{"id":51423,"date":"2022-05-31T10:32:33","date_gmt":"2022-05-31T03:32:33","guid":{"rendered":"http:\/\/amis.misa.vn\/?p=51423"},"modified":"2023-08-05T09:12:20","modified_gmt":"2023-08-05T02:12:20","slug":"chien-luoc-marketing-cua-ta-giay-bobby","status":"publish","type":"post","link":"https:\/\/amis.misa.vn\/51423\/chien-luoc-marketing-cua-ta-giay-bobby\/","title":{"rendered":"Chi\u1ebfn l\u01b0\u1ee3c Marketing c\u1ee7a t\u00e3 gi\u1ea5y Bobby c\u00f3 g\u00ec \u0111\u1eb7c bi\u1ec7t?"},"content":{"rendered":"

V\u1edbi s\u1ef1 n\u1ed7 l\u1ef1c kh\u00f4ng ng\u1eebng, Bobby ng\u00e0y c\u00e0ng kh\u1eb3ng \u0111\u1ecbnh v\u1eefng ch\u1eafc v\u1ecb th\u1ebf th\u01b0\u01a1ng hi\u1ec7u t\u00e3 b\u1ec9m tr\u1ebb em tr\u00ean th\u1ecb tr\u01b0\u1eddng. V\u1eady chi\u1ebfn l\u01b0\u1ee3c Marketing c\u1ee7a t\u00e3 gi\u1ea5y Bobby c\u00f3 g\u00ec \u0111\u1eb7c bi\u1ec7t? C\u00f9ng MISA AMIS t\u00ecm hi\u1ec3u ngay qua b\u00e0i vi\u1ebft d\u01b0\u1edbi \u0111\u00e2y!<\/strong><\/p>\n

I. Gi\u1edbi thi\u1ec7u t\u1ed5ng quan v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u Bobby<\/strong><\/h2>\n

H\u1eb1ng n\u0103m v\u1edbi kho\u1ea3ng 1,6 tri\u1ec7u tr\u1ebb em \u0111\u01b0\u1ee3c ra \u0111\u1eddi v\u00e0 Vi\u1ec7t Nam \u0111\u00e3 tr\u1edf th\u00e0nh m\u1ed9t trong nh\u1eefng th\u1ecb tr\u01b0\u1eddng kh\u00e1 h\u1ea5p d\u1eabn \u0111\u1ed1i v\u1edbi c\u00e1c doanh nghi\u1ec7p kinh doanh c\u00e1c s\u1ea3n ph\u1ea9m t\u00e3, b\u1ec9m. V\u1edbi l\u1ed1i s\u1ed1ng ng\u00e0y c\u00e0ng hi\u1ec7n \u0111\u1ea1i \u0111\u00f2i h\u1ecfi nh\u1eefng \u0111i\u1ec1u nhanh ch\u00f3ng, ti\u1ec7n l\u1ee3i, th\u1ecb tr\u01b0\u1eddng t\u00e3, b\u1ec9m ng\u00e0y c\u00e0ng tr\u1edf n\u00ean s\u00f4i \u0111\u1ed9ng v\u00e0 h\u1ea5p d\u1eabn nhi\u1ec1u doanh nh\u00e2n. Theo c\u00f4ng ty nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng TNS, t\u1ed1c \u0111\u1ed9 t\u0103ng tr\u01b0\u1edfng b\u00ecnh qu\u00e2n c\u1ee7a to\u00e0n ng\u00e0nh h\u00e0ng t\u00e3 gi\u1ea5y \u0111\u1ea1t 28% trong n\u0103m 2013.<\/p>\n

\"t\u1ed5ng
T\u1ed5ng quan chi\u1ebfn l\u01b0\u1ee3c Marketing c\u1ee7a t\u00e3 gi\u1ea5y Bobby<\/figcaption><\/figure>\n

N\u0103m 2003, s\u1ea3n ph\u1ea9m t\u00e3 Bobby c\u1ee7a Diana b\u1eaft \u0111\u1ea7u th\u00e2m nh\u1eadp th\u1ecb tr\u01b0\u1eddng Vi\u1ec7t Nam trong b\u1ed1i c\u1ea3nh th\u1ecb tr\u01b0\u1eddng \u0111ang b\u1ecb chi\u1ebfm l\u0129nh b\u1edfi nhi\u1ec1u lo\u1ea1i t\u00e3 gi\u1ea5y nh\u1eadp kh\u1ea9u. Tuy nhi\u00ean, qua t\u00ecm hi\u1ec3u v\u00e0 nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng Vi\u1ec7t Nam, Diana nh\u1eadn ra r\u1eb1ng t\u00e3 gi\u1ea5y cho con ch\u1ee7 y\u1ebfu \u0111\u01b0\u1ee3c c\u00e1c b\u00e0 m\u1eb9 t\u1eeb c\u00e1c gia \u0111\u00ecnh trung l\u01b0u mua. M\u1eb7c d\u00f9 thu nh\u1eadp c\u1ee7a t\u1ea7ng l\u1edbp trung l\u01b0u Vi\u1ec7t Nam kh\u00f4ng qu\u00e1 cao, nh\u01b0ng h\u1ecd s\u1eb5n s\u00e0ng chi th\u00eam nhi\u1ec1u ti\u1ec1n h\u01a1n n\u1ebfu tin r\u1eb1ng t\u00e3 gi\u1ea5y s\u1ebd mang l\u1ea1i s\u1ef1 tho\u1ea3i m\u00e1i th\u1ef1c s\u1ef1 cho con m\u00ecnh. Thay v\u00ec cung c\u1ea5p c\u00f9ng m\u1ed9t s\u1ea3n ph\u1ea9m v\u1edbi gi\u00e1 th\u1ea5p h\u01a1n ho\u1eb7c qu\u1ea3ng c\u00e1o nhi\u1ec1u h\u01a1n, Diana quy\u1ebft \u0111\u1ecbnh tung ra m\u1ed9t s\u1ea3n ph\u1ea9m kh\u00e1c bi\u1ec7t v\u1edbi c\u00e1c s\u1ea3n ph\u1ea9m kh\u00e1c tr\u00ean th\u1ecb tr\u01b0\u1eddng: t\u00e3 gi\u1ea5y c\u00f3 m\u00e0ng \u0111\u00e1y v\u1edbi lo\u1ea1i v\u1ea3i tho\u00e1ng kh\u00ed \u0111\u1ea7u ti\u00ean t\u1ea1i Vi\u1ec7t Nam.<\/p>\n

