K HOCH X L TNH HUNG MARKETING (PLAN FOR MARKETING SOLUTION) BNG K HOCH X L TNH HUNG MARKETING (PLAN FOR

MARKETING SOLUTION) MARKETING LECTURER: BUI KHAC LINH

TN CNG TY NHM THC HIN MC LC

I. PHN TCH NHN T BN TRONG V BN NGOI DOANH NGHIP: (EXTERNAL AND INTERNAL ANALYSIS) 1. PHN TCH CC YU T BN NGOI (EXTERNAL ANALYSIS) : 1.1. PHN TCH PEST ( PEST ANALYSIS): a. Political (Th ch - Lut php) Khi tin hnh kinh doanh mt quc gia hoc khu vc no , cc doanh nghip s phi bt buc tun theo cc yu t chnh tr (th ch) lut php ti khu vc . S bnh n: Khu vc kinh doanh c xy ra cc xung t chnh tr hay khng, s bnh n chnh tr nh th no? Chnh sch thu: Chnh sch thu xut khu, nhp khu, cc thu tiu th, thu thu nhp... s nh hng ti doanh thu, li nhun ca doanh nghip.

Cc o lut lin quan: Lut u t, lut doanh nghip,lut lao ng, lut chng c quyn, chng bn ph gi ... Chnh sch: Cc chnh sch ca nh nc s c nh hng ti doanh nghip, n c th to ra li nhun hoc thch thc vi doanh nghip: V d : chnh sch cnh tranh, bo v ngi tiu dng...

b. Economics (Kinh t) Thng thng cc doanh nghip s da trn yu t kinh t quyt nh u t vo cc ngnh, cc khu vc. Tnh trng ca nn kinh t nh th no? Cc yu t tc ng n nn kinh t: Li sut, lm pht. 1

K HOCH X L TNH HUNG MARKETING (PLAN FOR MARKETING SOLUTION) Cc chnh sch kinh t ca chnh ph: Lut tin lng c bn, cc chin lc pht trin kinh t ca chnh ph, cc chnh sch u i cho cc ngnh: Gim thu, tr cp....

c. Sociocultrural (Vn ha- X Hi) Mi quc gia, vng lnh th u c nhng gi tr vn ha v cc yu t x hi c trng, v nhng yu t ny l c im ca ngi tiu dng ti cc khu vc . V d Vit Nam c th nhn ra ngay s giao thoa ca cc nn vn ha c bit thi gian gn y l vn ha Hn Quc. Bn cnh vn ha , cc c im v x hi cng khin cc doanh nghip quan tm khi nghin cu th trng, nhng yu t x hi s chia cng ng thnh cc nhm khch hng, mi nhm c nhng c im, tm l, thu nhp ... khc nhau: Tui th trung bnh, tnh trng sc khe, ch dinh dng, n ung. Thu nhp trung bnh, phn phi thu nhp

Li sng, hc thc,cc quan im v thm m, tm l sng iu kin sng

d. Technological (Cng ngh) - Yu t cng ngh nh hng nh th no s pht trin ca cng ty, n i th cnh tranh. Liu c phi l li th cnh tranh ( competitive advantage ) ca i th so vi cng ty ca ban? 1.2. PHN TCH I TH CNH TRANH (COMPETITORS ANALYSIS) : 1.2.1. CC MC IM CNH TRANH: Mt s mc thi gian quan trng lin quan n s hnh thnh cng ty, s gia nhp ca i th cnh tranh vo th trng,. Mc cnh tranh ca ngnh: D di, bnh thng, S i th cnh tranh:. S i th cnh tranh tham gia hng nm v nhng tht bi:.. Nhng tr ngi cnh tranh ca cng ty bn. 1.2.2. CC I TH CNH TRANH:

K HOCH X L TNH HUNG MARKETING (PLAN FOR MARKETING SOLUTION)

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i th

Th phn

M t sn phm dch v

u im

Nhc im

Nt ni bt trong hot ng Marketing ( 4Ps) Products, Place, Promotion, Price.

T cnh tranh chnh T 1 T 2 T cnh tranh ph T1 T 2

1.2.3. LI TH CNH TRANH ( Competitive Advantages) - Cc li th cnh tranh m cng ty bn c ( so snh vi i th cnh tranh) ( V d: vn, ngun nhn lc, dch v khch hng qun l, cng ngh) 1.3. PHN TCH KHCH HNG ( CUSTOMERS ANALYSIS) 1.3.1. Cc yu t phn on th trng ( Segmentation criteria):

K HOCH X L TNH HUNG MARKETING (PLAN FOR MARKETING SOLUTION)

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- Phn on theo yu t a l: Thi quen Phong tc tp qun c im vn ha Kh hu Giao thng

- Nhn khu hc Tui v giai on sng ( thiu nin, thanh nin, trung nin, ngi gi) Gii tnh Thu nhp: Thu nhp cao Thu nhp trung bnh Thu nhp thp.

