TRNG I HC QUY NHN KHOA KINH T & K TON

BI TP NHM CNG TY C PH TRUNG NGUYN

Gio vin hng dn Nhm thc hin Lp

: TS. ng Vn M : Nhm IV : Kinh t K hoch & u t K31

Quy Nhn, 12/ 2011

DANH SCH NHM

1. L Th H Phng 2. Vy Th Hin 3. Phan Th Minh Hin 4. Hunh Th Hu 5. Trn c Ngc 6. H Thc in 7. Nguyn Xun Nguyn 8. Nguyn Th M Ha 9. Dng Th Thanh Tr 10. Trn Hu Khuynh

LI M U
T nhiu nm nay c ph tr thnh mt nhu cu thit yu i vi cuc sng con ngi. C ph c gi tr kinh t cao v l mt trong nhng sn phm nng nghip mang ngoi t ln cho nhiu nc. Theo mt s nghin cu cho thy c ph cha mt s vitamin nhm B, c bit l axit nicotenic, vitamin pp v mt s cht khc trong ht c ph c ti 670 hp cht thm, ti hng v c trng tuyt vi, khin cho vic ung c ph tr thnh thi quen v tp qun ca phn ln dn s trn th gii c bit l cc nc pht trin. V cng dng c ph khng ch l mt loi ung m cn l nguyn liu cho mt s ngnh cng nghip pht trin nh: bnh ko, sa, dc phm vv... nhu cu v sn phm ny trn th trng th gii ngy cng tng c v s lng v cht lng i hi nhng ngi sn xut v cc nh xut khu phi p ng kp thi v linh hot cho cc nhu cu khc nhau ca tng khu vc th trng c th. Trn th gii chng minh rng c ph tht s tr thnh mt ngnh cng nghip vi tng gi tr giao dch ton cu l 80 t USD, ch ng sau du la v gi tr hng ho, vt vng bc, qu, du m tr thnh hng ho c u c nhiu nht. Ngnh ny m rng v cha ng cc yu t ti chnh, thng mi, u t, du lch, vn ho, kinh t tri thc, du lch sinh thi, du lch c ph... C ph Trung Nguyn l mt thnh cng k diu ca xy dng thng hiu ti Vit Nam trong thi gian qua. Ch trong vng 5 nm, t mt xng sn xut nh ti Bun Ma Thut, Trung Nguyn c mt ti mi min t nc v c trn th gii. Chnh v nhng thnh cng, v s sng to trong m hnh kinh doanh ca trung nguyn m nhm 4 lp kinh t k hoch u t K31 chng em chn cng ty c phn caf trung nguyn lm cng ty mu cho ti tho lun ca nhm.

Trong qu trnh tm hiu v lm bi tho lun do s hn ch v ngun thng tin v s hiu bit ca chng em cn km nn bi lm khng trnh khi nhng sai xt. Knh mong thy thng cm v ch bo chng em c th hon thin nhng bi sau c tt hn. Chng em xin chn thnh cm n thy./

NI DUNG
I. Gii thiu chung v cng ty caf Trung Nguyn 1.1Gii 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 dng c uy tn v tr thnh thng hiu c ph quen thuc nht i vi ngi tiu dng c trong v ngoi nc.
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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. 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 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.
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2006: 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.

1.2 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. 1.3 Gi tr ct li: 7 gi tr ct li ca Trung Nguyn - Khi ngun sng to: Sng to l ng lc hng u ca Trung Nguyn trong vic khng nh tnh tin phong cung ng nhng gi tr hu ch cho khch hng v nhn vin. - Pht trin v bo v thng hiu: Mi thnh vin c trch nhim xy dng, pht trin, nui dng v bo v thng hiu Trung Nguyn. - Ly ngi tiu dng lm tm: Lun ly s hi lng ca ngi tiu dng lm trng tm cho mi hot ng. - Gy dng s thnh cng cng i tc: Hp tc cht ch trn tinh thn tin tng, tn trng v bnh ng v s thnh cng ca i tc cng chnh l s thnh vng ca Trung Nguyn. -Pht trin ngun nhn lc mnh: em n cho nhn vin nhng li ch tha ng v vt cht ln tinh thn cng nh nhng c hi o to v pht trin cng vi s ln mnh khng ngng ca Trung Nguyn. - Ly hiu qu lm nn tng. - Gp phn xy dng cng ng: ng gp tch cc xy dng mt mi trng cng ng tt p v gp phn pht trin s nghip chung ca x hi. 1.4 Trit l kinh doanh - Tnh dn tc : vi kht khao khng nh sc mnh mt cch cng khai, mnh m ra th trng ni a

- Cnh tranh ton cu: xy dng nn kinh t giu mnh v t ch tng bc vn ra th gii vi v th ngy cng ln mnh - Th v lc: l cuc cnh tranh khng cn sc ca doanh nghip trc nhng i th khng l nn pha huy ng tng sc mnh ca tinh thn Vit Nam - Hiu qu: nhng chin thng nh lun phi hng v nc Vit v i, s mng ca cuc cnh tranh, s gp phn lm nn chin thng ln l khng nh kht vng nc Vit v i 1.5 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 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. 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. 1.6 Cc thnh tu ca Trung Nguyn

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

c ngi tiu dng bnh chn l sn phm ng u ngnh thc ung khng cn trong cuc bnh chn HVNCLC 2007 do bo Si Gn Tip Th t chc. 8 nm lin t danh hiu Hng Vit Nam cht lng cao (2000 - 2007) 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.

L doanh nghip c ph duy nht ca Vit Nam t chng ch EUREPGAP v Thc hnh nng nghip tt v cht lng c ph ngon (do Institude for Marketecology cp nm 2005) Gii thng hiu hng u Vit Nam nm 2004 do bo Si Gn Tip Th t chc. Gii thng nh doanh nghip tr xut sc nht ASEAN nm 2004 do Hip hi cc nh doanh nghip ng Nam trao tng. 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. Tng Gim c c trao tng gii thng Sao nm 2000 ca Hi doanh nghip tr Vit Nam.

