-1-

LI M U
1/ L do chn ti Trn th gii chng minh rng c ph tht s tr thnh mt ngnh cng nghip vi tng gi tr giao dch ton cu l 80 t USD, ch ng sau du la v gi tr hng ho, vt vng bc, qu, du m tr thnh hng ho c u c nhiu nht. Ngnh ny m rng v cha ng cc yu t ti chnh, thng mi, u t, du lch, vn ho, kinh t tri thc, du lch sinh thi, du lch c ph... 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. Trung Nguyn thc hin mt cuc xm nhp th trng ngon mc nht trong lch s xy dng thng hiu Vit Nam. Nhng bin mnh t va c ph ln ca th gii thnh quyn lc Vit Nam trong ngnh cng nghip c ph th gii, vn l thch thc ln cho tt c. Bi l hnh nh Trung Nguyn ang nht dn trong tm tr khch hng.

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MC LC
Li m u...................................................................................................1 Nhn xt ca gio vin................................................................................3 CHNG 1..................................................................................................7 C S L LUN V CHIN LC PHN PHI 1.1.Khi qut v chin lc phn phi......................................................7 ......................................................................................................................... 1.1.1. Cc nh ngha ....................................................................................7 1.1.2. Vai tr ca chin lc phn phi.......................................................7 1.1.3. Cc chc nng ca knh phn phi.....................................................8 1.2. Knh phn phi....................................................................................9 1.2.1. Cc cu trc knh phn phi ..............................................................9 1.2.2. Hot ng ca knh phn phi..........................................................10 1.2.3 Cc loi knh phn phi....................................................................11 1.2.3.1 Cu trc knh phn phi dc (Vertican Marketing System-VMS) 11 1.2.3.2. Cu trc knh phn phi theo chiu ngang (Hori-zontal Marketing system HMS)...............................................................................................12 1.2.3.3 Cu trc knh phn phi a knh....................................................13 1.2.4. La chn cc gii php cho knh......................................................13 1.3. H thng bn l...................................................................................16 1.4. H thng bn s...................................................................................18 CHNG 2................................................................................................20 PHN TCH CHIN LC PHN PHI CA C PH TRUNG NGUYN TI TH TRNG VIT NAM 2.1. Tng quan nhu cu, th hiu v cc doanh nghip cnh tranh trong ngnh c ph Vit Nam..........................................................................20 2.1.1. Tng quan nhu cu, th hiu v c ph ca khch hng....................20

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2.1.2. Bc tranh cc doanh nghip cnh tranh trong ngnh c ph Vit Nam .....................................................................................................................21 2.2. Tng quan v tp on Trung Nguyn.............................................22 2.2.1. S mng, gi tr ct li v nim tin..................................................22 2.2.2. S lc qu trnh hnh thnh v hot ng tp on Trung Nguyn .....................................................................................................................24 2.2.3. C s vt cht ..................................................................................25 2.2.4. Ngun nhn lc................................................................................26 2.2.5.Ngun vn kinh doanh.......................................................................26 2.2.6. Mt hng............................................................................................27 2.3. H thng knh phn phi c ph Trung Nguyn.............................29 2.3.1. Vai tr v chc nng ca knh phn phi trong hot ng marketing ca cng ty Trung Nguyn..........................................................................29 2.3.1.1. Vai tr ca knh phn phi.............................................................29 2.3.1.2. Chc nng ca knh phn phi......................................................29 2.3.1.3. Mc tiu ca Trung Nguyn...........................................................30 2.3.2. Hot ng knh phn phi ca Trung Nguyn.................................32 2.3.2.1.S h thng.................................................................................32 2.3.2.2. Hot ng knh..............................................................................33 2.3.3. Dng lu chuyn trong knh phn phi............................................35 2.3.4. Hnh thc nhng quyn thng hiu trong phn phi ca c ph Trung Nguyn.............................................................................................35 2.3.4.1. Khi qut h thng nhng quyn Trung Nguyn.........................35 2.3.4.2. Nhng yu cu khi nhng quyn.................................................36 2.3.4.3. S pht trin ca h thng qun nhng quyn Trung Nguyn.....38 2.3.4.4. H gi tr ca chui qun nhng quyn Trung Nguyn...............38 2.3.4.5. u v nhc im ca hnh hnh thc nhng quyn ti Trung nguyn.........................................................................................................39 2.3.5. H thng G7......................................................................................40

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2.3.5.1. Hon cnh ra i............................................................................40 2.3.5.2. S mng, mc ch, phng chm hot dng v chin lc kinh doanh ca G7 Mart .....................................................................................41 2.3.5.3. M hnh G7....................................................................................42 2.3.5.4. Cc giai on pht trin ca G7 mart.............................................42 2.3.5.5. Li ch ca h thng G7 Mart........................................................43 2.3.5.6 Nhn xt v G7 Mart.......................................................................43 Thnh cng.......................................................................................43 Tht bi ............................................................................................44 2.4. i th cnh tranh.............................................................................46 2.5. Thnh cng v tht bi ca knh phn phi Trung Nguyn.........47 2.5.1. Thnh cng........................................................................................47 2.5.2. Tht bi..............................................................................................49 CHNG 3................................................................................................51 MT S KIN NGH HON THIN CHIN LC PHN PHI CA TRUNG NGUYN 3.1. V pha Trung Nguyn.........................................................................51 3.2. V pha Chnh Ph..............................................................................55 KT LUN................................................................................................58 TI LIU THAM KHO........................................................................59

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CHNG 1
C S L LUN V CHIN LC PHN PHI
1.1. Khi qut v chin lc phn phi
1.1.1. Cc nh ngha Phn phi l mt h thng cc hot ng nhm chuyn mt sn phm, mt dch v hay mt gii php n tay ngi tiu dng mt thi im ti mt a im nht nh vi mc ch tho mn ng nhu cu mong i ca cc trung gian hay ngi tiu dng cui cng. Knh phn phi l mt tp hp cc doanh nghip v c nhn c lp v ph thuc ln nhau tham gia vo qu trnh a sn phm, dch v hay mt gii php ti tay ngi tiu dng. Chin lc knh phn phi l tp hp cc nguyn tc nh cc doanh nghip c th t mc tiu phn phi trn th trng mc tiu. 1.1.2. Vai tr ca chin lc phn phi Gp phn trong vic tho mn nhu cu ca th trng mc tiu, lm cho sn phm sn sng c mt trn th trng, ng lc, ng ni i vo tiu dng. Gip doanh nghip ln kt hot ng sn xut ca mnh vi khch hng, trung gian v trin khai tip cc hot ng khc ca marketing nh: Gii thiu sn phm mi, khuyn mi, dch v hu mi Trong mi trng cnh tranh gay gt chin lc phn phi gip doanh nghip to s khc bit cho thng hiu v tr thnh cng c cnh

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tranh. Chin lc phn phi cng vi chin lc khc ca marketing- mix thc hin ng b gip doanh nghip t c cc mc tiu ra. 1.1.3. Cc chc nng ca knh phn phi - Knh phn phi chuyn sn phm t nh sn xut n tay ngi tiu dng, n lp c khong cch v thi gian, khng gian v quyn s hu gia nhng ngi s dng chng. - Thng tin: Thu thp v phn phi thng tin cn thit v mi trng, khch hng hin ti v tim n, v cc i th cnh tranh gip cho vic ra quyt nh thch hp. - C ng kch thch tiu th hng: Trin khai cc hot ng nhm xc tin tiu th sn phm n vi khch hng v cc trung gian. - Tip xc, thit lp quan h vi khch hng: L nhng hot ng tm kim, thit lp cc quan h, duy tr quan h khch hng hin ti v tim n. - Thch ng v hon thim sn phm: Cc thnh vin knh phn phi s iu chnh, hon thin v tng tnh thch ng ca sn phm nh: Phn loi, ng gi. - Thng lng m phn: Nhm i n nhng tha thun v gi c v cc iu kin giao hng. y l giai on thc hin s chuyn nhng s hu sn phm v dch v. - Lu thng: c thc hin thng qua hot ng vn chuyn, lu kho sn phm. - Ti tr: Huy ng v s dng tin bc trang tri chi ph hot ng ca knh . - San s ri ro: Chia s nhng ri ro trong qu trnh phn phi sn phm nh s thay i th hiu ca ngi tiu dng, sn phm h hng trong khu vn chuyn v d tr

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1.2. Knh phn phi 1.2.1. Cc cu trc knh phn phi

Hnh 1.1. Cc loi knh phn phi Knh trc tip khng c trung gian, nh sn xut bn hng thng cho ngi tiu dng. C ba cch bn hng trc tip: Bn n tng nh, bn ti ca hng gii thiu sn phm v bn theo th hoc in thoi t hng Knh 1 cp ch c mt trung gian bn hng trong th trng hng tiu dng, l ngi bn l. Trong th trng hng cng nghip, l ngi mi gii hay i din bn hng. Knh 2 cp c 2 trung gian marketing. Trong th trng hng tiu dng, thng l nh bn s v bn l. Trong th trng k ngh th l b phn phn phi ca cng ty v cc nh bun.

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Knh 3 cp c 3 trung gian phn phi. Th d: Trong ngnh nc ngt, ru bia c th c thm tng i l hay i l bn bun-ngi bn s v ngi bn l. 1.2.2. Hot ng ca knh phn phi Mt knh phn phi l mt s lin kt cc c s khc nhau li v li ch chung. Mi thnh vin trong ng dy u da vo nhng thnh vin khc. V d nh cc nh phn phi xe Ford da vo cng ty Ford c c nhng chic xe thit k v ch to tt, p ng c nhu cu ca khch. Cng ty Ford th li da vo cc nh phn phi thu ht khch hng, thuyt phc h mua xe Ford v cung cp cc dch v sau khi h mua. Bn cnh , mi thnh vin trong ng dy gi mt vai tr ring v chuyn thc hin mt hay nhiu chc nng. Vai tr ca hng IBM l sn xut ra nhng my tnh c nhn hp dn khch hng v to ra sc cu qua qung co rng ri ton quc. Vai tr ca ca hng chuyn doanh my tnh l trng by my ti nhng v tr thun li, tr li thc mc ca khch hng mun mua, k kt thng v v cung cp dch v cho khch. ng dy s c hiu qu nht khi tng thnh vin c giao nhim v m h c th lm tt nht. V s thnh cng ca cc c nhn thnh vin tu thuc vo thnh cng ca c ng dy, nn mi c s trong ng dy u phi hiu vo chp nhn phn vic ring ca mnh, phi hp mc tiu v hot ng ca mnh vi mc tiu v hot ng ca cc thnh vin khc v phi hp hon thnh mc tiu ca ng dy. Bng s hp tc, h c th nm bt, cung ng v tha mn th trng mc tiu tt hn. V cho ton b ng dy hot ng tt, cn chuyn mn ha vai tr ca tng thnh vin v cc xung t v nu c cc xung t th phi c gii quyt hu hiu. S hp tc, chuyn mn ha v xung t trong ng dy ch thc hin c vi mt cp lnh o vng mnh. ng

