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PHN I C S L LUN
1.1

Sn phm v cc cp ca sn phm
Theo quan nim ca Marketing, sn phm l tt c nhng ci, nhng yu t

1.1.1 Sn phm l g? c th tho mn nhu cu hay c mun c a ra cho bn trn th trng vi mc ch thu ht s ch mua sm, s dng hay tiu dng. Sn phm bao hm c nhng vt th hu hnh v v hnh (cc dch v), bao hm c nhng yu t vt cht v phi vt cht. Ngay c nhng hng ho hu hnh th cng bao hm c cc yu t v hnh. V d nh khi khch hng mua mt chic qun b hiu Levis, l mt vt che thn ng thi em li s thoi mi, t tin, thi trang Mt sn phm thnh cng khi n gii quyt c mt vn cho khch hng, hay tho mn cc nhu cu ca h. 1.1.2 Cc cp sn phm Theo quan im ca Marketing sn phm c c cc yu t v hnh v hu hnh v n c chia lm 3 cp : a)Cp c bn - Sn phm ct li Cp ny s tr li cu hi: V thc cht sn phm ny s mang li li ch g cho khch hng? Cng mt sn phm c th mang li li ch c bn khc nhau cho cc khch hng khc nhau. Mun xc nh c cc li ch c bn no cn cho khch hng no, cng ty phi nghin cu th trng xc nh. i khi bn thn khch hng cng khng bit c mt sn phm mang li li ch c bn g cho mnh. V d khch hng c th khng bit c dng mt loi m phm lm trng da, bo v da khi bt nng, dng kem nh rng rng trng v chc kho Nhng li ch ny u do qung co mang n cho khch hng. b) Cp hai - Sn phm hin thc l nhng yu t phn nh s c mt trn thc t ca sn phm nh: Cc ch tiu phn nh cht lng, cc c tnh, b cc bn ngoi, nhn hiu, tn nhn
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hiu, bao b. Thng qua cc yu t ny cng ty c th gip khch hng phn bit c sn phm ca mnh vi sn phm cnh tranh. Khch hng cng cn c vo cc yu t ca cp ny la chn trong cc sn phm cng loi (cc sn phm cng mang li mt li ch c bn) c) Cp ba - Sn phm b sung (sn phm hon thin) Cp ny bao gm cc yu t dch v khch hng v cao hn na l chm sc khch hng nhm gip cho khch hng thun tin hn, hi lng hn. l cc dch v nh: Sa cha, bo hnh, hnh thc thanh ton, giao hng ti nh, lp t, hun luynCng nh thi thn thin, ci m, nhit tnh Cp ny chnh l v kh cnh tranh ca cng ty. Qua khch hng c th nh gi, nhn thc v mt hng, nhn hiu c th. H1 Cc cp ca sn phm

1.1.3 Phn loi sn phm a) Phn theo thi hn s dng v hnh thi tn ti

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Sn phm lu bn: l nhng vt phm thng c s dng nhiu ln. V d: t lnh, my git, t Sn phm s dng ngn hn: l nhng vt phm c s dng mt ln hoc mt vi ln. V d: x phng, bo ch Dch v: l nhng i tng c bn di dng hot ng, li ch hay s thon mn. Con ngi khng th cm nhn dch v qua cc gic quan thng thng nh nghe, nhn, nm, ngi, tip xc.

b) Phn loi hng tiu dng theo thi quen mua hng

Sn phm s dng thng ngy: l sn phm m ngi tiu dng mua cho vic s dng thng xuyn trong sinh hot. Sn phm ny phc v cc nhu cu thit yu ngi tiu dng thng khng n o khi mua hoc mt rt t cng sc so snh

Sn phm mua ngu hng: nhng hng ho c mua khng c k hoch trc v khch hng cng khng ch tm mua. Nhng sn phm ny khi gp cng vi kh nng thuyt phc ca ngi bn khch hng mi ny ra nh mua.

Sn phm mua khn cp: hng ha c mua khi xut hin nhu cu cp bch v l do bt thng. Sn phm mua c la chn: nhng sn phm ny vic mua din ra lu hn, ng thi khi mua khch hng thng la chn, so snh, cn nhc v cng dng, kiu dng, cht lng, gi c ca chng.

Sn phm cho cc nhu cu c th: l nhng sn phm c nhng tnh cht c bit hay sn phm c bit m khi mua ngi ta sn sng b thm sc lc, thi gian tm kim, la chn.

Sn phm cho cc nhu cu th ng: l nhng sn phm m ngi tiu dng khng hay bit v thng cng khng ngh n mua chng. V d: bo him

c) Phn loi hng t liu sn xut

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T liu sn xut l nhng hng ho c mua bi cc doanh nghip hay cc t chc Vt t chi tit: l nhng hng ho c s dng thng xuyn v ton b vo cu thnh hng ho c sn xut bi nh sn xut Ti sn c nh: nhng hng ho tham gia ton b, nhiu ln vo qu trnh sn xut v gi tr ca chng c dch chuyn dn vo gi tr hng ho do doanh nghip s dng chng to ra.

Vt t ph v dch v: hng ho dng h tr qu trnh kinh doanh hay hot ng t chc, doanh nghip

1.2

Cc quyt nh v nhn hiu

Nhn hiu l tn gi, thut ng, biu tng, hnh v hay s phi hp gia

1.2.1 Khi nim nhn hiu chng c dng xc nhn hng ho hay dch v ca mt ngi bn hay mt nhm ngi bn v phn bit chng vi hng ho v dch v ca cc i th cnh tranh. 1.2.2 Cc b phn c bn ca nhn hiu Tn nhn hiu: l b phn ca nhn hiu m ta c th c c Du hiu ca nhn hiu: bao gm biu tng, hnh v, mu sc hay kiu ch c th l mt b phn ca nhn hiu m ta c th nhn bit c nhng khng th c c. Du hiu hng ho: l ton b nhn hiu hay mt b phn ca n c ng k ti c quan qun l nhn hiu v do c bo v quyn php l. Quyn tc gi: l quyn c chim tuyt i v sao chp, xut bn v bn ni dung v hnh thc ca mt tc phm vn hc, m nhc, ngh thut.

