Case Studies

Marketing Planning

C D THO K HOCH MARKETING Pegasus Sports International 1. Tm lc iu hnh Pegasus Sports International l mt nh sn xut linh kin n theo (aftermarket) giy trt bnh thng hng mi khi s (Hnh 1). Thm vo th trng sa cha, Pegasus pht trin cc tour trt giy (SkakeTours), mt dch v khin a khch hng ra chi ngoi tri, t chc ti cc ca hng a phng, v cung cp cho khch hng bui chiu chi trt trn giy trt thng hng v mt s dng c khc nh SkakeSail (trt giy c bum Hnh 2). Th trng linh kin n theo (aftermarket accessories) b b qun phn ln. Mc d c mt nh sn xut ln giy trt lm, th trng linh kin cha c ch ng mc. iu ny mang li cho Pegasus mt c hi tuyt vi cho vic tng trng th trng. Trt giy l mt mn th thao ang bng n. Hin nay, phn ln tr trt giy c xem l mn gii tr. Tuy nhin ngy cng c nhiu cuc tranh ti hn: cc nhm tranh ti trong tr chi khc cn cu (hockey) (Hnh 3) v tranh ti c nhn nh cuc trt ua tc (Hnh 4). Pegasus s n lc tng trng th trng v pht trin th trng vn chuyn bng giy trt, mt cch khai thc tnh hu dng ca trt giy. Mt s sn phm mi pht trin ca Pegasus ang cn ch cp bng sng ch v cc nghin cu th trng a phng cho thy c mt nhu cu ln cho nhng sn phm ny. Pegasus s c gng t c s thm nhp th trng nhanh v ng k thng qua mt m hnh kinh doanh tt, hoch nh di hn v mt i ng qun tr gii c th khai thc c hi y hng th ny. C ba yu t chnh va nu hi t i ng c 30 nm kinh nghim c c nhn ln trong cc ngnh cng nghip. Nhng kinh nghim phong ph ny cung cp cho Pegasus rt nhiu thng tin thc t cng nh nim am m theo ui th trung trt giy vi rt nhiu sn phm n theo cn thit. Pegasus s bn sn phm ca mnh trc ht thng quan website. Kiu m hnh tip cn n khch hng trc tip dng Dell Network s cho php Pegasus t c li nhun cao v duy tr mi quan h cht ch vi khch hng, vn l mt iu ch lc trong vic cung ng sn phm cho mt th trng ang ht hng. Vo gia nm tr i, Pegasus s cng pht trin mi quan h vi nhiu ca hng bn giy trt khc nhau v s bt u bn mt s sn phm ca mnh thng qua cc nh bn l ny. Hnh 1: Loi giy trt c bnh thng hng Hnh 2: Trt giy c bum

Hnh 3: Giy trt dng cho khc cn cu

Hnh 4: Trt tc

Case Studies

Marketing Planning

2. Phn tch tnh hnh Pegasus mi bt u bc vo nm hot ng u tin ca mnh. Sn phm ca cng ty c tip nhn tt v marketing l cng vic ch o pht trin nhn hiu v s nhn thc v sn phm cng nh s tng trng ca lng khch hng. Pegasus International cung cp mt s linh kin n theo giy trt, phc v s tng trng ca th trng giy trt thng hng. 2.1 Tm lc th trng Pegasus c nhng thng tin tt v th trng v bit r cc c im chung nht ca phn ln khch hng. Nhng thng tin ny s c th gip Pegasus hiu r nhng ngi m cng ty s phc v, nhng nhu cu c th ca h l g v lm sao cng ty thng t vi h mt cch hiu qu. Cc th trng mc tiu Th dc Gii tr (hnh 5) ua tc (Hnh 4) Khc cn cu (Hockey) (Hnh 3) Chi mo him cm gic mnh (Hnh 6) Hnh 5: Trt giy gii tr Hnh 6: Chi giy trt cm gic mnh

