NHM THT KNH CHO C CNG TON TH CC BN !

NHM THT: 1. PHM TH NH TUYT (Nhm trng) 2. INH TH THU TIN 3. NGUYN TH THY 4. MAI TH HNH 5. H VN TNG 6. SAYNHASIT

A. M U B. NI DUNG I. C s l lun. 1. Cc khi nim c bn. 2. Mi trng marketing v m 3. Thc trng v phn phi th trng in thoi di ng II. nh hng ca mi trng marketing v m n dng in thoi Nokia Cng ty Nokia chi nhnh ti Vit Nam 1. S lc v tnh hnh pht trin. 2. nh hng ca mi trng marketing v m n cng ty Nokia chi nhnh ti Vit Nam. C. KT LUN.

NI DUNG CHNH:

I. C s l lun. 1. Cc khi nim c bn. 1.1. Mi trng marketing l g ?

NI DUNG

- L tp hp nhng lc lng ni chung l khng khng ch c m cc cng ty phi ch n khi xy dng cc h thng Marketing - mix ca mnh. Mi trng marketing c nh ngha nh sau: Mi trng Marketing ca cng ty_l tp hp nhng ch th tch cc v nhng lc lng hot ng bn ngoi cng ty v c nh hng n kh nng ch o b phn Marketing, thit lp v duy tr mi quan h hp tc tt p vi cc khch hng mc tiu. - Mi trng marketing bao gm: mi trng vi m v mi trng v m.

I. C s l lun. 1. Cc khi nim c bn. 1.1. Mi trng marketing l g ? 1.1.1. Mi trng vi m: l nhng lc lng c quan h trc tip vi bn thn cng ty v nhng kh nng phc v khch hng ca n. 1.1.2.Mi trng v m: l nhng lc lng trn bnh din rng ln hn. C nh hng n mi trng vi m.

NI DUNG

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I. C s l lun. 2. Mi trng marketing v m:
Bao gm 6 lc lng ch yu sau: nhn khu, kinh t, t nhin, khoa hc_k thut, chnh tr, vn ha.
2.1 Mi trng nhn khu: -Bng n dn s th gii. -C cu tui ca dn s quyt nh nhu cu. -Dn tc -Cc nhm trnh hc vn khc nhau. -Cc kiu h gia nh

NI DUNG
I. C s l lun. 2. Mi trng marketing v m:
Bao gm 6 lc lng ch yu sau: nhn khu, kinh t, t nhin, khoa hc_k thut, chnh tr, vn ha. 2.2. Mi trng kinh t. -Th trng cn sc mua v cng chng. -Phn phi theo thu nhp -Cc yu t kinh t. -Tnh trng nn kinh t no cng c chu k, trong mi giai on ca chu k kinh t doanh nghip s c nhng quyt nh ph hp cho ring mnh. -Cc yu t tc ng n nn kinh t: li sut, lm pht. -Cc chnh sch kinh t ca chnh ph. -Trin vng kinh t trong tng lai

NI DUNG
I. C s l lun. 2. Mi trng marketing v m:
Bao gm 6 lc lng ch yu sau: nhn khu, kinh t, t nhin, khoa hc_k thut, chnh tr, vn ha.
2.3. Mi trng t nhin. Nhng ngi lm marketing cn nhy bn vi nhng mi e da v c hi gn lin vi ba xu hng trong mi trng t nhin. + Thiu ht nhin liu. + Chi ph nng lng tng. + Mc nhim tng. => Nhng mi e da gy nn s lo lng ca cng chng, to ra c hi marketing cho nhng cng ty nhy bn, n to ra th trng ln kim sot nhim: thp lc kh,

NI DUNG
I. C s l lun. 2. Mi trng marketing v m:
Bao gm 6 lc lng ch yu sau: nhn khu, kinh t, t nhin, khoa hc_k thut, chnh tr, vn ha. 2.4. Mi trng cng ngh. Lc lng quan trng nht nh hnh cuc sng ca con ngi l cng ngh. Ngi lm maketing phi theo doi xu hng sau y theo cng ngh: + S tng trng ca vic thay i cng ngh. + Nhng i mi v hn. + Thay i ngn sch nghin cu v pht trin. + Quy nh v thay i cng ngh cng cht ch.

