I.

nh ngha: Chuyn bit ha l lm vic c tnh chuyn nghip cao, tp trung mi ngun lc chuyn su v mt sn phm hoc mt dch v khc bit p ng nhu cu ca khch hng lnh vc m cng ty cung cp. (Ko chc v nh ngha, cha , v cha ph hp lm) C th ly mt vi v d:
+ Nm 1991 Nokia t b mi th tp trung chuyn bit ha vi

in thoi di ng.
+ 1985 Intel t b kinh doanh chip b nh tp trung vo b vi x l. + Fedex Express tp trung mi ngun lc cho 1 dch v duy nht

chuyn pht nhanh trong mt m v ch p dng cho th t. II. c im ca chuyn bit ha: 1. Ch tp trung cao , chuyn su, t trnh cao v mt lnh vc duy nht: Nhiu cng ty c hot ng tng hp, h mun bn mi sn phm cho mi khch hng, xem l s bao ph th trng. Trn l thuyt th iu ny rt thuyt phc, nhng thc t th khng lun em li kt qu, bi v khch hng lun c khuynh hng cho rng cc chuyn gia lun vt tri hn trong lnh vc ca h. iu th hin khi khch hng c nhiu la chn, h s mua sn phm t mt thng hiu kinh doanh chuyn bit hn l thng hiu tng hp. Chuyn bit ha l mt phng php qun tr hiu qu bi v khch hng c xu hng cho rng cc chuyn gia lun thng tho hn nhng ngi khc. Tuy nhin, sn phm tr thnh chuyn bit ha, cng ty phi tp trung cao vo mt sn phm duy nht lm i lm li nhiu ln cho n khi to ra sn phm hon ho nht, khng c lan man qua cc lnh vc khc khng lin quan l nguyn l ca s chuyn bit ha. Khi cng ty tr nn chuyn bit ha mt sn phm th h s chuyn su v thnh tho v tt c cc c tnh v sn phm , ng thi h cng phi tri qua tt c cc sai lm m bt c cng ty no gia nhp vo ngnh u c th mc phi. V

vy m cng ty chuyn bit ha hc hi c nhiu kinh nghim v nng lc tin hnh nhng ci tin cn c tng cng hiu qu. Cng ty s bit tt c nhng g thun li cng nh cn tr trong lnh vc chuyn su ca mnh. chnh l u th ca cng ty khi chuyn bit ha. Phi ni rng chuyn bit ha khng hn l chin lc tt nht nhng r rng y l l trnh a sn phm cng ty tr nn hon ho. 2. Chuyn bit ha phi nh i, hy sinh nhiu th: Chuyn bit ha l vic khng d dng, cng ty phi bit hy sinh nhiu th, ngay c nhng th m bn hon ton c th lm c. Nu cng ty mun chuyn bit ha, phi hy sinh 9 trong 10 th cng ty c th lm, c tr nn vt tri vi 1 th duy nht. l nhng g Nokia lm trong nm 1991, h t b mi th tp trung chuyn bit ha vi in thoi di ng. H chp nhn b i nhng hot ng khc. Nokia l thng hiu s 1 trong lnh vc in thoi di ng bt cp s cnh tranh khc lit ca Motorola, Samsung, hay Sony Ericsson,Cn Intel l chuyn gia ca s chuyn bit ha. H t b vic kinh doanh chip b nh ch tp trung vo b vi x l trong nm 1985. y l mt ng thi nhiu ri ro, nhng kt qu ca s chuyn bit ha cho php h tr nn thc s thnh cng. Intel bt u c nhnh nhn l sn phm thc s tt n mc m nhiu ngi rt lng l khi chn mua mt my tnh m khng c ci nhn Intel inside dn trn my. (cha thy r c h phi hy sinh v nh i nhng g, ch ni chung chung) 3. Chuyn bit ha to ra t sut li nhun cao hn: Cc cng ty chuyn bit s thu c nhiu li nhun hn. Cc cng ty chuyn bit thng c xu hng thu c nhiu li nhun trong di hn. Tuy khng c mc doanh thu cao nh cc cng ty a ngnh, nhng t sut li nhun ca h c xu hng cao hn. C th thy doanh thu ca Nokia t thng 12/1995 n thng 12/2006 l 320 t $, li nhun rng l 48 t $, t sut li nhun ln n 15%. General Electric tng li nhun bnh qun ln gp gn 15 ln vi trn 14 t USD/ nm, mt k tch him c trong lch s kinh doanh ti M vo u thp k 1990. 4. Gy dng c thng hiu vng mnh:

Mc d t khi Dell mi ra i, y ch l mt cng ty nh b t trong garage ca gia nh cha m chng trai Michael Dell. Nhng cng ty ny tp trung mi ngun lc hu hn m h c nhm vo mt im duy nht: bn sn phm my tnh theo cch trc tip. Nh chuyn bit ha m Dell nh bi mi i th ln khc tr thnh thng hiu s 1 trong nhiu nm lin. Vo nm 1983, FedEx Express to nn lch s trong ngnh kinh doanh khi tr thnh cng ty M u tin t c ct mc doanh thu 1 t USD sau 10 nm thnh lp m khng thng qua vic tip nhn hay st nhp vi cng ty khc. Nhng thnh qu xut sc ny gip FedEx Express c nhn rt nhiu gii thng v danh hiu. Nm 1990 FedEx Express tr thnh cng ty u tin t c Gii Thng Cht Lng Quc Gia Malcolm Baldrige trong lnh vc dch v, chng nhn ISO 9001 cho tt c cc lnh vc kinh doanh trn ton cu vo nm 1994, tr thnh cng ty chuyn pht nhanh ton cu u tin nhn c chng nhn ny trn ton h thng cng mt thi im. Nm 2008, FedEx Express c tp ch Fortune xp th 6 trong danh sch nhng cng ty ni bt v ng u v lnh vc dch v khch hng qua cuc kho st ca Harris Interactive Reputation Quotient. 5. To tin , nng lc pht trin thnh thng hiu ni ting ton cu: Trn thc t cc thng hiu a ngnh cng xut pht t thng hiu ring bit. Mt tp on c ton th gii ngng m l General Electric (GE). GE l cng ty do Thomas Alva Edison nh pht minh ra bng n in thnh lp t nm 1876. Lc ban u, GE rt tp trung vo s chuyn bit ca mnh, v iu ny gip h tng trng nhanh chng quy m khng l v h s dng li th ny a dng ha ngnh ngh, lnh vc hot ng. Thc t, c nhiu thng hiu a ngnh xut pht t v th ca mt n v chuyn bit. H ch a dng ha hot ng sau khi mnh trong lnh vc chuyn bit ca h Hin cng ty ang c 15 lnh vc hot ng nh sau:

