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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.

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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 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.

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

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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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 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.

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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 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.

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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 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.

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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