MARKETING QUC T | BI TP TNH HUNG

Ging vin: PHM VN CHIN - Trng i hc Ngoi thng Trang |1

(Ti liu ny thuc B ti liu hng dn hc tp, s dng cho chng trnh o to i hc h chnh quy)

Case study 1
XY DNG THNG HIU QUC T CHO SN PHM VIT NAM

Vietfood l mt doanh nghip sn xut v kinh doanh trong ngnh thc phm ch bin sn, tng t nh
Vissan, Thc phm Cu Tre... L mt doanh nghip c quy m c trung bnh ti Vit Nam v thng hiu
ca cng ty cha c bit n th trng nc ngoi, c bit l th trng M. Hn hai nm va qua
cng ty cng thc hin vic nghin cu th trng M xut khu sang th trng ny trong thi gian
ti.

Mt ngy n c mt doanh nghip chuyn phn phi v tiu th thc phm ch bin sn ln ca M n
Vit Nam v mun hp tc vi cng ty Vietfood xut khu sang th trng M. Mi vic c hai bn
bn bc v tha thun xong nhng duy nht c mt vic m hai bn cha thng nht c l sn
phm xut sang M v tiu th phi mang tn thng hiu cng ty M. Nhn mc, bao b mang thng
hiu cng ty M, bn trong sn phm l ca Vietfood. Ngha l Vietfood ch bn nguyn vt liu cha
thnh phm ch khng bn thng hiu. V th, gi tr mang li t cc hp ng ny thp.

Ni b doanh nghip ca Vietfood c ngi ng nhng c ngi khng ng . Nhng ngi ng

th k vng nhng hp ng sp ti s mang v cho doanh nghip: li nhun, doanh thu, gii quyt vic
lm cho ngi lao ng v gii phng hng tn kho. Nhng ngi khng ng v cho rng nu hp tc
vi bn cng ty M th doanh nghip mnh ch mi mi lm thu cho h, lm gia cng cho h. Thng
hiu Vietfood s khng c ch ng th trng M. Nhng nhm ngi ny cng cha bit phi lm
g?.

Nu ngh cng ty M nh km tn Vietfood song hnh vi thng hiu cng ty M th h khng ng

(Doanh nghip M thng nh vy). V h khng mun qung b thng hiu min ph cho Vietfood.

Nhm ngi ng k hp ng vi cng ty M th cho rng cha n lc Vietfood t i trn chnh i

chn ca mnh v vic trc tip tiu th sang th trng M l ri ro, phi c nhiu iu kin nh: Ti
chnh, hiu th trng M, m vn phng i din, c lut s ring... Tuy nhin, nhng ngi ng h th
cho rng y l thi im thch hp. Khng phi ngu nhin mt doanh nghip phn phi ln ti M li
chn sn phm ca chng ta. H cho rng th trng nghin cu; Ti chnh c th vay v li sut hin
ang thp; c lut s ring, vn phng i din khng phi l vn ln.

(NGUN: Chng trnh Cha kha thnh cng CEO, i truyn hnh VTV1)

CU HI THO LUN

1. Nu l nh qun tr iu hnh (CEO) ca Vietfood, bn s quyt nh nh th no: Hp tc hay khng

hp tc?
2. Nu hp tc vi bn cng ty M th Vietfood c g v mt g?
3. Trong trng hp kin ca bn l Vietfood nn hp tc vi cng ty M:
a. Bn s thuyt phc nhng ngi phn i nh th no?
b. Cn hp tc vi cng ty M nh th no? (mc ch, thi gian hp tc). Ti sao?
c. Vietfood s hc c g sau nhng thng v ny?
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Case study 2
OREO: THT BI V THNH CNG TRUNG QUC

Oreo nhn hiu bnh quy kem ch lc ca Kraft Foods bt u thm nhp th trng Trung Quc vo
nm 1995. Tuy nhin, doanh s ca mt hng ny li rt thp v n nm 2005 th hu nh ai cng thy
rng hot ng kinh doanh ca nhn hiu bnh quy kem hng u th gii ny l rt tht vng, mc d
Trung Quc l th trng bn l ang tng trng rt nhanh.

