Phn tch chui gi tr ngnh c ph

VitNam, nhng gii php v chin

lc marketing pht trin th trng tiu
th trong v ngoi nc.

Gio vin hng dn: PGS.TS

Nguyn Duy Thnh
Sv: Nguyn Th Phng Anh
Lp: CNSH_B_K52

M u
nhng nm qua, c ph lun gi vai
tr l mt trong s t nhng mt hng
trng yu ca nn kinh t quc dn.
C ph ng vai tr rt quan trng trong
ngnh nng nghip ni ring v kinh t
quc dn ni chung ca nhiu quc gia
trn th gii.
Ti Vit Nam, c ph l mt hng xut
khu quan trng th hai sau go, to sinh
k v cng n vic lm cho hng triu
ngi tham gia vo cc khu khc
nhau trong chui ngnh hng c ph.
Trong

Phn tch chui gi tr ngnh c

ph VitNam, nhng gii php v
chin lc marketing pht trin th
trng tiu th trong v ngoi nc.

I. GII THIU VI NT V CY C PH

1. Lch s cy c ph
Khong 1000 nm trc,1 ngi thiopi ngu
nhin pht hin ra hng v tuyt vi ca 1 cy
l mc lng Capfa gn th Ethiopi.
T th k VI, do tc dng kch thch mnh m
m thi c coi l hin tng thn k, cy
c ph lan c sang Yemen, cc ncTrung Cn
ng v nhanh chng sang ARp (Arabica) do
c loi c ph tn l Arabica.
Th k XVI c ph vo Chu u, Chu , Chu
i Dng. Ging c ph Arabica do ngi H
Lan a vo Xrilanca, Clmbia v Java
(Innxia) nm 1670. Cui th k XVII, cy c
ph ng vng chc trn th gii.

2. Cc loi c ph
C
-

khong 25- 100 loi nhng quan trng nht

l:
C ph ch (Coffee Arrabica L) (65%)
C ph vi (Coffee canephora pirre) (35%)
C ph mt (Excelsa) : pht hin 1902 Ubangui
Chari.

3. ch li ca cy c ph

cng nghip thc phm

Dng trong y hc.
Mang li ngun thu nhp ln cho nn kinh t t
nc.
Gp phn bo v mi trng.
Trong

II. TNH HNH SN XUT

1.

Tim nng sn xut c ph ca Vit Nam.

Kh hu thun li
Th nhng thch hp cho s pht trin ca c
ph.
Ngun lao ng di do.
Vit Nam c kinh nghim gn 100 nm nay
v trng c ph.
c s h tr tch cc ca nh nc.

2. Cc ging c ph ch yu Vit Nam hin nay.

Ging Arabica (c ph ch): thm, ngon, du,

hm lng cafein c trong nhn khong 1-3%.
Ging Robusta (c ph vi) :chim ti 95%
din tch trng, lng cafein trong nhn khong
1,5-3%.

3. Din tch, nng sut, sn lng

3.1. Din tch

Din tch c ph qua cc nin v
Nin v

Din tch (ha)

S din tch tng so vi nin

v trc (ha)

1992 /93

140.000

1993/94

150.000

10.000

1994/95

215.000

65.000

1995/96

295.000

80.000

1996/97

350.000

55.000

1997/98

410.000

60.000

1998/99

460.000

50.000

1999/00

520.000

60.000

2000/01

500.000

-20.000

2001/02

540.000

40.000

Ngun: B Nng nghip v pht trin nng thn

3.2. Nng sut

Mt

iu m ngnh c ph Vit Nam ng t ho

l nng sut c ph Vit Nam c nh gi l
cao nht th gii, vt xa nng sut ca cc
nc sn xut c ph khc, k c nhng nc
lun dn u v sn lng nh Brazil, Colombia,
Indonesia.
Nng sut bnh qun qua cc giai on

Nm

1995 1996 1997 1998 1999 2000 2001 2002

Nng
14
sut(t/ha
)

14,4

15

15,2

16

20

21

Ngun: VINACAFE

22

3.3. Sn lng

Vit

Nam ng v tr th hai th gii v sn

lng c ph v ng u th gii v sn lng
c ph vi chim khong 18%
Nin v

Sn lng (tn)

S lng tng so vi nin

v
trc (tn)

1992/93

140.400

1993/94

181.200

40.800

1994/95

211.920

30.720

1995/96

236.280

24.360

1996/97

242.300

6.020

1997/98
1998/99

413.580
404.206

171.280
- 9374

1999/00

700.000

295.794

2000/01

900.000

200.000

2001/02

1.050.000

150.000

Ngun: Bo co VICOFA

III. CNG NGHIP CH BIN

Cng ngh ch bin c ph.
1.1. K thut ch bin c ph nhn
Phng php ch bin t:
l phng php ch bin vi cng ngh phc
tp, mang li nng sut v cht lng cao
nhng chi ph u t ln.
Phng php ch bin kh:
l phng php ch bin n gin, trong
phng php ny ch c mt cng on chnh
l lm kh c ph ti bng cch phi nng
hoc sy kh tch v
1.

