LI NI U

m ci l s kin trng i nht trong cuc i mi con ngi. Trong nhng

nm gn y, dch v ci dnh cho cc i uyn ng ngy cng tr nn a dng,
hp dn. Cc cp uyn ng cng k tnh hn trong vic chn la nhng dch v
hon ho cho m ci ca mnh nhng vi cuc sng nhn nhp v bn rn, bn
khng c thi gian lm tt c cc vic nh tm kim nh chp nh ci, thu o
ci, quay phim, chp nh ci, hay tm nh hng t chc tic ci cng nh lm hoa
ci, xe ci, trang tr phng ci, thip mi... mt cch ng v hp l. Nhn thy
nhu cu cn thit , cng ty Ci Vit ca chng ti chuyn cung cp dch v ci
trn gi ra i vi mong mun gip cc bn gii quyt nhanh chng nhng vn .
Vi i ng nhn vin chuyn nghip, nhit tnh, nng ng, sng to s lm cho
cc bn cm thy hi lng. Ty theo s thch v nguyn vng chng ti s t vn trc
tip ti tng khch hng, thc hin thit k, sp xp, ln k hoch l ci v trc tip
thit k khng gian t chc ci hon ho ng gp cho ngy l trng i ca i bn
tr. Vi dch v ci hi trn gi ny, chc chn rng bn s tit kim c thi gian,
cng sc, chi ph t chc do la chn c nhng dch v ph hp vi nhu cu m
vn c mt i l trn vn theo ng phong tc ca tng vng.

NHN XT CA GING VIN

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MC LC
LI NI U............................................................................................................. 3
MC LC................................................................................................................... 5
Chng I: TNG QUAN V TH TRNG..........................................................6
1.1. S lc v th trng hin ti............................................................................6
1.1.1. i th cnh tranh........................................................................................6
1.1.2. Phn tch SWOT............................................................................................6
1.2.
1.3.
1.4.
1.5.

Khi qut v doanh nghip................................................................................7

Gi tr ct li v bao quanh ca dch v...........................................................8
Xc nh c tnh dch v lm cn c nh v..............................................9
Tm nhn, s mng, mc tiu ca cng ty.......................................................11

Chng II: XY DNG K HOCH MARKETING..........................................14

2.1. Chin lc marketing cp n v chc nng..................................................14
2.2. Mc tiu Marketing..........................................................................................15
2.3. Chin lc marketing ca cng ty...................................................................16
2.3.1. Chin lc sn phm...................................................................................16
2.3.2. Chin lc nh gi.....................................................................................18
2.3.3. Chin lc phn phi..................................................................................20
2.3.4. Chin lc chiu th....................................................................................22
2.3.5. Chin lc nhn s.....................................................................................25
2.3.6. Quy trnh cung cp dch v.........................................................................26
2.3.7. Chng c hu hnh.....................................................................................27
CHNG III: CHNG 3: K HOCH T CHC V THC HIN...........29
3.1. Chn a im kinh doanh...................................................................................
3.2.
3.3.
KT LUN...................................................................................................................
TI LIU THAM KHO............................................................................................

CHNG 1: TNG QUAN V TH TRNG

1.1.

S lc v th trng hin ti

Thnh ph H Ch Minh l mt thnh ph nng ng vi mc dn s tr hin ti

l 7.123.340 ngi chim khong 8,3% dn s ca c nc. Trong , s dn trong
tui kt hn chim khong 40% s dn ca thnh ph, bn cnh thu nhp trung
bnh ca thnh ph kh cao so vi cc thnh ph khc, trung bnh thu nhp bnh qun
trn u ngi mt nm khong 2.500 USD. Ngoi ra, s lng kt hn trung bnh
mt ngy ti thnh ph khong 100 m ci trong mt ngy. Ta c th thy nhu cu
kt hn hin ti ca ngi dn thnh ph kh l cao, trong khi phn ln ngi dn
khng c nhiu thi gian t t chc hn s cho mnh, nn th trng ca ngnh
cng ngh ci y l kh ln.
Vi mc tng trng dn s thnh ph khong 22% mi nm tui ca
ngi tr v trng thnh thnh ph cng tng, thm vo thu nhp ca h ngy
cng tng c th kt lun rng y l th trng tim nng cho tng lai ngnh cng
ngh ci.
1.1.1. i th cnh tranh
Vi loi hnh kinh doanh c th l ngnh gn lin vi cuc i ca mi chng
ta, nn ngnh ny ang l th trng mu m ca nhiu cng ty v doanh nghip.
Hin ti thnh ph ngnh cng ngh ci ngy cng tng . Theo nhn nh ca anh
Minh gim c nh hng tic ci Lu Hong Phong.
Ngnh ny hin ang bng pht nc ta, trong th trng thnh ph vi s
xut hin ca nhiu cng ty mnh nh: cng ty trch nhim hu hn Lu Hong
Phong, cng ty trch nhim hu hn tic ci Ph Nhun l nhng i th cnh
tranh trc tip trong ngnh ny.
S lng nh hng tic ci v cc cng ty t chc tic ci khng trn gi, ch
t chc mt khu trong qui trnh kt hn l i th cnh tranh gin tip vi cng ty
chng ta.
1.1.2. Phn tch SWOT

im mnh
Dch v n tng v lng mng
Phong cch phc v chuyn
nghip
Tha mn nhu cu ca khch
hng tt hn
Cung cp nhiu dch v km theo
c o
Kt hp gia s c in nhng
vn mang tnh hin i.
Gi c hp l
S sng to v tng c o
cho vic t chc m ci

im yu
Kh khn trong qu trnh lin kt
cung cp dch v
Cn nhiu thi gian hun
luyn v xy dng tng mi
Phong cch v cht lng phc
v ph thuc nhiu vo cc bn i
tc

