Phn tch v marketing mix trong cng ty caf trung nguyn

chnh sch marketing mix ca c ph Trung Nguyn

CHNG 1: L LUN CHUNG V TI MARKETING MIX 1.1. Khi nim marketing mix Marketing- mix l tp hp nhng cng c marketing mang tnh chin thut m doanh nghip phi hp to ra p ng nh mong mun trong th trng trng im. Marketing- mix (4p) gm c cc thnh phn ch yu sau: sn phm, gi c, phn phi,xc tin. 1.2. Chnh sch marketing mix. 1.2.1. Chnh sch sn phm. 1.2.1.1. Khi nim chnh sch sn phm. Chnh sch sn phm l tng th nhng quy tc ch huy vic tung sn phm vo th trng; cng c, gt b hoc b sung, i mi sn phm cho th trng la chn ca doanh nghip. 1.2.1.2. Ni dung ca chnh sch sn phm Chnh sch c cu v chng loi sn phm Thit lp c cu chng loi Hn ch chng loi Bin th chng loi sn phm Chnh sch cht lng sn phm Cht lng sn phm l s tng hp tt c nhng nng lc nhiu mt vn c ca sn phm, to nn mt nng lc chung tng qut, tha mn c nh cu nhiu mt ca ngi tiu dng. Cc hng hon thin cht lng sn phm: Nng cao cc thng s k thut v tc vn hnh, an ton v kh nng thch ng ca sn phm; Thay i cc loi vt liu ch to; Hon thin v cu trc, kiu dng, kch c sn phm, mu sc, mi v sn phm; Tng cng tnh thch dng ca sn phm, hn ch hay vt b chi tit t ph hp vi ngi tiu dng. Chnh sch sn phm mi Cc dng sn phm mi: sn phm mi nguyn tc, sn phm mi nguyn mu, sn phm ci tin. Qu trnh pht trin sn phm mi Bc 1: Hnh thnh tng cho sn phm mi Bc 2: La chn tng Bc 3: Son tho v kim tra d n Bc 4: Son tho chin lc marketing Bc 5: Phn tch kh nng sn xut- tiu th Bc 6: Thit k sn phm Bc 7: Th nghim sn phm trong iu kin th trng Bc 8: Trin khai sn xut i tr v a sn phm vo kinh doanh. 1.2.2. Chnh sch gi

1.2.2.1. Khi nim ca chnh sch gi Chnh sch gi ca DN l s tp hp cc cch thc v quy tc xc nh mc gi c s ca sn phm v quy nh bin dao ng cho php thay i mc gi c s trong nhng iu kin nht nh ca hot ng sn xut kinh doanh trn th trng. 1.2.2.2. Ni dung ca chnh sch gi. Quy trnh xc lp gi c bn ca DN Bc 1: Xc nh mc tiu nh gi. Bc 2: Xc nh sc cu th trng. Bc 3: Phn tch v tnh ton chi ph. Bc 4: Phn tch gi v cho hng ca i th cnh tranh. Bc 5: La chn phng php nh gi. Bc 6: Quyt nh gi cui cng v vn hnh gi bn. iu chnh gi. Cc hnh thc iu chnh gi: Chit gi theo khi lng mua; iu chnh gi theo c im tp khch hng thu nhp, nhy cm vi gi; Thay i gi theo phng thc thanh ton; Gim gi tm thi ( gim gi khuyn mi ); iu chnh gi theo vng a l; iu chnh gi theo i tng khch hng. 1.2.3. Chnh sch phn phi. 1.2.3.1. Khi nim ca chnh sch phn phi. Chnh sch phn phi bao gm mt t hp cc nh hng, nguyn tc, bin php v quy tc hot ng c cc t chc marketing chp nhn v tn trng thc hin i vi vic la chn knh phn phi, phn cng nhim v marketing gia cc ch th khc nhau v cc ng x c bn c chp nhn theo nh hng tha mn nhu cu th trng. 1.2.3.2. Cc kiu knh phn phi Cc loi dng ca knh phn phi Dng vn ng vt l HH (vt cht); Dng chuyn quyn s hu (S hu); Dng xc tin; Dng thanh ton; Dng thng tin. Kt cu t chc knh phn phi