- Tm l V tr x hi ( sang trng, bnh d) Phong cch sng ( c tnh): lng mn, si ni, trm t, lch lm.

- Hnh vi mua hng Theo li ch 4

K HOCH X L TNH HUNG MARKETING (PLAN FOR MARKETING SOLUTION)

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1.3.2. c im ca khch hng mc tiu ( Th trng mc tiu m cng ty hng ti) Tui Thu nhp C gia nh hay cha Phong cch sng ( Si ni, tr trung hay im m, trm tnh) C nhu cu v dng sn phm nh th no.. 1.3.3. Nhu cu ( mong mun ) hay gi ca khch hng vi sn phm, dch v ca cng ty l g 2. PHN TCH TNH HNH: 2.1.THUN LI: Cng ty c nhng thun li g 2.2 KH KHN ( NHNG TNH HUNG HAY THC TRNG CNG TY ANG VNG MC): V d: + Cng ty ang gp kh khn trong vic xm nhp th trng do tnh cnh tranh ca cc hng qu ln. +Khch hng tm n cng ty ( thng hiu) ngy mt t + Cng ty gp s c ( v d nh tung ra loi sa mi nhng mt s trng hp gp d ng, sn phm vi tnh a ra ngoi th trng gp li sn xut ( pin nng, chp in...).Vy khc phc s c nh th no, k hoch Marketing nh th no ly li uy tn cho doanh nghip. + Mt cng ty khc n cp ( nhi li) sn phm ca cng ty.... + Cc i th cnh tranh lin tip a ra cc chin thut Marketing mi, nhng cng ty vn cha c gii php cnh tranh. 5

K HOCH X L TNH HUNG MARKETING (PLAN FOR MARKETING SOLUTION)

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+ Mc cnh tranh ca th trng qu cao ( i Dng ), liu cng ty c th tin hnh chin lc th trng Ngch hay i Dng Xanh c khng 3. MC TIU 3.1. Mc tiu ca cng ty 3.2. Mc tiu ca Phng Marketing 3.3. Mc tiu th trng ( Gii quyt tnh hung) 3.3.1. Ngn hn ( khong 1 nm) - Gii quyt kh khn: t c mc cao v s hi lng ca khch hng .( V d: 80% khch hng hi lng vi cht lng sn phm v dch v ca doanh nghip) Tng thm doanh s bn hng ( v d thm 150 sn phm /tun) 3.3.2 Di hn ( t 3 n 5 nm): + Thit lp cc mc tiu c bit v c th o lng c cho thy cc mc mong mun v doanh s, th phn, cc bin s v thng hiu. V d: Tr thnh thng hiu s 2 trn th trng H Ni vo nm 2014 Ginh c 20% khch hng ca i th cnh trnah vo nm 2015 Xy dng s nhn din thng hiu mnh m v sn phm X,Y trong 4 nm ti. Gia tng a% tng li nhun ca dng sn phm A vo nm 2013.

K HOCH X L TNH HUNG MARKETING (PLAN FOR MARKETING SOLUTION)

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4. CHIN LC MARKETING ( X L TNH HUNG MARKETING) 4.1. CHIN LC T PHN TCH SWOT

K HOCH X L TNH HUNG MARKETING (PLAN FOR MARKETING SOLUTION) 4.2. CHIN LC K I LP 4.3. CHIN LC EO BM 4.4. CHIN LC (TH TRNG NGCH ) I DNG XANH I DNG 4.5. CHIN LC NH V 4.6. CHIN LC TI NH V Internal Strengths (S) . Internal Weaknesses (W)

External Opportunities (O)

SO strategies:

WO strategies:

ST strategies: External Threats (T) 4.7. CHIN LC NHN DIN THNG HIU.

WT strategies:

CCH LM T TNH HUNG MARKETING N XY DNG CHIN LC X L: CC EM C TH K BNG NH SAU.

K HOCH X L TNH HUNG MARKETING (PLAN FOR MARKETING SOLUTION)

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TNH HUNG ( KH KHAN) CNG TY HIN C Khch hng tm n mua sn phm hay dch v ca cng ty ngy mt t, th phn ca cng ty ngy mt nh.

