K HOCH MARKETING

Xy dng bn k hoch marketing cho qun cafe

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nh ngha Quy trnh marketing

Marketing Mix
Phn tch SWOT
M hnh hnh vi khch hng
Lp k hoch qung co

Ni dung

 Marketing l mt hot ng cn thit v khng th thiu trong kinh

doanh. N c xem l cu ni gia Doanh nghip vi Khch hng
mc tiu.
Hiu mt cch n gin hn na: Market l Ch v Marketing l Ra
ch bn hng, bao gm vic Chn ch, chn sn phm, chn ch ngi
(t i th, ng khch),..
Marketing l nhng hot ng hng ti khch hng nhm tha mn
nhng nhu cu v mong mun ca h thng qua qu trnh trao i
tng tc. (Kotler 1980)

Marketing

 CCDVTP = Create, Communicate and Deliver Value to

a Target market at a Profit

 Bc 1 Research: Nghin cu th trng

Bc 2 Segmentation: Phn khc khch hng theo kh nng chi tr, h
u, li sng, tui, gii tnh
Bc 3 Target Market: Th trng mc tiu: Khi no, bao gi, a im,
phng php phn phi
Bc 4 Positioning: nh v thng hiu/ phng php cnh tranh khc
bit.
Bc 5 Marketing Mix: bao gm 4P hay 7P, i khi nh sau:
Bc 6 Implementation: Thc thi to sn phm, phn phi, lp Media
plan, thc thi marketing, truyn thng
Bc 7 Control: Kim sot KPI, chi ph marketing/ doanh thu

K hoch marketing mix

Cafe Take away ti HCM

M hnh phn tch SWOT l mt cng c hu dng c s dng nhm hiu r im mnh ( Strengths), im
yu ( Weaknesses), C hi ( Opportunities) v Nguy c ( Threats) trong mt d n hoc t chc kinh doanh

PHN TCH SWOT

Strengths im mnh
im mnh chnh l li th ca ring bn, doanh nghip, d n, sn phmca bn. y phi l nhng c im
ni tri, c o m bn ang nm gi khi so snh vi i th cnh tranh. Hy tr li cu hi: Bn lm iu g tt
v tt nht? Nhng ngun lc ni ti m bn c l g? Bn s hu li th v con ngi, kin thc, danh ting, k
nng, mi quan h, cng ngh nh th no? Di y l mt vi lnh vc m bn c th s dng lm c s
bn tm ra im mnh ca mnh:
Ngun lc, ti sn, con ngi
Kinh nghim, kin thc, d liu
Ti chnh
Marketing
Ci tin
Gi c, cht lng sn phm
Chng nhn, cng nhn
Quy trnh, h thng k thut
K tha, vn ha, qun tr
...
Nn nh, bn cn thc t, khng t ra khim tn thi qu, sng sut v lun ng mc khi nh gi im mnh
ca bn, c bit khi so snh vi i th.

Weaknesses im yu
Mt cch d hiu nht, im yu chnh l nhng vic bn lm cha tt. Nu cm thy lng tng th cch tm ra
im yu n gin nht chnh l d li nhng lnh vc ti gi trn kia nh ngun lc, ti sn, con ngi,
nu khon no vng bng im mnh th s tn ti im yu, km. Ngoi ra bn t hi bn thn nhng
cu hi sau: Cng vic no mnh lm km, thm ch t nht? Vic g mnh ang n trnh? Li nhn xt tiu cc
no bn nhn c t ngi tiu dng v th trng v..v
Bn ch cn nh mt iu: im yu l nhng vn ang tn ti bn trong con ngi hoc t chc m chng cn
tr bn trn con ng t c mc tiu ca mnh. Khi nhn thng thn vo s tht, nhn ra nhng gii hn ca
mnh, bn s tr li c cu hi u l im yu? t tm ra gii php vt qua.

