{"id":11361,"date":"2017-07-26T11:30:53","date_gmt":"2017-07-26T04:30:53","guid":{"rendered":"https:\/\/thitruongsi.com\/kinh-nghiem\/?p=11361"},"modified":"2017-07-26T11:30:53","modified_gmt":"2017-07-26T04:30:53","slug":"tu-gam-chan-cung-phai-biet-cach","status":"publish","type":"post","link":"https:\/\/thitruongsi.com\/kinh-nghiem\/tu-gam-chan-cung-phai-biet-cach\/","title":{"rendered":"T\u1ef1 g\u1eb7m ch\u00e2n c\u0169ng ph\u1ea3i bi\u1ebft c\u00e1ch"},"content":{"rendered":"

T\u1ef1 t\u01b0\u1edbc \u0111o\u1ea1t doanh thu (cannibalization) x\u1ea3y ra khi doanh nghi\u1ec7p gi\u1ea3m doanh s\u1ed1 ho\u1eb7c th\u1ecb ph\u1ea7n s\u1ea3n ph\u1ea9m hi\u1ec7n t\u1ea1i c\u1ee7a h\u1ecd do tung ra s\u1ea3n ph\u1ea9m m\u1edbi t\u01b0\u01a1ng t\u1ef1.<\/strong><\/p>\n

\u1ede nh\u1eefng l\u0129nh v\u1ef1c c\u00f3 t\u1ed1c \u0111\u1ed9 c\u1ea3i ti\u1ebfn v\u00e0 \u0111\u1ed5i m\u1edbi nhanh ch\u00f3ng nh\u01b0 c\u00f4ng ngh\u1ec7, c\u00e1c h\u00e3ng \u0111\u1ec1u ph\u1ea3i li\u00ean t\u1ee5c tung ra s\u1ea3n ph\u1ea9m m\u1edbi, ch\u1ea5p nh\u1eadn cannibalization \u0111\u1ec3 c\u00f3 th\u1ec3 ti\u1ebfp t\u1ee5c c\u1ea1nh tranh.<\/p>\n

Tuy nhi\u00ean, v\u1ea5n \u0111\u1ec1 quan tr\u1ecdng l\u00e0 li\u1ec7u c\u00e1c s\u1ea3n ph\u1ea9m \u0111\u00f3 c\u00f3 gi\u00fap h\u1ecd \u0111\u1ea1t \u0111\u01b0\u1ee3c doanh s\u1ed1, th\u1ecb ph\u1ea7n hay nh\u1eefng m\u1ee5c ti\u00eau kh\u00e1c nh\u01b0 k\u1ef3 v\u1ecdng hay kh\u00f4ng.<\/p>\n

Apple (M\u1ef9) l\u00e0 m\u1ed9t h\u00e3ng c\u00f4ng ngh\u1ec7 th\u1ef1c hi\u1ec7n cannibalization c\u00f3 ki\u1ec3m so\u00e1t v\u00e0 th\u00e0nh c\u00f4ng. Trong cu\u1ed9c h\u1ecdp c\u1ed5 \u0111\u00f4ng g\u1ea7n \u0111\u00e2y, CEO Tim Cook c\u1ee7a H\u00e3ng \u0111\u00e3 chia s\u1ebb tri\u1ebft l\u00fd c\u1ee7a Apple trong vi\u1ec7c gi\u1edbi thi\u1ec7u c\u00e1c s\u1ea3n ph\u1ea9m m\u1edbi.<\/p>\n

\u201cVi\u1ec7c c\u00e1c s\u1ea3n ph\u1ea9m t\u01b0\u01a1ng t\u1ef1 l\u00e0m m\u1ea5t th\u1ecb ph\u1ea7n c\u1ee7a nhau l\u00e0 m\u1ed9t c\u01a1 h\u1ed9i l\u1edbn cho ch\u00fang t\u00f4i. Tri\u1ebft l\u00fd c\u1ed1t l\u00f5i c\u1ee7a Apple l\u00e0 kh\u00f4ng bao gi\u1edd s\u1ee3 s\u1ea3n ph\u1ea9m t\u1ef1 c\u1ea1nh tranh nhau. N\u1ebfu ch\u00fang ta kh\u00f4ng l\u00e0m \u0111i\u1ec1u \u0111\u00f3 th\u00ec ng\u01b0\u1eddi kh\u00e1c c\u0169ng s\u1ebd l\u00e0m.<\/p>\n

