PHN ON TH TRNG, LA

CHN TH TRNG MC TIU,

NH V SN PHM

Qu trnh Marketing
Mi trng Marketing
PEST analysis
SWOT analysis
5 forces analysis
Nghin cu th trng

Mc tiu v chin lc Marketing

1.Phn on th trng
2.La chn th trng mc tiu
3.nh v th trng

Tm hiu th trng
Xc nh th trng
Phn on th trng
Vng i sn phm
Mi trng cnh tranh
H thng phn phi
Phn tch hnh vi khch hng
Xu hng

C hi & Thch thc

nh gi v th th trng
Th phn
Khch hng
V th thng hiu
Trung thnh ca khch hng
Tha mn khch hng
Ngun lc v k nng

im mnh, im yu

PEST analysis
Political factors
Economic factors
Socio-cultural factors
Technological factors

Five forces analysis

Potentia
l
entrants
Threat of
entrants

Suppliers
Bargaining
power

COMPETITIVE
RIVALRY

Buyers

Bargaining
power

Threat of
substitutes
Substitutes
Source: Adapted from M. E. Porter,
Competitive Strategy, Free Press,
1980, p. 4.
5

 Bi cnh kinh doanh

Aa Ab Ba: u t tng
trng
Ac Bb Ca: Tng th phn v
chuyn sang lnh vc khc
u t
Bc Cc Cb: Thu hoch v rt vn
u t
Ngi sao

Ti tin

Du hi
Con ch

X = tnh hp dn ca th trng quy m th trng, tng trng,

li nhun
Y = v th ca cng ty

v tr trn th trng, v tr cnh

tranh ca t chc

e Nghin cu th trng>
Thng tin s cp
Mi thu thp cho mc chnghin cu
Thng tin chi tit, c th
Bng cu hi
Phng vn)
in thoi
Th
Quan st

nh lng
Ngn sch Thi gian
Phng vn trc tip

Lu li ( Ryuchi)

Th/ thu nhn sau

Thm ving

Khoanh vng a phng

Mail

Tel

nhm

Thng tin th cp
Sn c
R/Nhanh/Nhiu
D liu c nhn
(Ngn hng d liu, Hc gi)
Xut bn
Trang ch
D liu ph bin
Internet
nh tnh
Ngi phng vn chnh
Phng vn su c nhn
Phng vn cp
Phng vn nhm
Quan st
Phng vn tp trung theo

a ra vn cn iu
tra (marketing/kho
st)

Chn phng
THIT K
MU
php
kho
st
* Mu ngu nhin

Thit lp gi nh

Marketing

* Phn b ngn sch

qung co
* M ca vn phng vo
th 7
* Gii thiu dch v mi
* Thay i chng trnh
marketing
* Tng doanh s bn

Kho st

*c tnh mc nhn bit ca

khch hng
*nh gi hiu qu c th ca
dch v cung ng vo ngy th
7
*Thit k chng trnh th
nghim c th nh gi
c s chp nhn ca khch
hng
*Thit k chng trnh
marketing th nghim c
th nh gi c hiu qu ca
chng trnh mi
*Kim tra hnh nh ca sn
phm hin ti. nh gi hiu
qu ca vic gim gi., tng
qung co, khuyn mi.

Phn tch v din

gii kt qu

* Nhiu giai on (khu vc

nh, th mu)
* Tm quan trng (mc
quan trng, phng php trin
khai, phng php m hnh)
* Dn s c tnh (tng cng)
* Sai s mu

NH LNG/TNH
Ving thm, phng vn
Thu thp
Th, in thoi, Internet
c tnh
Phng vn su
Phng vn nhm
Sai s tr li
Sai s khng tr li

QUAN ST
TH NGHIM

D LIU

Chng trnh phn

tch
Tn sut phn phi
Trung bnh
Sai s tiu chun

PHN TCH
Phn
Phn
Phn
Phn
Phn
Phn
Phn
Phn
Phn
Phn

tch
tch
tch
tch
tch
tch
tch
tch
tch
tch

tng quan
hi quy
chui thi gian
yu t
chui
khc bit
a bin
lng ha
tham kho
kt qu

3. SPT
Cng ty cn xc nh phn khc th trng hp dn nht phc v
hiu qu nht. Trong vic nh gi cc phn khc khc nhau cn xem
xt 3 yu t sau:
Quy m v mc tng trng phn khc
Mc hp dn
i th tim tng
Hng thay th
Sc mnh bn mua
Sc mnh bn bn
i th ni ngnh
Cc mc tiu v ngun lc ca doanh nghip

La chn th trng mc tiu

n khc.
Tp trung
VW: xe nh
HP: my tnh
gi cao

Chuyn mn
ha chn lc

Chuyn mn
ha theo th
trng

Marketing tp trung
(chuyn bit)

Chuyn mn
ha theo SP

Bao ton th trng

IBM
GM
Coca-Cola (tng th)

Marketing
Khng phn bit

Marketing
9
Phn bit

Phn on (Segmentation)
Phn on th trng: Xc nh cc nhm khch hng (hin hu
v tim nng) c chung nhng c im nht nh, dn ti h c
phn ng tng t nhau vi mt chng trnh Marketing
on th trng: l mt nhm cc khch hng c chung nhu cu
i vi 1 sn phm/dch v nht nh v khc vi nhu cu ca
khch hng mt on th trng khc.

