Antennagate v cch Apple gii quyt khng hong P1Ti thng theo di, tm c v su tm nhng ti liu v nhng cc hot ng ca Apple cng nh ca Steve Jobs. Khng phi v nhng giai thoi, nhng ho quang xung quanh ng m v nhng tm nhn, cch ng iu hnh v thnh cng trong kinh doanh. V qua ti t rt ra c cho mnh kh nhiu nhng bi hc hu ch p dng vo cng vic ca mnh. Ni v nhng thnh cng ca Apple th c rt nhiu, trong bi ny ti vit v mt kha cnh khc: cch m Apple x l Crisis. Crisis dch ra ngha ting Vit l khng hong v trong kinh doanh, y l t m khng cng ty no mun phi i mt. Nhng nhng ai lm kinh doanh u chc chn t nhiu c ln phi i mt vi n. Nu nh cng vic kinh doanh bnh thng kh th gii quyt vn khi cng vic gp khng hong cn kh hn. Trong hon cnh , nhng ngi lm kinh doanh nh ngi i trn dy, phi cn bng kho lo gia rt nhiu yu tt, ch mt sai lm nh cng c th ko theo sau c mt thm ha. Mt trng hp in hnh m Apple gp phi m ti theo di t nhng ngy u l v Antennagate, mt trong nhng v khng hong v truyn thng ln nht m Apple tng gp t khi ra mt chic in thoi iPhone. Qua ti rt ta c cho mnh mt s kinh nghim, bi vit ny ch n gin l chia s nhng rt ta y t gc nhn c nhn, mt s c th ng, mt s c th sai. Hy vng nhn c thm chia s t bn b xa gn. Bi vit ny dnh tng cho mt ngi bn c bit, ngi chia s cng ti rt nhiu suy ngh, s thch Trong c nim am m kinh doanh v nhng sn phm ca Apple.

Antennagate l g? y l mt cch chi ch ca gii truyn thng h xem v b bi ny ging nh v Watergate khi m chnh ph ng nhim ca tng thng Nixon m thm theo di v do thm ng i lp v che y cho cc hot ng ny. Tng t vy, gii truyn thng cho rng Apple ang che y nhng vn nghim trng ca my iPhone 4 v t gy ra nhng thit hi to ln cho ngi dng. Tm tt li crisis ny nh sau: Khi iPhone 4 c cng b, Apple cho ra mt mt thit k t ph bng vic dng chnh khung sn ca sn phm cho phn ng ten bt sng. Doanh s ca hng tng chng mt v s ra mt ca iPhone 4. Tuy nhin ngay sau th bt u xut hin mt s phn hi l chnh v phn bt

sng nm trn khung sn ca in thoi nn khi cm mt s t th c bit, ct sng ca iPhone 4 gim xung ng k. 1 truyn 10, 10 truyn 100 v c th hng trm ngn bi vit a ra nhng nhn nh rt gay gt v iPhone 4. Trn YouTube c hng ngn video post ln chng minh iu ny. Bo i a tin lin tc iPhone 4, mt sn phm chin lc c u t rt nhiu ca Apple, c nguy c b ty chay v i mt vi tht bi. Apple lm g?

Sut 3 tun, Apple chn gii php im lng, cc pht ngn cng nh hnh ng ca Apple rt hn ch. n tun th 3 (sau 22 ngy), Steve Job chnh thc t chc hp bo ti tng hnh dinh Cupertino cng b nhng vn cng nh gii php x l. V cch m Apple lm, i vi ti l rt tt. Kt qu c th l sau hu ht cc ch trch u h nhit, doanh s bn iPhone 4 tip tc tng, thm ch cn tng mnh hn. T l sn phm b tr v hu nh khng thay i. V r rng vi nhng kt qu ny, c th tm kt lun y l mt gii php PR thnh cng. Trong crisis dng ny s c 2 hng chnh xy ra: 1. Sn phm thc s c vn . 2. Sn phm khng c vn nhng do cc i th tm cch dng ln vn h uy tn ca chng ta. Kch bn th 2 r rng d x l hn kch bn th 1, thm ch d chuyn bi thnh thng hn. Vi kch bn th nht, vic gii quyt vn thi kh, vic chuyn bi thnh thng cn kh hn. V kch bn m Apple ang phi i u thuc v kch bn th nht: iPhone 4 thc s c vn v antenna thu sng, tt c mi ngi u bit iu . Vy Steve Jobs gii quyt crisis ny nh th no? ng thuyt phc gii truyn thng nh th no? V quan trng hn: thuyt phc c ngi dng ca mnh tip tc t nim tin vo sn phm. Tt c nhng cng b cng nh gii php sau cho vn ny nm gn trong phn presentation khong 30 pht ny ti bui hp bo. Rt n gin nhng n cha ng nhiu bi hc cho nhng ngi lm kinh doanh chng ta.

Antennagate v cch Apple gii quyt khng hong P2: Nhng bi hc

phn u chng ta bit c vn m Apple ang gp phi, cng nh cch m h gii quyt. Phn ny ti s chia s nhng bi hc ti rt ra c cho bn thn mnh.

1. Nhn trch nhim:Steve Jobs m u bi ni chuyn ca mnh bng cu ni: Were not perfect l mt s bt u khn ngoan trong trng hp m sn phm ca chng ta tht s c vn . Th tng tng gia lc tt c cc knh truyn thng v khch hng u ang cha mi di v pha chng ta, nu chng ta ng ln ni rng: N, chng ti hon ho, sn phm ca chng ti khng c vn g c iu khc no gin tip bo rng cc ngi l nhng k t iu, ba chuyn, vu khng cho chng ti. Tuy nhin, nhn trch nhim ch l s bt u, nu tt tn tt nhng g ngi ta ni mnh cng nhn th chng ta cht thng cng. Kiu nhng ni li cui xin li xong ri nhy sng t t vy. Nhng iu sau mi quan trng. Vy l g?

2. Chia s / chuyn hng trch nhim ca vn Ngay sau khi ni Were not perfect, Steve Jobs lp tc truyn ti tip thng ip: Phones arent perfect V sau l hng lot nhng dn chng chng minh rng cc in thoi khc cng b tnh trng tng t. Vic ny rt nhy cm v khng phi trng hp no cng c th tin hnh, tuy nhin nu lm c th hiu qu s rt tt. Ni nm na l chng ta ang tha, tuy nhin nh ni, vic ny rt nhy cm, phi lun nh rng khng c tha sang cho mt i tng c th, mt c nhn hay cng ty no . M nn tha mt ci g chung chung ( y Steve Jobs kt lun rng l vn ca tt c cc smartphones). Lun lun ghi nh khng c nm nguyn vn ca mnh v pha mt ai . M nu phi nm (v c th nm) th nm vo ci g khng c kh nng phn bin, mt ci g chung chung. Nu khng chng ta s gp vn cn nghim trng hn khi to thm k th trong lc tnh hnh ang cng thng. Trong trng hp ny, Apple tm ra cch l chia u vn cho nhng hng khc. y l vic lm mo him v nu lm khng kho v khng thuyt phc th s b chnh nhng i th ny phn cng li. Chnh v vy dn n mt ghi nh tip sau:

Bt c khi no so snh vi cc i th, th phi so snh bng nhng lun c r rng nht, nhng s liu c th nht. d i th c kh chu th cng khng th phn ng li. Apple lm rt tt iu ny thng qua vic a ra cc th nghim. V nu chng ta lm c vic ny th hiu qu mang n rt cao, v lc thay v chu trn mt mnh th chng ta c mt nhm v chu trn chung Hoc t nht nu h khng chu trn chung vi chng ta th cng khng th tha nc c th cu dm chng ta xung thm na. V d: sn phm bt ngt ca chng ta vn l n bt ngt th b gim tr nh, chng ta khng nn trch nhim cho nh cung cp nguyn liu lm bt ngt, hay quy trch nhim cho c quan gim nh. Thay v vy, quy trch nhim cho c khoai m trong c khoai m c mt vi cht gy gim tr nh chng hn. C khoai m khng phn cng chng ta c (v tt nhin phi km theo l cht ny rt nh, 99% cc cht cn li rt tt kinh nghim s 3). Hoc lm nh kiu Apple, ni rng tt c cng thc bt ngt u b vn ny.

