tng kinh doanh khi nghip:Mc tiu : p ng nhu cu v mong mun ca khch hngX hi ngy cng pht trin, mc sng ca ngi dn ngy cng cao, nhp sng ca con ngi cng tng nhanh.T , con ngi pht sinh thm nhng nhu cu mi. Mt trong s nhu cu v thi gian rt c ch trng. M qu o thi gian ch c 24h/ngy, v thvic s dng thi gian sao cho hp l vi cng vic hng ngy ca mnh l rt cn thit. Vic tiu th thi gian cho cc hot ng hng ngy bao gm nhiu vic trong c th k n ba n ca con ngi. Ngoi vic phi c n ngon, c cht m bo sc khe th i hi phi tn t thi gian. Vic ny gp phn thc y s ra i v pht trin ca cng ngh v ca hang thc n nhanh (fast food) trn ton thgii. V vy, nhm chng em chn tng kinh doanh l CA HNG THC N NHANH KIMBAP (Cm cun Hn Quc). Ca hng c bn c ngy, nhng ki-t. V theo thng tin nhm chng em thu thp c, hin nay cha c ca hng thc n nhanh KIMBAP. Khch hng mun mua mang i, nhanh gn th cha c ca hng . Nu mun dng th h phi gi xe, ch i lm rt lu, s khng thun tin cho cng vic ca h. Bn cnh nhm cn c 2 thnh vin c kinh nghim trong vic bn cm cun cng nh cch thc hin , ngun nguyn liu t u v.vv..Ngon v nhanh l nhng g fast food mang li cho con ngi trong nhp sng hi h ngy nay. Ngoi ra khng gian trong cc nh hang thc n nhanh cng l ni thch hp gia nht hp v va lch s li thoi mi. chng ta c th thy c rng vi x hi tt bt hin nay th thc n nhanh l mt th tuyt vi gip chng ta np calo m khng cn hao tn nhiu thi gian. Mi khi i hc hay bn mt cng vic g chng ta khng c thi gian ngi nu 1 mn n hay chun b mt th g cho sc kho hay gia nh nh ca chng ta th thc n nhanh l ngi bn tuyt vi gip chng ta c th cung cp hm lng calo tc thi sau mt ngy lm vic mt mi v gip chng ta khng mt thi gian chun b mt khu phn n cho gia nh thn yu. Cng dng sn phm nh chng ta thy rt a dng p ng tng khu v ca mi thc khch . Nu chng ta thch nhng king nc th sn sng la cho mnh mt cht khoai ty chin hay mt ming g rn ngon bo ngy, hoc chng ta mun b sung vitamin th c th gi cho mnh mt phn salad cung cp dng cht cho c th. Thnh thong chng ta c th thng thc nhng hng v phng Ty nh mt ci bnh hambuger theo hng v ca php. Chng ta c th thy c rng thc n nhanh c th lm va lng cc thc khch kh tnh v gip h c c nhng ba n ngon ming.Fastfood l mt loi thc n ngon ming v giu nng lng thc n nhanh p ng y nhu cu ca ngi tiu dng nhng bn cnh cng c nhng tc hi. lun m bo cho nhng v khch c mt phn n ngon nht v phi t tiu chun v sinh ln hng u .Thc n lun c gi nhit khng b mc hay hi thi. Mi th u qua khu x l an ton v sinh. Lun bo qun thc n cha qua ch bin trong mt mi trng gi nhit tt thc n vn cn ti nguyn. S dng nhng cht ph gia ring ca mi nhn hiu v c kim nh ca b y t th gii.Phn tch s lc v th trng thc n nhanhHinnaythtrngThcnnhanhtiVitNamangdinranhngcuccnhtranhvcngkhcnghit.KFC,Lotteria,Jollibee,riGloriaJeansCoffees...lintcmcahngnhngaimptiTP.HCMvcnhiudonvshindintiptheo caMcDonaldsvStarbucks-haithnghiuhngucaM.KFCangynhanhtcmcahngtiVitNam-13-15cahng/nm.Hinc44cahngthcnnhanhKFCtiVitNam,v3nmnasl100cahng.CngvithnghiuMny,tcmrngmnglicaLotteria-mtthnghiuthcnnhanhkhccaHnQuc-cngangchimnhngvtrchinlcTP.HCM.Chonnay,Lotteriac35cahngtrncnc.SchpdnnykhinPizzaHut-mtigianhhngcaM-khngthbqua.HainhhngutincaPizzaHut,minhhngcutkhongnatriuUSD,lnltxuthinTP.HCM.Khochcanhhngkhngchcbnhpizzanylnnm2010sc20nhhngtiVN,trong chyuTP.HCM.

CtheonhnghacatinMerriam-Webster-thcnnhanhlthcncchbinsn,nggisnvemsonra,phcvmtcchrtnhanhVitNamchngtacngckhnhiuthcnnhanh(fastfood)ngngha,hpkhuv,ttiuchundinh dng vcbit giccckhp l.lccloibnhchbinsntgo,np(bnhchng,bnhtt,bnhnm,bnhbo,bnhgi),ccloixi(u,ng,g,vt...),nhiumnbn,ph(ti,nm,ch...), lm kiu a trng (pla, bp tt)...Tlu, ngi Si Gn cng quen thucvtn nhim vi ccmn n nhanh cahthng cahngchui NhLan (ccmn bnh, bn, min phctrng);Hthng cahng n nhanhcaKinh; cPht (phong cch phatrn giaccmnn nhanh ctrng phng tyvi nguyn liu, giavph hp khu vngi Vit). Vhng lot cahng n nhanhci bin nhLu CHEN (lu hi sn ctrng), luThi, ccmn nnhanh mang thng hiuZanta...Bncnh,1sthcnnhanhbnhdncbybnkhpccqunnnh,gcphven ng, trng hcCthknCngtyThcphmKinh-cngtysnxuthngtiudnglnnhttiVitNam,vigitrvnhathtrngtrndi400triuUSD.Hinnay,KinhcnhngcahngctrangtrbngmuvmuvngvirtnhiuloibnhkhcnhaunhtrthnhmtbiutngvcucsngangngycngtrnnhiniVit Nam ngynay.HaynhchuicahngPh24ckhngchngiVitNamyuthchmnhngkhchncngicngrtthchthvimnntruynthngny.Hinnay,ph24cnvi57cahngtrongncvmtscahngnhngquynangkinhdoanhhiuquti Philippin, Indonesia,Hn Quc, Singapore, c

Phn khc th trng :Cc doanh nghip pht trin quy m ca hang trn nhiu vng ca Vit Nam. Nhng h vn tp trung pht trin thung hiu ti ci thnh ph ln, cc tnh thnh c th hiu v sn phm cao nh : Thnh Ph H Ch Minh, H Ni, Nha Trang, Nng v Cn Th. Bn cnh , cc doanh nghip cn tp trung vo cc i tng c thu nhp n nh, ngui tiu dng c xu hng s dng cc loi thc phm c thng hiu ni ting nc ngoi. Cc doanh nghip cn tp trung vo cc i tng tr em v tr em l nhng ngi tiu dng c phn ng mnh m i vi sn phm. Nhm nh vo tm l ngui tiu dng, cc doanh nghip tp trung vo cc i tng c tui t 8-30 tui v tui ny, h thng quan tm n cc sn phm thc n nhanh v trung thnh vi cc sn phm ny.Qua , cc doanh nghip cng iu chnh mc gi mt cch hp l nhm vo cc i tng c thu nhp trung bnh.

