VanLuong.blogspot.com Nhommua

8/2/2019 VanLuong.blogspot.com Nhommua

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KHOA QUN TR KINH DOANHMn: QUN TR MARKETING

TI:

K HOCH MARKETING CHO SN PHM NHOMMUA.COM

GVHD : Th.S TRN PHI HONG

NHM THC HIN : N.OMHP : 210703001

TP.HCM 09/2011

DANH SCH NHM N.O

STT H v tn MSSV Ghi ch

1 CHU TH BAN 08200681

2 NGUYN HNG HI 08186351

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3 T THU HOA 08847131

4 NGUYN TH KIM HU 08270101

5 QUCH PHNG KHANH 08109701

6 TRNG QUANG PHT 08100851

7 NGUYN NHT TM 08101161

8 PHM TH THO

9 PHAN TH THU THO 08102291

10 NGUYN TH THI

NHN XT CA GING VIN

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MC LC

Phn m u.....................................................................................................03Chng 1: C s l lun...................................................................................04

1.1. Khi nim Marketing.................................................................................... 04

1.2. Khi nim v Qun Tr Marketing.................................................................06

1.3. Khi nim v tm quan trng ca khch hng...............................................06

1.4 Khi nim sn phm.......................................................................................07

1.5 Khi nim th trng......................................................................................07

1.6 nh v............................................................................................................08Chng 2: K hoch marketing cho sn phm ca Nhommua.com.............09

2.1 Gii thiu cng ty.............................................................................................09

2.2 Phn tch tnh hung.........................................................................................10

2.2.1. Phn tch cnh tranh....................................................................................10

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2.2.2. Phn tch mi trng v m.........................................................................12

2.3 Phn tch c hi...............................................................................................15

2.4 Mc tiu Marketing ........................................................................................19

2.5 Chin lc Marketing.....................................................................................192.6 Phc h Marketing..........................................................................................22

2.7 Bo co ti chnh.............................................................................................26

2.8 Chng trnh hnh ng.................................................................................28

Chng 3: xut nng cao hiu qu Marketing.........................................36

Phn kt.............................................................................................................38

Danh mc ti liu tham kho..................................................................................39

PHN M U

Trong xu th thng mi in t ngy cng pht trin, c th nhn thy, trong

nhng nm gn y s lng cc website mua bn hng ho ngy cng tng ln mt cch

nhanh chng v tr nn quen thuc vi mt s lng ln ngi tiu dng. Ho cng xu

hng y, Nhommua.com l mt trong s nhng cng ty pht trin nh vo hnh thc

thc thng mi in t v l mt trong s nhng cng ty tin phong hot ng theo nhhng ca m hnh Groupon, m hnhbt u hnh thnh ti M v ang n r trong hai

nm gn y, hot ng da trn nguyn tc khuyn mi theo nhm. Tuy mi ch gia nhp

vo Vit Nam trong mt thi gian ngn nhng hnh thc ny ang tr nn n r v c

xem l mt lung gi mi trong hot ng thng mi in t ti Vit Nam. Trong qu

trnh hnh thnh v pht trin, vi phng chm khng ngng ci tin, nng cao v cht

lng dch v, lun mang n cho khch hng s hi lng v lun cung cp nhng li ch

thit thc nht Nhommua.com gt hi c nhiu thnh tu ng k v li nhiudu n trong lng ngi tiu dng c bit l i vi gii tr v tr thnh mt trong s

nhng nh ng u trong lnh vc y tim nng ny. hiu r hn v Nhommua.com

v cng nh hiu c nhng cch thc m Nhommua.com thc hin c c

nhng v th nh ngy hm nay, nhm chng ti chn nghin cu ti K hoch

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Marketing ca Nhommua.com.

Trong qu trnh nghin cu, hn s khng trnh khi nhng sai st, v th chng

ti rt mong nhn c nhng kin ng gp hu ch t Thy v cc bn chng ti

hon thin mng kin thc ny mt cch ng n v su sc hn.

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CHNG 1: C S L LUN1.1. Khi nim Marketing

1.1.1. Khi nim

Tri qua 100 nm hnh thnh v pht trin, ni dung ca Marketing c nhiu

thay i, khi dch sang ting nc khc kh th hin y v trn vn. Do vy nhiu

nc vn gi nguyn thut ng ting Anh s dng. Ti Vit Nam, thut ng ny

thng c s dng thay cho t Tip th, nht l trong gii chuyn mn.

Di y l mt s quan im v khi nim Marketing hin i ca cc t chc,

hip hi v cc nh nghin cu v Marketing trn th gii c chp nhn v ph bin:

* Marketing l qu trnh qun tr nhn bit, d on v p ng nhu cu ca

khch hng mt cch c hiu qu v c li (CIM- UKs Chartered Institue of

Marketing)

* Marketing l tin trnh hoch nh v thc hin s sng to, nh gi, xc tin

v phn phi nhng tng, hng ha v dch v to s trao i v tha mn nhng

mc tiu ca c nhn v t chc (AMA- American Marketing Association, 1985)

* Marketing l nhng hot ng thit lp, duy tr v cng c lu di nhng miquan h vi khch hng mt cch c li p ng mc tiu ca cc bn. iu ny

c thc hin bng s trao i gia cc bn v tha mn nhng iu ha hn (Theo

Groroos, 1990)

* Marketing l tin trnh qua cc c nhn v cc nhm c th t c nhu

cu v mong mun bng vic sng to v trao i sn phm v gi tr gia cc bn

(Nhng nguyn l tip th, Philip Kotler v Gary Armstrong, 1994)

* Marketing l mt h thng cc hot ng kinh doanh thit k hoch nh,nh gi, xc tin v phn phi sn phm tha mn mong mun ca nhng th trng

mc tiu nhm t c nhng mc tiu ca t chc (Fundamentals of Marketing,

William J.Stanton, Michael J. Etzel, Bruce J. Walker, 1994)

T nhng khi nim trn, chng ta c th rt ra mt vi nhn xt sau:

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Marketing l tin trnh qun tr. Marketing cn c xem l mt b phn chc

nng trong mt t chc v cn c nhiu k nng qun tr. Marketing cn hoch nh,

phn tch, sp xp, kim sot v u t cc ngun lc vt cht v con ngi. D nhin,

Marketing cng cn nhng k nng thc hin, ng vin v nh gi. Marketing gingnh nhng hot ng qun tr khc, c th tin hnh hiu qu v thnh cng cng c th

km ci v tht bi.

Ton b cc hot ng Marketing hng theo khch hng. Marketing phi nhn ra

v tha mn nhng yu cu, mong mun ca khch hng. Marketing bt u t tng

v sn phm tha mn mong mun v khng dng li khi nhng mong mun ca

khch hng t c m vn tip tc sau khi thc hin trao i.

Marketing tha mn nhu cu khch hng mt cch hiu qu v c li. Mt t chckhng th tha mn tt c mi ngi trong mi lc, cc nh lm Marketing i khi phi

c s iu chnh. Hiu qu y c ng l lc hot ng phi ph hp vi kh nng

ngun lc ca t chc, vi ngn sch v vi mc tiu thc hin ca b phn Marketing.

Marketing c thc hin trong nhng t chc phi li nhun cng cn qun tr c

hiu qu, kim sot chi ph nhng khng v li nhun. Tri li, trong cc doanh nghip,

kh nng to ra li nhun phi c xem xt mt cch chnh ng. Tuy nhin mt s

cng ty chp nhn chu l trn mt vi sn phm hoc khu vc th trng hng nmc tiu chin lc rng hn, lu di hn nhng iu ny phi c hoch nh v kim

sot. Ni chung, mt t chc khng to ra li nhun th khng th tn ti. Do vy,

Marketing c nhim v duy tr v gia tng li nhun.

Trao i l khi nim quyt nh to nn mng cho Marketing. Tuy nhin, cc

hot ng Marketing li to iu kin cho qu trnh trao i din ra thun li nhm mc

ch tha mn nhng i hi v c mun ca con ngi. mt s trao i mang tnh

Marketing xy ra cn c nhng iu kin sau:

- Phi c t nht hai n v x hi- c nhn hay t chc, mi bn phi c nhu cu

cn c tha mn.

