I. GII THIU NHN HNG THI TRANG Thi trang l mt phn quan trng gip t mu cuc sng, lun bin i v c ci tin khng ngng ngh, v nhu cu lm p l bt tn, nht l i vi ch em ph n. Khng ch thi trang o qun, thi trang nn m, thi trang giy dp c quan tm, thi trang lt cng l mt mng c ch trng ti. Ni y l mn khng th thiu vng trong cuc sng hng ngy ca phi p. Chnh v th, nhiu hng thi trang lt ra i, trong , pht trin mnh m trn phm vi rng ln, phi nhc ti TRIUMPH INTERNATIONAL, c bit n mt cch ngn gn l TRIUMPH. II. LCH S PHT TRIN THNG HIU II.1. S hnh thnh 1886 Nh sn xut ni y ph n Johann Gottfried Spiesshofer v thng gia Michael Braun lp nn xng sn xut ni y Spiesshofer & Braun. Vi 6 my may v 6 nhn vin, h bt u sn xut ni y trong mt nh kho. a im l Heubach thuc Wurttemberg, c. Cng ty nhanh chng m rng trong thi k hong kim ca ngnh cng nghip ni y ca c: vo nm 1890, s nhn vin ln n 150 ngi. Nm 1894, hp ng cung cp xut khu u tin c k kt v cng ty bt u xut khu sang Anh quc. Phong cch belle espoque trng nh n hong ren cao qu: Spiesshofer v Braun chy theo xu hng thi trang mi ca Php l Sansventre, c ngha l bt k mt im no thuc nhng ng cong gi cm u c nh ren lng ly. Theo tro lu ny, mu thit k ni y khng ch lm ni bt bu ngc v ng cong ca mng m cn phi b st vng eo v hng hnh tng p tiu biu ca c Quc X. 1902 Spiesshofer v Braun nhn thy cn phi c mt thng hiu khng th qun c v phi c hiu ng ngha trn ton th gii. tng ny ra trong u Johann Gottfried Spiesshofer khi ng trng thy dng ch Arc de Triomphe Paris v th l Triumph (= thnh cng ln, thng li ln) tr thnh thng hiu. Cng ty pht trin nhng th trng xut khu mi v nhanh chng chim c v th dn u trong vic sn xut ni y Chu u.

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Phong cch Nhng nm 20 vng son sang trng v tinh t: Trong b su tp Golden twenties, nhng kiu qun o rm r trong thi k ch b t sang mt bn. S thay i hon ton trong xu hng thi trang to nn s khng hong ln trong ngnh cng nghip ni y v cng to ra nhiu c hi hp dn. ni y gn nh tr nn hp thi v cu chuyn v s thnh cng ca o ngc bt u. Triumph pht trin nhng mu o ngc thanh nh vi s lng nhng vt khu ni trong sn phm cng gim i ng k. iu ny khin cho thi trang tr nn t t v li t nhin hn. 1933 Bc u cho s nghip m rng ton cu, nh my m mt chi nhnh u tin nc ngoi ti Bad Zurzach, Thy s. Bn mi bn nm sau, mng li ton cu ca Triumph International pht trin t y. Vo nhng nm 30, Triumph pht trin mnh v tr thnh nh sn xut ni y ln nht Chu u v vo nm 1936, nm th vn hi Olympics Berlin, cng ty t ho t chc sinh nht ln th 50 ca mnh. Phong cch thanh lch tr li vi hnh thc truyn thng: Tm bit nhng kiu dng tr trung v tinh nghch: sau cuc khng hong kinh t ton cu nm 1929, ngi ta li hng sang xu th n nh v theo trt t. Xu hng ca thi cng thay i v tp trung vo nhng ng nt mnh mai. Phong cch thanh lch thay th cho s sang trng v cu k. Vo cui nhng nm 30, Triumph ln u tin cho ra mt loi ni y khng dy. Mt s i mi khc na l s ra mt ca nhng chic o ngc vi nhng chic cp o st nhau v hai dy c th iu chnh c. II.2. Bnh trng v nh v 1948 S khi u mi m sau vic ci cch tin t, khuyn khch sn xut. Cng ty m rng v pht trin cc mnh v t nm 1953 tr v sau, cng ty thc hin cc giao dch di thng hiu l Triumph International. T 1954 n 1959, cng ty m rng khp Chu u: cc chi nhnh ln lt c m ti B, Anh, Thy in, , Phn Lan, Na Uy, an Mch, o v H Lan. Nhng nm thng cc thnh ca nn kinh t - t chc phn thnh mi: Th Chin th II v s mt mt ca nhng nm sau chin tranh qua i, mt ln na, ngi ta li ch trng n dng v bn ngoi. Mt nh thit k tr ngi Php pht trin mu New Look, phc ha phong cch thi vi nhng ng cong y n tnh rt hp dn. Nhng minh tinh ca nhng nm 50 rt ng h kiu o m st vng eo v c bit l lm ni bt bu ngc. V ngnh cng nghip ni y mt ln na li ni ln; Triumph i trc v tr thnh ngi dn u th trng. Diana l

