MC LC

TNG QUT V TNG KINH DOANH......................................4

PHN TNH MI TRNG BN TRONG........................................4
Ngun lc................................................................................................4
Kh nng.................................................................................................5
PHN TCH MI TRNG BN NGOI.........................................5
Mi trng v m....................................................................................5
Mi trng vi m....................................................................................8
TRIN KHAI KINH DOANH.............................................................10
K hoch marketing..............................................................................10
K hoch phn phi..............................................................................10

Qun l nhn s....................................................................................10

HOCH TON.....................................................................................11
PHN TCH SWOT.............................................................................12
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I.

TNG QUT V TNG KINH DOANH

1. Sn phm: Qun o thi trang n t thit k.

2. i tng khch hng: Khch hng n tui t 16 28, c nhn v tp th, trn

a bn H Ni.
3. a im: Ph X n, ng a, H Ni.
u im: Nm gn trung tm thnh ph; ng c, nhiu ngi qua li.

Nhc im: Tin thu nhn chung cao.

4. Mc tiu ngn hn:
-

Doanh thu t 100 triu trong qu u tin.

a thng hiu ph bin vi i tng khch hng t 16 26 tui.

5. Mc tiu di hn:
Tr thnh thng hiu ln v uy tn trong khu vc, to c s hi lng cho mi

khch hng.
Ti a ha li ch cho nhn vin.
Tri rng h thng chi nhnh trn ton quc.

II. PHN TNH MI TRNG BN TRONG

1. NGUN LC.
a.

Ngun lc ti chnh: Vn ban u do cc thnh vin ng gp - 200 triu

VND

Lng vn cn hn ch nn kh m rng sn xut.

b.

Ngun lc cng ngh:

im yu: Vi vic bt u kinh doanh t con s 0, tt c cc thit b,

dng ca ca hng u i mua => tn km.

im mnh: Mi thnh vin u c laptop, bit s dng Internet thnh tho

thc hin marketing cho ca hng => tit kim chi ph cho trang thit b v
nhn lc.
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c.

Ngun lc nhn lc:

Nhn vin chnh: 9 ngi (1 qun l, 1 chuyn vin marketing, 2 designer, 5

ngn vin bn hng).

-

im mnh: u l sinh vin nhit tnh, ht mnh v cng vic, sang to, yu thch
thi trang, lun c gng i mi, sng to to s mi m v cc mt hng v
cch thc kinh doanh.

im yu: Cn non nt, thiu kinh nghim.

Nhn vin tm thi: 10 gia cng ph trch may qun o tr lng theo u

sn phm.
-

im mnh: y l ngun nhn lc di do, d dng thay th v chi ph khng cao.

im yu: Thiu s n nh, kh qun l, c th gy nh hng n cht lng sn

phm.

d. Ngun lc v danh ting, uy tn: v ca hng mi c thnh lp nn cha h c

danh ting, cha c ch ng trong ngnh

im yu: Rt kh khn trong vic thm nhp th trng thnh cng.
2. KH NNG.
a. V kinh doanh: L nhng sinh vin kinh t, v th t cht ca nh kinh doanh lun

tim tng trong cc thnh vin. Hn th na, mt s thnh vin tng c kinh
nghim kinh doanh nh kinh doanh handmade hay lm thm cc ca hng thi
trang.
b. V thi trang: l nhng sinh vin tr tui, ngoi ra cn c s tham gia ca cc bn

sinh vin H M thut cng nghip, nn vic cp nht cc xu hng thi trang kp
thi l li th trong k hoch kinh doanh ln ny. Cc thnh vin cng trong la tui
khch hng m ca hng hng ti cho nn lun am hiu v nm bt c nhu cu,
th hiu ca khch hng.
c. V qun l: Do ln u thc hin vic kinh doanh quy m ln nn cc thnh vin

cn thiu kinh nghim v qun l.

III.

PHN TCH MI TRNG BN NGOI

1. MI TRNG V M

a. Kinh t:
C hi:
-

i tng phc v chnh ca ca hng l ngi dn H Ni, l mt trong nhng

thnh ph ln c s pht trin kinh t mnh m, v th vic chi tiu cho qun o
cng tr nn d dng i vi hu bao ca ngi dn.

Tnh n ht nm 2011, GDP tng 10,1 % so vi nm 2010, thu nhp bnh qun u
ngi t trn 2.000 USD/nm. i vi tnh hnh pht trin chung ca kinh t Vit
Nam th c th coi mc thu nhp ny l kh cao. Kinh t H Ni qu I nm 2012 vn
duy tr tng trng, tng san phm ni ia (GRDP) tng 7,3%; vn u t pht trin
trn a bn tng 10,5%; tng mc ban hang hoa va doanh thu dich vu tiu dung xa
hi tng 19% => Hin ti kinh t ang trn tng trng n nh, cha c bin
ng ln nh hng n sc mua ca sn phm v y l mt hng thit yu ca
ngi dn.
Thch thc:

i tng khch hng m ca hng hng ti c tui t 16 -26, phn ln khch

hng tui ny vn cn ang i hc, cha t lp v ti chnh, v th y cng c
th coi l mt trong nhng kh khn cho vic kinh doanh.

