om
.c
sv
hi
nt
.o
w
w
w
Trang chU:dng nay, chung ta se thao lu$.n
nhang Cau h6i sau:
1.
Marketing anh hLiang den gia tri khach hang nhLJ the
nao?
2.
Hoc;tch djnh chien ILJqc dLJqc thl(c hi$n nhLI the nao
HP, duoc dieu hanh bdi Chu t!ch va Giam
doc dieu hanh Meg Whitman, dang dieu
chinh IC;li Chien ILiQC cua doanh nghiep de
phan anh nhOng thay doi dang ke trong
m6i trliong marketing.
f\Jg11611: Ch i110Fotol'rcss vin Getty /111ages
a
cap dQ doanh nghi$p va cap dQ chCrc nang?
3.
Hoc;tch d jnh chien ILiqc dLJqc thl[c hi$n nhLI the nao
cap dan vi kinh doanh?
4.
Mot ke hoc;tch marketing bao gom nhCrng gl?
a
My arketing ab TM
0
Improve Your G rade!
O ver I 0 million students improved
their results using the Pearson
Mylabs.Visit myml<tlab.com for
simulations, tutorials, and
end -of-chapter problems.
42
2 Xay dung Chi8n lu:oc
va K8 hoach Marketing
Xay dl;(ng cac chien hic;1c marketing dung theo thai gian doi hoi sv ket h9'P giua
ky lu ~t va slf linh ho9t. Cac doanh nghi¢p phai barn sat m<?t chien h.rqc nhung cung phai
kh6ng ngung cai thi¢n n6. Trang the gioi Marketing thay doi nhanh ch6ng nhu ngay
nay, vi¢c xac d!nh cac ch ien luqc dai h9n tot nhat la rat quan trQng-nhung rat kh6
khan-nhu khi HP eta tlm ra.1
aa gqp rat nhieu kh6 khan
om
M(Jt nhO tien phong ve c6ng ngM thijc SI/, Hewlett-Packard (HP)
trang nhtlng nam gdn aay, alnh diem la khoan chi phf hang quy kh6ng 16 hon 9,5 ty $ vao nam
2012, Ian nh6t tu truac aen nay. Trang tong so 06, 8 ty $ la m¢t khoan ghi nh<)n gia tri cua dich
th6ng tin do ket qua cua vi~c
mua lr;ii EDS th6m kh6c. Ooanh thu giam khi khach
.c
vv c6ng ngh~
hang ngung ky h<;Jp a6ng gia c6ng Ian, dai hr;in, von la cot loi cua m6 hlnh kinh doanh aon Vi.
kh6ch hang doanh nghi~p
aa lam thi~
hr;ii rat Ian doanh so ban may chU cua HP cha cac
sv
M¢t moi thU vai Oracle, trang so cac yeu to khac,
. Trang m¢t thi truong truang thanh vai m¢t vai son ph6m mai tot, doanh so ban PC
aa
hi
ch<)m lr;ii aen muc HP aa tuyen b6 hQ se roi kh6i thi truong nay. Ooanh so may in va mljc giam khi nguoi tieu dung
nt
bat adu in ft hon. Giam aoc aieu hanh mai Meg Whitman
tuyen b6 se tang SI/ nh6n mr;inh Cua San phQm doanh
vao thiet k€, t6 chUc lr;ii nh6m PC ae tr;io ra m¢t cam
.o
nghi~p
ph6i lam.
ham yve chien luqc marketing trong vi¢c t90 gia tr!
khach hang. Chung ta se xem xet m<?t s6 quan diem
ve ho9ch d!nh va m6 ta each l~p
m<?t ke marketing
chfnh thuc.
w
nhQn rang c6 rat nhieu vi~c
thor;ii di a(Jng, Whitman nhin
w
chua c6 chien IU<;JC cha ai~n
w
giac toi gian, gQn gang hon. Thlia nh<)n rang doanh nghi~p
Chuong nay bat dau bang each xem xet mQt so
Marketing va Gia trj khach hang
nao chinh la cung cap gia tri cho khach hang voi m9t muc
Nhi~m
V\l cua bat ky doanh nghi~p
lQ'i nhu~.
M9t doanh nghi~p
chi c6 the gianh chien thang bang each dieu chinh qua trinh
phan phoi gia tri va h,ta chc;m, cung cap va th6ng d.;tt gia tri VliQ't tn)i de ngu'O'i mua ngay cang
hieu biet nhieu.
QUA TRINH CHUYEN GIAO GIA TRI
Quan diem ve marketing truyfo thong-nhu'ng den nay-Ia khi doanh nghi~p
san xuat ra
thu gi c16, sau c16 ban n6 va marketing dien ra xuyen suot trong qua trinh ban hang. Ck doanh
nghi~p
c6 quan diem nay chi thanh cong 0 cac nen kinh te bi danh dau boi tinh tr<;ing thieu
hang h6a ma 0 c16 ngu'O'i tieu dung khong cau ky ve chat lu'Q'ng, tinh nang, hay phong cachvi dv, cac m~t
hang thiet yeu t<;ii ck thi tru'O'ng dang phat trien.
43
PHAN 1
HIEU VE QUAN TR! MARKETING
Trang cac nen kinh te c6 nhieu lo;~i
nguoi khac nhau, moi nguoi c6 mong muon, nh?n
thuc, so thich va tieu chi mua rieng, doi thU qnh tranh thong minh phai thiet ke va cung cap
dtch V\l cho de thi tniong ml;lC tieu da dtiQ'c xac dtnh r6. Nh?n thuc nay da truyen cam hung
cho m9t cii nhin moi ve cac quy trinh kinh doanh d?t marketing vao hie bat dau l?p ke ho(;lch.
Thay vi nhan m(;lnh vi~c
san xuat va ban hang, eac doanh nghi~p
gio day coi minh la m9t phan
cua qua trinh phan phoi gia trt.
Chung ta c6 the chia chuoi tC;lO gia trt va phan phoi thanh ba giai do(;ln. 2 Dau tien, chc;m gia trf
la "bai t?p ve nha" cua cic marketer phai lam tru6'c khi c6 bat ky san pham nao ton tC;li. HQ phai
phan khuc tht truong, ch9n m\lC tieu phu hQ'p va phat trien dtnh vt cua gia trt. Cong thuc "phan
khuc, xac dtnh ml;lC tieu, dtnh vt (STP)" la ban chat cua chien htQ'c marketing. Giai do(;ln thu
hai la cung cap gia trf. Marketing phai xac dtnh eac tinh nang san pham C\l the, gia ca va phan
V\l trong giai do?n thu ba la truye'n th6ng gia trf bang each SU d\lng Internet, quang
phoi. Nhi~m
cio, h;lc h:iQ'ng ban hang Va bat ky Cong C\l truyen th6ng nao khac de thong bfo Va quang ba San
pham. Qua trinh phan phoi chuoi gia tri bat dau trtioc khi CO mQt san pham Va tiep t\lC trong
qua trinh phat trien va sau khi ra mat. Moi giai do?n c6 y nghia chi phi rieng.
om
CHUO I GIA TRI
sv
.c
Michael Porter cua D?i h9c Harvard da de xuat chuoi gia tr! nhti m9t cong C\l de xac dtnh
each tC;lO ra nhieu gia trt khach hang hdn. 3 Theo mo hinh nay, moi doanh nghi~p
la tong hQ'p
cic ho(;lt d<)ng dtiQ'c thl;lc hi~n
bao gom thiet ke, san xuat, marketing, v?n chuyen va h6 trQ' san
pham. Chin ho?t d<)ng lien quan c6 tinh chien lu'Q'c-nam ho?t d<)ng chu yeu va bon ho?t
d<)ng ho trQ'-tC;lO ra gia tri va chi phi trong mQt doanh nghi~p
C\l the.
V\l cua doanh nghi~p
la kiem tra chi phi va hi~u
suat trong tUng ho(;lt d<)ng t?O ra gia
trL doi chuan (benchmarking) voi eac doi thu qnh tranh va tim each cai thi~n.
Cac nha quan
tot nhat tren the gioi bang
ly c6 the xac dtnh eac ho?t d<)ng "tot nhat" cua de doanh nghi~p
each tham khao y lden khach hang, nha cung cap, nha phan phoi, nha phan tich tai chinh,
hi~p
hQi thu'dng m(;li va phudng ti~n
truyen th6ng de xem ai du'ong nhu' dang lam vi~c
tot
nhat. Ngay ca cac doanh nghi~p
tot nhat ciing c6 the doi chuan, so voi cic nganh cong nghi~p
hi~u
khac neu can thiet, de cai thi~n
suat cua h9. GE da doi chuan voi P &G ding nhu' phat
trien cic ho?t d<)ng tot nhat cua rieng minh. 4
w
Nhi~m
w
.o
nt
hi
den doanh nghi~p;
Cac hoqt d<)ng chu ylu la ( 1) logistics trong nu'oc, ho?c du'a nguyen li~u
( 2) v?n hanh, ho?c chuyen doi v?t Mu thanh san pham cuoi cung; ( 3) logistics ra nuoc ngoai,
ho?c v?n chuyen san pham cuoi cling; ( 4) marketing, bao gom ban hang; va ( S) dtch V\l· Cac
b<? ph?n chuyen trach XU ly cac ho qt d<)ng hO trQ'-( 1) thu mua, ( 2) phat trien cong ngh~,
( 3)
quan ly nguon nhan ll;lc va ( 4) Cd so h? tang vf:ing chk. (Cd so h? tang bao gom cic chi phi
quan ly chung, l?p ke ho?ch, tai chinh, ke tocin, phap ly va phap che/ Government affairs.)
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44
Sl;l thanh cong cua doanh nghi~p
khong chi ph\l thu9c vao vi~c
moi b9 ph?n thl;lc hi~n
cong vi~c
tot nhu' the nao, ma con ph\l thu<)c vao vi~c
doanh nghi~p
dieu phoi eac ho?t d<)ng
cua eac b9 ph?n de thl;lc hi~n
eac quy trinh kinh doanh cot loi .tot nhu the nao. 5 Nhung quy
trinh nay bao gom:
•
Quy trinh cam nht}n thi truitng (The market-sensingprocess)-thu th?p va hanh d<)ng
dl;la tren thong tin ve tht tru'ong
•
•
Quy trinh thtjc hi~n
san pham mai (The new-offering realization process)-nghien
cuu, phat trien va dua ra de dtch V\l chat lu'Q'ng cao moi mQt each nhanh ch6ng va nam
trong ngan sach
Quy trinh tim kie'm khach hang (the customer acquisition process)-xac dtnh tht
tru'ong m\lC tieu va tim Idem khach hang moi
XAY Dl)NG CHIEN LUOC VA KE HOACH MARKETI NG
•
•
j
CHUONG 2
45
Quy trinh quan tri moi quan h¢ khach hang (the customer relationship management
process)-Xay dl;ing st;( hieu biet, moi quan M va dich V\l sau sac hon cho cac khach
hangcanhan
Quy trinh quan tri th1Jc hifn adn hang (thefulfilmentmagementprocess)-tiep nMn
va phe duy~t
cac don hang, v~n
chuyen hang dung h~n
va thu tifo thanh toan
Cac doanh nghi~p
m~nh
dang tai cau true dong c6ng vi~c
cua h9 va xay dt;ing cac nh6m
6
chuc nang cheo chtu trach nhi~m
cho tung quy trinh. Ford da thanh l~p
mc)t nh6m chuc
7
AT&T, LexisNexis
nang cheo de giup giam 30% h.iQ'ng nu'oc SU dl;lng tren moi phu'o'ng ti~n.
va Pratt & Whitney da to chuc l~i nhan vien cua h9 thanh cac nh6m chuc nang cheo; cac
nh6m ho~t
d<?ng cheo cling ho~t
dc)ng trong cac to chuc phi lQ'i nhu~
va chinh phu. 8
M<?t doanh nghi~p
cling can tim kiem lQ'i the qnh tranh ngoai ho~t
d<?ng cua chinh minh
trong chuoi gia tri cua nha cung cap, nha phan phoi va khach hang. Nhieu doanh nghi~p
ngay
nay da hQ'p tac VOi cac nha cung cap va nha phfln phoi C\l the de t~O
ra mc)t ID(].ng h.ioi chuyen
giao gia trj vu'Q't trc)i, con du'Q'c gQi la chuoi cung ung.
om
NANG LVC COT LOI
nt
hi
sv
.c
Cac doanh nghi~p
ngay nay thue ngoai cac nguon ll;ic it quan tr9ng hon neu h9 c6 the c6 duQ'c
chat luQ'ng tot hon ho~c
chi phi thap hon. Chia kh6a la so huu va nu6i duong cac nguon ll;ic
. Nhieu doanh nghi
~p d~t,
va nang ll;ic t~o
nen tinh hoa (essence) cua doanh nghi~p
h6a chat
tu SU dl;lng cac nha san xuat 0 m.i6'c ngoai va t~p
trung vao thiet
va may tinh/ san pham di~n
ke va phat trien va marketing san pham, nhung nang ll;ic cot loi cua h9. M<?t nang hjc cot loi
c6 ba d~c
diem: ( 1) f)6 la m<?t nguon cac lQ'i the qnh tranh va dong g6p dang ke vao lQ'i ich
khach hang nMn thuc du'Q'c; (2) N6 c6 the ling dl;lng trong nhieu thi tru'ong khac nhau; va
( 3) Rat kh6 de cac doi thu qnh tranh bat chuck
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bi¢t ho~c
st;( xuat sac trong cac quy trinh
LQ'i the qnh tranh cfing di kem voi kha nang d~c
kinh doanh r9ng lon hon. Wharton's George Day nhin thay cac to chuc dinh huong thi
truong xuat sac trong ba kha nang d~c
cam nMn thi truong, lien ket khach hang va lien
bi~t:
cam nh~
thi tru'ong, Day tin rang cac co' h<?i va thach thuc to lon thuong
ket kenh.9 ve m~t
10
bat dau bang "nhung tin hi~u
yeu kem" tu "ngo~i
vi" cua m<?t doanh nghi~p.
Ong de nghi
phat trien mc?t each co M th6ng tam nhin ngo~i
vi bang each d~t
ra ba cau hOi lien quan den
vi~c
t~i
h9c hoi tit qua khu, danh gia hi~n
va hinh dung ve tu'o'ng lai.
Panasonic da
g?p phai mot
s6 thach thUc
tren th! truong
trong nhang
nam gan day,
buoc ho pl1ai
thay doi nhang
gl doanh nghiep
dang ho(;lt dong
va each ho ho(;lt
aong.
PHAN 1
I
HIEU
vi: auAN
TRI MARKETING
Cac doanh nghi~p
co the can phai tt;i sap xep l(;li de toi da hoa nang ltjc cot loi. To chuc l(;li
co ba buoc: ( 1) (tai) xac dinh khai ni~m
kinh doanh ho~c
"y tuO'ng Ion"; (2) (tai) dinh hinh
ph(;lm vi kinh doanh, doi khi theo dia ly; va ( 3) (tai) dinh vi nMn di~n
thuong hi~u
cua doanh
Peabody Energy da trien khai m<)t du true to chuc toan cau moi-t(;lo ra cac don vi
nghi~p.
kinh doanh theo dia ly (j Chau My, Uc va Chau A- de phan anh dau an slj phat trien toan
1
cau cua doanh nghi~p.
Thay d6i v~n
may kinh doanh thu'ong doi h6i phai sap xep l(;li va tai
12
cau true, nhu Panasonic va cac doanh nghi~p
tu va cong ngM Nh~t
Ban khac da thay.
di~n
•
· ~·
I~
....~i.
Pa~soi;.
s~ ~y. ~;
·, o~
na~
~a.
na~.
2018,
aa .~;
. ~i. ~t
vOi
sv
.c
om
nhung kh6 khan chua Wng c6, dang chu y la khoan lo khong 16 khoang 19 ty $ trong nam 2011 va 2012.
Trang nhieu nam, dlnh vl cua h9 ve"y tu6'ng cho cu(k song" da thuc day Slf doi m6'i, t90 ra cac san pham
thanh cong nhu may tfnh xach tay Toughbook ben bi. Tuy nhien, ti viva cac thiet bl di¢n tu gia dl;lng
khac g~p
rac roi, luc d6 nen kinh te bl dlnh tr¢ khi nguoi tieu dung bat dau coi ti vi LCD man hlnh phang
nhu m(>t m~t
hang. Hem nua, gia dong yen m9nh va chi phf san xuat cao 6' Nh~t
Ban khien cho Panasonic
kh6 c9nh tranh ve gia. Thai d(> ch6ng Nh~t
W m<;>t cu(>c tranh chap lanh tho da minh chung cho m(>t
vap nga o Trung Qu6c. Cu6i cung, vi¢c mua l9i Sanyo vao nam 2009 v6'i y do giup doanh nghi¢p ban
nhieu san pham nang luqng xanh hem cung th~
dang that vc;>ng. M(>t Slf tai cau true 16'n cua tan chu tlch
Kazuhiro Tsuga vao mua thu 2012 da mo r(>ng l9i quy mo san xuat t9i Nh~t
Ban, tU b6 th! truong di¢n
tho9i di d(>ng 6' nu6'c ngoai, va cat giam dau tu vao cac tam pin m~t
troi va pin s9c. Tsuga nhan m9nh
rang Panasonic se hqp ly h6a cac don vl kinh doanh va nhan m9nh lqi nhu~,
khong chi tang tru6'ng
doanh thu.
hi
VAi TRO TRUNG TAM CUA HOACH 81NH CHIEN LUOC
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nt
Chi co m<?t nh6m cac doanh nghi~p
du'Q'c chQn co Iich SU noi b?t nhu' nhung b?c thay marnay t~p
trung vao khach hang va du'Q'c to chuc de
keter (xem Bang 2.1). Cac doanh nghi~p
dap ung hi~u
qua voi cac nhu cau thay doi. HQ deu co cac b<? ph?n marketing c6 d<)i ngli
nhan vien gioi, va cac b<? ph?n khac cua hQ chap nMn rang khach hang la thu'Q'ng de. HQ cling
thuong co kha nang lanh d(;lo marketing m(;lnh me duoi hinh thuc m<)t CMO thanh cong
(xem "Marketing Memo: Lam gi de trO' thanh m<)t CMO thanh cong?")
De dam bao hQ thtjc hi~n
dung de ho(;lt d<)ng, cac marketer phai u'u tien ho(;lch dinh chien
lu'Q'c trong ba linh vljc chinh: ( 1) quan ly doanh nghi~p
nhu' m<?t danh m\lc dau tu', ( 2) danh
gia toe d<? tang tru'O'ng cua thi tru'ong va vi the cua doanh nghi~p
trong thi tru'ong do va ( 3)
thiet l?p m9t chien lu'Q'c. Doanh nghi~p
phai phat trien m<?t ke ho(;lch tro choi (game plan) de
d<;lt du'Q'C tung ml;lC tieu dai h(;ln cua doanh nghi~p.
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46
Hau het cac doanh nghi~p
Ion bao gom b6n cap d<? to chU'c: (1) cong ty, (2) b<? pMn,
( 3) don vi kinh doanh va ( 4) sin pham. Tr\! sO' doanh nghi~p
chiu trach nhi~m
thiet ke m<?t
ke ho(;lch chien lu'Q'c de hu'ong dan toan b<? doanh nghi~pj
n6 du'a ra quyet dinh ve lu'Q'ng tai
nguyen phan b6 cho tling b<? ph~n
cling nhu' la lo(;li hinh kinh doanh nao se bat dau hay se bi
lo(;li bO. Moi b<? pMn thiet l~p
m<?t ke ho(;lch bao gom vi~c
phan b6 von cho tung don vi kinh
doanh trong b<? ph?n. Moi don vi kinh doanh phat trien m<?t ke ho(;lch chien lu'Q'c de dua don
vi kinh doanh do co lQ'i nhu?n trong tu'ong lai. Cuoi cung, moi cap d<? san pham (dong san
pham, thu'ong hi~u)
phat trien m<)t ke ho(;lch marketing de d<;lt du'Q'c ml;lc tieu.
Ke ho~c
marketing la cong C\l trung tam de chi d<;lO va dieu ph6i cac no ltjc marketing.
.V~n
hanh O' hai cap d<?: chien lu'Q'c va chien thu?t. Ke ho(;lch marketing chien lu'Q'c (strategic
marketing plan) du'a ra cac thi tru'ong ml;lC tieu Va de xuat gia tri doanh nghi~p,
dtja tren phan
tich cac co' hQi thi tru'ong tot nhat. Ke ho(;lch marketing chien thu?t (tactical marketing plan)
chi dinh cac chien thu?t marketing, bao gom cac tinh nang san pham, khuyen mai, ban hang,
XA Y Dl,IN G CH IEN L UOC VA KE HOAC H MARKET IN G
I
CHUONG 2
gia ca, kenh ban hang va dich VlJ. Toan b(> ke ho(;lch, thljc hi~n
va kiem soat chu trinh ho(;lch
trong Hinh 2.1. Tiep theo, chung ta xem xet vi~c
l~p
ke ho(;lch
dinh chien hiQ'c duqc the hi~n
a moi b6n cap d(> cua to chuc.
"
~
~.
~
-::
-
~
-
~,<
~
ve cac b~c
Vai vf dl)
BANG 2.1
,
----- --- --- - -
~
-
"
-
,
thay marketer
-
---- --- -
-
-
.
~
Enterprise Rent-A-Car
Red Bull
Apple
Google
Ritz-Carlton
Bang & Olufsen
Harley-Davidson
Samsung
Best Buy
Honda
Southwest Airlines
BMW
IKEA
Starbucks
Caterpillar
LEGO
Target
Club Med
McDonald's
Costco
Nike
Disney
Nordstrom
eBay
Procter & Gamble
Electrolux
Progressive Insurance
.c
om
Amazon.com
Tesco
Toyota
Virgin
sv
Wal mart
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Whole Foods
~
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Corporate planning
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Planning
Division planning
Controlling
Organizing
Measuring results
~
Implementing
w
t
t
Implementing
Business planning
Product planning
l
Hinh. 2.1
Qui trinh
hoq.ch dinh,
thuc thi va
ki~m
soat
chien lliQc
Taking corrective
action
djnh chien lUQc cong ty
Ho~ch
va
lf
~
Diagnosing results
I
bQ
ph~n
Cho du hQ de cho cac don vi kinh doanh cua minh d~t
ra cac ffil,lC tieu va chien luqc cua rieng
hQ ho~c
hQ'p tac thljc hi~n,
tat ca cac trl,l so chinh doanh nghi~p
deu thljc hi~n
b6n ho(;lt d(>ng
l~p
ke ho(;lch:
1.
Xac dinh SU m~nh
2.
Thanh l~p
cua doanh nghi~p
cac don vi kinh doanh chien lu'qc
47
48
PHAN 1
HIEU VE QUAN TRI MARKETING
3.
Phan b6 nguon ltjc cho tling don vi kinh doanh chien h.tQ'c
4.
Danh gia co Mi tang tn.tong
Chung ta se xem xet ngan gc;m ve tling quy trinh.
