CNG TY CP TRUNG NGUYN

GVHD: HONG TH THY

Khi ngun sng to

Cng ty C phn cafe ha tan Trung Nguyn

Gii thiu chung v Tung Nguyn: 1. Gi thiu chung: Vo nm 1996, bn doanh nghip tr vi mt tm nhn ca vic to ra mt thng hiu c ph ni ting, nn thnh lp Cng ty C ph Trung Nguyn v gii thiu c ph ch thc Vit Nam trn th gii. 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. 2. Lch s hnh thnh v pht trin: vo 16/06/1996: Khi nghip Bun Ma Thut (Sn xut v kinh doanh tr, c ph ) Nm 1998:Trung Nguyn xut hin TP.HCM bng khu hiu Mang li ngun cm hng sng to mi v con s 100 qun c ph Trung Nguyn. Nm 2000: nh du s pht trin bng s hin din ti H Ni v ln u tin nhng quyn thng hiu n Nht Bn
I. SVTH: BI VN NGH

CNG TY CP TRUNG NGUYN

GVHD: HONG TH THY

Nm 2001: Trung Nguyn c mt trn khp ton quc v tip tc nhng quyn ti Singapore v tip theo l Campuchia, Thi Lan Nm 2002: Sn phm Tr Tin ra i Nm 2003: Ra i c ph ha tan 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 VN, 121 nh phn phi, 7000 im bn hng v 59,000 ca hng bn l sn phm Nm 2005: Khnh thnh nh my rang xay ti Bun Ma Thut v nh my c ph ha tan ln nht Vit Nam ti Bnh Dng vi cng sut rang xay l 10,000tn/nm v c ph ha tan l 3,000tn/nm. t chng nhn EUREPGAP (Thc hnh nng nghip tt v Cht lng c ph ngon) ca th gii. Chnh thc khai trng khu du lch vn ha Tr Tin Phong Qun ti Lm ng. Pht trin h thng qun c ph ln n con s 1.000 qun c ph 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, Ucarine, 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 hi ngh APEC 2006 Nm 2006: nh hnh c cu ca mt tp on vi vic thnh lp v a v hot ng cc cng ty mi. u t v xy dng pht trin h thng phn phi G7Mart ln nht Vit Nam v xy dng, chun ha h thng nhng quyn trong nc, y mnh pht trin nhng quyn quc t. Ra mt cng ty lin doanh Vietnam Global Gateway (VGG) c tr s t ti Singapore. S ra i ca h thng ca hng tin li G7Mart vo ngy 5/8/2006 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 n 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 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. S thnh cng ca tun l vn ha c ph 2007 gp phn nng cao nhn thc ca ngi dn v vai tr v tm quan trng ca c ph, l tin cho cc l hi v c ph trong tng lai. Nm 2008 Khai trng h thng qun nhng quyn mi Vit Nam v quc t, khnh thnh Lng c ph Trung Nguyn ti BMT. Nm 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:
SVTH: BI VN NGH

CNG TY CP TRUNG NGUYN

GVHD: HONG TH THY

-Dch chuyn t chiu rng sang chiu su -u t v ngnh -Pht trin h thng nhng quyn trong nc v quc t 3. 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. Kt ni v pht trin nhng ngi yu v am m c ph trn ton th gii. 4. Gi tr ct li v gi tr nim tin: Ga tr ct li. Khi ngun sng to v kht vng ln. Pht trin v bo v thng hiu. Ly ngi tiu dng lm tm. Gy dng thnh cng cng i tc. Pht trin ngun nhn lc mnh. Ly hiu qu lm nn tng. Gp phn xy dng cng ng. Gi tr nim tin: C ph em li sng to v lm cho th gii tt p hn. C ph l nng lng ca nn kinh t tri thc. C ph mang li s sng to, hi ha v pht trin bn vng. 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 trong nm 2007. Hin nay tp on bao gm cc cng ty: Cng ty C Phn TM&DV G7 (G7Mart), Cng ty Vietnam Global Gateway (VGG) v cc cng ty sn xut c ph Hin nay, cng ty Cp caf ha tan Trung Nguyn ang kinh doanh dng sn phm chnh l c ph ha tan G7, c ph ha tan passiona v c ph 777. Tp on c mc tiu pht trin mt mng li knh phn phi ni a thng sut, bao gm khong 100 nh phn phi ni a hng u trn 64 tnh thnh t nay n 2010, song lnh vc ch o ca Tp on Trung Nguyn vn l mt hng c ph. Cng ty c phn Trung Nguyn v cng ty C phn TM&DV G7 (G7Mart) ang ro rit chun b l trnh ln sn giao dch chng khon ti Vit Nam v Singapore.
SVTH: BI VN NGH

