Chng 1: TNG QUAN V CNG TY CRE8TIVE MINDS1.1 Gii thiu Cre8tive Minds Group Cre8tive Minds Group c thnh lp vo nm 1945 bi Frank Caplan v Theasa Caplan ti Thy S, vi qui m ban u ch l 1 xng sn xut chi nh Zurich. Sau 10 nm, cng ty tr thnh mt trong cc hng sn xut v phn phi chi ni ting Thy S c bit chuyn v cc sn phm chi sng to pht trin tr tu. n nm 1975, sau khi chim lnh thnh cng th trng chi M, cng ty bt u m rng qui m ra cc ton cu. Hin nay, Cre8tive Minds Group c 6 c s sn xut Thy S,M, Anh, Trung Quc, n , Braxin v 1500 ca hng bn l 120 quc gia trn trn ton th gii. Nhng nhn hng sn phm t ca Cre8tive Minds Group l:

C cu t chc

B my qun l ca Cre8tive Minds Group bao gm cc b phn chnh sau:

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Chief Executive officerCommunity Education & Direct Qun l thng tin ca khch hng thng qua chui ca hng, website, mail.. Nghin cu pht trin v sn phm mang tnh gio dc cao

Markets & Products C chc nng qun l hot ng kinh doanh, marketing, pht trin sn phm ca ton h thng -

Corporate centre Bao gm cc b phn: qun tr ngun nhn lc, cng ngh thng tin, truyn thng, qun l dch v,

Global supply chain Qun l ton b hot ng cung ng, vn chuyn, v phn phi n cc cng ty con

Corporate finance C trch nhim qun l, iu hnh hot ng ti chnh ca tp on,

S mng, mc tiu, tm nhn S mng: Inspire and develop the children of tomorrow Cre8tive Minds Group lun quan tm n vic kch thch v pht trin tr tu sng to ca tr em, nhm mc ch gip tr pht huy ht nng lc tim n. Tm nhn: tr thnh mt trong cc tp on hng u th gii trong lnh vc sn xut chi thng minh. Mc tiu: Inventing the future of play Cre8tive Minds lun tin phong trong to ra phong cch chi mi cho tr, gip tr em trn ton th gii c tri nghim qua sn phm chi thng minh, tr tu. Cre8tive Minds khng ch cung cp sn phm thng minh, m cn pht trin nng lc tr tu nhn thc ca tr em. Slogan v Logo

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Geared For Fun & Learning -dnh cho tr va chi va hc, qua Slogan ta phn no hiu c Cuboro va l mt tr chi mang tnh gii tr cao cho tr va mt tr chi gip tr pht trin v tr tu v t duy, rt gn vi mt cu tc ng ca ngi Vit Nam Hc m chi, chi m hc. Khng nhng th hin tnh cht ca Cuboro, Slogan cn th hin mc tiu v mong mun ca cng ty em n nim vui, v s pht trin tt nht dnh cho tr em. nh hng pht trin Trong 5 nm tr li y, doanh thu ca Cre8tive Minds Group lin tip t mc tng trng 2 con s cho d th trng chi trn ton cu ang bo ha trong sut thp k va qua. Cre8tive Minds Group hi vng rng doanh s tip tc tng mnh trong giai on sp ti, thng qua vic u t pht trin sn phm v m rng th trng kinh doanh. Nm nh hng pht trin ca Cre8tive Minds Group trong thi gian ti l:

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Gi vng th phn ti Thy S: hin nhng sn phm ca cng ty chim 50% th phn ti y. Tng th phn ti M: Cre8tive Minds Group hin nay chim c 5% th trng chi ln nht th gii ny, v cng ty tip tc nng con s ln 8% trong 5 nm ti

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Tng th phn ti ng u: y l th trng c mc tng trng nhanh nht trong thi gian va qua, v mc tiu ca Cre8tive Minds Group l tng cng m rng nhiu chi nhnh trn th trng ny trong giai on tip theo u t pht trin vo cc th trng mi ni: mc d mc tng trng doanh s bn cc th trng ny hin ti khng cao, nhng li c nh gi s tng trng mnh trong tng lai trong khi 2 khu vc trn tin ti mc bo ha, nn Cre8tive Minds Group c nhiu d n u t pht trin th phn khu vc ny u t pht trin chi sng to: tip tc pht trin danh mc sn phm tim nng da trn kt qu nghin cu v th trng, khch hng.

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Cng ty Cre8tive Minds ti Vit Nam

- Cng ty Cre8tive Minds ti Vit Nam c thnh lp vo nm 2011, l cng ty con trc thuc Cre8tive Minds Group. Tn gi chnh thc ca cng ty l Cng ty trch nhim hu hn Cre8tive Minds Vit Nam. - Hin nay, cng ty s hu 2 ca hng chnh: Showroom v ca hng t ti siu th Vincom, d nh s m 37 i l bn l khc phn phi sn phm ca cng ty ti TP.H Ch Minh. - Ton b sn phm ca cng ty c nhp khu t nh my sn xut ca Cre8tive Minds Group t ti Trung Quc. - Cng ty chn dng sn phm Cugolino xy dng thng hiu ti th trng Vit Nam trong giai on u. y l dng sn phm g cht lng cao ca cng ty, xm nhp vo cc th trng chu rt thnh cng nh: Thi Lan, Innxia, Singapore,

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Chng nhn tiu chun cht lng Chng nhn tiu chun ISO 9001:2000 Chng nhn tiu chun ASTM Chng nhn tiu chun EN-71 Chng nhn tiu chun ST Chng nhn tiu chun TCVN 6238 :3-1997 Cc chng nhn trn th hin Cre8tive Minds Vit Nam cung ng nhng sn phm an ton, t tiu chun quc t v dch v tt nht cho khch hng. C cu t chc

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Tng gim c Ph tng gim c Phng Ti chnh K ton n v trc thuc -H thng i l bn hng Ca hng bn l

Phng Nhn s

Phng Marketing

Phng Kinh doanh

S mnh, tm nhn, mc tiu S mnh : Inspire and develop the children of tomorrow Tm nhn: quyt tm tr thnh Thng hiu hng u ti th trng Vit Nam cung cp chi tr tu cng nh cc mt hng v dch v cho tr em, tr thnh im n tin cy i vi cc bc ph huynh v cc em nh v cht lng hng ha v dch v. Mc tiu: cung cp nhng sn phm t tiu chun quc t v an ton cng nh kh nng pht trin tr tu cho tr em Vit Nam. Ngoi ra, cng ty cn tham gia tch cc vo cc hot ng cng ng phc v tr em vi mc tiu Tt c v s pht trin tr tu Vit. Phng thc thm nhp th trng Vit Nam Cre8tive Minds Group chn phng thc thm nhp l xut khu trc tip vo th trng Vit Nam thng qua cng ty con (commercial susidiary) Cre8tive Minds Vit Nam lm i din thng mi. Cng ty s m nhn vic nhp khu v phn phi sn phm ca Cre8tive Minds Group. y l mt chin lc thm nhp c cn nhc rt thn trng:

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Th nht, khi Cre8tive Minds Group t chi nhnh ngay ti Vit Nam s gip cho vic tm kim th trng v tip xc vi khch hng tt hn, kim sot cht ch qu trnh nhp khu hng sang Vit Nam v ton b hot ng Marketing din ra. Th hai, chin lc thm nhp vo th trng Vit Nam ph hp vi mt trong nm chin lc nh hng pht trin ca Cre8tive Minds Group trong thi gian ti- u t pht trin vo cc th trng mi ni nhm m rng th trng tiu th sn phm chi thng minh. Th ba, cng ty tin hnh nghin cu th trng trong sut 1 nm trc khi xm nhp, v xc nh Tp. H Ch Minh l im h cnh y tim nng ti Vit Nam. Tp. H Ch Minh gi vai tr u tu ca c nn kinh t Vit Nam. Nm 2010, thu nhp bnh qun u ngi thnh ph t 2.800 USD/nm, cao hn nhiu so vi trung bnh c nc (1168 USD/nm). Tng GDP c nm 2010 t 418.053 t ng (tnh theo t gi thc t khong 20,902 t USD), tc tng trng t 11.8%. y l khu vc chim n 11,45% sn lng tiu th chi ca c nc.

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Th 4, cng ty nhp khu 100% sn phm t nh my sn xut ti Trung Quc nhm cung cp sn phm c cht lng m bo tiu chun quc t, tit kim c chi ph vn chuyn. Cui cng, chin lc thm nhp ph hp vi mt trong nhng nh hng ca cng ty l tip cn trc tip vi khch hng hiu qu v nhanh nht, nn d mi xm nhp th trng nhng cng ty tng cng m rng knh phn phi bao gm: knh phn phi trc tip bng lc lng bn hng, ca hng ca cng ty v knh phn phi gin tip thng qua cc trung gian phn phi.

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Chng 2: NGHIN CU TH TRNG VIT NAM2.1 Phn tch c hi v thch thc t mi trng v m 2.1.1 C hi Tc tng trng kinh t Vit Nam cao v n nh. Mc d khng hong nn kinh t ton cu, Vit Nam vn t dc tc tng trng cao trong nhng nm gn y, vi nm 2006 l 8,17%, 2007 l 8,48%, 2008 l 6,18%, 2009 l 5,32% v nm 2010 tng trng GDP ca Vit Nam t 6,78 %. Vi tc tng trng GDP nh trn, kinh t Vit Nam dc nh gi l c tc tng cao ng th 3 trong khu vc Chu Thi Bnh Dng sau Trung Quc v n . Thu nhp bnh qun u ngi: trn 1.100 USD/nm (2010). Cha m ngy cng quan tm n s pht trin ca con ci thng qua cch chn cc hnh thc gii tr ph hp cho con1. chi ph hp vi tng la tui s gp phn quan trng trong hnh thnh tnh cch v nhn cch ca cc em trong tng lai. Chnh v th, chi khng ch n gin l ci cc em chi, l phng tin gii tr phi m bo v nhiu phng din: cht lng, tnh an ton, tnh gio dc v thm m. Vit Nam c dn s tr v tc tng dn s cao, tr em chim t l cao trong tng dn s to c hi cho cc cng ty chi.Vit Nam l nc ng dn th 3 ng Nam (sau Indonesia v Philipin), v ng hng 13 trn th gii. Nhn chung, quy m dn s Vit Nam kh ln, v vn c xung hng tng trong tng lai. V vy y c th xem l th trng tim nng cho sn phm chi thng minh. Vit Nam c coi l mt trong nhng quc gia c tnh hnh chnh tr n nh cao trn th gii. Vit Nam ch c duy nht mt ng cm quyn l ng cng

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Cng ty TNHH Cre9tive Minds Vit Nam thc hin kho st trn 1000 khch hng c con t 0-12 tui

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sn Vit Nam nn bo m cho vic thc hin nht qun cc chnh sch kinh t trong thi gian di. Vit Nam tham gia vo nhiu t chc kinh t th gii. ng ch nht l vic Vit Nam tr thnh thnh vin th 150 trong t chc thng mi th gii (WTO) vo ngy 1/1/2007. iu ny m ra nhiu c hi cho cc doanh nghip nc ngoi xm nhp vo th trng Vit Nam nh vic ct gim thu quan, cng nh dn dn hon thin h thng php lut, ci cch cc th tc hnh chnh Vit Nam. 2.1.2 Thch thc - V php lut, mi trng php l cho hot ng kinh doanh cha hon thin, cn tr gin tip, tc ng rt tiu cc i vi qu trnh hi nhp kinh t nc ta ni chung v xut nhp khu ni ring. - Ngoi ra, Vit Nam cha c c ch bo v nh kinh doanh v ngi tiu dng. Php lut bo v ngi tiu dng v chng c quyn c nhng vic p dng vn cha tt v thiu cc quy nh c th thc hin quyn v bo v quyn ca ngi tiu dng. c bit l cc hnh thc c quyn gy thit hi ln cho ngi tiu dng. - Th trng chi Vit Nam hin nay ang b chim lnh bi cc nh sn xut Trung Quc vn c hi v khng an ton. Cui thng 5, Tng cc Thanh tra gim st cht lng v kim dch Trung Quc (AQSIQ) cho bit gn 10% trong tng s 242 mu chi tr em (CTE) m c quan ny ly mu kim tra ngu nhin ti nc ny c du hiu khng an ton. C ti 20 chi trong s ny khng t tiu chun cho php, trong c 3 sn phm b nhim kim loi nng nh ch, crom. 2.2 Phn tch mi trng vi m theo m hnh 5 p lc cnh tranh ca Michael Porter 2.2.1 Phn tch i th tim nng

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Ngnh chi tr em ang l mt ngnh c nhiu i th tim nng mun gia nhp vo ngnh. Da vo m hnh 5 nng lc cnh tranh ca Michael Porter c th a ra nhng nguyn nhn lm cho mi e do gia nhp ngnh tng nh sau. Th nht, vn sn xut chi tr em khng ln. c tnh Vit Nam nm 2009 c 100 c s sn xut chi chuyn nghip hoc l mt b phn trong x nghip may thu, lm da, ch bin g, cc t sn xut, cc h gia nh. Ngun vn ca cc doanh nghip ch c vi nh sn xut l c quy m ln cn li l doanh nghip nh. V vy nguy c c doanh nghip gia nhp ngnh l rt ln. Trong c th k n cc doanh nghip sn xut g ( nh doanh nghip c Thnh), doanh nghip kinh doanh sa, sn phm cho tr em, Th hai, tnh kinh t ca quy m khng cao. i vi ngnh chi tr em li th kinh t khi quy m ln khng qu ln nh i vi ngnh cng nghip, in t.. V vy, cc doanh nghip mun gia nhp khng s b b xa v khong cch chi ph vi nhng doanh nghip hin hu. Th ba, s khc bit v sn phm khng r rng. Sn phm chi tr em vn a dng v mu m, cht liu, cng dng v khng c s phn bit nhn dng trong tm tr ngi tiu dng nh i vi cc sn phm cng ngh vi nhng chc nng ni bt khc bit. Mc trung thnh v nhn bit nhn hiu i vi sn phm chi tr em thp. Chnh v vy khi mt doanh nghip mi gia nhp s khng phi chu p lc chi ph marketing tip cn vi khch hng th trng ny. Th t, ro cn v php lut v tiu chun k thut khng qu kht khe.K t ngy 15 thng 4 nm 2010, chi tr em sn xut trong nc, nhp khu ch c lu thng trn th trng sau khi c chng nhn hp quy, cng b hp quy v gn du hp quy theo Quy chun k thut quc gia v an ton chi tr em (QCVN 3:2009/BKHCN) do B Khoa hc v Cng ngh ban hnh. Hin ti trong s hn 150 nh nhp khu chi tr em, QUACERT T chc chng nhn ca Vit Nam trc thuc Tng cc Tiu chun o lng Cht lng chng

