I.

GII THIU CHUNG

Ra i vo gia nm 1996 -Trung Nguyn l 1 nhn hiu c ph non tr
ca Vit Nam, nhng nhanh chng to dng c uy tn v tr thnh thng
hiu c ph quen thuc nht i vi ngi tiu dng c trong v ngoi nc.
Ch trong vng 10 nm, t mt hng c ph nh b nm gia th ph c
ph Bun M Thut, Trung Nguyn tri dy thnh mt tp on hng mnh
vi 6 cng ty thnh vin: Cng ty c phn Trung Nguyn, cng ty c phn c
ph ha tan Trung Nguyn, cng ty TNHH c ph Trung Nguyn, cng ty c
phn thng mi v dch v G7 v cng ty lin doanh Vietnam Global Gateway
(VGG) vi cc ngnh ngh chnh bao gm: sn xut, ch bin, kinh doanh tr,
c ph; nhng quyn thng hiu v dch v phn phi, bn l hin i. Trong
tng lai, tp on Trung Nguyn s pht trin vi 10 cng ty thnh vin, kinh
doanh nhiu ngnh ngh a dng.
i tin phong trong vic p dng m hnh kinh doanh nhng quyn ti
Vit Nam, hin nay, Trung Nguyn c mt mng li gn 1000 qun c ph
nhng quyn trn c nc v 8 qun nc ngoi nh: M, Nht, Singapore,
Thi Lan, Trung Quc, Campuchia, Ba Lan, Ukraina. Sn phm c ph Trung
Nguyn v c ph ha tan G7 c xut khu n 43 quc gia trn th gii

vi cc th trng trng im nh M, Trung Quc. Bn cnh , Trung Nguyn

cng xy dng c mt h thng hn 1000 ca hng tin li v trung tm
phn phi G7Mart trn ton quc.
Lch s hnh thnh v pht trin.
- 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.
- 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.
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- 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: 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.
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
- 2010:
- 2011: Trung Nguyn ng trong Top 10 Sao Vng t Vit
- 28/3/2012: khnh thnh nh my c ph ln nht chu ti Bc Giang.
II. PHN TCH CC YU T MI TRNG MARKETING
1. Mi trng v m.
a. Mi trng nhn khu hc.
b. Mi trng kinh t.
Vit Nam ang trn pht trin vi nhiu c hi hp tc v hi
nhp mi, iuny tc ng ln n cc doanh nghip nc ta. C th vi
Trung Nguyn :

-Tc tng trng kinh t ca nc ta hin nay kh cao to nhiu c hi

cho Trung Nguyn u t m rng hot ng sn xut kinh doanh. Tuy nhin
hin nay nn kinh t Vit Nam kh bt n t l tng trng tng song km theo
l lm pht tng, ng tin mt gi gy kh khn khng t hot ng kinh
doanh ca Trung Nguyn, c bit l trong hot ng thu mua nguyn liu.Hin nay nh nc cho php cc doanh nghip t nh ra mc li sut dn ti t
lli sut l kh cao ( 16% - 18% ) gy kh khn v mt xoay vng vn.
c. Mi trng t nhin.
Trung nguyn c li th ln l c nh my sn xut t ngay ti
th ph ca c ph l Bun Ma Thut, vn chuyn khng phi
l vn gy kh khn. Bn cnh , Trung Nguyn cho xy
dng ring trang tri c ph cung cp nguyn liu.

d. Mi trng cng ngh.

Th trng thit b my mc sn xut c ph khng a dng do khng
xut hincc cng ngh mi. Do p lc i mi cng ngh tng
cng cnh tranh i viTrung Nguyn l khng ng k.
Cng vi dy chuyn rang-xay-ng gi khp kn theo cng ngh ca
CHLB c.
e. Mi trng chnh tr - lut php.
Cc nhn t chnh tr php lut c tc ng ln n c hi v e do trong
ngnhc ph Vit Nam c th l :- C ph c nh nc bo h v quyn li
v thng hiu, h tr gi thnh sn phm v to iu kin xut khu ra nc
ngoi, bn cnh nh nc thnh lp hip hic ph iu hnh v pht trin
c ph vi mc ch qun trit ng li chnh sch ca ng nh nc, bo
v ln nhau trnh cc hnh vi c quyn, tranh chp th trng
xm phm li ch ca doanh nghip, bo v quyn li cho c ph Vit Nam trn
th trng.Vi s gia nhp WTO, ngnh c ph Vit Namc bc chuyn mnh
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mi c bitc ph Trung Nguyn c bit n khng ch trong

nc m c trn th trng ncngoi, to thm nhiu nh hng pht trin
f. Mi trng vn ha.
Trung Nguyn c c li th ni bt, l c v tr ngay ti Bun Ma
Thut, quhng ca c ph. Do Trung Nguyn d dng to c s
tng ng v vn havi cc c s cung cp nguyn liu c ph cng nh
d dng to c nt c trng cac ph Vit Nam trong tng sn phm
c ph ca mnh.y l im mnh ca Trung Nguyn so vi cc i th
cnh tranh khc khi xay dng mi quan h mua bn v hnhnh thng hiu.
2. Mi trng vi m.
a. Cc yu t v lc lng bn trong doanh nghip.
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.
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.

Hin nay, Trung nguyn c khng gn 2000 nhn vin lm vic cho cng
ty ty cp Trung Nguyn, cng ty CP TM&DvV G7 ti 3 vn phng, hai nh my
v 5 chi nhnh trn ton quc cng vi cty lin doanh Vit Nam Global
Gateway (VGG) hot ng ti singapo. 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 ca Trung Nguyn h ht l nhung 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.
Vi chin lc tr thnh mt tp don kinh t bao gm 10 cng ty thnh vin
hot ng trn nhiu lnh vc: trng, ch bin, xut khu, chn nnui, truyn
thng, bt ng sn Tp don Trung Nguyn lun cn b sugng 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 ca Vit Nam.
i ng nhn vin ca tp on Trung Nguyn lun c to nhng iu
kin lm vic tt nht c th hc hi, phat huy kh nng v cng hin vi
tinh thn cam kt - trch nhim danh d
b. Nhng ngi cung ng.
- S lng nh cung cp s quyt nh n p lc cnh tranh, quyn lc
m phn ca h i vi ngnh, doanh nghip. Nu trn th trng ch c mt
vi nh cung cp c quy m ln s to p lc cnh tranh, nh hng ti ton b
hot ng sn xut kinh doanh ca ngnh.
Tuy nhin, hin nay, Trung Nguyn c mt h thng sn xut hot ng
v cng hiu qu . Khi m cc ngun nguyn liu dng cho qu trnh sn xut
caf ha tan cng nh cc loi caf khc, u l bt ngun t cc nng tri trng
caf do chnh Trung Nguyn u t v qun l. Hay ni cch khc Trung
Nguyn chnh l nh cung cp nguyn liu u vo cho vic sn xut ca mnh.
V vy, p lc cnh tranh t nh cung cp l vn m Trung Nguyn khng
phi i mt hin nay.
Hin nay, trung Nguyn ang c chng trnh m rng 1000 ha caf bn
vng k Lak gp phn tng din tch ngun nguyn liu c ph bn vng
ca Trung Nguyn ln 2.500ha vi 1.500 h nng dn tham gia; nhm nng cao
cht lng ngun nguyn liu to nn nhng sn phm c ph c bit. p
dng tiu chun UTZ cho cc vng nguyn liu. Qua , Cty Trung Nguyn
m bo vic truy nguyn ngun gc sn phm, gp phn bo v mi trng,

