CHIN LC GI

1. 2. 3. 4. 5. 6.

Khi nim v cc yu t cn xem xt khi nh gi Phng php tip cn tng qut v nh gi Cc chin lc nh gi sn phm mi. Cc chin lc nh gi phc hp sn phm Cc chin lc iu khin gi c Nhng thay i v gi

Bi tp tnh hung: Thnh vng qua cnh tranh gi c ca Southwest Airlines

Tm tt Xy dng v qun l chin lc gi ng n l iu kin quan trng m bo doanh nghip c th xm nhp v chim lnh c th trng v hot ng kinh doanh c hiu qu cao. Tuy nhin gi c chu s tc ng ca nhiu yu t. S hnh thnh v vn ng ca n rt phc tp. Vic qun tr chin lc gi hp l i hi phi gii quyt nhiu vn tng hp v ng b. Trong chng ny, chng ta s xem xt vic inh gi ca cng ty, nhng tc ng ca vic nh gi, phng php inh gi cho cc sn phm mi cng nh cc chin lc thay i v iu chnh gi c. 1. Khi nim v cc yu t cn xem xt khi nh gi Gi l mt trong 4 bin s quan trng ca marketing mix. Gi ng vai tr quyt nh trong vic mua hng ny hay hng khc i vi ngi tiu th. i vi cng ty gi c v tr quyt nh cnh tranh trn th trng. Vic nh gi sn phm c ngha quan trng i vi doanh nghip v n nh hng trc tip n doanh s v li nhun. Gi c nh nh th no? Cc quyt nh v gi ca cng ty chu nh hng ca mt s yu t ni ti ca cng ty v ca mt s yu t bn ngoi. Nhng yu t ni ti nh hng n cc quyt nh v gi

Mc tiu marketing: Trc khi nh gi, cng ty phi quyt nh xem vi sn phm th cn phi t c iu g. Nu cng ty chn th trng mc tiu v nh v th trng cn thn, th chin lc phi hp marketing bao gm c gi c, s thc hin kh d dng. ng thi , cng ty cn c cc mc tiu khc na. khi mc tiu c xc nh r rng, vic nh gi cng d dng hn. Cc mc tiu ph bin l s tn ti, ti a ha li nhun, ti a ha th phn v dn u v cht lng sn phm. S tn ti: khi cnh tranh khc lit, cng ty gp nhiu kh khn h s coi trng s tn ti nh mc tiu chnh yu. H phi nh gi thp, mi l gi c trang tri cc bin ph v mt s nh ph khc c th tn ti, cm c c mt thi gian nhm vt qua giai on kh khn ny. Ti a ha li nhun: Nhiu cng ty mun ra mt mc gi nhm ti a ha li nhun hin taik. h c lng mc cu v ph tn i lin vi nhng mc gi khc nhau v chn ra mc gi c c li nhun ti a hoc t l doanh thu trn vn u t ti a. Dn u th phn:c cng ty mun t th phn cao nht. h tin rng cng ty no c th phn ln nht s c ph tn thp nht v li nhun v lu di l cao nht. h eo ui th phn bng cch nh gi thp v mt chng trnh phi hp hot ng marketing ng b t c mc tiu ny. Dn u v cht lng sn phm: Mt cng ty c th ly mc tiu dn u v cht lng sn phm trn th trng. thng th iu ny i hi phi ra mc gi cao v ph tn R & D cao. Cc mc tiu khc: Cng ty c th s dng gi t cc mc tiu khc. H c th nh gi thp ngn chn khng cho cc i th tham gia va th trng hoc nh gi ngang i th n nh th trng. Gi c th a ra duy tr s trung thnh v ng h ca gii bn li hoc trnh s can thip ca chnh ph. Gi c th tm thi gim to s p ng nng nhit ca khch hng i vi mt sn phm hoc li ko thm nhiu khch hng n cc ca hiu bn l. Mt sn phm c th nh gi gip cho vic to doanh s ca nhng sn phm khc thuc mt hng ca cc cng ty. Nh th, vic nh gi c th ng vai tr quan trng trong vic hon thnh cc mc tiu ca cng ty nhiu mc khc nhau. Chin lc phi thc marketing:

Gi c l mt trong cc cng c thuc phi thc marketing m cng ty s dng t c mc tiu marketing ca mnh. Cc quyt nh v gi phi c phi hp vi nhng quyt nh v mu m, phn phi, c ng cho sn phm hnh thnh mt chng trnh marketing nht qun v c hiu qu. Cc quyt a ra cho nhng khu khc thuc phi thc marketing u c nh hng n nhng quyt nh v gi. Chng han, cc nh sn xut ang s dng nhiu nh bn li v mong rng nhng ngi ny s ng h v c ng cho sn phm ca mnh th c th a vo gi mc li hn cho cc nh bun. quyt nh trn khai mt v tr c cht lng cao s c ngha rng ngi bn phi gi cao hn trang tri cc chi ph cao. Cng ty thng phi nh gia sn phm trc, t mi a ra nhng quyt nh khc thuc phi thc marketing trn c s mc gi mnh mun cho sn phm. Nh vy gi l yu t nh v chnh cho sn phmt, xc nh th trng ca sn phm, i th cnh tranh v mu m. Gi quyt nh c im v ph tn sn phm. Tm li, nh marketing phi xem xt tng phi thc marketing khi nh gi. nu sn phm c nh v da trn nhng yu t phi gi th cc quyt nh v cht lng qung co v phn phi s nh hng mnh ln gi c. nu gi c l yu t nh v chnh th n s nh hng mnh n cc quyt nh khc thuc phi thc marketing . Ni chung cng ty phi xem xt tt c cc quyt nh thuc phi thc marketing chung vi nhau, khi trin cc chng trnh marketing. Ph tn Ph tn to nn cho vic nh gi sn phm. Cng ty mun ra mt mc gi c th trang tri cho mi ph tn v sn xut, phn phi bn sn phm gm c mt t l li hp l cho nhng n lc v ri ro ca mnh.Cng ty phi xem xt cc loi ph tn. nu chi ph ca cng ty cao hn chi ph ca cc nh cnh tranh khi sn xut v bn mt sn phm tng ng, cng ty phi ra mt mc gi cao hn cc i th cnh tranh hoc kim li t hn v phi vo mt th bt li v cnh tranh. Ph tn cng ty gm 2 loi: nh ph l nhng chi ph khng thay i theo khi lng sn xut hay doanh thu. Cc chi phsi nh tin thu mt bng, chi phsi qun l, khu hao ti sn c nh l nhng chi ph c nh. Khi khi lng sn xut hay khi lng bn tng ln nh ph tnh cho mt n v sn phm gim xung.

Bin ph l nhng chi ph thay i trc tip theo khi lng sn xut. khi khi lng sn xut tng tng bin ph s tng theo. bin ph tnh cho mt n v sn phm th khng thay i. Tng ph tn: Bao gm c nh ph ln bin ph. cp iu hnh mun ra mt mc gi t nht s trang tri c cho tng chi ph mt mc sn xut nht nh no .. khi kinh nghim c tch ly cng vic c t chc tt hn, thit b c ci tin v tm c nhng quy trnh sn xut tt hn. Vi khi lng cng ln, cng ty cng tr nn hiu qu hn thc hin c li th quy m. kt qu l chi phsi bnh quan gim xung. T chc nh gi Cp lnh o cng ty phi xem ai l ngi chu trch nhim nh gi. cc cng ty nh gi c thng do gii qun tr cao cp nh ra hnm l do phng marketing hay phng kinh doanh. cc cng ty ln vic nh gi thng do cc qun tr vin sn phm hay nhm sn phm x l. cc th trng cng nghip, nhn vin bn hng c php thng lng vi khch hng trong phm vi gi c no trn c s chnh sch v mc tiu v gi do ban qun tr cao cp ra. Trong mt s ngnh m vic nh gi l yu t then cht (hng khng, ng st, du kh...) cc cng ty thng lp thnh ban nh gi. Ban ny thng t di s ch o ca cp qun tr cao nht. Nhng yu t bn ngoi nh hng n cc quyt nh v nh gi: Th trng v nhu cu: Ph tn to nn cho vic lp gi cn th trng v nhu cu th tc cao. C khch hng tiu dng ln khch hng kinh doanh u cn bng ga c ca sn phm v dch v da trn nhng li ch c c t sn phm hay dch v . Nh th, trc khi nh gi, nh marketing phi hiu c mi quan h gia gi c v mc cu i vi sn phm ca mnh. nh gi trong cc th trng khc nhau: B rng ca nh gi ca ng bn thay i khc nhau theo cc th trng khc nhau. th trng cnh tranh thun ty c ngi bn ln ngi mau u chp nhn thi gi th trng. Vic nh gi c bit mang tnh cht thch trong nhng th trng mang tnh c quyn. Nhng cm nhn ca ngi tiu th. Ngi tiu th s l ngi quyt nh xem xt gi ca sn phm c ph hp khng? Khi nh gi cng ty phi xt n nhng

cm nhn ca ngu tiu th v gi v nhng cm nhn y nh hng ra sao n cc quyt nh mua hng ca h. Khi ngi tiu th mua mt sn phm, h i mt s gi tr (gi c) ly mt gi tr khc. V vy vic lp gi nh hng theo ngi mua bao hm chuyn hiu c gi tr ngi tiu dng mun c qua nhng li ch h nhn c t sn phm v chuyn ra mt mc gi c ph hp vi gi tr . Cc li ch bao gm c hu hnh v v hnh. Khi mt ngi tiu dng mua mt ba n mt nh hng sang trng th vic tnh gi tr cc mn n trong ba n tht d dng. Th nhng tnh c gi tr ca nhng iu hi long khc nh khu v, khung cnh thanh lch, s tha mi, s chuyn tr, a v,... th qu l rt kh khn ngay c i vi chnh ngi tiu dng. V nhng gi tr ny s thay i theo nhng ngi tiu dng khc nhau v theo nhng hon cnh khc nhau. Nh th, cng ty thng thy rng kh o lng c gi tr m khch hng s gn cho sn phm ca mnh, mc d vy ngi tiu dng v tnh hay hu , u ang s dng nhng gi tr ny nh gi mc gi ca mt sn phm. nu ngi tiu th cm thy gi c cao hn gi tr ca sn phm h s khng mua sn phm . Cc nh marketing phi c gng phn tch nhng ng c ca ngi tiu th trong vic mua sn phm v ra gi c ph hp vi nhng cm nhn ca h v gi tr sn phm. v ngi tiu th thay i cc gi tr m h dnh cho nhng c im sn phm khc nhau, nn cc nh lm marketing thng thay i cc chin lc lp gi i vi nhng khc tuyn gi c khc nhau. H cng hin nhng kt hp c im, tnh cht sn phm khc nhau cho nhng mc gi khc nhau. Vic nh gi nh hng theo ngi mua ngha l nh lm marketing khng ch thit k, sn xut ra sn phm a ra chng trnh marketing ri c th m nh gi. Mun nh gi c hiu qu cn bt u bng s phn tch nhu cu ca ngi tiu dng v nhng cm nhn v gi ca h. Gi c phi c xem xt cng vi nhng yu t bin i khc thuc phi thc marketing, trc khi ra chng trnh marketing. Phn tch mi quan h gi c- nhu cu: Mi mc gi m cng ty c th a ra u dn n mt mc cu khc nhau. Thng thng nhu cu v gi c c t l nghch tc l gi cng cao, sc cu cng thp v ngc li. Cn xc nh co gin ca cu theo gi c.