CNG TY CP TRUNG NGUYN

GVHD: HONG TH THY

Ngoi ra, Trung Nguyn s 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 trong nm 2007. Hin nay, cng ty Cp caf ha tan Trung Nguyn ang kinh doanh dng sn phm chnh l c ph ha tan G7, c ph ha tan passiona. c ph ha tan G7 c 4 sn phm sau: sannr phm c ph ha tan G7 3in1, C ph ha tan en, C ph ha tan G7 Cappuccino. C ph ha tan Pasiona- y l mt loi c ph mi chuyn dnh dnh cho phi p. 6. Nhn lc: 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 ng 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. Di 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. 7. phn tch mi trng kinh doanh ca Cty c ph Trung Nguyn: im mnh: 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. Do m bo mc gi vn chuyn v thu mua l thp nht. Yu t thng hiu Vit (li th sn nh): c ph ha tan l sn phm tiu dng dng khng cn cng ngh cao, c mua v dng v tnh tin dng. v vy, nu gi c cht lng thuyt phc c ngi tiu dng th yu t tnh cm s ng gp nhiu vo quyt nh mua hng. c bit trong cuc chin gia G7 v Nes caf, bng vic thng thuc, thu hiu vn ha ca ngi tiu dng bn x, t ch ng trin khai th trn v bt i th phi chi theo cch ca mnh. Tinh thn dn tc v yu t vn ha l mt th lc rt ln trong tip th. Trung Nguyn pht huy c sc mnh khi tp hp c s ng h ca chnh
SVTH: BI VN NGH

CNG TY CP TRUNG NGUYN

GVHD: HONG TH THY

ngi tiu dng Vit Nam. Vic s dng nhng ht c ph ca t rng Ty nguyn truyn thng lm sn phm c ph ha tan mang phong cch Vit nh vo tm l khch hng ngi Vit Nam dng hng Vit Nam. Cht lng sn phm p ng c nhu cu th hiu ca ngi Vit nam, Trung Nguyn khng nh c cht lng c ph ha tan ca mnh v c ngi tiu dng kim chng. vi c ph c lm t ht c ph ca vng t bazan Ty nguyn rt thch hp vi gu thng thc c ph ca ngi Vit. ng thi nhanh chng nm bt nhu cu ca khch hng v cho ra i nhiu sn phm c ph vi nhiu hng v khc nhau, m hng v Vit. Bn cnh Trung Nguyn cn i ng pht trin th trng nng ng v chnh bn thn ca nhng ngi khi nghip trc tip truyn la am m sn phm n nhng ngi kinh doanh. im Yu: H thng nhng quyn ca Trung Nguyn t,thiu nht qun v ang b vt qu tm kim sot,do khng m bo s ng nht v to phong cch ring cho Trung Nguyn. S thay i lin tc h thng bng hiu, mu sc, kiu dng, bao b lm cho s vn hnh ca h thng vn chm chp nay cng lng tng v kt qu l trn th trng tn ta nhiu hnh thc nhn din khc nhau lm cho khch hng khng th nhn bit u l Trung Nguyn tht, u l gi, u l Trung Nguyn nhng quyn , u l Trung Nguyn cp 1. S thay i nhn s lin tc lm cho Trung Nguyn mt dn i tnh n nh v nim tin ca chnh nhng ngi ang lm trong cng ty. Tp on Trung Nguyn c qu nhiu d n v tham vng trong cng mt thi im cng l nguyn nhn gy phn tn ti lc, vt lc, nhn lc v vy cng ty Cp C ph Trung Nguyn khng c hon ton tp trung u t cng c cng nh phat trin tht tt hot ng kinh doanh ca mnh. C hi: 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 cn thnh lp hip hi c ph iu hnh v phat 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. S gia nhp WTO, ngnh c ph Vit Nam c bc chuyn mnh mi c bit c ph Trung Nguyn c bit n khng ch trong nc m cn c trn th trng nc ngoi, to thm nhiu nh hng pht trin. i vi sn phm c ph ha taon y c xem l mt sn phm tin dng, ng c khng cao nn nng lc thng lng ca khch hng l thp.

