*TRNG I HC MTHNH PH H CH MINHHng dan: Th.S Hoang Cu Long

Tp.H Ch Minh, 09.2009Mon hoc: Marketing toan cau (Marketing quoc te)

*Chng 1: Tng quan v marketing quc tQuc t ho v cc cng ty quc t

Bn cht ca marketing quc t

K hoch v chin lc marketing xut khu

Mc ch ca doanh nghip tham gia th trng th gii

*I. Quc t ho v cc cng ty quc tKhi nim quc t hoL quyt nh ca mt t chc nhm thm nhp, m rng th trng, pht trin sn phm v cc hot ng khc vt ra khi phm vi 1 quc giaLm nh hng su sc n qun l, iu hnh v hnh vi ca t chc Chu tc ng ca cc yu t Mi trng v m, Vi m, Vn ho, Cnh tranh

*I. Quc t ho v cc cng ty quc t (t.t)2. Cng ty trong bi cnh quc t ho: Khi tin hnh quc t ho cn lu cc vn :S mnh v Tm nhn ca cng ty ra sao? C ph hp vi nh hng quc t ho hay khng?Nng lc ca cng ty c ph hp vi cc quy nh, thng l ca ngnh, lnh vc mnh hot ng hay khng?Chnh sch v sn phm, s a dng ho sn phm, hnh thc hot ng c ph hp vi tng th trng hay khng?C hi m th trng a quc gia mang li l g? Gi tr gia tng ra sao?Bi cnh cnh tranh ca cc th trng nh th no?

*II. Bn cht ca marketing quc tBi cnh th trng th gii hin nayCc cng ty ln t lu nhn thy th trng th gii mang li li nhun khng lXu hng ton cu ho din ra 1 cch mnh m v lin tc, nh hng trc tip n cc doanh nghipCc cng ty trn khp hnh tinh ang thi nhau tim kim c hi bn hng hng ra ton cuHnh thnh nn nhng khu vc mu dch t do nh NAFTA, EU, AFTAS cnh tranh gia cc sn phm khng ch bn ngoi m ngay ti sn nhVic ng dng cng ngh mi, phng thc qun l hin i ngy cng c s dng nng cao nng lc cnh tranhCc hnh thc hot ng hin i tr nn thng dng nh Lin doanh, Mua bn & Sp nhp (M&A), Hip hi ngnh ngh

*II. Bn cht ca marketing quc t(t.t)2. Khi nim v Bn cht ca marketing quc tMarketing xut khu (Export marketing)L hot ng marketing gip doanh nghip bn sn phm ra khi th trng ni aLin quan nhiu n yu t Chnh tr, Vn ho, X hi, a l, iu kin t nhin, Dn sK hoch hnh ng hon ton khc so vi k hoch ti th trng ni a

*II. Bn cht ca marketing quc t(t.t)Marketing ti th trng xm nhp (The foreign marketing)L hot ng marketing ngay ti th trng ni m cng ty ang thm nhpCc yu t mang sc thi ring nh Mi trng cnh tranh, Hnh vi tiu dng, H thng phn phi, H thng lut php, Qung co, Khuyn miMi th trng th phi thit lp K hoch marketing ring bitThng thng, mi th trng s c nh Qun tr marketing cao cp ca th trng

*II. Bn cht ca marketing quc t(t.t)Marketing a quc gia (Multinational marketing)Hot ng marketing phi hp v tng tc ca nhiu th trng khc nhau c th cho cng 1 loi sn phmi hi nh lm marketing phi am tng tng th trng c th c k hoch phi hp hiu qu

Marketing ton cu (Global marketing)Vn dng cng 1 chin lc marketing ca cng ty tt c cc th trng trn phm vi ton cuNhm tiu chun ho cc chin lc marketing v ng dng cho tt c cc th trng, b qua nhng khc bitMc tiu l nhm tn dng cc c hi v khai thc nhu cu ton cui hi s hiu bit tng tn c th ng dng k hoch marketing cho tt c cc th trng

*II. Bn cht ca marketing quc t(t.t)Bn cht ca marketing quc t: nhm gii quyt cc vn sauC nn kinh doanh th trng nc ngoi khng?Nng lc sn c ca cng ty c sc thc hin marketing quc t?Lm th no thm nhp th trng nc ngoi?Th trng no l trin vng, l tim nng i vi cng ty?Khch hng chng ta ang u? H mong i g sn phm chng ta?Nhn dng cc i th cnh tranh trong cng ngnh: H l ai? Kinh doanh sn phm g? Cho ai? u? Khi no? Ti sao? Kinh doanh theo phng thc no?...Thit k chin lc marketing-mix nn ra sao?Kinh nghim v th trng th gii ca cng ty ra sao?

*II. Bn cht ca marketing quc t(t.t)3. Ni dung ca marketing quc t: Phn tch th trng tim nngLp k hoch v pht trin cc sn phm/dch v p ng nhu cu khch hngPhn phi sn phm hiu quThc hin cc chng trnh xc tin: Qung co, Bn hng, Trng by sn phm, Dng th, Ci tin sn phm ph hp v.vChin lc gi ph hpCc dch v h tr bn hng, dch v hu miCc k hoch v ti chnh,nhn s, logisticsK vng kt qu t c nh th no?Nhng yu t bt li, s o lng trc cc hu qu xuK hoch ph tr, b sung ra sao?

*II. Bn cht ca marketing quc t(t.t)4. Nhng thch thc i vi doanh nghip Vit Nam khi thm nhp th trng th giic im ca cc doanh nghip Vit NamQuy m va v nh: hn ch v vn, trnh sn xut, trnh cng ngh cao, trnh nhn s, kh nng tip cn, s nhn xa trng rngKinh nghim thng trng th gii: va Thiu li va YuNng lc cnh tranh phm vi chuyn nghip cn hn chChu tc ng nhiu ca yu t Vn ho truyn thng trong mua bnCha c s sn sng cao cho hi nhp

*II. Bn cht ca marketing quc t(t.t)Cc thch thc ch yu khi thm nhp th trng th giiTnh phc tp v a dng ca mi trng vn hoSc cnh tranh v nng lc qun l, ngn sch marketing, kh nng hoch nh marketing quc t cn nhiu hn chS n nh v cht lng sn phm, dch v cung cpS hiu bit v cc tiu chun, cc ro cn thng mi khi thm nhpVic xy dng thng hiuS am hiu v Mi trng kinh t, Chnh tr, Php lut, Cnh tranh ti mi th trng khc nhau

*Nhim v ca Marketing quc t Irwin/McGraw-HillCopyright2002 by The McGraw-Hill Companies, Inc. All rights reserved.

*Cc hot ng trong marketing quc tPhn tch chi tit Th trng hin ti v Th trng tim nng Hoch nh v Pht trin sn phm dch v m khch hng cn. Phn nh r rng gia cc gi sn phmThit lp h thng phn phi thng qua cc knh sao cho khch hng tin li nht trong vic tip cnHot ng xc tin nhm vo 2 mc nh chnh: Thng tin v Tuyn truyn cho khch hng hiu v sn phm, dch vChnh sch gi phi cho thy c gi tr ch thc hay gi tr ph hp ca sn phm hay dch v i vi khch hngTin hnh cc dch v mang tnh k thut hoc khng k thut n vi khch hng Trc Trong - Sau bn

*III. K hoch v chin lc marketing xut khuMc tiut ra nhng tiu ch c th, r rng, ph hp vi doanh nghipXc nh v o lng c cc c hi th trng mang liChng trnh: lp k hoch marketing-mix thch hpT chc thc hin: Trin khai nhng tng t Chng trnh theo tin cng vic v thi gianS dng 1 cch hiu qu nht cc ngun lc ca cng tyTi u ho cc hot ng marketing

*III. K hoch v chin lc marketing xut khu (t.t)Quy trnh marketing xut khu Phn tch:Thu thp thng tin: Th cp - S cp, Bn trong Bn ngoi, Chnh thc Khng chnh thc. R sot cc d liu nhm tm ra cc c hi tn dng cc ngun lc cng ty nhm t c li th cnh tranhHoch nh:Pht trin mt K hoch marketing bao gm Phn tch tnh hung, Xc nh Mc ch Mc tiu, Cc chin lc - Chin thut, c tnh li nhun, chi ph, Nhng d kin thay i trong cu trc ca t chcThc thi:Cc hot ng c th trong K hoch hnh ng. iu chnh nhng hot ng ph hp vi nhng bin ng ca mi trng kinh doanhKim sot:Thit lp nhng K hoch thng nin nh: D bo doanh s, Li nhun, Bin php kim sot hu hiu theo st nhng Thnh Bi ca k hoch

*III. K hoch v chin lc marketing xut khu (t.t) cng k hoch marketing (Marketing plan): xem SGKNhng lu khi tham gia th trng th gii:Thc hin nghin cu ti bn k lng nhm tm ra sn phm v th trng ph hpThc hin nghin cu hin trng trc khi a sn phm voCc chuyn i tin trm cn t suy ngh: Xm nhp th trng lu di!Thu thp thng tin, chn lc th trng, i tc cn c c s, nh hng r rng, c th

*III. K hoch v chin lc marketing xut khu (t.t)Hoch nh Chin lc xut khu cn:D bo doanh s (Sales forecasts)Ngn sch bn hng (Sales budget)nh mc bn hng (Sales quotas)Lch sn xut (Production schedules)Kim sot tn kho (Inventory control)Ngun nhn lc (Labor requirements)Ngn sch xc tin (Promotional budgets)D tho ti chnh (Financial budget)c nh li nhun (Profit budget)

*IV. Mc ch ca doanh nghip tham gia th trng th giiS thc y t th trng trong nc

Khi sc tiu th cng nh kh nng mang li li nhun cho doanh nghip qu nhTh trng cha ng nhiu ri ro, cnh tranh gay gt, bin thin khn lngC khi th trng bn ngoi s to ng lc, nhu cu cho th trng ni aS khuyn khch n t Chnh ph, Cc hip hi trong vic pht trin th trng ra bn ngoiNng lc sn xut qu d tha so vi sc tiu th ca th trng ni aDa vo cc giai on trong Chu k sng ca sn phm

*IV. Mc ch ca doanh nghip tham gia th trng th gii (t.t)2. S thc y t th trng bn ngoiTm kim ngun ti nguyn mi, vt liu miM rng c hi hp tc u t, khai thc th trng miTo nn nhng sn phm/dch v miPhn phi sn phm hp l hn

*IV. Mc ch ca doanh nghip tham gia th trng th gii (t.t)3. Nhng yu t mang tnh chin lcPhc v mng li khch hng ton cuM rng chu k sng ca sn phm

4. Nhng yu t khcPht trin 1 cch hiu qu nht c hi th trng bn ngoai mang liL c hi trui rn, pht trin nng lc nhn sTo c hi nghin cu v pht trin sn phm miTo ra s ua tranh v ci tin sn phm, nng cao nng lc hot ng, nng lc cnh tranh gia cc doanh nghip.

*CHNG II: MI TRNG MARKETING QUC T - NGHIN CU TH TRNG TH GII Phn I:Mi trng marketing quc tPhn II:Nghin cu th trng th gii

Quy trnh nghin cu marketing quc t

La chn th trng mc tiu

S dng ma trn Sc thu ht th trng v Sc mnh cnh tranh cng ty

*Phn I

Mi trng marketing quc t

*Moi trng vi mo+ Moi trng ben trong doanh nghiep+ Nha cung ng+ Khach hang+ Trung gian marketing+ Gii cong chung (co ong, bao ch, lien oan, hiep hoi)

*Mi trng v mMi trng Kinh t

Mi trng Vn ho X hi

Mi trng Chnh tr v Php lut

Mi trng Cnh tranh

Mi trng Cng ngh

*I. Mi trng Kinh tDn sQuy m th trng, tim nng th trngS phn b v tui, phn b a l dn c, mt dn cS khc nhau v tim nng th trng v nhu cu v hng ho, dch vS thun li trong vic trin khai cc hot ng marketing

*I. Mi trng Kinh t (t.t)Thu nhpThu nhp bnh qun u ngiKh nng mua sm, hnh vi mua smS tng trng v GDP hng nmMi tng tc Trnh vn ho Thu nhp Tc ng n Hot ng phn khc th trng

*I. Mi trng Kinh t (t.t)Tnh hnh ca Ngnh trong nn kinh tTnh hnh sn xut, kinh doanh ca ngnh m cng ty s hot ngC cu sn phm: Trc tip, Gin tip, Thay th/b sungnh hng n vic ra quyt nh v Xut hoc Nhp khu hng, Xu hng nhp khu hng ca th trng ra sao

T gi, lm phtNghin cu t gi hi oi lm c s cho vic nh gi, ln hp ngT gi hi oi Lin th trngLin quan n cc nghip v Ngoi thng: Hp ng Future, Option, Forward...Lin quan n cc i tc trung gian: Mi gii, Hng tu, T vn, Logisticsnh hng n vic ra quyt nh v hnh thc thanh tonT l lm pht cho thy sc kho ca nn kinh t

*I. Mi trng Kinh t (t.t)C s h tngHin trng pht trin ca cc phng tin thng tin, nng lng, kt cu h tng c s (giao thng, ng x, x l mi trng)Kh nng p ng ca c s h tng quyt nh rt ln vo cc hot ng marketingNghin cu iu kin c s h tng s dng hiu qu ngun lc sn c ca cng ty cng nh tit kim chi ph Bao gm: Dch v cng cng (bu in, trung tm sinh hot cng ng, h thng trng hc), in thoi, radio, truyn hnh, internet, h thng ng cao tc, ng lin tnh lin bang, sn bay, bn cng, kho bi, trm cung cp nng lng

*I. Mi trng Kinh t (t.t)Mc th hoQuy hoch tng th th, phm vi pht trinMc giao thoa v vn ho, x hi, thng mi ca th trng ra saoTm nhn pht trin chin lc

Mc hi nhpCc quc gia c cc hnh thc hi nhp sau: Khu vc t do mu dch, Lin minh thu quan, Th trng chung, Lin minh kinh tHi hnh thc u c nhng c im khc nhau tu theo iu kin tng th trng, vngCc hnh thc v t chc thng dng: AFTA, APEC, NAFTA, EFTA, ISO, OPEC, WTO, WBMc ch ca vic nghin cu cc hnh thc:+ a ra chin lc thm nhp ph hp+ Hn ch nhng ri ro v tn tht+ Khai thc hiu qu ngun nng lc sn c sao cho ph hp+ Khai thc ti u tim nng ca th trng em li+ Nng cao nng lc cnh tranh Bn trong v Bn ngoi+ Tn dng nhng u i, li th m cc iu khon, iu kin a ra+ Hnh thnh nn nhng chin lc, chin thut c thCc c im ca hnh thc hi nhp kinh t

