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GVHD:Th.s Phm Vit Hng

LI M U
1.Tnh cp thit ca ti.
Mi ngi dng c ph Vit Nam, chc hn ai cng tng t nht mt ln nghe nhc n danh t C ph TRUNG NGUYN. y l mt thng hiu c ph ni ting khng ch trong nc m cn gy c ting vang ln cc th trng nc ngoi kh tnh nh M, Trung Quc, Nht, EU. Trung Nguyn ni ting vi cc dng sn phm cao cp nh: Legendee, Classic Blend, Diamond Collection sn phm trung cp nh: ht rang xay, c ph ch phin, House blend, Gourmet blend, c ph sng to, Passiona, sn phm ph thong nh: Nu sc sng, I Kht vng, S Chinh phc, v c bit nht vi dng sn phm c ph ha tan G 7 c 89% ngi tiu dung bnh chn yu thch hn so vi 11% chn Nescafe. Ln u tin mt thng hiu trong nc dm thch u vi mt thng hiu quc t, ni ting ton cu. C ph ha tan G7 c bit n vi cc loi: G7 3 trong 1, G7 2 trong 1, G7 ha tan en, c ph ha tan G7 Cappuccino. Trc nhu cu thng thc c ph ngy cng cao v tinh t ca ngi tiu dng trong nc v quc t. Sau khi tm hiu th hiu ca ngi tiu dng v thi trng. p ng nhu cu Trung Nguyn sau mt thi gian nghin cu cho ra i sn phm c ph ha tan G7 5 trong 1 mi, b sung cho dng sn phm c ph ha tan G7 hin c trn th trng.

2. Mc ch nghin cu.
Vic nghin cu mt sn phm c ph ha tan G7 mi khng nhm mc ch no khc, ngoi vic p ng nhu cu thng thc c ph ca ngi tiu dng v to ra s phong ph, a dng sn phm cho ngi tiu dng la chn sn phm hp vi gu c ph ca chnh mnh.

3. i tng v phm vi nghin cu.

Bi tiu lun tp trung nghin cu th hiu ngi tiu dng v phng thc a sn phm c ph ha tan G7 5 trong 1 ra th trng v n vi ngi tiu dng.

4. Phng php nghin cu.

Bi tiu lun c xy dng da trn kt qu tm hiu thc t th hiu ca ngi tiu dng vi cc sn phm c ph ha tan G7. V thc tin ca th trng c ph trong nc v quc t.

5. D kin ng gp ca ti.
Vi mc ch cui cng mang n cho ngi tiu dng sn phm tt nht m bo sc khe v li ch v mt kinh t.Chng ti tin tng rng vi dng sn phm c ph ha tan G7 5in1 s to c mt bc ph mi trn th trng trong nc ni ring v nc ngoi ni chung v loi c ph ha tan ny

6. Kt cu ca ti.
Chng 1: Ngi tiu dng v sn phm c ph ha tan G7. Chng 2: Sn phm c ph ha tan G7 5 trong 1. Chng 3: a sn phm ra th trng.
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Chng 1 Ngi tiu dng v sn phm c ph ha tan G7

1.1/ Gii thiu s lc v Trung Nguyn. Ra i vo gia nm 1996- Trung Nguyn l mt nhn hiu c ph non tr ca Vit nam, nhng nhanh chng to c uy tn v tr thnh thng hiu quen thuc i vi ngi dng trong nc v quc t. Ch trong vng 10 nm, t mt hng c ph nh b nm gia th ph c ph Bun Ma 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 v thng mi dch v G7, cng ty truyn thng v bn l Nam Vit 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, Ba Lan, Ukraina, Campuchia. Sn phm c ph ha tan G7 c xut khu n 43 quc gia trn th gii v cc th trng trng im nh M, Trung Quc. Bn cnh Trung Nguyn cn xy dng c h thng hn 1000 ca hng tin li v Trung Nguyn tm phn phi G7 Mart trn ton quc. * Qu trnh hnh thnh v pht trin: - 1996: Khi nghip: 16 thng 6 ti Bun ma Thut (kinh doanh tr v c ph).

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- 1998: Trung Nguyn xut hin Tp. H Ch Minh bng cu khu hiu Mang li ngun cm hng sng to mi. - 2000: Hin din ti H Ni v ln u tin nhng quyn thng hiu n Sigapore, Trung Nguyn l cng ty Vit Nam u tin p dng m hnh nhng quyn thng hiu trong nc v quc t. - 2001: Cng b cu khu hiu mi: Khi ngun sng to, v Trung Nguyn c mt ti tt c cc tnh thnh Vit Nam, tip tc nhng quyn thnh cng ti Nht Bn, Thi Lan, Campuchia... - 2003: Ra i sn phm c ph ha tan G7 bng s kin th m ti Dinh Thng Nht (vi 89 % ngi tiu dng chn G7 l sn phm yu thch hn so vi 11% chn Nescafe). Ln u tin mt thng hiu Vit Nam thch u vi mt thng hiu ni ting ton cu. - 2004: M thm qun c ph Trung Nguyn ti Nht Bn, mng li 600 qun c ph ti Vit Nam, 121 nh phn phi, 7000 im bn hng v 59000 ca hng bn l sn phm - 2005: Cng nghip ha hot ng sn xut. Khnh thnh nh my c ph rang xay ti BMT v nh my c ph ha tan ln nht VN ti Bnh Dng vi cng sut rang xay l 10,000tn/nm v c ph ha tan G7 ph ha tan l 3,000 tn/nm. t chng nhn EUREPGAP (Thc hnh nng nghip tt v Cht lng c ph ngon) ca th gii. 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. 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 Gateway. - 2006: 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

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Vit Nam chnh thc tr thnh thnh vin ca WTO. Xut khu sn phm n hn 43 quc gia trn th gii. Cng b trit l c ph v khi ng d n Th ph c ph ton cu ti Bun Ma Thut - 2007: 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. - 2008: Khai trng h thng qun nhng quyn mi Vit Nam v quc t, khnh thnh Lng c ph Trung Nguyn ti Bun Ma Thut. 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. - 2009: Cc mc tiu ngn hn v di hn :Thng lnh th trng ni a, chinh phc th trng th gii: + Dch chuyn t chiu rng sang chiu su. + u t v ngnh. + Pht trin h thng nhng quyn trong nc v quc t. * 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: Kt ni v pht trin nhng ngi yu v am m c ph trn ton th gii. - Gi tr ct li: 1. Kht vng ln. 2. Tinh thn quc gia, tinh thn quc t. 3. Khng ngng sng to, t ph.
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4. Thc thi tt. 5. To gi tr v pht trin bn vng. - Gi tr nim tin: 1. C ph em li sng to. 2. C ph l nng lng ca nn kinh t tri thc. 3. C ph lm th gii tt p hn. 1.2/ Cc sn phm ca c ph ha tan G7. G7 khng ch l mt sn phm, mt thng hiu c ph ho tan m G7 cn l mt minh chng cho mt kht vng ln, mt li 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 chnh tinh thn qut khi cng s thng minh v mu tr ca ngi Vit mi. Sn phm c ph ho tan G7 chnh l s hi t ca nhng g tt nht, c bit nht ca th gii. C ph c thu mua t nhng vng nguyn liu tt nht, cng ngh sn xut hin i bc nht th gii kt hp vi nhng b quyt pha ch huyn b Phng ng. Cng ngh hin i v duy nht ch c trong qu trnh sn xut ra G7 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 s khc bit ring cho c ph ha tan G7 m khng mt sn phm m c ph ha tan no trn th trng c c. 1.2.1/ C ph ha tan G7 2 trong1 Mnh cha , phi ng gu G7 2in1 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. Sn phm : - Dy 10 sachets * 16g - Hp 15 sachets *16g

