Chng 1 Thc trng hot ng ca doanh nghip 1.1Tng quan doanh nghip 1.1.

1 M t doanh nghip Cng ty C Phn Trung Nguyn. 82-84 Bi Th Xun, phng Bn Thnh, Qun 1, Tp. HCM, Vit Nam T: (84.8) 3 925 1845 - 3 925 1846 Fax: (84.8) 3 925 1847/48 Email: office@trungnguyen.com.vn Ra i vo gia nm 1996 -Trung Nguyn l 1 nhn hiu c ph non tr ca Vit Nam, nhng nhanh chng to dng c uy tn v tr thnh thng hiu c ph quen thuc nht i vi ngi tiu dng c trong v ngoi nc. Ch trong vng 10 nm, t mt hng c ph nh b nm gia th ph c ph Bun M Thut, Trung Nguyn tri dy thnh mt tp on hng mnh vi 6 cng ty thnh vin: Cng ty c phn Trung Nguyn, cng ty c phn c ph ha tan Trung Nguyn, cng ty TNHH c ph Trung Nguyn, cng ty c phn thng mi v dch v G7 v cng ty lin doanh Vietnam Global Gateway (VGG) vi cc ngnh ngh chnh bao gm: sn xut, ch bin, kinh doanh tr, c ph; nhng quyn thng hiu v dch v phn phi, bn l hin i. Trong tng lai, tp on Trung Nguyn s pht trin vi 10 cng ty thnh vin, kinh doanh nhiu ngnh ngh a dng. i tin phong trong vic p dng m hnh kinh doanh nhng quyn ti Vit Nam, hin nay, Trung Nguyn c mt mng li gn 1000 qun c ph nhng quyn trn c nc v 8 qun nc ngoi nh: M, Nht, Singapore, Thi Lan, Trung Quc, Campuchia, Ba Lan, Ukraina. Sn phm c ph Trung Nguyn v c ph ha tan G7 c xut khu n 43 quc gia trn th gii vi cc th trng trng im nh M, Trung Quc. Bn cnh , Trung Nguyn cng xy dng c mt h thng hn 1000 ca hng tin li v trung tm phn phi G7Mart trn ton quc. 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 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. 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. 2007 Cng b trit l c ph v khi ng d n : th ph c ph ton cu ti Bun M Thut. Thng 12 2007 kt hp cng UBND tnh c Lc t chc thnh cng tun l vn ha c ph ti hai thnh ph u cu ca t nc l H Ni v TPHCM. S thnh cng ca tun l vn ha c ph 2007 gp phn nng cao cht lng ca ngi dn v vai tr v tm quan trng ca c ph trong tng lai. 2008 Khai trng hi qun sng to c ph 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 M Thut. 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

Sn phm c ph hin c ca Trung Nguyn bao gm: Trung Nguyn coffee vi 3 chng loi:
1)

Sn phm cao cp: Legendee v sp ra mt Weasel, Diamond Collection, Classic Blend . Sn phm trung cp:5 loi c ph Sng To, Gourmet Blend, House Blend, 7 loi c ph Ch Phin cng vi 11 loi Ht Rang Xay Sn phm ph thng: Nu-Sc Sng, I-Kht Vng, S-Chinh Phc.

2)

3)

C ph ha tan G7 c: 3 in 1, 2 in 1, Ha tan en v 3 loi G7 capuccino mang hng v mi l vi phong cch l mt la chn mi m cho ngi yu thch c ph Vit Nam.

C ph 777 bao gm: Lucky, Hero, Win v Victory Ngoi ra vo Thng 1/2010, Trung Nguyn quyt nh cho ra i sn phm c ph ha tan Passiona chuyn cho ph n cho thy s nng ng, tnh tin phong v ng n ca Trung Nguyn khi tr thnh ngi u tin v duy nht ti Vit Nam khai ph th trng ang b ng ny. S ra i ca c ph ha tan Passiona - C ph chuyn cho phi p l s t ph ca ngnh c ph Vit Nam vi s tin phong ca Trung Nguyn. Vi tnh a dng ca sang phm, Trung Nguyn cng hin cho nhng ngi yu thch c ph hn 30 loi c ph c hng v c o ring, to cho ngi thng thc c dp lm quen vi nhiu v c ph c o, rt ring v ch c th tm thy Trung Nguyn.

C Cu vn

von co phan von vay

Hin nay, tp on Trung Nguyn c khong gn 2000 nhn vin lm vic cho cng ty c phn Trung Nguyn, cng ty c phn TM & DV G7 ti 3 vn phng, 2 nh my v 5 chi nhnh trn ton quc cng vi cng ty lin doanh VGG hot ng ti Singapore. Ngoi ra, Trung Nguyn cn gin tip to cng n vic lm cho hn 15.000 lao ng qua h thng 1000 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. Vi chin lc tr thnh mt tp on kinh t bao gm 10 cng ty thnh vin hot ng trn nhiu lnh vc: trng, ch bin, xut khu, chn nui, truyn thng, bt ng sn.., tp on Trung Nguyn lun cn b sung mt i ng nhn lc tr, nng ng, tm huyt v sng to, sn sng cng chng ti xy dng Trung Nguyn thnh mt tp on kinh t hng mnh ca Vit Nam. i ng nhn vin ca tp on Trung Nguyn 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. 1.1.2 Cu trc php l doanh nghip (cc 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, cng ty truyn thng 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. ng L Nguyn V Ch tch hi ng qun tr kim tng gim c l ngi i din php l cho tp on Trung Nguyn. 1.1.3 Ni dung s mnh v cc mc tiu ca doanh nghip 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. Tm nhn thng hiu phi t c cc tiu chun: - Thng nht mt mc tiu xuyn sut ca cng ty mi cp - To s nht qun trong vic lnh o - ng vin tinh thn nhn vin v qun l - nh hng s dng ngun ti nguyn II.2. 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. Sau y xin phn tch nhng nhn t cu thnh ca bn tuyn b v s mng thy r v mc ch, l do v ngha ca s ra i v tn ti ca c ph Trung Nguyn

