Lựa chọn thị trường mục tiêu của các công ty trách nhiệm hữu hạn kinh doanh vật tư xây dựng trên địa bàn hà nội

KfcT cau luan van Ten luan van: LUA CHON THI TRU’dNG MUC TIEU CUA CAC CONG TYTNHH KINH DOANH VAT TUXAY DUNG TREN DIA BAN HA NOI Ngoai phan mb dau, ket luan, phu luc va danh muc cac tai l

BO GIAO DUC VA DAO TAO • • • DAI HOC KINH t£ QU6c DAN HA NOl

VU THI MAI ANH

LUA• • • •CHON THI TRUING MUC H I RE CUA CAC CONG TY TRACH NHIEM HUU HAN • • • ; •KINH DOANH VAT T U XAY DUN ’ G

tr E n dia ban ha n O i

LUAN VAN THAC Sf QUAN TRI KINH DOANH

CHUYfiN NGANH:QUAn TM KINH DOANH THtfONG MA I

HA nOi - 2003

BO GIAO DUC VA DAO TAODAI HOC KINH TE QUOO DAN HA NOI

LUA CHON THI TRUONG MUC TIEU CUA CAC CONG TY TRACH NHIEM HUU HAN KINH DOANH VAT TV XAY DUNG TREN DIA BAN

HA NOI

LUAN VAN THAC SY QUAN TRI KINH DOANH

CHUYEN NGANH: QUAN TRI KINH DOANH THUONG MAI

GIAO VIEN HUONG DAN: PGS.TS NGUYEN XUAN QUANG

TS NGUYEN THI XUAN HUONG

HA NOI 8/2003

J—Ci ca m dn

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d ti rian g mai, n/rrin g ng ri d i da t an i tint gidn g da g ca g i d / i da t oi t iong ttid i gra n oe

f a/t t ai ttorian g de t oi co da tie n i f/tric /loan t tiien ta an can

d im d t JVg t uyeni ttii Ar i a n At riO ng, n d iring n grtdii da t/r rio tit jfi hiri d ng dan toi thirie tiien

t na n can

mai d V Xidt Qa ang, %ong t g dLMXC O fon g A(d ca m ot b ocong tg tt r dc, n h i ring ng ridi

MUC LUC

Trang

1.1 THI TRUONG MUC TIEU VA VAI TRO CUA THI TRUONG MUC TIEU

TRONGHOAT DONG KINH DOANH CUA DOANHNGHIEP 6

1.1.1 Khai niem ve thi tru i ng va thi tru i ng muc tieu cua doanh nghiep 6

1.1.2 Vai tro cua viec xac dinh thi truong muc tieu trong hoat dong kinh doanh cua doanh nghiep 12

1.1.3 Tieu thuc danh gia tiem nang thi truong muc tieu va cach xac dinh 14

1.2 HOAT DONG LUA CHON ^HI TRUING MUC TIEU CUA DOANH 15 NGHIEP 1.2.1 Xac dinh tiem nang va muc tieu kinh doanh cua doanh nghiep 15

1.2.2 Nghien cuu thi truOng rong 18

1.2.3 Phan tich thi truOng san pham chung 19

1.2.4 Phan tich thi truong san pham 20

1.2.5 Phan doan thi truOng, xac dinh cac thi truOng thanh phan 2 2 1.2.6 Lua chon thi truOng muc tieu va sap xep thu tu uu tien 26

1.3 cac NHAN TO co ban ANH HUdNG den qu a TRINH LUA CHON THI TRUONG MUC TIEU CUA DOANH NGHIEP 34 1.3.1 Nhom nhan to khach quan 34

1.3.2 Nhom nhan to chu quan 3 9 CHUONG 2: THUC TRANG KINH DOANH VA HOAT DONG LUA CHON THI TRUONG MUC TIEU CUA CAC CONG TY TNHH KINH DOANH VAT LIEU XAY DUNG TREN DIA BAN HA NOI 44 2.1 THI TRUONG VAT LIEU XAY DUNG HA NOIVA DAC DIEM CUA CAC CONG TY TNHH KINH DOANH VAT LIEU XAY DUNG TREN DIA BAN HA NOI 44 2.1.1 Dac diem thi truOng vat lieu xay dung Ha Noi 4 4 2.1.2 Dac diem cua cac cong ty TNHH kinh doanh vat lieu xay dung tren dia ban Ha no i 62

2.2 THUC TRANG LUA CHON THI TRUONG MUC TIEU VA TAC DONG

CUA NO DEN KET QUA HOAT DONG KINH DOANH CUA CAC CONG

TY TNHH KINH DOANH VAT LIEU XAY DUNG TREN DIA BAN HA NOI 73

2.2.1 Thu r trang lua chon thi truong muc tieu cua cac cdng ty TNHH kinh

doanh vat lieu xay dung tren dia ban Ha No i 7 3

2.2.2 Phan tich anh huong cua cong tac lua chon thi truong muc tieu den ket qua

hoat dong kinh doanh cua mot so cong ty TNHH kinh doanh vat lieu xay

dung tren dia ban Ha Noi (lay cong ty TNHH Bach Son Tung lam vi du ) 86

2.3 NHAN XET- DANH GIA CHUNG VE HOAT DONG LUA CHON THI

TRUONG MUC TIEU CUA CAC CONG TY TNHH KINH DOANH VAT

2.3.1 Diem manh 94 2.3.2 Diem yeu 9 5

2.3.3 Nguyen nhan ton tai 96

TIEU CUA CAC CONG TY TNHH KINH DOANH VAT LIEU XAY DUNG

3.1 xu huong phat trien hoat dong kinh doanh cua cac cong

TY TNHH KINH DOANH VAT LIEU XAY DUNG 2000-2010 9 8

3.2 QUAN DIEM CHUNG VE LUA CHON THI TRUONG MUC TIEU CUA

CAC CONG TY TNHH KINH DOANH VAT LIEU XAY DUNG TREN DIA

3.3 GIAI PHAP CO BAN HOAN THIEN LUA CHON THI TRUONG MUCTIEU

CUA CAC CONG TYTNHH KINH DOANH VAT LIEU XAY DUNG TREN

3.3.1 Cac giai phap ve nghien cuu thi truong, nghien cuu tiem nang va muc tieu

cua doanh n ghiep 10 3

3.3.2 Cac giai phap ve hoan thien quy trinh danh gia thi truong muc tieu 107 3.3.3 Cac giai phap ve hoan thien lua chon thi truOng muc t ieu 109 3.3.4 Giai phap khai thac thi truong muc tieu 111

3.4.1 Dieu kien thuoc moi truong ben ngoa i 12 1 3.4.2 Dieu kien thuoc noi bo cong ty 12 2

DANH MUC BANG BIEU, HINH VE TRONG LUAN VAN

Hinh 1.2 Tien dong ehuydn hoa tap khach hang tren thi truOng 12

Hinh 1.4 Nam luc lupng quyet dinh muc do hap dan ve co cau cua thi truong 28

Hinh 1.7 Cac buoc nghien cuu va xac dinh thi truong muc tieu 33Bieu2.1 Dien tich nha d xay dung moi tai Ha Noi th 1995-2002 46Bieu2.2 San pham vat lieu xay dung chu yeu trong nudc th1995-2001 52 Bieu 2.3 San pham vat lieu xay dung chu yeu tren dia ban Ha Noi th 1995-2002 53Bieu2.4 So' lupng nhap khau cua Viet Nam th 1995-2001 56Bieu 2.5 So lupng doanh nghiep trong khu vuc kinh te tu nhan thanh lap tren dia

banHa Noi trong 2 nam 2000-2001

64

B i eu 2.6 So lupng doanh nghiep trong khu vuc kinh te tu nhan tang von tren dia

ban Ha Noitrong 2 nam 2000-2001

Bieu2.9 Su ton tai chien lupc kinh doanh taimot so cong ty TNHH kinh doanh

vat lieu xay dung tren dia ban Ha Noi

76

Bieu2.10 Tinh hinh nhan su tham gia lua chon thi truong muc tieu cua mot so

cong ty TNHH kinh doanh vat lieu xay dung

77

Bieu 2.11 Cach thuc thu thap va xh ly solieu cua mot so cong ty TNHH kinh

doanh vat lieuxay dung

78

Bieu 2.12 Tinh hinh sh dung cong cu danh gia thi truOng tiem nang cua mot so

cong ty TNHH kinh doanh vat lieu xay dung

80

Bieu2.13 Ket qua lua chon thi truong muc tieu cua motso cong ty TNHH kinh

doanh vat lieu xay dung tren dia ban Ha Noi

81

Bieu 2.14 Thi truOng muc tieu cong ty BachSon Tung lua chon th 2000-2002 84

B ieu 2.14 Bao caoke't qua hoat dong kinh doanh cua cong ty TNHH Bach Son

Tung trong 3 nam 2000-2002

DANH MUC CHU VIET TAT DUNG TRONG LUAN VAN

&/2003 Luari van Cao hoc K9

va sang lao, cac Cong ty TNHH da dong gop ngay cang nhicu vao tang thu nhap binh quan ddu ngudi, giam ty lc that nghiep, niing cao dang kc nuic song cho mot

bo phan khong nhd dan co Tong thu cua cac cong ty ngay cang chiem ty trong dang ke trong thu nhap quoc dan va ty le thuan vdi dong gop cho ngan sach Nha nude Viec chinh phu to clitic nhung cuoc gap, doi thoai true tiep hang nam vdi cac doanh nghiep tai Ha Noi va TP.Ho Chf Minh da chung to su bien chuycn ldn trong chinh sach Tai nhung cuoc gap go nay, cd mat day du nhung thanh phan cao nhfit cua chinh phu, cac liiep hoi va doanh nghiep va dac biet la su cd mat rat dong cac doanh nghiep ngoai quoc doanh Trong 3 nam thuc hien Luat Doanh nghiep, da cd 60.000 doanh nghiep mdi thanh lap, dua tong so doanh nghiep trong ca nude len 90.000 don vi, trong do co tren 5.000 doanh nghiep nha nude, tren 80.000 doanh nghiep dan doanh Dai hoi lan thu’ IX cua Dang da khang dinh dudng loi, chinh sach phat trien nen kinh te thi trudng dinh hudng xa hoi chu nghia, du’a vao dong luc chu yeu la sii’c manh dai doan ket dan toe, phat huy nguon lu’c cua moi thanh phan kinh te trong moi truong hop lac, canh tranh binh dang theo phap luat Dudng loi do dang dupe the che hoa nham hoan thien khung phap ly cho su phat trien manh me cua cac doanh nghipp va cho su hinli thanh dong bo kinh te thi trudng, khac phuc moi su ky thi da ton tai lau nam trong co che cu doi vdi kinh te dan doanh va doi vdi thi trudng Thuc tiPn cua qua trinh ddi mdi cang lam sang to tu tudng: su nghiep dan giau, nude manh doi hoi phai xay dung luc lupng xung kfch hung hau la doi ngu doanh nghiep va doanh nhan

