1

TRNG I HC BCH KHOA THNH PH H CH MINH

KHOA QUN L CNG NGHIP B MN QUN L SN XUT V IU HNH

---***---

BO CO BI TP NHM 5 MN PHT TRIN SN PHM MI

GVHD: Th.S Hunh Bo Tun

Ch : Pht trin dch v i ch online.

TP HCM, 6/2015

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TRNG I HC BCH KHOA THNH PH H CH MINH

KHOA QUN L CNG NGHIP B MN QUN L SN XUT V IU HNH

---***---

BO CO BI TP NHM 5 MN PHT TRIN SN PHM MI

GVHD: Th.S Hunh Bo Tun

Danh sch nhm 5:

H v tn MSSV

L Th Thu Hng 71101035

V Th Hu 71101077

V Hong Kha 71101543

L Cnh Khim 71201670

Phm Trng Lch 71101876

3

MC LC

I. HNH THNH CONCEPT.....4 II. PHN TCH MEAN-ENDS...4 III. TEST CONCEPT.4 IV. THIT K DCH V....10 V. M T DCH V.....13 VI. M HNH ATAR......14 VII. CHIN LC MARKETING.....16 VIII. M HNH KINH DOANH..17 IIX. TI LIU THAM KHO19 IX. PH LC.19

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I. HNH THNH CONCEPT

Dch v i ch online gip tit kim thi gian, vun p truyn thng ba cm gia nh trong cuc sng bn rn ca th h tr Vit Nam.

II. PHN TCH MEAN-ENDS

III. TEST CONCEPT 1. Quy trnh test concept

Bc 1: Gii thiu mc ch kho st

Bc 2: Dn dt khch hng vo dch v thng qua story board

Brand Value Consequences Attribute

Dch v i ch online

To khng kh gia

nh m p

Ba n gia nh giup gn kt tnh cm gia cac thanh vin trong gia nh, tr em c ln ln trong khng kh nh vy, chng s cm thy cuc sng ca chng tuyt vi hn v c ba m quan tm chm sc. Nu n cung giup x stress sau mt ngay lam vic cng thng.

Ba cm gia nh giup bn gim cn, hn ch beo ph

t hang nguyn liu cho ba n gia nh bng

in thoi hoc trn web.

Nguyn liu s c s ch sn, khach hang chi

vic em v va bt u nu nng.

Kem theo cac cng thc, hng dn ch bin cac

mn n danh cho nhng khach hang khng thng

xuyn vao bp.

Cung cp cho khach hang khu phn n ap ng

y dinh dng cho khach hang tham kho

5

1

2

6

3

4

7

5

8

Dn dt vo cu chuyn bng cch t ra cc tnh hung linh ng v thch hp vi mi khch hng, chng hn nh:

+ i vi n:

- Bn c thng nu n khng?

- Sau nay i lam hay c gia nh, bn c nh nu n hng ngy nh khng?

- Trong qu trnh nu n, bn khng thch vic g nht?

+ i vi nam:

- Bn c mun lm cho bn gi bt ng bng cch nu mt ba n khng?

Nu nu, bn ngh bc nao kh i vi bn?

- Bn c mun v mnh nu cm hng ngy nh hay khng?

Bn thy v mnh nu n c vt v khng?

Khi dn dt, phi khi gi va cho khch hng t ni v cac kh khn ca mnh

Bc 3:

a ra gii php bng cach nu ln cac c im ca dch v, nhn mnh cc c im m n c th gii quyt kh khn ring ca tng khach hang ang gp phi.

Bc 4:

t cu hi anh gia

Bc 5:

Thu thp thng tin c nhn

Bc 6:

Cm n, tng qu

Thang o:

1 2 3 4 5

nh mua

Hon ton

khng chn Khng chn Bnh thng Chn

Chc chc s chn

Gi tr

Hon ton

khng c

gi tr

Khng c

gi tr Bnh thng C gi tr Rt c gi tr

S yu thch

Hon ton

khng thch Khng thch Bnh thng Thch Rt thch

Mc Hon ton Khng khc Bnh thng Khc bit Rt khc bit

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khc bit khng khc

bit bit

Mc

tin tng

Hon ton

khng tin

tng

Khng tin

tng Bnh thng Tin tng

Hon ton tin

tng

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2. Bng thu thp d liu

ph lc.

3. X l kt qu

Sau khi thu thp d liu, s liu c thng k theo phn trm kin ca ngi c kho st theo 2 chi s:

Top box: Chi s phn trm mc hoan toan ng

Top 2 box: Chi s phn trm 2 la chn ng va hoan toan ng

Tiu ch

Kt qu D inh mua Gi tr S yu thch

Top box 27.4% 19.4% 25.8%

Top 2 box 63% 64.5% 74.2%

T kt qu kho st cho thy, d nh mua c chi s top box cao hn 25% v chi s top 2 box hn 60% V vy, concept ny c th pht tip.