Nn kinh t Vit Nam ni chung v H Ni ni ring vn i mt vi nhiu bin

ng v gi c v lm pht c th xy ra bt c lc no.

Do H Ni l th vi nn kinh t pht trin nn r thu ht u t => to nn mi

trng vi nhiu i th cnh tranh.

b. Dn s:

C hi:
4

i tng phc v chnh ca ca hng l ngi dn H Ni vi gn 7 triu ngi,

l thnh ph ng dn th 2 ca c nc, ch sau Thnh ph HCM.

i tng khch hng chnh ca ca hng - n gii trong tui t 16 26 trn a

bn H Ni cng chim t l ln do a bn H Ni tp trung nhiu trng hc v
cc c quan, x nghip.

c. Cng ngh:
C hi:
-

Nhiu cng ngh lin quan n ngnh cng nghip may mc mi ra i cng vi
nhng chc nng u vit gip cho vic sn xut tr nn d dng v tit kim hn.
T to ra nhng mt hng ph hp vi ti tin ca ngi tiu dng. Do nhu cu
ngy cng cao ca ngnh cng nghip may mc nn c rt nhiu loi my mc h
tr c sn xut, v d nh: My may 1 kim, My vt s, My vin bng, My
nh bng, My nh nt, My khuy, My zigzag, My tri vi, My x vi, My d
kim, Bn i hi treo, Bn i hi, Bn i hi nhit, Mt n bn i, C ni hi bn i,
Dy hi bn i, My ct vinVi cc my mc v thit b ny, vic sn xut s
lng ln khng cn l ni lo. C th nhc thm n nhng phn mm h tr thit
k gip cho nhng mu thit k tr nn a dng v cng vic thit k tr nn d
dng hn, v d nh: Accomark, Optitex, Lectra.

V nguyn liu sn xut trang phc, cc cht liu vi vc cng ngy cng tr nn a
dng, ko ch cn l nhng cht liu n thun nh trc y, ngy nay nh sn xut
sng to nhng cht liu tt hn, thch hp hn vi th hiu ngi tiu dng cng
vi s a dng trong mu sc.

Hn na, vi vic pht trin cng ngh thng tin nh ngy nay, vic PR sn phm
s t kinh ph hn v d dng hn i vi nhng ngi mi bt u kinh doanh nh
chng ta, ca hng c th dng cc trang mng x hi qung co cho sn phm
ca mnh.

Thch thc : Do cng ngh trong sn xut lun c ci tin, bin i

khng ngng nn i hi ca hng phi nng cp, trang b cc my mc mi

khng trnh i mt vi nguy c tt hu, lm gim nng lc cnh tranh.
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d. Vn ha x hi:
C hi:
-

Trong xu th hi nhp, vic giao tip hay l th hin bn thn cng tr nn quan
trng vi mi ngi. Trang phc, qun o chnh l mt trong nhng phng tin
gip h lm iu .

i tng khch hng ca ca hng l n gii tui 16 - 26, h lun c nhu cu

ln trong vic thay i thi trang tr nn khng lc hu trong x hi v khng
nh bn thn. Hn na gii tr l nhng ngi thng xuyn s dng Internet, iu
ny rt c li i vi chin lc PR sn phm ca ca hng thng qua cc trang
mng x hi.
Thch thc: Do phong cnh n mc ca mi ngi a phn u khng ging nhau
nn kh thit k ra cc sn phm lm hi lng mi khch hng.

e. Chnh tr, php lut: Php lut khuyn khch tt c cc hnh thc kinh doanh t nh

l cho ti cc hnh thc tp on, c cc chnh sch u tin, h tr vn cho nhiu

hnh thc kinh doanh. Ngoi ra, Vit Nam l mt quc gia c th ch chnh tr n
nh, nht qun v quan im, chnh sch.
f. Quc t: Hng lot nhn hiu thi trang quc t t thm nhp th trng Vit Nam

cng s xut hin ca hng xch tay do vic t do di chuyn gia cc nc => to
ra v s i th cnh tranh trong lnh vc thi trang.
2. MI TRNG VI M
1. Phn tch i th cnh tranh: i th cnh tranh chnh l qun o Vit Nam Xut

Khu.
u im

Nhc im

- Gi thnh tng i r.
- Mu m a dng, phong

- Cht lng ngy mt gim st, mt uy tn do xut

hin nhiu hng ln, hng nhi.

cch thi trang phng - Do sn xut theo size nc ngoi nn nhiu ngi
Ty.

Vit khng mc va.

- D tm mua.

- Khng p ng c phong cch n mc ca mt

lng khch hng a chung phong cch phng
ng.

Li th so vi i th cnh tranh:

- Mu m ph hp vi phong cch n mc ca i a phn ngi Vit Nam.

