Copyright Envision SBS. 2004. All rights reserved.

Protected by the copyright laws of the United States & Canada and by international treaties. IT IS ILLEGAL AND STRICTL Y PROHIBITED TO DISTRIBUTE, PUBLISH, OFFER FOR SALE, LICENSE OR SUBLICENSE, GIVE OR DISCLOSE TO ANY OTHER PARTY , THIS PRODUCT IN HARD COPY OR DIGIT AL FORM. ALL OFFENDERS WILL BE SUED IN A COURT OF LAW.

[ TN CNG TY C A B#N]

K& HO#CH MARKETING

!"c chu%n b) +,: [GHI R]

!"c chu%n b.i : [GHI R]

05/09/2006

 Copyright Envision SBS. 2004. All rights reserved. Protected by the copyright laws of the United States & Canada and by international treaties. IT IS ILLEGAL AND STRICTL Y PROHIBITED TO DISTRIBUTE, PUBLISH, OFFER FOR SALE, LICENSE OR SUBLICENSE, GIVE OR DISCLOSE TO ANY OTHER PARTY , THIS PRODUCT IN HARD COPY OR DIGIT AL FORM. ALL OFFENDERS WILL BE SUED IN A COURT OF LAW.

N) I DUNG
TM T +T N)I DUNG TH,C HI.N ................................................................................ 3 PHN TCH TNH HNH ......................................................................................... 4 1.1 Phn tch cng ngh0 ............................................................................................. 4 1.2 Phn tch kinh doanh.............................................................................................. 5 1.3 Phn tch c1nh tranh .............................................................................................. 7 1.4 Phn tch khch hng ............................................................................................. 9 1.5 Phn tch SWOT .................................................................................................. 10 1.6 Phn tch ho1t +2ng c4a th) tr!6ng (n8u c) ........................................................ 10 2. M/C TIU ............................................................................................................. 11 2.1 M:c tiu c4a cng ty ........................................................................................... 11 2.2 M:c tiu th) tr!6ng ............................................................................................... 11 3. CHI&N L-0C TH2 TR-4NG ............................................................................... 13 3.1 Chi8n l!"c phn khc th) tr!6ng ......................................................................... 13 3.2 Chi8n l!"c m:c tiu ............................................................................................. 13 3.3 Chi8n l!"c vng +6i s;n ph%m ............................................................................ 14 3.4 Chi8n l!"c thay th8 ............................................................................................. 15 3.5 Chi8n l!"c c <t li ................................................................................................ 16 CH-1NG TRNH MARKETING ....................................................................... 18 4.1 Marketing h=n h"p ............................................................................................... 18 4.2 Cc ch!#ng trnh khch hng thn thu2c ............................................................ 22 4.3 D)ch v: & h= tr" khch hng ................................................................................ 22 4.4 Nghin c?u th) tr!6ng ......................................................................................... 22 4.5 Bn hng trAc ti8p ................................................................................................ 23 4.6 Lng tin v sA tn nhi0m ...................................................................................... 23 4.7 Xc ti8n th!#ng m1i ............................................................................................ 23 K& HO#CH TH,C HI.N ........................................................................................ 23 5.1 Thi8t k8 v tri,n khai s;n ph%m ..... .23 5.2 Marketing & bn hng .......................................................................................... 24 5.3 Nh phn ph<i ...................................................................................................... 28 5.4 Cc yu cBu vD nguEn lAc ................................................................................... 29 5.5 LFp ch!#ng trnh ................................................................................................. 29 6NH GI V GIM ST VI.C TH,C HI.N ........................................................ 30 6.1 Gim st cc chi8n d)ch qu;ng co...................................................................... 30 6.2 Phn tch kinh doanh ........................................................................................... 32 6.3 Bo co l6i & l= ................................................................................................... 34 6.4 K8 ho1ch h2i hGp ................................................................................................ 35 6.5 HE s # khch hng ............................................................................................... 35 6.6 nh gi nhn lAc bn hng ................................................................................ 35 THNG TIN TI CHNH ....................................................................................... 37 7.1 Tm l!"c thng tin ti chnh................................................................................. 37
2

1.

4.

5.

6.

7.

 Copyright Envision SBS. 2004. All rights reserved. Protected by the copyright laws of the United States & Canada and by international treaties. IT IS ILLEGAL AND STRICTL Y PROHIBITED TO DISTRIBUTE, PUBLISH, OFFER FOR SALE, LICENSE OR SUBLICENSE, GIVE OR DISCLOSE TO ANY OTHER PARTY , THIS PRODUCT IN HARD COPY OR DIGIT AL FORM. ALL OFFENDERS WILL BE SUED IN A COURT OF LAW.

7.2 Gi; +)nh ti chnh ................................................................................................. 37 7.3 Ngn sch ........................................................................................................... 37 7.4 K8 ho1ch doanh s< (5 nHm) ................................................................................. 39 8. K& HO#CH D, PHNG ...................................................................................... 42 8.1 DJu hi0u thJt b1i .................................................................................................. 42 8.2 NhKng chi8n l!"c thay th8 ................................................................................... 42 PH/ L/C ............................................................................................................... 42

9.

 Copyright Envision SBS. 2004. All rights reserved. Protected by the copyright laws of the United States & Canada and by international treaties. IT IS ILLEGAL AND STRICTL Y PROHIBITED TO DISTRIBUTE, PUBLISH, OFFER FOR SALE, LICENSE OR SUBLICENSE, GIVE OR DISCLOSE TO ANY OTHER PARTY , THIS PRODUCT IN HARD COPY OR DIGIT AL FORM. ALL OFFENDERS WILL BE SUED IN A COURT OF LAW.

TM T+T N)I DUNG TH,C HI.N

B n Tm t#t n&i dung th*c hi,n l B n tm t#t ./y .1 v3 k4 ho5ch th6 tr+8ng. B;i v m&t s< nh ./u t+ ch= .?c m@c ny .A quy4t .6nh xem h? c nn dnh nhi3u th8i gian .A .nh gi k4 ho5ch c 1a b5n hay khng (hay k4 ho5ch c 1a cng ty), n sC lm nEi bFt nhGng .iAm chnh trong k4 ho5ch c 1a b5n v t5o hHng th .?c ti4p cc ph/n cn l5i trong k4 ho5ch. !"c tm tMt nh! sau: Tnh hnh thAc t8, M:c tiu & Nhi0m v: c4a Cng Ty M t; s ;n ph%m/d)ch v : M:c tiu th) tr!6ng Cc ch!#ng trnh ti8p th) ch4 y8u K8t qu; ti chnh v/hoNc ti8p th) +!"c mong +"i Cha kha dOn +8n thnh cng

Cc ch4 +D trn nn c phBn tr; l6i c trong cc cu hPi d!Qi +y: Ai? (Cng ty c4a b1n nh! th8 no? +<i t!"ng khch hng l ai?) Ci g? (Cung cJp d)ch v: hay s;n ph%m g?) R +u? (Th) tr!6ng c4a b1n . +u? B1n sT thAc hi0n ho1t +2ng ti8p th) . +u?) Khi no? (Khi no k8 ho1ch c 4a b1n +!"c thAc hi0n? khi no c k8t qu;?) Bao nhiu? (L"i nhuFn, doanh thu, ROI +!"c bao nhiu so vQi mong +"i c4a b1n?)

1. PHN TCH TNH HNH 1.1 PHN TCH CNG NGH. + Cc 89c 8i<m th? trABng Qui m th) tr!6ng (+!"c tnh theo +#n v) s;n xuJt v/hoNc la MU) v t W l0 tHng tr!.ng (phBn trHm tW l0 tHng tr!.ng hng nHm) theo vng hay hay khu vAc kinh doanh. Th) tr!6ng tiDm nHng, cng ngh0/chuyn gia dA +on. Qu trnh l)ch s Y c4a th) tr!6ng (N + pht tri,n nh! th8 no? giai +o1n c4a th) tr!6ng (v d:: th) tr!6ng mQi, th) tr!6ng b;o ha ) CJu trc cng ngh0. M?c +2 c1nh tranh, +<i th4 nZi tr2i, tEn t1i sA lin k8t, thJt b1i +ng ch tr!Qc +y, nhKng thnh vin mQi +ng ch . Khuynh h!Qng c4a cung v c Bu

+ Khuynh hADng v ngABi th Fc hiGn Khuynh h!Qng ngnh nghD ch4 y8u, th6i trang v m<t th6i th!"ng NhKng ng!6i ch4 y8u thAc hi0n vi0c thay +Zi Cc thay +Zi trong vi0c sY d:ng s;n ph%m
4

 Copyright Envision SBS. 2004. All rights reserved. Protected by the copyright laws of the United States & Canada and by international treaties. IT IS ILLEGAL AND STRICTL Y PROHIBITED TO DISTRIBUTE, PUBLISH, OFFER FOR SALE, LICENSE OR SUBLICENSE, GIVE OR DISCLOSE TO ANY OTHER PARTY , THIS PRODUCT IN HARD COPY OR DIGIT AL FORM. ALL OFFENDERS WILL BE SUED IN A COURT OF LAW.

Cc +<i t!"ng mQi sY d:ng s;n ph%m CHn c? vo nhn kh%u hGc nh! +2 tuZi, giQi tnh, thu nhFp, trnh +2, nghD nghi0p. CHn c? vo nhn kh%u hGc nh! quyDn l"i mong mu<n, thi quen, gi tr), thi +2, cch s<ng, hnh vi, quan +i,m Chu trnh vD cBu, ;nh h!.ng c4a ma mng.

+ Cc yHu tJ vL kinh tH v chnh tr? Php luFt hi0n t1i v t!#ng lai v cc chnh sch ;nh h!.ng +8n vi0c kinh doanh c4a b1n Cc c# quan nh n!Qc v cc b 2 phFn lFp php t1i th6i +i,m + Cc c# quan thu thu8 t[ ho1t +2ng doanh nghi0p Ngn sch chi tiu c4a chnh ph4 \nh h!.ng c4a thu8, l1m pht, chnh sch tiDn t0 (v d:: li suJt), tW gi h<i +oi SA pht tri,n c4a nDn kinh t8 th8 giQi (V d: : FTAA, EU .) Tnh hnh chnh tr) (v d :: Zn +)nh, chi8n tranh) v s A Zn +)nh c4a chnh quyDn

+ Cc yHu tJ vNn ha x hOi L<i s<ng v nhKng thay +Zi vD vHn ha x h2i M<i quan tm vD mi tr!6ng NhKng thay +Zi trong cch sY d:ng kho;n thu nhFp iDu ki0n s<ng (ti0n nghi, tnh thi8t thAc, nhi^m) M?c +2 bi8n +2ng c4a x h2i (sA bi8n +Zi c4a cc c nhn t[ tBng lQp x h2i ny sang tBng lQp khc) M?c +2 di dn . nng thn (dn c! t[ nng thn chuy,n vD cc thnh ph<) v khu v Ac thnh th) m. r2ng ch!a Zn +)nh (s A phn bZ dn s< v s A pht tri,n h!Qng vD cc vng nng thn)

+ Cc yHu tJ vL cng ngh G kP thuSt SA +2t ph kU trong kU thuFt v ph!#ng php, cng ngh0 kU thuFt trong th6i +1i pht tri,n M?c +2 c;i ti8n c4a cng ngh0 kU thuFt Cc chi ph lin quan +8n cng ngh0 kU thuFt, nghin c?u v s A pht tri,n SA ph: thu2c ngnh nghD vo cc y8u t< cng ngh0 kU thuFt, sA tc +2ng c4a vi 0c c;i ti8n cng ngh0 kU thuFt SY d:ng nHng l!"ng

1.2 PHN TCH KINH DOANH: SA tHng tr!.ng kinh t8 v l"i nhuFn c4a ngnh SA pht tri,n vD doanh thu, th) phBn, bi8n ph (nhn cng, nguyn vFt li0u, nHng l!"ng.) SA gia tHng cc chi ph ti8p th) v li rng t[ s;n ph%m c4a cng ty b1n trong su<t h#n 5 nHm qua so vQi s< li0u c4a ngnh.

 Copyright Envision SBS. 2004. All rights reserved. Protected by the copyright laws of the United States & Canada and by international treaties. IT IS ILLEGAL AND STRICTL Y PROHIBITED TO DISTRIBUTE, PUBLISH, OFFER FOR SALE, LICENSE OR SUBLICENSE, GIVE OR DISCLOSE TO ANY OTHER PARTY , THIS PRODUCT IN HARD COPY OR DIGIT AL FORM. ALL OFFENDERS WILL BE SUED IN A COURT OF LAW.

Qua s ;n ph%m gia +nh hay s;n ph%m SKU (t[ng mOu m, kiDu dng, hnh th?c, vv.) Qua doanh s< c 4a khu vAc hay bJt c? +#n v) thch h"p no khc vQi cng ty c4a b1n.

