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1 TRƯỜNG ĐẠI HC BÁCH KHOA THÀNH PHHCHÍ MINH KHOA QUN LÝ CÔNG NGHIP BMÔN QUN LÝ SN XUẤT VÀ ĐIỀU HÀNH ---***--- BÁO CÁO BÀI TP NHÓM 5 MÔN PHÁT TRIN SN PHM MI GVHD: Th.S Hunh Bo Tuân Chđề: Phát trin dch vđi chợ online. TP HCM, 6/2015
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Phát triển sản phẩm mới

Dec 17, 2015

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Canhkhiem Le

Phát triển sản phẩm mới
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  • 1

    TRNG I HC BCH KHOA THNH PH H CH MINH

    KHOA QUN L CNG NGHIP B MN QUN L SN XUT V IU HNH

    ---***---

    BO CO BI TP NHM 5 MN PHT TRIN SN PHM MI

    GVHD: Th.S Hunh Bo Tun

    Ch : Pht trin dch v i ch online.

    TP HCM, 6/2015

  • 2

    TRNG I HC BCH KHOA THNH PH H CH MINH

    KHOA QUN L CNG NGHIP B MN QUN L SN XUT V IU HNH

    ---***---

    BO CO BI TP NHM 5 MN PHT TRIN SN PHM MI

    GVHD: Th.S Hunh Bo Tun

    Danh sch nhm 5:

    H v tn MSSV

    L Th Thu Hng 71101035

    V Th Hu 71101077

    V Hong Kha 71101543

    L Cnh Khim 71201670

    Phm Trng Lch 71101876

  • 3

    MC LC

    I. HNH THNH CONCEPT.....4 II. PHN TCH MEAN-ENDS...4 III. TEST CONCEPT.4 IV. THIT K DCH V....10 V. M T DCH V.....13 VI. M HNH ATAR......14 VII. CHIN LC MARKETING.....16 VIII. M HNH KINH DOANH..17 IIX. TI LIU THAM KHO19 IX. PH LC.19

  • 4

    I. HNH THNH CONCEPT

    Dch v i ch online gip tit kim thi gian, vun p truyn thng ba cm gia nh trong cuc sng bn rn ca th h tr Vit Nam.

    II. PHN TCH MEAN-ENDS

    III. TEST CONCEPT 1. Quy trnh test concept

    Bc 1: Gii thiu mc ch kho st

    Bc 2: Dn dt khch hng vo dch v thng qua story board

    Brand Value Consequences Attribute

    Dch v i ch online

    To khng kh gia

    nh m p

    Ba n gia nh giup gn kt tnh cm gia cac thanh vin trong gia nh, tr em c ln ln trong khng kh nh vy, chng s cm thy cuc sng ca chng tuyt vi hn v c ba m quan tm chm sc. Nu n cung giup x stress sau mt ngay lam vic cng thng.

    Ba cm gia nh giup bn gim cn, hn ch beo ph

    t hang nguyn liu cho ba n gia nh bng

    in thoi hoc trn web.

    Nguyn liu s c s ch sn, khach hang chi

    vic em v va bt u nu nng.

    Kem theo cac cng thc, hng dn ch bin cac

    mn n danh cho nhng khach hang khng thng

    xuyn vao bp.

    Cung cp cho khach hang khu phn n ap ng

    y dinh dng cho khach hang tham kho

  • 5

    1

    2

  • 6

    3

    4

  • 7

    5

  • 8

    Dn dt vo cu chuyn bng cch t ra cc tnh hung linh ng v thch hp vi mi khch hng, chng hn nh:

    + i vi n:

    - Bn c thng nu n khng?

    - Sau nay i lam hay c gia nh, bn c nh nu n hng ngy nh khng?

    - Trong qu trnh nu n, bn khng thch vic g nht?

    + i vi nam:

    - Bn c mun lm cho bn gi bt ng bng cch nu mt ba n khng?

    Nu nu, bn ngh bc nao kh i vi bn?

    - Bn c mun v mnh nu cm hng ngy nh hay khng?

    Bn thy v mnh nu n c vt v khng?

