khc bit gia cc sn phm,

- Cc chi ph chuyn i,
- Tnh c trng ca nhn hiu hng ha,
- Tnh a dng ca cc i th cnh tranh,
- Tnh trng sng lc trong ngnh.
Phn tch nm lc lng cnh tranh
1. Mc cnh tranh (Degree of Rivalry)
Trong m hnh kinh t truyn thng, cnh tranh gia cc doanh nghip i th y li nhun
tin dn ti con s 0, nhng trong cuc cnh tranh ngy nay, cc doanh nghip khng ngy th
n mc chu chp nhn gi mt cch th ng. Trn thc t, cc hng u c gng c c
li th cnh tranh so vi i th ca mnh. Cng cnh tranh thay i khc nhau ty theo
tng ngnh, v cc nh phn tch chin lc rt quan tm n nhng im khc bit .
Cc nh kinh t nh gi kh nng cnh tranh theo cc ch s v mc tp trung ca ngnh, v
t l tp trung (Concentration Ration CR) l mt trong nhng ch s phi k n u tin. Ch
s ny cho bit phn trm th phn do 4 hng ln nht trong ngnh nm gi. Ngoi ra cn c ch
s CR v t l th trng do 8, 25 v 50 hng u ngnh kim sot. Ch s cng cao cho thy
mc tp trung th phn vo cc hng ln nht cng ln, ng ngha vi vic ngnh c
mc tp trung cao. Nu ch c mt s hng nm gi phn ln th phn, th ngnh s mang
tnh cnh tranh t hn (gn vi c quyn bn). T l tp trung thp cho thy ngnh c rt nhiu
i th, trong khng c i th no chim th phn ng k. Cc th trng gm nhiu
mnh ghp ny c cho l c tnh cnh tranh. Tuy nhin, t l tp trung khng phi l ch s
duy nht, bi v xu hng nh ngha ngnh mang nhiu thng tin hn so vi s phn b th
phn.
Nu mc cnh tranh gia cc hng trong mt ngnh thp, th ngnh c coi l c k
lut. K lut ny c th l kt qu ca lch s cnh tranh trong ngnh, vai tr ca hng ng
u, hoc s tun th vi cc chun mc o c chung. S cu kt gia cc cng ty nhn
chung l khng hp php. Trong nhng ngnh c mc cnh tranh thp, cc ng thi cnh

tranh chc chn b hn ch mt cch khng chnh thc. Tuy nhin, mt cng ty khng chp
nhn tun th lut l m tm kim li th cnh tranh c th lm mt i ci th trng c k
lut .
Khi mt i th hnh ng theo cch khin cc hng khc buc phi tr a, th tnh cnh tranh
th trng s tng ln. Cng cnh tranh thng c miu t l tn khc, mnh m,
va phi, hoc yu, ty theo vic cc hng n lc ginh li th cnh tranh n mc no.
c c li th cnh tranh so vi cc i th, mt doanh nghip c th chn mt s ng
thi cnh tranh nh sau:
- Thay i gi tng hoc gim gi c c li th ngn hn.
- Tng s khc bit ca sn phm ci thin cc c tnh, i mi qu trnh sn xut v i mi
sn phm.
- S dng cc knh phn phi mt cch sng to dng hi nhp theo chiu dc hoc s dng
mt knh phn phi mi cha c trong ngnh. Chng hn nh trong ngnh bun bn kim hon,
cc ca hng kim hon cao cp ngn ngi khng bn ng h, hng Timex chuyn ti cc
ca hng thuc v cc i l khng truyn thng khc. Nh , hng hon ton lm ch th
trng ng h c gi t thp n trung bnh.
- Khai thc mi quan h vi cc nh cung cp v d, t nhng nm 1950 - 1970, hng Sears,
Roebuck v Co. chi phi th trng hng gia dng bn l. Sears t ra cc tiu chun cht
lng cao v yu cu cc nh cung cp phi p ng cc yu cu v ch s k thut v gi sn
phm ca h.

Cng cnh tranh chu nh hng ca cc c im ngnh sau y:

S lng cng ty ln. S lng cng ty ln lm tng tnh cnh tranh, v c nhiu hng hn trong
khi tng s khch hng v ngun lc khng i. Tnh cnh tranh s cng mnh hn nu cc
hng ny c th phn tng ng nhau, dn n phi chin u ginh v tr chi phi th
trng.

Th trng tng trng chm. c im ny khin cc hng phi cnh tranh tch cc hn
chim gi th phn. Trong mt th trng tng trng cao, cc hng c kh nng tng doanh thu
c th ch do th trng m rng.

Cc chi ph c nh cao. Chi ph c nh cao thng tn ti trong mt ngnh c tnh kinh t theo
quy m, c ngha l chi ph gim khi quy m sn xut tng. Khi tng chi ph ch ln hn khng
ng k so vi cc chi ph c nh, th cc hng phi sn xut gn vi tng cng sut t
c mc chi ph thp nht cho tng n v sn phm. Nh vy, cc hng s phi bn mt s
lng rt ln sn phm trn th trng, v v th phi tranh ginh th phn, dn n cng
cnh tranh tng ln.

Chi ph lu kho cao hoc sn phm d h hng. c im ny khin nh sn xut mun bn

hng ha cng nhanh cng tt. Nu cng thi im , cc nh sn xut khc cng mun bn
sn phm ca h th cuc cnh tranh ginh khch hng s tr nn d di.

Chi ph chuyn i hng ha thp. Khi mt khch hng d dng chuyn t s dng sn phm
ny sang sn phm khc, th mc cnh tranh s cao hn do cc nh sn xut phi c gng
gi chn khch hng.
Mc khc bit ha sn phm thp. c im ny lun dn n mc cnh tranh cao.
Ngc li, nu sn phm ca cc hng khc nhau c c im hng ha khc nhau r rt s
gim cnh tranh.
Kh nng thay i chin lc cao. Kh nng thay i chin lc cao xy ra khi mt hng ang
mt dn v th th trng ca mnh, hoc c tim nng ginh c nhiu li nhun hn. Tnh
hung ny cng lm tng tnh cnh tranh trong ngnh.
Cc ro cn thot ra cao. c im ny khin doanh nghip phi chu mt chi ph cao, nu
mun t b khng sn xut sn phm na. V th hng buc phi cnh tranh. Ro cn ny lm
cho mt doanh nghip buc phi li trong ngnh, ngay c khi cng vic kinh doanh khng
thun li lm. Mt ro cn ph bin l tnh c trng ca ti sn c nh. Khi nh my v thit

b c tnh chuyn mn ha cao th kh c th bn cc ti sn cho nhng ngnh khc. Vic

hng Litton Industries ginh c cc thit b ca hng ng tu Ingall Shipbuilding minh ha
r iu ny. Litton rt thnh cng trong thp k 1960 vi cc hp ng ng tu cho Hi
qun. Nhng khi chi quc phng ca M gim xung, Litton nhn thy r kh nng gim doanh
s cng nh li nhun. Hng quyt nh c cu li, nhng vic t b xng ng tu khng
thc hin c, do khng bn c cc thit b ng tu t tin v mang tnh chuyn mn ha
cao. Cui cng, Litton buc phi li trong th trng ng tu ang xung dc.
Tnh a dng ca cc i th vi cc c im vn ha, lch s v trit l khc nhau lm cho
ngnh kinh doanh tr nn khng n nh. C nhng cng ty tng trng khng tun theo quy
lut lm cho cc cng ty khc khng nh gi c chnh xc tnh hnh th trng, v th, tnh
cnh tranh cng khng n nh v c chiu hng tng ln. Ngnh kinh doanh bnh vin l mt
in hnh. Ngnh ny bao gm nhiu loi: cc bnh vin trc y l cc t chc t thin hoc
t chc cng ng, bnh vin c mi lin h vi cc t chc tn gio hoc trng i hc v
cc bnh vin hot ng v li nhun. S hn hp cc trit l hot ng i khi dn ti cnh
tranh d di gia cc bnh vin li ko bnh nhn n khm bnh v iu tr. Song i khi,
cc bnh vin ny li phi hp vi nhau gii quyt nhng vn y t cng ng, v d nh
cng hoch nh chin lc chng dch bnh.
S sng lc trong ngnh. Th trng tng trng v c c hi thu c li nhun cao khuyn
khch cc hng mi gia nhp th trng v cc hng c tng sn lng. Do vy trong ngnh s
c nhiu i th cnh tranh hn. n mt lc no , mc tng trng chm li v th trng
tr nn bo ha, to nn tnh hung cung vt qu cu. Khi cuc sng lc din ra, cnh tranh
d di dn n chin tranh gi c v mt s cng ty ph sn.
Bruce Henderson, ngi sng lp ra Tp on T vn Boston (BCG), tng qut ha hin
tng ny thnh Quy lut Ba v Bn, tc l: mt th trng n nh s khng c qu ba i th
cnh tranh ln, v i th mnh nht s khng c s th phn ln hn bn ln so vi i th nh
nht.
D quy lut v th trng n nh ng n mc no, th r rng l tnh n nh ca th trng

v nhng thay i trong cung v cu u nh hng n tnh cnh tranh. Tnh chu k ca cu
i vi sn phm gy ra mc cnh tranh d di. iu ny c th thy c qua mt s th
trng c chu k kinh doanh kh d d on nh th trng th trng thip chc mng, th
trng t giy tr em vi lng cu dao ng theo t l sinh.

y l phn tip theo ca bi vit v m hnh cnh tranh ca Michael Porter, nh hoch nh
chin lc v cnh tranh hng u th gii hin nay. M hnh cnh tranh hon ho ng rng
tc iu chnh li nhun theo mc ri ro l tng ng nhau gia cc doanh nghip v
ngnh kinh doanh. Tuy nhin, v s nghin cu kinh t khng nh rng cc ngnh khc nhau
c th duy tr cc mc li nhun khc nhau v s khc bit ny phn no c gii thch bi cu
trc khc nhau ca cc ngnh.
2. Nguy c Thay th (Threat of Substitutes)
Trong m hnh ca Porter, thut ng sn phm thay th l cp n sn phm thuc cc
ngnh sn xut khc. Theo cc nh kinh t, nguy c thay th xut hin khi nhu cu v mt sn
phm b nh hng bi s thay i gi c ca mt hng ha thay th. co gin nhu cu theo
gi ca mt sn phm chu tc ng ca s thay i gi hng ha thay th. Cng c nhiu
hng ha thay th th th th hin nhu cu sn phm cng c co gin cao (c ngha l ch
mt s thay i nh trong gi sn phm cng dn n s thay i ln trong lng cu sn
phm) v lc ny ngi mua c nhiu s la chn hn. V vy, s tn ti ca cc hng ha thay
th lm hn ch kh nng tng gi ca doanh nghip trong mt ngnh sn xut nht nh.
S cnh tranh gy ra bi nguy c thay th ny thng n t cc sn phm bn ngoi ngnh.
Gi ca cc lon ng nc bng nhm b cnh tranh bi gi ca cc loi bao b khc nh chai
thy tinh, hp thp v hp nha. Ngy nay, gi ca cc lp xe mi khng t n mc ngi ta
phi v li lp xe c dng. Nhng trong ngnh vn ti, lp mi rt t trong khi lp b hng
rt nhanh, v vy ngnh v lp xe ti vn cn pht trin c. Cn trong ngnh sn xut t s
sinh, t vi l mt mt hng thay th v v vy, gi ca t vi t gii hn cho gi ca t giy.
Mc d nguy c v hng thay th thng nh hng n ngnh, thng qua s cnh tranh gi c,
nhng ngi ta cn quan tm n cc kha cnh khc khi nh gi v mi nguy c ny. Hy

xem xt kh nng thay th ca cc loi truyn hnh: trm truyn hnh a phng truyn n TV
tng nh nh tn hiu v tuyn, nhng dch v ny c th b thay th bi dch v truyn hnh
cp, v tinh hay truyn hnh bng ng in thoi. Cc cng ngh mi v c cu thay i ca
cc phng tin gii tr cng gp phn to nn s cnh tranh gia cc phng tin gii tr c
kh nng thay th ln nhau ny, tr nhng vng xa xi, ni truyn hnh cp kh c th cnh
tranh chng li truyn hnh min ph qua ng-ten vi rt t chng trnh gii tr phc v
khch hng.
3. Sc mnh ca khch hng (Buyer Power)
Sc mnh Khch hng l nh hng ca khch hng i vi mt ngnh sn xut no . Nhn
chung, khi sc mnh khch hng ln, th mi quan h gia khch hng vi ngnh sn xut s
gn vi ci m cc nh kinh t gi l c quyn mua tc l th trng c nhiu nh cung cp
nhng ch c mt ngi mua. Trong iu kin th trng nh vy, khch hng c kh nng p
t gi. Nu khch hng mnh, h c th buc gi hng phi gim xung, khin t l li nhun
ca ngnh gim. C rt t hin tng c quyn mua trn thc t, nhng vn thng tn ti mi
quan h khng cn bng gia mt ngnh sn xut v ngi mua. Sau y l nhng yu t quyt
nh sc mnh khch hng.

Khch hng c sc mnh ln khi:

- Khch hng c tnh tp trung cao, tc l c t khch hng chim mt th phn ln.
- Khch hng mua mt lng ln sn phm sn xut ra trong bi cnh knh phn phi hoc sn
phm c chun ha. V d th trng bn l rng ln ca cc hng Circui City v Sear gip
cho h nm c quyn lc tng i p t gi c vi cc nh sn xut gia dng.
- Khch hng c kh nng st nhp hay thm ch l mua hng sn xut. V d in hnh l cc nh
sn xut t ln rt c th mua hng sn xut lp xe.
Khch hng yu trong nhng trng hp sau:
- Trng hp st nhp xy ra: nh sn xut c kh nng st nhp hoc mua hng phn phi/ bn
l, chng hn nh cc hng sn xut phim thng c th mua li cc rp chiu phim.
- Chi ph chuyn i sn phm ca khch hng ln, thng do sn phm khng c chun ha,
v th khch hng khng th d dng chuyn sang s dng sn phm khc c, in hnh l vic
hng IBM duy tr chin lc s dng h thng 360 trong thp nin 1960.

- C rt nhiu khch hng, v th khng khch hng no c nh hng ng k n sn phm hoc

gi sn phm. Hin tng ny xy ra vi hu ht cc loi hng ha tiu dng.
- Nh sn xut cung cp gi tr u vo ng k cho sn phm ca ngi mua th hin qua mi
quan h gia Intel vi cc nh sn xut my vi tnh.
4. Sc mnh ca nh cung cp (Supplier Power)
Mt ngnh sn xut i hi phi c cc nguyn liu th bao gm lao ng, cc b phn cu
thnh v cc u vo khc. i hi ny dn n mi quan h bn mua bn cung cp gia cc
ngnh sn xut v cc hng cung cp cc nguyn liu th ch to sn phm. Sc mnh ca nh
cung cp th hin kh nng quyt nh cc iu kin giao dch ca h i vi doanh nghip.
Nhng nh cung cp yu th c th phi chp nhn cc iu khon m doanh nghip a ra, nh
doanh nghip gim c chi ph v tng li nhun trong sn xut, ngc li, nhng nh cung
cp ln c th gy sc p i vi ngnh sn xut bng nhiu cch, chng hn t gi bn nguyn
liu cao san s phn li nhun ca ngnh.
Sau y l mt s yu t quyt nh sc mnh ca nh cung cp:
- Mc tp trung ca cc nh cung cp. Sc mnh ca nh cung cp s rt ln, nu mc tp
trung ca h cao. Nu nh cung cp ca mt doanh nghip phi cnh tranh vi nhiu nh cung cp
khc, th c kh nng l h s phi chp nhn nhng iu khon bt li hn, v doanh nghip c
th nhanh chng chuyn sang t hng ca nh cung cp khc, do , nh cung cp buc phi
chp nhn tnh trng b p gi. Sc mnh nh cung cp tng ln, nu mc tp trung trong lnh
vc cung cp cao, chng hn nh sc mnh ca ngnh dc phm (nh cung cp) i vi cc
bnh vin l rt ln.
- Mc chun ha ca u vo. Vic u vo c chun ha cng lm tng tnh cnh tranh
gia cc nh cung cp v do vy lm gim sc mnh ca h, chng hn nh mi quan h gia cc
nh sn xut lp (nh cung cp) vi cc nh sn xut xe hi.
- Chi ph thay i nh cung cp. Chi ph ny cng cao th doanh nghip s cng phi chu nhiu
iu khon bt li m nh cung cp t ra, v vic chuyn t nh cung cp ny sang nh cung cp
khc s buc doanh nghip sn xut phi chu cc chi ph khng l. Mi quan h gia Microsoft
(vi vai tr nh cung cp) vi cc nh sn xut my vi tnh th hin r iu ny.

- Nguy c tng cng hp nht gia nh cung cp v n v sn xut, chng hn nh hng sn

xut ung mua cc tim ru, hay hng Baxter International nh sn xut cc thit b y t mua li nh phn phi American Hospital Supply. Kh nng ny cng cao th sc mnh ca nh
cung cp cng ln.
- Sc mnh ca doanh nghip thu mua. Trong giao dch thng mi, sc mnh ca khch hng
ng nhin s lm gim sc mnh ca nh cung cp. Sc mnh ny c th hin r mt khi
khch hng ty chay khng mua sn phm.
5. Cc ro cn gia nhp (Barriers to Entry)
Khng ch cc i th hin ti mi to ra nguy c e da cc doanh nghip trong mt ngnh, m
kh nng cc hng mi c th gia nhp ngnh cng nh hng n cuc cnh tranh. Xt v mt l
thuyt, bt c cng ty no cng c th tham gia hoc rt lui khi th trng, nu tn ti cng
vo v cng ra t do. Khi , li nhun ca ngnh s l khng ng k. Tuy nhin trn thc t,
mi ngnh c nhng bin php ring bo v mc li nhun cao ca cc n v c mt trong
th trng, ng thi ngn cn cc i th tim nng gia nhp vo th trng . Nhng bin php
ny c gi l cc ro cn gia nhp.
Cc ro cn gia nhp khng ch l s iu chnh thng thng ca th trng. Chng hn nh khi
li nhun ca ngnh tng ln, chng ta d on rng s c thm cc hng mun xm nhp vo th
trng c hng mc li nhun cao , khin li nhun ca cc hng trong ngnh gim dn.
Khi li nhun gim, chng ta li d on rng mt s cng ty s rt lui, nh , tnh trng cn
bng th trng c ti lp. Gi gim, hoc d on rng gi s gim trong tng lai, ngn cn
cc i th tim nng bc vo th trng. Cc cng ty s ngn ngi khng mun tham gia mt th
trng bt n, c bit l nu vic tham gia th trng i hi phi tn mt khon chi ph khi s
ln. l nhng iu chnh thng thng ca th trng, nhng nu cc hng c tnh gi gi thp
duy tr mc li nhun thp ca c ngnh (vic tp hp cc hng thc hin bin php ny s b
coi l hnh ng phi php) nh mt chin lc ngn cn nhng cng ty khc khng bc chn
vo th trng, th vic t gi ngn cn gia nhp chnh l mt ro cn gia nhp.
Cc ro cn gia nhp l nhng quy nh c trng ca mt ngnh. Cc ro cn ny lm gim tc

 tham gia ca cc cng ty mi, nh duy tr mc li nhun n nh cho cc cng ty ang hot
ng trong ngnh. Xt t gc chin lc, cc hng c th to ra, hoc khai thc cc ro cn ny
tng li th cnh tranh ca mnh. Cc ro cn gia nhp c th bt ngun t mt s nguyn nhn
ch yu sau y:
a, Chnh ph to nn cc hng ro. Mc d vai tr chnh ca chnh ph trong th trng l duy tr
cnh tranh cng bng v lnh mnh thng qua cc hnh ng chng c quyn, nhng chnh ph
vn hn ch cnh tranh thng qua vic chp nhn c quyn v ban hnh cc quy nh. Ngnh
cng nghip cung cp in c coi l c quyn t nhin, v mt cng ty cung cp in cho khu
vc s hiu qu hn l cho php nhiu cng ty in cng tn ti trn mt a bn. hn ch cc
cng ty in lc khai thc li th ny, chnh ph cho php c mt nh c quyn cung cp in,
nhng ra quy nh cht ch vi ngnh ny.
Mt v d khc ca ro cn gia nhp l cng ty truyn hnh cp a phng. Cng ty ny c
mt nh cung cp cp truyn hnh cho php truyn i cc chng trnh ca h sau mt cuc u
gi cnh tranh, nhng mt khi cng ty c c quyn kinh doanh truyn hnh cp th s c
quyn hnh thnh. Chnh quyn a phng thng khng th kim sot gi mt cch hiu qu,
v cng ty ny c th d dng khai man, v vy chnh ph phi t ra cc lut xem xt v hn
ch gi dch v trong ngnh ny.
Quyn ra quy nh hn ch cnh tranh ca chnh ph c th hin r trong lch s ngnh ngn
hng. Cho ti thp nin 1970, th trng m ngn hng c th tham gia b chnh ph hn ch, do
, hu ht ngn hng u ch l cc c s ngn hng a phng. Cc ngn hng cnh tranh
thng qua nhng chin lc ch trng n mt s cng c th trng n gin nh nng cc chc
mng cc khch hng mi n m ti khon. Khi chnh ph bi b cc quy nh nghim ngt
trong ngnh ny, cc ngn hng c php vt qua bin gii a phng mnh v m rng th
trng. Vic bi b quy nh ngnh ngn hng to ra cnh tranh mnh lit, ng thi gy ra s bt
n nh trong ngnh v cc ngn hng kh duy tr th phn ca mnh nh trc. Vo cui thp nin
1970, cc ngn hng chuyn t nhng chin thut tip th n gin ti chin thut st nhp v
m rng vng a l khi c i th toan tnh xm nhp th trng.
b, Bng sng ch v s hu tr tu l mt ro cn gia nhp. Cc tng v kin thc gip nng

cao li th cnh tranh c coi l s hu c nhn sau khi c cp bng sng ch v ngn khng
cho nhng ngi khc p dng kin thc ny. y cng l mt ro cn gia nhp. Edwin Land
pht minh ra my nh Polaroid nm 1947 v sng lp mt cng ty c quyn trong lnh vc chp
nh ly ngay. Nm 1975, Kodak mun tham gia vo th trng my chp nh ly ngay ny v bt
u gii thiu mt loi my nh tng t. Polaroid lp tc kin Kodak vi phm bn quyn v
thng kin, buc Kodak phi ri khi ngnh cng nghip bo b ny.
c, Tnh c trng ca ti sn hn ch cng vo ngnh. c trng ti sn i khi c th khin cng
ty s dng ti sn sn xut mt sn phm hon ton khc. Tnh c trng ca ti sn to
thnh hng ro gia nhp bi hai l do. Th nht, khi cc cng ty c nhng ti sn mang tnh
chuyn mn ha cao, h s quyt lit chng li n lc mun gia nhp ngnh ca cc cng ty mi
nhm mc ch gi vng th phn ca mnh. Cc cng ty mi gia nhp c th thy trc mc
cnh tranh d di ny. Chng hn nh Kodak u t nhiu vn vo ngnh kinh doanh thit b
chp nh v vp phi s khng c quyt lit ca Fuji. Th hai l khi mt ngnh i hi cng ngh
hoc nh my hay thit b c tnh chuyn mn ha cao, th cc cng ty mun tham gia hot ng
trong ngnh s ngn ngi trong vic u t c c cc ti sn v nhng ti sn c tnh
chuyn mn cao nh vy rt kh bn nu doanh nghip thua l v mun rt lui khi th trng.
c, Tnh kinh t theo quy m. Sn xut c hiu qu chi ph cao nht c gi l Quy m c chi ph
nh nht (Minimum Efficient Scale MES) - chi ph sn xut tng n v sn phm t mc thp
nht ng ngha vi vic mc sn xut c hiu qu chi ph cao nht. Nu bit MES ca cc
doanh nghip trong mt ngnh l bao nhiu, th chng ta c th xc nh lng th phn cn thit
c chi ph gia nhp thp hoc tng ng vi cc i th cnh tranh. Chng hn nh cn
chim hu 10% th trng t c MES i vi ngnh lin lc ng di: nu doanh s ca
mt nh cung cp dch v lin lc ng di khng t c 10% th trng th hng s khng
c tnh cnh tranh cao.
S tn ti ca tnh kinh t theo quy m ny cng to ra mt ro cn gia nhp. Khong cch gia
MES ca ngnh vi chi ph n v ti thi im gia nhp cng ln th ro cn gia nhp cng kh
khn. V th, cc ngnh c MES cao thng lm nn lng nhng cng ty nh mi khi s.
hot ng di MES th hng thng phi c mt li th no khin cho hng c th bn vi gi
cao hn, v d nh s khc bit ha sn phm hay c quyn a phng.

d, Cc ro cn i vi vic thot ra khi ngnh cng tng t nh cc ro cn gia nhp. Ro cn

thot ra hn ch kh nng ri khi th trng ca cng ty v v th c th lm cho mc cnh
tranh tr nn gay gt hn v khng th ri b ngnh, nn cng ty buc phi cnh tranh tn ti.

C th tm tt iu kin ca hng ro gia nhp v hng ro thot ra nh sau:

- Mt cng ty kh gia nhp ngnh nu:
+ Tn ti cc b quyt sn xut hay tng c cp bng sng ch;
+ Kh thay i mt hng sn xut;
+ Kh nng tip cn vi knh phn phi thp;
+ Khong cch gia chi ph u vo so vi chi ph u ra qu ln.
- Mt cng ty kh thot ra khi ngnh nu:
+ Ngnh i hi cc ti sn c tnh chuyn mn ha cao;
+ Chi ph ri b ngnh cao;
+ Cc cng ty kinh doanh trong ngnh c quan h cht ch vi nhau;

Cc chin lc chung chng li Porter's Five Forces

Tc gi:Nguyn Thc Minh

Nhn chung, cc chin lc thng c hnh thnh mt trong ba cp - tp on, n v kinh

doanh v b phn chc nng- trong , cp n v kinh doanh l phn on ch yu din ra
s cnh tranh trong ngnh. Vi mc ch i khng li nm lc lng th trng, bao gm sc
mnh ngi cung ng, nguy c thay th, cc ro cn gia nhp, sc mnh khch hng v mc
cnh tranh, Michael Porter xc nh ba chin lc chung c th p dng cp n v kinh
doanh nhm to ra li th cnh tranh.
Chin lc chung ph hp s gip doanh nghip pht huy ti a cc im mnh ca mnh, ng
thi t bo v chng li cc nh hng xu ca nm lc lng th trng ni trn.
Nu yu t quyt nh u tin i vi kh nng sinh li ca doanh nghip l sc hp dn ca lnh
vc m doanh nghip ang hot ng, th yu t quan trng th hai l v th ca doanh nghip
trong lnh vc . Ngay c khi hot ng trong mt ngnh c kh nng sinh li thp hn mc
trung bnh, nhng cc doanh nghip c v th ti u th vn c th to ra mc li nhun rt cao.
Mi cng ty t xc nh v tr cho mnh trong lnh vc ang hot ng bng cch tn dng cc u
th sn c ca mnh. Michael Porter cho rng cc u th ca mt doanh nghip bt k s lun nm
mt trong hai kha cnh: li th chi ph v s c bit ha sn phm. Bng cch p dng nhng
u th ny, cc cng ty s theo ui ba chin lc chung: dn u v chi ph, c bit ha sn phm
v tp trung.
Cc chin lc ny c p dng cp n v kinh doanh. Chng c gi l cc chin lc
chung v chng khng ph thuc vo bt c mt doanh nghip hay mt ngnh no. Bng sau y
minh ha cc chin lc chung ca Porter:
Cc chin lc chung ca Porter
PHM VI CH LI TH

Rng
(ton ngnh)

Chi ph thp

Tnh khc bit

ca sn phm

Chin lc
Dn u v chi ph

Chin lc
C bit ha sn phm

Hp
(phn on
trng)

Chin lc Tp trung
th (chi ph thp)

Chin lc Tp trung
(c bit ha sn phm)

1. Chin lc dn u v chi ph
Chin lc ny hng ti mc tiu tr thnh nh sn xut c chi ph thp trong ngnh vi tiu
chun cht lng nht nh. Khi , cng ty hoc s bn sn phm vi gi trung bnh ca ton
ngnh thu c li nhun cao hn so vi cc i th cnh tranh, hoc s bn vi gi thp hn
gi trung bnh ginh thm th phn.
Trng hp cuc chin tranh gi c din ra, cng ty vn c th duy tr mt mc li nht nh,
trong khi cc i th cnh tranh buc phi chu thua l. Ngay c khi khng c s xung t hay
mu thun v gi c, ngnh kinh t ny pht trin, m rng v gi gim xung, th nhng cng ty
c kh nng gi mc chi ph sn xut thp hn vn c th thu li nhun trong thi gian di hn.
Chin lc dn u v chi ph ny thng c p dng cho nhng th trng rng ln.
Doanh nghip c th da vo mt s phng thc chim u th v chi ph bng cch ci tin
hiu qu ca qu trnh kinh doanh, tm c hi tip cn vi ngun nguyn liu ln c gi bn thp,
thc hin vic chuyn cng on kinh doanh ra nc ngoi mt cch ti u v ra cc quyt nh
st nhp theo chiu dc, hoc gin lc mt s chi ph khng tht cn thit. Nu cc i th cnh
tranh khng c kh nng ct gim chi ph n mc tng t, th doanh nghip c th duy tr u
th cnh tranh ca mnh da trn s dn u v chi ph.
Nhng doanh nghip thnh cng trong vic p dng chin lc dn u v chi ph thng c
nhng c im sau:

Kh nng tip cn vn tt u t vo thit b sn xut. y cng chnh l ro cn m

nhiu cng ty khc khng th vt qua.

Nng lc thit k sn phm tng hiu qu sn xut, v d to ra thm mt chi tit nh

no rt ngn qu trnh lp rp.

C trnh cao trong sn xut.

C cc knh phn phi hiu qu.

Bt k chin lc chung no cng c nhng mo him n cha bn trong, v chin lc chi ph

thp cng khng phi l mt ngoi l. Ri ro c th xy ra khi i th cnh tranh cng c kh
nng h thp chi ph sn xut. Thm ch, vi s tr gip ca cng ngh hin i, i th cnh
tranh c th c nhng bt ph bt ng trong sn xut, xa i li th cnh tranh ca doanh nghip
ang dn u v chi ph. Ngoi ra, c mt s cng ty li theo ui chin lc tp trung vo cc th
trng hp, ni khng kh khn t c mc chi ph cn thp hn trong mng th trng
truyn thng ca h, t s cng to thnh mt nhm kim sot mng th phn ln hn gp
nhiu ln.
2. Chin lc c bit ha sn phm
y l chin lc pht trin sn phm hoc dch v ca doanh nghip sao cho sn phm hoc dch
v ny c c nhng c tnh c o v duy nht, c khch hng coi trng v nh gi cao
hn so vi sn phm ca cc hng cnh tranh. Gi tr gia tng nh tnh c o ca sn phm cho
php doanh nghip t ra mc gi cao hn m khng s b ngi mua ty chay. H hy vng rng
mc gi cao hn s khng ch cho php b p cc chi ph tng thm trong qu trnh cung cp
sn phm, m cn hn th na: nh cc c tnh khc bit ca sn phm, nu nh cung cp tng
gi th doanh nghip c th chuyn phn chnh lch sang cho khch hng, bi v khch hng
khng th d dng tm c cc sn phm tng t thay th.
Cc doanh nghip thnh cng trong chin lc c bit ha sn phm thng c cc th mnh sau:

Kh nng nghin cu v tip cn vi cc thnh tu khoa hc hng u.

Nhm nghin cu v pht trin sn phm (R&D) c k nng v tnh sng to cao.

Nhm bn hng tch cc vi kh nng truyn t cc sc mnh ca sn phm ti khch

hng mt cch thnh cng.

Danh ting v cht lng v kh nng i mi ca doanh nghip.

Nhng ri ro i lin vi chin lc c bit ha sn phm l kh nng b cc i th cnh tranh bt

chc, hay chnh nhng thay i trong th hiu ngi tiu dng. Ngoi ra, nhiu cng ty cn theo
ui chin lc tp trung c kh nng t c s c bit ha sn phm cao hn trong mng th
trng ca h.

