1.

MARKETING A PHNG
a. Khi nim :

b. i tng v mc ch c. So snh vi marketing cho sn phm d. v.v M DU LCH M U T

2. Marketing a phng: a. Khi nim b. i tng v mc ch c. So snh vi marketing cho sn phm Ging: - quy trinh hoach inh M c chia thanh 5 bc c ban: + anh gia tinh hinh hin tai + xac inh tm nhin chin lc va muc tiu + xy dng chin lc at c muc tiu a ra + hoach inh chng trinh thc hin chin lc M + thc hin va kim soat qua trinh M -Trong qua trinh xac inh cac i thu canh tranh MP cung tng t nh MSP, canh tranh va hp tac lun gn lin vi nhau. -Trong thit k chin lc M ca 2 u lam cho thng hiu cua minh thoa man nhu cu cua thi trng muc tiu hiu qua hn thng hiu cua cac i thu canh tranh Khac: - Nha M: + i vi MSP nha M la b phn M cua doanh nghip. + i vi MDP nha tip thi bao gm nhiu thanh phn khac nhau nh chinh quyn P, cng ng kinh doanh va cng ng dn c -Khach hang muc tiu: + MSP: nhng ngi tiu dung SP + MP: cac nha u t, cac nha san xut kinh doanh, cac nha xut khu, cac tng hanh dinh cua cac cng ty, khach du lich, hi nghi va cac chuyn vin -ia phng la 1 vung co c tinh ai ly ci tri c inh va duy nht, khng di chuyn c, nn chi tip thi bng cach: + quang ba hinh anh bng cac phng tin thng tin, truyn thng, giao tip chuyn khu cua con ngi, bng san phm hang hoa cua P o. + t chc cac hoat ng tai P li keo KH n P +bng s kin lich s, con ngi, s kin thi s a va ang hay se din ra. -Chon thi trng muc tiu trn c s: + kha nng co sc canh tranh nht tao li ich ln nht cho KH. + s tip nhn 1 khi lng KH n ia phng 1 mc nao o co th lam thay i u th cua P theo hng khac + thi trng muc tiu thay di theo xu th phat trin cua P. + thi trng muc tiu co th a dang nhiu muc tiu nhng phai phi hp ng b nhau, khng mu thun nhau + tng muc tiu s phn khuc thi trng phai phu hp vi kha nng, thc trang cua ia phng. -Cac yu t M cho KH: + MSP: cac c tinh, li ich cua SP +MP: ha tng c s, con ngi, hinh tng, cht lng sng va cac c trng cua P. d. v.v

3. MARKETING X HI
a. Khi nim :

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 Philip Kotler : Marketing x hi l vic s dng cc nguyn l v k thut tip th gy nh

hng n i tng mc tiu h chp nhn, khc t, thay i hay loi b mt cch t nguyn hnh vi no , m iu c ch cho cc c nhn, nhm ngi hoc ton x hi.
Alan Andreasen : Marketing x hi l vic p dng nhng k thut tip th trong kinh doanh

cho vic phn tch, hoch nh, thc thi v lng gi nhng chng trnh c thit k tc ng n hnh vi t nguyn ca tp th i tng mc tiu nhm em li s tt lnh cho bn thn h v cho x hi m h l thnh vin. Marketing x hi l vic ng dng marketing hng vo v nhm thay i hnh vi ca mt nhm ngi hoc ton x hi, t c li ch chung cho nhm ngi hoc ton x hi . c trng c bn ca marketing x hi la phi li nhun.
b. Cc yu t ca marketing x hi:

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Cng ging nh marketing thng mi, mc tiu u tin ca marketing x hi l khch hng. Marketing hng ti cng ng nhng khng v mc tiu bn sn phm l u tin. Mc tiu ly khch hng lm trng tm c th hin qua cc yu t P quen thuc ca marketing hn hp: Product (sn phm), Price (gi c), Place (ni bn hng), Promotion (qung b)... Product (Sn phm) Sn phm ca marketing x hi khng nht thit phi l nhng sn phm vt cht thng thng. N c th bao gm nhng sn phm hu hnh n dch v kim tra sc kho nh k hay cc cuc hun luyn nh hng dn cc b m cho tr s sinh b, h hp nhn to, ch dinh dng v n king hoc nhng sn phm mang tnh v hnh nh tuyn truyn bo v mi trng. Mc ch ca marketing x hi l lm cho cng ng nhn thc c nhng vn chung ca x hi v a ra nhng gii php cho nhng vn . Vai tr ca vic nghin cu y l tm hiu thi ca cng ng trc mt vn cng nh thi ca h vi cc sn phm lin quan v h cm thy vn quan trng nh th no v thy cn phi hnh ng nhng g. Price (Gi c) Price- gi c cp n vic khch hng phi tr mt mc ph c c nhng sn phm ca marketing x hi. iu ny c th tn kh nhiu tin hoc lm khch hng phi b thi gian, cng sc, lm cho h cm thy bt hp tc hoc ngng ngng. Nu nh khch hng thy c t hn mt h s khng bao gi chp nhn iu ny. Tuy nhin h phi hiu rng, bao gi gi tr m h nhn c t cc sn phm marketing x hi bao gi cng c nhiu hn v c hi th cng nh chp nhn sn phm l rt nhiu. Thit lp gi mt sn phm khng phi l iu d dng v c rt nhiu vn cn cn nhc. Nu sn phm c gi r, hay khuyn mi v phn pht min ph th tm l chung ca khch hng s nhn nh l sn phm ny c cht lng khng tt. Mt khc nu gi cao th nhiu ngi khng c kh nng chi tr. Cc nh tip th x hi s phi cn bng nhng vn ny v quyt nh sao cho gi c va cn bng tm l ngi tiu dng va khng nh hng n li nhun thng qua nghin cu th trng.

Place (Ni bn hng) Place a im bn hng y c coi l ni m khch hng c th tip cn c sn phm ca doanh nghip. Cc sn phm hu hnh c sp xp theo mt quy trnh t nh kho, vn chuyn n ch phn phi bn hng sau l cc ca hng bn l. Cc sn phm v hnh gm t cc cng on hn nhng li cn c s quyt nh mt a im r rng ph hp vi chc nng cung cp thng tin v tp hun. c th l phng khm ca bc s, khu mua sm, phng tin truyn thng. Cc a im ny phi m bo cht lng khi dch v c tin hnh. Qua vic tm hiu nhng thi quen v hot ng ca cc nhm khch hng mc tiu cng nh nhng tri nghim v s tho mn ca h i vi dch v, cc nh nghin cu th trng c th tm ra c nhng thng tin ct li nht lp k hoch. Promotion (Qung b) Ch P cui cng chnh l qung b sn phm. Bi v y l bc c th nhn thy r nht nn n thng hay b nhm ln nh l c mt qu trnh thc hin vic marketing x hi. Tuy nhin nh ni trn, y ch l mt khu m thi. Phng thc qung b bao gm cc ng tc nh qung co, PR, chiu th, h tr qung co ca phng tin thng tin h thng bn l. im mu cht y l tnh n nh v s sng to vi cc nhu cu v sn phm v dch v. Tuy nhin, c chng trnh marketing x hi hiu qu, theo xu hng mi, cn c nhng ch P mi: - Public (cng chng) Cng chng y cp n c nhm trong v ngoi chng trnh. Nhng thnh vin tham gia bn ngoi nh khch hng mc tiu, cc c quan t chc trong khi nhng thnh vin bn trong l nhng ngi tham gia ng h hoc tin hnh chng trnh. - Parnership (i tc) Cc vn v x hi thng rt phc tp v cn rt nhiu nhm hay t chc cn tham gia. V vy, cn kt hp vi nhiu t chc khc nhau to nn hiu qu cao cho cng vic. - Policy (chnh sch) Cc chng trnh marketing x hi c th thc y cc c nhn trong cng ng thay i thi nhng rt kh duy tr thi y nu nh mi trng sng ca h li thay i. V vy, s thay i chnh sch l cn thit ph hp hn vi nhng thay i ca ngoi cnh. - Purse (tin vn) Hu ht cc chng trnh marketing x hi thng c bo tr t cc tp on, tr cp ca chnh ph hay cc qu t thin. y cng l mt vn cn ch cc n v thc hin c tin cho chng trnh.
c. Quy trnh xy dng chin lc marketing x hi :

Giai on 1: Hoch nh

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y l giai on lp k hoch nh hnh lm c s pht trin nhng bc tip theo. to ra mt hot ng marketing x hi c hiu qu, chng ta phi hiu c vn m chng ta ang quan tm, i tng mc tiu v mi trng thc hin hot ng. Cn s dng phng php nghin cu phn tch nhng yu t ny v pht trin chin lc hnh ng to nh hng n vic thay i hnh vi. - Giai on 2: Trin khai, a ra thng ip v pht trin cc sn phm tip th Giai on ny s dng thng tin c c t giai on lp k hoch to ra nhng thng ip thuyt phc, cng nh ti liu v cc sn phm tip th truyn ti thng ip n i tng mc tiu. - Giai on 3: Kim tra, th nghim L giai on kim tra trc, bao gm vic s dng nhiu phng php khc nhau kim tra cc thng ip v ti liu vi i tng mc tiu, nhm xc nh xem nhng cng vic no hon thnh tt nht mc tiu ca hot ng. Vic lp li nhiu ln qu trnh thc hin giai on 2 (Trin khai) v giai on 3 (Kim tra) nhm mc ch c nhng iu chnh cn thit v thng ip, ti liu hoc ton b chin lc nhm thm d xem vic tip cn hot ng c hiu qu khng. - Giai on 4: Thc hin thc hin hot ng, cng tc chun b l v cng quan trng cho s thnh cng ca hot ng v phi gim st qu trnh thc hin bo m rng, mi yu t c trin khai theo ng k hoch hoch nh. - Giai on 5: Thm nh v thu thp thng tin phn hi y l bc cui cng nhm nh gi v thu thp thng tin phn hi. nh gi hot ng va l mt tng th, va l mt yu t c lp ca chin lc hot ng. nh gi din ra khng phi vo lc cui hot ng, m l trong sut qu trnh trin khai v qua nhng thng tin phn hi c s dng trong mi giai on a ra nhng iu chnh cn thit nhm hon thin vic thc hin hot ng.

d. Ly v d c th t tnh hung nghin cu thc t :

V mt cng ng khng khi thuc SN PHM: - Thuc l l mt loi cy c c, c hm lng Nicotin cao (2- 10%) rt c hi v d gy nghin. - Nhng tc hi ca vic ht thuc l Nhng tc hi do trc tip ht thuc l : Bnh l h h hp ,Bnh l h mch mu ;Ung th cc c quan khc ;Nhng ri lon v da ;nh hng chc nng sinh sn; nh hng h thn kinh

