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I HC KINH T NNG
KHOA QUN TR KINH DOANH

BI TP NHM CHIN LC MARKETING

TI: GII THIU TNG QUAN V TP ON TRUNG NGUYN V PHN TCH SBU

GVHD: TS. Nguyn Xun Ln Lp hc phn: MKT_01 DS Nhm 10: 1. ng Quc V 2. Hong Th Thu Huyn 3. Phm Th Cm Lai 4. Trn Th Thu Tho 33K12 33K12 33K12 33K12

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MC LC
MC LC...............................................................................................................................2 Tng quan..............................................................................................................................3 Phn tch SBU:.......................................................................................................................5 Gii thiu v SBU: .............................................................................................................5 Tng quan v th trng cafe ho tan ti Vit Nam:...........................................................5

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GII THIU TP ON TRUNG NGUYN V PHN TCH SBU: CNG TY C PHN CAF HA TAN TRUNG NGUYN
Tng quan 1. Gii thiu s lc v Trung Nguyn:

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.

2. Lch s hnh thnh v pht trin: 16/06/1996: Khi nghip Bun Ma Thut (Sn xut v kinh doanh tr, c ph) 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. 2000: nh du s pht trin bng s hin din ti H Ni v ln u tin nhng quyn thng hiu n Nht Bn

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2001: Trung Nguyn c mt trn khp ton quc v tip tc nhng quyn ti Singapore v tip theo l Campuchia, Thi Lan 2002: Sn phm Tr Tin ra i 2003: Ra i c ph ha tan G7 v xut khu G7 n cc quc gia pht trin 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. 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 2,000tn/nm. 2006: nh hnh c cu ca mt tp on vi vic thnh lp v a vo hot

ng cc cng ty mi: G7 Mart, Truyn thng Nam Vit, Vietnam Global Gate Way.

2007: Cng b trit l c ph v khi ng d n Th ph c ph ton cu ti

Bun Ma Thut

2008: Khai trng h thng qun nhng quyn mi Vit Nam v

quc t, khnh thnh Lng c ph Trung Nguyn ti BMT.

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. 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.

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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. 4. Gi tr ct li: 1. Khi ngun sng to 2. Pht trin v bo v thng hiu 3. Ly ngi tiu dng lm tm 4. Gy dng thnh cng cng i tc 5. Pht trin ngun nhn lc mnh 6. Ly hiu qu lm nn tng Phn tch SBU: Gii thiu v SBU:

Hin ti Tp on Trung Nguyn c 6 n v thnh vin v cng l 6 SBU ca Tp on. y nhm chn SBU l Cng Ty CP caf ha tan Trung Nguyn. Hin nay, Cng ty CP caf ha tan ang kinh doanh dng sn phm chnh c ph ho tan G7, c ph ho tan passiona v caf 777. - C ph ha tan G7 c 4 sn phm sau Sn phm c ph ha tan G7 3 in 1.
-

C ph G7 Ha Tan en. C ph ha tan G7 Cappuccino. C ph ha tan G7 2 in 1.

C ph ha tan Passiona: mt loi c ph mi chuyn dnh cho phi p. C ph 777.

Tng quan v th trng cafe ho tan ti Vit Nam:

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y l mt th trng tim nng vi 1/3 tng nhu cu tiu dng c ph trong c Trc nm 2003 th trng c ph ho tan Vit Nam cn kh ngho nn v

nc. chng loi sn phm v t c nh u t quan tm , lc ch c 2 ng ln chim lnh th trng l Nescafe ( Nesle) v Vinacafe. Trong , Nescafe l k thng tr vi th phn chim gn 60% ton th trng. Vi v th tuyt i ca Nescafe, ngi tiu dng b p t cht lng, khu v sn phm v khng c nhiu la chn khc. ng sau Nescafe khi y l Vinacafe vi 38,45% th phn. 5,6 % th phn cn li l khong trng dnh cho cc thng hiu khc. Nhng k t khi Cng ty CP cafe Trung Nguyn tung ra sn phm caf ho tan G7 vo ngy 23/11/2003 th th trng Vit Nam k t lc bt u din ra si ni hn khi Trung Nguyn lin tc a ra cc chin lc Marketing thu ht nhiu khch hng v chnh thc tuyn b i u trc din vi Nescafe ca Nestle. tham gia vo cuc chi ny nhiu thng hiu quyt nh u t ln nh

