Bi tp nhm chin lc Marketing Http://forum.duytan.edu.

n
!"# H$% &#'H () !* '+',
&H-. /01' (23 &#'H 4-.'H
BI TP NHM CHIN LC
MARKETING
TI: ,#5# (H#60 (7', /0.' 89 (:; !-*'
(20', ',0<=' 8* ;H>' (?%H @B0
,8H4: (@. 'guyAn BuCn DEn
DFp hGc phHn: M&(IJK
4@ 'hm KJ:
K. !Lng /uMc 8N OO&KP
P. Hong (hQ (hu HuyRn OO&KP
O. ;hSm (hQ %Tm Dai OO&KP
U. (rHn (hQ (hu (hVo OO&KP
K
DIN N SINH VIN DUY TN
Bi tp nhm chin lc Marketing Http://forum.duytan.edu.n
MC LC
I! T"#$ %&'#!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! (
)! G*+* ,-*.& /0 1234 56 T7&#$ N$&89#!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!(
:! L;4- /< -=#- ,->#- 5> ?-@, ,7*A#B!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!(
(! TCD #-=# 5> /E DF#$B!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!G
G! G*@ ,7; 4H, 1I*B!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! J
II! P-K# ,L4- SBU!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! J
)! G*+* ,-*.& SBU!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! J
:! T"#$ %&'# 56 ,-; ,72M#$ 4'NO -P> ,'# ,F* V*., N'DB!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Q
(! P-K# ,L4- DR -=#- J 1S4 123#$ 4F#- ,7'#-B!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!T
G! MU4 ,*9& V*#- WP'#-B!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!X
J! P-K# ,L4- 13* ,-Y 4F#- ,7'#-BZZZZZZZZZZZZ!!!!!!!!!!!!!!!!!!!!!!!!!!)[
Q! T-; ,72M#$ DU4 ,*9&BZZZZZZZZZZZ!! ZZZZZZZZZZ!)[
T! ;#- 5;BZZZZZZZZZZZZZZZZZZZZZZZZZ!!!!!!!!!!))
\! C-*Y# 1234 M'7VO,*#$BZZZZZZZZZZZZZZZZZZZZ!!!!!))
III! KY, 1&]#BZZZZZZZZZZZZZZZZZZZZZZZZZZZ!!)(
P
DIN N SINH VIN DUY TN
Bi tp nhm chin lc Marketing Http://forum.duytan.edu.n
GI^I THI_U TP `N TRUNG NGUYN V PHN
TaCH SBUB CbNG TY Cc PHdN CAef HgA TAN
TRUNG NGUYN
I! T"#$ %&'#
)! G*+* ,-*.& /0 1234 56 T7&#$ N$&89#B
2a WXi o giYa nZm K[[\ ](rung 'guy^n l K nhEn hi_u c ph^ non tr` caa 8i_t
'amb nhng WE nhanh chng tSo dcng Wc uy tdn tre thnh thfng hi_u c ph^
guen thuhc nhit WMi Fi ngXi ti^u djng cV trong ngoi nFc. %hk trong lng KJ
nZmb tm mht hEng c ph^ nhn op nqm giYa tha pha c ph^ Burn M^ (huhtb (rung
'guy^n WE trsi dy thnh mht tp Won hjng mSnh Fi \ crng ty thnh i^n: %rng ty
ct phHn (rung 'guy^nb crng ty ct phHn c ph^ hla tan (rung 'guy^nb crng ty ('HH
c ph^ (rung 'guy^nb crng ty ct phHn thfng mSi dQch u ,v crng ty li^n
doanh 8ietnam ,looal ,ateway x8,,y Fi czc ngnh nghR chdnh oao g{m: |Vn }uitb
ch oinb kinh doanh trb c ph^~ nhng guyRn thfng hi_u dQch u phCn phMib ozn
l` hi_n WSi. (rong tfng laib tp Won (rung 'guy^n | phzt trin Fi KJ crng ty thnh
i^nb kinh doanh nhiRu ngnh nghR Wa dSng.