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nhn hp quy cho sn phm chi tr em nhp khu vo Vit Nam ca hn 40 doanh nghip3. Th nm l h thng phn phi siu th, bn l kh d dng tip cn. Ngnh phn phi Vit Nam ang pht trin mnh m. Trong nhng nm gn y nhiu khu trung tm mua sm chi tr em ra i to iu kin cho cc doanh nghip n gn ngi tiu dng. Cc sn phm chi c thng hiu ni ting trn th gii cng tip cn th trng Vit Nam nh hai hng chi ln nht th gii Mattel, Hasbro. => Nhn chung vi nhng ro cn khng ln gia nhp th p lc t pha cc i th tim nng l rt ln i vi cng ty Kidsgeneration. 2.2.2 Phn tch i th sn phm thay th chi tr em rt phong ph v chng loi cng nh tc dng gip b pht trin cc kha cnh khc nhau ca nhn cch, tr tu v sc khe. Nu xt v cng dng c th chia chi tr em thnh cc loi sau: Loi chi hnh tng (hay m phng) L cc chi m phng con ngi hay cc vt, con vt trong th gii xung quanh tr. V d bp b, con g, con vt bng nha hay bng vi, bng gn - ci mung, ci ly, ci bn i, ci r, ci xoong v.v. Loi chi xy dng v lp ghp Ni theo cch khc y l loi chi vt liu m. Tr c th s dng xy dng cc cng trnh, lp ghp cc hnh nh, vt, dng c v.v. nh b xp hnh bng g, nha. Loi chi c tnh k thut c im ca loi chi ny l cc loi sn phm chy bng pin, bng in, chi k thut s v.v. v d my bay, tu ha, t.. Loi chi pht trin vn ng

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l nhng chi kch thch tr vn ng nh bng cc loi, gy th dc, thang leo, dy leo, vt cu lng, bng bn, bng r,.. Sn phm ca cng ty Cre8tive Minds VN thuc dng sn phm chi xp hnh, lp rp nhm kch thch sng to, tr tu ca tr. V vy nhng sn phm thay th cho chi ca Cre8tive Minds VN l sn phm chi hnh tng, k thut hay pht trin vn ng. Ngoi ra, games, chng trnh truyn hnh, cc loi my hc in t, ipad, play stationcng l cc sn phm thay th i vi sn phm ca cng ty Cre8tive Minds VN. V s nhy cm ca ngi mua i vi sn phm thay th. Ngy nay, nhiu nghin cu cho thy cc bc ph huynh ngy cng thc c s quan trng trong vic nh hng to iu kin cho tr rn luyn tr tu ngay t khi con cn nh thm ch l trong bng m nn h sn sng mua cc loi chi rn luyn k nng, dy tr nhng iu l th ngay cng tng d gi kh t. Mc nhy cm ca ngi mua i vi cc sn phm thay th l khng cao. V d nh khi gi ca nguyn liu tng dn n gi sn phm chi xp hnh tng th ngi mua cng khng qu nhy cm khng mua m chuyn sang sn phm thay th. 2.2.3 p lc cnh tranh t khch hng

Khch hng c phn lm 2 nhm: khch hng l, nh phn phi. C hai nhm u gy p lc vi doanh nghip v gi c, cht lng sn phm, dch v i km. Nhng khch hng c li th trong m phn: H thng siu th bn l, ca hng chuyn bn chi tr em: thuc loi nhm t khch hng mua nhng mua vi mt khi lng ln sn phm ca cng ty. l cc siu th, nh sch, h thng cc nh phn phi c quyn, ca hng chi s v l, cc i l.. Nh vy cc h thng ny u mua chi tr em vi s lng rt ln v h c quyn lc rt ln trong m phn v gi c vi cng ty.

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Cc khu vui chi tr em, nh tr, trng mm non, bnh vin: ngi mua rt tp trung nhng h chim mt th phn ng k. H l nhng khch hng mua chi tr tu vi s lng ln , v th cng gy ra p lc v gi c vi cng ty trong m phn. Nhng khch hng c quyn lc thp:

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Khch hng c nhn, gia nh nh: khch hng rt phn tn (rt nhiu hoc rt khc nhau, khng c nh hng n sn phm hay gi c). l cc ng b , b m, nhng ngi c tr nh, khi h quan tm nhiu hn n s pht trin ca tr th chi tr tu tr thnh mt hng t gi v thit yu cho con h. 2.2.4 p lc t nh cung cp

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Cc nh cung cp ca Cre8tive Minds VN l cc doanh nghip cung cp nguyn, vt liu nh (g, sn, ph liu) lm chi.

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Do Cre8tive Minds VN l thng hiu chi ni ting, c tr s chnh n t nc Thy S. Vi vic xm nhp th trng Vit Nam, Cre8tive Minds VN ban u s ch nhp khu trc tip chi t cc nh my sn xut ca mnh ti khp cc ni trn th gii, phn phi ti th trng Vit Nam thng qua h thng ca hng ring ca Cre8tive Minds VN ti cc thnh ph ln, ti trung tm thng mi. Cho nn ti Vit Nam ta xem nh p lc t cc nh cung cp l khng c. Bt chp nhng cnh bo trn, ti VN, CTE t Trung Quc hoc khng r ngun gc xut x vn trn ngp. Kho st trn a bn TP.HCM, nhng mt hng nh xe p, t, bp b, b ghp hnh, siu nhn... c bn vi gi rt r. Ch t vi ngn n vi chc ngn ng/sn phm va h cc tuyn ng Nguyn Tri, in Bin Ph, CMT8, Trng Chinh... D nhn thy nhiu loi sn phm ging vi cc mu m bo ch Trung Quc ng tin l c vn v an ton sc khe nh ni trn. iu ny thch thc cc doanh nghip sn xut chi tr em phi tp trung vo cht lng, an ton sn phm to c lng tin cho ngi tiu dng v cnh tranh vi cc sn phm Trung Quc vn c mu m rt a dng.

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- Thu sut nhp khu chi tr em tng i cao. Theo thng t s 111/2010/TTBTC c ban hnh ngy 30/7/2010 sa i mc thu sut thu nhp khu u i i vi mt s mt hng chi thuc nhm 9503 ti Danh mc mc thu sut ca Biu thu nhp khu u i. C th, mt hng chi, xp khi (m 9503.00.91.00) thu sut l 20%. 2.2.5 Cc i th cnh tranh hin hu trong ngnh Do Cre8tive Minds VN s tn cng vo th trng Vit Nam vi sn phm chi pht trin tr tu nn sau khi phn tch th trng ti Vit Nam, Cre8tive Minds VN pht hin ra cc i th ang cnh tranh trc tip vi mnh trong hng mc chi pht trin tr tu l 3 i th sau y:Lego (an Mch) - Benho (Trung Quc) Winwintoys (Vit Nam) a) Phn tch im mnh im yu ca i th cnh tranh im mnh Lego Ngun lc ti chnh di do. i ng nhn vin v qun l c trnh cao, v nhiu nm kinh nghim chinh phc c nhng th trng kh tnh nht. Sn phm a dng, cht lng cao, t chng nhn quc t. th gii cng nh ngi tiu dng Vit Nam Cng ngh sn xut cc k tin tin v hin i. H thng phn phi kh rng, ch yu qua Gi sn phm i vi thu nhp ngi Vit Nam cn qu cao nn th phn Vit Nam cn thp. Hot ng xc tin tuy ni bt, nhng din ra nh l, khng c trin khai mnh m trn cc phng din. kinh nghim nhiu trong th trng vn rt phc tp nh Vit Nam. im yu

Thng hiu qu ni ting trn th trng i ng nhn vin v qun l cha c

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cc ca hng c quyn, siu th, nh sch. Hot ng qung co, t chc s kin, PR kh ni bt ti Vit Nam. Benho Ngun lc vng mnh Thng hiu lu i Sn phm a dng trng C nhiu d n u t cho tr em, kh nng kt hp a dng H thng phn phi khng chnh thc kh nhiu nh cc ca hng chi bnh dn, ch. Winwintoys L thng hiu ca th trng ni a VN. Sn phm t cht lng tiu chun VN, quc t. Gi thnh sp r, ph hp ngi tiu dng VN Th trng xut khu vn l chnh (80% doanh thu cng ty nm 2010) nn cha tp trung khai thc v chim lnh th trng ni a Cha hiu r th trng Vit Nam. Cha c hot ng qung b hnh nh rng ri.

Kt hp vi cc chng trnh bo v mi Ch c 1 i l phn phi chnh thc l Vessano. M Vessano li phn phi nhiu thng hiu chi, sn phm khc nhau nn s khng tp trung nhiu cho thng hiu Benho.

Ch ng tip cn cng ngh, k thut tin Mu m cn cha a dng, phong tin. ph. H thng phn phi cha c ph mnh VN, ch yu ch phn phi mt s mt hng cho cc ca hng bn l, siu thCha c h thng showroom rng khp (mi ch c 2 i ng nhn vin kinh nghim, gn b, trung Cht liu ch l bng g, n iu thnh Ceo ti gii, nhit huyt, t nhiu gii thng, danh hiu

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showroom winwinshop ti TPHCM) Hot ng xc tin, khuyn mi cn hn ch. b) Ma trn v th cnh tranh

Da trn ma trn v th cnh tranh CPM, ta thy rng hin nay 2 i th m Cre8tive Minds VN phi tp trung ch l Lego v Benho2. C 2 i th ny u c v th cnh tranh tng ng nhau ti th trng VN v hn hn so vi Winwintoys. Tuy nhin, Lego c phn nhnh hn Benho l do: i vi Lego: l thng hiu c ngi VN nhn bit nhiu, nhng gi qu cao nn th phn ca Lego ti th trng VN rt hn ch. Hn na, sn phm ca Lego tung vo VN khng a dng (ch c 1 dng dng vin gch, nt gch xp hnh, hnh ngi nh), t ph hp vi th hiu ca ngi dn VN. i vi Benho: l thng hiu t c ngi VN bit n hn; nhng mng li phn phi mnh; sn phm c mu m a dng, nhiu chng loi, mu sc bt mt; hp vi th hiu ca ngi dn VN nn th phn ca n chim kh ln ti VN.(cng vi cc chi Trung Quc khc) Cre8tive Minds VN quyt nh cnh tranh trc tip vi i th Benho. V: Benho l chi Trung Quc vi nhng th mnh v mu m, tim lc ti chnh, th phnTuy nhin, mc nhn bit thng hiu Benho ti VN cn rt t (ngi Vit Nam ch ch yu thy hay, c cng dng th mua, ch khng nhn hiu. V chi Trung Quc kh l tng ng vi nhau, do trnh bt chc cao). Hn na, Benho cng b gn mc l chi Trung Quc nn d n c tt i chng na, cng kh c th dnh c cm tnh ca ng o ngi dn VN. Mng li phn phi ca Benho th nhiu (tun qua Vit Nam bng nhiu con ng), nhng chnh thc th ch c 1 i l duy nht l Vessano ti H Ni.

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Benho c sn xut dng sn phm chi tr tu, sng to bng g (bn cnh cc chi c chc nng gii tr n thun) kh tng ng vi sn phm ca Cre8tive Minds VN v cng dng v cht liu ca sn phm. Tuy nhin v Benho sn xut qu nhiu dng chi nn s khng tp trung u t nhiu cho 1 dng sn phm sng to, tr tu ny. Hn na, hin ti, i vi dng chi sng to, tr tu ca Benho th nhp v Vit Nam mc kh l n gin, cha c s ph cch, ni bt trong mc nng cao tim nng kh nng tr tu, sng to cho tr em Vit Nam. Cn Lego th l mt thng hiu chi sng to ni ting th gii. Tuy nhin, xt v nh hng v mu m, cht liu th Lego c nhiu im khc bit so vi Cre8tive Minds VN. V d nh: cht liu nha, cng dng l kch thch s sng to ca tr bng cch xp ln nhng m hnh ch vi nhng nt gch ging nhau v hnh dng, khc v kch thc. V s khc bit ny nn Cre8tive Minds VN quyt nh s khng cnh tranh trc tip vi Lego.

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Tm li, Cre8tive Minds VN s nh vo nhng im yu ca Benho, pht

huy nhng th mnh sn c, xy dng cc chin lc cho sn phm chi pht trin tr tu ca mnh nhm chim lnh th trng VN trong hng mc chi pht trin tr tu. Bn cnh , Cre8tive Minds VN cng phi lun thng xuyn theo di ng tnh ca cc i th cnh tranh cn li l Lego, Winwintoys c chin lc phng th hay tn cng hp l.

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Chng 3: PHN KHC TH TRNG V NH V THNG HIU3.1 Phn khc th trng 3.1.1. Phn khc th trng theo li ch

Gm 4 phn khc chnh: (1) Gii tr n thun; (2)Pht trin gic quan; (3) Pht trin tr thng minh, sng to; (4) gio dc kin thc3. 3.1.2. nh gi cc phn khc th trng

a) Quy m v tc tng trng Xt v quy m th trng, phn khc gii tr n thun chim t trng cao nht bi suy ngh c hu ca a phn bc ph huynh Vit Nam l chi ch n thun nhm mc ch gip tr em gii tr, khng cn c s nh hng khoa hc m ch yu ph thuc vo s thch ca tr em. Cc phn khc th trng cn li nh pht trin gic quan, pht trin tr thng minh sng to hay gio dc kin thc chim t trng nh tng i so vi phn khc gii tr n thun bi mc sng ngy cng gia tng v trnh dn tr pht trin hin nay ca Vit Nam. Theo thi gian, nhng bc ph huynh tr thc, thu nhp kh v c khuynh hng tip cn nhng i mi khoa hc ca th gii dn quan tm n cc kha canh cng dng khc ca chi nh pht nh pht trin gic quan, pht trin tr thng minh sng to hay gio dc kin thc. Trong , nhu cu gio dc kin thc xp hng u bi vn ha hc hnh ca ngi Vit; tip l cc xu hng mi hn trn th gii nh pht trin tr thng minh sng to; xp cui l phn khc th trng pht trin gic quan v chi dng ny thng dnh cho tr em 1+, la tui cha m ng b cho rng ch nn n v ng, li ch ca vic pht trin cc gic khng nhn thy r rng.

3

Xem ph lc bng Phn khc th trng.

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Tuy nhin, khi xt v tc tng trng, nhng phn khc th trng xut hin sau li c mc tng trng ng kinh ngc, vt tri hn hn so vi phn khc th trng lu i gii tr n thun, c th tc tng trng ca phn khc th trng pht trin tr thng minh sng to cao nht, tip l gio dc kin thc, theo sau l gii tr n thun v cui cng l pht trin gic quan. b) Mc hp dn ca cc phn khc th trng Ch tiu nh gi mc hp dn ca khc th trng

Mi e da t cc Gii tr n thun: i th cnh tranh nhiu. i th cnh tranh trong ngnh Pht trin gic quan: mc e da yu. Pht trin tr thng minh: mc e da yu. Gio dc kin thc: mc e da yu. Mi e da t cc Gii tr n thun: i th cnh tranh nhiu v mnh. i th cnh tranh Pht trin gic quan: mong mun gia nhp ngnh cao. tim nng Pht trin tr thng minh: mc e tng dn. Gio dc kin thc: mc e tng dn. Mi e da t cc Gii tr n thun: mc e da rt cao. sn phm thay th Pht trin gic quan: mc e da yu. Pht trin tr thng minh: mc e da yu. Gio dc kin thc: mc e da yu. Mi e da t Gii tr n thun: co dn v gi nhiu, t trung thnh

quyn thng lng Pht trin gic quan: mc e da yu. ngy cng ln ca Pht trin tr thng minh: mc e da yu.