1. Khch hng: Kt ni v pht trin nhng ngi am m c ph trn ton th gii. 2. Sn phm: c ph trung nguyn, c ph ho tan g7, c ph ho tan passiona, c ph 777. 3. Th trng: xc lp quyn lc mm Vit Nam trong th gii ton cu ha ang cha ng nhiu khng hong, l thi im quyt nh hng nhn loi cng i theo chin lc pht trin bn vng. Nhng nhn nh mang tnh chin lc v li th cnh tranh ca ngnh c ph v ca quc gia Vit Nam, cng vi nhng k hoch cn thit xc lp v pht trin li th cnh tranh s tht s l mt tuyn ngn ca c ph Vit Nam vi th gii nu tt c nhng

iu trn c nhng ngi Vit trong thi i mi quyt tm bin tim nng thnh hin thc. 4. Cng ngh: Mt nh my ch bin c ph hin i nht th gii ti Bun Ma Thut vi mc u t trn 40 triu USD va khi cng nhm phc v cho mt giai on pht trin mi. 5. Trit l: . . Kht vng ln . Tinh thn quc gia, tinh thn quc t . Khng ngng sng to, t ph . Thc thi tt . To gi tr v pht trin bn vng 6.. T nh gi: l thng hiu hng u c tin dng v ang n lc pht trin khp th gii. 7. Hnh nh cng ng Ly ngi tiu dng lm tm 8. Quan tm n nhn vin: 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. Gia nhp cng Trung Nguyn, bn chc chn c tt c nhng iu kin thun li nht pht trin song hnh cng chng ti!

1.1.4 Quy trnh sn xut v pht trin sn phm/dch v Trung Nguyn s hu mt h thng 04 nh my ch bin c ph ln nht chu c cng ngh hin i nht th gii, gm 02 nh my ch bin c ph rang xay v 02 nh my ch bin c ph ha tan. c bit, nh my c ph Si Gn vi k

thut vn hnh tch hp gip nng cao cht lng sn phm v c kh nng sn xut nhiu loi c ph khc nhau nh rang xay, ha tan v c ph nc ng lon (RTD). Mt nh my ch bin c ph hin i nht th gii ti Bun Ma Thut vi mc u t trn 40 triu USD va khi cng nhm phc v cho mt giai on pht trin mi. Mt h thng kinh doanh chuyn nghip c trin khai nhm thc hin mc tiu thng lnh th trng ni a, gia tng gp i ph cc im bn, chuyn nghip ha cht lng phc v khch hng m rng th trng mnh m, hng ra th gii v gip cho cc sn phm, thng hiu ng cp ca Trung Nguyn hin din khp ni. 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. Vi nhng sn phm c ph c bit nht c ngi tiu dng yu thch trong nhiu nm qua v mt tinh thn c ph c o, Trung Nguyn tr thnh thng hiu c ph Vit Nam duy nht c chn lm qu tng cho cc nguyn th v phc v cc nguyn th quc gia trong hi ngh thng nh APEC, ASEM. Da trn nhng nguyn tc chn lc k lng, nhng ht c ph ngon nht th gii, cng vi b quyt ca Trung Nguyn to ra mt sn phm c ph c bit c hng thm lu v quyn r, nc pha mu nu nht nhng v tht m . 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. M t chi tit sn phm 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. - SKUs: Dy 10 gi *16g - Hp 18 sticks * 16g - Hp 20 gi * 16g - Ti 24 gi * 16g - Ti 50 gi * 16g Passiona - C ph dnh cho phi p Passiona c cng thc c bit v hng v quyn r c o vi hm lng caffeine ph hp p ng gu thng thc c ph ca phi p. c bit, vi b quyt ring ca cc chuyn gia c ph hng u, Passiona ln u tin s dng ng n king v c b sung cc dng cht Collagen, Viatmin PP cng cc loi tho mc Phng ng qu him gip ln da khe p, tt cho sc khe. L sn phm c bit ch c ti Trung Nguyn, Passiona em n cho ph n s tnh to, tp trung v mt v p quyn r sng trn vi am m v thnh cng trong cuc sng Arabica, Robusta: (gi 250g) S kt hp ca hai loi c ph Robusta v Arabica em n cho bn mt V m, mi thm nh, khi pha cho nc mu nu nht. Sn phm ngon nht khi ung nng. Thch hp vi ngi c gu thng thc c ph m va phi Weasel Truyn thuyt v mt loi c ph t nhng con Chn Hng sng trong nhng nng trang c ph rng ln min cao nguyn. Chng ch tm v chn nhng nhng qu c ph chn mng v thm ngon nht n. Chnh loi enzyme tit ra t d dy loi ng vt ny to ra v c bit ca c ph trong qu trnh ln men lm nn mt loi c ph v cng thm ngon, c o v v cng him hoi. Vit Nam l mt trong vi quc gia trn th gii c loi c ph huyn thoi ny. Sn lng c ph Chn trn ton th gii ch khong 200kg/nm, v th, c ph Chn l loi c sn qu him v t gi nht th gii! Trung Nguyn - vi khao kht em n cho nhng ngi am m c ph nhng ht c ph Chn tht s - tm ti, chn lc v thu mua nhng ht c ph Chn nguyn thy v tt nht, kt hp vi b quyt pha ch Phng ng c o, cng vi lng am m v s t m trong tng cng on cho ra i mt dng sn phm c ph Chn th thit v c bit nht th gii Trung Nguyn Weasel coffee Huyn thoi c ph Chn. SP/DV ca doanh nghip c gi khc so vi i th cnh tranh

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 nhng sn phm c ph c bit nht.

