{"id":36156,"date":"2023-12-08T11:47:18","date_gmt":"2023-12-08T11:47:18","guid":{"rendered":"https:\/\/masterskills.org\/blog\/ma-tran-ansoff-ansoff-matrix-la-gi-cac-chien-luoc-su-dung-trong-ma-tran-ansoff.html"},"modified":"2023-12-24T21:43:12","modified_gmt":"2023-12-24T14:43:12","slug":"ma-tran-ansoff-ansoff-matrix-la-gi-cac-chien-luoc-su-dung-trong-ma-tran-ansoff","status":"publish","type":"post","link":"https:\/\/masterskills.org\/blog\/ma-tran-ansoff-ansoff-matrix-la-gi-cac-chien-luoc-su-dung-trong-ma-tran-ansoff.html","title":{"rendered":"Ma tr\u1eadn Ansoff (Ansoff matrix) l\u00e0 g\u00ec? C\u00e1c chi\u1ebfn l\u01b0\u1ee3c s\u1eed d\u1ee5ng trong ma tr\u1eadn Ansoff"},"content":{"rendered":"
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H\u00ecnh minh h\u1ecda (Ngu\u1ed3n: marketing-vn.com)<\/p>\n<\/div>\n<\/div>\n

Ma tr\u1eadn Ansoff (Ansoff matrix)<\/font><\/h2>\n

Kh\u00e1i ni\u1ec7m
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Ma tr\u1eadn Ansoff<\/b>\u00a0trong ti\u1ebfng Anh l\u00e0 Ansoff matrix<\/b>. N\u00f3 c\u00f3 t\u00ean g\u1ecdi kh\u00e1c l\u00e0\u00a0ma tr\u1eadn s\u1ea3n ph\u1ea9m – th\u1ecb tr\u01b0\u1eddng (Product – market matrix).<\/p>\n

Ma tr\u1eadn Ansoff (Ansoff matrix)<\/i> l\u00e0 ma tr\u1eadn d\u00f9ng \u0111\u1ec3 ph\u00e2n t\u00edch qui m\u00f4 thay \u0111\u1ed5i trong chi\u1ebfn l\u01b0\u1ee3c s\u1ea3n ph\u1ea9m v\u00e0 th\u1ecb tr\u01b0\u1eddng c\u1ee7a m\u1ed9t doanh nghi\u1ec7p.<\/p>\n

Ma tr\u1eadn\u00a0Ansoff<\/i> \u0111\u01b0\u1ee3c ph\u00e1t tri\u1ec3n b\u1edfi nh\u00e0 to\u00e1n h\u1ecdc\/qu\u1ea3n tr\u1ecb h\u1ecdc n\u1ed5i ti\u1ebfng ng\u01b0\u1eddi M\u1ef9 g\u1ed1c Nga t\u00ean Igor Ansoff. Cho \u0111\u1ebfn th\u1eddi \u0111i\u1ec3m hi\u1ec7n nay, s\u1ef1 h\u1eefu d\u1ee5ng v\u00e0 thi\u1ebft th\u1ef1c c\u1ee7a ma tr\u1eadn Ansoff <\/i>v\u1eabn lu\u00f4n \u0111\u01b0\u1ee3c \u0111\u00e1nh gi\u00e1 cao v\u00e0 minh ch\u1ee9ng qua r\u1ea5t nhi\u1ec1u tr\u01b0\u1eddng h\u1ee3p \u0111i\u1ec3n h\u00ecnh.<\/p>\n

(T\u00e0i li\u1ec7u tham kh\u1ea3o:\u00a0ansoffmatrix.com)<\/i><\/p>\n

C\u00e1c chi\u1ebfn l\u01b0\u1ee3c s\u1eed d\u1ee5ng trong ma tr\u1eadn Ansoff<\/font><\/h3>\n

M\u1ed9t doanh nghi\u1ec7p t\u00ecm c\u00e1ch \u0111\u1ea1t \u0111\u01b0\u1ee3c l\u1ee3i nhu\u1eadn v\u00e0 s\u1ef1 t\u0103ng tr\u01b0\u1edfng trong \u0111i\u1ec1u ki\u1ec7n th\u1ecb tr\u01b0\u1eddng thay \u0111\u1ed5i c\u00f3 th\u1ec3 v\u1eadn d\u1ee5ng 4 chi\u1ebfn l\u01b0\u1ee3c ch\u1ee7 y\u1ebfu:<\/p>\n

(1) Th\u00e2m nh\u1eadp s\u00e2u h\u01a1n\u00a0v\u00e0o th\u1ecb tr\u01b0\u1eddng hi\u1ec7n c\u00f3\u00a0b\u1eb1ng s\u1ea3n ph\u1ea9m hi\u1ec7n c\u00f3, qua \u0111\u00f3 l\u00e0m t\u0103ng th\u1ecb ph\u1ea7n c\u1ee7a m\u00ecnh.<\/p>\n

