Chien lc san pham

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LI NOI AU
Trong moi trng m ca va canh tranh gay gat hien nay, doanh nghiep muon ton tai va phat trien th khong nhng phai am bao tot khau san xuat ma con phai giai quyet khau tieu thu that hieu qua. ng au vi cuoc chien ay cam go nay, doanh nghiep buoc phai s dung en mot loai vu kh vo cung li hai, o chnh la Marketing. Mot khi hoach nh c cho mnh nhng chien lc Marketing linh ong va hieu qua hng en nhng muc tieu cu the, doanh nghiep mi co the tru vng va thu c nhieu thang li tren thng trng. Chien lc san pham la mot bo phan quan trong trong chien lc chung Marketing, la cong cu sac ben nhat trong canh tranh tren th trng. Thc hien tot chien lc san pham se tao ieu kien de dang cho viec trien khai va phoi hp cac cong cu marketing khac nham hng ti th trng muc tieu mot cach co hieu qua.

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Chien lc san pham

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I. SAN PHAM: 1. Khai niem: san pham theo quan iem cua Marketing la gan lien vi s thoa man nhu cau, va c muon cua khach hang, vd: ban chai anh rang, nha ca, dch vu ien thoai, Vay san pham la bat ky th g co the a vao th trng e tao s chu y, mua sam va s dung nham thoa man nhu cau c muon cua khach hang. a. Cot loi cua san pham: e giai ap cau hoi khach hang thc s mua cai g?, cot loi cua san pham phai la nhng li ch hoac dch vu ma san pham o mang lai cho khach hang. Vd: cot loi cua my pham o la mang lai cho khach hang nhng s khac biet, s lam ep va s bieu lo ca tnh cua khach hang b. San pham cu the: sau khi biet c nhng li ch cua khach hang th can phai bien cot loi san pham o thanh san pham cu the, ay chnh la san pham thc s cua khach hang s dung e thoa man li ch cua mnh (vd: son moi, phan trang iem,). Mot san pham cu the se bao gom cac thanh phan: kieu dang chat lng, nhan hieu, tnh nang. c. Phan bo tr cho san pham: nham gop phan tao thanh san pham hoan chnh gia tang nhan thc cua khach hang ve chat lng san pham, nha san xuat cung cap cho khach hang nhieu thong tin, nhng dch vu va nhng li ch bo sung nh bao hanh, sa cha, van chuyen 2. Phan loai san pham: la nhiem vu can thiet e co the xay dng va la chon chien lc san pham, ngi lam cong tac Marketing phai biet c san pham cua mnh thuoc loai nao, ac iem cua san pham, oi tng khach hang la ai..? a. Phan loai theo mc o lau ben hay tnh chat hu hnh cua san pham: - San pham lau ben: nhng san pham co thi gian s dung lau dai nh xe, may moc, nha ca - San pham s dung ngan han: nhng san pham co thi gian s dung ngan, can mua sam thng xuyen nh: xa bong, quan ao..v..v. - Nhng dch vu hay nhng li ch c a ra chao ban nh: dch vu ngan hang, kham bac s, b. Phan loai theo muc ch s dung va tnh chat cua san pham: - San pham tieu dung:

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Chien lc san pham

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Nhom 5 lp H20A1

+ San pham tieu dung thong thng: la nhng san pham c s dung thng xuyen va co gia tr thap, ngi tieu dung khong can phai an o suy ngh lau e la chon va mua ( thc pham, gia dung, o nha) Gom: San pham thng xuyen San pham tuy hng: mua khong co chu nh trc. San pham mua khan cap: ch nay sinh khi can thiet mang tnh mua vu. + San pham mua co la chon: la nhng san pham ma trong qua trnh mua ngi tieu dung thng la chon, can nhac, so sanh v yeu to trc khi a ra quyet nh mua, thng la nhng san pham co tr gia cao nh xe may, hang ien t,..v..v. + San pham theo nhu cau ac biet: la nhng san pham co ac tnh oc ao, rieng biet hoac nhng san pham ac hieu ma ngi mua san sang bo cong sc va tien e tm mua nh xe san phamort, cac san pham thi thng + San pham theo nhu cau thu ong: nhng san pham ma ngi tieu dung khong biet la ang s dung hay biet nhng khong ngh en viec mua sam nh bao hiem nhan mang - San pham t lieu san xuat: + Nguyen lieu va cau kien: la loai hang c s dung het vao qua trnh san xuat san pham Nguyen lieu tho Nguyen lieu a che bien (ban thanh pham) Cac cau kien ( phu tung, chi tiet, lap rap) + Tai san co nh: nhng san pham hang hoa t/g tng phan vao thanh phan. Nhng cong trnh co nh (Nha xng, van phong,) Nhng trang thiet b + Vat lieu phu va dch vu: nhng th khong the co mat trong thanh phan nhng anh hng en qua trnh san xuat san pham Vat t cong tac (xang dau, viet, giay t). Vat t ky thuat va sa cha (sn, inh, oc). Dch vu ky thuat va sa cha. Dch vu t van. II. CHIEN LC SAN PHAM: 1. Khai niem: chien lc san pham la phng thc kinh doanh san xuat co hieu qua tren c s bao am thoa man nhu cau cua th trng va th hieu cua khach hang trong tng ky hoat ong kinh doanh cua doanh nghiep.
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Chien lc san pham

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Nhom 5 lp H20A1

Trong chien lc san pham doanh nghiep thng xuyen a ra nhng quyet nh lien quan en: - Kch thch tap hp san pham - Nhan hieu va chat lng san pham - Bao b san pham - Dch vu oi vi khach hang - Thiet ke san pham mi - Xem xet chu k song cua san pham 2. Vai tro cua chien lc san pham: - Chien lc san pham la xng song cua chien lc kinh doanh, trnh o san xuat can cao canh tranh cang gay gat th vai tro chien lc san pham cang tr nen quan trong. - Khong co chien lc san pham th cac chien lc bo phan khac khong co c s ton tai. - Chien lc san pham sai lam, tc la a ra th trng loai hang hoa va dch vu khong co nhu cau hoac rat t nhu cau th gia ca co thap en au cung khong co y ngha g het. - Chien lc san pham khong ch am bao cho san pham kinh doanh ung hng ma con gan bo chat che gia cac khau cua qua trnh san xuat. 3. Nhng chien lc san pham: 3.1.Xac nh kch thc cua tap hp san pham: - Trong qua trnh san xuat kinh doanh, cong ty phai quyet nh loai hnh san pham kinh doanh, kinh doanh theo hng a dang hoa hay tap trung chuyen sau o chnh la nhng quyet nh lien quan en kch thc tap hp san pham. Kch thc cua tap hp san pham la so loai san pham cung vi so lng chung loai va mau ma cua chung, kch thc cua tap hp san pham co ba so o: + Chieu rong: La so loai san pham (hoac dch vu) ma doanh nghiep d nh cung ng cho th trng. No c xem la doanh muc hang hoa ma x nghiep kinh doanh. No phan anh mc o a dang hoa san pham cua doanh nghiep. + Chieu dai: Moi loai san pham eu thng co nhieu chung loai, so lng chung loai se quyet nh chieu dai cua tap hp san pham. Chung loai hang hoa la nhng hang hoa co lien quan vi nhau mot cach chat che do giong nhau ve chc nang tao nen mot chuoi he thong cua mot loai san pham. + Chieu sau: la so lng mau ma cua chung loai hang hoa. Ba so o ve kch thc cua tap hp san pham tr thanh cong cu e cong ty xac nh chnh sach ve tap hp san pham. Co nhieu cach e cong ty la chon khac nhau can c
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Chien lc san pham

