Quản trị Marketing - 11

8/3/2019 Qun tr Marketing - 11

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Bi 11: Tchc thc hin kim tra nh gi cc n lc

179

Ni dung

T chc b phn marketing. Hoch nh chng trnh thc hin chin lc

marketing.

Kim tra v nh gi cc n lc marketing.

Mc tiu Hng dn hcTrang b cho hc vin nhng lthuyt cbn v k nng phn tchtnh hung thc tin, k nng tchc, xy dng k hoch v kim trahot ng marketing sau:

T chc b phn marketing. Hoch nh chng trnh thc

hin chin lc marketing.

Kim tra v nh gi cc n lcmarketing.

Thi lng hc

6 tit hc

Nm bt cc vn l thuyt v t chc b phnmarketing trong doanh nghi p, lin h vi ccm hnh t chc b phn marketing ca ccdoanh nghip trong thc t.

Nm bt cc vn l thuyt v hoch nhchin lc chung ca doanh nghi p v chinlc marketing. Lin h vi cc tnh hung cth, phn tch cc chin lc chung v chinlc marketing ca doanh nghip c th.

Nm bt cc vn l thuyt v kim tra, nhgi cc n lc marketing, xut cc tiu chunkim tra, nh gi hot ng marketing trong cctnh hung c th.

BI 11: T CHC THC HIN KIM TRA NH GICC N LC


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TNH HUNG DN NHP

Tnh hung: T chc b my, xy dng chin lc marketing ti P&G Vit Nam

Tp on a quc gia P&G chuyn kinh doanh cc sn phm hng tiu dng. Ti Vit Nam,Cng ty kinh doanh hng tr

m m

t hng cc lo

i nh

: Ch

t ty r

a, ha ph

m, t cc lo

i, m

phm, sn phm chm sc sc khe, cng c dng gia nh, chm sc tr em, Ti VitNam, cng ty c hng trm thng hiu khc nhau. Mt trong nhng vn quan trng tronghot ng marketing ca mnh l vic t chc b my hot ng marketing v vic xy dngchin lc marketing cng nh kim tra cc hot ng ny.

Cu hi gi m

Vi t cch l mt chuyn gia marketing bn hy a ra mt m hnh t chc b mymarketing c coi l thch hp nht vi P&G?

Theo bn vic xy dng chin lc marketing ti P&G cn thc hin theo trnh t nhth no?


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11.1. Tchc b phn Marketing trin khai hot ng marketing trong mt doanhnghip th cn phi xy dng ccu t chc ph hpcho vic iu hnh, qun l hot ng ny. Nu doanh

nghi p qu nh th ton b hot ng marketing chcn mt ngi m nhim; vi mt doanh nghip lnhn hot ng marketing cn c vi ngi m trchv h c thc t chc vo mt phng marketing.Trong cc m hnh qun l marketing ca cc doanhnghip Vit Nam th b phn marketing c th nm trong phng kinh doanh, phngth trng hay mt phng ban no .

Vi cc cng ty ln m hnh t chc marketing c th bao gm mt ban marketing vimt gim c marketing, trong ban marketing c nhiu phng, b phn m trch cc

nhim v khc nhau ca hot ng marketing. i vi cc tp on ln vi nhiucng ty con th t chc b phn marketing rt phc tp v a dng. H c th qun lmarketing tp trung ti tp on hoc phn cp vi nhiu mc khc nhau cho cccng ty con, khi cc cng ty con s c cc b phn marketing ring. Di y lcc hnh thc t chc marketing trong doanh nghip.

11.1.1. M hnh tchc theo chc nng

Hnh 11.1. M hnh t chc theo chc nngy l m hnh t chc kh ph bin. Theo m hnh ny, cc chuyn vin marketingc t chc theo chc nng hot ng v t di s lnh o ca trng phng haygim c marketing.

u im: S phn cng cng vic r rng, thun tin cho vic qun l cng vic,c s chuyn mn ha theo chc nng. Do , tnh chuyn nghip v trnh canhn vin c chuyn su hn.

Nhc im: M hnh khng ph hp i vi doanh nghi p c s lng nhnhng ln, doanh nghi p tip cn nhiu on th trng mc tiu khc nhau, cc

doanh nghip quy m ln vi cng ty m v cc cng ty con, kh nng phi hptrong hot ng ca cc b phn chc nng b hn ch trong m hnh ny.