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ngi mua Mi e da

Gio dc kin thc: mc e da yu. t Gii tr n thun: mc e da cao. Pht trin gic quan: mc e da khng cao. Pht trin tr thng minh: mc e da khng cao. Gio dc kin thc: mc e da khng cao.

quyn thng lng ngy cng tng ca ngi cung ng

3.2

nh v thng hiu 3.2.1. La chn th trng mc tiu

Da trn nhng phn tch nh gi tr trng v mc tiu cng nh tim lc ca cng ty, cng ty la chn phn khc th trng chi pht trin tr thng minh sng to dnh cho tr em t 3 tui tr ln, thuc phn khc th trng pht trin tr thng minh, sng to. 3.2.2. La chn khch hng mc tiu

Da vo th trng mc tiu la chn, khch hng mc tiu m cng ty hng ti l: Nhng gia nh c con t 3 tui tr ln. C thu nhp kh (thu nhp t mc 10 triu tr ln/ngi) Khch hng mc tiu c c im hnh vi l s ln mua v kh nng chi tr cao, ch trng n cc ch tiu an ton v cng dng pht trin tr thng minh, hnh vi mua da trn s thch ca con v cc thng tin khoa hc v tr tu sng to. Bn

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cnh , c im tm l ca i tng ny kh cn thn, ci m, thch tip cn xu hng Th gii4. Ngoi ra, trong thi gian u khi thm nhp vo th trng Vit Nam, cng ty s tp trung vo i tng khch hng mc tiu thuc khu vc Thnh ph H Ch minh khu vc c mc sng cao. 3.2.3. Chin lc thng hiu

3.2.3.1 Cu trc thng hiu sn phm V Cre8tive Minds Group hin ang s hu nhiu dng sn phm a dng vi cc c tnh khc nhau v phn khc th trng khc nhau, nn khi nh vo th trng Vit Nam, Cre8tive Minds s chn cu trc a thng hiu, vi dng sn phm u tin l Cuboro Cugolino. Ngnh chi ngy cng c a dng ha bi cc loi hnh chi, ngy cng thng minh hn, nhiu chc nng hn. V vy, vic to m hnh a thng hiu ti Vit Nam c th a dng ha cc dng v c tnh khc nhau ca cc sn phm chi ca cng ty. Mt khc, vic p dng cu trc a thng hiu gim thiu ri ro b nh hng n danh ting ca Cre8tive Minds nu chng may thng hiu con tht bi.

4

Tham kho ph lc Kho st ca cng ty Cre8tive Minds VN.

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Cre8tive Minds Group Cre8tive Minds Vit Nam Cre8tive Minds Trung Quc

...

Cuboro Cugolino

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Cuboro Cugolino Basic

Cuboro Cugolino Sub

Cuboro Cugolino Pop

Cuboro Cugolino Magic

Cuboro Cugolino Hit

a) Tnh hnh cnh tranh trn th trng v hot ng ca i th cnh tranh Qua phn tch cc i th cnh tranh hin ti ln tim nng, ta xc nh c cc i th cnh tranh chnh m Cre8tive Minds VN xc nh khi tn cng vo th trng Vit Nam chnh l Benho, Lego. Xc nh c cc thuc tnh ca hai i th chnh trn, ta rt ra c v th ca chng l da vo gi c v chc nng pht trin tr tu c bit l kch thch s sng to v pht trin tr thng minh cho tr. Benho tp trung vo chc nng pht trin tr tu mc trung bnh v gi c r, cn Lego tp trung vo chc nng pht trin tr tu mc tng ng vi cng ty, nhng gi c li rt t. Ch yu cng ty s cnh tranh chnh vi Benho trn phng din chc nng pht trin tr tu. i vi Lego, cng ty s cnh tranh da trn mc gi thp hn. S v tr ca cng ty v hai i th cnh tranh chnhChc nng pht trin tr tuLego Cre8tive Minds

22Benho

b) Thu hiu khch hng mc tiu Da vo phng php D.U.I (Data Understanding Insight), cng ty tm ra nhng thu hiu, kt lun cui cng phn nh mong mun ca khch hng; cng chnh l c s hnh thnh thng ip ct li ca chin lc Marketing. Customer Insight: Yu thng l con vui chi v gip con pht trin.

Chng 4: CHIN LC MARKETING MIX

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4.1

Chin lc sn phm 4.1.1. Gii thiu sn phm Cuboro Cugolino 4.1.1.1. Cuboro Cugolino l g? Cuboro l mt tr chi tr tu, v thch hp cho mi la tui. Tr t 3 tui tr ln c th bt u chi Cuboro trnh n gin nht; n trnh phc tp cho nhng ngi chi chuyn nghip. Cuboro l sn phm chi xp hnh c thit k theo bao gm cc hnh khi g vi cc rnh v ng hm m cung vi cc vin bi cm thch. Nu sp xp cc khi g ny mt cch khoa hc cho vin bi chy thng qua cc con ng t im xut pht n im cui cng tc l hon thnh nhim v. Mt b Cuboro Cugolino c bn (37 khi 5x5cm), 19 khi g vng chc phc v nh l nn tng cho cc kin trc cng trnh xy dng. Cn li 18 khi c khc rnh v ng hm vo cc khi, cc nh thit k to ra mi khi g c mt chc nng ring. Mi khi chc nng cung cp mt phn ca con ng i cho vin bi. Cc knh v ng cong ng hm phi c lp rp ng cch, nu vy bn s c c mt kin trc to ng chy thng sut cho cc vin bi.

Hnh 1 Cc vin bi v khi g c bn ca b Cuboro Cugolino.

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4.1.1.2. Sn phm Cuboro Cugolino ti Vit Nam Hin nay khi cng ty mi thm nhp vo th trng Vit Nam v ly i tng nhm n l tr nh nn sn phm ca cng ty la chn kinh doanh dng Cuboro Cugolino ph hp vi tr em. Trong tng lai nu thnh cng, cng ty s m rng th trng, nhm ti nhng tui ln hn. B Cuboro Cugolino c bn vi 37 ming ghp v 6 vin bi: gm 19 khi nn tng, v 18 khi hnh c bit. Dnh cho tr 3 tui tr ln.

4 b b sung khc cha cc khi khc vi hnh dng c bit hn, gip tr c th to c cc m hnh c bit hn v phc tp hn. Gm c: o B Cuboro Cugolino Sub: Dnh cho tr 4 tui tr ln.

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o

B Cuboro Cugolino Pop: Dnh cho tr 5 tui tr ln.

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o

B Cuboro Cugolino Magic: Dnh cho tr 5 tui tr ln.

o

B Cuboro Cugolino Hit: Dnh cho tr 6 tui tr ln.

Mi b Cuboro c mt sch hng dn bao gm mt s m hnh ngi chi c th lm theo. Ngoi ra, ngi chi vn c th t sng to ra m hnh ca mnh.

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4.1.1.3. M t sn phm Cuboro Cugolino a) Sn phm ct li Nh gii thiu, Cuboro trc ht l tr chi xp hnh cho tr gii tr. Tuy nhin, chc nng ca Cuboro khng n thun dng li . iu thc s to nn s khc bit cho Cuboro chnh l y l mt chi gip cho tr pht trin v tr tu v sng to. u tin, Cuboro gip tr tng kh nng nhn bit v hnh khi v mu sc. Tip theo v Cuboro l mt tr chi i hi s t t duy ca b, sau khi nhn bit cc hnh dng ca khi g tr phi suy ngh tm cch to nn mt ng hm thng sut. a ra c mt phng php xp hnh, tr phi tri qua qu trnh th nghim, suy ngh v gp li sai, bt chc, sao chp theo hnh nh hng dn, bc tng bc, thc hnh tr s c c kinh nghim thng qua tng bc thit lp v pht trin h thng cu trc cc khi g mt cch hp l. Tr s thc s vui th khi hon thnh c m hnh thnh qu ca mnh, qu kch thch s am m, s sng to ca tr. Cc nghin cu cho thy rng Cuboro gip tr pht trin:

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Pht trin cc gic quan Kh nng sng to T duy logic Suy ngh linh hot Kh nng phn tch v gii quyt vn Lm vic cng tc

b) Sn phm c th c im khc bit: Bn cnh s ni tri v chc nng pht trin tr tu v tnh sng to cho tr th Cuboro c tnh khc bit so vi cc sn phm khc l tnh khng gii hn. Mc d c sch hng dn mt s m hnh mu, nhng tr c th hon ton sng to ra m hnh ring ca mnh. Nhn hiu: Cuboro ca cng ty Crea8tive minds l mt sn phm c tnh lu i, c khng nh trn th gii trong ngnh chi c bit l chi pht trin tr tu. Do , sn phm ca cng ty chng ti em n s tin tng cho cha m cc b. Kiu dng: Cc khi c lm bng cy si, c ct chnh xc, nh bng, to nn cm gic chuyn nghip. Cc vin bi c lm t , vi nhiu mu sc bt mt, to s thch th cho tr. Bao b: Cc chc nng ca bao b:

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Phn bit: Trn hp Cuboro c in logo ca cng ty, tn dng sn phm cugolino Thng tin: Ngoi tn dng sn phm, trn hp cn ghi xut x ca sn phm, v tui c th chi sn phm. Hp dn: Hp Cuboro c thit k mu sc hi ho, vi logo cng ty bt mt. c bit cn c thm hnh mt m hnh cuboro to ra s ch thch th cho tr nh. Bo v: Cc khi g Cuboro c t trong bao vi sau mi c t vo hp. Bao vi gip cho vic ct gi cc khi g, trnh b mt. Hp cn c tay cm gip tr nh c th mang cuboro theo mt cch d dng.

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An ton: Cc khi g si kh, ch bin, ng gi v vn chuyn trn ton th gii.Cuboro l sn phm cht lng cao cng ty chng ti. Nguyn liu c ly t khu vc rng sinh thi chuyn khai thc, sn xut g si t khu vc Emmental /Oberaargau Thy S. Trong hn 20 nm, vic x l cc khi g t khu rng ny ngy cng chuyn ngip v t cht lng cao. T nm 2006 n chi ca cng ty t c cng nhn FSC- (Hi ng qun tr rng quc t), c ngha l g l 100% t rng c qun l tt, t tiu chun.

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Bn sc, tnh cch thng hiu - Playing is the beginning of Learning

C th ni chi a l mt phn bn nng t nhin sm hnh thnh t tr nh, bt u t vic tr chi th thao, cc tr chi tiu khin hay sng to khc. Tr hc hi, tip thu hiu bit v cc k nng cn bn qua cc cuc chi v kinh nghim dn gin t thng ngy. Hiu c iu cng ty pht trin nn sn phm Cuboro khng n gin ch v mc tiu tiu khin m cn dn dt con bn n chn tri m mang tr thng minh v sng to. An ton: Cc khi g si kh, ch bin, ng gi v vn chuyn trn ton th gii.Cuboro l sn phm cht lng cao cng ty chng ti. Nguyn liu c ly t khu vc rng sinh thi chuyn khai thc, sn xut g si t khu vc Emmental /Oberaargau Thy S. Trong hn 20 nm, vic x l cc khi g t khu rng ny ngy cng chuyn ngip v t cht lng cao. T nm 2006 n chi ca cng ty t c cng nhn FSC- (Hi ng qun tr rng quc t), c ngha l g l 100% t rng c qun l tt, t tiu chun. Trong nhng nm qua h thng cc b sn phmCuboro c vinh danh vi gii thng nh:

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Sn phm cn m bo cht lng theo cc tiu chun: Chng nhn tiu chun ISO 9001-2000 Chng nhn tiu chun ASTM Chng nhn tiu chun EN-71 Chng nhn tiu chun ST Chng nhn tiu chun TCVN 6238:3-1997 Ngoi ra, Cuboro l mt trong nhng sn phm xanh, i u trong cng tc bo v mi trng. c) Sn phm gia tng Giao nhn hng Min ph vn chuyn i vi cc n hng trong ni thnh TP.HCM. i vi cc khch hng ngoi phm vi ni trn (bao gm c cc tnh trong ton quc) s lin h trc tip vi cng ty bit chi ph vn chuyn. Cng ty s tr li, xc nhn n hng trong vng 24h sau khi nhn c n t hng. Ngay sau khi xc nhn n hng, cng ty tin hnh giao hng ngay cho khch hng theo ng tha thun v phng thc v thi gian giao, nhn. Chnh sch bo hnh

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Tt c cc sn phm c li v k thut u c i li sn phm mi v c kim tra, xc nhn ca nhn vin cng ty. nhn dch v bo hnh , khch hng ch cn mang sn phm v ha n mua hng n ca hng cng ty trong thi gian lm vic. Cng ty khng chu trch nhim bo hnh vi cc h hng do li ca ngi s dng. Chm sc khch hng T vn chn mua sn phm min ph qua: 1/ YM: tuvan@crea8tiveminds.com.vn 2/ Skype: tuvan_crea8tiveminds 3/ Hotline: (08) 3974 2135 C chng trnh khch hng thn thit, tng th VIP. Ngoi ra, cng ty thng xuyn t chc cc s kin dnh cho b. d) Sn phm tim nng Cuboro l mt tr chi va tr tu, va mang tnh cng ng. Tr c th chi mt mnh hay chi vi bn b v b m. iu ny lm cho b gn gi vi bn b hn; cng nh tnh cm v s quan tm ca b m dnh cho b s tng ln. Trong tng lai cng ty s khai thc im ny nhm pht trin sn phm. 4.1.2. Chin lc sn phm : Cre8tive Minds Group lun t ho l tp on sn xut chi tr em hng u ca Thy S. Sn phm ca cng ty c sn xut nghin cu v pht trin da trn c s khoa hc, sn xut da trn dy truyn t ng t tiu chun quc t; do , lun p ng mt cch ton din nht nhu cu chi v hc ca tr. Khi gia nhp vo th trng Vit Nam, cng ty s s dng kt hp gia chin lc tiu chun ha sn phmv thch nghi ha sn phm. . L do cng ty chn chin lc ny trc ht l tit kim chi ph. Hn na, thng hiu cng ty

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c khng nh trn th gii, v sn phm ca cng ty ph hp vi mi tr em trn th gii nn vic thay i sn phm khng thc s cn thit. Bn cnh , cng ty s thay i ngn ng s dng trn bao b v sch hng dn ph hp vi th trng Vit Nam. Pha ngoi v hp, ngn ng s dng ch yu s l ting Vit. i vi sch hng dn cng ty s s dng song song 2 ngn ng l ting Anh v ting Vit. Vi phng chm, Tt c v s pht trin tr tu Vit, Cre8tive Minds lun gn b cht ch, lu di vi cng ng a phng, tp trung mi n lc ca mnh vo vic p ng nhu cu pht trin tr tu cho tr em Vit Nam. 4.1.3. Phng thc pht trin sn phm ti th trng Vit Nam V sn phm ca cng ty l sn phm mi i vi th trng Vit Nam nn cng ty s s dng cch thc thm nhp th trng theo cch pht trin sn phm trc tip. iu ny c ngha l sn phm trc khi xut khu trc tip vo Vit Nam s c tin hnh gia cng lp rp ti Trung Quc theo tiu chun ca Cre8tive Minds Group Thy S. T , sn phm s c nhp khu th trng Vit Nam ,tr s t ti TPHCM. Vic la chn phng thc thm nhp th trng ny l da theo quy tc chin lc - cn c vo kt qu nh gi cc yu t khc nhau: ngun lc cng ty, mi trng kinh doanh ti VN. a) Quy trnh pht trin sn phm Giai on 1: giai on cng ty tm hiu cc thng tin lin quan n th trng, mi trng kinh doanh ti Vit Nam, c th l ti Tp.HCM. tin hnh mt s th nghim v th trng, thng qua bng cu hi nghin cu, hoc thu dch v chuyn ngnh ti Nhng kt qu ban u , s gip cng ty c nhng quyt nh chnh xc c th hn khi thm nhp th trng VN, c th l Tp.HCM. (thi gian c tnh: 1 nm)

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Giai on 2: y l giai on u cng ty thm nhp vo Vit Nam, chnh v th nn vic qung b hnh nh cng ty v thng hiu rt quan trng. trong giai on ny, cng ty s tng cng cc hot ng nh: qung co, PR, ti tr cc hot ng lin quan n pht trin tr tu cho tr em Vit Nam nhm nhm thng n mc tiu l cc khch hng tim nng ca cng ty. (thi gian d kin ti khu vc TPHCM: 1 nm) Giai on 3: y l giai on cng ty c mt s khch hng ban u, cng ty s xy dng mt chin lc xc tin thng mi hng n y nhanh hnh nh cng ty n vi cc khch hng mc tiu v ngi tiu dng cui cng. (thi gian d kin: 1 nm) Giai on 4: sau khi thc hin cc hot ng trn, v c kt qu tt, cng ty tip tc nghin cu cc thng tin lin quan n vic m cc chi nhnh tip theo ti cc khu vc kinh t trng im khc ti VN, nh: Nng, Nha Trang, H Nity vo ni lc cng ty v th trng m cng ty s tin hnh, la chn phng thc xm nhp thch hp. b) Phng thc duy tr s yu thch ca khch hng vi sn phm Ngoi vic thng xuyn t chc nhng hot ng xc tin thu ht khch hang. Cng ty s lin tc tung ra nhng sn phm b sung cho b Cugolino c bn. Trong nm u tin, B Cuboro Cugolino c bn s c tung ra ngay qu u tin cng vi 2 sn phm ph thm l Cugolino Sub v Cugolino Pop. 2 qu sau , cng ty s tip tc tung ra Cugolino Magic v Cugolino Hit. Trong nhng nm tip theo cng ty s tip tc a vo nhng b Cuboro mi c cng ty nghin cu, pht trin v kinh doanh trn ton cu. Bng cch ny cng ty s lm cho sn phm lun lun mi hn v nhiu thch thc hn, to ra sc ht lin tc i vi khch hang.