'
•
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...~ ,,, . . . ~.;n"i1?fol:'!p\,-
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•
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h' ,l:l
Cac thach thuc ma Giam doc Marketing (CMO) phai doi m~t
la cac yeu to thanh cong rat nhieu va da dc;rng. CMO
phai c6 ky nang d!nh luqng va d!nh tlnh tot; h9 phai c6 thai d(> d(>c l~p,
kha nang kinh doanh nhung lam vi~c
ch~t
che voi cac b(> ph~n
khac; va h9 phai nam bat du'qc tieng n6i cua ngu'O'i tieu dung, nhung ngu'O'i tieu dung
chu'a c6 hieu biet sau sac ve each marketing t<;io ra gia tr!. Hai phan ba cac CMO hang dau cha rang lqi We dau tu'
marketing (ROMI) se la thu'oc do chi nh cha hi~u
qua cua h9 trong nam 2015.
M(>t CUQC khao Sat 200 giam doc dieu hanh marketing cap cao ve nhung pham chat barn sinh Va h9C du'qc
ma h9 cha la quan tr9ng nhat duqc tra IO'i nhu' sau :
Kinh nghi~m
toan cau
Chuyen man da kenh
Kinh nghi~m
da nganh
T~p
trung ky thu~
so
Kien thuc v~n
hanh
.c
•
•
•
•
•
sv
Ngu'O'i chap nh~
rui ro
San sang dua ra quyet d!nh
Kha nang giai quyet van de
Thay doi tac nhan
D!nh huang ket qua
om
Pham chat do hoc duO'c
Pham chat barn sinh
•
•
•
•
•
.
.o
Xay dl,fng nang 11,fc marketing thlch U'ng.
Chien thang trong cu(>c chien gianh nhan Slf marketing tai nang.
That ch~t
w
2.
3.
4.
5.
Dong vai tr6 la ngu'O'i c6 tam nhln cha tu'ong lai cua doanh nghi~p
slj lien ket voi ban hang.
Chiu trach nhi~m
ve lqi nhu~
w
1.
nt
hi
Cac chuyen gia tiep th! George Day va Robert Malcolm tin rang ba d(>ng 11,fc se thay doi vai tr6 cua CMO trong
nhung nam tai: (1) xu hu'ang th! tru'O'ng c6 the dlf doan duqc, (2) Slf thay doi vai tr6 cua nh6m c (C suite) va (3)
khong chac chan ve nen kinh te va thiet ke to chuc. H9 xac djnh nam u'u tien cha bat ky CMO thanh cong nao:
tren chi tieu marketing.
w
C6 le vai tr6 quan tr9ng nhat cua bat ky CMO nao la truyen tai quan diem cua khach hang vao quyet djnh
kinh doanh tac d(>ng den diem ch9m/touch point cua khach hang (noi ma khach hang tu'O'ng tac trljc tiep hay
gian tiep voi doanh nghi~p)
cua bat ky khach hang nao. Cang ngay, insights cua khach hang phai c6 tr9ng tam
toan cau. Nhu' m(>t nha lanh d<;io doanh nghi~p
tlm kiem hang dau da n6i, "CMO cua ngay mai se phai c6 kinh
toan cau va quoc te. B9n c6 the lam dieu d6 ma khong can song nu'ac ngoai ... nhu'ng b<;in phai tiep
nghi~m
xuc voi nhung th! t ru'O'ng d6. N6
ra cha b<;in nhung each kinh doanh moi, tang d(> nh9y cam van h6a va tang
ti nh Jinh ho9t:'
ma
a
Nguon: Jennifer Rooney, "CMO Tenure Hits 43-Month Mark," Forbes, June 14, 2012; Steven Cook, "It's Time to Raise the CMO Bar," www.
cmo. com , January 24, 2012; "From Stretched to Strengthened: Insights from the Global Chief Marketing Officer Study, " IBM GMO C-Suite
Studies, October 2011; Natalie Zmuda, "Global Experience Rises as Prerequisite to Getting Ahead," Advertising Age, June 10, 2012; George S.
Day and Robert Malcolm, "The CMO and the Future of Marketing," Marketing Management, Spring 2012, pp. 34-43; Marc De Swann Arons
and Frank Van Den Driest, The Global Brand CEO: Building the Ultimate Marketing Machine (New York: Airstream , 2011 ); Marylee Sachs, The
Changing MO of the GMO: How the Convergence of Brand and Reputation Is Affecting Marketers (Surry, England: Gower, 2011 ); Marylee
Sachs, What the New Breed of CMOs Know That You Don 't (Surry, England: Gower, 2013).
xAc 81NH SU M~NH
CUA DOANH NGHl~P
M9t to chuc ton t<;ti de thtjc hi~n
m9t dieu gi d6: t<;to ra 6 to, cho vay ti en, cung cap chO o dem.
Theo thO'i gian, nhi~m
V\l co the thay doi de dap ung v6'i cac co Mi ho~c
dieu ki~n
thi tntO'ng
XAY Dl)NG CH IEN LUOC VA KE HOACH MARKET IN G
CHUONG 2
49
Steelcase da
thanh c6ng
nhieu hdn bang
each xac dinh
l?i ho?t aong
kinh doanh cua
mlnh rong hdn
so vdi chi c6
noi that van
ph6ng .
..5
ij ...._...........
sv
.c
om
m6'i. Amazon.com da thay doi SU m~nh
cua minh tu vi~c
tro thanh cua hang sach tn;ic tuyen
l6'n nhat the gi6'i sang tham v9ng tro thanh cua hang tn,tc tuyen Ion nhat the gi6'i; eBay da
thay d6i tli dieu hanh dau gia trgc tuyen cho nguoi suu tam sang dieu hanh dau gia tn,tc tuyen
hang h6a; va Dunkin's Donuts da chuyen diem nhan san pham tU banh donuts
tat ca ck lo~i
sang ca phe.
.o
nt
hi
De xac dinh SU m~nh
cua minh, m9t doanh nghi~p
nen tra loi cac cau hOi kinh dien 13 cua
cua chung ta Ia gi? Khach hang la ai? Gia tri t~o
ra cho khach hang
Peter Drucker: Cong vi~c
cua chung ta se tro thanh cai gi? Doanh nghi~p
cua chung ta nen lam gi?
la gi? Doanh nghi~p
Nhung cau hOi nghe c6 ve don gian nay la m9t trong nhung cau hOi kh6 nhat ma m9t doanh
nghi~p
se phai doi m~t.
Cac doanh nghi~p
thanh cong lien tt,ic hOi va tra loi dieu nay.
w
w
w
8!NH NGHTA KINH DOANH Ck doanh nghi~p
thuong tljxac dinh ban than dt;ia tren
san pham: HQ lam trong ''nganh kinh doanh o to," ho~c
"kinh doanh quan ao:' Tuy nhien,
thuong mo ta doanh nghi~p
la m9t qua trinh lam
Dinh nghi'a thi tntO'ng cua m¢t doanh nghi~p
thoi; nhu cau Cd ban va nh6m khach hang ton t~i mai
thoa man khach hang. San pham la t~m
mai. Giao thong v~n
tai Ia m¢t nhu cau: ngt;ia va xe ngt;ia, o to, duong sat, hang khong, tau, va
xe tai la nhung san pham dap ling nhu cau d6. Xem xet each ma Steelcase tiep c~n
dinh nghia
thi truong cho doanh nghi~p
cua minh. 14
• · ~·
· ....~·,a
·~t,
~t
~ ~· ph~g
·~ · ~ay
·~t
· ~ ·~,ilc
· t~ · ~ · ~
mlnh la "nha lanh d<;io toan cau trong vi¢c cung cap trai nghi¢m lam vi¢c trong m6i tn.tong van phong:'
Xac djnh kinh doanh
r(>ng, clju CEO James Hackett tin rang, "c6ng vi¢c c6 the dVQ'c chuyen ra ngoai
van phong d6 la nhung insights ma Steelcase da hieu duqc (va dua vao trang bi n(>i that van phong t<;ii
nha, truong hQc va ca ch am soc sue khoe):' Steelcase su dL,mg m(>t nh6m nghien cuu gom 23 nguoi de
d<;it dVQ'c nhung thau hieu ben trong c16 va thljc hi¢n cac cu(>c phong van, khao sat, quay phim cac ho<;it
d(>ng van phong va SU dl,mg cac cam bien de do IVong each cac nhan vien SU dl,lng phong va do d<;ic. Vf
dl,l nhl1 cac doanh nghi¢p dang O~t
hang ft dan san pham tu Va tu ho Sd, va d~t
nhieu hon cac bang ghe,
ban va ghe ngoi quan ca phe de nhan vien d(>ng nao (brainstorm) va ph6i hQ'p v6'i nhau. Hackett djnh
nghia XU hu6'ng la vi¢c chuyen Wtam ly cua "l/Fixed"thanh tam ly"We/Mobil:' Hi¢u suat tang la ml,IC tieu
quan tr9ng cua doanh nghi¢p. Neu cam thay n6 se lam cha nguoi lao d(>ng h<;inh phuc hon va nang suat
hon, Steelcase c6 the thuyet phl,JC m(>t doanh nghi¢p hi¢n d<;ii h6a va nang cap n(>i that van phong cua
mlnh.
ma
sa
so
PHAN 1
I
HIEU
VE
QUAN TR! MARKETING
Xem xet cac doanh nghi~p
ve m;Jt nhu du khach hang co the gQ'i ynhfing Cd h9i phat trien
them. Bang 2.2 Mt ke cac doanh nghi~p
da chuyen doi d!nh nghia kinh doanh tu san pham
sang th! tniong.
Khai ni?m thi truifng mljC tieu co XU hu6'ng t~p
trung vao vi~c
ban ffiQt san pham ho;Jc djch
V\l cho th! truong hi~n
Pepsi co the xac djnh th! trtiong ffi\lC tieu cua minh la tat ca nhfing
t~i.
ntioc
nguoi uong ntioc ng9t co gas, va do do cac doi thu qnh tranh se la cac doanh nghi~p
ng9t co gas khac. Tuy nhien, khai ni?m thi truang chien luQ'c cfmg t~p
trung vao th! truong tiem
nang. Neu Pepsi xem xet tat ca nhung nguoi co the uong thu gi do de giai khat, thi slj qnh
tranh se bao gom ntioc ng9t kh6ng gas, ntioc dong chai, ntioc ep trai cay, tra va ca phe.
Tuyen bo su m~nh
.c
tot co nam d;Jc diem chinh.
om
XAY DVNG MOT TUYEN BO SU M~NH
M9t tuyen b6 su m~nh
ro rang, chu dao,
thuong dtiQ'c hQ'p tac phat trien va chia se dmg voi cac nha quan lY, nhan vien va khach hang,
nham cung cap ffiQt cam nh~
chung Ve ffi\lC dich, phtiong htiong va Cd hQi. 0 tqng thai tot
nhat, no phan anh m9t tam nhin, "m9t giac mo gan nhti kh6ng the co duqc" cung cap djnh
hu6'ng tu 10 den 20 nam toi. Akio Morita, CljU chu tjch cua Sony muon m9i nguoi co quyen
truy c~p
vao "personal portable sound," vi v~y
doanh nghi~p
cua 6ng da t~o
ra Walkman va
may nghe nh~c
CD cam tay. Fred Smith muon gui thu bat cu noi nao o Hoa Ky truoc 10:30
6ng ay da t~o
ra FedEx.
sang ngay horn sau, vi v~y
Ttj,p trung vao mqt so ml}C tieu ht}n cht. So sanh voi mQt tuyen b6 SU m~nh
mo h6
nhu "De xay dl;ing tong gia tr! thuong hi~u
bang each doi moi de mang l~i gia tr! khach
khach hang nhanh hon, tot hon so voi doi thu qnh tranh"
hang va kha nang lanh d~o
voi m9t tuyen b6 SU m~nh
day tham VQng nhung t~p
trung hon cua Google la "To
organize the world's information and make it universally accessible and useful:'
2.
Nhan mt}nh vao nhfing chinh sach va gia tr; quan tr(Jng cua doanh nghi¢p. Thu
vi tlj do lao d9ng ca nhan de nhan vien hanh d9ng nhat quan trong cac van
h~p
ph~m
de quan tr9ng.
3.
Xac djnh cac linh vl}'c Ct}nh tranh chinh ma doanh nghi¢p se hot}t dqng.
tom tat m9t so khia qnh qnh tranh chinh cho cac tuyen b6 SU m~nh.
4.
Co tam nhin dai ht]n.
Ban quan tr! chi nen thay doi SU m~nh
Bang 2.3
khi no kh6ng con phu
w
hQ'p.
w
w
.o
nt
hi
sv
1.
BANG 2.2
Khai ni~m
san pham
Khai
ni~m
th! tru'ong
Union Pacific Railroad
Chung t6i v~n
Xerox
Chung t6i lam thiet b! sao chep.
Chung t6i giup cai thi~n
van phong.
Hess Corporation
Chung t6i ban xang. __./
Chung t6i cung cap nang ILfQ'ng.
Paramount Pictures
Chung t6i lam phim.
Chung t6i kinh doanh giai trf.
Encyclopaedia Britannica
Chung t6i ban bach khoa toan thlf trlfc
tuyen.
Chung t6i phan ph6i thong tin.
Carrier
Chung t6i lam dieu hoa kh6ng khf va lo
slfoi.
Chung t6i cung cap thiet b! kiem
soat kh6ng khf trong nha.
hanh mc)t ducrng sat
Chung t6i la ac)ng llfc djch chuyen
nglfai va hang h6a.
nang suat
XAY DUNG CHIEN LUOC VA KE HOACH MARKETING
I
CHUONG 2
51
Cang ngan g9n, dang nho va y nghia cang tot. Chuyen gia tu van marketing Guy
Kawasaki ung hQ vi~ c phat trien cac d.u than chu cua doanh nghi~p
co ba den b6n tu,
chang h<;m nhu "Enriching Women's Lives" (T<;lm dich: Lam giau CUQC song cua phl;l
.1 5
nu) cua Mary Kay-thayvi nhung tuyen b6 SU m~nh
5.
BANG 2.3
• Nganh cong nghi~p.
M(>t s6 doanh nghi¢p chi hoqt a(>ng trong m(>t nganh; m(>t s6 chi trong m(>t t¢p hqp
eek nganh c6ng nghi¢p lien quan; m(>t s6 chi trong hang h6a c6ng nghi¢p, hang tieu dung hoqc dfch vv; va
m(>t s6 nganh c6ng nghi¢p b6t ky khdc.
•
Caterpillar t~p
tieu dung.
trung vao thj tn1ong c6ng nghi~p;
John Deere hoc;it d<)ng trong thj truong c6ng nghi~p
va
• Sim pham va ung dl;lng. Cac doanh nghi¢p xdc afnh phqm vi cdc son pheim VO ung dvng hQ se cung cap.
SU' m~nh
cua St. Jude Medical la "develop medical technology and services that put more control into the
hands of those who treat cardiac, neurological and chronic pain patients, worldwide. We do this because we
are dedicated to advancing the practice of medicine by reducing risk wherever possible and contributing
va djch VL;J y te giup kiem soat
to successful outcomes for every patient" (Tc;im djch la phat trien c6ng ngh~
nhieu hem cha nhung b~nh
nhan dieu trj b~nh
dau tim, than kinh va dau man tfnh tren toan the gioi. Chung
toi lam dieu nay boi vi chung toi muon thuc day Slf phat trien thljc hanh y khoa bang each giam rui ro bat CU
khi nao c6 the va g6p phan mang lc;ii ket qua tot d~p
cha b~nh
nhan:')
sv
.c
om
•
hi
• Nang h!c. Doanh nghi¢p xdc afnh phqm vi nang fife c6ng ngh¢ VO nang fife cot /{Ji khdc ma hQ gioi VO c6
!qi the.
nt
NEC cua Nh~t
Banda xay dlfng cac nang llfc cot 16i cua mlnh ve di~n
toan, truyen thong va cac thanh phan
de ho trq san xuat may tf nh xach tay, may thu hlnh va di~n
thoc;ii cam tay.
.o
•
• Phan khuc thj tru'ang. Loqi thf tnfang hoqc khdch hang ma doanh nghi¢p se phvc vv la phan khUc thf
Aston Martin chi san xuat nhU'ng chiec xe the thao hi~u
suat cao. Gerber phL;JC VL;J chu yeu cha th! trl1ong tre em.
w
•
w
tnJang.
tcr nguyen li¢u th6 aen son pheim cu6i cung va phan
ph6i ma m(>t doanh nghi¢p se tham gia.
c6 phc;im vi d9c Ion. American Apparel nhu<)m, thiet ke, may, lam th!
• 0 m<)t g6c de) la cac doanh nghi~p
w
• Phan phoi dc;>c. Phan ph6i d9c la s6 luqng dip kenh,
a
truong va phan phoi hang may m~c
ra khoi m<)t toa nha trung tam thanh pho Los Angeles. 16
e 0 m<)t g6c de) khac la "cac t~p
doan rang;' ma hQ thue ngoai San xuat gan nhl1 tat ca hang _
h6a Va djch VL;J
cha cac nha cung cap. To baa Metro duqc xuat ban trong 56 phien ban tc;ii 22 quoc gia tren bon IL;Jc dja va
nguoi c19c moi ngay. HQ chi thue m<)t vai ph6ng vien va kh6ng so hU'u may in; thay vao
duqc hon 17 tri~u
d6 n6 mua cac bai viet W cac ngu6n tin We khac nhau va thue ngoai tat ca vi~c
in an va phan Ion phan phoi
cha cac ben thU' ba. 17
ly. Phqm vi khu VlfC, qu6c gia hoqc nh6m qu6c gia ndi m(>t doanh nghi¢p se hoqt a(>ng, xdc afnh phqm
vi afa ly.
• M<)t so doanh nghi~p
hoc;it d<)ng tc;ii m<)t thanh pho ho~c
tieu bang CL;J the. NhU'ng doanh nghi~p
khac la
cac c6ng ty da quoc gia nhu Deutsche Post DHL va Royal Dutch/ Shel l, moi c6ng ty hoc;it d<)ng tc;ii hon 100
• E>ja
quoc gia.
THANH LAP
cAc £>ON Y! KINH DOANH CHIEN LUOC
Cac doanh nghi~p
16'n thuong quan ly cac don vi kinh doanh khac khac nhau, moi don vi doi
hOi chien luQ'c rieng. Da co luc, General Electric phan lo<;li cac don vi kinh doanh cua minh
52
PH.AN 1
I HIEU VE QUAN TRI MARKETING
thanh 49 ddn vj kinh doanh chien lu<jc
(SBUs ). M<)t SBU c6 ba d~c
diem:
La m<)t doanh n g hi~p
d<)c l ~ p, ho~
c
m<)t t~p
hQ'p de doanh nghi~p
lien
c h rieng
quan, c6 the duQ'c len ke ho~
bi~t
v6'i phan con l~i cua doanh
1.
nghi~p
.
2.
hQ'p de doi thu qnh tranh cua
C6 t~p
riengminh.
3.
C6 m<)t nguoi quan ly chiu trach
nhi~m
l~p
ke ho~c
chien luQ'c va t~o
ra lQ'i nhu~,
kiem soat hau het de
yeu to anh huong den lQ'i nhu~.
.c
om
Ml;lC dich cua vi~c
xac dinh de don vi
kinh doanh chien luQ'c cua doanh nghi~p
la de phat trifo de chien luQ'c rieng bi~t
va
phan bo quy dau tu phu hQ'p. Nha quan tri
cap cao biet danh ffi\lC dau tu Cua cac don
vi kinh doanh thuong bao gom "ket qua
cua ngay horn qua" ciing nhu "nguoi chien
thang cua ngay mai:' Liz Claiborne da chu
tr~mg
hon vao m<)t so doanh nghi~p
tre
cua minh nhu Juicy Couture, Lucky Brand
Jeans, Mexx va Kate Spade trong khi ban
khong c6 tiengvang tuong tlj (Ellen Tracy, Sigrid Olsen va Laundry).
sv
~
(Q)
·~
a
.o
nt
cac doanh nghi~p
PHAN BO NGUON L~C
CHO MOI SBU 18
w
Metro thue
ngaai phan
Ion cac haq.t
dong san
xuat va v ~ n
hanh cha cac
ta baa khac
nhau xuat
ban cac thi
tn.tong tren
the gioi. -
hi
"
Khi da xac dinh SBUs, nha quan tri phai quyet dinh each phan bo nguon lt;ic cua doanh
nghi~p
cho tung SBUs. Ma tr~n
GE/McKinsey da phan lo~i
tling SBU theo muc d<) lQ'i the
qnh tranh va sue hap clan cua nganh. Nha quan tri c6 the quyet dinh phat trifo, "Harvest/
ho~c
thu ho~c"
rut tien ho~c
duy tri kinh doanh. BCG's Growth-Share Matrix da su d\lng thi
phan c6 lien quan va toe d<) tang truong thi truong hang nam lam tieu chi cho cac quyet dinh
dau tu, phan lo~i
cac SBU la Dogs, Cash Cows, Question Marks va Stars.
w
'"-.,;~
w
l'J
I Hinh
2.2 I
16 hong ho~c
dinh chien lu:Qc
Desired
sales
Oiversitication growtn
Strategic-Planning
Gap
Integrative growth
Intensive growth
\
0
2
3
Time (years)
Current
portfolio
4
5
XAY DU NG C HIEN LUOC VA KE HOACH MARKETING
I
CHUONG 2
53
Cac mo hinh ho(;lch dtnh danh ml;IC dau
tu nhu the nay phan l6'n khong duQ'c ling he)
vi qua don gian va chu quan. Cac phuong
phap m6'i hon dlja vao phan tich gia trt co
dong va vao vi~c
gia trt tht tru'.ong cua
li~u
m<)t doanh nghi~p
c6 l6'n hon v6'i SBU hay
khong can SBU. Nhung tinh toan gia td nay
danh gia tiem nang cua m<)t doanh nghi~p
dlja tren cac co' hQi tang tru'.ong tu vi~c
mo
r<)ng toan cau, tai dinh vi ho~C
dinh l(;li ml;IC
tieu va thue ngoai chien luQ'c.
£>ANH GIA Cd HQI
TANG TRUONG
.c
om
Danh gia de co h<)i tang truong bao gom
ke ho(;lch cho de doanh nghi~p
m6'i,
thu h~p
quy mo va cham dut de doanh
di. Neu c6m<)t16 hong giUa doanh
nghi~p
so mong muon trong tu'.o'ng lai va doanh so
dlj kien, nha quan trt se can phat trien ho~c
mua l(;li de doanh nghi~p
m6'i de lap day.
sv
l~p
w
.o
nt
hi
Hinh 2.2 Minh h9a lo hong ho(;lch dinh
chien luQ'c nay cho m<)t nha san xuat gia
dinh vecac di:a DVD trang c6 ten Cineview.