1. Thit b gia dng: GE l mt trong nhng n v sn xut ln nht th gii v lnh vc ny, cc thng hiu nh Monogram, GE Profile TM, ... 2. Hng khng gia dng: GE l nh cung cp hng u th gii trong dch v hng khng v sn xut ng c my bay. Sn phm ca h c cung cp cho cc t chc thng mi, qun s v c ngnh hng hi. 3. in t tiu dng. 4. Thit b phn phi in: GE c nhng thit b tch hp nhiu chng loi, cc h thng phn phi v cc gii php qun l in cho dn c, cho thng mi v cho cng nghip. 5. Nng lng: GE cho bn cc sn phm v dch v nng lng cho 120 quc gia, l sc sn phm than , du m, gas t nhin, nng lng ht nhn, cng ngh nng lng s dng nc v gi. 6. Ti chnh kinh doanh: B phn GE ti chnh thng mi phc v cc khch hng trn hn 35 quc gia vi cc dch v : cho vay, cho thu ti chnh, hoch ch ti chnh, bo him thng mi, 7. Ti chnh ngi tiu dng: B phn GE Monkey l mt n v hng u vi dch v cho vay c nhn, cm c v hn th na. H phc v nhng ngi tiu dng, nh bn l, nhng thng nh v ngi nhn cm c trn ton cu. 8. Chm sc sc khe: GE cung cp lun c v cng ngh v dch v y t vi cng ngh x l thng tin v hnh nh chun on v phn tch dc phm. 9. Thit b chiu sng: K t ngy Thomas Edison pht minh ra bng n dy tc. GE cng gp phn thp sng c th gii. H vn ang cung cp hng lot cc thit b chiu sng cho ngi tiu dng, cho th trng thng mi v cng nghip, vi thm nin 131 nm. 10. Truyn thng v gii tr: GE s hu NBC Universal, mt cng ty truyn thng v gii tr. Cng ty ny chuy thc hin cc nghip v pht trin, sn xut, v marketing cho truyn thng, tin tc trn ton th gii. 11. Du kh: GE cung cp cc sn phm, dch v v cc gii php ton din vi cng ngh ng cp ton cu cho ngnh du kh.

12. Plastics: GE cho bn plastic c ci tin v thn thin vi mi trng, v cc nguyn vt liu khc. 13. ng st: GE cng l nh cung cp hng u cho ngnh ng st th gii, l n v tin phong trong cng ngh u my v qun l vn hng ng st, rt c li th xt v mt kinh t v sinh thi. 14. An ninh: H thng an ninh ca GE pht trin trn 30 quc gia. 15. Nc: (Ko cn ni 15 ci ny, n ch thm di dng m ko b sung thm ngha j) 6. Chuyn bit ha to nn mt th mnh cnh tranh mi: C th khng nh rng chuyn bit ha l iu bt buc i vi nhng cng ty nh. Mt cng ty nh vn c th nh bi mt i th ln hn nu cng ty tp trung vo mt im tt nht l im m i th yu hn khi so snh mt cch tng i. Vic i hi phi c s chuyn bit ha. Nu khng nh cng ty l chuyn bit ha, khch hng c th chp nhn quy m nh b ca cng ty. Bi v bn cnh vic cng nhn u im ca mt chuyn gia, khch hng cn c xu hng cho rng cc n v chuyn bit thng nh gn, mc d iu ny trn thc t cha hn l ng. Khi FedEX mi hnh thnh, h ch l mt cng ty nh so vi Emery Air, nhng FedEX tp trung mi ngun lc cho mt dch v duy nht chuyn pht nhanh trong mt m. V dch v ny ch p dng cho th t, ch khng phi i vi mi hng ha. FedEX chuyn bit ha. V h khng nhng ginh chin thng trong trn pht th, m cn ginh chin thng hon ton trc i th Emery Air. III. Yu cu ca sn phm chuyn bit ha: 1. Khc bit ha trong sn phm: c th tn ti v ng vng trn th trng i hi cng ty phi c mt sn phm hay dch v vi nhng c tnh, li ch ni bt, p ng tt nhu cu khch hng. Hn th na, sn phm hoc dch v phi vt tri hn i th cng loi th mi c th thu ht c s ch , quan tm, tin tng v s dng ca khch hng. Nu sn phm ca cng ty ng nht vi th trng cng ty s khng th cnh

tranh c vi nhng tp on ln cng lnh vc ang chim lnh phn ln th trng lm cho hiu qu kinh doanh km dn n s tht bi v b o thi khi th trng. FedEx Express xut pht t nhng l th chuyn qua m, v l cng ty chuyn pht nhanh u tin xc tin cung cp vic vn chuyn ng gi thu m v giao nhn trc 10h am hm sau, FedEx Express cng l cng ty u tin a ra dch v chuyn hng theo gi xc nh v cam kt hon tr hoc vn chuyn li min ph. Cc sn phm ca FedEx Express bao gm dch v vn chuyn quc t theo n hng tn nh, theo thi gian xc nh v c cc gi hng i hi tnh cp bch, qu tng gp, cc thit b phc v khoa hc d v, hng ho cng knh v c tnh nguy him. Mi gi hng c chuyn i c FedEx Express kim tra trung bnh 17 ln/chuyn nhm m bo rng khch hng c th d dng theo di v tr chnh xc ca tng gi hng thng qua kim tra Email, truy cp Internet, hoc gi in trc tip 24h/ngy. FedEx Express lun xem vic vn chuyn mi gi hng nh th l ch c duy nht 1 gi hng c vn chuyn trong ngy. 2. Gi c hp l: Khch hng lun quan tm v s nh i gia chi ph b ra v li ch m sn phm em li cho mnh. Chnh v vy m cng ty cn phi cn nhc, tnh ton sao cho gi c ca sn phm ph hp so vi nhng li ch m sn phm mang li v phi c khch hng chp nhn. Gi c l mt trong nhng yu t quan trng nh v sn phm trn th trng. 3. Khai thc th trng ngch: C nhng th trng ngch m xe ti khng th i vo, nhng vi u th ca mnh th xe nh c th vo c. Trong kinh doanh cng vy cng ty cn to ra nhng sn phm nh vo nhng khong trng ca th trng m khng c s cnh tranh hay cnh tranh khng cn hiu qun na. Ch nh th th chin lc chuyn bit ha sn phm dch v ca cng ty mi thnh cng.