II. Phn tch loi hnh kinh doanh ca Cng ty caf Trung Nguyn Vic la chn hnh thc doanh nghip trc khi bt u cng vic kinh doanh l rt quan trng, n c nh hng khng nh ti s tn ti v pht trin ca doanh nghip. V c bn, nhng s khc bit to ra bi loi hnh doanh nghip l: uy tn doanh nghip do thi quen tiu dng; kh nng huy ng vn; ri ro u t; tnh phc tp ca th tc v cc chi ph thnh lp doanh nghip; t chc qun l doanh nghip.
2.1 Uy tn doanh nghip do thi quen tiu dng

Sn phm ca Trung Nguyn i vo thi quen ca ngi tiu dng Vit Nam ni chung v trn th gii khng ch bi do cht lng m cn s sng to trong hng v, cch pha ch, tc dng ca sn phm,T xy dng nn s tin tng ca ngi tiu dng i vi Trung Nguyn v thng hiu hng mnh. 2.2 Kh nng huy ng vn Cng ty c phn l mt th ch kinh doanh, mt loi hnh doanh nghip hnh thnh, tn ti v pht trin bi s gp vn ca nhiu c ng. Trong cng ty c phn, s vn iu l ca cng ty c chia nh thnh cc phn bng nhau gi l c phn, huy ng vn bng hnh thc pht hnh c phiu, tri phiu. V vy nh u t ch chu trch nhim hu hn tng ng vi t l gp vn trong cng ty; Quy m hot ng ln v kh nng m rng kinh doanh d dng t vic huy ng vn c phn; Nh u t c kh nng iu chuyn vn u t t ni ny sang ni khc, t lnh vc ny sang lnh vc khc d dng thng qua hnh thc chuyn nhng, mua bn c phn; Vic hot ng ca cng ty t hiu qu cao do tnh c lp gia qun l v s hu.

Vi caf Trung Nguyn 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) Trong tng lai, tp on Trung Nguyn s pht trin vi 10 cng ty thnh vin, kinh doanh nhiu ngnh ngh a dng. 2.3 Ri ro u t nh - Ri ro cnh tranh Ngnh kinh doanh caf l ngnh c tim nng pht trin rt ln nn ngy cng c nhiu doanh nghip tham gia vo lnh vc ny. c bit trong thi gian gn y khi nn kinh t Vit Nam ngy cng hi nhp su rng vo kinh t th gii, cc i th cnh tranh ca Cng ty khng ch l cc doanh nghip trong nc m cn c cc doanh nghip nc ngoi vi kinh nghim lu i v tim lc ti chnh rt mnh nh Vinacafe, Maccoffee ( Singapore), Nescafe ca Nestle
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Ri ro v gi nh gi nguyn liu u vo cao, gi sn phm u ra thp,.

III. Yu t cu thnh ca m hnh kinh doanh ca Cng ty caf Trung Nguyn 3.1 Th trng v khch hng 3.1.1 Th trng Th trng trong nc. Cng ty thit lp mt chui cc ca hng c ph, m hnh ha mt phn vo Starbucks, cng s bn ht c ph cho tiu dng. Vic xy dng thng hiu ca Trung Nguyn c ln k hoch cn thn. chng li s cnh tranh t cc cng ty a quc gia ln, c ca hng c ph hoc nhng thng hiu nh Nescaf, Cng ty xc nh v tr n nh l mt phn ca truyn thng Vit Nam. Mt bo tng Trung Nguyn cho bit lch s ca c ph sn xut trong nc. Mt trong nhng sn phm ni ting nht ca Trung Nguyn l Kopi luwak hay "c ph chn", c lm t ht c ph i qua ng tiu ha ca mt con cy hng. Tip th sn phm tinh vi t tin ny, c thu hoch ch ng Nam , gip nh v Trung Nguyn vi vn ha c ph ca Vit Nam. Kt hp di sn v hin i l trung tm ca thng hiu, d l trong bao b hoc kiu dng ca cc

ca hng c ph. Khu hiu "Mang s sng to vo tng ht c ph" cho thy s i mi. Bi gi c ph cao, Cng ty hp dn cc nguyn vng ca ngi dn Vit Nam. Mt tng lp trung lu mi ni lm cho thng hiu v cc ca hng c ph tr thnh cc trung tm cng ng quan trng. Cc ca hng c ph Trung Nguyn u tin m ti TP H Ch Minh vo nm 1998, v n nm 2010 c hn 1.000 trn khp Vit Nam. Trung Nguyn cng a dng ha thnh c ph khng cafein v c ph ung lin v sn xut ch. Th trng nc ngoi. Xut khu l mt phn ca chin lc t u. Hin nay c ph ca Trung Nguyn c mt hn 40 quc gia, trong c M v Anh. 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 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, iLoan, Malaysia, Philippin... Trung Nguyn u t hn 2.200 t ng trong 5 nm qua cho h thng cng ngh hin i v b quyt. y l iu kin Trung Nguyn nng cao cht lng, sn lng, a dng ha sn phm, tng nng sut p ng nhu cu kinh doanh ti th trng ni a v chin lc chinh phc th trng th gii. i th cnh tranh i th cnh tranh ln nht l Nescafe, ngoi ra cn c Vinacafe, v Moment. i th cnh tranh ca Trung Nguyn trong tng lai khng ai khc hn chnh l 2 i gia cafe noi ting th gii Stacksbuck va Gloria Jeans Coffee, y l 2 i gia v nhng quyn thng mi v cafe ni ting th gii.

Cuc chin trong nc gia hai nhn hiu G7 v Nescafe l mt trng hp c bit th v. Trc ngy 23/11/2003, trn th trng c ph ha tan Vit Nam, Nescafe l k thng tr vi th phn chim gn 60% ton th trng. Vinacafe vi 38,45% th phn. 5,6 % th phn cn li l khong trng dnh cho cc thng hiu khc. Trung Nguyn em qun vo tn ta nh ni c tng hnh dinh ca Nescafe mi ngi tiu dng ung th, so snh v chm im trc tip, cn t chc nhng ngy hi c ph rt tng bng ti Dinh Thng Nht v cc a im khc, km theo nhiu hot ng tc ng su n ngi tiu dng nh cuc thi tng kinh doanh, xy dng thng hiu cho nng sn Vit Nam Kt qu: a s ngi tiu dng cho bit thch hng v G7 hn. Cuc din thay i: Nescafe cn 44,05% th phn, Vinacafe cn 28,95%, G7 chim 21% v 5,2% cn li cho cc thng hiu khc. Nescafe hon ton mang tnh quc t. Tc sn phm ca Nescafe bn cho ngi tiu dng Vit Nam ng nht vi khu v sn phm bn cho th trng ton cu. Trc i th Trung Nguyn, Nescafe thay i mnh t mu bao b n nhng khu hiu tip th nh 100% c ph Vit Nam, Hng v Vit Nam hn Cn u t hn 400,000 Euro cho vic h tr trng c ph sch ti Bun Ma Thut. Gn y, G7 v Nescafe ang gip chin xung quanh tnh t mnh. Trung Nguyn: Gip suy ngh mnh hn, Nescafe:Ngon hn, v c ph mnh hn. Trung Nguyn: V c ph cc mnh, Nescafe: Bn mnh th cha? Th phn c ph ha tan, gia mt bn ang ra sc bo v th phn v mt bn ang tng bc ginh ly th phn. G7 mi chnh l ngi dn dt trn u. Trit l ct li lu nay ca G7 l chin u v thng hiu Vit, ku gi s ng h, ng thun ca ngi tiu dng ng bo cho mt thng hiu ni a. Tuy nhin, sc thuyt phc t thng ip ny ang gim dn, ngi tiu dng ang trng ch mt G7 mi m, mang tnh quc t hn v chinh phc ngi tiu dng bng nhng li th mnh m, r rng trn nhiu phng din, ch khng ch c nhn mnh yu t cm tnh nh tnh yu nc hay lng t ho dn tc. Trn ht, ngi tiu dng ang mong ch mt Trung Nguyn tm vc mi th hin qua nhng hnh ng v kt qu c th Chu k sng Chu k sng ca sn phm l thut ng m t s bin i doanh s tiu th k t khi hng ho c tung ra th trng cho n khi n phi rt lui khi th trng.