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1.2.2/ C ph ha tan G7 3 trong 1. Khi khng thi gian cho c ph rang xay Trung Nguyn, s la chn tt nht chnh l c ph ha tan G7. c ch bin t ngun nguyn liu tt nht vi cng ngh hin i v b quyt chit xut c bit, C ph ha tan G7 c hng v khc bit, m c v quyn r, ng gu thng thc c ph Vit Nam. G7 3in1 C ph ha tan s 1 Th thit t Bun Ma Thut. (C c gp 2 ln) 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 m khng mt loi c ph ha tan no c c. Sn phm : - Hp 18 sticks * 16g - Hp 20 gi * 16g - Ti 24 gi * 16g - Ti 50 gi * 16g - Dy 10 gi * 16g 1.2.3/ C ph G7 ha tan en. 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. Sn phm: Hp 15 sachets * 2g 1.2.4/ C ph ha tan G7 Cappuccino. G7 Cappuccino c cht lc tinh ty t nhng ht c ph ngon nhtkt hp bt kem v cc nguyn liu cao cp khc, cng vi b quyt c o ca Trung Nguyn, mang n nhng ngi am m c ph mt loi c ph ha tan Cappuccino c pha ch theo phong cch . Nhng ngi am m c ph Cappuccino nay c thm mt la chn: Vi G7 Cappuccino, khng cn phi n qun vn c ngay 1 tch c ph ha tan Cappuccino mi lc mi ni, rt tin li.
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C 3 hng v bn la chn: Hazelnut, Irish Cream v Mocha. Bun Ma Thut. * G7 Cappuccino Hazelnut. G7 Cappuccino Hazelnut 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 M 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 vi tinh cht c ph ti. G7 mang n cho bn mt tch c ph ha tan Cappuccino hng Irish Cream y m say v khm ph. * G7 cappuccino Mocha. G7 cappuccino Mocha, s kt hp tinh t gia hng v Socola m v tinh cht ca nhng ht c ph thm ngon to ra sn phm G7 cappuccino hng Mocha nng nn v y c tnh. 1.3/ Th hiu ca ngi tiu dng. tm hiu th hiu ca ngi tiu dng i vi sn phm c ph ha tan G7, chng ti thit lp mt bng cu hi thc hin cuc kho st thc t. Bng cu hi c ni dung nh sau:

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BNG CU HI
Chng ti ang thc hin mt cuc kho st v Th hiu ca ngi tiu dng i vi sn phm c ph ha tan G7, 1 dng sn phm ca cng ty c ph TRUNG NGUYN - dng sn phm c xem l bc chn u tin chnh thc thm nhp vo lnh vc c ph ha tan ca mt doanh nghip trong nc dm thch u vi mt thng hiu quc t NESCAFE . Anh/Ch vui lng dnh t thi gian gip chng ti hon thnh bng cu hi nay .xin chn thnh cm n . Cu 1:Anh/ch thng ung cc loi sn phm c ph ha tan G7 no di y: 1 Rt khng thng xuyn 1.1 1.2 1.3 1.4 G7 3 trong 1 G7 2 trong 1 G7 ha tan en G7 cappuccino 2 Khng thng xuyn 3 Bnh thng 4 Thng xuyn 5 Rt thng xuyn

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CU 2: Trung bnh trong 1 tun Anh/ch thng ung c ph ha tan G7 bao nhiu ln: 1 2 3 4 5 t hn 1 ln T 1-2 ln T 5-7 ln T 8-10 ln Nhiu hn 10 ln

CU 3:Anh/ch thng mua s lng bao nhiu mi ln: 1 2 3 4 5 1 gi (hp) T 2-4 gi (hp) T 5-7 gi (hp) T 8-10 gi (hp) Nhiu hn 10 (hp) CU 4:Vui lng cho bit kin ca Anh/ch v hng v ca cc loi c ph ha tan G7 sau y: 1 Rt khng thch 1 2 3 4 G7 3 trong 1 G7 2 trong 1 G7 ha tan en G7 cappuccino CU 5: Anh/ch vui lng cho bit cm nhn ca mnh v nhng c tnh ca c ph ha tan G7 theo ni dung trn: 1
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gi

2 Khng thch

3 Bnh thng Thch

4 Rt thch

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Rt khng thch 5 G7 3 trong 1 .1 5 G7 2 trong 1 .2 5 G7 ha tan .3 .4 en 5 G7 cappuccino

Khng thch

Bnh thng

Thch

Rt thch

CU 6:Anh/ch vui lng cho bit nh gi ca mnh v sn phm c ph ha tan G7 theo nhng yu t sau: 1 Rt khng hi lng 6.1 6.2 6.3 6.4 6.5 Bao b ng gi Hng v 2 Khng hi lng 3 Bnh thng 4 Hi lng 5 Rt hi lng

thm ngon Cung cp dinh dng Cung cp nng lng Ni phn phi Cu 7:Anh/ch vui lng nh gi mc thun tin ca nhng a im m

anh/ch thng mua sn phm c ph ha tan G7 :

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1 2 Rt khng Khng thun tin 1.1 1.2 1.3 1.4 Siu th Ch im bn l Qun c ph, 1.5 nc gii kht i l phn phi phm sn thun tin

3 Bnh thng

4 Thun tin

5 Rt thun tin

Cu 8:Anh/ch bit n sn phm c ph ha tan G7 qua nhng phng tin truyn thng no: 8.1 8.2 8.3 8.4 8.5 8.6 8.7 Tivi, radio Bo ch, tp ch Internet Poster, pano qung co Bn b, ngi thn Chng trnh ti tr, khuyn mi Nhn vin tip th Cu 9:Anh/ch thng ung c ph ha tan G7 vo lc: 1 Rt khng thng 2 Khng thng xuyn 3 Bnh thng 4 Thng xuyn 5 Rt thng xuyn