tun th cc qui nh v thng mi v cng c lao ng quc t, p ng cc

tiu chun kht khe ca th trng, c bit l th trng th gii.
c. Cc trung gian marketing
i tin phong trong vic p dng m hnh kinh doanh nhng quyn ti
Vit Nam, hin nay, Trung Nguyn c gn 1000 qun c ph nhng quyn
trn c nc v 8 qun nc ngoi nh: M, Nht, Singapore, Thi Lan,
Trung Quc, Campuchia, Ba Lan, Ukraina. Sn phm c ph Trung Nguyn v
c ph ha tan G7 c xut khu n 43 quc gia trn th gii vi cc th
trng trng im nh M, Trung Quc. Bn cnh , Trung Nguyn cng
xy dng c mt h thng hn 1000 ca hng tin li v trung tm phn phi
G7Mart trn ton quc.
Vo cui nm 2011, sn phm c ph ha tan G7 c mt ti h thng
ca cc tp on siu th ti M, v E-Mart ca Hn Quc. T thng 10 n 122011, Trung Nguyn xut cng hn 1.400 tn c ph vo th trng M, v 200
tn vo h thng E-Mart v vn ang pht trin u. Cng ty cho bit, hnh thc
xut khu trc tip vo h thng bn s ca M v Hn Quc l c hi qung b
thng hiu G7 ni ring v thng hiu Vit ni chung.
Trung Nguyn cng hi vng vic tp on E-Mart tn cng vo th trng
Trung Quc (n thng 1.2011, E-Mart c 27 ca hng ti Trung Quc), s
em li c hi c ph G7 m rng xut khu sang th trng ny.
d. Khch hng
Bao gm 4 loi th trng:
- Th trng ngi tiu dng.
- Th trng bun bn trung gian.
- Th trng cc c quan v t chc ca chnh ph: phc v cc hot
ng ngoi giao
- Th trng quc t: t mt hng c ph nh ti Bun M Thut, Trung
Nguyn tri dy thnh mt tp on vi 10 cng ty thnh vin. i tin phong
trong vic p dng m hnh kinh doanh nhng quyn ti Vit Nam, hin nay,
Trung Nguyn c gn 1000 qun c ph nhng quyn trn c nc v 8
qun nc ngoi nh: M, Nht, Singapore, Thi Lan, Trung Quc,
Campuchia, Ba Lan, Ukraina. Sn phm c ph Trung Nguyn v c ph ha
tan G7 c xut khu n 43 quc gia trn th gii vi cc th trng trng
im nh M, Trung Quc. Bn cnh , Trung Nguyn cng xy dng c
mt h thng hn 1000 ca hng tin li v trung tm phn phi G7Mart trn
ton quc.
Kt ni v pht trin nhng ngi am m c ph trn ton th gii.
S mnh ny gip chng ta hnh dung r v Trung Nguyn l ai?
chnh l nh cung cp c ph th trng Vit Nam v th gii, khch hng m
Trung Nguyn hng n khng phn bit tui tc, gii tnh, cng vic, thu

nhp hay v tr a l m l tt c nhng ai c nhu cu v am m c ph trn

ton th gii. Trung Nguyn c tham vng rt ln l lm cch no c th
kt ni v pht trin nhng ngi am m c ph trn ton th gii. V c
th t c tham vng , Tp on Trung Nguyn bt u hnh ng
bng nhng chin lc ngn hn v di hn, v c th nht l chin lc xy
dng Th ph c ph ton cu ti Bun Ma Thut. Trung Nguyn xy dng
cc mc tiu ngn hn v di hn: Thng lnh th trng ni a, chinh phc
th trng th gii, bng cch dch chuyn t chiu rng sang chiu su; u
t v ngnh v pht trin h thng nhng quyn trong nc v quc t.
e. Cc i th cnh tranh.
* Cc i th cnh tranh chnh trong ngnh:
Ni n cc i th cnh tranh chnh ca Trung Nguyn chng ta c th
nhc ti cc cng ty sau:
Nescafe ca Nestle :
L nhn hiu c ph ha tan hng u trn th gii vi b dy lch s 70
nm. Ti Vit Nam thng hiu ny tr nn quen thuc vi hu ht mi
ngi v l mt trong nhng thng hiu c th phn cao ti Vit Nam. Hin ti,
Nescafe c mt nh my sn xut caf ha tan vi cng sut 1000 tn/nm cho
php cng ty c kh nng p ng mt cch tt nht nhu cu ca ngi tiu
dng.
Vinacafe ca Cng ty CP caf Bin Ha:
Bt u i vo sn xut t nm 1979 v hin ti l hng caf chim th
phn cao ti Vit Nam vi b dy kinh nghim ca mnh.
Vi nh my sn xut caf ha tan vi cng sut 3000 tn/ nm Vinacafe tr
thnh doanh nghip ln nht v nng lc sn xut v dn u v cng ngh sn
xut c ph ha tan. Nh vy, cng vi Nescafe th Vinacafe c coi l i th
ng gm nht m Trung Nguyn phi i mt t trc n nay.
Caf Vinamilk ca Cng ty CP sa Vit Nam- Vinamilk:
Hin ti, Vinamilk c mt nh my c ph vi tng vn u t gn 20
triu la M, trn din tch khun vin ti 60,000 m2 ti Bnh Dng. Nh
my c cng sut 1,500 tn/nm, c trang b mt dy chuyn sn xut c ph
cc k hin i mi cng on.
Mc d trc y, ngi ta ch bit n Vinamilk l mt cng ty chuyn
sn xut sa, nhng vi tham vng a dng ha sn phm, Vinamilk nghin
cu v cho ra i sn phm caf ha tan ln u tin xut hin trn th trng
vo thng 7/2006. Tuy ra i sau Nescafe, Vinacafe v Trung Nguyn nhng
vi nhng n lc khng ngng ca mnh th trong thi gian khng xa Vinamilk
c th tm ra ch ng ca mnh trn th trng ny.
Maccoffee ca Food Empire Holadings:
L nhn hiu c ph 3 trong 1 u tin xut hin ti Vit Nam. Nhng
nm u ca thp k 90 chng kin nhng chuyn bin mang tnh cch mng
Vit Nam. theo kp bc tin ca thi i, Food Empire Holdings cho ra
i MacCoffee mt sn phm y tnh sng to gp phn thay i thi
8

