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  • 1. GVHD: TNG TH BCH HNGLP:NHM 8

2. CC CHIN LC CNH TRANH DNH CHO CC N V KINHDOANH THEO V TR TH PHN TRN TH TRNG 3. I.Cc chin lc kinh doanh dnh cho cc n v dn u th trng n v kinh doanh dn u th trng l n v kinh doanhc th phn ln nht thng dn u cc i th cnh tranhtrong ngnh v vic gii thiu sn phm, thay i gi, phttrin mng li bn hng, thc hin xc tin bn hng rng ri.Cc chin lc thc hin: Chin lc m rng tng nhu cu th trng Chin lc bo v th phn Chin lc m rng th phn 4. 1. Chin lc m rng tng nhu cu th trnga. Khi nim:Chin lc m rng tng nhu cu th trng l chinlc khai thc ti a kh nng tiu th sn phm cacc i tng khch hng trong tng thi k nhmlun chim c th phn ln nht trn phn khc thtrng mc tiu. 5. b. Nguyn nhn hnh thnh n v kinh doanh c ngun lc ln mnh Mt s khch hng cha bit n sn phm Sn phm cha ph hp vi mt s khch hng vgi c Pht hin cng dng mi ca sn phm 6. c. Bin php thc hin: Tm kim khu vc a l mi bn hngTm kim khu vc m n v kinh doanh cha bn sn phm (vng lnh th khc, quc gia khc)M rng tng nhu cu th trng, tng doanh s li nhunv th phnV d:C ph Trung Nguyn khi lm ch th trng trong nccng ty cng tch cc tm cch vn ra th trng ncngoi. 7. c. Bin php thc hin Tm kim khch hng miKhch hng mi bao gm: ngi cha bit n sn phm, khng mua vgi c khng ph hp hoc do sn phm ch ph hp vi mong mun,khch hng khng nm trong nhm khch hng mc tiu ban u.V d:Cng ty Johnson &Johnson chuyn sn xut du gi dnh cho tr ssinh nhn thy rng nhng thnh vin khc trong gia nh i khi cngdng du gi ca tr s sinh s dng. Ban lnh o quyt nh mchin dch qung co nhm vo ngi ln . Sau 1 thi gian ngn dugi u ca Johnson & Johnson tr thnh 1 nhn hiu hng u trton b th trng. 8. c. Bin php thc hin: Pht trin cng c miTh trng c th m rng nh pht hin v qung co cho nhngcng dng mi ca sn phm thay v mt hay ch mt vi cng dngban u.V d:Ngi M thuc tng lp trung lu thng n sng bng ng cc baln mt tun . Ngi sn xut ng cc c th y mnh vic n ngcc cho nhng ba n khc trong ngy cho nn mt s ng cc c lm thnh bnh snack tng tn sut s dng. 9. c. Bin php thc hin: Khuyn khch s dng sn phm nhiu hn: m rng th trng cc nh qun tr cn tm ch thuytphc khch hng s dng sn phm nhiu hn trong tng thik hoc khi c c hi.V d:PS thc hin chng trnh hng dn cch chm sc rngming ng cch nh l nh rng t nht hai ln mi ngy thuyt phc khch hng s dng sn phm nhiu hn. 10. 2. Chin lc bo v th phna. Khi nim:L chin lc thng xuyn bo v th phn hin ti ca cng ty chng li cc cuc tin cng ca i th cnh tranh. 11. b. Nguyn nhn hnh thnh Nhng n v kinh doanh chim v tr dn u thtrng lun gp s e do ca cc i th cnh tranh,nht l nhng n v gi v tr thch thc. Cc n v kinh doanh tuy dn u th trng nhngvn c nhng im yu nht nh. u t dn tri qu nhiu n v kinh doanh v khngth gi c v tr dn u tt c cc n v kinh doanh. 12. c. M hnh phng th Ty tnh hung cc nh qun tr c th thc hincc bin php sau: Chnh n qu trnh hot ng tit kim chi pht c c s nh gi thp hn so vi i th cnhtranh a dng ha nhn hiu sn phm khch hng cnhiu la chn i mi lin tc hin i ha nhn hiu lm chosn phm c c trng mi, cht lng cao, gia tngli ch cho khch hng. 13. c. M hnh phng thPhng th bn sn Mun bo v v tr cc n v kinh doanh phi kim sot chtch cc im yu ca mnh bo v nhng ch c th b tncng. Cc nh qun tr khng c bng lng vi nhng g hin clun phn tch tnh hnh ni b so vi i th cnh tranh chnchnh kp thi nhm ngn chn cc cuc tn cng.V d:Ca hng thc phm Jewel l 1 ca hng ni ting Chicago,doanh nghip nhn thy ang b cc siu th khc tn cng bngcch pht trin chng loi thc n nhanh vi nhiu ng likhuyn mi. Jewel t chc cc ca hng ph hp vi nhu cua phng v nhng mt hng bnh m mi ra l v nhng mnn dn tc, Jewel thnh lp chi nhnh Jewel T mng li cahng h gi thc n hp. 14. c. M hnh phng thPhng th pha trc Chin lc ny thc hin bng cch tn cng vo i thcnh tranh trc khi h c th thc hin cuc tn cngchng li.V d:Cng ty dc phm ch cht ca Hoa K ang xem xt ctgim gi thuc v xy dng mt nh my khc. iu nyc tc dng rn e i th cnh tranh. 