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 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. Khch hng ca doanh nghip Lit k nhng khch hng ch yu Ti sao h s dng sn phm dch v ca doanh nghip (ch) 1.1.5 Ban qun l v nhn s

STT 1 2 3 4 5

H tn Hi ng qun tr ng ng L Nguyn V B Nguyn Th Thu Trang ng Nguyn Vn Hon ng Hong Nguyn Hc B Nguyn Th Hng Ban iu hnh

Chc v Ch tch Hi ng qun tr Thnh vin Hi ng qun tr Thnh vin Hi ng qun tr Thnh vin Hi ng qun tr Thnh vin Hi ng qun tr

T l s hu 23.89% 0.05% 23.77% 8.6915% 10.0598%

1 2 3 4

ng ng L Nguyn V B Nguyn Th Thu Trang ng Nguyn Vn Hon ng Hong Nguyn Hc B Nguyn Th Hng

Tng gim c

23.89%

Gim c iu 0.05% hnh kim gim c ti chnh Gim c iu hnh chui cung ng Gim c iu hnh pht trin ngun nguyn liu Gim c iu hnh d n

Chuc nang nhim v, quyn hn quy nh ca doanh nghip(ch) 1.2Phn tch doanh s bn hng G7 3 in 1 Passiona Aprica Weasel

Ch tiu nm

G7 3 in 1 2011 2012 2013

Doanh s Li nhun Ch tiu nm Doanh s Li nhun

3.023.112 851.546 passiona 2011 1.807.44 3 459.215 Aprica 2011 2.323.554 590.119 weasel 2011 1.900.87 3 495.224

3.323.532 943.443

3.692.547 1.322.778

2012

2013

1.861.657 1.917506 472.991 487.181

2012

2013

2.556.432 2.801.14 5 663.764 721.251

2012

2013

2.123.432 2.334.152 540.225 604.333

Gn y, Li dng vo lng t ho dn tc, kht vng vn ln tm cao ca ngi dn Vit,Trung Nguyn ch ng pht ng phong tro ngi Vit s dung sn phm Vit. Bc i khon kho ny gip cho trung nguyn Ngi vit c xu hng quay li chung hng vit i sng ngy cng c ci thin, xu hng thch H thng nhng quyn c ci tin Hot ng marketing bn hng c tng cng

1.2.1

Phn tch doanh s cc sn phm/DV tim nng trong tng lai (ch)

Cc san pham tim nng tng lai:L MOND COLLECTION (250g)

c cht lc t nhng vng nguyn liu ngon nht th gii (Ethiopia, Jamaica, Kenya, Bun Ma Thut...) cng vi b quyt ch bin c o bc nht, b sn phm Diamond ca Trung Nguyn vi nm hng v khc nhau s mang n cho bn mt b su tp c o v ngun nng lng khi ngun nhng tng sng to

LEGENDEE (250gr & 500gr) Da theo truyn thuyt v loi c ph chn tuyt ho, Trung Nguyn nghin cu & to nn mt cng ngh men sinh hc c o em n cho ngi yu v snh c ph mt sn phm c ph chn Legendee c bit nht th gii. SKUs: 250g & 500g Nguyn liu: Arabica, Robusta, Excelsa Hng thm ngon, quyn r, su sc, tinh t v c bit nht. CLASSIC BLEND (lon 425g)

Da trn nhng nguyn tc chn lc k lng, nhng ht c ph ngon nht th gii, cng vi b quyt ca Trung Nguyn to ra mt sn phm c ph c bit c hng thm lu v quyn r, nc pha mu nu nht nhng v tht m .

-doanh thu t cc sn phm o( ch)

1.2.2

Phn tch nguyn nhn tng gim doanh s cc SP DV ch yu(ch) S pht trin ca i th Bo ha cc sn phm c, t sng to Tnh hnh kinh t Thay i thi quen khch hng

1.2.3 Phn tch doanh s theo phn khc th trng tng sn phm dv ch yu Theo cc nh kinh doanh, th trng c ph ho tan ang c xu hng "n ni" v c cc u th nh gip ngi dng tit kim thi gian, sn phm c tnh nng ng, tr trung ph hp vi xu hng tiu dng ca gii tr (lp ngi tiu dng mi) hin nay. y cng l nguyn nhn thc y th trng ny t mc tng trng kh cao trong nm 2006: t 20-25%. Nm bt c c hi ,Trung Nguyn tp trung ch yu vo phn khuc sn phm G7, Trung Nguyn tp trung xy dng mt dy chuyn sn xut c ph ho tan G7 ln ti 10 triu USD, cng sut 2.000 tn/nm nh vy c ph ha tan

G7 dn chim lnh thi trng ni a thay nescafe. D on, doanh thu ca c ph G7 tng 10% mi nm. Hai sn phm l nescafe v vinacafe d on s khng pht trin mnh trong nhng nm ti. Phn khc ny nhm n nhng ngi lao ng bnh dn, v c xu hng pht trin v vng nng thn hn l cc thnh ph ln Cfe pasiona l sn phm u tin dnh cho phi p, nn tm dn u trong phn khc th trng trong thi gian ny, v c tc pht trin u. khong 3% nm. Bn cnh , Nesle ang c gng pht trin sn phm tr nesle chanh-ti, hay cc loi tr nesle hng hoa qu cng c nhm vo phn khc th trng phi p, v tr em nhm ko li th trng Hin nay, trung nguyn bt u ra cc sn phm cao cp nhm n h thng tiu th ti cc qun caf cao cp ti cc thnh ph ln, c bit cc qun thuc h thng franchise ca trung nguyn. Vi s pht trin mnh m ca h thng franchise ny, cng vi thi quen tiu dng Vit Nam ang c xu hng s dng cc sn phm cp cao nn d on doanh thu s tng khong 10%. Phn khc ny nhm n cc thnh ph ln nh TP HCM v H Ni. Nhng quyn(franchise)
1.2.4