C hi
Nguy c
Th trng tim nng
Nhiu cng ty cung cp dch v
Thu nhp ca ngi dn thnh
trong th trng v mt s nh hng
th ngy cng tng
Nhiu doanh nghip ch lm tt
tic ci khc ang pht trin mnh.
mt s khu trong qui trnh
Nhu cu m ci trn gi ngy
cng tng
Khch hng mun to ra s khc
bit ha v n tng cho m ci ca
ring mnh

+ Th trng mc tiu
T nhng phn tch v nh gi trn cho thy th trng mc tiu m cng ty
hng n l th trng thnh ph H Ch Minh. V y l th trng y tim nng
v c nhu cu ln v c kh nng chi tr cho nhu cu ca h.
+ Khch hng mc tiu
Vi mc tiu tha mn nhu cu khch hng tt nht vi cht lng tt nn chi ph cho
mi m ci trn gi kh tn km, y khch hng chng ti hng n l cc
khch hng c nhu cu t chc ci n tng v kh nng chi tr cho mt m
ci trn gi. V vy khch hng m doanh nghip hng n l tng lp t trung lu
n thng lu.
1.2.

Khi qut v doanh nghip

a. Cng ty

T nhng phn tch th trng nu trn, nhm nhn thy th trng ci cn rt tim
nng c bit l dch v ci trn gi. Do vy nhm nu ln tng v ln k hoch
Marketing cho dch v ny.
Xut pht t tng trn, cng ty c phn Ci Vit c thnh lp, chuyn t
vn v cung cp cc dch v trn gi v ci hi.
Vn phng: 351 ng 3 thng 2, Q.10, TPHCM
b. Dch v cung cp
- Studio & album
- Chp ngoi cnh
- o ci
- Trang im
- Nh hng
- Thip ci
- Bnh ci
- Hoa ci
- Trang sc
- Xe hoa
- Du lch tun trng mt
- Dn chng trnh trong sut bui tic cng cc chng trnh ca ma nhc vi cc
ngh s v nhm ma.
1.3.

Gi tr ct li v bao quanh ca dch v

1.3.1. Gi tr ct li
Nim vui trn vn ca ch nhn m ci v gia nh, nim t ho vi quan khch
1.3.2. Gi tr bao quanh
- Khch hng s c phc v bi mt phong cch c o, lch s, tn trng, uy tn
v chuyn nghip nht trong vic cung cp cc dch v.
- Khch hng s cm thy tin tng v hi lng hn.
- Khch hng s c cung cp nhng tri nghim c bit.

S T CHC

GIM C

PHNG
TIP TN

PHNG
PHNG
PHNG
T CHC
MARKETING
K TON
CHNG
1.4. Xc nh c tnh dch v lm cn c nh v sn phm dch v
TRNH

nh v l vic thit k sn phm v hnh nh ca doanh nghip mnh nhm

li du n tt nht v tr d cm nhn nht trong tm tr khch hng mc tiu.

Vi cuc sng ngy cng bn rn, con ngi dn ha vo dng xoy ca cng
vic, ca mi quan h x hi..., nht l cc bn tr hin nay, h khng c nhiu thi
gian chm lo v chun b cho mt m ci ng nh mong c trong ngy trng
i ny.
Hin nay c rt nhiu dch v m ci xut hin v cnh tranh nhau trn th
trng TP.HCM. V vy, cng ty cn phi to c s khc bit ca mnh so vi cc
cng ty khc bng sn phm hay cc dch v hp dn.
to ra im khc bit cho dch v ca mnh, cng ty xc nh s cng hin
cho khch hng nhng g tt hn sn phm ca i th, tha mn cao hn mong i
khch hng nh thit k nhng font hnh mi l, sng to thm cc phong cch chp
hnh ci, v nhng bt ng trong tun trng mt.
Dch v m ci trn gi ca cng ty hng n s khc bit ha cao hn so
vi i th cnh tranh, th hin qua:
- Dch v tuyt ho.
n vi cng ty, khch hng s c t vn v cung cp nhng dch v hp dn
nht v a dng nht trong ngy ci, t t vn v trang phc, nghi l , chn cho
khch hng nhng nh hng ph hp nht, a im hng tun trng mt l tng
ch cn gi in, cng ty s cam kt mang li mt dch v tuyt vi v y nht
trong ngy ci dnh cho khch hng.
- Quan h thn thit vi khch hng.

Vi khch hng mc tiu l nhng i tnh nhn c thu nhp tng i v cao,
cng ty o to mt i ng nhn vin nhm to dng mi quan h tt cho khch
hng, hiu c nhng suy ngh v nhu cu p ng nhanh chng nhng nhu cu
c th.
- Dn u v dch v v sn phm.
Cng ty s lun lun cung cp nhng dch v mi nht, hp dn cho khch hng,
mi m ci chng ti s thit k theo mi phong cch ring ph hp vi mi i
tng khch hng.
Chin lc nh v ca cng ty a ra da trn nhng tiu chun sau:
+ Quan trng:
Cht lung ca dch v m ci c khch hng t ln hng u khi h tm
n cng ty. Nm bt c suy ngh , nn cng ty lun to ra nhng dch v c cht
lng tuyt ho nhm mang li li ch tt nht cho khch hng.
+ Tt hn.
Hin nay, c rt nhiu cng ty chuyn v dch v m ci xut hin, tuy nhin,
theo nhiu kin cho rng dch v cha cht lng, gi c cha ph hp, cam kt vi
khch hng nhng khi trin khai th c nhiu rc ri khi m ci din ra. Chnh v
th, cng ty chng ti, vi phng chm t cht lng dch v ln hng u, cam kt
vi khch hng nhm em li mt m ci trn vn v hnh phc.
Qua vic nhn dng c khch hng mc tiu v tm nhn trong tng lai, cng
nh qua phn tch c im yu ca cc i th cnh tranh, ta a ln s nh v.

