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CHNG VI

CHIN LC MARKETING TON CU

I- Ton cu ha th trng v cc nhn hiu sn phm


II- Phn khc th trng
III- Cc thuc tnh ca sn phm
IV- Chin lc marketing ton cu
V- Pht trin sn phm mi

1
I- TON CU HO TH TRNG V
CC NHN HIU SN PHM

Khai niem
Bieu hien toan cau
hoa
Nguyen nhan toan cau
hoa

2
KHI NI M
Toan cau hoa la qua trnh nen
kinh te the gii tien ti hp nhat va
phu thuoc lan nhau, gom 2 kha canh:
Toan cau hoa th trng
(Globalization of Market) th trng
rieng le cac nc hp nhat thanh th
trng toan cau
Toan cau hoa san xuat (Globalization
of 3

Production) phan bo chi nhanh san


Bi u hi n ton c u ho
S chuyen dch tai chnh cua cac nc
thong qua hoat ong au t, tai tr ODA,
San pham san xuat mang tnh quoc te cao
Hoat ong thng mai gia cac nc gia
tang (1994 8.090 ty USD, 2.010 14.000 ty
USD)
Di dan, xuat nhap khau sc lao ong gia
tang4
Chnh sach, quy che ieu tiet hoat ong
kinh te va thng mai cua moi nc dan
tien ti chuan mc chung mang tnh quoc
XU HNG TON CU HO

1- T do hoa thng mai


2- Cach mang khoa hoc
3- S sat nhap cua cac cong ty
quoc te
4- Chnh sach au t

5
i- Toan cau hoa (Globalization) khi:
Tm thay c s giong nhau gia
cac th trng.
Tm kiem s giong nhau ve san
pham, an tng, tiep th va
khau hieu quang cao.
Cach tiep can toan cau thng
at van e la:
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San pham va qua trnh nay co
ii- Toan cau hoa (Globalization) la
tap trung trong viec ra quyet nh.
MNC co the s dung nhng chnh
sach kch thch khac nhau:
Kch thch quan ly a phng cung
cap y tng.
Bao am cac nha quan ly tham
gia trong qua
trnh phat trien chien lc va chng
trnh tiep
th cho nhan hieu toan cau.
Duy tr tap hp san pham t nhan
hieu a 7

phng cho en nhan hieu toan cau.


II- PHN KHC TH TRNG
2.1- Khi nim phn khc th trng quc t

Phn khc th trng l


phn chia th trng thnh
nhng nhm ngi mua r
rng.Nhng nhm ny c
th i hi nhng mt
hng hoc h thng
marketing mix khc nhau
8

Philip Kotler
2.2- Quy trnh phn khc th trng
- Giai on kho st
- Giai on phn tch
- Giai on xc nh c im cc khc TT

2.3- Nhng nguyn tc c bn ca phn khc


- Nguyn tc c th nh lng c
- Nguyn tc c th khai thc KD c
- Nguyn tc c th tip cn c
9
Cc bin s phn khc th trng ton cu
Bi?ns?phn
khcth?tr??ng
QT

Ccbi?ns?mi Ccbi nqu?n


tr??ng tr?,ti?pth?

Bi?nchnh Bi?nvn
Bi?n?al Bi?nkinht?
tr? ho

Bi ns?n Bi?nkhuy?n Bi?nphn


Bi?ngi
ph?m m?i ph?i 10
III- CAC THUOC TNH CUA SAN
PHAM

Thuc tnh l mt nt c trng, mt tnh cht


tiu biu, hay mt tnh cch c th ca con
ngi hay s vt. V mi con ngi hay s vt l
tng hp ca nhiu thuc tnh.
Mi c th s c phn bit theo cc thuc
tnh nh gii tnh, chiu cao, tr thng minh, k
nng v s thu ht.
Cc sn phm cng vy, v d nh kem nh
rng s khc nhau theo cc thuc tnh nh nga
su rng, nga vi rng, mi v, lm trng rng
hay lm hi th thm tho... 11
S hu mt thuc tnh
Mt thuc tnh ni tri no s khin cho
mt c th hay mt sn phm tr nn khc
bit c o.
S hu mt thuc tnh ni tri l cch tt
nht khc bit ha mt sn phm hay mt
dch v.
Lu y: Cn phi c mt thuc tnh ca
ring cho sn phm ca mnh.
12
BMW: H thng li tuyt ho- Driving
Volvo: An ton - Safety
Mercedes: K thut - Engineering
Jaguar: Phong cch - Styling
Toyota: ng tin cy - Reliability
Ferrari: Tc - Speed
Nhng thng hiu nh Chevrolet, Nissan, Mercury
va Oldsmobile l nhng thng hiu t ni ting
hn v khng tp trung v khng s hu mt thuc
tnh chuyn bit no c.