Phn tch doanh s theo nhng phn khc th trng trng tm hay nhng khch hng ln nht: Nh phn tch trn, phn khc th trng trng tm ca Trung Nguyn l caf ha tan G7, vi s u t ng mc, chc chn phn khc ny s pht trin mnh m. Mt phn khc rt mi m v nhiu tim nng l caf hng chn. Vi hng v tuyt vi cng nh ng cp cao, Phn khc ny ang ngy cng c m rng. gn y, caf hng chn Trung Nguyn c chnh ph chn l sn phm tng cho cc nguyn th quc gia, lm cho caf hng chn ca Trung Nguyn ni ting khp th gii. Hin nay, ti bun m thut c nhiu tri sn xut caf chn, Trung nguyn thu mua v sn xut theo n t hng. D kin nhu cu hng nm s vo khong 2000-3000 kg/. Gi ca caf nay khong 60 triu/kg. sn phm tim nng ny ang c Trung Nguyn nghin cu v a vo sn xut v s chim lnh th trng th gii trog mt tng lai khng xa

Chun b trng tm vo c ph hng chn

1.2.5 Phn tch s dao ng doanh s theo yu t thi v 1.3Phn tch th trng 1.3.1 S lc v th trng

Hin nay, sn phm c ph G7 ca trung nguyn chim lnh th rng Vit Nam. Nm 2003, Trung Nguyn mt cuc th m (blind test) ti Vit Nam vi hn 3.500 ngi tiu dng gia hai nhn c ph ha tan G7 ca Trung Nguyn v Nescafe (Nestle), vi kt qu l a s nghing v sn phm G7. Hn na, sn phm c ph hng chn ca Trung nguyn vn l sn phm c chnh ph chn tng cho nc ngoi. Hng nm, Vit Nam tiu th hn 1 triu tn trong khi tiu th trong nc ch chim 56000 tn, chim hn 5% tng sn lng c ph. Th trng Vit Nam vt qua Indonexia v Brazil ng u th gii. nm bt c xu hng , Trung nguyn quyt tm a sn phm c ph ca mnh, nht l G7, vt qua cc i th nh Nesle,

Khuynh hng chung ca th trng nh hng g n Trung Nguyn

- Ngi tiu dng coi trng cht lng, nhn hiu ni ting v sn phm bn vng v c xut x.

- Tiu dng cc sn phm c chng nhn thn thin vi mi trng;

- La chn cc nhn hiu tt v c trch nhim, trnh cc cng ty xu

- S cnh tranh mnh m ca cc loi ung khc khin c ph khng cn l s la chn hng u ca nhiu ngi tiu dng.

Phn khc

Qui m tng phn khc

Th phn ca Trung Nguyn nm ngoi

Th phn ca Trung Nguyn nm trc

Th trng ang tng hay ang gim

Nhng yu t bn ngoi c th nh hng trong tng lai Ngi tiu dng yu cu sn phm cht lng cao Gi c ph nguyn liu ang tng S thay i v vn ha cafe

Cao cp

1.346.613

12% 30%

10% 26%

Tng 10%/nm Tng 9%/nm

Trung cp 1.978.324

Bnh dn

2.345.346

45%

37%

Tng 7%/nm

Phi n

1.143.345

30%

24%

Tng 15%/nm

Tng

6.746.236

Phn khc cn trng v th trng tng lai ca cho Trung Nguyn :

-

Hin ny, sn phm c ph hng chn ang c trung Nguyn u t v pht trin, hn na, tin su vo th trng th gii, Trung Nguyn pht trin mnh cc sn phm c ph cao cp nh Weasel, diamond collection, legendee, classic blend,. c ph trung nguyn tp trung vo cc sn phm cao cp xut khu nc ngoi. Cn th trng trong nc, mt s lng ln phn khc cha c u t, trung nguyn ch c qun c ph nhng quyn ti mt s thnh ph ln. Trong tng lai khng xa, trung Nguyn s u t pht

trin cc qun c ph nhng quyn ti Min ng bng sng cu long.

1.3.2

Phn tch li ch ca sn phm dch v: Phn khc Cao cp Trung cp Bnh dn Phi n Li ch ca sn phm Sn phm c trng, cht lng cao, th hin ng cp Cht lng tt, gi thnh va phi Hng v c trng hp khu v ngi Vit Nam Sng khoi trong cng vic, c tnh cho phi n

1.3.3 Phn tch phn khc th trng chi tit Cao cp Nhng sn phm no h mua Ti sao h mua hay nhu cu ca h l g Mua nh th no Cht lng v ng cp C nhu cu thng thc v th hin Mua l, ung ti qun , t hng ti cng ty Khi c nhu cu , mua hang trong c nm Trung cp Cht lng tt, gi thnh va phi Mun cm gic mi l Bnh dn Gi r , ngon Phi N Hng v ph hp Sng khoi ,tnh to trong cng vic Mua l, ung ti qun , t hng ti cng ty Khi c nhu cu , mua hang trong c nm

Hp phong cch, hp ti tin Mua l, ung ti qun , t hng ti cng ty Khi c nhu cu , mua hang trong c nm

Mua l, ung ti qun , t hng ti cng ty Khi c nhu cu , mua hang trong c nm

Khi no h mua

Ni h mua

Cc ca hang Cc ca hang Cc ca hang Cc ca hang , i l, siu , i l, siu , i l, siu , i l, siu

th. Phn khc ny s mun nhng sp mi b sung trong tng lai khng

th.