Gim c/Trng phng

marketing

B phn truynthng marketing

B phn phttrin sn phm

mi

B phn nghincu th trng

B phn bnhng

Tchc b phn Marketing


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11.1.2. M hnh tchc theo nguyn tc a lMt doanh nghip c hot ng kinh doanh trn phm vi ton quc thng t chc

hot ng marketing v bn hng theo nguyn tc al. Ngi qun l marketing ton quc s gim st

ngi ph trch marketing ca cc khu vc, cc min,ngi ph trch min qun l, gim st ngi phtrch cc tnh thnh ph,

M hnh t chc ny thng c s dng trongkinh doanh thng mi, gn hot ng marketing vihot ng bn hng, cc nhn vin marketing tngkhu vc c th m trch hot ng marketing hoc

phi hp vi nhn vin marketing trong hot ng.

11.1.3. M hnh tchc theo sn phm nhn hiuNhng doanh nghip c nhiu chng loi sn phm nhn hiu thng t chc hotng marketing theo hnh thc ny.

V d: Unilever c cc chng loi sn phm: Du giu, kem nh rng, cht ty ra, sn phm v sinh,m phm, Mi chng loi sn phm ny s c mtngi ph trch marketing. Trong cc chng loi nyli c nhiu nhn hiu c lp, chng hn nh du giu c cc nhn hiu: Clear, Sunsilk, Dove, Lifebouy.Vi mi mt nhn hiu li c mt cn b ph trchmarketing ring. Ngi ph trch marketing cho tngsn phm nhn hiu sm nhn nhiu cng vic khcnhau nh:

Xy dng chin lc cnh tranh cho sn phm; Xy dng k hoch marketing theo nm, qu, thng; Lm vic vi cc cng ty qung co, truyn thng thc hin chng trnh; Kch thch lc lng bn hng; Thu thp thng tin v khch hng, trung gian phn phi; Chng ci tin sn phm p ng nhu cu ca th trng,

ou im: Ngi qun l marketing tp trung xy dng mt chin lc marketing hiu

qu cho sn phm nhn hiu qun l;

H thng c phn ng mau l vi cc bin ng th trng hn theo mhnh chc nng;

Kh nng xy dng nhn hiu tt, to kinh nghim qun l tng hp chonhn vin.

o Nhc im: Cn b ph trch sn phm nhn hiu b giao qu nhiu cng vic, nhng

thng h li c t quyn hn, chu chi phi bi nhiu phng ban chc nng

H thng ny thng tn km hn cc m hnh qun l khc; Kh lun chuyn nhn vin v h chuyn v mt sn phm nhn hiu.

Tchc theo sn phm

nhn hiu

Nguyn tc a l


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11.1.4. M hnh qun l theo th trng

Hnh 11.2. Nhng quan h ca ngi qun l marketing theo th trng

Cng ty my tnh HP c th qun l h thng marketing theo th trng c nhn

h gia nh, th trng cc doanh nghip, th trng cc trng hc, th trng cct chc khc.

Nhng cn b marketing qun l th trng l nhng ngi tham mu ch khng phil nhn vin th trng. H c nhim v tng t nh nhng ngi qun l sn phm.H phi xy dng cc k hoch chin lc cho th trng, d bo nhu cu cath trng. Thnh tch ca hc nh gi da trn th phn ch khng phi l mc sinhli ca sn phm. H thng ny cng c u nhc im tng t nh m hnh qun ltheo sn phm nhn hiu. Doanh nghip p dng m hnh ny c th kt hp vi m hnhqun l theo chc nng. B phn qun l theo chc nng nm v tr ton doanh nghip.

11.1.5. M hnh qun l marketing theo tchc cng ty m/cng ty conCc cng ty, tp on ln hot ng trn nhiu thtrng, nhiu quc gia c th thnh lp cc cng ty conqun l tng th trng. Cc cng ty con cng c hotng marketing ring. Vn t ra l s phn cp hotng marketing gia cng ty m v con. Thc t c ccm hnh t chc hot ng marketing nh sau:

Khng c marketing cng ty m, hot ngmarketing c phn cp hon ton cho cc cngty con.