Tuy nhin bc 1 v bc 2 ch mi dn n kt qu: chng ta nhn li, v chia s phn li vi mt s i tng khc. Nhng d sao i na sn phm chng ta vn c vn . Chnh v vy cn c mt yu t th 3.

3. Gii hn li vn Bc ny rt quan trng, tuy nhin n ch p dng c cho nhng vn khng phi mc cc k nghim trng (kiu nh li chn ga ca xe Toyota dn n mt iu khin v gy cht ngi, hay l sn phm v dinh dng nhng n vo b ng c v t vong). May mn l a s cc trng hp, him khi chng ta phi i mt vi dng crisis kiu qu nghim trng ny. M hu ht ch l nhng li v sn phm, li v dch v bn hng, c gy ra mt s nh hng nhng khng phi l kiu nh hng nghim trng n sc khe, tnh mng hay hnh phc gia nh ca ngi dng V d: chng ta c mt sn phm bnh ngt, c kin ni rng bnh ca chng ta c cht gy ay d dy chng hn. Th chng ta phi chng minh rng cht ch l mt thnh phn rt nh, ch 1% v 99% cn li ch ton l cht b dng

4. a ra gii php Chuyn bi thnh thngnh cao ca vic x l crisis l chuyn bi thnh thng. Trong trng hp ny Apple lm nh sau:

Sau khi chng minh c rng tuy rng vn ch gy nh hng n mt i tng rt nh ngi s dng. Tuy nhin Apple vn lun n lc lm hi lng cho tng khch hng ca mnh (d l ng hay t). T chng ta a ra nhng gip php ABCD bc a ra gii php ny, chng ta nn honh trng ha i cht cho nhng gii php khc phc ca mnh. Bn cnh cng khng qun chuyn ti theo dng than ngho k kh mt cht, kiu nh: Nhng hng gii quyt ny gy thit hi rt ln vi chng ti nhng v s hi lng ca khch hng, chng ti sn sng lm vic . V bc a gii php khc phc ny cng l bc hp l nht chng ta chuyn bi thnh thng v chnh bc ny chng ta s d dng nht lng ghp hnh nh rng chng ta lun mun phc v khch hng tt nht, v c trch nhim cao nht vi khch hng ca mnh.

Tng kt li chng ta thy th t gii quyt ca Apple rt r rng: 1. Lng nghe, khng phn ng khi cha chun b k 2. Xc nh tng tn vn . Khi xy ra khng hong chng ta thng nh ngi trn la, truyn thng th nh lin tc hng ngy, rt d dn n tnh hung chng ta phi ng ngay lp tc sau m cha c s tm hiu cn k vn (i khi vn khng phi t pha chng ta) v c nhng pht ngn vi vng. y l iu ct li bt u tt c, khng nn ra trn khi cha hiu v i th v cha c trang b cn thn. Crisis ny nh hng n thnh bi ca mt sn phm chin lc ca Apple, nhng ta thy Apple chn gii php im lng tm hiu v n 22 ngy sau mi chnh thc c ng thi 3. Nhn trch nhim. 4. Chia s / chuyn hng trch nhim ca vn . 5. Gii hn li vn . 6. a ra gii php khc phc. Tng thnh phn v th t nh trn kh quan trng. Nu gi s chng ta nhn trch nhim t u, nhng li nguyn vn , khng gii hn v lm n nh li th nghim nhin l mt vn ln. V do vic a ra gii php l iu bt buc, hin nhin. Dn n nhng n lc ca chng ta khng c ghi nhn v cost cho cc gii php khc phc s rt ln. Thay v vy sau khi chng ta chng minh c rng vn khng qu ln (kiu nh khng gii quyt cng chng sao) > Nhng chng ta vn gii quyt > V chng ta mun phc v khch hng mt cch tt nht. Bn thn ti p dng nhng quy tc ny vo mt crisis c th trong cng vic v kt qu mang li rt kh quan. V vy ti tin rng y l mt khung x l kh tt khi gii quyt nhng crisis kiu ny. Tt nhin ty theo trng hp c th m chng ta s thm bt mt s thnh phn cho ph hp.

Gii quyt khng hong lun l mt vic lm kh, tt c nhng bc trn u km theo mt yu cu ti quan trng l khng c a ra thng tin sai lch, khng c la di khch hng. Chng ta khng th a ra thng tin v vic sn phm ca chng ta ch c 1% cht gy hi + 99% cht b dng m khng c con s chng minh thc t da trn nhng s tht c.

Antennagate v cch Apple gii quyt khng hong P3: Kt lunTrong phn 2 chng ta cng nhau rt ra c nhng bc i hp l cho vic x l mt crisis trong kinh doanh. Phn ny chng ta tip tc rt ra thm mt s kinh nghim khc thng qua cch m Apple x l crisis Antennagate ca mnh.

1. Chn thnh, th hin trch nhim v tm s thng cm phn cui ca bi ni chuyn, Steve Jobs dnh ra khong 5 pht trnh by rng Apple lun c gng ht mi kh nng phc v khch hng mt cch tt nht:

H sng to nn nhng sn phm phc v khch hng mt cch tt nht: Mac, iPhone, iPad, iPod, AppStore H m nhng ca hng Apple Store vi cht lng chm sc khch hng tt nht. V khi h gp vn , h gii quyt vn bng chnh n lc ca mnh nhm phc v khch hng ch khng theo nhng chin thut v Marketing, PR. H c gng a ra rt nhiu gii php lm cho khch hng vui lng v nu khch hng vn khng vui lng. H sn sng hon tin.

ng sai ca nhng vic ny cha tnh n, tuy nhin cch m Steve Jobs truyn ti thc s n c tri tim ca ngi dng. V cng l bi hc cho chng ta. Chng ta cn cho khch hng thy c nhng n lc ca chng ta trong tt c mi vic. Ni vi khch hng rng ai cng c nhng sai lm, chng ta cng vy (d chng ta ch phm nhng sai lm rt nh sai lm ln th chng ta chia cho nhng i tng khc ri ) V khi c vn , chng ta lun ng v pha ngi dng, tm hiu cn k vn c cch gii quyt tuyt vi nht. mc tiu cui cng l lm ngi dng hi lng nht c th. Kiu ni ny c th hiu nh: Tui cm ci phc v anh ngy m, v by gi khi tui gp vn , tui c gng hn na ch mong anh thng cm vi tui. Nhng nu anh vn khng th thng cm, ti sn sng chu thit (tr li tin) ch lm anh vui lng. Ai d c tri tim st , nghe nhng li l thng thit nh vy m khng thng cm.

2. Play with numbersC mt bi hc v vic ngi kinh doanh phi lun lun chi vi nhng con s. Cng l mt s liu thng k, nhng chng ta phi chn a ra con s no c li nht cho chng ta. V d on Steve Jobs ni v t l rt cuc gi, gi s ta c tng kt ny nh sau:

Trong 1.000.000 cuc gi, iPhone 4 rt 1075 cuc gi. Tng t, trong 1.000.000 cuc gi, iPhone 3Gs rt 1.000 cuc gi.

Nu cng b trc tip rng: Trong 1.000.000 cuc gi iPhone c 1075 cuc gi b rt. R rng s gy mt n tng y l mt con s rt nhiu i vi ngi dng (d cho thc t n khng nhiu). Thay v vy, Steve Jobs kho lo so snh iPhone 4 vi iPhone 3Gs, c mi 100 cuc gi th iPhone 4 ch rt nhiu hn iPhone 3GS Con s nghe nh nhng v c li hn rt nhiu. Lun lun ghi nh, ngi kinh doanh lun i hi phi chi vi nhng con s. Cng l mt s liu tng kt, nu chng ta ni t mt gc ny s rt khc vi nu chng ta ni t gc khc. Xem on video vui di y ca McMillan thy cch m cc Marketer chi vi nhng con s

3. Khng bao gi la di khch hngiu ny chc khng cn phi gii thch nhiu. S l thm ha nu chng ta a ra nhng thng tin khng ng s tht, ng b c cu: cy kim trong bc cng c ngy li ra. Chng ta thy tt c cc thng tin Steve Jobs a ra trong bi u rt thng thn, s liu r rng v lun c chc chn.

