CHNG 1:C S L LUN TRONG PHN TCH I TH CNH TRANH

A. CNH TRANH:
I. I TH CNH TRANH: 1. CNH TRANH: Cnh tranh l hin tng t nhin, l mu thun quan h gia cc c th c chung mt mi trng sng i vi iu kin no m cc c th cng quan tm. Trong hot ng kinh t, l s ganh ua gia cc ch th kinh t (nh sn xut, ngi tiu dng) nhm ginh ly nhng v th tng i trong sn xut, tiu th hay tiu dng hng ha thu c nhiu li ch nht cho mnh. Cnh tranh c th xy ra gia nhng nh sn xut vi nhau hoc c th xy ra gia ngi sn xut vi ngi tiu dng khi ngi sn xut mun bn hng ha vi gi cao, ngi tiu dng li mun mua c vi gi thp. 2. XC NH I TH CNH TRANH: Cc doanh nghip cn nhn thc ng cc i th cnh tranh ca mnh, bao gm i th cnh tranh hin ti v i th cnh tranh tim n. Cn c vo mc thay th sn phm, c th phn bit bn loi i th cnh tranh: i th cnh tranh v nhn hiu: mt doanh nghip xem i th cnh tranh l cc doanh nghip khc a ra mt sn phm v dch v tng t cho cng khch hng mc gi tng t. i th cnh tranh cng ngnh: mt doanh nghip c th xem i th cnh tranh ca h l cc doanh nghip sn xut cng mt sn phm hay cc loi sn phm trong cng mt ngnh. i th cnh tranh v cng dng: mt doanh nghip c th xem i th cnh tranh ca mnh mt cch rng hn na nh tt c cc doanh nghip cung ng cng mt dch v. i th cnh tranh chung: mt doanh nghip c th xem cc i th cnh tranh cn rng hn na khi cc doanh nghip cng cnh tranh kim tin ca cng mt khch hnh. 3. LOI CNH TRANH:

C 5 loi cnh tranh: c quyn thun ty: khi c coi l c quyn thun ty khi sn phm ca doanh nghip ch c mt trn th trng hoc c s bo h ti th trng m n ang tn ti. t cnh tranh thun ty: mt vi i tng sn xut cng sn phm m cc sn phm khng c s khc bit nhiu v chng rt nhy cm v gi t cnh tranh khc bit: mt s t doanh nghip sn xut cng ngnh sn phm m c s khc bit v sn phm m bn doanh nghip ny c m bn doanh nghip kia li khng. Cnh tranh c quyn: c xc nh khi doanh nghip c quyn v phn phi nhng vn c i th cnh tranh Cnh tranh thun ty 4. QUAN IM TH TRNG CA CNH TRANH Quan im th trng cnh tranh m tm nhn cng ty n mt lot cc i th hin nhin, rng ln v kch thch vic hoch nh k hoch th trng chin lc lu di hn, thay v quan st cc cng ty sn xut cng mt sn phm ,chng ta c th nhn vo cc cng ty tha mn cng mt nhu cu khch hng hay phc v cng mt nhm khch hng. 5. XC NH MC TIU CA I TH Cc mc tiu ca i th cnh tranh bao gm: Nhng mc tiu ti chnh Thi i vi s mo him Nhng gi tr hay nim tin kinh t hay phi kinh t C cu t chc,thnh phn ban qun tr

II. NH GI SC MNH V IM YU CA I TH Phi thu thp nhng d liu quan trng v tnh hnh kinh doanh ca h:th phn,li nhun,ti u t,u t mi im mnh v im yu c xp theo nhng thang bc khc nhau d dng a ra cc chin lc cnh tranh khc nhau. Cc vn cn nh gi: Sc mnh ti chnh, khch hng,cht lng,chng loi sn phm,h tr k thut ,i ng bn hng.

