I.

GII THIU NHN HNG THI TRANG

Thi trang l mt phn quan trng gip t mu cuc sng, lun bin i v c ci
tin khng ngng ngh, v nhu cu lm p l bt tn, nht l i vi ch em ph n.
Khng ch thi trang o qun, thi trang nn m, thi trang giy dp c quan tm,
thi trang lt cng l mt mng c ch trng ti. Ni y l mn khng th thiu
vng trong cuc sng hng ngy ca phi p. Chnh v th, nhiu hng thi trang
lt ra i, trong , pht trin mnh m trn phm vi rng ln, phi nhc ti
TRIUMPH INTERNATIONAL, c bit n mt cch ngn gn l TRIUMPH.
II. LCH S PHT TRIN THNG HIU
II.1. S hnh thnh
1886
Nh sn xut ni y ph n Johann Gottfried
Spiesshofer v thng gia Michael Braun lp
nn xng sn xut ni y Spiesshofer & Braun.
Vi 6 my may v 6 nhn vin, h bt u sn
xut ni y trong mt nh kho. a im l
Heubach thuc Wurttemberg, c. Cng ty
nhanh chng m rng trong thi k hong kim
ca ngnh cng nghip ni y ca c: vo
nm 1890, s nhn vin ln n 150 ngi.
Nm 1894, hp ng cung cp xut khu u tin c k kt v cng ty bt u
xut khu sang Anh quc.
Phong cch belle espoque trng nh n hong ren
cao qu: Spiesshofer v Braun chy theo xu hng
thi trang mi ca Php l Sansventre, c ngha l bt
k mt im no thuc nhng ng cong gi cm u
c nh ren lng ly. Theo tro lu ny, mu thit k
ni y khng ch lm ni bt bu ngc v ng cong ca
mng m cn phi b st vng eo v hng hnh tng
p tiu biu ca c Quc X.
1902
Spiesshofer v Braun nhn thy cn phi c mt
thng hiu khng th qun c v phi c
hiu ng ngha trn ton th gii. tng ny
ra trong u Johann Gottfried Spiesshofer khi ng
trng thy dng ch Arc de Triomphe Paris v
th l Triumph (= thnh cng ln, thng li
ln) tr thnh thng hiu. Cng ty pht
trin nhng th trng xut khu mi v nhanh
chng chim c v th dn u trong vic sn
xut ni y Chu u.

Phong cch Nhng nm 20 vng son sang trng v tinh t: Trong b su tp

Golden twenties, nhng kiu qun o rm r trong thi k ch b t sang
mt bn. S thay i hon ton trong xu hng thi trang to nn s khng hong
ln trong ngnh cng nghip ni y v cng to ra nhiu c hi hp dn. ni y gn
nh tr nn hp thi v cu chuyn v s thnh cng ca o ngc bt u.
Triumph pht trin nhng mu o ngc thanh nh vi s lng nhng vt khu ni
trong sn phm cng gim i ng k. iu ny khin cho thi trang tr nn t t
v li t nhin hn.
1933
Bc u cho s nghip m rng ton cu, nh
my m mt chi nhnh u tin nc ngoi
ti Bad Zurzach, Thy s. Bn mi bn nm sau,
mng li ton cu ca Triumph International
pht trin t y. Vo nhng nm 30, Triumph
pht trin mnh v tr thnh nh sn xut ni y
ln nht Chu u v vo nm 1936, nm th vn
hi Olympics Berlin, cng ty t ho t chc
sinh nht ln th 50 ca mnh.
Phong cch thanh lch tr li vi hnh thc truyn thng: Tm bit nhng kiu
dng tr trung v tinh nghch: sau cuc khng hong kinh t ton cu nm 1929, ngi
ta li hng sang xu th n nh v theo trt t. Xu hng ca thi cng thay i
v tp trung vo nhng ng nt mnh mai. Phong cch thanh lch thay th cho s
sang trng v cu k. Vo cui nhng nm 30, Triumph ln u tin cho ra mt loi
ni y khng dy. Mt s i mi khc na l s ra mt ca nhng chic o ngc vi
nhng chic cp o st nhau v hai dy c th iu chnh c.
II.2. Bnh trng v nh v
1948
S khi u mi m sau vic ci cch tin t,
khuyn khch sn xut. Cng ty m rng v
pht trin cc mnh v t nm 1953 tr v sau,
cng ty thc hin cc giao dch di thng
hiu l Triumph International. T 1954 n
1959, cng ty m rng khp Chu u: cc chi
nhnh ln lt c m ti B, Anh, Thy in,
, Phn Lan, Na Uy, an Mch, o v H Lan.
Nhng nm thng cc thnh ca nn kinh t - t chc phn thnh mi:
Th Chin th II v s mt mt ca nhng nm sau chin tranh qua i, mt ln na,
ngi ta li ch trng n dng v bn ngoi. Mt nh thit k tr ngi Php pht
trin mu New Look, phc ha phong cch thi vi nhng ng cong y n
tnh rt hp dn. Nhng minh tinh ca nhng nm 50 rt ng h kiu o m st
vng eo v c bit l lm ni bt bu ngc. V ngnh cng nghip ni y mt ln na
li ni ln; Triumph i trc v tr thnh ngi dn u th trng. Diana l

