1.

Phn tch vic bn sn phm ( nhung )

a.

Cc c im khc bit ca sn phm v doanh nghip

(1) (2) c. a. c.

im khc bit hu hnh, im khc bit v hnh im ring bit/ khng ring bit ca sn phm

b. V tr trong suy ngh ca khch hng Li th v bt li (quan im ca khch hng) Nhng t ph v cng ngh Nhng vn k thut hoc dch v 2. Nghin cu v pht trin sn phm b. K hoch pht trin/ ci tin sn phm

Phn mt: phn tch vic bn sn phm: * im khc bit ca sn phm, doanh nghip: 1. Khng ging nh nhng thng hiu c ph ang c mt trn th gii, Trung Nguyn mang n cho th trng mt phong cch mi, l cng thc c ph c bit nht cha tng c: nguyn liu tt + cng ngh cao + b quyt phng ng + quan im mi v c ph. -B quyt phng ng: TRUNG NGUYN c cc tp on hng u th gii chuyn giao v cng ngh, thn thin vs mi trg, b quyt phng ng l s pha trn nhng tho dc qu him, ngun nng lng c bit t qu v cc cht ph gia c bit trong qu trnh rang xay. -Quan im mi v c ph: TRUNG NGUYN ko ch coi l mt thc ung thng thng, m l thc ung cho tr no, mt ngun nng lng sng to cho tng lai. 2. Cc dch v ca TRUNG NGUYN: bn b quc t bit nhiu hn n c ph Vit, cng nh cho cc tn ca c ph c ni thng thc nim am m ca mnh, TRUNG NGUYN cho m nhiu a im trong nc v nc ngoi nh Singapore, M, Nht... hay nh ti VIT NAM c Lng c ph ta lc trn khu t rng 20.000m2 thuc p.Tn Li tp Bun Ma Thut, c bit l Hi qun Sng to TRUNG NGUYN - 36 in Bin Ph HN: khch trong nc v quc t n vi Hi qun khng ch bi cnh

quan p, n tng, c ph ngon cch bi tr m cht vn ha v tm hn Vit, m qua Hi qun, ngi nc ngoi mun thng thc hng v c ph VIT NAM v VIT NAM c th qung b c ph vs th gii. Ni y tr thnh khng gian c bit ngta c th gp g, tri nghim su hn v vn ha c ph, tn vinh cc gi tr tinh thn, vn ha, kch thch sng to... Cc tr thc cng coi y l mt im sh vn ha, ngh thut, trng by cc tc phm hi ha, nhip nh, iu khc. 3. Hnh thc kinh doanh ca TRUNG NGUYN: Nhng quyn kinh doanh TRUNG NGUYN l ngi u tin p dng m hnh nhng quyn thng hiu ti VIT NAM v c th ni t c nhng thnh tu to ln trong nhng giai on u tin xy dng v pht trin m hnh mi m ny: - Nm 2000 l nm nh du s pht trin bng s hin din ti HN v ln u tin nhng quyn thng hiu n Nht Bn. - Nm 2001: TRUNG NGUYN c mt trn khp ton quc v tip tc nhng quyn t Singapore v tip theo l Campuchia, Thi Lan. Ngy nay, vs khong 1000 qun c ph nhng quyn, TRUNG NGUYN lun em n cho ngi thng thc nhng tch c ph hng u VIT NAM ti bt k a im qun nhng quyn Trung Nguyn no. 4. Sn phm phong ph v c o: - Vi mong mun mang n mt sn phm chuyn cho ph n, TRUNG NGUYN cho ra i dng sp c ph ha tan Passiona chuyn cho phi p ln u tin v duy nht ti VIT NAM: C ph ha tan Passiona l sp c bit ch c TRUNG NGUYN. y l thnh qu ca 9 nm nghin cu mit mi vs nhiu kh khn bi s khc bit c o trong cng thc v qu trnh ch bin khng ch i hi cng ngh hin i, m cn nhng b quyt ring ca cc chuyn gia hng u v c ph. Ln u tin v duy nht ti VIT NAM, c ph ha tan Passiona s dng ng n king v c hm lng cafein ph hp gu thng thc ca ph n cng nh m bo tt cho sc khe. S ra i ca c ph ha tan Passiona c ph chuyn cho phi p c cng thc c o l s t ph ca ngnh c ph VIT