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xuyn

9.1 9.2 9.3 9.4 9.5

Xem

tivi,

nghe nhc Tr chuyn vi bn b Gia bui, gia gi Th gin, rnh ri Trong gi lm vic Cu 10:Theo anh/ch yu t no ca sn phm c ph ha tan G7 di y

thu ht s quan tm ca ngi tiu dng: 1 Hon ton khng quan trng 9.1 9.2 Bao b ng gi Th hin phong 9.3 cch Li dinh 9.4 dng Khuyn ch 2 Khng quan trng 3 Bnh thng Quan trng 4 Hon ton quan trng 5

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9.5

mi Gi phm

sn

THNG TIN C NHN Gii tnh: Tui: <18 Nam N 25-35 >35 18-20

Xin chn thnh cm n anh/ch nhit tnh gip chng ti hon thnh bng cu hi ny. Chc anh/ch mt nm vui v

* Kt qu kho st.
Chng ti thc hin cuc kho st vi 500 ngi tiu dng c tui t 16 tui tr ln. Sau y l kt qu m chng ti thu c: Bng 1: Anh/ch thng ung cc loi sn phm c ph ha tan G7 no di y: 1 Rt khng thng 1.1 1.2 1.3 1.4 xuyn G7 3 trong 1 2% G7 2 trong 1 4% G7 ha tan 1% en G7 cappuccino 14% 2 Khng thng xuyn 7% 2% 4% 18% 28% 36% 33% 38% 47% 24% 21% 26% 3 Bnh thng 4 Thng xuyn 5 Rt thng xuyn 18% 34% 41% 4%

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50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0%

GVHD:Th.s Phm Vit Hng

1.1 G7 3 trong 1 1.2 G7 2 trong 1 1.3 G7 ha tan en 1.4 G7 cappuccino

Rt khng Khng thng thng xuyn xuyn 1 2

Bnh thng 3

Thng xuyn 4

Rt thng xuyn 5

Biu 1: Mc s dng ca ngi tiu dung vi cc sn phm c ph ha tan G7 Bng 2: Trung bnh trong 1 tun Anh/ch thng ung c ph ha tan G7 bao nhiu ln: 1 2 3 4 5 t hn 1 ln T 1-2 ln T 5-7 ln T 8-10 ln Nhiu hn 10 ln 3% 8% 15% 36% 38%

1 t hn 1 ln 2 T 1-2 ln 3 T 5-7 ln 4 T 8-10 ln 5 Nhiu hn 10 ln

Biu 2: S ln dng c ph ha tan G7 trong 1 tun. Bng 3: Anh/ch thng mua s lng bao nhiu mi ln:
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1 2 3 4 5

1 gi (hp) T 2-4 gi (hp) T 5-7 gi (hp) T 8-10 gi (hp) Nhiu hn 10 (hp)

gi

2% 9% 22% 31% 36%

40% 35% 30% 25% 20% 15% 10% 5% 0% 1 gi T 2-4 T 5-7 (hp) T 8-10 Nhiu gi gi gi (hp) (hp) hn 10 (hp) gi (hp) S1

Series1

Biu 3: S lng mua mi ln. Bng 4: Vui lng cho bit kin ca Anh/ch v hng v ca cc loi c ph ha tan G7 sau y: 1 Rt khng thch 4 G7 3 trong 1 1% .1 4 G7 2 trong 1 6% .2 4 G7 ha tan 20% .3 en
15

2 Khng thch 3% 9% 10%

3 Bnh thng 17% 39% 22% 41% 37% 36% Thch

5 Rt thch

38% 9% 12%

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4 G7 .4 cappuccino

8%

2%

21%

44%

25%

160% 140% 120% 100% 80% 60% 40% 4.4 G7 cappuccino 4.3 G7 ha tan en 4.2 G7 2 trong 1 4.1 G7 3 trong 1 20% 0% Rt khng thch Khng thch Bnh thng Thch Rt thch

1 2 3 4 Biu 4: nh gi hng v ca cc loi sn phm c ph ha tan 5 G7.

Bng 5: Anh/ch vui lng cho bit cm nhn ca mnh v nhng c tnh ca c ph ha tan G7 theo ni dung trn: 1 Rt khng thch 5 G7 3 trong 18% .1 .2 .3 .4 1 5 G7 2 trong 4% 1 5 G7 ha 23% 11% 2 Khng thch 9% 12% 16% 4% 3 Bnh thng 38% 21% 32% 25% 22% 48% 14% 39% Thch 4 Rt thch 13% 15% 15% 21% 5

tan en 5 G7 cappuccin o

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50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% G7 3 trong 1 5.1 G7 2 trong 1 5.2 G7 ha tan en G7 cappuccino 5.3 5.4 1 Rt khng thch 2 Khng thch 3 Bnh thng 4 Thch 5 Rt thch

Biu 5: Cm nhn v c tnh ca cc sn phm c ph ha tan G7

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Bng 6: Anh/ch vui lng cho bit nh gi ca mnh v sn phm c ph ha tan G7 theo nhng yu t sau: 1 Rt lng 6.1 6.2 6.3 6.4 6.5 Bao b ng gi Hng v 0% 19% 0% 4% 2% 1% 2% 3% 6% 7% 46% 16% 54% 20% 47% 28% 21% 22% 18% 26% 7% 62% 21% 57% 24% 2 Khng 3 Bnh thng Hi lng 4 Rt lng 5 hi

khng hi hi lng

thm ngon Cung cp dinh dng Cung cp nng lng Ni phn phi

70% 60% 50% 40% 30% 20% 10% 0% Rt khng hi lng 1 Khng hi lng 2 Bnh thng 3 Hi lng 4 Rt hi lng 5 6.1 Bao b ng gi 6.2 Hng v thm ngon 6.3 Cung cp dinh dng 6.4 Cung cp nng lng 6.5 Ni phn phi

Biu 6: nh gi cc yu t ca sn phm c ph ha tan G7 Bng 7: Anh/ch vui lng nh gi mc thun tin ca nhng a im m anh/ch thng mua sn phm c ph ha tan G7 :

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1 2 Rt khng Khng thun tin 1.1 1.2 1.3 1.4 Siu th Ch im bn l Qun c 0% 0% 1% 4% thun tin 14% 7% 4% 17%

3 Bnh thng 42% 36% 54% 36%

4 Thun tin 22% 42% 22% 36%

5 Rt thun tin 22% 15% 19% 7%

ph, nc 1.5 gii kht i l phn phi sn phm 9% 11% 21% 34% 25%

60% 50% 40% 30% 20% 10% 0% Rt khng Khng thunBnh thng Thun tin Rt thun thun tin tin tin 1 2 3 4 5 1.1 Siu th 1.2 Ch 1.3 im bn l 1.4 Qun c ph, nc gii kht 1.5 i l phn phi sn phm

Biu 7: Mc thun tin ca a im mua sn phm c ph ha tan G7 Bng 8: Anh/ch bit n sn phm c ph ha tan G7 qua nhng phng tin truyn thng no: 8. 1 Tivi, radio 21%

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8. 2 8. 3 8. 4 8. 5 8. 6 8. 7