- Cc bn tham gia mt cch t nguyn. Mi bn t do chp nhn hay t chi

nhng ngh.

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- Mi bn c ci g c gi tr trao i v phi tin rng s c nhng li ch t

s trao i .

- Mi bn phi c kh nng truyn t vi i tc v phi c trch nhim v

hnh vi ca mnh.Ni dung hot ng Marketing bao gm thit k, nh gi, xc tin v phn phi

sn phm. Marketing dng nhng phng cch ny kch thch s trao i. Bng vic

thit k, to s tinh t cho sn phm, a ra gi bn hp l, xy dng nhn thc v a

thch, m bo kh nng cung cp, cc nh Marketing c th lm gia tng mc bn. Do

vy, Marketing c th c xem l mt hot ng qun tr nhu cu th trng.

1.1.2. Mc tiu Marketing

Marketing hng ti ba mc tiu ch yu sau:- Tha mn khch hng: L vn sng cn ca cng ty. Cc n lc Marketing

nhm p ng nhu cu ca khch hng, lm cho h hi lng, trung thnh vi cng ty,

qua thu phc thm khch hng mi.

- Chin thng trong cnh tranh: Gii php Marketing gip cng ty di ph tt

vi cc thch thc cnh tranh, bo m v th cnh tranh thng li trn th trng.

- Li nhun lu di: Marketing phi to ra mc li nhun cn thit gip cng ty

tch ly v pht trin.1.2. Khi nim Qun Tr Marketing

Qun tr Marketing l vic phn tch, hoch nh, thc hin v kim sot cc hot

ng Marketing nhm xy dng v cng c cc quan h trao i c li vi cc khch

hng mc tiu t c cc mc tiu m t chc t ra.

1.3. Khai niem v tm quan trng ca khch hng

Khch hng l nhng c nhn hay t chc m doanh nghip ang hng cc n

lc Marketing vo. y l nhng c nhn hay t chc c iu kin quyt nh mua sm.

Theo Perer Drucker th Khch hng l ng ch duy nht c quyn sa thi nhn

vin, gim c, k c gii th doanh nghip bng cch tiu tin ca mnh ch khc.

Bi v h l ngib tin ra mua cc sn phm, hng ho, dch v ca doanh nghip v

h c quyn la chn, quyn quyt nh mua hay khng mua. V vy, khch hng l

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ngi tr lng, l ngi tham gia vo mi quyt nh ca doanh nghip t khu t chc

nhn lc, t chc sn xut v tiu th sn phm. Khch hng l ngi trc tip tiu dng

cc sn phm, dch v ca doanh nghip v vy h l ngi khch quan nht trong vic

nh gi cht lng, s ph hp ca sn phm v thi phc v ca doanh nghip.Khch hng l ngi cho bit chnh xc nht doanh nghip phi sn xut nhng g v

kinh doanh nh th no. Khch hng em li li nhun cho doanh nghip khi h tiu

dng sn phm, dch v ca doanh nghip; hn na, nu doanh nghip gi c khch

hng trung thnh th doanh nghip lun c mt ngun doanh thu n nh, lu di. S

tuyn truyn, qung co ca h cho ngi khch l ngun qung b c hiu qu nht i

vi doanh nghip.

1.4. Khai niem sn phmTheo cch nhn nhn ca Marketing, sn phm l mt phng tin nhm tho mn

mt nhu cu hay mong mun ca con ngi.

Sn phm theo ngha rng bao gm: sn phm hu hnh, dch v (sn phm v

hnh), tng, con ngi v ni chn. Mt sn phm hu hnh, ngi mua c th cm,

s, thy c v s hu n. Ngc li, sn phm v hnh nh mt dch v, ngi mua

khng s hu uc mt th g hu hnh, c th, m ch c c quyn s dng mt th

g trong mt hon cnh nht nh.1.5. Khai niem th trng

Theo quan im ca kinh t hc, th trng bao gm c ngi mua ln ngi bn.

Tuy nhin theo quan im Marketing, th trng bao gm tt c cc c nhn hay t chc

c nhu cu hay mong mun c th, c kh nng v sn sng tham gia trao i tha

mn nhng nhu cu v mong mun . Th trng c chia thnh:

- Th trng ton b: Ton b cc c nhn hoc t chc trong mt khu vc a

l no .

- Th trng tim nng: Nhng c nhn hoc t chc c mi quan tm n vic

mua loi sn phm .

- Th trng sn c: Nhng c nhn, t chc c mi quan tm, thu nhp ln,

c kh nng tip cn phn b sn phm.

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- Th trng mc tiu: Tp hp nhng c nhn, t chc m doanh nghip mun

tp trung cc n lc marketing vo .

- Th trng thm nhp c: Tp hp cc c nhn, t chc mua sn phm

ca doanh nghipNgoi ra, nu da trn cc c im nhn khu v mc ch mua sm ca ngi

mua, th trng c chia ra thnh: th trng ngi tiu dng, th trng nh trung gian,

th trng nh sn xut, th trng cc t chc phi li nhun, th trng quc t

1.6. nh v

nh v thng hiu l chim gi hnh nh trong tm tr ca khch hng. Chin lc

nh v ph hp s to ra gi tr v s khc bit c khc su trong suy ngh ca khch hng.

nh v thng hiu to ra ch ng ca thng hiu so vi cc i th trong ngnh. nh v

gip nh hng cc hot ng tip th, truyn thng v chin lc thng hiu.

C 9 chin lc nh v thng hiu:

nh v da vo cht lng

nh v da vo gi tr

nh v da vo tnh nng

nh v da vo mi quan h

nh v da vo mong cnh v da vo vn / gii php

nh v da vo i th

nh v da vo cm xc

nh v da trn cng dng

CHNG 2: K HOCH MARKETING CA

NHOMMUA.COM2.1. Gii thiu cng ty

Nhommua.com l mt cng ty trc thucDiaDiem.com, mt trong s 100 cng ty

chuyn v website ln nht ti Vietnam. i theo nh hng ca m hnh Groupon (Vit

tt ca Group Coupon) bt u hnh thnh ti M v ang n r trong hai nm gn y;

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http://www.nhommua.com/http://www.diadiem.com/http://www.diadiem.com/http://www.nhommua.com/http://www.diadiem.com/


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hot ng da trn nguyn tc khuyn mi theo nhm, tc l khi c mt s lng ln

ngi quan tm n mt sn phm hay dch v no th s xy ra hnh ng cng mua

trong mt khong thi gian ngn nht nh t c gi tt nht. Hnh thc mua ny

c din ra thng qua cng ty trung gian (thng l qua mt website) c hngcc u i gim gi t 40-90% (so vi gi gc). Nhiu ngi cho rng Groupon l mt

hnh thc pht trin ca thng mi in t, c th l m hnh th 4 ca thng mi in

t - th gii gi tt l B2T(Business To Team), sau B2B (Business To Business), B2C

(Business To Customer),C2C (Customer To Customer). Nhng tht ra Groupon l m

hnh kt hp gia thng mi in t v qung co. Thm ch c th ni, nu Groupon

bao gm 100 phn th ch c 10 phn l thng mi in t. Mc ch cui cng ca vic

cc trang web Groupon khng n thun l bn cc phiu khuyn mi, m quan trnghn l qung b thng hiu, qung b thng hiu cho nh cung cp v qung b

thng hiu cho chnh mnh. Tuy mi ch xut hin trong khong thi gian gn y

nhng s c mt ca Groupon nh du mt bc ngoc trong hot ng thng mi

in t ca Vit Nam ni ring v trn ton th gii ni chung.

Cng nh cc cng ty hot ng theo m hnh Groupon khc, mc tiu ca

Nhommua.com l mang li nhng sn phm v dch v tuyt vi di hnh thc cung

cp cc voucher gim gi t 40% n 90%. Hin ti ang trin khai ti hai thnh ph lnca Vit Nam l TP.HCM v H Ni, d kin s pht trin ti nhiu tnh thnh ph

trn lnh th Vit Nam. Vi mong mun mang n cho khch hng nhng sn phm,

cht lng tt nht vi gi tt nht, Nhommua.com lun chn i tc l cc doanh

nghip ln v uy tn, km theo cc iu khon r rng v cht ch m bo cht lng

sn phm, dch v cung cp n vi khch hng.

