bai3 chienluocmarketing stp eqvn 111007051821 phpapp02
TRANSCRIPT
-
8/2/2019 Bai3 Chienluocmarketing Stp Eqvn 111007051821 Phpapp02
1/27
6/25/20
w w w . e q v n . n e t
Ngi trnh by:
Nguyn Hong Ngc Phng
MBA, Ging vin,i hc Ti Chnh - Marketing
Chuyn :CHIN LC MARKETING - SPT
Chng trnh o to
MARKETING CN BN
w w w . e q v n . n e t
Ni dung chuyn
1. Chin lc STP
2. Phn khc th trng
3. Chn th trng mc tiu4. nh v
-
8/2/2019 Bai3 Chienluocmarketing Stp Eqvn 111007051821 Phpapp02
2/27
6/25/20
w w w . e q v n . n e t
Chn th trng mc tiu
(Chin lc S T P)
w w w . e q v n . n e t
Chn th trng mc tiu l mt giai
on khng th thiu c trong qu
trnh xy dng chin lc v t chc cc
chng trnh Marketing
-
8/2/2019 Bai3 Chienluocmarketing Stp Eqvn 111007051821 Phpapp02
3/27
6/25/20
w w w . e q v n . n e t
Marketing i tr(Mass Marketing)
Sn xut mt loi sn phm ng nht
cho tt c cc khch hng v p dng
cc phng thc Marketing ging nhau
w w w . e q v n . n e t
Any customer canhave a car painted any
colour that he wants so
long as it is black
-
8/2/2019 Bai3 Chienluocmarketing Stp Eqvn 111007051821 Phpapp02
4/27
6/25/20
w w w . e q v n . n e t
Marketing trng im(Target Marketing)
y l gii php cho ngi lm
marketing trong vic thu ht khch
hng
w w w . e q v n . n e t
Gip doanh nghip t hiu qu cao trong
hot ng sn xut kinh doanh.
Gip doanh nghip pht hin nhng c
hi th trng v tn dng c hi mt
cch hiu qu nht.