1.2. Cng ngh ch bin

Nguyn liu qu ti
Phng php
t
Phn loi trong b

phng php kh
phi kh hoc sy

Xt ti

c ph qu kh

Phn loi c ph
Ngm ln men
Ra sch
Lm ro nc
Phi kh hoc sy
C ph thc kh
Lm sch tp cht
Xt kh
nh bng c ph nhn
Phn loi c ph

2. Tnh hnh ch bin c ph Vit Nam

xy dng cc xng ch bin kh hon chnh

vi cng ngh hin i.
Sn lng c ph tng gp nhiu ln.
Phn ln cc nh ch bin u thuc loi nh,
va vi nng xut 3000 tn/ nm.
70% sn lng c ph c s ch phn tn ti
cc gia nh vi phng php th cng.
Vic thu hi din ra lu, khu vn chuyn chm
nn d lm hng c ph dn n nh hng
n cht lng.
Cht lng c ph t chun cn km.

III. TNH HNH THNG MI

1.

Tnh hnh tiu th trong nc

Mi nm nc ta sn xut c > 1 triu tn
c ph, trong khi mc tiu dng c nc ch
khong 56.000 tn, chim cha n 6% tng
sn lng c ph.
Tiu th bnh qun 0,64 kg/ ngi/ nm.
Vit Nam ang y mnh tiu th ni a tng
7% n 10% sn lng mi nm.

1. Tnh hnh tiu th trong nc

chc nhng s kin kch cu tiu dng ni

a:L hi c ph c t chc (2 nm mt ln),
tun l c ph v lng ghp hat ng kch cu
c ph trong nhiu hat ng vn ha, du lch
nhng tnh hnh khng c ci thin nhiu.
Mi vng, min u c vn ha tiu dng c ph
ring ca mnh nh ngi min Nam th thch
thng thc c ph ngoi qun v ung c ph
vi hm lng va phi, ngi min Bc li
thch nh,ung c ph c nng m c.

Tiu th c ph VN theo VLSS lng c ph bt trung

bnh c nc 0,2 kg/ ngi/nm 2004
Thnh th
Nng thn

0.40
0.35
0.30
0.25
0.20
0.15
0.10
0.05
0.00

1998

2002

2004

Lng c ph bnh qun u ngi trong gia nh

(ngi tiu th c ph) kg/ngi/nm
1.80

1998

1.60
1.40

2002
2004

1.20
1.00
0.80
0.60
0.40
0.20
0.00

Ngho
nht

Ngho

Trung
bnh

Kh

Giu

Chung

TIU TH C NHN TRONG GIA NH 2004

1400

TP HCM

1200

H Ni

1000
800
600
400
200
0
Khngbao
gi

V i
cc/nm

13
cc/thng

14
cc/tun

46
cc/tun

1cc/ngy

23
cc/ngy

Khc

2. Th trng xut khu c ph ca Vit Nam

Vit

Nam ng th 2 trn th gii v lng c

ph xut khu chim 95% sn lng xn xut
trong nc.
Vit Nam tr thnh nc ng u Chu v
xut khu c ph v ng th nht th gii v
xut khu c ph Robusta.
th trng xut khu :Ty u, ng u, Chu ,
Nga, Php, M, Singapore, Nht Bn, Hn
quc

TH TRNG XUT KHU C PH VIT NAM 9 THNG U NM 2003

Nc

9T/02

9T/03

Tng KN
(%)

Tng KN
(USD)

Lng
(tn)

Kim ngch
(USD)

Lng
(tn)

Kim ngch
(USD)

