Tieu Luan Maket Dich Vu

LI NI U

m ci l s kin trng i nht trong cuc i mi con ngi. Trong nhng nm gn y, dch v ci dnh cho cc i uyn ng ngy cng tr nn a dng, hp dn. Cc cp uyn ng cng k tnh hn trong vic chn la nhng dch v hon ho cho m ci ca mnh nhng vi cuc sng nhn nhp v bn rn, bn khng c thi gian lm tt c cc vic nh tm kim nh chp nh ci, thu o ci, quay phim, chp nh ci, hay tm nh hng t chc tic ci cng nh lm hoa ci, xe ci, trang tr phng ci, thip mi... mt cch ng v hp l. Nhn thy nhu cu cn thit , cng ty Ci Vit ca chng ti chuyn cung cp dch v ci trn gi ra i vi mong mun gip cc bn gii quyt nhanh chng nhng vn .

Vi i ng nhn vin chuyn nghip, nhit tnh, nng ng, sng to s lm cho cc bn cm thy hi lng. Ty theo s thch v nguyn vng chng ti s t vn trc tip ti tng khch hng, thc hin thit k, sp xp, ln k hoch l ci v trc tip thit k khng gian t chc ci hon ho ng gp cho ngy l trng i ca i bn tr. Vi dch v ci hi trn gi ny, chc chn rng bn s tit kim c thi gian, cng sc, chi ph t chc do la chn c nhng dch v ph hp vi nhu cu m vn c mt i l trn vn theo ng phong tc ca tng vng.

MC LC

LI NI U3

MC LC5

Chng I: TNG QUAN V TH TRNG6

1.1. S lc v th trng hin ti61.1.1. i th cnh tranh61.1.2. Phn tch SWOT61.2. Khi qut v doanh nghip71.3. Gi tr ct li v bao quanh ca dch v81.4. Xc nh c tnh dch v lm cn c nh v91.5. Tm nhn, s mng, mc tiu ca cng ty11

Chng II: XY DNG K HOCH MARKETING142.1. Chin lc marketing cp n v chc nng142.2. Mc tiu Marketing152.3. Chin lc marketing ca cng ty162.3.1. Chin lc sn phm162.3.2. Chin lc nh gi182.3.3. Chin lc phn phi202.3.4. Chin lc chiu th222.3.5. Chin lc nhn s252.3.6. Quy trnh cung cp dch v262.3.7. Chng c hu hnh27CHNG III: CHNG 3: K HOCH T CHC V THC HIN293.1. Chn a im kinh doanh

KT LUN

TI LIU THAM KHO

CHNG 1: TNG QUAN V TH TRNG

1.1. S lc v th trng hin ti

Thnh ph H Ch Minh l mt thnh ph nng ng vi mc dn s tr hin ti l 7.123.340 ngi chim khong 8,3% dn s ca c nc. Trong , s dn trong tui kt hn chim khong 40% s dn ca thnh ph, bn cnh thu nhp trung bnh ca thnh ph kh cao so vi cc thnh ph khc, trung bnh thu nhp bnh qun trn u ngi mt nm khong 2.500 USD. Ngoi ra, s lng kt hn trung bnh mt ngy ti thnh ph khong 100 m ci trong mt ngy. Ta c th thy nhu cu kt hn hin ti ca ngi dn thnh ph kh l cao, trong khi phn ln ngi dn khng c nhiu thi gian t t chc hn s cho mnh, nn th trng ca ngnh cng ngh ci y l kh ln.

Vi mc tng trng dn s thnh ph khong 22% mi nm tui ca ngi tr v trng thnh thnh ph cng tng, thm vo thu nhp ca h ngy cng tng c th kt lun rng y l th trng tim nng cho tng lai ngnh cng ngh ci.

1.1.1. i th cnh tranh

Vi loi hnh kinh doanh c th l ngnh gn lin vi cuc i ca mi chng ta, nn ngnh ny ang l th trng mu m ca nhiu cng ty v doanh nghip. Hin ti thnh ph ngnh cng ngh ci ngy cng tng . Theo nhn nh ca anh Minh gim c nh hng tic ci Lu Hong Phong.

Ngnh ny hin ang bng pht nc ta, trong th trng thnh ph vi s xut hin ca nhiu cng ty mnh nh: cng ty trch nhim hu hn Lu Hong Phong, cng ty trch nhim hu hn tic ci Ph Nhun l nhng i th cnh tranh trc tip trong ngnh ny.

S lng nh hng tic ci v cc cng ty t chc tic ci khng trn gi, ch t chc mt khu trong qui trnh kt hn l i th cnh tranh gin tip vi cng ty chng ta.

1.1.2. Phn tch SWOT

im mnh

Dch v n tng v lng mng

Phong cch phc v chuyn nghip

Tha mn nhu cu ca khch hng tt hn

Cung cp nhiu dch v km theo c o

Kt hp gia s c in nhng vn mang tnh hin i.

Gi c hp l

S sng to v tng c o cho vic t chc m ciim yu

Kh khn trong qu trnh lin kt cung cp dch v

Cn nhiu thi gian hun luyn v xy dng tng mi

Phong cch v cht lng phc v ph thuc nhiu vo cc bn i tc

C hi

Th trng tim nng

Thu nhp ca ngi dn thnh th ngy cng tng

Nhiu doanh nghip ch lm tt mt s khu trong qui trnh

Nhu cu m ci trn gi ngy cng tng

Khch hng mun to ra s khc bit ha v n tng cho m ci ca ring mnh

Nguy c

Nhiu cng ty cung cp dch v trong th trng v mt s nh hng tic ci khc ang pht trin mnh.