IV. THIT K DCH V

hm s dng cng c customer journey thit k dch v i ch online.

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di

Quyt nh nu n Truy cp

web

T vn

Suy ngh mn n

Chn menu nguyn liu

THEO MN N

THEO

NGUYN LIU

Gi mn mi vi khch hng quen

thuc

THEO

MC CH

Hin ln thnh phn dinh

dng dinh

Mn trng ming

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S ch va ng

gi

Kt ni nhng

ngi tr thch nu

nng

Kha hc

Thanh ton

V. M T DCH V

Sau khi khch hng quyt nh t nu n, h s truy cp vo trang web bng my tnh hoc in thoi di ng.

1. Ti trang web, khch hng c th chn nguyn liu theo cc cch sau:

+ T chn nguyn vt liu v s lng bi i vi nhng ngi c kinh nghim nu nng, h c th t c lng nguyn liu chnh xc.

+ Chn cc mn d nh s nu v s khu phn n v i vi mt s khch hng, h e ngi c tnh nguyn liu b thiu hoc tha nn trang web s t tnh ra s lng nguyn vt liu cho khch hng. Sau khach hang c th t iu chinh tng gim theo thch.

+ Chn nguyn liu theo mc ch, v d nh chiu i bn b, sinh nht, tt nin. Trang web s gi cac mn n ph hp vi ba tic v cc nguyn liu cn thit.

2. Ngoi ra, trn web cn c cc hot ng nh t vn mn n ph hp vi tnh hnh sc khe, cc mo vt gip nu n nhanh hn, ngon hn

3. i vi nhng khch hng quen thuc c ng k tai khon, trang web s da vo d liu cac mn n ma khach hang t hng nhng ngay trc gi cac mn n mi cho ngy hm nay. Vi tnh nng nay, khch hng s mt thi gian suy ngh xem hm nay phi n mn g.

4. Khch hng phi dnh nhiu thi gian nu cc mn chnh, nn vic ch bin thm mt mn trng ming thng vt v v mt thm thi gian. V vy, dch v s cung cp cac mn n trang ming hon thin nh trai cy, che, ..Khach hang c th t kem khi t nguyn liu.

Sau khi chn nguyn liu, khch hng s t hng online km theo thng tin v a im, thi gian giao hng, cc yu cu km theo nh c mun in km cng thc nu n hay khng?

Dch v s cn c trn thi gian giao hng m khch hng yu cu tin hanh s ch, khng s ch qu sm tranh n khng ti.

Khch hng c th thanh ton qua ti khon ngn hng hoc tin mt trc tip.

Do s tin i ch mt ln l khng ln nn dch v ang cn nhc vic tch luy thanh ton mt ln, trnh mt thi gian cho khch hng. C 2 hnh thc:

- Khch hng c th tr tin trc u tun va khi nao c t hng th dch v s giao hng.

- Khch hng c th mua nguyn liu trc v tr tin sau vo cui tun.

Bn cnh hot ng s ch v cung cp nguyn liu nu nng, dch v cn m cc kha ao to nu n ngn hn cho cc bn tr sp lp gia nh hay mun hc nu n lam nhu chiu i bn b ca chng.

Mt hot ng si ni na l kt ni cc bn tr thch nu nng, c mong mun gi gn truyn thng ba cm gia nh m p. X hi ngy cng hin i. con ngi cung dn thay i thch nghi c bit l gii tr. Tuy nhin, khi quyt nh tin n hn nhn th cc bn tr c bit lm cc bn nam lun mong mun tm kim mt ngi v m ang, bit n cng gia chnh. Cc mi quan h giao tip hng ngy ca gii tr ch yu thng qua

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cng vic, giao lu ngoai x hi nn cc bn n khng c iu kin th hin s kho lo v khon nu nng ca mnh v cc bn nam cung khng c dp tm kim ngi kho leo nh th.

V vy, din an c thnh lp la ni giao lu lanh mnh, ni cc bn tr th hin s kho leo cung nh tm kim c ngi ph hp cho mnh. Cc bn c th ng bc hnh mn n mnh nu, t chc cc ba tic nh v t lam cac mn cng nhau n.

Khach hang cung c th chia s ln cac mn n do t mnh ngh ra. Da vao lng phn hi ca din an, dch v s cn nhc b sung cac mn n vao thc n.

