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Tiểu luận Marketing Căn Bản - SSG
Tiểu luận Marketing Căn Bản - SSG
Tiểu luận Marketing Căn Bản - SSG
Mc lc
1.SN PHM THEO QUAN IM MARKETING.............................................................5
1.1 SN PHM....................................................................................................... 5
1.3 BAO B S NG GI..................................................................................... 7
1.4 NHNG CHIN LC GN LIN VI SN PHM.................................................7
3.NGHIN CU CHU K SNG SN PHM...................................................................7
3.1 KHI NIM CHU K SNG SN PHM.................................................................7
3.2 C IM CC GIAI ON TRONG CHU K SNG SN PHM..............................8
2.CHIN LC SN PHM....................................................................................... 11
2.1 CC KHI NIM............................................................................................. 11
2.2 CHIN LC SN PHM................................................................................. 11
4.CHIN LC PHT TRIN SN PHM MI.............................................................12
4.1 KHI NIM V SN PHM MI........................................................................12
4.2 CC GIAI ON PHT TRIN SN PHM MI...................................................13
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Marketing cn bn
SN PHM BT NG SN
GII THIU TP HP SN PHM CA CNG TY
-
Sn phm bt ng sn
CC DNG SN PHM
-
Cn h
Bit th
Vn phng
Bi xe
Trung tm thng mi
Cc dch v tin ch phc v c dn trong tng khu vc cng trnh tng ng.
CC SN PHM C TH
-
+ Trng hc
Tho in Pearl:
+ 450 cn h
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Marketing cn bn
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Marketing cn bn
a. Phn theo mc ch s dng:
Sn phm: l hng tiu dng
b. Theo thi gian s dng:
- Hng bn
c. Theo c im cu to:
- Sn phm hu hnh: cn h, bit th
- Dch v: cc dch v tin ch.
d. Theo cch mua:
+ Hng mua phi n o
e. Theo tnh cht phc tp ca cc loi sn phm:
-
Hng phc tp
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Marketing cn bn
- Bo hnh: sa min ph trong thi hn bo hnh 2 nm v c b phn dch v
qun l ta nh lun sn sang tip nhn phn hi t khch hng v p ng nhu
cu khch hng 1 cch thch ng.
Trnh by l thuyt gii thiu dng chung ca chu k v cc dng bin tng chu
k. trnh by ming cho cc v d lin h.
Mt chu k sng in hnh ca mt sn phm biu th bng mt ng biu din c
dng hnh ch S v gm 4 giai on: m u, tng trng, trng thnh v suy thoi.
VD: sn phm cn h ca Tho in Pearl thuc dng thm nhp nhanh (sn xut
v tung ra th trng 1 ln).
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Marketing cn bn
VD: sn phm cn h ca Si Gn Pearl thuc dng chu k v ti chu k (sn xut
theo giai on: g u sx (xy dng) 3 cp block bao gm 1500 cn h, sau thm
d th trng v d kin xy dng v tung ra th trng tip 2 cp block khc khong
800 cn h).
VD: sn phm bit th thuc Si Gn Pearl thuc dng chun ch S: xy dng v
tung ra th trng ty tnh hnh hp th ca th trng, ang giai on suy thoi.
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Marketing cn bn
2.CHIN LC SN PHM
2.2 CHIN LC SN PHM
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Marketing cn bn
a. Tm ra tng mi:
Tm kim qu t pht trin d n. Tm hiu nhu cu khch hng, th hiu th
trng.
b. Chn lc v nh gi tng mi:
Tin hnh thm d kho st th hiu th trng, mt s tng mi c hnh
thnh nh Nh hng tic ci, cn h cho ngi thu nhp thp, khch sn
c. Pht trin v th nghim khi nim:
Ch yu tm hiu kho st thm d th hiu t khch hng quen thuc v phn ng
ca th trng chung. C i ng chuyn bit thm d kho st v ghi nhn. Hoc c
th thm d mc ho hng gp vn ca cc i tc chin lc.
d. Hoch nh chin lc Marketing:
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Marketing cn bn
Chin lc marketing: vd vi sn phm mi sp tung ra th trng l cc dng sn
phm thuc cng trnh SSG Tower.
Phn 1: M t quy m, c cu, hnh vi ca th trng mc tiu, d kin nh v v
bn sn phm, th phn v mc li nhun mong i trong vi nm u
Phn 2:
+ d kin gi ca sn phm: 1600 - 2000USD/m2 cn h
+ phn phi: thng qua sn giao dch BS ca tp on v cc mi quan h vi
khch hng quen thuc.
Phn 3:
+ ch tiu mc tiu th: d kin sn phm tiu th trong vng 2 nm sau khi hon
thnh v tung ra th trng (gia nm 2015);
+ li nhun lu di: 60% cho nm u tin v 50 - 20% cho 1 nm tip theo
+ chin lc marketing Mix theo thi gian: tng cng nng cao dch v v cht
lng sn phm minh chng qua nh gi ca khch hng s dng sn phm.
e. Phn tch v mt kinh doanh
Thit k d n, xin php u t, cc th tc php l c th trin khai; thit k chi
tit, d ton tng mc u t v phn tch li nhun.
TMT: 2000 t, d kin tng li nhun sau 2 nm a sp ra th trng l 1000 t.
f. Pht trin sn phm.
D n c bt tay khi cng xy dng t thng 6/2011 d kin qu 2 nm 2015
sn phm c hon thnh v tung ra th trng. Bao gm 150 cn h; 30000m2 vn
phng; 22000m2 trung tm thng mi. D kin thng 7 nm 2014 hon thnh cn h
mu (th nghim v thu ht s quan tm ca khch hng
g. Th nghim trn th trng
Sn phm cn h, sn thng mi v vn phng cho thu sau bc trn s a ra
th trng hng lot m khng th nghim tng giai on cng nh s c thng
mi ha hng lot.
h. Thng mi ha sn phm: (bao hm trong bc trn)
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