*I. Mi trng Kinh t (t.t)Cac yeu to khac:He thong ngan hangau t nc ngoaiTnh hnh san xuat va san lng cua quoc giaKe hoach phat trien cua quoc gia

*Cc c im ca hnh thc hi nhp kinh t

Khu vc mau dch t doLien minh thue quanTh trng chungLien minh kinh te

Bo hang rao thue quan ben trong cac quoc gia thanh vien x x x xCo chnh sach thue quan chung x x xT do di chuyen von, sc lao ong va cong nghe x xHai hoa chnh sach kinh te, tien te x

*II. Mi trng Vn ho X hiMc ch nghin cu:+ nh hng n hnh vi mua sm v Thi khch hng+ Tc ng trc tip vo chin lc Marketing-mix+ Tu vo chin lc chung, nh hng chung ca cng ty m c nhng chnh sch lin quan n Mi trng vn ho X hic im chung:+ Mi th trng, quc gia, khu vc khc nhau th Mi trng vn ho X hi rt khc nhau+ Trong mt nn vn ho ca quc gia cn c cc tiu vn ho khc nhau+ Cc tiu vn ho khc nhau s a ra cc phn khc th trng khc nhau+ Cc chin lc Marketing-mix nht thit phi da trn c im nyCc yu t ca Mi trng vn ho X hi:

*II. Mi trng Vn ho X hi (t.t)Ngn ng+ L phng tin giao tip trong x hi+ Trong mt x hi c th c nhiu ngn ng khc nhau, hnh thnh nn s phong ph trong cu trc+ Mi ngn ng i lin vi s hnh thnh mt nn vn ho+ nh hng rt ln n vic ra quyt nh thng tin trong hot ng marketing+ Trn th gii hin c trn 3.000 ngn ng khc nhau+ V d: Ngi Nht n trnh ni No, h lun ni Yes. Tuy nhin khng phi lc no Yes cng l Vng, c khi n l Ti ang nghe. Nu Yes m km theo u hiu lc u l S ph nhn Bungari v Srilanca: lc u c ngha l Vng Xe mang thng hiu NOVA nhng khi dch sang ting Ty Ban Nha li c ngha l Bt ng Quang cao Pepsi ai Loan: en va song vi the he Pepsi c chuyen thanh Hoa ng Pepsi se mang to tien cac ban tr ve t coi chet

*II. Mi trng Vn ho X hi (t.t)Tn gio, gi tr, thi L ng c ca hnh vi, c s cho hu ht cc gi tr, thi khch hngNh lm marketing quc t cn c kin thc rng v tn gio ca quc gia, th trng hiu c hnh vi ngi tiu dngTrnh nhng va chm, xung khc v vn tn gio, sc tc ti bt k th trng noChin lc sn phm, Xc tin chu tc ng nhiu bi yu t nyV d: Ngi theo o Hi khng n tht heo Ngi theo o Hindu khng n tht b Ngi theo o Cng gio s tng lng tiu dng vo nhng dp l Ging sinh, l Phc sinh v Nm mi

*II. Mi trng Vn ho X hi (t.t)Gio dcGio dc tc ng n vic nhn thc ca ngi tiu dngH thng gio dc nh hng n trnh lc lng lao ng, kh nng thch nghi, thay i vi mi trng v nng lc iu hnhNh lm marketing quc t cn c s hiu bit v nn gio dc ca mt quc gia c th khai thc hiu qu ngun nhn lcCc ch s thng quan tm: Ch s pht trin con ngi (HDI), T l ngi bit ch, T l gio vin/hc sinh, ging vin/sinh vin, bc s/ngi dnV d: Ch s HDI ca Vit Nam nm 2007 l 0,725, hng 116/182 nc

*II. Mi trng Vn ho X hi (t.t)Cu trc gia nh, Quan nim gia nhMi x hi, a phng th c cu trc gia nh khc nhauTrong cc nn vn ho khc nhau th vai tr ca mi thnh vin cng khc nhauCu trc gia nh, vai tr ca cc thnh vin s nh hng ln n cch thc tiu th v quyt nh mua smQuan nim gia nh c hnh thnh trn c s vn ho v c c kt qua thi gianNhng hiu bit tng tn v yu t Gia nh s gip cho vic ra quyt nh chnh sch sn phm ph hpV d: Sn phm Kelloggs a ngu coc vao th trng An o, nhng an sang vi ngu coc la khai niem mi la.

*II. Mi trng Vn ho X hi (t.t)T chc x hiBao gm cc nhm, cc mi quan h gia cc c nhn v cc nhmC nhiu loi nhm trong x hi nh Tng lp gia nh, B tc, Chng tc, Giai cp, Dng diCc nhm hot ng x hi nh Hip hi, Hi ngi tiu dng, Cu lc b, Lin hip, Hi doanh nghip, Cng on, on thanh nin, Qu t thinNghin cu v T chc x hi nhm tr li cc cu hi: C bao nhiu nhm chnh trong x hi? u l nhm tham kho chnh? Nhng nhm no c cng a v? Nhm no c nh hng n phn khc khch hng no? Vai tr ca mi nhm ra sao?

*III. Mi trng Chnh tr v Php lutMi trng chnh trTm hiu v th ch chnh tr trong quc gia, th trngnh hng ca yu t chnh tr n nn kinh t ra saoS bt n v thay i v chnh tr to nn nhng ri ro cho mi trng kinh doanhCc cng ty a quc gia thng b xem xt k lng v xut x quc gia khi hot ng trn phm vi ton cuMi quan h gia Cng ty vi Chnh quyn a phng lun phi coi trngHng tiu dng thng nhy cm hn hng cng nghip v yu t chnh tr

*III. Mi trng Chnh tr v Php lut (t.t)Mi trng php lutCc lut l lin quan nh Lut kinh doanh, Lut Hi quan, Lut doanh nghip, Lut lao ng, Lut cng c quc t, Lut to nLin quan trc tip n cc hot ng kinh doanh, marketingCc quc gia, th trng u c nhng lut l ring chi phi n chin lc marketing-mixV d: mt s quc gia cm qung co sn phm nhy cm trn Tivi, radioCc quy nh bt buc v qung co dc phm, sa bt, sn phm cho tr s sinh trn tiviMt s quc gia c quy nh v qung co trong rp chiu phimNhng ni dung chnh khi nghin cu mi trng php lut+ Mc kim sot ca Chnh ph v Xut Nhp khu v cc yu t lin quan+ Cc cng c, hip c, iu khon m quc gia d k kt, tham gia+ Hng ro thu quan+ H thng lut chi phi trc tip trong kinh doanh: Lut chng bn ph gi, Lut qung co, khuyn mi, Lut cnh tranh, Quy ch m vn phng i din, Lut thu quan, iu kin ATVS thc phm

*IV. Mi trng Cnh tranhKhi thm nhp mt th trng no , cng ty cn nghin cu:Hnh thc cnh tranh v sn phm ang din ra ti nc s tiPhn tch cnh tranh: Trc tip, Gin tip, Thay th/b sung, Tim nCc chin lc kinh doanh ca i th: Mc ch, Mc tiu, Phn tch SWOT

Cc chin lc cnh tranh thng thy:Chin lc dn uChin lc theo sau/theo uiChin lc np gcChin lc khc bit ho/d bit hoChin lc a dng ho

*V. Mi trng Cng nghHin trng ca vic p dng cng ngh trong ngnhNng sut, nng lc sn xut m cng ngh to raS sn sng, kh nng ng dng cng ngh mi ca quc gia, th trngVic ng dng cng ngh trong x hi lin quan n vic hoch nh cc phng tin qung co, truyn thngCc chi ph c lin quan: chi ph R&D, chi ph u t my mc, thit b, nh xng, nguyn vt liu miNgy nay, s tin b ca cng ngh to ra nhiu sn phm mi, khc l trn th trng. Tuy nhin, n cng c nhng mt tri.

*CHNG II: MI TRNG MARKETING QUC T - NGHIN CU TH TRNG TH GIIPhn II:Nghin cu th trng th gii

Quy trnh nghin cu marketing quc t

La chn th trng mc tiu

S dng ma trn Sc thu ht th trng v Sc mnh cnh tranh cng ty

*I. Nghin cu th trng th gii1. Th trng th giiL tp hp cc th trng nc ngoi bao gm Th trng mc tiu v Th trng tim nngTh trng nc ngoi c hiu gm: + Th trng tiu th: Tr li cc cu hi: Ai l khch hng mc tiu? H mua g? Ti sao mua? Ai quyt nh vic mua? Mua nh th no? Khi no mua? Mua u? Nhu cu ca khch hng c c im chung l chu s tc ng ca: Yu t thu nhp, ng lc mua hng, Mi trng vn ho x hi, Yu t gia nh, Nhm nh hng

*Th trng th gii (t.t)+ Th trng cng nghip Mua sn phm lm u vo sn xut ra sn phm k tip Cc sn phm thng thy: my mc thit b, ph tng thay th, nguyn vt liu, nhin liu Chu nh hng nhiu ca Yu t kinh t hn l Vn ho x hi

+ Th trng chnh ph Gm cc n v t trung ng n a phng trong b my nh nc Mua theo s phn cng, c ch nh bi t chc cao hn Chu nh hng bi cc yu t trong chnh sch pht trin v m

*I. Nghin cu th trng th gii (t.t)2. Nghin cu th trng th giiL qu trnh thu thp ti liu v cc thng tin v cc th trng khc nhauTin hnh so snh, phn loi, phn tch cc thng tin d on v xu hngL bc quan trng, cn c ra cc quyt nh v marketing ng nKt qu sau cng ca nghin cu l xy dng Bng k hoch hnh ngCng tc ny i hi chi ph kh cao, tn thi gian v mo himCn c cc bc thc hin bi bn, c th, r rng v kh thi

*I. Nghin cu th trng th gii (t.t)3. Cc vn cn thit trong nghin cu th trng th gii+ Cn gii quyt 5 vn c bn sau:Vn 1: Xc nh th trng trin vngVn 2: Xc nh mc cnh tranh hin ti v tng laiVn 3: p dng nhng phng thc mua bn ph hp vi th trngVn 4: Thu thp thng tin chnh xc, kp thi v y v th trngVn 5: Tm ra quy lut hot ng ca th trng D bo v ln v mc bin ng ca th trng c chin lc marketing ph hp

*Cc vn cn thit trong nghin cu th trng th gii (t.t)+ Nhn din th trng tim nng qua 3 bcBc 1: Thu thp cc bo co thng k v Xut Nhp khu ca th trng xac nh r chng loi sn phm cn bn vo

Bc 2: Xc nh t 5 10 th trng tim nng nht cho sn phm ca cng ty

Bc 3: Chn ra t 3 5 th trng tiu biu nht, tim nng nht m sn phm cng ty c kh nng xm nhp cao nht

*I. Nghin cu th trng th gii (t.t)4. Ngun thng tin nghin cu th trng th giiNgun thng tin th cp: bao gm- Thng tin bn trong: Kt qu hot ng sn xut kinh doanh, tnh hnh xut nhp khu ca cng ty quc t, tnh hnh tn kho, lu tr hng hoThng tin v tnh hnh tiu th ca chng loi sn phm trn th trngThng tin tng qut v th trng mi

*Ngun thng tin nghin cu th trng th gii (t.t)- Thng tin bn ngoi: + Internet+ Cc t chc quc t nh WTO, WB, IMF, ADB Hay cc t chc theo ngnh nh OPEC, FAO+ Cc b, ngnh lin quan nh B thng mi, B nng nghip, B thu sn, B k hoch u t+ Cc c quan i din nc ngoi nh: i s qun, Tng lnh s, Tham tn thng mi+ Cc t chc xc tin, chuyn ngnh nh Phng thng mi v cng nghip (VCCI, AmCham), Hip hi chuyn ngnh, Cc trung tm xc tin thng mi v u t, Cc ngn hng, Cng ty t vn+ Sch bo, tp ch kinh t, thng mi, tp ch chuyn ngnh, nin gim thng k, thi bo ti chnh, bn tin kinh t+ Cc th vin quc gia, a phng, trng i hc, trung tm hay cc vin nghin cu kinh t, chuyn ngnh

*I. Nghin cu th trng th gii (t.t)Ngun thng tin s cp:Do chnh cng ty thc hin hay thu thc hinC gi tr xc thc cho mc ch ca cng tyTn nhiu chi ph, thi gianGm cc hot ng:+ Quan st trn th trng: tin hnh quan st trc tip n i tng nghin cu hoc thng qua cc thit b h tr nh camera, my ghi m, u thu, trc tuyn+ Nghin cu thc nghim: th nghim cc gi thit n cc nhm th nghim mc tiu nhm i chiu, kim tra cc gi thit cng nh tm ra s khc bit ca cc nhm khch hng mc tiu.+ iu tra: bng phng php phng vn, c thPhng vn tay i gia nh nghin cu vi i tng chnhPhng vn nhm i tng (Focus group)Phng vn qua in thoi, internet, th gi trc tip, cu truyn hnh

*I. Nghin cu th trng th gii (t.t)Cc lu khi thc hin Bng cu hi phng vn: Xy dng ni dung 1 cch khoa hc v i thng vo vn cn nghin cu Ngn ng ph hp vi th trng, khch hng mc tiu Ngi xy dng v ngi thc hin Bng phng vn phi hiu r nhau S lng cu hi, cc ch tiu, thang o cn phi cn nhc tnh ton k lng

Cc lu khi thu thp thng tin Th cp v S cp ti th trng nc ngoi: S cp nht thng tin, chnh xc t ngun cung cp Vic thu thp thng tin s cp c th gp tr ngi t chnh quyn a phng trong vic xin php, thi hn thc hin, n v thc hin, s dng ngun nhn lc a phng ra sao, cch thc tip cn, thi sn sng hp tc ca khch hng Vic s dng thu ngoi khi thc hin phng vn phi c s kim sot cht ch t pha cng ty cng nh xem xt nng lc thc s ca n v ra sao c lng trc nhng kh khn nh Trnh vn ho ca khch hng, Thi tit, Gi c thu nhn cng bin ng, C s h tng phc v ca th trng mc tiu

*II. Quy trnh nghin cu marketing quc t1. Xc nh vn v mc tiu nghin cuy l bc u tin, quan trng v khng th thiu trong nghin cu!Gip nh hnh ngay t lc u hng i ca nghin cuHiu v thy c vn u nhm tm ra gc r ca vn .Lp ra c Mc tiu nghin cu c th phi l g