NI DUNG
I. C s l lun. 2. Mi trng marketing v m:
Bao gm 6 lc lng ch yu sau: nhn khu, kinh t, t nhin, khoa hc_k thut, chnh tr, vn ha. 2.4. Mi trng cng ngh. Yu t cng ngh: c th gii vn ang trong cuc cch mng cng ngh, hng lot cng ngh mi ra i v ang c tch hp vo sn phm:
Motorola DynaTAC 8000X Nm 1983

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Motorola StarTAC, nm 1996 Nokia 3210, nm 1999

Sharp J-SH04, nm 2001

Handspring Treo 180, nm 2001

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Toshiba VM4050, nm 2003 Motorola Razr V3, nm 2004 Blackbery 7000 Series

iPhone, nm 2007

HTC Dream (T-Mobile G-1), nm 2008

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I. C s l lun. 2. Mi trng marketing v m:
Bao gm 6 lc lng ch yu sau: nhn khu, kinh t, t nhin, khoa hc_k thut, chnh tr, vn ha. 2.5. Mi trng chnh tr php lut. - S n nh ca chnh tr ca mt quc gia c nh hng rt ln n th trng. - Cc yu t th ch php lut. - Cc chnh sch thu. - Cc chnh ca Nh nc .

NI DUNG
I. C s l lun. 2. Mi trng marketing v m:
Bao gm 6 lc lng ch yu sau: nhn khu, kinh t, t nhin, khoa hc_k thut, chnh tr, vn ha.
2.6. Mi trng vn ha x hi Cc yu t vn ha x hi mi quc gia v vng lnh th c nhng gi tr vn ha v t trng ring v yu t ny l c im ca ngi tiu dng khu vc . Nhng gi tr vn ha l nhng gi tr lm nn mt x hi, c th vun p x hi tn ti v pht trin. Chnh v th cc yu t vn ha thng c bo v cht ch, c bit l vn ha tinh thn. Bn cnh vn ha th cc vn x hi cng c cc doanh nghip quan tm khi nghin cu th trng. Nhng yu t x hi chia cng ng thnh nhng nhm khc hng, mi nhm c c im tm l thu nhp khc nhau.

NI DUNG
I. C s l lun.
3. Thc trng v phn phi th trng in thoi di ng 3.1 Thc trng.:
Theo nh gi ca nhiu chuyn gia, Vit Nam l mt trong nhng th trng in thoi di ng nng ng bc nht ng Nam . - Hin nay, s lng thu bao im thoi di ng trong nm 2006 l 46 triu. Nm 2007 s lng thu bao bn ra l 6.2 triu chic (tng 35% so vi nm 2006). - Nm 2010 s thu bao di ng bn ra l 25 triu chic. th trng Vit Nam c khong 20 thng hiu in thoi di ng, trong Nokia, Motorola, Samsung v Sony Ericsson l nhng thng hiu mnh nht v chim 90% th phn. S cnh tranh ca bn thng hiu ny l rt khc lit. T u nm n nay, dn u v danh s bn hng trn th trng di ng Vit Nam (tnh trn s lng mt hng bn ra) vn l Nokia vi t l c chng l 53%, tip theo l Samsung chim 17% (trong ngun hng nhp khu l 2%, cn li l ngun hng do nh my Samsung Elextronic Vit Nam sn xut. T nm 2009 n nay, th trng in thoi c m rng v ph bin hn vi cc hng nh: Q.mobile (chim khong 12%) F.Mobi, Mobell v Mobistar (chim 10%), LG (chim 6%). Phn cn li l cc nhn hiu nh Sony, HTC, Motorola. Cc t l trn c tnh theo cng b thng tin v ngun hng nhp khu chnh thc.