Gi s nhu cu gim i 10% khi ngi bn tng gi 2%. co gin ca cu s l 5. Nu sc cu gim i 2% vi mc tng gi 2%, co gin l 1. Trong trng hp ny, doanh s ca ngi bn vn y nguyn, khng i. nu nhu cu gim i 1% khi gi c tng ln 2% co gin l 1/2. Sc cu co gin t , ngi bn d tng gi. Nu nhu cu co gin nhiu, ngi bn s ngh n chuyn h gi. Mt mc gi thp hn s dn n tng doanh thu cao hn. Cnh tranh. Gi c ca i th cnh tranh v phn ng ca h v gi nh hng khng nh n vic nh gi ca cng ty. Ngi tiu dng nh gi v gi tr v gi c ca mt sn phm da trn nhng gi c v gi tr ca sn phm tng ng. chin lc nh gi ca cng ty cng c th nh hng n s cnh tranh. Mt chin lc gi cao, mc li cao, c th thu ht s cnh tranh, trong khi mt chin lc gi thp, mc li thp c th lm nn cc i th cnh tranh hay lm h rt lui khi th trng. Cng ty cn bit gi c v cht lng ca i th. iu ny c th thc hin c bng nhiu cch. Cng ty c th c ngi i kho gi v so snh cc sn phm ca pha cnh tranh. Cng ty c th kim bng gi ca i th, tm mua thit b ca h v phn tch. Cng ty c th hi ngi mua xem h cm nhn th no v gi c v cht lng sn phm ca i th cnh tranh. Mt khi cng ty bit r gi c v cc cng hin ca nhng i th cnh tranh, cng ty c th s dng n nh mt im nh hng cho vic nh gi ca mnh. nu sn phm ca mnh tng t sn phm ca mt i th quan trng, cng ty phi st gi vi cc i th y, khng th s b mt doanh s. Nu sn phm ca mnh tuyt hn, cng ty c th gi cao hn i th. Tuy nhin, cng ty phi thc c rng cc i th cnh tranh cng c th thay i gi ca h i li vi gi ca cng ty. v c bn, cng ty s s dng nh v sn phm ca mnh tng quan vi sn phm ca i th cnh tranh. Cc yu t bn ngoi khc

Khi nh gi, cng ty cng phi xt n nhng yu t khc thuc mi trng bn ngoi ca mnh chng hn, tnh hnh kinh t c th c mt tc ng mnh n hiu nng ca cc chin lc nh gi khc nhau. Cc yu t kinh t nh lm pht, tng trng hay suy thoi v li sut, u nh hng n cc quyt nh lp gi, bi v chng nh hng n ph tn sn xut ca mt sn phm ln nhng cm nhn ca ngi tiu th v gi c v gi tr ca sn phm . Cng ty cng phi xem xt gi c ca mnh c nh hng th no n nhng thnh vin khc thuc mi trng ca mnh. Nhng ngi bn li s phn ng ra sao trc cc mc gi? cng ty nn nh gi sao cho nhng ngi bn li c c mt li nhun tha ng, khch l h ng h, v gip h bn c sn phm mt cch hiu qu. Chnh quyn l mt nh hng quan trng khc ln quyt nh gi. Cc nh marketing cn phi bit cc lut l ang nh hng n gi c v m bo rng cc chnh sch nh gi ca cng ty l ng n. 2. Phng php tip cn tng qut v nh gi Gi m cng ty ra s nm khong no gia mt bn l gi qu thp khng c mt mc li no v mt bn l gi qu cao khng th c mt mc cu no. Ph tn ca sn phm s to thnh ci nn cho gi c. Nhng cm nhn ca ngi tiu dng v gi tr sn phm lp thnh cao. Cng ty phi xem xt gi ca i th cnh tranh, cng nhng yu t bn trong v bn ngoi khc tm ra mc gi ti u ca 2 cc y. Cc cng ty gii quyt vic nh gi bng cch chn mt li tip cn tng qut gia trn c s ca 3 loi cn nhc trn. nh gi da trn ph tn - nh gi cng thm chi ph. Phng php nh gi s ng nht l cng thm vo ph tn mt mc li nhun mc tiu: ta c th dng cng thc: G=Z+m Trong : G l gi bn n v sn phm. Z l ph tn cho mt n v sn phm m l li nhun mc tiu,%, m c th tnh theo % ca ph tn hoc %ca gi bn.