Qun l Marketing

Php l

Ti chnh

Sn xut,phn phi

Nghin cuth trng

Nghin cupht trin

Lc lngbn hngtrc tip

Bao gi,

nhn hiu

Xc tin,khuyn mi

Qung co,quan h

cng chng

Ngi qunl marketing

theo thtrng


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Duy tr hot ng marketing mc va phi ti cng ty m. Hot ng marketingcng ty m mang tnh nh hng, t vn, h trcho cc cng ty con, xy dngcc nh hng chin lc marketing di hn cho cng ty m.

Marketing mnh m cp cng ty m. i ng marketing ca cng ty mmnhim phn ln cc hot ng marketing, xy dng chin lc marketing thng

nht ton tp on, tp trung xy dng thng hiu chung. Cc cng ty con chthc hin cc nhim vn gin, ngn hn, gn vi cc c im, tnh hung ringca tng th trng.

11.2. Hoch nh chng trnh thc hin khoch Marketing K hoch chin lc gip doanh nghip cc vn sau:

o Xc nh cc mc tiu trong tng lai, m bo pht trin n nh v bn vng;o Phi hp s dng ngun lc hn ch;o nh hng cc hot ng ca doanh nghi p vo vic tho mn nhu cu v

mong mun ca cc nhm khch hng mc tiu;o Cn nhc la chn cch thc t ti mc tiu;o Gim thiu sai lm, tnh khng chc chn.

Cp lp k hoch chin lc v cc k hoch b phn ca doanh nghip ctin hnh theo ba cp di y. Trong trng hp doanh nghip ch c mt n vkinh doanh chin lc th khng c cp th hai.

o K hoch chin lc ca ton doanh nghip;o K hoch chin lc ca tng n v kinh doanh chin lc;o K hoch chc nng: ti chnh, nhn s, marketing.

11.2.1. Lp khoch chin lc kinh doanh ca ton doanh nghip11.2.1.1.Khi nim

K hoch chin lc doanh nghip l mt ch thuyt qun tr kinh doanh lm cscho vic lp k hoch chin lc kinh doanh sao cho m bo s pht trin v duy trs thch nghi gia mt bn l cc mc tiu v kh nng doanh nghip v bn kia lchi y bin ng ca th trng.

11.2.1.2.Qu trnh lp khoch chin lcQu trnh lp k hoch chin lc ca doanh nghi p c th tin hnh theo hai giaion. Giai on th nht doanh nghip cn tin hnh phn tch mi trng v ngunlc xc nh v th chin lc ca doanh nghi p trn th trng. Giai on haidoanh nghip tin hnh xc nh chin lc v lp k hoch chin lc.

Giai on 1: Phn tch mi trng v ngun lco Phn tch mi trng v th trng: Mc ch tm ra chi th trng v cc

mi e do, bin ng ca mi trng vm v vi m, phn tch cnh tranh.

o Phn tch ngun lc ca cng ty: Ti chnh, cng ngh, nhn lc, t chc,R&D, marketing.

Giai on 2: Xc nh chin lc v lp k hoch chin lcVic xc nh chin lc v lp k hoch chin lc ca doanh nghip cn tinhnh cc ni dung sau:


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o Xc nh nhim v kinh doanh (s mnh) cadoanh nghi p: Nhim v kinh doanh phi thhin c nh hng pht trin ca cng ty,

bo m tnh kh thi, tnh r rng, c th.Nhim v kinh doanh ca doanh nghip cn

cp n cc vn sau: Khch hng; th trng;cng ngh; s quan tm i vi cc vn sngcn, pht trin v kh nng sinh li; trit l: gitr, nguyn vng v cc u tin ca cng ty/tchc; tnh gi v cng ty/t chc; mi quantm i vi nhn vin.

o Xc nh, phn tch nh gi cc n v kinh doanh hin ti:Thc cht l vicphn tch chi, mt mnh yu ca tng n v kinh doanh trong vic thchng th trng, t c mc tiu kinh doanh ca n v v ca doanh nghip.C th p dng cc m hnh phn tch chin lc BCG v GE&Mc Kinsey tin hnh phn tch.

