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CHO C V CC BN N VI BUI THUYT TRNH

THANH VIN NHOMNguyn Th Thu LoanHong Thu An Khnh HuynHong Kim ThyV Th Dim Thy

NHOM 4 LP DH11TC

GVHD: THS. Nguyn Th Hng HnhNHOM 4 LP DH11TCCHNG 3:QUAN TRI QUA TRINH MARKETING VA LP K HOACH MARKETING

NI DUNG THUYT TRINHIIIIKHI QUT V CHIN LC MARKETINGTIN TRNH HOCH NH CHIN LC MARKETINGIIQUN TR QU TRNH MARKETING

I - QUN TR QU TRNH MARKETING1. QA TRNH MARKETING: Qu trnh marketing bao gm vic phn tch cc c hi v marketing, nghin cu v chn la cc th trng c mc tiu, thit k cc chin lc marketing hoch nh cc chng trnh v marketing v t chc thc th v kim tra cc c gng n lc v marketing

2. QUN TR QU TRNH MARKETING:

Phn tch cc c hi th trng Nghin cu & chn la th trng mc tiuThit k chin lc Marketing Hoch nh chng trnh v Marketing T chc thc hin v kim tra n lc Marketing

II - KHI QUT V CHIN LC MARKETING1. KHAI NIM CHIN LC VA HOACH INH CHIN LC:

Chin lc la gi?* Chin lc:- L tp hp cc mc tiu di hn v cch thc t mc tiu - N cho thy, doanh nghip hng ti u

Hoach inh chin lc la gi?* Hoch nhchin lc marketing:L nn tang cua moi qua trinh quan tri-Cch thc-Ngun lc-Nhns-Thi gianMun cai gi?Cn cai gi?Lam nh th nao?Ai lam va lam khi nao?Hoch nhchin lc marketingl mt trong nhng nhim v quan trng ca ngh marketing. Mt bn k hoch marketing s gip bn xc nh c nhng c hi kinh doanh ha hn ca cng ty ng thi hng dn bn cch tip cn, nm bt v duy tr v th hin ti trn th trng c th.9Chin lc marketing gii quyt nhng vn sau:

1. KHAI NIM CHIN LC VA HOACH INH CHIN LC:1. KHAI NIM CHIN LC VA HOACH INH CHIN LC:

Mc tiu 1 : Nm 2012-2015, dnh ra 100 t ng t ngun ngn sch nng cao cht lng dch v chm sc khch hng.* Chin lc 1: Khuyn mi cho khch hng vo cc dp c bit ( sinh nht, l, tt.)* Chin lc 2: Xy dng thm trung tm chm sc khch hng.

Mc tiu 2 : Ti nm 2012, gim gi 2% cho tt c cc mt hng* Chin lc 1: Gim chi ph nguyn vt liu u vo.* Chin lc 2: Ci tin dy chuyn sn xut sn phm* Chin lc 3 : Gim chi ph nhn s

2. BAN CHT CUA CHIN LC MARKETING:2. BAN CHT CUA CHIN LC MARKETING: Cn c vo khch hng:Khch hng l c s ca mi chin lc

Theo kh nng p ng th trng- Kh nng gii hn ngun lc ca doanh nghipTheo mc ch s dng- Cn c vo mc ch s dng SP ca khch hngCch phnon th trng2. BAN CHT CUA CHIN LC MARKETING:2. BAN CHT CUA CHIN LC MARKETING: Cn c vo kh nng ca doanh nghip:

Cn c vo i th cnh tranh:2. BAN CHT CUA CHIN LC MARKETING:

3. VAI TR CA CHIN LC MARKETING:

3. VAI TR CA CHIN LC MARKETING: - Chin lc marketing vch ra nhng nt ln trong hot ng marketing ca mt doanh nghip.- N l nn tng nh hng cho vic xy dng cc chin lc chc nng khc nh chin lc sn xut, ti chnh

III TIN TRNH HOCH NH CHIN LC MARKETINGPhn tch bi cnh h ca t chcXc nh tm nhn, s mnh v mc tiunh dng cc CLKDHoch nh CL MarketingPhn tch tnh hnh hin ti ca t chcNhim v ca doanh nghip c th hin qua nhng nhu cu (mong i) ca cc c nhn hay t chc m doanh nghip d nh tho mn thng qua cung cp sn phm hoc dch v.1. XC NH NHIM V CA DOANH NGHIP

