Mc lc

Trang Li m u.................................................................................................................3 Chng I: L lun c bn v cc nhn t ca mi trng marketing....................4 I.Khi nim ...........................................................................................................4 II.Ni dung l lun.................................................................................................5 Chng II: nh hng ca mi trng marketing vi tp on Mattel.................11 I.Gii thiu doanh nghip .....................................................................................11 II.Thc trng...........................................................................................................12 III. nh gi hot ng marketing ca tp on...................................................24 Chng III: Gii php hon thin hot ng marketing..........................................25 Danh mc ti liu tham kho.....................................................................................27

Li ni u

Ti hu ht cc quc gia trn ton th gii, th trng chi c nhiu thay i ln trong thi gian va qua vi s ra i v pht trin nhanh chng ca nhiu loi chi mi v cc hnh thc game vi tnh. Tuy nhin, i vi cc b gi tui t 3 -11, khng mt loi hnh chi mi m no c th thay th c nhng c bp b d thng, c bit l bp b Barbie. Mc d ra i cch y 50 nm, nhng Barbie vn gi vng v tr hng u trong th trng chi dnh cho cc c b. Cho n nay, c n hn 1 t bp b Barbie c bn ra trn khp th gii. Ch c Barbie mi c kh nng qua mt v s cc la chn gii tr khc nhau nh video game, truyn hnh, my vi tnh chim c s quan tm ca cc c b. Trong khi c hn mt na cc thng hiu chu tc ng nng n ca s suy thoi trn th trng, mt s nhng thng hiu mnh khng h chu thit hi, thm ch cn tng trng nhanh. V Barbie l mt trong nhng thng hiu nh th.Chng ta hy cng tm hiu xem tp on Mattel i ph vi cc nh hng ca mi trng marketing nh th no duy tr s ln mnh ca thng hiu bp b Barbie sau 50 nm pht trin. (Theo Lantabrand) 2

Chng I Cc khi nim

I.Khi nim 1.Mi trng marketing Mi trng marketing ca mt cng ty (doanh nghip) l tp hp cc ch th, cc lc lng bn trong v bn ngoi cng ty m b phn ra quyt nh ca cng ty khng th khng ch c v chng thng xuyn tc ng, nh hng tt hoc khng tt ti cc hot ng marketing ca cng ty. Nh vy, s thay i, din bin ca cc lc lng v yu t khng phi do b phn marketing gy ra hay b phn marketing c quyn lm thay i. i vi b phn marketing, nhng bin i l khch quan. Do , b phn marketing ch c th theo di, pht hin t thay i cc quyt nh marketing ca mnh nhm gim thiu nhng tc ng xu, khai thc ti a cc tc ng tt hoc thch ng mt cch c li nht. 2.Mi trng marketing vi m Mi trng marketing vi m L nhng lc lng, yu t c quan h trc tip vi tng cng ty v tc ng n kh nng phc v khch hng ca n. 3

Nhng lc lng ny gm c: - Cc lc lng bn trong cng ty (ngoi b phn marketing) - Cc lc lng bn ngoi cng ty (cc nh cung ng, cc nh mi gii marketing, cc i th cnh tranh, cng chng trc tip v khch hng). 3.Mi trng marketing v m Mi trng marketing v m l nhng lc lng x hi trn bnh din rng ln. N tc ng n cc quyt nh marketing ca cc doanh nghip trong ton ngnh, thm ch trong ton b nn kinh t quc dn v do n nh hng dn cc lc lng thuc mi trng marketing vi m, qua nh hng gin tip n cc hot ng marketing. Cc yu t ca mi trng vi m, ngoi yu t nhn khu, yu t t nhin cn c PEST (Political force-yu t chnh tr, Economic forces - yu t kinh t, Socicocultural forces - yu t x hi v vn ho, Technological forces - yu t cng ngh). II.Ni dung l lun 1.Tc ng ca mi trng vi m ti hot ng marketing 1.1.Cc lc lng bn trong cng ty Nu mt cng ty c t chc theo cc b phn chc nng th thng c cu trc diin hnh sau: phng k ton, phng marketing, phng nhn s, phng sn xut, phng nghin cu v pht trin, phng k hochCc phng ban thng theo ui nhng mc tiu khc nhau do chc nng cng vic ca h chi phi, v nhng mc tiu ca mi b phn khng phi bao gi cng thng nht vi cc b phn khc, mc d tt c du t di s iu hnh ca hi ng qun tr v ban gim c. Nh vy, cc quyt nh marketing do b phn marketing a ra trc ht phi chu s rng buc ca mc tiu, chin lc, k hoch do ban lnh o ti cao a ra. Ch nh vy, cc quyt nh marketing mi thu ht c s ch , quan tm v ng h ca ban lnh o trong cng ty. Bn cnh , phng marketing phi tranh th s ng h cao nht ca cc b phn khc trong cng ty i vi cc quyt nh marketing ca mnh. S ng h ca phng

ti chnh- k ton s m bo cung ng vn kp thi, y cho cc hot ng marketing, v theo di tnh hnh thu chi, gip b phn marketing nh gi c thc trng, hiu qu ca cc hot ng marketing ra. S ng h ca phng nghin cu v pht trin s gip b phn marketing gii quyt c cc vn k thut v thit k, ch to c sn phm theo ng yu cu ca th trng mc tiu, p ng nh v th trng. Ginh c s ng h ca phng nhn s, b phn marketing c th m bo c c ngun nhn lc dp ng tt cc quyt nh marketing Mi trc trc trong quan h gia b phn marketing vi cc b phn khc trong cng ty u c th nh hng ti s thnh cng ca hot ng marketing. 1.2.Cc lc lng bn ngoi cng ty 1.2.1.Nhng t chc c nhn cung ng cc yu t sn xut tin hnh sn xut ra hng ho hoc dch v cung cp cho th trng, bt k cng ty no cng cn c cung cp cc yu t u vo nh: nguyn nhin liu, my mc, lao ng, nh xngNhng bin ng trn th trng cc yu t u vo nh s lng, cht lng, gi c, nhp cung cp u nh hng ti cc quyt nh marketing ca cng ty. Chng hn, do s tin b ca cng ngh trong qu trnh sn xut c th to ra nhng vt liu, nng lng thay th hiu qu hn. iu ny l c hi tt cho cng ty. Nhng khng t trng hp, s tng ln ca gi c, li sut, tnh khan him ca cc yu t u vo lm cng ty phi thay i cc quyt nh v marketing v sn phm, dch v du ra ca mnh. Nh vy, t pha nh cung cp lun tim n nhng nguy c v s e do ti cc quyt nh marketing, qua nh hng ti cht lng v quan h gia cng ty v khch hng. 1.1.2.Nhng t chc dch v mi gii marketing - Cc t chc thng mi: cc cng ty thng mi, cc cng ty bn bun, bn l. Do tnh chuyn nghip ca cc t chc ngy cng cao, qui m kinh doanh ngy cng ln, cc cng ty ny i khi c sc mnh rt ln trn th trng. Nu thit lp c quan