*II. Quy trnh nghin cu marketing quc t (t.t)2. Xc nh cc thng tin cn thu thpTu theo vn v mc tiu nghin cu l thu thp ngun thng tin uCn lit k c th, r rng ngun thng tin ly t uCh vn s tin tng ca ngun thng tinCng tc lu tr v bo v bn quyn thng tin

3. Xc nh ngun thng tin v k thut thu thpC c t ngun S cp, Th cp v S dng cc phng phpK thut gm: Nghin cu ti bn, Hin trng, Quan st, Thc nghim iu tra, Phng vn v.v

*II. Quy trnh nghin cu marketing quc t (t.t)4. Thu thp thng tin: Ch k thut thu thp nhm m bo cht lng thng tin

5. Phn tch thng tinTp hp thng tin v s liu cn thit, sng lc nhng thng tin sai lchTin hnh x l, phn tch s liubng phng php thng k, m hnhCn phi kim tra vic x l s liu v m ho tnh ton cc ch tiu thng kNgi lm nghin cu cn trang b kin thc v: Thng k ng dng trong qun tr, Qun tr marketing, Nghin cu th trng, Phng php nghin cu khoa hc kinh t, Kinh t lng, Phn mm x l s liuCc phn mm thng s dng SPSS, AMOS, Excel, ANOVA

*II. Quy trnh nghin cu marketing quc t (t.t)6. Bo co kt qu nghin cuCu trc chung ca 1 Bng bo co kt qu nghin cu gm:Trang ba: Tn ti, Thi gian thc hin, n v ch s hu, n v thc hin, Ni thc hinMc lcDanh muc cc bngDanh mc cc ch vit ttTm tt bo coChng Tng quan: t vn , Mc tiu nghin cu, Phng php nghin cu, Phm vi nghin cu, ngha thc tin, Kt cu tiChng thc hin nghin cu: Trnh by phng thc thc hin, qu trnh thc hin, Kt qu nghin cu, Vic s dng cc bng biu, s liu, ra cc gii php, Thuyt minhChng kt lun v Kin ngh: Nhng vn rt ra t nghin cu l g. Trn c s ny, a ra cc kin ngh vi cc bn lin quanTi liu tham khoPh lcCc bng biu

*III. La chn th trng mc tiu 1. Gn lc s khiGip xc nh r rng nhu cu v sn phm hin ti v tim nng ca th trngCc yu t quan tm: Mi trng kinh t, Ti chnh, Chnh tr & Php lut, Vn ho X hi, Mi trng cnh tranhThit lp cc tiu ch gn lc da trn Mc ch, Mc tiu kinh doanhTrn c s gn lc nhng th trng trin vng nht i vi cng tyLoi b nhng th trng, sn phm km hp dn, khng kh thi

*III. La chn th trng mc tiu (t.t)2. Phng c th trng tim nngTh trng tim nng c nh gi thng qua tng th mc Cung CuNhu cu hin ti c tnh theo cng thc:

Trong : D: Nhu cu hin ti P: Khi lng sn phm quc gia sn xut M: Khi lng hng nhp khu X: Khi lng hng xut khuCc nhn t ny c tnh theo tng iu kin c th da trn: Yu t tm l, Li sng, S thch, Thin chKhi d bo v P, M, X th nhng thng tin cn phi kt hp xem xt mt tng th, khng nn xem xt ring l D = P + M - X

*III. La chn th trng mc tiu (t.t)3. Tuyn chn th trng mc tiuTp hp danh sch cc th trng cng ty nhm nKhn ngoan la chn nhng th trng cng ty hiu r v d dng thm nhp nht vi iu kin ca cng tyC th thc hin th im 1 vi th trng sau lm bn p vo cc th trng quan trng hnCc cng ty thng s dng Ma trn sc ht th trng v Sc mnh cnh tranh ca cng ty

*IV. Ma trn Sc thu ht th trng v Sc mnh cnh tranh cng tyMc ch:Dng nh gi sc hp dn ca th trngR sot k lng hn nng lc cng ty trc khi ln k hoch hnh ngGip xc nh v nh hnh r hn th trng mc tiuHoch nh cc chin lc marketing-mix thch hpThc hin:

*Sc ht th trng: a ra cc tiu ch, kt hp vi xc nh trng s v kh nng t c ca cng ty th hin qua thang im t 1 - 10 v a vo bng sau:

Nhm yu tTrng s (%)im (1 10)Tng cng1. Quy m th trng 2. Tng trng th trng 3. S bin ng th trng 4. iu kin cnh tranh 5. iu kin ngn cm th trng 6. Qui ch cu chnh ph7. n nh chnh tr & kinh t Cng 100

*Sc cnh tranh ca cng ty: gm cc tiu ch, kt hp vi xc nh trng s v kh nng t c ca cng ty th hin qua thang im t 1- 10 v a vo bng sau:

Nhm yu tTrng s (%)im (1 10)Tng cng1. Th phn2. Kh nng, trnh Marketing3. S ph hp cu sn phm 4. Hnh nh cu cng ty 5. S d m ph

6. V tr cng ngh7. Cht lng sn phm 8. S h tr sn phm 9. Cht lng cu h thng phn phi & dch v Cng100

*Ma trn sc thu hut quc gia va sc manh canh tranh cua Cong tyCaoThpCaoThpSc manh canh tranh cua cong ty Sc thu hut ca th trng

au t /tang trng

Chi phoi / giam au t lien doanh

Chien lc la chon

Thu hoach/ giam au t/ nhng quyen

*CHNG III: PHNG THC THM NHP TH TRNG TH GIINhng yu t nh hng n phng thc la chn

Cc phng thc thm nhp th trng th gii

La chn phng thc thm nhp

Rt lui v Ti thm nhp

*I. Nhng yu t nh hng n phng thc la chn Mi trng kinh doanh khc nhau Gia cc quc gia, cc th trng u c nhng c im khc bit nhauCc khc bit v: Vn ho, X hi, Chnh tr, Php lut, Phong tc tp qun, Thi quen tiu dng, Cc nghi thcTh trng no, Sn phm !

*I. Nhng yu t nh hng n phng thc la chn (t.t)c im cc trung gian Cc trung gian trong knh phn phi gm: Nh nhp khu (importer), Nh bn l (retailer), Nh bn bun/bn s (wholesaler), i l (agent), Ngi mi gii (broker)Trung gian s h tr c lc cho cng ty a hng n khch hng mc tiuCn nghin cu k lng c im, cch thc, iu kin lm vic v vn hnh ca tng loi hnh trung gianTm quan trng ca cc trung gian:+ H tr nghin cu marketing+ nh hng n cc ch tiu ti chnh+ H tr hot ng xc tin+ H tr cung cp dch v n khch hng+ nh hng n quyt nh sn phm+ nh hng n quyt nh v gi+ Lm cu ni Sn xut Tiu dng+ H tr nh sn xut p ng nhu cu a dng ca khch hng

*I. Nhng yu t nh hng n phng thc la chn (t.t)c im ca sn phm Mi cng ty, mi th trng c nhng loi hnh sn phm khc nhauTu thuc vo c im sn phm m cng ty nn chn knh phn phi thch hpCc c tnh sn phm nn xem xt:+ Sn phm d h hng: phng thc thm nhp gn lin vi iu kin bo qun sn phm tt, ng tiu chun+ Sn phm k thut cao: thit lp knh bn hng chuyn bit, c dch v sau bn hng+ Hng cng knh, qu kh, c bit: hn ch s ln bc d trong qu trnh vn chuyn, cn thit lp phng tin chuyn dng v chuyn gia ring bit

*I. Nhng yu t nh hng n phng thc la chn (t.t)Kh nng ca doanh nghip xut khu Xem xt n ni lc cng ty trong vic la chn phng thc thm nhpCng mt chng loi sn phm nhng cc cng ty khc nhau th phng thc thm nhp s khc nhauCc yu t ni lc: Kh nng ti chnh, Kh nng hoch nh v qun tr, Nng lc ngun nhn lc, Trnh marketing

*II. Cc phng thc thm nhp th trng th giiThm nhp th trng th gii t sn xut trong nc To ra ngun vn quan trng tho mn nhu cu nhp khu v pht trin sn xut trong ncy mnh xut khu kch thch s tng trng nn kinh t quc giaKch thch cc doanh nghip trong nc u t i mi trang thit b, cng ngh mi, nghin cu v pht trin sn phm miLm thay i c cu kinh t theo hng t hiu qu ti u tim lc quc giaGp phn nng cao mc sng ca ngi dn ti th trng ni aTng cng s hp tc quc t gia cc quc gia

*1. Thm nhp th trng th gii t sn xut trong ncXut khu gin tip (Indirect exporting)Khng i hi s tip xc trc tip gia Ngi mua nc ngoi v Ngi sn xut trong ncNh vo nhng t chc trung gian c chc nng xut khu trc tipThng s dng cho cc c s sn xut, cng ty quy m nh hay cha iu kin, kh nng v nghip v xut nhp khuCc hnh thc t chc trung gian:+ Cng ty chuyn xut nhp khu+ Khch hng nc ngoi+ Cng ty/n v u thc xut khu+ Mi gii xut khu+ Hng bun xut khu

*1. Thm nhp th trng th gii t sn xut trong nc (t.t)Xut khu trc tip (Direct exporting)Thc hin bi chnh cng ty t bn sn phm/dch v ra nc ngoiThch hp vi nhng cng ty thng tho nghip v xut nhp khu, c nhiu kinh nghim th trng nc ngoiem li li nhun cao cho cng ty nu am tng th trngi hi cng ty phi m trch ton b cc hot ng marketing xut khu nh: Chn th trng, Chn sn phm, B tr nhn s, Ti chnh, Cc th tc thnh cng trong xut khu trc tip, cng ty cn phi c b phn/n v/cng ty chuyn v xut khu, ng thi cn hnh thnh knh phn phi nc ngoi.+ T chc xut khu trong nc: B phn/n v xut khu, Phng xut khu, Cng ty con (chi nhnh) xut khu+ Knh phn phi nc ngoi: Chi nhnh bn hng, Kho bn hng nc ngoi, Cng ty con xut khu, i l/Nh phn phi nc ngoi

*Xut khu trc tip (t.t)+ Quy trnh la chn Nh phn phi nc ngoi:- Xc nh r Th trng, Khch hng tim nng- Phng vn khch hng tim nng bit h thng mua hng t Nh phn phi no- Hnh thnh cc tiu chun tuyn chn- Phng vn ring i vi tng Nh phn phi v la chn- Tin hnh d bo bn hng vi Nh phn phi c chn- Thng lng k hoch d tr- Thng lng hp ng bn hng- Thc hin xc nh Nh phn phi chnh thc/ph- Hun luyn cho nhn vin Nh phn phi v sn phm/dch v- Phi hp pht trin k hoch bn hng

*Xut khu trc tip (t.t)+ Cc tiu chun chn la Nh phn phi nc ngoi:- Kinh nghim thng trng- Th phn sn c Kh nng m rng- Cc sn phm ang kinh doanh- Quy m v nng lc cng ty- Kinh nghim bn i vi dng sn phm ca nh xut khu- Phng thc bn hng v cht lng lc lng bn hng- Kh nng d tr hng- Kh nng cung cp dch v sau khi bn- Kh nng t chc cc hot ng xc tin- Uy tn i vi khch hng- Vi tr kinh doanh- Quan h vi chnh quyn a phng- Ngn ng s dng- S sn lng hp tc vi cc i tc

*2. Thm nhp th trng th gii t sn xut nc ngoi ngha:Tn dng th mnh ca quc gia v ti nguyn, lao ng, s u iTit kim cc chi ph nh vn chuyn nguyn vt liu, phn phi sn phm, thm d th trngKhc phc nhng ro cn php l nh Thu xut nhp khu, hn ngch nhp khu.

*2. Thm nhp th trng th gii t sn xut nc ngoi (t.t)Cc hnh thc:+ Nhng giy php (Licensing)- Gm c 2 bn: Bn bn (Licensor) v Bn mua (Licensee)- Bn bn cho php Bn mua s dng cc b quyt cng ngh, quy trnh sn xut, kiu dng sn phm, bng sng ch, nhn hiu, biu tng, kin thc marketing theo nhng tho thun trong hp ng.- Mt s u Nhc im:

u imNhc imRi ro v thm nhp thpC th thm nhp vo nhng th trng b hn ch bi hn ngch nhp khu, thu nhp khu caoBn bn t kim sot c Bn mua so vi t lp nn c s ca ring mnhSau khi thi hn hp ng kt thc, Bn mua c th tr thnh i th cnh tranh trc tip

*2. Thm nhp th trng th gii t sn xut nc ngoi (t.t)+ Nhng quyn thng mi (Franchising)- Gm c 2 bn: Bn bn nhng quyn v Bn mua nhng quyn- Bn bn cho php v yu cu Bn mua c th t tin hnh vic mua bn hng ho, dch v m Bn bn s hu- Bn mua c quyn c phn phi sn phm hay dch v theo h thng tip th, c s dng thng hiu, biu tng, khu hiu, qung co v nhng biu tng thng mi khc ca Bn bn- Bn mua c nhim v tr tin nhng quyn, cc khon thanh ton, cc ngha v khc theo hp ng k kt- S dng ph bin trong cc ngnh: Thc n nhanh, Ca hng bn l, Xe hi, Nh hng, Bo tr, Xy dng, Khch sn

*2. Thm nhp th trng th gii t sn xut nc ngoi (t.t)+ Sn xut theo hp ng (Contract manufacturing)- L s hp tc v ch to hay lp rp sn phm do nh sn xut thc hin th trng nc ngoi- Mt s u Nhc im

u imNhc imRi ro v thm nhp thpGi thnh sn phm h nu gi nhn cng, gi nguyn vt liu v cc yu t u vo ti ni sn xut thp Doanh nghip s t kim sot c quy trnh sn xut nc ngoi Sau khi thi hn hp ng kt thc, doanh nghip c th v tnh to ra i th cnh tranh trc tip vi mnh

*2. Thm nhp th trng th gii t sn xut nc ngoi (t.t)+ Hot ng lp rp (Assembly operations)- S kt hp gia xut khu v sn xut nc ngoi- c th thun li, linh ng hn trong sn xut, doanh nghip c th lp c s lp rp ti nc ngoi- Doanh nghip c th ch ng trong vic xut khu linh kin, nguyn vt liu t trong nc hay t hng vi nhng nh sn xut ni a ngay ti c s ca mnh nc ngoi- Hot ng lp rp c th tn dng c ngun lao ng chi ph thp, t c th gim gi thnh sn phm