 nh gi c sc mnh ca i th cn thit lp h thng tnh bo. Cc kiu phn ng ca i th: i th b qua :mt s i th khng phn ng nhanh hay mnh m i vi hot ng ca ch th. i th chn lc: i th ch phn ng vi mt vi c tn cng v khng n cc dng khc. i th nh h: i th phn ng nhanh,mnh vi bt k tin cng no trn phn t ca h. i th ngu nhin: mt s i th khng cho thy kiu phn ng no on c :c th hoc khng tr a ,khng c cch no tin liu h s lm g. III.CHN LA I TH TN CNG i th yu chng mnh: y c xem l cch thc la chn i vi cc doanh nghip i vi i th mnh hn mnh, vi cch nhn tn cng yu chng xa ny doanh nghip yu thng dng nhng chin lc nh: Tn cng trc tip: doanh nghip tn cng bng cch tp trung im mnh ca mnh chng li cc im mnh ca i th. Thng thng ngi thch thc s tn cng trc din i th bng cc a th v sn phm, gi c hay qung coNhng y l mt cch mang yu tt mo him v tn km i vi nhng doanh nghip cha tht s mnh. Tn cng bn sn: hay c hiu l tm ch h ca i th lm phn Tn cng bao vy: bao hm vic tung ra mt cuc tn cng trn nhiu tn ngun lc ca i th. tin tuyn, do i th phi bo v pha trc, bn cnh v ng sau ngay lp tc, y l chin lc mang yu t ngun lc v th trng mnh. Tn cng ng vng: y l mt chin lc cnh tranh gin tip, trnh a dng ha sn phm khng lin quan n nhng sn phm hin a dng ha sang th trng mi. ng u trc tip vi i th. Chin lc ny thng c trin khai theo ba hng: c.

Nhy vo nhng lch vc cng ngh mi to a th mi v loi

b nhng sn phm hin c. Tn cng du kch: hay cn gi l quy ri thng th chin lc ny p dng cho doanh nghip nh v yu v ti chnh. i th gn chng xa:hu ht cc cng ty cnh tranh vi i th ging h nht, hoc nhng doanh nghip s chn nhng i th gn mnh m tn cng trc ri m ti nhng i th xa hn. V cc doanh nghip khi la chn i th kiu ny cng c th dng nhng chin lc nh trn i vi cc i th ca mnh. i th tt vi xu: y l cch chn la i th theo kim trit tiu, v trn th trng ngoi nhng i th tt hay cn gi l cng bng th cn c nhng i th xu l nhng doanh nghip sn xut hng km cht lng hng nhi. Cc doanh nghip xu ny thng chim mt th phn rt ln trn th trng, h thng gy ra nhng tn tht ln v sn phm uy tn, th phn cho cc doanh nghip tt v th vic loi b cc doanh nghip xu thng l iu m cc doanh nghip tt mun lm v h thng c nhng chin lc nh: Bo v th phn. Bo v nhn hiu v thng hiu. Tng cht lng sn phm. nh trc tip vo i th.

B. TH NO L MP3 ?
I. KHI NIM MP3 : nh ngha: MP3 l vit tt ca Movie Picture Experts Group-Layer 3, nh dng nn m thanh to ra file m thanh gn vi cht lng ca CD nhng kch thc li nh hn t 10-20 ln so vi file nhc trn a CD chun. MP3 to kh nng chuyn nhng file m thanh cht lng cao qua modem kt ni theo ng in thoi v c th cha n 150 bi nhc trn mt a CD. II. VAI TR V CNG DNG: Theo cc nh phn tch v chuyn gia m thanh, MP3 ang nhanh chng tr thnh chun cho vic lu tr, mua bn, thm ch c nh cp m nhc trn Internet. Mi pht m

nhc trn a CD cn khong 10MB a lu tr v cn khong 1 gi ti xung bng modem 28,8 Kbit/giy. iu ny c ngha l mt khong 2 ngy ti xung ton b a CD, v th hu ht mi ngi chp nhn cch lm n gin hn l mua a. Vi MP3, a nhc CD 600MB c th gim xung cn 50MB hay t hn. N c ti xung mt cch lin tc bn c th bt u nghe trong khi phn cn li ca file vn tip tc ti xung ch nn. iu quan trng l nhng file nhc MP3 vn gi c cht lng m thanh mc m nhng phng php nn trc khng t ti. Kt hp nhng tnh nng ny cho php vic truy cp m nhc v phn phi cc bn nhc trn Web tr thnh hin thc. hiu cch thc lm vic ca MP3, bn nn nh rng m thanh truyn i theo nhng sng thay i lin tc. lu m thanh trn PC hay a CD, my tnh phi ghi li nhng hnh nh tc thi ca nhng sng ny trong nhng khong thi gian rt ngn, k thut ny c tn l ly mu. Khi nghe li, nhng mu ny s to ra m thanh ban u; cng ly nhiu mu th m thanh cng trung thc. Cn khong 2.500 mu/giy t cht lng m thanh ca in thoi, vi m nhc cht lng CD bn cn 44.100 mu/giy. Bn Hound Dog do Elvis Presley th hin trong 137 giy chim 21,4MB a cng; dng MP3 ch cn 2,1MB.

