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ti tho lun nhm 6 Mn Marketing c bn I.

ti tho lun: M t khi qut mi trng ca doanh nghip. Phn tch u, nhc im ca chnh sch sn phm v a ra nhn xt. Tn doanh nghip: Cng ty c phn C Ph Trung Nguyn. Dn i cng Phn I: Li m u.................................................................................. 3 Phn II: Ni dung tho lun Chng 1: C s l lun v chnh sch sn phm I.1. Khi nim v cu trc sn phm theo quan im marketing I.1.1. Khi nim....................................................................................... 3 I.1.2. Cu trc .......................................................................................... 3 I.2. Mc tiu ni dung c bn ca chnh sch sn phm I.2.1. Mc tiu ......................................................................................... 4 I.2.2. Ni dung c bn............................................................................. 4 * Chnh sch c cu v chng loi sn phm * Chnh sch cht lng sn phm * Chnh sch nh v cnh tranh sn xut * Chnh sch sn phm mi Chng 2: Thc trng v chnh sch sn phm ca cng ty c ph Trung Nguyn I. Khi qut mi trng doanh nghip I.1. Gii thiu cng ty c phn c ph Trung Nguyn............................ 6 I.2. Mi trng doanh nghip

ti tho lun nhm 6 Mn Marketing c bn I.2

I.2.1. Mi trng v m ........................................................................... 7 I.2.2. Mi trng vi m ........................................................................... 10 I.3. Thc trng pht trin cng ty I.3.1. im mnh..................................................................................... 12 I.3.2. im yu, hn ch ......................................................................... 13 II. Nghin cu chnh sch sn phm ti Cng ty c phn c ph Trung Nguyn II.1. Chnh sch c cu v chng loi sn phm: Sn phm v cc danh mc sn phm c ph Trung Nguyn .................................................................... 14 II.2. Logo v bao b ca c ph Trung Nguyn ...................................... 18 II.3. Chnh sch cht lng sn phm ca c Ph trung nguyn ............ 19 II.4. Chnh sch sn phm mi: Cuc chin thng hiu c ph ........ 20 III. xut phng php v hng pht trin c ph trung nguyn tip tc ln mnh trn trng quc t III.1. Th trng: m rng, tng xm nhp th trng quc t ............... 21 III.2. u t pht trin ngun nhn lc .................................................. 22 III.3. Thng hiu : Tng cc i l c quyn kinh doanh..24 III.4. Vn : Tng cng huy ng v tp trung vn...25 Phn III: Kt lun .................................................................................... 26

ti tho lun nhm 6 Mn Marketing c bn I.2

Phn I: Li m u 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 mt ngi tiu dng c trong v ngoi nc. C phn Trung Nguyn tr thnh mt tp on thc y s tri dy ca nn kinh t Vit Nam. Tp on c mc tiu pht trin mt mng li knh phn phi ni a thng sut, y mnh xm nhp th trng th gii. Vy nh u m h lm c iu ? Chc chn s l s kt hp ca nhiu yu t nhng phi k n l chnh sch sn phm ca doanh nghip. Phn II: Ni dung tho lun Chng 1: C s l lun v chnh sch sn phm I.1. Khi nim v cu trc sn phm theo quan im marketing I.1.1. Khi nim v sn phm Theo quan im Marketing, sn phm l bt k th g th g c cung ng cho hng cho mt th trng to ra s ch t ti vic mua v tiu dng nhm tha mn mt nhu cu hoc mong mun no . Hiu mt cch c th, sn phm l nhng hng ha v dch v vi nhng thuc tnh nht nh, vi nhng ch dng c th nhm tha mn nhng nhu cu i hi ca khch hng. Sn phm c gi tr s dng v gi tr, n c th l hu hnh hoc v hnh. I.1.2. Cu trc Trong vic trin khai sn phm ngi lp k hoch cn suy ngh sn phm 3 mc . - Phn ct li ca sn phm (sn phm ct li): Phn ct li ca sn phm phi gii p c cu hi: Ngi mua thc s ang mun g? Nh qun tr marketing phi khm ph ra nhng nhu cu tim n ng sau mi sn phm v
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ti tho lun nhm 6 Mn Marketing c bn I.2

