VanLuong.blogspot.com Triumph

8/2/2019 VanLuong.blogspot.com Triumph

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TRCH YU

Marketing l mt phn quan trng khng th thiu trong hot ng kinh doanh ca mt

doanh nghip. N quyt nh s sng cn v pht trin ca doanh nghip . Chng ti c lm quen vi mn Marketing cn bn v by gi l nng cao v m rng hn vi

mn Qun tr Marketing. Mn hc ny cung cp cho chng ti nhng kin thc chuyn su

v qun tr, phn tch c hi, pht trin cc chin lc v qun l, chuyn giao cc chng

trnh marketing. Khng nhng ch hc hi cc kin thc t thy c, chng ti cn c

tip xc vi thc t thng qua n lt dnh cho nam gii nhn hiu TRIUMPH vi

mc ch chnh l a ra tng tung mt dng sn phm mi ca Triumph ra th trng

v tin hnh lp k hoch marketing pht trin dng sn phm cnh tranh vi sn

phm ca thng hiu khc. Sau 9 tun lm vic, nhm chng ti hon thnh tt n.

Qua n, chng ti bit cch lp chin lc marketing cho mt sn phm, c thm

nhiu kinh nghim c xt, ng thi hiu r hn na v Marketing. V c c thng

tin mt cch y , chnh xc, chng ti thu thp trn Internet, sch bo, thm nhp

thc t nm c tnh hnh ca th trng lt nam hin nay. y l c hi tt

chng ti c th thc hnh nhng kin thc hc v gia tng hiu qu lm vic nhm.

MC LC

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LI CM NNhm chng ti xin chn thnh cm n:

Thy L Anh Chung truyn t nhng kin thc qu bu v hng dn tn tnh

chng ti trong sut qu trnh hc

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Cc thnh vin trong nhm lm vic ht sc c c kt qu ngy hm nay

Nhm rt mong s nhn c nhiu s h tr, gip hn na trong cc n tip theo.

NHP

Ngay t khi mi ra i, Marketing c xem nh l mt cng c quan trng trong qu

trnh hot ng kinh doanh ca cc nh qun l. Marketing l mt trong bn yu t c bn

quyt nh s thnh cng, to ra chic cu ni gia doanh nghip v ngi tiu dng, lin

kt vi cc yu t khc nhau to nn mt chin lc kinh doanh hon thin. Trong mt mi

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trng hi nhp v cnh tranh khc lit nh nc ta hin nay, cc nh doanh nghip lun

phi a ra nhng chnh sch, chin lc marketing ph hp vi xu th mi c th tn

ti trn thng trng. Nhn bit c nhng kh khn ca ti, chng ti hiu rng

xy dng c mt k hoch hon ho cho sn phm ca mnh th trc ht phi nm rv thc hin tt vic qun tr marketing. Nh vo kin thc c cung cp trn lp v cc

ti liu tham kho, nhm chng ti thy c tm quan trng ca vic xy dng mt h

thng qun tr marketing tt th mi c th a ra c mt chin lc tt cho vic tung

sn phm mi ra th trng. Qua n chng ti t ra nhng mc tiu:

Mc tiu 1: Tip cn chuyn su cc kin thc marketing

Mc tiu 2: Hiu bit cc cng c ca chin lc marketing hn hp v p dng vothc t

Mc tiu 3: a ra mt s gii php cho vic marketing pht trin sn phm lt

nam nhn hiu Triumph

Bn cnh chng ti cng ra mt s mc tiu ring cho nhm:

Mc tiu 1: Nng cao k nng lm vic nhm, k nng tm kim v thu thp thng

tin trn Internet

Mc tiu 2: B sung kin thc cho mn hc thng qua qu trnh tm hiu v thc

hnh

Mc tiu 3: Rn luyn k nng lp k hoch chin lc marketing sn phm

Nhm tin hnh n gm 7 thnh vin, ni dung v phn chia cng vic c nhm

bn bc v thng nht c th nh sau:

STT THNH VIN NHIM V

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1 NGUYN H QUNH NH Chu trch nhim phn kim sot,

nh gi, tng hp bi bo co

2 NGUYN TH THU TRANGVit Trch yu, nhp v phn

tnh hnh hin ti

3 H THANH LM Thit k poster, brochure, clip

qung co, lm power point

4 V VN DUYS lc cng ty, thit k poster,

brochure, clip qung co

5 NGUYN MINH LONGPhn tch s khc bit v nh v,

lm clip qung co

6 TNG QUC BNGXc nh th trng mc tiu v

phn khc th trng

7 NGUYN XUN THNH Mc ch v h thng phn phi

NI DUNG CHNH

I S LC V CNG TY

1. Triumph v cu chuyn v chng ng 100 nm to nn s

quyn r

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Triumph c thnh lp vo nm 1886 ti Heubach (c). Khi mi bt u ch c 6

nhn vin. Ngy nay vi hn 50000 nhn vin trn khp th gii, doanh thu ca

Triumph hng nm t 1.6 t la. T lc ra i cho n nay, Triumph c nhiu

s i mi ci thin v t c thnh cng hin ti. Tuy nhin, trit l tp trungvo nhn t con ngi ca cng ty vn khng h thay i. Triumph kin quyt bi

tr cc hnh thc phn bit i x v gii tnh, quc tch, chng tc hay tn gio.

V chnh l cam kt ca Triumph vi Hip hi nhn quyn quc t cng nh vi

cc nhn vin khi lm vic vi Triumph.

2. S xc nhn v mc tiu ca Triumph

Chng ti c mt chin thng - chnh l s mnh ca Triumph.

Triumph phn u dn u v th trng v li nhun trn ton th gii. Triumph

hp tc tho mn tt c nhng k vng ca ngi tiu dng, em n cho h

nhng sn phm ph hp nht vi cht lng cao nht v dch v tt nht c th.

Nhng nhn vin y lng nhit huyt v am m chnh l ti sn ln nht ca

Triumph, v cng l i s cho hnh nh ca Triumph vo th trng, lm cho

thng hiu ca Triumph ngy cng mnh hn. Triumph p ng cc tiu chun

o c v x hi mc cao nht v cam kt s an ton mc tuyt i nht i

vi mi trng.

3. TRIUMPH INTERNATIONAL

Thoi mi Cht lng i mi Thi trang. Tt c i din cho

gi tr ct li ca Triumph. V chnh nhng iu ny gp phn xy dng

Triumph thnh mt trong nhng nhn hiu thnh cng nht thi i.

Triumph International vi mc tiu gia tng s pht trin ton cu. Vi

nhng nhm nghin cu v hot ng trn ton th gii, Triumph

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International tip tc khng nh v tr mnh m ca mnh. Vi mc doanh

thu hng nm tng khong 1.7%, Triumph tip tc pht trin vi cc nhn

hng Triumph, Sloggy, Bee-Dees, Valisre v HOM. Trong , Valisre l

nhn hiu lt ca Php c Triumph International mua li vo nm1991. Tnh n ngy 31 thng 12 nm 2005, Triumph International tuyn

dng 42881 nhn vin trn ton th gii. Triumph International tip tc gi

vng v tr l mt trong nhng nh sn xut lt ln nht ton cu.

Triumph l nhn hiu trang phc lt Chu u duy nht trn th gii c

nhng thit k c bit dnh ring cho ph n Chu .

TRIUMPH INTERNATIONAL (VIT NAM) LTD.

a ch: S 2 ng s 3 KCN Sng thn, Bnh Dng

in thoi: (0650) 742137

Fax: (0650) 342130

II -TNH HNH HIN TI1. Th trng lt nam hin nay

Trc y, khi nhu cu s dng lt ca cc qu ng cn kh d di th trn th

trng lc xut hin ch yu l nhng sn phm tri ni, khng r ngun gc, c

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chng cng ch l vi ba thng hiu khng my ting tm, cht lng sn phm

mc trung bnh. Nhng hin nay, khi phi mnh ch n ngoi hnh ca mnh

nhiu hn cng l lc cc nh sn xut lt dnh cho qu ng trong v ngoi nc

khng ngng tung ra cc sn phm mi vi nhiu cht liu v kiu dng bt mtnhm thu ht th hiu tiu dng ca nam gii.