B Gii thiu v mt thng hiu c th: Khi ngh n mt thng hiu thnh cng hn rng mi ngi s ngh ngay n Coca-cola. N lc t i mi mnh trong hn mt th k, Coca-cola tm n vi nhiu thng hiu khc nhau gi vng biu tng ca s tin cy, s c o vn c v s sng khoi tuyt vi vi s lng gn mt t chai bn ra mi ngy Vy iu g lm nn s thnh cng ca coca cola? T cu chuyn hng v Coca-cola cho ra mt rt nhiu nhn hng mi nh Coca-cola, Fanta, Sprite, Minute Maid, Fresca, Coke, Cherry Coke. Cho n nay, c ti hng trm nhn hng khc nhau ca cng ty Coca-cola phc v s thch ca mi i tng khch hng. Sn phm ra i vi ci tn Diet Coke c rt nhiu ngi tiu dng a chung. T nm 2002 2004 Coca-cola cho ra i 4 loi sn phm khc nhau l Vanilla Coke, Diet Vanilla Coke, Diet Coke with Lemon, v u nm nay (l nm no - c th ) l Diet Coke with Lime u thu c thnh cng ng k. Thng 2/2005, cng ty Coca-cola li cho ra mt sn phm Diet Coke, sn phm nc khong c gas t ngt vi cng hng v nh Pepsi One. Thng 3/2005, mt sn phm n king na c ra mt l "Coca-cola Zeron. Tip n l mt sn phm "Diet Coke Plus" c xem l li cho sc khe v b sung thm vitamin B5, Bi2, Magi, Niaxin, KmCc sn phm u t c nhng thnh cng ng k nh to nhng khc bit v hng v vi nhng sn phm khc trn th trng. Tuy nhin, tht bi ln nht ca coca-cola l new coke. Sn phm ny c tung ra da trn nhng nghin cu v s thch ca ngi tiu dng v hng v ca Coke v Pepsi (i th chnh ca Coca-cola). Khi New Coke xut hin, hng Coca-cola hp bo v thng bo rng: t gi tr i s khng cn sn phm Coke truyn thng na, thay vo l mt sn phm New Coke ngt hn v nh nhng hn. Ch trong vng 24 ting ng h k t khi hp bo (Ngy 23/4/1985), 81% dn s nc M bit thng tin khng cn sn phm truyn thng na. Tun tip theo, 40.000 l th bay

ti tr s ca Coca-Cola, mi ngy c ti 1.000 c in thoi phn nn v cht lng sn phm mi. Gi c phiu ca Coca Cola tt gim thm hi, ti 13,6% mt con s ti t nht trong lch s pht trin ca hng. Cc qung co trn truyn hnh ca Pepsi-Cola chy dng ch 50% nhng ngi ni thch Coke thc s ang chn Pepsi. Cu ni ny nhanh chng c hiu thnh mi bn ang c s quan tm ca 50% ngi tiu dng v hn ht, mt tht bi ln cho Coca-Cola rng phn ln mi ngi khng phn bit ni v Coke v Pepsi. 87 ngy sau khi New Coke xut hin, cng thc c in ca Pemberton Cha ca Coca Cola tr li trn gi bn ti cc ca hng, siu th trong dng chai c in vi tn gi Coca-Cola Classic. Hai loi sn phm ny c bn cng lc vi nhau trn th trng v sau mt thi gian, New Coke phi rt lui v CocaCola Classic tr v tn hiu c Coca-Cola. ngha ca mt thng hiu ch gii hn trong cm nhn v v l mt iu hon ton sai. Nh mi nhn hiu ln khc, s i din ca thng hiu c ngha quan trng hn nhiu so vi cch din t sn phm. Nu bt k thng hiu nc no c gn vi mt th g mi, th phi l Pepsi ch khng phi l CocaCola (mc d Pepsi ra i ch sau Coca mi nm). Sai lm ny ca Coca-Cola tr thnh bi hc kinh in trong pht trin thng hiu v trong cun sch v marketing. Theo Jack Trout, tc gi cun sch Khc bit hay cht, marketing l cuc chin ca nhn thc ch khng phi ca sn phm. ng tr thnh bn sao ca i th. Khi to ra New Coke, Coca-Cola o ngc hnh tng gc ca mnh vi mong mun lp i hnh tng ca Pepsi. l bt ngun sai lm ln nht ca cng ty. n cu chuyn kiu dng Thng hiu hng u th gii Coca-cola c xem l mt biu tng mang li s sng khoi cho tt c mi ngi. Kiu dng quen thuc v ni bt ca chai

Coca-cola cng nh s khc bit ca nhn hiu tr thnh mt phn cuc sng ca ngi tiu dng. Tht vy c mi pht trong mi ngy li c mt ngi ung mt trong nhng sn phm ca Coca-cola nh Coca classic, Diet Coca, hoc Cocalight vi nhiu mi nh vm, anh o hoc chanh. Ni ting chng km cnh thng hiu Coca-cola d l mt phn to nn thng hiu y l chai Coca-cola, c gi vi ci tn chai cong cng c lch s pht trin ring. Chai coca-cola ra i nm 1984 mt ca hng bnh ko ti Vicksburg, Mississippi khi c sng kin Coca-cola vo chai em bn khch hng c th mang v nh, thay v bn cc nh trc y. Nm 1984 vic ng chai coca-cola c chnh thc thng qua. Nm 1909, gn 400 cng ty ng chai Cocacola i vo hot ng. Thi gian sau, cc c s ng chai lo ngi kiu chai thng d b tut tay, nht l vo ma h nhiu m hi, lin hp nhau yu cu cc nh sn xut chai thy tinh gp kin cho ra kiu chai mi. V t , mu chai cong chnh thc ra i. Nm 1916, ngi ta a mu chai cong vo sn xut i tr. Chai cong l mt trong s t loi chai l ng gi c cp bng sng ch bi Vn phng Cp bng sng ch M. Nm 1920, mu chai cong ca Dean tr thnh mu chai tiu chun ca cng ty Coca Cola. Ngy nay, nhng chai Coca-cola tr thnh biu tng d nhn thy nht trn tri tk c trong bng m. Nhng nm u thp nin 1920, hn 1.000 c s ng chai c mt trn khp nc M. Nm 1923, ngi ta cho ra mt mt hp giy vi 6 chai. Vi nm sau, Coca-cola c ng vo cc lon kim loi gi lnh lu. Coke lon l c s cho ra i cc my bn hng t ng sau ny. T , Coca-cola vt khi bin gii nc M n vi nhiu nc trn th gii vo nhng nm 1930. Vic to ra mt mu chai ring lm cho thng hiu Coca-cola em n s thnh cng vt bc. Ti thi im chin tranh th gii II din ra, Coca-cola c mt 44 quc gia. Nhng nm 1950, Coca-cola ng lon ra i nhanh chng tr thnh thng dng. Nm 1997, chai nha cong cng kiu dng vi loi chai ni ting ra i sau mt vi th trng th nghim c a ra lu hnh rng ri. Loi chai nha