o Xc nh cc mc tiu chin lc ca tng n v kinh doanh:L s c th hoca nhim v trong tng giai on. Yu cu ca mc tiu l tnh kh thi, olng c, chuyn bit, tnh thng nht, tnh linh hot. Ni dung c th cachin lc bao gm: v doanh s, th phn, li nhun tng, li nhun trn nv sn phm, t l tng trng ca cc ch tiu,... Cc mc tiu ny c thcxc nh theo qu, hai qu, nm, nhiu nm.

o Phn b ngun lc cho cc n v kinh doanh: Vic phn b ngun lc cho ccn v kinh doanh c thc hin trn c s s mnh ca doanh nghip;

kh nng v ngun lc hin ti, v tng lai; v th chin lc ca n vkinh doanh, mc tiu chin lc ca tng n v,...

o Xc nh cc nh hng hot ng ch yu trn th trng: Cc kiu chinlc th trng, nh hng pht trin...

Qua vic phn tch h s kinh doanh, nhim v, mc tiu, hon cnh mitrng doanh nghi p, cc nh hng chin lc kinh doanh, ngun lcc phn b, doanh nghip xy dng cc kiu chin lc th trng cho tngn v kinh doanh.

Sau khi phn tch tng n v kinh doanh, doanh nghip c th la chn cc

chin lc sau: Chin lc tng trng t p trung (xm nh p th trng, pht trin th

trng, pht trin sn phm).

Chin lc pht trin hi nhp (hi nhp v pha sau, hi nhp v pha trc). Chin lc tng trng a dng (a dng ha ng tm, a dng ho hng

ngang, a dng ho kt hp).

Chin lc suy gim.11.2.2. Lp khoch chin lc marketing

Khi nim: L qu trnh phn tch, lp k hoch, t chc thc hin v kim trachng trnh marketing i vi tng nhm khch hng mc tiu c nhu cu mongmun ring.

Qu trnh lp khochchin lc


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11.2.2.1.Quy trnh lp khoch chin lc marketingQu trnh xy dng chin lc marketing bao gm hai giai on l: Phn tch SWOTlp k hoch chin lc marketing; lp k hoch marketing mix cho dng sn phmgn vi th trng mc tiu v chin lc nh v xc nh.

Hnh 11.3. Phn tch SWOT lp khoch chin lc marketing

Hnh 11.4. Lp khoch marketing-mix cho dng sn phm

Ty theo tng tnh hung mi trng v ngun lc khc nhau, doanh nghip c tht ra cc mc tiu nh sau:

Mc tiu li nhun; Mc tiu lng bn hay th phn; Mc tiu bao ph th trng;

Li thcnh tranh

Chin lc Marketing

Cc mc tiu ca tng sn phm

Phn tch

th trngo lng th

trng

Ngn sch Marketing

c yu cu

Cc yu cu thnh cng trnth trng

Nhu cu ca thtrng mc tiu

Quy m ca c hith trng

C hi th trng

Phn tch cnh tranhPhn tch kh nngSn xut v linhun

Marketing cho sn phmhoc dng sn phm 3



Thit ksn phm

Gi c

Qung co

Lc lng bn vphn phi

Dch v khch hng

Xc tin bn hng

Khoch Marketing ca Doanh nghip


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Mc tiu xy dng hnh nh doanh nghip hoc thng hiu, to s nhn bit cath trng;

Mc tiu an ton v bo m tn ti.11.2.2.2.Cc kiu chin lc marketing in hnh

Sau khi phn tch SWOT doanh nghip la chn chin lc marketing in hnh theonhiu cch tip cn khc nhau nh sau:

Chin lc marketing theo mi trng kinh doanh ca doanh nghip: Hnh ngc lp hay hp tc.

Cc chin lc marketing theo giai on ca chu k sng sn phm: Gii thiu,tng trng, bo ha hay suy thoi.

Cc chin lc marketing theo v th ca doanh nghip trn th trng: Dn u,thch , theo sau hay np gc.

Cc chin lc marketing theo on th trng mc tiu: Khng phn bit, phnbit hay tp trung.

Cc chin lc tp trung vo chi ph hay khc bit ha. Chin lc marketing theo sn phm/th trng:Chin lc thm nhp th trng,

chin lc pht trin th trng, chin lc pht trin sn phm, chin lc adng ha.