Hin nay, trn th trng Vit Nam c mt ca hai nh sn xut kinh doanh qun o

lt nam hng u th gii l Jockey (M) v Gunze (Nht) cng vi khong 12 cng

ty khc nh Buss Vit Nam, Viko Glowin (Hn Quc), ng Xun, Hng Vinh,

TMM, Legamex lm cho th trng ny thm si ni. Mi ch bt u, nhng

mi nhn hiu ang th hin nhng th mnh ring ca mnh.

ng thi cng mi xut hin mt vi thng hiu nh: Legamex, Body, Amada,

Rock... Trong sn phm lt thng hiu Rock c cht liu cao, vi nhiu kiu

dng mu sc.

Ngoi nhng mt hng cht lng, c uy tn vn cn nhiu loi qun lt nam hng

ch khng r ngun gc v cht lng km vi gi bn ch vi ngn ng. Loi

hng ny ch yu l ca Trung Quc hoc nhng c s may t nhn sn xut bngcht liu rm, mau hng.

Theo s liu t cc cuc kho st, th trng trang phc lt nam gii, loi c bn

dnh cho gii vn phng v nhng ngi thch mc kiu lch s tiu th mt nm

khong 2.5 triu chic. D vy, c mt th trng ln hn m cho n nay cha c

cng ty no thng k c l cc sn phm loi r, c mc gi t 5.000 -

15.000/chic ang thuc v cc c s sn xut nh v hng nhp t Trung Quc.Theo c tnh ca cc cng ty, th trng ny c kh nng ln gp 5 ln sn phm

c bn.

Trong s trn 10 cng ty Vit Nam ang cnh tranh trong th trng lt nam t

trung n cao cp c s phn chia cc phn khc kh r nt. Cc nhn hiu nh

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J.Buss, Latent (ca cng ty thng mi may mc TMM) chim phn khc th

trng cao cp vi mc gi t 35.000 - 55.000/chic may bng cht liu vi

cotton 100%, cotton spandex. Dt kim ng Xun c th phn mc trung bnh kh

ln, ch yu l cc loi qun o lt vi cotton 100%, c tnh khong 1.5 triuchic/nm. Cng mc trung bnh ny l sn phm ca Legamex, Hng Vinh, Anh

Khoa, Amada Trong mc gi thp c trn 30 c s sn xut nh tham gia b mi

cho cc ca hng bch ho, ch v bn v cc tnh.

Cc cng ty Vit Nam tng lm ra cc sn phm 100% cotton xut sang th trng

Nga vi gi ch 500/chic ang c k hoch tung ra cc loi qun o lt dng 1 ln

hoc loi dnh cho du lch tin nghi vi gi di 2000/sn phm.

2. Chin lc v sn phm lt nam c a ra trn th

trng

Trc khi vo Vit Nam, cc cng ty nc ngoi iu tra nghin cu th trng

Vit Nam kh k lng. B Fujiwara Yoshie, gim c cng ty Wisteria, nh phn

phi ca Gunze ti Vit Nam ni: "Li th ca Gunze khng ch l kinh nghim m

l tp on c sn nhng phng nghin cu to ra cht liu mi, kho st c

cc ch s ring dnh cho nam gii tng khu vc. Cng ty Wisteria cng vi

cc chuyn gia ca Gunze kho st th trng t cui nhng nm 1999. Sau 3 nm

Gunze c nhng thng tin cn thit v thc t thu nhp ca ngi dn thnh

th, nht l nhng ngi i lm cng ty, vn phng, nhng i tng sn sng

mua nhng sn phm hng hiu t tin. Gunze cng ch ra c cc s o hnh th

n ng Vit Nam khc nhiu vi n ng Nht nh vng mng nh hn, chn di

hn nhng lng li ngn hn thit lp cc kch c mi dnh ring cho th

trng ny.

Tng t cc cng ty khc cng tin hnh nhiu t nghin cu th trng hoc tm

hiu nhng thi quen tiu dng ca ngi Vit Nam, cng ty Viko Glowin kho st

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th trng tm c mc gi hp l m n ng chp nhn mua sn phm qun

o lt loi tt. Cn Jockey, thng qua nh phn phi Buss Vit Nam, kho st

nhu cu "xi hng hiu" ca ngi tiu dng thm nhp th trng.