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Nhom 5 lp H20A1

vao tnh hnh th trng, oi thu canh tranh va kha nang cua doanh nghiep. Cac chnh sach lien quan en kch thc tap hp san pham: * Quyet nh ve danh muc hang hoa: Moi doanh nghiep se co nhng quyet nh khac nhau va doanh muc hang hoa kinh doanh. - Quyet nh han che danh muc hang hoa kinh doanh: t thong tin th trng x nghiep co quyet nh han che loai san pham: loai bo nhng san pham t hoac khong co hieu qua. - M rong danh muc hang hoa: Ngoai nhng loai hang hoa ang kinh doanh x nghiep con m rong them danh muc hang hoa kinh doanh. VD: Tap oan SamSung va Nam Trieu Tien. Nhng nam1950: kinh doanh ng, det vai 1960: Phan bon, dung cu ien t. 1970: San pham si tong hp, ong tau, linh kien ien t. - Thay oi danh muc hang hoa kinh doanh, x nghiep loai bo nhng loai hang hoa kinh doanh khong co hieu qua va thay the bang nhng mat hang mi phu hp hn. * Quyet nh ve chung loai hang hoa: - Quyet nh han che chung loai, giam bt chung loai kinh doanh khong em lai li nhuan va b ao thai. - Quyet nh keo dai chung loai hang hoa, chung loai hang hoa co xu hng keo dai theo thi gian. - Quyet nh hien ai hoa chung loai san pham: bien oi chung loai san pham, loai bo nhng san pham co chung loai cu, lac hau va thay the bang nhng san pham mi va an khach hn. * Quyet nh hoan thien va nang cao ac tnh s dung cua san pham nham ap ng nhu cau ngay cang cao cua ngi tieu dung. Bao gom cac van e sau: - Hoan thien cau truc ky thuat cua san pham. - Nang cao thong so ky thuat cua san pham. - Tang cng tnh hu dung cua hang hoa. 3.2.Quyet nh ve nhan hieu san pham (Brand name): Nhan hieu la ten goi, thuat ng, dau hieu, bieu tng hoac tong hp nhng yeu to tren nham xac nhan hang hoa cua mot doanh nghiep va phan biet vi hang hoa cua oi thu canh tranh.

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Chien lc san pham

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Nhom 5 lp H20A1

VD: Xa bong VISO vi nhan hieu VISO va bieu tng con thien nga, pin cua cong ty pin acquy ong Nai co nhan hieu Pinaco va bieu tng hnh con o. Viec la chon nhan hieu cho san pham cung la mot yeu to chu chot trong viec xac nh san pham. Vai tro cua nhan hieu la ghi dau nhng hang hoa hay dch vu qua hnh anh, qua t ng hay c thiet ke mot cach tong hp ca hnh anh va t ng. Nhan hieu co cac chc nang sau: Chc nang thc tien: nhan hieu cho phep ghi nh de dang ket qua cua qua trnh trc ay, nh o giup ngi tieu thu co the tm lai c nhanh chong cac nhan hieu ma ho cho la thch hp. Chc nang bao am: oi vi ngi tieu thu, mot nhan hieu quen thuoc la s am bao cho mot chat lng tot. Chc nang ca the hoa: khi ngi tieu thu lac chon mot nhan hieu nao o tc la khang nh net oc ao, nhan cach cua ho. Chc nang tao s vui thch: ngi tieu dung cam thay vui thch khi c chon tha ho trong nhieu san pham co nhan hieu a dang. ieu nay khong co c trong mot ca hang khong co nhieu nhan hieu. Chc nang chuyen biet: khi nhan hieu phan anh mot hnh dang oc nhat cac ac trng cua san pham, VD: nhan hieu xe hi thng la con thu, ngoi sao, dong song, con chim e ch s di chuyen nhanh. Chc nang de phan biet: khi nhan hieu la iem duy nhat e ngi tieu thu bam vao trong viec chon mua san pham, nhat la oi vi nhng san pham co mau sac giong nhau rat kho phan biet bang mat. Nha san xuat khi thiet ke nhan hieu duy nhat cho tat ca cac nhan hieu cho san pham cua mnh co the la chon mot trong bon chien lc sau: La chon mot nhan hieu duy nhat cho tat ca cac san pham: thc hien chien lc nay co tac dung bao am s noi tieng nhanh chong cua san pham nhng lai co nguy c trong trng hp that bai, se lam hai en tat ca cac san pham. VD: Cong ty Hng Sang a at ten HUNSAN cho tat ca cac san pham cua cong ty. Phan biet hoa cac nhan hieu cho tng nhom san pham: khi mot cong ty san xuat ra nhng nhom san pham hoan toan khac nhau th khong nen s dung mot nhan hieu chung nham tao ra s la chon de dang cho ngi mua hang.
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Chien lc san pham

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Nhom 5 lp H20A1

VD: Tap oan Masushita vi cac nhom hang san pham tieu dung ien t mang nhan hieu Panasonic, National Phan biet hoa cac nhan hieu cho tat ca cac san pham: thc hien chien lc nay cho phep san pham tham nhap vao nhng phan khuc th trng manh hn nhng khi a san pham vao th trng can phai tang them chi ph cho quang cao. VD: Cong ty P&G rieng san pham dau goi a co rat nhieu nhan hieu khac nhau nhn Head and Shoulder, Rejoice, Pantene Ket hp thng hieu vi ten rieng cua tng san pham. nh trong trng hp cua Nestea, Nescafe, Yomost... hoac nhng chiec xe cua tap oan Ford vi cac nhan hieu Ford Mondeo, Ford Escape Sau khi a quyet nh chien lc nhan hieu cua mnh, doanh nghiep phai la chon ten nhan that ac biet, ap ng cac nhu cau sau: Phai noi len c mot ieu gi o ve li ch cua san pham. Phai noi len c chat lng cua san pham cua san pham nh tnh nang, mau sac.. Phai de oc, de viet, de nhan ra, de nh, co the s dung nc ngoai va khi dch ra tieng nc ngoai th ko co y ngha xau. Sau khi chon nhan hieu doanh nghiep can phai xay dng thng hieu (Trademark). Thng hieu la ten hieu (Brand name) hay dau hieu (Brand mark) c dang ky va bao ve bi luat phap e doanh nghiep oc quyen s dung tren thng trng. * ac iem cua mot nhan hieu ly tng: Mot nhan hieu c xem la ly tng neu co 1 so ac iem sau. - De lien tng en cong dung va loai san pham. - Noi len chat lng san pham. - De oc, de nhan dang va de nh. - ac trng va de gay an tng. Quyet nh ve ngi ng ten nhan hieu. - San pham co the c tung ra vi nhan hieu do ngi san xuat quyet nh. - San pham co the do nhng nha phan phoi quyet nh. - Co 1 so nha san xuat mn ten nhan hieu a noi tieng bang cach tra ban quyen cho viec s dung thng hieu o. 3.3. Quyet nh ve chat lng hieu hang.
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Chien lc san pham