CHNG 2: MP3 SAMSUNG V I TH CNH TRANH MY NGHE NHC MP3 SAMSUNG

A. MY NGHE NHC MP3 CA SAMSUNG:
I. TH TRNG MY MP3: Chic my nghe nhc MP3 u tin ny c tn y l MPMan F10, c cng ty Saehan - chuyn v lnh vc h thng thng tin ca Hn Quc gii thiu thng 3 nm 1998.

F10 c b nh Flash lu tr c 32 MB, cho php nghe nhc vi tc l 128Kb/s, c kch thc 91 x 70 x 165,5mmm, kt ni vi my vi tnh qua cng song song (parallel port - dng my tnh c) c th ti nhng bi ht vo, vi mn hnh LCD nh c kh nng hin th thi gian chi nhc v tn bn nhc. C mt thi gian vic nghin cu, ch to v lp trnh c din ra c, v sau th chuyn v Hn Quc sn xut. F10 c bn ra rng ri ti M v Chu u trong ma h. Ti M F10 c Eiger Labs phn phi v bn vi mc gi l 250 USD, v mc gi ny ch cn 200 USD i vi dng Diamond Multimedio Rio PMP300 l th h "n em" ra i sau mt nm so vi F10. PMP300 hn n anh mnh mt cht kiu dng v kh nng m rng b nh lu tr nh vo th cm ngoi. Phin bn th ba l MPMan F20 vi b nh trong 64MB v tch hp thm khe cm th nh ngoi. T thng 3 nm 2003 chnh l lc cuc cuc mng my nghe nhc bng n khi Apple gii thiu iPop, c th ni iPop l mt kt tc thnh cng ca Apple trong lng gii tr s nhng chng ta cng khng th no qun c mt thi - cng khng xa lm (1998) chic my nghe nhc MP3 u tin ra i, khng th no p nh by gi, b nh cng khng nhiu, tnh nng th thua xa, tuy vy MPMan chnh l ct mc bt u t c s ra i ca cc th h sau ny nh iPop, Sony, Samsung cho n ngy nay my nghe nhc mp3 tr nn mun mu mun v, cc nh sn xut nh iPod, Samsung, Creative, Sony tung ra hng trm mu mp3 vi a dng mc gi khc nhau. Trn th trng my nghe nhc hin nay mun tm c mt sn phm va theo nhu cu ring ca mi ngi l rt n gin, cc i gia ln trong lnh vc ny lin tc a ra cc s phm cnh tranh vi nhau. Ngoi ra hng nhi km cht lng trong lnh vc ny cng nhiu khng km v nhu cu dng nhc ca ngi tiu dng

II. MY NGHE NHC MP3 SAMSUNG Sau khi b l c hi tng trng mnh m trn th trng my nghe nhc mp3, Samsung Electronics ang dn quan tm hn n cuc cnh tranh quyt lit trn th trng ny. Dng sn phm mp3 u tin ca Samsung l Yepp, vit tt l Yp ra mt t nm 1999 trn th trng th gii. Sau khi th trng Vin Nam pht trin mnh v dng my nghe nhc mp3, cng ty Samsung bt u vo th trng Vit Nam nm 1996, cho n nay samsung c nhng ci tin vt bc v cc dng sn phm my nghe nhc mp3 Yepp ca mnh, k t lc th trng my nghe nhc mp3 bt u n r ti Vit Nam nm 2004 ,th 2 dng sn phm mi c ci tin ca samsung l YpT5 , Yp-60 cng c tung ra th trng nhm cnh tranh vi ipod classic th h th 4 ca Apple cng nhng i th cnh tranh khc nh creative , sony. Samsung mp3 ly th trng chu l tm im, nh sn xut Hn Quc ny cng a cc sn phm mp3 ca mnh ra chu u v M ni m iPod l ngi dn u khng th thay th. Trong sut thi gian pht trin mnh m trn th trng quc t th ti nm 2006, khi m th trng Vit Nam thc s si ng th Samsung ln lt a ra cc sn phm Yp Z5 v Yp- Z5F nhm cnh tranh vi Ipod Nano ca Apple v Zen ca Creative. Ngoi ra, nm 2006, Samsung lin tip ra cc sn phm gy ting vang trong gii cng ngh nh Yp-K5 c loa ngoi, Yp-K3 mng nh in thoi cng YpT9, my nghe nhc h tr Bluetooth . Nm 2008 , samsung tip tc tung ra sn phm mi ca mnh l Yp P2, chic P2 c mn hnh cm ng rng ti 3inch , phn gii 272-480 pixel h tr xem phim , trnh din nh, khng nhng th my cn c thi gian s dng pin lu v dung lng ln ti 16Gb. Kt ni Bluetooth trn my cho php truyn cc bi ht t cc thit b khc cng nh nghe nhc vi tai nghe khng dy, t , gip Samsung tr thnh 1 trong nhng i th cnh tranh chnh ca dng sn phm ipod ca Apple