Bo ch, tp ch Internet Poster, pano qung co Bn b, ngi thn Chng trnh ti tr,

7% 11% 36% 13% 9% 3%

khuyn mi Nhn vin tip th

40% 35% 30% 25% 20% 15% 10% 5% 0% Tivi, radio Internet Bn b, ngi thn S1 Nhn vin tip th

Series1

Biu 8: Phng tin bit n sn phm c ph ha tan G7

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Bng 9: Anh/ch thng ung c ph ha tan G7 vo lc: 1 Rt khng thng 9.1 9.2 9.3 9.4 9.5 Xem xuyn tivi, 11% 2 Khng thng xuyn 9% 21% 10% 11% 3% 29% 38% 26% 46% 37% 35% 24% 34% 33% 24% 3 Bnh thng 4 Thng xuyn 5 Rt thng xuyn 16% 11% 27% 10% 29%

nghe nhc Tr chuyn 6% vi bn b Gia bui, 3% gia gi Th gin, 0% rnh ri Trong gi 7% lm vic

Rt thng xuyn Thng xuyn Bnh thng Khng thng xuyn Rt khng thng xuyn 0% 10% 20% 30% 40% 50% 9.5 Trong gi lm vic 9.4 Th gin, rnh ri 9.3 Gia bui, gia gi 9.2 Tr chuyn vi bn b 9.1 Xem tivi, nghe nhc

Biu 9: Thi gian thng s dng sn phm c ph ha tan G7

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Bng 10: Theo anh/ch yu t no ca sn phm c ph ha tan G7 di y thu ht s quan tm ca ngi tiu dng: 1 Hon trng 9.1 9.2 9.3 9.4 9.5 Bao b ng gi Th hin 23% 2% 19% 4% 2% 2 ton Khng trng 12% 11% 26% 6% 7% 34% 27% 9% 23% 21% 29% 46% 13% 44% 38% 3 Bnh thng 4 Quan trng 5 Hon ton quan trng 2% 14% 23% 23% 32%

khng quan quan

phong cch Li ch dinh dng Khuyn mi Gi sn phm

100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0%

9.5 Gi sn phm 9.4 Khuyn mi 9.3 Li ch dinh dng Hon Khng Bnh Quan ton quan thng trng khng trng quan trng 1 2 3 4 Hon ton quan trng 5 9.2 Th hin phong cch 9.1 Bao b ng gi

Biu 10: Yu t thu ht c s quan tm ca ngi tiu dng.

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Chng 2 Sn phm c ph ha tan G7 5 trong 1

2.1/ L do hnh thnh sn phm. 7 nm v trc, vo nm 2003, sn phm c ph ha tan Nescaf ca Tp on Nestl chim 55,95% th phn c ph ha tan ti th trng Vit Nam. Thi y, nhc n Nescaf, nhiu ngi v sn phm ng ngha vi s snh i ,cn chuyn Nescaf ung c ngon hay khng li l chuyn khc. Ngi tiu dng Vit by lu nay vn d thch chn nhng gi tr bao b hn l gi tr ct li n su bn trong cht lng sn phm... Nescaf khuynh o th trng c ph ng gi ngay ti t nc m sn lng xut khu c ph xp v tr th 2 th gii, ch sau vng quc c ph Brazil l iu m chnh Tp on Nestl cng bt ng. Sau Nescaf, Vinacaf chim v tr th 2 vi 38,45% th phn. Mt phn nh th phn c ph ha tan cn li dnh cho cc loi c ph ha tan nhp khu v t nhng doanh nghip trong nc khc. Mt iu m t ngi tiu dng bit c chnh l cc sn phm ca Tp on Nestl u c chun ha tun th theo mt cng thc nht nh. iu ny ng ngha vi vic tnh c trng cho hng v c ph tng vng min l hon ton khng c. Mt ngi Vit ngi va h, trong mt khch sn sang trng hoc mt ngi M ang ngi ti New York cng lc ung mt ly c ph ha tan Nescaf, h s cng c thng thc mt hng v chung. Ban u, c tng l snh i Tuy nhin, khi tch c ph ra khi c trng vng min v p buc n phi thng nht hng v trn ton th gii th v hnh trung, Nescaf tc mt mt phn quyn th hng ca ngi tiu dng. V chc chn rng, hn 50% ngi tiu dng Vit Nam s phi ung th thc ung c hng v chung ton cu l Nescaf, nu nh khng c s xut hin ca c ph ha tan G7 - Trung Nguyn. Sn phm c ph ha tan G7 s l mt hng tin phong cho cuc chin ginh li th trng c ph ha tan ti Vit Nam. Mt cuc chin cha tng c trong tin l kinh doanh nc ta, mt thng hiu
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Vit li khi mo trc trong cuc i u vi mt tp on thc ung khng l l Nestl. Mt i din ca Trung Nguyn tng pht biu rng :Khng l, mt nc xut khu c ph hng u th gii nh nc ta li ch ng vai tr xut khu nguyn liu th, cn ming bnh th trng th cho cc tp on nc ngoi n cho tng phn khc nh v chp nhn. l mt nghch l. iu quan trng hn c, G7 quyt tm ly li th trng t tay Nescaf l bi t thc v nguyn kh ca dn tc mnh. S c ngi cho rng tuyn b ca i din G7 l khoa trng, nhng chng ta hy tin vo li tuyn b y nhit huyt . By lu, ngi Vit vn duy tr thi quen snh ngoi v tun th theo s dn d ca cc tp on quc t. Chnh v hai iu kin nguy him ny, khin cho phn li ca cc tp on ny ngy cng nhi. Trong lc, sn phm Vit li nm ng ngay trn sn nh. M sn phm ca h so vi cc sn phm ca Vit Nam, th cha chc cht lng ca sn phm Vit s thua km. Vi mt s mt hng tiu dng, sn phm ca Vit Nam cn c cht lng tt hn. Ci thiu ca sn phm Vit chng qua ch l... n khng phi l ngoi. Kt qu, ch t thng 11/2003 n thng 1/2004 tc l sau khong 3 thng a sn phm ra th trng, G7 nhanh chng chim 35% th phn c ph ha tan ti Vit Nam, khin ng ln Nescaf lo lng n mc cng thng. Hng lot chng trnh khuyn mi c gi tr cao c Nescaf a ra nh ngi tiu dng, nh Ung Nescaf trng xe hi Vitara,... ri bui pht c ph min ph rm r theo ng kiu trong nh ngoi ph u u cng c Nescaf min ph. Gi thnh ban u ca G7 l thp hn so vi gi thnh trn mi sn phm ca Nescaf. Tuy nhin, vi chin lc kinh doanh theo kiu ung c ph min ph v ung c ph trng xe hi trong thi gian di, th gi thnh thc ca Nescaf thp hn so vi sn phm c ph ha tan ca G7. Cng nh cc tp on ln ca nc ngoi khc, chin lc a thch nht ca cc tp on ny trong