Chu k sng ca sn phm gm 4 giai on: Giai on tung sn phm vo th trng; giai on pht trin; giai on chn mui; giai on suy thoi H3 Chu k sng ca sn phm

S tn ti ca chu k sng sn phm l hin nhin, hy vng v s tn ti lu di vi doanh s cao i vi mt sn phm, chng loi sn phm hoc nhn hiu sn phm l chnh ng. Nhng hy vng ch t c khi doanh nghip bit c s din bin ca chu k sng, c im ca n, ng thi c nhng iu chnh chin lc Marketing ph hp. 3.1.2 Khch hng Phn khc th trng Phn khc th trng tiu dng Tiu thc a l Chia th trng theo khu vc bc, trung v nam. Min Nam c lng tiu th cao gp 4 - 5 ln so vi min Bc v min Trung. Trong ch trng so snh 2 thnh ph ln l Tp H Ch Minh v H Ni. Qua kho st hai thnh ph ln cho thy, trong nm 2008, bnh qun mt gia nh Tp.HCM tiu dng 6,1 kg c ph/nm, cao gp 3 ln so vi H Ni. Tiu thc dn s - x hi:

Mt : Tiu dng khu vc thnh th tng gp 2 ln so vi khu vc nng thn i vi dng

bt . Nng thn c lng tiu dng thp nhng tc tng nhanh, trong dng bt v ha tan u tng. o thp. o tui: Kho st cho thy khch hng tui thanh nin v v thnh nin c mc tiu th Nhm thanh nin v trung nin c mc tiu dng c ph cao nht. Nhm tui gi (>65) mc tiu th tng rt t v ch tng lng tiu th c ph bt. o Ngnh ngh: Cn c ph bt ti nh, tim nng H Ni l nhn vin dch v, k thut vin; Tp.HCM l nhn vin vn phng, th th cng, lc lng v trang. Ring c ph ti qun, tim nng H Ni v Tp.HCM l n gii. Nhng ngi lm vic nhiu v tr c v c k nng chuyn mn, k thut vin tiu th c ph nhiu nht. Mc tiu th cng tng mnh lao ng gin n. Tiu thc tm l: o Li sng: Ti Tp.HCM, c ph c ung ti qun nhiu hn. Ngc li, H Ni ung ti Tiu thc hnh vi tiu dng: o Tnh hung mua hng: Do thi quen thng thc c ph ca mt s ngi Vit Nam Mt s ngi lm vic nhiu v tr c v c k nng chuyn mn, k thut vin tiu th c ph nhiu nht. Mc tiu th cng tng mnh lao ng gin n. o Thi khch hng: Loi c ph c a chung hai thnh ph cng khc nhau. Tp.HCM ch yu dng c ph bt, cn H Ni ch yu l c ph ha tan. H Ni, vic tng qu bng c ph kh ph bin vi dng c ph ha tan. Ti H Ni, cc h cha c thi quen v khng bit cch chn c ph. H cng lo ngi v c ph gi, cht lng ca c ph ha tan ( c th thay th c ph pha). o Mc trung thnh vi nhn hiu: Khi sn phm mi c a ra th trng th mi ngi bit n thng qua truyn ming (Ngy 20/8/1998, qun c ph u tin ti 587 Nguyn Kim, qun Ph Nhun vi hnh thc phc v min ph trong vng 10 ngy). Cng v nhiu loi c ph nh nhiu hn v c mt nhm ng k ung vn phng. c ph tng nhanh nht, c v c ph bt v c ph ha tan. Dn s: i vi doanh nghip, th trng nng thn, gii tr, c ph ha tan, h gi thnh v gi bn l; lu hn n khu v v phong cch ung ca nhm thu nhp thp v trnh hc vn

 khch chn la v hng dn cch thng thc c ph theo kiu Trung Nguyn. Mi loi c ph mang mt hng v c trng ring. C s khc bit c trng gia c ph Robusta v Arabica, gia Culi Robusta v c ph S, c ph Chn... o Li ch tm kim: Khch hng quan tm khi mua c ph tiu dng ti nh l khu v, chng loi, nhn hiu, sau mi n gi bn, bao b v ni mua. Trung Nguyn gii thiu n khch hng sn phm cafe ca mnh,ng thi hng dn khch cch thng thc cafe "theo kiu Trung Nguyn". Khch hng: S n nhn nhit tnh v nhanh chng ca ngi tiu dng to nn mt hin tng Trung Nguyn trn mnh t Si Gn nng ng v y cnh tranh. Trung Nguyn thc hin mt cuc xm nhp th trng ngon mc nht trong lch s xy dng thng hiu Vit Nam. Ch trong vng 5 nm, t mt xng sn xut nh ti Bun Ma Thut, Trung Nguyn c mt ti mi min t nc. 3.2 H thng sn phm v dch v Trung Nguyn hng ti th trng trn nhm khch hng khng ng nht: t nhm thanh nin n ngi ln tui. mi tui c nhng khu v thng thc c ph khc nhau. V th, cng ty cho ra i nhiu sn phm ph hp vi th hiu ngi tiu dng. a dng ha sn phm: Da trn nn tng bn sc vn ha Vit vi mang n cho khch hng s cm nhn rt khc bit v cch thng thc c ph m lu nay h cha tng c bit n. Trung Nguyn nghin cu v pht trin 30 loi c ph pha ch c hng v ring bit, to ra 9 loi mc hng v khc nhau cho sn phm ca mnh. Vi n lc ca mnh Trung Nguyn cho ra i nhng sn phm caf thng hng nh : caf chn- mt loi cafe t nht th gii v cng him nht th gii- xut khu sang cc nc pht trin. Hay sn phm caf ha tan G7 c u t k lng t cch t tn,bao b sn phm,h thng qung b..... vi tham vng chinh phc th trng 7 nc pht trin. 3.2.1 Cc loi sn phm v c im sn phm a) C ph Trung Nguyn c 3 loi chnh: Sn phm cao cp : Trung nguyn coffee. c bit cho sng to Weasel (250g) Diamond collection (250g) Legendee (250gr v 500 gr)

clacssic blend (ion 425g)