Ch\u00fang t\u00f4i bi\u1ebft iPhone \u0111\u00e3 tranh m\u1ea5t m\u1ed9t m\u1ea3ng th\u1ecb ph\u1ea7n c\u1ee7a iPod, \u0111i\u1ec1u \u0111\u00f3 kh\u00f4ng l\u00e0m ch\u00fang t\u00f4i lo l\u1eafng. Ch\u00fang t\u00f4i c\u0169ng bi\u1ebft r\u1eb1ng iPad s\u1ebd khi\u1ebfn vi\u1ec7c kinh doanh m\u1ed9t v\u00e0i m\u1eabu m\u00e1y t\u00ednh Mac b\u1ecb gi\u1ea3m \u0111i, nh\u01b0ng \u0111\u00f3 c\u0169ng kh\u00f4ng ph\u1ea3i l\u00e0 m\u1ed1i quan ng\u1ea1i\u201d, \u00f4ng n\u00f3i.<\/p>\n

L\u1ea5y v\u00ed d\u1ee5 c\u1ee7a chi\u1ebfc iPad, Tim Cook cho r\u1eb1ng vi\u1ec7c chi\u1ebfc m\u00e1y t\u00ednh b\u1ea3ng n\u00e0y ra \u0111\u1eddi \u0111\u00e3 t\u1ea1o cho Apple c\u00f3 c\u01a1 h\u1ed9i d\u1eabn \u0111\u1ea7u m\u1ed9t m\u1ea3ng tr\u01b0\u1edbc \u0111\u00e2y c\u00f3 r\u1ea5t \u00edt h\u00e3ng tham gia. Khi th\u1ecb tr\u01b0\u1eddng m\u00e1y t\u00ednh d\u00f9ng Windows (h\u1ec7 \u0111i\u1ec1u h\u00e0nh c\u1ee7a Microsoft) l\u1edbn h\u01a1n nhi\u1ec1u so v\u1edbi th\u1ecb tr\u01b0\u1eddng c\u1ee7a m\u00e1y Mac, vi\u1ec7c Apple hy sinh m\u1ed9t ph\u1ea7n doanh thu t\u1eeb m\u1ea3ng m\u00e1y t\u00ednh \u0111\u1ec3 tham gia v\u00e0o l\u0129nh v\u1ef1c m\u00e1y t\u00ednh b\u1ea3ng l\u00e0 ho\u00e0n to\u00e0n x\u1ee9ng \u0111\u00e1ng.<\/p>\n

C\u0169ng theo Tim Cook, n\u1ebfu c\u00f3 ai \u0111\u00f3 mua iPad mini ho\u1eb7c iPad v\u00e0 n\u1ebfu \u0111\u00e2y l\u00e0 s\u1ea3n ph\u1ea9m Apple \u0111\u1ea7u ti\u00ean c\u1ee7a h\u1ecd, m\u1ed9t s\u1ed1 trong nh\u1eefng ng\u01b0\u1eddi n\u00e0y s\u1ebd ti\u1ebfp t\u1ee5c mua c\u00e1c s\u1ea3n ph\u1ea9m kh\u00e1c c\u1ee7a h\u00e3ng. Trong l\u1ecbch s\u1eed c\u1ee7a Apple, \u0111i\u1ec1u t\u01b0\u01a1ng t\u1ef1 t\u1eebng di\u1ec5n ra khi m\u00e1y nghe nh\u1ea1c iPod ra \u0111\u1eddi \u0111\u00e3 \u1ea3nh h\u01b0\u1edfng t\u00edch c\u1ef1c \u0111\u1ebfn doanh s\u1ed1 m\u00e1y Mac.<\/p>\n

