LI NI U

Ngy nay thng hiu khng cn l mt khi nim xa l i vi ngi dn Vit Nam, n tr thnh mt ti c d lun thng xuyn nhc ti. Mt thng hiu mnh s lm cho gi tr ca sn phm v dch v gia tng, iu ny dc chnh nhng nh lnh o ca doanh nghip khng nh. Tuy nhin, xy dng v pht trin thng hiu khng phi l vn n gin, c bit i vi cc doanh nghip Vit Nam khi nim v thng hiu cn rt m h. Trung Nguyn l mt trong nhng doanh nghip in hnh ca Vit Nam v xy dng v pht trin thng hiu, trong qu trnh xy dng v pht trin thng hiu ca mnh Trung Nguyn gp khng t nhng kh khn v thch thc. cho thng hiu Trung Nguyn c th ln mnh nh ngy nay th Trung Nguyn s dng mt s chin lc c th coi l rt sng to, trong qu trnh p dng cc chin lc ny Trung Nguyn gt hi c rt nhiu thnh cng nhng cng khng t tht bi. Trong ni dung bi vit ny, em mun i su phn tch v nh gi nhng chin lc m Trung Nguyn v ang s dng xy dng v pht trin thng hiu ca mnh, qua thy c nhng thnh cng v tht bi ca doanh nghip trong qu trnh thc hin chin lc xy dng v pht trin thng hiu. Qua em mun a ra mt s suy ngh ca mnh v cc gii php cho chin lc xy dng v pht trin thng hiu ca c ph Trung Nguyn.

MC LC

LI NI U.....................................................................................1 MC LC...........................................................................................2
nh hng pht trin.....................................................................................7 Thit k bao b...............................................................................................14 Phn tch m hnh nm lc lng cnh tranh:...........................................15 Phn tch li th cnh tranh:........................................................................17 Phn khc th trng v la chn th trng mc tiu.............................19 nh v sn phm:..........................................................................................22

TRUYN THNG THNG HIU.............................................31

Truyn thng:................................................................................................31 Xc tin c ng:...........................................................................................32 u im..........................................................................................................40 Nhc im....................................................................................................40 Nhn xt..........................................................................................................41

I. GII THIU TNG QUAN V CNG TY CAF TRUNG NGUYN

1. Lch s hnh thnh v pht trin ca cng ty Trung Nguyn v thng hiu c
ph Trung Nguyn Vit Nam.

1.1. i nt v lch s hnh thnh v pht trin ca cng ty Trung Nguyn v

thng hiu c ph Trung Nguyn. K t khi thnh lp n nay, ch mi hn 10 nm (1996)- y l mt qung thi gian khng di i vi mt doanh nghip khi u bng hai bn tay trng nh Trung Nguyn, nhng kt qu t c ca n th tht ng n. Vi 1000 qun c ph nhng quyn tri khp cc tnh thnh t Bc vo Nam v rt nhiu qun c ph nhng quyn mang thng hiu Trung Nguyn trn khp th gii nh: M, Nht Bn, Singapore, Thi Lan Thm vo l s tng trng vt bc v doanh s bn hng ca Trung Nguyn, mc tng trng hng nm ca trung Nguyn l t 20 - 30% vi doanh s bn hng nm 2003 l 70 t VN, nm 2004 vo khong 100 t VN v vo nm 2005 nn ti 150 t VN. C c kt qu ny u tin phi k n vic Trung Nguyn kp thi nm bt c hi cng thm vi nhng phng thc hot ng hiu qu. Nm 1996 bt u thnh lp cng ty, lc ny th trng c ph Vit Nam (c bit l cc tnh/thnh ph pha nam) gn nh b ng, trong khi "ung c ph" khng ch n thun l nhu cu gi kht, thm chi khng n thun l s thng thc. "Ung c ph" cn l mt nt vn ho mang m bn sc ca ngi dn Nam b. qun c ph cn l im hn thng xuyn ca nhiu tng lp: t sinh vin, hc sinh ti cn b cng chc, t cng nhn lao ng ti vn ngh s i u ng nil trong giai on , cc qun c ph ch mang tnh cht gia nh, ngun cung cp khng r rng, thit k ngho nn, khng mang tnh h thng v hu nh khng c chin lc pht trin hay Marketing di hn. v y chnh l c hi ca Trung Nguyn. Nm 1998 cu khu hiu "mang li ngun cm hng sng to mi" ca Trung Nguyn xut hin trn khp cc ng ph Si Gn. Ngi Si Gn ngc nhin trc phong cch ung c ph mi l v hng v quyn r ca tch c ph Trung Nguyn n t Ban M. S n nhn nhanh chng v nhit tnh ca ngi tiu dng to nn mt hin tng Trung Nguyn trn mnh t nng ng v y cnh tranh ny.
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Vi vic p dng hnh thc nhng quyn kinh doanh, nm 2000 hn 100 qun nhng quyn ra i. Thng 3/2000 Trung Nguyn c mt ti hu ht cc tnh min Ty Nam B. thng 8/2000 Trung Nguyn c mt ti th H ni, nh du s pht trin ton din v v bo ca c ph Trung Nguyn ti Vit Nam . Nm 2001 vi khu hiu "khi ngun sng to", Trung Nguyn c mt hu thnh ph trong c nc. Nm 2002 ca hng nhng quyn Trung Nguyn u tin nc ngoi (Nht Bn). Thng 9/2002 chuyn nhng thnh cng thng hiu ti Singapore v n thng 12 Trung Nguyn t chn n Thi Lan. Nm 2003, nhiu s kin quan trng din ra: cng b s mng, thnh lp nhiu chi nhnh mi, thng 4/2003 a ra dng sn phm mi "Tr Tin" v n thng 11/2003 sn phm c ph ho tan G7 ra i. Nm 2005 chnh thc khnh thnh nh my ch bin say c ph ho tan ti Bnh Dng c cng sut ln nht Vit Nam. L cng ty c ph duy nht ca Vit Nam c cp chng nhn quc t EUREPGAP (c ph sch v cht lng c ph ngon). Nm 2006 duy tr s pht trin 1000 qun c ph ti Vit Nam v cc qun c ph ti Nht Bn, Campuchia, Thi Lan, Singgapore, Trung Quc. 1.2. Trit l kinh doanh ca Trung Nguyn. 1.2.1. Tm nhn v s mng ca Trung Nguyn. Tm nhn : Tr thnh mt tp on thc y s tri dy ca nn kinh t Vit Nam, gi vng t ch nn kinh t quc gia v khi dy, chng minh cho mt kht vng i Vit khm ph v chinh phc. S mng : To dng thng hiu hng u qua vic mang n cho ngi thng thc c ph v tr ngun cm hng sng to, nim t ho trong phong cch Trung Nguyn m vn ho Vit Nam.

Thng ip s mng ca cng ty phn no cng th hin r nhng c vng vn ti tng lai ca Trung Nguyn. Qua thng ip s mng ny, cng ty khng nh ngnh hng m cng ty s tp trung pht trin cng nh xc nh s
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thnh cng ca mnh s c thc hin bng vic tho mn khch hng nhng sn phm c ph v tr tt nht. Tuy nhin, vic tho mn khch hng y khng ch n thun dng li sn phm m chnh qua s thng thc sn phm . l ngun t ho cho mt thng hiu c a chung rng ri v em n mt ngun cm hng sng to cho mt tng lai pht trin. ng thi trong thng ip ny, Trung Nguyn cng xc nh cho mnh mt phong cch ring, qua th hin c s khc bit vi ci rt ring ca Trung Nguyn nhng vn mang mt tinh thn chung l nt vn ho Vit Nam. 1.2.2. Cc gi tr ct li ca doanh nghip c ph Trung Nguyn. T thng ip v tm nhn v s mng trn, trung Nguyn h tr 7 gi tr ct li: Khi ngun sng to: sng to l ng lc hng u ca Trung Nguyn trong vic khng nh tnh tin phong cung ng nhng gi tr hu ch cho khch hng v nhn vin. Khi ngun sng to l gi tr ct li u tin ca Trung Nguyn xut pht t quan im l khng ch bn c ph v nc gii kht, m cn cn phi th hin c nt vn ho c trng m qua c th nui dng v thi thc nhng tng sng to ca ngi Vit Nam trong mi lnh vc. Qua ngha ny, Trung Nguyn mong mi tr thnh mt a im hoc mt thng hiu xc tc to thun li, thc y qu trnh nui dng v tng sng to . V ci vn ho sng to y u tot ln t ly c ph Trung Nguyn n phong cch bi tr, phc v ti cc qun. Pht trin v bo v thng hiu: c th ni thng hiu Trung Nguyn l ti sn ln nht m cng ty c cv mi thnh vin cng ty cng nh i tc c trch nhim xy dng v pht trin, nui dng v bo v thng hiu Trung Nguyn, mc d vi tui i trn th trng cn rt tr nhng to dng c nhn bit rng ri m qua c ngi tiu dng chp nhn v tin dng. Tuy nhin, Trung Nguyn cng tri qua kinh nghim mt quyn s dng nhn hiu ti mt s nc do cha kp ng k quyn s dng nhn hiu ti cc quc gia . y cng l bi hc kinh nghim cho Trung Nguyn, doanh nghip cn phi ng k ngay quyn s dng nhn hiu ca mnh ti nhng th trng m doanh nghip quan tm trong vic xut khu.
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 Xy dng phong cch Trung Nguyn: mi thng hiu u phi xc nh cho mnh vn ho v tnh cch ring bit trn th trng so vi i th cnh tranh, nh khch hng s tr nn gn gi vi thng hiu v gi n v th khc hn so vi cc sn phm ca i th cnh tranh khc trong cng mt ngnh. Phong cch Trung Nguyn xc nh l mt phong cch mang m nt c trng ca bn sc vn ho Ty Nguyn v hi t mt phn ca tinh thn dn tc. Ly ngi tiu dng lm tm: xy dng mt thng hiu c lng tin cy ca khc hng th doanh nghip cn hiu r khch hng ca mnh hn ai ht v lun ly s hi lng ca ngi tiu dng lm trng tm cho mi hot ng. Cng trong nh hng y, Trung Nguyn dc tm to cho mnh mt sn phm tt, nht qun v cht lng cng nh trong cch phc v v th hin. khi khch hng n u cng c mt ly c ph ngon nh nhau v trong mt khung cnh m cng, thn thin quen thuc. Trung Nguyn khng ch p ng khch hng v mt cht lng v phc v, m cn khi dy trong khch hng nhng cm xc, cm nhn c bit v tch cc v thng hiu . Tt c cc yu t ny cng kch thch cm xc ni ngi khch hng to nn mt gi tr tng th cho sn phm. Gy dng s thnh cng cng i tc: i tc ca Trung Nguyn c xc nh l nn tng cho s thnh cng v sng cn ca cng ty, chnh v th Trung Nguyn xc nh ch khi no i tc thnh cng th Trung Nguyn mi thnh cng v chnh i tc l thnh t gip Trung Nguyn pht trin v c mt trn khp 61 tnh thnh trong c nc. V vy, tn ch ca Trung Nguyn l lun hp tc cht ch trn tinh thn tin tng, tn trng v bnh ng v s thnh cng ca i tc cng chnh l s thnh vng ca Trung Nguyn. Pht trin ngun nhn lc mnh: S pht trin v trng tn ca cng ty Trung Nguyn s phi da rt nhiu vo nhng con ngi xy dng nn n. Chnh v l , Trung Nguyn phi lin tc u t vo vic o to mt i ng nhn vin tinh nhu gip thng hiu pht trin bn vng. em n cho nhn vin nhng li ch tho ng v vt cht ln tinh thn cng nh nhng c hi o to v pht trin cng vi s ln mnh khng ngng ca Trung Nguyn.