h tt vi cc t chc ny, cng ty c th d dng t c mc tiu kinh doanh ca mnh, phn phi hng ho tt hn trn th trng. - Cc cng ty chuyn t chc lu thng hng ho: cng ty vn ti, cng ty kho bi Nu c mt h thng vn ti tt, hng ho s n khch hng vi cht lng tt nht, ngc li nu h thng vn ti km, s lm tng t l hng hc do vn chuyn, mt uy tn ca cng ty. - Cc t chc cung ng dch v marketing: cc cng ty t vn marketing, nghin cu marketing, cc t chc phng tin qung co (bo ch, i truyn hnh) - Cc t chc ti chnh tn dng: cc ngn hng, t chc tn dng, cng ty bo him. Doanh nghip phi cn nhc t t chc hay mua dch v ca cc cng ty mi gii. Nu mua ngoi th cn to quan h tt vi cc t chc ny nhm to mi trng kinh doanh tt cho cng ty. 1.1.3. i th cnh tranh - i th cnh tranh mong mun: l cc i th cnh tranh tho mn cc nhu cu khc nhau nhng cng chia s ngn chia ngn sch ngi tiu dng. - i th cnh l nhng loi hng ho khc nhau, cng tho mn mt nhu cu, mong mun c th. - i th cnh tranh l nhng kiu hng ho khc nhau trong cng mt ngnh hng, loi hng. - i th cnh tranh l nhng kiu hng ho khc nhau cng tho mn mt nhu cu, mong mun c th nh nhau nhng c nhn hiu khc nhau. Nh vy, cc nh qun tr marketing cn phi nhn din y c 4 loi i th cnh tranh trn, ng thi phn tch nhng thay i trong quyt nh mua hng ca khch hng lin quan n s thay i trong cc quyt nh marketing ca i th cnh tranh. 1.1.4.Cng chng trc tip Cng chng trc tip bao gm:

-Gii ti chnh: Cc ngn hng, cc cng ty u t ti chnhGii ny c nh hng trc tip ti kh nng m bo ngun vn ca cng ty. -Cc phng tin thng tin i chng: bo ch, i pht thanh, i truyn hnh Nhm ny s a thng tin c li hoc bt li v cng ty. -Cc c quan Nh Nc c kh nng tc ng ti cc hot ng marketing nh Cc v sinh an ton thc phm, B Ti nguyn v mi trng, B Vn ho thng tinTy theo chc nng, mi c quan c nh hng ti cc kha cnh khc nhau ca hot ng marketing ca doanh nghip. -Cc t chc qun chng cng l nhng lc lng thng xuyn tc ng n hot ng marketing ca cng ty, bao gm: t chc bo v ngi tiu dng, t chc bo v khch khng 1.1.5.Khch hng Mi loi doanh nghip c th c 5 loi khch hng. Ngi tiu dng: cc c nhn, h gia nh, nhm ngi mua hng ho phc v cc nhu cu c nhn. Cc nh sn xut: l cc t chc kinh t, doanh nghip mua hng ha hoc dch v ca cng ty sn xut. Cc trung gian thng mi: l cc t chc, c nhn mua hng ho, dch v ca cng ty bn li kim li. Cc c quan Nh Nc: mua hng ho, dch v phc v cho tiu dng chung nh cc bnh vin, trng hc,cc t chc nhn o, cc t chc ti tr Khch hng quc t: l nhng khch hng nc ngoi, c th l ngi tiu dng, nh bn bun trung gian, nh sn xut, cc c quan sn xut Nh nc Mi loi khch hng c hnh vi mua sm khc nhau. Do , tc ng ca khch hng ti cc hot ng marketing ca doanh nghip khng ging nhau. Doanh nghip phi nghin cu k tng loi khch hng v a ra cc chnh sch marketing ph hp nht. 2.Tc ng ca mi trng v m ti hot ng marketing 7

2.1.Nhn khu Qui m v tc tng dn s l kha cnh quan trng tc ng ti qui m nhu cu. Thng thng, qui m ca mt vng, mt khu vc, mt quc gia cng ln th bo hiu mt qui m th trng cng ln. Bt k cng ty no, k c cc cng ty sn xut t liu sn xut hay tiu dng u b hp dn bi th trng c qui m dn s ln. Tc tng dn s l qui m dn s c xem xt trng thi ng. Dn s tng nhanh, chm hay gim st l ch s bo hiu trin vng tng ng ca qui m th trng trong tng lai. Tuy nhin, tu mt hng c th, tng quan v qui m v mc hp dn ca th trng khng phi bao gi cng n khp tuyt i. C cu dn s c tc ng rt ln n nhu cu ca cc hng ho, dch v c th v n c tnh ca cu. Nhng tham s in hnh ca c cu dn s thng c cc nh qun tr marketing quan tm, c bit l trong lnh vc hng tiu dng l: gii tnh v tui tc. S thay i ca c cu gii tnh v tui c th to c hi chi nhm hng ny, gy kh khn cho cc nhm hng khc. Tnh trng hn nhn, gia nh cng l mt nhn t ng ch ti nhiu quyt nh marketing. Cc kha cnh lin quan n gia nh nh: tui kt hn, tui sinh con u lng, qui m gia nh (c thn hay l gia nh ch c 2 v chng hay gia nh c 2 th h, 3 th h cng chung sng), s lng gia nh, s con c sinh ca mt gia nhu nh hng ti qui m, xu hng mua sm. Tc th ho: tc th ho cng nhanh qui m, s lng mua sm, cht lng khch hng yu cu vi hng ho,dch v cng tng. 2.2.Kinh t Cc nh qun tr cn phi bit nh gi tnh trng nn kinh t trong thi gian trc mt v lu di. iu ny c bit ng khi lp k hoch marketing quc t. Cc yu t kinh t nh: t l li sut ca cc nhn hng, t l lm pht v tht nghip, thu nhp ca ngi dn ( trin vng GDP di hn tnh trn u ngi, mc tin lng ti thiu) u tc ng ti hot ng marketing. 2.3.T nhin 8

Nhng bin i ca mi trng t nhin ngy cng c th gii quan tm. Tuy mc cn thit khc nhau, nhng khng ngnh kinh doanh no khng chu s tc ng ca mi trng t nhin. Ti nguyn thin nhin c loi ti sinh, c loi khng th ti sinh. Tnh khan him ca cc loi hng ho l nguy c u tin m cc doanh nghip v cc nh qun tr marketing phi quan tm. Loi ti nguyn no cng khan him th nguy c i vi cc nh kinh doanh cng ln, thng qua gi nguyn liu, nng lng Hin tng mi trng b nhim ngy cng nghim trng l ch c nhiu gii quan tm. Ngi tiu dng, cc t chc ngy cng quan tm n nhng sn phm thn thin vi mi trng. 2.4.Khoa hc k thut Khoa hc k thut l yu t cc k quan trng i vi li th cnh tranh ca mt doanh nghip, n l ng lc chnh trong ton cu ho. Khoa hc k thut cho php cc sn phm v dch v c sn xut vi gi r hn v tiu chun cht lng cao, cung cp cho ngi tiu dng v doanh nghip cc sn phm, dch v mi hn nh hot ng ngn hng trc tuyn, in thoi di ng th h mi...,thay i vic phn phi sn phm v d nh bn sch, v my bay hoc u gi qua mng Internet Nhng bin i ang din ra trong mi trng khoa hc k thut i hi cc chuyn gia marketing t vn cho lnh o cc doanh nghip hp tc vi cc vin, chuyn gia k thut, ng thi phi hng k s cc cng ty nghin cu theo quan im th trng -khch hng, trnh lng ph cc ngun lc. 2.5.Chnh tr Chnh tr nh hng ln ti nhng quy nh ca php lut trong kinh doanh v sc mua ca khch hng qua nh hng ti cc doanh nghip. Mc n nh ca mi trng chnh tr, chnh sch ca Chnh ph nh hng ti h thng php lut v cc quy nh v hot ng kinh doanh v thu, nhng nh gi, nhn nhn v vn ho v tn gio ca Chnh ph, s tham gia cc hip nh thng mi nh EU, NAFTA, ASEAN, WTO hay nhng hip nh khc u l nhng nhn t nh hng ti hot ng marketing m cc nh qun tr marketing cn phi quan tm. 2.6.Vn ho 9