3. Chin lc Tp trung
Chin lc tp trung hng ti mt mng th trng tng i hp, , doanh nghip c gng
ginh li th cnh tranh nh chi ph thp hoc c bit ha sn phm bng cch p dng l thuyt
nhu cu ca mt nhm c th c tha mn tt hn bng cch hon ton tp trung vo phc v
nhm .
Mt doanh nghip s dng chin lc tp trung thng gi c mc trung thnh ca khch
hng cao hn v lng trung thnh ny lm nn lng cc cng ty khc khin h mun, hoc khng
dm i u cnh tranh mt cch trc tip.
Nh ch ch trng n mt khu vc th trng hp, cc doanh nghip theo ui chin lc tp
trung ny c doanh s thp hn, v vy h khng chim c li th khi mc c vi cc nh cung
ng. Tuy nhin, cc doanh nghip theo ui chin lc tp trung c bit ha sn phm c th
chuyn cc chi ph cao hn m nh cung ng p t sang khch hng, v khch hng khng th
tm c cc sn phm thay th.
Cc doanh nghip thnh cng trong chin lc tp trung c th thay i cc u th pht trin
nhiu loi sn phm sao cho ph hp vi mng th trng nh m h nghin cu k v hiu
bit tng tn. Phi k n mt ri ro ca chin lc tp trung ny l kh nng b bt chc v
nhng thay i din ra th trng ch. Hn na, mt nh sn xut dn u v chi ph thp trong
th trng ln c th d dng thay i sn phm ca h cnh tranh trc tip vi doanh nghip
p dng chin lc tp trung. Nhng cng ty theo ui chin lc tp trung khc cng c th tn
cng vo mt s i tng trong th trng ch, lm mt i mt lng khch hng nht nh
trong th phn vn nh hp ca doanh nghip.
4. Kt hp cc chin lc chung
Cc chin lc chung ny khng phi lc no cng tng thch vi nhau. Nu mt doanh nghip
c gng hnh ng t c u th trn mi lnh vc, th kt qu l s khng t c u th
no. Chng hn, mt cng ty t lm mnh ni tri hn i th bng cch tung ra nhng sn
phm cht lng rt cao s phi chp nhn ri ro l gim cht lng hng ha ca mnh, nu cng
ty vn mun c gng l n v dn u v mc chi ph thp. Ngay c trong trng hp cht

lng sn phm khng gim, th cng ty vn v tnh to ra mt hnh nh khng nht qun trong
mt khch hng. V vy, Michael Porter lp lun rng thnh cng di hn, mi doanh nghip
cn phi chn duy nht mt trong s ba chin lc chung nu trn. Nu tham lam theo ui c 3
mc tiu, th cng ty s b lm vo tnh trng lng tng v khng ginh c li th cnh tranh.
Cng theo Porter, nhng doanh nghip c th thnh cng trong vic p dng nhiu chin lc
thng phi thnh lp cc n v kinh doanh ring bit, trong mi n v theo ui mt chin
lc. Bng cch tch ring chin lc cho cc n v khc nhau v chnh sch hay thm ch c
vn ha, mt doanh nghip c th gim bt ri ro b ri vo tr tr khng th pht trin.
Tuy nhin, cng c quan im cho rng theo ui mt chin lc duy nht khng phi l s la
chn ng n, v trong cng mt sn phm, khch hng thng tm kim s tha mn v nhiu
mt kt hp c cht lng, phong cch, s tin li v gi hp l. Trn thc t c nhng nh
sn xut ch trung thnh vi duy nht mt chin lc v ri chu l nng khi mt hng khc ra
nhp th trng vi sn phm c cht lng km hn nhng li tha mn nhu cu khch hng tt
hn v cc mt khc.
5. Chin lc chung trong bi cnh Nm Lc lng Cnh tranh
Cc chin lc chung ny c th c p dng bo v doanh nghip chng li cc lc lng
cnh tranh. Di y l so snh c im ca cc chin lc chung trong bi cnh mi trng
gm nm lc lng cnh tranh.
Nm Lc CC CHIN LC CHUNG
lng Cnh Dn u v chi ph
C bit ha sn phm
tranh

Tp trung

Cc ro cn Kh nng gim gi trLng trung thnh ca khchVic tp trung to ra

gia nhp
a nhm ngn cc cnghng c th lm nn ch cctnh chuyn nghip ca
ty mi gia nhp
cng ty mi gia nhp
cn
Sc mnh Kh nng cho gi thpCc khch hng ln c t liCc khch hng ln c
khch hng vi cc khch hng mnh th trong m phn hn, vt li th m phn hn
ty c tc
h khng tm ra hng hav c t s la chn
dng nh
thay th
mt ro cn
gia nhp

Sc mnh C kh nng bo v ttD dng chuyn phn tngC v th yu trong

ngi cung hn trc nhng nhgi ca nh cung ng sangm phn vi nh cung
ng
cung ng mnh
cho khch hng
ng, v cng ty c sn
lng thp; song doanh
nghip th

Nguy
c C th s dng gi thpKhch hng tr nn gn b gim nguy c b
Thay tho bo v sn phm cavi cc c tnh khc bitthay th
ui chin mnh khi b thay th
ca sn phm, n
lc
tp
Cc sn phm mang t
trung-c
bit ha sn
phm c th
chuyn
phn chi ph
cao hn
cho khch
hng.
Mc
C kh nng cnh tranhS trung thnh vi snCc i th cnh tranh
Cnh
v gi c tt hn
phm ca khch hng gipkhng th p ng
tranhnh
cng ty khng b mt khchc cc nhu cu khch
chuyn mn
hng vo tay i th cnhhng nh cng ty theo
ha cao v
tranh
ui chin lc tp
tnh
vt
trung-c bit ha sn
tri bo v
phm
cng
ty
trc kh
nng b thay
th

(Tng hp t Internet)

T chc s kin 10 b quyt thnh cng

Trung bnh hng nm cc doanh nghip chi hn 20 t USD cho vic qung b sn phm v 15 t USD
vo hot ng t chc cc s kin khc nhau nh hi ngh khch hng, gii thiu v trng by sn
phm... Tuy nhin, hu ht nhng ngi lm cng tc tip th u khng thc c mt cch r
rng u l li ch m khon u t mang li.
Trn thc t, vic kt hp gia mt k hoch chu o, s nh gi cc khon u t vi mc tiu chin
lc chnh l gi tr ln nht m khon u t ny mang li cho doanh nghip. Trc ht, bn cn phi
xem xt nhng nguyn tc c bn c nh hng quyt nh n s thnh cng ca hot ng t chc
s kin, c trnh by mt cch c ng trong 10 nguyn tc nh sau :
1. T chc s kin l kt hp gia Bn hng v Hot ng tip th.
T chc s kin l s phi hp n gia cc yu t: hot ng bn hng, qun l thng tin khch
hng, quan h cng chng, nghin cu th trng, xy dng nhn hiu v thm nhp th trng. Trn
thc t, trong lnh vc tip th, t chc s kin rt gn vi hot ng bn hng ca cng ty. C th ni,
n cng na n nh vic bn hng km theo mt mu qung co v mt chin dch PR. Nu hiu hot
ng t chc s kin ch n gin l bn hng hoc tip th th chng ta b st nhng yu t
quan trng khc ca n.
2. T chc s kin phi l mt thnh phn khng th thiu trong chin lc tip th hn hp.
Hy xem vic t chc s kin l mt phn ca chin lc a sn phm ra th trng, bi v nu ch
c xem nh mt hot ng ph b sung vo chin lc tip th ca cng ty v mi nm ch lm
cho c, n s nhanh chng tr thnh mt khon chi thay v l vn u t. Do vy, doanh nghip cn
xem xt chin lc tip th hn hp m cng ty thc hin hng nm iu chnh hot ng t chc
s kin ny sao cho c th mang li hiu qu cao nht. Nhng bn cng ng qun mt iu: t chc
s kin khng phi lc no cng l mt lc y cn thit v ph hp vi mc tiu kinh doanh ca
cng ty.
3. Xc nh i tng khch hng mc tiu.
Mc thnh cng ca mt s kin c nh gi thng qua s lng v gi tr ca nhng khch
hng m s kin thu ht c, k c nhng khch hng tim nng. i vi mt cuc trin lm
thng mi, cho d quy m ca n c tm c n u, bt k bn ra sc to n tng nh th no, n
cng s tr thnh v ngha nu xc nh sai i tng khch hng mc tiu. Do , khi chun b t
chc mt s kin, bn hy ln k hoch chi tit cho nhng hot ng ca mnh nhm thu ht ng i
tng khch hng cn hng n, ng thi hn ch nhng i tng khng c nhiu tim nng
chng ta c th lm vic tp trung v hiu qu hn. Bn cn phi bit r khch hng ca mnh l ai v
nhng thng ip g bn mun truyn ti n h.
4. t mc tiu c th.
K hoch v ngn sch l nhng cn c chng ta nh gi hiu qu cng vic. Lnh vc t chc s
kin thng khng c ch trng v u t ng mc, v th kh m cn o c nhng kt qu
m hot ng ny mang li cho danh ting ca cng ty, nu khng t ra trc nhng mc tiu cn

hng n. t ra mc tiu cho hot ng t chc s kin l mt cng vic khng h n gin nhng
rt cn thit, v chng ta cn phi nh gi c hiu qu cng vic sp tin hnh.
5. T chc s kin khng phi l mt cng c tip th a nng.
Chng hn, mt cuc trin lm hng h s khng my hiu qu trong vic khuch trng danh ting
ca cng ty. Nu mc tiu ca bn ch gi gn trong vic xy dng mt danh sch khch hng c th
lin lc vi h thng xuyn, th cc cuc trin lm nh th l mt cch lm va tn km, va ph
trng. C nhng la chn khc thuyt phc hn trong s nhng cng c tip th m khng phi nh
s tr gip ca b phn t chc s kin. Do , khng c g ng ngi nu i th cnh tranh dnh ra
nhiu ngn sch hn, u t nhiu hn cho hot ng t chc s kin so vi cng ty ca bn. Bn
chc chn s t c nhng kt qu tt hn h nh vo nhng s kin tp trung, c mc ch c th
vi ngn sch va phi.
6. Vi mt chng trnh tip th ko di nhiu thng lin, s kin thng mi ch cn din ra
trong mt vi ngy.
T chc s kin ch l mt phn rt nh trong tn b chin lc tip th v qung b cho doanh
nghip. Mt s cng ty ngh rng h cn ko di thi gian t chc hoc tham gia cc cuc trin lm
thng mi. Hy lun nh rng, chng ta ang qun l mt chin dch tip th tn din, trong s
kin thng mi ch l mt phn cng vic phi c thc hin m thi.
7. Qung b s kin.
Khng th ch da vo vic iu hnh, thc hin mt cuc trin lm sn phm m doanh nghip c th
nm bt c tt c cc c hi tim nng. Qu trnh qung b trc khi t chc s kin c th ni l
vic cn thit v quan trng nht ca hot ng tip th hin i, nh doanh nghip c th xc nh
c i tng khch hng mc tiu v thu ht h tham gia. i vi nhng s kin thng mi c s
gp mt ca nhiu cng ty khc nhau, bn cng cn phi t chc hot ng xc tin v qung b rng
ri nhm tranh th s u tin quan tm ca nhng khch hng tham d.
8. Thit lp v theo st cc mi lin h.
Nu trin lm thng mi ang din ra, bn hy dn ht s tp trung vo cht lng, thay v s
lng cc ln gp g khch hng. Sau khi kt thc mt s kin thng mi nh th, bn phi theo st
cc mi lin h to dng c c th to ra li nhun thc s cho cng ty. Vic ny l c mt
qu trnh i hi s tp trung v kin nhn. ng tip tc, nu cng ty ca bn cha chun b k hoch
qun l nhng mi lin h . Hy lm vic ny trc khi quyt nh b vn u t vo vic t
chc mt s kin khc.
9. Nhn lc l yu t quan trng.
Nu nh cc s kin thng mi l phng tin qung b trc tip, th yu t t c mc tiu
qung b chnh l ch th tham gia c hai pha: ngi c truyn ti v ngi thc hin vic truyn
ti thng tin. Thnh cng s nm vic xc nh ng i tng khch hng v thuyt phc h hng
ng bn trong s kin thng mi . ng thi, vic tuyn chn, hun luyn v to ng lc tt cho
i ng nhn vin c th giao tip vi i tng khch hng mc tiu ny cng khng km phn
quan trng.
10. S kin thng mi phi phc v cho mc tiu kinh doanh.
ng qu ch trng vo cc tiu tit m b qun mc tiu chnh. T chc thc hin mt s kin
thng mi l mt hot ng cc k phc tp: n phi va l mt cuc trin lm hng h hp dn, thu
ht, va phi to c tinh thn hiu khch, ng thi bo m cc yu t hu cn cng nh v s

nhng cng vic lt vt khc.Tuy nhin, cng ch l mt yu t, mt thnh phn trong tn b chin
lc tip th, l phng tin hng n mc ch cui cng v chu s chi phi ca tn b chin
lc.

Thit k bao b biu tng - mu bao b c trng cho mt thng hiu

T Icon c xut x t La m. ThI , mt s ho s y c o to v lI cc bc
tranh tn gio lm sao d bt c ni u, nhng bc tranh ny u to cho ngI
xem nhng tnh cm nh nhau. Marketing hin I cng ang c gng lm mt cng vic
tng t.
Sau nhiu nm lm ngh thit k, ti nhn ra rng bao b ngy cng ng vai tr quan
trng trong s thnh cng ca cc chin lc maketing. Nhng nh sn xut hng tiu
dng lun c gng to mt mI lin kt vI khch hng mc tiu bng cch to mt
phong cch hay hnh nh cho thng hiu ca mnh m khch hng c th ngay lp tc
nhn ra v c sc ht mnh I vI khch hng. iu ny l cc k quan trng cho cc
thng hiu cao cp v hnh nh c trng s to ra thnh cng cho cc thng hiu ny.
Trong trng hp ny, bao b khng ch ni ln nh v ca sn phm. Mt mu bao b
thnh cng s to nn tnh cm t ngI tiu dng; n to ra mt n tng gip ngI
xem lin tng ngay n thng hiu. Bao b gn lin vI thng hiu thng qua s kt
hp gia vt liu, kiu dng, thit k ho, theo cch gI ca cng ty AGI/Klearfold l
Iconic Packaging
T Icon c xut x t La m. ThI , mt s ho s y c o to v lI cc bc
tranh tn gio lm sao d bt c ni u, nhng bc tranh ny u to cho ngI
xem nhng tnh cm nh nhau. Marketing hin I cng ang c gng lm mt cng vic
tng t. Hin tI, c mt s biu tng nh vy, v d nh nhng ln sng trn bao b
ca Cocacola, con th trn ba tp ch Playboy. Chng u ngay lp tc gip khch hng
nhn ra thng hiu cho d khng c mt ch thuyt minh no. Gn y hn, H&R
Block cng c gn lm iu tng t vI biu tng hnh cu mu xanh.
Mt trong nhng v d tiu biu khc trong ngnh bao b l sn phm Leggs c bao b
ging hnh v trng. Nhng v d khc l Animal Crackers, ko the hiu Tic-Tac, v gn
y hn, l mu chai nc tri cy c o ca POM Wonderful. tt c nhng mu bao b
ny u kt hp ho, hnh dng, v kch thc to ra phong cch ca sn phm. d
bn i bt c ni no trn th giI, bn cng s nhn ra nhng sn phm ny, d ngn
ng hay vn ho c khc nhau, v cm gic khi s dng vn rt ging nhau.
Tnh biu tng ca bao b ph (Iconic secondary packaging) chnh xc l iu m Jenn
ngh trong u khi c nh tung ra dng sn phm ru cao cp vI ci tn Cocktails by
Jenn. Dng sn phm ny gm nhng cocktail thI thng ngy nay (nh Cosmopolitan,
Lemon Drop, Tropical Blue Lagoon, v Appletini), v c qung co nhm n nhng
khch hng n snh iu. Nhng loI cocktail ny s c bn theo nhng n v gm 4
hp nh 100 ml (hoc 4 hp cng loI hay khc loI). Ngay t u, khi hp tc vI
AGI/Klearfold, cng ty tp trung vo mu bao b ph nh l mt yu t c bn trong
qu trnh hnh thnh nn thng hiu, kt nI vI khch hng mc tiu, v s hnh thnh
kh nng nhn bit sn phm ca cng chng.

V din mo, nhng bao b ph ny phI snh iu, nh gn, d mang theo, c th ti
ch, v trong sut hoc bn trong sut c th ph ra nhng mu sc sinh ng ca
cocktail cha bn trong. V, d nhin, bao b phI c hiu qu v chi ph v phI kp cho
t giI thiu sn phm vo thng 10 nm 2004.
chun b cho dng sn phm Cocktails by Jenn ra I v tho mn nhng yu cu v
bao b biu tng ca cng ty, chng ti ngh dng mu bao b trong InSight ca
AGI/Klearfold. Mu ny kt hp in trc tip ln thnh hp plastic v gc cnh u c
thit k c bit to ra hnh dng c bit. tit kim chi ph sn xut v thI gian,
chng ti thit k hp theo khun hnh oval m chng ti ang c sn.
at c chc chn v tnh trong sut cn thit theo yu cu, chng ti phI dng
Zylar, mt loI styrene acrylic coplolymer. Vic khun chnh xc gip chng ti to ra
kiu dng c o ca loi hp InSight. Nhng vt ct y hp nhm to ra nhng mu
gip lin kt thn v y mt cch chc chn. Nhng vt ct trn nh hp gip to ra
nhng np c th c m ra d dng bng tay. iu ny cng gip cc hp ny c th
ti s dng c.
V ngoi c lm t mt loI PVC c to mt mu nn m o cho nhng hp
cocktail bn trong. Trn hp cn c trang tr in n bng mc trong to nhng gam
mu khc nhau cho nhng loI cocktail khc nhau, v nhng mu biu tng tn thI cho
ngI ph n hin I nh my bay, nhn kim cng, in thoI di ng cng c in
trong sut hnh in c nI r. Trn hp cn c thit k nhiu quai khc hng c
th d dng di chuyn. Trn cc quai ny cn c nh thm nhng tm th c in chm
biu tng ca hng ho khin cho sn phm cng d c nhn ra.
T nhng mu sc d phn bit tI nhng biu tng sng ng ca ph n hin I
c in trn hp trong v hp ngoi, loI bao b ny khin khch hng mc tiu lin
tng ngay n sn phm ca cng ty. Mt tm nhn r rng v marketing cng vI mt
lot nhng mu m cho php chng ti quan tm n nhng chi tit nh nht to ra
mt biu tng hon ho cho sn phm

Mi bc nhn c thng tin phn hi

Bc 1. i thng vo vn .

Mc ch bui gp ca chng ta l....

Ti yu cu anh/ch n y bn v.....
Ti mun tho lun mt cht cng anh/ch....
Bc 2. Nu ln l do ca cuc trao i ny.

Ti rt quan tm n vn ....
Vic xy ra ......

Bc 3. Trnh by v nhng iu m bn bit.

Ti thy.....
Khi nghe c chuyn ny, ti tm hiu v vn theo......
Bc 4. M t cc hu qu ca cc hnh vi ny.

Nu iu ny tip tc din ra, th.............

Nu nhn nhn iu ny di gc l khch hng, th.....
Bc 5. Trnh by cc quan im ca bn v vn

Ti rt quan tm n kha cnh.....

Ti hon ton khng ngh rng iu ny ng.....
Ti cm thy lo ngi khi vn cn nhng sai st....
Bc 6. Tch cc tm hiu cu chuyn t kha cnh ca ngi i thoi

Ti trnh by nhng iu m mnh bit, cn quan im ca anh/ch....

l cch nhn nhn s vic ca anh/ch.....
OK, tip theo anh/ch s lm g?
Bc 7. Hy t cng nhiu cu hi cng tt bn c th hiu c tnh hnh t cch
nhn ca ngi i thoi .

Lm sao anh/ch bit c....

V iu g xy ra tip theo?
Nu anh/ch lm iu , ti sao li khng...
Bc 8. Quyt nh nhng bin php c th cn thc hin, v khi no th thng bo v
iu ny.

Ti ngh rng anh/ch cn phi....

Trong bui gp tip theo, theo nh im 4 ca lch lm vic, anh/ch s phi....
Bc 9. Tng kt li ni dung ca bui ni chuyn.

Tm li, anh/ch s phi.....v ti s phi......

Bc 10. Cc bc tip theo.

Ti s lin lc vi anh/ch ln sau ..............

Vn bo lc v chnh sch ngn nga bo lc ti ni lm vic

Khng khoan nhng bo lc
Chnh sch ca cng ty l khng khoan nhng nn bo lc. Nu bn hm da ngI
khc hoc c bt c hnh vi bo lc no ni lm vic, cng ty s chm dt hp
ng lm vic ca bn ngay. Cng ty cng khng chp nhn nhn vin trao I
hoc a gin vI nhau v vn bo lc.

Bo lc bao gm vic lm tn thng thn th ngI khc, x y ngI khc mt

cch th bo, quy rI, hm da, p buc, ph trng v kh, hoc trao I vI ngI
khc nhng vic c lin quan n nhng hnh vi ni trn. l ngha ca chnh sch
khng khoan nhng bo lc, nhm m bo rng mI I tng c lin quan n hot
ng ca doanh nghip- bao gm c nhn vin ln khch hng- khng bao gi cm
thy b e da bI hnh ng hoc cch hnh x ca bt c nhn vin no khc.

Bin php m bo an ton ni lm vic

Nhm n lc thc hin nhng cam kt ni trn, m bo an ton cho nhn vin v
khch hng v khch ving thm, cng ty ra mt s nguyn tc c bn sau y:

Hn ch nhng ngI khng c l do chnh ng vo cng ty.

Tt c nhn vin v xe c ca nhn vin mun vo cng ty phI xut trnh th do

cng ty cp pht.

Khch n cng ty v xe c ca khch mun vo cng ty phI c ng k v

xut trnh giy t chng minh.

Cm tt c cc loI v kh
Cng ty nghim cm nhn vin mang theo v kh khi n ni lm vic, d l vic gi
trong ngI hay vn chuyn v kh trn xe u bi u xe, khng phn bit l bi u
xe chung hay ring. Nhn vin cng khng c php mang theo v kh trong khi thc
hin cng vic bn ngoi cng ty.
V kh bao gm cc loI sng, dao, cht n, v nhng vt c kh nng st thng khc.
Bt c nhn vin no vi pham nhng quy nh ni trn, ty mc c th s b x l k
lut v c th b chm dt hp ng lm vic.

Kim tra
Bn lm vic, in thoI, my vi tnh l ti sn ca cng ty. Chng ti c quyn kim tra
khu vc bn lm vic, k c bn lm vic v ch a vi tnh. Vic kim tra
ny c th c bo trc hoc khng bo trc.

My fax, my photo, h thng th tn in t ch c s dng cho cng vic, khng

phc v cho mc ch c nhn. Nu cp qun l chp thun, nhng cuc trao I qua
in thoI c th b kim sot v nI dung trn hp th thoI s c nghe lI trong qu
trnh kim sot cc dch v I vI khch hng.
Nu pht hin bt c cuc trao I hoc e-mail c nhn no ca bn c e da I
vI ngI khc trong qu trnh kim tra, cng ty s c l do chnh ng chm dt
hp ng lm vic vI bn.
Bo co v nn bo lc
MI ngI u c trch nhim bo co cc vn bo lc tI ni lm vic. Hy bo co
iu m bn cho rng ng nghip khc ang gp rc ri. V tr ca bn thun tin hn
cp qun l do bn c th bit c iu g ang xy ra vI nhng ng nghip khc
cng lm vic.
Cng ty khuyn khch bn bo co mI s vic lin quan n s vi phm chnh sch
chng bo lc nhm to ra v duy tr mt mi trng lm vic thoI mi cho tt c mI
thnh vin. Hy trnh by nhng vn lm bn bn tm cho cp trn trc tip ca bn.
Tt c cc vn m bn bo co s c xc minh v bo mt thng tin.
(Nhng nI dung dI y thng c p dng I vI cc cng ty c quy m ln v
ng nhn vin. Tuy nhin, chng cng c th c p dng cho cc cng ty khc nu
c).
Cc chng trnh o to
L mt phn trong cam kt ngn nga bo lc tI ni lm vic, cng ty xy dng cc
chng trnh o to cho tt c nhn vin. Vic o to ny nh mt nI dung ca

chng trnh hng dn hI nhp, sau bn s c n tp hng nm ng vo

thng m bn gia nhp cng ty.
Lu rng vic o to ni trn l bt buc v s c im danh. Nu bn khng tham
d kha o to hoc hc tp khng nghim tc, bn s b tm thI nh ch vic tr
lng cho n khi no hon thnh chng trnh o to.
Cung cp kin thc cn thit
Nhm mc ch ngy cng hon thin mi trng lm vic, cng ty khuyn khch nhn
vin v cp qun l trc tip tham gia vo cc kha hc phI hp lm vic tt hn,
bao gm kin thc giao tip, giI quyt vn , xy dng cc mI quan h lm vic tt
p, qun l tm trng cng thng v cc ch tng t khc c lin quan. Phng
o to ca cng ty s h tr vic cung cp cc kha o to v nhng trng hp
chnh ng s c cng ty h tr nhn vin tham d cc kha o to bn ngoi.
Chong trnh h tr nhn vin
Cng ty cung cp chng trnh h tr nhn vin I vI c nhng ngI lm vic ton
thI gian v bn thI gian. Chng trnh ny cung cp cc dch v cho nhn vin v
nhng ngI c cng nhn chnh thc l sng ph thuc vo nhng nhn vin ny.
Chng ti ch tip nhn cc bo co nh k hoc in thoI gi n c nI dung lin
quan n s lng v cc hnh thc tm hiu chng trnh, v khng tip nhn cc
thng tin c tnh cht lin lc c nhn vI chng trnh.
Cng ty khuyn khch bn s dng cc dch v ca chng trnh bt c lc no bn
cm thy c nhu cu a ra nhng hng dn cch giI quyt nhng kh khn trong
cuc sng. Nu bn gp phI nhng kh khn lin quan n ru v thuc phin,
chng trnh s cung cp cc thng tin cn thit gip bn x l. Chng ti s bo
mt cc thng tin c lin quan n vn m bn cn chong trnh tr gip.
Nhm ngn nga bo lc
Chng ti thnh lp mt nhm ngn nga bo lc nhm xy dng v thc hin
chng trnh ngn nga bo lc ni lm vic. Nhim v ca nhm l x l hu qu ca
nhng v bo lc xy ra tI cng ty, tr gip cho nhn vin v chuyn thng tin n cc
phng tin truyn thng I chng. Bn cnh , nhm cn tin hnh cc bc cn
thit hI phc hoc tip tc cng vic. Chng ti tin rng mt phng php rn luyn
thc t chc k lut c tin hnh t nhiu mt l cch ph hp nht x l nn

bo lc ni cng s.
Nu bn c ngh g v cch thc cI tin cng tc an ton v an ninh ni lm vic,
hy chuyn cho mt thnh vin trong nhm ngn nga bo lc hoc cho vo hp th
ca nhm.
Qun l s vic
Khi xy ra nhng s vic quan trng, nh hng hoc kh nng c th nh hng v
mt tinh thn ca n chc chn l khng nh I vI nhn vin trong cng ty. Chng ti
s cung cp dch v t vn ban u cho nhn vin v nhng ngI thn trong gia nh
ca h.
Khi thI k khng hong qua i v h thng h tr tp trung cho vic h tr cho cc
nhn vin chu nh hng nng n v su sc nht, cng ty s dn mI n lc phc
hI lI hot ng bnh thng. Chng ti s thng bo trc tip n nhn vin, khch
hng, c ng, v nhng I tng khc lun quan tm n tnh hnh kinh doanh ca
cng ty ngay khi c th. Trong trng hp c mt s ni khng th lin lc c trc
tip, cng ty s tm mI cch thng tin qua cc phng tin truyn thng I chng
v cc phng tin khc c sn.

5 cng c xy dng thung hiu

Xy dng mt thung hiu mnh, ngoi vic xy dng v thc hin mt chin luc qung
b hiu qu, bn ng qun s dng ti a 5 cng c khc l: logo, hnh tung, khu
hiu, nhc hiu, bao b.
Khng t tn c du
Tn ca nhn hiu sn phm l yu t u tin v quan trng nht to nn kh nng nhn
bit, gi nh, phn bit v nh hung cho khch hng tm n mua v s dng sn phm
ca cng ty. Tn gi ca mt thung hiu cn phi p ng uc nhng yu t nhu n
gin, d nh, d c v mang tnh quc t do vy tn gi khng nn c du ca a
phung c th pht m d dng qua mi th ting.
Logo d lin tung sn phm. Logo uc th hin qua hnh v, hoa vn, kiu ch hoc
mt du hiu c bit to s nhn bit qua mt nhn ca khch hng. Logo cn phi
to uc s khc bit, d nhn bit v phn bit vi cc logo khc, c kh nng lm cho
ngui xem nh n n v lin tung n sn phm ca cng ty. Logo cn uc thit k
n gin d ti to chnh xc trn cc hnh thc in n, bng hiu, bng rn, biu tung

khc nhau. Khc vi tn gi ca nhn hiu, logo c th uc thay i theo thi gian
ph hp hn vi thi i.
Hnh tung to thin cm
Hnh tung ca mt nhn hiu l cch s dng mt nhn vt hoc con vt no (con nai
ca Vnh Tin, su t ca nuc tng lc ung Qung Ngi) din t tnh cch ring bit
ca nhn hiu. Hnh tung ca nhn hiu c th l ngui tht, vt tht (ch h Mc
Donald, ng th sa cha ca my git Maytag, anh chng Sony) hoc l mt hnh v
(con su t ca kem Wall, ch b Bino). Hnh tung ca nhn hiu thung uc s dng
nhiu trong cc chung trnh qung co v khuyn mi hoc trong cc hot ng gii
thiu sn phm mi to ch , sinh ng, gi nh, v to s khc bit. Mc tiu s
dng hnh tung nhn hiu thung l to thin cm ca khch hng i vi nhn hiu
qua tnh cch gn gi ca ngui tht, vt tht hoc tnh cch d thung, th v ca nhn
vt hot hnh.
ng chn nhng khu hiu chung chung
Khu hiu l mt li vn ngn gn din t c ng v li ch sn phm v gi nh. Khu
hiu phi lt t uc ci tinh ty ca nhn hiu v sn phm v mang tnh c trung cho
loi sn phm . Mt li thung vp ca cc cu khu hiu l rt tng qut nhu "cht
lung cao, phc v tt, gi c phi chng, s dng hiu qu". Nhng cu khu hiu loi
ny khng lt t uc c tnh v li ch ring bit ca sn phm, khng to uc s khc
bit v t vo loi sn phm no cng ng; dn ti kt qu l khch hng s khng ch
v khng nh ti nhn hiu khi nghe nhng cu khu hiu loi ny.
Nhc hiu ngn, d nh
Nhc hiu l mt on nhc hoc mt bi ht ngn d nh, d lp li, uc sng tc da
trn gi tr ct li ca nhn hiu v sn phm. Nhc hiu thung mang giai iu nhanh
hoc chm, vui tui hoc trang trng ty thuc vo tnh cch ca nhn hiu v sn phm.
Nu l sn phm dnh cho tr em th iu nhc cn vui tui sinh ng, nu l sn phm
lm p dnh cho phi n th nhc iu cn nh nhng, quyn r. Nhc hiu thung in
su vo tr nh ca khch hng rt lu nu uc nghe thung xuyn trong mt giai on.
Nhc hiu thung kh i hn cc yu t khc trong thung hiu nn cn phi uc chn
la k cng.
Bao b ni bt
Bao b uc thit k cn t nhng tiu chun nhu to nhn bit cho nhn hiu qua hnh
thc, mu sc, thit k, kiu dng. Bao b phi cung cp nhng thng tin cn thit v
thuyt phc v li ch ca sn phm cng nhu cch thc s dng v to s tin li cho
vic di chuyn v bo v sn phm khng b hu hi.
Bao b cn to tin li cho khch hng khi s dng sn phm nhu d m, d ng, d
cm, d ct, d ly sn phm ra.
Ngoi nhng tiu chun v k thut, bao b sn phm cn c mt thit k ni bt c th
uc khch hng nhn bit nhanh khi cng uc trung by trn mt v tr vi cc sn

phm ca i th cnh tranh. iu ny c th uc thc hin qua hnh dng, kch thuc
hoc mu sc, hnh nh bt mt ca bao b.
c mt nhn hiu uc nhn bit nhanh, rng ri v tr thnh quen thuc i vi
khch hng, nhng yu t trn cn phi uc xy dng mt cch ng b da trn ga tr
v tnh cch ct li ca nhn hiu uc nh hung qua vic xy dng mt chin luc
nhn hiu.