Tc tng trng ca th trng:C th ni, vi nm gn y th th trng thc n nhanh Vit Nam pht trin vt bt vi s bnh trng ca cc thng hiu nh m nh KFC, Burger King sp ti l s c mt ca nhn hiu Mc Donalds.T gia nhng nm 1990 cho n nay, cc thng hiu thc n nhanh trn th gii gia nhp vo th trng Vit Nam ta. C th c 162 ca hng v KFC (M) theo sau vi 130 ca hng trn ton quc Vit Nam. Tuy ch mi c mt Vit Nam trong thi gian gn y, nhng Burger King phn no chng t c v th ca mnh khi lin tc khai trng cc ca hang trong phm vi Thnh Ph H Ch Minh. Bng chng l trong vng 2 nm nay, Burger King thnh lp 18 ca hng v vi mc tiu s m rng h thng vi trung bnh l 3-4 ca hng/ thng.Theo kho st ca Vinaresearch, vi dn s ng c nh Vit Nam ta, m a phn dn s di 35 tui (chim 65%), Vit Nam l ni thu ht cc doanh nghip nuc ngoi tp trung pht trin th trng thc n nhanh. Mc d trong giai on kinh t kh khn, ngi tiu dng phi cn thn trong vic chi tiu nhng tc tng trng ca th trng khng nhng khng gim m cn tng 26%/ nm.Theo s liu ca B Cng Thng cho thy trong 2 nm qua, tc tng trng ca 3 thng hiu ln l KFC lun t mc trn 30%. C th ni tc tng trng ca th trng ngy cng tng cao v dn dn chim mt khong c phn ln trong cc th trng Vit Nam.

Mc cnh tranh ca th trng:Mc cnh tranh ca th trng cao. C th ni cc doanh nghip tp trung vo vic nh gi cc sn phm. Bn cnh cc doanh nghip cng tp trung vo cc mi quan h cng chng nh i t thin, cc hot ng li ch cng ng nhm tng mc trung thnh v tin cy vo cc doanh nghip. iu ny khin cho cc doanh nghip phi cnh tranh gay gt.Xu hng ca th trng:Th trng thc n nhanh ang xu hng i ln tng ngy, cng v nhu cu tiu th lng thc n nhanh ca ngi tiu dng tng cao. Bn cnh cc doanh nghip ang tin hnh cc chng trnh khuyn mi, ci tin thc n nhm thu ht lng khch hng tham gia vo th trng ny.SWOT

STRENGTHCchng tncngoi:-Tim lcti chnh mnh,mrng mng li phnphi trnton quc(thumt bngkinh doanh, u t xydng nhng nhhng sang trng)-C cng nghvt tri, thng hiu ni ting, doanh nghipc hnhnh tt trongmt cng chng vchim thphn caotrong ngnh.-C knng qun l tt, tcphong lm vicchuynnghip.Cchng trongnc:-Hiu cnt vn ham thccangi Vit-Gir

WEAKCchng trongnc-Thiu vn mrng mngliphnphi(Thumtbng,utdychuyncng nghcao)-Nhn lctrnh thp vkinhnghim qun l cn nonyu.-Thng hiu cnyuhocmiban u xydngCchng ntncngoi:-Hiubitcharkhuv,ntvnham thcngi Vit-Ginhn chung cao

OPPORTUNITY-Dn sng, tr(79 triu ngi di 65 tuiNgun: Tng ccthngk) ddng tip nhn hnhthcbnhng trctip mi, shiu bit vsn phm ngycng cnng cao.-Thu nhp trung bnh cangi Vit Nam ngycngtng, trong nhm c tctng thu nhp nhanh nhttrong khong 500-1.000USD/thng. Bn cnh , tltiudng trn thu nhp cangi Vit Nam thucloi cao nhtng Nam . Ngi Vit Nam tiu dng trung bnhkhong 70%thu nhphng thng.-Vit Nam cxp hngcao vthi lcquancangi tiu dng. Bn cnh , Vit Nam cng cnh gil mt trong 4 thtrng bn lhp dn nht thgii (cngvin , Trung QucvNga, theo A.T Kearney)nnngaycthi kkhng hong fast food vn tng trng nhanh-Vit Nam gianhp WTOnn ro cn gia nhp ngnhthp, c hi cho cchng tip cn kinhnghim qun lbn ngoi, tip cn khoahccng ngh-Tctng trng kinhtkhn nh, l mt trongnhng qucgia c tnh hnh chnh trn nh to mitrng kinhdoanh an ton.-Ngun nguyn liu vngun nhn cng r-Chnh phVit Nam aragi kch cu 8 tcnggim 50% thuVATi vi 19 nhmmt hng, gim 30% thuthunhp doanh nghip hon thuthu nhp cnhntrong 5 thng u nm2009, thchin chnh sch b 4%li sut ngn hng nhm kch cu, tngscmua to choccdoanhnghip c hi kinh doanh.

CHALLENGE-Vicmcathtrng lm giatngp lccnh tranh;yucu snxut ccsn phm png tiu chun cao,cnhtranh vgi, ccht lng cthtrng trong ncvquct..-Khng hong ti chnh toncu:Kinhtgpnhiukhkhn,thunhptrungbnhgim,nhhngtrctip n scmua cangi dn.-Dont vn hacangi Vitlcoitrngbacmgianh,thiquennccmnntruynthngct4000nmnnylrocncathcn nhanh.