3/2003 Luan van Cao h oc K

co y chi khao khat lam giau cho minh va cho dat nudc, co tinh than dung cam, dam mao hiem trong dau tu phat trien san xuat- kinh doanh, co tam nhin chien luoc va y thuc kinh doanh dung phap luat vdi phuong thuc kinh doanh nang dong sang tao

Hien nay, Ha Noi vdi vi tri la thu do, trung tam chfnh tri- kinh te cua Viet Nam, ben canh cac doanh nghiep nha nudc co vai tro tru cot, da co nhieu doanh nghiep thuoc dang vua va nho kinh doanh nang dong va mot so doanh nghiep tu nhan trong- ngoai nudc dau tu quy mo ldn loi kco cac doanh nghiep khac cung phat trien, tao nen chuyen bien dang ke ve kinh te va gop phan giai quyckvan de

xa hoi bu'c xuc d dia phuong Chfnh nhung doanh nghiep nay da neu ra nhung van de bu'c xuc con ton tai trong co che va nhung thac mac nay cung da duoc ghi nhan va giai quyet Ro rang la, chfnh phu Viet Nam da danh cho cac doanh nghiep ngoai quoc doanh mot vi trf nhat dinh trong su phat trien cua nen kinh te Mot trong nhung van de con ton tai cua hau het cua cac cong ty TNHH thuoc dang doanh nghiep vua va nho la nang cao sue canh tranh De suc canh tranh cua

timg doanh nghiep duoc nang len thi ho khong the khong tim hieu ve marketing trong do nhung van de ve thi trudng can duoc quan tam dung muc Tuy nhien, trong qua trinh thuc hien thi cac doanh nghiep nay da vap phai rat nhieu kho khan do chua ket hop duoc giua thuc tidn va ly thuyet Nham giai quyet nhung vudng mac trong qua trinh tim kiem thi trudng muc tieu cua mot so doanh nghiep TNHH hien dang kinh doanh trong linh vuc vat lieu xay dung- mot linh vuc dang

co nhieu bien dong va phat trien rat manh me trong thdi gian qua, toi da chon de tai: “Lua chon thi trudng muc tieu cua cac cong ty trach nhiem huu han kinh doanh vat tu xay dung tren dia ban Ha No i ” de gop phan giai quyet mot so vudng mac trong cong tac tim kiem thi trudng, nang cao hieu qua kinh doanh va thuc day su phat trien cua cac cong ty TNHH kinh doanh vat tu xay dung dac biet

la cac cong ty TNHH kinh doanh vat lieu xay dung noi rieng va nen kinh te HaNoi noi chung

& I200 3 L an v an Cao hoc K9

2 MUC TIEU NGHIEN CUU

Dd tai duqc nghien cu’u nham he thong hoa cac van de ly luan vd xac dinh va lua chon thi truOng muc tieu, gop phan giup cho viec xac dinh-lua chon thi truOng muc tieu cua cac doanh nghiep tu nhan trong hoat dong kinh doanh Dd tai cung dat ra cac van dd can giai quyet trong thuc trang lua chon thi truOng muc tieu va tac dong cua no den hoat dong kinh doanh d cong ty TNHH Bach Son Tung (vf du) va th do dd ra cac giai phap hoan thien hoat dong tim kiem va lua chon thi truOng muc tieu cua cac cong ty TNHH kinh doanh vat lieu xfty dung

3 DOT TVONG NGHIEN CUU VA PHAM VI NGHIEN CUU

3.1 Doi tuo ' ng nghien cu ’ u

- Ly thuyet vd thi truOng va lua chon thi truOng muc tieu o cac doanh

nghiep

- Thuc trang lua chon thi truOng muc tieu cua cac cong ty TNHH kinh doanh vat lieu xay dung tren dia ban Ha Noi Khao sat hoat dong lua chon thi truOng muc tieu d mot so cong ty TNHH dac biet la cong ty TNHH Bach Son Tung nham tim ra nhung van dd, dac diem, xu hudng chung vd lua chon thi truOng muc tieu cua cac cong ty TNHH kinh doanh vat lieu xay dung tren dia ban Ha Noi

- Cac nhan to co ban anh hudng toi lua chon thi truOng muc tieu cua cac cong ty TNHH kinh doanh vat lieu xay dung tren dia ban Ha Noi

& /20 03 Lu^n v an Cao hoc K9

- Trong tarn nghien cu’u cua de tai la lua chon thi trudng muc tieu d cac cong

ty TNHH kinh doanh vat lieu xay dung tren dia ban Ha Noi (lay vf du cu the d cong ty TNHH Bach Son Tung) Thi trudng vat lieu xay dung Ha Noi

va tiem nang kinh doanh cua cac cong ty TNHH kinh doanh vat lieu xay dung tren dia ban Ha Noi duoc nghien cdu vdi tu cach la moi trudng va dieu kien de lua chon thi trudng muc tieu cua doanh nghiep

- Thuc trang lua chon thi trudng muc tieu tai mot so cong ty TNHH kinh doanh vat lieu xay dung tren dia ban Ha Noi

4 PHUONG PHAP NGHIEN CUU

De dat duoc muc dfch, luan van da su dung tong hop cac thong tin can thiet ve

su hoat dong, tang truong va phat trien cua cac cong ty TNHH noi chung va cong

ty TNHH kinh doanh vat lieu xay dung noi rieng Bang cac phuong phap khac nhau nhu: thong ke, tong hop thong qua cac tai lieu duoc cong bo chfnh thuc, tap hop nhung thong tin nhieu chieu, co dong mang tfnh tong hop, phan anh toan canh van de nghien cuu, co tfnh chat thuc te, khai quat, dai dien cao Tren co sd

do tien hanh thong ke, tong hop, so sanh, khai quat hoa va ap dung cac mo hinh toan phan tfch nham dua ra nhung giai phap hop ly, thiet thuc, co hieu qua gdn lien vdi thuc te' doanh nghiep

5 DONG GOP CUA LUAN VAN

Dua ra khai niem, khai quat tinh hinh thuc te' va xu hudng phat trien cua loaihinh cong ty TNHH tren dia ban Ha Noi

- He thong hoa va tong hop nhung van de ly luan chung ve thi trudng muc tieu, noi dung co ban cua qua trinh xac dinh thi trudng muc tieu, quy trinh timkiem thi trudng muc tieu

- Phan tfch tam quan trong cua viec xac dinh thi trudng muc tieu doi vdi cacdoanh nghiep

8>I2.OO3 Luan van Cao hoc K9

- Phan tich thuc trang tim kiem thi trudng muc tieu va quy trinh tim kiem thi trudng muc tieu cua cac cong ty TNHH kinh doanh vat lieu xay dung tren dia ban Ha Noi

- Dira ra cac giai phap nham hoan thien quy trinh tim kiem, lira chon va phuong phap lua chon thi trudng muc tieu cho cac cong ty TNHH

6 KfcT cau luan van

Ten luan van: LUA CHON THI TRU’dNG MUC TIEU CUA CAC CONG TYTNHH KINH DOANH VAT TUXAY DUNG TREN DIA BAN HA NOI

Ngoai phan mb dau, ket luan, phu luc va danh muc cac tai lieu tham khao, luan van gom 3 chuong:

CHUONG 1: LY LUAN CO BAN VE LUA CHON THI TRUONG MUC TIEUCUA DOANH NGHIEP

CHUONG 2: THUC TRANG KINH DOANH VA HOAT DONG LUA CHON THI TRU’dNG MUC TIEU CUA CAC CONG TY TNHH KINH DOANH VAT LIEU XAY DUNG TREN DIA BAN HA NOI

CHUONG 3: GIAI PHAP HOAN THIEN LUA CHON THI TRUONG MUCTIEU CUA CAC CONG TY TNHH KINH DOANH VAT LIEU XAY DUNGTREN DIA BAN HA NOI