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cuc chin vi nh sn xut trong nc l ly tin cht... sn phm quc ni. Vi nhng g t c, Trung Nguyn quyt nh tung ra th trng sn phm c ph ha tan G7 5in1. p ng c s a dng v gu c ph ca ngi tiu dng v cng hon thin hn dng sn phm tin phong c ph ha tan G7. 2.2/ Mc tiu ca sn phm. Chng ta thng hay khm phc ch ca ngi Nht, tinh thn st ca ngi Hn, thn phc phng php ca o quc nh b Singapore, ca ngi tinh thn cng dn s 1 ca ngi M v gi y li tn dng s tri dy ca ngi Trung Quc H cng ch l ngi, ch u phi thn thnh. H lm c th chng ta cng s lm c. Chic ng h tinh xo gip Thy S ni danh; a hoa Tuylp nh b cng gp phn khin H Lan tr thnh huyn thoi. Vit Nam l mt cng quc c ph th hai ca th gii, giu ti nguyn v nhiu tim nngVy ti sao chng ta phi ci mnh cam chu? V hm nay:Tht l phc tp, cu k, ngc nhin v cng tinh t hn ngi ta tng, k c nhng ngi snh iu nht, rng trong ly c ph Trung Nguyn m h thng thc khng ch c c ph. l nhng g ngi tiu dng nhn nh sn phm c ph ha tan G7. C ph ha tan G7 5in1 ra i vi mc tiu hon thin dng sn phm tr danh ca Trung Nguyn. Khng ch vy c ph ha tan G7 5in1 cn mang trong mnh mt mc tiu quan trng khc l:
-

Thng lnh th trng ni a, chinh phc th trng th gii. Tng kh nng cnh tranh vi cc thng hiu khc trn th trng. Tng hiu qu kinh doanh cho dng sn phm c ph ha tan G7. Khng nh c kht vng dn tc.

Vi thng ip Git ng i ngn, cho cuc sng thm nng nn, mc tiu ca c ph ha tan G7 5in1 trong nm 201l l bn c 3000tn.
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2.3/ Sn phm v chin lc. 2.3.1/Chin lc Marketing Mix. Trc khi sn phm G7 ca chng ti ra i c nhiu sn phm c ph ha tan khc trn th trng nh: Nescafe, VinaCafe, Trong Nescafe ang l sn phm dn u th trng v c ph ha tan. iu ny c ngha Nescafe s l mt i th ng gm ca G7. Trung Nguyn t lu c trit l kinh doanh dn tc tnh vi khao kht khng nh sc mnh ca thng hiu ni a, mt cch cng khai v mnh m. Do vy Trung Nguyn khng ch s dng nhng chin lc Marketing thng thng gii thiu sn phm mi m cn mang trong mnh trng trch ca mt dng sn phm mang m bn cht Vit. Trung Nguyn chp nhn vai tr tin phong khch l tm th mi ca cc doanh nghip Vit Nam trong vic dm cnh tranh trc tip vi cc thng hiu Quc t - iu m trc trong mi trng kinh doanh Vit Nam cn him thy. Trong nhiu hot ng truyn thng Trung Nguyn khng ngn ngi cng khai thng ip ny. Mun ng vng trn th trng Trung Nguyn c nhng hot ng nghin cu d bo nhm o lng, c tnh v d on th trng cng nh trong tng tai, cn phi c nhng d bo chnh xc v tim nng th trng nhm u t ng hng v thu c hiu qu cao. Trung Nguyn c mt b phn Marketing hot ng c lp, to iu kin cho cc hot ng Marketing c hiu qu hn. Gi c: gi c l bin s quan trng trong chnh sch Marketing,. Phn phi: knh phn phi ca Trung Nguyn ch yu thc hin qua

trung gian. Trung Nguyn b tr phn phi tng khu vc th trng, tng giai on khc nhau. V phi to mi quan h tt vi cc trung gian phn phi. B tr knh phn phi hp l cho sn phm v c s phi hp gia cc knh.
-

Xc tin: Trung Nguyn a ra cc hot ng xc tin ph hp vi

tng thi k. Tng cng cng tc tip th, lm tt cng tc tuyn truyn qung co,
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2.3.2/ Sn phm mi c ph ha tan G7 5in1. * Bao b. ng ng L Nguyn V ng ch ca Trung Nguyn tng ni: bao b l mt ngi bn hng im lng m hiu qu. G7 5in1 cng ging nh nhng sn phm trong dng c ph ha tan G7 trc, vi nhng c tnh m bn cht Trung Nguyn. Ngy nay, cc doanh nghip rt ch trng n mu m bao b sn phm, l mt yu t quan trng thu ht ngi tiu dng. Trc khi a ra mu m bao b cho sn phm ny chng ti thc hin mt cuc kho st mc nhn xt ca ngi tiu dng i vi cc sn phm hin c trn th trng, vi mu th l 200 ngi. V kt qu ca chng ti thu c t cuc kho st ny nh sau:

45% 40% 35% 30% 25% 20% 15% 10% 5% 0% Rt xu 1 Xu 2 Bnh thng 3 p 4 rt p 5 1.1 Nescafe 1.2 Vinacafe 1.3 c ph G7 1.4 cc sn phm khc

Biu 11: nh gi ca ngi tiu dng v bao b cc sn phm G7 T cuc kho st ny chng ti a ra mu m bao b mi cho sn phm c ph ha tan G7 5in1. Vi mu m sang trng v hin i. - Dng ch c ph ha tan G7 c in trong phn logo mu en rt ni bt. - Mt ly c ph cch iu mu trng