Nhm SVTH: nhm 12 GVHD: V Th Tu

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Ngy nay hu nh sn phm no cng c tn hiu, kh c th tm thy mt sn phm no khng c tn hiu. T cc sn phm cng nghip ng gi ti cc sn phm nng nghip cng in tn ngi trng ln sn phm ca mnh. 1.2.3 Ti sao phi t tn nhn hiu? Quan im ca ngi mua: Tn hiu gip ngi ta bit t nhiu v cht lng. Nu hng tiu dng khng nhn hiu th phi s, ngi kh mt thi gian. Quan im ca ngi bn: Tn hiu s gip cng ty d thc hin n t hng Tn hiu gip qung co, thu ht c khch hng Tn hiu to iu kin chng cnh tranh, c php lut bo v Tn hiu lm tng uy tn ca cng ty Quan im ca x hi: t tn hiu a ti cht lng sn phm cao hn C nhiu mt hng, d la chn. 1.2.4 Quyt nh v ngi ng tn hiu Sn phm c th c tung ra vi tn hiu ngi sn xut. hay tn hiu ca ngi phn phi (trung gian). Thm ch ngi ta c th mn tn hiu. Khi khch hng lng l gia hai sn phm tng t th hu nh s chn sn phm c tn hiu quen thuc. 1.2.5 Quyt nh v cht lng tn hiu Cht lng l mt trong nhng cng c nh v ch yu ca nh lm marketing, cht lng th hin: tnh bn, tnh tin cy, tnh an ton, d s dng, d sa cha. C 4 mc cht lng: thp, trung bnh, cao v ho hng. Mc li tng theo mc cht lng ca sn phm. Cng ty nn nhm vo cht lng cao. Cht lng ho hng ch lm mc li tng nh cht t m chi ph li ln.
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1.2.6 Quyt nh tn hiu ring hay tn cng ty Chng ta c th la chn mt trong hai hng, tn hiu ring hoc tn hiu c km theo tn cng ty.Tn hiu ring khng nh hng n uy tn ca cng ty. Cn tn hiu c km tn cng ty: c nhiu thun li khi cng ty ni ting, c uy tn. Tuy nhin nu sn phm cht lng yu nh hng n uy tn cng ty. 1.2.7 Quyt nh m rng tn hiu Cc cng ty c th s dng mt tn hiu thnh cng tung ra nhng sn phm mi hay sn phm ci tin.V d: Hng Honda dng tn ca mnh tung ra mt hng my xn c. Trong khi hng Gillette s dng tn Gillette tung ra cc mt hng v sinh nam gii. 1.2.8 Quyt nh a hiu y l quyt nh trin khai nhiu nhn hiu trong cng mt loi sn phm. Cng ty tng nhanh c doanh s, li nhun, chim c nhiu ch trn k by hng.

H2 - cc quyt nh v tn hiu sn phm

1.3

Quyt nh v bao b sn phm v dch v

1.3.1 Quyt nh v bao b sn phm

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Bao b ng vai tr quan trng. Bao b thu ht khch hng, m t c ch dng ca sn phm, to nim tin v n tng tt p v sn phm. Ngi tiu dng sn sng mua s tin li, kiu dng p, mc ng tin cy v uy tn ca mt bao b tt. Bao b gip cho khch hng nhn ngay ra cng ty hoc sn phm no . Ai i mua phim nh cng nhn ra ngay bao b mu vng quen thuc ca hng Kodak, mu xanh ca hng FUJI. Vic to bao b l nhng hot ng nhm v kiu v sn phm cha hay bao gi cho mt sn phm. Lp u tin tip xc trc tip vi hng ho sn phm Lp th hai l lp bo v lp u v s b i khi sp dng sn phm . Lp th ba l lp bao b vn chuyn cn thit cho lu kho, vn chuyn. Ngoi ra cn c nhn hiu v cc thng tin m t hng h trn bao gi Vic trin khai mt bao b hu hiu cho mt sn phm mi i hi nhiu quyt nh. Nhim v ca bao b l bo v, gii thiu sn phm. Kch c, hnh dng, cht liu, mu sc, ch ngha v du hiu trn bao b. Nhng yu t ny phi hi ho lm ni bt gi tr b sung ca sn phm cho khch hng thy v h tr cho vic nh v sn phm v chin lc marketing. Bao b phi nht qun i vi vic qung co, nh gi, phn phi v cc chin lc marketing khc. Quyt nh v nhn hiu trn bao b: Nhn hiu trn bao b c th m t vi iu v sn phm. Ai sn xut? Sn xut u? Khi no? Cha ci g? S dng nh th no? S dng sao cho an ton? Nhn hiu c th li thi theo thi gian nn cn lm mi. 1.3.2 Quyt nh v dch v khch hng Mt yu t cu thnh sn phm hon chnh l dch v khch hng. Tu vo tng loi hng m tm quan trng ca dch v khch hng s khc nhau. Mt s sn phm khng h c dch v i km (v d nh x phng, kem nh rng), c
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nhng mt hng km theo dch v thu ht khch hng nh: Xe my, t lnh. Cc dch v c th l: hng dn s dng, bo tr, giao hng theo khch hng, bn tr gp. Dch v khch hng phi lm tht tt, cht lng cao chng s l nhng cng c cnh tranh c hiu qu trn thng trng.

1.4 Quyt nh v chng loi v danh mc sn phm

1.4.1 Quyt nh v chng loi sn phm Khi nim: Chng loi hng ho l mt nhm sn phm c lin quan cht ch vi nhau do ging nhau v cc chc nng hay do bn chung cho cng mt nhm khch hng, hay thng qua cng nhng kiu t chc thng mi, hay trong khun kh cng mt dy gi. Quyt nh b rng ca chng loi sn phm: b rng ca chng loi sn phm l s phn gii v s lng cc mt hng thnh phn theo mt tiu thc nht nh, v d nh theo kch c, theo cng sut Mi doanh nghip c cch thc la chn b rng chng loi sn phm khc nhau. nhng la chn ny tu thuc vo mc ch m doanh nghip theo ui. Cc doanh nghip thin v mc tiu cung cp mt chng loi y hay phn u chim lnh phn ln th trng hay m rng th trng thng c chng loi hng ho rng. Ngc li c nhng doanh nghip quan tm trc ht n sinh li cao ca hng ho. m rng v duy tr b rng ca chng loi sn phm doanh nghip c hai hng la chn: Mt l, pht trin chng loi Hai l, b sung mt hng cho chng loi sn phm 1.4.2 Quyt nh v danh mc sn phm

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Danh mc sn phm l tp hp tt c cc chng loi hng ho v cc n v hng ho do mt ngi bn c th em cho bn cho ngi mua. Danh mc hng ho c phn nh qua b rng, mc phong ph, b su v mc hi ho ca n B rng ca danh mc sn phm l tng th s cc chng loi hng ho do cng ty sn xut.

1.5 Chin lc sn phm mi

1.5.1 Th no l mt sn phm mi? Theo quan nim Marketing, sn phm mi c th l nhng sn phm mi v nguyn tc, sn phm mi ci tin t cc sn phm mi hin c hoc nhng nhn hiu mi do kt qu nghin cu, thit k, th nghim ca cng ty. Thit k, sn xut sn phm mi l mt vic lm cn thit nhng c th l mo him i vi doanh nghip bi chng c th tht bi do nhng nguyn nhn khc nhau. hn ch ri ro, cc chuyn gia - nhng ngi sng to ra sn phm mi phi tun th nghim ngt cc bc trong qu trnh to ra sn phm mi v a n vo th trng. 1.5.2 Giai on thit k v Marketing sn phm mi Vic thit k sn phm mi thng tri qua 3 giai on ht sc quan trng l: hnh thnh tng, la chn tng, son tho v thm nh d n. a) Hnh thnh tng: Tm kim nhng tng v sn phm.