:. L;4- /< -=#- ,->#- 5> ?-@, ,7*A#B
h )Qi[Qi)XXQB &hei nghi_p e Burn Ma (huht x@Vn }uit kinh doanh trb c ph^y
h )XX\B (rung 'guy^n }uit hi_n e (;.H%M oqng khTu hi_u Mang lSi ngu{n cVm
hng |zng tSo mFi con |M KJJ guzn c ph^ (rung 'guy^n.
h :[[[B !znh diu |c phzt trin oqng |c hi_n di_n tSi H 'hi lHn WHu ti^n
nhng guyRn thfng hi_u Wn 'ht BVn
O
DIN N SINH VIN DUY TN
Bi tp nhm chin lc Marketing Http://forum.duytan.edu.n
h :[[)B (rung 'guy^n c mLt tr^n khp ton guMc tip tuc nhng guyRn tSi
@ingapore tip theo l %ampuchiab (hzi Dan
h :[[:B @Vn phTm (r (i^n ra WXi
h :[[(B 2a WXi c ph^ hla tan ,v }uit khTu ,v Wn czc guMc gia phzt trin
h :[[GB Me th^m guzn c ph^ (rung 'guy^n tSi 'ht BVnb mSng lFi \JJ guzn
c ph^ tSi 8'b KPK nh phCn phMib vJJJ Wim ozn hng [bJJJ ca hng ozn l`
|Vn phTm.
h :[[JB &hznh thnh nh mzy rang }ay tSi Burn Ma (huht nh mzy c ph^
hla tan lFn nhit 8i_t 'am tSi Bnh 4fng Fi crng |uit rang }ay l KJbJJJtin/nZm
c ph^ hla tan l PbJJJtin/nZm.
h :[[Q: !Qnh hnh cf ciu caa mht tp Won Fi i_c thnh lp Wa o hoSt
Whng czc crng ty mFi: ,v Martb (ruyRn thrng 'am 8i_tb 8ietnam ,looal ,ate
ay.
:[[TB %rng oM trit l c ph^ khei Whng dc zn (ha pha c ph^ ton cHu tSi
Burn Ma (huht
:[[\B &hai trfng h_ thMng guzn nhng guyRn mFi e 8i_t 'am guMc tb
khznh thnh Dng c ph^ (rung 'guy^n tSi BM(.
:[[XB &hai trfng Hhi guzn |zng tSo (rung 'guy^n tSi H 'hib WHu t tr^n UJ
tri_u 0@4 }Cy dcng nh mzy ch oin c ph^ Fi crng ngh_ hi_n WSi nhit th
giFi tSi Burn Ma (huht.
(! TCD #-=# 5> /E DF#$B
(Hm nhn: (re thnh mht tp Won thc WTy |c trsi dy caa nRn kinh t 8i_t
'amb giY Yng |c tc cha R kinh t guMc gia khfi dyb chng minh cho mht khzt
Gng !Si 8i_t khzm phz chinh phuc.
U
DIN N SINH VIN DUY TN
Bi tp nhm chin lc Marketing Http://forum.duytan.edu.n
@ mSng: (So dcng thfng hi_u hng WHu gua i_c mang lSi cho ngXi theng
thc c ph^ ngu{n cVm hng |zng tSo niRm tc ho trong phong czch (rung
'guy^n Wm W Zn ha 8i_t.
G! G*@ ,7; 4H, 1I*B
K. &hfi ngu{n |zng tSo
P. ;hzt trin oVo _ thfng hi_u
O. Diy ngXi ti^u djng lm tCm
U. ,Hy dcng thnh crng cjng WMi tzc
. ;hzt trin ngu{n nhCn lcc mSnh
\. Diy hi_u guV lm nRn tVng
II! P-K# ,L4- SBU B
)! Gii thiu v SBU :
Hi_n tSi (p !on (rung 'guy^n c \ Wfn Q thnh i^n cNng l \ @B0 caa
(p Won. WCy nhm WE chGn @B0 l %rng (y %; cafp hla tan (rung 'guy^n.
