Qun tr Marketing GVHD: TS.

NGUYN XUN LN

MC LC

LI M U......................................................................................................................................2 PHN I: PHN TCH TNH HNH CHUNG.....................................................................................3 PHN III: CHIN LC MARKETING-MIX CHO SN PHM.................................................18

Nhm: NH2A

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LI M U Hin nay, hc sinh i hc lun phi mang theo rt nhiu sch v, dng. Cc bn sinh vin hay nhng nhn vin cng s lun trang b cho mnh mt chic laptop thun tin cho hc tp v cng vic. Do , Ba l tr thnh mt vt dng tin ch cn thit ca nhng ngi nng ng. Song vi nhu cu hin nay, khi ra ngoi vi nhiu vt dng cn thit lm cho trng lng ba l khng nh. Vic mang vc i li, di chuyn vi chic ba l ln lm cho ngi s dng cm thy mt mi v khng thoi mi. i lc h thy rt bc bi khi phi mang vc nng, nht l nhng ngy thi tit nng nng oi bc. Mt chic ba l bnh thng ch c xem l mt vt dng cha ng cc dng ca mi ngi nh: sch v, o qun, laptop, dng c nhnNhng vi mt chic ba l ci tin th khc, n khng ch dng ng m cn to cm gic mt lnh thoi mi cho ngi s dng trong ngy h nng bc, khng ch th cn c chc nng matxa lm xua tan i nhng nhc mi, mt nhc cho ngi s dng khi phi mang vc ba l nng vo thi gian di. Vi mong mun mang n s thoi mi v cht lng tt nht n ngi tiu dng. Sn phm Ba l m nc c ht matxa s mang li cho khch hng s hi lng nht, cm nhn s tin li, tt cho sc khe m khng lm mt i cc tnh nng vn c. Nng, ngy 15 thng 06 nm 2013 Nhm hc vin K26.QTR.N thc hin.

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PHN I: PHN TCH TNH HNH CHUNG

I. KHI QUT V DOANH NGHIP: 1. Khi qut chung: Tn cng ty bng ting Vit : Cng ty TNHH may ti xch Minh Tin Tn giao dch quc t : Miti co., ltd Tn vit tt : Cng ty TNHH Minh Tin a ch tr S chnh : 155 D Nam, Phng 3, Qun 8, TP H Ch Minh in thoi: 088569114 Fax: Email : 088511397 miti@hcm. vnn. vn

Website : WWW. miti. com. Vn Chi nhnh min Trung : 191 L Dun- TP Nng Chi nhnh Min Bc : 58 Ngc Khnh- Ba nh- H Ni in thoi : 04. 8316777 Fax : 04. 8316777 c thnh lp t nm 2000. Tin thn l c s may ti xch Minh Tin c thnh lp t nm 1987. Trn 25 nm kinh nghim truyn thng cng ty k tha v hin i ha dy chuyn sn xut ca mnh ln mt tm cao mi. sc sn xut nhng sn phm may k thut cao v tinh xo. Hin ti vi quy m din tch nh xng trn 5000m2. Vi 5 chuyn sn xut hin i cng i ng nhn vin trn 500 ngi. p ng hu ht cc n hng v s lng ln t cc khch hng uy tn trong nc v trn th gii. Vi s u t my mc hin i v i ng cng nhn lnh ngh. MiTi lun l nh cung cp uy tn nht vi phng chm: "CHT LNG CAO - GIAO HNG NG HN - GI C CNH TRANH NHT".

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Cng ty TNHH may ti xch Minh Tin ra i theo quyt nh s 4102001226 ngy 1 thng 6 nm 2000 do s k hoch u t Thnh ph H Ch Minh cp. S vn iu l ban u l 800. 000. 000 ng v cng ty quyt nh m rng thm chng loi sn phm nh : cp hc sinh, balo, ti du lch, catap, vali. . . T n nay tri qua by nm i mi v pht trin, cng ty t c nhng thnh tu vt bc nh sn phm c ngi tiu dng trong c nc tn nhim v to c v th nht nh trn th trng. n nay cng ty tng vn iu l ln trn 8 t ng v trang b c nhiu my mc dy chuyn sn xut hin i, nng cao nng lc sn xut v i sng ca cng nhn vin trong cng ty c n nh. t c nhng thnh cng cng ty tri qua mt qa trnh n lc khng ngng vn ln ci tin i mi sn phm cho ph hp vi c im nhu cu khch hng. Thng hiu MiTi Lun lun bn bn 12 nm lin c ngi tiu dng bnh chn hng Vit Nam cht lng cao.Qu trnh hnh thnh v pht trin ca cng ty c th chia lm hai giai on. Quy m doanh nghip hin nay l 5 dy chuyn may: - Dy chuyn may valy - Dy chuyn may cp cng s, cp hc sinh - Dy chuyn may bal hc sinh, balo du lch - Dy chuyn may ti thi trang - Dy chuyn may tht lng 2. Sn phm ca doanh nghip. Khi i sng ngi dn ngy cng c nng cao, h khng ch n no, mc m m gi y h bit lm p hn cho bn thn bng cc loi sn phm khc nhau. Vic tiu dng sn phm l cch m h th hin ng cp, phong cch, c tnh ca mnh. Nm bt xu th cng ty bt u ch ti nhng nhu cu, s thch, mong mun ca tng i tng khch hng v t a dng thm nhiu mt hng mi vi nhng kiu dng mu m mi khng ngng c ci tin. Tuy nhin khi c ch m ca thng thong hn, iu kin kinh doanh d dng hn th li c nhiu i th cnh tranh tham gia vo th trng. cnh tranh c Minh
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Tin i su vo nghin cu th trng hn v nh r v th sn phm ca mnh, tp trung vo phn khc v la chn nhm khch hng mc tiu ca mnh c th hn. Nh vy m n nay Minh Tin khng ch sn xut mt mt hng ti xch m m rng ra nhiu loi sn phm khc nhau nh: valy, cp hc sinh, ti du lch, balo. . . v vi mi loi sn phm c phn chia tp trung vo mt vi nhm khch hng mc tiu nht nh nh: - Ti xch dnh cho gii tr, ti kiu vn phng dnh cho nhn vin i lm hng ngy ph bin l mu ti vung hay ch nht vi cht liu simili gi hay vi c gn thm cc hnh th vt d thng vi gi ph hp. Balo v cp sch ginh cho hc sinh cp I, cp II vi nhiu ngn, kiu dng phong Valy, catap l nhng sn phm ch yu ginh cho ngi i du lch, cng tac. . . ph vi nhiu hnh ho nhn vt hot hnh, chuyn tranh ang c cc bn nh yu thch. vi nhng tnh nng ph hp vi tnh cht cng vic. - Balo v ti du lch vi nhiu kch c, kiudng ph hp vi a hnh, a im du lch nh c loi ko, xch hoc eo rt tin li cho mi thnh vin trong gia nh. Cc sn phm mang thng hiu " Miti" u c gn cc ha tit thi trang, logo v c bo hnh cho tng loi sn phm. Cc loi cp hc sinh, balo thng c bo hnh 1 nm, cn cc sn phm vali thng c bo hnh 3 nm. Khng ch tp trung vo vic ci tin kiu dng, mu m m doanh nghip cn tm cch thay i cht liu lm ra sn phm ph hp tng khch hng. Ma tu trng nm 2004 Miti tung ra th trng dng sn phm cp siu nh c sn xut theo cng ngh ring. Cp siu nh Miti c nhiu tnh nng mi m to s khc bit vi cc sn phm khc cng loi trn th trng gip cc em hc sinh nht l tui tiu hc mang vc sch v n trng hng ngy nh nhm hn. Cng trong thi gian ny Miti cn sn xut cc loi vali, ti xch c cn ko mang thng hiu Miti tng tnh tin nghi cho ngi s dng vi cc bnh xe quayc 3600. Cn ko ca cc Vali m bo chu lc ln n 50kg/ cm 2. Ti xch, valy du lch c cc b gm nhiu c ln nh khc nhau cc thnh vin gia nh c th chn theo thch Vi tng bc i mi khng ngng vi nhng sng to nhm lm tho mn nhu cu khch hng n nay Miti c mt ch ng vng chc trong tm tr ngi tiu dng trong
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c nc v ang tng bc t ra cc mc tiu cao hn nht l trong xu th hi nhp v pht trin vi bn ngoi nhm tng bc vn ra th trng th gii. 3. Khch hng ca doanh nghip: T cc sn phm phc v cho khch hng c th thy cc nhm khch hng chnh ca doanh nghip bao gm: - Nhm khch hng l cc em hc sinh cp I, II. y l nhm khch hng chim thng i ln. c im ca nhm khch hng ny l tui cn nh, ph thuc vo b m nn vic mua hng chu nhiu tc ng ca ngi ln. Chng thng thch nhng sn phm c nhiu mu sc, hnh ha cc nhn vt hot hnhvi nhiu ngn kch c khc nhau. - Nhm khch hng l nhng nhn vin cng s. h l nhng tr thc, c thu nhp, c mi quan h v giao tip rng. Do sn phm phi lm bng cht liu tt mu sc sang trng. - Nhm khch hng l n gii phong cch tr trung. Sn phm cho nhm khch hng ny th hin s n tnh, lng mn, sang trng 4. C cu t chc ca cng ty: - Hnh nh lnh o: Lnh o ca cng ty Minh Tin c k tha truyn thng gia nh. Vi kht vng cao v tr trung nng ng cng kin thc y khoa vn dng vo thit k cc sn phm mang tnh thn thin mi trng v khng nh hng ti sc khe, c bit l tr em. Lnh o cng ty Minh Tin l ngi lun chu kh hc hi v gp g, tham gia nhiu kha hc qun tr kinh doanh v ti chnh, tham gia hu ht cc bui hi tho quan trng nhm thc y i ng nhn vin a cng ty ln mt tm cao mi. - Ngoi ra, c th chia c cu ca cng ty thnh: Khi sn xut v khi vn phng.