Ti mi nc mc nh hng ti hot ng kinh doanh ca cc yu t vn ho v x hi cng khc nhau. nh hng ca vn ho ti quyt nh marketing rt a dng, nhiu chiu: tn gio chnh trong nc, quan im ca ngi dn i vi cc sn phm v dch v ngoi nhp, nh hng ngn ng c ti mc ph bin sn phm trn th trng, vai tr ca n gii v nam gii trong x hi, tui th trung bnh ca dn s, quan im ngi dn v vn bo v mi trng Nn vn ho: l nhng chun mc gi tr phn nh bn sc vn ho ca mt t nc, dn tc. Nhng chun mc gi tr ny rt bn vng v c lu gi mt cch trung thnh qua thi gian v hon cnh. Nhnh vn ho:l nhng chun mc gi tr c mt nhm, mt b phn ngi do c hon cnh sng ging nhau nn c quan nim ging nhau. So vi nhng chun mc gi tr gn vi nn vn ho, chun mc gi tr do cc nhnh vn ho to ra c th bin i theo thi gian v hon cnh. S bin i vn ho: trong qu trnh giao lu, hi nhp gia cc nn vn ho mt s chun mc vn ho c th thay i nhanh theo tng tnh hung v iu c th to ra c hi marketing rt ln.

Chng II nh hng ca mi trng marketing ti tp on Mattel

I.Gii thiu doanh nghip Tt c bt u khi Ruth Handler (ngi ph n sng lp cng ty Mattel) c con gi chi tr gia nh vi nhng con bp b giy. B nhn ra rng nhng con bp b hin c ti thi im y u l bp b em b. Nhng g mt b gi cn chnh l mt con bp b c th lm cho b c cm hng ngh v sau l ngi m b mun tr thnh. V nm 1945, hai v chng Elliot v Ruth Handler lp cng ty Mattel Creations California sn xut chi tr em. Nhng phi n 14 nm sau, vo ngy 9

10

thng 3 nm 1959 trong Hi ch American Toy Fair ti NewYork, bp b Barbie - t theo tn con gi Barbara ca gia nh Handler mi c trng by ln u tin. Khi , h cn cha th ng c rng ch sau 20 nm cng ty ny vn ln tr thnh hng dn u trn th trng chi tr em. n nay, sau 50 nm xut hin trn th trng, Barbie khng ch l mt th chi thng thng m cn l mt trong nhng biu tng vn ha thi i tn ti trong tng tng (ng v tr th 43), sau "ng gi Noel", hay "chut Mickey", "c b L Lem"..., l chi dnh cho cc b gi bn chy nht th gii. Nm 1999, tp on Mattel thnh lp nn mt chi nhnh mi cho khu vc Chu - Thi Bnh Dng ti Melbourne, c, gip Mattel m rng h thng phn phi ca mnh ti Chu , ni tp trung 57% tr em th gii. . T nm 1987 n 1999, doanh thu t bp b Barbie ln n 2 t USD, tng gp bn ln. Ch ring c, mi b gi s hu trung bnh khong 7 bp b Barbie, khng thua g M. Tnh n nm 2005, Barbie c mt 140 quc gia, 95% tr em trong tui t 311 c s hu Barbie, c bit c mi giy li c 2 bp b Barbie c mua. Tnh n nm 2008, Barbie c mt ti 150 nc, Barbie tip tc thng tr th gii bp b dnh cho b gi. Kho st cho thy 72% b gi Puerto Rico hin s hu Barbie trong khi t l trn ti c l 49%. Ti nhiu nc Chu u trong c Php, , Ty Ban Nha, c, Barbie l thng hiu bp b s mt. Thng 1 1-2008, siu th "thi trang Barbie" u tin th gii m ca Buenos Aires (Argentina), ni ngi ta bn qun o theo thit k Barbie; v cc em gi c lm u v trang im theo phong cch Barbie. Ti Thng Hi, Ngi nh Barbie tr gi 43 triu USD cng va khnh thnh vo thng 2-2009 (gm vin bo tng, spa, ca hng thi trang Barbie...). Tng cng, doanh s bn quyn Barbie ln n 1,5 t usd/nm... (Ngun Superbrand - c su tm bi LANTABRAND) Khng ch l mt bp b chi dnh cho b gi, Barbie tr thnh biu tng thi trang ca th gii (Worldwide Fashion Icon), Cng cha ng i (POP Culture Princess) v tr thnh mt nhn hiu ln mnh trn ton cu (Global brand Powerhouse). II.Thc trng, nh hng ca mi trng vi m v v m ti chnh sch marketing ca tp on Mattel 11

1.Tc ng ca mi trng vi m ti hot ng marketing. 1.1.Cc lc lng bn trong tp on. iu quan trng trc ht l ti Mattel, tt c cc nhn vin cha bao gi xem Barbie ch n gin l mt sn phm hay mt bp b v tri, v ngay c hng triu nhng b gi khp ni cng vy. i vi mi ngi, Barbie l mt c b tht s. Trit l ny tht s c th hin qua tt c mi nhn vin ca hng Mattel, v trong mi hot ng t thit k, ci tin sn phm cho n tip th. y l mt trong nhng l do lm cho hnh tng Barbie c th sng mi cho n ngy nay. Hnh nh Barbie lun lun c ci tin nhng c tnh ca Barbie khng h thay i: vui v, thn thin, xinh p, t tin v m mng. Mattel thm ch dng ln mt "gia ph" cho nng ."Tn y l Bathara Millicent Roberts, Barbie c gia nh v nhiu bn thn, trong c anh b bnh trai Ken. "Em gi" Barbie l Skipper ( tung ra nm 1964 ), hai a em sinh i Tutti v Todd (1966), ri Stacie (1992), Kelly (1995) v b Krissy (1999). Barbie bt u "h hn" vi Ken t nm 1961. Bn thn Barbie gm nhiu sc tc-mu da trong c Teresa (Ty Ban Nha), Christie v Steven (M da mu) v c c b thiu s Kayla. Qua nm thng, ngoi hnh Barbie cng c thay i theo dng thi i. Nm 1980, Barbie ln u tin tr thnh c gi da mu. Trc , nhn s kin Valentina Tereshkova tr thnh n phi hnh gia u tin trn th gii, Barbie cng c i ngh lm nh du hnh v tr... Theo "h s l lch", Barbie hc ti Trung hc Willows (bang Wisconsin) v Trung hc quc t Manhattan (New York City). Barbie c 38 vt cng, gm ch, mo, nga, s t con, nga vn, gu trc... C bng li xe ng hong, Barbie dng ton xe mui trn mu hng. Nng cng c bng li my bay v thm ch iu hnh vi hng hng khng thng mi trong thi gian ngh php ca ngh tip vin hng khng. Ngy 12-2-2004, ch vi ngy trc l Tnh yu, Mattel tuyn b Barbie v Ken chia tay sau 43 nm h hn. Anh b mi l Blaine, mt tay lt vn Sydney (c) mi dn n Califonia. Ngy 12-8-2004, Barbie "tuyn b" tranh c tng thng, vi t cch thnh 1 vin "ng Qu c". Barbie hin tham gia D n Nh trng, mt t chc quc gia nguyn phc v v ng h s

