Quan Tri Ban Hang - Chuong II Da Bo Sung

8/6/2019 Quan Tri Ban Hang - Chuong II Da Bo Sung

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I HC QUC GIA THNH PH H CH MINHI HC KINH T - LUTKHOA QUN TR KINH DOANHLP K08407ANHMGENTLEMEN PLUS 5

CHNG 2

PHN TCH SN PHM

Ging vin: Ths. Nguyn Khnh Trung

Tp H Ch Minh, ngy 09 thng 03 nm 2011

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DANH SCH THNH VIN NHM GENTLEMEN PLUS 5

1. V TRNG AN K084071142

2. C PHC I K084071165

3. NGUYN XUN HONG K084071181

4. KIU TRNG HU K084071188

5. MAI MINH KHI K084071191

6. NGUYN NGC PHNG MINH K084071204

7. PHM TIN NAM K0840712058. V MINH SANG (NT) K084071225

9. HNG SON K084071226

10.H NGC SN K084071227

11. L MINH THUN K084071242

12.NG PH M TIN K084071245

13. NG MINH TR K084071254

14. NGUYN MINH HI T K084071259

15.L ANH TUN K084071261

16.BI TH HNG VN K084071264

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MC LC

LI M U

Trong giai on bng n kinh t nh hin nay, vic xut hin ngy cng nhidoanh nghip mi vi danh mc sn phm a dng, hp dn, to cho khch hntm l mua sm ngy cng khc khe v cu ton hn. Vi mt s lng khng ldoanh nghip cng tin vo th trng vi chung dng sn phm, th khng ch vchin lc kinh doanh mnh m hp l l . Bn thn sn phm chnh l yu tnh s thnh bi ca doanh nghip, v khng ch n gin l sn phm ca bn

doanh nghip, m quan trng hn l phi bit t cc sn phm ca mnh a ra nhchnh cc sn phm ca i th v cui cng c c nh hng chnh xc cho phm ca mnh.

V th vic phn tch sn phm, thc s nn l hnh ng u tin m donghip phi thc hin khi mun bc vo th trng. chin lc kinh doanh c t nhng phn tch sn phm sc so, chnh xc, s l tin tt nht doanh a sn phm vo th trng vi chi ph thp, s chp nhn ca khch hng cao

c li th cnh tranh tng i so vi i th.Phn tch thy tm quan trng ca cht lng sn phm, dch v, thy

thnh phn cu to nn sn phm, thy c im mnh im yu ca bn thn cca i th. V cui cng l quyt nh ng n v sng sut tin vo th trncch thnh cng nht.

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CHNG II: PHN TCH SN PHM

1. Mc tiu v ngha ca vic phn tch sn phm1.1.Mc tiu ca vic phn tch sn phm :Phn tch sn phm hiu r tm quan trng ca sn phm v tm hiu phn t

thnh phn to nn sn phm.Phn tch sn phm c th thy c cc kha cnh khc nhau ca sn phm

a ra cc chin lc kinh doanh ph hp.1.2. ngha ca vic phn tch sn phm :

T cc kha cnh , chng ta s nghin cu c kt ra c sc hp dn c phm i vi th trng, i vi c nhn ngi mua; thy c cc yu t cn thith n gin ha ti a qu trnh a sn phm vo th trng, gim gi thnh cnc thm kin thc i u vi cc i th cnh tranh.

2. Phn tch sn phm

2.1. Khi nim v sn phm

L bt k th g c th a ra th trng nhm thu ht s ch , s s hu, s sv s tiu dng v c th tha mn mt mong mun hay mt nhu cu no ca khng. N c th l mt i tng hu hnh hoc mt i tng v hnh.

2.1.1. Sn phm hu hnh

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Sn phm hu hnh l sn phm vt cht c to ra trong qu trnh sn xucc ngnh cng nghip, khai thc, ch bin v nng - lm - ng nghip; khc vingnh dch v to ra nhng sn phm v hnh. c trng ca nhng SPHH l mangthi vt cht, c th nhn thy, s m, cn, ong, o, m v kim tra cht lng phng tin ho, l.

Sn phm hu hnh chim vai tr quan trng trong nn kinh t ca cc nc pht trin v chim t trng cao trong c cu kim ngch xut khu ca th gii vnc. Mt s sn phm dch v cng c tnh hu hnh, chng hn nh dch v chng di dng vt cht nh sc, hoc bn bo co kt ton ca ngn hng.

2.1.2. Sn phm v hnh (dch v)

2.1.2.1. Khi nim

Dch v l nhng hot ng v kt qu m mt bn (ngi bn) c th cungcho bn kia (ngi mua), tha mn cc nhu cu ca h. Dch v ch yu l vkhng mang tnh s hu. Dch v c th gn lin hay khng gn lin vi mt snvt cht.

Sn phm c chia thnh sn phm hu hnh v dch v. Tuy nhin th

khng c ranh gii r rng gia sn phm hu hnh v dch v.

2.1.2.2. Mt s cch phn loi sn phm khc

a. Cn c vo tnh cht hu hnh v tnh cht v hnh

Ch l sn phm hu hnh thun ty: v d x bng, kem nh rngkhngdch v km theo

Sn phm hu hnh c km theo dch v: v d nh xe hi c bo hnh, sa chng dn li xe

Mt hn hp tng i ngang nhau gia sn phm hu hnh v dch v v dthc n v dch v nh hng

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Dch v l chnh c km theo sn phm hu hnh b tr v dch v ph: vdch v vn chuyn trn my bay v thc n, tp ch v phim phc v.

Dch v thun ty: v d: t vn, dch v khm bnh

b. Cn c vo nhm tiu ch khc

Th nht, dch v da vo thit b l chnh hay con ngi l chnh: thit b l cnh my bn hng t ng, my ra xeCon ngi l chnh nh t vn, k bnh, ngn hng

Th hai, cn khch hng hin din hay khng: cha bnh, hng khng, sa cht, t vn

Th ba, p ng nhu cu ca c nhn hay ca doanh nghip

Cui cng: mc tiu l v li nhun hay phi li nhun.

2.2. Cc thnh phn to nn sn phm

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Li ch ct li(Core benefit)

Sn phm c bn(Basic Product)

Sn phm kvng

(ExpectedProduct)

Sn phm cngthm

(AugmentedProduct)

Sn phm timnng

(PotentialProduct)


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2.2.1. Li ch ct li : gii p cu hi khch hng thc s mua ci g?, cli ca sn phm phi l nhng li ch hoc dch v m sn phm mang li chohng.

Li ch ct licn gi l gi tr s dng ca sn phm l thuc tnh c th thmn mt nhu cu no ca khch hng

Khi thit k sn phm chng ta cn phi xc nh li ch ct li ca sn phm khch hng tm kim.

Sn phm trn gc marketing khng n thun ch bao gm nhng yu t ha hay hu hnh m l tng th cc li ch.