Thu thp thng tin t: Khch hng, qua thm d kin h, trao i vi h, th t v n khiu ni h gi n, cc thng tin h phn nh trn bo ch v phng tin thng tin i chng

T cc nh khoa hc
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Nghin cu nhng sn phm thng cng hay tht bi ca i th cnh tranh Nhn vin bn hng v nhng ngi ca cng ty thng xuyn tip xc vi khch hng

Nhng ngi c bng sng ch pht minh, cc trng i hc, cc chuyn gia cng ngh v qun l, cc nh nghin c marketing... tng v sn phm mi thng hm cha nhng t tng chin lc tng

hot ng kinh doanh v hot ng marketing ca cng ty, chng hn nh: to ra u th c bit no so vi sn phm ca i th cnh tranh, cng hin mt s hi lng hay tho mn no cho khch hng b) La chn tng Mc ch: c gng pht hin , sng lc v loi thi nhng tng khng ph hp, km hp dn chn c nhng tng tt nht. Cc tiu chun thm nh la chn tng v phng n sn phm mi: bn m t sn phm, th trng mc tiu, cc i th cnh tranh, c tnh s b quy m th trng, cc chi ph lin quan n thit k, chi ph sn xut sn phm, mc oh hp vi doanh nghip v phng din cng ngh, ti chnh c) Son tho v thm nh d n sn phm mi Sau khi c nhng tng c chn la, mi tng phi c xy dng thnh nhng d n sn phm mi. tng l nhng t tng khi qut v sn phm, cn d n l s th hin t tng khi qut thnh cc phng n sn phm mi vi cc tham s v c tnh hay cng dng hoc i tng s dng khc nhau ca chng. Sau khi c d n v sn phm, cn phi thm nh tng d n ny. Thm nh d n l t nghim quan im v thi ca nhm khch hng mc tiu i vi cc phng n sn phm c m t. d) Son tho chin lc Marketing cho sn phm mi Chin lc Marketing cho sn phm mi bao gm ba phn:
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Phn th nht: m t quy m, cu trc th trng v thi ca khch hng trn th trung mc tiu, d kin xc lp v tr sn phm, ch tiu v khi lng bn, th phn, li nhun trong nhng nm trc mt Phn thc hai: Trnh by quan im chung v phn phi sn phm v d on chi ph Marketing cho nm u Phn th ba: trnh by nhng mc tiu tng lai v cc ch tiu: tiu th, li nhun, quan im chin lc lu di v cc ch tiu: tiu th, li nhun, quan im chin lc lu di v cc yu t marketing mix. e) Thit k sn phm mi Trong giai on thit k cc d n: sn phm phi oc th hin thnh nhng sn phm hin thc, ch khng ch l nhng m t khi qut nh cc bc trn. lm oc vic ny, b phn nghin cu thit k s to ra mt hay nhiu phng n hay m hnh sn phm. Theo di v kim tra cc thng s kinh t - k thut, cc kh nng thc hin vai tr ca sn phm v tng b phn , chi tit cu thnh ra n. To ra sn phm mu, th nghim chc nng ca n trong phng th nghim, kim tra thng qua khch hng hay ngi tiu dng bit kin ca h. g) Th nghim trong iu kin th trung Nu sn phm mi qua c vic th nghim chc nng v s kim tra ca ngi tiu dng th doanh nghip s sn xut mt lot nh th nghim trong iu kin th trong. bc ny ngi ta va th nghim sn phm va th nghim cc chng trnh marketing. Bc ny thm d kh nng mua v d bo chung v mc tiu th. f) Trin khai sn xut hng lot v quyt nh tung sn phm mi ra th trng Sau khi th nghim th trng, doanh nghim c cn c r nt hn quyt nh c sn xut i tr sn phm mi hay khng. Nu vic sn xut i tr hay hng lot c thng qua hay doanh nghip phi thc s bt tay vao trin khai

Nhm SVTH: nhm 12 GVHD: V Th Tu

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phng n t chc sn xut v Marketing cho sn phm mi. Tng giai on ny cng ty phi thng qua 4 quyt nh:

Khi no th chnh thc tung ra sn phm mi vo th trng? sn phm s c tung ra u? Sn phm mi trc ht tp trung bn cho i tng khch hng no? Sn phm mi c tung ra bn nh th no?

1.6 Chu k sng ca sn phm v cc chin lc Marketing

Chu k sng ca sn phm l thut ng m t s bin i doanh s tiu th k t khi hng ho c tung ra th trng cho n khi n phi rt lui khi th trng. Chu k sng ca sn phm gm 4 giai on: Giai on tung sn phm vo th trng; giai on pht trin; giai on chn mui; giai on suy thoi H3 Chu k sng ca sn phm

S tn ti ca chu k sng sn phm l hin nhin, hy vng v s tn ti lu di vi doanh s cao i vi mt sn phm, chng loi sn phm hoc nhn hiu sn phm l chnh ng. Nhng hy vng ch t c khi doanh nghip bit c s din bin ca chu k sng, c im ca n, ng thi c nhng iu chnh chin lc Marketing ph hp.
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1.6.1 Giai on tung sn phm ra th trng y l giai on m u ca vic a sn phm ra bn chnh thc trn th trng. n i hi phi c thi gian v s chun b k lng v mi mt. Trong giai on ny li nhun m hay thp bi mc tiu th thp, cc chi ph phn phi v khuyn mi rt ln. Cc chi ph khuyn mi chim t l ln nht trong doanh s bn ra v cn c n lc khuyn mi mc cao nhm: thng tin cho ngi tiu dng tim n v sn phm mi v cha bit n, kch thch dng th sn phm, m bo phn phi n cc ca hng bn l. H4 - Cc chin lc Marketing

Khuyn mi Cao chin lc ht vng chp nhong chin lc xm nhp chp nhong Thp chin lc ht vng chm chin lc xm nhp t t

Cao Gi Thp

Chin lc ht vng chp nhong: Tung sn phm ra vi gi cao, khuyn mi cao. Thch hp cho gi thit: Phn ln th trng tim n cha bit n sn phm,nhng ngi bit n u thit tha vi sn phm v c th tr theo gi cho Chin lc ht vng chm: Tung sn phm ra vi gi cao, mc khuyn mi thp Thch hp vi th trng quy m hu hn, phn ln th trng u bit n sn phm, ngi mua sn sng tr gi cao, cnh tranh tim n khng c du hiu sp xy ra.
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Chin lc xm nhp chp nhong: tung sn phm ra th trng vi gi thp v chi ph nhiu cho khuyn mi. Thch hp cho th trng ln, cha bit n sn phm, hu ht ngi mua nhy cm vi gi, tim n kh nng cnh tranh quyt lit, chi ph sn xut 1 n v sn phm ca cng ty gim dn khi quy m sn xut tng. Chin lc xm nhp t t: Tung sn phm mi ra th trng vi mc gi thp v mc khuyn mi tho Thch hp khi: th trng ln, th trng bit r sn phm, th trung nhy cm vi gi, c s cnh tranh tim n. 1.6.2 Giai on pht trin Mc tiu thu tng nhanh. Cc i th cnh tranh xm nhp th trng. Gi c gi nguyn hoc gim i cht. Li nhun tng nhanh. Chin lc Marketing:

Nng cao cht lng sn phm, b sung thm nhng tnh cht mi cho sn phm, ci tin kiu dng.