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dy s hot ng tt hn nu c mt gung my iu hnh c quyn lc, phn chia lc lng hp l trong ng dy, bit cch phn nhim v v phn gii xung t mt cch khoa hc. 1.2.3 Cc knh phn phi 1.2.3.1 Cu trc knh phn phi dc (Vertican Marketing SystemVMS) Mt h thng phn phi dc VMS hot ng nh mt th thng nht, gm cc nh sn xut, nh bn s v nh bn l. Hoc thnh vin ny l ch ca thnh vin khc hoc cho h c quyn kinh tiu hoc c quyn lc mnh n ni cc thnh vin kia phi hp tc. Mt VMS c th do mt nh sn xut, mt nh bn l hay mt nh bn s thng tr. VMS xut hin nhm kim sot hot ng ca knh v iu gii xung t do mi thnh vin ch chy theo li ch ring ca mnh. So snh knh phn phi thng thng vi h thng phn phi dc c trnh by trong hnh 1.2

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Hnh 1.2 Cc loi knh phn phi dc: * H thng knh phn phi cng ty ( VMS cng ty): Trong qu trnh sn xut v phn phi sn phm c thc hin thng qua cc thnh vin knh l nhng n v trc thuc do mt ch s hu duy nht chi phi. * H thng knh phn phi c qun l (VMS c qun l): Trong d qu trnh sn xut v phn phi sn phm c thc hin thng qua cc thnh vin trong knh c lp vi nhau, khng b chi phi bi cc kh c hp ng, nhng chu nh hng iu tit vic lin kt vi nhau bi sc mnh ca mt thnh vin knh i vi cc thnh vin cn li trong knh * H thng phn phi theo hp ng (VMS hp ng): Trong cc cng ty c lp cp ca knh thc hin hot ng phn phi v lin kt vi nhau bng cc kh c hp ng nhm t c hiu qu kinh doanh vt tri hn so vi vic ng n l mt mnh. * Chui lin kt t nguyn ca ngi bn s bo tr (Wholesaalersponsored voluntary chains): L nhng h thng trong ngi bn s t chc cc chui t nguyn gm cc nh bn l c lp, nhm gip h cnh tranh vi cc chui ln. * Hp tc ca nhng ngi bn l (Retailer coop eratives): L nhng h thng trong nhng ngi bn l cng nhau t chc thnh lp mt doanh nghip mi, ng s hu tin hnh vic mua s v bn l cc sn phm. * T chc c quyn knh tiu (Franchise organi-zations): l h thng phn phi dc, trong cc thnh vin trong knh c hng nhng u i c quyn kinh doanh sn phm.

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1.2.3.2. Cu trc knh phn phi theo chiu ngang (Hori-zontal Marketing system HMS) y l mt dng cu trc knh phn phi c lin kt bi hai hay nhiu doanh nghip trn mt cp ca knh khai thc nhng c hi mi xut hin trn th trng. Nh vo s lin kt ny cc doanh nghip c th huy ng c ngun lc v vn, nng lc sn xut kh nng khai thc 1.2.3.3 Cu trc knh phn phi a knh Cc cng ty cng ng dng nhng h thng marketing a knh vn ti cng mt th trng hay nhng th trng khc nhau. Chng hn, M cng ty General Electric va phn phi sn phm cho cc nh bun c lp, va bn thng cho cc nh thu xy dng ln. Vit Nam, cng ty nc gii kht IBC va phn phi cho cc nh bun c lp, va phn phi cho cc im HOREKA (Hotel, Restaurant, Karaoke). 1.2.4. La chn cc gii php cho knh La chn cc gii php cho knh l nhng bc cng vic c th trong chim lc phn phi. Gii php tt nht cho knh phn phi chnh l la chn cc trung gian phn phi. L do la chn trung gian: Doanh nghip c th la chn h thng phn phi c sn trn th trng to thnh knh phn phi cho mnh.Ngoi lc lng bn hng ca mnh, doanh nghip c th s dng nhng i l phn phi ca nhng ngi sn xut khc, nhng ngi phn phi c quyn, nhng ngi bn l.. Cc nh sn xut da vo kinh nghim, s chuyn mn ha v quy m hot ng ca mnh em li cho h nhiu iu li hn so vi vic

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nh sn xut t phn phi. S dng gii trung gian phn phi c th em li nhng s tit kim kh ln (hnh 1.3) K hiu quy c: SX: Nh sn xut KH: Khch hng

Hnh 1.3 Nh hnh v cho thy: Bn nh sn xut trc tip lm marketing phn phi cho bn khch hng i hi ti 16 ln tip xc. Nhng nu s dng trung gian phn phi s ln tip xc gim xung ch cn 8. Xc nh s lng trung gian: Doanh nghip cn phi xc nh xem s lng nhng nh trung gian cn thit cho mi cp theo tng chnh sch phn phi - Phn phi c quyn: Phn phi c quyn l chnh sch c ngi sn xut s dng hn ch s lng trung gian bn hng ca mnh khi h duy tr kim sot cht ch nhm m bo hnh nh tt v cht lng sn phm v mc dch v do ngi bn hng thc hin. -Phn phi chn lc: Phn phi chn lc l chnh sch la chn nhng ngi phn phi theo kh nng bn hng ca h nhng khng c s c

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quyn v lnh th. Chnh sch ny thng c dng cc doanh nghip n nh hay nhng doanh nghip mi ang tm cch thu ht khch hng trung gian bng cch bng cch p dng chnh sch phn phi chn lc. -Phn phi i tr: Phn phi i tr l chnh sch c ngi sn xut vn dng nhm a sn phm v dch v cho cng nhiu trung gian cng tt.Chnh sch ny c p dng ph bin cho cc loi hng ho tiu dng thng thng Tuyn chn thnh vin trung gian ca knh phn phi: Cng ty phi bit thu ht cc trung gian c cht lng cho knh d nh. Nhng trung gian tt cn c nhng c im g? l kh nng am hiu v quan h tt i vi khch hng, thm nin v kinh nghim, kh nng hp tc, hiu qu v uy tn trong kinh doanh. i khi cn nh gi v a im kinh doanh, kh nng pht trin trong tng lai. Tip cn cc trung gian: Gii trung gian phi c thng xuyn kch thch lm vic tt hn. Cng ty cn phi hiu c nhu cu v c mun ca h. C 3 kiu tip cn vi gii trung gian: hp tc, hn hp v lp chng trnh phn phi - S hp tc c kch thch bng mc li cao, tin thng, tr cp qung co, tr cp trng by hng, thi ua doanh s. - S hn hp th hin cch lm n lu di, v li ch chung i vi nh phn phi. - Lp chng trnh phn phi l kiu tha thun tin b nht. Hai bn cng vch ra mc tiu kinh doanh, k hoch tiu th, k hoch qung co, khuyn mi. Cng ty bin cc nh phn phi t cch ngh pha ngi mua chuyn sang cch ngh, lm n pha ngi bn. H l mt b phn trong h thng marketing dc VMS ca cng ty. nh gi v trung gian phn phi: Nh sn xut phi nh k nh gi hot ng ca ngi trung gian theo nhng tiu chun nh nh mc doanh s t c, mc lu kho

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trung bnh, thi gian giao hng cho khch, cch x l hng ha tht thot hoc h hng, mc hp tc trong cc chng trnh qung co v hun luyn ca cng ty v nhng dch v h phi lm cho khch. Mc doanh s t c ca cc trung gian c th c so snh vi mc h t c trong thi k trc . T l tng tin trung bnh ca c nhm c th dng nh mt tiu chun nh gi. 1.3. H thng bn l Bn l l tt c nhng hot ng c lin quan n vic bn hng ha hay dch v trc tip cho ngi tiu dng h s dng cho bn thn ch khng phi kinh doanh. Bn l l mt ngnh quan trng. So vi cc c s sn xut v bn s, h ng gp 7 ln v l ngun cung cp vic lm rt ln. Cc hnh thc bn l : Theo mc phc v, gm c: - Bn l t phc v - Bn l phc v c gii hn - Bn l phc v ton phn Theo mt hng kinh doanh, c cc loi: - Ca hng chuyn doanh - Ca hng bch ha - Cc siu th v i siu th - Cc ca hng thc phm tin dng Theo gi bn, ngi ta phn bit - Ca hng chit khu. Cc ca hng ny bn hng t tiu chun vi gi thp. H chp nhn mc li thp nhng khi lng bn ra ln. - Ca hng kho (bn s lng ln vi gi h). Bn l khng dng ca hiu, gm c:

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- Bn qua bu in - Bn qua catalog - Bn qua in thoi - Bn hng bng my bn hng t ng - Bn l tn nh Ca hng chui (Chain Store) Ca hng chui l mt trong s nhng pht trin quan trng nht ca hot ng bn l ca th k ny. l ca hng c hai hay nhiu hiu bn l cng chung mt s hu v kim sot bn nhng mt hng ging y nh nhau, vic mua bn c tnh cht tp quyn v c th c kiu kin trc ca hiu y ht nhau. Chui cng ty c cng chung s hu v kim sot, c kin trc vi phong cch ng nht lm ni bt mi ca hng n v v gip khch hng d nhn ra hn. Chui cng ty c li th hn cc ca hng c lp nh kh nng c th bn gi h v tiu th c khi lng ln hng ha. Hp tc x tiu th L t chc bn l ca chnh khch hng. Nhng ngi c tr chung trong mt cng ng c th lp mt hp tc x tiu th khi h cm thy nhng hiu bn l a phng li qu cao hoc cung cp hng km phm cht hay mt hng ngho nn. Nhng ngi dn ny gp tin li m ra ca hng ring ca h v biu quyt v mi ng li hot ng cng nh chn la cc qun tr vin. Ca hng c th bn gi thp hn hoc bn gi nh bnh thng v chia li cho cc x vin da trn mc mua hng ca h. T chc c quyn kinh tiu Mt t chc c quyn kinh tiu l mt s lin kt theo hp ng gia bn k pht c quyn (Franchiser) v bn c nhng c quyn (Franchisees) - Nhng thng gia c lp mun mua quyn s hu v quyn kinh doanh mt hoc nhiu n v thuc h thng c quyn.

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Ngi k pht c quyn kinh tiu s nhn c nhiu khon li nh: ph gia nhp, tin bn quyn tnh theo doanh s, l ph cho thu trang thit b c chia mt phn ln. V d: Hng Mc. Donald thu l ph gia nhp 150.000 la cho mi ngi c nhng c quyn; l ph bn quyn l 3%, l ph thu mn trang thit b l 8,5% doanh s ca ngi mua c quyn. Cng ty cn buc h phi ti hc Hamburger University trong 3 tun l bit cch kinh doanh ra sao. 1.4. H thng bn s Bn s bao gm tt c cc hot ng nhm bn hng ha v dch v cho ngi mua v bn li hoc kinh doanh. Cc nh bn s, giao dch ch yu i vi khch hng bun bn hn l khch tiu dng trc tip. H ch yu mua hng t nh sn xut, bn cho ngi bn l, cho cc c s k ngh v cc nh bn s khc. Nh bn s thc hin nhiu chc nng bao gm vic bn hng v qung co, mua hng v lm cng vic phn phi, bc d hng vi khi lng ln, tn kho, chuyn ch, ti tr, chp nhn ri ro, cung ng tin tc th trng, cung cp cc dch v v qun tr v lm t vn. Cc hnh thc bn s: Gii bn s thng c phn phi thnh bn nhm: Nh bn s thng nghip Nm quyn s hu hng ha. Nhm ny gm cc nh bn s phc v ton phn (thng nhn bn s, nh phn phi - kinh tiu k ngh) v cc nh bn s phc v gii hn (bn s tin mt t ch, nh bn s b mi trung gian trc tip giao hng, nh bn s k gi v bn s theo n t hng). Cc nh mi gii v i l H khng s hu hng ha v ch thc hin chc nng mi gii to thun li cho vic mua v bn, qua h c hng hoa hng t 2 - 6% trn gi bn. in hnh ca gii ny l cc nh mi gii thc phm, a c,

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bo him v chng khon. Cc i l thng c nhiu dng: i l ca nh sn xut (i l bn s), cc i l tiu th, i l thu mua v nh bun n hoa hng. Chi nhnh v vn phng ca nh sn xut Vn phng giao dch v chi nhnh bn hng ca nh sn xut c thnh lp thc hin cc cng vic bn hng, qung co v kim tra hng tn kho. Nhng chi nhnh bn hng ny thng c tr hng v thng hot ng trong nhiu ngnh trang thit b, ph tng xe hi, tp ha, hng kh. Cc nh bn s tp loi Gm cc nh bn s kinh doanh nhiu loi mt hng khc nhau k c cc i l u mi xng du, bn v giao hng n tn tng cy xng, cc cng ty u gi Trong hot ng kinh doanh hin nay, cc nh bn s tin b ang thch ng cc hot ng, dch v theo nhu cu khch hng v tm kim nhng phng php gim chi ph ca vic giao dch.