V d:Ct li ca m phm l mang li cho khch hng nhng s khc bilm p v s biu l c tnh ca khch hng

Ferrari l cng ty ni ting vi nhng chic xe ua v tn binh California hng gii thiu l tiu th t nhin liu hn, thi t kh CO2 hn.

ng Montezemolo, ch tch hng xe Ferrari ni: Chng ti khng thc s bn chng ti bn gic m v nhng ch xe Ferrari l nhng ngi say m cm gic ng

v lng, thit k p v cng ngh nh cao.

2.2.2. Sn phm c bn:l sn phm c bn c tha nhn ng nh thtrng ca n. Bao gm cht lng, c im, bao b, nhn hiu, mu m, phong c phm.

Cht lng : y l cng c ch yu nh v sn phm trn th trng mc t

Cht lng ca sn phm c tc ng trc tip i vi vic thc hin cc

nng ca sn phm. Cht lng gn lin mt thit vi gi tr v s tha mn khch Ngi ta nh ngha cht lng sn phm gc sn phm to ra c gi trtha mn khch hng.

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Cht lng sn phm bao gm: bn, tin cy, chnh xc, d vn hsa cha, v nhng thuc tnh khc: kh nng vn hnh, nhng c trng b sungnng dch v km theo, thm m v hon thin

Cht lng ca sn phm do cht lng ca nguyn vt liu, trnh cng ntrnh ca ngi trc tip to ra sn phm.

V d:Xe my v gia dng ca Nht ni ting l cht lng tt, bn.

c im ca sn phm hay kiu dng, mu m v phong cch sn phm:

c i m: Ngi tiu dng sau mt thi gian s dng mt kiu dng mu nhiu ln s d b nhm chn. Hn na, ngy nay th trng tiu dng th gii xuxu hng c tnh ha tiu th ch yu da trn mu m, kiu dng cho nn y lthuc tnh rt quan trng.

Phong cch sn phm:L mt vi c im thm m bn ngoi no ca s phm th hin phong cch, c tnh ca con ngi hay con vt m nh sn xut muhin.

V d:Pepsi vi phong cch tr trung, nng ng.

Mu m, thit k sn phm:y l khi nim rng hn khi nim phong cchMt sn phm c phong cch kiu dng bt mt nhng cha chc t hiu qu vtt. Thit k khng n gin ch l nhng biu hin bn ngoi m cn lin qua qu ca n. Mu m, thit k va c th gip sn phm trng bt mt va c th nmc hiu qu ca sn phm.

Nhn hiu:L mt thuc tnh quan trong ca sn phm. N c th l tn gi, kdng, biu tng hoc bt k mt c im no cho php phn bit sn phnh cung cp ny vi sn phm ca nh cung cp khc.

Nhn hiu c cc chc nng sau:

Chc nng thc tin: Cho php ghi nh d dng kt qu ca qu trnh la trc y, nh c th gip khch hng tm li nhanh chng cc nhn hiuh cho l thch hp.

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Chc nng m bo: i vi khch hng mt nhn hiu quen thuc l s bo cho mt cht lng tt.

Chc nng c th ha: Khi khch hng la chn nhn hiu no tc l khnh nt c o, c tnh ca h.

Chc nng to s vui thch: Khch hng s cm thy vui thch khi c thla chn trong nhiu sn phm c nhn hiu a dng, ph hp vi mnh.

Chc nng d phn bit: Khi nhn hiu l im duy nht khch hng bvo trong vic chn mua sn phm gia nhng sn phm ging nhau kh bit.

Bao b sn phm v ng gi

Bao b sn phm c tm quan trng t bit. N c xem nh l mt nghng thm lng.

Chc nng ca bao b: Bo v sn phm khi h hng mt mt; gip thutrong vn chuyn; thng tin cho khch hng bit v cht lng, cch s dng sn

v v cng ty; kch thch s ham mun mua hng ca khch hng.Mun lm tng gi tr ca sn phm cn thit phi lu cn thn vic x

kch c, hnh dng, cht liu, mu sc, du hiuca bao b.

Nhng iu cn lu khi thit k bao b: Hnh nh ca bao b nn ni ln kca vic s dng sn phm ch khng phi bn thn sn phm; bao b phi ph htp qun, lut l ca th trng mc tiu

2.2.3. Sn phm mong i:L tp hp nhng thuc tnh v iu kin ngmua thng mong i khi mua sn phm.

Cc cng ty ngy nay thng tin hnh nhng cuc iu tra ln nh khc ntheo nh k nhm thu thp kin phn hi ca khch hng lin quan ti mc mn ca h i vi sn phm/dch v ca nh sn xut, cc k vng ca h v s

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Thi gian, tin bc v cng sc m doanh nghip b ra cho vic thu ht cng nh tch, nh gi s tho mn ca khch hng - tt c u nhm mc ch p ng ti a cnhu cu ca cc thng .

Vic tm ra mt phng thc hiu qu ci tin sn phm phi da trn cu tm l v nhu cu v mc ch cakhch hngkhi s dng sn phm. l nhng bquyt to ra nhng sn phm thc s khc bit v tho mn hu tt mikhch hng.

2.2.4. Sn phm cng thm:L nhng dch v v li ch ph thm m ngi bn b sung lm cho sn phm ca mnh khc bit sn phm ca mnh vi cnh tranh. nhm gp phn to thnh sn phm hon chnh, gia tng nhn thc cahng v cht lng sn phm, nh sn xut cung cp cho khch hng nhiu thnhng dch v v nhng li ch b sung nh bo hnh, sa cha, vn chuyn,...

+ Giao hng v iu kin thanh ton: Cng hai sn phm tng t nhau vic im khc ging nhau nhng nu sn phm no giao sm hn, thun tin hnchnh sch gin gi th c thnh cnh tranh cao hn.

+ Cch s dng: Cng d s dng th sn phm cng c tnh cnh tranh cao h

+ Dch v sau bn: Bao gm bo hnh, lp t, bo tr, sa cha, cung cp ttin, hng dn s dng, gii quyt khiu ni, cung cp ph tngnu sn phm

ng tt dch v sau bn th tt nhin tnh cnh tranh ca sn phm trn th trcao hn.

Cc dch v sau bn hng ca nh cung cp c vai tr c bit quan trng hkhch hng s dng v khai thc c hiu qu sn phm ca mnh sau khi mua hng

2.2.5. Sn phm tim nng: L tp hp nhng tnh cht v dch v mi c thc m cui cng s c b sung vo hng ho. Vic pht hin v tm ra cc sn ptim nng l mt vic lm ht sc kh khn. N thch thc cc nh cung cp phi kngng nghin cu th trng c th nm gi th phn hay l gi vng v th cntrn th trng cnh tranh ngy cng khc lit nh hin nay.