Hi_n nayb %rng ty %; cafp hla tan Wang kinh doanh dlng |Vn phTm chdnh c
ph^ ho tan ,vb c ph^ ho tan pa||iona cafp vvv.
] % ph^ hla tan ,v c U |Vn phTm |au
@Vn phTm c ph^ hla tan ,v O in K.
% ph^ ,v Hla (an !en.
% ph^ hla tan ,v %appuccino.
% ph^ hla tan ,v P in K.
] % ph^ hla tan ;a||iona: mht loSi c ph^ mFi chuy^n dnh cho phzi Wp.
] % ph^ vvv.

DIN N SINH VIN DUY TN

Bi tp nhm chin lc Marketing Http://forum.duytan.edu.n
:! T "#$ %&'# 56 ,-; ,72M#$ 4'NO -P> ,'# ,F* V*., N'DB
] !Cy l mht thQ trXng tiRm nZng Fi K/O ttng nhu cHu ti^u djng c ph^ trong cV
nFc.
] (rFc nZm PJJO thQ trXng c ph^ ho tan 8i_t 'am cln khz ngho nn R
chang loSi |Vn phTm dt Wc nh WHu t guan tCm b lc W chk c P rng lFn chim
lnh thQ trXng l 'e|cafe x 'e|ley 8inacafe. (rong Wb 'e|cafe l k` thMng trQ
Fi thQ phHn chim gHn \J ton thQ trXng. 8Fi Q th tuy_t WMi W caa 'e|cafeb
ngXi ti^u djng oQ zp WLt chit lngb khTu Q |Vn phTm khrng c nhiRu lca chGn
khzc. !ng |au 'e|cafe khi iy l 8inacafe Fi ObU thQ phHn. b\ thQ phHn cln
lSi l khoVng trMng dnh cho czc thfng hi_u khzc. 'hng k tm khi %rng ty %; cafe
(rung 'guy^n tung ra |Vn phTm cafp ho tan ,v o ngy PO/KK/PJJO th thQ trXng
8i_t 'am k tm lc W ot WHu diAn ra |ri nti hfn khi (rung 'guy^n li^n tuc Wa ra
czc chin lc Marketing thu ht nhiRu khzch hng chdnh thc tuy^n oM WMi WHu
trcc di_n Fi 'e|cafe caa 'e|tle.
] ! tham gia o cuhc chfi ny nhiRu thfng hi_u WE guyt WQnh WHu t lFn nh
8ina%afe Fi mht nh mzy c ph^ ho tan PJ tri_u 0@4b Fi crng |uit O.JJJ tin/nZmb
(rung 'guy^n th c mht dCy chuyRn |Vn }uit c ph^ ho tan ,v l^n tFi KJ tri_u 0@4b
crng |uit P.JJJ tin/nZm...
'goi nhYng t^n tuti kinh doanh c ph^ ho tan guen thuhc nh 'e|%afe x'e|tleyb
8ina%afeb ,v %offee x(rung 'guy^ny... cuMi nZm PJJ\ thQ trXng WE }uit hi_n th^m
czc nhEn hi_u mFi nh 8inamilk cafe x%rng ty %; @Ya 8' ] 8inamilkyb Maccoffee
xood mpire Holdingy. & tm lc Wb chic oznh caa thQ trXng c ph^ hla tan WE
Wc chia lSi.
'h yb tdnh cho thXi tFi thXi Wim hi_n nay tr^n thQ trXng cafe hla tan 8i_t
'am WE c chdnh thc crng ty lFn tham gia o thQ trXng ny nh |au: 'el|eb
(rung 'guy^n b %ty ct phHn % ph^ Bi^n Hlab b %rng ty %; |Ya 8i_t 'am] 8inamilkb
ood mpire Holding czc crng ty nhn khzc.
