Qun tr chin lc

GVHD: TS Nguyn Xun Ln

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CHIN LC CP CHC NNG 1. Chin lc Bossini

a) To ra cht lng vt tri p ng v nhu cu ca khch hng v cht lng vt tri ca sn phm, Bossini khng ngng nghin cu v pht trin to ra nt c o trong tng dng sn phm v tng mu thit k. Thu-ng nm 2008: Vi v quyn r, c tnh, ho tit da bo mang mu sc

vui nhn, nhng khng lm mt i v sang trng, tr trung; nhng chic o vi chi tit ren truyn thng, cht liu silk mm mi tn ln v p nh nhng ca phi p; nhng chic qun jean form m c in, vi cht liu sang trng bng da c ln u tin c s dng. Trong b su tp 2009, yu t c tnh, ph cch vn c t ln hng u, tuy

nhin b su nm 2009 Bossini vn tot ln nt gi cm v sang trng cho ngi mc, cc mu thit k ca Bossini th hin xu hng mu v kiu dng rt r rng. Bossini s dng gam mu trm l tng mu ch o cho cc mu trang phc. Cng vi l s kt hp kho lo vi cc ph kin nh ti, giy v tht lng to nn s ng b trong tng th trang phc, mang li v p hon ho cho ngi s dng. im mi m trong b su tp ny l ho tit k ca-r c s dng lm im nhn trong cc mu trang phc vy, o chong, tot ln v p sang trng v quyn r ca phi p. Xun-H nm 2011: trn ngp sc nng rc r ca ma h, tt c cc b vy u

c nhng ho tit hoa n r rc r, rt n tnh v ng yu; ch bng qun jeans, o thun v nhng i giy mu c in cng v nn nhng khung hnhc s v trn y sc tr. b) Ci tin vt tri i u trong vic ci tin sng to, hng thi trang ny lun c th hin vi hai phong cch hon ton tri ngc nhau theo xu hng hin i, no nhit v c in. Trong nhng thit k mi, Bossini mang n nhng bt ng v th v cho nhng bn gi yu

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Qun tr chin lc

GVHD: TS Nguyn Xun Ln

s tinh khit, duyn dng v nhng nam gii sng bi nt nam tnh, kho khon y c tnh. Vi Bossini, cng ty c gng to ra cc tro lu hn hi trang hn l chy theo tro lu thi trang. Ngoi nghin cu v sn xut qun o thi trang dnh cho gii tr p ng khch hng vt tri Vi mc tiu mang li nhng g mi m nht trong tng b su tp v tng mu thit k, cng ty lun c gng to ra s khc bit khch hng c th nhn bit v t tin khoc ln mnh cc sn phm mang thng hiu Bossini. Nhm ti phn on th trng l b phn gii tr sm thnh cng trong cng vic, Bossini hng cc mu thit k ca mnh n nt c tnh, ph cch, tr trung v nng ng. Bossini t tnh chuyn nghip trong cc dch v khch hng gn vi mc ch to ra mi quan h gn b t lng trung thnh ca khch hng da trn nhng gi tr c o, sng to m cng ty mang n cho khch hng tha mn nhu cu th hiu v s mong i t pha khch hng. ng thi Bossini p dng mt chnh sch nghim ngt nhm m bo b mt ti a v thng tin ca khch hng cng nh cc thit k c quyn ca mi khch hng. Thc t cho thy, hu ht cc dng sn phm ra i u c khch hng cho n nng nhit, bi l n hon ton ph hp vi nhu cu v th hiu cha khch hng. C c iu ny l do trc khi thit k sn phm, cng ty thc hin nghin cu th trng v khuynh hng thi trang trong thi gian ti. 2. Chin lc sn xut a) To ra cht lng vt tri Cng vi lc lng lao ng di do v c k nng tt, cng ty rt ngn c thi gian sn xut sn phm kp thi bt nhp vi xu hng thi trang ca nm. Tuy vy, nhng sn phm phi t c cht lng cao, t l sn phm li v sai hng c hn

