CHIN LC MARKETING

S dng phi thc marketing mix5.1. Sn phm (product)Yu t khch hng chp nhn sn phm khng n gin l bn thn sn phm m h nhn thy bng vt cht. i vi sn phm ch cht ca Balotours l cung cp dch v homestay v phng ngh gi r dnh cho khch du lch trong nc ln nc ngoi, cng ty mun to ra ni nhn thc khch hng v mt thng hiu lun lun i km vi nhng sn phm ng tin cy v dch v nhanh chng.Sn phm tin cy: Cc homestay v phng ngh gi r trc khi a vo hot ng trong mng li ca Balotours u qua khu kim tra v nh gi p ng cc tiu chun cn thit, nht l tiu chun v sinh v an ton. Cng ty thit lp k hoch kim tra nh k i vi nhng i tc cung cp homestay v phng ngh, t c nhng bin php ch ng iu chnh , m bo cht lng ng nht khi a sn phm n khch hng. Xy dng h thng tip nhn phn hi ca khch hng, thng qua in thoi v website. Qua bc u xc nh tnh chnh xc t cc thng tin phn hi, sau c cc bin php thng lng vi i tc nhm iu chnh li nu c thiu st. Nu khng th t c tha thun, cng ty buc phi ngng hp ng vi i tc . Nhng bin php trn vi mc ch m bo nhng sn phm dch v Balotours a n khch hng c cht lng tin cy nht. Trong di hn, tip tc xy dng v pht trin hnh nh ca Balotours thng qua cc phng tin truyn thng. C th bng nhng bi vit trn cc tp ch, sch bo, website chuyn du lch; s cng nhn cht lng ca cc chuyn gia c tnh cht nh gi khch quan. Qua ghi du mt hnh nh lu bn trong tm tr khch hng v Balotours l mt a ch cam kt lun cung cp cho khch hng nhng sn phm dch v vi cht lng tin cy.Dch v nhanh chng: Xy dng phng thc ng k thun li vi h thng t ch trc thng qua website ca Balotours. Ngoi ra h thng nhn cuc gi lun sn sng 24/24 p ng mt cch nhanh nht nhu cu ca khch hng. Phng thc thanh ton nhanh chng: khch hng thanh ton qua h thng ti khon ngn hng hoc giao dch trc tip bng tin mt. i vi cc i tc cung cp homestay v phng ngh: thng nht phng thc lin lc vi cng ty m bo dch v lun sn sng phc v khch hng. Cch giao dch ch yu thng qua email v in thoi. Ngoi ra thng nht cc i tc lin lc v cng ty 1 ln/ tun thng bo v lng phng sn sng hot ng. Nh , Balotours ch ng v lun sn sng p ng nhu cu a dng ca khch hng.

Theo ui chin lc pht trin thng hiu dy, Balotours hng mc tiu n nhng k hoch di hn t nm th 5 tr i l m rng loi hnh sn phm dch v du lch bn cnh dch v cung cp homestay v phng ngh gi r hin ti. Tt c nhng sn phm v dch v u mang thng hiu chung Balotours v hng n phng chm cung cp cho khch hng nhng sn phm vi cht lng tin cy - dch v nhanh chng - gi r. Pht trin dch v t v gi r dnh cho tt c loi hnh chuyn ch bao gm ng b - ng st - ng hng khng - ng thy cho tt c khch du lch trong nc ln nc ngoi. Kinh doanh cc sn phm chuyn dng dnh cho du lch ba l, du lch t khm ph. Thit k, t chc cc tour du lch t khm ph gi r. T vn min ph cho khch du lch trong v ngoi nc v mt chuyn du lch t hoch nh.