\
DIN N SINH VIN DUY TN
Bi tp nhm chin lc Marketing Http://forum.duytan.edu.n
(! P-K# ,L4- DR -=#- #jD 1S4 123#$ 4F#- ,7'#-B
(!). Nh cung cp:
] @M lng nh cung cip | guyt WQnh Wn zp lcc cSnh tranhb guyRn lcc Wm
phzn caa hG WMi Fi ngnhb doanh nghi_p. 'u tr^n thQ trXng chk c mht i nh cung
cip c guy mr lFn | tSo zp lcc cSnh tranhb Vnh heng tFi ton oh hoSt Whng |Vn }uit
kinh doanh caa ngnh.
] (uy nhi^nb hi_n nayb (rung 'guy^n c mht h_ thMng |Vn }uit hoSt Whng r
cjng hi_u guV . &hi m czc ngu{n nguy^n li_u djng cho guz trnh |Vn }uit cafp hla
tan cNng nh czc loSi cafp khzcb WRu l ot ngu{n tm czc nrng trSi tr{ng cafp do chdnh
(rung 'guy^n WHu t guVn ld. Hay ni czch khzc (rung 'guy^n chdnh l nh cung
cip nguy^n li_u WHu o cho i_c |Vn }uit caa mnh. 8 yb zp lcc cSnh tranh tm nh
cung cip l in WR m (rung 'guy^n khrng phVi WMi mLt hi_n nay.
3.2. Khch hng:
] &hzch hng l mht zp lcc cSnh tranh c th Vnh heng trcc tip tFi ton oh
hoSt Whng |Vn }uit kinh doanh caa ngnh.
] !Mi Fi |Vn phTm cafp hla tan WCy Wc }em l mht |Vn phTm ti_n dung b
Whng cf khrng cao n^n nZng lcc thfng lng caa khzch hng l thip.
3.3 Cc i th cnh t!nh ch"nh t#ng ngnh:
'i Wn czc WMi tha cSnh tranh chdnh caa (rung 'guy^n chng ta c th nhc
tFi czc crng ty |au:
a) Nescafe ca Nestle :
D nhEn hi_u c ph^ hla tan hng WHu tr^n th giFi Fi oR dy lQch | vJ nZm.
(Si 8i_t 'am thfng hi_u ny WE tre n^n guen thuhc Fi hHu ht mGi ngXi l mht
trong nhYng thfng hi_u c thQ phHn cao tSi 8i_t 'am. Hi_n tSib 'e|cafe c mht nh
v
DIN N SINH VIN DUY TN
Bi tp nhm chin lc Marketing Http://forum.duytan.edu.n
mzy |Vn }uit cafp hla tan Fi crng |uit KJJJ tin/nZm cho phpp crng ty c khV nZng
Wzp ng mht czch tMt nhit nhu cHu caa ngXi ti^u djng.
b) Vinacafe ca Cng ty CP caf Bin Ha:
Bt WHu Wi o |Vn }uit tm nZm K[v[ hi_n tSi l hEng cafp chim thQ phHn
cao tSi 8i_t 'am Fi oR dy kinh nghi_m caa mnh.
8Fi nh mzy |Vn }uit cafp hla tan Fi crng |uit OJJJ tin/ nZm 8inacafe WE tre
thnh doanh nghi_p lFn nhit R nZng lcc |Vn }uit dn WHu R crng ngh_ |Vn
}uit c ph^ hla tan. 'h yb cjng Fi 'e|cafe th 8inacafe Wc coi l WMi tha Wzng
gXm nhit m (rung 'guy^n phVi WMi mLt tm trFc Wn nay.
c) Caf Vinamilk ca Cng ty CP sa Vit Nam- Vinamilk:
Hi_n tSib 8inamilk c mht nh mzy c ph^ Fi ttng Mn WHu t gHn PJ tri_u Wr
la Mb tr^n di_n tdch khurn i^n tFi \JbJJJ mP tSi Bnh 4fng. 'h mzy c crng |uit
KbJJ tin/nZmb Wc trang oQ mht dCy chuyRn |Vn }uit c ph^ ccc k hi_n WSi e mGi
crng WoSn.