VI. M HNH ATAR

TT A T A-V

Mc gi sn sng tr

(cao s tin i ch hng hin ti ngy ca khch hng)

R

1 X X X 5-10 X

2 X X X 10-20 -

3 X -

4 -

5 -

6 X -

7 X X -

8 X X X 5-10 -

9 X X X 10-15 X

10 X -

11 X X -

12 X X X 10 X

13 X X X 15 -

14 X X -

15 X X X 5-10 -

16 X X - 15

17 X X -

18 X X X 10-15 X

19 -

20 X X X 25 -

21 X X - 10-15

22 X -

23 X -

24 X X X 10

25 X X X 15-20 -

26 X -

27 X X X 30 -

28 X X X 15-20 -

29 X X -

30 X X X 5-10 X

31 X -

32 X X X 10-15 -

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Kt qu m hnh ATAR

Tng lao ng ti TP.HCM khong 4.200.000 lao ng. Trong lao ng qua ao to v trnh cao chim khong 35% ( Ngun: Tng Cc thng k)

U= 1.470.000 khach hang la nhn vin vn phng

A= 88%

T= 77.3%

A-V= 66.7%

R=40%

Total market (share)= 18.1%

Total customer acquisition= 1.470.000*18.1%= 266787

nh gi

Ch ph nguyn liu/khu phn = 35.000VND

S khu phn trung bnh / ln t hng = 3 khu phn

Gi thnh/ ln t hng = 110.000 VND

Theo kho sat, a s khch hng chp nhn tr mc gia cao hn so vi gia i ch thng thng t 10 n 20%

Gi bn n v/ ln t hng = 120.000VND

Doanh thu d bo= 120.000* 266787= 30 t VND

33 X X -

34 X X - 20-25

35 X -

36 X X X 20 -

37 X X X 10-15

38 X X -

39 -

40 X -

41 -

42 X X

43 X X X 5-10 -

44 X X - 10-15

45 X - 10-15

46 X X X 35 -

47 -

48 X X - 20-25

49 X X X 5-10 -

50 X X X 10-15 -

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ln th trng hp dn, nn pht trin tip

VII. CHIN LC MARKETING

a. Chin lc xy dng hnh nh, thng hiu:

khch hng nhn bit c gi tr m dch v i ch online mang li, nhm trin khai

ng thi 3 hnh thc:

Hnh nh: V gi tr ct li m dch v nay hng n l xy dng ba cm gia inh

m p, nht l gia cc cp v chng tr (thng i lam, va t c thi gian chun b

ba n gia nh). Nn nhm s a hnh nh s hnh phc ca cp v chng tr v

hnh nh my tnh th hin s tin li, nhanh chng, chnh xac, ang tin cy ca dch

v.

Thng ip: mt s thng ip - slogan c th la chn nh:

- Ba cm gia nh, m ap tnh thng

- Vun p cho ba cm gia nh thm m p

- ..

Video qung co:

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Khng gian: phng n

Thi gian: ba ti

Tnh hung: 2 v chng tr i lam v, ngi chng khng giup g v trong chun

b ba ti, gi n 2 ngi trong trng thai cng thng (c 2 ngi cng i lam ma

ngi v phi vt v hn do phi thm cng vic nu nng), ngi chng b ba

cm ln phng c tin tc, facebook th tnh c thy topic do ngi bn share v dch

v, ngi chng tm hiu v hm sau s dng dch v v nu cho v ba cm, ngi

v cm ng va 2 ngi vui v, hnh phc vi ba cm gia nh.

Chin lc marketing thng mi

tac ng vo hnh vi mua ca khch hng, nhm ra mt s tng:

- Xy dng h thng hnh nh sn phm: ti, ngon, p mt.

- Xy dng quy trnh mua n gin, d s dng.

- Xy dng ng dng (app) mua hng ca dch v ca hng trn cc h iu hnh ca

smartphone nh android, ios, windows phone,

- Thit k 2 ch mua:

Mua theo thc n: mua nhng sn phm theo thc n c sn.

Mua theo khch hng: khch hng c th t nhng nguyn vt liu theo yu

cu ca mnh.

- Xy dng th thnh vin, tng phiu qu tng, voucher, tch luy im thng,

- Gi cac mn n trn website bng 2 hnh thc: (khch hng phi ng k tai khon

thng k)

Thng k cac mn n va cha n ri gi cac mn cha n.

Thng k cac mn hay n thch ca khch hng gi cac mn tng

t c cng nguyn vt liu chnh.

- Gi cc mn trng ming

- Trong mt s dp c th t chc chng trnh khuyn mi tng trng ming khi mua

cac n hang.