B sung mu m mi Xm nhp cc khc th trng mi M rng phm vi phn b ca mnh Chuyn qung co mc bit n sn phm sang qung co mc a thch sn phm

Gim gi thu ht s ngi mua nhy cm gi tip sau

1.6.3 Giai on chn mui Nhp tng trng mc tiu th sn phm chng li, sn phm bc vo giai on sung mn tng i
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Chin lc Marketing: Ci bin th trng: Cng ty c th c gng m rng th trng cho nhng nhn hiu sung mn ca mnh bng cch s dng hai yu t hp thnh khi lng tiu th: Khi lng = s ngi s dng nhn hiu x mc s dng trn mt ngi Tng s ngi s dng nhn hiu bng cch:

Thay i thi ca ngi khng s dng Xm nhp khc th trng mi Ginh khch hng ca i th cnh tranh Tng mc s dng trn mt ngi

Lm khch hng s dng thng xuyn hn Tng mc s dng mi ln Nhng cng dng mi v phong ph hn Ci bin sn phm:

Ci bin cht lng nhm nng cao tnh nng ca sn phm Ci tin tnh cht Ci tin kiu dng Ci bin Marketing mix

1.6.4 Giai on suy thoi Mc tiu th gim. Mc cnh tranh ni a v nc ngoi gia tng. D tha nng lc sn xut, phi gim gi v thit hi v li nhun. Xc nh chin lc Marketing: Tng vn u t
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Duy tr mc u t n khi gii quyt xong tnh trng khng chc chn ca ngnh. Loi b nhng nhm khch hng khng c li, ng hot cng c vn u t nhng mu th trng sinh li. Thu hoch vn u t ca cng ty trang tri nhanh cc khon tin mt Gii th nhanh chng doanh nghip bng cch bn ti sn ca n mt cch c li nht Quyt nh loi b mt sn phm. Nu sn phm c phn phi rt mnh v vn cn tn nhim th chc chn cng ty c th bn n cho mt cng ty nh hn.

PHN 2. CHIN LC SN PHM CA C PH TRUNG NGUYN

2.1 Gii thiu chung v c ph Trung Nguyn
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Ra i vo gia nm 1996 - Trung Nguyn l mt nhn hiu c ph non tr ca Vit Nam nhng thnh cng nhanh chng to dng c uy tn v tr thnh thng hiu c ph quen thuc i vi ngi tiu dng c trong nc v ngoi nc ch trong vng hn 10 nm. T mt hng c ph nh b nm gia th ph c ph Bun Ma Thut, trung nguyn tri dy tr thnh mt tp on hng mnh vi 6 cng ty thnh vin: cng ty c phn 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 Vit Nam Global Gateway vi cc ngnh ngh chnh bao gm: - Sn xut, ch bin, kinh doanh tr v 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 gm 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 th trng trng im l Trung Quc v M. bn cnh Trung Nguyn xy dng c mt h thng hn 1000 ca hng hin i v trung tm phn phi G7 Mart trn ton quc. 2.1.1 lch s pht trin -16/06/1996. c ph Trung Nguyn bt u khi ngip ti Bun Ma Thut (sn xut v kinh doanh tr v c ph). -1998. Trung Nguyn xut hin thnh ph H Ch Minh vi khu hiu: mang li cm hng sng to mi vi con s 100 qun c ph Trung Nguyn 2000. Trung Nguyn nh du s pht trin bng s hin din ti H Ni v ln u tin nhng quyn thng hiu n Nht Bn.

Nhm SVTH: nhm 12 GVHD: V Th Tu

19

Trng HSPKT Hng Yn Khoa Kinh T

Lp Q1K5

Nm 2001, Trung Nguyn c mt khp ton quc v tip tc nhng quyn ti Singapore v tip theo l Campuchia v Thi Lan. Nm 2002, sn phm tr tin ra i. Nm 2003, ra i c ph G7 v xut khu G7 n cc quc gia pht trin. Nm 2004, m thm qun c ph Trung Nguyn ti Nht Bn, mng li 600 qun c ph ti Vit Nam, 121 nh phn phi , 7000 im bn hng v 59000 ca hng bn l sn phm. Nm 2005. Trung Nguyn khnh thnh nh my xay rang ti Bun Ma Thut v nh my c ph ha tan ln nht Vit Nam ti Bnh Dng vi cng sut rang xay l 10000 tn/nm v c ph ha tan 3000 tn/nm. t chng nhn EUPERGAP( thc hnh nng nghip tt v cht lng c ph ngon) ca th gii. Chnh thc khai trng khu du lch Tr Tin Phong ti Lm ng. pht trin h thng qun c ph ln ti 1000 qun v s hin din ca nhng quyn quc t bng cc qun c ph Trung Nguyn ti cc nc Nht Bn, Singapore, Thi Lan, Campuchia, Trung Quc, Vcarine, M, Ba Lan. L thng hiu c ph Vit Nam duy nht c chn phc v cc nguyn th quc gia trong hi ngh ASEM5 v APEC 2006. Nm 2006. nh hnh c cu ca mt tp on i vi vic thnh lp v a vo hot ng cng ty mi: G7 Mart, truyn thng Nam Vit, Vieetnam Glabal Gate way. S ra i ca h thng ca hng tin li G7 Mart vo ngy 05/08/2006 ti Dinh Thng Nht nh hi chung cnh bo u tin cho h thng phn phi Vit Nam trc nguy c xm nhp ca h thng phn phi nc ngoi khi Vit Nam chnh thc tr thnh thnh vin ca WTO. Xut khu sn phm hn 43 quc gia trn th gii. Nm 2007. cng b trit l c ph v khi ng d n: th ph c ph ton cu ti Bun Ma Thut. thng 12/2007 kt hp cng UBND tnh c Lc t chc
Nhm SVTH: nhm 12 GVHD: V Th Tu
20

Trng HSPKT Hng Yn Khoa Kinh T

Lp Q1K5

thnh cng tun l vn ha c ph ti hai thnh ph u cu ca t nc l H Ni v Thnh Ph H Ch Minh. S thnh cng ca tun l vn ha c ph 2007 gp phn nng cao cht lng ca ngi dn v vai tr v tm quan trng ca c ph trong tng lai. Nm 2008 khai trng hi qun sng to c ph 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. 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.