1.1.1 Khai niem ve thi truong va thi trudng muc tieu cua doanh nghiep

1.1.1.1 Khai niem ve thi trttdng

Thi trudng la mot pham tru kinh te khach quan, gan bo chat che vdi khai niem phan cong lao dong xa hoi va san xuat hang hoa 0 dau co phan cong lao dong xa hoi va san xuat hang hoa thi 0 do co thi trudng” Cung vdi su phat trien cua san xuat va luu thong hang hoa, khai niem thi trudng co nhieu bien doi va ngay cang duoc bo sung hoan thien hon Su khac nhau khi su dung cac tieu thu’c mo ta va phan loai thi trudng doanh nghiep thudng duoc xuat phat th muc tieu nghien cuu

va nhiem vu can giai quyet

Theo goc do tiep can kinh te hoc co dien, thi trudng la noi didn ra cac qua trinh trao doi mua-ban, la tong so' va co cau cung-cau va dieu kien dien ra tuong tac cung- chu thong qua mua ban va tien te

Trong kinh doanh, ngoai thuoc tfnh ban chat kinh te tru'u tuong tren, thi trudng duoc xac dinh vua la nguyen nhan, vha la dong thai va dieu kien de cong

ly ton tai va phat trien kinh doanh Neu nhu tren goc do thi trudng xa hoi, thi trudng vha la mot tap hop bo phan cua moi trudng kinh doanh tong the, vu’a bao gdm nhung ket cau dong bo chu the, khach the, nhan tu giao tiep cung- cau, doi

&I2.003 Luan van Cao hoc K9

lupng, thdi gian, dia diem, each thuc Mat khac tren goc do thi trudng cua cong

nang va nhu cau co sure manh cua ho Vi vay co the tong hop hai khai niem thi trudng ma doanh nghiep co the phan dinh dupe

Theo goc dp thi trudng xa hoi tong the thi thi trudng dupe hieu la mot lap phiic hop va lien tuc cac nhan to moi trudng kinh doanh va cac quan he trao doi thuong mai dupe hap dftn va thuc hien trong mot khong gian mo, hull han cac chu the cung- cau va phuong thu'e tuong tac gitra chiing nham tao thanh didu kien ton tai va phat trien cho san xuat va kinh doanh hang hoa

Tuy nhien neu chi mo ta thi trudng tren nhung giac do nay, doanh nghiep kho

co lien quan Dac bipt, kho/khong the dua ra dupe cac cong cu dieu khien kinh doanh cd hieu qua

1.1.1.2 Thi trudng rd thi trudng muc tieu cua doanh nghiep

Thi trudng cua doanh nghiep con dupe xet theo nhidu each thuc va goc do khac nhau nhung each thuc thong dung va tong quat nhat la viec xem xet tren goc dp: thi trudng dau vao (nguon cung cap) va thi trudng dau ra (nguon tieu thu)

a) Tlii tru'd'ng dau vao

to kinh doanh cua doanh nghiep Khi mo ta thi trudng dau vao cua doanh nghiepthudng su dung 3 tieu thu’e co ban: san pham, dia ly va ngu’di cung cap

- Theo tieu thu’e dia ly:

+ Nguon cung cap trong nudc (noi dia)

+ Nguon cung cap ngoai nudc (thi trudng quoc te) va chi tiet hon

- Theo tieu thu'e san pham:

+ Thi trudng hang hoa- dich vu (cu the den dong/ ten cua san pham/dich vu)

+ Tlii trudng von (cu the den nguon von)

& 1200 3 Lu^n van Cao h oc K9

+ Thi trudng lao dong (cu the den loai lao dong ma doanh nghiep su dung)

Theo tieu thUc ngudi cung cap: cac nhom hang hoac ca nhan ngudi cung cap san pham/hang hoa co lien quan den cac yeu to dau vao cua doanh nghiep

Thong qua viec mo ta thi trudng dau vao cua doanh nghiep theo cac tieu thUc tren, cac tfnh chat, dac trung chung cua thi trudng:

+ Cung (quy mo/ kha nang dap Ung)

+ Canh tranh (mUc do khoc liet)

+ Gia (cao/ thap va bien dong)

Tuong Ung vdi no mdi that su co moi lien he truc tiep den quyet dinh kinh doanh cua doanh nghiep

Viec nghien cUu thi trudng dau vao la quan trong va dac biet co y nghia doi vdi su on dinh va hieu qua cua nguon cung cap hang hoa/ dich vu cho doanh nghiep cung nhu kha nang ha gia thanh va nang cao chat lupng san pham cua doanh nghiep

b) T h i tr tf d ng d au r a

Lien quan truc tiep den muc tieu cua marketing la giai quyet van de tieu thu san pham cua doanh nghiep Bat cU mot yeu to nao- du rat nho, cua thi trudng nay deu co the anh hudng d nhung mUc do khac nhau den kha nang thanh cong hay that bai trong tieu thu Dac diem va tfnh chat cua thi trudng tieu thu la co sd

de doanh nghiep hoach dinh va to chUc thuc hien cac chien lupc, sach lupc, cong

cu dieu khien tieu thu

De mo ta thi trudng tieu thu cua doanh nghiep, co the su dung rieng biet hoac ket hpp 3 tieu thUc co ban: san pham, dia ly va khach hang

- Thi trudng tieu thu theo tieu thu’c cac yeu to dau vao cua qua trinh san xuatkinh doanh:

Theo tieu thUc nay, doanh nghiep thudng xac dinh thi trudng theo nganh hang (dong san pham) hay nhom hang ma ho kinh doanh va ban ra thi trudng Tuy theo mUc do mo ta/nghien cUu ngudi ta co the mo ta d mUc do khai quat cao hay

cu the

&/2.003 Lusln van Cao hoc K9

Cach mo ta nay la don gian, dd thuc hien va thudng duoc sir dung nhung can

• luu y r^ng: chua/khong chi ro duoc doi tuong mua hang va dac diem mua sain cua ho nen khong dua ra duoc nhung chi dan can thiet cho viec xay dung chien luoc co klui nang thfch ling tot; vice mo ta thi trudng thudng dung lai d muc khai quat cao va thudng la tong lion thi tru’dng thfch hop cua doanh nghiep Do vay cac thong tin ve thi trudng dd bi sai lac, kem chinh xac

- Thi trudng lieu thu theo tieu thuc dia ly:

Theo lieu thuc nay, doanh nghiep thudng xac dinh thi trudng theo pham vi khuvuc dia ly ma ho co the vuon tdi de kinh doanh Tuy theo muc do rong hep cdtfnh loan cau, khu vuc hay lanli thd co the xac dinh thi trudng cua doanh nghiep:+ Thi trudng ngoai nude (thi trudng ngoai)

+ Thi trudng trong nude (thi trudng noi dia)

Tuong tu nhu tieu there san pham, xac dinh thi trudng theo tieu thiic dia ly la dd thuc liien Trong trudng hop nay cung edn chu y den nhung khfa canh nhu:

+ Phan tfcli thi trudng theo tieu thu'e nay thudng mang tfnh khai quat cao, kho dua ra duoc nhung chi dfm cu the ve nhu cau cua cac nhom doi tuong (khach hang) cd nhu cau rat khac nhau tren cung mot khu vuc dia ly Viec su dung cac cong cu dieu khien cua marketing- mix dd bi thieu hidu qua

+ Can chu y den mdi lien he giua do rong cua khu vuc thi trudng (theo cac thong

so dia ly) vdi kha nang (quy mo) cua doanh nghiep Su khong phu hop giua quy

mo doanh nghiep vdi do rong cua thi trudng se dSn den nhung sai lam nghiem trong trong vice xay dung va to chiic thuc hien chien luoc kinh doanh

- Thi trudng tieu thu theo tieu thiic khach hang vdi nhu cau cua ho:

Theo tieu thuc nay, doanh nghiep mo ta thi trudng cua minh theo cac nhom khach hang ma ho hudng tdi de thoa man, bao gom ca khach hang hien tai va khach hang tiem nang Vd ly thuydt, tat ca nhung ngudi mua tren thi trudng deu

cd thd trd thanh khach hang cua doanh nghiep va lnnh thanh nen thi trudng cua doanh nghiep Tuy nhidn nhu cau cua khach hang rat da dang Ho edn nhung san pham khac nhau de thoa man nhu cau trong khi doanh nghiep chi cd the dua ra

&I2.OO3 Lu^n van Cao hoc K9

thoa man ho mot hoac mot so san pham nao do De thoa man nhu cSu, khachhang co the’ co nhieu each thu’c mua sdm va suf dung khac nhau trong khi doanh nghiep chi co the lira chon va dap ung tot mot hoac mot so yeu cau vd each thu’c mua sam- sir dung nao do cua khach hang Dieu do din den mot thu’c te la hinh thanh nen thi trudng- nhung nhom khach hang ma doanh nghiep co the chinh phuc

Theo Mc.Carthy thi tlii trudng cd the duefe hieu Id cac nhom khach hang tiem nang vdi nhung nhu can tuang tu (giong nhau) vd nhung ngudi ban du'aja cac san pham kliac nhau vdi cac each thuc khac nhau de thod man nhu can do Muc tieu cua cong tac xac dinh thi trudng doanh nghiep nen dirpc xac dinh la tim

iikiem, lua chon thi trudng muc tieu Thi trudng muc tieu nen lay khach hang vdi nhu cau cua ho lam tieu thu’c chinh Do vay, theo Me.Cathy, thi trudng muc tieu

ductc hieu Id nhom khach hang tiem nang ma doanh nghiep muon chinh phuc.