2.1.1 M t c trng ca th trng khch hng H s nhn khu ca khch hng ca Pegasus bao gm cc thng tin v a l, nhn khu v tm l hnh vi nh sau: a l Pegasus khng c nh mt khu vc a l c th no. Tn dng kh nng tip cn rng ri khch hng ca Internet v nhiu dch v phn phi a dng, Pegasus c th phc v c khch hng trong nc v quc t. Tng m ng th trng vo khong 31 triu ngi. C mt t l gn bng nhau gia nam v n trong s nhng ngi s dng tui t 13-46, vi 48% trong s c tui t 23-34. Nhng ngi chi gii tr thng bao gm nhiu tui khc nhau, k c nhng ngi tr v c nhng ngi trng thnh hiu ng. Nhng ngi chi cho nhu cu th dc c tui t 20-40. Nhng ngi chi tc thng l nhm cui tui 20 v u nhm tui 30. Nhng ngi chi khc cn cu (hockey) thng l nhm tui teen n la tui khong 20. Nhm chi mo him th cng c tui nh nhm chi khc cn cu. i vi nhng ngi chi trn 20 tui, 65% c bng cp c nhn cao ng, i hc hay tri qua nhiu mn hc ca cp hc c nhn;
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Nhn khu

Case Studies

Marketing Planning

Nhng ngi chi thuc nhm trng thnh c mc thu nhp c nhn trung bnh khong $47,000/nm. Nhng ngi chi thch th vi cc hot ng th dc khng phi ch v cuc sng lnh mnh m l v h tm thy nim vui trong bn thn tr chi . Ngi chi sn lng chi tin lm cc b phn tng tc, l nhng thit b th thao. Ngi chi c mt li sng si ng, h thng chi cc tr chi loi hnh gii tr t nht 2-3 ln/tun.

Tm l Hnh vi

2.1.2 Nhu cu ca th trng Pegasus ang cung cp cho cng ng trt giy rt nhiu loi linh kin cho nhiu loi hnh trt giy. Cng ty ang tm kim cch p ng cc li ch quan trng cho khch hng: Sn phm lm kho lo: Khch hng lm vic ct lc kim tin v khng mun chi tin ca h cho nhng sn phm ch s dng c c 1 hay 2 nm. Thit k p: th trng trt giy cha c ch n ng mc bi cc sn phm thit k p phc v nhu cu ca ngi chi. Kinh nghim kinh doanh cng nh c nhn nhng ngi lm trong Pegasus cung cp cho h nhng thng tin cn thit v su sc thit k sn phm va thi trang, va mang lai cm gic thoi mi khi dng. Dch v khch hng: Dch v tuyt ho l cn thit xy dng kinh doanh bn vng, ngy cng c nhiu khch hng trung thnh vi mnh.

2.1.3 Khuynh hng th trng Pegasus s lm khc bit mnh bng cch marketing sn phm cha tng c cho khch hng. im ch l t trc n nay c bn cc giy trt ri nhng rt t ngi cung cp cc linh kin thay th. S lng ngi chi trt giy th li khng gii hn cho mt quc gia, lc a hay nhm tui no, m c th l lan ra ton th gii. Pegasus c hu nh mi sn phm cho mi la tui chi trt giy. Phn khc th trng pht trin nhanh nht l nhng ngi chi trt giy p ng nhu cu th dc. V th, vic marketing s nhm vo nhm ny: Bladeboots (Hnh 7) cho php ngi chi lp rp vo m khng cn phi ci giy ra. Bladeboots s nhm vo nhng ngi chi giy trt gii tr, phn khc th trng ln nht. Trong khi , SkakeAids (dng c h tr khi chi trt giy Hnh 8) l loi tuyt vi cho mi i tng chi giy trt. Hnh 7: Giy tho rp c BladeBoots Hnh 8: Dng c h tr khi chi trt giy

Mn th thao trt giy s cng pht trin qua loi giy SkateSailing. Loi ny dng cho nhng ngi chi t mc kh n gii v tim nng tng trng th trng ca h l v k. Loi cnh bum (sail) m Pegasus ch to c bn Chu u, k tha kiu thit k ca loi lt gi (windsurfing - Hnh 9). Loi lt gi (windsailing Hnh 10) c ngun gc M nhng th trng khng ct cnh cho n khi n t c s tng trng ln ti Chu u.
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Marketing Planning