2.1.2 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.

2.1.3 Gi tr ct li
Khi ngun sng to Pht trin v bo v thng hiu Ly ngi tit dng lm tm Gy dng thnh cng cng cng tc Pht trin ngun nhn lc mnh Ly hiu qu lm nn tng

2.1.4 S lc v ngun nhn lc

Nhm SVTH: nhm 12 GVHD: V Th Tu
21

Trng HSPKT Hng Yn Khoa Kinh T

Lp Q1K5

Hin nay, tp on Trung Nguyn c khong gn 2000 nhn vin lm vic cho cng ty c phn Trung Nguyn, cng ty c phn thng mi v dch v G7 ti 3 vn phng, 2 nh my v 5 chi nhnh trn ton quc cng vi cng ty lin doanh vietnam Global Gateway hot ng ti singapore. Ngoi ra, trung nguyn cn gin tip to cng n vic lm cho hn 15000 lao ng qua h thng 1000 qun c ph nhng quyn trn c nc. i ng qun l qun l ca tp on Trung Nguyn hu ht l nhng ngi tr, c o to bi bn , cng vi nhng chuyn gia t vn c kinh nghim lm vic trong cc tp on nc ngoi. Vi chin lc tr thnh tp on kinh t bao gm 10 cng ty thnh vin hot ng trn nhiu lnh vc: trng, ch bin, xut kh, chn nui, truyn thng, bt ng sntp on trung nguyn lun cn b sung mt i ng nhn lc tr, nng ng, tm huyt v sng to, sn sng xy dng trung nguyn thnh mt tp on kinh t hng mnh. i ng nhn lc ca tp on lun c to iu kin lm vic tt nht c th hc hi, pht huy kh nng v cng hin tinh thn: cam kt- trch nhimdanh d.

2.1.5 nh hng pht trin

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, chn nui v truyn thng nm 2007. Tp on c mc tiu pht trin mt mng li 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 2012, sang lnh vc ch o ca tp on Trung Nguyn vn l mt hng cng ngh.

Nhm SVTH: nhm 12 GVHD: V Th Tu

22

Trng HSPKT Hng Yn Khoa Kinh T

Lp Q1K5

Cng ty c phn Trung Nguyn v cng ty c phn TM v DV G7( G7 Mart) ang ro rit chun b l trnh ln sn giao dch chng khon ti Vit Nam v Singapore. Ngoi ra, Trung Nguyn xy dng mt trung tm c ph th gii nh mt thin ng c ph th gii ti Bun Ma Thut, d n bt u c khi ng nm 2007. Gp phn xy dng cng ng.

2.2 Thc trng v chin lc sn phm ca c ph trung nguyn

Sn phm c ph Trung Nguyn

C ph Trung Nguyn

C ph ho tan G7

C ph Passiona

C ph 777

2.2.1 Sn phm v cc danh mc sn phm

a) C ph Trung Nguyn c 3 loi chnh:

Sn phm cao cp :

Trung nguyn coffee. c bit cho sng to Weasel (250g) Diamond collection (250g)
23

Nhm SVTH: nhm 12 GVHD: V Th Tu

Trng HSPKT Hng Yn Khoa Kinh T

Lp Q1K5

Legendee (250gr v 500 gr) clacssic blend (ion 425g)

Sn phm trung cp

Passiona( gi 250g) C ph sng to: Sng to 1: culi robusta( gi 250 g) Sng to 2: arabica robusta( gi 250g) Sng to 3: arabica s( gi 250g) Sng to 4: culi thng hng( gi 250g) Gourment blent( gi 250g - 500g) - loi tinh t cho ngi snh c ph. House blend( gi 250g - 500g) - loi m cho ngi gu mnh. C ph ch phin: Ch phin 1: culi robusra Ch phin 2: arabica v bobusta Ch phin 3: arabica s Ch phin 4: arabiva, robustam catimor, excelca Ch phin 5: culi arabica Hng rang xay co 11 loi: Culi robusta Robusta arabica Aribica s Culi thng hng Culi arabica Robusta brazil Arabica eakmat Legendee Espresso buon ma thuot special
Nhm SVTH: nhm 12 GVHD: V Th Tu
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Trng HSPKT Hng Yn Khoa Kinh T

Lp Q1K5

Robusta spercial Robusta- arabica premium

Sn phm ph thng:

Nu - sc sng( loi 1) Kht vng( loi 2)

S- chinh phc( loi 3) b) Sn phm c ph ha tan g7 c 4 loi:

G7 3 trong 1

H thng sn phm c ph 3 trong 1

G7 ha tan en c hp 15 sachet( 2g). G7 cappuccino c 3 loi hng v:

Nhm SVTH: nhm 12 GVHD: V Th Tu

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Trng HSPKT Hng Yn Khoa Kinh T

Lp Q1K5

G7 capuccino - hazelnut: hng v nng nn ca ht d v c ph ho hng vng t Bun Ma Thut. G7 capuccino - irish cream: mi ru liqueur, thong nh, v kem thm ngon cng tinh cht c ph ti. G7 capuccino - mocha: hng v socola v c ph.
G7 2 in 1 - mnh cha phi ng gu

C dy 10 sachets* 16g Hp 15 sachets*16g c) c ph hoan tan passiona_ c ph dnh cho phi p d) c ph 777 - c ph mnh suy ngh mnh Lucky- arabica, robusta( hp 250g v 500g) Hero- arabica, rabusta( 100g v 500g) Min- arabica, rabusta( 100g v 500g) Victory- arabica, rabusta( 100g v 500g). Nh danh mc sang phm ca c ph Trung Nguyn trn ta thy Trung Nguyn thc hin chin lc a dng ha sn phm. T sn phm cao cp n sn phm ph thng, c ph khng ch dnh cho phi mnh m cn dnh cho c phi p. vi nhng tc dng ngy cng nhiu m c ph mang li: tng cng tr nh, gip khe hn, p cho da v nhng thi quen thng thc c ph, v vy m sn phm ny ngy cng rt c a chung vi ngi tiu dng.