thanh mnh v cao 300ml bt u xut hin ti Australia nm 2006 vi gi 2 la c c gii tr yu thch, sau chnh thc thay th cho loi chai c c dung tch 355ml. Coca-cola ng k nhn hiu trn hu nh khp cc nc ton th gii vi ci tn Coca-cola (c gch ngang) ch khng phi l Coca Cola. ng k ti M nm 1893, ti Anh nm 1922. Ch Coca-cola dng vit tay trn logo c gi s sch cho ng John Pemberton l Frank Robinson tho ra. Mu ch ny cho n nay vn gn lin vi logo ni ting nht th gii. Nm 2007, logo trn thn chai v lon c thay i, gi nguyn mu truyn thng v dng v c bn nhng xa bt nhng chi tit cu k, ch cn li logo v di la mu trng gi l di la nng ng. Ngoi ra, cho php tt c cc chi nhnh trn ton cu c th truy cp v trc tip iu chnh thit k, chin lc marketing theo ca khch hng cho hng trm thng hiu con vi nhng hng dn sn c trong thng hiu m, Coca-Cola a ra trang web cng c thit k ni b Design Machine. Vi cng c mi Design Machine, Coca-Cola Enterprises, nh phn phi v cng ty ng chai ln nht ca Coke M to ra n 700.000 mu lon theo ca khch hng v hy vng c th a ra thm hn 50% mu lon na trong nm ti nh vo trang web ny. Hin nay, ch cn mt ngi ngi ti bn vi my tnh vn phng, truy cp vo trang web Design Machine tm kim cc layout thit k ph hp, chnh sa li hnh nh v ngn t thch hp t by ngn ng. Sau , chuyn tp tin ny n nh my in Coca-Cola nhng mu thit k s n ca hng ngay trong ngy. Cng c thit k trc tip mi ny gii quyt c bi ton hc ba v thit k ti Coca-Cola: lm th no nhng mu thit k va mang mu sc v phong cch ca mi a phng ni coke c mt, va cn bng chin lc ton cu ha ca cng ty. V logo, Mu logo Coca-cola u tin c thit k vo nm 1885 vi tng 2 ch C trng s rt p trong qung co, Robinson a ra ci tn CocaCola v dng kiu ch tho ca n lm logo cho hng. S phi hp gia mu trng v mu trong mu logo Coca-Cola gi c s gin d v c o quyn r nhng tm hn tr trung. Ngay c hnh dng chai Coca-Cola cng tng trng

cho Lng nhit huyt tui tr chu M. K t , nhiu thit k mu dng cho Coca-cola c a ra trong sut c thp k qua. Nhng ph bin nht trong nhng nm hong kim 1915 vn l kiu dng chai c cong vi ci tn contour bottle- c eo, v c bit nhiu nht l kiu chai hobble skirt-g nhp nh. D c chi tit thit k sai st nh cacao pod, kiu dng cng nh logo Coca-Cola c rt a chung v thng c nh gi l mu thit k tuyt vi nht. Mu thit k logo Coca-Cola ln u c qung co trn tp san Atlanta vo nm 1915 v cng xut hin khoa dc Pemberton. Sau Raymond Loewy kt hp n vi sn phm Coca-Cola. Mu logo ny c ng k v lu hnh rng ri t 1887 v t n tr thnh thng hiu ng hnh cng cng ty. Cho n nay, 94% dn s ton th gii c th nhn ra logo mu trng ca Coca-Cola. Mt con s y n tng. V cnh tranh ton cu Theo gim c iu hnh ton cu ca cng ty qung co Saatchi and Sattchi. Kevin Roberts, thng hiu thnh cng khng ch c nhn hiu thng mi m cn bao gm c mt tnh yu trong . Cng ty cng to ra mt cm xc km theo khi to dng lng trung thnh ca khch hng ch khng phi khi nhn mnh n cht lng sn phm. Xu th nhng quyn kinh doanh buc Coca-cola phi quan tm n gu thng thc ca nhiu i tng s dng nhiu quc gia, nhiu vng a l khc nhau. Cng ty Coca-cola nm gi phn ln s c phn ca cc cng ty nhng quyn ng chai nh Coca-cola Enterprises, Coca-cola Amatil, Coca-cola Hellenic Bottling Company (CCHBC) v Coca-cola FEMSA. Tuy vy nhng cng ty c lp vn sn xut s lng ng k chai nc ngt trn th gii. Da trn nhng cng thc sn xut nc ngt, c ni h thm

vo cng thc nhng hng v khc nhau to nn cc loi cht ngt a dng t khp ni trn th gian, i mn theo khu v a phng. Pepsi xp th 2 sau Coca-Cola trn th trng ton th gii. Tuy nhin mt s khu vc h l thc ung ch o. Ngoi ra mt s thng hiu bn a khc cng y tnh cnh tranh nh Bia Cola Mexico; Corsica Cola o Corsica, Php; lnca Kola Peru; Julmust thng th Thy in; sn phm dn gian lrn-Bru ph bin hn Coca-cola ti Scotland. Mecca Cola, Qibla Cola ph bin ng u. Cola Turka l i th chnh ca Coca-cola Th Nh K. Iran v mt s quc gia Trung ng khc chung Zam Zam Cola v Parsi Cola, Slovenia thch hng v truyn thng Cockta . . . i tng khch hng Sn phm ca Coca-cola hng ti tt c cc i tng khch hng m trong l i tng tr c nhu cu cao, y cng chnh l th trng mc tiu ca Cocacola C th thy rng, nc gii kht l th trng duy nht m coca-cola chn, vy chin lc ca h l g? Hy tp trung vo cc th trng ch cht ch khng nn u t dn tri ri khng thu c g trong c nm. l chin lc m CoCa Cola, hng sn xut nc ngt ln nht th gii, lun ly lm c s cho mc tiu pht trin ca mnh. c c thnh cng nh ngy hm nay ca Coca Cola nhiu chuyn gia phn tch nh gi rng l nh Coca Cola thc hin ng chin lc trn. Ngay t khi mi thnh lp, mc tiu ca Coca Cola l chim lnh nhng th trng ln nht ch khng dn tri th trng ca mnh trn ton th gii. Khng nh nhiu hng nc ngt trn th gii lun tm cch m rng th trng ca mnh n bt c ch no c th th Coca Cola lun kin nh vi nhng

th trng truyn thng. Theo hng th trc tin hy c ch ng vng chc trn cc th trng truyn thng rng ln , sau m rng nhng th trng nh hn cng cha mun. Nh vy, ti nhng th trng ln nh M, Trung Quc hay Chu u, biu tng Coca Cola lun c vng nh bn thch. Hng nm nhng khon u t ca Coca Cola vo cc th trng truyn thng lun chim t 70 n 80% tng u t ca hng. Nhng khon u t ny dnh nhiu cho qung co, nng cao cht lng sn phm cng nh cc chin lc marketing khc. Mc tiu ca Coca Cola lun l khch hng khi nhc n ung nc ngt l nh ngay n cc sn phm ca Coca Cola. Coca Cola khng h tic cc khon tin tr gi hng triu USD cho cc Hp ng qung ln. Nhiu khch hng rt n tng vi cc qung co ca Coca Cola, t n tng lun c vi ung ca hng. By gi, c th ni nhng th trng ln nh M, Chu u, cc sn phm ca Coca Cola lun chim lnh mc d rt nhiu nhn hiu nc ngt khc ra i trong thi gian gn y, c bit l t i th cnh tranh khng i tri chung Pepsi. Thng hiu Coca-cola l i din cho sn phm thnh cng nht trong lch s thng mi v c nhng con ngi xut sc lm nn mt sn phm tuyt vi nh th ny. Qua hn mt th k vi nhiu thay i v mt thi i mi ang m ra cng ang i thay khng ngng, Coca-cola vn gi vng biu tng ca s tin cy, s c o vn c v s sng khoi tuyt vi. Khi ngh n mt thng hiu thnh cng hn rng mi ngi s ngh ngay n Coca-cola. Vi s lng gn mt t chai bn ra mi ngy, Coca-cola l thng hiu c bit n nhiu nht trn th gii.

