Chien Luoc Marketing Của IKEA

L/O/G/O
Chin lc marketing ca g ni tht

IKEA khi thm nhp th trng Vit Nam
Nhm 10, Lp Marketing quc t
Tng quan v IKEA

Lch s hnh thnh
Thnh lp nm 1943 ti Thy in
1948. Bt u kinh doanh g ni tht

1953. M ca phng trng by ni tht u tin
1958. Khai trng ca hng bn l ni tht u tin
L hng g ni tht hng u th gii
www.themegallery.com
Tng quan v IKEA

S MNH
To nn cuc sng tt p hn
Cung cp hn hp sn phm hu dng, mu m p vi gi c phi chng
Tnh hnh kinh doanh
C mt trn 41 quc gia

H thng ca hng bn l ph khp ton cu
Lt thm tng nhanh qua cc nm
Tng quan v IKEA

Tnh hnh kinh doanh
Doanh thu
30
25
20
15
Doanh thu
10
5
0
2007
2008
2009
2010
2011
IKEA ti Vit Nam

Cha pht trin h thng nhng quyn kinh doanh ti Vit Nam.
Cng ty gia cng:
Cng ty sn xut vn sn Vit Nam
Cng ty Kim Kh Thng Long
Cng ty 76 B Quc Phng
Cng ty ni tht SHINEC
Cng ty SAIGA
Cng ty Xun Ha
Cng ty TNHH Sn xut v Pht Trin Thng Mi AN THI
Cng ty Si Th K
Nhng ca hng nhp khu sn phm t IKEA Trung Quc.
Mi trng kinh doanh

Mi trng v m
S giao
lu, tip bin
vn ha
Gi Tr
Mi trng
vn ha x hi
Cc chun
mc vn ha
Nhnh vn
ha
Mi trng vn ha x hi
Gi tr:
Nhng gi tr truyn thng cn bn
o truyn thng vn ha lu i
o ch ngha tp th l: tm l by n, s a dua
o c bit coi trng dng h
o conspicuous consumption
Gi tr x hi: s snh ngoi

Chun mc vn ha:
Knh lo c th, Cng Dung Ngn Hnh
Mi trng vn ha x hi
S giao lu, tip bin vn ha:
o Tnh t do dn ch, Ch ngha c nhn
o Bnh ng gii; Thay i quan nim v Cng Dung Ngn Hnh
o Phong cch bi tr ni tht: Php, Nht, Hn; cht liu g c a chung
Nhnh vn ha
thc h - t tng
m Dng Ng Hnh => vt liu gn gi thin nhin (vt liu thuc
hnh Mc: g, tranh, tre, na)
Tn gio:
o B nh hng su sc nht bi Tam Gio
o Thin Cha Gio: 8% dn s; mt s t theo o Tin Lnh
tnh ngi thay i, e d vi ci mi, tr tr bo th trong np suy ngh v
t duy theo li mn
. Gii tr ci m hn v d thch ng vi ci mi hn.
Mi trng kinh t
Tc tng trng GDP:
-Nm 2011: 5,89%; d bo 2012: 6%
9
8
7
6
5
4
3
2
1
0
Tc tng trng
2008
2009
2010
2011
T l lm pht
- Nm 2011: 18,6%; d bo 2012: 9%
2012
20
15
10
T l lm pht
5
0
2009
2010
2011
2012
Mi trng kinh t
Kim ngch xut nhp khu :
- Nm 2011, xut khu ca Vit Nam tng 32% so
vi nm 2010.
-Nhp siu gim, t 18 t USD (2008) => 10 t
USD trong nm 2011.
T l tht nghip
-
C xu hng gim
Nm 2009: 2.9% (c nc); 4,6% (thnh th), 2.25% (nng thn)
Nm 2010: thnh th: gim 0.02% so vi 2009
nng thn: tng 0.17% so vi 2009
Mi trng kinh t
Thu nhp bnh qun u ngi
- Nc c thu nhp trung bnh
- Nm 2011: 1.200 USD/thng
Gim 2% s h ngho, to c 1,6 triu vic lm mi.
Th trng Vit Nam nh ngy cng tr nn tim nng cho
cc doanh nghip trong v ngoi nc.
T gi hi oi: xu hng gim nh