C th nhn thy y l mt m hnh Win Win Win, ngha l c ba bn:

Nhommua.com - i tc l nh cung cp sn phm, dch v - khch hng cng c li. C

th, khch hng mua c hng vi gi r (40 90% gi gc); nh cung cp c c hi

qung co/thu c lng ln khch hng mi vi chi ph thp, ng thi khai thc ti

a hiu qu hot ng trong thi gian rnh ri, gim s lng hng tn kho.

Nhommua.com ng vai tr l nh trung gian, hng chit khu chnh lch (5-10%).

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Chng hn, sau khi tho thun cung cp mt s lng ln voucher, nh cung cp quyt

nh chit khu 55% cho Nhommua.com th Nhommua.com s gi li 5%, 50% cn li

dnh cho khch hng.

Tuy ch hot ng t thng 7.2010 nhng Nhommua.com hin chim hn 70%th trng mua bn cc voucher gim gi trc tuyn v hin ti ang l nh dn u trong

lnh vc ny. K t khi i vo hot ng, Nhommua.com tit kim cho ngi tiu

dng Vit Nam hn 12 triu USD, mang li cho i tc li nhun 6 triu USD v 4,5

triu truy cp mi thng v lp k lc n tng nh tiu th hn 800.0000 phiu mua

hng gim gi, hin Nhommua.com ang lin kt vi hn 300 i tc l nh cung cp sn

phm, dch v uy tn hng u.

M hnh no khi mi bt tay vo hot ng cng u gp phi nhng kh khnban u nht nh. Tuy nhin, theo nhn nh ca mt s chuyn gia trong ngnh, th xu

hng Groupon ang c c mt li th rt ln l thu ht c s ch t pha

ngi tiu dng v c bit l gii tr hin nay. Xu hng ny to iu kin tin cho

m hnh i vo hot ng n nh. Tn dng li th ny, Nhommua.com ang khng

ngng pht trin h thng ca mnh, ng thi xy dng, m rng mi quan h vi cc

i tc ln v uy tn m hnh Win Win Win ny thc s t c hiu qu vn c

ca n.2.2. Phn tch tnh hung

2.2.1. Phn tch cnh tranh

C th ni m hnh Groupon ti Vit Nam ang trong giai on pht trin mnh

m, bng chng l ngay t nhng ngy u c mt ti Vit Nam c hng lot doanh

nghip tham gia vo khai thc loi hnh mi m ny, vi s gia nhp ca nhiu cng ty

vn xy dng c mt thng hiu mnh v uy tn trn th trng:

- Muachung.vn thuc Cng ty C phn Truyn thng Vit Nam (VC Corp.)

- Deal.zing.vn: thuc h thng Zing.vn (VNG ch qun), ni c cng ng thanh thiu

nin tui 13-19 ln nht Vit Nam hin nay. Nhng dng nh chin lc ca

Deal.zing.vn l khai thc su hn, cng nh lm a dng hn cng ng mng vn

c ca mnh.

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- Mt s knh trung gian cn li ang hot gm PhaGia.com.vn, Cungmua.vn,

Kenhgia.com, Cucre.vn v Hotdeal.vn

Tuy nhin y, trong khun kh bi tiu lun ny, nhm chng ti tin hnh i

su vo phn tch i th cnh tranh c xem l mnh nht ca Nhommua.com vo thi

im ny, l Muachung.vn.

Muachung.vn l thnh vin ca Cng ty C phn Truyn Thng Vit Nam. vi s

lng anh em ng o nh Dantri.com, Enbac.com, Rongbay.com, Kenh14.com, CafeF.vn,

Afamily.vn. Vi mc tiu l s tr thnh thng hiu tin cy trong th trng Thng mi

in t, l cu ni thng mi gia ngi bn v ngi mua, gia doanh nghip vi

doanh nghip v l ni cung ng cc sn phm chnh hng vi gi r. Vi li th c

tha hng gene t VC Corp. v nn tng k thut, kinh nghim truyn thng v kin thc

thng mi in t. Th mnh truyn thng ca VC Corp. c th c kt lun: Ai lm truyn

thng mnh nht th Muachung.vn c th lm mnh hn vi chi ph ch bng mt na. y

c xem l mt i th kh nng k i vi Nhommua.com

Cng nh Nhommua.com, Muachung.vn cng cung cp cc voucher gim gi 30% -

90% a dng ho cc lnh vc khc nhau, t n ung, gii tr, mua sm, du lch Tuy nhin

bn cnh sn phm Muachung.vn cung cp c mt c tnh ni bt l i vi nhng khch

hng la chn hnh thc thanh ton qua v in t hoc cc khch hng cc tnh/thnh ph

khc mun giao dch th ch trong vng 1 gi ng h, phiu mua hng in t s n c tn

tay khch hng ch khng phi ch thi gian giao hng tn ni hoc chuyn pht nhanh rt bt

tin v thi gian. Bn cnh , h thng phn phi ca Muachung.vn kh rng ri, c mt trn

nhiu thnh ph ln trong c nc, cng nh trong vic a dng ho phng thc thanh ton.

im mnh, im yu

im mnh im yu+ C kinh nghim trong hot ng trong

lnh vc thng mi in t lu nm,ngun nhn lc, marketing

+ Li th trong vic tit kim ti a chi ph

bng cch qung co ti cc website thnh

vin c bit l trang enbac.com v

+ Sn phm cha phong ph, ch yu mnh

v du lch, cha tng xng vi li th vquy m.

+ Cch thc thanh ton a dng nhng li

phc tp.

+ Giao din ca Muachung.vn cha p v

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kenh14.vn, 2 trang thng tin mua sm, gii

tr ang thu ht c mt lc lng ng

o gii tr

+ Pht trin mnh ti H Ni v Tp.HCM,m rng sang cc thnh ph ln khc l

Hi Phng, Nng, Nha Trang, Vng

Tu,Qung Ninh.

+ Tn dng cc phng thc thanh ton

sn c (Soha)

phc tp

+ Tuy quy m hot ng rng nhng li

cha khai thc c th mnh ca tng

vng.+ Cha c c nhiu i tc ( cc doanh

nghip) ln v uy tn.

2.2.2. Phn tch mi trng v m

Mi trng nhn khu

Lc lng u tin ca mi trng v m cn quan tm chnh l quy m dn s, v chnh con ngi

to nn th trng. Nm bt c quy m cc thnh ph, khu vc, s phn b tui tc v c cu dn tc, trnh

hc vn, mu hnh h gia nh, cng nh cc c im v phong tro ca khu vc. T a ra nhng nghin cu

nhng c im v xu hng ch yu v nhn khu p dng trong vic lp k hoch Marketing k hoch

ny t c hiu qu cao nht.

TP.HCM l mt thnh ph c quy m dn s ng v gii tr chim phn ng c cu tui, t cc yu

t ny, Nhommua.com ch ra chn dung khch hng ca mnh l gii tr t tp trung vi nhng mt hng

ph hp: thi trang, n ung, du lch.. l ch yu.

Chnh tr- php lut

Nhng quyt nh Marketing chu tc ng mnh m ca nhng din bin trong mi trng chnh tr.

Mi trng ny gm c lut php, cc c quan nh nc v nhng nhm gy sc p c nh hng v hn ch n

Nhommua.com. Hin nay, c nhiu iu lut chi phi, qun l hot ng kinh doanh chng hn nh h thng

qun l website thng mi in t ca Vit Nam, lut u t ca nc ngoi vo Vit Nam.

S tc ng ny nhm bo v quan h gia cc cng ty thng mi in t vi nhau ng thi ngn

chn nhng hot ng cnh tranh khng lnh mnh

Mi trng vn ha x hi.

Nhommua.com l mt hnh thc groupon mi du nhp nhp vo Vit Nam gn y, vdn to nn xu hng chung cho gii vn phng v gii tr hin nay.