NAM vs s tin phong ca TRUNG NGUYN. Hn na, vs tn gi Passiona xut pht bi t ting anh Passion mang ngha am m, Passiona gi gm thng ip am m l m sng hng n thc y, c v cuc sng thnh cng v hnh phc cho ph n ngy nay. ng thi Passiona c k hiu vit tt bi ba ch ci P.S.A - i din cho s kt hp ca am m Thnh cng Kht vng (Passion Success Ambition). - C ph chn, ngun nguyn liu rt qu him t chn hng ch c VIT NAM v Indonesia. Sn lng ca ton Ty Nguyn cng ch khong 150kg mi nm, gi ti 3000 USD/kg. Loi c ph ny dnh ring bn vs gi cc t cho s rt t khch hng giu sang. - C ph sng to 1, 2, 3, 4, 5. * V tr trong tm tr ca khch hng: TRUNG NGUYN xy dng c cho mnh mt hnh nh nht nh trong tm tr khch hng, nhc n TRUNG NGUYN, ngta thng ngh ngay n thng hiu c ph s mt VIT NAM. Thi im nhng nm 2000-2002, Trung Nguyn xc lp ra mt th vn ha c ph mi Vit Nam: c ph sang trng, thun Vit, m bn sc Ty Nguyn v khi ngun sng to. Khng ch c th, Trung Nguyn cn mang trong mnh kht vng ln: a thng hiu mnh tr thnh mt trong nhng thng hiu ni ting trn ton cu. iu ny r rng khng n thun mang ngha ca hot ng kinh doanh m cn hm cha c hoi bo, kht vng ln lao ca mt th h thanh nin Vit Nam bit sng, cng hin v lp thn, lp nghip. ng Nguyn V khi dy kht vng trong mi ngi dn VIT NAM. Mt tng lp tr thc tr chp nhn thng hiu v cc qun c ph TRUNG NGUYN tr thnh nhng trung tm quan trng ca x hi. Tuy nhin, Trung Nguyn ch thc s rc r trong mt thi gian rt ngn ri bng chc thng hiu ny li nht nha ngay trn chnh con ng h ang i v c ngay trong tm tr ca khch hng.

Thi im Trung Nguyn khi s nm 1996 ti Vit Nam, nhng m hnh kinh doanh c ph thc s b bn l rt him hoi. Do vy, nhng khi nim v u t hay xy dng thng hiu thc s l rt xa l v l mt iu g xa x. Nhng Trung Nguyn lc , nhng ngi sng lp hng c ph ny bit to ra mt m hnh kinh doanh mi v y sng to. y chnh l yu t khi thy cho tt c thnh cng ca Trung Nguyn sau ny. Trung Nguyn bit vn dng linh hot v sng to cc chin lc marketing t nh v bng hnh nh qua vic to ra khng gian i chng mang m m hng Ty Nguyn: khch hng c th va thng thc hng v c ph ngon va c th tn mt nhn thy tng ht c ph c rang xay mt cch ti tnh. khch hng cm nhn c hi th ca ni rng Ty Nguyn qua tng hnh nh, cch bi tr, mu sc, m nhc, phong cch n mc ca nhn vin,... cho n cc chin lc khng ngng ngh xy dng thng hiu nh to ra mt menu phong ph gm 8 loi c ph t s 1 n s 8 nhm p ng s a dng trong la chn ca khch hng. TRUNG NGUYN cn ch n h thng nhn din thng hiu ca mnh, vs tn thng hiu Trung Nguyn, gip ngta lin tng n x s c ph VIT NAM c ph Bun Ma Thut, Ty Nguyn, mt slogan hm cha tinh thn sng to.Ngoi ra TRUNG NGUYN cn tn dng u th ca truyn thng a ra nhng TVC qung co sng to,... v hiu qu ca ln sng ny l v cng ln, gn nh lc ni n c ph, khch hng lp tc ngh n Trung Nguyn. Thng hiu TRUNG NGUYN lc l s 1 trong tm tr khch hng! Tip theo thnh cng , TRUNG NGUYN tin vo th trng Nht Bn, Singapore, Nga v rt nhiu quc gia khc Vi thng hiu c ph c VIT NAM ngng m, TRUNG NGUYN bc u thu c nhng thnh cng bn ngoi t nc. Cng vs s may mn, TRUNG NGUYN ging nh mt o qun gp phI mt cnh ng y lng thc v tha h gt m khng c bt k cn ngi no! Nhng tng cu chuyn thnh cng y s cn c tip tc. Nhng thi gian vn trI I v cu chuyn y c nhiu thay i. Bt u t s thiu nht qun ca h thng i l (sau ny l h thng nhng quyn), n gi c, ri n hnh nh thng hiu, cht lng

sp, cho n cung cch phc v. Tt c nh l mt cuc thi tht v gi tm ra gi tr tht, hnh nh tht ca TRUNG NGUYN m ngi hI chnh l khch hng vn cha sn sng cho cuc chI ny. Do , kt qu ca cuc thi ny n nay vn l mt n s. Theo thi gian, tinh thn sng to ca TRUNG NGUYN ngy cng kh nhn ra. Gi y TRUNG NGUYN ch cn ng li tng tam tr khch hng l c ph ngon. M t hn mi ngi u d ng vs nhau rng: trong thi i m n b mt sn xut my bay cn b nh cp th cng thc ch bin c ph ngon s khng cn c quyn v khng c nhiu ngha. Do vy, khi nh mt yu t quan trng ca tnh cch thng hiu l sng to, t TRUNG NGUYN chn cho mnh mt con ng kh trong tng lai.