PHASE 3: IMPLEMENTING THE GLOBAL MARKETING

PLAN
M T PHN KHC KHCH HNG MC TIU
Xc nh th trng mc tiu

Nhm khch hng:

i tng hng ti l gii tr, nng ng c th l sinh vin, hc sinh, nhng
cp i hn h, nhn vin vn phng.
V nhng khch rt thch n bnh, nhng chic bnh ngt hay bnh kem theo
nhiu s thch ca h, v c bit l nhng sn phm bnh c l v nhiu
cht dinh dng bi l nhng chic bnh c ch bin t cc loi hoa.
Khch hng ang cn s dng bnh nh l bnh sinh nht, bnh lm qu
Khch hng cn mt khng gian ngi li thng thc khng gian hoa
lng mng hoc l thng thc hng v c o ca bnh. Bn cnh cn
c nhm nhi thc ung tr t hoa, nhng iu ha quyn vo nhau rt
thch hp mt khch hng chn ni ny thng thc cuc sng.
Nhu cu c bn ca khch hng:
Cn tm mt sn phm bnh ngon ph hp vi s thch v nhu cu hin ti
ca khch hng
Cn tm mt khng gian tt thng thc bnh, thc ung tn hng n
Mong mun ca khch hng:
Ca hng c nhiu loi bnh a dng, nhiu mi v, nhiu hng v, v c
bit l hp khu v vi s thch ca khch hng.
Cht lng ca sn phm phi t c s chuyn nghip ph hp vi gi v
ti tin cng vi mong mun ca phn khc khch hng ca mnh.
Hnh thc bnh phi c trang tr p v ngh thut theo nhiu loi, nhiu
mu sc ph hp khch hng thng thc ci p ng cp cng vi p
ng mong mun lm qu tng ca khch hng
V phn khc khch hng mong mun ngi li ti qun thng thc khng
gian h mong mun c mt khng gian thoi mi vi nhu cu tm trng, trang
tr khng gian nh hng n tm trng, cm xc ca khch hng, bn cnh
khch hng cn mong mun c phc v tt bi cc nhn vin v cc dch
v km theo nh wifi tt, ch ngi tt, a im tt
Yu cu ca khch hng:
Tt c cc khch hng tim nng hay khch hng hin ti tng s dng sn phm,
hay ngi li ti cc ca hng bnhTt c h u mong mun mnh c phc v v
s dng sn phm tt nht. iu tt p th ai cng mong mun tuy nhin iu cng
ty cn tm l phn khc khch hng sn sng chi tr, sn sng s dng sn phm ca
cng ty p ng ci yu cu ca khch hng trong hon cnh ca h. Chnh v quy
m, sn phm cng nh cht lng ca ca hng FCake l nh vo i tng khch
hng trung v thng lu, nhng ngi hon ton c th chi tr v hi lng vi sn

