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B TI CHNH TRNG I HC TI CHNH - MARKETING KHOA THNG MI DU LCH - o0o -

Ngnh: QUN TR KINH DOANH Chuyn ngnh: KINH DOANH QUC T Lp: LTDH6-KD

BAI TIEU LUAN ti: u t chuoi ca hang Hi coffee.

TP.HCM - 2012

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DANH SACH NHOM

1. Le Th Yen Thanh 2. Vu Th Thuy Linh 3. Tran Th Thu Hang 4. Trng Ngoc Quyen 5. Van Th Hong Hanh 6. Thai Quynh Mai 7. Huynh Gia Huy 8. Nguyen Ngoc Huy 9. Nguyen Van Hiep 10. 11. inh Nguyen Tan Hoang Le Hu Phc

12. Nguyn H Hong Phc

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L do chn ti Trong thi i ngy nay, cng vi s pht trin vt bc ca khoa hc cng ngh, ngi ta thng ni rng: khng c iu g mi, ch c nhng s kt ni mi. ti nghin cu v Chui ca hng Hi Coffee ca nhm chng ti cng ra i xut pht t nhng s kt ni mi y. chnh l s kt hp gia quan im Marketing hin i: Marketing khng ch l p ng nhu cu, m cn phi ch ng to ra, khi dy nhu cu cho th trng, v phong cch sng si ni, s thch, thi quen ung c ph ca nhng ngi Vit tr. Bui sng trn ng ph Si Gn hn ai cng d dng nhn thy cnh ngi ngi tm nm, tm ba ung c ph u hm hay l ng cnh cng cc c quan, vn phng cng ty...Thi quen ung c ph ca ngi Vit Nam n su vo cc hot ng hng ngy ca h. Tuy nhin, nh mt nghch l, cuc sng cng hin i, con ngi li cng t c thi gian hng th hn, mc d vt cht li d tha. Bng nhng kin thc c truyn th ti nh trng, chng ti tin hnh nghin cu, phn tch nhng s liu th trng, hnh vi tiu dng nhn thy c xu hng chung nhng sn phm s dng nhanh, tin li s ngy cng tng khi i sng ca ngi dn Vit Nam cng tr nn bn rn, thc s l mt mnh t mu m vi tim nng th trng rng ln ang ch i nhng tng kinh doanh nhp cuc. Bn cnh , tnh gn gi, thc t, gn lin vi i sng, c bit l i vi gii tr, cng to cho chng ti nim thch th, s am m khi tin hnh cng tc nghin cu. ngha ca ti Thng qua kinh doanh, chng ti khng ch i theo mc ch c bn ca kinh doanh l li nhun, m hn th na, chng ti mun th hin s quan tm v mong mun ng gp mt phn trong vic hon thin hn cuc sng ca nhng con ngi ca thi i mi, nhng con ngi nng ng, khng c nhiu thi gian quan tm

-4n nhng th vui ring ca bn thn mnh. Vi suy ngh, mt x hi cha th ni l tin b khi ngay t nhng nhu cu hng th cuc sng c bn nht ca con ngi b lng qun v khng c p ng, chui ca hng ca chng ti hy vng nhng ngi khch n vi chng ti s tm c s hi lng t cung cch phc v nhanh chng v chuyn nghip, nhng ly c ph hon ho nht m chng ti c th cung cp tht s l mt phong cch thng thc c ph mi trong mt thi i mi. Khng ch dng li vic chm sc khch hng, Hi Coffee cn mang theo mt thng ip xanh, th hin kht vng v thc ca nhng ngi Vit tr i vi vic bo v mi sinh, mi trng. V chng ti hiu r rng mt doanh nghip ch c th pht trin bn vng trong mt mi trng bn vng, v cng vic ny phi c bt u t nhng n v nh nht ca x hi. Mt m c ln na ca chng ti l s lm cho khch hng ca mnh suy ngh v mi trng mi khi h s dng ca Hi Coffee. Du bit rng con ng xy dng c mt thng hiu xanh ch thc nh th l rt kh khn, nhng chnh l con ng m chng ti s i.

Kt cu ti Kt cu ti kinh doanh chui ca hng Hi Coffee bao gm 3 phn nh sau: o Chng 1: Phn tch v xc nh c hi th trng ca sn phm c ph mua mang i (coffee to-go). o Chng 2: Xy dng chin lc kinh doanh cho chui ca hng Hi Coffee. o Chng 3: D bo ti chnh cho chui ca hng Hi Coffee

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Chng 1 :Phn tch v xc nh c hi th trng ca sn phm c ph mua mang i (coffee to-go) 1.1 Phn tch ngnh kinh doanh dch v c ph 1.1.1 Quy m ngnh y l mt ngnh c quy m ln. C th nhn thy iu ny thng qua s lng qun c ph v doanh thu. Hin nay ch ring Thnh ph H Ch Minh c n 1000 qun c ph, v s lng ny vn khng ngng gia tng. Theo s liu ca cng ty nghin cu th trng Euro Mornitor International th tnh n nm 2006, ton nc Vit Nam c 15.197 qun c ph , t t l tng trng 13%. Bng 1.1 v: Ca hng 2001 Qun Cafe/Bars cafe - Chui ca hng cafe 7,995 200 2002 9,189 450 8,739 3,239 450 2003 10,442 600 9,842 4,142 600 2004 11,772 644 11,128 5,072 644 2005 2006 S lng ca hng/qun c ph tnh t 2001 - 2006

13,429 15,197 766 6,079 766 843 7,112 843 12,663 14,354

- Cc ca hng cafe c lp 7,795 - Cc ca hng cafe c bit 2,345 -- Chui ca hng cafe c bit200 -- Cc ca hng cafe c bit c lp - Cc ca hng cafe khc Ngun: 5,650

5,950

6,300

6,700

7,350

8,085

cng ty nctt Euromonitor International, S Thng K thnh ph HCM. Bng 1. S liu v s ca hng dch v coffee ti Vit Nam.

Doanh thu ca ton ngnh l 21,800,000,000 VN vi tc tng trng bnh qun vo khong 17% nm.

-6i vi qun cao cp, doanh thu hng thng thp cng vo c 600,000,000VN; cn cc qun trung bnh th khong 300,000,000VN. Nu lm cho khch hng hi lng th mc doanh thu s cn hp dn hn nhiu. 1.1.2 c im ngnh, xu hng pht trin

y l mt ngnh c hng tng trng tt, c hi th trng rng m, tuy nhin cng lm ri ro v chng h d dng thnh cng. y l mt ngnh d gia nhp, nhng cnh tranh cao, d b thay th. Ph thuc nhiu vo nh cung cp. Gn b lu i vi x hi Vit Nam, tr thnh mt nt vn ha ca ngi Vit Nam. Phn phi theo 3 hnh thc sau: ti qun, chui qun, v nhng quyn (franchise). c phn phi trong ngnh kinh doanh qun c ph th kh v: Kh kim c a im, mt bng ng . Vn u t thng l ln. Nu lm theo phng php nhng quyn (franchise) th php lut nc Vit Nam vn cha c nhng quy nh r rng, c th v vn ny, do cha to c iu kin thun li m rng h thng phn phi theo phng php ny. Nhn t nh hng n s tng trng ca ngnh: th trng tiu dng Vit Nam vi hn 83 triu dn, dn s tr chim t l cao c gii u t th gii nhn nh l ming bnh ri m cho cc tp on a quc gia. C ph cng chng ngoi l. S dch chuyn lao ng trn ton cu vi bin gii mm khi gia nhp WTO to iu kin thun li cho gii thanh nin Vit Nam tip cn, quen dn v ng h nhng hnh mu mi. C hi vic lm v thu nhp trn u ngi tng, nhp sng gp gp v dn dp s lm cho nhng m hnh thc n nhanh (KFC, Loterria ) hoc c ph mua mang i (Starbucks Coffee, Gloria's Jean Coffees, Highlands Coffee, Passio ) pht trin mnh theo nhu cu ca th trng. Xu hng ca ngnh kinh doanh dch v c ph trong nhng nm trc : S n r ca cc qun c ph sao.