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Tc hi do vic ht thuc l th ng :Ngi ht phi khi thuc th ng cng mc nhng cn bnh tng t nh ngi ht thuc Nhng tc hi khc ca vic ht thuc l :nh hng kinh t gia nh ;nh hng kinh t quc gia Thc trng ht thuc l ti Vit Nam Vit Nam - top 15 vi t l ht thuc l cao nht trn th gii ,62% ca t vong ti Vit Nam lin quan n ht thuc l. Khao sat la tui 13-15 (2003) ti 5 tnh v thnh ph (Tuyn Quang, Hi Phng, Nng, H Ni v TPHCM) ca Vit Nam cho thy Ty l tng ht thuc : 26,5% nam ;8,5% n T l ang ht thuc : 10% nam ,1,9% n Khi thuc l cha hn 4.000 cht ha hc (43 cht gy ung th): 40.000 ca t vong/nm Vit Nam vi khoi thuc, gn gp 4 ln s ca t vong v tai nn giao thng ng b. Ty l ngi bi phi nhim khoi thuc: 67% tai nh ; 50% tai ni lm vic, cng cng ;90% cc hng, qun Gy tn tht ln v kinh t: "S tin mt ngi tiu tn cho thuc l tng ng vi 1/3 s tin dnh cho lng thc, bng 1,5 ln mc chi cho y t v gn bng mc chi cho gio dc theo bnh qun u ngi" (TS Lng Ngc Khu, Cc trng Cc Qun l khm, cha bnh - B Y t) i tng mc tiu :Ngi v ang ht thuc i tng lin quan : Th h thanh thiu nin cha v s c xu hng ht thuc ; Ngi thn gia inh ; Cng ng xa hi Phn tch tm l_insight : _Ht thuc l gip xua tan mi cng thng, mt moi, gip u c tnh to hn _Ht thuc l chng t, khng nh tnh cch ca mnh, th cm gic mi l, gy s chu y.

Ni dung : khng ht thuc l ni cng cng Khu hiu:

- Ht thuc l ni cng cng l thiu tn trng bn thn mnh - V tng lai ca con em chng ta, hy ni khng vi thuc l Thuc l l ngi bn ng hnh ca t thn

- Vng rng v thuc l, c Th N cng khng thm 40.000 ngi cht v thuc l mi nm Tui 15 khi thuc l t c tng lai
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- Ngi ht phi khi thuc l t ngi ht thuc xung quanh, c th b bin i gen di truyn Ht thuc l khng phi vn ha ca ngi Vit V MT CNG NG KHNG KHI THUC

Slogan: Thuc l - k git ngi thm lng GI C A IM ia im tuyn truyn : Ti tr s cc n v ;Cc bnh vin ;Nh ga, sn bay ;Trng hc ;Cc ch v ia im ng dn c CHIN DCH QUNG B Hnh thc tuyn truyn : a dng, phong ph, d hiu, d nh, d thc hin : p phch ;Bng rn ;Khu hiu ; T ri, ti liu tuyn truyn Lut cm ht thuc l ni cng cng ,Cc phng tin thng tin i chng (bo vit, bo in t, bo hnh) ;Cc lp gio dc hc ng v tc hi ca thuc l ;c bit: tuyn truyn bng hnh nh v tc hi v hu qu ca ht thuc l T chc thc hin - Xy dng k hoch tuyn truyn php lut, phi hp vi c quan chnh quyn s ti tng a phng - t in, mua p phch, t ri, khu hiu, bng rn v cc ti liu tuyn truyn - Thnh lp i chuyn x pht cc hnh vi ht thuc l ni cng cng Thnh lp on cng tc gm c: Cc n v trc thuc y t kt hp vi gii tr v truyn thng T chc cuc thi tm hiu kin thc sc khe v vic ht thuc l

Ngun ti chnh : Hnh thnh qu phng chng ht thuc l, lin kt vi ngun t:

B ti chnh ,T chc y t th gii v Lin minh ng Nam ,Qu Bloomberg h tr k thut v ti chnh

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Sau y l mt s v d v cc chin lc marketing hn hp trong marketing x hi cho chin dch phng chng ung th v tui ph n trung nin: - Tuyn truyn ph bin 3 thi quen l chp chiu vng ngc hng nm, khm sc kho nh k v kim tra ngc hng thng. - Gi c ca vic s dng nhng dch v ny bao gm tin chp chiu nh k v kim tra hng thng. - a im l nhng phng mch, cc trung tm chm sc v gio dc y t hay nhng c s y t lu ng, c th di chuyn mt cch linh ng n vi tng nhm cng ng mc tiu khc nhau.

- Chin dch qung b c thc hin thng qua cc thng bo ca cc dch v cng ng, cc bin qung co, th in t, cc s kin truyn thng. i tng hng ti cn phi r rng, nh y nhm cng ng mc tiu l nhng ph n trung nin t 40 n 65 tui c thu nhp thp, thng quyt nh da trn nhng tc ng ngoi cnh nh gia nh, ng nghip hay qua tuyn truyn ca bo i. - Chng trnh c th hp tc vi cc hi ph n a phng, cc t chc t thin, t chc y t hay cc cng ty truyn thng hoc trung tm dch v cng cng. - Mc ch ca chin dch c th hng ti vic tng nhn thc v vic khm sc kho nht l vng ngc vi ph n trung nin thng qua chnh sch h tr gi, bo him. - Ngun ti chnh c h tr bi tr cp ca chnh ph nh b y t hay cc t chc chng ung th. Nhng yu t ca marketing hn hp c th c p dng mt cch hiu qu trong nhng chng trnh phc v v li ch cng ng. Trong nhng nm gn y, marketing x hi ang ngy cng tr nn l mt cng c c lc cho vic tuyn truyn, nng cao cc hnh vi ng x x hi, cng nh nm bt c nhu cu ct li ca cng ng, to pht trin cho marketing thng mi. 4. MARKETING TNG a. Khi nim b. So snh marketing tng vi marketing x hi c. Quy trnh xy dng chin lc marketing tng d. Ly v d c th t tnh hung nghin cu thc t 5. CHIN LC M CHO LIN MINH RAU SCH a. L thuyt: Quy trnh xy dng chin lc marketing b. Xy dng chin lc marketing cho lin minh rau sch CHIN LC MARKETING CHO SN PHM LIN MINH RAU SCH Khi nim v chin lc Marketing Chin lc Marketing l cch thc m doanh nghip thc hin t c mc tiu marketing v thng lin quan n 4P (Product, Price, Promotion, Place). Chin lc Marketing gii quyt nhng vn sau:Th trng cnh tranh l g? Khch hng l ai? Khch hng l g? Cc chnh sch Marketing nh th no? Bn cht ca chin lc Marketing: Cn c vo khch hng:Khch hng l c s ca mi chin lc. chin lc Marketing thc s da vo khch hng, khi xy dng chin lc th doanh nghip phi phn on th trng: Theo mc ch s dng v theo kh nng p ng th trng. Cn c vo doanh nghip: Khai thc ti a li th ca doanh nghip mnh to s khc bit.

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Cn c vo i th cnh tranh:Cnh tranh li th ca mnh so vi i th cnh tranh v tp trung cho cc phn on mnh cho l tt nht. Vai tr ca chin lc Marketing: Chin lc Marketing vch ra nhng nt ln trong hot ng ca doanh nghip. Doanh nghip cn phi nm vng: Doanh s c th gim dn v cnh tranh, v phn phi. Khi t n nh cao th mc tng trng ca doanh nghip s chm li. Doanh nghip phi dng nhiu sc lc trong nghin cu th trng. Cn kim tra v iu chnh vic s dng cc chi ph hp l v hiu qu hn trong trng hp lm pht, suy thoi. Tin trnh hoch nh: 5 bc 1. Xc nh s mnh, tm nhn v mc tiu: S mnh: l bng cam kt nhng gi tr m doanh nghip c th cung ng cho khch hng, i th cnh tranh, nh cung ngtrong tng lai. Tm nhn: l hng i, l bc tranh ln m t v nhng gic m m doanh nghip p , nim hy vng v trch nhim, c th t c trong tng lai Mc tiu: l nhng iu m t chc cam kt t c 2. Phn tch tnh hnh hin ti ca t chc: Cc im mnh (Strengths): Nhng im t chc lm tt hoc nhng c tnh gip tng cng tnh cnh tranh: mt k nng hoc chuyn mn quan trng, ti sn gi tr hu hnh, ti nng gi tr, thnh tch hoc gii thng to thnh tch trn th trngLi th ca mnh l g? Cng vic no mnh lm tt nht?u th m ngi khc thy c mnh l g? Phi xem xt vn t trn phng din bn thn v ca ngi khc. Cc im yu (Weaks):L nhng vn m t chc cn phi khc phc: thiu vn tr tu, thiu k nng hoc thiu chuyn mn quan trng cnh tranh; thiu ti sn v hnh, ti sn t chc, hoc ti sn hu hnh cn cnh tranh; thiu kh nng trong mt s lnh vc quan trng (chi ph cao hn i th, thiu vn,) C th ci thin iu g? Cng vic g mnh lm ti nht? Cn trnh lm g? Phi xem xt vn trn c s bn trong v c bn ngoi. Ngi khc c th nhn thy im yu m bn thn mnh khng thy. V sao i th cnh tranh c th lm tt hn mnh? Lc ny phi nhn nh mt cch thc t v i mt vi s tht. Ba tiu chun: Kh nng c th to ra thm nhiu tim nng m rng th phn. Kh nng em li nhiu li ch hn cho khch hng.
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 Kh nng to ra nhng sn phm m cc i th cnh tranh khng th sao chp c.

3. Phn tch bi cnh hot ng: C hi (Opportunities):C hi tt ang u? Xu hng quan tm no mnh bit? C hi c th xut pht t s thay i cng ngh v th trng d l quc t hay phm vi hn hp, t s thay i trong chnh sch ca nh nc c lin quan ti lnh vc hot ng doanh nghip, t s thay i trong khun mu x hi, cu trc dn s, t cc s kin xy ra trong khu vc.Phng thc tm kim hu ch nht l r sot li cc u th ca mnh v t t cu hi liu cc u th y c m ra c hi mi no khng. Cng c th lm ngc li, r sot cc im yu ca mnh v t t cu hi liu c hi no xut hin nu loi b c chng. e da (Threats):Nhng tr ngi ang gp phi? Cc i th cnh tranh ang lm g? Nhng i hi c th v cng vic, v sn phm hay dch v c thay i g khng? Thay i cng ngh c nguy c g i vi doanh nghip? Cc phn tch ny thng gip tm ra nhng vic cn phi lm v bin yu im thnh trin vng. S cnh tranh gia cc doanh nghip trong ngnh: Quyn thng lng tr gi ca nh cung cp. S e da ca hng ha, dch v thy th.S e da ca i th cnh tranh.Quyn thng lng, tr gi ca khch hng.