quen ung c ph ca ngi tiu dng. L nhn hiu c ph 3 trong 1 u tin

xut hin ti Vit Nam, vi cng thc pha ch c o kt hp gia cc ht c
ph thng hng, kem v ng, MacCoffee em n s thun tin cho ngi
yu thch c ph.
* i th cnh tranh tim tng:
Bn cnh 4 i th chnh trn th Trung Nguyn ang phi i mt vi
nhng i th cnh tranh trong nc nh: Thi Ha, An Thi, Ph Thi, CADA,
VICA..
Tuy nhin 5 thng hiu trn tr nn quen thuc vi ngi tiu dng
t rt lu, vic thay i thi quen l rt kh. V vy, ro cn nhp cuc ca cc
i th cnh tranh tim tng l khng cao.
f. Cng chng trc tip.
* Hnh vi khch hng mc tiu.
+ Thi quen tiu dng caf ca ngi vit nam.
Vit nam c mt nn vn ha m thc ht sc c sc. C ph tuy khng
phi l ung truyn thng ca ngi vit, xong vic ung c ph vi ngi
vit nam thc s tr thnh mt nt vn ha. C ph khng ch l ung
n thun, th ung c ph mang trong mnh n mt gi tr vn ha ch
thc. iu ny c th hin qua cch thc ch bin, cch thc pha ch c ph,
qua cch thng thc: ti thi im c bit v mt khng gian c bit. th
ung c ph em li cho con ngi cm gic thoi mi.
Tuy nhin, mun thng thc c v p ca nt vn ha ung c ph,
con ngi cng cn phi thng qua mt qqu trnh hc tp vn ha (vn ha
ung). khng phi ai cng trnh thng thc, trnh hiu c
ci ngon, ci th v khi thng thc ly c ph: cm gic c ci v ng u
li hay phan bit c mi thm, mu sc m c ph em li.
i vi ngi Vit Nam, ly c ph lun xut hin trong mt khng kh
c bit, c th l dp l tt, dp vui gia nh, hay khi nhng ngi bn thn
thit gp nhau. Ly c ph lc khng ch mang ngha n thun l ung,
n cn th hin cho ni vui mng xum hp gia nh, khi gp ngi thn, l biu
hin ca tnh cm thn thit. V nh th, ly c ph tr thnh phng tin biu
t tnh cm.

Tuy nhin, cch thng thc c ph ca ngi Vit cng khng hon
ton ging nhau. N cn ph thuc vo tng lp, tui tc vi nhng s thch
khc nhau. Ty theo khu v ca mnh, ngi ung c ph c th chn loi c
ph en hay sa, ung nng hay ung .
Nhng ngi nhiu tui c thi quen ung c ph trong mt khng gian
yn tnh. Mt b phin c ph, mt gi c ph en l nhng th khng th thiu
trong nh ca h. Ngi nhn nhng git c ph chm chm nh git, sng trong
cm gic ch i, thc s l nhng giy pht th gin c ngha sau nhng
ngy lm vic.
Gii tr, h thch ung c ph trong mt khung cnh si ng. H thng
tm n nhng qun c ph ph hp vi s thch ca h. , h c th c
thng thc nhng loi c ph yu thch, ni chuyn vi bn b v nhng vn
m h quan tm, hay c th m chm vo giai iu ca nhng bn nhc si
ng.
C ph i vi ngi Vit Nam thc s khng ch n thun l mt loi
ung. N tr thnh thi quen, mt nt vn ha.
+ Tnh hung mua hng:
Do thi quen thng thc c ph ca mt s ngi Vit Nam
Mt s ngi lm vic nhiu v tr c v c k nng chuyn mn, k
thut vin tiu th c ph nhiu nht. Mc tiu th cng tng mnh lao ng
gin n.
+ Thi khch hng:
Loi c ph c a chung hai thnh ph cng khc nhau. Tp.HCM
ch yu dng c ph bt, cn H Ni ch yu l c ph ha tan. H Ni, vic
tng qu bng c ph kh ph bin vi dng c ph ha tan.
Ti H Ni, cc h cha c thi quen v khng bit cch chn c ph. H
cng lo ngi v c ph gi, cht lng ca c ph ha tan ( c th thay th c
ph pha).
* Mc trung thnh vi nhn hiu:
Khi sn phm mi c a ra th trng th mi ngi bit n thng
qua truyn ming (Ngy 20/8/1998, qun c ph u tin ti 587 Nguyn Kim,
qun Ph Nhun vi hnh thc phc v min ph trong vng 10 ngy). Cng v
10

nhiu loi c ph khch chn la v hng dn cch thng thc c ph theo

kiu Trung Nguyn. Mi loi c ph mang mt hng v c trng ring. C
s khc bit c trng gia c ph Robusta v Arabica, gia Culi Robusta v c
ph S, c ph Chn...
* Li ch tm kim:
Khch hng quan tm khi mua c ph tiu dng ti nh l khu v,
chng loi, nhn hiu, sau mi n gi bn, bao b v ni mua.
III. CHIN LC NH V SN PHM V PHN ON THI
TRNG MC TIU.
a. Chin lc nh v sn phm.
Sn phm c ph ha tan Trung Nguyn to ra gi tr cho khch hng
khc bit so vi i th cnh tranh:
- Mt sn phm tin dng
- Mt sn phm m hng v Vit .
b. Phn on th trng mc tiu.

