Bài giảng Tìm hiểu thị trường công nghiệp

29/08/2012 1 Chương 2 Tìm hiểu thị trường công nghiệp www.dinhtienminh.net Th.S Đinh Tiên Minh Trường ĐHKT TPHCM Khoa Thương Mại – Du Lịch – Marketing Th.S Đinh Tiên Minh Mục tiêu 2 Hiểu khách hàng công nghiệp là ai. Biết cách phân loại sản phẩm công nghiệp. Nắm rõ định hướng mua hàng và các cách mua hàng của khách hàng công nghiệp. Hiểu các yếu tố môi trường ảnh hưởng đến nhu cầu thị trường công nghiệp. 29/08/2012 2 Th.S Đinh Tiên Minh Nội dung 2.1 Phân loại khách hàng công nghiệp 2.2 Phân loại sản phẩm công nghiệp 2.3 Định hướng mua hàng của KHCN 2.4 Các tình huống mua hàng của KHCN 3 2.5 Môi trường của thị trường công nghiệp Th.S Đinh Tiên Minh4 2.1. Types of Business Customers Krishna K Havaldar (2010), Business Marketing, McGraw Hill, 3rd edition, p16. 29/08/2012 3 Th.S Đinh Tiên Minh5 Krishna K Havaldar (2010), Business Marketing, McGraw Hill, 3rd edition, p16. 2.1. Types of Business Customers (cont’) Th.S Đinh Tiên Minh6 2.2. Classification of Industrial Product Krishna K Havaldar (2010), Business Marketing, McGraw Hill, 3rd edition, p18. 29/08/2012 4 Th.S Đinh Tiên Minh7 Krishna K Havaldar (2010), Business Marketing, McGraw Hill, 3rd edition, p18. 2.2. Classification of Industrial Product Th.S Đinh Tiên Minh8 Krishna K Havaldar (2010), Business Marketing, McGraw Hill, 3rd edition, p18. 2.2. Classification of Industrial Product 29/08/2012 5 Th.S Đinh Tiên Minh9 Krishna K Havaldar (2010), Business Marketing, McGraw Hill, 3rd edition, p21. Purchasing Orientation of Industrial Customers 2.3. Business Customer’s Purchasing orientation Th.S Đinh Tiên Minh10 1. Buying orientation:  Lowest Price.  Gain Power over the suppliers by using commodification & multisourcing. 2.3. Business Customer’s Purchasing orientation (cont’) 29/08/2012 6 Th.S Đinh Tiên Minh11 2. Procurement orientation:  Collaborative relationship with major suppliers.  Working closely with other functional areas. 2.3. Business Customer’s Purchasing orientation (cont’) Th.S Đinh Tiên Minh12 3. Supply Chain Management Orientation:  Deliver Value to End-Users.  Outsource Non-core Activities.  Support Collaborative relationship with major Suppliers. 2.3. Business Customer’s Purchasing orientation (cont’) 29/08/2012 7 2.4. Purchasing Practices Th.S Đinh Tiên Minh13 1. Purchasing in Commercial Enterprises  The purchasing practices depend on the nature of business and the size of the commercial entreprise as well as the volume, variety, and technical complexity of the products purchased.  The purchase decisions involve persons from departments such as production, material, finace, engineering... Th.S Đinh Tiên Minh14 1. Purchasing in Commercial Enterprises  The major tasks in purchasing process are: • Identifying potential suppliers. • Negotiating and selecting suppliers. • Ensuring right quality and quantity of material at the right time. • A long-business relationship with the suppliers. 2.4. Purchasing Practices (con’t) 29/08/2012 8 Th.S Đinh Tiên Minh15 2. Purchasing in Governement Units  The suppliers must fulfill a set of standard terms and conditions issued by procurement Dept.  There are several methods of purchasing: • Closed/ Sealed Bidding. • Open Bidding/ Open Tender. • Reverse Bidding (Buyers set the highest possible bidding price that they accept). • Government contracts (Fixed-price contract, Cost- reimbursement contract). 2.4. Purchasing Practices (con’t) Th.S Đinh Tiên Minh16 3. Institutional Purchasing  Institutional buyers are either the government or the private organisations. Thus, they follow the government purchase procedures or commercial enterprise’s one. 2.4. Purchasing Practices (con’t) 29/08/2012 9 2.5. Environmental analysis in B.M Th.S Đinh Tiên Minh17 Krishna K Havaldar (2010), Business Marketing, McGraw Hill, 3rd edition, p28. Types of Environment www.dinhtienminh.net