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CHNG 2 PHN TCH CHIN LC PHN PHI CA C PH TRUNG NGUYN TI TH TRNG VIT NAM
2.1. Tng quan nhu cu, th hiu, mc cung v bc tranh cnh tranh trong ngnh c ph Vit Nam
2.1.1. Tng quan nhu cu, th hiu v mc cung v c ph C ph l loi hng ha giao dch mnh trn th trng th gii nh London v New York. Brasil l nc sn xut c ph ln nht trn th gii vi sn lng trn 1,7 triu tn hng nm, chim 25% th trng quc t. Ngi Phn Lan ung nhiu c ph nht th gii. V nc tiu th c ph ln nht th gii l Hoa K. Vit Nam lng c ph tiu th ni a cn rt khim tn. Mi ngi Vit Nam mt nm ch dng ht khong na kg c ph, bng mt phn mi cc nc chu u. D bo, nin v c ph 2009-2010 c th gim 15-20% v sn lng ty vo tng vng trng. Vit Nam l nc sn xut c ph ng th 2 trn th gii, nhng vic tiu th sn phm c ph li t c vo th trng nc ngoi, trong khi , th trng trong nc y tim nng li b ng. Bnh qun cc nc thnh vin ca T chc c ph quc t (ICO) tiu th ni a mi nm ln n 25,16% sn lng, trong khi Vit Nam (l thnh vin ca T chc) hin nay ch mi t 5% sn lng thu hoch. T l tiu dng c ph trong nc vn mc rt thp (0,5kg/ngi/ nm s vi cc nc trng c ph khc c mc trung bnh l 3kg/ngi/nm) khng to ra s t ch ca sn lng tiu dng ni a so vi xut khu; c ph vn ch l c ph, chng ta cha bit khai thc cc gi tr v vn ha, du lch, u t, ti chnh, kho vn, khoa hc k thut,

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kinh t tri thc, l nhng ngnh, nhng lnh vc c lin quan mt thit n ngnh c ph. Thc t, trong my nm qua, c nc hu nh khng c mt hot ng xc tin thng mi tch cc no nhm thc y tiu dng c ph trong nc. Tuy nhin, sau s kin Trung Nguyn ra mt G7, c Lc m Festival c ph Bun Ma Thut, tuy thc cht ch l mt hot ng trin lm hn l tnh cht thng mi, nhng cng t , mi nm cng tiu th c gn 10.000 tn c ph nhn. C ph cng v ang tr thnh mt loi nc ung a chung ca nhiu ngi t thnh th n nng thn. Mc cu c ph lin tc tng t 1,7-2,5% t nm 2000-2008 v tip tc trong nm nay. Trong khi cc nh kinh doanh c ph lo lng sn lng c ph ang tng c th s vt nhu cu ton cu v nh hng n gi c. Mc tiu th c ph lm thc ung thay ch Chu ang tng. Thi gian qua, chu tr thnh khu vc tiu th c ph chnh. Lnh o Cc Trng trt (B NN-PTNT) cho bit, Vit Nam ang l quc gia ng th 2 th gii v sn lng c ph vi hn 996 ngn tn/nm. 2.1.2. Bc tranh cc doanh nghip cnh tranh trong ngnh c ph Vit Nam i vi nc trng c ph nh Vit Nam, ngi trong ngnh c ph khi cp n thng hiu tch ring thnh ba loi: thng hiu ca nh xut khu c ph nhn, thng hiu ca cc nh ch bin c ph ha tan v thng hiu ca cc nh ch bin c ph rang xay.
Thng hiu c ph nhn xut khu

Theo Hip hi C ph Vit Nam (Vicofa), c nc hin c hn 140 doanh nghip tham gia xut khu c ph v s lng cc nh xut khu teo

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tp dn theo thi gian, loi thi dn nhng nh xut khu c ph nghip d mi nm ch xut vi container. Nu ni v thng hiu c ph xut khu trong vng 10 nm tr li y th dn u l Tng cng ty C ph Vit Nam (Vinacafe), mt doanh nghip nh nc.
Thng hiu c ph ha tan

Mc d th trng c ph ha tan Vit Nam hin nay kh phong ph, ngoi ch bin trong nc cn c nhp khu vi hng chc nhn hiu khc nhau nhng th phn hin nm trong tay bn thng hiu hng u l:
- Vinacafe Bin Ha: C th mnh l gn b th trng trong nc

t lu, nhiu kinh nghim trong sn xut, thm nhp th trng v c th xem y l nh my sn xut c ph ha tan u tin ca Vit Nam.
- Nescafe ca Nestle (doanh nghip 100% vn nc ngoi): C u

th ca mt tp on a quc gia.
- G7 ca Trung Nguyn: Kinh nghim tng tri trong lnh vc

c ph rang xay v h thng qun nhng quyn.

- V gn y cn c thm Moment ca Vinamilk: Vi h thng

chn rt phn phi rng khp c nc. Tuy th trng c ph ha tan trong nc c dung lng khng ln v mi pht trin mnh chc nm tr li y nhng y li l th trng cnh tranh khc lit. Thng hiu c ph rang xay Ni ln u tin l thng hiu c ph Trung Nguyn vi hng trm qun c ph nhng quyn trong nc, k c nc ngoi. Sau Trung Nguyn c Highlands cng l c ph rang xay kt hp vi h thng qun mang cng thng hiu. Ngoi ra cn c nhiu nhn hiu c ph rang xay khc kt hp vi h thng qun nh Phc Long vi thng

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hiu Chateau hay mt s cng ty kinh doanh tr Bo Lc kt hp kinh doanh c ph. Ngnh c ph Vit Nam mc d c nhng bc pht trin thn k trong thi gian qua, ng gp mt cch ng k vo s n nh v pht trin chung ca k Lk, Ty Nguyn, v ca c Vit Nam. Tuy nhin, vn cn cha ng y nhng yu t km bn vng: Ch yu l xut c ph nhn, c ph ch bin v thng hiu cn v cng thp; gi tr ca c ph nhn xut khu cng rt thp, khng ch trng n cht lng v tnh lu di ca sn phm, t l tiu dng c ph trong nc vn mc rt thp (0,5kg/ngi/ nm s vi cc nc trng c ph khc c mc trung bnh l 3kg/ngi/nm) khng to ra s t ch ca sn lng tiu dng ni a so vi xut khu. C ph vn ch l c ph, chng ta cha bit khai thc cc gi tr v vn ha, du lch, u t, ti chnh, kho vn, khoa hc k thut, kinh t tri thc, l nhng ngnh, nhng lnh vc c lin quan mt thit n ngnh c ph. Sau khi i mi nn kinh t, xut hin nhng doanh nghip c nhng bc pht trin c coi l thn k, c nhng tng t ph. Tt c nhng iu chnh l nhng tin chng ta c th hoch nh v pht trin ngnh c ph nh mt ngnh mi nhn ca quc gia.

2.2. Tng quan v tp on Trung Nguyn

2.2.1. S mng, gi tr ct li v nim tin
S mng:

Kt ni v pht trin nhng ngi am m c ph trn ton th gii.

Gi tr ct li:

Kht vng ln Tinh thn quc gia, tinh thn quc t

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Khng ngng sng to, t ph Thc thi tt To gi tr v pht trin bn vng

Gi tr nim tin:

C ph lm cho th gii tt p hn C ph l nng lng cho nn kinh t tri thc C ph em li s sng to, hi ha v pht trin bn vng cho nhn loi. 2.2.2. S lc qu trnh hnh thnh v hot ng tp on Trung Nguyn - Ngy 16/6/1996: Khi nghip ti Bun Ma Thut. - 1998: Trung Nguyn xut hin Tp. H Ch Minh bng cu khu hiu Mang li ngun cm hng sng to mi. - 2000: Hin din ti H Ni v ln u tin nhng quyn thng hiu n Sigapore, Trung Nguyn l cng ty Vit Nam u tin p dng m hnh nhng quyn thng hiu trong nc v quc t. - 2001: Cng b cu khu hiu mi: Khi ngun sng to, c mt ti tt c cc tnh thnh Vit Nam, tip tc nhng quyn thnh cng ti Nht Bn, Thi Lan, Campuchia... - 2003: Ra i sn phm c ph ha tan G7 bng s kin th mi ti Dinh Thng Nht (vi 89 % ngi tiu dng chn G7 l sn phm yu thch hn so vi 11% chn Nescafe). Cng nghip ha hot ng sn xut. Khnh thnh nh my c ph rang xay ti Bun Ma Thut v nh my c ph ha tan ln nht VN ti Bnh Dng vi cng sut rang xay l 10,000tn/nm v c ph ha tan l 3,000 tn/nm.

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- 2005: t chng nhn EUREPGAP (Thc hnh nng nghip tt v Cht lng c ph ngon) ca th gii. L thng hiu c ph Vit Nam duy nht c chn phc v cc nguyn th quc gia trong Hi ngh ASEM5 v Hi ngh APEC 2006. a vo hot ng cc cng ty mi: G7 Mart, Truyn thng Nam Vit, Vietnam Global Gate Way. - 2006: Khi ng d n Th ph c ph ton cu ti Bun Ma Thut - Thng 12/2007: Kt hp cng UBND tnh k Lk t chc thnh cng Tun l vn ha c ph ti 2 u cu ca t nc l H Ni v Tp.HCM. - 2008: Khnh thnh Lng c ph Trung Nguyn ti Bun Ma Thut. Khai trng Hi qun sng to Trung Nguyn ti H Ni, u t trn 40 triu USD xy dng nh my ch bin c ph vi cng ngh hin i nht th gii ti Bun Ma Thut. - 2009: Cc mc tiu ngn hn v di hn : Thng lnh th trng ni a, chinh phc th trng th gii: + Dch chuyn t chiu rng sang chiu su + u t v ngnh + Pht trin h thng nhng quyn trong nc v quc t 2.2.3. C s vt cht Ca hng G7mart chun (phi t c iu kin c din tch rng hn 200 mt vung) c cng ty C phn thng mi v dch v G7 u t ti chnh (t 50-200 triu ng/1 ca hng); u t h thng nhn din, hun luyn phng thc bn hng hin i, cung cp gii php chun ha trong trng by hng, h thng phn mm qun l bn l, h thng bng qung co Hin c 500 ca hng G7 chun v hng nghn cc ca hng G7Mart thnh vin bt u hot ng trn ton quc.

