kh marketing chiem linh thi phan ban ghe gia may tai thi truong vn

K HOCH MARKETING

CHIM LNH TH PHN BN GH GI MY

TI VIT NAM

Tc gi:

QUC BNH

HYNH NGC THU

TRN HNG THANH

Quc Bnh-Ngc Thu-Hng Thanh KH Marketing chim lnh th phn bn gh gi my ti VN

Share knowledge together 2/61

MC LC

I. PHN TCH TNH HNH3

1. Phn tch chung th trng 3

2. Phn tch kinh doanh 5

3. Phn tch cnh tranh 7

4. Phn tch khch hng 16

5. Phn tch SWOT 26

II. MC TIU 30

1. Mc tiu cng ty 30

2. Mc tiu th trng 30

III. CHIN LC MARKETING

1. Giai on educate th trng thit lp knh phn phi 31

2. Giai on y mnh qung b sn phm 31

3. Giai on y mnh phn phi sn phm 32

4. Bng phi thc cc phng tin tuyn thng 32

IV. CHNG TRNH HNH NG MARKETING33

1. Sn phm 33

2. Gi 35

3. Knh phn phi 35

4. Chiu th 36

V. THI GIAN HNH NG 56

VI. NH GI V GIM ST VIC THC HIN 59

VII. THNG TIN TI CHNH 59

1. Tm lc thng tin ti chnh 59

2. Tng hp ngn sch Marketing 60

3. K hoch doanh s 61

VIII. K HOCH D PHNG 62



I. PHN TCH TNH HNH

1. Phn tch chung th trng

Th trng bn gh ti Vit Nam l mt th

trng v cng tim nng. Nm 2009, tng

doanh thu cho th trng ny c tnh t

2.000 t ng, trong doanh thu bn gh

wicker ti th trng ny chim 30% tng

ng 600 t ng. Mc tng trng mi

nm ca bn gh wicker khong 30%.

(Ngun : Hip hi th cng m ngh)

a. Qu trnh lch s ca th trng :

. Bn gh wicker ra i nhm

,

.

Bn gh wicker c mt t khong u nm 2007

,

. ,

,

, b , ,

i mu sc. ,

.

Vi cc tnh nng trn, bn gh wicker ang dn khng nh v th ca mnh trn phn

khc th trng bn gh ni ngoi tht vi mt th phn khng nh chim 30% trong

tng th phn bn gh Vit Nam nm 2009 v t l ny ang ngy cng tng nhanh

hn qua tng nm. D on trong nm 2010 l khong 40% th phn.



b. Cu trc cng ngh

, ,

.

, , .

c. Mc cnh tranh

Ngy nay, trn th trng bn gh wicker c kh nhiu cng ty tham gia vo sn xut

sn phm ny in hnh nh : Vit c, Bo n, Minh Thy, Ngc Hi. Cc sn

phm ca cc cng ty ny thng c phn phi qua cc ca hng kinh doanh ni

ngoi tht hay bn thng qua internet.

Bn cnh , mt hng wicker cng cn kh mi m vi th trng ni a v cha

c cc doanh nghip chuyn sn xut v mt hng th cng m ngh ch trng u

t cung ng hng ti th trng Vit Nam v thiu 1 nh phn phi qui m v chuyn

nghip chnh thc v ngnh ny h tr cho cc doanh nghip.

V vy, a phn cc cng ty trn u nh, l v cha ch trng nhiu vo lm thng

hiu hoc cng tc marketing cho th trng trong nc. y s l mt im quan

trng m cng ty Tn Ton Pht c th khai thc nhm pht trin th trng ny trong

tng lai.

d. Khuynh hng cung cu

n gin, thn thin vi mi trng, s giao duyn tn - c s l nhng t kha

m t trn vn nht cho xu hng thit k ni tht nm 2010 v nhng nm ti. V

bn gh wicker l mt s la chn hon ho cho xu hng trn.

iu ny phn no c khng nh qua phn nghin cu th trng ca nhm thc

hin, khi m 80 qun c ph c kho st trn a bn thnh ph, th c n 50 qun

(chim khong 62%) c thit k theo phong cch thin nhin c s dng bn gh

wicker.



2. Phn tch kinh doanh

a. S tng trng kinh t th cng m ngh v li nhun ngnh th cng m ngh

Chin lc phn u n nm 2010, kim

ngch xut khu hng th cng m ngh

phi t 1.5 t USD l c kh nng thc

hin c. Tuy nhin, t c ch

tiu ny, nht l trong bi cnh kh khn

nh hin nay th thi gian ti cn c s

lin kt gia cc c quan qun l nhm

kt hp hi ho v ti u ho cc ngun

lc cho pht trin ngnh hng ny. Trong

, cc doanh nghip rt cn s h tr kp

thi t cc b, ngnh.

Sn phm th cng m ngh l mt hng c truyn thng lu i ca Vit Nam, c

xut khu kh sm so vi cc mt hng khc, ng gp tch vo kim ngch xut

khu ca c nc, ng thi c mt vai tr quan trng trong giai quyt mt s vn

kinh t x hi ti nng thn. Cc mt hng th cng m ngh c mc tng trng

kh cao trong nhng nm qua, bnh qun khong 20%/nm, vi kim ngch xut khu

300 triu USD trong nm 2004 v t hn 750 triu USD vo nm 2007, nm 2008

mc d b tc ng t nhiu ca suy thoi kinh t ton cu nhng kim ngch xut khu

cng t gn 1 t USD. Thi gian qua, th trng xut khu hng th cng m

nc ta ngy cng c m rng, ngoi cc nc ch yu nh M, Nga, Nht Bn,

Anh ,Php, c, Hn Quc, i Loan...Hin hng th cng m ngh Vit Nam c

mt ti 163 quc gia v vng lnh th trn th gii, y cng l mt hng c tim nng

tng trng xut khu rt ln.

Kim ngch xut khu hng Th cng m ngh trong nhng nm qua tuy khng ln

nhng c vai tr quan trng trong chuyn i c cu kinh t nng thn, l ngnh ngh

thu ht nhiu lao ng tham gia lm hng xut khu, gp phn xo i gim ngho

nng thn. Ngai ra, kim ngch xut khu ca mt hng ny mang li gi tr gia tng



ln c th coi l ngnh hng mi nhn tp trung pht trin xut khu trong cc nm

ti. Mc d ngnh Th cng m ngh c kim ngch xut khu khng cao so vi nhiu

mt hng xut khu khc, nhng hng m ngh li mang v cho t nc ngun ngoi

t c mt t trng rt cao trong kim ngch xut khu ca mnh.

C 1 triu USD xut khu ca ngnh th cng m ngh th li gp 5-10 ln so vi

ngnh khai thc; gii quyt vic lm t 3 n 5 ngn lao ng, nhm hng th cng

m ngh c xp vo nhm sn phm c tim nng xut khu ln v c t sut li

nhun cao. Ngoi ra, y l mt hng c lit vo danh sch 10 mt hng c mc

tng trng cao nht, v n nay hng th cng m ngh Vit Nam c mt trn 100

nc v vng lnh th.

Gi tr thc thu t vic xut khu th cng m ngh cng rt cao. Theo tnh ton, hng

th cng m ngh sn xut ch yu bng ngun nguyn liu sn c trong nc,

nguyn ph liu nhp c tnh ch chim t 3-3,5% gi tr xut khu. Bn cnh , lc

lng lao ng, c k nng v kh nng tip thu cng ngh mi kh nhanh chng,

mc lng ca lao ng Vit Nam thp so vi cc nc trong khu vc cng l mt

u th cho pht trin sn xut hng th cng m ngh mt cch a dng v nng cao

sc cnh tranh.

D bo, nhu cu ca th trng th gii i vi mt hng th cng m ngh s tip tc

tng cao. Thi gian cho mc tiu xut khu 1,5 t USD vo nm 2010 khng cn

nhiu, tuy nhin mc tiu ny hon ton c th t c cng vi nhng gii php

pht trin xut khu ca B Cng thng hin nay.

V lu di, nu c chnh sch khuyn khch ph hp, s gip doanh nghip ngnh th

cng m ngh c iu kin u t pht trin, tng cng kh nng sn xut, to ra cc

sn phm c mu m ring, kiu dng p, cht lng ph hp, hu ch vi gi c hp

l c kh nng tip nhn cc n hng ln, m rng th trng xut khu.

(Ngun: vinanet)

b. Ch s GDP nh hng n sc mua



So vi nhng nm 2004 th bnh qun thu nhp ca ngi Vit Nam tng trng,

vic ny cng gp phn nh hng n phn chi tiu trong vic mua sm ca h. Mc

sng ca h cao hn v sn sng chi 1 khon tin cho mt hng cao cp: qun o, thc

phm, trang tr ni ngoi tht

Vi xu hng snh ngoi cht lng cao nn cc sn phm nhp khu t nc

ngoi vn l s la chn ca h. Do , thu ht h mua hng trong nc th cc

nh sn xut nn ch trng n cht lng. H cng hng th vi sn phm ca bn

khi bit c 1 s nguyn vt liu c nhp khu t nc ngoi.