5.2. Gi (price)Mc d cc cng ty c th la chn c nhng yu t thng hiu thch hp v to nn c mt c tnh ni tri v khc bit, ng gp hiu qu cho vic to dng gi tr thng hiu. Tuy vy, vic to dng v pht trin thng hiu phi c t trong mt chin lc v chng trnh tip th hn hp (marketing-mix), tng th v hiu qu. Chin lc gi l mt trong bn thnh phn ca chin lc tip th hn hp, v l P th hai trong m hnh tip th 4P: Gi c hp l l gi c c nh ra trn c s khch hng sn sng tr. Chnh v th, vic la chn mt chin lc gi thch hp nhm to dng gi tr thng hiu l mt vic kh khn. C nhiu cch tip cn khc nhau nh gi. Cc nhn t lin quan n chi ph ca sn phm, dch v cng nh cc mc gi ca sn phm, dch v cnh tranh l nhng yu t quyt nh quan trng trong vic la chn chin lc gi ti u. gii thiu mt sn phm mi, cc cng ty c th p dng mt trong hai chin lc nh gi: chin lc gi thm nhp v chin lc gi ht vng. Tuy nhin, c mt chin lc gi trung gian gia hai chin lc gi thm nhp v ht vng, l chin lc nh gi theo gi tr. Khi p dng chin lc ny, ta b cch nh gi theo cch gi thnh cng li nhun truyn thng. Thay vo , ta o ngc cch tnh bng cch nh gi dch v m bo li nhun v chi ph.i vi BaloTours, chnh sch gi cng ty s p dng trong nm u tin i vi loi hnh: Homestay : 3-5USD Nh tr gi r: Cc thnh ph ln : 5-7 USD Cc tnh l : Di 7USDTrong ngn hn (5 nm u tin), mc tiu ca cng ty l n nh gi c, mc tng gi ph thuc vo tc tng trng bnh qun v t l lm pht ca Vit Nam. Trong di hn, Balo Tour s pht trin thm mt s loi hnh dch v phc v cho nhng c dn du lch bi nh cho thu xe, kinh doanh mt s dng c phc v cho du lch Tuy nhin, mc gi c t ra vn thc hin trn phng chm gi r. thc hin c nhng mc tiu ny, cng ty p dng cch nh gi theo gi tr la chn chin lc gi ti u. Chin lc nh gi ny cng c nhiu cng ty p dng trong nhng nm gn y v thu nhp thc t ca dn c tng chm, gnh nng chi ph trong cuc sng ngy cng ln, khch hng ngy cng quan tm nhiu hn n gi c Cn c vo cch nh gi theo gi tr, Balo Tours p dng chnh sch gi thp thng xuyn-EDLP (EveryDay Low Price)So vi cc i th cnh tranh nh Saigon Tourist, Viettravel mc gi ca Balo Tour c coi l mc gi ph hp vi c dn du lch bi. Khi n thnh ph H Ch Minh, ch vi 5-7 USD, bn c th chn cho mnh mt cn phng y nhng dng c sinh hot cn thit v thoi mi.Hu ht mi cng ty u chu p lc rt ln v gi. S dng chnh sch gi thp thng xuyn, BaloTours s to nn s khc bit vi i th cnh tranh. Ngay t nhng nm u tin, cng ty s dng chnh sch gi thp, li nhun ca thi k u l ti thiu, thm ch l l nhm chim gi v bo v th phn. Theo , chi ph u t v marketing s gim xung nhanh chng khi sn lng tch ly tng ln theo thi gian. Gi thp s lm tng lng khch hng, doanh thu v th phn, t s dn n gim chi ph v li nhun ln hn trong thi gian sau.Khi nhc n BaloTours, khch hng s ngh ngay n dch v cung cp phng tr gi r, ph hp vi nhng chuyn du lch bi nay y mai . c bit, Homestay s l mt im nhn khc bit so vi cc dch v cnh tranh. Gi r l mt trong nhng yu t nh v thng hiu, ng thi n l mt li th so snh ca cng ty. Balo Tour-Dch v gi r s l yu t thu ht khch hng v tng cng lng trung thnh ca khch hng i vi cng ty.Da vo tc tng trng GDP v t l lm pht hng nm, cng ty s c nhng iu chnh v gi cho ph hp. Tuy nhin, d mc trt gi nh th no, cng ty s s dng li th chi ph thp nh gi di mc gi ca i th cnh tranh v thu ht s ng khch hng nhy cm vi gi nhm gia tng tng s li nhun.Theo kho st, ti thnh ph H Ch Minh, khch sn tiu chun mt sao trung bnh c gi l:9-10 USD/m. Nh vy, mt c dn du lch bi mun