Trong thi i truyn thng m rng nh ngy nay, cch chng ta i mt vi crisis cng rt khc. Vi th mnh ca Apple, ti tin Steve Jobs c th chn gii php PR theo kiu dng c i qun PR lm vic vi cc knh truyn thng. Nhng Apple tha bit rng l cch x l t ngn. Ti chng kin mt cu chuyn v 2 hng xe hi cng i mt vi 1 crisis l khch hng ng lot phn nn v cht lng phc v yu km. 1 hng lm p lc ln cc knh truyn thng bt li ht nhng kin gy bt li cho h, 1 hng chn gii php xin li khch hng cng khai v a ra nhng hnh thc k lut vi nhn vin c trch nhim. V khi cng ng ngi

dng pht hin ra cc hot ng ca hng u tin, dy ln mt ln sng ty chay cn ln hn ln sng u. Trong khi vi hng th 2, ngi dng rt hoang nghnh thm ch thng cm vi nhng kh khn m hng ang phi i mt. Kt qu rt r rng. Truyn thng v internet pht trin khin cho tng ngi dng u l mt knh truyn thng, chng ta buc phi thay i cch lm PR v Marketing truyn thng. Trong thi i hin nay, dp tt crisis bng cch x l vi bo ch, truyn thng l t st. Chng ta phi hng cch gii quyt n ngi dng v media ch l mt cng c hng n ngi dng.

MY DAILY LIFE Jan 29 2010

Apple v iPad, v sao tht vng?

Vy l chic my tnh bng ca Apple chnh thc ra mt th trng sau khng bit bao nhiu n thi v n. Rt nhiu mu thit k c nhng ngi hm m Apple d on v cng rt nhiu chc nng c ngi hm m a vo. Sau n khi Apple trnh lng iPad th gp c v vn nhng li phn nn ca gii cng ngh: tht vng, khng c g t ph, thiu qu nhiu chc nng m h mong i Trong bi ny ti a ra mt gc nhn khc v sao Apple li a ra sn phm nh iPad mt sn phm lm kh nhiu ngi tht vng.

Nhng im g lm gii cng ngh tht vng v phn nn nhiu nht, khng kh c th thy hng lot phn nn nh: khng h tr a nhim, vn chy h iu hnh ca iPhone thay v l MacOS, khng c Camera, khng c khe c th nh v (vn) khng h tr Flash Vit Nam, TinhTe.com mt din n hng u v cng ngh cng c hn mt bi tng t nh vy. Trc tin chng ta thy rng vic tung ra iPad, theo ti Apple khng h c d nh tung ra mt dng my tnh bng (Tablet PC) hay thu nh chic my xch tay, hay phng to chic in thoi ra. Steve mang iPad n mt category hon ton mi vi nhng mc ch ring bit, c th. Vic ny kh khn v Apple ang mun to ra mt i dng xanh mi thay v nhy vo mt bin i dng vi hng lot i th (trong c c i th l chnh mnh) V chng ta u bit rng Apple l mt nh sn xut kh c bit, h thit k phn cng v c phn mm cho hu ht nhng sn phm ca mnh. V h c mt danh mc sn phm khng h t, server, desktop (iMac), laptop (Macbook), in thoi (iPhone), my nghe nhc (iPod), thit b h tr c nhn PDA (iPod Touch) Do v tr ca Steve Jobs, ng phi cn nhc vic ra i mt i dng xanh mi ny khng nh hng hoc tranh chp vi nhng dng sn phm hin c ca hng. Ch cn ng sai v tr mt cht, cao qu th iPad s git cht dng my Macbook bn trn mnh, hoc ng thp hn mt cht, iPad c th git cht iPod touch hoc thm ch iPhone V ti cho rng vi iPad, Steve Jobs dung ha kh tt vic ny. Chng ta lit k s qua mt s mc ch m iPad mun nh vo nhng i tng c nhu cu nh th no. Da vo nhng thng tin cng b, bi keynote ca Steve Jobs v mt s thng tin khc, ti ch quan a ra nhn nh rng mc ch ca iPad l phc v nhu cu gii tr v c bn mt s thao tc cho cng vic, gm nhng im nh sau:

c tin tc, duyt web, s dng v tng tc vi ccd dch v web Nghe nhc, xem phim. Chi game. Cn bn nhng vn cho cng vic nh son tho, trnh chiu (y l l do chnh m Apple a b iWork ln iPad).

C th cn nhiu hn, nhng ti cho ch yu l nhng mc ch trn. T y chng ta s im s qua mt s im yu b gii cng ngh ku ca. - Khng h tr a nhim: ging nh iPhone, iPad khng h tr a nhim. im ny chng ta cn xt li mc ch ca ngi s dng, v sao chng ta cn a nhim vi nhng nhu cu trn? Chng ta duyt web, xem phim, lm vic, chi game tt c u c th p ng c khi dng n nhim (v buc phi dng n nhim). Chng ta c th va duyt web va nghe nhc y l mt dng a nhim v iPad cho php iu ny nhng chc chn chng ta khng th va chi game va c tin tc c. - Khng chy HH MacOS: tng t nh trn, ti sao chng ta cn mt HH to v nng n trong khi ch cn gii quyt nhng vn cn bn nh trn. V nu iPad c MacOS, chc chn

s nh hng nghim trng n doanh s ca Macbook. y l v d v nh v cao hn mc cn thit. - Khng c camera: Chng ta cn camera nh ny lm g? Nu ch chp nhng nh snapshot lu nim, ti sao chng ta khng dng iPhone. Nu chng ta mun chp v x l nhng nh c cht lng cao hn, ti sao khng dng Macbook. Do nh v ca iPad ch n gin nh mt cun album xem v chia s hnh nh vi bn b -> iPad lm tt vic ny. - Khng c khe c th nh: tng t nh trn, chng ta cn khe c lm g, x l nh? -> dng Macbook. Lu tr hnh nh lu nim -> dng b nh trong. - Bn phm khng c g t ph: rt nhiu chuyn gia on gi n non rng iPad s c mt cng ngh mi hon ton t ph tuyt vi nhp liu trn mn hnh cm ng. Vy nu c cng ngh , th bao nhiu ngi s s dng macbook son tho vn bn na. Mt ln na, Apple khng mong mun ngi dng dng iPad thay th cho nhng cng vic chuyn mn trn Macbook. - Trnh duyt khng h tr Flash: vi tm c ca Apple v xt li ch ca c 2 cng ty Apple v Adobe, khng kh khn i n mt tha thun v pht trin h tr cho Flash trn Safari cho iPhone v iPad. Vn y theo ti l Apple c mun nh vy khng, chng ta thy Apple c Apps Store mt kho bn phn mm di ng v vic kinh doanh Apps Store mang n mt li nhun khng l cho Apple. V chng ta u bit sc mnh ca Flash lm game, lm nhng ng dng tng t nh nhng ng dng trn AppsStore, vy khi m ca cho Flash vo Safari, doanh s ca Apple vi AppsStore chc chn s b nh hng. Vi nhng im trn theo ti, ngay c vi nhng chc nng m iPad hin c cng t nhiu ln p cc sn phm hin c ca Apple. Nhng tt nhin, Apple khng th rt t hn na v nh th c th s m bo c s an ton cho cc sn phm hin c nhng s git cht chnh iPad. Tng kt li vn y l gii cng ngh thng ch ch trng n gc nhn v cng ngh. H mong mun v i hi mt sn phm hon ho c y tt c cc chc nng. V h b qun gc nhn v kinh doanh, Apple l mt cng ty kinh doanh v tha thng minh v sng sut bit mnh cn lm nhng sn phm tt n mc no l , i khi hon ho khng phi l tt.

Apple v nhng cch gi b mt sn phm n pht chtChng ta u bit v sao Apple mun gi b mt v cc sn phm ca mnh. Cn di y l cu chuyn v vic h lm nhng g m bo iPhone , iPad khng b l trc ngy ra mt. Ngay lc bn ang c bi vit ny, 150 ngn chic iPhone 5 ang c xut xng mi ngy vi hn 420 ngn cng nhn ca Foxconn tham gia cc cng on lp rp, ng gi sn phm. iu ny ng ngha vi vic mi ngy c hng trm ngn ngi tng tip xc vi chic iPhone 5 hoc mt phn linh kin ca n trong sut nhiu thng tri, hy nhn s vic gc thy rng v sao vic Apple c th gi b mt vi 1 sn phm c mong ch nh iPhone 5 sau hn 1 nm nghin cu, pht trin, sn xut dng nh khng tng nhng li l s tht.