2.3. Danh mc sn phm kinh doanh

2.3.1 Danh mc sn phm kinh doanh hu hnh

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http://www.chamsockhachhang.org/tag/khach-hang/http://www.chamsockhachhang.org/tag/khach-hang/http://www.chamsockhachhang.org/tag/khach-hang/http://www.chamsockhachhang.org/tag/khach-hang/


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Danh mc sn phm l mt tp hp tt c nhng loi sn phm v mt hng mngi bn c th a ra bn cho nhng ngi mua. Danh mc sn phm cdoanh nghip c th phn loi theo:

Chiu rng : chiu rng danh mc sn phm th hin doanh nghip c bao nh

loi sn phm khc nhau. Chiu di: chiu di danh mc sn phm l tng s mt hng trong danh mc

phm. Chiu su: chiu su danh mc sn phm th hin c bao nhiu phng n (d

ca mi sn phm trong loi. Mt : mt danh mc sn phm th hin mi quan h mt thit n m

no gia cc loi sn phm khc nhau xt theo cch s dng cui cng.

Hoc c th phn loi theo:

Sn phm tiu dng c nhn: m phm,qun o,thc phm... Sn phm cng nghip: my mc,nguyn nhin liu... Sn phm Nng-Lm-Ng nghip: la go,rau ci, tri cy,g,thy hi s

bin... Nguyn vt liu xy dng: vt liu xy dng, trang tr ni tht...

Nh vy danh mc sn phm hu hnh s bao gm tt c cc sn phm hu hdoanh nghip bn ra th trng. Ty vo tng doanh nghip s c nhng danh m phm hu hnh khc nhau.

V d :Danh mc sn phm hu hnh ca tp on Unilever Vit Nam

Thc phm : Lipton , Knorr , Walls

Lipton c lipton chanh, Lipton tr sa, Lipton o. Knorr c Ht nm Knorr tht thanh xng ng, Knorr nm v rong bin , n

mm Knorr.

+ Chm sc gia nh : Omo , Comfort, Sunlight, Vim, Surf , Viso.11


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+ Chm sc c nhn: Clear , Close up, Dove , Lifebuoy, Lux, Ponds, P/S, RexonSunsilk.

2.3.2 Danh mc sn phm v hnh

Cng nh sn phm hu hnh, danh mc sn phm v hnh l tp hp tt csn phm v hnh(dch v) ca doanh nghip. C th phn loi nh sau:

+ Dch v lin quan n th cht con ngi: Chm sc sc khe Vn chuyn hnh khch Chm sc sc p Tp th dc thm m

Nh hng Ct tc

+ Dch v lin quan n tr tu con ngi: Gio dc Truyn hnh Thng tin

Nh ht Nh bo tng

+ Dch v lin quan n ti sn v hnh Ngn hng K ton T vn php lut Bo v an ninh Bo v bo him

+ Dch v lin quan n hng ha v vt cht khc Vn chuyn hng ha Bo tr v sa cha thit b Bo tr cao c

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Git i Chm sc vn cy cnh Chm sc vt nui

V d: Danh mc sn phm dch v ca Cng ty c phn Vincom

Hot ng chnh ca Cng ty c phn Vincom l cung cp cc sn phm dch vng sn (BS) cao cp vi cht lng quc t, mang tnh c o v sng to caotha mn ti a nhu cu khch hng.

Vi nh hng pht trin trung & di hn Cng ty CP Vincom tip tc tp trungt & trin khai cc d n kinh doanh BS tim nng & khai thc cc cng trnh vo s dng, bao gm:

1. Kinh doanh Bt ng sn.2. Khai thc cc trung tm thng mi - vn phng v cn h cho thu cao cp

tin ch vi nhng tng thit k hin i, sang trng v cht lng dhng u gia trung tm ca thnh ph.3. Kinh doanh khch sn.4. Dch v vui chi, gii tr.5. T vn u t.6. Qung co v cc dch v lin quan n qung co.7. T chc hi ch, trin lm thng mi.8. Dch v trng gi xe t, xe my, xe p.9. Xy dng, kinh doanh sn golf v cc dch v lin quan n sn golf.10.Xy dng, kinh doanh khu du lch sinh thi v cc dch v lin quan khu du lch sinh thi.

11.Kinh doanh cng vin cy xanh, cng vin nc, vn tri gii tr.12.Dch v mi gii BS, nh gi BS, sn giao dch BS, t vn BS, gi BS, qung co BS, qun l BS.

V d : Danh mc sn phm dch v ca Cng ty Dch v L hnh Saigontour07/2009

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Thng 7/2009 l mc Cng ty Dch v L hnh Saigontourist tung ra cc toutit kim, siu tit kim IKO Travel trong v ngoi nc vi cht lng dch v ttu i hp dn.

Chm tour trong ncSiu khuyn mi h 2009 ca Saigontourist c trin khang lc khng kh nng nng ang bc vo im nh. Cc tour Tr li sng Ba - P

Yn (3 ngy, gi t 1.530.000 ng/khch, khi hnh (KH) th su hng tun); Si GPh Quc (3 ngy, gi t 3.155.000 ng/khch, KH th ba, su, ch nht); Hn NgVit (3 ngy, gi t 4.075.000 ng/khch, KH th nm); H Ni - Khu du lch Trng- H Long (4 ngy, gi trn gi 4.625.000 ng/khch)

u thng 7 cng l thi im Saigontourist trin khai nhiu hnh trnh tit kimkhpth gii: M, c, Nht, Hn Quc, Trung Quc, Thi Lan, Singapore, Malaysia,Campuchia, Indonesia... Mi y, Saigontourist va trin khai hnh trnh siu tit kin thin ng bin ni ting th gii: Bali- Singapore (5 ngy, gi trn gi 499USD/khch, KH ngy 3, 10, 17, 24, 31-7), Jeju- Seoul (6 ngy, gi 911 USD/khch, KHngy 14, 21-7), Seoul (5 ngy, 699 USD/khch, KH ngy 10, 17-7; 7-8), Bc Kinh (4ngy, 509 USD/khch, KH ngy 2, 9, 16, 23, 30-7), c (Brisbane - Gold Coast - Sydne8 ngy, 2.350 USD/khch, KH ngy 26-8; 23-9; 21-10.