VIII. M HNH KINH DOANH

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KHCH

HNG MC

TIU

- Ngi khng

bit nu nng

- Nhn vin vn

phng

- Sinh vin tr

M T GI TR

- Vun p cho ba cm gia

nh m ap

- Giao hang ung gi nu

ung ba

- Nguyn liu ti sch nh i

ch hng ngay

- Hng dn nu ba n ngon

- Gi mn n ph hp

- Cu ni cac bn tr thch nu

nng

- Ni tn vinh nhng con

ngi trn trng gia tr gia

nh

NNG LC CT

LI

- Giao hang ung

hn

- Cac mn n a

dng

- H thng cung

ng lin kt cht

ch

- Qun l knh din

an lanh mnh

KNH TIP TH

- Mang x hi

-Website

- in thoi di ng

- Qung cao cac chung c,

vn phng

- Party ngoai tri kt ni

nhng ngi tr thch nu

nng

- M gian hang ti cac hi

ch m thc

QUAN H KHCH HNG

- Khach hang ng k tai khon

- Email c nhn: Gi mn mi, chuc mng sinh nht

- Cac thanh vin chia s cac mn h nu c ln web

ca cng ty

MNG LI I TC

- Ch u mi

- Siu th

- Cac chuyn gia m thc

CU TRC HOT

NG

- Cac nhm qun l hot

ng theo qun

- 1 nhm qun l truyn

thng tp trung: hnh

nh, thng hiu, chin

lc qung cao va qun

l din an

- Nhm qun l quan h

khch hng

CU TRC CHI PH

- Mua nguyn liu

- Qun l cac i nhm

- Marketing

M HNH DOANH THU

- Ban nguyn liu

- Dy cac kha nu n

- Doanh thu t cac hng qung

co: du n, ht nm, m thc.

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IIX. TI LIU THAM KHO

[1] Hunh Bo Tun, Bi ging Pht trin sn phm mi (2015).

[2] Thng k cht lng ngun nhn lc (2014), Tng cc thng k.

IX. PH LC

1. Bng thu thp s liu

TT Thng tin Kh khn Mua Gi tr Thch Thch im no

Khc

bit Tin

tng 1

Tui Gii tnh

Ngh nghip

2 22 N Sinh vin Ko thch s ch 4 3

4 Nhanh, tin 4

3

25 N i lam Ra chn i ch S ch

5 3 4 Nhanh, tin 4

4 45 N Ni tr S ch 2 3 4

5 26 Nam i lam S ch 2 2 2 n khng

ti

6 22 Nam Sinh vin S ch 2 3 2

7 23 N i lam i ch 4 4 4 4

20

8 22 N Sinh vin S ch 4 4 4 4

9

23 N i lam Nu mt mnh Nu ung ba i ch

4 4 3 3

10

22 Nam Sinh vin i ch b cht chm Khng bit nu nng

4 4 3 Tnh nguyn

liu khng chnh xc

11 23 Nam i lam 2 4 2

12 27 Nam C gia

nh Suy ngh mn n Ngi tr gi

5 4 5 Khi suy ngh mn

13 21 Nam Ngi lm c 2 4 3 T tay la

n

14 25 Nam i lam Khng c thi gian 3 4 2 Thch t la

n

15 20 Nam SV tr. Khng bit i ch 4 4 5 Tin li 5 3

16 20 Nam SV tr. Khng c thi gian i ch 4 5 4 Tin li 4 5

17 21 N SV nh. Li i ch. 5 5 5 Nhanh chng,

tin li 5 3

18 21 N SV tr. Li v lm bing i ch

sau v ch bing. 4 4 4 Nhanh, tin. 3 4

19

29 Nam i lam vic v nh tr

Khng c thi gian chun b n

4 4 4 Nhanh, tin, ngon

4 4

20 35 N 1 mnh Li i ch 3 4 5 Tin 4 3

21 25 Nam tr Li i ch 3 5 4 Tin 3 3

22 28 N nh c th cng vic nn

khng i ch thng xuyn 4 3 5 Tin 3 4

21

c

23 40 Nam c thn c th bn thn nn li

i ch 5 5 5 Nhanh, gn,

tin 5 5

24 21 N tr Thch n nha nhng

khng bit ch bing 4 5 5 Ngon 3 4

25 22 Nam tr S n ngoai quan b ung

th, nn t nu 5 4 3 Ph hp 4 5

26 25 Nam Tan s mun

Mt, khng c thi gian 3 4 4 Tin li 4 4

27

30 Nam

C gia

nh 4 4 5

Nhanh, bt c cng tc chun b cho v

5 4

28 22 N tr cng ngi l (mi )