M hnh 5 p lc cnh tranh ca Michael Porter:Mc cnh tranh (Degree of Rivalry )Mc cnh tranh gy gt bi cng ngy cng nhiu cc doanh nghip tp trung pht trin th trng ny Vit Nam. c bit, tnh cnh tranh ca ngnh s tr nn gay gt hn khi Vit Nam hi nhp ngy cng su vo nn kinh t ca th gii.Do , c li th cnh tranh so vi cc i th, mt doanh nghip nn thay i mc gi sao cho hp l. C th tng hoc gim nhm va em li li nhun cho doanh nghip, va c th cnh tranh c vi cc sn phm tng t ca cc doanh nghip khc. Bn cnh , cc doanh nghip cn thay i s khc bit ca sn phm (nu c th). Chng hn nh Lotteria them vo thc n ca ngui tiu dng mn g nung n km vi nc st. Vic lm ny phn no thu ht c s ch ca ngui tiu dng do h qu quen thuc vi nhng ming g rn ca KFC, nay c them sn phm mi v l, khin cho ngi tiu dng t m, dn n Lotteria thu ht uc mt s khch hng thng qua vic them sn phm mi ny.Nguy c thay th (Threat of Substitutes)Do Vit Nam l mt nc c nn nng nghip lu i, li c nn m thc phong ph v a dng. V th, nguy c t nhm sn phm c kh nng thay th ny khng phi l nh i vi cc hang thc n nhanh : cm, bnh t bt go, ph v bn.Bn cnh , do con ngi Vit Nam vn a chung m thc cho nn nn m thc Vit Nam cng rt pht trin vi rt nhiu mn n ngon, hp dn v bt mt.Sc mnh ca khch hng (Buyer Power)Khch hng ch yu ca th trng thc n nhanh l khch hng l.Khi kinh t pht trin th ngui Vit Nam sn sng chi tr cao hn cho ba n ngon ming v cht lng.a s ngui tiu dng v ang quan tm n vn cht lng v sc khe.a phn ngi Vit Nam khng thch s bo ngy. M y li l tnh c trng ca cc sn phm thc n nhanh.Gi c thuc dng cao so vi nhng ngi c thu nhp bnh thng, iu ny khin cho cc doanh nghip gp kh khn hn trong vic tip cn vi ngi tiu dng.Trn th trng c nhiu sn phm thay th nh ph, cc mn n khc vi gi c thp hn so vi thc n nhanh.Sc mnh ca nh cung cp (Supplier Power)Cc doanh nghip tp trung cung cp sn phm cho cc i tung t 8-35 tui, bn cnh tp trung nhiu vo cc i tng c thu nhp cao.Vn l cc doanh nghip s la chn thu mua ngun nguyn liu nh th no : thu mua nguyn liu t do vi gi r hoc thu mua nguyn liu vi cht lng cao nhng gi thnh mc hay t to ra ngun nguyn liu ring cho mnh.Do ngy nay, cc doanh nghip kinh doanh thc n nhanh ang dn tin vo th trng Vit Nam. iu ny cng gy ra s cnh tranh gay gt i vi cc doanh nghip trong th trng ny.Cc nh cung cp cng c s khc bit vi nhau r rang v thng hiu sn phm. Tuy sn phm ng nht nhau nhng mi thng hiu c mt nt c trng ring v cch trnh by, khu v v hng liu.Cc ro cn gia nhp (Barriers to Entry)Cc thng hiu ca nh cung cp ni ting khp th gii nn vn u t cao khin cho cc nh cung cp cn nhc k trc khi gia nhp vo th trng mi. Mt phn do thung hiu ni ting nn kh cho cc doanh nghip Vit Nam mua bn quyn v pht trin Vit NamNgy nay c nhiu doanh nghip pht trin thc n nhanh Vit Nam nn cc doanh nghip mi bc vo th trng c kh nng b cc doanh nghip pht trin tn cng, thm ch l ngn cn gia nhp.Thng hiu mang tnh c quyn cao nn cc sn phm c phn phi cng mang tnh c quyn cao.[http://luanvan.net.vn/luan-van/danh-gia-chien-luoc-tham-nhap-thi-truong-viet-nam-cua-kfc-50518/]Tnh thit yu ca sn phm i vi khch hng:Huhtccnhbnl(75%)vnhsnxutsnphmtiudng(58%)xemnhhngkhchhnglmttrongbayutquantrngnhtanthnhcng.CchthngnhLotteria,KFC,Jolibi...ucbphnchuynnghincukhuv,thiquennungcangiVit,tiuchnhgiavchbinchophhpvikhuvngitiudng.Ngoira,cccngtycntmhiumcsngngidn,tnhtongicsaochoccnhngsnphmchtlng,tngngvithunhpcaias.cnhtranhnhauvthuhtkhch,cccahngnnhanhlintctungranhngchngtrnhkhuynmi gim gihp dn.nhhngtheokhchhnglchinlckinhdoanhthencht.Tuynhin,crtnhiutrngictyu,nhlingnhnlcchnvnchacgiiquyt,vtrthnhrocntcthnhcng.Vvy,ccnhbnlvnhsnxutcnchtcnhngyucucbnnht,baogmnhng sliuchnhxc,nhng nhnvinttvnhng cng vicph hp thchin thnhcng chin lcnh hng khch hng.Timlc vti chnhNhngdoanhnghipkinhdoanhtronglnhvcnyctimlctichnhthcngcchithnhcngrtln.Vitimlctichnhhcththumtbngcvtrthunli,utdychuynsnxutcngnghcao,otoingnhnvinphcvtt,thchinccchinlcMarketinghnghu(xctinbn,khuynmi,qungco)nhmtngthphn.inhnhcthknnhl:KFC,Lotteria,BugerKing,KinhCtimlctichnhmnhmimrngquym, mnhiuchi nhnhtrn khpcnc.M hnh 5 tc ng ca Michael Porter

quan trngMc e daim gia quyn

Cc i th tham giatrong ngnh5(v nhng i th trong ngnh hnh thnh t rt lu, ca hng ca nhm ch mi hnh thnh, phi tch cc qung co v gp kh khn lu di mi c th n nh)2(v trn th trng c mt s nh hng hay tim bn CM CUN HN QUC nhng cha p ng c nhu cu ngon sch nhanh, nhng nhm em lm c iu )10

Kh nng mc c canh cung cp2 (v nh cung cp trn th trng rt nhiu v ch l ca hng nh, lng nguyn liu mc hay r cha l vn quan trng lm. Lc u nhm s i d gi trn th trng v lm quen vi nhiu ca hng nguyn liu v mua ch yu ch u mi)1(v c rt nhiu nh cung cp nn mnh khng lo v v an ton thc phm, nhm s kim tra trc khi s dng v ch bin)2

Kh nng mc c cangi mua3(v y l ca hng mi cho nn kh nng khch hng chp nhn thay i v th sn phm l mt iu hi kh khn. Nhng theo nhm, cha c ca hng no bn CM CUN nhanh cho gii vn phng hay hc sinh nn y cng l c hi ca d n ny)3(v c th h n ln u h s qung co cho ca hng mnh l qu tt, nhng bn cnh , h c th ni xu lm cho ca hng mnh khng th kinh doanh c tt. hoc cng c th h lo lng v mc an ton thc phm cng nh cha quen vi khu v ca sn phm ca nhm)9

Kh nng doanh nghip mitham gia vo ngnh2(v y l ca hng nh, theo nhm c bit cha c ca hng CM CUN bn theo m hnh thc n nhanh c m ra. )3(doanh nghip mi tham gia vo ngnh thc n nhanh th khng c g lo ngi cho lm, nhng nu doanh nghip kinh doanh CM CUN HN QUC nhanh ging nhm th l iu ng lo ngi)6

Kh nng ccc sn phm thay th3(v nhm kinh doanh thc phm CM CUN nn vic cho ra sn phm thay th khng qu kh khn, v sn phm nhm kinh doanh rt a dng v nguyn liu cng nh khu v. Nhm ch lo rng khi thay i mt sn phm no phi tn kinh ph v vn lm sn phm v thi gian khch hng chp nhn sn phm .)2(v sn phm mi cng c th lm danh ting ca ca hng tng cao nhng cng c khi lm mt i mt lng khch hng ng k)6