Theo nhn nh ca cc i gia ny th th trng lt nam c chia thnh hainhm sn phm: loi c bn theo xu hng lch s, kiu dng n gin v loi thi

trang theo xu hng mi l.

Nhn hiu ph bin nh: CK, Bossini, Jocker c cht liu cotton, hoc cotton tng

hp, vi mng, khng hp hi... Hng nhp khu chnh hng c gi t 80.000 -

200.000. Loi sn xut ti chu gi khong t 35.000 - 55.000.

Nhng ngi a dng hng Vit Nam cht lng cao, c th la chn nhng chic

qun ng , mu m a dng, gi thnh hp l, cht liu bng vi cotton hoc bng

thun lnh.

Bn c th chn t lt lng x n qun lt nam m ngang i ph hp vi vic

i bi hoc chi th thao. c bit hn, Rock va tung ra th trng loi qun lt

nam s dng cng ngh dt c (Seamless), khng mi ni, hon ton khng c

ng may, rt p mt v thi trang. Gi ca mt hng ny t 25.000 - 75.000.

3. C hi v thch thc

Trong khi cc i gia trong ngnh lt nam c nhng bc thm nhp th trng

bi bn th nhiu nh kinh doanh c nhng ng thi khc nhau. phn khc sn

phm lt nam cao cp, TMM t ra khng h lo lng trc s c mt ca cc

nhn hiu nc ngoi. Thm ch TMM cn t tin cho rng kh nng pht trin mngphn phi rng ri khp cc ch, siu th v ca hng ca cc nhn hiu Buss Vit

Nam, Latent tt hn nc ngoi. Tuy vy, cc cng ty Vit Nam tha nhn rng h

ang gp nhiu bt li trong vic khuch trng thng hiu. V theo quy nh ca

Vit Nam, cc sn phm ny khng c qung co, v nh th s rt kh chuyn

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ti cc thng tin n ngi tiu dng. Cha k l hin nay, vic tm kim ngi mu

in hnh qung co sn phm cng gp kh nhiu tr ngi.

B Lan Anh, gim c cng ty TMM ni: Chng ti vt v gn c nm m khng

tm ra c ngi mu nam nhn mnh sn phm do Vit Nam sn xut dnhcho ngi Vit Nam, theo kch c Vit Nam". Nhng ngi mu nam biu din thi

trang c gng mt p th th hnh li cha t v ngc li cc vn ng vin th

hnh p th gng mt khng t V iu ny cng l gii ti sao trang phc lt

ca Hn Quc v Nht u dng hnh nh ngi mu chu u.

Nh ni trn, cc i gia trong ngnh lt nam khi bc vo th trng Vit

Nam gp phi rt nhiu vn phc tp, nhng kh khn ca h cng chnh l

thch thc i vi chng ta. V mc d sn phm lt thuc nhm hng thi trang

l d bn v li nhun hp dn nhng vic qung b v thng tin nhng kiu dng

mi cng gp rt nhiu kh khn.

Ni tm li, nhng thch thc m chng ta chc chn s gp phi khi a sn phm

mi ra th trng Vit Nam l:

Sn phm mi ca chng ta nm phn khc lt nam cao cp nn i th

cnh tranh ca chng ta l nhng nh kinh doanh lt nam hng u thgii nh Jockey(M), Gunze(Nht)V hng lot cc i th nng k khc

ang c trn th trng Vit Nam

Ngoi ra, s tinh t v mi l ca sn phm mi cng l thch thc khng

nh i vi chng ta, v i tng khch hng mc tiu m chng ta hng

ti ( tui t 17 tui ti 40 tui) c nhng yu cu v sn phm rt l cao

Kh khn trong vic qung co v a thng tin v sn phm mi n vi

ngi tiu dng

Vic tm ngi mu in hnh qung co sn phm

Bn cnh nhng thch thc, chng ta cng c nhng li th khng nh. Thi trang

gi y khng ch dnh ring cho ph n. Triumph c nhiu kinh nghim trn th

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trng Vit Nam i vi vic kinh doanh lt n, v th chng ta s c nhiu c

