Chin lc mi trong qun l kinh doanh nh hng

Chin lc thay i doanh thu hn hp gia tng li nhun qun l kinh doanh nh hngThnh phn c bn cho vic nhn bit cc c hi to ra doanh thu trong hot ng ca bt c nh hng no cng u c l gii mt cch r rng trong doanh thu hn hp ca cc mt hng ghi trong thc n v trong phn s d m ph ca tng mt hng.Mt nhm khch hng khi n nh hng ca bn s s dng rt nhiu mn n v to ra doanh thu hn hp. S m ph ca tng mt hng trong thc n c hiu mt cch n gin l chnh lch gia gi bn vi chi ph ch bin v cc chi ph bin i khc ca mt hng. Tng s d m ph ca nh hng l phn doanh thu cn li sau khi tr i ton b chi ph bin i (chi ph ch bin, nguyn vt liu, tin lng).Tng s d m ph ca nh hng d t c bao nhiu th vn lun phi b p nhng chi ph c nh ca nh hng (khu hao ti sn c nh v thit b phc v nh hng, tin thu mn bi, thu nh t, tin thu t, lng tr cho nhn vin qun l)Nu s d m ph ca nh hng ln hn tng chi ph c nh ca nh hng th kinh doanh s c liNu s d m ph ca nh hng nh hn tng chi ph c nh ca nh hng th kinh doanh s b lNu s d m ph ca nh hng bng tng chi ph c nh ca nh hng th kinh doanh s ha vn Nh vy, nh hng lun mong mun phi to ra s d m ph cao nhm b p chi ph c nh v hnh thnh li nhun ca nh hng. Nhn bit s d m ph ca tng mt hng l rt c ch nhng s c ch hn khi chng ta ch vi mt vi php tnh n gin c th xc nh c tng s d m ph ca tng thc n. Bng cch phn tch doanh thu hn hp chng ta c th nhn dng c mt hng no trong thc n ca nh hng em li s d m ph cao nht v l mt hng chng ta phi ch trng hn. Bi hc quan trng trong vic phn tch thc n chnh l ch nhiu mt hng c s d m ph ln nht li khng phi l mt hng c gi bn cao nht. Vi quan im ny, doanh thu hn hp c th c thay i bng vic khuyn khch khch hng mua nhng mt hng c s d m ph cao v cho nh hng nhiu s d m ph. Phn tch doanh thu hn hp l vic nhn din c trong thc n ca nh hng mt hng no em li cho bn nhiu tin nht v mt hng no cho bn s d m ph cao nht. i vi nhng thc n bt u xy dng, bn phi to ra nhng mt hng c trng ca nh hng c gi bn khng cao nhng c s d m ph cao l tt nht. Trng hp khng th to ra nhng thc n nh vy th iu quan trng l mn n phi bng cho khch hng cn n nhiu mn n khc, nh vy doanh thu hn hp ca bn vn thay i v s d m ph ca bn s c ci thin.Cc mt hng truyn thng thng dng tng doanh thu trn mi khch hng l mn n trng ming, khai v v ung. S d m ph ca nhng mt hng ny l tng i cao, v vic khuyn khch bn nhng mt hng ny s em li cho khch hng mt l do tiu tin thoi mi.Quan im ca chng ti l Bn phi bn cho khch hng mt s thoi mi v i li l li nhun ca bn.i vi bn hng bufer, hy cn nhc k lng khu phn n, hy khch hng ca bn cn bng n mn trng ming. Bn phi cho khch hng s la chn a dng v cc mn n trng ming v trng by chng tht hp dn. Hy lm cho ba n c bit hn vi ung phi tr tin, hy pha ch v trng by cc mn ung c bit v ring c. Hy to ra nhng phng n ring khch hng c th tm s hoc c l do tr tin cho cc mn trng ming v ung gi thm.Vi tng v s d m ph trn doanh thu hn hp v phn tch gia tng li nhun trong qun l kinh doanh nh hng, ti mong mun a ra mt kin ngi qun l nh hng c th tham kho nhm tng doanh thu hn hp, nghin cu v vch ra cc k hoch n u ng thi cng nng cao s hi lng ca khch hng i vi nh hng . Theo Cornell Hotel and Restaurant Administration Quartetly, Ithaca, Jun 1999, Bill quain, Michael W Sansbury, Stephen M Lebruto vit: Hy ch ni c. Kim tin trong nh hng cng n gin nh ni c i vi mi th m khch hng mun. Vn l, h thng khng bit h mun g. Bn cn phi l ngi hng dn h i trn con ng, v cho php h tr tin cho bn v iu . Hy cho khch ca bn mt c hi nhn c ci g h mun, v lm vic lp i lp li.

Ths. NGUYN TH HTrng i hc Thng mi__________________