CHIN LC KINH DOANH CA TP ON CAF TRUNG NGUYN ThS.

Vn Tnh Hin nay, c ph l mt mt hng sn xut kinh doanh quan trng. Ngnh c ph Vit Nam ngy cng khng nh v tr ca mnh trn th trng c ph th gii. Hng nm, ngnh c ph a v cho t nc mt khi lng kim ngch ng k v gii quyt cng n vic lm, n nh i sng cho hng trm ngn h gia nh cc khu vc min ni c bit l Ty Nguyn. Nhng thnh tu khng nh c v tr, vai tr ca ngnh c ph trong nn kinh t quc dn, gp phn vo s nghip cng nghip ha, hin i ha t nc. Trong ngnh c ph Vit Nam th c ph Trung Nguyn l mt thng hiu rt gn gi, qun thuc. Cy c ph c mt Vit Nam rt lu nhng thng hiu c ph Vit Nam th cha c uy tn trn trng quc t. C ph Trung Nguyn c th ni l nim t ho ca nc ta v mt thng hiu c uy tn trn trng quc t. Vy ti sao Trung Nguyn c th lm c nh vy v h thc hin nhng chin lc g c c nhng thnh cng nh hin nay. Trung Nguyn l mt nhn hiu c ph non tr ca Vit Nam ra i vo gia nm 1996 Bun Ma Thut vi hot ng ban u l sn xut v kinh doanh tr, c ph. Nm 1998, Trung Nguyn xut hin thnh ph H Ch Minh bng cu khu hiu Mang li ngun cm hng sng to mi. Kin trc ca cc qun c ph mang dng v Ty Nguyn c nhiu loi c ph tuyt ngon. n nm 2000, Trung Nguyn nh du s pht trin ca mnh bng s hin din ti H Ni v ln u tin nhng quyn thng hiu n Singapore. C ph Trung Nguyn l cng ty Vit Nam u tin p dng m hnh kinh doanh nhng quyn thng hiu trong nc v quc t. V sau 5 nm, Trung Nguyn to dng c uy tn v tr thnh thng hiu c ph quen thuc i vi ngi tiu dng c trong v ngoi nc. Nm 2001, Trung Nguyn c mt trn ton quc v ginh v tr hng u vi mng li hng nghn qun c ph. Bn cnh , Trung Nguyn cng thnh cng vi vic ln lt thit lp cc chui qun nhng quyn u tin ti Nht Bn, Thi Lan, Trung Quc v Campuchia.

Nm 2002, Trung Nguyn mua li nh my tr Tin t ti Bo Lc - Lm ng v cho ra i sn phm tr Tin Trung Nguyn. Cui nm 2003, Trung Nguyn cho ra i sn phm c ph ha tan G7 v xut khu G7 n cc quc gia pht trin trn th gii. Trung Nguyn tip tc pht trin mng li 600 qun c ph ti Vit Nam, 121 nh phn phi, 7000 im bn hng v 59,000 ca hng bn l sn phm vo nm 2004. Trung Nguyn khnh thnh hai nh my c ph rang xay ti Bun Ma Thut v nh my c ph ha tan ln nht Vit Nam ti Bnh Dng trong nm 2005 vi s vn u t hng chc triu la. Trung Nguyn cn t chng nhn EUREPGAP (Thc hnh nng nghip tt v Cht lng c ph ngon) ca th gii. Khu du lch vn ha Tr Tin Phong Qun c khai trng ti Lm ng. Ngoi ra, Trung Nguyn cn pht trin h thng qun c ph ln n con s 1.000 qun c ph v s hin din ca nhng quyn quc t bng vic xut hin cc qun c ph Trung Nguyn ti cc nc Nht Bn, Singapore, Thi Lan, Campuchia, Trung Quc, Ucarine, M, Ba Lan Sang nm 2006, Trung Nguyn u t v xy dng pht trin h thng phn phi bn l hin i G7Mart ln nht Vit Nam tr gi u t huy ng gn 400 triu USD; xy dng v chun ha h thng nhng quyn trong nc, y mnh pht trin nhng quyn quc t. Thnh lp v a vo hot ng cc cng ty mi nh Truyn thng Nam Vit, cng ty lin doanh Vietnam Global Gateway (VGG) c tr s ti Singapore. Trung Nguyn xut khu sn phm n hn 43 quc gia trn th gii. Cui thng 12 nm 