i th
C

i th
A

Dch v a dng
Cng ty

i th
B
10

Gi c
Cht lng dch v

+ Dch v cng thm

Qua nghin cu trn, th cng ty xy dng cho mnh mt chin lc nh v theo
cht lng, dch v to ra nhiu dch v mi l, hp dn nht. vi mt chi ph hp l
nht. Ngoi ra cng ty cn cung cp cc dch v cng thm phong ph nh in s
sau bao th v cc thng tin khc khng tnh thm ph cho khch hng. Khch hng
c th in thm nhiu bn thip ci nh vu quy, tn hn hoc ting nc ngoi theo
ca khch hng. Thanh ton qua ngn hng d dng bng th ATM ca Vietcombank,
ng , Ngn hng nng nghip
1.5. Tm nhn, s mng, mc tiu ca cng ty
1.5.1. Tm nhn
Tm nhn c hiu l mt hnh nh, mt bc tranh sinh ng v iu c th xy
ra cho t chc trong tng lai. N l mt hnh nh, hnh tng c o, l tng
trong tng lai.
Vi cng ty c phn Ci Vit tm nhn ca cng ty l tr thnh cng ty cung
cp dch v ci trn gi hng u trong lnh vc ny, thng qua vic em li s hi
lng ti a v tha mn mong i ca khch hng.
1.5.2. S mng ca cng ty
S mng c th hiu nh l nhng l do tn ti ca mt t chc, ngha ca s
tn ti ny v cc hot ng ca t chc ra sao, n l bn tuyn ngn ca cng ty vi
nhng ni dung r rng hn tm nhn. N l nhng n lc th hin tm nhn.
Qua y nhm a ra bn tuyn ngn cho cng ty c phn Ci Vit
Bn tuyn ngn

11

1. Khch hng ca cng ty l cc cp tnh nhn ang hng n mt m ci y

n tng v c tnh chuyn nghip cao, vi s hon ho mt cch tt nht cho c
quy trnh ci. Ngoi ra khch hng m cng ty mun hng n cn c cc cp
v chng lu nm mun t chc m ci bc, ci vng k nim qung thi
gian sng bn nhau.
2. Dch v kinh doanh: t chc ci hi trn gi t chp hnh, trang im, lm thip,
t chc m ci, tun trng mt cho khch hng.
3. Th trng: th trng mc tiu l cc bn tr ang mun xy dng cuc sng gia
nh
4. Cng ngh: cng ngh t chc tic ci
5. S tn ti pht trin v kh nng sinh li: cng ty nhm n mc ch hot ng
lu di, em li li nhun cao cho c ng ca cng ty.
6. Trit l kinh doanh: em li hnh phc cho cc i uyn ng n vi dch v tt
nht ca cng ty.
7. Cng ty c i ng nhn vin tr, nng ng, nhit tnh, c kh nng sng to cao
v hot ng nhm rt hiu qu. Cng mt i ng lin kt nhng m vin trang
im, chp hnh c uy tn, tay ngh vng vng.
8. C quan h tt vi cng ng
9. i sng, tm t nguyn vng ca nhn vin lun nhn c s quan tm t
nhng ngi qun l
1.5.3. Mc tiu ca cng ty
Cng ty xc nh mc tiu ca mnh l:
a.
Mc tiu ngn hn ( t nay n 3 thng ti)
- Phn cng cng vic hp l cho cc phng ban
- Tm kim hp ng cho cc thng ti
- Tm kim a im chp hnh mi
- To mi lin kt tt hn vi i tc
b.
Mc tiu trung hn (t 3 n 18 thng ti)
- Ln k hoch t chc, phn tng dch v theo chi ph
- D tho ngn sch hp l
- Phn b nhn lc cho cc hot ng trn hp l
- Tip tc tm hp ng, to thng hiu v vn ha cng ty khch hng bit
n cng ty nhiu hn
- T chc tt hn na cc chng trnh k kt.
c.
Mc tiu di hn
- Tip tc nghin cu v pht trin th trng (R&D)
- Lp mt s chng trnh mi, tng tnh sng to kt hp vi truyn thng vn
c trong ci hi
- Phn b chi ph hp l
- Pht trin cng ty theo nh v t ra
12

CHNG 2: XY DNG K HOCH MARKETING

2.1. Chin lc marketing cp n v chc nng cng ty s dng
2.1.1. nh v th trng khch hng phn bit r thng hiu v cht lng
ca cng ty so vi cc cng ty cnh tranh khc
Cng ty hng n nh v dch v c c trng ni bt so vi cc i th cnh
tranh. V cc m ci t xa n nay thng t chc theo nghi thc truyn thng,
y l nt p l mt nt vn ha trong ci hi ca ngi Vit. Tuy nhin, bn cnh
vic t chc mt m ci vn theo nghi thc truyn thng nhng kt hp vi
nhng nt mi, sng to hn, to c s khc bit v n tng vi ngi c cung
cp dch v. Chnh v vy khi nh vo th trng ny v s dng nhng li th khc
bit s gip doanh nghip to c nh v ring bit ca mnh.
Mt li th cho cng ty c phn Ci Vit khi chn la chin lc nh v tp
trung vo khc bit ha l hin nay cha c nhiu i th cnh tranh trong dch v t
chc tic ci trn gi, do s sng to v phong cch t chc khng b qu b
buc m c tha sc th hin theo mong mun ca khch hng v kh nng ca
cng ty.
Cn xt v nh v theo gi c, c th nhn thy vic t chc m ci l mt
vic v cng trng i ca c i ngi, do tm l khch hng s khng qu quan
tm n vn gi c, m cht lng dch v s c t ln hng u. Nhng n
vi cng ty khch hng chc chn s tit kim c chi ph khi mi vn lin quan
n t chc mt m ci u c cng ty m nhim, nh vy chi ph s r hn so
vi vic thu tng cng ty ring r bn ngoi.
2.1.2. Pht trin th phn trn th trng mi
V cng ty c phn Ci Vit mi gia nhp th trng nn vic xm nhp th
trng i hi phi n lc ti a trong vic tip xc khch hng, qung b sn phm,