2.2.2 Logo ca c ph Trung Nguyn

Logo hay biu tng l mt yu t ha (k hiu, ch biu th, biu tng, hnh tng) kt hp vi cch thc th hin n to thnh: mt nhn hiu hay thng hiu, hnh nh i din cho mt cng ty hay mt t chc phi thng mi , hnh nh biu th mt s kin, mt cuc thi, mt phong tro hay mt c nhn no . thng thng biu trng c ch th cng nhn ngay khi n c thit k xong v mc nhin c bn quyn, t c trng hp mt biu trng tn ti mt thi
Nhm SVTH: nhm 12 GVHD: V Th Tu
26

Trng HSPKT Hng Yn Khoa Kinh T

Lp Q1K5

gian di m khng hoc cha c bn quyn. Trong hot ng qung b, biu trng khng phi l thng hiu, tuy nhin n l n tng bn ngoi d nhn ra thng hiu. Logo sn phm c ph Trung Nguyn din t phong cch hin i. khi khng gian ba chiu c khc ni trn nn ca bin hiu cng tng mu nhng khc sc xo. cu trc hnh thp th hin kht khao vn ln, t trn biu l mt nn tng vng chc cho s pht trin. Bng hiu Trung Nguyn s dng gam mu nng vi gam mu ch o l , vng, nu. Nhng mu sc y tr trung th hin tr trung, nhit huyt v mnh lit ca tui tr. Trung Nguyn chon mu nu l mu sc chnh v n l mu ca t, ca c ph, ca ci ngun dn tc. ng trn tng trng cho s hp nht v on kt. ng trn khng trn vn th hin cuc sng chn thc nh n vn c: vn cn nhng khim khuyt, nhng khong trng cn lp y. ng trn l mt nt c ngu hng y sc sng to, nh mt nt v nguch ngoc vo m mang ci hn tinh ty, m hng v c ph ph vo cuc sng. y l cch nhn mi ca tch c ph th hin s sng to l ng lc thc y mi hnh ng ca trung nguyn v h thng ca hng nhng quyn. ngha slogan(khu hiu): khi ngun sng to. th hin k vng bn tch c ph Trung Nguyn ngi tiu dng lun c nhiu tng mi l, nhng tng sng to nhm to nn thnh cng cho h, c gia nh v s hng thnh ca quc gia.

2.2.3 Bao b sn phm c ph Trung Nguyn

Nhn mc- bao b c nh hng n s thnh cng hay tht bi mt thng hiu. N l chic o bo v sn phm nhng ng thi cng l cng c tip th hiu qu. Vi cc thit k a dng c v cht liu v hnh thc th hin, ngy nay

Nhm SVTH: nhm 12 GVHD: V Th Tu

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Trng HSPKT Hng Yn Khoa Kinh T

Lp Q1K5

bao b khng cn cung cp thng tin n thun , xa hn th n cn to ng lc ngi tiu dng la chn sn phm. Thit k bao b l s kt hp gia nguyn liu cu trc, cch trnh by, hnh nh, mu sc v nhng thnh phn khc to s thu ht th gic cho mc ch truyn thng mc tiu v chin lc Marketing ca mt thng hiu hay sn phm. Nhm to s t ph v hnh nh bao b mt ln na khng nh gi tr ca thng hiu c ph Trung Nguyn lm tng gi tr cng thm ca sn phm cho khch hng v thc y vic xut khu c ph ra th trng th gii, c ph Trung Nguyn thc hin chin dch tung sn phm bao b mi. Hnh nh bao b mi mang nhn hiu Trung Nguyn l G7 s xut hin trn th trng vi h thng bao b mang dng v mi. Chin dch ci tin mu m bao b sn phm cho th trng trong nc v quc t ngy cng khng nh hn na ng cp chuyn gia c ph Trung Nguyn. y l bc u tin thay i trong chin lc thay i ton din chuyn dch t chiu rng sang chiu su ca Trung Nguyn. Vi thng ip nng lng mi khi ngun sng to. c ph Trung Nguyn xut hin trn th trng vi h thng bao b hin i v mnh m. t hnh nh, mu sc, cht liu bao b u th hin s sang trng v ng cp chuyn gia ca mnh. C ph ha tan G7 vn lun cam kt: G7 c ph ha tan th thit t Bun Ma Thut. Trong chin dch thay i mi ny ngoi hnh nh thng hiu trng hin i, cao cp hn, bao b sn phm trng bt mt v thu ht hn th cht lng sn phm cng c thay i, ci tin vi v c ph m c v ngon hn vi nhiu hng v phong ph. Trong chin dch thay i bao b, c ph ha tan G7 a ra th trng thm hai sn phm mi l G7 ha tan en v G7 Cappuccino dng stick. Hnh nh bao b mi c biu tng hnh mt tri mc trong bui bnh minh trn nn mu nu truyn thng ca c ph, ha ln vi mu t bazan vng ni i Ty Nguyn to nn s lin tng rt gn gi nhng khng km phn sng to
Nhm SVTH: nhm 12 GVHD: V Th Tu
28

Trng HSPKT Hng Yn Khoa Kinh T

Lp Q1K5

ca trung nguyn_ y cng chnh l thng ip ca c ph trung nguyn mun gi ti khch hng_ bt u mt ngy mi s khi u mi y nng ng v thnh cng bng mt ly c ph truyn thng trung nguyn trong mt khng gian y chiu su nhiu cm xc. C ph legendee v passiona c hnh nh mt tri ngc vi hnh nh biu tng mt tri mc l hnh nh vng trng khuyt trong mt gc ph m y tnh mch v lng mn. l gii iu ny ng on nh Hong_ gim c tip th kinh doanh ni a ca cng ty cho bit: trung nguyn mun i su vo nhng c m, nhng mong i trong tm hn su kn ca khch hng, mun cng khch hng chia s nhng trn tr, nhng thao thc v thng hoa cng cm xc y sng to ca khch hng. Biu tng mt trng cng l s kt ni lin tc vi hnh nh mt tri, mt nhp iu cuc sng khng ngng gia ngy v m th hin mong mun ca trung nguyn lun lun i cng v chia s cng khch hng. Sn phm bao b mi ca c ph Trung Nguyn trong ln thay i ny thi mt ln gi mi c tnh t ph v hnh nh mu sc nhng khng phi l ph v phong cch va truyn thng va hin i. bao b mi phong cch hnh nh y n tng, to bo vi mu sc tr trung hin i, nhiu cm xc v lin tng y tr tu nhng vn gi nguyn gam mu truyn thng ca c ph Vit Nam.