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5. Tiu ch bn hng: - Bn hng chnh hng Vi nh hng ch kinh doanh hng chnh hng, Shop online Valy.vn ch phc v nhng sn phm cht lng t cc thng hiu ni ting nh Miti, Bavio...vi ch bo hnh chu o. Shop online Valy.vn cng thc hin cam kt cht lng sn phm v ch chm sc khch hng cao nht khi cung cp dch v gia tng min ph v dch v i hng chc chn qu khch s hi lng vi quyt nh mua hng ca mnh.
- Gi tt nht v khuyn mi khng ngng

Vi s h tr v cam kt ca cc thng hiu ni ting nhm mang ti khch hng nhng sn phm thng hiu mc gi tt nht km nhiu qu tng khuyn mi khi mua cc sn phm ti Shop online valy.vn. ng thi, nhiu u i mua sm mi ngy c thc hin trong h thng phc v cho nhu cu cc khch hng mua sm.
- a dng ha sn phm

Vi Shop online valy.vn cc sn phm v cng a dng vi hn 200 mt hng thuc 18 dng sn phm, trong c nhiu mt hng valy, balo - cp laptop c ngi tiu dng u chung nht
- Phong cch phc v v t vn chuyn nghip

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n vi shop online valy.vn qu khch s cm nhn c phong cch phc v tn tnh, hiu khch v tinh t ..Kcc gian hnghop online valy.vn, mi khch hng u c m bo c Nhn vin bn hng t vn, gii thch tn tnh mi thc mc bn c c quyt nh nhanh chng v ng n nht.
- Dch v hu mi chu o

Thc hin cc chnh sch hu mi t chnh hng, m bo cc thng tin trung trc cho nhu cu khch hng nh t vn mua sm, t vn s dng, bo hnh, Hng nm cng ty TNHH may ti xch Minh Tin cung ng ra th trng hng chc nghn cc loi sn phm ti xch, balo, cp cng s, cp hc sinh phc v nhu cu khch hng trong c nc em v li nhun cho cng ty v np ngn sch nh nc hng t ng. Cc mt hng ca cng ty c ng o ngi tiu dng trong c nc tn nhim v t lu thng hiu Miti tr ln quen thuc vi khch hng khu vc pha Nam. Trong thi gian ti cng ty tip tc qung b thng hiu ca mnh ra Bc cng vi cc dng sn phm mi ci tin theo nhu cu ca khch hng. Trong thi gian ti cng ty s c gng pht trin hn na thng hiu Miti s c ngi tiu dng trong c nc nhc n u tin khi la chn sn phm v ti xch,cp hc sinh
II.

CC TC NG, NH HNG N MI TRNG KINH DOANH: 1. Phn tch nng lc cnh tranh: Vi 25 nm kinh nghim trong lnh vc sn xut balo, ti xch Miti , ang v s tip tc l s la chn ca ngi tiu dng trong v ngoi nc trong xu th hi nhp hin nay. Vi mng li ca hng gii thiu v phn phi sn phm rng khp, cng vi i ng cn b cng nhn vin nhit huyt, tay ngh cao, v vy thng hiu Miti ngy cng khng nh tn tui ca mnh trong tm tr ngi tiu dng. Vi th phn trong nc v quc t ngy cng m rng, vi nhng gii thng uy tn trong v ngoi nc a thng hiu Miti n gn hn vi ngi tiu dng. Ngi tiu dng hon ton c th la chn nhng sn phm mang nhn hiu Miti ph hp vi nhu cu tiu dng ca mnh.