Tng im33

1. Th trng ngchy l th trng ngch bi v ca hng thc n nhanh nh Kimbab (cm cun) l mt phn rt nh so vi ton b th trng. Khch hng c nhng nhu cu tim nng i vi cm cun mang i( tin li, mi l v gn gng) cha c p ng bi cc nh cung cp ln trn th trng.2. Tnh kh thi ca sn phmMn cm cun ny s l la chn tuyt vi cho ba tra vn phng bi n khng ch p mt m cn gn nh v giu dinh dng! Cm cun hn l mt mn n khng cn xa l vi nhiu ngi; tuy nhin vn thng gp khi lm cm cun l bn cn c nhiu nguyn liu nn s mt thi gian khu s ch. Vi cch lm cm cun gin d ny, bn khng cn qu nhiu nguyn liu m vn c c cun cm ngon, cht vi v m ngon ming. Cch lm cm cun ny rt hp vi cc bn mun lm cm mang ti vn phng n tra vo ma h khng phi ra ngoi nng nng y!Cm cun - Hn Quc gi l Kimbap, Nht gi l Sushi - gn y tr thnh mt mn n khng qu xa l vi nhiu ngi. Vi cch lm mn cm cun ny, bn trn cm vi gim, mui v ng theo cch ca ngi Nht nn cun cm s c v ngon t s cn bng ca cc loi gia v. Bn cnh , khng th khng ni n thnh phn dinh dng y ch trong mt cun cm, khin cho mn ny rt ph hp vi ba tra vn phng.3. Tnh kh thi v ti chnhVic m ra ca hng bn thc n nhanh cn c mc chi ph kh cao bao gm c chi ph d phng khi gp s c v chi ph duy tr hot ng kinh doanh trong nhng thng u tin ca doanh nghip.Php l: kh nng p ng c iu kin kinh doanh, nhng u i, hn ch t chnh sch ca nh nc i vi lnh vc khi s. (Chi ph xin giy php kinh doanh khong 1tr)- V tr: chn v tr u, c nhng thun li v kh khn g i vi cc hot ng cung ng u vo, thu mn lao ng, t chc sn xut v phn phi. (Nhm chng em d nh s m ra G Vp , iu kin mt bng cng nh gi cng tng i chp nhn c, Mc thu mt bng khong 4-5tr/ 1 thng) Xy dng Kiosk khong 100 triu- Th trng: Th trng mc tiu, nhu cu ca h nh th no, h cn sn phm nh no, lm sao h bit n sn phm ca d n, chin lc phn phi ra sao?( Hin nay G Vp ang tp trung kh nhiu khu gii tr , vui chi nh cc cm rp chiu phim v.vv nn ng ngha vi vic l ni y s l mn mi ngon cho th thng thc n nhanh . (Chi ph qung co khong 1tr)- Cng ngh: Lm th no sn xut ra sn phm ca d n, dy chuyn cng ngh nh th no, thit b g cn mua, mua u, chi ph bao nhiu, nguyn liu g sn xut, t chc sn xut, kim tra sn phm nh th no? (Cc thit b , nguyn vt liu c tnh khong 15 triu)- Nhn lc: D n cn nhn lc nh th no, tuyn dng u, cn o to hay khng, o to nh th no, m hnh t chc qun l vn hnh d n ra sao? (Lng chi tr cho nhn vin v chi ph o to l 5tr)- Tc ng mi trng: D n i vo hot ng c gy tc ng n mi trng khng, ngun gy tc ng t u, x l nh th no, chi ph x l bao nhiu? Chi ph d phng l 20 triuTng mc chi ph khong 150 triuLi nhun c tnh khong 500 ngn/ ngy trong 4 thng u tin , sau s tng ln mc 800-1tr4 nhng thng tip theo.M t tng kinh doanhQua qu trnh tm hiu th trng, xc nh c nhu cu ca nhng i tng khch hng (nhn vin vn phng, sinh vin, hc sinh v.v) c nhu cu cng nh mong mun v thc n nhanh .Cm cun Hn Quc va m bo c 2 yu cu thit yu ca khch hng v thc n nhanh : An ton v Ngon ming. T , Nhm chng em mun cung cp, p ng mn cm cun theo hnh thc fast food ny n vi khch hng