kiu o ngc u tin vi gi bn c khuyn dng nhiu nht n bo m c

cht lng nh nhau cho d bn mua n bt k ch no.
Cng ty am hiu c nhng du hiu ca thi cuc v hng mnh khng ch
sang xu hng quc t ha m cn theo xu hng lun i mi. Triumph a ra
kiu dy o ngc c lm bi nhng si vi c th ko gin vo u nm 1954: n s
h tr bn lu hn m khng b co, b qu st hoc s ko cng khin bn au.
Nm 1956 chng khin s kin hp tc lu di vi nh sn xut y phc thi trang n
ni ting ca c Heinz Oestergaard. theo kp vi gu ca ng ta: Thi trang bt
u t nhng si dt, s thanh lch bt u t nhng mnh vi bnh d, nh thit k
ngi c ny yu cu cho ra i nhng sn phm vi ni y mi thun ty dnh
cho phi p. Triumph gii thiu mt chng trnh biu din thi trang ni y rt
phong cch ln u tin trong lch s cc ngi mu khng mt o ngc bn trong
m ch bc i trn sn khu vi vi ni y vt qua da trn ca mnh. Thi trang
lt l thng ip ca nm 1957 ti bui biu din ca Triumph Cung in hong
gia Anh. Bui biu din tip theo sau din ra ti Hi ch vi quc t Cairo vo
nm 1958, v trong nm 1959, khch sn Berlin Hilton t chc chng trnh biu
din thi trang ni y ln nht tng c t chc thi by gi vi s hin din ca
200 nh bo t 16 quc gia khc nhau.
1960
Triumph International m rng sang th trng Chu v m mt chi nhnh
Hng Kng vo nm 1960. Trong hn mt thp k tip theo ln lt m nhng chi
nhnh Malaysia, Singapore, i Loan, Thi Lan, Philippines, Indonesia, Trung Quc,
Sri Lanka, Vit Nam v n . Cng ty pht trin v tr thnh mt trong ba nh sn
xut ln nht ti Nht Bn vo gia nhng nm 60. Cc chi nhnh mi cng tip tc
c m Chu u nh Ty Ban Nha, Hy lp, Php v B o Nha. Vo nm 1965,
Triumph International a sn phm ca mnh n 92 quc gia.
Nhng nm 60 chao o S pht trin mang tnh lch s.
Si n hi ln u tin c tung ra th
trng vo nm 1959 di thng hiu
Lycra v to nn mt cuc cch mng
trong ngnh thi trang lt. Si n hi c
th c s dng sn xut nhng vt liu
bn hn v nh hn vi nhng c tnh
chm sc v may mc tt hn. S a dng ca
si n hi c pht trin mnh. Thm
ch vo cui nhng nm 60, dn dn ni y
Chu u v M u c sn xut bng hn
hp si n hi. Nm 1966, Triumph cho
ra i mu lt Doreen. c ch to t
hn hp polyamit 15% co gin, mu ny ngay
lp tc tr nn n khch nht v vn gi
c v tr trong nhiu nm sau. Triumph
l nh sn xut ni y u tin gii thiu quy
trnh c cup o ngc m khng phi dng
n nhng ng ni vo nm 1967. Phng
php mi ny l ct mc ch ng cho cng vic sn xut ni y trong tng lai: n
cho php to ra nhng mu o ngc thoi mi hn v nh hn m khng c bt k