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kiu o ngc u tin vi gi bn c khuyn dng nhiu nht n bo m c cht lng nh nhau cho d bn mua n bt k ch no. Cng ty am hiu c nhng du hiu ca thi cuc v hng mnh khng ch sang xu hng quc t ha m cn theo xu hng lun i mi. Triumph a ra kiu dy o ngc c lm bi nhng si vi c th ko gin vo u nm 1954: n s h tr bn lu hn m khng b co, b qu st hoc s ko cng khin bn au. Nm 1956 chng khin s kin hp tc lu di vi nh sn xut y phc thi trang n ni ting ca c Heinz Oestergaard. theo kp vi gu ca ng ta: Thi trang bt u t nhng si dt, s thanh lch bt u t nhng mnh vi bnh d, nh thit k ngi c ny yu cu cho ra i nhng sn phm vi ni y mi thun ty dnh cho phi p. Triumph gii thiu mt chng trnh biu din thi trang ni y rt phong cch ln u tin trong lch s cc ngi mu khng mt o ngc bn trong m ch bc i trn sn khu vi vi ni y vt qua da trn ca mnh. Thi trang lt l thng ip ca nm 1957 ti bui biu din ca Triumph Cung in hong gia Anh. Bui biu din tip theo sau din ra ti Hi ch vi quc t Cairo vo nm 1958, v trong nm 1959, khch sn Berlin Hilton t chc chng trnh biu din thi trang ni y ln nht tng c t chc thi by gi vi s hin din ca 200 nh bo t 16 quc gia khc nhau. 1960 Triumph International m rng sang th trng Chu v m mt chi nhnh Hng Kng vo nm 1960. Trong hn mt thp k tip theo ln lt m nhng chi nhnh Malaysia, Singapore, i Loan, Thi Lan, Philippines, Indonesia, Trung Quc, Sri Lanka, Vit Nam v n . Cng ty pht trin v tr thnh mt trong ba nh sn xut ln nht ti Nht Bn vo gia nhng nm 60. Cc chi nhnh mi cng tip tc c m Chu u nh Ty Ban Nha, Hy lp, Php v B o Nha. Vo nm 1965, Triumph International a sn phm ca mnh n 92 quc gia. Nhng nm 60 chao o S pht trin mang tnh lch s. Si n hi ln u tin c tung ra th trng vo nm 1959 di thng hiu Lycra v to nn mt cuc cch mng trong ngnh thi trang lt. Si n hi c th c s dng sn xut nhng vt liu bn hn v nh hn vi nhng c tnh chm sc v may mc tt hn. S a dng ca si n hi c pht trin mnh. Thm ch vo cui nhng nm 60, dn dn ni y Chu u v M u c sn xut bng hn hp si n hi. Nm 1966, Triumph cho ra i mu lt Doreen. c ch to t hn hp polyamit 15% co gin, mu ny ngay lp tc tr nn n khch nht v vn gi c v tr trong nhiu nm sau. Triumph l nh sn xut ni y u tin gii thiu quy trnh c cup o ngc m khng phi dng n nhng ng ni vo nm 1967. Phng php mi ny l ct mc ch ng cho cng vic sn xut ni y trong tng lai: n cho php to ra nhng mu o ngc thoi mi hn v nh hn m khng c bt k