ngh li mt m ti khch sn phi tr t nht l 9 USD. Th nhng, tm mt phng tr gi r thnh ph H Ch Minh li l mt vn v cng kh khn. Gi c lun l mi quan tm ca khch hng, tuy nhin, gi c phi i lin vi cht lng mi to c uy tn, khng nh c thng hiu ca cng ty. Cht lng dch v lun l mi quan tm hng u ca Balo Tour. Cng ty s ct gim mi chi ph khng cn thit cung cp nhng dch v cht lng, to dng uy tn v th phn.5.3. Phn phi (place)Cch thc phn phi mt dch v c th c nhng tc ng rt ln v su sc n doanh thu v cui cng l gi tr ca thng hiu. C nhiu kiu knh phn phi nhng c th chia thnh hai loi: Knh trc tip v knh gin tip.Vi BaloTours, trong 2 nm u, phm vi hot ng ca cng ty ch nm trong 15 tnh thuc vng Nam Trung B v Nam B.Nm th 3, cng ty m rng ra cc tnh min Trung , n nm th 4 v 5, cng ty s m rng phm vi hot ng ra c nc. Mng li cung cp dch v ca cng ty s ngy cng c nhn rng, v th, cng ging nh tt c cc cng ty khc, i vi Balo Tour, vic xy dng P th ba trong m hnh 4P : Place (phn phi) l v cng cn thit.C nhiu kiu phn phi nhng c th chia thnh hai loi: Knh trc tip v knh gin tip. Trn thc t, cc cng ty cng rt him khi s dng mt loi knh phn phi m thng s dng kt hp c hai loi knh ny. Trong nm u hot ng, cng ty ch mi c mt vn phng chnh thnh ph H Ch Minh, v vy, cng ty s tp trung vo knh phn phi trc tip. Cng ty cung cp dch v ti khch hng di cc hnh thc nh qua in thoi, fax, mng Internet v cc phng tin in t khc. Khch hng s lin h vi cng ty ch yu bng in thoi, email, t hng trn Internet giai on ny, cng ty s tp trung u t nhn lc v ti chnh cho knh phn phi trc tip. thc hin c P th ba trong m hnh tip th 4P, u tin BaloTours s ngy cng hon thin h thng trang Web ca mnh khch hng c th tip cn v t hng mt cch nhanh chng v d dng. Tip , cng ty s gii quyt nhng n t hng v tr li cho khch hng mt cch nhanh nht. i ng tip tn, in thoi vin, nhn vin tr li email cng c hun luyn v k nng, nghip v mt cch chuyn nghip. Knh phn phi trc tip khng ch nhm mc ch cung cp dch v cho khch hng m n cn tng cng gi tr thng hiu bng cch nng cao s hiu bit ca khch hng v thng hiu, cng nh gii thiu n khch hng nhng li ch quan trng v ni tri ca dch v.Sau khi m rng phm vi hot ng, cng ty s xy dng cc vn phng i din cc min. Lc ny, BaloTours s y mnh vic kt hp hai loi knh phn phi trc tip v gin tip. Knh phn phi trc tip vn ng vai tr rt quan trng v y l m hnh cng ty hot ng ch yu trn Web, cc cng c thc hin phn phi dch v cho khch hng trn Internet, qua in thoi, fax, lun c ch trng v y mnh. Bn cnh , cng ty khng ch giao dch ti vn phng chnh Thnh ph H Ch Minh m cn giao dch ti cc vn phng i din cc vng. Mng li phn phi s c m rng. Ngoi ra, trong ngn hn, khi m rng phm vi hot ng, i ng cng tc vin v Homestay ca cng ty s l 750 n 800 ngi (ring thnh ph H Ch Minh l 300 ngi, vng MeKong Delta l 341 ngi). Khi , nhng cng tc vin ny s tr thnh nhng nh phn phi gin tip, l nhng ngi trung gian cung cp dch v ng thi qung b thng hiu ca cng ty cho khch hng.Trong di hn, cng ty s m rng lnh vc hot ng nh cho thu xe, kinh doanh cc dng c cn thit cho c dn du lch bi Lc ny, cng ty li cng y mnh knh phn phi, c bit l knh phn phi gin tip. Cng ty s xy dng mt h thng phn phi cc vng, min.5.4. Chiu th (promotion)i vi ch P cui cng trong phi thc tip th, l promotion (lm th no khch hng bit thng tin v sn phm, dch v), c chia ra thnh nhng phn khc nhau bao gm cung cp dch v trc tip, Khuyn mi, Qung co v Quan h cng ng.