Cac dv an duong cong thap nhat dv kien
doanh so tu danh ml;lc dau tu kinh doanh hi~n
t<;li trong 5 nam sau. Doanh so cao nhat mo ta
mong muon so v6'i ci:mg ky. Ro rang, doanh nghi~p
muon phat trien nhanh hon nhieu so v6'i
kinh doanh hi~n
t(;li se cho phep. Lam the nao c6 the lap day lo hong ho(;lch dtnh chien lu'.Q'c?
w
w
Llja ch9n dau tien la xac dtnh de co' h<)i phat trien o don vi kinh doanh hi~n
t(;li (co' h<)i
chuyen sau). Thu hai la xac dtnh co' hQi xay dljng ho~c
mua l(;li de doanh nghi~p
lien quan
den de kinh doanh hi~n
t<;li (co' hQi tich hQ'p). Thu ba la xac dtnh co' h<)i de b6 sung them de
doanh nghi~p
khong lien quan nhung hap clan (co' hQi da d(;lng h6a) .
Nha quan trt doanh nghi~p
tru6'c tien nen xem xet cac co hQi
cai thi~n
kinh doanh hi~n
c6. M<)t mo hinh huu ich la "m<)t m(;lng lu6'i mo r<)ng tht tru'.ong
san pham," de xem xet de co' hQi tang tru'.ong chien lu'.Q'c kinh doanh de san pham va tht
truong hi~n
t<;li ding nhu m6'i.
TANG TRUONG MANH
~
Tru6'c tien, doanh nghi~p
can nhac li~u
h9 c6 the gianh duQ'c nhieu tht phan hon v6'i de
san pham hi~n
t<;li trong tht tru'.ong hi~n
t(;li cua h9 hay khong, bang each SU dl;lng chien ht(J'c
c6 the tim ho~c
phat trien thi truong m6'i cho
tham nhqp thj truang. Tiep theo, can nhac li~u
de san pham hi~n
t<;li cua minh hay khong bang chien lu(J'c phat triln thj truang. Sau do, h9 can
c6 the phat trien de san pham m6'i cho cac tht tru'.ong hi~n
t<;li cua minh v6'i chien
nhac li~u
lu(J'c phat triln san pham hay khong. Cuoi cling; doanh nghi~p
ding se can nhac cac co h<)i de
phat trien san pham m6'i cho de thi truong m6'i trong chie'n lu(J'c da dCJng h6a. Xem xet each
ESPN da theo duoi nhieu co' hQi tang truong (xem Hinh 2.3 ) .19
········ ········ ···· ···· ·· ·······
. ·· ····· ······ ·· ···········.··············· ··· ······· ·· ....... ...... ........ ........ ... .. .... ... ..... ...... .... .... ... ..... .. ...... ..... .. .
ESPN Thong qua t~p trung vao chucmg trlnh the thao va tin tuc, ESPN da phat trien tli m(>t dai
truyen hlnh nh6 trong khu vlfc thanh m(>t ten tuoi Ion nhat trong gioi the thao. Dau nhung nam 1990,
Liz Claiborne
da chu trong
nhieu hdn vao
cac cua hang
Juicy Couture
cua minh so
voi cac nganh
kinh doanh
dang phat
trien cMm
khac.
54
I Hl~U
PHAN 1
VE QUAN
TRI MARK ETING
Walt Disney
ESPN Brand Hierarchy
ESPN La
Revisita
Revisita
Interactive
Television
ESPN
Zone
ESPN Wide World
Sports Complex
ESPN Mobile
ESPN
Books
ESPN
Other Media
om
Online
ESPN
Music
I
ESPNRadio
.com
I
ESPNDeportes
.com
IJ ESPNSoccer
net.com
ESPNCricinfo
.com
I
ES~;um
ESPNF1 .com .
ESPN
Radio
sv
.c
ESPN com
·
I
I
ESPN Deportes
Radio
I
ESPN
Rise
....,..,.,......,...,,..
ESPNw
I
ESPN on
ESPN
u _ _ _A_Bc____ -E-SP_N_ci_as_sic_, __o_ep_ort
_e_s ,._, ESPN News
_ ..._E_sP_N_3_D'......,,,,._E_sP_N_
hi
ESPN2
.o
w
Cd h<'.)i phat trien cua ESPN
nt
Hinh 2.3
-
........,..,..,._.........
w
w
doanh nghi$p da xay dl,lng m(>t ke hoc;ich avqc can nhac ky lv6'ng: Bat cu nai nao ngvoi ham me) the
thao theo d6i, d9c va thao lu~n
ve the thao, ESPN se o d6. H9 theo duoi chien lu'Q'c nay bang each mo
r(>ng thvang hi$u cua mlnh va hi$n bao g6m 1o kenh truyen hlnh cap, trang web, tc;ip chf, m(>t vai nha
hang (Khu vvc ESPN), han 600 chi nhanh phat thanh dja phvang, phim nguyen ban va phim truyen
hlnh, xuat ban sach, danh ml,JC hang h6a the thao va cua hang trl,(c tuyen, tro chai am nhc;ic, video va
djch v1.:1 di d(>ng. ESPN International so huu m(>t phan ho~c
toan be) 47 mc;ing lvoi truyen hlnh ben ngoai
Hoa Ky va m(>t loc;it cac doanh nghi$p bo sung tiep c~n
ngvoi ham me) the thao o han 200 quoc gia va
vung lanh tho tren khap bay chau l1.:1c. Hi$n thu(>c so huu cua Cong ty Walt Disney, ESPN dong g6p 9,4 ty
$ doanh thu moi nam, tvang avang 3/4 tong doanh thu cua mc;ing cap Disney. Nhu'ng c6 le SV ton vinh
Ion nhat doi voi sue mc;inh thvang hi$u den W m(>t nguoi dan ong trong nh6m thao lu~n
n6i rang "If
ESPN was a woman, I'd marry her:'
V~y
lam the nao Cineview c6 the SU dvng ba chien luQ'c tang tru'.ong chuyen sau nay de
tang doanh thu? H9 c6 the co gang khuyen khich khach hang hi~n
t<;li cua minh mua them
bang each chung minh lQ'i ich cua vi~c
SU dvng dia DVD de luu trfi du li~u
c<)ng them luu
trfi video. H9 cling c6 the c6 gang thu hut khach hang cua d6i thu qnh tranh neu nh~
thay
chuong trinh marketing. Cuoi dmg, Cineview c6 the
diem yeu l6'n trong cac san pham ho~c
co gang thuyet phvc nhung nguO'i kh6ng su dvng bat dau su dvng dia DVD trang.
Cineview c6 the SU dvng chien luQ'c phat trien thi tru'.O'ng nhu the nao? Dau tien, co gang
xac dinh cac nh6m nguO'i dung tiem nang trong cac linh vtjc ban hang hi~n
t<;li. Neu chi ban
dia DVD cho thi truO'ng tieu dung, co the tham nMp thi truO'ng van phong va nha may. Thu
XA Y DUN G C HI EN LUQC VA KE HOAC H MAR KETIN G
I
CHUONG 2
55
hai, c6 the tim kiem eac kenh phan ph6i b6 sung bang each them cac kenh ban hang d~i
tra
ho~c
tnjc tuyen. Thu ba, doanh nghi~p
c6 the ban t~i eac dia diem moi 0 nu'oc so t~i ho~c
nu'oc ngoai.
Nha quan tri ding nen xem xet eac kha nang ve san pham moi. Cineview c6 the phat trien
eac tinh nang moi
nhu kha nang luu tru du li~u
bo sung ho~c
do ben cao hon. C6
~ chang h~n
the cung cap eac ma DVD o hai muc chat lu'Q'ng tro Ien ho~c
c6 the nghien cuu mot cong
c6 kha nang thay the nhu' 6 ma flash.
ngh~
Nhung chien luQ'c tang tru'ong chuyen sau nay dua ra mot s6 each de phat trien, tuy nhien,
slj tang tru'ong d6 c6 the khong du, va nha quan tri cling phai tim kiem them eac co' hoi tang
tru'ong tich hQ'p.
om
c6 the tang doanh thu va lqi nhu~
TAN G TRUO NG HQ I NHAP Mot doanh nghi~p
thOng qua hoi nh~p
phia sau, phia tru'oc ho~c
theo chieu ngang trong nganh. Merck da thanh
lien doanh tU nam 1989 voiJohnson &Johnson de ban du'Q'c pham khong ke don va nam
l~p
1991 voi DuPont de mo rong nghien cuu co' ban. Nam 1997, Merck va Rhone-Poulenc S.A
ve sue khoe dong v~t voi
(bay gio la Sanofi-Aventis S.A.) da ph6i hQ'p gilla ck doanh nghi~p
gen di truyen gia cam thanh l~p
nen Merial Limited. Cu6i dmg, Merck mua l~i ScheringPlough vao nam 2009. 20
·~
I ~-·
AN~
- -~!·
.o
•
nt
hi
sv
.c
Sap nh~p
ngang va lien minh khong phai luon ho~t
dong hi~u
qua. Vi~c
sap nMp gilla
Sears va Kmart d~ khong giai quyet duQ'c van de cua nha ban le. 21 Nextel Communications
Inc. da sap nMp voi Sprint vao nam 2005 la dieu ma eac nha phan tich tai chinh cua Bloomberg g9i la mot V1J sap nMp tOi t~ nhat trong 1O nam qua, mot phan do m~ng
luoi khong
tu'ong thich cua h9. 22 Hay xem xet nhung thach thuc ma United va Continental phai d6i m~t
trong V1;l sap nh~p
cua h9.23
s~p ~hpn
~ag
· k~Ong
~, - ~;-!
-~
w
w
w
khan, day nhung quy djnh va m(>t lo;;it can nhac c6 kha nang xung d(>t ve an toan, chi phi, kieu dang,
ti~n
d(> tin c~y,
lqi, toe a(> va ti~n
nghi. Vi~c
sap nh~p
United v6'i Continental c6 y nghTa ve m~t
chien
lu'qc va tai chi nh, nhu'ng cac van de h~u
can du'ong nhu' la VO t~n
vi hai hang hang kh6ng dieu hanh
doanh nghi~p
cua hQ theo nhung each rat khac nhau, tlJ thu tl;lC len may bay cha aen each hQ du'a
may bay vao cong. Ngay ca ca phe cung la m(>t van de nhuc nh6i; United ph1:1c Vl:J Starbucks trong khi
ChLidng trlnh
SportsCenter
hang dau cua
ESPN la mot mo
neo cua m~ng
luoi truyen hinh
va cac doanh
nghiep the thao
lien quan.
56
PHAN 1
HIEU VE QUAN TRI MARKETING
Continental su d~ng
mc)t doanh nghi~p
c6 ten Fresh Brew. Sau khi nghien cuu sau rc)ng, mc)t thoa hi~p
phu hqp da au'qc xac d!nh-mc)t hon hqp tu'di nh~
hdn c6 ten la Journeys-nhLfng khach hang kh6ng
bi an tuqng cho den khi doanh nghi~p
phat hi~n
ra hai hang hang kh6ng c6 nhung thung bia khac
nhau va ca i thung cua United thljc Sl/ bl ro r1 nLfoc va lam loang ca phe. Cac g6i g6i moi da duqc aLfa vao
de giai quyet van de.
M~t
nh~p.
khacJ de cong ty truyen thong da g~t
hai duqc nhung lqi ich tu slj tang tru'ong hQi
Xem xet each NBC Universal da t~n
dt.mg m9t trong de tai san cua hQ: 24
Sau khi phat hanh be) phim Curious George nam 2006 qua Universal Pictures)
chu'ong trinh truyen hinh Curious George da duqc chieu tren PBS Kids duoi d?ng
hqp tac san xuat cua Universal Studios Family Productions) Imagine Entertainment va WGBH Boston. Universal Studios Hollywood hi~n
dang co Adventures
of Curious George, no'i tre em co the "t~n
huong cam giac ngam minh trong m<)t be
nu'oc 500 gallons (tu'o'ng du'ong v6'i 1893 lit) va hang ngan bong bong xa phong
bay ... "
nt
hi
sv
.c
om
co the thau
Cineview co the d?t duqc slj tang tru'ong h<)i nMp nhu' the nao? Doanh nghi~p
tom m<)t ho~c
nhieu nha cung cap) chang h?n nhu' de nha san xuat v~t
nht;taJ de gianh
li~u
t?o ra nhieu lqi nhu~
hon thong qua hQi nh~p
nguqc. Co
quyen kiem soat nhieu hon ho~c
bi~t
the thau mua m<)t so nha ban buon ho~c
ban le, d~c
neu hQ co lqi nhu~
caoJ bang h<)i
nMp ve phfa tru'oc. Cu6i cling, Cineview co the thau tom m<)t ho~c
nhieu doi thu qnh tranh,
mien la chinh phu khong ngan can slj hQi nh~p
theo chieu ngang nay. Tuy nhienJ nhung
nguon h;tc moi nay van co the khong giup d?t duqc so luqng ban hang mong muon. Trang
tru'ong hqp doJ cong ty phai xem xet da d?ng h6a.
w
w
w
.o
TANG TRUONG 8A DANG HOA Tang truong da d?ng h6a co y nghia khi de co
hQi tot ton t?i ben ngoai vi~c
kinh doanh hi~n
t?i-nganh cong nghi~p
rat hap dan va doanh
co slj ket hqp dung dan de the m?nh kinh doanh de thanh cong. Tu m<)t nha san xuat
nghi~p
cho de san pham
phim ho?t hinhJ Walt Disney da chuyen sang nhuqng quyen de nhan v~t
hang hoaJ xuat ban de cuon sach vien tu'ong tong hqp duoi dau an Hyperion) gia nh~p
nganh
phat thanh v6'i kenh Disney Channel cua rieng minh ding nhu' ABC va ESPNJ phat trien de
nhu' cong vien giai tri theo chu deJ de kY nghiJ khu nghi du'ongJ va cung cap de trai nghi~m
nha hat va tau du Itch.
United va
Continental thay
rang th~
kh6
MP nhat cac
hang hang kh6ng
cua ho hdn la
viec chi gop logo
tren cac may bay
cua ho.
XAY Dl)NG CHIEN LUOC VA KE HOACH MARK ET ING
j
CHUONG 2
57
M<?t s6 lo;;ti hinh da d<;tng h6a Cineview c6 the su dl,lng. Dau tien, doanh nghi~p
c6 the
chc;m m<)t chi en htQ'c t?p trung (concentric strategy) va tim kiem cac san pham moi c6 sl;i
ho~c
ph6i hQ'p ve c6ng ngh~
marketing voi cac dong san pham hi~n
c6 de hap clan m9t nh6m
khach hang khac. C6 the bat dau m9t ho<;tt d<)ng san xuat dia CD vi hQ da biet each san xuat
dia DVD j ho~c
ho<;tt d<)ng san xuat 0 dia flash vi biet luu tru ky thu?t s6. Thu hai, c6 the SU
d\lng chien h.tc;Jc theo chieu ngang bang each san xuat hQp DVD nhl;ia, m~c
du chung doi h6i
m9t quy trinh san xuat khac. Cu6i dmg, doanh nghi~p
c6 the tim kiem cac lo;;ti doanh nghi~p
moi kh6ng c6 m6i quan h~ voi c6ng ngh~,
san pham ho~c
tht tru'.ong hi~n
t;;ti, thong qua chien
luc;Jc sieu t?p doan (conglomerate strategy) de xem xet vi~c
t(;lo ra phan mem ling dl,lng ho~c
cac to chuc ca nhan.
CO Doanh nghi~p
phai can
YA THOAI VON CAC DOANH NGHl~P
th?n bo bot, thu ho(;lch ho~c
thoai v6n cac doanh nghi~p
cu de giai ph6ng nguon ll;ic can thiet
cho cac ml,lC dich SU dl,lng khac va giam chi phi. De t?p trung vao cac ho(;lt d<)ng du Itch va
the tin d\lng cua minh, American Express da lo<;ti bo American Express Financial Advisors,
no'i cung cap baa hiem, quy tu'.o'ng he\ tu van dau tu va dtch V\l quan ly tai san va m6i gioi
(duc;Jc doi ten thanhAmeriprise Financial) . T?p doanAmerican International Group (AIG)
da dong y ban hai cong ty con cua minh la American General Indemnity Co. va American
General Property Insurance Co. cho t?p doan White Mountains Insurance Group nhu m<)t
phan cua chien luc;Jc tang truong dai h;;tn de lo(;li bo tai san du thua va t?p trung vao ho(;lt d<)ng
cot loi. 25
TO
CHUC VA VAN HOA
sv
.c
om
THU H~P
TO
CHUC
w
.o
nt
hi
L?p ke ho(;lch chien lu9c xay ra trong b6i canh cua to chuc. M<)t to chuc cua doanh nghi~p
bao gom cau true, chinh sach va van h6a doanh nghi~p,
tat ca deu c6 the tro nen r6i lo(;ln trong
m6i truong kinh doanh thay doi nhanh ch6ng. Trong khi cac nha quan trt c6 the thay doi cau
true va chinh sach (m~c
du g~p
kh6 khan) thi van h6a cua c6ng ty rat kh6 thay doi. Tuy nhien,
vi~c
thich nghi voi van h6a thuong la chia kh6a de thl;ic thi thanh c6ng m9t chien luc;Jc moi.
Van hoa doanh nghi~p
w
w
chinh xac la gi? M<)t so dtnh nghia la "nhung kinh nghi~m,
cau
niem tin va chuan ml;ic du9c chia se rieng bi~t
cua m<)t to chtic:' Buoc vao bat ky
chuy~n,
doanh nghi~p
nao va dieu dau tien gay an tuc;Jng voi b(;ln la van h6a doanh nghi~p-ca
an
m~c,
n6i chuy~n
voi nhau va chao hoi khach hang.
Rent-A-Car
auoc biet aen
voi van h6a
doanh nghiep
lay nglJCJi tieu
dung lam
trung tam .
58
PHAN 1
I HIEU VE QUAN TRI MARKETING
Van h6a lay khach hang lam trung tam c6 the anh huong den tat ca eac khia qnh cua m9t
to chuc. Cong ty Rent-A-Car mieu ta nhan vien cua h<;> trong chien dich quang cfo moi nhat
"The Enterprise WaY:' Thong qua chuong trinh ctao t<;io "Make it Right" cua minh, doanh
nghi~p
trao quyen cho tat ca nhan vien de dua ra quyet dinh cua rieng h<;>. M9t quang cfo
trong chien di ch, theo chu de "Fix Any Problem," de cling co ck cua hang o dia phuong cua
c6 quyen tht;ic hi~n
eac hanh dc)ng cua minh de toi eta h6a slj hai long cho
doanh nghi~p
, hh'ang.26
kh ac
SV 861 MOI MARKETING
Doi moi sang t<;io trong marketing la rat quan tr9ng. Nhung y tuong giau tri tuong tliQ'ng ve
chien luQ'c ton t<;ii o nhieu ndi trong mc)t doanh nghi~p.
Nha quan tri cap cao nen xac dinh
va khuyen khich nhung y tuong moi tu ba nh6m ct<;ii di~n
nhu: nhan vien c6 quan diem tre
trung ho?c eta d<;ing, nhan vien each xa tr\l so doanh nghi~p
va nhan vien moi vao nganh. Moi
nh6m c6 the thach thuc nhung quan diem tu truoc den gio cua doanh nghi~p
va kich thich
nhung y tuong moi.
hi
sv
.c
om
san pham
Reckitt Benckiser c6 tr\l so o Anh la m9t nha cai tien trong nganh cong nghi~p
tay rua gia d\lng bang each t<;io ra 35% doanh so tu eac san pham duoi ba nam tuoi. 27 Nhan
vien eta quoc gia cua hQ dtiQ'c khuyen khich ctao sau vao th6i quen cua nguoi tieu dung va
ctuQ'c khen thuong khi c6 thanh tich xuat sac. Krka-nha san xuat ck duQ'c pham theo toa,
eac san pham khong theo toa va eac san pham cham s6c sue kh6e c19ng v~t - c6 trt;l so t<;ii
Slovenia c6 mt;lC ctich t<;io ra hdn 40% tong doanh thu tu eac san pham moi. 28 "Marketing
Insight: T<;io ra marketing doi moi sang t<;io" mo ta each thuc ma eac cong ty hang ctau tiep
c~n
sl;f doi moi.
marketing
w
w
w
.o
nt
Cac doanh nghi~p
phat trien chien luQ'c bang each ch9n quan diem cua h9 ve tuong lai.
phan tich ltjch ban (scenario analyT~p
ctoan Royal Dutch/ Shell eta di tien phong trong vi~c
thich hQ'p cua m9t doanh nghi~p
trong tuong lai c6 the su dt;lng
sis), phat trien eac d<;ii di~n
eac gia dinh ve eac lvc clan dat thi truong va nhung bat on khac nhau. Ck nha quan tri suy
nghi ck cau hoi cho tling kich ban, "Chung ta se lam gi neu n6 xay ra?", ap d\lng m9t kich ban
c6 the xay ra nhat va xem eac huong clan de c6 the xac nMn ho?c khong xac nMn n6.29 Hay
xem xet eac thach thuc chien luQ'c ma nganh cong nghi~p
anh phai doi m?t. 30
cti~n
insight
T~o
ra marketing doi moi
sang t~o
Khi IBM khao sat cac CEO hang aau va cac nha lanh 090
dung aau CUa chfnh phu ve cac U'U tien, Slf aoi m6'i mo
hlnh kinh doanh va de xuat nhung each thuc OQC aao
cua hQ ve each thuc lam vi~c
auqc aanh gia cao. IBM c6
ajnh hu'6'ng rieng cho vi~c
aoi moi mo hlnh kinh doanh
cua hQ hu'6'ng aen Slf hqp tac CUa nhieu ben, ca trong
IBM va ben ngoai voi cac doanh nghi~p,
chfnh phu va cac
to chuc giao d1,1c. CEO khi a6 la Samuel Palmisano eta luu
<;rang ve Slf a(>t pha cua b(> xv I<; Cell, dlfa tren kien true
Power cua doanh nghi~p
se kh6ng the xay ra neu khong
c6 Slf hqp tac v6'i Sony va Nintendo, cung nhu' cac aoi thu
cua Toshiba va Microsoft.
Procter & Gamble (P&G) eta a~t
m1,1c tieu 50% san
pham m6'i aen tU' ben ngoai phong thf nghi~m-tu
cac
nha phat minh, nha khoa hQC va nha cung cap ve y
tvdng cho cac san pham m6'i c6 the auqc phat trien n(>i
b(>. Mark Benioff, CEO va dong sang l~p Salesforce.com,
tin rang chla kh6a Cho Slf aoi moi la kha nang thfch
aa mat thoi gian hang
ung. Trong khi doanh nghi~p
nam phl,I thu(>c vao nhung <; tvdng a(>t pha thl hQ eta
mua l9i hai cong ty voi gia 1 ty $ bO'i vi hQ khong au kha
nang tai chfnh de cha aqi va eta mua tong c(>ng 24
doanh nghi~p.
Nhu Benioff eta chu thfch: "Doi moi la
m(>t Slf lien tl,IC. B9n phai suy nghT ve each the gi6'i dang
phat trien va bien aoi. B9n c6 phai la m(>t phan cua Slf
lien tt,1c hay kh6ng?"
XA Y DU NG CHI E N LUOC VA KE HOAC H MARKET IN G
CHUONG 2
59
cac chuyen gia ve ky thu~,
thiet ke, san xuat, marketing,
b(> ph~n
thu mua va tai chfnh t;;ii Trung tam nghien cuu
va doi moi ho~c
Project House.