+ Th trng mc tiu

T nhng phn tch v nh gi trn cho thy th trng mc tiu m cng ty hng n l th trng thnh ph H Ch Minh. V y l th trng y tim nng v c nhu cu ln v c kh nng chi tr cho nhu cu ca h.

+ Khch hng mc tiu

Vi mc tiu tha mn nhu cu khch hng tt nht vi cht lng tt nn chi ph cho mi m ci trn gi kh tn km, y khch hng chng ti hng n l cc khch hng c nhu cu t chc ci n tng v kh nng chi tr cho mt m ci trn gi. V vy khch hng m doanh nghip hng n l tng lp t trung lu n thng lu.

1.2. Khi qut v doanh nghip

a. Cng ty

T nhng phn tch th trng nu trn, nhm nhn thy th trng ci cn rt tim nng c bit l dch v ci trn gi. Do vy nhm nu ln tng v ln k hoch Marketing cho dch v ny.

Xut pht t tng trn, cng ty c phn Ci Vit c thnh lp, chuyn t vn v cung cp cc dch v trn gi v ci hi.

Vn phng: 351 ng 3 thng 2, Q.10, TPHCM

b. Dch v cung cp

- Studio & album

- Chp ngoi cnh

- o ci

- Trang im

- Nh hng

- Thip ci

- Bnh ci

- Hoa ci

- Trang sc

- Xe hoa

- Du lch tun trng mt

- Dn chng trnh trong sut bui tic cng cc chng trnh ca ma nhc vi cc ngh s v nhm ma.

1.3. Gi tr ct li v bao quanh ca dch v

1.3.1. Gi tr ct li

Nim vui trn vn ca ch nhn m ci v gia nh, nim t ho vi quan khch

1.3.2. Gi tr bao quanh

- Khch hng s c phc v bi mt phong cch c o, lch s, tn trng, uy tn v chuyn nghip nht trong vic cung cp cc dch v.

- Khch hng s cm thy tin tng v hi lng hn.

- Khch hng s c cung cp nhng tri nghim c bit. S T CHC

1.4. Xc nh c tnh dch v lm cn c nh v sn phm dch vnh v l vic thit k sn phm v hnh nh ca doanh nghip mnh nhm li du n tt nht v tr d cm nhn nht trong tm tr khch hng mc tiu.

Vi cuc sng ngy cng bn rn, con ngi dn ha vo dng xoy ca cng vic, ca mi quan h x hi..., nht l cc bn tr hin nay, h khng c nhiu thi gian chm lo v chun b cho mt m ci ng nh mong c trong ngy trng i ny.

Hin nay c rt nhiu dch v m ci xut hin v cnh tranh nhau trn th trng TP.HCM. V vy, cng ty cn phi to c s khc bit ca mnh so vi cc cng ty khc bng sn phm hay cc dch v hp dn.

to ra im khc bit cho dch v ca mnh, cng ty xc nh s cng hin cho khch hng nhng g tt hn sn phm ca i th, tha mn cao hn mong i khch hng nh thit k nhng font hnh mi l, sng to thm cc phong cch chp hnh ci, v nhng bt ng trong tun trng mt.

Dch v m ci trn gi ca cng ty hng n s khc bit ha cao hn so vi i th cnh tranh, th hin qua:

Dch v tuyt ho.

n vi cng ty, khch hng s c t vn v cung cp nhng dch v hp dn nht v a dng nht trong ngy ci, t t vn v trang phc, nghi l , chn cho khch hng nhng nh hng ph hp nht, a im hng tun trng mt l tng ch cn gi in, cng ty s cam kt mang li mt dch v tuyt vi v y nht trong ngy ci dnh cho khch hng.

Quan h thn thit vi khch hng.

Vi khch hng mc tiu l nhng i tnh nhn c thu nhp tng i v cao, cng ty o to mt i ng nhn vin nhm to dng mi quan h tt cho khch hng, hiu c nhng suy ngh v nhu cu p ng nhanh chng nhng nhu cu c th.

Dn u v dch v v sn phm.

Cng ty s lun lun cung cp nhng dch v mi nht, hp dn cho khch hng, mi m ci chng ti s thit k theo mi phong cch ring ph hp vi mi i tng khch hng.Chin lc nh v ca cng ty a ra da trn nhng tiu chun sau:

+ Quan trng:

Cht lung ca dch v m ci c khch hng t ln hng u khi h tm n cng ty. Nm bt c suy ngh , nn cng ty lun to ra nhng dch v c cht lng tuyt ho nhm mang li li ch tt nht cho khch hng.

+ Tt hn.

Hin nay, c rt nhiu cng ty chuyn v dch v m ci xut hin, tuy nhin, theo nhiu kin cho rng dch v cha cht lng, gi c cha ph hp, cam kt vi khch hng nhng khi trin khai th c nhiu rc ri khi m ci din ra. Chnh v th, cng ty chng ti, vi phng chm t cht lng dch v ln hng u, cam kt vi khch hng nhm em li mt m ci trn vn v hnh phc.