5 nguyn tc ti cu trc ca 3M
3 nm trc, cng ty 3M, mt trong nhng cng ty M lc vn ang n nn lm ra vi
hn 60 ngn mt hng khc nhau, quyt nh thay i hn cch thc kinh doanh.
i ng cn b qun l mi, ng u l Tng Gim c James Macnerney quyt nh
a vo p dng hng lot nguyn tc mi. Cch y khng lu Macnerney, va c to
ch Industry Week bnh chn l Gim c s mt ca nm 2003 cho bit, d cho nguyn
tc no c p dng th quan trng hn c vn l nguyn tc phi c p dng
chung cho ton th cng ty v phi ngm vo n tng nhn vin.
n cui nm 2004, bt k nhn vin no ca 3M cng u phi nm vng 5 nguyn tc
trong trit l ca Cng ty, m u tin l phng php 6 Sigma.
"Sigma" l mt ch ci Hy lp c dng trong thng k ch nhng trng hp khng
t tiu chun. Phng php 6sigma cho php xc nh v kim sot cht lng sn phm
hoc c mt quy trnh. C th ly mt v d n gin sau: mt cng ty cn phi a bnh
pizza n cho khch vo mt thi gian nh, nu cng ty thc hin c vic trong
68% trng hp, ngha l cng ty t c mc 2 Sigma.
Nu thc hin c iu ny trong 93% trng hp, tc l cng ty t c mc 3
Sigma. Mc 6 Sigma tng ng vi vic cng ty giao bnh c ng gi trong
99,9997% trng hp.
Cng ty cng ln th vic gim thiu s lng ph phm cng quan trng hn v khi
khch hng nhiu th ch 1% s khch khng hi lng l 1 con s rt ln. Chng hn,
nu cng ty sn xut 1 triu t v ch t mc 3 Sigma, ngha l s c ti 66800 (!) s
xe xut xng c s c.
5 nguyn tc ti cu trc ca 3M:
Nguyn tc th nht: 6 Sigma
Vic thng k v phn tch d liu cho php kim sot cht lng sn phm v cc quy
trnh sn xut. Mc ch chnh ca 6 Sigma l:

- Gim chi ph v tng hiu sut

- Gii phng c ngun ti chnh
- Tng trng kinh doanh
Nguyn tc th hai: xc tin (acceleration), hay cn gi l quy tc 2x3x
Cn phi tng gp i s lng tng mi v tng gp 3 tc a sn phm mi ra th
trng. Mi d n gi y u c nh gi t gc kt qu u t. Cc chng trnh
nghin cu c trin vng hn s c u t nhiu tin hn.
Nguyn tc th ba: Lm vic hiu qu vi cc nh cung ng (Global Sourcing
Effectiveness)
Cn pht trin k nng thng thuyt v tng tc vi cc nh cung ng. Mc ch l
lun c s la chn gia cc nh cung ng khc nhau. C th gip cc nh cung ng
thit lp cng vic theo phng php 6 Sigma.
Nguyn tc th t: Tng nng sut nh cc h thng in t (eProductivity)
u tin, 3M nhn din vn nh phng php 6 Sigma, sau s dng cc cng c
in t t chc quy trnh theo cung cch mi. Ngoi ra, tt cc cc cng c in t - t
o to trc tuyn n h thng t hng thng nht cho ton cng ty - u c mc tiu l
nng cao nng sut ca cng ty.
Nguyn tc th nm: Kim sot nhng chi ph gin tip (Indirect Costs Control)
Gim nhng chi ph khng lin quan trc tip n sn phm hoc dch v.
Lch s ng dng 6 Sigma
3M khng phi cng ty u tin p dng phng php 6 Sigma. Cng ty Motorola tng
s dng phng php ny nng cao cht lng sn phm v trong thi gian ngn
t c thnh qu ln, thm ch ginh gii thng cho cht lng sn phm.
Allied Signal p dng 6 Sigma khng ch kim sot qu trnh sn xut, m cn
a sn phm mi ra th trng. Nh p dng 6 Sigma m giai on t lc thit k
tucbin my bay n khi qua kim tra cht lng c rt ngn t 42 tun xung cn
33 tun.
Tuy nhin, ng dng 6 Sigma bi bn nht phi k n General Electric, cng ty s
dng phng php ny trong hu ht cc lnh vc kinh doanh ca mnh t khu to mu
n kim sot ti khon khch hng. Nh phng php ny m GE "kim thm" c
2 t la trong nm 1999.
Chnh trong thi gian lm vic ti GE, Macnerney hc c phng php ny v sau
n em ng dng n vo 3M.

ng dng mi ca phng php 6 Sigma

3M ang ha hn s a phng php 6 Sigma ln mt tm mi bi n s l cng ty
u tin p dng phng php ny vo lnh vc tng trng doanh nghip, trong c
khu lm vic vi khch hng.
Mi y, mt trong nhng cng ty con ca 3M mun tng doanh s bn hng trong ngnh
cng nghip nng lng sau khi phn tch cc d liu cng b mt kt qu bt ng:
vic tng doanh s khng ph thuc vo gi c v qu trnh th nghim t hng th
im, m ph thuc ch yu vo quan h c nhn.
Nu i din bn hng ca 3M gp g vi khch hng tim nng qu 3 ln th nht nh
cng ty s nhn c n t hng. L d nhin, kinh nghim ny c th p dng trong
nhng lnh vc khc v bt c th trng no.
h c gi thnh sn xut cho sn phm ca mnh, 3M tm n nhng nh cung
ng ti cc th trng ang pht trin. Bn cnh , khi mua nguyn liu, cng ty cn c
gng gom cc chi nhnh ca cng ty cc vng khc nhau c nhn cc u i v
gi. 3M cng c gng ng b ha nhng chi tit sn phm trong trng hp khng c
nhng khc bit ln c th mua chng qua cng mt nh cung ng v c c gim
gi ng k.
Bn cht ca vic o to khng nm ch p dng cc cng c in t, m ch xem
li vai tr ca chng bng phng php 6 Sigma. Chng hn, i ng ca Macnerney
xc nh c nm 2000, cng ty tn hn 1009 triu la cho 450 d n IT, song ch
c 60% d n l tht s c tc dng.
V vy, gi y cng ty quyt nh ch u t cho cc d n c kh nng ha vn sau
mun nht l 1 nm. Cng ty cng c gng t ng ha quy trnh t hng, t kim tra
kh nng tn dng ca khch cho n vic vit phiu thanh ton v tr li cu hi ca
khch hng.
Va qua, 3M p dng phng php 6 Sigma gip mt khch hng ca mnh l mt
mng li siu th M tng li nhun ca b phn bn hng gia dng. Mt chuyn vin
v 6 Sigma ca 3M ph trch d n ny xut loi b khi danh sch hng mt lot
tn hng, s cn li c xp theo th t tng hoc gim dn s quan tm ca khch
hng.
Nh vy, mng li siu th ny tng c gp i doanh s trn mi mt vung, v
3M cng c li v tng c doanh s bn cho khch hng ny.
3M trc v sau ti cu trc
Trc khi ti cu trc, 3M c ti 40 chi nhnh v 60 vn phng i din trn ton cu,
vic ci tin cng vic thng do cc b phn, chi nhnh thc hin n l bi iu kin

khng cho php cc chi nhnh khp ni chia s kinh nghim vi nhau. H thng ph
duyt phc tp (thng l tng mi c gi n tr s chnh ca cng ty t ti Saint
Paul, v t mi gi i cc nc khc) cng vi qu trnh ph duyt ko di, khin cho
mi xut ci tin sn phm n khi a vo thc hin c th thay i hn so vi
ban u.
Gi y, vi mt cu trc r rng c khoanh vng theo lnh vc kinh doanh, vi mt
c s d liu v 6 Sigma thng nht c trang b h thng tm kim cho php s dng
nhng gii php c sn m khng phi "ch to li xe p", mt trung tm th nghim vi
hn 600 nh nghin cu, mt h thng a ra quyt nh linh hot, cho php cc chi
nhnh ti cc khu vc ton quyn quyt nh v nhng sn phm c sn xut v tiu
th ti th trng nc s ti, 3M tr thnh mt tp on d qun l, tun th theo
nhng nguyn tc chung.
Nh cuc ti cu trc kht khe ny, cng ty tit kim c 400 triu la trong nm
2003. Vic tin hnh ti cu trc gip 3M khng ch vt qua giai on suy thoi kinh
t ton cu m cn cng c v th ca mnh trn mt lat cc th trng

6 k nng gii quyt vn

L mt nh qun l, hng ngy bn phi tip cn v x l v vn nhng vn trong
cng vic, trong gia nh v ngoi x hi. C bao gi bn thy mt mi v b stress v c
phi gp nhng vn lp i lp li, t nhng v vic n gin n phc tp?
Tnh th khn trng c th khin nh qun l a ra nhng quyt nh thiu sng sut.
Nu bn v ang trong hon cnh va nu, th n lc bn phi nhn li mnh v
hy trang b cho mnh k nng gii quyt vn cn thit ca mt nh qun l.
Nhm gip nh qun l tho g vn ny, chng ti xin gii thiu 6 bc cn bn trong
vic gii quyt vn di y.
Nhn ra vn . Trc khi bn c tm hng gii quyt vn , bn nn xem xt k c
tht s l vn ng ngha hay khng, bng cch t hi: chuyn g s xy ra nu...?;
hoc: gi s nh vic ny khng thc hin c th...? Bn khng nn lng ph thi gian
v sc lc vo gii quyt nu n c kh nng t bin mt hoc khng quan trng.
Xc nh ch s hu ca vn . Khng phi tt c cc vn c nh hng n bn u
do chnh bn gii quyt. Nu bn khng c quyn hn hay nng lc gii quyt n, cch
tt nht l chuyn vn sang cho ngi no c th gii quyt. C mt cu ni na
a na tht nhng cng ng bn lu : Nhit tnh cng vi thiu hiu bit i khi
thnh ph hoi.
Hiu vn . Cha hiu r ngun gc ca vn s d dn n cch gii quyt sai lch,
hoc vn c lp i lp li. Nu ni theo ngn ng ca y khoa, vic bt khng ng

bnh th ch tr triu chng, ch khng tr c bnh, i khi tin mt, tt mang. Bn

nn dnh thi gian ly nhng thng tin cn thit lin quan vn cn gii quyt, theo
gi sau: M t ngn gn vn ; n gy ra nh hng g? Vn xy ra u? Ln
u tin n c pht hin ra l khi no? C g c bit hay khc bit trong vn ny
khng?
Chn gii php. Yu t sng to s gip nh qun l tm c gii php i khi hn c
mong i. Cn lu l mt gii php ti u phi p ng c ba yu t: c tc dng
khc phc gii quyt vn di lu, c tnh kh thi, v c tnh hiu qu.
Thc thi gii php. Khi bn tin rng mnh hiu c vn v bit cch gii quyt n,
bn c th bt tay vo hnh ng. m bo cc gii php c thc thi hiu qu, nh
qun l cn phi xc nh ai l ngi c lin quan, ai l ngi chu trch nhim chnh
trong vic thc thi gii php, thi gian thc hin l bao lu, nhng ngun lc sn c
khc.v.v...
nh gi. Sau khi a vo thc hin mt gii php, bn cn kim tra xem cch gii
quyt c tt khng v c a ti nhng nh hng khng mong i no khng.
Nhng bi hc rt ra c khu nh gi ny s gip bn gim c rt nhiu calori
cht xm v ngun lc nhng vn khc ln sau.
C th bn s cm thy hi rm r nu lm theo cc bc trn. Vn s khi u nan.
Ln u tin p dng mt k nng mi bao gi cng i hi s kin nhn v quyt tm
ca bn. Nu bn thng xuyn rn luyn, th dn dn k nng gii quyt vn s tr
thnh phn x v iu kin.
V ng qun hng dn cho nhn vin ca bn v k nng ny, v h chnh l cnh tay
phi gii quyt vn khi bn vng mt y.

6 tc phong lnh o mu
Nghin cu ca Cng ty t vn Hay/McBer (M) trn 3.871 doanh nhn khp th gii
nh lng c 6 tc phong lnh o mu ca lnh o doanh nghip. l:
1. Lnh o theo li Trn p
- i hi cp di tun th khng ngh suy, ngay tc khc mnh lnh.
- Lm nh ti cho ch th.
- Ham mun thc hin, t tin, t ch.
- Rt hu hiu trong tnh th khng hong.
2. Lnh o theo li Quyt on
- Huy ng c cp di xoay quanh mt nh hng chin lc.

- Hy theo ti.
- T tin, hiu cp di, tc nhn trc tip ca thay i ln.
- Rt hu hiu cho i mi, cn mt mt mc tiu ln v r rng.
3. Lnh o theo li Tnh cm hi ha
- To ra s hi ha cho cp di.
- Lo cho nhn vin trc .
- Kh nng thng cm ln, to nn mt khng kh ci m.
- Rt hu hiu trong vic to mt tinh thn gn b, ng vin trong nhng lc kh khn.
4. Lnh o theo li Dn ch - ng lng
- Nhm n s ng lng thng qua s tham gia tch cc ca cp di.
- Mi ngi ngh th no?
- Hp lc, hp tc vi cp di, da vo s trao i.
- Rt hu hiu cp di mnh dn hp tc tch cc.
5. Lnh o theo li Kch ng
- n nh nhng tiu ch thnh cng cao.
- Hy lm nh ti.
- thc, ham mun thc hin, y sng kin.
- Rt hu hiu t c nhng thnh qu nhanh, vi mt tinh thn cao ca cp di.
6. Lnh o theo li Hun luyn vin
- Pht trin nhn ti cho tng lai.
- C th lm i.
- Pht trin nng lc cp di, cm thng v thc r v vai tr lnh o ca mnh.
- Rt hu hiu sa son tng lai, i ng lnh o k tha.
Tht ra, cc nh lnh o doanh nghip thng c k nng v phong cch p dng nhiu
li lnh o nu trn ty theo tng thi im, mi trng v vn ha...
V phi chng, mt lnh o doanh nghip xut chng va to ra s t ph, va to ra
s pht trin bn vng ca doanh nghip, l ngi s dng y ngh thut 6 tc phong
lnh o trn?

NHNG VN C BN CA MARKETING

1. Nhng khi nim ct li ca marketing

C nhiu cch nh ngha Marketing khc nhau. Marketing l qu trnh t chc lc lng bn hng
nhm bn c nhng hng ha do cng ty sn xut ra. Marketing l qu trnh qung co v bn hng.
Marketing l qu trnh tm hiu v tha mn nhu cu ca th trng. Hay Marketing l lm th trng,
nghin cu th trng tha mn n. Chng ta cng c th hiu rng Marketing l cc c ch kinh t v
x hi m cc t chc v c nhn s dng nhm tha mn nhu cu v mong mun ca mnh thng qua quy
trnh trao i sn phm trn th trng.
Theo Philip Kotler th marketing c hiu nh sau: Marketing l mt qu trnh qun l mang tnh
x hi, nh m cc c nhn v tp th c c nhng g h cn v mong mun thng qua vic to ra,
cho bn v trao i nhng sn phm c gi tr vi nhng ngi khc.
Khi nim ny ca marketing da trn nhng khi nim ct li: nhu cu, mong mun v yu cu,
sn phm, gi tr, chi ph v s hi lng, trao i, giao dch v cc mi quan h, th trng, marketing v
nhng ngi lm marketing. Nhng khi nim ny c minh ho trong hnh sau:

Nhu cu, mong mun v yu cu

T duy marketing bt u t nhng nhu cu v mong mun thc t ca con ngi. Ngi ta cn
thc n, khng kh, nc, qun o v ni nng thn. Ngoi ra ngi ta cn rt ham mun c ngh
ngi, hc hnh v cc dch v khc. H cng c s a chung nhng mu m v nhn hiu c th ca
nhng hng ho dch v c bn.
S liu thng k cho thy, trong mt nm, 249 triu ngi M c th tiu dng hay s dng 67 t
qu trng, 2 t con g, 5 triu my sy tc, 133 t km hnh khch du lch ni a bng my bay v hn 4
triu bi ging ca cc gio s i hc Anh ng. Nhng hng tiu dng v dch v ny ra yu cu phi
c hn 150 triu tn thp, 4 t tn bng vi v nhiu loi t liu sn xut khc.
Cn phn bit r cc khi nim nhu cu, mong mun v yu cu. Nhu cu ca con ngi l mt
trng thi cm gic thiu ht mt s tho mn c bn no . Ngi ta cn c thc n, qun o, ni , s an
ton, ca ci, s qu trng v mt vi th khc na tn ti. Nhng nhu cu ny khng phi do x hi hay
nhng ngi lm marketing to ra. Chng tn ti nh mt b phn cu thnh c th con ngi v nhn thn
con ngi.

Mong mun l s ao c c c nhng th c th tho mn nhng nhu cu su xa hn . Mt

ngi M c nhu cu thc n v mong mun c c mn hamburger, c nhu cu v qun o v mong mun
c b Pierrre Cardin, c nhu cu v s qu trng v mun c mt chic xe Mercedes. Trong mt x hi
khc th nhng nhu cu ny li c tho mn theo mt cch khc: Nhng ngi th dn c tho mn cn
i ca mnh bng chim cnh ct; Nhu cu v qun o bng mnh kh; S qu trng bng mt chui vng
v c eo c. Mc d nhu cu ca con ngi th t, nhng mong mun ca h th nhiu. Mong mun ca
con ngi khng ngng pht trin v c nh hnh bi cc lc lng v nh ch x hi, nh nh th,
trng hc, gia nh v cc cng ty kinh doanh.
Yu cu l mong mun c c nhng sn phm c th c hu thun ca kh nng v thi sn
sng mua chng. Mong mun tr thnh yu cu khi c sc mua h tr. Nhiu ngi mong mun c mt
chin xe Mercedes, nhng ch c mt s t ngi c kh nng v sn sng mua kiu xe . V th cng ty
khng nhng phi nh lng xem c bao nhiu ngi mong mun c sn phm ca mnh, m iu quan
trng hn l phi nh lng xem c bao nhiu ngi thc s sn sng v c kh nng mua n.
Nhng im khc bit nu trn lm sng t nhng kin ph bnh thng thy ca nhng ngi
ln n marketing l nhng ngi lm marketing to ra nhu cu hay nhng ngi lm marketing d d
mi ngi mua nhng th m h khng mong mun. Nhng ngi lm marketing khng to ra nhu cu,
nhu cu tn ti trc khi c nhng ngi lm marketing. Cng vi nhng yu t nh hng khc trong
x hi, nhng ngi lm marketing c tc ng n nhng mong mun. H c v tng l chic xe
Mercedes s tho mn nhu cu v a v x hi ca con ngi. Tuy nhin nhng ngi lm marketing
khng to ra nhu cu v a v x hi. H tc ng n yu cu bng cch lm ra sn phm thch hp, hp
dn, va ti tin v d kim cho nhng ngi tiu dng mc tiu.
Sn phm
Ngi ta tho mn nhng nhu cu v mong mun ca mnh bng hng ho v dch v. Thut ng sn phm
y c hiu l c hang ho ln dch v. Ta nh ngha sn phm l bt c th g c th em cho bn
tho mn mt nhu cu hay mong mun. ngha quan trng ca sn phm vt cht bt ngun khng phi t
vic s hu chng, m chnh l t vic c c nhng dch v m chng em li. Ta mua mt chic xe
khng phi ngm nhn n m v n cung ng vn chuyn. Ta mua mt ci bp khng phi chim
ngng m v n m bo dch v nu nng. V vy cc sn phm vt cht thc s l nhng phng tin
m bo phc v chng ta.
Thc ra th dch v cn do nhng yu t khc m bo, nh con ngi, a im, cc hot ng, t
chc v tng. Nu ta cm thy bun th ta c th n mt cu lc b hi kch xem mt din vin hi
biu din, gia nhp cu lc b c thn (t chc) hay chp nhn trit l sng khc nhau ( tng). V th ta
s s dng thut ng sn phm m ch sn phm vt cht, sn phm dch v v nhng phng tin khc
c kh nng tho mn mt mong mun hay mt nhu cu. i khi ta cng s s dng nhng thut ng khc
nhau thay cho sn phm, nh hng ho, yu t tho mn hay ngun ti nguyn.

Cc nh sn xut hay phm sai lm l ch trng n cc sn phm vt cht ca mnh hn l n

nhng dch v m nhng sn phm thc hin. H ch ngh n vic tiu th sn phm ch khng phi
vic m bo gii quyt mt nhu cu. Th nhng mt ngi ph n li khng mua cc sp mi, m b ta li
mua mt nim hy vng lm p cho mnh. Ngi th mc khng mua mt ci khoan, m mua mt l
khoan. i tng vt cht ch l mt phng tin bao gi mt dch v. Cng vic ca ngi lm
marketing l bn nhng li ch hay dch v cha ng trong nhng sn phm vt cht, ch khng phi l
m t nhng tnh cht vt l ca chng. Nhng ngi bn ch ch tm n sn phm vt cht ch khng
phi nhu cu ca ngi tiu dung l ngi mc bnh thin cn marketing.
Gi tr chi ph v s tho mn
Trong s rt nhiu nhng sn phm c th tho mn mt nhu cu nht nh, ngi tiu dng s la
chn nh th no? Gi s, hng ngy mt ngi phi i lm xa 3 dm. C mt s sn phm c th tho
mn c nhu cu ny: patanh, xe p, xe gn my, t, taxi v xe but. Nhng phng n ny to nn
mt tp kh nng la chn sn phm. Gi s ngi mun tho mn mt s nhu cu ph thm trn ng
i lm, c th l tc , an ton, thoi mi v tit kim. Ta gi l tp nhu cu. By gi th mi sn phm
c mt kh nng khc nhau tho mn nhng nhu cu khc nhau ca ngi . Chng hn nh xe p th
chm hn, km an ton v tn sc hn l t, nhng li tit kim hn. D th no i na th ngi cng
phi quyt nh sn phm no s m bo tho mn nhu cu y nht.
Khi nim ch o l gi tr i vi khch hng. Ngi s nh gi kh nng ca tng sn phm
tho mn tp nhu cu ca mnh. Anh ta c th xp hng cc sn phm t loi tho mn nhiu nhu cu nht
n n loi tho mn t nhu cu nht. Gi tr l s nh gi ca ngi tiu dng v kh nng chung ca sn
phm tho mn nhng nhu cu ca mnh.
Ta c th yu cu anh ta hnh dung nhng c im ca mt sn phm l tng i vi nhng nhim
v . Anh ta c th tr li rng sn phm l tng s a anh ta n ch lm trong giy lt vi s an ton
tuyt i, khng mt sc v chi ph bng khng. Khi gi tr ca mi sn phm thc t s ph thuc vo
mc n gn vi sn phm l tng .
Gi s rng anh ta quan tm hng u n tc v s thoi mi khi i lm. Nu anh ta c s
dng min ph bt k sn phm no trong s , th ta c th on trc c l anh ta s chn t. Nhng
by gi mi ny sinh vng mc: chi ph mua t ln hn nhiu so vi chi ph mua mt chic xe
p, do anh ta s phi t b nhiu th khc (c gi tr) mua t. V th anh ta s xem xt gi tr v
gi c ca sn phm trc khi anh ta chn. Anh ta s chn sn phm no to ra gi tr ln nht trn mt
ng USD.
Cc nh nghin cu v hnh vi ca ngi tiu dng ngy nay vt ra ngoi khun kh cht hp
ca nhng gi thuyt kinh t v cch thc ngi tiu dng xt on gi tr v la chn sn phm.

Trao i, giao dch v cc mi quan h

Vic con ngi c nhng nhu cu v mong mun v c th gn cho cc sn phm mt gi tr vn cha ni
ln ht c ngha ca marketing. Markerting xut hin khi ngi ta quyt nh tho mn nhng nhu cu
v mong mun thng qua trao i. Trao i l mt trong bn cch ngi ta c c cc sn phm.
Cch th nht l t sn xut. Ngi ta c th t gii quyt cn i bng cch sn bn, nh c hay
hi lm tri cy. H khng cn phi quan h vi bt k ai khc. Trong trng hp ny, khng c th
trng v cng khng c marketing.
Cch th hai l cng ot. Nhng ngi i c th cp git hay nh cp thc n ca nhng
ngi khc. Nhng ngi khc khng c li g ngoi tr mt iu l khng b thng.
Cch th ba l i xin. Nhng ngi i c th n xin ngi khc thc n. H khng c th g hu
hnh trao i, ngoi tr li cm n.
Cch th t l trao i. Nhng ngi i c th em n ngi khc tin, loi hng ho khc hay
dch v i ly thc n.
Marketing pht sinh t phng thc kim sn phm th t ny. Trao i l hnh ng tip nhn mt
sn phm mong mun t mt ngi no bng cch a cho ngi nhng th g . Trao i l mt
khi nim quyt nh, to nn mng cho marketing. Trao i ch xy ra khi tho mn iu kin sau:
1.t nht phi c hai bn.
2.Mi bn phi c mt th g c th c gi tr i vi bn kia.
3.Mi bn phi c kh nng t giao dch v chuyn giao hng ho ca mnh.
4.Mi bn u c quyn t do chp nhn hay khc t li ngh ca bn kia.
5.Mi bn u tin chc l mnh nn hay mun giao dch vi bn kia.
Nu c nm iu kin ny th mi c tim nng trao i. Cn vic trao i c thc s din ra hay khng
l cn tu thuc vo vn hai bn c th tho thun c nhng iu kin trao i c li cho c hai bn
(hay ch t cng khng c hi) so vi trc khi trao i. Chnh v ngha ny m trao i c xem nh l
mt qu trnh to ra gi tr, ngha l trao i thng lm cho c hai bn c li hn trc khi trao i.
Trao i phi c xem nh l mt qu trnh ch khng phi l mt s vic. Hai bn c xem nh
l tham gia trao i nu h ang thng lng i n mt tho thun. Khi t c mt tho thun
th ta ni giao dch din ra. Giao dch l n v c bn ca trao i. Giao dch l mt v mua bn nhng
gi tr gia hai bn. Ta c th on chc rng: bn A a cho bn B vt X v nhn li vt Y. Tuy nhin
giao dch khng i hi phi c tin nh mt trong nhng gi tr c mua bn. Giao dch trao i hng c
ngha l ngi ny a cho ngi kia mt chic t lnh v nhn mt chin TV. Giao dch hng i hng
cng c th l mua bn dch v thay v hng ho, nh khi m lut s vit mt t di chc cho bc s i
ly vic khm bnh

Giao dch i hi phi c mt yu t: t nht c hai gi tr, nhng iu kin thc hin c tho
thun, thi gian thc hin tho thun, a im thc hin c tho thun. Thng thng c c mt
h thng lut php hu thun v bt buc cc bn giao dch phi thc hin ng cc phn cam kt ca
mnh. Giao dch rt d lm pht sinh mu thun do hiu lm hay c tnh. Khng c lut hp ng th mi
ngi s thiu tin cy vo giao dch v tt c u b thua thit.
Cc doanh nghip theo di cc v giao dch ca mnh v phn loi chng theo mt hng, gi c,
a im v nhng bin c khc. Phn tch doanh s bn l vic phn tch ngun gc doanh thu ca cng ty
theo sn phm, khch hng v a bn
Giao dch khc vi chuyn giao. Trong chuyn giao bn A a cho bn B vt X nhng khng nhn li vt
g hu hnh. Khi bn A a cho bn B mt mn qu, mt khon tin tr cp hay mt khon ng gp t
thin, th ta ni l mt v chuyn giao ch khng phi giao dch. Dng nh marketing ch gii hn
vic nghin cu giao dch ch khng phi chuyn giao. Tuy nhin hnh vi chuyn giao cng c th c
tm hiu qua khi nim trao i. Thng thng ngi chuyn giao c nhng k vng nht nh i vi vic
tng qu, nh nhn c mt li cm n hay c thy ngi nhn c nhng hnh vi tt hn. Nhng ngi
quyn gp qu chuyn nghip hiu rt r ng c c i c li ca nhng nh ho tm v mi h n d
cc bui l. Gn y nhng ngi lm marketing m rng khi nim marketing n bao hm nhiu
vic nghin cu hnh vi chuyn giao cng nh hnh vi giao dch.
Theo ngha chung nht th ngi lm marketing ang tm cch to cho c hnh vi phn ng t
pha bn kia. Mt cng ty kinh doanh th mun phn ng l hnh vi mua hang, mt ng vin chnh tr th
mun phn ng l hnh vi b phiu, nh th th mun phn ng l hnh vi theo o, nhm hot ng
x hi th mun phn ng l hnh vi chp nhn tng ca mnh. Marketing bao gm nhng hot ng
c tin hnh nhm to ra nhng phn ng mong mun i vi mt i tng t pha cng chng mc
tiu.
m bo cc cuc trao i din ra tri chy, ngi lm marketing phi phn tch xem mi bn d
kin s cho v nhn ci g. Nhng tnh hung trao i gin n c th biu din bng mt h s trong c
hai ngi tham gia cng nhng th mong mun v li mi cho lu thng gia h.
n y ta thy bn cht ca marketing giao dch. Maketing giao dch l mt b phn tng
ln hn l marketing quan h. Nhng ngi lm marketing khn ngoan u c gng xy dng nhng quan
h lu di, ng tin cy, cng c li vi nhng khch hng ln, nhng ngi phn phi, i l v nhng
ngi cung ng. Vic ny c thc hin bng cch ha hn v lun m bo cht lng cao, dch v chu
o v gi c phi chng cho pha bn kia. Nhim v cng c thc hin bng cch xy dng nhng
mi quan h rng buc cht ch v kinh t, k thut v x hi vi cc bn i tc. Marketing quan h s
lm gim c chi ph v thi gian giao dch v trong nhng trng hp tt p nht giao dch s lm
chuyn t ch phi thng lng tng ln sang ch tr thnh cng vic thng l.
Kt qu cui cng ca marketing quan h l hnh thnh c mt ti sn c o ca cng ty, gi l
mng li marketing bao gm cng ty v nhng ngi cung ng, nhng ngi phn phi v khch hng

ca mnh m cng ty xy dng c nhng mi quan h vng chc, tin cy trong kinh doanh. Marketing
ngy cng c xu hng chuyn t ch c gng tng ti a li nhun trong tng v giao dch sang ch tng
ti a nhng mi quan h i bn cng c li vi cc i tc. Nguyn tc lm vic l phi xy dng c
nhng mi quan h tt ri t khc cc v giao dch s c li.
Th trng
Th trng bao gm tt c cc khch hng hin ti v tim n cng c mt nhu cu hay mong mun c th,
sn sng v c kh nng tham gia trao i tha mn nhu cu hay mong mun .
Nh vy quy m ca th trng ph thuc vo mt s ngi c nhu cu v c nhng ti nguyn
c ngi khc quan tm, v sn sng em li nhng ti nguyn i ly ci m h mong mun.
Lc u thut ng th trng c hiu l ni m ngi mua v ngi bn gp nhau trao i
hng ha, chng hn nh mt ci ch ca lng. Cc nh kinh t s dng thut ng th trng ch mt tp
th nhng ngi mua v ngi bn giao dch vi nhau v mt sn phm hay mt lp sn phm c th, nh
th trng nh t, th trng ng cc...Tuy nhin, nhng ngi lm marketing li coi ngi bn hp thnh
ngnh sn xut, coi ngi mua hp thnh th trng.
Nhng ngi kinh doanh s dng thut ng th trng ch nhm khch hng khc nhau. H ni
v th trng nhu cu (chng hn nh th trng thc phm thng ngy), th trng sn phm (th trng
giy dp), th trng nhn khu (nh th trng thanh nin) v th trng a l (nh th trng Vit Nam).
Hay h cn m rng khi nim ch c nhng nhm khng phi khch hng, nh th trng c tri, th
trng sc lao ng v th trng nh ho tm.
Thc t th nhng nn kinh t hin i u hot ng theo nguyn tc phn cng lao ng trong
mi ngi chuyn sn xut mt th g , nhn tin thanh ton ri mua nhng th cn thit bng s tin .
Nh vy l nn kinh t hin i c rt nhiu th trng. Ch yu cc nh sn xut tm n cc th trng ti
nguyn (th trng nguyn liu, th trng sc lao ng, th trng tin t...) mua ti nguyn, bin chng
thnh hng ha v dch v, bn chng cho nhng ngi trung gian nhng ngi trung gian s bn chng
cho nhng ngi tiu dng. Ngi tiu dng bn sc lao ng ca mnh ly tin thu nhp thanh ton cho
nhng hng ha v dch v m h mua. Nh nc l mt th trng khc c mt s vai tr. Nh nc mua
hng ha t cc th trng ti nguyn, th trng nh sn xut v th trng ngi trung gian, thanh ton
tin cho h, nh thu cc th trng (k c th trng ngi tiu dng), ri m bo nhng dch v
cng cng cn thit. Nh vy l mi nn kinh t quc gia v ton b nn kinh t th gii hp thnh nhng
tp hp th trng phc tp tc ng qua li vi nhau v lin kt vi nhau thng qua cc qu trnh trao i.
Nh vy, khi nim th trng a ta quay li im xut pht l khi nim marketing. Marketing
c ngha l hot ng ca con ngi din ra trong mi quan h vi th trng. Marketing c ngha l lm

