Marketing Plan Template

Copyright Envision SBS. 2004. All rights reserved.
Protected by the copyright laws of the United States & Canada and by international treaties. IT IS ILLEGAL AND STRICTL Y PROHIBITED TO DISTRIBUTE, PUBLISH, OFFER FOR SALE, LICENSE OR SUBLICENSE, GIVE OR DISCLOSE TO ANY OTHER PARTY , THIS PRODUCT IN HARD COPY OR DIGIT AL FORM. ALL OFFENDERS WILL BE SUED IN A COURT OF LAW.
[ TN CNG TY CA BN]
K HOCH MARKETING
c chun b : [GHI R]
c chun bi : [GHI R]
05/09/2006
Copyright Envision SBS. 2004. All rights reserved. Protected by the copyright laws of the United States & Canada and by international treaties. IT IS ILLEGAL AND STRICTL Y PROHIBITED TO DISTRIBUTE, PUBLISH, OFFER FOR SALE, LICENSE OR SUBLICENSE, GIVE OR DISCLOSE TO ANY OTHER PARTY , THIS PRODUCT IN HARD COPY OR DIGIT AL FORM. ALL OFFENDERS WILL BE SUED IN A COURT OF LAW.
NI DUNG
TM TT NI DUNG THC HIN ................................................................................ 3 PHN TCH TNH HNH ......................................................................................... 4 1.1 Phn tch cng ngh ............................................................................................. 4 1.2 Phn tch kinh doanh.............................................................................................. 5 1.3 Phn tch cnh tranh .............................................................................................. 7 1.4 Phn tch khch hng ............................................................................................. 9 1.5 Phn tch SWOT .................................................................................................. 10 1.6 Phn tch hot ng ca th trng (nu c) ........................................................ 10 2. MC TIU ............................................................................................................. 11 2.1 Mc tiu ca cng ty ........................................................................................... 11 2.2 Mc tiu th trng ............................................................................................... 11 3. CHIN LC TH TRNG ............................................................................... 13 3.1 Chin lc phn khc th trng ......................................................................... 13 3.2 Chin lc mc tiu ............................................................................................. 13 3.3 Chin lc vng i sn phm ............................................................................ 14 3.4 Chin lc thay th ............................................................................................. 15 3.5 Chin lc ct li ................................................................................................ 16 CHNG TRNH MARKETING ....................................................................... 18 4.1 Marketing hn hp ............................................................................................... 18 4.2 Cc chng trnh khch hng thn thuc ............................................................ 22 4.3 Dch v & h tr khch hng ................................................................................ 22 4.4 Nghin cu th trng ......................................................................................... 22 4.5 Bn hng trc tip ................................................................................................ 23 4.6 Lng tin v s tn nhim ...................................................................................... 23 4.7 Xc tin thng mi ............................................................................................ 23 K HOCH THC HIN ........................................................................................ 23 5.1 Thit k v trin khai sn phm ..... .23 5.2 Marketing & bn hng .......................................................................................... 24 5.3 Nh phn phi ...................................................................................................... 28 5.4 Cc yu cu v ngun lc ................................................................................... 29 5.5 Lp chng trnh ................................................................................................. 29 NH GI V GIM ST VIC THC HIN ........................................................ 30 6.1 Gim st cc chin dch qung co...................................................................... 30 6.2 Phn tch kinh doanh ........................................................................................... 32 6.3 Bo co li & l ................................................................................................... 34 6.4 K hoch hi hp ................................................................................................ 35 6.5 H s khch hng ............................................................................................... 35 6.6 nh gi nhn lc bn hng ................................................................................ 35 THNG TIN TI CHNH ....................................................................................... 37 7.1 Tm lc thng tin ti chnh................................................................................. 37
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1.
4.
5.
6.
7.
7.2 Gi nh ti chnh ................................................................................................. 37 7.3 Ngn sch ........................................................................................................... 37 7.4 K hoch doanh s (5 nm) ................................................................................. 39 8. K HOCH D PHNG ...................................................................................... 42 8.1 Du hiu tht bi .................................................................................................. 42 8.2 Nhng chin lc thay th ................................................................................... 42 PH LC ............................................................................................................... 42
9.
TM TT NI DUNG THC HIN

Bn Tm tt ni dung thc hin l Bn tm tt y v k hoch th trng. Bi v mt s nh u t ch c mc ny quyt nh xem h c nn dnh nhiu thi gian nh gi k hoch ca bn hay khng (hay k hoch ca cng ty), n s lm ni bt nhng im chnh trong k hoch ca bn v to hng th c tip cc phn cn li trong k hoch. c tm tt nh sau: Tnh hnh thc t, Mc tiu & Nhim v ca Cng Ty M t sn phm/dch v Mc tiu th trng Cc chng trnh tip th ch yu Kt qu ti chnh v/hoc tip th c mong i Cha kha dn n thnh cng
Cc ch trn nn c phn tr li c trong cc cu hi di y: Ai? (Cng ty ca bn nh th no? i tng khch hng l ai?) Ci g? (Cung cp dch v hay sn phm g?) u? (Th trng ca bn u? Bn s thc hin hot ng tip th u?) Khi no? (Khi no k hoch ca bn c thc hin? khi no c kt qu?) Bao nhiu? (Li nhun, doanh thu, ROI c bao nhiu so vi mong i ca bn?)
1. PHN TCH TNH HNH 1.1 PHN TCH CNG NGH + Cc c im th trng Qui m th trng (c tnh theo n v sn xut v/hoc la M) v t l tng trng (phn trm t l tng trng hng nm) theo vng hay hay khu vc kinh doanh. Th trng tim nng, cng ngh/chuyn gia d on. Qu trnh lch s ca th trng (N pht trin nh th no? giai on ca th trng (v d: th trng mi, th trng bo ha ) Cu trc cng ngh. Mc cnh tranh, i th ni tri, tn ti s lin kt, tht bi ng ch trc y, nhng thnh vin mi ng ch . Khuynh hng ca cung v cu
+ Khuynh hng v ngi thc hin Khuynh hng ngnh ngh ch yu, thi trang v mt thi thng Nhng ngi ch yu thc hin vic thay i Cc thay i trong vic s dng sn phm
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Cc i tng mi s dng sn phm Cn c vo nhn khu hc nh tui, gii tnh, thu nhp, trnh , ngh nghip. Cn c vo nhn khu hc nh quyn li mong mun, thi quen, gi tr, thi , cch sng, hnh vi, quan im Chu trnh v cu, nh hng ca ma mng.
+ Cc yu t v kinh t v chnh tr Php lut hin ti v tng lai v cc chnh sch nh hng n vic kinh doanh ca bn Cc c quan nh nc v cc b phn lp php ti thi im Cc c quan thu thu t hot ng doanh nghip Ngn sch chi tiu ca chnh ph nh hng ca thu, lm pht, chnh sch tin t (v d: li sut), t gi hi oi S pht trin ca nn kinh t th gii (V d : FTAA, EU .) Tnh hnh chnh tr (v d: n nh, chin tranh) v s n nh ca chnh quyn
+ Cc yu t vn ha x hi Li sng v nhng thay i v vn ha x hi Mi quan tm v mi trng Nhng thay i trong cch s dng khon thu nhp iu kin sng (tin nghi, tnh thit thc, nhim) Mc bin ng ca x hi (s bin i ca cc c nhn t tng lp x hi ny sang tng lp khc) Mc di dn nng thn (dn c t nng thn chuyn v cc thnh ph) v khu vc thnh th m rng cha n nh (s phn b dn s v s pht trin hng v cc vng nng thn)
+ Cc yu t v cng ngh k thut S t ph k trong k thut v phng php, cng ngh k thut trong thi i pht trin Mc ci tin ca cng ngh k thut Cc chi ph lin quan n cng ngh k thut, nghin cu v s pht trin S ph thuc ngnh ngh vo cc yu t cng ngh k thut, s tc ng ca vic ci tin cng ngh k thut S dng nng lng
1.2 PHN TCH KINH DOANH: S tng trng kinh t v li nhun ca ngnh S pht trin v doanh thu, th phn, bin ph (nhn cng, nguyn vt liu, nng lng.) S gia tng cc chi ph tip th v li rng t sn phm ca cng ty bn trong sut hn 5 nm qua so vi s liu ca ngnh.
Qua sn phm gia nh hay sn phm SKU (tng mu m, kiu dng, hnh thc, vv.) Qua doanh s ca khu vc hay bt c n v thch hp no khc vi cng ty ca bn.
Tm lc cc yu t k trn trong bng sau (cng thc tnh nh sau):

