CHIN LC MAKETING CA TP ON NOKIAI- Gii thiu v chin lc Marketing v cch tip cn:1. Khi nim chin lc MarketingL mt h thng lun im logic, hp l lm cn c ch o cho mt doanh nghip t chc, tnh ton gii quyt nhng nhim v marketing ca mnh.Xc nh mc tiu:Qui Trnh Marketing

C l vic u tin l cn phi xc nh r mc tiu, yu cu ca cng vic cn phi t c trc khi bt tay vo lm mt vic g.Mc tiu marketing xut pht t muc tiu kinh doanh ca doanh nghip.Nm r mc tiu kinh doanh ca doanh nghip gip ta pht tho nh hng v hoch nh hot ng marketing nhm t c mc tiu m doanh nghip ra. Nm r mc tiu gip ngi hoch nh bit c h s nh trn nhng mt trn no (thi trng mc tiu), cn chim bao nhiu n bt (doanh s v th phn), t c th tnh ton mnh cn bao nhicu qun, bao nhiu lng thc v sng n ( ngun lc v ngn sch).Phn tch th trngSau khi nm r mc tiu, ta cn phi nghin cu v phn tch th trng nm c nhng yu t v m,vi m c tc ng n hot ng kinh doanh ca doanh nghip, bit c c cu vn hnh ca thi trng v cc bn tham gia vo chui gi tri skillk bit c u l nhu cu v mong mun ca khch hng, u l nhng i th cnh tranh v iu g gip h to c ch ng trn th trng. Ngoi ngi mua, ngi bn sn phm ca ta, ta cng cn bit u l nhng di tng tc ng. T nhng thng tin trn ta cn phn tch bit c u l nhng thun li v c hi, u l nhng kh khn, thch thc. u l nhng u im v u l nhng im yu ca chng ta so vi cc i th cnh tranh.Phn khc thi trngT nhng kt qu phn tch tnh hnh v nhng am hiu v th trng, ta s tnh ton xem nn nhn th trng nh th no, hay ni mt cch khc l nn phn chia th trng nh th no cho hp l,phn khc th trng gip ta nhn ra nhng c hi kinh doanh m cc i th khc cha nhn ra.Vic chn th trng mc tiu gip chng ta tp trung ngun lc vn rt c hn ca chng ta phc v nhng khch hng ph hp nht, nhng khch hng m nhng dim mnh ca chng ta cng chnh l nhng g h cn nht.Hoch nh chin lcT nhng kt qu phn tch tnh hnh th trng, nhng am hiu v nhu cu ca khch hng v dim mnh, im yu ca i th cng nh l nhng xu th ca th trng trong tng lai, n lc chng ta hoch nh chin lc marketing cho tng th th trng. Chin lc marketing ch ra chng ta s cnh tranh nh th no thnh cng, iu g chng ta s lm v iu g chng ta s khng lm.Xy dng gii phpDa trn nhng hiu bit ca mnh v khch hng, i th cnh tranh, v ly chin lc marketing lm nh hng, ta xy dng gii php gi tri cho khch hng. Ta bit rng lm hi lng khch hng v chin thng i th cnh tranh, gii php ca chng ta phi l nhng gii php u vit. N bao gm nhng sn phm v dch v ph hp m ta khng ngng nghin cu ci tin nhm mang li nhng li ch ti u cho khch hng.Chin lc phn phiNhng gii php u vit bao gm nhng sn phm v dch v ca chng ta cn phi c a ra th trng n vi khch hng mt cch hu hiu. Chng ta cn hoch nh chin lc l trnh ra th trng cho sn phm. C trng hp chng ta phi trc tip phc v khch hng, nhng cng c trng hp cc i tc phn phi c th gip chng ta lm iu mt cch hu hiu hn. Vic chn i tc t chc knh marketing ng mt vai tr quan trng, mang yu t quyt nh thnh bi i vi mt chin lc marketing nn cn phi c tnh ton v cn nhc mt cch thn trng.Chin lc giT nhng gi tr v li ch m chng ta mang li cho khch hng, gi l yu t marketing duy nht gip chng ta thu li gi tr cho mnh. Chin lc gi no s gip chng ta ti u ha li nhun nhng vn m bo tnh cnh tranh ca sn phm?Chin lc truyn thngSau khi c sn phm ph hp, c t chc a n cho khch hng mt cch tin li vi mc gi cnh tranh, chng ta cn phi truyn thng khch hng bit n v ghi nh thng hiu ca chng ta, bit c sn