-7 Nhm vo i tng khch hng tr Nhn mnh ti tnh a phong cch, p ng nhiu cung bc nhu cu vi i tng khng hng a dng, Cng l nhng t hp gii tr - th gin, nhng khng ch trng phc v nhm i tng tr nu trn, mt s qun hnh thnh m hnh c ph + phng tr; c ph + bar + nh hng. Mt b phn ngi dn Si Gn c thi quen ung c ph trong tnh lng v suy t. D bo xu hng trong nhng nm sp ti: Kinh doanh qun c ph khng cn l sn chi ca nhng tay ngang. Kinh doanh c ph nhng quyn t nc ngoi C ph mua mang i (coffee to-go) s pht trin mnh v c tnh nhanh v tin li ca n. Nhn t nh hng suy thoi ca ngnh: S bin dng trong kinh doanh ca mt s qun c ph gy nh hng khng tt trong x hi. Th hiu ca khch hng thay i nhanh chng, c bit l khch hng tr. Trong tng lai c th s c nhng loi hnh gii tr mi. 1.1.3 5 tc lc cnh tranh trong ngnh

1.1.3.1 Nh cung ng Vit Nam ang chim c v tr th hai trn th gii v lng xut khu (sn lng xp x 1 triu tn, kim ngch thu v t c ph l 1,85 t USD) ngnh c ph trong nc cn nhanh chng tp trung vo ch bin su nhm gim lng xut th, tng xut lng ch bin. Hin nay c rt nhiu ngun sn phm du nhp vo th trng Vit Nam nh c ph , c ph Braxin, c ph M cc ngun ny l nhng sn phm cao cp phc v ch yu cho i tng thu nhp cao, nhng ngun

-8cung cp ch yu cho th trng vn l cc ngun sn xut trong nc nh Cng ty C phn Trung Nguyn, Cng ty C phn Vit Thi Quc T (Highlands Coffee), Nh my C ph Bin Ha (Vina c ph), Cng ty Trch nhim hu hn Nestl Vit Nam (Nestl c ph), c ph Thu H. Ngoi cc nh cung cp c ph cn c cc c s cung cp cc sn phm ly, tch, bn gh vi con s rt nhiu trong ngnh. Theo cc s liu trn ta d dng thy sc mnh ca cc doanh nghip cung cp khng mnh, vi s lng nh cung cp rt nhiu ng thi li t cnh tranh v hot ng ri rc nn yu t quyn lc ca nh cung cp trong ngnh l yu. 1.1.3.2 i th cnh tranh tim tng i vi mt ngnh c tc tn trng cao v c th trng hp dn nh Vit Nam th vic c nhiu doanh nghip ti l iu d nhin. Cc i th cnh tranh tim tng c th l cc tp on nc ngoi nh : Starbuck, CoffeeBean, Leaf Coffee Hoc c th l cc cng ty c ph trong nc nay mun m rng th trng bn l ti ngi tiu dng. Nhn chung c im ca cc nh u t tim tng l c vn mnh, lun tm ti nhng ci mi nhm phc v cho khch hng ca h mt cch tt nht. 1.1.3.3 Cnh tranh trong ngnh 1.1.3.3.1 c im C th ni tnh hnh cnh tranh trong ngnh rt gay gt. Mi mt ca hng lun trn cho mnh mt phong cch ring, tp trung qung b v li ko khch hng rt nhiu. iu ny xut pht t s lng ngi kinh doanh v c im ca khch hng tiu dng nn cng cnh tranh trong ngnh din ra rt cao. 1.1.3.3.2 Cc loi hnh cnh tranh Cnh tranh v gi: C th nhn xt gi l mt trong nhng yu t cnh tranh rt quan trng trong tt c cc ngnh kinh doanh. i vi kinh doanh qun c ph cng vy vic xc nh gi c coi nh nh v c loi hnh cho qun v cng xc nh c khch hng mc tiu cho qun

-9 Cnh tranh v thng hiu: Khi nhc n cc thng hiu nh C ph Trung Nguyn hay C ph Bun M chng ta li lin tng n mt khng kh m du nh nh khng n o no nhit nhng ht sc lch thip v tao nh vi ly c ph m thm ngtv sao chng ta li c s lin tng th v ny? . Chnh vthng hiu trong ngnh kinh doanh c ph n c th ni ln c ch, mc tiu v i tng ca doanh nghip, n c th thu ht khch hng mt cch t nhin Cnh tranh v m hnh v dch v: . Ty theo i tng khch hng v phong cch ca h m m hnh, hnh thc kinh doanh s khc. V d: hai thnh ph H Ni v H Ch Minh, bnh qun mi qun c ph H Ni rng 100 mt vung, c 26 bn v 9 nhn vin phc v cn Thnh ph H Ch Minh, qun rng bnh qun 175 mt vung, 56 bn vi 23 nhn vin. Cnh tranh ca cc sn phm nc ung khc: Sn phm bn ti qun c ph Thnh ph H Ch Minh cng a dng, c ti 40 loi nc gii kht trong c c ph, H Ni ch c 9 loi. Bn cnh cng khng th khng nhc n cc loi hnh kinh doanh nc gii kht khc nh cc qun nc sm, cc qun tr o, tr chn chu.hin nay cng pht trin rt cao, iu ny nh hng ln n thi quen chn qun c ph ca khch hng l rt ln, v khi cc loi hnh pht trin, khch hng s c nhiu s chn la khi c nhu cu giao lu quan h, gp g, gii tr th gin. 1.1.3.4 Khch hng i tng khch hng a dng bao gm tui cao v gii tr thuc nhiu tng lp khc nhau u c nhu cu s dng c ph cao c bit l tng lp tr thc c thu nhp cao v gii tr. Theo IPSARD (Vin Chnh sch v Chin lc pht trin nng nghip nng thn) nghin cu su v tiu th c ph hai thnh ph ln l Thnh ph H Ch Minh v H Ni vi 700 h dn c ly mu iu tra. iu ng ch c hai thnh ph l ngi thng ung c ph nm trong tui di 40, nh H Ni tui trung bnh 36,3, cn Thnh ph H Ch Minh tr hn cht t. Khng ch vy, phn ln ngi ung c ph H Ni l ngi c trnh i hc hay ch t cng l tt

- 10 nghip cp 3 nhng Thnh ph H Ch Minh th gn nh ung c ph mi trnh . Thi quen ung c ph cng lin quan mt thit ti ngh nghip, chng hn H Ni th tng lp ngi v hu ung c ph nhiu nht, ti 19,8%, cn sinh vin th t nht, ch c 8% ngi ung. Th nhng Thnh ph H Ch Minh li ngc li, dn kinh doanh ung nhiu nht vi 26,3%, k n l sinh vin hc sinh , ngi v hu ung t nht. iu tra ny cho bit mi ngi dn H Ni b ra 48.000 ng mi nm mua lng c ph 0,752 kilgam, trong khi ngi dn Thnh ph H Ch Minh b ra ti 121.000 ng, cao gp ba ln so vi H Ni mua 1,65 kilgam c ph. 1.1.3.5 Cc sn phm thay th Nhng sn phm no c cng cng dng vi c ph v mang tnh tin li s l nhng sn phm thay th tt nht cho c ph mua mang i (coffee to-go). C ph lon v c ph ho tan. Cc loi nc tng lc. Bt ca cao. Thuc chng bun ng. Ko c ph. Nhn chung cc sn phm thay th ny hin nay xut hin nhiu nhng do nhng c im ring bit ca c ph m ngi ta kh b hn sn phm c ph hng ngy ca mnh. 1.2 Phn tch v d bo nhu cu tiu dng i vi sn phm c ph mua mang i (coffee to-go) c im s dng: i vi gii vin chc vn phng ti thnh ph H Ch Minh ni ring, v Vit Nam ni chung, ung mt ly c ph vo bui sng (chim t l 34.4%) tr thnh mt thi quen.Bui tra cng l thi im s dng c ph ca nhiu nhn vin vn phng (chim ti 50%). Tuy nhin, h li t ung c ph vo bui chiu (13.5%) v c bit t vo bui ti (2.1%). Nh ni, mc ch ung c ph ca nhn vin vn phng trc ht l tinh thn thoi mi (chim 40.6%), tip theo l do thi

- 11 quen ca h (chim 35.4%). Ngoi ra h cn ung c ph thng thc, hoc do cng vic, hoc l mt dp gp g bn b.