MLc dj trFc WCyb ngXi ta chk oit Wn 8inamilk l mht crng ty chuy^n |Vn
}uit |Yab nhng Fi tham Gng Wa dSng ha |Vn phTmb 8inamilk WE nghi^n cu cho
ra WXi |Vn phTm cafp hla tan lHn WHu ti^n }uit hi_n tr^n thQ trXng o thzng v/PJJ\.
(uy ra WXi |au 'e|cafeb 8inacafe (rung 'guy^n nhng Fi nhYng ns lcc khrng
ngmng caa mnh th trong thXi gian khrng }a 8inamilk c th tm ra chs Wng caa
mnh tr^n thQ trXng ny.
) !acc"ffee ca #"" $m%i&e H"laings:
D nhEn hi_u c ph^ O trong K WHu ti^n }uit hi_n tSi 8i_t 'am. 'hYng nZm WHu
caa thp k [J chng kin nhYng chuyn oin mang tdnh czch mSng e 8i_t 'am.
! theo kQp oFc tin caa thXi WSib ood mpire Holding| WE cho ra WXi Mac%offee
] mht |Vn phTm WHy tdnh |zng tSo WE gp phHn thay Wti thi guen uMng c ph^ caa
ngXi ti^u djng. D nhEn hi_u c ph^ O trong K WHu ti^n }uit hi_n tSi 8i_t 'amb Fi

DIN N SINH VIN DUY TN

Bi tp nhm chin lc Marketing Http://forum.duytan.edu.n
crng thc pha ch Whc Wzo kt hp giYa czc hSt c ph^ thng hSngb kem WXngb
Mac%offee Wem Wn |c thun ti_n cho ngXi y^u thdch c ph^.
(!$. %i th cnh t!nh ti& tng:
B^n cSnh U WMi tha chdnh e tr^n th (rung 'guy^n Wang phVi WMi mLt Fi
nhYng WMi tha cSnh tranh trong nFc nh: (hzi Hlab .n (hzib ;h (hzib %.4.b
8#%...
(uy nhi^n thfng hi_u tr^n WE tre n^n guen thurc Fi ngXi ti^u djng tm rit
lCub i_c thay Wti thi guen l rit kh. 8 yb ro cVn nhp cuhc caa czc WMi tha cSnh
tranh tiRm tng l khrng cao.
3.'. S(n ph)& th!* th+:
] @Vn phTm dQch u thay th l nhYng |Vn phTmb dQch u c th thna mEn
nhu cHu tfng Wfng Fi czc |Vn phTm dQch u trong ngnh.
] B^n cSnh i_c | dung cafp hla tanb hi_n nay ngXi ti^u djng cln c |c lca
chGn khzc W l cafp phin gHn WCy |c }uit hi_n caa cafp lon hla tan.
a) Caf l"n 'a tan:
(rong nhYng nZm gHn WCyb ngXi ti^u djng 8i_t 'am WE ot WHu lm guen Fi
|Vn phTm cafp Wng lon c th uMng ngay m khrng cHn pha ch. DoSi |Vn phTm ny
thu ht Wc nhiRu ngXi tdnh ti_n dung phj hp Fi cuhc |Mng hi_n WSi lurn on
rhn. 'i Wn cafp lon hla tan chng ta c nhc Wn czc |Vn phTm |au:
] %afe lon Birdy do crng ty .inomoto 8i_t 'am phCn phMib c mLt tr^n thQ
trXng tm nZm PJJ.
] %afe lon hla tan 8#; caa crng ty (Cn Hi_p ;hzt tung ra thQ trXng o ngy
K/KK/PJJ[.
] %afe lon hla tan caa 'e|tle.
[
DIN N SINH VIN DUY TN
Bi tp nhm chin lc Marketing Http://forum.duytan.edu.n
b) Cafe &ang (ay :
%afp rang }ay l |Vn phTm th P c th thay th cho cafp hla tan. (r^n thQ
trXng hi_n nay c rit nhiRu loSi cafp rang caa nhiRu crng ty nh: cafp oht caa (rung
'guy^nb cafp Moment caa 8inamilk
G! MU4 ,*9& V*#- WP'#- B
] %hinh phuc thQ trXng nhi WQa Fi tham Gng tre thnh nh dn WSo thQ
trXng.