Hnh 9: Loi bum lt gi trn bin Hnh 10: loi bum gi windsailing windsurfing

Mt khuynh hng khc l chi trt giy theo nhm (Hnh 11). Ngy cng c nhiu nhm chi vi nhau ti nhng ni cng cng trong cc thnh ph trn th gii. Cc khuynh hng th trng cho thy n tip tc tng trng v mi hng ca tr chi trt giy. Hnh 11: Chi trt giy nhm

2.1.4 Tng trng th trng Vi gi c ca giy trt ang xung do cnh tranh bi nhiu cng ty, th trng ang tng nhanh trn nhiu ni trn th gii, mc d doanh thu ang st gim mt s th trng. Thng k tng trng nm 2011 c c lng trn 35 triu chic. Ngy cng nhiu ngi khm ph ra rng v trong nhiu trng hp l ti khm ph ra li ch sc kho v nim vui ca trt giy. D bo th trng mc tiu
Khch hng tim nng Chi gii tr Th dc Tc Khc cn cu Mo him Tng cng Tng trng TB 10% 15% 10% 6% 4% 10.48% 2011 19,142,500 6,820,000 387,500 2,480,000 2,170,000 31,000,000 2012 21,056,750 7,843,000 426,250 2,628,800 2,256,800 34,211,600 2013 23,162,425 9,019,450 468,875 2,786,528 2,347,072 37,784,350 2014 25,478,668 10,372,368 515,763 2,953,720 2,440,955 41,761,474 2015 28,026,535 11,928,223 567,339 3,130,943 2,538,593 46,191,633
Ch s tng hp tng trng nm

10% 15% 10% 6% 4% 10.48%

Case Studies

Marketing Planning

2.2 Phn tch SWOT Phn tch SWOT di y cho thy nhng im mnh v yu trong cng ty v m t cc c hi cng nh e da m Pegasus ang gp phi. 2.2.1 Cc im mnh Kinh nghim kinh doanh v s thu hiu su sc v lnh vc ny Cc nh thit k sn phm sng to v thc dng. S s dng m hnh kinh doanh linh hot, hiu nng cao, p dng hnh thc bn v phn phi trc tip n ngi tiu dng. S l thuc vo ngun vn bn ngoi cn tng trng kinh doanh. Thiu nhng nh bn l c th lm vic trc tip vi khch hng to s nhn thc v nhn hiu v sn phm. S kh khn ca vic pht trin nhn thc v nhn hiu ca mt cng ty mi thnh lp Tham gia vo mt ngnh cng nghip ang ln Gim chi ph sn phm thng qua qui m kinh t bc thang Kh nng tn dng n lc marketing ca nhng nh cng nghip khc tng tng th trng chung Cnh tranh trong tng lai/tim nng t nhiu cng ty c v tr c thit lp n nh trn th trng S st gim ca kinh t c th nh hng tiu cc n s chi tiu ca mi ngi cho cc sn phm th dc, gii tr Bo co va ban hnh t vn an ton ca trt giy v s hn ch trong vic ngn chn nhng cuc t ng au n cho ngi chi.

2.2.2 Cc im yu

2.2.3 Cc c hi

2.2.4 Cc e da

2.3 Cnh tranh Pegasus Sports International t xy dng nn th trng ca mnh. Mc d c mt s cng ty ang lm cnh bum v khung, t khch hng s dng chng. Pegasus l nhn hiu duy nht c thit k cho v bi ngi chi trt giy. Mt s cnh bum ca i th cnh tranh trn th trng khng c thit k ph hp cho trt giy m cho lt gi (windsail) hay cho vn trt (Hnh 12). i vi khung bum, vic ct gi v mang theo l khng thc t. C rt nhiu cc nh cnh tranh gin tip l nhng nh sn xut giy trt. Sau nhiu nm trn th trng, nhng nh sn xut ny tr thnh nh cnh tranh trc tip bng cch sn xut cc linh kin cho giy trt ca h. Hnh 12: Bum cho vn trt

Case Studies

Marketing Planning

2.4 Sn phm cung ng Pegasus Sports International hin cung cp cc sn phm sau: Sn phm th nht pht trin l BladeBoots, l phn bao bc bnh xe v phn khung gn bnh xe (Hnh 13) gip cho ngi chi c th trt vo v tr m trc y khng th. BladeBoots c km theo mt ti nh v dy ai lm thnh ti ng giy trng rt p. Hnh 13: Loi giy c th tho rp v thay cc chi tit (BladeBoots)