10

Mc ch phn on
Bin th trng tng th khng ng nht
thnh nhng on th trng ng nht

11

Yu cu ca 1 on th trng
1. o lng c: quy m v sc mua
2. Tip cn c: c kh nng tip cn th trng bng nhng chin
lc Marketing
3. ng nht:
4. Quy m ln
5. Bn vng theo thi gian:

12

Li th v nhng hn ch
Li th
- Gim mc a dng trong nhu cu
th trng
- Tp trung ngun lc
- To ra nhng ro cn thm nhp
- Tng mc tha mn nhu cu
- Tng kh nng kim sot cc hot
ng Marketing
- Phn phi ri ro
- Bo v th phn trong giai on bo
ha

Hn ch
-Chi ph thay i sn phm ph hp vi
nhiu on th trng
- Chi ph sn xut cao do l hng nh
- Chi ph kho tng do phi qun l
nhiu danh mc hng
-Chi ph qung co/khuyn mi
- Chi ph nghin cu th trng
- Chi ph phn phi

S ON TH TRNG?
13

a) M hnh mc tiu
n l

Chn lc

Th trng

Sn phm

Tng th

(Sn phm)

(Th trng)
M1

M2

M1

M3

M2

M1

M3

M2

M1

M3

M2

M1

M3

P1

P1

P1

P1

P1

P2

P2

P2

P2

P2

P3

P3

P3

P3

P3

Tp trung mt
khc th
trng

Mt vi khc
th trng la
chn

Xc nh th
trng

Tp trung mt
sn phm

M2

M3

Tip cn mi
phn khc th
trng

Phn khc: Nhu cu khch hng/ hiu qu i vi doanh nghip

Mc tiu: hp dn ca TT/ Mc tiu, ngun lc doanh nghip
nh v: Ph hp gi tr KH/ Li th cnh tranh /marketing hn hp
14

b) Bin s phn khc th trng

Bin s

V d phn khc

1.
a l
-khu vc
-Kh hu
-mt dn s

Kanto, Kansai
Lnh/nng, theo ma
Thnh th, bn thnh th, nng thn

V d sn phm tng ng
Sn phm bn hn ch theo vng: Asahi beer Edomae
Sn phm hn ch theo thi gian nht nh: Kirin beer Akiaji
Ca hng gim gi: Aoyama Shoji

2. Nhn khu hc
Tui
Gii tnh
C cu gia nh
Thu nhp
Ngh nghip

Tr con, thnh nin, trung nin, cao nin

Nam, n
C gia nh, cha c gia nh
Trn 30 triu Yn
Nhn vin vn phng/ Cng nhn

Tp ch ca trng: shogaku xx-Nensel ca Shogakukan

Thuc l cho ph n Virginia Slim ca P.Morris
Tp ch cho ph n lp gia nh: Sutekina-Okusan ca Shufu-to
Seikatsusha
Xe hng sang: Benz ca Mercedes Benz
Thc ung tt cho sc khe: Regain ca Sankyo

3. Tm l
Li sng
C nhn

Thch th thao, hng ngoi, bo th

Xe phng tin gii tr: PAJEERO ca Mitsubishi

4. Hnh vi
Kim tm li ch
Mc s dng

Hiu qu kinh t, tnh nng, uy th

Khng dng, t dng, dng nhiu

Thc ung chc nng

5.Cch thc s dng sn

phm
ng dng
S dng cui cng

B phn chnh, bc ngoi

Tnh ton, lu tr, trnh by
Vt liu xy dng, bnh hoc chu

Vt liu ha cht
Phn mm Spreadsheet
Nha

Mc quy trnh

Nguyn liu th, sn phm cui cng

Giy, my bm

Phn on theo chiu ngang Qun tr phn khc

Phn on theo chiu dc

15
1. Sn phm vt tri 2. Sn xut vt tri 3. Gn gi vi khch hng/thn thin

C) nh v

V th

Sc

Nng
Nh

Th
thao

Sang trng

m
Gi tr s dng

Cn c phn on

c tnh khch hng

Hnh vi khch hng
Nhu cu khch hng
Khc bit gia th trng B2C v B2B

17

Cn c phn on B2C, c tnh khch hng

Cn c

V d

c im a l

Vng min: Bc, Trung, Nam

Tnh
Quc gia
Quy m thnh ph
Loi hnh dn c: Thnh th, nng thn

X hi Nhn khu

Gii tnh: Nam, n

Tui
Quy m gia nh
Giai on trong vng i gia nh
Thu nhp
Ngh nghip
Tng lp x hi
Tn gio

Tm l

Tnh cch: trm lng, hot bt, tham vng

Li sng: sng to, bo th
18

Cn c phn on B2B, c tnh khch hng

Cn c

V d

c im a l

Vng min: Bc, Trung, Nam

Tnh
Quc gia
Tr s doanh nghip: Cng nghip/phi cng nghip

c im cng ty

Quy m: s lng nhn vin

Loi hnh hot ng: Sn xut, nng nghip, dch v
Lnh vc kinh doanh: gia dng, phng tin i li,