vic vi th trng bin nhng trao i tim n thnh hin thc vi mc ch l tha mn nhng nhu cu
v mong mun ca con ngi.
Nu mt bn tch cc tm kim cch trao i hn bn kia, th ta gi bn th nht l ngi lm
marketing cn bn th hai l khch hng trin vng. Ngi lm marketing l ngi tm kim ti nguyn t
mt ngi khc v sn sng a ra mt th g c gi tr trao i. Ngi lm marketing tm kim mt
phn ng t pha bn kia bn hoc mua mt th g . Ni cch khc, ngi lm marketing c th l
ngi bn hay ngi mua. Gi s, c mt s ngi mun mua mt ngi nh hp dn va mi xy xong.
Nh vy l nhng ngi mua cng ang lm marketing! trong trng hp c hai bn u tch cc tm
cch trao i, th ta ni rng c hai bn u l ngi lm marketing v gi trng hp l marketing ln
nhau.
Trong trng hp bnh thng ngi lm marketing l mt cng ty phc v th trng ngi s
dng cui cng i mt vi cc i th cnh tranh. Cng ty v cc i th cnh tranh u gi sn phm
tng ng v thng ip cho ngi s dng cui cng mt cch trc tip hay thng qua cc nh ch trung
gian marketing (nhng ngi trung gian v nhng ngi xc tin thng mi). Hiu qu tng i ca h
chu nh hng ca nhng ngi cung ng tng ng cng nh ca nhng lc lng chnh ca mi trng
(nhn khu hc, kinh t, vt cht, k thut, chnh tr php l, x hi/vn ha).
Sau khi nghin cu k nhng khi nim ny chng ta xin c nhc li khi nim marketing nh
sau: Marketing l nhng c ch kinh t v x hi m cc t chc v c nhn s dng nhm tho mn nhng
nhu cu v i hi (mong mun) ca mnh thng qua cc quy trnh trao i sn phm trn th trng.
2. Qun tr marketing
thc hin nhng qu trnh trao i i hi phi tn rt nhiu cng sc v c trnh nghip v chuyn
mn. Qun tr marketing din ra khi t nht c mt bn trong v trao i tim n suy tnh v nhng mc tiu
v phng tin t c nhng phn ng mong mun t pha bn kia. Ta s s dng khi nim sau y
v qun tr marketing m c hi marketing M chp nhn nm 1985.
Qun tr marketing l qu trnh lp k hoch, v thc hin k hoch , nh gi, khuyn mi v
phn phi hng ha, dch v v tng to ra s trao i vi cc nhm mc tiu, tha mn nhng mc
tiu khch hng v t chc.
nh ngha ny tha nhn qun tr marketing l mt qu trnh bao gm vic phn tch, lp k hoch,
thc hin v kim sot. N lin quan n hng ha, dch v v tng, v da trn nim v trao i, mc
ch ca n l to ra s tha mn cho cc bn hu quan.
Trong mt t chc, qun tr marketing c th lin quan n mi th trng. Ta hy xt mt hng sn
xut t. Ph ch tch ph trch nhn s lin quan n th trng sc lao ng, ph ch tch ph trch
cung ng lin quan n th trng nguyn liu, v ph ch tch ph trch ti chnh lin quan n th trng

tin t. H phi ra nhng mc tiu v hoch nh nhng chin lc t c cc kt qu tha mn

trn th trng . Tuy nhin theo truyn thng th cc cn b iu hnh ni trn khng c gi l nhng
ngi lm marketing v h cng khng c o to v marketing. Kh lm th h cng ch l ngi lm
marketing bn thi gian. ng l ra l nh vy, nhng xa nay qun tr marketing ng nht vi nhng
nhim v v con ngi lin quan n th trng khch hng. Ta s theo thng l ny mc d nhng iu ta
bn v marketing u p dng cho tt c th trng.
Cng vic marketing trn th trng khch hng chnh thc l do nhng ngi qun l tiu th, nhn
vin bn hng, nhng ngi qun l sn phm v nhn hiu, nhng ngi qun l th trng v ngnh, v
ph ch tch ph trch marketing thc hin. Mi cng vic u c nhng nhim v v trch nhim c
xc nh r rng. Trong s nhng cng vic ny c rt nhiu cng vic lin quan n vic qun l nhng ti
nguyn marketing c th, nh qung co, nhn vin bn hng hay nghin cu marketing. Mt khc, nhng
ngi qun l sn phm, nhng ngi qun l th trng v ph ch tch ph trch marketing th qun l
cc chng trnh. Cng vic ca h l phn tch, hoch nh v trin khai cc chng trnh nhm to ra cc
giao dch nh mong mun vi cc th trng mc tiu.
Ngi ta thng quan nim qun tr marketing c nhim v ch yu l kch thch nhu cu c kh
nng thanh ton v nhng sn phm ca cng ty. Tuy nhin, mi ch l mt quan nim ht sc phin
din v nhng nhim v marketing rt a dng v nhng ngi qun tr marketing phi thc hin. Qun tr
marketing c nhim v tc ng n mc , thi im v c cu ca nhu cu c kh nng thanh ton theo
mt cch no gip cho t chc t c nhng mc tiu ra. Qun tr marketing v thc cht l
qun tr nhu cu c kh nng thanh ton.
T chc chc chn phi c mt tng v mc giao dch mong mun vi th trng mc tiu.
Trong khi mc thc t ca nhu cu c kh nng thanh ton c th thp hn, bng hay cao hn mc
mong mun ca n. Ngha l c th khng c nhu cu c kh nng thanh ton tng xng hoc nhu cu
c kh nng thanh ton cao hn nhu cu thc t. V qun tr marketing phi nm bt c nhng tnh trng
khc nhau .
m ng nhng nhim v cc nh qun tr marketing phi tin hnh nghin cu marketing,
lp k hoch, thc hin v kim tra. Trong phn k hoch marketing, nhng ngi lm marketing phi
thng qua nhng quyt nh v th trng mc tiu, xc nh v tr trn th trng, pht trin sn phm, nh
gi, cc knh phn phi, thng tin lin lc v khuyn mi. Nhng nhim v marketing s c phn tch
trong nhng chng sau.
3. Nhng nh hng pht trin ca marketing
Chng ta m t qun tr marketing l mt n lc c thc nhm t c nhng kt qu mong
mun trong vic trao i vi cc th trng mc tiu. By gi chng ta s cn i nh th no v quyn li

ca t chc, ca khch hng v ca x hi? Nhng quyn li ny rt hay mu thun vi nhau. Hin nhin l
cc hot ng marketing phi c tin hnh trong khun kh ca mt trit l c cn nhc k v
marketing hu hiu, c hiu qu v c trch nhim.
C nm quan im nh hng pht trin marketing m cc t chc thng vn dng trong hot
ng marketing ca mnh
Quan im sn xut:
Quan im sn xut l mt trong nhng quan im ch o ngi bn lu i nht.
Quan im sn xut khng nh rng ngi tiu dng s a thch nhng sn phm c bn rng ri
v gi h. Nhng ngi lnh o cc t chc theo quan im sn xut phi tp trung vo vic nng cao hiu
qu sn xut v m rng phm vi phn phi.
Gi thit ngi tiu dng ch yu quan tm n mc sn c ca sn phm v gi h t nht cng
l ng trong hai tnh hung. Th nht l khi nhu cu c kh nng thanh ton v sn phm vt qu lng
cung ng, nh thng thy nhiu nc thuc th gii th ba. ngi tiu dng quan tm nhiu hn
n vic kim c sn phm, ch t ch n chi tit ca n. Nhng ngi cung ng s tp trung vo vic
tm cch tng sn lng. Th hai l gi thnh sn phm cao cn phi gim xung bng cch nng cao nng
sut m rng th trng. Hin nay Cng ty Texas Instruments l mt v d v quan im sn xut.
Texas Instruments l mt cng ty hng u ca M ng h trit l M rng sn xut, ct gim gi
c Henry Ford p dng u tin vo u nhng nm 1900 m rng th trng. Ford dn ht ti
nng ca mnh vo vic hon thin sn xut hng lot t h gi thnh t n mc ngi M c
tin mua chng. Texas Instruments dn ton b cng sc vo vic tng sn lng v ci tin cng
ngh h gi thnh. Nh gi thnh thp hn, cng ty ct gim gi v m rng quy m th trng. Cng
ty ang phn u dnh v tr khng ch th trng. i vi Texas Instruments ch yu c ngha l: gim
gi cho ngi mua. Phng hng ny cng l mt chin lc then cht ca nhiu cng ty Nht.
Quan im sn phm
Quan im sn phm khng nh rng ngi tiu dng s a thch nhng sn phm c cht lng cao nht,
cng dng nhiu hay c nhng tnh nng mi. Nhng ngi lnh o cc t chc theo quan im sn phm
thng tp trung sc lc vo vic lm ra nhng sn phm thng hng v thng xuyn ci tin chng.
Nhng ngi qun l ny cho rng ngi mua ngng m nhng sn phm p v c th nh gi
c cht lng v cng dng ca sn phm. H qu say m vi sn phm ca mnh v khng lng c
rng th trng c th kh chp nhn. Ban lnh o marketing tr thnh nn nhn ca o tng v chic
by chut tt hn, v tin rng chic by chut tt hn s khin mi ngi x v nh h.

Nhng cng ty theo quan im sn phm thng l khng hay t tnh n nhng kin ca khch
hng khi thit k sn phm ca mnh. H tin tng rng cc k s ca h bit phi thit k v ci tin sn
phm nh th no. Rt hay gp tnh trng l h thm ch khng nghin cu nhng sn phm ca cc i th
cnh tranh v chng khng c sng ch ra y. Cch y nhiu nm, mt cn b iu hnh ca
General Motor ni: Lm sao m cng chng c th bit c mnh mun c loi xe no khi m h
cha thy l c nhng loi no? Cc nh thit k v k s ca GM trin khai mt loi xe hi mi. Sau
b phn sn xut bt tay vo ch to n. Ri b phn ti chnh nh gi. Cui cng, b phn marketing
v tiu th c gng bn kiu xe . D nhin cc i l phi dng th thut ni n mi bn c loi xe
! GM khng thm d khch hng xem h mun g v cha h cho php nhng ngi lm marketing
tham gia ngay t u gip hnh dung c loi xe nh th no th bn c.
Quan im sn phm dn n cn bnh thin cn trong marketing ch ch trng n sn phm m
khng tnh n nhu cu ca khch hng. Ban lnh o ng st ngh rng nhng ngi s dng cn tu
ho ch khng phi l cn vn chuyn v xem thng nhng thch thc ngy cng tng ca my bay, xe
but, xe ti v xe con. Nh th, ca hng bch ho tng hp v bu in u cho rng mnh m bo cho
cng chng sn phm m h cn v bn khon khng hiu ti sao mc tiu th ca chng li km.
Nhng t chc ny ch hay soi gng trong khi l ra h phi nhn ra ngoi ca s.
Quan im bn hng
Quan im bn hng (hay quan im tiu th) l mt quan im chung khc c nhiu cng ty vn dng
vo th trng.
Quan im bn hng khng nh rng nu c yn, th ngi tiu dng thng s khng mua cc
sn phm ca cng tu vi s lng kh ln. V vy t chc cn phi c nhiu n lc tiu th v khuyn mi
.
Quan im ny cho rng ngi tiu dng thng t ra c sc hay thi ngn ngi trong vic mua
hng v cn c thuyt phc nh nhng th mi mua hng, nn cng ty cn c y cc cng c bn
hng v khuyn mi kch thch mua hng nhiu hn.
Quan im bn hng c vn dng c bit thch hp vi nhng th hng c nhu cu th ng tc
l nhng th hng m ngi mua thng khng ngh n chuyn mua sm n, nh bo him, t in bch
khoa ton th. Nhng ngnh ny thng hay p dng nhng bin php bn hng khc nhau pht hin
nhng khch hng tim n ri bt u ni p bn hng cho h bng cch thuyt phc v nhng li ch
ca sn phm.
Phng php bn hng ni p cng c p dng i vi nhng th hng c nhu cu ch ng, nh
t chng hn:

Ngay t khi khch hng va bc chn vo phng trng by, nhn vin t lp tc bt u tc
ng tm l. Nu khch hng thch kiu xe ang trng by, ngi ta c th ni vi h rng c mt khch
hng khc ang nh mua n, nn cn phi quyt nh ngay, khng chm ch. Nu khch hng cn n
o v gi c, th ngi bn ngh xin kin ca ca hng trng cho bt mt khon c bit. Khch hng
ch khong mi pht th nhn vin bn hng quay tr li v thng bo rng tuy ng ch khng thch vic
ny, th nhng ti nn n ng ta ng . Mc ch l ln dy ct khch hng v buc h phi mua
lin.
Quan im bn hng cng c vn dng c trong lnh vc phi li nhun, nh quyn gp qu, chiu
sinh vo cc trng i hc
Hu ht cc cng ty u p dng quan im bn hng khi h c d cng sut. Mc ch ca h l
bn c nhng g m h lm ra ch khng phi l lm ra nhng g m th trng mong mun. Trong nn
kinh t cng nghip hin i, nng lc sn xut c pht trin ti mc l hu ht cc th trng u
l th trng ngi mua (tc l ngi mua gi vai tr khng ch) v ngi bn th ra sc ginh nhau khch
hng. Khch hng tim n b tn cng dn dp bng nhng chng trnh qung co thng mi trn truyn
hnh, trn bo ch, th gi trc tip v cc cuc ving thm cho hng. Mi ni mi lc u c mt
ngi no ang c gng bn c mt th g . Kt qu l cng chng ng nht marketing
khng phi l vic bn hng. Bn hng ch l phn ni ca tng bng marketing m thi. Peter Drucker, mt
nh l lun hng u v qun tr, ni v vn ny nh sau:
Ngi ta c th cho rng bao gi cng c nhu cu bn mt th g . Nhng mc ch ca
marketing l lm cho vic bn hng tr nn khng cn thit. Mc ch ca marketing l bit c, hiu
c khch hng mt cch thu o n mc l sn phm hay dch v u va h v t n tiu th.
iu l tng l marketing phi a n kt qu l c mt khch hng sn sng mua hng. Khi tt c
nhng vic cn lm l m bo cho sn phm hay dch v lun sn c
Nh vy, bn c hng th trc phi tin hnh mt s hot ng marketing nh nh gi
nhu cu, nghin cu marketing, pht trin sn phm, nh gi v phn phi. Nu ngi lm marketing thc
hin tt vic xc nh nhng nhu cu ca ngi tiu dung, pht trin sn phm thch hp, ri nh gi, phn
phi ri khuyn mi chng mt cch c hiu qu, th nhng sn phm s c tiu th d dng. Khi
Sony thit k my cassette Walkman, Nintendo thit k ch tri video ho hng v Mazda tung ra kiu xe
th thao RX-7, th cc hng sn xut ny ti tp nhn c n t hng, bi v h thit k ng sn
phm m ngi ta mong mun nh lm k cng vic marketing chun b.
D nhin l marketing da trn c s bn hng ni p cha ng nhiu ri ro ln. V n gi thit
rng nhng khch hng b thuyt phc mua hng s thch sn phm mua, th nhng nu h khng thch
th h cng khng ni xu v n vi bn b hay khiu ni vi cc t chc bo v ngi tiu dung. Ri h
chc chn s qun i nhng ni tht vng ca mnh v li mua nhng sn phm na. Nhng gi thit

nh vy v ngi mua l khng c cn c. Mt cng trnh nghin cu chng minh c rng nhng
khch hng khng hi long c th truyn ting xu v sn phm cho t mi ngi quen tr ln v c
nh th ting xu c truyn i rt nhanh.
Quan im nh hng marketing
Quan im marketing l mt trit l kinh doanh ang thch thc nhng quan im trc y. Nhng
nguyn l trung tm ca n c hnh thnh vo gia nhng nm 1950.
Quan im marketing khng nh rng, cha kho t c nhng nc tiu ca t chc l xc
nh c nhng nhu cu cng mong mun ca cc th trng mc tiu v m bo mc tho mn
mong mun bng nhng phng thc hu hiu v hiu qu so vi cc i th cnh tranh.
Quan im marketing c din t bi mt cch vn hoa theo nhiu cch:
+ p ng nhu cu mt cch c li.
+ Hy tm kim nhng mong mun ri tho mn chng.
+ Hy yu qu khch hng ch khng phi l sn phm.
+ Vng, xin tu ng b.
+ Khch hng l thng .
+ Hy lm tt c nhng g m sc ta c th cho mi ng USD ca khch hng c n b xng
ng bng gi tr, cht lng v s mn nguyn.
Theo doe Levitt nu ra s tng phn su sc gia quan im bn hng v quan im marketing
nh sau:
Quan im bn hng tp trung vo nhng nhu cu ca ngi bn; Quan im marketing th ch
trng n nhng nhu cu ca ngi mua. Quan im bn hng tm n nhu cu ca ngi bn l lm th
no bin sn phm ca mnh thnh tin mt, cn quan im marketing th quan tm n tng tho
mn nhu cu ca khch hng bng chnh sn phm v tt c nhng g lin quan n vic to ra, cng ng v
cui cng l tiu dung sn phm .
Quan im marketing da trn bn tr ct chnh l th trng mc tiu, nhu cu ca khch hng,
marketing phi hp v kh nng sinh li. Quan im bn hng nhn trin vng t trong ra ngoi. N xut
pht t nh my, tp trung vo nhng sn phm hin c ca cng ty v i hi phi c nhng bin php tiu
th cng thng v khuyn mi m bo bn hng c li. Quan im marketing th nhn trin vng t

ngoi vo trong. N xut pht t th trng c xc nh r rang, tp trung vo nhng nhu cu ca khch
hng, phi hp tt c nhng hot ng no c tc ng n khch hng v to ra li nhun thng qua vic
to ra s tho mn cho khch hng.
y ta c th nghin cu xem mi tr ct ca quan im marketing s gp phn lm tng hiu qu
ca marketing nh th no.
Th trng mc tiu
Khng mt cng ty no c th hot ng trn mi th trng v tho mn c mi nhu cu. N khng th
hot ng tt thm ch ch trong phm vi mt th trng rng ln: ngay c IBM hng mnh nh vy cng
khng th m bo c gii php tt nht khi h xc nh c gii php tt nht cho mi nhu cu x l
thng tin. Cc cng ty ch c th t c kt qu tt nht khi h xc nh mt cch thn trng th trng
mc tiu ca mnh ri chun b mt chng trnh marketing ph hp:
Mt nh sn xut t c th ngh n vic thit k nhng chic xe tr khch, nh lu ng, xe th
thao v nhng chic xe sang trng. Nhng suy ngh khng chnh xc bng cch xc nh mt nhm
khch hng mc tiu. Mt nh sn xut xe hi Nht ang thit k mt kiu xe cho ph n theo ui cng
danh v kiu xe ny s c nhiu c im m nhng chic xe thnh hnh cho nam gii khng c. Mt nh
sn xut xe hi khc ca Nht ang thit k mt kiu xe cho thanh nin thnh ph nh, m thanh nin
thng c nhu cu i lng vng quanh thnh ph v kim ch u xe d dng. Trong cc trng hp ny,
cng ty xc nh r th trng mc tiu v iu ny s nh hng rt nhiu n thit k ca xe.
Nhu cu ca khch hng
Mt cng ty c th c xc nh c th trng mc tiu ca mnh nhng li hon ton khng hiu c
ht nhng nhu cu ca khch hng. Hy xt mt v d sau:
Mt cng ty ho cht ln sng ch ra c mt cht mi khi ng rn li th ging cm thch.
Khi tm kim ng dng b phn marketing quyt nh chn th trng bn tm lm mc tiu. Cng ty
lm mt s mu bn tm ri em trng by ti mt cuc trin lm thit b bn tm. H hy vng s thuyt
phc c nhng nh sn xut bn tm sn xut n bng vt liu mi ny, nhng khng ai chu k hp
ng mua vt liu mi. L do cng d hiu. Gi ca bn tm ln ti 2000 USD, m vi gi nh vy th
ngi tiu dng c th mua nhng bn tm bng cm thch hay m no t nhin. Ngoi ra nhng bn
tm li qu nng n mc ch nh s phi gia c sn nh ca mnh mi c th lp t c. Thm
vo hu ht cc loi bn tm u c bn vi gi vo khong 500 USD, nn khng my ngi chu b
ra 2000 USD. Cng ty ho cht chn c mt th trng mc tiu, nhng khng hiu c khch
hng.
Tuy marketing quan tm n vic p ng nhu cu mt cch c li, nhng thc s hiu
c nhng nhu cu v mong mun ca khch hng l mt vic khng phi bao gi cng n gin. Nhng
iu khch hng ni ra thng i hi phi ct ngha thm. Khi khch hng hi mua mt chic xe khng

t tin, mt chic my ct c kho, mt my tin nhanh, mt b qun o tm hp dn hay thu mt

khch sn yn tnh, th iu c ngha l g?
Ta hy xt mt trng hp khch hng ni rng, mnh mun mt chic xe khng t tin. ng
tic l ta khng bit c ngi khch nh gi mt chic xe nh th no thc s l khng t tin. Ch
t ra th ngi lm marketing cng phi thm d tip. Thc t th khch hng cng khng cho bit ht tt c
nhng nhu cu ca mnh. Ta c th phn bit ra nm loi nhu cu sau:
1.Nhu cu c ni ra: (khch hng mun mt chic xe khng t tin)
2.Nhu cu thc t: (khch hng mun mua mt chic xe m bo chi ph vn hnh ch
khng phi gi mua ban u thp)
3.Nhu cu khng ni ra: (Khch hng ky vng i l s m bo dch v chu o)
4.Nhu cu c thch th: (khch hng mua xe v c thm mt b bn ng b ca
Hoa K)
5.Nhu cu thm kn: (khch hng mun c bn b thy mnh l mt ngi bit ngi,
bit ca)
Vic p ng nhu cu c ni ra ca khch hng thng li la di khch hng. Ta hy xt mt
trng hp mt ngi th mc n ca hng kim kh hi mua matit trm khe h gia knh ca s v
khung. Ngi th mc ny ni ra mt gii php ch khng phi nhu cu. Nhu cu l gn cht knh vo
khung g. Nhn vin bn hng ca hng kim kh c th a ra mt gii php tt hn l matit, c th l s
dng bng keo. Bng keo c u im hn l khng phi mt thi gian ch matit kh. Trong trng hp
ny, nhn vin bn hng c gng p ng nhu cu thc t ca khch hng ch khng phi nhu cu c
ni ra.
Cch suy ngh hng v khch hng i hi cng ty phi xc nh nhng nhu cu ca khch hng
theo quan im ca h. Mi quyt nh mua hng u cha ng nhng s dung ho m ban lnh o
khng th bit c nu khng nghin cu vi khch hng. Chng hn nh mt ngi mua xe mun mt
chic xe an ton, hp dn, hot ng vi tin cy cao v gi di 10.000 USD. V tt c nhng c im
mong mun khng th kt hp trong mt chic xe, nn ngi thit k xe phi c s la chn kht khe
trn c s bit c nhng im dung ho ca khch hng.
Ni chung mt cng ty c th p ng c nhng i hi ca khch hng bng cch a cho h
nhng g m h mong mun, hay h cn, hay h thc s cn. Mi mc sau i hi phi thm d thu o
hn mc trc, nhng kt qu cui cng phi c nhiu khch hng tn thng hn. im mu cht ca
marketing chuyn nghip l phi tho mn nhng nhu cu thc t ca khch hng mt cch tt hn i th
cnh tranh.

V sao iu ti quan trng l phi tho mn c khch hng mc tiu? L do c bn l v doanh s

bn hng ca cng ty trong mi thi k u bt ngun t hai nhm khch hng: Khch hng mi v khch
hng c. Vic thu ht khch hng mi bao gi cng tn km hn l gi khch hng c. V vy, vic gi
khch hng quan trng hn vic thu ht khch. Cha kho gi khch l m bo cho h c hi long.
Mt khch hng hi long s:
+ Mua tip v trung thnh lu di hn vi cng ty.
+ Mua thm c nhng sn phm khc khi cng ty a ra v ci tin sn phm ca mnh.
+ Tuyn truyn tt v cng ty v sn phm ca cng ty.
+ t ch n nhng nhn hiu v qung co cnh tranh v t nhy cm v gi hn.
+ Gp vi cng ty v sn phm dch v.
+ i hi chi ph phc v t hn so vi khch hng mi, v vic giao dch tr thnh thng l.
Khi ni v s thnh cng ca kiu xe Lexus, mt cn b ca hng Toyota Nht cho hay:
Mc tiu ca cng ty chng ti vt ra vic tho mn khch hng. Mc tiu ca chng ti l lm
cho khch hng thch th. l mt yu cu cao hn v cng c th l b quyt ca nhng ngi lm
marketing c tm c. Nhng khch hng cm thy thch th s l nhng phng tin qung co hu hiu
hn bt k loi hnh qung co mt tin no trn cc phng tin thng tin. V vy m mt cng ty khn
ngoan phi thng xuyn nh lng mc tho mn ca khch hng. Cng ty s gi in cho nhng
khch hng mi mua hng trong s c chn lm mu xc nh xem c bao nhiu ngi rt hi lng,
hi lng mt mc no , bng quan v khng hi lng mt mc no v rt khng hi lng.
ng thi cng phi tm hiu nhng yu t ch yu lm cho khch hng hi lng v khng hi lng. Cng
ty s s dng thng tin ny hon thin sn phm ca mnh trong thi gian ti.
Mt s cng ty ngh rng h c th nh c mc tho mn ca khch hng bng cch thng k s
lng v cc loi khiu ni ca khch hng trong tng thi k. Nhng trn thc t c n 95% khch hng
khng hi lng khng khiu ni v rt nhiu ngi trong s ch n gin l thi khng mua na. iu
tt nht m cng ty c th lm c l to ra iu kin d dng khch hng c th khiu ni. Nhng mu
phiu gp sn trong cc bung khch sn v nhng dy nng ca cc cng ty nh cc hng Procter
& Gamble v General Electric c lp t u phc v mc ch ny. Nhng cng ty ny hy vng
rng, khch hng s gi in n cho h gp , yu cu v thm chi khiu ni na. Cng ty 3M khng
nh rng hai phn ba nhng tng ci tin sn phm c c l do lng nghe kin ca khch hng
mnh.
Ch lng nghe kin ca khch hng thi th cha . Cng ty cn phi gii quyt nhng khiu ni
ca khch hng bng mt cch xy dng.

Trong s khch hng khiu ni c t 54 n 70% s tip tc quan h vi cng ty nu khiu ni ca

h c gii quyt. Con s ny s tng ln n 95% nu khch hng cm thy rng nu khiu ni ca h
c gii quyt nhanh chng. Nhng khch hng khiu ni vi t chc v khiu ni ca h c gii
quyt tha ng s k chuyn v cch thc h c i x vi bnh qun l 5 ngi khc.
Khi mt cng ty nhn thc c rng mt khch hng trung thnh c th em li mt khon doanh
thu ln qua nhiu nm, th h s thy tht l ngu ngc khi mt khch hng ch v xem nh nhng iu
ku ca phn nn hay ci nhau v mt khon tin nh no . V d, IBM yu cu mi nhn vin bn hng
u phi vit tng trnh y v mi trng hp mt khch v ra tt c nhng bc cn thc hin
ly lng li khch hng .
Mt cng ty hng v khch hng phi theo di mc tha mn ca khch hng trong tng thi
k v ra nhng mc tiu ci tin. V d, Citybank tip tc nng cao mc tha mn khch hng bng
90%. Nu Citybank tip tc nng cao mc tha mn khch hng ca mnh th c ngha l h i ng
hng. Mt khc, nu li nhun ca h tng nhng mc tha mn ca khch hng li gim i th c
ngha l h i chch hng. Li nhun c th bin ng theo tng nm c th v nhiu nguyn nhn bao
gm chi ph tng, gi c gim, nhng d n u t mi ln.v.v. Song du hiu cui cng chng t mt cng
ty vng mnh l ch s v mc tha mn ca khch hng cao v vn c chiu hng tng. S tha mn
ca khch hng l ch tiu xc thc nht v li nhun tng lai ca cng ty.
Marketing phi hp
ng tic khng phi l tt c nhn vin ca mt cng ty u c hun luyn v ng vin lm
vic v khch hng. Mt k s phn nn rng cc nhn vin bn hng lc no cng bo v khch hng m
khng ngh n quyn li ca cng ty! Anh ta cn t ra bc tc vi khch hng v i hi qu nhiu.
Tnh hung sau y s lm sng t vn phi hp:
Ph ch tch ph trch marketing ca mt hng hng khng ln mong mun tng th phn ca hng.
Chin lc ca b ta l nng cao mc ca khch hng thng qua vic m bo ba n ngon hn, ch
ngi sch s hn v t tip vin c hun luyn chu o hn. Th nhng b ta li khng c thm quyn
gii quyt nhng vn . B phn cung ng ba n th la chn thc phm lm sao gi c chi ph
thc phm ny thp, b phn bo tr th s dng nhng dch v lm v sinh m bo chi ph lm v sinh
thp, cn b phn nhn s th c tuyn tip vin m hon ton khng xt xem nhng ngi c nim n
v tn tnh phc v ngi khc khng. V nhng b phn ny ni chung l theo nhng quan im chi ph
hay sn xut, nn b ph ch tch b lng tng trong vic nng cao mc tha mn ca khch hng.
Marketing phi hp c hai ni dung.
Th nht l cc chc nng marketing khc nhau, nh lc lng bn hng, qung co, qun l sn
phm, nghin cu marketing.v.v. phi c phi hp vi nhau. Rt hay xy ra tnh trng lc lng bn

hng phi in u v nhng ngi qun l sn phm ra gi qu cao hay ch tiu khi lng qu
ln, hay gim c qung co v ngi qun l nhn hiu khng th nht tr vi nhau v mt chin dch
qung co tt nht cho nhn hiu . Nhng chc nng marketing ny phi c phi hp vi nhau theo
quan im ca khch hng.
Th hai l, marketing phi c phi hp cht ch vi cc b phn khc nhau trong cng ty.
Marketing khng th pht huy tc dng khi tt c cc cn b cng nhn vin u hiu r nh hng m h
gy ra i vi s tha mn ca khch hng nh David Packard ca cng ty Hewlett Packard pht biu:
Marketing l v cng quan trng n mc khng th ph thc n cho b phn marketing. IBM khi xc
nh ni dung cho tng cng vic ca mnh u a vo mt on gii thch r nh hng ca cng vic
n khch hng nh th no. Gim c cc nh my ca IBM u bit rng nhng cuc ving thm nh
my ca khch hng c th gp phn tiu th sn phm cho khch hng tim n, nu nh my gi gn sch
p v lm n c hiu qu. Nhn vin k ton ca IBM u bit rng vic vit ha n chnh xc v tr li
nhanh chng nhng c in thoi ca khch hng u nh hng n thi ca khch hng i vi cng
ty.
V th quan im marketing i hi cng ty phi tin hnh marketing i ni cng nh i ngoi.
Marketing i ni l tuyn dng, hun luyn v ng vin c kt qu nhng nhn vin c nng lc, mun
phc v khch hng chu o. Trong thc t marketing i ni phi i trc marketing i ngoi. Vic ha
hn bo m dch v tuyt ho s chng c ngha g. Sau y l cu chuyn v ng Bill Marriott, Jr., ch
tch cng ty khch sn Marriott , phng vn cc cn b qun l tng lai nh th no khi tuyn dng:
Bill Marriott ni vi ng vin xin vic rng mng li khch sn mun tha mn ba nhm i tng
l khch hng, nhn vin v c ng. Tuy tt c cc nhm u quan trng, th nhng ng vn c hi cn
phi tha mn nhng nhm ny theo th t u tin nh th no. Hu ht cc ng vin tr li l trc tin
phi tha mn khch hng. Tuy nhin Bill Marriott li lp lun khc. Trc tin cng ty phi tha mn nhn
vin ca mnh. Nu nhn vin yu thch cng vic ca mnh v cm thy hnh din v khch sn, th h s
phc v chu o cho khch hng. Nhng khch hng cm thy hi lng s thng xuyn quay tr li
Marriott. Nh vy s c nhiu li nhun chia cho cc c ng.
Bill Marriot vn tin rng khch hng l cha kha to ra kh nng sinh li. ng v ch tch cc cng ty
khc u tin rng s t chc in hnh theo kiu hnh thp vi ch tch trn nh, ban lnh o gia
v nhng ngi trc tip sn xut kinh doanh (nhn vin bn hng v dch v, nhn vin trc in thoi,
tip tn) th di y, l thi ri. Nhng cng ty gii v marketing hiu r hn v h o ngc
hnh thp . trn cng ca s t chc l khch hng. Xp theo th t ca tm quan trng th tip n
l nhng ngi trc tip gp g, phc v v lm hi lng khch hng. Bn di h l cc cn b qun l
trung gian c nhim v h tr nhng ngi tuyn u h c nhim v phc v khch hng chu o.
V cui cng bn di l ban lnh o ti cao c nhim v h tr nhng ngi qun l trung gian h
c th h tr nhng ngi tuyn u, nhng ngi to ra tt c nhng im khc bit khch hng cm
thy hi lng vi cng ty. Chng ti thm vo hai bn cnh hnh thp ngc ny cc khch hng c
ni rng tt c cc cn b qun l trong cng ty u trc tip tham gia tm hiu, gp g v phc v khch
hng.