(2) Ph\u00e1t tri\u1ec3n th\u1ecb tr\u01b0\u1eddng m\u1edbi cho s\u1ea3n ph\u1ea9m hi\u1ec7n c\u00f3\u00a0b\u1eb1ng c\u00e1ch ph\u00e1t huy nh\u1eefng th\u1ebf m\u1ea1nh v\u1ec1 s\u1ea3n xu\u1ea5t c\u1ee7a doanh nghi\u1ec7p.<\/p>\n

(3) Ph\u00e1t tri\u1ec3n s\u1ea3n ph\u1ea9m m\u1edbi cho th\u1ecb tr\u01b0\u1eddng hi\u1ec7n c\u00f3\u00a0b\u1eb1ng c\u00e1ch khai th\u00e1c c\u00e1c th\u1ebf m\u1ea1nh v\u1ec1 marketing c\u1ee7a doanh nghi\u1ec7p.<\/p>\n

(4)\u00a0Ph\u00e1t tri\u1ec3n s\u1ea3n ph\u1ea9m m\u1edbi cho c\u00e1c th\u1ecb tr\u01b0\u1eddng m\u1edbi, ngh\u0129a l\u00e0 \u0111a d\u1ea1ng h\u00f3a ho\u1ea1t \u0111\u1ed9ng kinh doanh c\u1ea3 v\u1ec1 m\u1eb7t s\u1ea3n ph\u1ea9m v\u00e0 th\u1ecb tr\u01b0\u1eddng.<\/p>\n

Chi\u1ebfn l\u01b0\u1ee3c th\u1ee9 t\u01b0 th\u01b0\u1eddng g\u1eafn v\u1edbi m\u1ee9c \u0111\u1ed9 m\u1ea1o hi\u1ec3m hay r\u1ee7i ro cao v\u00ec n\u00f3 cho ph\u00e9p doanh nghi\u1ec7p t\u1eadn d\u1ee5ng n\u0103ng l\u1ef1c s\u1ea3n xu\u1ea5t v\u00e0 marketing hi\u1ec7n c\u00f3 \u1edf m\u1ee9c th\u1ea5p nh\u1ea5t.<\/p>\n

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(T\u00e0i li\u1ec7u tham kh\u1ea3o: Nguy\u1ec5n V\u0103n Ng\u1ecdc, T\u1eeb \u0111i\u1ec3n Kinh t\u1ebf h\u1ecdc, \u0110\u1ea1i h\u1ecdc Kinh t\u1ebf Qu\u1ed1c d\u00e2n)<\/i><\/p>\n

Coca Cola v\u00e0 th\u00e0nh c\u00f4ng khi \u00e1p d\u1ee5ng ma tr\u1eadn Ansoff
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Coca Cola c\u00f3 m\u1ed9t \u0111\u1ed1i th\u1ee7 r\u1ea5t quen thu\u1ed9c l\u00e0 Pepsi, \u1edf t\u1eebng giai \u0111o\u1ea1n hai h\u00e3ng n\u00e0y lu\u00f4n t\u1ea1o ra nh\u1eefng s\u1ef1 c\u1ea1nh tranh kh\u1ed1c li\u1ec7t tr\u00ean th\u1ecb tr\u01b0\u1eddng. Nh\u1eefng n\u0103m 80 c\u1ee7a th\u1ebf k\u1ec9 tr\u01b0\u1edbc \u0111\u00e1nh d\u1ea5u s\u1ef1 \u0111\u1ed5i m\u1edbi c\u1ee7a Coca khi h\u00e3ng \u0111\u00e3 l\u1ea7n \u0111\u1ea7u b\u01b0\u1edbc sang g\u00f3c d\u01b0\u1edbi c\u1ee7a b\u00ean tr\u00e1i c\u1ee7a bi\u1ec3u \u0111\u1ed3 ph\u00e2n t\u00edch ma tr\u1eadn Ansoff <\/i>(Ph\u00e1t tri\u1ec3n s\u1ea3n ph\u1ea9m). H\u00e3ng \u0111\u00e3 tung ra d\u00f2ng Coca Cola c\u00f3 pha th\u00eam m\u00f9i v\u1ecb nh\u01b0: Cherry, Chanh, Vani… \u0110i\u1ec1u n\u00e0y gi\u00fap Coca thu v\u1ec1 l\u1ee3i nhu\u1eadn v\u00f4 c\u00f9ng cao v\u00e0o th\u1eddi \u0111i\u1ec3m \u0111\u00f3.<\/p>\n

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Ti\u1ebfp \u0111\u00f3 v\u00e0o n\u0103m 2005, Coke Zero l\u00e0 s\u1ea3n ph\u1ea9m ra \u0111\u1eddi ch\u1ee9ng ki\u1ebfn cho chi\u1ebfn l\u01b0\u1ee3c\u00a0m\u1edf r\u1ed9ng th\u1ecb tr\u01b0\u1eddng\u00a0d\u1ef1a tr\u00ean s\u1ea3n ph\u1ea9m s\u1eb5n c\u00f3 l\u00e0 Diet Coke. Diet Coke \u0111\u00e3 ra \u0111\u1eddi v\u00e0o nh\u1eefng n\u0103m tr\u01b0\u1edbc \u0111\u00f3, th\u1ebf nh\u01b0ng s\u1ea3n ph\u1ea9m n\u00e0y l\u1ea1i nh\u1eafm \u0111\u1ebfn \u0111\u1ed1i t\u01b0\u1ee3ng l\u00e0 ph\u1ee5 n\u1eef v\u00e0 kh\u00f4ng th\u00edch u\u1ed1ng qu\u00e1 nhi\u1ec1u \u0111\u01b0\u1eddng.\u00a0<\/p>\n