    Khi dn dt, phi khi gi va cho khch hng t ni v cac kh khn ca mnh

    Bc 3:

    a ra gii php bng cach nu ln cac c im ca dch v, nhn mnh cc c im m n c th gii quyt kh khn ring ca tng khach hang ang gp phi.

    Bc 4:

    t cu hi anh gia

    Bc 5:

    Thu thp thng tin c nhn

    Bc 6:

    Cm n, tng qu

    Thang o:

    1 2 3 4 5

    nh mua

    Hon ton

    khng chn Khng chn Bnh thng Chn

    Chc chc s chn

    Gi tr

    Hon ton

    khng c

    gi tr

    Khng c

    gi tr Bnh thng C gi tr Rt c gi tr

    S yu thch

    Hon ton

    khng thch Khng thch Bnh thng Thch Rt thch

    Mc Hon ton Khng khc Bnh thng Khc bit Rt khc bit

  • 9

    khc bit khng khc

    bit bit

    Mc

    tin tng

    Hon ton

    khng tin

    tng

    Khng tin

    tng Bnh thng Tin tng

    Hon ton tin

    tng

  • 10

    2. Bng thu thp d liu

    ph lc.

    3. X l kt qu

    Sau khi thu thp d liu, s liu c thng k theo phn trm kin ca ngi c kho st theo 2 chi s:

    Top box: Chi s phn trm mc hoan toan ng

    Top 2 box: Chi s phn trm 2 la chn ng va hoan toan ng

    Tiu ch

    Kt qu D inh mua Gi tr S yu thch

    Top box 27.4% 19.4% 25.8%

    Top 2 box 63% 64.5% 74.2%

    T kt qu kho st cho thy, d nh mua c chi s top box cao hn 25% v chi s top 2 box hn 60% V vy, concept ny c th pht tip.

    IV. THIT K DCH V

    hm s dng cng c customer journey thit k dch v i ch online.

  • 11

    di

    Quyt nh nu n Truy cp

    web

    T vn

    Suy ngh mn n

    Chn menu nguyn liu

    THEO MN N

    THEO

    NGUYN LIU

    Gi mn mi vi khch hng quen

    thuc

    THEO

    MC CH

    Hin ln thnh phn dinh

    dng dinh

    Mn trng ming

  • 12

    S ch va ng

    gi

    Kt ni nhng

    ngi tr thch nu

    nng

    Kha hc

    Thanh ton

  • V. M T DCH V

    Sau khi khch hng quyt nh t nu n, h s truy cp vo trang web bng my tnh hoc in thoi di ng.

    1. Ti trang web, khch hng c th chn nguyn liu theo cc cch sau:

    + T chn nguyn vt liu v s lng bi i vi nhng ngi c kinh nghim nu nng, h c th t c lng nguyn liu chnh xc.

    + Chn cc mn d nh s nu v s khu phn n v i vi mt s khch hng, h e ngi c tnh nguyn liu b thiu hoc tha nn trang web s t tnh ra s lng nguyn vt liu cho khch hng. Sau khach hang c th t iu chinh tng gim theo thch.

    + Chn nguyn liu theo mc ch, v d nh chiu i bn b, sinh nht, tt nin. Trang web s gi cac mn n ph hp vi ba tic v cc nguyn liu cn thit.

    2. Ngoi ra, trn web cn c cc hot ng nh t vn mn n ph hp vi tnh hnh sc khe, cc mo vt gip nu n nhanh hn, ngon hn

    3. i vi nhng khch hng quen thuc c ng k tai khon, trang web s da vo d liu cac mn n ma khach hang t hng nhng ngay trc gi cac mn n mi cho ngy hm nay. Vi tnh nng nay, khch hng s mt thi gian suy ngh xem hm nay phi n mn g.

    4. Khch hng phi dnh nhiu thi gian nu cc mn chnh, nn vic ch bin thm mt mn trng ming thng vt v v mt thm thi gian. V vy, dch v s cung cp cac mn n trang ming hon thin nh trai cy, che, ..Khach hang c th t kem khi t nguyn liu.

    Sau khi chn nguyn liu, khch hng s t hng online km theo thng tin v a im, thi gian giao hng, cc yu cu km theo nh c mun in km cng thc nu n hay khng?

    Dch v s cn c trn thi gian giao hng m khch hng yu cu tin hanh s ch, khng s ch qu sm tranh n khng ti.