phm v khng gian ca ca hng. V trn th trng c rt nhiu ca hng la

chn, v vy yu cu ca phn nhm khch hng ca mnh l cn cht lng sn
phm, s c o ca sn phm, cch trang tr cng nh khng gian ca ca hng
phi c phi hp vi nhau mt cch hi ha p ng yu cu ca phn khc
khch hng.
Insight ca khch hng: l iu mong mun ct li, trong thm tm su thm ca
khch hng. i khi s dng sn phm v khng gian ca ca hng nhng h mong
mun v yu cu mt iu g khc lin quan trc tip n bn thn ca h, v i
khi ngay c nhng khch hng s dng cng khng suy ngh n, ng c su thm
bn trong quyt nh s dng.
i vi s dng cc sn phm bnh lm t hoa ca chui ca hng th sn
phm lm t hoa th c rt nhiu cht dinh dng cng vitamin rt tt cho sc
khe v lm p, v vy thay v s dng cc sn phm bnh tng t ch
thng thc c v ngon th khch hng cn c th chn sn phm ca ca
hng FCake va c v ngon ph hp li cn c nhiu cht dinh dng bn
trong. Hoc l sn phm c l, dnh cho nhng ngi thch khm ph nhng
sn phm mi.
i vi s dng khng gian kt hp vi thng thc sn phm ca ca hng
FCake, l ca hng c trang tr nhiu loi hoa vi hng thm ha quyn
nh nhng cng vi mt khng gian thoi mi l iu l tng vi nhng
khch hng thch hoa, thch mi hng, mt khng gian tt ngi tr chuyn
hay ngm nhn ng ph qua ca knh, t hp tn dc hay hp hnh
v hc tp
Hnh vi mua hng:
Nhn din nhu cu: nh nghin cu trn, cng ty nhn bit c nhu
cu c bn ca khch hng l nhu cu bn trong (nhu cu c th b kch
thch t cc kch thch bn trong) l nhu cu c bn ca con ngi nh l nhu
cu v thm bnh, nhu cu v thch ci p v thch n nhng sn phm p,
nhu cu v nhng sn phm tin li, gn nh, d n cho nhiu i tng khc
nhau. Hay ni c bn nht chnh l nhu cu phi c n mt ci g . Bn
cnh th cn nhu cu bn ngoi (nhu cu c th b kch thch t cc kch
thch bn ngoi) l nhng sn phm, l ca hng FCake, l qung
co, bng rn, hay trn cc trang web gii thiu uy tn nh foody hay
facebook, l nhng hnh thc m khch hng cha cp thit c nhu cu
nhng c thu ht bi s sang trng, trang tr p ca ca hng, hay c
xem cc sn phm v nh gi cht lng trn cc trang web, cc mng x
hi. y l nhng cng vic m cng ty cn phi lm kch thch khch
hng t bn ngoi
Tm kim thng tin: Sau bc xc nh c nhu cu cn thit i vi mnh,
khch hng s bc qua bc tip theo l bc tm kim thng tin v cc sn
phm, nhu cu mnh ang cn m h cho l tt nht. Thng tin h tm kim s
bao gm nhiu ngun nh l ngun thng tin thng mi (chuyn gia tip th)
hoc l ngun thng tin c nhn (gia nh, bn b, hng xm) Trong khi cc
ngun tin thng mi gip ngi mua c thng tin v sn phm v dch v th

cc ngun tin c nhn li gip h hp thc ha cng nh nh gi v mt sn

phm hay dch v.Mt nghin cu ch ra rng cc bi nh gi trn mng
x hi hay blog c sc nh hng n ngi mua gp 3 ln cc cch tip th
truyn thng. V vy m cng ty lin kt vi cc trang mng thc n ln
m truyn b thng tin n khch hng, v khch hng v nh gi sn
phm ca mnh to nim tin cho cc khch hng tip theo bn cnh nhng
trang web ring ca ca hng nh facebook hay instagram
o lng v nh gi:
giai on ny, ngi mua nh gi cc thng hiu/sn phm khc nhau da
trn nhiu thuc tnh nhm mc ch chnh l tm hiu xem nhng thng
hiu/sn phm vi nhng thuc tnh ny c th mang li li ch m mnh ang
tm kim hay khng.Giai on ny b nh hng nng n bi thi ca ngi
mua hng, "thi t mt ngi vo khung suy ngh: thch hay khng thch
mt vt, tip cn hay trnh xa n".Mt tc nhn khc nh hng n giai on
ny chnh l mc tham gia/th nghim.V d i vi mt khch hng c
mc tham gia cao ( tng s dng nhiu hng ha ca nhiu thng hiu
khc nhau) th ngi ny s nh gi/so snh nhiu thng hiu khc nhau;
ngc li i vi mt ngi c mc tham gia thp th ngi ch s nh
gi mt thng hiu duy nht. V vy ti y cng ty s c so snh vi
nhng i th cnh tranh trong ngnh, th ti y cng ty s tp trung lm hi
lng thi ca phn khc khch hng mc tiu ca mnh thi, khng th no
lm hi lng tt c mi ngi
Mua hng:
Giai on mua hng b nh hng bi hai yu t, yu t th nht l quan im
ca ngi khc v mc sn lng nghe theo cc quan im ny ca ngi
mua. Theo y, th cng ty nn thc hin cc chnh sch nh l u i hay
khuyn mi khi khch hng c gii thiu nhng khch hng mi n ca hng,
bi v li khuyn ca bn b, ngi thn rt nh hng n quyt nh mua
hng ca nhng khch hng tim nng. Yu t th hai c tc t bn ngoi
mi trng nh tnh hnh suy thoi kinh t, suy gim tin lng hay cc yu t
bt ng khc iu ny cng ty kh c th ngn chn tuy nhin c th phng
nga bng cc phng n d tr khc ty theo tnh hnh m linh ng
Hnh vi sau khi mua hng:
Cc hnh vi sau khi mua ca khch hng v cch gii quyt ca doanh nghip
s c nh hng rt ln n vic gi khch hng. Trong ngn hn, sau khi s
dng v kho st cng nh so snh sn phm ca cng ty vi cc sn phm
khc ca cc i th cnh tranh, khch hng s cm thy hi lng hoc khng
hi lng. Cm gic hi lng hay khng hi lng u nh hng ln n gi tr
vng i ca khch hng vi doanh nghip (vic h c tip tc mua hng
ca doanh nghip trong tng lai hay khng).Nu mi vic i theo hng
tch cc, khch hng cm thy hi lng vi sn phm th h s ny sinh mt
lng trung thnh vi thng hiu v ri giai on tm kim thng tin cng nh
o lng - nh gi s din ra mt cch nhanh chng hoc thm ch b b qua
hon ton.Suy cho cng mc ch cui cng ca tt c cc doanh nghip l to

