52TC2 - Nhm 10 - Vn 4

Ngi hng dn : ThS. V Th Hoa

Danh sch nhm
Phan Th M Quyn

Nguyn Hong Thin
Nguyn Nh Qunh
Mai Lan Phng Hong
Ph Th Tng Vn
L Th Thn

Bi Th Hoi Thng
H Thy Huyn Khanh
Phm L Thy Vi
Nguyn Khang Ninh
Trn Kim T
V Th Thanh Huyn

(Nhm trng)
(Design)
Ni dung chnh:
1. Tm hiu v sao cn phi phn khc th
trng?
2. Xc nh mt chng trnh marketing
ph hp vi mi nhm khch hng
3. Gii thiu mt vi phng php nh v
sn phm trong th trng
4.1 Khi nim v th trng
4.1.1 Khi nim
Th trng l tp hp tt c cc ngi mua thc s v ngi
mua tim tng i vi mt sn phm.

Nh vy marketing khng chp
nhn quan im cho rng th
trng l ni din ra s mua
bn hng ha hay s gp g gia
mt cung v 1 cu ca phi kinh
t c in v tn c in trc y bi v hiu nh vy l qu
my mc v khng th no xc nh c dung lng ca th
trng.
a l
Vai tr quyt nh ca
ngi mua v ngi bn
Kh nng tiu th
Sn phm
Phn loi
th trng
4.1.2 Phn loi th trng
4.1 Khi nim v th trng
4.2 Phn khc th trng
4.2.1 Khi nim
Phn khc th trng c hiu l
chia th trng thnh nhng on khc
nhau m trong ng vi mi on s
c mt mt hng nht nh cho mt
nhm ngi nht nh

Bn cht ca phn khc th trng chnh l phn chia theo
nhng tiu thc nht nh th trng tng th qui m ln,
khng ng nht, mun hnh mun v v nhu cu thnh
cc nhm (on, khc) nh hn ng nht v nhu cu
Mt s v d v phn khc th
trng
Th trng cha
phn khc
Th trng phn khc theo
gii tnh
Th trng phn khc theo 4
mc thu nhp
Ti sao doanh nghip phi
phn khc th trng?
Doanh nghip cn phi thc hin phn khc th trng bi
l yu cu tt yu nu doanh nghip mun sn phm
c sn xut em li li nhun cho cng ty. Phn khc
th trng hiu qu bo m hot ng kinh doanh ca
doanh nghip

Nh tip th phi bt u bng cch chia nh th trng
bi mt chn l rt n gin: khng c mt doanh nghip
no c th tha mn tt c mi ngi trong mt th trng
Yu cu phn khc th trng

C th
tip cn c

C quy m
ng k
C kh
nng thc
hin c
C th
o lng c
Yu cu
phn khc
th trng
Cc tiu thc phn khc
Dn s:

tui
Gii tnh
Quy m gia nh
Chu k sng ca gia nh
Thu nhp
Ngnh ngh
Trnh
Tn gio
Quc tch
Tm l:

Tng lp x hi
Li sng, c tnh

Cch ng x:

Hon cnh mua sm
Yu cu i vi hng
Loi khch
Mc s dng


a l:

Vng, Min
Hng th
Mt
Kh hu
Tiu thc
phn khc
Cc bc phn khc th trng
Bc 1: Xc nh th trng kinh doanh. Phi xc
nh SP/th trng m cng ty hng ti, th trng ny s
bao gm nhiu nhm khch hng khng ng nht

Bc 2: Xc nh tiu thc phn khc th trng.
Tm ra cc tiu thc hp l phn khc th trng

Bc 3: Tin hnh phn khc th trng theo tiu thc
c la chn

Cc bc phn khc th
trng tr Dr.Thanh

Bc 1: Xc nh th trng ca
tr Dr.Thanh: tp on Tn Hip Pht
hng n th trng nc gii kht
Vit Nam vi sn phm tr Dr.Thanh
c kh nng gii nhit v thanh lc c th
Bc 2: Xc nh tiu thc phn khc th trng:
a l: phn b rng ri trn mi vng
min
Vd: a bn dn c ng c, kinh t
pht trin mnh th bnh qun mi qu
phi cung cp 10.000 chai tr ln. Cn
nhng vng nng thn, khu dn c
tha tht, th s lng sn phm m doanh nghip s
cung cp l khong 1000 chai

