Professional Documents
Culture Documents
MC LC
MC LC........................................................................................................................1
1. Tng quan v cng ty...................................................................................................3
2. Chin lc kinh doanh quc t......................................................................................7
2.1. Sc p gim chi ph...............................................................................................7
2.2. Sc p t a phng.............................................................................................8
2.3. Chin lc quc t................................................................................................11
2.3.1. Nhn hiu Apple :..........................................................................................11
2.3.2. Vn................................................................................................................11
2.3.3. Mt CEO c uy tn.........................................................................................11
2.3.4. To lp uy tn v lun i trc mt bc......................................................12
2.3.5. Chin lc khc bit ho sn phm trong cnh tranh....................................13
2.3.6. Chnh sch bn hng......................................................................................23
2.3.7. Chnh sch gi c...........................................................................................24
2.3.8. Mng li phn phi ca Apple:...................................................................25
2.4. Tnh kinh t ca a im ....................................................................................26
3. Chin lc thm nhp th trng.................................................................................27
3.1. Tng quan:............................................................................................................27
3.2. Phn tch nhng chin lc thm nhp th trng:..............................................27
3.2.1. Lin minh chin lc:....................................................................................27
3.2.1.1. Lin minh chin lc ca Apple & Microsoft:......................................28
a. C s hnh thnh lin minh:........................................................................28
b. Ni dung lin minh Apple-Microsoft:........................................................28
c. Li ch t lin minh:..................................................................................29
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D kinh doanh trong ngnh thuc v cng ngh thng tin lun bin i lin tc, mt
sn phm khi va ra i chun b phi thay th bng sn phm mi u vit hn,
chi ph v R&D l kh cao u t nghin cu v pht trin nhng sn phm to
tnh nng khc bit trong khi gi sn phm ca cc i th cnh tranh li thp
hn nhng Apple ch quan tm n sn xut nhng sn phm c kh nng gy khc
bit, c cng ngh v cht lng cao, c kho ng dng rng ri v hin i nht v
lun a ra mc gi kh cao to s khc bit => V th Apple chu sc p v chi
ph thp.
( a ra v d v gi ca sn phm apple vi li i th cnh tranh chng minh hn
cao hn)
2.2. Sc p t a phng
Apple t chu sc p t a phng bi v:
-
Apple chyn sn xut cc sn phm c cht lng cng ngh cao, kho ng dng
rng ri cho tt c cc khch hng ch khng quan tm n s thch v th hiu ca
tng quc gia ring bit
Apple s dng 2 knh phn phi chnh l bn hng qua mng v cc nh phn phi
chnh thc ti cc quc gia.V vy, Apple c mt knh phn phi rng ln v n
nh trn ton th gii.Apple l trng hp c th ni ngoi l trong quan h gia
nh sn xut my vi nh phn phi. Cc cng ty tun th rt nhiu iu kin cht
ch c th tr thnh nh phn phi chnh thc ca Apple. Tt c cc chnh sch
gi, khuyn mi, quy nh v h thng ca hng, ch bo hnhu phi tun
th theo cc quy nh ca Apple. Trn th gii c nhiu mng di ng tht bi
trong m phn v khng c Apple la chn phn phi my.
-
Lc lng bn
hng trc tip
Ca hng
trc tuyn
Ca hng
bn l
Nh bn l
Ngi mua
cui cng
Ngi mua
cui cng
Ngi mua
cui cng
VAR
Ngi mua
cui cng
Nh bn l
Ngi mua
cui cng
Ngi bn
l
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SME (Doanh
nghip va v
nh)
Nh
bn l
vi
dch v
gia tng
Ca
hng
trc
tuyn
Gio dc
Nh
bn l
vi
dch v
gia tng
Ca
hng
trc
tuyn
Lc
lng
bn
hng
trctip
Ca
hng
trc
tuyn
Cho
hng
Trong :
-
Mc dch v cao
Gio dc
+ C nhu cu v t vn v tr gip
+ Vai tr ca vic t vn l quan trng
+ S dng trong mi trng gio dc cng c mt chiu hng qung co
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Ca
hng
(274)
i l bn l (3000)
Cung
cp
kh
nng
hin
th
Dch
v cao
Ca hng trc
tuyn (36 nc)
Nh phn phi ln
(320)
H
thng
phn
phi
rng
hn
iu
khin
lu
lng
mu
dch
Khng
c s
khc bit
gia cc
vng
Ty
chnh
khi
lng
Hin th
trn web
v ton
th gii
khng
l
cao
Trong :
-
Ca hng:
+ L nhng ca hng chnh (flagship) vi lng hng ha phong ph
+ 95% khch hng khng cn nhc Mac
i l bn l:
+ Phc v cng ng a phng
+ Khng c u t t Apple
+ C kinh nghim v cht lng cao
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Th ba: iStore
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iPod Shuffle mi, iPod Nano "t hon" cng iPod Touch th h th 4 vi cu hnh
tng ng iPhone 4 l b 3 iPod 2010 va c Apple trnh lng gy xn xao cho
th gii gii tr. Mu iPod Shuffle mi, c thit k cc k nh gn vi kiu dng vung
vn.
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4-
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Trang Apple Insider dn li nhn nh ca Brian White, chuyn gia phn tch ca
cng ty chng khon Ticonderoga, "Apple ang quyt tm hn nhiu ngi ngh vi
vic gia nhp th trng thit b nghe nhn". Theo ng ny, mt mu HDTV thng minh
ha hn s c hng ny trnh lng ngay cui nm nay. Nhn nh trn c c t
nhng nghin cu ca Ticonderoga v tnh hnh kinh doanh v u t ca Appe thi
gian gn y. Chi tit v sn phm mi ca Apple cha c tit l nhng chc chn s
mang li nhiu tri nghim hn hn mu Apple TV gi 99 USD hin nay.
y cng khng phi l ln u tin m mt nh nghin cu kinh t a ra d
on v vic Apple ang quyt tm pht trin mt mu TV kt ni mng ca mnh.