Kh nng sinh li
Mc ch ca quan im marketing l gip t chc t c nhng mc tiu ca mnh. Trong
trng hp cc cng ty t nhn th mc ch chnh l li nhun. Cn trong trng hp cc t chc phi li
nhun v x hi th mc tiu l tn ti v huy ng tin thc hin cng tc ca mnh. y vn
mu cht khng phi l nhm vo li nhun, m l hot ng tt t c li nhun vi tnh cch l mt
sn phm ph. Nu mt cn b iu hnh ca cng ty General Motor pht biu rng ngh ca chng ti l
lm ra tin ch khng phi l chic t, th ng ta t sai trng tm. Cng ty kim tin bng cch tha
mn nhng nhu cu ca khch hng tt hn cc i th cnh tranh.
Trang tri P nui g cng nghip vi doanh s 1,2 t USD c mc li cao hn rt nhiu so vi mc
bnh qun ca ton ngnh v c th phn trn th trng chnh t ti 50%. Sn phm ca nng tri l mt
loi tht g c mt khng hai! Th nhng ngi sng lp ti ba ca nng tri khng inh ninh rng g no
cng l g v khch hng cng vy. Khu hiu ca ng l cn phi c mt ngi cng rn lm ra tht
g mm v ng m bo hon li tin cho nhng khch hng no khng va lng. ng dnh ton tm ton
lc sn xut ra tht g c cht lng ngon n mc l khch hng sn sng tr gi cao hn mua
chng. ng cn cho rng nu m bo cht lng sn phm thng hng v lm n trung thc th s c li
nhun cao, th phn ln v mc tng trng nhanh.
Tuy vy, nhng ngi lm marketing vn phi tham gia phn tch kh nng sinh li ca cc c hi
marketing khc nhau. Cu chuyn sau y s minh ha cho iu ny:
Mt cng ty sn xut giy ca M c cn b ti chnh ca mnh n mt hn o vng Thi Bnh
Dng tm hiu kh nng tiu th sn phm ca mnh . Sau vi ngy ngi cn b gi in v
bo co: Dn y khng mang giy. Khng c th trng.
Cng ty quyt nh c mt cn b kinh doanh gii nht ca cng ty n nc xc minh. Mt
tun sau cn b kinh doanh in v bo co: Dn y khng mang giy, c mt th trng rt ln.
Cng ty quyt nh c mt ph ch tch ph trch marketing i nh gi tnh hnh. Sau hai tun, v
ph ch tch ny in v: Dn y khng mang giy. Tuy nhin bn chn ca h nom rt t v nu c
giy mang th tt hn. D nhin ta phi thit k li giy, v bn chn ca h nh hn. Ta s phi gio dc
cho dn hiu li ch ca vic mang giy. Ta cn tranh th s hp tc ca v trng b lc . Dn chng
khng c tin nhng h trng rt nhiu da. Ti c tnh kh nng tiu th trong mt khong thi gian
ba nm v ton b cc chi ph ca ta, k c vic bn da cho mng li siu th chu u, v kt lun rng
ta c th li 30% trn tng s vn b ra. Ti khng nh l ta cn phi tin ln pha trc.

R rng v ph ch tch ph trch marketing khng ch lm chc trch marketing l pht hin ra
nhu cu v cch tha mn nhu cu , m cn lm c chc trch ti chnh na. Ngh ca ng l to ra
nhng khch hng c th mang li li nhun cho cng ty.
C bao nhiu cng ty thc s theo quan im marketing? ng tic l cn qu t. Ch c mt vi
cng ty thc s ni ting l nhng ngi lm marketing gii; Bnh ko Kinh , C ph Trung Nguyn,
Procter & Gamble, Apple, Disney, Nordstromgs, Wal - Mart, Miliken Limited, McDonals, Marriott
Hotels, Delta Arlines v mt s cng ty Nht (Sony, Toyota, Canon) v cc cng ty chu u (Ikea, Club
Med, Ericson, Bang & Olufsen, Marks & Spencer).
Nhng cng ty ny u tp trung vo khch hng v c t chc c th p ng mt cch c
hiu qu nhng nhu cu lun thay i ca khch hng. H khng ch t chc b phn marketing vi i
ng nhn vin gii, m cn m bo c tt c nhng b phn khc, nh sn xut, ti chnh, nghin cu
v pht trin, nhn s, cung ng, u theo ng quan im khch hng l vua. Cc t chc ny u c mt
n np marketing bt r su vo tt c cc b phn v chi nhnh ca mnh.
Hu ht cc cng ty u cha t ti trnh hon ton thnh thc v marketing. H ngh l h c
lm marketing v h c ph ch tch ph trch marketing, nhng ngi qun l sn phm, lc lng bn
hng, ngn sch qung co... Th nhng b phn marketing th cha chc chn cng ty theo ng quan
im marketing. Cng ty c nhng c im marketing, iu khng c ngha l cng ty theo quan
im hng v th trng v phc v khch hng. Vn l ch n c nm c chnh xc nhng nhu
cu lun thay i ca khch hng v nhng chin lc cnh tranh khng. Trc y, nhng cng ty ln nh
General Motors, Singer, Zenith, Sears, u mt mt th phn ln v h khng iu chnh c nhng chin
lc marketing ca mnh theo th trng lun thay i.
Quan im marketing o c-x hi
Quan im ny khng nh rng, doanh nghip khng nhng phi tho mn nhu cu v i hi ca khch
hng m cn phi gi nguyn hay cng c mc sung tc cho ngi tiu dng v cho ton x hi.
Quan im ny i hi mt sn phm phi tho mn c 3 yu t:
1.Li ch ca Cty
2.Li ch ca khch hng
3. Li ch ca x hi

PHN TCH MI TRNG MARKETING

Mi trng marketing l mt tp hp nhng lc lng khng khng ch c m

cc cng ty phi ch n khi xy dng cc h thng marketing - mix ca mnh. Mi
trng marketing c hiu nh sau:
Mi trng marketing ca cng ty l tp hp nhng ch th tch cc v nhng lc
lng hot ng bn ngoi cng ty v c nh hng n kh nng ch o b phn
marketing, thit lp v duy tr mi quan h hp tc tt p vi cc khch hng mc tiu.
Do tnh cht lun bin ng, khng ch v hon ton bt nh, mi trng
marketing ng chm su sc n i sng cng ty. Nhng bin i din ra trong mi
trng ny khng th gi l chm v c th d on trc c. N c th gy ra nhng
iu bt ng ln v nhng hu qu nng n. V th cng ty cn phi ch theo di tt c
nhng din bin ca mi trng bng cch s dng vo mc ch ny vic nghin cu
marketing v nhng kh nng thu thp thng tin marketing thng ngy bn ngoi cng
ty hin c.
Mi trng marketing gm c mi trng v m v mi trng vi m. Mi trng
vi m l nhng lc lng c quan h trc tip vi bn thn cng ty v nhng kh nng
phc v khch hng ca n, tc l nhng ngi cung ng, nhng ngi mi gii
marketing, cc khch hng, cc i th cnh tranh v cng chng trc tip. Mi trng v
m l nhng lc lng trn bnh din x hi rng ln hn, c nh hng n mi trng
vi m, nh cc yu t nhn khu, kinh t, t nhin, k thut, chnh tr v vn ha. Trc
tin ta hy ni v mi trng v m ca cng ty ri sau s xem xt mi trng vi m.
1. Cc lc lng ch yu ca mi trng v m.
Cc cng ty , nhng ngi cung ng, nhng ngi trung gian Marketing, khch
hng, cc i th cnh tranh v cng chng u hot ng trong mt mi trng v m
rng ln ca cc lc lng v xu hng to ra nhng c hi ng thi cng lm ny sinh
nhng mi e da. Nhng lc lng ny l nhng lc lng "khng th khng ch c"
m cng ty phi theo di v i ph. Trong s nhng lc lng x hi mi c phong tro
xanh, phong tro ph n, quyn ng tnh luyn i, v...v. Trong s cc lc lng kinh t
c tc ng ngy cng tng ca s cnh tranh ton cu. Cc cng ty v ngi tiu dng
ngy cng phi chu nhiu tc ng ca nhng lc lng ton cu. Trong bc tranh ton
cu ang bin i nhanh chng cng ty phi theo di su lc lng ch yu, c th l cc
lc lng nhn khu, kinh t, t nhin, cng ngh, chnh tr v vn ha.
Mi trng nhn khu

Lc lng u tin ca mi trng cn theo di l dn s, bi v con ngi to nn

th trng. Nhng ngi lm Marketing quan tm su sc n quy m v t l tng dn
s cc thnh ph, khu vc v quc gia khc nhau, s phn b tui tc v c cu dn tc,
trnh hc vn, mu hnh h gia nh, cng nh cc c im v phong tro ca khu
vc. Chng ta s nghin cu nhng c im v xu hng ch yu v nhn khu v minh
ha nhng hm ca chng i vi vic lp k hoch Marketing.
S bng n dn s trn ton th gii
S bng n dn s th gii l mt mi lo ch yu ca cc chnh ph v cc t chc
khc nhau trn khp th gii. C s ca mi quan tm ny gm hai yu t. Th nht l
cc ngun ti nguyn ca tri t c hn, khng th m bo cuc sng cho mt s lng
ngi ng nh vy, c bit l vi mc sng m mi ngi khao kht mun c.
Nguyn nhn th hai gy ra mi lo ngi l mc tng dn s t cao nht nhng
nc v cng ng t c kh nng m bo cuc sng nht. Nhng khu vc km pht
trin trn th gii hin chim 76% dn s th gii v ang tng ln vi tc 2% mi
nm, trong khi dn s nhng khu vc pht trin hn ca th gii ch tng 0,6% mi
nm.
C cu tui ca dn s quyt nh cc nhu cu
Dn s c th chia thnh su nhm tui: Cha n tui i hc, tui i hc, thiu
nin, thanh nin tui t 25 n 40, trung nin tui t 40 n 65 v cao nin tui t 65 tr
ln. i vi nhng ngi lm Marketing, l nhng du hiu cho bit nhng loi sn
phm v dch v no s c nhu cu ln trong vi nm ti. V d, nhm ngi cao nin
tng s dn n ch tng nhu cu ca nhng cng ng cn gip trong cuc sng, v
nhng mt hng nh sut nh, trang thit b y t. Nhng ca hng cung cp thc phm
cho nhng ngi cao nin s cn chiu sng mnh hn, cc bng yt th phi in ch to
hn, v phng ngh ngi an ton.
Nhng ngi lm Marketing ngy cng hay c gng phn nh cc nhm tui hn
na i vi cc th trng mc tiu. Nhng nhm mang k hiu vit tt nh sau:
+ Hc sinh c thu nhp v sc mua
+ B gi, tr s sinh
+ Thu nhp gp i, khng c con

+ Hai ngi kim tin v c con

+ Nhng ngi cao nin sung tc
Mi nhm c mt s nhu cu sn phm v dch v nht nh, nhng s thch v
phng tin truyn thng v hnh thc bn l, s gip cc ngi lm Marketing xc nh
chi tit hn nhng hng ha tng ra th trng ca mnh.
Dn tc
Cc nc c c cu dn tc v chng tc rt khc nhau. Nht l mt thi cc, v
mi ngi u l ngi Nht, cn Hoa K th nm thi cc kia, v dn chng c
ngun gc t hu nh tt c cc nc. u tin Hoa K c gi l ni hn c, th
nhng ngy cng thy r nhng du hiu cho thy rng s khng c ni hn c. By gi
ngi ta li gi Hoa K l mt x hi "h ln" vi cc nhm sc tc vn duy tr nhng
im khc bit ca dn tc, quan h hng xm lng ging v cc nn vn ha. Dn s
Hoa K (nm 1990 l 249 triu) gm 80% l da trng, 12% da en v 3% l dn Chu .
Mi nhm dn c c nhng mong mun nht nh v nhng thi quen mua sm nht
nh.
Cc nhm trnh hc vn
Trong bt k x hi no dn c cng c phn thnh nm nhm trnh hc vn:
M ch, hc d dang trung hc, tt nghip trung hc, tt nghip i hc v tt nghip
nghip v chuyn mn. Nht 99% dn c bit ch, trong khi Hoa K 10% - 15% dn
c c th khng bit g v nghip v chuyn mn. Mt khc, Hoa K li l nc c t l
phn trm cng dn tt nghip i hc cao nht, khong 20%.
Cc kiu h gia nh
Mi ngi u ngh, mt h gia nh truyn thng gm chng, v v con ci (i
khi c ng b). Ngy nay Hoa K h gia nh truyn thng khng cn l kiu h gia
nh ph bin na. H gia nh ngy nay gm ngi c thn sng mt mnh, nhng
ngi ln tui cng gii hay khc gii sng chung vi nhau, nhng gia nh ch c b
hoc m, nhng cp v chng khng c con, v nhng t m trng tri. Mi nhm c
nhng nhu cu v thi quen mua sm ring. V d, nhm c thn, ly thn, ga ba, ly d
cn nhng cn h nh hn, nhng thit b khng t tin v nh hn, g v trang tr
ni tht khng t tin v thc phm ng gi nh hn. Nhng ngi lm Marketing phi
ch nghin cu ngy cng nhiu hn nhng nhu cu c bit ca nhng h gia nh

khng theo truyn thng ny, v s h gia nh kiu ny ang tng nhanh hn s h gia
nh truyn thng.
Dch chuyn t th trng i chng sang cc vi th trng
Tc ng ca tt c nhng thay i ny dn n vic chia nh th trng i
chng thnh rt nhiu nhng vi th trng khc nhau v la tui, gii tnh v dn tc,
trnh hc vn, a l, li sng, v...v. mi nhm c nhng s thch r rt v nhng c
im tiu dng ring v c tip cn thng qua nhng knh thng tin v phn phi ngy
cng c mc tiu r rt hn. Cc cng ty t b dn phng thc "n xi" nhm vo
ngi tiu dng "trung bnh" gi nh v ngy cng chuyn sang thit k nhng sn phm
v chng trnh Marketing ca mnh cho nhng vi th trng nht nh.
Mi trng kinh t
Th trng cn c sc mua v cng chng. Sc mua hin c trong mt nn kinh t
ph thuc vo thu nhp hin c, gi c, lng tin tit kim, n nn v kh nng c th
vay tin. Nhng ngi lm Marketing phi theo di cht ch nhng xu hng ch yu
trong thu nhp v cc kiu chi tiu ca ngi tiu dng.
Phn phi thu nhp
Cc nc rt khc nhau v mc v cch phn phi thu nhp. Yu t quyt nh l c cu
cng nghip.
Trong nn kinh t t tc tuyt i b phn dn c lm nng nghip n thun. H
tiu dng hu ht sn phm lm ra v em trao i s cn li ly nhng hng ha v
dch v n gin. H to rt t c hi cho nhng ngi lm Marketing.
Nhng nn kinh t xut nguyn liu thng giu mt hay nhiu ngun ti nguyn
thin nhin, nhng ngho v cc mt khc. Phn ln thu nhp u do xut khu nhng ti
nguyn m c. V d nh Zaire (cao su) v Rp Sau di (du m). Nhng nc ny
l th trng tt i vi cc thit b tch nhit, cc cng c v ph tng, thit b bc xp
vt t v xe vn ti.
Trong nn kinh t ang pht trin, sn xut bt u chim khong t 10 n 20%
tng sn phm quc dn ca t nc. V d nh n , Ai Cp v Philippines. Khi sn
xut tng ln t nc phi da nhiu hn vo vic nhp khu nguyn liu, st thp, my
mc hng nng v t phi nhp khu li nh c, cc sn phm ca giy v thc phm
ch bin. Qu trnh cng nghip ha to ra mt giai tng mi, giu c v mt tng lp

trung lu nh nhng ang pht trin ln, c hai tng lp ny u yu cu nhng kiu
hng ho mi, trong s c mt s phi nhp khu.
Cn trong nn kinh t cng nghip l ngi xut khu ch yu nhng hng ha lm
ra v vn u t. H mua hng cng nghip ca nhau v cng xut khu cho nhau nh
cc kiu nn kinh t khc trao i nguyn liu v cc bn thnh phm. Nhng hot
ng sn xut to ln v a dng ca nhng nc cng nghip ny v tng lp trung lu
rt ng o ca h lm cho nhng nc ny tr thnh nhng th trng giu c i
vi tt c cc loi hng ha.
Phn phi thu nhp c quan h vi c cu cng nghip ca t nc, nhng ng
thi cng chu nh hng ca h thng chnh tr. Ngi lm Marketing phn cc nc
theo nm kiu phn phi thu nhp khc nhau: (1) Thu nhp rt thp, (2) Phn ln c thu
nhp thp, (3) thu nhp rt thp, rt cao, (4) thu nhp thp, trung bnh, cao, v (5) phn
ln c thu nhp trung bnh.
Tit kim, n, kh nng vay tin
Vic chi tiu ca ngi tiu dng chu nh hng ca vic tit kim, n nn v kh
nng vay tin. V d, ngi Nht tit kim khong 18% thu nhp ca mnh, trong khi
nhng ngi tiu dng Hoa K ch tit kim khong 6%. Kt qu l cc ngn hng Nht
c th cho cc cng ty Nht vay tin vi li sut thp hn nhiu so vi cc ngn hng
Hoa K, v chnh kh nng c c vn r hn ny gip cc cng ty Nht pht trin
nhanh hn. Nhng ngi tiu dng Hoa K cng c t l n trn thu nhp cao v iu
ny li lm chm li nhng khon chi tiu cho nh v nhng mt hng cao cp. Hoa
K c kh nng vay tn dng rt d, song li sut kh cao, c bit l i vi nhng ngi
i vay c thu nhp tng i thp. Nhng ngi lm Marketing phi theo di k lng
mi bin ng ln trong thu nhp, gi sinh hot, li sut, cc kiu tit kim v vay tin,
bi v chng c th c nh hng ln, c bit l n nhng cng ty, nhng sn phm c
mc nhy cm cao i vi thu nhp v gi.
Mi trng t nhin
Trong nhng nm 1990 iu kin ca mi trng t nhin ngy cng xu i tr
thnh mt trong nhng vn quan trng t ra trc cc doanh nghip v cng chng.
nhiu thnh ph trn th gii tnh trng nhim khng kh v nc t ti mc
nguy him. Mt mi lo rt ln l cc ha cht cng nghip to ra l thng trn tng
ozone gy nn hiu ng nh knh, tc l lm cho tri t nng ln n mc nguy him.

 Ty u, cc ng "xanh" gy sc p rt mnh i phi c nhng hnh ng chung

lm gim nhim trong cng nghip.
Nhng ngi lm Marketing cn nhy bn vi nhng mi e da v c hi gn lin
vi bn xu hng trong mi trng t nhin.
Thiu ht nguyn liu
Vt cht ca tri t c loi v hn, loi hu hn, c th ti to c v loi hu
hn khng ti to c. Ngun ti nguyn v hn, nh khng kh, khng t ra vn
cp bch, mc d c mt s nhm thy c mi nguy him lu di. Cc nhm bo v
mi trng vn ng cm s dng mt s cht y nht nh trong cc bnh xt, v
chng c kh nng ph hu tng ozone ca kh quyn. mt s khu vc trn th gii,
nc l mt vn ln.
Nhng ngun ti nguyn hu hn, ti to c, nh rng v thc phm, cn c
s dng mt cch khn ngoan. Nhng ngun ti nguyn hu hn khng ti to c, nh
du m, than , km, bc, s t ra mt vn nghim trng khi gn n lc b cn kit.
Chi ph nng lng tng
Mt ngun ti nguyn hu hn khng th ti to - du m - ra nhng vn
nghim trong cho nn kinh t th gii. Gi du m tng vt thc y vic tm kim ro
rit nhng dng nng lng khc. Than li tr nn ph bin v cc cng ty tm
kim nhng phng tin c ngha thc tin khai thc nng lng mt tri, ht nhn,
gi v cc dng nng lng khc. Ch ring trong lnh vc nng lng mt tri c
hng trm cng ty tung ra nhng sn phm th h u tin khai thc nng lng mt
tri phc v si m nh v cc mc ch khc. Mt s cng ty tm cch ch to t
in c gi tr thc tin v treo gii thng hng t bc cho ngi ot gii.
Mc nhim tng
Mt s hot ng cng nghip chc chn s hu hoi cht lng ca mi trng t
nhin. Hy xt vic loi b cc cht thi ha hc v ht nhn, mc nhim thu ngn
gy nguy him ca nc bin, cc ha cht gy nhim khc trong t v thc phm v
vic vt ba bi trong mi trng nhng chai l, cc vt liu bao b bng nha v cht
khc khng b phn hu sinh hc.
Mi lo lng ca cng chng to ra mt c hi Marketing cho nhng cng ty
nhy bn. N to ra mt th trng ln cho cc gii php kim sot nhim, nh thp

lc kh, cc trung tm ti sinh v h thng bi thi. N dn n ch tm kim nhng

phng n sn xut v bao gi hng ha khng hu hoi mi trng. Nhng cng ty
khn ngoan thay v b chm chn, ch ng c nhng chuyn bin theo hng bo
v mi trng t ra l mnh c quan tm n tng lai ca mi trng th gii.
Mi trng cng ngh
Mt lc lng quan trng nht, nh hnh cuc sng ca con ngi l cng ngh.
Cng ngh to ra nhng iu k diu nh penicillin, m tim m, v thuc trnh thai.
N cng gy ra nhng ni kinh hong nh bom khinh kh, kh c i vi h thn kinh
v sng tiu lin. N em li cho ta nhng th va li va hi, nh t, tr chi video,
bnh m trng. Thi ca ngi ta i vi cng ngh tu thuc vo ch ngi ngh
nhiu n nhng iu k diu hay nhng iu kinh hong m n em li.
Mi cng ngh mi u l mt lc lng "ph hoi mt cch sng to". Transistor
gy thit hi cho ngnh sn xut bng in t, k thut sao chp xerox gy thit hi
cho ngh sn xut giy than, t gy thit hi cho ngnh ng st, v truyn hnh
gy thit hi cho bo ch. ng l ra nhng ngnh c phi chuyn sang nhng ngnh mi,
song nhiu ngnh chng li hay xem thng chng v kt qu l nhng x nghip ca
ngnh b suy sp.
Mi cng ngh u to ra mt hu qulu di quan trng m khng phi bao gi
cng c th thy trc c. V d, thuc trnh thai lm cho gia nh nh hn, nhiu b
v i lm hn v phn thu nhp c tu s dng cng ln hn, dn n chi tiu nhiu
hn cho chuyn du lch ngh ngi, mua sm nhng hng ha lu bn v nhng th khc.
Ngi lm Marketing phi theo di nhng xu hng sau y trong cng ngh.
S tng tc ca vic thay i cng ngh
Rt nhiu sn phm thng thng ngy nay cch y 30 nm khng th kim u
ra. John F.Kenedy khng bit my tnh c nhn, ng h eo tay hin s, u my video
hay my Fax. Trong cun Future Shock ca mnh Alvin Toffler thy c s tng tc
trong pht minh, khai thc v truyn b cc cng ngh mi. Ngy cng nhiu tng
em li kt qu, v thi gian t khi c nhng tng mi n khi thc hin thnh cng
ang c rt ngn nhanh chng, v thi gian t khi a vo sn xut n nh cao ca
sn xut cng c rt ngn ng k. Chn mi phn trm nhng nh khoa hc c hin
nay vn cn sng, v cng ngh t nui mnh.
Nhng c hi i mi v hn

Ngy nay cc nh khoa hc ang nghin cu mt lot nhng cng ngh mi rt k

l s to nn mt cuc cch mng i vi cc sn phm v cc qu trnh sn xut ca ta.
Nhng cng trnh nghin cu l th nht ang c tin hnh trong cc lnh vc cng
ngh sinh hc, in t cht rn, robot hc v cc khoa hc vt liu. Ngy nay cc nh
khoa hc ang nghin cu cch cha bnh AIDS hu hiu hn, thuc trng sinh, thuc
gim au, robot lm vic nh, thuc trnh thai tuyt i an ton, v thc phm ngon, b
dng khng gy bo. Ngoi ra cc nh khoa hc cng nghin cu nhng sn phm vin
tng, nh t bay, truyn hnh ba chiu v nhng khu nh trong v tr. Trong mi
trng hp, thch thc khng ch l v mt k thut, m l c v mt thng mi, tc l
phi pht trin c nhng phng n va ti tin cho cc sn phm .
Thay i ngn sch nghin cu v pht trin
Hoa K dn u th gii v chi ph hng nm cho nghin cu v pht trin (74 t
USD), nhng gn 60% s kinh ph c dnh cho quc phng. Cn iu chnh thm
kinh ph cho khoa hc nghin cu vt liu, cng ngh sinh hc v vi c kh. Trong khi
Nht ang tng chi ph cho nghin cu thm d nhng vn c bn trong vt l, l sinh
v khoa hc my tnh.
Phn kinh ph nghin cu v pht trin ca Hoa K dnh cho pht trin ngy cng
tng gy nn mi lo l liu Hoa K c th duy tr c v tr dn u trong khoa hc
c bn khng. Nhiu cng ty ang theo ui nhng ci tin lt vt cho sn phm ch
khng gim mo him u t vo nhng nghin cu i mi ln. Ngay c nhng cng ty
nghin cu c bn nh Du Pont, Bell Laboratories v Pfizer cng lm vic rt thn trng.
Nhiu cng ty mu tnh b tin vo vic sao chp nhng sn phm ca cc i th cnh
tranh v ch c nhng ci tin nh v tnh nng v kiu dng. Phn ln nhng nghin cu
l phng ng ch khng phi tin cng. Ngy cng nhiu cng trnh nghin cu
nhm to ra bc t ph quan trng l do cc tp on cng ty thc hin ch khng phi
tng cng ty ring r.
Quy nh v thay i cng ngh ngy cng cht ch
Khi sn phm ngy cng phc tp hn, cng chng cn c bo m an ton chc
chn. V vy cc c quan nh nc tng cng quyn lc ca mnh i vi vic kim
tra v nghim cm nhng sn phm c kh nng khng an ton.
Vic thay i cng ngh gp phi s chng i ca nhng ngi xem l mt s
e da t nhin, cuc sng ring t, tnh cht n gin v thm ch c loi ngi na.
Nhiu nhm khc nhau phn i vic xy dng nhng nh my in nguyn t, nhng

ngi nh cao tng v nhng c s gii tr trong cc vn quc gia. H i hi phi nh

gi cc cng ngh mi v mt cng ngh trc khi thng mi ha chng.
Nhng ngi lm Marketing cn hiu r l mi trng cng ngh lun thay i v
nm c nhng cng ngh mi c th phc v nhu cu ca con ngi nh th no.
H cn hp tc cht ch vi nhng ngi lm cng tc nghin cu v pht trin
khuyn khch h nghin cu hng theo th trng nhiu hn. H phi cnh gic vi
nhng hu qu khng mon mun ca mi i mi c th gy thit hi cho ngi s dng
v to ra s mt tn nhim cng thi chng i ca ngi tiu dng.
Mi trng chnh tr
Nhng quyt nh Marketing chu tc ng mnh m ca nhng din bin trong
mi trng chnh tr. Mi trng ny gm c lut php, cc c quan nh nc v nhng
nhm gy sc p c nh hng v hn ch cc t chc v c nhn khc nhau trong x hi.
Hin nay c kh nhiu o lut iu chnh hot ng kinh doanh, gy cn tr n
hot ng kinh doanh. Lut kinh doanh c mt s mc ch. Th nht l bo v cc cng
ty trong quan h vi nhau. Cc gim c iu hnh doanh nghip u ca ngi cnh tranh
nhng li c gng v hiu cnh tranh khi n ng chm n mnh. Khi b e da, mt s
ngi tham gia vo vic nh gi rt chi li hay khuyn mi hy nhng mu toan xit
cht vic phn phi. Cho nn phi thng qua nhng o lut xc nh v ngn chn
cnh tranh khng lnh mnh.
Mc ch th hai ca vic iu chnh ca chnh quyn l bo v tiu dng trc
tnh trng kinh doanh gian di. Nu ch cn li mt mnh, mt s cng ty s gim cht
lng sn phm ca mnh, qung co sai s thc, nh la bng bao b v dng gi
cu khch. Nhiu c quan xc nh v ngn chn nhng hnh vi gian di i vi ngi
tiu dng. Nhiu nh qun tr gin d mi khi c thm mt o lut bo v ngi tiu
dng, ch c mt s rt t cho rng phong tro bo v ngi tiu dng c th l mt
vic tt nht lm c.
Mc ch th ba ca quy nh ca chnh quyn l bo v li ch ca x hi chng
li nhng hnh vi ba bi trong kinh doanh. C th xy ra trng hp tng sn phm
quc gia ca mt nc tng ln, nhng cht lng cuc sng li gim st. Mc ch
chnh ca nhng o lut mi v/ hay vic cng ch thi hnh l nhm buc cc doanh
nghip phi gnh vc nhng chi ph x hi do qu trnh sn xut hay sn phm ca h
gy ra.

Tuy vy, phn s ca nhng ngi lm Marketing l phi nm vng nhng o lut
bo v cnh tranh, ngi tiu dng v x hi. Ni chung, cc cng ty u xy dng
nhng th tc xem xt tnh hp php v ban hnh nhng tiu chun o c hng
dn nhng nh qun tr Marketing ca mnh. Song c mt s nhng ngi lm Marketing
vn phn nn rng c qu nhiu quyt nh Marketing l do b phn php l a ra v h
mun c c quyn t do hn mt cht trong vic thng qua quyt nh gy tr ngi
cho cc hot ng ca marketing.
Mi trng vn ha
X hi m con ngi ln ln trong nh hnh nim tin c bn, gi tr v cc
chun mc ca h. Con ngi hp th, hu nh mt cch khng c thc, mt th gii
quan xc nh mi quan h ca h vi chnh bn thn mnh, vi ngi khc, vi t nhin
v vi v tr. Sau y l mt s c im v xu hng vn ha ch yu m ngi lm
Marketing cn quan tm.
Nhng gi tr vn ha ct li bn vng
Nhng ngi sng trong mt x hi c th c rt nhiu nim tin v gi tr ct li c
khuynh hng tn ti lu bn. Chng hn nh hu ht ngi M u tin chc l phi lm
vic, lp gia nh, lm cng vic t thin v sng lng thin. Nhng nim tin v gi tr
ct li c truyn t b m sang con ci v c cc nh ch x hi, nh nh trng,
nh th, doanh nghip, nh nc, cng c thm.
Nhng nim tin v gi tr th yu ca con ngi d thay i hn. Vic tin tng
vo th ch hn nhn l mt nim tin ct li, cn vic tin vo iu l ngi ta phi lp gia
nh sm l mt nim tin th yu. Nhng ngi lm Marketing k hoch ha gia nh c
th t c kt qu nhiu hn trong vic thuyt phc mi ngi nn thnh lp gia nh
mun, ch khng th thuyt phc h hon ton khng nn lp gia nh. Nhng ngi lm
Marketing c mt s c may thay i nhng gi tr th yu ch rt t kh nng thay
i nhng gi tr ct li.
Mi nn vn ha u bao gm nhng nhnh vn ha
Mi x hi u cha ng nhiu nhnh vn ha, tc l nhng nhm ngi khc
nhau cng chia s nhng gi tr ny sinh t nhng kinh nghim v hon cnh sng nht
nh. Trong trng hp cc nhm ca nhng nhnh vn ha th hin nhng mong mun
v hnh vi tiu dng khc nhau, th nhng ngi lm Marketing c th la chn cc
nhnh vn ha lm nhng th trng mc tiu ca mnh.