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Nhom 5 lp H20A1

Khi trien khai 1 hieu hang nha san xuat phai la chon mot mc chat lng va nhng thuoc tnh khac e ho tr cho viec nh v nhan hieu hang trong th trng a la chon. Chat lng la tong the nhng ch tieu, nhng ac trng cua san pham the hien c s thoa man nhu cau trong ieu kien tieu dung xac nh phu hp vi cong dung san pham. Hau het cac san pham khi au e c xac lap 4 mc chat lng: thap, trung bnh, cao va hao hang. Mc chat lng ma x nghiep la chon e san xuat san pham phu thuoc vao th trng muc tieu ma x nghiep hng ti. VD: Cong ty DASO quyet nh mc chat lng khac nhau cho hai loai nhan hieu. DASO: Nhng san pham chat lng trung bnh, gia re. DACCO: San pham chat lng cao, gia cao. * Chien lc quan ly chat lng theo thi gian c the hien 3 hng: - Nha san xuat se au t vao van e nghien cu va au t thng xuyen vao viec cai tien san pham. - Duy tr chat lng san pham. - Giam chat lng san pham bu ap cho viec chi f san xuat gia tang hoac nang mc li nhuan. 3.4. Quyet nh ve bao b hang hoa: Bao b, ong goi la nhng hoat ong nghien cu, san xuat o cha hay goi cho 1 san pham. ong goi la viec at san pham vao trong bao b. S ong goi va viec la chon bao b cung la mot quyet nh quan trong cua chien lc san pham. Ca ong goi va bao b eu co chc nang sau: Bao ve san pham: chong am t, v be. Tao thuan li cho viec chuyen ch: bao am chat xep, boc d nhanh chong, van chuyen an toan. Tao thuan li cho viec ban hang: gup cho viec ban hang nhanh chong, nhat la ban hang t phuc vu. Tao s thch ng cua san pham oi vi nhu cau cua ngi tieu thu: nhng thong tin ghi tren bao b a gi lai nhng yeu to a trnh bay trong quang cao, nhan ra nhan hieu de dang va giup ngi mua chuyen ch hang hoa ve nha c an toan. Tao thuan li cho viec tieu dung: nh hng dan, nh lng ghi tren bao b, viec tieu dung tr nen de dang. De dang bao quan hang hoa: trong qua trnh d tr, nh co bao goi san pham c bao quan tot hn. Do co nhieu chc nang quan trong nh vay nen cac doanh nghiep rat quan tam en viec oi mi bao b, ong
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Chien lc san pham

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Nhom 5 lp H20A1

goi e ngay cang phu hp hn vi viec kinh doanh tren th trng. * Bao b gom 3 lp - Lp trong: trc tiep cha ng hang hoa - Lp bao goi ngoai: Nham bao ve bao b lp au va kch thch tieu thu. - Bao b van chuyen: bao goi ngoai cung e bao quan va van chuyen hang hoa. * Cac quyet nh ve bao b hang hoa : -Quyet nh ve kieu dang bao b : tc la cac quyet nh lien quan en kch thc, hnh dang, mau sac, vat lieu,. Cac yeu to nay phai hai hoa vi nhau nham gay an tng va tao niem tin ni khach hang ve chat lng san pham. -Quyet nh ve cach gan nhan hieu va thong tin tren bao b : ngoai nhng yeu to neu tren, ngi ban phac hoa hnh anh va nhan hieu san pham tren bao b. Nhan hieu co the la mot the nho dnh vao hang hoa hay ca mot noi dung hnh va ch phc hp. Nhan hieu giup khach hang co the nhan biet c hang hoa, ch ro pham chat, mo ta hang hoa mot chng mc nao o va giup tuyen truyen hang hoa bang hnh anh hap dan. 3.5.Quyet nh ve dch vu oi vi khach hang : Mot nguyen tac c ban cua Marketing la phai lam sao cho ngi mua hang hai long. Co the ho hai long khi c cung ng hang hoa dch vu vi chat lng tot trong qua trnh ban hang. Trong mot so trng hp dch vu khach hang a tr thanh mot trong nhng yeu to quyet nh en viec mua hang cua khach hang. Cac dch vu gom co: Cho hng tn dung, ieu kien giao hang. Bao hanh Sa cha khong mat tien. Cho th mien ph. Lap rap, hieu chnh san pham. Hng dan cach s dung, bao tr san pham. Dch vu ho tr san pham la mot phan quan trong trong chien lc san pham. No co the anh hng en nhan thc cua khach hang ve chat lng mot loai san pham nao o, do o nhieu cong ty s dung dch vu ho tr cho san pham nh nhng cong cu e co the gianh c li the canh tranh.

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Chien lc san pham

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Nhom 5 lp H20A1

-Tuy theo ac tnh cua tng loai san pham, ac iem tieu dung va yeu cau cua khach hang ma dch vu cung ng cho ngi tieu dung co the khac nhau. Theo thi gian nhng nha san xuat chuyen dan vai tro cung ng dch vu en cho nhng nha phan phoi va ban hang chnh thc cua mnh v nhng ngi nay gan gui vi khach hang hn nen co the cung cap nhng dch vu ho tr san pham nhanh chong va kp thi. 3.6.Tao uy tn cho san pham: Trong chien lc san pham, cac cong ty quan tam ngay cang nhieu en van e tao uy tn san pham (yeu to tam ly). Tao uy tn san pham chnh la viec co gang tao ra hnh anh (an tng) tot ve san pham trong nhan thc cua khach hang e ho co mot niem tin nhat nh oi vi san pham o. Viec tao ra uy tn san pham co y ngha quan trong, am bao li the canh tranh cho san pham tren th trng. *Nhng yeu to anh hng en uy tn cua cong ty : -Chat lng san pham : san pham co chat lng cao, ben ep la yeu to quan trong lam tang uy tn cua san pham, ngi tieu dung se tin tng vao san pham hn, nhan thc ve s rui ro khi mua san pham se giam nhieu. -Gia ca : gia tng ng vi mot mc chat lng nhat nh, oi luc e nang cao uy tn cua mnh doanh nghiep co the nang cao chat lng san pham va ha gia mat hang. Co trng hp doanh nghiep lai ban ra vi mot mc gia rat cao e tao ra niem tin ve san pham co chat lng cao (vd : san pham Ph 24000). -Dch vu sau ban hang : hoat ong bao hanh, lap at, phu tung thay the se cung co niem tin vi khach hang. -Nhng hoat ong khuyen mai khac : nham lam cho hnh anh san pham xuat hien thng xuyen cac hoat ong phan phoi, van chuyen, bao quan hang hoa. Van e quan trong la cong ty co gang tao ra va cung co nhan hieu san pham cua mnh trong nhan thc khach hang thong qua viec phoi hp cac yeu to tren. 3.7. Chien lc san pham mi: a)Khai niem san pham mi: - Theo quan iem Marketing: san pham mi co the la nhng san pham mi ve nguyen tac; san pham mi cai tien t cac san pham mi hien co hoac nhng nhan hieu mi do ket qua nghien cu, thiet ke, th nghiem cua cong ty - Nguyen nhan cua viec hnh thanh san pham mi la do nhng thay oi nhanh chong ve th hieu, cong nghe, tnh hnh canh tranh do o doanh nghiep khong the ton tai va phat
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Chien lc san pham