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4.2

Chin lc gi 4.2.1 Nhng yu t nh hng n vic nh gi ca cng ty Cng ty quyt nh chn la chin lc nh gi da trn i th cnh tranh khng nh hn na nh v sn phm ca cng ty ti th trng Vit Nam, c th l cnh tranh chnh vi Lego, Benho trn phng din cht lng v gi c do cng ty c th mnh v khai thc cc ngun nguyn liu tt v xy dng s a dng v sn phm. Tuy nhin, vic nh gi da trn i th cnh tranh cng cn da trn c s chi ph nhp khu, t sut li nhun bnh qun ngnh v kh nng m rng thm nhp vo th trng chi pht trin tr thng minh sng to dnh cho tr em 3+, gia nh c mc thu nhp kh ti th trng Vit Nam. 4.2.2 nh gi Cng ty s n nh gi da trn i th cnh tranh, kt hp da trn c s chi ph nhp khu, t sut li nhun bnh qun ngnh v m rng kh nng thm nhp vo th trng chi pht trin tr thng minh sng to dnh cho tr em 3+, gia nh c mc thu nhp kh ti th trng Vit Nam. Xt v mc gi ca cc i th cnh tranh trn th trng vi sn phm ca cng ty Kids Generation: Cc sn phm ca cng ty Benho giao ng trong khong mc gi t 200.000 VN 400.000 VN vi cht lng trung bnh. Cc sn phm ca cng ty Lego thuc din sn phm c cht lng cao, mc nhn bit thng hiu cao trn th trng Vit Nam, v c mc gi cao hn nhiu so vi mc sng ca ngi Vit Nam, trong khong t 400.000 VN 2.000.000 VN, nhng ph bin mc 800.000VN 1.500.000 VN). V vy, vi li th sn phm mang tnh c o, c th mnh v khai thc cc ngun nguyn liu tt v xy dng s a dng v sn phm, cng ty Kids Generation quyt nh nh gi dng sn phm u tin gia nhp th trng

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-

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chi pht trin tr thng minh sng to da trn i th cnh tranh l Benho, Lego ti Vit Nam vi mc gi khong 500.000 VN 600.000 VN Xt v kha cnh c s chi ph nhp khu v t sut gi vn hng bn trn doanh thu thun bnh qun ngnh, cng ty nh gi sn phm nh sau: Chi ph nhp khu 1 n v sn phm t Trung Quc (bao gm gi thnh sn xut, thu nhp khu, chng nhn cht lng an ton): 190.000 VN/sn phm. T sut gi vn hng bn trn doanh thu thun ca cc i th cnh tranh giao ng t 60% -65%, nhng do thng hiu sn phm cng ty cao hn so vi mt bng chung v cng nh quy m ln v cng ngh tin tin trong ngnh, nn cng ty quyt nh mc t sut 32% - nh gi = 190/32% = 600.000 VN/ sn phm Xt v kh nng thm nhp th trng Vit Nam, theo iu tra kho st, khong 80% gia nh c thu nhp kh (trung bnh 10 triu VN/thng) chp nhn mua chi pht trin tr thng minh sng to c o cho con trong mc gi t 500.000 VN 800.000 VN. Ngoi ra, xt v tc ng ca gi ti nh v sn phm trong tm tr khch hng, do nh v sn phm ca cng ty thuc hng cao cp nn s chn mc gi chn to hiu ng hng cao cp. Kt lun: Theo c s phn tch nu, cng ty Kids Generation nh gi sn phm c bn Cuboro Cugolino Basic vo mc 600.000 VN/sn phm. T , cng ty nh gi cho cc b plus, c th nh sau: B Cuboro Cugolino Sub: 170.000VN B Cuboro Cugolino Pop: 280.000VN B Cuboro Cugolino Magic: 390.000VN B Cuboro Cugolino Hit: 560.000 VN

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Ngoi ra, mc gi sn phm ny l mc gi chung cho ng thi khch hng c nhn v khch hng t chc, tuy nhin vi cc khch hng t chc s p dng thm nh gi chit khu tin mt. 4.2.3 Chin lc gi

Giai on 1: Da trn nhng chi ph c tnh ton ph hp da vo mc cnh tranh ca cc i th trong ngnh cng nh ph hp vi mc tiu v chin lc marketing, khch hng mc tiu. C nhng chnh sch u i, khuyn mi v gi ph hp theo chin lc marketing mix ca cng ty trong giai on nhng nm u. Giai on 2: m rng th trng cho sn phm mi. cng ty s m rng ra cc th trng trong c nc nh H Ni, Hi Phng, Nng, Nha Trang, Cn Th iu chnh gi theo bin ng ca th trng v nhu cu khch hng. Nhn chung, nhu cu s ngy cng tng. Giai on 3: trong giai on ny cng ty c th s i mt vi cc i th cnh tranh trc tip bng vic sn xut cng loi sn phm ny. Do cng ty cn c nhng bin php khuyn mi, nhng dch v h tr khch hng km theo hoc c th gim gi cho 1 mi hp sa bng cch ng gi vi s lng vin sa trong 1 hp gim i thm nhp vo cc phn khc th trng thp hn. 4.2.3.1 Ch ng tng gi

Ch ng tng gi c th thc hin do nhiu nguyn nhn, c th l: Trong thi k lm pht, cc loi chi ph gia tng (li sut, nhn cng, nguyn vt liu, vn chuyn..) nn cng ty gia tng gi sn phm nhm m bo li nhun. Tuy nhin, cng ty cn ch theo di phn ng ca ngi mua, ca cc i th cnh tranh vi s tng gi ny nhm trnh s st gim li nhun, th phn do ch ng tng gi. Ngoi ra, cng ty c th p dng cc cch thc tng gi nhng

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khng gy ra nhiu tc ng tiu cc nh gia tng cht lng, gi tr sn phm tng ng vi s gia tng gi c; hoc gim kch thc ng gi Khi nh dn u trong th trng tng gi, cng ty s tng gi theo nhm cn i sc mnh cnh tranh trong ngnh trong giai on u thm nhp; ng thi s tng gi ny phi m bo khng nh hng n nh v sn phm ca Kids Generation vi i th cnh tranh Benho. V vy, trong giai on mi thm nhp th trng, cng ty s khng ch ng tng mc gi qu 800.000 VN/sn phm. 4.2.3.2 Ch ng gim gi Ch ng gim gi c th thc hin do nhiu nhn t tc ng, nhm mc ch p li i th cnh tranh; hoc do t c hiu qu kinh t theo quy m, gim chi ph sn xut, gim gi nhm thch thc i th; hoc do p ng li nhu cu ca khch hng Tuy nhin, trong giai on u thm nhp th trng, cng ty s khng ch ng gim gi ngoi mc ch p ng li nhu cu thc t ca khch hng, nhm m bo nh v khc bit v cht lng v gi c ca sn phm Kids Generation so vi Benho; ng thi khng gim qu 500.000 VN/sn phm. 4.2.3.3 Phn ng i vi s thay i gi

Phn ng ca khch hng Theokho st ca cng ty, khch hng gia nh c thu nhp 10 triu VN/thng khng ch nhiu n gi c sn phm m quan tm ch yu n cht lng an ton v hiu qu tht s sn phm mang li. Tuy nhin, mc gi m h chp nhn c giao ng t 500.000 VN/sn phm 800.000 VN/sn phm. Do , cc chnh sch gi ca cng ty khng c nh hng n hnh nh cht lng sn phm ca Kids Generation v nm trong mc chp nhn c ca khch hng mc tiu. Phn ng ca i th cnh tranh

-

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Benho v Lego nh cc phn on th trng khc vi cng ty Cre8tive Minds VN v y l nhng thng hiu ln mnh trong phn khc ca h, thng s dng chin lc tn cng vi nhng s e da v gi ca cc i th khc. Do , nu cng ty c nhng ng thi thay i gi mang tnh cht tn cng phn khc ca Benho v Lego s rt mo him, tht bi v thm ch khng hnh thnh c phn khc th trn m cng ty d kin. Ngoi ra, chin lc gi ca Benho v Lego khng c nhiu s thay i, nn trong giai on ny, cng ty vn ch cn duy tr chin lc nh v gi cao hn Benho v thp hn Lego vi sn phm cht lng nm gia Benho v Lego. 4.3 Chin lc phn phi 4.3.1. Chc nng ca knh phn phi

S gn b gia cng ty v cc nh phn phi l cha kha vng ca s thnh cng cho Cre8tive Minds Vit Nam trn th trng. H thng phn phi l mt trong nhng cng c hu hiu trong vic thc hin mong mun ca cng ty Cre8tive Minds Vit Nam l a nhng nhn hiu quc t ca mnh tr nn gn gi thn thuc hn vi ngi dn Vit Nam. Nhn chung th nhng chc nng chnh ca ca cc nh phn phi trong h thng phn phi ca cng ty l: Thng tin: Thu thp thng tin cn thit hoch nh chin lc v to thun li cho s trao i. Nhng thng tin thu thp c t nh phn phi gip cho cng ty c c k hoch pht trin sn phm v hot ng truyn thng Marketing hp l. C ng: Trin khai v ph bin nhng thng tin c sc thuyt phc cao v nhng sn phm ang kinh doanh ca cng ty cng nh cc sn phm mi. Tip xc: Tm ra v thng tin c vi khch hng tng lai. Cc nh phn phi lun mun nng cao s lng doanh thu ca mnh tng t l chit khu, tng li

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nhun. Do , h lun tm kim khch hng mi v cng c mi quan h vi khch hng c. Thng lng: C gng t c s tha thun cui cng v gi c v nhng iu kin khc lin quan c th thc hin c vic chuyn giao quyn s hu hay quyn s dng sn phm. Cn i: nh dng nhu cu v phn phi sn phm thch ng vi nhu cu ca khch hng. Vic ny bao gm nhng hat ng nh xp hng, tp hp v ng gi Phn phi vt phm, vn chuyn v tn kho hng ha. Ti tr: Huy ng v phn chia tin bc thanh ton chi ph ca knh, cp tn dng cho khch hng. Chu chia s ri ro: Chp nhn cc ri ro lin quan ti vic iu hnh hot ng ca knh. Bng vic phn phi sn phm n tay ngi tiu dng, cc nh phn phi thc hin chc nng tm kim khch hng v qun l cc trung gian trong knh phn phi. Nu nh phn phi khng bn c hng th chi ph tn kho phi chu do nh sn xut c th chia s chi ph v ri ro vi nh phn phi. 4.3.2. Quyt nh knh phn phi

4.3.2.1. Cc yu t nh hng n cu trc knh c im ca khch hng: hng ti khch hng ban u thnh ph H Ch Minh sau l cc tnh, thnh ph ln ln cn nh ng Nai, Bnh Dng, Cn Th. Do mt dn c dy c v s dn ng nn khng cn knh phn phi di. c im sn phm: D vn chuyn, c tnh sn phm khng qu phc tp nn khng cn i ng bn hng ring. C th phn b rng qua trung gian phn phi.

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c im trung gian phn phi: ti thnh ph H Ch Minh knh phn phi hin i bao gm siu th v trung tm thng mi ngy cng pht trin. Vi u im l nm bt c nhu cu khch hng do thu hiu vn ho mua sm ca ngi dn thnh ph, kh nng trng by v bn hng chuyn nghip. c im v cnh tranh: Cc hng chi ni ting th gii ti th trng Vit Nam xm nhp ch yu thng qua cc i l c quyn. Nh phn phi c quyn ca Lego l Vit Tinh Anh, ca Benho l Veesano. c im ca doanh nghip: thng hiu ni ting th gii, ti chnh vng mnh to iu kin thun li trong vic xy dng knh phn phi, tuyn chn thnh vin knh. c im mi trng kinh doanh: tuy nn kinh t cha hon ton phc hi sau khng hong nhng iu ny khng ng lo ngi do nhu cu chi vn ang gia tng. B Nguyn Thu V H, gim c sn phm Barbie cho bit: "Mc tng trng t 23-33% mi nm ca sn phm Barbie cho thy th trng chi cao cp c nhu cu". V vy doanh nghip nn tit kim chi ph vi cc knh ngn v hiu qu. 4.3.2.2. Quyt nh knh phn phi Da vo vic nh gi cc bin s nh hng n cu trc knh cng ty Cre8tive Minds VN rt ra nhng mc tiu ca knh phn phi l: lun lun sn sng, thun tin nht cho khch hng c th l: - Xy dng h thng knh phn phi rng khp, ph kn th trng, tip cn ngi tiu dng rng ri. - Xy dng h thng knh phn phi linh hot, hiu qu, chi ph thp - Nng cao hnh nh, thng hiu Cre8tive Minds VN thng qua knh phn phi.

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Cng ty Cre8tive Minds VN a ra hai knh chnh phn phi sn phm vo th trng Vit Nam ban u l TP.HCM l knh phn phi trc tip bng lc lng bn hng, ca hng ca cng ty v knh phn phi gin tip thng qua cc trung gian phn phi.

CRE8TIVE MINDS GROUP Cre8tive Minds China Cre8tive Minds Vit Nam Ca hng Bn hng trc tip Ngi tiu dng

Showroom

Ngi tiu dng Cc loi knh marketing: Chc nng Knh phn

Ngi tiu dng

u im

Nhc im hn ch trnh chuyn mn ha; t chc v qun l knh phn c

phi Trc tip bn hng ln ca cng ty bao gm nh tr, trng hc trc tiu hc, bnh vin cao cp.

y nhanh tc lu thng hng ha Ngi sn xut thu li n nhun cao v n hng ln,

trc tip bng lc n cc khch hng lng bn hng

phi phc tp vn v nhn lc phn tn

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nh, gim bt chi gian. ph trung

chu chuyn vn chm.