*2. Thm nhp th trng th gii t sn xut nc ngoi (t.t)+ Lin doanh (Joint venture)- L hnh thc t chc kinh doanh trong c 2 hay nhiu bn chung quyn s hu, quyn qun l, iu hnh hot ng v c hng quyn li v ti sn- u im: kt hp th mnh cc bn v k thut, vn, phng thc iu hnh, c s vt cht, h thng phn phi sn c- Nhc im: c th to ra cc mu thun khi iu hnh chung, cc quan im khc nhau v kinh doanh, sn xut, chin lc pht trin

*2. Thm nhp th trng th gii t sn xut nc ngoi (t.t)+ Cng ty con 100% vn- Thc hin khi doanh nghim c qu nhiu kinh nghim xut khu ti th trng no - Nu th trng nc ngoi ln th doanh nghip s lp c s sn xut nc ngoi- u im: tit kim chi ph vn chuyn, to sn phm thch nghi vi th trng, kim sot quy trnh sn xut tt hn- Nhc im: ri ro ln, vn u t cao

*2. Thm nhp th trng th gii t sn xut nc ngoi (t.t)+ Hp ng qun tr (Management contracting)- Doanh nghip trong nc s cung cp cho doanh nghip nc ngoi b quyt qun tr di dng xut khu dch v qun tr- y l hnh thc tham gia th trng th gii vi ri ro thp, gip doanh nghip c th to li nhun ngay t lc u- Hnh thc ny s c li cho doanh nghip xut khu dch v tha hng nhng u i mua c phn ca n v nhn. V d: tp on Hilton s dng hnh thc ny qun tr cc khch sn trong h thng ca mnh trn ton cu

*3. Thm nhp ti khu thng mi t do ngha:Tn dng nhng li th t chnh quyn a phng nh thu, chi ph thu t, thu nh xng r, gi nhn cng thpTrong khi ch mt th trng thun li, nh xut khu c th gi hng ho vo khu thng mi t do m khng phi ng thu nhp khu hay lm th tc hi quanCc doanh nhgip c th s dng c s ca mnh trong khu thng mi t do tp kt, lu tr hng ho v c th s ch, ng gi hng ho ca mnh trong 1 thi hn nht nh.

*3. Thm nhp ti khu thng mi t do (t.t)Cc hnh thc:+ c khu kinh t (Special economic zone)+ Khu ch xut (Export processing zone)+ Khu thng mi t do (Free trade zone)

*III. La chn phng thc thm nhp: 3 quy tc1. Quy tc n ginc xem xt khi cc hnh thc thm nhp phc tp kh p ng tng th trng c thQuy tc ny b qua nhng iu kin thm nhp c th th trng nc ngoi, gin lc bt cc bc bi bnDnh cho cc doanh nghip khng kh nng thc hin cc hnh thc phc tp khc hay tm nhn hn hpQuy tc ny to ra s thiu linh hot v ngn cn cc doanh nghip khai thc trit nhng c hi ca th trng nc ngoi mang liDoanh nghip s s dng cc hnh thc nh xut khu trc tip, nhng quyn kinh doanh

*III. La chn phng thc thm nhp (t.t)2. Quy tc thc dngDoanh nghip s bt u thm nhp th trng nc ngoi bng hnh thc t ri ro trcNu hnh thc thm nhp khng kh thi hay khng th mang li li nhun mong i th doanh nghip s tm kim cch thc thay thRi ro trong tng hnh thc thm nhp s c ti thiu ho trn c s xem xt, nh gi thc t Quy tc ny s s lm cho chi ph c hi mt i v doanh nghip s phi mt nhiu thi gian hn cho vic thm nhp

*III. La chn phng thc thm nhp (t.t)3. Quy tc chin lcy l kt qu ca mt qu trnh xem xt, nh gi nhiu yu t khc nhau Cc yu t chin lc c xem xt: Mc ch thm nhp, Ngun lc sn c, u Nhc im ca tng hnh thc, iu kin th trngQuy tc ny da trn s thay i ca yu t mi trng kinh doanh trong tng thi im quyt nh hnh thc thm nhp

*IV. Rt lui v Ti thm nhp Rt lui:Do iu kin mi trng kinh doanh, mi trng marketing quc t thay i Do chnh sch hay chin lc doanh nghip thay iDo cc ri ro khch quan: Chnh tr, Lut php, Thin taiDo b thu tmV d: Nissan thm nhp vo c nm 1976. Nm 1989, Nissan l thm hi v rt khi th trng ny

*IV. Rt lui v Ti thm nhp (t.t)Ti thm nhp:Khi mi trng kinh doanh, mi trng marketing ca th trng thay i theo hng thun liKhi doanh nghip mun tm kim li c hi khai thc cKhi cc yu t khch quan thay i theo hng c li cho doanh nghipV d: Coca-Cola tng vo th trng n v rt lui vo nm 1977. Nm 1993, cng ty vo tr li th trng ny

*CHNG IV: CHIN LC SN PHM QUC T K hoch pht trin sn phm Tiu chun ho v thch nghi ho sn phm Bao b sn phm quc t

Nhn hiu quc t

nh v sn phm quc t

*I. K hoch pht trin sn phmPht trin hoc thm sn phm mi Doanh nghip c th xut khu sn phm sn c t trong ncDoanh nghip c th mua li (acquisition) mt cng ty, mt bng sng ch, mt giy php sn xut mt sn phm ang thnh hnh no Vd: Unilever mua li thng hiu kem P/S ca cng ty Phng ng Cng ty xe my Hoa Lm (Vit Nam) mua li quyn s dng thng hiu ng c xe my Daelim (Hn Quc)Doanh nghip c th thc hin t nghin cu v pht trin sn phm miCch thc khc c th thc hin l sp nhp gia 2 hay nhiu sn phm, cng ty to ra mt sn phm hay cng ty miVd: Sony v Ericsson kt hp vi nhau to nn thng hiu TD ni ting v thnh cng, Sony Ericsson.Doanh nghip cng c th m phng cc sn phm thnh cng khc theo cch ca mnhDoanh nghip c th pht trin sn phm hay dng sn phm dnh ring cho 1 th trng no Vd: Sunsilk B kt; McDonalds Hamburger c ti n

*Cc giai on pht trin sn phm mi+ Khi ng tngTm kim tng t Bn trong (nhn vin, nh cung cp, i tc) v Bn ngoi (khch hng, i th cnh tranh, sn phm thay th)Cc ngun khc: Phng tin thng tin i chng, S gi m ca chnh quyn a phng v 1 chng loi sn phm/dch v, S h tr t cc trung gian marketing, Hi ch thng mi, trin lm c tng tt, doanh nghip cn xc nh r mc ch tham gia th trng nc ngoi tng tt phi c kho st th trng, cp nht thng tin, nhu cu th trng

*Cc giai on pht trin sn phm mi (t.t)+ Thm tra tngThit lp cc tiu ch, tiu chun sng lc, nh gi tng kh thiCc tiu chun c th l Chi ph sn xut, Li nhun, Gi thnh, Yu cu v phn phi, Vn chuyn, Lu tr Cc tiu chun thm tra tng s khc nhau nhng th trng khc nhauTrong hot ng marketing quc t, vic thm tra tng phi da trn c im ca tng th trng c th i vi tng sn phm/dch v c th

*Cc giai on pht trin sn phm mi (t.t)+ Phn tch kinh doanhSau khi chn lc cc tng kh thi cn tin hnh phn tch kinh doanh chun b trin khaiPhn tch kinh doanh gm: D on cc chi ph, Doanh s, Li nhun, Nng lc sn xut, Th trng, Cnh tranhVic phn tch kinh doanh da trn nhng thng tin c c t th trng c thi hi s tham gia tch cc ca Nh phn phi, Chi nhnh, Cng ty con, i tc, Nh cung cp tng th trng khc nhau th Phn tch kinh doanh s khc nhau

*Cc giai on pht trin sn phm mi (t.t)+ Trin khai sn phm/dch v tng sn phm/dch v kh thi nht s c trin khaiVic trin khai thc t c th thay i hay khc hon ton so vi hoch nhCc tiu chun nh gi khi trin khai: tin cy, S p ng, an ton, Kh nng phn phi, vn chuyn, Chc nng, cng nngCn tnh ton c th cc chi ph khi trin khai thc hin

*Cc giai on pht trin sn phm mi (t.t)+ Th nghim trn th trngL giai on m sn phm/dch v v chng trnh marketing c a vo hon cnh thc t y l giai on kim nghim trc khi doanh nghip quyt nh b ra chi ph sn xut v marketing vi s lng lnTrong trng hp doanh nghip c nhiu th trng nc ngoi th chi ph th nghim s hao tn lnDoanh nghip c th th nghim mt vi th trng tiu biuV d: Cc tp on ln thng dng th trng Thi Lan th nghim trc khi vo th trng cc nc ASEAN; Dng Brazil th nghim th trng Nam M

*Cc giai on pht trin sn phm mi (t.t)+ Thng mi hoL bc quyt nh sau cng sn phm c mt trn th trngCho doanh nghip thy r hn bc tranh v li nhun v chi ph trn th trng c thVic thng mi ho cn tr li 4 cu hi: Khi no? u? Cho ai? Bng cch no?

*I. K hoch pht trin sn phm (t.t)2. Thay i sn phm hin c Khi sn phm/dch v ri vo giai on Bo ho hay Suy thoiVic thay i thng da trn 3 cp : Phn li Bao b Dch v b trVd: Cc hng xe my Vit Nam thng thay i kiu dng p ng th hiu khch hngVic thay i thng b chi phi bi cc quyt nh v tiu chun ho hay thch nghi ho ca doanh nghipThng thng, cc sn phm bn th trng nc ngoi thng c iu chnh da trn cc sn phm c sn trong ncHot ng nghin cu v pht trin sn phm mi lun c khuyn khch t cc doanh nghip

*I. K hoch pht trin sn phm (t.t)3. Tm ra cng dng mi ca sn phm Gip doanh nghip duy tr v tr, nng cao nng lc cnh tranh v m rng th trngVic tm ra cng dng mi c th khng yu cu phi iu chnh hay thay i sn phmCng dng mi ca sn phm c th bt ngun t Kho st khch hng, Nghin cu sn phm, kin ca nhn vin, nh cung cp, nh phn phi, trung gian marketingMt s cch thc c th gip nh marketing pht hin ra cng dng mi ca sn phm:+ Gii tnh: Sn phm dnh cho N th Nam c th dng c khng? V d nh du gi u, gel tc, cht kh mi, nc hoa+ Thu nhp, thnh phn x hi, phong cch sng V d nh laptop, xe hi gi r, thi trang+ S kt hp cng nng ca nhiu sn phm li vi nhau. V d TD c camera, xem phim, lt web+ Cng nng sn phm c s dng vi nhiu mc ch khc. V d My n c th ch to thnh my pht in; Camera thng thng c th hon ci thnh camera an ninh

*I. K hoch pht trin sn phm (t.t)4. Loi b sn phm Khi sn phm khng cn thch hp vi th trng na v n s to ra gnh nng cho doanh nghipKhi sn phm vo on suy thoi v cn c thay miCn thit lp tiu ch, tiu chun loi b sn phmTrc khi quyt nh loi b sn phm cn c s cn nhc k lngDoanh nghip c th linh hot iu phi sn phm theo tng th trng khc nhau da trn Chu k vng i sn phm

*II. Tiu chun ho v thch nghi ho sn phm Tiu chun honh ngha:L vic a mt loi sn phm/dch v cho nhiu th trng nc ngoiSn phm/dch v ny c th ang c tiu th trong nc hay miL vic gn lin vi hot ng Chin lc ton cu ca doanh nghipTho mn 2 tiu ch:+ Tho mn nhu cu th trng trong nc+ Tho mn nhu cu chung ca cc th trng nc ngoi

*Tiu chun ho (t.t)c im ca Tiu chun ho:Thng thch hp vi nhng sn phm cng nghip, nguyn liu th, hng xi bn, sn phm cng ngh cao, dch v thng dng, dch v c chun ho V d: Khch sn 5 sao, Mng TD GSMTho mn nhng tiu chun, i hi ring bit ca nhng th trng khu vc hay ca th giiGip nh sn xut tit kim chi ph t li th quy mNh s pht trin ca cc phng tin truyn thng, sn phm/dch v c nhiu ngi tiu dng trn th gii bit n nn c th to ra th trng chungS khc bit v Mi trng, iu kin t nhin, Kinh t, Vn ho, Cnh tranh, Chu k sng ca sn phm, Knh phn phi, Php lut to nn ro cn cho s Tiu chun ho.

*II. Tiu chun ho v thch nghi ho sn phm (t.t)2. Thch nghi ho nh ngha:L vic tho mn ring bit nhu cu ca tng c nhn, t chc, th trng trong vic thit k, sn xut v cung ng sn phm/dch vL do dn n vic thch nghi ho l theo quan im, nhu cu tt nht v s tho mn ring t ca khch hng i vi sn phm/dch vc chia ra lm 2 loi:+ Thch nghi ho bt buc: theo tiu chun, i hi ring ca th trng+ Thch nghi ho t nguyn: doanh nghip t iu chnh sn phm/dch v ca mnh chng thch nghi vi th trng

*Thch nghi ho (t.t)c im:Gip doanh s bn ca doanh nghip tngDoanh nghip cn xc lp mc ch, mc tiu v cc chin lc c th, r rng l tt vic thch nghiCh ph cho cng vic ny i hi cao v mt nhiu thi gian, cng scTu thuc vo cc yu t: Cnh tranh, Th trng, Sn phm, Nng lc ring c ca doanh nghip

*Chuan hoa hay Thch nghiCac yeu to thuc ay Chuan hoaQuy mo kinh te trong san xuatTnh kinh te trong R&DTnh kinh te trong tiep thRut ngan hp nhat kinh te toan cauCanh tranh toan cauCac yeu to thuc ayThch nghiLam khac biet cac ieu kien s dungCac anh hng cua luat le va chnh phuLam khac biet hanh vi tieu dungCanh tranh a phngTheo quan iem tiep th

*III. Bao b sn phm quc t1. Chc nng ca bao b sn phm quc tGip sn phm nhanh chng thch nghi v thm nhp th trng nc ngoiTho mn cc chc nng chnh ca bao b: Bo v, Thng tin, Qung b trng by, Vn chuyn, Bo qun.Ph hp cc yu cu ca th trng ring bit v th trng chung

*III. Bao b sn phm quc t (t.t)2. Cc yu cu: tho mn ch VIEWVisibility (Phn bit): gip phn bit gia cc sn phm cng loi, sn phm cnh tranh v kch c, mu m, mu sc, b nhn dinInformation (Thng tin): cung cp v tn sn phm, c im, thnh phn, nh sn xut, hn s dng, hng dn s dng, cc cnh boEmotional impact (Hp dn): to c n tng, s thu ht, s khc bit, ni tri, s ghi nh thng qua thit k, mu sc, cht liu, cch trnh byWorkability (Tin dng): phi bo m chc nng bo v sn phm, kh nng vn chuyn, bo qun, lu tr v s dng vo nhiu mc ch khc thng qua cht liu, cch thit k, s chun ho.