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Nhom 5 lp H20A1

trien neu ch da vao nhng san pham hien co (co the lay v du t tivi ien t sang man hnh tinh the long). - Bien phap e co san pham mi: Mua toan doanh nghiep nao o, mua bang sang che hay giay phep san xuat san pham cua ngi khac. T thanh lap bo phan nghien cu va thiet ke san pham mi. b) Cac giai oan thiet ke va marketing san pham mi: b1. Hnh thanh y tng: Tm kiem y tng ve san pham la bc au tien quan trong e hnh thanh phng an san xuat san pham mi. Co the can c vao cac nguon thong tin sau: - T pha khach hang: quan tham do y kien cua hoc, trao oi vi ho, th t va n khieu nai ho gi en, cac thong tin ho phai anh t tren bao ch va phng tien thong tin ai chung (vd1) - Nghien cu san pham thanh cong, that bai cua oi thu canh tranh. - Nhan vien ban hang va nhng ngi trong cong ty thng tiep xuc vi khach hang - Cac nguon khac: t cac nha khoa hoc, nhng ngi co bang sang che phat minh, cac trng ai hoc, cac chuyen gia trong nganh quan ly va cac nha nghien cu Marketing Y tng ve san pham mi thng ham cha nhng t tng chien lc trong hoat ong kinh doanh va hoat ong marketing cua cong ty nh: tao u the ac biet so vi oi thu canh tranh, cong hien mot s thoa man hai long nao o cho khach hang (VD1)Co the lay v du: luc trc khach hang muon rut tien ngan hang th phai en ngan hang ieu nay gay can tr ve thi gian, ch i ac biet va oi vi nhng ngi xa qua tham do y kien hnh thc may rut tien t ong ATM. (VD2) Trc s ra mat san pham mi cua Samsung va Motorola vi man hnh cc ep, am thanh cc trong, quay phim o phan giai cao a thuc ay Nokia a ra san pham N91 vi dung lng cc ln, am thanh song ong va o phan giai cao e canh tranh ve mat chat lng. b2. Tham tra (la chon) y tng: Muc ch cua viec tham tra nham co gang phat hien, san loc, loai y tng khong phu hp, kem hap dan e chon c nhng y tng tot nhat. e lam c ieu nay moi y tng ve hang hoa mi con c trnh bay bang van ban, trong o co nhng noi dung cot yeu la
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Viet ro y tng ve san pham, mo ta san pham. Khach hang muc tieu la cu ? san pham co ap ng nhu cau khong? - oi thu canh tranh co the phan ng g? - Co phu hp vi muc ch va tai lc cua cong ty - c tnh qui mo th trng, gia ban san pham, chi ph san xuat, thi gian trien khai va thu hoi von. - anh gia y tng. b3. Trien khai va th nghiem khai niem san pham mi: - Khai niem san pham la s giai thch y tng san pham bang nhng ngon ng ma khach hang hieu c. vi muc ch giup cho khach hang co the hnh dung c nhng tnh nang, cong dung cua san pham e t o tao nen hnh anh ve san pham trong au cua khach hang. Nh ta a biet hnh anh san pham la bc tranh cu the ve mot san pham ang co hay se co trong thc te trong au cua khach hang. o la yeu to e hng khach hang en vi san pham cua cong ty. Do o e chuyen y tng thanh khai niem phai tra li cau hoi: + Ai la ngi mua san pham nay? + Li ch chu yeu cua san pham la g? + Khach hang dung san pham luc nao? Sau khi a hnh thanh Khai niem ta co the thc hien th nghiem khai niem san pham bang cach a khai niem o ra th nhom khach hang muc tieu, co the mo ta bang li hay dung hnh mau. Bc nay ta co the thu thap c y kien khach hang va tong hp cac cau tra li e biet khai niem san pham co thc s thu hut khach hang ve vi san pham hay khong hay con phai ieu chnh lai e ro rang hn, cu the hn, ung oi tng hn b4. Hoach nh chien lc Marketing: Sau khi d an san pham mi tot nhat c thong qua, doanh nghiep can soan thao chien lc marketing cho no. Chien lc mar cho san pham bao gom: - phan th nhat: mo ta quy mo, cau truc th trng va thai o cua khach hang tren th trng muc tieu, d kien xac lap v tr cua san pham, ch tieu ve khoi lng ban; th phan va li nhuan trong nhng nam trc mat. - Phan th hai: trnh bay quan tam chung ve phan phoi san pham va d oan chi ph mar cho nam au - Phan th ba: trnh bay nhng muc tieu tng lai ve cac ch tieu, tieu thu, li nhuan, quan iem chien lc lau dai ve cac yeu to marketing-mix.
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b5. Phan tch ve mat kinh doanh: Tren c s cac t lieu a co, trc khi quyet nh cho thiet ke san pham, ban lanh ao doanh nghiep tien hanh duyet lan cuoi ve mc o hap dan cua kinh doanh san pham mi, phan tch va can nhac ky cac chi tieu d kien ve mc ban, chi ph va li nhuan. b6. Thiet ke san pham: Trong giai oan thiet ke cac d an: san pham phai c the hien thanh nhng san pham hien thc, ch khong phai ch la nhng mo ta khai quat cac bc tren. e lam viec nay bo phan nghien cu thiet ke se tao ra mot hay nhieu phng an hay mo hnh san pham. Theo doi va kiem tra cac thong so ky thuat , va cac kha nang thc hien vai tro cua san pham va tng bo phan, chi tiet cau thanh no. Tao ra nhng san pham mau, th nghiem chc nang cua no trong phong th nghiem; kiem tra thong qua ngi tieu dung e biet y kien cua ho. b7. Th nghiem trong ieu kien th trng: Neu san pham a qua c th nghiem chc nang va s kiem tra cua ngi tieu dung th doanh nghiep se san xuat mot loat nh e th nghiem trong ieu kien th trng. bc nay ngi ta va th nghiem san pham va th nghiem chng trnh mar. V vay oi tng c th nghiem co the la: khach hang, nha kinh doanh (buon ban) va cac chuyen gia co kinh nghiem. Nhng muc tieu theo uoi trong yeu trong bc nay la e tham do kha nang mua va d bao chung ve mc tieu thu. b8. Trien khai san pham hang loat va quyet nh tung san pham mi ra th trng: Sau khi th nghiem th trng, doanh nghiep a co can c ro net hn e quyet nh co san xuat ai tra san pham mi hay khong . Neu viec san xuat ai tra c thong qua doanh nghiep phai thc s bat tay vao trien khai phng an to chc san xuat va marketing san pham mi. Trong giai oan nay, nhng quyet nh lien quan en viec tung san pham mi vao th trng la cc ky quan trong. Cu the la trong giai oan nay cong ty phai thong qua y nh: + Khi nao chnh thc tung ra san pham mi vao th trng? + San pham mi se tung ra au? + San pham mi trc het phai tap trung ban cho oi tng khach hang nao? + San pham mi c tung ra ban nh the nao? Vi nhng hoat ong ho tr nao e xuc tien viec ban?
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HTTP://SINHVIENNGANHANG.COM 3.8. Chien lc chu ky song cua san pham:

- Chu ky song cua san pham la mot thuat ng e mo ta s bien oi cua doanh so tieu thu cua 1 san pham ke t khi san pham c tung ra th trng cho en khi no rut khoi th trng tc la luc ma th trng khong con chap nhan san pham na. - Muc tieu cua moi doanh nghiep khi tung san pham ra th trng la phai at c mc li nhuan cao nhat thong qua viec toi a hoa doanh so ban hang ong thi ha thap nhat moi chi ph phat sinh trong qua trnh san xuat va phan phoi san pham. Do o doanh nghiep luon muon cho san pham mnh ton tai that lau tren th trng, tuy nhien thi gian ton tai cua moi san pham cung nh moi giai oan trong chu k song cua moi san pham la khac nhau, phu thuooc nhieu vao hoan canh moi trng th trng tieu thu san pham ma cu the nhat la phu thuoc vao th hieu cua ngi tieu dung. - V the nghien cu chu k song cua san pham, lam ro c van e doanh nghiep ang vao giai oan nao trong chu k song san pham la rat quan trong no anh hng rat ln en viec hoach nh quan tr cung nh cac giai oan Marketing cua doanh nghiep. - Nhn chung th chu k song cua 1 san pham trai qua 4 giai oan chnh: + Giai oan tung san pham vao th trng. + Giai oan phat trien. + Giai oan chn muoi. + Giai oan suy thoai. The hien qua s o :
mc tieu thu san pham Ra th trng Phat trien Chn muoi Suy thoai