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Trong nm 2006, ngoi 500 ca hng G7Mart chun, c 9.500 ca hng G7mart thnh vin v 60 trung tm phn phi G7mart i vo hot ng. n nm 2010, k hoch t ra l trong nc s c 35.000 ca hng tp ho v ca hng thnh vin tham gia d n G7Mart. G7 s xy dng c 200 trung tm phn phi, 100 Tng kho phn phi, 7 Trung tm thng mi v 7 i siu th. 2.2.4. Ngun nhn lc Hin nay, tp on Trung Nguyn c khong gn 2000 nhn vin lm vic cho cng ty c phn Trung Nguyn (TP.HCM), cng ty c phn c ph Trung Nguyn (BMT), cng ty c phn TM & DV G7, nh my c ph Trung Nguyn (Bun Ma Thut), nh my c ph ha tan Trung Nguyn (Bnh Dng) chi nhnh Trung Nguyn Cn Th, Bun Ma Thut, Nng, H Ni, Chi nhnh Trung Nguyn ti Singapore. Ngoi ra, Trung Nguyn cn gin tip to cng n vic lm cho hn 15.000 lao ng qua h thng qun c ph nhng quyn trn c nc. 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.Mt i ng cc chuyn gia, t vn chin lc hng u th gii, ang cng Trung Nguyn hoch nh cho mc tiu chinh phc th trng th gii. 2.2.5. Ngun vn kinh doanh Thng 5/2005 Trung Nguyn a vo s dng nh my ch bin c ph rang xay ti Bun Ma Thut vi kinh ph u t hn 10 triu USD. Vic lin tc y mnh qui m hot ng sn xut ny a sn phm c ph Trung Nguyn c mt trn th trng ca 43 quc gia, trong c ph ho tan G7 cng xut hin ti 20 nc nh M, Nht, Nga

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Ngy 2/11/2005 Trung Nguyn a vo hot ng Nh my c ph ho tan G7 ti KCN Tn ng Hip A - Bnh Dng. y l nh my c cng sut sn xut c ph ho tan ln nht VN hin nay: 3000 tn/nm vi tng chi ph u t trn 10 triu USD. Ton b dy chuyn thit b, cng ngh ca nh my c sn xut, chuyn giao trc tip t FEA s.r.l, cng ty hng u trong ngnh ch to thit b ch bin thc phm v c ph ho tan ca . Ngy 9/6/2009, Trung Nguyn chnh thc khi cng xy dng nh my sn xut c ph vi cng ngh hin i nht th gii ti kLk. Mt nh my ch bin c ph c u t vi tng s vn u t hn 40 triu usd, xy dng trn din tch 27.000m2 v c chia lm 2 giai on. - Giai on 1, u t gn 20 triu USD cho cng tc xy dng c s h tng, cc h thng vn hnh c bn. - Giai on 2, s tip tc u t ton b ngun vn u t cn li cho vic mua sm cc h thng trang thit b vn hnh, my mc cng ngh theo tiu chun hin i nht th gii, ng thi xy dng m rng nh my thm 50.000m2. D kin cng sut thit k nh my t hn 60.000 tn c ph ch bin mi nm v theo k hoch, sau 18 thng nh my s c hon tt, a vo hot ng vn hnh chnh thc. Song song vi vic u t xy dng nh my, Trung Nguyn cng ang tin hnh xy dng Qu Trung Nguyn h tr nng dn trng c ph v Pht trin cy c ph bn vng, (tn vit tt ting Anh TrungNguyen Coffee Foun), vi ngun vn hat ng ban u l 15 t ng/nm.
2.2.6. Mt hng

C ph Trung Nguyn chia lm 3 loi sn phm: Sn phm cao cp, trung cp v thng thng.

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Sn phm cao cp, vi cc loi: - Weasel (250g): Sn lng c ph Chn trn ton th gii ch khong 200kg/nm, v th, c ph Chn l loi c sn qu him v t gi nht th gii. - Diamond Collection (250g) vi nm hng v khc nhau. - Legendee (250gr & 500gr): Cng ngh men sinh hc c o - Classic Blend (lon 425g): Hng thm lu v quyn r, nc pha mu nu nht.
Sn phm trung cp:

- Passiona (gi 250g) thm nh nhng, thnh phn caffeine thp. - C gourmet blent (250g - 500g): v m vi nc pha mu nu snh - House blend (250g & 500g): Hng thm nng, v m hn vi nc pha mu nu snh. - C ph ch phin - Ht rang xay (11 loi)
Sn phm ph thng:

T nhng ht c ph Arabica, Robusta, Catimor, Excelsa, cc loi: Nu Sc sng (Loi 1), I Kht vng (Loi 2), S Chinh phc (Loi 3). C ph ha tan G7 3 in 1: Khu v v hng thm m ,G7 Cappuccino c cht lc tinh ty t nhng ht c ph ngon nht Bun Ma Thut kt hp bt kem v cc nguyn liu cao cp khc, hng v nng nn ca ht d v c ph ho hng ca vng t Bun Ma Thut. C 3 hng v: Hazelnut, Irish Cream v Mocha. C ph ha tan G7 2 in1:(c ph v ng), cc loi: Lucky, Hero, Win, Victory.

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2.3. H thng knh phn phi c ph Trung Nguyn

2.3.1. Vai tr v chc nng ca knh phn phi trong hot ng marketing ca cng ty Trung Nguyn 2.3.1.1. Vai tr ca knh phn phi Gip cho khch hng tip cn nhanh hn vi sn phm ca cng ty. Mang ti cho khch hng nhng ly c ph y hp dn To sc cu cho mt hng caf trong v ngoi nc. Knh phn phi cng l ni tr li nhng thc mc ca sn phm.
Phi hp cc mc tiu ca tng thnh vin trong knh phn phi gp

phn thc y mc tiu ca t chc. 2.3.1.2. Chc nng ca knh phn phi Chc nng ca knh phn phi cafe Trung Nguyn ni ring cng l chc nng ca mt knh phn phi ni chung. Phi tip nhn sn phm mi nhanh chng v a ra nhng chin lc ph hp cho vic phn phi. Dung ho ri ro vi li ch khi tip cn s lng khch hng mi
Chc nng hu cn bao gm hot ng phn phi vt l nh hot

ng vn chuyn, kim k, tch tr hng ho, v hu cn cn thc hin chc nng tp hp cc hng ho c cng tnh nng, li ch t nhiu nh cung cp gip cho khch hng c nhiu la chn cho cc sn phm m h cn hn
Chc nng n gin v thun tin ho hot ng phn phi

(faciliating function). Chc nng gip cho hot ng phn phi tr nn d dng v thun tin hn c thc hin bi cc thnh vin knh bao gm vic nghin cu th trng v hot ng thanh ton.
Hot ng nghin cu th trng: Nghin cu th trng l mt

trong nhng chc nng chnh ca knh phn phi. Li ch thu c t hot ng nghin cu th trng chnh l s nh gi mt cch chnh

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xc v thi quen, tnh cch, v tm l ca khch hng mc tiu. Nhng thng tin thu thp c t cc trung gian phn phi gip cho nh sn xut c c k hoch pht trin sn phm v hot ng truyn thng Marketing hp l. Hot ng thanh ton: Thanh ton n gin, thun tin c coi l mt chc nng quan trng trong c th trng ngi bn ln ngi mua. Cc nh trung gian th mun hot ng thanh ton tr nn ngy cng d dng cho khch hng h c th nhanh chng kt thc ln bn hng v thu c tin v
Chc nng giao dch trong phn phi : To ra cc mi lin h vi

khch hng v s dng cc chin lc truyn thng Marketing to ra s nhn bit trong khch hng v sn phm cafe ca Trung Nguyn Thu thp thng tin cn thit hoch nh chin lc v to thun li cho s trao i. Trin khai v ph bin nhng thng tin c sc thuyt phc cao v nhng mn hng ang kinh doanh v cc sn phm mi. Tm ra thng tin c vi khch hng tng lai. C gng i ti cc tha thun v gi c cc vn quanh sn phm m khch hng nh mua. Chp nhn cc ri ro lin quan ti cc hot ng iu hnh ca knh. 2.3.1.3. Mc tiu ca Trung Nguyn ng ng L Nguyn V, Ch tch HQT Cng ty G7: Mc tiu ca h thng cc ca hng G7 l h tr mnh m chin lc pht trin thng hiu Vit v tr thnh h thng phn phi a phng lm i trng vi cc tp on phn phi nc ngoi., C th l: Thng lnh th trng ni a

- 29 Gia tng gp i ph ca cc im bn.:

+ n nm 2010, k hoch t ra l trong nc s c 35.000 ca hng tp ho v ca hng thnh vin tham gia d n G7Mart. G7 s xy dng c 200 trung tm phn phi, 100 Tng kho phn phi, 7 Trung tm thng mi v 7 i siu th + Xy dng 6 trung tm thng mi G7 cho ti nm 2010 theo tiu chun quc t ca ngi Vit Nam
Chuyn nghip ha cht lng phc v khch hng m rng th

trng mnh m.
Phi hng ra th gii v gip cho cc sn phm, thng hiu ca

Trung Nguyn hin din khp cc ni.

Xy dng Th ph c ph ton cu: y l vic to ra mt m hnh

mu v pht trin bn vng. Mt m hnh pht trin t ti nng lc bn vng s phi do chnh cng ng bn a ch ng xut v pht trin. n nay, d n nhn c nhiu kin ng gp su sc t nhiu nh khoa hc, kinh t, vn ha,.c bit c lnh o tnh k Lk coi l mt d n trng im trong chng trnh pht trin c ph bn vng ca tnh, cng nh s khch l, quan tm ca mt s lnh o cp cao ca ng, Quc hi, Chnh ph. y l minh chng cho s ng thun t tng v tng ca d n cng nh c s tin tng hin thc ha d n.
Thnh lp tp on, v m rng sang lnh vc phn phi nhm cnh

tranh vi cc i gia nc ngoi th trng ni a.Trung Nguyn s tr thnh mt tp on gm 10 cng ty thnh vin hot ng trong cc lnh vc trng, ch bin, xut khu c ph, kinh doanh bt ng sn. Bn cnh Trung Nguyn s pht trin knh phn phi ni a trn c s lin kt cc nh bn bun v bn l cc a phng trn ton quc. tp on ny c mc tiu pht trin mt mng li knh phn phi ni

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a thng sut, bao gm khong 100 nh phn phi ni a hng u trn 64 tnh thnh t nay n nm 2010
Khong 10.000 ca hiu bn l s c t chc vi cng mt hnh

thc v c quy m chun phn phi hng ho ti ngi tiu dng cui cng.
Trung Nguyn khng ch dng li nhng th trng bn l: gia

tng cc dch v nh: + Mua sm bng th tin li. + Dch v thanh ton tin li dnh cho cc khch hng khng c thi gian. + Bn hng qua cataloge
Thnh lp Hi qun Sng to Trung Nguyn: Ni giao lu vn

ho, ngh thut. Trung Nguyn lm h thng qun nhng quyn. T nay n 2010, s pht trin 20 qun nhng quyn mi Vit Nam v 18 qun Singapore. 2.3.2. Hot ng knh phn phi ca Trung Nguyn 2.3.2.1. S h thng Hin ti vi 10 cng ty thnh vin, Trung Nguyn c tham vng tr thnh nh cung cp, phn phi ln ca Vit Nam. Vi mt hng chnh l c ph, Trung Nguyn tn dng c nhng hnh thc phn phi truyn thng v hin i t c kt qu ln nht.

