GO+ - Vi vu mọi nơi, tích điểm mọi lúc

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TRUONG DAI HOC MO THA.NH PHO HO CHI MINH

. .

KHOA QUAN TRJ KINH DOANH

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LAP KE ROACH KINH DOANH

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GO+

Vi vu mqi noi, tich diem mQi hie

=··'=--=-��{= ,,,,,,,=--=--·····- GVHD: Thay Huynh H�nh Phuc

Sinh vien: Nguy�n Thi Quynh Nhu

lVISSV: 1454010248

Lfrp: DH14QT05

Thanh ph6 H6 Chi Minh, ngay 20 thang 12 nam 2017

TRUONG KHOA

Trjnh Thuy Anh

MUC LUC • •

, TT? Y Tu ONG KINH DOANH ................................................................................ 1

1. TONG QUAN VE CONG TY: ................................................................... 2

11 G

. , .

• • IO'l th'.... 1�u ve ;\ " cong ty : ........................................................................................... 2

' ?

1 2 G. , .

. . 10'1 th'.... 1�u ve "san ? p h" am: ...................................................................................... 2

1.3. Ml)C tieu: ................................................................................................................. 3

1.4. Tfim nhin: ............................................................................................................... 4

1.5. Su m�nh: ................................................................................................................. 4

" ? ? �

2. MO TA SAN PHAM: .................................................................................... 4

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T'f"' 3. NGHIEN Cl.JU THI TRu ONG: ................................................................ s

.

31 M ..... t ' .

. . 01 ruO'ng v1 mo: .... ................................................................................................. s

3 2 M .....

. . 01 t ruong '• v1 - " mo: ............................................................................................... 10

3.2.1. Tac nhan kinh te': .................................................................................................... 10

3.2.2. Tac nhan dan so: .................................................................................................... 11

3.2.3. Tac nhan ti/ nhien: ................................................................................................. 12

3.2.4. Tac nhan van h6a - xii h{)i: ................................................................................... 13

3.2.5. Tac nhan cong ngh�: ............................................................................................. 13

3.3. Thi . . trucmg muc tieu: .......................................................................................... 14

3.3.1. Khach hang mJJc tieu: ........................................................................................... 14

3.3.2. Phan tich thj trucrng: .............................................................................................. 14

3.4. Phan tich SWOT: ................................................................................................ 15

4. CHIEN LUOC . . VA KE ROACH MARKETING: ............................ 19

4.1. Ml)C tieu marketing: .......................................................................................... 19

4.2. Phan tich thj tru011g: ......................................................................................... 20

4.3. Phan tich chi�n lmyc theo mo hinh BCG: ..................................................... 21

4.4. Phan tich chi�n lmyc marketing 7p: ............................................................... 21

4.4.1. SAN PHAM· (PRODUCT) .................................................................................... 21

4.4.2. GIA: (PRICE) ......................................................................................................... 22

4.4.3. PHAN PHO!: (PLACE) ........................................................................................ 24

4.4.4. CHIEU THJ: (PROMOTION) .............................................................................. 24

4.4.5. CON NGUOI: (PEOPLE) .................................................................................... 26

4.4.6. QUYTRiNH: (PROCESS) .................................................................................... 27

4.4. 7. ca so VJT CHAT: (PHYSICAL EVIDENCE) ................................................. 27

4.5 Chi phi Marketing (200 tri�u/nam): .............................................................. 29

5. V �N HANH SAN PHAM: ......................................................................... 30

? "

6. QUAN TRI . NHAN SU: .............................................................................. 47 .

6.1. So· d6 t6 chuc: ...................................................................................................... 47

6.2.

6.3.

6.4.

6.5.

B• I h

" '" ang u011g n an v1en: ...................................................................................... 48

Ch, � ' h

'" ? t' b

" h

" uc nang va n 1em vu cua ung o p an: ................................................. 48 . . . .

Chinh sach tuy�n dt,mg va dao t�o: ................................................................ 50

Quy trinh tuy�n dy.ng: ....................................................................................... 51

7. KE HO�CH T.AI CHINH: ........................................................................ 53

7.1.

7.2.

7.3.

7.4.

7.5.

7.6.

7.7.

Bang chi phi d§u tu ban d§u: .......................................................................... 53

Bang kh§u hao 3 nam diiu: .............................................................................. 54

Bang t6ng chi phi: ............................................................................................... 55

Bang chi phi ho�t dQng hiing nam: ................................................................ 55

Lich

. . vay va tra nO': ............................................................................................. 55

, ,

B • " A"• k" t , ang can uo1 e oan: ........................................................................................ 56

Doanh thu d\f ki�n: ........................................................................................... 57

7.8. Doanh thu d\f ki�n .............................................................................................. 57

7.9. Lc;,i nhui,in d\f ki�n .............................................................................................. 58

7.10. Cac chi s6 tai chinh: ........................................................................................... 59

8. QUAN TRJ RUI RO: ................................................................................... 59

8.1. Rtii ro trong n�n kinh t�, phap lui,it: .............................................................. 59

8.2. Rui ro v� thuO'ng hifU cong ty: ........................................................................ 59

8.3. Rui ro v� cham soc khach hang: ..................................................................... 59

8.4. Rui ro cong nghf: ................................................................................................ 60

8.5. Rui ro v� d6i thu c�nh tranh: .......................................................................... 60

8.6. Rui ro v� bao mi,it thong tin: ............................................................................ 61

KET ........................................................................................................................... 62

Go+ Vi vu m9i ncti, tfch diem m9i luc

Y TUONG KINH DOANH

NSn kinh tS hi�n ti,ti glin nhu la bao hoa bai cac sv chiSm linh cua cac ong 16'n ma

cac doanh nghi�p nho khong thS du sue c�nh tranh va khong phat triSn. D�c bi�t cac

ong 16'n chiSm thi phlin ti,ti Vi�t Nam la cac doanh nghi�p nu&c ngoai, con cac doanh

nghi�p Vi�t thi li,ti chua t�o duqc thuong hi�u uy tin va sv tin tuc'mg cua khach hang.

DiSn hinh la kinh doanh trong linh vvc taxi, thi truong Vi�t dang bi chiSm linh

bai cac ong 16'n nhu Uber, Grab, .. va biSn cac doanh nghi�p taxi tung la "ong hoang"

tra nen lao dao ben bo V\TC thim Vl khong CO khach hang, khong con nh�n duqc SlJ

tin dung CUa khach hang, doanh thu thi S\lt giam tr§.m tr9ng, nhan S\T bo Vi�c hang

loi,tt, ..

Tru&c nguy ca thi truang slip bi nu6t chung thi Cong ty Cf> phlin Cong ngh� GoGo

ra doi v&i mong mu6n vvc d�y cac hang taxi truySn th6ng, danh li,ti thi phlin cho cac

doanh nghi�p Vi�t Nam tu tay cac d6i thu nu&c ngoai. V&i hu&ng di m&i 1� va sang

ti,to, Go+ mang dSn m(>t h� th6ng lien kSt cac tai xS v&i nhau, chi clin cac tai xS mu6n

ti,to them thu nh�p trong thoi gian ranh. Tu h� th6ng d6 ti,to m()t loi,ti diSm duqc sir

d\mg tren toan h� th6ng v&i chuc rnlng tich diSm va tieu dung, trao df>i l�n nhau dS

thu hut SlJ quan tam, tin dung va SU d\lng trung thanh v&i ung d\lng. Nh&m giam ngu6n

tai chinh chay ra nu&c ngoai va tang ngu6n thu nh�p cho kinh tS Vi�t Nam.

1

Go+ Vi vu m9i nO'i, tfch diem m9i Irk

1. TONG QUAN VE CONG TY:

1.1. Gioi thi�u v� cong ty:

Ten doanh nghi�p: CONG TY CO PHAN CONG NGH:S GOGO

Dja chi: Tfing 6, toa nha Tay Ha, 19 TB Hilu, Nam Tu Liem, Ha N9i.

Dien thoai: 1900 6865

. .

Lo,i hinh cong ty: Cong ty C6 phfin.

T6ng Giam d6c kiem H{H d6ng Quan trj: Ong NguySn Minh Vi�t.

Cong ty CP Cong ngh� GoGo duqc thanh l�p tu thang 7 nam 2017, do nh�n thfiy sv

anh huong to 16n cua Uber, Grab ... dBi v6i n@n kinh tS. Ong NguySn Minh Vi�t da

nay ra y tuong va da cung nhung nguai bi;ln trong linh vvc cong ngh� thanh l�p nen

GoGo va viSt ung dvng Go+.

1.2. Gioi thi�u v� san ph§m:

Go+ khong chi la ung dvng bit xe trµc tuySn thong thuang, ma con tich hqp chuc

nang tich diSm m&i khi di taxi. DiSm nay duqc su dvng trong toan b9 cac hang taxi

n&m trong h� thBng cua Go+.

DBi v6i tai xS:

- DS dang tf;lo duqc mBi quan h� v6i khach hang.

- Tf;lo thu nh�p thv d9ng.

- DS dang tuang tac v&i khach quen.

DBi v6i nguai dung:

- Ti;lO ra thu nh�p thv d9ng hang thang.

- Tich diSm khi di bfit ki hang taxi nao.

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Go+ Vi vu m9i nD'i, tich di€m m9i /uc

•!• UU DIEM Vu'QT TR()I CUA GO+:

- Dia ban ap dvng r(mg l&n, dv ki@n dSn hSt nam 2019, Go+ ma n)ng mo hinh kinh

doanh nay tren toan Vi�t Nam.

- Cai d�t dS dang: sau 1 o giay vao link c6 s�n va lam theo hu&ng dfin la b1;tn c6 thS

SU dvng ung dvng Go+.

•!• NHUNG TRA.I NGHI¥M D()C DAO CHi CO O GO+:

1. Tich aidm a6i tiin m(lt:

Day la ti�n ich lfin dfiu tien c6 m�t t1;ti Vi�t Nam, khi b1;tn di taxi, h� th6ng se tv dc)ng

tich diSm dS tru vao nhung lfin thanh toan sau. Ngoai ra, khi tai xS gi&i thi�u cho b1;tn

be va khach hang cua minh cai d�t Go+, tai x@ ciing se nh�n duc;rc di Sm tieu dung khi

hQ SU dvng cac dich V\l cua Go+.

2. Kenh giao dtch rieng:

Mc)t ung dvng ly tuang cho m9i d6i tuqng. Chi cfin cai d�t Go+ la b1;tn da c6 trong

tay cong C\l vua giup tiSt ki�m thai gian - tiSn b1;tc, ll;li vua gia tang thu nh�p cho ban

than. Ngoai ra, Go+ con cung c!p kenh giao tiSp rieng, giup cho vi�c tuong tac v&i

khach hang ds hon.

1.3. Ml)C tieu:

•!• Muc tieu ng�n han:

DSn hSt nam 2019, ung dvng tieu dung tich diSm Go+ se phu song toan be) cac tinh

thanh a Vi�t Nam.

DSn cu6i nam 2021, ung dvng tieu dung tich diSm Go+ ma rc)ng sang thi truang cac

nu&c xung quanh Indonesia, Malaysia, Singapore ...

•!• Muc tieu dai han:

Cong ty GoGo hu&ng dSn thay th@ toan be) tiSn m�t khi di taxi, giup cho cac hang taxi

truySn th6ng s6ng s6t va c1;tnh tranh duqc v&i Uber, Grab.

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