Theo Philip Kotler thi vdi mot ngudi lam marketing, thi trudng Id tap hop

nhung ngudi hien dang mua vd nhung ngudi se mua mot san pham nhd't dinh Do

vay, khi tiep can vdi mot thi trudng san pham xac dinh, cac nha tiep thi ddu

- Dung lupng thi trudng cua mot san pham: mdi mot thi trudng deu dupe an dinh bdi mot khoi lupng hang tieu thu xac dinh (3 day, dung lupng thi trudng

- Thi trudng tiem nang ciia doanh nghiep la tap hpp nhung ngudi tieu dung thira nhan cd du mu’e do quan tarn den mot mat hang nhat dinh cua thi trudng Sir quan tarn cua ngudi tieu dung chua du de dinh rd mot thi trudng Nhung khach hang tiem nang dd con phai cd thu nhap du de mua mon hang dd Gia

&I2.003 Luan van Cao hoc K9

ca cang cao, luqng khach ngudi co the co du thu nhatp danh cho viec mua mon hang do cang ft, nhung rao chan tiep can con lam giarn quy mo thi trudng hern nua

- Tlii trudng hien co cua cong ty la mot tap xac dinh ngirdi tieu dung co quan tam, thu nhap va co kha nang tiep can mot san pham nhat dinh cua thi trudng Thi trudng hien co va du dieu kien la tap hop nhung khach hang cd quan tam,

cd thu nhap, cd kha nang tiep can va du dieu kien tharn gia doi vdi mot san pham nhat dinh cua thi trudng Den day, doanh nghiep phai lua chon xem nen theo duoi loan bo thi trudng hien cd va du didu kien hay chi tap trung vao mot phan doan nhat dinh cua thi trudng

■ Thi trudng muc tieu Id mot phan cua thi trudng hien cd vd du dieu kien ma mot doanh nghiep quyet dinh theo duoi Thi trudng muc tieu cung Id phan thi trudng ma trong do dang hodc se dieu ra cac qua trinh kinh doanh vd doanh nghiep co du an khai thde trong thdi gian trudc mat.

Tlii trudng hien huu (hay thi trudng da xam nhap) cua doanh nghiep la mot tap xac dinh ngudi tieu dung hien dang mua san pham cua doanh nghiep

5%

Hinh 1.1: Cau true bac thi trudng cua doanh nghiep

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Tap khach hang tiem nang cua doanh nghiep la bo phan chenh lech giua tap ngudi tieu dung cua thi trudng tiem nang va thi trudng hien htru ma doanh nghiep

co kha nang tac dong va chuyen hoa Tfnh chuyen hoa cua tap khach hang tren thi trudng duoc the hien nhu sau:

Hinh 1.2: Tien dong chuyen hoa tap khach hang tren thi trudng

- Hien huu cua cong ty Canh tranh

- Tiem nang cua cong ty Cong ty va canh tranh11

Tom lai, thi trudng muc tieu cua doanh nghiep co the hieu don gian la tap khach hang vdi nhu cau dong nhat ma doanh nghiep muon chinh phuc

1.1.2 Vai tro cua viec lua chon thi trudng muc tieu trong hoat dong kinh

doanh cua doanh nghiep

0 Viet Nam trudc day, vdi co che kinh te ke hoach hoa tap trung thi viec san xuat va kinh doanh cua cac doanh nghiep thudng khong gan lien vdi thi trudng, cac doanh nghiep khong dat nang van de san pham cua minh se duoc don nhan nhu the nao tren thi trudng Tuy nhien, tir khi Nha nude xoa bo bao cap, chuyen doi co che thi thi trudng vira la tien de, vita la muc tieu, vita la dieu kien va la dong luc cua qua trinh san xuat- kinh doanh Dong luc cua co che thi trudng la quy luat gia tri va quy luat canh tranh vdi ban chat van hanh thi trudng la su dieu chinh tu hanh, lap di lap lai va deu dan tren tat ca cac mat van dong cua cac pham trit kinh te, cac khau kinh doanh de dieu tiet co cau san xuat va thuong mai- dich vu; kfch thfch, hudng dao phat trien san xuat va tieu dung

&I2003 Luan van Cao hoc K9

Doanh nghiep thirong mai la to chiic kinh te hop phap chuyen kinh doanh de kiem ldi thong qua hoat dong mua- ban hang hoa hien vat tren thi trudng Thong qua boat dong mua-ban tren thi trudng, cac doanh nghiep vira lam dich vu cho ngudi ban (nha san xuat) vira lam dich vu cho ngudi mua (ngudi lieu thu) va dong thdi dap ung lpi fch cua chinh minh la co lqi nhuan Tat ca cac doanh nghiep, khi quyet dinh hoat dong trong mot thi tru'dng rong ldn gom nhidu loai khach hang khac nhau, cd the la cac khach hang sau: khach hang lieu dung cong nghiep, ngudi ban lai, cac to chiic phi lqi nhuan va chinh plni deu nhan thuc dupe rang doanh nghiep khong the dap ting dupe moi nhu cau Iren thi trudng bo'i tiem nang cua doanh nghiep luon iuon cd han Khach hang chi mua nhung san pham ma ho

ua thfch phu hop vdi nhu cau, thi hieu cua ho Lua chon thi trudng cua doanh nghiep theo tieu thu’c khach hang vdi nhu cau cua ho cd nhidu lpi the hon so vdi xac dinh thi trudng theo tieu thuc dia ly va va tieu thuc san pham vi nd cho phep doanh nghiep xac dinh cu the hon doi tupng can tac dong- khach hang, va tiep can tot hon, hieu biet day du hon nhu cau thuc cua thi trudng Vdi each xac dinh nay doanh nghiep cd the dua ra dupe nhung quyet dinh ve san pham, gia ca, xue ticn va phan pho'i dung hon, phu hop hon vdi nhu cau va dac biet la nhu’ng nhu cau mang tfnh ca biet cua doi tupng tac dong Mot so doi thu canh tranh se cd lpi the hon den viec phuc vu nhung nhom khach hang cu the cua thi trudng dd Thay

vi canh tranh Iran lan, ihudng chong lai cac khac biet hon han, doanh nghiep can nhan dang nhung phan hap dan nhal cua thi trudng ma doanh nghiep cd kha nang phuc vu dupe mot each cd hieu qua nhat Thay vi trai ddu nd lu'c cua minh tren toan bo thi trudng, doanh nghiep hoan toan cd the tap trung vao nhung ngudi mua

ma cong ty cd kha nang thoa man khach hang dupe nhidu nhat Dieu nay se lam doanh nghiep cd nhung tap khach hang muc tieu vdi khanang lua chon san pham cua cong ty ldn nhat ma khong phai ton nhieu nchi phi de phuc vu cho mot thi trudng long ldn vdi ket qua lpi nhuan khong chac chan Mdi doanh nghiep sc phai xac dinh dupe dau la phdn thi trudng hap dan nhat ma ho cd the phuc vu tot nhat ma phu hop vdi tiem nang, muc lieu, phuong hudng kinh doanh ldu dai cua

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doanh nghiep Tuy nhien trong nhieu trudng hop nha't la o cac doanh nghiep kinh doanh tu lieu san xuat thi viec ket hop ca ba tieu thu’e nay la can thiet trong do doanh nghiep co the lay tieu thu'e khach hang lam chu dao va hai tieu thuc dia ly

va san pham duoc sir dung bo tro de lua chon thi truong muc tieu chfnh xac hon

1.1.3 Tieu thuc danh gia tiem nang thi trudng muc tieu va each xac dinh

De xac dinh thi trudng muc tieu, ngudi ta co the sir dung nhieu phuong phap xac dinh khac nhau Mdi phuong phap deu co nhung u’u- nhuoc diem nhat dinh

va co kha nang ung dung trong nhung dieu kien nhat dinh Hien nay, cac doanh nghiep thudng su dung mot so phuong phap chu yeu sau:

1.1.1.1 Ude luong tong imic nhu cau thi trudng

- Trudng hop: so luong khach hang ly thuyet doi vcfi san pham cua doanh nghiep da xac dinh duoc, dong thdi nhu cau trung blnh cua cac nhom khach hang la thuan nhat, ta co cong thu’e:

X = N.X

X: nhu cau thi trudng cua mdi khach hang doi vdi san pham cua doanh nghiepN: so luong khach hang ly thuyet cua san pham

X: Nhu cAu thi trudng trung binh cua mdi khach hang

- Trudng hop: so luo’ng khach hang ly thuyet doi vdi san pham cua doanh nghiep da duoc xac dinh duoc nhung nhu cau trung binh cua cac nhom co can khac nhau, ta cd cong thu’e:

X = ZN,Xi

i=l

N,: so luong khach hang thuoc nhom co cau tluf i (i= 1 ,k)

X,: nhu cau trung binh cua mdi khach hang thuoc nhom co cau thii i

1.1.1.2 U'd'c luong so luong khach hang tiem nang cua doanh nghiep

& /2 0 03 L 3n v an Cao hoc K9

Trong thuc te, cac bao cao ban hang chi phan anh duoc tap hop khach hang hien tai cua doanh nghiep ma thoi va trong nhieu trudng hop tham chi' so lieu thong ke cua doanh nghiep cung khong phan anh day du bo phan khach hang nay Con doi vdi cac khach hang khong tieu dung tuong doi va khach hang cua doi thu canh tranh thi cac bao cao ban hang khong the phan anh duoc Vi the chi tieu nay can phai udc luong tren co so mot mSu dai dien cua dan cu (neu la hang tieu dung) hoac cua cac doanh nghiep (neu la tu lieu san xuat) cua thi trudng do