em li nhng li ch ch khng phi ch nhng c im. Phn ct li nm tm sn phm. - Phn c th ca sn phm (sn phm hin hu): Ngi thit k sn phm phi bin ct li ca sn phm thnh sn phm c th. V d: xe my, ng h, nc hoa, t lnh tt c l nhng sn phm c th. Sn phm c 5 c tnh: + Bao gi. + c tnh ni tri. + Phong cch mu m. + Cht lng cm nhn c. + Tn nhn. - Sn phm gia tng: Ngi lm marketing phi quan tm ti cc vn sau: + Lp t s dng. + Dch v sau bn. + Bo hnh. + iu kin thanh ton v giao hng. I.2. Mc tiu ni dung c bn ca chnh sch sn phm I.2.1. Mc tiu c bn - m bo nng cao kh nng bn sn phm. - m bo to lp iu kin sinh li khi tham gia bn hng. - m bo v nng cao uy tn v sc cnh tranh cho sn phm. I.2.2. Ni dung c bn * Chnh sch c cu v chng loi sn phm: - Thit lp c cu chng loi: xc nh chiu rng, chiu su, mt hng ch o, mt hng b sung.
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ti tho lun nhm 6 Mn Marketing c bn I.2

- Hn ch chng loi: loi b sn phm khng hiu qu chuyn mn ha trong qu trnh sn xut. - Bin th chng loi: thay i th thc tha mn nhu cu. * Chnh sch cht lng sn phm: - Thc cht: Bin i cht lng sn phm : + To ra u th c trng truyn thng cht lng. + M rng cht lng sn phm. - Bin php: + Nng cao thng s. + Thay i vt liu ch to. + Tng cng tnh thch dng ca sn phm. + Hn ch, loi b chi tit t ph hp vi ngi tiu dng. * Chnh sch nh v cnh tranh sn phm: - nh v: Thit k sn phm v hnh nh ca doanh nghip chim c mt v tr c bit v c gi tr trong tm tr khch hng. - Ni dung: + La chn c im cn khuch trng: Cht lng tt nht, Dch v tt nht, Gi r nht, v cn c vo li th cnh tranh ca doanh nghip. + Truyn b v tr ca doanh nghip. * Chnh sch sn phm mi: - Hng vo vic pht trin sn phm mi cho th trng hin ti hoc sn phm mi cho khu vc mi ca khch hng. - Kt qu: + Cng c th trng hin ti.
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ti tho lun nhm 6 Mn Marketing c bn I.2

+ Tn cng on mi ca th trng hin ti. + Vn ra cc th trng mi. Chng 2: Thc trng v chnh sch sn phm ca cng ty c ph Trung Nguyn I. Khi qut mi trng doanh nghip I.1. Gii thiu cng ty c phn c ph Trung Nguyn 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. S lc v 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.

ti tho lun nhm 6 Mn Marketing c bn I.2

- 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 truyn thng bn l Nam Vit v cng ty lin doanh Vietnam Global Gateway (VGG) c tr s t ti Singapore. I.2. Mi trng doanh nghip I.2.1. nh gi tc ng ca mi trng v m I.2.1.1. Nhn t t nhin t ai, a hnh v kh hu vng trng: - ng vai tr quyt nh trong sinh tng hp cc cht to mi. - Nng, ma, nng lnh, loi t, lm thay i thnh phn hu c v khong. - Vng cao nhit thp v bin ngy m ln th ht c ph thng rn chc hn. - Sng mui, ma lm ht c vt en lm m. - Kh hn, m thp th kch thc ht gim
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ti tho lun nhm 6 Mn Marketing c bn I.2