Sn phm th hai l SkateSails (Hnh 2). Cnh bum c thit k c bit gip ngi chi s dng khi ang trt giy. Cc phn hi t khch hng cho thy SkateSail c th tr thnh mn th thao rt ph bin. Vic ng k nhn hiu ca SP ny ang c thc hin. Sn phm th ba l SkateAid (hnh 8), s c a vo sn xut vo cui nm. Cc tng khc ca sn phm ang c pht trin, nhng s khng c tit l cho n khi Pegasus c th bo v chng thng qua bng sng ch.

2.5 Cha kha thnh cng: Cc mu cht thnh cng l thit k v sn xut sn phm p ng nhu cu th trng. Thm vo , Pegasus phi bo m c s tha mn ton din ca khch hng. Nu nhng mu cht thnh cng ny c t, ngnh kinh doanh ny s c li nhun v bn vng. 2.6 Cc vn thit yu: L mt cng ty mi khi s, Pegasus vn ang giai on u ca mnh. Cc vn trng yu i vi cng ty l: Thit lp cho mnh mt danh ting nh mt cng ty hng u v linh kin trt giy. Theo ui chnh sch tng trng c kim sot m bo tin lng khng vt qu doanh thu. iu ny s gip cng ty ng vng nu c suy thoi xy ra. Lin tc duy tr theo di s tha mn ca khch hng, bo m rng chin lc tng trng s khng bao gi tha hip vi cht lng v mc tha mn nhu cu khch hng.

3. Chin lc marketing: im then cht trong chin lc tip th l nhm vo ngi chi giy trt tc , sc kho v th dc v gii tr. Pegasus c th bao qut khong 80% th trng giy trr v cng ty sn xut giy hng v tng phn khc ca th trng ny. Pegasus c th p ng cc yu cu khc nhau ca cc phn khc trn th trng v mc d mi phn khc c c trng ring v phng din th loi ngi s dng, cc sn phm ca cng ty c thit k mang li hu ch cho tng loi phn khc. 3.1 S mng (Mission) S mng ca Pegasus Sports International l cung cp cho khch hng cc linh kin tt nht cho mn trt giy hin c. Chng ti tn ti thu ht v duy tr khch hng. Vi s phn u mit mi cho s mnh ny, chng ti tin rng thnh cng l c th. Dch v v sn phm ca chng ti s vt xa k vng ca khch hng.
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Marketing Planning

3.2 Mc tiu marketing (nh tnh & nh lng) Duy tr s tng trng mnh m v tch cc mi qu (khng k cc thay i theo ma bn hng). t t l thm nhp th trng ng k; Gim chi ph mua hng cho khch hng 1.5% mi qu. Tng mc li nhun 1% mi qu thng qua hiu nng hot ng v qui m kinh t bc thang. Duy tr ngn sch danh cho hot ng nghin cu pht trin (tnh bng % ca doanh thu) bo m cc pht trin trong tng lai ca th trng. t tc pht trin hai con s cho 3 nm u tin.