- Thit k size ph hp vi vc dng ca ngi Vit Nam
- Cht lng m bo, tnh c o vi s lng sn phm t, to s khc bit.
2. i th mi tim n: Trong tng lai gn c l cha xut hin i th mi no.
3. Sn phm thay th: S xut hin ca cc m hnh kinh doanh tng t - thi trang

t thit k ng thi ko theo mt lot cc sn phm t thit k t may c th lm

mt tnh c o trong cc mu m ca ca hng.
4. Nh cung ng
-

Ph kin may: Ph Hng B, Hon Kim, H Ni.

Vi: ch Hm, Ninh Hip, Ng T S, ng Xun.

Cc nh cung ng u nm trong khu vc H Ni nn rt thun tin cho vic

trao i bun bn. Hn th na, do c nhiu nh cung ng nn khng xy ra tnh
trng c quyn, i gi nn gi hng ha lun mc phi chng.
5. Khch hng:
-

Do c th ca mt hng qun o vi v s ca hng v mu m to ra cho

khch hng rt nhin la chn v vy rt kh c c khch hng trung
thnh.

Khch hng H Ni thng c thi quen mc c, tr gi khi mua bn nn

cng gy kh khan cho vic bn sn phm.

Khch hng H Ni nhn chung l kh tnh, trc khi mua hng ha u cn

nhc rt k lng.

Do i tng khch hng thuc tui 16 26, a phn u cha c lp v

ti chnh nn quyt nh mua ca khch hng i khi cn ph thuc vo
ngi khc.

c im Yu cu chung v Xu hng Kh nng

tui
16

chung
sn phm
thit k
Hc sinh R - c - p, tr
D

-18

ti chnh
Ph thuc C iu kin kinh t kh gi

trung ph hp la thng, tr vo gia nh

tui teen

Sinh Vin R - c - p, c C tnh,

-22

tnh,t rng thnh tr trung

Hu ht l Tp trung nhng sinh vin

hn hp

hn la tui teen

i lm

-26

tr ln

trung

18

22

Khch hng tim nng

nng ng cc hot ng x
hi hoc i lm

c - p -

Lch s,

l, lch s, ph

nh nhn

c lp

Gn nh tt c

hp mi trng
lm vic

IV. TRIN KHAI KINH DOANH

1. K hoch marketing:

Thu ngi mu v th chp nh chp nh sn phm.

Qung b thng tin v hnh nh ca ca hng thng qua cc website, mng

x hi nh facebook.com, muare.vn, lamchame.com, enbac.com, 360kpop.com,

kenh14vn,
-

p dng cc chng trnh u i, gim gi nh gim gi cho sinh vin, th

tch im, thng xuyn m cc t sale thu ht khch (mua 1 tng 1, gim
gi theo ha n,) hay min ph giao hng vi khch hng t s lng ln
hoc gn khu vc ca hng.

2. K hoch phn phi

Bn qua mng: Cung cp y thng tin v gi c, kiu dng trn
facebook, nhn tin qua chuyn khon hoc nhn trc tip.
-

Bn l

Bn bun

3. Hoch nh nhn s
-

1 qun l: iu hnh, k ton, phn cng cc cng vic.

2 thit k: Chu trch nhim thit k cc mu qun o, ct may sn phm

mu.
-

1 chuyn vin marketing: ph trch cc hot ng PR cho ca hng, nhn v

tr li feedback ca khch hng.
-

5 nhn vin bn hng: bn hng ti ca hng.

10 gia cng: ct may ng lot, may sn phm

V. HOCH TON
BNG CHI PH QU I
n v: triu ng

CHI PH

Thng 1

Thng 2

Thng 3

Nguyn vt liu

30

20

20

Lng nhn vin

30

30

30

Thu ca hng

Tin in, nc, in thoi

Sa cha, trang hong ca hng

30

96

58

58

212

TNG

Thng 1

Thng 2

Thng 3

Qu II

Tng

Doanh thu

40

60

80

240

420

Chi ph

96

58

58

174

386

Li nhun rng

-56

12

66

34

VI. PHN TCH SWOT

im mnh (S)
-

a im ca hng p

im yu (W)
- Ngun lc ti chnh hn ch

- Ngun nhn lc l sinh vin di do, - Cha c ch ng, uy tn trn th trng

sng to, nng ng c nhiu kinh - Cn thiu kinh nghim qun l, iu hnh
nghim trong vic PR v thit k
- Sn phm cht lng, c o, mi l,

nhn chung ph hp vi ngi H Ni

C hi (O)
- Lng khch hng tim nng ln
- Nhiu phng tin k thut v cng

Thch thc (T)

- Nhiu i th cnh tranh v sn phm
thay th
10

ngh tin tin h tr c lc cho vic - Cc bin ng kinh t c th bt ng xy

qung b v bn sn phm

ra trong tng lai

CHIN LC ST: To s khc bit c v cht lng v thi phc v vi cc

i th cnh tranh v sn phm thay th ng thi tha mn nhu cu ca khch

hng gip ca hng to c ch ng trn th trng, li ko c lng khch
hng tim nng:
-

B phn thit k lun cn sng to, ngh ra cc mu thit k c o, mi l.

B phn PR tn dng trit cc phng thc qung co hiu qu online

bng vic bn sn phm trn nhiu website trung gian, mng x hi.
~*~END~*~

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