Nm- 5 A B C D E F G Doanh thu ca ngnh Doanh thu ca cng ty Th phn Gi bn bnh qun Bin ph (n v tnh) Tng doanh thu rng (D - E) S lng hng bn (A x C) Nm- 4 Sn phm A Nm - 3 Nm - 2 Nm-1
H I J K L
Tng doanh thu (D x G) Tng doanh thu rng (F x G) Cc chi ph tip th Cc chi ph khc Li rng (I J K)
BNG 1. Qu trnh kinh doanh sn phm Xu hng phn b v s pht tin Cc dng knh phn b trn th trng v s thua l t mt knh phn phi no S thua l i vi ngnh S thua l i vi cng ty Cc chi ph phn b cho cc khc nhau
1.3 PHN TCH TNH CNH TRANH 1.3.1 MC CNH TRANH Ch ra mc cnh tranh ca ngnh (v d: d di, bnh thng) v s I th cnh tranh Ch ra tnh bt n trong cnh tranh ca ngnh: S lng i thng tham gia hng nm v nhng ln tht bi M t cc hnh thc cnh tranh c nh hng n vic kinh doanh ca bn (cnh trnh sn phm/dch v, cnh tranh mc v chin lc hot ng kinh doanh/tip th hay m hnh kinh doanh hay tnh cnh tranh da trn thuc tnh c th nh gi c, cht lng, c tnh..) Phi nhn bit cc tr ngi cnh tranh ca ngnh tm cch vt qua v cho bit cng ty ca bn gii quyt cc tr ngi th no Phi nhn bit cc ngun tim nng v tnh thun li trong cnh tranh
1.3.2 CC I TNG THAM GIA CHNH Phi nhn bit cc ngun cnh tranh chnh (i th cnh tranh trc din, i th cnh tranh tim n, sn phm thay th, th trng tim nng, sn phm lin quan) v nh gi cng tng i ca vic cnh tranh pht sinh t tng ngun. Nhn bit cc i th cnh tranh chnh v ph, lit k chng vo cc hng loi da trn loi ngun (tham kho cc hng mc trn) v /hay da trn mc e da ca chng. Nhn bit cc yu t mang n sc mnh cho i th cnh tranh (th d: chin lc tip th, sn phm cao cp, thnh lp cng ty, c ngun ti chnh di do, tnh chuyn nghip, c mi quan h vi thnh vin ch cht trong lnh vc, vv). Nhn bit cc chin lc v/hay iu kin th trng cho php i th cnh tranh c c kt qu tt v, nu c, iu g lm cho h tht bi.
1.3.3 I TNG CH YU CNH TRANH VI CNG TY BN Hy chn cc i th cnh tranh ch yu so snh vi cng ty ca bn. Hy nh gi vic thc hin cc hot ng tip th ca h v nhn bit cng v loi e da m h a ra, cc chin lc chnh, khi im hin nay v sch lc tn cng (nhm n cng ty ca bn). Phn tch ngn gn cc yu t sau v so snh vi cng ty ca bn: Sn phm/dch v a ra (c tnh, c im, tin ch) Quy m (xt v doanh s, th phn, c s h tng, nn tng khch hng) i tng u im v nhc im Gi tr thng hiu: khch hng thn thuc, hnh nh thng hiu, s nhn bit thng hiu, s cng nhn thng hiu v danh ting thng hiu. Cc chin lc qua, hin ti v tng lai. Chin lc tip th (cc chi ph cho vic to v th, thng hiu, qung co, phng tin truyn thng)
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Hiu qu trong cu trc chi ph ( th d: tit kim v quy m hay lnh vc, phng php hp l, JIT , vv.) Mc hi nhp cao nht Qu trnh i mi u im qun l u im phn phi Ngun ti chnh
Tm lc cc thng tin v i th cnh tranh ch yu trong bng di y:

Th phn i th ( T) M t sn phm hay dch v c im ca sn phm hay dch v u im Nhc im Chin lc tip th Mc gay gt (Cao, Thp, Trung bnh) Mc e da (Cao, Thp, Trung bnh)
T trc tip i th 1 i th 2 T gin tip i th 3 i th 4 T d b i th 5 i th 6 T tng lai i th 7 i th 8 T Sn phm lin quan i th 9 i th 10
BNG 2. Cc i th cnh tranh chnh 1.3.4 LI TH CNH TRANH Cho bit kh nng cnh tranh ca bn, cc ngun lc v li th cnh tranh. So snh kh nng ch yu ca bn c lin quan n kh nng ca i th.
1.3.5
h
BN CHIN LC NHM Xy dng mt bn chin lc nhm trong lnh vc ca bn (xem H1 di y) 1. Nhn bit cc c im chnh cho thy s khc bit gia cc cng ty trong lnh vc (gi c/cht lng, phn loi sn phm, s lng phn khc hot ng, a l hot ng, mc hi nhp, s lng knh phn phi, nh hng dch v khch hng, vv) 2. V mt bn c 2 trc vi mt c im phn bit cho mi trc. 3. nh du cc i th trn bn . 4. Tp hp cc i th cng vng trn bn bng cch khoanh trn chng li. Kch thc ca vng trn c th xem tng xng vi tng th phn ca nhm. Hoc Khoanh trn tng i th. Kch thc ca vng trn c th xem tng xng vi th phn tng i ca cng ty.
CAO
Cng ty A Cng ty B Cng ty C
Gi c/Cht lng
Cng ty D Cng ty E
Cng ty
Cng ty F Cng ty G
Cng ty H
THP Vi
Lnh vc th trng hot ng
Nhiu
HNH 1. Bn Chin Lc Nhm 1.4 PHN TCH KHCH HNG 1.4.1 Kch thc phn khc Lit k kch thc phn khc thch hp nht i vi th trng ca bn (th d: dn s, hnh vi, khu vc a l, thi quen mua sm, tnh khng thay i, hng loi chp nhn [i mi, sm chp nhn, a s sm, a s tr, chm tr], nm vng hoc tip cn vi cng ngh, vv)
1.4.2 Th trng mc tiu Nhn bit th trng mc tiu (xem Phn 3.2.1 v tm lc ca th trng mc tiu) 1.4.3 D an nhng thay i Nhn bit cc thay i d kin v nhu cu ca khch hng mc tiu. Nhn bit cc thay i d kin v hnh vi mua sm. Nhn bit cc thay i d kin v nhn thc v thi ca khch hng. Nhn bit cc thay i ny s nh hng nh th no ln chin lc ca i th cnh tranh. Nhn bit cc phn khc no s tr thnh mc tiu y tim nng ca bn. Cung cp cc thay i c d an trong cc phn khc th trng. Phn khc no ang pht trin hoc ang suy yu v ti sao ? T l pht trin. Quy m phn khc lin quan. c im ca cc phn khc.
1.5 PHN TCH SWOT Lit k trong bng v im mnh v im yu bn trong ca cng ty bn, nhng s e da phi i u v cc c hi m th trng ban tng. Cc yu t c tho lun trn (th d: li th cnh tranh) nn c th hin trong bng di y (Bng 3)
U IM Th d: Cc yu t mang n li th cnh tranh C cu v gi / qui trnh sn xut hiu qu Nm vng k thut S ni ting Sn phm cao cp Lc lng lao ng c tay ngh cao Quan h tt vi cc thnh vin quan tr ng trong lnh vc. NHC IM Th d: Thiu s i mi Km thch nghi vi iu kin th trng Ngun ti chnh hn hp Qun l yu km Thi gian trin khai sn phm qu lu Thng hiu khng gy n tng Dch v khch hng khng ng tin cy
C HI Th d: Sp nhp th trng Nhu cu gia tng Thay i th hiu ngi tiu dng Cc quy nh mi Knh phn phi mi
S E Th d:
DA i th cnh tranh mi Nguy c mt ngun h tr ti chnh t X Cc quy nh mi Gim dn s Th trng bo ha
BNG 3. MA TRN SWOT
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1.6 PHN TCH CC HAT NG TIP TH ( Nu c) 1.6.1 Phn tch cc chng trnh tip th ca cng ty M t cc chin lc c cng ty ca bn s dng cho tng phn khc th trng. o Chin lc to mc tiu o Chin lc nh v o Chin lc v thng hiu o Chin lc qung co o Chin lc quan h cng chng o Chin lc qung b Lit k cc chi ph tip th v cc phng tin truyn thng. nh gi vic thc hin cc hot ng tip th hin nay. So snh vic thc hin qung co ca cc phng tin truyn thng c s dng. Nhn bit cc yu t cn thit xem xt li da trn cc yu t trn trong bn Phn Tch Tnh Hnh. Phn Tch Cc Ngun Lc V Tiu Chun Cho bit k nng v kinh nghim ca gim c v nhn vin ph trch tip th. Lit k cc tiu chun c s dng nh gi s hiu qu ca cc chin dch v nh gi s hu ch ca chng. Lit k ngun ti chnh hin c cho vic tip th. Lit k ngun nhn lc hin c cho vic tip th. u im ca Thng hiu Ch ra tnh trng ca hnh nh thng hiu Ch ra mc ca : - S thn thuc ca khch hng - S hi lng ca khch hng - S nhn bit thng hiu - S cng nhn thng hiu - S ni ting ca thng hiu
1.6.2 1.6.3
2. MC TIU 2.1 Mc Tiu Ca Cng ty Ch ra cc mc tiu ca cng ty Ch ra cc mc tiu ca b phn Ch ra cc mc tiu ca n v kinh doanh
2.2 Mc Tiu Th Trng
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2.2.1 Ngn hn (khong 1 nm) Thit lp cc mc tiu c bit v c th o lng c cho thy cc mc mong mun v doanh s, th phn, cc bin s v thng hiu, ROI, vv. , da trn thi hn c bit v khu vc th trng /doanh s th trng. Th d: Pht trin khch hng thn thuc (to ra t l X % ca vic kinh doanh lp li trong Nm 1) Gia tng s nhn bit thng hiu trong phn khc th trng X t X% ln Y% trong Nm 1) Pht trin t l giao tip khch hng mc tiu t 90% trong mi chin dch. To dng s nhn bit thng hiu ca sn phm mi s c a ra trong qu ti. C c ti thiu 30 khch hng mi trong phn khc th trng X cho mi qu. Bn c 100 sn phm mi tun. t c mc cao v s hi lng ca khch hng, khong 95% s khch hng mc tiu. Gia tng 5% th phn trong phn khc th trng X mi nm. Gim chi ph tip th khong 10 % trong 6 thng ti.
Di hn (t 3 n 5 nm) Thit lp cc mc tiu c bit v c th o lng c cho thy cc mc mong mun v doanh s, th phn, cc bin s v thng hiu, ROI, vv. , da trn thi hn chung v khu vc th trng /doanh s th trng. Th d: Tr thnh thng hiu s mt trn th trng vo Nm 5. Xy dng s nhn bit qung co mnh m v sn phm X trong 3 nm ti. Ginh c 20% khch hng ca i th cnh tranh vo Nm 4. Gim chi ph cho mi khch hng mi cn X vo Nm X. Lm cho thng hiu ca chng ta ng ngha vi yu t cm tnh/l tr X. Gia tng x % tng li nhun ca dng sn phm A vo Nm 3. Bo m cho cc i tc bng tt c nh phn phi chnh trong th trng X.
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3. CHIN LC MARKETING 3.1 Chin lc phn khc th trng Nhn bit bn s phn khc th trng ra sao. Cc loi chin lc phn khc chnh nh sau (bn cng c th chn s kt hp cc chin lc): Phn khc theo a l: Phn khc khch hng da vo v tr a l (thnh ph, quc gia, m vng, khu vc thnh th, thi gian ca cng mt khu vc...). Phn khc theo ngi s dng sn phm: Phn khc khch hng da vo vic s dng sn phm (s tin v/hoc cc mu tiu th ca mt loi sn phm hay thng hiu). Phn khc theo li sng: Phn khc hng da vo li sng ca h (bao gm: gi tr, nim tin, nhn thc, cc hot ng gii tr, s thch v cc s kin x hi, s am m th thao, s dng phng tin truyn thng, quan im chnh tr).
Lit k cc phn khc th trng chnh.
3.2 Chin lc mc tiu Nhn bit chin lc mc tiu thch ng vi cng ty ca bn. iu ny s quyt nh phn khc th trng no (Nh c thit lp phn trn trong Phn 3.1 Chin lc phn khc th trng) m bn s tp trung vo. 03 chin lc mc tiu chnh l: Th trng chung: tm kim th trng nh mt khi a ra nhng p ng cho nhu cu chung. Th trng phn bit: tm kim nhng phn vng th trng khc nhau p nhu cu cho tng hng. Th trng mc tiu: tm kim phn vng th trng nh hoc tiu phn vng p ng.
Th trng mc tiu Xc nh (cc) th trng mc tiu c chn Cung cp cc thng tin v th trng mc tiu ca bn qua cc d liu di y: Con ngi: o Tui o Gii tnh o Tnh trng x hi o Ngh nghip o Tn gio o Dn tc o Quc tch o Thu nhp o Giai cp x hi
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Hon cnh tinh thn o Cch sng: o Thi v nim tin: o S nhn thc: o Tnh cch: o Loi ph hp Tiu th v m hnh s dng o o o o o o ng c mua hng H mua khi no, u v nh th no T l s dng H c thng mua hay khng? Cc tnh hung quan trng dn n mua hng Ai l ngi quyt nh mua hng v ai l ngi mua hng?
Tip th v kch c thng hiu o o o o Cc phn hi c th i vi cc chng trnh tip th Tip th rng ri S hiu bit v thng hiu Khch hng chn mt sn phm l da vo thng hiu hay thuc tnh sn phm? o S thn thuc i vi thng hiu o S hi lng ca khch hng o Khch hng chn la cc thng hiu cnh tranh nh th no?
Tnh cht v mi quan h ca bn vi khch hng o Gp trc tip, in thoi, Internet, th t o Tnh gn gi ca mi quan h o Bn c thng yu cu thng tin phn hi t khch hng hay khng? o Bn c thng lin lc vi khch hng hay khng?
3.3 Giai an sng ca sn phm Nhn bit giai on pht trin v sn phm ca bn (th d: Mc chp nhn sn phm ca bn trn th trng) v nhn bit thng tin thch hp a vo chng trnh qung co v sn phm ca bn. C 03 giai an ch yu l: Giai on sng lp o Vic qung co c dng trong giai on ny nhm gii thiu khi nim mi, thay i nhng thi quen v c tnh gio dc. Giai on Cnh tranh
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o Vic qung co c dng trong giai on ny nhm thit lp th mnh v sn phm ca bn trong cnh tranh. Giai on cng c o Vic qung co c dng trong giai on ny n gin l nhm cng c hoc nhc nh khch hng v cht lng sn phm v c th trng chp nhn sn phm ca bn.