Cn cn thanh ton:
N cng di ngng an ton
Bi chi: 4,9% (2011),
k hoch 2012: 4,8%; kim sot gi c
Mi trng kinh t
C cu chi tiu
T trng chi cho n ung gim thnh th v nng thn
T trng chi cho thit b v dng gia nh tng nhanh tt c cc nhm thu nhp
Chi
tiu
i
sng
Chi cho n ung

ht
Chi khng phi n

ung ht
2006
2008
2010
2006
2008
2010
Chi cho
thit b v
dng gia
nh
Chung
Nhm
1
Nhm
2
Nh
m3
Nhm
4
Nhm
5
C
nc
100.0
52.8
53.0
52.9
47.2
47.0
47.2
2006
42.5
13.8
21.1
31.5
47.2
98.8
Thnh
th
100.0
48.2
48.6
48.9
51.8
51.4
51.2
2008
58.8
21.8
33.8
44.8
63.1
130.4
Nng
thn
100.0
56.2
56.4
56.1
43.8
43.6
43.9
2010
89.4
33.4
50.6
69.3
98.6
194.9
C cu chi tiu cho i sng chia theo khon chi

v thnh th nng thn
C cu chi tiu cho dng gia nh theo nhm

thu nhp
Mi trng nhn khu hc

1. Quy m v tc tng
2. S phn b dn c v qu trnh th
ha
3. C cu dn s
4. Trnh hc vn
5. Quy m h gia nh
6. Cc ch bo khc v mi trng nhn
khu
Mi trng nhn khu hc

1. Quy m v tc tng
Dn s Vit Nam hin nay khong 86 triu
ngi (2010). T l tng dn s: 1,2% (nm
2009)
86% dn s c nc l dn tc Vit sinh sng
ti khu vc ng bng trong khi hu ht nhng
nhm dn tc thiu s khc sng ch yu ti
khu vc trung du v min ni
Ch 30% dn s sinh sng cc khu vc
thnh th
Mi trng nhn khu hc

2. S phn b dn c v qu trnh th ha
Dn s Vit Nam phn b khng u. Ch yu
tp trung ti ng bng Sng Hng v ng
bng Sng Cu Long.
T l dn thnh th tng nhanh. Chim 29,6%
tng dn s c nc (nm 2009).
S pht trin ca cc khu vc th

ko theo nhu cu tiu dng mnh. To iu
kin pht trin cho cc doanh nghip.
Mi trng nhn khu hc

3. C cu dn s
Vit Nam ang thi k dn s vng
Ngun lao ng di do
=> c hi IKEA xm nhp vo Vit Nam
Cu trc dn s gii tnh thay i: t s gii
tnh 98,1 nam trn 100 n (nm 2010)
Ph n ngy cng t ra l lao ng chnh
trong nhiu gia nh v chim u th trong
vic gia quyt nh mua hng.
Mi trng nhn khu hc

4. Trnh hc vn:
Trnh ph cp gio dc Vit Nam ta n
nay khong 80%.
Trnh hc vn ngy cng tng i hi cc
doanh nghip phi c nhng trnh lm
marketing tng xng
Mi trng nhn khu hc

5. Quy m h gia nh
Quy m gia nh Vit Nam gim t 4,8 ngi xung

cn 4,4 ngi/gia nh
Quy m gia nh nng thn ln hn thnh th
S ngi trong h
3
4
1-2
1-4
ngi ngi ngi ngi
5+
ngi
S ngi
bnh
qun mt
h
Ton quc
16,7
18,8
29,4
64,9
35,1
4,1
- Thnh th
18,3
21,9
30,5
70,7
29,3
3,9
- Nng thn
16,1
17,6
28,9
62,6
37,4
4,1
Mi trng nhn khu hc