th. C th

th. C th

C , hin C th ang sp ra mt 1 lot sn phm cao cp

1.3.4 Phn tch th trng mc tiu Khch hng nhn thc v Trung Nguyn nh th no ? Trong cc phn khc cafe bnh dn , Trung Nguyn c tha nhn l s mt vi sn phm G7 . Trong nhng phn khc khc , c bit l sn phm phn hi tt t khch hng . Doanh nghip mun khch hng nhn thc SP nh th no ? Trung Nguyn mong mun sn phm caf ca mnh vi nhn thc ca khch hng l s 1 k c v cht lng v phong cch phc v . Ai l trung tm nh hng n sn phm ca Trung Nguyn ? Khch hng thuc cc phn khc th trng caf Nh cung ng caf th Cc i tc trong nc v nc ngoi Nh nc v cc chnh sch u i cho sn xut caf

1.4

Phn tch i th cnh tranh 1. Nescafe ca Nestle: L nhn hiu c ph ha tan hng u trn th gii vi b dy lch s 70 nm. Nescaf l kt qu ca mt cuc nghin cu v pht trin ko di by nm lin

trong phng th nghim Thy S ca Nestl vo nhng nm 1930 ca th k trc. T n nay, thng hiu ny vn lun tp trung vo nhng sng to t ph trong vic thng thc c ph. 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. Ti Vit Nam thng hiu ny tr nn quen thuc vi hu ht mi ngi v mt trong nhng thng hiu c th phn cao ti Vit Nam. Hin 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 dung. 2. Vinacafe ca Cng ty CP caf Bin Ha: Bt u i vo sn xut t nm 1979, sn phm ca Vinacafe ch yu xut khu theo ngh nh th sang cc nc ng u v Lin X c. Th trng trong nc cn qu xa l i vi sn phm loi ny.Tuy nhin, bc sang c ch th trng, ng trc mi trng cnh tranh mi, ban lnh o Vinacafe xc nh hng i ring cho mnh l tp trung pht trin th trng c ph tan. Vinacafe cng bit tn dng li th sn nh khi ch trng vo vic tuyn truyn, qung b sn phm. Cha y 10 nm, Vinacaf pht trin quy m ln gp hng chc ln. 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 th xem l i th ng gm nht m Trung Nguyn phi i mt trong giai on hin nay.

3. Maccoffee ca Maccoffee ( Singapore): 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.

Trong nhng nm qua, ngi tiu dng la chn MacCoffee v hng v m , cht lng tuyt ho ca MacCoffee v bu chn MacCoffee l c ph ho tan s 1 ti Vit Nam. 5. Sn phm thay th: c ph lon ha tan Trong nhng nm gn y, ngoi nhng sn phm cafe rang xay v cafe ha tan thng thng, ngi tiu dng Vit Nam bt u lm quen vi sn phm cafe 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. a. Caf lon ha tan Birdy: Birdy l sn phm c ph ng lon mang phong cch hin i c lm t nhng ht c ph thng hng. Ti Thi Lan, c ph lon Birdy do cng ty Ajinomoto phn phi l thng hiu c ph ng lon s 1 gn 20 nm. Hin ti, sn phm cng ang c bn ti Indonesia v Campuchia Sn phm c mt trn th trng, do cng ty Ajinomoto Vit Nam phn phi, t nm 2008. b. Cafe lon ha tan VIP: Ngy 15/11/2009 va qua, Tn Hip Pht tip tc tung ra th trng sn phm Cafe VIP - c ph sa thm ngon trong chai nha tin dng. Hng n mt phong cch ring khi thng thc c ph - phong cch VIP, vn l hng v quen thuc ca c ph phin truyn thng nhng khng mt nhiu thi gian, Tn Hip Pht Group a n ngi s dng s hi lng v t ho v mt hng v Vit trong sn phm Cafe VIP. c. Caf lon ha tan ca Nestle: Nhn thc c nhu cu ca ngi tiu dng Vit Nam i vi cafe ung lin c hng v m ca cafe Ty Nguyn, t hn hai nm trc, cng ty Nestl Vit Nam bt u nghin cu v u t sn xut cafe ng lon Vi nhng cng ngh pha ch ni ting ca Chu u, s dng ngun nguyn liu cht lng cao qua s chn lc k lng ca h thng kim sot cht lng ca Nestl ti nh my ng Nai, n nay, nhng sn phm NESCAF ng lon u tin "Made in Vit Nam" ra i.

i th cnh tranh

Th phn

Th phn ca h L do v sao ngi ang tng hay gim ta mua sn phm t di cng ty ny

Nestle

25%

n nh

vinacafe

15%

n nh

C truyn thng lu i ca c ph ha tan, ngi tiu dng dng nh quen thuc vi ci tn ny

maccoffee

10%

Gim

Mun dng th sn phm mi, mt s cm thy hp phong cch

TRUNG NGUYN

35%

Tng

1.4.1 Mc tiu v chin lc ca cc i th cnh tranh - i th c xu hng nhy vo phn khc sn phm dnh cho phi p - Bn cnh , i th s tng cng chng trnh khuyn mi cng nh dch v khch hng nhm gi vng danh ting ca mnh cng nh thu ht thm khch hng mi. - Do thiu s a dng nn i th s c nh tung ra nhiu chng loi sn phm mi

1.4.2 Phn tch nhng im mnh v im yu so vi i th cnh tranh

1.4.3 im mnh - Mc gi a dng cho tng thnh phn khch hng khc nhau. - Cht lng sn phm tt - Chng loi sn phm a dng im yu: - So vi i th th cn non tr v dng c ph ha tan 1.4.4 D on phn ng ca cc i th cnh tranh + nh v sp/dv theo cnh tranh tng qut V th cnh tranh ca Trung Nguyn l rt cao do gi c hp l v sn phm mang tnh c trng , mi l so vi cc i th cnh tranh khc .