Nu m cao, c ph c th b cn trng hoc nm mc v vi khun tn cng lm gim cht lng c ph, biu hin l s thiu mi thm trong nc pha (nht, v v ). S tn cng ca cn trng v nm bnh trn vn cy nh hng n cht lng. + Trong iu kin mi trng kh ro s bin i mu sc ht nh sau: xanh lam xanh vng vng vng trng. + Trong iu kin m t: xanh lamtrng nu en. V sau mt thi gian c ph khng cn ung c na. C ph rt d hp thu mi v l do kh bo qun cn trnh xa cc ni nh: tri gia sc, kho ha cht v cc dng c cha ha cht. Ha cht bo v thc vt nh hng n mi ca nc pha. Nhit khi c ph khi ln men nh hng rt r rt ti cht lng ca c ph nhn. + Khi ln men nhit thp (15o C-17oC) nhn c ph c mu xanh lc xm l mu khng mong mun. + Khi ln men nhit cao (30oC- 35oC) nhn c ph tuy c mu xanh xm nhng hi ti v ht en l r. + Khi ln men nhit trung bnh (20oC-25oC) nhn c ph c mu xanh xm, sng mu. y l mu c ph nhn c a chung v c cht lng tt nht. T , c th kt lun nhit ln men t 20oC n 25oC l tt nht. nh hng ca nhit v thi gian ln men n kh nng tch lp tht qu vi nguyn liu l qu xanh. I.2.1.2. Nhn t chnh tr php lut Cc nhn t chnh tr php lut c tc ng ln n c hi v e do trong ngnh c ph Vit Nam c th l:

ti tho lun nhm 6 Mn Marketing c bn I.2

- 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, bn cnh nh nc thnh lp 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, to thm nhiu nh hng pht trin. I.2.1.3. Nhn t kinh t Vit Nam ang trn pht trin vi nhiu c hi hp tc v hi nhp mi, iu ny tc ng ln n cc doanh nghip nc ta. Tc tng trng kinh t ca nc ta hin nay kh cao to nhiu c hi cho Trung Nguyn u t m rng hot ng sn xut kinh doanh. Tuy nhin 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 trong hot ng thu mua nguyn liu. Hin nay nh nc cho php cc doanh nghip t nh ra mc li sut dn ti t l li sut l kh cao ( 16% - 18% ) gy kh khn v mt xoay vng vn. I.2.1.4. Nhn t vn ho x hi Trung Nguyn c c li th ni bt, l c v tr ngay ti Bun Ma Thut, qu hng ca c ph. Do Trung Nguyn d dng to c s tng ng v vn ha vi cc c s cung cp nguyn liu c ph cng nh d dng to c nt c trng ca c ph Vit Nam trong tng sn phm c ph ca mnh.y l im mnh ca Trung Nguyn so vi cc i th cnh tranh khc khi xay dng mi quan h mua bn v hnh nh thng hiu.
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ti tho lun nhm 6 Mn Marketing c bn I.2

I.2.1.5. Nhn t cng ngh 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. I.2.2. Phn tch mi trng vi m: I.2.2.1. Doanh nghip Cc gi tr ct li l yu t cn thit v l nim tin lu di ca mt t chc. H thng gi tr ct li l ng lc ch yu thc y mi thnh vin lm vic, lin kt ton doanh nghip vi nhau, lin kt doanh nghip vi khch hng, i tc v x hi ni chung. Gi tr ct li ca Trung Nguyn chnh l: - Khi ngun sng to: iu ny th hin r nt qua vic Trung Nguyn a ra cu slogan ca mnh l Khi ngun sng to. Trung Nguyn cho rng c ph l cm hng sng to, gip pht minh ra nhng tng v khi ngun cho nhng s thnh cng. - Pht trin v bo v thng hiu: Trung Nguyn rt ch trng n vic xy dng, pht trin v bo v thng hiu trong sut qu trnh hot ng ca mnh vn n mt thng hiu c ph Vit mang tnh ton cu. - Ly ngi tiu dng lm tm im: i vi cng ty, nhu cu, th hiu ca khch hng lun l tn ch ca mi chin lc hnh ng. Trung Nguyn nhanh chng nm bt nhu cu ca khch hng, t mang n cho h nhng hng v thm ngon, l ci ngun ca nhng tng sng to v thnh cng. - Gy dng thnh cng cng i tc: Trong sut qu trnh hot ng, Trung Nguyn lun quan tm n vic xy dng cc mi quan h bn vng vi i tc da trn uy tn v hi ha v li ch.