Do nh hng ca cuc khng hong kinh t tan cu, vo nm 2008 ch s GDP ca

Vit Nam gim xung mc 6.23 % nh hng rt nhiu n chi tiu mua sm

nhng mt hng xa x ca h. Theo kt qu nghin cu ca AC Nelson th H Ni

8%, Nng 33% v thnh ph H Ch Minh 32% ngi tiu dng chuyn sang

s dng cc nhn hiu r tin hn.

3. Phn tch cnh tranh

a. Tnh hnh chung :

Theo kho st th cc doanh nghip kinh doanh ni ngoi tht wicker ch yu tp

trung vo th trng ngoi nc nn th trng ni a vi xu hng c ph mang

phong cch thin nhin ngy cng cao ( khong 1000 qun ti TP.HCM ) ang l th

trng tim nng cho ngnh hng ny. V th, Tn Ton Pht quyt nh xm nhp

vo th trng ni a ch yu ti thnh ph H Ch Minh v Bnh Dng u tin.

ng thi, ngnh hng ny cha c chng trnh Maketing rng ri i vi khch

hng v ngi tiu dng nn s l c hi thng hiu Tn Ton Pht c nhiu

ngi bit n vi li ha mang n cho khch hng sn phm cht lng cao vi gi

tt.

Tuy nhin, iu Tn Ton Pht lo ngi l s chp nhn sn phm ca khch hng v

ngi tiu dng nh th no?

b. Cc n v tham gia chnh :



Nhm cnh tranh trc tip : cc thng hiu cung cp bn gh gi my trn th trng

Vit c, Minh Thi, Ngc Hi,

Nhm cnh tranh gin tip: bn gh g, bn gh gi da, bn gh st, inox

c. i tng ch yu cnh tranh vi cng ty :

Tn

Ton

Pht



Bng 3.1: Tm lc cc thng tin v i th cnh tranh ch yu

Bng 3.1: Tm lc cc thng tin v i th cnh tranh ch yu trong bng di y:

i th M t sn phm hay dch v u im Nhc im Mc

cnh tranh

Cng ty

Vit

Product

Sn phm ca cng ty rt a

dng t tre ,trc ,cc v sinh

vt bin ,g cho ti bn gh

nha gi my , c lm

bn tay.

Mu m p ,c mu ring.

C h thng sn xut bi bn.

C tham gia cc hi ch trin lm

hng th cng m ngh trong v

ngoi nc.

Tay ngh cng nhn cao

C kinh nghim lu nm trong

ngnh bn gh ,sn phm l bng

tay.

Thi gian lm hng mu

lu.

Gi cao

Cao



Cng ty

Vit c

Chuyn cung cp cc lai

bn gh wicker ,gh inox cho

cc nh hang ,qun n, c

ph ,vn phng ,ca hng

,phc v xut khu

Ngoi ra Vit c cn cung

cp bn ,gh vn phng cho

cc Cng ty vi gi u i.

Bn , gh l khung st sn

tnh in ,nha gi my cao

cp nhp t i Loan.

Nha gi my cao cp rt

ging my.Bn cnh c

nhiu mu sc khc nhau

la chn cho ph hp vi

khng gian.

Cung cp cc lai bn gh vi s

lng khng hn ch.

t tiu chun rt cao v bn

do lun c kim tra nghim ngt

v ch tiu cht lng.

Sn phm nhiu mu m p a

dng v mu sc chng lai.

Sn phm bn ,gh,nha gi my

c th s dng ngoi tri m

khng s xy ha hay h hng

,mc nt.

Sn phm gh vi c im ngai

m ,thoi mi ,tin dng ,sang

trng to cm gic thoi mi d

chu cho ngi ngi mi lc mi

ni.

Bn, gh khung st c sn tnh

Cao



in m bo tui th cao trnh

xy ha trong mi iu kin.

Cng ty

Ngc Hi

Gi r nht.

Thi gian lm hng ra rt nhanh.

Tip n tt.

Sn sng bn mu ,bn nhiu loi

mt hng khc nhau vi s lng

t.

Li th v cng nhn an v xung

quanh xng c rt nhiu nh

,nhiu con ph chuyn nhn gia

cng an ,tit kim chi ph ch i

gia cng ngoi...

Hng ch.

Ch chuyn sn chng st

,khng sn tnh in ,cc

mi an khng p ,cht

lng dy xu ,h thng

lm vic vn phng cha

tt (email ,fax ,phi ch

i tr li rt lu ,ch yu

lin lc phi xung trc

tip hoc in thoi) cha

c h thng email ca

cng ty ,dng mail free.

Mu m ton ly ca trung

quc ,hnh cng ca trung

quc hoc cc hnh trn

Thp



mng ri post hn ln

website ca mnh, khng

c mu ring c trng

,khng c hnh sn phm

ca chnh mnh ....

Khng tham gia hi ch

bao gi.

Cng ty

ni tht

Bo n

Cng ty chuyn sn xut cc

loi bn gh nha gi my.

Phng chm ca cng ty l

lun mang n nhng phong

cch ring v c o cho

ngi nh, vn phng v cc

cng trnh ca khch hng.

Cc dch v h tr cho khch

hng ca cty :

Khch hng c yu cu thay

Khng ngng hc hi kinh

nghim, sng to, lun c gng

nm bt nhu cu v th hiu ca

ngi tiu dng nhanh nht nhm

mc tiu em n cho qu khch

hng nhng s la chn tt nht.

Tng s lng cng nhn vin ca

cng ty l 102 ngi.

Ngy 10/10/09 Cty Ni Tht Bo

n k kt hp ng m i l vi

cng ty TNHH K Ngh Long

H thng phn phi trn

a bn thnh ph cn

thiu.

Ging cty Ngc Hi,

nhng gi th mc hn,

khng sn sng bn mu

(nu nhiu mu khc nhau

m s lng t th khng

bn).

Thi gian lm hng ra lu

hn Ngc Hi. Hnh nh

Trung bnh



i mu dy vi sp qu hn

bo hnh 1 nm ,cty s an

li vi mc chi ph phi li

nhun ,t 30% n 50% ga

mua sp mi ty theo loi sp.

Cty nhn thanh l cc bn

gh c ca khch hng ti

cng ty vi mc gi do

khch hng a ra (cty h tr

hon ton min ph)

i vi cc cng trnh caf,

nh hang ,resorts, C quy

m s dng bn gh t 30 b

bn gh tr ln cng ty s

nhn t vn thit k trang tr

bn gh cho cng trnh hon

ton min ph.

Bo tr nh k cho khch

Thnh ti th trng Qung Ngi.

Cty K Ngh Long Thnh l nh

phn phi c quyn ti th trng

Qung Ngi cc sn phm ca

cng ty Ni Tht Bo n.

trn website cng cn xu

nhng nhiu hnh hn

Ngc Hi.

Khng tham gia hi ch

bao gi.



hng mi 3 thng 1 ln (cn

trong thi hn bo hnh)



d. Li th cnh tranh :

Tp trung vo sn phm, v gii php marketing.

Sn phm c sn xut theo tiu chun Chu u v M, trong khi cc loi bn

gh wicker bn ti th trng Vit Nam khng t c tiu chun ny. y l mt li

th cnh tranh rt ln ca bn gh wicker ca Tn Ton Pht so vi cc i th khc

ang hot ng th trng trong nc. ng thi, cng ty lun lun a dng ha

mu m, mu sc, kch thc, hp thi trang.

Theo thc t iu tra, hu ht cc cng ty tham gia vo th trng bn gh gi my

t ch trng vo khu marketing. Trong khi , Tn Ton Pht rt ch trng vo

nhng gii php marketing, v c u t v cng k lng nhm c th tip cn

th trng tt hn v to ra mt ch ng cho thng hiu ca mnh, thu ht khch

hng n vi cng ty mnh d dng hn.

Bn chin lc nh v :

4. Phn tch khch hng

Gi cao

Gi thp

Cht lng TTP

Vit Product

Vit c

Bo n

Ngc Hi



a. Kch thc phn khc :

Nh nu t u tng th phn bn gh wicker ti Vit Nam nm 2009 l 600 t

ng, trong th trng min Nam chim mt phn ln trong tng s trn v vi c

th kh hu

b. Kt qu nghin cu th trng :

- Tng s qun c ph kho st l = 80 qun

- S qun c s dng bn gh gi my = 72 qun = 90%

- S qun khng s dng bn gh gi my = 8 qun = 10%

Bng 4.1: Bng kt qu nghin cu th trng bn gh nha gi my ti

Tp.HCM:

Stt Ni dung

Kt qu c chn

nhiu nht

T l

1

Khch hng tm kim thng tin v sn phm

u?

Ti ca hng 56%

2

Khch hng thng mua sn phm khu

vc no?

Qun 10 30%

3

Ngi trc tip quyt nh mua sn phm?

Ch qun 76%

4 Xu hng trang tr qun

Thin nhin 62%



5

Yu t khch hng quan tm nht khi mua

sn phm

Cht lng 38%

6

Thi gian sng trung bnh ca 1 b sn

phm?

