TRNG I HC NGOI THNG

KHOA QUN TR KINH DOANH

-------------------------------------------

KHA LUN TT NGHIP

Chuyn ngnh: Kinh doanh quc t

CHIN LC PHT TRIN THNG HIU

CA STARBUCKS, BI HC CHO CC DOANH
NGHIP C PH VIT NAM

Sinh vin thc hin

: Nguyn Quy ng

Lp

: Anh 10

Kha

: 47

Ngi hng dn khoa hc : ThS. Nguyn Th Thu Trang

H Ni - 04/2012

MC LC
LI M U...........................................................................................1
CHNG 1: MT S VN L LUN V THNG HIU V
CHIN LC PHT TRIN THNG HIU......................................4
1.1 L lun chung v thng hiu...................................................................4
1.1.1 Khi nim thng hiu........................................................................4
1.1.2 Cc yu t cu thnh thng hiu .....................................................5
1.1.3 Vai tr ca thng hiu.....................................................................12
1.2 Chin lc pht trin thng hiu...........................................................15
1.2.1 Khi nim chin lc pht trin thng hiu.....................................15
1.2.2. Cc bc xy dng chin lc pht trin thng hiu.....................16
1.2.3 Cc loi chin lc pht trin thng hiu........................................19

CHNG 2: CHIN LC PHT TRIN THNG HIU CA

STARBUCKS.........................................................................................25
2.1 Gii thiu v Starbucks...........................................................................25
2.1.1 Qu trnh hnh thnh v pht trin ca cng ty................................25
2.1.2 Tnh hnh kinh doanh ca cng ty.....................................................27
2.2 Thng hiu Starbucks............................................................................28
2.2.1 Cc yu t hu hnh..........................................................................28
2.2.2 Cc yu t v hnh............................................................................31
2.3 Chin lc pht trin thng hiu ca Starbucks....................................32
2.3.1 Mc tiu chin lc pht trin thng hiu ca Starbucks................32
2.3.2 Phn tch chin lc pht trin thng hiu ca Starbucks..............33
2.4 nh gi chin lc pht trin thng hiu ca Starbucks.....................51
2.4.1 u im............................................................................................ 51
2.4.2 Nhc im....................................................................................... 52

CHNG 3: BI HC KINH NGHIM V CHIN LC PHT

TRINH tNG HIU T STARBUCKS CHO CC DOANH
NGHIP VIT NAM..............................................................................53
3.1 Tng quan v ngnh c ph Vit Nam....................................................53
3.2 Tnh trng nhn thc v thng hiu ca cc doanh nghip c ph Vit
Nam............................................................................................................... 56
3.3 nh gi tng quan gia cc doanh nghip c ph Vit Nam v
Starbucks...................................................................................................... 59
3.3.1 Cc yu t ch quan.........................................................................59
3.3.2 Cc yu t khch quan......................................................................60
3.4 Bi hc t Starbucks...............................................................................61
3.4.1 Kinh nghim v m rng th thng hiu..........................................61
3.4.2 Bi hc kinh nghim v qung b v bo v thng hiu.................65
3.4.3 Bi hc kinh nghim xy dng vn ha thng hiu........................66

KT LUN.............................................................................................69
TI LIU THAM KHO.......................................................................70

DANH SCH BNG BIU, HNH V

Bng 2.1: Kt qu kinh doanh cng ty Starbucks trong 3 nm tr li y
.................................................................................................................28
Bng 2.2: S lng ca hng cp php ca Starbucks nm 2011...........36
Hnh 3.1 Tnh hnh xut khu c ph ca nc ta t nm 1991 n nm
2009.........................................................................................................54
Bng 3.1: Mt s th trng nhp khu c ph chnh ca nc ta .........55
t giai on 06/07 n 09/10...................................................................55

LI M U
1. Tnh cp thit ca ti
Vit Nam c sn lng xut khu go ln th hai th gii, ch sau Thi
Lan. Cc nhm sn phm nng sn khc nh: c ph, h tiu, ht iu lun
nhm dn u th gii. Chng ta c cc nng sn c xem l c sn nu
bit khai thc nh: ch, nhn, bi, thanh long y l nhng sn phm m
cc th trng ln, kh tnh nh M, chu u a chung. Th nhng, cc sn
phm ny cha h c mt bo chng no ngi tiu dng tin cy. Thm
ch, n cng cha h c thng hiu c trng m ch tn ti vi tn gi mang
tnh a phng nh: thanh long Bnh Thun, go An Giang, c ph Bun M
Thut. Bi hc t v vic mt thng hiu c ph Bun Ma Thut l hi
chung cnh tnh v thc trng xy dng v bo v thng hiu ca cc
doanh nghip Vit Nam ni chung v cc doanh nghip c ph Vit Nam ni
ring.
Trong vng vi nm gn y, vai tr ca thng hiu trong lnh vc
marketing thay i rt nhanh chng. Trc y, chng ta thng s dng
thng hiu tn ti km theo tn cng ty v sn phm, l cng c h tr
chng tr nn hp dn hn i vi ngi tiu dng, hay cn gi l nh
bng nhn hiu. Ngy nay mi th khc hn, vic pht trin mt thng hiu
phi bao gm vic thit lp v thc hin cc chin lc nh em n mt
thng hiu c bn sc c gi tr cho khch hng. Nhng im nhn gip pht
trin sn phm v dch v s c ch trng thit k mang li nhng li ch
thit thc cho khch hng, v thng qua t c mc ch ca cng ty.
Tt c nhng diu gip xy dng nn mt chin lc thng hiu.
Starbucks l mt bi hc in hnh, thng hiu ny c khai sinh
v pht trin gn lin vi sn phm c ph. Chin lc pht trin thng hiu
ca Starbucks c ch trng u t c v thi gian ln cng sc, chnh iu

ny a Starbucks tr thnh thng hiu s mt th gii v c ph v cc

sn phm lin quan ti c ph.
Chnh v nhng l do trn tc gi la chn ti nghin cu cho
kha lun ca mnh l Chin lc pht trin thng hiu ca Starbucks,
bi hc cho cc doanh nghip Vit Nam. Kha lun tp chung vo vic
nghin cu cc l lun v thng hiu v cc chin lc pht trin thng
hiu v gn vi m hnh thc tin mang tn Starbucks, qua rt ra cc bi
hc qu bu cho cc doanh nghip c ph Vit Nam trong qua trnh xy dng
v pht trin thng hiu ca mnh.
2. i tng v phm vi nghin cu
i tng nghin cu l thng hiu v cc chin lc thng hiu,
p dng vi trng ca Starbucks.
Phm vi nghin cu l thng hiu Starbucks nm 1971 ti nay, ti tt
c cc th trng trn ton th gii.
3. Phng php nghin cu
Trong qu trnh nghin cu v vit kha lun, tc gi s dng nhng
phng php nghin cu c bn nh phng php h thng, phng php
phn tch v tng hp, phng php thng k v phng php so snh lm
sng t vn .
4. Ni dung kha lun
Kha lun bao gm m bi, kt lun, danh mc ti liu tham khiu v
ba chng sau:
Chng 1: L lun chung v thng hiu v chin lc pht trin
thng hiu.
Chng 2: Chin lc pht trin thng hiu ca Starbucks.
Chng 3: Bi hc kinh nghim t chin lc pht trin thng hiu
ca Starbucks cho cc doanh nghip c ph Vit Nam.
Nhn y tc gi xin by t lng bit n su sc ti ging vin hng
dn ca mnh, ThS. Nguyn Th Thu Trang v s hng dn v gip nhit
2

tnh ca c trong qu trnh hon thnh ti nghin cu ca mnh. Tc gi

cng xin gi li cm n chn thnh ti c Nguyn Thu Thy, trng Khoa
Qun tr Kinh doanh v vic cho php tc gi thc hin kha lun ti
Singapore. Sau cng l li cm n ca tc gi ti ban qun l th vin Quc
gia Singapore, gia nh, bn b v vic to iu kin v ng vin tc gi
trong sut qu trnh thc hin ti nghin cu ny.
Do nhng hn ch v thi gian, ti liu, cng nh trnh v kh nng
ca ngi vit nn ti kh trnh khi nhng sai lm. Ngi vit mong
nhn c s gp ca cc thy c gio v bn c.
Xin trn trng cm n!

CHNG 1: MT S VN L LUN V THNG HIU V

CHIN LC PHT TRIN THNG HIU
1.1 L lun chung v thng hiu
1.1.1 Khi nim thng hiu
Thng hiu l khi nim c bn trong marketing v ngy cng c
nhn nhn l mt ti sn cc k quan trng ca doanh nghip, thm ch l ti
sn c gi tr bn vng nht ca doanh nghip, hn c cc ti sn vt cht ca
doanh nghip .
Thng hiu (Theo t chc s hu tr tu th gii WIPO_World
Itellectual Property Organization): l mt du hiu c bit nhn bit mt
sn phm, mt hng ho hay mt dch v no c sn xut, c cung
cp bi mt t chc hoc mt c nhn.
Cn theo theo Hip hi nhn hiu thng mi quc t ITA (International
Trademark Association): bao gm nhng t ng, tn gi, biu tng hay bt k
s kt hp no gia cc yu t trn c dng trong thng mi xc nh
v phn bit hng ho ca cc nh sn xut hoc ngi bn vi nhau v
xc nh ngun gc ca hng ho .
Nhng tu chung li t hai khi nim trn, thng hiu khng ch n
thun l mt ci tn hay mt c im nhn dng th hin qua cc yu t nh
nhn hiu, tn thng mi, ch dn a l v kiu dng cng nghip ny. Ci
thc s phn bit mt sn phm mang mt thng hiu ny vi cc sn phm
khc chnh l s nh gi v cm nhn ca ngi tiu dng v cc thuc tnh
ca sn phm v biu hin ca cc thuc tnh c i din bi mt
thng hiu v cng ty gn vi thng hiu . chnh l sc mnh ca
thn hiu hay gi tr thng hiu. Thng hiu vt ra ngoi gii hn ca
mt ci tn mt nhn hiu, n to ra lng tin vo nhng du hiu. Cc
thng hiu c th c hnh thnh t nhng bn k hoch kinh doanh,
nhng cui cng, ni chng tn ti l trong tm tr v tri tim ca con ngi
ngi tiu dng, cc nhn vin trong cng ty v cc i tng lin quan khc.
4

Rng hn, mt thng hiu l nhng tc ng ln ngi tiu dng t

mi hot ng ca cng ty. khng phi l trch nhim ca ring mt b
phn no m l ca c cng ty. Mi nhn vin u c th nh hng n n
tng ca thng hiu.
Khi nim thng hiu ngy nay c m rng v pht trin nhiu,
n khng ch gn lin vi vic nh du hng ha nh trc. Mc ch cui
cng ca mt thng hiu l nhm khc su s khc bit trong tm tr con
ngi, c bit l khch hng mc tiu. Bt k ci g cn khng nh s khc
bit u c th c gn mt thng hiu: t hng ha vt cht, dch v, a
im; cc t chc, con ngi; thm ch cc s kin, hot ng th thao, gii
tr. Nhng ci tn nh Disney, Oprah Winfrey, Donald Trump l nhng v
d in hnh. Chnh s phn bit ny cng vi nhng tri nghim tch cc v
bn thn i tng mang thng hiu s to nn sc mnh v gi tr cho
thng hiu cng nh li nhun cho cc t chc v c nhn s hu thng
hiu .
1.1.2 Cc yu t cu thnh thng hiu
Ct li ca mt H thng cc yu t nhn din Thng hiu l tnh nht
qun, trong Biu trng l xut pht im ca H thng nhn din Thng
hiu. Thng qua n, ngi tiu dng s d dng nhn bit sn phm hay cc
yu t nhn dng hu hnh ca thng hiu. Nh vy, mt Biu trng thng
hiu l khi ngun ca mi cm xc thng hiu tc ng n ngi tiu dng.
Mt H thng nhn din Thng hiu tt phi th hin s khc bit mt
cch r rng vi nhng Thng hiu khc. S khc bit cng r rng th nhn
thc cng cao v thng qua n ngi tiu dng c s lin tng tc th n
Thng hiu. H thng nhn din Thng hiu c xy dng da trn
nhng yu t thit k ha, t thit k logo, Card, Phong b, giy tiu v
xy dng website nhng thit k u lm nn s khc bit r rng nht.
Vi ni hm rng ca thng hiu , thng hiu c to nn bi hai
nhm yu t c s l : cc yu t h hnh v cc yu t v hnh. Yu t hu
5

hnh l ton b nhng g m khch hng c th nhn bit c bng gic quan
, bao gm tn gi, logo,biu tng mu sc , kiu dng thit k , bao b v cc
yu t c th nhn bit c khc . Cc yu t v hnh gm c nhng c tnh
ca thng hiu nh nh v thng hiu , c tnh thng hiu , gi tr ct li
ca thng hiu.
1.1.2.1 Cc yu t hu hnh
* Tn thng hiu (brand name)
Tn thng hiu c to thnh t s kt hp ca t ng hoc cc ch
ci c kh nng phn bit sn phm , dch v ca doanh nghip ny vi sn
phm ca doanh nghip khc c bo h v khng thuc cc du hiu
loi tr. p ng yu cu ny , tn thng hiu s c bo h vi t cch l
thng hiu ng k.
Tn thng hiu l mt thnh t c bn v n thng l yu t chnh
hoc l lin h chnh ca sn phm mt cch c ng v tinh t. Tn thng
hiu l n tng u tin v c b nht v mt loi sn phm, dch v trong nhn
thc ca ngi tiu dng v do , nh hng quyt nh ti vic mua hng.
* Biu tng (logo)
Biu tng l yu t ha ca mt thng hiu , gp phn quan trng
trong vic thu ht s ch ca khch hng v thng hiu . Thng thng ,
biu tng nhm cng c ngha thng hiu theo mt cch nht nh. Biu
tng c th to ra s lin tng thng qua ngha t c ca n hoc thng
qua chng trnh tip th h tr . So vi thng hiu , biu tng tru tng ,
c o v d nhn bit hn , nhng cng tim n nguy c khch hng khng
hiu biu tng c ngha g,c lin h g vi thng hiu nu khng c
gii thch thng qua chng trnh tip th h tr.
Di gc php lut, biu tng gm cc yu t hnh c o , ring
c to thnh mt chnh th thng nht , biu tng to ra kh nng phn bit
ca sn phm. Vi c tnh a dng ca cc yu t ha , biu tng c th
l mt hnh v mt cch trnh by ch vit to ra mt bn sc ring ca mt
thng hiu. Biu tng chnh l b mt c trng ca mt thng hiu.
6

* Khu hiu (logan)

Slogan - khu hiu thng mi, nguyn ngha c l ting h trc khi
xung trn ca nhng chin binh Scotland. Ngy nay trong thng mi, slogan
c hiu nh l khu hiu thng mi ca mt cng ty. Slogan thng c
coi l mt phn ti sn v hnh ca cng ty d rng n ch l mt cu ni.
c c mt slogan hay, ngoi vic u t v cht xm cn phi c
s u t v qung co lin tc vi nhng chin lc di hn. Chnh v vy,
khi c c mt slogan ng c trong tm tr khch hng, slogan tr
thnh mt ti sn v gi c vun p bng thi gian, tin bc v uy tn ca
cng ty.
Khu hiu l mt cu ngn , mt cm t d nh , truyn t mt thng
ip qung co ca thng hiu. Mt khu hiu lm tng nhn thc v thng
hiu nh to ra mi lin h mnh gia thng hiu v chng loi sn phm.
Quan trng nht l khu hiu gip cng c , nh v thng hiu v im khc
bit ca thng hiu . i vi thng hiu hng u, khu hiu thng l
nhng tuyn b v tnh dn u v c o ca mnh.
Mt slogan khi c tung ra phi mang mt mc tiu nht nh v
hng n mc tiu . V nh khi Pepsi ra i th Coca Cola l mt ngi
khng l trong ngnh gii kht ri. Mun pht trin c th phi c mt
slogan nhm n mt mc tiu l ly li c th phn t Coca Cola. Hng
nc gii kht Pepsi ly slogan l: "Generation Next" (Th h tip ni),
ni l mt loi nc ung ca th h mi v ngm ch bai i th trc
tip Coca Cola l loi ung c l s. Vi slogan hay mang trong mnh mc
tiu r rng l nh vo khch hng tr tui, Pepsi thu ht c phn ng
gii tr v vn vai tr thnh mt i th ng gm ca Coca Cola.
* on nhc c trng (sound)
on nhc c vit ring cho thng hiu nu th v s gn cht vo
u c ngi tiu dng, gip h phn bit c cc sn phm mang thng
hiu khc nhau ngay c khi cha nhn thy chng. Cng ging nh khu
7

hiu , on nhc thng mang ngha tru tng v c tc dng c bit

trong nhn thc thng hiu. V d hang bn l kem Walls ng k giai
iu m nhc c trng trn cc xe bn kem lu ng ca mnh, to thm s
c o cho thng hiu, NOKIA cng ng k m thanh cho sn phm in
thoi ca mnh , nhn hiu s 001040955 ca cng ng chu u.
* Bao b (package)
M rng t chc nng c bn l cha ng v bo v sn phm , bao b
ngy nay tr thnh mt cng c tip th cc k quan trng , gp phn nh
v thng hiu v nh hng trc tip n quyt nh mua hng ca ngi
tiu dng. Bao b ph hp, bt mt , sang to v tin ch s thu s ch ca
khch hng v gia tng sc mnh cho thng hiu. Mt phn ln hnh vi mua
hng c thc hin mt cch bc ng ti cc ca hng phn phi. Do ,
bao b c th l c hi tt nht ngi bn nh hng n ngi mua. Mt
bao b c thit k p , tin dng s lm cho ngi tiu dng gn b vi
thng hiu , mang li cho cng ty mt li th so vi cc i th cnh tranh.
Cc yu t hu hnh ca thng hiu di din cho cc thuc tnh ca
mt thng hiu sn phm dch v v l iu cui cng m ngi tiu
dng s gi ra mi khi nh v sn phm, dch v . trnh c s trng lp
v tn gi , hay cc tp hp du hiu i din nhn bit v thng
hiu,ngi ta a ra lut bo h thng hiu. Theo , cc doanh nghip
ng k bo h cho phn nhn hiu ca thng hiu mnh bo v tnh duy
nht ca cc c im hu hinhftreen cng nh s u t cho thng hiu.
1.1.2.2. Cc yu t v hnh
Bn cnh cc yu t hu hnh k trn ng vai tr l phn xc ca
thng hiu l cc yu t v hnh to nn thng hiu hay phn hn ca
n nh c tnh thng hiu , hnh nh thng hiu v gi tr thng hiu.
* c tnh thng hiu (brand identity)
c tnh thng hiu (brand identity) l nhng c im , gi tr ,
ngha ca thng hiu v v tr hng n ca thng hiu trn th trng.
8

y l nhng iu m cng ty mun khch hng mc tiu v nhng i tng

lin quan nhn nh v thng hiu. c tnh thng hiu l yu t c bn
to nn thng hiu v gn b cht ch vi chin lc kinh doing chung
ca cng ty.
c tnh ca mt thng hiu c hnh thnh vi hai mc ch chnh.
Th nht , i vi hot ng bn trong cng ty , cc c tnh ny nh hng
cc quyt nh chin lc lin quan n thng hiu , nh truyn thng ,m
rng thng hiu/dng sn phm,cu trc thng hiu , v cc quyt nh lin
quan v lin kt vi cc i tc. Th hai , bn ngoi , c tnh thng hiu s
cung cp cho khch hng mt khi nim r rang v ngha m thng hiu
i din , nhng gi tr c bn , li ha v tnh cch ca n ty thuc vo
cch thc m cng ty a ra nhng thng ip ha hn v c tnh thng
hiu. Cc yu t quan trng ca c tnh thng hiu gm c.
Gi tr ct li thng hiu (Brand essence)
Gi tr ct li thng hiu thng c th hin trong hai hoc ba t c
bn nht. Gi tr ct li ni ln tinh thn ca thng hiu , thng hiu i
din cho iu g , v ci g lm cho n c bit v duy nht. y l mt cng
c ni b v thng t c tuyn truyn trong cc hot ng xy dng
thng hiu bn ngoi cng ty
C tnh thng hiu (Brand personality)
C tnh thng hiu l nhng tnh cch ca con ngi c gn vi
thng hiu. Thng qua nhng c im ca thng hiu , hot ng truyn
thng marketing , nhng lin h v mt tinh thn , s kt hp vi mt s i
tc , mt thng hiu c th c nhng tnh cch nht nh. Chnh nhng tnh
cch ny gip cho thng hiu tr nn gn gi hn vi ngi tiu dng. Mt
thng hiu cso c tnh mnh , c sc s gip cho ngi s dng thng
hiu th hin thi v nim tin ca bn than h. C tnh thng hiu
c th hin thng qua cc yu t hu hnh ca thng hiu v qua c nh
v thng hiu.
9

nh v thng hiu ( Brand positioning )

nh v thng hiu l vic chim ly mt v tr trong tm tr ca khch
hng . Thng hiu i din cho iu g ? V tr ca thng hiu trn th
trng nh th no ? Vic nh v ny xoay quanh nhn nh ca ngi tiu
dng v thng hiu. Cc cng ty nn quyt nh vic nh v thng hiu
da trn phn khc th trng mc tiu, tc ng ca ngi tiu dng v v tr
ca cc i th canhhj tranh trn th trng. Tt c cc thng hiu u c
gng s dng mt thng duy nht v chim ly mt v tr c bit trong
tm tr khch hng. Vic nh v thng hiu gip ngi tiu dng c th cn
nhc gia nhu cu v ham mun ca mnh d dng hn , v gip gim bt ri
ro la chn mt thng hiu khng ph hp vi h.
Thng thng, nhng c tnh trn y ca thng hiu l nhng yu
t c cng khai v mang tnh c th hn. Bn cnh cn c mt s yu t
thng hiu mang tnh khi qut v nh hng chung hn , ch yu c
bit n ch trong ni b cng ty nh tm nhn thng hiu ( brand vision ) v
phm vi thng hiu ( brand scope ). Cc yu t ny lm nn tng v h tr
cho vic hnh thnh cc yu t gi tr ct li thng hiu , c tnh thng hiu
v inh v thng hiu.
Tm nhn thng hiu ( Brand vision )
Tm nhn thng hiu l mt loi t liu ni b ch ra hng pht trin
trong tng li cho thng hiu c xc nh bi hot ng ban lnh o
cng ty. N ch t phng hng pht trin cho thng hiu, cng nh vai tr
v v th m thng hiu mong mun t c trong mt khong thi gian nht
nh; xc nh mc tiu ti chnh v mc tiu chin lc ca thng hiu.
Phm vi thng hiu ( Brand scope )
Phm vi thng hiu l mt phn ca tm nhn thng hiu;miu t chi
tit hn cc c hi pht trin ca thng hiu trong tm nhn thng hiu.
Phm vi thng hiu ch ra phn khc th trng v cc dng sn phm m
thng hiu c th tham gia.
10

S dng 5 yu t trn, qun l doanh nghip c th to dng mt h

thng c tnh thng hiu c th nh hng cc hot ng ca cng ty theo
mc tiu to n tng c bit trong tm tr khch hng v tng cng li th
cnh tranh.
Hnh nh thng hiu (Brand image)
Tuy nhin , nh ni trn , c tnh thng hiu (brand equity) l
nhng c im , gi tr , ngha ca thng hiu v v tr hng n ca
thng hiu trn th trng , th hin nh chin lc ca cng ty i vi
thng hiu ca mnh nhng iu m cng ty mun khch hng mc tiu v
nhng i tng lin quan v thng hiu. Cn thc t, nhng g m khch
hng v cc i tng lin quan nhn nh v thng hiu chnh l hnh nh
thng hiu (Brand image). Hnh nh thng hiu l n thng ca thng
hiu trong tm tr khch hng v cc i tng lin quan. N gn vi cch m
khch hng v cc i tng lin quan hiu nhng thng ip ca mt sn
phm, mt thng hiu , mt cng ty hoc mt t nc c th. Hnh nh
thng hiu l kt qu ca nhiu yu t beben ngoi m truyn thng
marketing ch l mt trong s . Nhng n tng ny c c t nhng
tng tc vi thng hiu qua cc yu t hu hnh , cc hot ng truyn
thng , qung b , bn hng ca thng hiu hay l qu trnh mang cc
gi tr thng hiu n cho ngi tiu dng.
Gi tr ca thng hiu (Brand equity)
Sc mnh ca hnh nh thng hiu nh hng n hnh vi ca ngi
tiu dng c xem xt theo mt kha cnh khc ca thng hiu l gi tr
thng hiu (Brand equity). Gio s David A. Aaker , mt chuyn gia hng
u v qun tr thng hiu, nh ngha gi tr thng hiu (brand equity) l
mt tp hp ti sn gn lin vi tn v biu tng ca mt thng hiu m c
th lm tng thm hoc gim i gi tr ca mt sn phm/dch v cho cng ty
hoc/v khch hng ca cng ty

11

Gi tr thng hiu c nhiu i tng qun tm n nh l bn than

cng ty , khch hng , cc knh phn phi , gii truyn thng , cc chuyn gia
phn tch v c th trng ti chnh ty thuc vo hnh thc s hu ca cng
ty. Nhng , cui cng th khch hng vn l i tng quan trng nht quyt
nh gi tr thng hiu v bng la chn ca mnh h quyt nh s thnh
cng hay tht bi ca thng
1.1.3 Vai tr ca thng hiu
1.1.3.1 i vi ngi tiu dng
Thng hiu mang n cho ngi tiu dng kh nng la chn. iu
th hin theo hai cch . Th nht , ngi tiu dng c nhiu la chn hn
v vic s tiu tin u , do s pht trin ca cng ngh v ton cu ha ,
nhng la chn ny ang tr nn gn nh khng c gii hn . Nhng , vic
ny cng khin th trng qu ng c v s cnh tranh gia cc sn phm
cng loi tr nn gay gt.
Mt thng hiu tt c th gip ngi tiu dng tit kim thi gian v
cng sc trong vic la chn. y l cch h tr th hai ca thng hiu cho
kh nng la chn ngi tiu dng. Vic xem xt , so snh nhng tnh nng ,
cht lng, kiu dng, phong cch gia cc sn phm cng loi ca cc hang
khc nhau tr nn d dng hn khi ngi tiu dng c s m bo cht lng
qua thng hiu ca nh sn xut/ nh phn phi. Thng hiu nh l mt li
ha ca nh sn xut hoc nh phn phi sn phm(ch s hu thng hiu)
v phm cht v tnh nng ca sn phm vi ngi tiu dng. Do ,
thng hiu gip gim ri ro mua phi hng khng r ngun gc , khng m
bo cht lng cho ngi tiu dng.
Bn cnh , thng hiu ca mt sn phm c th gip nhng ngi
s dng sn phm khng nh gi tr bn than. Mt s thng hiu c
gn lin vi mt mu ngi hoc mt tnh cch c trng. iu ny khin
vic s dng sn phm c gn vi nhng thng hiu ny l mt cc
khch hng a ra tuyn ngn v bn than mnh hay v mu ngi m h
mun tr thnh.
12

Mt chic ng h thng hiu Rolex c gi ln ti hng chc nghn

la. Vi rt nhiu ngi th y l mt con s khng tng , mt khon tin
khng l ch eo trn tay v thnh thong lic nhn xem mnh b kt
trong giao thng bao lu ri hay cn mt pht na l n gi hp. Nhng i
vi nhiu ngi khc , Rolex l biu tng ca s thnh t v ng cp. Mt
s ngi sn sng b ra hng chc nghn la s hu mt chic ng h
Rolex khng ch v h c th mua c n m v eo chic ng h trn
tay l th hin s thnh t v ng cp ca h. c bit trong quan h lm n
, iu ny s gip h c c s tn trng v tin tng ca cc i tc c th
mang n cho h nhng hp ng ln.
Chnh v nhng l do ny m ngi tiu dng thng n vi cc
thng hiu mnh c xy dng bi bn tm cho mnh nhng sn phm
ph hp khng ch d dng tm kim , cht lng m bo m cn p ng
c nhng nhu cu tinh thn a dng ca h.
1.1.3.2 i vi doanh nghip
Mc ch c bn ca mt doanh nghip hot ng kinh doanh l to ra
gi tr cao v bn vng cho cc khch hng , cho cng ty, nhn vin v cc c
ng. V mt trong nhng cch thc t c iu ny l xy dng mt
thng hiu mnh.
Th nht, xy dng mt thng hiu mnh mang n cho doanh nghip
li th rt to ln, khng ch v n to ra hnh nh ca sn phm v doanh
nghip m cn c ngha quan trng trong vic to uy tn cho sn phm, thc
y vic tiu th hng ho v l v kh sc bn trong cnh tranh.
Th hai, vi mt thng hiu mnh, ngi tiu dng s c nim tin vi
sn phm ca doanh nghip, s yn tm v t ho khi s dng sn phm,
trung thnh vi sn phm v v vy tnh n nh v lng khch hng hin ti
l rt cao. Hn na, thng hiu mnh cng c sc ht rt ln vi th trng
mi, to thun li cho doanh nghip trong vic m rng th trng v thu ht
khch hng tim nng, thm ch cn thu ht c khch hng ca cc doanh
13

nghip l i th cnh tranh. iu ny c bit c li cho cc doanh nghip

nh v va, thng hiu gip cc doanh nghip ny gii c bi ton hc
ba v thm nhp, chim lnh v m rng th trng.
Th ba, vi mt thng hiu mnh, doanh nghip s c c th ng
vng chc trong cc cuc cnh tranh khc lit ca th trng v gi, phn
phi sn phm, thu ht vn u t, thu ht nhn ti... Mt trong nhng kh
khn hin nay ca cc doanh nghip nh v va l vn th thng hiu chnh
l mt cu cnh ca h trong vic thu ht u t t bn ngoi. iu ny cng
d hiu, bi l rt t nh u t dm liu lnh v mo him vi ng vn ca
mnh khi quyt nh u t vo mt doanh nghip cha c thng hiu. V r
rng l vic u t vo mt doanh nghip cha c tn tui, ch ng trn th
trng s c xc sut ri ro rt cao.
Ngoi ra, nhn hiu thng mi ca doanh nghip khi thc hin
ng k s c t di s bo h ca php lut chng li nhng tranh chp
thng mi do cc i th cnh tranh lm hng nhi, hng gi.
Th t, trc nhu cu i sng v mc thu nhp ngy cng cao, nhn
thc v thng hiu ca ngi tiu dng Vit Nam cao hn nhiu so vi
trc y. Thng hiu chnh l yu t ch yu quyt nh khi h la chn
mua sm, bi thng hiu to cho h s an tm v thng tin xut x, tin
tng vo cht lng sn phm, tit kim thi gian tm kim thng tin, gim
ri ro. V vy, nu mun chim lnh th trng v pht trin sn xut- kinh
doanh, doanh nghip cn u t bi bn cho vic xy dng v pht trin
thng hiu.
Th nm, mt thng hiu mnh cn em li nhng li ch ti chnh
cho doanh nghip v c th lm tng li nhun v li c phn. Xem xt bt k
mt nhn hiu no trong s nhng thng hiu hng u th gii nh - CocaCola, BMW, American Express, Adidas, chng ta c th thy h u rt coi
trng thng hiu. Tt c nhng cng ty ln ny u coi thng hiu ca h

14

c ngha nhiu hn l mt cng c bn hng. H coi l mt cng c qun

l c th to ra gi tr trong kinh doanh.
1.1.3.3 i Vi cng ng
Thng hiu khng ch l ti sn ca doanh nghip m cn l ti sn
quc gia, khi thm nhp th trng quc t thng hiu hng ha thng gn
vi hnh nh quc gia thng qua nhn hiu, ch dn a l, c tnh ca sn
phm. Mt quc gia cng c nhiu thng hiu ni ting th kh nng cnh
tranh ca nn kinh t cng cao, v th quc gia cng c cng c trn
trng quc t to iu kin cho vic pht trin vn ho-x hi, hp tc giao
lu quc t v hi nhp kinh t th gii. Chng hn, khi ni n Sony,
Toyota, Toshiba, khng ai khng bit y l nhng sn phm ni ting ca
Nht, mc d ngy nay n c sn xut thng qua rt nhiu quc gia di
hnh thc phn cng lao ng quc t hoc di hnh thc lin doanh, lin kt
thng qua u t quc t v chuyn giao cng ngh.
1.2 Chin lc pht trin thng hiu.
1.2.1 Khi nim chin lc pht trin thng hiu.
Trc ht ta tm hiu khi nim th no l chin lc. Hin ti c nhiu
nh ngha khc nhau v chin lc, nguyn nhn c bn c s khc nhau ny
l do c cc h thng quan nim khc nhau v t chc ni chung v cc
phng php tip cn khc nhau v chin lc ca t chc ni ring.
Theo Johnson v Scholes, chin lc c nh ngha nh sau : Chin
lc l vic xc nh nh hng v phm vi hot ng ca mt t chc trong
di hn, t chc phi ginh c li th thng qua vic kt hp cc
ngun lc trong mt mi trng nhiu th thch, nhm tha mn tt nht nhu
cu ca th trng v p ng mong mun ca cc tc nhn c lin quan n
t chc.
Theo Michael Porter (1996), Chin lc l vic to ra mt s hi ha
gia cc hot ng ca mt cng ty. S thnh cng ca chin lc ch yu

15

da vo vic tin hnh tt nhiu vic v kt hp chng vi nhau ct li

ca chin lc l la chn ci cha c lm.
Tu chung li qua hai khi nim v chin lc trn th chin lc
mang tnh nh hng di hn v l kim ch nan cho cc hot ng kinh
doanh ca Cng ty, l c s xc nh phm vi th trng, phn b v khai thc
cc ngun lc hiu qu nhawmg hnh thnh cc li th cnh tranh.
T y ta c th rt ra khi nim chin lc pht trin thng hiu l
mt tp hp cc hot ng lin quan ti pht trin thng hiu c xy dng
v trin khai nhm to li th cnh tranh bn vng cho doanh nghip.
Chin lc pht trin thng hiu l tm nhn v nh hng ca doanh
nghip v di hn nhm pht trin thng hiu. nh hng v tm nhn ny
ca doanh nghip c xy dng da trn nhng ngun lc m doanh nghip
ang c, gip doanh nghip to c li th cnh tranh trn th trng v p
ng nhu cu ca ngi tiu dng v nh u t.
1.2.2. Cc bc xy dng chin lc pht trin thng hiu.
xy dng c mt chin lc pht trin thng hiu hon chnh
doanh nghip cn phi phn tch nh gi c mi trng bn trong v mi
trng bn ngoi doanh nghip. Vi mi trng bn ngoi l cc phn tch
mi trng v m v mi trng ngnh. Vic phn tch mi trng bn ngoi
gip doanh nghip xc nh c xu hng tiu dng, tnh hnh i cnh
tranh ca ngnh qua thy c nguy c thch thc v c hi i vi doanh
nghip. Phn tch mi trng bn trong gip doanh nghip xc nh c cc
li th cnh tranh ca mnh l g thng qua phn tch im mnh im yu.
Doanh nghip cn phn on c th trng xc nh c th trng mc
tiu, xc nh c sn phm chin lc, cng nh cc yu t tc ng ti
thng hiu ca mnh.
Mt trong nhng phng php ph bin v hiu qu nht trong vic
xy dng v pht trin chin lc l phng php OSTI. y l phng php
rt quen thuc vi cc CEO iu hnh cng ty bng nhng k hoch. Theo
16

phng php ny, doanh nghip phi thc hin mt chui cc hot ng
nhm xy dn c mt thng hiu mnh in m trong tm tr ca ngi
tiu dng. u tin, doanh nghip phi xc nh c mc tiu, ci ch m
doanh nghip mun hng ti (O-Objective). Tip , doanh nghip hoch
nh cc chin lc pht trin hay phng cch m doanh nghip thc hin
t c mc tiu (S-Strategy). Bc th ba, Doanh nghip a ra chin
thut, hot ng c th nhm thc hin chin lc m doanh nghip ra
(T- Tactics) v cui cng doanh nghip ln k hoch trin khai (IImplementation).
Xc nh mc tiu thng hiu
Cc nh qun tr thng hiu cho rng mc tiu thng hiu quan trng
nh bn Hin php ca mt quc gia. Mi hot ng ca vic pht trin
thng hiu u c nh hng theo mc tiu ny. Vic xc nh c mt
mc tiu ng n ph hp vi doanh nghip l rt quan trng cho s thnh
cng ca chin lc thng hiu. Trc ht n to c s cho vic la chn
ng n chin lc ca cng ty, n ni ln l do tn ti ca thng hiu v tip
n to lp v cng c hnh nh ca thng hiu trc cng ng khch hng.
c th xc nh c mc tiu cho chin lc pht trin thng hiu
tt, doanh nghip cn nhn ra c nhng c im v li ch thng hiu
ca mnh mang li cho doanh nghip, khch hng v cng ng.
Hoch nh chin lc thng hiu
Sauk hi thc hin tt bc u tin trong m hnh OSTI, doanh nghip
s hoch nh nhng chin lc thng hiu khoa hc, hiu qu v ph hp
vi tnh cht kinh doanh ca mnh. Vic hoch nh chin lc pht trin
thng hiu c xy dng da trn cc yu t nh ngun lc ca doanh
nghip, giai on doanh nghip thc hin chin lc, V cc chin lc
pht trin hng hiu phi h tr ln nhau b xung cho nhau hng ti mc
tiu chung ca chin lc c ra trong bc u tin ca m hnh ny.

17

Thit lp v thc hin cc hot ng c th

Bc tip theo sau khi doanh nghip hoch nh c cc chin
lc pht trin thng hiu ph hp, doanh nghip s thit lp v thc hin
cc hot ng c th nhm t c mc tiu pht trin thng hiu m
doanh nghip ra. Nhng hot ng ny c xy dng v thc hin da
trn cc chin lc ra gip doanh nghip c c mc tiu ngn hn.
Nhng hot ng c th m doanh nghip phi thc hin nh cng tc nghin
cu th trng, qung b thng hiu thng qua cc hot ng qung co, bn
hng khuyn mi Chin lc l nh hng v tm nhn ca doanh nghip
cn hot ng c th gip trin khai v thc hin hiu qu cc chin lc .
Ln k hoch trin khai
Nhng hot ng c th m doanh nghip thit lp phi c ln k
hoch trin khai chi tit nhm m bo n c thc hin hiu qu nht. C
c k hoch trin khai r rng v ph hp, doanh nghip s nh gi tt
nhng thun li cng nh kh khn trong qu trnh pht trin thng hiu, t
c nhng iu chnh kp thi nhm thch ng vi tng th trng, tng giai don.
Trong bn bc xy dng chin lc pht trin k trn th bc hoch
nh chin lc l trng tm, bi ch khi cc doanh nghip c c mt chin
lc ph hp da trn vic nghin cu mi trng bn ngoi v nh gi
nng lc, ti nguyn bn trong ni ti th vic thc hin chin lc mi c
tnh kh thi v mang li hiu qu. Chin lc.
M hnh OSTI l m hnh c cc nh qun tr thng doanh nghip
s dng v mang li hiu qu rt cao trong cng tc pht trin thng hiu.
Cc bc ca m hnh ny ch mang tnh cht tng i v cc doanh nghip
c th p dng n mt cch linh hot theo tnh cht ngnh ngh kinh doanh
ca mnh hay vi tng th trng khc nhau.

18

1.2.3 Cc loi chin lc pht trin thng hiu.

1.2.3.1 Chin lc pht trin thng hiu theo chiu rng
M rng thng hiu lun l mt mc tiu hng ti v l mt chin
lc quan trng ca bt k mt cng ty no nu mun pht trin thng hiu
ca h mt cch cn i v bn vng. M rng thng hiu c th thc hin
di hai hnh thc l m rng dng sn phm v ngnh ngh kinh doanh hoc
di dng m rng th trng.
M rng dng sn phm v ngnh ngh kinh doanh
Mt xu th tt yu trong kinh doanh l vic thc hin mc tiu tng
trng v pht trin ca cc doanh nghip thng qua m rng dng sn phm
v lnh vc hot ng, iu ny cng in hnh vi cc doanh nghip c tim
lc mnh. y l hot ng vi m hnh da trn gi tr thng hiu c
pht trin cc sn phm mi nhm khai thc ti a gi tr ca thng hiu. C
hai hnh thc m rng rng sn phm, th nht, khi dng sn phm mi trong
cng mt ngnh hng vi thng hiu m th vic m rng ny c gi l
m rng rng sn phm (line extension). Vi trng hp dng sn phm mi
khng cng ngnh hng vi thng hiu m th y c gi l hot ng m
rng ngnh hng (category extension).
M rng thng hiu theo cch ny c nhn nh nh l vic da
vo ti sn thng hiu c bn cc sn phm mi. Chng hn nh vic
Starbucks ban u ch bn cc sn phm lin quan ti c ph th nay dng
chnh thng hiu ny co dng sn phm mi nh l nc p tri cy hay cc
loi ru.
Mt im ng ch l thng cc doanh nghip thng rt hay mc
phi sai lm khi thc hin chin lc m rng thng hiu thng qua m rng
dng sn phm mi, l v cc doanh nghip thc thc hin m rng mt
cch thiu kim sot. Chnh iu ny l nguyn nhn khin thng hiu c
ca h b pha long v mt i c tnh v bn sc thng hiu. Nhiu cng ty
sau khi thnh cng trong lnh vc no nn h c tim lc thc hin m
19

rng kinh doanh sang lnh vc mi. H t ra qu t tin v ngh rng ch cn

vn vo nghin cu sn xut trong khi vn khai thc thng hiu c, vic
m rng c thc hin nhanh chng trong thi gian ngn v iu ny dn
n nhng bi hc v s tht bi to ln.
u im ca chin lc m rng dng sn phm v lnh vc kinh
doanh l t tn km v chi ph v tn dng c thng hiu c v h thng
phn phi sn c. Cc doanh nghip c th tit kim c hng triu USD 1
cho vic xy dng mt thng hiu mi.
Chin lc m rng thng hiu theo cch ny cng gip doanh nghip
p ng c nhng nhu cu a dng ca th trng v tip cn c nhng
nhm khch hng mi. iu ny s mang li doanh thu ln hn cho doanh
nghip v lm tng mc ph bin ca thng hiu i vi th trng
Tuy nhin, vic m rng dng sn phm cng khng t nhng ri.
Trc ht l to ra tnh cnh tranh ni b nhng sn phm ca chnh cng ty,
ngi tiu dng s lng tng khng bit sn phm no th ph hp vi mnh
mc d cc cng ty c gng phn on th trng v hn ch ti a s thay
th ny. V d mi y nh cc sn phm thuc dng Galaxy S ca Samsung
s khng ch chu s cnh tranh ca cc sn phm nh ca Apple, HTC,
Sony M trc tip cnh tranh ln nhau trn th trng in thoi di ng
thng minh.
Nhc im th hai l vic m rng s lm long i gi tr ca thng
hiu m, lm mt i s lin tng v lm gim gi tr thng hiu v s hp
dn ca thng hiu i vi ngi tiu dng.
M rng th trng
ng hnh cng hot ng m rng dng sn mi, cc doanh nghip
thng thc hin m rng th trng. Theo , h mang cc sn phm sn c
ca mnh ti cc th trng mi lm tng doanh s bn hng, ko di vng
i ca sn phm v hn ht l ph bin thng hiu.
1

USD: la M

20

Vic m rng th trng thng c ngi tiu dng d dng chp

nhn v cc sn phm ny c thng hiu. V d in hnh nh l vic
Honda thnh cng trong vic a cc sn phm m t hai bnh vo th trng
Thi Lan v tip l Vit Nam, nhng sn phm ny c ngi tiu dng
n nhn nhanh chng v thng hiu Honda c ph bin mt cch nhanh
chng ti cc th trng ny.
Vic m rng th trng c nhng thun li l vy, nhng cng khng
t nhng thch thc ch n cc doanh nghip khi thc hin chin lc ny.
l nhng bt ng v ngn ng, vn ha, thi quen v th hiu tiu dng
Tt c nhng yu t trn cn c doanh nghip nm bt v c nhng iu
chnh linh hot thch ng.
Chin lc m rng th trng c cc doanh nghip thc hin thng
qua hai knh chnh l hnh thc lin minh thng hiu v nhng quyn s
dng thng hiu.
Th nht, hnh thc lin minh thng hiu, y l vic hai cng ty to
thnh mt lin minh to ra tnh cng lc trong hot ng marketing. Cc
doanh nghip lin minh vi nhau v h mun tip cn vi khch hng hin ti
ca i tc, chia s chi ph v ri ro trong hot ng kinh doanh ti th trng
mi, ngoi ra hnh thc ny cng gip cc cng ty chia s ngun lc nhm b
tr cho nhau trong hot ng kinh doanh ca mnh. V d, Starbucks lin
minh vi cc doanh nghip a phng nhm tn dng c mi quan h sn
c v s am hiu ca cc doanh nghip ny i vi th trng. Chiu ngc
li, Starbucks c tim lc ti chnh cp cho cc i tc ny v c bit l
h c th kinh doanh di thng hiu c gi tr khng l Starbucks.
Chin lc m rng th trng cn c thc hin ph bin qua knh
th hai l nhng quyn kinh doanh. Ty theo mc chuyn giao v hp tc
kinh doanh m c th thc hin di dng cp giy php kinh doanh hay
nhng quyn thng mi. C rt nhiu thng hiu thnh cng vi cch lm
ny c bit l cc doanh nghip trong lnh vc n nhanh nh Mc.Donald,
KFC hay Starbucks.
21

1.2.3.2 Chin lc pht trin thuong hiu theo chiu su

y l chin lc pht trin thng hiu v mt cht, theo doanh
nghip s quan tm ti vic tng cng hnh nh thng hiu thng qua cht
lng sn phm, dch v khch hng, trch nhim ca doanh nghip vi nhn
vin v vi cng ng, Nhng yu t to thm c tnh v bn sc cho
thng hiu.
Chin lc ny c thc hin ch yu thng qua cc hot ng nh
qung b thng hiu, bo v thng hiu, i mi thng hiu v cng vi
l qu trnh xy dng mt vn ha doanh nghip mnh giu c tnh.
Qung b thng hiu
Cng vi s pht trin kinh t, s tin tin ca cng ngh, xu hng
ton cu ha, tt c to nn s bng n thng tin. iu ny v hnh chung to
rt nhiu thun li cho cng tc qung b thng hiu cho cc cng ty. Qung
b thng hiu thng qua qung co, PR, gi c hoc bng chnh sn phm l
nhng cch ph bin m cc doanh nghip thc hin.
Khng mt thng hiu no tr nn ni ting m khng thng qua
qung co, d bng cch ny hay cch khc. Qung co l hnh thc tuyn
truyn, gii thiu thng tin v sn phm, dch v, tng, hay v chnh cng
ty. Qung co l n lc nhm tc ng ti hnh vi, thi quen mua hng ca
ngi tiu dng thng qua nhng thng ip bn hng.
Bn cnh phng thc qung b thng hiu thng qua qung co, cc
doanh nghip cn thc hin cng tc PR nhm thit lp lng tin, xy dng gi
tr, duy tr sc mnh v sc sng cho thng hiu
Bo v thng hiu
Khng c mt thng hiu no c th t trng tn v pht trin sau
khi c xy dng m n lun cn c bo v. Cng tc bo v thng hiu
phi c thc hin trn c gc khch quan v ch quan. Theo , cc
doanh nghip cn phi kin quyt u tranh vi mi hot ng vi phm
thng hiu trn th trng nh cng tc chng hng gi hng nhi hay nhng
22

hot ng c tnh lm tn hi n thng hiu ca cc i th cnh tranh.

Khng ch dng li doanh nghip cn thc c chnh bn thn doanh
nghip cng c th l nguyn nhn dn ti vic ph hoi thng hiu ca
mnh. V d nh s i xung v cht lng sn phm, s bt mn ca nhn
vin, hay nghim trng hn c l vic lm tn hi ti li ch ca cng ng
nh v d gn y nht ca cng ty Vedan vi vic x thi ra sng Th Vi.
i mi thng hiu
Cch tn v i mi l hot ng th hin n lc v s cu tin ca
doanh nghip trong vic p ng nhng nhu cu thay i ca khch hng.
Khng ch dng li , hot ng ny nh l mt li cam kt ca doanh
nghip vi khch hng v vic lun cung cp nhng sn phm tt hn.
Hot ng i mi thng hiu trc ht c th hin thng qua
nhng yu t nh logo, khu hiu, bao b, i mi hnh nh thng hiu
nhm bt kp vi s thay i ca mi trng kinh doanh, hay s thay i theo
tro lu ca x hi. Vic thay i cng th hin vic khng ngng sng to
hnh tng mi ca thng hiu.
Thng thng cc doanh nghip ch trng ti nhng thay i v bao b
cho sn phm ca mnh. V y l yu t i din ca thng hiu m trc
tip tip xc v d dng gy c n tng vi khch hng. Tuy nhin lm
mi thng hiu l mt qu trnh lu di v phi c thc hin vic i mi
trn tt c cc yu t cu thnh thng hiu t cc yu t bn ngoi n
nhng yu t v hnh nm su bn trong.
Vn ha thng hiu
Vic xy dng vn ha doanh nghip l cng vic kh khn nht, i
hi s u t nhiu nht c v ti chnh ln thi gian. Tuy nhin, n cng s l
gi tr ct li nht v em li nhng bn sc ring nht cho thng hiu ca
cng ty.
Bt k mt doanh nghip no nu thiu i yu t vn ha, tri thc th
kh ng vng c. l vn ho ca mt t chc v vy n khng n
23

thun l vn ho giao tip hay vn ho kinh doanh nh ta thng ngh. Vn

ha doanh nghip khng phi l nhng khu hiu ca ban lnh o c treo
trc cng, trn hnh lang hay trong phng hp. ch l mun, tng.
Nhng g chng ta mong mun c th rt khc vi nhng gi tr, nim tin,
chun mc c th hin trong thc t v trong cc hnh vi mi thnh vin
doanh nghip.
Vic xy dng vn ha doanh nghip cng cn c thc hin mt
cch tng th da trn mt hnh nh c nh v t ban u. Vic xy
dng vn ha doanh nghip cn c thc hin t nhn yu t vt l ti
doanh nghip nh ng phc, mu sc, m thanh, kin trc, Cho ti cc
yu t v hnh nh cch ng x ca cc thnh vin trong cng ty vi nhau,
cch m doanh nghip cam kt vi cc vn ca x hi.

24

CHNG 2: CHIN LC PHT TRIN THNG HIU CA

STARBUCKS.
2.1 Gii thiu v Starbucks.
2.1.1 Qu trnh hnh thnh v pht trin ca cng ty.
Ca hng Starbucks u tin c m ti Seattle, Washington, vo
ngy 30 thng 3 nm 1971 vi s hp tc ca 3 thnh vin: gio vin ting
Anh Jerry Baldwin, gio vin lch s Zev Siegl, v nh vn Gordon Bowker.
C ba gp vn m mt ca hng ly tn l "Starbucks c ph, tr, v n
nh" Pikes Place Market, mt khu vc ng khch du lch thuc Seattle. Ba
i tc u tin ny cng c s thch ung nhng loi tr v c ph ngon, c
trng; h cng tin tng s to dng c mt nhm khch hng ring ca ca
hng mnh, ging nh mt s ca hng khc Vnh San Francisco lm.
T 1971-1976, ca hng Starbucks u tin c m ti s 2000 i l
Western; n sau c di di n s 1912 Pike Place, v hot ng n
ngy nay. Trong nm u tin hot ng, h mua ht c ph xanh t Peet,
sau bt u mua trc tip t ngi trng. n nm 1972, ca hng
Starbucks th hai c m.
n u nhng nm 1980, cng ty ca ba i tc xut thn khoa hc
c bn ca hng Seattle v h c th t ho bi cng ty lin tc c li k t
khi bt u m ca.
S i thay ca Starbucks ch thc s bt u khi Howard Schultz, mt
trong nhng ngi sng lp lm gim c v trc tip ph trch hot ng
marketing ca cng ty. L mt ngi ht sc nng ng v nhiu tng,
Howard Schultz ph php bin Starbucks t con s khng tr thnh mt
thng hiu t gi bc nht th gii. S hnh thnh v i ln v cng ngon
mc ca Starbucks l c bt u t mt s tnh c. Ma h nm 1983, gim
c marketing Howard Schultz i ngh ti chu u. n Italia, Howard ln
u tin c thng thc nhng chn c ph Espresso. i u ng cng thy
25

c cc qun bar c ph. V qun c ph no ng cng thy ngi dn

mi tng lp khoan khoi thng thc v ng ca tng git c ph. tng
phi t m cc qun c ph theo ui Howard Schultz t . Quyt tm
nhng rt bi bn, Howard Schultz lp hn mt k hoch kinh doanh th
nghim., ng ri Starbucks m ca hng ring. Nm 1987 ng mua li
Starbucks vi c thy 6 ca hng ti thi im .
Vi s iu hnh ca Howard Schultz cng ty c giai on pht
trin mt cch ngon mc trong sut giai on sau , Starbucks n nm
1998 c trn 1.500 ca hng Bc M v khu vc vnh ai Thi Bnh
Dng, h thng vn tip tc m rng vi tc trung bnh l hn mt ca
hng mi ngy. Doanh thu nm 1997 t 967 triu USD v li nhun nm
1997 cng t mc cao nht t trc thi im : 57,4 triu USD. i th
cnh tranh st sn nht ca Starbucks cng mi ch c trn 300 a im bn
l. T nm 1992, khi cng ty bt u tr thnh cng ty cng chng, c phiu
ca Starbucks tng gn 9 ln2.
Qu trnh pht trin ca Starbucks khng t khi gp phi nhng kh,
nhng sai lm trong chin lc pht trin. in hnh l trong cc nm 20072008, Starbucks ri vo mt cuc khng hong nghim trng. Nm 2007 i
vo lch s ca Starbucks nh mt nm ng qun nht. Gi c phiu ca
cng ty theo ch s Nasdaq ca th trng chng khon Ph Wall st gim
42% trong nm , a Starbucks tr thnh mt trong nhng c phiu c mc
gim im t nht trong lch s cng ty. Tuy vy, nhng kh khn m
Starbucks gp phi khng hon ton do sai lm ca cng ty. Gi nguyn vt
liu u vo khi thi k nh cao, buc hng phi tng gi bn sn phm.
Trong khi , ni lo suy thoi v lm pht buc ngi tiu dng, nht l ti th
trng ln nht ca Starbucks l Bc M, phi tht lng buc bng khin
doanh thu ca hng lao dc. Ngoi ra, cc hng n nhanh nh McDonalds
2

Kevin Lane Keller, 2001, Havard Business Review on Marketing, Harvard Business School
Publishing Corporation, United States of America.

26

cng a ung c ph vo thc n, ht mt ca Starbucks mt lng

khch hng hng khng nh.
Nhng trong thi im kh khn , Starbucks li mt ln na cho
thy sc mnh ca mt thng hiu hng u vi ti lnh o ca CEO
Howard Schultz cng vi hng lot nhng ci t mnh m mang tnh chin
lc. Chui ca hiu c ph ln nht th gii ny vt qua c sng gi
vi doanh thu ca qu mt nm 2009 t 2,7 t la M, li nhun rng t
242 triu la M, tng 300% cng k nm 2008, nm m tnh hnh kinh
doanh ca Starbucks gp kh khn. (Phng Cng nghip v Thng mi Vit
Nam VCCI, 2010, Starbucks coffee Thu gn v tr v c bn, Tp ch
Business Biweekly s 56 (06/2010), Tr. 36-37).
2.1.2 Tnh hnh kinh doanh ca cng ty.
Sau hn 40 nm thnh lp, Starbucks lun l cng ty dn u th trng
v doanh s bn l c ph v l mt trong s nhng thng hiu mnh v uy
tn nht ti M cng nh trn ton th gii.
S pht trin khng ngng ca cng ty c th hin thng qua s a
dng ha v dng sn phm nh cc loi ung t c ph, nc p hoa qu,
cc loi bnh, salad, ru, cho n nhng thit b pha ch c ph hay cc sn
phm lin quan ti m nhc. Tt c cc dng sn phm ca Starbucks u c
doanh thu cao trong cc nm gn y
S ln mnh ca Starbucks cn c nhn thy r rt hn thng qua
vic lin tc m rng th trng c v s lng v cht lng, hin Starbucks
c khong gn 8000 ca hng theo dng cp license trn ton th gii.
Kt thc nm ti kha 2011, theo thng k c chnh Starbucks cung
cp, trong nm va qua vi mc tiu a Trung Quc tr thnh th trng ln
th hai ca mnh, cng ty m 500 ca hng ti 44 thnh ph ti trung quc
v t mc tiu m thm 150 ca hng ti th trng ny trong nm 2012.
Khng ch tp trung vo th trng Trung Quc, Starbucks cn c mt k
hoch m thm 800 ca hng trn ton th gii trong nm 2012, v ng ch
27

 l cng ty s c ca hng u tin ti th trng ng dn th hai th gii

n .
Vic pht trin v m rng ca Starbucks v dng sn phm cng nh
th trng em li nhng kt qu ti chnh rt tt trong 3 nm tr li y.
y c coi l s thnh cng ln ca cng ty trong bi cnh lm n thua l
ca rt nhiu cng ty do s suy thoi v tc ng hu suy thoi ca nn kinh
t M ni ring v nn kinh t ton cu ni chung.
Bng 2.1: Kt qu kinh doanh cng ty Starbucks trong 3 nm tr li y
n v tnh: Triu la M
CH TIU

Nm

Nm

Nm

2011

2010

2009

1. Doanh thu bn hng v cung cp dch v

11.700 10.707
9.774
2. Gi vn hng bn
4.949
4.458
4.324
3. Li nhun gp v bn hng v cung cp dch v
6.751
6.248
5.449
4. Chi ph bn hng v qun l doanh nghip
4.301
4.120
3.878
5. Li nhun thun t hot ng kinh doanh
1.728
1.419
562
6. Thu nhp khc
82,6
17,6
(2,8)
7. Chi ph khc
0.0
0.0
0.0
8. Tng li nhun k ton trc thu
1.880,6 1.436,6
559,2
9. Thu thu nhp
563,1 488,7
168,4
10. Li nhun sau thu
1.248
948,3
390,8
Ngun: Bo co ti chnh Starbucks nm ti kha 2011
2.2 Thng hiu Starbucks.
2.2.1 Cc yu t hu hnh.
2.2.1.1 Tn thng hiu
Cc sn phm ca cng ty u c bit n vi tn thng hiu l
Starbucks, l nhng sn phm ho hng. Ngay t khi thnh lp, Baldwin,
Siegel, v Bowker, ba nh ng sng lp ca hng Starbucks u tin chn
tn vi mt l do l tn ny l v h ngh ci tn to ra cm gic v nhng
chuyn ra khi i bin truyn thng ca nhng li bun c ph ngy xa.

28

Hin nay, tn thng hiu Starbucks c dng cho mt danh sch a

dng nhng sn phm ca cng ty, nh cc loi ung t c ph, nc p
hoa qu, cc loi bnh, salad, ru, cho n nhng thit b pha ch c ph hay
cc sn phm lin quan ti m nhc.
2.2.1.2 Logo
Logo u tin ca Starbucks nhn ging nh mt nhn hiu thuc l vi
hnh nh Melusine (nng tin c c hai ui). V y l hnh nh ni bt nht
ca thng hiu Starbucks t k t khi xut hin, nng tin c xut hin trong
logo ca Starbucks cng chng xut pht t thn thoi Hy Lp m t mt bc
tranh khc g ca ngi Norse 3 th k 16. Mt nh vn chu trch nhim v
hnh nh logo ca Starbucks gii thch ngi thit k logo cho Starbucks pht
hin ra nng nh th no bng vic nghin ngm cc cun sch v hng hi
vi hy vng tm thy iu g c th nm bt c lch s i bin ca c
ph v ci ngun pht trin cng bin ca Seattle. ng tip tc m t biu
tng gc nh mt b n quyn r pha trn vi ch hng hi. y l
mt nhn vt c tin l c sc quyn r c bit trong truyn thuyt, mang
nt tng ng vi hng v hp dn m tr, caf, gia v mang li cho
nhng ngi thng thc.
Khng lu sau , vo nm 1987, ng ch Starbucks quyt nh bn
doanh nghip v Howard chultz nhanh chng nhy vo thng v v i
tng sang kinh doanh caf hi nh m hnh ng lm I1 Giornale. Ngi
thit k logo cho ca hng I1 Giornale t vn cho Schultz C th thy
logo c mt phn ging nh logo I1 Giornale. Nng tin c c tnh hn,
ngc c giu i, nhng ci rn th vn cn. Tc gi gii thch rng: Ti
thit k mt logo mu xanh nguyn hnh nng tin c vi mt tng mnh
m, n gin hn. Ch c v tay v da vo font Franklin Gothix. Ti
trnh by vi Howard bng mu xanh v , v anh y chn bng mu xanh.

Ngi Norse: Cng ng ngi c sng vng bc u

29

Thng 3 nm 2011, Starbucks gii thiu Logo ca mnh, theo logo

mi s b t Starbucks Coffee vng ngoi ca logo c. Vic thay i logo
ln th t trong lch s 40 nm. L do thc s dng nh l do Starbucks
mun biu tng yu qu ca mnh, Siren- n thn mnh ngi ui c
c t do - t do lan ta nh sng tnh yu ra khp th gii.
Theo cc tc gi chu trch nhim v logo ca Starbucks gii thch
Hnh nh nng tin c mang ngha l mt ngi k chuyn, mang theo cu
chuyn v Starbucks ti tng lai v ghi nh qu kh v lun lun khi
ngun cm hng cho chng ta v thc y chng ta hng ti tng lai. V
nng cng l mt li ha, li mi gi tt c chng ta tm ra nhng g ta ang
tm kim, thm ch cho d l mt iu m ta cha tng tng tng n.
S i mi ca Starbucks v hnh nh logo nhm gii phng Siren khi
vng trn bn ngoi, bin nng thnh iu c tht, thnh khun mt cho
mng ca Starbucks Nng ng khng c g rng buc, chia s cu
chuyn ca chng ti, mi gi tt c chng ta khm ph, tm hiu nhng iu
mi m v kt ni vi nhau. V nh thng l, nng thc gic chng ta
hng ti pha trc tm kim nhng iu mi m.
Vic thay i logo mi y cng l bc i ca Starbucks cho thy h
s c s m rng nht nh v thng hiu ca mnh vi nhng sn phm
mi, nhng th trng mi.
V mu sc ca logo, t phng din tm l hc, mu xanh, dng trong
logo Starbucks, s kch thch s them n. l l do ti sao cc nh hng v
tim c ph thung dng mu xanh trong thit k logo. Mt tnh cht khc ca
mu xanh l sc mu ti v thu ht s ch . Nhn chung, mu ny bao hm
ngha sc khe, ti mt v m m. Gam mu m nht cng c ngha
khc nhau. Chng hn mu xanh l cy m biu trng cho s giu c v
thanh th. Mu xanh l cy nht th hin s m m. Mu xanh l cy cng
th hin s tng ng vi nt vn ha ca Starbucks, c th coi nh l

30

mt hnh nh th hin Starbucks l mt doanh nghip xanh, mt doanh nghip

v cng ng.
2.2.1.3 Khu hiu
Tri qua cc giai on khc nhau Starbucks c s thay i qua mt
vi khu hiu nh "its not just coffee its starbucks", "Coffee is culinary hay
mi y l Lets Merry. C mt im chung ca tt c nhng khu hiu ny
u m t v cm nhn v tri nghim ca khch hng, y cng l mc tiu
m thng hiu c ph ny mong mun mang li cho nhng khch hng ca
h. l s vui v v thoi mi mi khi khch hng n vi cc qun c ph
ca Starbucks.
2.2.1.4 m nhc c trng
Vic thng thc c ph v m nhc ng thi ti cc ca hng ca
Starbucks tr thnh thi quen ca rt nhiu ngi. Khng lu sau
Starbucks cho ra i nhng CD c nhng bi ht do chnh h tp hp li.
Nm 1999, Starbucks mua mt cng ty chuyn v chn v phi m, v
giao cho h nhim v xy dng s hin din ca nhn hiu Starbucks qua
nhng bi ht.
2.2.2 Cc yu t v hnh
Ci g m khch hng thc s mun mua khi h n vi mt qun c
ph ca Starbucks? N chc chn khng phi ch l nhng sn phm ca cng
ty m cn l nhng dch v ho hng, thng hiu v rt nhiu cc yu t v
hnh khc (Kevin Lane Keller, 2001, Havard Business Review on Marketing,
Harvard Business School Publishing Corporation, United States of America).
iu ny cho thy tm quan trng v gi tr ca cc yu t v hnh ca
thng hiu Starbucks, vi ngi M, Starbucks khng ch l mt thng
hiu c ph m hn th n cn l mt vn ha c ph thc s ca h. l
nhng g m Starbucks t c trong chin lc pht trin thng hiu ca
mnh, mt vn ha c ph gn lin vi mt thng hiu mang tn Starbucks.

31

Khng t tha mn vi nhng g t c, Starbucks tip tc y

mnh cng tc pht trin thng hiu thng qua xy dng nhng yu t v
hnh cho thng hiu ca mnh. Thng qua vic xy dng vn ha doanh
nghip, hnh nh thng hiu Starbucks lun l hnh nh ca mt thng hiu
v cng ng, ti M Starbucks to ra hng nghn vic lm mi gip lm
gim ng k t l tht nghip. Ti cc nc chu Phi ni m c cc nng
tri cc n in cung cp c ph cho Starbuck, cng ty gip rt nhiu
nng dn ti y thot ngho thng qua vic h tr k thut canh tc, cung
cp min ph ht ging, thu mua c ph vi gi cao, hay thm ch h cn xy
dng xy dng bnh vin, ng x v trng hc cho con em nhng ngi
nng dn ti y.
2.3 Chin lc pht trin thng hiu ca Starbucks.
2.3.1 Mc tiu chin lc pht trin thng hiu ca Starbucks.
Trong qu trnh hnh thnh v pht trin ca mnh Starbucks lun ra
cc mc tiu rt c th cho chin lc pht trin thng hiu ca mnh.
Th nht, Mc tiu quan trng nht ca Starbucks l duy tr hnh nh
v mt thng hiu ni ting v c k vng hng u th gii. t c
mc tiu ny cng ty ang n lc cc hot ng kinh doanh v tch cc m
rng khai thc cc th trng ngoi nc M. Starbucks ang ch trng mc
tiu tng trng ti th trng ton cu, c bit l ti cc th trng mi ni
y tim nng nh Trung Quc, cc nc trong khi ASEAN, v trong nm
ti y l mc tiu thit lp c s kinh doanh ti th trng n .
Th hai, trong n lc tng trng thng qua m rng kinh doanh ti
cc th trng mi, Starbucks khng qun mc tiu duy tr bn sc thng
hiu thng qua gi gn cc sn phm truyn thng, duy tr nhng tri nghim
khc bit m ca hng ca h v ang mang li cho khch hng. Khng
ch dng li , cng ty cn n lc cc hot ng nghin cu v i mi
nhm gii thiu ra th trng cc sn phm mi p ng v thch nghi vi
nhng s thay i trong tiu dng hay l s khc bit v nhu cu ti cc th
trng khc nhau.
32

Mc tiu tip theo trong chin lc pht trin thng hiu v chin
lc ton cu ha ca mnh Starbucks l tr thnh mt doanh nghip c trch
nhim vi cng ng v cam kt vi cc vn x hi. Starbucks c bit
n l mt trong nhng cng ty u i ngi lao ng nht. Tt c nhn vin
ca Starbucks u c ng bo him cng vi cc ch khen thng theo
k kinh doanh. Starbucks cng l doanh nghip ginh c nhiu thin cm
ca ngi dn M v nhng ng gp ca h cho cng ng v cng ty lun
mun duy tr hnh nh ny v n tr thnh kim ch nan cho cc hot ng
kinh doanh ca mnh.
2.3.2 Phn tch chin lc pht trin thng hiu ca Starbucks.
2.3.2.1 M rng thng hiu.
M rng sn phm
Nm 2011, Starbucks thay i hnh nh logo ca mnh, theo logo
mi s khng cn dng ch Starbucks coffe, y c coi l bc i u
tin trong qu trnh m rng thng hiu ca cng ty. L do chnh chnh m
dng ch Starbucks coffe c b i l vic cng ty ang c k hoch tung
ra cc sn phm ch khng ch gii hn trong cc sn phm t c ph v lin
quan ti c ph.
Vic m rng sn phm ca Starbucks c thc hin mt cch mnh
m theo c hai hng l chiu dc v chiu ngang.
Theo chiu dc l vic cng ty a ra cc dng sn phm khc nhau
nhm ph hp vi kh nng khc nhau ca cc nhm khch hng. Cc sn
phm ca Starbucks cng l c ph Starbucks nhng h rt nng ng v linh
hot khi thit k qun c ph ca mnh. Ti khu vc sn bay hay ti cc trung
tm ti chnh, cc trung tm thng mi ni ting th c ph Starbucks l mt
qun bar sang trng v theo cng l nhng ly c ph t tin. C th iu
ny mi ph hp vi cc doanh nhn, cc ng ch v cc nh qun l cp cao.
Nhng ngi ny lun tm thy c ph Starbucks ni thch hp m
phn, hay th gin trn chic salng c sch bn ly c ph. Th nhng ti

33

cc siu th, bn tu, trng i hc hay khu du lch ng ngi th Starbucks

li c nhng c ph Starbucks rt bnh dn. y khng c nhng chic chn
s sang trng hay ly thy tinh sng bng. Thay vo ngi ta li thy nhng
chic cc, dng bng giy carton hay bng nha mng rt tin li kiu
M nh bt k ti mt ca hng n nhanh no.
Khng ch dng li vi vic m rng sn phm theo chiu dc nhm
ph hp vi kh nng ca khch hng, chin lc m rng sn phm ca
Starbucks cn c thc hin theo c chiu ngang. Theo , cng ty pht
trin cc dng sn phm nh cung cp m nhc, ru, bnh v s c nhiu
nhng sn phm ph hp vi nhu cu ca th trng na c cung cp sau
khi Starbucks thit lp hn mt n v kinh doanh chin lc cho cc dng
sn phm mi v trung tm nghin cu ti Thng Hi, Trung Quc. Mt v
d thnh cng ca Starbucks gn y l c ph ha tan Via, loi c ph ha
tan ny thnh cng ln, khng ch bn chy M m cn c mt ti Anh,
Canada, Nht v Philipines.
Sut ma h va qua, bo co cho thy nhng thay i mnh m ca
thng hiu ny trn cc quy hng bn l, Starbucks tuyn b rng cng
ty ny s tin hnh phn phi cc sn phm c ph ng gi v tr Tazo vi
s tr gip ca Acosta Sales & Market l trung gian phn phi ca h.
Acosta hp tc vi Starbucks t khi thng hiu c ph ha tan VIA c
gii thiu ra th trng.
Mt phn chin dch dnh cho mng bn l s bao gm Seattle Best
Coffee - mt thng hiu c Starbucks mua li v ti nh v thng
hiu vo thng Nm va qua, v trong thng ny h s bt u ra mt bao b
mi cho cc sn phm ca mnh. Starbucks cng ln k hoch tip tc vic
m rng thng hiu Seattles Best Coffee nh mt thng hiu bn l c
lp, Chng hn, mt qun bar Seattles Best Coffee ang c m th im ti
trung tm thng mi Walmart Canada.
Starbucks vi tham vng nng cao gi tr thng hiu bng vic tham
gia cc th trng mi, a ra cc dng sn phm mi. Tuy nhin, cng ty
34

cng khng qun vic gn gi nhng gi tr ct li ca mnh bng vic m

rng cc dng sn phm trong khun kh cc sn mi u c lin quan ti
nhng sn phm c trong chnh c tnh ca sn phm hay l nhng nhu cu
s dng kt hp ca ngi tiu dng. Tt c nhng yu t trn s m bo
thnh cng cho Starbucks trong qu trnh m rng sn phm, m rng thng
hiu v trn tt c l nng cao gi tr ca cng ty.
M rng th trng
Song hnh vi vic m rng cc dng sn phm mi lun l qu trnh
m rng th trng, y l hai hot ng b tr cho nhau nhm m bo mc
tiu tng trng ti tt c cc cng ty.
Ti Starbucks hot ng m rng th trng c thc hin theo hai
knh chnh. Th nht, cng ty t ng ra m v vn hnh cc ca hng mi
ti th trng mi. Theo s liu t chnh bo co ca cng ty, cc ca hng do
chnh Starbucks vn hnh ny em li cho cng ty ngun doanh thu quan
trng nht vi mc 53% doanh thu hng nm. Tuy nhin, vic m rng th
trng ca Starbucks li da ch yu vo knh cp lisence, theo thng k do
chnh cng ty cng b th cc ca hng Starbucks theo dng cp php ny
ng gp 63% vo doanh thu ca cng ty ti th trng quc t. Vic thc
hin cp php m cc ca hng mi cho php Starbucks y nhanh hot
ng m rng th trng v tn dng c ngun nhn lc am hiu th trng
m vn c th tit kim cc ngun lc dnh cho vic thit lp cc ca hng
mi do chnh h iu hnh. Hin Starbucks thc hin cp lisence ti hu khp
cc th trng quan trng trn th gii vi s lng theo khu vc sau y.

35

Bng 2.2: S lng ca hng cp php ca Starbucks nm 2011

n v tnh: Ca hng
Chu Thi Bnh Dng
Chu u-Trung ng
Nht Bn
935
Th Nh K
153
Hn Quc
367
Anh
128
i Loan
249
Cc Tiu Vng
94
quc Rp
Trung Quc
218
Ty Ban Nha
75
Philipines
183
Kuwait
67
Malaysia
121
Rp S t
65
Hong Kong
117
Hi Lp
59
Indonesia
109
Nga
52
Newzeland
35
Cc nc khc
169
Tng s
2334
Tng s
862

Chu M
M
4082
M Xi C
318
Canada
284
Cc nc khc

92

Tng s

4776

Ngun: Bo co hot ng kinh doanh nm ti kha 2011 ca Starbucks.

Hot ng kinh doanh ca Starbucks hin c chia thnh hai khu vc
chnh, mt ph trch th trng M v mt chuyn trch mng kinh doanh
quc t.
Theo k hoch, hng s c cu thnh ba chi nhnh: chu M, Trung
Quc - chu Thi Bnh Dng, chu u v cc th trng cn li (gm
chu u, Trung ng, Nga v chu Phi). Starbucks cng b nhim lnh
o cho tng chi nhnh ny. iu ny m bo c vic kim sot qu trnh
m rng th trng ca cng ty.
Hng tin AP dn li Gim c iu hnh Starbucks, ng Howard
Schultz, cho hay: Khi chung ti xem xt k cac c hi m chng ti c trn
th trng th gii, chng ti ngh rng ti lc phi iu chnh li c cu v
y mnh nhng nng lc tt nht ca mnh.
Cng trong k hoch ci t c cu va cng b, chui ca hng c ph
danh ting ny bt m, hng c nh tin qun vo th trng n trong
nm 2012 v tip l Vit Nam vo nm k tip.
Mt v d thnh cng ca starbucks trong vic m rng th trng
chnh l thnh cng ca h ti th trng ng dn nht th gii, Trung Quc.

36

Starbucks m hn 500 ca hng khp Trung Quc v li nhun

tnh trn mi ca hng y cao hn so vi chnh nc M. Thnh cng
ca Starbucks trong vic m rng th trng cng c nh gi cao khi ti
th trng Trung Quc chng kin tht bi ca rt nhiu cc nhn hiu
thc phm v ung phng Ty ni ting nh Dunkin Donuts, Krispy
Kreme v Burgers King.
iu m Starbucks lm c Trung Quc l mt minh chng hng
hn cho vic cc nhn hiu thc phm vn c th t c thnh cng mc d
gi c nhn cng, mt bng v c mc cnh tranh u ang tng ln chng
mt ti th trng ny.
Vic tham m rng th trng ca Starbucks lun c thc hin rt
bi bn v ti mt th trng y tim nng v quan trng nh Trung Quc
iu ny cng c th hin r rt. Thay v vic ch tp trung tng doanh s
bn hng v ch n gin l a nhng sn phm ti th trng c sang mt
th trng mi, v nh, a ra th trng Trung Quc nhng sn phm
thnh cng nc M nh c ph thng thng. Starbucks thc hin cng
tc nghin cu th trng k lng trc khi tham gia v sau h pht
trin thm nhng hng v mi cho c ph ca mnh nh v tr xanh hp
vi khu v ca ngi dn Trung Quc v pht trin dch v ti ch nh bng
cch cung cp mt khng gian thoi mi tin nghi cho mt th trng ch c
mt vi nh hng c trang b iu ha nhit , Starbucks tr thnh mt
im gp mt l tng cho c mc ch cng vic ca gii vn phng hay t
tp bn b.
Ni cch khc, Starbucks u t c mt m hnh kinh doanh ti
u nht cho ch ring th trng Trung Quc, ch khng ch my mc mang
tt c nhng g gip hng thnh cng M sang p t cho Trung Quc
nh rt nhiu hng khc lm v phi chu tht bi.
T hot ng nghin cu th trng mt cch k lng gip
Starbucks xy dng hnh nh cho mnh nh mt sn phm biu hin a v v
37

thnh cng trong cuc sng. Mt cc c ph bn ra Trung Quc c gi t

hn so vi M. Vic ung c ph Starbucks gi c coi nh mt biu tng
ca a v, mt cch th hin phong cch, s sn sng chu chi ca tng
lp trung lu ca Trung Quc.
Chin lc t gi cao cho cc sn phm c bit ca Starbucks gip
cho li nhun ca cc nh hng Trung Quc nhiu hn li nhun M, mc
d doanh thu y vn thp hn. Trn ton chu , li nhun hot ng ca
Starbucks l 34,6% cho nm 2011, cao hn kh nhiu so vi 21,8% M 4.
Qu nhiu nhn hiu vi v gim gi thnh sn phm tng th phn
nhng trn thc t, h nn hng n li nhun cui cng c th pht trin
bn vng c.
Chin lc gi ny ca Starbucks khng nhng ph hp vi nhu cu
ca th trng m cn cho php hng lin tc a ra nhng sn phm c bit
em li li nhun cao, chng hn nh mt b qu tng, b p cho chi ph
nguyn liu tng cao. Khi m t l th ha ca Trung Quc mc cao, cc
cng ty cn thc hin cc chin thut cn thit gii quyt vic tng gi
hng ha nguyn liu.
Thnh cng ca Starbucks ti Trung Quc cng mt phn l nh vic
h c nhng chin thut tuyt vi trong vic thu, gi chn v o to
nhn vin. T l b vic trung bnh Trung Quc cao nhng Starbucks c t
l b vic thp hn nhiu so vi mc trung bnh ny v hng c nhng gi
lng thng ho phng, to ra mi trng lm vic tt v to c hi thng
tin cho tt c nhn vin. Cc nhn vin ca Starbucks cng lun cm thy
hnh phc v t ho vi v tr ca mnh v h chia s nim hnh phc v
s hi lng ti khch hng thng qua nhng sn phm dch v hon ho
hn. Dch v ca Starbucks c th c t ngang hng vi dch v ca nhiu
khch sn nm sao. Trong mt cuc phng vn vi vi trm khch hng
thnh ph Thng Hi, phn ng cho bit h thch ung cc sn phm ca
4

Bo co ti chnh Starbucks nm ti kha 2011

38

cc i th cnh tranh hn nhng vn tip tc quay li vi Starbucks v cht

lng phc v tuyt vi y.
Ti Starbucks, nhng gi tr m hng ang cung cp cho ngi Trung
Quc khng ging vi nc M. H c th iu chnh m hnh kinh
doanh thch nghi vi mi trng kinh doanh mi m vn bo ton c
nhng gi tr ct li ca mnh. l l do ti sao Starbucks tr thnh mt
nhn hiu ton cu, hin din v thnh cng khp cc nc trn th gii.
2.3.2.2 Qung b v bo v thng hiu.
Qung b thng hiu qua phng thin truyn thng k thut s.
Chui ca hng c ph Starbucks ang d nh xy dng mt s kt
ni su sc hn vi khch hng bng vic cung cp thm cc ni dung gii tr
min ph i km dch v Wi Fi khng tr tin ca mnh, vi s hp tc ca g
khng l trong lnh vc trc tuyn Yahoo.
qung b cho vic gii thiu h thng ny, Starbuck hin ang cung
cp cc bi nhc, on phim v quyn c sch min ph cho khch hng.
Chui ca hng ny hin ang b dn k hoch cung cp mng khng
dy M trc , khi h khng cn i hi ngi dng cn phi c mt tm
th khch hng trung thnh hay phi mua thm gi s dng Wi Fi c th
truy cp mng trong cc ca hng ca mnh ti th trng ny.
Hin vic gii thiu h thng ny ra ngoi nc M vn cha c lm
r, tuy nhin bo co cho thy y l mt cuc th nghim Starbuck trin
khai k hoch ra th trng ton cu.
Dch v ny s em n su knh phc v khch hng: Tin tc, Gii tr,
Sc khe, Kinh doanh, Ngh nghip v knh ca Starbucks c c nhn ha
da theo ngi dng. Tt c u c s dng min ph thng qua my tnh
xch tay, tablet v nhng chic in thoi thng minh ca khch hng, v ti
hn 6.800 ca hng ca thng hiu ny trong phm vi nc M.
Cc nh cung cp ni dung cho dch v ny bao gm Wall Street
Journal, iTunes, Foursquare, LinkedIn v The Weather Channel. c bit,

39

ngi dng s khng b chn v phi tr tin trc tuyn c c ni dung

trn Wall Street Journal nh t bo ny pht ngn cui nm ngoi.
Stephen Gillett, Ph ch tch iu hnh ca Starbucks cho bit Khch
hng ca chng ti l ngun cm hng cho h thng mng k thut s
Starbucks.
"Cc khch hng ni rng h mong mun l ngi u tin bit
c nhng g ang xy ra xung quanh mnh v trn khp th gii, mun c
mt cch thc n gin khm ph ra nhng bi ht mi, nhng quyn sch
tuyt vi, nhng thc phim quan trng, v tm cch tham gia tch cc vo
cng ng ca mnh. V nh vy, h cng ang kt ni vi thng hiu ca
chng ti trn phng din k thut s bng nhiu cch.
Elisa Steele, ph ch tch iu hnh v gim c marketing ca Yahoo
pht biu: Chng ti rt phn khch khi c hp tc vi Starbucks to ra
mt n n nng ng trn mng, ni m khch hng ca Starbucks s tm
thy nhng ni dung trc tuyn c o gip h m mang kin thc v c
tnh gii tr cao.
u thng 10 ny, Starbuck tham gia dch v qung co trn di ng
ca chic O2 mi ti Anh, th sc vi vic cung cp cc mu qung co
theo a im thng qua tin nhn SMS v MMS ti khch hng s dng h
thng mng di ng.
Starbucks cng thnh lp trung tm t vn trc tuyn MyStarbucksIdea
khch hng c th cho kin, nhn xt v sn phm dch v ca cng ty v
ngh nhm ci thin hn na cht lng dch v ti chui ca hng. Cho
n nay, theo cng b ca cng ty, c 150.000 kin c gi v
MyStarbucksIdea, v kt qu l s xut hin thnh cng ca Starbucks Petites
c v von nh ba tic gia ngy v vic ti tung sn phm Mocha
Coconut Frappuccino nh thu thp phn hi v nhu cu ph bin trong cng
ng khch hng.
Marketing truyn ming (word of mouth)

40

Khi nim marketing truyn ming c cc hc gi nghin cu t

cch y 50 nm.Theo Greg Nyilasy- Trng i hc Georgia(M), thut
ng marketing truyn ming vn ban u c nh nghi nh hnh thc giao
tip bng li ni hay qung co ming , ngc vi vn bn vit hoc cc hnh
thc biu t khc,Tuy nhin, cng vi s pht trin ca marketing lan
truyn, gii nghin cu tm cch gii hn khi nim trn v i n mt
nh ngha c nhiu ngi chp nhn. Theo , marketing truyn ming l
hnh thc khuyn khch khch hng ni v doanh nghip v sn phm- dich
v ca mnh y mnh nhng kin h vi khch hng, to nn nhng mu
gi tr lm tng gi tr thng hiu.
i u trong m hnh ny l Starbucks. Chin lc marketing ca
Starbucks ng chng ta hc tp. Ngay Trong qu trnh hnh thnh v pht
trin, c ph Starbucks to cho mnh mt thng hiu c v s nhng
ngi nghin c ph nng, c bit l mt cng ng nhng tn ca
loi ung ny. John Writer Smith l mt trong s nhng ngi nghin ,
nhng c bit hn, anh c mt b su tp cng phu v nhng chuyn
ving thm cc ca hng Starbucks vng quanh th gii. John thng thc
hng v c ph thm ngon ca Starbucks ti 4.500 ca hng ti Bc M v
213 a im khc cc chu lc. John cn thn lu li nhng khonh khc
y bng hnh nh v c ngy thng gh thm ng trn trang web ring
StarbucksEverywhere.net. Trang web ny lun nm trong top 10 ca Google
khi bn tm kim t Starbucks v nghim nhin tr thnh cng c qung
co min ph cho nhn hiu c ph ny.
Khng dng li Starbucks tn dng v khai thc trit hnh
thc qung co hiu qu ny, Starbucks dng chin lc marketing truyn
gio, to ra mt cng ng nhng ngi nghin Starbucks. Hn th na,
mi nhn vin bn hng ca Starbucks u phi c tinh thn tn sng
Starbucks. H a cho nhn vin nhng cun s tay nh, trong vit nhng
khu hiu c ni dung i loi nh Starbucks l linh hn ca chng ti.
41

Thm ch, Starbucks cn t chc cc phin o to, ging dy v vn ha

Starbucks hay v nhn cch con ngi. V vy, nu bn vo mt ca hng ca
Starbucks, bn s thy r c thi tch cc v s hnh phc ca cc nhn
vin ti y, nhng ngi lun th hin tnh yu ca h vi thng hiu
Starbucks v h lun l nhng ngi kt ni tt nht vi ngi tiu dng.
Bo v thng hiu
i i vi cng tc qung b thng hiu, Starbucks cng lun ch
trng ti vic bo v thng hiu. Ngay t nhng ngy u xy dng thng
hiu, cng ty thc hin ng k bo h thng hiu ti M v cc th nc
ngoi. Vic thc hin ng k bo h c Starbucks thc hin ng thi vi
qu trnh a sn phm vo th trng v qung b cho sn phm. Song song
vi vic ng k thng hiu l qu trnh Starbucks u tranh chng li vic
vi phm thng hiu. Khng ai c th ph nhn gi tr ca thng hiu
Starbucks, n khng ch n thun l mt thng hiu vi gi tr thng
mi m Starbucks cn i din cho mt vn ha c ph c o. Vic vi phm
thng hiu ni ting ny thc hin kinh doanh tri php xy ra ti rt
nhiu th trng bao gm c th trng M v cc th trng quc t. Nm
2006, Starbucks thnh cng trong v kin bo v bn quyn chng li mt
cng ty Trung Quc hot ng di ci tn Xingbake, tn Trung Quc cho
Starbucks.
Nhm bo v thng hiu ca mnh, Starbucks lun m bo tnh nht
qun v thng tin thng hiu n vi ngi tiu dng, mi thng tin u c
th tc ng n nhn thc ca ngi tiu dng v thng hiu. Cng ty quan
tm ti c cc vn bn trong ni ti trong t chc, nhn vin lun l ngi
i din cho hnh nh thng hiu.
Starbucks to ra cc ro cn chng vi phm thng hiu, mt trong
cc ro cn l t vic m rng h thng phn phi, h thng cc ca hng,
cc i l bn l. iu ny lm tng c hi tip xc ca sn phm vi ngi

42

tiu dng thng qua lm tng kh nng nhn bit ca ngi tiu dng v
thng hiu.
Starbucks cn thit lp h thng tip nhn v phn hi thng tin v tnh
trng vi xm phm thng hiu. H thng ny gip doanh nghip c nhng
phn ng kp thi nhm bo v thng hiu v to ra lng tin v thng hiu
trong ngi tiu dng, to ra s thoi mi cho khch hng.
2.3.2.3 i mi thng hiu.
i mi v sn phm
Stabucks vn lun ch trng ti vic i mi sn phm nhm mang ti
cho khch hng nhng sn phm v dch v tt nht. Ti 800 khu vc kinh
doanh ca mnh, Starbucks lp t nhng chic my pha c ph t ng
tng tc phc v khch hng. V mt mt vi nm trc Starbucks p
dng ch thanh ton trc bng th vi cc ha n t $5 ti $500, vic
ny gip h gim c ti mt na thi gian giao dch, v h thng bo l
cung cp ti 70 triu th ra th trng.
Mt ci tin khc ca Starbucks l vic gii thiu ra th trng dch v
Starbucks Express, y l bc ci tin mang tch t pht nht t trc ti
gi da trn vic kt hp gia t hng trc tuyn v chuyn pht nhanh. Ti
60 ca hng ti khu vc Denver, khch hng c th t hng v thanh ton
trc thng qua trang web ca Stabucks Express, tt c c th thng qua in
thoi bng mt cuc gi, hay vi mt c click chut trc khi ti ca hng v
thc n ca h c thc hin xong v sn sng i h ti ca hng vi
mt ly c ph c in tn ca chnh khch hng.
Khng dng li , Starbucks tip tc n lc ci tin ca mnh vi
nhng i mi mnh m ti cc ca hng. H m rng v tng tc kt ni
internet ti cc ca hng ti hn 1200 khu vc kinh doanh ti bc M v chu
u. Starbucks gi y l d n mng wifi ln nht th gii vi vic cng tc
vi cc i tc bao gm Mobile International, nh cung cp mng khng dy
ca Deutsche Telekom v Hewlett Packard. y l tng nhm p ng
43

nhu cu internet ca khch hng v internet khi ngi thng thc nhng ly c
ph Starbucks ti cc ca hng, h c th c e-mail, lt mng, ti nhng
bn nhc hay on phim yu thch m khng cn tr bt c chi ph g.
Nhng n lc i mi khng ngng v sn phm ca Starbucks gip
thng hiu cng ty ngy cng c khch hng nh gi cao nh mt
thng hiu lun tm cch p ng tt nht nhng nhu cu cng thay i tng
ngy.
i mi v hnh nh logo
Nhng thng hiu trc y tng thay i hnh nh logo ca mnh
u vp phi s ch trch ca d lun v nhng khch hng trung thnh, v
trng hp ca Starbucks gn y cng khng phi l mt ngoi l. Logo mi
ca thng ny b nhiu khch hng thn thit ch trch khng ngt v thit k
trn hn v b lun phn tn Starbucks, ci tn i theo thng hiu ny
trong sut hn 40 nm k t khi thng hiu c ph ny i.

Tuy nhin, cng vn c nhng kin ng h vic thay i ny. Nhng

ngi ng h cho ging nhng logo kiu trn thng d hp dn khch hng
phng ng hn. Nu Starbucks mun pht trin tip nhng th trng
ny, logo mi s a h n gn vi khch hng hn. y l mt trong s
44

nhng l do khin Starbucks thay i logo ca mnh v trong qu trnh m

rng thng hiu v th trng ca h, cc th trng nh Trung Quc, Nht
Bn v cc nc thuc khu vc ng Nam trong c Vit Nam s l
nhng th trng m Starbucks ang nhm n.
Nhng chuyn gia cho rng tri vi cc yu t nhn v gc cnh, hnh
trn vn dng trong thit k logo l xu hng mi s chim lnh u th trong
tng li. Tuy nhin, nu khch hng trung thnh khng mn m vi thay i
logo, thng hiu s vp phi nhiu vn .
Winterich cng cc cng s Michael Walsh i hc Ty Virginia v
Vikas Mittal i hc Rice nghin cu tc ng ca s gn b thng
hiu n phn ng ca khch hng vi thit k logo trong bi vit ng trn
Journal of Product & Brand Management. Theo cc tc gi, nhng khch
hng cng gn b su m vi thng hiu s cng c phn ng tiu cc vi
logo mi, trong khi nhng khch hng bnh thng li xem s i mi l
bc pht trin tch cc. Ngoi ra, phn ng tiu cc ny cn c th khin
khch hng thn thit tr nn th hn vi thng hiu.
Cc thng hiu mnh nh Starbucks thnh cng nh c c ng
o khch hng thn thit. Tuy nhin, chnh h li l ngi khng ng h vic
thay i logo, v thm ch cn tn dng c mng x hi phn khng li
nhng s thay i i vi logo m gn kt h vi thng hiu. y l
thch thc khng nh i vi cng ty trong n lc ci tin hnh nh thng
hiu m khng nh mt nhng khch hng trung thnh ca mnh.
Cc nh nghin cu a ra kt lun Vi nhng khch hng gn b
cng thng hiu, logo nguyn thy v tt c cc yu t c lin quan c h
xem l i din cho chnh h v l mt phn thit yu trong quan h vi
thng hiu. Bt c thay i no trong logo u l nh hng n cm nhn
v mi lin kt gia h v thng hiu, do , h s c xu hng chng i
logo mi.

45

Tr li vi Starbucks, d vic h quyt nh b bt phn tn trong logo

c v nghim trng, nhng cc cng ty nh Nike v McDonalds u c
bit n nh vo biu tng, iu ny cho thy vic c hay khng c tn
trong logo khng phi l yu t quan trng vi nhn bit thng hiu.
Quan trng hn c, Starbucks vn gi li mu xanh l cy vn d qu quen
thuc v thm ch c khi cn quan trng hn c ci tn trong vic duy tr
nhn bit.
Khng nhng th Starbucks cn c nhng cch lm khc nhm khng
lm gim mc trung thnh vi nhng khch hng thn thit khi thay i
hnh nh logo c ca mnh, theo cng ty c nhng bc m cn thit
trong vic ti thit k logo. H khuyn khch nhng khch hng trn gp
v thit k mi v thng bo vi h trc khi tung ra th trng, nh h c
cm gic mnh c tin tng v tn trng, ng thi cng ngn chn c t
nhiu phn ng tiu cc trc vic ti thit k logo.
Khi gii thiu logo mi, Starbucks cp rng vic loi b tn
Starbucks Coffee s gip h m rng sang nhng lnh vc mi bn ngoi c
ph. iu ny l bc i quan trng trong vic ti nh v li thng hiu
vt xa lnh vc c ph trong tm tr khch hng. y cng l mt phn trong
n lc i mi thng hiu ca Starbucks. Starbucks cng cho thy c s
thng nht trong chin thng thng hiu mi ca h s thng nht v mc
tiu chin lc vi cch thc thc hin chin lc cng vi s thay i v
hnh nh logo, th trng, sn phm.
2.3.2.4 Vn ha Starbucks.
Doanh nghip v cng ng
C th ni hu nh khng doanh nghip no M li u i nhn vin
nh cch Starbucks u i 107.000 i tc (cch Starbucks gi nhn vin ca
mnh) ti M ca mnh v ---nhn vin ti --- quc gia v vng lnh th.
Ngoi cc khon thng c phiu, nhng nhn vin lm t nht 20 gi/tun
u nhn c phc li y t. Cc nh u t t chc tng yu cu ng gim
46

cc ch y t cho nhn vin nhm gim bt chi ph gia lc kinh t b suy

thoi. Th nhng, Howard Schultz, CEO kim ch tch hi ng qun tr ca
Starbucks thng thng t chi. Schultz cho bit, iu l ti k i vi
o c doanh nghip v nh th l t mnh nh mt nim tin ca nhn vin.
Theo ng, lm iu ng (tc bo m ch cho nhn vin) khng h
mu thun vi s mnh ca mt doanh nghip l to ra li nhun cho c
ng, v n cng s cng c lng trung thnh ca nhn vin vi Cng ty v
nng sut lm vic s cao hn.
Nhng iu ng em li cho nhn vin cng xut pht t nhng iu
m nh ng khi cn nh. Cha Schultz l cu qun nhn thi Chin tranh Th
gii th II. Sau khi ri qun ng, ng lm rt nhiu vic t cng nhn, li
xe ti n nh xe nga nhng cha bao gi kim c qu 20.000
USD/nm. L con trai c trong s 3 ngi con, Schultz chng kin ni
bun trong cuc i i lm ca cha mnh. Khi Schultz ln 7, ng v nh v
thy cha nm au n trn gh. Cha ng b ng khi ang lm vic, b vo mt
c chn v v xng hng. ng b sa thi v gi v nh m khng c bo
him y t, khng c bi thng tai nn hay tr cp thi vic. Hnh nh y
m nh v thi thc Schultz n tn hm nay. l l do ng lun quan tm
n i sng ca nhn vin v i x vi h mt cch cng bng.
Khng nhng th, Starbucks cn quan tm n i sng ca nhng
ngi M b mt vic lm. Khng ng ngoi trc cch lm vic ca gii
chnh tr M khi khng gii quyt c nhng vn ca nn kinh t.
Starbucks cng cho rng khng th trng i vo Chnh ph, mi doanh
nghip cn phi gp sc gip cng ng.
V th, nm qua, Starbucks tung ra chng trnh Create Jobs for
USA (To Vic lm cho nc M) cho doanh nghip nh trn khp nc
M vay vn t chc pht trin hot ng sn xut kinh doanh ca h, qua
gip to vic lm cho ngi dn. Khch hng ca Starbucks s l nhng
ngi cng vi cng ty ng gp vo chng trnh c nhiu ngha v mang
47

tnh nhn vn ny. Khi gh vo 10.800 ca hng ca Starbucks trn khp

nc M, mi khch hng c th ng gp bng cch b ra 5 USD mua di
bng eo tay 3 mu -trng-xanh vi thng ip Indivisible (Khng th chia
ct) trn .
Tin ng gp thu c t chng trnh s c gi cng khai vo
Opportunity Finance Network, mt t chc phi li nhun chuyn h tr vn
cho 180 t chc ti chnh pht trin cng ng. Vi 50 triu khch hng M
thch gh qua Starbucks nhm nhi c ph mi tun, Starbucks d kin s huy
ng c hng chc triu USD. Hn 100.000 di bng eo tay c tiu
th sau khi chng trnh c tung ra vo ngy 1.11.2011. Qu Starbucks
Foundation ca Schultz ti tr 5 triu USD ban u. ng ch l vic
chnh CEO Howard Schultz v v cng hin tng mt s tin kh ln. Nh
lnh o doanh nghip khng th l ngi ng ngoi cuc. Starbucks v cc
cng ty khc c th dng sc ca mnh lm iu g tt p cho nc
M, ng ni.
Starbucks to ra nhiu vic lm cho ngi M. Nm 2011, trong bi
cnh kh khn ca nn kinh t M cng nh nn kinh t th gii, khi hng
lot doanh nghip ct gim lao ng thu hp sn xut tm kim li nhun,
th Starbucks li lm ngc li, h tuyn dng thm 3.700 nhn vin5. Cng
ty cn d kin s tuyn dng thm hng ngn lao ng khc trong nm 2012.
Schutlz cho rng trch nhim x hi doanh nghip cn c nh ngha
li, su sc hn. Vai tr ca doanh nghip khng ch n thun l ti a ha
li nhun cho c ng. Cn c s cn bng gia kinh doanh vi trch nhim
x hi Nhng cng ty cui cng s hng c phn thng xng ng t
nhng g ng gp cho x hi v cng ng, phn thng chnh l to
ra li nhun nhiu hn. Kt qu kinh doanh vt bc ca Starbucks trong
nm 2011 l minh chng rt r cho iu y.

United States Securities and Exchange Commission,Washington, DC 20549

48

Mt thng hiu xanh, mt thng hiu v cng ng l nhng g

m khch hng ni v thng hiu Starbucks. Mt thng hiu tng c bit
n nh l khi ngun cho vn ha c ph ti M, nay li tip tc l tm
gng i u trong vic to ra mt vn ha cho cc doanh nghip noi theo
l vn ha v cng ng.
m nhc Starbucks
Cho n gi vn cha c cng ty no tn dng m nhc thnh cng nh
Starbucks. Trn ng tr thnh nh bn l c ph c bit ng u th gii
vi hn 17.000 ca tim khp ni, cc nh qun l Starbucks nhn thy cc
khch hng quen thng a thch nhng bi ht quen thuc m ca hng
thng chn.
Khng lu sau Starbucks cho ra i nhng CD c nhng bi ht do
chnh h tp hp li. Nm 1999, Starbucks mua mt cng ty chuyn v
chn v phi m, v giao cho h nhim v xy dng s hin din ca nhn
hiu Starbucks qua nhng bi ht.
Kt qua l s ra i ca Hear Music c cng ty t mnh danh l
the Voice of Music at Starbucks. Cc nhn hiu khc t Old Navy n
Pottery Barn u ni bc Starbucks cho ra i nhng CD nhc do chnh h
tuyn chn.
Don MacKinnon, ph gim c v m nhc v gii tr ca Starbucks,
tm lc nhng iu xy ra trong vic phn phi m nhc v xy dng
nhn hiu nh sau:Cch thc ngi ta khm ph v cm nhn m nhc M
ngy nay rt tht thng v chng ti ang gp mt tay chn chnh vn
ny. 20 nm trc radio l phng tin thch hp nhng ngy nay radio cng
lc cng thu hp li theo hng chuyn bit ha.
10 nm trc cc ca hng bng bng a c rt nhiu sn phm cho
khch hng la chn nhng gi y cc ca khc thnh hnh li c tp hp
trong cc tuyn chn nh v c by bn trong big-box stores. Khng h
c mt nhn hiu no gip ngi nghe khm ph m nhc, ngay c MTV
49

cng tp trung vo cc game show v VH1 th ch chuyn v nhc v phim

nh. V th chng ti cho rng Starbucks s ang trong v tr duy nht tr
thnh mt ca hng bn l c khch hng ving thm nhiu nht.
Hear Music thm vo nhim v ngy cng to ln ca Starbucks
trong vic tuyn chn cc CD bao gm nhng bi ht c yu thch nht ca
cc ca s nh Sheryl Crow, Willie Nelson v c ging ca qu c Johnny Cash.
Khng lu sau na, cc ca hiu ca Starbucks s c thm chc nng chp
CD t trang web, download nhc t catalogue cc bi ht gip khch hng c
th to ra nhng b su tp ring cho chnh mnh.
Download nhc nh l mt thi quen ca nhiu ngi v nhng b
su tp bi ht ca Starbucks tr thnh nhng si dy kt ni thng hiu
Starbucks vi khch hng.
Starbucks rt sng to trong vic xy dng v qung b vn ha m
nhc Starbucks v iu ny gp phn khng nh vo mc tiu pht trin
thng hiu Starbucks v kt ni thng hiu vi khch hng.
Cch by tr ca hng
Vic xy dng v pht trin mt vn ha Starbucks c th ni l
c thc hin mt cch rt bi bn. iu ny th hin rt r thng qua vic
cng ty xy dng vn ha da trn tt c cc yu t cu thnh mt vn ha
doanh nghip.
V d nh vic Starbucks rt chnh chu v nghim tc trong vic thit
k cc ca hng ca mnh to ra mt nt c o d nhn bit i vi khch
hng, khi ni n c ph Starbucks, ngi ta s t cu hi ti sao Starbucks
ch l nhng qun c ph nh nhn nhng li c th pht trin rng khp 50
tiu bang ca M vi hn 10.800 ca hng nhn nhp sut ngy. Tng s ca
hng ca Starbucks trn ton th gii hin nay l khong 17.000 ca hng vi
gn 200.000 nhn vin phc v v doanh thu hn 10 t la hng nm. S cm
nhn ni bt nht ca khch hng i vi thng hiu Starbucks ny l g?

50

 chnh l v tr ca nhng qun c ph ny, chng thng t ti

nhng khu thng mi s, mi xy ct v thng nm nhng v tr rt
khim tn trong tng th khu thng mi, phn ln nm mt gc no .
Nh nhn, khng trang tr mu m, nhng s xut hin ca Starbucks li rt
bt mt v ni bt trong mt khu thng mi c nhiu ca hng sang trng,do
c kin trc tn k v m thut. chnh l chin lc thng hiu ca
Starbucks.
Ngi ta s ngc nhin mt cch thch th v thn phc khi bit rng,
nhng ch thu kinh doanh xy dng thng gi mi Starbucks u tin trong
s nhng ch ca hng tng lai ca bt c khu thng mi no. C th ni,
cch chn v tr ti nhng gc rt khim tn chng t nt c o trong kinh
doanh ca Starbucks v cc mt tm l, k thut, m thut v vn ha.
2.4 nh gi chin lc pht trin thng hiu ca Starbucks
2.4.1 u im
Thng hiu Starbucks hin l thng hiu s mt th gii v c ph
v cc sn phm lin quan ti c ph nh mt phn quan trng vo cc chin
lc thng hiu ca mnh. Starbucks xy dng v thc hin rt tt chin
lc thng hiu ca mnh thng qua cc chin lc m rng thng hiu
theo chiu rng v theo chiu su, cc chin lc qung b v bo v thng
hiu cho ti vic xy dng vn ha doanh nghip. Tt c cc chin lc trn
u c quan h cht ch vi cc chin lc cn li, b xung h tr ln nhau.
V d, vic xy dng vn ha doanh nghip da trn vic by tr ca hng
c Starbucks p dng linh hot kt hp vi vic m rng th trng. Ti
mi th trng h u u tin vic tm hiu vn ha x hi ti a phng, vn
ha tiu dng ca ngi bn a, t ra mc tiu xy dng vn ha
doanh nghip sao cho ph hp nht vi cc khch hng a phng.
Th hai, vic nh v hnh nh thng hiu Starbucks nh l mt doanh
nghip v cng ng thng qua nhng chnh sch vi ngi lao ng hay
nhng ng gp cho cng ng thng qua cc chng trnh nh to vic lm
51

cho nc M cng l mt thnh cng ca cng ty. N khng ch gip cho cc

nhn vin cm thy hnh phc vi cng vic ca mnh v sau lan ta hnh
phc ti khch hng thng qua nhng sn phm c ph ngoi hng m cn
gip Starbucks nhn c s hng ng ca cng ng v to ra nhng cng
ng yu thch thng hiu Starbucks.
u im tip na phi k ti trong chin lc pht trin thng hiu
ca Starbucks l tc ph bin v ton cu ha cao. Vi vic lin tc m
rng thng hiu thng qua m rng sn phm v c bit l qua chin dch m
rng th trng gip thng hiu Starbucks l mt trong nhng thng hiu
ton cu c gi tr nht v c bit ti nhiu nht. c bit phi k ti thnh
cng ca Starbucks ti cc th trng nh Trung Quc, Nht Bn, Hn Quc.
2.4.2 Nhc im
Tuy c nh gi l thnh cng song chin lc pht trin thng
hiu ca Starbucks cng cn mt s nhng tn ti. Nh l mt h qu tt yu
ca vic m rng qu nhanh i lc thng hiu ny i lch hng m mt
i gi tr ct li thng hiu v tnh hng ha trong thng hiu Starbucks.
Starbucks tng rt ni bt v s tn thi, thoi mi v c o ti nhng th
trng khc nhau. Nhng khi m ban lnh o Starbuck tp trung vo k
hoch nng cao li nhun, m rng dy chuyn ca hng th nhng yu t ni
bt mt thi khng cn r nt na.
Mt hn ch khc ca chin lc pht trin thng hiu ca Starbucks
l vic cng nhc trong vic thm nhp th trng mi. Cc sn phm c a
vo gii thiu ti cc th trng mi khng c g khc bit so vi cc sn phm
ti M. iu ny dn ti mt Starbucks khng ph hp vi vn ha v thi quen
bn a. Tht bi ca Starbucks ti th Trng c l mt vi d in hnh.
Starbucks khng ch trng ti vic am hiu vn ha a phng ni y v
khng th cnh tranh c vi cc ca hng c ph ca nhng ngi bn a.
Tt c nhng nhc im trn y cn c nhn nhn mt cch
nghim tc v khc phc sm nht c th nu Starbucks mun tip tc n lc
xy dng mt thng hiu mnh.
52

CHNG 3: BI HC KINH NGHIM V CHIN LC PHT

TRINH tNG HIU T STARBUCKS CHO CC DOANH
NGHIP VIT NAM
3.1 Tng quan v ngnh c ph Vit Nam.
Vit Nam c chia thnh hai vng kh hu ph hp cho sn xut c
ph. Vng Ty Nguyn v tnh ng Nai c t bazan, rt thun li
trng c ph vi v cc tnh min Bc, vi cao ph hp (khong 6-800 m)
ph hp vi c ph ch. Do vy, Vit Nam trng hai loi c ph chnh: c ph
vi v c ph ch, trong , din tch c ph vi chim ti hn 95% tng din
tch gieo trng. C ph ch yu c trng cc vng i ni pha Bc v
Ty Nguyn. Din tch c ph tp trung nhiu nht vng Ty Nguyn, ti
cc tnh nh k Lk, k Nng, Gia Lai, Kon Tum, Lm ng v ch yu
l c ph vi. Din tch c ph ca khu vc ny chim ti 72% tng din tch
c nc v sn lng cng chim khong 92% tng sn lng c nc 6. C
ph ch trng ch yu vng Nam Trung B, vng ni pha Bc do cc vng
ny vng cao hn, nhng vi din tch v sn lng rt khim tn, tp trung
nhiu cc tnh Qung Tr, Sn La v in Bin.
Hin nay, Vit Nam ch c hip hi c ph ca cao VICOFA ng vai
tr i din cho cc doanh nghip. Hu nh cha c t hp tc, hp tc x,
hip hi cng thng lin kt ngi sn xut, ch bin v thng mi cc
vng sn xut c ph. iu ny hn ch rt nhiu kh nng lin kt ca cc
i tng ny.

H s ngnh c ph Vit Nam/B Nng nghip v Pht trin Nng thn

53

Hnh 3.1 Tnh hnh xut khu c ph ca nc ta t nm

1991 n nm 2009
Ngun: B Nng nghip v Pht trin Nng thn.
C ph Vit Nam c xut khu i khong 60 nc trn th gii. Cc
th trng nhp khu chnh ca Vit Nam l cc nc EU (c, Thu S,
Anh, Php, H Lan, Ty Ban Nha, Italia), M v Chu (Nht Bn,
Singapore, Trung Quc, Philipin, Malaixia v Indonesia), chim ln lt

54

49%, 15% v 17% tng lng xut khu trong nm 2010 7. Cc nc trong
khu vc nh Trung Quc cng l khch hng tiu th ln c ph Vit Nam.
n v Indonesia l hai nc sn xut c ph ln Chu nhng hng
nm vn nhp khu c ph Vit Nam. Ring th trng Nga - mt th trng
c trin vng tiu th mnh v Vit Nam c quan h hp tc lu di nhng
xut khu c ph Vit Nam sang th trng ny cha ng k.
Bng 3.1: Mt s th trng nhp khu c ph chnh ca nc ta
t giai on 06/07 n 09/10
2009/2010*
2006/2007

2007/2008

2008/2009

(Thng 10
thng 3)

Khi
Khi
ln
Khi
Khi
TT Th trng ln
g Gi tr g Gi tr lng Gi tr lng Gi tr
(tri (nghn (tri (nghn (triu (nghn (triu (nghn
u
USD)
u
USD) mt USD) mt USD)
mt
mt
tn)
tn)
tn)
tn)
1 c
249 408.995 174 373.024
165 292.418
81 116.008
2 Hoa K
193 291.914 158 317.572
157 243.084
74 116.455
3 Ty Ban Nha
100 159.715 100 221.092
88 154.426
34 46.077
4 Italy
79 130.174
80 171.176
83 163.948
34 47.265
5 B
20 33.562
61 144.529
44
87.251
25 34.428
6 Nht Bn
35 57.532
44 99.789
50
86.768
25 38.935
7 Hn Quc
40 59.849
44 90.875
39
72.551
15 20.977
8 Php
44 72.589
37 79.558
37
66.545
7 9.633
9 Algeria
24 43.948
28 69.386
29
56.667
12 16.900
10 Anh
40 55.922
29 53.587
25
45.698
19 24.640
11 Nga
26 43.711
23 51.237
20
38.221
15 19.620
12 Malaysia
26 42.490
21 45.778
20
34.754
9 12.787
13 Trung Quc
16 24.227
14 28.730
16
29.457
9 12.496
14 Indonesia
45 68.370
3
6.371
4
5.569
19 25.725
7

H s ngnh c ph Vit Nam/B Nng nghip v Pht trin Nng thn

55

15 Philippin
16 Thy S
Tng

17 27.590
10 16.857
9641.537.445

10 19.996
10 23.149
8361.795.849

13
19.660
9
18.047
799 1.415.064

9 11.198
18 23.245
405 576.389

Ngun: Global Trade Atlas; * Vicofa v Tng cc Thng k Vit Nam

Ch t nm 2000 n nay, cc chnh sch ca nh nc lin tc c
ban hnh nhm khc phc nhng nh hng xu ca cuc khng hong gi
gy ra v nh hng pht trin bn vng ngnh c ph Vit Nam.
3.2 Tnh trng nhn thc v thng hiu ca cc doanh nghip c
ph Vit Nam
Phn ln cc doanh nghip Vit Nam cha c nhn thc ng mc v
vn thng hiu. Theo mt iu tra gn y ca D n h tr doanh
nghip v nng lc xy dng v qung b thng hiu, vi mu 500 doanh
nghip trn ton quc th c n 20% doanh nghip khng h u t cho vic
xy dng thng hiu, trn 70% doanh nghip c u t thng hiu nhng
ch mc u t di 5%. Theo mt kho st mi y ca B Cng Thng,
c ti 95% trong s hn 100 doanh nghip c hi tr li rng cn thit phi
xy dng v pht trin thng hiu. Hu ht cc doanh nghip u cho rng,
thng hiu ng vai tr quan trng trong chin lc pht trin kinh doanh, l
ti sn v hnh c gi tr ln nht ca doanh nghip Tuy nhin, mi ch c
20% doanh nghip hiu c rng xy dng thng hiu cn bt u t u,
s cn li u rt lng tng khi a ra mt k hoch pht trin thng hiu.
Thm ch, c doanh nghip cho rng xy dng thng hiu ch n thun l
ng k mt ci tn v lm logo.
Vic xy dng thng hiu ca cc doanh nghip nc ta hin nay
cn mang tnh t pht, mt s c tnh t chc nhng cn mang tnh manh
mn, ri rc. Thng hiu ca hu ht cc doanh nghip mi ch dng mc
phn bit ch cha c thng mi ho. Nhiu doanh nghip cn ngn
ngi cho vic u t xy dng, ng k bo h thng hiu. Hn 70% trong
s cc doanh nghip nh v va ca chng ta cha ng k bo h Logo,

56

nhn hiu hng ho ca mnh ti Cc S hu tr tu. Trong s ny, khng k

nhng doanh nghip cha bit n Lut S hu tr tu th hu ht cc doanh
nghip cn li l khng quan tm ti vic bo h thng hiu ca mnh, mt
s th e ngi i vi cc th tc ng k. Hu qu l vic mt thng hiu vo
tay cc doanh nghip nc ngoi, in hnh gn y l bi hc mt thng
hiu c ph Bun Ma Thut vo tay mt doanh nghip Trung Quc.i vi
nhng doanh nghip c cp Giy chng nhn ng k nhn hiu hng
ho th cng ch lu gi vn bng ny nh mt bin php phng th t xa i
vi cc vi phm m khng c nhng hnh ng tip theo nhm pht trin
thng hiu ca mnh. Thm ch, nhiu doanh nghip cn qun khng xin gia
hn khi Giy chng nhn ng k nhn hiu hng ho ht hiu lc v hu qu
l h t t b quyn s hu nhn hiu ca mnh m khng hay bit. iu
ny c th c gii thch bi l do hu ht ng ch cc doanh nghip nh v
va Vit Nam hin nay vn chung thu vi t duy kinh doanh l ch cn
pht trin doanh nghip theo hng to ra nhiu li nhun. y l im yu
ca ca cc doanh nghip hin nay, n bt ngun t nhiu nguyn nhn,
nhng trc ht do hn ch v tim lc ti chnh v trn 90% 8 cc doanh
nghip Vit Nam l doanh nghip nh v va hot ng ch yu da vo
ngun vn vay. V vy, h rt ngi tn km chi ph khi phi b ra s tin
khng phi l nh v cn gp nhiu kh khn trong vic ng k bo h
thng hiu, c bit l th trng nc ngoi. Hn na, cc doanh nghip
Vit Nam cn yu v nhn thc lut php, phong cch kinh doanh mang m
nt ca mt quc gia nng nghip.
Hu qu l, trn th trng ni a, cc cng ty, tp on ca nc
ngoi mt mt tng cng qung b thng hiu ca mnh, to ra sc p cnh
tranh rt ln i vi cc doanh nghip trong nc, mt khc h bt u
khai thc cc thng hiu ni ting ca Vit Nam bng cch b tin ra mua
li thng hiu v i mi, pht trin sn phm thnh mt trong nhng
8

Bo co Phng Cng nghip v Thng mi Vit Nam VCCI

57

thng hiu ln ca mnh. in hnh l vic Unilever mua li thng hiu

kem nh rng P/S v khai thc ch dn a l Ph Quc vi sn phm nc
mm Knorr Ph Quc. T mt thng hiu P/S kh ni ting trn th trng
Vit Nam nhng khng cn sc cnh tranh vi cc sn phm ca nc
ngoi, Unilever bin P/S thnh mt thng hiu ni ting vi cc sn phm
c cht lng cao, a dng v chng loi, phong ph v mu m.
Tnh trng n cp hoc nhi thng hiu cng din ra kh thng
xuyn gia cc doanh nghip trong nc vi nhau, c bit l cc mt hng
tiu dng ph bin nh nc ngt, bnh ko, x phng... Doanh nghip b mt
thng hiu s b mt i th phn ca mnh, cn ngi tiu dng cng hoang
mang gia cc loi sn phm tht v sn phm nhi.
Trn th trng quc t, cc doanh nghip Vit Nam xut khu mnh
cc mt hng nng sn, thc phm ch bin, giy dp, qun o, th cng m
ngh, thy hi sn... vi cht lng ngy cng c nng cao khng h thua
km cc sn phm ca cc nc xut khu ln khc. Th nhng c mt thc
t l 90% hng Vit Nam do khng thit lp c thng hiu c quyn nn
vn cn phi vo th trng th gii thng qua trung gian di dng th hoc
gia cng cho cc thng hiu ni ting ca nc ngoi. Do , doanh nghip
b gnh chu nhiu thua thit ln v ngi tiu dng nc ngoi vn cn cha
c nhiu khi nim v hng ha mang thng hiu Vit Nam.
Ngoi ra, cc doanh nghip xut khu ln ca Vit Nam cng ang
phi i mt vi vn b cc cng ty nc ngoi n cp hoc nhi nhn hiu
trn th trng quc t. Trong nhng nm qua, cc v tranh chp thng hiu
lin tip xy ra gia cc doanh nghip Vit Nam v cc cng ty ca nc
ngoi. Hng lot cc thng hiu ln ca Vit Nam lao ao v b mt cp
thng hiu: Trung Nguyn th trng M, Nht; Petro Vit Nam, Vifon,
Saigon Export, Vit Tin.... th trng M; Vinataba th trng 12 nc
Chu ; Sa Giang th trng Php, Bitis Trung Quc ... Cuc chin
thng hiu lun i km vi nhng rc ri v kin tng, mt mt nhiu thi
58

gian v tin bc, d c hay thua cng u gy ra nhng tn tht rt ln cho

doanh nghip. C th ni n thi im hin nay, cc doanh nghip Vit Nam
bt u nhn thc c tm quan trng ca thng hiu, song thc u
t cho thng hiu vn cn rt d dt. cng l l do ti sao hin nay nn
kinh t Vit Nam cha c nhiu thng hiu ln nh FPT, Vit tin, Trung
Nguyn, Vinamilk
3.3 nh gi tng quan gia cc doanh nghip c ph Vit Nam
v Starbucks.
3.3.1 Cc yu t ch quan.
Ngun lc pht trin chin lc thng hiu
Bn cnh s khc bit v kh khn v mt nhn thc nh nu trn
y, trong qu trnh xy dng v pht trin thng hiu, cc doanh nghip
Vit Nam hu ht u gp mt tr ngi khng nh l v ngun lc. Cc
ngun lc cn thit t qu trnh kho st th trng, kho st sn phm
ra mt chin lc thng hiu tt ch ti cc ngun lc h tr trong qu trn
trin khai chin lc. C th k n hai ngun lc quan trng bc nht trong
mi chin lc thng hiu l ngun nhn lc v ngun ti chnh.
Ti Vit Nam, phn ng cc doanh nghip u l cc doing nghip
nh v va. V vy, gii hn v ngun lc l iu khng th trnh khi trong
khi cc chin lc thng hiu i hi s theo ui di hi v u t mt
ngun ti chnh ng k. Khng ch ti cc doanh nghip nh v va, hn ch
v ngun lc cng tn ti trong cc doanh nghip c quy m ln hn. Ti cc
doanh nghip ln ny kh khn v ti chnh phn no c khc phc vi
nhng khon ngn sch ng k dnh cho hot ng pht trin thng hiu
hng nm, tuy nhin h li thiu mt ngun lc khc l con ngi.
Nhng kh khn v nhn thc v ngun lc chnh l nhng im khc
bit nht gia cc doanh nghip Vit Nam v Starbucks v y cng l nhng
tr ngi ln nht i vi cc doanh nghip nc ta trong qu trnh hc hi v
chin lc pht trin thng hiu ca Starbucks.
59

3.3.2 Cc yu t khch quan.

Mi trng kinh doanh
Vit Nam ch chuyn sang pht trin kinh t th trng cch y cha
lu, chnh v vy mc hi nhp v gn kt vi nn kinh t khu vc v th
gii cn cha c su rng. Trong khi , ti th trng ni a vi nhng
ngi tiu dng ch c mc thu nhp trung bnh khong hn mt nghn la
M mt nm, cu tiu dng cn hn ch v rt nhy cm v gi. Chnh v th
dn n cc doanh nghip Vit Nam ch yu ch trng vo cc chin lc
lin quan ti gi v sn phm hn l chin lc v thng hiu. Cng ng
tiu dng v doanh nghip u cha nh gi cao gi tr thng hiu l ro
cn khng nh cho s pht trin cc thng hiu Vit ti th trng quc t
trong qu trnh hi nhp hay thm ch l vic vng bng cc thng hiu Vit
ngay ti th trng ni a.
Mi trng php l
S hn ch v mi trng php l h tr cc hot ng sn xut kinh
doanh ti Vit Nam c cp t lu, trong c cc vn php l lin
quan ti thng hiu. Trong n lc ci thin mi trng php l h tr cc
hot ng sn xut kinh doanh, cc c quan chc nng cng c nhiu n
lc ng ghi nhn nh s ra i ca hng lot cc vn bn lut, in hnh nh
lut S hu tr tu, lut Cnh Tranh. Cc vn bn lut ny gp phn ng
k trong vic to ra mt mi trng kinh doanh lnh mnh cho cc doanh
nghip. Tuy vy, n lc cho ra i cc vn bn lut trn c thc hin trong
thi gian gp rt v mang tnh i ph nhm p ng nhng nhu cu trong
qu trnh m phn gia nhp t chc Thng mi Quc t (WTO) ca nc
ta, chnh v th cc ngun lut ny cn tn ti rt nhiu hn ch v gy kh
khn cho cc doanh nghip. V d, cc iu khon gii thch cc khi nim,
hay cc iu khon hng dn thi hnh v p dng lut trong thc t.
Mt khc, cng khng t cc chnh sch ca Nh nc gy vng ngi
cho hot ng sn pht trin thng hiu ca cc doanh nghip. V d n c,
60

quy nh buc cc doanh nghip phi hn ch ngn sch cho hot ng xc

tin thng mi, theo cc doanh nghip ch c dnh 7-10% cho hot
ng qung co khuyn mi.
M hnh chin lc pht trin thng hiu ca Starbucks l mt bi hc
l tng cho cc doanh nghip Vit Nam ni chung v cc doanh nghip c
ph ni ring noi theo. Tuy nhin, cng khng d thc hin iu ny, cc
doanh nghip cn vt qua nhng s khc bit, nhng kh khn hn ch t
khch quan v t ch quan c th linh hot hc hi v p dng kinh
nghim t Starbucks nhm to ra nt ring v s khc bit trong gi tr ca
cc thng hiu Vit.
3.4 Bi hc t Starbucks.
3.4.1 Kinh nghim v m rng th thng hiu.
Kinh nghim m rng sn phm.
Trong qu trnh pht trin kinh doanh, cng vi s ln mnh ca cng
ty lun ng hnh vi vic m rng phm vi kinh doanh. Mt trong s nhng
s m rng l vic m rng v sn phm, tuy nhin vic m rng dng sn
phm khng ng ngha vi vic pht trin ln mnh hn ca cng ty. Vic
m rng cc sn phm kinh doanh mi bao gi cng phi da trn nng lc
ct li, da trn gi tr ca thng hiu ct li.
V d, ti Starbucks, cng ty lun thc c gi tr ct li ca thng
hiu m h s hu l cc sn phm lin quan ti c ph. Tri qua 40 nm pht
trin, Starbucks nhn ra vic pht trin ca h khng th tch khi cc sn
phm t c ph. c bit iu ny th hin r trong nm 2008 y l qung
thi gian m thng hiu Starbucks thc s ri vo khng hong. Nhng
cng chnh trong giai on kh khn ny cng ty tr li mnh m bng
vic ct gim v hn ch vic m rng cc dng sn phm t lin quan ti c
ph. Starbucks tr li vi ng gi tr ct li ca mnh vi cc sn phm
c ph ho hng v mt vn ha thng thc c ph giu tnh truyn thng
ca mnh.
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Vic m rng v dng sn phm nn m bo gip cng ty khai thc

c yu t li th kinh t theo quy m. Cc dng sn phm mi ca cng ty
cho php h khai thc c cc ti nguyn d tha v tng hiu qu kinh
doanh. Tuy nhin cc doanh nghip khng c php thc hin m rng mt
cch vi vng. T kinh nghim ca Starbucks cho thy mun thc hin chin
lc ny thnh cng doanh nghip cn thc hin nghim ngt cc bc ban
u v nghin cu nhu cu th trng, th nghim sn phm trong mt phm
vi gii hn ban u v nh gi tnh kh thi ca sn phm mi trc khi a
ra th trng.
S thnh cng ca cc sn phm mi s gp phn lm tng gi tr ca
thng hiu ngc li nu tht bi n s ph hoi hnh nh thng hiu.
Chnh v vy, hot ng m rng dng sn phm cn thit c cc doanh
nghip c ph Vit Nam thc hin mt cch cn trng v hp l.
Kinh nghim m rng th trng.
Starbucks l mt v thnh cng in hnh trong hot ng m rng th
trng. Thnh cng ca h cng r nt v ng ghi nhn ti cc th trng ni
ting l kh tnh vi cc nhn hiu n t phng ty, phi k n l Nht
Bn v Trung Quc. Sau tht bi ca hng lot cc thng hiu ln nh Coca
Cola hay Burger King ti th trng Trung Quc, t ai ngh rng Starbucks li
c th thnh cng ti vy.
Vic m rng th trng bt c l thng qua cp giy php hay t m
ca hng u c Starbucks kim sot mt cch cht ch v mi mt, t by
tr ca hng cho ti cc sn phm. iu ny l rt cn thit cho cng ty trong
qu trnh m rng th trng m vn m bo c cc gi tr ct li ca
thng hiu. y l iu m cc doanh nghip c ph Vit Nam cn ht sc
nghim tc hc hi. c khng t nhng doanh nghip Vit Nam lm
thng hiu theo kiu ph bin v m rng mt cch thiu kim sot. Trung
Nguyn l mt v d in hnh v n lc xy dng thng hiu ca mnh, tuy
nhin y cng l cng ty mang li khng t nhng bi hc v tht bi v sai
62

lm trong qu trnh m rng thng hiu ca mnh. Vic pht trin s lng
cc ca hng mt cch t v thiu kim sot, ch coi trng s lng khng
coi trng cht lng lm cho thng hiu ny tr nn m nht i vi
ngi tiu dng. l hnh nh v mt thng hiu thiu bn sc v c tnh,
cc sn phm khng khc bit so vi sn phm i tr ca th trng, nhng
ca hiu c ph c th bt gp ti bt c ni u vi chung mt thng hiu
Trung Nguyn nhng khng h c nt g chung nhn bit.
V trn tt c, Cng ty cn phi thc hin nghin cu th trng, ni
chuyn vi cc khch hng, cc i tc tip th hoc cc nh phn phi, v
nh gi cc sn phm cnh tranh vi sn phm mi. iu ny s gip cho
cng ty nh gi ng nhu cu hin ti i vi sn phm v xc nh knh
phn phi bn hng tt nht. Thm vo hy nh hnh cho thng ip
truyn i t sn phm ca cng ty. Nu cng ty thc hin mt cch nghim
ngt cc bc trn th dng sn phm mi s lm tng doanh thu, n gip cho
cng ty tip cn vi cc th trng mi v to nn th phn ln cho doanh
nghip ang pht trin ca bn. iu ny to tin cho Starbucks ni bt
trong chin lc m rng th trng ca mnh vi tnh cch rt a phng
ha. Cc hot ng kinh doanh ca tng a phng c cp cho mt mc
c lp cao qun l cc hot ng ca chnh h khi h thy ph hp.
Starbucks ch trng vo vic i mi cc nhn hiu hng u ca Starbucks,
c m rng vi s xut hin ca cc sn phm dnh cho ngi n king
(Diet Starbucks), nc ngt du (Cherry Starbucks), v nhng sn phm
tng t. Nim tin hng u ca Starbucks l s khc bit chnh gia th
trng M v cc th trng quc t l cp thm nhp thp hn cc th
trng quc t, cc th trng ny tiu th bnh qun u ngi ch bng
10-15% mc tiu th M. Starbucks tr thnh mt cng ty ton cu, tp
trung rt nhiu cc hot ng qun l v tip th ti cc tr s cng ty cc
th trng quan trng, tp trung vo cc thng hiu ct li ca cng ty, v

63

mua c phn s hu ca cc cng ty nc ngoi cng ty c th c nh

hng ln s kim sot chin lc nhiu hn i vi h.

64

3.4.2 Bi hc kinh nghim v qung b v bo v thng hiu.

Bi hc kinh nghim s dng cc cng c truyn thng.
Mt chin lc pht trin thng hiu mun thnh cng khng th
thiu vng s h tr ca cc cng c truyn thng, khng nhng vy vic s
dng cc cng c truyn thng thi l cha m cn c s nht qun v
hnh nh, bn sc thng hiu trong cc chin dch s dng cc phng tin
truyn thng nhm trnh gy s nhm ln hay lm gim nhn bit thng
hiu i vi i tng truyn thng.
Tch hp nhiu knh, phng tin tng hiu qu lan truyn: Khai
thc ti a nhng tin ch ca cc mng x hi, iu ny c bit quan trng
khi cc doanh nghip Vit Nam ni chung v cc doanh nghip c ph ni
ring u hn ch v ngn sch qung b thng hiu trong khi knh qung
b ny li khng i hi tn km nhiu chi ph. T bi hc ca Starbucks v
cch qung b thng hiu thng qua cc knh phng tin, c bit l mng
x hi cho thy mt sn phm mi c tung ln cc din n, cc trang
mng Facebook, Youtube, Twitter, Blog... s nhn c nhiu phn hi, thm
ch tranh ci t khch hng. Cc doanh nghip hy tn dng ngay nhng knh
thng tin ny qung b thng hiu, tip cn v theo di phn hi khch
hng. Tuy nhin, cng khng nn ch dng mt mng x hi l m cn tch
hp nhiu phng tin truyn thng khc v cn c chin dch c th. V d
nh kt hp vi qung co ngoi tri, TV, in thoi di ng, tr chi in t,
vit bi qung b PR trn bo ch
Bi hc v thc hin marketing truyn ming
Cc sn phm t c ph lun c sc hp dn ng k i vi ngi tiu
dng v c th thy nhng cng ng nhng ngi nghin v yu thch vn
ha thng thc c ph lun tn ti. y chnh l thun li cho cc doanh
nghip c ph tn dng xy dng cc chin dch marketing truyn ming.
Starbucks minh chng cho nhn nh ny, thng hiu Starbucks c
qung b rng ri v tr nn gn gi vi ngi tiu dng hn bao gi ht.
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Vic xy dng marketing kiu truyn gio khng kh, ch n gin

pht hin ra mt i ng cc tnh nguyn vin - nhng tuyn truyn vin t
nguyn h t nm ly vai tr ch o gii thiu tn tui v hnh nh
thng hiu ca doanh nghip. Tt nhin, chi ph h tr s t hn rt nhiu so
vi cc hnh thc qung co khc, nhng s tin cy lun lun dn u.
3.4.3 Bi hc kinh nghim xy dng vn ha thng hiu
Bi hc v xy dng hnh nh thng hiu cng ng
Bi hc v xy dng thng hiu cng ng ca Starbucks cho thy
Cng ty thc hin mc tiu ny thng qua hai hng ch yu.
Th nht, Starbucks lun coi ngun nhn lc l yu t ct li v l ti
sn qu gi ca Cng ty. Chnh v vy, chnh sch Nhn s ti y c xy
dng vi mc ch bin ngun nhn lc tr thnh mt u th cnh tranh hng
u ca Starbucks. Chnh sch nhn s ca Starbucks l t mi quan h gia
Cng ty v nhn vin l trung tm ca chnh sch, vi mc tiu cao nht l s
pht trin ca Starbucks lun ng hnh vi s tha mn v cng vic v li
ch ca nhn vin.
Chnh sch vic lm ca Starbucks to c hi cng bng v hp l cho
tt c mi nhn vin ca Cng ty ty theo nng lc ca mi ngi ch khng
phn bit gii tnh quc tch. V d nh chnh sch ca cng ty ti Trung
Quc nu phn trn.
c bit, vi tn ch Hu sn ho ngi lao ng gip ngi lao
ng ti Starbucks m bo c s vt cht cho C nhn, Gia nh v c tch
lu... to iu kin cho nhn vin Cng ty giu ln cng thng hiu
Starbucks. Khi vo lm vic ti Starbucks, 100% nhn vin s c mua c
phn hoc cam kt k vn bn v quyn li c mua c phn Cng ty.
Bn cnh chnh sch tin lng v ph cp, Starbucks cn p dng
chnh sch thng nhm ng vin, khuyn khch nhn vin ton h thng n
lc cng hin v phn u ht mnh trn mi v tr cng tc xy dng
Starbucks ngy cng pht trin v ln mnh. Nhng tp th, c nhn t thnh
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tch xut sc s c nh gi v khen thng xng ng, kp thi theo nhng

quy nh thng nht, cng bng v cng khai, kt hp khen thng tinh thn
v khen thng vt cht.
Starbucks lun coi o to Ngun nhn lc l nhim v quan trng
hng u trong qun l Ngun nhn lc v l mt hnh thc u t chin
lc. Thng qua vic o to, Nhn vin s c nng cao kin thc, trnh
nghip v chuyn mn cng cc k nng khc, t to ra gi tr ln nht
cho bn thn nhn vin v Cng ty. ng thi, qua qu trnh o to, nhn
vin cng xc nh c mc tiu pht trin ca bn thn ph hp vi mc
tiu pht trin ca Cng ty.
Cc kha o to ca Starbucks c thit k mt cch hiu qu da
trn yu cu thc tin kinh doanh ca Cng ty nhm m bo vic Nhn vin
c th p dng c ti a nhng k nng, kin thc c o to vo
trong cng vic. T , lm tng nim tin v ng lc lm vic cho nhn
vin, thc y nhn vin khng ngng pht trin v a dng ha ngh nghip
chuyn mn to ra c hi thng tin cho bn thn.
Starbucks lun t ho v mi trng lm vic chuyn nghip, nng
ng nhng cng v cng thn thin v m m. Lm vic ti Starbucks, bn
s cm thy mnh nh thnh vin ca mt i gia nh y p nim tin v hy
vng, lun c quan tm, chia s v cng nhau cng hin, pht huy nhng
gi tr bn thn xy dng ngi nh chung.
Th hai, Starbucks lun rt tch cc tham gia cc hot ng v cng
ng, nh cc chng trnh vn ng i quyn bnh ng cho ph n hay
mi y nht l hot ng to vic lm cho ngi M gp phn lm gim
t l tht nghip ang mc cao.
Starbucks la chn mt phng php thch hp da trn su nguyn
tc nn tng c bn c gi l Coffe and Farmer Equity (C.A.F.E) Practise.
Nhng nguyn tc ny bao gm: tr gi cao gip nng dn to ra li
nhun v h tr cho gia nh h; vic mua cc loi caf c s bo tn, chng
67

nhn, t chc v Fairrade CertifiedTM; v u t vo cc d n pht trin mang

tnh x hi cc nc sn xut caf.
Vic xy dng hnh nh doanh nghip v cng ng s gip cc doanh
nghip c ph Vit Nam to c nn tng cho vic pht trin thng hiu lu
di v bn vng. Cch lm ca Starbucks l v d in hnh m cc doanh
nghip c ph Vit Nam hon nn nghim tc hc hi v h ton c kh nng
thc hin.

68

KT LUN
Thng hiu v pht trin thng hiu ngy nay khng cn xa l vi
cc doanh nghip, tuy nhin vn cn mt khong cch kh xa v trnh lm
thng hiu ca cc doanh nghip hng u trn th gii v cc doanh nghip
Vit Nam. nc ta cc doanh nghip cha nhn thc y v thng hiu
dn n kh khn trong vic xy dng, gi gn uy tn v hnh nh thng hiu
cng nh pht trin thng hiu, thiu chin lc, thiu s u t chuyn su
cng nh thiu tnh chuyn nghip trong cng tc marketing ni chung v xy
dng uy tn thng hiu ni ring. Rt t doanh nghip nhn ra cc c im
tiu dng, nhu cu, th hiu... ca i tng khch hng mc tiu, do
khng c nh hng r rng cho vic pht trin sn phm v xy dng
thng hiu nhm tm ch ng cho thng hiu nhm tm ch ng cho
thng hiu ca mnh trn th trng.
Chnh v vy, xy dng thng hiu trc ht cn phi c bt u t
trong t duy v nhn thc, t chnh ha bo v c m ca ch thng hiu.
Mt doanh nhn c hoi bo ln, c c m s hu mt thng hiu mang
tm vc ton cu l bc u thnh cng cho qu trnh xy dng thng hiu.
Tuy nhin, xy dng thng hiu khng phi l vic ca ring gim c
thng hiu hay ca nhn vin chuyn trch no. Cn c nhn thc ng v
y v thng hiu trong ton th cn b lnh o v nhn vin trong
doanh nghip c th ra v thc thi c mt chin lc thng hiu
trn cc mt: xy dng, bo v, qung b v pht trin thng hiu.
Kha lun tp chung vo vic nghin cu cc l lun v thng hiu v
cc chin lc pht trin thng hiu v gn vi m hnh thc tin mang tn
Starbucks, qua rt ra cc bi hc qu bu cho cc doanh nghip c ph
Vit Nam trong qua trnh xy dng v pht trin thng hiu ca mnh.
Nn kinh t Vit Nam ngy cng h nhp mt cch su rng vi nn
kinh t th gii, th trng m rng cnh tranh gay gt l nhng h qu
theo sau. Tt c c s i hi nhng doanh nghip c ph Vit Nam phi tr
nn mnh hn sc cnh tranh vi cc doanh nghip trn ton cu v
mt trong nhng yu cu l pht trin thng hiu.

69

TI LIU THAM KHO

Ti liu ting Vit
1. on c Thng, 2007, Qun tr thng hiu Toyota, i hc Ngoi Thng.
2. James R. Gregory, 2004, Xy dng thng hiu mnh v thnh cng, NXB
Thng K, H Ni.
3. Phng cng nghip v thng mi Vit Nam VCCI, 2010, Tp ch
Business Biweekly.
4. Quc hi Nc Cng ha x hi ch ngha Vit Nam, 2005, Lut S hu
tr tu s 50/2005/QH11
5. V Ch Lc & L Th Thu H, 2007, Xy dng v pht trin thng hiu,
NXB Lao ng - X Hi.
Ting Anh
6. David A. Aeker, 2011, Building Strong Brand, 11th Edition, Free Press.
7. Howard Shultz, 2011, How Starbucks Fought for Its Life without Losing Its
Soul, 1st

Edition, Copyrighted by Howard Shultz, United States of

Americal.
8. Joseph A. Michelli, 2007, The Starbucks Experience, 1st Edition, MacGrawHill.
9. Kevin Lane Keller, 2001, Havard Business Review on Marketing, 1st
Edition, Harvard Business School Publishing Corporation, United States
of America.

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