Hnh 1.1 Mc ch ung c ph ca khch hng. (Ngun: phng vn c nhn) Theo kt qu nghin cu th s nhn vin vn phng la chn ung c ph v mc ch cng vic chim t l thp. iu ny cho thy nhu cu ngi ti qun thng thc c ph ca nhn vin vn phng bn rn khng cao, thay vo h cn mt loi c ph tin li, c th p ng nhanh chng nhu cu ca h. y l mt iu kin thun li cho s pht trin ca loi hnh c ph mua mang i (coffee to-go). Vi mc ch s dng c ph nh trn th mt nhn vin vn phng thng thng s ung t 1 n 3 ln mi ngy (43,8%). S ngi ung hn 3 ln mi ngy ch chim t l 13.5%. Theo kt qu kho st, c n 92.7% nhng ngi c phng vn cho bit h c php mang c ph vo ni lm vic. y cng l mt iu kin rt tt cho c ph mua mang i (coffee to-go) pht trin; v hnh thc ung c ph c nhn vin vn phng yu thch nht l mua mang i (chim ti 57.3%), tip n l ung c ph ti qun (chim 37.5%). Ti Vit Nam, nhn vin vn phng vn cha c thi quen s dng my pha c ph ti cng ty, hoc dng c ph ho tan, nn t l la chn hai hnh thc ny thp hn nhiu so vi mua mang i v ung ti ch, ln lt l 3.1% v 2.1 %.

- 12 S dng my pha caf ti cng ty Ung ti qun C ph ho tan Mua mang i

100% 80% 60% 40% 20% 0%

3.1% 37.5% 2.1% 57.3%

Hnh 1.2 Hnh Thc Ung C ph (Ngun: phng vn c nhn) 1.3 Phn tch cnh tranh trong th trng c ph mua mang i (coffee to-go)

1.3.1 Cnh tranh trong th trng c ph mua mang i (coffee to-go) Trn th trng hin nay, mi phong cch c ph li c nhiu loi hnh cnh tranh nhau rt quyt lit. Tuy nhin chng ta c th nhn thy mt iu l th trng c ph mua mang i Vit Nam cn rt nhiu tim nng, cha thc s cnh tranh qu gay gt. Chic bnh th phn c ph mua mang i cha qu nhiu i th cnh tranh khc lit, im qua mt vi i th c ting nh l: Passio (chim u th nhng mi ch c mt trn th trng vo cui nm 2006) vi 40%, k n l Highlands Coffee (24%), Gloria Jeans Coffees (19%), mt vi hng khc (17%) v c bit trong tng lai Starbucks Coffee cng l mt i th ng gm.

Hnh 1.3 Biu th phn tnh hnh cnh tranh c ph mua mang i (coffee togo) Loi hnh kinh doanh coffee to-go (c ph mua mang i) bt ngun t nc ngoi, ni nhp sng cng nghip nng ng khin con ngi ta lc no cng vi

- 13 v, h khng th c thi gian nhn ri ngy no cng ngi trong qun thng thc mt ly c ph. i vi Vit Nam hin nay cng vy, khi cuc sng pht trin i ln, con ngi ta phi theo ui vi nhp sng tt bt hng ngy th nhanh, gn, l s l nhng tiu ch hng u c quan tm nhiu nht. V nh vy th trng c ph mua mang i s cng c nhiu c hi pht trin, c bit l c ph mua mang i c phong cch phc v chuyn nghip, cung cp c ph ti ng ngha. 1.3.2 Phn tch i th cnh tranh 1.3.2.1 i th cnh tranh tim tng Th trng c ph mua mang i hin cnh tranh khng cao, nhu cu th trng rt ln nhng cha c tho mn y , chnh v th khi bc vo kinh doanh trong lnh vc c ph mua mang i khu vc th trng Thnh ph H Ch Minh th nhng i th tim tng ng quan tm nhiu nht l: Starbucks Coffee, Gloria Jeans Coffees v Highlands Coffee Tp on Starbucks Coffee Starbucks Coffee l thng hiu c vi thng hiu bit vi hn ton th gii. V ph Starbucks s

ph hng u th gii, v my rang c ph c 11.000 i l bn l trn sp ti y i gia c

tn cng vo th trng Vit Nam hu WTO. Vi nhim v ca Starbucks Coffee l thit lp cho mnh mt mng li cung cp c ph nguyn cht hng u th gii trong khi vn duy tr nhng nt c trng ring bit ca mnh v c bit cc nc khc Starbucks Coffee p dng phong cch c ph mua mang i rt mnh m nn khi gia nhp vo sn chi Vit Nam, Starbucks Coffee s l mt trong nhng i th ht sc nguy him. Chnh v nhng im mnh m khi Starbucks Coffee bt u bc vo th trng Vit Nam chc chn s gy rt nhiu kh khn cho th trng nc ung c ph Vit Nam ni chung v th trng dch v c ph mua mang i ni ring. Tp on Gloria Jeans Coffees

- 14 i th tim tng th hai cng khng km phn nguy him l Gloria Jeans Coffees. Gloria Jeans Coffees chnh thc vo Vit Nam, tuy l phong cch t phc v nhng Gloria Jeans Coffees vn c c ph mua mang i (coffee to-go). Tuy nhin hin ti Gloria Jeans Coffees cha nhm trc tip vo th trng c ph mua mang i nn mc d l mt thng hiu c ph nc ngoi nhng quyn vo Vit Nam nhng vn ch l i th tim tng m cha i u trc tip. Highlands Coffee (Cng ty C phn Vit Thi quc t - VTI). Cng Coffee ging nhm nh n Gloria Jeans Coffees, mc tiu Highlands cng khng phi l c Tuy nhin vi nhu cu cng vi uy tn thng tr ngi tiu dng Vit Coffee cng s l mt

hin ti th trng ph mua mang i. th trng hin nay hiu c trong tm Nam th Highlands trong nhng i th tim tng rt mnh.

Highlands Coffee l ngi tin phong vi qun l ng u tin ta nh Metropolitan 235 ng Khi v sau khong 4 nm nm trong tay hn 10 chi nhnh nhng v tr c a. Mt khi Highlands Coffee c nh pht trin thm loi hnh c ph mua mang i (coffee to-go) bn cnh thng hiu xy dng vng chc th chc hn mi trng cnh tranh s ht sc quyt lit cng vi h thng ca hng sn c, v khi ai c tim lc ti chnh, uy tn thng hiu mnh s l ngi thng th. 1.3.2.2 i th cnh tranh trc tip: C ph Passio Trn th trng c ph mua mang i hin nay, Passio l i th cnh tranh trc tip cho nhng ai bc chn vo khc th trng ny. C ph l ng cng c c ph mua mang i nhng thc ra khi cuc sng con ngi cng vn minh, thc cng cao th loi hnh c ph mua mang i l ng s khng th tn ti v pht trin

- 15 c. Chnh v mi ch c Passio Coffee nn th trng c ph mang i cn nhiu tim nng v c hi pht trin rt ln. cnh tranh trc tip vi Passio iu trc tin l phi bit c nhng im mnh v im yu ca chnh i th tm ra c hi th trng cho mnh : im mnh im yu

- Li th cnh tranh: Tin phong trong - Sn phm c ph khng a dng. th trng c ph mua mang i (coffee - Sn phm c ph hi ngt, hi gt qu to-go). so vi c ph Vit Nam. - c khi dng t nhng ngi tm - Cht lng bao b khng tt, thit k huyt vi nng sn Vit Nam v mun khng c sc. a sn phm n vi mi ngi theo phng thc kinh doanh hin i, nhng ngi c y nhng kinh nghim. - Ph hp vi i sng cng nghip. - Cch pha ch cao cp vi my pha c ph cng ngh ca , tc nhanh. - Khng gian qun thn thin, sch s, thm m. - Ca hng c thit k tr trung, ni bt v y c tnh d bt mt ngi i ng. - Gi cao. - H thng cc ca hng cha pht trin mnh. - a im 2 ca hng cha phi l v tr c a. - Cht lng thc ung v thc n cha m bo v sinh - Phong cch phc v khng chuyn nghip, dch v khng n nh. - Dch v khch hng khng tt.

Thng qua cc xu hng v cc ch s nghin cu trn chng ta cng

phn no thy c th trng c ph hin nay ang rt hp dn. Gii tr vi thi quen s dng c ph chim t l cao v c xu hng tng cao, con ngi cng ngy cng bn rn vi cng vic, h khng c nhiu thi gian nhm nhi ly c ph.h rt cn mt ly c ph cho thi quen ca h nhng li ph hp vi iu kin thi gian cho php ca hthc t trn th trng c cc loi c ph ho tan ca nhiu cng ty sn xut trong nc cng nh ngoi nc nhng cng cha

- 16 th p ng c nhu cu thng thc sn phm c ph mt cch thun tin nhanh chng m hng v m cht lng Vit Nam. Cng ty chng ti cho ra i cung cp cho khch hng cc sn phm c ph cht lng v dch v thun tin, nhanh chng nht. 2 Xy dng chin lc kinh doanh cho chui ca hng Hi Coffee 2.1 M t v ca hng Hi Coffee 2.1.1 Khch hng mc tiu ca ca hng Sau khi cng ty tin hnh nh gi cc khc th trng la chn th trng mc tiu th cng ty xc nh c i tng khch hng chnh m cng ty s phc v l: Nhng ngi lm cng s, kinh doanh bn rn khng c nhiu thi gian, c thu nhp trung bnh kh, c nhu cu thng thc mt sn phm c ph c cht lng. Phc v i tng khch hng mc tiu nh trn nn chng ti s xy dng cc ca hng Hi coffee ti cc khu vc c nhiu cao c vn phng, cc khu vc ng ngi qua li, tu in ngm, bn xe..vv..vv..