phm ca chng ta tt p nh th no, ph hp cho i tng no, v ti sao khch hng nn mua sn phm ca chng ta ch khng phi l sn phm i th cnh tranh.Phi hp truyn thng ( communication mix) no s gip chng ta thc hin c mc tiu trn vi mt mc ngn sch hp l nht?Ke hoch thc hinSau khi cc ni hm v chin lc v k hoch c tnh ton v hoch nh chu o xong, chng ta cn mt k hoch trin khai thc hin trin khai tng chi tit ra ngoi th trng. Chng ta bit rng cho d chin lc c hay n my i chng na m k hoch thc hin li qu km th coi nh cng sc cng b i. Vy nhng k nng v cng c g m chng ta cn phi nm bt m bo trin khai thnh cng?nh gi v rt kinh nghimMi th nghe c v n? Tuy nhin, iu khng may l khng bao gi c mt k hoch hon chnh mt cch tuyt i c. Nhu cu ca khch hng cng thay i theo thi gian, v i th cnh tranh cng khng chu ngi yn nhn chng ta thao tng th trung. Trong qu trnh trin khai chng ta cn ngi li nh gi kt qu thc hin v rt kinh nghim, nhm iu chnh chin lc v k hoch ca mnh cho tt hn.2. Cch tip cn:Ty theo mc tiu ca tng doanh nghip m s c nhng cch tip cn khc nhau trong vic hnh thnh chin lc marketing ca mnh.*Theo cch tip cn th trng th c cc chin lc marketing: thm nhp th trng, chin lc m rng th trng, chin lc pht trin sn pham , chin lc a dng ha sn phm*Theo cch tip cn v phi hp cc bin s marketing( marketing-mix), chin lc nh gi, chin lc phn khc th trngII- Cc chin lc marketing ca tp on Nokia:1. Gii thiu chung v tp on:Trong sut 138 nm thnh lp v pht trin, Nokia t' mt hng sn xut giy tr thnh mt tng cng ty cung ng nhiu sn phm cng nghip v hng tiu dng, v hin nay l mt trong nhng doanh nghip hng u trn th gii v truyn thng di ng.Nm 1960, tp on Nokia c thnh lp t s st nhp ca 3 cng ty Phn Lan ; Nokia Company , nh my sn xut bt g lm giy thnh lp nm 1865. Finnish Rubber Works Ltd, nh sane xut ng cao su, lp xe v x sn phm cao su cng nghip v tiu dng khc thnh lp nm 1898. V nh cung cp dy cp cho cc mng truyn ti in, in tn v in thoi thnh lp nm 1912.Nm 1960, Nokia bc vo th trng thit b vin thng v thnh lp ti Finnish Cable Works mt b phn chuyn v in t tp chung sn sut cc thit b truyn v tuyn.Vo u nhng nm 1990, chng ti thc hin mt quyt nh chin lc ly vin thng lm cng vic kinh doanh then cht vi mc tiu dn u th trng ti mi th trng chnh trn th gii, do chng ti bt u bn i nhng hot ng cn nghip c bn v khng phi l vin thng.Trong thi gian t nm 1989 n nm 1996, chng ti b cc doanh nghip sn xut giy, my tnh c nhn, cao su, giy dp, ha cht nh my in...Ngy nay Nokia bao gm 2 tp on kinh doanh Nokia Mobile Phones v Nokia Networks. Nokia Mobile phones l mt nh sn xut in thoi di dng ln nht th gii.Nokia Net Works l mt nh cung cp hng u c s h tng mng di ng, bng thng rng v IP v cc dch v c lin quan.Ngoi ra cng ty cn c n v Nokia Venture Organization ring bit v n v nghin cu Nokia Research Center. Nokia Venture Organization c chc nng nhn din v pht trin nhng tng kinh doanh mi ngoi mi quan tm chnh hin nay ca Nokia v gp phn pht trin v i mi nhng cng vic kinh doanh then cht hin nay ca chng ti. Nokia Research Center to ra kh nng cnh tranh v i mi cng ngh ca Nokia trong nhng lnh vc cng ngh thit yu cho s thnh cng ca cng ty trong tng lai.L cng ty hng u trong lnh vc truyn thng di ng ti khu vc chu - Thi Bnh Dng, Nokia bt u hot ng ti khu vc vo u nhng nm 80. T , Nokia thit lp mt nhn hiu hng u ti nhiu th trng a phng v cng vic