3.4 Cc chin lc thay th 3.4.1 Thit lp chin lc Lit k cc chin lc tip th ch yu m cng ty bn c sn. Cung cp cc phn vng c nhn mnh v chin lc mc tiu v m t tm tt cc yu t ch yu ha hp vi th trng ca mi chin lc (sn phm, a im, khuyn mi, gi c) (cc yu t ha hp vi th trng s c cp chi tit trong Phn 4.1 Hi nhp th trng). Cc chin lc tip th c th c da vo cc chin lc kinh doanh chung di y: Chin lc phn bit Chin lc tip th s phn bit cng ty ca bn vi cc i th cnh tranh bng cch lm ni bt tiu chun quan trng nh l gi c, cht lng, dch v khch hng.. 1. Chin lc tip th c th ct gim chi ph thng qua qu trnh sn xut/phn phi v/hoc thc hin chnh sch gim gi c bit v cung cp sn phm t chun cho tt c cc phn khc th trng. Chin lc tp trung vo s khc bit hoc chin lc Niche Chin lc tip th Niche c p dng tp trung vo s khc bit r rt, thng l th trng phn khc nh v phn khc khng ni bt, v tha mn tt c cc yu t ha nhp th trng r rng i vi phn khc. Chin lc tp trung vo chi ph Chin lc tip th s cho ra sn phm vi chi ph thp i vi th trng phn khc nh. 3.4.2 ng h v phn i chin lc Chin lc #1: Xc nh chin lc ng h:
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Chin lc ng u v chi ph
Phn i: Chin lc #2: Xc nh chin lc ng h: Phn i: Chin lc #3: Xc nh chin lc ng h:: Phn i: 3.5 Chin lc ct li Nhn bit v chng minh cc chin lc tip th c chn s c s dng t c cc mc tiu tip th. Gii thch cc chin lc tip th c th lm thay i sn phm / lnh vc v p li cc hot ng ca i th cnh tranh nh th no. Nhn bit cc loi tip th c s dng nh l mt phn ca chin lc ct li Th d: Sch lc tn cng Tip th phng th Duy tr s tng trng u n Tip th kn o Lm theo i th cnh tranh Trnh n i th cnh tranh Tip th theo phng php truyn thng (in n, truyn thanh, truyn hnh, ngoi tri, quan h cng chng) Tip th qua cng chng: li ni, tip th bng cch gy n o Tip th tng tc, Tip th k thut s Tip th trc tip, Tip th nh vo mi quan h Tip th chn thnh th Tip th qua np sng, kinh nghim, s kn
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3.5.1 Chin lc nh v -
Tip th hng vo gii tr Tip th hng vo khch hng trung thnh T on b th trng, cc phn khc c chn Sn phm phong ph/ n gin v cc c tnh Cht lng sn phm tt/va/km Sn phm c/va/r Bao b c o Phn phi rng khp/c quyn
M t v tng bn hng c o ca cng ty bn v lm th no phn bit c tng ca cng ty bn vi tng ca cc i th cnh tranh. a ra chin lc nh v ca cng ty hay chin lc nh v i vi tng sn phm hay tng sn phm gia nh. Cung cp Khu hiu hoc cc tuyn b v v th ca cng ty i vi tng sn phm. Cc chin lc nh v c th da vo cc yu t sau; Thuc tnh ca sn phm Li ch ca sn phm p ng c nhu cu m i th cnh tranh khng lm c Cc phng thc/c hi tip xc khch hng Ngi s dng So snh trc tip vi i th cnh tranh Trnh n i th cnh tranh Nhiu loi sn phm Ch ra v th ca cng ty s lun gi vng qua cc phn khc mc tiu khc nhau hay khng, nu khng cho bit v th trn tng phn khc.
3.5.2 Thng hiu Cung cp cc chin lc v thng hiu da trn v th. Ghi chi tit v tn thng hiu v thng tin lin quan. Hng dn phong cch ca cng ty Khu hiu /biu trng ca sn phm v cng ty Nhn dng thng hiu, tnh cht v s kt hp Tn thng hiu Bao b
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4. CHNG TRNH MARKETING 4.1 Marketing phi hp Xc nh cc yu t chnh trong vic ha nhp th trng ca bn (theo chi tit di y). Hy iu chnh thi gian v trnh t cc yu t v gii thch chng s h tr vi nhau nh th no. 4.1 Sn phm + Nhn bit dng sn phm chnh v cc dng sn phm ph. Nhn bit cc thuc tnh ch yu ca sn phm (chng hn nh cc c im, cht lng, phn loi sn phm theo mc ph bin, bao b, ) s hoc c thc hin nhm p ng cc nhu cu th trng nhm n v theo chin lc th trng. Cung cp mc t c ca cng ty i vi tng thuc tnh, th d nh: Thuc tnh: c im Tiu chun sn phn thp v c im Thuc tnh: loi sn phm c a chung c chn la rng ri trong nhiu sn phm khc nhau trong cng dng sn phm. Thuc tnh: cht lng Sn phm c cht lng cao Thuc tnh: tin tng/s bo hnh Ch bo hnh v han tr r rt o Cung cp tn, hnh dng, chc nng, c im v tin ch ca sn phm. o So snh sn phm bn a ra vi sn phm ca cng ty cnh tranh chnh. o Nhn bit nh th no/khi no nhng sn phm mi c gii thiu ra th trng hoc nhng sn phm b tht bi. o Nhn bit nhng i thay trong qu trnh sn xut. 4.1.2 nh gi + Din gii gi bn c quyt nh nh th no. Din gii chin lc nh gi (th d nh gi chung trn th trng, gi thm nhp th trng, gi thp nht ca nh cung cp, gi theo a l, sn phm trn gi, .) v n lin quan n chin lc tip th chung nh th no. So snh gi c vi chi ph. a ra cc k hoch gim gi Trnh by cc trng hp iu chnh gi ( th d nh theo gi quc t, i ph vi gi ca cng ty cnh tranh, gi c theo a l, .)
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4.1.3 S phn phi + Ch r vai tr ca vic phn phi khi p dng trong chin lc tip th (nh l phn phi c quyn, thm nhp ton b th trng, phn phi chn lc) Nhn bit cc khu vc a l, lnh th ph trch kinh doanh. Ch r cc loi knh phn phi (chng hn nh: bn trc tip, gin tip, c nhn, s lng v loi hnh trung gian nh bun l, nh bun s, nh phn phi, i l) Ch r ngi trung gian l ngi: 4.1.4 Qung co ti Chun b cc ch c chn lc theo chin lc tip th: s ku gi v cc thng ip c truyn ti h tr cho chin lc tip th (c th da trn cc xut bn hng c o ca bn). Chun b cc loi qung co: Loi to cm xc Thu thp cc thng tin nghin cu th trng Cung cp cc thng tin nghin cu th trng ln v xung ca chui cung ng. Qung co sn phm ca bn. Tng gi bn Thng tho vi khch hng hay vi trung gian ca h. Vn chuyn v tn tr hng ha.
Khi xng cc ph xng xc cm qua cc li ku gi c tnh tm l v h n i . Loi c tnh thc t
Ch ra cc s kin c thc/ cc dn chng khoa hc Loi c tnh sng to
S dng cc biu tng, hnh tng, ngh thut v cc iu tng t. Loi mang tnh so snh
So snh trc tip sn phm ca bn vi sn phm ca cc cng ty cnh tranh. o Bng bo co (nu c)
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o Nhn s/i l ph trch thi hnh 4.1.4.2 Phng tin truyn thng Gii thch vic chn la cc phng tin truyn t kt hp vi loi qung co. In n Truyn thanh Truyn hnh Ngoi tri S kin Quan h cng chng/ qung b Trc tuyn
Hy gii thch mi phng tin truyn t s c dng nh th no trong vic sp xp thi gian, trnh t v hip lc nhau. Trnh by cc mc tiu qung co cn t c bng phng tin truyn t trong cc lnh vc: Tm hot ng S trnh by Tn s S lin tc S nhn bit S hng ng c bit vv.
Tm tt cc thng tin v vic sp xp thi gian v trnh t trong bng dI y:
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Phng tin
Thng 1
Thng 2
Thng 3
Thng 4
Thng 5
Thng 6
Thng 7
Thng 8
Thng 9
Thng 10
Thng 11
Thng 12
In n
Truyn thanh
Truyn hnh
Ngoi tri Trc tuyn
S kin Quan h cng chng/ qung b
BNG 4. K hoch s dng phng tin truyn thng Qung co loi A : Din gii Tun hon HOC s lng in HOC s ln lm HOC s ln lp t HOC thi gian pht song + lng thnh gi HOC s s kin. Qung co loi B: Din gii Tun hon HOC s lng in HOC s ln lm HOC s ln lp t HOC thi gian pht song + lng thnh gi HOC s s kin Qung co loi C: Din gii Tun hon HOC s lng in HOC s ln lm HOC s ln lp t HOC thi gian pht sng + lng thnh gi HOC s s kin Qung co loi D: Din gii Tun hon HOC s lng in HOC s ln lm HOC s ln lp t HOC thi gian pht sng + lng thnh gi HOC s s kin.
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4.2 Cc chng trnh dnh cho khch hng thn thuc M t cc chng trnh dnh cho khch hng thn thuc Chng trnh dnh cho khch hng thn thuc gm c cc loi chnh sau: Chng trnh tng thng: tng cc phn thng cho khch hng mua nhiu ln bng cc hnh thc tng im hay phiu nhn qu, c th hon i thnh cc sn phm khc. Chng trnh cm t: tng cho cc khch hng thn thuc cc sn phm/ hay dch v km theo hoc cc loi tn vinh khc. Chng trnh i tc: cng tc vi cng ty khc tng cho khch hng thn thuc cch i x c bit v sn phm ca cng ty . Chng trnh gim gi: Tng sn phm vi gi c gim hay min ph mt khi khch hng mua hng t n mt s tin no . Chng trnh thu ht: Tin t ho s quan tm ca khch hng qua vic h tr cc hot ng ti a phng, s kin, hay cc t chc t thin tnh trn mi ln mua ca khch hng.
4.3 Dch v v H tr khch hng Nhn bit cc yu t ch yu v dch v v h tr khch hng c lin quan n chin lc tip th. Ch ra tt c yu t trong dch v khch hng: Gi gic phc v khch hng Mc v phng thc ca dch v/ h tr khch hng c a ra (in thoi Cc mc thc hin s c duy tr Tin ch ca cc dch v/ng dng k thut (th d: t l phn trm thi gian ngh my ca my ch phc v. Thi gian tr li nhng thc mc ca khch hng. Thi gian yu cu gii quyt vn .
4.4 Nghin cu th trng Nhn bit cc thng tin khch hng cn thit cho vic thc hin thnh cng chng trnh tip th. Din gii cc thng tin nghin cu th trng c thu thp, tn tr v cp nht nh th no.
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4.5 Bn hng trc tip