Tm l ATc cc yHu tJ k< trn trong bUng sau (cng th Wc tnh nh A sau):
NNm- 5 A B C D E F G Doanh thu cYa ngnh Doanh thu cYa cng ty Th? ph [n Gi bn bnh qun BiHn ph (8Cn v? tnh) T\ng doanh thu rng (D - E) SJ lATng hng bn (A x C) NNm- 4 SUn phXm A NNm - 3 NNm - 2 NNm-1

H I J K L

T\ng doanh thu (D x G) T\ng doanh thu rng (F x G) Cc chi ph ti Hp th? Cc chi ph khc Li rng (I J K)

B]NG 1. Qu trnh kinh doanh sUn phXm Xu h!Qng phn bZ v s A pht ti,n Cc d1ng knh phn bZ trn th) tr!6ng v s A thua l= t[ m2t knh phn ph<i no + SA thua l= +<i vQi ngnh SA thua l= +<i vQi cng ty Cc chi ph phn bZ cho cc khc nhau

 Copyright Envision SBS. 2004. All rights reserved. Protected by the copyright laws of the United States & Canada and by international treaties. IT IS ILLEGAL AND STRICTL Y PROHIBITED TO DISTRIBUTE, PUBLISH, OFFER FOR SALE, LICENSE OR SUBLICENSE, GIVE OR DISCLOSE TO ANY OTHER PARTY , THIS PRODUCT IN HARD COPY OR DIGIT AL FORM. ALL OFFENDERS WILL BE SUED IN A COURT OF LAW.

1.3 PHN TCH TNH C#NH TRANH 1.3.1 M^C C#NH TRANH ChW ra m?c +2 c1nh tranh c4a ngnh (v d:: dK d2i, bnh th!6ng) v s < +<I th4 c1nh tranh ChW ra tnh bJt Zn trong c1nh tranh c4a ngnh: S< l!"ng +<i th!"ng tham gia hng nHm v nhKng lBn thJt b1i M t; cc hnh th?c c 1nh tranh c ;nh h!.ng +8n vi 0c kinh doanh c4a b1n (c1nh tr1nh s;n ph%m/d)ch v :, c1nh tranh . m?c +2 vD chi8n l!"c ho1t +2ng kinh doanh/ti8p th) hay m hnh kinh doanh hay tnh c1nh tranh dAa trn thu2c tnh c: th, nh! gi c;, chJt l!"ng, +Nc tnh..) Ph;i nhFn bi8t cc tr. ng1i c1nh tranh c4a ngnh +, tm cch v!"t qua v cho bi8t cng ty c4a b1n + gi;i quy8t cc tr. ng1i + th8 no Ph;i nhFn bi8t cc nguEn tiDm nHng vD tnh thuFn l"i trong c1nh tranh

1.3.2 CC 6^I T -0NG THAM GIA CHNH Ph;i nhFn bi8t cc nguEn c1nh tranh chnh ( <i th4 c1nh tranh trAc di0n, <i th4 c1nh tranh tiDm %n, s;n ph%m thay th8, th) tr!6ng tiDm nHng, s;n ph%m lin quan) v +nh gi c!6ng +2 t!#ng +<i c4a vi0c c1nh tranh pht sinh t[ t[ng nguEn. NhFn bi8t cc +<i th4 c1nh tranh chnh v ph:, li0t k chng vo cc h 1ng lo1i dAa trn lo1i nguEn (tham kh;o cc h1ng m:c . trn) v /hay d Aa trn m?c +2 +e dGa c4a chng. NhFn bi8t cc y8u t< mang +8n s?c m1nh cho +<i th4 c1nh tranh (th d:: chi8n l!"c ti8p th), s;n ph%m cao cJp, thnh lFp cng ty, c nguEn ti chnh dEi do, tnh chuyn nghi0p, c m<i quan h0 v Qi thnh vin ch4 ch<t trong lnh vAc, vv). Nh Fn bi8t cc chi8n l!"c v/hay +iDu ki0n th) tr!6ng + cho php +<i th4 c1nh tranh c +!"c k8t qu; t<t v, n8u +!"c, +iDu g + lm cho hG thJt b1i.

1.3.3 6^I T-0NG CH Y&U C#NH TRANH V_I CNG TY B#N Hy chGn cc +<i th4 c1nh tranh ch4 y8u +, so snh v Qi cng ty c4a b1n. Hy +nh gi vi0c thAc hi0n cc ho1t +2ng ti8p th) c4a hG v nhFn bi8t c!6ng +2 v lo1i +e dGa m hG +!a ra, cc chi8n l!"c chnh, kh.i +i,m hi0n nay v sch l!"c tJn cng (nhMm +8n cng ty c4a b1n). Phn tch ngMn gGn cc y8u t< sau v so snh v Qi cng ty c4a b1n: S;n ph%m/d)ch v : +!a ra (+Nc tnh, +Nc +i,m, ti0n ch) Quy m (xt vD doanh s<, th) phBn, c# s. h1 tBng, nDn t;ng khch hng) <i t!"ng _u +i,m v nh!"c +i,m Gi tr) th!#ng hi0u: khch hng thn thu2c, hnh ;nh th!#ng hi0u, s A nhFn bi8t th!#ng hi0u, sA cng nhFn th!#ng hi0u v danh ti8ng th!#ng hi0u. Cc chi8n l!"c + qua, hi0n t1i v t!#ng lai. Chi8n l!"c ti8p th) (cc chi ph cho vi 0c t1o v) th8, th!#ng hi0u, qu;ng co, ph!#ng ti0n truyDn thng)
7

 Copyright Envision SBS. 2004. All rights reserved. Protected by the copyright laws of the United States & Canada and by international treaties. IT IS ILLEGAL AND STRICTL Y PROHIBITED TO DISTRIBUTE, PUBLISH, OFFER FOR SALE, LICENSE OR SUBLICENSE, GIVE OR DISCLOSE TO ANY OTHER PARTY , THIS PRODUCT IN HARD COPY OR DIGIT AL FORM. ALL OFFENDERS WILL BE SUED IN A COURT OF LAW.

Hi0u qu; trong cJu trc chi ph ( th d:: ti8t ki0m vD quy m hay lnh v Ac, ph!#ng php h"p l, JIT , vv.) M?c +2 h2i nhFp cao nhJt Qu trnh +Zi mQi _u +i,m qu;n l _u +i,m phn ph<i NguEn ti chnh

Tm l ATc cc thng tin vL 8Ji thY c`nh tranh ch Y yHu trong b Ung d ADi 8y:
Th? ph [n 6Ji thY ( 6T) M tU sUn ph Xm hay d?ch va 69c 8i<m cYa sUn ph Xm hay d?ch va -u 8i<m NhATc 8i< m ChiHn lATc tiHp th? MWc 8O gay gbt (Cao, Thcp, Trung bnh) MWc 8O 8e dda (Cao, Thcp, Trung bnh)

6T trFc tiHp 6Ji thY 1 6Ji thY 2 6T gin ti Hp 6Ji thY 3 6Ji thY 4 6 T d F b? 6Ji thY 5 6Ji thY 6 6T tACng lai 6Ji thY 7 6Ji thY 8 6T SUn ph Xm lin quan 6Ji thY 9 6Ji thY 10

B]NG 2. Cc 8Ji thY c`nh tranh chnh 1.3.4 L0I TH& C#NH TRANH Cho bi8t kh; nHng c1nh tranh c4a b1n, cc nguEn lAc v l"i th8 c 1nh tranh. So snh kh; nHng ch4 y8u c4a b1n c lin quan +8n kh; nHng c4a +<i th4.

 Copyright Envision SBS. 2004. All rights reserved. Protected by the copyright laws of the United States & Canada and by international treaties. IT IS ILLEGAL AND STRICTL Y PROHIBITED TO DISTRIBUTE, PUBLISH, OFFER FOR SALE, LICENSE OR SUBLICENSE, GIVE OR DISCLOSE TO ANY OTHER PARTY , THIS PRODUCT IN HARD COPY OR DIGIT AL FORM. ALL OFFENDERS WILL BE SUED IN A COURT OF LAW.

1.3.5
h

B]N 6e CHI&N L-0C NHM Xy dAng m2t b;n +E chi8n l!"c nhm trong lnh vAc c4a b1n (xem H1 d!Qi +y) 1. NhFn bi8t cc +Nc +i,m chnh cho thJy sA khc bi0t gi`a cc cng ty trong lnh vAc (gi c ;/chJt l!"ng, phn lo1i s;n ph%m, s< l!"ng phn khc ho1t +2ng, +)a l ho1t +2ng, m?c +2 h2i nhFp, s< l!"ng knh phn ph<i, +)nh h!Qng d)ch v : khch hng, vv) 2. VT m2t b;n +E c 2 tr:c vQi m2t +Nc +i,m +, phn bi0t cho m=i tr:c. 3. nh dJu cc +<i th4 trn b;n +E. 4. TFp h"p cc +<i th4 . cng vng trn b ;n +E bang cch khoanh trn chng l1i. Kch th!Qc c4a vng trn c th, xem t!#ng x?ng vQi tEng th) phBn c4a nhm. HoNc Khoanh trn t[ng +<i th4. Kch th!Qc c4a vng trn c th, xem t!#ng x?ng v Qi th) phBn t!#ng +<i c4a cng ty.

CAO
Cng ty A Cng ty B Cng ty C

Gi cU/Chct lATng

Cng ty D Cng ty E
Cng ty

Cng ty F Cng ty G

Cng ty H

TH P Vi
Lnh vAc th) trABng ho`t 8Ong

Nhi u

HNH 1. BUn 6f ChiHn LATc Nhm 1.4 PHN TCH KHCH HNG 1.4.1 Kch thADc phn khc Li0t k kch th!Qc phn khc thch h"p nhJt +<i v Qi th) tr!6ng c4a b1n (th d:: dn s<, hnh vi, khu v Ac +)a l, thi quen mua sMm, tnh khng thay +Zi, h1ng lo1i chJp nhFn [+Zi mQi, sQm chJp nhFn, +a s< sQm, +a s< tr^, chFm tr^], nMm vKng hoNc ti8p cFn vQi cng ngh0, vv)

 Copyright Envision SBS. 2004. All rights reserved. Protected by the copyright laws of the United States & Canada and by international treaties. IT IS ILLEGAL AND STRICTL Y PROHIBITED TO DISTRIBUTE, PUBLISH, OFFER FOR SALE, LICENSE OR SUBLICENSE, GIVE OR DISCLOSE TO ANY OTHER PARTY , THIS PRODUCT IN HARD COPY OR DIGIT AL FORM. ALL OFFENDERS WILL BE SUED IN A COURT OF LAW.

1.4.2 Th? trABng mac tiu NhFn bi8t th) tr!6ng m:c tiu (xem PhBn 3.2.1 vD tm l!"c c 4a th) tr!6ng m:c tiu) 1.4.3 DF 8an nhgng thay 8\i NhFn bi8t cc thay +Zi dA ki8n vD nhu cBu c4a khch hng m:c tiu. NhFn bi8t cc thay +Zi dA ki8n vD hnh vi mua sMm. NhFn bi8t cc thay +Zi dA ki8n vD nhFn th?c v thi +2 c4a khch hng. NhFn bi8t cc thay +Zi ny sT ;nh h!.ng nh! th8 no ln chi8n l!"c c 4a +<i th4 c1nh tranh. NhFn bi8t cc phn khc no sT tr. thnh m:c tiu +By tiDm nHng c4a b1n. Cung cJp cc thay +Zi +!"c dA +an trong cc phn khc th) tr!6ng. Phn khc no +ang pht tri,n hoNc +ang suy y8u v t1i sao ? Tb l0 pht tri,n. Quy m phn khc lin quan. Nc +i,m c4a cc phn khc.

