- Tao dung hinh anh thieh hgp cho khach hang.
Diem veu can ban ciia Thanh Binh dd Id:
Qui md ehua du Idn. thj phan chiem U trgng con ihdp. eac vdn d^ niiv da dan den uu the trone
thirang truang eua Cdng tv ehua eao.
Ve quang edo Cdng ty ehua danh mot khoan ehi phi hgp ly cho quang cao tronu khi da cac da\
thu ludn danh khoan Idn eho ehi phi quang eao.
Cdng t_v Thanh Binh ehua cd d ugc vj tri rd rang so vdi ede ddi thu v6 chdt lugng djch vu hav
gid ea. hay kenh phdn phdi, dieu dd the hien la ehien luge san phdm. bay chiton luge gid. hav
chien luge djch vu deu ehua cd djnh hudng rd rang. Phuang thire bdn hdng eung chira ca
phuang thirc dgc dao.
2.4.4 Cac van de rut ra tir phan tich tren cho ke hoach Marketing ciia Cdng ty thep Thanh Binh H.T.C Thanh Binh H.T.C
Tir cdc van de ea hdi, thaeh thii-e. diem yeu. diem manh. dugc nit ra cua Cdng ty Thep Thanh Binh H.T.C nhu trinh bay tren. da ehi ra eho Thanh Binh mot sd vdn de dd Id:
Thu nhdt Ik: Thanh Binh van tiep tue duy tri va phdt trien kinh doanh cdc mat hang thep cdng
nghiep. bdi vi c a hdi thi trudng thep cdng nghiep edn rat nhieu, nhu cau ciia thj trudng edn rdt Idn trong khi Thep Thanh Binh mai chiem ti trgng ciia thj phdn rat nhd (3.9%), Igi nhuan trong nganh van ehdp nhan duge. uy tin va nang lire ciia Thanh Binh ngay eang tdt ban.
77? u hai: Thanh Binh chira cd dirge thuang hieu tdt. thj phdn edn nhd. kha nang eanh tranh edn
ehua cao. ehua ed phuong thirc ban hang dgc dao vv...trong khi tinh hinh canh tranh tren thj trudng ngdy eang quyet liet. quyen nang thj trudng dang phu thude ngudi mua. vdi nhung v dn
dk dd ddi hdi Thanh Binh can cd chien luge kinh doanh thieh hgp. dae biet ehien luge
Marketing.
2.4.5- Muc tieu chien luoc tu" 2006 den 2010 ciia Cong ty thep Thanh Binh H.T.C
De thire bien duge sir menh ciia cdng ty, mue tieu giai doan 2006 den 2010 eua Thanh Binh
H l C can dat dugc da la:
Xdy dung duac ddi ngu CBNl cd ndng luc, trinh do chuyen mdn vd hoqi ddng co n'nh chincn }iglnef> eao. ddp ung yeu cdu phdt trien cua cdng ty trong nen kinh te hoi nhap.
Khdng ngiing ndng eao kha ndng canh tranh iren thi irudnig. nun ndm duy iri lie 20il den 25ii khaeh hdng truyen thdng. ma rdng din/e nr 30 dCm 35 khdeh hdng nua va ihi phdn id)}'^ 3 den 3.5% ndm.
Kinh doanh thep mdi ndm ldng truang tu 25 - 30 % doanh sd san luang: h/i nhuan rang doanh thu dai id LO- L2%.
2.4.6 - Khach hang muc tieu ciia Cong ty Thep Thanh Binh.
De thue hien tdt mue tieu de ra edng ty Thep Thanh Binh HCT phai xde djnh dirge khdch hang mue lieu eho minh, bai vi bat ke mot doanh nghiep ndo cung khdng the phuc vu tot tdt ea cae
loai khdeh hdng dugc. ma ehi phuc vu tdt dugc mot sd loai khaeh hang nhdt dinh ma thdi.
De lua ehgn khdch hang muc tieu, Thanh Binh dua tren ba ydu td co bdn sau: (l)Qui md vd mire tang trudng ciia khdeh hdng: (2) mii-c do hap dan eiia khach hang: (3) Tinh phii hgp eua khcieb hang vdi mue lieu va ngudn lire ciia Thanh Binh.
Nhu phdn 3.4 da trinh bay tren Thanh Binh cd bdn loai (phan doan) khach hang la: (I) Khdeh hang thuong mai, (2,)Khdeh hang san xuat, (3)Khdeh hang thuang mai vd san xudt. (4) Khdeh hang tieu dimg. Tuy nhien day khdng phai tat ea Id khaeh hang mue tieu ciia cdng ty.
Dirng tren gdc do eiia ba yeu td lira ehgn khdeh hang muc tieu,Thanh Binh lira ehgn khdch hdng miie lieu iniie tieu cho minh dd Id; (I) Khdch hdng thuang mai. (2)Khach hang san xudt. (3')Khaicln)ibang'ithuang'ma)iitva san xuat,
Ly do Thanh Binh lira ehgn ba trong bdn khdeh hang lam khaeh hang mue lieu eua minh dd la: ddy Id ba khdeh hang ed sire hdp dan nhdt vd phii hgp vdi tiem luc cua Thanh Binh. nd the hien d eho ba khdeh hang ndy deu ed qui md (ve. sd lugng) va sir tang trudng eao. khdiTugng lieu thu nhieii do ddi tugng cd sd lugng doanh nghiep nhieu. phii hgp vdi djnh hudng phdt trien eua Thanh Binh. Tuy nhien khdch hang tieu thu Id loai khdeh hang cd the mang lai eho Thanh Binh Igi nhuan tdt nhirng khdng phai la khdeh hdng mue lieu bai vi: (I) Sd lugng khdeh bang it: (2) tdn sudt khdnu nhieu. sd luam.' mua khdnu Idn.
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