I> Mi trng vi m ca cafe trung nguyn 1.

Cc yu t v lc lng bn trong doanh nghip

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. 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 c Lc 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.

3. 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 12-2011, 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.

4. Khch hng
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.

5. Cc i th cnh tranh
5.1: 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: a) 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. b) 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. c) 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. d) 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 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. 5.2. 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.

6. Cng chng trc tip