1.2.1 Xac dinh tiem nang va muc tieu kinh doanh cua doanh ngh i ep

Co hoi va muc tieu kinh doanh cua doanh nghiep luon phu thuoc chat che vao cac yeu to phan anh tiem nang cua cua mot doanh nghiep cu the Mot co hoi co the tro thanh "hap dan" vdi doanh nghiep nay nhung lai co the la "hiem hoa" doi vdi mot doanh nghiep khac vi nhung yeu to thuoc tiem nang ben trong cua mdi doanh nghiep Tiem nang phan anh cac yeu to mang tfnh chu quan va dudng nhu

co the kiem soat duoc 0 mot muc do nao do ma doanh nghiep co the su dung de khai thac co hoi kinh doanh va thu loi nhuan -

Tiem nang cua doanh nghiep khong phai la bat bien, co the phat trien theo hudng manh len hay yeu di, co the thay doi toan bo (tong quat) hay bo phan (mot vai yeu to) Trong thuc te, cac yeu to thuoc tiem nang doanh nghiep thay doi vdi toc do cham hon so vdi su thay doi lien tuc cua moi trudng kinh doanh va co the

& /2 003 Luan v an Cao h oc K9

han che kha nang phan u’ng linh hoat cua doanh nghiep trudc su thay doi cua co hoi kinh doanh Can co su danh gia dung tiem nang thuc tai va co chien luoc xay dung va phat trien manh tiem nang cua doanh nghiep Nhu vay, nghien cuu ve tiem nang cua doanh nghiep cung mot luc co hai muc tieu:

- Danh gia tiem nang hien tai de lua chon co hoi hap dan va to chuc khai thac

co hoi hap dan da dua vao muc tieu kinh doanh cua doanh nghiep

- Xay dung va to chuc thuc hien chien luoc phat trien tiem nang cua doanh nghiep de don bat co hoi mdi va thich u'ng vdi su bien dong theo hudng di len cua moi trudng, dam bao the' luc, an toan va phat trien trong kinh doanh

Muc tieu cua san xuat- kinh doanh trong thuc te chi co the dat duoc thong qua kha nang “vuot qua” cac co hoi cu the Co hoi tuong Ung vdi muc tieu chinh phuc

cu the Hieu mot cach don gian, co hoi la su xuat hien nhung kha nang cho phep ngudi ta (doanh nghiep) lam mot viec gi do Trong thuong mai, co hoi the hien su xuat hien nhu cau cua khach hang va theo do la viec xuat hien kha nang ban duoc hang de thoa man nhu cau cua ca nha san xuat-kinh doanh lSn ngudi tieu thu

Co hoi xuat hien moi luc, moi noi Tren khap thi trudng luon luon xuat hien nhu cau mua hang de thoa man nhu cau cua to chuc-ca nhan Ngudi ta can co san pham de san xuat-kinh doanh, de thoa man nhu cau an, b, di lai, giai tri, hoc tap Nhu cau la rat da dang, phong phu va dac biet, mu'c do khac biet la rat cao

ke ca d muc do khai quat den mu'c do chi tiet Moi nha san xuat-kinh doanh, mdi doanh nghiep deu muon co the" dap ting (khai thac) tat ca cac nhu cau da xuat hien Nhung, mot nha san xuat-kinh doanh, mot doanh nghiep du ldn den dau (nhu mot tap doan da quoc gia) cung khong va khong the dap ung duoc cho tat ca cac nhu cau cua cac khach hang tren thi trudng Nghia la, khong nha san xuat- kinh doanh nao co kha nang khai thac tat ca cac co hoi tren thi trudng ma chi co the khai thac mot hoac mot so' co hoi nao do Trang thai nay phan anh tiem luc thuc te' cua mdi nha san xuat-kinh doanh, doanh nghiep ca biet va dSn den xuat hien khai niem co hoi hap dSn

- Kha nang gam nham thi trudng (tang thi phan -cua doanh nghiep): co hoi dedoanh nghiep tang kha nang tieu thu san pham hien tai tren cac thi trudng hien tai.

Kha nang phat trien thi trudng (md rong thi trudng cua doanh nghiep): co hoi

de doanh nghiep tieu thu san pham hien tai tren cac thi trudng mdi

Kha nang phat trien san pham (dua san pham mdi vao kinh doanh): co hoi dedoanh nghiep lua chon cac san pham mdi ke ca san pham cai tien (hoan thien hon/phu hop hon) de dua vao tieu thu tren cac thi trudng hien tai Trudng hop nay bao gom cac kha nang ve cac san pham: thuoc cac dong san pham khac nhau; cac nhan/mac san pham khac nhau cung dong san pham; hoan toan mdidoi vdi ngudi tieu thu/doi vdi doanh nghiep; duoc bo sung them kha nang dapUng nhu cau khac biet cua cac nhom khach hang muc tieu ve: gia, chat luong, chung loai, dich vu, thdi gian, dia diem, phuong thu’c thanh toan va kha nang dap Ung cac nhu cau khac khi su dung san pham

Kha nang da dang hoa: co hoi de doanh nghiep md rong/phat trien hoat dong thuong mai tren co sd dua cac san pham mdi vao ban trong cac thi trudng mdi, ke ca hoat dong trong linh vuc khong truyen thong Lien quan den co hoi nay can chu y den hai dang thuc cua da dang hoa: Da dang hoa san pham (la tieu thu nhung san pham mdi tren thi trudng mdi thuoc linh vuc, nganh/nghe kinh doanh truyen thong cua doanh nghiep) va da dang hoa kinh doanh (la

&/2.OO3 Lugin van Cao hoc K.9

kinh doanh va tieu thu san pham mdi tren thi trudng mdi nhung thuoc linh vuc nganh/ngh£ mdi ma trudc dd, doanh nghiep chua tirng hoat dong tuong tu nhu mot doanh nghiep mdi- mdi thanh lap- Irin dau tham gia vao thi trudng)

Tuy theo muc tieu cua doanh nghiep la toi da hoa loi nhuan, giam rui ro, khai Iliac het tidm nang hien cd, hay muc tieu canh tranh ma doanh nghiep phai nam bat cac co hoi

1.2.2 Nghien cuu thi truong rong

Nghien cuu thi trudng rong la nghien cuu thi trudng xac dinh gidi han dia ly, loai nhu cfiu va loai san pham cd the thoa man Muc dich cua cong viec nay nham dam bao nhan dang mot each toan dien cac co hoi cd the xuat hien tren thi trudng de khong bo Id co hoi kinh doanh Thi trudng rong lien quan den nhu cfiu vdi y nghTa khai quat Thi trudng long duoc hieu la thi trudng cd gidi han dia ly chua duoc xac dinh cu the (ldn nhat la thi trudng the gidi) bao gom toan bo cac loai nhu cau khac nhau cua cac nhom khach hang trong mdi lien he vdi tat ca cac loai san pham va each thu’c cd the dap ung Thong qua nghien cuu thi trudng long can xac dinh:

- Loai nhu cfiu cua khach hang se diroc chon de dap ung

- Gidi han dia ly (khong gian)- do long cua thi trudng doanh nghiep theo tieuthuc dia ly

- Loai san pham cd the thoa man loai nhu cau da xac dinh

Lira chon dia diem theo yeu to' dia ly cd the duoc nghien cu’u va phan tfch mot each doc lap de lam ro cac van de ve khoang each van chuyen va chi phf ban hang Nhung trong chien luoc phan phoi, dd mdi chi la mot khfa canh De xay dung chien luoc phan pho'i cd hieu qua, can duoc hoan thien bang cac quyet dinh lua chon dia diem theo yeu to' khach hang

Mot thi trudng duoc xac dinh theo tieu thuc dia ly nao dd luon bao ham so'

1 trong va cac loai khach hang khac nhau (vdi nhu cau cua ho) dang sinh song va

&/2 003 Luan v an Cao hoc K9

hoat dong trong khu vuc do Chfnh khach hang vdi nhu cau mua sim cua ho mdi

la nguon hap din chu yeu khien cho doanh nghiep phai quan tam den no: so luong khach hang tiem nang (anh hudng den doanh so ban), nhu cau da dang cua khach hang (anh hudng den danh muc mat hang) va thu nhap cua ho (anh hudng

ca den so luong va chat luong hang hoa co the ban duoc) Dac diem cua khach hang giua cac khu vuc va ngay ca trong mot khu vuc thi trudng duoc xac dinh theo tieu thuc dia ly co the va thudng rat khac nhau, nhu: dan so, mat do dan so, muc do tap trung va phan tan cua dan cu, thu nhap va phan bo thu nhap, nghe nghiep, nen van hoa Su khac biet nay co anh hudng rat ldn den kha nang ban hang va cach thuc van chuyen, cach thuc ban hang cho khach hang Bdi vay, de quyet dinh dung ve dia diem doanh nghiep con phai tra ldi duoc cau hoi “ban cho ai” mot cach chfnh xac Dieu nay co nghia la phai xac dinh duoc cac nhom khach hang trong diem de quyet dinh phuong thuc chuyen dua hang hoa den cho ho mot cach co hieu qua

Viec nghien chu lua chon dia diem theo yeu to dia ly hay theo yeu to khach hang mot cach tuong doi doc lap nhim lam ro cac khfa canh khac nhau lien quan den cau hoi “ai”, “d dau” trong chien luoc phan phoi Tuy nhien doanh nghiep can phai ket hop chung lai vdi nhau mot cach bien chung de co hieu qua

1.2.3 Phan tich thi truong san pham chung

De cu the hoa hon nua co hoi kinh doanh cua doanh nghiep thi doanh nghiep can nghien cuu phan tfch thi trudng san pham chung Thi trudng san pham chung duoc hieu la cac nhom khach hang co cung loai nhu cau trong moi lien he vdi loai san pham va cach thuc thoa man loai nhu cau do Phan tfch thi trudng san pham chung de xac dinh:

- Nhu cau cu the cua khach hang se duoc chon de dap ting

- Dong san pham duoc dua ra dap ung

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1.2.4 Phan tick thi trirdng san pham

Nghien cuu chi tiet hon nua nhu cau cu the va dong san pham Thi trudng san pham lien quan den cac nhom khach hang vdi nhu cau cu the cua ho va dong san pham cung each thirc thoa man cac nhu cau do Ket qua cua budc nay can dat duoc la:

- Nhu efiu chi tiet cua khach hang

- San pham co ban va each thurc thoa man nhu cfm chi tiet

Kinh doanh vdi tir tuong thoa man “kha tot” nhu efiu cua khach hang, cac doanh nghiep thudng dung lai d budc nay khi xac dinh thi trudng cua doanh

De mo ta san pham cua minh, doanh nghiep cd the lua chon cac each tiep can khac nhau theo quan diem truyen thong va marketing :

- Tiep can va md ta san pham theo truyen thong la san pham cua doanh nghiep thong qua htnh thuc bieu hien bang vat chat- hien vat cua hang hoa Vdi each tiep can nay thudng din den quan niem ve san phlm cua doanh nghiep chi lien quan den “hang hoa hien vAt” ma doanh nghiep dang che tao hay kinh doanh Cac khfa canh khac cd lien quan (dich vu, bao bi, phu’Ong thirc thanh toan ) trong qua trinh tieu thu khong duoc xac dinh la nhung bd phan cau thanh cua san pham ma xem nhu la cac yeu to bd sung can thiet ngoai san pham Thuc chat cua viec md ta nay la xac dinh san pham theo cong nang co ban cd the thoa man mot nhu cau co ban nao dd cua con ngirdi va khong/chua tfnh den nhung yeu to lien quan thoa man cac nhu cau bo sung xoay quanh viec thoa man nhu efiu co ban nao dd (cac nhu cau d cac thu’ bac khac hoac thoa man nhu efiu d muc do cao hon)- mot san pham chi gom mot hang tieu dung

0/2003 L an v an Cao hoc K 9

Cach tiep can va mo ta san pham truyen thong la each mo ta co ban khong the thieu duoc trong hoat dong thuong mai Tuy nhien cach mo ta nay co the che lap hoac han che dinh hudng phat trien san pham de tang cudng kha nang tieu thu- ban hang cua cac doanh nghiep noi chung va dac biet, 0 cac doanh nghiep thuong mai noi rieng

- Tiep can va mo ta san pham theo quan diem marketing tu’ cach nhin cua ngudi tieu thu la mot tien bo, la mot budc hoan thien hon trong viec mo ta san pham cua doanh nghiep khi doanh nghiep muon tang cudng kha nang canh tranh va thuc day tieu thu san pham trong dieu kien cua nen kinh te thi trudng hien dai Tiep can va mo ta san pham theo quan diem cua khach hang xuat phat tU viec phan tfch nhu cau va cach thuc thoa man nhu cdu cua ho Theo do:

+ Muc tieu mua mot san pham nao do cua khach hang la nham thoa man nhu cau cua ho Doi vdi khach hang, san pham dong nghia vdi nguon thoa man nhu cau

Ho mua hang la mua su thoa man Do vay, nen hieu san pham la su thoa man mot nhu cau nao do cua khach hang Trong trudng hop nay, san pham khong chi la hien vat ma con co the la dich vu hoac bao gom ca san pham va dich vu

+ Nhu cau cua khach hang co the duoc doi hoi thoa man 0 nhung muc do khac nhau, tU mUc do don gian (thoa man nhu cau chfnh/cd ban) den muc do cao, hoan thien (kem theo cac nhu cdu bo sung) Mot san pham duoc xac dinh theo cach nhin cua nha doanh nghiep chua han da la mot san pham ma khach hang mong muon Khach hang quan niem ve san pham va danh gia mot san pham theo yeu cau thoa man cua ho va lien quan den khai niem “chat luong” hay “chat luong toan dien” cua san pham duoc dua ra thoa man Mot san pham tot, theo khach hang la mot san pham co chat luong “vUa du” Dieu nay dac biet quan trong khi lua chon kha nang dap Ung cua doanh nghiep cho khach hang

+ De thoa man nhu cau, khach hang luon quan tam den tat ca cac khfa canh khac nhau xoay quanh san pham co ban ma ngudi ban dua ra cho ho trudc, trong va sau khi mua hang Khach hang luon muon suThoa man toan bo nhu cau chu khong chi quan tam den mot bo phan don le Trong trudng hop nay, khach hang

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khong chi danh gia mot san pham ma doanh nghiep dua ra theo cong nang va dac tinh vat chat- ky thuat cua no Theo khach hang, san pham cua doanh nghiep bao gom tat ca cac yeu to vat chat (hien vat), phi vat cha't (dich vu) va cac yeu to khach co lien quan ma doanh nghiep da dua ra de thoa man nhu cau cu the cua

ho De ban duoc hang, doanh nghiep phai thfch ung vdi quan diem nhin nhan sanpham cua khach hang Va do vay, “San pham cua doanh nghiep nen duoc hieu lamot he thong thong nhat cac yeu to co lien he chat che vdi nhau nham thoa man dong bo nhu cau cua khach hang bao gom san pham vat chat (hien vat), bao bi, nhan hieu hang hoa, dich vu, cach thUc ban hang ” Trong trudng hop nay, san pham cua doanh nghiep thudng bao gom nhieu hang tieu dung (thoa man dong

bo td nhu cau co ban den cac nhu cau bo sung d cac thu bac khac nhau cua nhu cau khach hang)

Mo ta san pham theo quan niem khach hang co loi fch ldn trong hoat dong thuong mai va khai thac co hoi kinh doanh vi thong qua do, co the co nhung goi

y quan trong cho doanh nghiep khi muon chinh phuc khach hang

1 2.5 Phan doan thi trudng, xac dinh cac thi trudng thanh phan

Phan doan thi trudng la phan chia thi trudng thanh nhung phan khac biet nhung trong mdi phan lai tuong doi dong nhat bang nhung tieu thuc thfch hop qua do doanh nghiep co the trien khai cac hoat dong marketing phu hop cho mot hay mot so phan doan thi trudng Nhu cau chi tiet la nhung nhu cau tuong doi dong nhat, nhung vSn co nhung yeu cau mang tfnh khac biet san pham co ban la nhung san pham duoc thiet ke de thoa man nhung yeu cau co ban va chung nhat cua nhu cau chi tiet No chua co kha nang dap Ung cac khfa canh di biet cua nhom De thoa man tot nhat nhu cdu cua khach hang can quan tam va dap Ung duoc nhu cau ca biet tuc la yeu cau mang tfnh di biet cua khach hang Dua tren cac ket qua da duoc xac dinh o tren (gidi han dia ly cua thi trudng va san pham

co ban), toan bo cac khach hang co lien quan se duoc chia ra va sap xep vao cac

b/2.00?) Luan van Cao hoc K9

nhom khac nhau Mdi nhom khach hang nay duoc goi la mot phan doan cua thi trudng hay mot thi trudng thanh phan

Dac diem va yeu cfiu dat ra khi chia nhom khach hang, xac dinh cac phan doan:

- Nhu cau va hanh vi ung xu cua cac ca nhan trong nhom phai hoan toan dong nhat (giong nhau)

- Nhu cfiu va hanh vi ung xu cua cac thanh vien thuoc cac nhom khac nhau (cac phan doan khac nhau) phai co su khac biet du ldn

- Sd luong khach hang (quy mo) cua mdi nhom phai du ldn de dat den hieu quakhi khai thac co hoi kinh doanh

Lua chon chinh xac tieu thu’c phan anh su khac biet cua nhu cfiu khach hang khi su dung san pham co ban/yeu to co ban hinh thanh nen su khac biet nhu cau cua khach hang nham xac dinh dac diem cu the cua tirng nhom khach

Phan doan 1

lan doan 2Phan doan 3

PPhan doan 4

Hinh 1.3: Hinh anh thi tricdng vd cac phan doan thi trudng

Hieu biet day du ve khach hang, nhu cfiu va each thu’c mua sfim cua ho la mot trong nhu’ng co so quan trong cd y nghia quyet dinh den kha nang lua chon dung

co hoi kinh doanh va su dung cd hieu qua cac tiem nang cua cong ty trong hoat

ii

dong thuong mai Cac thong tin can thiet ve khach hang.chinh la cac thong tin ve doi tuqng lac dong cua doanh nghiep trong thuong mai va cung chinh la su hieu biet vd ngudi quyet dinh cuoi cung cho su thanh cong cua cac qua trinh tieu thu san pham cua doanh nghiep Can cu vao dac diem nhu cfiu va each thu’c mua sam

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cua khach hang tren thi trirdng, co the chia khach hang thanh 2 nhom ldn: Ngudi tieu thu trung gian va ngirdi tieu thu cuoi cung

- Ngirdi tieu thu trung gian la tat ca nhung khach hang thuc hien hanh vi mua hang de nhiim thoa man nhu cau cua mot to'chtrc (doanh nghiep/co quan ) chur khong nham thoa man nhu cau ca nhan Xuat phat tir dac diem su dung hang hoa trong hang hoa trong hoat dong thoa man nhu cdu cua to chtrc, con

co the tap hop ngudi tieu thu trung gian thanh cac nhom khach hang:

+ Ngudi mua cong nghiep: lien quan den nhu cau san xuat, che tao ra cac san pham mdi

+ Ngudi mua trung gian: thoa man nhu cau mua de ban, lien quan den luu thong hang hoa trong nen kinh te