Khong 2 nm 42%

7

S b bn gh nha gi my trung bnh c

trong 1 qun c ph?

10 20 b 31%

8

Mu bn gh c s dng nhiu nht?

Mu 3 68%

9

Gi trung bnh cho 1 sn phm mu 3?

1.800.000 62%

10

Gi trung bnh khch hng b ra mua 1

b bn gh nha gi my?

1.500.000

2.000.000 22%

Sau khi nhm thc hin nghin cu th trng thnh ph H Ch Minh, nhm c cc

nhn xt sau :

i. Nhm sn phm :

a. Tnh nng chung cho cc loi bn gh:

- c dng trang tr nh ca, qun c ph, khch sn, resort

- Thi trang, th hin s tinh t.

b. Mu m



C 3 mu sn phm c s dng nhiu nht l :

Mu 1: chim 23%.

Gh kim loi, an my tt c cc mt.

990.000/ 1 ci gh (khung nhm)

870.000/ 1 ci gh (khung st)

Mu 2 : chim 9%

Gh sofa

8.300.000 - 10.700.000/ 1 b bn gh ( gi thay i ty theo di gh sofa v ph

thuc vo khung st ).



Mu 3: chim 68%

Gh trng 2 tay cm.

350.000/ gh (khung nhm)

330.000/ gh (khung st)

480.000/ bn (mt bn bng marable hay bng king mu tr)

450.000/ bn ( mt bn bng king mu en, trng hay bng gch)

1.600.000 - 1.700.000 / b gm 1 bn v 4 gh (gi s c s chnh lch ty theo

khung nhm hay st v ty theo mt bn).



T , a ra kt lun la chn mu 3 s l mu tp trung pht trin.

ii. i tng mua :

C 2 nhm i tng:

- Nhm Ch u t: Nh hng, khch sn, qun Karaoke, qun c ph, qun nc,

nhng cn h chung c cao cp, cc cn h c nhn.

Nng ng, thoi mi, sang trng, gi c hp l, bn, quan tm n sc thin nhin,

tinh t.

Nhng ngi ch qun (ch u t) l ngi ra quyt nh mua sn phm (chim

76%) cho qun ca h.

Nhng qun c phong cch thit k thin v thin nhin (chim 62%): sn vn, c

trng nhiu cy xanh.



Bng 4.2: Bng m t chn dung nhm ch u t:

Stt

Ni dung

Ch s / s liu

1 Gii tnh

Nam / N

2 tui

T 25 tr ln

3 Kh nng chi dng

1.850.000/b

4 Gu thm m

Thch s sang trng, hin i, tinh t

- Nhm nh thu xy dng: nh thu, nh thit k ni thtthch s sang trng v

mang phong cch hin i, ph hp ni tht thit k.

c. Th trng mc tiu :

Th trng thnh ph H Ch Minh, Bnh Dng, min Ty Nam B, Nha Trang,

Phan Thit, Vng Tu,

Trong giai on u cng ty s tp trung pht trin 2 th trng chnh l thnh ph H

Ch Minh v Bnh Dng trc.

Th trng thnh ph H Ch Minh :

L mt trung tm thng mai, kinh t ln nht nc. V vy tim nng pht trin th

trng bn gh l rt ln. V l ni tp trung rt nhiu qun c ph, nh hng, khch

sn, qun Karaoke, qun nc, nhng cn h chung c cao cp, cc cn h c nhn l

nhng khch hng mc tiu ca cng ty.

Tr s cng ty uc t ti thnh ph nn d dng cho vic iu hnh, trin khai cc

k hoch marketing hay phn phi hng vo th trng ny.



Th trng Bnh Dng:

Gn thnh ph H Ch Minh nn

kh thun tin trong vic i li.

Din tch BD cn rng nn thun

tin cho vic xy dng cc qun

c ph mang phong cch thin

nhin.

Phong tro c ph ngy cng

lan rng v ph bin.

Th trng gn tr s cng ty nn nh gn trc.

Sau khi chim lnh th phn ti 2 th trng ny cng ty s tip tc m rng ra cc tnh

ln cn nh Phan Thit, Nha Trang, Vng Tu v y cng l nhng th trng c nn

dch v du lch pht trin nn tp trung rt nhiu i tng khch hng mc tiu ca

cng ty.

d. D on nhng thay i

ng trc cuc khng hong kinh t ton cu, trong nm va qua cc doanh nghip

bt u chm nh vo th trng ni a 1 th trng tim nng ang b b ng v

cng vi s h tr ca Hip hi chuyn ngnh th trong tng lai s c nhiu doanh

nghip hn u t pht trin ti th trng ny. Hn na, cn a nhiu mt hng ra

th trng ni a d l mt hng cao cp v mc sng ca ngi Vit Nam ngy

cng cao. V th trong tng lai bn gh wicker s c nhiu tim nng tng trng,

c bit ti cc qun c ph, nh hng, resort hay nhng cn h c nhn.

Theo d on ca cty nghin cu th trng TNS th trong 3 nm na ngi Vit Nam

c xu hng khng n cm ti nh m s chuyn sang cc nh hng. iu ny c

ngha, trong tng lai nhiu nh hng mc ln v nhu cu v trang tr ni tht ni

chung v bn gh ni ring s gia tng p ng nhu cu ca lng thc khch ny.

V vy, mt hng bn gh cao cp, sang trng, tnh nng tin dng chu c nng



ma, lau chi d dng nh bn gh wicker s l s la chn ca nhiu ngi tiu dng

hn so vi cc loi bn gh vi cht liu g, inox... trc y.

Nhu cu gii tr, th gin, gp g bn b, hc hnh hay bn bc cng vic ti cc qun

c ph, nh hng ngy cng ph bin. Nhng qun qun n, c ph ven ng hay

bnh dn khng cn l s la chn ca h na. H sn sng chi 1 s tin cao hn cho

thc n, thc ung ca h tm 1 khng gian, s phc v tt hn nn k t nm

2007 n nay hng lot cc qun c ph, nh hng cao cp mc ln. tng ng vi

gi bn sn phm ca mnh, cc ch kinh doanh phi u t ng mc vo trang tr

ni ngoi tht cho m hnh kinh doanh ca mnh nh: vt dng trang tr, bn gh

Do , bn gh cao cp, sang trng, tnh nng tin dng vi mc gi cao ang l s

la chn ca h.

i. Nhn bit nhng thay i ca khch hng mc tiu

Khch hng mc tiu: ch ca cc m hnh kinh doanh c ph theo phong cch thin

nhin.

Thu nhp v nhu cu ca ngi Vit Nam ngy cng nng cao nn xu hng tiu dng

cc hng ha cao cp ang l s la chn ca h trong thi im hin ti v tng lai.

Kt qu cuc kho st tnh hnh tiu dng bn gh wicker ti cc qun c ph cho thy

rng ngi tiu dng Vit Nam ch ch trng n yu t cht lng u tin, sau l

thit k v yu t gi ch l yu t th 3 h quan tm n. iu ny i hi cc

cng ty nn tp trung trong vic thng xuyn cp nht cc mu m sn phm mi v

lu trong vt liu sn xut.

ii. Nhn bit cc thay i ny s nh hng ln i th cnh tranh

ng ph vi cuc khng hong kinh t ton cu, thay v ch i n hng t nc

ngoi th cc doanh nghip chuyn sang cung ng hng ha cho th trng ni a

gii quyt vn ly ngn nui di cho nhn cng v cc chi ph khc xy ra khi

ngng sn xut.



Cc doanh nghip nhn thy rng nhu cu dng hng th cng m ngh ni chung

hay bn gh wicker ni ring cng vi xu hng tiu dng hng cao cp ca ngi

Vit Nam ngy cng gia tng trong khi li cha c doanh nghip no tht s u t

vo th trng ni a. Do , trong tng lai h s ch trng u t vo n v s c 1

cuc cnh tranh khc lit trong ngnh ny ti th trng Vit Nam.

Khi nhiu doanh nghip cng nhy vo 1 th trng hay 1 phn khc th vic cnh

tranh s din ra khc lit. Lc ny, cc yu t nh thit k, cht lng, dch v hu

mikhng cn l yu t dng cnh tranh na m chng s tr thnh yu t c

bn ca mi doanh nghip. c th ginh th phn, cc doanh nghip phi chuyn

sang yu t v gi bn thu ht khch hng.

iii. Phn khc th trng tr thnh mc tiu

th mc ln ngy cng nhiu th con ngi ngy cng mong mun c th gin

ti cc a im c tnh cht thin nhin. Do , hin ti v tng lai cc qun c ph

mang phong cch thin nhin s l phn khc th trng mc tiu sn phm bn

gh wicker hng n.