13

cht lng v hnh nh cng ty, thc hin c iu ny s tn nhiu chi ph. V
vy thc hin chin lc ny hin nay cng ty cn iu chnh chi ph hp l so vi
s vn hin c v li nhun c kh nng thu c trong tng lai.
2.1.3. Cng c v gia tng th phn trn th trng hin ti
Tuy hin nay mi gia nhp th trng nhng cng ty hng n hot ng lu di
v n nh, to c uy tn ngy cng mnh hn trn th trng. V vy cng ty a ra
chin lc cho giai on pht trin tip theo ca cng ty l cng c v gia tng th
phn trn th trng hin ti vi vic b sung cc chin lc marketing thch nghi vi
chin lc hin c ca cng ty, c th cng ty thc hin:
- Lun i mi trong vic t chc tic ci, tm thm nhng a im chp hnh,
quay video, t hng thit k cc mu o ci mi, cp nhp nhng mu o
ci p, thnh hnh, to thm cc kiu trang im theo tng phong cch ring
-

khch hng c nhiu s la chn.

Tn dng li th a ra mc gi c hp l, vi v th ca cng ty khng cn
phi a ra mc gi thp, nhng mt mc gi hp l, phn tng theo nhu cu

khch hng s thu ht c nhiu khch hng n vi dch v ca cng ty.

iu chnh chin lc qung co theo xu hng to hng th v mt m ci
trong m ca cc cp tnh nhn, kt hp thm mt s chng trnh khuyn mi
vo tng thi im nh vo ma noel..., phn qu trao tng cho cc m ci

bc, ci vng...
Pht trin cc chin lc truyn thng lm cho khch hng tin tng vo
dch v ca cng ty, tin vo cht lng dch v m cng ty s em li cho

khch hng.
Pht trin thm cc chin lc cung cp dch v hp l, theo tng thi im

thch hp.
2.1.4. Bo v th phn
Ngoi vic thc hin cc hot ng gia tng th phn nh trn, cng ty lun
ch trng vo vic ci tin cht lng dch v, la chn i tc ph hp v tin cy,
nng cao nng lc ca nhn vin, thng xuyn t chc cc lp o to v ngh thut
giao tip vi khch hng, qun l tnh sng to v i mi cho nhn vin h nng
cao hn na nhng k nng cn thit cho cng vic ca mnh, ng thi cng l bo
v th phn cho cng ty.
2.2. Mc tiu Marketing

14

Mc tiu m doanh nghip mun t c trn th trng nh l khi lng sn

phm, th phn gi l mc tiu Marketing.
Vi mt doanh nghip mi bt u hnh thnh, tn tui, thng hiu cng nh
sn phm dch v ca cng ty cha c nh v trn th trng. Do vy, mc
tiu Marketing m cng ty chng ti hng ti l:
Trong ngn hn:
+ Gii thiu sn phm dch v tic ci trn gi n khch hng bng cc
chng trnh truyn thng, qung co mc tiu nhm gip khch hng nhn bit
dch v ca cng ty.
+ Thuyt phc khch hng bng cht lng dch v chim c th phn trn
th trng
+ Khi khch hng tin tng s dng dch v ca cng ty, nh v thng hiu
trong tm tr khch hng.
Trong di hn:
+ Tng doanh thu v li nhun bng cch xc tin cc hot ng Marketing
nhm vo gi c, cht lng.
+ M rng th phn ca cng ty trn th trng.
+ Nghin cu, pht trin cc dch v mi nhm to s khc bit so vi i th
cnh tranh, ci thin quan h vi khch hng, duy tr pht trin kinh doanh, to
s hi lng, tin tng cao nht khch hng i vi cc dch v ca cng ty.
2.3.

Chin lc marketing ca cng ty

Cng ty c phn Ci Vit l cng ty chuyn ph trch v dch v m ci trn

gi cho khch hng, v th cng ty mang n thng ip thng ip Mi bc chn,

mt nim vui hnh phc
lm c iu , cng ty v ang xy dng chin lc nhm phc v
cho khch hng nhng dch v tt nht.
2.3.1. Chin lc sn phm
Cng ty tic ci Ci Vit s l ni chuyn cung cp cc dch v lin quan
n ci hi. Chng ti c gng xy dng hnh nh ca cng ty v to mt n tng
mnh m trong tm tr khch hng bi s rng ri, sang trng v y khc bit. Cc
dch v m cong ty s mang n cho khch hng ch yu nh sau:

15

 Nhn in n thip ci: Khch hng (KH) c th lin h trc tp vi cng ty

thit k thip ci theo mun hoc s c cng ty gii thiu cc mu thip c
bit cho KH la chn. Phn thip ci ny cng ty s t hng di hn ti mt c s
chuyn nghip bn ngoi.
T chc cho thu ci v trang im c du: cng ty lin h vi cc trung
tm ci cao cp ti thnh ph nh: L Nam, Trinh Trinh, L Nguyn ( trn ng
3 2) p ng nhu cu a dng ca khch hng. Chng ti s mang n cho khch
hng nhng b ci ph hp vi c tnh, vc dng v s thch ca tng cp i
uyn ng.
Chp hnh ci: nhm to n tng v lu li trong k c ca khch hng v
ngy trng i trong cuc i, chng ti s t chc mt i ng nhip nh chuyn
nghip sng to ghi m, chp nh, quay phim ti cc quang cnh ni ting ti thnh
ph v mt s tnh ln cn. thc hin tt vic ny cng ty s lin h mt s i tc
uy tn trong lnh vc du lch tim a im .
Nh hng, i tic: y l khu quan trng nht, cng ty s t chc i tic
ti mt khng gian thong mt vi din tch khong 2500m 2, tng ng l cc tng
ca nh hng. Khu i tic mang v p c o, sang trng, di sn c thm, bn
n c hoa vn, nh sng ch o ca nh hng l mu trng ng.
Dn nhc: nh hng c mt i m nhc, trc tip trnh by cc ca khc si
ng, lng mng cho KH thng thc.
Xe a rc du trong ngy ci
Du lch tun trng mt: Ci Vit lin kt vi cc cng ty du lch thc
hin tour du lch i uyn ng hng tun trng mt ti nhng thng cnh ni ting
trong nc theo mc gi ph hp.
Vi nhng dch v nu trn, Ci Vit c gng thc hin vi cc k hoch d
kin nh sau:
Trong cc dch v cung cp cng ty Ci Vit xc nh sn phm dch v
chnh ca cng ty l nh hng, chuyn cung cp cc mn n cao cp vi khu v c
o mang du n Nam B. Tt c cc mn n s do u bp c tay ngh cao m
trch ngoi vic phi m bo cht lng v sinh an ton thc phm, nh hng cn
trang tr mn n p mt to s khc bit so vi cc nh hng khc.
Cng ty cung cp cho khch hng dch v trn gi vi cc nhn t cu thnh
theo m hnh sau:

16

Li ch ct li: t chc l ci
Sn phm ct li: Nh hng tic ci
(dch v m thc)
Sn phm mong i: Phng
tin sch s, thc n ngon, phc
v nhit tnh, chu o...
Sn phm gia tng: Khng gian
p, thc n hp dn, nhc sng,
xe a n....

Sn phm tim nng: m ci kt

Thc hin s khc bit dch v: i ng nhn vin c ng phc p, lch s,
hp tour du lch
thn mt vi quan khch. Cng ty thng xuyn m cc lp hun luyn c bit
nhm nng cao thc v k nng phc v khch hng.
Dch v ci m cng ty cung cp l dch v trn gi theo nhu cu v s thch
ca khch hng, mn n ngon, khng gian rng ri thong mt, v c bit cng ty
Ci Vit cn t chc tun trng mt cho i uyn ng.
Hnh thc dch v: cng ty thc hin cc hot ng dch v theo kiu sn phm
hu hnh v dch v song hnh nhau
2.3.2. Chin lc nh gi
Gi c sn phm dch v l mt con s rt c ngha i vi cng ty v khch hng.
Cng ty s nh gi sao cho c li nht nhng vn m bo hp l, ph hp vi khch
hng. y tht s l vn cn phi nhc nh bi khi nim ca khch hng v chin
lc sn phm c thay i trc tip theo gi c. V vy, cng ty da trn mc tiu
hot ng v chi ph thc hin xc nh mc gi cho thch hp.
-

Mc tiu gi c:
Thu hi vn nhanh v dn u v cht lng dch v, dch v ci l mt dch
v rt tn km, chi ph u t ban u kh cao nn cng ty cn thu hi vn
nhanh. Mun thu hi nhanh th gi phi tng i cao, nh hng hot ng vi
tun sut rt ln: 9 m/ ngy. Mun vy, cht lng dch v phi cao v phi
c s khc bit so vi cc nh hng tic ci khc.

17

Xc nh nhu cu:

Theo kho st ca nhm nghin cu th hin ti trn a bn thnh ph s lng

dch v m ci trn gi l rt t, cc dch v ny cht lng cha cao. Mt khc,
thu nhp ca ngi dn thnh ph ngy cng cao, lng cu rt ln.
-

c lng chi ph.

C mi tic ci trn gi, cng ty s chi cho cc khon sau (s liu c th giao
ng)
+ In thip ci: 2 triu ng.
+ Trang im, ci: 10 triu ng.
+ Chp hnh ci, quay video: 10 triu ng.
+ Phc v n ung : 40 triu ng.
+ Dn nhc: 10 triu ng.
+ Tun trng mt: 20 triu ng.
+ Xe a rc: 10 triu ng.
Tng chi ph: 102 triu ng.

Phn tch chi ph, gi c v sn phm ca i th cnh tranh.

Hot ng trong lnh vc ci hi, cng ty c cc th nh : ng Phng,
Thy T, i Nam Hu ht cc nh hng ny gi c tng i chp nhn
c, thc n tt. Tuy nhin, mc gi 2 triu/ bn l khng cao lm v i
tng mc tiu ca cng ty l gii trung lu tr ln.

Chn phng php nh gi.

Mc tiu cu cng ty l thu hi vn nhanh v dn u v cht lng nn cng
ty s chn cch nh gi da trn gi tr nhn thc (nh gi theo khch hng).
Sn phm dch v cng ty cung cp l mt tic ci honh trng, tron gi,
khch hng s cm nhn c cc gi tr dch v cng ty cung cp l rt ln,
tha mn nhu cu vt cht v tinh thn. Do , gi cao s l mt li th trong
vic gia tng s nhn thc ca khch hang.