1.2.3.3. Cc chnh sch phn phi: +Phn phi khng hn ch (rng ri) +Phn phi c quyn +Phn phi chn lc 1.2.4. Chnh sch xc tin 1.2.4.1. Khi nim ca chnh sch xc tin Xc tin l mt lnh vc hot ng marketing c bit v c ch ch , c nh hng vo vic cho hng , chiu khch v xc lp mt mi quan h thun li nht gia doanh nghip v bn hng cu n vi tp khch hng tim nng trng im nhm phi thuc trin khai nng ng chin lc v chng trnh marketing mix la chn ca doanh nghip. 1.2.4.2. Xc nh phi thc xc tin. +Qung co +Xc tin bn +Quan h qun chng +Bn hng c nhn +Marketing trc tip CHNG 2: GII THIU V CNG TY, SN PHM V TP KHCH HNG MC TIU 2.1. S lc qu trnh hnh thnh v hot ng ca Cng ty Trung Nguyn. Ra i vo gia nm 1996- Trung Nguyn l mt nhn hiu c ph non tr ca Vit Nam, nhng nhanh chng to c uy tn v tr thnh thng hiu quen thuc i vi ngi dng trong nc v quc t. Ch trong vng 10 nm, t mt hng c ph nh b nm gia th ph c ph Bun Ma Thut, Trung Nguyn tri dy thnh mt tp on hng mnh vi 6 cng ty thnh vin: Cng ty c phn Trung Nguyn, cng ty c phn c ph ha tan Trung Nguyn, cng ty TNHH c ph Trung Nguyn, cng ty c phn v thng mi dch v G7, cng ty truyn thng v bn l Nam Vit v cng ty lin doanh Vietnam Global Gateway (VGG) vi cc ngnh ngh chnh bao gm: sn xut, ch bin, kinh doanh tr, c ph; nhng quyn thng hiu v dch v phn phi, bn l hin i..i tin phong trong vic p dng m hnh kinh doanh nhng quyn ti Vit Nam. Hin nay, Trung Nguyn c mt mng li gn 1000 qun c ph nhng quyn trn c nc v 8 qun nc ngoi nh: M, Nht, Singapore, Thi Lan, Trung Quc, Ba Lan, Ukraina, Campuchia. Sn phm c ph ha tan G7 c xut khu n 43 quc gia trn th gii v cc th trng trng im nh M, Trung Quc. * Qu trnh hnh thnh v pht trin. - Ngy 16/6/1996: Khi nghip ti Bun Ma Thut. - Nm 1998: Trung Nguyn xut hin Tp. H Ch Minh bng cu khu hiu Mang li ngun cm hng sng to mi.

- Nm 2000: Hin din ti H Ni v ln u tin nhng quyn thng hiu n Sigapore, Trung Nguyn l cng ty Vit Nam u tin p dng m hnh nhng quyn thng hiu trong nc v quc t. - Nm 2001: Cng b cu khu hiu mi: Khi ngun sng to, c mt ti tt c cc tnh thnh Vit Nam, tip tc nhng quyn thnh cng ti Nht Bn, Thi Lan, Campuchia... -Nm 2003: Ra i sn phm c ph ha tan G7 bng s kin th mi ti Dinh Thng Nht - Nm 2005: t chng nhn EUREPGAP (Thc hnh nng nghip tt v Cht lng c ph ngon) ca th gii. - Nm 2006: Khi ng d n Th ph c ph ton cu ti Bun Ma Thut - Thng 12/2007: Kt hp cng UBND tnh k Lk t chc thnh cng Tun l vn ha c ph ti 2 u cu ca t nc l H Ni v TP.HCM. - Nm 2008: Khnh thnh Lng c ph Trung Nguyn ti Bun Ma Thut. - Nm 2009: Cc mc tiu ngn hn v di hn : Thng lnh th trng ni a, chinh phc th trng th gii: 2.2. Chc nng v nhim v ca cng ty. - Tp trung nng cao cht lng v sc mnh cnh tranh ca sn phm c ph mang thng hiu Vit Nam. - Tp trung m rng th trng tiu th cc sn phm c ph trong nc v trn th gii. - Kt ni chui gi tr gia tng ca c ph mt cch bn vng nht. 2.3. Cc sn phm c ph ha tan G7: C ph ha tan G7 2in1;C ph ha tan G7 3in1; C ph G7 ha tan en; C ph ha tan G7 Camppuccino. 2.4. Tp khch hng mc tiu. Tp khch hng mc tiu c xc nh l Nam, N 18 35, hc sinh, sinh vin, nhn vin vn phng, chuyn vin sng to, ngi lm vic trong cc lnh vc ngnh ngh khc nhau gm truyn thng, sng to hoc kinh t, ti chnh ti nhng thnh ph ln: H Ch Minh, H Ni, Nng, Quy Nhn, Cn Th CHNG 3: PHN TCH 4P CA SN PHM C PH HA TAN G7 3.1. Chnh sch sn phm. 3.1.1. Chnh sch c cu v chng loi sn phm. C ph ha tan G7 bao gm c: G7 3 in 1; G7 ha tan en; G7 capuccino; G7 2 in 1 G7 3 in 1 G7 Cht lc tinh ty t nhng ht c ph ngon nht Bun Ma Thut kt hp b quyt ch bin khc bit gip c c gp hai ln, c ph G7 3in1 c khu v v hng thm m m khng mt loi c ph ha tan no c c.

