XÂY DỰNG một BẢN kế HOẠCH MARKETING cho G7 trung nguyên

37 634 8
  • Loading ...
1/37 trang

Thông tin tài liệu

Ngày đăng: 27/08/2013, 18:02

Giới thiệu sơ lược về Trung Nguyên………………………………………2XÂY DỰNG MỘT BẢN KẾ HOẠCH MARKETING…………………...3I.Tóm lược nội dung……………………………………………………….II.Tôn chỉ hoạt động……………………………………………………….III.Phân tích môi trường bên ngoài………………………………………..3.1.Phân tích thị trường chung……………………………………………..3.1.1.Môi trường kinh tế………………………………………………….3.1.2.Môi trường chính trị pháp luật………………………………………3.1.3.Môi trường văn hóa…………………………………………………3.2.Tình hình ngành cà phê hòa tan……………………………………….3.3.Tình hình đối thủ……………………………………………………..3.3.1.Những đối thủ của G7………………………………………………3.3.2.Tìm hiểu một số thông số về đối thủ cạnh tranh……………………..3.4.Tình hình nhà cung cấp……………………………………………….3.5.Tình hình nhà phân phối…………………………………………….IV.Phân tích tình hình nội bộ……………………………………………..4.1.Kết quả kinh doanh………………………………………………..4.2.Phân tích những vấn đề chiến lược……………………………4.2.1.Mục tiêu Marketing …………………………………………………4.2.2.Định vị sản phẩm……………………………………………….4.2.3.Thị trường mục tiêu……………………………………………….4.2.4.Lợi thế cạnh tranh……………………………………….4.3.Mức độ hiệu quả của chiến lược Marketing hỗn hợp.V.Phân tích mô hình SWOT.5.1.Điểm mạnh5.2.Điểm yếu.5.3.Cơ hội5.4.Thách thức.5.5.Kết luận.5.6.Lua chon chien luoc.VI.Mục tiêu Marketing.6.1.Mục tiêu kinh doanh.6.2.Mục tiêu Marketing.VII.Chiến lược Marketing.7.1.Chiến lược cạnh tranh.7.2.Định Vị.7.3.Chiến lược Marketing hỗn hợp.7.3.1.Chiến lược sản phẩm.7.3.2.Chiên lược giá7.3.3.Chiến lược phân phối7.3.4.Chiến lược cổ động,truyền thông.VIII.Tổ chức và thực hiện.8.1.Kế hoạch hoạt động.8.1.1.Quy trình hoạt động.8.1.2.Kế hoạch hoạt động năm 2011.8.2.Ngân sách.IX.Đánh giá kết quả kế hoạch Marketing.X.Phụ lục.  !    ! " # " $% & '( ) *+% " ,*%-'./0001 /023450 //06789:40 ///0;<=36>?8@00 10A0;<=B>00 10A0A06>CD0 10A006>=BEFEG 10A0106>H2I 100JJ@@EKII0 1010JJ:LM00 1010A0N:LMMIO 10100J3P34L6L:LM9I00 10Q0JJ@RE0 10S0JJ@E<EL0 /T0;<=JJ4?400 Q0A0'DUVC58I00 Q00;<=NR:D Q00A0ICW Q000XBBVEY30 Q0010B>30 Q00Q0D9I0 Q010Z:4UVMIDICW[E0 T0;<=36J\]+0 S0A0XP339 S00XP3D0 S010,4 S0Q0FZ0 S0S0'DG0 S0^0I8W80 T/0ICW0 ^0A0C58I0 ^00ICW0 T//0,DICW0 O0A0,D9I0 O00XBTB0 O010,DICW[E0 O010A0,DVEY30 O0100,F O01010,DE<EL "#$%&'()(*+$ ,-./)  ! O010Q0,D_:4`60 T///0_Z@a0 b0A0'D8989:40 b0A0A0cJ89:40 b0A00'D8989:4H3dAA0 b00<F0 /0XFFCDUVCD89ICW0 0;0 "#$%&'(0(*+$ ,-./)  !  -I:>@8NIH3Aee^f@Ag@E8hMIT I3`:gI2985a:=@i@@E UW4R:L>5jV8@8@0,78KAd H3`k34g@El?mn3NIMEM@E$64` :g[5G@34GE:8@j39^6@o,6 _Ep`6_Ep@EKII`6 **@E`6_Ep39@5BO`6 6?FhI3T@658ITWI38?IIWqI rTsF@=?I8t3oVuR`D?D`C58I@`@ EvU@5BE<EL`?Fh:908 I`GE:8@wEFPAd6@`C58I @:I590  XE88FE536JC58IU9T I3`I`:g23439pAdddUF@E UV@bUFi8@ox`G`\IE8W`FI` cL`,I3EI`$II`yCII0\VEY3@E@@ EKIIO:g:uRCY:DQ1ULIDFB> z:P3x`cL0$9:2`{:gu<5a :34LAddd|I@@<3E<EL0   A^}d^}Aee^o'iEi$6I4r\VuR@C58I@`@ Es  AeebouRi;0*,?nCY~I9t V3ZF983~@8LAddUF@E0  dddoXF5RaEFP?na59*@4@p:p U:DG$V  ddAo23•C€E8@UL@DEU 9\IE8W@DEW8@,I3EI`FI  ddo\VEY3@I:>  dd1o-I:>@EKIIO@uRCYO:DFULIEFP  ddQoi3UF@E9G$V`39^dd UF@E9T`AA@E<EL`Oddd:P3?F@@Se`ddd|I @?FhVEY3 "#$%&'(.(*+$ ,-./)  !  ddSo'F@@3FIuI9$6I4@@3F@E KII  RT I3 9$J    6 RI uI @ Ad`dddR}H3  @  @  E  KI  I  @  1`dddR}H30  X9  Z  G .y-.;%;ra@6EL@,R@E8sMI D0,=ZCIC5BH2I@;8cF 9<3Xt0;FPLUF@E:D8LA0dddUF@ E@a5MIUULD?nFUF@E 9FG$V`\IE8W`FI`,I3EI` cL`yIW`•`$II0  dd^oXp@u<5aEFPLE<ELOIR TI3@u<5a`Y2ILU8`:Y 39EFPUiULD0-I3€66?Fh I3T@658ITWI38?IIWqIrTs2i :•9\IE8W0 ! wi@34GE:8@t3Ad6@89:4 8Fxat`D?D`uRCY@E`C58I?R:4V`H 6@68H3ddO0*IGE:8@:g?I8t3F6o ,6  ,_  ;p ‚ T  O rOIs`  ,6   TWI3 8?I  IWqI rTs`,6?Fh6I3T@F6VuR@E000 GE:8@23EFP3439CE<EL4:BI6L` ?I8t3C8VAdd@E<EL4:BI@:p^Q7@kI:D dAd`8xaM:98MIGE:8@ƒ@3•@@E0 ,6_Ep@6,_Ep‚ TOrOIs:I F8DY?B4J@I85BZC8F9TI3@\IE8W0 8@I`wu<5a34<3@ED34 :>@ED9$6I4`5aF:g?€:p:Ci:48 H3ddO0GEEFPk^6@Ad6@ 8>I0EFP3439CE<EL4:BI8 L`?I8t3C8VAdd@E<EL4:BI@:p^Q7@kI :DdA0,6:IF8DY?B4J@I85BZC8F9 TI3@\IE8W0<5a34:>@E9$6G "#$%& ' () ' *+ , -. / 01+ ' 20(+3-456 55678 , 9: ' ;7 '  0 "#$%&'(1(*+$ ,-./)  !  < „ 3… „ I „ \ ) 3o  p3Joi@34GE:8@†:Ya[5GMICD TI3`NNaaMCDULI@C5G`Z 3834CFzX9TCF3EF@E0  \Z3o985a@:pUI3I98 >iZ@EtV3ZF98@3a@8 8E8F:G3:@H2IT0  I )  " 6 ) 8 ‡ o  'tF98  ;FP@?V8  R>5j@3<3  <5a@6j:LF  ;FPt<a39  RUV@3V  2EEpu<5a4:t   „ 3o  ,I „ EI „ 38 )  ) 6 ) :W " E  ,I „ EI „ H " 8 „ C )  )   ,I „ E:W3I "  " I „ 8 „ I ) : )  " EI )  & ? „  ‡   \8IMIg@Eo~'tF98~  T6:Eˆ-yy(‰/*Š/‹,Œ%*•!Ž/ (yT•X%(,•;*(~:PUIRDL9 LUF`GE@8FM:o  %3P`:I33@Eo  ,7EN89VEY3@ER:•?R  \|5N6:9R‚$=UD;X6:• ?0  X4{E::@898@I3PC••@Ej 34p@E3o  '6I:•?:W39tV3Z8F98o,jD‘ @EaF98@EFP?N`C6IUF@Ew :DCD:P3I98>@Ea8V3F`5:P CDC=L:ICVH5@F98n3:9:NH 8I`@684L0'6IIh@CDLN:I3 30 "#$%&'(2(*+$ ,-./)  !  ,8N>:I33@E`UF@Ew@•E •`wINa?t`@684LMIRV3z >:DkC€E8@D0$RCPz@I`5I€I5I<v >@I>’8v>:2W8>EF`6F8@8I 4:VEF=B@80RVwjI?34C6I@ EtR3ahI`a<@:PD:D34aI?J` @KI0 5556<=8 / >7 ? @9: ? 6 .3)34 5 4 5  6  5 73 .3)3)3 5  8 3  836 " 6 " :6 „ 5< " 8 ) C6I " 8I "  „ `8 ) … & I " 8I "  „ C65< & I8 " 8 ) CI & H3I0 „ 3I68 )  ) 3ICI )  I0\ ) 3IW ‡ U ) : " U36 & I< „  & II „ 8 ) I "  & I „ < ) I „  8 ) I0< „  „ < )  " ` " I " I & 3 „ I ) CI ) I0\ ) 3I6 "  "  E6 )  & I36 „ C ) ` )  & EI " 36 "  ) … „ < ) C ) I „ E< E6 ) < " E8 ) H )  „  ) 6 " C58I` )  ) 3I0  GoL:4HiCDMITI3ViaDE@ 393w:Dp5@3•@@E20N H3i9:<TI32L:4Hi ;CFI8@_:Bo H3dd^:9b0“`H3ddb:9^01“`H3dAd@^0Ob“000058:2Cm8 W8p5wH@3•@@E@2[:Z CaI8:4=ZMITI3@@H0XP_:B@ EFPC58I`:IIF?EFEG5D MI3JL?Fh`6  '2CHo8@H3p:<93EF:I@@H`@38 FB:t83RF8F89CF0 ƒ C58IMIF58IEiC2CH?I8>D`B >8?BFGE:8@8@23aCD9 I`B>D?B?2”E?iFE:B`E`F@8V CD00•@@EC6LF3•@5j CF`22:•j2?BViR•0 .3)303 5 4 8  6 + 8 +97: 6 3  ‡ 5‡? ) 836 „ EI ) E< " 8 )  & I „ < " 3 " C )  I &  &  & I36 „ … )  " I „ EI ) E< " I ) UH ) 3I „ I „  )  & 5 "  I „ 6‡ " `C… „ 3I ‡ 368H " :6 )  "  & I60'I ) I „  & I6I „  ‡ ?6 " < " `I ) H?I & 0 ,I )  ) I „ 3I „ I „  )  & 5 " : &  ) 5<‡ "  "  ‡ I „ :6 "  & I 6    I „   ‡   I )     UI  : )   < "   3 "    & I  6  I „     )  < "  "#$%&'(;(*+$ ,-./)  ! 3 " 0 ‡ 8I " :6 "  & I6 &  ) uI ‡ 6 " I „ : " 8I „ < " EI ) E` " 6 & : "  … )  "  & I36 " U6 ) I0  GoT@H3i:<=EMTI32u:V 2I  F  R  >`F  6  :89  8  F 58I  E    M   C 58I00:2@5R:F3k8R@†I:IP 2I†E8F58IE8C<R>`†:Y8F 58IE8EFP@F58IE8@:p @8TI30I:D34t238CDTI30€3 ?€:M@MI@@348N 58IE:E88:Y39EFPB>8 @p3IB>D:PC–:BBDMI B>ULD0  '2CHo@2VFC<R>?43FG@ H3C6P2I:_@I:_:Ip2>I:PW8 CBED0X2@34:P3DD>MIEFEGTI3:< =@<<IC8VFCDMITI3F D0R:EFE‘8F58IEC 58I9TI3ƒK?RGEpC€E@3@L JCDTI3338p3ID0 .3)3.3 5 < 8 3 6 „ 3 ‡ :H " 6 ‡  " < " ` " 6 ) UI: & 36 ) 0\ " UI<3 : ) 36 „  " `… „ :6 " EI )  &  „ … )  " I )  " 6 ) I )  "  ) u & 5I & H8 ) I „ < "  & I „ E< "  & 0TH8 ) II „  ) 6 ) <I „ 6 " : ) I „  3I0\ " CI ) I ‡ I6I ) 8`5<6 " … „ :6 "  ‡ I „ 3I &  & : )  " :I ) E  )  „ 3<‡3I ‡ `< )  " 0< ) I & I ) 5<6 " `I ) U6 ) I:I ‡ … „ 3I ) 5… „ ?I &  H ) 5<6 " `H8 ) I… „ < " I ) 6: „ EI &  )  „ H8 ) I36 " I )  "  & `8 ‡ I „ 0 ,FDLH2I2Vi<4R:L@MI> 5j0TIKMIH2I`FH2I@Ipug4> 5jp:ZJFDL@@?4EGC6F>MI36 >H2I0TH2I@<H?V5ƒ:Dp@@MI >5j .3034 5 4 5 =>+!?