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ti tho lun nhm 6 Mn Marketing c bn I.2

- Pht trin ngun nhn lc mnh: Vi ngun nhn lc ln, Trung Nguyn lun ch trng n vic pht trin nhn lc c th to ra c nhng ngun lc mi hng n s thnh cng chung ca cng ty. - Ly hiu qu lm nn tng: Khng ch ch trng hon thnh cc chin lc ra, Trung Nguyn lun ly hiu qu lm nn tng trong mi hot ng sn xut kinh doanh ca mnh t gip cng ty t c li th cnh tranh. - Gp phn xy dng cng ng: Trung Nguyn cho rng, li ch ca cng ty khng ch l li ch ca ngi tiu dng, i tc, m cn l ca ton x hi. Vic xy dng mt thng hiu c ph mnh khng ch em li li ch cho ngi nng dn, vng trng c ph c Lc v cn gp phn xy dng thng hiu nng sn Vit Nam. I.2.2.2. Khch hng i tng khch hng ca C ph Trung Nguyn rt phong ph vi cc i tng, t gii tr, ngi bun bn, ngi lm ngh t do, khng vic lm n gii vn phng, nhng ngi thu nhp cao, gii ng tui. y chnh l lc lng tiu th chinh cho doanh nghip. Phong cch v thi quen ca mi ngi khi ung c ph l khng ging nhau. C ngi ung c ph n gin v l thi quen tnh to trong cng vic v hc tp. Nhm i tng ny s khng quan tm ti nhn hiu hay loi sn phm no ch n gin l c th ung. Mt s ngi ung c ph l th gin, gii tr,..h s quan tm n loi no ca nhn hiu no. Cng c ngi ung c ph v thng hiu ca cng ty, h s cm thy hnh din hn, phong cch hn, chuyn nghip hn khi ung mt loi c ph ni ting. l c hi cho c ph Trung Nguyn a dng ha v cht lng ha sn phm. I.2.2.3. i th cnh tranh C 4 cp cnh tranh * Cnh tranh mong mun.
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ti tho lun nhm 6 Mn Marketing c bn I.2

* Cnh tranh cng dng: Bao gm nhng doanh nghip sn xut mt hng khc tha mn nhu cu no nh nc gii kht (nc ngt,..), nhu cu gii tr (tr nhn sm,) * Cnh tranh gia cc nhn hiu * Cnh tranh gia cc loi sn phm - Sn phm c ph ha tan: Vinacafe Bin Ha, Nescafe ca Nestle, Moment ca Vinamilk, - Sn phm c ph rang say: Highlands, Chateau, I.3. Thc trng pht trin cng ty I.3.1. im mnh Trung Nguyn c li th ln l c nh my sn xut t ngay ti th ph ca c ph l Bun Ma Thut, vn chuyn c ph ti n nh my ch xut khng phi l vn gy kh khn. Bn cnh , Trung Nguyn cho xy dng ring trang tri c ph cung cp nguyn liu. Do m bo mc gi vn chuyn v thu mua l thp nht. Yu t thng hiu Vit (li th sn nh): c ph ha tan l sn phm tiu dng dng khng cn cng ngh cao, c mua v dng v tnh tin dng. V vy, nu gi c cht lng thuyt phc c ngi tiu dng th yu t tnh cm s ng gp nhiu vo quyt nh mua hng ca ngi mua. c bit trong cuc chin gia G7 v Nes caf, bng vic thng thuc, thu hiu vn ha ca ngi tiu dng bn x, t ch ng trin khai th trn v bt i th phi chi theo cch ca mnh. Tinh thn dn tc v yu t vn ha l mt thc t rt ln trong tip th. Trung Nguyn pht huy c sc mnh khi tp hp c s ng h ca chnh ngi Vit Nam. Vic s dng nhng ht c ph ca t rng Ty Nguyn truyn thng lm sn phm c ph ha tan mang phong cch Vit nh vo tm l khch hng ngi Vit Nam dng hng Vit Nam.
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ti tho lun nhm 6 Mn Marketing c bn I.2