Theo kt qu ca cuc kho st, ngoi m hinh cc qun c ph mang phong cch

thin nhin th qan mang phong cch hin i cng ang l tro lu khu vc cc

qun trung tm. V vy, ngoi mc tiu nhm n cc qun c ph mang phong cch

thin nhin th Tn Ton Pht cng s nhm n i tng ny.

iv. Nhng thay i c d on trong phn khc th trng mc tiu

Cc nh sn xut bn gh cha ch trng vo th trng ni a nn ch cung ng sn

phm do cty h sn xut ng lot v l l do t trc n hin ti, a phn ch

qun c ph s n cc ca hng cung cp sn phm ni ngoi tht chn mu bn

gh c sn. Nhng trong tng lai, cc nh sn xut s chuyn hng vo th trng

tim nng cn b ng ny, h s nhn sn xut mu m do ngi tiu dng yu cu

ph hp vi thit k khng gian ca qun c ph.

Nhu cu ca con ngi ngy cng nng cao nn cc mu bn gh phi c thit k

a dng hn. Ngoi cc kiu dng bn gh thng thng th tng lai s c thm



nhng kiu dng mi l nh xch u, qu trng p ng nhng nhu cu ny.

Khng nhng th, nh sn xut phi to ra cc dng c khc ngai bn gh ph hp

vi khng gian ca h, h tin li trong vic trang tr ng lat m hnh qun nh

lng n gi my, gi ng rc, gt tn thuc, lt ly

v. Phn khc th trng ang pht trin hoc ang suy yu

Din tch t thnh ph ngy cng

thu hp nn m hnh qun mang

phong cch thin nhin hay hin i

s pht trin hn so vi phong cch c

knh. Vi phong cch thin nhin v

hin i s tng lng bn gh b tr

trong qun do vic phi hp theo

phong cnh thit k v hn na s to

cm gic thoi mi hn.

Qun mang phong cch c knh ch thch hp vng ngoi hay cc tnh. V ni

y din tch s rng ln v thng thong hn nn s em li cm gic thoi mi cho

vic tr chuyn, th gin, lm vic

5. Phn tch SWOT



a. STRENGTH

- Bn thn cty TTP l nh sn xut nn d dng ch ng trong vic sn xut cc

mu m m khch hng t mu. Hn na, gi thnh sn phm c tnh cnh tranh cao

hn so vi cc i th thng mi sn phm cng ngnh v cng cht lng Chu u

v gi bn khng qua trung gian. Mt khc, vic cung ng hng ca cty linh ng hn:

c kh nng bn l vo cc khu chung c, h gia nh hoc bn s vo cc showroom,

trung tm bn trang tr ni ngoi tht

- V tr showroom ca TTP nm gn cc khu th ln, c nhiu cng trnh v

ang xy dng nh khu chung c Ph M Hng, Trung Sn, Nam Si Gn nn

nhu cu v sn phm trang tr ni tht chim u th cao. Hn na, y l khu chung

c cao cp nn cty c th tp trung vo phn khc cao cp.

- So vi sn phm bn gh wicker ti th trng ni a th sn phm cty TTP c cht

lng cao hn, qua s kim tra cht lng Chu u nn khi bn hng cty s chim

u th hn trong vn bo hnh, dch v hu mi.

- Ti th trng Vit Nam, hin cha c nhiu cty ch trng n chng trnh

marketing nn s l c hi cho Tn Ton Pht xy dng thng hiu.

b. WEAKNESS

- Khch hng c xu hng mua bn gh ti cc khu vc chuyn v sn phm trang tr

ni ngoi tht nh khu vc ng Ng Gia T hay Quang Trung hn l n 1 ca

hng chuyn v bn gh. Trong khi TTP ch c showroom t ti qun 7 nn mt i

1 th phn tim nng.

c. OPPORTUNITIES

- K t thng 9 nm 2009, sn phm wicker tr thnh xu hng tiu dng ti cc

qun c ph, nh hng, khch sn.Hin ti, sn phm ny vn cn tim nng rt ln

nn cty Tn Ton Pht c th tp trung ngun lc m rng th trng v gia tng

th phn.

- Kt qu t nghin cu th trng cho thy rng tt c ngi tiu dng khi i mua

sm bn gh khng quan tm n thng hiu sn phm, h ch quan tm nht n

cht lng sn phm; hn na cc cty v mt hng ny ch ch trong vo th trng



nc ngoi trong khi th trng Vit Nam c tim nng rt ln li khng c ch

trng. T iu ny cho thy rng, hu nh cha c cty no v bn gh wicker lm

cng tc qung b thng hiu nn cty TTP c nhiu kh nng thnh cng khi thc

hin qung b thng hiu v m ra 1 ci nhn mi cho ngi tiu dng Vit Nam v

th trng bn gh. H s c suy ngh khc hn trc, khi mua sm bn gh khng ch

c s la chn duy nht l n vi khu vc chuyn v trang tr ni tht m gi y h

c s la chn mi l chn mua hng ti 1cng ty c thng hiu, sn phm cht

lng v gi c ph hp.

- Cng vi xu hng hin ti, t bn gh vi cht liu nha gi my, cng ty c th

xm nhp th trng vi nhiu loi sn phm khc nhau vi cht liu ny nh: l ng

vit, gi ng rc, khay, t h s... => cty Tn Ton Pht a dng sn phm.

- Thi gian s dng sn phm ny ti cc qun c ph, nh hng, khch sn ngn

khong t 1,5 2 nm nn cty c c hi gia tng sn lng tiu th t cc khch hng

mi hay c.

d. THREATS

- Theo tro lu

trong giai on

hin ti sn

phm wicker l s la chn ti u nht ca

nhiu ngi nhng trong tng lai s c bn gh vi cht liu khc thay th vi tnh

nng vt tri hn.

- Khch hng cha c s phn bit gia cht lng bn gh ni a v bn gh cao

cp (t chun Chu u) cng vi vic h ch quan tm n mu m nn khng d

dng chi tin cho sn phm t chun Chu u vi mc gi cao hn. iu ny c

ngha, mt vi mu bn gh ca cty kh cnh tranh vi sn phm ni a.



- Sn phm th trng ni a v sn phm cty c nhiu mu m ging nhau hoc

mt khi bt c mu m no ca cty c mt trn th trng th cc cty khc cng sn

xut mu nn cty kh khn trong vic to dng sn phm ch lc cho ring mnh

thu ht khch hng, thm ch khch hng s chn mua mu thit k ca cty khc

v gi bn thp hn hay ng gi do sn phm c bn ti khu vc chuyn v bn

gh to s thun li cho vic mua sm.

e. S tng tc gia cc yu t:

i. STRENGH THREATS

- Showroom ch c t qun 7 ch thu c lng khch l cc nh dn v 1 s

qun c ph, qun n hay khch sn khu vc ny do qun 7 l qun ngoi thnh nn

tt c khch hng khp ni bit n rt kh.

- Ngoi ra, khi nhc n vic mua sm bn gh, ngi tiu dng ngh ngay n khu

vc chuyn v bn gh nh: ng Ng Gia T hay Quang Trung nn vic cty t

qun 7 ch thu ht c 1 phn gii cao cp, cha p ng tt c nhu cu ca khch

hng.

- Sn phm cty t tiu chun cht lng chu u nn mc chi ph cho thnh phm

ca cty cao hn i th. Khi nguyn vt liu bin ng, gia tng th vi mc gi cty

bn ngang bng vi i th s dn n cty b l.

- Trong hin ti bn gh wicker rt c tim nng pht trin nn cty u t ngun vn

vo dy chuyn my mc v thi gian hun luyn nhn vin sn xut s mang v

ngun li cao. Tuy nhin, trong tng lai bn gh vi cht liu ny s b thay th bng

1 loi khc s nh hng n vic u t ca cty trong giai on hin ti.

ii. STRENGH OPPORTUNITIES

- Do bn thn l nh my sn xut nn ch ng trong vic cung ng hng cho

nhng khch hng t mu v thi gian giao hng s nhanh hn. y cng l yu t

thu ht khch do gip khch tit kim thi gian t hng qua trung gian.



- Theo kho st, 38% khch hng u tin cho yu t cht lng sn phm nn vi

tiu chun t chu u 1 phn khin khch hng tin cy vo sn phm. y l yu

t cty cn cp khi lm marketing thu ht khch hng.

- L 1 trong nhng cty u tin xy dng thng hiu trong ngnh hng wicker s

gip cty to v tr trong th trng ny. Khi cc cty khc nhy vo vn kh c th cnh

tranh vi cty mnh. Hn na, vi uy tn bn gh wicker cty c th m rng nhng vt

dng khc cng bng wicker hay sn phm vi cht liu khc cng trong nhm hng

th cng m ngh.

iii. WEAKNESSES OPPORTUNITIES

- Khch hng c xu hng chn mua sn phm khu vc chuyn v bn gh nn

showroom t ti qun 7 cng 1 phn nh hng n vic gii hiu thng hiu cty

n khch hng. hnh nh cty c nhiu ngi bit n hn na, cty cn tm nh

phn phi sn phm vo khu vc ny cng vi dng cng c ngoi tri.

- Vi gi bn ph hp vi cht lng chu u nn khi bn l cho h dn c sn

phm cty ch bn c 1 s mt hng thit yu, nh hng n vic m rng cc mt

hng wicker khc.

iv. WEAKNESSES THREATS

- Khi cc cty khc cng bt u lm thng hiu, h c th m showroom ni d

dng thu ht c nhiu s ch ca ngi tiu dng. V vy, vic cty ch t

showroom qun 7 s mt i 1 lng khch hng tim nng.