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ng ni no. Triumph cng bt u hng sang xu th qun o phc v vui chi gii tr v bt u sn xut bikini v qun o bi vo nm 1962. Cng tc qung co cng c ch trng nhiu hn: Thng hiu, khu hiu, v biu tng hp dn nhm hng n nhng ngi ph n t tin. Ni bt l chng trnh qung co ca Triumph c cho thy mt ngi ph n nng ng vi khu hiu Xut hin t tin y quyn r. 1977 Cng ty t ti Bad Zurzach - Thy S tr thnh cng ty u tin v duy nht nm trong tp on Triumph International Spiesshofer & Braun KG. Cng cuc quc t ha ca cng ty lin tc pht trin: nh my sn xut Wiener Neustadt (Vienna, o) v nhng trang thit b Heubach (c), Hng Kng to nn danh ting ca Triumph vi hnh tng l cng ty thi trang cng ngh cao. Nhng nh my ny tr thnh nhng trung tm thng tin cho nhng k s ngnh dt may v nhng chuyn gia v qun o t khp ni trn th gii. S nh v chin lc ca cng ty cng c tng cng khp cc lc a: nm 1972 Triumph mua th trng ti Brazil, thn tnh House of Jenyns c v tin hnh sn xut theo hnh thc nhng quyn ti Nam Phi. Cc cng ty con c lp ti Chile, Thi Lan, Philippines v bt u tip th ti Indonesia. Nhng nm 70 phng khong mt vt sng mi. Triumph ni ting trong nhng nm 70 vi chng trnh biu din thi trang ln nht tng c t chc thi by gi. N tr thnh chuyn lu din thi trang c bit vi l trnh khong 25.000 km: Chng trnh biu din thi trang ca Triumph nhng nm 70 a nhng ngi mu ca cng ty i khp Chu u v Chu . Thi trang chuyn sang mt xu hng mi vn c d bo trc t nhng nm 60: nhng bin ng ca x hi to ra quyn lc hoa v vy ngn. Khng ch c th hiu v o vi ai lng v o khoc gim, nhng chic o ngc theo chc nng trc y vn ng tr trn th trng gi y cng khng cn c quan tm, a thch nhiu . Ton ngnh cng nghip ni y buc phi i u vi cnh gim doanh s v doanh thu v vo thi im ny, hn lc no ht, vic u t ca Triumph International vo nhng chic o ngc vi cup c mi bt u cho thy hiu qu ca n. Cng ty l nh sn xut qun o u tin c sn phm c lm t nguyn liu hn hp gia Lycra v nylon, mt loi nguyn liu cc nh v cc bn. Vic may mc c thc hin m khng phi cn ti kim ch bng cch kch hot phn t phc hp nh cng ngh cao v vi thit k hon ton khng c ng may ny, Triumph thnh cng trong vic ch to ra chic o ngc mt c rt kn o nhng vn cho thy c nhng ng nt gi cm v thanh nh, khng cn th nhng vn va kht vi mi ph n. Vic mua hng m khng cn phi th trc mt ci tin c cho n nng nhit thi . Thnh cng ny khng nh v th ca Triumph: chic o ngc c a chung hn nhiu cc nc Chu u cho n nm 1998 v cho n nm 2004 th chic o ngc ny li c sng i li vi cht liu may mc mi. Mt im sng na trong lch s ca Triumph International l s cho ra i nhn hng sloggi vo cui thp k ny. c cho ra i vi slogan Cuc cch mng cotton, vic ci cch cht liu ng ngha vi chic qun chip cc k mm mi, nh nhng v khng h b nhn. c ng gi trong mt chic hp to np, sloggi tr

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thnh sn phm bn chy nht trn ton th gii, vi hn mt t mt hng c bn sch cho n ngy nay. Va kht nh eo gng l cu ni m ngi Anh u i dnh cho sloggi v ngi Php th li ngh n chic qun sloggi vi kh nng gi c kiu dng v lun lun mm mi, cho h cm gic cc k thoi mi cho d c b git vi nc m hoc nc nng th n vn gi c c trng l khng h mt dng. S tr trung v gi cm mt cch thoi mi l ch chnh trong cc chng trnh qung co hng thp k lin. V Triumph, vi t cch l ngi ng u th trng, cho thy s thng nht ca n: v p v s gi cm c khc ha mt cch rt chn thc. V kt qu l mt mu o ngc hon ton trong sut ra i c qung co c vi slogan ng th, c th cng l thi trang. Triumph lun ha hn s mang li nhng tri nghim thch th v s phng khong trong ni y. 1986 Triumph International t chc k nim ln th 100 ca cng ty. Trong sut 100 nm hot ng, tp on Triumph thu tng cng 19.000 nhn cng trn ton th gii v tng doanh thu ln n hn 996 triu franc Thy S. Vic m rng kinh doanh ca Triumph khng ngng pht trin: Triumph International bt u bn hng Cng Ha Dn Ch Nhn Dn Trung Hoa vo nm 1985 v by gi li tin su hn trong vic m rng th trng bng cch tn cng vo trang phc lt ca nam Php vi nhn hng HOM. Vic ny din ra vo 1988 sau khi hp ng bn quyn c k kt vi Uruguay v hp ng sn xut ni y v bi bt u vi GDR c. Vic xy dng 3 cng ty thng mi ti ba th trng quan trng khc l Canada, New Zealand v Nam Triu tin din ra mt nm sau . S tr li ca xu hng tn th c th v ch n vng eo. Vo u nhng nm 70, Triumph l nh sn xut u tin tung ra th trng nhng mt hng dnh cho nhng ngi ph n yu thch th thao. V cng ty thu c li nhun rt cao khi xu hng tp th dc thm m bng n trn ton th gii vo nm 1983. ng nhin nhng ngi ph n hay vn ng th thao s cn nhng chic o ngc c bit v Triumph tung ra nhng thit k ph hp vi s h tr ti a v an ton cho cc hot ng th thao v mang li cm gic thoi mi nht cho ngi s dng. Tuy nhin rt kh nm bt xu hng thi by gi; mi xu hng u c mt xu hng khc tri ngc li vi n. Ting gi ca thi trang khng cn nh hng nhiu lm, nhng ngi ph n hin i biu hin rt nhiu mt khc nhau v bn cht ca h - v iu cng nh hng n vn o qun ca h. Hng ngy h mc nhng b sloggi thoi mi nhng khng km phn gi cm, vo nhng thi khc lng mn h mc nhng b ni y y quyn r v nhng lc chy b th gin th h li chn kiu o ngc th thao. Cc nh thit k thnh lnh chuyn nhng b ni y tr thnh nhng b ngn tay rt thi trang b st vng mt v c th ca ngi ph n. Nhng nm 80 l nhng nm ca ni y; gic m v v p hon ho c tc ng mnh n th gii qung co. Nhu cu tiu dng ca phi p tng ln: o b st, h tr vng 1, o ngc v qun di vi phong cch sang trng mt ln na li tr nn thu ht th trng v Triumph bit phi lm th no bin gic m v c th hon ho ny tr thnh s tht.