2.2.4 Cuc chin thng hiu c ph

Trong ngy hi tuyt nh gii thiu c ph ha tan G7, trung nguyn quyt nh tung chiu tip th kh l l th mi cho c ph ha tan. C ph vi hai nhn hiu l G7 v Nescafe c pha ch sn pht min ph cho nhng ngi tham gia ngy hi. kt qu, 89% khch tham gia ngy hi cho rng c ph ha tan G7 ngon hn, 11% nh gi cao cht lng Nescafe. C nhng sn phm tiu dng tng chng i vo tim thc ngi Vit v khng th thay i nh: xi r Rng Hng, bt git Daso, kem nh rng D Lan tuy nhin nhng thng hiu thun vit va k y, ln lt bin mt hoc
Nhm SVTH: nhm 12 GVHD: V Th Tu
29

Trng HSPKT Hng Yn Khoa Kinh T

Lp Q1K5

lm vo tnh trng sng phi c my tr tim khi m Coca-cola, Omo, Tide, colgate xut hin ti th trng Vit Nam. Dng nh, trong tt c nhng cuc cnh tranh mang tnh sng cn, nhng sn phm thun Vit bao gi cng b sn phm ngoi nh n bn thn bt toi ngay ti sn nh c mt tm l l hi chng s hi ca cc nh kinh doanh vit mi khi th trng xut hin thm mt sn phm ngoi no Chng ta s xem xt cuc chin gia c ph vit v tp on thc ung hng u th gii Nestle? Gn 7 nm v trc, vo nm 2003, sn phm c ph ha tan Nescafe ca tp on Nestle chim 55,95% th phn c ph ha tan ti th trng vit nam. Lc , nhc n Nescafe nhiu ngi v nh s snh iu, cn chuyn ung c ngon hay khng li l chuyn khc. Ngi vit by lu nay vn d thch chn nhng gi tr bao b hn l gi tr ct li n su bn trong cht lng sn phmNescafe khuynh o th trng c ph ng gi ngay ti t nc m sn lng c ph xut khu ng th hai trn th gii, ch sau vng quc c ph Brazil l iu m chnh tp on Nescafe cng bt ng. Sau Nescafe, Vinacafe chim v tr th 2 vi 38,45% th phn. mt phn nh th phn c ph ha tan cn li dnh cho cc loi c ph ha tan nhp khu v t nhng doanh nghip trong nc khc. Mt iu m ngi tiu dng bit c chnh l cc sn phm ca tp on Nescafe u c chun ha tun th theo mt cng thc nht nh. iu ny ng ngha vi vic tnh c trng cho hng v c ph tng vng min l hon ton khng c. Mt ngi vit ngi va h, trong mt khch sn sang trng hoc mt ngi m ngi ti New York cng lc ung mt ly c ph ha tan Nescafe, h cng c thng thc mt hng v chung. Khi mt tch c ph ra khi vng min v p buc phi thng nht vi hng v ton th gii th v hnh chung, Nescafe tc mt mt phn quyn hng th ca ngi tiu dng.
Nhm SVTH: nhm 12 GVHD: V Th Tu
30

Trng HSPKT Hng Yn Khoa Kinh T

Lp Q1K5

Tr li cuc chin ca Nescafe v trung nguyn, kt qu sau ngy hi tuyt nh gii thiu c ph ha tan G7, 89% khch tham d cho rng c ph ha tan G7 ngon hn, 11% nh gi cht lng ca Nescafe. Php so snh trc tip ny t ngi tiu dng l minh chng r rng nht cho cu chuyn, bc i ton b v ho nhong hnh thc bn ngoi, th cha hn hng ngoi tt hn hng trong nc. ni iu ny, khng phi l nh gi thp nhng mt ci tin v hnh thc sn phm. bi n gin, trc khi mua sn phm, ngi tiu dng phi quan st trc ri mi cm nhn. Vi kt qu ng khch l ti ngy hi tuyt nh, G7 tin thm mt bc di trong vic chinh phc ngi tiu dng ginh li th phn bng mt chin lc to bo. trong 3 ngy lin, G7 t chc pht c ph min ph cho khch hng ngay ti ta nh l i bn doanh ca Nescafe trn ng Nguyn Th Minh Khai. C v, Nescafe bt ng trc chin thut to bo ca G7. lin k sau , l nhng k hoch qung b sn phm thng qua cc knh truyn thng, nhng hot ng mang tnh cng ng ca G7- Trung Nguyn. Gi thnh ban u ca G7 l thp hn so vi gi thnh trn mi sn phm ca Nescafe. Tuy nhin, vi chin lc kinh doanh theo kiu ung c ph min ph v ung c ph trng xe hi trong thi gian di, th gi thc ca Nescafe thp hn so vi sn phm ha tan ca G7. cng nh cc tp on ln ca nc ngoi khc, chin lc a thch nht ca cc tp on ny trong cuc chin vi nh sn xut trong nc l ly tin chtsn xut sn phm quc ni. Th cho nn, cuc chin gia G7 v Nescafe khng th no khng c s tr gip ca ngi tiu dng Vit i vi sn phm vit. nhng ci cht ca cc thng hiu quen thuc thit ngh cho ngi tiu dng vit nhn li thi quen mua sm ca mnh theo thng hiu ca mnh. Ngi vit u tin dng hng vit, khng ch l mt khu hiu nghe ri b qua. Trong cuc chin thng mi c v von nh mt cuc chin tranh mm ny,
Nhm SVTH: nhm 12 GVHD: V Th Tu
31

Trng HSPKT Hng Yn Khoa Kinh T

Lp Q1K5

ch cn mi ngi tiu dng lun dung dng trong lng mnh mt t ho kh ca dn tc, th chc hn, nhng sn phm vit s c thm li th trong cuc chin vi cc ng ln lm tin nhiu th on n t nc ngoi. i din ca trung nguyn c cu ni rt hay, khng th n my ngi tiu dng. D nhin ngi tiu dng vit c th t chi mt sn phm km cht lng, hnh thc xu. nhng i vi nhng sn phm vit t tiu chun n mu m, th n lc ngi tiu dng vit nn c cch nhn tch cc hn hng vit khng thua ngay trn mnh t ca chnh mnh. n lc, ngi tiu dng cn thit phi hnh ng v thng hiu Vit. ng nui tic khi nhc n nhng thng hiu Vit tng n su vo tim thc nhng nay vng bng trn th trng.

2.2.5 C ph Trung Nguyn tng xm nhp th trng th gii

C ph Trung Nguyn va cho bit c k hoch c th trong chin lc pht trin m rng th trng quc t vo nm 2012 vi cc th trng trng im l M, Trung Quc v Singapore, trong thnh lp hai trung tm iu hnh ti M v Singapore. Vi th trng M, qua v th v s nh hng ca M, th mt khi c ph trung nguyn vo c th trng M v thnh cng ti M s l minh chng mnh m nht gip d dng m toang tt c cc cnh ca th trng cn li ca th gii. Vi th trng Trung Quc, c ph Trung Nguyn c li th l v tr gn, tng ng v vn ha, th trng ng dn, dn s tr v xu th dch chuyn t tr sang c ph ang tng mnh. Vi th trng singapore, l ca ng ca Chu m ra th gii, c nn tng vng chc v ti chnh, kinh t, h tng c s k thut tt s to c hi cho Trung Nguyn pht trin.