SVTH: BI VN NGH

CNG TY CP TRUNG NGUYN

GVHD: HONG TH THY

Nhn trung, trong nhng nm ti Trung Nguyn vn nm trong danh sch cc cng ty hng u v caf Vit Nam. C nhiu c hi v li th thu ht vn v hp tc vi nc ngoi hn. Thch thc: 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 it cho hot ng kinh doanh ca Trung Nguyn,c bit l trong hot ng thu mua nguyn liu. Nguy c mt th phn vo tay cc i th cnh tranh ng gm ca Trung Nguyn nh Nescafe ca Nestle,Vinacafe ca cng ty CP caf Bin Ha, Vinamilk caf ca cng ty CP sa Vit Nam-Vinamilk, Maccoffe ca Food Empire Holadings. Sn phm thay th a dng nh: caf phin v gn y s xut hin ca caf lon ha tan: Caf lon Birdy do cng ty Ajinomoto Vit Nam phn phi, Caf lon ha tan VIP ca cng ty Tn Hip Pht, Caf lon ha tan ca Nesstle. 8. thnh tu t c: Hun chng lao ng Hng III do Ch Tch nc trao tng nm 2007 Bng khen ca Th tng chnh ph cho doanh nghip c thnh tch nhiu nm lin c bnh chn danh hiu Hng Vit Nam cht lng cao, gp phn vo s nghip xy dng x hi ch ngha v bo v t quc nm 2007. Gii thng Nhng quyn quc t 2007 do t chc FLA Singapore (Franchise and Licensing Association) t chc thng nin nhm tn vinh nhng cng ty c hot ng nhng quyn xut sc ti quc gia tham d. 10 nm lin t danh hiu Hng Vit Nam cht lng cao (2000 2009) Gii thng hiu ni ting Vit Nam nm 2006 do Phng thng mi v cng nghip Vit Nam cp. Gii thng hiu mnh Vit Nam nm 2006 do Thi bo Kinh t Vit Nam phi hp Cc xc tin thng mi (B thng mi) t chc. Gii thng Sao Vng t Vit nm 2003 v 2005 do Hi doanh nghip tr Vit Nam trao tng. Hun chng lao ng hng III do Ch tch nc trao tng nm 2003. II. I TH CNH TRANH:

1. Nescafe ca Nestle:

SVTH: BI VN NGH

CNG TY CP TRUNG NGUYN

GVHD: HONG TH THY

L nhn hiu c ph ha tan hng u trn th gii vi b dy lch s 70 nm. Nescafe l kt qa ca mt cuc nghin cu v pht trin ko di by nm lin trong phng th nghim Thy S cua Nestle vo nhng nm 1930 ca th k trc. T n nay, thng hiu ny vn tp trungvo nhng sng to t ph trong vic thng thc c ph. Nm 1994, h pht minh ra quy trnh gi nguyn hung thm, mt ci tin cht lung quan trng cho cc loi c ph ung lin. Nhng sng to t ph ny m bo cho v th hng u ca thng hiu Nescafe trong th trng c ph ung lin ca th gii. y cng l thng hiu ca nc ung ln th 2 ca th gii sau coca-cola, vi khong 3000ly ung mi giy. ti th trng Vit Nam thng hiu ny tr nn quen thuc vi hu ht mi ngi v mt trong nhng thng hiu c th phn cao ti Vit Nam. hin nay, Nescafe c mt nh my sn xut c ph ha tan vi cng sut 1000tn/nm cho php cng ty c kh nng p ng mt cch tt nhtnhu cu ca ngi tiu dng. 2. Vinacafe ca cng ty CP caf Bin Ha: Bt u i vo sn xut t nm 1797, sn phm ca Vinacafe ch yu xut khu theo ngh nh th sang cc nc ng u v Lin X c. Th trng trong nc cn qu xa l vi sn phm loi ny. Tuy nhin, bc sang c ch th trng, ng trc mi trng cnh tranh mi, ban lnh o Vinacafe xc nh hng i ring cho mnh l tp trung pht trin th trng c ph ha tan. Vinacafe cng bit tn dng li th sn nh khi ch trng vo vic tuyn truyn, qung b sn phm. Chua y 10 nm, Vinacafe pht trin quy m ln gp hng chc ln. vi nh my sn xut c ph ha tan vi cng sut 3000tn/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 Nescafethif Vinacafe c th xem l i th cnh tranh ng gm nht m Trung Nguyn phi i mt trong giai on hin nay. 3. Caf Vinamilk ca cng ty Cp sa Vit Nam-Vinamilk: Sau mt th gian nghin cu, tm hiu khu v v thi quen ung c ph ca ngi tiu dng Vit Nam, cng ty CP sa Vit Nam-Vinamilk cho ra i sn phm Vinamilk c ph ha tan mi, p ng gu thng thc c ph ca ngi Vit l c ph ha tan c hng v m nh c ph phin truyn thng. Vi tm huyt to nn sn phm c ph ha tan c bit ngon vi hng v m ca c ph phin Vit Nam, Vinamilk mnh dn u t mt nh my c ph hin i vi tng vn u t gn 20 triu Usd, trn din tch khun vin ti 60.000m2 ti

SVTH: BI VN NGH

CNG TY CP TRUNG NGUYN

GVHD: HONG TH THY

Bnh Dng. Nh my c cng sut 15.000tn/nm, c trang b mt dy truyn sn xut c ph cc k hin i mi cng on. Mc d trc y, ngi ta ch bit n Vianmilk 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 c ph ha tan ln u tin xut hin trn th trng vo thng 7/2006. Mc d 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 ch ng ca mnh trn th trng ny. 4. Maccoffee ca maccoffe ( Singapore): Nhng nm u ca thp k 90 chng kin nhng chuyn bin mang tnh cch mng Vit Nam. theo kip bc tin ca thi i, Food Empire Holding 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 3trong1 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. Trong nhng nm qua, ngi tiu dng la chn Maccoffee v hng v m , cht lng tuyt ho ca Maccoffee v bu chn cho Maccoffee l c ph ha tan s 1 ti Vit Nam. 5. Sn phm thay th: c ph lon ha tan: Trong nhng nm gn y,ngoi nhng sn phm c ph rang xay v caf ha tan thng thng, ngi tiu dng Vit Nam bt u lm quen vi sn phm caf ng lon c th ung ngay m khng cn pha ch. Loi sn phm ny thu ht c nhiu ngi v tnh tin dng v ph hp vi cuc sng hin i lun bn rn. Caf lon ha tan Birdy: Birdy l sn phm c ph ng lon mong phong cch hin i c lm t nhng ht c ph thng hng. Ti Thi Lan, c ph lon Birdy do cng ty Ajinomoto phn phi l thng hiu c ph ng lon s 1 gn 20 nm. hin ti, sn phm cng ang c bn ti Indonesia v Campchia. Sn phm c mt trn th trng Vit Nam t nm 2008, do cng ty Ajinomoto phn phi. Caf ha tan VIP:

SVTH: BI VN NGH

CNG TY CP TRUNG NGUYN

GVHD: HONG TH THY

Ngy 15/11/2009 va qua, cng ty Tn Hip Pht tip tc tung ra th trng sn phm c ph VIP- c ph sa thm ngon trong chai nha tin dng. Hng n mt phong cch ring khi thng thc c ph-phong cch VIP, vn l hng v quen thuc ca c ph phin truyn thng nhng khng mt nhiu thi gian, tp on Tn Hip Pht a n cho ngi s dng s hi lng v t ho v mt hng v Vit trong sn phm caf VIP. Caf lon ha tan Nestle: Nhn thc c nhu cu ca ngi tiu dng Vit Nam i vi c ph ung lin c hng v m ca c ph Ty Nguyn, t hn hai nm trc, cng ty Nestle Vit Nam bt u nghin cu v u t sn xut c ph ng lon. Vi nhng cng ngh pha ch ni ting ca Chu u, s dng ngun nhin liu cht lng cao qua s chn lc k lng ca h thng kim sot cht lng ca Nestle ti nh my ng Nai. n nay, nhng sn phm NESCAFE ng lon u tin Made in Vit Nam ra i.s III.Chin lc Marketing v i th cnh tranh: 1. Chin lc Marketing: Sn phm: Bng c tnh yu v s dam m c ph mnh lit nht, nhng ht c ph nguyn gc v tt nht th gii c cht chiu, chn la mt cch t m kt hp vi nhng b quyt rang xay huyn b phng ng, Trung Nguyn gi n nhng ngi yu v snh c ph hn c mt ly c ph thm ngon, quyn r bc nht m cn l mt nng lng c bit. Ngun nng lng cho s khi ng ca tr no, cho cm hng ca nhng tng sng to v cho nhng thnh cng. Ngy nay, cng vi s pht trin khng ngng ca khoa hc k thut, i sng ca ngi dn Vit Nam cng khng ngng c ci thin, nhu cu tiu dng ngy cng cao. c bit, nhu cu v s dng c ph ang gia tng nhanh chng. C th ni, vic thng thc c ph tr thnh mt nt vn ho ca ngi Vit Nam. Nm bt c c hi ny, Tung Nguyn khng ngng ci tin k thut to ra rt nhiu loi sn phm c hng v v c trng ring p ng nhu cu a dng ca khch hng trong v ngoi nc. Cc sn phm c ph ha tan ca Trung Nguyn khng ch l nhng sn phm c gi tr tiu dng n thun m cn l minh chng th hin kht vng ln, t duy t ph, s sn sng i u v cnh tranh trc tip vi cc thng hiu n t cc cng ty a quc gia bng tinh thn sng to ca ngi Vit. Cng ngh hin i v duy nht ch c trong qu trnh sn xut c ph ha tan ca Trung Nguyn l kh nng chit xut c o: ch ly nhng phn tinh ty nht ch c trong tng ht c ph cho ra i sn phm c ph ha tan vi hng v khc bit, m c v y quyn r. Chnh nhng c bit trn v ang to nn
SVTH: BI VN NGH

CNG TY CP TRUNG NGUYN

GVHD: HONG TH THY

s khc bit ring cho c ph ha tan m khng mt sn phm m c ph ha tan no trn th trng c c. Hin nay, cng ty Cp caf ha tan Trung Nguyn ang kinh doanh dng sn phm chnh l c ph ha tan G7, c ph ha tan passiona. c ph ha tan G7 c 4 sn phm sau: sn phm c ph ha tan G7 3in1, C ph ha tan en, C ph ha tan G7 Cappuccino. C ph ha tan Pasiona- y l mt loi c ph mi chuyn dnh dnh cho phi p. tuy nhin ta thy y l mt phn khc nh trn th trng c ph do s c mt ca rt nhiu sn phm c ph p ng nhu cu th hiu ca ngi tiu dng. c bit c ph 3in1 l thc ung gia nh ph bin, t ngi cao tui, ph n hay gii vn phng, sinh vin u d tm c sn phm gn vi s thch ca mnh. V th cng ty caf ha tan Trung Nguyn a ra loi c ph passiona. 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. c bit, vi cng ngh hin i m bo Passiona lu gi c trn vn hng v nng nn, quyn r ca c ph th thit, em n cho phi p tinh thn tnh to, tp trung theo ui v thc hin tt cc cng vic trong cuc sng. Sn phm c ph G7: Chit xut trc tip t nhng ht c ph xanh, sch, thun khit t vng t bazan huyn thoi Bun Ma Thut kt hp b quyt khc bit ca c ph ti v cng ngh sn xut hin i nht Vit Nam, Trung Nguyn em n cho bn sn phm c ph ha tan G7 thm ngon v m . G7 l sn phm c ph ha tan duy nht c chn phc v cc nguyn th quc gia ti ASEM 5 G7 3 in 1 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 , ng gu thng thc c ph Vit Nam m khng mt loi c ph
SVTH: BI VN NGH