ng ni no. Triumph cng bt u hng sang xu th qun o phc v vui chi

gii tr v bt u sn xut bikini v qun o bi vo nm 1962.
Cng tc qung co cng c ch trng nhiu hn: Thng hiu, khu hiu, v biu
tng hp dn nhm hng n nhng ngi ph n t tin. Ni bt l chng trnh
qung co ca Triumph c cho thy mt ngi ph n nng ng vi khu hiu
Xut hin t tin y quyn r.
1977
Cng ty t ti Bad Zurzach - Thy S tr thnh
cng ty u tin v duy nht nm trong tp on
Triumph International Spiesshofer & Braun KG.
Cng cuc quc t ha ca cng ty lin tc pht
trin: nh my sn xut Wiener Neustadt
(Vienna, o) v nhng trang thit b Heubach
(c), Hng Kng to nn danh ting ca
Triumph vi hnh tng l cng ty thi trang cng
ngh cao. Nhng nh my ny tr thnh nhng
trung tm thng tin cho nhng k s ngnh dt may v nhng chuyn gia v qun o t
khp ni trn th gii. S nh v chin lc ca cng ty cng c tng cng khp
cc lc a: nm 1972 Triumph mua th trng ti Brazil, thn tnh House of
Jenyns c v tin hnh sn xut theo hnh thc nhng quyn ti Nam Phi. Cc
cng ty con c lp ti Chile, Thi Lan, Philippines v bt u tip th ti Indonesia.
Nhng nm 70 phng khong mt vt sng mi.
Triumph ni ting trong nhng nm 70 vi chng trnh biu din thi trang ln
nht tng c t chc thi by gi. N tr thnh chuyn lu din thi trang c
bit vi l trnh khong 25.000 km: Chng trnh biu din thi trang ca Triumph
nhng nm 70 a nhng ngi mu ca cng ty i khp Chu u v Chu .
Thi trang chuyn sang mt xu hng mi vn c d bo trc t nhng nm
60: nhng bin ng ca x hi to ra quyn lc hoa v vy ngn. Khng ch c th
hiu v o vi ai lng v o khoc gim, nhng chic o ngc theo chc nng trc
y vn ng tr trn th trng gi y cng khng cn c quan tm, a thch nhiu
. Ton ngnh cng nghip ni y buc phi i u vi cnh gim doanh s v doanh
thu v vo thi im ny, hn lc no ht, vic u t ca Triumph International vo
nhng chic o ngc vi cup c mi bt u cho thy hiu qu ca n. Cng ty l
nh sn xut qun o u tin c sn phm c lm t nguyn liu hn hp gia
Lycra v nylon, mt loi nguyn liu cc nh v cc bn. Vic may mc c thc
hin m khng phi cn ti kim ch bng cch kch hot phn t phc hp nh cng
ngh cao v vi thit k hon ton khng c ng may ny, Triumph thnh cng
trong vic ch to ra chic o ngc mt c rt kn o nhng vn cho thy c
nhng ng nt gi cm v thanh nh, khng cn th nhng vn va kht vi mi ph
n. Vic mua hng m khng cn phi th trc mt ci tin c cho n nng
nhit thi . Thnh cng ny khng nh v th ca Triumph: chic o ngc
c a chung hn nhiu cc nc Chu u cho n nm 1998 v cho n nm
2004 th chic o ngc ny li c sng i li vi cht liu may mc mi.
Mt im sng na trong lch s ca Triumph International l s cho ra i nhn
hng sloggi vo cui thp k ny. c cho ra i vi slogan Cuc cch mng
cotton, vic ci cch cht liu ng ngha vi chic qun chip cc k mm mi, nh
nhng v khng h b nhn. c ng gi trong mt chic hp to np, sloggi tr

thnh sn phm bn chy nht trn ton th gii, vi hn mt t mt hng c bn

sch cho n ngy nay. Va kht nh eo gng l cu ni m ngi Anh u i dnh
cho sloggi v ngi Php th li ngh n chic qun sloggi vi kh nng gi c
kiu dng v lun lun mm mi, cho h cm gic cc k thoi mi cho d c b git
vi nc m hoc nc nng th n vn gi c c trng l khng h mt dng.
S tr trung v gi cm mt cch thoi mi l ch chnh trong cc chng trnh
qung co hng thp k lin. V Triumph, vi t cch l ngi ng u th trng,
cho thy s thng nht ca n: v p v s gi cm c khc ha mt cch
rt chn thc. V kt qu l mt mu o ngc hon ton trong sut ra i c
qung co c vi slogan ng th, c th cng l thi trang. Triumph lun ha
hn s mang li nhng tri nghim thch th v s phng khong trong ni y.
1986
Triumph International t chc k nim ln th
100 ca cng ty. Trong sut 100 nm hot ng,
tp on Triumph thu tng cng 19.000 nhn
cng trn ton th gii v tng doanh thu ln n
hn 996 triu franc Thy S. Vic m rng kinh
doanh ca Triumph khng ngng pht trin:
Triumph International bt u bn hng Cng
Ha Dn Ch Nhn Dn Trung Hoa vo nm 1985
v by gi li tin su hn trong vic m rng th
trng bng cch tn cng vo trang phc lt ca nam Php vi nhn hng HOM.
Vic ny din ra vo 1988 sau khi hp ng bn quyn c k kt vi Uruguay v
hp ng sn xut ni y v bi bt u vi GDR c. Vic xy dng 3 cng ty
thng mi ti ba th trng quan trng khc l Canada, New Zealand v Nam Triu
tin din ra mt nm sau .
S tr li ca xu hng tn th c th v ch n vng eo.
Vo u nhng nm 70, Triumph l nh sn xut u tin tung ra th trng nhng
mt hng dnh cho nhng ngi ph n yu thch th thao. V cng ty thu c li
nhun rt cao khi xu hng tp th dc thm m bng n trn ton th gii vo nm
1983. ng nhin nhng ngi ph n hay vn ng th thao s cn nhng chic o
ngc c bit v Triumph tung ra nhng thit k ph hp vi s h tr ti a v an
ton cho cc hot ng th thao v mang li cm gic thoi mi nht cho ngi s
dng.
Tuy nhin rt kh nm bt xu hng thi by gi; mi xu hng u c mt xu hng
khc tri ngc li vi n. Ting gi ca thi trang khng cn nh hng nhiu lm,
nhng ngi ph n hin i biu hin rt nhiu mt khc nhau v bn cht ca h
- v iu cng nh hng n vn o qun ca h. Hng ngy h mc nhng b
sloggi thoi mi nhng khng km phn gi cm, vo nhng thi khc lng mn h
mc nhng b ni y y quyn r v nhng lc chy b th gin th h li chn kiu
o ngc th thao. Cc nh thit k thnh lnh chuyn nhng b ni y tr thnh nhng
b ngn tay rt thi trang b st vng mt v c th ca ngi ph n. Nhng nm
80 l nhng nm ca ni y; gic m v v p hon ho c tc ng mnh n
th gii qung co. Nhu cu tiu dng ca phi p tng ln: o b st, h tr vng 1,
o ngc v qun di vi phong cch sang trng mt ln na li tr nn thu ht th
trng v Triumph bit phi lm th no bin gic m v c th hon ho ny tr
thnh s tht.