Sn phm : Hp 18 sticks * 16g; Hp 20 gi * 16g; Ti 24 gi * 16g; Ti 50 gi * 16g; Dy 10 gi * 16g. G7 ha tan en Khi khng c thi gian cho ly c ph rang xay Trung Nguyn, G7 ha tan en (khng ng) chnh l la chn tt nht c mt ly c ph en mnh m, m v thm ngon mt cch nhanh chng, tin li. Sn phm: Hp 15 sachets * 2g G7 capuccino G7 cappuccino c cht lc tinh ty t nhng ht c ph ngon nht kt hp bt kem v cc nguyn liu cao cp khc, cng vi b quyt c o ca Trung Nguyn, mang n nhng ngi am m c ph mt loi c ph ha tan Cappuccino c pha ch theo phong cch . Nhng ngi am m c ph Cappuccino nay c thm mt la chn: Vi G7 Cappuccino, khng cn phi n qun vn c ngay 1 tch c ph ha tan Cappuccino mi lc mi ni, rt tin li. G7 Cappuccino c 3 loi hng v: G7 capuccino - hazelnut: hng v nng nn ca ht d v c ph ho hng vng t Bun Ma Thut. G7 capuccino - irish cream: mi ru liqueur, thong nh, v kem thm ngon cng tinh cht c ph ti. G7 capuccino - mocha: hng v socola v c ph. G7 2 in 1 C ph en c ng G7 2in1 do Trung Nguyn sn xut t Nguyn liu c ph tt nht trn Dy chuyn sn xut hin i nht kt hp B quyt phng ng c o to nn mt loi c ph en th thit mnh m v ng gu cho ngi Vit. Sn phm: C dy 10 sachets* 16g; Hp 15 sachets*16g Nh danh mc sang phm ca c ph Trung Nguyn trn ta thy Trung Nguyn thc hin chin sch a dng ha sn phm. T sn phm cao cp n sn phm ph thng, c ph khng ch dnh cho phi mnh m cn dnh cho c phi p. vi nhng tc dng ngy cng nhiu m c ph mang li: tng cng tr nh, gip khe hn, p cho da v nhng thi quen thng thc c ph, v vy m sn phm ny ngy cng rt c a chung vi ngi tiu dng. 3.1.2. Chnh sch cht lng sn phm. Trung Nguyn vi tiu ch thuyt phc ngi tiu dng bng cht lng.Ngnh c ph th gii trong mt thi gian di c thng tr bi cc hng c ph n t u-M vi cng thc: Nguyn liu tt + cng ngh cao + mt s quan im v vn ha. iu ny ngy nay thay i bi Trung Nguyn lm c iu rt kh to nn mt cng thc c ph c bit nht th gii: nguyn liu tt + cng ngh cao + b quyt phng ng + quan im mi v c ph. Ni v nguyn liu, Trung Nguyn chn lc 4 vng nguyn liu ngon nht th gii: ht c ph Robusta Bun Ma Thut ni ting nht Vit Nam, Ht Arabica thm ngon y quyn r ca vng t Jamaica;