-
8/2/2019 Bai3 Chienluocmarketing Stp Eqvn 111007051821 Phpapp02
5/27
6/25/20
w w w . e q v n . n e t
Gip gia tng kh nng cnh tranh
ca doanh nghip
w w w . e q v n . n e t
Qu trnh Marketing trng im
Phn khcth trng
Chn th trngmc tiu
nh vsn phm
-
8/2/2019 Bai3 Chienluocmarketing Stp Eqvn 111007051821 Phpapp02
6/27
6/25/20
w w w . e q v n . n e t
1. PHN KHC TH TRNG
Segmentation
w w w . e q v n . n e t
1.1 Phn khc th trng l g?
-
8/2/2019 Bai3 Chienluocmarketing Stp Eqvn 111007051821 Phpapp02
7/27
6/25/20
w w w . e q v n . n e t
Phn khc th trngl vic phn chia th
trng thnh nhng
nhm ngi mua c
cng chung nhu cu
v c im
w w w . e q v n . n e t
1.2 Ti sao phi phn khc th trng?
1. Th trng tng th l
qu ln v khc bit
2. To iu kin cho
doanh nghip chn th
trng mc tiu mt
cch chnh xc v hiu
qu hn
-
8/2/2019 Bai3 Chienluocmarketing Stp Eqvn 111007051821 Phpapp02
8/27
6/25/20
w w w . e q v n . n e t
Khu vc a l
Nhn khu hc
Tm l
Hnh vi tiu dng
1.3 Cc tiu thc phn khc th trng
w w w . e q v n . n e t
1.3.1 Phnkhc theo khu
vc a l
Th trng c phn
chia theo nhng phmvi a l khc nhau
-
8/2/2019 Bai3 Chienluocmarketing Stp Eqvn 111007051821 Phpapp02
9/27
6/25/20
w w w . e q v n . n e t
1.3.2 Phn khc theo yu t nhn khu hc
La tui
Gii tnh
Thu nhp
Ngh nghip v trnh hc vn
w w w . e q v n . n e t
La tui
-
8/2/2019 Bai3 Chienluocmarketing Stp Eqvn 111007051821 Phpapp02
10/27
6/25/20
w w w . e q v n . n e t
Gii tnh
w w w . e q v n . n e t1:04:34 PM
-
8/2/2019 Bai3 Chienluocmarketing Stp Eqvn 111007051821 Phpapp02
11/27
6/25/20
w w w . e q v n . n e t
Thu nhp
w w w . e q v n . n e t
Ngh nghip v trnh hc vn
c tnh ngh nghip v trnh hc vn
cng l yu t nh hng n s khc
bit trong nhu cu s dng sn phm
-
8/2/2019 Bai3 Chienluocmarketing Stp Eqvn 111007051821 Phpapp02
12/27
6/25/20
w w w . e q v n . n e t
1.3.3. Phn khc theo yu t tm l Tng lp x hi
Li sng
C tnh
w w w . e q v n . n e t
1.3. 4. Phn khc theo hnh vi tiu dng
L do mua hng
ch li
Mc s dng Mc trung thnh
-
8/2/2019 Bai3 Chienluocmarketing Stp Eqvn 111007051821 Phpapp02
13/27
6/25/20
w w w . e q v n . n e t
1.4 Phn khc th trngi vi t chc
Khu vc a l
c im cng ty
w w w . e q v n . n e t
c im mua hng ca cng ty
c tnh ca ngi cung cp/ mi quan
h vi cc khch hng khc
-
8/2/2019 Bai3 Chienluocmarketing Stp Eqvn 111007051821 Phpapp02
14/27
6/25/20
w w w . e q v n . n e t
Tho lun
C th la chn nhng tiu thc no
phn khc th trng cc sn phm sau:
Nc hoa
Bnh ko
Giy dp
w w w . e q v n . n e t
2. LA CHN TH TRNG MC TIU
Targeting
-
8/2/2019 Bai3 Chienluocmarketing Stp Eqvn 111007051821 Phpapp02
15/27
6/25/20
w w w . e q v n . n e t
2.1 Khi nim th trng mc tiu
w w w . e q v n . n e t
Th trng mc tiu l th trng m
doanh nghip la chn da trn c s
phn tch nhu cu th trng, kh nng
cnh tranh v tn dng ngun lc mt
cch hiu qu nht xy dng hnh
nh ring
-
8/2/2019 Bai3 Chienluocmarketing Stp Eqvn 111007051821 Phpapp02
16/27
6/25/20
w w w . e q v n . n e t
Th trng mc tiu bao gm tp hp
nhng khch hng c nhng li ch hoc
nhng c tnh chung m doanh nghip
hng s phc v v nhng n lc
Marketing vo
w w w . e q v n . n e t
2.2 Nguyn tc chn th trng mc tiu
Ph hp vi mc tiu ca cng ty
Ha hp c c hi Marketing vi tim
nng ca cng ty
Phi t khi lng bn vi chi ph thp
Nn t c i th cnh tranh
-
8/2/2019 Bai3 Chienluocmarketing Stp Eqvn 111007051821 Phpapp02
17/27
6/25/20
w w w . e q v n . n e t
2.3 nh gi cc khc th trng