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I. C s l lun.
3. Thc trng v phn phi th trng in thoi di ng 3.2. Phn phi.
Cng ty th gii di ng_cng ty phn phi in thoi di ng ln nht Vit Nam chim 20% th phn. Theo cng ty ny cho bit 70% l hng ni a cn 20% l hng nhp khu. T cho thy hng ni a ang c phn phi rng khp th trng. Ngy nay, th trng in thoi di ng khng nhng tp trung phn phi cc thnh ph ln, cc trung tm m cn c phn b rng ri cc ni vng su, vng xa Tuy nhin, mc tng trng ca ngnh hng in thoi di ng na u nm nay khng nh k vng (mc d vn ang trong xu hng tng). Cc nh phn phi, bans s, bn l.coi y l ti t vi ngnh hng m vng Vit Nam (ni ring) v tt c cc nc (ni chung). Sc mua gim st so vi giai on trc, y l nhng thch thc cho cc nh phn phi.

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II. nh hng ca mi trng marketing v m n dng in thoi Nokia, Cng ty Nokia chi nhnh ti Vit Nam 1. S lc v tnh hnh pht trin. Nokia l doanh nghip hng u trn th gii v truyn thng di ng .Nm 1996 , nokia bt u thm nhp th trng Vit Nam. Tc pht trin vt bt v cho n nay n m rng khp th trng Vit Nam.

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II. nh hng ca mi trng marketing v m n dng in thoi Nokia, Cng ty Nokia chi nhnh ti Vit Nam 2. nh hng ca mi trng marketing v m n cng ty Nokia chi nhnh ti Vit Nam. 2.1. Mi trng nhn khu v mi trng kinh t. 2.2. nh hng ca mi trng vn ha.

NI DUNG
II. nh hng ca mi trng marketing v m n dng in thoi Nokia, Cng ty Nokia chi nhnh ti Vit Nam 2. nh hng ca mi trng marketing v m n cng ty Nokia chi nhnh ti Vit Nam. 2.3.nh hng ca mi trng cng ngh . Nokia Research Center to ra kh nng cnh tranh v i mi cng ngh ca Nokia trong nhng lnh vc cng ngh thit yu cho s thnh cng ca cng ty trong tng lai. Di y l mt s in thoi di ng tng thnh cng trn th trng in thoi di ng:

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Nokia 2100 l cc in thoi di ng k thut s u tin ra i, gi d liu, fax v sms (tin nhn nhanh).

Nm 2001 in thoi Nokia quay phim u tin Nokia 7650 c cho ra mt.

Nm 2004, Nokia gii thiu b su tp 3 in thoi u tin 7260, 7270, 7280.

Nm 2005, vi dch v 3G u tin cho ra th trng Nokia 6630.

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Nm 2006, Nokia N91_thit b di dng u tin vi cng cho php lu tr 3000 bi ht .

Nm 2007, Nokia 6300 in thoi siu mng u tin v th hin s thnh cng vt bt..

Nm 2009, Nokia 5800 XpressMusic Model.

Nm 2011, Mu smartphone cao cp ca Nokia N9.

=> Vi nhng thnh cng trn ca nokia ta thy rng yu t cng ngh nh hng rt ln n s pht trin ca cng ty.

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II. nh hng ca mi trng marketing v m n dng in thoi Nokia, Cng ty Nokia chi nhnh ti Vit Nam 2. nh hng ca mi trng marketing v m n cng ty Nokia chi nhnh ti Vit Nam. 2.4. nh hng ca mi trng chnh tr - php lut. Chnh tr nc ta hin nay c nh gi rt cao v s n nh m bo cho s hot ng ca cc cng ty to ra tm l an ton cho u t, t bit vi th trng in thoi di ng hin nay. Cng vi vic n ta nhp WTO, vn ton cu ha, xu hng i ngoi ngy cng m rng to c hi cho doanh nghip m rng th trng ton cu. Cc quy nh th tc hnh chnh ngy cng hon thin to iu kin thun li cho cng ty pht trin.

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C. KT LUN Ni tm li, mi trng marketing v m tc ng khng nh n nn kinh t (ni chung) v th trng in thoi di ng (ni ring). Mt trong nhng yu t ca mi trng v m c th tc ng, lm tng hay gim tc pht trin, m rng hay thu hp th trng ca mt doanh nghip, mt cng ty V vy trong kinh doanh, cc nh doanh nghip, cc cng ty nn c bit ch n cc yu ny gim c s tc ng tiu cc ca n, gp phn tng tc pht trin v li nhun ca cng ty.

Xin chn thnh cm n !