V d: Danh mc sn phm dch v ca Cng ty Dch v L hnh Saigontour03/2010

Cho mng 79 nm ngy thnh lp on TNCS H Ch Minh 26/3/2010, hnng chng trnh ca on TNCS HCM, on Thanh nin Cng Sn H Ch Minh tCng ty Dch v L hnh Saigontourist chnh thc trin khai "Cng trnh Thanh Ninhnh Saigontourist" vi vic xy dng v pht trin dng sn phm du lch tit kimIKO Youth Travel phc v i tng on vin - thanh nin trong c nc

- Chm tour du lch v cng ng Thp sng nim tin (1 ngy, i v bng xe)- Chm tour du lch truyn thng, lch s kt hp giao lu a o C Chi- Trunng cc (2 ngy, i v bng xe)- Long Hi- cn c Minh m (2 ngy, i v bng xe)- Theo dng nht k ng Thy Trm (c Ph - Qung Ngi - Dung Qut, 4ngy, i v bng xe la)- Hnh trnh v qu hng ng Khi (2 ngy, i v bng xe)

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- Chm Tour du lch khm ph, d ngoi Khm ph Tuy Ha-Ph Yn (4 ngy, v bng xe, tham quan bng xe my)- Cao Lnh Xo Qut (1 ngy, i v bng xe)- Chm Tour du lch hc tp, nghin cu, gio dc Rng quc gia Nam Ct Tinngy, i v bng xe)

- Khm ph ni la Khu du lch Madagui (2 ngy, i v bng xe)...

2.4. Phn tch v la chn snphm kinh doanh chinlc

Mt doanh nghip c th sn xut nhiu sn phm. Trong danh mc rt nhi phm doanh nghip thng chn ra mt hoc mt vi sn phm chin lc cnh tranh trn th trng, mang li doanh s ch yu cho doanh nghip, v sn phdin cho hnh nh, thng hiu ca doanh nghip. C nhiu cch phn tch m phm chin lc ca doanh nghip. y dng phng php SWOT phn tc phm nhm chn ra sn phm kinh doanh chin lc ca doanh nghip.

Theo m hnh SWOT,c 4 yu t cn phn tch l:1. Strengths- im mnh2. Weaknesses- im yu3. Opportunities C hi4. Threats- Nguy c

2.4.1. Strengths- im mnhSn phm c nhng im mnh hay khc bit c ngha m nhng doanh ng

khc khng c. Li th ny c th l cht lng sn phm-dch v,hay dch v kmgi tr thng hiu, knh phn phi, gi chay nhng gi tr khc bit c khchchp nhn v c nh v trong tm tr khch hng m i th cnh tranh khn

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c. y l nhng gi tr m doanh nghip cn phi duy tr v pht huy v n nh hn tn ch,c trng, gi tr v s sng cn ca doanh nghip.

V d: C Basa Vit Nam c im li th l gi r do chi ph u vo Vit Nthp, do cc doanh nghip Vit Nam c th da vo li th ny thc hin lc gi thp xm nhp th trng.

2.4.2. Weaknesses - im yuy l nhng yu t m sn phm cn phi c khc phc trong tng lai

vng v th cnh tranh. Nhng im yu ny c th l im mnh ca sn phtranh vi sn phm ca doanh nghip. Vn ny cn phi c xem xt mt cchquan, t c bn trong ln bn ngoi. C th sn phm c nhng im yu m dnghip cha pht hin ra c m cn phi gim st, o lng trong qu trnh khchs dng sn phm. c bit nhng im yu ny khng ln t nhng gi tr mnghip tht s mang n cho khch hng. Nh vy mi m bo tiu ch l snchin lc m doanh nghip la chn cnh tranh.

V d: Mt im yu ca Tr xanh khng ca Tn Hip Pht l khng c chai dung tch nh nn phi nhng li mt phn th trng cho C2 vi dung tch vthp hn. Tuy nhin vi li th tin phong,cht lng thm ngon, chin lc marv h thng phn phi tt nn Tr xanh khng vn dn u v tc tng trth phn th trng nc gii kht khng c gas ti Vit Nam.

2.4.3. Opportunities - C hiCn xem xt k sn phm cn c c im hay gi tr no c th ci tin, nn

pht huy li th cnh tranh ca sn phm. Xu hng ca sn phm trong tngth no? Nhng c hi v sn phm c th c nh kh nng m rng dng sn phrng thng hiu t sn phm, c kh nng mang li li nhun cao, xm nhp v mth th trng, thm ch h gc i th cnh tranh.hoc nhng c hi gn linhng chin lc v sn phm trong tng chu k ca sn phm m doanh nghinhn bit v nm bt tn dng nhng c hi m sn phm mang li. Ngoi rac hi v sn phm c th c thng qua nhng d on v th trng v sc cu c phm trong tng lai do tc ng ca nhng yu t khc nh : s thay i ca cc nh chnh tr, kinh t, x hi, mi trng, dn s, cng ngh.v.v. mang li.

2.4.4. Threats - Nguy c 16


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y l nhng yu t v sn phm m doanh nghip cn phi nhn bit nhay ra gii php i ph khc phc. Nhng nguy c v sn phm cn phi xnh: nhng tr ngi m chin lc sn phm c th gp phi, s e da t sn phi th cnh tranh, t s thay i ca cc yu t cng ngh, mi trng, php lgim nhu cu sn phm, kh nng ti chnh dnh cho sn phm

T nhng kt qu nhng phn tch trn doanh nghip c th ra quyt nh ra sn phm kinh doanh chin lc, thit lp k hoch bn hng hiu qu i v phm . Tuy nhin, u l sn phm chin lc ca cng ty cn ph thuc vo tnim, th trng, mc tiu m doanh nghip nhm ti.

3. Thit lp ma trn dan h mc kinh doanh ( Ma trn BCG)

3.1 . Lc s hnh thnh ca BCG

BCG (Boston Consulting Group) l tn ca mt cng ty t vn chin lc hng

ca M do Bruce D.Henderson sng lp vo nm 1963 doanh s nm 2009 l 2.7USD - c vn phng ti 40 quc gia trn Th gii. L mt trong ba cng ty xut trong top 15 ca Fortune Magazines Best Companies to Work For 5 nm lin. Bcn l cng ty duy nht c xng danh trong Consulting Magazines Best FirmWork For t nm 2001 n nay. Lnh vc hot ng ch yu ca BCG l: lp chiv k hoch kinh doanh, hoch nh chin lc ca cng ty, hoch nh chinmarketing, ch yu tp trung tm CEO cp qun l cao nht.

3.2 . Ma trn danh mc kinh doanh - "Growth-share matrix" - BCGmatrix

3.2.1 Khi nim

Ma trn danh mc kinh doanh ( BCG matrix) l mt biu c cng b bi BConsulting Group vo nm 1968 gip doanh nghip phn tch cc n v k

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doanh, cc dng sn phm ca mnh t ra chin lc phn b ngun lcthi BCG matrix cn c s dng nh mt cng c phn tch trong tip th thhiu, qun l sn phm, qun l chin lc, v phn tch danh mc u t.

3.2.2 Biu

BCG matrix l mt biu phxp hng cc SBU

(Strategic Business Units) v t chng ln ma trn da trn th phn tng i vtng trng. Ma trn gm 4 phn:

B SA(Cash Cows): l SBU c th phn cao trong mt ngnh cngnghip chm pht trin hay bo ha. Cc n v ny thng to ra li nhcao hn rt nhiu so vi chi ph cn thit duy tr hot ng kinh doanh.ch ca nhng n v ny l s hu th phn cng nhiu cng tt . Nhng v tr B Sa s c "vt sa" lin tc vi vn u t t nht c th

u t nhiu lnh vc khc v s l lng ph khi u t vn ln trong mt ncng nghip vi tc tng trng thp.