- Nu cty Tn Ton Pht khng to ra c dng sn phm cho ring mnh th d

cho cty c thc hin chg trnh marketing cng khng thu ht c khch hng lu

di. Trong khi , nu c cty khc c c dng sn phm c o, gi c hp dn tuy

khng thc hin qung b hnh nh thng hiu cng s tiu th c nhiu sn

phm.

II. MC TIU

1. Mc tiu cng ty :



- n 2012 cng ty Tn Ton Pht chim 20% th phn v cung ng bn gh nha gi

my cho th trng VN .

- n 2012 xy dng thng hiu Tn Ton Pht tr thnh 1 thng hiu c nhn

bit t 60% v bn gh nha gi my c khch hng yu thch v tin dng.

- n 2012 m rng 10 h thng phn phi vo cc tnh thnh: Hi An, Phan Thit,

Nha Trang, Vng Tu, Nng, Cn Th.

2. Mc tiu th trng :

- n cui 2010, xy dng thng hiu Tn Ton Pht tr thnh 1 thng hiu c

nhn bit t 20% v bn gh nha gi my c khch hng yu thch v tin dng.

- Nm 2010, mc tiu t 5% th phn bn gh wicker ti thnh ph H Ch

Minh v Bnh Dng, doanh thu t c l 30 t ng tng ng 15.150 b bn

gh. Trong , trch 10% ( tng ng 3 t ng) trong tng doanh s cho chi ph

Marketing.

- Nm 2010, 10 i l phn phi bn gh Bnh Dng v thnh ph H Ch

Minh nhn phn phi chnh thc sn phm ca cty Tn Ton Pht.

III. CHIN LC MARKETING

Chin lc ca marketing c xy dng

da trn nh v v chin lc ct li trong

tp trung n cc yu t : cht lng , gi

hp l, phn phi rng (chin lc gi tr

cao). Chin lc ny c chia lm 3 giai

on:

1. Giai on educate th trng thit lp knh phn phi :

Sn phm d kin tung vo 15/6/2010 nn bt u t 1/6 ta s tp trung vo lm PR

cho sn phm bng cch gii thiu 1 xu hng mi trong phong cch trang tr ni

ngoi tht v thit lp cc knh phn phi. ng thi t chc 1 chng trnh gii thiu

sn phm mi di dng hi tho chuyn .



V nh v: Tn Ton Pht l thng hiu ni ngoi tht cht lng cao, a mu m

v gi c ph hp. Nhc ti Tn Ton Pht l nhc ti gi tr cao

V thng hiu: thn thin, gn gi, t nhin.

V sn phm: phi tun theo nh hng chin lc to ra sn phm trung thnh

vi concept: cht lng / gi ph hp / thin nhin.

V gi: nh gi tt nht, i khi thp hn Ph M Khang, Vit Product.

V phn phi: nh my sn xut ti Bnh Dng, showroom ti thnh ph H Ch

Minh v nh hng m rng cc tnh thnh pha Nam.

V chiu th: ch yu dng cng c PR thc hin truyn thng.

2. Giai on y mnh qung b sn phm :

Theo kho st th trng, qu 3 l thi im bn hng chy nht trong nm nn

nhm to bc m tht tt cho vic phn phi sn phm n khch hng, nn phng

Marketing s ch ng thc hin nhiu qung co nhm to s nhn bit sn phm

cao, ng thi gy dng thng hiu Tn Ton Pht i vo lng khch hng.

3. Giai on y mnh phn phi sn phm:

T gia thng 7 n cui thng 9 l thi im thch hp nht cho vic y mnh

bn hng di s gip sc ca 2 hnh thc pull v push, giai on ny cng ty s tung

ra nhiu chng trnh khuyn mi hp dn li ko khch hng chn v mua sn

phm ca cng ty.

4. Bng phi thc cc phng tin tuyn thng

Bng 4.3: Bng phi thc cc phng tin tuyn thng

nh hng truyn thng Tn Ton Pht

Stt Thi gian

Ni dung



1 01/06/2010

15/06/2010

Hng lot cc bi vit (Editorial) xut hin trn bo ch,

internet, cc phng s truyn hnh pht sng v ti: Xu

hng ni ngoi tht ngy nay,

Push hng vo cc knh phn phi thng qua chng trnh

khuyn mi.

2 15/06/2010

T chc chng trnh gii thiu sn phm mi di dng hi

tho chuyn Gii php ni ngoi tht ngy nay.

3 15/06/2010

15/7/2010

Tng cng qung co sn phm mi trn cc phng tin

truyn thng (bo, tp ch, intrenet,). Khng nh sn phm

Tn Ton Pht c cht lng tt vi gi ph hp nht so vi cc

i th cnh tranh.

4 9/2010

a ra cc chng trnh khuyn mi hp dn ko khch

hng.

5 12/2010

Vit bi PR Cm n khch hng, nhc nh khch hng nh

v thng hiu Tn Ton Pht thn thin, gn gi, t nhin.

IV. CHNG TRNH HNH NG MARKETING

nh hng pht trin ca cng ty da vo cht lng ct li: cht lng vt liu tt

bn cnh a dng v thit k ph hp trong vic trang tr ni ngoi tht s l cha kha

a cng ty n thnh cng.

1. Sn phm

Tiu chun cht lng Chu u: si nha gi my c kim tra cht lng bi cty

TUV RHEINLAND ( product safety and quality ) ngy 03/08/2009, si nha c kh



nng chng tia UV v bn b theo thi gian; khung st v khung nhm c sn tnh

in chng g st.

c chng nhn t

nhng vin kim tra cht lng uy tn trn th gii theo tiu chun c

- ,

k , b , ,

tit kim thi gian v kinh t.

:

c nhp khu t

Indonesia khng phai mu, bong trc di bt k tc nhn ca ngai cnh. Kch thc

v kiu dng a dng ph hp vi ngi Vit Nam gip ngi tiu dng tn hng

c cm gic thoi mi, m i.

,

ma, kh ... .

Mu thit k: kiu gh vi 2 tay vn c khe h mang li cm gic thng thong hn

cho ngi tiu dng; c bit, vi b ngang khng b b buc gip cho ngi mp hay

gy u ngi thoi mi. Hn na, kiu gh ny tng t kiu gh stackable c th

chng cht ln nhau c khi khng dng gip tit kim khng gian. Ngoi ra, vi



kiu dng nh, gn, n gin gip tit kim khng gian khi trang tr v d dng

khuyn chuyn.

Vi cc thit k hoa vn tinh t 2 bn gh to ra s sang trng hn m khng nh

mt i s tin li. Sn phm s em li 1 tri nghim mi cho dng gh ny.

2. Gi

Theo chin lc nh v ca Tn Ton Pht ta c mc gi cho sn phm l

- 360.000 VND/ gh.

- 540.000 VND/ bn

- 1.980.000 VND / b 4 gh 1 bn.

Trong :

Gi vn chim : 60% = 1.188.000

VND

Chit khu cho i l, cng ty xy dng, kin trc s : 7% = 138.600 VND

Li nhun chim : 33% = 653.400 VND

Doanh s mc tiu : 30 t

S lng bn gh cn tiu th : 15.150 b



3. Knh phn phi:

Trong giai on 2010, sn phm ch yu c pht trin ti 2 th trng : thnh ph

H Ch Minh v Bnh Dng.

Hin ti, tng s showroom ca cng ty gm 2 showroom ln: 1 showroom qun 7

Tp.HCM, v 1 showroom i l Bnh Dng.

Tng s i l phn phi hng trn a bn thnh ph H Ch Minh: gm

khong 300 i l, a phn tp trung ti ng Ng Gia T - Q.10 - Quang Trung -

Q.G Vp, ng Nguyn Th Minh Khai - Q.1.

Tng s i l phn phi hng trn a bn Bnh Dng : gm khong 50 i

l, showroom, a phn tp trung trn tuyn ng i l Bnh Dng.

Th phn cng ty hin ti chim 3% = 10 im, 9 im ti thnh ph H Ch

Minh v 1 im ti Bnh Dng.

Mc ch nng tng s im phn phi ca cng ty trong nm 2010 l :

Thnh ph H Ch Minh:

Mt showroom trng by sn phm (km bn s l) : Nguyn Vn Linh, Q.7.

ng thi nng tng s i l phn phi sn phm ln 50 i l trn cc tuyn ng

Ng Gia T, Quang Trung, Nguyn Th Minh Khai, Trn Hng o.

Bnh Dng:

Showroom trng by sn phm (km bn s l): i l Bnh Dng, huyn Thun

An.

V nng s i l phn phi sn phm ln 10 i l ti th x Th Du Mt, Li

Thiu,

4. Chiu th:



Chin lc phi thc chiu th nm 2010 ca Tn Ton Pht

To s t m v mt

phong cch thit k ni

tht mi ang dn hnh

thnh v pht trin mnh

m.

Bit sn phm bn gh

wicker ca Tn Ton Pht.