Sn phm trung cp Passiona( gi 250g) C ph sng to: Sng to 1: culi robusta( gi 250 g) Sng to 2: arabica robusta( gi 250g) Sng to 3: arabica s( gi 250g) Sng to 4: culi thng hng( gi 250g) Gourment blent( gi 250g - 500g) - loi tinh t cho ngi snh c ph. House blend( gi 250g - 500g) - loi m cho ngi gu mnh. C ph ch phin: Ch phin 1: culi robusra Ch phin 2: arabica v bobusta Ch phin 3: arabica s Ch phin 4: arabiva, robustam catimor, excelca Ch phin 5: culi arabica Hng rang xay co 11 loi: Culi robusta Robusta arabica Aribica s Culi thng hng Culi arabica Robusta brazil Arabica eakmat Legendee Espresso buon ma thuot special Robusta spercial Robusta- arabica premium Sn phm ph thng: Nu - sc sng( loi 1)

 Kht vng( loi 2)

S- chinh phc( loi 3) b) Sn phm c ph ha tan G7 c 4 loi: G7 3 trong 1 H thng sn phm c ph 3 trong 1

G7 ha tan en c hp 15 sachet( 2g). G7 cappuccino c 3 loi hng v: G7 capuccino - hazelnut: hng v nng nn ca ht d v c ph ho hng vng t Bun Ma Thut. G7 capuccino - irish cream: mi ru liqueur, thong nh, v kem thm ngon cng tinh cht c ph ti. G7 capuccino - mocha: hng v socola v c ph. G7 2 in 1 - mnh cha phi ng gu

C dy 10 sachets* 16g Hp 15 sachets*16g c) C ph ha tan passiona_ c ph dnh cho phi p d) C ph 777 - c ph mnh suy ngh mnh Lucky- arabica, robusta( hp 250g v 500g)
Hero- arabica, rabusta( 100g v 500g)

Min- arabica, rabusta( 100g v 500g) Victory- arabica, rabusta( 100g v 500g). Nh danh mc sang phm ca c ph Trung Nguyn trn ta thy Trung Nguyn thc hin chin lc a dng ha sn phm. T sn phm cao cp n sn phm ph thng, c ph khng ch dnh cho phi mnh m cn dnh cho c phi p. vi nhng tc dng ngy cng nhiu m c ph mang li: tng cng tr nh, gip khe hn, p cho da v nhng thi quen thng thc c ph, v vy m sn phm ny ngy cng rt c a chung vi ngi tiu dng. 3.2.2 Kiu kinh doanh v cch thc phn phi a) Kiu kinh doanh Vi hnh thc kinh doanh nhng quyn thng hiu, C ph Trung Nguyn l Cng ty Vit Nam u tin p dng m hnh kinh doanh nhng quyn thng hiu. Bng s nng ng v sng to, Trung Nguyn xy dng c mt h thng qun nhng quyn rng khp trong nc v ti cc nc Nht Bn, Singapore, Thi Lan v Campuchia vi mt phong cch thng thc c ph rt ring. Theo cc sn phm c ph Trung Nguyn c sn xut t nhng ht c ph ngon nht ca vng cao nguyn Bun Ma Thut, kt hp vi cng ngh hin i v b quyt ring c gii thiu n tt c mi ngi tiu dng trong nc v trn th gii. T h thng Nhng quyn ny, Trung Nguyn mang ti ngi yu c ph mt phong cch thng thc c ph rt ring, mang bn sc vn ha Vit nam, nhng tinh hoa ca nhn loi. Trong khng gian Trung Nguyn, nhng tn c ph khp mi ni s cm nhn c nhng nt vn ha c ph c o ca Vit nam, cha ng nhng tinh hoa v mt gi tr trit l bao trm, hng nhn loi ti nhng gi tr pht trin mi: sng to, hi ha v pht trin bn vng. Ngy nay, vi khong 1,000 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 cc sn phm c ph Trung Nguyn c sn xut t nhng ht c ph ngon nht ca vng cao nguyn Bun Ma Thut, kt hp vi cng ngh hin i v b quyt ring c

gii thiu n tt c mi ngi tiu dng trong nc v trn th gii vi 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. b) Cch thc phn phi 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.

- 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. 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. H thng qun nhng quyn ca Trung Nguyn ti TP.HCM:
Qun 07 Nguyn Vn Chim

a ch : S 07 Nguyn Vn Chim, P. Bn Ngh, Qun 1

Qun 603 Trn Hng o /a ch: 603 Trn Hng o, P cu kho, Qun 1 Qun H Tng Mu/a Ch : 50 H Tng Mu,P Bn Ngh, Qun 1

 Showroom: a ch: 587 Nguyn Kim, Q.Ph Nhun Qun Hai 349 B Trng/a ch: 349 Hai B Trng, P8, Q3. Qun 26B L Li/a ch: 26B L Li, Q1 Qun 272 X Vit Ngh Tnh/a ch: 272 X Vit Ngh Tnh, P. 25, Q. Bnh Thnh Qun im 219 L T Trng/ a ch: 219. L T Trng, Q.1 Qun Ga Si Gn/ a ch: 01 Nguyn Thng, Q3 Qun C ph chiu th 7/ a ch: 37 Nguyn nh Chiu, Q3 Qun Nguyn Vn C/ a ch: 104 Nguyn Vn C, P Nguyn C Trinh, Q1

H thng qun nhng quyn ca Trung Nguyn ti H Ni:

Hi qun sng to Trung Nguyn/ a ch: 36 in Bin Ph, Ba nh, H Ni Qun Th vin quc gia/a ch: 52 Hai B Trng, Hon Kim, H Ni 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. 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 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 3.2.3 H gi tr ca chui qun nhng quyn Trung Nguyn Thng ip Ni hi t ca ngng ngi yu v am m c ph c th hin qua rt nhiu yu t ti h thng qun, tp trung vo cc vn : - Am hiu, am m c ph + Ch phc v nhng loi sn phm c ph cht lng c bit nht + S dng nhng cng ngh hin i nht & B quyt Phng ng c bit. + i ng phc v c o to v am hiu k lng v c ph cng vi mt tinh thn c ph mi. - Khng gian c bit em li ngun cm hng cho sng to Dng vi trit l c ph v s sng to v pht trin bn vng, khng gian qun c ph s c thit k mang li cho ngi yu c ph s thoi mi, tin dng khuyn khch ti a kh nng t duy v sng to nhm t c nhng thng hoa, thnh cng trong cuc sng. - Khng gian chia s v kt ni nhng am m Cho nhng ngi am m c ph, qun c ph Trung Nguyn s l ni gp g, s chia nhng s vui bun, thnh cng trong cuc sng ca tt c mi ngi n t khp ni trn ton th gii. Bt k h l ai, da trng hay da nu; ngi giu hay ngi ngo; ngi theo trng phi, tn gio no hay thuc ng phi chnh tr no. Tt c s cng nhau bn mt khng gian c ph nng m s s chia, s chn thnh hng th gii n mt s an bnh, hi ha hn. 3.3 H tng v hu cn 3.3.1 C s v a im kinh doanh Cng ty c phn c ph Trung Nguyn : - Tr s chnh ti 82 84 Bi Th Xun, phng Bn Thnh, qun 1, Tp.H Ch Minh - Trung tm phn phi ti 168 Phan Vn Tr, qun G Vp, Tp. HCM, hng ha c tp trung ti y trc khi a n cc nh phn phi - Trung Nguyn c 2 nh my: + Nh my Bnh Dng: Khu cng nghip Tn ng Hip A, Huyn D An, Bnh Dng vi din tch 30.000m2. y l nh my sn xut c ph ha tan nhn hiu G7 vi cng sut 3.000 tn/nm. + Nh my Bun Ma Thut:

Khu tiu th cng nghip Tn An, phng Tn An, Tp.Bun Ma Thut, tnh Daklak vi din tch 50.000m2. y l nh my ch bin c ph rang xay c cng sut 10.000 tn/nm.Vi mc u t trn 40 triu USD va khi cng nhm phc v cho mt giai on pht trin mi. - Trung Nguyn c 5 chi nhnh: + Chi nhnh H Ni: Hiu sch Trung tm T Lim, Khu Lin C Quan, x M nh, huyn T Lim, H Ni. + Chi nhnh Nng: 138 Nguyn Th Minh Khai, Q.Hi Chu, Tp. Nng. + Chi nhnh Cn Th: 78 ng 3/2, P.Hng Li, Q.Ninh Kiu, Tp.Cn Th. + Chi nhnh Bun Ma Thut: 268 Nguyn Tt Thnh, Tp.Bun Ma Thut, tnh Daklak. + Chi nhnh ti Singapore. Ca hng G7mart chun (phi t c iu kin c din tch rng hn 200 mt vung) c cng ty C phn thng mi v dch v G7 u t ti chnh (t 50-200 triu ng/1 ca hng); u t h thng nhn din, hun luyn phng thc bn hng hin i, cung cp gii php chun ha trong trng by hng, h thng phn mm qun l bn l, h thng bng qung co Hin c 500 ca hng G7 chun v hng nghn cc ca hng G7Mart thnh vin bt u hot ng trn ton quc. Trong nm 2006, ngoi 500 ca hng G7Mart chun, c 9.500 ca hng G7mart thnh vin v 60 trung tm phn phi G7mart i vo hot ng. n nm 2010, k hoch t ra l trong nc s c 35.000 ca hng tp ho v ca hng thnh vin tham gia d n G7Mart. G7 s xy dng c 200 trung tm phn phi, 100 Tng kho phn phi, 7 Trung tm thng mi v 7 i siu th. 3.3.2 Trang thit b v cng ngh phc v kinh doanh Cng ngh: Cng vi dy chuyn rang-xay-ng gi khp kn theo cng ngh ca CHLB c. u nm 2001, Cng ty c ph Trung Nguyn t hng cc nh khoa hc Khoa C kh, Trng H Bch khoa TP HCM ch to thit b rang c ph khp kn, t hao nhin liu, khng gy nhim mi trng v d s dng. Sau gn mt nm, nhm nghin cu do tin s Trn Don Sn ng u cho ra i thit b rang tm c ph t bng du. D vy, khi rang, do nhit cao nn cc thit b c kh n ra, dn n ma st ln lm thit b kh quay, pht ra ting ng.

Sau Trung Nguyn nhp mt thit b rang c ph do hng Probat (c) ch to, cng sut 120kg/m cc nh khoa hc quan st v sn xut theo. Mt gn mt nm gii m chic my ny, tin s Sn cng cng s ch to mt chic thit b tng t, nhng c ci tin ph hp vi thc t c ph trong nc (v khc bit v c ht, m). Thit b c iu chnh nhit t ng, bn t ng. Khi t ch nhit thch hp (230 240 C) th c ph chn v thit b t ng tt. Nu c ph chn, nhng mu sc cha t th c th iu chnh thm thi gian rang. Cho rang quay u nn khng c ph khng b chy v chn u. Vi thit b ny, thi gian xong mt m c ph trong khong 20 pht, lng gas tiu tn khng cao hn thit b nhp ngoi. 3.3.3 Khng gian trng by n Bun M Thut m khng gh thm lng cafe Trung Nguyn th s thiu i cht hng v quyn r ca vng t bazan nng hu v m p. Lng cafe Trung Nguyn c li kin trc hi ha vi cnh quan t nhin xen ln s sp t tinh t. Lng chia thnh 3 khu. Khu m thc vi nhng ch ngi trong nh c Trung B, trong hang ni hoc ngoi tri... Khu bo tng vi ngi nh rng kh to vi con ng nh bc qua h nc rt th mng. Khu trng by sn phm tiu biu hnh nh cng ang trong giai on hon thin. Sn phm by bn ch yu l cafe do cng ty Trung Nguyn sn xut. Cafe y tht s ngon. V iu th v nht c l l gi 1 phin cafe nng, th mnh vo khng gian yn tnh... 3.3.4 Ngun nhn lc Hin nay, tp on Trung Nguyn c khong gn 2000 nhn vin lm vic cho cng ty c phn Trung Nguyn (TP.HCM), cng ty c phn c ph Trung Nguyn (BMT), cng ty c phn TM & DV G7, nh my c ph Trung Nguyn (Bun Ma Thut), nh my c ph ha tan Trung Nguyn (Bnh Dng), chi nhnh Trung Nguyn Cn Th, Bun Ma Thut, Nng, H Ni, Chi nhnh Trung Nguyn ti Singapore. Ngoi ra, Trung Nguyn cn gin tip to cng n vic lm cho hn 15.000 lao ng qua h thng qun c ph nhng quyn trn c nc. i ng qun l ca tp on Trung Nguyn hu ht l nhng ngi tr, c o to bi bn, cng vi cc chuyn gia t vn c kinh nghim lm vic trong cc tp on nc ngoi, lun