kinh doanh cng c m rng ng k ti tt c cc khu vc h tr nhu cu khch hng v s pht trin ca cng ngh truyn thng trong khu vcTr s chnh khu vc ca Nokia c t ti Alexandra Technopark Singapore. L trung tm ca khu vc ca Nokia, y l c s ca hn 700 nhn vin Nokia cung cp cc cng ngh, sn phm v gii php h tr 20 th trng khc nhau v cc vn phng Nokia ti chu - Thi Bnh DngTrung tm ti chnh khu vc Nokia - Nokia Treasury Asia - hot ng t Singapore nh mt ngn hng ni b ca tp on phc v cc cng ty con Nokia ti khu vc chu - Thi Bnh Dng. Nokia Research Center - b phn nghin cu ca tp on - c cc vn phng t ti Nht v Trung Quc. Nokia cng sn xut cc sn phm t 3 c s chnh ti Masan (Hn Quc), Bc Kinh v Qung ng (Trung Quc).T thng 1 nm 2004, Nokia sp xp li cu trc t chc ton cu nhm tp trung vo tnh hi t, cc th trng di ng mi v ang tng trng. e phc v cc lnh vc kinh doanh mi trong thi i di ng trong khi vn cng c c v tr hng u trong lnh vc truyn thng thoi di ng,Nokia c 4 b phn kinh doanh p ng tt nht nhng yu cu ca mi lnh vc.Mobile Phones cung cp nhiu sn phm in thoi di ng c tnh cnh tranh cao trn ton cu cho cc phn khc khch hng ln v pht trin in thoi di ng cho tt c cc chun chnh v cc phn khc khch hng ti hn 130 quc gia. B phn ny chu trch nhim kinh doanh in thoi di ng chnh, ch yu da trn cc cng ngh WCDMA, GSM, CDMA v TDMA. Mobile Phones tp trung cung cp nhng sn phm in thoi giu tnh nng cho tt c cc phn khc trn th trng ton cu.Multimedia cung cp a truyn thng di ng cho khch hng qua cc thit b di ng v ng dng tin tin. Cc sn phm c tnh nng v chc nng nh hnh nh, tr chi, m nhc, truyn thng v mt lot cc ni dung hp dn khc cng nh cc ph kin di ng v gii php sng to.Networks tip tc cung cp h tng mng, cng ngh hng u v cc dch v lin quan da trn cc chun khng dy chnh cho cc nh iu hnh di ng v cc nh cung cp dch v. Tp trung vo cc cng ngh GSM, b phn Networks hng n v tr hng u trong lnh vc mng GSM, EDGE v WCDMA. Cc mng ca chng ti c lp t tt c cc th trng chnh trn ton cu theo nhng tiu chun ny. Networks cng l b phn cung cp hng u vic truy cp bng thng rng v cc mng TETRA cho nhng ngi s dng chuyn nghip trong lnh vc an ton v bo mt.Enterprise Solutions cung cp hng lot cc thit b u cui v gii php kt ni di ng khng dy da trn cu trc di ng cui-cui chuyn dnh cho doanh nghip v cc t chc trn ton cu gip ci tin hot ng thng qua tnh di ng m rng. Cc gii php cui-cui bao gm t cc thit b di ng ti u ha cho doanh nghip trn front end n mt danh sch nhiu cng gateway ti u ha doanh nghip di ng bao gm: internet v email khng dy, di ng ng dng, bo v tin nhn, cc mng c nhn o, bc tng la v bo v chng xm nhp.Sn phm:

2. Nhng chin lc marketing ca Nokia:Ket qu ca chin dch ng nh Nokia mong i. Tuy khng tit l con s c th, nhng theo ng Minh, vi vic tip th qua video clip trn cc trang web v chn qung co ng gi vng trn phng tin truyn thng ph hp (truyn hnh, bo in), ngn sch tip th tit kim khong 50%.Vi chiu thc mi, Nokia tit kim 50% ngnNgy nay, ngay c cc tp on a quc gia c tim lc ti chnh vng mnh, cng phi tm mi cch tit gim ngn sch tip th m vn t c hiu qu mong i. Nokia ti Vit Nam cng trin khai mt chiu thc t c mc tiu y.Cu chuyn ca Nokia E75C mt chng nhn vin vn phng bnh bao, sau bao phen vt v trong gi cao im, anh vn khng th hon thnh cng vic xp giao. Anh cng Hn h qua mng m khng bit trong cc c gi mc o hoa qun c ph kia, ai l ngi m anh