Nhm: NH2A

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2. Mi trng vi m: a. Nh cung cp: Nh cung cp l mc xch quan trng trong dy chuyn cung ng gi tr cho khch hng. H cung ng nhng ngun lc cn thit cho cng ty sn xut ra cc hng ho v dch v. Nhn thc c tm quan trng ca cc nh cung cp, cng ty Miti xy dng mng li nh cung ng thng xuyn cho doanh nghip ngay c khi tnh hnh khan him nguyn vt liu hay bin ng gi c. b. Cc trung gian Marketing: Cc trung gian Marketing l gip cng ty trong vic c ng, bn v phn phi hng ho dch v n nhng khch hng cui cng. Mun khch hng bit n sn phm, ri sau ra quyt nh mua hng th cc trung gian Marketing ng vai tr ht sc quan trng. Vi li th s hu c cc trung tm trng by sn phm, 41 ca hng bn l v phn phi sn phm rng khp, cng ty Miti nhanh chng tip cn cc sn phm mi ng o ngi tiu dng. Ngoi ra cng ty thng xuyn t chc gii thiu sn phm mi km vi cc phng php chit khu doanh thu cho cc nh phn phi v bn l ti cc a phng m cng ty cha c ca hng trng by gii thiu sn phm. Cng ty xc nh doanh s bn hng t cc i l l ngun thu chnh v cc i l c nhiu cch ring bn hng, h hiu vn ho, hnh vi mua hng t cc khch hng tim nng ti a phng hn chnh doanh nghip. Bn cnh , b phn Marketing ca cng ty phi hp vi cc vn phng dch v Marketing bn ngoi thit k nn nhng chng trnh truyn thng c ng hu hiu nhm qung b sn phm v a sn phm n vi ngi tiu dng. i vi cc trung gian ti chnh hin thi, cng ty tip tc bt tay vi h bo m cho nhng n hng c gi tr ln. Hin ti cng ty ang hp tc vi tp on Ocean (OCG) khi ng mt s d n trung tm thi trang. Ocean Bank l mt trong nhng nh ch ti chnh t nhn ln ti Vit Nam, Legamex c th s dng nhng th mnh ca Ocean Bank thc hin nhng hp ng c gi tr ln v c tnh bo m cao.

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c.

i th cnh tranh:

Vi nhng sn phm hin ti, cng ty hin c kh nhiu i th cnh tranh m in hnh l: cng ty TNHH may S T Vng, cng ty sn xut balo ti xch Mr. Vui, i vi sn phm Ba l m nc ht matxa, th trng trong nc, cng ty khng gp bt c tr ngi no t i th cnh tranh v sn phm giy thng mnh hon ton c o v mi l cho nn khi sn phm xm nhp th trng cng ty Miti s tr thnh dn o th trng. Tuy nhin, khi sn phm dn c ch ng ti th trng trong nc, cng ty cng tip tc nghin cu ci tin v mu m, cht lng cng nh gi thnh sn phm nhm to to li th cnh tranh vi cc i th cnh tranh chc chn s cho ra i nhng sn phm tng t. 3. Mi trng v m: a. Mi trng nhn khu hc: y l nhn t quan tm hng u ca cc nh qun tr Marketing ni chung, v cc nh qun tr Cng ty TNHH May Ti Xch Minh Tin ni ring v con ngi hp thnh th trng cho cc doanh nghip. Cc yu t nh quy m, tc tng dn s..u chi phi n quy m, c cu th trng ngi tiu dng, t nh hng n cc quyt nh Marketing ca Cng ty. Vit Nam vi quy m dn s ln,theo s liu ca tng cc thng k, dn s ca Vit Nam nm 2012 vt ngng 88 triu ngi; tc tng dn s cao 1,04 % . Do nhu cu v tiu dung cng tng cao. y l c hi Miti rng quy m th trng p ng quy m nhu cu tng . Theo gii tnh: dn s nam 43,47 triu ngi, chim 49,5 %; dn s n 44,37 triu ngi chim 50,5 %. Theo a l: Dn s khu vc thnh th l 26,88 triu ngi chim 30,6 %; dn s khu vc nng thn l 60,96 triu ngi chim 69,4 %. Qua dn s khu vc nng thn vn chim t trng rt ln, v vy Miti cn quan tm n vic m rng knh phn phi bn l nhng khu vc ny; to ra nhng sn phm c gi thnh hp l.

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Theo c cu tui: t 0-14 chim 24 %, t 16-64 chim 70 %, trn 64 l 6 %, vi lng dn s tr cao nh hin nay rt thun li cho cng ty cung ng sn phm Balo m nc matxa ny. b. Mi trng kinh t: Tng sn phm trong nc (GDP) nm 2012 theo gi so snh 1994 c tnh tng 5,03% so vi nm 2011, trong qu I tng 4,64%; qu II tng 4,8%; qu III tng 5,05%; qu IV tng 5,44%. Nh vy, mc thc t 5,03% theo thng k ny thp hn so vi mc c tnh trc ca Chnh ph, d kin vo khong 5,2-5,5%. Theo nh gi ca c quan thng k, mc tng trng nm nay tuy thp hn mc tng 5,89% ca nm 2011 nhng trong bi cnh kinh t th gii gp kh khn, c nc tp trung thc hin mc tiu u tin kim ch lm pht, n nh kinh t v m th mc tng nh vy l hp l. iu ny lm thay i v nng cao ng thi tiu dng ca ngi dn, h c xu hng tiu dng nhng sn phm kiu bn p, chc chn, v tt cho c th. V vy sn phm Balo matxa ra i p ng y cc nhu cu ca ngi tiu dung. c. Mi trng t nhin: Mi trng t nhin lun lun c nhng nh hng to ln n qu trnh sn xut v cung ng sn phm Ba l m nc ht matxa trn th trng. Ngun nguyn liu ngy cng khan him i v mc nhim mi trng ngy cng nng n iu ny nh hng nghim trng n qu trnh sn xut sn phm Ba l m nc ht matxa. v th cng ty Miti phi t chc c cc quy trnh sn xut ph hp ng thi c nhng bin php x l sn phm ph thi khng lm nh hng tiu cc n mi trng trong qu trnh sn xut v n th hin trch nhim ca Miti theo quan im Marketing x hi. i ph vi s khan him v thiu ht v ngun lc, cng ty Miti lun lun chun b nhng phng n thay th ngun lc ph hp to ra sn phm Ba l m nc ht matxa cht lng cao. Nguyn vt liu c th c chn la t cc th trng khc nhau nhm a dng ho cc ngun nguyn liu ni ngoi nhp ng thi gip cho t chc ch ng trong vic qun l chi ph mt cch hiu qu nht. d. Mi trng chnh tr:

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Nc ta mi bc sang nn kinh t th trng, h thng php lut cn thiu nhiu. Nhng trong nhng nm gn y, nh nc ban hnh nhiu lut, php lnh v ngh nh ... nh: Hin php, Lut dn s, Lut doanh nghip, Lut thng mi, Lut thu...; Php lnh hp ng kinh t ; Ngh nh v qung co, v nhn hiu sn phm. Mi hot ng ca cng ty t trc n nay u da trn nguyn tc do lut nh, khng vi phm php lut. Tt c cc vn bn php lut ch r cng ty c kinh doanh nhng hng ho g, cm kinh doanh hng ho g, b kim sot bi nh nc v cc c quan chc nng khc. Qua cng ty cng thy c ngha v v quyn li ca mnh khi tham gia hot ng kinh doanh. H thng cc cng c chnh sch ca nh nc cng tc ng n hot ng Marketing ca cng ty. Vic chnh ph ng ra hoc cho php t chc ngy cng nhiu hn cc c quan v t chc bo v ngi tiu dng v mi trng cng c tc ng khng nh n hot ng Marketing ca cng ty, buc cng ty phi tnh n kh nng tho mn yu cu ca cc t chc . Vit Nam tr thnh thnh vin WTO v nn kinh t Vit Nam l nn kinh t th trng nhiu thnh phn. Do , cc doanh nghip cnh tranh vi nhau sng phng hn v u bnh ng trc php lut Vit Nam v Quc t. Lut php Vit Nam lun lun cng bng v u c chc nng bo v mi t chc sng v lm vic theo ng php lut. e. Mi trng vn ho: Mi nn vn ho thng gn vi mt vng min nht nh. Chng bao gm cc tn ngng tn gio, li sng, sinh hot, tiu dng,Miti phi tin hnh phn khc th trng sn xut v cung ng tng mu Ba l m nc ht matxa ph hp vi tng vng min c th.

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PHN II: PHN ON, XC NH TH TRNG MC TIU V NH V

I. PHN KHC TH TRNG: Phn khc th trng nhm da trn cc tiu thc phn khc nh sau: 1. Tiu thc nhn khu hc: i vi tiu thc nhn khu hc th c phn chia theo tui v theo i tng - tui: <18 tui, 18-35 , > 35 tui - i tng: c phn ra cc nhm l nhn vin cng s, hc sinh v sinh vin 2. Tiu thc hnh vi: i vi tiu thc hnh vi th c phn chia theo mc ch s dng v mc s dng - Trong mc ch s dng : th balo mt xa c s dng hng ngy mang hnh l, c, my tnh i hc hoc i lm. Mc ch s dng th 2 l to s thoi mi v thun tin cho vic i cng tc xa hoc i du lch di ngy v mang li 1 phong cch hp thi trang, nng ng. V mc s dng : bao gm mc s dng ti xch Trung bnh, s dng thng xuyn, v c th c s dng cho mi ma nhng c bit nhiu vo ma nng. Trn nhng tiu thc nhm tin hnh phn khc th trng thnh nhiu phn on th trng khc nhau. Tuy nhin sn phm ca cng ty l sn phm mi v chin lc nh v ca cng ty l hng n mi khch hng c nhu cu nn qua qu trnh kho st v nghin cu th trng cng ty tm ra phn khc th trng ph hp. Phn khc th trng ny p ng c nhng yu cu v c th em li li nhun cho cng ty. Phn khc quan trng m chng ti mun hng ti l: Nhm i tng tui Trng lng Balo > 2 Kg Ma s dng Mc s dng Cho mi ma Trung bnh v

18 - 35 Sinh vin Nhn vin cng s

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thng xuyn II. LA CHN TH TRNG MC TIU: i vi nhng ngi thng phi mang theo nhiu vt dng khi ra ngoi v di chuyn mt on ng xa th ba l l mt dng rt cn thit. Hin nay, cc em hc sinh khi n trng phi mang theo rt nhiu sch v, sinh vin v nhng ngi i lm thng mang theo latop bn mnh hay mt s ngi thng phi di chuyn mt on ng xa v thng xuyn lm cho nhu cu s dng ba l ngy cng tng. Chnh v vy m trong thi gian va qua cng ty chng ti cho ra i nhiu sn phm ba l hin i hp thi trang v tin li. tin xa hn na trong lnh vc ny chng ti nghin cu v pht trin thm dng ba l ci thin nhng nhc im ca ba l trc y mang li cm gic cc k thoi mi cho ngi s dng. Ngy nay khch hng lun tm hiu cn thn chn c mt ci ba l tt v mang li cm gic thoi mi d chu khi s dng, sn phm ca cng ty hng ti mi i tng khch hng t ngi lao ng vi mc lng trung bnh ti tng lp thng lu trong x hi, t tr em n ngi gi. Doanh nghip s p ng nhu cu ca mi khch hng v nhng chng loi sn phm m h cn. Theo thng k hin nay s lng ngi s dng laptop ngy cng tng nhanh v h thng c nhu cu mang theo khi ra ngoi. Nhng vi trng lng ca mt laptop t 2kg -> 3,5 kg cng vi cc vt dng cn thit s lm cho balo ti xch tr nn nng, nht l trong thi im ngy h nng nng lm cho lng h thy bc b v kh chu khin ngi s dng s cm thy khng thoi mi v c cm gic nhc mi khi phi mang balo trng lng nng v lu trn lng. Nhn thy s bt tin trong vic s dng sn phm, cng ty cho ra i sn phm Ba l m nc c ht mt xa nhm to s thoi mi, d chu cho ngi s dng. V theo phn khc th trng cng ty la chn th th trng mc tiu chnh ca cng ty l nhng i tng khch hng 18-35 tui phi mang ba l c trng lng ln v thng xuyn, c bit trong ngy h nng nng tip cn. Vi sn phm ci tin ca cng ty khch hng c th va s dng cho cng vic hng ngy, va dng s dng khi i xa