12

lnh o ca ph n cp tin... Vi chi tit k trn lin quan n chin dch tip th (thng qua hnh thc nhn cch ha Barbie) cho thy b quyt thnh cng ca Mattel. gi vng hnh nh ngi sao ca Barbie, c cng ty phi ra khng t sc lc. Nhng b qun o v trang sc u tin do Sharlott Jonhson to ra c in trong nhng tp qung co pht min ph trong cc siu th. Nhng sau , lnh o cng ty quyt nh mi th ca bp b Barbie phi c lm y nh ca con ngi.Th l tp on Mattel quyt nh mi nhng nh mt hng u nh Dior, Versace, Givenchy, Dolce & Gabana, Vera Wang, Anna Sui, Calvin Klein v Gucci. thit k ring nhng b cnh hng hiucho Barbie. Sau t lu, chnh cc hng ny li t ra say m vic lm p cho bp b, v ngi ta khoc cho Barbie nhng th qun o v trang sc m cc b gi v cha m chng thm ch khng dm m c. Barbie c yu thch do n lun c i mi hng nm. Di tin phi gi nguyn dung mo ca Barbie, nh my chi Mattel tp trung i mi phn trang phc. Trong 50 nm qua c hn 1 t Barbie c bn ra. Barbie hin c mt trong cc ca hiu ti 150 nc, c 800 doanh nghip khc nhau tham gia sn xut. Ch ring vic to mu cho Barbie hin c 50 nh thit k thi trang v 12 nh thit k mu tc m trch. T khi ra i n nay, hn 1 t b qun o khc nhau c lm ra cho Barbie v bn b ca Barbie. Barbie lm khong trn di 100 ngh: vn ng vin Olympic, th ln, bc s nhi khoa, gio vin aerobics, nh du hnh v tr, ngi sao nhc rock, nh sn xut phim, gim c iu hnh v c ng vin tng thng.Tt nhin, c n hng trm b phn o ph hp vi nhng ngh . Barbie c hn 1 t i giy v c mi nm, t qun o ca c nng li c thm khong 100 b qun o mi. i ng thit k v ci tin sn phm ti Mattel dnh ra rt nhiu thi gian tm ng vo th gii m mng ca cc c b. Trong thi i cng ngh thng tin pht trin, cng vi s xm nhp ca truyn hnh v in nh, ngy cng c nhiu b gi ngi chng cm m mng v nhng vin cnh tng lai. Do , Barbie tr thnh ngi bn tm giao ng tin cy cc c b th l nhng c m ca mnh. Ngoi ra, Mattel lun gim st th trng bng d liu thu thp c t cc cng ty nghin cu th trng m h thu kho st trong c d liu lin quan doanh s, xu

13

hng, thng tin nhm tui cc cuc phng vn trong siu th... C th mt chuyn gia tm l Mattel c th ch huy nhm 30 ngi thc hin phng vn 100.000 em/nm, v loi thc n a thch, loi nhc, chng trnh truyn hnh, thi gian s dng my tnh... Phng vin Eric Clark (The Telegraph) cho bit nhm nghin cu Mattel thm ch n tng nh khch hng trn khp th gii v n v tr t Barbie: ging hoc nm trn sn cnh ng qun o bp b (nu trn ging th l biu th ca tnh yu bp b; cn sn th cho thy b thch a v "tm s" vi bp b). Nhm thit k Barbie cn quay phim cc bui tic sinh nht kho st tm l cc b gi... 1.2.Cc lc lng bn ngoi cng ty 1.2.1.Nhng t chc c nhn cung ng cc yu t sn xut Tp on Mattel quyt nh chn Trung Quc l ni sn xut phn ln cc mt hng chi ca hng ny cung cp cho th trng M, Chu u v c Chu do u th l gi nhn cng, gi c cc nguyn liu u vo nh nguyn nhin liu, nh xng v my mc r hn rt nhiu so vi M v cc nc Chu u. 1.1.2.Nhng t chc dch v mi gii marketing Cc t chc mi gii thng mi Nm 2007, mt siu th chuyn bn dng cho Barbie u tin trn th gii v cng l mt vin bo tng v Barbie khai trng ti Buenos Aires, th ca Argentina. Xe hi Barbie, qun o Barbie, trang sc Barbie v bp b Barbie, ti siu th Barbie thm phc mi ko cao su. Ti thnh ph Buenos Aires ny, ngoi vic bn chi, ni y cn l mt thm m vin. Cc c gi tui t 3 n 12 c th n y ct tc, trang im v ct mng tay bin cc em thnh nhn vt Barbie c yu thch. V trong khi cc a tr ang bn rn, th cc bc ph huynh c th gi cc em y v tm cht thoi mi trong phng tr ca trung tm. Siu th Barbie cn cung cp mt lu i cc tr chi, cc b trang phc, cc b trang im v c sn catwalk cho ring nhng ngi mu t hon, ni ch dnh cho cc ba tic sinh nht tui hc tr. Nh sn xut Barbie l Mattel ang theo di rt st s thnh cng ca siu th ny v c th s m thm mt s siu th tng t nhng thnh ph khc, y mnh thng hiu Barbie vn ang phi cnh tranh vi mt s i th mi nh bp b Bratz kh ni ting. 14

