thuyettrinh_target marketing_(mtrang 110820).ppt

5/28/2018 Thuyettrinh_Target Marketing_(MTrang 110820).ppt

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Ch ! Ch !

ngbn ngnha!


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Target Market

110820

Marketing DeptNg Th Minh Trang

TH TRNGMC TIU


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3

Mc tiu thuyt trnh bn thn hiu v nm c kin thc c bn v chuyn ngnhca b phn m mnh ang lm vic.

TNng cao kh nng trnh din PPT Thng qua vic trao i thng tin, nng cao s hp tc trong cng

vic vi cc phng ban.


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Contents- Mc lc

1. What is Target MarketTh trng mc tiu l g?

2. Types of Market

Cc loi th trng

3. Progress of Target Market

Tin trnh ca Th trng mc tiu

4. Target Market of POSCO SS-VINA

Th trng mc tiuca POSCO SS-VINA


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Target market:

Company needsidentifying & choosing

specific market that is the most attractive

segment for company, Focusingcompanysresources on that targeted market.

Th trng mc tiu l vic cng ty nhn bit,la chn th trng chuyn bit m c linht vi cng ty, tp trung ngun lc vo thtrng nh sn .

1. What is Target Market

Th trng mc tiu l g?


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Benefits of Target Marketing

Li ch ca th trng mc tiu

Target market helps limit:- Scope of Business- Customers Segment

Thtrngmct iu sgiihn:- Phmvi k inh doanh- itngkhch hng

Concentrate resources on certain markets, avoid

economic wastage, bringing high efficiency for

companys business.

Tptrung ngunlcvo thtrngnhtnh, t rnhlng ph, thiuqucao cho doanh nghip.


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The Steps in Planning a Target Market Strategy

Cc bc lp th trng mc tiu

AnalyzeConsumerDemand

Target theMarket

Develop the

appropriate

Marketing Strategy

Phn tch nhucu khch

hng

Lachn

thtrng

Pht trin chinlc marketing

ph hp


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2. Types of Market

Cc loi th trng

Mass Marketing: one product to all buyers

Marketing i tr:mt loi sn phm cho tt c ngi mua

Diversification Product Marketing:the seller

produces a variety of products for the buyers

Marketing a dng ha sn phm: ngi bn sn xut

nhiu loi mt hng to ra s phong ph cho ngi mua

Target Marketing: selected one or some market

segments with target customers

Marketing mc tiu: mt hoc vi phn khc th trng

c chn la vi khch hng mc tiu xc nh.


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Why customer buy?

L do c bn khch hng mua sn phm

To satisfy basic needs

Tha mn nhu cu ti thiu

To solve problems

Gii quyt vn

To make themselves feel good

Tha mn mong mun ca bn thn


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3. Progress of Target Market

Tin trnh ca Th trng mc tiu

Marketing Segmentation

Phn on th trng

Target Market Choosing

La chn th trng mc tiu

Marketing Positioningnh v th trng (xc nh

v tr sn phm trn th trng)


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Marketing SegmentationPhn on th trng

Marketing Segmentation: Analyzing customer

demand, dividing the market into distinct subsets of

customers, identifying each market segments

charateristics.Phn on th trng: Phn tch nhu cu khch hng,chia th trng thnh nhng nhm ngi mua r rng,xc nh cc c im ca tng phn th trng.

Example: Base on each

customer groups demand,AAA Clothes Fashion

Producer divides into 4

market segments :

Children

Fashion Models Men

Women


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Target Market Choosing

Lachnthtrngmctiu

Target Market Choosing:

La chn th trng mc tiu:

- Evaluate attractive level of eachmarket segment. nh gi mc hp dn ca cc phn khc thtrng

- Select one or more market

segments that company aims.Lachn mt hay nhiu phn khc mcng ty mun hng n


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Marketing Positioning

nhvthtrng

Marketing Positioning (decide the position of

product on the market): planning a detailed and

appropriate marketing-mix strategy for Companys

product competition ability on the targeted market.

Xc nh v tr hng ha trn th trng:Xy dng

h thng chin lc marketing-mix chi tit v ph hp

m bo hng ha c v tr cnh tranh trn thtrng.Example: Determine company brand, decide

products, benefit for customers, etc. Xc

nh thng hiu, sn phm, cc li ch cho

khch hng v.v.


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Target Market of POSCO SS-VINA(presenters opinion)

Th trng mc tiu ca

POSCO SS-VINA ( kin ca ngi trnh by)


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POSCO SS-VINA

Product of POSCO SS-VINA: Section Steel (middle & big

size, its has not yet been produced in Vietnam). Sn phm

ca POSCO SS-VINA: thp hnh c trung v ln, cha sn

xut c Vit Nam- Section steel used in Structural Steel, Pre-engineered steel

buildings, ship building, power transmission tower etc. Thp

hnh c s dng trong nh thp tin ch, cu kin nh my,

trong ng tu, cc thp truyn ti in v.v.- 2012: Construction ; 2014: Production start

2012: khi cng xy dng; 2014: bt u sn xut


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Marketing Segmentation

Phn on th trng

Consumer of POSCO SS-VINA: all consumers that

need using Section steel, including: Ngi tiu dng

sn phm ca POSCO SS-VINA:

- Pre-engineered steel buildings companyCc nhmy thp tin ch

- Structural steel construction companyCc cng ty

xy dng thp kt cu

- Ship building factory- Cc nh my ng tu

- New construction projects that use section steel-

Cc d n xy dng mi c s dng thp hnh

- etc v.v.


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1. Pre-engi neered steel build ing s

(ZAMIL, ATAD,)2. Big Distr ibu tors

3. Ko rean Companies

4. Ship bu i ld ings

5. Small distr ibu tors

6. Big New Construct ion

projects

POSCO SS-VINAs Marketing Segmentation :

- Local Market: divides into 6 market segments

Phn on th trngca POSCO SS-VINA:- Th trng trong nc: chia lm 6 phn khc th trng


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- Export Market: there are lots of market segments

Th trng Xut khu: c nhiu phn khc th trng

1. ASEAN (Laos, Cambodia, etc)

: Posco SS-Vina export market


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2. POSCO SS-VINAs Target Market Choosing

La chn th trng mc tiuca POSCO SS-VINA

2014~2015 POSCO SS-VINA target markets:

- Local Market:

1. Pre-engineered steel buildings (ZAMIL, ATAD,)

2. Big Distributors

3. Korean Companies

6. Big New Construction projects

- Export Market:1. ASEAN (Laos, Cambodia. etc)

2. Middle East ( Saudi Arabia, UAE, etc )


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3. POSCO SS-VINAs Market Positioning

Xc nh v tr sn phm cho POSCO SS-VINA trn th

trng

I will Study hard


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~THE END~

Xin cmn,

Chc leo ni vui v~~

thuyettrinh_target marketing_(mtrang 110820).ppt

Documents

target marketth trng

chn th trng chuyn

th trngmarketing segmentation

phn khc th trngc chn

types of marketcc loi

khch hng mc tiu xc nh

contents mc lc1

targeted market