3.3 Mc tiu ti chnh

3.4 Cc th trng mc tiu Vi qui m th trng vo khong 31 triu ngi chi trt giy v tip tc tng trng nhanh (s liu thng k do Hip hp cc nh sn xut SP th thao cng b), ngch th trng c hnh thnh. Mc tiu ca Pegasus l m rng th trng bng cch qung b cho SkateSailing, mt loi hnh th thao mi rt thnh hnh Santa Monica v bi bin Venice Beach California. Cc nghin cu ca Hip hi cc nh sn xut SP th thao cho thy mn trt giy by gi c nhiu ngi tham gia hn c bng ( M), bng mm, lt vn v trt tuyt kt hp li. Phn chia nhng ngi tham gia trt giy nh sau: hn 1% thch chy tc (ang tng), 8% chi khc cn cu (gim xung), 7% thch tr chi mo him/t ph (gim xung), 22% chi v th dc (gn 7 triu ngi phn khc tng nhanh nht) v 61% cho gii tr (ngi chi ln u). Cc sn phm ca Pegasus nhm vo gii chi th dc v gii tr v l nhng phn khc th trng tng nhanh nht. Nhng nhm ny ang hng n sc kho v th dc, v nu kt hp li, h c th d dng tng n 85% (hay 26 triu) trong vng 5 nm tip theo. 3.5 nh v: Pegasus s nh v mnh nh nh tin phong trong th trng linh kin n theo ca mn trt giy. nh v ny c th t c thng qua vic tn dng cc th mnh cnh tranh ca cng ty trong: kinh nghim v ngnh v nim am m. Pegasus l mt cng ty v giy trt c hnh thnh bi nhng ngi chi trt giy v v nhng ngi chi trt giy. Ban qun l ca cng ty c kh nng s dng kinh nghim su rng ca mnh v nim am m c nhn i vi th thao pht trin cc linh kin sng to v hu dng cho rt nhiu loi ngi chi trt giy. 3.6 Cc chin lc (nh hng mc tiu) Mc ch duy nht l nh v Pegasus nh mt nh sn xut linh kin giy trt hng u, phc v th trng ni a cng nh th trng quc t. Chin lc marketing tng th l xm nhp v pht trin th trng c chn lc; Gii php marketing trc ht s tm cch to ra nhn thc ca khch hng - NTD v cc sn phm v dch v c cung ng t pht trin ngun khch hng. Thng ip m Pegasu s mong mun truyn t l cng ty cung cp linh kin giy trt c thit k hon ho v hu dng nht. Thng ip ny c truyn thng bng nhiu phng php. Trc ht l thng qua website ca Pegasus l ni s cung cp nhiu thng tin phong ph v sn phm gip khch hng c iu kin la chn nht mua. Tin v thi gian s c dnh ra u t cho website cung cp cho khch hng nhn thc v tnh chuyn nghip tng th, tnh hu dng ca sn phm v u im dch v ca Pegasus. Gii php marketing th hai l qung b qung co trn nhiu tp ch ca cc ngnh. Ngnh trt giy c s ng h bi rt nhiu tp ch sng gi c thit k qung b ngnh trt giy. Thm vo , mt s lng t hn cc n phm nh k phc v cc phn khc th trng nh hn trong ngnh giy trt. Phng php truyn thng cui cng l s s dng cc ti liu bn hng (catalogue, users guide, ... ) h tr cho vic bn hng trc tip;
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Hai gii php marketing trn to ra nhu cu ti liu bn hng l nhng th s c gi cho khch hng. Chi ph in n ti liu bn hng khng qu cao v chng s dng nhiu thng tin c bin tp trn website. 3.7 Hn hp tip th (marketing mix) Marketing Mix ca Pegasus bao gm cc cch tip cn sau trong nh gi, phn phi, chiu th v dch v khch hng. nh gi: Gi s c nh da vo gi bn l tng sn phm c th thc hin c trn th trng, tin ti xy dng c cu gi qua cc cp knh bn l (v bn s - nu c) . Phn phi: Lc u, Pegasus s dng knh phn phi trc tip n khch hng. Sau , cng ty s pht trin khai thc cc knh bn l - hp ng. Chiu th: Mt s phng php khc nhau s c dng cho cc n lc truyn b. Dch v khch hng: Pegasus c gng v quyt tm t c mc chun mong mun v chm sc khch hng, ch cao vo dch v hu mi. 3.8 Nghin cu marketing (Marketing Test) Pegasus may mn c nm trong trung tm ca th gii trt giy: Venice, California. Cng ty s li dng c im thun li ny lm vic vi nhiu ngi trt giy sng trong vng. Pegasus c kh nng kim tra th nghim tt c sn phm ca mnh khng nhng i vi nhng ngi chuyn nghip m cn vi nhng ngi mi tham gia hin ang sinh sng Venice. Cc th nghim ng k vi nhiu loi ngi s dng cung cp cho Pegasus rt nhiu thng tin phn hi v gip to ra cc thit k ci tin hn. 4. Ti chnh (Phn tch & d bo cc ch s - mc tiu ti chnh & mc tiu marketing lin quan) Phn ny cung cp ci nhn v tnh hnh ti chnh lin quan n cc hot ng marketing ca cng ty. Pegasus s a ra phn tch ha vn, d bo bn hng, d bo chi ph v ch ra cch cc hot ng ny lin kt vi chin lc marketing. 4.1 Phn tch ha vn Phn tch ha vn ch ra rng: Doanh s v Doanh thu ha vn hng thng l 62 n v v $7,760 (gi bn bnh qun $125,62 vi nh ph hng thng l $6.363 v bin ph n v l $22,61); Doanh s v Doanh thu ha vn hng thng l 96 n v v $9,600 (gi bn bnh qun $100 vi nh ph hng thng l $7.200 v bin ph n v l $25);
Phn tch im ha vn (hng thng) S lng bn ha vn Doanh thu bn ha vn Gi nh: Doanh thu n v (Gi bn trung bnh trn n v : P) Bin ph trung bnh trn n v (VC) Ch ph c nh c lng hng thng (FC) $125.62 $22.61 $6,363 $100.00 $25.00 $7,200 62 $7,760 96 $9,600