trn th trng quc t, cn ti th trng Vit Nam Samsung cng vi Creative l i th cnh tranh quyt lit i vi iPod ca Apple. Nm 2009, vi s ra i ca dng sn phm S2 c xem nh vin si bit ht , Samsung cho thy c sc cnh tranh ca n trn th trng Vit Nam. V trn th trng th gii Samsung cng vi iPod ca Apple l mt trong nhng nh sn xut my nghe nhc ln nht th gii.

B. I TH CNH TRANH MY MP3 CA SAMSUNG:

I. CC LOI CA I TH CA SAMSUNG: 1. I TH CNH TRANH V NHN HIU: Xc nh i th v nhn hiu tc l i th trc tip v sn xut my nghe nhc mp3 ca Samsung, ta bit i th cnh tranh v nhn hiu l mt doanh nghip khc a ra mt sn phm v cc dch v tng ng cho cng mt khch hng. Th trng my nghe nhc s hin nay c s gp mt ca nhiu hng sn xut, nhng nhn mt cch tng th th khu vn ny mi ch c xy dng bi vi hng sn xut my nghe nhc ni ting, cn nhng hng nh ch nh cy c lm p thm cho vn hoa: iPod: Apple l hng my tnh ca M nhng danh ting ca h m rng ra khp ton cu vi nhn hiu iPod. Ti M v nhiu nc chu u, iPod l nhn hiu my nghe nhc s mt v kh c th thay th. Tuy nhin, ti Nht Bn v Hn Quc, dn chi chng my bn tm ti ci tn ny. Theo cc nh phn tch, s khc bit gia hai thi cc trn ch yu da vo chnh sch ca Apple i vi mi th trng, nh l quyn u tin, chng trnh qung co, ni dung iTunes c mang tnh a phng hay khng v gi c cnh tranh n mc no. Creative: ca Singapore nm nay khng ni nh nm ngoi v doanh s ca hng ti mt s th trng gim. Creative c c my nghe nhc s dng b nh flash v my nghe nhc dng cng. V thit k th Creative vn cha t c ng cp m Apple c c, nhng xt v s a dng ca

sn phm th Creative hn hn Apple. Hng cng ngh Singapore ny chi c hng cao cp ln hng dnh cho th trng cp thp. Dng my ni ting ca hng ny l Muvo v gn y l Zen. iRiver: ca Hn Quc l mt trong nhng nhn hiu cao cp trn th trng nc ny. iRiver c nhn hiu U10 l mt t ph. Sn phm ny khng c mn hnh cm ng cng chng c nhng phm iu khin honh trng m li s dng D-Click, thit k iu khin nm di mn hnh. chn hay chuyn t ni dung ny sang ni dung khc, bn ch cn bm 4 cnh mn hnh l xong. Sau U10, hng ny c e10 v n10, hai sn phm thu ht c s ch ca rt nhiu ngi khng nhng ti sn nh m cn c Trung Quc v mt s nc chu . Sony; hng ny vn l hng khai sinh ra thng hiu Walkman my nghe nhc cm tay u tin trn th trng. Sony n vi th trng MP3 hi mun (tn nm 2005), nhng cho ti nay, hng ny cng t c mt s thnh t nht nh. Ging nh iPod, my nghe nhc ca Sony c rt t nt iu khin, cc chc nng ca my u nm gn trong nhng nt bm b b. Trc y, my nghe nhc ca Sony khng c mn hnh mu nh ngy nay. Dng sn phm ca hng ny cha nhiu nh nhng hng trn. iAudio: ca Hn Quc vn l mt thng hiu ca hng cng ngh Cowon. y l nhn hiu my MP3 mi nht v c th phn tng i nh so vi nhng i gia trn. Cowon iAudio n li phn ln t nhng my nghe nhc b nh flash gi trung v nhng thit b s dng cng gi khng n ni qu cao. Ngoi th trng trong nc, Cowon cng c bit n nh mt gii php thay th cho iPod nhng cha phi l gii php ti u. Microsoft: Nhng nm gn y Microsoft ni ln nh mt s kin khi quyt nh tuyn chin vi Apple bng Zune. Thit b ny c sn xut ti nh my Toshiba (Nht) nn c mt s nt ging Gigabeat S, dng my nghe nhc c ca hng ny, nhng mn hnh ln hn (3 inch) v tch hp sng ngn Wi-Fi cng bt sng FM. 2. I TH CNH TRANH CNG NGNH:

Nh chng ta bit i th cnh tranh cng ngnh l cc doanh nghip sn xut cng mt sn phm hay cc loi sn phm trong cng mt ngnh. Nn cc i th cnh tranh cng ngnh ca mp3 samsung bao gm tt c cc sn phm nghe nhc mp3: Sn xut cng mt sn phm nh: sony, apple ipod, jvj, ipod shuffle, iriver, cowon iaudio, creative zen stone, transcend T_ sonic .. 3. I TH CNH TRANH V CNG DNG: l cc doanh nghip cung ng cng mt dch v. V vy, v phng din ny, Samsung phi cnh tranh vi tt c cc hng sn xut thit b in t cng c mt cng dng nh Mp3. Ni n Mp3, ngi ta ngh ngay l mt ci my nghe nhc di ng. cng l chc nng chnh ca n. Tuy nhin vi s pht trin ca khoa hoc k thut, Mp3 cn c s dng vi nhiu mc ch khc nh: Mp3 dng lu tr d liu. Mp3 kim my nh. Mp3 c tr cho ngi chy b. Mp3 kim sot ngi bo Do , m Mp3 ngy cng p ng c nhiu hn i hi ca khch hng. y, nu chng ta ch cp n mt cng dng ch yu nht ca Mp3 th Mp3 sam sung s phi cnh tranh vi cc thit b khc nh:

in thoi di ng cho chc nng nghe nhc. Mp4. Pmp (portable multimedia phayer). CD player / menidisc player.
T , i th cnh tranh ca mp3 samsung l cc hng sn xut cc thit b in t trn, c th l:

Apple ipod, Creative, Transcend, Sony Walkman, Sandick,

Microsoft, Philips

Nokia, motorola, LG, Bavapen ..

4. I TH CNH TRANH CHUNG: Mp3 c xem nh l mt sn phm nhm vo gii tr, Sam sung cng l mt trong nhng hng sn xut mp3 ni ting. c th ng vng trn thng trng th Samsung khng th trnh khi vic cnh tranh vi cc i th khc. Tuy nhin vn y khng ch l cnh tranh vi cc thng hiu mnh nh SONY v APPLE hay l cnh tranh vi cc hng sn xut nhng loi my c chc nng nh mp3 nh l nghe radio, ghi m, lu d liu nh USB, nghe nhc nh cc my a dng xem phim, hay l chc nng xem nh nh my chp hnh k thut s,PC,. Vn y l Samsung cn phi ng u vi nhng i th cnh tranh chung tc l cc doanh nghip,cc hng cng kim tin trn cng mt khch hng. Vy khch hng l g? Khch hng l nhng ngi c nhu cu mua bt c mt mn hng no. Khi khch hng mua hng ha th s ny sinh ra chi ph c hi v s chn la, khi vi kh nng ti chnh c hn ca mt s khch hng. H s c s chn la khi i mua sm. vi mt khon tin c trong tay h s suy ngh nn lm g vi s tin : s gi tit kim hay s i mua sm. Nu i mua sm th s mua g? y l mt s sn phm a ra phn tch:qun o thi trang (D&G),ng h eo tay (RADO), mua nhng dng trong gia nh mua qun o th hin phong cch ca mnh mua ng h eo tay hay mua n trang Tt c nhng g ni trn l ci m SAMSUNG phi i mt v gii quyt. Lm sao cho mi ngi phi ngh n mnh v mun mua sn phm ca mnh, phi lmcho sn phm ca mnh l chn la u tin ca khch hng so vi nhng sn phm khc.

