V- Chng trnh Marketing 1.

Nn tng ca chng trnh marketing Vi n lc nhm to ra cu ni v khong cch ca cc phn khc xe v duy tr vi cch tip cn 4c, chng ta cn a ra mt chin lc qun l knh hay mt chin thut xy dng chng trnh chnh thc phn khc c bit ny bn v phc v khch hng. Do , khi xy dng chin lc cho Corolla, chng ta cn xem xt cc iu sau: Cc mc tiu ca cng ty ni chung v mc tiu ca Corolla ni ring; Xy dng cc chnh sch nhm thc y cc k hoch ra; Nhng li ch ca khch hng i vi cc sn phm c th; Vic bn hng v cc chng trnh knh tip th h tr;

2. Chng trnh Marketing hn hp c xy dng trn nn tng ca 4c, chin lc lm vic ca chng ta s dng nhiu chin thut nhm mang ti nim vui, cu ni, kinh nghim trong ln u mua xe, trong vic ra quyt nh cng nh qu trnh mua hng (Grewal & Levy, 2012). K hoch ca chng ta mang n nhng g ngi tiu dng mong mun t cc nh sn xut v em nhng tng vo cc chng trnh nhm phc v, h tr khch hng, nghin cu th trng, k thut bn hng c nhn v chng trnh khuyn mi (Arens, Weigold, v Schaefer, 2009). Ngoi vic cho php tip cn th trng c th vi mt sn phm tuyt vi vi cc tnh nng nh: mang ti s an ton, tin cy v thoi mi nhng ch vi mc gi hp lchin lc ny s thc y mi quan h vi ngi tiu dng. ng thi n cng lm gia tng lng trung thnh ca khch hng bng vic mang n mt sn phm cht lng v nhng tri nghim ng nh. Nhng mi quan h khng ch n t pha khch hng vi Toyota m cn c vi Corolla na.(Sirgy & Rahtz, 2007). Vic mang n nhng tri nghim cho phn khc ny gip kt ni ngi mua v ngi s dng hay ni cch khc cc bc ph huynh v con ci h khi h cng nhau mua chic xe u tin. Da trn nghin cu ca chng ta - nhng nhm ny thng n nhng gii hn khc nhau mt chic xe khi h bt u tm hiu v cc tnh nng ca n (Kho st nm 2012). Do , xe Corolla tha mn tt c nhng g m cc bc ph huynh mong mun khi tm kim mt chic xe dnh cho con ca mnh, l: an ton, tin cy v gi c hp l. V cc dch v c thc hin bi Corolla nn chng ta ngh rng s hi lng l iu cn thit cho vic mua bn gia ph huynh v con ci h. Chng ta cng rt ra 1 s kinh nghim qua vic thit lp mt s chng trnh tng ng nh sau:

- Customer Solutions (gii php cho khch hng) th hin quan im mi sn phm a ra th trng phi thc s l mt gii php cho khch hng, ngha l nhm gii quyt mt nhu cu thit thc no ca khch hng ch khng phi ch l gii php kim li ca doanh nghip. Mun lm tt ch C ny, doanh nghip buc phi nghin cu tht k tm ra nhu cu ch thc ca khch hng, gii php no p ng ng nhu cu ny. C th, i vi vic s hu chic xe hi u tin, Corolla cng cung cp nhiu tnh nng m nhng li xe tr tui ang kim tm nh: phong cch, tin nghi, tnh nng t ng, sang trng...; v d my nghe nhc CD, GPS, v h tr MP3 (Fox, 2012). - Customer Cost (chi ph ca khch hng) c gn vi ch P - Price (gi) th hin quan im cho rng gi ca sn phm cn c nhn nhn nh l chi ph m ngi mua s b ra. Chi ph ny khng ch bao gm chi ph mua sn phm m cn c chi ph s dng, vn hnh, v c hy b sn phm. Chi ph ny phi tng xng vi li ch m sn phm em li cho ngi mua. Do Toyota lun a ra mc gi hp l, gi ca mi sn phm Corolla s tng ng vi nhng g m khch hng nhn nhn c khi s dng n. - Convenience (thun tin): i hi cch thc phn phi sn phm ca doanh nghip phi to s thun tin cho khch hng. in hnh ca kha cnh thun tin trong phn phi c th k n mng li my ATM ca cc ngn hng. Ngn hng no c nhiu my, b tr nhiu ni, my t b trc trc khi rt tin, ngn hng s c nhiu khch hng m th. Toyota thnh lp trung tm chm sc tr em cho cc khch hng n mua xe khi h mn v li th xe, ng thi mang n cho h nhng cu tr li gip gii p thc mc 1 cch tha ng nht - Communication (giao tip) (khuyn mi, truyn thng) yu cu cng tc truyn thng phi l s tng tc, giao tip hai chiu gia doanh nghip vi khch hng. Doanh nghip lng nghe tm t, nguyn vng ca khch hng v ni cho khch hng nghe l sn phm s p ng nhng tm t, nguyn vng nh th no. Mt chin lc truyn thng hiu qu phi l kt qu ca s giao tip, tng tc gia sn phm, thng hiu vi khch hng t c s thng hiu v cm nhn su sc t khch hng i vi sn phm, thng hiu. C th, corolla a ra cc chng trnh nh: Bo him theo quan h i tc nh ngi tiu dng c th nhn c gim gi c bit khi mua xe Corolla hay tham gia kha hc li xe an ton c cung cp ti cc i l ca chng ta; Bn cnh l cc dch v km theo, chng hn nh th qu tng nhin liu nhn ngy sinh nht, email v / hoc tin nhn vn bn gip nhc nh bo tr, kho st (thc hin trc tuyn xuyn sut k t thi im quyt nh, qu trnh mua hng; v trong nm u tin khi mua hng, thc hin kho st hng qu cung cp trc tip s liu v cc tiu chun cho k hoch ca chng ta), v chng trnh khuyn mi khc th cung cp dch v ng k min ph cho khch hng (Vollmer, 2008). C hi hc li xe an ton, v cc tnh nng khc ca xe nh OnStar v Garmin Navigation;

Thm vo , trong k hoch ny, nhng chin lc linh ng v c th d on s lin quan n vic xy dng lng trung thnh ca ngi tiu dng. Nhng chin lc ny c truyn ti bng li ha ca Toyota nh: cung cp sn phm cht lng cao v tri nghim tt nht; Vi thng ip: its new, again mt ln na li gi cho cc bc ph huynh rng Corolla tng l chic xe ca h v cng rt ng tin cy khi con ci h s dng n; Chng ta thit lp li lin h vi khch hng c v xy dng mi quan h da trn tng lai. l nhng mi quan h c th gip Corolla khi phc hnh nh ca mnh. Qua n cng gip cng c ca, trong khi tng thm lng trung thnh v s hi lng ca mi khch hng khi mua xe. (Arens, Weigold, v Schaefer, 2009).