Cac cong ty nhu Facebook va Google khoi d(>ng qua
trlnh giai quyet van de sang t;;io bang each SU dl;lng Cl:Jm
W: "How might we? (Chung ta c6 the lam nhu the nao?)"
Tim Brown, CEO cua IDEO cho biet IDEO hoi "How might
we?" voi moi thach thuc thiet ke. "Phan 'How' (Lam nhu
the nao) gia djnh cho cac phuong an giai quyet-cung
cap Slf tlf tin sang t;;io." Phan 'might' (c6 the) cho phep
chung ta dua ra nhung y tuong 'c6 the' su dl;lng duc;c
ho~c
cung 'c6 the' khong, nhung ca hai each tren deu
on ... Va phan 'We (Chung ta)' bieu d;;it cho vi$c chung ta
se cung nhau thlfc hi$n va xay dlfng cac y tuong Ian
nhau:'
.c
om
Nguon: Steve Hamm, "Innovation: The View from the Top,"
BusinessWeek, April 3, 2006, pp. 52-53; Jena McGregor, "The World's
Most Innovative Companies," BusinessWeek, April 24, 2006, pp.
63-74; Rich Karlgard, "Digital Rules," Forbes, March 13, 2006, p . 31;
Jennifer Rooney and Jim Collins, "Being Great Is Not Just a Matter of
Big Ideas," Point, June 2006, p. 20; Moon lhlwan, "Camp Samsung,"
BusinessWeek, July 3, 2006, pp. 46-47; Mohanbir Sawhney, Robert
C. Wolcott, and Inigo Arroniz, "The 12 Different Ways for Companies
to Innovate," MIT Sloan Management Review (Spring 2006), pp.
75-85; Victoria Barret, "Why Salesforce.com Ranks #1 on Forbes Most
Innovative List," Forbes, September 2012; Warren Berger, "The Secret
Phrase Top Innovators Use," HBR Blog Network, September 17, 2012.
nt
hi
sv
Nghien cuu cua b~c
thay kinh doanh Jim Collins da
nhan m;;inh tam quan tr9ng cua doi m6'i toan di~n
va c6
h~ thong: "Luon luon tlm kiem m(>t Slf d(>t pha Ion, m(>t y
tuong Ion, trai voi nhung g1 chung ta da tlm thay: De xay
dlfng m(>t doanh nghi~p
thlfc Slf tuy~
voi, d6 la nhO'ng
quyet djnh nay den quyet djnh khac, hanh d(>ng nay aen
hanh d(>ng khac, ngay qua ngay, thang nay qua thang
khac ... f)6 la Slf tfch luy va khong ai quyet djnh m(>t
cong ty tuy$t voi." Cac cong vien theo chu de cua Walt
Disney va Walmart trong nganh ban le duqc Collins trfch
dan nhlf nhung vf dl;l ve cac cong ty da thanh cong bang
each thljc hi$n m(>t yWong Ion m(>t each xuat sac trong
m(>t thoi gian dai.
De tlm kiem y tuong d(>t pha, m(>t so doanh nghi$p
vai m(>t lo;;it nhan vien trong vi$c giai quyet cac van
nh~p
de marketing. Chuong trlnh doi moi gia tr! cua Samsung
(VIP) da co l~p cac nh6m phat trien san pham gom cac ky
SU', nha thiet ke Va nha l~p ke ho9ch VOi thoi gian bieu Va
ngay ket thuc t;;ii trung tam cua cong ty ngay phfa nam
Seoul, Han Quoc, trong khi so chuyen gia giup huong
dan cac ho;;it d(>ng cua h9. f)e vuc;t qua cac kh6 khan, cac
thanh vien trong nh6m da ve ra "value curves/cac duong
cong gia trj;' xep h;;ing cac thu(>c tfnh nhlf chat luqng am
thanh ho~c
hlnh anh cua san pham theo thang diem tu 1
den 5. De phat trien m(>t chiec xe moi, BMW da huy d(>ng
I
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NGANH CON G N G Hl ~P PHIM Netflixvalnternetbatdauslfsl;Jtgiamvedoanh
so cua DVD tu nam 2007 va chua c6 dau hi$u dung l9i. Slf xuat hi$n cua cac kiot Red box cho thue phim
voi gia 1$ m(>t ngay da lam tang them thach thuc khac cho vi$c kinh doanh phim va doanh thu DVD.
Cac hang phim r6 rang can chuan b! cho m(>t ngay nao d6 khi phim khong chi con duqc ban thong qua
CaC phan phoi huu hlnh ma con thong qua CaC Cong ty V$ tinh Va truyen hlnh cap djch Vl:J Video theo
yeu cau. M~c
du cac hang phim kiem duqc 70% tren moi luqt xem qua cap 4,99$ so voi 30% khi ban
DVD, tuy nhien doanh thu cua DVD van t;;io ra 70% lqi nhu~
cua m(>t b(> phim. De tang phan phoi di$n
tu ma khong pha huy ho;;it d(>ng kinh doanh DVD, cac hang phim dang thu nghi$m cac phuong phap
Cac hang phim
dang tlm each
mdi mo rong
nhu
~ ng quyen
phim cua ho,
nhll vdi Warner
Bros vaBatman.
de
60
PHAN 1
HIEU
VE
QUAN TRI MARKETING
m6i. M(>t s6 doanh nghi~p,
chang h;~m
nhu' Warner Bros., dang phat hanh DVD cung luc v6i cac phien
ban tnfc tuyen va truyen hlnh cap cua m(>t b(> phim. Disney thlfc hi~n
quang ba cheo cac b(> phim than
v6i phl,J huynh tc;ii cac c6ng vien theo chu de, tren cac kenh truyen hlnh va trong cac cua hang cua
thi~n
mlnh. Warner da tham gia vao kinh doanh tro choi di~n
tu (nhu vai Dark Knight Batman) v6i hy vc;mg
tc;io them doanh thu cho cac nhan v~t
trong phim. Warner Interactive thu'ong chi 30 tri~u
den 40 tri~u
$ de san xuat cac tro choi cua mlnh va tc;io ra doanh thu gan 1 ty $ vao nam 2011 . Cac hang phim dang
xem xet tat ca cac kich ban c6 the xay ra khi hQ suy nghl lc;ii ve mo hlnh kinh doanh trong m(>t the gi6i ma
DVD kh6ng con la vua .
dtnh chien lUQc don vt
kinh doanh
Ho~ch
Quy trinh hoc;ich dinh chien lu'Q'c cua don vi kinh doanh bao gom cac bu'6'c du'Q'c the hi~n
trong Hinh 2.4. Chung ta kiem tra tling buck trong cac phan sau day.
SU M~NH
om
KINH DOANH
nt
hi
sv
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Mai don vi kinh doanh can xac dinh nhi~m
n)ng Ion hon
V\l Cl;l the cua minh trong SU m~nh
cua doanh nghi~p.
Do d6, mc)t doanh nghi~p
thiet bi ve television-studio-lighting c6 the xac
cua minh la "Nham vao cac hang phim truyen hinh Ion va tro thanh mc)t trong
dinh SU m~nh
s6 nhfing ltja ch9n tro thanh nha cung cap cac cong ngh~
chieu sang dc;ii di~n
cho slj b6 tri anh
va tien tien nhat cua h9:' Lu'u y rang SU m~nh
nay khong de c~p
sang phOng thu dang tin c~y
den vi~c
chien thang trong kinh doanh tU cac hang phim truyen hinh nhO hon, khi du'a ra muc
gia thap nhat ho~c
mc;io hiem vao cac san pham phim khong SU dl;lng chieu sang.
.o
PHAN TfCH SWOT
w
w
Danh gia tong the ve diem mc;inh, diem yeu, co hc)i va thach thuc cua mc)t doanh nghi~p
du'Q'c
g9i la phan tich SWOT. D6 la mc)t trong nhung each giam sat m6i tru'ong marketing ben
ngoai va ben trong doanh nghi~p.
w
PHAN T fCH MC I TRUO N G BEN N GOAI (Cd HQI VA THAC H THUC) Mc)t
don vi kinh doanh phai giam sat cac lljc luQ'ng m6i truifng vi mo (macroenvironment forces)
chu ch6t va cac yeu t6 m6i tru'ong vi mo (micro environment factors) quan tr9ng anh
huong den kha nang kiem lQ'i nhu~.
Nen thiet l~p
mc)t h~ thong tinh bao marketing de
I Hinh
2.4
I
Ouy trinh ho~c
dinh chien h1Qc
cua ddn vi kinh doanh
External
environment
(opportunity & ·
threat analysis)
Business
mission
SWOT analysis
Internal
environment
(strengths/
weaknesses analysis)
Goal
formulation
Strategy
formulation
Program
formulation
Implementation
Feedback
and
control .
XAY Dl) NG CH IEN LUOC VA KE HOACH MARKETI NG
I
CHUONG 2
theo doi cac XU hu'ong, nhung Sl.j phat trien quan tr9ng Va bat ey CO hQi hay thach thuc nao
c6 lien quan.
Marketing tot la m<)t ngM thu?t tim Idem, phat trien va thu lQ'i nhu?n tU nhung co hQi
nay. 31 Co h(>i marketing la m<)t linh vl.jc lien quan den nhu cau va sl.j quan tam cua nguoi
mua ma doanh nghi~p
c6 xac suat cao voi lQ'i nhu?n hai !Ong. C6 ba nguon co h<)i chinh
32
cua thi tru'.ong. Dau tien la cung cap thu gi d6 dang thieu. Dieu nay doi h6i it tai nang
c6
marketing, vi nhu cau la kha r6 rang. Thu hai la cung cap m<)t san pham ho?c dich vt.l hi~n
theo each moi ho?c u'u vi~t.
Lam dieu d6 nhu' the nao? Phuangphap phat hi¢n van de yeu cau
ngu'.oi tieu dung gQ'i y, phuang phap ly Ming giup h9 tu'ong tu'.Q'ng ra m<)t phien ban cua san
pham ho?c dich vt.I ly tu'.ong va phuang phap chuoi tieu thl;l yeu cau hQ l?p bieu do cac buoc de
mua, SU dvng va XU ly m<)t sin pham. Phuong phap cuoi cung nay thu'ong c6 the clan den m<)t
sin pham ho?c dich vt.l hoan toan moi, la nguon co hQi th! tru'ong chinh thu ba.
Cac nha marketing can phai gi6i trong vi~c
sau day:
phat hi~n
cac co hQi. Hay xem xet nhung dieu
Doanh nghifP co the' dti<!C htiong l<!i tu VifC h~i
t1;1 cac XU htiung cita nganh va giui thifU
. cac san pham lai ( hybrid product) hoij,c cac djch Vf;l m8i ra thi trtiong. Cac nha san
thoc,li di d<)ng da cho ra mat di~n
thoc,li c6 chuc nang ghi anh va video ky thu?t
xuat di~n
so, M thong dinh vi toan cau (GPS) ...
•
Doanh nghifP co thflam cho qua trinh mua sam tro nen thutj,n tifn hon hoij,c hifU qua
hon. Mobil gioi thi~u
Speed Pass, m<)t trong nhung M thong thanh toan du'Q'c trien Imai
r<)ng rai dau tien-RFID (nMn d<;lng tan s6 v6 tuyen), cho phep nguoi tieu dung thanh
toan tien xang tc,li may born nhanh ch6ng va de dang.
Doanh nghifp co the' dap ung nhu cau cung cap them thOng tin va loi khuyen. Danh
sach cua Angie ket n6i nhung ca nhan c6 nhu cau di thi~n
nha tc,li dia phu'.ong va cac
dich vt.I khac, da duQ'c nMn xet boi nhung nguoi khac.
Doanh nghifP co the' tuy chinh m~t
san pham hoij,c djch v1;1. Timberland cho phep
khach hang ch9n mau cho khac nhau tren cac chiec giay cua hQ, them chu cai dau ho?c
con so sau d6 c6 the ch9n khau hay theu lmac nhau.
Doanh nghifp co thtgiui thifU m~t
tinh niingmui. Ngu'.oi tieu dung c6 the t<;lO va chinh
sua ky thu?t s6 iMovies trl.jc tuyen bang iMac va tai chung len may chU Apple Web ho?c
trang web nhu YouTube de chia se voi b<;ln be tren khap the gioi.
Doanh nghifP co the' cung cap san pham hoij.c djch Vf;l nhanh hon. FedEx phat hi~n
ra
m<)t each de gui thu'. va hang h6a nhanh hon nhieu so voi dich vt.I buu chinh cua Hoa Ky.
Doanh nghifp co the' cung cap m~t
san pham v8i gia thap hon nhie'u. Cac doanh nghi~p
du'Q'C pham da tc,lO ra cac phien ban cung chung loc,li Cua thuoc chinh hi~U
Va cac doanh
nghi~p
thuoc d?t hang qua mail thu'.ong ban voi gia re hon.
•
•
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hi
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nt
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om
•
De danh gia co h<)i, cac doanh nghi~p
de d?t de du h6i nhu' sau:
c6 the SU dvng phan tich Cd h (li thj truong (MOA)
1.
Chung ta c6 the n6i ro lQ'i ich m<)t each thuyet phvc cho (cac) thi tru'ong ffi\IC tieu da
xac dinh kh6ng?
2.
Chung ta c6 the dinh vi (de) th! truong mvc tieu va tiep c?n h9 voi de kenh truyen
thong va thu'.ong illc,li hi~u
qua lm6ng?
3.
Doanh nghi~p
chung ta c6 so huu ho?c c6 quyen truy c?p vao de Ima nang va nguon
Ive quan tr9ng de chung ta c6 the chuyen giao lQ'i ich den lmach hang kh6ng?
4.
Chung ta c6 the cung cap de lQ'i ich tot hon bat ky- d6i thu ec;mh tranh thvc te ho?c
tiem nang kh6ng?
5.
.Ty suat lQ'i nhu?n tai chinh c6 dap ling hay vu'.Q't qua ngu'.ong yeu cau dau tu'. cua chung
ta kh6ng?
61
PHAN 1
HIEU VE QUAN TR! MARKETING
I Hinh
2.5 I
Ma tr~n
Cd h<'.)i va
Thach thuc
(a) Opportunity Matrix
Success Probability
High
~
c:
Low
1. Company develops more powerful
lighting system
2. Company develops device to
measure energy efficiency
of any lighting system
3. Company develops device to
measure illumination level
4. Company develops software program
to teach lighting fundamentals to
TV studio personnel
2
High
§;?
+:l
(,)
i
Low
3
4
(b) Threat Matrix
Probability of Occurrence
High
(/)
(/)
Q)
Low
1. Competitor develops superior
lighting system
2. Major prolonged economic
depression
3. Higher costs
4. Legislation to reduce number
of TV studio licenses
2
High
c:
(/)
::I
om
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.S!
~
Low
4
3
sv
.c
CJ)
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nt
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Trong ma tr~n
co h9i trong Hinh 2.5 (a), d.c co hQi marketing tot nhat ma cloanh nghi~p
thiet bi TV-lighting phai doi m~t
xuat hi~n
o 6 phia tren ben trai (# 1). Cac co h9i trong 6
phia cluoi ben phai ( # 4) Ia qua nho de xem xet. Cac co h9i trong 6 tren ben phai ( # 2) va 6
clu'oi ben trai ( # 3) dang de theo cl6i trong tru'ong hQ'p c6 bat kY cai thi~n
nao ve sue hap clan
va tiem nang.
w
w
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Moi de d9a moi trliong la m9t thach thuc d~t
ra boi m9t XU hu'ong ho~c
slj phat trien
khong thu~n
lQ'i, neu kh6ng c6 hanh d9ng marketing phOng thu se clan den cloanh so ho~c
lQ'i nhu~
thach thlic doi voi cloanh nghi~p
thiet
bi thap hon. Hinh 2.5 (b) minh h9a ma tr~n
bi TV-lighting. Cac thach thuc trong 6 phia tren ben trai la Ion boi vi chung c6 kha nang xay
. De doi ph6 voi chung, cloanh
ra cao va c6 the gay ton h"1i nghiem tr9ng cho cloanh nghi~p
nghi~p
can c6 ke ho"1ch cllj phOng. Cac thach thuc trong 6 cluoi ben phai la nhO va c6 the bo
qua. Doanh nghi~p
se muon theo cloi can tMn d.c thach thlic a d.c 6 phia tren ben phai va
phia cluoi ben trai trong tru'ong hQ'p chung phat trien nhieu hon ho~
c nghiem tr9ng hon.
PHAN T fCH MCI TRUONG BEN TR ONG (£>1EM MANH YA £> 1EM YEU) La de
tim co hQi hap clan va c6 the t~n
clt;mg chung. Moi cloanh nghi~p
can danh gia diem m"1nh va
diem yeu ben t; ong cloanh nghi~p
. Xem xet Loan Bright. 33
• .. L~·.
~I
....~i
tra
~ . ~·
. ~ ·~
~ri·t,.
~Ot
~oa.
~g1p
th~ c~P
~;V
t~;'
nguO'i mua nha tiem nang c6 the nh~
cluqc m(>t danh sach nglJO'i cho vay va cac clieu khoan c6 san. Luc
clau, Loan Bright kiem tien bang each ban du li~u
nguO'i mua nha cho nhO'ng nguO'i cho vay the chap cao
cap, baa g6m Wells Fargo Home Mortgage, Bank of America Mortgage, va Chase Home Mortgage. Cac
doanh nghi~p
nay cla bien dO' li~u
thanh khach hang tiem nang cha cl(>i ngu ban hang cua hQ. Nhung
m(>t vai van cle n(>i b(> clang lo ng9i cla phat sinh. Chang h1;1n nhlJ, Loan Bright phai lam hai long m9i
khach hang Ion cua mlnh, nhling hQ ngay cang tro nen kh6 khan hem trong vi~c
th6a man, tieu ton
nhieu thO'i gian va ngu6n llfc. Cac nha quan tr! hang clau cua doanh nghi~p
cla cluqc tri~u
t~p
cle phan
tfch thj trlJO'ng, cac diem m1;1nh va diem yeu cua Loan Bright. HQ quyet cl!nh rang thay vi phl;JC Vl,J m(>t vai
XAY Dl) NG CH IEN LUOC VA KE HOACH MARKET ING
I
CHUONG 2
63
khach hang llfa ch9n, h9 se phl:lc v1,1 nhieu nhan vien cho vay ca nhan han, nhung nguoi eta tra loi quang
cao cua Google va chi muon mua m<)t vai khach tiem nang. Slf chuyen doi nay yeu cau cai to each thuc
nhan vien kinh doanh cua Loan Bright trong cong vi~c
kinh doanh m6'i me, bao g6m sU' dL:1ng hqp dong
m9t trang thay vi hqp clang 12 trang cu va t9o ra m9t b9 ph~n
djch Vl:I khach hang rieng bi~t.
Phan tich gi6ng nhu SWOT la cong C\l trong vi~c
dan dat Dell den nhieu nam thanh cong.
phat trien chien h.iQ'c doanh
nghi~p
da
Diem mg,nh cua Dell la da ban m<?t each tn;ic tiep va hi~u
qua hdn cho nguoi tieu dung
so voi IBM va Compaq, d6i thu qnh tranh phan cling cua h9 t~i thoi diem d6.
•
~hD
sach d~
danh gia cac ~
diem mCllnh/phan tlcfi cac diem yeu
Hi~u
m~nh
m~nh
chinh
nh6
w
w
w
Tai chinh
13. Chi phf ho~c
ngu6n v6n san c6
14. Dong tien
15. 6n djnh tai chfnh
San xuat
16. Casa v~t chat
17. Quy mo kinh te
18. Cong suat
19. Llfc luqng lao dc)ng t~n
tam,
c6 nang llfc
20. Kha nang san xuat dung thai
gian
21. Ky nang san xuat ky thu~
V~n
sv
hi
nt
.o
Danh tieng doanh nghi~p
Thi phan th! tn.tang
Slf r.ai long cua khach hang
Slf ghi nh6' cua khach hang
Chat luqng san pham
Chat luqng djch Vl:I
Hi~u
qua ve gia
Hi~u
qua phan ph6i
qua khuyen mai
Hi~u
qua cua h/c luqng ban hang
Hi~u
qua doi m6'i
Hi~u
89 phu dla ly
.c
Marketing
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
hanh
22. Tam nhln xa, c6 kha nang
lanh dc;io
23. Nhan vien t~n
tl;ly
24. Djnh hu6'ng kinh doanh
25. Linh ho9t ho~c
nhanh nh9y
Diem
Trung yeu
nh6
l~p
Diem
yeu
chinh
om
Diem
Slf quan trc;mg
suat
Diem
"'·~
Trung
Cao
blnh
Thap
,
PHAN 1
•
•
•
HIEU VE QUAN TRI MARKETING
Tuy nhien, diem yeu ctia Dell Ia thuong hi~u
ctia n6 khong m<;mh, thieu co sd h<;l tang tot
(a well-entrenched channel) va moi quan h~ d(;li ly vilng chac.
Cd hQi ctia Dell la thi truong nguoi tieu dung ngay cang tinh vi hon va khach hang ngay
cang biet chinh xac nhfing gi h9 muon.
Thach thuc ctia Dell Ia se that b<;li trong vi~c
t(;lo ra m9t co sd khach hang dti Ion khi doi
m~t
voi cac doi thti m;,mh va cac doi tac kenh doi hoi khat khe.
ti~n
Tuy nhien, voi mong muon mua hang thu~n
va linh ho(;lt ctia nguoi tieu dung, Internet
da cung cap marketing tnjc tiep m;;i.nh me va h.ta ch9n ban hang. Chien luQ'c kinh doanh ctia
Dell ket hQ'p voi ban hang tnjc tiep, internet marketing, san xuat d;;i.i tra (mass customization)
va san xuat dung h;;i.n (Just-in-Time) de t~n
d\lng co h9i thi truong ma n6 duQ'c cung cap.
Doanh nghi~p
c6 the danh gia diem m(;lnh va diem yeu ctia minh bang each SU d\lng m9t
bieu mau giong nhu bieu mau trong "Marketing Memo: Danh sach de danh gia cac diem
m(;lnh/phan tich cac diem
Ro rang, doanh nghi~p
khong phai sua chfia tat ca cac diem
yeu ctia minh, va ding khong nen thoa man ve tat ca cac diem m;;i.nh ctia minh. Cau hOi lon la
li~u
c6 nen gioi h(;ln ban than trong nhfing co h<?i ma sd hfiu nhfing diem m(;lnh can thiet hay
nen xem xet nhfing co h<?i c6 the tim ra ho~c
phat trien nhfing diem m(;lnh moi.
om
yeu:'
XAY DVNG Ml)C TIEU
sv
.c
da thljc hi~n
phan tich SWOT, doanh nghi~p
c6 the tien hanh xay dl}ng
Khi doanh nghi~p
fil\lC tieu, phat trien cac mlJC tieu C\l the cho giai do(;ln l~p
ke ho(;lch. Cac mlJC tieu can C\l the
lien quan den muc d9 quan tr9ng va thoi gian.
.o
nt
hi
Hau het cac don vi kinh doanh theo duoi m9t lo(;lt cac mlJC tieu bao g6m lQ'i nhu~,
tang
trudng doanh so, cai thi~n
thi phan, ngan ch~n
rtii ro, luon doi moi va t;;i.o dljng danh tieng.