Nhng gi tr vn ha th yu bin i theo thi gian

Mc d nhng gi tr vn ha ct li kh bn vng, vn c nhng bin i nht
nh. Trong thi k ca thp k 60, phong tro "hippi", ban nhc Beatles, Elvis Presley,
tp ch Playboy v nhng hin tng vn ha khc c nh hng ln n cch tc,
cch n mc, nhng chun mc v quan h nam n v mc ch cuc sng ca lp tr.
Lp tr ngy nay li chu nh hng ca nhng nhn vt v mt nht thi mi: Michael
Jordan, Madonna, Bruce Springsteen. Mt trong nhng hnh tng mi ch yu l nhng
nh chuyn nghip tr thnh ph c rt nhiu tham vng ngh nghip v kin thc bo
th ca tui tr ngy nay.
Nhng ngi lm Marketing ht sc quan tm n vic pht hin nhng bin i v
vn ha c th bo trc nhng c hi Marketing v mi e da mi. Mt s cng ty
cung cp nhng d bo x hi/ vn ha theo hng ny. Mt trong nhng cng ty ni
ting nht l Yankelovich Monitor. Monitor phng vn 2.500 ngi mi nm v theo
di 35 xu hng x hi, nh "chn ght ci to ln", "thuyt huyn nhim", "sng v ngy
hm nay", "lnh xa quyn chim hu" v "thch khoi lc". N m t t l phn trm dn
c c cng quan im cng nh t l phn trm dn c theo xu hng ngc li. V d,
t l nhng ngi coi trng sc kho v cuc sng sung tc tng ln mt cch n nh
trong nhiu nm, c bit l trong nhm di ba mi tui, nhng ph n tr, nhm
thng lu, v nhng ngi sng min Ty. Nhng ngi lm Marketing thc phm t
nhin v thit b tp th dc cung cp cho xu hng ny nhng thc phm thch hp v
thng tin cn thit.
2. 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.

PHN TCH NGNH V I TH CNH TRANH

Tm tt
chun b mt chin lc Marketing c hiu qu cng ty phi nghin cu cc i th
cnh tranh ca mnh cng nh nhng khch hng hin c v tim n ca mnh. iu
c bit cn thit khi cc th trng tng trng chm, bi v ch c th tng c mc
tiu th bng cch ginh git n t cc i th cnh tranh.
Nhng i th cnh tranh gn nht ca mt cng ty l nhng i th tm cch tha
mn cng nhng khch hng v nhng nhu cu ging nhau v sn xut ra nhng sn
phm tng t. Cng ty cng cn ch n nhng i th cnh tranh ngm ngm, nhng
ngi c th a ra nhng cch mi hay khc tha mn cng nhng nhu cu . Cng

ty cn pht hin cc i th cnh tranh ca mnh bng cch phn tch ngnh cng nh
phn tch trn c s th trng.
Cng ty cn thu thp thng tin v nhng chin lc, mc tiu, cc mt mnh/ yu
v cc cch phn ng ca cc i th cnh tranh. Cng ty cn bit cc chin lc ca
tng i th cnh tranh pht hin ra nhng i th cnh tranh d on nhng bin
php v nhng phn ng sp ti. Khi bit c nhng mt mnh v mt yu ca i th
cnh tranh, cng ty c th hon thin chin lc ca mnh ginh u th trc nhng
hn ch ca i th cnh tranh, ng thi trnh xm nhp vo nhng ni m i th
mnh. Bit c cc cch phn ng in hnh ca i th cnh tranh s gip cng ty la
chn v nh thi gian thc hin cc bin php.
Cc cng ty cn bit nm vn v cc i th cnh tranh: Nhng ai l i th
cnh tranh ca ta? Chin lc ca h nh th no? Mc tiu ca h l g? Nhng im
mnh v im yu ca h l g? Cch thc phn ng ca h ra sao? Chng ta s xem xt
xem nhng thng tin ny gip ch cng ty nh th no trong vic hoch nh chin lc
Marketing ca mnh.
1. Phn tch i th cnh tranh ca cng ty
Thng thng ngi ta c cm tng rng vic pht hin cc i th cnh tranh ca mnh
l mt nhim v n gin. Coca-Cola bit rng Pepsi - Cola l i th cnh tranh ch yu
ca mnh; v Sony cng bit rng Matsushita l i th cnh tranh chnh ca mnh. Cc
cng ty phi trnh mc "bnh cn th v i th cnh tranh". Cng ty c nhiu kh nng
b nhng i th cnh tranh ngm ngm "chn vi" hn l b cc i th cnh tranh hin
ti. Sau y l mt s v d in hnh:
Eastman Kodak trong ngh kinh doanh phim chp nh ca mnh ang lo lng v s
cnh tranh ngy cng tng t pha Fuji, mt hng sn xut phim ca Nht. Th nhng
Kodak cn gp phi mt mi e da ln hn nhiu ca pht minh mi y l "my nh
k thut s (khng film)". Loi my nh do Canon v Sony bn ra ny chp hnh video
tnh c th pht li trn Tivi hay trng ra thnh nh, v thm ch xa i. My nh khng
phim qu thc l mt mi e da thc s to ln bit bao cho ngh sn xut phim!
Uneliver v cc nh sn xut cc cht ty ra khc ang rt bc tc v vic ngi ta
ang nghin cu mt kiu my git siu m. Nu thnh cng th my git ny s git
qun o trong nc m khng cn bt k mt cht ty ra no. N c th ty sch tt c
cc vit bn trn tt c cc loi vi. My git siu m qu l mt mi e da ln cho
ngnh sn xut cht ry ra!

Chng ta c th phn bit thnh bn mc cnh tranh cn c vo mc

thay th ca sn phm:
1. Cnh tranh nhn hiu:
Cng ty c th xem nhng cng ty khc c bn sn phm v dch v tng t cho
cng mt s khch hng vi gi tng t l cc i th cnh tranh ca mnh. Chng hn
nh Buick c th xem i th cnh tranh ch yu ca mnh l Ford, Toyota, Honda,
Renault v nhng hng sn xut t loi gi va phi. Nhng h khng thy mnh ang
cnh tranh vi Mercedes hay vi Yugo.
2. Cnh tranh ngnh:
Cng ty c th xem mt cch rng hn tt c nhng cng ty sn xut cng mt loi
hay mt lp sn phm u l i th cnh tranh ca mnh. Trong trng hp ny Buick s
thy mnh ang cnh tranh vi tt c cc hng sn xut t khc.
3. Cnh tranh cng dng:
Cng ty cn c th xem mt cch rng hn na l tt c nhng cng ty sn xut ra
nhng sn phm thc hin cng mt dch v l i th cnh tranh ca mnh. Trong
trng hp ny Buick thy mnh ang cnh tranh khng ch vi nhng hng sn xut t
khc, m c vi cc nh sn xut xe gn my, xe p v xe ti.
4. Cnh tranh chung:
Cng ty c th xt theo ngha rng hn na l tt c nhng cng ty ang kim tin
ca cng mt ngi tiu dng u l i th cnh tranh ca mnh. Trong trng hp ny,
Buick s thy mnh ang cnh tranh vi nhng cng ty ang bn nhng hng tiu dng
lu bn ch yu, chuyn i ngh nc ngoi, v nh mi.
C th hn ta c th pht hin cc i th cnh tranh ca mt cng ty theo quan
im ngnh v quan im th trng.
Quan im ngnh v cnh tranh
Ngnh c nh ngha l mt nhm nhng cng ty cho bn mt sn phm hay
mt lp sn phm c th hon ton thay th nhau c. Ta vn thng ni ngnh cng
nghip t, ngnh du m, ngnh dc phm,v...v. Cc nh kinh t nh ngha nhng sn
phm hon ton thay th nhau l nhng sn phm c nhu cu co gin ln nhau ln. Nu
gi ca mt sn phm tng ln v lm cho nhu cu i vi sn phm khc cng tng ln,

th hai sn phm l hon ton thay th nhau c. Nu gi xe t Nht tng th ngi

ta s chuyn sang xe M, hai loi xe ny hon ton thay th nhau.
Cc nh kinh t cn a mt khung chun tm hiu cc ng thi ca ngnh. V
c bn, vic phn tch bt u t vic tm hiu nhng iu kin c bn to nn c s cho
cu v cung. Nhng iu kin ny li nh hng n c cu ngnh. C cu ngnh n
lt n li nh hng n s ch o ngnh trong nhng lnh vc nh pht trin sn
phm, nh gi v chin lc qung co. Sau s ch o ca ngnh s quyt nh kt
qu ca ngnh, nh hiu sut ca ngnh, tin b v cng ngh, kh nng sinh li v m
bo vic lm.
y ta s tp trung vo nhng yu t chnh quyt nh c cu ngnh.
S ngi bn v mc khc bit
im xut pht m t mt ngnh l xc nh xem c mt, mt vi hay nhiu
ngi bn v sn phm ng nht hay rt khc bit. Nhng c im ny l v cng quan
trng v sinh ra nm kiu c cu ngnh nh mi ngi u bit (cnh tranh hon ho, c
quyn tuyt i, cnh tranh c quyn, nhm c quyn hon ho, nhm c quyn c
khc bit).
C cu cnh tranh ca mt ngnh c th thay i theo thi gian. Hy xt trng
hp Sony tung ra mt sn phm mi l Wlakman. Lc u Sony l ngi c quyn,
nhng t lu sau nhiu cng ty khc nhy vo v tung ra bn nhng mu m khc nhau
ca sn phm , dn n mt c cu cnh tranh c quyn. Khi mc tng trng ca
nhu cu chm li th ny sinh hin tng "ri rng bt" v c cu ngnh chuyn thnh
nhm c quyn c phn bit. Cui cng ngi mua thy hng ha rt ging nhau v gi
v ch khc nhau v mt s c im. Khi ngnh ang tin dn n c cu nhm c
quyn thun khit.
Nhng ro cn nhp v c ng
Trong trng hp l tng, th cc cng ty phi c t do tham gia vo nhng
ngnh t ra l c li nhun hp dn. S tham gia ca h dn n lm tng sc cung v rt
cuc s lm gim li nhun xung mc t sut li nhun bnh thng. Vic gia nhp
ngnh d dng ngn cn cc cng ty hin ti khng cho h bn rt siu li nhun
lu di. Tuy nhin, cc ngnh khc nhau rt nhiu v mc d dng nhp ngnh. C th
d dng m mt nh hng mi, nhng kh m c th gia nhp ngnh t. Ro cn nhp
ch yu l yu cu vn ln, mc tit kim nh quy m, yu cu v bng sng ch v

giy php sn xut, thiu a im, nguyn liu, hay nh ngi phn phi, yu cu v
danh ting, v...v. Mt s ro cn l vn c i vi nhng ngnh nht nh, cn mt s ro
cn khc th do nhng bin php ring l hay kt hp ca cc cng ty hin c dng ln.
Ngay c sau khi cng ty gia nhp ngnh, n vn c th vp phi nhng ri cn c ng
khi cng ty c gng xm nhp nhng khc th trng hp dn hn.
Nhng ro cn xut v thu hp quy m
Trong trng hp l tng, cc cng ty phi c t do ri b nhng ngnh c li
nhun khng cn hp dn na, th nhng h thng vp phi ro cn xut. Trong s ro
cn xut c ngha v php l hay o c i vi khch hng, ch n v cng nhn vin;
nhng hn ch ca Nh nc; gi tr thu hi sn xut thp do qu chuyn dng hay li
thi; khng c cc c hi khc; mc nht th ha dc cao; ro cn tinh thn v.v
Nhiu cng ty kin tr bm ngnh khi m h cn c th trang tri c nhng chi ph bin
i ca mnh v mt phn hay ton b chi ph c nh. Tuy nhin, s tip tc c mt ca
h lm gim bt li nhun ca tt c mi cng ty. Nhng cng ty mun li ngnh phi
h thp ro cn xut cho cc cng ty khc. H c th mua li ti sn ca cc i th cnh
tranh, p ng nhng ngha v i vi khch hng, v.v Cho d mt s cng ty khng
ri khi ngnh, c th h s buc phi thu nh quy m ca mnh li. y cng c nhng
ro cn thu hp m nhng i th cnh tranh nng ng hn c th c gng dng ln.
C cu chi ph
Mi ngnh u c nhng khon chi ph nht nh c tc dng nhiu n cch ch
o ca n. V d, ngnh luyn thp c nhng chi ph rt ln v sn xut v nguyn liu,
trong khi ngnh sn xut chi th chi ph phn phi v Marketing rt ln. Cc cng
ty s ch nhiu n nhng chi ph ln nht ca mnh v s ra chin lc nhm gim
bt nhng chi ph . V th cng ty thp c nh my hin i nht s c u th rt ln so
vi cc cng ty thp khc.
Hp nht theo ngnh dc
Trong mt s ngnh, cc cng ty c th thy l nn nht th ha ngc v/ hay
thun. Mt v d in hnh l ngnh cng nghip du m, nhng nh sn xut ch
yu u tin hnh thm d, khoan, lc du v sn xut ha cht nh mt phn hot ng
ca mnh. Nht th ha dc thng c tc dng h gi thnh v cng tng kh nng kim
sot dng g tr gia tng. Ngoi ra nhng cng ty ny cn c th thao tng gi c v chi
ph ca mnh trn cc khc th trng khc nhau ca ngnh mnh kim li nhng ni

c mc thu thp nht. Nhng cng ty no khng c kh nng nht th ha dc s phi

hot ng th bt li.
Vn ra ton cu
C nhng ngnh hon ton mang tnh cht a phng v c nhng ngnh mang
tnh ton cu (nh du m, ng c my bay, my nh). Nhng cng ty thuc nhng
ngnh ton cu cn phi cnh tranh trn phm vi ton cu, nu nh h mun t c
vic tit kim nh quy m v bt kp vi nhng cng ngh tin tin nht.
Quan im th trng v cnh tranh
Thay v n nhng cng ty sn xut cng loi sn phm (quan im ngnh), ta
c th n nhng cng ty tha mn cng mt nhu cu ca khch hng. Mt nh sn
xut my tnh c nhn thng ch thy nhng nh sn xut my tnh khc l cc i th
cnh tranh ca mnh. Tuy nhin, theo quan im nhu cu ca khch hng th thc s
khch hng mun c "kh nng vit". Nhu cu ny c th tha mn c bng bt ch,
bt my, my ch, v...v. Ni chung quan im th trng v cnh tranh gip cho cng
ty thy rng hn cc i th cnh tranh thc t v tim n v kch thch vic lp k
hoch chin lc Marketing di hn hn.

H.6-1. Bn chin trng sn phm/th trng i vi thuc nh rng

Vn then cht pht hin cc i th cnh tranh l gn lin phn tch ngnh vi
th trng thng qua vic lp bn chin trn sn phm/th trng. H.6-1 minh ha
chin trng sn phm/th trng trn th trng thuc nh rng theo kiu sn phm v
nhm tui khch hng. Ta thy rng cc cng ty Procter & Gamble v Colgate-Palmolive
chim chn khc th trng; Laver Brother chim ba; Beecham chim hai; v Topol
chim hai. Nu Topol mun xm nhp cc khc th trng khc th n phi nh gi quy
m th trng ca tng khc th trng v th phn ca cc i th cnh tranh trn tng
khc th trng, nng lc, mc tiu v chin lc ca cc i th cnh tranh cng nh
nhng ro cn nhp tng khc th trng .
2. Phn tch chin lc ca cc i th cnh tranh
Nhng i th cnh tranh gn nht ca cng ty l nhng i th cng theo ui
nhng th trng mc tiu ging nhau vi chin lc ging nhau. Nhm chin lc l
nhm cc cng ty cng p dng mt chin lc ging nhau trn mt th trng mc tiu
nht nh
minh ha, chng ta gi s rng c mt cng ty mun tham gia ngnh thit b
nh bp ch yu. Gi s rng hai tham bin chin lc quan trng ca ngnh l hnh
nh cht lng v mc nht th ha dc. Cng ty dng s nh trong H.9-3 v
pht hin ra rng c bn nhm chin lc. Nhm chin lc A gm mt i th cnh
tranh (Maytag). Nhm chin lc B gm ba i th cnh tranh ch yu (General Electric,
Whirlpool, v Sears). Nhm chin lc C gm bn i th cnh tranh v nhm chin
lc D gm hai i th cnh tranh.
T vic pht hin nhng nhm chin lc ny ny sinh ra nhng tng quan
trng. Th nht, chiu cao ca cc ro cn nhp khc nhau i vi tng nhm chin lc.
Mt cng ty mi, d nhp vo nhm D hn, bi v ch cn vn u t ti thiu vo vic
nht th ha dc v vo cc thnh phn cht lng v danh ting. Ngc li, cng ty
s kh gia nhp vo nhm A hay nhm B nht. Th hai l nu cng ty nhp c vo mt
trong bn nhm th cc thnh vin ca nhm s tr thnh nhng i th cnh tranh
ch cht ca cng ty ny. Chng hn nh, nu cng ty nhp c vo nhm B th n cn
phi c sc mnh ch yu chng li General Electric, Whirlpool, v Sears. Nu
mun thnh cng th n phi c mt s u th cnh tranh no y khi gia nhp nhm .
Mc d cnh tranh din ra quyt lit nht trong ni b nhm chin lc, gia cc
nhm vn c s knh ch. Th nht l mt s nhm chim lc c th c ln chim
cc nhm khch hng ca nh. V d, nhng nh sn xut thit b nh bp ch yu c
chin lc khc nhau u chy theo nhng ngi xy dng nh kiu chung c. Th hai

l cc khch hng c th khng thy c s khc bit g nhiu gia cc mt hng cho bn.
Th ba l mi nhm u c th mun m rng phm vi khc th trng ca mnh, nht l
nu cc cng ty u c quy m v sc mnh ngang nhau v ro cn c ng gia cc
nhm li thp.
Trong thc t, mi i th cnh tranh u nh hng chuyn mn ca mnh y
hn l ch theo hai tham bin. Mt v d v s so snh hai cng ty in t ch yu, Texas
Instruments v Hewlett Packard (Bng 6-1). R rng l, mi cng ty c mt c cu
chin lc khc nhau v v th cng nhm vo nhng nhm khch hng khc nhau. Cng
ty cn c nhng thng tin chi tit hn na v tng i th cnh tranh. N cn bit cht
lng sn phm, tnh nng v danh mc sn phm, dch v phc v khch hng; chnh
sch gi c; phm vi phn phi, chin lc v lc lng bn hng; qung co v cc
chng trnh kch thch tiu th; hot ng nghin cu v pht trin, tnh hnh sn xut,
cung ng, ti chnh v cc chin lc khc ca tng i th cnh tranh.
Cng ty phi khng ngng theo di chin lc ca cc i th cnh tranh. Nhng
i th cnh tranh giu ngun lc thng thay i chin lc sau mt thi gian. Hy xem
xt chin lc trong ngnh t pht trin nh th no trong nhng nm qua.
Ford l ngi chin thng u tin, v cng ty ny m bo c chi ph thp.
Sau GM vt ln trn Ford, bi v n p ng c mong mun mi ca th
trng l a dng. V sau cc cng ty Nht chim v tr dn u, bi v h cung ng
nhng kiu xe tit kim nhin liu. Tip n cc cng ty Nht li tin ln sn xut nhng
kiu xe c tin cy cao. Khi m cc nh sn xut t M cn ang loay hoay vi cht
lng th cc nh sn xut t Nht chuyn sang cht lng cm gic, nhng iu
nhn thy v cm thy ca chic xe v cc b phn khc nhau ca n. Mt k s trc kia
lm vic cho hng Ford pht biu: "Chnh cn gt tn hiu r mi khng b rng tc
nng h knh xe cm gic v nm iu ha nhit l mt im cnh tranh
ginh khch hng".
R rng l cc cng ty phi nhy bn vi thay i mong mun ca khch hng v
cch thc m cc i th thay i chin lc p ng nhng mong mun mi xut
hin ny.
3. Xc nh cc mc tiu ca i th cnh tranh
Sau khi pht hin c nhng i th cnh tranh chnh v chin lc ca h, ta
phi t vn : Tng i th cnh tranh ang tm kim ci g trn th trng? Ci g
iu khin hnh vi ca tng i th cnh tranh?

Mt gi thit ban u c ch l cc i th cnh tranh u phn u tng ti a

li nhun ca mnh. Ngay c trong trng hp ny, cc cng ty cng c cch nhn nhn
khc nhau v tm quan trng ca li nhun trc mt so vi li nhun lu di. Hn na
c mt s cng ty li hng suy ngh ca mnh vo vic "tha mn" ch khng phi "tng
ti a". H ra ch tiu li nhun mc tiu v hi lng khi t c n, cho d l vi
nhng chin lc v n lc khc c th t c li nhun ln hn.

Bng 6-1. So snh nhng mc tiu chin lc ca Texas Instruments v HewlettPackard

Mt gi thit khc na l, mi i th cnh tranh u theo ui mt s mc tiu. Ta
cn bit tm quan trng tng i m i th cnh tranh nhn nhn i vi kh nng sinh
li hin ti, mc tng th phn, lu kim, v tr dn u v cng ngh, v tr dn u v
dch v, v.v Khi bit c cc mc tiu vi tm quan trng nht nh ca i th cnh
tranh, ta c th bit c i th cnh tranh c hi lng hay khng vi kt qu ti chnh
hin thi ca h v h c th phn ng nh th no vi cc kiu tin cng cnh tranh
khc nhau, v.v V d, mt i th cnh tranh theo ui v tr dn u v chi ph thp s
phn ng mnh m hn i vi trng hp mt i th cnh tranh no c mt bc
t pht v quy trnh sn xut so vi trng hp i th ch tng ngn sch qung co.
C th minh ha rt r s khc bit rt ln gia cc mc ch ca cc i th cnh
tranh qua vic so snh cc cng ty Hoa K v Nht:

Cc cng ty Hoa K phn nhiu hot ng theo m hnh tng ti a li nhun trc
mt, phn nhiu l v cc c ng u xt on kt qu kinh doanh hin ti ca h, v nu
cc c ng mt lng tin, bn c phiu ca mnh i, th s lm tng chi ph vn ca
cng ty. Cc cng ty Nht hot ng, phn nhiu theo m hnh tng ti a th phn. H
cn m bo cng n vic lm cho hn 100 triu ngi mt nc ngho ti nguyn
thin nhin. Cc cng ty Nht c yu cu v li nhun thp hn, bi v phn ln vn u
vay ca nhng ngn hng mun c thanh ton tin li u n ch khng mun c li
nhun nhiu, nhng c km theo ri ro ln. Chi ph vn ca cc cng ty Nht thp hn
nhiu so vi chi ph vn ca cc cng ty M, v v th h c th chu c thi gian hon
vn lu hn. Kt qu l cc cng ty Nht c th tnh gi thp hn v t ra kin tr hn
trong vic to dng v xm nhp cc th trng. Nh vy l nhng i th cnh tranh hi
lng vi li nhun thp hn s c li th trc cc i th ca mnh.
Cc mc tiu ca i th cnh tranh c xc nh da trn c s ca nhiu yu t,
trong c quy m, qu trnh lch s, ban lnh o v tnh trng kinh t ca h. Nu i
th cnh tranh l mt b phn ca mt cng ty ln hn, th iu quan trng l phi bit n
c chy theo mc tiu tng trng tin mt hay c cng ty m nui. Nu i th cnh
tranh khng phi l quan trng i vi cng ty ln hn th n c th hay b tn cng.
Rothschild khng nh rng iu t hi nht l tn cng mt i th cnh tranh, m i
vi h l ngh kinh doanh duy nht v h hot ng trn phm vi ton cu.
4. nh gi mt mnh v mt yu ca cc i th cnh tranh
Liu cc i th cnh tranh ca cng ty c th thc hin c chin lc ca mnh
v t c nhng mc ch ca h khng? iu cn tu thuc vo cc ngun ti
nguyn v nng lc ca tng i th cnh tranh. Cng ty cn pht hin nhng mt mnh
v nhng mt yu ca tng i th cnh tranh. Bc u tin l cng ty phi thu thp
nhng s liu mi v tnh hnh kinh doanh ca tng i th cnh tranh c th l mc tiu
th, th phn, mc li, li nhun trn vn u t, lu kim, u t mi, v mc s dng
nng lc. C mt s thng tin s rt kh kim. V d, cc cng ty t liu sn xut thy rt
kh c tnh th phn ca i th cnh tranh, bi v h khng c dch v cung cp s liu
nh trong trng hp ca nhng cng ty hng tiu dng ng gi. Tuy vy, bt k thng
tin no cng gip h nh gi tt hn cc mt mnh v cc mt yu ca tng i th cnh
tranh. Loi thng tin ny gip cng ty quyt nh tin cng ai trn th trng c th lp
chng trnh kim sot:
Mt cng ty quyt nh tham gia th trng c th lp chng trnh kim sot.
N phi ng u vi ba i th cnh tranh c th vng chc l Allen Bradley,
Texas Instruments v Gould. Kt qu nghin cu ca cng ty cho thy rng, Allen

Bradley c danh ting lng ly v v tr dn u trong cng ngh. Texas Instruments c

chi ph thp v tham gia nhng trn nh m mu ginh th phn; Cn Gould th
hot ng tt, nhng khng c g xut sc. Cng ty i n kt lun l Gould l mc tiu
tt nht ca mnh.
Cc cng ty thng tm hiu nhng mt mnh v mt yu ca cc i th cnh
tranh thng qua nhng s liu th cp, kinh nghim c nhn v li n. H c th b
sung thm s hiu bit ca mnh bng cch tin hnh nghin cu Marketing trc tip vi
cc khch hng, ngi cung ng v i l ca mnh. Ngy cng c nhiu cng ty quay
sang dng phng php ly chun (benchmarking) nh mt s ch dn tt nht ci
thin v th cnh tranh ca mnh (xem khi nim v cng c Marketing trong bng 6-2
di y).
Bng 6-2 trnh by nhng kt qu ca mt cng ty khi yu cu khch hng nh gi
ba i th cnh tranh ca mnh A, B v C, theo nm tnh cht. i th cnh tranh A ha
ra c xem ni ting l mt cng ty sn xut sn phm cht lng cao v c mt lc
lng bn hng gii tiu th chng. Tuy nhin, i th A cn yu v mt m bo
phn phi hng rng khp v h tr k thut. i th B c ban lnh o gii v m bo
phn phi sn phm rng khp v h tr k thut. i th B c ban lnh o gii v m
bo phn phi sn phm rng khp vi lc lng bn hng tuyt vi. i th C c
nh gi l yu km v hu ht cc tnh cht. Thng tin ny gi l cng ty ca ta c th
tn cng i th A v mt phn phi sn phm v h tr k thut v i th C v hu ht
cc mt, nhng i th B th khng c mt yu r rt no.
Cc kt qa nghin cu c tng kt trong bng 6-2 cn c m rng thm. Th
nht l cng cn nh gi nhng mt mnh v yu ca bn thn cng ty. Th hai l cc
nh gi cn th hin chi tit hn. Hin nhin l khng phi mi ngi u ngh i th B
c cht lng tt. Kt qu thc ra c th l 20% cho l tuyt vi, 40% cho l tt, 30% cho
l bnh thng v 10% cho l km. Cng nn bit loi khch hng no khng tn thnh
vi quan im chung v cht lng sn phm ca i th cnh tranh B. Th ba l khch
hng cng cn nh gi cc bin khc, nh gi, cht lng qun tr v nng lc sn xut.
Cn ba bin na m mi cng ty cn theo di l:
+ Th phn: Phn khi lng bn ra ca i th cnh tranh trn th trng mc tiu.
+ Phn tm tr: T l phn trm khch hng nu tn i th cnh tranh khi tr li
cu "Hy nu tn cng ty u tin ny ra trong u bn khi ngh n ngnh ny".

+ Phn tri tim: T l phn trm khch hng nu tn i th cnh tranh khi tr li
cu "Hy nu tn cng ty m bn thch mua sn phm ca h".
Mc bit Cht lng
n ca khch sn phm
hng

Phn phi
sn phm

H tr k
thut

i ng bn hng

i th cnh
tranh A

i th cnh
tranh B

i th cnh
tranh C

Bng 6-2. Kt qu nh gi ca khch hng

v nhng yu t thnh cng ch cht ca cc i th cnh tranh
Ch thch: E = Tuyt vi, G = tt, F = bnh thng, P = km
Gia ba s o ny c mt mi quan h ng ch . Bng 6-3 trnh by nhng s
liu v ba i th cnh tranh nu bng 6-2. i th A c th phn cao nht, nhng n
ang gim dn. S d nh vy, mt phn cng l v phn tm tr v phn tri tim ca i
th cng ang gim. Mc bit n v a thch ca khch hng gim st l iu
chc chn, bi v i th A, mc d cung cp sn phm tt, nhng khng m bo phn
phi sn phm tt v h tr k thut ti. Mt khc, i th cnh tranh B ang ginh thm
c th phn mt cch vng chc v iu chc chn l nh chin lc tng phn tm
tr v phn tri tim ca h. i th cnh tranh C xem ra c v l kt mc th phn thp,
phn tm tr v phn tri tim cng thp, v sn phm v nhng tnh nng Marketing ca
h u km. Ta c th khi qut ha nh sau: Nhng cng ty no ginh c phn tm tr
v phn tri tim mt cch vng chc th chc chn s ginh ddc th phn v kh nng
sinh li ln hn. Nh vy iu quan trng khng phi l trong mt nm c th no
cng ty kim c nhiu hay t li nhun (c qu nhiu yu t nh hng n ch tiu
ny), m l cng ty c to lp c vng chc mc bit n ca khch hng v
mc a chung ca khch hng theo thi gian hay khng.

Th phn

.
1991

1992

Phn tm tr
1993

1991

1992

1993

Phn tri tim

1991

1992

1993

i th
cnh
tranh A

50%

47%

44%

60%

58%

54%

45%

42%

39%

i th
cnh
tranh B

30%

34%

37%

30%

31%

35%

44%

47%

53%

i th
cnh
tranh C

20%

19%

19%

10%

11%

11%

11%

11%

11%

Bng 6-3. Th phn, phn tm tr v phn tri tim

Cui cng, khi tm hiu cc mt yu km ca cc i th cnh tranh, ta cn pht
hin mi gi thit m h t ra v cng vic kinh doanh ca mnh v th trng khng
cn c gi tr i vi h. Mt s cng ty c tin chc rng minh sn xut ra cht lng tt
nht trong ngnh khi m iu khng cn ng na. Nhiu cng ty l nn nhn ca
nhng quan nim chung nh "cng ty y chng loi c khch hng a thch", "lc
lng bn hng l cng c Marketing quan trng duy nht", "khch hng coi trng dch
v hn gi c". Nu ta bit rng c mt i th cnh tranh ang hot ng theo mt gi
thit sai trm trng, th ta c th ginh c u th i vi h.
5. nh gi cch phn ng ca i th cnh tranh
Nhng mc tiu v cc mt mnh/ yu ca mt i th cnh tranh gp phn rt ln
vo vic ch r nhng bin php v phn ng ca h i vi nhng bin php ca cng ty
nh gim gi tng cng khuyn mi hay tung ra sn phm mi. Ngoi ra, mi i th
cnh tranh cn c mt trit l nht nh v vic kinh doanh, mt n np vn ha ni b
nht nh v mt s nim tin ch o nht nh. Cn phi hiu mt cch su sc ton b
ca mt i th cnh tranh nht nh th mi c th d on c cch i th c th
hnh ng.
Sau y l nhng cch phn ng ph bin ca cc i th cnh tranh:
1. i th cnh tranh im tnh:
Mt s i th cnh tranh khng phn ng nhanh hay mnh i vi bin php ca
mt i th nht nh. H c th cm thy khch hng ca mnh l nhng ngi trung
thnh; h c th vt sa doanh nghip; h c th chm pht hin ra bin php ; h c
th thiu kinh ph phn ng. Cng ty phi c gng nh gi nhng l do ti sao i th
li c hnh vi im tnh.