Knh

phn

phi Trc tip bn hng Nm bt c nhu khch hng. cu v nhng thay Mt khng gian tin i trong th hiu li vi y sn ca khch hng t phm ca cng ty. phn ng nhy bn hn.

vn v nhn lc phn tn

trc tip bng ca cho hng ca cng ty

Knh phn phi qua phn phi sn phm Gip trung gian

cho

doanh -

khng nm bt c nhu cu ca khch hng kp thi kh kim sot hnh cng nh ca

ca Cre8tive Minds nghip thm nhp VN n vi khch vo th trng mi hng d dng hn. -

ty thng

qua cc i l

Ngoi ra cc knh phn phi trc tip v gin tip c cng chc nng l qung b hnh nh ca Cre8tive Minds VN thng qua cc hot ng giao dch v hnh nh ca mnh ng thi thu thp thng tin v khch hng, gii p mi thc mc cho khch hng. Nhm vn ti p ng nhu cu khc nhau ca c phn khc khch hng c nhn v t chc cng ty chn nhiu knh phn phi cho hai nhm khch hng ny. Do t

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chc hot ng theo h thng marketing a knh. i vi cc khch hng t chc chn cch bn hng trc tip. i vi khch hng c nhn pht trin h thng ca hng v cc i l. Tuy nhin cc knh phn phi ny c th ny sinh mu thun tranh ginh khch hng nn cn c chnh sch ph hp cho cc i l gii quyt nhng mu thun ny. 4.3.3. Qun l knh phn phi 4.3.3.1. Mc tiu Kt hp cc thnh vin trong knh phn phi t mc tiu a sn phm Cre8tive Minds VN n tn tay ngi tiu dng hiu qu v nhanh nht. Trong nm u tin tip cn th trng s xy dng 1 ca hng trng by sn phm ca cng ty ti 49 Cng Qunh P.Nguyn C Trinh Q.1, Tp HCM v 1 gian hng ti Vincom Center, 72 L Thnh Tn, 47 L T Trng, Qun 1, TP. H Ch Minh, Vit Nam. Tuyn chn 37 nh phn phi cho cng ty bao gm 3 nh sch, 34 ca hng chi trn a bn qun 1, 3, 10, Tn Bnh. i ng bn hng trc tip gii thiu sn phm n 40 trng mm non, bnh vin trn a bn thnh ph. 4.3.3.2. Qun l knh phn phi a) Tuyn chn thnh vin ca knh

Cc tiu chun la chn thnh vin knh5: 5

Uy tn, kinh nghim v mt hng chi tr em

Tham kho Ph lc cc tiu chun la chn thnh vin knh v danh sch cc thnh vin knh c th la chn

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b)

Kh nng thanh ton v tim lc ti chnh V tr a bn hot ng qun 1, 10, 3, Tn Bnh. Trnh qun l v kh nng xc tin tiu th Kch thch cc thnh vin ca knh: Mt s chng trnh Cre8tive Minds VN c th p dng khuyn khch cc thnh vin trong knh nh:

-

Chit khu cc thng trong nm khi cng ty khng c hot ng khuyn mi cho khch hng s dng chin lc y cc ca hng bn hng nhanh hn. Chit khu thm 2 5% cho cc ca hng vo qu III. M cuc thi gia cc ca hng trong qu IV a ra phn thng cho ca hng mua hp ng vi gi tr cao nht. Phn thng l tin mt hoc hin vt tr gi 50 triu ng. Tr cp qung co, chi ph cho sn phm mu trng by, thanh ton ph cho khong khng gian trng by, c ngi din thuyt gii thiu sn phm, phn thng cho ca hng, tr cp lu kho, b phn chc nng. Thng doanh s cho i ng bn hng trc tip showroom, Vincom Center khi t doanh thu cao. Thng 3% 4% 5% 6%

-

-

-

Doanh thu 1 thng 100 150 triu 150 di 200 triu 200 di 300 triu Trn 300 triu -

i ng bn hng n cc trng hc v bnh vin trong tng thng:

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K c hp ng tr gi 5 di 10 triu 10 di 15 triu 15 di 20 triu 20 di 25 triu 25 di 35 triu 35 di 50 triu 50 di 70 triu 70 di 100 triu 100 triu tr ln c)

Thng % trn tr gi hp ng 1% 2% 3% 4% 5% 6% 7% 8% 9%

nh gi cc thnh vin ca knh phn phi:

Cng ty s t chc nh k nh gi hot ng ca cc thnh vin knh theo nhng tiu chun nh : Mc doanh s bn c , mc lu kho trung bnh , thi gian giao hng , cch s l hng ho tht thot hoc h hng , mc hp tc trong cc chng trnh qung co v hun luyn ca cng ty , v nhng dch v m h cung cp . t ra nh mc cho cc doanh s trung gian sau tng thi k nh gi mc t c ca tng trung gian, bng cch ny s gip khuyn khch hot ng ca trung gian phn phi . Con s ny cng gip cng ty thy c hot ng ca ton knh v b xung cc bin php marketing kp thi trong phn phi .

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4.4

Chin lc xc tin 4.4.1 Mc tiu ca chin lc xc tin

Qua nghin cu v mi trng Vit Nam ng thi l mi trng ngnh chi tr em v cc ngnh hng thay th tng t.Vi s thit k nhm thch nghi ho sn phm iu chnh hon ton cho ring th trng Vit Nam, Cre8tive Minds VN quyt nh thng qua bn hnh thc chiu th ch yu: Qung co, khuyn mi, PR, v cui cng l Marketing trc tip n khch hng mc tiu. Phi hp vi vic phn phi v chin lc sn phm, gi ca cng ty, 4 hnh thc chiu th trn cng vi vic bn hng ti cc ca hng trng by ca cng ty (hoc ti a im phn phi hp tc), chng ti hy vng s mang n mt hiu qu tt cho mc tiu ra trn. - Hin ti cng ty ang trong giai on thm nhp vo th trng Vit Nam, cho nn mc tiu chnh v quan trng nht ca cc chng trnh truyn thng l nhm a hnh nh thng hiu v sn phm ca cng ty n vi cng ng, n vi khch hng. Vi ngun ti chnh vng mnh, cng ty s thc hin hng lot cc chin lc xc tin mnh v hiu qu trong nm u tin tung sn phm ra th trngl - Nng cao s hiu bit ca khch hng v sn phm v cng ty. Dn dt cho cng ng thy c gi tr m sn phm ca cng ty mang li v xy dng li cam kt v cht lng cng nh hnh nh trong sng ca cng ty trong lng khch hng. 4.4.2 Cc chin lc xc tin Chin lc xc tin cho sn phm Cuboro Cugolino l s kt hp gia nhiu hnh thc xc tin khc nhau bao gm: qung co, truyn thng v khuyn mi, ty theo tng giai on khc nhau nhm t c nhng mc tiu sau: Cc hnh thc ny khi kt hp vi nhau s h tr cho nhau ginh ly v tr ti a trong tm tr ngi tiu dng tim nng.

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-

To n tng mnh nht trong tm tr khch hng tim nng bng vic gy t m v khi gi nhu cu. Khc su hnh nh Cuboro Cugolino vo tm tr ngi tiu dng bng vic lin tc c nhc n trong cuc sng xung quanh khch hng nh trn cc phng tin thng tin i chng, ngoi ng, trong siu th To xu hng tiu dng va chi va hc pht trin tr tu cho tr em Vit. Kch thch v thc y khch hng i n hnh vi mua sn phm Cuboro Cugolino. Kch thch v thc y cc trung gian phn phi hot ng tch cc v c hiu qu. 4.4.3 Bn tm tt cc chin lc xc tin

Thi gian

Mc tiu

Hot ng

Trc khi tung ra sn phm -

nh ng tm l Thit k website trong cng ng To s t m, mong - Qung co trn truyn hnh v bo ch

mun khm ph mt Hoch nh chng trnh Marketing s kin mi trc tip. Qu 1 Giai on Tung sn phm vo th - Qung co trn truyn hnh v bo trng, thu ht khch hng Xy dng hnh nh trong tm tr khch hng ch - PR s kin khai trng v hi tho Bn chn ng chi cho con? - Khuyn mi bng qu tng - Marketing trc tip i vi khch hng thn thit

tung ra sn phm trong 1 nm

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Qu 2

Tng mc doanh thu Nhn mnh vo tm l khch hng a hnh nh gn gi hn vi khch hng

- Qung co trn truyn hnh v bo ch - PR s kin quc t thiu nhi v cuc thi Cuboro Mnh ghp sng to - Khuyn mi bng qu tng - Marketing trc tip i vi khch hng thn thit

Qu 3

Ch yu l nhc nh - Qung co trn truyn hnh v bo hnh nh n cho khch hng ch - Khuyn mi bng qu tng - Marketing trc tip i vi khch hng thn thit

Qu 4

Tng lng tiu th ln - Qung co trn truyn hnh v bo cao, nh mnh tm l cc thay i ch khch hng, gii thiu - S kin Ging sinh diu k ca - Khuyn mi bng qu tng - Marketing trc tip i vi khch hng thn thit

Cre8tive minds

Giai

on Cc

Tip

tc

y mnh - Qung co trn truyn hnh v bo ch - PR bng cc s kin v pht trin tr tu cho tr em Vit Nam Playing learnig is the beginning of

pht trin sn nm phm tip theo

lng tiu th ln cao

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- Khuyn mi bng qu tng - Marketing trc tip i vi khch hng thn thit

4.4.4 Khung thi gian ca cc hot ng xc tin Qu 4/ Qu 1/ Qu 2/ Qu 3 Qu 4/ Nm 2011 Chun b chng trnh xc tin Thnh lp website 2012 2012 /2012 2012 2013

www.cre8tivemindsvn.com Qung co gy t m trn truyn hnh v bo ch Poster gy t m Bi bo PR gy t m Khai trng showroom Khuyn mi gim gi nhn dp khai trng Qung co chnh thc trn truyn hnh Qung co chnh thc trn bo ch Marketing trc tip qua catalogue, th trc tip, in thoi, website Hi tho Bn chn ng chi cho con?

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Khuyn mi bng hnh thc qu tng nhn dp Quc t thiu nhi 1/6 Qung co trn truyn hnh, bo ch v website s kin Cuboro Mnh ghp sng to Marketing trc tip vi khch hng thn thit qua in thoi, th trc tip Cuc thi Cuboro Mnh ghp sng to Khuyn mi bng hnh thc qu tng nhn dp Trung thu Qung co trn truyn hnh,bo ch v website chng trnh Cuboro C nh cng xy Dinh c Lp Marketing trc tip vi khch hng thn thit qua in thoi, th trc tip. Chng trnh Cuboro C nh cng xy Dinh c Lp Khuyn mi bng hnh thc dch v gia tng nhn dp Ging sinh Qung co trn truyn hnh,bo ch v website chng trnh Ging sinh diu k Marketing trc tip vi khch hng thn

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thit qua in thoi, th trc tip. S kin nhy Flashmob Ging sinh diu k Cc chng trnh xc tin trong giai on tng trng ca sn phm

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4.4.5 La chn phng tin xc tin 4.4.5.1 Marketing trc tip a) Mc tiu o Thng tin, gio dc khch hng v tm quan trng ca chi thng minh cho s pht trin ca tr. o Tng mc nhn bit ca khch hng v sn phm ca cng ty v cng c hnh nh ca nhn hiu v s a thch i vi nhng ngi bit n sn phm ca cng ty. o Lp c danh sch khch hng trin vng cho nhn vin bn hng. o Mc phn ng p li l 1,5% b) Khch hng mc tiu ca chin lc Khch hng mc tiu: bao gm nhng khch hng mua gn y nht, khch hng mua thng xuyn v mua nhiu tin nht. (bao gm khch hng l, v khch hng l t chc) Khch hng mua gn y c tnh l khch hng mua trong vng 6 thng Khch hng mua thng xuyn l khch hng n mua chi t 2 ln tr ln

trong 3 thng Khch hng mua vi gi tr t 700.000 tr ln trong mt ln mua c coi l

khch hng mua nhiu tin. c) Thu thp c s d liu Cng ty c th thu thp thng tin lin lc ca khch hng : T form ng k trn website ca cng ty Khi bn hng bng cch khch l h cung cp thng tin ri s chuyn nhng thng

tin v sn phm mi

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Kt hp vi cc chng trnh khuyn mi v cc hot ng khc ca marketing

nh hi ch thng mi, cc s kin truyn thng T nhn vin ni b cng ty vi tiu ch tui ca ch nhn ca thng tin t 18

tui tr ln vi s lng cn thu thp tu vo v tr ca nhn vin. ng thi kch thch nhn vin thu thp cng nhiu cng tt, nhng vn bo m tnh xc thc ca nhng d liu . d) La chn cch thc Tiu ch ca cc cch thc: Marketing bng catalogue Catalogue bao gm nhng sn phm ca cng ty c sp xp hp l km theo

thng tin v gi, s tc ng n s pht trin ca trNgoi ra cn c thm nhng thng tin khc v cch thc mua hng qua in thoi, mua hng trc tuyn, giao hng, cch thanh ton khuyn khch cng nh to iu kin khch mua hng. Marketing bng -catalogue hng n mi khch hng, bao gm khch hng tim

n v trin vng Marketing bng th trc tip V ni dung, ngoi nhng ni dung thng thng, nn c thm nhng thng tin

hu ch nh phng php nui dy tr khuyn khch ngi nhn c th. Lu : marketing bng th in t phi bo m khng lm phin khch hng

trnh lm hng hnh nh ca cng ty Marketing qua in thoi Cng ty c th thit lp tng i tip nhn vic mua hng ca khch hng v c

nhng nhng cuc gi ch tm hiu thng tin ca khch hng.