hn.Gi cao im v Hn h qua mng l tn ca hai video clip hi hc, a ra tnh hung nan gii t mt nhn vt gp kh khn trong vic nhn v gi email trong tnh trng khn cp. Hai video clip ang c truyn i kh nhiu trn cc website, blog, din n nh Clip.vn, Youtube.com, Zing.vn, Vietnamworks.com, caravat.com, nokia.com.vn. Chng trai y cn mt gii php v anh ang ku gi mi ngi t vn cho mnh.Ch trong 2 tun, hn 3.500 ngi gi gii php v cho Nokia. T y, cu chuyn ca chng trai s kt thc c hu khi anh c Nokia E75, ng nh thng ip ca n: Vi Nokia E75, email cha bao gi d dng n th!iu c th hin nhiu ng sau cu chuyn ca chng trai trn l chin dch tip th ca Nokia ni ring v Nokia E75 ni chung. Chin dch ny c v ph hp vi thc tin v 3 l do: dn s tr Vit Nam ang nghin th gii mng. H khng mun tip nhn kiu qung co h ho, kh hiu v

c bit l cc sn phm cng ngh. Quan trng hn, kinh t kh khn khin cc nh kinh doanh ngh n nhng gii php tip th t tn km, mang n nhiu cm xc hn v d i vo lng ngui. ng Nguyn H c Minh, Gim c tip th Nokia khu vc ng Dung, cho bit, i vi mt cng ty hng tiu dng a quc gia,cu chuyn tip th ca h rt d hnh dung. Tip th rng khch vi ngn sch ln trn cc knh truyn thng truyn thng. ng cho rng, n lc to nn chiu thc tip th mi, tit kim nhung hiu qu hn, nh cu chuyn Nokia E75 vira k.Thc cht, chiu thc tip th tri nghim qua vic to lp video clip tnh hung, pht tn qua mng, thu ht cng ng khng phi l mi. Honda lm s kin tng tri tim o trn Facebook nhn ngy l tnh nhn. Giy Geox nm 2008 cng thc hin chin dch tng t Vit Nam vi video clip Giy bit' th. Tuy nhin, Nokia, chin dch c nng ln mt bc khi to tng tc hai chiu vi cng ng thng qua tnh hung nu vn v tm gii php. y l cch lm tng cm xc cho ngi tham gia. ng Minh ni: Lc ny, khng th ni cho ngi khc nghe rng bn c th ny rt tt, hy mua n i! iu bn cn lm l gip mi ngi tri nghim n thc s.Xu hng tch hp dch v a dngKet qu ca chin dch ng nh Nokia mong i. Tuy khng tit l con s c th, nhng theo ng Minh, vi vic tip th qua video clip trn cc trang web v chn qung co ng gi vng trn phng tin truyn thng ph hp (truyn hnh, bo in), ngn sch tip th tit kim khong 50%.Hai video clip ny nm trong giai on 2 ca chin dch tip th cho E75 v cc dng E-series khc ca Nokia. giai on 1 (trc khi E75 c tung ra vo thng 4.2009), Nokia t chc chng trnh ngi kt ni nhng ngi lm kinh doanh ca cc cng ty a quc gia ti Vit Nam, lng ghp vo mt phn thng ip v vai tr ca email trn in thoi di ng.Qua chin lc tip th kt ni cng ng, Nokia E75 vi chc nng c bit l email trn in thoi di ng, hg n 2 nhm phn khc: ngi tiu dng i chng v doanh nghip. Ring khc doanh nghip, Nokia lin kt vi Microsoft (trong vic cung cap server) v mt nh mng Vit Nam trin khai dch v email trn in thoi trn gi cho doanh nghip. T nhng bc tip th chin lc trn ca Nokia, c th nhn thy mt xu hng. Cc nh kinh doanh in thoi di ng khng dng li vic cung cp thit b m mun m ra mt ng ua v tch hp dch v a dng.Theo Nhip Cau Dau TuTp trung vo dch v Internet v thay i cc xu hng trong ngnh, Nokia cng b i mi chin lc di ng cho kinh doanh.Nokia s tp trung cung cp nhng thit b v gii php tt cho th trng bng cch tng cng hn na nhng mi quan h chin lc vi nhng nh cung cp cng ngh dnh cho doanh nghip hng u. Nokia cng b k hoch ngng pht trin hoc tip th cc gii php di ng dnh cho kinh doanh sau bc tng la ring ca mnh.Nhng cng ngh v kinh nghim ph hp s c chuyn sang dch