*Ma so, ma vach: Co 2 he

EAN ( European Article Numbering )

UPC ( Universal Product Code )

*III. Bao b sn phm quc t (t.t)3. Tiu chun ho v thch nghi ho bao b quc tTiu chun ho:Xem xt loi bao b no c th s dng cho nhiu th trngTu theo chin lc ring ca doanh nghip m c cch thc Tiu chun ho c th. V d: Th trng chung chu u c th s dng ting Anh v PhpVic tiu chun ho c th gip tng li nhun nh:+ Gim chi ph u t + S dng my mc cng ngh mi, sn xut hng lot, chi ph thp+ Vic tn tr, bo qun, lu chuyn hng ho gia cc knh phn phi thun li, d dng, chi ph thp+ Kh nng qun l, x l n hng thun li do c s thng nht chungNgy nay, cht liu bao b l yu t to nn s quan tm nhiu ca khch hng lin quan n vn mi trng, s dng lao ng V d: Ngi tiu dng chu u sn sng ty chay sn phm s dng sc lao ng tr em

*Tiu chun ho v thch nghi ho bao b quc t (t.t)Thch nghi ho:Quan tm cc vn : Ngn ng, Kch c, Hnh dng, Cht liu ring bit/theo yu cu, Thng tin, Cc quy nh ring ca ngnh/th trngCc nc c nn cng nghip pht trin quan tm nhiu n vn bao b kha cnh cht thi, ti ch, ti s dng V d nh th trng EU, M, Nht ch s dng nhng bao b thn thin vi mi trng

*IV. Nhn hiu quc t Gip khch hng nhn bit, phn bit sn phm/dch v gia cc doanh nghipTo lng tin, lng trung thnh ni khch hng ca doanh nghipTo ra s phong ph trong la chn v quyt nh mua ca khch hngTo ra li nhun gia tng cho doanh nghipTo nn v th cnh tranh mi cho doanh nghip, thc y sn xut trong nc pht trin v gp phn lm si ng th trng ton cuNhn hiu quc t cng gip cho doanh nghip khng ch c uy tn vi khch hng ton cu m gp phn lm tng gi tr ca quc gia.

*IV. Nhn hiu quc t (t.t)Bo v thng hiu L vic lm khng th thiu ca doanh nghip khi tham gia th trng ton cuVic bo v thng hiu khng ch ngn nga ri ro kin tng cho doanh nghip m n cn l s khng nh v tr thng hiuBo v thng hiu cn l vic phn nh v thc ca doanh nghip i vi thng hiu v s tn trng khch hng Th hin thng qua vic ng k v bo h nhn hiu trong nc v quc tVic bo h nhn hiu ph thuc vo h thng php lut ca mi nc thng th hi qua vic bo h quyn s hu cng nghip, thng hiu 1 s nc, cc nhn hiu vn c bo h cho d h khng cn ng k. V d i Loan, CanadaCc hip nh, tho thun gia cc nc cn m rng cho cc thng hiu nc ngoi. Mt s hip c quc t tiu biu: Cng c Paris, Hip c Madrid (xem thm SGK)Cc thng tin v vic ng k nhn hiu c cung cp bi cc c quan ca chnh phHin nay, ti cc quc gia v trn th gii c rt nhiu cc t chc, cng ty t vn lut v vic ng k bo h nhn hiu quc t

*IV. Nhn hiu quc t (t.t)2. Cc quyt nh v nhn hiu quc t a. Chn nhn hiu ttNi ln c li ch ca sn phmNi ln c cht lng sn phmD pht m, d nhn dng, d nhD phn bitKhng mang ngha ngho nn khi dch sang ngn ng khcp ng yu cu bo hD thch nghib. Xc nh s lng nhn hiu cho mt hng ca doanh nghipNhn hiu gia nhNhn hiu ring la nhn hiu

*Cc quyt nh v nhn hiu quc t (t.t)c. Cc thnh phn nh hng n la chn nhn hiu thm nhpNhu cu khch hngChin lc phn phi v xc tinMc cnh tranhLi nhun t tit kim theo quy mCc quy nh ca lut phpT chc ca cng ty

*Dan nhan: can chu y Mau sac

Bieu tng

Ngon ng

Yeu cau cua chnh phu

Li ch cua cty ( quang cao, truyen thong )

*IV. Nhn hiu quc t (t.t)3. Xy dng thng hiu quc t Cc yu cu khi xy dng thng hiu quc t:C nhn thc ng v y v thng hiuXy dng thng hiu phi nm trong k hoch chin lc marekting tng thMang tnh quc t hoPhi c ng k bo hKhng ngng nng cao cht lng sn phm/dch v cung ng cho khch hngCn nhn thc thng hiu l mt ti sn ca doanh nghip

* Cac cong cu nhan dang nhan hieu T ng rieng cho san pham Khau hieu Mau sac Bieu trng va bieu tng Cau chuyen ve doanh nghiep

*Bao ve nhan hieu 2 van ban quan trong: + Cong c quoc te ve bao ve tai san cong nghiep (1883) + Hiep c Madrid ve ang ky quoc te ve nhan hieu (1891)

*V. nh v sn phm quc t L mt thnh phn quan trng trong chin lc pht trin sn phm quc tL bc sau ca cc buc Nghin cu, Phn khc v La ch th trng mc tiunh v sn phm i lin vi vic Phn khc th trng v Hoch nh chng trnh marketing cho mi phn khcnh v tt s to n tng tt, c sc v i su vo tm tr khch hng

*V. nh v sn phm quc t (t.t)Theo Philip Kotler (1999), sn phm c nh v theo cch sau:Da trn mt hay nhiu thuc tnh sn phm: gi c, bn, c im ring. V d: hng hng khng gi r Tiger AirwaysDa trn li ch sn phm V d: OMO git trng sch o qun; PONDS V p rng ngi; Sunsilk B kt ng mt nh tDa trn cng dng sn phmV d: Red Bull c nh v l loi nc cung cp thm nng lng, tng sc chu ng, do dai c th.Da trn tng lp ngi s dng, nhm ngi s dngV d: Thi trang cao cp Louis Vuitton; H thng khch sn Sheraton dnh cho gii thng gia giu c; X-Men sn phm dnh cho nam giiSo snh vi i th cnh tranh: th hin im mnh, im khc bitV d sn phm 7-Up c nh v l loi thc ung gii kht khng c cht cocaTheo chng loi: xc nh mnh l ngi dn u v mt sn phm, lnh vc V d: Intel l nh sn b vi x l ln nht th gii; Kodak l nh sn xut phim chp hnh ln nht th giiTheo cht lng: sn phm c khch hng bo chng v cht lng duy nhtV d: Nc hoa No.5; Nc gii kht Coca-Cola; Tu du lch 5 sao Star Cruise; Xe Volvo Loi xe an ton

*CHNG 5: CHIN LC GI QUC TKhi qut v gi quc t

Cc yu t c bn tc ng n gi quc t

Cc chin lc gi quc t

Cc bc thit lp chin lc gi quc t

Quan h gia gi xut khu v gi hng bn ni a

*I. Khi qut v gi quc tnh gi khch hng cm thy h nhn c gi tr tng xng vi s tin b ranh gi thc hin trn c s Trc mt Lu di, hay Mc tiu chung Mc tiu ringnh gi v qun l chin lc gi trong marketing quc t phc tp hn nhiu so vi marketing ni a Cc vn cn quan tm:+ nh gi sn phm ging hay khc nhau gia cc th trng + Cc nh hng v kim sot gi n t th trng bn ngoi+ nh gi sn phm ti th trng nh hng nh th no n cc doanh nghip khcCc i tng lin quan n nh gi quc t:+ Ngi tiu dng trc tip hay ngi tiu dng cng nghip+ Nh bn bun, nh phn phi, i l nhp khu+ i tc lin minh chin lc+ Nh u thc, c quyn hay ngi c cp giy php+ Cng ty con, lin doanh, s hu 1 phn hay ton phn

*Khi qut v gi quc t (t.t)1. Tm quan trng ca chin lc giQuyt nh Thnh Bi trong kinh doanh quc t mi th trng khc nhau, hnh vi tiu dng khc nhau nn quan nim v gi cng khc nhauGi sn phm phi phn nh ng cht lng v gi trGi nh hng n Quyt nh mua v li nhun ca doanh nghipGi nh hng mnh m n cc chin lc cnh tranhCc yu t th trng nh hng n Gi: Thu, Chi ph, Thi , Cnh tranh, Bin ng tin t, nh gi ca ngnhTrong marketing, Gi c xem c tm quan trng trong 6 yu t. Ngoi ra cn c: R&D, Nghin cu th trng, Qun tr bn hng, Qung co v xc tin, Ngn sch marketing v kim sot.

*Khi qut v gi quc t (t.t)2. Nhng li thng thng trong nh ginh gi hon ton da vo chi phGi khng thay i linh hot vi iu kin th trngGi b tch ri khi marketing-mixGi khng thay i i vi nhng sn phm khc nhau nhng th trng khc nhau

*II. Cc yu t c bn tc ng n gi quc tNhng yu t bn trongChi phL yu t c bn trong nh gi thnh sn phmChi ph gm: nh ph v Bin ph mi th trng khc nhau, thng thng Bin ph thay i nhiuChi ph thng nh hng nhiu n li nhun mong iTrong marketing quc t, cn tnh ton n nhng chi ph n nh: Chi ph ngoi giao, Tin pht v chm tr, Chi ph thi gian, Hao mn qua thi gian, Mt hng, Cp bin+ Chi ph vn ti:Khc nhau mi phng tin: ng b, ng st, ng bin, Hng khng tu thuc vo c tnh sn phm, khi lng, thi gian v nh hng n quyt nh giSn phm dch v t b nh hng bi chi ph nyNgy nay, cc doanh nghip u tin hnh thu ngoi thc hin cng on ny+ Thu quan:c tnh da trn t l phn trm trn tr gi hng bao gm c chi ph vn chuyn, bo him (gi CIF, FOB)C th c tnh vo chi ph bn hngCc loi thu: Nhp khu, VAT, Tiu th c bit, Chng ph gi

*II. Cc yu t c bn tc ng n gi quc t (t.t)Chnh sch v chin lc marketing-mix ca doanh nghipnh gi xut khu nh hng bi trit l kinh doanh, chnh sch qun tr trong qu kh cng nh hin ti ca doanh nghipnh gi xut khu c tnh ton c trong Ngn v Di hnnh gi phi kt hp cng cc yu t khc lin quan n sn phm nh mu m, thit k, phn phi, bn hng, xc tin, qung coTc ng bi chin lc Ko yChnh sch gi cn l thuc vo hnh nh, tn tui v uy tn doanh nghip.

*II. Cc yu t c bn tc ng n gi quc t (t.t)2. Nhng yu t bn ngoi Nhu cu th trngGi c xc nh bi 2 yu t chnh: S sn lng v Kh nng thanh ton ca khch hngThng tin v chi ph Gi snThng tin v nhu cu th trng Gi trnThu hiu mi quan h: Gi Nhu cu (sc mua) i vi sn phm/dch vBi v th trng lun bin ng nn gi phi c iu chnh ph hpGi sn phm cn b iu chnh bi tc ng ca t gi

*II. Cc yu t c bn tc ng n gi quc t (t.t)Tnh hnh cnh tranho lng mc cnh tranh gip doanh nghip a ra mc gi ph hpTm hiu mc gi ca i th i vi tng loi sn phm/dch vNhng ng thi ca i th trc vic nh gi ca doanh nghipLun lun xem xt k lng cc chiu lm gi ca i thV d: Buy 1 get 1Cnh tranh cn xem xt kha cnh: i th tim nng!Kinh nghim: cnh tranh v gi khng an ton, nn cnh tranh v s khc bit!

*II. Cc yu t c bn tc ng n gi quc t (t.t)Nhng nh hng v chnh tr/h thng php lutXem xt tnh hnh kinh t v m v nhng ng thi ca chnh quyn s tiCc chnh ph u c chnh sch bo h hng ni a, chnh sch kim sot gi c, chnh sch kim sot t gi hi oi, chnh sch kim sot chuyn giCc h thng lut thng thng: Chng bn ph gi, Thu quan, Lut cng ty (Lut doanh nghip), Hn ch nhp khu mi ngnh ngh khc nhau cn xem xt h thng lut chi phi trc tip mnh

*III. Cc chin lc gi quc t 1. nh gi trn c s chi phDa hon ton vo chi ph + Li sut Li nhuny l phng php kh ch quan v b qua cc yu t Bn ngoi c gi cnh tranh tt, doanh nghip phi kim sot tt cc chi phNhc im: khng tnh n quan h Gi S lng Chi phVic nh gi theo chi ph s lm cho nh bn l khng sc ng u vi cnh tranh trc tipV d: Nhiu sn phm thc phm ca c kh bn trong siu th Vit Nam v gi nguyn gi nhp khu

*III. Cc chin lc gi quc t (t.t) 2. nh gi hin hnhLm cho gi sn phm/dch v st vi mt bng gi chungCch thc lm kh n gin: theo di gi trn th trng v tnh tonPhng php ny t ch trng n chi ph hay nhu cu ca sn phm/dch v i vi th trngi vi sn phm/dch v m th trng cha c th kh thc hin vic so snhV d: Kem Wall bt u ti thm nhp th trng Vit Nam v nh ra mc gi cc k hp dn, t 4.000 6.000 ng. Ch yu l ginh li th phn thiu nhi.

*III. Cc chin lc gi quc t (t.t) 3. nh gi ht vng (skimming pricing)nh mc gi cao nht c th cho sm phm/dch v b p cho nhng hn ch, kh khnMc tiu chnh: Ly li nhun cng sm, cng cao, cng tt!Thc hin cho phn khc cao cp hay khng quan tm n giThc hin trong ngn hnSn phm/dch v thng mang tnh khan him, mi l, sng to, tin phongKhi nh gi cao v dn ly li khon chi ph b ra th gi c xu hng gimV d: Cc dng sn phm Tivi LCD Samsung mi tung ra th trng thng s dng phng php nyGi cc dch v TDD hay cc Internet lc u rt caoGi bn cc sn phm phn mm thng cao vo dp mi raB sch Harry Potter nh gi rt cao, trong khi khch hng vn rt ho hc ch i!