Ngudi lieu thu cuoi cung bao gom tat ca nhung ngudi dang song trong mot khong gian dia ly cu the nao dd va khi xuat hien, ho mua hang de nham thoaman nhu cau tieu dung cua ca nhan ho

De hoach dinh chien luoc tieu thu-ban hang va to chut thuc hien thanh cong cac ke hoach tieu thu cfln hieu rd cac nhan to anh huong den qua trinh ra quyet dinh mua hang cung nhu cau tra ldi mua/khong mua cua khach hang Cau tra ldi cua khach hang co/khong mua hang tao thanh cac cap tuong ting cd y nghta vdi viec lua chon quan diem tiep can noi dung nghien cuu va giai quyet van de tieu thu cua doanh nghiep

De phan doan thi trudng muc tieu, cd the su dung nhieu tieu there khac nhau khi phan anh dac diem nhu cau cu the cua khach hang va thai do cua ho doi vdi san pham Tuy theo muc tieu va kha nang cua doanh nghiep trong nhung tinh huong cu the, cac tieu thurc duoc lua chon cd the dat den nhung mtrc do chi tiet khac nhau cua tfnh di biet Muc do chi tiet cang ldn kha nang canh tranh cang cao nhung kem theo dd la quy md cua nhom khach hang cd nhu cau dong nhat cang nho, dung luong cua phan doan thi trudng thap va do rui ro cao khi dir doan sai Khfa canh nay cua phan doan thirc sir tao ra co hoi tot cho ngudi lam marketing khi lua chon tieu thiic xac dinh phan doan thi trudng

&/2.00?) Lu£n van Cao hoc K9

Cac lieu thu’e thudng duoc sir dung de phan doan thi tracing

Nhom cac tieu thu'e co tfnh khai quat:

+ Cac lieu thuc phan anh nhu cau theo dac diem dan cu: tuoi, gidi tfnh, hoc van, nghe nghiep, thu nhap, so ngudi trong gia dinh dac diem ky nghe cua doanh nghiep, tam cd doanh nghiep

+ Cac tieu thu’e phan anh nhu cau theo loi song (dac diem tam ly cua khach hiing): thai do, sd thfch, quan diem, sinh hoat cua ngudi tieu thu

+ Cac tieu thu’e phan anh nhu efiu theo muc tieu thu: tieu thu nhieu, tieu thu trung binh, tieu thu it, phi tieu thu

+ Cac lieu thu'e phan anh nhu cau theo dang cd ich cua san pham: gia ca, dia diem, thdi gian, tfnh nang, cong dung,dac diem ky thuat cua san pham, dich vu + Cac tieu thu'e phan anh nhu cau theo viing dia ly: theo cac khu vuc dia ly nam trong gidi han dia ly cua thi trudng da xac dinh

Nhom cac tieu thu'e chi tiet: trong thu’e te, de cd the thoa man den mu'c tot nhat nhu cau cua khach hang, doanh nghiep cd the phan tfch va tim ra nhung doi hoi d mu'c nho nhat (chi tiet nhat) cua ho ve san pham va each thu'e dap ung De dap ling yeu cau nay, cd the dung cac tieu thuc cd tfnh chi tiet hon nua cua cac tieu thu'e thuoc nhom tren Cac tieu thuc chi tiet phan anh nhucau cua khach hang la co sd quan trong trong marketing mix (dac biet latham so san pham va xuc tieu) de cd the tao nen su khac biet vdi cac sanpham luong tu (san pham co ban) dudi con mat khach hang

Tuy nhien, trong hoat dong kinh doanh, khong phai luc nao vdi bat cu san pham nao, doanh nghiep cung cd the phan doan duoc Phan doan thi trudng la mot ton tai khach quan, khi nghien cum va lira chon thi trudng muc tieu can ton trong cac yeu cau co ban sau:

Tfnh xac dang: mot phan doan thi trudng phai dam bao kha nang nhan dang

rd rang qua cac tieu thuc lua chon va su phu hop giua tieu thu'e va muc tieu phan doan Cac phan doan duoc xac dinh phai dung, giua cac phan doan phai

cd khac biet va trong mot doan phai dong nlmft vd dac tfnh va cau true Cac

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doan thi trudng phai do ludng duoc bang cac thong so dac trung Quy mo doan thi trudng phai du ldn de dap ung muc tieu khai thac cua doanh nghiep Tfnh tic'p can dupe: tai phan doan do, doanh nghiep co the vuon tdi va co san pham thfch hop de phuc vu

Tfnh kha thi: phan doan phai dam bao on dinh trong thdi gian du dai, co kha nang thu’c thi thuan lpi va dong bp cac yeu to marketing-mix cua cong ty khong chi 0 san pham ma con bao ham gia, luong phan phoi, phtrong lien va kenh quang cao Doan thi trudng phai dam bao vo hai va co thien cam vdi cac doan thi trirdng ke can va phu hop vdi ngan sach marketing cua cong ty doi vdi doan thi trirdng muc tieu

Tfnh quan trong: doan thi trudng muc tieu phai phu hop va phat huy hieu nang marketing de tao ra siic manh tap trung va uu the tirong doi cua cong tyvdi cac doi thu canh tranh Chi phi thuc thi marketing tren doan thi trudng phai cd tiem nang bii dap va sinh lqi, tao tien de tan dung toi uu cong suat kinh doanh, phat trien thi phan, tao vi thecua cong ty tren thi trudng muc tieu

va tren thi trudng tong the

Nhung yeu cdu tren cd lien he mat thiet vdi nhau cung dam bao muc tieu cua phan doan thi trudng Dieu nay cd y nghia thuc te rat quan trong: khong phai bat

cd san pham nao, mot tap khach hang tiem nang nao, mot linh vu’e kinh doanh nao cung ddu phan doan cd hieu qua ma phai xem xct sir dap ung dong thdi cac yeu cau tren

1.2.6 Lua chon thi trudng muc tieu va sap xep thu tu uu tien

San khi da xac dinh dupe nhom khach hang cd nhu cau khac biet tren thi trudng, doanh nghiep can xac dinh thi trudng muc tieu cua minh Thi trudng muc tieu co the la mot hay mot so trong cac phan doan thi trudng da dupe xac dinh

Sd phan doan thi trudng dupe chon lam thi tru’dng muc tieu phai phu hpp vdi kha nang cua doanh nghiep va hpp thanh thi trudng thfch hpp cua doanh nghiep

s/zoos Lu^ri van Cao hoc K9

Xac dinh thi trudng muc tieu la qua trinh phan tfch thi trudng tir khai quat den chi tiet nham xac dinh duoc cac nhom khach hang vdi nhu clu cu the vd san pham va each there thoa man nhu cau cua ho

Cach thitc tot nhat thudng duac sit dung de xac dinh thi trudng muc tieu cua doanh nghiep Id ket hap mot each dong bo cd 3 tieu thitc khach hang- san pham

va dia ly Trong do:

- Tieu thirc khach hang vdi nhu efiu cua ho la tieu thirc chu dao

- Tieu thirc san pham duoc sir dung de chi to “san pham cu the”, “each thuc cu the” cd kha nang thoa man nhu efiu cua khach hang dong thdi cung-la san pham va each there ma doanh nghiep dua ra dd phuc vu khach hang

- Tieu thirc dia ly duoc sir dung de gidi han pham vi khong gian (gidi han dia ly) lien quan den nhom khach hang sir dung san pham cua doanh nghiep va kha nang kiem soat cua doanh nghiep

Nhung khong phai thi trudng nao cd loi nhuan cao la thi trudng dd hip dan

ma quy mo cua thi trudng muc tieu phai phu hop vdi kha nang dap ling va quan diem phuc vu cita doanh nghiep Cd doanh nghiep thfch chon phuc vu nhung phan doan thi trudng cd khoi luong tieu thu ldn va bd qua nhung phfin doan thi trudng nhd Nhung doanh nghiep nhd thi tranh ltnhu’ng phan doan thi trudng ldn

do nguon luc cua mlnh han che Cac doanh nghiep deu mong muon duy tri va nfing cao mtrc tang trudng cua thi trudng muc tieu Tuy nhien cac thi trudng dang tang trudng thudng la doi tuong tham nhap cua doi thu canh tranh Sue ep cua canh tranh se lam giam kha nang sinh ldi cua thi trudng nay va doi hoi cac doanh nghiep phai tieu phi nhieu hon de duy tri kha nang hien cd cua minh

Viec phan doan thi trudng da lam boc 10 nhung co hoi cua cac phan doan thi trudng trudc mat cong ty Trong viec danh gia cac phan doan khac nhau, cong ty phai xem xet cac yeu to sau: Mtrc do hap din ve co cau cua phan doan; Nhung muc tieu va nguon luc cua cong ty

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L.2.6.1 Mite do hap dan ve cu can cua phan doan thi trudng

Co nam lire luong quyet dinh muc do hap dfm noi tai ve lqi nhuan lau dai cua mot phAn doan thi trudng ma doanh nghiep phai danh gia day du, do la cac doi thu canh tranh trong nganh, nhung ke tham nhap tiem fin, nhung san pham thay the, ngudi cung ung va ngudi mua

Nhung ngudi tharn nhap tiem an (Mo'i de doa cua sir

co dong)sb

Nhung ngudi cungu-ng

(Quyen luc cua ngudi cung ung)

Cac doi thu canh tranh trong nganh (Sir canh tranh trong thi trudng)

Nhung ngudi mua

^~(Quy6n lire cua ngudi mua)

Nhung san pham thay

the(Mdi de doa cua san pha’m)