CC CHIN LC THCH HP Chin lc Ti nh V: Chin lc s lm i mi hnh nh ca thng hiu ( cng ty) v sn phm, dch v, ln i ng nhn vin t em li nhng n tng mi, cm nhn mi t pha khch hng.Khch hng s tm thy s mi m t pha cng ty. Chin lc ny s gip tng doanh s bn hng, ginh thm th phn v nh v mt hnh nh mi m hn trong tm tr khch hng. ( V d: Chnh sa li hnh nh logo, pht trin s c o, hay tnh nng ca sn phm nh th no, b sung thm mt s dch v g.) Chin lc Nhn din Thng Hiu Chin lc Th trng Ngch. Chin lc i Dng Xanh Mc ch ca chin lc ny l tm ra mt th trng mi m hn so vi th trng c ( v d trc kia ch chuyn kinh doanh thi trang ca c nam v n, nhng nay ch tp trung kinh doanh thi trang nam, nhng kiu dng, mu m sn phm ht sc c o, ph hp cao vi th hiu ngi tiu dng, gi c phi chng, i ng nhn vin bn hng tr trung, phong cch mi.) Chin lc Th Trng Ngch.

S cnh tranh ca th trng qu cao, cc i th cnh tranh lin tc a ra cc chiu thc cnh tranh, tip th mi. Doanh nghip cm thy rt kh khn duy tr kinh doanh trong th trng ny.

5. CC HOT NG MARKETING: 9

K HOCH X L TNH HUNG MARKETING (PLAN FOR MARKETING SOLUTION) 5.1. SN PHM: Thit k sn phm vi mu m, kiu dng, chc nng mi g 5.2. NH GI Cng ty s tin hnh xc nh mc gi l bao nhiu 5.3. PHN PHI. Lit k cc nh phn phi cho doanh nghip ( v d trn a bn H Ni c khong bao nhiu nh phn phi) tng s pht trin thm knh phn phi, nh phn phi nh th no? 5.4. KHUCH TRNG - CC CHNG TRNH S DNG PHNG TIN TRUYN THNG

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+ QUNG CO ( TNG S QUNG CO TRN TRUYN HNH NH TH NO, TNG POSTER QUNG CO ???) + XY DNG THNG IP MARKETING CHO CC PHNG TIN TRUYN THNG Thng ip Marketing gip cho khch hng thm tin tng vo thng hiu ca doanh nghip ng thi truyn t n cho h v th ca bn trn th trng, ang lm g v n lc vt qua nhng kh khn, thch thc v t c thnh cng nh th no. 2 yu t chnh ca thng ip: a) Ngn gn v nu bt c c im chnh. b) Th hin c trin vng ca doanh nghip bn trong vic gii quyt tnh hung c) Nhn mnh li ch khch hng s nhn c t li ch ca doanh nghip bn. ( Cc em a ra mt slogan mi, nhng mu qung co mi ( ti vi, poster.) Cc em c th t cc thnh vin trong nhm chp nh poster qung co mi cho sn phm hoc thit k mt on phim qung co ngn, vui v c thng ip Marketing gi n khch hng ntn) BNG PHN B CC PHNG TIN TRUYN THNG: Phng tin T1 T2 T3 T4 10 T5 T6 T7 T8 T9 T10 T11 T12

K HOCH X L TNH HUNG MARKETING (PLAN FOR MARKETING SOLUTION) Truyn hnh Ngoi tri ( posters, pano p phch qung co) Bo, Tp ch T chc S kin Bn hng c nhn T ri Marketing trc tip ( qua in thoi, bn bo gi..) v.v..

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DCH V V H TR KHCH HNG, BN HNG TRC TIP, XC TIN BN HNG ( HI CH, TRIN LM)

6. D KIN NGN SCH V CHI PH:

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K HOCH X L TNH HUNG MARKETING (PLAN FOR MARKETING SOLUTION)

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Cng c v chi ph

S lng ( s bo/tp ch/ s ln trn truyn hnh .) Bo Tp ch Qung co T ri T chc s kin ( c tnh tng chi ph) Radio

n gi

Tng chi

7. PHN B CNG VIC:

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K HOCH X L TNH HUNG MARKETING (PLAN FOR MARKETING SOLUTION) Thi gian Cng vic Thc hin phim qung co Thit k posters, pano p phch T chc s kin + Chng trnh ca nhc + Giao lu v.v T11 T12 T1 T2 T3 T4 T5 T6 T7

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T8 T9 T10

8. D KIN KT QU THU C 9. MT S RI RO C TH XY RA 10. TI LIU LIN QUAN NH KM.

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