Tuy nhin phng php ny khng tnh n nhu cu v cnh tranh trn th trng nn cng cn nhng nhc im nht nh. Mt cch tip cn khc ca phng php nh gi theo ph tn v li nhun mc tiu l s dng phng php xc nh im ha vn. nh gi da trn ngi mua Ngy cng c nhiu cng ty nh gi da trn gi tr c cm nhn ca sn phm. H xem s cm nhn v gi tr ca ngi mua, ch khng phi ph tn ca ngi bn, l cha kha nh gi. H s dng nhng bin s phi gi trong phi thc marketing xy dng gi tr c cm nhn trong tm tr ngi mua. Gi c ra l t c ci gi tr cm nhn y. Cng ty s dng li nh gi theo gi tr cm nhn phi thit lp c gi tr trong ngha ca ngi mua trong s tng quan vi cc sn phm cnh tranh khc. nh gi da vo cnh tranh. nh gi theo thi gi: Khi nh gi theo thi gi cng ty cn c ch yu vo gi ca i th cnh tranh, t ch trng n ph tn hay sc cu . Cng ty c th nh gi bng, cao hn hay thp hn i th cnh tranh chnh. Cc cng ty nh th lm theo hng ng u. vic nh gi theo thi gi rt ph bin, ni no m co gin ca sc cu kh o lng c th gi thnh hnh tiu biu cho chsi khn tp th ca c ngnh s to ra c mt mc doanh thu tho ng. nh gi theo thi gi s bo ton c s ha hp ca c ngnh. nh gi u thu. nh gi da trn s cnh tranh cng chi phi cc x nghip u thu nhn vic. Cng ty nh gi da trn nhng i th cnh tranh. X nghip mun ginh c hp ng th phi nh gi thp hn cc x nghip khc. Cng ty khng th nh gi thp hn ph tn m khng phng hi n v tr ca mnh. Nhng cng nh gi cao hn ph tn, c may t c hp ng ca x nghip cng t i. H qu thun ca hai sc ko tri ngc nhau ny c th c miu t bng thut ng li nhun d kin ca mt cuc u thu c th no . S dng li nhun d kin nh mt tiu chun gi l iu c ngha i vi cng ty ln ang thc hin nhiu cuc u thu. 3. Cc chin lc nh gi sn phm mi.

Khi cng ty tung ra mt sn phm mi c th la chn cch nh gi thm d th trng. Hoc l nh gi cao- gi ht kem hay gi cht vi th trng.. hoc l nh gi thp nhm thm nhp th trng. nh gi cht vi th trng. Nhiu cng ty c pht minh c sn phm mi nh gi cao ban u thu c t sut li nhun ln trn mi n v sn phm. V gi cao nn s ngi mua khng nhiu, cng ty dn dn gim gi xung c thm khch hng mi. Vic nh gi cht vt th trng ch c ngha trong nhng iu kin nh s lng ngi mua c mc cu hin hnh cao, ph tn trn mi n v sn phm khi sn xut vi khi lng nh, khng qu cao n lm trit tiu li th ca vic ra mc gi m khch s chp nhn. Gia ban u cao s khng thu ht thm cc i th cnh tranh hay gi cao h tr c hnh nh v mt sn phm ho nh gi nhm thm nhp th trng Mt s cng ty khc nh gi sn phm tng i thp, hi vng rng s thu ht c mt lng khch mua ln v t c mt th phn ln. Dn dn do ci tin, tch ly kinh nghim, chi ph sn xut s h thp hn na v li nhun s tng ln Nhng iu kin sau y thun li cho li nh gi thp - Th trng rt nhy cm vi gi c v gi thp s kch thch sc tng trng ca th trng nhiu hn na - Chi ph sn xut v phn phi ngy cng gim do ci tin v tch ly c nhiu kinh nghim. - Do gi thp, gim bt c cnh tranh thc t v tim tng v i th khng thy hp dn khi li nhun t nh gi mt sn phm mi do m phng Khi cng ty c k hoch trin khai mt sn phm mi do m phng s phi xc nh v tr sn phm ca mnh (nh v sn phm). Cng ty phi quyt nh v tr cht lng v gi c ca sn phm y. Hnh 10-1 trnh by 9 chin lc c th c v cht lng v gi