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Tt c ni ln trn nn mu to s li cun cho ngi tiu dng, mi sn phm ca Trung Nguyn khi ra i phi thun Vit, dng ch C ph Bun Ma Thut th thit th hin r iu . * Hnh thc sn phm. thun tin cho ngi tiu dng la chn chng ti a ra nhiu kch thc khc nhau: - Dy 10 gi *16g - Hp 18 sticks * 16g - Hp 20 gi * 16g - Ti 24 gi * 16g - Ti 50 gi * 16g * c tnh v thnh phn ca sn phm. Trung Nguyn vi tiu ch thuyt phc ngi tiu dng bng cht lng. Ngnh c ph th gii trong mt thi gian di c thng tr bi cc hng c ph n t u-M vi cng thc: Nguyn liu tt, cng ngh cao, mt s quan im v vn ha. iu ny ngy nay thay i bi Trung Nguyn lm c iu rt kh to nn mt cng thc c ph c bit nht th gii: nguyn liu tt + cng ngh cao + b quyt phng ng + quan im mi v c ph. Ni v nguyn liu, Trung Nguyn chn lc 4 vng nguyn liu ngon nht th gii: ht c ph Robusta Bun Ma Thut ni ting nht Vit Nam, c nh gi l ngon nht th gii vi khu v mnh m, m hng v c ph nguyn gc n t vng t qu hng ca c ph Ethiopia. Ht Arabica thm ngon y quyn r ca vng t Jamaica; Thng hiu ni ting ca c ph xut khu hng u th gii Brazil Tt c c hi t, cht lc nguyn liu to nn c ph ha tan G7 5in1. Ht Kopi luwak t Philippines, Kona t Panama. S kt hp gia cng ngh hin i nht cng nhng b quyt huyn b phng ng l nhng nt c o ch c Trung Nguyn. Bi Trung Nguyn
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c cc tp on hng u th gii chuyn giao cng ngh, thn thin vi mi trng. Cn b quyt phng ng chnh l s phi trn cc nguyn liu tho dc qu him, nhng ngun nng lng c bit t qu v cc cht ph gia c bit trong qu trnh rang xay. Trung Nguyn c quan im mi v c ph, coi khng ch l mt thc ung thng thng m l mt thc ung cho tr no, mt ngun nng lng sng to cho tng lai. C ph c v nh mu ca nn kinh t tri thc ging nh du la c v nh mu ca nn kinh t cng nghip. Loi ngi ch c sng to mi thay i. Sng to khng nhng lm thay i i sng c nhn m quc gia cng thay i. C ph c kh nng gip khi ng tr no, duy tr thng xuyn s tnh to s l ngun nng lng mi cho kh nng t duy ca con ngi v cho mt nn kinh t sng to ca tng lai. Nhiu v nhn trn th gii cng tng l nhng tn c ph nh Balzac, Napolon, Sebastian Bach Napolon tng c cu ni ni ting: Chnh tr m khng c c ph th chnh tr ch c mi m khng c v. 2.4/ Chnh sch gi. Gi c l mt yu t quan trng trong h thng Marketing mix, n phn nh cht lng ca sn phm cng nh doanh thu ca cng ty. Nhn thc c iu m, trong chnh sch gi ca mnh Trung Nguyn lun coi trng vic gim chi ph sn xut , h gi thnh sn phm qua nng cao sc cnh tranh vi cc sn phm ca i th trn th trng cng nh tng s lng hng bn ca cng ty. gim gi thnh sn phm cng ty c nhng chnh sch thit thc cho khu sn xut v qun l kinh doanh nh:
-

Trung Nguyn u t vo dy chuyn cng ngh tng nng sut lao Ci tin phng php kinh doanh, qun l, ng vin khuyn khch

ng, cht lng sn phm. cng nhn lm vic, nng cao hiu qu s dng my mc thit b nhm nng cao nng sut v cht lng sn phm.

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C nhng chnh sch o to, bi dng nng cao nghip v kinh

doanh, qun l, cng nh chnh sch mm gio trong gi c thu ht thm khch hng v tng tnh cnh tranh. Trung Nguyn cng c nhng chnh sch gi u i, phn bit i vi tng nhm khch hng. i vi nhng khch hng trung gian Trung Nguyn cng c nhng iu khon v ti chnh hp l, nhm to s rng buc gia Trung Nguyn v nhng khch hng trung gian. V sau y l chnh sch gi ca Trung Nguyn i vi sn phm mi c ph ha tan G7 5in1. AVC = 2400/sp TFC = 36 t ng Q = 360 triu sp Li nhun mong mun ca tp on: 20% (trn chi ph) Li nhun ca nh bn l:16,5% (trn chi ph). AC = AVC + TFC/Q =2500/sp Gi bn ca doanh nghip: Gi bn ca nh bn l:

P = AC . (1 + m ) = 3000/sp P = 3000 . (1+ 0,165) = 3500/sp Gi c trn s thay i ph hp ty theo s bin ng ca th trng, xu hng tiu dng v i th cnh tranh trong tng lai. Tp trung n lc nhn mnh s khc bit v cht lng, li t ca sn phm ngi tiu dng chp nhn mc gi thay i thay v chy ua v gi theo i th cnh tranh. T chc theo di cht ch s bin ng ca th trng, xu hng tiu dng c nhng bin php hiu qu nhm tng bc iu chnh gi trong tng lai.

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Chng 3 a sn phm ra th trng

3.1/ nh gi i th cnh tranh. 3.1.1/ Phn tch mi trng kinh doanh ca Trung Nguyn . Phn tch SWOT ca cng ty. * im mnh. - Trung Nguyn c li th ln l c nh my sn xut ln ngay ti th ph c ph Bun Ma Thut, vn chuyn khng phi l vn kh khn. Bn cnh Trung Nguyn cn cho xy dng ring trang tri c ph cung cp nguyn liu. Do n bo mc gi vn chuyn v thu mua l thp nht c th. - Trung Nguyn l tp on ln mnh vi c s h tng vng chc hon ton iu kin thc hin v qun l cc hot ng c bn tt nht : c tr s chnh ngay ti trung tm thng mi l thnh ph H Ch Minh cng vi cc chi nhnh khc trn cc thnh ph ln trn c nc. Bn cnh l 2 nh my sn xut ln vi cng ngh hin i v tin tin nht. - Yu t thng hiu Vit ngay ti sn nh: c ph ha tan l sn phm tiu dng dng khng cn cng ngh cao, c mua v vi tnh tin dng. V vy, nu gi c cht lng thuyt phc c ngi tiu dng th yu t cm tnh s ng gp nhiu vo quyt nh mua hng. c bit trong cuc chin gia G7 v Nescafe, bng vic thng thuc v thu hiu vn ha ca ngi 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 ca mnh khi tp hp c s ng h ca chnh ngi tiu dng Vit Nam. Vic s dng nhng ht c ph t t rng Ty Nguyn truyn thng lm sn phm c ph ha tan mang phong cch Vit nh vo tm l khch hng ngui Vit Nam dng hng Vit Nam.

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- C mt knh phn phi rng khp, Trung Nguyn cn c bit n nh nhn hng tin phong trong vic i chng v nhng quyn thng hiu ti th trng Vit Nam. - Cng tc PR hiu qu. - i ng cng nhn vin hu nh l ngi tr, lc lng hng hu. Vi tinh thn lm vic Cam kt trch nhim danh d. - bn cnh Trung Nguyn c i ng pht trin th trng nng ng v chnh bn thn 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 . Nhiu cp qun x, nhiu s la chn cho nhiu khch hng lm hnh nh Trung Nguyn khng c mt chn dung c th, ngoi ci bng hiu vi logo Trung Nguyn trc cng. C th thy c iu ny qua biu gi c, cht lng c ph v c cung cch phc v ti cc qun Trung Nguyn. Mc u t cho bi tr khng gian cng c s chnh lch rt ln. - Trung Nguyn ang s dng chin lc khc bit ha v gi, tc l s phn cp khch hng trong cc sn phm ca Trung Nguyn tng ng vi gi thnh sn phm. Mc tiu ca chin lc ny l ti a ha li nhun nhng chin lc ny khng ph hp vi h thng nhng quyn rng khp kh kim sot ca mnh hin nay ,v hu qu khng kim sot c cc chui ca hng ca chnh mnh .H thng phn phi dy c lm chnh h cnh tranh vi h trong chnh th trng ca mnh . - 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. * 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 i nc ngoi , bn cnh nh nc thnh lp
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hip hi c ph iu hnh v pht 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 . - Vi 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 c trn th trng nc ngoi, thm nhiu nh hng pht trin. - Th trng thit b my mc sn xut c ph khng a dng do khng xut hin cc cng ngh mi. Do p lc i mi cng ngh tng cng cnh tranh i vi Trung Nguyn l khng ng k. - Cc ro cn ngn chn vic ra khi ngnh ca doanh nghip gn nh khng c. Mc d ngnh c ph. Vit Nam vn tng trng chm trong nc nhng th trng vn cha bo ha v quan trng l c ph vn ang c rt nhiu c hi pht trin trn th trng th gii . - i vi sn phm c ph 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. * Nguy c: - 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 t hot ng kinh doanh ca Trung Nguyn c bit l hot ng thu mua nguyn liu . - Hin nay, nh nc chho php cc doanh nghip t nh ra mc li sut dn ti t l li sut l kh cao gy kh khn v mt xoay vng vn. - Nguy c b 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 c phn sa Vit Nam _Vinamilk, Vi nhng chiu thc tranh ginh th trng din ra si ni v a dng c bit i th ln Nescafe c tim lc ti chnh ,hot ng tip th ,khuyn mi , u mnh hn G7 ca Trung Nguyn.