Tiu thc a l.
Chia th trng theo khu vc bc, trung v nam. Min Nam c lng tiu
th cao gp 4 - 5 ln so vi min Bc v min Trung.
Trong ch trng so snh 2 thnh ph ln l Tp H Ch Minh v H
Ni. Qua kho st hai thnh ph ln cho thy, trong nm 2008, bnh qun mt
gia nh Tp.HCM tiu dng 6,1 kg c ph/nm, cao gp 3 ln so vi H Ni.

Tiu thc dn s - x hi:

- Mt : Tiu dng khu vc thnh th tng gp 2 ln so vi khu vc
nng thn i vi dng bt . Nng thn c lng tiu dng thp nhng tc
tng nhanh, trong dng bt v ha tan u tng.

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- Dn s: i vi doanh nghip, th trng nng thn, gii tr, c ph

ha tan, h gi thnh v gi bn l; lu hn n khu v v phong cch ung
ca nhm thu nhp thp v trnh hc vn thp.
- tui: Kho st cho thy khch hng tui thanh nin v v thnh
nin c mc tiu th c ph tng nhanh nht, c v c ph bt v c ph ha tan.
Nhm thanh nin v trung nin c mc tiu dng c ph cao nht. Nhm
tui gi (>65) mc tiu th tng rt t v ch tng lng tiu th c ph bt.
- Ngnh ngh: Cn c ph bt ti nh, tim nng H Ni l nhn vin dch
v, k thut vin; Tp.HCM l nhn vin vn phng, th th cng, lc lng v
trang. Ring c ph ti qun, tim nng H Ni v Tp.HCM l n gii.
Nhng ngi lm vic nhiu v tr c v c k nng chuyn mn, k
thut vin tiu th c ph nhiu nht. Mc tiu th cng tng mnh lao ng
gin n.

Tiu thc tm l:
- Li sng: Ti Tp.HCM, c ph c ung ti qun nhiu hn. Ngc
li, H Ni ung ti nh nhiu hn v c mt nhm ng k ung vn phng.

Tiu thc hnh vi tiu dng:

- Tnh hung mua hng:
Do thi quen thng thc c ph ca mt s ngi Vit Nam
Mt s ngi lm vic nhiu v tr c v c k nng chuyn mn, k
thut vin tiu th c ph nhiu nht. Mc tiu th cng tng mnh lao ng
gin n.
- Thi khch hng: Loi c ph c a chung hai thnh ph cng
khc nhau. Tp.HCM ch yu dng c ph bt, cn H Ni ch yu l c ph ha
tan. H Ni, vic tng qu bng c ph kh ph bin vi dng c ph ha tan.
Ti H Ni, cc h cha c thi quen v khng bit cch chn c ph. H
cng lo ngi v c ph gi, cht lng ca c ph ha tan ( c th thay th c
ph pha).
12

- Mc trung thnh vi nhn hiu: Khi sn phm mi c a ra th

trng th mi ngi bit n thng qua truyn ming (Ngy 20/8/1998, qun
c ph u tin ti 587 Nguyn Kim, qun Ph Nhun vi hnh thc phc v
min ph trong vng 10 ngy). Cng v nhiu loi c ph khch chn la v
hng dn cch thng thc c ph theo kiu Trung Nguyn. Mi loi c ph
mang mt hng v c trng ring. C s khc bit c trng gia c ph
Robusta v Arabica, gia Culi Robusta v c ph S, c ph Chn...
- Li ch tm kim: Khch hng quan tm khi mua c ph tiu dng ti
nh l khu v, chng loi, nhn hiu, sau mi n gi bn, bao b v ni mua.
II. PHN TCH CC QUYT NH V LA CHN TH TRNG
MC TIU CA DOANH NGHIP.
Cng ty c phn c ph Trung Nguyn quyt nh la chn th trng
mc tiu theo hng : Bao ph th trng.
Vic la chn th trng mc tiu cn ph hp vi quy m ca doanh
nghip. cng ty xc nh kh nng tha mn c nhu cu ca khch hng
bng vic thm nhp vo th trng vi quy m nh tm hiu nhu cu ca
khch sau m rng th trng. C th l:
1. Theo cch tip cn sn phm - th trng:
Trung Nguyn gii thiu n khch hng sn phm cafe ca
mnh,ng thi hng dn khch cch thng thc cafe "theo kiu Trung
Nguyn".
Khch hng: S n nhn nhit tnh v nhanh chng ca ngi tiu dng
to nn mt hin tng Trung Nguyn trn mnh t Si Gn nng ng v
y cnh tranh. Trung Nguyn thc hin mt cuc xm nhp th trng
ngon mc nht trong lch s xy dng thng hiu Vit Nam. Ch trong vng
5 nm, t mt xng sn xut nh ti Bun Ma Thut, Trung Nguyn c mt
ti mi min t nc.
Sau khi chinh phc nhanh chng th trng trong nc bng cht
lng v phong cch ring, c o ca mnh th Trung Nguyn bt u a
thng hiu ca mnh ra th trng th gii vi chin lc nhng quyn kinh
doanh ln u tin ti singapore vo nm 2000.Tuy nhin thnh cng ch tht s
n vi Trung Nguyn vo nm 2002 khi h xut hin Nht Bn bn cnh 400
ca hng trn tng s 6000 ca hng ca starbucks -tp on cafe ln nht th
gii ca M v mt lot cc nhn hiu cafe Nht cng khng km phn nh

13

m. Thnh cng ca Trung Nguyn Nht Bn thc s gip n nhy vt.

