Lp k

hoch
chin
lc

trong
marketing

NG
I

MARKETING
Bi hc online
2

Ni dung bi hc
Phn bit hot ng lp k hoch
chin lc vi lp k hoch chin
thut.
Lp k hoch cc cp khc nhau
trong t chc
M t cc cng c v k thut lp k
hoch marketing thnh cng.
Xc nh cc thnh phn c bn ca
chin lc marketing.

Lp k
hoch
L
qu trnh d on cc s
kin v tnh hnh tng lai,
ng thi xc nh cch thc
tt nht t c mc tiu
ca t chc.

Lp k hoch
Marketing
Trin khai cc hot ng lp
k hoch nhm thc hin
mc tiu marketing, l cng
tc to c s cho chin lc
marketing.

Lp k hoch chin
lc
Qu trnh xc nh mc tiu
chnh yu ca t chc v
tin hnh nhng chui hnh
ng c th t mc
tiu ny.

Lp k hoch chin
thut
Cng tc lp k hoch hng
dn thc hin cc hot ng
c xc nh trong k hoch
chin lc.

Lp k hoch cc cp khc nhau trong

t chc
Cp qun tr

Kiu lp k
hoch c
ch trng

V d

Qun tr cp cao
Ban Gim c
Tng Gim c iu hnh
Gim c iu hnh hot
ng
Gim c ti chnh

Lp k hoch
chin lc

Mc tiu c quy m
ton t chc, chin
lc c bn, k hoch
di hn, tng ngn
sch.

Qun tr cp trung
Gim c bn hng
i trng
Gim c nghin cu
marketing

Lp k hoch
chin thut

K hoch hng qu
hoc su thng; ngn
sch n v kinh
doanh; chnh sch v
quy trnh th tc cho
b phn.

Qun tr gim st
Lp k hoch hot
Gim c bn hng khu vc ng
Gim st - phng marketing
qua in thoi

K hoch hng ngy

v hng tun; chi ph
n v, quy tc v
quy trnh th tc ca

Chin lc thnh cng:

Cng c v K thut
M hnh Nm lc lng
cnh tranh theo Porter
Chin lc ngi dn u
Chin lc ngi theo sau
Phn tch SWOT
Thi c chin lc

M hnh Nm lc lng cnh tranh theo

Porter
Quyn
thng
lng
ca nh
cung cp

Nh
cung cp

i th mi
tim nng
Nguy c t i
th mi gia
nhp

Cc i th cnh
tranh trong ngnh

S cnh tranh gia

cc i th hin
ti
Nguy c t
sn phm/
dch v thay th

Sn phm
thay th

Khch
hng
Quyn
thng
lng ca
khch hng

Chin lc ngi dn u

L thuyt ng h quan im
cho rng doanh nghip u
tin cho bn sn phm
trn th trng s l ngi
chin thng lu di trn th
trng .

Chin lc ngi theo sau

L thuyt ch trng quan st
k lng nhng i mi ca
ngi dn u, ri ci tin chng
ginh li th trn th trng.

Phn tch SWOT

IM MNH
Li th chi ph
Ngun lc ti chnh
S trung thnh ca
khch hng
C s sn xut hin
i
Bng sng ch
C HI
B sung dng sn
phm
Gia nhp th trng
mi
Mua li doanh nghip
c cng ngh cn
thit

n by

IM YU
Dng sn phm qu hp
Thiu chiu su qun tr
Hot ng tn km do chi
ph lao ng cao v c s
sx li thi
Thiu nng lc ti chnh
Nhn thc ca th trng v
doanh nghip yu

g
n
R uc
b

THCH THC
Th hiu ca ngi
mua thay i
Nguy c gia nhp ca
i th cnh tranh mi
Chnh sch bt li t
pha chnh ph

Vn

Thi c chin
lc
Khong thi gian gii hn khi
cc yu cu chnh yu ca th
trng tng thch nht vi
nng lc c th ca doanh
nghip.

Cc thnh phn ca
chin lc marketing
Th trng mc tiu
Cc yu t trong t hp
marketing - sn phm,
phn phi, xc tin v
gi

Th trng mc tiu
Th trng mc tiu: tp hp
nhng khch hng m doanh
nghip mun tp trung tc
ng ti h thng qua cc
hot ng marketing v cui
cng l hng ha.

Cc
thnh
trong
t
marketing

phn
hp

Chin lc sn phm
Chin lc phn phi
Chin lc xc tin
Chin lc nh gi

Chin lc sn phm
Chin lc sn phm khng
ch dng li vic quyt nh
doanh nghip nn bn hng
ha hoc dch v no ti mt
nhm ngi tiu dng.

Chin lc sn phm
Chin lc sn phm cng bao
gm cc quyt nh:
Dch v khch hng,
Thit k bao b, tn thng hiu,
nhn hiu
Bng sng ch
Dch v bo hnh
Vng i sn phm
nh v sn phm trn th trng
Pht trin sn phm mi

Chin lc phn phi

Cc quyt nh phn phi gm
c:
Hnh thc vn chuyn
Lu kho
Kim sot hng tn kho
X l n t hng
La chn knh marketing

Chin lc phn phi

Internet to ra cuc cch mng ln
cha tng c trong hot ng phn phi:

K t khi xut hin hnh

thc t hng qua th
da trn catalog sn phm.

Chin lc xc tin
Xc tin l mi lin kt
truyn thng gia ngi
bn v ngi mua.
Cc t chc s dng nhng
cch thc khc nhau gi
i thng ip v hng ha,
dch v v l tng.
H cng c th truyn thng
trc tip thng ip qua
ngi bn hng, hoc gin
tip qua hot ng qung
co hoc khuyn mi.

Chin lc xc tin
Nhiu doanh nghip s dng
phng php truyn thng
marketing tch hp (IMC)
phi hp tt c cc hot
ng xc tin, sao cho ngi
tiu dng c th nhn c
thng ip thng nht v
nht qun.

Chin lc nh gi
Chin lc nh gi lin
quan n phng thc
xc lp mc gi hp l
v c kh nng sinh li,
Chin lc nh gi tt s
mang li gi tr cho
khch hng, xy dng v
cng c mi quan h
ca h vi doanh nghip
v sn phm

Cm
n