v 'push email' tiu dng mi ca Nokia. Trong thi gian ti, Nokia d nh thit lp cc gii php dnh cho doanh nghip bng cch kt hp cc thit b v ng dng ca Nokia vi nhng gii php phn mm t nhng nh cung cp hng u dnh cho doanh nghip nh Microsoft, IBM, Cisco v.v...Trong mt bc tip theo nhm bo m tp trung mt cch r rng vo lnh vc kinh doanh di ng ct li, Nokia cng cng b rng cng ty ang trong nhng giai on tin trin ca nhng cuc tho lun cho kh nng bn b phn kinh doanh thit b bo mt ca Nokia cho mt nh u t ti chnh.Chin Ic Marketing k i lp: trong marketing, khng c g kh khn hn l phi cnh tranh vi mt i th hng mnh ang chim u th tuyt i trn th trng vi th phn p o. Chin lc ca cc doanh nghip cnh tranh thng s ph thuc vo chin lc ca market leader (ngi lnh o th trng) ny. C mt chin lc c s dng rt thnh cng: Tr thnh k i lp.Chin Ic marketing thay i theo vng i sn phm: chin lc marketing phi thay i trong tng giai on ca vng i sn phm. Chin lc cnh tranh lin quan n vic to dng nhng c im khc bit c khch hng nh gi cao. Khi lp chin lc, cp qun l phi xc nh s khc bit no c nh gi cao v i tng khch hng no nh gi cao s khc bit y. Chin lc marketing phi ph hp vi chin lc ca cng ty. Ngi lp chin lc marketing cn tr li cu hi: Ti sao khch hng li mua sn phm (hay dch v) ca chng ta ch khng phi ca i th cnh tranh? Chin lc marketing xc nh th trng mc tiu, sn phm hoc dch v s c nh v nh th no, v n s c qung b thng hiu ra sao? Mt sn phm mi thng s i qua bn giai on ca vng i sn phm: gii thiu, pht trin, chn mui v suy tn. Mi giai on tng trng cho mt thch thc khc nhau i vi nhng ngi lm cng tc marketing.-Trong giai on gii thiu, nhim v ca b phn marketing l xy dng thc v loi sn phm v hng dn khch hng tim nng v cch h c th dng sn phm mi phc v cho li ch ca mnh. Nhng sn phm v dch v no tri qua mt giai on pht trin nhanh chng v doanh thu trn on v sn phm s thu ht cc i th cnh tranh. Thch thc trong giai on ny l xy dng thng hiu. Trong giai on chn mui, th trng ca ngi bn nhng ch cho th trng ca ngi mua. Li nhun gim do cc nh sn xut tranh u vi nhau ginh th phn ln hn. Cc nh marketing phi ng u vi thch thc hi sinh thng hiu. Suy tn l giai on cui cng ca vng i sn phm. Trong giai on ny, doanh thu ca sn phm lin tc gim, cc nh marketing n lc ci thin cng dng mi cho cc sn phm c ca h, tm th trng mi, hoc gt hi cng nhiu li nhun cng tt khi vng i sn phm sp n hi kt thc.3. Vic phn khc th trng ca Nokia:Nokia tng tn cng cc phn khc th trng bng 3 d mi Nh sn xut in thoi di ng Phn Lan va lin tip gii thiu ba mu in thoi Nokia 6303, 6700, 2700 nhm nh vo cc th trng trung, cao cp v gi r. Thi im a ra th trng m hng ny chn l vo qu III nm nay.

Nokia 2700.- Nokia 6303 vi kiu dng c in, in thoai ny nhm cho th trng tm trung. Nokia 6303 c kh nng chp hnh 3 megapixel t ng ly tiu c. Mn hnh hin th 2.2 inch QVGA 16M triu mu, c phn mm bn Nokia Map v jack cm tai nghe chn 3.5mm.Chic in thoi ny ch dy 11.7mm, h tr ti ba bng tn GSM nhng khng h tr 3G. C th cm thm th nh ti a l 4G v c chc nng nghe i FM vi RDS - cho php hin th thng tin bi ht.c bit, Nokia 6303 c nhng ng dng trnh duyt ngun m ni ting ginh cho in thoi ca hng ny Nokia WebKit m ch c cc in thoi chy trn nn h iu hnh Symbian S60. Trnh duyt c h tr Flash Lite 3 cho php xem cc video Flash true tuyn. Gi Nokia 6303 khong 135 euro (cha k thu v cc iu kin gim tr) c km th nh 1G.