H. 10-1. Chin lc phi hp gi c v cht lng

Nu Cng ty ng u th trng hin thi chim lnh 1 qua vic a ra sn phm ho hng v ra mc gi cao nht, th Cng ty mi gia nhp, c th thch trin khai mt trong s nhng chin lc khc. Cng ty mi y c th thit k mt sn phm c cht lng cao v ra gi trung bnh (2) thit k mt sn phm cht lng trung bnh v ra mt trung bnh (5) .v..v. Cng ty cng phi xem xt qui m v tc tng trng th trng trong mi v cc i th cnh tranh c bit. 4. Cc chin lc nh gi phc hp sn phm. Logic v nh gi cho mt sn phm l phi bit sa i khi sn phm y l mt phn ca mt phc hp sn phm. Trong trng hp ny, Cng ty cn tm kin c mt lot gi h tng t li nhun ti a ca c phc hp. Vic nh gi kh khn v mi sn phm thng c nhng tng quan v ph tn, nhu cu v s cnh tranh khc nhau. Chng ta s xem xt 4 trng hp sau y: nh gi mt hng. Cc Cng ty thng trin khai cc mt hng ca mt dy hay tuyn sn phm (product line). Th d hng Panasonic a ra 5 loi my quay vi deo mu, t ci n gin nng 2 kg n loi phc tp nng 2,8 kg gm h thng iu chnh nh sng, tiu c t ng v ng knh hai tc . Mi loi my ni tip trong chui mt hng y u c cng hin nhng c im khc na. Cc nh marketing phi quyt nh cc bc gi cho nhng loi sn phm khc nhau y. Cc bc gi y cn tnh n nhng cch bit v ph tn gia cc my y, nhng nh gi ca khch hng v cc c im khc nhau v gi c ca cc i th cnh tranh. Nu s sai lch v gi gia hai my k tip nhau m nh th ngi mua s

mua my tn tin hn sv iu ny s lm tng li nhun ca Cng ty nu sai bit v ph tn nh hn sai bit v gi c. Nu s cch bit v gi m cao th khch hng s mua nhng my t tn tin hn. Nhim v ca nh marketing l phi thit lp c nhng s khc bit v cht lng c cm nhn gp phn h tr cho nhng khc bit v gi c. nh gi sn phm ty chn. Nhiu Cng ty c a ra bn nhng sn phm ty khch chn thm cng vi sn phm chnh. Ngi mua xe hi c h t mua thm b phn in t iu khin ca xe, b phn lm tan dng m, b phn lm du nh sng.v.v.. Vic nh gi nhng b phm ty chn l mt vn khng n gin. Cc hng xe hi phi quyt nh xem nhng th no hnh thnh gi c v nhng th no s khch ty chn. Chin lc nh gi ca hng General Motors l qung co mt kiu xe n thun vi gi 8.000 la thu ht khch hng n phng trng by v dnh hu ht ch ca phng trin lm by nhng chic xe c th km theo vi gi 10.000 hay 12.000 la. Model tit kim th b ct xn rt nhiu tin nghi n ni phn ln ngi mua khng chung n. Khi hng GM tung ra loi xe mi c truyn ng bnh trc hiu J vo ma xun 1981, hng a vo trong gi mt s tin ch m trc y ch l nhng th ty chn. Gi y, gi qung co thng tng trng cho mt chic xe c trang b han ho. Tuy nhin v gi cao, nhiu khch hng do d khi mua sm xe. nh gi sn phm km theo. C nhng sn phm c dng km theo vi sn phm chnh. V d: li dao co dng vi dao co ru, phim dng cho my chp nh. Cc nh sn xut nhng sn phm chnh (dao co ru, my chp nh) thng nh gi chng thp v dn mc li cao cho nhng sn phm i km. Kodak nh gi my nh ca mnh thp v Cng ty kim c nhiu li t vic bn phim. Cc nh sn xut my nh m khng bn phim th phi nh gi my cao hn t li nhun mc tiu. nh gi sn phm ph. Trong ngnh ch bin tht, lc du, ha cht, luyn kim, thng c cc sn phm ph v sau khi x l, chng c nhng gi tr nht nh. Cc sn phm ph trong ngnh ch bin tht l da, xng, huyt, lng, tim, gan, trong ngnh lc du l nha ng, du nht; trong ngnh luyn kim l xi mng x, b tng x, kh l

cc, l cao..v..v. Khi tm kim c th trng tiu th cho cc sn phm ph ny, chng cho php gim c nhiu chi ph, do gim c gi bn sn phm chnh khin n c sc cnh tranh cao hn. 5. Cc chin lc iu khin gi c. Cc Cng ty thng phi iu chnh gi bn do nhng iuukin, han cnh mi trng thay i hoc do cc yu t lin quan n hch hng. Cc chin lc iu chnh gi bao gm: nh gi chit khu. Chit khu tin mt. Chit khu tin mt l s gim gi cho nhng ngi mua no thanh ton sm. Mt v d tiu biu: Nu ngi bn ghi l 2/10 net 30 c ngha vic thanh ton c ko di trong vng 30 ngy, nhng ngi mua c th c li 2% trn gi nu thanh ton ha n trong vng 10 ngy. Nhng chit khu ny kh ph bin v phc v cho mc ch ci thin thanh ton khan ca ngi bn v lm bt ph tn thu n cng nh lng n kh i. Chit khu s lng l s gim gi cho nhng ngi mua nhiu. Chit khu ny phi c p dng cho mi khch hng nhm khch l h mua nhiu nh gim c nhiu ph tn v tng c tng li nhun ca Cng ty. Chit khu chc nng cn c gi l Chit khu thng mi c nh sn xut ginh cho cc thnh vin trong knh phn phi nhm kch thch h han thnh tt cc cng vic ca h. Chit khu theo ma l s gim gi cho cc khch hng mua hng hay dch v vo mu vng khch. V d cc khch sn vng bin gim gi phng vo ma ng lnh. nh gi phn bit. Cc Cng ty thng thay i mc gi ty theo i tng mua (tr em, thng binh, sinh vin thng c gim gi v xe la, my bay) hoc ty loi bao b, cch phc v, ch ngi (trong rp ht, rp chiu bng), theo ngy hay gi phc v. nh gi tm l. y ngi bn khng ch lu tm n vn kinh t m cn n kha cnh tm l hc ca gi c na. Hy xem mt u my video gi 300 la vi mt