2006, Trung Nguyn xc tin d n Thin ng c ph ton cu hay Th ph c ph ton cu ti Bun Ma Thut - mt qun th tch hp ca du lch vn ho sinh thi c ph vi nhng dch v cao cp v c o nht th gii. Thng 12 nm 2007, c ph Trung Nguyn kt hp cng UBND tnh k Lk t chc thnh cng Tun l vn ha c ph ti H Ni v Tp.HCM. Nm 2008, Trung Nguyn tip tc khai trng h thng qun nhng quyn mi Vit Nam v quc t. Cui thng 12 nm 2008, Trung Nguyn khnh thnh Lng c ph Trung Nguyn ti Bun Ma Thut. Thng 5 nm 2009, Hi qun sng to Trung Nguyn ra mt ti H Ni. Ngoi ra, trong thng 6 nm 2009, Trung Nguyn chnh thc khi cng xy dng nh my sn xut c ph vi cng ngh hin i nht th gii ti kLk. y l n lc

ca Trung Nguyn trong qu trnh hin thc ha kht vng gp phn khng nh gi tr thng hiu c ph Trung Nguyn, c ph Bun Ma Thut trn th trng th gii. Nh vy, t mt hng c ph nh ti Bun M Thut, Trung Nguyn tri dy thnh mt tp on vi 10 cng ty thnh vin. i tin phong trong vic p dng m hnh kinh doanh nhng quyn ti Vit Nam, hin nay, Trung Nguyn c 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. Trung Nguyn l mt tp on hot ng trong ngnh sn xut v kinh doanh c ph vi cc lnh vc hot ng l trng, sn xut, ch bin, kinh doanh v xut khu c ph, tr; nhng quyn thng hiu v dch v phn phi, bn l hin i, truyn thng Tuy nhin, lnh vc ch o trong sn xut, kinh doanh ca tp on Trung Nguyn vn l mt hng c ph. p ng nhu cu thng thc c ph ca tng nhm khch hng khc nhau, Trung Nguyn to ra mt chui sn phm a dng c th hin ba dng sn phm ring bit l sn phm ph thng, trung cp v cao cp. Sn phm ph thng: Nhm sn phm ny gm ba loi: Loi 1: Nu Sc sng, loi 2: I Kht vng, loi 3: S Chinh phc. Sn phm trung cp: Gm cc sn phm: Passiona, C Ph Sng To, Gourmet Blent, House Blend, C Ph Ch Phin, Ht Rang Xay Sn phm cao cp: Gm cc sn phm: Weasel (chun b ra mt), Diamond Collection (chun b ra mt), Legendee, Classic Blend (chun b ra mt) Tm nhn l nhng hot ng m cng ty d nh thc hin, sp t cho mt nh hng lu di. N l cch cng ty hnh dung v bc tranh tng lai ca mnh. Vi Trung Nguyn tm nhn ca n chnh l: 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 Cc gi tr ct li l yu t cn thit v l nim tin lu di ca mt t chc. H thng gi tr ct li l ng lc ch yu thc y mi thnh vin lm vic, lin kt ton

doanh nghip vi nhau, lin kt doanh nghip vi khch hng, i tc v x hi ni chung. Gi tr ct li ca Trung Nguyn chnh l: Khi ngun sng to: iu ny th hin r nt qua vic Trung Nguyn a ra cu slogan ca mnh l Khi ngun sng to. Trung Nguyn cho rng c ph l cm hng sng to, gip pht minh ra nhng tng v khi ngun cho nhng s thnh cng. Pht trin v bo v thng hiu: Trung Nguyn rt ch trng n vic xy dng, pht trin v bo v thng hiu trong sut qu trnh hot ng ca mnh vn n mt thng hiu c ph Vit mang tnh ton cu. Ly ngi tiu dng lm tm im: i vi cng ty, nhu cu, th hiu ca khch hng lun l tn ch ca mi chin lc hnh ng. Trung Nguyn nhanh chng nm bt nhu cu ca khch hng, t mang n cho h nhng hng v thm ngon, l ci ngun ca nhng tng sng to v thnh cng. Gy dng thnh cng cng i tc: Trong sut qu trnh hot ng, Trung