1990
Vi vic mua li nhn hng ni y ng cp ca Php l
VALISERE vo nm 1990, Triumph International m rng
danh mc ca mnh vi mt b phn sn xut hng sang trng.
Nhng nm 90 l nhng nm thng pht trin lin tc v khng
ngng m rng khu vc ng u v th trng Chu ,
nhng thit b sn xut mi c ch to ti Thi Lan, Cng Ha
Dn Ch Nhn Dn Trung Hoa v n . Cng ty m mt ca hng Triumph
Warsaw vo nm 1999 v s nhn cng lm vic cho cng ty tng t 11.000 ngi
t nhng nm 90 ln n tng s l 35.000 nhn cng.
Thp k d chu mong ch s t nhin.
S n o v x b ca nhng nm 80 bt u lng xung Nhng nm 90 l thi
im ca s trm lng. Sau nhng nm thng n o, khch hng gi y li mong
mun c c nhng th gn gi vi thin nhin hn, v trong c c ngnh may
mc. Triumph cm s dng nhng cht ha hc khng cn thit trong vic sn xut
ca mnh vo nhng nm 70. Lc ny, cng vi cht lng cao, vi cotton hu c th
n nhng ci mc v nhng mc xch cng khng h s dng cht m niken.
Nhng nm 90 cng l nhng nm thng ca s tng phn: trong khi dy eo qua vai
ang dn bin mt trong gii nhng ph n trung nin th kiu o ngc h tr nng ti
a li bng ln c; hnh tng siu mu Naomi Campbell trn mt bin qung co
cao 3 met t trn cao nhn xung mt cch kiu hnh rt gi cm i vi nhng ngi
quan st. V thng ip ca bc qung co ny l t c th - n gic quan. V vi
iu ny th Triumph tm c xu th ca thi : doanh thu ca kiu o h tr
nng ti a tng gp 6 ln c sau chin dch qung co ny. Triumph cng cho
thy s ti tnh ca mnh khi cho ra i mu m mi vo nm 1998 vi s ci tin ton
cu Mm mi v gin d: l mt kiu o ngc vi cht liu si t iu chnh vi
kiu dng v kch thc ca ngi mc khi gp nhit c th.
II.3. Cu chuyn thnh cng
2002
Thng hiu Triumph c s dng trong 100 nm qua v Cng ty tip tc con
ng tng trng lin tc trong thin nin k mi. Nhng ca hng Triumph c
m nhng thnh ph chnh ca Chu u. Tham
gia th trng Chu , c bit l n , cng
c vi h thng bn hng Mumbai, Chennai,
Delhi v Bangalore. Nm 2001, ng u, a
state of the art (bn tuyn ngn ngh
thut) - n v sn xut sn phm Triumph c m Hungarys Dunaujvaros.
c m trn sn khu mn trnh din trn
ng ph thi trang lt c t chc vo nm 2001 ti Trung Quc, vi tng s
200 mn trnh din 30 thnh ph! Vi sn phm o ngc Minimizer, Triumph phn
hi nhng mong mun ca mt nhm ph n ang pht trin nhanh. Nhng o ngc
ny lm gim kch thc bu ngc xung 1 size v c bit thoi mi khi mc. Nm
2001 o Soft Secret mt loi o ngc c c lm t loi si c siu nh v
khng th pht hin bn di gng kim loi hon ton trn tru v va kht. Nm