Opportunities C hi
Nhng tc ng t mi trng bn ngoi no s h tr vic kinh doanh ca bn thun li hn? Tc nhn ny c th
l:

S pht trin, n r ca th trng

i th ang t ra chm chp, yu km, ting xu

Xu hng cng ngh thay i

Xu hng ton cu

Hp ng, i tc, ch u t

Ma, thi tit

Chnh sch, lut

 Threats- Nguy c
Yu t bn ngoi no ang gy kh khn cho bn trn con ng i n thnh
cng chnh l Nguy c. Danh sch cc vn sau y c th gip bn tm ra nguy
c m bn hoc t chc s gp phi trong tng lai:
Sau khi tm ra nguy c, iu bn cn lm l ra phng n gii quyt v phng
n ny thng l nng cao k nng qun tr khng b nhng nguy c nhn chm
hon ton. Bn c cch i ph vi nhng ri ro tim tng ny cha? Nu cha,
hy nhanh chng vch ra v trin khai nhng cch kh thi gim bt nghim
trng, hoc n trnh (nu c) nhng nguy c ny.

 Chin lc SO (Strengths - Opportunities): theo ui

nhng c hi ph hp vi im mnh ca cng ty.
Chin lc WO (Weaks - Opportunities): vt qua im
yu tn dng tt c hi.
Chin lc ST (Strengths - Threats): xc nh cch s
dng li th, im mnh gim thiu ri ro do mi
trng bn ngoi gy ra.
Chin lc WT (Weaks - Threats): thit lp k hoch
phng th trnh cho nhng im yu b tc ng
nng n hn t mi trng bn ngoi.

CHIN LC T SWOT`

+ Measurable (c kh nng o lng)

+ Targetable (nhm ng khch hng mc tiu)
+ Optimizeable ( c th ti u)
+ Addressable (xc nh)
+ Interactively (c tnh tng tc)
+ Relevancy ( tnh lin quan)
+ Viralable (c kh nng pht tn)
+ Accountable (c kh nng kim sot)

Digital Marketing

1. Xc nh mc tiu chung ca chin dch

2. Xy dng tng
3. Xc nh ngn sch cho qung co

K hoch Marketing

Thm cc doanh nghip/ gia nh quanh qun bn Gi menu

Todays specials
Discounts ch dnh ring cho nhng ngi tng tc vi qun trn mng x hi
Off(line) m On(Line), On m OFF: mi cc nhm hot ng trn facebook n t hp
qun caf ca bn,
5. Ho n: In thng tin gim gi c bit trn ho n cho ln tip theo khch ti qun.
6. Th khch hng trung thnh
7. C cc combo cho sng, tra, ti hoc n c bit cho cc dp nh xem bng ,ngy l
8. Happy hour: gim gi nhiu hn vo cc gi vng khch
9. T chc cuc thi
10. Qung co ti khu vc gi xe/thang my
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Hoch nh chin lc
- xy dng tng

1. Chi theo kh nng

2. Nng theo i th cnh tranh
3. Dnh ring t doanh thu

Hoch nh chin lc

- Xy dng ngn sch

V tr kinh doanh ca bn

Mt lu thng cao
Mt lu thng va phi
Mt lu thng thp

1 im
2 im
3 im

Thng hiu ca bn

Ni ting
Trong khu vc
t c bit n

1 im
2 im
3 im

Mt cnh tranh
Khng c nhiu
Vi i th
C nhiu i th

1 im
2 im
3 im

Cnh tranh v gi
Khng c
Khng ng k
Rt ng so snh

1 im
2 im
3 im

Hoch nh chin lc

- Xy dng ngn sch

- Dnh ring t doanh thu

Vai tr ca hnh nh
Ni dung trn fanpage
Cc hot ng thu ht
Phng php chy qung co

Pht trin fanpage

L Clip (5s u tin, hiu c khi tt ting...)

L m thanh (V cho khch hng gic m)
L poster ( Hnh nh ln, Text cc t)
L ng link bo ch (ng tin cy)
L hnh nh lp li (Hnh nh chuyn ng)

Hnh nh trong qung co

- Vai tr

i v chng mi ci
Tr em d thng
Ngi ni ting
Ngi mc trang phc l thng
Nhng ngi c ngoi hnh l thng
Nhng bc nh cu chuyn cm ng
Khung cnh lng mn
Cc thm ha
Cc vn ang c bn tn
Hnh nh ch mt phn no ca sn phm
Hnh nh cng dng ca sn phm
Hnh nh sn phm ang c s dng
Hnh nh th hin cm gic thoi mi khi dng sn phm

Ni dung

Ch a hnh nh mi ln cho 1 sn phm c sc

Gii hn t 6 7 yu t trong 1 hnh nh
R rng, c th
Lm m hoc n gin phn nn
Chp nhng vt th to t trn xung v ngc li
Th hin s chuyn nghip

Hnh nh trong qung co

- Li khuyn