6. Cc ch bo khc v mi trng nhn khu
Tui th trung bnh (2009) l 75 tui v c xu
hng tng ln.
Dn s thnh th (2010) chim 30% dn s c
nc
T l th ha: 3% theo t l thay i hng
nm (c tnh 2010-2015)
T l bit ch: 93% (2009)
Mi trng t nhin
1. nhim mi trng
Tnh trng nhim khng kh v nc nng n => cc

ngnh sn xut hng ho thay i cng ngh sn xut
nhm gim nhim mi trng v m bo s bn
vng ca tnh cht ca nguyn liu
2. Ti nguyn thin nhin
Thiu ht nguyn liu: Vit Nam vn phi tip tc nhp

khu nguyn liu g phc v ch bin
Mi trng cng ngh
DN Vit Nam s dng cng ngh thit b trung

bnh v tin tin.
t c nghin cu ci tin cng ngh thit b
ci thin cht lng dy chuyn sn xut.
Rt t kt qu nghin cu khoa hc ca cc
n v nghin cu, o to c p dng vo
thc t sn xut.
Mi trng chnh tr, php l

1.
Chnh tr n nh
2.
H thng php l
Hng ro thu quan

oThu nhp khu g ni tht: 29% (2010)
oThu xut khu g ni tht: 0% (2010)
Gim vin tr nh nc cho khu vc doanh nghip quc doanh:
Chnh sch v khai thc rng
ong ca rng t nhin, cho khai thc 200ng m3/nm
oLut bo v ti nguyn mi trng
Chnh sch i vi doanh nghip c vn u t nc ngoi
oXa b khc bit trong chnh sch cho DN ni a v doanh nghip
FDI. V d: lut cnh tranh, lut v tin thu mt bng
o Pht trin, b sung Lut u t nc ngoi nhm thu ht vn FDI
Mi trng vi m
V
p lc t pha
nh cung cp
i th cnh
tranh hin ti
IKEA
IV
II
p lc t pha
khch hng
i th cnh
tranh tim n
III
Sn phm
thay th
i th cnh tranh hin ti

1. Cc doanh nghip trong nc:
Ch yu l hng ca c s nh, h gia nh: nh

mt s a im La Thnh, Minh Khai
Doanh nghip trong nc chim th phn ln: Cng
ty TNHH Cng thng Hng Long, Tp on
Trng Thnh..
2.
Doanh nghip nc ngoi:
Cc doanh nghip Trung Quc chim c u th

hn trong khi cung cp 53% ni tht cho th
trng Vit Nam
3. Cc lng ngh th cng: T Sn, Lin H, Ph
Kh, Thch Tht
i th cnh tranh tim n

1.
2.
3.
4.
5.
Ro cn gia nhp ngnh cao

Cc doanh nghip trong ngnh c c li th theo quy
m v hiu ng kinh nghim
Nhiu l hng trn th trng cho cc doanh nghip mi
Doanh nghip g tn tui trong nc bt u quay
tr li vi th trng ni a vi u th ln v vn v
cng ngh
Cc cng ty gia cng g cho IKEA v doanh nghip
g nc ngoi khc
i th cnh tranh tim n ng gm nht l nhng
doanh nghip ch bin g Vit Nam c th quay li th
trng Vit
Sn phm thay th
m ngh lm t cc vt liu nh tre na, ci,
lc bnh v b chui
ni tht lm t nha ngy cng tr nn ph
bin vi cng ngh sn xut hin i, mu m,
kiu dng mi, thu ht ngi tiu dng
=> p lc t sn phm thay th l kh ln
I. p lc t nh cung cp.
Vi 47 nh cung cp, Vit Nam chim v tr rt quan trng
trong vic cung cp nguyn liu sn xut cho IKEA.
Vi nhng i hi rt kht khe v ngun cung, iu kin
lm vic, sn phm, mi trng, IKEA rt kh tm c
nhng nh cung cp t tiu chun.
Vic chi ph vn chuyn cng nh nguyn vt liu tng cao
khin cc nh cung cp lun to p lc i vi IKEA.
Vic to p lc cnh tranh gia nh cung cp v IKEA lun
trng thi hai chiu.
II. p lc t pha khch hng.