1.5 PHN TCH SWOT Li0t k trong b;ng vD +i,m m1nh v +i,m y8u bn trong c4a cng ty b1n, nhKng sA +e dGa ph;i +<i +Bu v cc c# h2i m th) tr!6ng ban tNng. Cc y8u t< +!"c th;o luFn . trn (th d:: l"i th8 c1nh tranh) nn +!"c th, hi0n trong b;ng d!Qi +y (B;ng 3)
-U 6IhM Th d:: Cc y8u t< mang +8n l"i th8 c1nh tranh C# cJu vD gi / qui trnh s ;n xuJt hi0u qu; NMm vKng k U thuFt SA nZi ti 8ng S;n ph%m cao c Jp LAc l !"ng lao +2ng c tay ngh D cao Quan h0 t<t vQ i cc thnh vin quan tr Gng trong lnh v Ac. NH-0C 6IhM Th d:: Thi8u sA +Zi mQi Km thch nghi v Qi +iDu ki 0n th) tr !6ng NguEn ti chnh h 1n hcp Qu;n l y8u km Th6i gian tri ,n khai s;n ph%m qu lu Th!#ng hi 0u khng gy Jn t!" ng D)ch v: khch hng khng +ng tin c Fy

C1 H)I Th d:: Sp nh Fp th) tr!6ng Nhu cBu gia t Hng Thay +Zi th) hi8u ng!6i tiu dng Cc quy +)nh m Qi Knh phn ph <i mQi

S, 6E Th d::

DjA <i th4 c1nh tranh mQi Nguy c# mJt ngu En h= tr" ti chnh t [ X Cc quy +) nh m Qi Gi;m dn s < Th) tr!6ng bo ha

B]NG 3. MA TRkN SWOT

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1.6 PHN TCH CC Hj AT 6)NG TI&P TH2 ( NHu 8ATc) 1.6.1 Phn tch cc chACng trnh tiHp th? cYa cng ty M t; cc chi8n l!"c +!"c cng ty c4a b1n sY d:ng cho t[ng phn khc th) tr!6ng. o Chi8n l!"c t1o m:c tiu o Chi8n l!"c +)nh v) o Chi8n l!"c vD th!#ng hi0u o Chi8n l!"c qu;ng co o Chi8n l!"c quan h0 cng chng o Chi8n l!"c qu;ng b Li0t k cc chi ph ti8p th) v cc ph !#ng ti0n truyDn thng. nh gi vi0c thAc hi0n cc ho1t +2ng ti8p th) hi0n nay. So snh vi 0c thAc hi0n qu;ng co c4a cc ph!"ng ti0n truyDn thng +!"c sY d:ng. NhFn bi8t cc y8u t< cBn thi8t +, xem xt l1i dAa trn cc y8u t< . trn trong b;n Phn Tch Tnh Hnh. Phn Tch Cc Ngufn LFc V Tiu ChuXn Cho bi8t kU nHng v kinh nghi0m c4a gim +<c v nhn vin ph : trch ti8p th). Li0t k cc tiu chu%n +!"c sY d:ng +, +nh gi sA hi0u qu; c4a cc chi8n d)ch v +nh gi sA hKu ch c4a chng. Li0t k nguEn ti chnh hi0n c cho vi0c ti8p th). Li0t k nguEn nhn lAc hi0n c cho vi0c ti8p th). -u 6i<m cYa ThACng hiGu ChW ra tnh tr1ng c4a hnh ;nh th!#ng hi0u ChW ra m?c +2 c4a : - SA thn thu2c c 4a khch hng - SA hi lng c4a khch hng - SA nhFn bi8t th!#ng hi0u - SA cng nhFn th!#ng hi0u - SA nZi ti8ng c4a th!#ng hi0u

1.6.2 1.6.3

2. M/C TIU 2.1 Mac Tiu CYa Cng ty ChW ra cc m:c tiu c4a cng ty ChW ra cc m:c tiu c4a b2 phFn ChW ra cc m:c tiu c4a +#n v) kinh doanh

2.2 Mac Tiu Th ? TrABng

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2.2.1 Ngbn h`n (kho Ung 1 nNm) Thi8t lFp cc m:c tiu +Nc bi0t v c th, +o l!6ng +!"c cho thJy cc m?c +2 mong mu<n v D doanh s<, th) phBn, cc bi8n s< vD th!#ng hi0u, ROI, vv. , dAa trn th6i h1n +Nc bi0t v khu v Ac th) tr!6ng /doanh s< th) tr!6ng. Th d:: Pht tri,n khch hng thn thu2c (t1o ra tb l0 X % c4a vi0c kinh doanh lFp l1i trong NHm 1) Gia tHng sA nhFn bi8t th!#ng hi0u trong phn khc th) tr!6ng X t[ X% ln Y% trong NHm 1) Pht tri,n tb l0 giao ti8p khch hng m:c tiu +1t 90% trong m=i chi8n d)ch. T1o dAng sA nhFn bi8t th!#ng hi0u c4a s;n ph%m mQi sT +!"c +!a ra trong qu tQi. C +!"c t<i thi,u 30 khch hng mQi trong phn khc th) tr!6ng X cho m=i qu. Bn +!"c 100 s ;n ph%m mZi tuBn. 1t +!"c m?c +2 cao vD sA hi lng c4a khch hng, kho;ng 95% s< khch hng m:c tiu. Gia tHng 5% th) phBn trong phn khc th) tr!6ng X m=i nHm. Gi;m chi ph ti8p th) kho;ng 10 % trong 6 thng tQi.

Di h`n (tl 3 8Hn 5 nNm) Thi8t lFp cc m:c tiu +Nc bi0t v c th, +o l!6ng +!"c cho thJy cc m?c +2 mong mu<n v D doanh s<, th) phBn, cc bi8n s< vD th!#ng hi0u, ROI, vv. , dAa trn th6i h1n chung v khu v Ac th) tr!6ng /doanh s< th) tr!6ng. Th d:: Tr. thnh th!#ng hi0u s< m2t trn th) tr!6ng vo NHm 5. Xy dAng sA nhFn bi8t qu;ng co m1nh mT vD s;n ph%m X trong 3 nHm tQi. Ginh +!"c 20% khch hng c4a +<i th4 c1nh tranh vo NHm 4. Gi;m chi ph cho m=i khch hng mQi cn X vo NHm X. Lm cho th!#ng hi0u c4a chng ta +Zng nghda vQi y8u t< c;m tnh/l tr X. Gia tHng x % tZng l"i nhuFn c4a dng s;n ph%m A vo NHm 3. B;o +;m cho cc +<i tc bang tJt c; nh phn ph<i chnh trong th) tr!6ng X.

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 Copyright Envision SBS. 2004. All rights reserved. Protected by the copyright laws of the United States & Canada and by international treaties. IT IS ILLEGAL AND STRICTL Y PROHIBITED TO DISTRIBUTE, PUBLISH, OFFER FOR SALE, LICENSE OR SUBLICENSE, GIVE OR DISCLOSE TO ANY OTHER PARTY , THIS PRODUCT IN HARD COPY OR DIGIT AL FORM. ALL OFFENDERS WILL BE SUED IN A COURT OF LAW.

3. CHI&N L-0C MARKETING 3.1 ChiHn lATc phn khc th? trABng NhFn bi8t b1n sT phn khc th) tr!6ng ra sao. Cc lo1i chi8n l!"c phn khc chnh nh! sau (b1n c`ng c th, chGn sA k8t h"p cc chi 8n l!"c): Phn khc theo +)a l: Phn khc khch hng dAa vo v ) tr +)a l (thnh ph<, qu<c gia, m vng, khu vAc thnh th), th6i gian c4a cng m2t khu vAc...). Phn khc theo ng!6i sY d:ng s;n ph%m: Phn khc khch hng dAa vo vi0c s Y d:ng s;n ph%m (s< tiDn v/hoNc cc mOu tiu th: c 4a m2t lo1i s;n ph%m hay th!#ng hi0u). Phn khc theo l<i s<ng: Phn khc hng dAa vo l<i s<ng c4a hG (bao gEm: gi tr), niDm tin, nhFn th?c, cc ho 1t +2ng gi;i tr, s. thch v D cc sA ki0n x h2i, sA +am m th, thao, sY d:ng ph!#ng ti0n truyDn thng, quan +i,m chnh tr)).

Li0t k cc phn khc th) tr!6ng chnh.

3.2 ChiHn lATc mac tiu NhFn bi8t chi8n l!"c m:c tiu thch ?ng vQi cng ty c4a b1n. iDu ny sT quy8t +)nh phn khc th) tr!6ng no (Nh! +!"c thi8t lFp . phBn trn trong PhBn 3.1 Chi8n l!"c phn khc th) tr!6ng) m b1n sT tFp trung vo. 03 chi8n l!"c m:c tiu chnh + l: Th) tr!6ng chung: tm ki8m th) tr!6ng nh! m2t kh<i +, +!a ra nhKng +p ?ng cho nhu cBu chung. Th) tr!6ng phn bi0t: tm ki8m nhKng phn vng th) tr!6ng khc nhau +, +p nhu cBu cho t[ng h1ng. Th) tr!6ng m:c tiu: tm ki8m phn vng th) tr!.ng nhP hoNc ti,u phn vng +, +p ?ng.

Th ? trABng m ac tiu Xc +)nh (cc) th) tr!6ng m:c tiu +!"c chGn Cung cJp cc thng tin vD th) tr!6ng m:c tiu c4a b1n qua cc dK li0u d!Qi +y: Con ngABi: o TuZi o GiQi tnh o Tnh tr1ng x h2i o NghD nghi0p o Tn gio o Dn t2c o Qu<c t)ch o Thu nhFp o Giai cJp x h2i

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Hon cUnh tinh th [n o Cch s<ng: o Thi +2 v niDm tin: o SA nhFn th?c: o Tnh cch: o Lo1i ph h"p Tiu tha v m hnh sm dang o o o o o o 2ng c# mua hng HG mua khi no, . +u v nh! th8 no TW l0 s Y d:ng HG c th!6ng mua hay khng? Cc tnh hu<ng quan trGng dOn +8n mua hng Ai l ng!6i quy8t +)nh mua hng v ai l ng!6i mua hng?

TiHp th? v kch cn thACng hiGu o o o o Cc ph;n hEi c: th, +<i vQi cc ch !#ng trnh ti8p th) Ti8p th) r2ng ri SA hi,u bi8t vD th!#ng hi0u Khch hng chGn m2t s;n ph%m l dAa vo th!#ng hi0u hay thu2c tnh s;n ph%m? o SA thn thu2c +<i vQi th!#ng hi0u o SA hi lng c4a khch hng o Khch hng chGn lAa cc th!#ng hi0u c1nh tranh nh! th8 no?

Tnh ch ct vL mJi quan hG cYa b`n vDi khch hng o GNp trAc ti8p, +i0n tho1i, Internet, th! t[ o Tnh gBn g4i c4a m<i quan h0 o B1n c th!6ng yu cu thng tin ph;n hEi t[ khch hng hay khng? o B1n c th!6ng lin l1c vQi khch hng hay khng?

3.3 Giai 8dan sJng cYa sUn phXm NhFn bi8t giai +o1n pht tri,n vD s ;n ph%m c4a b1n (th d:: M?c +2 chJp nhFn s;n ph%m c4a b1n trn th) tr!6ng) v nhFn bi8t thng tin thch h"p +, +!a vo ch!#ng trnh qu;ng co vD s;n ph%m c4a b1n. C 03 giai +Gan ch4 y8u + l: Giai +o1n sng lFp o Vi0c qu;ng co +!"c dng trong giai +o1n ny nham giQi thi0u khi ni0m mQi, thay +Zi nhKng thi quen v c tnh gio d:c. Giai +o1n C1nh tranh

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o Vi0c qu;ng co +!"c dng trong giai +o1n ny nham thi8t lFp th8 m1nh vD s;n ph%m c4a b1n trong c1nh tranh. Giai +o1n c4ng c< o Vi0c qu;ng co +!"c dng trong giai +o1n ny +#n gi;n l nham c4ng c< hoNc nhMc nh. khch hng vD chJt l!"ng s;n ph%m v +!"c th) tr!6ng chJp nhFn s;n ph%m c4a b1n.

3.4 Cc chiHn lATc thay th H 3.4.1 ThiHt lSp chiHn lATc Li0t k cc chi8n l!"c ti8p th) ch4 y8u m cng ty b1n c sfn. Cung cJp cc phn vng +!"c nhJn m1nh v chi8n l!"c m:c tiu v m t; tm tMt cc y8u t< ch4 y8u ha h"p vQi th) tr!6ng c4a m=i chi8n l!"c (s;n ph%m, +)a +i,m, khuy8n mi, gi c) (cc y8u t< ha h"p vQi th) tr!6ng sT +!"c +D cFp chi ti8t trong PhBn 4.1 H2i nhFp th) tr!6ng). Cc chi8n l!"c ti8p th) c th, +!"c dAa vo cc chi 8n l!"c kinh doanh chung d!Qi +y: Chi8n l!"c phn bi0t Chi8n l!"c ti8p th) sT phn bi0t cng ty c4a b1n vQi cc +<i th4 c 1nh tranh bang cch lm nZi bFt tiu chu%n quan trGng nh! l gi c;, chJt l!"ng, d)ch v : khch hng.. 1. Chi8n l!"c ti8p th) c th, cMt gi;m chi ph thng qua qu trnh s;n xuJt/phn ph<i v/hoNc thAc hi0n chnh sch gi;m gi +Nc bi0t v cung cJp s;n ph%m +1t chu%n cho tJt c; cc phn khc th) tr!6ng. Chi8n l!"c tFp trung vo s A khc bi0t hoNc chi8n l!"c Niche Chi8n l!"c ti8p th) Niche +!"c p d:ng +, tFp trung vo s A khc bi0t r r0t, th!6ng l th) tr!6ng phn khc nhP v phn khc khng nZi bFt, v thPa mn tJt c; cc y8u t< ha nhFp th) tr!6ng r rng +<i vQi phn khc. Chi8n l!"c tFp trung vo chi ph Chi8n l!"c ti8p th) sT cho ra s;n ph%m vQi chi ph thJp +<i vQi th) tr!6ng phn khc nhP. 3.4.2 ng hO v phUn 8J i chiHn lATc ChiHn lATc #1: Xc +)nh chi8n l!"c gng h2:
15

Chi8n l!"c +?ng +Bu vD chi ph

 Copyright Envision SBS. 2004. All rights reserved. Protected by the copyright laws of the United States & Canada and by international treaties. IT IS ILLEGAL AND STRICTL Y PROHIBITED TO DISTRIBUTE, PUBLISH, OFFER FOR SALE, LICENSE OR SUBLICENSE, GIVE OR DISCLOSE TO ANY OTHER PARTY , THIS PRODUCT IN HARD COPY OR DIGIT AL FORM. ALL OFFENDERS WILL BE SUED IN A COURT OF LAW.