C. PHN TCH CC I TH CHNH V MY NGHE NHC CA SAMSUNG:

Trn th trng c rt nhiu i th cnh tranh vi Samsung, y ta s phn tch nhng i th chnh ca Samsung trn th trng:
I. IPOD: 1. u : th phn ln danh ting m rng ra khp th gii, c bit l M v

nhiu nc Chu u. Kiu dng t c s ng cp mang phong cch sang trng, khc bit khng ging bt k i th no. Phong cch duyt trnh nghe nhc xem phim cm ng ton hnh p mt to s ng cp cho ngi s dng v th ipod ch nhm ti th trng ngi tiu dng t trung ti cao cp. Nhiu phn mm chc nng nh: wifi, xem thi tit, lch, gamem nhiu i th cnh tranh kh th lm c. 2. Nhc: Ti M v nhiu nc chu u, iPod l nhn hiu my nghe nhc s mt v kh c th thay th. Tuy nhin, ti Nht Bn v Hn Quc, dn chi chng my bn tm ti ci tn ny. Theo cc nh phn tch, s khc bit gia hai thi cc trn ch yu da vo chnh sch ca Apple i vi mi th trng, nh l quyn u tin, chng trnh qung co, ni dung iTunes c mang tnh a phng hay khng v gi c cnh tranh n mc no. Gi thnh cao so vi cc dng my nghe nhc khc. Khng nghe c cc dng file nhc ph bin nh mp3,wna,3gpmun dng c vi ipod phi dng itunes 1 phn mm convere nhc chuyn ui ca ipod. nhng nc nh Vit Nam th nhng ni bo tr, sa cha, bn chnh hng ca Apple cn hn ch. Ch c mi phn khc th trng cao cp.
II. IRIVER:

1. a: lun to s chn ng mi khi ra sn phm lm cho i th lun phi

trong th php phng nh dng my e10 v s10 vi E10 c a chung nht cn S10 ang gi v tr th 8, theo bng xp hng my bn chy ca nm 2006 do tp ch cng ngh Cnet khu vc chu bnh chn. Hu ht cc my nghe nhc mp3 ca iRiver u rt d s dng. So vi iPod vi Samsung, iRiver t c kiu dng ng cp. 2. Khuyt: cha c nhiu sn phm trn th trng, ging iPod ch nhm vo th trng cao cp.

III. CREATIVE:

1. u: kh ph bin cc nc chu c bit ng Nam trong c Vit Nam l ni Creative c th phn my nghe nhc mp3 ng th 2 trong nhng nm 2005 ti 2007. Cc sn phm ca Creative c cht lng m thanh tt. Sn phm a dng, khng ging cc nh sn xut my nghe nhc khc Creative chi c th trng t hng dnh cho th trng cp thp cho ti hng cao cp. My s dng c th nh flash v my nghe nhc dng cng dng lng c nhiu hn. a th mnh nht ca Creative i vi cc i th khc l v gi. Nhiu chc nng nh: radio, ghi m, thu hnh.

2. Nhc: dng nh ch mnh trn th trng dng my nghe nhc cp thp, cn i vi hng cao cp th phn khng nhiu v khng th so sanh c vi cc i th nh vo phn khc th trng cao cp nh ipod,samsung,sony. V thit k my nghe nhc mp3 ca Creative vn cha t c s ng cp. khng ni bt v c sc. t ph kim km theo.
IV. SONY:

1. u: hng ny vn l hng khai sinh ra thng hiu Walkman nn c th ni my nghe nhc sony lun c nh gi cao v cht lng m thanh. Cng ngh cao trong sn phm v iu khin tt. Do din p khng thua km ipod. Tuy xm nhp th trng mp3 mun nhng th phn ln khng thua km nhiu so vi ipod hng c th phn cao nht trong cc dng my nghe nhc. 2. Khuyt: Sony n vi th trng MP3 hi mun (tn nm 2005) nn cc dng sn phm ca hng ny cha nhiu so vi cc hng trn. Khng mn m lm vi th trng my nghe nhc mp3. Tham gia th trng tht thng, c th gi l ty theo ma

CHNG 3: BIN PHP CHO MY MP3 SAMSUNG

c th tr thnh nh sn xut my mp3 thng lnh th gii th Samsung ngoi nhng chin lc cnh tranh tht tt cn phi ci tin sn phm ca mnh.

