Bi 6: Tin trnh STP

BI 6: TIN TRNH STP (Phn on th trng, la chn th trng mc tiu, nh v sn phm)Ni dung

Tng quan v tin trnh STP. Phn on th trng, la chn th trng mc tiu. nh v sn phm trn th trng.

Mc tiu

Hng dn hc

Trang b cho sinh vin nhng vn c bn v l thuyt v k nng phn tch tnh hung thc tin, xy dng chng trnh hnh ng: Qu trnh lm marketing mc tiu ca doanh nghip (phn on th trng, la chn th trng mc tiu, chin lc nh v).

Hc vin nm nhng khi nim c bn ca tin trnh STP, s dng l thuyt trong phn tch cc hot ng phn on th trng, la chn th trng mc tiu, nh v sn phm trn th trng ca mt s doanh nghip c th.

Thi lng hc

5 tit hc

85

Bi 6: Tin trnh STP

TNH HUNG DN NHP Tnh hung: Chin lc phn on th trng la chn th trng mc tiu v nh v ca sn phm bia ti ng chai Lazer Th trng bia lon v bia chai ca Vit Nam c s phn on r rng. on cao cp l cc sn phm bia nhp khu ni ting v bia Heineken; on th trng trung cp rt a dng gm bia H Ni, Si gn, Tiger, Halida, Carlsberg, Foster, v.v; on th trng bia bnh dn gm cc nhn hiu bia a phng. Nm 2006, mt sn phm bia chai hon ton mi ra i l bia ti ng chai Lazer. Sn phm ny tp trung vo mt on th trng ring, to dng mt phong cch ung bia mi (bia ti ng chai) vi mt hnh nh nh v mi (n ng mnh m, nng ng v sang trng). Tuy nhin, v nhiu nguyn nhn khc nhau, sn phm ny khng thnh cng. Cu hi Phn tch cc on th trng bia chai, bia lon ti Vit Nam? Nu l mt nh qun l marketing ca thng hiu bia Lazer bn c tng g cho chin lc la chn th trng mc tiu v nh v ca nhn hiu ny?

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Bi 6: Tin trnh STP

6.1. 6.1.1.

Tng quan v tin trnh STP Cc chin lc marketing p ng nhu cu khch hng

Chin lc marketing p ng nhu cu v mong mun ca khch hng bao gm 4 hnh thc l: Marketing i tr: one size fits all; Marketing a dng ha sn phm; Marketing mc tiu; Marketing cho tng khch hng. Bi cnh (l do) ra i ca Marketing mc tiu: Th trng tng th lun c s lng khch hng ln, nhu cu v hnh vi v cng a dng, c cu Cc chin lc maketing p ng nhu cu khch hng phc tp; Doanh nghip lun phi i mt vi cc i th cnh tranh nhiu cp v mc khc nhau; Ngun lc kinh doanh ca bt k doanh nghip no cng u c gii hn. Ni dung: Doanh nghip tp trung ngun lc ca mnh vo khai thc mt hoc mt s nhm khch hng m mnh c li th cnh tranh (th trng mc tiu), xy dng hnh nh ring, r nt trn th trng . u im: Gip doanh nghip tn dng c c hi marketing tt hn; c th thit k chin lc marketing ph hp vi th trng mc tiu ca mnh v nh t c hiu qu trong vic kinh doanh.6.1.2. Tin trnh ba bc ca marketing mc tiuPhn on th trng (Market Segmentation) Chn th trng mc tiu (Market targeting) nh v th trng (Market positioning)

Xc nh cn c phn on v tin hnh phn on. Xc nh c im ca tng on th trng c xc nh.

nh gi mc hp dn ca tng on th trng. Chn mt hoc mt vi on lm th trng mc tiu.

Xc nh v th tng on th trng mc tiu. Xy dng chng trnh marketing mix cho cc phn on th trng mc tiu.

Hnh 6.1. Tin trnh ba bc ca marketing mc tiu

Phn on th trng o La chn tiu thc phn on; o Nhn dng cc c tnh c bn ca tng on; o nh gi cc on tim nng quan trng, chc chn. La chn th trng mc tiu o nh gi cc on th trng thng qua mc hp dn ca n trong mi quan h vi kh nng ca doanh nghip;87

Bi 6: Tin trnh STP o o

La chn mt hoc vi on lm th trng mc tiu; La chn chin lc marketing nhm p ng th trng mc tiu.

nh v sn phm trn th trng mc tiu o La chn v th ca sn phm trn th trng mc tiu; o La chn cch thc to im khc bit cho sn phm; o To im khc bit cho sn phm; o Pht trin marketing hn hp nhm xy dng v tr mong mun.6.2. 6.2.1. Phn on th trng, la chn th trng mc tiu Phn on th trng

6.2.1.1. Khi qut v phn on th trng

Khi nim o Phn on th trng l qu trnh phn chia ngi tiu dng thnh nhm trn c s nhng im khc bit v nhu cu, tnh cch hay hnh vi. o on th trng l mt nhm ngi tiu dng c phn ng ging nhau i vi cng mt tp hp nhng kch thch ca marketing. Thc cht phn on th trng l phn chia th trng tng th quy m ln, khng ng nht, a dng v nhu cu thnh cc nhm, on, khc nh hn, ng nht v nhu cu, c mun hoc c nhng phn ng ging nhau vi cng mt kch thch marketing ca nh sn xut.

L do ca phn on th trng o Nhu cu ca ngi tiu dng rt a dng v Phn on th trng phong ph. V vy m nh sn xut khng th p ng nhu cu ring l ca tng c nhn m ch trn c s tp hp h thnh tng nhm tng i ging nhau. o Xut pht t cc nh sn xut do trnh v ngun lc c hn, h khng th xy dng chin lc marketing cho tng khch hng ring l m a ra chin lc marketing cho tng nhm khch hng. V d: V cc loi sn phm nn v khng nn phn on th trng (mui n, khn mt, m phm, t xe my). Yu cu ca phn on th trng xc nh c mt on th trng c hiu qu i vi chin lc marketing ca doanh nghip th vic phn on phi p ng yu cu sau: o Tnh o lng c: Doanh nghip c kh nng o lng c quy m, hiu qu em li, cc c im khc ca th trng; o Tnh tip cn c: Doanh nghip c kh nng nhn bit v p ng c on th trng phn chia; o Tnh quan trng: on th trng phi c mt quy m ln c th em li li nhun cho doanh nghip; o Tnh kh thi: Doanh nghip c ngun lc hnh thnh v trin khai chng trnh marketing ring bit cho cc on th trng phn chia.88

Bi 6: Tin trnh STP

6.2.1.2. Cc tiu thc dng phn on th trng

V mt l thuyt th bt k mt c trng no ca khch hng cng c th c dng lm tiu thc phn on. Song m bo c cc yu cu ca tiu thc phn on ngi ta ch chn nhng c trng tiu biu dng lm c s phn chia th trng tng th. Cc c s ny l nguyn nhn to ra s khc bit v nhu cu v n i hi phi c s khc bit v chin lc Cc tiu thc phn on marketing. C bn c s phn on ch yu. th trng Trong thc t ngi ta cng c th kt hp nhiu tiu thc phn on ca bn c s nu trn phn on th trng. Phn on theo a l on th trng c phn theo a l: Khu vc, quc gia, min, vng, lnh th, phn theo tnh, thnh ph, qun huyn, v.v.. Phn on theo dn s x hi o Tiu thc: Gii tnh, tui tc, ngh nghip, trnh , quy m gia nh, chu k sng gia nh, tnh trng hn nhn, thu nhp, giai tng x hi, tn ngng, dn tc, sc tc v.v.. Mi c tnh ny thng c s dng cho mt s hng ho nht nh. o Nguyn nhn s dng: Do cc c im v dn s x hi l c s to ra s khc bit v nhu cu v hnh vi mua hng v cc c im ny thun tin trong o lng. Phn on theo tm l hc o Tiu thc: Thi , ng c (ng c theo Maslow), li sng, quan im, gi tr vn ho, c tnh, thi quen v.v.. o Nguyn nhn s dng: Cc c tnh tm l hc nh hng n hnh vi mua sm, tiu dng ca con ngi. Cc tiu thc ny thng dng h tr cho tiu thc dn s x hi. V d: Phn chia th trng may mc ph n theo la tui v theo li sng. Phn on theo hnh vi tiu dng C cc tiu thc sau: L do mua, li ch tm kim, tnh trung thnh, s lng v t l s dng, cng tiu th, tnh trng s dng v.v.. o L do mua hng Tiu thc: Mua cho nhu cu c nhn, gia nh, biu tng, mua cho nh nc bng tin ngn sch v.v... Vic phn chia theo l do mua hng gip cho ngi kinh doanh c th a ra cc sn phm ph hp hn theo tng l do ca khch hng (mua cho cc c nhn: s lng nh, cho gia nh: s lng ln, biu tng cn hnh thc p v.v..). o Li ch tm kim l li ch m ngi mua tm kim khi s dng sn phm. Li ch tm kim c o lng v pht hin thng qua mt h thng cc gi tr v kh nng khch hng c th phn bit c t cc nhn hiu khc nhau trong mt chng loi sn phm.89

Bi 6: Tin trnh STP

V d: V kem nh rng Vit Nam:Li ch cn bn i tng chnh Hnh vi Nhn hiu a thchTrung quc

Kinh t, gi thp

Nng thn

Dng nhiu

Chng su rng, gi thp

Gia nh ng con

Dng nhiu

P/S, D Lan

Thm m

Thanh thiu nin

Quan tm n cht lng, thm m

Close Up

Hng v, y t, hnh thc b ngoi

Tr em, ngi c thu nhp Thch hng v thm, y t kh cao

Colgate

Chng su rng, hi Nhng ngi hot ng x Quan tm n li ch y t, th thm tho hi, giao tip nhiu thm m

Crest

o

o

S lng v t l tiu dng Mc v cng s dng. V d: Th trng ngi ung bia, ngi ung thng xuyn mi ngy 1 lt, thng xuyn mi ngy 0,5 lt v.v.. Mc trung thnh vi nhn hiu Cc mc : Trung thnh tuyt i, trung thnh tng i, khng trung thnh. Ngoi ra cn c cc tiu thc khc nh thi i vi hng ho, mc sn sng chp nhn hng ho ca ngi mua.

6.2.1.3. Phn on th trng khch hng t chc

c im ca th trng khch hng t chc (hng t liu sn xut), c nm nhm tiu thc sau y: Cc tiu thc v mi trng: Lnh vc hot ng, quy m, vng a l ca khch hng. Cc tiu thc v hot ng: Cng ngh, mc s dng trong mt nm v.v... Cc tiu thc v phng php mua: Chnh sch mua, tiu chun mua, vic t chc chc nng mua, quan h gia ngi mua v bn v.v... Cc tiu thc thi im: Mc mua bnh qun cho mt ln t hng, mc khn cp ca n hng v.v... Cc tiu thc v c tnh c nhn ca ngi mua: S chung thu vi ngi bn, s nh gi ngi bn v.v...6.2.2. La chn th trng mc tiu

y l qu trnh la chn cc on th trng hp dn nht i vi kh nng v ngun lc ca cng ty.

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Bi 6: Tin trnh STP

6.2.2.1. nh gi cc on th trng

c th la chn c on th trng thch hp nht doanh nghip phi tin hnh nh gi cc on th trng. Quy m v s tng trng Quy m th trng, s lng, sc mua, tc tng trng (th trng c tng trng cao tim nng ln). Cc ch tiu ny m bo kh nng thu hi vn ca doanh nghip trn on th trng . Th trng cng tng trng doanh nghip cng c th u t m rng quy m t gim c chi ph gim gi bn sn phm. Tuy nhin, quy m v s tng trng ca th trng cn ph thuc vo quy m v tim nng ca doanh nghip. Cc doanh nghip ln thng chn cc th trng ln, cc doanh nghip nh thng chn cc th trng nh (th trng ngch, k). S hp dn ca on th trng Nm yu t cnh tranh (mi e do ca Micheal Porter): Cnh tranh trong ni b ngnh, cnh tranh vi ngi bn, nh cung cp, sn phm thay th, i th mi tham gia.Nhng i th tim n

Quyn lc ca ngi cung cp

Cc i th cnh tranh trong ngnh

Quyn lc ca ngi mua

Cnh tranh vi sn phm thay thHnh 6.1. M hnh 5 lc lng cnh tranh ca Micheal Porter

Mi e do t mc cnh tranh trong ni b ngnh; o Mi e do t vic gia nhp hay rt lui ca cc doanh nghip khc; o Mi e do t sn phm thay th; o Mi e do t pha ngi mua; o Mi e do t pha nh cung cp. Bn cnh , s hp dn ca mt on th trng cn c nh gi qua s nhy cm v gi v cc yu t chnh tr, x hi, mi trng...o

Cc mc tiu v kh nng ca cng ty Mc hp dn ca mt on th trng phi c nh gi nm trong nhim v mc tiu chin lc ca doanh nghip ng thi cn phi tnh n kh nng v ngun lc ca doanh nghip c th m bo khai thc c tnh hp dn khng. o S dng c nng lc marketing hin c: Thng hiu, knh phn phi, i ng marketing, uy tn ca doanh nghip. o Li th v chi ph trong hot ng: S dng c my mc, nh xng, cng ngh sn xut c, lao ng d tha nh doanh nghip kinh doanh ga phn phi bia Halida...91

Bi 6: Tin trnh STP o

o

Li th v cng ngh: Cc doanh nghip dc phm d dng chuyn sang kinh doanh m phm, doanh nghip ch to t chuyn sang sn xut cc loi xe chuyn dng, xe qun s... Li th v qun l, ngun nhn lc: Doanh nghip kinh doanh trung tm thng mi m cc siu th v.v..

6.2.2.2. La chn on th trng mc tiu

Sau khi nh gi s hp dn ca cc on th trng i vi doanh nghip, vic tip theo l phi chn on th trng mc tiu ph hp vi quy m v ngun lc ca h. Cc phng n la chn th trng mc tiu o Tp trung vo mt on th trng; o Chuyn mn ho tuyn chn; o Chuyn mn ho theo sn phm; o Chuyn mn ho theo th trng; o Bao ph ton b th trng. Cc chin lc p ng th trng Ba chin lc: Marketing khng phn bit, Marketing phn bit, Marketing tp trung, ngoi ra cn c chin lc marketing cho tng khch hng. Marketing khng phn bitH thng marketing hn hp Th trng tng th

Marketing phn bitH thng marketing hn hp I H thng marketing hn hp II H thng marketing hn hp III on th trng I on th trng II on th trng III

Marketing tp trungH thng marketing hn hp I H thng marketing hn hp II H thng marketing hn hp III Khch hng I Khch hng II Khch hng III

o

Marketing cho tng khch hng Marketing khng phn bit: Doanh nghip ch quan tm nhng c im ng nht trong nhu cu, b qua cc yu t khc bit gia cc on th trng. Son tho mt chin lc marketing hn hp c th li ko c ng o nht khch hng. u im: Gim chi ph marketing, c th gim chi ph theo quy m do sn xut i tr, y l c s cho vic p dng chnh sch gi h. Nhc im: Kh xy dng mt nhn hiu thu ht c mi loi khch. Chnh sch ny to ra s cnh tranh gay gt nhng li b qu nhng nhu cu ring quy m nh, li nhun cao.

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o

o

o

Ri ro ln khi ch c ni h thng marketing hn hp, do tp trung quy m ln. Marketing phn bit: Tham gia vo nhiu on th trng, mi on c mt h thng marketing hn hp ring bit (nhiu sn phm, phng thc phn phi, gi, xc tin hn hp). y l chin lc c a s cc doanh nghip c quy m ln p dng. u im: C u th hn so vi marketing khng phn bit do vic a dng ho sn phm v cc n lc marketing khc, c kh nng thm nhp nhng on th trng nh li nhun cao. Nhc im: Cc loi chi ph u tng. Marketing tp trung: L vic doanh nghip tp trung vo mt hoc mt s t on th trng m h c u th hn hn i th cnh tranh. u im: Do tp trung nn doanh nghip c th ginh c v tr vng mnh hoc c quyn, khai thc c li th chuyn mn ho, t sut li nhun cao. Trng hp ny c th p dng cho cc doanh nghip nh tp trung vo cc th trng ngch trnh s cnh tranh ca cc doanh nghip ln, cc doanh nghip c trnh cng ngh chuyn mn ho cao. Nhc im: Ri ro ca vic chuyn mn ho cao. Marketing cho tng khch hng: Marketing cho tng khch hng thng c s dng trong mt s ngnh c bit: May o qun o, thit k m thut (ngnh c nhu cu n chic). Cc ngnh nh: Qun s, ng tu, xy dng v.v.., cng p dng chin lc ny v trong lnh vc ny nhu cu ca cc khch hng l rt khc nhau v kh nng thanh ton cng nh quy m mi ln t hng ln. Hin nay, nh s pht trin ca cng ngh thng tin, trong mt s lnh vc nh t, my tnh cng ang p dng chin lc ny.

Cc cn c la chn chin lc p ng th trng o Kh nng, ngun lc ca cng ty. o Mc ng nht ca sn phm: Nhng loi hng ho c tnh ng nht cao (vt liu c bn: xi mng, st thp, ng v.v..) kh p dng chin lc marketing phn bit hay tp trung. Ngc li nhng hng ho d phn bit: Qun o, xe my, t, in t, in gia dng nn p dng chin lc marketing phn bit. o Giai on ca chu k sng sn phm: Giai on gii thiu c th p dng chin lc marketing tp trung hoc khng phn bit v: Cnh tranh t, gii thiu sn phm cn gp kh khn. Giai on bo ho chin lc marketing phn bit to ra s khc bit ho, tng li th cnh tranh. o Mc ng nht ca th trng: Th trng ng nht, n on, khng c s khc bit nhiu v nhu cu: p dng chin lc marketing khng phn bit. Ngc li, p dng marketing phn bit, tp trung. o Chin lc marketing ca i th cnh tranh: Phn tch so snh v th ca doanh nghip v i th cnh tranh trn th trng a ra mt chin lc thch hp. Nu doanh nghip khng c kh nng i u trc tip, cnh tranh mnh th nn p dng chin lc marketing tp trung vo mt on th trng m doanh nghip c u th.93

Bi 6: Tin trnh STP

6.3. 6.3.1.

nh v th trng Khi nim

nh v sn phm trn th trng l thit k mt sn phm c tnh khc bit so vi hng ho ca i th cnh tranh v to cho n mt hnh nh ring i vi khch hng.6.3.1.1. Ti sao cn phi nh v sn phm

Khi khch hng mua hng th h phi cn nhc cc yu t sau: o Gi tr tng hp: Gi tr sn phm, gi tr dch v, gi tr hnh nh. o Tng chi ph: Chi ph v tin, chi ph thi gian, chi ph tm l. o Gi tr gia tng cho khch hng. Khch hng b ngp trong qung co thng mi: H rt kh nh gi, so snh gia cc sn phm cng loi khi quyt nh mua. Do , h s da vo nhng n tng, khi nim, cm gic ca h v cc sn phm trn th trng quyt nh. V vy, doanh nghip cn phi to ra mt v tr, mt n tng trong tm tr khch hng, to ra s hp nh v hng ho dn so vi sn phm cng loi ca i th cnh tranh. Pha nh hot ng th trng th cn phi ch ng xy dng hnh nh, n tng nh v trong tm tr khch hng thng qua cc chin lc marketing.6.3.1.2. Cc yu cu ca nh v sn phm

R rng (clarity): Hnh nh ring phi r rng mi c th c khch hng ch quan tm, ghi nh. Nht qun (consistancy): Cn phi xy dng hnh nh, v tr nht qun lin tc trong mt khong thi gian di khc ho trong tm tr khch hng. Trung thc, tin tng (credibility).6.3.1.3. Cc loi nh v

V mt nguyn tc, mi s khc bit em li li th cho sn phm v uy tn ca doanh nghip u c th c s dng nh v. Tuy nhin c th phn loi nh v theo cc cch thc sau: nh v thng qua c tnh sn phm o c tnh k thut: Bao gm cc yu t k thut cu Cc loi nh v hng ho thnh sn phm nh ng c xe Toyota c cng ngh VVTi (van bin thin thng minh), xe my Honda c h thng phun nhin liu in t, tivi SONY c cng ngh qut hnh 120 Mhz... o c tnh s dng: D s dng, bn, d sa cha, tng thch vi cc thit b khc V d: My nghe nhc m thanh 7.1, bn l c chc nng phun nc v.v... o Kiu dng v phong cch: in thoi Iphone ca Apple, xe BMW, xe my Piaggio Vespa ...94

Bi 6: Tin trnh STP

nh v thng qua dch v: V d: thi hn giao hng: DHL, my tnh DELL giao hng ti nh, lp t, t vn, sa cha nh v thng qua con ngi: V d: Vietnam Airlines: Tt c mi th u thay i tr n ci duyn dng ca cc chiu i vin hng khng, Singapore Airlines: S hiu khch ca cc chiu i vin. nh v thng qua hnh nh: V d: Biu tng, logo Mercedes th hin s chc chn, du nht Esso con h biu tng sc mnh, Vietnam Airlines biu tng cnh chim, bng sen vng Thng qua cc phng tin thng tin i chng qung co, tuyn truyn: Trng tn vi thi gian ca s Thanh Tr, s dng cc biu tng l cc nhn vt ni ting xy dng hnh nh nh Rolex vi Roger Federer, Claudia Chiffer vi nc hoa Chanel N056.3.2. Cc chin lc nh v

Cnh tranh vi sn phm c sn: Trong chin lc ny doanh nghip cn nhn mnh li th khi mua sn phm doanh nghip so vi i th cnh tranh. Chin lc ny ph hp khi: o V tr ca cc sn phm c sn trong kh nng ca cng ty. o Th trng ln cho c hai doanh nghip cng khai thc. o Sn phm doanh nghip phi c u th c th nhn bit r rng. Chim lnh mt v tr mi: Doanh nghip c th xc nh cho mnh mt v tr hon ton mi, y l mt ch Cc chin lc nh v trng trn th trng cha c cnh tranh. Cc iu kin thc hin: o Phi c ngun lc tung mt sn phm mi ra th trng: Ti chnh, R&D, ngun nhn lc, con ngi o Phi c cng ngh pht trin sn phm mi. o Phi c th trng chp nhn. Thng thng cc doanh nghip to ra s khc bit vi sn phm sn c bng cc hnh thc nh ni trn. Cc bc ca tin trnh nh v sn phm o Bc 1: Da vo vic phn on th trng, la chn th trng mc tiu, phn tch cnh tranh xc nh v tr ca cc sn phm trn th trng theo cc tiu thc m ngi mua cho l quan trng khi nh gi sn phm. o Bc 2: Cn c vo mc tiu nhim v ca k hoch chin lc, ngun lc ca doanh nghip v kt qu bc 1 xc nh v tr ca sn phm trn th trng. o Bc 3: Son tho chin lc marketing hn hp V d: nh v ng h Swatch v t BMW X5. Ti nh v sn phm: Khi hnh nh ca sn phm phai nht trong tm tr ca khch hng, doanh nghip cn ti nh v sn phm. Ti nh v sn phm c th l cng c li hnh nh c hoc to dng mt hnh nh mi cho sn phm.95

Bi 6: Tin trnh STP

TM LC CUI BI phc v cho vic hoch nh cc chnh sch marketing, nh qun tr marketing cn phi c thng tin v cu th trng. Cc thng tin ny phi bao gm lng cu ca ton ngnh, lng cu cho cc sn phm ca doanh nghip trong ton th trng cng nh tng vng th trng c hin ti v tng lai. Doanh nghip c th s dng nhiu phng php khc nhau tnh ton v d bo mc cu ny nh: Phng php xy dng th trng, phng php a ch s, kin chuyn gia, thm d khch hng, lc lng bn Hot ng d bo c th tin hnh theo quy trnh ba giai on l d bo vi m d bo ngnh d bo mc tiu th ca doanh nghip. Phn on th trng, la chn th trng mc tiu v nh v sn phm l ba giai on ca tin trnh marketing mc tiu, chin lc ny chi phi n ton b cc chin lc b phn trong marketing mix. Phn on th trng c xy dng trn 4 nhm tiu thc l: a l, nhn khu, tm l v hnh vi. Khi la chn th trng mc tiu, nh qun tr marketing cn tin hnh nh gi cc on th trng trn nhiu tiu thc, m hnh khc nhau. T , xc nh chin lc la chn v chin lc marketing p ng cc on th trng la chn. Giai on cui trong tin trnh, nh qun tr marketing cn tin hnh nh v sn phm trn th trng thng qua cc cng vic nh: Xc nh loi, cch thc nh v, xc nh chin lc nh v, xc nh v th ca cc sn phm cnh tranh trn th trng, la chn v th cho sn phm ca doanh nghip, xy dng chng trnh marketing hn hp nh v sn phm trong tm tr khch hng.

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Bi 6: Tin trnh STP

CU HI N TP 1. Trn c s l thuyt tin hnh d bo cu th trng trong mt lnh vc c th? 2. Phn tch mi quan h ca tin trnh STP trong chin lc marketing ca doanh nghip? 3. Trong tnh hung no doanh nghip cn tin hnh phn on th trng? 4. Ti sao chin lc nh v li chi phi n ton b hn hp marketing? 5. C th s dng cc cc yu t tch cc v tiu cc nh v c khng? Ti sao? BI TP Bi tp 6.1 Micro Bionics sn xut thit b tr thnh dng s. Khng ging nh cc thit b tr thnh dng analog, thit b dng s c th gim thiu ting n t mi trng. Cng ty cho rng loi sn phm ny chnh l im mnh ca cng ty, trong khi im yu ca cng ty l chi ph sn xut ra sn phm ni trn. Cc im mnh bao gm dung lng th trng ln thi bng n dn s, th h tr nn gi v cn n sn phm ny, h l nhng ngi dnh tin mua nhng sn phm hn ch qu trnh lo ho, v vic nguyn tng thng M Bill Clinton cng mua mt sn phm tr thnh tng t gn y cho thy iu ny. Mt trong nhng im yu chnh l s ti t chc li thit b tr thnh th h c v th h mi. Cu hi: 1. i vi quy trnh phn on th trng, MicroBionics hon thnh c nhng bc no? 2. C th a ra nhng tng nh v no t nhng thng tin k trn? Bi tp 6.2 Nghin cu ch ra cho Procter & Gambles rng c ph ng trong ti chn khng c tiu th mnh hn c ph ng hp ti min ng Nam. Do , Procter & Gambles ng gi li C ph Folgers ca mnh cho min ng Nam v pht trin mt chin dch qung co cho c ph Folger ng gi trong khu vc ny. Doanh thu ca c ph Folger trong khu vc sau tng thm 32%. Cu hi 1. Trong v d ny, Procter & Gamble s dng phn on th trng nh th no cho c ph ca hng? 2. Phn tch quan im la chn bao gi ca ngi tiu dng y? Bi tp 6.3 Hng LOreal gii thiu mt loi sn phm chm sc tc mi cho tr em gi l loi du gi nhanh kh. Sn phm ny c qung co l kh trong tch tc. Bt c cha m no nhng ngi tng cho con i ng vi mi tc cn t v sng hm sau tnh dy nhn thy tc ri b, hoc c em i hc mun do khng chu ra khi nh khi u cn t s l nhng khch hng mc tiu cho sn phm ny. Cu hi

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Bi 6: Tin trnh STP

Hy phn tch cch LOreal phn on th trng? Bi tp 6.4 Gi nh bn mun xy mt trung tm Bowling Canada, nghin cu th trng ch ra rng ngi Canada sng pha ty thch bowling v c nhiu thi gian rnh ri hn so vi ngi pha ng Canada. Sau khi tin hnh phn on, ban quyt nh xy dng trung tm Bowling tnh pha Ty Alberta. Cu hi Bn s dng chin lc phn on th trng theo tiu thc no? Bi tp 6.5 Trong qung co ca h thng t bp Canac a ra thng ip to ra mt v p c bit cho gian bp m bn khng th thy u khc, hy mua t bp Canac. Cu hi y l mt v d ca vic s dng phng php nh v g? Bi tp 6.6 Do chin lc nh v m cc nh sn xut nc ung ng chai qu thnh cng, c Pepsi Cola v Coca Cola u phn ng li bng cch a ra sn phm nc ng chai ca mnh. Evian v cc nhn hiu nc ng chai khc c chng minh rng khi la chn gia Cola v nc tinh khit, nhiu ngi chn nc tinh khit v qung co cho thy y l loi nc thay th cho Cola v tt hn cho sc kho. Cu hi Nh sn xut nc tinh khit s dng chin lc nh v g? Bi tp 6.7 Mt qung co cho ngn hng First Union m t ngn hng khng ch cung cp cc dch v ti chnh m mt khch hng c th mong mun, m cn cung cp cc dch v mi gii dch v nh. Thay vo , khng ch cnh tranh vi cc ngn hng khc, First Union cn tng tnh a chc nng ca ngn hng. Cu hi Ngn hng First Union s dng chin lc nh v g?

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