Chin Lc Marketing Ca Cafe Trung Nguyn

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I.

Khi nim V Chin Lc Marketing V cc cch tip cn.

- Chin lc marketing l cch thc doanh nghip s lm t c mc tiu mc tiu marketing ca mnh.

1/Khi Nim:

2/Cch tip cn: 2 cch - Theo cch tip cn sn phm- th trng. - Theo cch tip cn v phi hp cc bin s marketing (marketing- mix).

II/Gii Thiu S Lc V Cafe Trung Nguyn

1/ Gii Thiu s lc v Trung Nguyn: -Ra i vo gia nm 1996 -Trung Nguyn 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, Trung Nguyn tri dy thnh mt tp on hng mnh.

II/Gii Thiu S Lc V Cafe Trung Nguyn

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.

II/Gii Thiu S Lc V Cafe Trung Nguyn

1. Khi ngun sng to 2. Pht trin v bo v thng hiu 3. Ly ngi tiu dng lm tm 4. Gy dng thnh cng cng i tc 5. Pht trin ngun nhn lc mnh 6. Ly hiu qu lm nn tng 7. Gp phn xy dng cng n

Gi tr ct li:

II/Gii Thiu S Lc V Cafe Trung Nguyn

nh hng pht trin. - Tp trung pht trin t 6 cng ty thnh vin ln 10 cng ty thnh vin trong thi gian n. - Mc tiu pht trin mt mng li knh phn phi ni a thng sut, bao gm khong 100 nh phn phi ni a hng u trn 64 tnh thnh t nay n 2010 - Cng ty ang ro rit chun b l trnh ln sn giao dch chng khon ti Vit Nam v Singapore. - Xy dng mt thin ng c ph ti Bun M Thut.

III/CcChinLcMarketingCaCaf TrungNguyn
1/ Theo cch tip cn sn phm - th trng: tip cn sn phm - th trng

Chin lc

Thm nhp

M rng

Pht trin

a dng ho

III/ Cc Chin Lc Marketing Ca Caf Trung Nguyn

a) Chin lc thm nhp th trng: Th trng trong nc:

- Thm nhp th trng bng phong cch ring ca Trung Nguyn. - Duy tr s pht trin bng tam gic chin lc.

III/ Cc Chin Lc Marketing Ca Caf Trung Nguyn

b) Chin lc m rng th trng:
- M rng th trng ra nc ngoi bng chin lc nhng quyn u tin ti Singapore. -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

III/ Cc Chin Lc Marketing Ca Caf Trung Nguyn

c) Chin Lc Pht Trin Sn Phm:

u t pht trin theo chiu su. Sng to 1 Sng to 2

Sng to 5

Sng to
Sng t o 3 Sng to 4

III/ Cc Chin Lc Marketing Ca Caf Trung Nguyn

d) Chin Lc a Dng Ha:
- 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. - C ph chn - C ph G7

III/ Cc Chin Lc Marketing Ca Cafe Trung Nguyn

2/Theo Cch Tip Cn V Phi Hp Cc Bin S Marketing (marketing-mix):
Chin Lc

Truyn Thng C ng

Chin Lc Chin Lc Chin Lc

Phn Phi

nh Gi Sn Phm

III/CcChinLcMarketingCaCaf TrungNguyn
2/Theo Cch Tip Cn V Phi Hp Cc Bin S Marketing (marmix) Chin Lc Sn Phm: a) - Chnh thc tung sn phm G7 ra cnh trang vi cc i gia c ph ho tan nc ngoi ti Vit Nam.

III/ Cc Chin Lc Marketing Ca Cafe Trung Nguyn

b/Chin lc nh gi : -Trung Nguyn s dng chin lc nh gi cao hn i th cnh tranh trong mt s th trng nh Nht Bn -i vi th trng trong nc trung nguyn nh gi sn phm rt a dng ph hp vi nhiu i tng thng thc c ph.

II/ Cc Chin Lc Marketing Ca Caf Trung Nguyn

c) Chin Lc Phn Phi:

- H thng phn phi hng hu, v ln mnh vi h thng siu th mini G7 mart c u t rng khp,chui ca hng nhng quyn thng hiu trong v ngoi nc.

II/ Cc Chin Lc Marketing Ca Caf Trung Nguyn

d) Chin Lc Truyn Thng C ng: -Quan h khch hng PR. -Xy dng a im thng thc c ph mang phong cch Vit ,t chc cc chng trnh hot ng nhm qung vn ha ca Trung Nguyn ti cng chng:

Thin ng C Ph

Cm n Cc Bn Lng Nghe

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