Nhng trong sut nhiu nm qua, hu nh cha bao gi c 1 sn phm no ca Apple b l din trc ngy ra mt dng thit b hon chnh (Ngoi l: iPhone 4). Vy th thc ra Apple lm nhng g gi b mt cho cc sn phm cha ra mt ca mnh? Cu tr li c th s lm bn phi git mnh. e nt nhn vin thit k Nhng ngi u tin c nhn v c khi nim v chic iPhone th h tip theo c l l nhng nhn vin thit k ca Apple. V thit k s trng ca Apple, Jony Ive chnh l mt trong nhng ngi nh th. ng ny ni ting vi phong cch sng im lng, n dt. Trong s nhng "ngi sao" trong ban lnh o ca Apple, c l Jony Ive l mt trong s nhng Ph Ch Tch him hoi m c nhng nhn vin ca Apple cng t ngi bit mt. Mc d nm gi b phn quan trng s 1 trong cc ph ch tch ca Apple, Jony Ive rt him khi xut hin trn bo ch, v cha bao gi tr li phng vn. Thng 6 nm 2010, Jony Ive gp g cc phng vin ca BBC, ng cho h chp nh nhng t chi phng vn v ni rng mnh b Apple cm tit vic tr li phng vn.

Ngay c Steve Jobs cng trnh ni v Jony Ive khi ng ny tr li bo ch, hn nhin l gi v th "ngi v hnh" ca Ive trc cc mt bo. Cc cuc hp mt nhn vin ca Apple c din ra di s gim st cht ch ca cc nhn vin an ninh c Apple thu v, phn ln trong s l cc cu ip vin CIA, FBI. Gim c an ninh ton cu ca Apple l John Theriault tng l cu tnh bo FBI v c thi gian lm vic cho Pfizer, hng sn xut Viagra vi nhim v ngn chn hng nhi ca Viagra Trung Quc. Khi v vi Apple, cng vic ca Theriault l bo mt cho cc sn phm v thm vn nhng nhn vin c nghi vn lm l thng tin ca Apple. Cc nhn vin Apple phi k nhng cam kt bo mt thng tin cht ch ti mc khng dm ni chuyn vi c ngi thn v cng vic ca mnh Apple. Nhng ngi ri b Apple cng t ai dm h rng v ni b ca cng ty, nht l cc sn phm sp ra mt v h tha hiu Apple s truy t h nu thng tin b l. V cui cng, iu khin Apple t hiu qu trong vic gi b mt v cc sn phm i vi nhm thit k l nhm ny rt hn ch v s lng. C th kh tin nhng dng nh ch c vi ba ngi chu trch nhim thit k ton b cc sn phm ca Apple nh Macbook, iMac, iPhone, iPad Nhng ngi ny c tuyn da trn tiu ch u tin: Tnh yu i vi To Khuyt. Chnh tnh cm ny vi hng khin h lm mi vic m bo quyn li ca Apple, v trong trng hp ny, l gi b mt. Dn mt cc i tc gia cng thit b Hin ti, Apple khng c 1 nh my sn xut no trong tay. Sau cuc cch tn nhng nm cui thp nin 90 ca Tim Cook, ngi hin gi l CEO ca Apple, Apple ng ca tt c cc nh my sn xut phn cng ca mnh trn ton th gii. Hin ti tt c cc sn phm ca Apple u

thnh hnh t nhng hp ng m Apple k vi nhng OEM nh Foxconn, Hon Hai, Pegatron Trong , ng ch nht l Foxconn. Ngi ta n rng hin ti 85% sn lng iPhone 5 hin ang c lp rp cc nh my ca Foxconn, phn cn li do Pegatron m trch. V vi cc i tc ny, Apple u nm gi 1 v th rt quan trng: nm 2010, doanh thu ca Foxconn t 2,2 t USD. Phn ln trong s n t cc n hng ca Apple. V Apple ni rt rnh rt rng ch cn 1 v l cc sn phm trong qu trnh sn xut, Foxconn s mt tt c hp ng vi Apple ng thi i mt vi nhng v kin tr gi nhiu triu USD. V gi hp ng vi Apple ng thi trnh cc n pht, Foxconn p dng nhng c ch an ninh khng ch vo u c. Nm 2010, 1 nhm phng vin ca Reuters n thm nh my sn xut ca Foxconn ti khu cng nghip thnh ph Long Hoa, Trung Quc. V h cm thy chong ngp trc khu phc hp ca Foxconn c xy dng khp kn vi tng bao xung quanh bn trong l hng trm ngn cng nhn ca Foxconn ang mit mi x l cc linh kin hoc lp rp nhng chic iPhone, iPad a chng ln k hng cc nc phng Ty.

Bn trong khu lin hp ny c y khu vui chi gii tr, ngn hng, bnh vin, k tc x, nh n, bu in Ni tm li l nh my ca Foxconn trng ging nh nhng thnh ph thu nh, v nhng ai lm vic y, khng c l do (v thi gian) bc ra pha bn ngoi bc tng bao. Hng trm ngn ngi lm vic, sinh hot trong nhng "tri tp trung" nh th hn ch ti a vic giao lu thng tin vi th gii bn ngoi. Cc cng nhn ra vo khu cng nghip phi i qua ca vi d t v phi qut th. Mt cng nhn ni: "H c my d kim loi v thm ch l lc sot ngi chng ti. Nu bn ra khi ca m mang theo bt k vt g l trong ngi, h s bo cnh st". Cc phng tin ra vo Foxconn b lc sot v ngi ngi trn xe phi trnh giy chng minh i km vi qut vn tay nhn dng.

Cc nh my ca Foxconn l 1 thnh ph thu nh vi cc c s vt cht. Cc nh my ca Foxconn ni ting vi c ch an ninh cht ch, mi trng lm vic khc nghit, cng vic nng nhc v ng lng bo bt. Tt c nhng yu t trn khin hi u

nm hng chc v t t do stress din ra gy s ch ca cng lun, sau khi ngi th 11 nhy xung, Foxconn dng nn nhng li bao quanh cc ta nh cao tng hng ngi t t bng cch nhy t trn cao xung. Cc tm li gii quyt c phn no vn t st ca cng nhn v sc p cng vic nhng khng lm tnh hnh cc nh my ca Foxconn sng sa hn. Nhng v kiu nh cng nhn Foxconn t t sau khi b sp thm vn v lm mt mu th iPhone khng cn l chuyn him.

Cc linh kin ca Apple c sn xut ri rc sau em v Foxconn lp rp li vi nhau, chnh v khng c 1 nh sn xut no nm gi ton b qui trnh sn xut nn khng mt ai bit r sn phm s trng nh th no. Thm ch khi sn phm c lp rp cng tri qua nhiu cng on, cng on cui cng khi sn phm thnh hnh ch c giao cho 1 nhm rt nh v nhm ny lm vic di s gim st cht ch, khng c mang bt k thit b in t g vo ni lm vic v v c s lng nh, ch cn sn phm b l, Foxconn s iu tra ngay c ai l ngi mc li. Cui nm 2010, trc khi iPad 2 ra mt, c 1 s hng sn xut v bao cho ra nhng chic v bao cho iPad 2. V khi iPad 2 ra mt, cc v bao ny va kht vi sn phm. Foxconn v Apple vo cuc, khng th c s trng hp ngu nhin trong trng hp ny, nht nh phi c "ni gin". Kt qu ca cuc iu tra l 3 cng nhn b truy t, sau b kt lun c ti vo thng 3 nm 2011. V vic c gi kn cho ti tn gn y.