Nm 2009, danh ting ngy cng gia tng t nc ng dn nht th gii khin Mattel Inc. cng ty sng to ra Barbie m gian hng chnh Thng Hi. L do m tp on ny a ra l: Chng ti chn Thng Hi m gian hng chnh ca Barbie bi thnh ph ny tng trng cho thi trang, vn ha v ngh thut. Theo barbieshanghai.com, website chnh thc ca gian hng th ta nh gm 6 tng ca Barbie Thng Hi l chi nhnh ln nht ca thng hiu bp b ny trn th gii. C din tch hn 3.500 m 2 , gian hng ny c khong 1.600 loi bp b Barbie v hn 40 loi sn phm lin quan, trong c bp b, qun o, sch, phim, m phm, cc sn phm in t v dng vn phng. Phn bt mt nht ca gian hng ny l chic cu thang quay t tng ba ln tng nm m xung quanh n l 875 bp b Barbie, trong l cc b su tp thi trang Barbie trong 50 nm qua, nh phong cch Marilyn Monroe c tung ra t nm 1997 v Elizabeth Taylor nm 1999. Life Style, mt trong nhng t bo thi trang hng u Bc Kinh, a tin bp b Barbie hin c by bn hn 200 thnh ph ca Trung Quc v lng tiu th ca n vn tng mnh mc d th gii ang trong tnh trng khng hong kinh t. Ngoi nhng bin php tip th truyn thng, Barbie Thng Hi s th p dng mt s hnh thc mi nh thit lp mt trung tm thit k qua khch hng c th t to cho mnh nhng bp b ng yu v sau mang v nh. Trn tng nm ca gian hng trng by bp b, ni cc b gi c th tham gia vo cc mn trnh din thi trang cng cha m mnh. Mc cc trang phc ca Barbie v chp nh, cc b c c cm gic mnh l ngi mu thi trang. Nhng ngi su tm cn c th s hu nhng bp b Barbie c thit k c bit cho th trng Thng Hi v ch c bn gian hng ny. Mattel vi thng hiu bp b Barbie l th gii gii o gn y nht ph v nhng quy lut thng thng trong hot ng bn l. Ma xun nm 2008, Mattel cho ra mt th gii o BarbieGirls.com, c kt hp vi mt MP3 player Barbie. c thit k bi Studiocom, mt cng ty truyn thng k thut s, trang web ny c n 4 triu ngi s dng ch sau vi thng k t thi im ra mt vo nm 2007. Hng Mattel (cha ca bp b Barbie) cng tc vi hng m phm ni ting M.A.C cho ra i nhng sn phm dnh cho phi p. S hp tc vi Barbie

15

gip M.A.C c b su tp m phm ni ting nht t trc n nay v em li 9 triu USD ch tnh ring ti Bc M. Ngoi ra, Mattel, nh sn xut bp b Barbie, tp trung vo vic lng-x mt dy chuyn qun o, ph trang v nc hoa ca Barbie dnh cho ph n. Barbie dng nh ph v ci khun nha ca mnh v tr thnh mt con ngi bng xng bng tht. t nht th cng l iu m nh sn xut chi Mattel hy vng s xy ra khi cng ty gii thiu mt dy chuyn qun o v ph trang theo kiu Barbie dnh cho ph n vo cui nm 2004. Nh sn xut chi s mt ny trin lm nhn hiu qun o Barbie mi gm c nhng chic s mi kiu c in, nhng chic vy dnh cho tic cocktail, giy v o khoc vo thng 6 nm 2004 trong khu trin lm International Licensing, New York. Theo Richard Dickson, ph gim c ca Mattel ph trch v cc mt hng tiu dng ton cu, th b su tp y phc sang trng kiu Barbie dnh cho ph n khi u vo ma xun 2003 Nht Bn trn sang cc ca hng ti M vo u ma thu nm 2004. Dickson cho bit: Chng ti c khong 16 gian hng ring Nht Bn ch bn qun o kiu Barbie dnh cho phu n v chng ti hy vng s m rng thnh hn 20 ca hng vo u nm 2005. Tuy nhin, Mattel t ra thn trng hn trn th trng M v s khng a ton b b su tp qun o Barbie sang y. Theo Dickson: Chng ti ch la chn mt s mt hng trong dy chuyn sang M m thi. nh hng ca mt hng Barbie ti M mang tnh nhy cm cao, m chng ti th mun lm ng tng bc mt ngay t u. Chng ti mun dn dn hnh thnh cho qun o Barbie mt v th nh biu tng thi trang ch khng ch l mt khi nim ho nhong. Mattel gii thiu nhng chic o smi c in c ly tng t Barbie 1959 vi gi t $40 - $60 dy chuyn ca hng cht lng cao Nordstrom. Hon ton c lp vi chin dch ny, b su tp qun o mang tn With Love, Barbie dnh cho thiu n cng c mt trong cc ca hng thi trang. Nhng trang phc ny c thc s c gi cm hng t nhng g Barbie mc hay khng? Dickson khng nh iu ny: Bn thn Barbie lun l mt biu tng thi trang v v vy to ra thi trang manh nhn hiu Barbie l iu hon ton lgc. Tng t nh vy, nc hoa mang tn Barbie Barbie Eau de Toilette c gii thiu vo cui nm 2004 v m phm Barbie ang c a vo sn xut. 16

Nh vy l Mattel ang tm cch pht trin mt cch chin lc mt hng ny cng cc loi sn phm khc dnh cho phi p, c v nh vin cnh thnh cng ang nm trong tm tay vi ca tp on . (Theo CNN/Money.com) 1.1.3. i th cnh tranh Bp b xinh p ny ra i nm 1959, hin vn l mt trong nhng mn hng bn chy nht th gii. Tuy nhin trong ba nm tr li y, Barbie ang rt doanh thu (gim 13% nm 2005-theoBBC news) v b bp b thi trang Bratz hng u Anh cnh tranh khc lit. Be-Bratz, mt i th cnh tranh ng gm ca Barbie theo bc chn ca Barbie bng vic cho ra mt Be-Bratz.com. Cc b gi v m chng c th mua Be- Bratz ti ca hng bn l a phng v ng k tham gia vo th gii o vi mt USB c hnh dng l mt dy chuyn rc r c nh km vi sn phm. Bn cnh bp b v dy eo, mt con chut v tp giy, ming lt con chut, con th nh ny vi b sn phm trn gi c gi 29,9$. D nhin, c nhiu chn la trong trang web v nhiu hot ng shopping o (Brandchannel.com) Bp b s sinh Baby Born do hng Zapf Creation sn xut tr nn ni ting trn th gii bi n bit khc, bit ung sa, ung nc, n cho t bng mung, bit t ra t Cc c b khi chi vi Baby Born u c cm gic nh chng ang l nhng b m thc th. Zapf Creation bit nm bt tm l c chm sc em b ca cc b gi cho ra i loi bp b ny. V ng nhin, li nhun m hng ny thu c t sn phm Baby Born l khng h nh. Ti Matxcva, bp b Baby Born c gi 1700 rp (60 la), trong khi , mt chic pijama dnh cho n c gi 1000 rp (35 la), v xe ni c gi 3000 rp (107 la). Ngoi ra, cn c Fulla - bp b mc vy v mang khn theo truyn thng Hi gio h gc Barbie tr thnh bp b c cc b gi Ai Cp a thch nht. Nhiu bc cha m khng mun mua Barbie chn Fulla dnh tng cho con gi h.Cc nh sng lp bp b Fulla tung ra th trng sn phm ny t nm 2003. Fulla khng ch c a chung Ai Cp m lan ra c Trung ng. "Bn phi to ra mt nhn cch m cc bc ph huynh mong i con gi h", ngi chu trch nhim pht trin nhn hiu Fulla, Fawaz Abidin cho bit. "C bp b ny rt trung thc, ng yu, bit quan tm ngi khc v c bit l knh trng cha m". Fulla vn cn c thn, cc nh sng to