Cha thng nht vic nu nng

3 4 3

Nhanh, khng

phi i ch m vn c nu

3 3

29 22 Nam nh tr Li nu, chi mun nhanh gn

2 4 3 Tin li 3 3

30 35 N Nu nhiu khch

Khng thi gian 2 3 3 Tin li 3 3

31 25 N tr, lm tng ca

Khng th nu nng 2 3 2 Bt thi gian i ch

3 4

32 20 Nam

cng anh ti trung c

Khng bit nu 3 3 4 C hng dn nu

4 4

33 26 Nam i lam v tr

Khng c thi gian 4 3 4

Tin li, khc ph kh khn ngi lm v tr

3 4

34 30 Nam C gia 4 4 4 Nhanh, tin 4 4

22

nh li, gim gnh nng cho ngi ni tr

35 25 N tr Lm ngoi gi, v mun 3 3 4 Tin li, khng phi i ch

4 4

36 21 N k tc x BK

Khng c php nu n trong KTX

2 3 4 Tin li, nhanh

3 4

37 22 Nam Bn lm n

Khng c thi gian 2 3 3 Tin li, gim thi gian

4 4

37 27 N C nhng lc mt

Mt nn li nu 4 3 4 Tin li, nhanh

3 4

39 26 N Lm ngoi

gi, v mun

Li nu 3 3 3 Tin li 2 3

40 23 Nam

Mi i lm nn

nhiu cng vic

Kh sp xp cng vic 4 3 4 Tin li, thun tin hn

4 4

41 22 Nam i thc tp

Khng c thi gian, li nu

3 3 3 Nhanh 3 4

42 28 Nam i lam Khng bit nu n 5 4 5 Hng dn cch nu

4 4

43 27 Nam i lam Khng bit i ch 5 4 4 Giao hng tn

nh 4 3

44 29 N i lam Khng c thi gian 4 4 4 Tit kim thi gian

3 3

45 40 Nam i lam V bn chm sc cho con 5 5 5 Gip v vt v

4 4

46 40 N i lam Kh ngh ra mn mi 4 5 4 Gi mn mi hng ngy

4 4

23

47 31 N i lam Nu khng kp ba 5 4 4 Tit kim thi gian khu s ch

4 3

48 27 Nam i lam Khng bit nu n 5 5 5 S ch sn v hng dn cch nu

4 4

49 30 N i lam Khng bit nu cc mn cho ba tic

5 4 4 C kha dy nu n

4 4

50 28 Nam i lam mt mnh nn li nu n

5 5 5 Kt ni cc bn bit nu n

4 4

51 26 N Y t

Lm vic theo ca c bit Khng c thi gian n cm ngui do ngi nh nu, n tim

3 3 4 Tin li 3 3

52 23 Nam SV nm cui

nh tr Khng bit nu n tim l chnh

5 4 5 C hng dn nu

4 4

53 32 Nam Gio vin

Nhiu vic bn t xut Cha chun b i ch n tim

5 5 4

Tin li, ap ng nhu cu mi lc

3 3

54 29 N Nhn vin

ngn hng

Tan ca mun i ch chiu khng cn ti Chp nhn mua v khng c cch thay th

5 4 5

ti, tin li, gim thao tac s ch

4 4

55 32 Nam Gio vin

th dc

M mt Khng c ai i ch, nu nng Mua v n

4 4 4 Tin li, gim bt thao tc

3 3

56 40 N Ni tr Thiu thi gian Nhiu vic, bn rn

5 4 5 Tin li, n ti sng

4 4

24

Mua vi ngy b t lnh

57 27 N Cng nhn

may

tr, tng ca Khng c ngi i ch n cm tim

5 5 4 Tin li, nhanh

4 3

58 25 N Cng nhn

may

tr, tng ca Khng c thi gian nu n cm tim

4 3 4 Nhanh, gn, gim thi gian

3 2

59 35 Nam Cng chc

Khach chi nha t xut Cha chun b nguyn vt liu sn Ra tim mua mt s mn n ch bin

4 5 5

Tin li, do mnh nu s tt hn mua ngoi

5 4

60 25 N Nhn vin

Sales

Lm ca gia chng Khng c thi gian nu n cm tim

4 3 4

Gim khu s ch, nhanh.

3 3

61 25 Nam

Cng nhn

ph h (xy

dng)

Nh tr, khng c iu kin nu n Mt, cn nghi ngi, khng c thi gian i ch, nu nng n cm tim

1 2 2 Tin 3 2

62 21 N Sinh vin Nh tr khng gian nu hp S ch Sng chung vi lu

3 4 4

Thun tin, gim thao tc s ch

4 4