Qua vic nhn dng c khch hng mc tiu v tm nhn trong tng lai, cng nh qua phn tch c im yu ca cc i th cnh tranh, ta a ln s nh v.

Dch v a dng

Gi c

Cht lng dch v

+ Dch v cng thm

Qua nghin cu trn, th cng ty xy dng cho mnh mt chin lc nh v theo cht lng, dch v to ra nhiu dch v mi l, hp dn nht. vi mt chi ph hp l nht. Ngoi ra cng ty cn cung cp cc dch vcng thm phong ph nhin s sau bao th v cc thng tin khc khng tnh thm ph cho khch hng. Khch hng c th in thm nhiu bn thip ci nh vu quy, tn hn hoc ting nc ngoi theo ca khch hng. Thanh ton qua ngn hng d dng bng th ATM ca Vietcombank, ng , Ngn hng nng nghip1.5. Tm nhn, s mng, mc tiu ca cng ty

1.5.1. Tm nhn

Tm nhn c hiu l mt hnh nh, mt bc tranh sinh ng v iu c th xy ra cho t chc trong tng lai. N l mt hnh nh, hnh tng c o, l tng trong tng lai.

Vi cng ty c phn Ci Vit tm nhn ca cng ty l tr thnh cng ty cung cp dch v ci trn gi hng u trong lnh vc ny, thng qua vic em li s hi lng ti a v tha mn mong i ca khch hng.

1.5.2. S mng ca cng ty

S mng c th hiu nh l nhng l do tn ti ca mt t chc, ngha ca s tn ti ny v cc hot ng ca t chc ra sao, n l bn tuyn ngn ca cng ty vi nhng ni dung r rng hn tm nhn. N l nhng n lc th hin tm nhn.

Qua y nhm a ra bn tuyn ngn cho cng ty c phn Ci Vit

Bn tuyn ngn

1. Khch hng ca cng ty l cc cp tnh nhn ang hng n mt m ci y n tng v c tnh chuyn nghip cao, vi s hon ho mt cch tt nht cho c quy trnh ci. Ngoi ra khch hng m cng ty mun hng n cn c cc cp v chng lu nm mun t chc m ci bc, ci vng k nim qung thi gian sng bn nhau.

2. Dch v kinh doanh: t chc ci hi trn gi t chp hnh, trang im, lm thip, t chc m ci, tun trng mt cho khch hng.

3. Th trng: th trng mc tiu l cc bn tr ang mun xy dng cuc sng gia nh

4. Cng ngh: cng ngh t chc tic ci

5. S tn ti pht trin v kh nng sinh li: cng ty nhm n mc ch hot ng lu di, em li li nhun cao cho c ng ca cng ty.

6. Trit l kinh doanh: em li hnh phc cho cc i uyn ng n vi dch v tt nht ca cng ty.

7. Cng ty c i ng nhn vin tr, nng ng, nhit tnh, c kh nng sng to cao v hot ng nhm rt hiu qu. Cng mt i ng lin kt nhng m vin trang im, chp hnh c uy tn, tay ngh vng vng.

8. C quan h tt vi cng ng

9. i sng, tm t nguyn vng ca nhn vin lun nhn c s quan tm t nhng ngi qun l

1.5.3. Mc tiu ca cng ty

Cng ty xc nh mc tiu ca mnh l:

a. Mc tiu ngn hn ( t nay n 3 thng ti)

- Phn cng cng vic hp l cho cc phng ban

- Tm kim hp ng cho cc thng ti

- Tm kim a im chp hnh mi

- To mi lin kt tt hn vi i tc

b. Mc tiu trung hn (t 3 n 18 thng ti)

- Ln k hoch t chc, phn tng dch v theo chi ph

- D tho ngn sch hp l

- Phn b nhn lc cho cc hot ng trn hp l

- Tip tc tm hp ng, to thng hiu v vn ha cng ty khch hng bit n cng ty nhiu hn

- T chc tt hn na cc chng trnh k kt.

c. Mc tiu di hn

- Tip tc nghin cu v pht trin th trng (R&D)

- Lp mt s chng trnh mi, tng tnh sng to kt hp vi truyn thng vn c trong ci hi

- Phn b chi ph hp l

- Pht trin cng ty theo nh v t ra

CHNG 2: XY DNG K HOCH MARKETING

2.1. Chin lc marketing cp n v chc nng cng ty s dng

2.1.1. nh v th trng khch hng phn bit r thng hiu v cht lng ca cng ty so vi cc cng ty cnh tranh khc

Cng ty hng n nh v dch v c c trng ni bt so vi cc i th cnh tranh. V cc m ci t xa n nay thng t chc theo nghi thc truyn thng, y l nt p l mt nt vn ha trong ci hi ca ngi Vit. Tuy nhin, bn cnh vic t chc mt m ci vn theo nghi thc truyn thng nhng kt hp vi nhng nt mi, sng to hn, to c s khc bit v n tng vi ngi c cung cp dch v. Chnh v vy khi nh vo th trng ny v s dng nhng li th khc bit s gip doanh nghip to c nh v ring bit ca mnh.

Mt li th cho cng ty c phn Ci Vit khi chn la chin lc nh v tp trung vo khc bit ha l hin nay cha c nhiu i th cnh tranh trong dch v t chc tic ci trn gi, do s sng to v phong cch t chc khng b qu b buc m c tha sc th hin theo mong mun ca khch hng v kh nng ca cng ty.