2.1.2 Thit k v phong cch ca ca hng Ca hng Hi Coffee s c xy dng theo m hnh qun mua i, khch hng khi n s chn la sn phm v s mang sn phm i sau khi thanh ton. V l m hnh qun mua i nn ni tht ca ca hng rt n gin, ca hng khng bn cho khch ngi m ch 2 gh cao cho khch c nhu cu ngi chn sn phm. Ngoi ra ca hng chn mu xanh l l mu nng th hin s nng ng nhm to cho khch n mua hng mt cm gic phn khi lm vic. ng thi mu xanh l cng nm thu ht ngi i ng bit n ca hng. Cc hnh nh v ca hng xin xem thm phn ph lc.

- 17 -

Hnh 2.1 M hnh ca hng Hi Coffee.( nhn thng) im khc bit trong thit k ca ca hng l chng ti b tr ca hng theo mt quy trnh phc v 3 bc bao gm chn sn phm, thanh ton v nhn sn phm (chng ti s ni r hn phn chin lc marketing). Ngoi ra chng ti khng dng cc Pano qung co n iu m s dng 3 mn hnh LCD 32 inch gii thiu sn phm ti khch hng. iu ny to s ch li cun khch hng hn. 2.1.3 Quy trnh phc v

Khi khch n mua hng s tham gia vo quy trnh 3 bc l: chn mn, gi tin v nhn sn phm. Tt c quy trnh trn s c nhn vin phc v hng dn khch hng tn tnh. thc hin c nh vy, cng ty s s dng cc cng c h tr cng ngh nhm h tr ti a cho qu trnh phc v khch hng nh my tnh tin, my pha c ph, mn hnh LCD gii thiu sn phm. Quy trnh phc v 3 bc c th nh sau: Khch khi bc vo ca hng s c nhn vin phc v hng dn chn mn, khch s xem menu trn bn hoc nhn vo cc mn hnh LCD treo trn. Khi khch hng chn c sn phm, nhn vin phc v s ni cho nhn vin pha ch tin hnh thc hin. Lc ny nhn vin phc v s

- 18 hi thm khch hng c dng thm sn phm g na khng, sau ra ha n tnh tin v thu tin ca khch hng. Khi khch hng giao tin th nhn vin pha ch phi hon thnh sn phm v cho vo bao b, nhn vin phc v s tn tay a cho khch hng, cm n v chc khch hng ngon ming, kt thc bn hng. trnh tnh trng bt khch hng phi ch trong qu trnh phc v, cng ty a ra mt s cch thc nh: Cho ti vi LCD chy nhng on phim ngn nh phim hi, clip vui ci, tin tc, TVC, hoc gii thiu sn phm ca chnh cng ty, vv..vv.. C thm gc im bo hoc mi ngy mt cu chuyn. 2.1.4 Cc sn phm ca ca hng

Hi Coffee kinh doanh nhng sn phm ch yu sau: C ph rang xay: Bao gm cc loi c ph Vit Nam, c ph v mt s loi khc. Bnh: Pht trin theo m hnh lin kt vi Doanh nghip t nhn bnh ko Chu (ABC Bakery) hoc Cng ty C phn Kinh . Thc phm dinh dng: y l mt hng i ring ca Hi Coffee, ngoi phc v c ph, Hi Coffee cn mun em li cho khch hng nhng sn phm phc v cho sc khe. Nc gii kht: Pht trin theo m hnh lin kt vi Cng ty Coca-Cola cho sn phm nc sui v nc ngt. Thc n mn ca ca hng Hi Coffee xin xem thm phn Phc Lc

- 19 -

2.1.5

Qun l nguyn vt liu ca ca hng

Cng ty chng ti s dng nguyn vt liu t cc doanh nghip c ting trn th trng nh: Cng ty C phn Trung Nguyn, Cng ty C phn ng Bin Ho, Cng ty C phn nha Bnh Minh, Cng ty Trch nhim hu hn giy bao b Bnh Minh..vv..vv.. m bo ngun nguyn vt liu cho ca hng, hng nm cng ty k hp ng nguyn tc cung ng lm c s cho cc i tc chun b ngun hng, n nh gi c cung cp trong nm. tng tnh cnh tranh cng nh trnh ri ro thiu ht ngun cung, phn ln mi loi nguyn vt liu cng ty chn t khong 2 nh cung cp tr ln thc hin cho gi cnh tranh theo tng l hng. Chnh sch bao gm vic h tr nhng nh cung cp c la chn, thng xuyn kim tra vic thc hin ca cc nh cung cp, tm kim cc ngun cung cp tim nng thng qua nh gi nhng nh cung cp n cho hng, tham kho cc mi quan h, hi ch v cc bo co.

- 20 2.2 Chin lc kinh doanh tng th ca Hi Coffee Cng ty chng ti xc nh vic kinh doanh ca cng ty phi gn lin vi vic xy dng v pht trin thng hiu ngay t u, do chin lc kinh doanh ca cng ty s l s kt hp gia vic ly chin lc thng hiu lm tm im v cc chin lc chc nng h tr. 2.2.1 Tm nhn ca cng ty

Tr thnh chui ca hng c ph mua mang i mang cht lng c ph Vit Nam ni ting trn th gii.

2.2.2

Chin lc kinh doanh tng th

Cng ty la chn cho mnh chin lc thm nhp vo th trng c ph mua mang i (coffee to-go) kt hp vi pht trin a dng ho ng tm sn phm nhm m bo phc v c nhu cu ca khch hng mt cch y . Tng sc mua i vi sn phm cng ty v li ko khch hng ca i th cnh tranh. Ch trng nhiu vo cng tc marketing, bn hng v cc hot ng khuyn mi. Hot ng marketing s nm vai tr ch o trong ton b hot ng ca chin lc. Tng quy m tng th ca th trng bng cch lm cho khch hng tng v h bt u s dng. 2.2.3 Xy dng v pht trin thng hiu Hi Coffee 2.2.3.1 Chin lc xy dng thng hiu Hi Coffee Cng ty chng ti xy dng thng hiu ca mnh theo hng pht trin thnh thng hiu chun theo nhm trong tng lai: Trong ngn hn: Xy dng h thng nhn din thng hiu chun nht vi khch hng. Tp trung qung b cho thng hiu, a hnh nh nh v tin li nhanh chng vo tm tr khch hng.

- 21 Nng cao cht lng sn phm v dch v, y mnh cng tc nghin cu sn phm. Pht trin cc nhm sn phm khc: bnh, sa, kem..vv..vv.. Hon chnh cc yu t licensing v franschising (cp giy php s dng v nhng quyn). Tin hnh nhng quyn thng hiu. Trong di hn: Pht trin h thng phn phi nhng a im chin lc. Pht trin m hnh kinh doanh theo hng kt hp vi cc cng ty khc. M rng m hnh kinh doanh ra th trng th gii. Pht trin thng hiu thnh thng hiu chun. 2.2.3.1.1 Slogan V slogan ca cng ty khng phi l yu t cn ng k bo h nn cng ty chng ti chn s dng slogan = ting Anh nhm ph hp vi i tng khch hng mc tiu Have a Hi Coffee , youll have a nice day (Mt ly caf ca Hi bn s c mt ngy tt hn) Have a Hi Coffee , youll have a nice day: mt cu ni nhn mnh s quan trng ca Hi Coffee khi bn cn mt s tnh to c mt ngy lm vic tt p v thnh cng Cu slogan va th hin mc tiu chm sc khch hng ca chng ti, n gip khch hng tnh to khi lm vic 2.2.4 Chin lc cnh tranh Theo cc phn tch trn, cnh tranh l iu khng th trnh khi trong th trng. thi im hin tai th tnh hnh cnh tranh vn ang giai on u. Khi phn tch cc i th cnh tranh trc tip v cnh tranh tim nng th chng ti nhn thy tnh hnh cnh tranh sau 1 nm ti s cc k gay gt.