Nhn
bit cc yu t trong chin lc bn hng trc tip nu thch hp
Nhn bit lc lng bn hng cn c o S ngi bn hng theo yu cu o Tiu chun ngi bn hng theo yu cu o Loi hng trnh by cn dng
4.6 Lng tin v s tn nhim Nhn bit lm th no c c lng tin v s tn nhim o o o o o Qung co Giy chng nhn S bo hnh Du xc nhn / s tin c ca chuyn gia Th nghim / hng mu / chng minh
4.7 Xc tin thng mi M t cc yu t trong xc tin thng mi vi cc nh phn phi v/hoc cc i tc.
5. K HOCH THC HIN 5.1 Thit k v trin khai sn phm 5.1.1 Cc yu cu k thut Cung cp danh sch cc thay I hoc b sung i vi sn phm k c bao b (theo nh yu cu ca chin lc tip th) Lp k hoch cho cc bc ni b c yu cu thc hin cc thay i (cc cuc hp pht huy sng kin, bin tp cc xut, chi ph v vic phn tch tnh kh thi, vic chn la phng thc, s nht tr gia nhng ngi ra quyt nh, xem xt li quyt nh cui cng, vv) Chi tit cc thay i c yu cu i vi phng thc sn xut. Ch ra cc yu cu khi s nhng i thay ny. K c k hoch kim tra, xem xt li tin trin v nh gi cui cng v sn phm.
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5.1.1.1 Cc yu cu I vi ngun bn ngoi B nhim nhn vin ph trch vic thit lp cc yu cu i vi nh cung cp, a ra cc xut, so snh cc ngh cho hng, la chn nh cung cp v thng tho. Thit lp k hoch mua hng cho cc nh cung cp v so snh cc ngh. Thit lp k hoch gI cc xut yu cu n cc nh cung cp dch v, ngi bn hng, ngi cung ng hoc i tc v thi hn cui cng cho vic chn nh cung cp.
5.1.2 Cc yu cu tip th Cung cp bn k khai chi tit ca ngi chu trch nhim vit bo co m t sn phm mi v cc ti liu b sung.
5.1.3 Cc yu cu v gi c Trnh by chi tit cu trc gi mi o o o o Chi ph Gi s Tng gi Gi bn l ngh
Lit k cc ti liu kinh doanh s cn phi cp nht v ch nh cng vic cho nhn vin chu trch nhim. Lit k cc d liu v h s k thut s cn cp nht v ch nh nhn vin chu trch nhim.
5.1.4 Cc yu cu v ngun lc Lit k dng c, thit b, c s vt cht hay cc yu t khc c yu cu thc hin cc thay i ca sn phm. Ch nh nhn vin ph trch vic xc nh cc hng mc yu cu c bit v thc hin vic mua hng.
5.2 Marketing v bn hng 5.2.1 nh v, thng hiu & T liu v cng ty Ch nh trng phng th trng ph trch chin lc v thng hiu v v th ca cng ty. Ch nh gim c sng to ph trch vic hng dn tc phong cng ty v ng li ch o sng to (trong vic s dng thng hiu, biu trng, khu hiu, b mt cng ty, mu sc, vv) Cc kho hun luyn ton cng ty phi c t chc truyn t cc chin lc v thng hiu v v th ca cng ty. Cc hng dn ngn gn v sng to di y phi c in vo:
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THNG HIU: [TN]
Ngy: [Thng, Nm]
GI TR THNG HIU HIN TI Cc yu t cm tnh Cc yu t l tr
GI TR THNG HIU MONG MUN Cc yu t cm tnh Cc yu t l tr
TT C PHNG THC I THOI Nn lm Khng nn lm
Ngy: [Thng, Nm] SN PHM hoc THNG HIU: [TN] S THEO DI CH YU Yu t th trng quan trng nht s nh hng chochin lc qung co. THU HIU KHCH HNG im nhy cm hoc bc xc ca khch hng m vic qung co nn bt u t . I TNG I THAI Mc tiu chnh ca vic qung co.
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TRIN VNG Thng hiu tng trng cho ci g v lm th no n c c ch ng trong suy ngh ca khch hng.
I TNG Ai l i tng mc tiu ? Khch hng cm nhn th no v thng hiu ?
H TR iu g dn n trin vng ca thng hiu?
C th c thc hin cho tng chin dch qung co hay cho ton b chin lc tip th. 1. Phn cng trch nhim v vic ng k thng hiu. 2. Phn cng trch nhim v vic to ra cc ti liu cng ty v cc thng tin mang biu trng v th v thng hiu ca cng ty. 5.2.2 Qung co Phn cng trch nhim ph trch v nghin cu, lp k hoch, sng to, xem xt, ph duyt, v th nghim vic qung co v t hng cc phng tin truyn thng. Trnh by chi tit cc yu t c lm trong nhm v ngun bn ngoi ( th d nh thit k qung co, in n, th t, vv) Ch nh nhn vin ph trch vic thit lp cc yu cu i vi nh cung cp, a ra cc xut, so snh cc ngh cho hng, la chn nh cung cp v thng tho. Thit lp k hoch mua hng cho cc nh cung cp v so snh cc ngh. Thit lp k hoch gi cc xut yu cu n cc nh cung cp dch v, ngi bn hng, ngI cung ng hoc I tc v thi hn cui cng cho vic chn nh cung cp.
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5.2.2.1 Th nghim th trng (Nu cng ty bn c nhng ngun lc hu hiu trong tay, mt cuc th nghim th trng l cch tt nht nh gi chin lc tip th ca bn. Th trng c chn la th nghim thng c dn s nh trong th trng mc tiu ca bn, phn no hi b tch bit, cung cp nhng phng tin tng i khng t lm qung co v khng cho thy c s tin tng mnh lit no v thng hiu) Trnh by chi tit cc thng s ca vic th nghim th trng: Cc c im ca th trng Quy m th nghim (cc sn phm c bit so vi ton b dng sn phm, cc knh phn phi (khng) hn ch, vic s dng truyn thng (khng) gii hn, vv) Sp xp thi gian Thit lp cc tiu chun cho vic phn tch s thc hin th nghim Thit lp cc mc thc hin phi tho mn tip tc chin lc nh ra. Chng trnh dnh cho khch hng thn thuc Ch r cc yu t c yu cu ca chng trnh c chn la. Ch nh nhn vin/phng ban ph trch vic xc nh v bo m cc yu t ca chng trnh nh nhn bit trong chin lc tip th. Sn phm min ph Thc hin h thng tnh im/ tng qu Phiu qu Chng trnh pht trin i tc Tm kim cc hot ng, s kin x hi h tr Thc hin vic theo di hot ng mua bn ca khch hng Cng ngh t c Ho nhp cng ngh vo h thng cng ty Phn cng nhn vin ph trch vic thu nhn v thc hin phng php c c s tn nhim. Gii thch lm th no s tin tng v tn nhim s c c qua cc phng thc sau (chn ly mt hoc nhiu phng thc lin quan): Qung co Giy chng nhn S bo hnh Du xc nhn / s tin c ca chuyn gia Th nghim / hng mu / chng minh Khc
5.2.3
5.2.5 Lc lng bn hng T chc cc t v b phn bn hng da vo cc phn cn t n. Phn cng t bn hng theo khu vc a l. Phn cng t bn hng theo dng sn phm.
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Phn cng t bn hng theo khch hng c bit hoc theo cc loi khch hng. Phn cng t bn hng theo cc chc nng c bit. Ch r loi v s lng ngi c yu cu cho tng t hay tng khu vc hay tng b phn. Ch r cc ti liu kinh doanh cn c v hun luyn tng nhn vin bn hng theo yu cu. Ch nh nhn vin ph trch trin khai vic trnh by kinh doanh. Ch nh nhn vin ph trch vic thu mn, hun luyn, thc y v lp chng trnh. Ch nh thnh vin trong mi t ph trch vic phi hp thng tin gia cc b phn.
5.2.6 Dch v khch hng Ch r cc yu cu i vi nhn vin S lng nhn vin Loi nhn vin (trong gi/ngoi gi) Gi lm vic Trch nhim Hun luyn
Ch r cc chnh sch dch v khch hng Ch nh/ thu mn nhn vin ph trch vic thu mn, hun luyn, lp chng trnh.
5.2.7 Nghin cu th trng Ch r cc thng tin th trng ch yu c th thu thp t cc ngun trc tip nh: Bn hng tn tay Giao dch th t vi khch hng (in thoi, email, fax, th tn) Kho st Bo co kinh doanh Ngun khc Ch r cc thng tin th trng th yu c th thu thp c h tr cho cc chin lc th trng hin ti v tng lai. Ch nh nhn vin ph trch vic thit lp cc phng php x l thng tin. Ch nh nhn vin ph trch vic thu nhn/tch hp cc thng tin, lu tr, truy cp tin v phn tch h thng (th d: phn mm CRM)
5.3 Nh phn phi Lit k cc loi nh phn phi theo yu cu bi chin lc tip th cho tng khu vc.
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Phn cng nhn vin ph trch vic thit lp cc yu cu i vi nh cung ng, yu cu cc xut, so snh cc ngh, chn la nh cung cp v thng tho.
5.3.1 Ti liu tip th Ch nh nhn vin ph trch vic ln k hoch, to dng, xem xt v ph duyt cc ti liu kinh doanh cung cp cho nh phn phi. 5.4 Cc yu cu v ngun lc Lit k cc thit b, phng tin, nguyn liu th, hng ha hon chnh v vt t vn phng theo yu cu thc hin thnh cng k hoch tip th. Phn cng nhn vin ph trch vic xc nh cc yu cu v cc hng mc c bit v thc hn vic mua hng.
5.5 Lp chng trnh Cung cp mt bng (xem trang k) m t khung thi gian ca cc cng vic quan trng v ngi c ch nh cng vic.
CNG VIC THIT K V TRIN KHAI SN PHM - Nhim v chnh 1 - Nhim v chnh 2 - Nhim v chnh 3 - Nhim v chnh 4 KINH DOANH & TIP TH - Nhim v chnh 1 - Nhim v chnh 2 - Nhim v chnh 3 - Nhim v chnh 4 NH PHN PHI - Nhim v chnh 1 - Nhim v chnh 2 - Nhim v chnh 3 - Nhim v chnh 4 NGUN THU NHN - Ngun 1 - Ngun 1 - Ngun 1 - Ngun 1 . NGY BT U NGY KT THC NGI PH TRCH NHN XT
BNG 5. Bng theo di cng vic ang thc hin
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6. NH GI V GIM ST VIC THC HIN 6.1 Gim st cc chin dch qung co 6.1.1 Tiu chun thc hin
Lit k cc tiu chun s c dng o lng mc thnh cng ca chin dch qung co. S thnh cng c th c da vo: i tng tip th. Mc ch c bit ca chin dch. Kt qu trc y. Mc trung bnh trong lnh vc.
Cc th d v tiu chun: Da vo hnh vi: S ngi vo trang web, thi gian lu li, mc ch , s ln truy cp S cuc in thoi gi n S ln than phin S thay i v hnh vi ca khch hng/ v phng thc mua hng vv. Da vo chi ph: T l thay i (t l khch hng thc hin cc hnh vi c bit) Chi ph dnh cho vic nhn khch hng mi / chi ph mi thng v ROI vv.. Da trn bin s v thng hiu Mc tha mn ca khch hng n tng ca khch hng v thng hiu/ sn phm Mc nhn bit thng hiu Mc thn thuc ca khch hng vv. Kt hp (S phi hp cc yu t trn)
6.1.2 Chi ph qung co Xc nh t l chi ph qung co trn doanh s cho dng sn phm (tng chi ph cho dng sn phm chia cho doanh s tnh bng -la to ra t dng sn phm hay t nhn vin bn hng hay t khu vc bn hng x 100) Xc nh t l chi ph qung co sn phm trn tng chi ph qung co (chi ph qung co sn phm chia cho tng chi ph qung co x 100) Qua vic in vo bng 6 di y, bn c th: 1. Phn tch tng chi ph qung co so vi doanh s v li nhun. 2. So snh vic thc hin tng sn phm hay tng khu vc hay tng phn th trng hay tng b phn. 3. So snh vic thc hin ca tng phng tin truyn thng.
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Tng s
Doanh s rng Chi ph qung co In n Truyn thanh Truyn hnh Ngoi tri S kin Quan h cng chng Trc tuyn Tng chi ph T l % gia chi ph qung co v doanh s Li nhun rng T l % gia chi ph qung co v li nhun S khch hng mi Chi ph qung co cho vic nhn mt khch hng mi (chi ph qung co chia cho s khch hng mi) In n Truyn thanh Truy n hnh Ngoi tri S ki n Quan h cng chng Trc tuyn Chi ph trung bnh cho vic nhn khch hng mi
150,000 9,000 1,000 5,000 4,000 2,400 2,000 4,500 $27,900 19%
Sn phm A (hay Khu vc 1 hay Thi trng X hay B phn) 30,000 1500 500 2000 600 1,200 500 500 $6,800 23%
Sn phm B
Sn phm C
Sn phm D
Sn ph m E
in vo cc thng tin cho tng sn phm hay cho tng khu vc hay cho tng phn th trng hay cho tng b phn rt ra s so snh gia cc loi (ct) v gia cc phng tin truyn thng.
$37,000 75%
$10,500 65%
2,000
150
$4.5 $0.5 $2.5 $2 $1.2 $1 $2.25 $14
$10 $3.3 $13.3 $4 $8 $3.3 $3.3 $45
BNG 6. Phn tch chi ph qung co cho [NM]
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Nhn bit chi ph qung co ring bit Trong bng trn, chi ph cho vic thu nhn mt khch hng i vi tng phng tin truyn thng c tnh vi gi nh rng s khch hng mi to ra bng nhau cho tng phng tin. Tuy nhin, trong thc t, s khch hng sinh ra t tng phng tin th khng nht thit phi nh nhau. c c s chnh xc hn v chi ph qung co cho mt khch hng mi, phi thc hin mt h thng to ra v theo di cc m s qung co, tem phiu, hay cc trang web m khch hng c th truy cp hoc phi tham kho khi mua hng. Thm vo , c th hi thm khch hng v loi qung co no h thy ti thi im mua hng (hoc qua mt phiu thm d c in ti lc mua hng). 6.2 Phn tch kinh doanh 6.2.1 K hoch bo co Thit lp mt chng trnh (c tnh thng xuyn) cho vic lm cc bo co v kinh doanh (c thng tri n gim c th trng) Hng ngy/ hng tun Hng thng/hng qu Hng nm Mi chin dch Mi ng thi ca i th cnh tranh (nh chin dch qug co, quan h cng chng, gii thiu sn phm mi, vv..)
6.2.2 S suy gim kinh doanh Vic suy yu kinh doanh c yu cu thit lp trong bo co kinh doanh. Vic kinh doanh suy gim c th do: Khu vc kinh doanh i din kinh doanh Sn phm, hnh thc bao b, kiu dng sn phm, mi v sn phm, vv. Loi khch hng (mi /c) Loi khch hng th theo dn s, ngh nghip, quy m Phng thc mua hng: in thoi, th t, trang web, bn trc tip S lng n mua hng Hoa hng nhn vin vv.
6.2.3 nh gi theo chun mc Thit lp cc im chun c lin quan nht da vo vic kinh doanh c so snh: Lnh vc kinh doanh (cung cp th phn cho bn) Tham vn d liu/sch bo Mc tiu/ ch tiu kinh doanh S liu kinh doanh trc y D an (c lm trong nhm hay do cc nh phn tch trong lnh vc)
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6.2.4
Ch s thc hin
Nhn bit mc hoc ch tiu thc hin so snh vi doanh s thc t i vi tng sn phm hay tng khu vc hay tng phn th trng hay tng b phn. Bn c th so snh d liu doanh s thc t vi:
1. D ton da trn quy m dn s (khi khng c s khc nhau nhiu v thi quen mua hng ca dn s trong cc khu vc khc nhau) S gim dn s ca mt khu vc chim mt phn t l ca tng dn s trong th trng. Nhn tng doanh s th trng hng nm vi t l dn s ca khu vc c c doanh s d kin thu c cho khu vc . Chia doanh s thc t ca khu vc vi doanh s d kin ca khu vc, nhn vi 100 c c ch s thc hin cho khu vc ny. Th d: Th trng = Khu vc A + Khu vc B+ Khu vc C Quy m dn s = 10.000 khch hng tim nng Tng doanh s thc t hng nm = 150.000 US$
Dn s
T l dn s 30% 50 % 20 % 100%
Khu vc A Khu vc B Khu vc C Total
3,000 5,000 2,000 10,000
Doanh thu d kin cho khu vc $45,000 $75,000 $30,000
Doanh s thc t $30,000 $90,000 $30,000
Ch s thc hin 67 120 100
$150,000 $150,000
Kt qu 100 c ngha l khu vc ny ginh c doanh s tng ng vi doanh s d kin thc hin cho khu vc ny. Vi ch s trn 100 ngha l vt qu doanh s d kin thc hin v di 100 c ngha l doanh s thc hin thp hn doanh s d kin. D tnh da trn vic thc hin doanh s bnh thng. Mc doanh s bnh thng c th da trn: Nhng s liu trong lnh vc (trung bnh, d on v tin on) Doanh s ca mt khu vc so vi khu vc khc Th d: 1. Doanh s thc t khu vc A chia cho doanh s d kin ca khu vc A x 100 So vi 2. Doanh s thc t khu vc B chia cho doanh s d kin ca khu vc B x 100
33
Cng khu vc nhng giai on nm trc Mt i din kinh doanh (so snh vi tt c i in thc hin tt nht) S ln gi in thoi cn c c mt thng v S tin s dng qung co trn tng phng tin truyn thng S tin qung co trn tng phng tin chia cho tng doanh s x 100
Chi ph kinh doanh Th d: Chi ph cho nhn vin bn hng chia cho doanh s lm ra t nhn vin bn hng, x 100 (t l chi ph trn doanh s). Chi ph cho nhn vin bn hng chia cho chi ph trung bnh cho nhn vin bn hng x 100. Chi ph cho nhn vin bn hng chia cho doanh thu ca cng ty x 100. Bo co Li & L
Thit lp bo co li & l cho tng sn phm hay tng khu vc hay tng phn th trng hay tng b phn. Vic ny c th c lm trn c s tng qu hoc tng nm.
Bo co Li & L trong Qu 1 [ngy cui qu] [Nm]