Hi\u1ec7n t\u01b0\u1ee3ng cannibalization c\u0169ng di\u1ec5n ra ph\u1ed5 bi\u1ebfn trong c\u00e1c c\u00f4ng ty kinh doanh nhi\u1ec1u d\u00f2ng s\u1ea3n ph\u1ea9m t\u01b0\u01a1ng t\u1ef1. Tuy nhi\u00ean, \u0111\u00f3 th\u01b0\u1eddng l\u00e0 con dao 2 l\u01b0\u1ee1i. B\u00ean c\u1ea1nh vi\u1ec7c m\u1edf r\u1ed9ng th\u1ecb ph\u1ea7n cho c\u00f4ng ty, s\u1ea3n ph\u1ea9m m\u1edbi c\u00f2n c\u00f3 th\u1ec3 c\u1ea1nh tranh tr\u1ef1c ti\u1ebfp v\u1edbi c\u00e1c d\u00f2ng s\u1ea3n ph\u1ea9m c\u0169, th\u1eadm ch\u00ed l\u00e0m thay \u0111\u1ed5i ho\u00e0n to\u00e0n nhu c\u1ea7u c\u1ee7a th\u1ecb tr\u01b0\u1eddng khi\u1ebfn s\u1ea3n ph\u1ea9m c\u0169 b\u1ecb m\u1ea5t ch\u1ed7 \u0111\u1ee9ng.<\/p>\n

M\u1ed9t v\u00ed d\u1ee5 kinh \u0111i\u1ec3n cho tr\u01b0\u1eddng h\u1ee3p n\u00e0y l\u00e0 vi\u1ec7c Coca-Cola tung ra d\u00f2ng s\u1ea3n ph\u1ea9m Diet Coke, sau \u0111\u00f3 l\u00e0 Coke Zero \u00edt \u0111\u01b0\u1eddng v\u1edbi \u00fd \u0111\u1ecbnh nh\u1eafm v\u00e0o \u0111\u1ed1i t\u01b0\u1ee3ng quan t\u00e2m \u0111\u1ebfn s\u1ee9c kh\u1ecfe.<\/p>\n

Hai s\u1ea3n ph\u1ea9m n\u00e0y tuy \u0111\u00e3 m\u1edf ra m\u1ed9t th\u1ecb tr\u01b0\u1eddng m\u1edbi cho Coca-Cola nh\u01b0ng v\u1eabn li\u00ean t\u1ee5c g\u1eb7m m\u1ea5t kh\u00e1 nhi\u1ec1u doanh s\u1ed1 c\u1ee7a s\u1ea3n ph\u1ea9m n\u01b0\u1edbc ng\u1ecdt truy\u1ec1n th\u1ed1ng v\u00ec ng\u01b0\u1eddi ti\u00eau d\u00f9ng ng\u00e0y c\u00e0ng s\u1ee3 b\u1ecb b\u00e9o ph\u00ec. D\u00f9 v\u1eady, v\u1eabn c\u00f3 nh\u1eefng \u0111\u01a1n v\u1ecb bi\u1ebft t\u1eadn d\u1ee5ng cannibalization m\u1ed9t c\u00e1ch th\u00f4ng minh \u0111\u1ec3 \u0111em v\u1ec1 l\u1ee3i nhu\u1eadn kh\u1ed5ng l\u1ed3.<\/p>\n

Gillette l\u00e0 th\u01b0\u01a1ng hi\u1ec7u ch\u0103m s\u00f3c s\u1eafc \u0111\u1eb9p d\u00e0nh cho nam thu\u1ed9c T\u1eadp \u0111o\u00e0n P&G. M\u1ed9t trong nh\u1eefng s\u1ea3n ph\u1ea9m n\u1ed5i ti\u1ebfng c\u1ee7a h\u1ecd l\u00e0 dao c\u1ea1o r\u00e2u Mach 3 \u0111\u00e3 chi\u1ebfm l\u0129nh th\u1ecb tr\u01b0\u1eddng to\u00e0n c\u1ea7u g\u1ea7n m\u1ed9t th\u1eadp k\u1ef7.<\/p>\n

Tuy nhi\u00ean, khi dao c\u1ea1o Fusion ProGlide \u0111\u01b0\u1ee3c tung ra th\u1ecb tr\u01b0\u1eddng, thay v\u00ec \u0111\u1ea9y m\u1ea1nh marketing \u0111\u1ec3 t\u00ecm ki\u1ebfm th\u00eam kh\u00e1ch h\u00e0ng, th\u01b0\u01a1ng hi\u1ec7u n\u00e0y l\u1ea1i k\u00eau g\u1ecdi kh\u00e1ch h\u00e0ng hi\u1ec7n h\u1eefu thay th\u1ebf Mach 3 b\u1eb1ng Fusion ProGlide. \u0110i\u1ec1u n\u00e0y \u0111\u1ed3ng ngh\u0129a v\u1edbi vi\u1ec7c Gillette ch\u1ee7 \u0111\u1ed9ng cho doanh s\u1ed1 s\u1ea3n ph\u1ea9m m\u1edbi \u0103n h\u1ebft ph\u1ea7n c\u1ee7a s\u1ea3n ph\u1ea9m c\u0169.<\/p>\n