u my cng loi gi 299,95 la. Chnh lch thc t c 5 xu nhng s cch bit v tm l rt ln. Khch hng cho my bn vi gi 299,95 la l r, n nm trong phm vi trn 200 la ch khng phi phm vi 300 la. Ngi mua c cm gic c mua vi gi r hn s vui hi, hi lng hn. nh gi qung co. Do nhng han cnh no , cc Cng ty s tm thi nh gi sn phm thp hn gi nim yt v thm ch c lc thp hn c gi thnh. Vic nh gi qung co mang nhiu hnh thc: - nh gi qung co bn gi vn vo dp c bit no . - Hi khu tin mt gi trc tip n khch hng khi mua sn phm ca Cng ty. y l mt cng c linh hot gii quyt sn phm tn ng. - Chit khu tm l: ngi bn ra mt mc gi cao gi to cho mt sn phm v ri bn ra vi gi tht thp. Chng hn trc y gi bn 599 a nay cn 299 la. nh gi theo a d Vi nhng khch hng cc min khc nhau trong nc, Cng ty phi nh gi nh th no? Cng ty nn nh gi cao i vi khch hng xa trang tri chi ph vn chuyn cao hay nn tnh cng mt gi cho khch hng bt k u. nh gi theo a d gm c: * nh gi FOB. nh gi FOB l nh gi hng ho vi iu kin hng ho c giao ln sn ca phng tin vn chuyn. Sau khch hng chu chi ph vn chuyn tip n im n. C ngi cho rng y l cch cng bng nht phn chia chi ph vn chuyn. Tuy nhin Cng ty s kh thu ht c cc khch hng xa, khi cc i th cnh tranh c th cung cp cho cc sn phm tng t c gi bn bng hoc cao hn Cng ty mt cht nhng khch hng khng chu chi ph vn chuyn ln. * nh gi ng vn ph. y Cng ty ra mc gi bn nh nhau i vi mi khch hng bt k h u. Li nh gi ny tng i d qun l v cho php Cng ty duy tr c mc gi c qung co khp nc.

* nh gi theo vng y l s trit trung gia nh gi FOB v nh gi ng vn ph. Mi khch hng trong vng u mua vi mt mc gi nh nhau tuy nhin nhng vng gip ranh s c chnh lch v gi mc d khch hng rt gn nhau. * nh gi min thu vn ph. Nh kinh doanh no quan tm n cc khch hng nhiu hn nhm cnh tranh, h c th chu tan b ph tn vn chuyn thu ht khch. Ngi ta lp lun rng: Nu bn c nhiu hn, ph tn bnh qun s h xung v b li c phn vn ph phi gnh thm y. Li nh gi ny dng xm nhp th trng v cng ng tr c trong nhng th trng ngy cng cnh tranh nhiu hn. 6. Nhng thay i v gi. Ch ng gim gi Nhiu han cnh c th lm cho mt Cng ty phi xt n chuyn gim gi sn phm ca mnh xung mc d iu nyc th gy nn nhng trn chin v gi c. Mt nguyn nhn l s qu tha nng lc, Cng ty th cn thm khch hng nhng khng th t dc bng cc bin php khc. T cui nhng nm 70 nhiu Cng ty t b li nh gi theo hng dn u v chuyn sang li nh gi linh hot. C nguyn nhn khc na l s gim th phn ng k do cnh tranh mnh lit v gi. Mt s ngnh cng nghip M xe hi, in t, gia dng, my nh, ng h v thp ang mt dn th phn vo tay cc i th cnh tranh Nht Bn v sn phm ca Nht c cht lng cao li ang bn vi gi r hn sn phm ca M. Gng General Motors phi gim gi xe hi iu mini ca mnh xung 10% vng b ty ni m s cnh tranh ca ngi Nht mnh nht. Cc Cng ty cng s ch ng gim gi trong mt chin dch nhm chi phi th trng thng qua ph tn tht. Hoc Cng ty khi u vi ph tn thp hn i th, hoc ch ng gim gi vi hy vng t c th phn l iu s dn ti ph tn tht khi khi lng ln/ Ch ng tng gi Trong nhng nm gn y, nhiu Cng ty phi tng gi ln. Mt s tng gi thnh cng c th lm tng li nhun. Nguyn nhn chnh ca s tng gi l do s lm pht chi ph dai dng c tnh tan cu. Mc tng nng sut khng snh kp vi