Cn xt v nh v theo gi c, c th nhn thy vic t chc m ci l mt vic v cng trng i ca c i ngi, do tm l khch hng s khng qu quan tm n vn gi c, m cht lng dch v s c t ln hng u. Nhng n vi cng ty khch hng chc chn s tit kim c chi ph khi mi vn lin quan n t chc mt m ci u c cng ty m nhim, nh vy chi ph s r hn so vi vic thu tng cng ty ring r bn ngoi.2.1.2. Pht trin th phn trn th trng mi

V cng ty c phn Ci Vit mi gia nhp th trng nn vic xm nhp th trng i hi phi n lc ti a trong vic tip xc khch hng, qung b sn phm, cht lng v hnh nh cng ty, thc hin c iu ny s tn nhiu chi ph. V vy thc hin chin lc ny hin nay cng ty cn iu chnh chi ph hp l so vi s vn hin c v li nhun c kh nng thu c trong tng lai.

2.1.3. Cng c v gia tng th phn trn th trng hin ti

Tuy hin nay mi gia nhp th trng nhng cng ty hng n hot ng lu di v n nh, to c uy tn ngy cng mnh hn trn th trng. V vy cng ty a ra chin lc cho giai on pht trin tip theo ca cng ty l cng c v gia tng th phn trn th trng hin ti vi vic b sung cc chin lc marketing thch nghi vi chin lc hin c ca cng ty, c th cng ty thc hin:

Lun i mi trong vic t chc tic ci, tm thm nhng a im chp hnh, quay video, t hng thit k cc mu o ci mi, cp nhp nhng mu o ci p, thnh hnh, to thm cc kiu trang im theo tng phong cch ring khch hng c nhiu s la chn.

Tn dng li th a ra mc gi c hp l, vi v th ca cng ty khng cn phi a ra mc gi thp, nhng mt mc gi hp l, phn tng theo nhu cu khch hng s thu ht c nhiu khch hng n vi dch v ca cng ty.

iu chnh chin lc qung co theo xu hng to hng th v mt m ci trong m ca cc cp tnh nhn, kt hp thm mt s chng trnh khuyn mi vo tng thi im nh vo ma noel..., phn qu trao tng cho cc m ci bc, ci vng...

Pht trin cc chin lc truyn thng lm cho khch hng tin tng vo dch v ca cng ty, tin vo cht lng dch v m cng ty s em li cho khch hng. Pht trin thm cc chin lc cung cp dch v hp l, theo tng thi im thch hp.2.1.4. Bo v th phn

Ngoi vic thc hin cc hot ng gia tng th phn nh trn, cng ty lun ch trng vo vic ci tin cht lng dch v, la chn i tc ph hp v tin cy, nng cao nng lc ca nhn vin, thng xuyn t chc cc lp o to v ngh thut giao tip vi khch hng, qun l tnh sng to v i mi cho nhn vin h nng cao hn na nhng k nng cn thit cho cng vic ca mnh, ng thi cng l bo v th phn cho cng ty.

2.2. Mc tiu Marketing

Mc tiu m doanh nghip mun t c trn th trng nh l khi lng sn phm, th phn gi l mc tiu Marketing.

Vi mt doanh nghip mi bt u hnh thnh, tn tui, thng hiu cng nh sn phm dch v ca cng ty cha c nh v trn th trng. Do vy, mc tiu Marketing m cng ty chng ti hng ti l:

Trong ngn hn:

+ Gii thiu sn phm dch v tic ci trn gi n khch hng bng cc chng trnh truyn thng, qung co mc tiu nhm gip khch hng nhn bit dch v ca cng ty.

+ Thuyt phc khch hng bng cht lng dch v chim c th phn trn th trng

+ Khi khch hng tin tng s dng dch v ca cng ty, nh v thng hiu trong tm tr khch hng.

Trong di hn:

+ Tng doanh thu v li nhun bng cch xc tin cc hot ng Marketing nhm vo gi c, cht lng.

+ M rng th phn ca cng ty trn th trng.

+ Nghin cu, pht trin cc dch v mi nhm to s khc bit so vi i th cnh tranh, ci thin quan h vi khch hng, duy tr pht trin kinh doanh, to s hi lng, tin tng cao nht khch hng i vi cc dch v ca cng ty.

2.3. Chin lc marketing ca cng ty

Cng ty c phn Ci Vit l cng ty chuyn ph trch v dch v m ci trn gi cho khch hng, v th cng ty mang n thng ip thng ip Mi bc chn, mt nim vui hnh phc

lm c iu , cng ty v ang xy dng chin lc nhm phc v cho khch hng nhng dch v tt nht.

2.3.1. Chin lc sn phm

Cng ty tic ci Ci Vit s l ni chuyn cung cp cc dch v lin quan n ci hi. Chng ti c gng xy dng hnh nh ca cng ty v to mt n tng mnh m trong tm tr khch hng bi s rng ri, sang trng v y khc bit. Cc dch v m cong ty s mang n cho khch hng ch yu nh sau:

Nhn in n thip ci: Khch hng (KH) c th lin h trc tp vi cng ty thit k thip ci theo mun hoc s c cng ty gii thiu cc mu thip c bit cho KH la chn. Phn thip ci ny cng ty s t hng di hn ti mt c s chuyn nghip bn ngoi.