17

khng c nh tm cho c mt ngi yu. Tuy nhin, h ln k hoch cho ra bc s Fulla v c gio Fulla, hai ngh rt c knh trng i vi phi n Hi gio. T qun o ca bp b Fulla cng c b sung theo hng hin i ha. C c qun jeans v nhiu khn trm a mu sc. "Fulla c yu thch v c gn gi vi ngi Hi gio ca chng ti hn. C y cng chng bao gi h chn tay ra c", ch mt ca hng Cairo cho bit. (theo BBC) Ti Trung Quc, nm 2001, ngi ph n M gc Hoa c tn l Cn V Ty tung ra sn phm bp b mang tn mnh vi ln da vng, tc v mt en. Cn V Ty l mt ngi dn chng trnh truyn hnh ni ting c v nh Oprah Winfrey ca chu . i mt vi cn st Barbie ngy cng nng, nhiu ngi khng khi lo lng v sc nh hng ang gia tng ca v p phng Ty ti tr em nc ny, c th hiu v cch sng. Nhiu ngi cho rng tr em Trung Quc nn c nhng loi bp b thn tng mang ngoi hnh c trng Trung Quc. Th nhng, sau nhiu nm c mt trn th trng danh ting ca bp b Cn V Ty vn khng th cnh tranh c vi i th phng Ty l Barbie. D l ngi phng ng hay phng Ty th nhiu bc cha m Trung Quc vn tin rng, nu cc sn phm bp b mang li hnh phc, nim vui n cho con ci h th u c n nhn nhit tnh cho d chng mang mu da g. 1.1.4.Cng chng trc tip Ban u, trong nghin cu th trng ca Mattel c ch ra rng nhiu bc ph huynh khng ng vi vic Barbie c vng 1 qu to nh th. Hng Mattel phi nghim tc suy ngh v bn bc v gp ny ca khch hng. Ri mt thi gian sau, ngi ta thay i cho con ngi mt ca Barbie nhn thng thn thin ch khng lic ngang quyn r na. Gn y nht, khi cc nh khoa hc, cc bc s dinh dng ku than rng thn hnh l tng siu thc ca Barbie lm cc c gi tui teen mc cm v thn hnh ca mnh, cc nh thit k Barbie li phi lm cho vng eo ca Barbie ln ra mt cht. Nh th, trng thn hnh ca Barbie s hp l hn v cc bn n s t tin hn v vng 2 ca mnh.

18

Sau v buc phi thu hi sn phm v lp v bp b Barbie cha hm lng ch qu cao, gy nh hng n sc kho, Mattel nhanh chng cng khai v v thu hi hng ny. Tp on chn cch s dng nhng banner qung co mu ni bt trn cc trang web c lng truy cp cao nh Yahoo.com gi thng ip ti nhng ngi mua cc sn phm b nh hng v hng h quay v website ca cng ty Mattel c thm thng tin v v thu hi ny. Bng cch ny, ngi tiu dng c th ch ng gii quyt vn thay v ko nhau n cc quy dch v khch hng ti cc ca hng ca Mattel hi v s vic ny, gy n tc ti y. Tt c mi sn phm c li ca Mattel u c m t r rng vi nhng hng dn k cng v cch thc hon tr cc sn phm c li (bao gm c form ng k gi tr hng v form gi hng qua cc phng tin vn chuyn). iu ny ch ra rng cng ty c mt k hoch i ph vi tnh hung bt ng c xy dng rt tt. Mattel nh hng mt chin dch qung co v xc tin thng mi tip theo xy dng li v tr thng hiu ca cng ty. Ngi tiu dng c thuyt phc rng Mattel hc c mt bi hc i v n l ti lp li nhng tiu chun cao nht i vi cht lng v thit k sn phm. 1.1.5.Khch hng i vi cc i tng khch hng khc nhau, tp on Barbie tung ra cc sn phm khc nhau, ph hp vi s thch, th hiu, v ngn sch ca ngi tiu dng. Dng sn phm "thn tin" dnh cho cc b nh vi cc bp b Barbie cng cha, l cc nhn vt trong cc cu chuyn c tch i km v bn cnh l cc chng hong t, cc nhn vt bn ca bp b Barbie... Nm 2009, nng cng cha tc di Barbie Rapuzel xinh p l bp b c cc b yu thch nht v s thng minh, lng can m v tnh yu cao p gip nng chin thng b ph thy c c. Dng sn phm "life style" vi cc bp b Barbie n mc hp thi trang, t qun o ca Barbie c thit k bi Christian Dior, Bob Mackie, Nolan Miller, Vera Wang, Byron Lars v rt nhiu nh thit k tn tui khc trn th gii. Dng sn phm gia nh ca Barbie vi thng ip " I can be..." th hin c m ca cc b gi, gip cc b c gng nhiu hn tr thnh nhng hnh tng m

19

cc b mong mun trong tng lai vi cc Barbie bc s, k s, phi hnh gia, k s, vn ng vin, cu th bng chy, n doanh nhn, ng c vin tng thng... Dng sn phm bp b Barbie su tp ca ngi ln vi cc bp b Barbie ly cm hng t cc nhn vt trong phim, cc ngh s ni ting, hoa hu cc nc.. nh Marylin Monroe, Rita Hayworth, Audrey Hepburn, Angelina Jolie v thng th dng sn phm ny gi c kh t v trn th gii thng c cc cuc u gi cho cc bp b Barbie ny. 2.Tc ng ca mi trng v m ti hot ng marketing 2.1.Nhn khu Ngy nay, ti nhng nc pht trin nh M, Chu u, Nht, Ngaxu hng sinh t con ang gia tng, thm ch ti mt s nc khc nh Trung Quc, Vit Nam xu hng ny cng ang xut hin, nht l thnh th. iu ny tng chng s gy tc ng tiu cc ti doanh thu cc mt hng dnh cho tr em nhng ngc li, hng ngy ngi ln qu bn bu vi cng vic ca mnh nn h sn sng mua cho con gi mnh mt c bp b bu bn. Xu hng ny cng khin cho a con c chiu hn, l mt c hi tt cho sn phm chi cho tr em ni chung v bp b Barbie ni ring pht trin. Theo kho st, tnh n nm2005, c mi giy li c 2 bp b Barbie c mua. 95% tr em trong tui t 3-11 c s hu Barbie.V Ch ring c, mi b gi s hu trung bnh khong 7 bp b Barbie, khng thua g M. Tnh n nm 2008, Barbie c mt ti 150 nc, Barbie tip tc thng tr th gii bp b dnh cho b gi. Kho st cho thy 72% b gi Puerto Rico hin s hu Barbie trong khi t l trn ti c l 49%. Ti nhiu nc Chu u trong c Php, , Ty Ban Nha, c, Barbie l thng hiu bp b s mt. Thng 11-2008, siu th "thi trang Barbie" u tin th gii m ca Buenos Aires (Argentina), ni ngi ta bn qun o theo thit k Barbie; v cc em gi c lm u v trang im theo phong cch Barbie. Ti Thng Hi, Ngi nh Barbie tr gi 43 triu USD cng va khnh thnh vo thng 2-2009. Nm 1999, bui vui chi hi h c t chc khp ni k nim sinh nht ln th 40 ca Barbie. Vi ch Little Girls Need Big Dreams. Celebrating 40 Years 20

with Barbie (tm dch: Nhng c m ln dnh cho cc b gi. K nim 40 nm ngy sinh Barbie) bao gm nhng hot ng quan h cng ng (PR) v nhiu chng trnh c bit khc. Mt trong nhng hot ng ni bt trong nm k nim ny chnh l chng trnh Giao lu vi cc ph n thnh t, nhng ngi tiu biu trong cc ngnh ngh khc nhau s tham gia chia s kinh nghim v c m vi cc c b. Ti Vit Nam, nhn dp k nim 50 nm Bp b Barbie, cng ty Phng Nga - nh phn phi chnh thc bp b Barbie ti Vit Nam t chc nhiu hot ng phong ph dnh cho cc b vi mong mun khng ch a bp b Barbie chnh hng vi gi mm n tay cc b, m cn gip cc b xy dng nn tnh bn p, to nhng nim vui v hnh thnh dn phong cch n mc p.