#@A3  X<@34B>3HA}1_p5j@E8 V0  H3dd1B>@E8@ITI3KCF’8@ M89VEY3@=:@:pUI<3`†:2726 D3xB>@WI—WrWWs@TII—W08:2`WI—W@ "#$%&'(B(*+$ ,-./)  ! ˆChLB˜BEpD3p^d“8@B>0TBD :L:2MIWI—W`>5j?BFE:•R`CYBVEY3 JC62aIzCF0XZIWI—WCR@TII—W 1b`QS“BEp0S`^“BEpK9@C8VL5@8F CF0CPkC,6,;I—WIVEY3 I—m8@IO@8@1}AA}dd1JB>TI3CPk†:2 ?€:p5™I6_C:IIFD ICW†CF@@=Z?L:L:pa5 WI—WMIWW0  XPI3I@84@:gUD:B:p TI,I—W34@3F@E8@Idy\ `6R 10dddR}H3`J2345<VuR@E8@I OAdy\ `6R0dddR}H3000  H3dAd5>B>@EKIITI3iˆ2k W3W˜C49IMIO@WI—W5>C62t CDoˆTI3@34>UL@EZMID`@@ @3H0TG9I8†IEV†3JI3Bš˜0X2@ 45?Z<3dAd::=C’38VEY3@EO3@ 6X•T{`_F3:L,6`|:D >5jTI38I:892?lMIB>@E KII@E8@8ˆ>T5j@T˜@8:pH3dAd0I I:2`@8pFQ`:LMWI—W@8B>3$€ VEY3WI—Wˆ1A˜C›3ˆA0dddH3H8*@4˜{ N6:E3I=5<4B|TI3: ?I8?J`?F8344D3NIICœEj:BM@0 "#$%&'(C(*+$ ,-./)  !  8@N_C58I@E8@IUW4W,I—W rWWs`TI,I—W`O,8——WWrs000LH3ddbB> :guR3Fg3TI3CI—Wr,6,;\NI TfTI3Cs`I8——WWr•885.3EW*85s0'Pk†:2`ˆD ?F˜MIB>@EKII:g:I90  G`=8>>:P3IB>I—WKII TI3:g2=ZS6I3I@8B>@ IoWW``,_Ep,@E$*KI``,6,;NI TI3fTI3C`•885.3EW*85@F6lCF0 .3.3%%DEF3 .3.3)3@GDEFFHI+JA+!B3  W,I—WrWWs  TI,I—W  ,I—m83Wr,6_EpNITžTI3Cs  Iu8——WWr\IE8Ws  \I?C8——WW  T@K:LMCFNI .3.303%AK7ALHEHEKDEF?3  A2:BA o@EL@:pD=@ WI—mMIWm`@:<{@:pMIM89V EY3@03z:4EFCF`WI—m@CDUVMI34 4Z@EFP3YCm85@?VH38EK =3i\•MIWm@8NH3Ae1dMIDC›0'i :p?n=EM$IŸDEu†6Iu8WIW`34 I@E`@8:pGEAe1dp@J3FD98 I3489@EFh2PLI?nF73 6`:P8DL@E9•5@H3iuZi@0  Wm6?L:pOdy\ u<5a@3F@E39T I30@3F3:•97XtIVuR.\,%• 8B> 8@uRCY`w:@889:4H3dA10'8V:p@ C–:B34pNII3CDMIWmTI3@ .\,%• `348N=MIGE:8@8@D "#$%&'(M(*+$ ,-./)  ! D0@3F3w98Idd@33@@3F DE0@3F3w26D?D@E:9@V3P |5H@t0  N7F@HOD?0P)P(0P0P@B=5ƒ:pB Ep@EKII9B>TI30<5aLE<EL@ EKII8@D0  $QAA?F@HOo@VEY3MIWWr34GE:8@:IULIs ta@=393w`t<a5t5@8@2R I8`2>I@3<5@8@VuR@EKII`6: :p86VuR@EKII`239E<EL 8@D0Wm`GE:8@_DMI\x21d9<6` 58IQO›y\ }H3`iNb0ddd3FVEY38@D` @H3@3F9bdULI@jg_`8:22, **WmTI3:29C6E$*KI0  $QAR'7F@HOoZ:4I3PH2ITI3C6F 58IE9TI30@34GE:8@:IULI:p@8 xa<@8Z:pwC6PF 58IEVuR@E0  =+SF@HO?=>#@AFH3p:<o BEp@EKIIWI—W9T I3 H3 ddS dd^ ddO ddb dde dAd B Ep 1S“ 1^“ 1b“ 1b“ 1b0Sd“ Qd“  8IMIWI—W8NH3p:<o   8IMIWI—WTI3N H3p:<0r›:t}H3s  "#$%&'()P(*+$ ,-./)
- Xem thêm -

Xem thêm: XÂY DỰNG một BẢN kế HOẠCH MARKETING cho G7 trung nguyên , XÂY DỰNG một BẢN kế HOẠCH MARKETING cho G7 trung nguyên

Từ khóa liên quan

Gợi ý tài liệu liên quan cho bạn

Nhận lời giải ngay chưa đến 10 phút Đăng bài tập ngay