1. Khch hng ngi tiu dng.
S lng ngi mua ln.
Ngun cung cp thay th rt sn c.
Chi ph chuyn i nh cung cp ca khch hng thp.
Ngi mua c quy m nh hn nhiu so vi ngi bn.
2.
Khch hng t chc.

p lc ca khch hng t chc ln IKEA l khng ln.
Th trng mc tiu
Thu nhp trung bnh.
Khu vc thnh th.
Tui t 25-40.
Sp lp gia nh hoc c
con nh.
Cc quyt nh 4Ps
Sn phm.
Gi.
Knh phn phi.
Truyn thng.
Chin lc nh v
Li ch sn phm.
Tri nghim mi m
khi s dng sn phm.
Chin lc tham gia

th trng quc t.
Chin lc cp php.
Chin lc m rng
th trng.
1. Quyt nh v sn phm.
Bao gi.
Dch v sau mua : bo hnh cho tt c cc sn phm,

c i hng trong vng 45 ngy k t ngy mua.
Pht trin sn phm trong mi trng marketing
quc t.
o i thit k: 50 100 ngi, Almhult, Thy in
Gi
Nguyn
liu
Thit k
=> Chin lc m rng: sn phm cc cho bn gn nh

khng thay i cho cc th trng quc t
Pht trin thng hiu ton cu.
Dnh c tnh cm ca NTD ton th gii vi s tr gip

ca cc chng trnh truyn thng tch hp
Gi tr tng thm cho khch hng
2. Quyt nh v gi.
Chnh sch gi thp

V d, ti Trung Quc: nhm ti khch hng c thu nhp
465$/thng tr xung
3. Knh phn phi
H thng ca hng bn l: 300 ca hng trn 41 quc gia

oKhng gian vn ha, vui chi th gin
o10 000 sn phm
o Khu vui chi, trng nom tr em, dch v n ung
ng dng internet vo h thng phn phi
ca hng bn l
thuc IKEA group
Nh sn xut
Ca hng bn l
khng thuc IKEA
group
Nh sn xut
Nh xut
khu
Nh nhp
khu
Ngi tiu dng
Ca hng
bn l
Ngi tiu
dng
4. Truyn thng.
Qung co trn
truyn hnh
Quan h
cng chng
Marketing
trc tip
bng
catalogue
Qung co trn truyn hnh

Thng ip: Tidy Up, Home is the most important place in
the world, No more appliances than ever
2009 v trc: ni bt s tin li v a nng ca sn phm
2010 tr li y: tnh cm gia nh
Loi hnh thu ht cm xc: hi hc, vui nhn v kch thch s t m
S dng hnh nh l ch yu: m nt vn ha u M
Nhn vt chnh: ngi v, ngi m
ly bi cnh l cc gia nh c tr nh.
Clip
Marketing trc tip bng catalogue

Catalogue bn in v catalogue bn mm (gi qua email)
25 ngn ng khc nhau
Hng nm, phn pht min ph bn in catalogue n hn
100 triu h gia nh trn ton th gii
Gi trong catalogue c hiu lc trong vng 1 nm
chim ti 70% ngn sch dnh cho marketing ca IKEA.
Quan h cng chng

Khch hng v c quan chnh quyn:
qu t thin, gy qu cho cc t chc phi chnh ph
nm 2000, cng UNICEF thc hin d n Empowering women,
Changing Childrens life ti tnh Uttar Pradesh, n (25tr USD)
c trch nhim vi mi trng
s kin An ninh khu vc ca B Cng An Thy in (2002)
Gii bo ch
thng tin cp nht hu ch trn website www.ikea.com
mc ring: Press kits
ng dy nng: Doanh nghip, Sn phm v M rng th trng
Press loans
tuyn truyn ch ng: xut bn IKEA Newsletter Exclusive
1. Chin lc thm nhp th trng Vit Nam.