    Khch hng c th thanh ton qua ti khon ngn hng hoc tin mt trc tip.

    Do s tin i ch mt ln l khng ln nn dch v ang cn nhc vic tch luy thanh ton mt ln, trnh mt thi gian cho khch hng. C 2 hnh thc:

    - Khch hng c th tr tin trc u tun va khi nao c t hng th dch v s giao hng.

    - Khch hng c th mua nguyn liu trc v tr tin sau vo cui tun.

    Bn cnh hot ng s ch v cung cp nguyn liu nu nng, dch v cn m cc kha ao to nu n ngn hn cho cc bn tr sp lp gia nh hay mun hc nu n lam nhu chiu i bn b ca chng.

    Mt hot ng si ni na l kt ni cc bn tr thch nu nng, c mong mun gi gn truyn thng ba cm gia nh m p. X hi ngy cng hin i. con ngi cung dn thay i thch nghi c bit l gii tr. Tuy nhin, khi quyt nh tin n hn nhn th cc bn tr c bit lm cc bn nam lun mong mun tm kim mt ngi v m ang, bit n cng gia chnh. Cc mi quan h giao tip hng ngy ca gii tr ch yu thng qua

  • 14

    cng vic, giao lu ngoai x hi nn cc bn n khng c iu kin th hin s kho lo v khon nu nng ca mnh v cc bn nam cung khng c dp tm kim ngi kho leo nh th.

    V vy, din an c thnh lp la ni giao lu lanh mnh, ni cc bn tr th hin s kho leo cung nh tm kim c ngi ph hp cho mnh. Cc bn c th ng bc hnh mn n mnh nu, t chc cc ba tic nh v t lam cac mn cng nhau n.

    Khach hang cung c th chia s ln cac mn n do t mnh ngh ra. Da vao lng phn hi ca din an, dch v s cn nhc b sung cac mn n vao thc n.

    VI. M HNH ATAR

    TT A T A-V

    Mc gi sn sng tr

    (cao s tin i ch hng hin ti ngy ca khch hng)

    R

    1 X X X 5-10 X

    2 X X X 10-20 -

    3 X -

    4 -

    5 -

    6 X -

    7 X X -

    8 X X X 5-10 -

    9 X X X 10-15 X

    10 X -

    11 X X -

    12 X X X 10 X

    13 X X X 15 -

    14 X X -

    15 X X X 5-10 -

    16 X X - 15

    17 X X -

    18 X X X 10-15 X

    19 -

    20 X X X 25 -

    21 X X - 10-15

    22 X -

    23 X -

    24 X X X 10

    25 X X X 15-20 -

    26 X -

    27 X X X 30 -

    28 X X X 15-20 -

    29 X X -

    30 X X X 5-10 X

    31 X -

    32 X X X 10-15 -

  • 15

    Kt qu m hnh ATAR

    Tng lao ng ti TP.HCM khong 4.200.000 lao ng. Trong lao ng qua ao to v trnh cao chim khong 35% ( Ngun: Tng Cc thng k)

    U= 1.470.000 khach hang la nhn vin vn phng

    A= 88%

    T= 77.3%

    A-V= 66.7%

    R=40%

    Total market (share)= 18.1%

    Total customer acquisition= 1.470.000*18.1%= 266787

    nh gi

    Ch ph nguyn liu/khu phn = 35.000VND

    S khu phn trung bnh / ln t hng = 3 khu phn

    Gi thnh/ ln t hng = 110.000 VND

    Theo kho sat, a s khch hng chp nhn tr mc gia cao hn so vi gia i ch thng thng t 10 n 20%

    Gi bn n v/ ln t hng = 120.000VND

    Doanh thu d bo= 120.000* 266787= 30 t VND

    33 X X -

    34 X X - 20-25

    35 X -

    36 X X X 20 -

    37 X X X 10-15

    38 X X -

    39 -

    40 X -

    41 -

    42 X X

    43 X X X 5-10 -

    44 X X - 10-15

    45 X - 10-15

    46 X X X 35 -

    47 -

    48 X X - 20-25

    49 X X X 5-10 -

    50 X X X 10-15 -

  • 16

    ln th trng hp dn, nn pht trin tip

    VII. CHIN LC MARKETING

    a. Chin lc xy dng hnh nh, thng hiu:

    khch hng nhn bit c gi tr m dch v i ch online mang li, nhm trin khai

    ng thi 3 hnh thc:

    Hnh nh: V gi tr ct li m dch v nay hng n l xy dng ba cm gia inh

    m p, nht l gia cc cp v chng tr (thng i lam, va t c thi gian chun b

    ba n gia nh). Nn nhm s a hnh nh s hnh phc ca cp v chng tr v

    hnh nh my tnh th hin s tin li, nhanh chng, chnh xac, ang tin cy ca dch

    v.