Ph;n +<i: ChiHn lATc #2: Xc +)nh chi8n l!"c gng h2: Ph;n +<i: ChiHn lATc #3: Xc +)nh chi8n l!"c gng h2:: Ph;n +<i: 3.5 ChiHn lATc cJt li NhFn bi8t v ch ?ng minh cc chi8n l!"c ti8p th) +!"c chGn sT +!"c s Y d:ng +, +1t +!"c cc m:c tiu ti8p th). Gi;i thch cc chi8n l!"c ti8p th) c th, lm thay +Zi s;n ph%m / lnh v Ac v +p l1i cc ho1t +2ng c4a +<i th4 c1nh tranh nh! th8 no. NhFn bi8t cc lo1i ti8p th) +!"c sY d:ng nh! l m2t phBn c4a chi8n l!"c c <t li Th d:: Sch l!"c tJn cng Ti8p th) phng th4 Duy tr sA tHng tr!.ng +Du +Nn Ti8p th) kn +o Lm theo +<i th4 c1nh tranh Trnh n +<i th4 c 1nh tranh Ti8p th) theo ph!#ng php truyDn th<ng (in Jn, truyDn thanh, truyDn hnh, ngoi tr6i, quan h0 cng chng) Ti8p th) qua cng chng: l6i ni, ti8p th) bang cch gy En o Ti8p th) t!#ng tc, Ti8p th) kU thuFt s< Ti8p th) trAc ti8p, Ti8p th) nh6 vo m<i quan h0 Ti8p th) ch<n thnh th) Ti8p th) qua n8p s<ng, kinh nghi0m, sA k)n
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 Copyright Envision SBS. 2004. All rights reserved. Protected by the copyright laws of the United States & Canada and by international treaties. IT IS ILLEGAL AND STRICTL Y PROHIBITED TO DISTRIBUTE, PUBLISH, OFFER FOR SALE, LICENSE OR SUBLICENSE, GIVE OR DISCLOSE TO ANY OTHER PARTY , THIS PRODUCT IN HARD COPY OR DIGIT AL FORM. ALL OFFENDERS WILL BE SUED IN A COURT OF LAW.

3.5.1 ChiHn lATc 8?nh v? -

Ti8p th) h!Qng vo giQi tri Ti8p th) h!Qng vo khch hng trung thnh T on b2 th) tr!6ng, cc phn khc +!"c chGn S;n ph%m phong ph/ +#n gi;n vD cc +Nc tnh ChJt l!"ng s;n ph%m t<t/v[a/km S;n ph%m +Mc/v [a/ri Bao b +2c +o Phn ph<i r2ng khMp/+2c quyDn

M t; v D t!.ng bn hng +2c +o c4a cng ty b1n v lm th8 no +, phn bi0t +!"c t!.ng c4a cng ty b1n vQi t!.ng c4a cc +<i th4 c 1nh tranh. !a ra chi8n l!"c +)nh v) c4a cng ty hay chi8n l!"c +)nh v) +<i vQi t[ng s;n ph%m hay t[ng s;n ph%m gia +nh. Cung cJp Kh%u hi0u hoNc cc tuyn b< v D v ) th8 c4a cng ty +<i vQi t[ng s;n ph%m. Cc chi8n l!"c +)nh v) c th, dAa vo cc y8u t< sau; Thu2c tnh c 4a s;n ph%m L"i ch c4a s;n ph%m p ?ng +!"c nhu cBu m +<i th4 c1nh tranh khng lm +!"c Cc ph!#ng th?c/c# h2i ti8p xc khch hng Ng!6i sY d:ng So snh trAc ti8p vQi +<i th4 c1nh tranh Trnh n +<i th4 c 1nh tranh NhiDu lo1i s;n ph%m ChW ra v ) th8 c4a cng ty sT lun giK v Kng qua cc phn khc m:c tiu khc nhau hay khng, n8u khng cho bi8t v ) th8 trn t[ng phn khc.

3.5.2 ThACng hiGu Cung cJp cc chi8n l!"c vD th!#ng hi0u dAa trn v) th8. Ghi chi ti8t vD tn th!#ng hi0u v thng tin lin quan. H!Qng dOn phong cch c4a cng ty Kh%u hi0u /bi,u tr!ng c4a s;n ph%m v cng ty NhFn d1ng th!#ng hi0u, tnh chJt v s A k8t h"p Tn th!#ng hi0u Bao b

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 Copyright Envision SBS. 2004. All rights reserved. Protected by the copyright laws of the United States & Canada and by international treaties. IT IS ILLEGAL AND STRICTL Y PROHIBITED TO DISTRIBUTE, PUBLISH, OFFER FOR SALE, LICENSE OR SUBLICENSE, GIVE OR DISCLOSE TO ANY OTHER PARTY , THIS PRODUCT IN HARD COPY OR DIGIT AL FORM. ALL OFFENDERS WILL BE SUED IN A COURT OF LAW.

4. CH-1NG TRNH MARKETING 4.1 Marketing phJi hTp Xc +)nh cc y8u t< chnh trong vi0c ha nhFp th) tr!6ng c4a b1n (theo chi ti8t d!Qi +y). Hy +iDu chWnh th6i gian v trnh tA cc y8u t< v gi;i thch chng sT h= tr" vQi nhau nh! th8 no. 4.1 SUn phXm + NhSn bi Ht dng sUn phXm chnh v cc dng sUn phXm pha. NhFn bi8t cc thu2c tnh ch4 y8u c4a s;n ph%m (chjng h1n nh! cc +Nc +i,m, chJt l!"ng, phn lo1i s;n ph%m theo m?c +2 phZ bi8n, bao b, ) s T hoNc + +!"c thAc hi0n nham +p ?ng cc nhu cBu th) tr!6ng nhMm +8n v theo chi8n l!"c th) tr!6ng. Cung cJp m?c +2 +1t +!"c c 4a cng ty +<i vQi t[ng thu2c tnh, th d: nh!: Thu Oc tnh: 89c 8i<m Tiu chu%n s;n ph%n thJp vD +Nc +i,m Thu Oc tnh: lo `i sUn phXm 8ATc Aa chuOng !"c chGn lAa r2ng ri trong nhiDu s;n ph%m khc nhau trong cng dng s;n ph%m. Thu Oc tnh: ch ct lATng S;n ph%m c chJt l!"ng cao Thu Oc tnh: 6O tin tAong/sF bUo hnh Ch8 +2 b;o hnh v han tr; r r0t o Cung cJp tn, hnh d1ng, ch?c nHng, +Nc +i,m v ti0n ch c4a s;n ph%m. o So snh s;n ph%m b1n +!a ra vQi s;n ph%m c4a cng ty c1nh tranh chnh. o NhFn bi8t nh! th8 no/khi no nhKng s;n ph%m mQi +!"c giQi thi0u ra th) tr!6ng hoNc nhKng s;n ph%m b) thJt b1i. o NhFn bi8t nhKng +Zi thay trong qu trnh s;n xuJt. 4.1.2 6?nh gi + Dipn giUi gi bn 8ATc quyHt 8?nh nhA thH no. Di^n gi;i chi8n l!"c +)nh gi (th d: nh! gi chung trn th) tr!6ng, gi thm nhFp th) tr!6ng, gi thJp nhJt c4a nh cung cJp, gi theo +)a l, s ;n ph%m trGn gi, .) v n lin quan +8n chi8n l!"c ti8p th) chung nh! th8 no. So snh gi c; v Qi chi ph. !a ra cc k8 ho1ch gi;m gi Trnh by cc tr!6ng h"p +iDu chWnh gi ( th d: nh! theo gi qu<c t8, +<i ph vQi gi c4a cng ty c1nh tranh, gi c; theo +)a l, .)
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 Copyright Envision SBS. 2004. All rights reserved. Protected by the copyright laws of the United States & Canada and by international treaties. IT IS ILLEGAL AND STRICTL Y PROHIBITED TO DISTRIBUTE, PUBLISH, OFFER FOR SALE, LICENSE OR SUBLICENSE, GIVE OR DISCLOSE TO ANY OTHER PARTY , THIS PRODUCT IN HARD COPY OR DIGIT AL FORM. ALL OFFENDERS WILL BE SUED IN A COURT OF LAW.

4.1.3 SF phn phJi + Chr r vai tr cYa viGc phn phJi khi p dang trong chi Hn lATc tiHp th? (nhA l phn phJi 8O c quyLn, thm nhSp ton bO th? trABng, phn ph Ji chdn ldc) NhFn bi8t cc khu v Ac +)a l, lnh thZ ph: trch kinh doanh. ChW r cc lo1i knh phn ph<i (chjng h1n nh!: bn trAc ti8p, gin ti8p, c nhn, s< l!"ng v lo1i hnh trung gian nh bun li, nh bun s W, nh phn ph<i, +1i l) ChW r ng!6i trung gian l ng!6i: 4.1.4 QuUng co 6L ti Chu%n b) cc ch 4 +D +!"c ch Gn lGc theo chi8n l!"c ti8p th): sA ku gGi v cc thng +i0p +!"c truyDn t;i +, h= tr" cho chi8n l!"c ti8p th) (c th , dAa trn cc +D xuJt bn hng +2c +o c4a b1n). Chu%n b) cc lo1i qu;ng co: Lo1i t1o c;m xc Thu thFp cc thng tin nghin c?u th) tr!6ng Cung cJp cc thng tin nghin c?u th) tr!6ng ln v xu<ng c4a chu=i cung ?ng. Qu;ng co s;n ph%m c4a b1n. THng gi bn Th!#ng th;o vQi khch hng hay vQi trung gian c4a hG. VFn chuy,n v tEn trK hng ha.

Kh.i x!Qng cc ph: x !Qng xc c ;m qua cc l6i ku gGi c tnh tm l vD hb n2 i <. Lo1i c tnh thAc t8

ChW ra cc s A ki0n c thAc/ cc d On ch?ng khoa hGc Lo1i c tnh sng t1o

SY d:ng cc bi,u t!"ng, hnh t!"ng, ngh0 thuFt v cc +iDu t!#ng tA. Lo1i mang tnh so snh

So snh trAc ti8p s;n ph%m c4a b1n vQi s;n ph%m c4a cc cng ty c1nh tranh. o B;ng bo co (n8u c)
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o Nhn sA/+1i l ph: trch thi hnh 4.1.4.2 PhACng tiGn truyLn thng Gi;i thch vi0c chGn lAa cc ph!#ng ti0n truyDn +1t k8t h"p vQi lo1i qu;ng co. In Jn TruyDn thanh TruyDn hnh Ngoi tr6i SA ki0n Quan h0 cng chng/ qu;ng b TrAc tuy8n

Hy gi;i thch m=i ph!#ng ti0n truyDn +1t sT +!"c dng nh! th8 no trong vi0c sMp x8p th6i gian, trnh tA v hi 0p lAc nhau. Trnh by cc m:c tiu qu;ng co cBn +1t +!"c bang ph!#ng ti0n truyDn +1t trong cc lnh v Ac: TB m ho1t +2ng SA trnh by TBn s< SA lin t:c SA nhFn bi8t SA h!.ng ?ng +Nc bi0t vv.

Tm tMt cc thng tin vD vi0c sMp x8p th6i gian v trnh tA trong b;ng d!QI +y:

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 Copyright Envision SBS. 2004. All rights reserved. Protected by the copyright laws of the United States & Canada and by international treaties. IT IS ILLEGAL AND STRICTL Y PROHIBITED TO DISTRIBUTE, PUBLISH, OFFER FOR SALE, LICENSE OR SUBLICENSE, GIVE OR DISCLOSE TO ANY OTHER PARTY , THIS PRODUCT IN HARD COPY OR DIGIT AL FORM. ALL OFFENDERS WILL BE SUED IN A COURT OF LAW.

PhACng tiGn

Thng 1

Thng 2

Thng 3

Thng 4

Thng 5

Thng 6

Thng 7

Thng 8

Thng 9

Thng 10

Thng 11

Thng 12

In cn

TruyLn thanh

TruyLn hnh Ngoi trB i TrFc tuyHn

SF kiGn Quan hG cng chng/ quUng b

B]NG 4. KH ho`ch sm dang phACng tiGn truyLn thng Qu;ng co lo1i A : Di^n gi;i TuBn hon HOkC s< l!"ng in HOkC s < lBn lm HOkC s < lBn lMp +Nt HOkC th6i gian pht song + l!"ng thnh gi; HOkC s< sA ki0n. Qu;ng co lo1i B: Di^n gi;i TuBn hon HOkC s< l!"ng in HOkC s < lBn lm HOkC s < lBn lMp +Nt HOkC th6i gian pht song + l!"ng thnh gi; HOkC s< sA ki0n Qu;ng co lo1i C: Di^n gi;i TuBn hon HOkC s< l!"ng in HOkC s < lBn lm HOkC s < lBn lMp +Nt HOkC th6i gian pht sng + l!"ng thnh gi; HOkC s< sA ki0n Qu;ng co lo1i D: Di^n gi;i TuBn hon HOkC s< l!"ng in HOkC s < lBn lm HOkC s < lBn lMp +Nt HOkC th6i gian pht sng + l!"ng thnh gi; HOkC s< sA ki0n.