dng lng trung thnh vi thng hiu trong mi khch hng. Du theo hng
tiu cc hay tch cc, th cng ty cng cn phi thn thin v x l mt cch
khn ngoan nht, c bit l cc mng phc v khch hng. V khuyn khch
khch hng ng gp kin cng nh l tn trng hoc u i cho khch hng
to mi quan h thn thin lng nghe vi khch hng.
Khch hng c th tm thy hoc tip cn doanh nghip cc knh nh:
Qung co trn cc din n trn mng x hi
Trn bo, tp ch
Trn mng x hi nh Facebook, Instagram
Lin kt vi foody.

M T SN PHM
1. M t sn phm

a) Sn phm theo tng: Bnh hoa

Cc loi bnh c lm t bt m trn chung vi chit xut t nhin t cc
cnh hoa ti Lt: hoa hng, hoa oi hng, hoa cc, hoa hi, hoa phc
bn t, , mang n cho thc khch nhng hng v c o. Bnh va c
v ngt ca mt ong, vani, phomai, socola, li va mang mi thm du mt,
sng khoi t cc loi hoa. Nm tng ming bnh, thc khch c th tng
tng mnh ang ng gia vn hoa Lt ngo ngt.
b) Sn phm hin thc

Nhn hiu FCake: FCake l ch vit tt ca Flower Cake. Ngay t

nhn hiu ca ca hng, thc khch c th bit c c im ni
bt ca sn phm. l nhng chic bnh rt c bit, c ch bin
t chit xut ca cc cnh hoa ti Lt.

Kiu dng: Ty vo tng loi bnh m c cc kiu dng khc nhau

 Bnh kem hoa: Hnh trn, bn trong l bnh bng lan hng hoa,
bn ngoi c ph mt lp kem, mu m do ca hng thit k hoc
c lm theo n t hng ca khch hng
Bnh pudding hoa: bnh c ng trong h thy tinh, gip cho
bnh lun ti ngon v khng b gim cht lng.
Bnh cookies hoa: nhng ming bnh gin rm vi nhng hnh dng
khc nhau: hnh hoa, hnh nhn vt ng nghnh, hnh n gin.
Bnh cupcake hoa: nhng chic bnh hnh ly d thng.
Bnh donuts hoa: bnh hnh vng.
Bnh crepe hoa: bnh c mu sc nh vng, v bnh nng hi, hnh
nan qut.
Bnh pancake hoa: bnh hnh nhng nh nhng chic cho.