Nguyn lun quan tm n vic xy dng cc mi quan h bn vng vi i tc da trn uy tn v hi ha v li ch. Pht trin ngun nhn lc mnh: Vi ngun nhn lc ln, Trung Nguyn lun ch trng n vic pht trin nhn lc c th to ra c nhng ngun lc mi hng n s thnh cng chung ca cng ty. Ly hiu qu lm nn tng: Khng ch ch trng hon thnh cc chin lc ra, Trung Nguyn lun ly hiu qu lm nn tng trong mi hot ng sn xut kinh doanh ca mnh t gip cng ty t c li th cnh tranh. Gp phn xy dng cng ng: Trung Nguyn cho rng, li ch ca cng ty khng ch l li ch ca ngi tiu dng, i tc, m cn l ca ton x hi. Vic xy dng mt thng hiu c ph mnh khng ch em li li ch cho ngi nng dn, vng trng c ph c Lc v cn gp phn xy dng thng hiu nng sn Vit Nam. S mnh ca Trung Nguyn phn nh tm nhn ca lnh o cng ty v nhng g m cng ty ang tm kim thc hin, cung cp mt ci nhn r hn v nhng g m cng ty c gng t c. Kt ni v pht trin nhng ngi am m c ph trn ton th gii.

S mnh ny gip cc gii hu quan hnh dung r v Trung Nguyn l ai? chnh l nh cung cp c ph th trng Vit Nam v th gii, khch hng m Trung Nguyn hng n khng phn bit tui tc, gii tnh, cng vic, thu nhp hay v tr a l m l tt c nhng ai c nhu cu v am m c ph trn ton th gii. Trung Nguyn c tham vng rt ln l lm cch no c th kt ni v pht trin nhng ngi am m c ph trn ton th gii. V c th t c tham vng , Tp on Trung Nguyn bt u hnh ng bng nhng chin lc ngn hn v di hn, v c th nht l chin lc xy dng Th ph c ph ton cu ti Bun Ma Thut. Trung Nguyn xy dng cc mc tiu ngn hn v di hn: Thng lnh th trng ni a, chinh phc th trng th gii, bng cch dch chuyn t chiu rng sang chiu su; u t v ngnh v pht trin h thng nhng quyn trong nc v quc t. 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. 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 nay Trung Nguyn 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... 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 cafe nh: 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. C ph ha tan: 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 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 thi gian 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. 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 nc pht trin. Nht Bn l mt quc gia ni ting vi ngh thut tr o truyn thng, bn cnh th ngi Nht cng bit n c ph t rt sm (nm 1800).Chnh v vy Nht l mt th trng kh kht khe v "gu" thng thc.Tuy nhin i l nhng quyn Trung Nguyn ti Nht Bn li n nh 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 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. 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 vo mng li phn phi ca Trung Nguyn.Nm 2006 Trung Nguyn cho ra i 500 "siu th mini"G7 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. 