Don vi kinh doanh d~t
ra cac mlJc tieu nay va sau d6 quan ly theo cac mlJc tieu (MBO). De
thong MBO ho(;lt d<)ng, cac mlJc tieu ctia don vi phai dap ung hon tieu chi:
h~
Mttc tieu phdi duqc sap xep theo thu bqc, tu quan tn.mg nhat den it quan trQng nhat.
M\IC tieu quan tr9ng ctia don vi kinh doanh trong giai do(;ln nay c6 the la tang ty l~
hoan von dau tu. Nha quan tri c6 the tang lQ'i nhu~
bang each tang doanh thu va giam
chi phi. HQ c6 the tang doanh thu, bang each lan luQ't tang thi phan va gia ca.
2.
Mttc tieu can dti{lc djnh lti{lng bat cu khi nao co the: Ml.le tieu "tang ty l~ hoan von
dau tu (ROI)" nen duQ'c trinh bay r6 hon bang "tang ROI len 15% trong vong hai
nam:'
3.
Mttc tieu nen thvc tt. Cac mlJC tieu nen phat sinh tu m9t phan tich ve cac co h<?i va
diem m;;i.nh ctia don vi kinh doanh, chu khong phai tu suy nghI mong muon.
4.
Mttc tieu phdi nhat quan. Khong the toi da h6a doanh thu va lQ'i nhu~
w
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1.
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64
dong thoi.
M9t so slj danh doi quan tr9ng khac bao g6m: lQ'i nhu~
ngan h(;ln so voi tang trudng
dai h;;i.n, tham nh~p
Sau vao thi truong hi~n
t<;li SO VOi phat trien thi truong moi, mlJC tieu lQ'i
so voi mlJC tieu phi lQ'i nhu~
va tang trudng cao so voi rtii ro thap. Moi llja ch9n doi
nhu~
hoi m9t chi en luQ'c tiep thi khac nhau. 34
Nhieu nguoi tin rang vi~c
ap d\lng mlJC tieu tang trudng thi phan m;;i.nh me c6 the ·co nghia
ngan h;;i.n m(;lnh me. Volkswagen c6 doanh thu gap 15 lan hang nam ctia
ctia Porsche bu l;;i.i cao gap 7 lan so voi Volkswagen. Cac
Porsche, nhung ty suat lQ'i nhu~
doanh nghi~p
thanh cong khac nhu Google, Microsoft va Samsung da toi da h6a lQ'i nhu~
va tang trudng.
Ia tu bo lQ'i nhu~
XAY Dl) NG CHIEN LUOC VA KE HOACH MARKETING
I
CHUONG 2
XAY DVNG CHIEN LUOC
M1,1c tieu chi ra nhung gi m<)t don vt kinh doanh muon d?t duqc; chien luqc nhu la m<)t ke
ho(;lch tro choi de d(;lt duqc dieu gi d6. Mai doanh nghi~p
phai thiet ke m<)t chien luqc de d?t
va chien [UQ'c tim
du'qc ml,IC tieu CUa minh, bao gom chien lu<)'c marketingva chien lu<)'c Cong ngh~
ngu6n cung ung tu'o'ng thich.
CH IEN LUQC CHUNG CUA PORTER
cung cap m<)t diem khoi dau tot cho vi~c
slj khac bi~t
va sv t~p
trung. 35
•
MichaelPorterdadexuatbachienluqcchung
tu duy chien luqc: Chien luqc dan dau ve chi phi,
Chien lu{lc dan dau ve' chi phi. Ck doanh nghi~p
lam vi~c
sao cho d?t duqc chi phi sin
xuat va phan phoi la thap nhat de h9 c6 the c6 gia du6'i cac doi thu qnh tranh va gianh
khac thuong se
tht phan. H9 can it ky nang trong marketing. Van de la eac doanh nghi~p
qnh tranh v6'i chi phi van thap hon va lam ton h(;li den cac doanh nghi~p
b<) tu'o'ng lai cua minh vao chi phi.
toan
t~p
Tq,o khac bi~t.
Cac doanh nghi~p
trung vao vi~c
d?t duqc sin pham vu'qt tr<)i, la m<)t
trong nhung khia qnh lqi ich khach hang quan tam da duqc danh gia boi phan l6'n cua
dang tim kiem slj dan dau ve chat luqng, thi h9 phai t<;lO
tht tru'ong. Vi d1,1, doanh nghi~p
ra eac sin pham c6 cac thanh phan tot nhat, ket hqp chung m<)t each hoan hao, kiem
can tMn va truyen th6ng ve hi~u
qua chat luqng cua chung.
nghi~m
th~
Ttj,p trung. Doanh nghi~p
trung vao m<)t ho~c
nhieu phan khuc tht tru'ong h~p,
tim
t~p
hieu chung IDQt each ti mi Va theo duoi phan khuc m1,1c tieu nay bang each dan dau ve
slj khac bi~t.
chi phi ho~c
hi
sv
•
.c
om
•
ma da d~t
w
.o
nt
Nganh dtch V1,1 du Itch hang khong trljc tuyen da cung cap m<)t vi d1,1 dien hinh ve ba chien
luqc nay: Travelocity da theo duoi chien luqc khac bi~t
h6a bang each cung cap nhieu dtch V1,1
toan di~n
nhat cho khach du Itch; Lowestfare da theo duoi chien luqc chi phi thap nhat cho
tht tru'ong du Itch giai tri; va Last Minute da theo duoi chien luqc tht tru'ong ngach (niche)
bang each nham vao nhung khach du Itch c6 kha nang linh ho?t de di du Itch trong m<?t thong
bao rat ngan. M<?t so doanh nghi~p
SU d1,1ng phu'o'ng phap hon hqp.
w
w
qnh tranh v6'i nhau c6 XU hu6'ng dung cac chien luqc
Theo Porter, cac doanh nghi~p
giong nhau cho cung m<)t tht tru'ong m1,1c tieu da t?o thanh m<)t nhom chien luqc (strategic
thtjc hi~n
chien luqc tot nhat se kiem duqc nhieu lqi nhu~
nhat.
group). 36 Doanh nghi~p
trong nganh cong nghi~p
tu tieu dung vi khong
Circuit City da pha san vi khong noi b~t
di~n
d?t duqc chi phi thap nhat, gia trt cam nh~
cao nhat hay ph1,1c V1,l tot nhat trong m<)t so phan
khuc tht tru'ong.
giua hi~u
qua ho?t d<)ng va chien luqc. Cac doi thu qnh tranh
Porter rut ra stj khac bi~t
c6 the nhanh ch6ng sao chep cac ho(;lt d<)ng hi~u
qua cua doanh nghi~p
bang each SU d1,1ng
doi chufo (benchmarking) va cac Cong Cl,l khac do d6 lam giam di lqi the cua hi~u
qua ho(;lt
d<?ng. M~t
khac, chien luqc la "vi~c
t(;lo ra m<)t vt the d<?c dao va c6 gia trt lien quan den m<)t
t~p
hqp cac ho(;lt d<)ng khac nhau:' M<)t doanh nghi~p
c6 the tuyen bo h9 c6 chien luqc khi h9
"thtjc hi~n
cac ho(;lt d<)ng khac v6'i cac doi thu qnh tranh ho~c
thtjc hi~n
cac ho(;lt d<)ng tdong
ttj nhu'ng theo nhung each khac nhau:'
khong 16 nhu AT & T,
CAC LIEN MINH CHIEN LUQC Ngay ca eac doanh nghi~p
Philips va Starbucks, thuong khong the d?t duqc vt tri lanh d?o tren toan quoc ho~c
toan cau
neu khong hinh thanh ck lien minh v6'i cac doanh nghi~p
trong nu'6'c ho~c
da quoc gia de bo
sung ho~c
t~n
d1,1ng kha nang va nguon lljc cua hQ.
Thanh l~p lien doanh v6'i m<)t doanh nghi~p
dta phu'o'ng ho~c
mua tu cac nha cung cap dta
phu'o'ng de dap ling "cac yeu cau n<)i dta" la each thuc de m<)t doanh nghi~p
dtiqc cap phep
65
PHAN 1
HIEU
VE
QUAN TRI MARKETING
cho san pham cua minh khi thl,lc hi~n
kinh doanh a m<)t quoc gia khac. Nhieu doanh nghi~p
da phat trien m~ng
lu'oi chifo lu'Q'c toan cau va chien thang se thu<?c ve nhung ai xay dl,lng
m~ng
luoi tot hon. The Star Alliance da quy tv de doi tac Ion to an cau gom 27 hang hang
khong bao gom Lufthansa, United Airlines, Singapore Airlines, Air New Zealand va South
voi hang
Africa Airlines, cho phep khach du lich 0 193 quoc gia ket noi gan nhu' lien m~ch
tram diem den. 37
Nhieu doi tac chifo lu'Q'c c6 hinh thuc thl,lc hi~n
lien minh marketing. C6 bon 101;1i chinh.
Lien minh san pham hoij,c djch v~. M<)t doanh nghi~p
cap phep cho m<)t doanh
nghi~p
c hai doanh nghi~p
khac san xuat san pham cua minh ho~
dmg lam thi tru'ong
m9t san pham moi. Nganh cong nghi~p
the tin
cho de san pham b6 sung cua h<;> ho~c
cua de 101;1i the du'Q'c tiep thi boi de ngan hang nhu' Bank
dvng la sl,l ket hQ'p phuc t~p
of America, de doanh nghi~p
the tin dvng nhu' Visa va de doanh nghi~p
c6 moi quan
M than thu<)c nhu' Alaska Airlines.
2.
Lien minh quang cao. M<)t doanh nghi~p
dong y thl,lc hi~n
chu'ong trinh khuyfo mai
di ch V\l cua cong ty khac. Vao nam 2011, t~p
chi am nh~c
va
cho m9t san pham ho~c
phong each song do thi VIBE da cong bo m9t lien minh quang do voi Hoop It Up,
giai dau b6ng ro 3-on-3 c6 slj tham gia lon nhat the gioi, voi slj tranh dau cua 35 thanh
ph6. Quan M d6i tac da nen tang bao gom VIBE digital, VIBE Cityguide app, phu
song va quang do cua VIBE va m9t chifo dich truyen thOng xa hQi tich hQ'p cao voi
di~n
m~nh
sl,l hi~n
me cua thu'ong hi~u
VIBE a tat ca de sl,l ki~n
trl,lc tiep cua Hoop It
Up tren toan qu6c. 38
3.
Lien minh logistics. M<)t doanh nghi~p
cung cap dich Vl;l logistics cho m<)t san pham
cua doanh nghi~p
khac. Warner Music Group va Sub Pop Records da t~o
ra ADAAlternative Distribution Alliance vao nam 1993 nhu' m9t lien doanh nham phan ph6i
va San xuat de ban ghi (records) thu<)c so huu cua de nhan d<?c l~p . ADA la doanh
phan ph6i hang dau "d<)c l~p"
Hoa Ky cho ca san pham huu hinh va ky thu~
nghi~p
t~i
s6.
.o
nt
hi
sv
.c
om
1.
nhieu doanh nghi~p
tham gia c9ng tac dinh gia d~c
Slf hcjp tac ve'gia ca. M<)t ho~c
Cac doanh nghi~p
kinh doanh khach s1;1n va cho thue xe thu'ong cung cap chiet
khau cho nhau.
de tim kiem de doi tac c6 the bo sung diem m1;1nh
can suy nghi sang t~o
Cac doanh nghi~p
va bu dap diem yeu cua hQ. Cac lien minh du'Q'c quan ly tot cho phep de doanh nghi~p
d~t
du'Q'c doanh s6 16'n hon voi chi phi thap hon. De giu cho cac lien minh chifo lu'Q'c cua hQ phat
trien m1;1nh, de t~p
doan da bat dau phat trien co' cau to chuc de hO trQ', va nhieu ngu'oi da
xem kha nang hinh thanh va quan tri quan M voi cac doi tac nhu kf nang cot loi duQ'c g9 i la
quan trj quan h~ doi tac (PRM).
w
bi~t.
w
4.
w
66
nam phat trien thOng qua vi~c
mua l~i va c6 lai a 24 doanh nghi~p,
nha dieu
Sau nhi~u
hanh m~ng
vien thOng khong day lon nhat the gioi Vodafone da tim kiem cac doi tac ben
ngoai de giup hQ t~n
dvng de tai san hi~n
c6 cua minh.39
Y0 D AFO NE De thuc clay Slf cloi m6'i va tang tn1ong hem nCJ'a, Vodafone c6 trL:J so t<;li London
cla SO hCJ'u phan mem nguon mo va cac nen tang
cha phep khai thac kha nang sang t(;lO va ky nang
cua nguoi khac. V6'i cong Web c6 ten Betavine, cac nha phat trien phan mem nghi~p
du ho~c
chuyen
CO the t(;lO Va thu nghi~m
cac ung dL:Jng di cl(>ng m6'i nhat CUa hQ tren bat ky m(;lng nao, khong
nghi~p
chi cua Vodafone. Trang khi cac nha phat trien nay giCJ' quyen so hCJ'u trf tu~
thl Vodafone c19t cluqc CC1
h(>i tiep XUC SOm VOi CaC XU hl16'ng m6'i nhat Va clam baa rang cac cloi m6'i tl1dng thfch VOi m(;lng CUa
hQ. M(>t s6 ung dL:Jng m6'i baa g6m real-time cua cac chuyen tau aen va di, thoi gian chieu phim va ti~n
fch Amazon.com v6'i cac chi tiet cla cluqc ca nhan h6a. V6'i 404 tri~u
khach hang t(;li 30 qu6c gia, doanh
ma
XA Y DU NG CH IEN LU OC VA KE HOACH MARK ETIN G
I
CHUONG 2
67
nghi~p
tri gia 46 ty bang Anh aa khong g~p
kh6
khan khi tlm giup d6' w cac doi tac quan tam.
Dell eta hqp tac voi Vodafone de thiet ke laptop
va netbook gia re nhO' truy c ~p bang thong r(>ng
khong day duqc tfch hqp qua m9ng Vodafone.
sv
om
Thay vi chi hQ'p tac voi m9t doi tac,
doanh nghi~p
c6 the chc;m hinh thuc mua
l?i m9t cong ty khac. Kraft mua l?i Cadbury
vao nam 2010, m9t phan nho vao nguon
goc sau xa cua Cadbury t?i cac thi tniong
moi noi nhu An D9, noi ma Kraft khong c6
di~n
stj hi~n
m?nh me. Vi~c
mua l?i ding
cho phep Kraft thtjc hi~n
tai cau true va
kinh doanh cua minh thanh hai
chia vi~c
m9t t~p
trung vao cac san
doanh nghi~p:
. 40
pham t?p h6a, m9t ve thtjc pham an nh~
sv
hi
Ngay ca m9t chien luQ'c marketing tuy~
voi
ding c6 the bi pha ho?i boi vi~c
thtjc hi~n
yeu kem. Neu don vi kinh doanh da quyet
dinh d<;tt duqc vi tri dan dau ve cong ngM,
hQ phai tang cu'.ong b9 pMn R&D, thu tMp
.c
XAY Dl)NG VA THL)C
H l ~N
CHUONG TRI NH
nt
Kraft mua l~i Cadbury mot phan boi vl kien thac va Slj hien dien
tnJong mdi noi.
va truyen d?t stj dan dau ve cong ngM cua
w
.o
tri tu~
cong ngM, phat trien cac San pham
hang dau, dao t<;to ltjc luQ'ng ban hang co ky thu~
hQ.
w
w
M9t khi h9 da xay dtjng cac chuong trinh marketing, cac marketer phai uoc tinh chi phi.
Tham gia vao m9t trien lam thuong m?i rieng c6 dang hay khong ? Se thue m9t nhan vien ban
hang khac tham gia vao dau ra cua san pham hay khong? Ke toan chi phi dtja tren ho?t d9ng
(ABC) duQ'c mo ta chi tiet hon trong Chuong S c6 the giup xac dinh xem moi chuong trinh
marketing c6 the d?t du'.Q'c ket qua phu hQ'p voi chi phi da bo ra hay khong.41
Ngay nay, cac doanh nghi~p
nMn ra rang tru khi hQ nuoi duong cac ben lien quan khac
nhu'. khach hang, nhan vien, nha cung cap, nha phan phoi neu khong thi hQ c6 the khong bao
gio kiem du lQ'i nhu~
cho cac co dong. M9t doanh nghi~p
c6 le nen nham den vi~c
lam hai
long khach hang, doi XU tot voi nhan vien va t?O stj hai long nhat dinh cho cac nha cung cap.
Doanh nghi~p
khong duQ'c vi ph?m trong vi~ c doi xu cong bang cho bat ky nh6m co dong
nao ve nhung quyen lqi h9 dang nMn duQ'c.42
M9t moi quan M nang d(mg ket noi cac nh6m co dong l?i. M9t doanh nghi~p
thOng minh
t?O ra muc dQ hai long Cao cho nhan Vien, CO Stj no ltjc Cao hon, dan den cac San pham Va dich
kinh doanh l~p l?i
V\1 c6 chat luQ'ng cao hon, t?o ra stj hai long hon cua khach hang, nen vi~c
nhieu hon, dan den stj hai long hon cua cac co
nhieu hon, dan den stj phat trien va lQ'i nhu~
dong, dan den dau tu'. nhieu hon va... Vong tron d?O due nay n6i len lQ'i nhu~
va tang tru'.ong.
Theo McKinsey & Company, chien luQ'c chi la m9t trong bay nhan to-tat ca deu bat dau
43
bang chu s-d6ng g6p vao sl;i thanh c6ng cua doanh nghi~p.
Chien luQ'c, cau true va h~
th6ng la ba nhan to dau tien duQ'c coi la "phan ding" cua sl;i thanh cong. Bon nhan to con l?i
la phong each, ky nang, nhan vien va cac gia tri duQ'c chia se du'.Q'c xem la "phan mem:'
acac th!
68
PHAN 1
HIEU VE QUA N TRI MARKETI NG
Phong each (Style), nhan to dau tien cua "phan mem," co nghfa la nhan vien cua doanh
n g hi ~ p chia se each suy nghi va hanh XU chung. Thu hai, ky nang (Skills), nghfa la nhan vien
co nhung ky nang can thiet de thgc hi~n
chien h:iQ'c cua doanh nghi~p.
Nhan sl:f (Staffing) co
nghfa la doanh nghi~p
da thue nhung nguoi co nang ll;ic, dao t<;io h9 tot va giao cho h9 nhung
cong vi~ c phu hQ'p. Nhan to thu tu, cac gia trj du<Jc chia se, co nghfa la nhan vien chia se cac
gia tri co tinh huong clan nhu nhau. Khi co cac nhan to nay (shared values), cac doanh nghi~p
thuong thanh cong hon trong vi~c
thl;ic hi~n
chien luQ'c. 44
marketing
insight
th ! trliong cac nlioc moi noi voi chu nghla tr9ng tieu
dung va ccJ so h9 tang. B(> ph~n
R&D dau tu vao ban
llnh Vl/C nay da dc,lt tong c(>ng 9 ty $ trong thoi gian
5 nam.
VCJch ra huong di moi cho
doanh nghi~p
•
Thanh cong vang d(>i cua Kindle cua Amazon, iPad
cua Apple va cac san pham may tfnh bang khac da
khien the gioi sach b! dao l(>n. Cac nha sach, thli
vi$n va nha xuat ban deu nh~
ra rang vi$c ban va
giao sach bay gio chi la m(>t ban tai xu6ng. Cac thu
vi$n dang cha cac d(>c gia d9c sach di$n tu, ben
c9nh vi$c "cat giCf' cac sach di$n tu de cha thue. Khi
aen hc,ln, cu6n sach se bien mat!
•
Th! truong sach giao khoa dang duqc thay doi boi
slj gia nh~p
cua Flat World Knowledge cung cap
cac tai li$u duqc giam gia va c6 the tuy chinh. Sach
giao khoa di$n tu mien phf tc,li m9t so truong cha
phep nguoi dung cu(m Wng trang, to sang va chu
thfch, va chia se nh~
xet voi bc,ln cung lop va nglioi
huong dan. M(>t so h9c sinh mua cac phien ban
sach giao khoa di$n tu moi ho~c
da qua SU dl}ng.
Nhu m(>t luu y, "Khi toi dang su dl}ng sach giao khoa
di$n tu, c6 m(>t slf cam do tu vi$c kiem tra e-mail,
kiem tra diem so ho~c
kiem tra Facebook cua toi:'
w
w
.o
nt
.c
hi
sv
Voi vi$c nguoi tieu dung su dl}ng ngay cang nhieu
di$n tho9i thong minh cha chi duong va ban do,
Garmin, nha san xuat thiet b! GPS Ion nhat, nh~
thay doanh so dang giam di nhanh ch6ng. Giai
phap cua h9 la t~p
trung vao vi$c hqp tac voi cac
nha san xuat o to de nhung cac h$ thong GPS vao
"trung tam chi huy" cua bang dieu khien . Diem ban
hang (sell ing point) cua h9 la hau het cac di$n tho9i
thong minh khong duqc t6i Liu h6a de su dl}ng khi
lai xe va dieu nay thl gay nguy hiem khi SU dl}ng
ph fa sau tay lai. Song song d6, Garm in cung c6 ung
dl}ng rieng danh cha di$n tho9i thong minh.
Khi Dow Chemical nh~
thay chien luqc san pham
W h6a chat cua mlnh khong con c6 lai, CEO moi la
Andrew Liviri da quyet d!nh chuyen tr9ng tam cua
doanh nghi$p thanh cac san pham c6 lqi nhu~
cao, sang t9o, d(>c dao nhu tam lqp nang luqng m~t
troi. Ml}C dfch cua Dow la lam noi b~t
ban XU huong
chf nh: nang luqng s9ch, sue kh6e va dinh du6'ng a
w
•
om
Tiep tl}C Slf th!nh VliQ'ng hay th~m
ch f Slf song con, c6
le phi.} thu(>c vao muc d(> nhanh ch6ng va hi$u qua cua
m(>t doanh nghi$p c6 the v9ch ra m(>t huong di moi. Hay
xem xet nhung vf dl} nay.
Nguon: Erik Rhey, "A GPS Maker Shifts Gears," Fortune, March 19,
2012; Geoff Colvin, "Dow's New Direction," Fortune, March 19, 2012;
Ben Bradford, "Libraries Grapple with the Downside of E-books,"
www.npr.org, May 29, 2012; Sharon Tregaskis, "Buy the Book,"
Cornell Alumni Magazine, November-December 2012; "Great Digital
Expectations," The Economist, September iO, 2011 .
PHAN HOI VA KIEM SOAT
Sl;i phU h9p chien luQ'c cua m9t doanh nghi~p
voi moi truong chac chan se bi an mon vi moi
truong thi truong luon thay doi nhanh hon so 7Ss cua doanh nghi~p.
Do doJ m<?t doanh
co the van co nang ll;ic nhung mat hi~u
qua ho<;it d<)ng. Peter Drucker da chi ra rang
nghi~p
"do the right thing"-to be effective-thi quan tr9ng hon la "to do things right"-to beefficient. Tuy nhien, cac doanh nghi~p
thanh cong nhat thi deu xuat sac ca hai.