4.2 D bo bn hng Pegasus cm nhn rng cc s liu d bo bn hng l rt bo th, d dt. Doanh thu s tng mt khi ngn sch dnh cho marketing tng. Mc d cc d bo ca th trng mc tiu cho thy tt c cc khch hng tim nng c phn vo trong cc nhm, cc d bo bn hng chia cc nhm khch hng ra thnh hai loi: chi gii tr v chi tranh ua. Gim s lng th loi cho php ngi c nm thng tin mt cch nhanh chng, lm cho s biu din thm nhiu tnh nng.
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D bo doanh thu v chi ph trc tip hng nm (2013 - 2015) Doanh thu bn hng, c th: Chi gii tr Chi tranh ua Tng doanh thu Chi ph trc tip, c th: Chi gii tr Chi tranh ua Tng ph trc tip $57,423 $9,188 $66,611 $82,033 $13,125 $95,158 $107,798 $17,248 $125,046 $123,798 $19,808 $143,606 2012 $319,018 $51,043 $370,061 2013 $455,740 $72,918 $528,658 2014 $598,877 $95,820 $694,697 2015 $687,765 $110,042 $797,807

4.3 D bo chi ph D bo chi ph s c s dng nh mt cng c gi cho phng ban t mc tiu v cung cp cc ch s khi cc iu chnh sa i l cn thit cho vic trin khai k hoch marketing. K hoch thc hin Cc ct mc Hon tt k hoch tip th Hon tt website Chin dch qung b 1 Chin dch qung b 2 Pht trin knh phn phi l Tng s Bt u
05/12/2012 16/12/2013 01/01/2013 01/03/2013 01/01/2013

Kt thc
31/12/2012 15/02/2013 30/06/2013 31/12/2013 31/12/2013

Ngn sch

QT vin

Phng
Marketing Marketing Marketing Marketing Marketing

$0 Mr/Ms $20,400 Thu ngoi $3,500 Mr/Ms $4,550 Mr/Ms $0 Mr/Ms

$28,450

Ngn sch chi ph marketing (iu chnh 2013 - 2015) Ngn sch chi ph marketing 2012 Nghin cu th trng $20,000 Website $5,000 Qung co qung b $10,500 n phm $2,500 Pht trin knh phn phi l $0 Special Event + Sales Promotion $0 $38,000 Tng chi ph marketing $370,061 Tng doanh thu Ch ph marketing /doanh thu 10.27% Tng chi ph trc tip (18% dthu) $66,611 28.27% Tng ch ph/Doanh thu Li nhun gp $265,450 71.73% Li nhun gp/Doanh thu

2013 $0 $25,000 $8,050 $1,725 $0 $0 $34,775 $528,658 6.58% $95,158 24.58% $398,725 75.42%

2014 $0 $8,000 $15,000 $2,000 $0 $0 $25,000 $694,697 3.60% $125,046 21.60% $544,651 78.40%

2015 $0 $10,000 $20,000 $3,000 $0 $0 $33,000 $797,807 4.14% $143,606 22.14% $621,201 77.86%