VinaCafe vi mt nh my c ph ho tan 20 triu USD, vi cng sut 3.000 tn/nm, Trung Nguyn th c mt dy chuyn sn xut c ph ho tan G7 ln ti 10 triu USD, cng sut 2.000 tn/nm... Ngoi nhng tn tui kinh doanh c ph ho tan quen thuc nh NesCafe (Nestle), VinaCafe, G7 Coffee (Trung Nguyn)... cui nm 2006 th trng xut hin thm cc nhn hiu mi nh Vinamilk cafe (Cng ty CP Sa VN - Vinamilk), Maccoffee (Food Empire Holding). K t lc , chic bnh ca th trng c ph ha tan c chia li. Nh vy, tnh cho thi ti thi im hin nay trn th trng cafe ha tan Vit Nam c chnh thc 5 cng ty ln tham gia vo th trng ny nh sau: Nelse, Trung Nguyn , Cty c phn C ph Bin Ha, , Cng ty CP sa Vit Nam- Vinamilk, Food Empire Holding v cc cng ty nh khc.
1. Phn tch m hnh nm lc lng cnh tranh:

3.1. Nh cung cp:

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- 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. 3.2. Khch hng: - Khch hng l mt p lc cnh tranh c th nh hng trc tip ti ton b hot ng sn xut kinh doanh ca ngnh. - i vi sn phm caf ha tan y c xem l mt sn phm tin dng , ng c khng cao nn nng lc thng lng ca khch hng l thp. 3.3 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:
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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.

3.4. i th cnh tranh tim tng:

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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. 3.5. Sn phm thay th: - Sn phm v dch v thay th l nhng sn phm, dch v c th tha mn nhu cu tng ng vi cc sn phm dch v trong ngnh. - Bn cnh vic s dng caf ha tan, hin nay ngi tiu dng cn c s la chn khc l caf phin v gn y s xut hin ca caf lon ha tan. a) Caf lon ha tan: Trong nhng nm gn y, 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. Ni n caf lon ha tan chng ta c nhc n cc sn phm sau: Cafe lon Birdy do cng ty Ajinomoto Vit Nam phn phi, c mt trn th Cafe lon ha tan VIP ca cng ty Tn Hip Pht tung ra th trng vo ngy Cafe lon ha tan ca Nestle.

trng t nm 2008. 15/11/2009.

b) Cafe rang xay : Caf rang xay l sn phm th 2 c th thay th cho caf ha tan. Trn th trng hin nay c rt nhiu loi caf rang ca nhiu cng ty nh: caf bt ca Trung Nguyn, caf Moment ca Vinamilk
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2. Mc tiu kinh doanh : trng. a thng hiu cafe ha tan Trung Nguyn ra th trng th gii. Chinh phc th trng ni a vi tham vng tr thnh nh dn o th

5. Phn tch li th cnh tranh: - l 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 ho 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 ho 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 ngi tiu dng VN. Vic s dng nhng ht caf ca t rng Ty nguyn truyn thng lm sn phm caf ha tan mang phong cch vit nh vo tm l khch hng ngi Vit nam dng hng Vit Nam - C mt h thng knh phn phi rng khp : xc nh sn phm c ph ho tan l mt mt hng mang tnh tin dng cao. Trung Nguyn pht trin knh phi vi 121 nh phn phi, 7000 im bn hng v 59,000 ca hng bn l sn phm. 1000 ca hng tin li v trung tm phn phi G7Mart trn ton quc. - Ngoi ra mt li th gip Trung Nguyn ng vng trn th trng chnh l cht lng sn phm, Trung nguyn khng ng cht lng c ph ho 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.
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6. Th trng mc tiu : Sn phm c ph ha tan Trung Nguyn vi a dng chng loi sn phm , hng n mi i tng khch hng ln trong nc v ngoi nc Trung Nguyn cho ra i cc chng loi sn phm p ng cc gu thng thc c ph khc nhau v d nh c ph ha tan G7 c cc loi m, m va, m hn. c bit hin nay Trung Nguyn cn cho ra i sn phm c ph ha tan Passiona hng n th trng ph n am m thng thc c ph. Mt v d na v vic a dng ha sn phm c ph ha tan l c ph ha tan 777, ly tng t hnh tng chic my bay Boeing 777 vi s mnh m cng kh nng chinh phc khng trung, vt qua nhng hnh trnh di xuyn lc a.R rng 777 ang nh vo th trng mc tiu l gii tr nng ng, sng to thch khm ph, a mo him, chinh phc th gii. 7. 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 snphm tin dng Mt sn phm m hng v Vit .