Phi thc chiu thQung coQuan h cng ngCung cp Dch v trc tipKhuyn mi

T m hnh trn Balotours a ra chin lc c th cho tng thnh phn trong phi thc chiu th nh sau:

5.4.1. Hot ng qung co:5.4.1.1. Qung co dch v qua Website:Do khch hng mc tiu m Balotours nhm n l nhng ngi trong tui t 18 n 40 c s thch du lch, khm ph nhng vng t mi vi tnh cch tr trung, nng ng a phn nhng khch hng ny c s thch s dng Internet lm cng c sn tm nhng iu mi l tn hng , kt ni v chia s vi bn b .Web l phng tin truyn thng nhanh. Thm vo , Web li c chi ph phi chng, tng i thp so vi qung co truyn thng trn ti vi v nhng phng tin truyn thng khc. S lin kt nhng yu t trn cung cp cho Balotours c hi qung co sn phm n khch hng mc tiu, th nghim, o lng phn ng ca khch hng, ci tin v nng mi th ln mt mc cao hn trong tng lai.Chin lc xy dng thng hiu Balotours gn lin vi s thnh cng ca www.balotours.com. Mc tiu u tin m Balotours nhm n trong giai an u i vo hat ng l xy dng www.balotours.com tr thnh mt thng hiu dnh cho gii tr am m du lch khm ph Vit Nam n t khp mi ni trn th gii, l mi nh chung cho cng ng du lch khm ph Vit Nam, l ni cung cp cc dch v tha mn nhu cu ca h vi phng chm:Nhanh chng Thun tin Gi r.Vic xy dng kt cu v ni dung ca website: chnh l im xut pht cho chin lc pht trin thng hiu ca Balotours, thng qua website thng tin v dch v c tip cn vi nhng khch hnh tim nng r rng nht, tm nhn v hnh nh thng hiu c lng ghp mt cch linh hot trong website cng vi cc cng c h tr s to n tng trong tm tr ca khch hng.Ngy nay, my tnh l ngn la tri m chng ta quy qun bn n nu bn c mt cu chuyn hay k th mi ngi s lng nghe.Cu trc ca trang Web nh sau:www.Balotours.commTrang chGii thiu cng tyDch vHi pLin hDin nBlog Du lch

- Trang ch ( Home): c trnh by n gin nhng li d gy n tng v c o thng qua cc hnh nh lin quan n du lch Vit Nam,cc thng tin lin quan n du lch trong nc nh cc thng cnh du lch, thng tin v cc tour du lch gi r, vn ha, l hi, mua sm, phng tin, mc tm kim v lin kt vi cc trang web,ngn ng c s dng l : ting Vit Nam, Anh, Trung Quc, Nht, Php v Ty Ban Nha. Nhm cung cp n khch hng trn khp th gii thng tin ca Balotours.- Gii thiu cng ty( About Us): Bao gm cc thng tin lin quan n cng ty, trong c bit a vo tm nhn thng hiu m cng ty hng ti.- Dch v(Service): Gii thiu n khch hng dch v chnh ca cng ty l cung cp phng tr gi r, homestay qua cc hnh nh, miu t sinh ng, xc tch v d hiu mang phong cch tr trung v khi gi s thch khm ph.- Hi p (FAQs- Frequently Asked Questions): a ra cc cu hi thng gp v cch thc s dng dch v v tr li cc cu hi . -Lin h (Contact Us): c chia lm 2 phn gm lin h qua email, in thoi v h tr trc tuyn.- Din n (Forum): Mang tn Khm Ph Vit Nam(Discovery Vietnam) l ni khch hng ng k l thnh vin , tham gia forum giao lu vi nhau qua cc ch hp dn. -Blog Du Lch: L khng gian thnh vin ca trang web lu gi , chia s thng tin, kinh nghim, cm nhn ca mnh qua cc bi vit c nhn.