2003 mu Form & Beauty gii thiu loi o vi gng kim loi giu bn trong cho s
thoi mi nht khi di chuyn.
III. THNG HIU NGY NAY
tn ti v khng ngng pht trin, khng nh thng hiu, Triumph thc hin lin
tip cc chin lc y tnh khoa hc nhng cng khng km phn ngh thut.
III.1. Chin lc sn phm
III.1.1. Chin lc dng sn phm
Triumph ngy nay ln lt thit lp v pht trin ba dng sn phm ni ting:

Triumph - c to ra bi tnh yu trong tng chi tit, c a vo bi s knh trng

v s hon ho, ph hp vi ph n ngy nay. Gm cc series: Maximizer, Modern
Shape v Premium, vi cc loi sn phm a dng: qun lt, o ngc, o bi, bikini.
Miss Triumph - Hp tnh thi trang v ph hp cho ph n vi cm xc mnh m
cng vi s khu gi. Chuyn v series: Miss Triumph, vi cc loi sn phm: qun lt
v o ngc.
Ecochic Triumph - Dng sn phm t nhin v sinh thi cam kt tn trng mi trng.
Chuyn v series: Modern Shape, vi cc loi sn phm: qun lt v o ngc.
Ban u, Triumph International l nhn hng cao cp dnh cho gii thng lu, nhng
v sau, cng ty quyt nh dn xung th trng thp hn, bng chng l sn
xut cc sn phm mi vi mc gi t hn 80.000 VN n gn 300.000 VN, thay v
hn 700.000 VN n khong hng triu VN nh khi mi bt u vo Vit Nam.
Hin Triumph lun c gng nghin cu v b sung cc sn phm mi nhm tm kim
li nhun nhiu hn, ng ng th hiu, nhu cu thm m ca khch hng, cng nh c
gng dn u th trng v lp kn cc l hng ngn nga i th cnh tranh.
III.1.2. Chin lc tp hp sn phm
Gn y nht, Triumph cho ra i cc series mi, khng cu k, bng by, nhng
cng khng km phn quyn r, gi cm v khng h mt i tnh cao cp: Comfort on
Demand, Love Cushion v Maxi Cleavage.

III.1.3. Chin lc cho tng sn phm c th

Hng lt Triumph International c mt lu v chim c cm tnh ca tt c cc
ch em. Khng ch lin tc cung cp nhng mu lt mi vi thit k bt mt, thi
trang Triumph cn lun mang n cm gic thoi mi v t tin cho ph n.

Bn cnh , Triumph khng ngng ti nh v, lm cho c th gii khng th phai

nha thng hiu Triumph. V chin lc ny, mnh v gy shock nht khi c thc
hin Nht Bn.
u tin l cho ra i "My chopsticks bra" (o ngc
a ca ti), vi nhng chic a c th c gp li
v giu kn bn trong nh mt thng ip xanh vi hi
vng gim c loi a dng mt ln ri b rt thng
dng ti Nht. Hin mi nm dn Nht vt b khong 25
t i a g loi dng mt ln. Theo Hng Triumph
International, nhng chic a rt nh gn ny c
thit k nh mt phn ca khung o ngc.
Tip n l o lt ti xch trong b su tp Xun H
2007 ti Nht Bn. Ch cn m chic o ngc ny (xem
nh di), n s bin thnh mt ci ti xinh xn. Sn
phm (khng c bn) ny l mt c gng ku gi s quan tm n vn mi
trng, cng nh hng ng vic thc hin Lut ti s dng bao b c sa i
c chnh ph Nht Bn thng qua vo 6-2006.

Khng th khng k n chic o ngc tm chng. Chic o ngc khc thng

ca Triumph tn gi Konkatsu, c ngha l "o ngc sn lng m ci". N bao
gm mt ng h in t, trong cc ph n ang tm kim bn i s ghi vo
y ngy thng m h mong mun t chc m ci.
Nu ngi mc may mn tm c "Mr Right", ngi mc ch vic cm chic
nhn nh hn vo v tr ci nhn gia chic o ngc. Khi , ng h m
ngc s dng li v o ngc s chi bn nhc Wedding March (Hnh khc m
ci) ca Felix Mendelssohn.
m bo rng ngi mc o chun b sn sng, Konkatsu cng "phng sn"
mt con du chnh thc k kt cc hp ng hn nhn v mt chic bt k
tho thun trc l ci.
P
ht ngn vin Keiko Masuda ca hng Triumph
cho hay, sn phm mi ny, hin cha c
bn trn th trng, thch hp vi cc ph n
Nht Bn hin i vn khng cn mun ch
ngi mt ch v i ngi chng tng lai tm
n vi h.
Chic o c v tr gi nhn nh hn, ng h
in t v dng ch "o ngc sn lng m ci".