Quyt nh gi.

18

Cng ty nh gi cho dch v ci trn gi (bao gm 7 dch v) l 149 triu

ng. Con s ny va tm vi cc gia nh giu c, quan h rng. Hn na,
y l con s l s d dng nh vo tm tr khch hng. Nh vy, cng ty bt
u gii thiu vi th trng dch v ci trn gi vi mc gi hp l, s em
v li nhun ln cho cng ty, khong 50 triu/ m, c th thu hi vn nhanh.
-

V tng lai.
Cng ty s c iu chnh mc gi cho ph hp hn da trn phn tch gi c
v cht lng dch v ca cc i th cnh tranh. Tuy nhin, vn cn phi
lu l phi nng cao hn na cht lng dch v, ti u ha mi qu trnh t
u vo n u ra sn phm dch v c tnh cnh tranh cao.

2.3.3. Chin lc phn phi

Chin lc phn phi: h thng knh phn phi trong dch v bao gm cc loi
sau:
- Knh phn phi trc tip: cng ty trc tip cung cp cc dch v cho khch
hng theo s :
Nh cung cp dch v

Khch hng

Nh vy cng ty s t chc phn phi theo kiu trc tip cc dch v sau: nh
hng tic ci, m nhc v chp nh...
- Knh phn phi gin tip: thng qua cc trung gian phn phi dch v. y
chnh l cc cng ty i tc trong vic thc hin in n thip ci, trang im,
ci, du lch.... theo s :

Cng ty thit k v
in n thip ci
Cng ty Ci Vit

Cng ty thi trang v

lm p

Khch hng

Cng ty vn ti v
du lch
Trung gian phn phi:
Nu cng ty pht trin tt, d nh s m tip mt trung tm tic ci tng t
ni thnh thnh ph, c th l qun 3 hoc qun 5. Vic m thm nh hng s
gip cng ty m rng quy m hot ng c kh nng bao ph th trng c
tt hn.
19

Trong thc t hot ng, cng ty s s dng c 2 knh phn phi trn m
bo cung cp cho khch hng v dch v tt nht. C th tm tt qu trnh phn
phi dch v ca cng ty theo s di y:
Nhu cu

Cng
ty
Ci
Vit

Phng ti chnh
B phn
k hoch

Phng kinh doanh

v marketing

Khch
Nhn vin
phc v

hng
ti Tp
H

Phng ti chnh

Ch
Minh

Cng ty in n thip ci
Cng ty vn ti v du lch
2.3.4. Chin lc chiu th Cng ty t vn v thi trang
Chiu th l s truyn thng v thng tin gia ngi bn v ngi mua tim
nng nhm nh hng n thi v hnh vi ca ngi ny.
Dch v
xy dng c mt chin lc chiu th hay truyn thng thnh cng, chng
ta c th tri qua 6 bc sau y:
- Bc 1: nh dng cng chng mc tiu:
y l bc u tin nhng ht sc quan trng tri nghim v thu hiu nhu
cu ca th trng mc tiu. Mun thc hin cng vic truyn thng th trc ht phi
xc nh r i tng cn truyn thng y l ai.
Dch v m ci trn gi ca cng ty nhm ti khch hng mc tiu l cc
cp bn tr ang chun b xy dng chung mi m hnh phc, tuy nhin v cng vic
bn rn qu nn h khng th m nhn ht mi vic trong ngy ci, tm n dch
v ny, khch hng c th c c mt m ci hon ho m khng mt nhiu thi
gian.
- Bc 2: Xc nh mc tiu truyn thng.

20

Khi xc nh c cng chng mc tiu, ngi lm marketing phi tm hiu

c c im ca nhm khch hng ny.
Vy mc tiu m cng ty mnh mun thc hin chin lc truyn thng y l
g? l gii thiu ti cng chng nhng dch v ca mnh, mt dch v m ci
trn vn, cng ty s mang li cho khch hng nhng dch v trong l ci cht lng
v hp dn nht.
Bn cnh , qua knh truyn thng, cng ty mun bit c s phn ng ca
khch hng v dch v m ci v v sn phm, dch v ca cng ty, h hi lng hay
quan tm n dch v ca cng ty hay cha? Phn ng ca khch hng v mc
hiu qu ca dch v p ng c nhu cu ca khch hng cha.
- Bc 3: Pht trin thng ip
B phn lm marketing ca cng ty s xc nh ni dung chnh m cng ty
mun truyn ti ti khch hng mc tiu ca mnh to c s p ng mong
mun.
u tin phi xy dng ni dung thng ip: qua chin lc nh v m cng ty
xy dng, th thng ip m nhng ngi lm marketing mun truyn ti ti khch
hng ca mnh cng nh l truyn ti s mnh v mc tiu ca cng ty ti khch
hng: cng ty s p ng cho khch hng nhng dch v m ci cht lng nht,
dch v a dng v vi chi ph hp l nht, cng ty s to ra cho bn mt m ci
hon ho v hnh phc nht.
Cu trc thng ip s nh hng rt nhiu n hiu qu ca thng ip, thc t
cho thy a ra kt lun r rng thng hiu qu hn, v vy cng ty truyn ti
thng ip vi mt kt lun r rng l: dch v tuyt ho.
- Bc 4: La chn knh truyn thng.
C hai knh truyn thng hiu qu, l knh truyn thng trc tip v knh
truyn thng gin tip.
i vi knh truyn thng trc tip, cng ty thc hin mt s k hoch nh:
- Chin lc cho hng.
Chin lc cho hng bao gm sn phm hay dch v, cho hng (bng th hay
li ni), phng tin truyn thng, phng php phn phi.