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Franchise (1)

Trung Nguyn Coffee

Truyn thng (2)

Qun c ph

i l bn s

Khch hng tiu dng

Siu th (3)

i l bn l

Khch hng tiu dng

S h thng phn phi ca Trung Nguyn Coffee Trong s t chc knh phn phi trn, ta thy hin ti TN s dng 1 h thng a knh trong vic thc hin a Sp ca mnh n tay ngi tiu dng. Bn cnh vic pht huy ti a chc nng ca n, h thng phn phi trn cn th hin c tm nhn chin lc ca TN trong ngnh phn phi. duy tr h thng phn phi trn, cng nh m bo cho qu trnh hot ng ca ton b cty hiu qu, TN thit lp 5 chi nhnh ti cc a im sau: H Ni, Nng, TP H Ch Minh (headquarter), Lm ng, Cn Th.

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2.3.2.2. Hot ng knh i vi h thng franchise: - L n v u tin ng dng Franchice vo VN t nm 1998, ch hai nm sau khi xut hin trn th trng. - Hin ti, Cty du tr h thng Franchice bao gm hn 1.000 qun c ph trn khp t nc VN v 8 qun nc ngoi nh: M, Nht, Singapore, Thi Lan, Trung Quc, Campuchia, Ba Lan, Ukraina. - y l knh phn phi dc. Trung gian phn phi truyn thng: - Trong knh c 3 cp a SP n tay ngi tiu dng: nh bn s ( nh phn phi), nh bn l ( im bn hng v ca hng bn l: tim tp ha) v ngi tiu dng - Knh phn phi truyn thng Con s c cp nht n nm 2006, TN hin 3 nh my SX c ph trn ton VN, 121 nh phn phi c quyn, 7.000 im bn hng v 59.000 ca hng bn l sn phm. - Nh my SX: Nh my Sx ti KCN Tn ng Hip A, Tnh Bnh Dng. +Cng sut: cng sut 3.000 tn c ph ha tan/nm +Tng vn u t trn 10 triu USD. Nh my ti Tp Bun Ma Thut, k Lk +u t khong 711,72 t ng (40 triu USD). +Cng sut 60.000 tn/nm Nh my ch bin c ph rang say ti Bun Ma Thut, ak Lk +Cng sut 10.000 tn/nm. +Nh my ny ln nht vng Cao Nguyn, 80 % sn lng dnh cho XK. Trung gian phn phi hin i: H thng G7 Mart

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- y l h thng bn l theo hnh thc nhng quyn u tin VN - C 200 nh cung cp cho ton b chui ca hng G7 trn c nc. - im ni bt nht ca G7 mart, theo nh tm nhn ca TN chnh l vic p ng thi quen mua sm nh, l ca ngi VN v thng mua gn nh. - Chnh v vy, nhng G7 mart thng c dn dng vi quy m nh nh 1 ca hng tp ha v nm len li gia cc con hm. Tuy nhin, G7 mart li khc phc c nhc im ca hnh thc phn phi truyn thng l cc ca hng tp ha khi nh gi bn thp, ng nht, bo m ging nh 1 siu th v ng dng IT trong qu trnh qun l. - Vic ra i h thng G7 mart th hin tm nhn chin lc v tham vng mun ginh th vng trn h thng phn phi ca VN. H thng siu th

Qua phn tch trn, chng ta thy TN s dng knh phn phi dc cho
h thng phn phi ca mnh. 2.3.3. Dng lu chuyn trong knh phn phi Vic phn phi hng cng s khng theo li c. Nu nh trc kia mi nh sn xut li c cc knh phn phi ring, th gi y cc trung tm phn phi G7 s l u mi cung cp hng ha cho ton b h thng phn phi G7Mart bao gm cc ca hng G7mart chun v cc ca hng thnh vin. Cung cch ny s gim bt chi ph tn km, bt i nhiu khu trung gian v h qu l ngi tiu dng c li bi gi thnh sn phm s gim. V lu di, theo cch thc ny, tt c sn phm v dch v tiu dng s c lun chuyn trn mt h thng, to ra s chuyn nghip ha cao.

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2.3.4. Hnh thc nhng quyn thng hiu trong phn phi ca c ph Trung Nguyn 2.3.4.1. Khi qut h thng nhng quyn Trung Nguyn 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. Theo 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. T h thng Nhng quyn ny, Trung Nguyn mang ti ngi yu c ph mt phong cch thng thc c ph rt ring, mang bn sc vn ha Vit nam, nhng tinh hoa ca nhn loi. Trong khng gian Trung Nguyn, nhng tn c ph khp mi ni s cm nhn c nhng nt vn ha c ph c o ca Vit nam, cha ng nhng tinh hoa v mt gi tr trit l bao trm, hng nhn loi ti nhng gi tr pht trin mi: sng to, hi ha v pht trin bn vng. 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 Trung Nguyn no. 2.3.4.2. Nhng yu cu khi nhng quyn Quyn li ca bn nhn nhng quyn Khi tham gia h thng nhng quyn ca Trung Nguyn, bn nhn nhng quyn s c hng mt s quyn li trong hot ng kinh doanh ca mnh: a. c quyn s dng thng hiu Trung Nguyn xc tin hot ng kinh doanh ti a im duy nht, trn nn tng uy tn ca thng hiu.

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b. Khai thc nhng li ch hu hnh - v hnh trn nn tng uy tn ca thng hiu Trung Nguyn : - C khch hng nhanh. - Gim thiu ri ro trong kinh doanh. - Tit kim thi gian v cng sc qung b ca hng, t c th tp trung vo hot ng kinh doanh. i l c ti tr mt s vt phm lin quan trc tip n sn phm. - c gim gi khi mua nhng vt phm do Trung Nguyn sn xut. - c u i v gi t cc nh cung cp trang thit b, vt dng, dch v uy tn m Trung Nguyn k hp ng lin kt. c. Hun luyn cc kin thc cn thit cho vic vn hnh qun, bao gm: - Cch thc pha ch c ph v tr - Hng dn nh hng phc v nhc theo tng th lai ph hp cho qun. d. T vn m hnh kinh doanh ph hp vi qun. H tr lp k hoch kinh doanh ngay t bc u. e. T vn gii php kinh doanh nhm gip qun kinh doanh hiu qu. f. T vn m hnh thit k, trang tr ni ngoi tht qun theo phong cch Trung Nguyn. Gii thiu n v thi cng, nh cung c cht lng. Trch nhim ca bn nhn nhng quyn ng thi, m bo qu trnh hp tc thun li cng Trung Nguyn, bn nhn nhng quyn c trch nhim thc hin y cc qui nh: a. i l t thc hin cc th tc cn thit c cp php kinh doanh b. T vn hnh cc hot ng qun c. Tham gia y cc kha hun luyn o to ca Trung Nguyn trc v sau khi khai trng qun.

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d. Cam kt kinh doanh theo nh hng ca thng hiu Trung Nguyn. e. Tun th thit k theo phong cch Trung Nguyn f. ng cc khon ph theo qui nh: - Ph nhng quyn: L mt khon ph khng hon li m i l phi tr cho Trung Nguyn c quyn s dng thng hiu Trung Nguyn kinh doanh theo phm vi c quy nh. - Ph hot ng: L mt khon ph m i l phi np cho Trung Nguyn vo hng thng, cn c theo t l tng doanh thu hng thng t tt c thc ung c bn ti i l. Khon ph ny cng vi ngn sch marketing hng nm ca Cng ty s c dng t chc cc hot ng qung b chung, nhm to s thu ht cho chui qun c ph Trung Nguyn nh: t chc khuyn mi, m cc lp o to, thc hin cc vt phm mi h tr cho i l - Tin k qu: Khon tin ny s c Trung Nguyn han tr trong trng hp hai bn tin hnh thanh l hp ng. g. Khng cung cp cc thng tin lin quan n Trung Nguyn cho bt k bn th ba no khc ngoi mc ch cn thit cho vic thc hin hp ng ny, hoc do yu cu ca lut php v c quan chc nng. 2.3.4.3. S pht trin ca h thng qun nhng quyn Trung Nguyn Nm 2008, nh du mt bc pht trin mi, quan trng i vi h thng qun Nhng Quyn Trung Nguyn. Bng vic thay i v h thng nhn din thng hiu cho h thng qun, Trung Nguyn cho ra i mt m hnh qun mi, p hn v sang trng hn, mt khng gian thc s dnh ring cho nhng ngi yu c ph. Thng 9/2008, ti sn bay Changi Singapore, Trung Nguyn cho ra i m hnh c ph mi, hon ton khc bit v hnh thc nhng vn c s k tha nhng nt c trng v tnh vn ha cao ca h thng hin ti. M hnh mi nhn c s nh gi rt cao ca nhng ngi yu c ph v nhng ngi bn ln ca Trung Nguyn. Tip theo chui s kin l hang lot nhng qun c ph theo

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m hnh ny tip tc ra i v to nn mt ln sng mi v qun nhng quyn Trung Nguyn. 2.3.4.4. H gi tr ca chui qun nhng quyn Trung Nguyn Thng ip Ni hi t ca ngng ngi yu v am m c ph c th hin qua rt nhiu yu t ti h thng qun, tp trung vo cc vn : - Am hiu, am m c ph + Ch phc v nhng loi sn phm c ph cht lng c bit nht + S dng nhng cng ngh hin i nht & B quyt Phng ng c bit. + i ng phc v c o to v am hiu k lng v c ph cng vi mt tinh thn c ph mi. - Khng gian c bit em li ngun cm hng cho sng to Cng vi trit l c ph v s sng to v pht trin bn vng, khng gian qun c ph s c thit k mang li cho ngi yu c ph s thoi mi, tin dng khuyn khch ti a kh nng t duy v sng to nhm t c nhng thng hoa, thnh cng trong cuc sng. - Khng gian chia s v kt ni nhng am m Cho nhng ngi am m c ph, qun c ph Trung Nguyn s l ni gp g, s chia nhng s vui bun, thnh cng trong cuc sng ca tt c mi ngi n t khp ni trn ton th gii. Bt k h l ai, da trng hay da nu; ngi giu hay ngi ngo; ngi theo trng phi, tn gio no hay thuc ng phi chnh tr no. Tt c s cng nhau bn mt khng gian c ph nng m s s chia, s chn thnh hng th gii n mt s an bnh, hi ha hn. 2.3.4.5. u v nhc im ca hnh hnh thc nhng quyn ti Trung nguyn u im