Shawn Warren ngi ng u ngnh bnh quy ca Kraft Foods trong khu vc v nhm ca ng nhn
thy cn phi hnh ng quyt lit, cn khng s i mt vi ri ro mt hng ny tht bi th trng
Trung Quc.

THCH THC

Sau khi tng trng cht t trong nm 2003, doanh s bnh quy Oreo st gim rt mnh, c tnh nm
2005 gim n hn 10%. T hn, Kraft Foods gn nh thua l trn mi chic bnh quy c bn ra. Thm
ch vic gia tng chi ph marketing ln hn 40% cng khng th gip ci thin doanh s!

Cc nghin cu th trng cho thy Kraft Foods mc sai lm trong chin lc nh v sn phm.

Th nht l chin lc bn hng v tip th c sao chp y chang t th trng M. Hot ng qung
co v trng by trn k c thc hin trc din, trong khi ng gi sn phm v cu trc gi gn nh
tng t vi th trng M.

Th hai, Kraft Foods rt t ch n s thch ca ngi tiu dng Trung Quc, chng hn, bnh quy Oreo
dnh cho th trng ny qu ngt. Dng nh c im ca sn phm Oreo l do nh sn xut quyt
nh, ch khng phi theo khu v ca th trng.

Shawn Warren nhn thy nu khng thay i chin lc mt cch cn bn, cng ty c th s phi rt tt
c cc sn phm khi th trng Trung Quc. Shawn Warren v nhm ca ng s phi tranh lun vi tr
s chnh Illinois (Hoa K) v thuyt phc ban lnh o cp cao c chin lc gip Oreo ph hp vi
ngi tiu dng Trung Quc hn.

CHIN LC

Nhm ph trch Oreo Trung Quc a ra mt chin lc a mc tiu:

(1) Gii thiu sn phm bnh quy Oreo t ngt hn vi tn gi LightSweet Oreo. Nhm cng thuyt phc
c hi s chnh thay i cng thc ca bnh Oreo nguyn bn (ln u tin trong lch s 93 nm ca
cng ty ny) ph hp hn vi th hiu ngi tiu dng Trung Quc.

(2) Bnh c ng trong cc gi nh hn, ng thi h cng a ra mt hnh thc ng gi rt nh

ngi tiu dng c th dng c sn phm Oreo ln u vi chi ph thp. Hnh thc gi nh ny khin
cc nh my sn xut phi c s thay i.

Tng t, cc chin dch khuyn mi tng km (khi mua gi ln) c thay bng chng trnh dng th
sn phm trong cc ca hng.
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(3) M rng knh phn phi t cc ca hng tng hp v i siu th sang cc ca hng tin li vn
ang tng trng nhanh. Siu th Carrefour Thng Hi xut bn Oreo theo k gip khch hng
kim sot c lng hng mua vo.

(4) Nhn thy th trng Trung Quc rt thch bnh qu (wafer), nhm tung ra th trng sn phm
bnh qu que ph scla. Thuyt phc ban lnh o a ra mt sn phm mi l khng h d, nhng sn
phm bnh qu que Oreo bn chy nh tm ti v nhanh chng chim lnh ti 30% th phn bnh
qu Trung Quc. Sn phm ny sau cng c gii thiu nhiu th trng khc trn th gii.

KT QU

Sn xut, ng gi, phn phi v tip th c tinh chnh cho ph hp vi th trng Trung Quc v
doanh s ca dng sn phm Oreo tng mnh t mc 20 triu USD vo nm 2005 ln n hn 400
triu USD vo nm 2012.

Mt thnh tu ng k khc l s thay i trong nhn thc, t vic ph thuc v lm theo mnh lnh t
hi s chnh M chuyn sang tn dng khai thc kin thc v khch hng v th trng a phng.

(NGUN: Srinivas Reddy Gio s Marketing ti Trng Kinh doanh Lee Kong Chian, v Kevin Sproule -
cu chuyn gia thuc i hc Qun l Singapore (Singapore Management University).