thi gian

a) Giai oan gii thieu san pham: - Giai oan nay san pham va c tung ra th trng vi iem mi me cua san pham trong giai oan nay vua la li the vua la bat li cho doanh nghiep:
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+ Bat li: Khach hang cha biet nhieu ve san pham, khach hang cha t bo thoi quen tieu dung san pham cu, con lng l, cha co oi chng trong tieu dung san pham nay -> doanh so ban hang con han che. Ve mat chu quan: cong ty van con cham m rong nang lc san xuat, con gap nhieu vng mac ve k thuat cong nghiep, chi ph ao tao, mang li phan phoi cha c trien khai mot cach hieu qua, t o kha nang tiep can khach hang cha cao. + Li the: San pham mi nen cha gap phai sc canh tranh ang ke t oi thu -> doanh nghiep ang nam oc quyen san pham mi, ban san pham vi mc gia nh cao. Thu hut c nhom khach hang thch dung san pham mi, hay thay oi thoi quen tieu dung, hay thch the hien - Hng chien lc marketing cua giai oan nay: + Tap trung ban san pham vao nhom th trng co ieu kien mua san pham nay nhieu. + Tang cng quang cao tao ieu kien thuan li hang hoa vao th trng Hoan thien he thong ban hang vai tro ln trong chinh phuc khach hang, duy tr s ton tai cua san pham tren th trng, ong thi DN phai co ke hoach phat trien von au t, am bao tang nhanh khoi lng san pham tieu thu b) Giai oan tang trng. - G cua san pham a hoan thanh viec bc chan vao th trng, ten tuoi cua san pham luc au hnh thanh trong lang khach hang, ac iem: + Mc tieu thu san pham a bat au tang manh + Th trng xuat hien nhieu oi thu canh tranh + Nang lc san xuat san pham cua cong ty a c hoan thien, chi ph san xuat giam Li nhuan ngay tang len. - Hng chien lc cua marketing: + Gi nguyen mc gia hoac giam nhe e thu hut khach hang. + Gi nguyen hoac tang chi ph, m rong mang li ban hang. + Tiep tuc thong tin manh me ve hang hoa cho cong chung. + Gi vng va nang cao chat lng hang hoa, tao cho san pham nhng tnh nang mi, mau ma mi ( phat trien chi
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ph nghien cu trien khai phan tch th trng, hoan thien san pham) + Xam nhap th trng mi. c)Giai oan chn muoi: Giai oan ma san pham a tran lan: ay la giai oan keo dai nhat trong chu ky san pham. + Khoi lng tieu thu san pham tang cham dan va co dau heu chng lai, th trng ang ri vao trang thai bao hoa. + Canh tranh gay gat gia cac nha cung cap tren khap cac kenh phan phoi. + Nhieu thu thuat canh tranh khac c cac nha cung cap a ra: ban ha gia, tang chi ph quang cao tang chi ph au t cho nghien cu, thiet ke, th nghiem tao ra cac mau cua hang hoa mi tang chi ph giam li nhuan. d)Giai oan suy thoai: Giai oan nay anh dau bang mc tieu thu san pham ra khoi giai oan phat trien cham giai oan trc va bat au giam sut vi toc o giam sut nay moi san pham la khac nhau co the nhanh chong, cham chap hoac cung co the giam manh, tc la th trng khong con muon mua them bat k san pham nao thuoc loai nay na. Nguyen nhan co the do thay oi th hieu ngi tieu dung, hang hoa mi xuat hien vi tnh nang va kha nang canh tranh hn han - giai oan nay th tuy vao mat hang KD va tuy vao qui mo cua kha nang cai tien san xuat cua tng DN ma co hng Marketing khac nhau: + Mot so DN nho sc canh tranh kem: gaim dan san xuat, giam tiep th quang cao, au t nghien cu san pham mi, chuyen sang th trng san pham mi. + Mot so DN co the thu hep chung loai hang hoa chao ban, t bo phan th trng nho, nhng kenh thng mai t hieu qua nhat, giam chi ph Giam gia nhieu hn Quyet nh bo hay gi lai hang hoa trong giai oan nay co the gay nhieu kho khan cho cong ty, tham ch lam giam uy tn cho toan cong ty v nhng hang hoa o. + Vi cac DN ln co sc canh tranh manh cung vi u the ve von va kha nang cai tien cong nghe ay la giai oan thuan li e xoa bo oi thu canh tranh: Tiep tuc au t cai tien san pham, nang cao chat lng, tang them cac tnh nang mi noi troi cua san pham, ng dung cac tien bo cong nghe tieu ieu vao san pham, thay oi mau ma gi chan khach hang.
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au t m rong mang li phan phoi, tang cng quang cao gii thieu san pham, e vc day san pham. Viec nghien cu va phan tch chnh xac chu k song cua san pham giup cho DN chu ong lap ke hoach tieu thu va co bien phap kem theo tng ng vi tng giai oan cua no. III) XAY DNG, LA CHON VA QUYET NH PHNG AN SAN PHAM TRONG CHIEN LC SAN PHAM: 1) Vai tro va nhng can c c ban e xay dng : 1.1) Vai tro cua phng an san pham : - Phng an san pham quyet nh en hieu qua san xuat kinh doanh noi chung va chi phoi cac phng an khac. Cho nen phng an san pham la hat nhan trong he thong cac phng an san xuat kinh doanh cua moi doanh nghiep. - oi vi viec san xuat san pham noi rieng, phng an san pham co tac dung hng dan va giup cac cong viec cu the trc, trong va sau khi tien hanh san xuat mot loai san pham nao o. 1.2) Nhng can c c ban e xay dng, la chon va quyet nh phng an san pham: - Can c vao chien lc kinh doanh va phng an kinh doanh tong hp. - Can c vao nhu cau cua th trng -> quyet nh so lng san pham a ra th trng trong tng thi gian cu the. - Can c vao kha nang cua doanh nghiep (the lc cua doanh nghiep trong canh tranh, cac nguon nhan lc, vat lc, tai lc hien co,) 2) Noi dung cua phng an san pham : Gom 8 noi dung chu yeu va ay cung chnh la nhng bc tien hanh trong qua trnh xay dng phng an san pham : Bc 1 : Xac nh muc tieu va nhiem vu c ban cua doanh nghiep trong thi ky xay dng phng an san pham. Bc 2 : Quyet nh khoi lng san pham, dch vu a ra th trng. ay la noi dung then chot cua phng an san pham. Bc 3 : Neu cac ieu kien can thiet e san xuat ra khoi lng san pham, dch vu a quyet nh trong phng an. Bc 4 : Tnh toan ket qua kinh doanh theo khoi lng san pham trong phng an. Bc 5 : a ra ke hoach to chc thc hien phng an san pham.
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Bc 6 : D kien cac sai lech va rui ro co the xay ra trong qua trnh thc hien phng an san pham va cac bien phap e phong, ngan chan, x ly cac sai lech va rui ro o. Bc 7 : D kien ieu chnh khoi lng san pham trong qua trnh san xuat. Bc 8 : Ket luan c ban ve phng an san pham. 3) Cac yeu to anh hng en khoi lng san pham, dch vu trong phng an san pham: 3.1) Thai o cua khach hang oi vi loai san pham d kien san xuat : Tren goc o xay dng phng an san pham ma xet th san pham phai c phan loai can c vao thai o cua khach hang v o chnh la mot trong nhng bieu hien chu yeu phan anh nhu cau cua th trng. Thai o cua khach hang oi vi san pham se anh hng en so lng mua va do o tr thanh can c quyet nh khoi lng san xuat ra. 3.2) Chu ky i song cua san pham : (tham khao phan Chien lc chu ky i song cua san pham a c trnh bay tren) Chu ky i song cua san pham bieu th nhng giai oan khac nhau trong lch s ton tai cua san pham tren th trng. Tng ng vi moi giai oan la cac van e va c hoi doanh nghiep can nhan biet e quyet nh khoi lng san xuat v moi giai oan cua chu ky i song san pham mc o tieu thu tren th trng co khac nhau. Doanh nghiep khong the san xuat khoi lng ln neu san pham ang giai oan au hoac cuoi trong chu ky song cua no. Ngc lai, neu doanh nghiep ch san xuat khoi lng nho, manh mun khi san pham a bc vao giai oan tang trng va trng thanh th cung co ngha la a bo l c hoi. Viec nghien cu chu ky i song san pham con co the giup cho doanh nghiep la chon giai oan tham gia san xuat. Doanh nghiep khong nhat thiet phai tham gia tat ca cac giai oan cua chu ky i song san pham ma co the tung hang ra th trng khi san pham a bc vao giai oan tang trng hoac trng thanh va co the rut ra khi san pham bc vao giai oan suy thoai. 3.3) Chat lng san pham : Chat lng san pham la mot ch tieu tong hp the hien nhieu mat khac nhau nh : - Ve mat vat ly : ben, chac, kieu, dang. - Ve mat hoa hoc : khong co oc to. - Ve mat hoa ly : khong hoen g, chong nong, am.
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- Ve mat sinh hoa : khong anh hng en sc khoe, bao am ve sinh, than thien vi moi trng. - Ve mat th giac : de nhn, tao an tng. - Ve mat khu giac : thm, de chu. - Ve mat xuc giac : mem mai, nhang bong,. - Ve mat thnh giac : am thanh hai hoa, lang ong,. Nhng loai san pham khac nhau se mang nhng ac trng khac nhau va khong nhat thiet phai at c tat ca cac yeu to ke tren. ieu quan trong la san pham cua doanh nghiep at ti mc nao khi so sanh vi san pham cung loai cua oi thu canh tranh. Ben canh 3 nhan to chi phoi ke tren, viec quyet nh khoi lng san pham san xuat ra con tuy thuoc vao kha nang cua doanh nghiep, vao quy mo san xuat, hoat ong to chc quan ly ra sao, cac yeu to a ly, kinh te, chnh tr khac. 4) La chon va quyet nh phng an san pham : e la chon phng an, cac nha quan ly thng s dung 3 phng phap tiep can la : kinh nghiem, thc nghiem, nghien cu va phan tch. 4.1) Phng phap la chon da vao kinh nghiem : mot chng mc nao o, kinh nghiem la ngi ch ng tot e hng ti tng lai. ng trc mot so phng an san pham a c xay dng, neu cac nha quan ly phan tch mot cach can than va oi chieu vi nhng thanh cong hoac that bai trong qua kh cua doanh nghiep mnh cung nh cua cac doanh nghiep khac th co the la chon c phng an san pham tot nhat trong so nhng phng an san pham a co. Tuy nhien e phng phap nay at hieu qua cao, cac nha quan ly khong c chu quan va rap khuon nhng g trong qua kh v bai hoc kinh nghiem khong the hoan toan ung vi moi van e hien tai va tng lai. 4.2) Phng phap la chon da vao thc nghiem : Phng phap thc nghiem a tng c s dung nhieu trong ieu tra khoa hoc, nhng trong quan ly th mi mot chng mc nhat nh. Phng phap nay co the em lai hieu qua cao khi xem xet van e quan ly thuoc cac yeu to co the o c. Cach thc tien hanh cua phng phap nay la lam th cac phng an a xay dng va t ket qua lam th ma la chon phng an toi u. Tuy nhien phng phap nay cha ng nhieu nhc iem: mot la ton kem, kho co kha nang tien hanh thc nghiem nhieu phng an san pham cung mot luc; hai la sau khi thc nghiem van co ly do e hoai nghi v thc nghiem la hien tai, con trien khai phng an lai trong tng lai ma tng lai khong
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han giong hoan toan hien tai. Do vay phng phap nay ch c s dung sau khi a dung cac phng phap khac nham khang nh lai lan cuoi cung trc khi quyet nh. 4.3) Phng phap la chon da vao nghien cu va phan tch : Nghien cu va phan tch la phng phap la chon phng an hau nh em lai s chuan xac nhat. Phng phap tiep can ay la nghien cu can ke cac moi quan he gia cac bien so, cac rang buoc va cac tien e thiet yeu lien quan en muc tieu can hng ti. Trong nghien cu va phan tch, ngi ta s dung nhieu cach tiep can khac nhau, nhng toan dien nhat la s dung cac mo hnh toan hoc. S dung phng phap nghien cu va phan tch e la chon va quyet nh phng an san pham cung co nhieu ky thuat khac nhau. ay la mot phng phap oi hoi kha nang phan tch cao va van dung linh hoat cua nha quan ly doanh nghiep.