Vi s pht trin ngy cng vt bc ca tin b khoa hc k thut, thng mi in t

ngy cng tr nn quan trng. N mang n c hi cho ngi lm kinh doanh v gn gi vi

ngi tiu dng hn bao gi ht. Mt thc t hin nay l gii tr ni chung v vi sinh vin ni

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ring, khng ai xa l vi vic mua hng qua mng. Bi l, vi tm l mong mun c mua sn

phm cht lng cao vi gi r m khng cn phi tn nhiu thi gian v cng sc cho vic la

chn. Hn na, iu ny rt ph hp vi ti tin ca ngi tiu dng hin nay khi m tnh hnh

kinh t ang g p nhiu kh khn, chi ph cho vic mua mt sn phm no ti quy trng by

thc s qu t .

nh vo th trng VN, do thu nhp cn tng i thp (GDP bnh qun u ngi

nm 2009 l 1040USD/ngi, nm 2010 l 1900USD/ngi ) do vy khi mua sm, ngi tiu

dng Vit Nam rt quan tm n yu t gi c, hiu ng m ng cng l mt trong cc yu t

gip Groupon d pht trin Vit Nam khi ngi tiu dng s yn tm hn khi c nhiu ngi

mua cng lc v ha theo m ng.

V dch v ny thc s tin ch khi chnh bn thn n to ra nhu cu cho khch hng ch

khng ch n thun l phc v khch hng. V thc t c nhng ngi khng c nhu cu muasn phm, chng hn nh h khng c nh i du lch nhng v ga c v gi dch v trn gi

a ra qu phi chng v hp dn, iu ny buc h phi suy ngh v dn ti quyt nh mua

hng.

Mi trng kinh t

Th trng cn c sc mua v cng chng. Sc mua hin c trong mt nn kinh t ph thuc vo thu

nhp hin c, gi c, lng tin tit kim, n nn v kh nng c th vay tin. Nhng ngi lm Marketing phi

theo di cht ch nhng xu hng ch yu trong thu nhp v cc kiu chi tiu ca ngi tiu dng.

Cc nc rt khc nhau v mc v cch phn phi thu nhp. Cc khu vc trong mt nc cng c nhng imkhng tng ng. Vit nam hin nay vi mc thu nhp khong 1900USD/ngi/nm c xem l thp trn th

gii. Thm vo , nn kinh t chu nhiu nh hng bi s suy thoi kinh t th gii hin nay. Tnh hnh lm

pht trong nc (11,75% nm 2010 v kh nng trn 15% trong nm 2011) khin gi c ngy mt gia tng.

C th thy tnh hnh kinh t , vt gi leo thang, chi ph t khin cho vic pht trin sn xut, m

rng quy m g p nhiu chng ngi vt ng k, tnh hnh ct gim nhn s din ra hu ht ti cc doanh nghi p

nhm hn ch chi ph ti thiu. Phn phi thu nhp c quan h vi c cu cng nghip ca t nc, nhng ng

thi cng chu nh hng ca h thng chnh tr. Ngi lm Marketing phn cc nc theo nm kiu phn phi

thu nhp khc nhau: (1) Thu nhp rt thp, (2) Phn ln c thu nhp thp, (3) thu nhp rt thp, rt cao, (4) thu

nhp thp, trung bnh, cao, v (5) phn ln c thu nhp trung bnh.

iu ny gy nhng cn tr v s nh hng cho mt doanh nghi p thng mi in t

nh Nhommua.com nhng ng thi cng to nn mt phn khc trng v c th ni l mt c

hi v theo lung thu nh p ca ngi tiu dng nh trn, Nhommua.com tha thun c vi

cc doanh nghi p tung ra hang lot sn phm dch v vi gi r m cht lng li cao, nh ng

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vo tm l khch hng v ph hp vi iu kin kinh t hin nay.

Mi trng cng ngh

Ngy cng nhiu tng khoa hc mang li kt qu, v thi gian t khi c nhng tng mi n khi

thc hin thnh cng ang c rt ngn nhanh chng, v thi gian t khi a vo sn xut n nh cao ca sn

xut cng c rt ngn ng k. S bng n ca cng ngh thng tin mang li hng triu ng dng phc vcho nhu cu sn xut kinh doanh, vui chi, gii tr ca con ngi, lm cho i sng tinh thn ngy c nng cao.

Chnh nh s i mi khng ngng v cng ngh, Nhommua.com tn dng nhng li

th m rng cc tin ch nng cao cho khch hng nh kh nng tm kim, ng k nhn

thng tin qua mail, giao dch qua internet v rt ngn thi gian bo tr h thng, ngoi ra cn

tit kim c thi gian v chi ph qung co.

2.3. Phn tch c hi

2.3.1. im mnh

Vi li th xut pht im l thnh vin ca trang Diadiem.com, Nhommua.com

c u th v d liu a im. Bn cnh , thng 7.2010 va qua, Cng ty Qun l Qu

u t Rebate Networks (M) rt 1 triu USD vo Nhommua.com. y l mt nh

u t u t thnh cng vo lnh vc Groupon trn ton Th Gii, hin nay ang hot

ng 14 quc gia khc nhau v trn 280 thnh ph. iu ny c xem l nhng li th

v mt k thut, ti chnh, ngun nhn lc

Vi kinh nghim lu nm, Nhommua.com pht huy ht nhng li th v kinh

nghim trong thng mi in t trong cc lnh vc hot ng trc xy dng

mt giao din p, bt mt, nhiu tnh nng v d s dng

Bn cnh , c bit n nh mt nh tin phong trong lnh vc Groupon,

Nhommua.com chim lnh c hn 70% th trng v to dng c thng hiu

v uy tn ca mnh trn th trng. Theo thuyt Matthew Effect, k mnh s mnh ln,

k yu s yu i v dn dn s b o thi, th li th ca mt ngi dn u, thng qua

cc bin php qung co tuyn truyn s thu ht ngy cng ng lt khch n vi cngty, v nhng ngi mua th cng thy yn tm hn khi mua hng nhng tn tui uy tn.

Ngoi ra, vi mt lng thnh vin ng o cng thm danh ting vn c ca mnh, th

vic m phn vi cc nh cung cp cng s tr nn d dng hn so vi cc i th cnh

tranh yu th hn, tng c hi m phn thnh cng vi cc nh cung cp ln v c uy

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tn trn th trng cng nh m phn c c mt mc gi tt nht. y c xem

l mt trong nhng yu t cnh tranh ca doanh nghip.

2.3.2. im yu

Vn xut pht l mt nc c hnh thc bn thng mi nn vn cn tn ti mts hn ch trong hnh thc thanh ton, cng nh giao nhn hng nn Nhommua.com

gp phi mt s vn trong vic phn b cc ngun lc nhng voucher n tay

khch hng mt cch nhanh chng nht, t khin khch hng khng hi lng trong

vic giao nhn voucher chm hn so vi tin .

H thng phn phi ch tp trung pht trin ti TP.HCM, gn y m rng pht

trin ti a bn H Ni, mt s cc thnh ph khc c nh gi giu tim nng nhng

cha c ch pht trin.Bn cnh , hnh thc thanh ton bng cng in t - loi hnh thanh ton kh

tin li v hin i li cha c pht trin, hin ti cng ty ch s dng hnh thc thanh

ton qua cc loi MasterCard hoc cao nht l Internet Banking, trong khi hnh thc

thanh ton bng cng in t (Nganluong.vn ) li cha c ch n.

2.3.3. C hi

Cc nh kinh t nc ngoi u c nh nhn rt kh quan vo thng mi in t

Vit Nam v Groupon Vit Nam thng qua t l ngi ph cp v tc ph cp internetti Vit Nam. Nm 1997 Vit Nam mi bt u chnh thc s dng Internet, nhng n

nm 2009 c khong 23 triu ngi s dng, chim 26% dn s, n nm 2010 c

hn 24 triu ngi s dng, chim 27,1% dn s, ng hng th 20 th gii v tc

pht trin Internet. Bn cnh , s pht trin cc thit b h tr cho mng internet nh

wifi, D-com 3G,phn mm duyt wed trn in thoai.... gp phn a internet n gn

hn vi ngi s dng to nn mt c hi ln cho Nhommua.com trong chin lc

a sn phm ca mnh n vi ngi tiu dng mt cch d dng hn.

iu d nhn thy l ngi tiu dng Vit Nam rt quan tm n gi, tm l a

hng khuyn mi, rt nhiu ngi mua hng khuyn mi ngay c khi h khng c nhu

cu; nn y l mt u th rt ln khi p dng m hnh ny. Bn cnh , tm l ngi

tiu dng Vit Nam cng theo xu th m ng y cng l mt c hi tt cho loi hnh

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kinh doanh Groupon m Nhommua.com ang hot ng.