2. i th cnh tranh kn chn:

i th cnh tranh c th ch phn ng vi nhng kiu tn cng nht nh m
khng c phn ng g vi nhng kiu tn cng khc. H c th phn ng vi vic tng
chi ph qung co, v ngh rng n t e da. Khi bit c nhng phn ng ca mt i
th cnh tranh ch cht th cng ty s c nhng cn c hoch nh hng tn cng kh
thi nht.
3. i th cnh tranh hung d:
Cng ty ny phn ng mau l v mnh m vi mi cuc t kch vo lnh a ca
mnh. Chng hn nh P & G khng cho mt cht ty ra mi c tung ra th trng
mt cch d dng. i th cnh tranh hung d lun cnh bo rng, tt nht l cc cng ty
khc ng nn tn cng, v ngi phng th s chin u n cng. Tn cng mt con
cu bao gi cng tt hn l tn cng mt con cp.
4. i th cnh tranh khn ngoan:
C mt s i th cnh tranh khng l ra mt cch phn ng no c th on
trc c. Nh i th cnh tranh c th tr a hay khng tr a trong mt trng
hp c th no , v khng c cch no on trc c iu cn c vo tnh trng
kinh t, qu trnh lch s, hay bt k iu g khc na.
C nhng ngnh c c im l cc i th cnh tranh tng i ha thun vi
nhau v c nhng ngnh th h li thng xuyn xung t vi nhau. Bruce Henderson
ngh rng, iu ph thuc rt nhiu vo "trng thi cn bng cnh tranh" ca ngnh.
Sau y l mt s nhn xt ca ng v trng thi c th c ca cc quan h cnh tranh.
1. Nu cc i th cnh tranh u gn ging nhau v cng kim sng theo mt
cch, th trng thi cn bng cnh tranh ca h khng bn. Chc chn l trong nhng
ngnh m kh nng cnh tranh sn sn nh nhau s xy ra xung t thng xuyn. l
nhng ngnh sn xut hng ha m ngi bn khng tm c cch no lm cho chi ph
hay sn phm ca mnh c nhng c im khc bit. Trong nhng trng hp nh vy
trng thi cn bng cnh tranh s b ph v khi c bt k mt cng ty no h gi ca mnh
xung v mt s cm d mnh m no , nht l nu mt i th cnh tranh c d nng
lc sn xut. iu gii thch ti sao trong nhng ngnh hay bng n ra chin tranh
gi c.
2. Nu c mt yu t ch yu duy nht l yu t cc k quan trng, th trng thi
cn bng cnh tranh s khng bn: l nhng ngnh c nhng c hi to s khc bit

v chi ph bng cch tit kim nh quy m, cng ngh tin tin, nhn thc c ng
cong kinh nghim, v nhng cch khc. Trong nhng ngnh nh vy bt k mt cng ty
no t c mt bc t ph v chi ph u c th gim gi ca mnh v ginh c th
phn bng ci gi ca nhng cng ty khc, nhng cng ty khc ch c th bo v th phn
ca mnh vi mt chi ph rt ln. Chin tranh gi c thng xuyn n ra nhng ngnh
do kt qu ca nhng bc t ph v chi ph.
3. Nu c nhiu yu t c th l nhng yu t cc k quan trng th mi i th
cnh tranh u c th c mt u th no v c sc hp dn khc nhau i vi mt s
khch hng. Cng c nhiu yu t c th to ra mt u th th cng c nhiu i th cnh
tranh c th cng tn ti. Tt c cc i th cnh tranh u c mt lnh vc cnh tranh
ca mnh, ni m h to c s cn bng cc yu t theo mun: l nhng ngnh c
nhiu c hi to s khc bit v cht lng, dch v, iu kin thun tin, v...v. Nu
khch hng nh gi khc nhau v nhng yu t , th nhiu cng ty c th cng tn ti
bng cch n trnh nhau.
4. Cng t s bin cnh tranh quan trng, th cng t s i th cnh tranh: Nu ch
c mt yu t duy nht l quan trng th ch c th cng tn ti khng nhiu hn hai hoc
ba i th cnh tranh. Ngc li, cng nhiu bin cnh tranh th cng nhiu i th cnh
tranh, nhng c th l mi i th cnh tranh c quy m tuyt i nh hn.
5. T s th phn 2 trn 1 gia bt k hai i th cnh tranh no dng nh l im
cn bng m ti vic tng hay gim th phn u khng thc t v cng khng c li
cho i th cnh tranh no.
Henderson khuyn mt cng ty nh sau: hy nh rng ch th thc c y
v nhng g s c thng qua hp tc v nhng g s mt nu khng hp tc. Hy thuyt
phc ch th rng bn quyt tm bo v v tr ca mnh v hon ton tin rng iu l
c l. Hy trnh nhng hnh ng gy nn nhng kch ng i vi i th cnh tranh
ca bn.
6. Thit k h thng thng tin tnh bo cnh tranh
Ta trnh by nhng dng thng tin chnh m nhng ngi thng qua quyt nh
ca cng ty cn bit v cc i th cnh tranh ca mnh. Thng tin ny phi c thu
thp, gii thch, phn pht v s dng. Tuy chi ph tin bc v thi gian thu thp nhng
thng tin tnh bo cnh tranh rt ln, nhng ci gi ca vic khng thu thp nhng thng
tin cn t hn. V vy cng ty phi thit k h thng thng tin tnh bo cnh tranh ca
mnh sao cho c hiu qu v chi ph. C bn bc chnh:

1. 1. Chun b h thng: Bc th nht i hi phi pht hin nhng kiu thng tin
cnh tranh quan trng, pht hin nhng ngun tt nht ca nhng thng tin v
c ra mt ngi qun tr h thng v cc dch v ca n.
2.
2. Thu thp s liu: Cc s liu c thu thp lin tc t hin
trng (lc lng bn hng, cc knh, nhng ngi cung ng, cc cng ty nghin
cu th trng, cc hip hi thng mi) v t nhng s liu cng b (nhng
n phm ca Nh nc, nhng bi ni chuyn, nhng bi bo). Cng ty cn xy
dng nhng cch mua thng tin cn thit v cc i th cnh tranh c hiu qu m
khng vi phm nhng tiu chun php lut hay o c.
3.
3. nh gi v phn tch: Cc s liu c kim tra v gi tr v
tin cy, gii thch ngha v sp xp li mt cch thch hp.
4.
4. Phn pht v tr li: Nhng thng tin ch cht c gi cho
nhng ngi thng qua quyt nh hu quan, v tr li nhng yu cu ca cc cn
b
qun
tr
v
cc
i
th
cnh
tranh.
Vi h thng ny nhng ngi qun tr cng ty s nhn c kp thi nhng
thng tin v cc i th cnh tranh qua in thoi, bn tin v nhng bo co.
Nhng ngi qun tr cng c th lin h vi b phn ny khi cn gii thch
ngha ca mt bin php t ngt ca mt i th cnh tranh hay khi cn bit
nhng mt yu v mt mnh ca i th cnh tranh hoc cch thc phn ng ca
i th cnh tranh i vi bin php d tnh ca cng ty.
nhng cng ty tng i nh, khng c tin thnh lp mt b phn chnh
thc m bo thng tin tnh bo cnh tranh th nn c ra nhng ngi chuyn trch theo
di nhng i th cnh tranh nht nh. Chng hn nh mt cn b qun tr hay lm vic
vi mt i th cnh tranh s theo di st i th cnh tranh v hot ng nh mt
chuyn gia ni b v i th cnh tranh ny. Trong trng hp va nu, bt k mt cn
b qun l no cn bit nhng suy ngh ca mt i th cnh tranh c th no c th
lin h vi chuyn gia ni b tng ng.
7. La chn i th cnh tranh tn cng hoc n trnh
Khi c nhng thng tin tnh bo tt nhng ngi qun l d dng hoch nh c
nhng chin lc cnh tranh ca mnh. H s hnh dung r hn nhng i th m h c
th cnh tranh c hiu qu trn th trng. Ngi qun l phi quyt nh cn cnh tranh
quyt lit nht vi nhng i th no. Vic phn tch gi tr ca khch hng s h tr cho
ngi qun l thc hin vic la chn mu, v n vch ra nhng mt mnh v nhng mt
yu v cng ty so vi cc i th cnh tranh khc nhau.

Cng ty c th tp trung nhng n tn cng ca mnh vo mt trong nhng lp i

th cnh tranh sau y.
Cc i th cnh tranh mnh v yu
Hu ht cc cng ty u hng nhng n tn cng ca mnh vo nhng i th
cnh tranh yu. V nh vy s cn t ti nguyn v thi gian hn tnh cho mi im ginh
c. Nhng trong qu trnh ny cng ty c th t c t kt qu trong vic nng
cao nng lc ca mnh. Cng ty cng cn phi cnh tranh vi c nhng i th mnh
bt kp vi trnh tin tin. Hn na ngay c nhng i th cnh tranh mnh cng c
nhng mt yu v cng ty c th c xem l mt i th ngang sc
Cc i th cnh tranh gn v xa
Hu ht cc cng ty u cnh tranh vi cc i th gn ging mnh nht. Chng hn
nh Chevrolet cnh tranh vi Ford, ch khng phi vi Jaguar. ng thi cng ty nn
trnh khng "ph ri" i th cnh tranh gn. Porter dn ra hai v d v nhng chin
thng phn tc dng sau: Vo cui nhng nm 1970 Bausch v Lomb tch cc tn
cng nhng hng sn xut knh st trng khc v thng ln. Tuy nhin, thng li ny
dn n ch mi i th cnh tranh yu u bn li cho nhng cng ty ln hn, nh
Revlon, Johnson & Schering - Plough, kt qu l by gi Baushc v Lomb phi i u
vi nhng i th cnh tranh ln hn nhiu.
Mt hng chuyn sn xut hng cao su tn cng mt hng chuyn sn xut hng
cao su khc v ginh c th phn ca h. S thit hi ca cng ty kia cho php
cc chi nhnh chuyn doanh ca mt cng ty v xe ln xm nhp nhanh hn vo cc th
trng chuyn doanh hng cao su v s dng chng lm c s gii quyt nng lc sn
xut da tha. Trong mi trng hp thng li ca cng ty trc cc ch th gn ca
mnh u dn n ch phi ng u vi nhng i th cnh tranh ln mnh hn.
Cc i th cnh tranh "tt" v "xu"
Porter khng nh rng mi ngnh u c nhng i th cnh tranh "tt" v "xu".
Mt cng ty khn ngoan s ng h nhng i th cnh tranh tt v tn cng nhng i
th cnh tranh xu. Nhng i th cnh tranh tt c mt s c im: H chi theo ng
lut ca ngnh; h a ra nhng gi thit thc t v tim nng tng trng ca ngnh; h
gii hn mnh mt phn hay mt phm vi ca ngnh; h thc y nhng ngi khc
gim chi ph hay tng thm c im khc bit; v h chp nhn mc chung v th phn
v li nhun. Nhng i th cnh tranh xu vi phm php lut chi: H c gng mua th

phn ch khng t ginh ly n; h chp nhn nhng ri ro ln; h u t vo nng lc

sn xut d tha; v ni chung, h ph v trng thi cn bng ca ngnh. V d, IBM coi
Cray Research l mt i th cnh tranh tt, bi v cng ty ny chi ng lut, bm ly
khc th trng ca mnh v khng tn cng nhng th trng ct li ca IBM; nhng
IBM coi Fujitsu l i th cnh tranh xu, v cng ty ny tn cng IBM trn nhng th
trng ct li ca IBM nh c tr gi v sn phm t khc bit nhau. mun ni l
nhng cng ty "tt" cn c gng xy dng ngnh ca mnh gm ton nhng i th cnh
tranh tt. Thng qua vic cp giy php sn xut, tr a c chn lc v lin kt h c th
hnh thnh ngnh lm sao cc i th cnh tranh khng tm cch ph ri nhau v c x
c l; h theo ng lut; mi i th u to cho mnh mt c im khc bit no ; v
h u c gng ginh c th phn ch khng mua n.
Pha sau vn ny c mt im c bn hn l cng ty c c li t nhng i
th cnh tranh tt. Cc i th cnh tranh u to cho nhau mt vi ch li chin lc, h
h thp ri ro chng c quyn; h tng tng nhu cu; h c gng to nhiu c im
khc bit nhau hn; h chia s chi ph pht trin th trng v hp php ha cng ngh
mi; h ci thin kh nng thng lng trc din vi cng on hay cc nh chc trch;
v h c th phc v nhng khc th trng km hp dn hn.
8. Cn i cc quan im nh hng theo khch hng v theo i th cnh
tranh
Ta nhn mnh tm quan trng ca vic cng ty theo di cht ch cc i th
cnh tranh. Liu c th l dnh qu nhiu thi gian v cng sc vo vic theo di cc i
th cnh tranh khng? Cu tr li l c! Mt cng ty c th tp trung vo i th cnh
tranh n mc sao nhng vic tp trung vo khch hng.
Mt cng ty ly i th cnh tranh lm trung tm l cng ty ra cc bin php ca
mnh v c bn u xut pht t nhng hnh ng v phn ng ca i th cnh tranh.
Cng try theo di cc hot ng v th phn ca cc i th cnh tranh trn tng th
trng. ng li ca loi cng ty ny nh sau:
Cng ty ly i th cnh tranh lm trung tm
Kiu lp k hoch chin lc ny c mt s u im v mt s nhc im. V mt
tt, cng ty xy dng c hng chin u. N rn luyn nhng ngi lm Marketing
ca mnh tinh thn lun lun cnh gic, theo di nhng mt yu v tr ca mnh v theo
di nhng mt yu ca cc i th cnh tranh. V mt xu, cng ty a ra qu nhiu cch
phn ng. ng l ra phi xy dng v thc hin mt chin lc nht qun nh hng

theo khch hng, th cng ty li i xc nh cc bin php ca mnh trn c s nhng bin
php ca cc i th cnh tranh. N khng hng n nhng mc tiu ca chnh mnh.
Cng ty khng bit nn dng li y, v ph thuc qu nhiu vo nhng g m cc i
th cnh tranh lm.
Cng ty ly khch hng lm trung tm
Mt cng ty ly khch hng lm trung tm s tp trung nhiu hn vo vic pht
trin khch hng khi hoch nh cc chin lc ca mnh. R rng l cng ty ly khch
hng lm trung tm c v tr tt hn pht hin nhng c hi mi v ra nhng chin
lc c ngha lu di. Nh theo di nhng nhu cu ca khch hng, cng ty quyt nh
c nhng nhm khch hng no v nhng nhu cu mi xut hin no l quan trng
nht cn phc v (c tnh n cc ngun ti nguyn v mc tiu ca mnh).

Bng 6-4. Cc cch nh hng ca cng ty

Trn thc t, ngy nay cc cng ty phi theo di c khch hng ln i th cnh
tranh. H.6-4 cho thy rng cc cng ty trong nhng nm qua tri qua bn cch nh
hng. Trong giai on u tin, cc cng ty t ch n khch hng cng nh i th
cnh tranh (nh hng theo sn phm). Trong giai on th hai h bt u ch n
khch hng (inh hng theo khch hng). Trong giai on th ba h bt u ch n
cc i th cnh tranh (nh hng theo i th cnh tranh). Trong giai on hin nay h
cn ch u n c khch hng ln cc i th cnh tranh (nh hng theo th trng).

PHN TCH TH TRNG CC

DOANH NGHIP V HNH VI MUA SM CA DOANH NGHIP

Th trng cc doanh nghip bao gm cc c nhn v t chc mua hng phc v

nhng mc ch sn xut tip, bn li hay phn phi li. Cc doanh nghip (k c cc t
chc ca nh nc v cc t chc phi li nhun) l th trng nguyn liu v vt t, ph
tng thay th, lp t, thit b ph tr, vt t ph v dch v.
Th trng cng nghip mua hng ha v dch v nhm mc ch tng mc tiu
th, ct gim chi ph hay p ng nhng yu cu x hi v php l. So vi th trng
ngi tiu dng, th trng cng nghip c t ngi mua hn, ngi mua c tm c hn,
v ngi mua tp trung mnh hn, vic mua sm l do nhng ngi c trnh chuyn
mn hn thc hin, v chu tc ng ca nhiu nh hng hn.
Ngi mua t liu sn xut thng qua quyt nh theo nhng cch khc nhau tu
theo tnh hung mua sm. C ba tnh hung mua sm: Mua lp li khng thay i, mua
lp li c thay i v mua sm phc v nhim v mi. n v thng qua quyt nh ca
t chc mua sm, trung tm mua sm, bao gm nhng ngi gi mt trong su vai tr
sau: Ngi s dng, ngi nh hng, ngi mua, ngi quyt nh, ngi ph duyt v
ngi canh cng. Ngi lm Marketing trn th trng t liu sn xut cn bit: Ai l
nhng ngi tham gia ch yu? H c nh hng i vi nhng quyt nh no? Mc
nh hng tng i ca h ra sao? Mi ngi tham gia quyt nh s dng nhng tiu
chun nh gi no? Ngi lm Marketing t liu sn xut cng cn nm vng nhng
nh hng ca cc yu t mi trng, t chc, quan h c nhn v c nhn tc ng trong
qu trnh mua sm.
Trong chng ny, ta s xem xt cc th trng doanh nghip v gii thiu vn tt
th trng cc t chc v c quan nh nc. Ta s nghin cu nm cu hi: Ai tham gia
th trng ny? Ngi mua thng qua nhng quyt nh mua sm no? Ai tham gia qu
trnh mua sm? Nhng nh hng ch yu n ngi mua l g? Ngi mua thng qua
quyt nh mua sm ca mnh nh th no?
1. Th trng cc doanh nghip
Th trng cc doanh nghip gm tt c nhng t chc mua hng ha v dch v
s dng vo vic sn xut ra cc sn phm khc hay nhng dch v bn, cho thu hay
cung ng cho nhng ngi khc. Nhng ngnh ch yu hp thnh th trng cc doanh
nghip l nng nghip, lm nghip v ng nghip; khai khong; gia cng ch bin; xy
dng, giao thng vn ti; thng tin lin lc; cng trnh cng cng; ngn hng, ti chnh v
bo him; lu thng phn phi; v dch v.

Khi lng tin lu chuyn v hng ha bn cho cc doanh nghip ln hn so vi

trng hp bn cho ngi tiu dng. sn xut v bn c mt i giy th nhng
ngi bn da sng phi bn da sng cho nhng ngi thuc da, ri ngi thuc da phi
bn da thuc cho ngi sn xut giy, ngi sn xut giy bn giy cho ngi bn s, ri
ngi bn s li bn giy cho ngi bn l, ngi ny cui cng s bn cho ngi tiu
dng. Ngoi ra mi bn tham gia trong dy chuyn sn xut lu thng phn phi ny cn
phi mua nhiu th hng ha v dch v khc na, v th m vic mua sm ca doanh
nghip nhiu hn vic mua sm ca ngi tiu dng.
Th trng cc doanh nghip c mt s c im tri ngc hn vi th trng
ngi tiu dng.
t ngi mua hn
Ngi hot ng trn th trng cc doanh nghip thng thng c quan h vi t
ngi mua hn so vi nhng ngi hot ng trn th trng ngi tiu dng. V d, s
phn ca cng ty v xe Goodyear ph thuc hon ton vo vic nhn c n t hng
ca mt trong ba hng sn xut t ln ca Hoa K. Nhng khi Goodyear bn v xe thay
th cho ngi tiu dng th n ng trc mt th trng tim nng ca 171 triu ngi
M c xe t.
Ngi mua t nhng c quy m ln hn
Nhiu th trng cc doanh nghip c c im l t l tp trung ngi mua rt cao:
Mt vi ngi mua tm c chim gn ht khi lng mua. Trong nhng ngnh nh xe c
gii, thuc l, ng c my bay v si hu c, bn hng sn xut ln nht chim trn
70% tng sn lng.
Quan h cht ch gia ngi cung ng v khch hng
Do c t khch hng v tm quan trng cng quyn lc ca nhng khch hng tm
c, ta thy c nhng mi quan h cht ch gia khch hng v ngi cung ng trn th
trng cc doanh nghip. ngi cung ng thng sn sng cung cp hng ha theo
khch hng cho tng nhu cu ca doanh nghip khch hng. Cc hp ng u dn v
nhng ngi cung ng no m bo c nhng quy cch k thut hng v yu cu giao
hng ca ngi mua. Nhng ngi cung ng sn sng tham d nhng hi ngh chuyn
do doanh nghip khch hng t chc bit c nhng yu cu cht lng v mua sm
ca ngi mua.
Ngi mua tp trung theo vng a l

V d nh ti M, hn mt na s doanh nghip mua hng tp trung vo by bang:

New York, California, Pennsylvania, Illinois, Ohio, New Jersey v Michigan. Cc ngnh
nh cng nghip du m, cao su, v st thp cn c mc tp trung cao hn na. Phn
ln nng sn ch do mt vi bang cung cp. Vic tp trung cc nh sn xut theo vng a
l gp phn gim bt chi ph bn hng. Tuy nhin, nhng ngi hot ng trn th trng
cc doanh nghip cn theo di nhng s chuyn vng trong nhng ngnh nht nh, nh
ngnh dt chuyn t bang New England xung cc bang min Nam.
Nhu cu pht sinh
Xt cho cng, nhu cu v hng t liu sn xut u bt ngun t nhu cu v hng
tiu dng. Chng hn nh ngi ta mua da sng l v ngi tiu dng mua giy v nhng
mt hng da khc. Nu nh nhu cu v nhng hng ha tiu dng gim i th nhu cu
v tt c nhng th hng t liu sn xut tham gia vo qu trnh sn xut ra chng cng
gim theo. V vy, nhng ngi hot ng trn th trng cc doanh nghip phi theo di
cht ch tnh hnh mua sm ca ngi tiu dng cui cng.
Nhu cu khng co gin
Tng nhu cu c kh nng thanh ton v nhiu mt hng t liu sn xut v dch v
khng chu tc ng nhiu ca nhng bin ng gi c. Nhng ngi sn xut giy s
khng mua nhiu da thuc hn khi gi da gim. H cng khng mua t da thuc i khi gi
da tng, tr khi h c th tm c nhng vt liu thay th da thuc. Nhu cu c bit
khng co gin trong nhng khong thi gian ngn v nhng ngi sn xut khng th
thay i nhanh cc phng php sn xut ca mnh. Nhu cu v nhng mt hng chim
t l nh trong tng chi ph ca sn phm cng khng co gin. V d, gi khoen giy tng
th cng ch tc ng n tng nhu cu v khoen. Trong khi nhng ngi sn xut c
th thay i ngi cung ng khoen ca mnh do c chnh lch gi.
Nhu cu bin ng mnh
Nhu cu v hng t liu sn xut v dch v c xu hng bin ng mnh hn nhu
cu v hng ho v dch v tiu dng. iu ny c bit ng i vi nhu cu v gi nh
my v thit b mi. Vi mt t l phn trm tng nhu cu ca ngi tiu dng c th dn
n mt t l phn trm ln hn nhiu v nhu cu i vi nh my v thit b cn thit
sn xut ra sn lng tng thm . Cc nh kinh t gi hin tng ny l nguyn l gia
tc. i khi nhu cu ca ngi tiu dng ch tng c 10% cng c th lm tng nhu cu
t liu sn xut trong k ti ln n 200%. Ngc li, nu nhu cu ca ngi tiu dng
ch gim i 10% th cng lm suy sp hon ton nhu cu v hng t liu sn xut.

Tnh hnh bin ng mnh ny buc nhiu ngi hot ng trn th trng cc doanh
nghip phi a dng ha sn phm v th trng ca mnh m bo mc tiu th cn
bng hn trong chu k kinh doanh.
Ngi i mua hng l ngi chuyn nghip
Hng t liu sn xut u do nhn vin cung ng c o to i mua. H hc tp
sut i hnh ngh ca mnh sao cho mua hng c li nht. Vi con mt nh ngh v
nng lc gii hn v nh gi cc thng tin k thut s m bo mua hng c hiu qu
hn v chi ph. iu c ngha l nhng ngi hot ng trn th trng cc doanh
nghip phi cung cp v nm vng nhiu s liu k thut hn v sn phm ca mnh v
sn phm ca cc i th cnh tranh.
Nhiu ngi nh hng n vic mua hng
Thng thng, s ngi c nh hng n quyt nh mua t liu sn xut nhiu
hn so vi trng hp quyt nh mua sm ca ngi tiu dng. Trong vic mua sm
nhng th hng quan trng thng l c mt hi ng mua sm gm nhng chuyn vin
k thut v thm ch c cp qun tr c s na. Do , nhng ngi hot ng trn th
trng cc doanh nghip phi c nhng i din bn hng c o to k v thng l
c mt tp th bn hng lm vic vi nhng ngi mua c trnh nghip v gii.
Mc d qung co, kch thch tiu th v tuyn truyn gi mt vai tr quan trng trong
nhng bin php khuyn mi t liu sn xut, vic bn hng trc tip vn l cng c
Marketing chnh.
Nhng c im khc
Sau y l nhng c im ph ca vic mua sm t liu sn xut:
+ Mua trc tip: Nhng ngi mua t liu sn xut thng hay mua trc tip ca
nhng nh sn xut ch khng qua trung gian, nht l nhng mt hng phc tp v k
thut v/ hay t tin, nh my tnh loi ln hoc my bay.
+ C i c li: Nhng ngi mua t liu sn xut thng la chn nhng ngi
cung ng cng mua hng ca mnh. V d, nh nh sn xut giy thng mua ha cht
ca mt cng ty ha cht c mua mt s lng giy ng k ca mnh.
+ i thu: Nhiu ngi mua t liu sn xut i thu thit b cho mnh, thay v mua
chng. Phng thc ny thng c p dng i vi my tnh, my mc lm giy, thit
b ng gi, my xy dng hn nng, xe giao hng, my cng c v xe t ca cng ty.

Ngi thu s c c mt s im li: Khng mt vn, c c nhng sn phm ti tn

nht ca ngi bn, c hng dch v tt hn v c li mt chng mc no v
thu. Ngi cho thu thng c c thu nhp rng ln hn v c kh nng bn c
hng cho nhng khch khng c tin mua ngay.
Nhng ngi mua t liu sn xut thng qua nhng quyt nh mua sm no?
Khi mua sm, ngi mua t liu sn xut phi thng qua nhiu quyt nh. S quyt nh
tu thuc vo dng tnh hung mua.
Nhng dng tnh hung mua ch yu
Robinson v mt s ngi khc phn bit ba dng tnh hung mua sm m h gi
l tnh hung mua. l mua lp li khng c thay i, mua lp li c thay i v mua
phc v nhim v mi.
Mua lp li khng c thay i. Mua lp li khng c thay i l mt tnh hung
mua sm trong b phn cung ng t hng li theo nh thng l (v d, vn phng
phm, ha cht ri). Ngi i mua la chn ngi cung ng trong "danh sch c
duyt", c tnh n mc tha mn ca h trong nhng ln mua trc. Nhng ngi
cung ng "c chn" c gng duy tr cht lng sn phm v dch v. H thng
ngh s dng h thng n t hng lp li t ng nhn vin cung ng khng mt
thi gian lm th tc ti t hng. Nhng ngi cung ng "khng c chn" th c gng
cho mt mt hng mi hay li dng trng hp ngi mua khng hi lng h s xem
xt n vic mua mt s lng no ca mnh. Nhng ngi cung ng khng c
chn c gng ginh cho c mt n t hng nh ri sau dn dn phn u tng "t
l hng mua" ca mnh.
Mua lp li c thay i l tnh hung trong ngi mua mun thay i quy cch
sn phm, gi c, yu cu giao hng hay nhng iu kin khc. Tnh hung mua lp li c
thay i thng lin quan n quyt nh b sung v nhng ngi tham gia ca c hai
bn, bn mua v bn bn. Nhng ngi cung ng c chn trc y bt u lo lng v
buc phi c gng gi khch. Nhng ngi cung ng khng c chn trc y thy c
c hi a ra n cho hng c li hn nhm ginh ly mi lm n mi.
Mua sm phc v nhim v mi. Mua sm phc v nhim v mi l tnh hung
ngi mua phi mua mt sn phm hay dch v ln u tin (v d, xy dng vn phng,
h thng v kh mi). Chi ph v/ hay ri ro cng ln th s ngi tham gia quyt nh
cng ng, khi lng thng tin cn thu thp cng ln, v th m thi gian hon tt

quyt nh di hn. Tnh hung mua sm phc v nhim v mi l mt c hi v thch

thc ln nht i vi ngi hot ng th trng. H c gng tm cch tip cn cng
nhiu ngi c nh hng n chuyn mua sm cng tt v c gng cung cp nhng
thng tin hu ch v h tr thm. Do tnh cht phc tp ca vic bn hng trong tnh
hung mua sm phc v nhim v mi, nhiu cng ty s dng mt lc lng bn hng
v tuyn truyn gm nhng nhn vin bn hng gii nht ca mnh.
Qu trnh mua sm phc v nhim v mi phi tri qua mt s giai on. Ozanne
v Churchil xc nh c nhng giai on l bit n, quan tm, nh gi, dng
th v chp nhn. H pht hin ra rng cc cng c thng tin c hiu qu thay i theo
tng giai on. Phng tin thng tin i chng l quan trng nht trong giai on quan
tm. Cc ngun thng tin k thut l quan trng nht trong giai on nh gi. Nhng
ngi lm Marketing phi s dng nhng cng c khc nhau cho tng giai on ca qu
trnh mua sm phc v nhim v mi.
Nhng quyt nh ph ch yu trong quyt nh mua sm
Ngi mua t liu sn xut phi thng qua t quyt nh nht trong tnh hung mua
lp li khng thay i, v nhiu quyt nh nht trong tnh hung mua sm phc v
nhim v mi. Trong tnh hung mua sm phc v nhim v mi ngi mua phi xc
nh quy cch sn phm, khung gi, iu kin giao hng, iu kin dch v, iu kin
thanh ton, s lng t hng, nhng ngi cung ng c th chp nhn v ngi cung
ng c chn. Nhng ngi tham gia quyt nh khc nhau u c nh hng n tng
quyt nh v trnh t thng qua cc quyt nh khng c nh.
Vai tr ca vic mua ng b v bn ng b
Nhiu ngi mua t liu sn xut thch mua gii php ton b cho vn ca mnh
t mt ngi bn.Thut ng mua ng b xut hin u tin trong trng hp chnh ph
mua nhng h thng v kh v thng tin lin lc ch yu. Chnh ph t chc u thu
chn tng thu, ngi s lo cung cp trn gi hay ton b h thng. Ngi tng thu
chu trch nhim u thu v tp hp nhng ngi thu ph. Nh vy l ngi tng thu
m bo gii php cha kho trao tay. S d c tn gi nh vy l v ngi mua ch cn
vn cha kha l cng vic hon tt.
Ngi bn ngy cng nhn thy rng, ngi mua rt thch mua theo phng thc
ny v chp nhn vic bn ng b nh mt cng c Marketing. Bn ng b c th
c nhng hnh thc khc nhau. Ngi cung ng c th bn mt b nhng sn phm lin
quan vi nhau. Chng hn nh ngi cung ng keo khng ch bn keo, m cn bn c

dng c pht keo v sy keo. Ngi cung ng c th bn mt h thng sn xut, qun

l d tr, phn phi v nhng dch v khc p ng nhu cu ca ngi mua cn m
bo hot ng thng sut. Mt hnh thc khc na l k hp ng ng b theo mt
ngun cung ng duy nht s c li l gim bt chi ph, v ngi bn m bo d tr
vt t thay th. ng thi cng tit kim c do mt thi gian vo vic la chn
ngi cung ng v do gi c nh c gi theo iu kin ghi trong hp ng. Ngi bn
cng c li do gim c chi ph khai thc v nhu cu n nh v gim c cng vic
giy t.
Vic bn ng b l mt chin lc Marketing cng nghip then cht trong vic
u thu xy dng nhng n cng nghip quy m to ln, nh p nc, nh my luyn
thp, h thng thu li, cc h thng v sinh, ng ng dn, cng trnh cng cng v
thm ch c thnh ph mi. thng thu cc cng ty thi cng xy dng n phi cnh
tranh v gi, cht lng, tin cy v nhng ch tiu khc na. Phn thng thu thng
thuc v nhng cng ty no p ng tt nht ton b cc nhu cu ca khch hng. Hy
xt v d sau:
Chnh ph Indonesia gi thy xy dng mt nh my xi mng gn Jakarta. Mt
cng ty M a ra mt d n, bao gm vic chn a im, thit k nh my xi mng,
thu cc n v thi cng xy dng, tp kt vt t cng thit b v bn giao mt nh my
hon chnh cho chnh ph Indonesia, khi xy dng n, mt cng ty Nht bao
lun tt c cc nhng dch v , ng thi cn thm c vic thu v o to cng nhn
vn hnh nh my xut khu xi mng thng qua cc cng ty thng mi ca h, s dng
xi mng lm nhng con ng cn thit t Jakarta ti, v cng s dng xi mng
xy dng nhng ta nh vn phng mi Jakarta. Mc d n ca ngi Nht i hi
nhiu tin hn, nhng n c sc hp dn ln hn, v h ginh c hp ng. R rng
l ngi Nht nhn thy vn khng phi ch l xy dng mt nh my xi mng (mt
quan nim hp v bn ng b), m cn l gp phn pht trin nn kinh t ca Indonesia.
H xem mnh khng ch l mt cng ty thi cng xy dng n, m cn l mt cng ty
pht trin kinh t. H c quan nim bao qut nht v cc nhu cu ca khch hng.
chnh l vic bn ng b.
Ai tham gia vo qu trnh mua sm t liu sn xut?
Ai i mua sm hng t t USD hng ha v dch v cn thit cho cc t chc doanh
nghip. Cc nhn vin cung ng c th lc trong nhng tnh hung mua lp li khng
thay i v mua lp li c thay i, cn nhn vin ca cc b phn khc th li c th lc
hn trong nhng tnh hung mua sm phc v nhim v mi. Cc nhn vin k thut
thng c nh hng ln trong vic la chn nhng b phn cu thnh ca sn phm,

cn cc nhn vin cung ng th nm quyn la chn nhng ngi cung ng. V vy, trong
nhng tnh hung mua mi th ngi hot ng trn th trng cc doanh nghip phi
hng thng tin v sn phm trc tin n cc nhn vin k thut. Trong nhng tnh
hung mua lp li v vo nhng lc la chn ngi cung ng th phi hng thng tin
ch yu vo nhn vin cung ng.
Webster v Wind gi n v thng qua quyt nh ca t chc mua l trung tm
mua sm v nh ngha n l "tt c nhng c nhn hay tp th tham gia vo qu trnh
thng qua quyt nh mua hng, c chung nhng mc ch v cng chia s nhng ri ro
pht sinh t nhng quyt nh ". Trung tm mua sm bao gm tt c nhng thnh vin
ca t chc c gi bt k mt vai tr no trong su vai tr thuc qu trnh thng qua
quyt nh mua hng.
+ Ngi s dng: Ngi s dng l nhng ngi s s dng sn phm hay dch v
. Trong nhiu trng hp, ngi s dng xut vic mua hng v gip xc nh cc
quy cch k thut ca sn phm.
+ Ngi nh hng: Ngi nh hng l nhng ngi c nh hng n quyt
nh mua sm. H thng gip xc nh quy cch k thut v cng cung cp thng tin
nh gi cc phng n. Cc nhn vin k thut thng l nhng ngi nh hng quan
trng.
+ Ngi quyt nh: Ngi quyt nh l nhng ngi quyt nh nhng yu cu
v sn phm v/ hay v nhng ngi cung ng.
+ Ngi ph duyt: Ngi ph duyt l nhng ngi ph chun nhng ngh ca
ngi quyt nh hay ngi mua.
+ Ngi mua: Ngi mua l nhng ngi chnh thc c quyn la chn ngi
cung ng v thng lng nhng iu kin mua hng. Ngi mua c th gip hnh thnh
nhng yu cu v quy cch sn phm, nhng h vn gi vai tr ch yu trong vic la
chn ngi bn v thng lng. Trong nhng trng hp mua bn tng i phc tp,
ngi mua c th bao gm c nhng nh qun tr cp cao tham gia thng lng.
+ Ngi canh cng: Ngi canh cng l nhng ngi c quyn chn khng cho
nhng ngi bn hay thng tin tip cn nhng thnh vin ca trung tm mua sm. V d
cc nhn vin cung ng, nhn vin tip tn, v nhn vin tng i in thoi c th ngn
chn khng nhn vin bn hng tip xc vi nhng ngi s dng hay ngi quyt
nh.