Piper Jaffray, mt nh nghin cu ti t Gene Munster, tng a ra tng v vic
HDTV ca Apple trc c mt nm. Tuy vy, v chuyn gia ny li cho rng Apple
s phi mt 2 n 4 nm hon thin sn phm ca mnh. 2012 l khong thi gian
thch hp m theo Piper Jaffray, mu TV Apple s xut hin.
Sn phm tng lai
iPhone, iPad v iPod s dng nng lng mt tri
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Khi nim thng minh ny em chc nng iPad vo trong h thng mn hnh.
Khi mn hnh thng ng, iMac chy h iu hnh y ca Apple v c iu
khin bng chut, nhng khi mn hnh nm ngang, h thng t ng chuyn sang dng
iOS v bin thnh mn hnh cm ng.
iBike
iBike l Xe p thng minh ca Apple khng ch cho php xem nhng thng tin
nh nhp tim, tc , khong cch,... qua iPod, iPhone m cn c s dng giao
tip theo nhm khi p xe cng vi ngi khc.
iKey
S dng iPhone thnh cha kha nh v xe hi (hin nay nhiu ngi s dng
iPhone thay camera b ti, my nghe nhc MP3, thit b chi game,... ).
iPod Shuffle
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Apple s gii thiu phin bn iPod Shuffle nh gn v c th eo trn tai (Apple thit
k tai nghe Bluetooth vi chc nng playback c lp - iHeadset).
Wand Remote
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Khch hng B
Web
Nhn
bit nhu
cu
Nhn
bit nhu
cu
Web
Tm
kim
Tm
kim
Tm
kim
So
snh
So
snh
So
snh
La
chn/
mua
Ca
hng
Kt
qu
Khch hng ln u
La
chn/
mua
Kt
qu
Ca
hng,
ngi
bn
l
Web
Ca
hng
La
chn/
mua
Kt
qu
Mc tiu ca Apple:
+ Mc tiu tng trng:
95% khch hng khng xem xt Apple
Kh nng tng trng mnh i vi sn phm cao cp
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Li ch t lin minh:
V pha Apple:
C thm mt s vn khng nh qua 150 triu USD c phn bn cho Microsoft
xc tin nhng k hoch ca mnh sau ny: chng hn nh vic tung ra cc sn
phm Power Mac G3, Power Book G3 vo 11/1997 cng nh l h thng
AppleStore rt thnh cng ca hng.
Nhn thy Microsoft l mt i tc chin lc v l mt tp on phn mm ln
mnh ang s hu nhng sn phm rt c khch hng a chung v dng ph
bin cc my PC nh b Microsoft Office, trnh duyt Internet Explorer, nn
lin minh vi Microsoft s gp phn em li din mo, tnh nng mi tt hn cho
sn phm PC ca Apple v qua nng cao v th cnh tranh ca Apple trc
nhng i th trn th trng my tnh c nhn nh IBM, Sony,
Lin minh vi mt cng ty tm c nh Microsoft lc by gi s l mt du hiu
tch cc em li mt ci nhn tt hn t pha d lun, khch hng v nh vy
cng s ng gp vo vic gip Apple vt qua giai on khng hong.
V pha Microsoft: Hp tc vi Apple l mt c hi u t hp dn cho tp on
ni ting ny:
Khi mua 150 triu USD c phn ch vi gi mi c phiu khong $6, $7 v sau
ny khi m Apple vt qua thi k kh khn v pht trin tr li th gi c
phiu s tng ng k v ng nhin mang v mt mn hi ln cho Microsoft.
Vic lin minh vi Apple l cu ly mt khch hng tim nng, chin lc trong
tng lai gn. Khi doanh s ca Apple tng tr li th tt nhin l Microsoft cng
s thu c nhiu li nhun hn qua nhng k kt license vi Apple v sau ny
Apple c th tr thnh mt khch hng ln trong vic cung cp cc phn mm
tch hp cng nh cc cng c Microsoft.
Ngoi ra, lin minh chin lc ny cn gip Microsoft khai thc nhng th
trng cn ang b ng chng hn nh vo 1998, Apple tung ra iMac nhm n
khch hng cp trung v cp thpvimt gi tin hp l v ng nhin nhng
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Sn phm tht bi mt cch ton din vi kiu dng bnh thng, chc
nng khng to c s ring bit, tnh nng cn yu km v mt s mng
nh hng n doanh s bn v uy tn thng hiu ca hai cng ty.31
Cng khong thi gian ny, Apple tung sn phm iPod nano (l sn phm
thay th iPod Mini, sau 17 ngy bn c hn 1 triu my. Ipod Nano c
hai phin bn dung lng khc nhau, lu c t 500 n 1.000 bi ht. =>
nh hng nquan h hp tc gia hai bn v Tng gim c Motorola, ng
Edward J. Zandercho rng Apple chi khng p v co buc hng ny
ct t mi quan h vi Rokr.
Thng 1/2006 sau khi lin minh b tht bi, Apple p mt d nh mi trong
lnh vc truyn thng, h lin tc xin c 4 chng nhn, trong c
nhngni dung lin quan n nhc s, in thoi di ng v vin
thng. ng thi trn cho thy Apple ang chun b cho cuc i u trong
th trng in thoi nghe nhc. V ng nh d on, vi bc th nghim
khng thnh cng, Apple tung ra sn phm iPhone nm 2007.
f.
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S lng ca 237
hng
Anh Canada c
29
19
10
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