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- Nhanh chng m rng mng li phn phi ca c ph Trung Nguyn .Ch trong vng 2 nm ra mt trn th trng, Trung Nguyn gy mt n tng mnh cho ngi tiu dng khi ch trong mt thi gian ngn c ti gn 500 ca hng c ph Trung Nguyn xut hin t Bc vo Nam - Thu c khon ph t nhng quyn pht trin cng vic kinh doanh. Nhc im - Mt trong nhng tai nn thng xy ra l thng hiu nhi. Do cht lng ca cc hng gi thng hiu khng t tiu chun, gy nhm ln cho khch hng v nh hng nghim trng ti uy tn ca nh nhng quyn v doanh thu ca nh nhn quyn n l. Hin tng ny buc cc nh nhng quyn lun phi trong t th sn sng tham gia cc v kin vi phm bn quyn. Thng k gn y ca Cng ty c ph Trung Nguyn cho bit c hng trm ca hng c ph Trung Nguyn gi m khng th x l v kim sot trit c. - Cc ca hng nhng quyn nhng a im khc nhau nhng ch cn phong cch phc v mt a im khng tt i vi khch hng s dn n cch ngh tiu cc cho ton b h thng c ph Trung nguyn - Kh qun l ton b h thng, t phong cch trang tr cho ti cung cch phc v - H thng nhng quyn cng ln, h cng d mt quyn kim sot nu bn sc thng hiu khng c cng c v bo v. Trung Nguyn l ngi u tin p dng m hnh nhng quyn thng hiu ti Vit Nam, v c th ni t c nhng thnh tu to ln trong nhng giai on u tin xy dng va pht trin m hnh mi m ny. Nhng cng kh c th nhn xt thnh cng s vang di hn chng no nu ngay t u Trung Nguyn u t vo vic bo v v kim sat bn sc thng hiu ca mnh mt cch nghim ngt v ng b hn. Kh khn

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ln nht ca h thng c ph Trung Nguyn hin nay l vic xy dng v trin khai tinh cht khi ngun sng to n cc qun c ph trong h thng ca mnh khng tht s gy c n tng nh mong i trong tm tr khch hng 2.3.5. H thng G7 Mart 2.3.5.1.Hon cnh ra i Mt cuc chin khng cn sc ang ch i cc nh phn phi trong nc khi Vit Nam gia nhp WTO v th trng phn phi bn l c m ca. Cc doanh nghip (DN) trong nc cn rt hn ch c v kinh nghim, qun tr, kh nng ti chnh s phi i u vi nhng i gia hng u th gii nh Walmart, Carrefour; Seven - Eleven... vi doanh s hng nm ln n hng chc t USD. V knh phn phi truyn thng nh ch, cc tim tp ha, ca hng bn s, bn l... chim ti 90% mng li phn phi ti VN s i v u khi cc tp on bn l nc ngoi nhy vo th trng ni a. Trong bi cnh , d n G7 c trin khai. 2.3.5.2. S mng, mc ch, phng chm hot dng v chin lc kinh doanh ca G7 Mart S mng ca G7 Mart S mng ca G7 Mart l xy dng h thng phn phi s 1 Vit Nam, gp phn a c hng Vit Nam ra ton cu. y l mt h thng phn phi ca Vit Nam nhm gi vng h thng phn phi hng ho tiu dng ti Vit Nam, xy dng cng l phn phi; h tr mnh m chin lc pht trin thng hiu Vit; tr thnh s i trng vi cc h thng phn phi ca tp on nc ngoi. Mc ch v phng chm hot ng ca G7 Mart Lin kt, nng cp mng li phn phi truyn thng thnh mt h thng phn phi hin i to nn mt lc i trng vi cc tp on phn phi nc ngoi.

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Chin lc kinh doanh ca G7 Mart Chnh l pht trin mnh mng li phn phi da trn nn tng cc i l sn c trong khp c nc, xy d h thng qun l v hu cn mnh m; hp sc vi nh sn xut... 2.3.5.3. M hnh G7 Mart c hnh thnh, xy dng trn tng: kt hp v ti u ha phn phi vi h thng bn l c lu lng hng ha lun chuyn t nh sn xut n ngi tiu dng cui cng ln nht Vit Nam hin nay, l h thng cc ca hng tp ha (hay c tn gi l cng ngh phm pha Bc). tng ny c nhiu thng hiu thuc ngnh hng tiu dng, cc nh sn xut, cung cp ng h v tp trung phn phi hng vo mt i tc l G7. G7 tm qun l, y hng xung c mt h thng bn l s v s lng. Bn cnh , cc ca hng va nm rng ton quc, va nm su v gn cht vi ngi tiu dng tn hang cng ng hm. T tng v c hi kinh doanh tt , h bt u trin khai rm r v t trong thi gian ngn trn din rng. Cc qu bom tn ca nhng hot ng PR bn v sc sng, sc pht trin mnh lit ca m hnh phn phi, kt hp qun l kinh doanh hin i v c tnh phn phi c truyn t bao lu nay ti Vit Nam Ngnh hng kinh doanh ch yu ca G7 Mart : thc phm ngt, thc phm mn, ho m phm, ru bia nc gii kht, thuc l; thuc ty, bo ch, th in thoi tr trc; qung co, t vn, dch v thanh ton ho n, my ATM, in thoi cng cng 2.3.5.4. Cc giai on pht trin ca G7 mart Giai on 1 l pht trin nhanh h thng phn phi bng cch tp hp lin kt vi cc ca hiu v i l. Cng ty s nng cp d n thnh mt h thng hin i v chuyn nghip cao thng qua m hnh t ca hng tp ho thnh ca hng tin li; i l, nh phn phi tr thnh trung tm phn

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phi. Mua hng hiu qu vi s lng ln t lin kt tp hp cc nh sn xut li mt cch bn vng. Giai on 2 s xy dng cc trung tm thng mi tng hp, cc siu th v i siu th, thc hin bng cc hnh thc u t 100%, lin doanh, hp tc kinh doanh, nhng quyn cp php. Giai on 3 l xy dng Viettown i ra th gii, l lin minh mnh m ca cc nh sn xut v phn phi Vit vi hu phng vng chc l Chnh ph, ngi tiu dng Vit Nam v Vit kiu 2.3.5.5. Li ch ca h thng G7 Mart Khi h thng G7 Mart i vo hot ng, cc doanh nghip sn xut ca Vit Nam c c mt knh phn phi mi hiu qu trn gi v trc tip n ngi tiu dng. Ngi tiu dng cng s tip cn mt phong cch bn l mi, hin i, gi r, tin li v rng khp c nc ng thi hng li t cc dch v tin ch ca G7 Mart. i vi kinh t-x hi, vi bi cnh hin nay, mi nh sn xut t xy dng cho ring mnh mt h thng phn phi. iu ny to ra mt s lng ph v chi ph x hi cho vic lu thng hng ho. V vy, G7 Mart s tit kim c chi ph ny v tt c sn phm dch v tiu dng s c lun chuyn trn mt h thng, to s chuyn nghip ho cao. i vi Chnh ph, G7 Mart p ng c vic cn thit phi c mt knh phn phi ni a mnh i trng vi cc tp on phn phi nc ngoi nhm h tr doanh nghip trong nc xy dng thng hiu. Bn cnh , cc nh tip th v xy dng thng hiu c th chn c mt knh mi hiu qu, hin i, trn gi v phn phi trc tip ti ngi tiu dng. 2.3.5.6. Nhn xt v G7 Mart Thnh cng

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- Sau gn 2 nm nghin cu, trin khai, hin cng ty G7 Mart c trong tay con s hn 10.000 ca hng bn l tim tp ha tham gia d n G7 Mart v lt xc tr thnh cc ca hng bn l hin i. y l mt mng li phn phi khng l khng ch i vi DN trong nc. - G7 Mart cung cp cc dch v tin ch ln u tin xut hin ti Vit Nam nh th tin li, dch v thanh ton tin li dnh cho cc khch hng khng c thi gian, v dch v bn hng qua catalogue - D n G7 Mart ca Trung Nguyn c xem nh l phng n gii quyt bi ton phn phi trong nc v l c ch tp hp cc nh sn xut Vit Nam phc v cho d n nh phn phi Vit Nam, nhm gii quyt kh khn ca cc nh sn xut Vit Nam khi mang hng ho v thng hiu ra nc ngoi. -G7 Mart cng vi Microsoft chnh thc k kt hp tc vo chiu ngy 9/8/2007. Theo , G7 Mart s tiu chun ha h thng CNTT ca mnh vi cc sn phm phn mm Microsoft chnh hng. y l quyt nh hp php ha phn mm Windows cho tr s chnh ca G7 Mart v s dng gii php Microsoft Dynamics (RSM) l gii php cho cc ng dng CNTT cho gn 500 ca hng ca G7Mart ti Vit Nam. Tht bi Khai trng kh tng bng, hnh thc kh sch p, bin hiu cng tng i bt mt, G7 Mart nh mt siu th mini c mt khp mi ni, cng c cc mt hng phc v cho i sng. Nhng sau mt thi gian ngi tiu dng vn c tm n cc siu th, hay i l mua hng m b qua G7 Mart. Th nn, nhiu i l chuyn sang hnh thc G7 Mart mt thi gian sau li tr li l i l bn l phc v theo nhu cu ca ngi dn Nguyn nhn ca s tht bi - Nguyn nhn s qunh hiu ca G7 Mart l do G7 Mart c tch mt phn t cng ty Trung Nguyn, nn xy ra hin tng xung t li ch.

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Theo mt s nh phn phi bn cc sn phm cnh tranh vi Trung Nguyn ng nhin khng th hp tc vi G7 Mart ht lng. Chnh v vy, G7 Mart vng bng hu ht nhngi gia nh Vinamilk, Nestle, Vinacafe v.v... - Tm l mua hng Vit Nam trc khi cc tp on bn l khng l tin vo xm lc nc ta, Hng nhi v vi phm bn quyn vn by bn cng khai v nhan nhn ngoi ng ph l chuyn ht sc bnh thng. V b lut cha thc s r rng v vic bo v bn quyn thng hiu. - Thng hiu G7 Mart r rng cha c sc mnh, G7 Mart ch trng n cc ca hng nh l, tuy nhin phi lu rng: cc ch ca hng l cc tiu thng, h c th vt ro cn so vi cc qui nh ca G7 Mart. - Thi quen ca ngi dn Vit Nam + i siu th khng ch mua hng, m cn i thm quan hng ha hay tham gia cc tin ch khc nh: tr chi in t... Siu th vi s phong ph v hng ha, vi rng v khng gian v hng trm nhng tin ch khc s lm tha mn mi nhu cu ca khch hng. + i ch v mt s ngi dn thch tr gi. Tr gi mua hng ng vi gi thc l iu m cc b ni tr rt quan tm. i ch, ngi dn cng c th mua hng ca ngi quen, t nhiu yn tm v mt gi c v v sinh an ton thc phm, chn c ti sng - Cch qun l ca G7 mart : Theo mt vi thng k, h thng ny ang c trn 100.000 im ti Vit Nam v gi vai tr cung tiu dng hng ha n trn 65% ngi tiu dng Vit Nam. Con s ny hn hn 15-20% so vi h thng phn phi hin i nh siu th, trung tm thng mi.G7 qung b rt tt cho h thng t cng tc PR n qung co, chun ha h thng trng by, sp xp hng ha Tuy nhin, dng nh h khng thc hin c vn ct li: t chc h thng qun l chui bn l.Vi h thng qun l kinh doanh chui ca hng bn l, phn li nhun c th mang li nm khu t chc cui cung ng c gi cung cp tht tt v hp l

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nht. lm c iu ny, vic qun l t sn phm t cc ca hng v h thng trung tm, (hoc im phn phi, depot), ln n hng v t chc giao trong thi gian nhanh nht, nhng chi ph vn chuyn phi thp v hiu qu nht. iu ny c ngha l phi qun l cho vng quay hng ha nhanh nht t cc nh cung cp kho hng ca h thng ca hng.Hin, iu ny kh thc hin Vit Nam v: quy hoch ng ph, giao thng, khu vc a l phc tp, nht l cc thnh ph ln. Trong khi , cc ca hng (tp ha) li nm su trong nhng khu dn c Bn cnh l tnh trng kt xe. Cha hn ng i ngn nht v mt a l l ng i ti u nht, nhanh nht. S rt kh ti u ha cho bi ton vn ti giao hng ng hn p ng nhu cu hng ha lun sn sng.