CH (Dogs): l SBU c th phn thp trong mt ngnh cng nghip trthnh, chm pht trin hay bo ha. Cc n v ny thng l "ha vn",ra li nhun va duy tr hot ng kinh doanh. Mc d cc n v n

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th cung cp li ch cho x hi v h tr cc n v kinh doanh khc nhng quan im k ton cc SBU ny l v gi tr hay ni cch khc l cn phi bn ra.

DU HI(Question marks): l SBU c tim nng pht trin nhanchng, do h tiu th mt lng ln vn u t nhng v th phn thpkhng to ra nhiu li nhun. Du hi c tim nng t c th phn thnh mt ngi sao v cui cng B Sa khi th trng tng trng chmhay bo ha. Nu du hi khng thnh cng trong vic m rng th trnn s b tin ha li thnh Ch khi th trng suy gim tng trng. icc SBU du hi cn phi c phn tch cn thn xc nh xem c gi so vi gi tr khon u t b ra pht trin th phn.

SAO (Stars): l SBU c th phn ln trong mt ngnh cng nghip an pht trin nhanh vi tng lai s tr thnh B Sa. duy tr v tr dn trong th trng, sao c th yu cu thm vn u t nhng iu ny l gi nu sao vn gi vng phong . Khi th trng tng trng chli, sao c th tr thnh B Sa nu h vn duy tr c v tr dn oCh khi nh mt phn ln th phn.

Khi th trng trng thnh, pht trin chm hay bo ha th mi doanh nghip sthnh hoc mt con B Sa hoc mt con Ch. Chu k ca phn ln doanh nghh s bt u t Du hi ri chuyn sang Sao, B Sa v cui cng l Ch. Mca s xp hng ny l gip cc CEO quyt nh s u t vo SBU no v bao nhil s bn n. ng thi gip h lp k hoch s dng vn t li nhun ca B Su t cho Sao hay c th l Du hi. Theo BCG cng b nm 1970:

Ch c nhng cng ty vi mt danh mc u t cn bng mi c th s dng sc

ca n u t vo tn dng nhng c hi pht trin mnh m. Danh mc u bng phi c:

Sao vi th phn ln, tc tng trng cao bo m cho tng lai;

B Sa cung cp vn cho s pht trin trong tng lai ;

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Du hi c th vt v mn thnh sao vi nhng khon u tsung.

3.2.3 Cc bc xy dng BCG matrix

+Bc 1: Xc nh 2 thng s quan trng l:

T l tng trng ngnh Th phn tng i ca doanh nghip = Th phn tuyt i doanh nghip / Th phn tuyt i ca i th cnh tranh ln nht

+ Bc 2: Xc nh cc SBU ca doanh nghip

Mi SBU l mt vng trn c ln t l thun vi mc ng gp ca SBU ton b doanh thu ca doanh nghip.

+ Bc 3: Biu din cc SBU trn ma trn BCG

Xc nh v tr ca cc SBU thong qua 2 thng s c tnh trn l T l ttrng ngnh v Th phn tng i ca doanh nghip.

3.2.4 Cc chin lc rt ra t BCG matrix

Xy dng (Build):l chin lc tng u t vo cc SBU tip tc tntrng th phn. Trong chin lc ny, i khi phi hy sinh li nhun trc

nhm n mc tiu di hn. Chin lc ny c p dng cho sn phtrong Du hi (Question Mark). Hay cc SBU nm trong Ngi sao gi vv th dn o trong th trng v trong tng lai c th tr thnh B Savt bng cch tip tc u t ci tin sn phm nhm duy tr tnh u vithi tranh th li th v quy m sn xut ln h gi thnh sn xut cng duy tr li th v mt gi thnh.

Gi (Hold):l chin lc p dng cho cc SBU nm trong phn B S(Cash Cow) nhm ti a ho kh nng sinh li v sn sinh.

Thu hoch (Harvest):l chin lc tp trung vo mc tiu t c lnhun ngay trong ngn hn thng qua ct gim chi ph v tng gi, cho d nnh hng ti mc tiu lu di ca SBU hay doanh nghip. Chin lc ny

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hp vi SBU trong B Sa nhng th phn hoc tng trng thp hn thng hoc tng lai khng chc chn. Ngoi ra, c th s dng cho cc trong Du hi nhng khng th chuyn sang Ngi sao hay Ch

T b (Divest):l chin lc t b cc SBU khng c kh nng sinh li tp trung ngun lc vo nhng sn phm hay b phn c kh nng sinh lhn. Chin lc ny p dng cho SBU nm trong Du hi m chc chn kth tr thnh Ngi sao v SBU nm trong Ch.

3.3 . u, nhc im ca BCG matrix

3.3.1. u im

Tp trung phn tch nhu cu v vn u t cc SBU khc nhau, chcch thc s dng mt cch tt nht ngun lc ti chnh (vn u t), nha ho cu trc kinh doanh ca cng ty.

Ch ra s cn thit phi tip nhn thm hoc t b mt SBU no , hn xy dng mt cu trc kinh doanh cn bng v ti u.

3.3.2. Nhc im

Qu n gin. nh gi v tim nng v trin vng ch da trn th phs tng trng ngnh l cha y , trong mt s trng hp cn dn lm.

nh gi cha y v mi quan h gia th phn v chi ph - khng th phn ln bao gi cng to u th v chi ph.

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Kh khn trong xc nh th trng, tc tng trng th trng v phn.

SBU th phn thp hay SBU th trng ngch cng c th to ra li nhcao.

Khng phn nh tc tng trng ca ton th trng v m. B qua tc ng t sc mnh tng hp ca cc SBU.

Tc tng trng ngnh (market growth) khng phi l ch s duy nth hin s hp dn.

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PHN TCH SN PHM TI VIT NAM CADOANH NGHIP TRONG V NGOI NCT nm 1986 t nc chng ta t c rt nhiu bc nhy ngon mc

chuyn mnh t mt nn kinh t bao cp lc hu sang mt nn kinh t th trng hng x hi ch ngha, ni m hng ha trn ngp trn tt c cc knh phn phi. V ngun hng v sn xut sn phm khng cn l mi lo ca cc doanh nghip chin u trn th trng. i vi h u ra cho sn phm dch v mi thc s l qtrng. Nhng nu mt doanh nghip cha chn c cho mnh mt sn phm hay dvi chc nng nh u tu ko c khoang tu doanh nghip i ln th vic pht tri bn vng tht s l mt th thch. Nn kinh t cng pht trin, cc doanh nghip ltp trung vo khu chn la nhng sn phm chin lc tp trung ngun lc khli nhun mang li ch khng cn u t gin tri nhng hiu qu mang li th khc bao nhiu. Sau y l mt s phn tch v nhn nh ca nhm chng ti v vPhn tch sn phm ca cc doanh nghip trong v ngoi nc Vit Nam.