"Ph n
Nht
Bn ngy cng tr nn nng ng hn nam gii, hot ng tch cc hn ch
ng trong hn nhn. Trc kia, nam gii mi l ngi ch ng trong hn nhn.
Vai tr gia nam v n thay i hon ton".

T l ngi lp gia nh ti Nht Bn ang gim v tui kt hn trung bnh ca n

gii l 28, tng i mun ti mt t nc ni cc ph n c thn tng b ch l
chng khi qua tui 25.
Theo con s thng k chnh thc ca chnh ph, Nht Bn c gn 57% ph n
trong tui di 34 tui cha kt hn mc d Nht c 3.800 cng ty chuyn cung
cp cc dch v mai mi.
V gn y nht, chnh l s ra
i ca o ngc trng la ngy
13/5/2010, nhm nng cao thc
ca mi ngi v s t cung t
cp thc phm, cho php ngi
mc c th trng la bt k lc no
v u.
Chic o ngc, c lm bng
nha ti ch, c ni vi nhau
to ra nhng chic bnh trng
la. Chic bnh ny sau c
y t, ni ngi mc c th
gieo ht thc. Bnh c ti
nc thng qua mt chic
vi eo tht lng ca ngi
mc. Nhng lo ngi ngy cng gia
tng v an ton lng thc, mi
trng v m hnh l tng v
phong cch thn d ang khin
nhiu ngi thnh ph quan tm
ti nng nghip, tng l ngnh tr
ct ca nn kinh t Nht Bn. Go cng l ngun thc phm ch yu t nc
mt tri mc.
Nm ngoi, cc ph n tr ti Nht Bn rt quan tm ti nng nghip. Chng ti
mun cc ph n khc cng tri nghim ngh nng, pht ngn vin Yoshiko
Masuda ca hng Triumph ni.
Cc b c trong nh cho php mi ngi t trng la rt ph bin trn mng.
Chng ti ngh s rt th v khi o lt cng c th cho mi ngi tri nghim tng
t, c Masuda ni.
Chic o cng i km vi i gang tay lm vn. Tuy nhin, cc ph n Nht Bn
thch lm vn s khng c c hi mua chic o ngc ny v chng ch l sn
phm th nghim ch khng em bn.

III.2. Chin lc nh gi

Nu mun mua sn phm Triumph thng qua knh Internet, ta t c th bit c r

mc gi ca tng sn phm m phi lin h, hoc l c gi c th nhng li thp hn
hoc cao hn so vi cc sn phm c by bn ti cc i l, ca hng c quyn.
l do cc thnh phn to nn gi tc ng. Sn phm mua bn trc tuyn c th thp
hn do khng phi ng thu mn bi, mt bng, nhng cng c th cao hn v chi ph
vn chuyn. i vi sn phm c by bn, khung gi ny hon ton c th v a
dng, c tnh ton k lng: nh ph: Chi ph sn xut + Bin ph: tin thu mt
bng, tin lng nhn vin bn hng, + Tin li. Tuy gi c khng bnh dn, nhng
tin no ca ny. va th khch hng mi quyt nh mua, v gi tin cho d th
no cng ng vi s hi lng, chnh l gi tr hng ha c biu trng qua gi
c
Do qua cc i l, ca hng, ta c th thy cc mc gi t 87.000 VN n 1.115.000
VN.
Chnh nh khng qu t , Triumph ti th trng Vit Nam c th cnh tranh vi
cc i th nh: Sorella, Bon Bon

III.3. Chin lc phn phi

Triumph ph dy, ph xa, thit lp cc i l, ca hng c quyn trn khp Vit Nam,
ti trung tm ca cc tnh, thnh ph, nhm d gy ch v thun tin cho s i li ca
ngi dn.
Sau y l cc gian hng ti thnh ph H Ch Minh:
DIAMOND 34 L DUN - Q. 1 - TP. HCM
THNG X TAX 135 NGUYN HU - Q. 1 - TP. HCM
ZEN PLAZA 54-56 NGUYN TRI - Q. 1 - TP. HCM
PARKSON L THNH TN 35 BIS-45 L THNH TN - Q. 1 - TP. HCM
NOW ZONE 235 NGUYN VN C - Q. 1 - TP. HCM
HAI B TRNG 1 212 HAI B TRNG - Q. 1 -TP. HCM
HAI B TRNG 2 419A HAI B TRNG - Q. 3 - TP. HCM

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 HAI B TRNG 3 184 HAI B TRNG - Q. 1- TP. HCM