Gi c: Ty tng dng sn phm, hng hoa, hng v hay nhng

mn thm vo nh socola, hnh nhn, mt tri cy,m cc loi
bnh c cc mc gi khc nhau. Gi c ph hp vi mi i tng
khch hng, t tr em, sinh vin, nhng ngi c nhu cp cao hay
thp, khch nc ngoi,.

Cht liu: lm ra mt chic bnh cn nhng nguyn vt liu,

dng c di y
Nguyn liu chnh: Bt lm bnh, trng, b, kem, phoomai, ng,
mui.
Ph gia: men n, bt n,
Cc loi mt, ht, nhn bnh: mt du, cam, nho, vit qut, ht hnh
nhn, socola, iu,.
Hng liu: cnh hoa ti c nu c c, hoa hng, hoa cc, hoa
oi hng, hoa hi, hoa phc bn t,.

Bao gi: Mi loi bnh c ng gi theo hp ring, ty vo hnh

dng v kch thc m bo cht lng bnh lun ti ngon,
bnh khng b bin dng. Hp ng c lm bng nha v c
thit k ring cho ca hng. Trn hp c nhn hiu ca ca hng
cng nh a ch v thng tin lin lc ca ca hng.

Khng gian qun: Khng gian qun c thit k theo phong cch
trang trng, tao nh, c trang tr bi cc loi hoa Lt, nh
mang n c mt vn hoa Lt cho khch hng. y, khch
hng va thng thc nhng ming bnh ngon, khng gian nn th,
yn bnh, va c th c sch hay hc bi, ni chuyn cng bn b.

Tr hoa: Bn cnh nhng chic bnh lm t hoa, ca hng cn phc

v tr hoa cho thc khch. Tr hoa bi, tr hoa nhi, tr hoa atiso.
Mi loi tr c nhng cng dng ring, rt tt cho sc khe v dinh
dng hng ngy.

c) Sn phm b sung

Th thnh vin: Ca hng thit k th thnh vin dnh cho khch hng thn
thit ca ca hng v c hng nhiu u i c bit, ch dnh cho
nhng ai c th: tch ly im cho mi ln mua sn phm, c tng qu
sinh nht, c hng khuyn mi trong thng,.

t hng: Ngoi nhng chic bnh do ca hng t thit k, khch hng

cng c th t lm bnh theo mun ca mnh. Mu bnh do t tay khch
hng thit k lm qu tng hay cho nhng dp c bit nh sinh nht,
ngy k nim,

Dch v giao hng tn ni: Ngoi phc v khch hng mang i, khch
hng thng thc bnh ngay ti ca hng, ca hng cn giao hng tn ni
cho qu khch.

Dch v bn hng online: Khch hng c th t bnh hoc mua bnh thoe
ch dn trn trang online chnh thc ca ca hng www.fcake.com.vn. Ti
y nhn vin s tip nhn n hng ca qu khch v phc v tn tnh.

Cc chng trnh u i, khuyn mi: Ca hng t chc nhiu chng

trnh u i, khuyn mi trong nhng dp c bit nhm tri n khch hng.
Khuyn mi ngy khai trng ca hng, u i cho cc khch hng thn
thit, khuyn mi nhng ngy l k nim, nhng dp c bit trng nm.
Ngoi ra, ca hng cn t chc cho khch hng dng th sn phm i vi
nhng sn phm mi m ca hng sp pht hnh.

T chc s kin: Ca hng t chc cc s kin c sc nh ngy thnh vin

dnh cho khch hng thn thit, t chc cc bui tm hiu v m thc bnh,
v cc loi hoa s dng trong m thc, hay nhng s kin khch hng c
th t tay lm ra nhng chic bnh hoa cho ring mnh.

