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
A. Khách hàng mục tiêu
a) Chân dung khách hàng mục tiêu
• *H>;F!#@xRF`mayaz?Fh8
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!$_L?ZhPdE{8$9Fh8?

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NE
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U_ZQ#U^NE
• !$__?#>XHg?]>K
S>A>s!S?$;P;>;\PS@
!S^E*=H>i?#>X
Oa?#$%_HPQPI\
W?!UhUI?R<;FQ>K
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b) Insight
• >XAiS>A>$9PHPE
B. Các dịch vụ thỏa mãn nhu cầu của khách hàng
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 !"#$%&
!>`&I;!5 h&r* hE
{G"cca;?&Ea?:E@tN?PE?0_(E
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I/ GII THI"U
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(@$= 8 t tn.S8g;
5 h*„>ho…c†
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34565785987:;"<=>?
(mind-share)
STRATEGY
(market-share)
TACTIC
Differentia
tion
'CORE' TACTIC
Process
VALUE
'ENABLER'
1 2
3
4
5
6
7
8
9
VALUE
(heart-share)
Explore
Engage
Execute
Positioning
'BEING'

STRATEGY
+@A+2B
C 22+A+0
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$g#>#D;!0_(E
D A@2+E
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F 0-+0"[;!SxE

Jetstar Pacific Airlines là hãng hàng không giá rẻ đầu tiên ở Việt Nam?
9]H_?5 h&r* h[KFh8K
;!0_(?sq>hU$gH
Z^;;!E{>?$9KSxk;>?
DA>5 h&r* h;FQUL 
F^;SS>A>F$;L8E
A1+1
G HH2@2+A+0
6U]H_^S[;!Sx" *„>hn6P o?
**hnS‡o
Phân tch AirAsia:
- &@Œ„ $ > r>Œ?%K^[;
kS;hUOS?=_$;$$xHA>$9

**hE
- **hk;>Sebb>A>L8$;F?
9 ••; P8 "  >h? S ‡?-# h? 6P ?
t ?>?:8???{;‡?0_
(?‡;?P?*h?&PP h?Ž{F?t# h$;
0L8*V
- 6UF^**h#UKQZ>h"
+Giá vé thấp, không dịch vụ"S$}^**h^>HPg
h$9S[SES;hM!ZŠP#$%\
8K>A>E>$;R**h9_#$%•6
*•?HPAQ\W$9SZPlK>A>
•Chuyến bay thường xuyên: S>A>hMRIhHL>$J
OaePs?H$U$;hU=
ZHS;E
•Sự thuận lợi cho khách"**h[$;HPS#$%#
#Š#;$;=_SE;SRXCk
L"S@ZsPKYP9€$%$}-H>€S
KS€{CkL-  €S$\PJCk$;AS$}€
SlZ‘L>g€S#$%S;E
+An toàn hàng đầu:09FA•bS>A>t v•v•bbSP
jKq;;!L8$;@^>KY^
;!#@#%>hE
 ‡;cQ_;!Sx;@9
0_(PO;d%K^**h$;
[;!;>SSA>F0_
(E
Phân tch Tiger Airway "
 *„>h;[;!Sx#>H^6P ;hU
U^Q;SRXA?8#;
!mX;>XFS;$;=>$9SO

ZPlHE
 *„>h_>A>9e;P8#?a;P8d
0_(n&E$;;(FoE
 RC#D;[;!Sx *„>
PSX0_(;^>#;S#
$U{!(’$;S;%KS$95 hE
Ngoài ra đ6i th7 c8nh tranh trực tiếp c7a Jetstar là Vietnam Airlines
I A@J2+K
- &#"{#R#$%HZ$9S8HE
- & "HPS#$%Sx#UKS>8"
o SSP^S;K"PS>A>?
Plu;l?P#$O?P\8V
o Fh8>A>!P@A_PnSo 
S>A>nP@s S;o
- & "(;=P$;S;P89N5 hPSXS
$DA>FSxE
- &"=P>g!$gS#$%A>Sx
o :8"ˆ*#> $ >#>„r h‰?ˆ‡ Œh•>Jetstar”
o 0_("ˆ.Sxk;>?DA>‰?ˆ!
SxH‰?ˆŠPDA>‰?ˆ[>A>
Ds!XO=hUSA_‰
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