15. c. M hnh phng thPhng th phn cngKhi b i th cnh tranh tn cng t pha trc hay bnsn n v kinh doanh cn chun b phn cng kpthi.V d:Cadilac thit k xe Seville nh mt phng n lachn phng th khi Mercedes tung ra sn phm mi,vi hy vng y l mt loi xe chy m hn, tin nghihn v h gi hn so vi Mercedes. 16. c. M hnh phng thPhng th di ngPhng th di ng c thc hin bng cch nh: pht trin snphm mi, pht trin th trng mi, a dng ha sn phm v thtrng nhm phng nhng bt trc ca th trng.V d:Khi cng ty thuc l Reynolds v Philip Morris nhn thy vichn ch ht thuc tng ln h nhanh chng chuyn sang ngnhhng mi nh bia, rc, nc ngt v thc phm ng lnh. 17. c. M hnh phng thPhng th v tr L chin lc c bn nht gip cc n v kinh doanh dnu v tr ca mnh trn th trng hin ti. Mun thc hin c hiu qu cc nh qun tr phi lun rsot v tr hin ti so vi cc i th cnh tranh c binphp thch hp. 18. M hnh phng thPhng th co cmNhng cng ty ln i khi thy rng h khng th bo v c tonb th phn, khi hnh ng tt nht l co cm li theo k hoch.Vic ny khng c ngha l t b th trng m l loi b a bnyu dn ngun lc vo nhng i bn mnh hn.V d:Ban u vinamilk sn xut c ph vinamilk , nhng c ph vinamilkkhng th cnh tranh c vi cc sn phm c ph khc nn quytnh loi b c ph vinamilk tp trung pht trin sa vinamilk. 19. 3. Chin lc m rng th phnKhi nimy l chin lc m n v kinh doanh s dng pht trin bngcch gia tng th phn, c th thng qua cc hnh thc mua li haythu tm cc n v kinh doanh ca i th cnh tranh nh.Nguyn nhn hnh thnh: n v kinh doanh c th phn nh nhng kh nng sinh li cao n v kinh doanh c ngun lc ln c kh nng u tV d: cng ty acer mua li cng ty gateway m rng thphn 20. II. Chi n l c dnh cho cc n vkinh doanh thch th c th tr ng - Chin lc dnh cho cc n v kinh doanh thch thc th trng l chin lc dnh cho cc n v kinh doanh c th phn v tr th hai hoc th ba hoc thp hn trong mt ngnh hng , nhng quy m rt ln Vd : Dell, Pepsi co,colgate,ford - Chin lc thng thc hin l chin lc cnh tranh 21. 1. Khi nim: Chin lc cnh tranh l chin lc m cc n v kinh doanh thch thc th trng s dng cc ngun lc tn cng cc i th cnh tranh, c bit l n v kinh doanh dn u th trng gia tng th phn tr thnh n v dn u th trng.2. Nguyn nhn hnh thnh:- i th cha phc v tt th trng mc tiu- C c hi dnh thm mt th phn no - C c hi tr thnh n v dn u th trng- D dng thu tm cc i th cnh tranh c ngunlc ti chnh yu v phc v khch hng cha tt 22. Cc phng n la chn:+ Tn cng cc n v kinh doanh dn u+ Kinh doanh song song vi cc i th cnhtranh v khng ng chm n i th cnh tranhng sau .Cc chin lc tn cng:Tn cng pha trc : (Frontal Attack)Tn cng bn sn (Flanking Attack)Tn cng bao vy : (Encirlement Attack)Tn cng ng vng : (By pass Attack)Tn cng du kch : (Guerrila Attack ) 23. T n cng pha tr c : (Frontal Attack)Khi ni m :Tn cng pha trc l chin lc tn cng vo immnh ca i th cnh tranh 24. Gi i php : Lin tc pht trin sn phm mi a dng ha mt hng trong tng chng loi sn phm iu chnh v thay i gi linh hot thch nghi vi mitrng a dng ha knh v mng li phn phi sn phm trncc n v th trng Thc