CC CHIN LC SN XUT

Dn u v chi ph
Li nhun thng qua gi khc bit ha
Li nhun thng qua tp trung
p ng nhanh

Dn u v chi ph: Chi ph sn xut v hot ng ca doanh

nghip mc thp nht gi thnh sn phm, dch v thp.
Hng ti cc khch hng trung bnh hoc a chung sn phm
gi c phi chng.
u th
- Sn xut sn phm vi gi
c cnh tranh
- To ro cn thm nhp th
trng

Ri ro
- Cng ngh duy tr chi
ph thp c nhiu ri ro
- D b sao chp chin lc,
m hnh sn xut,
- C th khng ch n
nhu cu v th hiu ca
khch hng

Nm 1984, tui 19, Micheal Dell thnh lp hng my tnh

Dell, vi tm nhn n gin rng my tnh c nhn c th c to
ra da theo n t hng v bn trc tip cho khch hng. Dell
tin rng cch tip cn ca mnh c 2 li ch: b qua cc nh phn
phi v i l cng nh ct b chi ph b n ln do nhng ngi
bn l, t hng gip gim thiu chi ph v ri ro lin quan n
vic vn chuyn cc linh kin, b phn hay sn phm hon chnh.
Chin lc ca ng l bn trc tip cho ngi dng. Bng
cch xa gi ca cc nh bn l, Dell c th bn cc my
tng ng my ca IBM (c nhng chc nng ging ca
IBM, s dng nhng thnh phn ging hay tng t) vi gi
ch bng 40% gi ca my tnh IBM.

 n cui nm 1986, doanh s bn hng t 33 triu USD.

Xu hng ngi tiu dng gn y l t b nhng dng my t
tin vi mc gi truyn thng t 2000 USD - 3500 USD, thay vo
l nhng chic my tnh c nhn gi r, tc x l mnh v
c trang b tt. Dell n nay l dng my ng tin cy vi
mc gi hp dn, nh tit kim ti a chi ph sn xut v hot
ng.

Khc bit ha: DN lm khc bit sn phm v dch v ca mnh,

to ra im c o ring bit c ch ng v gi tr cao trong
tm tr khch hng. Hng ti khch hng chp nhn tr gi cao
cho sn phm hoc dch v tt.
Apple vi chin lc sn xut cc sn phm cng ngh vi thit
k sc so, cht liu tt, tch hp y cc tnh nng ca mt
sn phm cao cp nh iPhone, iPad, iPod, Biu tng tri to
khin cho cc sn phm ca Apple tr nn c nht, khng th
nhm ln.

p ng nhanh: 60 Second Service ca McDonalds Nht: nu

khch hng phi i qu 1 pht mi c thc n th s c mua
mt burger min ph.