Ht Kopi luwak t Philippines, Kona t Panama. S kt hp gia cng ngh hin i nht cng nhng b quyt huyn b phng ng l nhng nt c o ch c Trung Nguyn. Bi Trung Nguyn c cc tp on hng u th gii chuyn giao cng ngh, thn thin vi mi trng. Cn b quyt phng ng chnh l s phi trn cc nguyn liu tho dc qu him, nhng ngun nng lng c bit t qu v cc cht ph gia c bit trong qu trnh rang xay. Trung Nguyn c quan im mi v c ph, coi khng ch l mt thc ung thng thng m l mt thc ung cho tr no, mt ngun nng lng sng to cho tng lai. 3.1.3. Chnh sch sn phm mi C ph ha tan G7 c bit n vi cc loi: G7 3 trong 1, G7 2 trong 1, G7 ha tan en, c ph ha tan G7 Cappuccino. Trc nhu cu thng thc c ph ngy cng cao v tinh t ca ngi tiu dng trong nc v quc t. Sau khi tm hiu th hiu ca ngi tiu dng v thi trng. p ng nhu cu Trung Nguyn sau mt thi gian nghin cu cho ra i sn phm c ph ha tan G7 5 trong 1 mi, b sung cho dng sn phm c ph ha tan G7 hin c trn th trng. 3.2. Chnh sch gi. 3.2.1. Quy trnh xc lp gi c bn ca sn phm c ph G7. Xc lp mc tiu nh gi Mc tiu ch lc ca Trung Nguyn hin nay l ti a ha gi tr, theo ui chin lc pht trin kinh doanh, chim lnh th trng. Khi gi bn s c tnh ton sao cho c th tng doanh thu v li nhun ti a. Trong trng hp G7,Trung Nguyn thng nh gi cao, bn cnh vic c gng tc ng vo tm l ngi tiu dng trong mi quan h tng tc gia gi c v cht lng Xc nh sc cu th trng Thng 11/2003, G7 chnh thc xut hin, chia s th phn ca c Vinacafe v Nescafe. G7 nhanh chng to dng c ch ng trn th trng, chim th phn t 20% - 25%, thm ch c lc l 35%. Sau gn mt thp k pht trin, n nay, c ph ha tan nh hnh gu kh r ti th trng hai min Nam, Bc.Ti th trng min Bc, sc tng trng th phn c ph ha tan mnh hn do ngi tiu dng min ny ang chuyn t thc ung truyn thng l tr sang c ph.Nm 2009, theo kho st ca mt cng ty nghin cu th trng uy tn (n v nghin cu yu cu khng cng b tn), Trung Nguyn dn u th trng min Bc vi th phn gn 60%. Trong khi , ti min Nam v mt phn min Trung, G7 ch chim khong 20% th phn. Gp chung ton quc, tnh n cui nm 2009, Vinacafe ang dn u vi th phn khong 40%, tip theo l Nescafe gn 38%, cn li l G7 vi cc thng hiu khc Xc nh chi ph, gi da trn chi ph Sau y l v d v chnh sch t gi ca Trung Nguyn i vi sn phm mi c ph ha tan G7 5in1 . Tng chi ph c nh TFC = 36 t ng Chi ph bin i bnh qun AVC = 2400 /sp