K HOCH MARKETING TRONG CC DOANH NGHIP VA V NH VIT NAM I.t vn Ngy nay, s pht trin ca khoa hc cng ngh, s bng n ca thng tin lun t doanh nghip trc nhng sc p cnh tranh gay gt. S tn ti v pht trin ca doanh nghip khng ch ph thuc vo kh nng thch ng vi nhng t bin ca th trng m cn ph thuc rt nhiu vo vic hoch nh chin lc pht trin di hn.Chin lc chung ca doanh nghip bao qut trong tt c cc yu t, cc mt lin quan ti s hot ng v pht trin ca doanh nghip. N bao gm cc b phn ch yu nh: chin lc sn xut, chin lc ti chnh, chin lc con ngi v chin lc Marketing, trong chin lc Marketing ng vai tr rt quan trng.Chin lc Marketing ca doanh nghip l h thng cc ng li v gii php nhm xc lp mi quan h thch ng gia doanh nghip vi th trng. Chin lc Marketing tr thnh c s hoch nh chin lc sn xut, chin lc ti chnh v chin lc con ngi. c bit, vi cc doanh nghip nh v va th chin lc Marketing c vai tr v cng quan trng trong vic xc nh hng i cho doanh nghip.Bn l mt doanh nghip nh v va? iu i hi vi s hn hp v ngn sch, chin lc Marketing ca bn phi tht s kho lo v hiu qu, bi bn cnh bn lun c cc i th cnh tranh ln m bn lun phi ng u. Marketing ca doanh nghip nh v va cn lu n mt thc t l bt lun sn phm, dch v ca bn nh th no th cc i th cnh tranh ln c sn mt s li th nh: H c nhng khch hng quen thuc trong khi bn cha c v ang bt u tm kim H c ngun ti chnh di do p ng chin lc Marketing ca mnh H c hn mt i ng Marketing hoc PR c o to chuyn nghip v am hiu v Ti chnh Sn phm ca h c thng hiu trn th trng H c th chi tr chi gi c khi bn khi nghip. Tham gia vo cuc chin gi c ny th nhiu doanh nghip mi ra i cn yu v vn s rt d cht yu...Tuy nhin cc doanh nghip ln cng c mt s im yu nh: H ln, hot ng n nh v c b my cng knh nn thng phn ng chm hn vi nhng bin i ca th trng. H kh tha mn vi thnh cng hin ti ca mnh, cn bn ang khao kht hng ti thnh cng Bn c th thu ht mt s khch hng ca h, trong khi h t c th thu ht c khch hng ca bn Bn bit v s tn ti ca h trong khi h c th ch bit ti s tn ti ca bn khi bn thc s tr thnh i th cnh tranh y thch thc i vi h. V tr ca h c xc lp nn bn c th rt ra nhng bi hc kinh nghim t nhng sai lm ca h...Thc t hin nay cho thy, cc doanh nghip nh v va Vit Nam thng khng my ch trng ti chin lc Marketing. Ngay bn thn trong b my qun l doanh nghip, cc b phn sn xut, kinh doanh hay bn hng ch ch trng vo cng vic chnh l sn xut v bn sn phm cho nhng khch hng c mi lm n t trc. H t khi lp ra nhng chnh sch, k hoch, nhng chin lc marketing di hn, thm ch l trong ngn hn. Ch doanh nghip th lun bn bu vi cng vic qun l v kinh doanh hng ngy, h thng ngh rng, trong u mnh vch sn cc chin lc, rng doanh nghip c c mt i ng kinh doanh, sn xut gii, th l . Song, c c mt chin lc Marketing hiu qu, phi dnh mt khong thi gian nht nh phn tch th trng, vch ra mc tiu, nh hng, cch thc...ch khng phi n gin ch l nhng suy ngh trong u. iu ny t ra yu cu cho ngi qun l l h phi c nhng kin thc nht nh v lnh vc Marketing v cc lnh vc lin quan.Mt kh khn c hu i vi cc doanh nghip nh v va trong vic thc thi chin lc Marketing, chnh l vn v vn. i vi cc doanh nghip ln, vic xy dng mt chin lc Marketing c coi l cng vic ca cc chuyn gia, cc nh t vn, thit k v thc hin nhng chin lc ny, khng t nhng cng ty, tp on ln phi b ra mt s tin khng l. Vy th lm th no cc doanh nghip va v nh vi vi nhn vin, kinh ph hn hp, khng c nhiu thi gian c th xy dng v thc hin c chin lc Marketing cho doanh nghip mnh? Hin nay, c khng t cc ch doanh nghip vn cn gi quan im lm Marketing c ngha l chi tin qung co. Nhng khng, Marketing l u t to dng, nh v thng hiu v to s khc bit cho thng hiu. Chnh v vy m khon tin chi ra thc hin hot ng Marketing l nhng khon u t cho hot ng kinh doanh ca doanh nghip ch khng phi l chi ph sn xut. Nhng ai tng c qua cc cun sch v Marketing u bit: bi hc u tin ca Marketing chnh l phn khc th trng v khch hng mc tiu. Mt khi doanh nghip xc nh c khch hng mc tiu ca mnh th phi bit tm cch tip cn vi cc i tng ny. Thng thng, cc doanh nghip u mun c n t hng ln nht v c ginh nhng n t hng , h khng quan tm nhiu n nhng giao dch nh, do vy, y c th l khch hng mc tiu ca cc doanh nghip nh v va. C rt nhiu cch khng my tn km tip cn v thu ht cc i tng ny nh: to ra cc s kin lm cho khch hng hi lng vi sn phm ca doanh nghip, gi email, gi tin nhn qua in thoi v.v...Ngoi ra, cc doanh nghip nh v va c th thc hin vic thit lp mt website ca ring doanh nghip mnh. y l mt hnh thc kh n gin Ch cn mt my tnh ni mng, ngi qun l bit mt vi thao tc v my tnh v chp nh l c th thc hin vic qung b sn phm v thng hiu ca doanh nghip vi chi ph rt phi chng. Ngy nay vi khong 20% dn s tng ng khong 16.7 triu ngi s dng internet th cch lm ny tn dng c ti a s pht trin ca internet ti Vit Nam trong nhng nm gn y.Khi bn l mt doanh nghip nh v va, ng trc nhng doanh nghip ln, ng qu bi quan bi v mi doanh nghip ln trn th gii u c khi ngun t nhng doanh nghip nh. Hy th nhn Microsoft, Toyota v.v..., h cng u nh vy. iu quan trng nht l doanh nghip phi nng ng, sng to, v phi bit to cho mnh nt c o, khc l c th tn ti trong mi trng cnh tranh hin nayII.Cc k hoch marketing hng nm. Mt phn quan trng trong k hoch marketing l nhng k hoch thng nin, l nhng k hoch hnh ng c th thng c nin hn trong vng mt nm. Khng c mt k hoch mu chung cho cc doanh nghip,nhng nhn chung cc k hoch marketing hng nm xc nh cc mc tiu v d tnh nhng hnh ng v phng tin cn thit trong cc lnh vc nh bn hng,phn phi v cc hnh ng marketing b tr khc. 1. K hoch bn hng. c rt nhiu phng php d bo bn hng khc nhau, chng ta c th chia ra hai loi phng php ln, l d bo bng phng php nh lng v phng php nh tnh. Phng php nh lng . Phng php gin n l mt k thut d bo gi nh rng nhu cu ca k sau s bng nhu cu ca k gn nht trc . y l phng php n gin v t tn km nht v n l c s so snh v pht trin cc phng php phc tp hn.Phng php nh tnh. Phngphp d bo da trn nh gi ca ngi bn hoc i l . Phng php ny cng ty yu cu ngi bn hoc i l d bo mc bn trong vng ph trch ca h cho cc k ti .Cui cng cng ty s tng hp li cc d bo ca i l a ra mc d bo chung. Phng php ly kin cn b qun l. Theo phng php ny, kin ca mt nhm chuyn gia cao cp hay cn b qun l, thng c s dng kt hp vi cc mo hnh thng k, sau s tp hp li v a ra kin chung. Phngphp d bo da trn nh gi ca khch hng. Phng php ny s dng cc thng tin t cc cuc nghin cu khch hng hin ti hoc khch hng tim nng v cc k hoch mua hng trong tng lai ca h . y l mt phng php rt quan trng i vi marketing, v c nh vy th cng ty mi c th ng vng trong lng khch hngc. Phng php chuyn gia. y l phng php m vic d bo nhu cu c thc hin thng qua kin chuyn gia trong lnh vc ny. Theo th chng ta cn son lp cc cu hi ln quan sau tng hp kin cc chuyn gia d bo nhu cu bn hng. Phng php m phng. y l phng php da trn cc ng dng ca cng ngh thng tin, qua vic x l cc s liu tng hp t nhiu ngun. N s dng cc phn mm tin hc d bo nn mang nhiu tnh chnh xc v khoa hc. Ni dung k hoch bn hng. Mt s khi nim lin quan. Doanh s bn hng ch tiu (Sales quota): y l nhn t rt quan trng ca k hoch bn hng, c vai tr gi nhp cho hot ng ca bn trong c nm, ng thi a ra cc mc tiu ph hng qu, hng thng, hng tun v thm ch hng ngy bn thc hin.