CU HI THO LUN

1. Chin lc a mc tiu m nhm ph trch Oreo Trung Quc a ra l nhm hng n

nhng mc tiu no?
2. Kinh nghim ca nhn hiu Oreo cho thy cc cng ty a quc gia khi thm nhp vo mt th
trng mi s gp phi nhng kh khn no?
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Case study 3
ROHTO: HNH TRNH LIPICE T NHT BN N VIT NAM

Lipice l mt trong nhng sn phm u tin m Rohto Vit Nam gii thiu ti Vit Nam sau khi t vn
phng i din ti y vo nm 1996. Theo ng bi bn ca cng ty m, son dng mi Lipice l sn
phm dc ch khng phi l m phm nn mang by bn quy thuc. Sn phm ny ln u tin nhp
v khong 10000 sn phm v bn quy thuc. Kt qu bn khng c, mi thng ch bn c hn
1000 sn phm. Trong khi , phi bn t nht 10.000 cy son mi b chi ph.

i tng mua sn phm l cc b gi, tui t 12-16 tui, l tui mun khng nh mnh ln, mun
qut qut cht g lm iu. Nht, cc trng hc rt nghim khc, h dng son mi l b pht hoc b
ui ra ngoi. Son mi Lipice c lm bn cho cc b gi , do Rohto Nht a ra tng v Rohto
M hon thin sn phm. Bn con gi rt thch v vn lm iu c, m khng b pht do son dng
mi ny khng c mu.

Trong hi ngh thng nin ti Bc Kinh vo khong nm 1997, gim c Marketing ca Rohto Vit Nam
lc l Nguyn Thnh em kh khn ny chia s vi cc ng nghip t cc quc gia khc. Gim c
kinh doanh ca Rohto Hng Kong chia s ring l kh khn h cng gp phi trong thi gian u, v son
dng mi cc quc gia x lnh, h dng chng mi b nt n. Hng Kong, cng nh Vit Nam, l
quc gia nng m, chng no mi b nt mi xi.

Sau khi v nc, Lipice thay i t duy. H khng cn gii thiu y l sn phm c ngun gc Nht
Bn, gip bo v mi, chng kh mi, nt mi na. H khng cn bn sn phm l Lipice, h bn ci p,
bn phong cch. Ng M Uyn, ri nhm Mt Ngc l nhng i din thng hiu u tin ca Lipice.
Nhm Mt Ngc c m t l rt d thng, hi mc c v rt r khi tip xc. Lc nhc c m ln th
h ht h nhy nh b "in git" quay TVC. Ln sn khu l ht mnh, bao nhiu rt r tan bin ht.

Ti lc ny sn phm gp kh khn, v khch hng mc tiu l cc bn gi tui t 12-16, la tui ang

hc cp 2-3 cha c tin. Mun mua ch c nc vi m. Sn phm ln u tin by bn l 22 nghn, l s
tin m thiu n nng thn khng d g mua c. Tuy nhin t thi im ny doanh s ca Lipice
ngy cng ci thin v chng t i ng hng.

nh v Rohto l cng ty nghim tc, nn sn phm gi tng i cao. Lipice c 4 mi v khng mu.
To ra mt mi mi rt n gin, cng v l do nn mi xut pht vi 4 mi. C 1 n 2 nm, ty vo
thi im Lipice s i mi, hoc thm mi khc. Sau khi bn c mt thi gian th cho thy Lipice
Chanh bn , nn Lipice phi b loi ny thay bng sn phm khc. gi hnh nh thng hiu, tt
c cc sn phm u phi hy b ch khng bn r ly vn. C thi im phi hy khong 11.000 sn
phm. Bn th nhn 11.000 x 22.000 = 242.000.000 . l gi gi vng thng hiu.

Sau khi bn mt thi gian, qua nghin cu th trng t nhiu cc cng ty nghin cu cng nh phn hi
t i ng PG (promotion girl), cng ty pht hin ra xu hng thng thng l tr nt mi (nh thuc),
cng nh dng bo v mi.