Chng trnh Gi vui ca b ti hn 100 trng mm non v tiu hc vi cc hot ng phong ph nh din kch, tng qu, vui chi cng cc b... Chng trnh Barbie Collector ti Thng x Tax bt u t ngy 25/04/2009 n 03/05/2009. n y, cc b s c tham gia lm tc, trang im, mc trang phc Barbie v chp hnh ti Barbie Studio (mua 499.000 c chp hnh min ph); chim ngng b su tp Barbie Collector ca nhng nh su tp ti Vit Nam; xem chng trnh biu din thi trang Barbie v c gim gi c bit khi mua hng.

2.2.Kinh t Ti Vit Nam, v thu nhp ca ngi dn cn hn ch, B Phm Th Phng Tho - Gim c Cng ty Phng Nga - nh phn phi chnh thc bp b Barbie ti Vit Nam cho bit, vi mong mun mi b gi u c mt bp b Barbie, cng ty rt n lc trong vic ct gim cc khon chi ph, m phn, thng lng vi cc i tc c th a ra mc gi thp nht l 89.000 cho mt bp b Barbie. Ngoi ra, thay v phi mua sn phm bp b Barbie Rapuzel vi gi 299.000 nhn c th mi tham d "Ngy hi nhng cng cha nh" - ngy k nim 50 nm Barbie ra i, th cc b ch cn mua sn phm Barbie vi gi 199.000 cng s nhn c th mi, nhm to iu kin cho tt c cc b u n c vi ngy hi. 2.3.T nhin 21

L tp on sn xut chi cho tr em ln nht th gii, hng nm cho ra i hng trm nghn bp b v v s ph kin khc nhau nhng cc nh my ca Mattel chp hnh cc qui nh bo v mi trng, cc cht thi u c x l trc khi thi ra mi trng. Gp phn bo v mi trng cng l mt trong nhng cch to dng c hnh nh p ca tp on vi ngi tiu dng. Nm 1998, cng ty Mattel tuyn b cam kt ct gim s dng phthalate sn xut chi bng nha cho tr em di 3 tui. Thng 12/1999, Mattel thng bo tp hp c mt tp on cc nh pht trin nguyn liu mi nht v cc nh t vn trn th gii xc nh cc nguyn liu c chit sut t cc ngun hu c v ngun ti to ng thi vn m bo an ton v tnh nguyn vn v cu trc i vi cc sn phm ca cng ty. 2.4.Khoa hc k thut S pht trin ca khoa hc k thut to ra nhiu loi vt liu mi. Nu trc y, vt liu sn xut Barbie ch l nha PVC gin, mu sc da thiu t nhin, nhng ngy nay, cng s pht trin ca cc loi nha mi, Barbie c sn xut ra vi cht liu mm mi hn, ging tht hn v thm ch c th c ng c chn tay. Ch to tinh xo, s dng vt liu ho hng khin Barbie cng tr nn c bit qu gi. S ch tiu chun an ton v v sinh, khin con ng tiu th Barbie ngy cng c m rng. Cng vi s pht trin ca khoa hc k thut v s cnh tranh ngy cng quyt lit, th trng quc t ht sc ch trng ti tiu chun an ton, v sinh. Nh nm 1981, an Mch triu tp hi ngh chuyn ngnh, ra qui nh lin quan n tnh nng c hc, ha hc v tnh nng chy ca chi. Nc M cng qui nh bng vn bn 10 tiu chun an ton v sinh ca chi. Nh my Mattel nghim chnh chp hnh qui nh lin quan ch to Barbie, bo m sn phm p ng nhu cu ca th trng. (Theo 100 Thng Hiu To Dng Thnh Cng) 2.5.Chnh tr y cng l mt yu t quan trng nh hng n hot ng marketing ca cng ty. Nhng Disney, LEGO hay Mattel vn l nhng tn tui uy tn trn th trng sn xut chi tr em, c cc t chc ngi tiu dng nh gi cao v h lun ch n vn o c kinh doanh. 22

Bn cnh , chnh tr cng l mt ngun cm hng to cho Barbie nhiu hnh nh mi. Ti ch quc t Nuremberg, thnh ph pha Nam nc c tun trc, cng ty sn xut chi Mattel Inc. trnh lng bp b Barbie mang hnh dng th tng Angela Merkel. Bp b Barbie Merkel c mi tc vng ngang vai, mc o vt en thanh lch, i giy thp. Pht ngn vin ca cng ty Mattel, Stephanie Weneger cho bit b Merkel l hnh mu l tng cho phi p trn ton th gii, tng trng cho nhng g chng ta cn vn ti. Bp b Barbie tham d hi ch vo hm khai mc v Weneger cho bit b rt hi lng vi hnh mu bp b thu nh ny, mc d khun mt v hnh dng ca Barbie khng hon ton ging vi con ngi tht ngoi i. D nh ca Mattle khng phi l to ra bn sao ca mt ai ging nh bo tng tng sp Madame Tussauds, m to ra bp b ny ch tn vinh b Merkel. y l mt phin bn bp b c bit, sn xut nhm k nim sinh nht ln th 50 ca Barbie nn khng bn ra v cng khng a vo sn xut hng lot. Cng ty ny cho bit h vn cha quyt nh s lm g vi bp b Barbie Merkel khi hi ch kt thc. B Angela Merkel, 54 tui s ti tranh c vo nm nay. B nm trong danh sch 100 ngi ph n quyn lc nht th gii trong ba nm lin tip do tp ch Forbes nm 2008 bnh chn. 2.6.Vn ho Bp b Barbie tha mn c gic m khc nhau ca cc i tng thiu nhi khc nhau. l l do ti sao Barbie lm hn 100 ngh. V c b bp b ny c th l ngi , Php, Nht, Hn Quc... Hnh nh Barbie cn lun c "cp nht, vi xu hng thi i. Chnh vic a dng ha mt dng sn phm l bi hc thnh cng na ca trit l kinh doanh Ruth Handler ni ring v ca tp on Mattel ni chung. Ngay t ln u ra mt ti mt hi ch New York, vi nt p ha trn ca nhng c o Hollywood ngy y nh Marylin Monroe, Rita Hayworth, Audrey Hepburn..., Barbie tr thnh ngi sao ca gii bp b. Trong sut 50 nm qua, Barbie l nim mong c ca bt k b gi no. Khng ch n gin l mt bp b, Barbie cn l thn tng ca thi trang v lin tc n u nhng tro lu mi nht ca gii tr. S thay i vai tr ca ngi ph 23