+ nh v sp/dv theo phn khc th trng muc tiu

- G7 cho phn khc th trng bnh dn c gi hp l tng i thp so vi cc i th cnh tranh khc . - G7 cn c hng v c ph c bit ph hp vi khu v ca ngi dng

Chng 2 Chin lc Mc tiu kinh doanh ca doanh nghip

2.1 phn tch SWOT Ma trn SWOT Nhng c hi ( O) - C ph c nh nc bo h v quyn li v thng hiu, h tr gi thnh sn phm v to iu kin xut khu ra nc ngoi Nhng nguy c ( T) - Lm pht tng - T l li sut l kh cao ( 16% -18% ) - Cc i th cnh tranh ng gm ca

VN gia nhp WTO

- Th trng thit b my mc sn xut c ph khng a dng do khng xut hin cc cng ngh mi - Sn phm thay th a - Cc ro cn ngn chn dng vic ra khi ngnh ca doanh nghip : gn nh khng c -Nng lc thng lng ca khch hng l thp - Nguy c gp phi cnh tranh gay gt hn trong tng lai vi s c mt ca ca cc hng i gia c ph ni ting th gii nh Starbuck, Dunkin Donut... Ccchin lc ST Gi c gia tng nhng vi th phn ng k s khng tc ng ln ti nhu cu v sn phm - Gi c nguyn vt liu c th gia tng nhng vi ngun nguyn liu sn c di do th vic chn p gi s kh xy ra v s tc ng khng ng k n gi thnh sn phm

Trung Nguyn, nh Nescafe ca Nestle , Vinacafe ca Cng ty CP caf Bin Ha, Caf Moment...

Nhng im mnh ( S) - Nh my sn xut t ngay ti th ph ca cy c ph l Bun Ma Thut - C s h tng vng chc - Yu t thng hiu Vit( li th sn nh) - C mt h thng knh phn phi rng khp Tin phong trong hnh thc i chng v nhng quyn thng hiu ti VN

Cc chin lc SO Chnh sch u i ca nh nc l c hi thun li cho Trung Nguyn pht trin mnh th trng trong nc v m rng ra nc ngoi

- Cht lng sn phm p ng c nhu cu th hiu ca ngi VN

- VN gia nhp WTO, th trng m rng, th hiu tiu dng hin i tt c s l c hi khai thc - Li sut cao l thit trit cc li thi chung cho cc th v uy tn doanh nghip trong v kh nng nc,nhng tp on ph hp vi Trung Nguyn c ch ngi tiu dng Vit ng trn th trng nn C s vt cht v c tim lc ti chnh ngun nguyn liu y duy tr pht trin sn c l ng lc m cc hot ng ca

- Cng tc quan h cng rng sn xut v a dng mnh. chng (PR) hiu qu ha sn phm p ng - S gia tng nhu cu i ng qun l cc nhu cu ca mi tng ca khch hng s lun c nm bt kp thi ca tp on Trung lp khch hng Nguyn hu ht l nhng ngi tr, c o to bi bn i th cnh tranh kh c th chn p Trung Nguyn n ng cng bi nhng thnh cng t c vi li th sn nh ca mnh. Cc chin lc WT - a ra tiu chun ng nht v hnh thc v dch v ca h thng nhng quyn nhm to phong cch, du n ring cho thng hiu c ph Trung Nguyn - Tng cng i ng gim st v pht trin nhng quyn - Cn phi tp trung vn u t nhiu hn cho Cty Cafe Trung Nguyn so vi h thng G7 Mart , trnh mt nh hng v ri lon v chnh sch v chin lc.

Nhng im yu ( Cc chin lc WO W) - Cn a ra bn cng b H thng chi tit v hot ng nhng quyn ca nhng quyn cung Trung Nguyn cp cho i tc nhm t, thiu nht qun c th ha hot ng nhng quyn, to iu - S thay i lin kin thu ht cc nh tc h thng bng u t nc ngoi hiu, mu sc, kiu dng, bao b Ch trng hn vic ng k bn quyn - S thay i nhn cc nhn hiu, kiu s lin tc dng sn phm , tng - Tp on Trung cng qung b hnh Nguyn c qu nh nhn din thng nhiu d n v hiu Trung Nguyn. tham vng trong cng mt thi im - Tuyn dng ngun nhn lc c trnh chuyn mn cao v c tm nhn chin lc.

2.2 Chin lc kinh doanh ca doanh nghip a/ Chin lc thm nhp th trng:

Cafe Trung Nguyn ti thi im ban u khi tip cn th trng Si Gn tht bi lin tip cho n mt mc lch s vo ngy 20/8/1998 h khai trng qun caf cho ung min ph 10 ngy. Thng qua hot ng ny 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". Su thng sau , ci tn C ph Trung Nguyn pht trin hn c mt doanh nghip c thm nin 20 nm ti thnh ph Bun M. 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 duy tr s pht trin y bng "Tam gic chin lc"-c mt qun pht trin th m thm 2 qun lin nhng ngi qun l duy tr s kim sot ,thit k, s phc v v cht lng cafe cc qun.Bn cnh gim chi ph qun l v chi ph hng tn kho trong lc cn kh khn v vn. Trung Nguyn thc hin mt cuc xm nhp th trng ngon mc nht trong lch s xy dng thng hiu Vit Nam. C th ni, 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.

b) Chin lc m rng th trng 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...

c) Chin Lc a Dng Ha: 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.

d. Chin Lc Phn Phi: Ni n h thng phn phi ca Trung Nguyn th khng th khng nhc n "nhng quyn kinh doanh",mt chin lc gp phn to ln vo mng li phn phi ca Trung Nguyn.Nm 2006 Trung Nguyn cho ra i 500 "siu th mini"G7 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.

e. Chin Lc Truyn Thng C ng:

C th ni thnh cng ca Cafe Trung Nguyn l nh mt phn to ln ca "truyn thng, c ng".Hat ng qung co ca trung nguyn l khng nhiu, hiu qu tht s m Trung Nguyn t c l nh PR-quan h cng chng da trn nn tng gi tr ct li m cng ty hng n. Trung Nguyn thi hn dn tc vo logo v slogan ca mnh, cao tnh t tn dn tc trong tng sn phm.Chnh v vy m Trung Nguyn nhanh chng c c lng tin ca ngi tiu dng. V slogan "Khi ngun sng to" tr nn quen thuc khng ch vi nhng ngi lm trong cc lnh vc lin quan n sng to. Ni bt l doanh nghip Vit Nam u tin thc hin "nhng quyn thng hiu" ,chin lc ny pht huy tc dng mnh m,lm hnh thnh h gi tr ca chui qun nhng quyn Trung Nguyn: "NI HI T CA NHNG NGI YU V AM M C PH" Thng ip ny c th hin qua rt nhiu yu t ti h thng qun, tp trung vo cc vn : 1. 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. 2. Khng gian c bit em li ngun cm hng cho sng to.Trung Nguyn Coffee - Ni nhng t hi ca nhng tinh hoa Cng 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.