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Qun tr chin lc

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ch ti mc thp nht v m bo rng sn phm ra i phi xut pht t nhu cu ca khch hng. b) Ci tin vt tri B phn sn xut trong cng ty thng xuyn phi hp vi b phn Bossini nhm tm ra cch thc sn xut hiu qu nht trn tiu ch tm kim s khc bit kt hp vi vic gim thiu chi ph sn xut. Nhng thit k ca Bossini lun hng n s sang trng, thanh lch v snh iu, mang n cho ngi mc nhng n tng ring y c tnh. C th thy ni bt trong cc dng sn phm Bossini l nhng mu Jeans sng to, nhng mu knh mt, nc hoa c o hay nhng mu underwear nng bng Bn cnh trang phc th thao cng l mt th mnh ca Bossini. Bng cht vi cotton thong mt, thm m hi v nhng thit k n gin nhng khng h n iu, b su tp th thao gip cc bn nam cc k manly khi tham gia cc bt c mn th thao g Vi nhng ng vin khe khon chy dc tay o v ng qun, nhng b trang phc ny mang li cho ngi mc s t tin v ni bt nht. c) p ng khch hng vt tri Bossini c nhc n nh mt tn tui ln trong lng thi trang trn Th gii bi v p sang trng v n tng trong tng chi tit. Bn cnh cc dng sn phm nh ng h, knh mt, ti xch, khng t ngi sao danh ting m mn trong phong cch trang phc mang m mu sc Bossini. Vic pht hin nhu cu kp thi cng vi h thng sn xut linh hot, cng ty thnh cng trong vic cho ra i cc sn phm mi v tha mn khch hng. 3. Chin lc marketing a) To ra cht lng vt tri

Trc khi thit k sn phm, Bossini lun thc hin nghin cu th trng nhm nm bt nhu cu ca khch hng, t lm c s cho hot ong ca b phn Bossini, b phn

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Qun tr chin lc

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sn xut thc hin phng chm tp trung vo khch hng c c s tha mn cao nht. Sau khi sn phm c a ra th trng, i ng bn hng ca cng ty s quan st thi v hnh vi ca khch hng i vi sn phm kp thi iu chnh nu c sai st. Bossini mua li cc trang web trc y nhng quyn thng mi bn l cho n. n cui nm 2003, cng ty chnh thc kim sot hm 60 ca hng trc tuyn. Vi vic marketing v bn hng qua internet, cng ty rt nhanh chng v d dng nhn ra nhu cu ca khch hng ti nhiu im tip xc, ng thi gia tng nhanh chng doanh s bn hng. b) Ci tin vt tri

Bossini s dng in thoi nh mt knh giao tip ca mnh vi khch hng. V d, mt mu thit k v ti xch ca mt ca hng ca Bossini c gi ti in thoi ca khch hng v ch dnh cho nhng khch hng thc hin qu trnh mua lp li v ch c ti ca hng. l mt thng ip ht sc n tng. Ngoi ra, chi ph cho s dng trn in thoi di ng l rt hp l cho cng ty khi so snh vi khon chi hng chc triu cho cc chng trnh thi trang v cc hot ng qung co ni ting. Nhng tuy chim mt phn rt nh trong ngn sch nhng n c th to ra mt bc ting rt ln trong tng lai ca doanh nghip. Cng mt chng trnh khc m Bossini xy dng v thc hin rt thnh cng l u nm 2006 cng ty xy dng mt chng trnh tr chi cho khch hng bng cng ngh Flash. y l mt s la chn cho vic pht trin cc tng tc, cc tr chi phong ph cho khch hng ca Bossini trn ton th gii. c th chi trn in thoi di ng Mc ch l to ra mt tr chi quyn r mang li s vui v cho khch hng khi tm hiu v khm ph tr gii thi trang ca Bossini. iu ny tng lng truy cp vo trang Web ca cng ty ln 30%, thng 10/2006 lc truy cp l 560.000 . Cc phin bn, cc tr chi trn in thoi di ng thch thc b