vn chuyn
Hnh thc qun l: tp trung, phi tp trung

19

Cn c phn on B2C, hnh vi khch hng

Cn c

V d

Qu trnh mua

Tn sut mua: Hng ngy, tun, thng

a im mua: Ca hng chuyn dng, outlet, ca hng

nh
Qu trnh quyt nh mua: Lu, nhanh, vi vng
Cc bn tham gia qu trnh mua: c nhn, gia nh
Mc trung thnh: Cao, trung bnh, thp

Cch s dng

Thi gian s dng: sng, tra, chiu (caf)

sn phm

Tn sut s dng: cao, trung bnh, thp

20

Cn c phn on B2B, hnh vi khch hng

Cn c

V d

Qu trnh mua

Quy m t hng: Ln, trung bnh, nh

Mc phc tp ca qu trnh mua: Cao, thp
Ni mua: nh sn xut, bn bun, mi gii
Mc trung thnh vi nh cung cp: cao, trung bnh, thp

Cch s dng

Khi lng tiu th: cao, trung bnh, thp

sn phm

ng dng ca SP u vo: ph kin, ph gia, cu kin

chnh

21

Cn c phn on B2C, nhu cu khch hng

Nhu cu

V d

Li ch tm
kim

Tit kim thi gian

Gi
a dng la chn
thun tin
Gi
Dch v
An ton
Bo hnh
tin cy ca SP

Siu th

Phng tin i li

22

Cn c phn on B2B, nhu cu khch hng

Nhu cu

V d

Li ch tm
kim

Giao hng ng hn
Thi gian giao hng: nhanh, chm
Cung cp lin tc
H tr k thut
Chng nhn cht lng
Gi
Phng thc bo hnh

23

Phn on th trng v d
Sn phm:

on th trng:

Quy m on
c im khch hng
Cch s dng sn phm
Mc s dng
Qu trnh mua
Vai tr cc bn trong Q mua
Li ch tm kim chnh
Xu hng pht trin

24

Cn c la chn th trng mc tiu

1. Quy m
2. Kh nng tng trng
3. Mc cnh tranh
4. Chi ph thm nhp th trng
5. Mc tng thch vi mc tiu v ngun lc ca
doanh nghip
25

Ma trn la chn th trng mc tiu

Mc hp dn ca
on th trng

Hp dn cao,
u t ln

on th trng
u tin

on th
trng khng
hp dn

on th
trng cn
bo v

Mc ph hp vi chin lc
v ngun lc doanh nghip

26

Phn on th trng
v phn tch i th cnh tranh

on th trng
Cng ty

S1

S2

S3

S4

A
B
C
D

27

Chin lc Marketing
Chin lc khng
phn bit

Chin lc
phn bit

Chin lc tp
trung

28

Chin lc Marketing

29

S lin kt gia chin lc Marketing

v chin lc kinh doanh
Chin lc Marketing

Chin lc kinh doanh

Khng phn bit

Cost leadership

Phn bit

Phn bit

Tp trung

Tp trung

Cc quyt nh Marketing Mix Sn

phm, gi, phn phi, khuyn mi
tng ng vi chin lc la chn.
30

nh v (Positioning)
nh v l vic xc nh cc yu t c trng ca
doanh nghip nhm phn bit vi i th cnh tranh
trong on th trng mc tiu.
nh v mang tnh khch quan i vi doanh
nghip.
Qu trnh nh v sn phm hay hnh nh doanh
nghip l vic xc lp mt v th khc bit trong tm
tr khch hng mc tiu.

31

nh v (Positioning)

32

Chin lc nh v sn phm
Mc tiu:
-Hiu c nhng gi tr ct li khch hng mc tiu tm kim
- Hiu tm quan trng ca tng yu t ny trong qu trnh quyt nh mua hng.
- nh gi thi ca khch hng vi SP ca i th cnh tranh s dng nhng
yu t nu trn
- Xc nh v tr khc bit
Cc bc nh v:
1. Xc nh cc thuc tnh quan trng m khch hng nh gi khi ra quyt nh
mua.
2. Gn thuc tnh sn phm/dch v ca doanh nghip vi cc yu t trn
3. Tin hnh tng t vi sn phm/dch v ca i th cnh tranh

33

Chin lc nh v sn phm
Cao cp
SH
LX
Dylan

Tnh
nng s
dng

Thi trang

Drea
m
Wav
e

Attil
a
Bnh dn
Sn phm hin ti
Vng tim nng cho
SP mi

34