Mt vi s liu

1.

Coca-Cola chim 3,1% tng lng sn phm ung trn ton th

gii. C 55 t ung c gas mi ngy c tiu th th c ti 1,7 t la l thuc v cc thng hiu ca Coca-Cola . 2. Coca-Cola c gn 500 nhn hng, bao gm hn 3.500 loi ung khc nhau: k c nc ung so a hay u nnh. iu c ngha rng nu mi ngy bn ung mt sn phm ca Coca-Cola th bn s phi mt ti 9 nm c th thng thc c ht tt c mi loi sn phm ca cng ty ny. 3. 4. Coca-Cola c cho l "nn kinh t" ln th 84 trn ton th gii vi Theo s liu t top 100 thng hiu mnh nht th gii, gi tr c doanh thu hng nm c tnh khong 35,1 t la. tnh ca cng ty ny khong 74 t la, nhiu hn tt c nhng i th cnh tranh ca mnh nh Budweiser, Pepsi, Starbucks hay Red Bull. 5. Mc d doanh thu nm ngoi ca Coca-Cola gim 38% khin cng ty ny phi xp sau tp on PepsiCo, tuy nhin, tng li nhun ca ring mt hng nc ngt ca Coca-Cola l 28 t la, nhiu hn so vi 12 t la doanh thu ca Pepsi. 6. Nu lng Coca-Cola m cng ty tng sn xut t trc ti gi ng trong chai v xp cnh nhau th c th tri di mt qung ng gp 2.000 ln di t tri t n mt trng. 7. Cola . 8. 9. ngy 1 ln 10. Chi ph Coca-Cola chi cho qung co nhiu hn tng chi ph qung co ca Microsofl v Apple cng li. Trong 33 nhn hiu nc gii kht khng cn ni ting trn th gii, Trung bnh mt ngi M ung sn phm ca cng ty Coca-Cola 4 Coca-Cola s hu ti 15 nhn hiu. 94% dn s ton th gii c th nhn ra logo mu trng ca Coca-

11.

Chi ph Coca-Cola chi cho qung co nhiu hn tng chi ph qung

co ca Microsofl v Apple cng li. Trung bnh mt ngi M tiu th 4,9 kg ng mt nm t sn phm ca Coca-Cola. 12. 13. Trung bnh ngi Mexico mi nm ung nhiu sn phm ca CocaTrung bnh ngi Mexico mi nm ung nhiu sn phm ca CocaCola hn ngi M, Anh v Trung Quc cng li. Cola hn ngi M, Anh v Trung Quc cng li.Trung bnh mt nm, Coca-Cola dng 300.000 tn nhm sn xut v lon ti ring th trng M. KHI QUT V COCACOLA I. Lch s hnh thnh v pht trin : Vo ngy 08/05/1886, dc s John Stith Pemberton ch ra mt loi sir sa v bn n cho mt ca hng dc phm ln nht Altanta. Nhng sau 5 nm kinh doanh loi sir ny ch vi 9 sn phm bnh qun c bn trong mt ngy, Pemberton khng th nhn thy s thnh cng ca sn phm do chnh ng to ra. ng mt vo nm 1888, cng nm vi s xut hin ca nh doanh nghip Asa G. Candler mua li c phn ca Coca-Cola. Trong 3 nm, Candler v hip hi ca ng ta qun l cng ty vi ngun u t l 2,300 nghn USD. Cng ty ng k tn nhn hiu l Coca-Cola vi vn phng U.S Patent vo nm 1893 v i mi n bt u t lc (Coke l tn nhn hiu t nm 1945) . Nm 1895, nhng nh my sn xut u tin ngoi Atlanta c m ca ti cc bang nh Dallas, Texas, Chicago, Illinois v Los Angeles, California. ng Candler bo co cho cc c ng rng Coca-Cola ang c bn ti mi bang v mi vng trn ton nc M . V sn lng tiu th tng cao, cc nh kinh doanh trong tp on tm kim thm loi hnh tiu th mi bng cch bn nc c gas Coca-Cola trong chai. Hot ng ng chai bt u khi Benjamin F.Thomas v Joseph B.Whitehead ca Chartanooga, bang Tennessee, c trao quyn quyt nh t ng Asa Candler thi hnh v bn Coca-Cola trn hu ht cc min ca t nc. H

giao cho tng thnh vin lin quan cc vng ring bit xy dng cc hot ng ng chai. Nhng n lc ny xy dng nn nn mng vng chc cho nhng thnh cng ln, to nn mt h thng rng khp cc cng ty ng chai Coca-Cola. Phn ng ca cng ty trc nhng i th ang chy theo cch thc kinh doanh ny l s ra i ca mt trong nhng loi chai ng nc ung c gas ni ting nht - loi chai Coca-Cola ni bt, c bit v c nht. N c to ra bi cng ty Root Glass ca n vo nm 1915 v c nng cao tiu chun bi cc nh nghin cu v chai trong tp on vo cc nm sau . Nm 1911, mt nhm u t m ngi dn u l Ernest Woodruff, ch ngn hng Atlanta, mua li cng ty Coca-Cola t cc c ng ca Candler. Bn nm sau, Robert Woodruff, con trai 33 tui ca Ernest tr thnh ch tch tp on v dn dt cng ty i vo thi k mi ca s pht trin trong v ngoi nc qua hn 6 thp k sau . T thi gian ca Woodruff, Coca-Cola lun cao gi tr v quyn cng dn. Ngy nay, mt phn li ha ca Coca-Cola mang li li ch v s sng khoi cho tt c nhng ai c chng ti phc v, cng ty phn u lm ti mi th trng, lm phong ph ni lm vic, bo v mi trng v cng c truyn thng cng chng. Qua qu trnh hot ng t nhng bc u tin v pht trin trn nhng con ng khc nhau, cc n lc v nhn c ca cng ty u tp trung vo gio dc v xy dng c m tui tr. Ngoi ra, trong 5 nm gn y, 1 t USD c dnh ring cho vic a dng ho thng qua s giao ph ton quyn v cc chng trnh cho cc b phn nhn s to ra nhiu c hi cho cc c nhn v cc nh kinh doanh nh. Trong sut Chin tranh Th gii th 2, Woodruff kin tr thc hin tn ch: Tt c cc qun nhn M c hng u i: mua 1 chai Coca-Cola ch vi gi 5 cent, cho d bt k u, v cho d cng ty c chu tn tht n mc no. Nh , chai nc ngt mang mu c trng theo chn ngi M i khp cc chin trng, v ci tn Coca-Cola nhanh chng tr nn quen thuc mi ngc ngch ca th gii.