Bn cnh , loi hnh Groupon mi c hnh thnh Vit Nam trong nhng

mt hai nm tr li y nn th trng ny cn cha c khai ph ng vi tim nng

ca n; v th y cng l c hi tt cho nhng doanh nghip tin phong nhNhommua.com. Nm ly li th ca mt ngi i u, Nhommua.com tranh th

nhng c hi ny nhanh chng tm cho mnh mt v th, mt ch ng trn th trng.

Mt m hnh mi, mt cch lm mi lun to cho mi ngi s hng th v ham

mun th nghim. Khng phi m hnh thnh cng no trn th gii cng s thnh cng

mt ni khc nhng vi mt s lng ngi truy cp internet rt ln Vit Nam, cng

nh s ph hp vi tm l, hnh vi khch hng to mt tin , nhng c hi tt

Nhommua.com c th chuyn mnh.2.3.4. Thch thc

C th ni vn ln nht ca Groupon Vit Nam l vn thanh ton. Mc d

Vit Nam hin ti pht trin internet banking, c h thng cng thanh ton trc

tuyn /v in t nhng qua thng k, ch c khong di 20% khch hng thanh ton

qua internet banking hoc cng thanh ton trc tuyn, phn ng cn li vn thanh ton

bng tin mt. iu ng ngha vi vic chi ph Groupon Vit Nam s tng ln rt

nhiu.Nu nh M v Trung Quc, hu ht ngi mua u thanh ton qua mng, ch

mt thao tc bm Mua, Groupon ch cn gi tin nhn hoc email c cha m s v mt

khu cho ngi mua, khi ngi mua i nhn sn phm hoc dch v ch cn xut trnh tin

nhn hoc email. V c th ni, giai on ny hu nh khng pht sinh chi ph, hoc nu

c th cng v cng t. Nhng Vit Nam, giai on ny l giai on c chi ph v cng

ln. V hu ht ngi mua thanh ton bng tin mt, do s pht sinh nhng chi ph

sau: chi ph vn chuyn, chuyn pht nhanh, chi ph in phiu khuyn mi, tn thm mt

khon chi ph cho mt s lng nhiu nhn vin chm sc khch hng

Hu ht cc trang Groupon ti Vit Nam vn cn trong giai on phi i vt ni

cc nh cung cp a sn phm ln trang web ca mnh. Trong khi nu nh Groupon

ca M cc nh cung cp xp hng c ln trang (c tnh 35.000 nh cung cp), v

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chi ph cho khu ny cng gn nh khng c hoc rt t th Vit Nam, chi ph cho khu

tm nh cung cp cng cn l c mt vn , v s ny sinh cc chi ph sau: Chi ph

qung co, tuyn truyn, lng v thng cho nhn vin th trng

C mt thc t l ngi Vit Nam vn khng tht s tin tng vo vic mua hngtrn mng, c bit l nhng kiu siu gim gi th li thng hay d chng. Ngoi ra

ngi Vit Nam cn c quan nim ca r l ca i nn i khi cn nghi ng khi gim

gi mc qu ln. Do thu ht ngi mua, thu ht thnh vin quan tm n website

ca mnh cng tn mt chi ph kh ln, cng ng ngha vi vic ny sinh mt s chi ph

nh : chi ph qung co cho hot ng, chi ph maketing

Nh ni trn, hot ng mua theo nhm t chc trn cc trang Groupon ch

yu hng vo lnh vc dch v. Dch v khch hng v thi phc v ca nhn vin nhng ni cung cp sn phm/ dch v cng l mt con dao hai li. Vit Nam vi

mt s doanh nghip khi tham gia hnh thc ny cha hiu r v li ch ca vic chm

sc khch hng v li ch di hn, ch chm ch vo li nhun ngn hn, khi khch hng

s dng coupon phiu khuyn mi, c bit mng dch v thng khng c nhn

vin phc v chu o, thm ch mt s ni cn b phn bit i x. Ngay c dch v ca

cc thng hiu ln cng c nhiu trng hp tng t xy ra, dch v cung cp

khng c 100% nh ha hn, b ct xn gim bt chi ph. Gp kh v cht lngsn phm, dch v v s thiu chun b ca doanh nghip tham gia. Vi nhiu doanh

nghip, cht lng ca sn phm, dch v l thiu nht qun v cht lng nn dn ti

vic do thiu s chun b k cng v chng trnh v d bo sai v cng sut phc v,

khi khch hng ti ng, cht lng sn phm v dch v khng p ng kp nh hotline

thng xuyn bn, nhn vin gt gng, sn phm thiu ht iu ny ngc li cn gy

phng hi v hnh nh cho doanh nghip thc hin chng trnh khuyn mi. Mt khc

cc nh cung cp dch v Vit Nam khng c tiu chun chnh xc no cho sn phm

dch v ca mnh, iu ny dn n khu qun l cht lng dch v cho khch hng mua

phiu gim gi trn trang cc trang Groupon s khng c m bo v cng kh

qun l vic cung cp dch v ca cc nh cung cp.

2.4. Mc tiu Marketing

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Chiu rng: pht trin thng hiu, to nhn bit tm quc gia. Nng

cao nhn thc v tim lc hin ti v tim nng pht trin trong tng lai ca cng ty.

Chiu su: xy dng h thng nhn din thng hiu, xem xt, iu chnh t

nhng chi tit nh nht. Xy dng thc v thng hiu trong ni b. Mc tiu th phn: Marketing to s nhn bit v nh hng n khch hng v

to thun li cho vic nh hng v cc c hi u t cc th trng

khc (cc tnh thnh mi ngoi H Ni v Tp. H Ch Minh). Gi vng v

tr dn u v tng th phn ln 75% th trng nhm mua gim gi tnh n cui

nm 2011.

Mc tiu sn phm, nh cung cp Tng s lng chng loi sn phm

ngy cng phong ph v a dng hn.Tng 30% s lng nh cung cpso vi hin ti (300 nh cung cp)

Mc tiu doanh thu, li nhun: Tng 20% doanh thu /nm ln mc

155.000.000.000 VND /nm.

Mc tiu nh v thng hiu: Thu ht thm 30% lng khch hng mi

n vi cng ty

2.5. Chin lc marketing

2.5.1. Chin lc Porter

Dn u chi ph:

Vi mong mun ti a ho li ch m khch hng nhn c, Nhommua khng

ch tm nhng i tc uy tn, c tn tui trn th trng m cn thng thuyt vi cc nh

cung cp ca mnh, khi voucher tung ra th trng s t mc gim gi u i nht,

ngoi ra cn rng buc nhng iu khon r rng v cht lng cng nh cc dch v m

bn i tc cung cp. Nhommua lun mong mun nhng voucher cung cp n tay khch

hng l nhng voucher c gim gi tt nht, khng ch so vi gi th trng m cn so

vi cc i th cnh tranh khc. iu ny cng ng ngha vi vic Nhommua chp nhn

gim phn li nhun ca mnh chuyn qua bn khch hng sao cho khch hng c th

hi lng mc ti a m Nhommua c th t c. minh ho cho iu ny, c th

thy mt v d c th, cng vi sn phm l buffet lu bng chuyn ti nh hng F1,

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Nhommua a ra voucher 112.000 vi tr gi tr s dng l 186.000 th i th cnh

tranh ln nht ca Nhommua lc ny l Muachung a ra deal vi mc gi l 130.000

Khc bit ho:

Nhommua khng ch a ra cc sn phm cht lng gi tt m cn lun bit nmbt th trng tung ra nhng sn phm ph hp vi th hiu ca ngi tiu dng hay

nhng sn phm c o trn th trng. Vo nhng dp l tt, cc k ngh di ngy,

Nhommua a ra cc deal gim gi v tour du lch hoc khch sn, rp chiu phim, cc

khu vui chi dnh cho tr em p ng nhu cu ny. Hay nhng mt hng Big Size,

nu mt khch hng lun phi t ti mc cm v cc s o ca mnh, li lun gp kh

khn trong vn chn mua qun o, nm c nhu cu ca nhm khch hng ny,

Nhommua tm kim i tc v tung ra deal gim gi c o ny, deal ny chyhng ch trong vng 2 ngy.

nghin cu, nm bt c nhu cu v th hiu ca khch hng v p ng mt

cch tt nht, Nhommua lun t chc cc din n tho lun trn website chnh thc ca

mnh cng nh cc trang mng x hi c tm hiu nhng mong mun ca khch hng

trong thi im hin ti, t c th p ng mt cch tt nht.Hin ti fanpage cu

Nhommua trn mng x hi tnh n thng 9/2011 t 167.700 thnh vin; i th cnh

tranh ln nht hin nay Muachung t 160.800 thnh vin; trong khi cc i th cnhtranh cn li nh Hotdeal ch t 27.900 thnh vin.

