Lm th no nh gi sn phm ca bn bn l, nh

phn phi, v trc tip n !oanh s bn hng ca ng"#i

ti$% !&ng
Rt nhiu bi vit s ni v cch thc hin nh gi da trn chi ph hoc gi da trn gi tr, nhung
y l mt cuc tho lun th gii thc ca nhng g mong oi v lm th no nh gi sn phm
ca ban khi bn sn phm ca ban thng qua cc knh bn hng khc nhau.
'c nh chi ph( ca bn )*t +ng ,-./0
y l kha hoc tiu hoc, nhung ban s ngac nhin nhu th no chng ta thung gp phi nhng
khch hng khng c mt nm bt chi tit v chi ph ca ho hng. Tt c moi th s bt u t y, v
vy ban cn phi bit chnh xc bao nhiu on v co bn ca chi ph bn hng. Mt on v bn hng l
g? Vng chng ta hy s dung cc widget trung kinh doanh truyn thng v du ca chng ti. Nu
ban bn cc vt dung c nhn, sau mt widget l on v bn hng ca ban. Tuy nhin, nu ban chi
bn chng trong cc hp ca nm, sau hp l on v bn hng ca ban. Nu ban bn cho ho c hai
c nhn v trong mt hp - sau ban c hai loai on v bn. V ban cn phi xc nh gi vn hng
trn mi.
Lm th no bn 1c nh chi ph( ca hng h2a3 4ao g5m
nh6ng g73
Vng, bt c iu g m i vo on v cui cng ca bn nn uoc bao gm. Sau chng ta s thm
mt cht cho chi ph bin i ( iu trung bnh ra). V vy, cho widget ca chng ti, chng ta hy gi
s cc nguyn liu c gi 60 , ch bin cc nguyn liu c gi 10 , v ch tao cc sn phm (hoc
bng dy chuyn sn xut hoc bng tay) chi ph 30 . Cho n nay COG ca chng ti l $
1,00. Nhung chng ti khng thc hin uoc nu ra. y chi l tng chi ph cho qu trnh sn xut ca
chng ti - i t nguyn liu n thnh phm.
Li8% 9 -h bin 9 -h to : -hi ph( ;n 1%*t ,< =>??0
Thng thung, sn phm hon thnh ca ban s cn phi ng gi. xc nh chi ph bao b ca
ban, bao gm chi ph ca bt ky vt liu chua hon thnh (ng, chai, ng gi u phng, vv) v chi
ph hon thnh - in trn hp, nhn, sng loc lua trn ng, vv V vy, nu phu tng ca chng ti i trong
mt ci bnh, v bnh chi ph 30 v nhn ca lo, sau khi in n, chi ph 20 (trung bnh cho mi nhn
nu chng ti t hng 1000 nhn). Chng ti cng cn phi bao gm p dung cc nhn hiu
ny. iu ny c th uoc t ng hoc bng tay, nhung n vn cn mt chi ph lin kt vi n. Gi
s chng ta ang p dung nhn bng tay, n 1000 lo, v sau khi dn nhn chng ti dnh phu tng
ca chng ti trong bnh, v nim phong bnh. Qu trnh ny mt khong 60 giy cho ngui lao ng
trung bnh. Cc nhn vin kho uoc tr $ 10.00 mi gi - v vy chi ph cho cc ng dung nhn l
khong 17 - chng ti s lm trn thnh 20 v s c bin i trong qu trnh ny.
By gi, phu tng lo ca chng ti l vu phi tr ph, v vy chng ti ua bnh ca chng ti trong mt
hp. By gi, chng ta cn thm hp ca chng ti v chi ph in n bao b hp chi ph ca chng
ti. V chng ti s cn thm thi gian cho vic t bnh ca chng ti vo mt hp v nim phong
hp. Gi s hp in l 20 v chng ti s phn b cho 10 thi gian t bnh vo hp v ng du
vo hp.
-hi ph( v@t li8% 2ng g2i 9 hAi 9 ;n 1%*t : -hi ph( 2ng g2i ,< B>??0
CDng E%$n v@n ch%Fn v g2i ra
Chng ti c th c mt on v bn thnh phm; ng hp ca chng ti, lo, phu tng. Nhung chng
ti khng thc hin vi COG. Chng ta cn phi khu hao chi ph b sung vo chi ph ca sn phm
ca chng ti. Cho n nay, chng ti chi ch yu x l vi chi ph cng. Nhung chng ta cn phi
bao gm mt s chi ph mm. y l nhng mt hng uoc yu cu cung cp sn phm ca chng
ti ra th trung. V chng ta ang bn cho cc nh bn l, nh phn phi, v trc tip n ngui tiu
dng - chng ti s cn phi tnh n vn chuyn v bao b bn ngoi cho tt c ba knh bn hng.
Khi bn cho cc nh bn l v nh phn phi, chng ti s cn phi thch ng vn chuyn n cc a
im ca ho. V v ho khng th chi on gin l mua mt lc, chng ti s phi ra gi bao b bn ngoi
v bt ky vt liu gi ra. Gi s chng ti gi ti thiu l 12 vt dung cc nh bn l v nh phn
phi. Chng ti s cn phi mua mt hp sng cha 12 vt dung ca chng ti ng hp ring gi
an ton trong qu trnh vn chuyn. Chng ti may mn, v chng ti tm thy mt hp U-Line ph hop
vi 12 tin ch ca chng ti gn nhu hon ho. N chi ph $ 2.00 mi hp. Nhung chng ta cng cn
phi thm vo 40 cho vt liu ng gi (u phng xp, bng ng gi) v 10 cho nhn ngoi v
50 cho y hp tu ca chng ti vi 12 hp phu tng v nim phong n ln. V vy, mt nh bn l
hoc nh phn phi hp tu sn sng thc s c gi $ 3,00 v gi 12 on v. Chi ph gi ra trn mt
on v (phu tng ng hp) bn l 25 . By gi tu hp ca chng ti mui hai vt dung, chng ti s
c uoc mc gi tt nht v cung cp dch vu trung bnh ny ra qu. Tt nhin, iu ny s uoc thay
i, k t khong cch chng ti ang vn chuyn v tng s hp, vv nh hung n chi ph vn
chuyn ca chng ti. V vy, y chng ta phi lm tt nht ca chng ti. Gi s, thng thung, n
s c gi $ 20 n tu hp ca chng ti l 12 - l v $ 1,66 cho mi on v bn hng, nhung chng
ti s trung bnh ln n $ 1,75 cho php mt s phng lung (v lm ton hoc ca ti d dng hon).
G@n ch%Fn 9 HacIJra 9 -hi ph( 2ng g2i : -hi ph( /iao ,< K>??0
Gng, 2 phi l n2 J phi IhLng3 -hMng tLi N 1c nh chi
ph( ca chMng tLi hng3
Tht khng may, khng hon ton. Chng ti cng c cho php mt s chi ph linh tinh v chi ph
bin i. V du, chng ti khng cho php chi ph, vn chuyn hng ha trong qu trnh sn xut,
thit k hoa (ai uoc tr tin thit k hp v nhn ca chng ti), nghin cu v pht trin,
v tip th. By gi l mt Wharton Business School tt nghip c l s c mt cng thc tin loi
tnh ton ny ra tt c xung cc penny. Nhung y l noi m chng ta chi cn p dung 30% v goi n
l mt ngy. K t khi cc chi ph tt c cc bin ng, chng ti tm thy n d dng hon chi
on gin l chi nh mt t l phn trm trang tri n. Nu ban cm thy ban thc s cn mt cng
thc ua thch, ni chuyn vi MBA gn nht.
-hi ph( giao 1 O?P : -./ ,< Q>B?0
-%i c&ng, chMng tLi c2 -hi ph( ca chMng tLi s
hng h2a, bF gi# nh6ng g73
Vng, by gi chng ti c COG ca chng ti v n bao gm chi ph cng, mm, v bin, v vy
chng ti c th nh gi th trung ca chng ti v cc knh bn hng ca chng ti v xc nh
xem sn phm ca chng ti l kh thi. R rng, chng ti lun lun c th bn trc tip cho ngui tiu
dng. Nguyn tc hng u l ban s cung cp nhng sn phm tai 2x hoc 4x COG.V vy chng ti
c th bn sn phm ca chng ti trc tip n ngui dng cui vi gi t $ 10,40 v $ 20,80. Chng
ti phi iu chinh gi trc tip ca chng ti phn nh tnh hnh th trung - v nu chng ti qut
cc i th, chng ti tm thy cc phu tng ng hp uoc bn trung bnh trc tip cho $ 25,00. iu
ny l rt tt, chng ti c th bn mc gi ny hoc thp hon v chng ti vn ang bn hng vi
chi ph gn 5x. Trong trung hop ny, 19,80 $ l mt bin tuyt vi cho bn hng trc tip. Chng ti
c th bn n trc tip cho $ 15,00, ct xn tt c moi ngui, v chng ti s d dng trn ung ph!
Tuy nhin, bn hng trc tip khng phi l lun lun kch bn tt nht. Chc chn, n lun lun cung
cp loi nhun tt nht, nhung n i hi rt nhiu thm tip th v chi ph bn hng lin quan
n. Gnh nng ca vic xy dng nhn thc, tao ra ham mun, v h tro bn hng roi hon ton vo
ban. V tr khi ban ang cng ti tro, n c th uoc kh khn m rng mt hoat ng trn chi bn
hng trc tip. V vy, thng thung, ban s tm cch cc knh bn hng khc v chp nhn loi
nhun thp hon i ly gnh nng t hon v on t hng thung xuyn hon v dng tin (hy
vong).
'c nh mAt Rh sn 1%*t /i bn l ,S;TH0
Ngay sau khi ban m rng kinh doanh ca ban khng th bn hng trc tip, ban s cn phi thit lp
mt MSRP. y l gi ngh ban mun tt c moi ngui bn phu tng ng hp ca ban tai ca
hng ca ho hoc trc tuyn. V y l noi m moi th bt u c uoc khn lanh. Ban cn thit
lp mt MSRP l canh tranh v cho php cho loi nhun trn tt c cc knh bn hng. Ban s c
th cn phi cu hnh lai gi ban u ca ban da trn loi nhun (hoc im) ban ang nh giot cho
cc i tc knh mi ca ban.
Rh phn phi -hit Ih*%
u tin, chng ti s xem xt cc nh phn phi. Tai sao? Cng ho thung s chi huy phn trm
gim gi ln nht chi on gin l bi v ban s khng cn phi h tro ho nhiu hon bn ban u ca
ban cho ho (v sau sp xp lai ca ho). By gi y l mt s on gin ca s hop tc ny, trong
thc t ban s cn phi lm vic vi nh phn phi ca ban thung xuyn gi cho chng vui mng
v sn phm ca ban v thng bo cho ho cc sn phm v / hoc sn phm c bit mi. Nhung i
vi v du ny, chng ti s tp trung vo cc ti l chit khu d kin.
uoc chun b c 60% n 70% (v c th hon) ra gi khi bn cho nh phn phi. Hy nh rng,
mt nh phn phi s uoc bn lai cho mt ngui bn l sau s phi bn cho ngui tiu dng. V
vy phi c t sut loi nhun c sn cho tt c, trong sut qu trnh, hoc n s khng lm vic (hoc
bn). Hy kim tra v du trn ca chng ti - noi m chng ti d nh bn r trn th trung v bn cc
phu tng ng hp trc tip cho $ 15,00. S lm vic ny ngay by gi cho cc nh phn phi?
< =Q,?? 1 ?,O ,U?P gim gi0 : < K,Q? - bin (- 70 )
Vng l khng tt. Nh phn phi s mun mua n cho $ 4,50 v COG ca chng ti l $
5.20. Chng ti s uoc ra khi kinh doanh thc s sm nu chng ta lm vic ny. V vy, mt trong
hai iu phi xy ra. Mt, chng ta phi gim chi ph ca chng ti - l c th bng cch tng s
luong, hiu qu, hoc lm gim cht luong hoc kch thuc ca sn phm ca chng ti. Hoc hai,
chng ta c th nng cao MSRP ca chng ti. Trong kch bn u tin, chng ti mun uoc c cuoc
cc trang trai khi chng ti tha thun m khng c mt s m bo v s luong hoc mt dng
vn, v vy qu trnh on gin nht ca hnh ng l nng cao MSRP ca chng ti. Nu chng ti
bn theo gi th trung trung bnh ... c v nhu chng ta c th lm phn phi v lm cho mt t tin.
< BQ,?? 1 ?,O ,gim U?P0 : < U,Q? - $ 2,30 t sut loi nhun
< BQ,?? 1 ?,K ,gim V?P0 : < =?>?? - loi nhun 4,80 $
khng phi l loi nhun ln. Trong thc t, n kh ht. Nhung t nht chng ti s lai trong kinh
doanh. V hy vong, vi s phn b rng hon, khi luong ca chng ti s tng ln v chng ti c th
thuong luong chi ph thp hon chi ph sn xut, ng gi, v giao ca chng ti. V chng ti s kim
tin trong khi chng ta lm iu ny. N khng phi l mt hop ng ln, nhung t nht chng ta c th
lm iu v chng ti khng cn phi bt u t gim gi 70%.Chng ta cn phi c gng thuong
luong gim gi 60% cho cc nh phn phi ($ 25 x 0,4 = $ 10). $ 10, moi th s thoi mi hon nhiu
v cho php cho bt ky th trung bin ng hoc chi ph. V chng ta c th d tr cung cp gim gi
70% cho cc nh phn phi, mua khi luong ln. Tt nhin, m phn vi cc nh phn phi v qun
l l mt cuc tho lun.
-hit Ih*% bn l
Vng, chng ti ly n trn mi vi nh phn phi, nhung n c th lm uoc tai $ 25,00 MSRP. Vy
lm th no nh bn l s gi v? Tt, v nhiu nh bn l s mong oi mt 40% n 60% gim gi,
ban s b phat. V chng ta bit nhng iu lm vic tai 60%, t gim gi s chi lm cho moi vic tt
hon. V vy, bn l s cung cp loi nhun tt hon. Tuy nhin, cc nh bn l cng s mong oi cc
khon phu cp b sung (nhu mt s nh phn phi s) nhung chng ti s tho lun tip theo, theo chi
ph n.
< BQ,?? 1 ?,V ,gim K?P0 : < =Q>?? - loi nhun 9,80 $
Cc nh bn l s mun h tro nhiu hon. Ho s mun la tip th, tro cp (thung l mt phn ca
cc sn phm min ph hoc t l phn trm tt mt on t hng). Sau khi tt c, iu ny s cho
php ho tip th sn phm ca ban nhu c sn bn (qung b thuong hiu ca ban). Tro cp
tip th ny c th khc nhau, nhung n phi uoc hach ton nhu chng ti s m t dui y. Hon
na, loi nhun, sn phm b hu hng, v cc ty chon ly mu tt c s uoc yu cu thung
xuyn. Hy sn sng cho ho.
+NF coi chDng chi ph( n
C rt nhiu cam by v by s xut hin khi giao dch vi cc knh bn hng khc nhau. u tin, b
hu hng hoc b mt l hng. iu ny c th bc bi v tn km nu khng uoc x l mt cch hiu
qu. Cc i tc bn hng c th b kch thch v ban s b buc phi reship sn phm b sung, lm
tng chi ph v gim loi nhun. trnh mt mt hoc hu hng, m bo ng gi vn chuyn ra bn
ngoi ca ban l ln n nhim vu. Ban c th cn ng gi ni tht hon bo v cc mt hng trang
tr ni tht. V t vo v tr kim tra cho cc on t hng gi i. iu ny s m bo rng cc muc
chnh xc uoc gi v rng tng s cc mt hng vn chuyn uoc m t nht hai ln. Bit c bn
hp s gip khi xc nh li - nu vn chuyn ca ban chi cung cp ba, hng vn chuyn hng ha ca
ban l c li. Ban c th m bo l hng - mc d iu ny thung l chi ph qu cao v khng cn
thit trong hu ht cc trung hop, nhu mc gi bo him mc nh thung s bao gm ban.
Cc nh bn l (v cc nh phn phi) s mun mu. Ly mu l mt cch tt cho cc nh bn l
thc y sn phm ca ban. Nhung ho khng mun mang n ra khi hng tn kho ca ho. V vy,
thung ho s thuong luong mt t l phn trm cho mi on hng l dnh ring cho mu ( l
min ph cho ho). Trong mt s trung hop ban c th cung cp samplettes hoc phin bn nh hon
ca sn phm ly mu, v nhng ngui khc, ly mu chi l khng th.Nhung ban nn d on
cc yu cu v chun b cho n.
Lm th no cc nh phn phi v cc nh bn l i ph vi cc sn phm quay tr lai? iu ny
c th l mt tnh hung kh khn. Ban mun xc minh s tr lai xy ra v ban mun tm ra l do tai
sao, nhung vn chuyn sn phm tr lai thng qua cc knh c th l khng th hoc tn km. V vy,
ban phi xem ra rng loi nhun khng tr thnh mt vn , v nhy vo n nu ho bt u tng
ln. Ban c th c mt l sn xut hoc xu khuyt tt - l mt goi m sn phm ca ban vi
s l v ngy ht han (nu c).
oanh s bn hng uoc bo m l mt vn c th ny sinh cng c. Bn hng m bo khng
bao gi l chnh sch tt. l khi mt nh phn phi s chi mt vo dng sn phm ca ban nu ban
m bo c nhng sn phm tr lai v tr lai tin nu n khng bn. Ngh v n nhu l hng,
nhung ti t hon, v ban s khng th gi thanh ton trong giao ko. V vy, nu ho lm tr lai sn
phm, ban s phi ua ra tin tr lai cho ho.
Chuong trnh khuyn mi. ng qun rng theo thi gian ban cng s mun cung cp chuong trnh
khuyn mi cc knh bn hng khc nhau ca ban. N c th r rng ra hng tn kho chun b
cho mt bn cp nht sn phm mi hoc n c th l theo chu ky (v du, ma Ging sinh). V vy,
ban s cn phi m bo c loi nhun c sn cung cp gim gi hoc mua mt tng mt cung
cp. V ng qun rng bt ky cung cp cho ban c th lm cho khch hng ca ban (nu ban ang
bn hng trc tip) s uoc tm thy v mong mun cc i tc bn hng ca ban. V vy, hy cn
thn th cng bt ky trc tip vi ngui tiu dng cung cp (v du, trn trang web ca ban) ho
cng lm vic sut cc knh bn hng ca ban. Hoc ban s nhn uoc email tc gin v goi in
thoai t ngui mua ca ban i hi i x bnh ng. Hoc t hon, ho s chi on gin dng lai t
hng t ban.
Lm th no x l nhng vn n? Thng thung, mt gii php l cung cp mt gim gi 2-3%
thm trang tri hu ht cc vn ni trn. Nu loi nhun hoc cc vn vn chuyn hng ha
hoc ly mu pht trin xa hon - ban s cn phi gii quyt n ngay lp tc trn mt knh co s i
tc c nhn. Nhung tt nhin, nu ban p dung cch ny, ban s cn phi bit lm th no nu nh
hung n loi nhun ca ban.
)rong It l%@n
nh gi sn phm ca ban khng phi l kh khn hoc mt quyt nh o-the-cu. Bt u bng
cch xc nh chi ph hon chinh ca ban hng, tm ra cc knh bn hng khc nhau ca ban, v thit
lp mt MSRP hoat ng trn tt c cc knh truyn hnh ca ban. Tt nhin, nu ban c vn, ban
cng c th thu MBA v k ton tm tt c ra ngoi vi tm tri ua thch. Nhung sau khng
qun vo ti khon cho tin luong ca ho trong phn trn ca ban. Chc may mn v hanh phc bn.