Cc bc phn khc th
trng tr Dr.Thanh
Cch ng x:
Dp mua: vo cc thng h v cc dp
l tt
Li ch khi mua hng: va gii kht
va c li ch v sc khe
Mc s dng: t dng, dng va phi,
dng nhiu
Cc bc phn khc th
trng tr Dr.Thanh
Tm l:
Mi tng lp x hi u c th s dng
Thi quen ung tr tho mc t xa xa

Dn s:
Mi la tui, tp trung ch yu vo thanh
nin, trung nin v ngi ln tui

Cc bc phn khc th
trng tr Dr.Thanh
Bc 3: Sau khi la
chn cc tiu thc, tp
on Tn Hip Pht
tin hnh phn khc th
trng v cho ra mt sn
phm tr tho mc
Dr.Thanh vo ngy
22/12/2008

Cc bc phn khc th
trng tr Dr.Thanh
4.3 Xc nh th trng mc
tiu
Khi nim
Th trng mc tiu l th
trng bao gm cc khch
hng c cng nhu cu hoc
c mun m doanh nghip
quyt nh p ng

la chn th trng mc
tiu, doanh nghip phi thc
hin 2 bc sau:
1. nh gi cc khc th trng

Quy m v mc tng trng
ca khc th trng
Mc hp dn ca khc
th trng
Mc tiu v ngun lc cng ty
nh gi cc khc th trng
ca tr Dr.Thanh
Quy m v mc tng trng th
trng ca tr Dr.Thanh: Sau ba
thnh k t ngy tung ra th trng
(22/12/2008) c ng o ngi
tiu dng n nhn. T sn lng
300.000 chai/ngy, n nay tng
ln 600.000 chai/ngy, nhng ch p
ng 25% nhu cu s dng

Mc hp dn ca th trng:

Cnh tranh v gi c: Dr.Thanh
c gi cao hn so vi cc loi nc gii kht
ng chai khc, v do u t ring dy
chuyn sn xut chai PET, l loi chai c th
chu nhit, gi hng v, mu sc ca sn
phm, v do s dng nhiu loi tho mc (9 loi)

nh gi cc khc th trng
ca tr Dr.Thanh
Cnh tranh v sn phm thay th:
Vit Nam hin nay, khi ni n
tr ng chai chng ta c th k
n cc thng hiu khc nh
Queen Tea, Lipton, Tea fres


nh gi cc khc th trng
ca tr Dr.Thanh

Cnh tranh v thng hiu:
S dng ngay tn, hnh nh ca mnh
lm biu tng cho nhn hiu nc
gii kht l cch c o v to bo
Sn phm gii kht khng gas c li cho
sc khe v c lm t 9 loi tho
mc cung nh









ng Trn Qu Thanh
nh gi cc khc th trng
ca tr Dr.Thanh
p lc v pha khch hng: b
mt s khch hng ty chay do
mi v, bao b sn phm v sai
xt trong qu trnh sn xut

p lc v pha nh cung cp: kh
khn v u vo khi c 1 vi loi
tho mc phi nhp khu

Anh Nguyn Nhiu Hng v
chai tr tho mc Dr.Thanh c
"vt th l" bn trong
nh gi cc khc th trng
ca tr Dr.Thanh
Mc tiu v ngun lc
Mc tiu: cng c th trng
trong nc v hng ti th
trng nc ngoi

Ngun lc: khong 3000 nhn
vin trong hn 1000 c nhn
i hc, thc s v tin s trn 10 ngi, s dng chuyn gia
nc ngoi, vi 300 nh phn phi v 1000 xe ti tham gia
chuyn ch
nh gi cc khc th trng
ca tr Dr.Thanh

A. Marketing khng phn bit
Marketing mix 1
Marketing mix 2
Marketing mix 3
Phn on 1
B. Marketing phn bit
Phn on 1
Phn on 3
Phn on 2
Marketing mix Ton b th trng
Phn on 2
Phn on 3
Marketing mix
C. Marketing tp trung
2. La chn th trng mc
tiu
Nm m thc bao ph th
trng
Nm m thc bao ph th
trng
Nm m thc bao ph th
trng


