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HUTECH
Nhp tn vo
T sut li nhun
Tnh gi thnh (Z) Z = Zcost + Zpromotion + Zplace + M.R (nu c) Sales Sales (1+2+3) Tnh t sut li nhun (m%) : m% = Price - Z * 100 % Z
3. Mt s cng thc
3.1. Tnh gi thnh (Z) Z = Zcost + Zpromotion + Zplace + M.R (nu c) Sales Sales
Trong : Zdb : Gi thnh d bo m : Li nhun d kin m = m% * Zdb m% : T sut li nhun => Gdb = Zdb + m%*Zdb
Chn m%
Da vo chin lc kinh doanh ca DN trong tng thi
im ta chn m% nh sau:
Tn ti, tha mn khch hng (m% thp nht) m1% = 3% -> 7% m2% = 8% -> 10% m3% = 35% -> 40% Ti a ha Sales Doanh s bn (m% trung bnh) m1% = 15% -> 20% m2% = 12% -> 15% m3% = 40% -> 45% Ti a ha li nhun (m% cao nht) m1% = 20% -> 25% m2% = 15% -> 20% m3% = 45% -> 50%
Hm d bo sn lng (Y)
n: tng s qu
4.1. Qu 1
Ch ra quyt nh v chin lc gi bn Gdb Tnh Y1db cho qu 1 (cho c 3 SP) Tnh Z1db cho qu 1 (cho c 3 SP) Tnh G1db cho qu 1 (cho c 3 SP) Trong : Y1db = a + b . x1db Z1db = Zcost + Zpromotion + Zplace + M.R Y1db Y1db
4.1. Qu 1
Zpromotion, Zplace : Vo Run/ Xem on vn v lc ra cc chi ph ri nhn cancel
4.1. Qu 1
4.1. Qu 1
Tnh Ydb , Zdb v Gdb cho qu 1 bng file excel da vo 4 qu qu kh nh sau:
4.2. Qu 2
Chin lc chiu th
Phng thc qung co Chi ph (Zpromotion) SP
Tabloids
Broadsheets Specialist Magazines Flyers Radio
Bo kh nh
Bo kh ln c san T ri i pht thanh
40.000 $ 1
60.000 $ 30.000 $ 2, 3 2, 3
10.000 $ 1, 2, 3 30.000 $ 1
Television
Direct Marketing
Truyn hnh
Marketing trc tip
180.000 $
2, 3
70.000 $ 1, 2, 3
4.2. Qu 2
Ra quyt nh v chin lc chiu th
4.2. Qu 2
Ra quyt nh gi bn Tnh Y2db Tnh Z2db Tnh G2db Z2db c tnh nh sau: Zcost Zpromotion : T hoch nh Zplace : Vo Run/ Xem on vn v lc ra cc chi ph ri nhn Cancel
4.2. Qu 2
Tnh Ydb, Zdb v Gdb cho qu 2 bng file excel nh sau:
4.3. Qu 3
SP
Mail Order
In-store concession Companys retail store Specialist retailer Warehouse outlet
1, 2
2, 3 2, 3 1, 2, 3 1
4.3. Qu 3
Hoch nh chin lc phn phi
4.3. Qu 3
Tnh Y3db
4.3. Qu 3
Tnh Ydb, Zdb v Gdb cho qu 3 bng file excel nh sau:
4.4. Qu 4
Chin lc sn phm (Product)
Nhp YN
4.4. Qu 4
Hoch nh k hoch nhp hng ( Product ) Hoch nh chin lc knh phn phi Hoch nh chin lc chiu th Hoch nh chin lc gi bn Tnh Y4db Tnh Y4N Tnh Z4db Tnh G4db
4.4. Qu 4
Y4N > Y4db - In In (Inventory): Hng tn kho ca qu trc ( Nu YN < 0 th khng nhp hng v )
Xem In
4.4. Qu 4
Tnh Ydb, YN , Zdb v Gdb cho qu 4 bng file excel nh sau:
Ch
2
So snh sales d bo (Ydb) vi sales thc t (ytt)
3
Nu th Net profit i xung th phi thay i cc chin lc
ytt = Ydb
HUTECH