CNG TY CP TRUNG NGUYN

GVHD: HONG TH THY

ha tan no c c. y l sn phm ngy cng c a chung, rt tin dng cho nhu cu thng thc c ph ha tan ca s ng cng chng.

-G7 2 in 1 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. Vi cu khu hiu Mnh cha , phi ng gu, c ph ha tan G7 2in1 l i th ng gm ca bt k sn phm c ph ha tan tng t no, cho d c xut x t u. - G7 ha tan en
SVTH: BI VN NGH

CNG TY CP TRUNG NGUYN

GVHD: HONG TH THY

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 v thm ngon mt cch nhanh chng, tin li. y l sn phm khng th thiu cho nhu cu thng thc c ph hng ngy ca nhng ngi yu c ph nhng khng c qu nhiu thi gian ra qun hoc t pha cho mnh mt ly c ph theo phng php truyn thng. G7 Cappuccino c xng tng l N hong ca c ph th gii. G7 Cappuccino baogm cc sn phm: G7 Cappuccino Hazelnut, G7 Cappuccino Irish Cream v G7 Cappuccino Mocha. G7 Cappuccino Hazelnut: Hng v 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. 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. 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. Qua kho st nhng ph n thch ung c ph u cho rng hng v ca Passiona vn nht nho. V vy nn Trung Nguyn khng ngng tng cng v c ph mnh hn p ng nhu cu ca ngi thng thc. Dng sn phm c ph lon pha sn vn cn mi m v y tim nng trn th trng Vit Nam. Loi sn phm ny thu ht c nhiu ngi v tnh tin dng v ph hp vi cuc sng hin i lun lun bn rn. tuy nhin, cho n nay cc sn phm c ph ung lieennf ng lon ti th trng Vit Nam hu ht l nhng sn phm nhp khu v ch c mt s cc nhn hiu sn phm c ph lon sn xut trong nc l Nestle, Birdy v Vip. Trung Nguyn c kh nng cnh tranh vi ccacs nhn hiu ny nu ra mt dng sn phm c ph lon mi, t nht thng hiu ni ting Trung Nguyn c th nh bi Birdi v Vip tip tc cnh tranh vi i th ln l Nestle. Chin lc a dng ha sn phm cng l cch m rng th trng cho thng hiu Trung Nguyn.

SVTH: BI VN NGH

CNG TY CP TRUNG NGUYN

GVHD: HONG TH THY

2. Gi sn phm: i vi gi th trng trong nc ca cc sn phm nguyn liu khc nhau ph hp vi i tng khc nhau thng thc c ph. Nht Bn l mt quc gia ni ting vi ngh thut tr o truyn thng, bn cnh th ngi Nht cng bit n caf 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 gi mi tch c ph Trung Nguyn cao hn 50% so vi Starbucks v cao hn 25% so vi cc c ph ni a khc. V Trung Nguyn gt hi c thnh cng ngay ti th d ToKyo to nn bc nhy thn k cho Trung Nguyn trn ng hi nhp,lm n by pht trin h thng nhng quyn mt lot cc nc pht trin khc 3. Xc tin c ng: Khai thc kh nng qung co min ph trn mng x hi o nh facebook, ngoi li th v vn ti chnh l li th Facebook dang l mng x hi ln nht th gii vi hn con s thnh vin ln n hn 250 triu thnh vin, cng vi lng truy cp ln n 340 triu lt mi thng. Ngai ra Trung Ngoi ra Trung Nguyn cn chn mua bn quyn mt bi ht tht ph hp vi gi tr ch o m Trung Nguyn mong mun truyn t v a vo qung co, on qung co ny s c pht thng xuyn vo nhng khung gi vng trn truyn hnh, nhng giai iu s tr thnh linh hn cho qung co cng nh thng hiu v gy n tng su sc cho ngi xem. Hat ng qung co ca trung nguyn l khng nhiu, hiu qu tht s m Trung Nguyn t c l nh PR-quan h cng chng da trn nn tng gi tr ct li m cng ty hng n.Trung Nguyn thi hn dn tc vo logo v slogan ca mnh, cao tnh t tn dn tc trong tng sn phm. Trung Nguyn thc hin nhng cuc tuyn truyn bi bn nhm vn ng tinh thn v ku gi s ng h ca cc i l, nh phn phi v ngi tiu dng. Cng ty ny m u bc th ng gi ngi tiu dng bng cu "knh tha qu ng bo" v nhng li l rt tha thit khi gi tinh thn dn tc. Chnh v vy m Trung Nguyn nhanh chng c c lng tin ca ngi tiu dng. 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
SVTH: BI VN NGH