3. Khng gian chia s v kt ni nhng am m Trung Nguyn Coffee - Ni hi t ca nhng ngi yu v am m c ph 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. 1. Hin nay,c ph Trung Nguyn m ra cc khng gian vn ha ti cc qun ca mnh p ng nhu cu "thng thc" vn ha: Khng gian C Ph Th By s t chc cc hot ng trin lm, sinh hot, giao lu ngh thut bao gm cc lnh vc: sch, vn hc, hi ha & nhip nh, in nh & sn khu, m nhc, kin trc, chng trnh "gp g & i thoi" vi s tham gia ca cc nh vn ha, khoa hc, tr thc trong mi lnh vc . c bit, n khng gian C Ph Th By nhng cng chng yu ngh thut cn c thng thc, khm ph mt th vin sch vi hn 200 u sch tinh hoa thuc nhiu th loi: trit hc, tiu thuyt, sch nghin cu chuyn su trong nhiu lnh vc... c. Chin dich PR Tuy nhin, trc mt i th qu mnh v c tim lc ti chnh, kinh nghim v uy th, Trung Nguyn xc nh "chin thut" chnh l hng vo tri tim v tinh thn ca ngi tiu dng Vit Nam. Trc khi cuc chin chnh thc din ra, Trung Nguyn thc hin nhng cuc tuyn truyn bi bn nhm vn ng tinh thn v ku gi s ng h ca cc i l, nh phn phi v ngi tiu dng. Cng ty ny m u bc th ng gi ngi tiu dng bng cu "knh tha qu ng bo" v nhng li l rt tha thit khi gi tinh thn dn tc. ng thi, Trung Nguyn cng hon ton "nh bi nga", trnh by rt r cho cc i l, nh phn phi ca mnh bit nhng im mnh, im yu v c nguyn vng ca mnh trong mong mun c ng h, c ng hnh nh mt thng hiu Vit Nam ang i tin phong. n "gi G", cng ty cho fax ng lot cc bc th ng n cc i l ca mnh...

Kt qu kh m mn: 89% ngi tiu dng chn G7 v 11% ngi tiu dng chn nhn hiu kia. Ni cho ng ra Trung Nguyn thnh cng v khng ch xy dng chin lc i u cho mt sn phm 100% Vit Nam l G7 m tht s h pht ng mt cuc chin v thng hiu Vit vi v kh l cht lng sn phm v vn ng s ng h, hu thun ca ngi tiu dng Vit, knh phn phi Vit. Bn cnh , Trung Nguyn cn phi hp vi Bo Thanh Nin thc hin chng trnh: "Nc Vit Nam ta nh hay khng nh". Pht ng "cuc chin v thng hiu Vit" ca Trung Nguyn cng c nh gi cao. Trung Nguyn vi chng trnh Xy dng thng hiu nng sn Vit Nam... d. Chin lc Franchise: Sau khi c thng hiu mnh v v th vng chc trn th trng trong nc to nn tng cho nhng bc tip theo l thm nhp th trng ton cu. Hin ti Trung Nguyn ang c h thng ca hng i l nhng quyn rng ln trn khp c nc v mt s t ti cc nc khc nh: Hn Quc, Singarpo, Hoa K,.... 2.3 Mc tiu kinh doanh ca doanh nghip 2.3.1 Doanh s v li nhun d kin ca nm nay v 3 nm lin k Ch tiu ti 2010 chnh Doanh thu Li gp 11,237,432 2011 2012 2013

12,036,645 13,654,624 14,336,266 5,032,434 4,823,355 6,837,334 6,363,678 7,343,788 7,589,234

nhun 4,523,647

Li nhun 3,857,333 trc thu v li vay Li nhun 2,953,565 sau thu

3,569,256

4,376,237

5,278,467

Doanh thu tng 10% qua cc nm v c ph passiona mi tung ra th trng thng 1-2010 d kin s tng trng trong thi gian sp ti khi khch hng quen dn vi sn phm, th hai l trung nguyn ang ci tin h thng nhng quyn qun l hiu qu hn.

2.3.2 Cc yu t nh hng n mc tiu doanh nghip

1. Cc yu t kinh t x hi Chnh sch ca Nh nc v xy dng v pht trin c ph Vit Nam : lu nay cc ngun vn u t, chnh sch khuyn khch ca nh nc ch yu tp trung vo cc ngnh sn xut, v coi l ci gc ca pht trin kinh t. n lc nh nc cn tc ng vo khu "hot" nht l bn l thc y ton b qu trnh ti sn xut x hi. Bn cnh vic ci to, nng cp, xy mi ch, hnh thnh cc khu thng mi tp trung (ch u mi, kho bn bun, trung tm logistics. . .), pht trin cc trung tm u gi, sn giao dch hin i. . . th nh nc cn c chnh sch h tr hnh thnh cc tp on bn l ln trong nc. l to thun li v mt bng xy dng, nhp khu cng ngh, o to nhn lc, h tng cng nghip thng tin, xy dng v qung b thng hiu. . 2. Cc yu t bn trong 2.3.3: mc tiu ca doanh nghip
-