2.4. i th cnh tranh

i th cnh tranh ln nht l Nescafe, ngoi ra cn c Vinacafe, v Moment. i th cnh tranh ca Trung Nguyn trong tng lai khng ai khc hn chnh l 2 i gia cafe noi ting th gii Stacksbuck va Gloria Jeans Coffee, y l 2 i gia v nhng quyn thng mi v cafe ni ting th gii. Cuc chin trong nc gia hai nhn hiu G7 v Nescafe l mt trng hp c bit th v. Trc ngy 23/11/2003, trn th trng c ph ha tan Vit Nam, Nescafe l k thng tr vi th phn chim gn 60% ton th trng. Vinacafe vi 38,45% th phn. 5,6 % th phn cn li l khong trng dnh cho cc thng hiu khc. Trung Nguyn em qun vo tn ta nh ni c tng hnh dinh ca Nescafe mi ngi tiu dng ung th, so snh v chm im trc tip, cn t chc nhng ngy hi c ph rt tng bng ti Dinh Thng Nht v cc a im khc, km theo nhiu hot ng tc ng su n ngi tiu dng nh cuc thi tng kinh doanh, xy dng thng hiu

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cho nng sn Vit Nam Kt qu: a s ngi tiu dng cho bit thch hng v G7 hn. Cuc din thay i: Nescafe cn 44,05% th phn, Vinacafe cn 28,95%, G7 chim 21% v 5,2% cn li cho cc thng hiu khc. Nescafe hon ton mang tnh quc t. Tc sn phm ca Nescafe bn cho ngi tiu dng Vit Nam ng nht vi khu v sn phm bn cho th trng ton cu. Trc i th Trung Nguyn, Nescafe thay i mnh t mu bao b n nhng khu hiu tip th nh 100% c ph Vit Nam, Hng v Vit Nam hn Cn u t hn 400,000 Euro cho vic h tr trng c ph sch ti Bun Ma Thut. Gn y, G7 v Nescafe ang gip chin xung quanh tnh t mnh. Trung Nguyn: Gip suy ngh mnh hn, Nescafe:Ngon hn, v c ph mnh hn. Trung Nguyn: V c ph cc mnh, Nescafe: Bn mnh th cha? Th phn c ph ha tan, gia mt bn ang ra sc bo v th phn v mt bn ang tng bc ginh ly th phn. G7 mi chnh l ngi dn dt trn u. Trit l ct li lu nay ca G7 l chin u v thng hiu Vit, ku gi s ng h, ng thun ca ngi tiu dng ng bo cho mt thng hiu ni a. Tuy nhin, sc thuyt phc t thng ip ny ang gim dn, ngi tiu dng ang trng ch mt G7 mi m, mang tnh quc t hn v chinh phc ngi tiu dng bng nhng li th mnh m, r rng trn nhiu phng din, ch khng ch c nhn mnh yu t cm tnh nh tnh yu nc hay lng t ho dn tc. Trn ht, ngi tiu dng ang mong ch mt Trung Nguyn tm vc mi th hin qua nhng hnh ng v kt qu c th

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2.5. Thnh cng v tht bi ca knh phn phi Trung Nguyn

2.5.1. Thnh cng
Nhng thnh cng ca knh phn phi Trung Nguyn:

Va thm nhp th trng hn 3 nm nh G7 (chnh thc tham gia th trng ngy 23.11.2003), nhng u G7 lm c c th gi l thnh cng v chin lc sn phm, chin lc phn phi rng khp. Knh phn phi Trung Nguyn t hiu qu ch trong mt thi gian ngn mt phn khng th khng nhc n trong chin lc ca Trung Nguyn trong vic xy dng thng hiu G7 l PR. Th nht, trong thnh cng ca thng hiu Trung Nguyn, cng tc quan h cng chng (PR - Public Relations) ng vai tr quyt nh. C th ni, chnh PR to nn cn st Trung Nguyn. Trong vic xy dng mt thng hiu mi, s ng h ca cc phng tin thng tin i chng c ngha cc k to ln.PR tr thnh cu ni trc tip n lng tin ca ngi tiu dng. V khng c g ng ngc nhin khi ch trong mt thi gian ngn, Trung Nguyn chim c cm tnh ca ngi tiu dng. iu g thu ht s quan tm ca gii bo ch n Trung Nguyn? T mu bazan ca vng t cao nguyn n m iu du dng ca slogan khi ngun sng to, t kinh nghim qun l ca Ban Gim c Trung Nguyn n b mt ca k thut rang xay cafe... Song nguyn nhn trc tip v r rng nht dn n s quan tm ca bo ch chnh l tnh hin tng ca Trung Nguyn. Th hai, tnh hin tng Trung Nguyn. Ung cafe c th coi l mt nt vn ho mang m bn sc ca ngi Nam B. Cc qun cafe 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...

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V chnh l c hi ca Trung Nguyn: Trung Nguyn l thng hiu Vit Nam u tin c xy dng v qun l mt cch bi bn trn th trng cafe Vit Nam. Th ba, phng thc kinh doanh nhng quyn. Trung Nguyn l thng hiu Vit Nam u tin thc hin chin lc nhng quyn thng hiu ti Vit Nam v vn ra th gii. Chnh hai ch u tin to nn cn st cc bi vit v Trung Nguyn. Th t, G7 tung ra trong giai on ny vi nhiu chin dch rm r to mt n kh bt ng i vi Nescafe. Th 5, tn dng s thnh cng ca thng hiu c ph phin Trung nguyn, mt thng hiu thnh cng ko theo mt thng hiu mi. Th 6, h thng knh phn phi snh c trn mi min t nc, v th trong mt thi gian ngn G7 c mt hu ht cc ca hng tp ha. Th 7, nh vo lng t ho dn tc, tinh thn dn tc thu hiu vn ha 2.5.2. Tht bi
Nhng tht bi ca knh phn phi Trung Nguyn:

Th nht, gi y, mi quan tm ca bo ch i vi Trung Nguyn ang ngy mt nht i, n gin bi hai ch Trung Nguyn tr nn quen thuc. Khi s quen thuc xut hin, cng l lc tnh hin tng khng cn. Trong 6 thng cui nm 2003, c trn 30 tin, bi v Trung Nguyn trn cc bo, th trong nm 2004, con s ny gim i gn mt na. Th hai, Trung Nguyn ang tr nn khng ng nht v nhiu mt. C th thy r s khc nhau v gi c, cht lng cafe v c cung cch phc v ti cc qun Trung Nguyn. Mc u t cho bi tr khng gian cng c s chnh lch rt ln. C hai l do chnh gii thch s chnh lch trn:

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- Trung Nguyn ang s dng chin lc khc bit ho v gi, ngha l khch no gi y. Mc tiu ca chin lc ny l ti a ho li nhun. Song iu ny khng ph hp lm trong franchising. Chin dch franchising t dn n cht lng nm ngoi tm kim sot. Trung Nguyn khng th kim sot c ht cc i tc thu thng hiu. V iu tt yu l cc qun Trung Nguyn ny mnh ai ny lm.V li ch ring, ch cc qun c ph nhng quyn ca Trung Nguyn t thay i gi c, hnh thc v cnh tranh vi chnh cc qun c nhng quyn khc. S chnh lch trn gy tc hi rt ln cho qu trnh nh v hnh nh Trung Nguyn trong tm tr khch hng. Th 3, Trung Nguyn b tt li ng sau nhng thnh cng vn c ca h. Do s dng m hnh nhng quyn khng ton din (tc l bn nhng quyn l ch th s hu thng hiu/san phm/dich vu thng khng n lc kim soat cht che hoat ng cua bn nhn quyn va thu nhp cua bn nhng quyn chu yu t vic ban san phm hay dich vu, v bn nhng quyn thng c nh m rng nhanh chng h thng phn phi nhm gia tng bao ph th trng, doanh thu & i trc i th), do h thng franchise ca Trung Nguyn b vt qu tm kim sot, khng m bo s ng nht v to phong cch ring tng t c li th thng hiu i u. Th 4, ti cc siu th, sn phm c ph Trung Nguyn nm nhng gc khut, kh nhn thy. Th 5, nhiu ca hng G7-mart c hnh thc c k, hng ha sp xp khng p mt, lm mt i hnh nh sng to ca Trung nguyn.

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CHNG 3 MT S KIN NGH HON THIN CHIN LC PHN PHI CA TRUNG NGUYN
Chin lc pht trin ca cng ty, ng ng L Nguyn V ni: Trung Nguyn mi i qua 2 trong 5 bc thang chin lc. Hai bc u l gy dng cng ty, hon thin h thng phn phi, a vn ha v s ng nht vo sn phm. Bc cui cng l i n ton cu. Hai bc thang gia l b mt kinh doanh nn cha tit l. Nh vy, mc tiu di hn ca Trung Nguyn l vn ra th trng ton cu, khng nh thng hiu c ph Vit Nam. Song, chin lc phn phi ca Trung Nguyn trn th trng ni a, thi gian qua t c nhiu bc ph, nhng vn cn nhng ht sn trong h thng knh. Vi phn phn tch chng 2, nhm sut mt s kin ngh nh sau:

3.1. V pha Trung Nguyn

Th nht, hon thin phng thc qun l trong h thng nhng quyn Chnh sch g cc nh phn phi cng lin kt vi Trung Nguyn m rng h thng phn phi mt cch tt hn? Cn i tht thng minh gi hai yu t. Mt l nhng gi tr, quyn li vt cht trc mt. Hai l nhng gi tr mang tnh tinh thn, tnh cng ng v c tm xa. Nu ch quan tm n yu t th nht m b qua yu t th hai, Trung Nguyn ch thng c trong ngn hn. C bn vn Trung Nguyn nn lm chim c hay chim li th phn trong nc, khi ngy cng nhiu i th cnh tranh: + Trung Nguyn cam kt vi ngi tiu dng cht lng sn phm lun ng hng u.