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1990 Vi vic mua li nhn hng ni y ng cp ca Php l VALISERE vo nm 1990, Triumph International m rng danh mc ca mnh vi mt b phn sn xut hng sang trng. Nhng nm 90 l nhng nm thng pht trin lin tc v khng ngng m rng khu vc ng u v th trng Chu , nhng thit b sn xut mi c ch to ti Thi Lan, Cng Ha Dn Ch Nhn Dn Trung Hoa v n . Cng ty m mt ca hng Triumph Warsaw vo nm 1999 v s nhn cng lm vic cho cng ty tng t 11.000 ngi t nhng nm 90 ln n tng s l 35.000 nhn cng. Thp k d chu mong ch s t nhin. S n o v x b ca nhng nm 80 bt u lng xung Nhng nm 90 l thi im ca s trm lng. Sau nhng nm thng n o, khch hng gi y li mong mun c c nhng th gn gi vi thin nhin hn, v trong c c ngnh may mc. Triumph cm s dng nhng cht ha hc khng cn thit trong vic sn xut ca mnh vo nhng nm 70. Lc ny, cng vi cht lng cao, vi cotton hu c th n nhng ci mc v nhng mc xch cng khng h s dng cht m niken. Nhng nm 90 cng l nhng nm thng ca s tng phn: trong khi dy eo qua vai ang dn bin mt trong gii nhng ph n trung nin th kiu o ngc h tr nng ti a li bng ln c; hnh tng siu mu Naomi Campbell trn mt bin qung co cao 3 met t trn cao nhn xung mt cch kiu hnh rt gi cm i vi nhng ngi quan st. V thng ip ca bc qung co ny l t c th - n gic quan. V vi iu ny th Triumph tm c xu th ca thi : doanh thu ca kiu o h tr nng ti a tng gp 6 ln c sau chin dch qung co ny. Triumph cng cho thy s ti tnh ca mnh khi cho ra i mu m mi vo nm 1998 vi s ci tin ton cu Mm mi v gin d: l mt kiu o ngc vi cht liu si t iu chnh vi kiu dng v kch thc ca ngi mc khi gp nhit c th. II.3. Cu chuyn thnh cng 2002 Thng hiu Triumph c s dng trong 100 nm qua v Cng ty tip tc con ng tng trng lin tc trong thin nin k mi. Nhng ca hng Triumph c m nhng thnh ph chnh ca Chu u. Tham gia th trng Chu , c bit l n , cng c vi h thng bn hng Mumbai, Chennai, Delhi v Bangalore. Nm 2001, ng u, a state of the art (bn tuyn ngn ngh thut) - n v sn xut sn phm Triumph c m Hungarys Dunaujvaros. c m trn sn khu mn trnh din trn ng ph thi trang lt c t chc vo nm 2001 ti Trung Quc, vi tng s 200 mn trnh din 30 thnh ph! Vi sn phm o ngc Minimizer, Triumph phn hi nhng mong mun ca mt nhm ph n ang pht trin nhanh. Nhng o ngc ny lm gim kch thc bu ngc xung 1 size v c bit thoi mi khi mc. Nm 2001 o Soft Secret mt loi o ngc c c lm t loi si c siu nh v khng th pht hin bn di gng kim loi hon ton trn tru v va kht. Nm