Hiu v quyt nh s dng

sn phm.

1/6 14/6

15/6 15/7

16/7 31/12

Tnh nng ni tri ca

cht liu nha gi my.

Tung sn phm v qung b

thng hiu.

y mnh bn hng.

PR : Lm ch o

Vit bi ni v xu hng,

phong cch thit k mi.

Tnh nng ni bt ca

cht liu nha gi my.

1. Hp bo ra mt sn

phm mi :

Gii thiu sn phm mi

Tng qu lu nim.

Thng co bo ch

2. Hp bo cuc thi

thit k ni tht.

Gii thiu v chng trnh.

Tr li bo ch.

Gi thng co bo ch.

PR :

Vit bi cm n khch

hng, tng nhn bit cao

hn v thng hin Tn

Ton Pht.



Trade marketing :

Thc hin 1 chng trnh

khuyn mi cho cc i

l.

Rt thm trng thng 1

chic Honda SH.

1. Event tung sn phm

mi

T chc bui hi tho ni v

tm quan trng ca cht liu

nha gi my.

Gii thiu sn phm mi.

2. T chc cuc thi thit

k ni tht s dng

cht liu nha gi

my.

a tin trn VTV9.

Trng by sn phm.

Thng co bo ch.

Qung co :

1. Chng trnh

khuyn mi thng 9

ng qung co trn bo,

tp ch.

ng banner trn web.

Treo ban roll ti cc i l,

showroom.

Pht leaflet cho khch hng

mc tiu.

Qung co :

Thit k, by tr showroom

c o, bt mt.

t banner trn cc trang

web.

ng sn phm trn cc tp

ch v ni ngoi tht.

t banner gii thiu sn

phm ti cc i l.

Khuyn mi cho i l.

Khuyn mi cho khch

hang.

Chng trnh cm n

khch hng.

Khuyn mi cui nm.



t logo, banner, ban roll

trong cuc thi thit k ni

tht.

Trade marketing :

Tng 10 b bn gh cho 20

qun c ph, nh hng,

khch sn ni ting, cc t

chc tim nng.

Chin lc bn hng chi tit :

M rng thm outlets nhm y mnh hng vo cc outlets v thu ht ngi

tiu dng s dng sn phm. C th nh sau:

Thng 6 7

Thng 8 Thng 9 Thng 10 Thng 11 Thng 12

M knh +

Push

Push Pull Push Pull

2.000 b

6.000 b

3.000 b 500 b 2.500 b 1.150 b

PR



T ngy 1 14/6 : ng bi ni v xu hng, phong cch thit k mi. Nu ln cc

tnh nng ni bt ca cht liu nha gi my. ng thi gii thiu cho khch hng bit

thi gian m cuc hi tho tung sn phm mi ca cng ty Tn Ton Pht. Bi vit

c ng trn cc bo v tp ch theo cc thi im sau :

- Kin trc v i sng : 2 k- 1/6 v 15/6 : 9 tr/k x 2 = 18 triu ng

- Cm Nang Mua sm: 2 k- 1/6 v 15/6 : 11 tr/k x 2 = 22 triu ng

- Kin trc nh p: 2 k- 1/6 v 15/6 : 10 tr/k x 2 = 20 triu ng

- Tip th v gia nh: 3 bi : 15 tr/k x 3 = 45 triu ng

Tng cng : 105 triu ng

Ngy 15/6: Hp bo (mt phn trong chng trnh hi tho) tung sn phm mi.

Mi 10 nh bo nhm 1 n tham d v gi thng co bo ch.

PV Bo Thanh Nin

PV Bo Tui Tr

PV Bo Ngi Lao ng

PV Bo Si Gn Tip Th

PV Bo Kin trc v i sng

PV Bo Cm Nang Mua sm

PV Bo Kin trc nh p

PV Bo Tip th v gia nh

PV Bo in t VnExpress

PV Bo in t Dn Tr

Chi ph: 10 x 1 triu VND/PV = 10 triu

Qu tng: 10x 300.000 VND/PV = 3 triu

Tng cng: 13 triu VND

Ngy 30/6: Hp bo cuc thi thit k ni tht nm 2010. Mi 5 nh bo nhm 1 n

tham d v vit thng co bo ch.

PV Bo Thanh Nin



PV Bo Si Gn Tip Th

PV Bo Kin trc v i sng

PV Bo Ni tht

PV Bo in t VnExpress

Chi ph: 5 x 1 triu VND/PV = 5 triu

Ngy 31/12: ng bi PR ni v chng trnh Cm n khch hng ca cng ty

nhm to s nhn bit v tnh thn thin, gn gi t thng hiu Tn Ton Pht.

PV Bo Kin trc v i sng : 9 tr/k

PV Bo Kin trc nh p : 10 tr/k

Tng cng: 19 triu ng

Bng 4.4: Bng tm lc cc chng trnh

Stt Ni dung chng trnh Thng

6/2010

Thng

12/2010

Tng Ngn

sch ( triu

VND)

%

1 Vit bi ni v xu hng, phong

cch thit k mi. X 105 73.9

2 Vit bi gii thiu sn phm

mi. X 13 9.2

3 Vit bi v cuc thi thit k ni

tht. X 5 3.5

4 Vit bi Cm n khch hng. X 19 13.4

Tng cng 142 100



Biu th hin ngn sch cc chng trnh

Gai thch:

(1) Vit bi ni v xu hng, phong cch thit k mi

(2) Vit bi gii thiu sn phm mi

(3) Vit bi v cuc thi thit k ni tht

(4) Vit bi Cm n khch hng

QUNG CO:

Truyn hnh :

Ngy 15/ 7 thc hin phng s a tin 5 pht v cuc thi thit k ni tht c pht

trn knh VTV9.

Chi ph : 5 triu ng.

Qung co bo :

T ngy 16/6 30/6 : ng qung co sn phm mi trn cc trang bo tp ch :

PV Bo Thanh Nin : 1 k = 25 triu ng

PV Bo Tui Tr : 1 k = 32 triu ng

PV Bo Ngi Lao ng : 1 k = 7.5 triu ng

PV Bo Si Gn Tip Th : 2 k x 12.5 triu = 25 triu ng



PV Bo Kin trc v i sng : 2 k x 10.5 triu = 21 triu ng

PV Bo Cm Nang Mua sm : 3 k x 14 triu = 42 triu ng

PV Bo Ni tht : 2 k x 14 triu = 28 triu ng

PV Bo Tip th v gia nh : 2 k x 12.5 triu = 25 triu ng

Tng cng: 205.5 triu ng

T ngy 1/9 15/9 : ng qung co chng trnh khuyn mi dnh cho khch hng.

PV Bo Thanh Nin : 2 k x 25 triu = 50 triu ng

PV Bo Tui Tr : 2 k x 32 triu = 64 triu ng

PV Bo Ni tht : 2 k x 14 triu = 28 triu ng

PV Bo Tip th v gia nh : 2 k x 12.5 triu = 25 triu ng

PV Bo Cm Nang Mua sm : 2 k x 14 triu = 28 triu ng


Qung co internet :

T ngy 16 18/6/2010 t Top Banner qung co sn phm mi ti 2 trang web

chnh sau :

Bo in t VnExpress : 3 ngy x 16 triu = 48 triu ng

Bo in t Dn Tr : 3 ngy x 8 triu = 24 triu ng

Tng cng: 72 triu ng

T ngy 1/9 7/9 : ng qung co chng trnh khuyn mi dnh cho khch hng.

Bo in t Rao vt : 1 thng = 1 triu ng

Bo in t 5s : 1 thng = 15 triu

Tng cng: triu 16 ng

T ngy 1/12 7/12 : ng qung co chng trnh khuyn mi dnh cho khch

hng.

Bo in t Rao vt : 1 thng = 1 triu ng

Bo in t 5s : 1 thng = 15 triu ng

Tng cng: 16 triu ng




Qung co OOH ( qung co ngoi tri)

T ngy 16/6 30/6 : tin hnh treo ban roll ti cc i l, showroom gii thiu sn

phm mi.

Ban roll (3m x 0.7m) : 62 x 49.000 = 3.038.000 ng

T ngy 1/9 15/9 : tin hnh treo ban roll chng trnh khuyn mi dnh cho khch

hng ti cc i l, showroom.

Ban roll (3m x 0.7m) : 62 x 49.000 = 3.038.000 ng

T ngy 1/12 15/12 : tin hnh treo ban roll chng trnh khuyn mi cm n

khch hng ti cc i l, showroom.

Ban roll (3m x 0.7m) : 62 x 49.000 = 3.038.000 ng

Tng cng : 9.114.000 ng


Stt Ni dung chng

trnh

Thng

6

Thng

7

Thng

9

Thng

12

Tng Ngn

sch( triu) %

1 Phng s trn truyn

hnh. X 5 1.2

2 Qung co trn bo,

tp ch. X X 400.5 77.3

3 Qung co trn

internet. X X X 104 20

4 Qung co ngoi tri. X X X 9.114 1.75

Tng cng 518.614 100




Ghi ch:

(1) Qung co trn bo, tp ch

(2) Qung co trn internet

(3) Qung co ngoi tri

(4) Phng s trn truyn hnh

TRADE MAKETING :

T ngy 1/6 15/6 : thc hin 1 chng trnh khuyn mi cho cc i l nhm

thit lp knh phn phi, push hng vo cc i l.