DOANH NGHIP TRONG NC

Chc hn chng ta qu quen thuc vi nhng ci tn nh ng Tm - LongHonh Anh - Gia Lai, Hong Long, Si gn thng tn, Kinh v cn rt nhiu nhtp on kinh t, nhng cng ty ln ca Vit Nam ang tung hong trn th trng. Vhn th na, tt c cc tn tui li trong chng ta mt n tng nht nh phm kinh doanh chin lc ca h nh gch men ca ng Tm Long An, cc s phm t g v bt ng sn ca Hong Anh Gia Lai, dch v vn chuyn hng khca Hong Long, bt ng sn v ngn hng ca Si gn thng tn, bnh ko ca K

. Tt c h chn cho mnh mt hnh nh ring m khi mi ngi nhc n hnhc n nhng sn phm chin lc lm nn thng hiu ly lng nh hm na, chng ta c th nhn bit c cc doanh nghip Vit Nam dn thot ra khi t duy u t gin tri vo tt c cc ngnh ngh c th mang li li nhun trc mThay vo , h thc hin qu trnh phn tch sn phm kinh doanh v chn ra s

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DOANH NGHIP NC NGOI Nhm chng ti vi v th l mt sinh vin nm 3 c gii thiu v t ngh

cu mt s nhng doanh nghip nc ngoi. kin ch quan ca nhm l cc doannghip nc ngoi thc hin rt tt vic phn tch sn phm. H lun tm ra cho m

mt u tu mnh m v bm ht nhin liu vo pht huy ht cng sut. H xdng thng hiu trn nn tng nhng gi tr ct li v sn phm kinh doanh chinkhng ch trong phm v Vit Nam m cn trn ton Th Gii. Nhng nu so snh nhtp on nhng cng ty ln nc ngoi vi nhng doanh nghip Vit Nam hin nayhon ton rt khp khing. Sau lng nhng thng hiu lng ly nh Unilever, P&Honda, Toyota, Samsung, Nokia, Sony l mt b dy lch s hnh thnh v pht triVi tui i trung bnh hn 60 nm, h tin hnh phn tch sn phm qua nhng k thng trm cui cng nh hnh c cho mnh mt sn phm hay lnh vc kindoanh chin lc. Bn cnh , c ch cng nh kinh nghim qun l ca h l rtdo v thm su. Hn th na, iu quan trng nht l nhng doanh nghip nc ng vng vy th trng ni a t xc nh c sn phm kinh doanh chin lca mnh mt cch r rang sau h ch cn xy dng vic kinh doanh Vit Nam nhng nn tng c sn. iu chc chn to nn mt li th nht nh.

Nh li kt thc, nhm chng ti nhn thy d l doanh nghip trong hay ngonc th vic phn tch sn phm l cc k quan trng vi s pht trin bn vng. Dnghip Vit Nam hin nay cn rt non tr nhn chng ti lun c nim tin vo s khkhao vn ln t trong tim thc ca mi con ngi Vit Nam. ch s c h bi s ham hc hi, sng to v k tha ngi i trc xy dng nn mt s rintrong khu hoch nh, qun l v iu hnh doanh nghip. Trong tng li khng x

Vit Nam chng ta chc chn s c nhng con tu vt i dng n mi chn trqung b v nhng hnh nh cng nh gi tr kinh doanh chin lc n bn b trkhp Th Gii.

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VAI TR CA THNG HIU I VI SN PHM1. nh ngha

Thng hiu l tn, cm t, k hiu, biu tng hay tp hp tt c cc yu nhm mc ch nhn din, phn bit sn phm dch v ca doanh nghip so vi

th cnh tranh.1

Thng hiu l li ha ca ngi bn cam kt mang li cho ngi mua cc tnng, li ch v dch v chuyn bit no .2

Thng hiu mang n cho ngi tiu dng nhng cp ngha sau:2. Cc thuc tnh: l ci trc tin mang n trong tm tr khch hng. V d: sn

phm c thit k hon ho, bn, sang trng, danh ting3. Cc li ch l ci khch hng mua ch khng phi c im sn phm. V d

phm bn mang n cho ngi mua cm gic an ton, tit kim4. Gi tr biu tng: l gi tr cm nhn ca ngi mua c c khi s dng s

phm. V d xe Mercedes l biu tng ca ngi doanh nhn thnh t, CocCola l cch sng ca ngi M

5. Tnh cch: nhn t gc con ngi thng hiu l mt con ngi phn nh tcch ngi s dng. V d nc hoa Revlon l s thnh t v quyn r ca pp3

2. Vai tr ca thng hiu i vi sn phm2.1 S trung thanh cua khach hang oi vi thng

hieu (brand loyalty)La mc o gan bo, ket dnh gia khach hang va

thng hieu. Long trung thanh cua khach hang la ieu cotloi quyet nh nhat cua tai san thng hieu va la muc

tieu cuoi cung cua xay dng thng hieu.Doanh nghiep se khong ton nhieu chi ph cho quang cao,

khuyen mai.

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Doanh nghiep cung co c the mac ca manh vi trunggian phan phoi; co li the thu hut khach hang mi va dem rong thng hieu.

e khach hang trung thanh nhieu va manh th khong cophng cach nao hieu qua hn la em lai cho ho gia tr

cam nhan va s thoa man vt troi hn so vi oi thuva nghiem tuc thc hien cac cam ket vi khach hang vthng hieu chnh la li ha va la uy tn cua doanh nghiep.

2.1.. S nhan biet thng hieu (brand awarness):La kha nang khach hang nhan biet va phan biet

thng hieu vi mot tap thng hieu hien dien tren thngtrng.

ch li cua s nhan biet:S nhan biet la tien e cua s quen thuoc, s yeu thch

va cua can nhac mua sam.Cach thc tao ra s nhan biet:e co c s nhan biet th doanh nghiep phai sang tao

ra cac cong cu nhan dang hay con goi la nhan dien thng

hieu va thc hien quang ba chung en khach hang muctieu.e co the quang ba thng hieu trc het doanh

nghiep can thiet phai t lam hoac thue cac cong ty tvan sang tao ra cac cong cu nhan dang nh tn ca thnghiu, logo, biu tng..

2.3. Chat lng cam nhan oi vi thng hieu

Chat lng nhan thc hay chat lng cam nhan lanhan thc tong the cua khach hang ve chat lng vagia tr cua thng hieu. Thc khach cam nhan chat lngcua mot nha hang phai can c tren tong the: mon an,thai o phuc vu, ve sinh, canh quan, s an toan...