Trong ho\u1ea1t \u0111\u1ed9ng v\u1edbi gi\u1edbi truy\u1ec1n th\u00f4ng, Diana \u0111\u00e3 c\u1ed1 g\u1eafng thuy\u1ebft ph\u1ee5c ng\u01b0\u1eddi mua h\u00e0ng r\u1eb1ng khi t\u00e3 th\u00f4ng th\u01b0\u1eddng khi\u1ebfn tr\u1ebb b\u1ecb n\u00f3ng, th\u00ec t\u00e3 m\u00e0ng nilon tho\u00e1ng kh\u00ed ch\u1ec9 gi\u00fap gi\u1ea3m nhi\u1ec7t \u0111\u1ed9 b\u00ean trong t\u00e3 xu\u1ed1ng t\u1eeb 0.2 \u0111\u1ebfn 1 \u0111\u1ed9 C th\u00ec lo\u1ea1i v\u1ea3i tho\u00e1ng kh\u00ed c\u1ee7a Diana cho ph\u00e9p gi\u1ea3m t\u1eeb 1 \u0111\u1ebfn \u0111\u1ebfn g\u1ea7n 2 \u0111\u1ed9 C. S\u1ea3n ph\u1ea9m c\u1ee7a Bobby \u0111\u01b0\u1ee3c ng\u01b0\u1eddi ti\u00eau d\u00f9ng \u0111\u00f3n nh\u1eadn. Cu\u1ed1i n\u0103m 2005, khi gi\u00e1 d\u1ea7u th\u1ebf gi\u1edbi v\u00e0 gi\u00e1 nguy\u00ean li\u1ec7u l\u00e0m t\u00e3 gi\u1ea5y t\u0103ng ch\u00f3ng m\u1eb7t, nhi\u1ec1u nh\u00e0 s\u1ea3n xu\u1ea5t quy\u1ebft \u0111\u1ecbnh t\u0103ng gi\u00e1 b\u00e1n ho\u1eb7c gi\u1ea3m k\u00edch c\u1ee1 t\u00e3 gi\u1ea5y.<\/p>\n

\"ph\u00e2n
Ph\u00e2n t\u00edch chi\u1ebfn l\u01b0\u1ee3c Marketing c\u1ee7a t\u00e3 gi\u1ea5y Bobby<\/figcaption><\/figure>\n

Qua ho\u1ea1t \u0111\u1ed9ng nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng, Diana ph\u00e1t hi\u1ec7n ra r\u1eb1ng c\u00e1c b\u00e0 m\u1eb9 Vi\u1ec7t Nam th\u01b0\u1eddng d\u00f9ng tr\u00e0 xanh t\u1eafm cho con \u0111\u1ec3 ch\u1ed1ng h\u0103m da v\u00e0 d\u01b0\u1ee1ng da cho tr\u1ebb. D\u1ef1a tr\u00ean c\u01a1 s\u1edf \u0111\u00f3, Diana \u0111\u00e3 cho ra \u0111\u1eddi s\u1ea3n ph\u1ea9m m\u1edbi Bobby Fresh ch\u1ed1ng h\u0103m v\u1edbi tinh ch\u1ea5t tr\u00e0 xanh. Th\u00f4ng qua ch\u01b0\u01a1ng tr\u00ecnh qu\u1ea3ng c\u00e1o v\u1edbi th\u00f4ng \u0111i\u1ec7p “Hi\u1ec3u \u0111i\u1ec1u tr\u1ebb ch\u01b0a n\u00f3i<\/em>“, Diana n\u1ed7 l\u1ef1c x\u00e2y d\u1ef1ng Bobby Fresh l\u00e0 s\u1ea3n ph\u1ea9m d\u00e0nh cho nh\u1eefng \u00f4ng b\u1ed1 b\u00e0 m\u1eb9 n\u0103ng \u0111\u1ed9ng, lu\u00f4n th\u1ea5u hi\u1ec3u v\u00e0 h\u1ebft m\u00ecnh v\u00ec con c\u00e1i. K\u1ebft qu\u1ea3 l\u00e0 Bobby Fresh \u0111\u00e3 tr\u1edf th\u00e0nh t\u00e3 gi\u1ea5y b\u00e1n ch\u1ea1y nh\u1ea5t t\u1ea1i Vi\u1ec7t Nam v\u00e0o th\u00e1ng 4\/2005.<\/p>\n

\"\"<\/a><\/p>\n

II. Ph\u00e2n t\u00edch m\u00f4 h\u00ecnh SWOT c\u1ee7a t\u00e3 gi\u1ea5y Bobby<\/strong><\/h2>\n

1. \u0110i\u1ec3m m\u1ea1nh c\u1ee7a t\u00e3 gi\u1ea5y Bobby (Strengths)<\/strong><\/h3>\n