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Qun tr chin lc

GVHD: TS Nguyn Xun Ln

nh ngi chi v cng c thng hiu bi trong thi gian ngn s hin th nhng ngi mu mc cc b trang phc ca Bossini. Mt phn quan trng khi ngi chi ti v tr chi h phi cung cp cc thng tin lin h nh gii tnh, tui tc v cc chi tit khc. Nhng thng tin ny s h tr chng tnh tip th hin ti v tng lai.. c) p ng khch hng vt tri

Bossini xy dng h thng marketing chuyn nghip, nm bt nhu cu khch hng mt cch nhanh chng v chnh xc, to c s trung thnh nhn hiu. Nm bt c s thch ca gii tr, thi trang ca h thng chu nh hng bi phong cch thi trang ca ngi ni ting.. 4. Chin lc ngun nhn lc a) To ra cht lng vt tri

Bossini thng xuyn h tr cc chng trnh o to lin tc c th thc y v khuyn khch nhn vin nng cao nng lc chuyn mn ca mnh. To ra mt mi trng lm vic hp tc v trao i kin thc cho mi ngi trong doanh nghip. ng thi Bossini lun bo m v sinh v an ton ni lm vic cho cc nhn vin. Lun dnh s quan tm ti a v hn ch mc thp nht cc tai nn, cng nh ci thin cc iu kin an ton cho ni lm vic. V iu quan trng Bossini bo m cc c hi nh nhau cho tng nhn vin, khng phn bit gii tnh, chng tc, tn gio, chnh tr, a v c nhn v x hi. Vi nhng chnh sch , Bossini xy dng c i ng nhn vin c trnh chuyn mn cao, c tinh thn trch nhim v kh nng sng to c o nhm mang ti cho khch hng nhng gi tr m h mong i. b) Ci tin vt tri

Bossini lun khuyn khch tinh thn sng to ca nhn vin, khng bao gi bt nhn vin lm vic theo mt khun kh nht nh nhm pht huy ti a sng kin ca tng c nhn.

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Qun tr chin lc

GVHD: TS Nguyn Xun Ln

i ng nhn vin bn hng c tuyn chn t nhng ngi c k nng v nghip v tt, i ng ny m bo k nng nhy bn, nhanh nhn c kin thc v thi trang, am hiu tng tn v sn phm v lun nhit tnh trong cng vic nhm gip khch hng hiu r hn v sn phm ca cng ty v mang li nim tin cho h.. Chnh h gp phn mang li s hi lng cho khch hng trong mi sn phm ca doanh nghip. c bit, trong i ng lc lng sn xut ca Bossini l cng ty cn s dng mt i ng lm vic theo ma. Nhu cu v thi trang tng nhanh trong ma h chnh v th cng ty lun thu them nhn vin vo ma bn rn ny. Thu cng nhn theo ma trnh cho cng ty khi tnh trng d tha ngun lao ng vo nhng thi im nhu cu th trng v hng ha thp. Tuy nhin, nhng nhn vin tuyn dng theo ma ny vn c th c c hi lm vic lu di ti cng ty nu h th hin c nng lc lm vic tt trong thi gian hp ng. H s c gi li theo tha thun lm vic di hn ti cng ty. K hoch ny to cho cng ty c hi c s dng ngun lao ng ti nng bi chnh nhng ngun lao ng ny tim n nhng tng sng to c o, h s lun mang n cho cng ty nhng ci tin mi trong cng vic c) p ng khch hng vt tri

Bossini thng xuyn trin khai cc chng trnh o to, hun luyn nhn vin mt cch bi bn h c th hiu r khch hng ca mnh, t mnh vo v tr ca khch hng nhm cung cp cho h cht lng phc v tt nht. Nh vy, cng ty khng nhng c th gi chn c khch hng c m cn thu ht thm mt lng khch hng mi, k c h l nhng khch hng kh tnh nht. Ngy nay, khch hng tiu dng sn phm v lng ngi bit n thng hiu ny gia tng rt nhanh chng.

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