Li ngn t t Foxconn. Chnh v cc linh kin c sn xut ri rc t nhiu nh thu khc nhau, Apple c nhiu i tc sn xut. V cc i tc ny thng b Apple "p st" khi thng bo h c chn sn xut linh kin cho iPhone, iPad, iPod th h mi. Mt lnh o giu tn ca hng sn xut tng cung cp linh kin cho Apple ni "Thng th h gi chng ti n v trnh by nhng g h mun. H cho chng ti 1 vi la chn, chng ti cho h xem sn phm ca mnh. V h chn la rt k trc khi quyt nh, thng chuyn ny din ra ch vi tun trc khi sn phm ra mt". Apple cng khin cc nh sn xut linh kin in u khi lin tc c nhng i hi rt "kh chiu". Thay v s dng cc linh kin tin ch vi kch thc, hnh dng c nh, Apple thng yu cu cc linh kin theo thit k ring ca mnh. iu ny khin cc nh sn xut gp nhiu kh khn v phi chnh sa dy chuyn v nu c sn phm tn kho m Apple khng nhn th nhng sn phm s phi vt i v khng th s dng li c.

Nhm phng vin Reuters m ti cp trn n 1 nh my ca Foxconn, ng ngoi ng chp nh v lp tc b cc nhn vin bo v ca Foxconn xp ti tn cng, bt h ln xe. V vic ch kt thc khi 1 nh bo gi cnh st. V cnh st ha gii v vic v gii thch vi phng vin rng "Anh c quyn chp nh. Nhng xin anh hy hiu cho v y l Foxconn v h rt c th lc thnh ph ny". Cu chuyn ca cc bn pht trin phn mm C 1 thc t nh th ny, khi chic iPad 1 ra mt, trn AppStore c sn khong 500 ng dng dnh ring cho thit b ny, hu ht trong s l ca cc lp trnh vin c lp ch khng phi ca Apple. ng dng l 1 trong nhng iu khuyn khch ngi s dng mua sn phm. S rt kh thuyt phc ngi ta mua iPad nu ngay thi im ra mt, cc ng dng quan trng khng hot ng c, ch i qu trnh pht trin cc ng dng ny s mt hng tun, thm ch l lu hn na. Vy cu hi l lm sao cc lp trnh vin ny c th sn xut ng dng nu khng c nhn thy trc thit b? Cu tr li l h c nhn thy trc thit b sp ra mt, thm ch cn c lm vic vi chng. Tt nhin l vi nhng iu kin rt kht khe.

1 lp trnh vin, tc gi ca 1 ng dng rt ni ting trn iPad tm s rng anh ta l ngi c Apple chn pht trin ng dng ca mnh trn iPad trc khi sn phm ny ra mt. i km vi l cu chuyn v nhng chic iPad u tin khi n tay cc lp trnh vin. "C l ti l ngi th 6 cm c chic iPad trn tay. Chng ti nhn c 2 chic, iu kin l phi c 1 cn phng khng ca s v h n thay kha ca ca chng ti. Ti v 3 lp trnh vin khc l nhng ngi duy nht c ra vo cn phng . Apple i hi tn v s CMT ca nhng ngi ra vo. Apple i khoan 1 l trn bn v dng kha, xch chic iPad vo . H s dng loi kha dy xe p. Thm ch chic iPad m chng ti nhn c cn b ng trong 1 ci khung to ng nn chng ti cng ch bit n trng nh th no ngoi tr 1 mn hnh rt ln. Chng ti c th cm n vo my tnh, tng tc vi mn hnh, tuy nhin khng th xem hnh dng ca n. Sau h chp nh c mt bn nu c bc nh chp thit b no l ra, h s bit ngay bc nh t u. Ti khng c ni cho sp ca mnh, khng c ni cho v, khng c tr chuyn vi bt c 1 ai v vic chng ti ang lm." V y l hnh nh ca chic iPad u tin m cc lp trnh vin nhn c.

B "ng thng" kiu ny ai nhn ra y l iPad? Cui cng, Apple khng h ngi ngn trong vic "s gy" cc blogger hoc tp ch thng tin v vic tit l thng tin mt v cc sn phm sp ra mt ca hng. Gizmodo, trang web tng mua li chic iPhone 4 b l sut b truy t v hnh ng ny. Tuy nhin khi i mt vi bo ch, bn chu thit hi li thng l Apple. Nm 2007 khi Apple kin 1 s Blogger v vic tit l thng tin ca d n Asteroid ca mnh. V kin cui cng kt thc vi phn thng nghing v cnh nh bo v Apple phi tr 700 ngn USD tin bi thng cho b n. Kt Apple lm rt nhiu m bo b mt cho cc sn phm sp ra mt ca mnh. V cng sc y c b p xng ng, hu ht cc sn phm ca Apple c bo m b mt n tn lc chng c tung ra th trng. V iPhone 5 c l cng nm trong s . n tn thi im hin ti, tt c nhng g chng ta c ch l mt m nhng tin n tht thit v v gi tr trong khi chic smartphone th h tip theo ca Apple vn bit tm bit tch. Ni chung cng, dng nh tt c mi ngi u t ra qu mt mi vi thi gian ch i di bt thng. Tt c cc "my sn xut tin n" hu ht u ch hot ng tt sau 1 nm sn phm th h trc ra mt v c my y dng nh c nhng s trc trc nht nh khi tung ra nhng tin n thiu cn c thi gian gn y. Cn bn th sao? Bn c cm thy mt mi vi s p m ca Apple v vng xoay n on quanh sn phm ca hng ny? Hy chia s cm ngh ca bn trong phn comment di y.

Apple biu tng hng in t gi cao mt thi nhng nm gn y cng nhy vo cuc chin gi c vi cc hng i th. Bn hon ton c th mua c mt chic iPhone 4S smartphone mi nht ca Apple, nu bn sn sng xp hng ch i, chi ra t nht 199 USD v cam kt s dng hp ng dch v khng dy 2 nm vi n v cung cp. Nu khng mun xp hng, bn c th mua nhng chic smartphone mi nht t i th ca Apple, c iu bn s phi tr nhiu tin hn. Vi 300 USD v sn sng k mt hp ng hai nm, ngi yu cng ngh c th chn mua mt chic Droid Bionic ca Motorola t nh mng Verizon, hoc mua mt chic Samsung Galaxy SII gi 230 USD hay HTC Amaze 4G gi 260 USD t nh mng T-Mobile. Chin lc gi hin nay ca Apple qu l s thay i ln so vi nhng nm 1990. thi im , ngi tiu dng coi Apple l hng chuyn sn xut nhng thit b cng ngh le lot ch trang tr m gi th qu t, v dng my Macintosh chng th no cnh tranh ni vi nhng chic my tnh c nhn chy Windows c mc gi r hn nhiu. Nhng gn y, Apple li tn dng quy m sn xut v nng lc hu cn khng ngng tng cao ca mnh cung cp sn phm vi mc gi cnh tranh hn, i li, Apple c nhiu sc nh hng hn i vi gi c ton ngnh. Cc sn phm sng to ca Apple bao gm iPhone, iPad v notebook siu mng MacBook Air chnh l nhng ngi hng gip cng ty hi sinh di thi gim c iu hnh Steven Paul Jobs. Nhng cc chuyn gia phn tch v cc gim c trong ngnh li cho rng chin lc gi ca Apple cng l mt phn khng th khng nhc ti trong vic gip Apple tm c mt lng ln khn gi cho nhng sn phm ca hng. Ch tng 1 tun sau khi ra mt, iPhone 4S t mc doanh s hn 4 triu chic. Ngi dng vn c th tm thy nhng la chn thay th t t hn cho sn phm ca Apple, vi thit k t c sc tinh t hn. Trong dng sn phm cao cp, ni Apple ang thng tr, cc thit b tng t nh phi c bn cng mc gi hoc ch r hn mt cht. Stewart Alsop, chuyn gia u c ti San Francisco ni: Chng khng r, nhng ti ngh mi ngi cng khng cn cho rng l sn phm t tin na. Gi ca dng notebook siu mng chnh l v d in hnh v chin lc gi ca Apple.Mc d c rt nhiu laptop c gi r hn, MacBook Air ca Apple vn l chic my tnh c ngi dng tm kim nhiu nht trong dng notebook mng v nh. Mc gi ban u ca MacBook Air l 999 USD cho mu sn phm mn hnh 11. Ngy 11/10, Asus hng sn xut my tnh ca i Loan p tr MacBook Air bng mt sn phm bng mt s dng h iu hnh Windows. Nhng Asus cng chng th bn r hn Apple. Asus cng t gi bn ban u l 999 USD. Notebook Series 9 siu mng ca Samsung vi tnh nng kh cnh tranh c gi 1.049 USD. Tuy vy, trong thng ny, hng sn xut my tnh Acer ra mt notebook Aspire S series vi mn hnh ln hn v mc gi r hn hn 899 USD.