hi nghin cu th trng lt nam v hiu r hn v thi quen tiu dng ca

ngi Vit Nam. Ngoi ra, thng hiu Triumph thc s rt thnh cng, t

c s tin dng t khch hng v cht lng cng nh kiu dng nn vic tung rath trng dng sn phm mi dnh cho nam s t gp kh khn hn. ng thi, th

trng lt nam nc ta hin cn rt nhiu khong trng, y l iu kin l

tng chng ti c th thc hin sn phm mi ny. Nh nhng c hi trn,

chng ta c th a ra c mt chin lc Marketing ph hp, mt h thng phn

phi tt nht cho sn phm mi v vic tip cn ngi tiu dng cng tr nn d

dng hn.

III CHIN LC MARKETING

1. Mc ch

Nu phi n c nhiu la chn v trang phc lt th cc chng trai thng lng tng

khi t cu hi: Lm th no tm c ni y ph hp vi mnh?. Nm bt c

iu ny, Triumph cho ra i dng sn phm mi cao cp dnh cho nam gii.

Vi mc ch chung l ti a ho li nhun t phn khc th trng bo b m

trc gi cng ty cha tng nhm n, Triumph ang c gng a sn phm ny

ln v tr hng u ging nh cc dng sn phm dnh cho n. Ngoi ra, cng ty cn

c mong mun m rng th trng mc tiu, a dng ho sn phm v thay i hnh

nh ca Triumph trong mt khch hng. lt ph hp phi m bo cc yu t:

thng thong, ht m hi, co gin tt, bn cao, to cm gic thoi mi v mang

li s t tin cho ngi mc. Sn phm ca Triumph gm 3 loi chnh vi cht liu

ngoi nhp 100% cotton v cotton spandex, mu m a dng th hin c phong

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cch mnh m, quyn r s lm tho mn nhu cu khch hng v em li nhiu tin

nghi hn trong vic s dng.

2. Phn khc th trng

Theo s liu kho st th trng trang phc lt nam gii vo nm 2007 th th

trng sn phm ny c chia lm 2 nhm chnh. Nhm th nht l gii vn

phng v nhng ngi a chung kiu lch s, cht lng v sn phm c tn tui

chim khong 16.6%. Nhm th hai bao gm nhng ngi thng s dng cc sn

phm c gi thnh r xut x t Trung Quc hay t cc c s nh l trong nc

chim khong 83.4%. Tuy nhin, hin nay s lng khch hng thuc nhm mt

ngy cng gia tng l do:

Vit Nam l nc c dn s tr nht khu vc

Hi nhp kinh t lm cho Vit Nam ngy cng pht trin, thu nhp bnh qun

theo u ngi ngy mt tng. V nhu cu mua sm hng thi trang ca

ngi Vit Nam li ang bt nhp vi xu hng ca th gii

i sng ngy cng i ln, mc am hiu v thi trang ngy cng pht

trin. Khch hng quan tm nhiu hn n cht lng v thng hiu sn

phm

Khng ch n gii m ngy c nam gii cng bit quan tm, ch trng n

bn thn hn

nh hng ca vn ho v thi trang phng Ty ngy mt mnh m

Chnh v th, Triumph nhm n khch hng mc tiu l nam gii tui t 17 n

40 thuc tng lp trung lu tr ln ang sinh sng ti thnh th hay cc thnh ph

ln

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tui t 17 n 25 ch yu l hc sinh, sinh vin. Tuy cn sng ph thuc