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Chat lng nhan thc la can c cua gia cao, cua viecm rong thng hieu va cua quyet nh mua hang.

Lu y rang : ch co chat lng nhan thc mi tao nentai san thng hieu ch khong phai chat lng tieu chuan.Bi le, th nhat, chat lng tieu chuan do c quan chc

nang cong nhan con chat lng nhan thc la do khachhang tha nhan; Th hai, nhan thc ve chat lng la cs cua hanh ong mua hang. Do o, cac chuyen giathng hieu cho rang: chat lng tieu chuan do cac c quanchc nang cong nhan mi ch la ieu kien can conchat lng nhan thc mi la ieu kien u trong canh tranh .

2.4 . S lien tng t thng hieuKhai niem : s lien tng t thng hieu la bat ky th g

ket noi vao tr nh khach hang khi nhac en hoac tiep canvi thng hieu.

V du: Mc Donald co mai vom mau vang; Mercedes congoi sao ba canh; Mai Linh co mau xanh la cay.

Hnh anh ve thng hieu la tong hp cua cac lien tng

(associations) t thng hieu.Vai tro cua cac lien tng: Giup khach hang truy xuat thong tin ve thng hieude dang va nhanh chong. La can c cua khac biet hoa va nh v. La ly do thuc ay khach hang mua. Tao ra thai o va tnh cam tch cc oi vi thnghieu. La c s e m rong thng hieu.

3. Cc chin lc thng hiu i vi sn phmA. Chien lc ni rong nhan hieu:

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Cong ty tung ra th trng mot loai san pham nhng thayoi bao b, hnh dang, kch c, mui v, chat lieu, mau sacnhng s dung cung ten thng hieu. V du: P/S bao gom: P/Stra xanh; P/S muoi; P/S dau..P /S bac ha..

Ly do cua ni rong nhan hieu: em lai s a dang phong phu hn cho khach hang Tan dung nang lc san xuat d tha. Tiep sinh lc them cho thng hieu Bao vay co lap oi thu: Chiem them cho tren quay ke cua nha ban le Dung nap c cong nghe mi thch ng vi canh tranh

M rong them c s khach hangB. Chien lc m rong nhan hieu: (brand extension)

Khai niem: M rong thng hieu la s dung nhanhieu a thanh danh trong mot chung loai san pham naycho mot chung loai san pham mi khac.. V du: Dove : xaphong; kem dng da; sa tam; sa ra mat; Xa phongIvory at ten cho sa tam, sa ra mat, nc ra chen;MCDonald co ca tram ten bat au t Mc: Big Mag; ChickenMc Nuggetss, Chicken Mc Swiss, EggMc Muffin; Mc Donuts; Mc fotuneCookie; Mc Rib; Mc Favorite; Mc Greatest; Mc Cleanest; Hp : coDeskjet; Paintjet; Thinkjet; Laserjet

Viec m rong tac dung tang cng them hnh anh cuanhan hieu tang cung s biet en ten nhan hieu,nangmc o nhan biet cua khach hang oi vi thng hieu

Ten nhan hieu lam li cho san pham m rong; giupkhach hang lien tng tot nhat la lien tng chat lngcho san pham c m rong: V co nhng loai san phamkho co the tao lien tng khac biet ve thuoc tnh hay

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khac biet ve thuoc tnh t co y ngha va de b lac hau thcai ten em lai lien tng tch cc cho san pham m rong.C. Chien lc a nhan hieu:)

Khai niem: a thng hieu la them vao chung loaihien tai cac thng hieu mi

Mot chung loai san pham la mot nhom san pham co thethay the hoac bo sung cho nhau. a nhan hieu la cach thc thiet lap cac ac iemkhac nhau cho san pham va hap dan cac ong c muahang khac nhau. Cho phep cong ty lap ay khong gian quay ke cuanha ban le. Bao ve nhng nhan hieu chu yeu cua cong ty khoib tan cong vao ben man sn bang cac nhan hieu chesn (flanker brands). V du ong ho gia cao Seiko Lasalle vanhan hieu Pulsar cho khuc th trng gia thap e bao vecho Seiko; Sony dung nhan hieu AIWA. Do ke tha ten thng hieu a noi tieng ma cong ty

a mua lai cua oi thu (v du P/S cua Unilever hien nay) vthng hieu ay a tao c so khach hang trung thanh ratln.D.Chien lc nhan hieu mi

Khi bc sang mot lnh vc chung loai san pham hoantoan mi ma nhan hieu hien tai khong phu hp th congty phai at ten nhan hieu mi v du: Roll-Royce nhay sang

lnh vc banh bao; Dove sang thuoc kh mui nha ve sinh,thuoc xt con trung Mot nhan hieu mi la can thiet cothe do sat nhap hay mua lai cua oi thu. Harley-Davidsiona tng a ra th trng san pham nc hoa cung nhanhieu cho khach hang cua mnh va a chuoc lay tham hoa.

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CHIN LC SN PHM QUA VNG I

1.1. Khai niemChu ky song hay vong i cua san pham la ng,hng phat trien cua doanh so, li nhuan cua san phamqua toan bo cuoc i cua no.Co the xem xet vong i san pham 3 mc o:- Mc o loai san pham: xe chay bang than, xe chay banghi nc va xe chay bang xang va cuoi cung la xe chay

bang nang lng mat tri, hoac tivi transitor va tivi vi mach;tivi trang en va tivi mau; man hnh thng va man hnhLCD hay plasma.

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- Mc o hnh thc san pham: v du cac kieu xe TOYOTAluon luon thay oi kieu dang. mc o hnh thc sanpham th vong i san pham ngan hn.- Mc o tng nhan hieu: mc o nay th vong icua san pham ngan nhat.

1.2. Cac giai oan cua chu k song san pham:1.2.1. Giai oan phat trien cua san pham:

Bat au t khi doanh nghiep tm kiem va phat trien mot ytng san pham mi.Trong giai oan nay, san pham mic hnh thanh, va dan hoan thien tren ban thao, cong tycha co doanh thu va ton mot khoan au t kha ln.

1.2.2 Giai oan gii thieu:1.2.2.1. ac iem:

- ay la giai oan mi tung san pham ra th trng. Vcha biet nhieu ve san pham, hn na khong delam thay oi thoai quen tieu dung cua khach hangoi vi cac san pham ma ho a trung thanh. Dovay, khoi lng ban t, doanh so thap, th phan nho.

- Chi ph marketing rat cao.- Li nhuan khong co hoac khong ang ke.- oi thu trong giai oan nay t.

1.2.2.2. Muc tieu marketing: Tao ra s nhan biet va dung th cua khach hang ivi san pham.

1.2.2.3. Cac chien lc marketing cho san pham mi

khi tung ra th trng:a/ Chien lc ht vang nhanh: nh gia ban cao, chiph cho chieu th nhieu; ac biet la cho hoat ongkhuyen mai e thuyet phuc khach hang ve li ch cuasan pham cho du gia co cao.