- Phm vi, khu vc bn hng (Sales territory): l cc thng tin lin quan n khu vc a l, danh sch cc th trng c th trong nc hay quc t, ni bn cung cp sn phm/dch v hay gii php kinh doanh. - Chin lc (Strategy): L nhng k hoch v ng hng cn thit gip bn hon thnh mc tiu ra. - Phng php hay chin thut (Tactic): y l nhng cng vic c th, nhng bc i cn thit ca bn khi thc thi k hoch bn hng. 2.K hoch hnh ng phn phi. Phn phi l mt hot ng cc k quan trng, n c tc dng a trc tip sn phm n tay ngi tiu dng. Mt doanh nghip mun pht trin c th cc knh phn phi ny phi a dng v c hiu qu . Hin nay cc nc c th trng pht trin tn ti rt nhiu loi hnh knh phn phi,v d nh Php bao gm cc knh sau: -Bch ho tng hp -Ca hng ln vi nhiu loi hng ho v dch v -Siu th -Cc ca hiu tin nghi -Ca hng h gi -Bch ho chuyn dng ln -Nhm bn l a knh -Bn hng qua ng bu in-Nhng vn phng mua trung tm -Bn hng qua thu t hng -cc vn phng thu mua trung tm -Phn phi bn bun cc mt hn thc phm -Khch sn v nh hng 1 Trc khi lp k hoch phn phi,mi doanh nghip u phi la chn knh phi cho mnh, c th l mt,hai hay nghiu knh,min sao cc knh phi tht s pht huy c hiu qu i vi mt hng m doanh nghip sn xut. Thng thng cc nh sn xut la chn cc knh phn phi v hnh thc phn phi thng qua cc trung gian tu theo mc ph hp ca chng trn tng phn on th trng. 3.K hoch marketing K hoch qung co Qung co a hnh nh ca sn phm cng nh ca cng ty ti tay ngi tiu dng. Mt k hoch qung co cn th hin c cc yu t : - Cc th trng mc tiu - Cc mc tiu qung co - La chn phng tin qung co xy dng mt k hoch hoch qung co hiu qu chng ta c nhiu phng php m hnh 5M sau y l mt v d in hnh. Xc nh r mc tiu Mt k hoch qung co phi bt u t vic xc nh r cc mc tiu m doanh nghip nhm n : Doanh nghip mun to nhn thc cho khch hng v nhn hiu, mun thng tin v s c mt ca sn phm mi trn th trng,mun thuyt phc khch hng ca mnh v thuc tnh c trng ca sn phm hay mun nhc nh khch hng v s tha mn ca h trong qu kh Cc mc tiu ny s quyt nh cch thc qung co v phong cchqung co-l qung co thng tin hay qung co thuyt phc,qung co so snh hay qung co nhc nh. Xc nh ngn sch Ngn sch qung co nhiu hay t s quyt nh n vic la chn qung co hay phi hp cc phng tin hnh thnh mt chin dch qung co nht qun . Phng php ph bin nht hin nay l xc nh ngn sch sa trn tyer lj % theo doanh s.Tuy nhin vi nhng doanh nghip mi tham gia da trn cc khon chi cho vic thc hin cc mc tiu v nhim v qung co. La chn phng tin qung co Vic chn mt hay vi phng tin hp l cho php doanh nghip a thng tin n ng i tng m mnh quan tm .Qung co c thc hin thng qua nhiu phng tin nh :truyn sng (radio.v tuyn,),phng tin in n :bo ch,tp ch, n phm, qung co ngoi tri :pano, bng in,qung co qua bu phm, trang vng nin gim in thoi, qung co trn InternetMi phng php u c nhng u im v nhc im ringkhi th hin cc thng i . Do , khi lp k hoch v phng tin qung co, i hi xem xt nhiu yt t nh : mc tiu qung co, ngn sch, c im khc hng mc tiu, pham vi, mc hot ng, c im khn gi,chi ph qung co trn mi phng tinVD:qung co cho CLB chi Golf qua direct mail s c hiu qu hn bo ch.Nu hn ch v ti chnh, dianh nghip c th tp trung vo mt phng tin duy nht d gy nh hng hn l tri u thng ip trn nhiu phng tin. Thng ip qung co Thng ip phi ngn gn d nh v d hiu ; c tnh c o, gi hnh nh v phi nhm n khch hng mc tiu ca sn phm . Nhiu hiu qu yu t hnh nh m khng cn thuyt minh di dng (nh qun ci BITIS,Bia Si Gn,Bt ngt Vedan).Mt mu qung co mun to n tng i vi khch hng phi c tng ch o, c im nhn .i khi tp trung vo 1 mu qung co qu tp trung vo nhn vt ni ting m lm lu m i hnh nh c im ca sn phm th cng khng phi l tt . 4.K hoch lc lng bn hng. Hu ht cc cng ty u s dng cc i din bn hng v nhiu cng ty dnh cho h vai tr then cht trong marketing mix. Nhn vin bn hng rt c hiu qu trong vic thc hin nhng mc tiu marketing nht nh. ng thi h cng gy nhiu tn km. Ban lnh o phi thit k v qun l cht ch cc ngun ti nguyn bn hng trc tip. Vic thit k lc lng bn hng i hi phi thng qua nhng quyt nh v mc tiu, chin lc, c cu, quy m, v ch th lao. Mc tiu ca lc lng bn hng l thm d tm kim khch hng mi, cung cp thng tin, bn hng v lm dch v, thu thp thng tin v phn b. Chin lc ca lc lng bn hng lin quan n vic quyt nh xem cc kiu v cch kt hp nhng phng php bn hng no c hiu qu nht ( Bn hng ring tng ngi, bn hng tp th) C cu ca lc lng bn hng c th t chc theo lnh th, theo sn phm, theo th trng hay kt hp cc yu t ny, v xc nh quy m v hnh dnga bn hp l. Quy m ca lc lng bn hng i hi phi c tnh tng khi lng cng vic, s gi bn hng, s nhn vin bn hng cn thit. Ch th lao ca lc lng bn hng i hi phi xc nh mc th lao v cc b phn ca tin th lao, nh tin lng, tin hoa hng, tin thng, tin cng tc ph v phc li ph . Vic qun l lng bn hng gm vic chiu m v tuyn chn cc i din bn hng, hun luyn, hng dn, ng vin v nh gi h. Cn phi chiu m v tuyn chn k lng cc i din bn hng gim bt nhng chi ph vn rt tn km do thu ngi khng ng yu cu. Chng trnh bn hng hun luyn bn hng gii thiu vi cc nhn vin bn hng mi lch s ca cng ty cc sn phm v chnh sch cng ty, nhng c im ca th trng v ca i th cnh tranh, v ngh thut bn hng. Nhn vin bn hng cn c hng dn v nhng cng vic, nh pht trin khch hng, xc nh khch hng trin vng, nh mc ving thm v s dng hiu qu qu thi gian ca mnh. Nhn vin bn hng cn c khuyn khch bng nhng hnh thc khen thng kinh t v cng nhn thnh tch, bi v h phi c nhng quyt nh mnh dn v khc phc tr ngi. tng ch yu l vic ng tho ng, lc lng bn hng s ch c nhng n lc ln hn, thnh tch cao hn, phn thng ln hn, mc hi lng cao hn v tc dng ng vin ln hn. Bc qun l cui cng i phi nh k nh gi thnh tch ca tng nhn vin bn hng gip ngi lm vic tt hn na. Mc ch ca lc lng bn hng l bn hng, vic bn hng l mt ngh thut. Vic bn hng l mt quy trnh gm by bc: Thm d tm kim v sng lc, tip cn s b, tp cn, gii thiu v trnh din, khc phc nhng kin phn i, kt thc thng v, thoe di tip v duy tr, Mt kha cnh khc ca vic bn hng l vic thng lng, ngh thut i n nhng iu kin giao dch tho mn c c hai bn. Khia cnh th ba l marketing quan h, ngh thut to ra mi quan h lm vic gn b hn v s c lp gia nhng ngi thuc hai t chc . 