*III. Cc chin lc gi quc t (t.t) 4. nh gi theo trt ng cuThc hin ging nh gi ht vng, tuy nhin thi gian s nhanh hn v c s xut hin ca cc i th hay cc sn phm/dch v cng loiThng c thc khi khi c s lm mi sn phm/dch vnh gi bt u t nhu cu th trng, sau gim dn theo chi phNhp gim sao cho ly c li nhun ng thi cng nhanh i th cha kp chen chn voc thc hin i vi cc cng ty c v tr trn th trng, cng ty thc hin phng thc ny ch yu ly li nhng g mtV d: Dch v TDD 3G ca Vinaphone Hng hng khng gi r Tiger Airways

*III. Cc chin lc gi quc t (t.t) 5. nh gi thm nhpnh gi thp c c th trng lni tng khch hng l ngi quan tm nhiu n gi cCch thc ny nhn mt tng th s gip cho th trng si ng hnV d: Dch v TD Beeline ch sau 2 thng xm nhp th trng Vit Nam c c trn 2 triu thu bao nh nhng gi gi cc hp dn!c im ca sn phm/dch v s dng phng php ny:@ Sn phm tiu dng ph thng, khng c im ni bt@ Th trng ln c th khuch trng cng ln@ Cng ty c ngun ti chnh mnh cnh tranh v gi v ti tr@ Nhy cm vi gi@ Ch ph sn xut c th gim mnh theo s lng sn xut ra

*III. Cc chin lc gi quc t (t.t) 6. nh gi ngn chnnh gi cc thp lm nn lng cc i thChi ph h do vic tng sn lng (sn xut hng lot)i khi doanh nghip chp nhn l gi th phn, uy tnDoanh nghip phi c tm nhn di hn v th trngV d: Toyota tung ra qu bom Innova (SGK)

*III. Cc chin lc gi quc t (t.t) 7. nh gi tiu ditMc tiu l loi bt cc i thThc hin theo phng chm c ln nut c bPhi tnh ton v s dng thn trng khng vi phm lut Chng bn ph giNu sn phm/dch v c khch hng ghi nh vi mc gi thp nht th vic tng gi s rt khTrong trng hp cc i th c th phn khng li vi mc gi thp hn na th cuc chin s to ra thng vong rt ln8. Khc: xem SGKCho thuBun bn i ng

*IV. Cc bc thit lp chin lc gi quc t 1. Phn tch tng thPhn tch cc yu t trn th trng c tc ng n gi: Nhu cu, Cnh tranh, Cc yu t kinh t v mXc nh th trng mc tiu v khch hng tim nngKt hp cc yu t vi nhau thy s lin i cng nh s tc ng

*IV. Cc bc thit lp chin lc gi quc t (t.t)2. Xem xt cc thnh phn marketing-mixLy gi lm trng tm xem xt s tc ng n 3 thnh phn cn lHnh vi tiu dng ca khch hng nhng th trng khc nhau s khc nhauCc cng ty thng thc hin nh v sn phm cho th trng trc ri mi xc nh giVic bn hng nc ngoi cng nh hng rt ln n chi ph knh v chi ph qun l knhCc cng tc qung b, khuyn mi cng s khc nhau nhng th trng khc nhau. V vy gi c cng khc

*IV. Cc bc thit lp chin lc gi quc t (t.t)3. La chn chnh sch nh giLinh hot tu vo tng thi im v tu theo chnh sch ca cng tyCc mc tiu chnh m cc cng ty thng theo ui nh gi:Ti a ho doanh s v sn lng bnDuy tr th phn mong munTi a ho th phnTi a ho li nhun hoc t sut li nhun l cc maxHn ch thp nht ri roDuy tr s tn tiThm nhp th trng nhanh hn, c hiu qu hnLoi b bt i th cnh tranhGim thiu tn kho hoc hng li thiXy dng thng hiu, hnh nh trn th trng

*IV. Cc bc thit lp chin lc gi quc t (t.t)4. nh mc gi c thTr li 2 cu hi: nh gi bng ng tin no? nh gi theo iu kin thng mi no?nh gi bng ng tin no? ph thuc vo:Mong mun ca nh nhp khuT gi hi oi thc t hay lc k hp ngKh nng chuyn i ca ng tin v cc lut l i kmS thng nht gia cc bn v ng tin thanh ton chungS thng nht ca cc n v trung gian thanh ton (ngn hng, mi gii, u thc)

*IV. Cc bc thit lp chin lc gi quc t (t.t)nh gi theo iu kin thng miCc loi gi thng thng: FOB, CFR, CIFCc h thng quc t: INCOTERMS 2000 (do Phng thng mi quc t - ICC ban hnh), H thng AFTD (do B thng mi M ban hnh 1941)La chn cc iu kin thng mi: Nh xut khu nn xem xt+ Nhng thng tin c c phc v cho vic tnh ton chi ph+ Nhu cu ca Nh xut khu v ng tin+ Nng lc thanh ton ca Nh nhp khu v loi tin yu cu+ Thi hn thanh ton (nh hng n li sut, chnh lch t gi, chi ph qun l, lm pht, trt gi)+ S so snh gi c gia cc Nh xut khu ca Nh nhp khu+ Vn chuyn i ng tin+ Nhng quy nh ca nc mnh v nc nhp khu v vn thanh ton, loi ng tin giao dch cho php, chnh sch qun l ngoi t

*V. Quan h gia gi xut khu v gi hng bn ni a 1. Gi xut khu thp hn Gi ni aMc ch l tm cch thm nhp vo th trng nc ngoiSn phm/dch v khng nhn c s quan tm ti sn nhC th, Nh xut khu tn dng c li th so snh trong sn xutS u i v thu ca chnh quyn a phng trong vic xc tin qung b sn phm a phng ra nc ngoiThc hin theo nhng tho c c k kt trong cc vn kin thng mi quc t trong vic h tr giChi ph qun l, iu hnh khi bn th trng bn ngoi c th thp hn so vi thc hin ti th trng ni a

*V. Quan h gia gi xut khu v gi hng bn ni a (t.t)2. Gi xut khu cao hn Gi ni aChi ph ban u khi thm nhp qu lnVic u t v bao b, dy chuyn sn xut ln hn nhiu so vi hng bn trong ncB p nhng khon chi ph trung gian: li sut, hoa hng, ph u thcB p cho nhng ri ro: mt hng, cp bin, tht lc, chy n, thin taiC th, khch hng nc ngoi chung mt hng v vic nh gi cao s lm tho mn hay ngang vi mt bng chung

*V. Quan h gia gi xut khu v gi hng bn ni a (t.t)3. Gi xut khu bng Gi ni aTo tm l tin tng, trung thnh vi khch hng ni aKhng lo ngi n vic b kin Bn ph gi th trng nc ngoiD dng iu chnh gi khi cn thitThc hin khi th trng v sn phm giai on l tng

*V. Quan h gia gi xut khu v gi hng bn ni a (t.t)4. Gi khc bitnh hng bi yu t khc bit nhau cc th trng khc nhauThc hin khi th trng c phn chia 1 cch hiu quCh n cc yu t: S cnh tranh bn trong mi th trng, T l nh ph/bin ph, S n nh v nhu cu th trng ni a, Chin lc marketing no c ng dngThng thy cc sn phm/dch v chuyn bit dnh cho phn khc chuyn bitGi khc bit c th b nh hng theo thi v hay theo maC th p dng Gi khc bit cho tng loi khch hng ring bit: Khch hng truyn thng, Khch mua vi s lng ln, thng xuyn, Khch hng chnh ph, Khch hng c bit khc

*CHNG VI: PHN PHI SN PHM QUC TNhng yu t nh hng n hot ng phn phi sn phm quc t

Knh phn phi sn phm quc t

Qun tr h thng phn phi quc t

Thm nhp vo knh phn phi nc ngoi

Phn phi vt cht ca sn phm quc t

*I. Nhng yu t nh hng n hot ng phn phi sn phm quc tCc yu t mi trng kinh doanh khc nhau Nhng khc bit c bn v: Vn ho, X hi, Chnh tr, H thng php lut, Phong tc tp qun, Thi quen tiu dng nh hng n t chc knh phn phiMi trng kinh doanh khc nhau nn Mc tiu kinh doanh cng khc tc ng n t chc phn phiH thng phn phi cn thay i thch ng vi tng iu kin c th, khng nn cng nhc p dng

*I. Nhng yu t nh hng n hot ng phn phi sn phm quc t (t.t)2. Khong cch a lnh hng n vic chn h thng v hnh thc phn phiTc ng n vic t chc cng vic trong kinh doanh, t chc vn phng i din, chi nhnh hay cng ty conKhi th trng qu xa tm vi hay tm kim sot ca cng ty th hn ch trong vic ra quyt nh, linh hot thch ng, x l thng tin kinh doanhLiu cm gp mm l hnh thc cc cng ty la chn t chc phn phi, pht trin sn phm, hot ng ra th trng quc t ph hp vi nng lcQun l tt h thng phn phi cc khong cch a l khc nhau l vic lm i hi nhiu k thut chuyn nghip

*I. Nhng yu t nh hng n hot ng phn phi sn phm quc t (t.t)3. c im sn phmi vi sn phm d h hng: bo m tin thi gian, nhanh, iu kin bo qun, s dng knh phn phi ngn hay trc tipi vi sn phm k thut cao: knh chuyn bit, dch v t vn, s dng dch v sau bn hng, nhng h tr nht thit

*I. Nhng yu t nh hng n hot ng phn phi sn phm quc t (t.t)4. Kh nng ca cng ty quc tNng lc qun tr, iu hnh ca cng ty nh hng quyt nh n s Thnh Bi trong vic t chc knh phn phiCc vn cng ty quc t cn quan tm:+ Xu hng phn phi mi nht trn th trng? Xu hng ny c nh hng n cng ty?+ Ai s i tc tt nht trong chui cung cp nhng th trng trng im?+ Nhng u/Nhc im ca cc i tc tham gia trong chui phn phi+ S lin h, ni kt gia cc thc th trong knh phn phi? Vi cng ty?+ Nhng a im no l ph hp nht vi sn phm/dch v cng ty?+ S p ng v cc dch v lin i ca cng ty n vi khch hng?

*II. Knh phn phi sn phm quc tThnh vin knh phn phi sn phm trong ncCng ty qun tr xut khuKhch hng nc ngoiNh u thc xut khuMi gii xut khuHng bun xut khui l xut khu ca nh sn xutT chc xut khu trc tip ca cng ty quc t

*II. Knh phn phi sn phm quc t2. Thnh vin knh phn phi th trng nc ngoia. Thnh vin ca nh sn xutChi nhnh bn hng xut khuKho bn hng nc ngoiCng ty con, Vn phng i dini l ni m cng ty c phn vn gp hay lin doanh

b. Thnh vin khng phi ca nh sn xuti l v nh phn phi nc ngoiTrung gian nhp khu, Nh u thcNh bn bun, bn l nc ngoiNh bn bun, bn l th ba hay hn na

*III. Qun tr h thng phn phi quc tng vin, khuyn khch cc thnh vin trong knhMi cc thnh vin c lin quan tham d hi tho, hi ngh hng nm gii thiu sn phm miKhch l thnh vin trong knh bng hin kim, hin vt, mc thng caoH tr cc thnh vin v cc nghip v t chc knh, qun tr knh, qun tr tn kho, qun tr chui cung ng chuyn nghipT chc cc chng trnh c bit hun luyn nghip v cho lc lng bn hng trong knh phn phiThc hin trao i thng tin v sn phm, th trng gia cc thnh vin trong knh v vi nh sn xutS dng hiu qu cc phng tin truyn thng lin lc phc v cho vic t chc knh phn phi nh website, in thoi, internet

*III. Qun tr h thng phn phi quc t2. Kim sot cc thnh vin trong knhS dng 2 bin php chnhMt l, phn nh r trch nhim ca mi thnh vin cng nh pht huy cao nht kh nng bn hng trong knhHai l, thc hin trao quyn v phn quyn hp l sao cho va tng tnh ch ng, sng to nhng vn kim sot c hot ng

*IV. Thm nhp vo knh phn phi nc ngoiKnh kh thm nhpXy ra thng xuyn i vi cc cng ty mi vo th trng hoc cha tm thy hng thm nhp thch hpTrong trng hp ny, cn s dng chin lc Koi vi sn phm cng nghip, thng qua vn phng i din hoc i l nc ngoi thu ht khch hng

*IV. Thm nhp vo knh phn phi nc ngoi2. Hnh thc PiggybackingCng ty tin hnh k hp ng vi i tc bn sn phm cho cng 1 phn khcSn phm vn gi nguyn tn v cng ty vn kim sot c chin lc marketing

*IV. Thm nhp vo knh phn phi nc ngoi3. Nh sn xut trang thit bCng ty quc t s k hp ng vi cng ty a phng bn sn phm ca mnh di thng hiu ca cng ty a phngCng ty Vit Nam c th s dng hnh thc ny bn hng vo th trng th giiKhi kinh doanh pht trin, khch hng nhn nhn cht lng sn phm tt th s tin ti xy dng v pht trin thng hiu

*IV. Thm nhp vo knh phn phi nc ngoiLin doanhMua li c sKhi s doanh nghip miKhc

*Phat trien chien lc phan phoi quoc teChien lc phan phoi gan vi cac chien lc san pham, chien lc gia va chien lc xuc tien

Trong pham vi chien lc phan phoi can quyet nh cac noi dung:+ Mat o cua kenh (density)+Chieu dai cua kenh ( length )+ Lien ket cac thanh vien trong kenh (alignment )

*Mat o cua kenh So lng c s ban hang cua san pham la the hien mat o cua kenh phan phoi + Mat o kenh phu thuoc vao hanh vi mua hang cua khach hang + Ngi tieu thu mua mot so san pham co s khac nhau gia cac nc

*Chieu dai cua kenh La so trung gian tham gia vao kenh nham chuyen hang hoa t ngi san xuat en ngi tieu thu Chieu dai cua kenh phu thuc vao ba nhan to:+ Mat o kenh+ Khoi lng mua hang trung bnh+ co san cac thanh vien trong kenh