HAI B TRNG 4 50 HAI B TRNG - Q. 1 - TP. HCM
CNG QUNH 2 189/3N1 CNG QUNH - P. NGUYN C TRINH - Q. 1 TP. HCM
NGUYN TRI 1 417 NGUYN TRI - P. 7 - Q. 5 - TP. HCM
NGUYN TRI 2 B55 NGUYN TRI - P. NGUYN C TRINH - Q. 1 - TP.
HCM
NGUYN NH CHIU 459C NGUYN NH CHIU - P. 5 - Q. 3 - TP. HCM
L VN S 1 245E L VN S - P. 14 - Q. PH NHUN - TP. HCM
L VN S 2 296 L VN S - P. 14 - Q. 3 - TP. HCM
CCH MNG THNG TM 392 CCH MNG THNG TM - P. 11 - Q. 3
TP. HCM
HONG DIU 285 HONG DIU - Q. 4 - TP. HCM
PARKSON HNG VNG 2 L THNG KIT - 126 HNG VNG - P.
12 - Q. 5 - TP. HCM
AN DNG VNG 59B AN DNG VNG - P. 8 - Q. 5 - TP. HCM
HU GIANG 182 HU GIANG - P. 6 - Q. 6 - TP. HCM
LOTTE 469 NGUYN HU TH - P. TN HNG - Q. 7 - TP. HCM
PARAGON 801 NGUYN VN LINH - Q. 7 - TP. HCM
3 THNG 2 34 BA THNG HAI - Q. 10 - TP. HCM
COOPMART L THNG KIT 497 HA HO - P. 7 - Q. 10 - TP. HCM
PARKSON FLEMINGTON 182 L I HNH - P. 15 - Q. 11 - TP. HCM
U C 99 U C - P. 14 - Q. 11 - TP. HCM
PHAN NH PHNG 117 PHAN NH PHNG - P. 7 - Q. PH NHUN - TP.
HCM
PARKSON CT PLAZA 60 A TRNG SN - Q. TN BNH - TP. HCM
SUPER BOWL A 43 TRNG SN - Q. TN BNH - TP. HCM
G DU 79 G DU - Q. TN PH - TP. HCM
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 QUANG TRUNG 159 QUANG TRUNG - P. 10 - Q. G VP - TP. HCM

III.4. CHIN LC XC TIN
Xc tin l nhng n lc ca doanh nghip thng tin phi thuyt thc, nhc nh v
khuyn khch khch hng mua sn phm, cng nh hiu r v doanh nghip. Nh xc
tin m doanh nghip c th bn ra nhanh hn v nhiu hn.
Hin nay Triumph v ang thc hin cc hot ng marketing truyn thng n
khch hng, cc gii trung gian v gii cng chng khc bng mt hn hp truyn
thng marketing. Ta i tm hiu cc cong c ch yu sau: qung co, khuyn mi, quan
h cng chng v tuyn truyn.
III.4.1. Qung co
Ti Vit Nam, qung co lt trn truyn hnh cn cha thnh hnh v khng ph hp
vi thun phong m tc, th nn ngi Vit ch c th bit n Triumph qua cc qung
co trn bin hiu ti cc i l, ca hng, cc clip, hnh qung co trn Internet.
III.4.2. Khuyn mi
Khuyn mi l chnh sch m hu ht cc doanh nghip u mun thc hin v dng
lm phng thc chnh cho xc tin.
Nm 2007 va qua, Mt nm s dng sn phm Triumph min ph l tiu im
gy ch trong Chng trnh Du Xun may mn ti Parkson TP HCM ti th by,
ngy 20/1/2007. Trong khng kh m cng, gin n nhng trang trng, i din Cng
ty Triumph International Vit Nam, ng Christian Stolba thn tnh giao lu vi cc
khch hng v cng vi cc thin thn Triumph tm ra ngi may mn nht trao qu
tng mt nm s dng sn phm Triumph min ph, gm 12 b trang phc lt thi
trang, snh iu nht ca cc dng sn phm Triumph cao cp. Nhn dp ny, ng
Stolba cng by t lng bit n su sc n cc khch hng tin tng ng h v gp
phn lm cho Triumph lun l sn phm trang phc lt thi trang dn u th trng k
t khi Triumph c mt ti Vit Nam nm 1992.
V hin Triumph ang sales off 20% n 30% t 15/5 n 18/6/2010 hng ng
phong tro Hy thay i th gii bng phong cch XANH do Thnh on TP.HCM
pht ng.
III.4.3. Quan h cng chng v tuyn truyn
Triumph International thng xuyn m ra cc cuc hp bo gii thiu sn phm mi,
m ra cc cuc thi thit k, cng ti tr cho cc chng trnh truyn hnh v cc s
kin.
c ng cho World Cup 2006, hng thi trang ny t chc mt show din
ngay ti thnh ph Munich, c. Gp phn c mt trong bui biu din c c
nhng c gi chn di ca cc chng tuyn th tri bng. Nhng thit k c o
ny u c ly cm hng t tri bng trn. l nhng b bikini cc k
sexy, din chng, bn tr thnh mt c ng vin cung nhit ca b mn th thao
hp dn nht ton cu.