Qung b website: L cng vic k tip sau khi hon thnh trang web. y l cng vic cc k quan trng t c mc tiu khch hng bit n thng hiu ca cng ty, m knh truyn thng chnh l Internet, bn cnh l cc hnh thc qung b khng s dng internet. ng k cc t kha trn cc cng c tm kim ph bin nh Google.com, yahoo.com, msn.com Trao i link vi cc website khc, t link vo cc danh b website(Directory) lin quan n du lch min ph, i vi cc trang danh b c cht lng cao th phi tr ph. nh du (Bookmark) website ch cng cng ln cc trang web cho php s dng cng c ny nh: myweb.yahoo.com/, del.icio.us, ma.gnolia.com, furl.net, linkagogo.com, digg.com Tham gia cc din n du lch cc Website khc nhm gii thiu website n cc khch hng tim nng, s dng ch k di dng l ng link ca website. Thu thp thng tin v khch hng c nhu cu du lch t cc ngun (online, du khch ti Vit Nam) gi email Marketing trc tip n khch hng nhm gii thiu v dch v ca cng ty cng nh qung b cho website. Gi email n cc cng ty du lch nhm tm kim s hp tc cung cp dch v ph hp nht vi nhu cu khch hng, thng qua qu trnh ny Balotours s c th trng du lch trong nc bit n nh mt cng ty chuyn cung cp dch v phng tr gi r vi mng li cht ch, c h thng. Thu thp, phn loi s thch ca cc thnh vin tham gia forum, blog thng qua vic ng k thnh vin. ng k t Banner qung co min ph trn cc website v du lch. Qung b website trc tip qua vic pht t ri trc tip n tay khch du lch, lin h c t danh thip ca cng ty ti nhng ca hng n ung, gii tr, lin h vi cc tim internet a website ca cng ty ln lm homepage

Sau khi Website tr nn ph bin trong vng 2 nm, Balotours c th bt u tr thnh mt Website qung co cho cc dch v du lch trong nc, t banner cho cc cng ty khc t tng thm doanh thu cho Balotours. Ngun thu ny li tip tc h tr cho cc hat ng di hi ca Balotours trong qu trnh xy dng thnh cng thng hiu.

5.4.1.2. Qung co dch v khng qua Website:Khch du lch nc ngoi hin c mt ti Vit Nam v khch hng Vit Nam l khch hng mc tiu d tip cn nht i vi Balotours, do vy vic qung co n cc khch hnh ny l v cng quan trng , nu nh thng hiu ca cng ty c ch ng trong lng cc khch hng ny th s mang li nhng hiu qu ng k. - Tin hnh pht brochure trn nhng khu vc tp trung nhiu khch du lch, gi namecard ti cc qun caf cc khu vui chi, cc vin bo tng, cng vin ni nhng du khch nc ngoi thng lui ti.- Lin h vi cc cng ty du lch l hnh gi r hp tc cung cp dch v ch cho khch hng.- In bn bn cho du khch vi logo ca cng ty c in km.- Trang tr cc im lu tr theo phong cch ca Balotours lm cho hnh nh Balotours tr nn quen thuc vi du khch.5.4.2. Quan h cng ng( PR):y l hat ng trng tm trong chin lc pht trin thng hiu ca Balotours. Nu nh hat ng qung co gip cho thng hiu c khch hng bit n th PR gip khc su thng hiu , mang li cho khch hng s cm nhn v khc bit . PR mang thng ip ca Balotours n gn hn vi khch hng bng nhiu cch. Thnh lp mt cng ng gm nhng ngi yu thch du lch mo him v khm ph da trn forum ca www.balotours.com s h tr ca Balotours gip cho cc thnh vin lin kt vi nhau d dng, c t chc.To sn chi ring cho cc thnh vin ny c tha mn s thch t xem Balotours l mi nh chung cho cng ng du lch khm ph, cung cp dch v ca Balotours cho cng ng ny khi h c nhu cu. Cung cp dch v Bn ng Hnh lin kt du khch c nhu cu tm bn i du lch cng. Balotours s tp hp cc thng tin t nhng khch hng c nhu cu v lin kt h li vi nhau. Xy dng v ti tr cho mt cu lc b cho cc bn tr Vit Nam yu thch du lch nhng khng c nhiu kinh ph, t vn cho h cch thc du lch cc r nhng khng km phn th v. T cu lc b ny s to nn mt xu hng mi l s thch du lch khm ph ca cc bn tr trong nc, gip h hiu r hn v t nc mnh, vi s dn dt ca Balotours. T vn khch hng qua in thoi v t vn trc tip v dch v ca cng ty. ng cc bi vit v cng ty trn cc tp ch du lch trong v ngoi nc. Lin h vi cc nh xut bn Guidebook a thng tin v cng ty vo cc n phm ny v khch hng nc ngoi thng xuyn s dng Guidebook khi i du lch.