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nh: v qu, i du lchd trng lng c ln, thi gian mang vc di cng khng lm cho ngi s dng thy kh chu v mt mi. Da trn nhng tiu thc nhm la chn nhm th trng mc tiu l 18-35 tui, i tng ch yu l nhn vin cng s v sinh vin, c mc s dng trung bnh v kh thng xuyn v balo c th s dng cho mi ma nhng nhm ch yu vo ma nng nng. V trong phn khc ny, y l tui c tn sut s dng ba l kh cao, tr trung nng ng, hay mang theo qun o, sch v, s dng laptop, i li nhiu v c ngun ti chnh hoc c h tr v ngun ti chnh kh di do. III. PHN TCH HNH VI MUA CA NGI TIU DNG: Quyt nh mua sm ti sch, balo ca ngi tiu dng ph thuc vo rt nhiu yu t trong hnh vi mua ca ngi tiu dng: 1. Yu t vn ha: T l thun vi nn vn ha pht trin, th nhu cu thng thc cuc sng v i du lch ngy cng tng cao, Vic s dng ti xch, balo khng cn l xa l vi mi ngi, mi la tui nhm tha mn nhng nhu cu i li, th thao, du lch, lm p v nhiu mong mun khc. t nc ngy cng pht trin v hi nhp th gu thm m ca khch hng Vit ngy cng tng cao v cng c i hi nhiu hn hp vi thi trang v xu th hin i. c bit sn phm balo mt xa mt mt em li s thoi mi c th cho ngi s dng vi phong cch ng thn quen v d chp nhn. 2. Yu t tng lp x hi: i vi yu t ny th hin nay vic mua v s dng mt chic balo c gi t 500 ngn ng tr xung cho mi c nhn l mi tng lp t hc sinh, sinh vin hay ngi i lm phc v cho bn thnl ph bin v rt bnh thng. Nn sn phm balo ca nhm c th phc v cho nhiu tng lp x hi c nhu cu. Tuy nhin, cng Ty thuc vo kh nng, thu nhp v nhu cu tiu dng m cng ty c nhng chnh sch pht trin cc dng sn phm khc nhau. Cng ty ch u t mnh trc ht vo nhng thnh ph ln c nhu cu s dng ti xch cao nh Hi Phng, Nng, H Ni, Si Gn, ...Trong , bao gm nhiu dng sn phm phc v cc nhu cu khc nhau cho i tng sinh vin v nhn vin cng s.
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3. Yu t c nhn nh tui tc, i tng, c tnh v thi quen: V tui tc: Nh trong s la chn th trng mc tiu th i vi giai on tui t 18-35 thuc vo nhm tui tr t mang gnh nng v ti chnh, c xu hng thi trang, u tin gii tr, du lch v tui i lm nn c ngun thu nhp tng i kh, th vic nh vo nhm th trng ny s mang li cho doanh nghip nhiu li nhun hn c. i tng: Cng l mt yu t khng nh nh hng n vic mua sm hng ha tiu dng. Chng hn hc sinh v nhng ngi lao ng chn tay th t dng balo nhng sinh vin v nhn vin cng s th thng mang theo ti liu, sch v v my tnh i lm nn h cn nhng chic balo tht s tt, trnh va p v c cm gic mt m, thoi mi khi hng ngy u phi mang trn vai..v..v.. V yu t tm l v thi quen: Theo xu hng x hi ngy cng hin i, iu kin sng nng cao, a s mi c nhn t cng chc n ngi hc sinh u sm cho mnh cc loi my tnh laptop c nhn, ipad v nhiu c cng ngh thng tin khc, h thng xuyn s dng mi lc mi ni trong trng hc hoc lt wifi ti cc qun caph...nn kh nng mua sm v s dng balo eo l rt ln. IV. NH V TH TRNG MC TIU: Sn phm Ba l m nc c ht mt xa ca cng ty l sn phm c o v hu dng. Nh phn tch phn gii thiu tng, cng ty mun mang n cho ngi s dng cm gic thoi mi v khng thy mt mi, bc b phn lng khi phi mang mt chic balo vi trng lng ln, nht l trong ngy h nng nng. Qua kho st thc t, trn th trng Vit Nam cha xut hin loi ba l ny, y chnh l im khc bit v t ph ca sn phm v chc chn rng ngi tiu dng s n nhn n mt cch ho hng. Mc ch ca vic ci tin sn phm nhm s dng ch yu vo thi tit ma h nng nng vi trng lng ba l kh ln. Cc ti m nc mang li cm gic mt lnh cho phn lng ngi s dng, nhng ht mt xa s xua tan i s nhc mi m khi phn vai v lng phi mang mt khi lng ln. Song khng v th m sn phm ch s dng c khi thi tit nhit cao, bi nhng ti m nc c thit k thng minh c th tho ri bng dy ko khi khng cn s dng. Do , khi khng cn thit hoc khng mun ngi s

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dng tho ri m nc v ba l vn s dng nh mt sn phm thng thng m khng lm mt i cc tnh nng vn c ca n. Li th cnh tranh ca cng ty nh phn tch trn l rt cao so vi i th cnh tranh trong cc sn phm Ba l cng loi. V sao? V y l sn phm hon ton mi, cha tng xut hin trn th trng Vit Nam, do cng ty khng gp bt c tr ngi no v s cnh tranh sn phm t cc i th, c chng cng ty s cht t gp kh khn trong vic pht trin gi tr sn phm, truyn thng v cung ng gi tr sn phm cho ngi tiu dng. Vi th mnh v ngun lc, kt hp vi kinh nghim c trong lnh vc ti xch, ba l, Minh Tin s t tin v mnh dn a sn phm ny n vi ngi tiu dng mt cch sm nht. Tng kt: Sn phm Ba l m nc c ht mt xa ca cng ty l sn phm c s c o v hu dng ring ca n. Sn phm mang n cho ngi s dng cm gic thoi mi v khng thy mt mi, bc b phn lng nu c mang trng lng ln trong balo vi h thng dy eo p st, c m lc nc lm mt lng, y cng c th l 1 chic ti xch bnh thng nu ngi s dng ko thch s dng h thng mat xa t ng, v c th tho ri m nc ty theo mun v s thch mi ngi, ti mang c nhiu loi ln nh v trung bnh ty theo s thch khch hng ( trng lng t nht trn 2kg), chnh l mt s im khc bit ca sn phm ngi tiu dng c th n nhn n mt cch ho hng v thoi mi tin dng. Do y l sn phm hon ton mi, cha tng xut hin trn th trng .Vi th mnh v ngun lc , kt hp vi kinh nghim c trong lnh vc ti xch, ba l, v hn ch v i th cnh tranh th cng ty chng ti s t tin v mnh dn a sn phm ny n vi ngi tiu dng mt cch sm nht. Vi c tnh ca sn phm mi, cng ty quyt nh a ra Slogan gn lin vi s khc bit l:

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PHN III: CHIN LC MARKETING-MIX CHO SN PHM

I. CHIN LC SN PHM: Bal l vt dng quen thuc v hu ch cho tt c mi ngi ngy nay. N khng nhng ngi dng mang sch v n trng, i lm m ng thi cn l mt dng ng hnh l thng dng trong nhng chuyn d ngoi. Mc ch ca vic s dng bal chnh l nhm chuyn ti trng lng ca vt c mang theo sang nhng c khe, c th chu lc ca c th. Tuy nhin, nu khng ch th vic s dng bal c th li nhng chng au nhc thng xuyn vng vai, c, c bit c th gy nn chng cong vo ct sng. Khi mang bal: Nn chn nhng loi bal c dy eo hai bn nhm phn phi trng lng u trn hai vai. Dy eo phi rng v c nhi bng hoc c lt vi mm. Tuyt i khng nn chn loi bal c dy eo nh v hp v khi s dng, dy eo s hn su ln b vai, gy kh khn trong vic lu thng mu. Hu ht bal u c dy eo pha sau. S dng bal ng cch khi mang bal u trn hai vai, khng nn ch s dng mt dy eo v nh vy s d lm tn thng c vai, c bit khi sch v hoc c qu nng. eo bal st vo lng. Mt khc, vo thi tit nng nng, s dng balo c trng lng ln v lu s mang li cm gic kh chu, bc b phn lng ngi s dng. ng thi, cm gic nhc mi ton b phn lng v c s lm cho ngi s dng thy mt mi. Do , sau khi nghin cu v kho st th trng, cng ty a ra sn phm ci tin khc phc cc yu t nhm mang li s thoi mi v hi lng nht n khch hng. 1. Gii thiu sn phm: Vi cc vn nu ra Cng ty a ra mt sn phm balo c th p ng cc yu cu trn. Nhm mc ch mang li s thoi mi cho ngi s dng v trnh cc yu t xu nh hng n sc khe ca ngi s dng. l Balo m nc c ht matxa. Vi sn phm Balo m nc c ht matxa s lm cho bn cm thy nh ang matxa ti nh