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-

Ngoi ra cng ty c th thc hin marketing trc tip bng cch gi tin nhn gii

thiu nhng sn phm mi v thng tin n khch hng v nhng s kin, hot ng ca cng ty Marketing qua website c tch hp vo website ca cng ty, to iu kin khch hng trao i thng

tin, cng nh khuyn khch mua hng. La chn cch thc theo khch hng Khch hng c nhn mua l Ngoi nhng cch thc marketing trc tip c tc ng bao qut ton b th

trng, i vi khch hng l, ch s dng thm phng php gi th in t, trnh lm phin khch hng Ch gi in thoi khi tht cn thit, thay v vy, khuyn khch khch hng gi ti

cng ty. Khch hng c nhn mua s Cng ty gi catologue sn phm n khch hng thng qua bu in, cng nh

qua internet v c th gp trc tip tip th Khch hng l t chc(mua s hoc mua l) i vi khch hng ny, cng ty s kt hp nhiu cch thc marketing trc tip,

nhng cch thc nh gi th in t, gi th giyNhng cch thc ch yu l gi in thoi v gp trc tip m phn. Ring i vi hnh thc gi th in t, ch gi cho c nhn chu trch nhim mua hng, trnh gi trn lan gy kh chu. e) Ngn sch: D kin tng chi cho hot ng Marketing trc tip l 282.000.000VN6 Qung co

4.4.5.26

Tham kho thm bng d ton ngn sch Marketing trc tip

56

a) Mc tiu To s t m v sn phm, nh thc nhu cu tim n ca khch hng, tr em v sn phm. Xy dng nhn thc ca th trng mc tiu v sn phm chi pht trin tr tu Cuboro Cugolino. Gia tng mc nhn bit thng hiu v xy dng s trung thnh nhn hiu. Xy dng v pht trin danh ting cho thng hiu Cuboro Cugolino ca cng ty Cre8tive Minds VN. b) Thng tin v cc s kin PR ca sn phm Cuboro Cugolino. Phng tin qung co Truyn hnh

o Cng ty la chn cc knh truyn hnh: HTV7, VTV3, VCTV1, VCTV8 o Knh truyn hnh HTV7: Qung co 30 giy vo th 2 th 6 hng tun t 19h-20h. Qung co 30 giy vo th 7 hng tun, trong chng trnh Th gii M v B lc 9h-9h30 v T hon tranh ti lc 19h-19h30. o Knh truyn hnh VTV3: Qung co 30 giy vo chng trnh Chc b ng ngon, t 20h-21h. o Knh truyn hnh hot hnh BiBi - VCTV8 Qung co 30 giy vo khung gi 16h-19h. o Knh truyn hnh VTC1 Qung co 30 giy trong chng trnh gameshow Thn ng t Vit, khug gi t 10h-12h tra th 7, ch nht Bo ch bo Nhi ng. o Pht hnh catalogue, brochure ca sn phm o Tp san Cng b chi, khi tr tu o Cng ty la chn cc knh bo ch: Tp ch Tip th gia nh, tp ch M & B,

57

c) Thng ip qung co Qu 4/2011: Playing is the beginning of learning! - Bn chn ng chi cho con? Qu 1/2012:Cc con ca bn thng chi g? Chng thch g nht no? Chng ti, cng ty Cre8tive Minds VN, dnh tt c v mt th h mi cho tr. Chng ti lun cung cp nhng sn phm tt nht v ha hn khng ngng gip tr nh pht trin. Nay chng ti tng bng khai trng ca hng trng by u tin ti Vit Nam, vi mong mun s mang n cho khch hng mt ni c th chn la chi tt nht cho tr, mt sn chi tr tu cho tr !Hy n vi chng ti, nhiu bt ng v qu tng hp dn ang ch n cc bn. Qu 2/2012:K nim ngy l thing ling dnh cho tr em ton th gi, Cre8tive Minds VN m ra ngy hi V tr th ti cng vin vn ho m Sen, vo ngy 1/6.Mi ph huynh vi 1 tr nh s c vo cng t do, nu nh c v u i khi mua hng ca Cre8tive Minds VN.ng thi, ti ngy hi, cc em s c th tr nghim sn chi th v ti m sen vi cuc thi Cuboro-Mnh ghp sng toNo hy tham gia ngy hi cng Cre8tive Minds VN v cho con bn mt sn chi tht l th, mt ngy quc t thiu nhi y ngha v ng nh Qu 3/2012: bao gi gia nh bn ngh ti vic xy Dinh c Lp? bao gi bn ngh ti vic cng b lm nn nhng k nim tht ng nh ln u ti Vit Nam? bao gi Ba, M v B cng th tr thng minh vi Cuboro Guiness? Ba, M i, dt b cng tham d chng trnh Cuboro-C nh cng xy Dinh c Lp nh! Qu 4/2012: Mt s kin honh trng v th v sp sa din ra ti Vincom Center HoChiMinh?Mt c hi him c thm him M hnh chi ln nht t trc n nay ti Vit Nam!Mt c hi cng tn hng khng kh v cng si ng ca Flashmob ngay trong lng TPHCM!Mt c hi tri nghim nhng giy pht cn no ti gian hng Kids Generation! Hy n vi chng trnh Ging sinh diu k no cc b i!

58

d) -

Ngn sch: Khuyn mi

D kin tng chi ph cho hot ng qung co l: 10,164,000,000 VN7 4.4.5.3

a) Mc tiu - ng vin khch hng s dng th sn phm ca khch hng c nhn. - Khuyn khch khch hng mua nhiu sn phm ca khch hng c nhn. - Tng mc mua bsan sn phm v d tr ca trung gian phn phi. b) Phng tin khuyn mi - i vi khch hng c nhn: gim gi hng bn, khuyn mi bng hnh thc qu tng km, sn phm gia tng, rt thm trng thng. - i vi khch hng t chc: chit khu, thng trn doanh s. c) Chng trnh khuyn mi - Cc chng trnh khuyn mi thng xuyn o i vi khch hng thuc knh phn phi v t chc: khch hng khi mua hng vi s lng ln ( trn 50 sn phm ) s c vn chuyn min ph. ng thi s nhn c th khch hng v tham gia vo chng trnh tch ly im, 3 khch hng c s im tch ly trong mt nm nhiu nht s nhn c mt chuyn i du lch Singapore 5 ngy. a im du lch s c thay i theo tng nm. o i vi khch hng l c nhn: nu khch hng mua hng tr gi 800 nghn tr ln s c tng 1 th khch hng v tham gia vo chng trnh tch ly im, s im ty thuc vo gi tr sn phm khch hng mua, c 100 000 VN s tng ng vi s im l 10. S im tch ly c s c quy ra t l gim gi khi mua hng nhng ln sau, c th: 10-100 im gim gi 5%, 100- 200 im gim gi 7.5% v trn 200 im gim gi 10%. o Cc chng trnh bc thm trng thng: khch hng khi mua hng s c tham d cc chng trnh bc thm trng thng c t chc 6 thng/ln, mi sn phm c km 1 phiu co rt thm trng thng, gii nht l 1 chic xe my tr gi 407

Tham kho thm bng d ton ngn sch qung co

59

triu, gii nh l 1 chic my git tr gi 20 triu, gii ba l 1 chic l vi sng tr gi 9 triu. - Qu 1/2012: o Gim gi 5% cho tt c cc sn phm i vi khch hng c nhn v gim gi 10% i vi knh phn phi v khch hng t chc. o Chng trnh chi th sn phm: Cc b tham gia s c hng dn cch chi v sau s thi u vi nhau, 3 b chi thng cuc s c tng mt b chi thng minh vi tng gi tr 2 triu. o Rt thm trng thng vo cui ngy, phn thng gm: 1 gii nht l 1 chic ti vi Sam sung tr gi 30 triu v 1 b chi thng minh, gii nh l 1 chic t lnh tr gi 20 triu v 1 b chi thng minh, gii ba l 1 chic my chp hnh tr gi 10 triu v 1 b chi thng minh - Qu 2/2012: o Khi khch hng mua 1 sn phm s c nhn mt phiu chi 3 tr chi min ph ti m Sen vo ngy 1/6. o Tng qu cho cc b khi tham gia chng trnh ti m Sen nu nh c v vo cng ca Cre8tive Minds VN tng. - Qu 3/2012: o Khi khch hng mua sn phm, ng vi 600 000 VN s c tng mt lng n trung thu tr gi 50 000 VN. - Qu 4/2012 o Vi mi sn phm khch hng mua s c cung cp dch v chuyn qu min ph, nhn vin ca Cre8tive Minds VN s ng thnh ng gi Nen n tng qu cho b. d) Ngn sch: D ton tng chi ph cho hot ng khuyn mi: 1,435,000,000 VN8 PR

4.4.5.48

Tham kho thm bng d ton ngn sch cho hot ng khuyn smi

60

a) Mc tiu Xy dng thin cm ca cng chng vi sn phm Cuboro Cugolino v cng ty Cre8tive Minds VN. H tr hot ng bn hng ca sn phm. T chc cc s kin khai trng, cuc thi, flashmob c) Chng trnh PR Qu 1/2012: Thng ip Playing is the beginning of learning nh ngh s Trng Ngc nh, khch hng tim nng. o Hi tho Bn chn ng chi cho con? Cc chuyn gia v gio dc s a ra cc nhn nh v thc trng chi tr em ti Vit Nam ngy cng mang tnh bo lc v thiu tnh gio dc. Sau a ra xu hng mi, nhng li khuyn v gii p thc mc cho cha m khi la chn chi cho con mnh.Tr i cng s tham d hot ng ring bit trong khu tr chi K nng c bn lp rp Cuboro. Bn cnh , cc chuyn gia s hng dn cc b mt s k nng c bn lp rp cuboro v mt s m hnh mu. Cc b s c hng dn trc tip tng ngi mt, trong thi gian cc b chi. o Qu 2/2012: Cuc thi Cuboro Mnh ghp sng to. Cc b s tham gia thi u theo nhm tui: t 3-4 tui, 5-6 tui, 7-8 tui, tiu ch chm im da theo tnh c o v sng to ca m hnh lp c. o Qu 3/2012: Chng trnh C nh cng xy Dinh c Lp.Hot ng chnh l ba m cng b s xy dng hnh mu Dinh c Lp da trn cc khi g Cuboro. o Qu 4/2012: Trng by M hnh phng to ca Cuboro Cugolino o S kin khai trng cng ty cng Ban gim c cng ty, i din thng hiu gia b) Cng c PR -

61

o

Nhy flashmob cho n ging sinh d) Ngn sch: D ton tng chi ph cho hot ng PR: 925,146,000 VN9

-

9

Tham kho thm bng d tr chi ph cho hot ng PR

62

Chng 5: D BO5.1 D bo doanh s v th phn

5.1.1 Doanh thu Theo chin lc sn phm, nm u tin cng ty s a vo th trng Vit Nam: b Cuboro Cugolino c bn vi 4 b b sung khc gm c:Cuboro Cugolino Sub, Cuboro Cugolino Pop, Cuboro Cugolino Magic v Cuboro Cugolino Hit. Tuy nhin, qu 1 ch a vo sn phm Cuboro Cugolino c bn v 2 b b sung cp d nht Cuboro Cugolino Sub, Cuboro Cugolino Pop th nghim v o lng dung lng th trng cng nh xem xt phn ng ca khch hng v cc i th cnh tranh. Sau , vo qu 3 v qu 4, cng ty s tung ra th trng 2 b b sung vi cp th thch cao hn l Cuboro Cugolino Magic v Cuboro Cugolino Hit ty theo kt qu kinh doanh ca cc sn phm tung ra trc . Tip theo, theo chin lc phn phi, t mc tiu a sn phm Cre8tive Minds Vit Nam n tn tay ngi tiu dng hiu qu v nhanh nht, cng ty d nh xy dng 1 ca hng trng by sn phm, 1 gian hng v phn phi thng qua 3 nh sch, 34 ca hng chi trn a bn qun 1, 3, 10, Tn Bnh. Nh vy, trong nm u tin khi thm nhp vo th trng Vit Nam, cng ty c tnh trung bnh s bn c: B Cuboro Cugolino c bn: 3 sn phm/ca hng/ngy B Cuboro Cugolino Sub: 2 sn phm/ca hng/ngy B Cuboro Cugolino Pop: 1 sn phm/ca hng/ngy B Cuboro Cugolino Magic: 0.5 sn phm/ca hng/ngy B Cuboro Cugolino Hit: 0.25sn phm/ca hng/ngy

Theo chin lc gi, ta c gi bn cc sn phm nh sau: Sn phm c bn Cuboro Cugolino Basic vo mc 600.000 VN/sn phm. B Cuboro Cugolino Sub: 170.000VN B Cuboro Cugolino Pop: 280.000VN B Cuboro Cugolino Magic: 390.000VN B Cuboro Cugolino Hit: 560.000 VN

63

Ngoi ra, xt theo chu k kinh doanh, cng ty xc nh t l % doanh thu gia cc qu nh sau: - Qu 1: 15% tng doanh thu c nm, do mi a sn phm vo th trng - Qu 2 v qu 4: 30% tng doanh thu c nm, do c cc s kin quc t thiu nhi, noel.. y nhu cu ngi tiu dng tng cao. - Qu 3:25% tng doanh thu c nm, do khng c nhiu s kin, nhng vn c cc nhn t thc y tiu th cao hn qu 1 nh trung thu, ngh h Tm li, cng ty c tnh doanh thu nm th 1 nh sau: D ton tiu th nm 2012 (n v: ngn ng) Q.I SL Basic 6,5 70 4,3 80 2,1 90 0 G 6 0 0 1 7 0 2 8 0 3 9 0 5 6 0 GT Q.II G 6 3,942 13, 0 ,000 140 0 1 744,6 8,7 7 00 60 0 2 613,2 4,3 8 00 80 0 3 0 0 9 0 5 0 0 6 0 5,299 26, ,800 280 SL GT Q.III G 6 7,884, 10, 0 000 950 0 1 1,489, 7,3 7 200 00 0 2 1,226, 3,6 8 400 50 0 3 1,6 0 9 43 0 5 0 821 6 0 10,59 24, 9,600 364 SL GT Q.IV G 6 6,570 13, 0 ,000 140 0 1 1,241 8,7 7 ,000 60 0 2 1,022 4,3 8 ,000 80 0 3 640,7 2,0 9 70 07 0 5 459,7 1,0 6 60 04 0 9,933 29, ,530 291 SL GT 7,884, 000 1,489, 200 1,226, 400 782,7 30 562,2 40 11,94 4,570 37,77 7,500 Tng cng

Sub

Pop Magi c Hit Tng cng

0 13, 140

5.2.2 Gi vn hng bn Theo chin lc gi, t sut gi vn hng bn trn doanh thu thun ca cc i th cnh tranh giao ng t 60% -65%, nhng do thng hiu sn phm cng ty cao hn so vi

64

mt bng chung v cng nh quy m ln v cng ngh tin tin trong ngnh, nn cng ty quyt nh mc t sut 32%. Ngoi ra, cng ty d tnh s nhp hng 1 ln/ nm, trong : - Chi ph nhp khu: chi ph thu container + chi ph nhp khu khc = 36 triu VN - Chi ph vn chuyn ni a = 5 triu VN * 40 = 200 triu VN V cc chi ph ny c phn b cho tng loi sn phm theo t l trn gi bn th trng ca chng. Do , d ton gi vn hng bn ca cng ty c th nh sau: Gi vn hng bn tng sn phm Basic Sub Pop Magic Hit Gi xut xng 126,120 36,902 60,200 83,518 122,563 Chi ph xut khu sang Vit Nam 650 183 300 416 576 Cc khon thu (10%) 60,000 17,000 28,000 39,000 54,000 Chi ph vn chuyn ni a 3,230 915 1,500 2,066 2,861 Gi vn hng bn 190,000 55,000 90,000 125,000 180,000 D ton gi vn hng bn Q. I Q.II SL 6,5 Basic 70 Sub Pop 4,3 80 2,1 90 GV GT HB 19 0 55 90 12 5 18 0 1,24 8,30 0 240, 900 197, 100 0 0 1,68 SL 13, 14 0 8,7 60 4,3 80 0 0 26, GV GT HB 19 0 55 90 12 5 18 0 2,49 6,60 0 481, 800 394, 200 0 0 3,37

Q.III SL 10, 95 0 73 00 36 50 16 43 82 1 24, GV GT HB 19 0 55 90 12 5 18 0 2,08 0,50 0 401, 500 328, 500 205, 375 147, 780 3,16

Q.IV SL 13, 14 0 87 60 43 80 20 07 10 04 29, GV GT HB 19 0 55 90 12 5 18 0 2,49 6,60 0 481, 800 394, 200 250, 875 180, 720 3,80 Tng sn lng 43,800 29,200 14,600 3,650 1,825 12,026,