hin cc hot ng xc tin bn hng nng ng 25. V d :Nm 2006 th phn du gi sunsilk VNchim 14% ln hn ca pantene l 10,8%sau mt thi gian nghin cu v ci tinsn phm ,c bit l s sng to trongchin dch truyn thng ,i mi v csc trn knh truyn thng th hin naypantene vt xa so vi i th sunsilk tr thnh sp c mnh danhGlobalBrand(thng hiu ton cu) 26. T n cng bn s n (FlankingAttack):Khi ni m :Tn cng bn sn l chin lc s dngcc im mnh ca doanh nghip tncng vo im yu ca i th cnh tranhlin tc pht hin cc khe h v chun bcuc tn cng bn sn kp thi 27. Ph ng n :Pht trin sn phm c c trngkhc bit so vi sn phm cnh tranhPht trin nhng sn phm ph hpvi nhu cu v mong mun ca nhngphn khc th trng m i th cnhtranh trong ngnh hng cha p ng y Pht trin sn phm tng t vi snphm ca i th cnh tranh nhngbn vi gi thp tng i so vi gicnh tranh 28. V d :Nhn thy coca cola ch tp trung vo dng ung c ga truyn thng ,pepsi tm ra chbt cn ca coke chp thi c u t chuynhng kinh doanh vo lnh vc nc ung vithng hiu aquafina c bit l chuyn mnhthnh hng thc phm ,bn km ung nhnc tri cy tropicana, khoai ty chin gincroky,bnh ngt doritos . 29. T n cng bao vy : (Encirlement attack)Khi ni m : Tn cng bao vy l chin lc tn cngi th cnh tranh tt c cc hng cng mtlc, bao gm pha trc, bn sn v pha sau 30. Ph ng n :a dng ha mt hngLin tc ci tinGi c linh hotMng li phn phi rng khp 31. V d :Unilever v P&GT n cng pha tr c c nh tranh th P&G va Unilever u tung ra nh ng con biv chi n l c v s n ph m :Tide (P&G) i u (vs) vi vi bt gitOmo (Unilever), nc x vi Downy (P&G) vi Comfort (Unilever)Vinhng chiu thc marketing c o v thu htTn cng bn snDo P&G b ng th tr ng Vi t Nam v khng hi u c th hi u c a ng i VN.Nh n th y c i m y u ny th Unilever u t vo VN v pht tri n nhi u s n ph m ph h p nh kem Walls v u xanh,da,tr xanh v bcTn cng pha sau Vit Nam Unilever rt mnh v mng thc phm v beverage (thcung), b xa P&G, vi mt s thng hiu ly lng nh nc mm vbt nm t tht Knorr, bnh snack Taro, tr Lipton... 32. T n cng ng vng : (By pass Attack)Khi ni m :Tn cng ng vng l chin lt tn cng gintipPh ng n :- Pht trin th trng mi trc i th canh tranh- Pht trin cng ngh mi sn xut sn phmmi thay th sn phm hin ti- a dng ha sn phm v th trng- Gi mc gi thp tng i- Ci tin dch v sau bn hng- Mng li bn hng lin tc 33. V d: 2 cng ty Hoa Mai v Hai Trm l 2 cng ty ln ltng u v ng th 2 trn th trng vn chuyn hnhkhch ng di Vng tu. Hin nay cng ty Hai Trmpht trin thm cc dch v cung cp v phn phi ccloi vt liu xy dng nh: tn, st, xi mng 34. T n cng du kch ( Guerrila Attack)Khi ni m :Tn cng du kch l chin lc mang tnhquy ri i th cnh tranh theo nh knhm lm cho i phng mt tinh thnPh ng n :Gim gi c la chnQung co v khuyn mi rm r trongmt thi i thu ht khch hng mctiu mt cch nhanh chng 35. V d :Mi thng Mobiphone thng tung ranhiu chng trnh khuyn mi nhmquy ri Viettel nh : khuyn mi 100%th np, khuyn mi gi ni mng minph, khuyn mi nhc ch ... 36. III. CC CHI N L C DNH CHOCC N V KINH DOANH THEOSAU TH TR NG: Khi ni m: L nh ng n v kinh doanh chi m v trth ba trong ngnh ho c cc doanh nghi p c quy mv a v nh Th ng kinh doanh trn nh ng phn khc thtr ng m c tiu nh y c m v i gi th p. Chi n l c th c hi n th ng l m ph ng 37. CHIN LC M PHNGKhi nim: Chin lc m phng l chin lc m cc n vkinh doanh theo sau th trng sao chp mt phn hayton b sn phm, cch thc phn phi, qung co vcc hot ng marketing khc ca nhng n v kinhdoanh dn u th trng. 38. Chin lc m phngNguyn nhn hnh thnh: Nhng n vkinh doanh theo