Nhm SVTH: nhm 12 GVHD: V Th Tu

32

Trng HSPKT Hng Yn Khoa Kinh T

Lp Q1K5

Trung Nguyn u t hn 2200 t ng trong 5 nm qua cho h thng cng ngh i v b quyt. y l iu kin Trung Nguyn nng cao cht lng, sn lng, a dng ha sn phm, tng nng sut p ng nhu cu kinh doanh ti th trng ni a v chin lc chinh phc th trng th gii.

Nhm SVTH: nhm 12 GVHD: V Th Tu

33

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Lp Q1K5

PHN 3. HNG I TIP THEO CHO C PH TRUNG NGUYN

Chin lc qung b thng hiu
Vit Nam, trit l c ph mi manh nha. c c trit l y, cn da trn quan im ca a phng, dn tc v th gii v loi sn phm ny. N s c bi p bi nhng ngi ung v am m c ph theo thi gian, ngay mt lc khng th hon tt c. Cng ty cn nhn nhn y l vn nghim tc v phi c cng trnh nghin cu cn thn. C ph l mu s chung quy t 2 triu tn ung c ph nhiu quc gia, sc tc, mu da, quan im chnh tr v tn gio khc nhau. Do , cn phi nghin cu n vi t cch mt cng trnh khoa hc. Nu c c trit l y, Vit Nam s c mt c hi qu ln. Ln u tin Vit Nam s tr thnh nh t tng, c th xut khu v quy t c nhng ngi khc nhau trn th gii Trong chin lc marketing, mun xy dng thng hiu, doanh nghip bao gi cng phi l ngi i u mt kha cnh no . Lut dn u p dng cho tt c cc sn phm k t th rn nh xe c v my tnh n th mm nh cc trng i hc v cc thc ung. ng c thay i mt v tr dn u ca sn phm no m nn to ra mt sn phm mi khin cho doanh nghip c th ng v tr u tin. Xy dng thng hiu l tm ra im mi, mi nh th no. Mi thng hiu nn pht ngn c hai vn : gi tr ct li v s khc bit hp dn th gii ngi s dng. Vn ny i hi s t vn ca cc chuyn gia v nhiu lnh vc trit hc, tm l hc... Cn xy dng mt thng hiu c ph Vit Nam ngon nht th gii v cht lng, nng n tr thnh trit l sng, l ngn ng th hai ca th gii.
Nhm SVTH: nhm 12 GVHD: V Th Tu
34

Trng HSPKT Hng Yn Khoa Kinh T

Lp Q1K5

Phn phi th trng

Phi nm c khu phn phi v thng hiu. Nh Starbucks, h n sau nhiu hng c ph, nhiu h thng khc nhng v sao h chin thng? l v h c phng php v nhng quan im ng trong vn nh v trong no trng ca tng ngi tiu dng. Vit Nam nu xt gc no hn cc t nc khc v gc, bi nhng thng hiu nh Nestl, Kraft, Sara Lee, P&G, v cc hng c ph c bit nh Starbucks, Tullys... tt c u n t nhng nc u - M - nhng nc hu nh khng trng c ph. Cng ty c gc nhng li khng pht huy xy dng c mt thng hiu ton cu. Hin nay, thng hiu ca Trung Nguyn vn cha ni bt vn cn m nht vi th gii. Nhng nu nhn thc c vn ny, tnh ton li v thc hin mt cch nghim tc, Trung Nguyn s c v tr nht nh.

Cnh tranh th trng

Theo thng k o lng ti su thnh ph ln (ch tnh sn phm c nhn hiu), hin ti th phn ca c ph ha tan chim 62% v s lng v 65% v gi tr so vi 38% s lng v 34% v gi tr ca c ph rang xay c nhn hiu. Ring ti th trng H Ni v bn thnh ph chnh (Hi phng, Nng, Nha Trang, Cn th) , t trng c ph ha tan cn chim a s so vi c ph rang xay tng ng 91%, 73%. Trong th trng c ph ha tan, lc lng phn tn kh ng u cho ba i th Vinacph (38%), Nescafe (32%) v G7 (23%). Th trng ny ang c bc chuyn bin kh nguy him cho i th Vinacafe khi mc tng trng ch t 27% so vi 51% v 88% ca Nescafe v G7 trong nm gn y. Trong th trng c ph rang xay, Trung Nguyn ang dn u cch bit so vi cc i th khc (>80%).
Nhm SVTH: nhm 12 GVHD: V Th Tu
35

Trng HSPKT Hng Yn Khoa Kinh T

Lp Q1K5

Hin ti th trng c ph ca Vit Nam cha phn ha r rng hai th trng c ph l c ph i tr v c ph c bit. C ph i tr c th k n nh Trung Nguyn Vit Nam hay c ph Tasters choice ca Nestl ti M. C ph c bit c th k n nh HighLand Vit Nam hay Starbucks M. V c ph c bit ti Vit Nam cn rt nh nn cha to nn nh hng ln so vi th trng chim hn 40% ti M h c th thnh lp nn hip hi c ph c bit ca Hoa K (SCAA). Trong tng lai vi s tham gia ca nhiu thng hiu c ph c bit, th trng s phn chia li v nh hnh r rng hn. c bit nu Starbucks xem xt li nh u t vo th trng Vit Nam. Vy vn t ra cho Trung Nguyn l cn c nhng bc i tch cc hn khng nh thng hiu ca mnh trn th trng nhm ginh ly li th i trc n u trc cc i th cnh tranh mnh.

Nhm SVTH: nhm 12 GVHD: V Th Tu

36

Trng HSPKT Hng Yn Khoa Kinh T

Lp Q1K5

KT LUN
Vi nhng n lc,c gng khng ngng trong sn xut v kinh doanh, cng ty c phn Trung Nguyn trong thi gian qua t c nhiu thnh tch, to ra bc tng trng ng k v doanh thu, li nhun, khng nh v th sn phm ca mnh trn th trng. Ban u Trung Nguyn ch l mt nhn hiu c ph non tr ca Vit Nam nhng nhanh chng tr thnh thng hiu c ph quen thuc vi ngi tiu dung trong v ngoi nc. Nh i tin phong trong vic p dng m hnh kinh doanh nhng quyn ti Vit Nam ch trong vng mi 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 su cng ty thnh vin : Cng ty c phn Trung Nguyn, Cong ty c phn c ph ha tan Trung Nguyn, Cng ty TNHH c ph Trung Nguyn, Cng ty CPTM v dch v G7, Cng ty lin doanh Vit Nam Global Gateway(VGG) vi cc ngnh ngh chnh: 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 mi cng ty thnh vin ng thi kinh doanh nhiu ngnh ngh a dng.

Nhm SVTH: nhm 12 GVHD: V Th Tu

37

Trng HSPKT Hng Yn Khoa Kinh T

Lp Q1K5

MC LC

Nhm SVTH: nhm 12 GVHD: V Th Tu

38