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- Nguy c gp phi cnh tranh gy gt hn trong tng lai trn th trng quc t vi s c mt ca cc hng i gia c ph ni ting th gii nh: Starbuck, Dunkin Donut 3.1.2/ Nescafe i th lu di ca Trung Nguyn. Trung Nguyn khi cho ra i dng sn phm c ph ha tan G7 , i th ln nh trn th trng lc l Nescafe. Thng hiu c ph ung lin hng u trn th gii chnh l Nescaf ca Nestl, v y cng l thng hiu u tin ca chng loi sn phm ny. Nh mi thng hiu t ph khc, Nescaf l kt qu ca mt cuc nghin cu v pht trin nghim cn ko di by nm lin trong phng th nghim Thy S ca Nestl vo nhng nm 1930 ca th k trc. Khi u bng vic chnh ph Brazil tip xc vi ng Max Morgenthaler, mt chuyn gia v c ph, vo u thp nin 1930 vi yu cu l tm cch ch to ra mt loi c ph vi gi r hn c th ung ngay bng cch ch thm nc si, tiu th cho ht s c ph ht thng d hng nm x s ny. T n nay, thng hiu ny vn lun tp trung vo nhng sng to t ph trong vic thng thc c ph, vi cc loi nh: c ph nguyn cht ha tan ch s dng ht c ph rang, 1952), c ph sy kh-ng lnh ha tan (vi loi Nescaf nhn vng, 1965) v c ph ht (1967). Nm 1994, h pht minh ra quy trnh gi nguyn hng thm, mt ci tin cht lng quan trng cho cc loi c ph ung lin. Nhng sng to t ph ny bo m cho v th hng u ca thng hiu Nescaf trong th trng c ph ung lin ca th gii. y cng l thng hiu nc ung ln th hai ca th gii ch sau Coca-cola, vi khong 3.000 ly c ung mi giy. Tuy nhin, t ph khng th l yu t duy nht mang li thnh cng vt thi. Nescaf cng phi n lc ht mnh vi cc chin dch marketing v qung co nhm vo nhng th trng chuyn bit nhm duy tr v th ca mnh. Thng hiu ny cn c xem nh l mt chuyn gia trong vic lm gia tng thm gi tr gia
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cc thng hiu. V d nh Anh, hai thng hiu Nescaf v Nescaf Gold Blend l hai loi sn phm khc bit nhau nhng c hai u nhm nng cao gi tr tng th ca thng hiu Nescaf thng qua xc nhn ngm ln nhau ca hai sn phm. Nhng b quyt Thnh cng: Nghin cu: By nm nghin cu nghim cn mi to thnh sn phm Nescaf nguyn bn. Tnh t ph. Mt ln na, Nescaf li minh chng cho s tht - nu bn to ra mt th trng, ng nhin bn s l lnh o trong th trng . Gi tr cng thm. Cc thng hiu a dng ca Nescaf i khi nm khong gia hai hnh nh i chng v danh gi, nhng mi thng hiu ph ca Nescaf khng ch lm gim i gi tr ca cc thng hiu ph khc, tri li, chng cn lm tng thm s hp dn cho cc sn phm khc ca Nescaf. 3.2/ Ngi tiu dng nh gi th nghim sn phm. Trc khi chnh thc tung sn phm ny ra th trng chng ti t chc mt cuc th nghim. Cho ngi tiu dng dng th sn phm c ph ha tan G7 5in1. tm ra nhng thiu xt ca sn phm, v tm cch khc phc n trc khi a ra th trng. Th nghim sn phm trn th trng cung cp cho Trung Nguyn nhiu thng tin lin quan n sn phm nh: ngi tiu dng, cc trung gian, tim nng thi trng, hiu qu hot ng kinh doanh Marketing v nhiu vn khc. Vi s lng l 200 ngi tiu dng c tui t 16 tr ln. V chng ti thu c kt qu nh sau:

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nh gi v mi v.

50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0%

Biu 12: nh gi v mi v sn phm c ph ha tan G7 5in1

45% 40% 35% 30% 25% 20% 15% 10% 5% 0% rt khng hi lng khng hi lng bnh thng hi lng rt hi lng

rt khng hi lng

khng hi lng

bnh thng

hi lng

rt hi lng

nh gi v nhn xt v mu m bao b sn phm.

Biu 13: nh gi v mu m bao b sn phm. Vic tung sn phm ra th trng ph thuc c thnh cng hay khng ph thuc nhiu vo vic hiu qu th nghim trn th trng. Nu kt qu chnh xc s m bo cho sn phm thnh cng trn th trng v ngc li sn phm s tht bi. Cho nn Trung Nguyn chun b mt s vn cho cng cuc th nghim sn phm nh: chi ph cho qu trnh th nghim, xc nh thm tn nhn hiu, bao b, mt chng trnh Marketing s b
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Khi tung sn phm mi ra th trng th nghim cn phi qun l cht ch v nh gi Trung Nguyn thc khch quan kt qu thu c. 3.3/ Phn phi sn phm ra th trng. H thng knh phn phi ca cng ty ch yu thc hin qua knh trung gian. Do vy vic thit lp quan h tt, ng thi kim sot c dng chy trong knh l iu ht sc quan trng trong knh phn phi ca cng ty. Chnh v iu ny chng ti xy dng mt h thng knh phn phi v c nhng k hoch tt thc hin n nhm mang li hiu qu ti a nh sau: * S h thng knh phn phi ca cng ty.