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2003 mu Form & Beauty gii thiu loi o vi gng kim loi giu bn trong cho s thoi mi nht khi di chuyn. III. THNG HIU NGY NAY tn ti v khng ngng pht trin, khng nh thng hiu, Triumph thc hin lin tip cc chin lc y tnh khoa hc nhng cng khng km phn ngh thut. III.1. Chin lc sn phm III.1.1. Chin lc dng sn phm Triumph ngy nay ln lt thit lp v pht trin ba dng sn phm ni ting:

Triumph - c to ra bi tnh yu trong tng chi tit, c a vo bi s knh trng v s hon ho, ph hp vi ph n ngy nay. Gm cc series: Maximizer, Modern Shape v Premium, vi cc loi sn phm a dng: qun lt, o ngc, o bi, bikini. Miss Triumph - Hp tnh thi trang v ph hp cho ph n vi cm xc mnh m cng vi s khu gi. Chuyn v series: Miss Triumph, vi cc loi sn phm: qun lt v o ngc. Ecochic Triumph - Dng sn phm t nhin v sinh thi cam kt tn trng mi trng. Chuyn v series: Modern Shape, vi cc loi sn phm: qun lt v o ngc. Ban u, Triumph International l nhn hng cao cp dnh cho gii thng lu, nhng v sau, cng ty quyt nh dn xung th trng thp hn, bng chng l sn xut cc sn phm mi vi mc gi t hn 80.000 VN n gn 300.000 VN, thay v hn 700.000 VN n khong hng triu VN nh khi mi bt u vo Vit Nam. Hin Triumph lun c gng nghin cu v b sung cc sn phm mi nhm tm kim li nhun nhiu hn, ng ng th hiu, nhu cu thm m ca khch hng, cng nh c gng dn u th trng v lp kn cc l hng ngn nga i th cnh tranh. III.1.2. Chin lc tp hp sn phm Gn y nht, Triumph cho ra i cc series mi, khng cu k, bng by, nhng cng khng km phn quyn r, gi cm v khng h mt i tnh cao cp: Comfort on Demand, Love Cushion v Maxi Cleavage.

III.1.3. Chin lc cho tng sn phm c th Hng lt Triumph International c mt lu v chim c cm tnh ca tt c cc ch em. Khng ch lin tc cung cp nhng mu lt mi vi thit k bt mt, thi trang Triumph cn lun mang n cm gic thoi mi v t tin cho ph n.

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Bn cnh , Triumph khng ngng ti nh v, lm cho c th gii khng th phai nha thng hiu Triumph. V chin lc ny, mnh v gy shock nht khi c thc hin Nht Bn. u tin l cho ra i "My chopsticks bra" (o ngc a ca ti), vi nhng chic a c th c gp li v giu kn bn trong nh mt thng ip xanh vi hi vng gim c loi a dng mt ln ri b rt thng dng ti Nht. Hin mi nm dn Nht vt b khong 25 t i a g loi dng mt ln. Theo Hng Triumph International, nhng chic a rt nh gn ny c thit k nh mt phn ca khung o ngc. Tip n l o lt ti xch trong b su tp Xun H 2007 ti Nht Bn. Ch cn m chic o ngc ny (xem nh di), n s bin thnh mt ci ti xinh xn. Sn phm (khng c bn) ny l mt c gng ku gi s quan tm n vn mi trng, cng nh hng ng vic thc hin Lut ti s dng bao b c sa i c chnh ph Nht Bn thng qua vo 6-2006.

Khng th khng k n chic o ngc tm chng. Chic o ngc khc thng ca Triumph tn gi Konkatsu, c ngha l "o ngc sn lng m ci". N bao gm mt ng h in t, trong cc ph n ang tm kim bn i s ghi vo y ngy thng m h mong mun t chc m ci. Nu ngi mc may mn tm c "Mr Right", ngi mc ch vic cm chic nhn nh hn vo v tr ci nhn gia chic o ngc. Khi , ng h m ngc s dng li v o ngc s chi bn nhc Wedding March (Hnh khc m ci) ca Felix Mendelssohn. m bo rng ngi mc o chun b sn sng, Konkatsu cng "phng sn" mt con du chnh thc k kt cc hp ng hn nhn v mt chic bt k tho thun trc l ci. P ht ngn vin Keiko Masuda ca hng Triumph cho hay, sn phm mi ny, hin cha c bn trn th trng, thch hp vi cc ph n Nht Bn hin i vn khng cn mun ch ngi mt ch v i ngi chng tng lai tm n vi h.Chic o c v tr gi nhn nh hn, ng hin t v dng ch "o ngc sn lng m ci".