Cht lng sn phm p ng c nhu cu th hiu ca ngi Vit Nam, Trung Nguyn khng nh c cht lng c ph ha tan ca mnh v c ngi tiu dng kim chng. Vi c ph c lm t ht c ph ca vng t bazan Ty Nguyn rt thch hp vi gu thng thc c ph ca ngi Vit. Bn cnh Trung Nguyn cn c i ng pht trin th trng nng ng v chnh bn thn ca nhng ngi khi nghip trc tip truyn la am m sn phm n nhng ngi kinh doanh. Bn cnh c ph Trung Nguyn cng nh c ph Vit Nam c c rt nhiu u th. 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, bn cnh , nh nc cn thnh lp 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, vo v quyn li cho c ph Vit trn th trng. 1.3.2. im yu, hn ch H thng nhng quyn ca Trung Nguyn t, thiu s 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. S thay i lin tc h thng bng hiu, mu sc, kiu dng, bao b lm cho s vn hnh ca h thng vn chm hcp nay cang lng tung v kt qu l trn th trng tn ti nhiu nhiu hnh thc nhn din khc nhau lm cho khch hng khng th nhn bit u l Trung Nguyn tht, u l gi, u l Trung Nguyn nhng quyn, u l Trung Nguyn cp 1S thay di nhn s lin tc lm cho Trung Nguyn mt dn i tnh n nh v nim tin ca chnh nhng ngi ang lm trong cng ty. 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 v

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ti tho lun nhm 6 Mn Marketing c bn I.2

vy cng ty c phn c ph Trung Nguyn khng c hon ton tp trung u t cng c cng nh pht trin tht tt hot ng kinh doanh ca mnh. Hin nay nn kinh t Vit Nam kh bt n, t l tng trng song km theo l lm pht tng, ng tin mt gi, gy kh khn khng t cho hot ng kinh doanh ca Trung Nguyn, c bit l trong hot ng thu mua nguyn liu. Tn ti cc ro cn gia nhp ngnh: S xut hin ca i th tim n cng lm tng cnh tranh vi cc i th trong ngnh. S trung thnh vi nhn hiu ca khch hng gy kh khn cho nhng doanh nghip nh v ang nhp cuc vo ngnh kh c th chim th phn ca cc doanh nghip ln. Th trng c ph Vit Nam hin nay ni ln 3 thng hiu ln l Trung Nguyn, Nescafe v Vinacafe. Cc doanh nghip ny lin tc c cc hot ng nhm to ra du n ring cho thng hiu, to ra s khc bit v sn phm nhm tranh th s trung thnh ca khch hng, qua xy dng c v th vng vng. Bi vy trong ngnh c ph Vit Nam hin nay ro cn gia nhp ngnh l tng i ln. II. Nghin cu chnh sch sn phm ti Cng ty c phn c ph Trung Nguyn II.1. Chnh sch c cu v chng loi sn phm: Sn phm v cc danh mc sn phm c ph Trung Nguyn II.1.1. Danh sch cc mt hng c ph C ph Trung Nguyn chia lm 3 loi sn phm: Sn phm cao cp, trung cp v thng thng. * Sn phm cao cp, vi cc loi: - Weasel (250g): 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. - Diamond Collection (250g) vi nm hng v khc nhau. - Legendee (250gr & 500gr): Cng ngh men sinh hc c o.
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ti tho lun nhm 6 Mn Marketing c bn I.2

- Classic Blend (lon 425g): Hng thm lu v quyn r, nc pha mu nu nht. * Sn phm trung cp: - Passiona (gi 250g) thm nh nhng, thnh phn caffeine thp. - C gourmet blent (250g - 500g): v m vi nc pha mu nu snh. - House blend (250g & 500g): Hng thm nng, v m hn vi nc pha mu nu snh. - C ph ch phin. - Ht rang xay (11 loi). * Sn phm ph thng: - T nhng ht c ph Arabica, Robusta, Catimor, Excelsa, cc loi: Nu Sc sng (Loi 1), I Kht vng (Loi 2), S Chinh phc (Loi 3). - C ph ha tan G7 3 in 1: Khu v v hng thm m ,G7 Cappuccino c cht lc tinh ty t nhng ht c ph ngon nht Bun Ma Thut kt hp bt kem v cc nguyn liu cao cp khc, hng v nng nn ca ht d v c ph ho hng ca vng t Bun Ma Thut. C 3 hng v: Hazelnut, Irish Cream v Mocha. - C ph ha tan G7 2 in1:(c ph v ng), cc loi: Lucky, Hero, Win, Victory. thun tin cho ngi tiu dng la chn Trung Nguyn a ra nhiu kch thc khc nhau: - Dy 10 gi *16g - Hp 18 sticks * 16g - Hp 20 gi * 16g - Ti 24 gi * 16g
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ti tho lun nhm 6 Mn Marketing c bn I.2