c to nhng iu kin lm vic tt nht c th hc hi, pht huy kh nng v cng hin vi tinh thn cam kt - trch nhim danh d . Mt i ng cc chuyn gia, t vn chin lc hng u th gii, ang cng Trung Nguyn hoch nh cho mc tiu chnh phc v th trng th gii. 3.4 Ti chnh v chi ph Thng 5/2005 Trung Nguyn a vo s dng nh my ch bin c ph rang xay ti Bun Ma Thut vi kinh ph u t hn 10 triu USD. Vic lin tc y mnh qui m hot ng sn xut ny a sn phm c ph Trung Nguyn c mt trn th trng ca 43 quc gia, trong c ph ho tan G7 cng xut hin ti 20 nc nh M, Nht, Nga Ngy 2/11/2005 Trung Nguyn a vo hot ng Nh my c ph ho tan G7 ti KCN Tn ng Hip A - Bnh Dng. y l nh my c cng sut sn xut c ph ho tan ln nht VN hin nay: 3000 tn/nm vi tng chi ph u t trn 10 triu USD. Ton b dy chuyn thit b, cng ngh ca nh my c sn xut, chuyn giao trc tip t FEA s.r.l, cng ty hng u trong ngnh ch to thit b ch bin thc phm v c ph ho tan ca . Ngy 9/6/2009, Trung Nguyn chnh thc khi cng xy dng nh my sn xut c ph vi cng ngh hin i nht th gii ti kLk. Mt nh my ch bin c ph c u t vi tng s vn u t hn 40 triu usd, xy dng trn din tch 27.000m2 v c chia lm 2 giai on. - Giai on 1, u t gn 20 triu USD cho cng tc xy dng c s h tng, cc h thng vn hnh c bn. - Giai on 2, s tip tc u t ton b ngun vn u t cn li cho vic mua sm cc h thng trang thit b vn hnh, my mc cng ngh theo tiu chun hin i nht th gii, ng thi xy dng m rng nh my thm 50.000m2. D kin cng sut thit k nh my t hn 60.000 tn c ph ch bin mi nm v theo k hoch, sau 18 thng nh my s c hon tt, a vo hot ng vn hnh chnh thc. Song song vi vic u t xy dng nh my, Trung Nguyn cng ang tin hnh xy dng Qu Trung Nguyn h tr nng dn trng c ph v Pht trin cy c ph bn vng, (tn vit tt ting Anh Trung Nguyen Coffee Foun), vi ngun vn hat ng ban u l 15 t ng/nm. IV u, nhc im ca m hnh kinh doanh Cafe Trung Nguyn l mt minh chng cho s thnh cng ca thng hiu Vit. Mt trong nhng yu t to nn thnh cng ca thng hiu ny l vic s dng chin lc

marketing hiu qu c bit l vic xy dng mt thng hiu cafe ha mang m bn sc dn tc. 4.1 u v nhc im ca hnh hnh thc nhng quyn ti Trung nguyn u im - Nhanh chng m rng mng li phn phi ca c ph Trung Nguyn .Ch trong vng 2 nm ra mt trn th trng, Trung Nguyn gy mt n tng mnh cho ngi tiu dng khi ch trong mt thi gian ngn c ti gn 500 ca hng c ph Trung Nguyn xut hin t Bc vo Nam - Thu c khon ph t nhng quyn pht trin cng vic kinh doanh. Nhc im - Mt trong nhng tai nn thng xy ra l thng hiu nhi. Do cht lng ca cc hng gi thng hiu khng t tiu chun, gy nhm ln cho khch hng v nh hng nghim trng ti uy tn ca nh nhng quyn v doanh thu ca nh nhn quyn n l. Hin tng ny buc cc nh nhng quyn lun phi trong t th sn sng tham gia cc v kin vi phm bn quyn. Thng k gn y ca Cng ty c ph Trung Nguyn cho bit c hng trm ca hng c ph Trung Nguyn gi m khng th x l v kim sot trit c. - Cc ca hng nhng quyn nhng a im khc nhau nhng ch cn phong cch phc v mt a im khng tt i vi khch hng s dn n cch ngh tiu cc cho ton b h thng c ph Trung nguyn - Kh qun l ton b h thng, t phong cch trang tr cho ti cung cch phc v - H thng nhng quyn cng ln, h cng d mt quyn kim sot nu bn sc thng hiu khng c cng c v bo v. 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 va pht trin m hnh mi m ny. Nhng cng kh c th nhn xt thnh cng s vang di hn chng no nu ngay t u Trung Nguyn u t vo vic bo v v kim sat bn sc thng hiu ca mnh mt cch nghim ngt v ng b hn. Kh khn ln nht ca h thng c ph Trung Nguyn hin nay l vic xy dng v trin khai tinh cht khi ngun sng to n cc qun c ph trong h thng ca mnh khng tht s gy c n tng nh mong i trong tm tr khch hng 4.2 Thnh cng v tht bi ca knh phn phi Trung Nguyn
Nhng thnh cng ca knh phn phi Trung Nguyn