21

Cng ty cn gp g v trao i vi khch hng, trao i vi h v nhng nhu

cu hay kin thc mc v dch v m ci trn gi. Cho khch hng bit c
nhng thun li khi s dng dch v ca cng ty, ngoi ra c nhng chng trnh
khuyn mi cho khch hng khi s dng dch v.
- Marketing trc tip.
Cng ty cho nhn vin gii thiu dch v m ci trn gi ti khch hng
qua cc cuc hi tho ca cng ty, nhn vin tip xc, trao i trc tip vi khch
hng qua in thoi, qua cc cuc giao lu
Truyn thng gin tip.
- Cc hot ng qung co
Trong thi gian chun b thnh lp, cng ty xy dng cho mnh mt website
tht chuyn nghip, cung cp y thng tin ti khch hng, qua khch hng s
hiu su hn v chin lc ca mnh, ng thi qua website ny khch hng c th
lin h vi cng ty.
Ngoi ra, cng ty cn in thng bo qung co trn cc phng tin thng tin i
chng, s dng cc hnh nh di ng, cc video gii thiu v cng ty v hot ng
chnh ca cng ty.
Thit k cc p phch, bng rn qung co. ng thi, a logo v biu tng
ca cng ty ti tm tr khch hng.
- Cc hot ng khuyn mi
Trong thi gian khai trng, cng ty cng c nhiu chng trnh khuyn mi
hay dch v cng thm cho khch hng t tron gi m cui vi cng ty, nh: tng
anbum nh ci min ph, t vn la chn dch v, trang im min ph cho c du
Bn cnh , mi dch v trn gi, cng ty s c qu tng hp dn cho c du v
ch r trong ngy hnh phc trm nm ny.
Ngoi ra, cng ty c th gim gi cho khch hng khi thu dch v trn gi.
- Cc hot ng PR
Cng chng l nhm ngi c quan tm hay c nh hng n tim nng v
mc tiu ca cng ty v vy cn c nhng chng trnh thch hp
+ Quan h vi bo ch.

22

Nhm ng ti thng tin ca cng ty trn phng tin truyn thng thu ht s
ch ca mi ngi n s tin dng ca dch v m ci .iu quan trng l
truyn ti c thng ip ca cng ty v dch v m ci: l cng ty s cung cp
cho khch hng nhng dch c m ci c cht lung tt nht.
+ Tuyn truyn sn phm, dch v.
Tin hnh cng b v gii thiu nhng sn phm, dch v mi hp dn ca dch
v m ci nhm khch hng c th so snh vi cc cng ty khc.
- Bc 5: xy dng ngn ngn sch truyn thng.
Knh truyn thng
Chi ph(triu ng)
ng bo tp ch gia nh 30
v x hi
Internet

Qung co ti cc trung 10
tm, hi tho.
Thit k p phch, bng 10
rn
Cc cng ty lin kt

% hoa hng

- Bc 6: chin lc chiu th phc hp

y l giai on cng ty xc nh tim lc trong cc yu t nh khuyn mi
doanh s, qung co, quan h cng chng v bn hng c nhn. Cng ty to ra s
nhn bit bn trong ngi mua chin dch c thnh cng. Mt chng trnh
chiu th c chun b tt c th s dng cho nhiu nhiu mc ch khc nhau. Ci
Vit s dng knh truyn thng c nhn nh hi ngh trc tip, in m hay h thng
nhn vin bn hng c nhn, cc knh ny s mang li hiu qu tng tc rt
cao.Ngoi ra, s dng thm cc knh truyn thng khc nh bo, tp ch, hay gi
email trc tip c mang li hiu qu cao.
2.3.5. Chin lc nhn s
Con ngi chim gi mt v tr ht sc quan trng trong qu trnh kinh doanh
dch v, hoch nh, thc thi v qun l cc chin lc ca doanh nghip hng n
xy dng v duy tr mi quan h vi khch hng v cc bn hu quan.

23

Dch v m ci ca cng ty t dch v ln hng u, do , vai tr ca nhn

vin hay nhng ngi lnh o l ht sc qua trng trong vic to ra cht lng dch
v tt nht.
Nhng ngi lnh o lun tm hiu, nghin cu v tm ra s khc bit so vi
cc dch v khc ca i th, c k hoch pht trin cng ty v ra c chin lc
marketing c o v hiu qu.Vai tr ca nhn vin th hin trong vai tr kch bn,
xc tc v h tr.
V vy, to ra c nhng dch v m ci tt nht cho khch hng, cng ty
thng xuyn tuyn dng v o to nhn vin.Trong qu trnh tuyn dng, cng ty
sng lc cc ng vin c trnh chuyn mn cao, k nng giao tip trc cng
chng tt.
Qua t st hch, kim tra cng ty chn la v phn cng cng vic cho ph
hp vi chuyn mn, cc nhn vin phi c tnh chuyn nghip cao, v thc hin tt
quy nh ca cng ty ra
Cc bin php hun luyn v pht trin nhn s nh :
-

Hun luyn v nghip v chuyn mn.

o to, pht trin nng lc chuyn mn v nng lc c nhn.

Pht trin t chc, pht trin c nhn.

Xy dng cc h thng nh gi nng lc ca nhn vin.

Xy dng mt i ng nhn vin thn thin vi khch hng, phong cch giao

dch nhanh chng, ci m.