1. XC NH NHIM V CA DOANH NGHIPC 5 yu t c bn khi xc nh s mnh ca DN- Qu trnh hnh thnh & pht trin ca DN- Nhng mong mun ca ch s hu & ban lnh o- Nhng i hi khch quan ca T.T- Cc ngun lc ca DN- Nhng kh nng c bit ca DN

2. XC NH MC TIU CA DOANH NGHIP thc thi hu hiu s mnh ca mnh, DN phi c th ho s mnh bng nhng mc tiu c th ca tng cp qun trMi nh qun tr ca tng cp phi c trch nhim thc hin cc mc tiu ny. H thng mc tiu ny gi l qun tr theo mc tiu (MBO Managerment by objectives)

V d: Mc tiu ca Vinamilk l m bo ph hng rng khp trn c nc v lun t c tc tng trng cao hng nm. Dn u v doanh s trong s cc cng ty cng ngnh ti Vit Nam l mt trong nhng mc tiu quan trng nht. Ngoi ra lun m bo sn phm ca Vinamilk n tay ngi tiu dng bng dch v v gi c tt nht.

23H thng mc tiu ca doanh nghip

- Li nhun: Li nhun lun c coi l mc tiu c bn nht, l iu kin khng th thiu t ti cc mc tiu khc. Mc tiu ny thng phn nh r nht s thnh t ca doanh nghip. Mc tiu tng trng: Tng trng c coi l mc tiu phn nh mt cch tng hp, ton din hot ng ca doanh nghip. - Mc tiu tho mn ngy cng cao cc nhu cu v khch hng: y c coi l mc tiu ch yu bi v n chnh l iu kin thc hin hai mc tiu trn.

2. XC NH MC TIU CA DOANH NGHIP3. NH DANG CHIN LC KINH DOANH S dng m hnh SWOT xy dng cc phng n chin lc

Phn tich tinh hinh kinh doanh hin tai: bng nhng cng cu nh ma trn SWOT, BCG,GE3. NH DANG CHIN LC KINH DOANH Phng phap ma trn BCG

Phng phap GE

3. NH DANG CHIN LC KINH DOANH3. NH DANG CHIN LC KINH DOANH

Trin khai cac chin lc phat trin:3. NH DANG CHIN LC KINH DOANH4. HOACH INH CHIN LC MARKETINGMt trong nhng kt qua quan trong nht cua tin trinh marketing la xy dng cho c mt chin lc Marketing co tinh kha thi.

Sau y trinh bay ni dung tng quat cua 1 chin lc marketing.30NI DUNG TNG QUT VIC PHC THAO MT CHIN LC MARKETING1. Hin trng Marketinga. Tnh hnh th trng: (Trinh by s liu c bn v tnh hnh th trng)- Quy m, mc tng trng v cc phn on th trng- Nhu cu th trng- Xu hng v hnh vi mua sm

b. Tnh hnh sn phm- lng tiu th, gi bnh qun- T sut sinh li, li nhun rng v.v.

c. Tnh hnh cnh tranhPhn tch i th cnh tranh, quy m kinh doanh, th phn, cht lng sn phm, chin lc marketing d. Tnh hnh phn phiPhn tch h thng knh phn phi, quy m tng knh v.v.

2. Phn tch c hi marketingPhn tch mi trng marketing: mi trng v m, vi m. Lm c s hoch nh mc tiu v chin lc marketing * S dng cc ma trn: SWOT, BCG, v.v.

3. Mc tiu chin lc marketing- Xc nh mc tiu marketing: sn lng tiu th, doanh thu, th phn v.v.- Mc tiu ti chnh: Li nhun rng, T sut sinh li trn vn u t v.v.Lu : Cn xc nh cc mc tiu v nh tnh v nh lng

4. Chin lc marketing:

- Theo cch tip cn sn phm- th trng, gm: + Chin lc thm nhp thi trng; Chin lc m rng thi trng; Chin lc pht trin sn phm v chin lc a dng ho v.v..- Theo cch tip cn cnh tranh, gm: Chin lc dn u th trng; Chin lc i theo th trng; Chin lc lp ch trng thi trng- Chin lc marketing mix (cn gi cch tip cn theo bin s marketing)

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6. Chng trnh hnh nginh ro nhng quyt inh, nhng cng vic chu yu, thi gian, ngun lc cn thit trin khai chin lc marketing, cung nh quy inh trach nhim va quyn han cua cac cp va cac b phn thc thi chin lc.