5.4.3. Cung cp dch v trc tip:Vic tip xc trc tip cung cp dch v cho khch hng l khu cc k quan trng trong chin lc pht trin thng hiu ca Balotours ng thi cng l mc tiu chnh ca Balotours sau khi thc hin vic qung co v quan h cng ng. Khch hng tip xc trc tip vi Balotours s c nhng n tng r nt hn v cng ty, y chnh l lc h c th nh gi chnh xc cc gi tr m dch v ca Balotours cam kt mang li . Nhng hiu qu ni bt t vic cung cp dch v cho khch hng thnh cng c th nhn thy :- Khch hng c tha mn nhu cu t dch v ph hp , nu c dp quay li h s s dng li dch v ca Balotours, du khch c th chia s thng tin v cm nhn v dch v ca Balotours cho bn b v nhiu du khch khc t to nn mt cng ng du lch Ba L vi cc c trng do Balotours h tr. t c mc tiu trn Balotours thc hin nh sau: - Trang tr cc i l ca Balotours theo phong cch tr trung,nng ng, thn thin. - Hun luyn v thng nht v tc phong lm vic cho cc nhn vin tip xc trc tip vi khch hng , lun sn sng chia s, lng nghe khch hng mi lc mi ni p ng nhu cu ca h, c gng gi vng mi quan h thn thit vi khch hng to cho h cm gic lun c cho n ti Balotours.- Thnh lp mt b phn t vn khch hng trc tip v qua in thoi kp thi h tr khch hng mi lc mi ni khi s dng dch v ca cng ty.

5.4.4.Khuyn mi:y l hat ng khng th thiu trong chin lc khc bit ha ngn hn ca Balotours. Mc d vi kinh ph hn hp nhng cc chng trnh khuyn mi ca Balotours s nhm n vic mang li cho khch hng cm gic thch th v s dng dch v gi r li cn c nhn thm cc gi tr gia tng. Chng trnh khuyn mi s c din ra ch yu trong ma du lch cao im , lc ny nhu cu tng cao, lng khch i du lch ng hn to iu kin cho Balotours qung b dch v v hnh nh ca mnh n du khch. Cc chng trnh khuyn mi gm:- Khuyn mi cho cc nhm khch ng (t 5 ngi tr ln)- In bn tng cho khch hng trn bn kho lo lng ghp v Balotours v cc dch v m cng ty cung cp.- Tng qu lu nim: nhng du khch s dng dch v nh ngh, homestay trn 5 ngy s c Balotours tng mt bc tranh phong cnh c v trn giy gi, mt loi giy c trng ca ngi Vit Nam ta. Bn cnh nhng vt phm lu nim nh m hnh nn l thu nh, nhng vt dng th cng m ngh khc cng c Balotours dng lm qu tng cho khch hng.