    Thng ip: mt s thng ip - slogan c th la chn nh:

    - Ba cm gia nh, m ap tnh thng

    - Vun p cho ba cm gia nh thm m p

    - ..

    Video qung co:

  • 17

    Khng gian: phng n

    Thi gian: ba ti

    Tnh hung: 2 v chng tr i lam v, ngi chng khng giup g v trong chun

    b ba ti, gi n 2 ngi trong trng thai cng thng (c 2 ngi cng i lam ma

    ngi v phi vt v hn do phi thm cng vic nu nng), ngi chng b ba

    cm ln phng c tin tc, facebook th tnh c thy topic do ngi bn share v dch

    v, ngi chng tm hiu v hm sau s dng dch v v nu cho v ba cm, ngi

    v cm ng va 2 ngi vui v, hnh phc vi ba cm gia nh.

    Chin lc marketing thng mi

    tac ng vo hnh vi mua ca khch hng, nhm ra mt s tng:

    - Xy dng h thng hnh nh sn phm: ti, ngon, p mt.

    - Xy dng quy trnh mua n gin, d s dng.

    - Xy dng ng dng (app) mua hng ca dch v ca hng trn cc h iu hnh ca

    smartphone nh android, ios, windows phone,

    - Thit k 2 ch mua:

    Mua theo thc n: mua nhng sn phm theo thc n c sn.

    Mua theo khch hng: khch hng c th t nhng nguyn vt liu theo yu

    cu ca mnh.

    - Xy dng th thnh vin, tng phiu qu tng, voucher, tch luy im thng,

    - Gi cac mn n trn website bng 2 hnh thc: (khch hng phi ng k tai khon

    thng k)

    Thng k cac mn n va cha n ri gi cac mn cha n.

    Thng k cac mn hay n thch ca khch hng gi cac mn tng

    t c cng nguyn vt liu chnh.

    - Gi cc mn trng ming

    - Trong mt s dp c th t chc chng trnh khuyn mi tng trng ming khi mua

    cac n hang.

    VIII. M HNH KINH DOANH

  • 18

    KHCH

    HNG MC

    TIU

    - Ngi khng

    bit nu nng

    - Nhn vin vn

    phng

    - Sinh vin tr

    M T GI TR

    - Vun p cho ba cm gia

    nh m ap

    - Giao hang ung gi nu

    ung ba

    - Nguyn liu ti sch nh i

    ch hng ngay

    - Hng dn nu ba n ngon

    - Gi mn n ph hp

    - Cu ni cac bn tr thch nu

    nng

    - Ni tn vinh nhng con

    ngi trn trng gia tr gia

    nh

    NNG LC CT

    LI

    - Giao hang ung

    hn

    - Cac mn n a

    dng

    - H thng cung

    ng lin kt cht

    ch

    - Qun l knh din

    an lanh mnh

    KNH TIP TH

    - Mang x hi

    -Website

    - in thoi di ng

    - Qung cao cac chung c,

    vn phng

    - Party ngoai tri kt ni

    nhng ngi tr thch nu

    nng

    - M gian hang ti cac hi

    ch m thc

    QUAN H KHCH HNG

    - Khach hang ng k tai khon

    - Email c nhn: Gi mn mi, chuc mng sinh nht

    - Cac thanh vin chia s cac mn h nu c ln web

    ca cng ty

    MNG LI I TC

    - Ch u mi

    - Siu th

    - Cac chuyn gia m thc

    CU TRC HOT

    NG

    - Cac nhm qun l hot

    ng theo qun

    - 1 nhm qun l truyn

    thng tp trung: hnh

    nh, thng hiu, chin

    lc qung cao va qun

    l din an

    - Nhm qun l quan h

    khch hng

    CU TRC CHI PH

    - Mua nguyn liu

    - Qun l cac i nhm

    - Marketing

    M HNH DOANH THU

    - Ban nguyn liu

    - Dy cac kha nu n

    - Doanh thu t cac hng qung

    co: du n, ht nm, m thc.