A. SAMSUNG:
I. NH GI V SN PHM MP3 CA SAMSUNG: 1. a: kiu dng rt thi trang, phong cch cc my nghe nhc mp3 lm nng gi tr ngi dng. Gi c cnh tranh, a dng, c rt nhiu mt gi lm cho ngi tiu dng c th t do la chn. Nhiu mt hng, nhiu s la chn. Th trng a dng v rng ri. 2. Khuyt: cht lng m thanh cha tht s tt. bn khng cao. Kh s dng. II, KHC PHC: Tip tc pht huy a im v sn phm nghe nhc mp3, c bit l v kiu dng, tip tc lm cho kiu dng ca my nghe nhc mp3 Samsung mang phong cch rt ng cp Khc phc khuyt im ca sn phm, v bn v cch thc s dng, c bit l m thanh ca Samsung l iu yu nht ca hng.

B. CHIN LC I VI I TH CNH TRANH:

c th a ra cc chin lc i vi cc i th tht s hiu qu cn ph xc nh u l i th dn u, i th va phi, i th thp hn v i th tim nng. 1. i th dn u: iPod chnh l ngi dn u trn th trng my nghe nhc, ng th hai mi l Samsung, v th chin lc cnh tranh ca Samsung l yu nh mnh:

Tn cng vo nhng th trng m iPod cha tht s quan tm hoc

quan tm cha nhiu, chng hn th trng cc nc cha pht trin hay ang pht trin ti chu . Ti cc nc nh Vit Nam, Samsung phi chim lnh th trng bng cch nh nhng ni bo hnh, bn my, dch v ca my nghe nhc Samsung phi nm trn rng ri trn th trng v ti Vit Nam nhng ni bn hng, bo hnh, ph kinchnh hng iPod vn cha nhiu.

 Tn cng trc din vo i th iPod, tuy xp th hai nhng Samsung

l mt nh sn xut c tim lc ti chnh v l mt trong nhng nh sn xut thit b in t hng u th gii nn vic tn cng trc tip vo i th nh iPod vn rt hp l, tng mnh v qung co, a ra cc sn phm cng ngh cao. Thi nay th cng ngh ch tay ang rt thnh hnh, cc sn phm iPod c a chung nht v cm ng ton mn hnh rt p v tt, Samsung tuy cng a ra nhiu sn phm cm ng theo kiu ipod nhng nhy v cng ngh cm ng ton mn hnh vn cha tht s so snh c vi iPod, vic pht trin nghin cu cng ngh ny tr thnh im mnh ca my nghe nhc Samsung s gip hng pht trin mnh v nganh tm vi iPod ca Apple. 2. i th ngang hng: Creative, iRiver, sony chnh l nhng i th c xem l ngang tm vi Samsung v my nghe nhc. cc i th ny Samsung dng nhng chin lc tn cng trc din lm chnh nh tung ra nhiu sn phm tn cng i th, pht huy a im v khc phc khuyt im ca hng. Bo v th phn i vi cc i th mnh. 3. i th thp hn: cc hng sn xut my mp3 nh nhiu ngi cha bit n tuy khng phi l i th tht s ca Samsung nhng nhng hng ny l chim th phn khng nh trong th trng my nghe nhc mp3. Samsung phi tng cng:

Bo v th phn ca mnh: ngoi bao v th phn i vi sn phm

ca nhng hng nh cha c nhiu tn tui, Samsung phi bo v th phn i vi cc hng nhi, hng n t Trung Quc nh ln n cc sn phm nhi, cht lng khng tt. Hp tc vi cc chnh quyn cng an cm hoc bt nhng sn phm , a ln mng, ln bo ch vn ng khng dng hng cht lng km, khng tt..v d: ng bo chuyn pin Trung Quc s n khi s dng lin tc, sng m pht ra t my nghe nhc nhi hay n t Trung Quc gy hi ti no b con ngi

nh trc tip i th: khng cho cc nh sn xut khng c tn tui

ch ng. 4. i th tim nng: lp ra h thng tnh bo cho c i th tim nng, tin on v theo di tng nht c nht ng ca i th.