1 5.K hoch khuyn mi. Khuyn mi l mt cng c hu hiu tng doanh s m hin nay rt c a chung do c tnh hiu qu tc khc ca n. Tuy nhien vi s xut hin ca ngy cng nhiu khuyn mi, ngi tiu dng s c xu hng thay i thng xuyn cc thng hiu khc nhau tu thuc vo ai ang cnhng chng trnh khuyn mi hp dn nht, dn n s suy gim mc trung thnh vi ch mt thng hiu. Mc tiu ca khuyn mi thng gn lin vi tng trng doanh s v nhp to c hi s dng th sn phm cho nhng thng hiu mi xut hin Trong cc phng thc khuyn mi, phi k n 2 phng thc chnh l khuyn mi cho trc tip ngi tiu dng v khuyn mi cho cc i l bn hng. V c 2 phng thc ny thng c thc hin song song, hoc i khi c nhn mnh cc nhm khc nhau tu thuc vo chin lc ca tng thi on. Khuyn mi trc tip n ngi tiu dng ko h n cc im bn vmua hngthng c thc hin vi cc cng c khuyn mi nh phiu gim gi, qu tng thm; gim gi trc tip, gim gi khi mua c b, tr li mt phn tin, pht sn phm dng th. Tt c nhng cng c khuyn mi ny thng c h tr bi cc sn phm qung co ti im bn hng cn gi l POSM (Point of Sales Materials). Khuyn mi cho cc i ly l vic cng thng c thc hin to sc y v gii thiu sn phm t cc ngi bn hng. Phn b cng vic thc hin theo tin thi gian v nhim v cho tng b phn trong cng ty hoc i tc thc hin khuyn mi. Xy dng thc o v thi gian nh gi hiu qu ca chng trnh khuyn mi. Ngoi cc k hoch trn,tu theo bn cht v c tnh ca th trng,doanh nghip c th d tnh cc k hoch marketing khc nh k hoch marketing trc tip, k hoch hi ch trin lm,k hoch ti tr, k hoch quan h cng chngIII.Cc vn cn ch trng1.Vn ngn schi vi cc doanh nghip va v nh Vit Nam ngn sch lun l mt vn ng quan tm,v ngn sch marketing cng vy . Vi ngun ngn sch eo hp cc doanh nghip cn phi tnh ton k cng sao cho chi tiu hp l nht nhm mang li hiu qu cao nht . Sau y l mt s bin php ci thin vn ny . 1. Tp trung u tin chi tiu cho nhm tiu dng ht nhn: trc ht bn hy suy ngh tht nhiu, khng phi v nhm tiu dng mc tiu m i su vo nhm tiu dng ht nhn ca sn phm. i vi nhm khch hng ny, ng tham truyn thng rng m phi truyn thng tht su v m gy ra tc ng. Bn hy tm hiu k thi quen truyn thng ca nhm ngi ny tm cch a thng ip ca mnh n vi h mt cch mi m hn, t kinh ph hn so vi cc knh truyn thng nh truyn hnh, bo ch v radio V d, nhm tiu dng mc tiu ca bn l nhn vin vn phng th vic ng qung co trn bo Tui Tr hay Thanh Nin l ng nhng khng tp trung. Chng ta c th dng knh ny trong giai on mi gii thiu sn phm v dch v, nhng v lu di knh truyn thng Internet, cc hot ng hi ch, hi tho, hi ngh khch hng... c gi tr truyn thng nhc nh rt tt, khng qu tn km nhng li linh hot v nu bn kho t chc s gy n tng hn. 2. Mt khi xc nh khon chi ph marketing ny l cn thit, th doanh nghip phi chi cho y . C nh vy mi hiu qu. Chi t l tai ha! iu ny tht nghch l, nhng l s tht. Khi s dng truyn thng phi tnh ton khi lng tn s tng tc y mi c tc ng hnh thnh nh tiu dng. C nhng trng hp ngi lm tip th cho rng nn chi mng mng lc u thm d ri t t tnh tip. Lm nh th chng khc g ko di ba n l th sut t tra n chiu nhng lc no cng thiu thiu, i i. Ti cho rng truyn thng hng hu, nhanh chng s lm ngi tiu dng no thng tin, s mun th xem sao v nh th mi c tc dng tt. 3. Khi c tc ng, phi ngh ngay n vic duy tr nng lng sung mn ca ngi tiu dng i vi thng hiu. ng ngn la nhit tnh ca ngi tiu dng b gim st. 4. Thng ip phi c sc, khc bit v nu cn phi gy sc mt cht. Kinh nghim cho thy, mt thng ip nhn nht nh nc c, ln ln trong mun vn mu qung co trn ti vi hay trn bo s khng thu ht c s ch . Lc cng ty phi tn nhiu chi ph m hiu qu chng l bao. 5. Trnh chi tiu vo nhng thi im ang c nhng s kin ln, thu ht ht s quan tm ca cng chng. Nu bit rng khng th li h ra khi nhng mi quan tm nng hi trc mt, vy c g phi tn tin qung co khi ngi ta khng n. Chng hn vo thi im cn Tt, l lc cc hng bnh ko, bia ru, nc ngt tng m ti a,th hi du gi, bng v sinh, sn phm bo him nhn th qung co lm g? Hy tm ly ma ca mnh qung co cho hiu qu. iu ny ph thuc vo s nhy bn ca nh tip th. 6. Tung chng trnh qung co, hay kch hot vo khu vc no, vng no th bn phi lp tc ln k hoch bn hng cho ton b khu vc .V d nh pht sng trn knh truyn hnh HTV7 th phi c k hoch bn hng trn ton b khu vc ph sng ca i. Thng tin v h tr pht sng qung co phi c truyn t n ton th nhn vin bn hng, cng nh cho cc ch ca hiu bn s v l h tp trung nhp hng bn v trng by. 7. Cn c mt chin lc tip th r rng,vi k hoch hnh ng c th cng nh phi d kin v doanh s thu c. Trong qu trnh vn hnh, nu gp tr ngi, chng hn doanh s khng ng d kin, bn cn nhanh chng tm ra nguyn nhn c chng trnh hnh ng thch ng. Nn lu trnh lm theo kiu xong bc mt ri mi suy ngh bc tip theo s lm g, hoc c tung qung co ra ri th ng chxem doanh s s l bao nhiu. 8. Mt trong nhng nguyn tc m chng ta cn nh l: Nu ng phi chi, th bao nhiu tin cng khng tic, cn nu khng ng th d r my cng khng b ra. 9. Hy tp trung qung co vo khu vc c nhiu ngi tiu dng sn phm ca mnh. V d thuc say tu xe th phi gn bng qung co gn nh ga, bn xe v phi c chng trnh trng by ti nhng ca hiu thuc quanh khu vc . Hoc i vi sn phm thuc b mt chng tt khc x (cn th) th phi c chng trnh trng by v qung b thng hiu quanh cng trng, hay gn bnh vin mt 10. Phi bit gn kt vi cc thng hiu c cng nhm tiu dng mc tiu v tng ng v mc gi tr thng hiu, t chc cc chng trnh khuyn mi h tng. Thng qua vic kt hp ny, i bn cng c li. Nu l thng hiu lm qu khuyn mi, th bn va bn c hng va thm nhp vo i tng tiu dng ca nhn hng lm khuyn mi. Trn y l mt s bin php m theo kin ch quan ca ti c th s gii quyt c mt s tn ti trong vn lp k hoch marketing trong cc doanh nghip va v nh Vit Nam.2.Vn nhn lcKinh nghim thnh cng t mt s cng ty trong nc cho thy mt cch lm hiu qu: s dng mt nhm t vn rt am tng v c kinh nghim thc tin trong xy dng thng hiu. Nhm t vn ny cng ban lnh o ra chin lc marketing di hn, thc hin vic tuyn dng v o to nhn lc marketing cho doanh nghip. Thi gian u h s trc tip gip doanh nghip thc thi cc nhim v marketing trc mt, sau s hng dn cho cc nhn vin mi c tuyn dng v sau cng s l cha kha trao tay. Cch lm ny i hi s quyt tm v kin tr, nhng kt qu l doanh nghip s c tha hng mt i ng v mt h thng qun tr marketing thch hp cho ring mnh. V lu v di c th khng nh mt iu: cc doanh nghip Vit Nam s ngy cng tr nn hp dn i vi cc nhn ti marketing am m ngh.Trong mi trng nng ng, kh nng sng to ca h s c pht trin. Chnh v vy, nh phn tch, s linh hot trong marketing ang v s l u th ln ca cc cng ty a phng. Bn cnh gii php trn th mt gii php cng rt hiu qu trong vic ny l p dng mc lng cao cho nhn vin marketing cng nh lin quan n vn marketing. Thc t th hin nay cc doanh nghip cng p dng mt mc lng cao i vi nhn s trong lnh vc ny nhm thu ht nhn ti. Theo mt s iu tra mi y th lnh vc marketing l mt trong nhng lnh vc c thu nhp cao nht trong tt c cc ngh, cng l mt du hiu tt ci thin vn nhn lc cho marketing.3.Vn ln k hochHin nay cc doanh nghip va v nh ca Vit Nam thng lp k hoch