- Vdi 12 chi nhanh ,3 trung tam thuong mai va hon 4.500 cua hang, dai ly cd mat khip 64 tinh, thanh pho trai dai tir Lao Cai den miii Ca Mau, Biti's da trd thanh doanh nghiep
Tic dp phat triln ciia Viet Nam nam qua phat triln rit nhanh Chit lupng va sd lugng, nganh xay dung phat triln manh nhu ciu di lai mua ban xe d td rit cao Viet Nam da hd
3.1.2 Nim vung dac diem tam ly khach hang va khach hang muc tieu.
Khach hang la ddi tugng quan trpng nhit trong boat ddng kinh doanh doi vdi bit kl doanh nghiep nao, khdng cd khach hang tire khdng cd hoat ddng kinh doanh, khach hang it cd nghTa loi nhuan it hoac khdng cd.
Mudn thu hiit dugc nhilu khach hang phai hilu, phai bilt dugc khach bang hp cd nhu cau gi, mong mudn gi, sd lugng bao nhieu, bao gid can, khi nao hp quylt djnh, can ciir vao dau hp quylt dinh (cd hoac khdng).. dd chinh la nhimg dac dilm, tam ly ciia khach hang ma ta (cdng ty) cin phai nim. Khi nim vihig dac dilm tam ly cua khach hang Cdng ty Mai Trang mdi cd thi tao ra cac hinh anh cd in tugng sau cho khach hang thdng qua thoa man tdi da cac nhu ciu va mong muon cua khach hang.
Vdi vai trd y nghTa vd ciing quan trpng dd viec nim viing dac diem tam ly khach hang la rit cin thilt cho cac doanh nghiep ndi chung, Cdng ty Mai Trang ndi rieng. Cac dac dilm
tam ly khach hang Mai Trang cin nim la: Nhu ciu khach hang cin san phim loai gi, sd lupng bao nhieu, chit lugng mong mudn din dau, hp thich phong each giao dich thi nao. Tir viec nSm viing dac dilm tam ly khach hang Mai Trang cung cip va thilt kl cho khach hang nhiing san phim dam bao chit lugng, kip thdi gian, cung cip cho khach hang cac djch vu tdt nhit ca vl tien ich kinh tl, lan tinh thin dugc yen tam va tin cay cao nhit. Cd lam dugc nhu vay thuang hieu, hinh anh ciia Mai Trang mdi din an sau vao tam tri khach hang.
Khach hang muc tieu cua Mai Trang
(Khach hang muc tieu uu tien thu tu tir tren xudng dudi)
- Khach VIP, thuong gia, dai dien ca quan ngoai giao, ngudi nude ngoai cdng tac va lam viec tai Viet Nam
- Khach Tmng Qudc. -Khach Ha Ndi.
- Khach tinh le, khach thu nhap trung binh.
Khach hang muc tieu ciia Mai Trang bao gdm rat nhieu thanh phan, cd nhu cau sd thich khac nhau da dang, nhung qua trinh quyet dinh sir dung san pham va dich vu cua khach hang van theo chu trinh chung dd la:
Cd nhu ciu -^ tim kilm thdng tin -> nhan thiirc van de -^ danh gia va lira chpn -> Quylt
djnh sir dung san phim va dich vu -^ Hanh vi sau khi su dung san pham, dich vu cua khach hang van theo mot chu trinh ve trang thai dd la.
c i n ^ B i l t dln-> Hilu bilt^Thich->Tin tudng^Quylt djnh
Khi sir dung san phim va djch vu, khach hang muc tieu ciia Mai Trang cd dac diem tam ly chung dd la: Mong mudn san phim tdt nhit, phuc vu tot nhit, linh boat, chan thanh, thai dd than thien thoai mai, vui ve... dac biet gia thanh phai hgp ly.
Tuy nhien ngoai dac dilm chung, thi dii tugng khach hang se cd mot sd dac dilm rieng. Khach san, Resot: Khach VIP, thuong gia, gidi thuong luu thi that sang trpng, tien nghi that diy dii, tranh dn ao, rieng biet yen tTnh dl nghi ngai ban thao .... Cdn khach Tmng Qudc chu ylu la khach tour, sd lugng nhilu, phuc vu nhanh, lich dua ddn doan, an d that chinh xac... cac mdn an phuc vu phai phii hgp phong tue tap quan cua Trung Hoa. Viec nim viing dac dilm, tam ly ciia khach hang la vin dl vd cimg quan trpng trong kinh doanh ndi chung, dac biet trong xay dung thuang hieu, bdi vi ddi tugng khach hang cua Mai Trang khdng phai don thuan la mot ca nhan hay mot doanh nghiep, ma d day Mai Trang cd rat nhieu nhdm khach hang, trong moi nhdm lai cd rat nhieu doi tugng, hay cac
ca nhan khac nhau tham gia vao qua trinh sir dung. Chinh dieu do tao ra rat nhieu sir khac
biet trong khach hang, hieu dugc khach hang la da mot phan phuc vu tdt cho khach hang, mat khac cd hieu dugc khach hang Mai Trang mdi dua ra dugc cac chiln luge thich hgp thoa man dugc nhu cau khach hang, khi thoa man dugc khach hang thi Mai Trang mdi cd dugc hinh anh trong khach hang.