Nokia 6303.- Tip theo l Nokia 2700 c kh nng chp hnh 2 megapixel v quay video phn gii QCIF. Mn hnh hin th ca ch d ny l 2-inch, 262 nghn mu phn gii QVGA. Nokia 2700 l mt trong cc mu in thoi gi r ca hng nhng h tr ti 4 bng tn GSM v cho php ci t v s dung GPRS/EDGE. Ngoi ra, n cn tch hp i FM vi RDS, Bluetooth v h tr th nh microSD m rng ti a 2G.card. Gi ca chic in thoi ny khong 65 euro.-Ring Nokia 6700 l dng in thoi S40 c thit k tng t 6300 - mt trong nhng in thoi bn chy nht. Nhng phin bn 6700 nhm vo th trng cao cp, gi ca ch d ny ln ti 235 euro (cha k thu v cc khon gim tr) km th 1G. c trang b camera 5 megapixel t ng ly tiu c v h tr nh v ton cu GPS km bn Nokia Map. Ch d ny cng c tch hp thm trnh duyt Nokia WebKit nh chic 6303.

Nokia 6700.- Nokia 6700 kh mng ch dy llmm, mn hnh 2.2-inch 16 triu mu vi phn gii QVGA. Chic in thoi ny h tr 4 bng tn GSM v 3 bng tn MTS cng thm l h tr truyn ti d liu tc cao HSDPA ti 10 Mbps.Rt tic ch d ny khng h tr wifi v c vn bn, hai tnh nng ny u c tch hp trong Nokia 6260. Quay video ch t phn gii VGA vi tc 15 hnh/giy hoc quay phn gii CIF vi tc 30 hnh/giy.Khng ch dng li th trng in thoi Nokia ang tnh chuyn gia nhp th trng laptop - Tr li phng vn trn i truyn hnh quc gia Phn Lan, CEO Olli-Pekka Kallasvuo ca hng sn xut in thoi ln nht th gii cho bit hng ang c nh s gia nhp th trung my tnh xch tay.

Hnh nh m phng laptop ca Nokia Khi c hi liu Nokia c k hoch sn xut laptop hay khng, CEO Kallasvuo chia s rt chn thnh. ng cho bit, Nokia ang mun tm kim thm CO' hi gia nhp th trng ny. Nokia tit l nh sn xut laptop ch mt tun sau khi hng sn xut my tnh ln th 3 trn th gii Acer (i Loan) tung ra mt lot smartphone u tin dnh cho doanh nhn. Acer ni tip cc n anh l HP v Lenovo gia nhp mt trn smartphone ang thu hi nhiu thnh cng. Vic cc hng sn xut my tnh t tham vng ln sn sang th trng smartphone l iu d hiu bi li nhun m n mang li ang mc cao. Cn nh gia nhp th trng my tnh vn ch mang li mt khon li nhun kh khim tn ca Nokia khin nhiu ngi lo ngi. Nokia c l rt nng lng mun gia nhp th trng my tnh bi hng ny nhn thy c li th ca mnh vi quy m sn xut rng ln, dy chuyn sn xut v phn phi hot ng hiu qu, Ben Wood, GD phn tch ca cng ty nghin cu th trng CCS Insight, nhn xt. Theo ng ny, hin tt c cc hng vin thng di ng v cc cng ty bn l u b sng laptop v netbook vo danh mc phn phi ca h bn cnh TD. y chnh l l do Nokia ang nh gi cao phn khc th trng ny.3.S cnh tranh ca Nokia vi Apple.Vic pht trin ca Nokia gp khng t nhng cnh tranh khc lit ca nhng hng vin thng in t khc.