CNG TY CP TRUNG NGUYN

GVHD: HONG TH THY

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: 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 2004 Thng bo gii v ngi ngho. ng thi, trong chng trnh ny Trung Nguyn ng h 1 t ng. 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 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... Ngoi ra Trung nguyn cn t chcchong trnh Ngy hi tuyt nh G7 qung b thng hiu. vi vai tr thng tr, Nescafe p t khu v caf ca ngi nc ngoi cho ngi tiu dng Vit Nam. Trong cc din c xc lp kh vng chc , G7 vo cuc bng nhng chiu thc rt mnh m v bt ng. Trong n to bo l mi ngi tiu dng th mi sn phm trong chng trnh Ngy hi tuyt nh G7 c t chc vi quy m ti Dinh Thng Nht. Hn na 35000 ngi tham gia ngy hi ny. Ti y, Trung Nguyn mi ngi tiu dung ung th hail y c ph ha tan, mt ca G7, mt ca Nescafe (ngi tiu dung khng c cho bit nhn hiu trc khi ung) v so snh xem h thch sn phm no hn. Trc khi tin hnh cuc th nghim c ph ny, Trung Nguyn gi th thong bo cho Nescafe v sn sng cho mt v kin nu c. Kt qu ca cuc th mi cho bit c 89% ngi tiu dung chn G7 v 11% chon Nescafe. Trung Nguyn thng li hon taonf trong chin dch ny. Mt "n to bo khc: Trung Nguyn t chc ung th c ph G7 ngay trong cao c ni Nescafe t tng hnh dinh, ri nhng roadshow tip th rm r ca G7 ng lot trn cc thnh ph ln v c nc Tuy nhin, trc mt i th qu mnh v c tim lc ti chnh, kinh nghim v uy th, Trung Nguyn xc nh "chin thut" chnh l hng vo tri tim v tinh thn ca ngi tiu dng Vit Nam. Trc khi cuc chin chnh thc din ra,
SVTH: BI VN NGH

CNG TY CP TRUNG NGUYN

GVHD: HONG TH THY

Trung Nguyn thc hin nhng cuc tuyn truyn bi bn nhm vn ng tinh thn v ku gi s ng h ca cc i l, nh phn phi v ngi tiu dng. Cng ty ny m u bc th ng gi ngi tiu dng bng cu "knh tha qu ng bo" v nhng li l rt tha thit khi gi tinh thn dn tc. ng thi, Trung Nguyn cng hon ton "nh bi nga", trnh by rt r cho cc i l, nh phn phi ca mnh bit nhng im mnh, im yu v c nguyn vng ca mnh trong mong mun c ng h, c ng hnh nh mt thng hiu Vit Nam ang i tin phong. n "gi G", cng ty cho fax ng lot cc bc th ng n cc i l ca mnh... 4. 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. 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. y l chin lc phn phi ca cng ty Trung Nguyn m hu nh tt c c doanh nghip hin nay du p dng sn phm v thng hiu cu mnh tip xc vi khch hng nhanh chng. 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
SVTH: BI VN NGH

CNG TY CP TRUNG NGUYN

GVHD: HONG TH THY

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

SVTH: BI VN NGH