Phong ph v a dng v cc chng loi mt hng, lun bt kp nhu cu v mong

mun ca khch hng km theo cc chng trnh tip th hp dn (s c trnh by vo

phn sau), Nhommua ang dn chim lnh c mt phn ln ca th trng (70% th

trng) v ang nhn c s u i t pha khch hng.

Tp trung

Cung cp cc voucher tp trung ch yu mng dch v n ung, v phn ln

nhng voucher ny c gi tr tng i va phi v ph hp vi mc chi tiu ca ngi

tiu dng (thng thng giao ng t (50.000-150.000)/ voucher, hn na vi cc

voucher c gi tr n hng ln nh du lch (2.500.000-4.000.000) d c gim gi kh

hp dn tuy nhin khch hng vn c tm l d chng vi nhng deal ny.

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2.5.2. Th trng mc tiu

a l: Th trng tp trung ch yu ti TP.HCM v y l mt thnh ph ln vi

quy m dn s ng, nhp pht trin nhanh chng, ngoi ra ang m rng th trng

ti H Ni, y cng c xem l mt th trng c tim nng.Nhn khu: Hng vo nhng ngi thuc gii tr, c tui t 16 35 tui,

gii vn phng, v y l hai i tng tip xc nhiu nht vi cng c internet v c

kin thc, am hiu v lnh vc thng mi in t

Tm l: Nhm khch hng hng ti y l nhng ngi a chung nhng sn

phm c cht lng tt vi gi hp l, c bit h thch sn lng nhng mt hng khuyn

mi, gim gi. Lu y nhng sn phm c bn di hnh thc voucher ny khng

phi l nhng sn phm c gi thp m l nhng sn phm c gi thp hn so vi githc t, gi th trng.

Hnh vi: Khch hng c tm l thch nhng mt hng c cht lng nhng i hi

gi tt nht, v th khi mt deal bn ra khng ch p ng nhu cu cho nhng ngi ang

thc s c nhu cu, m ngay c vi nhng khch hng h cha c nhu cu thc s vi

mt hng , nhng khi h cm thy thch h s vn mua, c th l mua s dng hoc

c th mua lm qu tng cho ngi khc.

T nhng phn tch v th trng mc tiu, c th nhn thy, y l nhng bci ng hng, v y l mt th trng mu m, y tim nng khi Nhommua tr thnh

nh tin phong, i u trong mng Groupon ti th trng Vit Nam.

Sau khi nhn din c th trng mc tiu m Nhommua hng ti, t c th

phn b cc ngun lc hp l v a ra cc chin lc marketing c th mang li hiu

qu cao nht.

2.5.3. nh v

Vi s pht trin ca hng lot cc website hot ng di hnh thc Groupon, pht

trin v tn ti c trn lnh vc ny th chc chn rng Nhommua.com phi to c s khc

bit gia bn thn cng ty i vi cc i th cnh tranh.

Cho n nay nn kinh t th gii vn cn ang chu nh hng nng n t cuc

suy thoi ton cu nm 2008 , tuy m ca th trng nc ta cha cao nhng chng

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ta cng t nhiu b nh hng. C th thy r nht chnh l lm pht, ch s gi tiu dng

v n cng trong cc nm gn y ang ngy cng leo thang. ng tin mt gi lm cho

cuc sng tr nn kh khn v cht vt hn. Phi chi tiu nh th no khi ng lng

vn gi nguyn trong khi mi th u tng gi, tht s l mt cu hi hc ba. Ra itrong hon cnh Nhommua.com gip cho khng t ngi tiu dng tit kim

ng k cho ti tin ngy cng eo hp trong khi vn c th s dng nhng sn phm c

cht lng cao. iu ny to ra mt cuc cch mng mi trong thng mi in t khi

nh ng vo mong c ca ngi tiu dng v gip nhommua gy dng nim tin v c

mt ch ng trong lng khch hng,Nhommua.com mun xy dng mnh theo hnh nh ca

mt nh cung cp nhng sn phm v dch v c cht lng tt nht v vi mc gi thp nht.

2.6. Phc h Marketing2.6.1. Chin lc sn phm

Nhommua.com l mt website thng mi in t chuyn kinh doanh cc voucher

gim gi trc tip, cc voucher ny rt a dng v phong ph v chng loi . Cc sn phm

dch v ang c bn ph bin xp theo th t u tin bao gm dch v n ung, qun o, m

phm, hng hitech, ni tht, sch a

Nhommua.com em li cho khch hng nhng sn phm, dch v cht lng cao vi gi

tt nht v m bo voucher n tay khch hng trong thi gian sm nhtBn cnh Nhommua.com cn tch hp ng dng trn Iphone khch hng truy cp

internet qua mng bng in thoi c th t hng mt cch tin li nht.

Mt s dch v th mnh ca nhommua.com:

Dch v n ung. nhommua.com hp tc vi nhng nh hng, khch sn ln c uy tn

cht lng H Ni v tp HCM c th k n nh Hanoi Royal Orchirch hotel, Newworld hotel,

Barbecure, J-restaurant hi sn cao cp, nh hng Susya, MOO beef steak restaurant v v s

coffee shop. Nhommua.com cung cp cc voucher gim gi cho cc mn n c yu thch

trong thc n, cc voucher cho nhng tic buffet, event lnh vc gii tr, t chc lin hoan gp

mt thng nin

Dch v th gin, ngh dng. Nhng i tc thn thuc ca nhommua.com trong dch

v ny l nhng resort, khch sn cao cp, Beauty spa cc thnh ph du lch trn c nc nh:

Zen hotel-H ni, River Prince hotel- lt, Newworld hotel-HCM, Purest Spa, Lili spa, Nha

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khoa thm m Vit c, Peacful resort Phan thitKhch hng chc chn s hi lng vi

nhng dch v tuyt vi km mc gi cc k u i.

Dch v du lch trong nc, quc t. Nhommua.com cung cp nhng tour xuyn vit,

tour chu u Phi M. Khch hng t tour qua in thoi hoc click chut m khng cn

nhng th tc phin phc m vn m bo cht lng tour uy tn. Viettravell, Th h tr, Thanh

nin

Bn cnh l v s nhng sn phm, dch v t sch a, high tech, m phm. Khi truy

cp nhommua.com khch hng ty chn sn phm, dch v theo thch. Tt c thng tin cn

thit v sn phm, dch v khch hng yu cu; thi lng v s lng voucher cung cp s

c cp nht y chi tit to thun li cho khch hng ty chn.

2.6.2. Chin lc gi

Chnh lc gi c hp l v c tung ra vo ng thi im, cng ty lun cam kt mang

n cho khch hng nhng sn phm, dch v c gi gim t 40-90% khng ch so vi gi thc

t, m cn cam kt mc gi thp hn bt c i th cnh tranh no. Chng hn, ch vi 99.000

VND, khch hng s s hu voucher tr gi 250.000 tit kim ln n 60% .

Bn cnh , cc voucher ca nhommua tung ra u c mc gi ht sc d chu t vi

chc n vi trm nghn, ch tr mt s sn phm du lch c gi ln n vi triu. Chnh iu ny

em li mt tm l ho hc cho khch hng v ai cng c th tham gia mua sn phm . C th

thy chin lc v gi ca nhmmua chnh l cha kha thnh cng tin quyt ca website nycng nh m hnh kinh doanh Groupon.