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KET LUAN
Chnh sach lien quan en san pham la mot bo phan quan trong trong hoat ong Marketing cua doanh nghiep. Noi dung cot loi cua cac chien lc san pham la giai quyet 3 van e co lien quan en san pham cua doanh nghiep quyet nh tung ra th trng, bao gom : - Chieu dai cua san pham : bieu hien so loai san pham, dch vu se cung cap cho th trng, tc la phan anh mc o a dang hoa chung loai san pham cua doanh nghiep. - Chieu rong san pham, dch vu : la so lng san pham c san xuat va tung ban tren th trng cho moi loai san pham ac trng. - Chieu sau cua san pham : la chat lng, mau ma va kch thc ma doanh nghiep se san xuat va a ra ban tren th trng. Do vay cac chien lc lien quan en san pham rat phong phu va a dang. Ngoai ra, cong tac nghien cu san pham mi cung la mot bo phan khong the khong the thieu trong chnh sach san pham, e co the ton tai va phat trien doanh nghiep phai thng xuyen nghien cu cai tien san pham , a ra nhng mau mi phu hp vi xu hng tieu dung cua khach hang. Trong qua trnh kinh doanh, doanh nghiep can tm hieu san pham ang giai oan nao cua chu ky song t o ma a ra nhng chien lc phu hp vi tng giai oan khac nhau cua san pham.