Tng s Sn phm A (hay Khu v c 1 hay Th trng X Hay Department) 5,000 2,000 3,000 1,000 300 200 150 100 1,750 1250 Sn phm B Sn phm C Sn phm D
Doanh s rng T r Chi ph hng bn Bng Tng li nhun T r Chi ph hot ng Qung co Bn hng trc tip X l n t hng v xut ha n Kho bi v phn ph i Qun l Tng chi ph Bng Li nhun rng chia cho doanh s x 100 Bng T l % gia li nhun rng v doanh s
10,000 4,850 5,150 2,400 700 450 350 260 3980 1170
3,000 1,600 1,400 800 180 120 100 60 1080 320
1,000 650 350 300 120 80 50 50 600 (250)
1,000 600 400 300 100 50 50 50 550 (150)
11.7%
25%
10.7%
34
6.4 K hoch hi hp Thit lp k hoch hi hp xem li v theo di qu trnh hot ng tip th. Thit lp cc thi im kim tra nh gi li chn lc, xem xt b sung thm ci mi hoc nh gi li ngn qu.
6.5 H s khch hng Tm hiu v khch hng cng nhiu cng tt (nhng lun nh thng bo cho h bit hoc phi xin php h khi thu thp thng tin) Lit k cc loi thng tin cn thu thp. Theo di vic mua hng v phng tin qua vic s dng cng ngh CRM trong qu trnh kinh doanh. Cc thng tin c lu tr v phn tch: Dn s Ni c tr Ni mua hng Mua ci g Tn s mua hng Hng ng chin dch qung co Phng tin trao i vv.. Lit k cc loi phiu phn hi kin khch hng v cc phng php nghin cu th trng c trin khai: Cc nhm tp trung & bng cu hi Ngi mua hng n danh Kho st qua in thoi Kho st qua trang web Thit lp cc s kin c bit hay cc hot ng kch ng. Thit lp cc ng thi p ng cc s kin/hot ng c kch ng.
6.6 nh gi nhn lc bn hng 6.6.1 Cc bin s thc hin Nhn hng bit cc bin s quan trng nh gi vic thc hin ca nhn lc bn S cuc in thoi thc hin S ln n S ln trng by
S lng khch hng (s dng ch s, th d: 1.000 + nhn vin = 100; 500-999 nhn vin = 90; 200-499 nhn vin = 80; vv) Mc thc hin trung bnh ca khu vc Doanh s trung bnh ca thnh vin trong t bn hng S n t hng c c
35
Quy m trung bnh n t hng vv.. Nhn bit cc yu t v chi ph ca vic bn hng trc tip. Bi thng hng nm Hoa hng Chi ph hot ng Cc t l thc hin Nhn bit cc s liu trung bnh v t l quan trng o lng mc thc hin ca nhn vin bn hng (s dng cc bin s trn). Nhng s liu ca tp th nhn vin bn hng, ca tng nhn vin bn hng hay ca dng sn phm c th c dng nh gi vic thc hin doanh s ca khu vc, ca tng sn phm hay ca dng sn phm, hay ca nhn vin bn hng.
6.6.2
Th d: T l cuc gi t hng ca mt nhn vin bn hng (S ln t hng ca mt nhn vin chia cho s ln gi cho hng ca mt nhn vin x 100). Doanh s trung bnh ca mt nhn vin bn hng (Tng doanh s ca nhn vin bn hng tnh bng -la chia cho s thng v ca nhn vin bn hng). S thng v trung bnh ca khch hng. S thng v so vi t l quy m khch hng (s thng v ca khch hng chia cho ch s quy m khch hng). 6.6.3 Cc t l v chi ph Nhn bit cc s liu trung bnh v t l quan trng o lng mc chi ph cho nhn vin bn hng hay tng chi ph ca khu vc hoc chi ph cho dng sn phm (s dng cc bin s thc hin trn).
Th d : T l chi ph trn doanh thu ca nhn vin bn hng (chi ph ca nhn vin bn hng chia cho doanh thu tnh bng -la to ra t nhn vin bn hng x 100) T l chi ph trn doanh thu ca khu vc (chi ph ca khu vc/ca hng chia cho doanh thu to ra t khu vc/ca hng x 100)
6.6.4 K hoch bi thng Nhn bit cc phng thc c s dng b thng nhn vin bn hng : Lng cn bn Hoa hng Kt hp Chng trnh khch l sng kin. Nhn bit cc phng thc c s dng ng vin nhn vin bn hng. Ch tiu Tin thng vt ch tiu Chng trnh u i
36
7.
THNG TIN TI CHNH 7.1 Tm lc thng tin ti chnh Cho bit doanh s d kin ca Nm 1 v Nm 5 Cho bit th phn mong mun v khi no bn c th t c iu ny Cho bit cc gi nh chnh Lit k chi ph chnh cho ngun vn th trng Cung cp d an ROI i vi chng trnh tip th chnh Doanh s d an
Nm ri Nm1 Nm2 Nm3 Nm3 Nm5
Doanh s Tng li nhun EBITDA
7.2 Gi nh v ti chnh Cho bit cc gi nh cho php bn d on cc chi ph v doanh s. Chng c th lin quan n cc iu sau: T l thnh cng d kin ca chng trnh tip th iu kin th trng Chi ph lut php v thu v Hot ng / bn ca thit b D dng trong ku gi tn dng 7.3 Ngn sch 7.3.1 Qung co Trnh by chi tit cc ngun ngn sch s c cp cho qung co trong 2 nm ti.
Y1 Q1 In n Truyn thanh Truyn hnh Ngoi tri S kin Quan h cng chng Trc tuyn Mu Khc Tng cng Y1 Q2 Y1 Q3 Y1 Q4 Tng cng Nm1 Y2 Q1 Y2 Q2 Y2 Q3 Y2 Q4 Tng cng Nm2 Tng cng
Bng7. Ngn sch qung co