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4.2 Cc chACng trnh dnh cho khch hng thn thu Oc M t; cc ch!#ng trnh dnh cho khch hng thn thu2c Ch!#ng trnh dnh cho khch hng thn thu2c gEm c cc lo1i chnh sau: Ch!#ng trnh tNng th!.ng: tNng cc ph%n th!.ng cho khch hng mua nhiDu lBn bang cc hnh th?c tNng +i,m hay phi8u nhFn qu, c th, hon +Zi thnh cc s;n ph%m khc. Ch!#ng trnh c;m t1: tNng cho cc khch hng thn thu2c cc s ;n ph%m/ hay d)ch v : km theo hoNc cc lo 1i tn vinh khc. Ch!#ng trnh +<i tc: c2ng tc vQi cng ty khc +, tNng cho khch hng thn thu2c cch +<i xY +Nc bi0t vD s;n ph%m c4a cng ty +. Ch!#ng trnh gi;m gi: TNng s;n ph%m vQi gi +!"c gi;m hay mi^n ph m2t khi khch hng mua hng +1t +8n m2t s< tiDn no +. Ch!#ng trnh thu ht: TiDn t0 ho sA quan tm c4a khch hng qua vi0c h= tr" cc ho1t +2ng t1i +)a ph!#ng, sA ki0n, hay cc tZ ch?c t[ thi0n tnh trn m=i lBn mua ca khch hng.

4.3 D?ch va v Ht trT khch hng NhFn bi8t cc y8u t< ch4 y8u vD d)ch v : v h= tr" khch hng c lin quan +8n chi8n l!"c ti8p th). ChW ra tJt c; y8u t< trong d)ch v: khch hng: Gi6 giJc ph:c v: khch hng M?c +2 v ph!#ng th?c c4a d)ch v:/ h= tr" khch hng +!"c +!a ra (+i0n tho1i Cc m?c +2 thAc hi0n sT +!"c duy tr Ti0n ch c4a cc d )ch v :/?ng d:ng kU thuFt (th d:: tb l0 phBn trHm th6i gian nghW my c4a my ch4 ph:c v:. Th6i gian tr; l6i nhKng thMc mMc c4a khch hng. Th6i gian yu cBu +, gi;i quy8t vJn +D.

4.4 Nghin cWu th? trABng NhFn bi8t cc thng tin khch hng cBn thi8t cho vi0c thAc hi0n thnh cng ch!#ng trnh ti8p th). Di^n gi;i cc thng tin nghin c?u th) tr!6ng +!"c thu thFp, tEn trK v c Fp nhFt nh! th8 no.

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4.5 Bn hng trFc tiHp

NhFn

bi8t cc y8u t< trong chi8n l!"c bn hng trAc ti8p n8u thch h"p

NhFn bi8t lAc l!"ng bn hng cBn c o S< ng!6i bn hng theo yu cBu o Tiu chu%n ng!6i bn hng theo yu cBu o Lo1i hng trnh by cBn dng

4.6 Lng tin v sF tn nhiGm NhFn bi8t lm th8 no +, c +!"c lng tin v sA tn nhi0m o o o o o Qu;ng co GiJy ch?ng nhFn SA b;o hnh DJu xc nhFn / sA ti8n cY c 4a chuyn gia ThY nghi0m / hng mOu / ch?ng minh

4.7 Xc tiHn thACng m`i M t; cc y8u t< trong xc ti8n th!#ng m1i vQi cc nh phn ph<i v/ho Nc cc +<i tc.

5. K& HO#CH TH,C HI.N 5.1 ThiHt kH v tri<n khai sUn phXm 5.1.1 Cc yu c[u kP thuSt Cung cJp danh sch cc thay +ZI hoNc bZ sung +<i vQi s;n ph%m k, c ; bao b (theo nh! yu cBu c4a chi8n l!"c ti8p th)) LFp k8 ho1ch cho cc b!Qc n2i b2 +!"c yu cBu +, thAc hi0n cc thay +Zi (cc cu 2c hGp pht huy sng ki8n, bi0n tFp cc +D xuJt, chi ph v vi 0c phn tch tnh kh; thi, vi0c chGn lAa ph!#ng th?c, sA nhJt tr giKa nhKng ng!6i ra quy8t +)nh, xem xt l1i quy8t +)nh cu<i cng, vv) Chi ti8t cc thay +Zi +!"c yu cBu +<i vQi ph!#ng th?c s ;n xuJt. ChW ra cc yu cBu +, kh.i sA nhKng +Zi thay ny. K, c; k8 ho1ch ki,m tra, xem xt l1i ti8n tri,n v +nh gi cu<i cng vD s;n ph%m.

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5.1.1.1 Cc yu c[u 8JI vDi ngu fn bn ngoi BZ nhi0m nhn vin ph: trch vi 0c thi8t lFp cc yu cBu +<i vQi nh cung cJp, +!a ra cc +D xuJt, so snh cc +D ngh) cho hng, lAa chGn nh cung cJp v th!#ng th;o. Thi8t lFp k8 ho1ch mua hng cho cc nh cung cJp v so snh cc +D ngh). Thi8t lFp k8 ho1ch +, gYI cc +D xuJt yu cBu +8n cc nh cung c Jp d)ch v:, ng!6i bn hng, ng!6i cung ?ng hoNc +<i tc v th6i h1n cu<i cng cho vi0c chGn nh cung cJp.

5.1.2 Cc yu c[u tiHp th? Cung cJp b;n k khai chi ti8t c4a ng!6i ch)u trch nhi0m vi8t bo co m t; s;n ph%m mQi v cc ti li0u bZ sung.

5.1.3 Cc yu c[u vL gi cU Trnh by chi ti8t cJu trc gi mQi o o o o Chi ph Gi sW THng gi Gi bn li +D ngh)

Li0t k cc ti li0u kinh doanh sT cBn ph;i cFp nhFt v ch W +)nh cng vi0c cho nhn vin ch)u trch nhi0m. Li0t k cc dK li0u v h E s # kU thuFt s< c Bn cFp nhFt v ch W +)nh nhn vin ch)u trch nhi0m.

5.1.4 Cc yu c[u vL ngufn lFc Li0t k d:ng c:, thi8t b), c# s . vFt chJt hay cc y8u t< khc +!"c yu cBu +, thAc hi0n cc thay +Zi c4a s;n ph%m. ChW +)nh nhn vin ph: trch vi 0c xc +)nh cc h1ng m:c yu cBu +Nc bi0t v thAc hi0n vi0c mua hng.

5.2 Marketing v bn hng 5.2.1 6?nh v?, th ACng hiGu & TA liGu v< cng ty ChW +)nh tr!.ng phng th) tr!6ng ph: trch chi8n l!"c v D th!#ng hi0u v v ) th8 c4a cng ty. ChW +)nh gim +<c sng t1o ph: trch vi 0c h!Qng dOn tc phong cng ty v +!6ng l<i chW +1o sng t1o (trong vi0c sY d:ng th!#ng hi0u, bi,u tr!ng, kh%u hi0u, bD mNt cng ty, mu sMc, vv) Cc kho hu Jn luy0n ton cng ty ph;i +!"c tZ ch?c +, truyDn +1t cc chi8n l!"c vD th!#ng hi0u v v ) th8 c4a cng ty. Cc h!Qng dOn ngMn gGn v sng t1o d!Qi +y ph;i +!"c +iDn vo:

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 Copyright Envision SBS. 2004. All rights reserved. Protected by the copyright laws of the United States & Canada and by international treaties. IT IS ILLEGAL AND STRICTL Y PROHIBITED TO DISTRIBUTE, PUBLISH, OFFER FOR SALE, LICENSE OR SUBLICENSE, GIVE OR DISCLOSE TO ANY OTHER PARTY , THIS PRODUCT IN HARD COPY OR DIGIT AL FORM. ALL OFFENDERS WILL BE SUED IN A COURT OF LAW.

TH-1NG HI.U: [TN]

Ngy: [Thng, NHm]

GI TR 2 TH-1NG HI.U HI.N T#I Cc y8u t< c ;m tnh Cc y8u t< l tr

GI TR 2 TH-1NG HI.U MONG MU^ N Cc y8u t< c ;m tnh Cc y8u t< l tr

TuT C] PH-1NG THvC 6^I THO#I Nn lm Khng nn lm

Ngy: [Thng, NHm] S]N PHwM ho9c TH-1NG HI.U: [TN] S, THEO DI CH Y&U

Y8u t< th) tr!6ng quan trGng nhJt sT +)nh h!Qng chochi8n l!"c qu;ng co. THuU HIhU KHCH HNG i, m nh1y c;m hoNc b?c xc c 4a khch hng m vi0c qu;ng co nn bMt +Bu t[ +. 6^I T-0NG 6^I THj AI M:c tiu chnh c4a vi0c qu;ng co.

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 Copyright Envision SBS. 2004. All rights reserved. Protected by the copyright laws of the United States & Canada and by international treaties. IT IS ILLEGAL AND STRICTL Y PROHIBITED TO DISTRIBUTE, PUBLISH, OFFER FOR SALE, LICENSE OR SUBLICENSE, GIVE OR DISCLOSE TO ANY OTHER PARTY , THIS PRODUCT IN HARD COPY OR DIGIT AL FORM. ALL OFFENDERS WILL BE SUED IN A COURT OF LAW.

TRI hN VjNG Th!#ng hi0u t!"ng tr!ng cho ci g v lm th8 no +, n c +!"c ch= +?ng trong suy nghd c4a khch hng.

6^I T-0NG Ai l +<i t!"ng m:c tiu ? Khch hng c;m nhFn th8 no vD th!#ng hi0u ?

Hx TR0 iDu g dOn +8n tri,n vGng c4a th!#ng hi0u?

C th, +!"c thAc hi0n cho t[ng chi8n d)ch qu;ng co hay cho ton b2 chi8n l!"c ti8p th). 1. Phn cng trch nhi0m vD vi0c +Hng k th!#ng hi0u. 2. Phn cng trch nhi0m vD vi0c t1o ra cc ti li0u cng ty v cc thng tin mang bi,u tr!ng v) th8 v th!#ng hi0u c4a cng ty. 5.2.2 QuUng co Phn cng trch nhi0m ph: trch v D nghin c?u, lFp k8 ho1ch, sng t1o, xem xt, ph duy0t, v th Y nghi0m vi0c qu;ng co v +Nt hng cc ph!#ng ti0n truyDn thng. Trnh by chi ti8t cc y8u t< +!"c lm trong nhm v nguEn bn ngoi ( th d: nh! thi8t k8 qu;ng co, in Jn, th! t[, vv) ChW +)nh nhn vin ph: trch vi0c thi8t lFp cc yu cBu +<i vQi nh cung cJp, +!a ra cc +D xuJt, so snh cc +D ngh) cho hng, lAa chGn nh cung cJp v th!#ng th;o. Thi8t lFp k8 ho1ch mua hng cho cc nh cung cJp v so snh cc +D ngh). Thi8t lFp k8 ho1ch +, gYi cc +D xuJt yu cBu +8n cc nh cung c Jp d)ch v:, ng!6i bn hng, ng!6I cung ?ng hoNc +<I tc v th6i h1n cu<i cng cho vi0c chGn nh cung cJp.

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5.2.2.1 Thm nghiGm th? trABng (N8u cng ty b1n c nhKng nguEn lAc hKu hi0u trong tay, m2t cu2c thY nghi0m th) tr!6ng l cch t<t nhJt +, +nh gi chi8n l!"c ti8p th) c4a b1n. Th) tr!6ng +!"c chGn lAa +, thY nghi0m th!6ng c dn s< nh! trong th) tr!6ng m:c tiu c 4a b1n, phBn no h#i b) tch bi0t, cung cJp nhKng ph!#ng ti0n t!#ng +<i khng +Mt lMm +, qu;ng co v khng cho thJy c sA tin t!.ng mnh li0t no vD th!#ng hi0u) Trnh by chi ti8t cc thng s< c4a vi 0c thY nghi0m th) tr!6ng: Cc +Nc +i,m c4a th) tr!6ng Quy m thY nghi0m (cc s ;n ph%m +Nc bi0t so vQi ton b2 dng s;n ph%m, cc knh phn ph<i (khng) h1n ch8, vi 0c sY d:ng truyDn thng (khng) giQi h1n, vv) SMp x8p th6i gian Thi8t lFp cc tiu chu%n cho vi0c phn tch sA thAc hi0n thY nghi0m Thi8t lFp cc m?c +2 thAc hi0n ph;i tho; mn +, ti8p t:c chi8n l!"c nh! + +D ra. ChACng trnh dnh cho khch hng thn thu Oc ChW r cc y8u t< +!"c yu cBu c4a ch!#ng trnh +!"c chGn lAa. ChW +)nh nhn vin/phng ban ph: trch vi 0c xc +)nh v b;o +;m cc y8u t< c4a ch!#ng trnh nh! + nhFn bi8t trong chi8n l!"c ti8p th). S;n ph%m mi^n ph ThAc hi0n h0 th<ng tnh +i,m/ tNng qu Phi8u qu Ch!#ng trnh pht tri,n +<i tc Tm ki8m cc ho1t +2ng, sA ki0n x h2i +, h= tr" ThAc hi0n vi 0c theo di ho1t +2ng mua bn c4a khch hng Cng ngh0 +1t +!"c Ho nhFp cng ngh0 vo h0 th<ng cng ty Phn cng nhn vin ph: trch vi 0c thu nhFn v thAc hi0n ph!#ng php +, c +!"c sA tn nhi0m. Gi;i thch lm th8 no sA tin t!.ng v tn nhi0m sT c +!"c qua cc ph!#ng th?c sau (ch Gn lJy m2t hoNc nhiDu ph!#ng th?c lin quan): Qu;ng co GiJy ch?ng nhFn SA b;o hnh DJu xc nhFn / sA ti8n cY c4a chuyn gia ThY nghi0m / hng mOu / ch?ng minh Khc

5.2.3

5.2.5 LFc lATng bn hng TZ ch?c cc tZ v b 2 phFn bn hng dAa vo cc ph Bn cBn +1t +8n. Phn cng tZ bn hng theo khu vAc +)a l. Phn cng tZ bn hng theo dng s;n ph%m.
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 Copyright Envision SBS. 2004. All rights reserved. Protected by the copyright laws of the United States & Canada and by international treaties. IT IS ILLEGAL AND STRICTL Y PROHIBITED TO DISTRIBUTE, PUBLISH, OFFER FOR SALE, LICENSE OR SUBLICENSE, GIVE OR DISCLOSE TO ANY OTHER PARTY , THIS PRODUCT IN HARD COPY OR DIGIT AL FORM. ALL OFFENDERS WILL BE SUED IN A COURT OF LAW.