Case Studies

Marketing Planning

5. Kim sot Mc tiu k hoch marketing ca Pegasus l a ra cc hng dn cho cng ty. Cc lnh vc tip theo s c gim st m bo t kt qu: Doanh thu: hng thng v hng nm; Chi ph: hng thng v hng nm; S tha mn hi lng ca khch hng; Ch s th phn: hng qu hoc 6 thng; Pht trin sn phm mi; Pht trin knh phn phi l; Cc ct mc di y xc nh cc chng trnh chnh ca marketing. Cn phi hon thnh mi chng trnh ng thi gian v ngn sch cho. 5.2 T chc marketing Mr/Ms (TP.Marketing) s chu trch nhim chnh v cc hot ng marketing; Cc chuyn vin marketing chu trch nhim tng hng mc cng vic chnh; Phng Marketing ch tr phi hp vi Phng/Ban khc: SX, BH, Logistic, Ti chnh K ton, 5.3 K hoch d phng Cc kh khn v ri ro Cc vn thng gp ca mt cng ty mi thnh lp da hot ng vo Internet. S thm nhp vo mt th trng c thit lp bi cnh tranh; Xc nh rng cng ty khng th t lo ton b chi ph hng ngy Cn phi bn thit b hay cc ti sn tr tu thu hi n.

5.1 Trin khai

Cc ri ro t nht

Ghi ch: Tng CP trc tip (Total cost per unit) = CPSX c tnh hoc phn b trc tip trn lng hng bn ra (trong bi: tng chi ph trc tip = 18% tng doanh thu hng bn) Gi vn n v hng bn = (Tng CP trc tip + nh ph + CP marketing) : tng DS hng bn

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Case Studies

Marketing Planning

YU CU (i vi tng nhm): 1. c hiu nhn nh: a. Hnh thc v ni dung ca 1 bn d tho k hoch marketing hp l cha? (kt kt bn k hoch marketing c nhng ch no cha hp l theo kin thc v t duy ca nhm?) b. Cn b sung hoc iu chnh c th nhng ni dung hoc thng tin g? (=> xut kt cu/cu trc & ni dung k hoch ph hp theo ca nhm?) 2. Cng ty Pegasus quyt nh xm nhp th trng Vit Nam, nhm ca bn l ngi chu trch nhim chnh v cc hot ng marketing ca cng ty. Hy lp k hoch marketing (nm 2014) nhm xm nhp th trng trng im Tp.HCM, pht trin knh bn trc tip & knh bn l hp ng, tp trung nhu cu chi gii tr vi dng sn phm BladeBoots (gm 2 kiu: 3 bnh xe dnh cho i tng 7 12 tui & 4 bnh xe); Ch : S dng cc thng tin tng qut t tnh hung & T nghin cu/b sung cc thng tin cn thiu. Cc thng tin v ti chnh (p dng cho hoch nh ca nhm):
DNG SN PHM: BLADEBOOTS

Phn tch im ha vn (yearly) Doanh s bn ha vn (nm) Doanh thu bn ha vn (nm) Gi nh: Gi bn l trung bnh n v (Ppu) Bin ph trung bnh trn n v (VC) Tng bin ph ha vn (TVC) Tng nh ph (FC)

Loi 4 bnh

Loi 3 bnh

Trung bnh

1,108 $94,154 $85.00 $20.00 $22,154 $72,000

1,440 $100,800 $70.00 $20.00 $28,800 $72,000

1,252 $97,043 $77.50 $20.00 $25,043 $72,000

D bo doanh thu v chi ph SXKD hng nm (2014 - 2016) 2014 Doanh s Doanh thu (gi bn = $77.5) Tng chi ph (SXKD), gm: (a) Gi vn hng bn (= 40% Tng CPSXKD) (b) Chi ph qun l (= 5% DT) (c) Chi ph lu thng + chit khu bn hng (d) Chi ph (ngn sch) marketing Li nhun gp Li nhun thun (trc thu TNDN) LN gp/DT 3,130 242,609 146,609 58,643 12,130 36,391 39,443 183,965 96,000 75.83% 2015 4,070 315,391 165,391 66,157 15,770 47,309 36,157 249,235 150,000 79.02% 2016 5,290 410,009 189,809 75,923 20,500 61,501 31,883 334,085 220,200 81.48%

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