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+Hng ha ca Trung Nguyn phi n gn tay ngi tiu dng nht v mt vt l, gi c cho n hnh nh. Hai ci cng ty c gng lm tt nht. + Trung Nguyn phi n lc lm sao ngi tiu dng trong nc thy c hoi bo ca Trung Nguyn v chia s c vi Trung Nguyn. V d cc tp on a quc gia v c ph c xm nhp t vo Vit Nam, Trung Nguyn vn gi c th phn v nim tin ni ngi Vit. Ct li ca tinh thn c ph l p ng s kt ni si dy lin kt chung c ph, s sng to, thnh vng trong ha bnh, ng thi l biu tng ca nh hng nhu cu pht trin bn vng, ly kinh t xanh lm nn tng s trng tn ca con ngi v Tri t. + M rng th trng bng vic thnh lp thm cc qun c ph nhng quyn khng c ngha c l l hnh nh thng hiu ca mnh, Trung Nguyn cn sit cht hn cc quy nh i vi h thng nhng quyn ca mnh, cc qun c ph nhng quyn phi cam kt lm theo nhng quy nh y, nhm to c s ng nht v hnh thc qun, cung cch phc v, pha ch, gi c khin cc khch hng d n bt c qun no ca Trung Nguyn u cm nhn c s ging nhau y, u cm nhn c phong cch Trung Nguyn. Bn cnh , Trung Nguyn nn i su vo ci tin cht lng h thng phn phi G7Mart theo hng dch chuyn t chiu rng sang chiu su, ch trng u t v ngnh, v pht trin h thng nhng quyn trong nc v quc t. Th hai, chuyn mn ha vai tr ca tng thnh vin trong knh phn phi v nu c cc xung t nu c th phi iu gii mt cch hu hiu. Trung nguyn cn c mt chin lc mi tip cn th trng, l thc hin qun tr knh phn phi, y l mt xch quan trng nht c th mang li li ch cho tt c i tc tham gia trong knh. V vic thay i cc knh phn phi l vic lm kh khn nht so vi thay i cc yu t

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khc trong chin lc tip th ca mt doanh nghip ni chung cng nh l Trung Nguyn ni ring. Th ba, Trung Nguyn cn nhng ngun lc mi, tinh thn mi; cn nhng nhn t mi, con ngi mi l cc i tc phn phi vng mnh, cc nhn vin bn hng gii, cc c nhn xut sc chng ta cng hp lc hng n s thnh cng chung, cng nim t ho chung Th t, cn xc lp mt cng l thng hiu mi cho cc nc trng c ph trn th gii nh Vit Nam, v din trnh cch mng ca cy c ph s l ngun cm hng, l ng lc, l nim tin cc nc th gii th hai, th gii th ba vn ln khi i ngho, lc hu, trnh b b li trong qu trnh th gii ton cu ha. Th nm, hnh thnh c ch mang li s hi ha li ch cho mi i tng c lin quan: nng dn trng c ph, doanh nghip ch bin v kinh doanh, ngnh c ph Vit Nam v th gii, cc ngnh du lch, thng mi, ti chnh,.. cho n nhng ngi th hng c ph cui cng s mang li nhng gii php sng to pht trin nhn loi Th su, cn lu n vn qun tr knh phn phi: Vic thay i cc knh phn phi l vic lm kh khn nht so vi thay i cc yu t khc trong chin lc tip th ca doanh nghip. V vy, cc doanh nghip cn c mt chin lc mi tip cn th trng, l thc hin qun tr knh phn phi, y l mt xch quan trng nht c th mang li li ch cho tt c i tc tham gia trong knh. Rt kh to ra nhng thay i mnh m trong h thng knh phn phi. Mc d s pht trin ca cng ngh c th gip tip cn khch hng d dng hn, thc hin cc giao dch nhanh chng hn v qui trnh kinh doanh gn kt hn, th vn cha c mt thit k hiu qu cho cc knh phn phi. V d, khi pht hin ra rng h thng knh phn phi khng c kh nng y mnh tiu th sn phm ra th trng, ngun nhn lc bn hng

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yu. Lc , cng vi vic duy tr v tng cng nhu cu ca khch hng i vi cc sn phm khc, qun l vin cn a ra tng xy dng chng trnh khuyn khch, lp k hoch xc tin v qung b sn phm. Qun tr knh phn phi c th hin qua : Tng cng gi tr li ch cho khch hng To ra knh c tnh gn kt v c kh nng ng dng. Qun tr knh khng phi l hot ng phc li x hi. Cc i tc u c khuyn khch tham gia. Qun tr knh i hi vic thit lp v qun l hiu qu cc mi quan h cc thnh vin u c hng li v khng c thnh vin no b o thi ra khi h thng To ra cc thay i ca knh phn phi. y l mt thch thc ln song cng l c hi. Thay i s to ra li ch trong di hn, ch khng th ngay lp tc mang li li ch cho doanh nghip. Nh qun tr knh cn thng xuyn hng dn v nh hng thit k knh phn phi, thc hin qun l knh nhm p ng nhu cu ca khch hng v to ra li nhun cho cc i tc Th by, cn thng tho vi cc siu th sn phm Trung Nguyn c th c ch ng d nhn thy, d tm hn i vi khch hng i siu th. Th tm, pht trin cc ca hng bn l theo phong cch chuyn nghip hn (c thm cc dch v giao hng tn ni, gim gi khi khch hng mua s lung nhiu) v hnh thc qun cng cn chnh trang theo phong cch Trung Nguyn, ngay t xa khch hng c th nhn ra l ca hng ca Trung Nguyn. Th chn, ti xc lp hnh nh thng hiu mang m bn sc v lng t ho dn tc. Th mi, pht trin nhanh chng mng li phn phi da trn nn tng h thng nh phn phi, i l v cc ca hng sn c trn th trng; xy

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dng h thng qun l v hu cn vng mnh vn hnh h thng; sp xp cc ngnh hng nhm pht huy nng lc hot ng ca tng nh phn phi; hp sc vi nh sn xut kh nng giao hng v lu kho. Th mi mt, song song vi s pht trin v s lng h thng phn phi ca hng bn l G7Mart, Trung Nguyn nn ch trng pht trin ngun nhn lc cht lng, h thng IT m bo cht lng dch v ca chui ca hng tin li G7Mart.

3.2.V pha Nh nc
Th nht, lnh o ng v Chnh ph cn a ra ch trng pht trin v hin thc ha cc tng d n, vi chnh sch ring cho nn kinh t vng sinh thi k Lk. tm c v quy m ca li ch quc gia, d n tng th cn c s qun l v iu hnh trc tip t Chnh ph c th em li nhng li ch ti a v vng bn. Th hai, to c ch v chnh sch h tr cc ngun lc, nhm thc y khi ng u t - hp tc trin khai trn phm vi hnh mu d n ngay t giai on ng gi tng v chun b nghin cu kh thi. Th ba, a ra quyt sch vi ch chnh tr v s pht trin kinh t vng, vi t cch b phn quan trng ca quc gia, khng nh trng tm pht trin kinh t xanh k Lk, nht qun nh hng pht trin, v tin ti giai on Quy hoch tng th vng, t ra tm nhn kinh t bn vng, tp hp cc gi tr ct li cng nh chin lc tp hp, khai thc ngun lc trong nc quc t cho quy hoch ny Th t, tng kh nng cnh tranh cho cc nh bn l trong h thng knh phn phi. Hin mt s tp on bn l hng u th gii vi tim lc v ti chnh v phng php qun l hin i, n Vit Nam. Trc sc p m ca, cc doanh nghip trong nc cng lin kt nhau li nhm nng cao th v lc. i tin phong trong chin lc ny l

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bn nh phn phi hng u Vit Nam: Tng cng ty thng mi Si Gn, Tng cng ty thng mi H Ni, Lin hip HTX thng mi TP. H Ch Minh v Cng ty TNHH Ph Thi gp vn thnh lp Cng ty c phn u t v pht trin h thng phn phi (VDA) vi mc tiu tr thnh tp on hng u ca Vit Nam trong lnh vc phn phi v logistics. Lc ny, mi lo mt th phn phn phi hng ho ni a khng phi l iu kh hiu. Tuy nhin, cc doanh nghip nc ngoi cng cn phi c mt vi nm hon thin h tng, nghin cu th trng, tm hiu i th trc khi c th thc s chng t u th. Trong thi im ny, gii php hng u l Nh nc cn: - T chc v tng cng qun l i vi h thng bn l, nht l cc doanh nghip sn xut, kinh doanh ln v phn phi ln. Cn pht huy vai tr ch lc ca DNNN, sm hnh thnh mng li phn phi hp l, thng sut trn phm vi c nc, tng bc chim lnh a bn trng yu. - Cn xy dng c ch, chnh sch cc doanh nghip quc doanh v dn doanh cng tham gia cnh tranh cung ng hng ha n ngi tiu dng vi mc gi hp l nht. - Nh nc cng cn to c ch cc doanh nghip bn l trong nc c t ai, c vn m rng chui bn l theo quy hoch. - Nh nc thay v tm bin php t chc li h thng phn phi bn l th phi c nhng quyt sch u i v u t xy dng c s h tng, u tin v tp hp cc ngun lc ang b phn tn nh l thnh mt h thng nht qun, c chiu su v tm i thoi vi cc h thng bn l nc ngoi. iu ct li l phi thit lp mt s t ch trong kinh t, s ch ng thay i n u nhng xu th pht trin tt yu ca m ca v hi nhp. i vi cc doanh nghip bn l, ng vng trong thi gian ti th vic hp tc, lin kt vi nhau v vi c i th l ht sc quan trng.

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- Mi lin kt gia Nh sn xut - nh phn phi, v gia cc nh phn phi vi nhau cng cn c quan tm ng mc m bo ch ng ngun hng v hn ch s tn mn, t pht, thiu n nh. S ch ng thay i trong t duy kinh doanh v phng thc hp tc thay i v th, to ra th ch ng, cng hp tc xy dng mt knh phn phi c lp, t ch trong vic lu thng v pht trin h thng phn phi quc gia.

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KT LUN

Thua ngay trn sn nh- l mt mi lo ngi ln t ra vi ngnh phn phi hng ha nc ta trc ngng ca WTO. Ngay c cc thng hiu Vit Nam cng ang rt kh khn trong vic tm cho mnh mt h thng phn phi hiu qu, khi iu kin ti chnh, nhn lc v k ngh kinh doanh cn nhiu hn ch. Cng vi qu trnh ton cu ha, cc thng hiu ca nhng quc gia ngho dn dn b trit tiu do mt quyn t chc phn phi, khi cc h thng phn phi c nguy c ri vo tay nhng tp on ln. Trung Nguyn, nhm tht s ngc nhin v ngng m v h khng ch xem c ph l c ph kinh doanh thun ty m cn mun thng qua c ph em li nhng gi tr v chiu su vn ha, ginh li gi tr ch thc ca c ph v s cng bng cho thng hiu quc gia. Thch thc nh th, ho bo v tim lc nh th, Trung Nguyn cng nh bao tp on kinh doanh khc, lun phi n lc hon thin chin lc phn phi ca cng ty. Vi ring Trung Nguyn, knh phn phi ni a cn phi tuyt vi hn na, G7Mart vn cn nhng yu km v l hng cn phi c lp y. C nh th, hin tng Trung Nguyn mi l mi mi, th trng ngoi khng cn l c m v Th ph c ph ton cu Bun Ma Thut mi tr thnh hin thc.

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TI LIU THAM KHO

1. www.trungnguyen.vn 2. Bo u t, ngy 19/10/2005 3. Vietnambranding - Theo Thi bo kinh t Si Gn 4. Vietnamnet, ngy 25/06/2005 5. Marketing Vit Nam, Cuc chin khng kt thc ca cc thng hiu c ph ha tan 6. Bo Tin Phong, ngy 15/10/2008 7. Bo Doanh Nhn Si Gn 8. www.agro.gov.vn