Phn cng tZ bn hng theo khch hng +Nc bi0t hoNc theo cc lo1i khch hng. Phn cng tZ bn hng theo cc ch?c nHng +Nc bi0t. ChW r lo1i v s< l!"ng ng!6i +!"c yu cBu cho t[ng tZ hay t[ng khu vAc hay t[ng b2 phFn. ChW r cc ti li0u kinh doanh cBn c v huJn luy0n t[ng nhn vin bn hng theo yu cBu. ChW +)nh nhn vin ph: trch tri,n khai vi0c trnh by kinh doanh. ChW +)nh nhn vin ph: trch vi0c thu m!Qn, huJn luy0n, thc +%y v lp ch!#ng trnh. ChW +)nh thnh vin trong m=i tZ ph: trch vi0c ph<i h"p thng tin giKa cc b2 phFn.

5.2.6 D?ch va khch hng ChW r cc yu cBu +<i vQi nhn vin S< l!"ng nhn vin Lo1i nhn vin (trong gi6/ngoi gi6) Gi6 lm vi0c Trch nhi0m HuJn luy0n

ChW r cc chnh sch d)ch v: khch hng ChW +)nh/ thu m!Qn nhn vin ph: trch vi 0c thu m!Qn, huJn luy0n, lFp ch!#ng trnh.

5.2.7 Nghin cWu th ? trABng Chd r cc thng tin th) tr!6ng ch4 y8u c th, thu thFp t[ cc nguEn trAc ti8p nh!: Bn hng tFn tay Giao d)ch th! t[ vQi khch hng (+i0n tho1i, email, fax, th! tn) Kh;o st Bo co kinh doanh NguEn khc ChW r cc thng tin th) tr!6ng th? y8u c th, thu thFp +!"c +, h= tr" cho cc chi8n l!"c th) tr!6ng hi0n t1i v t!#ng lai. ChW +)nh nhn vin ph: trch vi 0c thi8t lFp cc ph!#ng php xY l thng tin. ChW +)nh nhn vin ph: trch vi 0c thu nhFn/tch h"p cc thng tin, l!u trK, truy cFp tin v phn tch h0 th<ng (th d:: phBn mDm CRM)

5.3 Nh phn phJi Li0t k cc lo1i nh phn ph<i theo yu cBu b.i chi8n l!"c ti8p th) cho t[ng khu vAc.

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Phn cng nhn vin ph: trch vi 0c thi8t lFp cc yu cBu +<i vQi nh cung ?ng, yu cBu cc +D xuJt, so snh cc +D ngh), chGn lAa nh cung cJp v th!#ng th;o.

5.3.1 Ti liGu tiHp th? ChW +)nh nhn vin ph: trch vi 0c ln k8 ho1ch, t1o dAng, xem xt v ph duy0t cc ti li0u kinh doanh +, cung cJp cho nh phn ph<i. 5.4 Cc yu c[u vL ngufn lFc Lit k cc thi8t b), ph!#ng ti0n, nguyn li0u th, hng ha hon chWnh v v Ft t! v Hn phng theo yu cBu +, thAc hi0n thnh cng k8 ho1ch ti8p th). Phn cng nhn vin ph: trch vi 0c xc +)nh cc yu cBu vD cc h1ng m:c +Nc bi0t v thAc h)n vi0c mua hng.

5.5 LSp chACng trnh Cung cJp m2t b;ng (xem trang k8) m t; khung th6i gian c4a cc cng vi 0c quan trGng v ng!6i +!"c chW +)nh cng vi0c.
CNG VI.C THI&T K& V TRIhN KHAI S]N PHwM - Nhi0m v: chnh 1 - Nhi0m v: chnh 2 - Nhi0m v: chnh 3 - Nhi0m v: chnh 4 KINH DOANH & TI&P TH2 - Nhi0m v: chnh 1 - Nhi0m v: chnh 2 - Nhi0m v: chnh 3 - Nhi0m v: chnh 4 NH PHN PH^I - Nhi0m v: chnh 1 - Nhi0m v: chnh 2 - Nhi0m v: chnh 3 - Nhi0m v: chnh 4 NGUeN THU NHkN - NguEn 1 - NguEn 1 - NguEn 1 - NguEn 1 . NGY B+T 6zU NGY K&T THC NG-4I PH / TRCH NHkN XT

B]NG 5. BUng theo di cng viGc 8ang thFc hiGn

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6. 6NH GI V GIM ST VI.C TH,C HI.N 6.1 Gim st cc chiHn d ?ch quUng co 6.1.1 Tiu chuXn thFc hiGn

Li0t k cc tiu chu%n sT +!"c dng +, +o l!6ng m?c thnh cng c4a chi8n d)ch qu;ng co. SA thnh cng c th, +!"c dAa vo: <i t!"ng ti8p th). M:c +ch +Nc bi0t c4a chi8n d)ch. K8t qu; tr!Qc +y. M?c trung bnh trong lnh vAc.

Cc th d: vD tiu chu%n: DAa vo hnh vi: S< ng!6i vo trang web, th6i gian l!u l1i, m?c +2 ch , s< lBn truy cFp S< cu2c +i0n tho1i gGi +8n S< lBn than phiDn SA thay +Zi v8 hnh vi c4a khch hng/ vD ph!#ng th?c mua hng vv. DAa vo chi ph: Tb l0 thay +Zi (tb l0 khch hng thAc hi0n cc hnh vi +Nc bi0t) Chi ph dnh cho vi0c nhFn khch hng mQi / chi ph mZi th!#ng v: ROI vv.. DAa trn bi8n s< v D th!#ng hi0u M?c +2 thPa mn c4a khch hng ln t!"ng c4a khch hng vD th!#ng hi0u/ s;n ph%m M?c +2 nhFn bi8t th!#ng hi0u M?c +2 thn thu2c c 4a khch hng vv. K8t h"p (SA ph<i h"p cc y8u t< trn)

6.1.2 Chi ph quUng co Xc +)nh tb l0 chi ph qu;ng co trn doanh s< cho dng s;n ph%m (tZng chi ph cho dng s;n ph%m chia cho doanh s< tnh bang +-la t1o ra t[ dng s;n ph%m hay t[ nhn vin bn hng hay t[ khu vAc bn hng x 100) Xc +)nh tb l0 chi ph qu;ng co s;n ph%m trn tZng chi ph qu;ng co (chi ph qu;ng co s;n ph%m chia cho tZng chi ph qu;ng co x 100) Qua vi 0c +iDn vo b;ng 6 d!Qi +y, b1n c th,: 1. Phn tch tZng chi ph qu;ng co so vQi doanh s< v l"i nhuFn. 2. So snh vi0c thAc hi0n t[ng s;n ph%m hay t[ng khu vAc hay t[ng phBn th) tr!6ng hay t[ng b2 phFn. 3. So snh vi0c thAc hi0n c4a t[ng ph!#ng ti0n truyDn thng.

30

 Copyright Envision SBS. 2004. All rights reserved. Protected by the copyright laws of the United States & Canada and by international treaties. IT IS ILLEGAL AND STRICTL Y PROHIBITED TO DISTRIBUTE, PUBLISH, OFFER FOR SALE, LICENSE OR SUBLICENSE, GIVE OR DISCLOSE TO ANY OTHER PARTY , THIS PRODUCT IN HARD COPY OR DIGIT AL FORM. ALL OFFENDERS WILL BE SUED IN A COURT OF LAW.

T\ng sJ

Doanh s J rng Chi ph quUng co In Jn TruyDn thanh TruyDn hnh Ngoi tr6i SA ki0n Quan h0 cng chng TrAc tuy8n TZng chi ph T{ lG % giga chi ph quUng co v doanh sJ L"i nhuFn rng T{ lG % giga chi ph quUng co v lTi nhuSn S< khch hng mQi Chi ph qu;ng co cho vi0c nhFn m2t khch hng mQi (chi ph qu;ng co chia cho s< khch hng mQi) In Jn TruyDn thanh Truy Dn hnh Ngoi tr6i SA ki 0n Quan h0 cng chng TrAc tuy8n Chi ph trung bnh cho viGc nhSn khch hng mDi

150,000 9,000 1,000 5,000 4,000 2,400 2,000 4,500 $27,900 19%

S;n ph%m A (hay Khu vAc 1 hay Thi tr!6ng X hay B2 phFn) 30,000 1500 500 2000 600 1,200 500 500 $6,800 23%

S;n ph%m B

S;n ph%m C

S;n ph%m D

S;n ph% m E

iDn vo cc thng tin cho t[ng s;n ph%m hay cho t[ng khu vAc hay cho t[ng ph%n th) tr!6ng hay cho t[ng b2 phFn +, rt ra sA so snh giKa cc lo1i (c2t) v gi Ka cc ph!#ng ti0n truyDn thng.

$37,000 75%

$10,500 65%

2,000

150

$4.5 $0.5 $2.5 $2 $1.2 $1 $2.25 $14

$10 $3.3 $13.3 $4 $8 $3.3 $3.3 $45

B]NG 6. Phn tch chi ph quUng co cho [N|M]

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NhSn biHt chi ph quUng co ring biGt Trong b;ng . trn, chi ph cho vi 0c thu nhFn m2t khch hng +<i vQi t[ng ph!#ng ti0n truyDn thng +!"c tnh v Qi gi; +)nh rang s< khch hng mQi t1o ra bang nhau cho t[ng ph!#ng ti0n. Tuy nhin, trong thAc t8, s< khch hng sinh ra t[ t[ng ph!#ng ti0n th khng nhJt thi8t ph;i nh! nhau. , c +!"c sA chnh xc h #n vD chi ph qu;ng co cho m2t khch hng mQi, ph;i thAc hi0n m2t h0 th<ng t1o ra v theo di cc m s< qu;ng co, tem phi8u, hay cc trang web m khch hng c th, truy cFp hoNc ph;i tham kh;o khi mua hng. Thm vo +, c th, hPi thHm khch hng vD lo1i qu;ng co no hG thJy t1i th6i +i,m mua hng (hoNc qua m2t phi8u thHm d +!"c +iDn t1i lc mua hng). 6.2 Phn tch kinh doanh 6.2.1 KH ho`ch bo co Thi8t lFp m2t ch!#ng trnh (c tnh th!6ng xuyn) cho vi0c lm cc bo co vD kinh doanh (+!"c thng tri +8n gim +<c th) tr!6ng) Hang ngy/ hang tuBn Hang thng/hang qu Hang nHm M=i chi8n d)ch M=i +2ng thi c4a +<i th4 c1nh tranh (nh! chi8n d)ch qu;g co, quan h0 cng chng, giQi thi0u s;n ph%m mQi, vv..)

6.2.2 SF suy giUm kinh doanh Vi0c suy y8u kinh doanh +!"c yu cBu thi8t lFp trong bo co kinh doanh. Vi0c kinh doanh suy gi;m c th, do: Khu vAc kinh doanh 1i di0n kinh doanh S;n ph%m, hnh th?c bao b, ki,u dng s;n ph%m, mi v) s;n ph%m, vv. Lo1i khch hng (mQi /c`) Lo1i khch hng th theo dn s<, nghD nghi0p, quy m Ph!#ng th?c mua hng: +i0n tho1i, th! t[, trang web, bn trAc ti8p S< l!"ng +#n mua hng Hoa hEng nhn vin vv.

6.2.3 6nh gi theo chu Xn mFc Thi8t lFp cc +i,m chu%n c lin quan nhJt +, dAa vo + vi0c kinh doanh +!"c so snh: Lnh vAc kinh doanh (cung cJp th) phBn cho b1n) Tham vJn dK li0u/sch bo M:c tiu/ chW tiu kinh doanh S< li0u kinh doanh tr!Qc +y DA +an (+!"c lm trong nhm hay do cc nh phn tch trong lnh vAc)

32

 Copyright Envision SBS. 2004. All rights reserved. Protected by the copyright laws of the United States & Canada and by international treaties. IT IS ILLEGAL AND STRICTL Y PROHIBITED TO DISTRIBUTE, PUBLISH, OFFER FOR SALE, LICENSE OR SUBLICENSE, GIVE OR DISCLOSE TO ANY OTHER PARTY , THIS PRODUCT IN HARD COPY OR DIGIT AL FORM. ALL OFFENDERS WILL BE SUED IN A COURT OF LAW.

