CAC CHIEN LUOC MARK THEO CHU KI SONG SP

Chu ki song sp la thuat ngu mo ta sinh dong cac giai doan trong qua trinh tieu thu 1 sp ke tu khi no dc tung ra tren thi truong den khi no phai rut lui khoi thi truong. Cac sp khac nhau co chu ki song khac nhau va cac giai doan cua no co do dai ngan khac nhau, muc tieu thu va loi nhuan o nhung gd khac nhau cung khac nhau.

1.giai doan gioi thieu

Day la giai doan mo dau cua viec dua sp ra ban chinh thuc tren thi truong. Boi vay no doi hoi fai co thoi gian va su chuan bi ki luong ve moi mat. Mac du vay muc tieu thu trong giai doan nay thuong tang cham chap vi 1so li do sau:

DN cham mo rong ve nang luc sx

Gap fai nhung vuong mac ve mat ki thuat

Cham trien khai mot kenh fan foi hieu qua

KH chua tu bo thoi wen tieu dung trc day

Kha nang mua sam con han che

O gd nay chi co 1 so it doi thu canh tranh va ho co the sx nhung mat hang ve co ban la giong voi mat hang moi vi thi truong luc nay chua thich hop cho nhung cai tien sp. DN tap trung vao nhung KH san sang mua nhiu nhat , thuong la nhung KH co thu nhap cao. Gia ca co xu huong cao boi vi fi ton cao do san luong tuong doi thap, cac van de ki thuat trong sx co the van chua giai quyet xong, can co muc lai cao de bu dap chi fi quang cao lon den muc can thiet de dat dc su phat trien. DN thuong chiu lo hoac lai rat it. Cac nha QTM co the dat ra cac yeu to Mar nhu gia ca , fan foi co dong. Neu xem xet 2 yeu to gia va khuyen mai thi cty co the xem xet theo duoi 1 so chien luoc sau:

A, chien luoc hot vang nhanh

La CL tung sp moi ra thi truong voi muc gia ban dau cao muc do khuyen mai cao. Dn tinh gia cao de dam bao lai gop tren dvi sp o muc cao nhat. Dn fai chi nhiu cho cac hd quang cao, khuyen mai.. de thuet fuc KH ve loi ick cua sp va de tang cuong toc do tham nhap cua thi truong. CL nay thik hop trong 1 so TH:

Phan lon thi truong tiem nang chua bit den sp

Nhung ng da bit den sp mong muon co dc sp va san sang tra gia cao

DN dung trc su canh tranh tiem tang

Khi Dn muon tao ra su ua thik nhan hieu

B CL hot vang cham

La CL tung sp moi ra thi truong voi muc gia ban dau cao va muc do khuyen mai thap. Dn tin rang gia cao se tao ra muc lai gop cao tren dvi sp, con muc co dong thap se giu chi phi mar o muc thap va do do se co dc nhiu loi nhuan tren thi truong. CL nay chi thik hop khi :

Thi truong co qui mo huu han

Phan lon thi truong deu bit densp do

Nguoi mua san sang tra gia cao

Su canh tranh tiem an dau hieu sap xay ra

C, Cl xam nhap chop nhoang

La CL tung sp moi ra thi truong voi muc gia ban dau thap va muc co dong cao voi hi vong dat dc muc do tham nhap nhanh va thi phan rat lon. Cl nay chi fu hop khi:

thi truong lon

KH chua bit den sp

Hau het KH deu nhay cam ve gia

Co tiem an kha nang canh tranh quyet liet

Chi fi sx 1 dvi sp giam dan khi qui mo sx tang va tang tik luy dc kinh ngiem sx

D, Cl xam nhap tu tu

La CL tung sp moi ra tt voi muc gia ban dau va muc do co dong thap. Gia thap se khuyen khik KH nhanh chong chap nhan sp, cp co dong thap nham dat muc lai rong cao.CL nay fu hop khi:

Thi truong co nhu cau nhay cam ve gia nhung it co dan theo cac yeu to co dong

Tt co qui mo lon

Tt da bit ro sp

Tt co kha nang canh tranh tiem tang