Khng hiu y c phi l chin thut c tnh ton t trc, hay n gin ch l tm lng rng lng ca mt doanh nhn nng tnh vi nc nh, nhng r rng sau v ny Coca-Cola thu hoch mt khon li nhun v hnh khng l: chin tranh kt thc cng l lc hng triu ngi dn chu u tm ti th nc ung c gas mi l. n nm 1960, Coca-Cola tng gp i s nh my ng chai v thu tm trn 60% th trng nc ngt. n nay, Coca Cola hin din ti 206 quc gia v c 98% dn s trn th gii bit n logo trng ca Coca Cola. II. Coca-Cola trn th gii: 1. Ti M v Bc M: - Coca-Cola ra i v pht trin ti M v ngy nay tr thnh biu tng vn ha ca ngi M. S pht trin ca Coca-Cola gn lin vi 1 thi im lch s ca M v qun i M trong th chin th II v c mnh danh l th tht. - Vic trung thnh vi 1 cng thc tuyt mt sut 125 nm cng vi vic gi n nh gi bn to ra 1 s chuyn bit v khc bit hn hn so vi cc i th ca Coca-Cola. - Nm 2010, Coca-Cola vn l thng hiu bn chy nht ti M vi 17%. Diet Coke ng ngay pha sau vi 9,9%. - Trong qu IV/2010, Doanh s bn hng ca Coca-Cola tng 6% trn ton th gii v 8% ti Bc M. - Trung bnh ngi Mexico mi nm ung nhiu sn phm ca Coca-Cola hn ngi M, Anh v Trung Quc cng li. 2. Chu u: Hin ti Coca-Cola c trn 60 thng hiu ang hot ng ti khu vc Bc u, trong th trng ti Anh v Ailen hin ng gp 41% doanh s, 25% t Php, 19% t cc nc khu vc Benelux v 19% t cc nc Bc u khc. Xt v kha cnh nhn hiu sn phm, trong s 182 triu lt khch hng ti khu vc ny th t l s ngi ung Coke chim p o vi 61.2%, ngoi ra c 22.8% khch hng chn cc sn phm cn li nh Diet Coke, Coke Zero v sn phm khc.

Trong nm 2009, ch s brand love ca Coke tng 1.6%, mt s ch s khc nh nhn thc sn phm chnh l c tnh ngi ung tng n 2.2% cn quan im cc sn phm ca Coke ng ng tin bt go tng gn 1%. Tt c nhng thnh qu tch cc trn u c c nh hng tin hnh hng lot nhng chng trnh v chin dch hng v khch hng trong khng ch n thun tp trung vo nhng cnh qung co ngn mc d hnh thc qung co vn ng vai tr quan trng, Quincey ni. Xt v di hn, yu t then cht thnh cng l lm th no m bo c c khch hng mi nu thu ht c lng khch hng tui teen th doanh s mi c th duy tr bn vng c. Nhng i tng khch hng ny s c tp trung tip cn t hng cc cng c tip th s cng nh thc nghim khi m hin ti c khong 2/3 s lng teens ti Bc M u chn cc phin bn khc nhau ca Coke hng tun. Tht s, khi m nhng phng tin truyn thng mi lin tc xut hin v ln ngi ko theo nhng phng tin hin nay cc thng hiu ang s dng thu ht s ch ca ngi tiu dng bt k la tui no cng thay i rt nhanh chng v i hi s thch nghi. Cc chin dch cn phi bao qut rng hn nhng im lin quan n ngi tiu dng bi v cch h s dng cc phng tin truyn thng thay i theo thi gian. Bn cnh vic lp ra nhng ti sn ca ring mnh nh CokeZone ti Anh, Coca-Cola cng ng thi tham gia vo hng lot nhng dch v truyn thng x hi khc. Doanh s bn hng tng 2% trong qu IV/2010. 3. M Latinh: - Doanh s bn hng tng M Latinh tng 5% trong qu IV/2010. - Brasil l th trng ln th 3 ca Coca cola. 4. Chu - Thi Bnh Dng: - Doanh s ca hng tng mnh nht ti th trng Chu - Thi Bnh Dng vi mc tng 14%. - Nht Bn l th trng ng gp gn 20% li nhun ca Coca-Cola d trong giai on hin nay cng ty ny phi i mt vi nhiu kh khn do s thay i

c cu dn s cng vi s pht trin chm chp ca nn kinh t Nht Bn. Vi s i mi nhng vn tp trung vo cc my bn hng ti nc ny gp phn a doanh s bn hng ti Nht Bn c bc t ph mi. 5. Chu Phi: - L th trng ha hn em li nhiu s tng trng cho Coca Cola. - Doanh s ca hng tng mnh nht ti th trng Chu Phi vi mc tng 14%. - Vi vic s dng chin lc tp trung vo cc sn phm ch yu v gi thp to nn nhng bc tng trng mnh m ti th trng ny. Qung co: Mt trong nhng b quyt to nn s thnh cng ca Coca-cola chnh l hot ng qung co. Ai cng bit rng cht lng v mi v ca Coca-cola khng h thay i t c hn 100 nm nay. Ci gii ca Coca-cola chnh l cc hot ng qung co, marketing xy dng nn mt thng hiu hng ha ni ting. Cocacola l mt trong s t cc cng ty dnh mt s tin tng ng chi ph sn xut dnh bng tn thng hiu ngay t khi mi thnh lp. Bn cnh , s t tin ca Coca-cola chnh l yu t to nn thng hiu ngy nay, c th hin r rng trong cc khu hiu qung co ca h. Nhng cu ch nh Thc ung khng cn tuyt vi ca quc gia (1906), 6 triu mt ngy (1925), Th tht (1942), Ci bn mun l mt chai Coke (1952), Coke l th (1982), v Lun lun l Coca-cola (1993) u chng t tham vng v s t tin ca thng hiu ny. Coca-cola lun u t cho cc chin lc qung co sn phm ca hng. Ti nhng ca hng bn l v ti cc siu th. Coca-cola bao gi cng by bn ngang tm mt, ngay trc nhng hnh lang, hoc nhng ni bt mt. c c s u tin ny, Coca-cola phi tr nhng khan tin khng nh cht no. H lun dnh mt khong u tin ring cho khot ng qung co sn phm ca mnh n vi mi ngi thng qua tivi, bo ch, cc hot ng v tr chi. Theo Cng ty truyn thng v ngin cu th trng TNS Vit Nam, Coca-cola ti Vit Nam chi khong 1,5 triu la M cho cc qung co sn phm trn truyn hnh v bo giy