 Gp phn xy dng cng ng: cng ng l ni cng ty nng ta pht trin doanh nghip ca mnh. Vic gp phn xy dng cng ng l vic tt yu to dng nn tng pht trin cho cng ty. Do , Trung Nguyn xc nh vai tr ca mnh trong cng ng l lun ng gp tch cc xy dng mt mi trng cng ng tt p v gp phn pht trin s nghip chung ca x hi. nh hng pht trin Trung Nguyn s tr thnh mt tp on gm 10 cng ty thnh vin hot ng trong cc lnh vc trng, ch bin, xut khu c ph, kinh doanh bt ng sn, chn nui v truyn thng trong nm 2007. Hin nay tp on bao gm cc cng ty: Cng ty C Phn TM&DV G7 (G7Mart), Cng ty Vietnam Global Gateway (VGG) v cc cng ty sn xut c ph Tp on c mc tiu pht trin mt mng li knh phn phi ni a thng sut, bao gm khong 100 nh phn phi ni a hng u trn 64 tnh thnh t nay n 2010, song lnh vc ch o ca Tp on Trung Nguyn vn l mt hng c ph. Cng ty c phn Trung Nguyn v cng ty C phn TM&DV G7 (G7Mart) ang ro rit chun b l trnh ln sn giao dch chng khon ti Vit Nam v Singapore. Ngoi ra, Trung Nguyn s xy dng mt trung tm c ph th gii nh mt thin ng c ph th gii ti Bun Ma Thut, d n bt u c khi ng trong nm 2007.

1.3. S ln mnh ca c ph Trung Nguyn trn th trng Vit Nam v th gii.

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Trung Nguyn l mt thng hiu mnh, mnh khng ch trn th trng Vit Nam m cn vn ra ton th gii. iu ny th hin qua tc pht trin ca Trung Nguyn vo khong 20 - 30% v doanh thu nm 2005 ca Trung Nguyn l 150 t ng cng thm mt h thng knh phn phi khng l vi 1000 qun nhng quyn tri di trn khp cc tnh t Bc ti Nam v hng lot cc qun nhng quyn trn khp th gii. bn cnh l hng lot cc thnh tu cng nh cc gi thng m Trung Nguyn t c. iu ny th hin s ln mnh ca thng hiu c ph Trung NGuyn 1.4.1. Nhng thnh tu m Trung Nguyn v ang t c. o L mt trong 10 thng hiu mnh ca Vit Nam 2005. o o o Gi thng doanh nghip tr xut sc ASEAN 2004. Hun chng lao ng hng ba trao tng nm 2004. Gii thng Sao Vng t Vit nm 2003-2005 ca hi doanh nghip tr Vit Nam

trao tng o Tng gim c ng L Nguyn V t gii thng Doanh nghip sao do hi

doanh nghip tr Vit Nam trao tng nm 2002 o 07 nm lin c ngi tiu dng bnh chn l hng Vit Nam cht lng cao

(1999-2005) o o Bng khen ca th tng chnh ph trao tng 2000 L cng ty Vit Nam u tin p dng hnh thc kinh doanh nhng quyn thng

hiu(franchising) trong v ngoi nc 1.4.2. H thng phn phi ca Trung Nguyn. Tnh n nay, trn th trng Vit Nam Trung Nguyn c 1000 qun c ph nhng quyn tri di khp cc tnh t Bc ti Nam, trong : o Min Bc co 128 qun c ph vi 34 nh phn phi o H Ni c 90 qun c ph vi 5 nh phn phi o Min trung c 136 qun vi 25 nh phn phi o Pha Nam Min Trung c 115 qun vi 8 nh phn phi
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o Min ng Nam vc sng M Cng c 221 qun vi 22 nh phn phi. o Trn B c 98 qun vi 12 nh phn phi o TP. H Ch Minh c 298 qun vi 15 nh phn phi. Ngoi ra n nm 2002 Trung Nguyn bt u xy dng qun nhng quyn u tin ca mnh ti Nht Bn nh du mt bc pht trin mi ca Trung Nguyn: vn ra ton th gii. v sau hng lot cc qun c ph nhng quyn ra i ti cc nc nh: M, Singapore, Trung Quc, Thi Lan th trng chnh ca Trung Nguyn ti nc ngoi l M v Nht Bn.

II.

H THNG NHN DNG THNG HIU

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Thng hiu l ti sn qu gi nht ca cc doanh nghip. xy dng c lng yu mn ca ngi tiu dng i vi thng hiu l iu khng d dng. Tuy nhin, khng phi lc no ngi tiu dng cng c th d dng nhn ra ngay c thng hiu mnh cn. V vy, iu u tin trong vic xy dng thng hiu i vi cc cng ty l phi thit k c b nhn dng thng hiu tht s tt. H thng nhn dng thng hiu: l tp hp nhng hnh nh, m thanh v nhng thnh phn khc to s nhn bit, th hin li ha thng hiu, th hin s khc bit v to hiu ng truyn thng. Tm quan trng ca vic thit k h thng nhn dng thng hiu l to c s nhn bit thng hiu i vi ngi tiu dng, l nn tng cho vic xy dng thng hiu. c bit l h tnh cch, hnh nh thng hiu.

1. ngha thng hiu logo Cafe Trung Nguyn Ngay t u khi chn logo thng hiu Trung Nguyn, ng L Nguyn V th hin hoi bo ca mnh: logo mi tn l hnh nh cch iu ca nh rng Ty Nguyn ni khi ngun ca c ph Trung Nguyn, hnh mi tn hng thng ln tri th hin ch chinh phc nh cao, kht vng vn ln, pht trin vt bc. Ba vch trng trn logo l hnh nh cch iu ca li ln nh sn, th hin vn ha ca cng ty lun mun duy tr bn sc vn ha Ty Nguyn. Mu trng tng trng cho s tinh khit, l cam kt an ton v sinh thc phm. Mi vch trng tng trng cho mt yu t thin, a, nhn Logo sn phm c ph din t mt phong cch hin i. Khi khng gian ba chiu c khc ni trn nn ca bin hiu cng tng mu nhng khc sc xo. Cu trc hnh thp th hin kht khao vn ln, t trn nn nu biu l mt nn tng vng chc cho s pht trin.
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Bng hiu Trung Nguyn s dng gam mu nng vi cc mu ch o l , vng, nu. Nhng mu sc y sc sng th hin s tr trung v nhit huyt mnh lit ca tui tr. Trung Nguyn chn nu l sc mu chnh, v l mu ca t, ca c ph, ca ci ngun dn tc. ng trn tng trng cho s hp nht v on kt. ng trn khng trn vn th hin cuc sng chn thc nh n vn c: vn cn nhng khim khuyt, nhng khong trng cn lp y. ng trn l mt nt c ngu hng y sng to, nh mt nt v nguch ngoc vo m, mang ci hn tinh ty, m hng v c ph ph vo cuc sng. y l mt gc nhn mi ca tch c ph, th hin s sng to l ng lc thc y mi hnh ng ca Trung Nguyn v h thng ca hng nhng quyn. 2. ngha cu slogan Khi ngun sng to Th hin k vng: Bn tch c ph Trung Nguyn ngi tiu dng lun c nhiu tng mi l, nhng tng sng to nhm to nn thnh cng ch h, ca gia nh v s hng thnh ca quc gia. 3.Tn gi ca cc sn phm i vi mt cng ty ch bin ung nh Trung Nguyn, sn xut nhiu chng loi sn phm th vic t tn cho sn phm tr nn phc tp hn khi sn xut mt chng loi sn phm. Trung Nguyn t tn cho dng sn phm ca mnh nh sau:

777

Clasic Blend

Weasel

Legendee

Passiona

Diamond collection

G7

ngha v nt t trng ca cc nhn hiu

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a. Caf G7 Theo Tng Gim c Cng ty C phn Trung Nguyn, ng ng L Nguyn V: Trung Nguyn chn thng hiu G7 v l mt tn ngn gn d c, d nh khng nhng vi khch hng trong nc m c vi khch hng nc ngoi. G7 l ch vit tt cho Group of Industrial Contries gm 7 quc gia pht trin trn th gii: M, Anh, Php, Nht, Canada, c, . Chnh v vy, G7 cn l nhng th trng mc tiu nh hng cho sn phm c ph ha tan ca Trung Nguyn vn ti Logo G7 th hin tnh quc t ca ci tn, to s ch vn ra th gii. Ngay trn logo ca sn phm c ch coffee khng nh l sn phm c ph. V G7 lun i i vi s bo tr ca Trung Nguyn vi hng ch made in Vietnam khng nh sn phm c sn xut ti Vit Nam.

b. C ph 777 T hnh tng chic my bay Boeing 777 vi s mnh m cng kh nng chinh phc khng trung, vt qua nhng hnh trnh di xuyn lc a, Trung Nguyn cho ra i mt sn phm c ph mang tn 777, vi hng thm quyn r, khu v m rt c trng. Hn hp c bit ca nhng ht c ph Arabica v Robusta cho ra i mt sn phm c hng v tht m vi mu nc pha nu m. Dng nng hoc chung vi l cch thng thc ca nhng ngi snh ung c ph. c. Weasel - The King of Coffee c ch bin t nhng ht c ph m con chn n vo v lm ln men trong bao t trc khi thi ra ngoi theo ng tiu ha. Sau ngi ta nht nhng ht c ph ny ri rang sy lm ra th nc ung t nht th gii, c th ln n 440 USD/kg rao bn trn Internet. d. Legendee C ph l bu vt ca t nhin, l mn qu t Thng , vi ci v ng v hng thm kh chi t y, k t khi c pht hin v ph bin nh ngi bn tri k ca bit bao anh hng, v nhn trong tin trnh to nn lch s ca nhn loi. .