- 22 Nhn thc c tnh hnh hin ti, c im cng ty cng nh phng thc kinh doanh, cng ty chng ti quyt nh xy dng chin lc to s khc bit cnh tranh vi cc thng hiu khc. Ni dung ca chin lc to s khc bit ny l: Xy dng hnh nh mt doanh nghip thn thin vi mi trng. Tp trung cho cng tc nghin cu sn phm mi. Lun thay i v tung ra sn phm theo ma. Khng ngng a ra cc dch v tt hn ly khch hng lm tm. Lun xy dng trong tm tr khch hng mt hnh nh khc bit mi m v thng hiu. im nh nht cng phi l im khc bit. 2.2.5 Qun l nhn s qun l v pht trin cng ty, cng ty c bit coi trng p dng cc phng php qun l mi nht trong cng tc iu hnh. Hin ti tt c cc qu trnh kinh doanh ca cng ty u c qun l bng cc ch tiu s ha. Thc hin xy dng bng chc nng, nhim v cc b phn, nh gi nng lc v mc hon thnh nhim v ca tng cn b nhn vin ti cc b phn. ng thi t chc h thng kim sot ni b thc hin vic kim sot cc mt hot ng kinh doanh, c bin php phng nga ri ro. i ng ban iu hnh quyt tm xy dng phong cch qun tr hin i, ng thi xy dng c nt c trng trong vn ha doanh nghip. Duy tr ch phc li, m bo i sng tinh thn v vt cht cho ngi lao ng. Xy dng v thc hin np sng vn ho doanh nghip, vn minh hin i.

- 23 2.3 Chin lc Marketing Mix cho giai on thm nhp th trng v xy dng thng hiu ca Hi Coffee 2.3.1 Phn tch SWOT S Ban qun l tr, nng ng v y nhit huyt thng a ra cc chng trnh marketing linh hot. i ng nhn vin tr, nng ng v nhit tnh. cho s la chn phong ph ca khch hng. Dch v khch hng nhanh chng, cht lng v thn thin. Chui ca hng c v tr c a trong khu vc Thnh ph H Ch Minh. K thut pha ch chuyn nghip. O Nhu cu ngy cng cao v cc loi sn phm phc v nhanh, c cht lng tuyt vi. Dung lng th trng ln. Ngi tiu dng ngy cng mun thng thc nhng sn phm mang hng v c sc. M hnh nhng quyn ngy cng pht trin Vit Nam. Gia nhp WTO em li c hi pht trin th trng th gii cho cc doanh nghip Vit Nam.

Cung cp nhiu loi c ph phc v -

W Chui ca hng mi cha c danh ting. Cha c nhiu kinh nghim qun l. Ngun vn cn t. Tm a im kinh doanh trong thi gian u d gp kh khn. Chi ph dnh cho qun l trong tng lai cao. -

T Hnh thc kinh doanh s b cnh tranh trong tng lai. Cng ngh d b nh cp. S khng hi lng ca khch hng v s chm tr trong vic phc v, giao hng tn ni. Cnh tranh gay gt s xy ra trong tng lai. Khch hng thay i s thch.

- 24 Cc sn phm thay th bt u xut hin. Sau khi tin hnh phn tch SWOT, cng ty xy dng c cho mnh mt chin lc marketing-mix ph hp nh sau: 2.3.2 Cc quyt nh v sn phm 2.3.2.1 nh hng cho chin lc sn phm Chin lc sn phm phi m bo s khc bit ho v ph hp vi tng giai on th trng, tp trung u tin cho th trng trng im. Sn phm lun phi t gi tr cao, tho mn nhu cu khch hng. Cc dch v h tr cho sn phm phi ph hp, tho mn nhu cu ngi tiu dng. Cc hoch nh v chu k sng ca sn phm s da trn tnh hnh kinh doanh thc t. 2.3.2.2 Kch thc tp hp sn phm Hi Coffee kinh doanh nhng sn phm ch yu sau: C ph rang xay: bao gm cc loi c ph Vit Nam, c ph v mt s loi khc. Bnh: Pht trin theo m hnh lin kt vi Doanh nghip t nhn bnh ko Chu (ABC Bakery) hoc Cng ty C phn Kinh . Kem: Pht trin theo m hnh lin kt cng Cng ty Trch nhim hu hn Thng mi Phan Nam vi thng hiu kem Monte Rosa. Thc phm dinh dng: y l mt hng i ring ca Hi Coffee, ngoi phc v c ph, Hi Coffee cn mun em li cho khch hng nhng sn phm phc v cho sc khe. Nc gii kht: Pht trin theo m hnh lin kt vi Cng ty Coca-Cola cho sn phm nc sui v nc ngt. Thi gian u, Hi Coffee tp trung pht trin m hnh sn phm theo chiu ngang vi vic m rng danh mc sn phm. Sau 1 nm, chin lc sn phm chnh ca

- 25 Hi Coffee s tp trung vo chiu su, ngha l vo vic tp trung nghin cu cho cc sn phm ring ca cng ty. 2.3.2.3 c im v nhn hiu sn phm c im: c tnh ca c ph: C ph ngon l loi c ph khng c nhng hng liu ph cho vo trong qu trnh ch bin. C th khi rang, ngi ta cho thm cht t b tng bo, thm. Mt ly c ph ngon phi c nhng hng v v t nhin: chua (acidity): v chua phi thanh, ti, sch li. Ngi u thng chung chua, ty ging c ph m trong v chua ca n c mi ca hng cc loi hoa, hoc cc loi tri cy. du (body): c ph khi cho vo u li s c cm gic bo v nng trn u li. bo ny s t thanh nh n bo, du v m ko. Ngi Vit thng thch du m. Hng thm (aroma): c ph c nhng hng thm ca hnh nhn, hoa tri, b du, mi t, Tu ging, cch thu hoch, cch rang, s cho mi thm c trng ring cho tng loi c ph. V: v ng c ph phi ng thanh t nhin, khng nhn, khng cht, kht. Nhng yu t trn phi l mt tng ha y th mi c mt ly c ph ngon. Nguyn liu: Hin nay Vit Nam c 3 loi c ph: Arabica, Robusta, Cherii. Trong : 1) Cherii: c v rt chua. Cherii khng ph bin lm v v rt chua do khng c th trng a chung. V vy, chng ti ch chn dng Arabica v Robusta lm nguyn liu, trong Robusta l ch yu. 2) Arabica (c ph mi): ging ny c hai loi ang trng ti Vit Nam l Moka v Catimor. o Moka: Mi thm quyn r, ngo ngt, v nh.

- 26 o Catimor: Mi thm nng nn, hi c v chua. Arabica c thu hoch, ri ln men (ngm nc cho n...) sau ra sch v em sy. Chnh v th, v ca Arabica hi chua, y cng c coi l mt c im cm quan ca loi c ph ny. V th, ni n "hu v" ca c ph l c tht, nhng khng phi l v chua, m phi chuyn t chua sang ng (kiu s-c-la , sau khi nut mi l c ph ngon). Sn lng ca loi c ph ny khng cao v kh trng v kh thu hoch, bn cnh l v chua nh ca n vn khng hp khu v ca a s khch hng ngi Vit. Do , chng ti ch nhp loi nguyn liu ny vi mt s lng va phi nhm phc v i tng khch nc ngoi v nhng khch hng trong nc c khu v l. 3) Robusta (c ph v): Loi cy trng ny rt thch hp vi kh hu, th nhng ti vng Ty Nguyn Vit Nam - nht l vng t bazan (Gia lai, clc) - hng nm t 90-95% tng sn lng c ph Vit Nam. Mi thm nng, khng chua, caffeine (c-ph-in) cao, mc d qu m c vi ngi nc ngoi nhng thch hp vi khu v ngi Vit. V vy y s l nguyn liu ch yu ca ca hng chng ti. 4) Nc: nc l loi t can-xi, s dng my lc nc c nc pha ch tinh khit nht. i vi mt s sn phm, chng ti cn s dng cc loi nguyn liu khc nh Chocolate (s-c-la), Flaw flavor (hng Flaw)..vv..vv.. A. Dng sn phm chnh nh thc chnh bn (Get up your mind): nhng ly c ph mang hng v m hp khu v c ph ca ngi Vit Nam, phc v ng vi phong cch thng thc ca i tng khch hng chnh m Hi Coffee nhm n l nhn vin vn phng ngi Vit. Dng sn phm ny gm c cc sn phm sau: C ph en (black coffee):mt ly c ph en c snh thun khit vi hng thm nng nn ca c ph xc ln tn khoang mi ngay nhng hp u tin mang n cho bn mt s sng khoi v mt tinh thn tnh to, sn sng cho mt ngy lm vic nng ng v hiu qu.