"Ph n Nht Bn ngy cng tr nn nng ng hn nam gii, hot ng tch cc hn ch ng trong hn nhn. Trc kia, nam gii mi l ngi ch ng trong hn nhn. Vai tr gia nam v n thay i hon ton".

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T l ngi lp gia nh ti Nht Bn ang gim v tui kt hn trung bnh ca n gii l 28, tng i mun ti mt t nc ni cc ph n c thn tng b ch l chng khi qua tui 25. Theo con s thng k chnh thc ca chnh ph, Nht Bn c gn 57% ph n trong tui di 34 tui cha kt hn mc d Nht c 3.800 cng ty chuyn cung cp cc dch v mai mi. V gn y nht, chnh l s ra i ca o ngc trng la ngy 13/5/2010, nhm nng cao thc ca mi ngi v s t cung t cp thc phm, cho php ngi mc c th trng la bt k lc no v u. Chic o ngc, c lm bng nha ti ch, c ni vi nhau to ra nhng chic bnh trng la. Chic bnh ny sau c y t, ni ngi mc c th gieo ht thc. Bnh c ti nc thng qua mt chic vi eo tht lng ca ngi mc. Nhng lo ngi ngy cng gia tng v an ton lng thc, mi trng v m hnh l tng v phong cch thn d ang khin nhiu ngi thnh ph quan tm ti nng nghip, tng l ngnh tr ct ca nn kinh t Nht Bn. Go cng l ngun thc phm ch yu t nc mt tri mc. Nm ngoi, cc ph n tr ti Nht Bn rt quan tm ti nng nghip. Chng ti mun cc ph n khc cng tri nghim ngh nng, pht ngn vin Yoshiko Masuda ca hng Triumph ni. Cc b c trong nh cho php mi ngi t trng la rt ph bin trn mng. Chng ti ngh s rt th v khi o lt cng c th cho mi ngi tri nghim tng t, c Masuda ni. Chic o cng i km vi i gang tay lm vn. Tuy nhin, cc ph n Nht Bn thch lm vn s khng c c hi mua chic o ngc ny v chng ch l sn phm th nghim ch khng em bn.

III.2. Chin lc nh gi

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Nu mun mua sn phm Triumph thng qua knh Internet, ta t c th bit c r mc gi ca tng sn phm m phi lin h, hoc l c gi c th nhng li thp hn hoc cao hn so vi cc sn phm c by bn ti cc i l, ca hng c quyn. l do cc thnh phn to nn gi tc ng. Sn phm mua bn trc tuyn c th thp hn do khng phi ng thu mn bi, mt bng, nhng cng c th cao hn v chi ph vn chuyn. i vi sn phm c by bn, khung gi ny hon ton c th v a dng, c tnh ton k lng: nh ph: Chi ph sn xut + Bin ph: tin thu mt bng, tin lng nhn vin bn hng, + Tin li. Tuy gi c khng bnh dn, nhng tin no ca ny. va th khch hng mi quyt nh mua, v gi tin cho d th no cng ng vi s hi lng, chnh l gi tr hng ha c biu trng qua gi c Do qua cc i l, ca hng, ta c th thy cc mc gi t 87.000 VN n 1.115.000 VN. Chnh nh khng qu t , Triumph ti th trng Vit Nam c th cnh tranh vi cc i th nh: Sorella, Bon Bon

III.3. Chin lc phn phi Triumph ph dy, ph xa, thit lp cc i l, ca hng c quyn trn khp Vit Nam, ti trung tm ca cc tnh, thnh ph, nhm d gy ch v thun tin cho s i li ca ngi dn. Sau y l cc gian hng ti thnh ph H Ch Minh: DIAMOND 34 L DUN - Q. 1 - TP. HCM THNG X TAX 135 NGUYN HU - Q. 1 - TP. HCM ZEN PLAZA 54-56 NGUYN TRI - Q. 1 - TP. HCM PARKSON L THNH TN 35 BIS-45 L THNH TN - Q. 1 - TP. HCM NOW ZONE 235 NGUYN VN C - Q. 1 - TP. HCM HAI B TRNG 1 212 HAI B TRNG - Q. 1 -TP. HCM HAI B TRNG 2 419A HAI B TRNG - Q. 3 - TP. HCM