Sn lng Q = 360 triu sp Li nhun mong mun ca tp on: 20% (trn chi ph) Li nhun ca nh bn l:16,5% (trn chi ph). Chi ph bnh qun AC = AVC + TFC/Q =2500 /sp= gi thnh sn phm Gi bn ca doanh nghip nhm trang tri chi ph v c li: nh gi cng li vo chi ph bnh qun: P = AC . (1 + m ) = 3000 /sp P = 3000 . (1+ 0,165) = 3500/sp Phn tch im ha vn c ngha rt quan trng. cho php doanh nghip xc nh c mc gi d kin ph hp QHV= = =32.7 tr sp Phn tch gi v cho hng ca i th cnh tranh T khi mi xut hin trn th trng, sn phm c ph G7 ca Trung Nguyn c ban lnh o cng ty xc nh i th cnh tranh ln nht l Nescafe ca Nestle. Do vic nghin cu k lng v chnh sch gi ca i th cnh tranh s l yu t quan trng nh gi cho sn phm ca mnh, to sc cnh tranh. Cng ty Nestle Vit Nam s dng chnh sch ht vng sa cho sn phm mi, nh gi cao hn gi th trng. Nguyn nhn khng phi ch do cng ty tranh th li th v sn phm mi nh gi cao, thu li nhun m mt phn nguyn nhn cng do Nescafe ang l thng hiu caf chim th phn ln nht ti VN cc dng sn phm khc, gi ca Nescafe vn cao hn G7 t 3-5%. Yu t ny s tr thnh li th cho caf G7 cnh tranh v gi V chit khu v hoa hng: cng ty p dng mc chit khu cho nhng n hng ln. C th vi nhng n hng cao hn mc trung binh ca cng ty ra th cng ty p dng mc chit khu theo ha n thanh ton ca mi n t hang La chn phng php nh gi - Phng php nh gi theo chi ph Gi bn ca doanh nghip nhm trang tri chi ph v c li: nh gi cng li vo chi ph bnh qun V d: P = AC . (1 + m ) = 3000 /sp Vi AC= 2500 /1sp, m= 20% - Phng php nh gi theo th trng Thng 11/2003, sn phm c ph G7 mi chnh thc c mt trn th trng VN, thm nhp v dn chim lnh th trng, sn phm c ph G7 c nh gi thp hn i th cnh tranh. C th, gi cc dng sn phm ca G7 lun thp hn ca Nescafe t 3-5% - Phng php nh gi theo s cm nhn ca khch hng nh gi cao bng phng php ny, cng ty phi xy dng c nhng yu t to nn gi tr cm nhn trong suy ngh ca khch hng: cht lng, dch v, Sn phm c ph G7 ch trng tnh dn tc" trong mi sn phm, ly s am hiu vn ho ca ngi tiu dng bn x l th mnh. Vic s dng nhng ht

caf ca t rng Ty nguyn truyn thng lm sn phm caf ha tan mang phong cch Vit gip G7 nh trng tm l khch hng. Bn cnh , vn dng tnh dn tc v vn ha trong tng chng trnh tip th, G7 nhanh chng to dng c ch ng trn th trng. Quyt nh gi cui cng v vn hnh gi bn Bng tham kho gi mt s dng sn phm G7 C ph ha tan en G7(15*2gam) 15.500VND G7 3in1-20 gi*18gr C ph ha tan en G7 (50 gi/ti 3in1) C ph en c ng G7(2in1)15 gi/16gam CAPPUCCINO HAZENUT 12 sticks/ hp CAPPUCCINO MOCHA 12 sticks/ hp 37.000VND/HP 93.000VND 39.000VND/HP 30,000 vn/hp 30,000 vn/hp

Gi c l mt yu t quan trng trong h thng Marketing mix, n phn nh cht lng ca sn phm cng nh doanh thu ca cng ty. Gi c trn s thay i ph hp ty theo s bin ng ca th trng, xu hng tiu dng v i th cnh tranh trong tng lai. Tp trung n lc nhn mnh s khc bit v cht lng, li t ca sn phm ngi tiu dng chp nhn mc gi thay i thay v chy ua v gi theo i th cnh tranh. T chc theo di cht ch s bin ng ca th trng, xu hng tiu dng c nhng bin php hiu qu nhm tng bc iu chnh gi trong tng lai. 3.2.2. Chnh sch iu chnh gi - i vi th trng trong nc Trung Nguyn nh gi sn phm rt a dng ph hpvi nhiu i tng thng thc c ph, nh: Cafe G7 Cappuccino Irish Cream 12*18g c gi l 36.000 VN C ph Ho Tan G7_C ph ng( 15 gi x 16gr) c gi l 35.000 VND. Sn phm G7 cafe ha tan 3 trong 1 ( 20 gi x 16g) c ga 35000 VND. C ph ha tan G7 - Cappuccino Hazelnut c gi l 36.000 VN Cht lng th khng phi bn, nhng gi ca G7 vn thp hn Nescafe 3-5% to tnh cnh tranh - Trung Nguyn s dng chin lc nh gi cao hn i th cnh tranh trong mt s th trng nh Nht Bn; Anh + Nht Bn l mt quc gia ni ting vi ngh thut tr o truyn thng, bn cnh th ngi Nht cng bit n c ph t rt sm (nm 1800). Chnh v vy Nht l mt th trng kh kht khe v "gu" thng thc. Tuy nhin i l nhng quyn Trung Nguyn ti Nht Bn li n nh mi tch c ph Trung Nguyn cao hn 50% so vi Starbucks v cao hn 25% so vi c ph ni a khc. v Trung Nguyn gt hi nhiu thnh cng ti th Tokyo to nn bc nhy thn k cho Trung Nguyn trn ng hi nhp, lm n by pht trin h thg nhng quyn mt lot nc pht trin khc.