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PHU LUC : NHNG CHIEN LC THC TE MINH HOA 1) THANH CONG T CHNH SACH SAN PHAM Hang Matsushita Electrical Company cua Nhat a mua xng san xuat TV cua hang Motorola cua My ngay tren at My. Ford thau tom hang Jaguar cua Anh. Tai sao nhng tap oan kinh te ln tren lai co nhng chien lc tao bao nh vay? Cau tra li xuat phat t chnh sach san pham cua ho. Trong kinh doanh, t nhng cong ty xuat khau nho nhat en cong ty xuat khau a quoc gia ln nhat, chnh sach san pham luon c quan tam moi cap o quan ly. Mac du ban lanh ao cua Sony hay cua Ford phai a ra nhng quyet dnh ve san pham, nhng tren thc te, ho phai da vao bo phan marketing quoc te e co c nhng thong tin, nh thong tin ve nhu cau th trng , e thiet ke san pham cung nh a ra cac quyet nh co lien quan en nhng ac tnh cua san pham, day chuyen san pham, nhan hieu, bao b. Van e nay cang tr nen cc ky phc tap oi vi viec ieu hanh mot cong ty ang tham nhap hang hoa nhieu th trng nc ngoai khac nhau. Khach hang moi quoc gia khac nhau se co nhng nhu cau oi hoi khac nhau, do o viec thc hien chnh sach san pham quoc te ra sao cho phu hp vua la mot s can thiet va vo cung kho khan, th du nh 5 quoc gia cung chau Au (Anh, Y, c, Phap, Thuy ien) nhng co cac yeu cau khac nhau ve loai may giat s dung cho gia nh: t ong hay ban t ong, chieu cao, chieu rong ra sao, s dung nc nong, nc lanh hay nc bnh thng Chnh sach san pham quoc te c ap dung cho tng san pham rieng le, cho tuyen san pham hoac cho ca he san pham. Qua trnh hnh thanh va phat trien mot san pham: San pham chiem lnh th trng luon la muc ch cua cac doanh nghiep, chung ta khong quan tam en ngi tieu dung co xem chung la mi hay khong. Trong thc te, thng ch co 10% so san pham mi la thc s mi hay co oi mi oi vi the gii. Co nhieu cach e mot cong ty xuat nhap khau tao ra san pham mi cho viec tham nhap th trng the gii: - Cach de nhat la xuat khau nhng san pham hien co, ang tieu thu noi a; chien lc nay rat de dang e thc hien, t nhat la giai oan au va no co the giup cho viec giam chi ph khi tiep can th trng the gii. Bien phap nay thng c SamSung hay Toyota ap dung trong nhieu nam qua.
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- Cach th hai tng oi de, tat nhien la khong hoan toan kinh te, la mua han mot x nghiep hoac mua mot phan e nam quyen ieu hanh x nghiep va hang ang co san pham tieu thu th trng nc s tai hoac san pham hang o co the c xuat khau sang mot quoc gia th ba. Phng thc tao ra mot san pham mi bang cach mua mot cong ty hay mot x nghiep co san nc ngoai thng c thc hien bi cac cong ty rat ln, cac tap oan quoc te, cac cong ty a quoc gia. Sony va Ford la nhng tap oan tien phong ap dung cach thc nay. Thanh cong th han chung ta eu a biet. Theo Ford th viec mua mot hang hoac mot x nghiep ang san xuat nc ngoai theo hnh thc tren co the se co nhieu ton kem ve tien bac, nhng ve lau dai th no van re hn vi viec phai xay dng mot x nghiep mi vi mot nhan hien mi. - Mot cong ty cung co the san xuat ra mot san pham mi t viec mo phong mot san pham a co san va ang c a chuong tren th trng quoc te e lam san pham mi rieng cua mnh, t o xuat khau tham nhap th trng nc ngoai. Tat nhien, cach lam nay khong phai la cach lam cua cac cong ty hang au, ang dan dat th trng tren the gii. Trong thc te, cac cong ty thuoc cac quoc gia mi cong nghiep hoa NICS (New Industrialized Countries) nh Han Quoc, ai Loan, Singapore va Hong Kong a tng i len bang hnh thc nay. Cach lam nay han nhien la giam c rat nhieu chi ph, gia thanh san pham ha co sc canh tranh cao, tao c nhieu ieu kien thuan li cho viec tham nhap th trng the gii. Nhng nha san xuat loai nay c goi la nhng ngi i theo th trng, ngc lai vi nhng ngi dan dat th trng la cac cong ty luon t mnh tao ra san pham hoan toan mi hoac cai tien tren c s san pham cua mnh hien co. Tuy nhien trai ngc vi cach mo phong tren, lai co nhng cong ty a co nhng san pham vi chat lng tot, ho san sang ban cho nhng cong ty nc ngoai va ong y in nhan hieu theo yeu cau cua cong ty nc ngoai. Tai mot nha may san xuat computer cua Daewoo cung cap. Tng t hang Caterpillar ban xe nang vi nhan hieu cua Caterpillar la do lien doanh vi Daewoo nhieu loai may thu hnh mang nhan hieu nhieu x nghiep khac nhau, phan ln linh kien c san xuat bi Daewoo. Sau cung, cong ty co the tao ra mot san pham mi bang cach phat trien phan ben trong cua san pham, Toyota, Nissan a phat trien cac loai xe hi Lexus, Infiniti, Respectively
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bang s au t, cai tien. Tien hanh phat trien san pham t ben trong co the c xem la mot qua trnh tien hoa t y tng chung en viec phan tch thng mai, en phat trien, en thng mai hoa san pham hoac gii thieu san pham, moi giai aon c tiep tuc thc hien tao them rat nhieu ton kem kha canh tien bac lan thi gian. Qua trnh phat trien san pham mi: Y tng chung cua nhieu tap oan ln nh Sony, Panasonic la thu nhap nhng y kien cua viec hnh thanh san pham mi, xuat phat t khach hang, ban than noi bo doanh nghiep, t oi thu canh tranh, cua nhng ngi ban buon, ban le, trung gian, ai ly, cung cap, t cach trung tam, vien nghien cu, cac n v thiet ke, cac chuyen gia, chuyen vien. Ngoai ra, mot chien lc quan trong khac la Gan loc y tng thanh lap hoi ong khoa hoc ky thuat gom chuyen gia thiet ke, kinh doanh, ky thuat am tng ve san pham va th trng. Khi gan loc y tng can lu y: - Khong e sot cac y tg, sang kien co tiem nang tot. - Khong phat trien cac y tng trong o co cha nhng khuyet iem ma Hoi ong khong kp nhan ra. 2) PHAT TRIEN KINH DOANH NH SAN PHAM MI Ai cung biet danh tieng cua mot doanh nghiep nh phu thuoc vao san pham ma ho tung ra th trng. Nha san xuat o tieu dung sang trong hang au the gii Gucci a to ra lac quan khi doanh thu cua hang trong quy IV tang 17% so vi quy III. Co c s lac quan nay la nh loai tui xach da at tien cua Gucci a lay c s cam tnh cua ngi tieu dung. Doanh so ban ra cua mat hang tang rat nhanh trong thi gian gan ay. Thi gian qua, do thua lo tai Yves Laurent, mot chi nhanh thi trang noi tieng cua Gucci a ay hoat ong kinh doanh chung cua hang lien tiep i xuong. Con so lo len en 20,7 trieu USD cua Yves Saint Laurent tng chng nh ang ve len mot cuoc khung hoang mi cua Gucci. Ben canh o, Gucci cung chu nhieu thiet hai ve kinh doanh khi ma nganh du lch ang ngay mot xuong doc do hau qua cua SARS hay chien tranh, khung bo. Khach du lch, ac biet la ngi My va ngi Nhat la nhng ngi rat chuoc cac san pham cua Gucci. Va mat hang tui xach ot nhien xoc lai niem tin cho Gucci. Domenico de Sole, giam oc ieu hanh cua Gucci cho biet :Hoat ong kinh doanh tui xach cua hang trong quy III
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van rat noi bat, va chung toi tin tng rang se at c s tang trng cao trong ca nam 2003. Co the no se cu vt con tau cua Gucci cua chung toi khoi chm. Qua ung vay, sau khi cac mat hang cua Gucci ang mat dan khach hang, Gucci a co ke hoach thiet ke mot mat hang mi e vc day hoat ong kinh doanh cua toan hang. Ban au, hang ch nh thiet ke tui xach loai mi phuc vu cho viec i chi hay trong cac buoi da hoi, nhng roi ke hoach nay c tam dnh ch va thay vao o la mot loai tui xach the thao bang da sang trong. ngay lap tc, khi mi tung ra th trng loai tui xach nay a bat mat ngi tieu dung nh phong cach thi trang, dang khoe manh cua no. Va the la, loai tui xach nay lam en au tieu thu het en o. Li nhuan trc thue va khau hao cua Gucci la 112,1 trieu USD. Nh vay so vi con so 77,7 trieu USD nam ngoai th ro rang con so nay a vt mong i cua Gucci. Doanh so ban hang tang 650k trieu USD trong 10 thang au nam. Co phieu cua Gucci, hang san xuat o tieu dung at tien ln th ba tren the gii sau LVMH va Richemont tang 0,2% at 68,95 Euros. Cac hoat ong kinh doanh khac cua Gucci nh thi trang hay cac vat tieu dung phu van luon b thua lo, nhng theo Gucci cac noi lc cua hang e vc day cac hoat ong kinh doanh nay van ang at c nhieu ket qua tot ep. Li nhuan toan mang li cua Gucci at 53,1 trieu USD so vi 523 trieu USD. ay la con so kha quan khi ma thi gian qua hoat ong kinh doanh cua Gucci luon i xuong khi vap phai s canh tranh quyet liet cua cac hang khac. Va noi bat nhat trong so o la loai tui xach the thao bang da nhan hieu Guccio Gucci, mang ten ngi a sang lap ra hang vao nam 1923.

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DANH MUC TAI LIEU THAM KHAO

1) Marketing can ban, 2005, Trng H Kinh Te TP.HCM, Nha xuat ban Thong Ke. 2) Marketing can ban, 1998, Trng Cao ang Ban cong Marketing, Nha xuat ban Thong ke. 3) Chien lc kinh doanh cua doanh nghiep trong nen kinh te th trng, 1996, PTS ao Duy Huan, Nha xuat ban giao duc. 4) Nhng chien lc Marketing hieu qua ky dieu, 2005, Thu Thuy (Bien soan), Nha xuat ban Lao ong-Xa hoi. 5) Xay dng va trien khai chien lc kinh doanh-Con ng en thanh cong, 2005, Vien nghien cu va ao tao ve quan ly, Nha xuat ban Lao ong-Xa hoi. 6) Nhng t duy mi ve th trng, 1997, TS.Hoang The Tru, Nha xuat ban Thong ke. 7) Giao trnh Marketing can ban, 2002, Trng ai hoc Kinh te quoc dan-PGS.TS. Tran Minh ao, Nha xuat ban giao duc. 8) Marketing can ban (Marketing Essentials), 2005, Phillip Kotler, Nha xuat ban Giao thong van tai.

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Nhom 5 lp H20A1

DANH SACH THANH VIEN NHOM 5

1) Nguyen c Hien 2) Le Thanh 3) Nguyen Phuc Bao Long 4) L Hng Dng 5) Nguyen Th Ngoc Quyen 6) Tran Minh c 7) Cao Phu Sn 8) Ho Xuan Tam 9) Le Ngoc Toan

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