  • 19

    IIX. TI LIU THAM KHO

    [1] Hunh Bo Tun, Bi ging Pht trin sn phm mi (2015).

    [2] Thng k cht lng ngun nhn lc (2014), Tng cc thng k.

    IX. PH LC

    1. Bng thu thp s liu

    TT Thng tin Kh khn Mua Gi tr Thch Thch im no

    Khc

    bit Tin

    tng 1

    Tui Gii tnh

    Ngh nghip

    2 22 N Sinh vin Ko thch s ch 4 3

    4 Nhanh, tin 4

    3

    25 N i lam Ra chn i ch S ch

    5 3 4 Nhanh, tin 4

    4 45 N Ni tr S ch 2 3 4

    5 26 Nam i lam S ch 2 2 2 n khng

    ti

    6 22 Nam Sinh vin S ch 2 3 2

    7 23 N i lam i ch 4 4 4 4

  • 20

    8 22 N Sinh vin S ch 4 4 4 4

    9

    23 N i lam Nu mt mnh Nu ung ba i ch

    4 4 3 3

    10

    22 Nam Sinh vin i ch b cht chm Khng bit nu nng

    4 4 3 Tnh nguyn

    liu khng chnh xc

    11 23 Nam i lam 2 4 2

    12 27 Nam C gia

    nh Suy ngh mn n Ngi tr gi

    5 4 5 Khi suy ngh mn

    13 21 Nam Ngi lm c 2 4 3 T tay la

    n

    14 25 Nam i lam Khng c thi gian 3 4 2 Thch t la

    n

    15 20 Nam SV tr. Khng bit i ch 4 4 5 Tin li 5 3

    16 20 Nam SV tr. Khng c thi gian i ch 4 5 4 Tin li 4 5

    17 21 N SV nh. Li i ch. 5 5 5 Nhanh chng,

    tin li 5 3

    18 21 N SV tr. Li v lm bing i ch

    sau v ch bing. 4 4 4 Nhanh, tin. 3 4

    19

    29 Nam i lam vic v nh tr

    Khng c thi gian chun b n

    4 4 4 Nhanh, tin, ngon

    4 4

    20 35 N 1 mnh Li i ch 3 4 5 Tin 4 3

    21 25 Nam tr Li i ch 3 5 4 Tin 3 3

    22 28 N nh c th cng vic nn

    khng i ch thng xuyn 4 3 5 Tin 3 4

  • 21

    c

    23 40 Nam c thn c th bn thn nn li

    i ch 5 5 5 Nhanh, gn,

    tin 5 5

    24 21 N tr Thch n nha nhng

    khng bit ch bing 4 5 5 Ngon 3 4

    25 22 Nam tr S n ngoai quan b ung

    th, nn t nu 5 4 3 Ph hp 4 5

    26 25 Nam Tan s mun

    Mt, khng c thi gian 3 4 4 Tin li 4 4

    27

    30 Nam

    C gia

    nh 4 4 5

    Nhanh, bt c cng tc chun b cho v

    5 4

    28 22 N tr cng ngi l (mi )