Cp php - Pht trin h thng nhng quyn kinh doanh
o
o
Doanh nghip Vit Nam quen thuc vi hnh thc nhng

quyn
S pht trin ca thanh ton quc t => to thun li cho vic
thu li li nhun t vic nhng quyn
Chnh sch nh nc:
Khuyn khch DN nc ngoi, to mi trng cnh tranh
lnh mnh
Tn trng bn quyn v quyn li ngi nhng quyn
2. Th trng mc tiu.
Thu nhp trung bnh tr ln

Sinh sng khu vc thnh th
C tui t 25 n 40 tui
Sp lp gia nh hoc lp gia nh v c con
nh t 3 n 7 tui
Nhu cu cao v dng gia nh

Sc mua kh cao
Ci m vi ci mi
3. Chin lc marketing phn bit

4. Chin lc khc bit ha.
Sn phm.
Hnh nh
thng hiu
Phn phi
Dch v
Gi
5. Chin lc nh v.
Li ch sn phm
s a
dng,
tin
li
Thng hiu
Chu u- thng
hiu ton cu.
Value over price

Gi tr cung ng
trn chi ph b ra
Bo hnh
sn phm
Chin lc theo chui gi tr

1. Chin lc bn trong chui gi tr
Ct gim chi ph
Thu ngoi
2. Chin lc bn ngoi chui gi tr

Nhng quyn kinh doanh
Ct gim chi ph
AS-IS
Bn
hng t
ng
Ti
ch
Title
Gim
cht thi
Vn ti
Tit
kim
Nguyn
vt liu
V tr
chin
lc
Thu ngoi
Title in here
Tng hiu qu quy
trnh sn xut
Tit kim chi ph
Gia cng sn
phm
H gi thnh
Gim thiu ri ro
Chin lc 4Ps
Bao b
Ni a
ha sn
phm
Sn phm
Thng
hiu
Dch v
sau mua
Sn phm
1. Bao b
Gi nguyn thit k
In thng tin cn thit bng ting Vit
Cht liu thn thin vi mi trng
2. Dch v sau mua

Dch v bo hnh sn phm
Sn phm
1. Bin php bo tr sn phm ngay trong qu trnh
sn xut sn phm
S dng loi du bo qun chuyn dng

Mt s loi sn hay vec- ni
Sp g
Cc loi nh xi bng, phm nhum v cc cht bo qun
2. Thng tin hng dn cho khch hng t bo qun

sn phm in trn bao b
Thng hiu
Ngi
tiu dng
Vit Nam
Ngi
thay i
Tm l
m ng
Snh
ngoi
Tng cng truyn

thng
Gi
1. Mc tiu nh gi:
t th phn mc tiu
Tng nng lc cnh tranh
2. Chin lc nh gi: Gi thm nhp
T l V/P cao
Li th cnh tranh
3. Gi thng nht trn ton quc
Trnh hiu lm
Thun li cho cng tc qun l
Gi
Gi
S co gin ca cu theo gi
Cc
yu t
nh
hng
Chi ph sn xut sn phm

Chu k sng ca sn phm
Cnh tranh
Knh phn phi

H thng ca hng bn
l thuc IKEA Group
Trung tm thng mi
Knh phn phi trc

tip qua mng internet
Ca hng bn l IKEA Group
Hn ch tnh trng bun bn lng vng

Nm bt tt hn nhu cu, mong mun ca
khch hng
L mt khng gian vn ha, th gin
Ca hng bn l IKEA Group
Cc tiu ch la chn franchisee:

o c kinh doanh:
Vi i tc
thc bo v mi trng
Kh nng cung cp dch v n ung cho

khch hng
Dch v lp t
Knh phn phi

Trung tm thng mi: cc nh bn l ni
tht M Linh Plaza, VietBuild, Savista
Knh phn phi trc tip qua mng

internet
Tit kim chi ph kho bi
Hn ch ri ro do kh hu nng m
Lu : hot ng truyn thng gii p thc mc ca
ngi tiu dng v h thng phn phi ca IKEA
Truyn thng
Qung
co
Xc tin
bn
Marketing
trc tip
Thng hiu rt khc bit

Sn phm mua c suy ngh
PR
Qung co
Dng hnh nh l ch yu
Vit ha slogan
S dng hnh nh gia nh (gia nh ht nhn)
Chuyn t hnh nh gia nh Phng Ty sang gia nh
ng
Thng ip:
Giai on gii thiu: gi tr li ch thit thc ca sn phm