vo gia nh nhng hin nay cng cng nh mc mua sm thi trang

ca h cng rt cao. la tui ny, nhu cu xi hng hiu, khng nh

mnh, chy theo mt l ch yu

tui t 26 n 40 gm nhng ngi i lm, c thu nhp v cuc sng n

nh. La tui ny quan tm c bit n cht lng v ng cp. Nhu cu

m h tm kim l sn phm lch s, tinh t v to ra phong cch mnh m

Cc c s phn khc th trng ca Triumph for men

Theo a l: cc tnh, thnh ph ln ni c mc sng cao, tp trung dn c

ng c

Theo nhn khu: tp trung vo nam gii tui t 17 n 40 c thu nhp

cao

Theo tm l: li sng nng ng, thch xi hng hiu, mun t khng nh

mnh

Theo hnh vi: sn phm c s dng vi mc thng xuyn, mc trung thnh cao, t thay i

3. S khc bit

Hn 100 nm kinh nghim trong vic thit k v sn xut trang phc lt ng thi

lun l nh tin phong trong cc xu hng thit k mi, Triumph ngy nay cbit n nh mt im chun v cht lng v kiu dng. S khc bit trong sn

phm ca Triumph so vi cc nhn hiu khc l cht liu. Cht liu dng trong dng

sn phm cao cp ny l 100% cotton v cotton spandex ngoi nhp. Si vi thng

minh v thit thc c th mang li li ch c th cho ngi mc, ng thi to ra

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mt cm nhn ton din v s sng. Sn phm rt thn thin vi mi trng, mm

mi vi ln da, c bit khng dng n cht nhum, ty v cc ho cht khc, gim

thiu v loi tr mi ri ro gy d ng da.

Ngoi ra, Triumph m bo sn phm ca mnh vi cc yu t nh thong mt,

khng bm hi, ht m tt, co gin tuyt i, bn cao to cm gic thoi mi, t

tin v y c tnh cho ngi mc. Sn phm l s ho hp gia nt quyn r v

mnh m cng tnh a nng, linh hot to ra phong cch v ng cp cho ngi s

dng.

Triumph tung ra th trng dng sn phm lt cao cp dnh cho nam vi loi

kiu dng v mu sc. Thit k co gin, khng c ng may v m st thn ngimang li v p hon ho cho ngi mc. Gm 3 loi chnh:

Classic: kiu dng n gin, logo l mt, c rt nhiu mu sc (trng, en,

xanh, , xm, tm). y l dng sn phm ph hp vi nhiu la tui, rt

d la chn

Luxury: vi cht liu 100% cotton ngoi nhp, Luxury l sn phm cao cp

khng nh ng cp phi mnh. Sn phm c 4 mu c bn (en, , xanhen v trng)

Fresh: vi thit k ph cch, mu sc a dng v sang to, sn phm nh

em li mt lung gi mi cho ngi s dng

4. nh v

Triumph for men l sn phm lt nam cao cp dnh cho ngi c thu nhp cao.

Khc vi nhng nhn hiu c mt trn th trng, Triumph tuyn b Sn phm

ca chng ti mang n cho bn s thoi mi tt nht. Ni ting trn th trng v

cht lng v kiu dng, Triumph for men ch trng n cc hnh thc qung co

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v cc chng trnh hnh ng nhm thu ht khch hng. Sn phm hon ton thn

thin vi mi trng, cht liu ngoi nhp, m bo khng gy kch ng da l

nhng tnh nng tuyt vi nht m Triumph for men em n cho khch hng.

Vi slogan S hon ho t bn trong, Triumph s hon ton chinh phc nhng

khch hng kh tnh nht. Gi c ca sn phm d kin s dao ng t 120 000

n 150 000. Mc ch ca vic a ra gi thnh ny cho sn phm l minh chng

v cht lng v ng cp Triumph i vi khch hng, ng thi cng nhm

khng nh v tr ca sn phm trn th trng v so vi cc i th cnh tranh.

5. H thng phn phi

Do y l sn phm dnh ring cho nam gii nn h thng phn phi ca Triumph

cng c s thay i. im n s khng cn l mt s knh bn l truyn thng nh

ch na m thay vo l cc showroom chuyn bit, h thng siu th, ca hng,

shop bn l. V cc ca hng trng by sn phm cng c xy dng ring, c

lp v mang phong cch hon ton khc bit vi cc ca hng vn c ca Triumph.

Dng sn phm cao cp ny s c phn phi i tr trong ton quc nhm xy

dng mc bao ph th trng rng ln. Cc i l c chn phi ph hp vitiu chun ca Triumph. ng thi Triumph s phn b nhn vin n tng ca

hng, shop t vn nghip v bn hng v trang tr theo ng phong cch ca sn

phm mi.