- 27 C ph sa (milk coffee): c ph pha thm sa, v ngt thanh ca sa ha quyn vi hng thm nng ca c ph to cm gic th thi d chu trong tng ngm c ph sng snh. B. Dng sn phm m rng: y l dng sn phm nhm phc v i tng khch hng nh l ngi nc ngoi hay nhu cu bc pht ca khch hng trong nc khi h mun c cm gic mi m trong vic thng thc c ph. Tuy nhin, y l dng sn phm rt cn thit v n th hin s quan tm cng nh mong mun c phc v khch hng mt cch tt nht ca ca hng chng ti. Thng thc mt phong cch (Get up your style): ly c ph mang mt hng v c o th hin mt nt ring ca ngi thng thc. Trong mt pht ngu hng, khch hng mun c mt s thay i mi l trong vic thng thc c ph, h c th n vi nhng ly c ph vi nhng hng v c o t hoa hi, hoa t inh hng hay hng ru v Rhum.. phng pht nh trong ly c ph. C ph kt hp vi ht Robusta v ht Nes (Coffee Ro-Nes) : C mi ca t inh hng thm lu vng vm hng. Lm cho ngi thng thc na mun nut xung na mun lu gi li khoang ming "nghe" thm mt cht xu na, mt mi hng tht kh qun. C ph kt hp vi ht Moka v ht Nes (Coffee Mo-Nes) : Vn l s kt hp tuyt vi ca c ph Moka Lt vi mi nh ca hoa hi Trung Hoa m chu u gi l mi Nes, n kch thch ngi ta dng ri li mun dng thm ly th 2,3 mi . C ph kt hp vi ru Rhum v ht c ph Robusta (Coffee RoRhum): Ngoi hng thm nng nn ca c ph, Ro-Rhum cn c v hu khoang ming v c hng rt th v, hng v cn lu li rt lu mc d hp c ph ung xong t bao gi. C ph kt hp vi ru Rhum v ht c ph Moka (Coffee MoRhum): S kt hp gia hng v ca Moka vi thong nh mi ca ru Rhum Php, ung nhiu c cm gic say nng rt d chu.

- 28 Dng sn phm ny s c thay i linh ng sau khi bn th nghim, chng ti s quyt nh duy tr hay ngng s dng loi mi v no v tip tc tm hiu, pht trin thm nhng mi v mi, khng ngng to nt c o cho dng sn phm ny. m rng cho dng sn phm ny, chng ti s tm hiu v a thm nhng hng v khc nh mi hi, mi qu, mi bc hvo cc sn phm mi ca ca hng. Thng thc mt ng cp (Get up your enjoyment): mt nim t ho ca ngi , mt hng v c c th gii cng nhn.Tt c sn phm trong dng sn phm ny u c pha ch bng my pha ch c bit theo cch thc pha Espresso ( Espresso machine) . Capuccino l sn phm chnh trong dng sn phm Get up your enjoyment. Espresso doppio: Hay cn gi l espresso double shot, ngha l mt ly p. Espresso macchiato: L c ph pha ch theo kiu expresso nhng c thm t sa hoc sa si bt v ht mi. Espresso Con Panna: Ngha l mt ly espresso vi cht kem nh bng trn ming tch. y c l l th ung thch hp nht cho nhng ngi mi lm quen vi espresso v s du dng ca n. Espresso Romano: Espresso cng v chanh thi mng. Ristretto: y l hnh thc pha c ph m c( ging c ph en ca Vit Nam, tuy nhin hng v 100% c ph nguyn cht). Espresso lungo: Ngc li vi Ristretto, y l kiu pha long hn khi lng nc gp i chy qua cng 1 lng bt c ph. Carajillo: C ph espresso vi ru mi ( liqueur) . Thch hp ung vo bui sng trc khi i lm. Coffee Americano: Espresso theo kiu M, nht hn thng thng v c thm sa. Capuccino: c ph pha ch theo phong cch , bao gm ba phn u nhau: c ph pha vi mt lng nc gp i, sa nng v sa si bt.

- 29 hon thin khu v, ngi pha ch thng ri ln trn mt t bt ca cao v bt qu. Latte: Loi c ph sa ny (latte: sa) thng c ung vo lc n sng, c phc v trong mt ly ln hay trong mt ci bt gm c ph espresso (lng gp i) v sa nng. Rt t khi dng sa si bt km theo. Coffee Moka (special) hng v rt c bit, sang trng ngy ngt cho ngi snh iu (gu Chu u c in). Thc ung ca thng(Drink of the month): y l mt loi sn phm c bit theo chng trnh ca chng ti. Mi thng chng ti s bn nhng sn phm c bit ny vi nhng c im ht sc ring bit nh: sn phm t thin, sn phm gi cc r, sn phm mi..vv..vvy l mt hng i mi ca chng ti trong vic nghin cu v phc v khch hng nhng sn phm c o hn. Bn cnh Capuccino, Expresso Latte v Moka chng ti s tip tc nghin cu tm hiu thm nhng sn phm c ph cao cp khc lm phong ph hn cho dng sn phm ny. 2.3.2.4 Dch v h tr 2.3.2.4.1 Dch v giao hng tn ni Cng ty xy dng dch v ny da trn tiu ch phc v cho khch hng mc tiu ang lm vic trong cc cao c vn phng mun thng thc sn phm Hi Coffee. Dch v c thc hin khi khch hng gi n s in thoi trung tm, sau in thoi vin s lin lc v bo cho cc qun gn khu vc khch hng nht giao sn phm cho khch hng. Thi gian u dch v ny ch gi gn mt s khu vc nh qun 1, qun 3. Ph dch v s c tnh ty theo thi im kinh doanh. 2.3.2.4.2 ng dy nng phc v khch hng Cng ty s thit lp mt u s in thoi tip nhn thng tin phn hi kin ca ngi tiu dng.

- 30 Theo nghin cu ca bo Si Gn Tip Th thc hin nm 2007, 90% khch hng khng hi lng v doanh nghip s khng quay li mua, 60% s s phn nn, k l vi bn b ngi thn v ch 20% chnh thc phn nn vi doanh nghip. Nu s % ngi phn nn trc tip vi doanh nghip cng thp m s ngi i phn nn vi ngi khc tng th s gy nh hng rt ln n doanh nghip . Chnh v vy m cng ty mun cung cp cho khch hng mi iu kin tt nht khch hng c th nu kin phn hi ca mnh i vi cng ty, y cng l hng pht trin ca cng ty l ly khch hng lm nn tng cho vic pht trin kinh doanh

2.3.2.5 Cc quyt nh v phn phi 2.3.2.5.1 Cc nh cung ng Cng ty chng ti chn nhng nh cung ng cho chui ca hng mnh gm(d kin) : Cng ty C phn Trung Nguyn. Doanh nghip t nhn bnh ko Chu (ABC Bakery) hoc Cng ty C phn Kinh . Cng ty Trch nhim hu hn Thng mi Phan Nam vi thng hiu kem Monte Rosa. Cng ty 100% vn nc ngoi Coca-Cola. Cng ty C phn ng Bin Ha. Cng ty C phn nha Bnh Minh. Cng ty Trch nhim hu hn giy bao b Bnh Minh. 2.3.2.5.2 Hnh thc v a im phn phi Hi Coffee kinh doanh theo m hnh nhng quyn nn pht trin h thng phn phi l mc tiu quan trng ca cng ty. Hi Coffee s dn pht trin h thng ca hng ca mnh ti nhng v tr quan trng nh: Trung tm thnh ph. Cc khu vc hnh chnh.

- 31 Cc a im c nhiu ngi qua li. Trung tm chng khon. Cc khu dn c mi: Ph M Hng, Th Thim, Tho in..vv..vv.. H thng Metro ca Thnh ph H Ch Minh*: Do c th sn phm l mang i nn cng ty chng ti chn nhng a im c ng ngi i b, trong tng lai th h thng Metro ca thnh ph s hon thnh v chng ti xc nh y s l 1 a im chin lc ca cng ty phc v khch hng. 2.3.2.5.3 Knh phn phi Hi Coffee l hnh thc nhng quyn nn knh phn phi s l phn phi trc tip : Hi Coffee Cc ca hng nhng quyn Khch hng Hi Coffee d nh s khai trng 2 ca hng u tin ti ng Hunh Thc Khng v ng Nguyn Th Minh Khai : ng Hunh Thc Khng (i din ta nh SunWah Tower): y l con ng nm ngay khu trung tm thnh ph, xung quanh c rt nhiu cao c vn phng, cng ty v cc khch sn.