n nay, thng hiu Trung Nguyn c mt Nht Bn, Thi Lan,
Singapore, Trung Quc v Cng ha Sc. C ph rang Trung Nguyn cng c
mt trong siu th v cc ca tim M, c, ng u, Php v Nga. Hin
ng L Nguyn V ang trin khai cc hp ng nhm tm kim th phn cho
C ph Trung Nguyn ti 15 nc nh c, c, Canada, i Loan, Malaysia,
Philippin...
2. Pht Trin Sn Phm th trng.
Trung Nguyn hng ti th trng trn nhm khch hng khng ng
nht: t nhm thanh nin n ngi ln tui. mi tui c nhng khu v
thng thc c ph khc nhau. V th, cng ty cho ra i nhiu sn phm ph
hp vi th hiu ngi tiu dng.
- C PH SNG TO.
Cafe sng to l sn phm c trng gn lin vi tn tui ca Trung
Nguyn. Sau khi sn phm ny c th trng chp nhn, Trung Nguyn
nhanh chng nm bt th hiu ca khch hng,u t pht trin theo chiu su
to nn mt dng sn phm caf sng to bao gm nm loi v c phn loi
theo nguyn liu v "gu" thng thc caf:
Sng to 1 - Culi Robusta: (gi 250g)
Sn phm c ph c ch bin t nhng ht c ph Culi Robusta ngon
nht, mi thm nh, v hi ng v nc pha mu nu m. Rt ngon khi dng
nng hoc ung vi sa. Thch hp vi ngi c gu thng thc c ph m.
Sng to 2 - Arabica, Robusta: (gi 250g)
S kt hp ca hai loi c ph Robusta v Arabica em n cho bn mt
v m, mi thm nh, khi pha cho nc mu nu nht. Sn phm ngon nht khi
ung nng. Thch hp vi ngi c gu thng thc c ph m va phi.
Sng to 3 - Arabica S: (gi 250g)
Nhng ht c ph Arabica s n t vng t trng c ph ni ting Bun
Ma Thut, c chn la k lng to ra mt sn phm c ph c hng
thm quyn r, v nh, nc pha mu nu nht. Pha vi sa thng thc mt
ly c ph thm ngon hn. Thch hp vi ngi c gu thng thc c ph m
va phi.
Sng to 4 - Culi thng hng: (gi 250g)
14

Hn hp c bit ca nhng ht c ph Arabica, Robusta, Excelsa,

Catimor c ch bin theo b quyt Trung Nguyn cho ra i mt sn phm
c hng thm bn, m , v m. Ngon hn khi dng chung vi hoc sa.
Thch hp vi ngi c gu thng thc c ph m .
Sng to 5 - Culi Arabica ho hng: (gi 250g)
Mt sn phm c ph c ch bin t nhng ht c ph Arabica ho
hng ca vng ni cao Lm ng, c v rt c trng, m nh, hng thm
quyn r v nc pha mu nu en. Ngon hn khi dng chung vi . Thch
hp vi ngi c gu thng thc c ph thm v nh.
- A DNG HA SN PHM.
Da trn nn tng bn sc vn ha Vit vi mang n cho khch hng s
cm nhn rt khc bit v cch thng thc c ph m lu nay h cha tng
c bit n. Trung Nguyn nghin cu v pht trin 30 loi c ph pha ch
c hng v ring bit, to ra 9 loi mc hng v khc nhau cho sn phm
ca mnh. Vi n lc ca mnh Trung Nguyn cho ra i nhng sn phm
caf thng hng nh : caf chn- mt loi cafe t nht th gii v cng him
nht th gii- xut khu sang cc nc pht trin. Hay sn phm caf ha tan
G7 c u t k lng t cch t tn,bao b sn phm,h thng qung b.....
vi tham vng chinh phc th trng 7 nc pht trin.
IV.

MARKETING MIX.

a. Sn phm (product).
1.B rng :Cc loi sn phm (Gm c 4 loi):
C ph Trung Nguyn
C ph G7
C ph Passiona
C ph 777
2.B di cc chng loi hay dng sn phm:
a)C ph Trung Nguyn c 3 loi chnh:

15

 Sn phm cao cp:

o Trung Nguyn coffee. t bit sng to
o WEASEL (250g)
o DIAMOND COLLECTION (250g)
o CLASSIC BLEND (Ion 450g)
o LEGENDEE (250g & 500g)
o Trong , 3 sn phm mi sp tung ra th trng
Sn phm trung cp:
o Passiona ( gi 250g),
o C ph sng to:
Sng to 1:Culi Robusta: (gi 250g)
Sng to 2:Arabica Robusta: (gi 250g)
Sng to 3:Arabica S: (gi 250g)
Sng to 4:Culi thng hng: (gi 250g)
Sng to 5 - Culi Arabica ho hng: (gi 250g)
o Gourmet Blent (250g 500g): Loi tinh t cho ngi snh c ph.
o House Blend (250g & 500g): Loi m cho ngi gu mnh.
o C ph ch phin
Ch phin 1 - Culi Robusta
Ch phin 2 - Arabica v Robusta
Ch phin 3 - Arabica S
16

 Ch phin 4- Arabiva, Robustam Catimor, Excelca

Ch phin 5 Culi Arabica
Ch phin 8 (Huyn thoi) - Arabica, Robusta, Excelsa
o Hng rang xay co 11 loi:
Culi robusta
Robusta arabica
Aribica s
Culi thng hng
Culi arabica
Robusta brazil
Arabica eakmat
Legendee
Espresso Bun Ma Thut special
Robusta spercial
Robusta- arabica premium

Sn phm ph thng:
oNu - sc sng( loi 1)
oI - Kht vng( loi 2)
o

S - Chinh phc( loi 3)

b)Sn phm c ph hoa tan G7 co 4 loi:

o

G7 3 trong 1
17

thng

sn

phm

ca

phe

trong

o G7 ha tan en c hp 15 sachet( 2g).

o G7 cappuccino co 3 loi hng v:
G7 capuccino - hazelnut: hng v nng na ca ht d va c
ph ho hng vng t Bun Ma Thut.

18

 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 va c ph.
o

G7 2 in 1 - mnh cha phi ng gu

C dy 10 sachets* 16g
Hp 15 sachets*16g
c) c ph ho tan Passiona c ph dnh cho phi p
d) c ph 777 - c ph mnh suy ngh mnh
o Lucky- arabica, robusta( hp 250g va 500g)
o Hero- arabica, rabusta( 100g va 500g)
o Min- arabica, rabusta( 100g va 500g)
3. B su ( mu m sn phm gn lin vi 1 loi chng loi)
A.

Dng sn phm cao cp:

A.1 WEASEL (250g):

Trung Nguyn - vi khao kht em n cho nhng
ngi am m c ph nhng ht c ph Chn tht s -
tm ti, chn lc v thu mua nhng ht c ph Chn
nguyn thy v tt nht, kt hp vi b quyt pha ch
Phng ng c o, cng vi lng am m v s t m
trong tng cng on cho ra i mt dng sn phm c ph Chn th thit v
c bit nht th gii
Trung Nguyn Weasel coffee Huyn thoi c ph
Chn.
A.2 DIAMOND COLLECTION (250g)

19

c cht lc t nhng vng nguyn liu ngon nht th

gii (Ethiopia, Jamaica, Kenya, Bun Ma Thut...) cng
vi b quyt ch bin c o bc nht, b sn phm
Diamond ca Trung Nguyn vi nm hng v khc nhau
s mang n cho bn mt b su tp c o v ngun
nng lng khi ngun nhng tng sng to.