Magi 0 c Hit 0

Tng 13,

65

cng

14 0

6,30 0

28 0

2,60 0

36 4

3,65 5

29 1

4,19 5

750

5.2.3 Chi ph bn hng - Chi ph qun l doanh nghip

Da trn cc chin lc xc tin bao gm Mar trc tip, PR, qung co v khuyn mi; cng ty d tnh chi ph bn hng s chim khong 40% tng doanh thu nm u tin, tng ng 13,3 t VN. ng thi, chi ph qun l doanh nghip v chi ph kinh doanh khc s chim 38%, tng ng khong 12,6 t VN do chi chi ph nghin cu v pht trin cao (chim khong 10% tng doanh thu). C th nh sau: 5.2.3.1 Chi ph Mar trc tip Thi gian Ni dung Chi tit Chi ph Thit k (600,000/trang x 16 9,600,0 trang) 00 Chi ph catalogues Chi ph in catalogues (700 x 16 22,400, trang x 2000) 000 Chi ph phn mm 7,500,0 qun l 2,500,000/thng 00 4,000,0 Chi ph xy dng ban u 00 Chi ph in thoi Chi ph duy tr 30,000, (10,000,000/thng) 000 Thit k (600,000/trang x 16 9,600,0 trang) 00 Chi ph catalogues Chi ph in catalogues (700 x 16 22,400, trang x 2000) 000 Chi ph phn mm 7,500,0 qun l 2,500,000/thng 00 Chi ph duy tr 30,000, Chi ph in thoi (10,000,000/thng) 000 Thit k (600,000/trang x 16 9,600,0 Chi ph catalogues trang) 00 Tng cng

Qu I

73,500,0 00

Qu II

6950000 0

Qu III

6950000 0

66

Chi ph in catalogues (700 x 16 22,400, trang x 2000) 000 Chi ph phn mm 7,500,0 qun l 2,500,000/thng 00 Chi ph duy tr 30,000, Chi ph in thoi (10,000,000/thng) 000 Thit k (600,000/trang x 16 9,600,0 trang) 00 Chi ph catalogues Chi ph in catalogues (700 x 16 22,400, trang x 2000) 000 Qu IV Chi ph phn mm 7,500,0 qun l 2,500,000/thng 00 Chi ph duy tr 30,000, Chi ph in thoi (10,000,000/thng) 000 Tng cng

6950000 0

282,000, 000

5.2.3.2 Chi ph qung co (truyn hnh, tp ch)Chi ph qung co trn truyn hnh i Ngy sng T2-T6 HTV7 T7-CN Qu IV/2011 VTV3 T2-CN VCT V8 VCT V1 Qu I/2012 HTV7 T7-CN 19h-20h 14 T2-CN T2-CN T2-T6 19h-20h 20h-21h 16h-19h 10h-12h 19h-20h 10 10 10 10 18 pht Gi pht S sng ln 19h-20h 12 n gi 1 ln pht Chi ph song 360,000, 30,000,000 000 150,000, 15,000,000 000 500,000, 50,000,000 000 100,000, 10,000,000 000 220,000, 22,000,000 000 540,000, 30,000,000 000 210,000, 15,000,000 000 Tng CP tng qu

1,330,000,000

1,570,000,000

67

VTV3 T2-CN VCT V8 VCT V1 HTV7 T7-CN Qu II/2012 VTV3 T2-CN VCT V8 VCT V1 T2-CN T2-CN T2-T6 HTV7 T7-CN Qu III/2012 VTV3 T2-CN VCT V8 VCT V1 HTV7 T7-CN Qu IV/2012 VTV3 T2-CN VCT V8 VCT V1 Tng cng T2-CN T2-CN T2-CN T2-CN T2-T6 T2-CN T2-CN T2-T6

20h-21h 16h-19h 10h-12h 19h-20h 19h-20h 20h-21h 16h-19h 10h-12h 19h-20h 19h-20h 20h-21h 16h-19h 10h-12h 19h-20h 19h-20h 20h-21h 16h-19h 10h-12h

10 10 10 14 12 10 10 10 16 16 10 10 10 16 12 10 10 10

50,000,000 10,000,000 22,000,000 30,000,000 15,000,000 50,000,000 10,000,000 22,000,000 30,000,000 15,000,000 50,000,000 10,000,000 22,000,000 30,000,000 15,000,000 50,000,000 10,000,000 22,000,000

500,000, 000 100,000, 000 220,000, 000 420,000, 000 180,000, 000 500,000, 000 100,000, 000 220,000, 000 480,000, 000 240,000, 000 500,000, 000 100,000, 000 220,000, 000 480,000, 000 180,000, 000 500,000, 000 100,000, 000 220,000, 000

1,420,000,000

1,540,000,000

1,480,000,000

7,340,000,000

68

Bo/Tp ch Qu IV/2011

Kch c

S lng

Tip th&Gia 1 trang 2 nh 1/2 4 trang M&B Nhi ng Brochure Catalogue 1 trang 3 1 trang 6 1 quyn 5,000 1 quyn 2,000

Gi/k 65,000,0 00 45,000,0 00 20,000,0 00 12,000,0 00 5,000 10,000 65,000,0 00 45,000,0 00 20,000,0 00 12,000,0 00 10,000 65,000,0 00 45,000,0 00 20,000,0 00 12,000,0 00 25,000,0 00 45,000,0 00

CP 130,000,000 180,000,000 60,000,000 72,000,000 25,000,000 20,000,000 130,000,000 180,000,000 60,000,000 72,000,000 50,000,000 65,000,000 90,000,000 60,000,000 36,000,000 125,000,000, 000 360,000,000

Tng CP tng qu 487,000,000

Qu I/2012

Tip th&Gia 1 trang 2 nh 1/2 4 trang M&B Nhi ng Brochure 1 trang 3 1 trang 6 5,000

492,000,000

Qu II/2012

Tip th&Gia 1 trang 1 nh 1/2 2 trang M&B Nhi ng 1 trang 3 1 trang 3 5,000 8

611,000,000

Qu III/2012

Tp san Tip th&Gia 1/2 nh trang

564,000,000

69

M&B Nhi ng Qu IV/2012

1 trang 3 1 trang 12

Tip th&Gia 1 trang 2 nh 1/2 8 trang M&B Nhi ng 1 trang 3 1 trang 10

20,000,0 00 12,000,0 00 65,000,0 00 45,000,0 00 20,000,0 00 12,000,0 00

60,000,000 144,000,000 130,000,000 360,000,000 60,000,000 120,000,000 2,824,000,000 670,000,000

Tng cng

Tng chi ph qung co Qu IV/2011 Qu I Qu II Qu III Qu IV

1,817,000,000 2,062,000,000 2,031,000,000 2,104,000,000 2,150,000,000 10,164,000,000

5.2.3.3 Chi ph khuyn mi Cc hnh thc (n v : ngn ng) Gim gi hng bn Chi ph Thng cho khch hng t chc v thng knh phn phi xuyn Rt thm trng thng Qu I 50,0 00 Qu II 60,0 00 Qu III 65,0 00 Qu IV 65,0 00 182, 000 69,0 00 Tng 240,0 00 182,0 00 138,0 00 278,0

69,0 00

Chi ph cho Gim gi nhn dp khai trng 278,

70

cc s kin showroom c bit Gii thng chng trnh chi th sn tng qu phm trong ngy khai trng Rt thm trng thng trong ngy khai trng Phiu tr chi min ph cho b nhn dp Quc t thiu nhi Gii thng cuc thi chinh phc th thch 1/6 Qu tng nhn dp tt trung thu Chuyn qu nhn dp noel Tng cng

000 2,00 0 70,0 00

00 2,000

70,00 0 150, 150,0 000 00 350, 350,0 000 00 10,0 10,00 00 0 15,0 15,00 00 0 400, 629, 75,0 331, 1,435 000 000 00 000 ,000

5.2.3.4 Chi ph PR KHAI TRNG SHOWROOM ST T 1 KHON MC Tip tn M T CHI TIT Hoa Nc ung m thanh - nh sng Bn gh Bong bng cho) (cng V T S N LN GI G (VN) 120,000 60,000 THNH TIN 720,000 360,000

lng 6 thn 6 g b b kg ng i ng i 1 5 3 2 4

2

Trang tr Dn dng

-

8,000,00 8,000,000 0 150,000 750,000 100,000 300,000

3

Nhn s thc MC chng trnh hin & khch mi Chuyn gia gio dc biu din

2,000,00 4,000,000 0 5,000,00 20,000,000 0

71

Ngh s Trng Ngc ng nh i Nhn vin thc hin - ng hu i i 4 ng Nhn s h V sinh i tr Bo v ti a im t ng chc i Sn phm mu 5 Workshop Nhn s cho workchop Thu dng c 6 Lu tr TNG CNG D tr Tng cng Quay phim Chp hnh 12x15 b ng i b DV D tm

1 20 3 4 4 8 4 1 100

15,000,0 15,000,000 00 400,000 200,000 200,000 500,000 300,000 50,000 8,000,000 600,000 800,000 2,000,000 2,400,000 200,000

5,500,00 5,500,000 0 300,000 3,000 68,930,000 6893000 75,823,000

HI THO "BN CHN NG CHI CHO CON" S N GI THNH STT KHON MC M T CHI TIT VT LNG (VN) TIN 1 2 a im Chi ph in n Khch sn Sheraton B presskit cho bo ch bui b 1 8 600 400 50,000,000 50,000,000 100,000 10,000 20,000 800,000 6,000,000 8,000,000

B ti liu cho khch b mi B brochure v sn b phm

72

Banners treo trong hi 1.5x2 tho m2 V mi 3 Tip tn Hoa Nc ung t lng thng b b kg

3 300 5 15 1 5 1 2 3 1 20 3 4 6 4 1 100

500,000 5,000 120,000 60,000

260,000 1,500,000 600,000 900,000

4

Trang tr - Dn m thanh - nh sng dng Bn gh Vt dng trang tr

10,000,000 10,000,000 150,000 1,000,000 4,000,000 5,000,000 750,000 1,000,000 8,000,000 15,000,000

5

Nhn s thc MC chng trnh ngi hin ngi & khch mi Chuyn gia gio dc biu din Ngh s Trng Ngc ngi nh Nhn vin thc hin ngi hu i V sinh ngi Sn phm mu b Nhn s cho workchop ngi Thu dng c b Quay phim DVD Chp hnh 12x15 tm

20,000,000 20,000,000 400,000 200,000 500,000 500,000 50,000 10,000,000 3,000 8,000,000 600,000 2,000,000 3,000,000 200,000 10,000,000 300,000 146,910,000 14,691,000 161,601,000

6 7

Nhn s h tr Workshop

8

Lu tr TNG CNG D tr (10%) Tng cng

"CUBORO - C NH CNG XY DINH C LP ST T S L NG N GI (VN) THNH TIN

KHON MC

M T CHI TIT VT

73

1

a im

2

Chi ph in n

Nh thi u Ph Th B ti liu cho khch mi B brochure v sn phm Banners treo trong hi tho Posters dn ti nh thi u V mi Nhn s Nc ung

Ngy b b 1.5x2 m2 40x60 cm2 t ngi Thng

1 600 400 3 8

25,000, 000 5,000 10,000

25,000,000 3,000,000 4,000,000

350,000 260,000 15,000 1,500,000 5,000 300,000 6,000,000 60,000 3,000,000 15,000, 15,000,000 000 200,000 6,000,000 20,000 1,000,000 4,000,0 00 5,000,0 00 16,000,000 10,000,000

3

Tip tn

300 20 50

4

Trang tr - Dn m thanh - nh sng b dng Bn gh b Thm lt tm Nhn s thc MC chng trnh hin Chuyn gia gio & khch mi dc biu din Ngh s Trng Ngc nh Nhn vin ph vic V sinh Nhn s h tr Bo v ti a im t chc Khi g ngi ngi ngi ngi ngi ngi khi bn chuyn

1 30 50

4 2

5

1 20 3 30 3000 5 4

25,000, 25,000,000 000 400,000 8,000,000 300,000 900,000 300,000 9,000,000 387,000,00 129,000 0 5,000,0 25,000,000 00 500,000 2,000,000

6

7

M hnh Thit k Vn chuyn

74

8

Lu tr

Quay phim Chp hnh 12x15

DVD tm

2 40

7,000,0 00 10,000

TNG CNG D TR Tng cng

14,000,000 400,000 562,060,00 0 56,206,000 618,266,00 0

S KIN "GING SINH DIU K" STT KHON MC 1 2 a im Chi ph in n Banners treo trong hi tho Posters nh sng M T CHI TIT Trc snh Vincom Center B brochure v sn phm VT bui b 1.5x2 m2 t b S N GI THNH LNG (VN) TIN 1 400 3 20 1 50,000,000 50,000,000 10,000 4,000,000

260,000 500,000 200,000 10,000 10,000,000 10,000,000 24,000,000 15,000,000 15,000,000

3

Trang tr - Dn M hnh phng to ca chi cuboro b dng Dy n neon, dng c trang tr ging sinh m thanh b Nhn s thc hin Hot no chng trnh & khch mi V cng nhy flashmobe biu din Ngi mc m hnh khi Cuboro Nhn vin bn tip tn Bo v ring ca cng ty ngi ngi ngi ngi ngi

8 3 3

3,000,000 5,000,000 5,000,000

4

4 50 5

3,000,000 1,000,000 700,000

12,000,000 50,000,000 3,500,000

5

Nhn s h tr

10 8

400,000 500,000

4,000,000 4,000,000

75

6

Lu tr TNG CNG D tr Tng cng

Chp hnh 12x15

tm

1000

3,000

3,000,000 194,960,000 19,496,000 214,456,000

5.2.4 Chi ph chit khu Theo chin lc phn phi, cng ty d tnh qu 1 doanh thu t cc ca hng chim 60% tng doanh thu ( do s lng ch c 8 ca hng). Qu 2 t l ny l 70%, qu 3 v 4 l 80%. V vy, cc qu 1,2,4 chit khu 10%, ring qu 3 chit khu 12% do cng ty t c hnh thc khuyn mi cho ngi mua nn s chit khu thm cho ca hng. Ngoi ra, thng cho nhn vin bn hng showroom: qu 1,3,4 thng 5% , qu 2 thng 6% doanh thu ca showroom; n gin gi s i ng bn hng trc tip cng thng trung bnh cng t l trn.Tm li, d ton chit khu cng ty nm u tin nh sau: 5.2.4.1 Chit khu cho cc ca hng, nh sch

D ton chit khu Thi gian Sn phm Cuboro Cugolino Basic Cuboro Cugolino Sub Cuboro Cugolino Pop Cuboro Cugolino Magic Cuboro Cugolino Hit Qu 1 Tng cng

S lng 6,570 4380 2190 0 0 13,140

n gi

Thnh tin

600,000 3,942,000,000 170,000 744,600,000 280,000 613,200,000 390,000 0 560,000 0 5,299,800,000 600,000 7,884,000,000 170,000 1,489,200,000

Chit khu 236,520,00 0 44,676,000 36,792,000 0 0 317,988,00 0 551,880,00 0 104,244,00 0

Cuboro Cugolino Basic 13,140 Qu 2 Cuboro Cugolino Sub 8760

76

Cuboro Cugolino Pop 4380 Cuboro Cugolino Magic 0 Cuboro Cugolino Hit 0 Tng cng 26,280

280,000 1,226,400,000 390,000 0 560,000 0 10,599,600,00 0 600,000 6,570,000,000 170,000 1,241,000,000 280,000 1,022,000,000 390,000 640,770,000 560,000 459,760,000 9,933,530,000 600,000 7,884,000,000 170,000 1,489,200,000 280,000 1,226,400,000

85,848,000 0 0 741,972,00 0 630,720,00 0 119,136,00 0 98,112,000 61,513,920 44,136,960 953,618,88 0 630,720,00 0 119,136,00 0 98,112,000 62,618,400 44,979,200 955,565,60 0

Cuboro Cugolino Basic 10,950 Cuboro Cugolino Sub Cuboro Cugolino Pop Cuboro Cugolino Magic Cuboro Cugolino Hit Qu 3 Tng cng 7300 3650 1643 821 24,364