] !a thfng hi_u cafe hla tan (rung 'guy^n ra thQ trXng th giFi.
J! P-K# ,L4- 13* ,-Y 4F#- ,7'#-B
] ! l yu tM thfng hi_u 8i_tx li th |Cn nhy: % ph^ hla tan l |Vn phTm ti^u
djng dSng khrng cHn crng ngh_ caob Wc mua R djng tdnh ti_n dung. 8 yb nu
giz cV chit lng thuyt phuc Wc ngXi ti^u djng th yu tM tnh cVm | Wng gp
nhiRu o guyt WQnh mua hng. !Lc oi_t trong cuhc chin giYa ,v 'e| %afpb oqng
i_c thrng thuhcb thiu hiu Zn hoz caa ngXi ti^u djng oVn }b tm W cha Whng trin
khai th trn ot WMi tha phVi chfi theo czch caa mnh. (inh thHn dCn thc
yu tM Zn hoz l mht th lcc rit lFn trong tip thQ. (rung 'guy^n WE phzt huy Wc
|c mSnh W khi tp hp Wc |c ang hh caa chdnh ngXi ti^u djng 8'. 8i_c | dung
nhYng hSt cafp caa Wit rmng (Cy nguy^n truyRn thMng lm |Vn phTm cafp hla tan
mang phong czch i_t WE Wznh o tCm ld khzch hng ngXi 8i_t nam djng hng 8i_t
'am
] % mht h_ thMng k^nh phCn phMi rhng khp : }zc WQnh |Vn phTm c ph^ ho tan l
mht mLt hng mang tdnh ti_n dung cao. (rung 'guy^n WE phzt trin k^nh phMi Fi
KPK nh phCn phMib vJJJ Wim ozn hng [bJJJ ca hng ozn l` |Vn phTm. KJJJ
ca hng ti_n li trung tCm phCn phMi ,vMart tr^n ton guMc.
] 'goi ra mht li th gip (rung 'guy^n Wng Yng tr^n thQ trXng chdnh l chit
KJ
DIN N SINH VIN DUY TN
Bi tp nhm chin lc Marketing Http://forum.duytan.edu.n
lng |Vn phTmb (rung nguy^n WE khng WQng chit lng c ph^ ho tan caa mnh
Wc ngXi ti^u djng kim chng . 8Fi c ph^ Wc lm tm hSt c ph^ caa jng Wit
oaan (Cy 'guy^n rit thdch hp Fi gu theng thc c ph^ caa ngXi 8i_t b W{ng thXi
nhanh chng nm ot nhu cHu caa khzch hng cho ra WXi nhiRu |Vn phTm c ph^
Fi nhiRu hfng Q khzc nhaub Wm W hfng Q 8i_t.
Q! T-; ,72M#$ DU4 ,*9& :
@Vn phTm c ph^ hla tan (rung 'guy^n Fi Wa dSng chang loSi |Vn phTm b WE
hFng Wn mGi WMi tng khzch hng ln trong nFc ngoi nFc
(rung 'guy^n WE cho ra WXi Wa czc chang loSi |Vn phTm Wzp ng czc gu
theng thc c ph^ khzc nhau d du nh c ph^ hla tan ,v c czc loSi Wmb Wm
mab Wm W hfn. !Lc oi_t hi_n nay (rung 'guy^n cln cho ra WXi |Vn phTm c ph^
hla tan ;a||iona hFng Wn thQ trXng phu nY Wam m^ theng thc c ph^.
Mht d du nYa R i_c Wa dSng ha |Vn phTm c ph^ hla tan W l c ph^ hla
tan vvvb liy teng tm hnh tng chic mzy oay Boeing vvv Fi |c mSnh m cjng
khV nZng chinh phuc khrng trungb t gua nhYng hnh trnh di }uy^n luc WQa.2
rng vvv Wang Wznh o thQ trXng muc ti^u l giFi tr` nZng Whngb |zng tSo thdch
khzm phzb a mSo himb chinh phuc th giFi.
T! ;#- 5; /k# ?-lDB
@Vn phTm c ph^ hla tan (rung 'guy^n tSo ra giz trQ cho khzch hng khzc oi_t |o Fi
WMi tha cSnh tranh:
] Mht |VnphTm ti_n dung
] Mht |Vn phTm Wm W hfng Q 8i_t .
\! M'7VO,*#$ D*m GPB
!, S(n ph)&:
] 8Fi muc ti^u chinh phuc thQ trXng nhi WQa b (rung 'guy^n WE chinh phuc ngXi
ti^u djng 8i_t 'am oqng czc |Vn phTm c ph^ hla tan lm tm hSt cCy c ph^ caa jng
KK
DIN N SINH VIN DUY TN
Bi tp nhm chin lc Marketing Http://forum.duytan.edu.n
Wit Wn oaan (Cy 'guy^n mang hfng Q WLc trng khzc hn 'e|cafeb hay 8inacafe.
] @Vn phTm c ph^ hla tan (rung 'guy^n Wa dSng b phong ph Wzp ng nhiRu gu
theng thc c ph^ khzc nhau . !Lc oi_t b |au nhiRu nZm nhi^n cu tm hiu nhu
cHu khzch hng b crng ty WE cho ra WXi |Vn phTm c ph^ ;a||iona Fi hm lng c
ph^ ma phVi b Wc kt hp Fi nhiRu loSi thVo mhc gip cho chQ em phu nY thna mEn
Wc nhu cHu theng thc c ph^ W{ng thXi n giY Wc ln da Wp mQn mng
] 8i_c Wng gi thit k oao o cNng th hi_n Wc |c chuy^n nghi_p caa (rung
'guy^n trong i_c lm Marketing b tuy nhi^n gHn WCy th khzch hng c nhiRu kin
khrng tMt WMi Fi n oao caa |Vn phTm c ph^ ;a||iona
] ,vb vvv nhYng czi t^n ny tuy khrng gn n Fi chY cafp nh 'e|cafp hay 8inacafp
thcc |c nhm cNng khrng thcc |c oit r WCy l mht u Wim hay mht nhc Wim
nhng theo guan Wim caa nhm th n lSi tSo mht |c khzc oi_t b n khrng phVi l mht
|Vn phTm c ph^ thrng thXng m cln th hi_n Wc khzt Gngb niRm tin cz tdnh
caa ngXi theng thc.
-, Gi:
(rung 'guy^n WQnh Q giz cho |Vn phTm c ph^ hla tan~
] @Vn phTm c ph^ hla tan |o Fi WMi tha canh tranh khrng c |c ch^nh l_ch Wzng k
mht |Vn phTm giz 8i_t nhng chit lng guMc t.
c, .h/n phi:
n 'h WE ni e phHn tr^n (rung 'guy^n WE phzt trin k^nh phCn phMi caa mnh rhng
khp oqng chusi WSi l phCn phMi b cjng czc ca hng ozn l` c mLt tr^n khp \U tknh
thnh . 8Fi i_c ti^n phong trong i_c zp dung mr hnh kinh doanh nhng guyRn b
mr hnh m trFc WCy WE lm cho thfng hi_u (rung nguy^n tre n^n nti tingb e WCy
W chdnh l ,v. Mr hnh ny khrng nhYng zp dung e trong nFc m cln e nFc ngoi
] 8Fi i_c }zc WQnh li th cSnh tranh chdnh l nhX khCu phCn phMi b (rung 'guy^n WE
tzo oSo }Cy dcng h_ thMng ,v Mart phCn phMi ton oh czc |Vn phTm caa crng tyb Wa
|Vn phTm c ph^ (rung 'guy^n Wn gHn hfn Fi ngXi ti^u djng .
KP
DIN N SINH VIN DUY TN
Bi tp nhm chin lc Marketing Http://forum.duytan.edu.n
0. C1 2ng 3tu*n th4ng:
(rung 'guy^n WE | dung nhiRu crng cu truyRn thrng nh guVng czo truyRn
hnhb ozo Wib ozn hng trcc tip nhng czi mang lSi thnh crng lFn nhit cho (rung
nguy^n l ;2. (rFc WCy o khoVng tm nZm PJJO]PJJvb th hHu nh ngy no czc
trang ozo it ozo Wi_n t WRu nhc Wn (rung 'guy^n . (rung 'guy^n WE gCy ch
Fi ozo giFi cNng nh khzch hng Fi cuhc chin giYa (rung 'guy^n 'e|cafp
8 (rung 'guy^n WE chGn mht WMi tha truyRn kip W l 'e|cafpb mht crng
ty nFc ngoi Wang chim thQ phHn lFn nhit 8i_t 'am lc W b n Wc coi l cuhc
chin 8 thfng hi_u 8i_t Fi khzt khao Wa thfng hi_u 8i_t |znh ngang tHm Fi
thfng hi_u nFc ngoi
&hi guVng czo b,v tung ra thrng Wi_p Bd guyt khzc oi_t c ph^ tfi chdnh gMc
Burn Ma (huht c ph^ caa (rung 'guy^n l ,ip |uy ngh mSnh hfn. 'e|cafe
chuyn Wti thrng Wi_p l 'gon hfnb Q c ph^ mSnh hfn. ,v tip tuc tung ra thrng
Wi_p 8Q c ph^ ccc mSnh ,v ] Bd guyt khzc oi_t c ph^ tfi caa chuy^n gia c
ph^ hng WHu.
8 trong cuhc chin ny tit nhi^n c ph^ (rung 'guy^n l Whi nh Wc khzn giV
Whi nh ang hh theo di nh theo di mht trn ong Wz. 8 li^n tuc czi t^n (rung
'guy^n }uit hi_n tr^n tit cV czc mLt ozo .
%jng Fi n (rung 'guy^n thcc hi_n nhiRu hoSt Whng ;2 khzc nh:
]%hfng trnh }Cy dcng thfng hi_u nrng |Vn 8i_t 'am.
]'gy hhi tuy_t Wknh ,vb djng th |Vn phTm xdlind te|ty Fi [ ngXi tham gia chGn
,v.
]2oad|how tSi ttng hnh dinh 'e|tlp.
IIIi KT LUNB
n 8Fi chin lc caa mnhb (rung 'guy^n WE }Cy dcng mht thfng hi_u trong tCm trd
khzch hng trong mht khoVng thXi gian khz ngn chk |au P nZm thnh lp. (rong thXi
KO
DIN N SINH VIN DUY TN
Bi tp nhm chin lc Marketing Http://forum.duytan.edu.n
gian WHu (rung 'guy^n Wa ra li^n tuc nhiRu chi^u thc truyRn thrng Whc Wzo tzo
oSo khi dzm tuy^n oM WMi WHu trcc tip Fi WSi gia 'e|cafeb tuy nhi^n chin lc
Marketing m (rung 'guy^n thcc hi_n chk man tdnh chit dhi oomb khrng c mht
k hoSch lCu di. & tm W Wn nayb (rung 'guy^n Wa ra Wc oit c hnh Whng no
nhqm phzt trin thfng hi_u caa mnh nh tuy^n oM oan WHu.
] 8i_c }Cy dcng h_ thMng phCn phMi ,v Fi muc Wdch l Wa |Vn phTm caa (rung
'guy^n Wn tay ngXi ti^u djng mht czch nhanh nhit ti_n dung nhit. (uy nhi^n giz
trQ hi_u guV mang lSi l khrng Wzng k |o Fi nhYng g (rung 'guy^n WE on ra.
] (rung 'guy^n c nguy cf dHn dHn mit Wi uy tdn khi m khrng th kim |ozt ht czc
hoSt Whng caa WSi l nhng guyRn.
KU
DIN N SINH VIN DUY TN