Va thm nhp th trng hn 3 nm nh G7 (chnh thc tham gia th trng ngy 23.11.2003), nhng u G7 lm c c th gi l thnh cng v chin lc sn phm, chin lc phn phi rng khp. Knh phn phi Trung Nguyn t hiu qu ch trong mt thi gian ngn mt phn khng th khng nhc n trong chin lc ca Trung Nguyn trong vic xy dng thng hiu G7 l PR. Th nht, trong thnh cng ca thng hiu Trung Nguyn, cng tc quan h cng chng (PR - Public Relations) ng vai tr quyt nh. C th ni, chnh PR to nn cn st Trung Nguyn. Trong vic xy dng mt thng hiu mi, s ng h ca cc phng tin thng tin i chng c ngha cc k to ln.PR tr thnh cu ni trc tip n lng tin ca ngi tiu dng. V khng c g ng ngc nhin khi ch trong mt thi gian ngn, Trung Nguyn chim c cm tnh ca ngi tiu dng. iu g thu ht s quan tm ca gii bo ch n Trung Nguyn? T mu bazan ca vng t cao nguyn n m iu du dng ca slogan khi ngun sng to, t kinh nghim qun l ca Ban Gim c Trung Nguyn n b mt ca k thut rang xay cafe... Song nguyn nhn trc tip v r rng nht dn n s quan tm ca bo ch chnh l tnh hin tng ca Trung Nguyn. Th hai, tnh hin tng Trung Nguyn. Ung cafe c th coi l mt nt vn ho mang m bn sc ca ngi Nam B. Cc qun cafe l im hn thng xuyn ca nhiu tng lp: t sinh vin, hc sinh ti cn b cng chc, t cng nhn lao ng ti gii vn ngh s... V chnh l c hi ca Trung Nguyn: Trung Nguyn l thng hiu Vit Nam u tin c xy dng v qun l mt cch bi bn trn th trng cafe Vit Nam. Th ba, phng thc kinh doanh nhng quyn. Trung Nguyn l thng hiu Vit Nam u tin thc hin chin lc nhng quyn thng hiu ti Vit Nam v vn ra th gii. Chnh hai ch u tin to nn cn st cc bi vit v Trung Nguyn. Th t, G7 tung ra trong giai on ny vi nhiu chin dch rm r to mt n kh bt ng i vi Nescafe. Th 5, tn dng s thnh cng ca thng hiu c ph phin Trung nguyn, mt thng hiu thnh cng ko theo mt thng hiu mi. Th 6, h thng knh phn phi snh c trn mi min t nc, v th trong mt thi gian ngn G7 c mt hu ht cc ca hng tp ha.

Th 7, nh vo lng t ho dn tc, tinh thn dn tc thu hiu vn ha

Nhng tht bi ca knh phn phi Trung Nguyn

Th nht, gi y, mi quan tm ca bo ch i vi Trung Nguyn ang ngy mt nht i, n gin bi hai ch Trung Nguyn tr nn quen thuc. Khi s quen thuc xut hin, cng l lc tnh hin tng khng cn. Trong 6 thng cui nm 2003, c trn 30 tin, bi v Trung Nguyn trn cc bo, th trong nm 2004, con s ny gim i gn mt na. Th hai, Trung Nguyn ang tr nn khng ng nht v nhiu mt. C th thy r s khc nhau v gi c, cht lng cafe 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. C hai l do chnh gii thch s chnh lch trn: - Trung Nguyn ang s dng chin lc khc bit ho v gi, ngha l khch no gi y. Mc tiu ca chin lc ny l ti a ho li nhun. Song iu ny khng ph hp lm trong franchising. - Chin dch franchising t dn n cht lng nm ngoi tm kim sot. Trung Nguyn khng th kim sot c ht cc i tc thu thng hiu. V iu tt yu l cc qun Trung Nguyn ny mnh ai ny lm.V li ch ring, ch cc qun c ph nhng quyn ca Trung Nguyn t thay i gi c, hnh thc v cnh tranh vi chnh cc qun c nhng quyn khc. S chnh lch trn gy tc hi rt ln cho qu trnh nh v hnh nh Trung Nguyn trong tm tr khch hng. Th 3, Trung Nguyn b tt li ng sau nhng thnh cng vn c ca h. Do s dng m hnh nhng quyn khng ton din (tc l bn nhng quyn l ch th s hu thng hiu/san phm/dich vu thng khng n lc kim soat cht che hoat ng cua bn nhn quyn va thu nhp cua bn nhng quyn chu yu t vic ban san phm hay dich vu, v bn nhng quyn thng c nh m rng nhanh chng h thng phn phi nhm gia tng bao ph th trng, doanh thu & i trc i th), do h thng franchise ca Trung Nguyn b vt qu tm kim sot, khng m bo s ng nht v to phong cch ring tng t c li th thng hiu i u. Th 4, ti cc siu th, sn phm c ph Trung Nguyn nm nhng gc khut, kh nhn thy. Th 5, nhiu ca hng G7-mart c hnh thc c k, hng ha sp xp khng p mt, lm mt i hnh nh sng to ca Trung nguyn.

V. XUT NHNG CI TIN V I MI Chin lc pht trin ca cng ty, ng ng L Nguyn V ni: Trung Nguyn mi i qua 2 trong 5 bc thang chin lc. Hai bc u l gy dng cng ty, hon thin h thng phn phi, a vn ha v s ng nht vo sn phm. Bc cui cng l i n ton cu. Hai bc thang gia l b mt kinh doanh nn cha tit l. Nh vy, mc tiu di hn ca Trung Nguyn l vn ra th trng ton cu, khng nh thng hiu c ph Vit Nam. Song, chin lc phn phi ca Trung Nguyn trn th trng ni a, thi gian qua t c nhiu bc ph, nhng vn cn nhng ht sn trong h thng knh. Qua phn tch, nhm xut mt s kin ngh nh sau: Th nht, hon thin phng thc qun l trong h thng nhng quyn Chnh sch g cc nh phn phi cng lin kt vi Trung Nguyn m rng h thng phn phi mt cch tt hn? Cn i tht thng minh gi hai yu t: + Mt l nhng gi tr, quyn li vt cht trc mt. + Hai l nhng gi tr mang tnh tinh thn, tnh cng ng v c tm xa. Nu ch quan tm n yu t th nht m b qua yu t th hai, Trung Nguyn ch thng c trong ngn hn. C bn vn Trung Nguyn nn lm chim c hay chim li th phn trong nc, khi ngy cng nhiu i th cnh tranh: + Trung Nguyn cam kt vi ngi tiu dng cht lng sn phm lun ng hng u. +Hng ha ca Trung Nguyn phi n gn tay ngi tiu dng nht v mt vt l, gi c cho n hnh nh. Hai ci cng ty c gng lm tt nht. + Trung Nguyn phi n lc lm sao ngi tiu dng trong nc thy c hoi bo ca Trung Nguyn v chia s c vi Trung Nguyn. V d cc tp on a quc gia v c ph c xm nhp t vo Vit Nam, Trung Nguyn vn gi c th phn v nim tin ni ngi Vit. Ct li ca tinh thn c ph l p ng s kt ni si dy lin kt chung c ph, s sng to, thnh vng trong ha bnh, ng thi l biu tng ca nh hng nhu cu pht trin bn vng, ly kinh t xanh lm nn tng s trng tn ca con ngi v Tri t. + M rng th trng bng vic thnh lp thm cc qun c ph nhng quyn khng c ngha c l l hnh nh thng hiu ca mnh, Trung Nguyn cn sit cht hn cc quy nh i vi h thng nhng quyn ca mnh, cc qun c ph nhng quyn phi cam kt lm theo nhng quy nh y, nhm to c s ng nht v hnh thc qun, cung cch phc v, pha ch,