*V. Phn phi vt cht ca sn phm quc tTheo tnh ton ca cc chuyn gia, cc chi ph lin quan n phn phi quc t thng chim 1/5 doanh s ca cng tyTheo tc gi Vern Terpstra (1988) khi tin hnh phn phi sn phm hu hnh cn lu 1 s vn sau:1. Nhng hn ch ca nc xut khuLin quan nhiu n yu t nng lc sn xut cung ng ra th trng bn ngoiS kim sot ca chnh ph nc nh, cc h thng lut lin quan, hi quanChng lai hng ho/dch v c php xut

*V. Phn phi vt cht ca sn phm quc t2. Hn ch nhp khu ca th trng nc ngoi Bn thn cc nc nhp khu u c ch bo h mu dch cho sn phm, dch v ca hHai ro cn chnh thng thy l: Thu quan v Hn ngch (quota)

*V. Phn phi vt cht ca sn phm quc t3. Vn ti bin v bo him Lin quan n loi hp ng, cch thc hot ng, chi ph v cc th tcNgy nay, cc cng ty thng s dng dch v thu ngoi thc hin

*V. Phn phi vt cht ca sn phm quc t4. B chng t xut khu: y v minh bch5. i l giao nhn nc ngoiThc hin cc cng on giy t, th tc, bo him, vn chuynDo c nhiu kinh nghim v nhiu khch hng thc hin cng lc nn h thc hin kh l tng v chi ph cng thp6. ng gi xut khuLin quan n chng loi sn phm, c tnh sn phmCh n yu t thi tit, thin tai v nhng him ho kh lng trc

*CHNG VII: CHIN LC XC TIN QUC TNhng ro cn trong xc tin thng mi quc tNhng quyt nh xc tin quc tQung co quc tQuan h cng chngKhuyn miBn hng c nhnChin lc v Chng trnh xc tin quc t

*I. Nhng ro cn trong xc tin thng mi quc tKhi nimXc tin l 1 trong nhng hot ng ct li ca marketing quc tL hot ng cung cp thng tin hng dn, thuyt phc quyt nh mua sm ca khch hngGi cc thng ip n th trng mc tiu v sn phm v dch vPht trin thi , s nhn nhn tch cc ca khch hng i vi sn phm v hnh nh doanh nghipGip thay i nhng suy ngh, hnh vi ca khch hng theo hng c li cho doanh nghipH tr c lc cho cng tc bn hng

*I. Nhng ro cn trong xc tin thng mi quc t2. Nhng ro cn trong xc tin thng mi quc t

A. Lut phpCc quy nh ring bit v qung co, truyn thng ca mi th trng khc nhau, v vy tc ng n vic trin khai cc chng trnhV d: Dc nghim cm s dng ting nc ngoi s dng cho hot ng xc tin c khng cho php nhp khu phim qung co do nc ngoi thc hin, tr khi phim c s tham gia hay sn xut bi ngi c Ti Hn Quc, qung co so snh gia 2 sn phm l b cm Ti nhiu u trng th thao quc t, qung co thuc l b cm.Nhng quy nh php lut cho ring hay lin quan n cc phn khc th trngV d: Vng Flemish (B), cm qung co trong thi gian 5 pht trc v sau chng trnh dnh cho thiu nhi Trong nhng nm thp nin 90, ti Thu in v Na Uy c lut cm qung co trn truyn hnh hng n tr em di 12 tui

*I. Nhng ro cn trong xc tin thng mi quc tB. Vn hoDo s khc bit v nn tng vn ho cc th trng, hot ng xc tin cng phi thch nghiV d: Mu tm c kt hp vi yu t t ca sn phm Nht, Trung Quc v Hn Quc. Trong khi ngi M xem mu tm l tng trng cho s r tin Ngi theo o Hindu xem mu cam l thing ling nht a s cc dn tc trn th gii nhn nhn mu v en th hin s uy quyn, t tin v sang trng. Xe mu , en mc tin hn mu khc.Truyn thng trong marketing quc t c gi l truyn thng xuyn vn hoC th cc quc gia khc nhau nhng c nhng nt tng ng v vn hoV d: Cc nc cng ng chu u Vit Nam v Trung Quc c nhiu nt vn ho tng ngCh n ngn ng khng li th hin trong cc hot ng xc tinCc vn v t tng, tn gio, trit l, bn sc dn tc, truyn thng, phong tc tp qun rt nhy cmHnh vi tiu dng cng thuc phm vi vn ho TD: Hoa Ky, Tang c xem nh mot loai thay the nc cam; Phap c xem nh mot loai nc mat v ngi Phap hiem khi uong nc cam vao buoi iem tam; Philippines, Tang c xem nh mot loai nc uong cao cap; Brazin c xem nh mot loai nc 1oai gia thap.

*II. Nhng quyt nh xc tin quc tHn hp xc tin quc t: gmQung co quc tBn hng c nhnKhuyn mi quc tTruyn thng quc tNhng quyt nh v xc tin quc t xoanh quanh cc vn :Thng ip chnh l g? i tng mc tiu l ai?S dung phng tin truyn thng no?Thc hin ra sao? Chi ph bao nhiu?

*II. Nhng quyt nh xc tin quc t2. Mt vi yu t nh hng n xc tinCc vn bn trong, bn ngoi doanh nghip s c tc ng t nhiu n cc chng trnh xc tinKhi thc hin xc tin th trng nc ngoi, cn lu s dng chin lc Ko hay y cho ph hpCc yu t chnh nh hng n quyt nh hot ng xc tin:+ Ngun kinh ph dnh cho xc tin+ Chi ph ca tng hot ng xc tin+ Mc cnh tranh trong Ngn v Di hn+ c im ring bit ca sn phm, dch v+ Phng thc thm nhp th trng+ c im th trng+ Nhng ngun lc h tr cng tc kim tra, gim st xc tin+ Quy m ca tng phn khc th trng+ c im, phm vi v nng lc ca cc phng tin truyn thng

*II. Nhng quyt nh xc tin quc t3. Nhng nguyn nhn ca truyn thng khng hiu quThng ip khng t n i tng mc tiu nh d nhThng ip khng c hiu nh d nhThng ip khng lm cho i tng mc tiu thc hin hnh vi nh d nhS tham gia ca cc bn trong chng trnh khng hiu quNh lm marketing quc t khng c nng lc v trnh thc hin

*III. Qung co quc tKhi nimL vic s dng nhng cch thuyt phc, a thng ip qung co n nhng th trng khc nhau trn phm vi ton cuGip y mnh vic tiu th sn phm trong ngn hn v di hn ti nhiu th trng khc nhauXy dng nhn thc v sn phm trong ngn v di hnTo c hi cho sn phm/dch v tip cn cng nhiu th trng cng ttGip gn kt cc th trng vi nhau thng qua nhng nt tng ng v vn hoV d: Qung co Mc Donalds ti nhiu quc gia c nn kinh t pht trinGip doanh nghip tit kim chi ph (chun ho qung co) cng nh ci thin h thng phn phi

*III. Qung co quc t2. Mi trng qung conh hng nng bi yu t Php lut, Vn ho, x hi m ca th trng qung co ngay ti th trng mc tiuS si ng ca cc sn phm cnh tranhS p ng ca cc phng tin cng nh cc nh cung cp, i tc trung gian h tr

*III. Qung co quc t3. Thng ip qung co quc tNn xem xt Chun ho hay Thch nghi hoCc yu t quan tm khi Chun ho hay Thch nghi ho:+ c im th trng mc tiu+ nh v sn phm+ Mc tiu hay ch chnh ca chin dch+ Mc tiu s dng phng tin+ S chn la, s phi hp cc phng tin+ Thc hin c tnh sng to

*III. Qung co quc t4. Chun ho v Thch nghi ho qung co quc ta. Chun ho qung co quc tu im: th hin trn phm vi rng, ch ph thp v lan to nhanhHn ch: nh ng, khng ph hp vi th trng mc tiu, c th to phn ng ngcC 2 dng: Qung co theo nguyn mu v Qung co chun ho theo muV d: Bia Miller (M) s dng mu qung co chung cho ton cu Hnh nh Thin thn hng (sn phm du x Comfort, Unilever) s dng qung co cho th trng Vit Nam, Thi Lan Knorr s dng mu qung co chung cho th trng ASEAN, ch c phin dch sang cc th ting cho ph hp Hng khng Finnair

*III. Qung co quc tb. Thch nghi ho qung co quc tThay i thng ip qung co thch ng vi tng th trng mc tiuu im: thch nghi vi tng th trng ring bitKhuyt im: chi ph u t tn km, sc lan to hn hpV d: Sn phm du gi u ca P&G qung co ti Anh xy dng thng ip Gu ang tr chuyn sau lng bn, trong khi Php gu c xem l vn nn v cn s chia s, cm thng hn l ch giu! Xe hi Kia Morning ti th trng Vit Nam

*III. Qung co quc t5. Phng tin qung co quc ta. Phng tin quc tHnh thc thng dng: cc n phm (bo, tp ch, tp san chuyn ngnh), bo in t, h thng truyn hnh cp, truyn hnh v tinh v.vHnh thc c bit: cc nghip on, t chc trung gian c lp (trung tm xc tin u t, phng thng mi v cng nghip), cc qu h tr, lin on lan to, Uy tn ca phng tin, Kh nng h tr ca phng tin cho thng hiu/sn phm, Chi ph thc hin v.v l cc yu t quyt nh vic s dng phng tin quc t nh th no

*III. Qung co quc tb. Phng tin a phngc im chung:+ Tnh sn c+ S ph hp ti th trng (c s h tng)+ Kh nng thch ng hin hu vi cc yu t vn ho, x hi, php lut, kinh t, tm l ca th trngCc hnh thc c th:Bo ch+ Lin quan n th loi bo, chu k pht hnh, lan to, s lng pht hnh+ Thi quen c bo ca ngi dn, t l c bo thng xuyn+ S hp tc ca gii bo ch vi cc n v nc ngoi+ i tng c gi ca cc loi bo cng l i tng khch hng tim nng

*III. Qung co quc tTp ch nc ngoi+ S dng cho nhm khch hng chuyn bit hay th trng chuyn bit+ i vi nhiu quc gia kinh t pht trin, tp ch chuyn ngnh l kn thng tin cc k quan trng+ S lng pht hnh, lan to c th b hn huQung co ngoi tri+ Cc hnh thc: pano, poster, xe but cng cng, trm ch xe but, tu in ngm, cc cao c vn phng+ Tc dng phm vi rng v sn phm mang tnh ph thngQung co trong rp chiu phim: + Hnh thc ang thng dng trn ton th gii+ S dng cho hng tiu dng hay sn phm/dch v ph thng+ Mt s quc gia ban hnh lut cm qung co hay gii hn trong rp Truyn hnh+ Xem xt n cc quy nh ring bit ca tng th trng i vi loi hnh ny+ Chi ph cao v i hi phi c u t cao (vn, tng, thc hin)Truyn thanh

*III. Qung co quc tCa-t-l nc ngoi: mc ch s dng + To s quan tm, hp dn ngi c thng qua cch thc thc hin+ Truyn ti thng tin 1 cch y nht v nh sn xut, sn phm+ Gip qung b danh ting ca doanh nghip ra th trng ton cu+ To thun li cho vic mua sm+ H tr c lc cho bn hngCc loi n phm qung co thng dng: t ri, t gp, mu qung co, cc loi s hay tp k nng, mo vtMarketing trc tip+ Hnh thc: th in t, th trc tip, in thoi, vt phm qung co, fax, website, thng bo+ L hnh thc thng dng nht hin nay vi chi ph khng qu cao+ Ch n nhng phn ng ca khch hng+ Cc th trng khc nhau s c nhng phng tin s dng c v khng cQung co trn mng+ Cc hnh thc: website, blog cng ng hay c nhn, cc trang mng x hi (facebook, Youtube, Google, flickr)+ Mc tiu:- D dng thch ng v thay i kp thi vi th trng tim nng- Mc quan tm ca nhng phng tin ny ln nn d tip cn- To c hi giao thng, nhc nh, thuyt phc hnh ng- Thm d v nm bt r hn xu hng th trng tim nng- D dng lin kt vi cc phng tin truyn thng- Hn hp cc phng tin

*III. Qung co quc tc. Mt s tiu chun la chn phng tin:Phm vi: cho thy s lng khch hng m phng tin t n cTn sut: s ln thng ip truyn n ngi nhn mc tiuTnh lin tc: khong cch thi gian cc thng ip c pht ln: ch khng gian hoc thi gian pht thng ipTnh sn c: s p ng, s m rng, s thch nghi v kh nng s dng cc phng tinUy tn, danh ting.Chi ph lin quan n phng tin.