- Ti 50 gi * 16g II.1.2. C cu phn phi danh mc sn phm c ph Trung Nguyn Hin ti vi 10 cng ty thnh vin, Trung Nguyn c tham vng tr thnh nh cung cp, phn phi ln ca Vit Nam. Vi mt hng chnh l c ph, Trung Nguyn tn dng c nhng hnh thc phn phi truyn thng v hin i t c kt qu ln nht.

S phn phi sn phm

Trong s t chc knh phn phi c ph ha tan G7 trn , ta thy hin ti Trung Nguyn s dng mt h thng a knh trong vic thc hin a sn phm ca mnh n tay ngi tiu dng. Bn cnh vic pht huy ti a chc nng ca n, h thng phn phi trn cn th hin c tm nhn chin lc ca Trung Nguyn i vi sn phm c ph ha tan G7 m c trong ngnh phn phi ca mnh. Trong cc sn phm c ph ha tan G7 c quan tm v ch trng nht trong h thng phn phi ny.

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ti tho lun nhm 6 Mn Marketing c bn I.2

Trung gian phn phi truyn thng: Trong knh c 3 cp a sn phm n tay ngi tiu dng: nh bn s ( nh phn phi), nh bn l ( im bn hng v ca hng bn l: tim tp ha) v ngi tiu dng. Trung gian phn phi hin i: * H thng G7 Mart - y l h thng bn l theo hnh thc nhng quyn u tin Vit Nam. - C 200 nh cung cp cho ton b chui ca hng G7 trn c nc. - im ni bt nht ca G7 mart, theo nh tm nhn ca Trung Nguyn chnh l vic p ng thi quen mua sm nh, l ca ngi Vit Nam v thng mua gn nh. - Chnh v vy, nhng G7 mart thng c dn dng vi quy m nh nh 1 ca hng tp ha v nm len li gia cc con hm. Tuy nhin, G7 mart li khc phc c nhc im ca hnh thc phn phi truyn thng l cc ca hng tp ha khi nh gi bn thp, ng nht, bo m ging nh 1 siu th v ng dng IT trong qu trnh qun l. - Vic ra i h thng G7 mart th hin tm nhn chin lc v tham vng mun ginh th vng trn h thng phn phi ca Vit Nam. * H thng siu th - Qua phn tch trn, chng ta thy Trung Nguyn s dng knh phn phi dc cho h thng phn phi ca mnh. Vi chnh sch c cu v danh mc sn phm nh trn, c ph Trung Nguyn khng nhng thng tr th trng c ph ni a m cn xng ng l i th ca bt k thng hiu c ph nc ngoi no vi 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 v l mt hng xut khu cho 43 quc gia trn ton th gii.
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ti tho lun nhm 6 Mn Marketing c bn I.2