T chc cho thu ci v trang im c du: cng ty lin h vi cc trung tm ci cao cp ti thnh ph nh: L Nam, Trinh Trinh, L Nguyn ( trn ng 3 2) p ng nhu cu a dng ca khch hng. Chng ti s mang n cho khch hng nhng b ci ph hp vi c tnh, vc dng v s thch ca tng cp i uyn ng.

Chp hnh ci: nhm to n tng v lu li trong k c ca khch hng v ngy trng i trong cuc i, chng ti s t chc mt i ng nhip nh chuyn nghip sng to ghi m, chp nh, quay phim ti cc quang cnh ni ting ti thnh ph v mt s tnh ln cn. thc hin tt vic ny cng ty s lin h mt s i tc uy tn trong lnh vc du lch tim a im .

Nh hng, i tic: y l khu quan trng nht, cng ty s t chc i tic ti mt khng gian thong mt vi din tch khong 2500m2, tng ng l cc tng ca nh hng. Khu i tic mang v p c o, sang trng, di sn c thm, bn n c hoa vn, nh sng ch o ca nh hng l mu trng ng. Dn nhc: nh hng c mt i m nhc, trc tip trnh by cc ca khc si ng, lng mng cho KH thng thc.

Xe a rc du trong ngy ci Du lch tun trng mt: Ci Vit lin kt vi cc cng ty du lch thc hin tour du lch i uyn ng hng tun trng mt ti nhng thng cnh ni ting trong nc theo mc gi ph hp.Vi nhng dch v nu trn, Ci Vit c gng thc hin vi cc k hoch d kin nh sau:

Trong cc dch v cung cp cng ty Ci Vit xc nh sn phm dch v chnh ca cng ty l nh hng, chuyn cung cp cc mn n cao cp vi khu v c o mang du n Nam B. Tt c cc mn n s do u bp c tay ngh cao m trch ngoi vic phi m bo cht lng v sinh an ton thc phm, nh hng cn trang tr mn n p mt to s khc bit so vi cc nh hng khc.

Cng ty cung cp cho khch hng dch v trn gi vi cc nhn t cu thnh theo m hnh sau:

Thc hin s khc bit dch v: i ng nhn vin c ng phc p, lch s, thn mt vi quan khch. Cng ty thng xuyn m cc lp hun luyn c bit nhm nng cao thc v k nng phc v khch hng.

Dch v ci m cng ty cung cp l dch v trn gi theo nhu cu v s thch ca khch hng, mn n ngon, khng gian rng ri thong mt, v c bit cng ty Ci Vit cn t chc tun trng mt cho i uyn ng. Hnh thc dch v: cng ty thc hin cc hot ng dch v theo kiu sn phm hu hnh v dch v song hnh nhau

2.3.2. Chin lc nh gi

Gi c sn phm dch v l mt con s rt c ngha i vi cng ty v khch hng. Cng ty s nh gi sao cho c li nht nhng vn m bo hp l, ph hp vi khch hng. y tht s l vn cn phi nhc nh bi khi nim ca khch hng v chin lc sn phm c thay i trc tip theo gi c. V vy, cng ty da trn mc tiu hot ng v chi ph thc hin xc nh mc gi cho thch hp.

Mc tiu gi c:Thu hi vn nhanh v dn u v cht lng dch v, dch v ci l mt dch v rt tn km, chi ph u t ban u kh cao nn cng ty cn thu hi vn nhanh. Mun thu hi nhanh th gi phi tng i cao, nh hng hot ng vi tun sut rt ln: 9 m/ ngy. Mun vy, cht lng dch v phi cao v phi c s khc bit so vi cc nh hng tic ci khc.

Xc nh nhu cu:Theo kho st ca nhm nghin cu th hin ti trn a bn thnh ph s lng dch v m ci trn gi l rt t, cc dch v ny cht lng cha cao. Mt khc, thu nhp ca ngi dn thnh ph ngy cng cao, lng cu rt ln.

c lng chi ph.

C mi tic ci trn gi, cng ty s chi cho cc khon sau (s liu c th giao ng)+ In thip ci: 2 triu ng.

+ Trang im, ci: 10 triu ng.

+ Chp hnh ci, quay video: 10 triu ng.

+ Phc v n ung : 40 triu ng.

+ Dn nhc: 10 triu ng.

+ Tun trng mt: 20 triu ng.

+ Xe a rc: 10 triu ng.

Tng chi ph: 102 triu ng.

Phn tch chi ph, gi c v sn phm ca i th cnh tranh.

Hot ng trong lnh vc ci hi, cng ty c cc th nh : ng Phng, Thy T, i Nam Hu ht cc nh hng ny gi c tng i chp nhn c, thc n tt. Tuy nhin, mc gi 2 triu/ bn l khng cao lm v i tng mc tiu ca cng ty l gii trung lu tr ln.

Chn phng php nh gi.

Mc tiu cu cng ty l thu hi vn nhanh v dn u v cht lng nn cng ty s chn cch nh gi da trn gi tr nhn thc (nh gi theo khch hng). Sn phm dch v cng ty cung cp l mt tic ci honh trng, tron gi, khch hng s cm nhn c cc gi tr dch v cng ty cung cp l rt ln, tha mn nhu cu vt cht v tinh thn. Do , gi cao s l mt li th trong vic gia tng s nhn thc ca khch hang. Quyt nh gi.