2.3.1 Quy m v mc tng trngca khc th trng
Doanh nghip thu thp v phn tch cc
d liu trong cc khc th trng
w w w . e q v n . n e t
2.3.2 Tnh hp dn ca cc khc th trng
Cc doanh nghip cn phn tch cc yu t
v p lc t th trng nh hng n kh
nng kinh doanh
-
8/2/2019 Bai3 Chienluocmarketing Stp Eqvn 111007051821 Phpapp02
18/27
6/25/20
w w w . e q v n . n e t
i th cnh tranhni b ngnh
i th tim
nng
Ngimua
Sn phmthay th
p lc cai th mi
p lc tngi mua
Nh cungcp
p lc ca sn
phm/dch v thay th
p lc ca nhcung cp
p lc t cc ith cng ngnh
w w w . e q v n . n e t
2.3.3 Mc tiu v kh nng v ngun
lc ca doanh nghip
Doanh nghip cn tnh n mc tiu di
hn v kh nng ngun lc trong mi
quan h vi cc khc th trng
-
8/2/2019 Bai3 Chienluocmarketing Stp Eqvn 111007051821 Phpapp02
19/27
6/25/20
w w w . e q v n . n e t
2.4 Chn th trng mc tiu
Doanh nghip c th la chn mt
trong ba chin lc sau khi a ra
quyt nh chn th trng mc tiu
w w w . e q v n . n e t
Cc chin lc p dng tip cn
Marketing khng phn bit (th trng mc
tiu nht th ha)
Marketing phn bit (th trng mc tiu a
dng)
Marketing tp trung (th trng mc tiu tp
trung)
-
8/2/2019 Bai3 Chienluocmarketing Stp Eqvn 111007051821 Phpapp02
20/27
6/25/20
w w w . e q v n . n e t
Marketing khng phn bit
Chin lcMarketing Mix Th trng
w w w . e q v n . n e t
Marketing phn bit
Chin lcMarketing 1
Chin lcMarketing 2
Chin lcMarketing 3
Khc th trng1
Khc th trng2
Khc th trng3
-
8/2/2019 Bai3 Chienluocmarketing Stp Eqvn 111007051821 Phpapp02
21/27
6/25/20
w w w . e q v n . n e t
Marketing tp trung
Chin lcMarketing
Khc th trng1
Khc th trng2
Khc th trng3
w w w . e q v n . n e t
3. NH V SN PHMPositioning
-
8/2/2019 Bai3 Chienluocmarketing Stp Eqvn 111007051821 Phpapp02
22/27
6/25/20
w w w . e q v n . n e t
3.1 Khi nim nh v
nh v sn phm c hiu l vic doanh
nghip s dng nhng n lc marketing
xy dng hnh nh sn phm v cng
ty, to mt v tr khc bit so vi i th
trong nhn thc ca khch hng
w w w . e q v n . n e t
3.2 Qu trnh nh v
3.2.1 Phn tch tnh hnh
Phn tch khch hng
Phn tch i th cnh tranh
Phn tch doanh nghip
-
8/2/2019 Bai3 Chienluocmarketing Stp Eqvn 111007051821 Phpapp02
23/27
6/25/20
w w w . e q v n . n e t
3.2.2 Lp bn nh v
Bn nh v c lp xc nh v
tr ca doanh nghip mnh v i th
cnh tranh
w w w . e q v n . n e t
thc hin chin lc nh v cc cng
ty s dng cc k thut to s khc bit
-
8/2/2019 Bai3 Chienluocmarketing Stp Eqvn 111007051821 Phpapp02
24/27
6/25/20
w w w . e q v n . n e t
Cc hnh thc to s khc bit
Sn phm Dch v Nhn s Knh phnphi n tng
Tnh nng Hot ng tin cy Kiu dng Thit k
Giao hng Lp t T vn Bo hnh Sa cha
Tc phong tin cy Nng lc chnh xc
che ph Hot ng
Biu tng Khng kh Cc hnhthc truynthng
S kin
w w w . e q v n . n e t
3.3 La chn chin lc nh v
3.3.1 nh v da vo thuc tnh sn phm
Aquafina -phn tinhkhit nht ca bn.
-
8/2/2019 Bai3 Chienluocmarketing Stp Eqvn 111007051821 Phpapp02
25/27
6/25/20
w w w . e q v n . n e t
3.3.2 nh v da vo li ch m sn
phm c th em n cho khch hng
w w w . e q v n . n e t
3.3.3 nh v da vo i tng khch hng
nh v da vo c tnh ca khch hng
nh v da vo cc c im c nhn ca
khch hng
-
8/2/2019 Bai3 Chienluocmarketing Stp Eqvn 111007051821 Phpapp02
26/27
6/25/20
w w w . e q v n . n e t
3.3.4 nh v theo c mun
w w w . e q v n . n e t
3.4 Nhng sai lm cn trnh khi nh v
nh v qu cao hoc qu thp
nh v qu nhiu yu t
nh v khng ph hp
nh v ln ln
-
8/2/2019 Bai3 Chienluocmarketing Stp Eqvn 111007051821 Phpapp02
27/27
6/25/20
w w w . e q v n . n e t