II.2. Logo v bao b ca c ph Trung Nguyn Logo sn phm c ph din t mt phong cch hin i. Khi khng gian ba chiu c khc ni trn nn ca bin hiu cng tng mu nhng khc sc xo. Cu trc hnh thp th hin kht khao vn ln, t trn nn nu biu l mt nn tng vng chc cho s pht trin. Bng hiu Trung Nguyn s dng gam mu nng vi cc mu ch o l , vng, nu. Nhng mu sc y sc sng th hin s tr trung v nhit huyt mnh lit ca tui tr. Trung Nguyn chn nu l sc mu chnh, v l mu ca t, ca c ph, ca ci ngun dn tc. ng trn tng trng cho s hp nht v on kt. ng trn khng trn vn th hin cuc sng chn thc nh n vn c: vn cn nhng khim khuyt, nhng khong trng cn lp y. ng trn l mt nt c ngu hng y sng to, nh mt nt v nguch ngoc vo m, mang ci hn tinh ty, m hng v c ph ph vo cuc sng. y l mt gc nhn mi ca tch c ph, th hin s sng to l ng lc thc y mi hnh ng ca Trung Nguyn v h thng ca hng nhng quyn. - ngha cu slogan Khi ngun sng to + Th hin k vng: Bn tch c ph Trung Nguyn ngi tiu dng lun c nhiu tng mi l, nhng tng sng to nhm to nn thnh cng ch h, ca gia nh v s hng thnh ca quc gia. + Nhm to s t ph v hnh nh bao b mt ln na khng nh gi tr ca thng hiu c ph Trung Nguyn, lm tng gi tr cng thm ca sn phm cho khch hng v thc y vic xut khu c ph ra th trng th gii, bt u t thng 10/2003 Cng ty c ph Trung Nguyn thc hin chin dch tung sn phm bao b mi cho nhm sn phm c ph Sng To v c ph Hn Hp. Hnh nh bao b mi c hin tng mt tri mc trong bui bnh minh trn nn mu nu truyn thng ha ln mu t bazan ca vng t Ty
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ti tho lun nhm 6 Mn Marketing c bn I.2

Nguyn to nn s lien tng rt gn gi nhng khng km phn sang to vi mt thng ip: bt u mt ngy mi, s khi u mi y nng ng v thnh cng bng mt ly c ph truyn thng Trung Nguyn mang mt khng gian y chiu su cm xc. Sn phm bao b mi ca c ph Trung NGuyn trong ln thay i ny thi mt ln gi mi mang tnh t ph v mu sc, hnh nh nhng khng ph v phong cch truyn thng m cn mang tnh cht hin i, mang m s sang to trong thng hiu c ph. II.3. Chnh sch cht lng sn phm ca c Ph trung nguyn II.3.1. Xy dng nh my vi quy trnh sn xut khp kn, quy m v hin i Cng ngh C Ph Ti hin i ln u tin ti Vit Nam: Cng ngh trch ly chn khng - Mt trong nhng cng on quan trng nht ca cng ngh C Ph Ti bo m cht lng tuyt ho & hng v t nhin ca c ph. Quy trnh trch ly c kim sot bi phn mm chuyn bit, gip bo m tt nht cc yu cu kht khe v nhit , thi gian ly c tt c nhng tinh cht c ph em li ly c ph ch thc, m , thm ngon. B quyt khng th sao chp c cc chuyn gia c ph Trung Nguyn nghin cu, sng to ring nhm em li mt sn phm tuyt ngon. II.3.2. Nghin cu v a vo p dng phng php ghp chi, ci to vn cy Vin Khoa hc k thut nng nghip Ty Nguyn nghin cu v a vo p dng phng php ghp chi, ci to vn cy bng cch chn nhng cy c ph cho nng sut qu thp, ca ngang gc ri ghp bng cc dng c ph cao sn cht lng tt. K thut ghp chi gm cc bc: Chn lc cy c ph u dng, iu tra xc nh cy cn ci to, xy dng vn sn xut cy ghp v vn nhn chi dng chn lc. S dng phng php ci to ny, nng sut c ph bnh qun tng 0,5 tn nhn/ha/nm, ng thi tit kim chi ph s dng thuc tr su bnh, kch
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ti tho lun nhm 6 Mn Marketing c bn I.2

