c.

Giai on chn mui ( Bo ho ):

L giai on m nhu cu thu vn phng, thu a ch vn phng c bt u
gim trn th trng cnh tranh gay gt.
giai on ny, cng ty cn phi a ra cc chin lc khuyn mi, h gi,
gia tng cc hot ng xc tin nhm gi chn khch hng v thu ht cc khch
hng tim nng trn th trng n vi cng ty mnh.
Ngoi ra, cn phi ci tin cht lng sn phm dch v bn cng ty nhm vc
dy uy tn ca cng ty, tng cng cc khu qung co, tuyn truyn, dch v t
vn hn na nhm a sn phm dch v pht trin m rng, tip cn nhiu phn
khc th trng hn na.
Vo giai on chn mui, s tng trng doanh thu theo n v sn phm dch
v ang chng li v cc i th cnh tranh cn li ang c tm cch lm mi cho
cc dch v ca h tr nn khc bit. Trong sut giai on ny, cc cng ty cung
cp nhng phin bn khc nhau ca dch v, mi phin bn u chim gi mt
phn khc th trng c nhm n. Gi l mt trong nhng yu tt c dng
trong chin lc ny. V d: bng cch pht trin v nh gi cc phin bn tt, tt
hn m rng cc dch v bn cng ty.
d. Giai on suy thoi:
Giai on ny l giai on sn phm dch v bn ra b gim st nghim trng,
doanh s, th phn v li nhun u b gim mnh v c nguy c dn n ph sn.
Lc ny cng ty phi mnh dn quyt nh a ra cc chin lc Gi u cho cc
chu k sng ca sn phm dch v bn mnh nu cc s lng vn phng, cc a
ch vn phng cha c khai thc nhiu d ci tin, trang b trang thit b, gim
gi dch v, tng cng qung co. v.v.
Giai on ny th hin s cnh tranh r nt nht. Tng mc cu cho sn phm
lc ny gim r rt, c l v s xut hin ca cc sn phm thay th hoc v bo ho
ca th trng. D bt c trng hp no, cng ty cng c th thy tnh trng doanh
s thu vo tng thng theo tng n v sn phm dch v tip tc gim. Mt s

cng ty buc phi t b hon ton cng vic kinh doanh, mt s khc c gng
ginh git cng vic kinh doanh t cc i th. Mi ngi ang c ginh li nhun
cng nhiu cng tt t mt th trng ang b thu nh.
nh gi, chin lc hu mi l mt trong nhng im chnh yu ca chin
lc v s thnh cng ca cng tc marketing. Cng ty ang ra quyt nh v gi
nh th no? Nhng quyt nh ny c ph hp vi giai on hin ti trong vng
i sn phm dch v khng? Phng php nh gi ng tin cy nht l thu hiu
nhng nh gi ca khch hng, v vic h nh gi sn phm dch v ca cng ty
nh th no so vi cc sn phm ca i th cnh tranh v sn phm thay th c
ngha quan trng hn bt k iu g khc.