IM a KIANokia dng nh ang mun nhc c th gii rng, h l k thng tr trong lng sn xut in thoi di ng, ch khng phi Apple.Mi y, ch trong vng c 4 ngy, hng in thoi Phn Lan ang chim th phn 37% trn th trng di ng ton cu ny cng b k hoch nhy vo lnh vc sn xut netbook, tung ra mt chic in thoi mn hnh cm ng gi r mi v mt chic my tnh bng (Internet tablet) mi.Song song vi , Nokia iu chnh b my lnh o, a mt nhn vt chu trch nhim v tnh thn thin vi ngi s dng vo Hi ng Qun tr. Ngoi ra, Nokia cn tit l mt n lc y tham vng nhm a dch v chuyn tin ti hng t ngi s dng in thoi di ng nhng khng c ti khon ngn hng ti cc th trng ang ni ln.Kh chu vi AppleHu ht cc ng thi trn ca Nokia u c gii quan st xem l s p tr nhng bc tin mnh m ca Apple. Thi gian qua, s thnh cng ca Apple vi chic in thoi thng minh iPhone c v lm Nokia kh chu. Mc d Apple mi chim th phn cha y 2% trn ton b th trng di ng ni chung, chic iPhone chim mt mt th phn kha kh trn phn khc th trng in thoi thng minh - mt phn khc th trng c xem l bo b hin nay.Theo s liu ca hng nghin cu Gartner, doanh s ca cc loi in thoi thng minh cao cp, c chc nng tong t nh my tnh tng 27% trong qu 2 nm nay, so vi mc gim doanh s 6% trn th trng di ng ni chung. Cng theo Gartner, th phn ca Apple trn phn khc th trng in thoi thng minh trong qu 2 tng ln mc 13%, t mc 3% cng k nm ngoi. Trong khi , th phn ca Nokia gim t 47% v 45%.Tr li phng vn ca t Business Week, Gim c iu hnh (CEO) ca Nokia, ng Olli-Pekka Kallasvuo, ph nhn vic Apple ang cho li chin lc ca hng. Thay vo , ng Kallasvuo cho bit, Nokia ang hng ti mt th trng hon ton mi trong bi cnh lnh vc in thoi di ng chuyn hng t ch cao phn cng sang t trng tm vo nhng dch v nh tr chi, m nhc v nh v. khng n thun l chuyn cnh tranh vi cc i th nh Apple, m l vic ginh mt sn chi mi, mt sn chi cn cha c i th, CEO Nokia ni.

Mc d vy, mt lot nhng bc i mi ca Nokia nh nu trn cho thy Nokia ang tin hnh mt cuc tng phn cng sau mt thi gian di Apple lm ma lm gi trong lng cng ngh. D bo, trong s kin thng nin Nokia World din ra vo ngy 2-3/9 ti Stuttgart ti y, Nokia s cn a ra nhng thng bo quan trng na.Nhng cu tr liTrong s nhng cu tr li c a ra ca Nokia nhm vo Apple l chic netbook c tn Booklet 3G ra mt hm 24/8 va ri. Chic netbook ny cng l li cnh bo ca Nokia i vi cc nh sn xut my tnh nh Acer v Dell vn cng ang dm ng th trng in thoi di ng. Tuy vy, hon ht, Booklet 3G c coi l n ph u dnh cho chic netbook dng bng (tablet) ca Apple m gii cng ngh ang n on t nhiu thng nay.Bng cch tung ra chic Booklet 3G 6 thng trc thi im c d bo l lc Apple gii thiu chic my tnh bng mi kia, Nokia ginh c hi khai thc cc kt ni vi cc nh mng v ginh th trng. Khi Apple gii thiu phin bn u tin chic netbook ca h, Nokia c the gii thiu phin bn th hai, Gio s N. Venkat Venkatraman thuc i hc Boston, M, nhn xt.Ni ting l mt tp on giu kinh nghim vt kh, Nokia nhn thc ra rng, h cn hc theo Apple bng cch thit k nhng sn phm d s dng, thay v nhng sn phm cht y cng ngh ti tn. e lm c iu ny, vo ngy 27/8 va qua, Nokia tuyn b b nhim ng Alberto Torres vo v tr lnh o b phn gii php mi c thnh lp, ng thi vo mt gh trong Hi ng Qun tr. Vi kinh nghim tng lm lnh o hng t vn McKinsey, ng Torres c trao nhim v lm cho cc thit b ca Nokia hot ng nhuyn hn vi cc phn mm v dch v.Mt ng thi na ca Nokia p tr Apple l chic in thoi mn hnh cm ng 5230 ra mt hm 258. Thit b ny em n hng lot chc nng ca mt chic in thoi thng minh nh nh v GPS, lu tr nhc cho 33h