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b/ Chien lc ht vang cham: nh gia cao, chi ph chochieu th thap; chien lc nay ch thch hp khi thtrng co quy mo hu han, phan ln th trng abiet en san pham va khach hang san sang tra giacao, khong co dau hieu xay ra canh tranh tien an.

c/ Chien lc xam nhap nhanh : nh gia thap nhngchi nhieu cho chieu th nham xam nhap nhanh, th phan,doanh so ln trong thi gian ngan. Tuy nhien, chi ph sanxuat mot n v san pham phai giam dan theo quy mova kinh nghiem san xuat tang.d/ Chien lc xam nhap cham : nh gia thap, chi chochieu th thap. Do th trng ln, khach hang nhieu,luon nhay cam vi gia nhng t nhay cam vi khuyenmai.

1.2.3 Giai oan tang trng:1.2.3.1. ac iem:Khoi lng tieu thu va doanh so tang nhanh, th phan m

rong do cac khach hang a chap nhan san pham; chi ph marketing van con cao nhng t le a giam nh khoilng tieu thu a tang; li nhuan tang nhanh va at toia; oi thu canh tranh ong len.1.2.3.2. Muc tieu marketing: Toi a hoa th phan va keo dai mc tang trng cuath trng cang lau cang tot, tao dau an thng hieu

trong khach hang 1.2.3.3. Cac chien lc marketing chu yeu:

Cai tien chat lng va them cac ac iem va kieudang mi

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a dang hoa: a ra th trng nhng kieu, c, loai khacnhau nham che sn.

Tham nhap vao nhng khuc th trng mi. Tang mc o bao phu cua cac kenh phan phoi vatham nhap vao cac kenh phan phoi mi.

Chuyen muc tieu quang cao t tao s nhan biet sangtao ra s yeu thch.Giam gia oi chut e thu hut lp khach hang nhaycam vi gia.

1.2.4. Giai oan chn mui1.2.4.1. ac iem:- Doanh thu at cc ai.- Chi ph tren khach hang thap.- Li nhuan cao.- oi thu canh tranh on nh va bat au giam.1.2.4.2. Muc tieu:- Tang toi a li nhuan va bao ve th phan.- Tao s khac biet hoa trong san pham; Trong sut giai on

ny, ngi bn cung cp nhng phin bn khc nhau ca sn phm, mi phinu c chim gi mt phn khc th trng c nhm n.1.2.4.3. Cac chien lc marketng chu yeu:Chien lc 1 : Cai thien th trng: Bang 2 phng an:

Phng an 1: tang so ngi s dungPhng an 2: tang khoi lng ban

Chien lc 2 : cai tien san pham.

Cai tien ve chat lng: la nang cao cac tnh nang nh oben, on tin cay, mui v..Cai tien cac tnh chat hay ac iem: nh cai tien kch c,trong lng, vat lieu,phu tung kem theo nham tang themcong dung, mc o an toan hay s thuan tien

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Cai tien kieu dang: nham tang tnh hap dan ve thammy cua san pham.

Chien lc 3 : cai bien marketing MIX:Giam giaM rong kenh phan phoi

Tang giam quang cao da tren tnh hnh1.2.5. Giai oan suy thoai

San pham lao hoa la do: cac phat minh sang che cng dung vao san xuat ngay cang tang; cac san phammi co chc nang, ac iem mi ngay cang nhieu; do ocac san pham hien co b hao mon vo hnh; th hieu khachhang thay oi nhng nha san xuat cha thch nghi kp nen bsan pham khac thay the.Nhng dau hieu cho thay san pham bc vao giai oan laohoa: khi lng tieu thu, doanh so, th phan giam; li nhuangiam xuong tng oi, s than phien cua khach hang ngaycang nhieu va co nhieu san pham ong kenh phanphoi.

Giai phap cho san pham giai oan nay la: Tung ra th trng san pham mi e thay the. Thu hoach thanh qua: van duy tr san pham hien hunhng giam chi ph cac loai nh lm vic thm gi gim chi ph snxut. Thnh cng trong vic gim chi ph sn xut s duy tr c t l li nhudoanh thu kh tt.Tng gi trn mt s t n v sn phm cn li trong kho hng tn. iu ny c

ging nh mt cch xua ui khch hng, nhng c th cn mt s t khch hngvn trng cy vo nhng sn phm . iu ny c bit ng i vi cc phthay th. y, ngi bn hy vng rng gi cao hn s b p cho lng mua ht hn. Khi ht hng tn, dng sn phm chm dt.

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KT LUNSn phm chnh l iu kin tin quyt cho doanh nghip quyt nh xem h

th ng vng trn th trng hay khng v phn tch sn phm chnh l tin c

vng chc . Nhn vo thc t chng ta thy c khng t sn phm va xut hin ttrng bin mt hay nhng sn phm d cha chn mi xut hin nhc cho n mt cch nng nhit. Nu v sn phm thnh cng l qu ngt th phn tch sn phm l khu chn ging m mm. Vi ging tt th qu ngt phi l mt tng lai qu xa vi. Hay ni cch khc hot ng phn tch sn phm p bc bt u v tin quyt i vi bt c doanh nghip no mun bc vo th cnh tranh gay gt nh hin nay.

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Danh mc ti liu tham kho:

M. E. Porter ,Competitive Strategy, 1980 by Free Press.

Carl W. Stern and Michael S. Deimler , The Boston Consulting Group on

Strategy2006. A collection of articles on strategy and management. "100 Best Companies To Work For, Fortune Magazine, 2010.

Best Firms to Work For, Consulting Magazine, 2010.

"CEO of the Year 2005, Chief Executive Magazine, 2005.

www.bcg.com

Wikipiatingvit :vi.wikipedia.org/wiki/Sn_phm. Philip Kotler,Qun tr Marketing , NXB Thng K 2001. Danhmcsnphmcatpon UniliverVit Nam trang Uniliver.com.vn. Ng Bnh-Nguyn Khnh Trung, Marketing ng i, NXB HQG

TP.HCM,2009. B mn Marketing-Khoa Qun tr kinh doanh- H Kinh t -Lut- HQG HCM

Nguyn L Marketing, 2010. 8 gd phat trien sp moi: http://www.saga.vn -giai doan thoai trao: vuc day thuong hieu:(Ngun marketingprofs c su tm

v lc dch bi Lanta Brand http://www.vietnambranding.com 1.4 mo rong CIMdata ( C quan t vn hng u trong lnh vc PLM ti M,

www.cimdata.com ) Nguyn Khnh Trung (2011),Qun tr bn hng , Trng H Kinh T - Lut

HQG TPHCM.
http://www.bcg.com/http://www.saga.vn/http://www.saga.vn/http://www.bcg.com/http://www.saga.vn/

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