Giai on tng trng: mi m gia nh
Cch thc truyn ti thng ip:
Lu s khc bit v li sng v chun mc o c
Marketing trc tip

.
Gi m
nhu cu
.
Quen thuc vi catalogue
Bi thc vi qung co
Cung cp
thng tin
S dng Nhm ng
catalogue i tng
Ngi
tiu dng
Vit Nam
Xc tin bn
T l lm pht cao => nhy cm v gi
IKEA: tim lc ti chnh mnh
Lu : khng lm dng khuyn mi:

gim hiu qu ca xc tin bn
nh hng hnh nh thng hiu
Quan h cng chng
Gii truyn
thng
Khch
hng
PR
C quan
chnh quyn
Nh cung
cp
Quan h cng chng

ng hnh cng Unicef
Qu IKEA Social Initiative: (Phc li x hi
IKEA)
Gip tr em vng cao ti trng
Gio dc tr em v tc hi ca HIV/AIDS
Hot ng x hi nhm ti tr em
S ng h ca x hi v chnh quyn
Hot ng PR hng ti nh cung cp
s kin Ngi tin phong i mi
L/O/G/O
Thank You!
L/O/G/O
Hong Cm Vn
Nguyn Th Thanh Thy
Trn Ngc Tn
L Hng Linh

Chien Luoc Marketing Của IKEA

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Chien Luoc Marketing Của IKEA

Uploaded by

Copyright:

Available Formats

L/O/G/O

Chin lc marketing ca g ni tht

Nhm 10, Lp Marketing quc t

Tng quan v IKEA

Thnh lp nm 1943 ti Thy in

1948. Bt u kinh doanh g ni tht

Tng quan v IKEA

Tnh hnh kinh doanh

C mt trn 41 quc gia

Lt thm tng nhanh qua cc nm

Tng quan v IKEA

IKEA ti Vit Nam

Mi trng kinh doanh

Gi tr x hi: s snh ngoi

T gi hi oi: xu hng gim nh

Chi cho n ung

Chi khng phi n

C cu chi tiu cho i sng chia theo khon chi

C cu chi tiu cho dng gia nh theo nhm

Mi trng nhn khu hc

Mi trng nhn khu hc

Mi trng nhn khu hc

S pht trin ca cc khu vc th

Mi trng nhn khu hc

Mi trng nhn khu hc

Mi trng nhn khu hc

Quy m gia nh Vit Nam gim t 4,8 ngi xung

Mi trng nhn khu hc

Tnh trng nhim khng kh v nc nng n => cc

2. Ti nguyn thin nhin

Thiu ht nguyn liu: Vit Nam vn phi tip tc nhp

Mi trng cng ngh

DN Vit Nam s dng cng ngh thit b trung

Mi trng chnh tr, php l

Hng ro thu quan

i th cnh tranh hin ti

Ch yu l hng ca c s nh, h gia nh: nh

Doanh nghip nc ngoi:

Cc doanh nghip Trung Quc chim c u th

i th cnh tranh tim n

Ro cn gia nhp ngnh cao

II. p lc t pha khch hng.

Khch hng t chc.

Chin lc tham gia

Dch v sau mua : bo hnh cho tt c cc sn phm,

=> Chin lc m rng: sn phm cc cho bn gn nh

Pht trin thng hiu ton cu.

Dnh c tnh cm ca NTD ton th gii vi s tr gip

Chnh sch gi thp

3. Knh phn phi

H thng ca hng bn l: 300 ca hng trn 41 quc gia

Ngi tiu dng

Qung co trn truyn hnh

Marketing trc tip bng catalogue

Quan h cng chng

1. Chin lc thm nhp th trng Vit Nam.

Doanh nghip Vit Nam quen thuc vi hnh thc nhng

Thu nhp trung bnh tr ln

Nhu cu cao v dng gia nh

3. Chin lc marketing phn bit

Value over price

Chin lc theo chui gi tr

2. Chin lc bn ngoi chui gi tr