NHM SIU GU

LP MARKETING

BI THO LUN MN
MARKETING
CHIN LC MARKETING
CHO FPT.SHOP
Thng 03/2015
www.fpt.com.vn

DANH SCH NHM

TT
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2
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10

H v tn
L Phc Hoi Chinh
Nguyn Phng
Hong
Ng Trng Nhn
H Anh Tun
V c Huy
Nguyn Minh Hng
T Ngc Linh
inh Th Hip
L Hong Tun
Nguyn Th Yn Xun

n v

B phn

FIS

South

SENDO

BTG

FTEL
FTEL
FTEL
FTG
FTG
FTG
FRT
FRT

FTELIS
FTELRD
FTELINF
FTPBRANDSG
FTG FBS SG
FDC FPF SG
HR
Customer Services

Chin Lc Marketing Ca
FPT.Shop

GII THIU
Cng ty C Phn Bn L K Thut S FPT l thnh vin
ca tp on FPT Vit Nam. Ra i t thng 8 nm 2007
di hai thng hiu chnh l FPT Shop v F Studio By FPT.
Sau hn 5 nm hot ng , cng ty khng ngng m
rng v pht trin h thng cc chui ca hng trn ton
quc.
Vi phng chm gn gi, thn thin cng vi s phc
v tn tnh chu o ca i ng nhn vin, FPT Shop to
cho khch hng cm gic thoi mi, th gin mi khi bc
chn vo. n vi H thng FPT Shop, khch hng c
tha sc chn la cc sn phm vi cht lng hng chnh
hng - in hnh vi cc sn phm: in thoi, my tnh
xch tay, thuc cc hng nh Sony, Nokia, Samsung,
Dell, Acer, Lenovo, HP, Toshiba vi gi thnh cnh tranh.

TM NHN S MNH

Tm nhn
Cng ty C Phn Bn L K Thut S FPT hng ti tr
thnh H thng bn l cc sn phm Vin thng K thut s
hng u Vit
Nam vi cht lng hng ha, cht lng
dch v, ch hu mi hp dn vi ngi tiu dng c nuc.

S mnh
Mc tiu chin lc m rng ph bng 250 shop trn
ton quc n nm 2016, Cng ty C Phn Bn L K Thut
S FPT hng ti tr thnh H thng bn l cc sn phm Vin
thng K thut s
hng u Vit Nam vi cht lng hng
ha, cht lng dch v, ch hu mi hp dn vi ngi
tiu dng c nuc.

GI TR CT LI

ng i: Sc mnh tp th l nhn t to nn sc mnh

FPT. on kt c to ra t s kt hp, b sung gia cc
c nhn vi nng lc v c tnh ring bit, gia cc n v
thnh vin vi cc chin lc pht trin v u th khc
nhau.
Dn ch: l gi tr c hnh thnh trong mi trng FPT
nh i ng lnh o ch trng trng hin ti v thc tm
lng nghe nhng kin ng h cng nh phn i ca nhn
vin.
Sng to: l gi tr ct li u tin lun c ch trng
khuyn khch v pht huy Tp on FPT.
Hin ti: Trng dng hin ti, em li cho mi thnh vin
ca mnh iu kin pht trin y nht v ti nng v
mt cuc sng y v vt cht, phong ph v tinh thn
l nhng cam kt bt di, bt dch ca FPT, c nu ln
trong Tm nhn Cng ty.

TIN TRNH STP

1. SEGMENTATION (Phn on th trng)
2. TARGETING (Th trng mc tiu)
3. POSITIONING (nh v th trng)

1. PHN KHC TH TRNG

1. Phn khc theo mt hng

2. Phn khc theo tui
3. Phn khc theo i tng
4. Phn khc theo nhu cu

2. MC TIU TH TRNG

Tp trung kinh doanh v chn ngnh hng

in thoi di ng lm ch lc.
Tin hnh m rng quy m theo chiu
rng, ng thi hon thin v cht lng
sn phm, dch v theo chiu su.

3. NH V TH TRNG

1. LI TH CNH TRANH CA FPT RETAIL

SO VI CC NH BN L KHC (TGDD,
VIENTHONGA, MAINGUYEN,)
2. TO IM KHC BIT, C TH DA TRN
DCH V CHM SC KHCH HNG

CHIN LC MARKETING
HN HP (4P)

1.
2.
3.
4.

SN PHM (PRODUCT)
GI C (PRICE)
PHN PHI (PLACE)
C NG (PROMOTION)

I. SN PHM (PRODUCT)
1. DANH MC SN PHM

I. SN PHM (PRODUCT)
2. THNG HIU
Cng ty C Phn Bn L K Thut S FPT l
thnh vin ca tp on FPT Vit Nam.
Danh d l cng ty u tin ti Vit Nam c
quyn phn phi cc sn phm chnh hng theo
chun ca Apple thng qua chui F Studio By
FPT.

I. SN PHM (PRODUCT)
3. CHT LNG SN PHM
n vi H thng FPT Shop, khch hng
c tha sc chn la cc sn phm vi
cht lng hng chnh hng - in hnh vi
cc sn phm: in thoi, my tnh xch tay,
my nh thuc cc hng nh Sony, Nokia,
Samsung, Dell, Acer, Lenovo, HP, Toshiba
vi gi thnh cnh tranh.

II. GI C (PRICE)

1.
2.
3.
4.

GI C N NH
CNH TRANH
H TR TR GP
MIN PH GIAO HNG TON QUC

III. PHN PHI (PLACE)

1. MNG LI PHN PHI

H thng FPTShop tri rng
khp 3 min vi hn 150 ca
hng

III. PHN PHI (PLACE)

2. H THNG QUN L KNH PHN PHI

IV. C NG (PROMOTION)

IV. C NG (PROMOTION)
QUNG CO

IV. C NG (PROMOTION)
QUAN H CNG CHNG

IV. C NG (PROMOTION)
KHUYN MI

IV. C NG (PROMOTION)
BN HNG C NHN

IV. C NG (PROMOTION)
MARKETING TRC TIP

THANK YOU!

http://fptshop.com.vn