Chng trnh bao gm :

Chng trnh mua 10 b bn gh c tng 1 b vi chit khu khng i l 7%, vi

s lng l 1000 b bn gh u tin.

Tng ng 100 b gh qu tng tr gi : 198.000.000 ng

Ngoi ra, khi i l no mua t 50 b bn gh tr ln s c c hi rt thm trng

thng 1 xe Honda Sh 150i tr gi : 150.000.000 ng

Tng cng : 348.000.000 ng



T ngy 15/6 15/7: thc hin chng trnh qung b sn phm, to c hi cho

khch hng mc tiu dng th sn phm.

Chng trnh bao gm:

Gi 500 b brochure, v cc phn qu lu nim n khch hng mc tiu l nh hng,

khch sn, resort, qun c ph, cc cng ty xy dng,

Chi ph : 500 x 100.000 ng = 50.000.000 ng

Bn cnh , chng trnh cn chn ra 10 nh hng, khch sn, resort, qun caf, cc

cng ty xy dng, ni ting tin hnh tng 10 b bn gh mu.

Chi ph : 10 x 1.980.000 = 19.800.000 ng

Tng cng : 69.800.000 ng

T ngy 1/8 15/8 : M 1 chng trnh khuyn mi push hng vo cc i l,

thay v ly hng ca cc i th cnh tranh.

Chng trnh bao gm :

Mt chng trnh gim gi bn bng cch tng chit khu cho i l, nh sau :

Gi 1 (2500 b) : Khi khch hng mua t 20 - 50 b bn gh th mc chit khu cho

mi b bn gh l 9%.

Chi ph gi 1 : 2% x 1.980.000 x 2500 = 99.000.000 ng

Gi 2 (2500 b) : Khi khch hng mua t 51 - 100 b bn gh th mc chit khu cho

mi b bn gh l 12%.

Chi ph gi 2 : 5% x 1.980.000 x 2500 = 247.500.000 ng

Gi 3 (1000 b) : Khi khch hng mua t 101 b bn gh tr ln th mc chit khu

cho mi b bn gh l 15%.

Chi ph gi 3 : 8% x 1.980.000 x 1000 = 158.400.000 ng

Tng cng : 504.900.000 ng

T ngy 1/9 15/9 : Thc hin chng trnh khuyn mi cho ngi tiu dng nhm

tin n mc 80% doanh s c nm.



Chng trnh bao gm :

- Chng trnh bo hnh 3 nm min ph cho tt c cc b bn gh.

- Chng trnh rt thm trng thng khi khch hng mua sn phm ca cng ty :

1 Gii t bit : 10 lng vng 9999 = 260.000.000 ng

1 Gii nht : 5 lng vng 9999 = 130.000.000 ng

2 Gii nh : 3 lng vng 9999 = 78.000.000 ng

3 Gii ba : 1 lng vng 9999 = 26.000.000 ng

100 Gii khuyn khch : 100 b bn gh gi my = 198.000.000 ng

Tng cng : 744.000.000 ng

T ngy 1/12 15/12 : Thc hin 1 chng trnh khuyn mi Cm n khch hng

nhm gi khch hng trung thnh.

Chng trnh bao gm :

Tng 100 b m tr cao cp cho cc khch hng thn thit : 500.000/b = 50.000.000

ng

Tng cng : 50.000.000 ng

y l mt chng trnh trng tm ca ma bn hng nm 2010, v s lng push

hng vo cc i l s quyt nh 90% doanh s c nm.


Stt Ni dung

chng trnh

Thng

6

Thng

7

Thng

8

Thng

9

Thng

12

Tng Ngn sch

(triu)

1

Chng trnh

khuyn mi

cho cc i l

nhm thit

lp knh phn

phi, push

X 348



hng vo cc

i l.

2

Chng trnh

qung b sn

phm, to

c hi cho

khch hng

mc tiu dng

th sn phm.

X X 69.8

3

Chng trnh

khuyn mi

push hng vo

cc i l, thay

v ly hng ca

cc i th

cnh tranh.

X 504.9

4

Chng trnh

khuyn mi

cho ngi tiu

dng nhm tin

n mc 80%

doanh s c

nm.

X 744

5

Chng trnh

khuyn mi

Cm n khch

hng nhm

X 50



gi khch hng

trung thnh.

Tng cng 1.716.700.000

ng


Gai thch:

(1) Chng trnh khuyn mi cho ngi tiu dng nhm tin n mc 80% doanh s

c nm

(2) Chng trnh khuyn mi push hng vo cc i l, thay v ly hng ca cc

i th cnh tranh

(3) Chng trnh khuyn mi cho cc i l nhm thit lp knh phn phi, push

hng vo cc i l

(4) Chng trnh qung b sn phm, to c hi cho khch hng mc tiu dng th

sn phm

(5) Chng trnh khuyn mi Cm n khch hng nhm gi khch hng trung thnh

EVENT :

Ngy 15/6 : T chc chng trnh gii thiu sn phm mi ti khch sn Sheraton

di dng hi tho chuyn bn v xu hng s dng cht liu mi trong thit k

ni ngoi tht. Mi cc i din bo ch, cc i din ca nhng cng ty xy dng,

kin trc s, cc v quan chc trong ngnh n tham d.

Tng cng : 150.000.000 ng



T ngy 15/6 15/7 : Ti tr t chc mt cuc thi thit k ni tht v mi Hip hi

M Ngh lm ch tr. Vi mong mun xy dng mt nn tng pht trin ngnh

thit k ni tht Vit Nam v nhng sn phm ot gii s c ng dng vo thc t

di bn quyn ca Tn Ton Pht. ng thi qua cuc thi Phn no nh bng

thng hiu cho Tn Ton Pht.

Tng cng : 300.000.000 ng



6

Thng

7

Tng Ngn sch

(triu) %

1 Chng trnh gii thiu sn phm mi. X 150 33.3

2 T chc mt cuc thi thit k ni tht. X X 300 66.7

Tng cng 450 100


Gai thch:

(1) T chc mt cuc thi thit k ni tht



(2) Chng trnh gii thiu sn phm mi

CHM SC KHCH HNG :

T ngy 15/6 : Thit lp ng dy nng 0123456789 t vn, gii p mi thc

mc ca khch hng.

Chi ph : 50 triu ng (ht nm 2010), bao gm : lng nhn vin t vn v chi ph

thit lp thu bao in thoi.

T ngy 15/6 : Xy dng i ng k thut lun c th sa cha, bo hnh sn

phm cho khch hng.

Chi ph : 70 triu ng (ht nm 2010), bao gm : lng 2 nhn vin bo tr, chi ph

dng c v phng tin di chuyn.

Tng cng: 120 triu ng



6

Tng Ngn sch

(triu) %

1

Thit lp ng dy nng

0123456789 t vn, gii p

mi thc mc ca khch hng.

X 50 41.7

2 Xy dng i ng bo tr. X 70 58.3

Tng cng 120 100




Gii thch:

(1) Xy dng i ng bo tr

(2) Thit lp ng dy nng 0123456789 t vn, gii p mi thc mc ca

khch hng

NGHIN CU TH TRNG :

Thng 4/2010 : thc hin chng trnh nghin cu th trng tm hiu nhu cu, thng

tin th trng pht trin sn phm mi.

Chng trnh c thc hin nh sau :

Th trng nghin cu : Tp.HCM

i tng nghin cu : cc qun c ph trn a bn thnh ph.

Cch thc hin : nhm tin hnh hi nh lng 10 ch, qun l qun caf ti cc

qun trn thnh ph vi nhng phong cch thit k khc nhau t thit k ra cc

tiu ch c khch hng la chn nhiu nht.

Sau , nhm tin hnh lp ra bng cu hi nh lng.

S lng qun kho st : 300 qun c ph.

S lng qun ng tr li bng cu hi : 80 qun.

Ni dung bng cu hi nh lng :

BNG CU HI

Loi hnh kinh doanh:..

a im kinh doanh:...



Tn:

Nam/ n:

Tui: .

in thoi lin h:

1. Anh ch tm kim thng tin v bn gh gi my ny t u?

Bo Tp ch Internet Ti ca hng Khc :..

2. Anh/ ch mua bn gh ny u?

.

3. Hin ti c bao nhiu b bn gh ti ni kinh doanh ca anh/ ch?

5 10 10 20 20 30 30 40 trn 40

4. Anh/ ch mua sn phm ny vi mc gi bao nhiu?

5. Anh/ ch thng thay i bn gh mi trong thi gian bao lu?

Di 1 nm 1 1.5 nm 1.5 2 nm Trn 2 nm

6. Mu m bn gh qun ang s dng l g?

Mu 1 Mu 2 Mu 3 (t quy nh)

7. Anh/ ch mua bn gh ny lc no ?

a. Qu 1.

b. Qu 2.

c. Qu 3.

d. Qu 4.