+ i vi Anh p dng chin lc cao gi v ngi Anh c kh nng chi tr cao , ch cn i hi sn phm c cht lng th h sn sng chi tr , hn na sn phm c ph Trung Nguyn trn th gii cng c thng hiu nn d c khch hng chp nhn - Trung Nguyn lun coi trng vic gim chi ph sn xut , h gi thnh sn phm qua nng cao sc cnh tranh vi cc sn phm ca i th trn th trng cng nh tng s lng hng bn ca cng ty. - Trung Nguyn cng c nhng chnh sch gi u i, phn bit i vi tng nhm khch hng. i vi nhng khch hng trung gian Trung Nguyn cng c nhng iu khon v ti chnh hp l, nhm to s rng buc gia Trung Nguyn v nhng khch hng trung gian. 3.3. Chnh sch phn phi 3.3.1. Cc kiu knh phn phi. S t chc knh phn phi

Trong s t chc knh phn phi trn, Trung nguyn s dng mt h thng a knh trong vic thc hin a sn phm ca mnh n tay NTD. m bo hot ng ca cc knh phn phi cng nh qu trnh hot ng ca ton b cng ty hiu qu, Trung Nguyn thit lp 5 chi nhnh ti cc a im sau : H Ni, Nng, k Lk, TP H Ch Minh, Cn Th. i vi h thng Franchise Hin nay, cng ty bao gm hn 1000 qun c ph trn khp t nc Vit Nam v 8 qun nc ngoi : M, Nht, Singapore, Thi Lan, Trung Quc, Campuchia, Balan, Ukraina. Mt lot cc qun vi din mo mi ca chui qun nhng quyn Trung Nguyn gn lin vi tinh thn sng to, vn ha ngh thut... nh Hi qun Khng gian Sng to, C ph Th 7, Hi qun Sng to Thanh Nin, C ph Sch... v ang to nn khng gian sng to mi, cng nh tro lu vn ha mi trong vic thng thc c ph. Knh phn phi truyn thng Trung Nguyn s dng knh 3 cp a sn phm n tay NTD. Hin nay, c ph Trung Nguyn c 5 nh my sn xut c ph trn ton quc , 121 nh phn phi c quyn , 7000 im bn hng v 59000 ca hng bn l sn phm. - Nh my Bc Giang : KCN Quang Chu Vit Yn Bc Giang - Nh my c ph Trung Nguyn : Tn An TP Bun Ma Thut k Lk - Nh my c ph rang xay Bun Ma Thut : TP Bun Ma Thut k Lk - Nh my c ph ha tan Bnh Dng : KCN Tn ng Hip D An Bnh Dng - Nh my c ph Si Gn : KCN M Phc 2 Bn Ct Bnh Dng Knh phn phi bn l hin i Bao gm h thng cc siu th v h thng G7 Mart.C 200 nh cung cp cho ton b chui ca hng G7 trn c nc. im ni bt ca G7 Mart, theo nh tm nhn ca Trung Nguyn chnh l vic p ng thi quen mua sm nh, l ca ngi Vit Nam v thng mua gn nh. Chnh v vy G7 Mart c b tr vi quy m nh nh mt ca hng tp ha v nm len li gia cc con hm. Tuy nhin G7 Mart li khc phc c nhc im ca hnh thc phn phi truyn thng l cc ca hng tp ha khi nh gi bn thp, ng nht, bo m ging nh mt siu th v ng dng IT trong qu trnh qun l. Sn phm c ph G7 ca Trung Nguyn chnh thc vo h thng siu th bn l ca hai tp on hng u th gii Costco ca M v E-Mart ca Hn Quc vo u thng 10 /2011 nh du s thnh cng, khng nh cht lng sn phm v thng hiu c ph ha tan G7 ca Trung Nguyn trn th trng quc t trong n lc a thng hiu c ph Vit Nam chinh phc th gii. 3.3.2. Phn phi khng hn ch Ngoi s phn phi rng khp trn c nc p ng tiu dng trong nc, nm 2011, nh s a chung ca ngi tiu dng, G7 chim lnh p o