Tuy nhi\u00ean ch\u00ednh s\u1ef1 thay \u0111\u1ed5i nh\u1ecf trong c\u00e1ch thi\u1ebft k\u1ebf v\u1ecf lon m\u00e0u \u0111en kh\u1ecfe kho\u1eafn, c\u00f9ng chi\u1ebfn d\u1ecbch marketing t\u01b0\u01a1ng ph\u1ea3n \u0111en tr\u1eafng (nam\/n\u1eef) \u0111\u00e3 thu h\u00fat \u0111\u1ed1i t\u01b0\u1ee3ng kh\u00e1ch h\u00e0ng l\u00e0 nam gi\u1edbi r\u1ea5t nhi\u1ec1u. \u0110i\u1ec1u n\u00e0y \u0111\u01b0\u1ee3c coi l\u00e0 b\u01b0\u1edbc \u0111i th\u00e0nh c\u00f4ng nh\u1ea5t trong l\u1ecbch s\u1eed c\u1ee7a Coca Cola.<\/p>\n

G\u1ea7n \u0111\u00e2y nh\u1ea5t v\u00e0o n\u0103m 2007, Coca Cola \u0111\u00e3 ch\u00ednh th\u1ee9c b\u01b0\u1edbc sang chi\u1ebfn l\u01b0\u1ee3c cu\u1ed1i c\u00f9ng trong ma tr\u1eadn Ansoff<\/b> \u0111\u00f3 ch\u00ednh l\u00e0\u00a0\u0110a d\u1ea1ng h\u00f3a.\u00a0Khi nh\u1eadn th\u1ee9c c\u1ee7a kh\u00e1ch h\u00e0ng v\u1ec1 s\u1ee9c kh\u1ecfe ng\u00e0y c\u00e0ng gia t\u0103ng v\u00e0 s\u1ef1 \u01b0a chu\u1ed9ng \u0111\u1ed1i v\u1edbi \u0111\u1ed3 u\u1ed1ng carbonate ng\u00e0y c\u00e0ng gi\u1ea3m, Coca Cola \u0111\u00e3 t\u00e1o b\u1ea1o mua l\u1ea1i Glaceu nh\u1eb1m ti\u1ebfn th\u00e2n v\u00e0o th\u1ecb tr\u01b0\u1eddng \u0111\u1ed3 u\u1ed1ng “l\u00e0nh m\u1ea1nh”.\u00a0<\/p>\n

Ch\u01b0a d\u1eebng l\u1ea1i \u1edf \u0111\u00f3, nh\u1eb1m l\u1ee3i d\u1ee5ng v\u00e0 t\u0103ng \u0111\u1ed9 ph\u1ee7 c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u tr\u00ean th\u1ecb tr\u01b0\u1eddng, Coca Cola c\u00f2n ti\u1ebfn h\u00e0nh \u0111\u1ea7u t\u01b0 s\u1ea3n xu\u1ea5t m\u1ed9t lo\u1ea1t c\u00e1c v\u1eadt ph\u1ea9m kh\u00f4ng c\u00f3 s\u1ef1 li\u00ean quan r\u00f5 r\u1ec7t t\u1edbi s\u1ea3n ph\u1ea9m truy\u1ec1n th\u1ed1ng nh\u01b0: B\u00fat, k\u00ednh, \u00e1o ph\u00f4ng v\u00e0 th\u1eadm ch\u00ed l\u00e0 t\u1ee7 l\u1ea1nh.<\/p>\n

(T\u00e0i li\u1ec7u tham kh\u1ea3o: kgmoore.co.uk)<\/i><\/p>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"

\n Ma tr\u1eadn Ansoff (ti\u1ebfng Anh: Ansoff matrix) l\u00e0 ma tr\u1eadn d\u00f9ng \u0111\u1ec3 ph\u00e2n t\u00edch qui m\u00f4 thay \u0111\u1ed5i trong chi\u1ebfn l\u01b0\u1ee3c s\u1ea3n ph\u1ea9m – th\u1ecb tr\u01b0\u1eddng c\u1ee7a m\u1ed9t doanh nghi\u1ec7p.\n <\/div>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[422],"tags":[],"_links":{"self":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/36156"}],"collection":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/comments?post=36156"}],"version-history":[{"count":3,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/36156\/revisions"}],"predecessor-version":[{"id":68734,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/36156\/revisions\/68734"}],"wp:attachment":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/media?parent=36156"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/categories?post=36156"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/tags?post=36156"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}