8. Anh/ ch cho bit ai l ngi trc tip i mua sn phm?

a. T bn thn.

b. Nh thit k ni tht.

c. Ngi khc :

9. Xu hng trang tr ca qun?

a. Hin i.

b. C in.

c. Thin nhin.

d. Khc.

10. Khi mua sn phm A/C quan tm n yu t no nht?

Gi thit k cht lng dch v hu mi

Xin cm n qu khch!

Sau , nhm s dng cng c Excel thng k, phn tch v lu tr li cc thng

tin .

Ngn sch : 10 triu ng.

Thng 12/2010 : tng hp kin phn hi ca khch hng v tm hiu xu hng th

nhm p ng nhu cu vo nm 2011.

Chng trnh chi tit nh sau :

Lm mt cuc nghin cu thng qua email v in thoi nhng khch hng v

ang s dng sn phm ca cng ty.

Ni dung nghin cu : mc hi lng ca khch hng i vi sn phm, dch v ca

cng ty. Mc nhn bit thng hiu. Tm hiu nhu cu ca khch hng

Ngn sch : 10 triu ng.





4

Thng

12

Tng Ngn sch

(triu ng )

1

Thc hin chng trnh nghin cu th

trng tm hiu nhu cu, thng tin th

trng pht trin sn phm mi.

X 10

2

Thc hin chng trnh nghin cu th

trng tm hiu nhu cu, thng tin th

trng pht trin sn phm mi..

X 10

Tng cng 20


Gai thch:

(1) Thc hin chng trnh nghin cu th trng tm hiu nhu cu, thng tin th

trng pht trin sn phm mi

(2) Thc hin chng trnh nghin cu th trng tm hiu nhu cu, thng tin th

trng pht trin sn phm mi

V. THI GIAN HNH NG:

CNG VIC Ngn sch Bt u Kt thc Ph trch



( ng)

NGHIN CU TH

TRNG

- Nghin cu nh tnh,

nh lng.

20.000.000

05/04/2010

16/04/2010

Phng

Marketing

TRIN KHAI SN

PHM

To s t m cho khch

hng bng cc bi bo

20.000.000

15/05/2010

22/05/2010

Phng

Marketing

QUAN H CNG

NG -PR

- ng bi Xu hng

trang tr ni ngoi tht

trn cc tp ch: Kin

trc i sng, Cm nang

mua sm, Kin trc nh

p, Tp ch gia nh.

- Hp bo Tung sn

phm mi.

- Hp bo Cuc thi thit

k ni ngoi tht nm

2010 v ng bi PR.

142.000.000

01/06/2010

15/06/2010

30/06/2010

14/06/2010

16/06/2010

05/07/2010

Phng

Marketing

Phng

Marketing +

Sales

Phng

Marketing +

Sales



QUNG CO

- Top banner qung co

sn phm mi trn web

Vnexpress v Dn Tr.

- Treo ban roll ti cc i

l phn phi, showroom

- Qang co sn phm

mi trn cc tp ch.

- Trn TVC: phng s 5

pht v Cuc thi thit

k knh HTV9.

- Qang co chng

trnh khuyn mi cho

khch.

- ng qung co

chng trnh khuyn mi

cho khch trn bo in

t 5s v Rao vt.

- ng qung co

chng trnh khuyn mi

cho khch trn bo in

t 5s v Rao vt.

- Treo ban roll Cm n

khch hng cc i l

phn phi, showroom.

518.614.000

16/06/2010

16/06/2010

16/06/2010

15/07/2010

01/09/2010

01/09/2010

01/12/2010

01/12/2010

18/06/2010

30/06/2010

30/06 /2010

15/07/2010

07/09/2010

07/09/2010

07/12 /2010

15/12/2010

Cty Media

Phng Design

Phng Design

Phng Design

Phng Design

Phng Design

Thu cty cung

ng ban roll

Thu cty cung

ng ban roll

EVENT

- T chc event Xu

hng s dng cht liu

450.000.000

15/06/2010

15/06/201

Cty t chc



mi trong thit k ni

ngoi tht ti khch sn

Sheraton.

- T chc cuc thi thit

k ni tht.

15/06/2010

15/07/2010

Event

Cty t chc

Event

TRADE MARKETING

- Cho i l phn phi.

- Cho khch hng mc

tiu.

- Cho i l phn phi.

- Cho ngi tiu dng

- Chng trnh khuyn

mi Cm n khch

hng cho ngi tiu

dng.

1.716.700.000

01/06/2010

15/06/2010

01/08/2010

01/09/2010

01/12/2010

15/06/2010

15/07/2010

15/08/2010

15/09/2010

15/12/2010

Phng Sales

Phng Sales

Phng Sales

Phng Sales

Phng Sales

CHM SC KHCH

HNG

Tng hp phn hi ca

khch hng v tm hiu

xu hng th trng cho

nm 2011.

120.000.000

01/12/2010

22/12/2010

Phng Chm

sc khch hng

VI. NH GI V GIM ST VIC THC HIN :

Da vo hnh vi:



S ngi vo trang web, thi gian lu li, mc ch , s ln truy cp.

S cuc in thoi gi n.

S ln than phin.

Da trn bin s v thng hiu :

Mc tha mn ca khch hng.

n tng ca khch hng v thng hiu/ sn phm.

Mc nhn bit thng hiu.

Mc thn thuc ca khch hng, ...

Da vo chi ph qung co:

Xc nh t l chi ph qung co trn doanh s cho dng sn phm (tng chi ph

cho dng sn phm chia cho doanh s tnh bng VND to ra t dng sn phm hay t

nhn vin bn hng hay t khu vc bn hng x 100)

Xc nh t l chi ph qung co sn phm trn tng chi ph qung co (chi ph

qung co sn phm chia cho tng chi ph qung co x 100)

Phn tch tng chi ph qung co so vi doanh s v li nhun.

So snh vic thc hin tng sn phm hay tng khu vc hay tng phn th trng

hay tng b phn.

So snh vic thc hin ca tng phng tin truyn thng.

VII. THNG TIN TI CHNH :

1. Tm lc thng tin ti chnh

Doanh s d kin nm 2010 : 30 t

Doanh s d kin nm 2012 : 95 t

D kin th phn chim lnh :

Nm 2010 : 3.75 %

Nm 2011 : 5 %

Nm 2012 : 7.2%

Ch tiu Nm 2009 Nm 2010 Nm 2011 Nm 2012



Doanh s 10 t 30 t 50 t 95 t

Th phn 1,67 % 3.75 % 5 % 7.2 %

Tng li nhun _ _ _ _

Ngn sch Marketing 0.5 t 3 t 5 t 9.5 t

2. Tng hp ngn sch Marketing :

Ngun ngn sch s c cp trong nm nay :

Ni dung

Y1

Qy1

(triu)

Y1

Qy2

(triu)

Y1

Qy3 (triu)

Y1

Qy4

(triu)

Tng cng

Nm2010

Nghin

cu, trin

khai sp

0 30 _ 10 40

Qung co 0 280.538 219.038 19.038 518.614

PR 0 123 _ 19 142

S kin 0 450 _ _ 450

Trade

Marketing 0 417.8

1.248.900.000

ng 50

1.716.700.000

ng

Chm sc

khch hng 0 120 _ _ 120

Tng cng 1.717.970.600

ng

3. K hoch doanh s :



K hoch doanh s 7 thng cui nm 2010

Ni dung

Thng

6

Thng

7

Thng

8

Thng

9

Thng

10

Thng

11

Thng

12

Tng

cng

S b bn

gh bn

c.

1.000

b

1.500

b

5.500

b

3.000

b

1.000

b

2.000

b

1.150

b

15.150

b

Gi bn

mi n

v

(triu).

1.98 1.98 1.98 1.98 1.98 1.98 1.98

Tng

doanh thu

(VT:

triu)

1.980 2.970 10.890 5.940 1.980 3.960 2.277 30.000

VIII. K HOCH D PHNG

Ngn sch cn li : 1.282.029.400 ng

Cc du hiu dn tht bi trong k hoch marketing ny :

K hoch push sn phm vo cc i l thng 8 l mt chin lc mo him, v vy c th dn n tht bi vi nhng l do sau:



S lng bn trung bnh hng thng l khong 1.500 b nhng khi chng trnh ny tung ra ch tiu 5.500 b s to ra 1 p lc ln cho i l, v i ng sales, cng nh i ng sn xut hng.

Nu chng trnh ny tht bi s lm nh hng trc tip chng trnh Pull thng 9 v khi ny s lng hng tn kho trong cc i l khng nhiu nh d tnh s lm ht hng bn, v ng thi ch tiu thng trc s to p lc cho thng ny dn n khng t ch tiu doanh s.

Ngoi ra, sn phm cng va mi tung ra nn nhn bit v sn phm cha cao lm cho khch hng cha bit, hiu v tin dng.

Phng n gii quyt khi trng hp ny xy ra :

Va Push hng va tip tc m im phn phi.

kh marketing chiem linh thi phan ban ghe gia may tai thi truong vn

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