Phin bn MacBook Air u tin ra mt t u nm 2008, vi mc gi ln ti 1.799 USD cho mt mu my 13. Mt nm trc, Apple tn trang li chic notebook ny, khin n trng mng hn, nh hn v gim mc gi ban u xung cn 999 USD i vi bn 11 v 1.299 USD i vi bn 13. Jean-Louis Gasse, mt chuyn gia u c ng thi tng l iu hnh vin ca Apple, cho rng mi ngi u v cng ngc nhin trc mc gi thp hn hn m Apple a ra cho MacBook Air phin bn mi. Mc gi cnh tranh cho thy Apple c kh nng tn dng quy m sn xut ngy mt tng ct gim cc khon chi ph ln trong sn xut. Apple sn sng tn dng ngun qu khng l ca mnh 82 t USD tin mt v chng khon chi mt vn bi ln: tri chn cc n v cung ng b phn thit b trong nhiu nm lin, ging nh hnh ng hi nm 2005 khi hng ny k tha thun 1,25 t USD trong 5 nm vi cc nh sn xut bo mt chp b nh chp cho iPod v cc thit b khc ca hng. Bng cch mua trc ton b nng lc sn xut, Apple buc cc i th phi u ln nhau, tranh ginh nhng b phn vn d vn c sn, khin chi ph sn phm ca h b i ln. Apple l n v mua chip b nh chp ln nht th gii, theo mt nghin cu gn y ca cng ty iSuppli. ng Gasse cho rng quyt nh gi ca Apple i vi MacBook Air chng t rng cch thc qun l ngun cung ng ca Apple tr thnh v kh chin lc. Mt v d khc l mc gi khi im 499 USD m Apple t cho iPad 2, khi thit b ny ra mt u nm ngoi, thp hn hng trm USD so vi d bo ca nhiu chuyn gia. Trong mt thi gian, cc i th ln nht ca Apple khng th no t gi my tnh bng ca hng mnh thp hn iPad. Khi chic tablet Xoom ca Motorola Mobility Holding c tung ra th trng hi thng 2, mc gi thp nht cho mt chic tablet ny, cha k tin hp ng dch v khng dy, l 800 USD. Mt thi gian sau, Motorola tung ra mt phin bn mi vi b nh ln hn chic iPad i mi nht vi mc gi 599 USD. Sau nhng kt qu doanh s ng tht vng, cc i th chnh ca Apple gi y c th h gi sn phm so vi iPad, d khng c g phng php ca h cng cha chc duy tr c lu di. Motorola va mi thng bo k hoch cho bn tablet Xoom vi gi 379 USD ti cc ca hng Best Buys trong mt khong thi gian. HP sau khi vut mt mc tiu doanh s, cng b k hoch ngng sn xut dng tablet TouchPad, v h gi mu sn phm r nht xung mc bn tng bn tho 99 USD. Thch thc ng k nht i vi iPad c l n t chic tablet 199 USD Kindle Fire ca Amazon, s bt u vo th trng t thng 11. Trong khi cc chuyn gia phn tch tin rng Amazon s b l trn mi sn phm bn ra, k hoch ca hng bn l trc tuyn ny li l s dng Kindle Fire khuyn khch khch hng mua cc sn phm dch v khc ca hng, v d nh sch in t. Toni Sacconaghi, mt chuyn gia phn tch ti Sanford C. Bernstein & Company, ni rng gi ca mt chic iPad phn nh thay i t duy ti Apple k t ln gii thiu iPhone u tin nm 2007 chic iPhone lc c gi 599 USD. qu l mt mc gi kh sc dnh cho mt chic

in thoi ti th trng M, ni ngi tiu dng qu quen thuc vi nhng chic in thoi gi r, c cc nh mng tr gi v i li l mt hp ng cam kt s dng dch v khng dy lu di. Ch vi thng sau khi sn phm c bn ra th trng, Apple gim gi n 200 USD cho mt chic in thoi iPhone lc ny ch cn 399 USD/chic. Mt s thay i ng ngc nhin hn l nm 2008, chic in thoi phin bn mi iPhone 3G, c Apple bn vi gi ch c 199 USD, sau khi hng ny chp thun s tr gi ca cc i tc dch v mng. Cc hng dch v mng tr cho Apple s tin khng nh cho nhng chic iPhone mi nht (khong 600 USD/chic theo c tnh ca cc chuyn gia), vi mc ch thu li nhun bng cch tri buc khch hng vo cc hp ng mng khng dy. ng Sacconaghi cho rng chnh mc gi ca chic iPhone gc cng tha thun cho hng AT&T phn phi c quyn ti M mt thi to iu kin cho Google v cc i tc sn xut in thoi di ng chim lnh th trng vi nhng chic smartphone chy Android. Trong khi vic kinh doanh iPhone ca Apple ang ln mnh, th cc thit b cm tay chy Android chim n 43,4% th trng smartphone ton th gii trong qu 2 nm nay, cn th phn ca Apple l 18,2% - theo c tnh ca cng ty nghin cu Gartner. Hin nay nhiu nh mng ang cung cp min ph nhng chic in thoi di ng i c chy h iu hnh Android cho khch hng nu h cam kt lm hp ng 2 nm. V gi y, ngay c Apple cng lao vo cuc chi : Khi cng b phin bn iPhone mi nht trong thng ny, Apple cho bit chic iPhone 3GS 2 nm tui s c pht min ph cho cc khch hng k hp ng dch v 2 nm vi nh mng.

vo thng 1, gim c iu hnh ca hng Apple, Steve Jobs li ng trn sn khu trung tm Moscone ti San Francisco gii thiu sn phm sp ra mt ca Apple, y c coi l mn cng b sn phm quan trng nht ti hi ch MacWorld. Tin n v sn phm mi m Apple sp ra mt th trn lan t my tun trc trong gii ph bnh ngnh cng ngh, cng nh cng ng nhng ngi yu thch sn phm ca Apple. Apple l in hnh cho nhng cng ty lun gi kn k hoch tung ra sn phm mi ca mnh. Apple gi kn mi thng tin v sn phm cho ti khi tng gim c Jobs cng b v chng mt cch rt honh trng ti nhng s kin ln hoc nhng bui ra mt hp tc lm n c b. Trong rt nhiu ln nh th, thng thng ngy m Job cng b sn phm cng l ngy cc sn phm ca Apple sn sng c mt trn th trng. Nhng khng phi cng ty no cng th. Nh Microsoft chng hn, cng ty ny cng cng b nhng miu t k thut v cc sn phm ca mnh, nhng phi sau hng thng thm ch hng nm th sn phm ny mi ra i. Xt t hai v d trn, th cch thc ra mt sn phm no mi l tt nht? Vic ny ph thuc vo loi sn phm, vo cng ty v vo v tr ca cng ty trn th trng, nhng chuyn gia ti trng i hc Wharton (Pennsylvania, U.S.) cho bit. y khng phi l mt trng hp c th d dng xc nh. Khi mt cng ty cng b trc v sn phm ca mnh, cng ty cho i th bit h sp phi cnh tranh vi kiu sn phm nh th no. Nu nh l mt cng ty c quyn thng tr mt th trng sn phm chuyn bit th cng ty c y l do sm gii thiu sn phm ca mnh ra cng chng, n gin l h khng phi s s cnh tranh t pha nhng cng ty khc. Nhng nu cng ty c nhiu i th ngang sc trn th trng th vic cng b sm sn phm s sinh ra nhiu nhc im hn l u im. Song vn cn nhng bin s khc cn tnh ti nh lng ngi quan tm v vic cng b sn phm (ni cch khc l k vng ca cng chng), s ph thuc vo i tc lm n ca cng ty cng nh thi gian khch hng s hu sn phm. Do cch tt nht l phi da trn phn loi sn phm bit r c loi sn phm no mi nn cng b sm. Nu l mt sn phm c th tn ti trong thi gian di (khong vi nm) th vic cng b sm sn phm l hp l, v thi gian khch hng mua sn phm ny cng di hn. Nhng trng hp l mt sn phm d dng b thay th bi nhng sn phm khc th k hoch sn xut sn phm ny phi lun c gi kn. Nh nhng sn phm c bn cao vy, chng thng t hn, v cng nhiu ngi mua hn, do cng thng c gii thiu ra cng chng t rt sm. Ly mt v d in hnh: Hng Sony cng b v sn phm PlayStation 3 t rt sm trc khi hng ny tung ra sn phm, n gin v hng ny cn mt nhm nhng i tc xp hng ch sn phm ra, trong bao gm nhng nh pht trin phn mm to tr chi cho PlayStation3 v c nhng hng bn l phn phi p ng nhu cu ca mt lng ln khch hng. V d nhin l Sony cng mun nhng ngi ch ca PlayStation 2 phi ch i cho k c chic PlayStation 3 i mi. Hng Sony a khch hng ca mnh vo trng v khch hng th ch tm n chic