n thay i rt nhiu so vi trc y. Khi Tereshkova l ph n u tin chinh phc v tr (1963) th mt tun sau Barbie mc b phi cng v tr sng bc. C y tng tranh c Tng thng M vo nm 1992 v vn m c y a ra trong chin dch tranh c l quyn li ca cc b gi, u t cho gio dc v bo v ng vt. Barbie tng tham d Olympic vo nm 1975 v n nm 2000, c y li c mt ti u trng danh gi ny v nm , c l mt vn ng vin bi li. Barbie l c m ca cc b gi, gip cc c b t tin theo ui c m ca mnh, lm tt c cc ngh khc nhau. T khi cho i cho n nay, Barbie xut hin trong hnh dng hn 100 ngnh ngh khc nhau. Hi thp k 1960, khi Barbie trn sang chu u, Mattel thu cc nh to mt nc Anh lm qun o nm c nhm khch hng bnh dn hn. Sau ny Barbie ch yu vn bng si tng hp, v trang phc lch s cho cc qu b cng him dn, nhng ch cho qun b v t-shirt tr trung. Cc ph kin cng chuyn t t Rolls Royce xung Volkswagen Beetle, vt chi golf khng nhiu nh giy trt pa-tanh, cp ngoi giao c thay bng in thoi di ng... ph hp vi vn ho ca nhiu nc, tnh n 2005, Barbie c tn 49 quc tch. S bnh trng ca cng ty Mattel ra th trng th gii lm b sung thm vo t qun o ca Barbie b kimono Nht bn, b sary n , m lng ca c dn vng cc bctng cng l 49 b trang phc truyn thng ca cc dn tc khc nhau trn th gii. Mi y, 300 bp b Barbie Ty Tng va c trnh lng ti sn bay Gonggar Lhasa, th ph ca Ty Tng vi mi tc di tht bm c gn ph kin san h v bc th cng, c eo vng lm t san h hoc lam ngc v c trang tr thm ming ba Gawu trc ngc. III. nh gi C th xem Barbie l mt gic m hoa ca cc b gi, l mt ngi bn gn b vi tr em nhiu th h. Vi mt lc lng cc nh tht k chuyn nghip v i ng iu tra xu hng thi trang hng nm hng hu gip Barbie lun ti mi, tr trung, hin i, snh iu, hp dn khng ch cc b gi m c cc b m. Cch marketing chuyn nghip, linh hot trong thch ng vi cc mi trng marketing khc nhau gip Barbie vn l thng hiu chi s 1 dnh cho cc b gi, l sn phm

24

 chi bn chy nht mi thi i. Thng qua vic dnh c tnh cm ca cc b gi, Barbie to dng c mt gi tr thng hiu ni ting trn ton th gii. Th nhng, Barbie ang b cnh tranh gay gt bi rt nhiu bp b khc nh bp b Bratz ca Anh, bp b Fulla ca Ai CpDoanh s bn ra ca "Barbie" trong qu 4 nm 2008 gim ti 21%. Hin tng ny cng nm trong xu hng chung khi nn kinh th th gii ang lm vo tnh trng khng hong. y qu l tin ng bun i vi sinh nht ln th 50 ca "Barbie".

Chng III Gii php hon thin hot ng marketing ca tp on vi thay i ca mi trng marketing
Khi tp on buc phi thu hi sn phm ca mnh do nhng co buc v hm lng ch qu cao gy nh hng ti sc kho ca khch hng m phn ln l tr em, hng ng ra nhn trch nhim v mnh v xin li cng khai trc cng chng nhng n lc cha chy ti u c th thc hin cu vn danh ting thng hiu ca mt tp on. iu ny cn nng n hn nu l sn phm cho tr em v hn na, nu sn phm nguy him cho sc khe. Tng t nh Mattel, rt nhiu cng ty tr thnh nn nhn ca vic outsource (sn xut cc nhn hng c uy tn ca h ra nc ngoi) p ng nhu cu ngy cng tng ca th trng. H qu tp trung vo bn hng m khng c s kim sot cht lng tng ng. iu ny gip nhng sn phm khng t chun c c hi xm nhp th trng. Mattel phi hiu rng, trong nhng tnh hung nh th ny, iu nn lm l Mattel phi ti gn khch hng hn thay v cho khch hng phi tip cn vi Mattel. Qung co v cc li sn phm, gio dc v tnh an ton ca sn phm, th hin tc v s phc v tin nghi trong vic b p thit hi cho khch hng l nhng iu rt quan trng trong chin lc thu hi sn phm. Vic b p phi ch ti cc im sau: 25

- Chi ph sn phm - S bt tin ca ngi tiu dng - Khi phc nim tin vi thng hiu. Vic b p thit hi cho khch hng ch bng nhng phiu i hng ni c th ph hng hnh nh tt p ca Mattel. Vic b p phi vt trn chi ph thc t m ngi tiu dng phi b ra.Vic i hng phi c to iu kin thng qua cc im mua hng tin li trn tt c cc khu vc a l. Cc quy i hng phi c thu xp t nhng ni cng cng v qu trnh i hng phi c thc hin nhanh chng v d dng nht. phi l nhng quy i hng Hy Ti v i tt c mi ch c th. Thm ch, vic giao hng ti tn nh cng cn phi c nhanh chng t chc. Nu lm c tt c nhng iu ny, mi ch c th coi l xa b qu kh. Mattel cn phi nh hng mt chin dch qung co v xc tin thng mi tip theo xy dng li v tr thng hiu ca cng ty. Ngi tiu dng cn phi b thuyt phc rng Mattel hc c mt bi hc i v n l ti lp li nhng tiu chun cao nht i vi cht lng v thit k sn phm.(Nhn xt ca Eric Fraterman - Chuyn gia T vn v Tiu im Khch hng.) Ngoi ra, Barbie l chi dnh cho cc b gi, v th thit k trang phc cho Barbie phi ch n s ph hp ca la tui cng nh tnh cch. Vic gn y hng d nh tung ra mt mu Barbie c tn l "Black Canary Barbie", c to ra da theo nhn vt Black Canary ca b truyn tranh cng tn. Mu bp b ny n mc kh h hang ging nh gi mi dm, vi mt chic qun tt y sexy v vp phi s ch trch v phn ng gay gt ca nhiu t chc x hi nh t chc nh t chc tn gio Christian Voice Anh. R rng, Mattel cn cn trng hn trong vic la chn trang phc v gi gn hnh nh p m Barbie gy dng c trong lng nhiu tr em trn ton th gii mi th h.

26

DANH MC TI LI U THAM KHO

1. Gio trnh marketing cn bn - i hc kinh t quc dn.(Ch bin GS.TS. Trn Minh o) xut bn nm 2006. 2. Sch 100 thng hiu to dng thnh cng 3. http://www.lantabrand.com 4. Bch khoa ton th m Wikipedia 5. www.thethaovanhoa.vn 6. www.bbc.co.uk/vietnamese

27

28