*IV. Quan h cng chngThc hin cc hot ng lm cho cng chng hiu, chp nhn sn phm ca doanh nghipCc i tng ca hot ng PR: cng chng, khch hng mc tiu, chnh ph, bo ch, gii vn ngh sKhi thc hin cc chng trnh PR quc t, cn xem xt n 2 yu t: Chun ho hay Thch nghi hoTheo Philip Kotler, hot ng PR tun th theo ch PENCILSP (Publications): pht hnh ra bn ngoiE (Events): t chc s kinN (News): thng tinC (Community): hot ng cng ngI (Identity media): S dng truyn thng gip nhn din cng tyL (Lobby): vn ng hnh langS (Social responsibility): trch nhim x hi

*V. Khuyn miKhi nimHot ng h tr y mnh bn hng, gip gia tng gi tr vt cht cho sn phm v thng hiuThc hin trong thi gian ngnMc ch l kch thch nhu cu ca khch hng hin tiCc hnh thc khuyn mi ch c th ng vi th trng ph hpV d: Nhng hnh thc khuyn mi nh hon tin, s x khng c thc hin ti 1 s nc

*V. Khuyn mi2. Cc cng ca. Hng muGip khch hng nhn bit v c nim v sn phm d dng hnVic phn pht hng mu i hi thc hin t m nhm trnh nhng tn tht, ri ro cho sn phm chnh thcTu theo sn phm m cch thc tip cn ca hng mu khc nhauV d: xe hi, ti-vi LCD, trang sc c cch gii thiu khcKhi phn phi hng mu cn quan tm n lut l quy nh ti nc s ti

*V. Khuyn mib. Hi ch, trin lmL cng c quan trng dnh cho cc doanh nghip trong xut khu trc tipL ni thun tin cho vic giao thng, tm kim khch hng miDp qung b, gii thiu sn phm n khch hng tim nngTo s ghi nh, nhc nh vi khch hngKhng phn bit quy m v tnh cht cng tyT chc theo nh k hoc dp, s kinC 2 loi hi ch:+ Hi ch tng hp: t chc hng nm, uy tn ln, khng phn bit ngnh hng. V d: Hi ch Hannover ti c; Hi ch Expo ca th gii+ Hi ch chuyn ngnh: dnh cho nhng sn phm chuyn bit. V d: Hi ch hng khng Paris hng nm; Hi ch xe hi; L hi bia ca c

*VI. Bn hng c nhna. Khi nim:L s tip xc trc tip gia ngi bn hng i din cng ty vi khch hng tim nngMc ch l trnh by, gii thiu, thuyt phc khch mua hngKt qu cui cng phi l doanh s bn t c yu cu

*VI. Bn hng c nhnb. Bn hng c nhn ton cu:iu c bn l nhn vin phi am tng th trng, hiu r khun mu vn ho v hnh vi tng c trngVn hun luyn bn hng quc t l ct li y l cng c hu hiu i vi nhng quc gia m ti Qung co b gii hn v i vi nhng quc gia c mc lng bn hng kh thpCc nhim v c bn ca nhn vin bn hng nc ngoi:+ Bn hng: cung cp thng tin sn phm, thuyt phc mua hng+ Lin h khch hng: lun lun duy tr, ci thin hnh nh v v tr cng ty i vi khch hng, cng ng+ Thu thp v cung cp thng tin: v th trng, khch hng, i th, i tc v.v c lin quan n sn phm c thng tin phn hi. Hoch nh nhng chng trnh hnh ng ph hp

*VI. Bn hng c nhnc. Tin trnh bn hng:

Thm d Chun b tip cn Gii quyt vn Tip cn Trnh by Gii quyt mu thun/Bn hng Kt thc bn Duy tr mi quan h

*VII. Chin lc v Chng trnh xc tin quc tnh gi hot ng xc tin quc ty l bc cn thit trc khi thc hin Hoch nh chin lc v Chng trnh xc tinnh gi cc hot ng: Bn hng c nhn, Khuyn mi, Tham d hi ch, Trin lm, Chng trnh qung co, Hot ng PRCng o lng k cng, nh gi chnh xc s d dng hoch nh c chin lc v chng trnh hnh ng ph hp

*VII. Chin lc v Chng trnh xc tin quc t2. Hoch nh chng trnh xc tinMc tiu: + Gia tng nhn thc v s quan tm v sn phm, thng hiu+ Gia tng s a thch ca nhn hiu i vi khch hng mc tiu+ Gia tng s ghi nh+ Duy tr lng trung thnh, s tin cy ni khch hng, nh phn phi, nh cung cp, chnh quyn a phng+ Gia tng gi tr thng hiu qua thi gian+ Gm cc n lc Hoch nh, Kt hp, Tng tc ca cc chui hot ng xoay quanh mt ch hoc tng nhm t c mc tiu truyn thngV d: Chng trnh vn ng ngi dn ton cu hng ng ngy ra tay bng x phng ca UN do LifeBouy ti trThng ip Ask for more ca Pepsi n vi gii tr ton cuChng trnh xc tin ton cu c th thc hin theo nguyn mu hay thch nghi

*VII. Chin lc v Chng trnh xc tin quc tHoch nh chin lc xc tin quc t gm cc cng vic:+ Xc nh mc tiu, i tng Chng trnh xc tin+ nh gi quy m th trng, hnh vi mua v thi quen khch hng, tnh hnh cnh tranh+ Quyt nh thng ip xc tin v qung co+ La chn phng tin, i tc phi hp thc hin+ Xc nh thi gian, n lc, nhn lc, ngn sch cn thit+ Phng thc qun l v kim tra qu trnh thc thi

*CHNG 8: T CHC HOT NG MARKETING QUC TMt s yu t cn nhc khi t chc b phn marketing quc t

C cu t chc

Hoch nh chin lc marketing ton cu

Gim st n lc marketing quc t

*I. Mt s yu t cn nhc khi t chc b phn marketing quc tCc yu t mi trng S khc nhau ca yu t mi trng cc th trng dn n vic hnh thnh b phn marketing khc nhauCc yu t mi trng tc ng gm: a l, Chnh tr, Kinh t, Th ch, T chc x hi, Tp qun kinh doanhV c bn, t chc b phn marketing quc t cn quan tm 3 yu t: Xc nh b phn chc nng ch yu, T chc theo hng tp trung hay phn quyn, Xy dng h thng kim sot, bo co v nh gi

*I. Mt s yu t cn nhc khi t chc b phn marketing quc t2. Xc nh cc b phn chc nngTp trung vo Sn phm hay Khu vc hay Chc nng ca c cu t chcYu t bn trong: Mc ch, Chin lc, Mc tiu, Chc nng ch yu, Lnh vc hot ng, Quy m hot ngYu t bn ngoi: Mi trng chung, Mi trng ca ngnh ni cng ty ang hot ngXem xt k lng cc yu t trn s gip cng ty t c:+ Xc nh hng c cu t chc quc t+ Xc nh cc b phn cn c trong c cu t chc+ Xc nh phng cch lin kt cc b phn khc nhau thng qua Phi hp Kim sot Vn hnh

*I. Mt s yu t cn nhc khi t chc b phn marketing quc t3. Tp trung v phn quyn quyt nh dng hnh thc no th Ban lnh o cng ty nn xem xt nhng c trng ca lnh vc kinh doanh, th trng v ngnh ang hot ngCc tiu chun la chn nh gi gm:+ c trng th trng: c tnh khch hng, thit k sn phm, s dng sn phm, hnh vi mua, phn phi+ c im cnh tranh: a phng, vng, khu vc hay ton cu+ c trng sn phm+ c im sn xut: theo quy m hay tnh kinh t+ H thng thu quan+ Yu t ti chnh: nh ph, bin ph, chi ph R&D, chi ph tip th

*I. Mt s yu t cn nhc khi t chc b phn marketing quc t4. H thng truyn thng v kim sot thit lp vic thng tin, kim sot con ngi, sn phm cc vng, min, khu vc khc nhau hiu quTrong marketing quc t, s cch bit th hin cc th trng gm vn ho, ngn ng, sc tc, tp qun lm vicVic qun l theo kiu Tp trung hay Phn quyn s to nn cch thc truyn thng, qun l v kim sot khc nhauNgy nay, vi s thun li ca Internet nn vic hp hnh, qun l, truyn thng tin gia Cng ty m v cc thnh vin trn ton th gii c phn n gin v hiu qu hn

*II. C cu t chcPhng xut khuC th nm trong Phng marketing hoc tch biti vi cc cng ty mi thc hin xut khu hay kinh nghim cn non yu th cn s tp trung ho chuyn mnCng vic marketing xut khu khng nn giao cho ngi ph trch th trng ni aPhng xut khu l n v chuyn thc hin nh hng, Phn tch, Trin khai, iu hnh v Kim sot ton b hot ng ca cc th trng nc ngoiNgoi ra, cc cng vic c th ca Phng ny cn:+ Thit lp v duy tr mi quan h vi cc i l, nh phn phi, chi nhnh nc ngoi+ H tr nhn vin a phng trong vic gii thiu v pht trin sn phm mi+ Phi hp thc hin cc dch v h tr, truyn thng, hng dn cho khch hng v cc i l nc ngoi+ Phi hp thc hin vic t chc tham gia cc k hi ch, trng by, pht trin mng li, hun luyn i din v nhn vin bn hng nc ngoi

*II. C cu t chc2. C cu b phn quc tKt hp v kim sot cc hot ng thuc phn b vi vai tr l i din ca nhm qun tr cao nhtKhuyn khch pht trin tm nhn ra th gii, tp trung ho lc lng v ngun lc ca cng ty cho hot ng ny hiu qu nhtCc hot ng ch yu lin quan n vic kinh doanh a quc gia v a sn phmB phn quc t cn c s phi hp hot ng nhp nhng, cht ch cng cc b phn khc trong cng ty

*C cu b phn quc t

*II. C cu t chc3. C cu quc t da trn sn phmp ng nhu cu chuyn bit ca sn phm v nhng h tr k thutLy sn phm lm trung tm ca cc cng vic marketing, tnh kinh t ca mi sn phm c th c khai thc tt nhtTo thun li cho vic nh v sn phm, gip nh lm marketing tp trung hn v lm vic hiu qu hnCc sn phm ho cht, dc, sn phm k thut cao thng chn hnh thc nyim bt li: + Do tp trung ho qu cao nn gi s cng ty c nhiu chng loi hng th vic t chc theo tng chng loi s rc ri, phc tp+ Tnh dc lp ca mi loi sn phm do 1 ngi ng u d to nn s th ng, thiu lin kt linh hot gia cc chng loi khc+ tng pht trin, tng marketing c khi ch hin din 1 vi th trng nht nh

*C cu quc t da trn sn phm

*II. C cu t chc4. C cu t chc da trn a l hoc nhm khch hngT chc da trn c im a l l s tri rng cng nh s chun ho sn phmTrn th gii, cc cng ty c th chia theo vng th trng nh Chu u, Bc M, Trung ng, Chu , Chu Thi Bnh DngC cu ny thch hp vi nhng cng ty c dng sn phm n gin, s ng b v thng nht trong phn phi sn phm caou im:+ Kh nng thch ng d dng vi mi trng nhng vn gi c s kim sot cht ch+ n gin ho s phi hp hot ng gia cc b phn chc nng+ Chun ho c cc dng sn phm cho cc th trng trong vng, khu vc+ Tnh kinh t ca quy m sn phm c th t c ti uNhc im: + Chi ph t chc, qun l cao+ i hi trnh nhn s phi gii v am tng

*C cu t chc da trn a l hoc nhm khch hng

*II. C cu t chc5. C cu hn hp v ma trnKhng phn bit sn phm, th trngMc ch cao nht l tp trung pht trin li nhun, khng c hoc rt t tp trung vo pht trin nhng ng dng miC cu ma trn gip tp trung gii quyt nhng kh khn v mt t chc ca nhng hnh thc khcu im:+ Thch hp vi nhng cng ty tri rng hot ng nhiu khu vc vi nhiu ngnh sn phm+ Cc cng ty trong ngnh cung cp dch v, b quyt k thut cng nh cng ty k thut cao rt thch hnh thc ny+ Khuyn khch s phn phi hiu qu cc ngun lc a phng vo d n u tHn ch:+ Cch thc ra quyt nh khng r rng, d to s quan liu+ V cn bng tm quan trng ca chc nng, sn phm, khu vc nn nguyn tc thng nht ca quan h b ph b+ D pht sinh mu thun gia cc nh qun tr sn phm, chc nng v khu vc+ Do cu trc ca ma trn nn cc nh qun tr phi tham gia ng thi vo nhiu nhm qun tr khc nhau v bt ng.

*C cu hn hp v ma trn

*III. Hoch nh chin lc marketing ton cuPhn tch tnh hnh th trng: tnh hnh khch hng ca cng ty (phn khc th trng, khuynh hng nhu cu) trn c s ton cu, s cnh tranh, cc nh cung cp, h thng phn phi, ni lc cng tyMc tiu: Ti mi quc gia cc nh qun tr cn nu ra cc mc tiu cn t v nhng thch thc vo lc .Chin lc: thit lp chin lc marketing cho cc quc gia v phn phi cc ngun lc t c cc mc tiu ny.K hoch hnh ng: cc chin lc cn chuyn thnh nhng hot ng c th. Nhng hot ng chuyn bit c thc hin thng qua cc thnh phn trong marketing mix.

*IV. Gim st n lc marketing quc t Mc ch:Nhm m bo hnh ng ca nhng n v thnh vin trong t chc phi theo nh hng mc tiu chin lc ca cng tyHot ng kim sot marketing hng trc tip n nhng chng trnh marketing v nhng d n, chng trnh khc bng tin trnh hoch nhHot ng marketing quc t mang li nhiu vn phc tp cho cc nh qun tr trong vic kim sot marketing, iu ny c ngha l tng thm cp qun l trong h thng kim sot

*IV. Gim st n lc marketing quc t Kim tra marketing quc t L s nh gi (xem xt) ton din, c h thng v nh k v mi trng, mc tiu, chin lc, chng trnh v hot ng marketing ca mt cng ty L mt cng c cho vic nh gi v hon thin hot ng marketing quc t ca cng tyS kim tra marketing y c hai c trng c bn: Hiu qu ca kim tra & Thc hin hng nmS kim tra c th thc hin c lp bn ngoi hoc bn trong cng ty quc tS t kim tra cng c gi tr nht nh do c thc hin bi nhng ngi lm marketing, hiu bit ngnh cng nghip

*IV. Gim st n lc marketing quc t Cc bc kim tra marketing quc t: Xc nh mc tiu v phm vi kim tra: bc u tin l cng ty thc hin v ngi kim tra phi tha thun vi nhau v mc tiu, mc bao ph, su, ngun d liu, hnh thc bo co v thi gian kim tra.Thu thp d liu: y l mt cng vic chnh yu ca kim tra. Mt k hoch chi tit cho phng vn, nghin cu th cp, xem xt cc chng t cng ty l cn thit cho vic kim tra.Phn tch d liu: Khi mt kim tra lin quan n th trng quc t, d liu phi c phn tch bi c nhng nh qun tr a phng (l nhng ngi quen thuc vi cch th hin ring bit ca d liu) v nhng nh qun tr ti tr s chnh (l nhng ngi nhn thc v cc vn chin lc cng ty v c kinh nghim tng t nhng nc khc).Chun b v trnh by kt qu: Sau khi thu thp v phn tch d liu, bc k tip l chun b v trnh by bo co kim tra. Trnh by ny phi nu li mc tiu v phm vi kim tra, nu ra nhng tm kim chnh yu, trnh by kt lun v nhng xut ch yu cng nh nhng dn dt n nhng nghin cu v khm ph sau ny.

*IV. Gim st n lc marketing quc t Ni dung ca kim tra marketing: 6 ni dung Kim tra mi trng marketingKim tra chin lc marketingKim tra t chc marketingKim tra h thng marketingKim tra hiu nng marketingKim tra chc nng marketing

*IV. Gim st n lc marketing quc t 2. Quan h gia hoch nh v gim st marketing quc tVi nhng thng tin t kim tra marketing quc t, tin trnh hoch nh c th bt u v cho ra nhng quyt nh hiu quTin trnh hoch nh c th phn thnh hai giai on lin quan nhau:+ K hoch chin lc + K hoch thc hin nhng nhn t mi trng cc quc gia to ra thch thc cho h thng kim sot marketing, do mi trng hn tp hn rt nhiu dn n s phc tp hn trong kim sots chuyn i quyn lc trong t chc v c th dn n s phn khng i vi vic thay i

*KT THC!

CHN THNH CM N CC BN THAM D

*