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HAI B TRNG 3 184 HAI B TRNG - Q. 1- TP. HCM HAI B TRNG 4 50 HAI B TRNG - Q. 1 - TP. HCM CNG QUNH 2 189/3N1 CNG QUNH - P. NGUYN C TRINH - Q. 1 TP. HCM NGUYN TRI 1 417 NGUYN TRI - P. 7 - Q. 5 - TP. HCM NGUYN TRI 2 B55 NGUYN TRI - P. NGUYN C TRINH - Q. 1 - TP. HCM NGUYN NH CHIU 459C NGUYN NH CHIU - P. 5 - Q. 3 - TP. HCM L VN S 1 245E L VN S - P. 14 - Q. PH NHUN - TP. HCM L VN S 2 296 L VN S - P. 14 - Q. 3 - TP. HCM CCH MNG THNG TM 392 CCH MNG THNG TM - P. 11 - Q. 3 TP. HCM HONG DIU 285 HONG DIU - Q. 4 - TP. HCM PARKSON HNG VNG 2 L THNG KIT - 126 HNG VNG - P. 12 - Q. 5 - TP. HCM AN DNG VNG 59B AN DNG VNG - P. 8 - Q. 5 - TP. HCM HU GIANG 182 HU GIANG - P. 6 - Q. 6 - TP. HCM LOTTE 469 NGUYN HU TH - P. TN HNG - Q. 7 - TP. HCM PARAGON 801 NGUYN VN LINH - Q. 7 - TP. HCM 3 THNG 2 34 BA THNG HAI - Q. 10 - TP. HCM COOPMART L THNG KIT 497 HA HO - P. 7 - Q. 10 - TP. HCM PARKSON FLEMINGTON 182 L I HNH - P. 15 - Q. 11 - TP. HCM U C 99 U C - P. 14 - Q. 11 - TP. HCM PHAN NH PHNG 117 PHAN NH PHNG - P. 7 - Q. PH NHUN - TP. HCM PARKSON CT PLAZA 60 A TRNG SN - Q. TN BNH - TP. HCM SUPER BOWL A 43 TRNG SN - Q. TN BNH - TP. HCM G DU 79 G DU - Q. TN PH - TP. HCM 11

QUANG TRUNG 159 QUANG TRUNG - P. 10 - Q. G VP - TP. HCM III.4. CHIN LC XC TIN Xc tin l nhng n lc ca doanh nghip thng tin phi thuyt thc, nhc nh v khuyn khch khch hng mua sn phm, cng nh hiu r v doanh nghip. Nh xc tin m doanh nghip c th bn ra nhanh hn v nhiu hn. Hin nay Triumph v ang thc hin cc hot ng marketing truyn thng n khch hng, cc gii trung gian v gii cng chng khc bng mt hn hp truyn thng marketing. Ta i tm hiu cc cong c ch yu sau: qung co, khuyn mi, quan h cng chng v tuyn truyn. III.4.1. Qung co Ti Vit Nam, qung co lt trn truyn hnh cn cha thnh hnh v khng ph hp vi thun phong m tc, th nn ngi Vit ch c th bit n Triumph qua cc qung co trn bin hiu ti cc i l, ca hng, cc clip, hnh qung co trn Internet. III.4.2. Khuyn mi Khuyn mi l chnh sch m hu ht cc doanh nghip u mun thc hin v dng lm phng thc chnh cho xc tin. Nm 2007 va qua, Mt nm s dng sn phm Triumph min ph l tiu im gy ch trong Chng trnh Du Xun may mn ti Parkson TP HCM ti th by, ngy 20/1/2007. Trong khng kh m cng, gin n nhng trang trng, i din Cng ty Triumph International Vit Nam, ng Christian Stolba thn tnh giao lu vi cc khch hng v cng vi cc thin thn Triumph tm ra ngi may mn nht trao qu tng mt nm s dng sn phm Triumph min ph, gm 12 b trang phc lt thi trang, snh iu nht ca cc dng sn phm Triumph cao cp. Nhn dp ny, ng Stolba cng by t lng bit n su sc n cc khch hng tin tng ng h v gp phn lm cho Triumph lun l sn phm trang phc lt thi trang dn u th trng k t khi Triumph c mt ti Vit Nam nm 1992. V hin Triumph ang sales off 20% n 30% t 15/5 n 18/6/2010 hng ng phong tro Hy thay i th gii bng phong cch XANH do Thnh on TP.HCM pht ng. III.4.3. Quan h cng chng v tuyn truyn Triumph International thng xuyn m ra cc cuc hp bo gii thiu sn phm mi, m ra cc cuc thi thit k, cng ti tr cho cc chng trnh truyn hnh v cc s kin. c ng cho World Cup 2006, hng thi trang ny t chc mt show din ngay ti thnh ph Munich, c. Gp phn c mt trong bui biu din c c nhng c gi chn di ca cc chng tuyn th tri bng. Nhng thit k c o ny u c ly cm hng t tri bng trn. l nhng b bikini cc k sexy, din chng, bn tr thnh mt c ng vin cung nhit ca b mn th thao hp dn nht ton cu.