2. Cc dng sn phm
STT
1

Dng sn
phm
Bnh kem
hoa

Tn sn phm
Bnh kem hoa 1 tng

Gi

u i

200.000/ci

( c nh; bk 10cm)
Bnh kem hoa 1 tng

250.000/ci

(c va; bk 15cm)
Bnh kem hoa 1 tng

300.000/ci

(c ln; bk 20cm)

Bnh
pudding

Bnh kem hoa 2 tng

350.000/ci

Pudding hoa hng

35.000/h

Pudding hoa hi
Pudding hoa phc bn t
Pudding hoa cc
Pudding hoa oi hng
3

Bnh
cookies

Cookies hoa hng socola

Cookies phc bn t
socola
Cookies oi hng socola
Cookies hoa hng hnh
nhn
Cookies oi hng hnh
nhn
Cookies hoa cc vit qut
Cookies hoa cc mt ong
Cookies hoa hi mt nho

60.000/100gr 100.000/200gr

Bnh
cupcake

Cupcake cream chese oi

hng

20.000/ci

100.000/6 ci
160.000/12 ci

Cupcake hoa hng mt

nho
Cupcake hoa cc vit qut
Cupcake hoa cc mt ong
Cupcake hoa hng socola
Cupcake hoa hng hnh
nhn
Cupcake oi hng hnh
nhn
Cupcake mt ong hoa cc
Cupcake hoa hi mt nho
Cupcake mt du oi
hng
5

Bnh
Donuts

Donuts hoa hng hnh

nhn

15.000/ci

75.000/6 ci
110.000/10 ci

Donuts hoa hng socola

Donuts oi hng hnh
nhn
Donuts hoa hi hnh nhn
Donuts mt ong hoa cc
Donuts mt nho hoa cc
Donuts vani hoa cc
Donuts kem hoa hng
6

Bnh crepe

Crepe hoa hng

30.000/ci

80.000/3 ci
140.000/6 ci

Crepe hoa cc

Crepe hoa hi
7

Bnh Pan
cake

Pan cake hoa hng

15.000/ci

75.000/6 ci
110.000/10 ci

Pan cake hoa cc

Pancake oi hng
8

Tr hoa

Tr hoa bi

80.000/m

Tr hoa nhi
Tr atiso
3. Vng i sn phm:
a) Giai on gii thiu:
Lng tiu th tng chm v khch hng cha nhiu
Chi ph rt cao
Li nhun cha c
Cnh tranh thp
Sn phm: hiu chnh sn phm, tng cng kim tra cht lng.
Gi c: Gi ht vng hoc gi thm nhp, gi khu vc.
Phn phi: c gii hn (chn lc)
Xc tin: Hng n khch hng tin phong. S dng qung co, thng tin
v khuyn mi.
b) Giai on tng trng:
Lng tiu th tng nhanh.
Chi ph n v gim nhng khng nhiu
Li nhun tng.
Cnh tranh tng.
Sn phm: Sn xut hng lot, a dng ha, ci tin k thut, tiu chun ha
sn phm.

 Gi c: Gim thu ht khch hng.

Phn phi: M rng v mnh. D tr hng cung ng kp thi.
Xc tin: To s a thch cho khch hng thng qua cc phng tin truyn
thng, qung co thuyt phc.
c) Giai on bo ha:
Lng tiu th tng chm li
t c hiu qu gia tng theo quy m.
Lng tiu th v li nhun ln nht.
Cnh tranh n nh
Sn phm: a dng ha kiu dng, nhn hiu,
Gi c: c s co dn cho nn phi a ra gi cnh tranh.
Phn phi: pht trin hn na.
Xc tin: Qung co thuyt phc v nhc nh, nhn mnh s khc bit.
Khuyn mi hng n nhng i tng khch hng khc.
d) Giai on suy thoi:
Lng tiu th gim nhanh, nguy c tn kho nhiu
Khch hng nhm chn sn phm
Cnh tranh tng ln do sn phm thay th.
Sn phm: loi b mt hng khng hiu qu.
Gi c: gim.
Phn phi: chn lc v loi b.
Xc tin: gim n mc thp nht.