Phn khc bo v mi l t 22 tui n 40 tui. H l ngi hiu rng mi cng b lo ha, y l phn
khc cc k ln v mi. Khi pht hin ra phn khc ny h i t cc thn tng tui teen sang nhn vt
mi, cho ngi ln. S liu t cc cng ty nghin cu cho thy, nhn vt c ch nht l Phng
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Thanh. Sn phm mi ny c bn chy nh tm ti, c thi im nh my phi chy lin tc 3 ca, trong
khi trc ch chy 1 ca.

Lin tc dng cc cng ty nghin cu th trng, thay i nh k hng nm v mu sc mi vi gip lm

mi sn phm v bn thnh cng sn phm ti Vit Nam. Ngn sch nghin cu th trng trong nhng
nm u u trn 100.000 USD. Doanh nghip nc ngoi hiu ngi Vit Nam hn c doanh nghip
Vit Nam, hn c mnh tng tng. ng ly ci mc ti l ngi Vit m cho l li th, khi chng ta
chi cho nghin cu th trng cn t hn n sng.

(NGUN: V Vn Hin Ghi)

CU HI THO LUN

1. ROHTO gp phi nhng thch thc no i vi sn phm Lipice ti th trng Vit Nam?
2. iu g lm nn thnh cng cho Lipice ti th trng Vit Nam?
3. Bi hc g c th rt ra t trng hp ca Lipice?
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Case study 4
ADIDAS 1 - I TRC THI I?

Nm 2005, sau ba nm pht trin sn phm, Adidas cng b s ra mt ca Adidas-1, sn phm dy chy
gi 250$ c s dng mt cm bin my tnh gt chn iu chnh s lng m trong thi gian thc
1000 ln mi giy. Gim c iu hnh Adidas ngy ngt:

Ban lnh o Adidas tin rng chic giy gi c th tr thnh iPod ca ngi dng, mt cng
ngh sn sng cho giai on cao im v c th c thch ng vi giy bng v giy bng
r ca cng ty v cui cng l thm nhp thnh cng tr thnh i giy th thao trong gii tr
thnh th. Erich Stamminger, CEO ca Adidas Bc M y hy vng: y l iu ln nht c th
t c ngnh cng nghip ny trong nhiu thp k.

Nhng du hiu u tin l tch cc, trong c c s chng thc bi Runners World s Warren Greene.
Tuy nhin, c nhng mi quan ngi, bao gm gi c, cao hn so vi giy th thao t nht hin nay
trn th trng hn 50%. Ngoi ra, cng ngh ny lm cho i giy nng thm, l vn ln cho ngi
chy. Vi cng ngh ny, Adidas t c mt li th hn so vi cc i th gn nht ca mnh l Nike
v Reebok, cc hng cng tuyn b pht trin c cng ngh cm bin. Tuy nhin, vo nm 2006,
c du hiu trc trc. Nike ra mt Air Max 360, vi cng ngh hi duy nht c s dng t 20
nm, vi gi 160$. Nh mt nh bnh lun trong ngnh cng nghip lu :

y gi ln thm 100$ so vi trc l mt ri ro. T vn ng vin marathon chuyn nghip cho

n nhng ngi mi, h cng li c s ho nhong ca marketing cho php cc cng
ty giy nh gi cao hn cho cc i giy bng r, ni mc tiu hng n l cc chng trai tui
teen b hp dn bi cc ngi sao bng r nh LeBron James. Thay vo , vn ng vin tp trung
vo s thoi mi v va vn, v thng b m nh bi vic phi dnh vo mt thng hiu. Hn
na, h u ng tnh rng cn phi mua giy mi sau vi trm dm, mc h t n ch trong
vi thng hoc hn. iu lm cho cc i giy chy t tin tr nn kh bn hn.