Chi\u1ebfn l\u01b0\u1ee3c n\u00e0y th\u00e0nh c\u00f4ng \u0111\u1ebfn n\u1ed7i Fusion ProGlide ch\u1ec9 m\u1ea5t c\u00f3 2 n\u0103m \u0111\u1ec3 \u0111\u1ea1t \u0111\u1ebfn c\u1ed9t m\u1ed1c 1 t\u1ec9 USD doanh thu, nhanh nh\u1ea5t trong l\u1ecbch s\u1eed t\u1ea5t c\u1ea3 c\u00e1c nh\u00e3n h\u00e0ng c\u1ee7a P&G v\u00e0 hi\u1ec7n l\u00e0 s\u1ea3n ph\u1ea9m dao c\u1ea1o r\u00e2u b\u00e1n ch\u1ea1y nh\u1ea5t th\u1ebf gi\u1edbi.<\/p>\n

V\u00e0 t\u1ea5t c\u1ea3 \u0111\u1ec1u nh\u1edd v\u00e0o chi\u1ebfn d\u1ecbch truy\u1ec1n th\u00f4ng c\u1ef1c k\u1ef3 thuy\u1ebft ph\u1ee5c \u0111\u00e3 khi\u1ebfn cho h\u1ea7u h\u1ebft nam gi\u1edbi \u0111ang d\u00f9ng Mach 3 \u1edf Anh v\u00e0 B\u1eafc M\u1ef9 quy\u1ebft \u0111\u1ecbnh \u0111\u1ed5i sang d\u00f9ng Fusion ProGlide, cho d\u00f9 lo\u1ea1i dao c\u1ea1o m\u1edbi c\u00f3 gi\u00e1 \u0111\u1eaft h\u01a1n 40% so v\u1edbi s\u1ea3n ph\u1ea9m c\u0169.<\/p>\n

C\u00f3 th\u1ec3 th\u1ea5y, c\u00e1c nh\u00e0 s\u1ea3n xu\u1ea5t \u0111\u1ec1u t\u00ednh to\u00e1n k\u1ef9 v\u1ec1 kh\u1ea3 n\u0103ng doanh s\u1ed1 s\u1ea3n ph\u1ea9m m\u1edbi \u0103n v\u00e0o doanh s\u1ed1 s\u1ea3n ph\u1ea9m c\u0169 c\u00f9ng lo\u1ea1i. T\u1eeb \u0111\u00f3, h\u1ecd l\u00ean k\u1ebf ho\u1ea1ch cho chu k\u1ef3 ra s\u1ea3n ph\u1ea9m m\u1edbi v\u00e0 chi\u1ebfn l\u01b0\u1ee3c \u0111\u1ecbnh gi\u00e1 ph\u00f9 h\u1ee3p mi\u1ec5n sao cho doanh thu t\u0103ng. B\u1eb1ng kh\u00f4ng, vi\u1ec7c tung ra s\u1ea3n ph\u1ea9m m\u1edbi \u00e0o \u1ea1t kh\u00f4ng ki\u1ec3m so\u00e1t s\u1ebd \u0111\u1ec3 l\u1ea1i h\u1eadu qu\u1ea3 kh\u00f4n l\u01b0\u1eddng.<\/p>\n

C\u00e1ch \u0111\u00e2y v\u00e0i n\u0103m, Nokia (Ph\u1ea7n Lan) v\u00e0 Samsung (H\u00e0n Qu\u1ed1c) t\u1eebng \u0111\u1ea5u tay \u0111\u00f4i v\u1edbi nhau tr\u00ean th\u1ecb tr\u01b0\u1eddng Vi\u1ec7t Nam. H\u00e3ng Nokia khi \u0111\u00f3 c\u1ee9 v\u00e0i th\u00e1ng l\u1ea1i tung ra h\u00e0ng ch\u1ee5c d\u00f2ng m\u00e1y m\u1edbi t\u1eeb cao c\u1ea5p cho \u0111\u1ebfn b\u00ecnh d\u00e2n.<\/p>\n