37
Cung cp biu thanh v t l chi tiu cho cc phng tin truyn thng trong nm 1 v Nm 2 Media Spending (%) Year 1
100 80 60 40 20 0 Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec
Print
Radio
TV
Outdoors
Events
PR
Online
7.3.2 Chng trnh tip th Lit k ngn sch hng thng hay hng qu hay hng nm cho tng hot ng kinh doanh chnh (thng thng c cp trn c s hng thng i vi Nm 1, trn c s hng qu i vi Nm 2, v trn c s hng nm i vi Nm 3, 4 v 5). Trin khai sn phm Phn phi Qung co Chng trnh khch hng thn thuc Bn hng trc tip Dch v v h tr khch hng S tin tng v tn nhim Nghin cu th trng Thc y thng mi
7.4 K hach doanh s ( 5 nm)

K hoch doanh s - 5 Nm
NM1 S n v hng Loi 1 bn c Gi bn mi n v Tng s cho Loi 1 S n v hng Loi 2 bn c Gi bn mi n v Tng s cho Loi 1 S n v hng Loi 3 bn c Sale Price per Unit Tng s cho Loi 1 TOTAL
Jan 0 $0.00 $0 0 $0.00 $0 0 $0.00 $0 $0
Feb 0 $0.00 $0 0 $0.00 $0 0 $0.00 $0 $0
Mar 0 $0.00 $0 0 $0.00 $0 0 $0.00 $0 $0
Apr 0 $0.00 $0 0 $0.00 $0 0 $0.00 $0 $0
May 0 $0.00 $0 0 $0.00 $0 0 $0.00 $0 $0
Jun 0 $0.00 $0 0 $0.00 $0 0 $0.00 $0 $0
Jul 0 $0.00 $0 0 $0.00 $0 0 $0.00 $0 $0
Aug 0 $0.00 $0 0 $0.00 $0 0 $0.00 $0 $0
Sept
Oct
Nov 0 $0.00 $0 0 $0.00 $0 0 $0.00 $0 $0 0 $0.00 $0 0 $0.00 $0 0 $0.00 $0 $0
Dec 0 $0.00 $0 0 $0.00 $0 0 $0.00 $0 $0
TOTAL
0 $0.00 $0 0 $0.00 $0 0 $0.00 $0 $0
$0
$0
$0 $0
NM 2 S n v hng Loi 1 bn c Gi bn mi n v Tng s cho Loi 1 S n v hng Loi 2 bn c Gi bn mi n v Tng s cho Loi 2 S n v hng Loi 3 bn c Gi bn mi n v Tng s cho Loi 3 TNG S
Jan 0 $0.00 $0 0 $0.00 $0 0 $0.00 $0 $0
Feb 0 $0.00 $0 0 $0.00 $0 0 $0.00 $0 $0
Mar 0 $0.00 $0 0 $0.00 $0 0 $0.00 $0 $0
Apr 0 $0.00 $0 0 $0.00 $0 0 $0.00 $0 $0
May 0 $0.00 $0 0 $0.00 $0 0 $0.00 $0 $0
Jun 0 $0.00 $0 0 $0.00 $0 0 $0.00 $0 $0
Jul 0 $0.00 $0 0 $0.00 $0 0 $0.00 $0 $0
Aug 0 $0.00 $0 0 $0.00 $0 0 $0.00 $0 $0
Sept 0 $0.00 $0 0 $0.00 $0 0 $0.00 $0 $0
Oct 0 $0.00 $0 0 $0.00 $0 0 $0.00 $0 $0
Nov 0 $0.00 $0 0 $0.00 $0 0 $0.00 $0 $0
Dec 0 $0.00 $0 0 $0.00 $0 0 $0.00 $0 $0
TOTAL
$0
$0
$0 $0
39
NM3 S n v hng Loi 1 bn c Gi bn mi n v Tng s cho Loi 1 S n v hng Loi 2 bn c Gi bn mi n v Tng s cho Loi 2 S n v hng Loi 3 bn c Gi bn mi n v Tng s cho Loi 3 TNG S
Jan 0 $0.00 $0 0 $0.00 $0 0 $0.00 $0 $0
Feb 0 $0.00 $0 0 $0.00 $0 0 $0.00 $0 $0
Mar 0 $0.00 $0 0 $0.00 $0 0 $0.00 $0 $0
Apr 0 $0.00 $0 0 $0.00 $0 0 $0.00 $0 $0
May 0 $0.00 $0 0 $0.00 $0 0 $0.00 $0 $0
Jun 0 $0.00 $0 0 $0.00 $0 0 $0.00 $0 $0
Jul 0 $0.00 $0 0 $0.00 $0 0 $0.00 $0 $0
Aug 0 $0.00 $0 0 $0.00 $0 0 $0.00 $0 $0
Sept 0 $0.00 $0 0 $0.00 $0 0 $0.00 $0 $0
Oct 0 $0.00 $0 0 $0.00 $0 0 $0.00 $0 $0
Nov 0 $0.00 $0 0 $0.00 $0 0 $0.00 $0 $0
Dec 0 $0.00 $0 0 $0.00 $0 0 $0.00 $0 $0
TOTAL
$0
$0
$0 $0
Jan 0 $0.00 $0 0 $0.00 $0 0 $0.00 $0 $0
Feb 0 $0.00 $0 0 $0.00 $0 0 $0.00 $0 $0
Mar 0 $0.00 $0 0 $0.00 $0 0 $0.00 $0 $0
Apr 0 $0.00 $0 0 $0.00 $0 0 $0.00 $0 $0
May 0 $0.00 $0 0 $0.00 $0 0 $0.00 $0 $0
Jun 0 $0.00 $0 0 $0.00 $0 0 $0.00 $0 $0
Jul 0 $0.00 $0 0 $0.00 $0 0 $0.00 $0 $0
Aug 0 $0.00 $0 0 $0.00 $0 0 $0.00 $0 $0
Sept 0 $0.00 $0 0 $0.00 $0 0 $0.00 $0 $0
Oct 0 $0.00 $0 0 $0.00 $0 0 $0.00 $0 $0
Nov 0 $0.00 $0 0 $0.00 $0 0 $0.00 $0 $0
Dec 0 $0.00 $0 0 $0.00 $0 0 $0.00 $0 $0
TOTAL
$0
$0
$0 $0
40
Jan 0 $0.00 $0 0 $0.00 $0 0 $0.00 $0 $0
Feb 0 $0.00 $0 0 $0.00 $0 0 $0.00 $0 $0
Mar 0 $0.00 $0 0 $0.00 $0 0 $0.00 $0 $0
Apr 0 $0.00 $0 0 $0.00 $0 0 $0.00 $0 $0
May 0 $0.00 $0 0 $0.00 $0 0 $0.00 $0 $0
Jun 0 $0.00 $0 0 $0.00 $0 0 $0.00 $0 $0
Jul 0 $0.00 $0 0 $0.00 $0 0 $0.00 $0 $0
Aug 0 $0.00 $0 0 $0.00 $0 0 $0.00 $0 $0
Sept 0 $0.00 $0 0 $0.00 $0 0 $0.00 $0 $0
Oct 0 $0.00 $0 0 $0.00 $0 0 $0.00 $0 $0
Nov 0 $0.00 $0 0 $0.00 $0 0 $0.00 $0 $0
Dec 0 $0.00 $0 0 $0.00 $0 0 $0.00 $0 $0
TOTAL
$0
$0
$0 $0
41
8. K HOCH D PHNG 8.1 Du hiu ca tht bi Ch r cc du hiu ca tht bi phng Ch ra cc tiu chun cho php bn quyt nh rng chin lc ca bn thng cng hay tht bi.
8.2 Chin lc thay th Ch r cc chin lc khc m cng ty ca bn c th theo ui nu mt khi chin lc ca bn b tht bi hay khng cho ra kt qu nh mong mun.
9. PH LC Bao gm cc ti liu m bn tin rng n c th quan trng i vi ngi c d nh. Th d: Ti liu gii thiu v sn phm D liu nghin cu th trng Kho st Cc chin dch qung co Hnh nh sn phm Tin tc t phng tin truyn thng Bao gm cc chng t ti chnh nu c yu cu. Th d: Phn tch Bo co lun chuyn tin mt Bo co ti chnh T l kinh doanh
42