M<)t khi m9t to chuc khong dap ling voi m<)t moi truong thay doi, no tro nen ngay cang
bW la nhfing to chuc lon, thi rat cMm ch<;ip trong
kho de lay l<;ii vi tri da mat. Cac to chuc, d~c
XAY DU NG CH IEN LUOC VA KE HOACH MA RKET IN G
I
CHUONG 2
vi~c
thay doi. Rat kho de thay doi m9t phan ma khong dieu chinh mQi thu khac. Tuy nhien
eac to chuc CO the dtiQ'C thay doi nho Slj lanh dq.o mq.nh me hay dung trtiOC mQt CUQC khung
hoang. Chia khoa cho sue khoe cua to chuc Ia sv san sang kiem tra sv thay doi cua moi truong
va ap dt,mg eac m\lc tieu moi va co hanh d<)ng moi. "Marketing Insight: Vq.ch ra huong di moi
cho doanh nghi~p"
mo ta each m9t so doanh nghi~p
va nganh cong nghi~p
khac nhau dang
may cua hQ.
dieu chinh theo thtjc te marketing moi da lam thay doi v~n
M\lC dich va nQI dung cua mQt
ke ho~c
marketing
?
om
Lam vi~c
voi eac ke hoq.ch da dtiQ'c d~t
ra boi cap tren, eac nha quan ly marketing can dua ra
m9t ke hoq.ch marketing cho tung san pham, dong hang, nhan hi~u,
kenh ho~c
nhom khach
hang. Ke ho~c
bang van ban tom tat nhung gi marketer da thu
marketing Ia m9t tai li~u
hoq.ch dtiQ'C tu thi trtiong va chi ra each doanh nghi~p
ke hoq.ch de dq.t dtiQ'C ml;lC tieu.
l~p
marketing cua minh. 45 Ke hoq.ch bao ham eac huong clan chien thu~
cho de chudng trinh
46
marketing va phan b6 tai chinh trong ck giai doq.n cua ke hoq.ch.
hi
sv
.c
Ke hoq.ch marketing la m9t trong nhung dau ra quan tr9ng nhat cua qua trinh marketing.
san pham ho~c
doanh
Ke hoq.ch cung cap dtnh huong va tr9ng tam cho m9t thudng hi~u,
nghi~p
. No thOng bao va thuc day eac thanh phan chinh trong va ngoai cua m9t to chuc ve
eac ml;lC tieu marketing va lam the nao de dq.t dtiQ'c nhung ml;lC tieu nay. Cac to chuc phi lQ'i
nhu~
SU dl;lng eac ke hoq.ch marketing de huong clan eac no Ive nham gay quy va tiep c~n
c9ng dong, va de Cd quan chinh phU SU dl;lng chung de xay dvng nh~
thlic c9ng dong ve
dinh duong va kich thich du Itch.
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Ke hoq.ch marketing co phq.m vi hq.n che hdn so voi ke hoq.ch kinh doanh, ke hoq.ch marketing ghi lq.i each to chuc Se dq.t dtiQ'C cac ml;lC tieu chien lu'Q'C CUa minh thong qua cac chien
luQ'c va chien thu~markeing
C\l the, voi diem khoi dau Ia khach hang. Ngoai ra, ding dtiQ'c
lien ket voi ke hoq.ch cua eac b9 pMn khac. Gia SU m9t ke hoq.ch marketing yeu cai ban
200.000 san pham hang nam: b9 pMn san xuat phai chuan bi de lam nhieu san pham, b9
pMn tai chinh phai thu xep kinh phi de trang trai chi phi, b9 pMn nhan s\i phai san sang thue
va dao tq.o nhan vi en ... Neu khong co stj hO trQ' va cac nguon ltjc 6' eac cap d9 cua to chuc phu
hQ'p thi se khong co ke hoq.ch marketing nao co the thanh cong.
Theo eac giam doc marketing, eac thieu sot thtiong xuyen nhat dtiQ'c trich clan cua de ke
tq.i la thieu tinh thtjc te, phan tich cq.nh tranh khong du va chi t~p
trung
hoq.ch marketing hi~n
ngan hq.n. (Xem "Marketing Memo: Tieu chi cua ke hoq.ch marketing" de d~t
eac cau hoi
trong hie phat trien de ke hoq.ch marketing.)
Hau het cac ke hoq.ch marketing co thoi gian m9t nam 6' bat cu dau thuong dai tu S den SO
nh6 hdn co the tq.o ra cac ke hoq.ch marketing ngan hdn ho~c
it hinh
trang. Cac doanh nghi~p
thuc ho'nj cac t~p
doan thuong yeu cau eac tai li~u
co cau true chat luQ'ng. Moi phan cua ke
dang ke hoq.ch marketing
hoq.ch phai duQ'c mo ta m9t each rat chi tiet. M9t so doanh nghi~p
cua hQ tren m9t trang web n9i b9 de mQi nguoi co the thao lu~n
va phoi hQ'p dieu chinh. M9t
ke hoq.ch marketing thuong chua de phan sau.
va ml,}C lt}c.
•
Tom lti<fC
•
Phan tich boi ciinh. Phan nay trinh bay cac du li~u
nen tang co lien quan ve doanh so,
chi phi, tht trtiong, doi thu cq.nh tranh va moi tru'ong vi mo. Lam the nao de chung ta xac
dtnh tht tru'ong, Ion nhu the nao va tang truong nhanh ra sao? Cac xu huong lien quan
se SU dt,mg tat ca eac thong tin nay de
va eac van de quan tr9ng la gi? Cac doanh nghi~p
thl;l'c hi~n
phan tich SWOT.
69
70
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Tieu chi cUa ke ho;;tch marketing
•
..
,
•
Duoi day la m<)t so cau hoi de danh gia m<)t ke hor;ich marketing.
1.
Ke hogch nay c6 clan gian va co dc;mg kh6ng? C6 de hieu va hanh d<)ng khong? Li~u
c6 ro rang va thlfc te khong? (6 qua dai khong?
2.
Ke hogch da hoan thi~n
chua? C6 bao nhieu yeu to can thiet? i~uL
c6 dung chieu r<)ng va chieu sau? Dr;it
OUQ'C Slf can bang hQ'p ly giQ'a tfnh day du, chi tiet, clan gian Va t~p
trung r6 rang thucmg la ch)a kh6a cho m<)t
ke hor;ich marketing auqc xay dvng tot.
3.
c6 cung cap chuoi hanh d<)ng
Ke hogch c6 q1 the' kh6ng? M1:1c tieu c6 Cl:J the va do luang dl1Q'C khong? Li~u
r6 rang? (6 bao gom cac hor;it d<)ng Cl:J the, moi hor;it d<)ng CO ngay hoan thanh Cl:J the, nhO'ng ngl10i Cl:J the
Chiu trach nhi~m
Va ngan sach Cl:J the khong?
4.
truyen dc;it n<)i dung
Ke hogch c6 thl/C te kh6ng? Cac m1:1c tieu ban hang, ngan sach chi phf va CQt moc c6 thvc te khong? (6
om
tien hanh tlf phe blnh thang than Va trung thlfC de neu len nhQ'ng lo ngr;ii Va Slf phan doi c6 the khong?
a
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Nguon: Adapted from Tim Berry and Doug Wilson, On Target: The Book on Marketing Plans, 2nd ed . (Eugene, OR: Palo Alto Software, 2000);
Alexander Chernev, The Marketing Plan Handbook (Chicago, IL: Cerebellum Press, 2011 ); authors' experiences.
Chien ltif/c marketing. day, nha quan ly marketing se xac dinh SU m~nh,
d.c ml,lC tieu
marketing va tai chinh, va nhu cau cua thi tn:iong dang can duqc thoa man ding nhu xac
dinh vi the qnh tranh cua doanh nghi~p.
Tat ca dieu nay doi hoi thong tin dau vao tu
cac linh vt.jc khac nhau chang h~n
nhli thu mua, san xuat, ban hang, tai chinh va nhan slj.
•
Chien thuqJ marketing. 0 day, nha quan ly marketing phac thao cac ho~t
marketing se duqc thgc thi trong chien luqc marketing.
•
•
dich VlJ duqc mo ta la d.c thu9c tinh va lqi ich chinh
Phan cung cap san pham ho~c
se thu hut khach hang mQc tieu.
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PHAN 1
Phan dinh gia xac dinh ph~m
vi gia chung va c6 the thay doi nhu the nao gifta d.c
uu dai ho~c
khach hang hay kenh phan phoi khac nhau, bao gom nhung ke ho~c
chiet khau.
•
Phan kenh phan ph6i phac thao cac hinh thuc phan phoi khac nhau, chang h~n
nhu trljc tiep ho~c
gian tiep.
•
Phan truyen thong thuong cung cap hu6'ng clan C:J muc d9 cap cao ve chien luqc
chung. Cac doanh nghi~p
thuong se phit trien m9t ke
truyen th6ng va thong di~p
truyen thong rieng de Cung cap chi tiet can thiet cho cac Cd quan va cac doi
ho~c
tac truyen thong khac nham thiet ke hi~u
qua chlidng trinh truyen thong.
DI/ bao tai chinh. Dv bao tai chinh bao gom dv bao doanh so, dv bao chi phi va phan
doanh thu duqc dv bao theo khoi luqng ban hang tung thing va
tich hoa von. ve m~t
lo~i
san pham. Ve m~t
chi phi se dv bao chi phi dv kien cua marketing, duqc chia nho
thanh cac lo~i.
Phan tich hoa von de u6'c tinh c6 bao nhieu san pham ma doanh nghi~p
phai ban moi thing (ho~c
mat bao nhieu nam) de bu dap dinh phi hang thing va bien
phi trung binh tren moi ddn vi san pham.
XAY DUN G CH IEN LU OC VA KE HOACH MARKETIN G
I
CHUONG 2
M<)t phuong phap lick tinh lQ'i nhu<}n phuc t<;lp hon la phan tich rui ro. 0 day chung
ta c6 du'.Q'c ba u'.oc tinh (l(;lc quan, bi quan va rat c6 the) cho moi bien so khong chac chan
anh huO'ng den lQ'i nhu~,
theo moi tru'.ong marketing va chien lu'.Q'c gia dtnh cho giai
do(;ln l?p ke ho~
c h . May tinh mo ph6ng cac ket qua c6 the xay ra va tinh toan phan phoi
cho thay ph~m
vi ty l~ lQ'i nhu~
c6 the c6 va xk suat cua chung.
KUm soat thtjc hi~n.
•
vi~c
Phan cuoi dmg phac thao cac kiem soat de giam sat va dieu chinh
thl;fc hi~n
ke ho(;lch. Thong thu'.ong, neu ra cac ml,lC tieu va ngan skh cho moi thang
quy de ban quan ly c6 the xem xet tung ket qua cua moi giai do(;ln va thljc hi~n
ho~c
hanh dc)ng khac phvc khi can thiet.
VAi TRO CUA NGH IEN CUU
om
Ck marketer can c<}p nh?t thOng tin ve moi truong, st;i qnh tranh va cac phan khuc thi
tru'.ong du'.Q'c chem. Thong thu'.ong, phan tich du li~u
nc)i be) la diem khO'i dau de danh gia tinh
t~i,
hinh marketing hi~n
du'.Q'c b6 sung bO'i tri thOng minh marketing va nghien cuu dieu tra
tong the thi tru'.ong, slj qnh tranh, ck van de chinh, cac thach thuc va co hc)i. Khi ke ho(;lch
c6 hi~u
lt;ic, ck marketer su d1;mg nghien cuu de do luong tien trinh huong toi cac mvc tieu
va xac dinh cac khu vljc de cai thi~n.
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.c
Cuoi cling, nghien cuu marketing giup cac marketer hieu them ve nhung nhu cau, mong
dQ'i, slj nh?n thuc, slj hai long va long trung thanh cua khach hang. Vi v?y, ke ho(;lch marketing nen phac thao nhung gi nghien cuu marketing se du'.Q'c tien hanh va cling nhu la khi nao
nhung phat hi~n
moi se du'.Q'c ap dt;mg.
hi
VA i TRb cuA cAc M61 QUAN HS
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M~c
du ke ho(;lch marketing cho thay doanh nghi~p
se thiet l?p va duy tri cac moi quan M
khkh hang c6 lQ'i nhu?n nhu'. the nao, nhung n6 ding anh huO'ng den ca moi quan h~ hen
trong va hen ngoai. Dau tien, n6 anh huO'ng den each nhan vien marketing lam vi~c
voi nhau
va voi cac be) ph?n khac de cung cap gia trt va lam hai long khach hang. Thu hai, anh huO'ng
den each doanh nghi~p
lam vi~c
voi cac nha cung cap, nha phan phoi va doi tac de d(;lt du'.Q'c
ml,lC tieu CUa ke ho~c
VOi cac hen
. Thu ba, no anh hu'.O'ng den cac giao dich CUa doanh nghi~p
lien quan khac, bao gom ca cac co quan quan ly cua chinh phu, cac phu'.ong ti~n
truyfo thong
va cc)ng dong n6i chung.
TU KE HOACH MARKETING £>EN HANH £>QNG
MARKETING
de c6 thoi gian nghien cuu marCac marketer bat dau l~p ke ho(;lch tot tru'.oc ngay tht;ic hi~n
keting, phan tich, danh gia quan tr! va ph6i hQ'p gilla cac be) ph<}n. Khi chuong trinh hanh
dc)ng bat dau, h9 giam sat ck ket qua dang dien ra, dieu tra bat ky sai l~ch
nao so voi cac ke
ho(;lch va thljc hi~n
ck buoc khac phl;lC khi can thiet. Mc)t so marketer se chuan bi ke ho(;lch
dt;i phong; hQ phai luon san sang c~p
nh?t va dieu chinh ke ho(;lch marketing bat cu luc nao.
Ke ho(;lch marketing thuong phk thao ngan sach, Iich trinh va so li~u
marketing de theo
doi va danh gia ket qua. Voi ngan sach, cac marketer c6 the so sanh chi tieu theo ke ho(;lch
va th1jc te trong mc)t khoang thoi gian nhat dinh. Lich trinh cho thay khi cac nhi~m
Vl,l du'.Q'c
gia dinh hoan thanh va khi chung tht;ic slj du'.Q'c tht;ic hi~n.
56 li~u
marketing theo doi ket qua
tht;ic te cua cac chuong trinh marketing de xem li~u
doanh nghi~p
c6 d<;lt mvc tieu cua minh
hay khong, chung ta se thao lu~n
trong Chuong 4.
71
72
PHAN 1
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HIEU
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QUAN TRI MARKETING
Tom luQc
Cac doanh nghi$p mc;inh phat trien kha nang
VlfQ't trQi trong Vi$c quan ly CaC quy trlnh kinh
doanh cot 16i nhlf hi$n thl!C h6a san pham
m&i, quan ly hang ton kho, thu hut va duy tr1
khach hang. Trong moi trLiang marketing ngay
nay, quan ly cac quy trlnh cot loi nay c6 hi$u
qua c6 nghTa la tc;io ra mot m<;ing lu&i marketing ma
d6 doanh nghi$p hQ'p tac ch$t che
v&i tat ca cac ben trong chuoi san xuat va phan
ph6i, tl.r nha cung cap nguyen li$u tho den nha
pha.n ph6i ban le. Cac doanh nghi$p khong
con cc;inh tranh cac hoc;it dong marketing nO'a.
a
6.
L?p ke ho9ch chien luqc cho cac doanh
nghi$p rieng le bao gom xac d!nh sCr m$nh
kinh doanh, phan tfch cac ca hQi va thach thCrc
ben ngoai, phan tfch diem mc;inh va diem yeu
ben trong, xay dl!ng ml)C tieu, xay dl!ng Chien
ILIQ'C, xay dl!ng chuang trlnh ho trq, thl!C hi$n
Chuang trlnh, thu th$p phan hoi Va thl!C hi$n
kiem soat.
7.
Mai cap do san pham trong mot dan vi kinh
doanh phai phat trien mot ke hoc;ich marketing
de dc;it duqc mvc tieu. Ke hoc;ich marketing la
mot trong nhO'ng dau ra quan trong nhat cua
qua trlnh marketing.
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Hoc;ich d!nh chien luqc theo d!nh hu&ng th!
trLiang la qua trlnh quan ly phat trien va duy tr1
SL! phu hqp kha thi giO'a cac mvc ti8u, kY nang,
Va nguon ll!C cua to ChLrC Va cac ca hQi trong
thj truang luon thay dOi. Mt,JC dfch cua hoc;ich
d!nh chien luqc la d!nh hlnh vi$c kinh doanh
cua doanh nghi$p va san pham de mang lc;ii IQ'i
nhu$n va mvc tieu tang tru&ng. Hoc;ich d!nh
Chien ILIQ'C dien ra ban cap dQ: cong ty, bQ
ph$n, dan vi kinh doanh va san pham.
Cac marketer nen xac djnh mot doanh nghi$p
ho$c dan vi kinh doanh la mot chuoi qua trlnh
lam th6a man khach hang. Quan diem nay c6
the tiet lo cac ca hoi tang tru&ng bo sung.
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5.
om
2.
4. Chien IU'Q'C cong ty thiet 1$p khuon kho ma
trong d6 cac bQ ph$n va dan vi kinh doanh
chuan bi cac ke hoc;ich chien ILIQ'C cua hQ.
Thiet 1$p chien luqc doanh nghi$p c6 nghTa la
XaC djnh Slr m$nh CUa doanh nghi$p, thiet 1$p
cac dan vi kinh doanh chien luqc (SBUs), phan
bo nguon ll!C Cho tl.rng bQ ph$n Va danh gia
cac ca hoi tang trLI&ng.
.c
(ho?c xac djnh)' cung cap (ho$c phan ph6i) va
truyen thong gia tri vuqt troi. Chuoi gia tr! la
mot cong Cl) de xac djnh cac hoc;it dQng chfnh
tc;io ra gia tr! va chi phf trong mot doanh nghi$p
Cl) the.
sv
1 . Qua trlnh chuyen giao gia tri bao gom ll!a chon
MyMarketi ng Lab
Go to mymktlab.com to complete t he problems marked
as well as for additional Assisted-graded writing question .
it h t his icon
0
XAY DUNG CH IEN LUOC VA KE HOACH MARKETING
I
CHUONG 2
73
O'ng d\lng
Marketing Debate
Marketing Discussion
NhCrng g1se tQ.O nen m<)t tuyen
bo sl/ m$nh tot?
HoQ.ch dinh marketing
0
Tuyen bo sLi' m$nh la thCr thuang gay nhieu suy
nghT va tranh lu$n. 8ong thai, cac nha phe blnh
p~an
nan rang doi khi hQ thieu SL! r6 rang, Cl) the
kh6ng thay dOi duqc nhieu tCr doanh nghi$p
v~
nay den doanh nghi$p khac, tCr d6 hlnh thanh nen
nhO'ng lai hCra (sCr m$nh) hao huyen, sao rong.
Hay xem xet chuoi gia tri cua Porter va mo hlnh
marketing toan di$n. Chung c6 y nghTa
, ~un
g1 do1 vai ke hoc;ich marketing? Bq.n se lam nhu the
nao de cau true mot ke hoq.ch marketing de ket
hqp mot so khai ni$m cua hQ?
d~nh
sv
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om
Ch9n l~p
tnrerng: Tuyen b6 sU' m~nh
rat quan
tr9ng d6i v6'i m()t to chU'c marketing thanh cong
hiem khi cung cap gia
so v&i tuyen b6 sU' m~nh
tr! marketing hfru lch.
Marketing Excellence
hi
>>Electrolux
Nam 2013, Electrolux la mot trong nam
doanh nghi$p toan cau xep hang dau trong
nganh cong nghi$p thiet bi gia dL,Jng, cung v&i
Whirlpool, T$p doan Haier, Bosch-Siemens va
LG Electronics. Cac doanh nghi$p nay da dong
g6p t&i gan 50% doanh so thiet bi toan cau.
Cac dong Ive chf nh cua nganh cong nghi$p nay
duqc tang theo thu nh$p blnh quan dau nguai,
SL! thay dOi loi song, chi tieu tieu dung, hoq.t
dong nha va do th! h6a. Tang tru&ng kinh te
tq.i cac thi truang m&i nOi dl! kien se thuc day
nganh cong nghiE;lp. NhO'ng iqi the cq.nh tranh
chfnh cua Electrolux la SU' hien dien toan cau
hieu biet cua nguai tieu dung, thigt ke, di sa~
chuyen nghiE;lp, di san Scandinavia, phq.m vi san
pham r<)ng, COn nguai Va van h6a, Va SU' lanh
dq.o ben vO'ng.
·
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AB Electrolux, thuang duqc gQi la Electrolux, la
doanh nghi$p hang dau the gi&i ve thiet bi gia
dL,Jng va chuyen dL,Jng, bao gom tU lq.nh, bep,
may rl'.ra chen, may gi$.t, may hut bL,Ji, dieu hoa
khong khf va cac thiet bi gia dL,Jng nh6. N6 ban
han 50 tri$u san pham tq.i 150 quoc gia. C6 tru
s& tq.i Stockholm, ThL,JY Bien, Electrolux dua~
thanh 1$p vao nam 1919, la ket qua CUa SU' h~p
nhat giO'a AB Lux va Svenska Electron AB: N~m
2013, Electrolux c6 doanh thu khoang 14,5 ty $
va thue 61.000 nguai tren toan the gi&i.
T$p doan Electrolux bao gom sau bo ph$n
kinh doanh, bao gom bon bo ph$n thiet bi
chfnh, bo ph$n thiet bi nh6 va bo ph$n san
pham chuyen dL,Jng. Cac thi truang cot 16i cua
Electrolux la Tay Au, Bae My va Uc, New Zealand
va Nh$t Ban chiem 65% doanh so cua t$p doan.
NhO'ng th! truang nay c6 d$.c trung bai SL! tang
tru&ng dan so thap va doanh so san pham thay
the cao. Cac thi truang phat trien cho Electrolux
la Chau Phi, ,Trung Bong va Bong Au, My Latinh,
Bong Nam Ava Trung Quoc d6ng g6p 35% vao
doanh so ban hang. V&i mLi'c song ngay cang
tang trong cac th! truang phat trien, Electrolux
d$.t mL,JC tieu tang ty 1$ ban hang tc;ii cac thj
truang nay len 50% bang each gi&i thi$u cac .
djch Vl,J San pham sang tq.o trong hai nam t6'i.
a
Tam nhln cua t$p doan Electrolux la tr&
thanh doanh nghi$p thiet bi gia dL,Jng tot nhat the
gi&i duqc do luang b&i khach hang, nhan vien
va co dong. HQ xay dvng chien luqc cua mlnh
dva tren bon trL,J cot: san pham cai tien, van hanh
xuat sac, phat trien c6 lai nhuan va nhan ~ien
tan
tw Danh mL,Jc thuang ·hi$u duqc len ke hoq.~
chien luqc nham phL,Jc vL,J th! truang sang trQng,
cao cap va dq.i chung. Ben cq.nh thuang hiE;lu
Electrolux, t$p doan nay con c6 bay thuang hiE;lu
chien luqc khac la Grand Cuisine, AEG, Zanussi,
Eureka, Frigidaire, Molteni va Westinghouse .