C l p ng c cc vn ny, Adidas cng b k hoch khi ng cho nm 2007 vi hai

phin bn r hn ca Adidas-1 thc y bn hng v thu ht mt lng khch hng ng o hn.
Cc mu mi, Adidas-1 Runner v Adidas Runner DLX, c thit k nh hn so vi mu ban u v bn
l vi gi 150$. Tnh n nm 2008, Adidas c ngng sn xut, d hng tn kho cn li vn c th mua
c t cc nh bn l nh Amazon v Overstock. Sau nhng m vi cc nh u t, gii bo ch cng
nh ngnh cng nghip , khng mt cp no v Adidas-1 hoc cng ngh cm bin ca h c th c
tm thy trn trang web ca Adidas.

(NGUN: Hawkins 2010, Consumer behavior - Building Marketing Strategy, McGraw-Hill, p. 167-168)
MARKETING QUC T | BI TP TNH HUNG
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CU HI THO LUN

4. Adidas-1 thc hin loi i mi no?

5. Phn tch s i mi ca Adidas-1 bng cch s dng bng di y lm c s. Nhng s tht
ngm hiu (insight) no ch ra nhng i mi dn n tht bi ca Adidas-1?

6. Khi Adidas thc hin gim gi cho ma 2007, h cho l qu trnh ra quyt nh ca ngi mua l
nh th no?
7. Gi s bn c Adidas thu lm hi sinh Adidas-1 v cng ngh cm bin ca n. Ln ny
h mun trnh nhng sai lm qu kh v tin xa hn a mt cng ngh mi thnh sn phm
hng lot trn th trng. Phn tch th trng cho Adidas-1 v cng ngh cm bin ca n khi
bn chuyn t Cng ngh sng to n Sm c chp nhn n Th trng i chng.
a. Hy chi tit cc nhm ngi dng th trng s hay nn bao gm (VD: chuyn nghip vi
nghip d, th thao, loi giy) tng giai on.
b. Bn ngh nh th no s l mt sn phm ti u cho mi nhm, v gi c, kiu dng
c. Xy dng mt chin lc bn l cho Adidas di chuyn t Cng ngh sng to n Sm
chp nhn, v cui cng, n Th trng i chng.
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Case study 5
GOOGLE: TI CU TRC VI CHIN LC A THNG HIU

Vic chia tch thnh nhng cng ty khc nhau gip Google v nhng d n ca hng tr nn tp trung
hn, gim thiu nhng ri ro m thng hiu em li.

Google l mt trong nhng thng hiu gi tr nht th gii. Nm 2014, trn bng xp hng ca
Interbrand, thng hiu ny c nh gi 107 t USD, ch xp sau Apple (119 t USD)

Mt cu hi t ra rng, khi Google ang rt ni ting nh vy, ti sao Larry Page li khin mi th tr
nn hn n, ti cu trc, ri thnh lp cng ty m Alphabet? Cu tr li c th c tm thy qua hai v
d Starbucks v Virgin.

Starbucks

Cu chuyn Starbucks mang tnh cnh tnh cho nhng hng no ang pha long thng hiu, m rng
kinh doanh nhng sn phm i qu xa so vi n tng ban u m thng hiu mang li.

u th k ny, sau hn hai thp k tng trng mnh m, Starbucks bt u nhn nhn hng khng ch
l mt thng hiu c ph, hay tri nghim ung c ph, m hn th l i din cho mt li sng. T
im nhn ny, hng tch cc m rng mt hng kinh doanh, v d u t vo mt cng ty mi thnh lp
bn vt dng nh bp qua Internet.

Lo ngi v vic cng ty thiu tnh tp trung, nh u t Ph Wall x bn c phiu. Trong mt ngy, c
phiu ca hng rt 28% - tng ng 2 t USD vn ha. Nghe theo li khuyn cc chuyn gia ti chnh,
Starbucks quay li ct li c bn ca mnh, tp trung vo kinh doanh c ph, ci thin tri nghim khch
hng, do vn gi c mc gi cao v li nhun bin ln trong sut thi k kinh t trm lng.