vt gi gia tng gm dn bin t li nhun, khin cc Cng ty c phi tng gi ln mi. Nhiu Cng ty thng nng gi cao hn mc vt gi gia tng trong s tin on rng s lm pht cn cao hn na. Mt yu t khc dn n chuyn tng gi l mc cu qu . tng gi thnh cng, doanh nghip nn trnh to n tng mnh l k c nc ko c. Phi h tr vic tng gi bng mt chng trnh truyn thng, nhm ni cho khch hng bit l do tng gi. Cc lc lng bn hng ca Cng ty nn gip khch hng tm cc phng cch tit kim. Phn ng ca ngi mua i vi vic thay i gi c Khch hng khng lun lun hiu ng v s thay i gi c. Mt s gim gi c th lm cho khch hng nghi ng: sp c mt model mi thay th, mn hng c khuyt im g v bn khng chy, cht lng hng b gim.v.v Mt s tng gi thng lm gim khi lng bn ra, c th c mt s ngha tch cc i vi ngi mua: Mn hng bn rt chy, nu khng mua ngay c th khng mua c, mn hng c gi tr tt khc thng.v.v... Phn ng ca i th cnh tranh i vi s thay i gi c. Cc nh cnh tranh rt d phn ng vi s thay i gi. Lm th no Cng ty c th lng trc c cc phn ng c th c ca cc nh cnh tranh? C th phn ng ca i th cnh tranh nm trong chiu hng chung ca vic thay i gi - Nh vy phn ng ca i th c th lng trc c. C th i th coi s thay i gi nh s thch mi v phn ng theo quyn li ring ca h. Trong trng hp ny Cng ty phi xc nh xem phn li ring ca h. Trong trng hp ny Cng ty phi xc nh xem quyn li ring ca h l g? Khi c nhiu nh cnh tranh Cng ty phi d on c phn ng ca mi i th. p ng vi nhng thay i gi c. Cng ty nn p ng th no i vi mt s thay i gi do i th cnh tranh khi xng. Cng ty cn xem xt nhng vn nh ti sao i th thay i gi? i th lp k hoch thay i gi tm thi lu di. iu g s xy ra cho th phn v li nhun ca Cng ty nu Cng ty khng phn ng li? hay p ng c th c ca i th s nh th no?

Trn c s phn tch mc tiu, chin lc ca i th nhng mt mnh mt yu ca h, nhy ca gi c v gi tr ca th trng Cng ty cn c nhng phn ng linh hot v sng to ty theo nhng iu kin v han cnh c th. Cc vn ny chng ta s tham kho thm trong cc tnh hung, ti liu c thm v bi tp c a ra di y. Bi tp tnh hung: Thnh vng qua cnh tranh gi c ca Southwest Airlines Nhng nm gn y, gi c l v kh c chn trong cuc u tranh ginh khch ca cc hng hng khng. Hin nhin l nhng cuc chin tranh gi c mang li ch cho hnh khch thng qua gi v my bay thp hn nhng thng thng khng to ra c cc khch hng trung thnh hay li nhun n nh cho cc hng hng khng tham gia cnh tranh. Tht vy, gi thp v nhng chin lc gi khng hp l gy nn s suy thoi ca mt s hng hng khng (Eastern, Braniff) v buc mt s hng khc phi t di s bo v ph sn (TWA, Continental. America West). Trong tnh trng hn lon , t nht c mt hng vn ti hng khng Hoa K Southwest Airlines - s dng yu t gi trong chng trnh marketing ca h gi c khch hng v to c li nhun. V c bn. Southwest cung cp nhng dch v khng kiu cch vi gi v thp trn hn 1.200 chuyn bay c ly ngn hng ngy gia khong 36 thnh ph trong khong 1/3 s tiu bang. Qua nhiu nm Southwest t k lc v li nhun n nh m cc hng hng khng Hoa K khc khng th ch li c Chuyn bay u tin ca Southwest Airlines ct cnh nm 1971. Ban u, 4 chic my bay ca hng ch phc v 3 thnh ph ca Texas Dallas, Houston v San Antonio. H bt u thc hin dch v lin bang nm 1978. Vn ti hng khng da trn cc tuyn a phng c l ngn, nh Phoenix Las Vegas v St. Louis Kansas City. Nhng chuyn bay ca hng ko di trung bnh 55 pht. Hng khng c cc chuyn bay vt i dng. Southwest trnh cnh tranh i u vi cc hng hng khng ln nht. Cng ty tp trung vo cc th trng m h nh gi l c qu t chuyn bay v gi v my bay tng i cao. Gi ca hng thp hn hn gi th trng, c th t 50 n 60% thp hn gi v trc y ca cc i th cnh tranh trn cng ng bay. Thng thng, s xm nhp ca Southwest vo mt th trng gy ra mt cuc chin gi c ko di.