11.3. Kim tra v nh gi cc n lc Marketing11.3.1. Kim tra nh gi chin lc

i khi doanh nghip cn phi xem xt, nh gi ton b

chin lc marketing. Hot ng ny i hi nghin cunh gi mt cch c h thng, ton din mi trngmarketing ca doanh nghip. C th bao gm cc nhim vchin lc, cc mc tiu ca hot ng marketing, kt quthc hin cc chng trnh marketing ra t kt qu

pht hin nhng vn cn tn ti, cc vn mi ny sinhv xut cc kin ngh nhm hon thin cc chin lc, khoch marketing ra.

11.3.2. Kim tra nh gi khoch theo tng giai on Doanh nghip cn phi tin hnh nh gi vic thc hin cc k hoch marketingtheo tng giai on, thng l hng qu, hai qu hoc theo nm xem xt vic

thc hin cc chin lc, k hoch ang din ra nh th no, tm hiu nguyn nhnnhng tht bi nu c. T , a ra cc phng n iu chnh, hon thincc chin lc ny trong tng giai on. Cc ch tiu v i tng c quan tmnh gi l:

o Phn tch kh nng tiu th trn cc th trng;o Phn tch th phn ca doanh nghip v i th cnh tranh;o Phn tch mi quan h gia chi ph marketing v cc kt qut c;o Phn tch thi , hnh vi ca khch hng, i th cnh tranh, nhn vin ca

doanh nghip cng nh cc ch th khc trn th trng;

o nh gi cc ch tiu ti chnh.

Kim tra nh gi n lcMarketing


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TM LC CUI BI

T chc b phn marketing trong doanh nghip rt a dng, ph thuc vo c im doanh nghip,quy m hot ng, c im ca sn phm dch v ca doanh nghip, Cc m hnh t chcmarketing l: Theo chc nng, theo a l, theo sn phm, theo th trng, cng ty m con.

Lp chin lc v k hoch marketing l cng vic khng th thiu ca cc nh qun tr marketingv n phi c xut pht tnh hng chin lc v k hoch ca ton doanh nghip.

Qu trnh lp k hoch chin lc ca doanh nghip c th tin hnh theo hai giai on: Phntch mi trng v ngun lc xc inh v th chin lc ca doanh nghip trn th trng; tinhnh xc nh chin lc v lp k hoch chin lc.

Qu trnh xy dng chin lc marketing cng bao gm hai giai on l: Phn tch SWOT lpk hoch chin lc marketing; lp k hoch marketing mix cho dng sn phm gn vith trng mc tiu v chin lc nh v xc nh. Khi tin hnh thc hin trin khai ccchin lc v k hoch marketing doanh nghip cn thc hin hot ng kim tra v nh gi

hot ng marketing c nhng iu chnh thch hp.


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CU HI N TP

1. Phn tch u nhc im iu kin p dng cc m hnh t chc hot ng marketing trongdoanh nghip?

2.

Thng qua cc tnh hung phn tch ni dung qu trnh lp k hoch chin lc cadoanh nghip?

3. Thng qua cc tnh hung phn tch ni dung qu trnh lp k hoch chin lc marketingca doanh nghip?


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BI TP

Bi tp 11.1

c li tnh hung trong bi 10.1 tr li cu hi sau:

Cu hi

1. Phn tch nhu cu, hnh vi, c im ca on th trng ph n thnh th c s dng bia?2. Phn tch SWOT ca Cng ty Bia H Thnh?Bi tp 11.2

c li tnh hung bi 3.2 v tr li cu hi sau:

Cu hi

Ginh l mt chuyn gia t vn marketing ca PAC hy phn tch cc yu t trong m hnh 5lc lng cnh tranh ca doanh nghip trn?

Bi tp 11.3

c li tnh hung bi 4.2 v tr li cc cu hi sau:

Cu hi

1. M t cc on th trng thit b nc nng ti cc tnh pha bc? a ra cc tiu thc phnon c cho l ph hp nht i vi th trng thit b nc nng?

2. Phn tch SWOT cho nhn hiu Moro v xut chin lc nh v cho sn phm ny?

Quản trị Marketing - 11

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