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. Ni bt l doanh nghip Vit Nam u tin thc hin "nhng quyn thng hiu, chin lc ny pht huy tc dng mnh m, lm hnh thnh h gi tr ca chui qun nhng quyn Trung Nguyn. C th thy rng c c thnh cng, doanh nghip phi lm tt hn cc i th cnh tranh ca mnh trong vic tha mn nhu cu ca khch hng trng im. Do , trong qu trnh hoch nh chin lc doanh nghip cn m bo chin lc ph hp vi nhu cu ca ngi tiu dng v cng cn sc vi chin lc ca cc i th cnh tranh. Chin lc marketing cnh tranh ca mt doanh nghip ty thuc vo v tr ca doanh nghip trong ngnh. Do , mi doanh nghip s c chin lc marketing khc nhau c li th cnh tranh. Mt s chin lc marketing cc doanh nghip c li th cnh tranh nh: Chin lc dn o th trng, Chin lc thch th trng, Chin lc bm theo th trngQua mt s chin lc m Trung Nguyn v ang theo ui, nhm c mt s nhn xt sau: Vic Trung Nguyn cho ra i mt lot nhng sn phm c ph Sng to c ngi tiu dng rt a thch v yn tm v cht lng ca c ph Trung Nguyn. H c rt nhiu s la chn bi cc loi sn phm nh: Sng to s 1, 2, 3, 4, 5. tuy nhin vi qu nhiu sn phm sng to cng c th lm khch hng lng tng trc qu nhiu s la chn m khng hiu ht cc loi sn phm ny. Vic Trung Nguyn cho ra i sn phm c ph ha tan G7 l mt iu ng quan tm. Ngay khi a ra sn phm ny th Trung Nguyn thc hin hng lot cc hot ng marketing gii thiu sn phm mi. V sn phm G7 ginh c thnh cng nht nh trong thi gian u. V chin lc marketing ca G7 l tuyn chin

vi i th Nescafe (Nestle). D dng nhn thy rng cuc chin G7 - Nescafe l khng cn sc. Nescafe l nhn hiu ca tp on ni ting Nestle v ang thng lnh th trng c ph ha tan Vit Nam (ngoi ra cn c Vinacafe). G7 l sn phm mi c bit n trn th trng. Nhng chin lc marketing ca G7 l i u vi Nescafe l i ngc vi nguyn tc trong chin lc marketing c li th cnh tranh. y l sai lm th nht ca Trung Nguyn v G7. Vi t cch l ngi i sau trong lnh vc c ph ha tan Trung Nguyn nn tm ra khong trng th trng, phn khc th trng, phn khc khch hng mc tiu. Bi v phong cch v thi quen ca mi ngi khi ung c ph l khng ging nhau. C ngi ung c ph n gin l h c thi quen ung c ph tnh to trong cng vic hoc hc tp, h khng quan tm nhiu n nhn hiu hay chng loi c ph, min sao c c ph ung. Tuy nhin, c ngi ung c ph l th gin, gii tr sau khi lm vic mt nhc hoc n thun l h thch thng thc hng v c ph ca mt nhn hiu no . Cng c khi ngi ta ung c ph l v thng hiu ni ting ca cng ty, h s cm thy snh iu hn, c phong cch chuyn nghip hn qua vic ung c ph ca mt nhn hiu ni ting. Trong khi chin lc ca Trung Nguyn li nhm vo i a s ngi tiu dng Vit Nam. Nn c th thy sai lm th hai ca Trung Nguyn v G7 l khng xc nh r khch hng mc tiu. Tm li, sau gn 15 nm xy dng v trng thnh, C ph Trung Nguyn khng ngng phn u vn ln v t c nhng thnh tu ht sc quan trng gp phn vo s nghip pht trin kinh t t nc nht l trn a bn chin lc Ty Nguyn. Bn cnh nhng kt qu t c C ph Trung Nguyn cn phi i mt vi nhiu kh khn, thch thc v vn, i th cnh tranh, th trng, cng ngh Nhng Trung Nguyn vn xng ng l mt trong nhng doanh nghip u tu ca ngnh c ph Vit Nam. Thng hiu c ph trung Nguyn c khng nh mnh m v uy tn trn thng trng th gii, c th gii nh gi cao. C ph Trung Nguyn gp phn khng nh hnh nh cc Doanh nghip Vit Nam i vi bn b trn th gii, to tin cho Doanh nghip Vit Nam vn xa hn v tin su hn vo th trng quc t.