81.399

33.014.535

78.983

54.243.273

+64,3%

+21.228.738

66.559

25.752.903

65.976

45.215.560

+75,6%

+19.462.657

Ty Ban Nha

32.892

12.671.088

41.125

27.613.772

+117,9%

+14.942.684

Italia

33.981

14.064.795

34.353

24.195.740

+72,0%

+10.130.945

Php

21.260

8.681.738

28.451

19.492.391

+124,5%

+10.810.653

Anh

33.820

12.503.316

25.669

17.311.128

+38,5%

+4.807.812

Ba Lan

19.756

8.157.572

24.498

16.627.686

+103,8%

+8.470.114

Hn Quc

17.876

7.161.964

23.682

16.210.982

+126,3%

+9.049.018

Nht Bn

31.448

13.541.898

18.373

13.996.500

+3,4%

+454.602

H Lan

23.964

9.202.421

20.259

13.771.287

+49,6%

+4.568.866

32.857

13.886.988

17.390

12.057.395

-13,2%

-1.829.593

Philppin

19.004

8.262.620

17.222

11.434.963

+38,4%

+3.172.343

Thy S

30.672

11.048.129

14.837

10.142.167

-8,2%

-905.962

Singapo

13.091

5.082.728

9.729

6.577.232

+29,4%

+1.494.504

Cc th trng khc

35.223

13.840.828

77.722

54.127.481

+291,1%

+40.286.653

Tng cng

543.945

213.891.206

498.269

343.017.557

+60,4%

+129.126.351

3. Gii php cho cc doanh nghip

3.1. Gii php v vn.

Vay vn ca cn b cng nhn vin di hnh
thc gp vn, vay vi li sut u i hoc c th
vay t qu phc li.
Tn dng vn ca ngi sn xut, khuyn khch
h tham gia gp vn bng sn phm hoc cho
cng ty mua chu vi li sut thch hp.
Huy ng vn ca x hi thng qua pht hnh
tri phiu, c phiu
Tranh th ngun vn h tr ca Nh nc.
Tham gia lin doanh, lin kt vi cc n v trong
v ngoi nc.

3.2. Tng cng hot ng marketing, m rng th trng

a.

T chc cng tc thm d, tm hiu th trng

y l mt yu cu bt buc i vi bt k
mt doanh nghip no.
thm d th trng thnh cng, doanh
nghip cn dnh mt khon tin nht nh
mua thng tin, c cn b trc tip sang tm
hiu th trng.
Nm bt tt th trng v ngi tiu dng a
ra cc chnh sch u t hp l.

b. y mnh cc hot ng xc tin, khuch trng sn phm

Khuch trng sn phm: qung co,cc hot

ng ym tr, xc tin bn hng
M rng hot ng qung co c ph Vit
Nam vi th gii vi thng tin trung thc, hnh
nh hp dn gy n tng.
M thm cc ca hng gii thiu sn phm,
vn phng i din nc ngoi.
T chc hi ngh khch hng nh k theo
tng ma v, tham gia cc hi ch trin lm.
y mnh hot ng trc v sau bn hng:
hng dn s dng, kim tra cht lng sau
bn hng.

3.3. a dng ha sn phm

dng ha chng loi mt hng, c bit l

mt hng c cht lng cao.
Ch trng ti vn ha, iu kin t nhin ca cc
vng min khc nhau.
Xut khu c c ph nhn sng v ch bin.
Sn xut c ph ho hng (Gourmet Coffee) v
c ph hu c (Organic Coffee).
a

3.4. Xy dng thng hiu cho mt hng c ph Vit

Nam
Cht

lng c ph Vit Nam khng thua km g

c ph Braxin, nhng v khng c thng hiu
nn khng th cnh tranh c.
Vit Nam l nc xut khu c ph ln th hai
th gii nhng ti nay vn cha c thng hiu
v c ph.
Cn xy dng mt chng trnh mang tnh quc
gia tn vinh cc thng hiu Vit Nam v xy
dng uy tn ca nhn hiu Vit Nam.
Xy dng lng tin hn i vi sn phm c ph
ca Vit Nam.

Kt lun
C ph l mt hng xut khu ch lc ca
Vit Nam.Vic y mnh sn xut v xut
khu c ph lun l mi quan tm, l mc tiu
lu di ca chng ta.
Tuy nhin vic pht trin sn xut c ph
mt cch qu nhanh, ng thi vi s bin ng
mnh ca gi c th trng c ph th gii, lm
cho chng ta ang gp rt nhiu kh khn.
Thc t i hi chng ta phi c nhng chnh
sch, cng c marketing, k hoch ng n
nhm hn ch nhng kh khn, a ngnh c
ph Vit Nam thc s tr thnh mt ngnh hng
kinh t mi nhn trong thi k u ca s
nghip CNH-HH t nc.

TI LIU THAM KHO

1. K thut nghip v ngoi thng.

2. Marketing PGS_TS Trn Minh o NXBthng k
HN1998.
3. Marketing quc t - Nguyn Cao Vn NXB gio dc
1997.
4. Marketing quc t Vin kinh t bu in NXB bu in nm 1999.
5. Marketing cng nghip H Thanh Lan
6. Marketing cn bn Philip-Kotler Nh xut bn thng
k H Ni 1994
7. Qun tr Marketing Philip Kotler.
8. Pht trin xut khu thi k 2001- 2005 B
Thng Mi.
9. Qun tr doanh nghip thng mi NXB gio dc
1998.