A.3 LEGENDEE (250gr & 500gr)

Da theo truyn thuyt v loi c ph chn tuyt ho,
Trung Nguyn nghin cu & to nn mt cng ngh
men sinh hc c o em n cho ngi yu v snh c
ph mt sn phm c ph chn Legendee c bit nht th
gii.
SKUs: 250g & 500g
Nguyn liu: Arabica, Robusta, Excelsa
Hng thm ngon, quyn r, su sc, tinh t v c bit nht.
A.4 CLASSIC BLEND (lon 425g)
Da trn nhng nguyn tc chn lc k lng, nhng ht c ph
ngon nht th gii, cng vi b quyt ca Trung Nguyn to
ra mt sn phm c ph c bit c hng thm lu v quyn
r, nc pha mu nu nht nhng v tht m
B. Dng sn phm trung cp:
B.1 PASSIONA (gi 250g)
c ch bin t nhng ht c ph tt nht Excelsa v Arabica,
c ph Passiona thch hp cho nhng ngi mi ung c ph,
vi thnh phn caffeine thp, hng thm nh nhng v v c
ph m du.
B.2 C PH SNG TO

20

o Sng to 1 - Culi Robusta: (gi 250g)

Sn phm c ph c ch bin t nhng ht c ph Culi Robusta ngon nht,
mi thm nh, v hi ng v nc pha mu nu m. Rt ngon khi dng nng
hoc ung vi sa. Thch hp vi ngi c gu thng thc c ph m.
o Sng to 2 - Arabica, Robusta: (gi 250g)
S kt hp ca hai loi c ph Robusta v Arabica em n cho bn mt
V m, mi thm nh, khi pha cho nc mu nu nht. Sn phm ngon nht khi
ung nng. Thch hp vi ngi c gu thng thc c ph m va phi.
o Sng to 3 - Arabica S: (gi 250g)
Nhng ht c ph Arabica s n t vng t trng c ph ni ting Bun Ma
Thut, c chn la k lng to ra mt sn phm c ph c hng thm
quyn r, v nh, nc pha mu nu nht. Pha vi sa thng thc mt ly c
ph thm ngon hn. Thch hp vi ngi c gu thng thc c ph m va
phi.
o Sng to 4 - Culi thng hng: (gi 250g)
Hn hp c bit ca nhng ht c ph Arabica, Robusta, Excelsa, Catimor
c ch bin theo b quyt Trung Nguyn cho ra i mt sn phm c
hng thm bn, m , v m. Ngon hn khi dng chung vi hoc sa.
Thch hp vi ngi c gu thng thc c ph m .
o Sng to 5 - Culi Arabica ho hng: (gi 250g)
Mt sn phm c ph c ch bin t nhng ht c ph Arabica ho hng ca
vng ni cao Lm ng, c v rt c trng, m nh, hng thm quyn r v
nc pha mu nu en. Ngon hn khi dng chung vi . Thch hp vi ngi
c gu thng thc
c ph thm v nh.

21

B.3 GOURMET BLENT (250g - 500g) loi tinh t cho ngi snh c ph
Vi hng thm li cun, v m vi nc pha mu nu snh,
c ph c trng t nhng ht c ph tt nht Arabica, Robusta,
Excelsa, Catimor t cc vng trng c ph ngon nht th gii.

B.4 HOUSE BLEND (250g & 500g)loi m cho ngi c gu mnh

c ch bin t nhng ht c ph tt nht Arabica,
Robusta, Excelsa, Catimor. Sn phm ny c hng thm
nng, v m hn vi nc pha mu nu snh.

B.5 C PH CH PHIN
o Ch phin 1 - Culi Robusta
V ng hi gt, mi thm nh vi nc pha mu nu en.
o Ch phin 2 - Arabica v Robusta
Hng thm nh, v m v hi ng vi nc pha mu nu
en nht.
o Ch phin 3 - Arabica S
Hng thm nng nn, v m vi nc pha mu nu nht.
o Ch phin 4 - Arabica, Robusta, Catimor, Excelsa
Mi thm bn, m, v m v nc pha mu nu m.

22

o Ch phin 5 Culi Arabica

V m nh, t ng cho ngi thng thc.
o Ch phin 8 (Huyn thoi) - Arabica, Robusta, Excelsa
Hng thm du nh, hu v m v bn vi nc pha snh, mu nu m.
B.6 HT RANG XAY (11 loi)
Sn phm c ph nguyn ht lu gi tt c hng v ti nguyn em
n cho bn nhng tch c ph tht ngon c pha ch ngay sau khi xay. Dnh
cho nhng khch hng thch thng thc c ph Trung Nguyn trong mt
khng gian m p v ring t ngay ti nh ca chnh mnh. Mang hng v m
ca c ph truyn thng Vit Nam, Trung Nguyn em n cho bn nhng
khong li su lng trong mi ngy, mi gi vi nhng tng sng to trong
cuc sng
11 lai ht:
o Culi robusta
o Robusta arabica
o Aribica s
o Culi thng hng
o Culi arabica
o Robusta brazil
o Arabica eakmat
o Legendee
o Espresso Bun Ma Thut special
o Robusta spercial
o Robusta- arabica premium
23

C.Dng sn phm ph thng:

o Nu Sc sng (Loi 1)
o I Kht vng (Loi 2).
o S Chinh phc (Loi 3).
Nhm sn phm c ch bin t nhng ht c ph Arabica, Robusta,
Catimor, Excelsa ngon nht theo b quyt ring c o. Mi loi sn phm c
hng v c trng khc nhau, v thm nng v nc pha mu nu m, snh
rt c trng.
Thch hp cho nhng ngi c gu c ph m. c bit dng chung
vi sa s rt tuyt.
D.C ph ha tan G7:
D.1 C ph ha tan G7 3 in 1
Khi khng thi gian cho c ph rang xay Trung Nguyn, s la chn
tt nht chnh l c ph ha tan G7. c ch bin t ngun nguyn liu tt
nht vi cng ngh hin i v b quyt chit xut c bit, C ph ha tan G7
c hng v khc bit, m c v quyn r, ng gu thng thc c ph Vit
Nam.
G7 3in1 C ph ha tan s 1 Th thit t Bun Ma Thut (C c gp
2
ln)
Cht lc tinh ty t nhng ht c ph ngon nht Bun Ma Thut kt hp b
quyt ch bin khc bit gip c c gp hai ln, c ph G7 3in1 c khu v v
hng thm m m khng mt loi c ph ha tan no c c.
D.2 C ph G7 Ha Tan en
Khi khng c thi gian cho ly c ph rang xay Trung
Nguyn, G7 ha tan en (khng ng) chnh l la chn tt
nht c mt ly c ph en mnh m, m & thm ngon
mt cch nhanh chng, tin li.
SKUs: Hp 15 sachets x 2g
24

