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Ch ! Ch !
ngbn ngnha!
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Target Market
110820
Marketing DeptNg Th Minh Trang
TH TRNGMC TIU
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3
Mc tiu thuyt trnh bn thn hiu v nm c kin thc c bn v chuyn ngnhca b phn m mnh ang lm vic.
TNng cao kh nng trnh din PPT Thng qua vic trao i thng tin, nng cao s hp tc trong cng
vic vi cc phng ban.
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Contents- Mc lc
1. What is Target MarketTh trng mc tiu l g?
2. Types of Market
Cc loi th trng
3. Progress of Target Market
Tin trnh ca Th trng mc tiu
4. Target Market of POSCO SS-VINA
Th trng mc tiuca POSCO SS-VINA
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Target market:
Company needsidentifying & choosing
specific market that is the most attractive
segment for company, Focusingcompanysresources on that targeted market.
Th trng mc tiu l vic cng ty nhn bit,la chn th trng chuyn bit m c linht vi cng ty, tp trung ngun lc vo thtrng nh sn .
1. What is Target Market
Th trng mc tiu l g?
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Benefits of Target Marketing
Li ch ca th trng mc tiu
Target market helps limit:- Scope of Business- Customers Segment
Thtrngmct iu sgiihn:- Phmvi k inh doanh- itngkhch hng
Concentrate resources on certain markets, avoid
economic wastage, bringing high efficiency for
companys business.
Tptrung ngunlcvo thtrngnhtnh, t rnhlng ph, thiuqucao cho doanh nghip.
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The Steps in Planning a Target Market Strategy
Cc bc lp th trng mc tiu
AnalyzeConsumerDemand
Target theMarket
Develop the
appropriate
Marketing Strategy
Phn tch nhucu khch
hng
Lachn
thtrng
Pht trin chinlc marketing
ph hp
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2. Types of Market
Cc loi th trng
Mass Marketing: one product to all buyers
Marketing i tr:mt loi sn phm cho tt c ngi mua
Diversification Product Marketing:the seller
produces a variety of products for the buyers
Marketing a dng ha sn phm: ngi bn sn xut
nhiu loi mt hng to ra s phong ph cho ngi mua
Target Marketing: selected one or some market
segments with target customers
Marketing mc tiu: mt hoc vi phn khc th trng
c chn la vi khch hng mc tiu xc nh.
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Why customer buy?
L do c bn khch hng mua sn phm
To satisfy basic needs
Tha mn nhu cu ti thiu
To solve problems
Gii quyt vn
To make themselves feel good
Tha mn mong mun ca bn thn
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3. Progress of Target Market
Tin trnh ca Th trng mc tiu
Marketing Segmentation
Phn on th trng
Target Market Choosing
La chn th trng mc tiu
Marketing Positioningnh v th trng (xc nh
v tr sn phm trn th trng)
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Marketing SegmentationPhn on th trng
Marketing Segmentation: Analyzing customer
demand, dividing the market into distinct subsets of
customers, identifying each market segments
charateristics.Phn on th trng: Phn tch nhu cu khch hng,chia th trng thnh nhng nhm ngi mua r rng,xc nh cc c im ca tng phn th trng.
Example: Base on each
customer groups demand,AAA Clothes Fashion
Producer divides into 4
market segments :
Children
Fashion Models Men
Women
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Target Market Choosing
Lachnthtrngmctiu
Target Market Choosing:
La chn th trng mc tiu:
- Evaluate attractive level of eachmarket segment. nh gi mc hp dn ca cc phn khc thtrng
- Select one or more market
segments that company aims.Lachn mt hay nhiu phn khc mcng ty mun hng n
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Marketing Positioning
nhvthtrng
Marketing Positioning (decide the position of
product on the market): planning a detailed and
appropriate marketing-mix strategy for Companys
product competition ability on the targeted market.
Xc nh v tr hng ha trn th trng:Xy dng
h thng chin lc marketing-mix chi tit v ph hp
m bo hng ha c v tr cnh tranh trn thtrng.Example: Determine company brand, decide
products, benefit for customers, etc. Xc
nh thng hiu, sn phm, cc li ch cho
khch hng v.v.
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Target Market of POSCO SS-VINA(presenters opinion)
Th trng mc tiu ca
POSCO SS-VINA ( kin ca ngi trnh by)
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POSCO SS-VINA
Product of POSCO SS-VINA: Section Steel (middle & big
size, its has not yet been produced in Vietnam). Sn phm
ca POSCO SS-VINA: thp hnh c trung v ln, cha sn
xut c Vit Nam- Section steel used in Structural Steel, Pre-engineered steel
buildings, ship building, power transmission tower etc. Thp
hnh c s dng trong nh thp tin ch, cu kin nh my,
trong ng tu, cc thp truyn ti in v.v.- 2012: Construction ; 2014: Production start
2012: khi cng xy dng; 2014: bt u sn xut
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Marketing Segmentation
Phn on th trng
Consumer of POSCO SS-VINA: all consumers that
need using Section steel, including: Ngi tiu dng
sn phm ca POSCO SS-VINA:
- Pre-engineered steel buildings companyCc nhmy thp tin ch
- Structural steel construction companyCc cng ty
xy dng thp kt cu
- Ship building factory- Cc nh my ng tu
- New construction projects that use section steel-
Cc d n xy dng mi c s dng thp hnh
- etc v.v.
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1. Pre-engi neered steel build ing s
(ZAMIL, ATAD,)2. Big Distr ibu tors
3. Ko rean Companies
4. Ship bu i ld ings
5. Small distr ibu tors
6. Big New Construct ion
projects
POSCO SS-VINAs Marketing Segmentation :
- Local Market: divides into 6 market segments
Phn on th trngca POSCO SS-VINA:- Th trng trong nc: chia lm 6 phn khc th trng
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- Export Market: there are lots of market segments
Th trng Xut khu: c nhiu phn khc th trng
1. ASEAN (Laos, Cambodia, etc)
: Posco SS-Vina export market
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2. POSCO SS-VINAs Target Market Choosing
La chn th trng mc tiuca POSCO SS-VINA
2014~2015 POSCO SS-VINA target markets:
- Local Market:
1. Pre-engineered steel buildings (ZAMIL, ATAD,)
2. Big Distributors
3. Korean Companies
6. Big New Construction projects
- Export Market:1. ASEAN (Laos, Cambodia. etc)
2. Middle East ( Saudi Arabia, UAE, etc )
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3. POSCO SS-VINAs Market Positioning
Xc nh v tr sn phm cho POSCO SS-VINA trn th
trng
I will Study hard
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~THE END~
Xin cmn,
Chc leo ni vui v~~