Cc mc tiu ngn hn : Thng lnh th trng ni a Tng doanh s t 12 ngn t ln 16 ngn t vo nm 2012 Tng mc li nhun ln 15% Cc mc tiu di hn : Chinh phc th trng th gii: Tng doanh s n 30 ngn t vo nm 2020 - Dch chuyn t chiu rng sang chiu su - u t v ngnh

- Pht trin h thng nhng quyn trong nc v quc t -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), Cng ty bn l truyn thng Nam Vit 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, song lnh vc ch o ca Tp on Trung Nguyn vn l mt hng c ph. 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 t nm 2007. Theo bn cht : Mc tiu marketing :

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Phn khc cao cp : Tng doanh s ti 2.334.152 Phn khc trung cp : Tng doanh s ti 2.801.145 Phn khc bnh dn : Tng doanh s ti 3.692.547 Phn khc cho phi n : Tng doanh s ti 1.917506

Mc tiu sn xut : - M rng thm 2 nh my ch bin sn xut c ph cng sut ln - Sn xut tng t 70% cng sut ln 90% cng sut - Gim chi ph sn xut 10% Mc tiu ti chnh : - Gim vn vay xung 25% ,
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Ttng vn c phn ln 75%

Mc tiu ngun nhn lc : - Tuyn thm 1000 nhn vin lm vic trong phn xng sn xut mi - Lp thm b phn o to phng thc bn hng

2.3.4 Cc bin php ln cn c thc hin c th t c mc tiu d kin Chin lc sn phm Nm 2009 cng ty cho ra i sn phm c ph Passiona dnh cho phi p. Tuy nhin ta thy y l mt phn khc nh trn th trng cafe do s c mt ca rt nhiu sn phm cafe p ng nhu cu th hiu ca ngi tiu dng . c bit cafe 3in1 l thc ung gia nh ph bin, t ngi cao tui, ph n hay gii vn phng, sinh vin...u d tm c loi sn phm gn vi s thch ca mnh. V th c ph Passiona cn phi tn dng li th khc bit to du n trn

th trng, l trong cng tc qung co phi nhn mnh c im Passiona l cafe ln u tin s dng ng n king v c b sung cc dng cht Collagen, Viatmin PP cng cc loi tho mc Phng ng qu him gip ln da khe p, tt cho sc khe. - Phi thay i bao b mi p v gy n tng hn . c nhiu kin cho rng bao b hin ti thiu sng to, nhn thong qua d nhm vi cc loi m phm chm sc sc p, thm ch nhm vi c cc sn phm nhy cm do c in hnh ph n trn bao b .

Khng nht thit phi a hnh ph n ln bao b vi mt sn phm ung dnh cho phi n.

Qua kho st nhng ph n thch ung cafe u cho rng hng v ca Passiona vn nht nho. Cn ch tng cng v cafe mnh hn p ng nhu cu ca ngi thng thc.

-Dng sn phm cafe lon pha sn vn cn mi m v y tim nng trn th trng Vit Nam. Loi sn phm ny thu ht c nhiu ngi v tnh tin dng v ph hp vi cuc sng hin i lun bn rn. Tuy nhin, cho n nay cc sn phm cafe ung lin ng lon ti th trng Vit Nam hu ht l nhng sn phm nhp khu v ch c mt s cc nhn hiu cafe lon sn xut trong nc l Nestle, Birdy v VIP. Trung Nguyn c kh nng cnh tranh vi cc nhn hiu ny nu ra mt dng sn phm cafe lon mi, t nht thng hiu ni ting Trung Nguyn c th nh bt Birdy v VIP tip tc cnh tranh vi i th ln l Nestle. Chin lc a dng ha sn phm cng l cch m rng th trng cho thng hiu Trung Nguyn.

Chin lc Marketing Cn c mt chin lc Marketing lu di v mi m nh: - a nhng tng mi vo h thng cc qun nhng quyn ca Trung Nguyn, l s dng m nhc to phong cch thng thc ring cho c ph Trung Nguyn: m nhc l mt mn n tinh thn khng th thiu ca con ngi, cn cafe l mt thc ung tuyt vi thng thc, s rt hiu qu khi cc qun cafe nhng quyn Trung Nguyn kt hp hai yu t ny vi nhau. Vic a thng hiu cafe Trung Nguyn gn lin vi phong cch thng thc m nhc c gu nh dng nhc tr tnh ca Trnh Cng Sn, Ng Thy Min, Ph Quang...s to c du n ring, t tng bc pht trin dn h thng qun c ph-m nhc mang c trng ring ca Trung Nguyn. Th trng mc tiu ca h thng qun cafe-m nhc ny chnh l cn b cng chc, gii vn ngh s v nhng ngi yu nhc...

Chn mua bn quyn mt bi ht tht ph hp vi gi tr ch o m Trung Nguyn mong mun truyn t v a vo qung co, on qung co ny s c pht thng xuyn vo nhng khung gi vng trn truyn hnh, nhng giai iu s tr thnh linh hn cho c qung co cng nh thng hiu v gy n tng su sc cho ngi xem.

-Khai thc kh nng qung co min ph trn mng x hi o nh facebook, ngoi li th v vn ti chnh l li th Facebook ang l mng x hi ln nht th gii vi hn con s thnh vin ln n hn 250 triu thnh vin, cng vi s lng truy cp ln n 340 triu lt mi thng. Chnh t s lng thnh vin ln nh vy, nu qung co trn mng x hi ny s c s lng bn (khch hng tim nng) gh thm rt ln thay v nhng chin lc PR khc tn km hn rt nhiu v hn c thng qua hnh thc ny Trung Nguyn s nhn thy nhng nhu cu ca khch hng d dng hn. Tuy nhin, hnh thc qung co trn Facebook rt n gin v ai cng c th t to c nn nguy c hng gi, hng nhi s l rt cao nn cn phi ch trng n vn bn quyn thng hiu