3. Gd sung man

Den mot thoi diem nao do muc tan doanh so cua sp se cham dan va sp buoc vao gd sung man tuong doi. Gd nay thuong keo dai hon nhung gd trc do, dat ra nhung thu thach gay go doi voi cac nha quan tri mar. da so cac sp deu dang trong gd sung man cua chu ki song va gan nhu toan bo cong viec quan tri mar deu nahm vao giai quyet nhung van de cua sp trong gd sung man do

Gd sung man co the fn thanh 3 thoi ki:

Tki sung man tang truong: co toc do tang truong doanh so bat dau giam sut , ko co kenh fan foi moi de tang cuong mac du 1so ng chap nahn muon van con mua sp.

Tki sung man on dinh:doanh so ban tinh tren dau ng ko tahy doi vi thi truong da bao hoa . da so KH tiem nang da dung thu sp do va muc tieu thu tuong lai phu thuoc vao muc tang dan so va nhu cau thay the.

Tki sung man suy tan: co qui mo doanh so giam dan, KH chuyen sang dung nhung sp khac va sp tahy the

Nhip do tang truong doanh so cham lai tao ra tinht rang du thua nang luc sx trong nganh lam cho canh tranh ngay cang gay gat. Cac doi thu canh tranh rat thuong dung cach ban giam gia. Ho day manh quangcao va tang cuong quan he voi cac trung gian fan foi va KH , bo sung them kinh fi ngien cuu va fat trien de tao ra nhung masu ma tot hon cho sp. Nhung cong viec nay lam cho lo nhuan giam. 1so doi thu canh tranh yeu bat dau rut khoi thi truong, trong nganh chi con lai nhung DN vung chac ma xu the chu yeu cua ho la o gang danh uu the canh tranh

Cac DN thuong tim cach loai bo nhung sp yeu kem va tap trung nguon luc vao cac sp co loi nhieu hon va doi khi xem thuong tiem nag to lon cua nhung sp cu hien co cua minh. Nhung ng la Mar can fai xem xet 1 cach co he thong cac chien luoc tt, sp va cai tien mar_mix

A CL doi moi thi truong

DN co gang lam tang kha nang tieu thu sp hien co theo 2 huong :tang so ng su dung va tang muc su dung cua moi ng. tang so ng su dung co the bang cach tim kiem nhung KH moi , tham nhap vao nhung fan doan thi truong moi, gianh lay KH cua doi thu canh tranh. Tang muc do su dung cua nhung KH hien co bang cach thuyet fuc ho su dung thuong xuyen hon, fat hien ra nhung cong dung moi va khuyen khick ho su dung theo nhieu cach da dang hon. Ng lam mar co the dinh vi lai nhan hieu sp nham thu hut 1 an doan thi truong lon hon hoac co kha nag fat trien manh hon

B doi moi sp

Doi moi cac thuoc tinh cua sp nhu chat luong , dac tinh, kieu dang de thu hut them KH va co dc cong dung nhieu hon

CL tang cuong chat luong nham nang cao nham nang cao hieu nag cua sp nhu do ben, do tin cay, toc do. CL nay cop hieu qua chung nao ma chat luong con co the cai tien dc, ng mua con tin loi tuyen bo ve chat luong da cai tien va con co nhieu ng mua mong muon co chat luong cao hon

Cl tang cuong dac tinh: nham tang them nhung tinh chat dac trung moi de lam tang them cong dung, su da dang, muc do an toan hoac su thuan tien cua sp. CL nay co kha nang tao nen hinh anh va tinh than oi moi DN va tranh thu dc su trung tahnh cua 1 so fan doan thi truong, coi trong dac tinh do. Tuy nhien CL nay de bi doi thu canh tranh bat chuoc

CL cai tien kieu dang: nham lam tang tinh hap dan ve tham mi cua sp. Viec dinh ki tung ra thi truong nhung sp cokieu dang moi dc xem la cacnh tranh ve hinh thuc sp chu ko fai la canh tranh ve chat luong sp. Thuc chat la tao ra dac diem doc dao ve hinh thuc, cau truc mau ma va bao bi de KH de nhan biet nham thu hut KH moi , dong thoi van tranh thu dc nhung KH trung thanh voi nhan hieu sp

c. cai tien mar_mix

gia ca: Dn can nhac nhung kha nang giam gia ban de thu hut KH moi va cua doi thu canh tranh.. dua ra cac quyet dinh lien quan den giam gia chinh thuc, hay giam gia thong qua cac qui dinh gia dac biet.: chiet khau thuong mai, dinh gia bao gom kem theo cuoc fi van chuyen hay ko. Ke ca la kha nang tang gia de khang dinh chat luong cao hon.

Phan phoi: DN can tim cack tranh thu dc su ho tro sp va kha nang trung bay nhieu hon o cac trung gian ban le hay co the huong sang nhung kenh phan phoi qui mo lon

Co dong: DN can xem xet nhung co hoi quang cao hieu qua hon, phan tick kha nang thay doi noi dung va hinh thuc cua thong diep quang cao, cach thuc va fuong tien truyen dat, tan suat, thoi diem quang cao, ngan sach..su dung nhung cong cu va hinhthuc khuen' mai nang dong hon nhu muc hoa hong cao, dieu kien tin dung uu dai, giai thuong hoac qua tang kem theo..

Dich vu:dn cung co the cung ung nhung dich vu moi va chat luong dich vu tot hon cho KH