Mt thp k qua i, Starbucks li c nhng quyt nh sai lm. Dng c ph gi thay v c ph ti, khng
cn pha ch trc tip trc mt khch hng, khng cho php h xem mt ly c ph c lm ra nh th
no. iu ny khin mi lin h gia khch hng v ngi pha ch gim st ng k. Tht bi trong vic
mang li nhng tri nghim cm xc cao nht c th, khin doanh thu Starbuck lin tc gim, khch
hng b i, chn nhng hng c ph khc.

Mt ln na, Starbucks quay li im ct li c bn, a ra hng lot ci tin. Hng gii thiu my pha c
ph mi, tip tc bn cc sn phm km theo c ph, bn c ph rang-xay, v hng v mi Pike Place &
Blond. u nm 2008, hng ng ca 7.100 ca hiu trong vng ba gi o to li ngi pha ch.

Nh nh sng lp Howard Schultz tng ni Chng ti mt i s tp trung chng ti tng c, l khch

hng. Tri qua nhiu giai on pht trin, Starbucks hc c rng cn phi tp trung v thc hin
nhng cam kt thng hiu.

Virgin

Virgin thc hin mt chin lc hon ton khc vi Starbucks, lin tc m rng thng hiu ti nhiu
ngnh cng nghip a dng. V c bn, Virgin kinh doanh da trn nhng ngnh ngh chnh nh gii tr,
sc khe, ti chnh, du lch, ngh dng, cng ngh v vin thng. Trong bt k ngnh no, gi tr m
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thng hiu Virgin cam kt l chin thng khch hng khai thc nhng ngch th trng, p ng nhu
cu khch hng cha tha mn.

Tuy nhin thc t, vic thc hin nhng cam kt ny l cc k kh th hin qua nhng tht bi m
thng hiu Virgin gp phi vi nhiu sn phm nh Virgin Cola, Virgin Vodka, Virgin Clothing, Virgin
Digital Nhng nguy him m thng hiu ny gp phi khi lin tc vi phm nhng cam kt thng hiu
s khin khch hng cm thy nghi ng v qua lm gim s gn kt gia h v thng hiu.

Nhn t gc ti chnh, khi Virgin thnh cng mt thng v, hng s thu v c rt nhiu li nhun
nh Virgin Megastores, Virgin Atlantic v Virgin Mobile. Tuy nhin nu khng cn thn, nhng tn tht t
mt thng hiu con s nh hng ln ti ton b h thng Virgin. V n tu v tr VSS Enterprise trong
ln phng th thng 10/2014 ca Virgin Galactic l mt v d in hnh.

Google

Google thc hin mt bc i khn ngoan khi hc hi t Virgin v Starbucks khi p dng chin thut
a thng hiu, khi tch ri Google khi nhng thng hiu khc nh Fiber, Nest, Sidewalk Labs v
Calico Trong khi tp trung Google vo nhng mng truyn thng ca hng nh h iu hnh
Android, bn , qung co, tm kim.

Trng hp ny, Google m bo vn gi c cam kt by lu nay m hng vn gi l sp xp li

thng tin d liu ca th gii, khin n c truy cp v s dng rng ri. Tnh nng tm kim Google
Search, Google Maps ca hng th hin nhng g m hng cam kt.

Khi Google tin xa hn trong cuc phiu lu ti nhng lnh vc nh xe t vn hnh, u t mo him v
y t, s lin kt vi thng hiu hu nh khng cn hoc rt t. Google b pha long v khin khch
hng v nhng nh phn tch ti chnh cm thy b ri tr.

Vi vic ti cu trc, thnh lp cng ty m Alphabet, Larry Page v Sergey Brin to iu kin cho
Google v nhng d n ca hng c th t do pht trin, tin xa hn trn nhng lnh vc mi.

Nest tp trung pht trin nh thng minh, Sidewalk Labs tp trung gii quyt cc vn th. Google s
tp trung hn vo nhim v v s mnh ban u, v qua p ng c yu cu m nh u t i
MARKETING QUC T | BI TP TNH HUNG
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hi. Nu mt tht bi xy ra i vi nhng d n khc ang trin khai cng s khng gy tn hi ti

thng hiu Google.