ti th trng min Bc vi th phn ln ti 75.8%. Khi thm nhp vo th trng Trung Quc, G7 c ngi tiu dng chn la u tin bi hng v m , quyn r, khc bit. Vic gia tng th phn xut khu vo Trung Quc gip Trung Nguyn gp phn cn bng cn cn thng mi gia hai nc, p ng c mong i ca ngi tiu dng. G7 ca Trung Nguyn hin xut khu n hn 53 quc gia v nm 2011 chnh thc vt qua cc tiu chun kht khe vo h thng siu th hng u ca M, E-Mart ca Hn Quc, cng nh c th trng Trung Quc yu chung. 3.3.3. Phn phi i l c quyn. G7 thnh lp trn c s tp hp cc ca hng tp ha vi mc tiu trang b nng cp thay i phng thc qun l, cung cp phc v hng cc ca hng ny chuyn thnh chui ca hng tin li theo m hnh phn phi hin i. Theo k hoch, G7Mart ra mt vi500 ca hng hng G7 chun, 9.500 ca hng thnh vin v 70 trung tm phn phi khp ni trn c nc. Khng ch dng li , G7Mart hng ti mc tiu xa hn. Ngoi bn l theo ng tiu chun ca G7, n cn tip tc cung cp cc dch v tin ch dnh cho ngi tiu dng u tin xut hin Vit Nam. 3.3.4. Phn phi chn lc. D n c xem nh l phng n gii quyt bi ton phn phi trong nc theo c ch tp hp cc nh sn xut, phc v cho d n nh phn phi Vit Nam. Pht trin nhanh chng mng li phn phi da trn nn tng h thng nh phn phi, i l v cc ca hng sn c trn th trng;xy dng h thng qun l v hu cn vng mnh vn hnh h thng;sp xp cc ngnh hng nhm pht huy nng lc hot ng ca tng nh phn phi; hp sc vi nh sn xut kh nng 3.4. Chnh sch xc tin. 3.4.1. Qung co Gn y nht, u thng 4.2010, G7 tung ra thng ip G7 vi kht vng Vit trn mt bo bng cu chuyn v truyn thuyt Cha Rng, M Tin, ca ngi nhng chin tch chng ngoi xm ca ng cha v gi tm th nh km trong sn phm n ngi tiu dng. Ngoi ra, G7 cn khai thc qung co min ph trn cc mng x hi o nh Facebook, Youtube ,t cc banner qung c trn cc bo in t, in qung co bng cc poster, banner rng ri trn th trng, lin h qung co ti cc siu th, trung tm thng mi, qung co trn cc n phm trong v ngoi nc nh: Tip th v gia nh, Tp ch truyn hnh, Ngi p Vit Nam 3.4.2. Xc tin bn -Tham gia l hi c ph Bun Ma Thut t chc nh k 2 nm mt ln. - Hi thng 11/2011 G7 cng tham gia Hi ch trin lm c bit hng Vit Nam - Indonesia cng trng by 117 sn phm ca Vit Nam v Indonesia ti Seoul, Hn Quc, do h thng Lotte Mart thc hin . 3.4.3. Quan h cng chng

- G7 ti tr cho mt s d n do Chng trnh Xy dng thng hiu nng sn Vit Nam trin khai v d nh Su Ring Chn Ha ,Bi Nm roi Hong Gia , Ko da Bn Tre CocoFun - Ngoi ra , G7 cn tin vi cc chin dch hnh ng v thng hiu nng sn Vit Nam nh chng trnh Xy dng thng hiu nng sn Vit Nam, Nc Vit Nam ta nh hay khng nh;