6.2.4

Chr sJ th Fc hiGn

NhFn bi8t m?c +2 hoNc ch W tiu thAc hi0n +, so snh vQi doanh s< thAc t8 +<i vQi t[ng s;n ph%m hay t[ng khu vAc hay t[ng ph%n th) tr!6ng hay t[ng b2 phFn. B1n c th, so snh dK li0u doanh s< thAc t8 vQi:

1. DA ton dAa trn quy m dn s< (khi khng c sA khc nhau nhiDu vD thi quen mua hng c4a dn s< trong cc khu vAc khc nhau) SA gi;m dn s< c 4a m2t khu vAc chi8m m2t phBn tb l0 c4a tZng dn s< trong th) tr!6ng. Nhn tZng doanh s< th) tr!6ng hang nHm vQi tb l0 dn s< c4a khu vAc +, c +!"c doanh s< dA ki8n thu +!"c cho khu vAc +. Chia doanh s< thAc t8 c4a khu vAc vQi doanh s< dA ki8n c4a khu v Ac, nhn vQi 100 +, c +!"c ch W s < thAc hi0n cho khu v Ac ny. Th d:: Th) tr!6ng = Khu vAc A + Khu vAc B+ Khu vAc C Quy m dn s< = 10.000 khch hng tiDm nHng TZng doanh s< thAc t8 hang nHm = 150.000 US$

Dn sJ

T{ lG dn sJ 30% 50 % 20 % 100%

Khu vFc A Khu vFc B Khu vFc C Total

3,000 5,000 2,000 10,000

Doanh thu dF kiHn cho khu vFc $45,000 $75,000 $30,000

Doanh sJ thFc tH $30,000 $90,000 $30,000

Chr sJ th Fc hiGn 67 120 100

$150,000 $150,000

K4t qu 100 c nghJa l khu v*c ny . ginh .+Lc doanh s< t+9ng .+9ng vMi doanh s< d* ki4n th*c hi,n cho khu v*c ny. VMi ch= s< trn 100 nghJa l v+Lt qu doanh s< d* ki4n th*c hi,n v d+Mi 100 c nghJa l doanh s< th*c hi,n thNp h9n doanh s< d* ki4n. DA tnh dAa trn vi0c thAc hi0n doanh s< bnh th!6ng. M?c +2 doanh s< bnh th!6ng c th, dAa trn: NhKng s< li0u trong lnh vAc (trung bnh, dA +on v tin +on) Doanh s< c4a m2t khu v Ac so vQi khu vAc khc Th d:: 1. Doanh s< thAc t8 khu vAc A chia cho doanh s< dA ki8n c4a khu vAc A x 100 So vQi 2. Doanh s< thAc t8 khu vAc B chia cho doanh s< dA ki8n c4a khu vAc B x 100
33

 Copyright Envision SBS. 2004. All rights reserved. Protected by the copyright laws of the United States & Canada and by international treaties. IT IS ILLEGAL AND STRICTL Y PROHIBITED TO DISTRIBUTE, PUBLISH, OFFER FOR SALE, LICENSE OR SUBLICENSE, GIVE OR DISCLOSE TO ANY OTHER PARTY , THIS PRODUCT IN HARD COPY OR DIGIT AL FORM. ALL OFFENDERS WILL BE SUED IN A COURT OF LAW.

Cng khu vAc nh!ng . giai +o1n nHm tr!Qc M2t +1i di0n kinh doanh (so snh vQi tJt c; +1i +i0n thAc hi0n t<t nhJt) S< lBn gGi +i0n tho1i cBn c +, c m2t th!#ng v: S< tiDn + sY d:ng +, qu;ng co trn t[ng ph!#ng ti0n truyDn thng S< tiDn +, qu;ng co trn t[ng ph!#ng ti0n chia cho tZng doanh s< x 100

Chi ph kinh doanh Th d:: Chi ph cho nhn vin bn hng chia cho doanh s< lm ra t[ nhn vin bn hng, x 100 (tb l0 chi ph trn doanh s<). Chi ph cho nhn vin bn hng chia cho chi ph trung bnh cho nhn vin bn hng x 100. Chi ph cho nhn vin bn hng chia cho doanh thu c4a cng ty x 100. Bo co LBi & Lt

Thi8t lFp bo co l6i & l= cho t[ng s;n ph%m hay t[ng khu vAc hay t[ng phn th) tr!6ng hay t[ng b2 phFn. Vi0c ny c th, +!"c lm trn c# s. t[ng qu hoNc t[ng nHm.

Bo co L6i & L= trong Qu 1 [ngy cu<i qu] [NHm]

T\ng sJ S;n ph%m A (hay Khu v Ac 1 hay Th) tr!6 ng X Hay Department) 5,000 2,000 3,000 1,000 300 200 150 100 1,750 1250 S;n ph%m B S;n ph%m C S;n ph%m D

Doanh s< rng T rO Chi ph hng + bn BPng TZng l "i nhuFn T rO Chi ph ho 1t +2ng Qu;ng co Bn hng tr Ac ti 8p XY l +#n +Nt hng v xuJt ha +# n Kho bi v phn ph <i Qu;n l TZng chi ph BPng L"i nhu Fn rng chia cho doanh s < x 100 BPng Tb l0 % gi Ka l"i nhu Fn rng v doanh s <

10,000 4,850 5,150 2,400 700 450 350 260 3980 1170

3,000 1,600 1,400 800 180 120 100 60 1080 320

1,000 650 350 300 120 80 50 50 600 (250)

1,000 600 400 300 100 50 50 50 550 (150)

11.7%

25%

10.7%

34

 Copyright Envision SBS. 2004. All rights reserved. Protected by the copyright laws of the United States & Canada and by international treaties. IT IS ILLEGAL AND STRICTL Y PROHIBITED TO DISTRIBUTE, PUBLISH, OFFER FOR SALE, LICENSE OR SUBLICENSE, GIVE OR DISCLOSE TO ANY OTHER PARTY , THIS PRODUCT IN HARD COPY OR DIGIT AL FORM. ALL OFFENDERS WILL BE SUED IN A COURT OF LAW.

6.4 KH ho`ch hOi hdp Thi8t lFp k8 ho1ch h2i hGp +, xem l1i v theo di qu trnh ho1t +2ng ti8p th). Thi8t lFp cc th6i +i,m ki,m tra +, +nh gi l1i chn l!"c, +, xem xt bZ sung thm ci mQi hoNc +nh gi l1i ngn quU.

6.5 Hf sC khch hng Tm hi,u vD khch hng cng nhiDu cng t<t (nh!ng lun nhQ thng bo cho hG bi8t hoNc ph;i xin php hG khi thu thFp thng tin) Li0t k cc lo1i thng tin cBn thu thFp. Theo di vi0c mua hng v ph!#ng ti0n qua vi0c s Y d:ng cng ngh0 CRM trong qu trnh kinh doanh. Cc thng tin +!"c l!u trK v phn tch: Dn s< N#i c! tr N#i mua hng Mua ci g TBn s< mua hng H!.ng ?ng chi8n d)ch qu;ng co Ph!#ng ti0n trao +Zi vv.. Li0t k cc lo1i phi8u ph;n hEi ki8n khch hng v cc ph !#ng php nghin c?u th) tr!6ng +!"c tri,n khai: Cc nhm tFp trung & b;ng cu hPi Ng!6i mua hng %n danh Kh;o st qua +i0n tho1i Kh;o st qua trang web Thi8t lFp cc sA ki0n +Hc bi0t hay cc ho1t +2ng +, kch +2ng. Thi8t lFp cc +2ng thi +, +p ?ng cc sA ki0 n/ho1t +2ng +!"c kch +2ng.

6.6 6nh gi nhn lFc bn hng 6.6.1 Cc biHn sJ thFc hiGn NhFn hng bi8t cc bi8n s< quan trGng +, +nh gi vi0c thAc hi0n c4a nhn lAc bn S< cu2c +i0n tho1i thAc hi0n S< lBn +8n S< lBn tr!ng by

SJ lATng khch hng (s m dang chr sJ, th da: 1.000 + nhn vin = 100; 500-999 nhn vin = 90; 200-499 nhn vin = 80; vv) M?c +2 thAc hi0n trung bnh c4a khu v Ac Doanh s< trung bnh c4a thnh vin trong tZ bn hng S< +#n +Nt hng c +!"c
35

 Copyright Envision SBS. 2004. All rights reserved. Protected by the copyright laws of the United States & Canada and by international treaties. IT IS ILLEGAL AND STRICTL Y PROHIBITED TO DISTRIBUTE, PUBLISH, OFFER FOR SALE, LICENSE OR SUBLICENSE, GIVE OR DISCLOSE TO ANY OTHER PARTY , THIS PRODUCT IN HARD COPY OR DIGIT AL FORM. ALL OFFENDERS WILL BE SUED IN A COURT OF LAW.

Quy m trung bnh +#n +Nt hng vv.. NhFn bi8t cc y8u t< v D chi ph c4a vi 0c bn hng trAc ti8p. BEi th!6ng hang nHm Hoa hEng Chi ph ho1t +2ng Cc t{ lG thFc hiGn NhFn bi8t cc s< li0u trung bnh v tb l0 quan trGng +, +o l!6ng m?c +2 thAc hi0n c4a nhn vin bn hng (sY d:ng cc bi8n s< . trn). NhKng s< li0u c4a tFp th, nhn vin bn hng, c4a t[ng nhn vin bn hng hay c4a dng s;n ph%m c th, +!"c dng +, +nh gi vi0c thAc hi0n doanh s< c4a khu v Ac, c4a t[ng sn ph%m hay c4a dng s;n ph%m, hay c4a nhn vin bn hng.

6.6.2

Th d a: Tb l0 cu2c gGi +Nt hng c4a m2t nhn vin bn hng (S< lBn +Nt hng c4a m2t nhn vin chia cho s< lBn gGi cho hng c4a m2t nhn vin x 100). Doanh s< trung bnh c4a m2t nhn vin bn hng (TZng doanh s< c4a nhn vin bn hng tnh bang +-la chia cho s< th!#ng v: c 4a nhn vin bn hng). S< th!#ng v: trung bnh c4a khch hng. S< th!#ng v: so v Qi tb l0 quy m khch hng (s< th!#ng v: c 4a khch hng chia cho chW s< quy m khch hng). 6.6.3 Cc t{ lG vL chi ph NhFn bi8t cc s< li0u trung bnh v tb l0 quan trGng +, +o l!6ng m?c chi ph cho nhn vin bn hng hay tZng chi ph c4a khu v Ac hoNc chi ph cho dng s;n ph%m (sY d:ng cc bi8n s< thAc hi0n . trn).

Th d a : Tb l0 chi ph trn doanh thu c4a nhn vin bn hng (chi ph c4a nhn vin bn hng chia cho doanh thu tnh bang +-la t1o ra t[ nhn vin bn hng x 100) Tb l0 chi ph trn doanh thu c4a khu vAc (chi ph c 4a khu v Ac/c Ya hng chia cho doanh thu t1o ra t[ khu vAc/cYa hng x 100)

6.6.4 KH ho`ch bfi thABng NhFn bi8t cc ph!#ng th?c +!"c sY d:ng +, b th!6ng nhn vin bn hng : L #ng cHn b;n Hoa hEng K8t h"p Ch!#ng trnh khch l0 sng ki8n. NhFn bi8t cc ph!#ng th?c +!"c sY d:ng +, +2ng vin nhn vin bn hng. ChW tiu TiDn th!.ng v!"t chW tiu Ch!#ng trnh !u +i

36

 Copyright Envision SBS. 2004. All rights reserved. Protected by the copyright laws of the United States & Canada and by international treaties. IT IS ILLEGAL AND STRICTL Y PROHIBITED TO DISTRIBUTE, PUBLISH, OFFER FOR SALE, LICENSE OR SUBLICENSE, GIVE OR DISCLOSE TO ANY OTHER PARTY , THIS PRODUCT IN HARD COPY OR DIGIT AL FORM. ALL OFFENDERS WILL BE SUED IN A COURT OF LAW.

7.

