- Tao dung hinh anh thieh hgp cho khach hang.
a- Khdi qndt ve muc tieu chien luac kinh doanh ciia Thanh Binh
Vdi mue tieu eua Thanh Binh H.T.C la doanh thu tang trudng 25 - 30% / nam: Igi nhuan sau
thue 1-1.2 %l doanh thu; thj phdn tang 3 - 3.5 % /nam; vd mong mudn tra thanh doanh nghiep
dirng ddu trong nganh kinh doanh thep cdng nghiep tai Mien Bae. Viet Nam. trong khi cdng tv Thep Thanh Binh edn dang Id doanh nghiep qui md vira vd nho. dura ed tlurong hieu ndi trgi. ehua ed khd nang canh tranh cao. Tuy nhien Thanh Binh lai da cd mire tang trirong eao. da co
hinh anh lri)ng nude va qudc tl. Ddv la \dn de dat ra cho nha quan h' cua Thanh Bmh tron^: ^ iee xdv dirng ehien luge Cong tv noi chung eung nhu xav dung chien lirgc thirang hieu eua Ihanh Binh H.T.C ndi rieng. De xdv' dirng thdnh edng thirang hieu eiia .minh. Cdng tv Thep Thanh Binh H.T.C can phdi dat ehien luge xdy dung thuang hieu trong tdng the eua chien luge kinh doanh eua cdng ty.
V^ Chien luac kinh doanh ciia Cdng ty thep Thanh Binh H T.C dugc xde dinh dd id:
"Phat trien thj tru-dng cu, khai thac mo" rong thj tru-ong moi; Cung can san phan co chat luong chuan voi gia ca hop ly, dich vu hoan hao".
J "Chien luac phdt trien thi trudng cu" cd nghTa Id tang sd lugng Idn vdo thj trirdng hien ed de
tang doanh thu, doanh sd ban hang, nang eao thj phan. Phuang phdp de thue hien chien luge nay la: (1) Phdt trien tang them khdeh hang, thu hiit khdeh hdng eua ddi thu ve Thanh Binh.(2) Tang sd lugng mua hang ciia tirng khaeh hang.
"Chien luac khai thdc thi truang mai" dd la khai thac md rdng them thj trudng ma lau nay
Thanh Binh ehua vuan tdi. hay ehua cung cdp sdn pham vdo dd. Chien luge nay cd the thdng qua ede hinh thirc (1) Tim den khdeh hdng tiem nang; (2) Xdy dung kenh bdn hdng mdi. vi du bdn qua mdi gidi. dai ly.
" ('hi^n luac cung cdp san phdn cd chdt luang chuan "Id ludn eung cdp cdc sdn phdm dimg qui
cdch. dimg phdm cap. diing tieu chuan.
Chien luac" Gid ca hap ly" la duy tri mire gid ban bai thdp so vdi ede ddi thu Idn. nhung phii
hgp vdi mong mudn eiia khdch hang.
ChiOn luac" Dich vu hodn hao" la cung cap da\ du (hoac cao ban) cdc djeh vu ma khach hang
mong nuidn.
Gidi phdp d^ thirc hien cd hieu qua ebiln luge eanh tranh ndy Id (1) Ket hgp hdi boa hai ehien
luge lam mot khi triln khai bdn hdng cho khdch: (2) tang cudng sd lugng tren mot lan mua nuia eua khdeh hang.
De ibuc hien thanh cdng sir menh. hoan ihanh duge mue lieu, ehiln luge kinh doanh da dugc xae dinh. Cdng ly Thanh Binh H. [ .C can dae biet quan tdm din viee xdv dung eae chmmg trinh (chien luge) Marketing, vd thuc bien tdt ehiln luge xav dung thuang hieu Thanh Binh HT'.C,
h- Mac tieu chien luac xdy dirng phdt tridn thuang hieu dhi ndm 2010 : bl- Mac tieu xdy dung phdt tri^n thuang hieu :
Can eir mue tieu vd ehien luge kinh doanh eua Thanh Binh da dat ra. can cir thue trang xdv dung phdt trien thuang hieu ciia Thanh Binh din nam 2006. Thanh Binh dat mue lieu xdy dung
vd phdt trien thuang hieu dtn nam 2010 edn dat duge cdc ehi lieu sau ddy:
• Thue hien hoan chinh ndi dung chin budc xdy dung thuang hieu. • Den het nam 2008 xay dung xong sd lay chat lugng thucmg hieu.
• Cd quan he giao djch ban hang cho 500 khdch hang, trong ddi00% khaeh hdng da va dang giao dieh. 70% khach hang tuang lai biet san phdm dae trung va chat lugng ndi trgi eua san pham vd ede dieh vii Thanh Binh dang cd.
• So vdi nam 2005. moi nam tang truong 25% sd khdeh hdng vd edng ehimg nhdn biet dugc boat ddng kinh doanh thep eiia Cdng ty thep Thanh Binh HTC.
• Cd 100%) ddi tde trong vd ngoai nude nhan biet rd hinh anh dac trung ve cdng tv- thep Thanh Binh H.TC\ hinh anh dac trung dd Id: Kinh doanh thep edng nghiep. san phdm chinh la thep tdm. ebdt lugng ehiidn. boat ddng chuyen nghiep, va cd ede djch vu tdt nhdt trong ngiinh thep.
Ban g 2-:^: Muc tieu thuong hieu cua cdng ly thep rhanh Binh HTC ^ Q (ebdt lugng san phdm
vd dieh v u) 10 8 6 4 P (gia; 8 10
h2- Chien luac xdy dirng phdt trien thuong hien :
Can eir muc lieu da duge xde djnh. de thuc hien tdt mue lieu tren, Thanh Binh xde dinh cho minh ehien luge xay dimg phdt trien thuong bieu dd Id:
Ludn eung cap cac san phdm dat chdt luang tieu chudn eho khdeh hdng. khdng ngiing cai tien vd ndng cao chdt luang cdc dich vu, xdy dung duac ddi ngu cdn ho nhdn vien Idtn viec cd tinh chuyen nghiep cao de tao ra hinh anh rieng biet (cd trinh do thdnh thao ve chuyen mdn cao, cd kha ndng gdv cam tinh, gdy dn tuang tot vdi khdch hdng) ciia mot cdng ty trong ngdnh ihep. thdng qua chuang trinh truyen thdng khuyen mdi de(l)tao ra cho khdch hdng cd cam nhdn (dn tuang) dac biet vS Thanh Binh H.T.C vd (2) ghi sdu cam nhdn ve hinh anh cua Thanh Binh H.T.C vdo khdch hdng. Cde chuang trinh truyen thdng khuyen mai da Id: (1) Quang cdo bang
eac hinh thire: Dang quang cdo sdn pham. djch vu, bieu tugng logo, sdch bao nien giam: (2) Kieh thieb mua hdng bdng qua tang, mau chao hdng, giam gid ehiet khdu. giao luu khdeh hdng: (3) Quan he qudn ehimg nhu: Ddng gdp tir thien, td chirc eae sir kien; mo rdng quan he cdng ddng:(4) Marketing va bdn hang true tilp bang hinh thirc hdi nghj khach himg. tiep thi chao hdng trire tilp. gui catalog din tat ca cae ddi tugng khdch hang.
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