4 nh dng cc chin lc kinh doanh: hn tch tnh hnh kinh doanh hin ti. Trin khai cc chin lc pht trin: Chin lc tng trng.Chin lc a dng ha.Chin lc dn o chi ph.Chin lc to s khc bit ha.Chin lc tp trung. Hoch nh chin lc Marketing: CHNG 2: TNG QUAN V CNG TY V SN PHM LIN MINH RAU SCH Lin Minh Rau Sch l g? L n v chuyn sn xut v cung cp rau an ton.L Lin Minh lin kt t khu sn xut, lu thng n phn phi rau tn bn n di s iu phi thng nht bi Trung Tm iu Hnh Lin Minh Rau Sch.L n v ch qun ca Din n Rau Sch (www.rausach.com.vn) - ni trao i, chia s thng tin trc tip v v sinh an ton thc phm, k thut trng v s dng rau an ton ca cng ng ngi Vit trn khp chiu di t nc cng anh ch em Kiu bo ang sinh sng ti cc nc anh em.L a ch tin cy c ngi dn v cc phng tin truyn thng tm n khi cn h tr thng tin v rau an ton v v sinh an ton thc phm.L mt trong nhng n v u

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tin hat ng trong ngnh rau c cng nhn quy trnh sn xut ca nng trng t tiu chun sn xut rau an ton quc t Global G.A.P. Tiu s thnh lp: Xy dng Din n Rau Sch - V Sc Khe Cng ng: Khong thng 6/2006, tnh hnh ng c thc phm bt u manh nha xut hin nhiu ni, cc bo ch ln lc a tin ngy mt nhiu hn v tnh hnh rau, thc phm tr nn nguy hi vi sc khe ca ngi tiu dng. Mt nhm cc ging vin, sinh vin ang theo hc v cng tc ti nhiu trng i hc TP.HCM nhn thy c hi kinh doanh: cn cung cp ra th trng mt dng sn phm rau an tan. Sau mt thi gian tm hiu, nhm xc nh th trng cha tn ti thng hiu rau an ton uy tn v gn nh cha c n v sn xut rau an ton nng lc cung cp cho th trng; quan trng hn l tnh hnh ngi dn rt thiu hiu bit v s an ton trong vic s dng rau n hng ngy. Bn cnh l vic ngi dn li cng khng tin vo vic xut hin mt n v sn xut, cung cp rau an ton thc th do nhiu ln b mt lng tin.V vy, thay v xy dng cng ty cung cp rau, hi ng sng lp quyt nh khi to xy dng Din n Rau Sch vo thi im ny vi cc mc tiu t ra: To ra mt knh giao lu, chia s trc tip gia hi ng sng lp, cc chuyn gia vi ngi dn nhm cung cp tng bc mt thng tin v nhn thc ng v tnh hnh v sinh an ton thc phm v cng c lng tin ca ngi dn v kh nng tn ti ca th trng rau an ton.Huy ng ngun lc h tr cho vic xy dng Lin Minh Rau Sch: nhn s khoa hc, nhn s k thut, ngun vn, i tc kinh doanh, sn xut; xy dng mi quan h ng h rng ln trong a dng cc tng lp cng ng. Hon chnh khoa hc k thut sn xut theo hng nng cao hiu sut lao ng v tnh an ton ca rau thnh phm. Trin khai cc chng trnh h tr x hi da trn ngun lc sn c nng cao nhn thc ca ngi dn: H tr thng tin, t liu cho cc n v truyn thng i chng v tnh hnh an ton thc phm v kh nng p dng cc tin b khoa hc mi trong sn xut rau an ton ti Vit Nam. Xy dng chng trnh H tr trng rau ti nh nhm: i su st, tm hiu tm t, nhu cu c th ca ngi dn, to ra mt mng li ngi hm m v khch hng tim nng thc t; gii thiu kh nng lm ch khoa hc tin tin trong sn xut nng nghip an ton trn th gii; n gin ha cng ngh trng rau hin i cho cc gia nh thc hin ti nh cng c nim tin ni ngi dn; qua p ng tm thi nhu cu s dng rau an tan cho cc gia nh c iu kin trong thi gian Lin Minh Rau Sch xy dng knh phn phi. Thnh lp Lin Minh Rau Sch - Cng C Ngun Lc: u nm 2009, hi ng sng lp nhn thy ngun lc chun b tng i y , thi c xy dng Lin Minh Rau Sch n. Song song , Lin Minh Rau Sch cng tp trung thm nh
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cc nng trng sn xut sn c, h tr hon thin thm cc yu t cn thit thit lp mng li sn xut rau. Trong giai on ny, Lin Minh ch yu tp trung vo vic tiu th hng ha cc knh truyn thng a Lin Minh Sn Xut vo hot ng, cng c ngun lc ni ti, m bo Lin Minh bc u thnh lp kh nng tn ti v thit lp nhng nn mng c bn vng chc ban u. n thng 10/2009, hi ng sng lp xc nh thi c a Lin Minh Rau Sch chnh thc cng khai hot ng chn mui. Lc ny, cc nng trng thnh vin c cng nhn trnh sn xut rau t tiu chun quc t (Global G.A.P) - chng nhn bi cc n v m bo v cht lng an ton thc phm TP.HCM v cc tnh ln cn. ng thi nng lc cung cp ca cc nng trng ch lc v mng li lin kt gn nh p ng c nhu cu ca cc khch hng trng tm. Mt khc, cc phng thc phn phi, lu thng hng ha cng tri qua thi gian th nghim kh di v c nhng thnh qu nht nh. Do vy, cc cng vic chun b cho vic a Lin Minh trnh din cng ng c phn cng v chun b k lng. Xc lp thng hiu Lin Minh Rau Sch trn th trng: n u nm 2010, Lin Minh Rau Sch chnh thc cung cp sn phm rau an ton cho th trng nh hng v trng hc vi thng hiu chung ca Lin Minh. Cc yu t v php l, bn quyn thng mi cng c xc lp, m bo quyn li ca i tc v khch hng. Thng 9 nm 2010, website www.rausach.com.vn chnh thc chuyn i sang phin bn thng mi phc v cng ng c tt hn, cng nh ph bin, cung cp thng tin c th hot ng ca Lin Minh Rau Sch cng ng thnh vin quan tm d dng phi hp hot ng. S Mnh ca Lin Minh Rau Sch: Cung Cp Rau Sch V Sc Khe Cng ng
Nhim v xuyn sut hot ng ca Lin Minh Rau Sch:

Xy dng Chui Cung ng Rau - kim sot hot ng sn xut v xy dng h thng phn phi rau n tn bn n ngi dn. Lin Minh Rau Sch k vng lun hin hu trong tm tng cng ng: Lin Minh Rau Sch - n V Sn Xut V Cung Cp Rau Uy Tn, Gn Gi, Chuyn Nghip. Cc sn phm: Sn phm ca lin minh c chia thnh 7 loi chnh. Cc sn phm rt a dng, v c tnh c th cao. Mt s loi rau ch c th trng c kh hu mt m nh Lt. Cc loi ci: Ci tho ha tin Bp ci Ci tha Ci tho Ci b xi Bp ci trng Bp ci tri tim Bp ci tm
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CHNG 3: K HOCH MARKETING CHOSN PHM RAU SCH TI TP.HCM Phn tch SWOT cho sn phm rau sch ti th trng TPHCM: C hi (O) sch ngy cng tng, tim nng th trng HCM ln. - O 2: i sng nhn dn ngy mt i ln. - O3: Chnh sch pht trin ngnh rau v vng rau. - O4: S pht trin KHKT cng ngh cao ng dng trong nng nghip. - O5: S h tr ca cc nh khoa hc. Kt hp SO Thch thc (T) m bo v s lng, n nh. - T2: Khch hng ngy cng yu cu cao v cht lng sn phm. - T3: Mi trng cnh tranh ngy cng gay gt. - T4: Kh nng chng chi su bnh.

- O1: Nhu cu rau v rau - T1: Sn lng cn phi

Ma trn SWOT

im mnh (S)

Kt hp ST

- S1: iu kin t nhin Chin lc chim lnh th

Chin lc nh v thng hiu.

trng thun li. - S2: Sn phm phong ph a dng, c tnh c th, cht lng t tiu chun. - S3: S dng cng ngh sn xut tin tin. - S4: Ngun nhn lc c kinh nghim, cn c, kh nng tip cn ng dng cng ngh nhanh im yu (W) Kt hp WO

Kt hp WT

- W1: Quy m sn xut

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nh v mi hnh thnh. - W2: H thng phn phi cha p ng c yu

Chin lc pht trin sn Chin lc v knh phn phm phi

cu. - W3: H thng qung co, xc tin thng mi hn ch.

Chin lc chim lnh th trng: hin nay ngun rau sch cung cp cho th trng TPHCM khong 10% nhu cu tiu dng ca ngi dn, gn 90% cn li cha c s dng rau sch vi nhiu l do khc nhau. Trnh dn tr c ci thin, ngi dn nhn thc c tm quan trng ca rau xanh trong ba n hng ngy v sn sng chi tr hn 1,5-2 ln mua rau sch. Nhn thy c r nhu cu ca th trng ang khan him, nhiu c hi tim nng thm vo l sc mnh ni lc ca Lin minh rau sch chng ti a ra chin lc chim lnh th trng cc sn phm c th c ngi tiu dng bit n rng ri hn. Chin lc nh v thng hiu: Xy dng mt thng hiu chung cho sn phm rau Lin minh rau sch , t xy dng cc gii php c th cho tng loi sn phm, cho tng th trng mc tiu m sn phm rau ca chng ti hng ti . Chin lc pht trin sn phm: S dng chin lc sn phm nhm nng cao cht lng cm nhn, bng cch: ra cc tiu chun v cht lng sn phm (tiu chun v an ton thuc bo v thc vt, cc yu t v hnh dng, mu sc, mi v); tip tc pht huy cc yu t thun li iu kin t nhin, kinh nghim, ch trng u t vo cng ngh nhm nng cao cht lng, a dng ha sn phm rau, ch trng cc loi rau c th m a phng khc khng pht trin c. Chin lc v knh phn phi: sn phm lm sao cho phn phi v tiu th mt cch hiu qu nht Hnh vi ngi tiu dng v Phn khc th trng sn phm rau sch: c im ca ngi tiu dng nh hng n hnh vi: Khi ni n ngi tiu dng ti thnh ph H Ch Minh th n tng u tin ca h i vi sn phm l rt quan trng. Thin hng Ti chim a s H Ch Minh. Ngi tiu dng Tp.H Ch Minh quan tm t hn n kin ca ngi khc, khng chy theo s ng, thng quyt nh nhanh v khi cn quyt nh tiu dng h cng tham kho kin xung quanh nhng t chu nh hng, ch yu da vo nhu cu v mong mun ca bn thn mnh. Do , ngi tiu dng Tp. H Ch Minh rt thong v d tip nhn ci mi nn h gm nhng nhm ngi tiu dng tch bit. Ngoi ra ngi dn thnh ph H Ch Minh c khuynh hng u tin gi tr ch thc. H thng chn sn phm da trn nhng tri nghim chnh thc t sn phm hay dch v em li, bao gm nhng gi tr hu hnh v v hnh nh tnh nng ca sn phm, dch v. ng thi thnh

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ph cng l ni quan tm n yu t thn thin vi mi trng nhiu nht khi quyt nh chn mua mt sn phm. Mt c im na ca ngi tiu dng thnh ph l h c xu hng tiu dng nhanh- h s mau c ci g h cn vo lc - v rt ty hng. Khng b p lc bi tm l khng nh bn thn, th hin ng cp, v cng khng c khuynh hng tit kim chi tr cho cc sn phm t tin nn ngi min Nam c khuynh hng mua cc sn phm r tin hn v mua sm cng thoi mi hn. ng thi h cng khng ngi th nhng ci mi nn cng d dng hn trong mi quyt nh ca mnh. H sng cho hin ti v t lo xa cho tng lai. Mi ngi trc y vn thng nghe ni: ngi TP. H Ch Minh kim c 10 ng, nhng tiu ti 11 ng. Cu ni dng nh din t rt ng thi quen ca ngi tiu dng thnh ph. Nu thy cn h s mua ngay, khng lo ngh nhiu xa xi. Theo nghin cu o lng Ti chnh C nhn (Personal Finance Monitor) ca cng ty Nielsen thc hin nm 2008, Ngi tiu dng H Ch Minh sn sng i vay mn ca ngn hng hay cc t chc ti chnh khc cho cc nhu cu tiu dng ca mnh. H vn thch cc sn phm cao cp nhng 48% cho rng nhng th ch dnh cho nhng ngi thch khoe khoang v thch gy s ch , v h s ch chi tin cho nhng th h cn hn l mua khoe khoang vi mi ngi, h thch chi tin mua nhng sn phm thit yu hn. Nhn vo danh sch nhng mi quan tm hng u ca ngi Tp. H Ch Minh c lit k sau: Sc khe Cc ha n thanh ton ngy cng tng Vic lm n nh S cn bng gia cng vic v cuc sng Cc khon n Ta c th khng nh thc phm sch s nh hng ln n thi quen mua sm ca ngi thnh ph v h rt coi trng sc khe, mt trong nhng mi quan tm hng u ca ngi dn thnh ph. Trong thi bui kinh t cn kh khn, t l lm pht ln cao, ngi tiu dng cn nhc nhiu khi mua sm th i vi ngi dn H Ch Minh cho bit h s vn gi mc tiu dng c nhng s mua nhng thng hiu r tin hn hoc mua bao b nh hn. Mt ln na c th khng nh th trng thnh ph H Ch Minh l ni m thin hng c th rt mnh, v ngi tiu dng cng rt sn sng th nhng th mi l v t trung thnh vi mt thng hiu no. Tiu ch phn khc th trng: T nhng c im ca ngi tiu dng thnh ph H Ch Minh, chng ti quyt nh a ra mt s tiu ch sau phn khc th trng cho sn phm ca lin minh rau sch. Thu nhp ca ngi tiu dng: khong 10 n 15 triu/ thng

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 Family life stage: 4 n 6 ngi/ h Benefit sought: mun bo v sc khe cho bn thn v c gia nh. Tui tc: t 25 tui tr ln. Tp trung vo nhng ngi ni tr c lng mi ngi th trng TP. H Ch Minh l 0,3 Kg/ ngi/ ngy. Lng rau tiu th trung bnh 1 ngy thnh ph l 4 n 6 tn/ ngy. Lin Minh Rau Sch cung cp sn phm rau c cng nhn t tiu chun quc t (Global G.A.P) v tiu chun an ton thc phm Vit Nam (sn phm thuc Chui Thc Phm An Ton ca S Y T TP.HCM), do chng ti c nng lc cung cp rau cho th trng mc tiu ra. Chin lc Marketing Mix sn phm ca Lin minh rau sch: Sn phm Product:Khi x hi ngy cng hin i, ngi tiu dng c nhiu s la chn hn, cho nn cch chn sn phm cng tr nn khc khe hn. V vy, chin lc sn phm c xem l b phn ct li trong mt chin lc kinh doanh. Khch hng mc tiu: Lin minh rau sch xc nh r khch hng mc tiu nh cp trn nhm pht huy tt a cc chin lc marketing c th p ng c nhu cu ca h ng thi cung cp thng tin mt cch nhanh nht, an ton hiu qu nht n th trng ny v xy dng chin lc m rng trong tng lai xa hn cc th trng tim nng. Chin lc nh v sn phm: Chin lc chun ha thng hiu: tc l cng ty s s dng thng hiu thng nht l Rau sach.com.vn khi tip cn v thm nhp vo bt c th trng no. Chin lc a dng ha mu m tha mn khch hng nhiu hn: Chng loi rau c sn xut a dng, gn nh y cc loi rau c s dng hin nay trn th trng. Tng sn lng ton Lin Minh cung cp ra th trng u nm 2010, trung bnh 4 - 6 tn rau/ ngy. Chin lc nh bng hnh nh bng cch to uy tn v cht lng: Sc sng ca mt sn phm trn th trng c lu di l nh vo yu t cht lng. Nh ta bit rau xanh l ngun cung cp nhiu lai vitamin, cht khong, cht x, cht chng xy ha t nhin, c kh nng chng li cc bnh, c bit l bnh ng th. Khi kinh t x hi ngy cng pht trin, nhu cu v cuc sng ngy cng cao i hi sn phm rau phi m bo cht lng hn, an ton hn, a dng hn. Ngi tiu dng c thu nhp cao sn sng tiu th rau c gi bn cao c c nhng sn phm rau t cht lng cao v an ton. Bng cch tm ra ngch th trng cn trng, Lin minh a ra sn phm nh vo nhu cu ang cn ca khch hng. Lin Minh Rau Sch v ang lin kt vi cc khoa Sinh Hc, Cng Ngh Sinh Hc, Nng Nghip cc trng i Hc ti TP.HCM, TP. Lt, TP. Cn Th thc hin vic kho st, nghin cu, hon thin cc k thut sn xut

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rau an ton, cc sn phm phc v sn xut nh: phn bn, ch phm bo v thc vt; hp tc trong o to ngun nhn lc d phng. Lin Minh Rau Sch hin l thnh vin ca Lin Hip Hi Dy Ngh TP.HCM (qun l tt c cc c s dy ngh cc qun, cc trng trung cp, c s dy ngh TP.HCM). Vi ngun lc v c s vt cht cc trng thnh vin, i ng nhn s ging dy sn c ca Lin Hip Hi Dy Ngh TP.HCM l mt s thun li cho vic pht trin hat ng o to nng nghip v bi dng th h k s k tha, cng nh vic bi dng tay ngh cho qu b con tham gia sn xut cng Lin Minh Rau Sch c tt hn. ng thi, Lin Minh Rau Sch, Lin Hip Hi Ngh TP.HCM c mi quan h cng tc thng xuyn vi cc c quan nng nghip, thc phm ti TP.HCM nhm tranh th cc iu kin h tr cng ng, c bit l cc n v tham gia sn xut rau vi Lin Minh. u thng 8/2010, Lin Minh Rau Sch xy dng han chnh v a vo s dng 3 nng trng sn xut ch lc ti thnh ph Lt (huyn Lm H, TP. Lt, tnh Lm ng) vi tng din tch sn xut 21ha. ng thi theo phn cng ca S Y T TP.HCM, i ng k s ti cc nng trng ny cng ang hng dn cho 27 nng tri khc trong khu vc theo tiu chun rau an ton Vit Nam (Viet G.A.P) c th nng cao nng lc sn xut Ci tin bao b: Sn phm rau sch khng ch m bo cht lng rau theo tiu chun GAP m cn c u t mu m, bao b ng gi v nhn hiu kh cng phu. Cc loi tri, c c bc trong ti li nha; cc loi rau c bc trong ti nilong nha c thng kh trnh b dp nt trong qu trnh vn chuyn v cng gi cho rau qu ti ngon. Bao b u c in nhn mc ca Lin minh rau sch, nh sn xut, nh phn phi, ngy sn sut, hn dng. Phn phi Place: Vi tiu ch a sn phm ti tay ngi tiu dng hn ch chi ph trung gian. H thng phn phi ca chng ti c b tr vi hai loi hnh phn phi chnh l bn s v bn l. H thng bn s: thit lp h thng chui nh hng ti TPHCM, h thng bao gm i ng cng tc vin, i din bn hng tip cn, cung cp rau v m bo an ton thc phm cho ngi tiu dng mun s dng . H thng bn l: h thng l s kt hp gia cc knh h tr trc tuyn v cc gia nh i din phn phi rau, cc siu th phn phi thc phm rau an ton Thng qua , website www.rausach.com.vn c xy dng theo nh hng knh tng tc trc tip gia lin minh rau sch vi i tc v cng ng ngi dn. Ngi bn l thc hin chin lc y v chin lc ko iu tit th trng. Chin lc y (Push strategy): Ngi sn xut c gng tc ng ln cc thnh phn trong h thng marketing (ch yu l bn hng c nhn v c ng bn hng) khuyn khch h t hng v c
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ng sn phm n tay ngi tiu dng. V nguyn tc, chin lc y l thc y mua hng thng qua h thng marketing. Chin lc ko (Pull strategy): Ngi sn xut hng hu ht cc n lc c ng ca mnh ln ngi tiu dng khuyn khch h mua hng. T ngi tiu dng s i hi hng ha t ngi bn l v ngi bn bun Bn cnh trong tng lai chng ti s kt hp vi i tc kinh doanh nhiu ngi tiu dng bit n. Cc phng php gii thiu sn phm- khuch trng: Trong ngn hn:Chin lc PR v sn phm: Giai on 1 (2 tun u tin): Vit bi c ch v tnh trng rau nhim bn, lm dng thuc tr su v phn bn ha hc. Cc bi vit ny nhm lm dy ln nhng lo lng v bc xc ca ngi tiu dng v tnh trng rau nhim bn. ng thi khuyn khch ngi tiu dng ni ln suy ngh ca h v tnh trng s dng rau hin nay, c bit l nhng lo lng v mong mun v mt sn phm thc s m bo an ton v c cht lng. Giai on 2 (2 tun tip theo): Vit bi v vn din tch t trng dnh cho rau xanh nng nghip ngy cng b thu hp, tnh hnh chy theo li nhun coi thng sc khe ngi tiu dng v tnh cn thit ca vic s dng cc loi rau c ngun gc m bo. Mc ch ca cc bi vit ny nhm lm y cao s lo lng ca ngi tiu dng v vn sc khe ang b e da khi s dng nhng loi rau khng an ton. ng thi, cc bi vit hng ngi tiu dng n vic thay i thi quen s dng thc phm khng r ngun gc v ch dn v cch la chn nhng loi rau n c tnh m bo cho sc khe. Giai on 3 (2 tun tip theo): Gii thiu v rau sch v web rausach.com.vn kch thch ngi c tm n trang web ca Lin minh rau sach tm hiu thng tin v nhn nhng li ch thit thc khi ng k lm thnh vin.Mc ch ca giai on ny l gii thiu thng tin v web v sn phm ca lin minh rau sch nh mt loi thc phm thc s hu ch vi ngi tiu dng. c bit, nhn mnh vo cht lng c kim duyt ca sn phm nh mt gii php thc s cho mi trng v sc khe ca ngi tiu dng v khuyn khch ngi xem dng th sn phm. Li ch ca website l nhng thng tin hu ch v rau sch m ngi tiu dng quan tm. Knh thc hin: S dng cc bi vit v thng tin th cp (c xin kin tc gi) phc v cho bi vit theo tng ch .
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ng ti trn cc trang web v din n c thu ht s ch ca n nhn vin vn phng, ni tr nh:

Khuyn mi gi dng th v rt thm trng thng: tng thc hin:Sau thi gian thc hin chin lc PR, Lin minh s p dng chnh sch gi dng th kch thch tiu th. Chnh sch ny nhm mc ch thc y ngi tiu dng sn sng b tin cho mt sn phm dng th bi h tin l gi tr ca sn phm s cn cao hn mc gi. Vi chng trnh bc thm trng thng th cng ty s c mt ngun thng tin khch hng tng s dng sn phm, v bng cch gi tin nhn hoc gi in xin php khch hng, cng ty s gi thng tin khuyn mi hay cc chng trnh dch v mi trc tip n khch hng. Cc thng tin khch hng cng cn cho vic thu thp kin khch hng cho cc dch v m rng thm sau ny. Pht t ri: tng thc hin:Vi nhng khch hng c nhu cu nhng cha tip cn c vi sn phm qua nhng phng tin trn, th hnh thc qung co trc tip - tip th sn phm ti nh bng cch pht t ri l hnh thc thch hp. Cch thc thc hin: i ng pht t ri l sinh vin tip cn n cc khu dn c kh gi, cc ta nh chung c trung v cao cp, mt s a im cng cng nh trc siu th (Co.op Mart, BigC v.v.), khu mua sm. Trong cc t ri km phiu gim gi 20% khi mang t ri n cc ca hng c bn sn phm rau sch ca lin minh V di hn: Sau khi c mt lng khch hng trung thnh tng i, quy m kinh doanh m rng v doanh thu n nh mc kh Lin Minh s m rng vic qung co sn phm bng cc hnh thc tn km nhng hiu qu hn. Lc ny, sn phm s theo mt concept ( tng) mi, hng n gi tr tng thm ca sn phm - gi tr tinh thn - kt ni yu thng. Cc phng tin truyn thng truyn thng: M rng qung co qua hnh thc TVC, radio v cc trang bo c tn tui nh Tui tr, Thanh Nin. Dn cc poster, in cc hnh nh v thng ip ca sn phm ln cc sn phm qu tng nh ly, chn, t v.v. trong cc chng trnh khuyn mi. L do la chn: Kt hp truyn ti thng ip v hnh nh nht qun c s dng trn cc phng tin qung co nhm to hiu ng rng khp. T chc cuc thi nu n s dng sn phm ca Lin Minh: tng thc hin:Rau sch cng gia nh Vit kt ni yu thng. Cch thc thc hin:
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Chng ta s kt hp cng mt s nh ti tr v gia v dng cho mn n, dng nh bp v.v. t chc cc cuc thi nu n gia nh, vi ch ch bin mn n t rau sch ca Lin Minh. Ti tr cho nhng knh truyn hnh v nu n nh mn ngon mi ngy, Knh qung b thng tin: a thng tin ln website v cc phng tin truyn thng khc, ch yu l knh trc tuyn v mng x hi. Dng cc quy hng trc siu th qung b sn phm, mi khch hng nm th cc mn n t rau sch v gii thiu v cuc thi. Hn na, chng ti s tp trung xy dng cc chng trnh h tr li ch x hi nh l mt phn ng gp ca Lin Minh vi cng ng. Trong cc hot ng , Lin Minh u tin nhm vo trang b kin thc v an ton thc phm v s dng thc phm an ton cho ngi dn; cc chng trnh hot ng v mi trng nh tn dng tin b cng ngh ca i khoa hc k thut ng hnh cng cc gia nh tng dn din tch ph xanh trong ni thnh ph vi cc vn rau xanh ti trn sn thng, bancol, sn vn... Truyn Thng ca Lin Minh cng ng ngha vi vc chung tay vi x hi gii quyt cc bin c, vn nn m cng ng ang i mt; ng hnh cng cc n v bo tr tnh yu thng con ngi, mi trng Lin Minh lun lun l mt thnh vin thn cn nht ca cng ng Gi Price: V th trng mc tiu ca chng ti tp trung vo ngi tiu dng vi li ch l bo v sc khe cho bn thn v nhng ngi xung quanh v h sn sng tr hn 1,5 2 ln c s dng rau sch. Chnh v th chng ti p dng chin lc gi s c gi cao hn cc cc sn phm rau khc cng loi. c bit tp trung vo vic nng cao v pht trin cht lng sn phm tng ngy. i vi chng ti Cht lng l trn ht. KT LUN Phn tch cc chin lc Marketing cho ta thy vic hoch nh mt chin lc hon ho, t pht hin th trng, phn khc th trng cho n phn tch 4P l yu t rt quan trng to nn tn tui cho mt sn phm. Lin minh rau sch l mt nhn hiu mi chnh thc i vo hot ng nm 2009 v cha c nhiu ngi tiu dng bit n. vic Chin lc Marketing cho sn phm ca Lin minh rau sch nhm gip ngi tiu dng c th tip cn cc sn phm tt ny cng nh thm nhiu la chn cho s an ton v sc khe ca bn thn v nhng ngi xung quanh. Tuy nhin, cuc chin ginh th phn trong i dng xanh mu m cha n hi kt, bn cnh vic s dng cc cng c Marketing, Lin Minh Rau Sch cn ci tin, nng cao cht lng sn phm n nh th phn. Vic hiu bit v nm bt nhng cng c Marketing s gip cho sinh vin ni ring v nhng ngi quan tm c ci nhn tng qut hn v hoch nh chin lcMarketing, t a ra nhng quyt sch ng n trong kinh doanh.

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HOT NG MARKETING PHT TRIN DU LCH VIT NAM Marketing du lch l mt qu trnh trc tip cho php cc doanh nghip v cc c quan du lch xc nh khch hng hin ti v tim nng, nh hng n nguyn v sng kin khch hng cp a phng, khu vc quc gia v quc t doanh nghip c kh nng thit k v to ra cc sn phm du lch nhm nng cao s hi lng ca khch v t c mc tiu ra. Tng quan v du lch Vit Nam Vit Nam c hn 40.000 di tch, thng cnh trong c hn 3.000 di tch c xp hng di tch quc gia v hn 5000 di tch c xp hng cp tnh c UNESCO cng nhn 8 khu d tr sinh quyn th gii : Chu th sng Hng ,Ct B ,Ty Ngh An ,ng Nai ,C lao Chm ,Cn Gi ,C Mau ,bin Kin Giang C 7 di sn c UNESCO cng nhn l Di sn th gii ti Vit Nam gm: Thnh nh H , Hong thnh Thng Long,Qun th di tch C Hu ,Vnh H Long,Ph C Hi An,Thnh a M Sn ,Vn Quc gia Phong Nha - K Bng Vit Nam c 400 ngun nc nng t 40-150 . Nhiu sui c h tng xy dng kh tt nh: Sui nc nng thin nhin am Rng, Lm ng Sui nc nng Kim Bi Ha Bnh, Sui nc nng Bnh Chu B Ra-Vng Tu Sui nc nng Knh G, Ninh Bnh Sui nc nng Quang Hanh Qung Ninh Vit Nam ng th 27 trong s 156 quc gia c bin trn th gii vi 125 bi tm bin, hu ht l cc bi tm p. Vit Nam l 1/12 quc gia c vnh p nht th gii l vnh H Long v vnh Nha Trang im khc bit th nht, chnh l s hoang s v a dng ca thin nhin Vit Nam. Bn cnh cc a im du lch ni ting, Vit Nam cn c cc a im giu tim nng nhng cha c khai khc. Vit Nam c a hnh a dng (ch S), phong ph bao gm c bin v i ni, ni rng hoang s, v c bit nht trong khu vc l c im thi tit bn ma ph hp pht trin du lch quanh nm. Th hai: Vit Nam l mt t nc c nn vn ha lu i, rt a dng do c nhiu dn tc cng chung sng. Nhng giao thoa ca cc nn vn ha bn ngoi, ha nhp vi vn ha a phng to nn nhng nt c o ca vn ha v tn ngng Vit Nam. S an ton, mt im mnh ca VN y l mt yu t ti quan trng trong vic la chn im n ca du khch. Vi nhng hnh nh ca tng thng Nga Dmitry Medvedev i b t h Gm v khch sn, tng thng M Bill Clinton i do quanh h Gm minh chng cho iu ny i vi du khch quc t. Bn cnh Vit Nam t chc thnh cng nhiu hi ngh quc t ln nh APEC 14, ASEAN 17, ASEM 9...

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Xt v v p t nhin, gi tr vn ha, Vit Nam hon ton khng thua km cc nc c ngnh du lch pht trin nh Singapore, Thi Lan, Malaysia... Nhng theo s liu nm 2009, t trng ng gp cho GDP ca ngnh du lch Vit Nam ch mc 4,25%, trong khi con s ny Malaysia l 14,6%, cn Thi Lan l 10,06%. Mt trong nhng nguyn nhn ch yu xut pht t s ngho nn sn phm du lch ca chng ta. Hot ng marketing du lch Vit Nam t nm 2000 n nay Cc chng trnh c ng thc y hot ng du lch 2000 Du lch Vit Nam ln u tin a ra khu hiu Vit Nam - im n ca thin nin k mi (Vietnam- A destination for the new milliennium) vi hnh nh logo l mt c gi Vit Nam i nn l Nm 2003 Du lch Vit Nam a ra khu hiu Hy n vi Vit Nam (Welcome to Vietnam) vi biu tng l hnh c gi mc o di trng i nn l. Tuy nhin, khu hiu v biu tng ny ngy sau khi c cng b b ph phn nhiu nn t ra yu cu phi thay th sm bng mt biu tng v khu hiu khc. Nm 2005 Tng cc Du lch t chc cuc thi la chn khu hiu v biu tng mi cho Du lch Vit Nam nhm thay th khu hiu v logo nu trn. Kt qu cuc thi la chn ra khu hiu v biu tng mi l Vit Nam V p tim n (Vietnam The hidden charm Nm 2006 Nh nc to ra din n rt thun li qung b du lch Vit Nam. 21 nn kinh t vi hng vn nhn vt quan trng, doanh nhn s n lm vic v du lch ti Vit Nam. Tng cc Du lch Vit Nam c n qung b du lch xc nh: Nm 2006 l nm cht lng, nm qung b du lch ti ch. Nm 2006 cng l nm hi ngh thng nh B trng du lch APEC c t chc thnh cng ti Vit Nam. Vit Nam c bn b trn th gii nh gi cao, em li mt hnh nh tch cc cho Vit Nam. Nm 2007 Nm du lch mit vn: L s kin ch o, xuyn sut v du lch nm 2008 l Du lch mit vn sng nc Cu Long. n vi Cn Th, du khch thm vng chu th tr ph, sng rch chng cht vi h sinh thi a dng, nhng di tch vn ha phong ph ca cng ng dn tc Hoa, Khmer, Chm Du lch v ci ngun: y l hot ng do Ph Th, Yn Bi, Lo Cai phi hp t chc du lch v ci ngun, qung b cc s kin vn ha du lch c o ca vng. 2008 Festival Hu 2008: Xut pht t nhng kt qu bc u ca Festival Vit - Php 1992 gia thnh ph Hu v Codev Vit Php, tnh Tha Thin Hu sm hnh thnh tng t chc mt Festival vi qui m ln hn, cht lng cao hn.

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Bu chn Vnh H Long: L hot ng nhm thu ht s ch ca ngi dn Vit Nam cng nh cng ng quc t cng tham gia a Vnh H Long tr thnh mt trong 7 k quan thin nhin mi ca th gii. Hot ng gip cho mi ngi c mt ci nhn gn gi hn v hnh nh du lch ca Vit Nam ni chung v Qung Ninh ni ring. Bn pho hoa quc t: Nng l thnh ph ng cai t chc cuc thi bn pho hoa quc t dc hai bn b sng Hn. Cuc thi thu ht s tham gia ca nhiu quc gia trn th gii v trong nc. y l mt s kin mang tm quc t nhm qung b hnh nh nng ng ca mt thnh ph tr. Thi hoa hu du lch 2008: Cuc thi c t chc ti nhiu thnh ph ln ca Vit Nam nh: H Ni, Tp. HCM, Nha Trang, Cn Th Giai on 2011-2015 Chnh l du lch bin, o. Nm du lch quc gia duyn hi Nam Trung B 2011 l hot ng khi u cho pht trin du lch bin, o Vit Nam. Nm du lch quc gia 2011 do tnh Ph Yn ng cai t chc cng mt lot tnh, thnh ph c tim nng pht trin du lch bin o nc ta nh: Qung Nam, Qung Ngi, Bnh nh, Khnh Ha, Ninh Thun, Bnh Thun, Nng ng thi lin kt vi cc tnh Ty Nguyn. Nhiu hot ng phong ph, hp dn s din ra trong nm du lch quc gia 2011 m ng ch l thng du lch bin o... Qung b du lch qua cc knh truyn thng trong nc v quc t Trn i truyn hnh Trung ng: xy dng cc chng trnh gii thiu v t nc - Con ngi. Vit bo: M chuyn trang Du lch, Vietnam News, Bo nh Vit Nam, Bo v Tp ch QC trn bo vit chuyn ngnh TTG ca Thi Lan, Travel ca Hoa K, Echo Tourisme v Voyages Ebdo ca Php, Paradise ca Australia Clip qung co trn cc knh truyn hnh ni ting c rating cao nh: CNN, BBC T chc cc Festival thu ht khch du lch trong v ngoi nc :Festival bin Nha Trang Khnh Ho L hi c ph Bun Ma Thut Festival Tr Thi Nguyn Carnaval H Long Qung Ninh Festival Hoa Lt L hi tri cy Nam b Marketing a phng thu ht FDI ti Nng C s l lun Marketing a phng. Quy trnh marketing a phng. Vn u t. Cc yu t tc ng ti thu ht vn u t Tng quan v nng. _ V tr a l :tri di t 1515' n 1640' Bc v t 10717' n 10820' ng _ Din tch: 1.257,3km _ Dn s: 788,5 nghn ngi (nm 2006)
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_ GDP 2010 :10.400 t ng _ GDP /ngi 2010 : 33,2 triu ng _2010 ch s nng lc cnh tranh cp tnh (PCI) ng u Vit ,ng u v ch s h tng, xp th 4 v mi trng u t. Chin lc Mar nhm thu ht vn u t cho N

nh gi hin trng ca Thnh ph Nng _Yu t hp dn. L trung tm kinh t, thnh ph ln nht min Trung. V tr a l thun li.(pht trin cng bin ,du lch..) Nn kinh t cong nghip mnh,dich v du lch ,vn ha pht trin An ninh chnh tr n nh. Hi cng quan trng ca Vit Nam, l u mi giao thng quan trng v trung chuyn v vn ti quc t ca min trung_Ty nguyn C ch ,chnh sch mi trng u t thng thong, minh bch. C s h tng ngy cng c u t v pht trin. _Nhn din i th cnh tranh TP .HCM, ng Nai ,Vng Tu Trong du lch: H Long, Phan Thit.. Em ba thm nha .Hix _Phn tch SWOT. c _Thc trng thu ht u t ti Nng. .

_Tm nhn.

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Xy dng tm nhn v mc tiu.

 nh hng n nm 2020, Nng s l mt thnh ph thng minh v kt

ni da trn nn tng cng ngh cao. Xy dng Nng theo m hnh Eco2 Cities ca Ngn hng th gii (Eco2 Cities l sng kin Ecological cities as Economic Cities - Thnh ph sinh thi ng ngha vi thnh ph kinh t). tm kinh t - x hi ca min Trung vi vai tr l trung tm dch v; l thnh ph cng bin, u mi giao thng quan trng v vn ti v trung chuyn hng ho trong nc v quc t; trung tm bu chnh vin thng v ti chnh - ngn hng; mt trong nhng trung tm y t, vn ho - th thao, gio dc o to v khoa hc cng ngh cao ca min Trung; l a bn gi v tr chin lc quan trng v quc phng, an ninh ca khu vc min Trung v c nc.

Tip tc xy dng thnh ph Nng tr thnh mt trong nhng th ln ca c nc, l trung

_Mc tiu.
y mnh xc tin thng mi, qung b thng tin, thu ht FDI v u t trong nc vo cc lnh

vc dch v - du lch cao cp; cng nghip - ph tr khng gy nhim; ch trng loi hnh u t cng ngh cao. Nng phn u n 2015 c cu kinh t c chuyn dch theo hng DV-CN-NN Giai on 2010 -2015 hng ti 2020 thnh ph hi iu kin CNH HH v kt cu h tng, khung th ch, i ng cn b chuyn mn cao, khoa hc qun l.Tr thnh thnh ph cng nghip trc 2020. Nh vy i hi FDI n 2015 phi tng trng nahnh trong ch trng thu ht v pht trin cc ngnh cng ngh v dch v cao cp. .. Chin lc marketing cho thnh ph Nng. Sn phm :N cn thu ht u t vo nhng ngnh no ? Dch v cht lng cao v cng nghip cng ngh cao l hai lnh vc thnh ph ang khuyn khch u t.
-

Vic pht trin dch v cht lng cao, gm du lch, bt ng sn, thng mi, y t, gio dc, ti chnh, vn ti, truyn thng...

- Vi cng nghip cng ngh cao (phn mm, thit b ngoi vi, mch t hp, vt liu mi, nng lng, c kh chnh xc, cng nghip ph tr, cng nghip khng gian v tr...)
Nng c ch trng u tin pht trin cc ngnh cng nghip sch, va phc v mc tiu

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Xy dng Nng Thnh ph mi trng, va gp phn gii quyt vic lm cho ngi lao ng, thu ht lao ng cht lng cao n vi thnh ph.

 Hin nay, Nng la chn mt s ngnh nh thu sn, dt may, da giy, cao su... l nhng lnh

vc mi nhn tp trung pht trin. Bn cnh , thnh ph cn ch tm n ngnh CNTT (Cng vin Phn mm Nng, Khu th Cng ngh FPT Nng, Khu Cng ngh cao), ngnh cng ngh sinh hc (Trung tm Cng ngh sinh hc Nng - Danang Biotechnology Center (DanaBC)) v pht trin ngnh du lch. Chn th trng mc tiu : Nh u t ( Trong nc / nc ngoi ).
To lp mt mi trng u t bn vng, theo hng m rng ,thng thong ,song c nguyn

tc Cc nh u t c tim lc ti chnh nhm trin khai nhanh cc d n. Thnh ph xc nh Nht Bn l i tc quan trng ca Nng v hp tc kinh t, thng mi, u t v du lch. V hp tc u t FDI ca Nht Bn ti Nng, hin nay, tng vn u t ng k 231.155.789 USD, chim 8% tng vn FDI vo Nng; s d n FDI ca Nht Bn tnh n thng 11/2011 l 50 d n. Vin tr ODA ca Nht Bn cho Nng trn 330 triu USD. Tnh n nay, Nng c quan h hp tc vi cc thnh ph ca Nht Bn l Mitsuke, Kawasaki, Sakai, Nagasaki, Yokohama. Hin nay, Nng ang xc tin mi quan h hp tc vi thnh ph Kobe, Yaidu v Ohtawara. u t trong cc lnh vc cng nghip ph tr, cng nghip cng ngh cao, thit b in, in t, in lnh, dch v t vn, nng lng ti to v u t vo Khu cng ngh thng tin, khu cng ngh cao. Thit k hnh nh n tng:

ngha ca tip th x hi
Posted by Phm Minh Trung on May 12, 2011 at 11:25am View Blog Ti Vit Nam hin nay, tip th x hi ang tr thnh mt hot ng c ngha c bit. Song hnh vi s pht trin kinh t, cc vn x hi cng ngy cng a dng v phc tp, nh tnh trng tham nhng, chy chc, kt xe, nhim mi trng, bo lc gia nh, bo lc hc ng... Li ch khng ch mt pha Thut ng tip th x hi (social marketing) ln u tin c cp trong bi bo Social Marketing: Anpproach to Planned Social Change (tm dch: Tip th x hi: Mt cch tip cn nhng thay i x hi c k hoch) vo nm 1971, bi Philip Kotler v Gerald Zaltman. Lnh vc tip cn v ng dng mnh m tip th x hi lin quan n chm sc sc khe, bo v mi trng, bo tn v pht huy cc gi tr vn ha, li sng lnh mnh... V d, tip th khuyn khch mi ngi tch cc tp th dc, hn ch s dng v thi bao nilon ra mi trng... Trc y, tip th x hi thng c thc hin bi chnh ph, cc t chc x hi v hng n li ch ca i tng nhn l x hi, khng t nng li ch ca i tng lm tip th. Ngy nay, tip th x hi c s dng rng ri bi chnh doanh nghip. Bn cnh cc hot ng tip th truyn thng hng n nhm khch hng mc tiu vi mc ch thng mi, cc doanh nghip ch trng nhiu hn n hot ng tip th x hi vi mc tiu gy dng mi quan h (marketing relationship) tt p vi cng ng, thng qua vic ng gp cho s pht trin tch cc ca x hi.

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Hot ng ny cn c gi l trch nhim x hi ca doanh nghip (Corporate Social Responsibility) hng n mc tiu tng trng bn vng. Theo , c th xem tip th x hi l qu trnh cho trc, nhn sau. Vit Nam, cc phong tro ba dit, h go cu i c th xem l hnh thc s khai ca tip th x hi. Tuy nhin, tip th x hi th hin r rng nht phi k n chng trnh tip th bao cao su OK, tuyn truyn i m bo him, chng trnh chng ht thuc l... Sau , tip th x hi ngy cng si ng vi s tham gia ca cc doanh nghip vo nhng chin dch qung b, truyn thng, c sy cho li ch x hi, nh chng trnh Ti yu Vit Nam ca Honda, ng ln nh Olympia ca LG, Cng xy dng thng hiu nng sn Vit Nam ca Trung Nguyn, Tip sc ma thi ca Thin Long, qu sa Vn cao Vit Nam ca Vinamilk... ng dng l thuyt 4P Nguyn tc chnh ca tip th x hi l thay v ch khuyn hoc yu cu i tng thc hin hnh vi, cn phi tm hiu, h tr, kch thch, to iu kin h t nguyn thc hin hnh vi y. Do vy, l thuyt 4P trong tip th thng mi cng c p dng vo tip th x hi. Mt chng trnh tip th x hi phi bt u t vic la chn i tng tip th (targeting audience) c th, t nghin cu, to ra sn phm (Product) ph hp. Sn phm y chnh l tng, hnh vi, thi m ngi lm tip th mun i tng c c. Mun vy, mt sn phm hiu qu phi to ra trn c s hiu bit su sc v s thch, nim tin, tp qun c lin quan n i tng cn tc ng th mi sc thuyt phc khi bn. Chng hn, mun mi ngi tham gia giao thng i m bo him th khng ch pht, cm n thun, m cn tng tnh thuyt phc bng cch ch r nhng li ch ca vic i m bo him v nhng nguy c c th gp nu khng i. Bng cch ny, chng trnh tip th x hi i m bo him khi lu thng thc hin Vit Nam rt n tng. Thin Long thu hiu ni lo lng ca ph huynh, ca th sinh khi tham d k thi i hc - cao ng hng nm, nn cng mt s t bo vn ng x hi tham gia h tr cho i tng ny, nhm gim p lc khi thi c. Hot ng ny nhn c s ng cm ca nhiu ngi, nn c duy tr thng xuyn v ngy cng li cun c nhiu doanh nghip tham gia. Ch P th hai c ng dng vo tip th x hi l c ng (Promotion). C ng l cng c tip th mnh m thuyt phc i tng thay i, iu chnh hnh vi, to ra gi tr tch cc cho x hi. Ty tng i tng, ngn sch, c th ring ca chin dch m c th p dng hnh thc c ng i tr (phim qung co, pano, p phch...), tip cn trc tip tng nhm nh (nhm ng ng, lc lng tnh nguyn), cc hnh thc khuyn mi, kch thch khc nhau. Chng hn, khuyn khch s dng sn phm xanh, c th bn hoc tr gi cho ti nilon t hy hay ti xch s dng c nhiu ln thn thin vi mi trng. Hay t chc nhm ng ng pht bao cao su min ph v tuyn truyn thc tnh dc an ton cho i tng c nguy c ly nhim cao. Chng trnh Ti yu Vit Nam vn ng M Tm v nhiu ngh s c nhn bit rng ri trong cng chng tham gia c ng cho hnh vi li xe an ton, pht sng rng ri trn truyn hnh, t chc thi c thng. S a dng v hnh thc tip cn ngi tham gia giao thng to hiu ng rng ri trong x hi. Cch thc t chc mng li phn phi (Place) trong tip th x hi l vic la chn a im i tng cn tc ng c th tip cn c sn phm. Bao cao su OK khng nhng c pht tn tay cc i tng c nguy c ly nhim cao qua knh trc tip (direct sale), m cn c bn rng ri cc hiu thuc, ca hng y khoa chuyn dng ngi c nhu cu c th mua trong nhiu lc, nhiu ni. y l mt trng hp ng dng thnh cng ch P th ba (phn phi) trong chin dch tip th x hi. Vi Vinamilk, mi hp sa bn ra s c trch li mt phn li nhun gp vo qu sa Vn cao Vit Nam v c trao tng n hng triu tr em trn c nc. Nh ngha thit thc y m chng trnh do Vinamilk pht ng thu ht ng o mi ngi tham gia. Thnh t cui cng trong tip th 4P chnh l gi (Price). y l ph tn m i tng b ra thc hin nhng hnh vi mi, bao gm tt c cc ph tn tnh c bng tin, ph tn khng tnh c nh nng lng, nh hng tm l, chi ph trc tip v gin tip. Ngoi vic gim gi nhng sn phm thay th, cn tnh ton mc nh i, s sn lng mua sn phm, t chc tt vic cung cp cc dch v h tr sao cho ngi s dng cm thy thoi mi nht.

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Vic tnh ton mc gi h tr cho ngi dn din cn ngho c th tip cn dch v bo him y t khng hp l v cha ph hp vi tm l ca i tng cn tc ng, nh hng n mc tiu ca chng trnh khi hng chc ngn th bo him mua nhng khng s dng. y l mt v d cho thy ngha ca vic nh gi trong tip th x hi l rt quan trng.

Ti Vit Nam hin nay, tip th x hi ang tr thnh mt hot ng c ngha c bit. Song hnh vi s pht trin kinh t, cc vn x hi cng ngy cng a dng v phc tp, nh tnh trng tham nhng, chy chc, kt xe, nhim mi trng, bo lc gia nh, bo lc hc ng... Chnh v vy, tip th x hi ngy cng tr thnh mt hot ng khng th thiu i vi chnh ph, cc t chc x hi. Vi doanh nghip, n lc cn cam kt mnh m hn v nhn lc, vt lc cho cc chng trnh tip th x hi c th ng gp tch cc vo s pht trin ca t nc. Vic lm ny khng ch l trch nhim x hi m cn trc tip gp phn to ra s tng trng bn vng cho doanh nghip.

Qui Trnh Xy Dng Chin Lc Marketing Qui trnh xy dng K hoch marketing ca cp tha hnh (n v kinh doanh). K hoch marketing ca n v kinh doanh c xem nh l bn k hoch marketing ca n v tc chin. N c c th ho t bng k hoch ca cp chuyn nghnh, hoc cp vng, vi mt hay nhiu sn phm c th, mt th trng c th v nhng i th cnh tranh c th. Bao gm cc bc sau: 1. Xc nh mc tiu marketing.Mc tiu marketing c th bao gm mt hoc nhiu hn cc mc tiu c th nh:

Thng hiu (nh v thng hiu, nhn bit, cm nhn v gi tr, mi quan h Doanh s bn hng. V tr trn th trng (th phn, mc thm nhp th trng..) Ch tiu ti chnh (doanh thu, li gp) Sn phm (pht trin di sn phm) S MNH Cung cp rau sch v sc khe cng ng NHIM V

gia thng hiu-khch hng)

Nhim v xuyn sut hot ng ca Lin minh rau sch : Xy dng Chui Cung ng Rau - kim sot hot ng sn xut v xy dng h thng phn phi rau n tn bn n ngi dn.

- Lin minh rau sch k vng lun hin hu trong tm tr cng ng Lin Minh Rau Sch - n V Sn Xut V Cung Cp Rau Uy Tn, Gn Gi, Chuyn
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Nghip.

Chim lnh th trng.

- Xy dng mt thng hiu chung cho sn phm rau Lin minh rau sch , t xy dng cc gii php c th cho tng loi sn phm, cho tng th trng mc tiu m sn phm rau ca chng ti hng ti . - S dng chin lc sn phm nhm nng cao cht lng cm nhn, bng cch: ra cc tiu chun v cht lng sn phm (tiu chun v an ton thuc bo v thc vt, cc yu t v hnh dng, mu sc, mi v); tip tc pht huy cc yu t thun li iu kin t nhin, kinh nghim, ch trng u t vo cng ngh nhm nng cao cht lng, a dng ha sn phm rau, ch trng cc loi rau c th m a phng khc khng pht trin c.
-

Chin lc v knh phn phi: sn phm lm sao cho phn phi v tiu th mt cch hiu qu nht

SN PHM
-

Sn phm ca lin minh c chia thnh 7 loi chnh. Cc sn

phm rt a dng, v c tnh c th cao. Mt s loi rau ch c th trng c kh hu mt m nh Lt.

Cc loi ci : Ci tho ha tin - Ci b xi - Bp ci trng . Bp ci tri tim - Bp ci tm - Bp ci - Ci tha - Ci tho

X lch : X lch caron - X lch l l xanh - X lch M -X lch r man -X lch l si -X lch frissee

Rau n qu :u cve -C chua dy -C chua bi -t chung vng Rau gia v : Ng ty Rau n c : C rt ,khoai ty
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Rau n bng: Bng ci xanh

Cc loi b : B ngi vng

2. Nghin cu, phn tch tnh hnh th trng.

Nghin cu v phn tch khch hng. Nghin cu v phn tch i th cnh tranh.

(s dng cc cng c Nghin cu marketing, Ansoff, Pestle, SWOT, Porter 5 Forces, phn tch chui gi tr, d liu bn hng). Hnh vi ngi tiu dung : Thin hng Ti chim a s H Ch Minh. Ngi tiu dng Tp.H Ch Minh quan tm t hn n kin ca ngi khc, khng chy theo s ng, thng quyt nh nhanh v khi cn quyt nh tiu dng h cng tham kho kin xung quanh nhng t chu nh hng, ch yu da vo nhu cu v mong mun ca bn thn mnh. Do , ngi tiu dng Tp. H Ch Minh rt thong v d tip nhn ci mi nn h gm nhng nhm ngi tiu dng tch bit. - Thc phm sch s nh hng ln n thi quen mua sm ca ngi thnh ph v h rt coi trng sc khe, mt trong nhng mi quan tm hng u ca ngi dn ni y. Th trng TP. H Ch Minh l ni m thin hng c th rt mnh, v ngi tiu dng cng rt sn sng th nhng th mi l v t trung thnh vi mt thng hiu no. 3. Phn khc th trng.

Phn khc theo hnh vi hoc phn khc theo nhu cu Thu nhp ca ngi tiu dng: khong 10 n 15 triu/ thng Family life stage: 4 n 6 ngi/ h Benefit sought: mun bo v sc khe cho bn thn v c gia nh.
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Tiu ch phn khc th trng

Tui tc: t 25 tui tr ln. Tp trung vo nhng ngi ni tr c lng mi ngi th trng TP. H Ch Minh l 0,3 Kg/ ngi/ ngy.

Lng rau tiu th trung bnh 1 ngy thnh ph l 4 n 6 tn/ ngy.

4. Xc nh th trng mc tiu.

S dng ma trn DPM (Directional Policy Matrix) nh gi cc th trng v Lin Minh Rau Sch cung cp sn phm rau c cng nhn t tiu chun quc t (Global G.A.P) v tiu chun an ton thc phm Vit Nam (sn phm thuc Chui Thc Phm An Ton ca S Y T TP.HCM), do chng ti c nng lc cung cp rau cho qu i tc l: Nh hng (ch trng an ton thc phm) Cn tin bnh vin, bp n trng hc n v ch bin sut n tp th

chn th trng mc tiu.