Cng ty nh gi cho dch v ci trn gi (bao gm 7 dch v) l 149 triu ng. Con s ny va tm vi cc gia nh giu c, quan h rng. Hn na, y l con s l s d dng nh vo tm tr khch hng. Nh vy, cng ty bt u gii thiu vi th trng dch v ci trn gi vi mc gi hp l, s em v li nhun ln cho cng ty, khong 50 triu/ m, c th thu hi vn nhanh.

V tng lai.

Cng ty s c iu chnh mc gi cho ph hp hn da trn phn tch gi c v cht lng dch v ca cc i th cnh tranh. Tuy nhin, vn cn phi lu l phi nng cao hn na cht lng dch v, ti u ha mi qu trnh t u vo n u ra sn phm dch v c tnh cnh tranh cao.

2.3.3. Chin lc phn phi

Chin lc phn phi: h thng knh phn phi trong dch v bao gm cc loi sau:

- Knh phn phi trc tip: cng ty trc tip cung cp cc dch v cho khch hng theo s :

Nh vy cng ty s t chc phn phi theo kiu trc tip cc dch v sau: nh hng tic ci, m nhc v chp nh...

- Knh phn phi gin tip: thng qua cc trung gian phn phi dch v. y chnh l cc cng ty i tc trong vic thc hin in n thip ci, trang im, ci, du lch.... theo s :

Trung gian phn phi:Nu cng ty pht trin tt, d nh s m tip mt trung tm tic ci tng t ni thnh thnh ph, c th l qun 3 hoc qun 5. Vic m thm nh hng s gip cng ty m rng quy m hot ng c kh nng bao ph th trng c tt hn.

Trong thc t hot ng, cng ty s s dng c 2 knh phn phi trn m bo cung cp cho khch hng v dch v tt nht. C th tm tt qu trnh phn phi dch v ca cng ty theo s di y:

2.3.4. Chin lc chiu th

Chiu th l s truyn thng v thng tin gia ngi bn v ngi mua tim nng nhm nh hng n thi v hnh vi ca ngi ny.

xy dng c mt chin lc chiu th hay truyn thng thnh cng, chng ta c th tri qua 6 bc sau y:

- Bc 1: nh dng cng chng mc tiu:y l bc u tin nhng ht sc quan trng tri nghim v thu hiu nhu cu ca th trng mc tiu.Mun thc hin cng vic truyn thng th trc ht phi xc nh r i tng cn truyn thng y l ai.

Dch v m ci trn gi ca cng ty nhm ti khch hng mc tiu l cc cp bn tr ang chun b xy dng chung mi m hnh phc, tuy nhin v cng vic bn rn qu nn h khng th m nhn ht mi vic trong ngy ci, tm n dch v ny, khch hng c th c c mt m ci hon ho m khng mt nhiu thi gian.- Bc 2: Xc nh mc tiu truyn thng.

Khi xc nh c cng chng mc tiu, ngi lm marketing phi tm hiu c c im ca nhm khch hng ny.

Vy mc tiu m cng ty mnh mun thc hin chin lc truyn thng y l g? l gii thiu ti cng chng nhng dch v ca mnh, mt dch v m ci trn vn, cng ty s mang li cho khch hng nhng dch v trong l ci cht lng v hp dn nht.

Bn cnh , qua knh truyn thng, cng ty mun bit c s phn ng ca khch hng v dch v m ci v v sn phm, dch v ca cng ty, h hi lng hay quan tm n dch v ca cng ty hay cha? Phn ng ca khch hng v mc hiu qu ca dch v p ng c nhu cu ca khch hng cha.

- Bc 3: Pht trin thng ip

B phn lm marketing ca cng ty s xc nh ni dung chnh m cng ty mun truyn ti ti khch hng mc tiu ca mnh to c s p ng mong mun.

u tin phi xy dng ni dung thng ip: qua chin lc nh v m cng ty xy dng, th thng ip m nhng ngi lm marketing mun truyn ti ti khch hng ca mnh cng nh l truyn ti s mnh v mc tiu ca cng ty ti khch hng: cng ty s p ng cho khch hng nhng dch v m ci cht lng nht, dch v a dng v vi chi ph hp l nht, cng ty s to ra cho bn mt m ci hon ho v hnh phc nht.

Cu trc thng ip s nh hng rt nhiu n hiu qu ca thng ip, thc t cho thy a ra kt lun r rng thng hiu qu hn, v vy cng ty truyn ti thng ip vi mt kt lun r rng l: dch v tuyt ho.

- Bc 4: La chn knh truyn thng.

C hai knh truyn thng hiu qu, l knh truyn thng trc tip v knh truyn thng gin tip.

i vi knh truyn thng trc tip, cng ty thc hin mt s k hoch nh:

- Chin lc cho hng.

Chin lc cho hng bao gm sn phm hay dch v, cho hng (bng th hay li ni), phng tin truyn thng, phng php phn phi.

Cng ty cn gp g v trao i vi khch hng, trao i vi h v nhng nhu cu hay kin thc mc v dch v m ci trn gi. Cho khch hng bit c nhng thun li khi s dng dch v ca cng ty, ngoi ra c nhng chng trnh khuyn mi cho khch hng khi s dng dch v.

- Marketing trc tip.