- 32 Hnh 2.2 Bn knh phc v ca ca hng Hi Coffee Hunh Thc Khng (Ch thch: P = Park bi u xe, Hnh chp ngc (xanh l cy): Hi Coffee) Bn knh phc v ca ca hng bao ph ton b khu vc tam gic vng Nguyn Hu - L Li - Hm Nghi. Bao bc xung quanh a im l 5 bi gi xe my (c giy php), iu ny cho thy t l nhn vin vn phng nhn bit c ca hng l rt cao ngNguyn Th Minh Khai: y l con ng c nhiu ngi i li, on ng ny ct vi nhiu con ng khc nhau m c th i vo khu trung tm thnh ph hoc cc qun 3, qun 5, qun 10, qun Bnh Thnh. Theo s , v tr qun trn ng Nguyn Th Minh Khai s nm ngay khu vc c 5 cao c vn phng mi c xy dng.

Hnh 2.3 Bn knh phc v ca ca hng Hi Coffee Nguyn Th Minh Khai (Bn knh phc v ca ca hng ch yu nhm vo 5 cao c vn phng trong khu vc v khch i ngang hng ng ny)

- 33 (Ch thch: B:Bulding, Hnh ngi sao: Hi Coffee) Ngoi ra cng ty cn c 1 la chn khc l ng L Thnh Tn: ng L Thnh Tn (on ng ba Tn c Thng - L Thnh Tn): ng Nguyn Hu Cnh ni vi on ng ny, lng ngi sng khu vc qun 2 khi vo thnh ph thng s dng con ng ny. Ngoi ra khu vc ny c rt nhiu ngi Nht Bn v Hn Quc sinh sng, mt i tng khch hng rt tim nng. 2.3.2.6 Cc quyt nh v hot ng chiu th 2.3.2.6.1 Mc tiu H tr cho cng tc bn hng. Qung b thng hiu. Gii thiu cho khch hng cc sn phm v dch v c ph mi do cng ty cung cp. Thc y khch hng a n quyt nh mua hng. Xy dng lng trung thnh ca khch hng i vi thng hiu. To lng tin ni nh u t, ch i l. Thi gian u, cng ty ch trng n vic tng doanh s bn v qung b thng hiu. 2.3.2.6.2 Cc hnh thc xc tin bn hng Thng xuyn t chc cc hot ng khuyn mi trong thi gian u nh: Khuyn mi bnh ngt cho 100 khch hng mua u tin v gim 30% cho 20 khch t hng qua in thoi u tin. Khch mua vi s lng t 3 ly c ph s c tng thm mt ly trong ngy khai trng ca chui ca hng. Tng 1 phn bnh ngt hoc mn (ty s thch) cho 1 phn c ph vo th 5 hng tun. Khch hng nhn nhng mn qu lu nim ca ca hng khi nhn vin giao hng tn ni. Khch hng quen thuc thng xuyn ca ca hng s c nhn phiu qu tng trong thng. Thc hin chng trnh Mt ngy m sc hng v ngc nhin.

- 34 Khuyn khch s trung thnh ca khch hng vi nhng sn phm ca ca hng, ca hng lun pht trin v tng cng cung cp sn phm mi, ng thi cho khch hng th nghim sn phm mi. T chc khuyn mi theo chu k, theo chu k sng ca sn phm. Cng ty s kt hp cc hot ng khuyn mi cht ch v ng b tt c cc ca hng. 2.3.2.6.3 T chc m hnh hot ng ca ca hng T chc ca hng theo m hnh sau:

Hot ng:

Vai tr ca ca hng l p ng v cung cp sn phm c ph cho khch hng mt cch nhanh nht. V vy phi chuyn mn ha vai tr ca tng nhn vin trong ca hng: Ca hng trng: C nhim v kim tra s sch, nhp hng, trc tip x l nhng vn pht sinh ti ca hng trong tm hot ng ca mnhCa hng trng phi qun l nhn vin ti ca hng, n c v nhc nh cc nhn vin v thi phc v i vi khch hng. Khi cn ca hng trng cng s tham gia vo qu trnh bn hng. Ngoi ra cn mt vi tiu ch khc s c nu c th trong hp ng lao ng. Nhn vin pha ch: C nhim v pha ch sn phm cho khch hng, trc tip phc v khch hng..Nhn vin pha ch khi ch bin sn phm phi tun theo nhng cch thc m cng ty hun luyn. Trong qu trnh pha ch, nhn vin phi mang gng tay v sinh. Nhn vin pha ch c th thc vin vai tr ca nhn vin phc v.

- 35 Nhn vin phc v: C nhim v nhn yu cu t khch hng, gi hng, a hng cho khch v thu tin. Nhn vin phc v l ngi s tip xc vi khch hng u tin nn lun phi ti ci v giao tip tt. Trong mt s trng hp th nhn vin phc v cng s tham gia vo quy trnh pha ch, nhn vin phc v c th thc hin vai tr ca nhn vin pha ch. Nhn vin giao nhn: C nhim v i giao hng cho khch hng khi c n t hng, trong lc ch qun nhn vin giao nhn s kim lun nhim v gi xe gim khch. Khi qun ng khch, nhn vin giao nhn s ph gip nhn vin phc v. 3 D bo ti chnh cho chui ca hng Hi Coffee c c cc d bo ti chnh tt, cng ty chng ti a ra 2 gi thit kinh doanh ca thng hiu Hip Coffee nh sau: 3.1 Gi thit Kinh doanh chui ca hng Hi Coffee trong iu kin thun li vi k hoch nh l 10 nm Gi thit a a ra vn l: Kinh doanh chui ca hng Hi Coffee vi s lng sn phm bn ra mc cao, c thm doanh thu t vic pht qung co cho chnh thng hiu HI Coffee v cc thng hiu khc thng qua h thng mn hnh LCD ti qun. 3.1.1 Phn tch dng tin ca gi thit

Phn thu Chi ph ban u Doanh hng. Thu t hot ng nhng quyn (t nm th 2 tr i), bao gm cc thu bn

Phn chi Chi ph thay i theo tng nm Sa cha mt bng. Trang tht. Mua dy chuyn pha ch. tr ni Nguyn vt liu trc tip. Khu hao. Chi ph bn hng, bao gm: Chi ph nhn vin (2

- 36 khon sau: Ph quyn. Ph hng thng. Tin li t vic bn nguyn vt liu v bao b sn phm cho i tc nhng quyn. Thu t vic pht qung co cho Hi Coffee v cc thng hiu khc (trong iu kin kinh doanh thun li). nhng thu nh Mua cc my khc ti qun (my tnh tin, in thoi) Ph ng k bo h thng hiu. Chi ph c hi (i = 17%). Cc khc. chi ph nhn vin bn hng v 1 nhn vin giao hng). Chi ph vt liu bao b (ly, np, ng ht, mung, nilon). Chi ph giao hng. Chi ph Marketing. nghip, bao gm: Chi ph nhn vin qun l. Chi ph o to nhn vin. Chi ph vt liu qun l. Chi ph dng vn phng. Chi ph thu mn mt bng. Thu mn bi. Thu thu nhp doanh nghip (25% li nhun sau thu). Chi ph dn dp v sinh. hp, bao

Chi ph qun l doanh

- 37 3.1.1.1 Doanh thu Doanh thu d kin tng nm nh sau: Nm 1: ch thu c doanh thu bn hng t 2 qun Hi Coffee u tin. Do trong nm u tp trung nhiu n lc marketing nn s lng bn ra ti 1 qun mi ngy k vng l 100 ly/ngy/qun, vi gi trung bnh l 22.500VN/sp. Nh vy doanh thu trong nm 1 k vng l: 100 ly*22.500 ng*365 ngy*2 qun = 1.642,5 triu ng Nm 2: do bt u t u nm 2 s n lc tin hnh nhng quyn, mc tiu l 5 qun/nm, do doanh thu nm ny s bao gm: Doanh thu bn hng t 2 qun Hi Coffee ban u: do trong nm 2 vn duy tr chi ph marketing mc cao nn s lng bn ra mi ngy ti 1 qun k vng l 90 ly/ngy/qun, vi gi trung bnh l 22.500VN/sp. Ph nhng quyn thu t 5 qun nhng quyn mi: d kin 100.000.000VN/qun nhng quyn. Ph hng thng thu t 5 qun nhng quyn: Ph ny chim 7% tng doanh thu trong nm ca mi qun nhng quyn. i vi cc qun nhng quyn, chng ti gi nh trong nm u khi mi thnh lp th s lng bn ra mi ngy ti 1 qun nhng quyn s bng vi s lng bn ra mi ngy ti 1 qun Hi Coffee ban u trong nm 2, v theo d kin l 90 ly/ngy/qun nhng quyn, vi gi trung bnh l 22.500VN/sp. Tin bn nguyn vt liu v bao b sn phm cho 5 i tc nhng quyn: d kin s thu c 10triu/qun nhng quyn, nh vy tng khon thu ny s l: 5 qun*10 triu = 50 triu. Thu t vic pht qung co thng qua h thng mn hnh LCD t ti ca hng: Vic pht qung co s ch yu u tin cho cc thng hiu thuc ngnh thc phm, gii kht, v cc thng hiu gn lin vi phong cch sng ca i tng khch hng mc tiu. Doanh thu t qung co s c phn chia nh sau: 30% cho Agency (cng ty dch v qung co), 45% cho Up Coffee v 25% cho cc i tc nhng quyn.