T 100.000 hnh khch nm 1971, s hnh khch c bn ca Southweth tng ln n trn 25 triu hng nm. S thnh cng ca hng c th gy ngc nhin khi xem xt cc loi dch v m Southwest khng cung ng cho hnh khch: khng c khu vc hng nht, khng c ch ngi n nh, khng c thc n v khng c trung chuyn hnh l gia cc hng hng khng. Nhng khon ct gim ny tht ra c hn c s b p bi nhng g m khch hng nhn c t Southwest: nhng chuyn bay thng xuyn, n ng gi, phc v t t v gi th trng. Theo li ca Herb Kellerher, ch tch Cng ty, Ngi ta lun lun mun c dch v cht lng cao vi gi thp, c cung cp bi nhng ngi vui thch cng vic h lm, Southwest l ngi thng xuyn thng cuc hng thng trong ci gi l 3 vng min ca ngnh thc hin ng gi tt nht, t l khch hng khiu ni thp nht v mc thp thot hnh l thp nht. Qua nhiu nm, ch chiu th ca Southwest thay i vi l do chnh ng. Trong mt phn ca thp k 70, hng t qung co mnh nh l mt cch tt nht bay v cc nhn vin phi hnh n mc qun nng (hotpants) (qun ngn b st). Ngy nay, vi mt ngn sch qung co hng nm khong 25 triu USD. Southwest nhn mnh vo cc chin dch thch hp trong cc th trng a phng. V d, vi tuyn bay chnh n sn bay v i OHare Chicago ang xy dng, Southwest nhn mnh s d dng a cc chuyn bay ca h ra vo Midway sn bay khc ca Chicago. Do Southwest nhn mnh yu t gi thp, hng phi duy tr chi ph thp t li nhun. Vi tm nim , Cng ty c gng gi cho cc my bay hot ng cng nhiu cng tt. Lm nh vy, Cng ty s dng ti sn t tin nht ca h, phi i khong 125 my bay, vi hiu qu cao nht. V Southwest c gi gi bay ca my bay khong 11 gi mi ngy, so vi mc bnh qun ca ngnh l 8 gi. Mi khi my bay ca Southwest h cnh, n mt trung bnh 15 pht (kh hn mc bnh qun 45 pht ca ngnh chun b cho chuyn bay k tip. Hn na, gim chi ph hun luyn nhn vin v ph tng tn kho, hng ch s dng mt loi my bay Boeing 737 Mt cch khc Southwest kim sot chi ph l duy tr mt lc lng lm vic nng sut cao. Do hng thng s dng mt nhn vin gc ca, thay v 3, n khch ln my bay. Nhng chin thut nh vy cung cp cho Cng ty vi chi ph hot ng thp nht ngnh, di 7 cents cho mi n v dm ch ngi c sn; cc hng hng khng khc thng chi ph trong khong t 9 n 15 cents.

Khng kh lm vic ti Southwest c sp t bi Kelleher, ngi tng cng vn ha v nhn sinh ca hng bng cch thm ving cc nhn vin nm vin v mang bnh rn n cho cc nhn vin khi h lm vic bo tr my bay vo gia m. Vi s thiu vng cc dch v (thc n, ch ngi n nh,v..v), ngi ta c th ngh n t c s trung thnh vi hng. Tuy nhin, nhiu khch hng ca Southwest rt trung thnh, ngay c cung tn, trong vic ng h hng. Ti sao? V mt iu, nhng li ch ca dch v t t, thng xuyn, ng gi kt hp vi gi v thp biu th mt gi tr to ln i vi nhiu hnh khch i my bay. Southwest cng i x vi khch hng nh l nhng c nhn bng cch gi thip mng sinh nht n nhng hnh khch i my bay thng xuyn v bng cch mi mt vi ngi trong s h d cc cuc phng vn nhng nhn vin phi hnh tng lai. Southwest tm kim v thng t c mt s hin din thng sot trong cc th trng hng phc v. V d, hng vn chuyn khong 2/3 s hnh khch i my bay trong bang Texas. V t khi thm nhp vo California cch y vi nm, hng t c 25% th phn trong tiu bang. Cc hng hng khng khc chc chn lu n Southwest. Vi hng xem xt kh nng bt chc chin thut ca Southwest. V d, Hng hng khng ln nht Hoa K, American Arilines, ang thc hin nhng nghin cu xc nh xem c nn chuyn mt s hot ng ca hng sang phng cch gi thp, khng kiu cch. T trin vng ca hng, Southwest khng coi cc hng hng khng khc l i th cnh tranh ch yu. Tt hn, hng nhm n xe hi t nhn v dch v xe but lin tnh nh l s cnh tranh chnh yu i vi dch v gi thp, khng kiu cch ca hng. S liu thng k cho thy rng s thm nhp ca Southwest c th lm pht trin th trng du hnh hng khng trong mt khu vc. V d, s hnh khch bay gia Oakland v Ontario, tng vt 123% trong qu u tin m Southwest bay gia cc thnh ph ny. Mc tiu ca Kelleher l gia tng s hnh khch ca Southwest khong 15% mi nm. Do cha h cnh xung khong 36 tiu bang, nn chn chn hng cn kh nng pht trin. Nhiu thnh ph yu cu hng bt u phc v cng ng ca h, nhng Southwest rt thn trng khi thm nhp vo cc th trng mi. V d, nm 1991 hng ch thm Sacramento vo bng k cc im n ca hng.

C vi mi lo ngi trong Cng ty rng s pht trin lin tc s lm thay i c bn tnh th ca Southwest Airlines lm cho n t hp dn hn i vi hnh khch i my bay hoc i vi nhn vin ca hng, hoc i vi c hai. chng li s e da ny, hng yu cu mt nhm nhn vin xc nh xem bng cch no Southwest c th duy tr tt nht khng kh thn thin, v nhn sinh. Cu hi: 1. Hng Southwest phi lm g vi cc loi ph (nh nh ph, chi ph bin t) c th kim sot c mc gi c ca mnh? 2. 3. Li th no mang tnh ring bit ca hng Southwest? Southwest s phi dng chin lc gi no nu khi cc hng

hng khng khc cng bt chc vic gim gi cng nh cung cp cc dch v n gin, khng cu k?