Ti siu th, showroom hay trung tm thng mi th cc ca hng ca Triumph s

c thit k c bit. Triumph xy dng mt hnh thc kp, mt bn bn sn phm

Triumph dnh cho n, mt bn l sn phm ca Triumph for men. V nhng aim ny u l nhng ni m nam gii thng i mua sm vi gia nh, chnh nh

thit k kp m khch hng ca Triumph c th la chn sn phm ph hp, t

nng cao doanh s bn.

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IV CHNG TRNH HNH NG

1. Qung co

n lc tm kim, pht trin v m rng th phn, Triumph ch trng n qung

vic s dng cc phng tin nh tivi, internet, bo i qung co. Qung co

s c trnh chiu trn cc phng tin thng tin i chng trc khi sn phm

chnh thc c mt trn th trng 2 tun. Nhm mc ch gii thiu hnh nh v

thng tin v sn phm n ng o khch hng, mu qung co v Triumph for

men s c pht sng lin tc thng xuyn vo nhng gi cao im trn truynhnh. Ngoi ra, cc tp ch, bo cng c ng ti cc hnh nh, thng tin qung

co v sn phm ch yu cc mc mua sm, lm p, qung co, rao vt

Cc knh truyn hnh d kin:

o HTV7

o HTV9

o VTV3

o VTV1

o HTV2

o

Cc bo, tp ch d kin:

o Tp ch Tip Th v Gia nh

o Tp ch Mt v Cuc sng

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o Tp ch Th thao v Vn ho n ng

o Tp ch Thi Trang Tr

o

Bo Tui Tr

o Bo Thanh Nin

o VTM

o 2!p

o ...

Ngoi ra cc trang web thi trang, bo in t onlinecng c s dng nh:

Vietnam Net, Vnexpress, Dantri.com, Tuoi Tre Online, FPT.Quangcao online Tt

c s gp phn to nn thnh cng cho Triumph for men khi chnh thc xut hin

trn th trng.

2.

POSTER & BROCHUREPoster c thit k vi mu en ch o, th hin bn lnh, phong cch nam tnh

mnh m. Logo v nhn hiu mu trng ni bt trn n en quyn r. Chnh poster

s em n cho khch hng n tng c bit v sn phm. Cc Poster s c

trng by nhng a im thun tin v ni tp trung ng dn c nh cc trung

tm thng mi, siu th, cc cht n giao thng, ch, trng hc

Ngoi ra, ti cc ca hng Triumph dnh cho gii n, cc poster s c dn gys ch v ng thi khch hng s nhn c brochure thng tin v sn phm

Triumph for men. Cc khch hng thng xuyn cng c thng bo v sn

phm mi khi n mua sm ti cc shop ca Triumph.

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Brochure cung cp y v sn phm. Kiu dng ph cch, c th gp li nh gn,

tin dng. Mu sc nn trang nh. Logo ni bt cng slogan S hon ho t bn

trong c in ni em n cm nhn hon ho cho sn phm.

3. S kin

Th nht: Trong tun l u tin ra mt sn phm, Triumph c chng trnh

c bit gim gi 10% cho khch hng khi mua Triumph for men. y l

chng trnh nhm li cun khch hng s dng v kim nh nhng g

Triumph cam kt em li. Khch hng s chnh l ngi cm nhn s khc

bit ca sn phm, mt sn phm cao cp, cht lng, thn thin vi mi

trng v em li s thoi mi tuyt i.

Th hai: Triumph for men l nh ti tr chnh cho i bng Hoa Sen.

y l mt i bng ln rt c tim lc nc ta. Ngoi vic h tr cho cc

gii u chnh trong nm, cc cu th trong i s c s dng hon ton

min ph cc sn phm ca Triumph for men. Sn phm c nhiu kiu dng

ph hp vi nhng ngi chi th thao nh dng ngang i, m st thnngi rt thoi mi, khng gy cm gic cht chi hay kh chu. H s a

ra nhn xt chnh xc v sn phm sau 1 thi gian s dng.