PlayStation trong thi gian t khi cng b s c sn phm ti khi chic PlayStation mi cng ra mt m thi. Xt li th qu l vic cng b sm sn phm vn thng l chiu thc ca nhng cng ty ng u cc ngnh sn xut. Qu tht, nhng cng ty cng b sm v sn phm ca mnh, cng chnh l nhng cng ty tin phong trong ngnh v l ch ca nhng c phiu bluechip. Nhng cng ty ny thng qua vic cng b sm sn phm ca mnh m t ra hng i mi cho c ngnh cng nghip, thu ht s tr gip t nhiu pha cho nhng tng mi m v thc y nhng k hoch pht trin sn xut ti cc cng ty khc trong tng lai. Kt qu t c t nhng v cng b sm

Nghin cu ca Schatzel-Calantone vch ra 8 thuyt gii thch v kt qu s t c i vi vn qung co sn phm v d bo th trng thng qua nhng v cng b sm sn phm. Mt trong tm thuyt l: Vic cng b sm sn phm s to ra mt vng tun hon m trong cng ty c th vch ra dn v k hoch ca mnh cho nhng nh cung cp, nhng nh phn phi, i tc lm n v c khch hng, t xy dng nn nhng k vng, d on, thc y c phiu tng trng da trn thng hiu ca cng ty, gia tng thm ngn qu u t vo sn phm. Nh mt v d v xe MiniCooper ca BMW chng hn. Sau khi cng b sm v chic xe ny th s k vng ca th trng tng ln rt nhanh chng v nhng hng bun ca BMW th nhn c cc khon t cc mua trc kch s t nhng khch hng tng lai, nhng ngi mun s hu chic xe k c cha nhn thy n. Vic ny xy ra thm ch rt nhiu thng trc khi chic MiniCooper tht s ra mt.

Tuy vy, vic cng b sm sn phm cha chc s mang li thnh cng. Nhng v cng b ch l mt cng c trong ton b chin lc qung co gii thiu sn phm m thi (chin lc marketing) v hn na cng c ny li phi i i vi nhng mi quan h cng chng ca cng ty. Nhng v cng b sm sn phm, do , s c lan truyn v qung co trn bo ch hon ton min ph, v chng c coi nh mt kiu tin tc, trong khi thc cht li qung co cho sn phm mi ca mt cng ty. Lm ng bng i th cnh tranh

Trong hai v d ban u v Apple cng b sn phm iPhone ca mnh vo ngy 29 thng 6 v Microsoft cng b sn phm My tnh cm ng b mt (Surface Computing) vi mt bn l mt mn hnh cm ng nhit vo ngy 29 thng 5, th c hai v d ny c mt im chung rt ng ch l hai hng u ang bt chc mt im g ca hng kia. V pha nh sn xut chic iPhone, Apple gn y li cng b sm nhiu sn phm hn trc mt chin lc rt him thy ca h, trong khi Microsoft, tp on vn hay qung co v cng ngh mi rt sm, th nay ang gia tng bo mt cho nhng sn phm ca mnh. Ngi ta nhn ra rng Apple thng bo v sn phm iPhone, sn phm a hng ny gia nhp vo th trng ca nhng chic in thoi vi tnh nng thng minh, v Apple thc hin cng b tin tc v iPhone sm tn 6 thng trc khi sn phm thc s ra mt. Apple qu thc mun cho tt c nhng ai ang n o chun b mua mt chic in thoi mi trong vng my thng ti, bit rng h nn i ti khi chic iPhone c bn ra trn th trng. Cng ty ny thc hin chin lc lm ng bng th trng v do chin lc cng b sn phm sm ca h tr nn hp l. Kh nhiu khch hng l nhng ngi rt st sng mun mua 1 sn phm mi. Nhng cng ty, do , to ra mt cam kt vi khch hng trong chnh suy ngh ca khch hng rng h sp

c mua mt sn phm mi. Nh bng vic cng b v sn phm vo thng 1 th Apple thu ht c nhng khch hng kiu trn ch i sn phm iPhone. Mt ngi bn ca ti lm mt chic Treo (chic in thoi di ng vi tnh nng thng minh ca hng Palm). Anh ta thay v mua mt chic mi, li ang s dng mt chic in thoi c v n gin anh ta bit rng sp c chic iPhone v anh ta c th mua n. Theo truyn thng, Apple thng gi kn mi thng tin v k hoch trnh lng sn phm ca mnh v khng l ra mt s h no cho ti khi tng gim c Steve Jobs cm thy n thi im ph hp cng b sn phm v thi im thng l nhng s kin hoc nhng hi ngh quan trng ca hng. Chic iPod chng hn, n c cng b rt bt ng vo nm 2003 v sau tr thnh mt cn st, mt v lm n cc k thnh cng ca Apple. Chnh s thnh cng ca nhng sn phm i u nh iPod khin Apple phi gim tnh bo mt i i vi cc k hoch lin quan ti iPhone. V nu nh mt cng ty lun c nhng sn phm dn u trong ngnh th cng ty cng nn cng b trc sn phm gim kh nng cc cng ty khc cng ngnh tranh ginh th phn hay bt chc sn phm vi cng ty mnh. Song lm nh vy th cng s c t cng ty hn s da vo vic cng b m loi b i sn phm ca mnh. Gi nh iPod khng em n mt thng v thnh cng th c l iPhone cng c tung ra theo cch khc b mt hn. Nhng Apple qu l cn cng b sn phm sm hn tht. V nu Apple mun chic iPhone tr thnh v lm n ngon ngh th hng ny cn cn ti s tr gip ca rt nhiu bn hng. Chic iPhone trc ht phi t c s chp thun ca y ban Vin thng Lin bang; ri n cn cn ti mt bng truyn khng dy t pha i tc nh AT&T chng hn; cc nh cung cp v sn xut cng phi xp hng di c th sn xut ra sn phm ny v nhng ph tng km theo. Nhng sn phm cn ti s h tr t cc i tc ca cng ty cng tng c cng b t rt sm trc khi ra mt, nh phn mm qun l Vista ca Microsoft c cng b hng nm trc khi ra mt sn phm; nh Microsoft c th ku gi nhng nh cung cp phn mm, nhng hng bn l v nhng nh sn xut PC cng gp sc a n thnh cng cho sn phm. Nhng sn phm c cng b sm thng l nhng sn phm nn m t nhng sn phm khc v cc thit b b tr c sn xut theo, ging nh Vista ca Microsoft k trn v AIR sp ra ca hng Adobe chng hn. Thc ra, tng gim c kim gim c sn xut ca h thng Adobe, Shantanu Narayen cng nhn mnh tm quan trng ca vic li ko cng ng nhng nh sn xut khc tham gia vo vic cung cp cc thit b hoc cc sn phm h tr cho sn phm ca hng trc khi sn phm ny c chnh thc tung ra trn th trng. Minh bch ha k hoch sn xut sn phm s cho php cng ty c c nhng sn phm b tr t pha nhng nh sn xut khc, v t sn phm ti tay khch hng s l mt sn phm hon thin hn hn. Ngoi ra hng Adobe cn a ln bn dng th AIR t thu thp kin ca cc khch hng. Nhng Narayen cng nhn mnh rng vic cng b sn phm sm cng l mt con dao hai li. Khi chng ti cng b sm sn phm ca mnh, i khi mi ngi li c xu hng dng khng mua hng na bi v h thc l sn phm mi sp ra ri. Do cn phi c s cn bng trong vic cng b sn phm. Nhn li th c l cng b sn phm 9 thng trc k hoch nh ra s l