2.6.3. Chin lc phn phi

Cc hnh thc giao v thanh ton:

Giao voucher tn ni cho khch hng, min ph giao hng 100%

Khch hng n ti tr s ca Nhommua thanh ton v nhn voucher

Thanh ton qua v in t/ATM/VISA-MasterCard

Nhommua.com pht trin 2 thnh ph ln l H Ni v TP HCM v nhng khu vc lncn 2 thnh ph ny. Vn phng i din ca nhommua.com t ti Ta nh Vincom, Tng 14,

72 L Thnh Tn, P.Bn Ngh, Q. 1, HCMC

in thoi: (848) 7 305 6616 - Fax: (848) 3 744 6619

Khc vi nhng doanh nghip kinh doanh nhng sn phm c th - h thng phn phi

c phn chia c th t Tng cng ty n cc nh phn phi s v l, nhommua.com xy dng

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h thng giao hng tn ni v ch c duy nht mt a im nhn trc tip voucher l tr s

chnh. c bit m rng phng thc thanh ton bng v in t nhm to iu kin khch

hng mua voucher mi lc mi ni d dng.

2.6.4. Chin lc xc tin

T qu trnh hnh thnh v pht trn cho n nay, Nhommua.com pht trin v

s cc chng trnh xc tin, vi mong mun n c gn hn vi khch hng ca

mnh.

- Gim gi u i cho khch hng mi ng k thnh vin ti nhommua.com

- Lin kt vi website tailieu.vn; tng ngay ti khon VIP 15 khi

ng k thnh vin ti nhommua.com

- Bc thm trng thng: Vespa LX, Ipad, Iphone 4; vng nh k hoc cc dp khai

trng chi nhnh

- S dng Facebook lin kt, tip thu kin khch hng

- Qung co qua cc website, mng x hi facebook, yahoo

- Poster ti cc cao c, vn phng nm ti nhng v tr trung tm TPHCM

- Ti tr chng trnh gii tr ang thu ht gii tr: Sng bng sc sng; cc

chng trnh D Tic

- i ng nhn vin nhit tnh, h tr khch hng 24/24

2.6.5. Con ngi v h thng (People & Process)

y l nhm chin lc th hin tinh thn c bn ca qun tr hin i l yu t Con

ngi v yu t H thng, c th v y nh l phn chm ca mt tng bng. Con ngi hay

Nhn s l yu t quan trng hng u trong vic 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.

Qui trnh h thng hay tnh chuyn nghip nhm chun ha b my hot ng cng nh

nng cao nng lc cnh tranh ca doanh nghip. Nh vy qua cc hot ng marketing trong

thi gian qua, ni cch khc nhng g thy c t phn ni ca tng bng t nhiu chng ta

c th hnh dung c s chuyn nghip ca Nhommua.com.

2.6.6. Yu t trit l (Philosophy)

cp chin lc ny l cp ca t tng, trit l, vn ha trong mt t chc, bao

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gm cc yu t v s mnh v tm nhn ca doanh nghip. Tip th u tin l mt trit l, mt

thnh phn quan trng trong vn ha doanh nghip m mi thnh vin phi hiu v thc hin, n

nh hng trong vic tm hiu nhu cu v lm tha mn nhu cu khch hng. Nhommua.com

th hin iu ny vi tng qung co n tng thng qua cc website uy tn c ng o

mi ngi bit n, km theo mt thng ip ngn gn nhng rt sc tch Gim gi n 90%

phn nh phng chm hot ng ca Nhommua.com l lun tm ra cho khch hng nhng sn

phm c cht lng cao vi mc gi cc r. iu ny nh trng vo tm l thch dng hng

r, p, bn ca ngi Vit, cng nh xoa du bt phn no sc nng ca vic lm pht v gi c

leo thang. Vi cam kt cho cht lng ca tt c sn phm bn ra ch ko phi nh cu tc ng

Ca r l ca i Nhommua.com gy dng c lng tin cng nh to nn s yu thch

trong lng khch hng.

C th thy rng Nhommua.com v ang xy dng, ng dng v trin khai m hnhchin lc marketing 7P mt cch ton din v h thng, bc u to nn mt du n i vi

khch hng mc tiu cng nh s n nhn tch cc t pha th trng v cng ng. Mong rng

Nhommua.com s tip tc m rng ph sng ngy cng rng hn, bn cnh cng nn lin

tc nng cao cht lng dch v v lun mang n nhng hot ng tip th mi l, c o, to

sc hp dn gia thng hiu Nhommua.com v khch hng trong thi gian sp ti v cng

l ngun gc ca s pht trin bn vng v thnh vng.

2.7. Bo co ti chnh m bo cht lng ca sn phm, dch v, Nhommua.com ch lm vic vi

cc doanh nghip uy tn m bo cht lng sn phm v dch v m cung cp l tt

nht vi mc gi tht r, tit kim ti a cho ti tin ca ngi tiu dng, gip ngi tiu

dng c c hi mua sm, tri nghim v khm ph nhng dch v, sn phm mi trong

nhiu lnh vc. Do hu ht cc s lng voucher a ra cho mi t u bn ht v

hu ht khng c tnh trng hy deal, thm ch c nhng mt hng ch bn ht ngay sau

2h n 3h k t khi ng bn.Theo nghin cu ca nhm chng ti, th nhommua.com thng chy mi chng

trnh trong vng khong 5 ngy cho n khi s lng voucher c bn ht

Ti khu vc TP H Ch Minh, vi mc chit khu khong t 5% n 10% gi tr

trn mi voucher ( ty theo sn phm ). Nhm mua s nhn c:

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250.000 / voucher cho tt c cc mt hng n ung, dch v, tiu dng (1)

450.000/ voucher cho tt c cc mt hng du lch, hc t p(2)

Mi t nh vy, chng trnh c thc hin trong vng khong 5 ngy ng

thi s lng voucher bn ra c khong t 2000 n 2500 i vi loi (1), t 700 n1000 i vi loi (2)

Do doanh thu m nhm mua ta ra mi t cho tt c cc sn phm :

(250.000 x 2000+450.000x700) =815..000.000

(250.000 x 2500 +450.000x1000) = 1.075.000.000

V trong mt thng thc hin khong 6 t, doanh thu ti a bn thnh ph t

khong t 4.800.000.000 n 6.450.000.000

Ti a bn H Ni, s lng voucher bn ra khong t 1200 n 2000 i viloi (1) v v khong 600 cho loi (2) ,nhm mua nhn c:

280.000/ voucher cho tt c mt hng loi (1)

500.000/voucher cho tt c mt hng loi (2)

Doanh thu t c cho mi t:

280.000 x 1200 + 500.000 x 600 = 636.000.000

280.000 x 2000 + 500.000 x 600 = 860.000.000

Trong thng thc hin khong 6 t, doanh thu ti a bn H Ni t khong t4.000.000 n 5.100.000 mi thng

Vy tng doanh thu trong thng ca nhommua se dao ng t khoang

9.000.000.000 n 12.000.000.000

Do , c th tm tt tnh hnh doanh thu ca nhommua trong thng qua bng sau:

TP HCM Ha nin ung Du lich n ung Du lich

LN/vc 250.000 450.000 280.000 500.000SL vc 2000 2500 700 1000 1200 2000 ~600DT 4.800.000 6.450.000.000 636.000.000

860.000.000TDT 9.000.000 12.000.000

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Theo s liu thc t, vo 9/2011 Nhommua.com ti TPHCM bn ra c

111053 Voucher v doanh thu t 10.072.325.000 VN v tit kim cho khch hng

23.365.955.000 VN

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2.8. Chng trnh hnh ng

CHNG TRNH HNH NG QU IV/2011

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32

Thng Chng

trnh

Ni dung Thi gian Ch thch Ngn sch

09/11 Khch hngmay mn

Rt thm trng 10 cpv xem Gravity Tourca Westlife khu F: 10 gii c bit: 10cp v Gravity Tour,khu F 10 gii nht: IpodNano 8GB

10 gii nh: tikhonNhommua.com.comtr gi 2.000.000VND/tk 50 gii may mn: tikhonNhommua.com.comtr gi 500.000VND/tk

ng k thamgia: 20/09 27/09/11Thng bo ktqu: 28/09/11

20.000 lt thamgia/tun

10 cp v khu F12.000.000VND10 Ipod Nano 829.800.000VNDTi khonNhommua.com45.000.000VNDQung co

topbanner trnnhaccuatui, yeahyeuamnhac:30.000.000 VND 116.800

0 VND

- Tri nkhchhng thnthuc vi tc:Qu III

- Cu lc b

khchhng VIP- Chc

mng sinhnht khchhng.