2.3.6 Quy trnh cung cp dch v
t hng.
m bo cho m ci ca bn c y v nhanh chng, hy lin lc vi
cng ty dch v m ci ca chng ti qua in thoi hay qua website ca cng ty.
Sau khi nhn c thng tin ca qu khch, cng ty s lin lc li
khch hng c bit.
Gp khch hng v tho thun nhng dch v khch hng yu cu.
Sau khi phn hi vi khch hng, th khch hng n ti cng ty thc
hin k kt v tho thun nhng dch v m khch hng yu cu trong
m ci.
24

 Tin hnh chn a im, thi gian.

Cng ty s tm a im t chc m ci cho khch hng theo quy m v chi
ph nh khch hng yu cu, sau tin hnh chn thi gian v t thip mi cho
khch hng.
Lin h vi th chp nh - quay phim.
Chn trang phc cho c du v ch r.
Thu xe hoa
Chn v t trc dn nhc cho m ci
Chn M.C cho tic ci
Chn v t hoa.
Mua qu ci cho c du v ch r.
Lin h vi cng ty du lch ng k tour du lch cho tun trng mt (nu
khch hng yu cu).
t nhn ci.
Lin h vi chuyn gia trang im.
Chuyn thip mi cho gia nh c du, ch r.
Hon tt thc n v t trc vi nh hng.
a khch hng duyt qua chng trnh trong ngy ci.
T chc m ci.
Tng hp doanh thu v chi ph.
Hng dn tun trng mt
Cc cng vic khc pht sinh
2.3.7 Chng c hu hnh
- Tnh hu hnh ca dch v m ci trn gi.
Cc phng tin bn ngoi: thit k bn ngoi ca cng ty v cng c o, mu sc
th hin s sum vy v hnh phc, khi tm n cng ty, n tng bn ngoi ca cng
ty l rt ln.
trc ca cng ty c bi u xe cho khch hng thun tin khi n y. Trc ca
cng ty, cng trng nhng chu cy cnh cho phn sinh ng hn, cc loi hoa trong

25

ngy ci nh hoa hng, hoa vu quy... to mi trng xung quanh tht s thn thin
vi con ngi.
Cc phng tin bn trong: thit k bn trong th hin s ti mt, c cc ch dn c
th khch hng d dng tm kim. Ngoi ra, cch bi tr trong cn phng lm vic
tht ngn np, s dng my tnh kt ni Internet d dng lm vic v cp nht
thng tin nhanh hn. Vn phng lm vic phi c nh sng v nhit ph hp theo
thi tit.
Bn cnh , cng ty cn phi in danh thip thun tin khi tip xc vi khch
hng, trang phc ca nhn vin phi ph hp.
Vic xy dng cho cng ty mt website nhm d dng giao dch vi khch hng hn,
qua cng cung cp thng tin ca cng ty cho khch hng r hn

26

CHNG 3: K HOCH T CHC V THC HIN

Chng ti bt u thc hin nhng vic sau t 01/10/2009 n 01/12/2009. Ma
ng l ma ci do vy vic hon thnh cng ty cng vi nhng k hoch Marketing
vo thi gian ny l rt thun li cho cng ty.
1. Chn a im kinh doanh
V c im dch v ca cng ty kh linh hot, khng cn nhiu c s vt cht nh
nh hng, khch sn, do vy chng ti ch thu mt bng lm tr s cng ty.
a im: ng 3 thng 2, qun 10, TPHCM. Ti y ni c nhiu ca hng bn o
ci rt ph hp vi ngnh ngh kinh doanh, to iu kin thu ht khch hng
Chi ph thu mt bng:
2. Lm th tc ng k kinh doanh
3. Tuyn v o to nhn vin
4. Xy dng, trang tr vn phng kinh doanh
5. Lin h vi cc nh hng, khch sn, tim o ci
6. Thc hin cc chng trnh Marketing

27

KT LUN
m ci l s kin v cng quan trng trong cuc i mi con ngi, nht l vi
phong tc Vit Nam, m ci cu k v linh nh hn. V vy, ngnh dch v ci
ang pht trin mnh v xut hin nhiu i th cnh tranh ln. Vi mong mun pht
trin v nng cao cht lng dch v ci nhm p ng nhu cu ngy cng cao ca
cc cp i sp ci, nhm nghin cu, phn tch v a ra k hoch kinh doanh
ngh dch v ci vi nhng chin lc marketing c th v kh thi. im mnh ca
nhm l nm c nhu cu ca ngi tiu dng, cung cp trn gi t vic t vn n
gi tun trng mt cho i tn hn nhm gip cc cp i c mt ngy vui trn vn v
nh mi. Cng , phong cch phc v chuyn nghip v nhng dch v mi l, c
o s li ko khch hng, gip cng ty c sc cnh tranh vi cc i th mnh trn
th trng. Vi kin thc qun tr marketing cng nhng mn kinh t cn bn khc,
nhm c gng a ra k hoch kinh doanh kh thi nht. Bi lm s l mt kinh
nghim qu bu cho nhm sau ny khi lp k hoch kinh doanh v chin lc
marketing ph hp.

28

TI LIU THAM KHO

1. Marketing cn bn, TS Nguyn Minh Tun, nh xut bn lao ng x hi, nm
2006
2. Qun tr marketing, TS L Th Gii, thc s Nguyn Xun Ln, nh xut bn gio
dc, nm 1998
3. Marketing dch v - TS Lu Vn Nghim, nh xut bn i hc kinh t quc dn,
nm 2008
4. Chin lc v chnh sch kinh doanh, PGS.TS Nguyn Th Lin Dip, Th.S Phm
Vn Nam, nm 2006
5. www.marketingvietnam.net
6. www.marketingchienluoc.com

29