5. Mc ph marketing: Xac inh mc phi marketing cn thit thc thi chin lc marketing.

7. Ngn schD bao kt qua tai chinh (Gm 2 phn thu,chi va li nhun d kin)8. Kim traTinh hinh s dung cac ngun lc cho cac hoat ng marketing, tinh hinh va tin thc hin cac chi tiu chu yu,phat hin ra nhng mt yu kem trong qua trinh thc thi chin lc va a ra cac giai phap khc phuc.

Chin lc kinh doanh ca mt doanh nghip l mt chng trnh hnh ng tng qut, trin khai cho mt khong thi gian nht nh, nhm hng n vic thnh t nhng mc tiu ca doanh nghip Hoch nh chin lc da trn 3 tng ch yu l: La chn mt danh mc u t bao gm cc n v kinh doanh chin lc (SBU) v cn c kh nng sinh li ca SBU phn b ngun u t.Tin lng tim nng sinh li ca SBU trn c s nghin cu t l tng trng ca th trng v v tr, mc tng ng ca DNXy dng mt k hoch di hn i vi SBU ca DN nhm t c nhng mc tiu lu di.Nhng cn c ch yu xy dng chin lc l: nhu cu khch hng, kh nng ca DN v v th ca i th cnh tranh. Khch hng l c s ca mi chin lc.Hoch nh chin lc marketing l mt b phn ca hoch nh chin lc doanh nghip, c thc hin theo mt tin trnh thng nht bao gm cc giai on ch yu sau: Xc nh nhim v kinh doanh, xc nh mc tiu kinh doanh, nh dng chin lc pht trin, hoch nh marketing.TM TTChin lc kinh doanh ca mt doanh nghip l mt chng trnh hnh ng tng qut, trin khai cho mt khong thi gian nht nh, nhm hng n vic thnh t nhng mc tiu ca doanh nghip Chin lc to ra ci khung hng dn t duy v hnh ng. Hoch nh chin lc da trn 3 tng ch yu l: 1. La chn mt danh mc u t bao gm cc n v kinh doanh chin lc (SBU) v cn c kh nng sinh li ca SBU phn b ngun u t.2. Tin lng tim nng sinh li ca SBU trn c s nghin cu t l tng trng ca th trng v v tr, mc tng ng ca DN3. Xy dng mt k hoch di hn i vi SBU ca DN nhm t c nhng mc tiu lu di. Nhng cn c ch yu xy dng chin lc l: nhu cu khch hng, kh nng ca DN v v th ca i th cnh tranh. Khch hng l c s ca mi chin lc. Hoch nh chin lc marketing l mt b phn ca hoch nh chin lc doanh nghip, c thc hin theo mt tin trnh thng nht bao gm cc giai on ch yu sau: Xc nh nhim v kinh doanh, xc nh mc tiu kinh doanh, nh dng chin lc pht trin, hoch nh marketing.38Phn mcMc ch1. Tm tt cho lnh oTrnh by ngn gn tng quan v k hoch ngh cho ban qun tr c lt nhanh2. Hin trng ca marketingTrnh by cc d liu c bn v th trng, sn phm, cnh tranh, phn phi v mi trng vi m (dn s, kinh t, chnh tr, php lut.) 3. Phn tch v c hi hu qunh r cc c hi, cc mi e da chnh, im mnh, im yu v cc hu qu i vi sp4. Mc tiuXc nh cc mc ch m k hoch mun t c v tng doanh s bn , v phn phn chia th trng, v li nhun5. Chin lc MarketingTrnh by cc cch gii quyt chnh v marketing s c s dng t n cc mc tiu ca k hoch6. Cc chng trnh hot ngTr li cc cu hi ci g s c lm? Ai s lm? Khi no s c lm? Chi ph s l bao nhiu ? 7. Bo co v li l d kinD bo trc v thu nhp, v ti chnh ca k hoch8. Kim tra Ch ra k hoch s c gim st nh th no?

THANK YOUGOOD BYE :D