Cng ty cho nhn vin gii thiu dch v m ci trn gi ti khch hng qua cc cuc hi tho ca cng ty, nhn vin tip xc, trao i trc tip vi khch hng qua in thoi, qua cc cuc giao lu Truyn thng gin tip.

- Cc hot ng qung coTrong thi gian chun b thnh lp, cng ty xy dng cho mnh mt website tht chuyn nghip, cung cp y thng tin ti khch hng, qua khch hng s hiu su hn v chin lc ca mnh, ng thi qua website ny khch hng c th lin h vi cng ty.

Ngoi ra, cng ty cn in thng bo qung co trn cc phng tin thng tin i chng, s dng cc hnh nh di ng, cc video gii thiu v cng ty v hot ng chnh ca cng ty.

Thit k cc p phch, bng rn qung co. ng thi, a logo v biu tng ca cng ty ti tm tr khch hng.

- Cc hot ng khuyn miTrong thi gian khai trng, cng ty cng c nhiu chng trnh khuyn mi hay dch v cng thm cho khch hng t tron gi m cui vi cng ty, nh: tng anbum nh ci min ph, t vn la chn dch v, trang im min ph cho c duBn cnh , mi dch v trn gi, cng ty s c qu tng hp dn cho c du v ch r trong ngy hnh phc trm nm ny.

Ngoi ra, cng ty c th gim gi cho khch hng khi thu dch v trn gi.

- Cc hot ng PRCng chng l nhm ngi c quan tm hay c nh hng n tim nng v mc tiu ca cng ty v vy cn c nhng chng trnh thch hp + Quan h vi bo ch.

Nhm ng ti thng tin ca cng ty trn phng tin truyn thng thu ht s ch ca mi ngi n s tin dng ca dch v m ci .iu quan trng l truyn ti c thng ip ca cng ty v dch v m ci: l cng ty s cung cp cho khch hng nhng dch c m ci c cht lung tt nht.

+ Tuyn truyn sn phm, dch v.

Tin hnh cng b v gii thiu nhng sn phm, dch v mi hp dn ca dch v m ci nhm khch hng c th so snh vi cc cng ty khc.

- Bc 5: xy dng ngn ngn sch truyn thng.

Knh truyn thngChi ph(triu ng)

ng bo tp ch gia nh v x hi30

Internet 3

Qung co ti cc trung tm, hi tho.10

Thit k p phch, bng rn10

Cc cng ty lin kt% hoa hng

- Bc 6: chin lc chiu th phc hp

y l giai on cng ty xc nh tim lc trong cc yu t nh khuyn mi doanh s, qung co, quan h cng chng v bn hng c nhn. Cng ty to ra s nhn bit bn trong ngi mua chin dch c thnh cng. Mt chng trnh chiu th c chun b tt c th s dng cho nhiu nhiu mc ch khc nhau. Ci Vit s dng knh truyn thng c nhn nh hi ngh trc tip, in m hay h thng nhn vin bn hng c nhn, cc knh ny s mang li hiu qu tng tc rt cao.Ngoi ra, s dng thm cc knh truyn thng khc nh bo, tp ch, hay gi email trc tip c mang li hiu qu cao.

2.3.5. Chin lc nhn s

Con ngi chim gi mt v tr ht sc quan trng trong qu trnh kinh doanh dch v, hoch nh, thc thi v qun l cc chin lc ca doanh nghip hng n xy dng v duy tr mi quan h vi khch hng v cc bn hu quan.

Dch v m ci ca cng ty t dch v ln hng u, do , vai tr ca nhn vin hay nhng ngi lnh o l ht sc qua trng trong vic to ra cht lng dch v tt nht.

Nhng ngi lnh o lun tm hiu, nghin cu v tm ra s khc bit so vi cc dch v khc ca i th, c k hoch pht trin cng ty v ra c chin lc marketing c o v hiu qu.Vai tr ca nhn vin th hin trong vai tr kch bn, xc tc v h tr.

V vy, to ra c nhng dch v m ci tt nht cho khch hng, cng ty thng xuyn tuyn dng v o to nhn vin.Trong qu trnh tuyn dng, cng ty sng lc cc ng vin c trnh chuyn mn cao, k nng giao tip trc cng chng tt.

Qua t st hch, kim tra cng ty chn la v phn cng cng vic cho ph hp vi chuyn mn, cc nhn vin phi c tnh chuyn nghip cao, v thc hin tt quy nh ca cng ty raCc bin php hun luyn v pht trin nhn s nh :

Hun luyn v nghip v chuyn mn.

o to, pht trin nng lc chuyn mn v nng lc c nhn.

Pht trin t chc, pht trin c nhn.

Xy dng cc h thng nh gi nng lc ca nhn vin.

Xy dng mt i ng nhn vin thn thin vi khch hng, phong cch giao dch nhanh chng, ci m.

2.3.6 Quy trnh cung cp dch v

t hng.

m bo cho m ci ca bn c y v nhanh chng, hy lin lc vi cng ty dch v m ci ca chng ti qua in thoi hay qua website ca cng ty.

Sau khi nhn c thng tin ca qu khch, cng ty s lin lc li khch hng c bit. Gp khch hng v tho thun nhng dch v khch hng yu cu. Sau khi phn hi vi khch hng, th khch hng n ti cng ty thc hin k kt v tho thun nhng dch v m khch hng yu cu trong m ci. Tin hnh chn a im, thi gian.