chi, kh nng kt ni cc dch v Internet nh Facebook. Trong khi , gi ca Nokia 5230 ch 210 USD.Chic in thoi ny nhm vo cc th trng ang ni ln, ni cc khch hng trung lu khng tin mua iPhone, hoc nhng ni iPhone cha t chn ti. Ti nhng quc gia v khu vc nh n hay chu Phi, Nokia vn ang gi ngi vng trn th trng in thoi di ng.Ngoi ra, c chng minh sc mnh ca mnh, vo ngy 26/8 va qua, Nokia cn tuyn b d nh s cung cp dch v ngn hng c bn cho ngi s dng in thoi di ng. Theo Nokia, trn th gii hin c khong 4 t ngi dng di ng, nhng ch c khong 1,6 t ngi c ti khon ngn hng. Dch v chuyn tin trn di ng hin c mt v pht trin mnh ti cc nc chu Phi nh Kenya.Vi h thng phn phi ton cu, Nokia c th l cng ty duy nht c kh nng pht nhn rng nhng dch v nh vy khp th gii. Neu mun lm c vic ny, cn phi c th phn nh Nokia v s hin din nh Nokia ti cc th trng ang ni ln, v c mt thng hiu m ngi tiu dng tin tng, b Carolina Milanesi, mt nh phn tch thuc hng Gartner, nhn xt.Tuy vy, mt s nh phn tch vn t ra nghi ng v kh nng thnh cng ca Nokia nhng mng th trng m h la chn cnh tranh vi Apple. L do y l, Nokia khng phi l mt hng phn mm nh Apple, m im to ra s khc bit ca iPhone hay iPod li chnh l phn mm ca nhng sn phm ny.4. Nokia th trng Vit Nam.Gii tr Vit Nam ngy nay rt chung cc mng x hi. H cng rt thch chat v cp nht trng thi mng x hi trn thit b di ng. Yahoo messenger, Gmail v Facebook l nhng mng x hi c a chung nht ti Vit Nam hin nay. Ngoi ra, Ovi chat cng ang tr nn ph bin hn vi nhng ngi thch cng ngh v cc bn tr thch khm ph. Hn na, vi khong 300.000 im ph sng Wifi trn c nc, truy cp Internet bng thit b di ng tr nn d dng hn rt nhiu. V vy, Nokia a rt nhiu loi in thoi vi nhiu chc nng u vit ti th trng Vit Nam v h tin rng nhng chic in thoi nh vy s p ng c nhu cu ngy cng cao ca khch hng Vit Nam.Nokia cam kt em li cc dch v di ng hu ch cho tt c mi ngi. iu ny s c khng nh mt ln na vi rt nhiu thit b di dng m Nokia gii thiu ra th trng Vit Nam. in thoi Nokia C3 vi Wifi chnh l tng trng cho khu hiu Ket ni mi ngi vn lun l mc tiu hot ng ca Nokia.C3 tch hp my nh 2-megapixel, mn hnh 262.000 mu; my c bn khng i km th nh nhng c th h tr th nh ln n 8GB. Ti Vit Nam, my s c 3 mu: xanh en, hng v vng trng.Ngoi C3 th Nokia cng a kh nhiu nhng loi in thoi sang trng khc ti Vit Nam nh: Nokia X6, Nokia 5800 XpressMusic ...Mi y nht th Nokia N8 v C7 cng chnh thc c tro bn tai Vit Nam

Hai mu d thng minh bom tn ca Nokia, N8 v C7, cui cng chnh thc ra mt Vit Nam. Gi hai sn phm ny, ln lt l 10.499.000 ng v 8.499.000 ng.III- KT LUN.Marketing l nhng cng vic khng th thiu i vi mi doanh nghip, mi tp on.Mc ch ca h l li nhun, Marketing li l cng c gin tip to ra li nhun. V vy cn c nhng chin lc ng n gip doanh nghip tiu th sn phm v thu li li nhun.Doanh nghip phi xy dng v thc hin nhng chin lc Marketiing mt cch hp l, hiu qu v c tm nhn nh vy s gip doanh nghip c c lng tin ca khch hng , s m rng c th trng, thi phn cho chnh doanh nghip.MC LCI- Gii thiu v chin lc Marketing v cch tip cn:1. Khi nim chin lc Marketing2. Cch tip cnII- Cc chin lc marketing ca tp on Nokia:1. Gii thiu chung v tp on.2. Nhng chin lc marketng ca Nokia.3. Vic phn khc th trng ca Nokia.4. Nokia th trng Vit Nam.III- KT LUNTI LIU THAM KHO1. Gio trnh Marketing trng i Hc Nng Nghip H Ni2. www.tailieuhav.comwww.nokia.com

3. Cng mt s trang web c lin quan khc...Nhng chic in thoi a chc nng ca Nokia

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