De hieu dugc dac diem tam ly, khach hang Mai Trang can phai thudng xuyen nim viing, nghien ciru dac tinh tam ly khach hang bang viec trao ddi, tham dd true tilp hay gian tiep qua dilu tra. Viec nghien ciiru danh gia thoa man nhu cau hay danh gia phat trien cua thuang hieu cd thi thdng qua danh gia mirc tSng trudng vl doanh thu va san lupng, cung nhu tang trudng vl sd lupng va tin suit ciing nhu sd lupng, so lan su dung cua khach trong timg qui hay nam nhit la sd lin khach su dung san phim, djch vu nhilu lin hay mot lin rdi thdi. It nhit moi nam phai cd mot lin tham dd danh gia tam ly nhu ciu, mong
3.1.3 Ludn dinh huong dung muc tieu chien luge
D I thuc hien mot each cd hieu qua muc tieu, chiln luge xay dung phat triln thuang hieu, tmdc hit viec djnh hudng muc tieu, chiln luge phat triln chung cua Cdng ty Mai Trang trong tiln trinh hdi nhap kinh tl thi gidi phai phii hgp va sat vdi thuc tl. Djnh hudng diing muc tieu, cd chiln luge hgp ly la vin dl rit quan trpng cho Mai Trang, bdi vi nlu djnh hudng sai, khdng sat thue tl se dan din hanh ddng sai, hieu qua thip hoac tham chi that bai.
Xay dung va dinh hudng muc tieu la djnh hudng con dudng di va dich cin din, la thudc do qua trinh thuc hien chien luge vi vay djnh hudng diing muc tieu va chiln luge la rit can thiet trong qua trinh thuc hien chien luge xay dung thuong hieu cua Mai Trang, bdi vi de xay dung thanh cdng thuong hieu, Mai Trang gin liln viec xay dung thuang hieu trong viec thuc hien cac chien luge chung ciia cdng ty trong sudt qua trinh boat ddng. Din nay, de nang cao kha nang canh tranh trong nganh va trong nen kinh te hdi nhap Mai Trang xac dinh cho minh chien luge kinh doanh do la:"Phat trien thi truong cu, khai thac md rong thi trudng mdi tren eo* sd gia ca hgp ly, dich vu so 1", nham dat dugc cac muc tieu co ban la doanh thu tang trudng 25-30%/nam; Igi nhuan cao nhat bang each
thuc hien tdt chien luge xay dung thuong hieu dd \k:"Lu6n cai tien vd ndng cao chdt
lugng cdc san pham dich vu cho khdch hdng, xdy dung dugc doi ngU cdn bo nhan vien lam viec co tinh chuyen nghiep cao de tgo ra hinh anh rieng biet (co trinh do thanh thao vi chuyen mon cao, co khd ndng gay cdm tinh, gay dn tugng tot voi khdch hdng) cua Mai Trang, thong qua chuong trinh truyin thong khuyin mdi de:
1, Tgo ra cho khdch hdng co dn tugng (nhan thuc) dac biet ve Mai Trang; 2, Ghi sdu hinh anh cua Mai Trang vao khdch hdng.
Bk thuc hien tdt dinh hudng tren viec xay dung va phat triln thanh cdng thuong hieu ciia
tudng trong viec xay dung phat triln thuong hieu ciia minh dd la chiln lupc phat triln thuong hieu cin dugc thuc hien thing nhit trong thdi gian dai va cd sir dam bao nhit dinh vl tai chinh dl cd dii kha nang dn djnh phat buy lgi thi canh tranh. Cin tranh ngd nhan dl din din chii quan hoac thay vi qua tu ti ma bd Id ca hdi, khdng diu tu xay dung thuang hieu mot each lang phi, ma nen tap trung nguon luc nang cao nang luc canh tranh
cd the trd thanh cac ddi tac chien luge cua cac khach hang qudc tl va trong nude dk cung
cip san pham dich vu mang thuong hieu ciia chinh minh.
Tuy nhien djnh hudng bing muc tieu, chiln luge cu thi da la nhu vay, nhung dilu quan trpng d day Mai Trang can quan tam den ket qua dl tir dd mdi cd can cu* danh gia va dilu
chinh cho phii hgp. Cac can cir cd thi diing dk danh gia dd la doanh thu, doanh so, so
lugng khach hang tang trudng va mat di trong thang, nam la bao nhieu, thi phin tang moi nam la bao nhieu, sd khach hang nhan biet ve cdng ty tang bao nhieu, de lam dugc dieu nay Mai Trang phai cd su thdng ke, phan tich, danh gia sd lieu thudng xuyen hang thang, qui, ddng thdi cd cac bien phap dieu chinh kl hoach, cd giai phap thuc hien hiJu hieu va kip thdi, cd vay muc tieu va chien luge mdi cd djnh hudng dung.