VE
QUAN TRI MARKETING
"Innovation Triangle - Tam giac d6i mai" tc;i.i
Electrolux khuyen khich Sl! hqp tac ch$t che
giCra cac bo ph$n marketing , R&D va thiet ke
de dam bao tiep c$n thi truang nhanh han dl)'a
tren insights cua nguai Mu dung. 8ieu nay cho
phep Electrolux Slr dt,mg "cung mot ket cau san
pham, khac bi$t h6a ve thiet ke" de phat trien
cac nen tang mo dun h6a toan cau. Cac nen
tang nay tc;i.o dieu ki$n thu$n lqi cho vi$c 1$p ke
hoc;i.ch giCra cac bQ ph$n roi de dang truyen tai
Sl)' ra mat thanh cong cua m(lt san pham tu thi
truang nay sang thi truang khac vai Slf sl/a d6i
cho phu hqp vai s& thich dia phuang va mang
lc;i.i gia tri khach hang Ian han.
Bang each duy trl trong tam chien ILJQ'C vao
vi$c tang hi$u qua hoc;i.t dong, Electrolux da ca
cau lc;i.i san xuat cua mlnh tren khap cac bQ ph$n
toan cau. Electrolux da chuyen gan 65% san
xuat tu chu yeu la Tay Au va Bae My sang cac
khu vl)'c c6 chi phi thap.
Vai danh mvc ngay cang tang cua cac
thuang hi$u c6 dinh vi thong minh, mang tam
VOC toan cau, Sl)' d6i ma i dl)'a tren hieu biet ve
nguai tieu dung, Sl)' xuat sac trong v$n hanh,
hi$u qua trong san xuat, va SLrC mc;i.nh tai chinh
dLJQ'C tang len, Electrolux da san sang thiet 1$p
Sl)' thong tri 16'n han trong nganh cong nghi$p
thiet bi gia dvng toan cau .
hi
Theo du6i chien luqc tang tru&ng lqi nhu$n,
Electrolux lien tvc d6i mai nang cao cac san
pham va phc;i.m vi hi$n tc;i.i cua mlnh de tham
nh$p vao cac thi truang hi$n tc;i.i. Nam 2013, da
ra mat nhieu san pham sang tc;i.o a Bae My va
Nh$t Ban. Ma rong sang cac thi truang phat
trien, Electrolux khai thac tiem nang cua th!
truang Trung Ouoc bang each tung ra han 60
san pham day du cac thiet bi nha bep va gi$t ui
duqc thiet ke danh rieng cho Trung Ouoc.
Vao thang 9 nam 2014, Electrolux da tiet
thoa thu$n mua lc;i.i mang kinh doanh thiet bi
cua General Electri c , GE Appliances, va i khoan
tien m$t la 3,3 ty $ . GE Appliances la mot trong
nhCrng nha san xuat hang dau ve cac san pham
nha bep va gi$t ui a Bae My, chiem han 90%
doanh SO tc;i.i khu Vl)'C nay Va dieu hanh mc;i.ng
luai phan phoi va logistics cua rieng mlnh.
Vi$c mua lc;i.i cOng bao gom 48,4% co phan
cua doanh nghi$p thiet bi gia dvng cua Mexico
Mabe, nai phat trien va san xuat mot phan cua
dong san pham gia dvng GE nhu mot phan lien
doanh vai GE. Theo Keith Mclaughlin, Chu tjch
va Giam doc dieu hanh cua Electrolux, vi$c mua
lc;i.i dl! kien se mang lc;i.i cho doanh nghi$p nhieu
sue mc;i.nh tai chinh han tren bang can doi ke
toan de kinh doanh nhieu han tren toan the giai.
19
om
HIEU
.c
PHAN 1
sv
74
nt
ca.u
1 . Banh gia chien ILJQ'C cua Electrolux, dl)'a vao
.o
w
w
w
Mot khia cc;i.nh quan trong trong chien luqc
Electrolux la phat trien thong qua sap nh$p va
mua lc;i.i, va xay dl)'ng danh mvc dau tu thuang
hi$u thong qua h(li nh$p theo chieu ngang.
Trong 40 nam qua, t$p doan nay da c6 mot loc;i.t
cac Vt) mua lc;i.i tren khap the giai nham Cung
co vi the toan cau cua mlnh thong qua vi$c
nham mvc Mu va d!nh vi thuang hi$u hi$u qua
a th! truang trong nuac va khu Vl)'C. Mot vai
vi dv ve vi$c mua lc;i.i bao gom Zanussi a chau
Au; AEG a 81/c; Frigidaire, Kelvinator va White
Westinghouse
Bae My; Refripar
Brazil; va
the Olympic Group a Trung Bong va Bae Phi .
a
a
Marketing
Excellence
>>Emirates
Emirates la mot doanh nghi$p hang khong vai
sl/ m$nh cung cap d!ch vv v$n chuyen hang
khong thuang mc;i.i chat luqng cao . Chien luqc
toan cau cua doanh nghi$p c6 mvc tieu cc;i.nh
hoi:
tam nh)n Va XU hLJang toan cau trong nganh
cong nghi$p thiet bi gia dvng.
2.
Electrolux se nh$n duqc nhCrng lqi ich gl tu
vi$c mua lc;i.i GE Appliances? Lam the nao de
phu hqp vai djnh huang chien luqc cua T$p
doan? NhCrng ll)'a chon chien luqc nao khac
ma Electrolux c6 the theo du6i cho Sl)' phat
trien trong tuang lai de dc;i.t duqc Slf thong
tr! toan cau Ian han ?
Nguon: Electrolux Group Annual Report 2013, www.electrolux.com; "History,"
"Strategy," and "Markets," www.electrolux.com; Katarina Gustafsson, "Electrolux
CEO Hints at More Deals After GE Appliances Purchase," Bloomberg, September
8, 201 4.
tranh hi$u qua, vuqt xa gi6'i hc;i.n cua thi truang
Vinh A R$p va Trung Bong. Nam 1985 , chinh
phu Dubai, nh$n thl/c ve nguon ll)'C dau mo hc;i.n
che cua dat nuac, da cho ra mat tau san bay
(flag carrier) nhLJ m(lt Sl)' thay the Cho Vi$c tang
tru&ng kinh te a Cac Tieu vuang quoc A R$p
Thong nhat (UAE).
XAY DUNG CH IEN LUOC VA KE HOACH MARKETING
8ay dLJQ'C COi la mot trang nhCrng nha Cung cap
djch Vl) hang khong l&n nhat Va cq_nh tranh nhat
tren toan the giai .
Ve phuang di$n djnh vi doanh nghi$p,
Emirates khong dU'Q'C coi la mot hang hang
khong A R$p hoq.t dong tren phq.m vi qu6c te
ma la mot cong ty toan cau c6 trL,J
Trung
8ong. 8jnh vi toan cau nay cua doanh nghi$p
da gay ra SV ac cam ti/ cac doi thu cq.nh tranh
coi Emirates la m6i de dQa nghiem trQng tren th!
truang. NhCrng d6i thu nay dang v$t Ion de cq.nh
tranh vai Emirates, d$.c bi$t la do lqi the dang
ke ve chi phf. Mot s6 doi thu cq.nh tranh nay da
buoc toi Emirates mot each d(rt khoat khi dU'Q'C
huang lqi ti/ cac khoan trq cap va mien trl/ cua
UAE tq.i san bay va cac khoan phf djch Vl) hang
khong. HQ cOng cao buoc rang Emirates IQ'i
dL,Jng tlnh trq.ng vay muqn ti/ UAE de dam bao
cac khoan vay duai lai suat thj truang.
sa a
M$.c du c6 nhieu diem mq.nh, doanh nghi$p
hang khong khong c6 loi. Vl sv coi thuang
sv cq.nh tranh trang khu vvc dang phat trien,
Emirates b6 qua nhCrng lo hong rat r6 trang
chien IU'Q'C thj truang cua mlnh. Ch~ng
hq.n,
Etihad Airways, mot chi nhanh cua chfnh -phu
Abu Dhabi, dang cung cap cac san pham thu
hut khach du ljch tlm kiem djch Vl) cao cap vai
gia ca cq.nh tranh. Gulf Air, mot phan thuoc
hCru cua chfnh phu Abu Dhabi, cOng da t$n
dL,Jng chfnh sach bau trai
de c6 quyen truy
c$p mien phf vao san bay Dubai. Emirates cOng
da 0 q.t mua may bay va th6i phong kfch thuac
cua cac doi tau cua mlnh. Trang khi dieu nay dq.i
di$n cho cac khoan dau tu Ian, n6 an chi/a cac
ham y rat sau rong. 8e c6 the c6 lqi the lau dai'
doanh nghi$p nen tra thanh co dong cua Airbus
ho$.c Boeing . Cac hang hang khong ch ju ap Ive
chi phf vl chi phf nhien li$u dq.i di$n cho chi phf
nhieu nhat chiem 30,7 phan tram (2013) trang
tong chi phf hoc;1t dong. Nguon nhan Ive cua
doanh nghi$p da rat tinh gQn va c6 hi$u qua doi
vai cac thanh phan chi phf khac. Emirates c6 the
giCr Chien IU'Q'C cat giam chi phf trang bao lau
ma khong can quan tam den cac d6i thu cq.nh
tranh?
w
.o
nt
hi
sv
a
75
om
Trang vong hai th$p ky, Emirates da ma
rong cac diem den va c6 lqi nhu$n tai chfnh
dang chu y. Trang nam 2014, da phL,Jc Vl.J 142
diem den tq.i 80 quoc gia ti/ trung tam Dubai.
HQ da v$n chuyen 44,5 tri$u hanh khach, tang
5, 1 tri$u so vai nam 2012-13 va 2,3 tri$u tan
hang v$n tai, tang 8%, g6p phan vao nam thl/
26 lien tiep hoq.t dong c6 lai. Doanh nghi$p da
chl/ng kien SV tang truang on djnh theo thai
gian ke tu khi thanh 1$p-da chuyen cha 26
tri$U hanh khach Va phl)C Vl) 101 diem den trang
nam 201 O; trang khi nhCrng con s6 nay chi la
14,5 tri$u va 83 vao nam 2005. Emirates khai
thac bon trang so muai chuyen bay thuang mq.i
dai nhat tren the gi&i ti/ Dubai den Los Angeles,
San Francisco, Dallas va Houston. Cong ty thue
han 52.000 nguai ti/ 162 quoc gia khac nhau.
Emirates cOng la thuang hi$u hang khong gia tr!
nhat the giai trang nam th(r ba lien tiep, vai gia
tr! 5,5 ty $. Emirates da duqc trao giai thuang
hang khong uy tfn cua nam bai Air Transport
World, ngoai ra con c6 han 400 giai thuang n6i
tieng khac trang nganh .
CHUONG 2
.c
Ban dau , hang da phL,Jc Vl.J 60 diem den tq.i
42 qu6c gia tren khap Chau Au, Trung 8ong,
Chau Phi, Chau A va Uc. 8e bat kip sv cq.nh
tranh mq.nh me, Emirates t$p trung vao san
pham, thiet bj, djch Vl) XUat Sac Va quang ba mot
hlnh anh chat luqng. 8e lam dieu d6, mot phi
hanh doan da QUOC gia da dU'Q'C tuyen dL,Jng Va
mot doi tau hi$n dq_i da dU'Q'C mua.
I
w
w
Cong ty c6 mot doi tau vai 72 thang tu6i
(tfnh den nam 2013), kha tre so vai nganh cong
nghi$p da 140 thang tu6i. Nha cac dieu khoan
tot vai Airbus va Boeing da Ling ho vi$c mua lq.i
cac may bay duang dai. NhCrng giao dich mua
ban khong lo nay da khien Emirates tra thanh
nha khai thac may bay Ian nhat cua Airbus
(A380) va Boeing (777) tren the giai, phan anh
khat VQng toan CaU CUa doanh nghi$p.
Emirates dU'Q'C coi la mot to chl/c sang tq.o
ve m$.t cong ngh$ do mua lq.i ca
hq. tang
luu trO' dot pha Trung 8ong. Ngoai ra, doanh
nghi$p la mot co dong l&n trong cac khach sq.n
nam sao sang trQng. Hi$u suat cua cong ty
duqc cho la do each tiep c$n khach hang xoay
quanh viE;lc cung cap mot san pham chat luqng:
may bay Boeing va Airbus hq.ng A doc quyen,
djch Vl) bay Cao cap Va du ljch vai gia Ca cq_nh
tranh. 8e thvc hi$n hi$u qua chi phf v$n chuyen
hang h6a va quan ly m$.t dat, djch Vl.J an uong,
cong ngh$ thong tin va cac Mn nghi du lich khac
Dnata ho trq tham VQng toan cau cua Emirates.
a
sa
sa
ma
ca.u
hoi:
1.
Lam the nao Emirates c6 the xay dvng mot
thuang hi$u vCrng mq.nh trang nganh hang
khong de cq.nh tranh tren toan the giai?
2.
Mot s6 diem yeu r6 rang trang djnh huang
chien IU'Q'C cua doanh nghi$p la gl? Lam the
HIEU
VE QUAN
TR I MARK ETING
nao de hang hang khong c6 the giai quyet
chung?
3. V6'i Slf Sl)t giam cua gia nhien li$u tren toan
cau, cac doanh nghi$p hang khong tiep
tvc g$t hai nhO'ng lqi fch. 8ieu nay se c6
tac d<)ng g1 den chien IU'Q'C kinh doanh cua
Emirates trong tuang lai?
Nguon: Emirates Group Annual Report 2013-201 4; John F. O'Connell,"An
Examination of the World's Most Profitable Airline in 2009/10: the Emirates business model," John F O'Connell and George Williams, eds., Air Transport in the 21st
ho~c
marketing m~u:
Pegasus sports International
om
Ke
Century: Key Strateg ic Developments (UK: Ashgate, 2012) , p. 421; Justin Bachman,
"Emirates Flies Into America, and U.S. Airlines Grow Anxious," BusinessWeek,
October 2, 201 4; Kenneth Rapoza, "Why UAE And Qatar Have The 'World's
Best' Airlines, " Forbes, April 1, 2014; Scott McCartney, "Emirates, Etihad and Qatar
Make Their Move on the U.S.," Wall Street Journal, November 6, 2014; Andrew
Parker and Simeon Kerr, "Emirates: In a sweet spot," Financial Times, December 8,
201 3; "Emirates increases competition with Etihad and Qatar as it adds Chicago
to its US network," Centre for Aviation (CAPA), March 5, 2014; Jad Mouawad,
"Emirates' Ambitions Worry European Rivals," New York Times, February 12, 2011 ,
p. BU1 ; Also see Timothy Clark's, President and CEO of Emirates, speech to the
International Aviation Club, September 13, 201 2.
bang khac nhau , phvc vv nganh cong nghi$p truqt
lnline skates dang phat trien.
1.0 Tom tat
2.1 Tom tat th! tnrcmg
Pegasus s& hCru thong tin tot ve thi truang va biet rat
nhieu Ve CaC thUOC tfnh pho bien san pham dU'Q'C khach
hang danh gia cao nhat. Thong tin nay se duqc t$n
dt,Jng de hieu ro han Ve ai dU'Q'C phl,JC Vl,J, nhu cau Cl) the
cua ho la gl va lam the nao de Pegasus c6 the giao tiep
tot han vai ho.
w
w
w
.o
nt
hi
Pegasus Sports International la mot nha kh&i nghi$p
san xuat phl,J ki$n truqt patin a thi truang san pham di
theo san pham chfnh (after-market). Giay patin mot hang
banh (lnline skates) CO bon ho$c nam banh xe dU'Q'C sap
xep thanh mot hang duy nhat Va thuang dU'Q'C Cong
chung goi la Rollerblades mot trong nhCrng tien phong
trong loq.i hang nay. Ngoai cac san pham di theo san
pham chfnh, Pegasus dang phat trien SkateTours, mot
dich Vl) dua khach hang ra ngoai, ket hqp vai mot CLra
hang truqt bang dja phuang va cung cap cho ho mot
bu61 chieu truqt bang bang giay lnline skates va mot so
phl,J ki$n khac cua Pegasus.
Thi truang phv ki$n giay truqt patin da phan l&n bi
b6 qua. M$c du c6 mot so nha san xuat Ian cua giay
truqt, thi trl/ang phv ki$n da khong duqc giai quyet.
8ieu nay cung cap cho Pegasus mot ca hoi phi thuang
dephat trien thi truang . Truqt bang la mot mon thethao
bung no. Hi$n nay hau het cac loq.i truqt bang la giai tri.
Tuy nhien, ngay cang c6 nhieu cuoc thi truqt bang , bao
gom cac CUOC thi dau theo dOi nhU' khuc con cau truqt
bang hay CaC CUOC thi Ca nhan nhU' dua Xe truqt bang
toe do. Pegasus se phat trien cac thi truang nay va phat
trien thi truang v$n chuyen giay truqt bang, mot each
sl.r dt,Jng truqt bang ti$n dvng han.
Pegasus da phac thao mot chuang trlnh marketing
tq.i thi truang ket hqp CaC San pham Va dich Vl,J CO lien
quan cao vai chien luqc phan phoi trl!c tiep den nguai
tieu dung nham phat trien niem dam me va long trung
thanh cua khach hang.
.c
PHAN 1
sv
76
Th i trmrng mvc
•
tieu
Giai trf
• The dvc the hlnh
• Toe do
•
Khuc con cau
•
Mq.o hiem
2.1.1 Nhan khau hQc th! tnrerng
Ho sa c o khach hang dien hlnh cua Pegasus bao gom
. cac yeu to ia ly, nhan khau hoc va hanh vi sau:
f) ja ly:
•
Pegasus khong xac djnh khu VL!C mvc tieu theo
dia ly. Bang each t$n dt,Jng phq.m vi
rong cua
Internet va nhieu dich Vl) giao hang, Pegasus c6 the
phl,JC Vl,J ca khach hang trong nuac Va quoc te.
ma
2.0 Phan tich boi canh
• Tang dan so mvc tieu la 31 tri$u nguai dung .
Pegasus dang buac vao nam dau tien hoq.t dong . Cac
san pham da duqc d6n nh$n va marketing se la chla
kh6a cho SL! phat trien nh$n thl/c Ve thuang hi$U Va san
pham cong nhu SL! phat trien cua ca
khach hang.
Pegasus International cung cap mot so phv ki$n truqt
Nhan khau h9c:
sa
•
C6 mot ty 1$ gan nhu bang nhau giCra nguai dung
nam va nCr .
I
XAY DUNG CHIEN LUOC VA KE HOACH MARKET ING
.
BANG 2.4
'
-
.
.
'
:
~
-
Khach hang
: .. -.,_
'
Dt;t bao-~" th! ~·-_,.: tnJong
mvc tieu.
.:i;l~-"'
d_:~
•
>
-
sv tang
... ~
..
•
D~
tiem nang
,
·
_' -'
,
...... ~-·
bao th ! tru'ong
'
'_, _., '.· :.~·)}',
.
-
m~c
.
'. ~,_ . · ;. -~.·
..
•
.,i;~f<-0:(
CHUONG 2
. ·:(~.;
.
,,
77
:-::·:·
_ · "._ ... :,,
...... _
!of.',.-<>
~.l't, 1 ~",?'·li:
·'
-~:;
·~
_,>_
·i
•,j. ..
tieu
2015
2016
2017
2018
2019
CAGR*
tru'dng
Giai trf
10%
19.142.500
21.056.750
23.162.425
25.478.668
28.026.535
10,00%
The hlnh
15%
6.820.000
7.843.000
9.019.450
10.372.368
11 .928.223
15,00%
T6ea¢
10%
387.500
426.250
468.875
515.763
567.339
10,00%
Khue g6n eau
6%
2.480.000
2.628.800
2.786.528
2.953.720
3.130.943
6,00%
M9o hiem
4%
2.170.000
2.256.800
2.347.072
2.440.955
2.538.593
4,00%
Tong e(lng
10,48%
31.000.000
34.211.600
37.784.350
41.761.474
46.191 .633
10,48%
'Toe a¢ tang truong hang nam
.c
•
Djch VtJ khcich hang. Dich VL) kieu m§.u la can thiet
de xay dl!ng mot doanh nghi$p ben vCrng c6 mot
ca s& khach hang trung thanh.
nt
hi
a
phl)C VL) nhu cau tmqt bang cua ngu&i chai. Kinh
nghi$m trong nganh va Sl! cong hien ca nhan cho
man the thao nay cua Pegasus se cung cap cho
ho nhCrng thong tin can thiet de tq.o ra nhCrng san
pham c6 thiet ke sau sac.
sv
a
om
a
• 80 tuOi 13 den 46, vai 48% phan CL)m dO tu6i
23 den 34. Ngu&i dung vl giai trf c6 xu huang c6
khoang do tuOi rong nhat, bao gom ca ngu&i dung
tre va ngu&i Ian nang dong. Ngu&i dung vl the hlnh
c6 XU huang do tuOi 20 den 40. Ngu&i dung vl
toe do CO XU huang dO tuOi CUOi 20 Va dau 30.
Cac cau thu khuc con cau n6i chung la a tu6i thieu
nien cho den dau nhCrng nam 20 tu6i. Phan khuc
ngu&i chai mq.o hiem c6 do tuOi tuang tl! nhu cac
cau thu khuc con cau.
Nhan
w
Ngu&i dung tm&ng thanh c6 thu nh$p ca nhan
trung blnh la 47.000$.
to hanh vi
w
•
.o
• Trong so nhCrng ngu&i dung tren 20 tu6i, 65% c6
bang dq.i hoc ho$c tham gia kh6a hoc dq.i hoc.
Ngu&i dung thfch cac hoq.t dong the dl)c khong
phai la mot phuang ti$n cho mot CUOC song lanh
mq.nh ma la cac hoq.t dong thl!c Sl! thu vi trong
chfnh ho.
•
Ngu&i dung chi tien cho thiet bi, dien hlnh la thiet bi
thethao.
.•
w
•
Ngu&i dung c6 loi song tfch Cl!C bao gom mot so
loq.i giai trf ft nhat hai den ba Ian mot tuan.
2.1.2 Nhu cau thi tnrerin
Pegasus dang cung cap cho con dong truqt bang mot
loq.t cac phi.) ki$n gom .tat ca ac bien the cua tmqt
bang. Doanh nghi$p dang tlm ca h cung cap nhCrng lqi
fch quan trong doi vai khach han nhu sau:
•
San ph§m thu cong c6 chat lll'<}'ng. Cac khach
hang lam vi$c cham chi kiem tien khong thfch chi
ti8u cho cac san pham dung mot Ian chi dung trong
mot ho$c hai nam.
•
Thiet ke chu
Thi tru&ng tmqt bang da khong
dU'Q'C giai quyet bai cac san pham chu dao CO the
aao.
2.1.3 Xu htr&ng thi trtrerng
Pegasus se tl! phan bi$t bang cac san pham marketing
tmac day khong danh cho ngu&i tmqt van. Sl! nhan
mq.nh trong qua kh(r la ban giay tmqt va rat ft bo ph$n
thay the. So luqng ngu&i tmqt van kh6ng bi giai hq.n a
bat ky mot quoc gia, IL)C dia ho$C nh6m tuOi nao, do d6
c6 mot thi tm&ng the giai. Pegasus c6 san pham cho
hau het cac nh6m ngu&i truqt van.
Phan khuc phat trien nhanh nhat cua man the thao
nay la v$n dong vien truqt bang the dl)c the hlnh (Bang
2.4). Do d6, marketing dang duqc huang tai nh6m nay.
BladeBoots se cho phep ngu&i dung vao nha may ma
khong phai thao giay truqt. BladeBoots se nham den
cac v$n dong vi en truqt bang giai trf, phan khuc Ian
nhat. M$t khac, SkateAids thl tuy$t v&i cho tat ca moi
ngu&i.
Mon the thao tmqt bang cong se phat trien thong
qua SkateSailing. Mon the thao nay chu yeu danh cho
ngu&i truqt bang tl) trung blnh den cao cap va tiem
nang phat trien la rat Ian. NhCrng canh buom ma Pegasus da san xuat da dU'Q'C ban a chau Au, theo mo hlnh
tuang tl! nhu luat van buom. Mon the thao luat van
buom (windsailing) bat nguon tu Santa Monica nhung
da khong thanh cong cho den khi n6 phat trien rong Ian
chau Au.
Mot xu huang khac la tmqt bang nh6m. Ngay cang
c6 nhieu nh6m cung nhau tham gia cac chuyen du
ngoq.n tmqt bang tq.i cac thanh pho tren khap the giai.
Ch&ng hq.n , San Francisco c6 tmqt bang nh6m dem thu
hut hang tram ngu&i. Xu huang thi tm&ng dang cho
a
78
PHAN 1
I HIEU VE QUAN TR I MARKETING
thay SL! tang trLJang lien tL,JC trong tat Ca CaC loq.i hlnh
truqt bang .
•
Vi$c cong bo mot nghien CLJU d$t cau hoi ve SL! an
toan khi truqt bang hay khong du kha nang ngan
ngl.ra cac chan thuang do truqt bang gay ra
2.1.4 SI! tang trLr&ng cua th! trLrerng
Gia giay truqt giam xuong do SL! cq.nh tranh cua rat
nhieu doanh nghi$p truqt bang, th! truang da c6 SL!
tang tru&ng on djnh tren toan the gi6'i, m$c du doanh
so ban hang da ch$m lq.i mot so th! truang. Thong ke
tang tru&ng nam 2015 uac tfnh la khoang 31 tri$u dan
vi san pham. Ngay cang c6 nhieu nguai kham pha ra va
nhieu truang hqp la kham pha lq.i, vi$c kham pha lq.i-cac
lqi fch sue khoe va niem vui cua truqt bang mang lq.i.
a
2.2 Phan tfch SWOT
Phan tfch SWOT sau day nam bat nhCrng diem mq.nh va
diem yeu chfnh cua doanh nghi$p va mo ta cac ca hoi
va thach thuc ma Pegasus phai doi m$t.
Kinh nghi$m chuyen sau va hieu biet sau sac ve
nganh
.c
2.4 San pham chao ban
• . Nha thiet ke san pham sang tq.o va thiet thl!C
Mo hlnh kinh doanh linh hoq.t, hi$u qua cao t$n dt,mg
kenh phan phoi Va ban hang trl!C tiep cha khach
hang
Pegasus Sports International hi$n cung cap mot so san
pham:
•
San pham dau tien duqc phat trien la BladeBoots,
VO bQC cho banh xe va khung cua giay truqt mot
hang banh, cha phep nguai truqt bang vao nhCrng
nai ma thong thuang khong cho phep ho truqt
patin. BladeBoots di kem v6'i mot tui nh6 va day dai
chuyen d6i thanh mot tui dl!ng giay c6 thiet ke dE?p.
hi
•
sv
•
Pegasus Sports International dang hlnh thanh th! truang
cua rieng mlnh. M$c du c6 vai doanh nghi$p san xuat
canh buom va tay cam (foils) ma mot so nguai truqt
bang dang su dL,Jng nhung Pegasus la thuang hi$u duy
nhat duqc thiet ke b&i nguai truqt van va danh cha
nguai truqt van. NhCrng canh buom cua mot vai doi
thu cq.nh tranh tren th! truang khong duqc thiet ke de
truqt bang (skating) ma danh cha lu6't van (windsurfing)
ho$c cho van truqt (skateboards). 8oi v6'i tay cam, vi$c
s& hCru n6 va mang theo khi chai la khong thl!c te. C6
nhCrng doi thu cq.nh tranh gian tiep khac nhau la nha san
xuat giay truqt bang thl!c te. Sau nhieu nam c6 m$t tren
th! truang, cac doanh nghi$p nay v§n chua tr& thanh
doi thu cq.nh tranh trl!C tiep bang each san XUat cac phL,J
ki$n cha giay truqt ma ho lam ra.
om
2.2.1 E>iem m9nh
2.3 SI! canh tranh
nt
2.2.2 E>iem yeu
SL! phL,J thUQC vao nguon von ben ngoai can thJ't de
phat trien doanh nghi$p
•
Thieu cac nha ban le c6 the lam vi$c trl!c tiep , i
khach hang de tq.o ra nh$n di$n ve thuang hi$ va
san pham
•
Kh6 khan trong vi$c phat trien nh$n di$n ve thuang
hi$u cua mot doanh nghi$p kh&i nghi$p
•
San pham thu hai la SkateSails. NhCrng canh buom
nay dLJQ'C thiet ke d$c bi$t de SU dL,Jng trong khi
truqt bang. Phan hoi ma Pegasus da nh$n dLJQ'C
tl.r nhCrng nguai truqt bang cho thay skatesailing
c6 the tr& thanh mot man thethao rat pho bien .
Thuang hi$u san pham nay hi$n dang dLJQ'C tien
hanh thl!c hi$n.
•
San pham thu ba, SkateAid, se duqc san xuat vao
cuoi nam ~ Y : ?ac y tu&ng khac cho cac san pham
dang duqc ph@t-trien nhung se khong duqc tiet 19
cha den khi Pegasus c6 the bao v$ chung thong
ly cua bang sang che.
qua cac dan dang cha
w
w
w
.o
•
2.2.3 Ccr h{>i
•
SL! tham gia vao mot nganh cong nghi$p dang phat
trien
•
Chi phf san xuat san pham giam theo quy mo cua
nen kinh te
•
Kha nang thuc day nhCrng no ll!C marketing cua
nguai tham gia nganh cong nghi$p khac giup phat
trien th! truang chung
2.2.4 Thach thfrc
•
SL! cq.nh tranh trong tuang lai/ tiem nang tl.r nguai
da duqc thiet 1$p tham gia th! truang
•
SL! SL,Jt giam lien tL,JC trong nen kinh te c6 the tac
. dong tieu ClfC den vi$c chi ti8u cua moi nguai tl.r
nguon thu nh$p san c6 cho cac san pham the dL,Jc/
giai trf
xu
2.5 Chia kh6a thanh cong
Chla kh6a thanh cong la thiet ke va san xuat cac san
pham dap L1ng nhu cau th! truang. Ngoai ra, Pegasus
phai dam baa SL! hai long cua khach hang . Neu nhCrng
chla kh6a thanh Cong nay dq.t dLJQ'C, n6 Se tr& thanh m<'.)t
doanh nghi$p c6 lqi nhu$n, ben vCrng.
2.6 Cac van
de quan tr9ng
La mot doanh nghi$p kh&i nghi$p, Pegasus v§n dang
trong giai doq.n dau. Cac van de quan trong danh cho
Pegasus la:
xAv DUNG CHIEN LUOc vA KE HOACH MARKETING
•
8inh vi la doanh nghi$p phL.J ki$n trLJqt bang hang
dau.
•
Theo duOi SL/ tang trLJ&ng c6 kiem soat chi ra rang
chi phf ILJang bong se khong bao gia VLJQ't qua
doanh thu. 8ieu nay se giup bao v$ doanh nghi$p
chong lq.i suy thoai.
•
ThLJang xuyen theo d6i SL! hai long cua khach hang,
dam bao rang chien ILJQ'C tang trLJ&ng se khong bao
gia lam anh hLJang den djch Vl) Va ml/c dO SL/ hai
long.
3.0 Chien IUQc marketing
vi
om
Pegasus se dinh vi mlnh la doanh nghi$p phl) ki$n tmqt
bang hang dau & th! truang sau khi phat hanh. 8inh
vi nay se dq.t duqc bang each t$n dL,Jng lqi the canh
tranh cua Pegasus: kinh nghi$m va niem dam me tr~ng
nganh. Pegasus la mot doanh nghi$p trLJqt bang dLJQ'C
thanh 1$p b&i nhO'ng ngLJai tmqt van va danh cho nguai
trLJqt van. Nha quan tri c6 thesl/ dL,Jng kinh nghi$m rong
Ian va niem dam me ca nhan cua mlnh vai mon thethao
nay de phat trien cac phL.J ki$n sang tq.o, hcru fch cho
nhieu ngLJai truqt van.
sv
SI/ mE;lnh cua Pegasus Sports International la cung cap
cho khach hang nhO'ng phL.J ki$n trLJqt bang tot nhat
hi$n c6 . "Chung toi tan tq.i de thu hut va duy trl khach
hang. Vai viE;lc tuan thu nghiem ng$.t cau cham ngon
nay se chac chan mang lq.i thanh cong. Cac dich VL.J va
san pham CUa Chung toi Se VLJQ't xa SL/ mong dqi Cua
khach hang."
79
.c
3.1 Su m~nh
CHUONG 2
rong thi trLJCrng nay bang each quang ba SkateSailing,
mot mon the thao mai pho bien & ca Santa Monica va
Venice Beach & California. Phan tfch SL/ tham gia cua
trLJqt bang nhu sau : 1+ phan tram toe do (tang trLJ&ng),
khuc con Cau 8% (giam), 7% mq_o hiem /tfch Cl/C (giam),
the ll!c 22% (tang gan 7 tri$u, phat trien nhanh nhat) va
61 % giai trf (gia dau ti8n). Cac san pham cua Pegasus
dang nham den cac nh6m the ll!c va giai trf vl chung
phat trien nhanh nhat. Cac nh6m nay dang huang den
s~c
kh6e va the ll!c, va ket hqp cac nh6m nay lq.i c6 the
de dang tang trLJ&ng tai 85% (ho$.c 26 tri$u) thi tmang
trong nam nam tai.
3.5 E>jnh
Chia kh6a cho chien ILJQ'C marketing la t$p trung vao toe
do, sue kh6e va the IL!c va ngLJai tmqt van giai trf. Pegasus c6 the chiem khoang 80% th! trLJang trLJqt bang vl
n6 san xuat cac san pham hLJCrng den tl.rng phan khuc.
Pegasus c6 the giai quyet tat ca cac phan khuc khac
nhau tren th! tmang b&i vl, m$.c du moi phan khuc khac
nhau ve ngLJai dung va thiet bi, cac san pham cua n6
hO'u fch cho tat ca cac phan khuc khac nhau.
I
4.0 Chien thuat marketing
w
3.2 Mvc tieu marketing
.o
nt
hi
ML.Jc tieu duy nhat cua chLJang trlnh marketing la dinh
vi Pegasus la nha san xuat phl) ki$n tmqt bang hang
dau, phvc VL.J thi trLJang trong nLJac cong nhLJ th! truang
quoc te. ChLJang trlnh marketing se tlm each tq.o ra
nh$n di$n CUa khach hang Ve cac san pham Va djch VL,J
dLJQ'C cung cap trLJaC ti8n Va sau d6 phat trien ca SCr
khach hang. CL,J the, chLJang trlnh marketing cua Pegasus, bao gom cac each tiep c$n sau day ve san pham,
gia ca, phan phoi va truyen thong.
Duy trl tang trLJ&ng tfch Cl/C, mq.nh me moi quy
(m$.c du mo~an
theo mua).
· hang
•
8qt dLJQ'C mot SL/ gia tang on djnh trong viE;Jc tham
nh$p th! truang.
•
Giam chi phf s& hO'u khach hang 1 ,5% moi quy.
w
w
•
3.3 Mvc tieu tai chinh
•
Tang ty suat lqi nhu$n them 1 % moi quy thong qua
hi$u qua va lqi nhu$n theo quy mo kinh te.
•
Duy trl ngan sach quan trong cho nghien ClrU va
phat trien (tfnh theo ty 1$ phan tram so vai doanh
thu) de thuc day phat trien san pham trong tLJang
lai.
•
89t dLJQ'C toe do tang trLJ&ng gap doi den ba chef
so trong ba nam dau Mn .
3.4 Cac thi tnrerng mvc tieu
Vai mot thi trLJang trLJqt bang the gi&i dl! kien 31 tri$u
dang tang trLJ&ng deu d$.n (so li$u thong ke do Hi$p hoi
cac nha san xuat hang the thao) cong bo, thi trLJang
ngach da dLJqc tq.o ra. Mvc dfch cua Pegasus la m&
4.1 San pham
Mot so san pham hi$n dang dLJQ'C phat trien cua Pegasus c6 bang sang che va nghien clt'u th! trLJang tq.i dia
phuang chi ra rang khach hang c6 nhu cau Ian doi vai
cac san pham nay. Pegasus se dq.t dLJQ'C SL! tham nh$p
thi truang nhanh ch6ng va dang ke thong qua mot mo
hlnh kinh doanh vO'ng chac, ke hoq.ch dai hC?.n va doi ngo
quan ly mq.nh c6 thethl!c thi cac ca hoi thu vi . Ba giam
doc trong nh6m quan tri c6 han 30 nam ket hqp kinh
nghi$m ca nhan va nganh. Kinh nghi$m sau rong nay
cung cap cho Pegasus thong tin thl!C nghi$m cOng nhu
niem dam me de cung cap cho thi truang sau khi phat
hanh truqt bang vai cac san pham rat can thiet.
4.2 Gia ca
Gia ca se dLJQ'C thiet 1$p dl!a tren gia ban le cua moi san
pham . B&i vl lqi the cua vi$c ban trl!c tiep, lqi nhu$n c6
the dq_t dLJQ'C cao han Va du gia cao nhLJrJg van Se thu
hut cac phan khuc khach hang.
PHAN 1
HIEU VE QUAN TR! MARKETING
cung cap cho Pegasus nhO'ng phan hoi ve san pham c6
gia trj va da d§.n den mot so cai tien ve thiet ke.
4.3 Phan phoi
Pegasus se ban san pham ban dau thong qua trang
web cua mlnh. Ngoai vi$c t90 ra lqi nhu$n cao han,
phuang phap tiep c$n tn1c tiep v&i nguai tieu dung nay
se cho phep Pegasus duy trl moi quan h$ ch$t che v&i
khach hang, dieu can thiet desan xuat cac san pham c6
nhu cau thj tru&ng thl!C Sl!. Vao cuoi nam nay, Pegasus
cOng se phat trien moi quan h$ vai cac cl/a hang giay
truqt khac nhau va se bat dau ban mot so san pham
cua mlnh thong qua cac nha ban le.
5.0 Tai chinh
Phan nay se cung cap tong quan tai chinh cua Pegasus
lien quan den cac ho9t dong marketing. Pegasus se giai
quyet phan tfch hoa von, dl! bao doanh thu va dl! bao
chi phi va chi ra each thuc cac hoc;i.t dong lien ket v&i
chien luqc marketing.
5.1 Phan tfch hoa van
Phan tich hoa von (Bang 2.5) chi ra rang doanh thu ban
hang hang thang can dC;lt la 7.760$ de dC;lt den diem
hoa von.
5.2 Dl! baa daanh thu
om
Pegasus cam thay rang cac so li$u dl! bao doanh thu la
bao thu . N6 se tang doanh thu deu d$n cung v&i ngan
sach quang cao cho phep. M$c du dl! bao thi tru&ng
ml,Jc tieu (Bang 2.4) da li$t ke tat ca cac khach hang
tiem nang duqc chia thanh cac nh6m rieng bi$t, dl! bao
doanh thu (Bang 2.6) phan nh6m khach hang thanh hai
lo9i: giai tri va cq.nh tranh. Giam so luqng danh ml,JC cho
phep nguai doc nhanh ch6ng phan bi$t thong tin, lam
cho bieu do c6 nhieu chuc nang han.
su
w
.o
nt
hi
Thong di$p ma ·Pegasus se truyen tai la Pegasus cung
cap cac phl,J ki$n truqt bang dU'Q'C thiet ke tot nhat Va
hO'u ich nhat. Thong di$p nay se duqc thong dq.t thong
qua nhieu phuang phap . 8au tien se la website cua
Pegasus, nai se cung cap nguon thong tin san pham
phong phu va cung cap cho ngu&i tieu dung ca hoi mua
hang. Rat nhieu thai gian va tien bc;i.c se duqc dau tu
vao website de cung cap cho khach hang nh$n th(rc ve
Sl/ chuyen nghi$p Va ti$ ~ 1Ch
Cua cac San pham Va djch
Vl,J cua Pegasus.
Phuang phap marketi th(r hai se la d$t quang cao
tren nhieu tc;i.p chi nganh. Nganh cong nghi$p truqt bang
dU'Q'C h6 trq bai mot SO tC;lp chi khac nhau dU'Q'C thiet
ke ra nham thuc day toan bo nganh . Ngoai ra, mot so
luqng nh6 t9p chi djnh ky phl,Jc Vl,J cac phan khuc thi
truang nh6 han trong nganh truqt bang. each th(rc
truyen thong cuoi cung la Slr dl,Jng tai li$u in. Hai each
thuc marketing duqc de c$p phia tru&c se t90 ra nhu
cau VS tai li$u ban hang, Va n6 SS dU'Q'C gui Cho khach
.hang. Chi phi cua tai li$u ban hang se kha nh6 vise
dl,Jng thong tin da duqc bien so9n tCr website.
.c
4.4 Truyen thong
sv
80
w
w
Pegasus may man c6 duqc thai v$n tot khi nam ngay
trung tam cua the gi&i truqt bang: Venice, California. HQ
se c6 the t$n dl,Jng vi tri ca hoi nay bang each lam vi$c
v&i nhieu ngu&i truqt bang khac nhau song trong khu
Vl/C . Pegasus da c6 thethu nghi$m tat ca cac san pham
cua mlnh khong chi v&i cac giam doc chu chot-nhO'ng
nguai truqt bang thanh cong, ma con v&i nhieu ngu&i
dung chuyen dl,Jng va "nguai dung m&i" Venice. Vi$c
thu nghi$m san pham rong rai b&i nhieu nguai dung da
a
- .. -
~
, Phan tfch hba van
~ ~
•
•
•
<
~·
_,,
~
"
I
_ ',
Don vj hoa von hang thang
Doanh so hoa von hang thang
-
;~•'
•' k
1
.·)
<
62
7.760$
Gia d!nh:
Doanh thu trung blnh tren moi don vj
Doanh thu
125.62$
Chi phi bien doi trung blnh tren moi don vj
22.61$
Chi phi co djnh hang thang Voe tfnh
6.363$
;r
'
~
'
:'>;r
'-
)
,.;
~;, Dl! .bao doanh thu hang tiang
-?.'~
......... ,
/,.,,.
',
i· c! -·-·-
<- ...
~'{.
(
l-'
s
2015
2016
2017
455.740$
598.877$
687.765$
Cc.inh tranh
72.918$
95.820$
110.042$
Tong c(>ng
528.658$
694.697$
797,.807$
Chi phi ban hang
trl,fc tiBp
2015
2016
2017
Giai trf
82.033$
107.798$
123.798$
Cc.inh tranh
13.125$
17.248$
19.808$
Tong c(>ng
95.158$
125.046$
143.606$
~
1
- =-n
j'~
•
•
BANG 2.5
ts~"-Q.
Giai tri
4.5 Nghien cfru th i tnrerng
------- - - ,-- - - - --; -\--,. - - - - ; .:;--:;- .,---.: --
BANG 2.6
i17 -
1
5.3 Dlf baa chi phf
Dl! bao chi phi se dU'Q'C Slr dl,Jng nhu mot cong Cl,J de
giO' cho bo ph$n d9t ml)c tieu va cung cap cac chi so
khi can SLra d6i/ dieu chinh nham thl!C hi$n t0t han ke
ho9ch marketing .
XAY Dl)NG CH IEN LUOC VA KE HOACH MARKETI NG
I
CHUONG 2
81
BANG 2.7
Ke h o~ch
Ngay
bat aau
CQt moc
Ngay ket
thuc
Ngan
sach
Ngu'oi
quan ly
BQ
Stan
Marketing
Thue ngoai
Marketing
ph~n
Hoan thanh ke hoc;ich marketing
1/1/15
2/1/15
0$
Hoan thanh trang web
1/1/15
3/15/15
20.400$
Chien djch quang cao #1
1/1/15
6/30/15
3.500$
Stan
Marketing
Chien djch quang cao #2
3/1/15
12130/15
4.550$
Stan
Marketing
Phat trien kenh ban le
1/1/15
11/30/15
0$
Stan
Marketing
Tong c(>ng
28.450$
om
6.1 ThlfC hi«%m
BANG2.8 2017
25.000$
8.000$
10.000$
Quang cao
8.050$
15.000$
20.000$
Tai li~u
1.725$
2.000$
3.000$
34.775$
25.000$
33.000$
6,58%
3,60%
398.725$
544.652$
75,42%
78,40%
Phan tram doanh thu
Lai g(>p
4,14%
621.202$
77,86%
w
6.0 Kiem soat
w
w
Lai g(>p I doanh thu
nt
Tong chi phf ban hang
va marketing
.o
in
6.2 To chfrc marketing
Stan Blade se chju trach nhi$m cho cac hoq.t dong marketing.
hi
Trang web
.c
201 6
sv
2015
Cac cot mac xac djnh cac chuang trlnh marketing chfnh
(Bang 2. 7). 8ieu quan tr9ng la phai hoan thanh tung
hq.ng mvc dung hq.n va trong ngan sach (Bang 2.8).
Mvc dlch thl!c hi$n ke hoq.ch marketing cua Pegasus
la de huang dan cho to chCrc. Cac rrnh Vlfc sau day se
dLrQ'C theo doi de danh gia hi$U suat:
6.3
Ke ho9ch dlf phong
Kh6 khan va rui ro
• Tq.o ra kha nang hien thj la mot trong cac van cua
doanh nghi$p kh&i nghi$p, d6 la chCrc nang dl!a
tren nen tang Internet.
•
SL! gia nh$p vao thi truang b&i mot doi thu cq.nh
tranh da duqc thiet 1$p
Rui ro trong truerng hgp xau nhat
•
Doanh thu: hang thang va hang nam
• Xac djnh truac tlnh trc;mg doanh nghi$p khong the
tl! tiep tvc.
•
Chi phi: hang thang va hang nam
•
•
SL! hai long cua khach hang
•
Phat trien san pham mai
Phai thanh ly thiet bi ho~c
trai cac khoan nq
s& hO'u trf tu$ de trang
Nguon: Adapted from a sample plan provided by and copyrighted by Palo Alto Software, Inc. Find more complete sample marketing plans at www.mplans.com . Reprinted by permission of Palo Alto Software.