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T ni i ngn Ty Nguyn hng v - Vng t bazan huyn thoi, c lch s hnh thnh hn 160 triu nm trc, cu chuyn C ph Chn bt u vi loi Chn hng hoang d, sng trong nhng cnh rng c ph bt ngn, sau khi n nhng tri c ph chn mng cho ra i loi c ph nguyn liu c nht to nn C Ph Chn WEASEL v cng qu him v t nht nht th gii n t Trung Nguyn, vi sn lng ch khong 40 - 50 kg mi nm. e. Caf sng to Hin nay Trung Nguyen c cc dng cafe sng to trn th trng: Sng to 1: Culi Robusta ngon nht t vng t Bun Ma Thut ni ting. To ra sn phm hng thm nh, v ng v nc pha mu en. Sng to 1 rt ngon khi dng nng hoc dng chung vi sa. Sng to 2: Nhng ht c ph arabica, robusta c tuyn chn t m theo cng thc c o ca Trung Nguyn. To ra mt sn phm c mi thm nh, v m v nc pha mu en nht. Sn phm ngon nht khi ung nng. Sng to 3: T nhng ht Arabica S c hng v c trng lu gi bn, em n cho cho ngi thng thc mt hng v c ph hng thm quyn r, v m v nc pha mu nu nht. Pha vi sa thng thc mt ly caf thm ngon. Sng to 4: Culi Arabica, Robusta, Excelsa, Cartimor tt nht, c chn lc bng kinh nghim v lng am m ca nhng ngi yu caf. Sn phm c : hng v c bit, mi thm bn, v m v nc pha mu nu m. Dng chung vi hoc sa s ngon hn Sng to 5: Culi Abrabica ho hng ca vng ni cao Lm ng. Sn phm c: Hng thm c trng, v m nh t ng v nc pha mu nu en. Thch hp khi dng vi . Sng to 8 : C hng ngn loi c ph nhng ch c mt loi duy nht siu sch, tuyt ngon v chuyn kch thch no sng to. T nhng ht c ph ngon nht t Vit Nam, Jamaica, Brazil, Ethiopia, Sng to 8 l c ph c sn xut theo cng ngh mi nht t Chu u, s mang n cho ngi thng thc mt hng v c ph thm ngon, c o v hp dn bc nht. f. Passiona - C ph ca phi p
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Vi hm lng caffein thp, b sung collagen, cht chng lo ha, cng vi mt s loi tho mc Phng ng v ng n king, Trung Nguyn to ra mt sn phm c ph c bit u tin v duy nht, vi hng v nng nn v quyn r dnh cho nhng ngi ph n am m hng v c ph. Thit k bao b C ph trung nguyn l mt thnh cng k diu ca xy dng nhn hiu ti Vit Nam trong thi gian qua. Ch trong vng 5 nm, t xng sn xut nh ti Bun M Thut, Trung Nguyn c mt ti mi min t nc. Trung Nguyn thc hin mt cuc xy dng th trng ngon mc nht trong lch s xy dng thng hiu Vit. Nhn mc bao b c nh hng n s thnh cng hay tht bi ca thng hiu. N l chic o bo v sn phm nhng ng thi cng l cng c tip th hiu qu. Vi cc thit k a dng c v cht lng v hnh thc th hin, ngy nay bao b khng cn cung p thng tin n thun, xa hn th n cn to ng lc ngi tiu dng la chn sn phm Thit k bao b l s kt hp gia nguyn liu cu trc, cch trnh by, hnh nh mu sc v nhng thnh phn khc to s thu ht th gic cho mc ch truyn thng mc tiu v chin lc maketing.

III.

NH V THNG HIU

1. Khung tham chiu

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Phn tch m hnh nm lc lng cnh tranh: 1.1.1. Nh cung cp: S lng nh cung cp s quyt nh n p lc cnh tranh, quyn lc m phn ca h i vi ngnh, doanh nghip. Nu trn th trng ch c mt vi nh cung cp c quy m ln s to p lc cnh tranh, nh hng ti ton b hot ng sn xut kinh doanh ca ngnh. Tuy nhin, hin nay, Trung Nguyn c mt h thng sn xut hot ng v cng hiu qu . Khi m cc ngun nguyn liu dng cho qu trnh sn xut caf ha tan cng nh cc loi caf khc, u l bt ngun t cc nng tri trng caf do chnh Trung Nguyn u t v qun l. Hay ni cch khc Trung Nguyn chnh l nh cung cp nguyn liu u vo cho vic sn xut ca mnh. V vy, p lc cnh tranh t nh cung cp l vn m Trung Nguyn khng phi i mt hin nay. 1.1.2. Khch hng: Khch hng l mt p lc cnh tranh c th nh hng trc tip ti ton b hot ng sn xut kinh doanh ca ngnh. i vi sn phm caf ha tan y c xem l mt sn phm tin dng , ng c khng cao nn nng lc thng lng ca khch hng l thp. 1.1.3. Cc i th cnh tranh chnh trong ngnh: Ni n cc i th cnh tranh chnh ca Trung Nguyn chng ta c th nhc ti cc cng ty sau: a. Nescafe ca Nestle : L nhn hiu c ph ha tan hng u trn th gii vi b dy lch s 70 nm. Ti Vit Nam thng hiu ny tr nn quen thuc vi hu ht mi ngi v l mt trong nhng thng hiu c th phn cao ti Vit Nam. Hin ti, Nescafe c mt nh my sn xut caf ha tan vi cng sut 1000 tn/nm cho php cng ty c kh nng p ng mt cch tt nht nhu cu ca ngi tiu dng. b. Vinacafe ca Cng ty CP caf Bin Ha: Bt u i vo sn xut t nm 1979 v hin ti l hng caf chim th phn cao ti Vit Nam vi b dy kinh nghim ca mnh.
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Vi nh my sn xut caf ha tan vi cng sut 3000 tn/ nm Vinacafe tr thnh doanh nghip ln nht v nng lc sn xut v dn u v cng ngh sn xut c ph ha tan. Nh vy, cng vi Nescafe th Vinacafe c coi l i th ng gm nht m Trung Nguyn phi i mt t trc n nay. c. Caf Vinamilk ca Cng ty CP sa Vit Nam- Vinamilk: Hin ti, Vinamilk c mt nh my c ph vi tng vn u t gn 20 triu la M, trn din tch khun vin ti 60,000 m2 ti Bnh Dng. Nh my c cng sut 1,500 tn/nm, c trang b mt dy chuyn sn xut c ph cc k hin i mi cng on. Mc d trc y, ngi ta ch bit n Vinamilk l mt cng ty chuyn sn xut sa, nhng vi tham vng a dng ha sn phm, Vinamilk nghin cu v cho ra i sn phm caf ha tan ln u tin xut hin trn th trng vo thng 7/2006. Tuy ra i sau Nescafe, Vinacafe v Trung Nguyn nhng vi nhng n lc khng ngng ca mnh th trong thi gian khng xa Vinamilk c th tm ra ch ng ca mnh trn th trng ny. d. Maccoffee ca Food Empire Holadings: L nhn hiu c ph 3 trong 1 u tin xut hin ti Vit Nam. Nhng nm u ca thp k 90 chng kin nhng chuyn bin mang tnh cch mng Vit Nam. theo kp bc tin ca thi i, Food Empire Holdings cho ra i MacCoffee - mt sn phm y tnh sng to gp phn thay i thi quen ung c ph ca ngi tiu dng. L nhn hiu c ph 3 trong 1 u tin xut hin ti Vit Nam, vi cng thc pha ch c o kt hp gia cc ht c ph thng hng, kem v ng, MacCoffee em n s thun tin cho ngi yu thch c ph. 1.1.4. i th cnh tranh tim tng: Bn cnh 4 i th chnh trn th Trung Nguyn ang phi i mt vi nhng i th cnh tranh trong nc nh: Thi Ha, An Thi, Ph Thi, CADA, VICA.. Tuy nhin 5 thng hiu trn tr nn quen thuc vi ngi tiu dng t rt lu, vic thay i thi quen l rt kh. V vy, ro cn nhp cuc ca cc i th cnh tranh tim tng l khng cao.
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1.1.5.

Sn phm thay th: Sn phm v dch v thay th l nhng sn phm, dch v c th tha mn nhu cu tng ng vi cc sn phm dch v trong ngnh. Bn cnh vic s dng caf ha tan, hin nay ngi tiu dng cn c s la chn khc l caf phin v gn y s xut hin ca caf lon ha tan.

a. Caf lon ha tan: Trong nhng nm gn y, ngi tiu dng Vit Nam bt u lm quen vi sn phm caf ng lon c th ung ngay m khng cn pha ch. Loi sn phm ny thu ht c nhiu ngi v tnh tin dng v ph hp vi cuc sng hin i lun bn rn. Ni n caf lon ha tan chng ta c nhc n cc sn phm sau: o Cafe lon Birdy do cng ty Ajinomoto Vit Nam phn phi, c mt trn th trng t nm 2008. o Cafe lon ha tan VIP ca cng ty Tn Hip Pht tung ra th trng vo ngy 15/11/2009. o Cafe lon ha tan ca Nestle. b. Cafe rang xay : Caf rang xay l sn phm th 2 c th thay th cho caf ha tan. Trn th trng hin nay c rt nhiu loi caf rang ca nhiu cng ty nh: caf bt ca Trung Nguyn, caf Moment ca Vinamilk

Phn tch li th cnh tranh: l yu t thng hiu Vit( li th sn nh): C ph ha tan l sn phm tiu dng dng khng cn cng ngh cao, c mua v dng v tnh tin dng. V vy, nu gi c cht lng thuyt phc c ngi tiu dng th yu t tnh cm s ng gp nhiu vo quyt nh mua hng. c bit trong cuc chin gia G7 v Nes Caf, bng vic thng thuc, thu hiu vn ho ca ngi tiu dng bn x, t ch ng trin khai th trn v bt i th phi chi
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theo cch ca mnh. Tinh thn dn tc v yu t vn ho l mt th lc rt ln trong tip th. Trung Nguyn pht huy c sc mnh khi tp hp c s ng h ca chnh ngi tiu dng VN. Vic s dng nhng ht caf ca t rng Ty nguyn truyn thng lm sn phm caf ha tan mang phong cch vit nh vo tm l khch hng ngi Vit nam dng hng Vit Nam C mt h thng knh phn phi rng khp : xc nh sn phm c ph ho tan l mt mt hng mang tnh tin dng cao. Trung Nguyn pht trin knh phi vi 121 nh phn phi, 7000 im bn hng v 59,000 ca hng bn l sn phm. 1000 ca hng tin li v trung tm phn phi G7Mart trn ton quc. Ngoi ra mt li th gip Trung Nguyn ng vng trn th trng chnh l cht lng sn phm, Trung nguyn khng ng cht lng c ph ho tan ca mnh v c ngi tiu dng kim chng . Vi c ph c lm t ht c ph ca vng t bazan Ty Nguyn rt thch hp vi gu thng thc c ph ca ngi Vit , ng thi nhanh chng nm bt nhu cu ca khch hng v cho ra i nhiu sn phm c ph vi nhiu hng v khc nhau, m hng v Vit.

