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
1.

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

4.

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

5.

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

6.

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

7.

THNG TIN TI CHNH ....................................................................................... 37

7.1 Tm lc thng tin ti chnh................................................................................. 37
2

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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

9.

PH LC ............................................................................................................... 42

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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
4

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THIS PRODUCT IN HARD COPY OR DIGIT AL FORM. ALL OFFENDERS WILL BE SUED IN A COURT OF LAW.

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.

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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.

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

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)

Tng doanh thu (D x G)

Nm- 4

Sn phm A
Nm - 3

Nm - 2

Nm-1

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

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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)
7

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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.

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.

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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.

1.3.5

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 F
Cng ty G

Cng ty

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)

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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

NHC 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.

Th d:

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:

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

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

10