Cng ty s tm a im t chc m ci cho khch hng theo quy m v chi ph nh khch hng yu cu, sau tin hnh chn thi gian v t thip mi cho khch hng. Lin h vi th chp nh - quay phim. Chn trang phc cho c du v ch r. Thu xe hoa Chn v t trc dn nhc cho m ci Chn M.C cho tic ci Chn v t hoa. Mua qu ci cho c du v ch r. Lin h vi cng ty du lch ng k tour du lch cho tun trng mt (nu khch hng yu cu). t nhn ci. Lin h vi chuyn gia trang im. Chuyn thip mi cho gia nh c du, ch r. Hon tt thc n v t trc vi nh hng. a khch hng duyt qua chng trnh trong ngy ci. T chc m ci. Tng hp doanh thu v chi ph. Hng dn tun trng mt Cc cng vic khc pht sinh2.3.7 Chng c hu hnh

- Tnh hu hnh ca dch v m ci trn gi.

Cc phng tin bn ngoi: thit k bn ngoi ca cng ty v cng c o, mu sc th hin s sum vy v hnh phc, khi tm n cng ty, n tng bn ngoi ca cng ty l rt ln.

trc ca cng ty c bi u xe cho khch hng thun tin khi n y. Trc ca cng ty, cng trng nhng chu cy cnh cho phn sinh ng hn, cc loi hoa trong ngy ci nh hoa hng, hoa vu quy... to mi trng xung quanh tht s thn thin vi con ngi.

Cc phng tin bn trong: thit k bn trong th hin s ti mt, c cc ch dn c th khch hng d dng tm kim. Ngoi ra, cch bi tr trong cn phng lm vic tht ngn np, s dng my tnh kt ni Internet d dng lm vic v cp nht thng tin nhanh hn. Vn phng lm vic phi c nh sng v nhit ph hp theo thi tit.

Bn cnh , cng ty cn phi in danh thip thun tin khi tip xc vi khch hng, trang phc ca nhn vin phi ph hp.Vic xy dng cho cng ty mt website nhm d dng giao dch vi khch hng hn, qua cng cung cp thng tin ca cng ty cho khch hng r hn

CHNG 3: K HOCH T CHC V THC HIN

Chng ti bt u thc hin nhng vic sau t 01/10/2009 n 01/12/2009. Ma ng l ma ci do vy vic hon thnh cng ty cng vi nhng k hoch Marketing vo thi gian ny l rt thun li cho cng ty.

1. Chn a im kinh doanh

V c im dch v ca cng ty kh linh hot, khng cn nhiu c s vt cht nh nh hng, khch sn, do vy chng ti ch thu mt bng lm tr s cng ty.

a im: ng 3 thng 2, qun 10, TPHCM. Ti y ni c nhiu ca hng bn o ci rt ph hp vi ngnh ngh kinh doanh, to iu kin thu ht khch hng

Chi ph thu mt bng:

2. Lm th tc ng k kinh doanh

3. Tuyn v o to nhn vin

4. Xy dng, trang tr vn phng kinh doanh

5. Lin h vi cc nh hng, khch sn, tim o ci

6. Thc hin cc chng trnh Marketing

KT LUN

m ci l s kin v cng quan trng trong cuc i mi con ngi, nht l vi phong tc Vit Nam, m ci cu k v linh nh hn. V vy, ngnh dch v ci ang pht trin mnh v xut hin nhiu i th cnh tranh ln. Vi mong mun pht trin v nng cao cht lng dch v ci nhm p ng nhu cu ngy cng cao ca cc cp i sp ci, nhm nghin cu, phn tch v a ra k hoch kinh doanh ngh dch v ci vi nhng chin lc marketing c th v kh thi. im mnh ca nhm l nm c nhu cu ca ngi tiu dng, cung cp trn gi t vic t vn n gi tun trng mt cho i tn hn nhm gip cc cp i c mt ngy vui trn vn v nh mi. Cng , phong cch phc v chuyn nghip v nhng dch v mi l, c o s li ko khch hng, gip cng ty c sc cnh tranh vi cc i th mnh trn th trng. Vi kin thc qun tr marketing cng nhng mn kinh t cn bn khc, nhm c gng a ra k hoch kinh doanh kh thi nht. Bi lm s l mt kinh nghim qu bu cho nhm sau ny khi lp k hoch kinh doanh v chin lc marketing ph hp.

TI LIU THAM KHO

1. Marketing cn bn, TS Nguyn Minh Tun, nh xut bn lao ng x hi, nm 2006

2. Qun tr marketing, TS L Th Gii, thc s Nguyn Xun Ln, nh xut bn gio dc, nm 1998

3. Marketing dch v - TS Lu Vn Nghim, nh xut bn i hc kinh t quc dn, nm 2008

4. Chin lc v chnh sch kinh doanh, PGS.TS Nguyn Th Lin Dip, Th.S Phm Vn Nam, nm 2006

5. www.marketingvietnam.net6. www.marketingchienluoc.comNHN XT CA GING VIN

GIM C

PHNG

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PHNG MARKETING

PHNG

T CHC CHNG TRNH

PHNG TIP TN

i th C

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Sn phm mong i: Phng tin sch s, thc n ngon, phc v nhit tnh, chu o...

Sn phm ct li: Nh hng tic ci

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Li ch ct li: t chc l ci

Khch hng

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