PHN TCH MA TRN SWOT CA HNG C PH TRUNG NGUYN STRENGTHS S1: Cng ngh sn xut ngn. Vn u t khng ln, thu hi vn nhanh. S2: C kh nng thm nhp th trng tng i tt. S3: Tip cn st vi th trng trong nc S4: C v th trong lng khch hng
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OPPORTUNITIES O1: Chnh sch ca Chnh Ph tp trung u t ngnh cng nghip vt liu xy dng. O2: Chnh tr trong nc n nh, d ku gi u t nc ngoi. O3: Nhu cu sn phm nha ngy cng tng. O4: Trnh gio dc Vit Nam ngy cng

S5: Chi ph nhn cng r S6: Mu m a dng S7: Mng li phn phi rng khp c nc S8: p dng dy chuyn sn xut t ng u tin S9: S hu cng ngh sn xut c quyn tm lp ly sng S10: Thng hiu c nhiu ngi bit n. WEAKNESSES W1: Khng c kh nng p ng n t hng theo thi v W2: Cha ch ng c nguyn vt liu W3: Cha c c s nghin cu, ng dng khoa hc k thut ca ngnh W4: Dy chuyn sn xut cn lc hu so vi cc nc trn th gii W5: Gi kh cao so vi th trng trong nc W6: Cc hot ng chiu th cn t W7: Lc lng lao ng c tay ngh cha cao. W8: Cha hng ti khai thc gi tr trn i ca khch hng.

c tng cao O5: Nhiu th trng tiu th hn khi nc ta gia nhp WTO O6: Khu cng nghip, cng trnh ngy cng nhiu O7: thc gi gn mi trng dn ci thin

THREATS T1: Gi cc vn ti, gi nguyn liu, xng du lin tc tng cao T2: Ri ro v t gi ngoi t T3: Bo ho th trng hng gia dng ni a T4: Sn phm ngoi nhp ngy cng nhiu T5: Nhu cu sn phm nha k thut cao ngy cng gia tng T6: Sn phm nha kh phn hu, quy trnh sn xut nha d gy nhim mi trng T7: Trong thi gian gn y c rt nhiu sn phm gi mo sn phm cng ty lm gim uy tn cng ty T8: i th cnh tranh nhiu v gay gt.

Phn khc th trng v la chn th trng mc tiu 1.2.Phn khc th trng a. Tiu thc a l Chia th trng theo khu vc bc, trung v nam. Min Nam c lng tiu th cao gp 4 - 5 ln so vi min Bc v min Trung.

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Trong ch trng so snh 2 thnh ph ln l Tp H Ch Minh v H Ni. Qua kho st hai thnh ph ln cho thy, trong nm 2008, bnh qun mt gia nh Tp.HCM tiu dng 6,1 kg c ph/nm, cao gp 3 ln so vi H Ni. b. Tiu thc dn s - x hi: o Mt : Tiu dng khu vc thnh th tng gp 2 ln so vi khu vc nng thn i vi dng bt . Nng thn c lng tiu dng thp nhng tc tng nhanh, trong dng bt v ha tan u tng. o Dn s: i vi doanh nghip, th trng nng thn, gii tr, c ph ha tan, h gi thnh v gi bn l; lu hn n khu v v phong cch ung ca nhm thu nhp thp v trnh hc vn thp. o tui: Kho st cho thy khch hng tui thanh nin v v thnh nin c mc tiu th c ph tng nhanh nht, c v c ph bt v c ph ha tan. Nhm thanh nin v trung nin c mc tiu dng c ph cao nht. Nhm tui gi (>65) mc tiu th tng rt t v ch tng lng tiu th c ph bt. o Ngnh ngh: Cn c ph bt ti nh, tim nng H Ni l nhn vin dch v, k thut vin; Tp.HCM l nhn vin vn phng, th th cng, lc lng v trang. Ring c ph ti qun, tim nng H Ni v Tp.HCM l n gii. Nhng ngi lm vic nhiu v tr c v c k nng chuyn mn, k thut vin tiu th c ph nhiu nht. Mc tiu th cng tng mnh lao ng gin n. c. Tiu thc tm l: Li sng: Ti Tp.HCM, c ph c ung ti qun nhiu hn. Ngc li, H Ni ung ti nh nhiu hn v c mt nhm ng k ung vn phng.

d. Tiu thc hnh vi tiu dng: o Tnh hung mua hng: Do thi quen thng thc c ph ca mt s ngi Vit Nam

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Mt s ngi lm vic nhiu v tr c v c k nng chuyn mn, k thut vin tiu u nht. Mc tiu th cng tng mnh lao ng gin n. o Thi khch hng: Loi c ph c a chung hai thnh ph cng khc nhau. Tp.HCM ch yu dng c ph bt, cn H Ni ch yu l c ph ha tan. H Ni, vic tng qu bng c ph kh ph bin vi dng c ph ha tan. Ti H Ni, cc h cha c thi quen v khng bit cch chn c ph. H cng lo ngi v c ph gi, cht lng ca c ph ha tan ( c th thay th c ph pha). o Mc trung thnh vi nhn hiu: Khi sn phm mi c a ra th trng th mi ngi bit n thng qua truyn ming (Ngy 20/8/1998, qun c ph u tin ti 587 Nguyn Kim, qun Ph Nhun vi hnh thc phc v min ph trong vng 10 ngy). Cng v nhiu loi c ph khch chn la v hng dn cch thng thc c ph theo kiu Trung Nguyn. Mi loi c ph mang mt hng v c trng ring. C s khc bit c trng gia c ph Robusta v Arabica, gia Culi Robusta v c ph S, c ph Chn... o Li ch tm kim: Khch hng quan tm khi mua c ph tiu dng ti nh l khu v, chng loi, nhn hiu, sau mi n gi bn, bao b v ni mua. Trung Nguyn gii thiu n khch hng sn phm cafe ca mnh,ng thi hng dn khch cch thng thc cafe "theo kiu Trung Nguyn". e. Khch hng: S n nhn nhit tnh v nhanh chng ca ngi tiu dng to nn mt hin tng Trung Nguyn trn mnh t Si Gn nng ng v y cnh tranh. Trung Nguyn thc hin mt cuc xm nhp th trng ngon mc nht trong lch s xy dng thng hiu Vit Nam. Ch trong vng 5 nm, t mt xng sn xut nh ti Bun Ma Thut, Trung Nguyn c mt ti mi min t nc. 1.3. Thi trng muc tiu i tng khach hang la tng lp tre co li sng co trach nhim, c c tnh hn, mnh m hn v ang ha mnh vo k nguyn mi y s nng ng v sng to. H khng ch ham chi, ham vui m h cn dnh nhiu thi gian vo

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nhng cng vic m h thc s yu thch v tm huyt. Mong mun c m rng, phat trin mi quan h. Co ba thi trng ln ma Trung nguyn hng n o la My, Singapore, Trung quc. Vi : o y la ba ca ngo cua th gii. o Co nn kinh t phat trin va n inh. o M, v l trung tm chnh tr, thng tin, kinh t ca th gii. o Trung Quc la ni cng xng cua th gii, lang ging vi Vit Nam thun tin cho vic vn chuyn, co s dn ng nht th gii va co n kinh t cung kha la phat trin. o Singapore, trung tm ti chnh, trung tm thng mi quan trng bc nht trong khu vc, hi cng sm ut vo hng nht trn th gii v l a im hng u cho vic u t. Singapore ni kt vi tt c cc ni trn th gii mt cch d dng qua ng bin, ng hng khng v cc phng tin vin thng. Sau o m rng sang cac n ln cn nh EU, Nht Ban, Thai Lan.. nh v sn phm: Sn phm c ph ha tan Trung Nguyn to ra gi tr cho khch hng khc bit so vi i th cnh tranh: o Mt snphm tin dng o Mt sn phm m hng v Vit .