Trong bt k t chc no cng vy, trung tm mua sm c s lng v loi ngi

tham gia khc nhau i vi nhng lp sn phm khc nhau. Khi mua mt my tnh, s
ngi tham gia quyt nh s nhiu hn l khi mua kp giy. Ngi hot ng trn th
trng cc doanh nghip phi hnh dung c: Ai l nhng ngi tham gia ch yu vo
vic quyt nh? H c nh hng n nhng quyt nh no? Mc nh hng ca h
ra sao? H s dng nhng tiu chun nh gi no?
Khi trung tm mua sm c nhiu ngi tham gia th ngi hot ng trn th trng
cc doanh nghip khng c thi gian v tin bc tip cn tt c h. Nhng ngi c
nh hng quan trng n vic mua sm. Nhng ngi bn tng i ln hn th c gng
tip cn cng nhiu ngi tham gia mua sm cng tt m bo bm su vo nhiu cp.
Cc nhn vin bn hng ca h gn nh "sng" cng vi nhng khch hng mua khi
lng ln.
Nhng nh hng ch yu n ngi mua t liu sn xut l g?
Nhng ngi mua t liu sn xut phi chu nhiu nh hng khi h thng qua cc
quyt nh mua sm ca mnh. C mt s ngi lm Marketing cho rng nhng nh
hng quan trng nht l nhng nh hng v kinh t. H cho l ngi mua thch nhng
ngi cung ng cho gi thp nht, hay sn phm tt nht, hoc dch v y nht.
Quan im ny c ngha l nhng ngi hot ng trn th trng cc doanh nghip phi
tp trung vo vic cung ng nhiu ch li ln v kinh t cho ngi mua.
Mt s ngi lm Marketing khc li thy ngi mua quan tm n nhng yu t
c nhn, nh thin , s chu o hay khng c ri ro. Mt cng trnh nghin cu ngi
mua ca nm cng ty ln i n kt lun rng.
Nhng ngi thng qua quyt nh ca cng ty vn l con ngi sau khi h i lm
cho c quan . H phn ng theo "hnh nh", h mua hng ca nhng cng ty m h
cm thy "gn gi", h a thch nhng ngi cung ng t ra tn trng v c nhng tnh
cch ph hp vi mnh, v cn lm thm mt s vic cho mnh; h rt nhy cm vi
nhng thi xc phm thc t hay do h tng tng ra, c xu hng t chi nhng
cng ty khng p ng hay p ng chm tr gi tr ca h.
Trong thc t ngi mua t liu sn xut nhy cm vi c hai yu t, kinh t v c
nhn. Trong trng hp hng ha ca ngi cung ng v c bn tng t nh nhau,
ngi mua t liu sn xut c t c s la chn hp l. V mua ca bt k ngi cung
ng no h cng c th p ng c nhng yu cu mua sm, nn nhng ngi mua
ny s xem trng hn cch c x c nhn m h nhn c. Trong trng hp cc hng

ha cnh tranh nhau c s khc bit rt c bn th ngi mua t liu sn xut ch nhiu
hn n vic la chn v coi trn hn nhng yu t kinh t.
Webster v Wind phn loi cc nh hng khc nhau n nhng ngi mua t
liu sn xut thnh bn nhm chnh: Mi trng, t chc, quan h gia cc c nhn v c
nhn.
Cc yu t mi trng
Nhng ngi mua t liu sn xut chu nh hng rt ln ca cc yu t trong mi
trng kinh t hin ti v sp ti, nh mc cu ch yu, quan im kinh t, v gi tr ca
ng tin. Trong mt nn kinh t suy thoi, nhng ngi mua t liu sn xut gim bt
vic u t vo nh my, thit b v d tr. Nhng ngi hot ng mua t liu sn xut
gim bt vic u t vo nh my, thit b v d tr. Nhng ngi hot ng trn th
trng cc doanh nghip ch c th kch thch c i cht nhu cu u t . Nhng
hot ng trn th trng cc doanh nghip ch c th kch thch c i cht nhu cu
u t . H ch c th phn u quyt lit hn tng hay gi vng phn nhu cu i
vi mnh.
Nhng cng ty s khan him nhng vt t ch cht s sn sng mua v duy tr mc
d tr ln. H k nhng hp ng di hn vi nhng ngi cung ng m bo chc
chn c ngun vt t n nh. Du Pont, Chrysler v mt s cng ty ch yu khc xem
vic ln k hoch cung ng l mt trch nhim ch yu ca nhng ngi qun tr cung
ng.
Nhng ngi mua t liu sn xut cng chu tc ng ca nhng s pht trin v
cng ngh chnh tr v cnh tranh trong mi trng. Ngi hot ng trn th trng cc
doanh nghip phi theo di tt c nhng lc lng ny, xc nh xem chng tc ng nh
th no n ngi mua v c gng bin nhng vn thnh nhng c hi.
Cc yu t t chc
Mi t chc mua hng u c nhng mc tiu, chnh sch, th tc, c cu t chc
v cc h thng ring ca mnh. Ngi hot ng trn th trng cc doanh nghip phi
tm hiu chng. Thng ny sinh nhng cu hi nh: Cp bao nhiu ngi tham gia vo
quyt nh mua sm? H l nhng ai? Tiu chun nh gi ca h nh th no? Nhng
chnh sch v hn ch ca cng ty i vi ngi mua l g?

Nhng ngi hot ng trn th trng cc doanh nghip phi lun tnh to vi
nhng xu hng t chc sau y trong lnh vc mua sm:
+ Nng cp b phn cung ng: Thng thng cc b phn cung ng chim mt v
tr thp trong h thng th bc qun tr, mc d cng tc qun tr thng chim gi na
chi ph ca cng ty. Tuy nhin, do nhng sc p cnh tranh gn y buc nhiu cng
ty phi nng cp b phn cung ng ca mnh v nng cp ph trch b phn ny ln
cng v ph ch tch. Nhng b phn ny chuyn t b phn cung ng theo kiu c,
ch ch trng n vic mua c r nht thnh b phn mua sm c nhim v tm kim
gi tr tt nht t s ngi cung ng t hn v tt hn. Mt s cng ty a quc gia
nng b phn ny thnh b phn chin lc vt t vi trch nhim tm mua vt t trn
khp th gii v lm vic vi cc i tc chin lc. cng ty Caterpillar, cc chc nng
nh cung ng, qun l d tr, lp tin sn xut v vn ti c kt hp li vo mt b
phn. Nhiu cng ty ang tm kim nhng ngi lnh o ti gii v tr lng cao hn.
iu c ngha l nhng ngi hot ng trn th trng cc doanh nghip phi nng
cp cc nhn vin bn hng ca mnh ln cho tng xng vi cp bc ca ngi mua t
liu sn xut.
+ Cung ng tp trung: Trong nhng cng ty c nhiu chi nhnh, ton b vic cung
ng u do cc chi nhnh thc hin ring r v cc nhu cu ca h khng ging nhau.
Nhng gn y cc cng ty bt u tr li tp trung cng tc cung ng trong mt mc
no . Cc c quan u no xc nh nhng vt t cn mua cho mt s chi nhnh cn
th mua tp trung. Nh vy l cng ty m nhim phn ln cng tc cung ng. Tng chi
nhnh c th mua hng t nhng ngun khc, nu nhng chi nhnh c th k c
hp ng tt hn, nhng ni chung th vic cung ng tp trung s tit kim c nhiu
cho cng ty. i vi ngi hot ng trn th trng cc doanh nghip th bc pht trin
ny c ngha l s c quan h vi t ngi mua hn v cp cao hn. Thay v cho lc
lng bn hng ca mnh bn cho tng a ch ring r ca nh my, h c th s dng
mt lc lng bn hng cho khch hng ton quc quan h vi nhng ngi mua l
nhng cng ty ln hn. Vic bn hng cho khch hng ton quc l mt thch thc v i
hi phi c lc lng bn hng c trnh gii hn v n lc lp k hoch Marketing cao
hn.
+ Hp ng di hn: Nhng ngi mua t liu sn xut ngy cng hay ch ng
xut hay chp nhn nhng hp ng di hn vi nhng ngi cung ng tin cy. Chng
hn nh General Motors mun mua hng ca mt s t nhng ngi cung ng sn sng
chn a ddim gn cc nh my ca cng ty sn xut nhng b phn c cht lng cao.
Ngoi ra, nhng ngi hot ng trn th trng cc doanh nghip cn cung cp cho

khch hng ca mnh cc h thng trao i n hng in t (EDI). Khch hng c th

nhp cc n t hng trc tip vo my tnh v cc n hng s c truyn t ng n
nhng ngi cung ng. Nhiu bnh vin t hng trc tip ca Baxter theo cch ny v
nhiu ca hiu sch cng t mua sm ca Follett's theo cch ny.
+ nh gi thnh tch cung ng: Ngy cng c nhiu cng ty nh ra cc ch
khen thng thng cho nhng ngi qun l cung ng c thnh tch mua sm tt, rt
ging cch cc nhn vin bn hng c thng v c thnh tch bn hng tt. Nhng ch
nh vy s kch thch nhng nh qun tr cung ng tng cng sc p ca mnh
nhng ngi bn chp nhn nhng iu kin c li nht.
Nhng yu t quan h
Trung tm mua sm thng gm c mt s ngi tham gia c mc quan tm,
quyn hn v sc thuyt phc khc nhau. Ngi hot ng trn th trng cc doanh
nghip khng chc c th bit c nhng bin ng v hnh vi tp th xy ra trong sut
qu trnh thng qua quyt nh mua sm, mc d mi thng tin c th thu thp c v
nhn cch v nhng yu t quan h c nhn ca h c ch.
Nhng yu t c nhn
Mi ngi tham gia vo qu trnh mua sm u c nhng ng c, nhn thc v s
thch ring ca c nhn mnh. Nhng yu t ny ph thuc vo tui tc, thu nhp, trnh
hc vn, trnh ngh nghip, nhn cch, thi i vi ri ro, v vn ha ca ngi
tham gia. Nhng ngi mua c v s nhng phong cch mua sm khc nhau. C nhng
ngi mua "thch mi chuyn u n gin", nhng ngi mua "t ra mnh l chuyn
gia", nhng ngi mua "mun th tt nht" v nhng ngi mua "mun mi th u m
bo". Mt s ngi tr tui, c trnh i hc rt say m my tnh v trc khi la
chn, ngi cung ng tin hnh phn tch cn k trn my tt c nhng n cho hng
cnh tranh. Mt s ngi mua khc l nhng ngi "st " thuc phi k cu v hay
chi tr nhng ngi bn ng nhau.
Nhng ngi hot ng trn th trng cc doanh nghip phi bit nhng khch
hng ca mnh v iu chnh chin thut ca mnh cho ph hp vi nhng nh hng
bit ca cc yu t mi trng, t chc, quan h c nhn v c nhn n tnh hung mua
hng.
Nhng ngi mua t liu sn xut thng qua quyt nh mua sm ca mnh
nh th no?

Nhng ngi mua t liu sn xut khng mua hng v dch v tiu dng cho c
nhn hay phc v mnh. H mua hng ha v dch v kim tin hay gim bt chi
ph sn xut hay thc hin mt ngha v x hi hay php l. Cng ty luyn thp s b
sung thm l luyn na nu h thy c kh nng kim c nhiu tin hn. H s my
tnh ha h thng k ton ca mnh gim bt chi ph ca vic kinh doanh. H s b
sung thit b kim sot nhim p ng yu cu ca lut php. mua nhng hng
ha cn thit, nhng ngi mua t liu sn xut phi tri qua, mt qu trnh cung ng hay
mua sm, Robinson v nhng ngi khc u xc nh tm giai on ca qu trnh mua
sm cng nghip v gi chng l nhng giai on mua. Nhng giai on ny c th
hin trong bng. Tt c tm giai on ny u c p dng trong tnh hung mua phc
v nhim v mi, v mt s giai on c th c b qua trong hai tnh hung mua sm
khc. M hnh ny c gi l khung s mua. Ta s m t tm bc ny cho tnh
hung mua qua bng di y.
Tnh hung mua
Mua phc v
nhim v mi

Mua lp li
c thay i

Mua lp li khng
thay i

1. thc vn

C th

Khng

2. M t khi qut nhu cu

C th

Khng

3. Xc nh quy cch sn phm

Giai 4. Tm kim ngi cung ng

on
mua 5. Yu cu cho hng

C th

Khng

C th

Khng

6. La chn ngi cung ng

C th

Khng

7. Lm th tc t hng

C th

Khng

8. nh gi kt qu thc hin

Bng 5-1. Nhng giai on ch yu ca qu trnh mua sm cng nghip

thc vn
Qu trnh mua sm bt u khi c mt ngi no trong cng ty thc c mt vn
hay nhu cu c th p ng c bng cch mua mt lot hng ha hay dch v.
thc vn c th l kt qu tc ng ca nhng tc nhn kch thch bn trong hay bn
ngoi. Trong ni b th nhng s kin ph bin nht dn n thc c vn l:
+ Cng ty quyt nh pht trin mt sn phm mi, cn thit v vt t sn xut
sn phm .

+ Mt c my b hng v cn thay th hay mua ph tng mi.

+ Vt t mua ngoi khng ph hp v cng ty phi tm kim ngi cung ng khc.
+ Nh qun tr cung ng ngh l c c hi kim c gi h hn v cht lng tt
hn.
T bn ngoi ngi mua c th ny ra nhng tng mi khi xem trin lm
thng mi, xem qung co hay tip mt i din bn hng cho mt sn phm tt
hn hay gi h hn. Nhng ngi hot ng trn th trng cc doanh nghip c th kch
thch thc c vn bang cch qung co, ving thm nhng khch hng trin
vng .v...v.
M t khi qut nhu cu
Sau khi thc c nhu cu, ngi mua phi tin hnh xc nh nhng c im
chung v s lng mt hng c nhu cu. i vi nhng mt hng tiu chun th khng c
vn g. i vi nhng mt hng phc tp th ngi mua phi cng vi nhng ngi
khc, nh cc k s, ngi s dng v...v. xc nh nhng c im chung. H s phi xc
nh tm quan trng ca tin cy, bn, gi v cc tnh cht mong mun khc i vi
mt hng . Ngi hot ng trn th trng cc doanh nghip c th h tr ngi mua
trong giai on ny bngf cch m t cc tiu chun khc nhau cn ch khi p ng nhu
cu ny.
Xc nh quy cch sn phm
Bc tip theo t chc mua hng s a ra nhng quy cch k thut ca mt hng.
T k thut phn tch gi tr sn phm c giao nhim v son tho d n. Phn tch gi
tr sn phm l mt phng php gim chi ph, trong cc b phn cu thnh c
nghin cu k lng xc nh xem c th thit k li hay tiu chun ha, hay ch to
bng nhng phng php r tin hn khng. T ny s xem xt nhng b phn cu thnh
c chi ph cao trong sn phm giao, thng l c 20% chi tit chim ti 80% gi
thnh. T ny cng xc nh xem nhng b phn no ca sn phm c thit k qu
mc, thnh ra c tui th di hn tui th ca bn thn sn phm. T ny s quyt nh
nhng c im ti u ca sn phm. Nhng quy cch k thut c son tho cht ch
cho php ngi mua t chi nhng l hng khng p ng c nhng tiu chun
nh.

Nhng ngi cung ng cng c th s dng vic phn tch gi tr sn phm lm

cng c xc nh v tr ca mnh nhm ginh c khch hng. Nh bit sm v tham
gia vo nhng quy cch k thut ca ngi mua, ngi cung ng s c nhiu kh nng
c la chn trong giai on la chn ngi cung ng.
Tm kim ngi cung ng
By gi ngi mua phi c gng xc nh nhng ngi cung ng ph hp nht.
Ngi mua c th nghin cu nhng tp danh b thng mi, tm kim trn my tnh, gi
in cho cc cng ty khc hi kin, xem cc mc qung co thng mi v i d
trin lm thng mi17. Nhim v ca ngi cung ng l ng k tn trong danh b
thng mi ch yu, trin khai mt chng trnh qung co v khuyn mi mnh m, to
dng danh ting tt trn th trng. Nhng ngi cung ng thiu nng lc sn xut hay
c ting xu s b t chi. Nhng ngi c tiu chun s c mi n c s sn xut
xem xt v gp g vi nhn vin ca c s. Ngi mua s a ra mt danh sch ngn
nhng ngi cung ng tiu chun gi.
Yu cu cho hng
By gi ngi mua mi nhng ngi cung ng tin chun gi bn cho hng.
Mt s ngi cung ng s ch gi catalog hay c mt i din bn hng n. Trong
trng hp mt hng phc tp hay t tin, ngi mua s yu cu tng ngi cung ng
tiu chun gi vn bn cho hng chi tit. Ngi mua s loi bt mt s ngi cung
ng cn li lm bn trnh by chnh thc. V vy nhng ngi hot ng trn th trng
cc doanh nghip phi c trnh chuyn mn nghin cu, vit v trnh by bn
cho hng. Nhng bn cho hng ca h phi l nhng vn bn Marketing, ch khng
phi l vn bn k thut. Cch trnh by ming phi to c nim tin. H cn xc nh
v tr ca nng lc v cc ngun ti nguyn ca cng ty m bo ng vng trong
cnh tranh.
Hy xt nhng bc th thch m cng ty Campbell Soup Company t ra
loi bt nhng ngi cung ng:
Chng trnh ngi cung ng tiu chun ca Campbell i hi mt ngi cung
ng tng lai phi tri qua ba giai on: l ngi cung ng tiu chun, ngi cung
ng c chp nhn v ngi cung ng c chn. Mun tr thnh ngi cung ng
tiu chun, ngi cung ng phi trnh by nng lc k thut, tnh hnh ti chnh, hiu qu
chi ph, tiu chun cht lng cao v kh nng i mi. Gi s rng ngi cung ng tha
mn c nhng tiu chun ny, h chnh thc ngh c chp nhn trn c s tham

d mt hi ngh chuyn v ngi bn hng cho Campbell, chp nhn thc hin tham
quan tp th, ng thc hin nhng thay i v cam kt nht nh, v.v Sau khi chp
nhn, ngi cung ng tr thnh ngi cung ng c chn khi t ra c kh nng m
bo ng u cao ca sn phm, khng ngng ci tin cht lng v giao hng ng
theo lch.
La chn ngi cung ng
Chng trnh ca Campbel l phng thc m ngy cng c nhiu khch hng mua
t liu sn xut s dng tuyn chn ngi cung ng. Nhng ngi lm Marketing phi
hiu v nm c qu trnh ny nu h mun tr thnh nhng ngi cung ng cho nhng
khch hng ln. Trung tm mua sm s xc nh nhng tnh cht mong mun ngi
cung ng v nu r tm quan trng tng i ca chng. Trung tm mua sm s xp hng
nhng ngi cung ng theo nhng tnh cht ny v xc nh nhng ngi cung ng hp
dn nht. H thng s dng m hnh nh gi ngi cung ng nh m hnh c trnh
by trong bng 5-2.
Thang xp hng
Cc tnh cht

Khng chp nhn Km

Bnh
Tt Tuyt vi
(0)
(1) thng (2) (3)
(4)
x

Nng lc k thut v sn xut

x

Tnh hnh ti chnh

tin cy ca sn phm
tin cy ca vic giao hng

Nng lc m bo dch v
Tng s im: 4+2+4+2+4 = 16

im trung bnh 16/5 = 3,2

Bng 5-2. Mt v d phn tch ngi bn
Ch thch: Ngi bn ny t ra kh mnh, tr hai tnh cht. Nhn vin cung ng
phi quyt nh xem hai nhc im ny quan trng n mc no. C th lp li qu
trnh phn tch vi vic s dng trong tm quan trng ca nm tnh cht.
Lehmann v O'Shaughnessy pht hin thy rng tm quan trng tng i ca cc
tnh cht khc nhau thay i theo tnh hung mua sm. i vi nhng sn phm t hng
thng thng h thy rng tin cy ca vic giao hng, gi v danh ting ca ngi

cung ng l rt quan trng. i vi nhng sn phm c vn th tc, nh my sao

chp, ba tnh cht quan trng nht l dch v k thut, tnh linh hot ca ngi cung ng
v tinh cy ca sn phm. Cui cng, i vi nhng sn phm c vn chnh tr, gy
s knh ch trong t chc, nh h thng my tnh, th nhng tnh cht quan trng nht l
gi, danh ting ca ngi cung ng, tin cy ca sn phm, tin cy ca dch v v
tnh linh hot ca ngi cung ng.
Trung tm mua sm c th c gng thng lng vi nhng ngi cung ng c
a thch t c gi v nhng iu kin tt hn trc khi la chn ln cui cng.
Ngi lm Marketing c th p li yu cu gi thp hn theo mt s cch. H c th nu
ln gi tr ca nhng dch v m hin nay ngi mua ang nhn c, nht l trong
trng hp nhng dch v hn hn nhng dch v do cc i th cnh tranh m bo.
Ngi lm Marketing c th c kh nng chng minh rng chi ph sut i s dng
sn phm thp hn so vi chi ph cho sn phm ca cc i th cnh tranh, cho d gi
mua ca n c cao hn. Cng cn nhiu cch mi m hn khc c th s dng i ph
vi p lc mnh v gi.
Cc trung tm mua sm cng c th quyt nh s s dng bao nhiu ngi cung
ng. Nhiu doanh nghip thch s dng nhiu cung ng h khng ph thuc hon ton
vo mt ngi cung ng v cng c th so snh gi c v kt qu thc hin ca nhng
ngi cung ng cnh tranh. Ngi mua thng dn phn ln n t hng cho ngi
cung ng tt nht. V d, mt khch hng c th mua 60% ca ngi cung ng tt nht
v 30% v 10% tng ng ca nhng ngi cung ng khc. Ngi cung ng tt nht s
phi n lc bo v v tr hng u ca mnh. Cn nhng ngi cung ng thuc cc hng
sau th c gng tng phn cung ng ca mnh. ng thi nhng ngi cung ng khng
c chn cng tm cch chen chn vo bng cch cho gi thp c bit ri sau ra
sc tng phn cung ng ca mnh cho khch hng .
Lm th tc t hng
By gi ngi mua thng lng v n t hng cui cng vi nhng ngi cung
ng c chn, a ra nhng quy cch k thut, s lng cn thit, thi gian giao
hng d kin, chnh sch tr li hng, bo hnh, v...v. Trong trng hp nhng mt hng
MRO (bo tr, sa cha v vn hnh), ngi mua ngy cng c xu hng k kt nhng
hp ng bao qut ch khng lm nhng n t hng nh k. Vic vit mt n t
hng mi mi ln cn n gy tn km. Ngi mua cng khng mun vit t n t
hng hn nhng vi khi lng ln, v nh vy s tn hng d tr nhiu hn. Mt hp
ng bao qut thit lp c mi quan h lu di, trong ngi cung ng ha hn s
cung cp tip cho ngi mua khi c vi gi tha thun trc cho mt khong thi gian

nht nh. Vic d tr hng do ngi bn m nhim, v th m c tn gi l "k hoch

cung ng khng d tr". my tnh ca ngi mua t ng gi n t hng t mt
ngun, t hng cho ngi bn khi cn hng, v t nhiu mt hng hn t ngun mua
. iu ny lin kt cht ch hn ngi cung ng vi ngi mua v lm cho ngi cung
ng ngoi kh chen chn vo tr khi ngi mua khng hi lng vi gi, cht lng hay
dch v ca ngi cung ng trong cuc.
nh gi kt qu thc hin
Trong giai on ny, ngi mua xem xt li kt qu thc hin ca nhng ngi
cung ng c th. Ngi ta thng p dng ba phng php. Ngi mua c th lin h vi
nhng ngi s dng cui cng v ngh h cho kin nh gi. Ngi mua c th
nh gi ngi cung ng theo mt s tiu chun bng phng php cho im c trng s.
Ngi mua c th tnh tng chi ph pht sinh do thc hin ti dn ti chi ph mua hng
c iu chnh v bao gm trong c gi mua. Vic nh gi kt qu thc hin c th dn
n ch ngi mua tip tc quan h, thay i hay loi b ngi cung ng. Ngi cung
ng phi theo di nhng bin ging nh ngi mua v ngi s dng cui cng sn
phm .
Ta trnh by nhng giai on mua phi tri qua trong tnh hung mua sm phc
v nhim v mi. Trong cc tnh hung mua lp li c thay i hay khng thay i mt
s giai on c th c rt rng li hay b qua. V d, trong tnh hung mua lp li
khng thay i, ngi mua thng c mt ngi cung ng a thch hay mt bng xp
hng nhng ngi cung ng. Mi giai on l mt bc thu hp s ngi cung ng
la chn. Cardoza s dng cc giai on mua i n m hnh cho xc sut ngi
cung ng c th nhn c n hng v mt sn phm c th t mt ngi mua c th.
M hnh tnh hung mua tm giai on th hin nhng bc ch yu trong qu
trnh mua sm t liu sn xut. Ngi hot ng trn th trng cc doanh nghip cn v
s dng cng vic, v s ny c th cung cp nhiu gi cho ngi lm Marketing.
S dng mua i vi trng hp mua mt my ng gi Nht c th hin trong
H.5-2. Nhng con s trong hnh v c gii thch bn phi. Nhng con s gia cc
hnh th hin dng s vic. C trn 20 ngi trong cng ty mua hng tham gia, bao gm
ngi qun tr sn xut v i ng nhn vin, ban ph trch sn phm mi, phng th
nghim ca cng ty, b phn Marketing v b phn pht trin th trng. Ton b qu
trnh thng qua quyt nh mt 121 ngy.
R rng l Marketing cc doanh nghip l mt lnh vc c nhiu thch thc. Vn
then cht l phi bit c nhng nhu cu ca ngi s dng, nhng ngi tham gia mua

sm, tiu chun mua v th tc mua. Khi bit nhng yu t ny, ngi hot ng trn
th trng cc doanh nghip c th thit k cc k hoch Marketing bn hng cho cc
loi khch hng khc nhau.
2. Th trng cc t chc v cc c quan nh nc
Nh vy l ta tp trung kh nhiu vo vic xem xt hnh vi mua sm ca cc
cng ty kim li. Phn ln nhng iu trnh by u c th p dng cho thc tin mua
sm ca cc t chc v cc c quan nh nc. Tuy nhin chng ti mun lm sng t
nhng tnh cht c bit nht nh thng gp trn nhng th trng cc c quan nh
nc.
Th trng cc t chc bao gm cc trng hc, bnh vin, nh h sinh, nh t v
cc t chc khc phi cung cp hng ha v dch v cho nhng ngi thuc din qun tr
ca mnh. c im chung ca nhiu t chc ny l ngn qu nh v khch hng khng
c i li t do. Mt nhn vin cung ng ca bnh vin phi quyt nh s lng thc
phm cn mua cho bnh nhn. Mc tiu mua sm khng phi l li nhun, v thc phm
c cung cp cho bnh nhn nh mt phn ca dch v trn gi. Vic gim chi ph n
mc ti thiu cng khng phi l mc tiu, bi v nu cho bnh nhn n ung km th h
s phn nn vi nhng ngi khc v lm tn hi n thanh danh ca bnh vin. Nhn
vin cung ng ca bnh vin phi tm kim nhng ngi bn thc phm cho t chc c
cht lngj m bo hay vt trn mt tiu chun ti thiu nht nh v gi li r.
Nhiu ngi bn thc phm thnh lp mt b phn ring chuyn bn hng cho
cc t chc mua hng, do nhng nhu cu v c im c bit ca h. Chng hn nh
Heinz sn xut, ng gi v nh gi khc nhau p ng nhng yu cu khc nhau ca
bnh vin, trng i hc v nh t.
Nhng t chc ny c th c nhng ngi bo tr khc nhau v tm kim nhng
mc tiu khc nhau. Bnh vin Humana th theo ui li nhun cn bnh vin Sisters of
Charity l bnh vin phi li nhun, bnh vin cu chin binh th hot ng nh mt bnh
vin ca nh nc. Ngi bo tr v cc mc tiu ca t chc to ra nhng im khc
bit trong cch mua sm ca n.
hu ht cc nc, cc t chc ca nh nc l ngi mua ch yu hng ha v
dch v. Vic mua sm ca nh nc c nhng c im nht nh. V nhng quyt nh
chi tiu ca h chu s kim tra chung, cc t chc nh nc i hi rt nhiu cng vic
giy t, bn pha ngi cung ng. Nhng ngi cung ng phn nn v chuyn giy t
qu nhiu, t quan liu, nhng quy nh khng cn thit, thng qua quyt nh chm tr

v thng hay thay i ngi i mua sm. Nhng ngi cung ng phi nm vng quy
ch v tm cch khc phc. Hu ht cc chnh ph u cung cp cho nhng ngi
cung ng tng lai nhng ti liu hng dn chi tit nhng th tc bn hng cho chnh
ph.
Mt c im khc na l cc t chc nh nc thng i hi ngi cung ng
tham gia u thu, v thng thng h k kt hp ng vi ngi thu gi thp nht.
Trong mt s trng hp n v nh nc c chiu c n cht lng thng hng hay
uy tn hon thnh hp ng ng thi hn ca ngi cung ng. Cc chnh ph cng mua
theo hp ng thng lng ch yu l trong nhng trng hp ca nhng n phc
tp lin quan n nhng chi ph ln v nghin cu v pht trin hoc nhng ri ro, v
trong nhng trng hp cnh tranh t c hiu qa.
c im th ba l cc t chc nh nc c xu hng chung nhng ngi cung
ng trong nc hn nc ngoi. iu phn nn ch yu ca cc cng ty a quc gia hot
ng chu u l mi nc u t ra a chung nhng cng ty a quc gia ca mnh, d
l cc cng ty nc ngoi c th sn xut hng ha tt hn. U ban Kinh t Chu u
ang c gng loi b thi thin v ny.
V mt s l do, nhiu cng ty bn hng cho nh nc vn khng cng b trnh
hng Marketing. Cc chnh sch mua sm ca chnh ph ch trng nhiu n gi c lm
cho cc nh cung ng phi t n lc ng k h gi thnh ca mnh. Trong nhng
trng hp cc c im ca sn phm c xc nh k lng th vic to c im
khc bit cho sn phm khng phi l mt yu t Marketing. Vic qung co v bn hng
trc tip cng khng tc ng nhiu n kt qu thng thu.
Tuy nhin, mt s cng ty thnh lp b phn Marketing chuyn ph trch cc c
quan nh nc. V d nh Rockwell, Kodak v Goodyear. Nhng cng ty ny d on
cc nhu cu v n ca nh nc, tham gia vo vic xc nh quy cch sn phm, thu
thp thng tin tnh bo v cc i th cnh tranh, chun b k vic tham gia u thu, v
tng cng thng tin gii thiu v khuch trng danh ting ca cng ty.