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IV- CHIEN LC MARKETING TOAN
CAU

L vic vn dng cng mt chin lc Marketing


ca cc cng ty tm c quc t cc th trng
trn phm vi ton cu

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Cc v n t ra

1- C nn kinh doanh thi trng nc ngoi


khng ?
2- Lm th no thm nhp thi trng nc
ngoi ?
3- Thi trng QG no l trin vong, tim nng ?
4- Cc i th canh tranh ?
5- Thit k chnh sch sn phm, gi, phn phi, PR
thi trng nc ngoi ? 15
a/ c im:
Tiu chun ho cc chin lc marketing
Vn dung ng nht cho tt cc cc thi
trng trn nguyn tc b qua nhng khc
bit

Tp trung cc ngun lc v muc tiu nhm tn


dung cc c hi v nhu cu ton cu 16
Marketing ton cu c th m rng trn pham
vi th gii nhng ng thi cung phi thch ng
vi nhng ni ny

b/ Muc ch:
Tn dung cc c hi sn xut ln nng cao
kh nng canh tranh trong xu th ton cu ho
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nn kinh t v thi trng th gii
Cc chin lc Marketing ton cu

1- Cc chin lc Marketing ton cu hp nht


2- Cc chin lc phn khc ton cu
3- Cc chin lc loi SP ton cu
4- Chin lc Marketing mix ton cu
Ngoi ra cn c
- Chin lc SP ton cu/ th trng tp trung
( Global product/ market focus )
- Cc chin lc cnh tranh
( Compatitive stratergies ) 18
S pht trin ca cc chng trnh Marketing ton cu
Cc quyt nh pht trin
Cung cp SP: mc chun ho v thch nghi trong vic
cung cp SP
Tip cn th trng: Chng trnh tip th ph thuc vo
cc bin SP
V tr v mc ca cc hot ng lm tng gi tr
Lm y th trng
Khai thc cc chi ph v kh nng ca cc yu t
Lin minh chin lc
Di chuyn cnh tranh
H tr cho bng vic s dng ngun lc tch lu
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c trong mt th trng khc
Thc hin tip th ton cu

Thnh cng n t s cn bng gia quan tm


ton cu/ khu vc v a phng
think global/ act locally l phng chm
hot ng ca cc nh tip th ton cu ang
cnh tranh trong th trng a phng
Chn la SP nn xem xt cc th trng ring
l cng nh chuyn giao SP t mt th trng
n th trng khc
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Cc cm by Marketing ton cu cn trnh

Nghin cu khng y
C khuynh hng qu chun ho SP
Thiu linh hot trong hoch nh v thc hin
Hi chng Not- Invented- Here
Trnh hi ng NIH
- a cc nh qun l a phng tham gia vo
vic pht trin chin lc tip th nhn hiu ton
cu
- Khuyn khch cc nh qun l a phng xy
dng tng s dng cho khu vc v ton
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cu
ia ph ng ho Marketing ton c u
at c s cn bng gia cc nh qun l cp quc gia
v nh qun l sn phm ton cu tai tng hnh dinh c a
cng ty se i hi phi c hnh ng pht trinv th c
hin mt chin lc ton cu
Cc quy trnh qun l:
-Thc y vic chuyn giao qung b ton cu
- trao i nhn s at c kinh nghim quc t
- Tru s chnh nn phi hp v nng cp cc ngun lc
- Cho php cc nh qun l ia phng xy dng chng
trnh ring ca ho trong pham vi cho php
- Duy tr mt danh muc sn phm bao gm cc nhn ia
phng, khu vc v ton cu
- Cho php cc nh qun l ia phng kim sot ton b
ngn quy Marketing p ng nhu cu ca khch hng 22ia
phng v chng tr lai canh tranh ton cu
ia ph ng ho Marketing ton c u (tt)

Cc cu trc ca t chc
-Hng n qun tri khch hng ton cu
Vn ho cng ty
-TG khng phi l mt thi trng ring l
- Hoach inh v thc hin chng trnh trn
nn tng khp th gii
- Nhn din ton cu khng thin vi quc gia
no
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V- PHAT TRIEN SAN PHAM
MI
i-Xut khu sn phm ni a:
D thc hin
Chi ph thp
Qui m nh, t kinh nghim
ii- Mua li cng ty/ patent/ license:
D dng, nhanh chng
C thm sc chi phi i vi th trng
a dng ho hot ng
Chi ph cao
Qui m ln, danh ting
iii- Sp nhp: Kt hp li th
iv- M phng sn phm 24

v- T nghin cu v pht trin sn phm


Qu trnh pht trin sn phm mi
(New product Development Process)
HNH THNH TNG
Idea Generation

GN LC S KHI
Initial Screening

PHN TCH THNG MI


Business Analysis

PHT TRIN B SUNG


PHT TRIN SN PHM Additional Development
Develop The Product

TH NGHIM TH TRNG LOI B SN PHM


Market Testing Drop From Further
Consideration

THNG MI HA SN PHM
Commercialization
ENDOFTHECHAPTER

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