8. Marketing mix 4P: a) Sn phm: - Vi mc tiu chinh phc th trng ni a , Trung Nguyn chinh phc ngi tiu dng Vit Nam bng cc sn phm c ph ha tan lm t ht cy c ph ca vng t bazan Ty Nguyn mang hng v c trng khc hn Nescafe, hay Vinacafe. - Sn phm c ph ha tan Trung Nguyn a dng , phong ph p ng nhiu gu thng thc c ph khc nhau . c bit , sau nhiu nm nhin cu v tm hiu nhu cu khch hng , cng ty cho ra i sn phm c ph Passiona vi hm lng c
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ph va phi , c kt hp vi nhiu loi tho mc gip cho ch em ph n tha mn c nhu cu thng thc c ph ng thi vn gi c ln da p mn mng - Vic ng gi thit k bao b cng th hin c s chuyn nghip ca Trung Nguyn trong vic lm Marketing , tuy nhin gn y th khch hng c nhiu kin khng tt i vi v bao ca sn phm c ph Passiona - G7, 777 nhng ci tn ny tuy khng gn n vi ch caf nh Nescaf hay Vinacaf thc s nhm cng khng thc s bit r y l mt u im hay mt nhc im nhng theo quan im ca nhm th n li to mt s khc bit , n khng phi l mt sn phm c ph thng thng m cn th hin c kht vng, nim tin v c tnh ca ngi thng thc. b) Gi: Trung Nguyn nh v gi cho sn phm c ph ha tan; - Sn phm c ph ha tan so vi i th canh tranh khng c s chnh lch ng k mt sn phm gi Vit nhng cht lng quc t. c) Phn phi: - Nh ni phn trn Trung Nguyn pht trin knh phn phi ca mnh rng khp bng chui i l phn phi , cng cc ca hng bn l c mt trn khp 64 tnh thnh . Vi vic tin phong trong vic p dng m hnh kinh doanh nhng quyn , m hnh m trc y lm cho thng hiu Trung nguyn tr nn ni ting, y chnh l G7. M hnh ny khng nhng p dng trong nc m cn nc ngoi - Vi vic xc nh li th cnh tranh chnh l nh khu phn phi , Trung Nguyn to bo xy dng h thng G7 Mart phn phi ton b cc sn phm ca cng ty, a sn phm c ph Trung Nguyn n gn hn vi ngi tiu dng . d. C ng ,truyn thng: Trung Nguyn s dng nhiu cng c truyn thng nh qung co truyn hnh, bo i, bn hng trc tip nhng ci mang li thnh cng ln nht cho Trung nguyn l PR. Trc y vo khong t nm 2003-2007, th hu nh ngy no cc
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trang bo vit v bo in t u nhc n Trung Nguyn . Trung Nguyn gy ch vi bo gii cng nh khch hng vi cuc chin gia Trung Nguyn v Nescaf V Trung Nguyn chn mt i th truyn kip l Nescaf, mt cng ty nc ngoi ang chim th phn ln nht Vit Nam lc , v n c coi l cuc chin V thng hiu Vit vi kht khao a thng hiu Vit snh ngang tm vi thng hiu nc ngoi Khi qung co ,G7 tung ra thng ip "B quyt khc bit c ph ti chnh gc Bun Ma Thut" v c ph ca Trung Nguyn l "Gip suy ngh mnh hn". Nescafe chuyn i thng ip l "Ngon hn, v c ph mnh hn". G7 tip tc tung ra thng ip "V c ph cc mnh" v "G7 - B quyt khc bit c ph ti ca chuyn gia c ph hng u". V trong cuc chin ny tt nhin c ph Trung Nguyn l i nh v c khn gi i nh ng h v theo di nh theo di mt trn bng . V lin tc ci tn Trung Nguyn xut hin trn tt c cc mt bo . Cng vi n Trung Nguyn thc hin nhiu hot ng PR khc nh: -Chng trnh xy dng thng hiu nng sn Vit Nam. -Ngy hi tuyt nh G7, dng th sn phm (dlind test) vi 89% ngi tham gia chn G7. -Roadshow ti tng hnh dinh Nestl.

III/ KT LUN: - Vi chin lc ca mnh, Trung Nguyn xy dng mt thng hiu trong tm tr khch hng trong mt khong thi gian kh ngn ch sau 2 nm thnh lp. Trong thi gian u Trung Nguyn a ra lin tc nhiu chiu thc truyn thng c o v to bo khi dm tuyn b i u trc tip vi i gia Nescafe, tuy nhin chin lc Marketing m Trung Nguyn thc hin ch man tnh cht di bom, khng c mt k hoch lu di. K t n nay, Trung Nguyn a ra c bt c hnh ng no nhm pht trin thng hiu ca mnh nh tuyn b ban u.
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- Vic xy dng h thng phn phi G7 vi mc ch l a sn phm ca Trung Nguyn n tay ngi tiu dng mt cch nhanh nht v tin dng nht. Tuy nhin gi tr v hiu qu mang li l khng ng k so vi nhng g Trung Nguyn b ra. - Trung Nguyn c nguy c dn dn mt i uy tn khi m khng th kim sot ht cc hot ng ca i l nhng quyn.

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