    Cha thng nht vic nu nng

    3 4 3

    Nhanh, khng

    phi i ch m vn c nu

    3 3

    29 22 Nam nh tr Li nu, chi mun nhanh gn

    2 4 3 Tin li 3 3

    30 35 N Nu nhiu khch

    Khng thi gian 2 3 3 Tin li 3 3

    31 25 N tr, lm tng ca

    Khng th nu nng 2 3 2 Bt thi gian i ch

    3 4

    32 20 Nam

    cng anh ti trung c

    Khng bit nu 3 3 4 C hng dn nu

    4 4

    33 26 Nam i lam v tr

    Khng c thi gian 4 3 4

    Tin li, khc ph kh khn ngi lm v tr

    3 4

    34 30 Nam C gia 4 4 4 Nhanh, tin 4 4

  • 22

    nh li, gim gnh nng cho ngi ni tr

    35 25 N tr Lm ngoi gi, v mun 3 3 4 Tin li, khng phi i ch

    4 4

    36 21 N k tc x BK

    Khng c php nu n trong KTX

    2 3 4 Tin li, nhanh

    3 4

    37 22 Nam Bn lm n

    Khng c thi gian 2 3 3 Tin li, gim thi gian

    4 4

    37 27 N C nhng lc mt

    Mt nn li nu 4 3 4 Tin li, nhanh

    3 4

    39 26 N Lm ngoi

    gi, v mun

    Li nu 3 3 3 Tin li 2 3

    40 23 Nam

    Mi i lm nn

    nhiu cng vic

    Kh sp xp cng vic 4 3 4 Tin li, thun tin hn

    4 4

    41 22 Nam i thc tp

    Khng c thi gian, li nu

    3 3 3 Nhanh 3 4

    42 28 Nam i lam Khng bit nu n 5 4 5 Hng dn cch nu

    4 4

    43 27 Nam i lam Khng bit i ch 5 4 4 Giao hng tn

    nh 4 3

    44 29 N i lam Khng c thi gian 4 4 4 Tit kim thi gian

    3 3

    45 40 Nam i lam V bn chm sc cho con 5 5 5 Gip v vt v

    4 4

    46 40 N i lam Kh ngh ra mn mi 4 5 4 Gi mn mi hng ngy

    4 4

  • 23

    47 31 N i lam Nu khng kp ba 5 4 4 Tit kim thi gian khu s ch

    4 3

    48 27 Nam i lam Khng bit nu n 5 5 5 S ch sn v hng dn cch nu

    4 4

    49 30 N i lam Khng bit nu cc mn cho ba tic

    5 4 4 C kha dy nu n

    4 4

    50 28 Nam i lam mt mnh nn li nu n

    5 5 5 Kt ni cc bn bit nu n

    4 4

    51 26 N Y t

    Lm vic theo ca c bit Khng c thi gian n cm ngui do ngi nh nu, n tim

    3 3 4 Tin li 3 3

    52 23 Nam SV nm cui

    nh tr Khng bit nu n tim l chnh

    5 4 5 C hng dn nu

    4 4

    53 32 Nam Gio vin

    Nhiu vic bn t xut Cha chun b i ch n tim

    5 5 4

    Tin li, ap ng nhu cu mi lc

    3 3

    54 29 N Nhn vin

    ngn hng

    Tan ca mun i ch chiu khng cn ti Chp nhn mua v khng c cch thay th

    5 4 5

    ti, tin li, gim thao tac s ch

    4 4

    55 32 Nam Gio vin

    th dc

    M mt Khng c ai i ch, nu nng Mua v n

    4 4 4 Tin li, gim bt thao tc

    3 3

    56 40 N Ni tr Thiu thi gian Nhiu vic, bn rn

    5 4 5 Tin li, n ti sng

    4 4

  • 24

    Mua vi ngy b t lnh

    57 27 N Cng nhn

    may

    tr, tng ca Khng c ngi i ch n cm tim

    5 5 4 Tin li, nhanh

    4 3

    58 25 N Cng nhn

    may

    tr, tng ca Khng c thi gian nu n cm tim

    4 3 4 Nhanh, gn, gim thi gian

    3 2

    59 35 Nam Cng chc

    Khach chi nha t xut Cha chun b nguyn vt liu sn Ra tim mua mt s mn n ch bin

    4 5 5

    Tin li, do mnh nu s tt hn mua ngoi

    5 4

    60 25 N Nhn vin

    Sales

    Lm ca gia chng Khng c thi gian nu n cm tim

    4 3 4

    Gim khu s ch, nhanh.

    3 3

    61 25 Nam

    Cng nhn

    ph h (xy

    dng)

    Nh tr, khng c iu kin nu n Mt, cn nghi ngi, khng c thi gian i ch, nu nng n cm tim

    1 2 2 Tin 3 2

    62 21 N Sinh vin Nh tr khng gian nu hp S ch Sng chung vi lu

    3 4 4

    Thun tin, gim thao tc s ch

    4 4