- 38 -

Bng 3.1 Doanh thu v % t l chia doanh thu d kin t vic qung co = LCD ti ca hng Hi Coffee Doanh thu t qung co Nm 2 Nm 3 Nm 4 Nm 5 Nm 6 Nm 7 Nm 8 Nm 9 Nm 10 (n v: triu ng) Nh vy tng doanh thu trong nm 2 k vng l: (90ly*22.500ng*365ngy*2qun) +5qun*100tr+7%*(90ngy*22.500ng*365ngy)*5qun+50tr+45tr = 2.331,944 triu ng Nm 3: t nm 3 tr i doanh thu d kin nh sau: Doanh thu bn hng t 2 qun Hi Coffee u tin: t nm 3 tr i k vng s lng bn ra mi ngy ti 1 qun gi mc 80 ly/ngy/qun, vi gi trung bnh l 22.500VN/sp. C th hn ta c bng sau 100 200 200 200 300 300 300 400 400 Phn chia theo t l i l Cc i tc Hi coffee thc hin nhng quyn (45%) qung co (30%) (25%) 30 45 25 60 90 50 60 90 50 60 90 50 90 135 75 90 135 75 90 135 75 120 180 100 120 180 100

- 39 Bng 3.2 Doanh thu bn hng d kin trong 10 nm S ly Gi Doanh thu bn hng 1642.5 1478.25 1314 1314 1314 1314 1314 1314 1314 1314

bn ra/ngy/qun trung bnh Nm 1 Nm 2 Nm 3 Nm 4 Nm 5 Nm 6 Nm 7 Nm 8 Nm 9 Nm 10 100 90 80 80 80 80 80 80 80 80 0.0225 0.0225 0.0225 0.0225 0.0225 0.0225 0.0225 0.0225 0.0225 0.0225

- 40 (n v: triu ng) Ph nhng quyn thu t 5 qun nhng quyn mi: d kin 100.000.000VN/qun nhng quyn. Ph hng nm thu t 5 qun nhng quyn c v 5 qun nhng quyn mi: Ph ny chim 7% tng doanh thu trong nm ca mi qun nhng quyn . i vi cc qun nhng quyn, t nm th 3 tr i chng ti gi nh s lng bn ra mi ngy ti 1 qun nhng quyn gi mc 80 ly/ngy/qun nhng quyn, vi gi trung bnh l 22.500VN/sp. C th nh sau

Bng 3.3 Tng ph hng nm thu t cc qun nhng quyn Doanh thu ca qun nhng quyn Doanh Ph hng S ly bn ra/ngy/qun Gi trung bnh 0.0225 0.0225 0.0225 0.0225 0.0225 0.0225 0.0225 0.0225 0.0225 thu t 1 qun nhng quyn 739.125 657 657 657 657 657 657 657 657 thng t 1qun nhng quyn 51.73875 45.99 45.99 45.99 45.99 45.99 45.99 45.99 45.99 Ph hng nm thu t 5 qun nhng quyn 258.6938 488.6438 718.5938 948.5438 1178.494 1408.444 1638.394 1868.344 2098.294

Nm 2 Nm 3 Nm 4 Nm 5 Nm 6 Nm 7 Nm 8 Nm 9 Nm 10

90 80 80 80 80 80 80 80 80

(n v: triu ng)

- 41 Tin bn nguyn vt liu v bao b sn phm cho 10 i tc nhng quyn: d kin s thu c 10triu/qun nhng quyn, nh vy tng khon thu ny s l: 10 qun*10 triu = 100 triu Thu t vic pht qung co thng qua h thng mn hnh LCD t ti ca hng. Nh vy tng doanh thu trong nm 3 k vng l: (80ly*22.500ng*365ngy*2qun) +500tr+7%(80ly*22.500ng*365ngy)*5qun+7%(90ly*22.500ng*365ngy)*5 qun+100tr+90tr = 2.492,644 triu ng Tip tc tnh ton cho cc nm cn li v chng ti a ra c mc tng doanh thu d kin trong tng nm c th nh sau: Bng 3.4 Doanh thu ca ca hang Hi Coffee qua tng nm N m 1 Doanh thu bn hng Ph nhng quyn ban u Tin bn NVL v bao b sn phm Doanh thu t qung 45 90 90 90 135 135 135 180 180 50 100 150 200 250 300 350 400 450 164 2.5 Nm Nm 2 147 8.25 3 Nm 4 N m5 131 4 N m6 131 4 N m7 131 4 Nm 8 N m9 131 4 Nm 10 131 4

Tng

1314

1314

1314

13632.75

500

500

500

500

500

500

500

500

500

- 42 co Ph hng thng Tng doanh thu 164 2.5 258. 693 75 233 1.94 375 488. 6437 5 2492 .643 75 718. 5937 5 2772 .593 75 948 .54 38 305 2.5 44 117 8.4 94 337 7.4 94 140 8.4 44 365 7.4 44 1638 .393 75 3937 .393 75 186 8.3 44 426 2.3 44 209 8.29 38 454 2.29 38 32069.19 375

(n v: triu ng) 3.1.1.2 Chi ph Trong phn chi ph, chng ti phn ra chi ph ban u v chi ph thay i theo tng nm nh sau (tnh cho 2 ca hng Hi Coffee u tin): Chi ph ban u bao gm nhng khon d kin nh sau: Sa cha mt bng: 50tr Trang tr ni tht: 100tr Dy chuyn pha ch: 64tr Cc my khc ti qun (my tnh tin, in thoi): 6tr Ph ng k bo h thng hiu: 12.8tr Cc chi ph khc: 1tr Chi ph c hi: 39,746 tr (vi li sut tin gi i = 17%) Chi ph thay i theo tng nm bao gm nhng khon d kin nh sau: Nguyn vt liu trc tip: 20tr Khu hao: Dy chuyn pha ch: khu hao trong 8 nm, 8tr/nm Cc my khc ti qun: khu hao trong 8 nm, 0.75tr/nm Sa cha mt bng: khu hao trong 5 nm, 10tr/nm Trang tr ni tht: khu hao trong 5 nm, 20tr/nm

Chi ph bn hng:

- 43 Chi ph nhn vin: ti 1 ca hng: 2 nhn vin bn hng (1,2tr/ngi/thng)+1 nhn vin giao hng (1tr/thng) = 3,4tr/ca hng/thng. Nh vy tng chi cho 2 ca hng l 6,8tr/thng81,6tr/nm Chi ph vt liu, bao b (ly, np, ng ht, mung, hp, bao nilon): 20tr Chi ph giao hng: 4.8tr Chi ph Marketing: nm 1 l 200tr, nm 2 l 150tr, t nm 3 tr i l 80tr Chi ph qun l doanh nghip: Chi ph nhn vin qun l ti 1 ca hng: 1 t trng (1,7tr/thng) ti 2 ca hng l 40,8tr/nm Chi ph o to nhn vin: 0,4tr/ca hng (o to t trng v nhn vin bn hng chnh) trong nm 1 l 0,8tr, t nm 2 tr i d kin l 1,2tr Chi ph vt liu qun l: 1tr Chi ph dng vn phng: 0.2tr Chi ph thu mn mt bng: 30tr/thng 360tr/nm Thu mn bi: 1tr Thu thu nhp doanh nghip: chim 25% li nhun sau thu Chi ph dn dp v sinh: 2,4tr

Do tnh hnh kinh t th trng bin ng thng xuyn nn mi nm chi ph c th tng ln ch khng gi mc nh nm trc , v vy chng ti d tr mt khon chi ph gi l mc tng bnh qun/nm d kin khong 5% (kinh doanh trong iu kin thun li, chi ph mi nm tng mc va phi) . Mc tng bnh qun/nm d kin ny tnh trn tt c cc khon chi ph (ngoi tr nhng chi ph b ra ban u, chi ph khu hao, thu mn bi v thu thu nhp doanh nghip