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Mt mu bikini cc k sexy ti show din. T thng 8 n 1/11/2007 l thi gian xy ra cuc thi Nhng cp mng p nht th gii, v chnh cng ty lt Triumph ti tr cuc thi ny. Gii nht thuc v cp mng ca mt c gi Bulgaria v mt chng trai ngi Romania, pht ngn vin ca cng ty Triumph cho bit. Ngoi phn thng bng tin mt tr gi 14.400 USD, c Kristina Dimitrova, 19 tui, v anh Andrei Andrei, 24 tui, cn nhn c mi ngi mt hp ng lm ngi mu cho chin dch qung co quc t sp ti ca cng ty Triumph cng nh chnh sch bo him ko di mt nm dnh cho "cp mng" ca h trong trng hp b thng tn. IV. TM NHN TNG LAI

Mt logo Triumph mi hin i c t ngay trung tm ca mu thit k qung co, vi iu ny Triumph cam kt lun tm hiu v p ng nhng mong mun cng nh m c ca khch hng kh tnh nht. Chin dch qung co ca Triumph hin ti, chp nh bi nhip nh gia ngi Thy in Peter Gehrke, th hin ngi ph n Triumph t tin vi phong cch t nhin trong nhng tnh hung cuc sng thc t. Triumph cng khng ch ly ngun cm hng cho cc thit k t nhng hng ng ca mnh: gii thng Triumph Inspiration Award c to ra cho hy vng ca nhng ti nng tr c c hi to tn 13

tui cho mnh trong th gii thi trang. Gii thng ghi nhn nhng nh thit k ti nng tr trong tng lai t khp ni trn th gii v iu to ra mt cuc i thoi gia cng ty vi nhng ngi tiu dng tr sng to. Cc lin kt cm xc ca nhn hiu thng qua h thng cc ca hng Triumph, ni khng ch trng by sn phm m cn, trn tt c, khuyn khch c nhn lin h vi nhm khch hng mc tiu. V. LI KT y l mt bi tp thc t tuyt vi trn c tuyt vi ! Nh n m chng em c ng lc tm hiu bi hc, tm hiu thc t, t hiu c kin thc m chng em c hc khng phi l l thuyt sun nm trn trang giy, m l c mt qu trnh nghin cu v thc hnh ca cc nh Marketing ti ba. Do vy, cn phi bit trn trng v ham thch thc hnh hn na. Cng hp nhm nhiu, chng em cng c c hi giao lu v hc hi nhng iu th v t cc thnh vin trong nhm. Ngoi ra, ngn la nng ng, t tin v cm gic hu dng cng c nhen nhm ngy mt mnh trong mi thnh vin trong nhng ngy qua. qu l iu khng th ng ti. y chnh l tm huyt, l cng sc v l thnh qu ca tp th, khng ngn t no c th din t c ni vui mng ca chng em khi bi tp gn nh hon thnh. Khi vit nhng li kt ny, cng l lc cm gic hi hp ch i ngy thuyt trnh v nhn c nh gi ca thy cng nh cc bn trn ngp trong lng nhm 5. L bi tp thc t u tin, chc hn khng th trnh c thiu st, knh mong nhn c s thng cm v gp chn thnh t pha thy. Li cui, chng em xin cm n thy v tt c ! CM N THY !

Ngun tham kho : www.triumph.com/vn www.google.com.vn www.dantri.com www.youtube.com

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MC LC...............................................................................................................................Trang I. GII THIU NHN HNG THI TRANG........................................................1 II. LCH S PHT TRIN THNG HIU..........................................................1 II.1. S hnh thnh........................................................................................................1 II.2. Bnh trng v nh v........................................................................................2 II.3. Cu chuyn thnh cng........................................................................................6 III. THNG HIU NGY NAY ............................................................................7 III.1. Chin lc sn phm .........................................................................................7 III.1.1. Chin lc dng sn phm ................................................................................7 III.1.2. Chin lc tp hp sn phm ............................................................................8 III.1.3. Chin lc cho tng sn phm c th ...............................................................8 III.2. Chin lc nh gi ..........................................................................................10 III.3. Chin lc phn phi ......................................................................................10 III.4. Chin lc xc tin ..........................................................................................12 III.4.1. Qung co ........................................................................................................12 III.4.2. Khuyn mi ......................................................................................................12 III.4.3. Quan h cng chng v tuyn truyn ..............................................................12 IV. TM NHN TNG LAI ..................................................................................13 V. LI KT ...............................................................................................................14

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