gi c khin cc khch hng d n bt c qun no ca Trung Nguyn u cm nhn c s ging nhau y, u cm nhn c phong cch Trung Nguyn. Bn cnh , Trung Nguyn nn i su vo ci tin cht lng h thng phn phi G7Mart theo hng dch chuyn t chiu rng sang chiu su, ch trng u t v ngnh, v pht trin h thng nhng quyn trong nc v quc t. Th hai, chuyn mn ha vai tr ca tng thnh vin trong knh phn phi v nu c cc xung t nu c th phi iu gii mt cch hu hiu. Trung nguyn cn c mt chin lc mi tip cn th trng, l thc hin qun tr knh phn phi, y l mt xch quan trng nht c th mang li li ch cho tt c i tc tham gia trong knh. V vic thay i cc knh phn phi l vic lm kh khn nht so vi thay i cc yu t khc trong chin lc tip th ca mt doanh nghip ni chung cng nh l Trung Nguyn ni ring. Th ba, Trung Nguyn cn nhng ngun lc mi, tinh thn mi; cn nhng nhn t mi, con ngi mi l cc i tc phn phi vng mnh, cc nhn vin bn hng gii, cc c nhn xut sc chng ta cng hp lc hng n s thnh cng chung, cng nim t ho chung Th t, cn xc lp mt cng l thng hiu mi cho cc nc trng c ph trn th gii nh Vit Nam, v din trnh cch mng ca cy c ph s l ngun cm hng, l ng lc, l nim tin cc nc th gii th hai, th gii th ba vn ln khi i ngho, lc hu, trnh b b li trong qu trnh th gii ton cu ha. Th nm, hnh thnh c ch mang li s hi ha li ch cho mi i tng c lin quan: nng dn trng c ph, doanh nghip ch bin v kinh doanh, ngnh c ph Vit Nam v th gii, cc ngnh du lch, thng mi, ti chnh,.. cho n nhng ngi th hng c ph cui cng s mang li nhng gii php sng to pht trin nhn loi Th su, cn lu n vn qun tr knh phn phi: Vic thay i cc knh phn phi l vic lm kh khn nht so vi thay i cc yu t khc trong chin lc tip th ca doanh nghip. V vy, cc doanh nghip cn c mt chin lc mi tip cn th trng, l thc hin qun tr knh phn phi, y l mt xch quan trng nht c th mang li li ch cho tt c i tc tham gia trong knh. Rt kh to ra nhng thay i mnh m trong h thng knh phn phi. Mc d s pht trin ca cng ngh c th gip tip cn khch hng d dng hn, thc hin cc giao dch nhanh chng

hn v qui trnh kinh doanh gn kt hn, th vn cha c mt thit k hiu qu cho cc knh phn phi. V d, khi pht hin ra rng h thng knh phn phi khng c kh nng y mnh tiu th sn phm ra th trng, ngun nhn lc bn hng yu. Lc , cng vi vic duy tr v tng cng nhu cu ca khch hng i vi cc sn phm khc, qun l vin cn a ra tng xy dng chng trnh khuyn khch, lp k hoch xc tin v qung b sn phm. Qun tr knh phn phi c th hin qua : Tng cng gi tr li ch cho khch hng To ra knh c tnh gn kt v c kh nng ng dng. Qun tr knh khng phi l hot ng phc li x hi. Cc i tc u c khuyn khch tham gia. Qun tr knh i hi vic thit lp v qun l hiu qu cc mi quan h cc thnh vin u c hng li v khng c thnh vin no b o thi ra khi h thng To ra cc thay i ca knh phn phi. y l mt thch thc ln song cng l c hi. Thay i s to ra li ch trong di hn, ch khng th ngay lp tc mang li li ch cho doanh nghip. Nh qun tr knh cn thng xuyn hng dn v nh hng thit k knh phn phi, thc hin qun l knh nhm p ng nhu cu ca khch hng v to ra li nhun cho cc i tc Th by, cn thng tho vi cc siu th sn phm Trung Nguyn c th c ch ng d nhn thy, d tm hn i vi khch hng i siu th. Th tm, pht trin cc ca hng bn l theo phong cch chuyn nghip hn (c thm cc dch v giao hng tn ni, gim gi khi khch hng mua s lung nhiu) v hnh thc qun cng cn chnh trang theo phong cch Trung Nguyn, ngay t xa khch hng c th nhn ra l ca hng ca Trung Nguyn. Th chn, ti xc lp hnh nh thng hiu mang m bn sc v lng t ho dn tc. Th mi, pht trin nhanh chng mng li phn phi da trn nn tng h thng nh phn phi, i l v cc ca hng sn c trn th trng; xy dng h thng qun l v hu cn vng mnh vn hnh h thng; sp xp cc ngnh hng nhm pht huy nng lc hot ng ca tng nh phn phi; hp sc vi nh sn xut kh nng giao hng v lu kho. Th mi mt, song song vi s pht trin v s lng h thng phn phi ca hng bn l G7Mart, Trung Nguyn nn ch trng pht trin ngun nhn lc cht lng, h thng IT m bo cht lng dch v ca chui ca hng tin li G7Mart.

KT LUN
Vi nhng n lc,c gng khng ngng trong sn xut v kinh doanh, cng ty c phn Trung Nguyn trong thi gian qua t c nhiu thnh tch, to ra bc tng trng ng k v doanh thu, li nhun, khng nh v th sn phm ca mnh trn th trng. Ban u Trung Nguyn ch l mt nhn hiu c ph non tr ca Vit Nam nhng nhanh chng tr thnh thng hiu c ph quen thuc vi ngi tiu dung trong v ngoi nc. Nh i tin phong trong vic p dng m hnh kinh doanh nhng quyn ti Vit Nam ch trong vng mi 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 su cng ty thnh vin : Cng ty c phn Trung Nguyn, Cong ty c phn c ph ha tan Trung Nguyn, Cng ty TNHH c ph Trung Nguyn, Cng ty CPTM v dch v G7, Cng ty lin doanh Vit Nam Global Gateway(VGG) vi cc ngnh ngh chnh: 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 mi cng ty thnh vin ng thi kinh doanh nhiu ngnh ngh a dng.

DANH MC CC TI LIU THAM KHO

1. 2. 3. 4. Bi ging M hnh kinh doanh ca TS. ng Vn M Trang Web www.trungnguyen.com.vn Trang Web www.webnganhang.com Trang Web www.vnbrand.net