D.3 C ph ha tan G7 Cappuccino:

G7 Cappuccino c cht lc tinh ty t nhng ht c ph ngon nhtkt
hp bt kem v cc nguyn liu cao cp khc, cng vi b quyt c o ca
Trung Nguyn, mang n nhng ngi am m c ph mt loi c ph ha tan
Cappuccino c pha ch theo phong cch .
C 3 hng v bn la chn: Hazelnut, Irish Cream v Mocha:
o G7 Cappuccino Hazelnut:
G7 Cappuccino Hazelnut nh nhng, quyn r
l s ha quyn c o hng v nng nn ca ht
d v c ph ho hng ca vng t Bun Ma Thut
theo b quyt ch bin c o ca Trung Nguyn. .
o G7 Cappuccino Irish Cream:
Mi ru Liqueur thong nh, v kem thm ngt
ngo ha cng tinh cht c ph ti. G7 em n bn
tch c ph ha tan Cappuccino hng Irish Cream y
m say v khm ph.

o G7 Cappuccino Mocha:
S kt hp tinh t gia hng v socola m
v tinh cht ca nhng ht c ph thm ngon
nht to ra sn phm G7 Cappuccino hng Mocha nng nn v y c
tnh.
Hp 12 stick (18g)
D.4 G7 2in1 - Mnh cha phi l ng gu.
Mang hng v m , mnh m ca c ph rang
xay, v ng gu ngi Vit, c ph G7 2in1 (c ph v
ng) em n cho ngi thng thc mt ly c ph
en thm ngon mnh m tc th.
25

SKUs: Dy 10 sachets x 16g

Hp 15 sachets x 16
E. Passiona - C ph dnh cho phi p

Passiona c cng thc c bit v hng v quyn r c o vi hm lng

caffeine ph hp p ng gu thng thc c ph ca phi p. c bit, vi
b quyt ring ca cc chuyn gia c ph hng u, Passiona ln u tin s
dng ng n king v c b sung cc dng cht Collagen, Viatmin PP cng
cc loi tho mc Phng ng qu him gip ln da khe p, tt cho sc
khe.
L sn phm c bit ch c ti Trung Nguyn, Passiona em n cho ph
n s tnh to, tp trung v mt v p quyn r sng trn vi am m v
thnh cng trong cuc sng.

F.

C ph 777:

Lucky- arabica, robustaICA, ROBUSTA: (hp 250g v 500g)

Lucky-arabica, robustanc pha nu m.
Dng nng hoc l cch thng thc tt nht, thch hp
vi ngi snh c ph.
SKUs: 100g & 500g
Hero- arabica, rabusta( 100g va 500g)HERO - ARABICA, ROBUSTA:
(100g & 500g
Hng thm c ph t nhin, v m du m va vi
nc pha nu c trng.
Thch hp vi ngi mi thng thc c ph.
SKUs: 100g & 500g
Min- arabica, rabusta( 100g va 500g)A: (100g & 500g)

26

Hng thm c ph t nhin, v m vi nc pha

nu snh.
Ngon hn khi dng chung vi sa hoc , thch hp vi
ngi c gu thng thc c ph m .
SKUs: 100g & 500g
Victory- arabica, rabusta( 100g va 500g).- ARABICA, ROBUSTA: (100g
& 500g)
Hng thm c ph t nhin, v nng mnh vi nc pha
nu m snh.
Thch hp vi ngi c gu thng thc c ph m.
SKUs: 100g & 500g

b. Gi c (price).

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, nh:
Cht lng th khng phi bn, nhng gi ca G7 vn thp hn Nescafe 3-5%
to tnh cnh tranh.

G7 3in1 - Hp 20G7 3in1 - Bch 50G7 3in1 - Bch 24G7 ha tan en

sachets
sachets
sachets
Hp
|
15
Hp | 20 sachetsBch
|
50Bch
|
24gi 16,500 VND
42,500 VND
sachets 100,200 V sachets 49,600 V
ND
N

27

G7 3in1 - Hp 18G7
2in1G7
CappuccinoG7
Cappuccino
sticks
Hp
|
15Mocha
Hazelnut
Hp
|
18sachets 41,400 V Hp | 12 sticksHp
|
12
sticks 37,700 VN N
42,500 VN
sticks 42,500 VN

G7
Cappuccino
Irish
Cream
Hp
|
12
sticks 42,500 VN

Trung Nguyn s dng chin lc nh gi cao hn i th cnh tranh trong

mt s th trng nh Nht Bn; Anh.
Nht Bn l mt quc gia ni ting vi ngh thut tr o truyn thng,
bn cnh th ngi Nht cng bit n c ph t rt sm (nm 1800).
Chnh v vy Nht l mt th trng kh kht khe v "gu" thng thc.
Tuy nhin i l nhng quyn Trung Nguyn ti Nht Bn li n nh
mi tch c ph Trung Nguyn cao hn 50% so vi Stbucks v cao hn
25% so vi c ph ni a khc. v Trung Nguyn gt hi nhiu thnh
cng ti th Tokyo to nn bc nhy thn k cho Trung Nguyn trn

28

ng hi nhp, lm n by pht trin h thg nhng quyn mt

lot nc pht trin khc
i vi Anh p dng chin lc cao gi v ngi Anh c kh nng chi
tr cao , ch cn i hi sn phm c cht lng th h sn sng chi tr ,
vi li sn phm c ph Trung Nguyn trn th gii c thng hiu
ri .

c. Phn phi (place).

1.h thng knh phn phi.
H thng knh phn phi ca cng ty ch yu thc
hin qua knh trung gian. Do vy vic thit lp quan h
tt, ng thi kim sot c dng chy trong knh l
iu ht sc quan trng trong knh phn phi ca cng
ty. Chnh v iu ny chng ti xy dng mt h
thng knh phn phi v c nhng k hoch tt thc
hin n nhm mang li hiu qu ti a nh sau:
S h thng knh phn phi ca cng ty.