3. Cn c xc nh cch la
chn th trng
Ngun lc ca cng ty: ngun lc hn ch marketing
tp trung
Tnh ng nht ca sn phm: sn phm ng nht
marketing khng phn bit
Mc thm nin ca sn phm: sn phm mi
marketing khng phn bit hoc tp trung
Tnh ng nht th trng: khch hng ng nht
marketing khng phn bit
Cc chin lc marketing ca i th cnh tranh i th
dng marketing khng phn bit marketing phn bit
La chn th trng mc tiu
ca tr Dr.Thanh
Cn c vo 5 m thc bao
ph th trng v cch la
chn th trng, tp on
Tn Hip Pht hng ti
chin lc marketing tp trung

4.4 nh v trong th trng
nh v trong th trng l vic
a cc n tng tt, c sc,
kh qun v sn phm cng ty
vo trong tm tr khch hng
bng cc chin lc marketing
mix thch hp
VD:
Honda l nhn hiu xe
gn my ca Nht c bit
n ti Vit Nam nh 1 sn phm cht lng cao
Mercedes l loi xe hi sang trng
Chin lc nh v sn phm
Ngi lm marketing c th theo cc chin lc sau:
1. nh v da trn mt thuc tnh sn phm (Bt git Tide:
trng nh Tide)
2. nh v da trn li ch ca sn
phm em li cho khch hng
(Colgate: nga su rng)
3. Da trn cng dng ca sn
phm (B ma c th lm nguyn
liu cho nh my vn p, va lm nguyn liu cho nh
my giy)
4. nh v da trn tng lp ngi s dng (Sa dnh
cho tr em v cho ngi gi)
5. nh v so snh vi i th cnh tranh (Qung co cc
loi bt git thng cho rng sn phm ca mnh trng
hn cc loi bt git khc)
6. nh v tch bit hn cc
i th cnh tranh
(Nc b dng Bacchus
so vi cc loi nc ung
tng lc khc)
7. nh v so snh vi cc loi sn phm khc (Hng
thm ca mt loi du xt phng c mi thm ta ra
ging nh mt loi hoa)
Chin lc nh v sn phm
1. Xc nh mc nh v:
Cc mc nh v c th l a im, ngnh sn xut,
cng ty, sn phm
Mc nh v m tr Dr.Thanh hng n l: nh v sn
phm
2. Xc nh cc c im ct li quan trng cho cc khc
th trng la chn: cn nghin cu nhu cu xc
nh cc thuc tnh ni bt v cc li ch c th cho cc
khc th trng mc tiu
3. Xc nh thuc tnh quan trng trn mt bn nh v

Xc nh 2 thuc tnh ca Dr.Thanh v Sting
Khng gas
C gas
Cc bc ca qu trnh nh
v tr Dr.Thanh
4. Thc hin nh v v marketing mix
S dng mnh cc chiu thc
truyn thng (qung co):
Mt trong nm cng ty qung
co mnh nht
Xut hin vi mt dy trn
cc phng tin truyn thng,
dy ln s t m, quan tm,
th v ca d lun
Chn thi im thch hp tung ra sn phm
(22/12/2008), c coi l thi im vng, v cng
thun li
Cc bc ca qu trnh nh
v tr Dr.Thanh
Khu hiu: Thanh lc c th khng lo b
nng to s thu ht
Hnh thc bn ngoi bt mt, ni bt trn cc
k hng
Chn nhn hiu Tr Dr.Thanh gy s t
m ch
Tung ra hng lot sn phm p ng s thch,
nhu cu ca tng i tng trong x hi
Cc bc ca qu trnh nh
v tr Dr.Thanh
1. Cc tiu thc no sau y khng dng
phn khc th trng:
a) a l
b) Tm l
c) Cch ng x
d) Sn phm

Cu hi
2. C bao nhiu bc la chn th
trng mc tiu:
a) 3 bc
b) 4 bc
c) 5 bc
d) kin khc
Cu hi
3. Tr tho mc Dr.Thanh c tung ra th
trng vo thi gian no
a) 22/10/2008
b) 22/12/2008
c) 22/2/2009
d) 9/11/2007
Cu hi
4. C bao nhiu chin lc la chn th
trng mc tiu
a) 2
b) 3
c) 4
d) 5
Cu hi