Doanh nghip xut nhp khu rau (th trng nc ngoi xut khu: Singapore, Hn Quc, Trung Quc, i Loan) Cc h gia nh mun s dng ngun rau an ton cho mnh.

5. Chin lc marketing Bao gm cc yu t chin lc sau:

Chin lc nh hng pht trin chui gi tr. Chin lc thng hiu. Chin lc gi tr khch hng. Chin lc sn phm v dch v. Chin lc hu cn kho vn Chin lc knh marketing Chin lc gi Chin lc truyn thng Chin lc con ngi Chin lc h tr k thut
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Chin lc sn xut v cung cp

Chin lc ti nguyn K hoch marketing K hoch u t vn Chun gi tr khch hng K hoch bn hng K hoch d tr bn hng K hoch tnh gi v li gp K hoch t hng v giao hng K hoch qun tr quan h khch hng K hoch truyn thng marketing K hoch t chc knh K hoch t chc sn xut v cung cp K hoch t chc h tr k thut. K hoch ngun ti nguyn. Chin lc Marketing Mix sn phm ca Lin minh rau sch Sn phm Product Chin lc sn phm c xem l b phn ct li trong mt chin lc kinh doanh.
-

6. K hoch trin khai thc hin.

Khch hng mc tiu: Pht huy tt a cc chin lc marketing c th p ng c nhu cu ca h ng thi cung cp thng tin mt cch nhanh nht, an ton hiu qu nht n th trng ny v xy dng chin lc m rng trong tng lai xa hn cc th trng tim nng

- Chin lc nh v sn phm: Chin lc chun ha thng hiu: tc l cng ty s s dng thng hiu thng nht l Rau sach.com.vn khi tip cn v thm nhp vo bt c th trng no. Chin lc a dng ha mu m tha mn khch hng nhiu hn: Chng
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loi rau c sn xut a dng, gn nh y cc loi rau c s dng hin nay

trn th trng. Tng sn lng ton Lin Minh cung cp ra th trng u nm 2010, trung bnh 4 - 6 tn rau/ ngy. Chin lc nh bng hnh nh bng cch to uy tn v cht lng : ang cn ca khch hng - Lin Minh Rau Sch hin l thnh vin ca Lin Hip Hi Dy Ngh TP.HCM (qun l tt c cc c s dy ngh cc qun, cc trng trung cp, c s dy ngh TP.HCM). ng thi, Lin Minh Rau Sch, Lin Hip Hi Ngh TP.HCM c mi quan h cng tc thng xuyn vi cc c quan nng nghip, thc phm ti TP.HCM nhm tranh th cc iu kin h tr cng ng, c bit l cc n v tham gia sn xut rau vi Lin Minh. u thng 8/2010, Lin Minh Rau Sch xy dng han chnh v a vo s dng 3 nng trng sn xut ch lc ti thnh ph Lt (huyn Lm H, TP. Lt, tnh Lm ng) vi tng din tch sn xut 21ha. Ci tin bao b: Cc loi tri, c c bc trong ti li nha; cc loi rau c bc trong ti nilong nha c thng kh trnh b dp nt trong qu trnh vn chuyn v cng gi cho rau qu ti ngon. Bao b u c in nhn mc ca Lin minh rau sch, nh sn xut, nh phn phi, ngy sn sut, hn dng. Phn phi - Place

Bng cch

tm ra ngch th trng cn trng, Lin minh a ra sn phm nh vo nhu cu

H thng bn s: thit lp h thng chui nh hng ti TPHCM, h thng bao gm i ng cng tc vin, i din bn hng tip cn, cung cp rau v m bo an ton thc phm cho ngi tiu dng mun s dng .
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H thng bn l: h thng l s kt hp gia cc knh h tr trc tuyn v cc gia nh i din phn phi rau, cc siu th phn phi thc phm rau an ton

Thng qua , website www.rausach.com.vn c xy dng theo nh hng knh tng tc trc tip gia lin minh rau sch vi i tc v cng ng ngi dn. Ngi bn l thc hin chin lc y v chin lc ko iu tit th trng.

Bn cnh trong tng lai chng ti s kt hp vi i tc kinh doanh nhiu ngi tiu dng bit n. Cc phng php gii thiu sn phm- khuch trng: Chin lc PR v sn phm: Giai on 1 (2 tun u tin): Vit bi c ch v tnh trng rau nhim bn, lm dng thuc tr su v phn bn ha hc. Giai on 2 (2 tun tip theo): Vit bi v vn din tch t trng dnh cho rau xanh nng nghip ngy cng b thu hp, tnh hnh chy theo li nhun coi thng sc khe ngi tiu dng v tnh cn thit ca vic s dng cc loi rau c ngun gc m bo. Giai on 3 (2 tun tip theo): Gii thiu v rau sch v web rausach.com.vn kch thch ngi c tm n trang web ca Lin minh rau sach tm hiu thng tin v nhn nhng li ch thit thc khi ng k lm thnh vin. ng ti trn cc trang web v din n c thu ht s ch ca n nhn vin vn phng, ni tr nh: ST T Tn website Lng viewpage/tu n 1 2 http://phununet.com http://phunuonline.com.v n 3 http://eva.vn 1.400.000 600.000VND
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Chi ph/tun

3.750.000 3.500.000

830.000VND 800.000VND

Khuyn mi gi dng th v rt thm trng thng: tng thc hin: Sau thi gian thc hin chin lc PR, Lin minh s p dng chnh sch gi dng th kch thch tiu th. Vi chng trnh bc thm trng thng th cng ty s c mt ngun thng tin khch hng tng s dng sn phm, v bng cch gi tin nhn hoc gi in xin php khch hng, cng ty s gi thng tin khuyn mi hay cc chng trnh dch v mi trc tip n khch hng. Pht t ri: tng thc hin: Vi nhng khch hng c nhu cu nhng cha tip cn c vi sn phm qua nhng phng tin trn, th hnh thc qung co trc tip - tip th sn phm ti nh bng cch pht t ri l hnh thc thch hp. *Cch thc thc hin: - i ng pht t ri l sinh vin tip cn n cc khu dn c kh gi, cc ta nh chung c trung v cao cp, mt s a im cng cng nh trc siu th (Co.op Mart, BigC v.v.), khu mua sm. - Trong cc t ri km phiu gim gi 20% khi mang t ri n cc ca hng c bn sn phm rau sch ca lin minh Cc phng tin truyn thng truyn thng - M rng qung co qua hnh thc TVC, radio v cc trang bo c tn tui nh Tui tr, Thanh Nin - Dn cc poster, in cc hnh nh v thng ip ca sn phm ln cc sn phm qu tng nh
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ly, chn, t v.v. trong cc chng trnh khuyn mi.

- Kt hp truyn ti thng ip v hnh nh nht qun c s dng trn cc phng tin qung co nhm to hiu ng rng khp. T chc cuc thi nu n s dng sn phm ca Lin Minh:

tng thc hin:

Rau sch cng gia nh Vit kt ni yu thng

Cch thc thc hin:

Chng ta s kt hp cng mt s nh ti tr v gia v dng cho mn n, dng nh bp v.v. t chc cc cuc thi nu n gia nh, vi ch ch bin mn n t rau sch ca Lin Minh;

Knh qung b thng tin:

a thng tin ln website v cc phng tin truyn thng khc, ch yu l knh trc tuyn v mng x hi. Gi Price p dng chin lc gi s c gi cao hn cc cc sn phm rau khc cng loi. c bit tp trung vo vic nng cao v pht trin cht lng sn phm tng ngy. i vi chng ti cht lng l trn ht.

7. K hoch theo di n c thc hin v iu chnh Xy dng cc qui chun nh gi tin , tip nhn phn hi, rt ra bi hc v t chc iu chnh, ci tin thng qua:

Ch tiu phn u Mc tiu tng giai on iu tra phn tch phn hi ca khch hng (v mc hi lng)

IM MNH :
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- L mt trong nhng n v u tin hat ng trong ngnh rau c cng nhn quy trnh sn xut ca nng trng t tiu chun sn xut rau an ton quc t Global G.A.P. - L ni cung cp rau c nng trng sn xut c cng nhn vo Chui Thc Phm An Ton ca S Y T TP.HCM trong t u thnh lp nm 2009 - 2010. - Tn dng sc mnh ni lc ca Lin minh rau sch vn dng ti a ngun lc x hi a sn phm n tn tay ngi tiu dng vi chi ph trung gian kim sot mc thp. IM YU: C HI: - Hin nay ngun rau sch cung cp cho th trng TPHCM khong 10% nhu cu tiu dng ca ngi dn, gn 90% cn li cha c s dng rau sch vi nhiu l do khc nhau. Trnh dn tr c ci thin, ngi dn nhn thc c tm quan trng ca rau xanh trong ba n hng ngy v sn sng chi tr hn 1,5-2 ln mua rau sch. E DA

MARKETING TNG
6. Khi nim: Cc tng cng c th tip th c.Theo ngha no ,mi tip th u l tip th tng.Tip th tng bao gm nhng n lc tip th cc tng. Marketing tng (Tip th tng) l khi mt c nhn hay mt nhm c tng mi l nhng n khng phi ch dng li trong suy ngh m n c bc l ra v c trin khai a tng vo thc tin,s dng cc cng c ca marketing nhm a tng n vi ngi tiu dung Cc loi mYT :
-

Marketing tng thng mi : l a ra nhng tng sng to hay khc bit, hp dn, c o, li cun khch hng, mang tnh t ph. Marketing tng c vai tr rt quan trng trong pht trin thng hiu, n cn l sc mnh ca thng
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hiu .

Marketing tng x hi ( tip th x hi): Trong trng hp cc tng x hi gi l tip th x hi, bao gm vic thit k, thc thi v kim tra cc chng trnh kim cch chp nhn c mt tng, cng tc hay thc tin, x hi mt ni nhm trng im.

7. So snh marketing tng vi marketing x hi:

a.

Ging:

- L mYT b. Khc :
-

mXH l 1 loi ca mYT,M tng khng th ng nht vi m XH,ch khi m tng cho 1 vn XH mi c gi l m XH.

8.

Quy trnh xy dng chin lc marketing tng Quy trnh Marketing tng

Xc nh mc tiu. Phn tch quan im, nim tin, gi tr v cch th x s, Xy dng khung tng , chn lc ra nhng tng c tnh sng to v kh thi,ph hp vi tnh hnh thc t v ti chnh v cc mt khc. Xem xt cch tip cn v truyn thng v phn phi: Tin hnh nhng phng thc qung co gy s t m Trin khai mt k hoch tip th

Xy dng mt t chc tip th thi hnh k hoch .

nh gi v iu chnh 9. Ly v d c th t tnh hung nghin cu thc t

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