trong nm 2008. l mt khong tin khng nh m Coca-cola Vit Nam khng tic khi chi tr cho hot ng qung co ca mnh. Cc qung co ca Coca-cola rt n tng v thu ht c nhiu s ch ca mi ngi, vi nhng tng c o, sng to, th hin cm gic mi l c o nh on qung co ca Coca-cola vi MrBRRRRRRRRRRRrrr, qung co v Happiness Factory, v mi y nht l qung co vi tng v cch n mng chin thng ca cc ngi sao bng ni ting vi nhc nn Waving Flag, bi ht chnh thc ca World Cup 2010. Khuyn mi: c nhng thnh cng ln ca Coca-cola trn th trng Vit Nam hin nay, th nhng nh lm marketing thc s to c hiu qu trong vic s dng cng c truyn thng ca mnh. Hiu c tm l ca ngi tiu dng, Coca-cola khng qun rng hot ng khuyn mi l mt trong nhng cng c tt nht qung b hnh nh ca sn phm n vi ngi tiu dng. Cng ty Coca-cola Vit Nam va khi ng chng trnh khuyn mi trn ton quc dnh cho gii tr nng ng: Bt np sp i Trng tay. im khc bit ca chng trnh ny vi cc chng trnh khuyn mi thng thng l tinh thn ch o Chung hng nim vui dnh cho nhm bn hn l mt c nhn. Tinh thn ny c th hin t cch trng thng: ghp i cc np chai hay khoen lon trng thng n nhng gii thng m gii tr yu thch. Khch hng khi ung cc sn phm chai v lon nc gii kht c sn xut bi Coca-cola Vit Nam nh Coca-cola, Fanta Cam, Sprite, Samurai, Thums Up s c c hi trng thng cc gii hp dn nh xe Piaggio LXV 125, in thoi di ng Sony Ericsson W700i, ng h v o thun Coca-cola Cc gi thng khng n thun l cc vt dng m cn l cch gii tr th hin c tnh cng nh phonh cch thng thc cuc sng ca h. Vic s dng cc hnh thc khuyn mi khng ch gip cho doanh s ca cng ty tng ln m n cn th hin gi tr m cng ty mang li cho khch hng ca mnh. y l mt cng c truyn thng c lc.

Chnh sch gi: Sn phm Coca-cola nh gi da trn ngi mua theo gi tr nhn thc c.

H xem nhn thc ca ngi mua v gi tr ch khng phi chi ph ca ngi bn l c s quan trng nh gi. H s dng nhng yu t chi ph gi c trong marketing-mix xy dng gi trn c cm nhn trong tm tr ngi mua. Gi c nh ra cn c vo gi tr c cm nhn . Chin lc nh gi Coca-cola thm nhp th trng: khc vi chin lc nh gi ca nhm cht lc th trng, doang nghip Coca-cola chn chin lc nh gi sn phm mi tng i thp nhm thm nhp th trng vi hi vng rng s thu ht c mt s lng ln khch hng v t c mt th phn ln. nh gi chit khu: phn ln doanh nghip Coca-cola s iu chnh gi ca mnh thng cho nhng khch hng thanh ton trc thi hn, mua khi lng ln, chit khu tr tin mt l s gim gi cho nhng khch hng no mua v thanh ton tin ngay, chit khu theo s lng l s gim gi cho nhng khch hng mua vi s lng ln. nh gi phn bit theo dang sn phm: theo cch nh gi ny cc kiu sn phm v cc mt hng ca Coca-cola c nh gi khc nhau, nhng t l vi chi ph tng ng ca chng. nh gi theo loi sn phm: doanh nghip Coca-cola thng sn xut nhiu kiu sn phm v mt hng ch khng phi mt th duy nht. Chng khc bit nhau v nhn hiu, hnh thc, kch c, tn nng.do chng c nh gi cc thang bc khc nhau. Hin nay, gi ca sn phm Coca-cola ti th trng Vit Nam so vi cc sn phm cng loi tng ng, tuy nhin mc chnh lch v gi khng cao. th xem xt thng qua bng gi c cp nht gn y gia Coca-cola v Pepsi:

Lon 330 ml

Coca-cola 6.800

Pepsi 6.500

Pet 1.5l Thng (24L/T)

14.000 145.000

13.500 140.000

Phn phi:

Cc sn phm nc gii kht Coca-cola c sn xut ti ba nh my ng chai t ti TPHCM, H Ni v Nng. Nm 2001, Chnh ph Vit Nam ng cho php ba nh my ng chai Coca-cola Vit Nam (CCBV) TPHCM gi vai tr qun l. Hai nh my dng chai H Ni v Nng hin ag hot ng nh hai chi nhnh ca Cng ty Coca-cola Vit Nam khi vc pha Bc v min Trung. Vi ba nh m sn xut 3 min Bc, Trung, Nam ti iu kin cho cng ty c th m rng mng li phn phi cc min, cung cp y sn phm cho cc i l 3 khu vc ny. i vi sn phm nc gii kht, khu phn phi rt quan trng, vic Pepsi vo th trng Vit trc nn nm c kh nhiu nh phn phi hn Coca-cola, v vy Coca-cola vn tip tc m rng mng li phn phi, thng qua cc i l, cc qun c ph, nc gii kht, nh hng. Thu ht cc i l bng cch gia tng cc

hot ng h tr cho cc i l nh: tng d, h tr trang tr ca hng, h tr ti chnh. u im: a) Ph hp vi nhng cng ty nh. C th khng nh rng chuyn bit ha l iu bt buc i vi nhng cng ty nh. V d, nu bn l mt cng ty logistics quy m nh vi doanh s hng nm khong 100 triu US$ v bn tuyn b rng cng ty bn c th cho bn nhng dch v m FedEX thc hin (doanh thu ca FedEX khong 35 t $) th bn c ngh rng khch hng s tin li tuyn b ca bn khng? Hu nh chc chn khng. Bn hon ton c th nng lc nh FedEX, nhng n gin l khch hng khng tin iu . Mi ngi s tin rng, nu bn l mt cng ty nh, lm sao bn c th cung cp dch v tt nh FedEX lm. V th, khi l cng ty nh bn cn phi chuyn bit ha. Nu bn l mt cng ty nh, bn vn c th nh bi mt i th ln hn nu bn tp trung vo mt im tt nht l im m i th yu hn bn nu so snh mt cch tng i. Vic ny i hi phi c s chuyn bit ha.
b) Cc n v chuyn bit d tr thnh nhng cng ty ln:

Coca-Cola chuyn v nc gii kht, Microsoft chuyn my tnh, Nike chuyn giy v trang phc th thao, Intel chuyn v b vi x l trong my tnh, FedEX chuyn v dch v vn ti, Dell Khi Dell mi ra i, y ch l mt cng ty nh b t trong gara ca gia nh cha m chng trai Michael Dell. Nhng cng ty ny tp trung mi ngun lc hu hn m h c nhm vo mt im duy nht: bn sn phm my tnh theo cch trc tip. Dell thay i cch m mt chic my tnh c nhn c bn ra. Nh vo cng ngh sn xut hng lot ca IBM v s tin on ca Bill Gates, Dell tin on rng trong tng lai, my tnh c nhn s c tiu chun ho: con ngi c th mua my tnh bng in thoi v xa hn na l internet. n gin l Dell tin on c xu hng ca th trng. Ngy nay, a s my tnh c bn theo cch ny. Tuy nhin, khong thi gian m Dell cha b sao chp cng ng tr

thnh mt trong nhng ngi giu nht hnh tinh. Dell chuyn bit ha v h nh bi mi i th ln khc tr thnh thng hiu s 1 trong nhiu nm lin c) Kh nng cung cp sn phm cht lng cao, sn phm/dch v c chuyn bit ha s to ra n tng r rng, c khch hng cng nhn v gi vng li th cnh tranh. Intel l chuyn gia ca s chuyn bit ha. H t b vic kinh doanh chip b nh ch tp trung vo b vi x l trong nm 1985. y l mt ng thi nhiu ri ro, nhng kt qu ca s chuyn bit ha cho php h tr nn thc s thnh cng. Intel bt u c nhn nhn l sn phm thc s tt n mc m nhiu ngi rt lng l khi chn mua mt my tnh m khng c ci nhn Intel inside dn trn my. d) To ra s trung thnh ca khch hng. Virgin Atlantic thng hiu chu chi. D bt c hng v no, hng cng em li cho hnh khch ca mnh dch v thng hng. T trang b tivi, tch hp tnh nng nghe nhc, chi games cho tt c ch ngi hng bnh dn n b gh mt xa sang trng ti khoang hng trung u to cm gic v cng thoi mi. c bit, khch hng sang ca Virgin c tip i chng khc g ti mt khch sn 5 sao hng u th gii. Dy cabin hnh cnh cung tin nghi, thong ng gia mt khng gian v cng khoa hc vi sc xanh du nh khin chuyn bay vn nng n tr nn nh bng. Hnh khch c th tn gu ti cc quy bar trn my bay v truy cp internet bt k lc no h mun. n tuyt ho, cn cc tip vin lun y sc sng trong b ng phc v n ci duyn dng. Dng nh, Virgin xa b ton b cm gic t tng ca mt chuyn bay bnh thng. Kt qu cui cng: mc d thnh cng trong nhiu nm v c c s khch hng trung thnh, thm ch ly khch ca nhng hang hng khng khc, nhng cc i th cnh tranh khng th sao chp. e) Khng b nh hng nhiu bi s i u cnh tranh: do s trung thnh ca khch hng. f) Trnh c s sao chp, to ra ro cn gia nhp

Nh trng hp ca hng my tnh Apple. Ngay t lc khi u, im khc bit ca h l h iu hnh vi giao din thn thin v d s dng. l mt c im rt quan trng i vi khch hng. Khi s lng ngi s dng my tnh cho mc ch hng ngy tng ln th tiu ch ny tr thnh mt li ch quan trng. Microsoft khng th sao chp h? D nhin l khng. Tri qua nhiu nm, Appple thay i cch tip cn ca mnh. Ngy nay, im khc bit ca thng hiu Apple da trn nhng sn phm snh iu, vi mt khi nim mi: my tnh tr thnh mt cng c to nn mt phong cch ca vn phng hin i. i th cnh tranh c th sao chp h? Trong thc t, my tnh ngy cng tr nn ph bin, khng c mt i th cnh tranh no ngh ti chuyn thu nhng nh thit k thit k v v vi cho my ca h nh Apple. g) C kh nng p dng mc gi vt tri so vi i th cnh tranh. Nike l mt nhn hiu hng u v giy th thao, vi nim am m th thao, Knight hng sn phm ca mnh vo th trng ny. Nike tp trung vo t tnh k thut nng cao hiu qu s dng ca sn phm, to ra nhng i giy vi nhng thuc tnh k thut t bit (khong m khng kh trong giy, nng cao bn, ci tin kiu dy buc) nhm nng cao kh nng vn hnh. Nike to ra nhng i giy tt nht v cng vi mc gi khng h thp. Chng ta hy thng thn i mt vi vn nh gi qu cao ca Nike. Dng nh khng c g c th bo cha cho vic nh gi ny ca h. Chi ph to thnh sn phm ca h qu thp, ch mt vi la mt i nhng h li bn ra vi gi qu cao, hn 100 la mt i. Nike vn lun vui v th nhn rng thng hiu ca h ln hn nhiu so vi sn phm m n i din. Khch hng vn cm thy thch th hn khi tr 200 USD mua mt i giy nhn hiu Nike thay v ch mt 50 USD cho mt i giy khng tn tui khc. h) Nhng n v chuyn bit s thu c nhiu li nhun hn. Cc n v chuyn bit thng c xu hng thu c nhiu li nhun trong di hn. Cc n v chuyn bit ha s khng c mc doanh thu cao nh cc cng ty a ngnh, nhng t sut li nhun ca h c xu hng cao hn

Nhc im: Nu bn khng chuyn bit ha bn l ngi tng hp, bit nhiu th nhng khng gii th no c th. Chuyn bit ha yu cu tnh kin tr. Bn khng c lan man sang cc th khc khng lin quan. Nu bn mun gii trong mt lnh vc no, bn phi kin tr lm vic trong lnh vc cho n khi thc s t trnh cao. Mun chuyn bit ha phi c s sng to cao, nh hng ng n, m li i ring nhng s d i lc, xa ri yu cu ca khch hng. Chuyn bit ha ph hp vi cc thng hiu nh, nhng s kh hn khi p dng cho thng hiu ln !!? Chuyn bit ha phi i ph vi kh khn nh: Kh nng bt chc ca cc i th cnh tranh: kh nng duy tr tnh khc bit, c o ca sn phm C th b bt chc sau mt thi gian ra i c bit l dch v D dng mt i s trung thnh i vi nhn hiu, do cc thng hiu chuyn bit ha thng c gi cao hn, trong khi s canh tranh mnh ca cc thng hiu bnh thng v gi c. c o so vi mong mun ca khch hng Khi m cty to ra s khc bit qu ln n ni s d bit ha y khng gi ni s trung thnh ca nhn hiu: khch hng c th chp nhn hy sinh mt s c tnh ca sn phm/ dch v hoc hnh nh no ca sn phm c chuyn bit ha mua nhng sn phm khc v tit kim mt khon tin ln. Khch hng gim nhu cu dng sn phm chuyn bit ha ln dn n gim lng khch hng ca doanh nghip.