mt v ra mt qu sm, ging nh trng hp chng ti thng bo sn phm Creative Suite s c mt trn th trng vo qu II chng hn. V phn mnh, hng Apple c l ang t to ra mt cch thc ring hn hp c hai phng php cng b sn phm ni trn (cng b t rt lu trc khi sn phm ra mt v cng b trc khi sn phm c tung ra c vi ngy ). Hng ny cng lc cng b sm sn phm, nhng ngoi ra cng to ra nhng c n bng vic gi b mt v sn phm cho ti pht cui cng. Trong khi hng ny cng b sn phm iPhone vo thng 1 th rt t ngi ngoi hng tng nhn thy sn phm hot ng. V cng b sn phm qu l mt v kch di! Microsoft, vn l tay non trong vn cng b sn phm tht tt trc khi cho ra mt, th nay ang c nhng cch thc ra mt rt khc nhau ph hp vi mi loi th trng mt. Vi nhng sn phm m cng ty mun a vo mt th trng mi nh sn phm my chi nhc Zune chng hn, th cng ty phi bo mt rt chc chn do cng ty nhn nh mnh cha c ch ng thng tr trong th trng ny. Trc khi cng b v sn phm my tnh cm ng b mt, sn phm c thit k dnh cho khch sn, qun bar, th Microsoft cng gi b mt. Trong nhng th trng m cng ty ny gi v tr km hn so vi nhiu hng khc nh th trng thit b mi trng, hay qung co trn mng th cng ty ny cng thng gi b mt v cc k hoch ca mnh. Nhng sn phm my tnh cm ng b mt li khc hn. Microsoft trong trng hp ny ng vai tr nh mt cng ty khi nghip. Hng khng phi cng b sm sn phm ny l v y cha phi l mt th trng ln no c, v do cng khng c i th cnh tranh r rng no ht. Khi Microsoft cng b v sn phm My tnh cm ng b mt, tng gim c Steve Ballmer nhn ra rng c c mt th trng rng ln c l cn mt thi gian nht nh. H pht hin ra mt trin vng cho tng lai khi m loi my tnh cm ng b mt ny trn lan khp ni, t mt bn cho ti v tr i din nhng chic gng ngoi hnh lang. Chic my tnh ny mi l bc i u tin ti tng lai m thi. Tuy nhin, cng c nhng nhn nh t pha cc gio s cho rng khng nht thit phi gi b mt v nhng loi sn phm mi. Thc ra vic cng b nhng cng ngh mi c ngha to ra tm l sn sng cho nhng khch hng c th mua cc sn phm cng ngh mi ny. Ngi ta cho rng: tng mi thng cn c cng b sm. Nhng liu iu g c th gy ra tht bi bt k cc loi hnh cng b sn phm sm hay mun. Khng mt bin php marketing no c th m bo thnh cng nu nh sn phm mi khng c nh mong i ca khch hng hoc phi sn phm ny phi i mt c vi nhng sn phm cnh tranh rt mnh ca cc hng khc. Trong trng hp ca Apple, nhng i th sn xut in thoi khc nh HTC v Samsung, cng c loi sn phm in thoi cm ng mn hnh nh iPhone. Mt ri ro na l vic cng b mt sn phm mi s khin lng khch hng ang mua sn phm hin thi ca cng ty ngng mua hng ch sn phm mi. V d nh vic ra i chic iPhone cng lm gim i phn no lng tiu th iPod.

Song vn c nhng chuyn gia cho rng chic iPhone rt c o v hon ton khng phi trc tip cnh tranh vi nhng sn phm in thoi di ng khc. Qu tht nu bn ang c mt danh mc cc loi sn phm hon ton mi, hy cng b sn phm ny tht sm c c v tr tin phong trong th trng mi m dnh cho loi sn phm ny. Nhng chuyn gia ca trng i hc Wharton th cho rng mt trong nhng ri ro ln nht khi cng b sn phm l s k vng qu cao ca th trng. Khi Apple thng bo v chic iPhone th k vng v sn phm ny tng n mc chng mt. Ngi ta d on rng hng Apple s bn c 45 triu chic iPhone vo nm 2009, mc d Apple cha d nh t c lng bn nh th. Hng ny ch khng nh trong bui hi ngh ca cng ty vo thng 1 va qua l hng c tnh s bn c 10 triu chic iPhone trong nm 2008. Cng lc , cc nh phn tch cng e s rng k vng cao c th l mt chng ngi vt i vi vic ra mt sn phm iPhone trn th trng. Sai lm ln nht m cc cng ty mc phi chnh l khi h nh gi qu cao hoc qu thp lng tiu th sn phm ca mnh. C rt nhiu li bnh lun t bn ngoi v s lng tiu th sn phm c th t c ca cng ty. Nu nh cng ty c lng s sn phm tiu th ca mnh qu cao so vi con s thc t, th vic tung ra sn phm ny s b coi l mt v lm n tht bi. V do s c rt nhiu li ph bnh ch trch sn phm ny t pha cc i th cnh tranh. Thc ra, ngay nh hng Palm cng b nhiu nh phn tch th trng xoi mi, khi vo ngy 29 thng 5, hng ny tung ra sn phm my tnh siu mng Foleo, i km vi th h in thoi di ng thng minh, nh chic Treo ca hng ny chng hn. Trong khi hng c gng gi b mt v sn phm, th gim c hng Palm, Jeff Hawkins l ra cht t gi rng s c mt cuc cng b v sn phm rt ln. V qu tht vo ngy 29 thng 5 cng ty cng b sn phm ng thi ch ra rng sn phm ny s m ra mt danh mc mi cc thit b b tr cho in thoi di ng. Cng b ny khin ngi ta k vng cao v sn phm. Nhng khi thit b Foleo c tung ra vo ngy 30 thng 5, th phn ng ca rt nhiu nh phn tch trong ngnh li rt hng h. Thm ch nh phn tch Todd Kort cn cho rng y l v ra mt sn phm ng tht vng nht trong nm 2007. Trong khi Jonathan Hoopes, mt nh phn tch ca cng ty ThinkEquity, t bi hn khi vit rng: Sn phm Foleo xut hin sm hn thi ca n khong 2 n 3 nm. Chuyn gia ca trng Wharton cho rng vic to ra nhng c n l rt tuyt nhng nu cng b sn phm sai thi gian th khng th tt bng vic cng b n chm hn. Trong trng hp ca Palm, th c l uy tn ln ca Hawkins rng hng Palm thng to ra nhng sn phm cng ngh y sng to, lm trm trng tnh hnh. Hawkins tng to ra hai loi sn phm hon ton mi m i vi th trng l chic PalmPilot v chic Treo. Mi ngi do k vng rng cng ty s cho ra mt sn phm th ba cng y tnh sng to nh hai sn phm trn. Song mt chic my tnh xch tay thng minh nh gn l Foleo khng sc p ng nhng k vng . Kt li, theo ng nhng nhn nh ca cc chuyn gia ti Wharton, bi hc ln nht dnh cho cc cng ty l sn phm chnh bn thn n mi l vn c bn hn rt nhiu nhng chin dch marketing honh trng hay nh ho quang ban u ngi ta ph ln n. Nh vic cng b sn phm Windows 95 ca Microsoft, ng o ngi tiu dng coi l mt thnh cng rt ln.

Song phn mm Vista li khng c cho l nh vy k c nh chin dch marketing cho hai sn phm ny ging ht nhau. Sn phm c nh gi l khng hn g my so vi Windows XP hin hnh. Vn thc t y qu khng nm trong chin dch marketing nh th no m li c quyt nh sn phm. Nu sn phm khng c nh k vng th k c chin lc marketing tuyt ho cng s khng gip c g.