THNG TIN TI CHNH 7.1 Tm lATc thng tin ti chnh Cho bi8t doanh s< dA ki8n c4a NHm 1 v NHm 5 Cho bi8t th) phBn mong mu<n v khi no b1n c th, +1t +!"c +iDu ny Cho bi8t cc gi; +)nh chnh Li0t k chi ph chnh cho nguEn v<n th) tr!6ng Cung cJp dA +an ROI +<i vQi ch!#ng trnh ti8p th) chnh Doanh s J dF 8an
NNm rfi NNm1 NNm2 NNm3 NNm3 NNm5

Doanh sJ T\ ng lTi nhuSn EBITDA

7.2 GiU 8?nh vL ti chnh Cho bi8t cc gi; +)nh cho php b1n dA +on cc chi ph v doanh s<. Chng c th, lin quan +8n cc +iDu sau: Tb l0 thnh cng dA ki8n c4a ch!#ng trnh ti8p th) iDu ki0n th) tr!6ng Chi ph luFt php v thu8 v: Ho1t +2ng / +2 bDn c4a thi8t b) D^ dng trong ku gGi tn d:ng 7.3 Ngn sch 7.3.1 QuUng co Trnh by chi ti8t cc nguEn ngn sch sT +!"c cJp cho qu;ng co trong 2 nHm tQi.
Y1 Q1 In cn TruyLn thanh TruyLn hnh Ngoi trBi SF kiGn Quan h G cng chng TrFc tuyHn M}u Khc T\ ng cOng Y1 Q2 Y1 Q3 Y1 Q4 T\ ng cO ng NNm1 Y2 Q1 Y2 Q2 Y2 Q3 Y2 Q4 T\ng cOng NNm2 T\ng cO ng

BUng7. Ngn sch quUng co

37

 Copyright Envision SBS. 2004. All rights reserved. Protected by the copyright laws of the United States & Canada and by international treaties. IT IS ILLEGAL AND STRICTL Y PROHIBITED TO DISTRIBUTE, PUBLISH, OFFER FOR SALE, LICENSE OR SUBLICENSE, GIVE OR DISCLOSE TO ANY OTHER PARTY , THIS PRODUCT IN HARD COPY OR DIGIT AL FORM. ALL OFFENDERS WILL BE SUED IN A COURT OF LAW.

Cung cJp bi,u +Z thanh vD tb l0 chi tiu cho cc ph!#ng ti0n truyDn thng trong nHm 1 v NHm 2 Media Spending (%) Year 1
100 80 60 40 20 0 Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec

Print

Radio

TV

Outdoors

Events

PR

Online

7.3.2 ChACng trnh tiHp th? Li0t k ngn sch hang thng hay hang qu hay hang nHm cho t[ng ho1t +2ng kinh doanh chnh (th!6ng th!6ng +!"c cJp trn c# s . hang thng +<i v Qi NH m 1, trn c# s. hang qu +<i vQi NHm 2, v trn c# s. hang nHm +<i v Qi NH m 3, 4 v 5). Tri,n khai s;n ph%m Phn ph<i Qu;ng co Ch!#ng trnh khch hng thn thu2c Bn hng trAc ti8p D)ch v: v h= tr" khch hng SA tin t!.ng v tn nhi0m Nghin c?u th) tr!6ng Thc +%y th!#ng m1i

 Copyright Envision SBS. 2004. All rights reserved. Protected by the copyright laws of the United States & Canada and by international treaties. IT IS ILLEGAL AND STRICTL Y PROHIBITED TO DISTRIBUTE, PUBLISH, OFFER FOR SALE, LICENSE OR SUBLICENSE, GIVE OR DISCLOSE TO ANY OTHER PARTY , THIS PRODUCT IN HARD COPY OR DIGIT AL FORM. ALL OFFENDERS WILL BE SUED IN A COURT OF LAW.

7.4 KH hdach doanh sJ ( 5 nNm)

KH ho`ch doanh sJ - 5 NNm

N|M1 S< +#n v) hng Lo 1i 1 bn +!"c Gi bn m=i +# n v) TZng s< cho Lo 1i 1 S< +#n v) hng Lo 1i 2 bn +!"c Gi bn m=i +# n v) TZng s< cho Lo 1i 1 S< +#n v) hng Lo 1i 3 bn +!"c Sale Price per Unit TZng s< cho Lo 1i 1 TOTAL

Jan 0 $0.00 $0 0 $0.00 $0 0 $0.00 $0 $0

Feb 0 $0.00 $0 0 $0.00 $0 0 $0.00 $0 $0

Mar 0 $0.00 $0 0 $0.00 $0 0 $0.00 $0 $0

Apr 0 $0.00 $0 0 $0.00 $0 0 $0.00 $0 $0

May 0 $0.00 $0 0 $0.00 $0 0 $0.00 $0 $0

Jun 0 $0.00 $0 0 $0.00 $0 0 $0.00 $0 $0

Jul 0 $0.00 $0 0 $0.00 $0 0 $0.00 $0 $0

Aug 0 $0.00 $0 0 $0.00 $0 0 $0.00 $0 $0

Sept

Oct

Nov 0 $0.00 $0 0 $0.00 $0 0 $0.00 $0 $0 0 $0.00 $0 0 $0.00 $0 0 $0.00 $0 $0

Dec 0 $0.00 $0 0 $0.00 $0 0 $0.00 $0 $0

TOTAL

0 $0.00 $0 0 $0.00 $0 0 $0.00 $0 $0

$0

$0

$0 $0

N|M 2 S< +#n v) hng Lo 1i 1 bn +!"c Gi bn m=i +# n v) TZng s< cho Lo 1i 1 S< +#n v) hng Lo 1i 2 bn +!"c Gi bn m=i +# n v) TZng s< cho Lo 1i 2 S< +#n v) hng Lo 1i 3 bn +!"c Gi bn m=i +# n v) TZng s< cho Lo 1i 3 T~NG S^

Jan 0 $0.00 $0 0 $0.00 $0 0 $0.00 $0 $0

Feb 0 $0.00 $0 0 $0.00 $0 0 $0.00 $0 $0

Mar 0 $0.00 $0 0 $0.00 $0 0 $0.00 $0 $0

Apr 0 $0.00 $0 0 $0.00 $0 0 $0.00 $0 $0

May 0 $0.00 $0 0 $0.00 $0 0 $0.00 $0 $0

Jun 0 $0.00 $0 0 $0.00 $0 0 $0.00 $0 $0

Jul 0 $0.00 $0 0 $0.00 $0 0 $0.00 $0 $0

Aug 0 $0.00 $0 0 $0.00 $0 0 $0.00 $0 $0

Sept 0 $0.00 $0 0 $0.00 $0 0 $0.00 $0 $0

Oct 0 $0.00 $0 0 $0.00 $0 0 $0.00 $0 $0

Nov 0 $0.00 $0 0 $0.00 $0 0 $0.00 $0 $0

Dec 0 $0.00 $0 0 $0.00 $0 0 $0.00 $0 $0

TOTAL

$0

$0

$0 $0

39

 Copyright Envision SBS. 2004. All rights reserved. Protected by the copyright laws of the United States & Canada and by international treaties. IT IS ILLEGAL AND STRICTL Y PROHIBITED TO DISTRIBUTE, PUBLISH, OFFER FOR SALE, LICENSE OR SUBLICENSE, GIVE OR DISCLOSE TO ANY OTHER PARTY , THIS PRODUCT IN HARD COPY OR DIGIT AL FORM. ALL OFFENDERS WILL BE SUED IN A COURT OF LAW.

N|M3 S< +#n v) hng Lo 1i 1 bn +!"c Gi bn m=i +# n v) TZng s< cho Lo 1i 1 S< +#n v) hng Lo 1i 2 bn +!"c Gi bn m=i +# n v) TZng s< cho Lo 1i 2 S< +#n v) hng Lo 1i 3 bn +!"c Gi bn m=i +# n v) TZng s< cho Lo 1i 3 TnNG Sq

Jan 0 $0.00 $0 0 $0.00 $0 0 $0.00 $0 $0

Feb 0 $0.00 $0 0 $0.00 $0 0 $0.00 $0 $0

Mar 0 $0.00 $0 0 $0.00 $0 0 $0.00 $0 $0

Apr 0 $0.00 $0 0 $0.00 $0 0 $0.00 $0 $0

May 0 $0.00 $0 0 $0.00 $0 0 $0.00 $0 $0

Jun 0 $0.00 $0 0 $0.00 $0 0 $0.00 $0 $0

Jul 0 $0.00 $0 0 $0.00 $0 0 $0.00 $0 $0

Aug 0 $0.00 $0 0 $0.00 $0 0 $0.00 $0 $0

Sept 0 $0.00 $0 0 $0.00 $0 0 $0.00 $0 $0

Oct 0 $0.00 $0 0 $0.00 $0 0 $0.00 $0 $0

Nov 0 $0.00 $0 0 $0.00 $0 0 $0.00 $0 $0

Dec 0 $0.00 $0 0 $0.00 $0 0 $0.00 $0 $0

TOTAL

$0

$0

$0 $0

N|M4 S< +#n v) hng Lo 1i 1 bn +!"c Gi bn m=i +# n v) TZng s< cho Lo 1i 1 S< +#n v) hng Lo 1i 2 bn +!"c Gi bn m=i +# n v) TZng s< cho Lo 1i 2 S< +#n v) hng Lo 1i 3 bn +!"c Gi bn m=i +# n v) TZng s< cho Lo 1i 3 TnNG Sq

Jan 0 $0.00 $0 0 $0.00 $0 0 $0.00 $0 $0

Feb 0 $0.00 $0 0 $0.00 $0 0 $0.00 $0 $0

Mar 0 $0.00 $0 0 $0.00 $0 0 $0.00 $0 $0

Apr 0 $0.00 $0 0 $0.00 $0 0 $0.00 $0 $0

May 0 $0.00 $0 0 $0.00 $0 0 $0.00 $0 $0

Jun 0 $0.00 $0 0 $0.00 $0 0 $0.00 $0 $0

Jul 0 $0.00 $0 0 $0.00 $0 0 $0.00 $0 $0

Aug 0 $0.00 $0 0 $0.00 $0 0 $0.00 $0 $0

Sept 0 $0.00 $0 0 $0.00 $0 0 $0.00 $0 $0

Oct 0 $0.00 $0 0 $0.00 $0 0 $0.00 $0 $0

Nov 0 $0.00 $0 0 $0.00 $0 0 $0.00 $0 $0

Dec 0 $0.00 $0 0 $0.00 $0 0 $0.00 $0 $0

TOTAL

$0

$0

$0 $0

40

 Copyright Envision SBS. 2004. All rights reserved. Protected by the copyright laws of the United States & Canada and by international treaties. IT IS ILLEGAL AND STRICTL Y PROHIBITED TO DISTRIBUTE, PUBLISH, OFFER FOR SALE, LICENSE OR SUBLICENSE, GIVE OR DISCLOSE TO ANY OTHER PARTY , THIS PRODUCT IN HARD COPY OR DIGIT AL FORM. ALL OFFENDERS WILL BE SUED IN A COURT OF LAW.

N|M5 S< +#n v) hng Lo 1i 1 bn +!"c Gi bn m=i +# n v) TZng s< cho Lo 1i 1 S< +#n v) hng Lo 1i 2 bn +!"c Gi bn m=i +# n v) TZng s< cho Lo 1i 2 S< +# n v) hng Lo 1i 3 bn +!" c Gi bn m=i +# n v) TZng s< cho Lo 1i 3 TnNG Sq

Jan 0 $0.00 $0 0 $0.00 $0 0 $0.00 $0 $0

Feb 0 $0.00 $0 0 $0.00 $0 0 $0.00 $0 $0

Mar 0 $0.00 $0 0 $0.00 $0 0 $0.00 $0 $0

Apr 0 $0.00 $0 0 $0.00 $0 0 $0.00 $0 $0

May 0 $0.00 $0 0 $0.00 $0 0 $0.00 $0 $0

Jun 0 $0.00 $0 0 $0.00 $0 0 $0.00 $0 $0

Jul 0 $0.00 $0 0 $0.00 $0 0 $0.00 $0 $0

Aug 0 $0.00 $0 0 $0.00 $0 0 $0.00 $0 $0

Sept 0 $0.00 $0 0 $0.00 $0 0 $0.00 $0 $0

Oct 0 $0.00 $0 0 $0.00 $0 0 $0.00 $0 $0

Nov 0 $0.00 $0 0 $0.00 $0 0 $0.00 $0 $0

Dec 0 $0.00 $0 0 $0.00 $0 0 $0.00 $0 $0

TOTAL

$0

$0

$0 $0

41

 Copyright Envision SBS. 2004. All rights reserved. Protected by the copyright laws of the United States & Canada and by international treaties. IT IS ILLEGAL AND STRICTL Y PROHIBITED TO DISTRIBUTE, PUBLISH, OFFER FOR SALE, LICENSE OR SUBLICENSE, GIVE OR DISCLOSE TO ANY OTHER PARTY , THIS PRODUCT IN HARD COPY OR DIGIT AL FORM. ALL OFFENDERS WILL BE SUED IN A COURT OF LAW.

8. K& HO#CH D, PHNG 8.1 Dcu hiGu cYa thct b`i ChW r cc dJu hi0u c4a thJt b1i +, +D phng ChW ra cc tiu chu%n cho php b1n quy8t +)nh rang chi8n l!"c c4a b1n thng cng hay thJt b1i.

8.2 ChiHn lATc thay thH ChW r cc chi8n l!"c khc m cng ty c4a b1n c th, theo +uZi n8u m2t khi chi8n l!"c c4a b1n b) thJt b1i hay khng cho ra k8t qu; nh! mong mu<n.

9. PH/ L/C Bao gEm cc ti li0u m b1n tin rang n c th, quan trGng +<i vQi ng!6i +Gc dA +)nh. Th d:: Ti li0u giQi thi0u vD s;n ph%m DK li0u nghin c?u th) tr!6ng Kh;o st Cc chi8n d)ch qu;ng co Hnh ;nh s;n ph%m Tin t?c t[ ph!#ng ti0n truyDn thng Bao gEm cc ch?ng t[ ti chnh n8u +!"c yu cBu. Th d:: Phn tch Bo co lun chuy,n tiDn mNt Bo co ti chnh Tb l0 kinh doanh

42