Tuy nhi\u00ean, s\u1ef1 kh\u00e1c bi\u1ec7t gi\u1eefa c\u00e1c s\u1ea3n ph\u1ea9m c\u00f9ng ph\u00e2n kh\u00fac l\u1ea1i kh\u00f4ng r\u00f5 r\u00e0ng, ch\u01b0a c\u00f3 s\u1ef1 \u0111\u1ed9t ph\u00e1 v\u1ec1 c\u00f4ng ngh\u1ec7 d\u1eabn \u0111\u1ebfn vi\u1ec7c kh\u00e1ch h\u00e0ng b\u1ed1i r\u1ed1i v\u00e0 ng\u1ea7n ng\u1ea1i khi quy\u1ebft \u0111\u1ecbnh mua m\u00e1y m\u1edbi.<\/p>\n

Trong khi \u0111\u00f3, d\u00f9 \u0111i sau v\u00e0 c\u0169ng cho ra \u0111\u1eddi h\u00e0ng lo\u1ea1t m\u1eabu \u0111i\u1ec7n tho\u1ea1i \u0111\u1ee7 m\u1ecdi ph\u00e2n kh\u00fac nh\u01b0ng Samsung l\u1ea1i c\u00f3 k\u1ebft qu\u1ea3 kinh doanh kh\u1ea3 quan h\u01a1n v\u00ec nh\u1eefng thay \u0111\u1ed5i v\u1ec1 c\u00f4ng ngh\u1ec7 trong c\u00e1c s\u1ea3n ph\u1ea9m m\u1edbi l\u00e0 t\u01b0\u01a1ng \u0111\u1ed1i r\u00f5 r\u00e0ng, thu h\u00fat \u0111\u01b0\u1ee3c s\u1ef1 quan t\u00e2m c\u1ee7a th\u1ecb tr\u01b0\u1eddng. Ng\u00e0y nay, Samsung \u0111\u00e3 th\u1ebf ch\u1ed7 Nokia tr\u1edf th\u00e0nh nh\u00e0 s\u1ea3n xu\u1ea5t \u0111i\u1ec7n tho\u1ea1i di \u0111\u1ed9ng d\u1eabn \u0111\u1ea7u kh\u00f4ng ch\u1ec9 t\u1ea1i Vi\u1ec7t Nam m\u00e0 c\u00f2n c\u1ea3 tr\u00ean th\u1ebf gi\u1edbi.<\/p>\n

Ngu\u1ed3n: NC\u0110T<\/div>\n","protected":false},"excerpt":{"rendered":"

T\u1ef1 t\u01b0\u1edbc \u0111o\u1ea1t doanh thu (cannibalization) x\u1ea3y ra khi doanh nghi\u1ec7p gi\u1ea3m doanh s\u1ed1 ho\u1eb7c th\u1ecb ph\u1ea7n s\u1ea3n ph\u1ea9m hi\u1ec7n t\u1ea1i c\u1ee7a h\u1ecd do tung ra s\u1ea3n ph\u1ea9m m\u1edbi t\u01b0\u01a1ng t\u1ef1. \u1ede nh\u1eefng l\u0129nh v\u1ef1c c\u00f3 t\u1ed1c \u0111\u1ed9 c\u1ea3i ti\u1ebfn v\u00e0 \u0111\u1ed5i m\u1edbi nhanh ch\u00f3ng nh\u01b0 c\u00f4ng ngh\u1ec7, c\u00e1c h\u00e3ng \u0111\u1ec1u ph\u1ea3i li\u00ean t\u1ee5c tung …<\/p>\n","protected":false},"author":4,"featured_media":11363,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[46,64,50,52],"tags":[],"class_list":["post-11361","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ban-le","category-kinh-nghiem-ban-le","category-kinh-doanh","category-thi-truong-ban-le"],"yoast_head":"\nT\u1ef1 g\u1eb7m ch\u00e2n c\u0169ng ph\u1ea3i 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