marketing theo nhng phng php c th hi my mc hoc cng nhc . Sau y ti xin a ra mt s phng php lp k hoch marketing rt hiu qu m cc chuyn gia marketing thng khuyn cc doanh nghip va v nh p dng. Bc 1: Hiu r th trng v i th ca bn Mt sai lm tai hi m rt nhiu doanh nghip nh gp phi l ch lo theo ui mt sn phm hay mt dch v mi m m khng bn tm n th trng v mong mun ca n (mong mun ch khng phi nhu cu). n gin l nu bn c gng bn mt th g m khch hng khng mong mun, h s khng chu mua. Mt th trng tim nng l khi khch hng mong mun mt iu g cha c p ng, mc cng cao th c hi ca bn cng ln. Th trng bo b cng ging nh mt h nc c hng nghn con c ang i. Mi iu bn cn lm l mang n mt ci cn cu v mi nh m thi. hiu c th trng bn cn tr li nhng cu hi sau: u l phn khc th trng cha c p ng? u l phn khc th trng ln gip tc li nhun? Cn nm gi bao nhiu thphn tc li nhun? Th trng c nhiui th cnh tranh khng? u l im yu ca i th cnh tranh? Liu th trng ny c gip ti pht huy u th cnh tranh ca mnh khng? Bc 2: Thu hiu khch hng Nm thng tin v khch hng cng l bc u tin trong vic bn hng. Bn phi bit c (1) ai l khch hng ca bn, (2) h mong mun u g v (3) u l ng lc gip h mua hng nhng yu t cn thit ca mt k hoch marketing hiu qu. ng nhm ln mong mun vi nhu cu. Khch hng khng nht thit phi mua nhng g h cn, nhng h s mua nhng g h monng mun. Mt v d, bn ngh sao nu c nhiu ngi n mt ca hiu mua mt chic qun i h cn v tr v vi mt chic o s mi, mt o trong v mt i giy? Hay l nhng ngi n siu th hng ngy ch mua sa v trng nhng li tr v vi bnh pizza, bnh kem v cc loi bnh ko khc. Con ngi mua nhng th h mong mun (tt nhin l khi h c tin!) ch khng phi nhng th h cn. tht s hiu r khch hng bn cn tr li nhng cu hi sau: Khch hng tim nng ca ti mua nhng th tng t nh th no ? (mua ti ca hng, trn internet hay t giao tn nh ?) Ai l ngi quyt nh mua hng v ai l ngi c nh hng nhti vi quyt nh mua hng? Nhng thi quen ca ngi tiu dng l g? V d, h thng ly thng tin sn phm t ngun no? (truyn hnh, sch bo, tp ch) ng c thc y mua hng ca h l g? (v bn ngai, bo hnh, s thng dng, yu t sc khe, s sang trng) Bc 3:Chn 1 phn khc thch hp Nu bn ni rng khch hng mc tiu ca bn l dnh cho mi ngi th s khng cn ai l khch hng ca bn. Th trng ngy nay y ry nhng i th cnh tranh trc tip v gin tip l mi e da cho cng vic kinh doanh ca bn. Bn s d tn ti v pht trin thnh cng hn trong mt vnh nh ch khng phi trong mt bin ln. Hy chia th trng ra thnh nhiu phn bnh nh v nm trn phn , sau hy bt u xm nhp phn khc mi (nh l ch sau khi nm trn phn bnh u tin!). Bn cn c c mt bc tranh r rng mnh mun tr thnh. Hy chc chn vic chn la phn khc li cun bn v vic tip xc n khng gp nhiu tr ngi. Khng g t hn khi bn chn mt phn khc th trng m bn khng th i thoi c vi n hay bn phi tiu tn mt khan tin rt ln trong lc tip cn n. Bc 4: Xy dng thng ip marketing Thng ip marketing ca bn khng ch gip khch hng nhn thy trin vng ca bn m n cn thuyt phc h tr thnh khch hng ca bn. Mt thng ip marketing cn da trn 2 yu t. Th nht, n phi ngn gn v nu bt c im chnh. Hay c th ni n s tr thnh biu tng m thanh ca bn. V l cu tr li ca bn i vicu hi bn ang lm g. Th hai, thng ip marketing phi c h tr bi tt c cc ngun lc ca bn vc y mnh nh qung co. thng ip c hp dn v thuyt phc n cn tun theo cc yu t sau: Th hin trin vng ca bni vi vn no Ch ra rng vn rt quan trng, cn gii quyt v khng th tr hon Nhn mnh l do bn l ngi duy nht c th gii quyt vn. Nhn mnh li ch khch hng s nhnc t gii php ca bn. Bc 5: Quyt nh phng tin marketing ca bn Phn trn cc bn c nhc nh v vic la chn phn khc th trng m bn c th tip cn khch hng d dng. Khi bn quyt nh phng tin marketing, bn s hiu c l do ti sao.Phng tin marketing ca bn l cng c truyn thng gip bn truyn t c thng ip marketing ca mnh n khch hng. Vic la chn rt quan trng v n gip bn t c hiu qu cao nht trn s tin bn u t. iu ngha l khi bn mun chn phng tin truyn t thng ip marketing n phn khc trin vng ca bn vi mt chi ph thp nht. Di y l mt s cng c bn c th s dng truyn t thng ip ca mnh: - Qung co trn bo, poster, cc cuc thi, danh thip, hi tho - Qung co trn truyn hnh, bng in, bn hng trc tip, - Pht thanh, bng biu, hi chthng mi, nhng trang vng, bi bo - Mc rao vt, qua th, qua s kin t thin, mng trc tuyn, - Bng qung co,in thoi trc tip, tp ch, s kin c bit - Th cho hng, t bm, th in t, qung co trn phim, tp ch in t - Bu thip, ngi pht ngn, thng co bo ch, fax - Sch gii thiu, trn qu tng, truyn ming, trang web - Catalogue, khinh kh cu (!?), tuyn truyn, trng by - Th thut l s dng ng phng tin mang thng ip ca bn n th trng Bc 6: Thit lp mc tiu doanh s v marketing Mc tiu l iu thit yu i vi s thnh cng ca bn. S mong c l mc tiu khng c vit ra giy. Nu bn khng vit nhng g bn mun, th mc tiu ca bn vn ch l mong c. Khi thit lp mc tiu cn nh yu t SMART. Bo m mc tiu ca bn t c : (1) Sensible: nhn bit c, (2) Measurable: o lng c, (3) Achievable: c th thc hin c, (4) Realistic: c tnh thc t, (5) Time Specific: Thi gian xc nh Mc tiu ca bn cn phi da vo ngun lc ti chnh m bo t c mc doanh thu, li nhun v t sut li nhun.. Khng ch vy, mc tiu ca bn cng cn bao gm nhng yu t phi ti chnh nh s lng hng bn, s lng hp ng, s lng khch hng, quan h cng ng Khi bn xc lp mc tiu, hy thc hin y nhng qui trnh gip mc tiu ca bn c tt c cc thnh vin trong cng ty tip nhn, c cp n trong nhng hi ngh bn hng, c dn trn cc bng thng bo, v nht l nhng gii thng ng vin t c mc tiu . Bc 7: Lp ngn sch marketing Ngn sch marketing ph thuc vo vic bn mun thit lp chnh xc n mc no.Vic tnh ton chi tit khng cn thit nu khng d liu v n. Trc ht, nu cng ty ca bn hot ng c nhiu nm th bn c th d dng thit lp ngn sch marketing da trn doanh s v chi ph marketing nhng nm trc y, tnh tan chi ph dnh cho mi khch hng v chi ph trn mi sn phm Bc tip theo l xc nh chi ph marketing cn thit cho 1 sn phm t da vo ch tiu doanh s hay nhu cu khch hng xc nh ngn sch marketing. Kt qu ny khng tht s chnh xc nhng s gip bn o lng c mt ngn sch cn thit gip t c mc tiu ra.Kt lunK hoch marketing trong doanh nghip l mt k hoch cc k quan trng nh hng ti s tn ti v pht trin ca chnh doanh nghip . Vi c ch th trng nng ng nh ngy nay th cng tc lp k hoch marketing cng cn phi c quan tm nhiu hn na v cn c nhiu i mi p ng c yu c kht khe ca th trng . Trong khun kh n ny ti mi ch i vo nghin cu mt kha cnh trong cng tc lp k hoch marketing ca cc doanh nghip va v nh,mt b phn chim t trng rt ln trong nn kinh t quc dn ca chng ta .Tuy nhin n cng ni ln c phn no xu hng tch cc ca cc doanh nghip va v nh Vit Nam trong lnh vc ny. chnh l mt du hiu tt nn kinh t ca chng ta ngy mt khi sc hn t s khi sc ca chnh cc doanh nghip va v nh.

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