QUESTIONS ROUND 2 CMO THINK & ACTION 2014

A. TM TT TNH HUNG
Trong nhng nm gn y, nh mu m a dng, cht lng tt, hng may mc
Vit Nam ngy cng chim t l ln trn th trng. Nu nh trc y ngi tiu
dng u tin s dng nhng mt hng c ct may sn nhp khu c bit t Trung
Quc bi mu m a dng, gi r...Tuy nhin ngun hng thng c li v thng xy
ra cc s c hng nhi, hng km cht lng...y chnh l c hi cho nhng doanh
nghip thi trang Nam trong nc pht trin.

Catsashop mt thng hiu thi trang nam ra i nm 2011 ang pht trin v
rt nhiu bn nam t la tui 18-28 bit n. Ch sau hn 3 nm, cng vi s nng
ng ca th trng Si Gn, hng kinh doanh ng n v khng ngng gia tng
cht lng sn phm, cht lng dch v, cho n nay Catsashop s hu h thng
trn 40 chi nhnh c mt trn ton quc, tp trung chnh ti a bn thnh ph H Ch
Minh (hn 20 ca hng).

Cc mt hng chnh ca Catsashop l o thun khng c, o thun c c, o ba l,
o khoc, o smi, qun jeans, qun kaki, qun short v ph kin (ti, cravat).
Catsashop cam kt cung cp nhng sn phm vi cht lng n nh, mu m ph hp
cho gii tr vi gi c phi chng. Mt trong nhng u im v im ca cng ty t
sn xut nn m bo cht lng v gi c hp l, ph hp vi ti tin, mu m a
dng.







B. THCH THC
Catsashop tuy c nhng thnh cng nht nh nhng cha c nh v r rng
trong lng khch hng. V kh tr so vi mt th trng thi trang rt nng ng v
y cnh tranh nn hin ti ch chim 8% th phn thi trang nam trung cp. Ch ni
n nhng nhn hiu thi trang trong nc th c rt nhiu thng hiu chim c
th phn n nh v xy dng c lng tin i vi khch hng nh: Blue Exchange
ca cng ty Thi trang Xanh C Bn, PT2000 ca cng ty TNHH may Phm Tng
2000, Ninomaxx ca cng ty Thi trang Vit... bn cnh cn rt nhiu nhn hng
thi trang nc ngoi hng n phn khc ph thng.

C. YU CU CNG VIC
Gi nh bn l nhm Marketing ca Catsashop, nhm bn hy tm kim nh v
thng hiu ph hp v xy dng k hoch Marketing trong vng 01 nm vi kinh ph
800 triu VN.

D. MC TIU K HOCH
1. Tng th phn ca Catsashop thm 10% bng cch thu ht khch hng ca i th
cnh tranh bi nh v thng hiu c o.
2. Tng nhn bit ca Thng hiu n i tng mc tiu trn ton min Nam
ln 30%.

E. I TNG MC TIU CHNH
- Nam gii
- Tui t 18-28
- Thu nhp : trn 5 triu ng/thng

F. KHUNG IM TNG NG:
1. Phn tch bi cnh 10
2. Key insight 20


3. xut chin lc nh v thng hiu 30
4. xut chin lc marketing vi 1 (hoc ti a 2) tng ln, c tnh kh thi 25
5. xut k hoch thc hin v ngn sch ph hp 5
6. xut ch s nh gi thnh cng v cch thc theo di hiu qu (KPIs &
measurement tracking) 5
7. u t v thm m, cch trnh by bi 5

G. LU THC HIN
- Cc nhm phi thc hin bi trnh by di dng PDF khng qu 40 slides.
- Hn cui np bi v cho BTC trc 10h ngy 05/09/2014.
- Phng thc np bi qua email cmothink-action@margroup.edu.vn
Subject mail, v file nh km trong mail khi cc i gi v cn c lu tn theo c
php: [CMO THINK&ACTION 2014][BAI THI VONG 2][TN I]
- Bui Presentation thuc vng 2 s din ra vo 13h 17h30 ngy 06/09/2014 v 8h-
12h ngy 07/09/2014.
Mi i s c 20p thuyt trnh 10 pht phn bin.

THNH PHN BAN GIM KHO
1/ Thy inh Tin Minh - Ging vin b mn marketing, trng H Kinh T Tp.H
Ch Minh.
2/ Thy V Vn Quang - Chuyn gia thng hiu hng u Vit Nam, vi 20 nm
lm vic trong lnh vc brand & marketing.
3/ Anh Trn Hng Thin - Anh hin l General Manager GCOMM Vietnam, v l
ging vin trung tm AiiM.
4/ Ch Trng Th M Linh - Hin l Gim c chin lc (Strategic Planning
Director) ti Phibious Vietnam.
5/ Ch Denise Thi - ng sng lp, kim gim c iu hnh ca Emerald Vietnam.
6/ Ch Nguyn Thy Linh Ct Tng G Thng hiu Thi Trang Nam Catsashop.

*** BE DYNAMIC BE CREATIVE BE CONFIDENT ***