Hinh 1.4: Nam luc luong quyet dinh mite do hap dan ve co'cau cua thi trudng

- Mo'i de doa cua su canh tranh gay gat trong phan doan thi trudng: Mot thi trudng sc khong hap dan neu co nhieu doi thu canh tranh manh tan cong hoac doi thu da dau tu qua nhieu vao do, dac diet khi thi trudng dang suy giam sue mua ma doanh nghiep da dfiu tu tang nang luc san xuat len qua nhieu lam tang chi phi co dinh len cao Trong trudng hop nay, canh tranh ve gia ca, quang cao va dua ra nhung san pham mdi se didn ra thudng xuyen

&I2003 Lu^n van Cao hoc K9

nhung ke tham nhap mdi co the dd dang nhay vao duoc khong? Ho se thay rat kho neu co rao can nhap cao kern theo quan he cang thing tu- phia nhung cong

ty dang chiem gitr thi trudng Rao can nhap cang thap va muc do tra dua cuanhung cong ly cu cang thap thi doan thi trudng cang kern hap din Muc do hap din cua doan thi trudng thay doi chicu cao cua rao can nhap va xuat

+ Phan doan thi trudng hap din cd rao can nhap cao va rao can xuat thap, chi cd mot vai cong ly mdi cd the xam nhap vao nganh va nhung cong ly you kern cd the dd dang ra khoi nganh

+ Khi ca hai rao can nhap va xuat ddu cao, tiem nang sinh ldi cao nhung thudng kem theo nhieu rui ro hon, bdi vi nhung cong ly yeu kem con lai se dau tranh de danh them thi phan

+ Khi ca hai rao can nhap va xuat deu thap thi cac cong ty ddu de dang xam nhap

va rdi bo nganh dd, khi dd lqi nhuan se on dinh phung thap

+ Trudng hop xau nhat la khi rao can nhap thap va rao can xuat lai cao thi d thi trudng nay cac cong ty dd dang xam nhap vao nhung thdi diem thuan lpi nhung lai rat kho rdi bo vao nhung thdi ky kho khan Ket cue la tinh trang du' thira nang lire san xuat trien mien, va kha nang kiem lqi nhuan ngay cang giam sut

Rao can kinh doanh

On dinh, lqi nhuan thap Rui ro, lqi nhuan thap

On dinh, lqi nhuan cao Rui ro, lqi nhuan cao

Hinh 1.5: Rao can va klid nang sinh loi

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Moi de doa vd nhung san pham thay the: khi trong mot phan doan thi trudng dang cd nh&ng san pham thay the hay co kha nang xuat hien nhu'ng san pham thay the mdi thi phan doan thi trudng dd kern hap diln bdi vi cac san phamthay the se tao ra gidi han doi vdi gia ca va Jpi nhuan ma phan doan thi trudng

cd the kicm dupe Doanh nghiep phai theo doi chat che xu hudng thay doi gia

ca cua nhung san pham thay the vi neu nhung nganh san xuat thay the cd trinh

do cong nghe cao, se lam cho gia ca va loi nhuan trong phan doan thi trudng

dd giam sut

- Mdi de doa tir phfa ngudi mua: mot phan doan thi trudng se khong bap dAn neu nhung ngudi mua cd nhieu uu the trong thuong luong de yeu efiu dupe giam gia hay doi hoi chat lupng va dich vu cao hon Dieu nay se dat cac doi

ldi cua ngudi ban Quydn thuong lupng cua ngudi mua tang len khi ho cang tap trung va cd to chiic hon hay khi san pham chiem mot phan dang ke trong chi phi cua ngudi mua ma chi phf chuyen doi san pham khong ldn, hay khisan pham khong cd su khac biet dang ke va ngudi mua nhay cam vdi gia ca Cach phong thu tot nhat la phat trien nhung san pham tot hon de nhung ngudimua chu yeu khong the tir choi

- Mdi de doa tir phfa ngudi cung cap: nhung ngudi cung cap cd thd gay site ep trong thuong lupng de nang gia hay giam chat lupng cac san phdm cung ting, dac biet khi san pham la dfiu vao quan trong, cd ft san pham thay the hay chiphf chuyen doi cao Cach ting xu hop ly nhat la cd gang xay dung nhung quan

he tin cay lfm nhau vdi nhung ngirdi cung cap hay kiem soat dupe nhieunguon cung cap

1.2.6.2 Danh gid cac phan doan thi truong de xac dinh thi truong muc tieu

Ngay ca khi phan doan thi trudng dd la hap dAn, doanh nghiep cung can phai can nhde xem mdi phan doan thi trudng dd cd phu hop vdi muc tieu va nguon lire cua doanh nghiep hay khong Trudng hop khong dap ting dupe

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nhung muc tieu lau dai cua doanh nghiep thi phan doan thi trudng hap dSn se

bi loai bo Ngay ca khi phan doan thi trudng hap dftn va phii hop vdi muc tieu cua doanh nghiep nhung doanh nghiep lai khong co du cac nguon lire can thiet dam bao thanh cong thi phan doan thi trudng do cung se khong nen lua chon Moi doan thi trudng deu co nhung yeu cau nhat dinh de thanh cong.Can loai bo doan thi trudng do neu cong ty thieu mot hay nhidu nguon luc can thiet va khong co dieu kien de tao duoc nhung kha nang can thiet Song cho

du cong ty cd du nhung nang luc can thiet thi nd vAn phai phat trien mot so uu the troi hon Cong ty chi nen xam nhap nhung phan doan nao ma mtnh cd the cung uTig nhung san pluim cd gia tri vuot troi hon doi thu hien tai trong nhungphan doan thi trudng do

1.2.6.3 Lua chon each thuc tiep can thi trudng muc tieu

Tren co sd dac trung nhu cau cua cac khach)hang trong tirng thi trudng muc tieu, doanh nghiep cd the lua chon, che tao san pham hoan thien va each thuc phii hop de du dap ling nhu cau cua khach hang trong diem

De thuc hien noi dung nay, cd the sir dung mot trong ba each tiep can thi trudng muc lieu nhu sau:

Hinh 1.6: 3 each tiep can thi truong muc tieu

Ml+2

Cach 1: Tiep can thi trudng muc tieu don gian:

+ Chon 1 trong sd cac thi trudng thanh phan lam thi trudng muc tieu

+ Xay dung marketing- mix cho rieng thi trudng nay

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Cach 2\ Tiep can thi trudng muc tieu phuc tap:

+ Chon 2 hoac nhi£u hon trong cac thi trudng thanh phan lam thi trudng muc tieu+ Xay dung marketing- mix cho tu’ng thi trudng muc tieu da chon

Tu tudng co ban cua 2 cach tiep can nay la co gang thoa man tot nhat nhu cau cua khach hang Cach 1 co uu diem la tao uu the ldn trong canh tranh do viec tap trung nguon luc khai thac co hoi Nhung co nhupc diem la co the bo ld co hoi hap dftn do qua tap trung va do rui ro cao (nguy co that bai ldn neu cach chon sai) Cach 2 co uu diem la tranh duoc nhupc diem cua cach 1 nhung co nhupc diem la doi hoi chi phi cao ve thdi gian va tien cua bdi phai xay dung chien lupc marketing rieng cho tu’ng thi trudng rieng biet

Cach 3: Tiep can thi trudng trong diem chap nhan dupc:

+ Chon 2 hoac nhieu hon trong so cac thi trudng thanh phan lam thi trudng muc tieu

+ Ghep cac thi trudng thanh phan da lua chon vao thanh mot thi trudng tuong do'i dong nhat

+ Xay dung marketing mix chung cho thi trudng ghep

Tu tudng cua cach tiep can nay la thoa man kha tot nhu cau khach hang.Thong qua viec ghep cac phan doan thi trudng de lua chon thanh mot thi trudng muc tieu tuong doi dong nhat de xay dung chien lupc marketing co the khac phuc dupc cac nhuqc diem cua hai cach tren (uu diem) nhung xuat hien nhuqc diem la kem kha nang canh tranh hon so vdi hai cach tiep can tren vi chi' co kha nang thoa man tot nhu cdu chung cua cac nhom khac nhau, con nhu cau ca biet (khac nhau) cua tu’ng nhom chua dupc giai quyet

Viec phan doan thi trudng de xac dinh thi trudng muc tieu thudng kho khan va ton kem nen trong kinh doanh nen tfnh den hieu qua dat dupc nhd phan doan thi trudng (so sanh vdi hieu qua kinh doanh neu khong phan doan) Theo do:

Nen lua chon muc do chi tiet cua cac tieu thu’c dung de phan doan mot cach hpp ly (chi tiet den muc vua du) de dam bao hieu qua

& /20 03 Lu^n van Cao hoc K9

Nen chon each tiep can thi trudng muc tieu phu hop vdi tinh huong va dieu kien thuc te cua doanh nghiep (san pham/ Thi trudng)

I (f i n lai , viec xac dinh thi trudng muc tieu quan trong doi vdi ca doanh nghiep

daiig kinh doanh va doanh nghiep sdp budc vao kinh doanh tren thi trudng khi lua chon va khai thac co hoi hap d£n Xac dinh thi trudng muc tieu la qua trinh phan tfch thi trudng th khai quat den chi tiet nham xac dinh duoc cac nhom khach hang vdi nhu cau cu the ve san pham va cach thuc thoa man nhu cau cua ho Tuy vao dieu kien cu the cua thug doanh nghiep, co the thuc hien nhung budc di khac nhau de dat den thi trudng muc tieu Nhung ve nguyen tdc, co the hinh dung he quan diem ve thi trudng muc tieu nhu sau: