I. C PH TRUNG NGUYN V TNG GIM C NG L NGUYN V. 1. C ph Trung Nguyn 1.

1 Gii thiu s lc v Trung Nguyn

Ra i vo gia nm 1996 -Trung Nguyn l 1 nhn hiu c ph non tr ca Vit Nam, nhng nhanh chng to dng c uy tn v tr thnh thng hiu c ph quen thuc nht i vi ngi tiu dng c trong v ngoi nc. Ch trong vng 10 nm, t mt hng c ph nh b nm gia th ph c ph Bun M Thut, Trung Nguyn tri dy thnh mt tp on hng mnh vi 6 cng ty thnh vin: Cng ty c phn Trung Nguyn, cng ty c phn c ph ha tan Trung Nguyn, cng ty TNHH c ph Trung Nguyn, cng ty c phn thng mi v dch v G7 v cng ty lin doanh Vietnam Global Gateway (VGG) vi cc ngnh ngh chnh bao gm: sn xut, ch bin, kinh doanh tr, c ph; nhng quyn thng hiu v dch v phn phi, bn l hin i. Trong tng lai, tp on Trung Nguyn s pht trin vi 10 cng ty thnh vin, kinh doanh nhiu ngnh ngh a dng. i tin phong trong vic p dng m hnh kinh doanh nhng quyn ti Vit Nam, hin nay, Trung Nguyn c mt mng li gn 1000 qun c ph nhng quyn trn c nc v 8 qun nc ngoi nh: M, Nht, Singapore, Thi Lan, Trung Quc, Campuchia, Ba Lan, Ukraina. Sn phm c ph Trung Nguyn v c ph ha tan G7 c xut khu n 43 quc gia trn th gii vi cc th trng trng im nh M, Trung Quc. Bn cnh , Trung Nguyn cng xy dng c mt h thng hn 1000 ca hng tin li v trung tm phn phi G7Mart trn ton quc. Tm nhn v s mng: Tm nhn: Tr thnh mt tp on thc y s tri dy ca nn kinh t Vit Nam, gi vng s t ch v kinh t quc gia v khi dy, chng minh cho mt kht vng i Vit khm ph v chinh phc. S mng: To dng thng hiu hng u qua vic mang li cho ngi thng thc c ph ngun cm hng sng to v nim t ho trong phong cch Trung Nguyn m vn ha Vit. Gi tr ct li: 7 gi tr ct li ca Trung Nguyn - Khi ngun sng to: Sng to l ng lc hng u ca Trung Nguyn trong vic khng nh tnh tin phong cung ng nhng gi tr hu ch cho khch hng v nhn vin. - Pht trin v bo v thng hiu: Mi thnh vin c trch nhim xy dng, pht trin, nui dng v bo v thng hiu Trung Nguyn. - Ly ngi tiu dng lm tm: Lun ly s hi lng ca ngi tiu dng lm trng tm cho mi hot ng.

- Gy dng s thnh cng cng i tc: Hp tc cht ch trn tinh thn tin tng, tn trng v bnh ng v s thnh cng ca i tc cng chnh l s thnh vng ca Trung Nguyn. - Pht trin ngun nhn lc mnh: em n cho nhn vin nhng li ch tha ng v vt cht ln tinh thn cng nh nhng c hi o to v pht trin cng vi s ln mnh khng ngng ca Trung Nguyn. - Ly hiu qu lm nn tng. - Gp phn xy dng cng ng: ng gp tch cc xy dng mt mi trng cng ng tt p v gp phn pht trin s nghip chung ca x hi. Trit l kinh doanh: Tnh dn tc : vi kht khao khng nh sc mnh mt cch cng khai, mnh m ra th trng ni a Cnh tranh ton cu: xy dng nn kinh t giu mnh v t ch tng bc vn ra th gii vi v th ngy cng ln mnh Th v lc: l cuc cnh tranh khng cn sc ca doanh nghip trc nhng i th khng l nn pha huy ng tng sc mnh ca tinh thn Vit Nam Hiu qu: nhng chin thng nh lun phi hng v nc Vit v i, s mng ca cuc cnh tranh, s gp phn lm nn chin thng ln l khng nh kht vng nc Vit v i H thng nhng quyn u tin ca Vit Nam - C ph Trung Nguyn l Cng ty Vit Nam u tin p dng m hnh kinh doanh nhng quyn thng hiu. Bng s nng ng v sng to, Trung Nguyn xy dng c mt h thng qun nhng quyn rng khp trong nc v ti cc nc Nht Bn, Singapore, Thi Lan v Campuchia, vi mt phong cch thng thc c ph rt ring. - Vi hnh thc kinh doanh nhng quyn thng hiu, cc sn phm c ph Trung Nguyn c sn xut t nhng ht c ph ngon nht ca vng cao nguyn Bun Ma Thut, kt hp vi cng ngh hin i v b quyt ring c gii thiu n tt c mi ngi tiu dng trong nc v trn th gii. - Ngy nay, vi khong 1,000 qun c ph nhng quyn, Trung Nguyn lun em n cho ngi thng thc nhng tch c ph hng u Vit Nam ti bt k a im qun nhng quyn bt k no 1.2 Chin lc kinh doanh : Chin lc thm nhp th trng:

Cafe Trung Nguyn ti thi im ban u khi tip cn th trng Si Gn tht bi lin tip cho n mt mc lch s vo ngy 20/8/1998 h khai trng qun caf cho ung min ph 10 ngy. Thng qua hot ng ny Trung Nguyn gii thiu n khch hng sn phm cafe ca

mnh,ng thi hng dn khch cch thng thc cafe theo kiu Trung Nguyn. Su thng sau , ci tn C ph Trung Nguyn pht trin hn c mt doanh nghip c thm nin 20 nm ti thnh ph Bun M. S n nhn nhit tnh v nhanh chng ca ngi tiu dng to nn mt hin tng Trung Nguyn trn mnh t Si Gn nng ng v y cnh tranh.Trung Nguyn duy tr s pht trin y bng Tam gic chin lc-c mt qun pht trin th m thm 2 qun lin nhng ngi qun l duy tr s kim sot ,thit k, s phc v v cht lng cafe cc qun.Bn cnh gim chi ph qun l v chi ph hng tn kho trong lc cn kh khn v vn. Trung Nguyn thc hin mt cuc xm nhp th trng ngon mc nht trong lch s xy dng thng hiu Vit Nam. C th ni, c ph Trung Nguyn l mt thnh cng k diu ca xy dng thng hiu ti Vit Nam trong thi gian qua. Ch trong vng 5 nm, t mt xng sn xut nh ti Bun Ma Thut, Trung Nguyn c mt ti mi min t nc. Chin lc m rng th trng:

Sau khi chinh phc nhanh chng th trng trong nc bng cht lng v phong cch ring, c o ca mnh th Trung Nguyn bt u a thng hiu ca mnh ra th trng th gii vi chin lc nhng quyn kinh doanh ln u tin ti singapore vo nm 2000.Tuy nhin thnh cng ch tht s n vi Trung Nguyn vo nm 2002 khi h xut hin Nht Bn bn cnh 400 ca hng trn tng s 6000 ca hng ca starbucks tp on cafe ln nht th gii ca M v mt lot cc nhn hiu cafe Nht cng khng km phn nh m. Thnh cng ca Trung Nguyn Nht Bn thc s gip n nhy vt. n nay, thng hiu Trung Nguyn c mt Nht Bn, Thi Lan, Singapore, Trung Quc v Cng ha Sc. C ph rang Trung Nguyn cng c mt trong siu th v cc ca tim M, c, ng u, Php v Nga. Hin ng L Nguyn V ang trin khai cc hp ng nhm tm kim th phn cho C ph Trung Nguyn ti 15 nc nh c, c, Canada, i Loan, Malaysia, Philippin Chin Lc Pht Trin Sn Phm:

Cafe sng to l sn phm c trng gn lin vi tn tui ca Trung Nguyn.Sau khi sn phm ny c th trng chp nhn,Trung Nguyn nhanh chng nm bt th hiu ca khch hng,u t pht trin theo chiu su to nn mt dng sn phm caf sng to bao gm nm loi v c phn loi theo nguyn liu v gu thng thc caf: Sng to 1 - Culi Robusta: (gi 250g) Sn phm c ph c ch bin t nhng ht c ph Culi Robusta ngon nht, mi thm nh, v hi ng v nc pha mu nu m. Rt ngon khi dng nng hoc ung vi sa. Thch hp vi ngi c gu thng thc c ph m. Sng to 2 - Arabica, Robusta: (gi 250g)

S kt hp ca hai loi c ph Robusta v Arabica em n cho bn mt v m, mi thm nh, khi pha cho nc mu nu nht. Sn phm ngon nht khi ung nng. Thch hp vi ngi c gu thng thc c ph m va phi. Sng to 3 - Arabica S: (gi 250g) Nhng ht c ph Arabica s n t vng t trng c ph ni ting Bun Ma Thut, c chn la k lng to ra mt sn phm c ph c hng thm quyn r, v nh, nc pha mu nu nht. Pha vi sa thng thc mt ly c ph thm ngon hn. Thch hp vi ngi c gu thng thc c ph m va phi. Sng to 4 - Culi thng hng: (gi 250g) Hn hp c bit ca nhng ht c ph Arabica, Robusta, Excelsa, Catimor c ch bin theo b quyt Trung Nguyn cho ra i mt sn phm c hng thm bn, m , v m. Ngon hn khi dng chung vi hoc sa. Thch hp vi ngi c gu thng thc c ph m . Sng to 5 - Culi Arabica ho hng: (gi 250g) Mt sn phm c ph c ch bin t nhng ht c ph Arabica ho hng ca vng ni cao Lm ng, c v rt c trng, m nh, hng thm quyn r v nc pha mu nu en. Ngon hn khi dng chung vi . Thch hp vi ngi c gu thng thc c ph thm v nh. Chin Lc a Dng Ha:

Da trn nn tng bn sc vn ha Vit vi mang n cho khch hng s cm nhn rt khc bit v cch thng thc c ph m lu nay h cha tng c bit n. Trung Nguyn nghin cu v pht trin 30 loi c ph pha ch c hng v ring bit, to ra 9 loi mc hng v khc nhau cho sn phm ca mnh. Vi n lc ca mnh Trung Nguyn cho ra i nhng sn phm caf thng hng nh: caf chn, mt loi cafe t nht th gii v cng him nht th gii- xut khu sang cc nc pht trin. Hay sn phm caf ha tan G7 c u t k lng t cch t tn,bao b sn phm, h thng qung b.. vi tham vng chinh phc th trng 7 ncpht trin. Chin lc Marketing: Chin Lc Sn Phm:

a dng ha cc loi sn phm phn phi vi cc dng sn phm chuyn bit: 1. Weasel 2. Legendee 3. C ph Rang xay: bao gm cc nhm sn phm Hn hp (I, S, Nu, Primium Blend, Gourmet Blend, House Blend), Ch phin (1,2,3,4,5), Sng to (1,2,3,4,5,8), Espresso, Ht xay

3.1 Nhm sn phm Hn hp Hn hp I: Kht vng dn li thnh cng, kht vng cng mnh m th thnh cng cng v i. Bn tch c ph Trung Nguyn I, bn nh c thm ngi tri k, c ng nhng c m, kht khao ca bn thnh hin thc, tha ch ln. Vi cng thc phi trn c bit da trn s kt hp 4 loi ht Arabica, Robusta, Excelsa, Catimor tt nht cng nhng cng ngh ch bin c ph hng u th gii v b quyt khng th sao chp, c ph Trung Nguyn I vi mu nc nu m, hng thm nng, v m c trng c sng to nn vi nim em ti bn nhng tch c ph tuyt ho, nhng tng sng to t ph cng bn thi bng ln KHT VNG KHI NGHIP. Hn hp S: Con ng CHINH PHC THNH CNG vn khng d dng nhng vi tinh thn chin binh qu cm ca chnh bn v s hu thun vng chc bng cht lng tuyt ho ca c ph Trung Nguyn S s tip sc v nh thc nhng tng sng to t ph thc hin nhng gic m. Vi cng thc phi trn c bit da trn s kt hp 4 loi ht Arabica, Robusta, Excelsa, Catimor tt nht cng nhng cng ngh ch bin c ph hng u Th gii v b quyt khng th sao chp, c ph Trung Nguyn S c mu nc nu snh, hng thm y, v m chnh l mt ngi bn ng hnh ch thc trn con ng CHINH PHC THNH CNG. Hn hp N: V nh sc sng mnh lit ca i ngn, trong bn lun tim n ngun nng lng v bin. Nhp mt cm c ph Trung Nguyn Nu, bn s thy trn y sinh lc, sn sng hnh ng hn bao gi ht. c sng to nn bi s kt hp 4 loi ht Arabica, Robusta, Excelsa, Catimor tt nht cng nhng cng ngh ch bin c ph hng u th gii v b quyt khng th sao chp, c ph Trung Nguyn Nu mang mi hng thm nng quyn r, v m c trng s nh thc nhng tng sng to tim n v SC SNG I NGN cn ang ng qun trong bn. Premium Blend: TINH HOA C PH BUN MA THUT. L qu tng ca i ngn Bun Ma Thut, bn ch tc c bit ca Vit Nam ni cha ng Hn t - Hn Nc Hn Ngi ca vng Ty Nguyn Vit Nam i Ngn. Gourmet Blend: TINH HOA C PH BUN MA THUT. T nm 1857, vng t Bun Ma Thut nui dng nn nhng ht c ph ngon nht Vit Nam v th gii. Tuyn chn t nhng ht c ph ngon nht cng b quyt phi trn b quyt c o, Gourmet Blend c v m v hng thm nng nn kh qun. Khng ch l c ph tuyt ngon, Gourmet Blend chnh l ngun nng lng th thit cho tr no, gip bn sng to thnh cng. House Blend: DI SN C PH BUN MA THUT. T Ty Nguyn i Ngn, ni cha ng ca Hn t Hn Nc Hn Ngh - Hn Ngi, l vng t thing ling ca c ph. T nhng ht c ph ngon nht Ty Nguyn v b quyt phi trn c o, House Blend c v m v hng thm nng nn kh qun. Khng ch l c ph tuyt ngon, House Blend chnh l ngun nng lng th thit cho tr no, gip bn sng to thnh cng.

3.2 Nhm sn phm ch phin: SNG TO KIN THIT LCH S V KIN TO TNG LAI c ch bin t nhng ht c ph Robusta ngon nht ca vng t Thnh a c ph Bun Ma Thut cng nhng cng ngh hin i nht th gii v b quyt ring khng th sao chp, CH PHIN mang hng thm du lu luyn, v m mn m v gic chuyn dnh cho nhng ngi snh c ph v cc qun c ph mun s hu gu c ph ring bit. c bit, phi trn cc loi Ch phin theo cng thc v hng dn c bit t cc chuyn gia c ph Trung Nguyn cn c th gip bn to ra gu ung c ph ring, mang hng v c trng ch c qun bn. Sn phm chuyn cho knh qun, thch hp vi nhiu cch pha ch khc nhau. 3.3 Nhm sn phm Sng To: SNG TO TO NN LCH S V KIN TO TNG LAI Lch s th gii minh chng, c nhng tng sng to trc y c coi l in r, khng tng th nay thnh hin thc v lm thay i hon ton th gii. Nhng tng sng to tip theo ti sao khng th bt u t chnh bn? Bi sng to l gi tr v sc mnh v i tim n bn trong mi chng ta. T nhng nim trn, cng s thu hiu su sc v c ph trong vai tr ht nhn sng to, cc chuyn gia ca Tp on Trung Nguyn dy cng nghin cu v bo ch thnh cng dng sn phm C PH SNG TO C ph tuyt ngon, chuyn cho no sng to tin phong khai ph nhng thch thc, nh cao tr tu mi. 4. C ph ha tan G7: bao gm 3in1, 2in1 (en ), Ha tan en, Gu mnh X2 (2in1 v 3in1), Cappuccino, Passiona v White Coffee G7 3in1: Vi cng ngh rang v ch bin ti Bun M Thut v trung tm iu khin ti c Duy nht Trung Nguyn s hu cng ngh kp chu u v b quyt khng th sao chp ca Trung Nguyn, G7 3in 1 c ph ha tan th h mi gip sng to thnh cng. G7 2in1 (en ): G7 en , c ph Vit thun ty 100% c v ng rt c ph, ng "gu" c ph en ca ngi Vit. G7 Ha Tan en (khng ng): G7 Ha Tan en mang n s tin li nht cho ngi s dng: thun tin pha ch theo cch dng c ph ring ca mi ngi. G7 Gu Mnh X2: C ph G7 Gu Mnh X2 l sn phm c ph ha tan c o c hng v v mnh gp i so vi cc sn phm c ph ha tan cng loi. Mt sn phm c ch ca Trung Nguyn dnh tng cho ngi snh v am m c ph theo cch ung tin dng nht. Gu Mnh X2 hin c ti th trng di 2 dng sn phm 2in1 v 3in1 phc v ngi dng c ph. G7 Cappuccino: Mang hng v tinh t, G7 Cappuccino c v hp dn ca sa v ngt ngo ca kem, gip ngi yu c ph c th thng thc ly Cappuccino tinh t khng cn my pha, hay khi qu bn rn khng th n qun. L sn phm duy nht ca Trung Nguyn c thm lp vn kem c bit. Cappiccino c 3 hng v c a chung: Mocha, Hazelnut v Chocolate.

G7 Passiona: T nim am m c ph mnh lit, Trung Nguyn sng to nn sn phm c o c ph Passiona c ph cho phi p vi cng thc huyn b phng ng, tng cng hm lng collagen gip da sng p t nhin. Passiona l tuyt phm t s am m, khai m nng lng sng to hng n v p hon m thnh cng v tri thc. G7 White Coffee: White coffee bc su l s ha quyn gia v c ph thun khit v hng sa ngt ngo, gip bn khng ch thng thc v c ph thun khit c trng m cn b sung thm nng lng nh mt ba n nh trong ngy. Sn phm duy nht ch c ti Trung Nguyn. 5. C ph ti, ra i nm 2011, l nc ct c ph m c c c trch ly t ht c ph Robusta nguyn cht trn dy chuyn cng ngh ch bin hin i, trong mi trng tit trng v khp kn t nguyn liu n thnh phm cui cng nn C Ph Ti gi li c trn vn tinh cht c ph. Hin nay sn phm ny c 2 hng v la chn: C Ph Ti Gu Truyn Thng: hng v m , ph bin. C Ph Ti Gu Snh iu: hng v m m, thm c trng. Trong lc cn st v thnh cng ca nhn hiu cafe Trung Nguyn xem chng bo ha vi d lun th bt ng 11/2003 Trung Nguyn cho ra i sn phm caf ha tan G7 ,chnh thc tuyn chin vi ng ln nestcafe ang chin hn 50% th phn caf ha tan vi phng chm nh bi cc i gia nc ngoi ti Vit Nam trc khi ra th gii.V Trung Nguyn lm thay i cc din th phn caf ha tan trong thigian ngn:th phn nestcafe gim cn 45%,G7 chim 21%,phn cn li thuc v nhiu nhn hiu khc.y l chin lc i mi sn phm ca Trung Nguyn ngay ti thi im sung mn nht. Chin Lc Phn Phi:

Ni n h thng phn phi ca Trung Nguyn th khng th khng nhc n nhng quyn kinh doanh, mt chin lc gp phn to ln vomng li phn phi ca Trung Nguyn. Nm 2006 Trung Nguyn cho ra i 500 siu th miniG7 Mart- H thng phn phi G7mart c xy dng da trn nn tng nhn lc, ti lc, gi tr thng hiu ca Cng ty c ph Trung Nguyn v 70 trung tm phn phi trn c nc gp thm vo h thng phn phi hng hu ca Trung Nguyn. T y s pht trin thnh cc trung tm thng mi,i siu th. Chin Lc Truyn Thng C ng:

C th ni thnh cng ca Cafe Trung Nguyn l nh mt phn to ln ca truyn thng, c ng. Hat ng qung co ca Trung Nguyn l khng nhiu, hiu qu tht s m Trung Nguyn t c l nh PR-quan h cng chng da trn nn tng gi tr ct li m cng ty hng n. Trung Nguyn thi hn dn tc vo logo v slogan ca mnh, cao tnh t tn dn tc trong tng sn phm. Chnh v vy m Trung Nguyn nhanh chng c c lng tin ca ngi tiu dng. V slogan Khi ngun sng to tr nn quen thuc khng ch vi nhng ngi lm trong cc lnh vc lin quan n sng to.

Cc chng trnh cng ng m Trung Nguyn t chc mang li ting vang ln v xy dng c thng hiu p trong lng khn gi. Cho n nay, Trung Nguyn t chc thnh cng cc chng trnh truyn thng cng ng: Sng to v thng hiu Vit: khuyn khch ngi tiu dng Vit Nam tch cc dng hng Vit Nam. To ng lc thc y cho cc doanh nghip Vit Nam thc, u t v xy dng thng hiu ring cho sn phm Vit Nam Qu khi ngun sng to :nhm h tr v khuyn khch cc sinh vin c gng vt qua hon cnh kh khn t c nhng thnh tch ni bt trong hc tp Din n Nc Vit ta nh hay khng nh v chng trnh Ngy hnh ng v nc Vit v i Xy dng thng hiu nng sn Vit Nam: chng trnh c xy dng nhm mc tiu pht trin cc sn phm nng sn Vit Nam tr thnh cc thng hiu nng sn ni ting nhm nng cao sc cnh tranh trn th trng th gii Chng trnh Cng Trung Nguyn ti chc Vit Nam v Ngy hi sng to v kht vng Vit: nhm ku gi tinh thn kht vng ln trong khi nghip kin quc ca th h tr thay i i mnh v v mt Vit Nam kht vng, sng to, yu thng v thnh vng. M hnh ti nh git cho cy c ph ti Eatul: M hnh s dng cch ti nh git kt hp vi bn phn qua nc cho cy c ph gip mang li hiu qu kinh t cao (tng sn lng, tit kim chi ph, v.v). M hnh c trin khai t u nm 2010 do Cng ty C ph Trung Nguyn ti tr vi qui m 5.000 m2 v 4.000 m2 cn li trong vn lm i chng. M hnh l mt trong nhng bin php gp phn thc y chng trnh pht trin c ph bn vng, bo m sn lng c ph trn a bn, gp phn bo m s tng trng kinh t. 2. Tng gim c ng L Nguyn V. 2.1. Gii thiu s lc v ng L Nguyn V ng L Nguyn V l mt doanh nhn Vit Nam. ng l ngi sng lp, ch tch kim Tng Gim c Tp on c ph Trung Nguyn, Vit Nam. ng l ngi c National Geographic Traveller v Forbes Asia vinh danh l Vua C ph Vit Nam. Ngoi ra, ng V cn c bit n nh mt nh t tng v ng thi l mt nh hot ng cng ng khng mt mi. ng sinh ngy 10 thng 2 nm 1971 ti Nha Trang, Khnh Ha trong mt gia nh nng dn ngho. Nm 1979, gia nh ng chuyn n sinh sng huyn min ni Mdrak, tnh k Lk, Vit Nam. Tri qua tui th thiu thn, nm 1981, b ng lm trng bnh, gia cnh sa st, t hnh thnh ch lm giu trong ng. Nm 1992 vt trn hon cnh c cc kh khn, ng nhp hc Khoa Y, i hc Ty Nguyn. T nm th hai i hc, ng thc su sc v hon cnh ca mnh v i lm thm kim tin trang tri cuc sng. ng thi trong giai on ny ng

bt u cc hot ng tm ti v nghin cu v lnh vc c ph. T cho n nay, cc hot ng ca ng u gn lin v xoay quanh nim am m c ph. Cc gii thng ng L Nguyn V v C Ph Trung Nguyn nhn - Bng khen ca Th tng Chnh ph trao tng nm 2000 - Gii thng Doanh nghip Sao do Hi doanh nghip tr Vit Nam trao tng nm 2002 - Gii thng Sao Vng t Vit nm 2003 ca Hi Doanh nghip tr Vit Nam trao tng - Hun chng Lao ng hng Ba c Nh nc trao tng nm 2004 - Bng khen ca y ban dn tc trao tng v thnh tch xut sc ng gp trong s nghip pht trin kinh t-x hi vng. - Gii thng Doanh nghip xut sc ASEAN 2004 - Danh hiu Hng Vit Nam cht lng cao (1999-2007) chn nm lin do ngi tiu dng bnh chn. II. NHNG T CHT CA GIM C ( NG L NGUYN V) LM NN THNH CNG CA DOANH NGHIP ( C PH TRUNG NGUYN) 1. Kht vng lm giu chnh ng

ng L Nguyn V xut thn trong mt gia nh ngho , ba m sng bng ngh nng vi cng vic rung ng, lm ry c ph nn khng xa l g vi nhng cng vic nng nhc, cc kh ca nh nng. Tri qua tui th thiu thn, nm 1981, b ng lm trng bnh, gia cnh cng sa st, t thi thc v hnh thnh ch lm giu trong ng. ng thi u i hc Y khoa Ty Nguyn nm 1990. thc v ci ngho ca mnh nn t nm th hai, ng i lm thm c tin trang tri cuc sng sinh vin. Trong nhng gi chi, gi sinh hot ngoi kha, hay t hc, nhn nhng bn b mnh c thoi mi tp trung vo vic hc th bn thn phi tch mnh ra khi nhng vic bn chi lm thm, kim sng khin ng mang nhiu mc cm, nhng suy ngh day dt v s ngho kh ca mnh. Nhng ngy hc trng Y, ng lc no cng trn tr v cng vic v cuc sng ca mt ngi thy thuc v thy ng lng cng chc h nhn c ch n sng. thc v s gii hn ca cuc sng v hon cnh gia nh tc ng rt ln n t tng ca ng. gi phi hnh ng thot ra khi ci ngho kh ca gia nh, thot ra khi s mc cm ca bn thn thi thc ng hnh ng, lun lun ngh phi lm iu g cho gia nh, cho bn thn. ng quyt nh b hc, ln Si Gn xin mt vic g lm v ch tr li khi l ngy vinh quang ti sng. ng ni iu ny vi ba ngi bn thn ca mnh trc lc chia tay. ng

tm n ngi ch cha mt ln gp mt v ch ng ngi Nng di dn vo Si Gn lu. Hai ch chu hn huyn tm s. ng by t ni lng ca mnh: mt, quyt i khng tr li; hai: vic g cng lm; ba: phi i i. ng k vi ch nhng iu nung nu t lu. V chuyn ngho l nhc. V chuyn ba ng bnh m c dng tc khng th o u ra hai triu ng ch ng nghe tt c nhng ri gt: tt c nhng iu chu nung nu u ng nhng khng phi lc ny. Vic lc ny l hc cho xong ci . ng ch chic cu thang trong nh: mi ln leo cu thang ch nn i mt bc. Cui cng ng ha: hc cho xong i ri xung Si Gn ng gip cho lm n. Cn trc mt, c chi, chng no chn th v.ng ng mi ngy th t tng bt u du li, suy ngh v vic tip tc i hc. Hm v, ch mua cho v my bay. Ln u tin bay trn bu tri, ng c cm gic lng lng, cm xc mnh mang trong khng gian bao la ln u tin tht kh t. V ngay chnh lc , ng c c m c bay i khp th gii, c th thi im l in r. ng tr li ging ng v bt u con ng ring ca mnh. C th thy, ngay t khi cn l mt chng thanh nin tr, ng L Nguyn V nui dng mt kht vng, mt mong mun mnh m n chy bng l tr nn giu c, l thot khi cuc sng ngho kh, thiu thn m ng v gia nh phi tri qua trong bao nm qua. Chnh ci kht vng lm giu lun thng trc trong tm tr tr thnh ngun ng lc ln lao thc y ng phi hnh ng, phi lm g trn chnh mnh t qu hng mnh, bng chnh sc lc ca mnh v tng v hng c ph Trung Nguyn c vun p, hnh thnh. 2. Kin thc

Kin thc ca gim c trc ht phi l kin thc tng qut t c th xc nh c u t vo u, lnh vc no, khi no l thun li, hiu qu nht....ng L Nguyn V qu l ngi c kin thc tng qut su rng. Vo gia nhng nm 1990, Vit Nam tr thnh mt trong ba nh sn xut c ph ln nht th gii, tuy nhin, hu ht c ph ca Vit Nam u c cht lng thp v xut khu vi gi thp. Cng vo nhng nm , th trng c ph Vit Nam (c bit l ti cc tnh, thnh ph pha Nam) hu nh l b ng, trong khi ung cafe khng ch n thun l nhu cu gii kht, thm ch khng n thun l thng thc. Ung c ph c th coi l mt nt vn ha mang m bn sc ca ngi Nam B. Cc qun c ph l im hn thng xuyn ca nhiu tng lp: t sinh vin, hc sinh ti cn b cng chc, t cng nhn lao ng ti gii vn ngh s... th nhng trong giai on ny cc qun cafe ch yu mang tnh cht gia nh, ngun cung cp khng r rng, khng mang tnh h thng v hu nh khng c chin lc pht trin di hn. V ng L Nguyn V nhn thy c hi pht trin ln ca c ph trong thi k y kh khn, thch thc y. ng tin tng rng ngi Vit c th sn xut c nhng loi c ph snh iu, cht lng cao v gi c hp l. Th l vo nhng nm 1990, t b cng vic bc s, ng L Nguyn V cho ra i nhn hiu c ph Trung Nguyn vi bc khi u ch l mt l rang c ph c ti Bun Ma Thut nhng ch vi nm sau ng a Trung Nguyn n mi min t nc v vt ra khi bin gii Vit Nam, a ngnh c ph Vit Nam vt ra khi mc cm l c ph cht lng thp, gi r. V ngay t u ng xc nh s xy dng Trung Nguyn tr thnh mt thng hiu cao cp trong th trng ang pht trin ngay c khi thu nhp

bnh qun u ngi ti Vit Nam lc ( u nhng nm 90) mi ch l 250 USD (s thng k vo nm 2011 l 1.200 USD), vi mong mun thu ht th trng c trong nc cng nh xut khu, cnh tranh trc tip vi cc nhn hiu a quc gia nh Nescafe, Starbucks v nh v nhn hiu nh mt phn vn ha truyn thng ca Vit Nam. c bit, ng V cn mnh dn p dng c chiu nhng quyn thng hiu ln u tin ti mt doanh ngip Vit Nam. "Trung Nguyn khng b vn ra m qun m ch cho mn thng hiu, cc ch qun ly hng v cng thc pha ch ca chng ti kinh doanh. Chng ti m bo cht lng ca mt ly c ph qun ny cng ngon nh bt k qun no khc trn c nc. Hnh thc ny c nhiu hng nc ngoi p dng v to nn nhng thnh cng nhng Vit Nam th cn kh mi m" - ng V tm s. Phng thc ny c li cho c hai pha: Trung Nguyn khng mt vn u t m vn c h thng tiu th, cn nhng ngi c mn thng hiu - cc ch qun c ph Trung Nguyn - th c th nh cy c mt thng hiu ni ting, c c sn phm mang n cho khch hng. Mi y nht, nm 2013, ang lc Trung Nguyn mt i sc ht do khai thc qu nhiu vo yu t yu nc th Starbucks, k ng u ngnh coffee th gii xut hin, gn nh ngay lp tc Ch tch ng L Nguyn V dng chin thut "Second bird" trong hot ng kinh doanh ca mnh i ph vi ng ln. Second bird- con chim th hai trong n- l mt chin thut marketing hiu qu. Khi tin t hn, th yu hn, doanh nghip phi khn kho chin u vi chnh doanh nghip u n, nhm thu ht s ch ca th trng vo v th th hai ca mnh. Starbucks tuyn b s m ca hng trn khp t Vit th Trung Nguyn ln ting s chinh phc th ph c ph th gii M... Rt nhanh, mi nh mt dn vo Trung Nguyn v "Khn gi" thy 2 i th u nhau mi bt u ch ti cuc chy ua ca 2 thng hiu trn. Kt qu l k yu hn rt nhiu nh Trung Nguyn li c xp chung chiu vi g khng l Starbucks - thng hiu c ph s 1 th gii. ng L Nguyn V v Trung Nguyn lm c mt vic kh khn l khng tt li xa so vi con chim u n l Starbucks. V Trung Nguyn "bay" st Starbucks s c li v s pht trin nhanh hn nh sc ht mnh theo qun tnh, iu ny cng tn sc, tn tin truyn thng cho Trung Nguyn. y cng l mt trong nhng bc i th hin s nhanh nhy, sng sut, mt tm hiu bit su rng cc lnh vc ca ng L Nguyn V. Tuy nhin, nu ch c kin thc tng qut su rng l cha ng L Nguyn V a hng Trung Nguyn t mt ca hng rang xay c ph b t pht trin thnh mt doanh nghip c doanh s 200 triu . ng khng ch am hiu tng tn v cc loi c ph, cc cch rang xay, pha ch, thng thc c ph ng iu, ng L Nguyn V cn bit vn dng cc chin lc kinh doanh mt cch ti tnh, t chin lc thm nhp th trng, ri m rng th trng, pht trin sn phm, n cc chin lc marketing u c Trung Nguyn s dng rt hp l, ph hp vi tnh hnh thc t ca tng giai on. y cng chnh l yu t then cht c ph Trung Nguyn pht trin nh ngy hm nay di bn tay nho nn ti tnh ca ng L Nguyn V. 3. C nng lc qun l v kinh nghim tch ly, to dng mt ekip gip vic

Ngay t khi khi nghip, ng L Nguyn V rt may mn khi c nhng ngi bn thn lun st cnh bn cnh ng h, gip . ng chia s vi h nhng bn khon, suy t ca mnh v gi tr ca c ph, v s ngho kh ca ngi trng c ph Vit Nam.... v cng vi 3 ngi bn thn hn vn mua mt l rang c ph. D vt v, thiu thn ng t thiu ch t l rang khng nh hng n dn c xung quanh, thiu vn mua c ph ht v ch bin, thiu c phng tin vn chuyn c ph cho khch hng v n khi m c ca hng u tin cng bt li v v tr v din tch, nhng vt ln trn tt c, Nguyn V cng nhng ngi bn ch ct vn st cnh bn nhau lp ra hng c ph ca nhng thng khng, d cn gin d, n s nhng cht lng c ph th c ngi dn trong vng khng nh ngon, ng cht. Sau , h tm c mt i tc Long Xuyn cng hp tc m l rang xay ch bin c ph, phn phi c ph ti Min Ty. Nhng ch sau mt vi thng mi lin kt v ng thun v t tng hnh ng vi i tc b ph v, c on ko nhau v m trong lng cn mang nng s ging co v t tng gia s dt khot v khng dt khot vi i tc. Ring ng V lc th suy ngh rt r rng: th dt khot cn hn vn c tip tc hp tc trong s kh khn, toan tnh i ph vi ni b th u cn sc lc bn chi, chin u ngoi th trng. S tht bi trong vic hp tc u tin ny lm ti rt ra c mt kinh nghim: khi hp tc th phi ng thun v t tng, phi chia s c nhng suy ngh, phng thc kinh doanh v iu quan trng nht l phi chn ng i tc.(Trch t cun sch Ti nng v c dng). y cng chnh l im khc bit ni tri ca ng so vi bn b, mt mu ngi qun l nng ng, khng d nn lng, t b mc tiu khi gp tht bi, lun tm kim nhng kinh nghim, thng qua vic nh gi kt qu ca tng bc cng vic c v cha c, a ra nhng gii php nhm iu chnh chng trnh tip theo cho ph hp vi hon cnh c th, nng cao hiu qu cng vic. Tht bi Long Xuyn lm h cn kit hon tn v vn ling, cng vic kinh doanh c ph Bun Ma Thut cng gp nhiu b tc, h khng bn c c ph, cng vic kinh doanh ch cm c tnh c tng ngy. Cu hi t ra l vn ling u tip tc duy tr. Lc , c mt ngi bn i lm c ba nm v dnh dm c trong sut thi gian mua mt chic xe Dream tr gi khong gn 30 triu. Ti thi im th chic xe l c mt ti sn rt ln ca bn thn v gia nh. H suy ngh v quyt nh ng mun mn chic xe mang i bn lm vn kinh doanh. H t vn vi ngi bn mt cch chn phng: nu cho mn th coi nh mt v nu thnh cng th chng ti tr li, ngi bn v suy ngh v quyt nh cho h mn xe em i bn. By gi ti c sc mua c ngn chic xe Dream nhng vn khng c chic xe no qu gi bng chic xe my tnh bn ca chng ti ngy cng vi s phiu lu ca tui tr. Gi tr v gi ca tnh bn l nhng thi im kh khn nht c nhng ngi bn chia s, st cnh cng chng ti bt u vic tip tc gy dng Hng c ph Trung Nguyn.(Trch t cun sch Ti nng v c dng). Khng th ph nhn thnh cng ca ng L Nguyn V v Trung Nguyn ngy nay l khng c yu t may mn, v mt trong nhng iu may mn nht m ng c chnh l nhng ngi bn ch ct, nhng ngi sn sng mang c gia sn, sc lc bn thn gip bn b nhng lc kh khn, hon nn.

Hin nay, ng L Nguyn V cng kp ca mnh xy dng nn mt Trung Nguyn vi hn 3000 nhn vin lm vic cho cng ty c phn Trung Nguyn, cng ty c phn TM & DV G7 ti 3 vn phng, 2 nh my v 5 chi nhnh trn ton quc cng vi cng ty lin doanh VGG hot ng ti Singapore. Ngoi ra, Trung Nguyn cn gin tip to cng n vic lm cho hn 15.000 lao ng qua h thng 1000 qun c ph nhng quyn trn c nc. ng lun cao v gy dng tnh on kt trong ni b cng ty. i ng qun l ca tp on Trung Nguyn hu ht l nhng ngi tr, c o to bi bn, cng vi cc chuyn gia t vn c kinh nghim lm vic trong cc tp on nc ngoi. i ng nhn vin ca tp on lun c to nhng iu kin lm vic tt nht c th hc hi, pht huy kh nng v cng hin vi tinh thn Cam kt Trch nhim Danh d. c sng to Bn cnh ekip gip vic tt, t chc qu trnh kinh doanh c hiu qu, gim c cn tho vt v c c sng to, c kh nng nhn xa trng rng, kh nng tin on v phn tch cc tnh hung hoach nh cho mnh nhng bc i trong tng lai. Qua qu trnh xy dng v pht trin Trung Nguyn gn nh t hai bn tay trng, tht khng qu khi khng nh, ng L Nguyn V c tha t cht ny. Ngy 20-8-1998 i vo lch s hng c ph Trung Nguyn khi ng cng ekip khai trng qun c ph u tin ti s 587 Nguyn Kim, Qun Ph Nhun, Thnh Ph H Ch Minh vi hnh thc phc v ung c ph min ph trong vng 10 ngy. V cng l qun c ph t ph i vo lch s ca gii ung c ph Si Gn khi ln u tin c mt qun c ph phc v ung c ph min ph. Khng ch phc v min ph, ng cng ekip ca mnh tm hiu rt k cc qun c ph Si Gn quyt nh a rt nhiu loi c ph khch hng chn la v hng dn cch thng thc c ph ng ngha theo kiu c ph Trung Nguyn. Qu trnh xy dng Trung Nguyn cng l mt minh chng r rng v t duy sng to t ph ca ng L Nguyn V. Nhng nm 2000 l giai on th gii ton cu ha, ng nhn ra rng thng hiu l hnh nh quc gia. Thy Toyota, Sony, Hitachi, JVC ngi ta bit l Nht. Thy Mescedes l ngh ngay ti cVy u l hnh nh ca quc gia mnh.. V th l Chin lc xy dng thng hiu ca Trung Nguyn c ln k hoch cn thn. cnh tranh vi cc cng ty a quc gia v c ph chuyn trong lnh vc chui ca hng c ph hoc thng hiu a quc gia nh Nescaf, ng V nh v thng hiu Trung Nguyn l mt phn ca truyn thng Vit Nam.Mt bo tng c ph th gii ti Vit Nam minh chng cho lch s pht trin ca ngnh c ph Vit Nam. Mt trong nhng sn phm c bit, ni ting nht ca Trung Nguyn l C ph Chn (Weasel), c lm t ht c ph thng qua qu trnh tiu ha t nhin ca nhng con chn hng sau khi n nhng tri c ph ngon nht, cng vi b quyt phng ng c sc ca Trung Nguyn. Sn phm tinh t, ng cp ny duy nht trn th gii, c b ngoi giao lm qu tng cho cc Nguyn Th Quc Gia v chn lm i s ngoi giao vn ha. Kt hp di sn vn ha v tnh hin i l im c sc ca Trung Nguyn, c th hin r trn bao b, trong m hnh thit k, trang tr ca cc qun c ph. Vi slogan Khi ngun sng to Trung Nguyn to cm hng, thc y sng to cho nhng ngi thng thc c ph. ng Nguyn V khi dy kht vng trong mi ngi dn Vit Nam. Mi u khi

mi thnh lp ch c tng lp tri thc tr l chp nhn thng hiu v cc qun c ph Trung Nguyn, th nhng dn dn tng bc mt cc qun ca Trung Nguyn tr thnh nhng trung tm quan trng ca x hi,ni m mi ngi c th thng thc c ph cng nhau, cng nhau trn tr v v th ca Vit Nam v ri c th cng nhau hnh ng nng tm v th, a vn ha Vit vn ra ton cu. Xy dng mt thng hiu ng cp trong mt th trng mi ni c v l mu thun. Nhng vi trng hp Trung Nguyn, ng L Nguyn V cho thy iu c th thc hin c. Bng s kt hp yu t vn ha dn tc, cc gi tr v to nn mt thng hiu giu kht vng m qua cc tng lp tri thc tr nhn thy mnh trong v kht khao khng nh, Trung Nguyn lm thay i th trng c ph Vit Nam v s thay i th gii trong tng lai v thnh cng ca Trung Nguyn chnh l li khng nh cho mt khi c thng minh, sng to khng ngng ngh ca ng L Nguyn V. Ngay c trong nhng chin lc xy dng v pht trin Trung Nguyn cng th hin mt khi c thng minh, sng to tuyt nh ca ng. Tiu biu nh trong chin lc nh gi sn phm ca Trung Nguyn khi thm nhp v th trng Nht Bn. Nht Bn l mt quc gia ni ting vi ngh thut tr o truyn thng, bn cnh th ngi Nht cng bit n caf t rt sm (nm 1800).Chnh v vy Nht l mt th trng kh kht khe v gu thng thc. Tuy nhin i l nhng quyn Trung Nguyn ti Nht Bn li n nh gi mi tch c ph Trung Nguyn cao hn 50% so vi Starbucks v cao hn 25% so vi cc c ph ni a khc. V Trung Nguyn gt hi c thnh cng ngay ti th d Tokyo to nn bc nhy thn k cho Trung Nguyn trn ng hi nhp,lm n by pht trin h thng nhng quyn mt lot cc nc pht trin khc. ng L Nguyn V cn c bit n nh mt ngi c nhiu tng sng to c nhiu ngi ng h v hoan nghnh: Hc thuyt c ph: Trong qu trnh lm vic vi ht c ph, ng V xng, pht trin hon thin mt trit l thc hnh l C ph trit o, gm cc im ct yu sau:

1. C ph l bu vt ca tri t, l di sn vn minh v nng lng kch hot sng to cho mi ngi. 2. Tin trnh pht trin sng to ca con ngi c ba giai on: sng to thch nghi (Adaptive Creativity), sng to v lng tham (Greedy Creativity), v ang bc vo giai on chuyn giao sang mt k nguyn mi - Sng to c trch nhim. 3. Sng to c trch nhim vi tinh thn hi ha ha l con ng gii quyt cc bt ng, bt cn xng, kin to i ng pht trin bn vng. 4 nguyn tc trong m rng cng tc a phng pht trin ngnh c ph Vit Nam ti cc nc trng v xut khu c ph:

1. Cng bng ha gi tr th hng cc i tng trong ton chui gi tr c ph ton cu. 2. Pht trin bn vng ngun cung cp nguyn liu c ph.

3. Thng nht thc thi nh chun c ph tiu th xut khu. 4. Thc thi o c kinh doanh.

7 sng kin trng yu cho ngnh c ph ton cu:

1. T duy li khi nim v c ph. 2. Tm nhn v mt cng ng c ph ton cu. 3. a dng ha v cc phong cch, thi quen, chun mc, v vn ha thng thc c ph. 4. Tun hon ha mt cch tng th v tch hp chui sn xut c ph. 5. Cng bng ha qu trnh trao i v phn phi gi tr c c t ngnh c ph. 6. Gp phn ch ng hnh thnh ch bn v nng sn cho h thng tin t ton cu. 7. Cng to dng nhng a bn c tnh hnh mu cho ngnh c ph. ng l mu ngi ni l lm khng ni cho mm. ng khng chp nhn sng chung vi s manh mn, hay h khu hiu sung. ng lun c ng cho mt Hoi bo, ba Tinh thn. Trong , mt Hoi bo l: Vit Nam tr thnh mt quc gia i u, chinh phc v nh hng; cn ba Tinh thn l: Chin binh, Doanh nhn v Sng to. ng xc nh 3 mc tiu phi lm cho bng c trong i ngi: Ton cu ha Trung Nguyn; ng gp vo chin lc quc gia cho mt Vit Nam hng mnh; Theo ui Hc thuyt C ph trn phm vi ton cu. Mi nghe ng L Nguyn V ni c l nhiu ngi pht ngn, nhng nghe k th thy hay, cng nghe cng thy c nhiu th c l. Nghin cu lch s ca nc ta v nhiu nc khc, ng nhn ra rng, im ch t ca cc dn tc t thnh cng l vn ha Thi m thiu nim tin ln, khng c kht vng ln, khng c t tng gy nh hng, khng dm tranh tin i u. ng ni, cha bao gi th gii tr nn kh lng nh ngy hm nay vi hng lot khng hong an xen ton cu v bin i kh hu, kinh t ti chnh, nng lng, lng thc, i ngho, dch bnh, xung t sc tc - tn gio, i u chnh tr qun s, khng hong nhn vn v o c x hi, him ha khng b, v kh git ngi hng lot y l ch du ca khng hong ton din, an xen v trm trng, khng hong v h gi tr pht trin, ngay c i vi cc quc gia thnh cng nht. Hn bao gi ht, ton th gii cn phi T Duy Li, Thit K Li v Vn Hnh Li. Nhn loi c c nn vn minh nh ngy nay l nh c sng to, Khng c sng to, khng c lch s. Theo ng, lch s loi ngi c chia lm 3 thi k chnh: Sng to Thch nghi, Sng to v Lng tham v gi y phi l Sng to c Trch nhim. Sng to v lng tham v hnh tin tn ph th gii trong my trm nm gn y. C 4 cp quc gia thnh cng: Thng nht gia dn tc vi quc gia; Tr thnh quc gia c lp hng mnh; Tr thnh quc gia ch cht trong nn vn minh; v mt nn vn minh dn dt th gii. Chng ta u ang c vn ti 4 cp ny. Mun t c cc cp , chng ta cn thu hiu mnh, hiu bn b, hiu i tc v hiu k th cng nh hiu xu hng ch lu ca thi i. Trong , quan trng nht l ta phi hiu r chn t k tc bn thn mnh. Chng ta c tha iu kin hin thc ha. Nhng mun lm nn, nhm nhn lc dn dt Vit thit yu cn c cng kht vng, tm nhn, ng tm v

quyt tm cao ; Tt thy chng ta u phi dc sc hng tm cho cc mc tiu; Chng ta s thnh cng nu la chn ng chin lc, c phng php ng, v thc thi thng minh. ng cho rng, nu l mt quc gia thng nht th phi c s thng nht gia quc gia v dn tc. C tinh thn gia tc v tng tc th phi c tinh thn quc tc tc tinh thn quc dn. S d th gii ang khng hong bi cha thot khi ci bng t tng kinh t cc oan c ca Adam Smith, Keynes, cho n hc thuyt a chnh tr Mackinder, hc thuyt bin Mahan; hc thuyt quyn mu i u ca Tn T, Clausewitz, Machiavelli; hc thuyt cnh tranh sinh tn Darwin, thuyt dn s tiu cc Malthus cng nh cc hc thuyt mang tnh i khng v thc h v cc tn gio c v tr quan, nhn sinh quan c. Nhng t tng hng v trit tiu ny tip tc l ci r to thnh cc phn cc e da ln nhau. Hn bao gi ht, chng ta cn c nim tin rng, ton th nhn loi hon ton c th to ra mt th gii hi ha v cng pht trin bn vng vi nhng li ch mang tnh ph qut v khng loi tr ln nhau. V cha kha khng g khc chnh l Tinh thn C ph thn tnh. Hc thuyt C ph ra i vi ht nhn l Tinh thn C Ph Sng to c trch nhim. Tinh thn C ph pht biu rng: Mi ngi ai cng c th thnh cng; mun thnh cng cn c sng to; c ph kch xc sng to; nhng sng to cn c mt s iu kin nn tng v vn ha v chnh tr. T tinh thn nhn bn , c th ni c ph l nng lng ca nn kinh t tri thc, kinh t sng to, kinh t bn vng, gip kin to th gii mi. C gn 3 t ngi yu v am m c ph trn ton cu, xuyn tn gio, vn ha, a l, th ch chnh tr. y l mt lc lng sng to hng hu, v nu h hng ti sng to c trch nhim th th gii s v cng tt p. ng ni, hin nay ang l thi im giao thoa gia nguy c ngn nm v c hi ngn nm m chng ta cn thay i chp ly c hi hi nhp. Mt l, ton b th gii ang ri vo khng hong chung, v bn cht ca cuc khng hong l khng hong ti nguyn thin nhin v khng gian sinh tn cho loi ngi. Hai l, th gii ang b chi phi bi cc t tng i u cc oan trit tiu ln nhau. Ba l, tip tc c xung t, tranh chp i vi cc ngun lc pht trin. Bn l, loi ngi vn theo qun tnh t duy c ca nh nguyn lun dn n phn tranh. Nm l, vn ln nht ca loi ngi hin nay l khng hong nim tin. Nhng mi nguy chung ng bo ng cp cao nht. Mc tiu ca ng l r rng v lin hon: on kt dn tc Thng nht ASEAN Hi t th gii. Vit Nam c y iu kin thc thi chin lc nh v trung tm. y l thi i m cc th lc dch chuyn trng tm t Ty sang ng, l c hi ta tip xc trn vn vi th gii. Cn c theo thuyt Chui gi tr v hc thuyt Bin gii mm, ng cho rng, nhng nc nh yu hay nhng dn tc tiu th lun phn khc thp nht trong chui gi tr ton cu. Vi nhng vn ling chin lc di do, chng ta phi thng cuc chin kinh t ny. Ti sao khng!, ng tin tng. Mong c ca ng l mt Vit Nam hng mnh, nh hng, mt Vit Nam c mt s mng vi th gii. Ngi khc lm c th ta lm c. Dn tc khc lm c th dn tc ta lm c. Nc khc lm c th Vit Nam lm c v cn lm tt hn, ng ni thm: Khi cng nhau, khng g l khng th.

Nu l mt thn hu ca ng s thy ng lun trn trc v mt Vit Nam hng cng, v i v nh hng. C thi gian ng lui v trang tri, kha cht ca c nm rng, m m lm bn vi c ph, nghin ngm mt li i c sc hn v thng minh hn cho t nc, iu ly i nhiu nng lng ca ng. ng yu thch t duy da lng vo ni, tin ra bin c. Theo ng, t duy ny l ng ngm ngh , y l mt t duy h trng mang tnh cht pht hin. Hng nghn nm qua, dn tc ta t duy khu tr, vng ni, ct c. T duy m ca giao thng vi th gii chnh l biu hin c th nht ca tinh thn chinh phc, khm ph v hng ngoi cng nh tinh thn trng thng iu vng bng trong sut lch s dng nc v gi nc. T duy bin l t duy thng tn thng mi, thng tn giao lu, bun bn, trao i. Tinh thn doanh nhn l cha kha ca chng ta. Kinh t phi l trung tm ca mi chnh sch. Mt vi nm gn y, khi m th trng c ph c du hiu chng li do nh hng ca suy thoi kinh t, v cc thng hiu c ph ln ca th gii rc rch k hoch tin vo th trng Vit Nam m tiu biu nht l ng ln Starbucks t nm 2013 khai trng nhng ca hng u tin ti Vit Nam, y cng l thi im ng L Nguyn V th hin bn lnh, t cht thng minh, sng to ca mnh khi lin tc cng Trung Nguyn mang n ht bt ng ny n bt ng khc cho ngi tiu dng Vit Nam v c th gii vi nhng pht ngn to bo cng nhng d nh k hoch kh khn m c l cha mt doanh nghip no ti Vit Nam dm ngh n. ng thng thn nu ra nhng nhn nh ca mnh trong bi phng vn ca hng tin Reuters: Starbucks tht gii trong vn in su mt cu chuyn vo tm tr ngi tiu dng, nhng nu chng ta nhn vo nhng yu t ct li ca h, nhng g m h ang lm d t, H (Starbucks) khng bn c ph, m ang bn nc c mi c ph pha vi ng, Ngi tiu dng M khng cn mt sn phm khc. H cn mt cu chuyn khc, ng V ni v cho bit thm rng, cng ty ca ng c mc ch ci thin cuc sng cho ngi dn trng c ph vng cao nguyn. y l mt mt xch m ng V cho l nhng i th ln hn cn thiu. H ang ca nhng bi ca tuyt vi v pht trin bn vng, nhng rt cc, th m h quan tm ch l li nhun t u t. H khng trng c ph ph i khng? Chng ti th c, ng V ni. ng cn cho bit thm ton b c ph ca cng ty ny n t nhng h trng c ph nh hn c chng nhn v pht trin bn vng, ni nhng ngi trng c ph nhn c mc gi c m bo ( trch t bi vit ca Reuters c thc hin khi ng V ti Lucerne, Thy S, ni v th m ng gi l sng to c trch nhim v s hi ha v pht trin bn vng). ng V cho bit: Trung Nguyn khng ngi vi s c mt ca Starbucks bi l, Starbucks ch l ngi khng l khng bn sc. V nu em so snh TN vi Starbucks ti Vit Nam s l mt s so snh khp khing. Th hi, h hn cc h thng khc nhng g? Nu nhn t ci ngun xut pht, h ch hn cc h thng khc v trit l, ht nhng bi ht hay trong gung my thc thi, to ra mt ch trn ton cu Nu mun thng Starbucks, phi to ra ra c trit l, t tng, cu chuyn hay hn. Ci ny ti tin chc rng Trung Nguyn s lm c v lm tt hn ng V tin tng. S d Trung Nguyn cho rng Starbucks mt i nhiu bn sc l bi l hng ny g ch coffee trn logo ca mnh v bn ti 87.000 loi thc ung trong ca hng.

Nc M c cn ung c ph khng hay cn ung mt th nc g ? Ai s ngi khng l khng cn bn sc, khng cn t tng ch o? Th gii ang ch mt th lc khc thay th? Liu TN c dm ngh l mnh s tr thnh ngi thay th khng? - Ti sao khng? doanh nhn ng L Nguyn V qu quyt. Ngi c coi l vua c ph Vit ny nhn mnh: Khng phi by gi khi Starbucks vo Vit Nam, TN mi tnh ti chuyn u vi Starbucks m iu ny c suy ngh t rt lu ri. Trong chin lc chinh phc th gii, TN chn th trng M lm biu tng, khi y, TN s phi chm trn vi hng lot cc tn tui hng u ca M trong c Starbucks. TN tnh r rng ti chuyn phi thng Starbucks th no ti M ch khng phi ch ring Vit Nam. Cha bn n mc ng sai, hp l hay khng hp l, thc hin c hay ch l ni sung trong nhng pht ngn ca ng L Nguyn V trong thi gian qua, c th hiu n gin ng thc hin thnh cng chin lc second- bird cp trn, Trung Nguyn hin ngang ng ngang hng trong cuc cnh tranh vi ng ln ca ngnh c ph th gii Starbucks. Mt nc i to bo nhng v cng sng to v thng minh ca ng vua c ph Vit. V trong khi mt s ngi tiu dng Vit cn nghi ngi nhng pht ngn ca "vua" c ph Vit ng L Nguyn V th nhiu bo ch nc ngoi trc tip phng vn ng V, ng thi c li khen ngi ch v tinh thn ca i din c ph Vit, n th hin kht vng ln v khao kht vt qua mi tr lc, khng g l khng th. T Sprudge.com Cng thng tin v cafe ti M bnh lun: y l mt cuc chin gia cc v vua. 5. K nng quan st ton din

Quan st ton din l mt thuc tnh c bn ca nng lc t chc ngi lnh o, y l k nng nm bt c tnh hnh chung. Gim c cn c c quan st nhn ra nhng ci to ln, ci quan trng 1 hin tng nh,nhm nh hng mt cch chnh xc nhng tnh hung khng c trong d kin s xy ra. ng L Nguyn V, l ngi sinh ra v ln ln vng t c ph, ng tip xc vi cy c ph t khi cn nh. Cng vi nhng kin thc , s tm ti hc hi ca mnh, ng nhn ra rng: Nhng ngi trng c ph vn nhn ni mi ngy chy da trn nng ry, khng li th than. ng bit c ph rt c gi nhng khng bit v sao nhng ngi trng c ph li rt ngho trong khi trn th gii, c quc gia khng trng c c ph vn giu v c ph? Ti sao c ph mnh ch c th xut th m khng ch bin xut khu?. T ci nhn nh hng con ng lm giu ca ng sau ny. T mt qun c ph min ph: Ti thi im chng ti bt u thm d th trng Si Gn, mi hng c ph u ti tr cho mt qun kha kh khong 5 triu ng/thng - qu ln i vi ti sn chng ti ang c ch l chic xe my. Chng ti i tm nhng im bn c ph ni ting hc hi, tm hiu b quyt ch bin rang xay c ph ngon v c h tri lng rt n gin - b quyt ch c my ch: 10 triu ng.

Ngy 20/8/1998 i vo lch s ca c ph Trung Nguyn khi chng ti khai trng qun c ph u tin ti 587 Nguyn Kim (qun Ph Nhun) vi hnh thc phc v ung c ph min ph trong vng 10 ngy. V l c t ph lch s vi dn khoi ung c ph Si Gn khi ln u tin c mt qun c ph min ph. C mt ng khch khong 60 tui n ung v ni vi ti: Tui ung c ph Si Gn n tng ny tui nhng y l ln u tin c ung c ph khng phi tr tin. Qun ng nght sut ngy m v ngi ta truyn ming nhau. Chng ti v my ngi bn phc v sut ngy m n ni ni khng ra ting m trong lng th vui khng th t. Chng ti nh hnh Trung Nguyn l qun c ph m khch hng c th mua hng, ung c ph i chng bng cch a ra rt nhiu loi c ph khch chn la v hng dn cch thng thc c ph theo kiu Trung Nguyn. iu khc bit nht ca Trung Nguyn i vi tt c cc qun c ph ti thi im l chng ti gip cho khch hng thy c cht ca c ph, thy c s khc bit c trng gia c ph Robusta v Arabica, gia Culi Robusta v c ph S, c ph Chn...Qun c ph ny vn duy tr hot ng a im c nhng chc t ai bit chnh t qun c ph u tin ny chng ti pht trin ln n con s 500 qun c ph ti Vit Nam nh hin nay v tip tc m nhng qun c ph Trung Nguyn khc ti nc ngoi. Nm 2013, Trung Nguyn ly Asian lm th trng ni a ng L Nguyn V chia s: Nm sau, ngoi nhng hot ng thng nin, ti ngh c 2 s kin quan trng: - Th nht, coi Asean l th trng ni a, ly trung tm l Singapore pht trin ch khng phi l TP.HCM nh by gi. Chng ta cn phi quc t ha ni lc.iu ny l mt quyt nh quan trng, v khng phi coi VN l th trng ni a m coi Asean l th trng ni a. - Nu tnh ton ng nhng im ri th nm 2013, chng ti bt u cng cuc chinh phc nc M. Singapore, Trung Nguyn c th pht trin v m rng thun li v c mt cng ty bn t my nm ri. M, 3 4 nm nay, Trung Nguyn vn c mt nhm tc trc ti y kho st, tm kim nhng cu tr li then cht. Trung Nguyn s thnh cng M? - Nu xt li cc i th hin din trn th gii th ti khng qu coi trng lm. Qua tm hiu h ti thy h cng chng c g gh gm c. Nc khc lm c mnh cng lm c. Starbucks lm c, Trung Nguyn cng s lm c. Trung Nguyn mun chinh phc c nc M th phi hiu thc s nc M nh th no. Phi thu phc c ngi M, phi c g hay ho hn Starbucks, hay hn h thng ch. Lm c iu , Trung Nguyn phi tr li 3 cu hi: Sn phm chin thng nc M l g? M hnh kinh doanh chin thng trn t M l g? Ngi M cn cu chuyn g bn ly c ph TN, c ph ca Vit Nam? 6. T tin T tin l 1 t cht ht sc cn thit i vi mi con ngi, c bit l vi 1 gim c doanh nghip.Nu thiu t tin khi giao tip hay lm bt k vic g, bn kh c th tr thnh lnh o.

Nu bn l mt ngi lnh o trong cng ty, t tin cng l tnh cch cn thit cp di tn trng v lng nghe bn. S t tin ca ng L Nguyn V th hin qua c tnh v nhng pht ngn ca ng. Tiu biu l s kin Starbucks Vo th trng Vit Nam. ng lun lun t tin vo kh nng ca mnh, lun tin tng rng Trung nguyn c th nh bi cc di th ngay c trn th trng chnh ca h. S t tin ca ng th hin qua cc pht ngn v bn thn hay cc i th cnh tranh vi Trung Nguyn nh: "Starbucks khng bn c ph, m ang bn nc c mi c ph pha vi ng". Trong mt bi phng vn c ng ti trn Reuter vo thng 11 va qua, ng ng L Nguyn V, Tng gim c Cng ty C phn Trung Nguyn cho bit: Tham vng ca chng ti l tr thnh mt thng hiu ton cu. Starbucks tht gii trong vn in su mt cu chuyn vo tm tr ngi tiu dng, nhng nu chng ta nhn vo nhng yu t ct li ca h, nhng g m h ang lm d t, ng V nhn xt: H khng bn c ph, m ang bn nc c mi c ph pha vi ng. ng V tin hnh hng lot hot ng qung b cho thng hiu ca mnh ngay trong nc. ng cng 3.000 nhn vin ng lot xung ng tip th sn phm cng ty v qung b cho thng hiu Vit ti cc ch, ng ph ti TP HCM, a ra sn phm mi cafe Hng Chn. Ti tng thng i th mnh hn Starbucks ng V nhn nh: Chng ti thua cc thng hiu th gii v h tng vt cht, sc mnh ti chnh, k nng qun tr, v lch s ca thng hiu... nhng ng nhn vo nhng ci v nu so snh nh th th Trung Nguyn thua xa lm. Nhng chng ti s n lc gp 10 ln, thm ch hng trm ln h. Hy cho Trung Nguyn thi gian! Thc t l Nestle c sc mnh gp nhiu ln Starbucks v chng ti thng h ti Vit Nam. ng V cng by t tham vng chinh phc nc M, thuyt phc c ngi M rng Trung Nguyn khc bit v hay hn Starbucks t quan im c ph, m hnh cho ti tt c sn phm, dch v... Chng ti cho rng, nu chinh phc c th trng M th c th chinh phc c ton cu; Nc khc lm c th Vit Nam lm c ch, ngh lc, tnh kin nhn v lng quyt tm

7.

Kinh doanh l cng vic cu k kh khn v phc tp, l lnh vc lun gn vi ri ro v bt trc. Khi nghip ln n qua chia s ca ng L Nguyn V: Ti c ba a bn rt thn cng phng tr. C l l a ngho nht trong m nn ti cng l ngi sng sc trc nht v chuyn phi lm ra tin, phi lm giu. Ti ngh: Ti sao nng dn trng c ph vn ngho trong khi trn th gii c quc gia khng trng c cy c ph no vn giu v c ph? Ti sao c ph mnh ch xut ht th m khng ch bin xut khu? Bn thng chng ti cng chia s suy ngh ny v hn tin li mua mt l rang c ph.

Thun li ca chng ti lc l trong trng c ng sinh vin t x nn qua h chng ti bit c ni no c c ph ngon. Tuy Ha c mt qun c ph rt ngon nn ngy ngh chng ti i xe n hi d b quyt ni b ch qun. Khi chng ti trnh by l do v nguyn vng ca mnh, b ch qun tht s cm thng vi my thng sinh vin kh rch o m. m n, tr v Bun Ma Thut trong chuyn xe khuya, chng ti c trong tay b quyt rang xay c ph ngon ca b ch qun tt bng. Ngy khai trng l rang c ph, chng ti cng t chc cng ly hn, nhng khi va cng xong th ngi b con ca ng ch nh v ht mi th, ct b ht dy in. Chng ti nh phi chuyn l rang i ni khc. L quay bng tay, t bng ci, hm no rang c ph, bn di l my thng ngi hc bi trn ci gc g nh b nng trong l bt qui. C vi v hng xm s c ngy chng ti s thiu ri nh h nn i bo cng an. Th l mt ln na l rang ca chng ti nh phi dp. Nhng cng c ngi giang tay vi chng ti. Chng ti nhn v mi ln vi ba k, rang, xay, ng gi v chia nhau i b mi cc qun. Sau thu tin li, tr v mn tip vi k khc. Logo ca nhng bch c ph Trung Nguyn lc l mt mi tn cha thng ln tri. Hnh nh n gin y cha trong bit bao kht vng ca ti. Th ri thng hiu c ph Trung Nguyn ca nhm my thng sinh vin khng khng chng ti bt u c ch v c khch ung c ph a chung. Chng ti bit tuyn nhng ht ngon lm ra nhng phin c ph m , thm lng. Nm 1996, chng ti quyt nh bung ra. Khi hng c ph Trung Nguyn khai trng bng hiu cy s 3 (thnh ph Bun Ma Thut) th dn c y ai cng ph ci trc ci tng hnh dinh p p pht khip y! Ton b bng hiu ca hng u do chng ti b ra t v, t sn pht c m kp sng mai khai trng. M khch hng ngy khai trng khng ai khc chnh l nhng ngi bn sinh vin hc cng trng, cng lp n ung chung vui vi chng ti. l mt s kin trng i trong i ti v lch s pht trin ca thng hiu c ph Trung Nguyn. Ngi trong ci hng nh b ng t ho ca mnh ph ni, ti cng mt nhn v hng Si Gn. Trn u trong chuyn vin chinh ca chng ti n Tp.HCM thm bi hon ton. Ngi trn ng nt m mnh dy cng gy dng v qua m cng vin vi nhng ngi bn, ti c gng khng b sp lng tin v vn mnh lit ngh v ngy mai. Chng ti bit Si Gn l mnh t y tim nng kinh doanh c ph nhng hiu rng mnh cha sc. K hoch mi ca chng ti l s m cc im kinh doanh min Ty, ly vng nng thn rng ln ny lm hu thun cho vic kinh doanh ca mnh t lm bn p bao vy tin v Si Gn. Chng ti tm c mt i tc Long Xuyn m l rang xay ch bin, phn phi c ph ti min Ty. Nhng ch sau mt vi thng, cuc hn phi vng v ny tht bi hon ton. Ti cn nh rt r cm gic tht trn ch khi lc tc cun gi vi lnh knh nhng l c ph quay tay c k, ly tch, phin, mung... S tht bi ny gip ti rt ra c mt bi hc: hp tc lm n phi ng thun v t tng, v phng thc kinh doanh, v quan trng nht l phi chn ng i tc. Ti cn nh sau khi dn ht c Long Xuyn v Si Gn, mt ngi bn chy chic Honda Dame gi ci n n ti. Chy n cng vin Bch Tng Dip (ng ba Nam K Khi

Ngha - L T Trng, Q.1) th chic xe gi gy lm i! Ti khng bao gi qun hnh nh chng ti qua m cng vin. Mi ln i ngang ni ny, ti vn nh nh in nhng cm xc ca s tht bi Long Xuyn v tnh bn m p di gc a ca bui ti ngy no. Tht bi Long Xuyn lm chng ti cn kit hon ton v vn ling, cng vic kinh doanh c ph Bun Ma Thut cng gp nhiu b tc, ch cm c tng ngy. Vn ling u tip tc duy tr cng vic kinh doanh? Lc , chng ti c mt ngi bn thn i lm v dnh dm mua c mt chic xe Dream. Thi im chic xe l c mt ti sn ln ca anh. Vy m chng ti dm ng mn xe em bn lm vn kinh doanh. Chng ti t vn : cho mn th coi nh mt v nu thnh cng th chng ti tr li. Ngi bn ng . By gi ti c th sc mua c ngn chic xe Dream nhng vn khng c chic xe no qu gi bng chic xe tnh bn ca chng ti ngy . C tnh bn v gi ti mi c c ngy hm nay. 8. Phong cch

Phong cch c biu hin di hai hnh thc l phong cch hu hnh v phong cch v hnh - Phong cch hu hnh biu l qua ging ni, ting ci, cc c ch, hnh ng trong giao tip, . . - Phong cch v hnh pht l ra bn ngoi thng qua nhn thc mang tnh kinh cm ca ngi khc. Phong cch ca ng L Nguyn V th hin qua cc c ch, nt mt v li ni ca ng, Ci cch m ng khng nh gi tr bn thn. Cc pht ngn gy sc nh "Starbucks khng bn c ph, m ang bn nc c mi c ph pha vi ng"; Nc khc lm c th Vit Nam lm c hay qua cc ngn ng hnh th nh ch tay, nm tay, . .. th hin c phong cch t tin v khng ngi gian kh ca mnh. Hu ht mi ngi khi tip xc vi ng u nhn nh ng l ngi rt yu cng vic v am m th vng en, d gp ng ln u tin hay nhiu ln ni chuyn cng, lc no ng cng ni rt say sa v cng vic. Khong ch vy, ng cn c nh gi l ngi lnh o c tm v c tm. Ci tm th hin ch ng lun quan tm ti tng lp thanh nin tr, v mun khi dy s sng to trong h, cng nh nim khao kht chy bng c cng hin sc tr, ti nng, tr tu ca mnh pht trin qu hng, t nc. L ngi lnh o c tm: Khi starbucks nhy vo th trng Vit Nam ng khng ngng ln ting bo v thng hiu Vit, v to bo hn l Trung Nguyn group c bc i chin lc ti th trng M, ngn chn mi nguy c dn n mt thng hiu ngay trn chnh qu hng mnh.

III. KT LUN Qua nhng phn tch, tm hiu v C ph Trung Nguyn cng nh Tng Gim c ng L Nguyn V, c th khng nh chc chn rng khng phi ch da vo may mn, tin bc hay quan h m Trung Nguyn tr nn thnh cng nh ngy nay, hin ngang ng cnh nhng ng ln trong ngnh c ph nh Nescafe, Starbucks hay Vinacafe. Thnh cng ca Trung Nguyn c phn ng gp rt ln ca gim c ng thi l ngi sng lp ng L Nguyn V. ng V khng ch c y t cht ca mt gim c gii m hn na ng cn vn dng thnh tho, linh hot trong hot ng kinh doanh v iu hnh thng hiu c ph Trung Nguyn. Vi quan im: ch c tranh ua vi nhng ngi i u th ta mi c c hi i u v tham vng a Trung Nguyn tr thnh nh sn xut c ph hng u th gii, ng ang dn thc hin c nhng mc tiu, nguyn vng ca mnh, bc u C ph Trung Nguyn l nhn hiu c ngi tiu dng Vit Nam yu thch trong nhiu nm lin v ang tip tc thc hin cc hot ng chinh phc th gii. Thng hiu Vit c c hi tung bay trn mt mnh t xa na vng tri t l th trng M v cnh tranh vi ng ln Starbucks. Mang n cho gii tr s khao kht chy bng vo tng lai, v dm chp nhn tht bi thay i bn thn, thay i non sng gm vc. V thng hiu c ph Trung Nguyn c sc lan ta v vn ra tm th gii nh hin nay, ng L Nguyn V cng tit l cng thc thnh cng dnh cho nhng ngi m kht vng ln l: Kht vng ln + nng lc li + lnh vc th mnh + hu thun bi chin lc ca Chnh ph, quc gia.