- Hng u i gim10% ma gi muacoupon.

- T chc d tic tiDiamond Place.

- Mi ca s Khi My,Khc Vit.

- Tng gii thng maymn: 1 gii c bit:

chuyn du lch HnQuc 3 ngy 2 mcho 2 ngi tr gi269 USD 5 gii may mn: 5ti khonNhommua.com trgi 500.000 VND/tk

- Hng u i gim

50% mc gi muacoupon.

- Tng hoa v thip chcmng.

Ti ngy14/09

- 200 khch +i tc

- Nhn cnhiu s quantm t cngng, gia tngnhn bitthng hiu.

Tng cng shi lng vtrung thnh ca

khch hng.

- Tic:50.000.000D

- Ln bi (b30.000.000VND

- Gii thng5.500.000 +2.500.000VND

- Vn ngh, gtr: 5.000.0VND 93.000.

VND

- Thay i tytheo quy mlng khchhng thn thu

Xc tinthng mi

- Tm kim cc nh phnphi uy tn trong cclnh vc mi nh sch,vn ti, gia dng, : Cc cng ty vn ti

ln DHL, UPS, TNT,; nh xut bn sch

M rng cc miquan h hp tc,lm n tt p vli ch.


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CHIN LC PHNG TIN TRUYN THNG

Phng tin Thng 9 Thng 10 Thng 11 Thng 12 Ngn schQung co:

Bo giy Bo in t: e-banner Socail network: FB,blog, twitter

*****

*****

*****

*****

*****

*****

*****

*****

Qung cotopbanner10.000.000VNDang

Adwords ***** ***** ***** ***** Mua gi qung cBusiness caGoogle: 250$/3thng

TV: pop-up (yantv,

yeah1, mtvvietnam)

*** *** *** *** Gi pop-up ng

qung co khunggi vng:5.000.000VND/l1 ln/ngy/knh.

E-mail, SMS hu ch ***** ***** ***** *****Ngoi triPhng tin vn ti cngcng: busTi tr, event **** **** *** *****

*****: mc hot ngBng 2: Chin lc phng tin truyn thng.

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CHNG 3 : MT S XUT NNG CAOHIU QU MARKETING

C th ni tng v m hnh ca Groupon c cc trang website khc angnhn rng mt cch nhanh chng, hu ht cc website u c thit k v b cc chng

khc l bao so vi bn gc, c chng th cng ch l logo, mu sc v thm nm ct gt

cht xu. Thm ch c nhng website cn sao chp c mu sc v phong cch ca bn gc

v ch thay mi logo ca mnh vo. tng v m hnh ca Groupon rt n gin, c th

copy rt d dng, nhng thnh cng ca Groupon th liu c th copy c khng? Cu

tr li hin nay l c, v theo thc t mt s website m phng t c nhng thnh

cng bc u.

thnh cng, 2 iu kin cn u tin: tm c v thuyt phc nhng nh cung

cp ng a ra mc gim gi tht cao; thu ht tht nhiu ngi mua. Hai iu kin

cn ny c quan h h tr cho nhau: tm c nhng khuyn mi gim gi mc cao th

s d dng thu ht nhiu ngi mua, v c nhiu ngi mua th s d i m phn thng

lng cc nh cung cp ng a ra mc gim gi cao. Ngoi ra cn nhng iu

kin khc nh thit k, bo tr web, cc phng thc tuyn truyn qung co, dch v

chm sc khch hngNhng suy cho cng, nhng iu kin khc cng ch l

xoay quanh phc v 2 iu kin cn u tin v cng l quan trng nht trn m thi

Sau gn mt nm xut hin, m hnh bn hng theo nhm ti Vit Nam r rng

ang c c thnh cng bc u. Mc tiu ny ch c th thc hin khi gii php thanh

ton, giao nhn hng... c gii quyt tt bn cnh vic to ra c nhng nt ring

bit, hp dn. M mt phn trong chnh l s nhy bn, thng minh khi trin khai

cc giao dch hp dn n ngi dng trong nc.

Nhn chung khng c s khc bit nhiu gia cc trang web. Do vy, s trung

thnh ca khch hng i vi mt trang web no th gn nh khng c. vt qua

giai on suy thoi v bc ph ln th c l cn xa, nhng ngay t gi, Nhommua.com

cn to c li th cnh tranh v s khc bit thu ht khch hng. C rt nhiu cch

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nh:

- Cung cch phc v ca nhn vin.

- Hnh thc thanh ton hiu qu.

- a dng ho sn phm v dch v.- Cam kt ca nh cung cp v bn trung gian v cht lng sn phm, dch v.

- Hnh thc gi chn khc hng nh tch lu im, th thnh vin.

- C th xy dng trang web chuyn bit v cung cp coupon thi trang, ni tht,

hng in t thay v cung cp trn lan sn phm v dch v nh ngy nay.

Vic xy dng thng hiu hay hnh thc kinh doanh no cn phi c nn tng

vng chc, nu ch cnh tranh da trn gi c th ti mt lc no khi ti giai on bo

ho th vin cnh suy thoi v tt dc hay tip tc bc ph tn ti, pht trin s l ktqu ca qu trnh xy dng ban u. lm c iu ny khng phi l iu d dng

trong giai on hin ti nhng y s l mt thch thc th v cho nhng ai yu thch

kinh doanh qua mng, xy dng thng hiu, internet marketing th sc.

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PHN KT

Ngy nay vi s pht trin mnh m ca khoa hc k thut c bit l lnh vc

cng ngh thng tin, cc dch v cung cp cng nh tin ch ngy cng phong ph, a

dng, khng nhng p ng nhu cu cp thit m cn nng cao mc sng ca con ngi

mt cch ng k. Vi tc phong cng nghip, xem khch hng l thng ,

Nhommua.com to c s bc ph trong lnh vc thng mi in t, mang n tn

tay khch hng hng lot sn phm dch v vi gi c phi chng, ph hp vi mc sng

ca ngi tiu dng trong bi cnh nn kinh t ang g p nhiu kh khn.

Bng cch xc nh mc tiu v chin lc marketing r rng v thc hin mt

cch hiu qu, Nhommua.com nh v c thng hiu ca mnh trong tm tr khch

hng ti th trng Vit Nam ng thi ang ngy cng gia tng v th v uy tn ca mnh

trn trng mua bn online.

Bn cnh vic duy tr v pht trin kinh doanh, ti u ha li nhun, Nhommua.com

khng ngng ci thin nng cao quan h vi khch hng nhm to nn s khc bit cho

thng hiu ca mnh.

Trong tng lai, Nhommua.com s cn m rng hn na nhng ng dng nhm

tha mn ti a nhu cu cho khch hng. y l yu t then cht gp phn xy dng mt

Nhommua hng mnh, kh nng m rng quy m mang tm c quc t.

hon thnh bi tiu lun ny, nhm xin gi li cm n chn thnh n Thy Trn Phi

Hong, ngi ging dy v hng dn nhit tnh chng ti c th hon thin bi nghin

cu ny. Chng ti rt mong nhn c nhng kin ng gp t pha Thy v cc bn

chng ti c ci nhn y v ng n hn trong vn ny.

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TI LIU THAM KHO

1. Bi ging Qun tr Marketing ca Th.S Trn Phi Hong

2. Marketing Management Philip Kotle

3. Gio trnh nghin cu Marketing ca H Cng Nghip TPHCM

4. Tp ch Echip

5. Tailieu.vn6. Ebook.edu.vn

7. Thuvienso.info

8. Thuviendientu.org

VanLuong.blogspot.com Nhommua

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