2. Phn tch ma trn t phn tng trng ca thng hiu.

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 phn vit ny, nhm tin hnh phn tch ma trn t phn tng trng ca thng hiu nhm xc nh xem cc sn phm (cc n v SBU) ca Trung Nguyn ang v tr no t c nhng nh hng u t cho nhng sn phm y. V hin nay trung Nguyn c ba chng loi sn phm chnh: c ph Trung Nguyn(c ph phin), c ph ho tan (G7) v tr tin. C th coi y l 3 usb ca doanh nghip. Tuy nhin, do thi gian v kh nng tm kim c hn nn em s tp trung vo phn tch th trng ca hai sn phm chnh nht ca Trung nguyn l c ph Trung Nguyn v c ph ho tan. Th trng tiu dng c ph ca Vit nam hin nay bao gm hai loi sn phm: c ph phin v c ph ho tan, trong c ph phin chim 2/3 th trng v c ph ha tan chim 1/3 th trng. Tc tng trng trung bnh ca th trng c ph phin vo khong 15% v tc tng trng ca th trng c ph ho tan vo khong 20-25%. Theo thng k nm 2006, th phn tng i ca cc hng c ph c s phn ho kh r rt. i vi c ph phin, Trung Nguyn chim khong 28% th phn sau l BBBBBBBB chim khong 20% th phn v s cn li l dnh cho cc hng khc. Cn i vi c ph ho tan th Vinacaffe chim 35% th phn, Nescaffe chim 25% th phn v G7caffe ca Trung Nguyn ch chim 10% th phn v s cn li l dnh cho cc hng khc. Th phn tng i 10x
C

2x 1x Ngi sao du hi

0,1x 25%

B sa

yu km

10%

0% Ma trn t phn tng trng ca Trung Nguyn Theo nh phn tch ma trn BCG th sn phm c ph phin (sbu1) ca Trung Nguyn ang trong ngi sao v ang c su hng dch chuyn sang b sa. Loi sn phm ny chc chn s ha hn cho mt mc li nhun cao trong tng lai cho doanh nghip. Doanh nghip c th tip tc u t cho sn phm ny n tr thnh b sa, y l c s to ra nhiu tin mt cng ty m cng ty khng phi u t nhiu
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 pht trin sn phm v m rng th trng, v dng cc khon thu c ca sn phm ny pht trin cc sn phm ang trong nghi vn. Cn sn phm c ph ho tan ca Trung Nguyn ang trong nghi vn nhng n ang c su hng pht trin rt mnh, doanh nghip cn c chin lc u t tt cho sn phm ny n c th nhanh chng dch chuyn sang b sa. 3. Mt s chin lc ch yu m c ph trung Nguyn v ang s dng xy dng thng hiu ca mnh: c mt thng hiu mnh nh ngy hm nay, Trung Nguyn c nhng chin lc c th ni rt mo him, sng to. v c th ni, Trung Nguyn thc hin rt thnh cng nhng chin lc ca mnh, tuy nhin doanh nghip cng khng trnh khi nhng sai st rt ln- sai st ca mt doanh nghip cn non tr, cha c nhiu v b dy kinh nghim. C th k ra mt s chin lc m Trung Nguyn s dng: o Chin lc sn phm. o Chin lc nhng quyn kinh doanh (franchising) o Chin lc v phn bit gi. o Chin lc v PR. o Chin lc v nhn vin. 3.1. Chin lc sn phm. Ngy nay, cng vi s pht trin khng ngng ca khoa hc k thut, i sng ca ngi dn Vit Nam cng khng ngng c ci thin, nhu cu tiu dng ngy cng cao. c bit, nhu cu v s dng c ph ang gia tng nhanh chng. C th ni, vic thng thc c ph tr thnh mt nt vn ho ca ngi Vit Nam. Nm bt c c hi ny, Tung Nguyn khng ngng ci tin k thut to ra rt nhiu loi sn phm c hng v v c trng ring p ng nhu cu a dng ca khch hng trong v ngoi nc. Nh: c ph Trung Nguyn (c ph sng to, c ph hn hp, c ph tui lc, Espresso) vi nhng hng v c trng v cch thng thc ring, bn cnh nhng chng loi c ph phin dc o doanh nghip cn mi cho ra i loi c ph ho tan G7 nhm vo i tng khch hng nng ng. Tuy nhin, nu ch da vo s a dng v hng v ca cc chng loi c ph th khng c g c bit c, bt k mt doanh nghip no cng c th lm c. Khng ngng li vic ch a
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dng v chng loi sn phm, iu m Trung Nguyn quan tm n nhiu l cht lng ca sn phm. Trung Nguyn rt ch trng n cht lng sn phm u vo cho qu trng sn xut (iu ny c th ni cn xa l i vi cc doanh nghip Vit Nam)- t vic chn k lng tng ht c ph vi cht lng tt nht, vi thit b say nghin ti tn cng vi phng thc rang v sy c o to nn hng v c o ring cho tng ly c ph ca Trung Nguyn. Khng ch dng li th trng c ph, Trung Nguyn cn thm nhp vo th gi ca tr, nhm phc v i tng khch hng a thch vic thng thc tr- mt nt vn ho truyn thng ca ngi dn Vit Nam. Bao gm cc loai tr: Trnh Tm, Vng Nguyt, Tr Bum. Tuy nhin, ngy nay th trng c ph th gi khng n nh (c bit i vi mt hng c ph ht ca Vit Nam) iu ny lm cho gi c ph bp bnh, to tm l bt n cho ngi nng dn trng c ph. Khi c gi ngi nng dn c th s thu hoch t, bt chp cht lng ca cc ht c ph c c bo m hay khng v tm l lo ngi: nu khng bn nhanh c ph co th s rt gi. iu ny lm nh hng n qu trnh thu mua c ph ca Trung Nguyn ni ring v ca cc doanh nghip Vit Nam ni chung: cht lng c ph khng n nh, gi c bp bnh. Chnh s bt n ca th trng c ph th l nguyn nhn quan trng nht nh hng n qu trnh hon thin sn phm ca Trung Nguyn. 3.2. Chin lc nhng quyn kinh doanh (franchising).

Nhng quyn kinh doanh c lch s lu i trn th gii (khong hn 100 nm) v n ng vai tr ht sc quan trng trong h thng knh phn phi hin nay, n em li nhng thnh cng cho nhiu doanh nghip ln trn th gii nh: Mc Donald, Starbucks Tuy nhin nc ta, nhng quyn kinh doanh vn l mt khi nim mi v Trung Nguyn l doanh nghip Vit Nam u tin p dng hnh thc kinh doanh ny. p dng hnh thc kinh doanh ny khng phi l iu n gin, v Trung Nguyn p dng hnh thc ny nh th nao? C thc s thnh cng khng? Trc khi phn tch nhng thnh cn v tht ba ca Trung Nguyn khi p dng hnh thc nhng quyn kinh doanh th cn phi xem xt mt s c im ca phng thc ny.

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Hnh thc Franchising c c im: l hot ng thng mi theo bn nhng quuyn s cho php bn nhn quyn s dng thng hiu, nhn hiu sn phm, phng php- b quyt kinh doanh hnh thnh cho bn nhn quyn. Bn nhn quyn c php khai thc trn nn tng trong mt thi gian nht nh, i li bn nhn quyn phi tr mt chi ph xc nh cho bn nhng quyn. Trong sut qu trnh nhng quyn, bn nhng quyn c trch nhim hng dn, tr gip v kim sot cht lng ca bn nhn quyn. Vic p dng hnh thc franchising c rt nhiu cc li, li c vi bn nhn quyn v bn nhng quyn. Bn nhn quyn c th pht trin h thng qua vic khi thc ngun lc ca bn nhn quyn; gii quyt c bi ton v con ngi v bn nhn quyn l ch nn h c trch nhim hn; tip cn nhng a im m bn nhng quyn kh c th thip cn c v cui cng l thng hiu thng tin a phng nhanh v y hn. Cn i vi bn nhn quyn th c khch hng bit n ngay khi khai trng v cc qun nhng quyn s mang nhng c im ring ca bn nhng quyn; gim thiu ri ro trong kinh doanh do tha hng m hnh kinh doanh c th nghim thnh cng; tit kim nhiu thi gian v cng sc v khng phi tri qua giai on xy dng v pht trin thng hiu ban u; tit kim chi ph trong vic trang b cho ca hng nh vic tn dng li th v quy m ca bn nhng quyn v cui cng l tha hng li nhun t nhng hot ng tip th c quy m v nh hng ln do bn nhng quyn thc hin nhm pht trin thng hiu. Nh vy, theo c im ca hnh thc nhng quyn kinh doanh th ngi nhng quyn khng ch nhng thng hiu m cn nhng c b quyt kinh doanh, cch iu hnh qun tr thng hiu. Cn bn nhn quyn s tip nhn quyn s dng thng hiu, quyn kinh doanh thng hiu v tip nhn c cng ngh sn xut cng nh cng ngh vn hnh, qun tr thng hiu. V cho m hnh ny thnh cng th i hi c hai bn (bn nhng quyn v bn nhn quyn) phi thc hin ng nhng cam kt ra. T khi thnh lp n nay ch vi hn 10 nm (1996) Trung Nguyn c s pht trin vt bc, tc pht trin ca Trung Nguyn vo khong 2030%/nm. Doanh thu nm 2003 ca Trung Nguyn l 70 t ng, nm 2004 t 100t v nm 2005 l 150 t ng. ng thi Trung Nguyn chim gi mt lng qun c ph khng l l 1000 qun, mt khc cc qun c ph ca Trung
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Nguyn c a im ht sc thun li, v a hnh l tng. C c thnh cng ny phn ln do Trung Nguyn p dng phng thc nhng quyn kinh doanh (franchising). Nh p dng phng thc ny m s lng cc qun nhng quyn ca Trung Nguyn tng ln nhanh chng t 500 nh phn phi trong nc nm 2003 n cui nm 2006 trung Nguyn c 1000 nh phn phi ti Vit Nam. Nh vy ch trong vng 3 nm s lng nh phn phi ca trung Nguyn tng ln gp i v gi k lc ca Vit Nam. Mt khc, nh phng thc nhng quyn kinh doanh m Trung Nguyn c c nhng nh phn phi vi a im l tng m a im kinh doanh chnh l mt trong nhng yu t quan trng nht to nn thnh cn cho doanh nghip. C th l u nm 2006, ng ng L Nguyn V (ch tch hi ng qun tr ca cng ty Trung Nguyn) c chuyn kho st trn khp cc tnh Min Nam tm a im kinh doanh v ng b ra 2 triu USD u t v k kt hp ng chuyn nhng. n cui nm 2006, s hp ng chun nhng ca cc qun ny c cc nh u t nc ngoi tr 8 triu usd, y chnh l thnh cng ca Trung Nguyn khi p dng hnh thc nhng quyn kinh doanh. Tuy nhin, c l do vic p dng hnh thc nhng quyn kinh doanh qu t, lm cho hnh nh ca Trung Nguyn b gim st ng k. Trung Nguyn khng th kim sot c hng ngn i tc thu thng hiu tng chi tit nh nh: cung cch phc v, gi c, thc n v vn v sinh thc phm l cha k rt nhiu qun c ph trung Nguyn nhng t rt lu ri khng cn bn c ph Trung Nguyn na. Nhng quyn lc ny tr thnh con dao hai li e do thng hiu Trung Nguyn. Nguy c ngy cng cao khi ngy cng c nhiu i gia kinh doanh c ph vo cuc nh Highland, Windors, Zenta v sp ti l Starbucks (M). 3.3. Chin lc v phn bit gi.

Ngy nay, cc qun nhng quyn ca Trung Nguyn tr nn khng ng nht v gi. Khi vo cc qun c ph ca Trung Nguyn, ngi ta c th thy s khc nhau v gi c, cht lng cng nh cung cch phc v ti cc qun ny. Mc u t cho bi tr khng gian cng c s khc nhau rt ln. Vi 14000 ng, bn c th n mt qun rng ri, mt m, trang tr theo phong cch ni rng, nghe nhc nh nhng v ngi phc v trong trang phc Ty Nguyn s mang li cho bn mt ly s 4 thm lng.
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Vi 10.000 ng, bn vn c mt ly s 4 ti mt qun nh hn, cht hn v nhiu thuc hn. Hnh nh Ty Nguyn y c thu nh trong mt vi bi ht hoc nh treo tng. Thm ch ch vi 7.000 ng, bn vn thng thc c mt ly c ph a thch ti mt qun Trung Nguyn bnh dn, vi nhng chic gh nha khng ng b v cc trang tr s si trong mt khng gian cht hp. Ch c iu l nhng ngi phc v dng nh khng vui v lm, ly c ph hi nht hn v thng th nhng c gng tm thy nt vn ho ty Nguyn y khng mang li kt qu g. C ba dng qun trn u d dng tm thy TP.h Ch Minh. Mc ch ca Trung Nguyn khi thc hin chin lc phn bit gi ny l nhm vo vic ti a ho li nhun. Song iu ny c n khng i vi mt doanh nghip ang p dng hnh thc nhng quyn kinh doanh. Mt doanh nghip lun ly cht lng, s phc v tn tnh v mt khng gian bi tr mang m phong cch Ty Nguyn l mc tiu tn ti. V vy, n vi Trung Nguyn ngi ta khng ch thng thc mt ly c ph thm ngon m cn n vi mt khng gian mang y cht Ty Nguyn huyn b, em li cho khch hng mt cm gic th gin nh nhng. Vy liu nhng khch hng ca Trung Nguyn s ngh g khi h bc chan vo nhng qun c ph thng thc mt ly "s 4" vi gi 10.000 hoc 7.000 ng vi phong cch phc v khng c thoi mi v hnh nh v Ty Nguyn ca cc qun ny dng nh khng cn. C l trong tm tr khch hng lc ny hnh nh ca thng hiu Trung Nguyn cng chng c g khc bit so vi cc thng hiu khc trn th trng, khng c g c bit c. C th ni chin lc ny cc k mo him, n gip cho Trung Nguyn c th thu li nhun trc mt, nhng v lu di th liu khch hng c th phn bit c Trung Nguyn vi cc qun khc khng nu nh trc ca ca cc qun ny khng mang bin hiu vi khu hiu "khi ngun sng to" ca Trung Nguyn. 3.4. Chin lc v PR.

Trong thnh cng ca Trung Nguyn th PR ng vai tr ht sc quan trng. Trong nhng nm u thnh lp, c rt nhiu bi vit, phng s v hin tng c ph ny v 100% bi vit u mang ni dung tch cc. C th ni, chnh PR lm nn cn st Trung Nguyn. iu g gy s ch ca cng chng mc tiu n vy? C th lit k ra rt nhiu l do khc nhau:
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o Trung Nguyn ly truyn thng trng c ph ngn nm ca vng t Ty Nguyn huyn b to nn mt bn sc vn ho ring cho mnh, ly khung cnh Ty Nguyn huyn diu to nn mt khng gian l tng y th mng cho vic thng thc nhng ly c ph thm ngon. Gi tr ca nhng ly c ph lc ny khng ch dng li hng v thm ngon ca n m n cn c gia tng bi khung cnh huyn b v th mng vi nhng c gi trong trang phc Ty Nguyn du dng. Chnh v vy khch hng n vi Trung Nguyn khng ch thng thc c ph m cn th gin, tm hiu thm mt nt vn ho mang c trng phong cch Ty Nguyn. o Trung Nguyn l doanh nghip u tin ca Vit nam p dng hnh thc nhng quyn kinh doanh iu ny l nguyn nhn ca hng lot nhng bi vit v Trung Nguyn. V mt iu khng th thiu trong vic to nn cn st Trung Nguyn l kinh nghim v s sng to ca nhng ngi qun l v iu hnh cng ty cng thm vi b quyt rang say c ph c bit. o Lch s hnh thnh, Trung Nguyn xut hin vo ng thi im th trng c ph Vit Nam cn b ng, trong khi nhu cu thng thc c ph tr thnh nt vn ho mang m bn sc ca ngi dn Nam B. iu ng ni l trong giai on ny, cc qun c ph ch yu mang tnh cht gia nh nh l, ngun cung cp khng r rng, khng c tnh h thng v hu nh khng c chin lc pht trin marketing di hn. V s xut hin ca Trung Nguyn lc ny vi chin lc marketing c th to nn mt hin tng c ph trn th trng. Tuy nhin ngy nay, mi quan tm ca phng tin truyn thng i vi Trung nguyn nht i, n gin v hai ch Trung Nguyn qu qun thuc vi khch hng, s qun thuc cng l lc hin tng khng cn. PR ch c th l que dim lm bng chy, ch khng phi l hn than duy tr ngn la thng hiu. Mc d ngy nay Trung nguyn ang rt n lc cng c cho kha cnh Pr ca mnh thng qua cc hot ng: Tng cng cc hot ng truyn thng cho thng hiu nh: (2003) phi hp vi bo Thanh Nin, Hi Nin Hip thanh nin Vit Nam pht ng phong tro "Sng to thng hiu Vit" nhm khuyn khch ngi tiu dng
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Vit Nam dng hng Vit Nam; cng trong nm Trugn Nguyn phi hp vi Thi bo kinh t Si Gn, i hc kinh t, Vietnam Marcom t chc bui gii thiuchng trnh "xy dng thng hiu nng sn Vit Nam". Bn cnh Trung Nguyn ng gp hng chc t ng vo cc hot ng nh: qu bo h ngi ngho, nh tnh thng, ng h nn nhn cht c mu da cam v cc hc bng h tr HSSV. Nm 2005, kt hp vi TH Vit Nam sng lp qu "khi ngun sng to" ca chng ttrnh khi nghip nhm cung cp vn kinh doanh khi ngip cho cc bn tr vi tr gi ng gp hn 2 t ng 3.5. Chin lc v nhn vin

Trung Nguyn l mt trong nhng tp on thng mi v sn xut ln nht ti Vit Nam. Vi tng vn iu l ln n150 t ng. cng ty thnh lp ba nh my sn xut c ph phin v c ph ho tan v tr vi nhng dy truyn sn xut hin i ti cc tnh Ban M Thut - Lm ng - Bnh Dng. Ngoi ra trung Nguyn cn c cc tri nhnh ti H Ni - Nmg - Cn Th cng vi vic pht trin h thng bn l vi hn 1000 ca hng tin ch khp nc Vit Nam. c th duy tr v pht trin c b my cng knh nh th ny khng phi l mt vn n gin, i hi phi c mt i ng cn b cng nhn vin nng ng nhit tnh vi cng vic. Nhn thc r vn : c mt thng hiu thnh cng th doanh nghip khng ch cn c mt nh lnh o ti tnh m iu quan trng khng km l doanh nghip cn c mt i ng nhn vin gii, lnh ngh v nhit tnh vi cng vic, chnh v vy Trung Nguyn lun coi nhn vin chnh l ti sn quan trng nht ca cng ty, l nhn t mang li s thnh cng cho cng ty. Phng php pht trin nhn vin ca cng ty l to ra rt nhiu c hi pht trin ngh nghip cho mi ngi, t mt sinh vin mi ra trng cho n nhng nhn vin mun tm kim mt mc tiu v th thch mi. Bn cnh nhn vin ca doanh nghip c tr mt mc lng rt cnh tranh, h thng lng bng v chnh sch phc li r rng, cht ch c xem xt hng nm. Ngoi ra cng ty cn cung cp cho nhn vin nhng kho hun luyn v mi trng lm vic tt nht nui dng lng hng say v t pht trin, gip cho nhn vin c t tin v t phc v pht trin cng ty, pht trin thng hiu mt cch hon ho. C th ni, chin lc u t pht trin i ng nhn
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vin ca Trung Nguyn l mt chin lc cc k ng n. c bit vi bi cnh: ngy nay, Vit Nam gia nhp t chc thng mi Quc T (WTO), hng lot cc t chc v doanh nghip nc ngoi , ang v sp ti s vo Vit Nam v vic u tin m h thc hin l vic thu ht nhn ti (c bit l i vi nhng nhn ti tr tui) bng cc chnh sch nh: c mt mc thu nhp cao, mt cng vic tt v mt mi trng nng ng y l iu m rt nhiu cc doanh nghip Vit Nam vn cha quan tm ti. Tuy nhin ng tng Gim c ca cng ty Trung Nguyn - ng L Nguyn V xc nh c 5 yu t c th em li s tho mn cho nhn vin l: "thnh t, s cng nhn, bn thn cng vic, trch nhim v c hi thng tin. Nguyn nhn dn n s hi lng nm ni dung cng vic cn nguyn nhn gy nn s bt mn nm mi trng lm vic. Nu khng th tr lng cao hn i th th iu quan trng l phi to cho h mt mi trng lm vic thn thin, xy dng vn ho cng ty". Chnh v nhn thc ny m Trung Nguyn c mt i ng nhn vin gii, lnh ngh, nhit tnh vi cng vic v c tinh thn trch nhim cao.

TRUYN THNG THNG HIU. Truyn thng: Trung Nguyn s dng nhiu cng c truyn thng nh qung co truyn hnh, bo i, bn hng trc tip nhng ci mang li thnh cng ln nht cho Trung nguyn l PR. Trc y vo khong t nm 2003-2007, th hu nh ngy no cc trang bo vit v bo in t u nhc n Trung Nguyn . Trung Nguyn gy ch vi bo gii cng nh khch hng vi cuc chin gia Trung Nguyn v Nescaf

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V Trung Nguyn chn mt i th truyn kip l Nescaf, mt cng ty nc ngoi ang chim th phn ln nht Vit Nam lc , v n c coi l cuc chin V thng hiu Vit vi kht khao a thng hiu Vit snh ngang tm vi thng hiu nc ngoi Khi qung co ,G7 tung ra thng ip "B quyt khc bit c ph ti chnh gc Bun Ma Thut" v c ph ca Trung Nguyn l "Gip suy ngh mnh hn". Nescafe chuyn i thng ip l "Ngon hn, v c ph mnh hn". G7 tip tc tung ra thng ip "V c ph cc mnh" v "G7 - B quyt khc bit c ph ti ca chuyn gia c ph hng u". V trong cuc chin ny tt nhin c ph Trung Nguyn l i nh v c khn gi i nh ng h v theo di nh theo di mt trn bng . V lin tc ci tn Trung Nguyn xut hin trn tt c cc mt bo . Cng vi n Trung Nguyn thc hin nhiu hot ng PR khc nh: o Chng trnh xy dng thng hiu nng sn Vit Nam. o Ngy hi tuyt nh G7, dng th sn phm (dlind test) vi 89% ngi tham gia chn G7. o Roadshow ti tng hnh dinh Nestl.

Xc tin c ng: Khai thc kh nng qung co min ph trn mng x hi o nh facebook, ngoi li th v vn ti chnh l li th Facebook dang l mng x hi ln nht th gii vi hn con s thnh vin ln n hn 250 triu thnh vin, cng vi lng truy cp ln n 340 triu lt mi thng. Ngai ra Trung Ngoi ra Trung Nguyn cn chn mua bn quyn mt bi ht tht ph hp vi gi tr ch o m Trung Nguyn mong mun truyn t v a vo qung co, on qung co ny s c pht thng xuyn vo nhng khung gi vng trn
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truyn hnh, nhng giai iu s tr thnh linh hn cho qung co cng nh thng hiu v gy n tng su sc cho ngi xem. Hat ng qung co ca trung nguyn l khng nhiu, hiu qu tht s m Trung Nguyn t c l nh PR-quan h cng chng da trn nn tng gi tr ct li m cng ty hng n.Trung Nguyn thi hn dn tc vo logo v slogan ca mnh, cao tnh t tn dn tc trong tng sn phm. Trung Nguyn thc hin nhng cuc tuyn truyn bi bn nhm vn ng tinh thn v ku gi s ng h ca cc i l, nh phn phi v ngi tiu dng. Cng ty ny m u bc th ng gi ngi tiu dng bng cu "knh tha qu ng bo" v nhng li l rt tha thit khi gi tinh thn dn tc. Chnh v vy m Trung Nguyn nhanh chng c c lng tin ca ngi tiu dng. Trung Nguyn trin khai nhng k hoch PR kh thnh cng vi kt qu rt r rang nh: o Trung Nguyn phi hp bo Thanh Nin, Hi Lin hip Thanh Nin Vit Nam pht ng chng trnh Sng to v Thng hiu Vit. o Trung Nguyn cng i truyn hnh Vit Nam sng lp Qu u t Khi ngun sng to cp vn cho cc thi sinh ot gii trong chng trnh Khi Nghip ca VTV3. Hot ng ny nhm khuyn khch, to c hi cho th h tr Vit Nam thc hin nhng d n, tng kinh doanh sng to, qua , gp phn nui dng nhng ti nng kinh doanh tr cho t nc. S vn ti tr 2 t ng. o Bn cnh , Trung Nguyn cn phi hp vi Bo Thanh Nin thc hin chng trnh: "Nc Vit Nam ta nh hay khng nh". Pht ng "cuc chin v thng hiu Vit" ca Trung Nguyn cng c nh gi cao. Trung Nguyn vi chng trnh Xy dng thng hiu nng sn Vit Nam... Trung Nguyn tham gia ti tr cc chng trnh: o Ti tr chng trnh Ni vng tay ln v ngi ngho do bo H Ni Mi, bo Si Gn Gii Phng, Bo Nng t chc t thng 6 n thng 7 nm 2004 Thng bo gii v ngi ngho. ng thi, trong chng trnh ny Trung Nguyn ng h 1 t ng.
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o Tham gia ng h nn nhn cht c mu da cam Vit Nam trong chng trnh nhn o cu truyn hnh Chng ta khng v cm ca i truyn hnh Vit Nam: 10 triu ng o H tr chng trnh t thin Ni nhp tri tim thc hin phu thut tim cho cc em nh b bnh tim bm sinh c hon cnh kh khn ca Hi ch thp HCM: 40 triu ng... Ngoi ra Trung nguyn cn t chcchong trnh Ngy hi tuyt nh G7 qung b thng hiu. vi vai tr thng tr, Nescafe p t khu v caf ca ngi nc ngoi cho ngi tiu dng Vit Nam. Trong cc din c xc lp kh vng chc , G7 vo cuc bng nhng chiu thc rt mnh m v bt ng. Trong n to bo l mi ngi tiu dng th mi sn phm trong chng trnh Ngy hi tuyt nh G7 c t chc vi quy m ti Dinh Thng Nht. Hn na 35000 ngi tham gia ngy hi ny. Ti y, Trung Nguyn mi ngi tiu dung ung th hail y c ph ha tan, mt ca G7, mt ca Nescafe (ngi tiu dung khng c cho bit nhn hiu trc khi ung) v so snh xem h thch sn phm no hn. Trc khi tin hnh cuc th nghim c ph ny, Trung Nguyn gi th thong bo cho Nescafe v sn sng cho mt v kin nu c. Kt qu ca cuc th mi cho bit c 89% ngi tiu dung chn G7 v 11% chon Nescafe. Trung Nguyn thng li hon taonf trong chin dch ny. Mt "n to bo khc: Trung Nguyn t chc ung th c ph G7 ngay trong cao c ni Nescafe t tng hnh dinh, ri nhng roadshow tip th rm r ca G7 ng lot trn cc thnh ph ln v c nc Tuy nhin, trc mt i th qu mnh v c tim lc ti chnh, kinh nghim v uy th, Trung Nguyn xc nh "chin thut" chnh l hng vo tri tim v tinh thn ca ngi tiu dng Vit Nam. Trc khi cuc chin chnh thc din ra, Trung Nguyn thc hin nhng cuc tuyn truyn bi bn nhm vn ng tinh thn v ku gi s ng h ca cc i l, nh phn phi v ngi tiu dng. Cng ty ny m u bc th ng gi ngi tiu dng bng cu "knh tha qu ng bo" v nhng li l rt tha thit khi gi tinh thn dn tc. ng thi, Trung Nguyn cng hon ton "nh bi nga", trnh by rt r cho cc i l, nh phn phi ca mnh bit nhng im mnh, im yu v c nguyn vng ca mnh trong mong mun c ng h, c ng hnh nh mt
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thng hiu Vit Nam ang i tin phong. n "gi G", cng ty cho fax ng lot cc bc th ng n cc i l ca mnh...

IV.

NHNG THNH CNG V THT BI CA C PH TRUNG NGUYN. 1. Nhng thnh cng: Phi ni Trung Nguyn l mt thnh cng k diu ca vic xy dng thng hiu ca Vit nam trong thi gian qua. Ch trong vng 5 nm, t mt xng sn xut nh ti Bun Ma Thut, Trung Nguyn c mt ti mi min t nc vi s ca hng nn ti 400 v sau hn 10 nm i vo hot ng th s ca hng ny nn ti 1000 v vi doanh thu nm 2005 l 150 t ng Vit Nam. V cu khu hiu "khi ngun sng to" tr nn quen thuc vi ngi dn Vit Nam.

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n nm 2005 th Trung Nguyn tr thnh mt trong 10 thng hiu mnh ca Vit Nam v hng lot cc gii thng khc nh ni trn. 2. Tht bi ca Trung Nguyn: Tht bi ln nht ca Trung Nguyn l vic p dng hnh thc nhng quyn kinh doanh qu t, v vy Trung Nguyn khng th kim sot c s lng qun nhng quyn khng l ca mnh. Dn n: gi c v cht lng ca cc qun khng ng b; khng gian bi tr ca cc qun (iu quan trng to nn s khc bit ca Trung Nguyn vi cc qun c ph khc) khng cn theo ng tiu chn. Vi vn quan h cng chng (PR) th khng th ni l Trung Nguyn tht bi c. mt thi PR chnh l mt trong nhng nhn t quan trng to nn thnh cng cho Trung Nguyn. Tuy nhin ngy nay, chin lc v PR ca Trung Nguyn t hiu qu khng cao. 3. Nguyn nhn ca nhng thnh cng v tht bi. a. Nguyn nhn ca nhng thnh cng. Ni v nguyn nhn thnh cng ca Trung Nguyn th c th k n mt s nguyn nhn sau: Thi im thnh lp: nh trn cp n thi im thnh lp l mt trong nhng yu t quan trng to nn thnh cng ca Trung Nguyn. Trong thi gian thnh lp, th trgn c ph Vit Nam gn nh b ng, v trong giai doanh ny cc qun c ph mang tnh cht gia nh, ngun cung cp khng r rng, thit k ngho nn khng mang tnh h thng v hu nh cha c chin lc Marketing r rng. Trong khi vic ung c ph Vit Nam khng n thun ch l thng thc m n cn tr thnh mt nt vn ho ca ngi dn Nam B. V y chnh l c hi ca Trung Nguyn, bng cc chin lc kinh doanh c th Trung Nguyn to nn thnh cng cho thng hiu ca mnh. Mt khc, Trung Nguyn l doanh nghip Vit Nam u tin p dng chin lc nhng quyn kinh doanh (Franchising) v t ch hiu qu v cng to ln, s lng cc qun nhng quyn tng nn vi tc chng mt. bn cnh Trung Nguyn ly khng gian ca vng tho Nguyn
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bao la lm nn cho cc qun, iu ny to s khc bit v gy s ch v t m ca khch hng mc tiu. Bn cnh phi k n s thnh cng ca cng tc quan h cng chng (PR). Trong nhng nm u thnh lp, s lng bi vit v Trung Nguyn qu nhiu v 100% bi vit u mang ngha tch cc lm cho Trung Nguyn ni nn nh mt hin tng v gy s ch ln ca cng chng mc tiu. Tt c nhng iu ny to nn thnh cng cho thng hiu Trng Nguyn ngy nay. b. Nguyn nhn dn dn s st gim ca thng hiu c ph Trung Nguyn ngy nay. Nguyn nhn u tin c th k n l thng hiu Trung Nguyn tr nn qu qun thuc i vi ngi dn vit Nam, v th ngy nay n khng cn l mt hin tng c ph na. s lng cc bi vit v Trung Nguyn trong nhng nm gn y gim mt lng ln v khng cn nhiu nhng bi vit mang ni dung tch cc. Nguyn nhn th 2: Vic thc hin chin lc nhng quyn kinh doanh qu t dn n Trung Nguyn khng th kim sot c ht cc qun nhng quyn ca mnh. iu ny gy nh hng khng tt n d lun v tm l khch hng. Nguyn nhn th 3: ngy nay trn th trng ngy cng xut hin nhiu hng c ph ln v chc chn l h khng chu ngi yn cho Trung Nguyn pht trin. Trn y l mt s nguyn nhn chnh gy nh hng n thng hiu c ph Trung Nguyn hin nay. V da vo vic phn tch nhng thnh cng v tht bi cng nh nhng nguyn nhn ca nhng thnh cng v tht bi , ngi vit a ra mt s suy ngh ca mnh v nhng gii php nhm xy dng, cng c v pht trin c ph Trung Nguyn trn th trng Vit Nam. V. Mt s gii php nhm tip tc xy dng, cng c v pht trin thng hiu c ph Trung Nguyn trn th trng Vit Nam.
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1. nh hng pht trin. Qua vic phn tch nhng chin lc m trung Nguyn s dng, da vo nhng im mnh, im yu, nhng c hi v thch thc cng vi nhng thnh cng hay tht bi ca Trung Nguyn trong thi gian va qua, ngi vit a ra mt s nh hng pht trin nhm tip tc xy dng, cng c v pht trin thng hiu c ph Trung Nguyn: Th nht: Trong c ch th trng ngy nay, vic Trung Nguyn p dng chin lc nhng quyn kinh doanh hon ton hp l. Tuy nhin, Trung Nguyn cn phi qun l cc qun nhng quyn hiu qu hn ly li hnh nh thng hiu ca mnh. C th s dng mt s bin php: - Hn ch tc gia tng ca cc qun nhng quyn trn th trng Vit Nam. Bi v c tc pht trin nh hin nay th Trung nguyn cng khng th kim sot c cc qun nhng quyn ca mnh. - Xy dng bn hp ng chuyn nhng cht ch hn, vi nhng quy nh nghim ngt cng vi mc li nhun cao iu ny s kch thch ch ca cc qun nhng quyn chp hnh nghim chnh cc quy nh trong hp ng chuyn nhng. - o to thm kin thc cng nh kinh ngim cho nhn vin qun l v chuyn nhng, bi v y l mt cng vic cc k kh khn cng thm nhng quyn kinh doanh Vit Nam l mt hnh thc hon ton mi nn nhn vin ca cng ty khng th c nhiu kinh nghim trong lnh vc ny. Th hai: Gii php trong khu thu mua sn phm, c th thu c sn phm tt, cht lng cao Trung Nguyn cn xy dng m hnh kt hp cht ch gia doanh nghip v ngi nng dn to tm l tt cho ngi nng dn trong khu tiu th sn phm. Th ba: cn phi tng cng qung b cho thng hiu trn trn truyn hnh,bo, tp ch, hay trn cc sng pht thanh thng hiu Trung Nguyn khng dn b qun lng trong tm tr khch hng. Th 4: M rng th trng ra th gii c bit l th trng Trung Quc, y l mt quc gia ln, c dn s ng nht th gii. Bn cnh Trung Quc l mt quc gia ang pht trin v tc pht trin rt "nng", bn cnh Trung
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Quc c mt dn s tr cao v rt nng ng. y c th l c hi th trng rt ln cho Trung Nguyn. Th 5: Trung Nguyn c th p dng m hnh Showroom, y l ni trng by v gii thiu chuyn bit v c ph nh mt hi tr thu nh nhm thu ht nhng khch hng quan tm v snh v c ph. 2. Xc nh th trng mc tiu v nh v sn phm. Trung Nguyn hin ang c 3 chng loi sn phm: c ph Trung Nguyn (c ph phin), c ph ho tan (G7 coffe) v tr tin. Vi mi loi sn phm Trung Nguyn xc nh cho mnh cc cc th trng th trng mc tiu ring. Vi c ph Trung Nguyn (c ph phin) Trung Nguyn nh v cho mnh mt mc tng i cao so vi i th cnh tranh, vi hnh thc tiu th ch yu trong cc qun nhng quyn, Trung Nguyn xc nh cho chng loi sn phm ny nhng khch hng mc tiu c thu nhp trung bnh v cao. Vi sn phm G7, Trung Nguyn nh v cho sn phm ny cao hn Nescaffe v tp trung vo hai th trng chnh: th nht l nhng hc sinh, sinh vin nhng ngi c thu nhp khng cao nhng c th d dng chi cho mt gi nh G7, th trng nhng ngi rt nng ng c thu nhp trung bnh v cao, tuy nhin qu thi gian ca h rt t v h khng thng xuyn c thi gian thng thc mt ly c ph phin. Cn i vi sn phm Tr Tin, Trung Nguyn tp trung vo nhm khch hng c truyn thng ung tr, ch yu l nhng ngi cao tui, ngh hu, h l nhng ngi c rt nhiu thi gian rnh ri, v thng thng thc nhng ly tr vi nhng ngi bn ca mnh. V vic thng thc tr tr thnh thi quen ca h.

3.

Xy dng chin lc cho c ph Trung Nguyn trong thi k mi. Trong phn nh hng pht trin em a ra suy ngh ca mnh v cc nh hng cho cc gii php cng nh cc chin lc Trung Nguyn c th tip tc cng c v hon thin thng hiu ca mnh. Trong phn vit ny em s tin hnh xy dng nhng chin lc theo nh hng m em xc nh trn. Bao gm 3 chin lc chnh: - Chin lc Marketing ngc: lin kt cht ch gia doanh nghip vi ngi trng c ph.

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- M rng th trng ra cc nc ang pht trin bit i vi th trng Trung Quc. - Chin lc vi m hnh Showroom. VI. NH GI V NHN XT 1. nh gi chung v hiu qu chnh sch nhn hiu u im C ph tr thnh thc ung thng dng nht trn th gii ch sau nc ung thng thng. Cho n nay, cha c mt nghin cu khoa hc no khng nh vic ung c ph c hi cho sc khe, m ngc li, ngy cng nhiu chng c khoa hc v lm sng cho thy tc dng tch cc v ton din ca c ph i vi sc khe ca loi ngi. C ph c tc dng tch cc trong vic hn ch cc bnh: tim mch, ung th, lot d dy v t trng, chng long xng, bnh si mt, hen suyn, cc bnh v ng tiu ha; gim nguy c mc bnh Parkinson, C v thn c trng, l cafe nguyn cht rt c a chung. Ph hp vi nhng ai thch ung cafe v c thi gian th gin. Sn phm c mi v thm ngon, lm t nhng ht c ph ca vng t Bun Ma Thut, thng hiu c nh v trong lng ngi tiu dng, ng gi gn gng, tin li. Hin nay, c ph Trung Nguyn v G7 ang c xut khu n hn 43 quc gia trn th gii - h thng ca hng hin din ti Singapore, Nht Bn, Trung Quc, Thi Lan v chinh phc c nhiu i tng khch hng.

Nhc im Thng hiu c ph Trung Nguyn d b li dng Trn thc t, bn cnh nhng kh khn v mt bng, ti chnh, hnh nh th kh khn ln nht m Trung Nguyn phi ng u l Goliath c ph Starbucks, mt tp on c ph ln nht th gii ca M. S thnh cng ca Trung Nguyn th trng ni a cng ging nh Starbucks M, ngoi tr vic Trung Nguyn thng tr th trng ni a ca mnh ch trong 4 nm, trong khi Starbucks phi mt n 15 nm. Ti Nht, Starbucks c n gn 400 ca hng trong tng s hn 6000 ca hng ca n trn khp th gii. Tuy nhin, iu ng ngc nhin l i l nhng quyn Trung Nguyn
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ti Nht Bn li n nh gi mi tch c ph Trung Nguyn cao hn 50% so vi Starbucks v cao hn 25% so vi cc c ph ni a khc. Ngnh c ph Vit Nam mc d c nhng bc pht trin thn k trong thi gian qua, ng gp mt cch ng k vo s n nh v pht trin chung ca k Lk, Ty Nguyn, v ca c Vit Nam. Tuy nhin, s pht trin ny vn cn cha ng y nhng yu tt km bn vng: ch yu l xut c ph nhn, c ph ch bin v thng hiu cn v cng thp; bn thn gi tr ca c ph nhn xut khu cng rt thp, cng xut cng thit do khng ch trng n cht lng v tnh lu di ca sn phm, t l tiu dng c ph trong nc vn mc rt thp (0,5kg/ngi/ nm s vi cc nc trng c ph khc c mc trung bnh l 3kg/ngi/nm) khng to ra s t ch ca sn lng tiu dng ni a so vi xut khu; c ph vn ch l c ph, chng ta cha bit khai thc cc gi tr v vn ha, du lch, u t, ti chnh, kho vn, khoa hc k thut, kinh t tri thc, l nhng ngnh, nhng lnh vc c lin quan mt thit n ngnh c ph. Nhn xt Vi nhng n lc,c gng khng ngng trong sn xut v kinh doanh, cng ty c phn Trung Nguyn trong thi gian qua t c nhiu thnh tch, to ra bc tng trng ng k v doanh thu, li nhun, khng nh v th sn phm ca mnh trn th trng. Ban u Trung Nguyn ch l mt nhn hiu c ph non tr ca Vit Nam nhng nhanh chng tr thnh thng hiu c ph quen thuc vi ngi tiu dung trong v ngoi nc. Nh i tin phong trong vic p dng m hnh kinh doanh nhng quyn ti Vit Nam ch trong vng mi nm t mt hng c ph nh b nm gia th ph c ph Bun M Thut, Trung Nguyn tri dy thnh mt tp on hng mnh vi su cng ty thnh vin : Cng ty c phn Trung Nguyn, Cong ty c phn c ph ha tan Trung Nguyn, Cng ty TNHH c ph Trung Nguyn, Cng ty CPTM v dch v G7, Cng ty lin doanh Vit Nam Global Gateway(VGG) vi cc ngnh ngh chnh: sn xut, ch bin, kinh doanh tr, c ph, nhng quyn thng hiu v dch v phn phi, bn l hin i .Trong tng lai tp on Trung Nguyn s pht trin vi mi cng ty thnh vin ng thi kinh doanh nhiu ngnh ngh a dng. VII. TI LIU THAM KHO
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 Trang Web www.trungnguyen.com.vn Trang Web www.webnganhang.com Trang Web www.vnbrand.net

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