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Mt mu bikini cc k sexy ti show din.

T thng 8 n 1/11/2007 l thi gian xy ra cuc thi Nhng cp mng p nht

th gii, v chnh cng ty lt Triumph ti tr cuc thi ny.
Gii nht thuc v cp mng ca mt c gi Bulgaria v mt chng trai ngi
Romania, pht ngn vin ca cng ty Triumph cho bit.
Ngoi phn thng bng tin mt tr gi 14.400 USD, c Kristina Dimitrova, 19
tui, v anh Andrei Andrei, 24 tui, cn nhn c mi ngi mt hp ng lm
ngi mu cho chin dch qung co quc t sp ti ca cng ty Triumph cng
nh chnh sch bo him ko di mt nm dnh cho "cp mng" ca h trong
trng hp b thng tn.

IV. TM NHN TNG LAI

Mt logo Triumph mi hin i c t ngay

trung tm ca mu thit k qung co, vi iu
ny Triumph cam kt lun tm hiu v p ng
nhng mong mun cng nh m c ca khch
hng kh tnh nht. Chin dch qung co ca Triumph hin ti, chp nh bi nhip nh
gia ngi Thy in Peter Gehrke, th hin ngi ph n Triumph t tin vi phong
cch t nhin trong nhng tnh hung cuc sng thc t. Triumph cng khng ch ly
ngun cm hng cho cc thit k t nhng hng ng ca mnh: gii thng Triumph
Inspiration Award c to ra cho hy vng ca nhng ti nng tr c c hi to tn
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tui cho mnh trong th gii thi trang. Gii thng ghi nhn nhng nh thit k ti
nng tr trong tng lai t khp ni trn th gii v iu to ra mt cuc i thoi
gia cng ty vi nhng ngi tiu dng tr sng to. Cc lin kt cm xc ca nhn
hiu thng qua h thng cc ca hng Triumph, ni khng ch trng by sn phm
m cn, trn tt c, khuyn khch c nhn lin h vi nhm khch hng mc tiu.
V. LI KT
y l mt bi tp thc t tuyt vi trn c tuyt vi ! Nh n m chng em c ng
lc tm hiu bi hc, tm hiu thc t, t hiu c kin thc m chng em c
hc khng phi l l thuyt sun nm trn trang giy, m l c mt qu trnh nghin
cu v thc hnh ca cc nh Marketing ti ba. Do vy, cn phi bit trn trng v ham
thch thc hnh hn na.
Cng hp nhm nhiu, chng em cng c c hi giao lu v hc hi nhng iu th v
t cc thnh vin trong nhm. Ngoi ra, ngn la nng ng, t tin v cm gic hu
dng cng c nhen nhm ngy mt mnh trong mi thnh vin trong nhng ngy
qua. qu l iu khng th ng ti.
y chnh l tm huyt, l cng sc v l thnh qu ca tp th, khng ngn t no c
th din t c ni vui mng ca chng em khi bi tp gn nh hon thnh. Khi
vit nhng li kt ny, cng l lc cm gic hi hp ch i ngy thuyt trnh v nhn
c nh gi ca thy cng nh cc bn trn ngp trong lng nhm 5. L bi tp thc
t u tin, chc hn khng th trnh c thiu st, knh mong nhn c s thng
cm v gp chn thnh t pha thy.
Li cui, chng em xin cm n thy v tt c ! CM N THY !

Ngun tham kho :

www.triumph.com/vn
www.google.com.vn
www.dantri.com
www.youtube.com

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NHN XT CA GIO VIN

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MC LC
...............................................................................................................................Trang
I. GII THIU NHN HNG THI TRANG........................................................1
II. LCH S PHT TRIN THNG HIU..........................................................1
II.1. S hnh thnh........................................................................................................1
II.2. Bnh trng v nh v........................................................................................2
II.3. Cu chuyn thnh cng........................................................................................6
III. THNG HIU NGY NAY ............................................................................7
III.1. Chin lc sn phm .........................................................................................7
III.1.1. Chin lc dng sn phm ................................................................................7
III.1.2. Chin lc tp hp sn phm ............................................................................8
III.1.3. Chin lc cho tng sn phm c th ...............................................................8
III.2. Chin lc nh gi ..........................................................................................10
III.3. Chin lc phn phi ......................................................................................10
III.4. Chin lc xc tin ..........................................................................................12
III.4.1. Qung co ........................................................................................................12
III.4.2. Khuyn mi ......................................................................................................12
III.4.3. Quan h cng chng v tuyn truyn ..............................................................12
IV. TM NHN TNG LAI ..................................................................................13
V. LI KT ...............................................................................................................14

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