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TRNG I HC BCH KHOA THNH PH H CH MINH
KHOA QUN L CNG NGHIP B MN QUN L SN XUT V IU HNH
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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
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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
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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
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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
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1
2
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6
3
4
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7
5
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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
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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
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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.
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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
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S ch va ng
gi
Kt ni nhng
ngi tr thch nu
nng
Kha hc
Thanh ton
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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
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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 -
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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 -
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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:
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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
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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.
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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
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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
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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
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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
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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
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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