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Copyright Envision SBS. 2004. All rights reserved.

TM TT NI DUNG THC HIN

Tm lc cc yu t k trn trong bng sau (cng thc tnh nh sau):

Tm lc cc thng tin v i th cnh tranh ch yu trong bng di y:

T trc tip i th 1 i th 2 T gin tip i th 3 i th 4 T d b i th 5 i th 6 T tng lai i th 7 i th 8 T Sn phm lin quan i th 9 i th 10

DA i th cnh tranh mi Nguy c mt ngun h tr ti chnh t X Cc quy nh mi Gim dn s Th trng bo ha

BNG 3. MA TRN SWOT

2.2 Mc Tiu Th Trng

Lit k cc phn khc th trng chnh.

Khi xng cc ph xng xc cm qua cc li ku gi c tnh tm l v h n i . Loi c tnh thc t

Ch ra cc s kin c thc/ cc dn chng khoa hc Loi c tnh sng to

Tm tt cc thng tin v vic sp xp thi gian v trnh t trong bng dI y:

Ngoi tri Trc tuyn

S kin Quan h cng chng/ qung b

4.5 Bn hng trc tip

bit cc yu t trong chin lc bn hng trc tip nu thch hp

5.1.3 Cc yu cu v gi c Trnh by chi tit cu trc gi mi o o o o Chi ph Gi s Tng gi Gi bn l ngh

THNG HIU: [TN]

Ngy: [Thng, Nm]

GI TR THNG HIU HIN TI Cc yu t cm tnh Cc yu t l tr

GI TR THNG HIU MONG MUN Cc yu t cm tnh Cc yu t l tr

TT C PHNG THC I THOI Nn lm Khng nn lm

I TNG Ai l i tng mc tiu ? Khch hng cm nhn th no v thng hiu ?

H TR iu g dn n trin vng ca thng hiu?

BNG 5. Bng theo di cng vic ang thc hin

$4.5 $0.5 $2.5 $2 $1.2 $1 $2.25 $14

$10 $3.3 $13.3 $4 $8 $3.3 $3.3 $45

BNG 6. Phn tch chi ph qung co cho [NM]

Khu vc A Khu vc B Khu vc C Total

3,000 5,000 2,000 10,000

Doanh thu d kin cho khu vc $45,000 $75,000 $30,000

Doanh s thc t $30,000 $90,000 $30,000

Ch s thc hin 67 120 100

Bo co Li & L trong Qu 1 [ngy cui qu] [Nm]

3,000 1,600 1,400 800 180 120 100 60 1080 320

1,000 650 350 300 120 80 50 50 600 (250)

1,000 600 400 300 100 50 50 50 550 (150)

Doanh s Tng li nhun EBITDA

Bng7. Ngn sch qung co

7.4 K hach doanh s ( 5 nm)

Jan 0 $0.00 $0 0 $0.00 $0 0 $0.00 $0 $0

Feb 0 $0.00 $0 0 $0.00 $0 0 $0.00 $0 $0

Mar 0 $0.00 $0 0 $0.00 $0 0 $0.00 $0 $0

Apr 0 $0.00 $0 0 $0.00 $0 0 $0.00 $0 $0

May 0 $0.00 $0 0 $0.00 $0 0 $0.00 $0 $0

Jun 0 $0.00 $0 0 $0.00 $0 0 $0.00 $0 $0

Jul 0 $0.00 $0 0 $0.00 $0 0 $0.00 $0 $0

Aug 0 $0.00 $0 0 $0.00 $0 0 $0.00 $0 $0

Nov 0 $0.00 $0 0 $0.00 $0 0 $0.00 $0 $0 0 $0.00 $0 0 $0.00 $0 0 $0.00 $0 $0

Dec 0 $0.00 $0 0 $0.00 $0 0 $0.00 $0 $0

0 $0.00 $0 0 $0.00 $0 0 $0.00 $0 $0

Jan 0 $0.00 $0 0 $0.00 $0 0 $0.00 $0 $0

Feb 0 $0.00 $0 0 $0.00 $0 0 $0.00 $0 $0

Mar 0 $0.00 $0 0 $0.00 $0 0 $0.00 $0 $0

Apr 0 $0.00 $0 0 $0.00 $0 0 $0.00 $0 $0

May 0 $0.00 $0 0 $0.00 $0 0 $0.00 $0 $0

Jun 0 $0.00 $0 0 $0.00 $0 0 $0.00 $0 $0

Jul 0 $0.00 $0 0 $0.00 $0 0 $0.00 $0 $0

Aug 0 $0.00 $0 0 $0.00 $0 0 $0.00 $0 $0

Sept 0 $0.00 $0 0 $0.00 $0 0 $0.00 $0 $0

Oct 0 $0.00 $0 0 $0.00 $0 0 $0.00 $0 $0

Nov 0 $0.00 $0 0 $0.00 $0 0 $0.00 $0 $0

Dec 0 $0.00 $0 0 $0.00 $0 0 $0.00 $0 $0

Jan 0 $0.00 $0 0 $0.00 $0 0 $0.00 $0 $0