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khi ang mang mt ti balo trn lng khi i hc hc hay l du lch. Nh cc thit k bng mt lp m nc v xen k l cc khi matxa s lm cho ch tip xc gia lng v balo to ra mt cm gic n v xoay trn ti ni tip xc. y l mt sn phm ci tin ca dng sn phm balo hin c ca cng ty Minh Tin, v chng ti thit k mt thng hiu, logo dnh ring cho sn phm nh sau: Tn sn phm: Balo m nc matxa Thng hiu: B-NAHA Logo:

a.

Thit k mu m.

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Mt li thng thong Ch h khng kh c th lu thng vo

m nc mng

Ht mt xa

b. c tnh ca sn phm: - Balo kiu tin li, c th ng laptop, ti liu khi i hc, i lm, ng qun o khi i du lch. - Kiu dng thanh lch, gn gng. Thch hp cho c nam v n - Cht lng vi b cao cp, khng thm nc. Cht liu bn mu, t bm bi, d dng git ty. - Dy eo ngang mm mi khng lm au vai bn.

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- ng may chc chn, dy ko cao cp. - Tin li mang theo i hc, i lm, i du lch

- Thit k nhiu ngn rng ri, c ngn ng dnh ring cho laptop v c mt dy gip chng shock, chng nc, ngn dnh cho ph kin (sc, loa) v cc dng c nhn. Bn hng balo c ti ng chai nc. - Sn phm c th ng c laptop t 12" - 16". - Mu sc: xm, cam, , xanh, en. ng xa. -Mt ke h c thit k gia ca phn tip xc ca balo v lng to ra mt khe lu thng khng kh to s thng thong. - Phn m nc v ht matxa c th tch ri bng h thng dy ko. C th tho ri khi khng cn thit. D dng s dng trong tng trng hp s dng. c tnh khc bit sn phm:

- Mt m nc xen k l cc ht matxa mang li cm gic thoi mi khi mang on

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Thng tin chi tit

Balo kiu m nc c ht matxa ngy s c a chung bi nhng c tnh tin dng. Vi thit k c bit, chic balo ny s ngy cng xut hin nhiu, trn mi no ng t nh trng ti nhng chuyn i xa. Trc tin phi ni ti vic Balo m nc c ht matxa c thit k mnh m, tr trung cng cu to vng chc. c lm t cht liu vi rt nh v gn gng, lp m nc c ht matxa mt sau c khe thong to cm gic thong mt v thoi mi khi eo trong thi tit trong thi tit oi bc. Mt s c tnh khc na l hnh dng ch nht, cht liu ch yu l Polyexty,gn nh, kiu ng kha ko, Balo m nc c ht matxa thch hp cho c nam v n thi trang, n gin, ph hp vi bn tr nng ng. Phi k n Balo m nc c ht matxa tin ch, ring bit rng ri, c ngn dnh ring cho latop, ngn dnh cho ph kin (sc, loa) v cc dng c nhn, c lp mt dy chng shock cho my tnh. Sn phm c 5 mu bn la chn: xm, cam, , xanh, en.

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Balo m nc c ht matxa tin li cho mi hot ng ca bn, d bn i chi, i lm, i cng tc xa hay vo ging ng, c ngn thm rt nhiu sch v khi i hc, hay b thm dng c nhn khi i cng tc. Balo m nc c ht matxa ph hp cho cc loi Laptop 14 inch, 15.6 inch, 16.4 inch. Bn s v cng tin li khi s hu chic Balo m nc c ht matxa p v sang trng, bo v my tnh cc k an ton. Ngoi ra cn to cho bn dng rt th thao, lch s, kiu dng thi trang to phong cch chuyn nghip cho bn. Danh mc sn phm: phn loi theo 3 tiu thc Kch thc balo: Danh mc sn phm s c chia theo kch thc ty thuc vo vc dng ca o Ln: 36 x 25 x 52 o Trung: 34 x 23 x 49 o Nh: 32 x 21 x 46 Mc ch s dng: Phn lai gi: S dng hng ngy, thun tin khi i xa hay i du lch. Ty thuc vo cht liu sn phm v kt cu: sn phm s c phn loi da trn cc mc gi: o Di 500.000 ng o T 500.000 1.000.000 ng o Trn 1.000.000 ng Danh mc sn phm:
Balo teen Ba l Teen B-NAHA (BL22072) Ba l Teen B-NAHA (BLN22071) Ba l Teen B-NAHA (BLN22070) Balo du lch Ba l du lch B-NAHA (BL8210) Ba l du lch B-NAHA (BLN8208) Ba l du lch B-NAHA (BLN8201A) Balo laptop Ba l Laptop B-NAHA (BLN35003M) Ba l Laptop B-NAHA (BLN35001L) Ba l Laptop B-NAHA (BLN35002S) (BLN35001M) Nhm: NH2A

ngi s dng. c chia theo ba kch c:

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Qun tr Marketing GVHD: TS. NGUYN XUN LN Ba l Laptop B-NAHA (BLN38004) Ba l Laptop B-NAHA (BLN38003) Ba l Laptop B-NAHA (BLN38002A(Nh)) Ba l Laptop B-NAHA (BLN38001A(Ln)) Ba l Laptop B-NAHA (BLN35002S) Ba l Teen B-NAHA (BLN22069) Ba l Teen B-NAHA (BLN22068) Ba l Teen B-NAHA (BLN22067) Ba l Teen B-NAHA (BLN22066) Ba l Teen B-NAHA (BLN22065) Ba l du lch B-NAHA (BLN8206) Ba l du lch B-NAHA (BLN8209) Ba l du lch B-NAHA (BLN8207) Ba l du lch B-NAHA (BLN8202A) Ba l du lch B-NAHA (BLN8205A)

Tt c cc sn phm ca cng ty u c bo hnh 1 nm.