Ngun: c Anh (Theo Harvard Business Review)

CU HI THO LUN

1. u l gi tr ct li ca cc thng hiu StarBucks, Virgin, Google?

2. Phn tch nhng thun li v kh khn m Virgin v Google gp phi vi chin lc a thng hiu
ca mnh?
3. Bng quan st ca mnh, hy lit k mt s doanh nghip Vit Nam s dng chin lc a thng
hiu (nh Google thc hin) (nu c).
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Case study 6
NH V YARIS

Toyota ang c gng to dng mt v tr trong ngi tiu dng tr tui vi thng hiu Yaris. H hi vng
s thu ht c 30% th phn ca n (Yaris) cho nhm khch hng t 18 n 34 tui. Khi ra mt thng
hiu Yaris nhiu nm trc y, Toyota xc nh r rng rng h mun cung cp mt thng hiu c
c tnh. Hn c s c bit, h mong mun chic xe phi c s to bo, tinh nghch ph hp vi
phong cch ca n. Khi lm nh vy, Toyota ni v Yaris:

Chng ti cho chic xe ny mt ting ni, chng ti cho n mt tnh cch v to ra mt th gii
cho n. Chng ti bit rng, thay v ch ni chuyn vi khch hng ca mnh, chic xe phi hnh x nh
mt trong s h.

Ngoi ra, Toyota hnh dung ra mt chin dch tch hp gia truyn hnh truyn thng vi mobile
marketing, internet marketing, mng x hi. Cc phng tin truyn thng mi c coi l cha kha
tip cn nhm i tng khch hng tr m Yaris ang hng ti. Bn nhn thc khch hng c th l
mt cng c quan trng trong vic xc nh lm th no nhng n lc lm vic ca cng ty c th t
c v tr m h mong mun.

Bn nhn thc khch hng sau y cung cp mt ci nhn c bn v th trng t, nhng khng bao
gm Yaris. Cc thng hiu c ln bn nh l cm nhn ca khch hng v S sang trng (Luxury)
Tnh kinh t (Economy) theo chiu dc, v S hng th (Exciting) S bun t (Dull) theo chiu ngang.
Cc phn khc th trng c nh du bng hnh trn trn bn vi v tr tng ng, v kch thc
hnh trn th hin phn th trng ca phn khc ny.1

(Ngun: M. Graser, Toyota Hits Touch Points as It Hawks Yaris to Youth, Advertising Age , 1/5/2006)

1
Cc d liu trn bn nhn thc c a ra da trn nhn nh ca tc gi bi vit.
MARKETING QUC T | BI TP TNH HUNG
Ging vin: PHM VN CHIN - Trng i hc Ngoi thng T r a n g | 12

CU HI THO LUN

1. Hy xy dng mt bng cu hi nh gi v tr cm nhn ca Yaris trn bn trn da trn hai

tiu ch ca bn . Thc hin bng hi vi 5 i tng trong nhm khch hng mc tiu ca Yaris
v v v tr ln bn . Sau thc hin vi 5 ngi thuc nhm tui 45-65.

Gi : Bn c th s dng thang o t -5 n +5 vi -5 l S bun t v +5 l S hng th, trung

lp l 0, tng t cho S sang trng v Tnh kinh t.

2. T bn nhn thc, l gii ti sao Yaris mun c mt chic xe th v c tnh kinh t (exciting
economy). Theo kt qu ca bn cu 1, liu Yaris t c mc tiu ca mnh v tr ? Liu
iu ny c ph thuc vo nhm tui hay khng?
3. Nu cu tr li ca bn cho cu 2 l KHNG cho nhm khch hng tr, hy pht trin mt chin lc
marketing ti nh v li Yaris.
4. Hy kim tra cc trang web m Yaris ang hin din, t website ca n cho n cc mng x hi. Bn
c ngh rng Yaris ang lm tt trong vic tn dng cc knh online tip cn nhm ngi tiu
dng tr t c v tr ca mnh hay khng?
5. V tr trn bn nhn thc ni g v Saturn Astra? Saturn nn lm g v s dng nhng chin lc
marketing g t c mc tiu ca mnh?