4. Thit k ca hng

Cc showroom, shop hay ca hng trng by sn phm Triumph for men s bao

ph bi mu xanh nam tnh mnh m. Mu xanh s bao trm ton b ca hng.

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Logo v nhn hiu mu trng hon ton ni tri v n tng. Poster v hnh nh

ngi mu cng sn phm c dn nhng ni thun tin, d nhn, d quan st.

Sn phm c phn loi v sp xp theo mu sc v kch thc. Khch hng c th

la chn, tm kim d dng. Trong ca hng c mt bn t vn, nhn vin chutrch nhim s gii p thc mc v hng dn, a li khuyn n tng khch

hng. V mi ca hng u c hp th ng gp kin, khch hng c th a ra

nhn xt, than phin hay gi v sn phm hoc phong cch phc v ca nhn

vin. Triumph c gng mang n cho khch hng s phc v tt nht, sn sng lng

nghe kin ng gp c th pht trin tt hn na.

Ti cc ca hng kp siu th, trung tm thng mi, 2 mu sc i lp ni tri

( quyn r v xanh mnh m) s gy ch nhiu hn. Cng ging nh cc ca

hng khc, ti ca hng kp vn c bn t vn v khch hng vn c th a ra

kin ca mnh.

V KIM SOT

Triumph cam kt mang li cht lng, thoi mi, thi trang v chm sc tt nht ivi tt c mi khch hng. Trong thi gian u, mi ca hng s c mt nhn vin

n t cng ty. Ngi ny chu trch nhim qun l, gim st v gip thit k ca hng

theo ng phong cch ca Triumph. Cch thc bi tr ca hng, trng by sn phm,

thng tin v sn phm, cc tnh nng ni tri cng nh t vn, gii p mi thc mc

u do nhn vin cng ty ph trch.

Ngoi ra, mt i ng nhn vin nam s c tuyn chn, o to nhng kin thc vk nng cn thit v sn phm cng nh nghip v bn hng. Tc phong lch s, thi

thn thin, ho nh s em n cho khch hng s hi lng tuyt i.

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VI NH GI

1. ngha thc tin

y l mt k hoch a ra nhm thay i hnh nh ca Triumph trong mt khchhng. Trc gi, Triumph lun c bit n l mt nhn hiu lt cao cp ni

ting dnh cho n. K hoch s l mt bc t ph mi ca Triumph trn th

trng. Khng ch vy, chng ti cn mong mun em n cho Triumph s tng

trng trong doanh s, th phn v li nhun. Tuy k hoch cn c nhiu thiu st

v d nhin vic thc hin k hoch ny trong thc t cng khng my d dng, th

nhng chng ti c nim tin, nht nh s thnh cng.

2. nh gi

STT Phng php M t

1 nh gi qua doanh s bn

Da vo doanh s bn sn phmtrong thi gian u, nh gi mc

t c s b v c k hoch a ra

nhng bc pht trin tip theo

2 nh gi qua quan st

Nhn vin qun l mi ca hng s

ghi nhn nhng thng tin v th

trng, thi v quan im khch

hng sau bo co v cng ty

3nh gi qua phng tin

truyn thng

Da vo mc quan tm ca cc

phng tin nh tivi, bo ch

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VII KT LUN

Sau 9 tun lm vic vt v cng vi s c gng ht sc ca tt c cc thnh vin trongnhm, chng ti hon thnh n. Qua qu trnh thc hin, chng ti hiu thm

v kin thc mn hc v c c hi tip xc thc t. Nhng chng ti cng gp khng t

kh khn trong vic a ra k hoch. Mt s lnh vc chng ti cn cha nm r ng

thi trong nhm cn nhiu kin tranh ci. Mong rng qua n ny, chng ti s c

nhiu kinh nghim hn trong qu trnh lm vic nhm.

i chiu vi nhng mc tiu t ra, chng ti c kt qu sau:

STT M tMc t

c

Mc tiu 1 Tip cn chuyn su cc kin thc marketing 90%

Mc tiu 2Hiu cc cng c marketing v p dng vo

thc t80%

Mc tiu 3 a ra gii php 85%

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PH LC

POSTER

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BROCHURE

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NHN XT CA GIO VIN

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VanLuong.blogspot.com Triumph