29

Biu 14: S knh phn phi ca cng ty

- Trung Nguyn thc hin phn phi sn phm hp l cho tng knh, cho
tng sn phm. tng th trng khc nhau.
- S phi hp, xen k cc knh vi nhau phn phi sn phm ti a ti tng
th trng.
2.Chnh sch phn phi
Ni n h thng phn phi ca Trung Nguyn th khng th khng nhc n
nhng quyn kinh doanh, mt chin lc gp phn to ln vo mng li
phn phi ca Trung Nguyn.
H thng qun nhng quyn ca Trung Nguyn ti TP.HCM:
Qun 07 Nguyn Vn Chim
a ch : S 07 Nguyn Vn Chim, P. Bn Ngh, Qun 1
Qun 603 Trn Hng o /a ch: 603 Trn Hng o, P cu kho, Qun
1
Qun H Tng Mu/a Ch : 50 H Tng Mu,P Bn Ngh, Qun 1
Showroom: a ch: 587 Nguyn Kim, Q.Ph Nhun
Qun Hai 349 B Trng/a ch: 349 Hai B Trng, P8, Q3.
Qun 26B L Li/a ch: 26B L Li, Q1
Qun 272 X Vit Ngh Tnh/a ch: 272 X Vit Ngh Tnh, P. 25, Q.
Bnh Thnh
Qun im 219 L T Trng/ a ch: 219. L T Trng, Q.1
Qun Ga Si Gn/ a ch: 01 Nguyn Thng, Q3
Qun C ph chiu th 7/ a ch: 37 Nguyn nh Chiu, Q3

30

 Qun Nguyn Vn C/ a ch: 104 Nguyn Vn C, P Nguyn C

Trinh,
Q1
H thng qun nhng quyn ca Trung Nguyn ti H Ni:
Hi qun sng to Trung Nguyn/ a ch: 36 in Bin Ph, Ba nh,
H Ni
Qun Th vin quc gia/a ch: 52 Hai B Trng, Hon Kim, H Ni
Nm 2006 Trung Nguyn cho ra i 500 siu th
miniG7 Mart- H thng phn phi G7mart c xy dng
da trn nn tng nhn lc, ti lc, gi tr thng hiu ca
Cng ty c ph Trung Nguyn v 70 trung tm phn phi
trn c nc gp thm vo h thng phn phi hng hu
ca Trung Nguyn.T y s pht trin thnh cc trung
tm thng mi, i siu th.
Trung Nguyn chin lc phn phi rng khp trn c nc nh l hnh thc
phn phi cc im bn l, cc i l, cc siu th v trung tm thng mi
trong c nc. Gi tr thng hiu ca Cng ty C ph Trung Nguyn v 70
trung tm phn phi trn c nc gp phn c ph mnh m h thng phn phi
ca Nguyn Trung.

Sau khi chinh phc nhanh chng th trng trong nc bng

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

d. Xc tin hn hp (promotion).
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Cc cng c ch yu ca chin lc xc tin:

1. Qung co:
Khai thc qung co min ph trn cc mng x hi o nh Facebook,
Youtube.
In qung co bng cc poster, banner rng ri trn th trng, lin h
qung co ti cc siu th, trung tm thng mi.
Ti tr cho cc cuc thi, hi ngh qung b sn phm
Qung co trn cc n phm trong v ngoi nc nh: Tip th v gia
nh, Tp ch truyn hnh, Ngi p Vit Nam, Tham gia hi ch
thng mi
2. Khuyn mi:
Trung Nguyn c nhng chng trnh khuyn mi va ph hp cho tng
giai on va ph hp cho chin dch lu di.
3. Quan h cng chng:
Trung Nguyn trin khai nhng k hoch PR kh thnh cng vi kt qu rt
r rang nh:
Trung Nguyn phi hp bo Thanh Nin, Hi Lin hip Thanh Nin Vit Nam
pht ng chng trnh Sng to v Thng hiu Vit.
Trung Nguyn cng i truyn hnh Vit Nam sng lp Qu u t Khi
ngun sng to cp vn cho cc thi sinh ot gii trong chng trnh Khi
Nghip ca VTV3. Hot ng ny nhm khuyn khch, to c hi cho th h tr
Vit Nam thc hin nhng d n, tng kinh doanh sng to, qua , gp
phn nui dng nhng ti nng kinh doanh tr cho t nc. S vn ti tr 2 t
ng.
Bn cnh , Trung Nguyn cn phi hp vi Bo Thanh Nin thc hin
chng trnh: "Nc Vit Nam ta nh hay khng nh". Pht ng "cuc chin
v thng hiu Vit" ca Trung Nguyn cng c nh gi cao. Trung Nguyn
vi chng trnh Xy dng thng hiu nng sn Vit Nam...
Trung Nguyn tham gia ti tr cc chng trnh:
o Ti tr chng trnh Ni vng tay ln v ngi ngho do bo H Ni Mi,
bo Si Gn Gii Phng, Bo Nng t chc t thng 6 n thng 7 nm
32

2004 Thng bo gii v ngi ngho. Trong chng trnh ny Trung Nguyn
ng h 1 t ng.
o Tham gia ng h nn nhn cht c mu da cam Vit Nam trong chng trnh
nhn o cu truyn hnh Chng ta khng v cm ca i truyn hnh Vit
Nam: 10 triu ng
o H tr chng trnh t thin Ni nhp tri tim thc hin phu thut tim
cho cc em nh b bnh tim bm sinh c hon cnh kh khn ca Hi ch thp
HCM: 40 triu ng...
Trung nguyn cn t chc chng trnh Ngy hi tuyt nh G7
qung b thng hiu vi 35000 ngi tham gia ngy hi ny.
Roadshow
4. Marketing trc tip
Li ch ca marketing trc tip:

1. Nhm ng mc tiu.
2. C nhn ho mi quan h mua bn.
3. To ra hnh ng.
4. Tng hnh chin lc.
5. o lng c kt qu.
Ngy nay marketing trc tip ch yu s dng cc cng c phng tin truyn
thng:
Nu nh trong Marketing truyn thng phng tin truyn thng c dng
ch yu l bo ch, radio, TV th trong tip th trc tip th phng tin truyn
thng ch yu c dng l gi th trc tip, gi in thoi, v vi cng ngh
thng tin by gi th cn c email, v internet
Vi h thng internet pht trin vt bc nh by gi hu ht cc cng ty u c
trang web ring cng ty c th qung b v mnh nt cch rng ri hn v
cng ty c phn c ph Trung Nguyn cng vy. Bn c th d dng tm cc
thng tin cn thit v cng ty qua website: trungnguyen.com.vn v c th ng
gp kin hay mua hng d dng m khng phi mt nhiu cng sc.
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