II. CHIN LC NH GI: Gi sn phm ph thuc v chu s tc ng ca nhiu yu t t nguyn vt liu, cng ngh sn xut, lao ng n quan h cung cu, xu hng tiu dng, chnh sch kinh t nh gi sn phm cn tc ng n nh v sn phm trn th trng. Gi c bin ng trong sut vng i sn phm v tr thnh c trng quan trng trong vic hoch nh chin lc marketing. V c bn, chin lc nh gi l s la chn mc gi bn sn phm trn th trng. Vic ny da trn nhng phn tch y quan h cung cu, mc chi tr ca khch hng mc tiu. nh gi tng quan cht ch vi chin lc nh v ca doanh nghip. Chin lc nh gi gn nh l l mt b phn khng tch ri chin lc marketing. Cng sn phm, phn phi, chiu th, chin lc nh gi gip doanh nghip to mt nh v ph hp cho s pht trin lu di ca cng ty. 1. Cc yu t lin quan n vic hnh thnh gi ca Cng ty: a. Mc tiu Marketing: Trc khi n nh gi c cng ty phi quyt nh v chin lc dnh cho sn phm . Nu cng ty chn th trng trng im v nh v n mt cch thn trng ri th chin lc phi thc tip th ca n k c gi c s tr nn ht sc d dng. Chng hn cng ty chn chin lc dnh cho sn phm l sn phm tt, sang trng v ng cp cho nn gi t hn. V th da trn nn tng cng ty la chn mc tiu trong vic nh gi
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l dn u v cht lng sn phm thng qua tuyn b v mc tiu doanh thu nm 2013 ca Cng ty l 136 t VND, tng khong 11% so vi doanh thu ca nm 2012. ng thi duy tr t l tng trng ca Cng ty hng nm l 22 %. V th t c cc mc tiu cng ty nh gi cao c th chi ph cho cht lng cao hn v u t vo R&D nhiu hn. b. Chi ph: Chi ph l cn c doanh nghip nh gi sn phm. Gi phi trang tri ht cc chi ph sn xut, phn phi v bn sn phm, ng thi to ra c li nhun hp l cho nhng n lc v ri ro m doanh nghip gnh chu. Sn phm cng ty chng ti l sn phm cht lng cao. Vi chi ph cao nh vy cng ty chng ti nh gi cao c th trang tri chi ph v c c li nhun hp l. c. Th trng v nhu cu: Th trng sn phm ca cng ty l th trng bn cnh tranh. th trng ny khch hng xem nhng s khc bit v sn phm ca ngi bn v s tr cc mc gi khc nhau cho nhng sn phm ny. V vy ngi bn c gng pht trin, ci tin sn phm cung ng nhng gi tr khc bit cho cc phn on th trng khc nhau. Sn phm ca chng ti l mt sn phm cht lng v khc bit, ng cp nn cu t co gin theo gi. Khch hng t nhy cm vi gi khi sn phm m h mua c cht lng cao, uy tn cao hoc gi tr c o, sn phm thay th l kh tm. 2. Chin lc nh gi: a. Chin lc nh gi: Mc tiu ca cng ty l dn u v cht lng sn phm trn th trng, vi s khc bit vt tri iu ny i hi phi bn ra mc gi cao v ph tn R & D cao. V vy, ban u cng ty p dng chin lc nh gi ht vng sau p dng chin lc gi thm nhp th trng. Tuy nhin ty thuc vo s khc bit v cc tnh hung khc nhau m cng ty s p dng cc chnh sch nh gi linh hot. i vi mt hng sn phm ny ca chng ti l balo nm nc ht matxa nn bn rt chy vo ma h nhng vo ma ng th bn chm, v th vo ma ng chng ti s km theo cc hnh thc chit khu cho cc i l, i l
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tm kim khch hng khuyn khch h tiu th nhm duy tr hot ng sn xut ca cng ty mt cch u n. b. Phng php nh gi: Cng ty p dng nh gi da trn cm nhn ca khch hng v nh gi tm l. Cng ty nh gi theo gi tr ly quan nim ca ngi mua v gi tr sn phm balo ch khng phi l chi ph ca balo - lm c s nh gi. Gi c nh gi cho ph hp vi quan nim v gi tr. a ra mt mc gi cn nhc ng thi vi nhng thnh t marketing khc (thit k v c tnh sn phm, phng php phn phi v khuch trng) khi xy dng k hoch marketing. Cng ty nh gi theo cm nhn ca khch hng v nhng ch li v gi tr ca sn phm balo m nc ht matxa mang li, iu ny quyt nh nh vo vic thit k sn phm vi s khc bit v b phn nm nc ht matxa cht lng balo siu nh v mc chi ph sn xut cho php. Cn c nh gi chnh l gi tr theo quan nim ca khch hng. Sau khi nghin cu v cn nhc nh gi, cng ty a ra mc gi d kin cho sn phm ci tin da trn gi thnh sn phm + CP ci tin + CP cm nhn ca KH. C th:

Sn phm (3 ngn) Balo nh Balo trung Balo Ln

Gi thnh sn phm c bn 350.000 400.000 430.000

CP ci tin (m nc + ht mt xa) 100.000 110.000 120.000

CP qung co, truyn thng 50.000 50.000 50.000

Gi d kin/Sn phm 500.000 560.000 600.000

V vy da trn chi ph v chin lc ca cng ty, cch nh gi m cng ty nh gi cho sn phm ny nh trn bng trn. Vi mc gi ny cng vi cc hn hp marketing m

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cng ty hng vo trong vic to gi tr dnh cho khch hng s gip khch hng cm nhn c gi tr thu v cao hn chi ph m h b ra mua sn phm ny. III. CHIN LC PHN PHI GI TR: Vi nhn hiu mi ny chng ti s tip tc s dng cc knh phn phi ca cng ty. Hin nay, cng ty c trn 41 h thng phn phi trn khp c nc. Knh phn phi m doanh nghip s dng c cu trc sau:

Nh sn xut

Cc ca hng v gii thiu sn phm, i l, siu th, ca hng bn l Ngi tiu dng
y l knh phn phi mt cp c lp, theo nh sn xut phn phi thng qua i l v cc nh bn l. Quan h gia hai i tng ny l hon ton bnh ng. mi mt min Bc, Trung, Nam u c mt chi nhnh i din ca cng ty thc hin chc nng phn phi sn phm v chm sc cc khch hng mt cch hiu qu. Sn phm Balo c a vn chuyn thng n cc i l trn ton quc, n cc nh bn l nh siu th BigC, Coopmartt cc i l v nh bn l sn phm c a n ngi tiu dung cui cng Ngoi ra sn phm cn c bn trc tip n khch hng thng knh bn hng trc tuyn , sn phm c phn phi thng qua cc phng tin trc tuyn nh in thoi, website ca cng ty www.miti.vn ... do 1 b phn ca cng ty m nhn m nhn. Vic doanh nghip la chn knh mt cp l ph hp vi c im sn phm v ngun lc ca cng ty bi: y l hng tiu dng m cc nh bn l c th mua vi khi lng ln t nh sn xut theo cc n t hng. Hng ho ny i hi phi c chi ph lu kho do vy
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vic s dng knh mt cp s m bo hng ho c phn phi rng ri, tit kim chi ph lu kho. Hn na vic s dng t trung gian trong cn knh m bo kh nng kim sot cc thnh vin trong knh, quy nh mc gi, chit khu n nh trnh cc mu thun trong knh. Cc thnh vin trong knh c t h khng ch bn mt sn phm ca cng ty m cn bn sn phm ca nhiu hng khc (nh BigC, Coopmart) do vy khi a ra sn phm Balo m nc matxa vic chm sc v khuyn khch cc thnh vin knh l cn thit, thng qua cc hot ng sau : Hng dn by bin trng by sn phm Balo m nc matxa b tr cc bin hiu hp l, bt mt, nu bt c hnh nh tnh nng ca sn phm, by bin nhng gian hng u tin v tr d thy khch hng to s tin li khi mua hng cng nh m bo cho vic trng by v bn hng. ng tin . Xc nh t l chit khu v mc gi bn hp l m bo li ch cho C chnh sch thng cho nhng thnh vin knh bn c nhiu. cc trung gian v khch hng. Vi t cch l thnh vin knh th cc thnh vin trong knh cng phi c chc nng l tm mi cch bn c nhiu hng ho v qung b thng hiu, to uy tn cho cng ty ng thi thu thp kin ng gp t pha khch hng ti doanh nghip. IV. CHIN LC TRUYN THNG GI TR: T vic nghin cu kh nng ti chnh ca bn thn cng ty, c im khch hng v bn cht cc cng c truyn thng cng ty la chn c cng c truyn thng hu hiu cho mnh bao gm cc cng c ch yu l: Qung co, khuyn mi v quan h cng chng. Chn la hn hp cng c y l sn phm mi c nh v l sn phm cao cp gi thnh cao, v vy chng ti quyt nh s dng phng tin truyn thng tch hp tng cng s nhn thc v sn
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H tr vic vn chuyn hng ho n tn ca hng, m bo giao hng

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phm hay Balo m nc thng bo cho khch hng v cc c tnh v ch li, ng thi thi thc khch hng mua sm. T chc s kin Ti tr hoc t chc cho nhng s kin c nh hng x hi ln. Gn lin nhn hiu ca bn vi s kin ny, sn phm s nhanh chng tr nn ni ting. Tham gia v t chc tt cc s kin c th nh khai trng ca hng, khai trng cc c s gio dc, khnh thnh trng hc, tham gia cc l k nim ngy thnh lp on, thnh lp trng, hay thnh lp cng ty... Tham gia hi ch hng Vit Nam cht lng cao Tham gia hi ch hng Vit Nam cht lng cao qua gii thiu nhn hiu mi cho php li ko cng chng ti ni bn hng, ti y chng ti s hng dn khch hng cch s dng sn phm sao cho t hiu qu cao nht, to lp nim tin ca khch i vi doanh nghip. Ti y chng ti cn kt hp nhiu hot ng: Hng mu: Rt nhiu khch hng mun mua sn phm song vn cn nhiu e ngi v cha tin chc lm vo cng dng ca n. V th vic dng th l cch tt nht xo tan nghi ngi ca khch hng. chng ti cho khch hng dng th min ph nhiu dng sn phm balo nhn hiu B-NAHA. Qu tng: Khi mua 1 sn phm nhn hiu B-NAHA tai hi ch khch hng s c tng mt mn qu nh, mn qu s ty theo gi ca Balo m h mua. Qu tng l mt vt phm h nh ti sn phm nh: tch c ph, bt bi, m c in tn, lg ca nhn hiu Nln . Tng phiu mua hng hoc phiu gim gi: i vi nhng khch hng tham gia hi ch chng ti tng phiu c tr 15% gi hng tr ln qung b sn phm mi, kch thch khch mua hng, ng thi pht phiu gim gi ny ti cc ca hng ca cng ty. Bo ch: a thng tin hnh nh ca nhn hiu mi trn cc trng bo nh bo Si Gn tip th, bo Thanh nin, Tui tr..., ngoi ra cn ng cc bano qung co trn cc trang bo
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trc tuyn nh Dantri.vn, tuoitre.vn. thanhnien.com.vn Tham gia t thin, ti tr: Tch cc tham gia cc hot ng t thin, nh chng trnh cc mang yu thng n cc em m ci, khuyt tt nhn ngy Quc T Thiu Nhi, hc sinh ngho vt kh thng qua vic tng balo, sch v, dng c hc tp, qun othng qua cc hot ng t thin hnh nh ca cng ty c nng ln ng k. T chc Roadshow: Hnh thc chy roadshow hu nh ph hp vi mi sn phm, vi mc ch qung b hnh nh v thng hiu nhng ph hp nht vi cc sn phm mi ra v n to c hiu ng tt v mt hnh nh v ghi nh. qung b cho nhn hiu mi ny, cng ty tuyn i ng nhn s cho chng trnh l cc PGs, PBs c ngoi hnh v phi chu kh, h s dng phng tin xe p i, xe p n c mu sn trng vi mu ch o ca Balo l mu en-, kt hp treo banner c c logo gy ch cho ngi i ng. S dng phng tin truyn thng hin i: ng qung co trn tivi Cng ty quyt nh lch trnh qung co trn cc phng tin truyn thng theo thi v - theo ma nng, thi gian qung co cao im l t thng 5- thng 9, ch khng ri u trong nm. Tip theo n phi quyt nh nn qung co trc thi v bn hng; qung co tp trung trn cc phng tin truyn thng, tng ng vi doanh s a ra trong t hng u tin ny. Qung co tp trung i hi phi chi ton b kinh ph qung co trong mt thi k, v ch ph hp vi nhng sn phm mua theo thi v. ng cc banner qung co trn cc Website Chng ti thit k banner c dng hnh ch nht c nh dng trong mt ct pha di bn phi ca mt trang web, cha nhng on text ngn v logo Balo m nc- theo bn mi hnh trnh v bao gm c hot nh GIF v JPEG, trn cc trang web nh 24h.com.vn. eva.vn, dantri.com.vn, thanhnien.vn... v c kh nng kt ni n trang www.miti.vn.

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KT LUN
Vi chin lc kinh doanh nhy bn lun nm bt thi c mt cch kp thi v chinh phc mi thch thc, cng ty dn khng nh c thng hiu ca mnh ti th trng trong nc v ang tin xa hn ti th trng nc ngoi. Vi mong mun lun ci tin v mang n sn phm cht lng, to s thoi mi cho ngi s dng. Hy vng sn phm Ba l m nc c ht matxa ca cng ty chng ti s p ng c nhu cu ca khch hng. Sn phm ny ra i khng ch mang li cho ngi s dng cm gic thoi mi, m cn tt cho sc khe. Vi s ci tin ny, khch hng s tri nghim s thn thin, tin ch m khng lm mt i cc tnh nng vn c ca sn phm.

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