Cuboro Cugolino Basic 13,140 Cuboro Cugolino Sub Cuboro Cugolino Pop Cuboro Cugolino Magic Cuboro Cugolino Hit 8760 4380 2007 1004

390,000 782,730,000 560,000 562,240,000 11,944,570,00 Qu 4 Tng cng 29,291 0 5.2.4.2 Chit khu cho nhn vin bn hng trc tip D ton thng nhn vin bn hng trc tip v nhn vin ca hng Qu 1 26,500,000 Qu 2 47,700,000 Qu 3 24,900,000 Qu 4 29,800,000 5.2.5 D ton li l

77

Nm 1: Gi vn hng bn chim 30% Chi ph bn hng v chi ph qun l doanh nghip cao do cng ty mi thm nhp vo th trng, c th ln lt l 40% v 38% doanh thu cng ty. Chit khu hng bn chim 7% L nm 1 : 15% doanh thu

Cc nm tip theo, cng ty nh gi: Tnh trng lm pht, nhp siu v li sut s c ci thin trong 5 nm tip theo do cc chnh sch thu ht u t ca chnh ph, c bit l cc u i vi mt hng chi sng to, gip pht trin trnh dn tr. Tc tng trng doanh thu qua cc nm ln lt l: 11%, 18%, 22% v 30% so vi nm trc . Gi vn hng bn s gim dn, c th 2 nm u l 32% doanh thu v 3 nm cn li l 30% doanh thu do t c tnh quy m v kinh t. Chi ph bn hng v qun l doanh nghip s gim dn v mc n nh ca th trng (30%; 13%) bi t c mc tiu thu ht khch hng v chi ph nghin cu v pht trin th trng gim mnh so vi mc 10% ca nm 1, c th nh sau: Chi ph bn hng 4 nm tip theo ln lt l: 39%, 34%, 30% v 28% doanh thu nm Chi ph qun l doanh nghip v chi ph khc ln lt 4 nm sau l: 31%, 23%, 16% v 12%; trong chi ph nghin cu v pht trin sn phm s gim v mc bnh qun th trng l 2% tng doanh thu. - Chit khu s gim dn do cng ty mun em li mc gi cnh tranh v hp l hn cho ngi tiu dng v m rng ra cc hnh thc bn hng khc, c th chit khu 4 nm s ln lt l: 7%, 6%, 5% v 4.5%. - Do , li l 4 nm tip theo s nh sau: Nm 2: L 8% Nm 3: Li 4% Nm 4: Li 18% Nm 5: Li 25% Nm 1 37,777,50 Nm 2 41,933,02 Nm 3 49,761,92 Nm 4 60,908,59 Nm 5 79,181,16

-

D ton li l Ch tiu Doanh thu bn hng

78

Chit khu hng bn Gi vn hng bn Li nhun t hot ng bn hng Chi ph bn hng Chi ph qung co Chi ph khuyn mi Chi ph PR Chi ph Mar trc tip Chi ph qun l doanh nghip Chi ph khc Chi ph khc Chi ph nghin cu v pht trin

Li nhun trc thu Thu TNDN (25%)

0,000 2,696,144, 480 12,026,75 0,000 23,054,60 5,520 13,235,78 2,000 10,164,00 0,000 1,435,000, 000 1,354,782, 000 282,000,0 00 7,555,500, 000 6,789,998, 500 3,022,200, 000 3,767,798, 500 4,526,674, 980 0 4,526,674, 980

5,000 2,783,769, 176 13,157,26 4,500 25,991,99 1,324 16,015,29 6,220 12,298,44 0,000 1,736,350, 000 1,639,286, 220 341,220,0 00 9,293,265, 000 4,038,072, 104 2,675,248, 792 1,362,823, 313 3,354,642, 000

0,768 2,931,308, 942 14,928,57 6,230 31,902,03 5,595 17,408,62 6,991 13,368,40 4,280 1,887,412, 450 1,781,904, 121 370,906,1 40 7,464,288, 115 4,976,192, 077 3,483,334, 454 1,492,857, 623 2,052,928, 412 513,232,1 03

1,019 3,104,256, 169 18,272,57 7,306 39,531,75 7,544 18,226,83 2,460 13,996,71 9,281 1,976,120, 835 1,865,653, 615 388,338,7 29 6,090,859, 102 4,263,601, 371 3,045,429, 551 1,218,171, 820 10,950,46 4,611 2,737,616, 153

8,325 3,378,672, 415 22,962,53 8,814 52,839,95 7,096 22,236,73 5,601 17,075,99 7,523 2,410,867, 419 2,276,097, 410 473,773,2 49 5,542,681, 783 4,988,413, 604 3,404,790, 238 1,583,623, 367 20,072,12 6,108 5,018,031, 527

Li nhun sau thu

0 3,354,642, 1,539,696, 8,212,848, 15,054,09 000 309 458 4,581

79

5.2

D bo ri ro

5.2.1. Ri ro thm nhp th trng Khi chn thm nhp th trng nc ngoi bng phng thc xut khu trc tip cng ty s c c hi thu c li nhun cao hn tuy nhin ri ro ca phng thc ny cng khng t. RI RO NGUYN NHN GII PHP

Ri ro mi trng Cng ty khng am hiu v th Nghin cu k v mi trng kinh doanh trng nc ngoi s gp phi kinh doanh ti Vit Nam trc khi nhiu ri ro cc yu t ca mi thm nhp. Nm vng c im trng thay i nh mi trng th trng, i th cnh tranh, cng ngh, vn ho, x hi, lut khch hng. Bn cnh phi d php, chnh tr. Khi xut khu trc bo nhng thay i ca mi tip lc ny cng ty phi trc tip trng kinh doanh a ra bn sn phm ra th trng nc nhng phn ng kp thi. ngoi nn chu nhiu p lc t mi trng kinh doanh ca nc s ti.

Ri ro khi khch Do kinh doanh trn mt th trng Thit lp chin lc marketing hng thay i s mi nn nu cng ty khng nm bt hon chnh, d bo v kim sot thch, th hiu. c nhng thay i trong hnh vi vic thc hin k hoch hiu qu ca khch hng i vi sn phm v phn ng kp thi khi c nhng s gp nhiu bt li. yu t bt li.

80

Ri ro ngun nhn Ngun nhn lc cha kinh o to i ng qun l, bn hng lc nghim thu hiu v th trng nn iu hnh tt vic kinh doanh khng tip cn c khch hng ti th trng Vit Nam. lm nh hng n doanh thu tiu th ca cng ty.

Xut khu gp kh Ri ro v t gi. khn

Nng cao ngun lc ti chnh phng nhng trng hp doanh nghip thua l trong nhng nm u thm nhp vo Vit Nam.

Khng ch ng Do khng sn xut nc ngoi, C s lin kt cht ch vi nh c sn phm khi trong qu trnh vn chuyn sn sn xut v cc nh cung ng vn cn hoc tht thot phm b trc trc. h hng hng ho. ti m bo hng ho kp thi p ng nhu cu vi chi ph thp nht.

Cnh tranh vi i Do i th cnh tranh hiu r v Nghin cu k th trng v chin th hin hu trong khch hng ni a v c nhiu lc ca i th cnh tranh c ngnh phn ng cnh tranh khi cng ty bin php phn ng kp thi. thm nhp vo th trng.

5.2.2. Ri ro trong chin lc sn phm

81

RI RO

NGUYN NHN

GII PHP

- Cht lng sn - Do kim nh cht lng hng - C s kim tra cht ch cht phm cha t tiu nhp khu t Trung Quc, cng lng sn phm trong qu trnh chun. nh qu trnh quy nh tiu chun nhp khu. nguyn vt liu d bn Trung Quc sn xut xy ra s st. - Tng cng kim tra quy trnh sn xut cng nh qu trnh mua

- Mt khc, do mt hng sn xut nguyn vt liu ca bn i tc ti Trung Quc nn gy hoang Trung Quc mang cho ngi tiu dng v cht lng sn phm. - Trn bao b nn in cc gii thng v cht lng cng c nim tin cho cc bc ph huynh. - Sn phm s - Cha hiu r v vn ha, ngn - Nghin cu k th trng v mi dng khi dch sang ng v thun phong m tc Vit trng vn ha Vit Nam, ngn ting Vit c th Nam. gy hiu lm. -Khch hng c th Sn phm l sn phm mang tnh -Nhn mnh im khc bit ca Cuboro nhm ln cht l sn phm xp hnh, thm Cuboro so vi cc sn phm ang vi cc sn phm vo trn th trng Vit c c mt trn th trng, qung co, tng t trn th nhng b xp hnh ca Lego v t xux1 tin nn nu r v lm ni trng Trung Quc bt c gi tr ca sn phm ng s dng ca sn phm.

5.2.3. Ri ro trong chin lc gi

82

Ri ro

Nguyn nhn

Gii php xut

Vic nh gi Hng ca cng ty ch yu l Cn c cc chin lc ti u ho cc theo chi ph s xut khu, nn chi ph mua hng chi ph khc nng cao hiu qu gy kh khn l c nh trong vic kinh doanh. Mt khc nu c iu kin xy dng nh my th nn c chin lc sn xut ti ch trong tng lai. th c nhng ng thi v gi c, khng nn c bm theo i th tng bc mt. Nghin cu k cng i th trc khi a ra quyt nh. Kh hng ti Sn phm c nh gi cao, l Pht trin sn phm, co th l s nh nhiu phn sn phm cao cp nn ri ro l v cho mt dng sn phm khc Curoro nhng vn mang tnh l pht trin tr tu. Nhng thay i cht liu, mu m. khc th trng khc trong tng lai, do c im thu nhp trung

mun ct gim cc chi ph. k hoch gi theo gi ca i th. nu nh cc i th thay i bt thng.

Bi ri trong Gi c ca mnh cng c nh Nn bnh tnh suy xt k khi m i

bnh ca Vit Nam cha cao. D b nh gi Xu hng ca ngi Vit Nam Nn hoch nh chng trnh khuyn thp t. nu c kh nhy cm v gi cng nh mi ph hp, v c thi gian, mc bit khi c cc chin lc nhng vn phi gi vng hnh nh khuyn mi hng n chin lc gi, c khuyn mi, linh hot trong k hoch

83

khuyn mi.

nh v thng hiu mnh.

Chin lc gi Do h cha thm nhp, nn Tranh th li th ca ngi i u ca cc i th cha th bit c h c phi l to v gi vng th phn hin ti, tim nng. i th trc tip cu mnh hay khng nh thng hiu trong lng khng m ra chin lc gi. khch hng. Bn cnh , cng cn thay i v sn phm, khng nh cht lng. Gi vng tinh thn v bnh tnh khi a ra quyt nh gi ph hp ngay trc khi i th tung sn phm. Cc nh phn Chng ta khng phi l phn Gim st k hn cc knh. phi d thay phi theo hnh thc i l. i gi c ca mnh v mc ch ring. To ra cc gi kch thch nhm tng mc thn thit vi nh phn phi d dng kim sot. Thnh lp showroom khch hng bit c gi chnh thc ca mnh m so snh.

5.2.4. Ri ro trong chin lc phn phi:

84

Ri ro Hng ho nhp khng ng tin

Nguyn nhn Do phi nhp hng nn vic thiu hng c th xy ra do chm tr hay mt l do no tng t

Gii php C mt b phn chuyn v kho bi v qun l xut nhp khu m bo lng hng. Xy dng showroom Tng bc hon thin h thng phn phi ring ca mnh ti Vit Nam.

Trung gian phn phi kh kim sot

Do phn phi theo hnh thc mua i bn li, khng phi l i l

B gii hn v v tr, mt s khu vc mua mua hng th ch mua qua mng v vn chuyn n thi.

Ch tp trung vo thnh ph H Ch Minh lc u

y dng h thng giao nhn, c th nh cc trung gian h tr. Xy dng trang web sao cho c th t mua trc tip trn . H tr v trng by sn phm tng tnh n tng cho sn phm ti ca hng phn phi

Cnh tranh ngay ti trung gian phn phi

Do khng ch c sn phm Cuboro c trng by

Cnh tranh gia cc nh phn phi, ri ro kh tm c nh phn phi tt.

Do cha c ch tm, ch yu l mnh phi tm n nh phn phi. Tiu chun chn knh phn phi ca ta.

Xy dng chin lc ko, hon thin c ch tuyn chn t hiu qu co, nhanh chng.

5.2.5. Ri ro trong chin lc xc tin:

Ri ro

Nguyn nhn

Gii php

85

Ri ro v chi ph

Do nhng nguyn nhn Cc hot ng c t

Chi ph s dng cho cc ch quan nh cng ty chc, i km vi hot ng hot ng xc tin, qung ch ng tng cng kim tra gim thiu ti co chiu th b y ln cc hot ng xc tin a cc ri ro, sai st. cao, c th nhiu hn so cnh tranh vi cc Thc hin nh gi tc vi d kin, lm gim li i th khc. Ngoi ra ng ca tng cng c nhun ca cng ty. vic tng chi ph c th marketing, loi b nhng c l gii l do lm chng trnh km hiu qu pht, gi hoc vic tng i ng m phn ca cng t ngt trong ty hot ng hiu qu nn

ngnh gii trhoc p c th k c nhng hp lc t pha i th ng m bo cht lng cnh tranh nn buc vi mc gi hp l. cng ty phi chi nhiu hn. Ri ro v tc ng khch hng cha cao Thng tin trong cc Lp phng, ban chuyn ph trnh qung trch phn qun tr ri ro Mc tc ng vi chng

co, PR b bp mo, trong cng ty. Phng, ban lch lc hoc c nhng ny c trch nhim a ra tin n tht thit nh nhng tnh hung gi nh hng xu n hnh c tc ng ln vi cng ty nh cng ty. v a ra chng trnh Cc chng trnh phn hnh ng x l ri ro. cm gy nh hng V khi xy ra tnh hung n hnh nh cng ty xu tht s, y l b phn cng nh l sn phm ph trch cc hot ng x l ri ro trn. Ngoi ra,

86

cng tham gia vo cc hot ng, chin dch ca cng ty thc hin cng tc qun tr ri ro. Kim duyt ni dung cc thng ip mt cch chi tit da trn nhng iu tra v khch hng m bo khng bp mo,lch lc thng tin Thu nhng cng ty chuyn nghip cc chng trnh t cht lng cao Ri ro trong qu trnh thc Thiu kho st, nghin Bo m v thi gian, a hin cc chng trnh cu th trng hiu im ca cc chng trnh Cc chng trnh xc tin qu, cha hiu ng cng nh hnh thc bt mt, khng thu ht c s i tng khch hng ph hp vi th hiu ca quan tm,ch ca cng mc tiu chng hoc cha nhm ng khch hng mc tiu khch hng mc tiu. iu ny c th thc hin c thng qua vic iu tra th trng v bo m cht lng ca cc chng trnh

5.2.6. Ri ro trong tng cng c xc tin Ri ro Nguyn nhn Gii php

Thng tin khuyn mi La chn knh cha Thc hin cc hot ng

87

thng xuyn khng c ng i tng khch iu tra v khch hng mc ph bin, thng tin rng hng mc tiu. ri. tiu la chn hnh thc, ni dung cc chng trnh, s lng cc chng trnh, cng c xc tin cho ph hp, t hiu qu cao. Ni dung chng trnh Thiu tm hiu v vn Phim qung co, poster, qung co vi phm cc ha, php lut ca Vit banneru c thc hin lut l v ni dung qung Nam. co, gy kin tng, tranh chp bi