Ngi bn l

Nh sn xut

Nh bn bun

Ngi bn l

Ngi tiu dng

Nh phn phi

Nh bn bun

Ngi bn l

Biu 14: S knh phn phi ca cng ty - Trung Nguyn thc hin phn phi sn phm hp l cho tng knh, cho tng sn phm. tng th trng khc nhau. - S phi hp, xen k cc knh vi nhau phn phi sn phm ti a ti tng th trng. i vi Trung Nguyn nguyn phi nm c khu phn phi v thng hiu. Nh Starbucks, h n sau nhiu hng c ph, nhiu h thng khc nhng v sao h chin thng? l v h c phng php v nhng quan im ng trong vn nh v trong no ca tng ngi tiu dng. Vit Nam nu xt gc no
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hn cc t nc khc v gc, bi nhng thng hiu nh Nestl, Kraft, Sara Lee, P&G, v cc hng c ph c bit nh Starbucks, Tullys... tt c u n t nhng nc u - M - nhng nc hu nh khng trng c ph. Trc khi a mt chin lc phn phi cn phi nhn nh c th trng. Theo thng k o lng ti su thnh ph ln (ch tnh sn phm c nhn hiu), hin ti th phn ca c ph ha tan chim 62% v s lng v 65% v gi tr so vi 38% s lng v 34% v gi tr ca c ph rang xay c nhn hiu. Ring ti th trng H Ni v bn thnh ph chnh (Hi phng, Nng, Nha Trang, Cn th) , t trng c ph ha tan cn chim a s so vi c ph rang xay tng ng 91%, 73%. Trong th trng c ph ha tan, lc lng phn tn kh ng u cho ba i th Vina cafe (38%), Nescafe (32%) v G7 (23%). Th trng ny ang c bc chuyn bin kh nguy him cho i th Vinacafe khi mc tng trng ch t 27% so vi 51% v 88% ca Nescafe v G7 trong nm gn y. Trong th trng c ph rang xay, Trung Nguyn ang dn u cch bit so vi cc i th khc (>80%). Hin ti th trng c ph ca Vit Nam cha phn ha r rng hai th trng c ph l c ph i tr v c ph c bit. C ph i tr c th k n nh Trung Nguyn Vit Nam hay c ph Tasters choice ca Nestl ti M. C ph c bit c th k n nh HighLand Vit Nam hay Starbucks M. V c ph c bit ti Vit Nam cn rt nh nn cha to nn nh hng ln so vi th trng chim hn 40% ti M h c th thnh lp nn hip hi c ph c bit ca Hoa K (SCAA). Trong tng lai vi s tham gia ca nhiu thng hiu c ph c bit, th trng s phn chia li v nh hnh r rng hn. c bit nu Starbucks xem xt li nh u t vo th trng Vit Nam. Vy vn t ra cho Trung Nguyn l cn c nhng bc i tch cc hn khng nh thng hiu ca mnh trn th trng nhm ginh ly li th i trc n u trc cc i th cnh tranh mnh.
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3.4/ Truyn thng. Thng ip truyn thng ca sn phm: Git ng i ngn, cho cuc sng thm nng nn Vi sn phm mi ny Trung Nguyn mnh dang p dng cc phng thc truyn thng mi m thu ht s ch ca ngi tiu dng. Vi Trung Nguyn ai cng c th s dng sn phm nhng vi Trung Nguyn khi tung bt k mt sn phm no ra th trng Trung Nguyn u nhm n mt i tng khch hng mc tiu, v mc tiu ca c ph ha tan G7 5in1 l ngi dng c gu c ph c.
-

S dng m nhc cho h thng qun c ph nhng quyn ca Trung

Nguyn to mt phong cch thng thc c ph Trung Nguyn tht mi m v n tng. m nhc l mt mn n tinh thn khng th thiu ca con ngi, cn c ph l mt thc ung tuyt vi thng thc, s rt hiu qu l mong i ca Trung Nguyn khi p dng phng thc ny.
-

Chn mua mt bi ht bn quyn ph hp vi gi tr ch o m Trung

Nguyn mun gi gm trong sn phm mi ny, v a vo qung co, on qung co s c pht trn truyn hnh vo cc khung gi vng, bi ht s tr thnh linh hn cho sn phm v gy n tng cho ngi xem qung co. Youtube. In qung co bng cc poster, banner rng ri trn th trng, lin h Ti tr cho cc cuc thi, hi ngh qung b sn phm. Trung Nguyn c nhng chng trnh khuyn mi va ph hp cho Qung co trn cc n phm trong v ngoi nc nh: Tip th v gia qung co ti cc siu th, trung tm thng mi. Khai thc qung co min ph trn cc mng x hi o nh Facebook,

tng giai on va ph hp cho chin dch lu di. nh, Tp ch truyn hnh, Ngi p Vit Nam,

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3.5/ Cc chng trnh h tr. Khi a sn phm mi ra th trng, thu ht s ch ca khch hng, Trung Nguyn a cc chiu thc khuyn mi ph hp. To iu kin cho ngi tiu dng c dng th sn phm. S dng cc chiu thc khuyn mi cho ngi tiu dng, v cc i l p dng cc chnh sch h gi khc nhau, cho tng phn khc th

phn phi. trng v tng nhm khch hng.

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KT LUN
Vit Nam, trit l c ph mi manh nha. c c trit l y, cn da trn quan im ca a phng, dn tc v th gii v loi sn phm ny. N s c bi p bi nhng ngi ung v am m c ph theo thi gian, ngay mt lc khng th hon tt c. Trung Nguyn nhn nhn y l vn nghim tc v phi c cng trnh nghin cu cn thn. C ph l mu s chung quy t 2 triu tn ung c ph nhiu quc gia, sc tc, mu da, quan im chnh tr v tn gio khc nhau. Do , cn phi nghin cu n vi t cch mt cng trnh khoa hc. Nu c c trit l y, Vit Nam s c mt c hi qu ln. Ln u tin Vit Nam s tr thnh nh t tng, c th xut khu v quy t c nhng ngi khc nhau trn th gii Trong chin lc marketing, mun xy dng thng hiu, doanh nghip bao gi cng phi l ngi i u mt kha cnh no . Lut dn u p dng cho tt c cc sn phm k t th rn nh xe c v my tnh n th mm nh cc trng i hc v cc thc ung. ng c thay i mt v tr dn u ca sn phm no m nn to ra mt sn phm mi khin cho doanh nghip c th ng v tr u tin. Xy dng thng hiu l tm ra im mi, mi nh th no. Mi thng hiu nn pht ngn c hai vn : gi tr ct li v s khc bit hp dn th gii ngi s dng. Vn ny i hi s t vn ca cc chuyn gia v nhiu lnh vc trit hc, tm l hc... Trung Nguyn ang n lc ht mnh xy dng mt thng hiu c ph Vit Nam ngon nht th gii v cht lng, nng n tr thnh trit l sng, l ngn ng th hai ca th gii. Chng ti mong rng vi sn phm c ph ha tan G7 5in1 ny s lm thng hiu ca c ph Vit ng vng trn th trng th gii.

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