c ht c ci thin, c ph loi A chim t l cao, gp phn tng nng sut ng k m khng cn m rng din tch trng. II.4. Chnh sch sn phm mi: Cuc chin thng hiu c ph Ngy 23/11/2003, tp on Trung Nguyn chnh thc tung nhn hiu c ph ha tan G7. Trung Nguyn t lu c trit l kinh doanh dn tc tnh vi kht khao khng nh sc mnh ca thng hiu ni a mt cch cng khai, mnh m - nh lnh o tp on ny pht biu v chia s nhiu ln. Do vy, khi tung G7 ra th trng, Trung Nguyn khng n thun dng cc hot ng marketing bnh thng gii thiu sn phm mi, m cn t gnh vo mnh s mnh xc lp th i u trc din vi Nescafe mt thng hiu nc ngoi ang thng tr sn nh.Trung Nguyn chp nhn lm lnh i u khch l tm th mi cho doanh nghip Vit Nam trong vic dm cnh tranh trc tip vi cc tp on a quc gia iu m trc , trong mi trng kinh doanh Vit Nam vn cn him thy. 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 Vit li khi mo trc trong cuc i u vi mt tp on thc ung khng l l Nestl. Tr li cuc chin ca G7 v Nescaf, ngy 23/11/2003, Trung Nguyn t chc Ngy hi tuyt nh gii thiu c ph ha tan G7. Trc , nhng chng trnh tip th n o, hay c s ch ca ng o ngi dn cng c Trung Nguyn t chc. Trong Ngy hi tuyt nh ny, Trung Nguyn quyt nh tung chiu tip th kh l l "th mi" cho c ph ha tan. Hai ly c ph vi hai nhn hiu l G7 v Nescaf c pha ch sn. Sau , nhn vin mang hai ly c ph ha tan sn pht min ph cho nhng ngi tham gia ngy hi v xin h cho kin v cht lng ca tng ly c ph. Kt qu, 89% khch tham d ngy hi cho rng c ph ha tan G7 ngon hn, 11% nh gi cao cht lng ca Nescaf.
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ti tho lun nhm 6 Mn Marketing c bn I.2

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. Xy dng mt thng hiu ng cp trong mt th trng mi ni c v l mu thun. Nhng trng hp Trung Nguyn cho thy iu c th thc hin c. Bng s kt hp yu t vn ha dn tc, cc gi tr v to nn mt thng hiu giu kht vng m qua cc tng lp tri thc tr nhn thy mnh trong v kht khao khng nh, Trung Nguyn lm thay i th trng c ph Vit Nam v s thay i th gii trong tng lai. III. xut phng php v hng pht trin c ph trung nguyn tip tc ln mnh trn trng quc t Nh chng ta tm hiu trn, c ph Trung Nguyn hin nay ang c nhng thnh cng nht nh v ng t ho trn trng quc t . Th nhng, thng trng khc lit vi tnh cnh tranh rt ln, gi vng v tr ca mnh, cng ty ca ng ch ng L Nguyn V cn phi c nhng chnh sch pht trin sng sut cho tng lai. Nhm chng ti xin xut mt s bin php: III.1. Th trng: m rng, tng xm nhp th trng quc t. C ph Trung Nguyn va cho bit c k hoch c th trong chin lc pht trin m rng ra th trng quc t vo nm 2012 vi cc th trng trng im l M, Trung Quc v Singapore, trong s thnh lp hai trung tm iu hnh ti M v Singapore. Vi th trng M, qua v th v s nh hng ca M, th mt khi c ph Trung Nguyn vo c th trng M v thnh cng ti M s l minh

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ti tho lun nhm 6 Mn Marketing c bn I.2

chng mnh m nht gip d dng m toang tt c cc cnh ca th trng cn li ca th gii. Vi th trng Trung Quc, c ph Trung Nguyn c li th l v tr gn, tng ng v vn ha, th trng ng dn, dn s tr v xu th dch chuyn t tr sang c ph ang tng mnh. Vi th trng Singapore, l ca ng ca chu m ra th gii, c nn tng vng chc v ti chnh, kinh t, h tng c s k thut tt s to c hi cho Trung Nguyn pht trin. 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. Nhng thch thc hin ti. Trung Nguyn phi m rng th trng xut khu ca mnh nu cng ty tip tc pht trin. Mc d tng trng thnh vng ti Vit Nam c ngha l c nhiu c hi pht trin trong nc, nhng Trung Nguyn ang chu nhiu p lc t cc i th cnh tranh. Bi hc chnh: To mt thng hiu sang trng trong mt th trng mi ni c th c v mu thun. Nhng trng hp Trung Nguyn cho thy iu c th c thc hin. Bng cch hp dn vn ho dn tc v cc gi tr, v to ra mt thng hiu kht vng vi tng kh nng nhn din thng hiu tng lp trung lu, n thay i th trng c ph ti Vit Nam. Tuy nhin, Trung Nguyn cng hc c rng vic m rng thng hiu nc ngoi s mt nhiu thi gian, v i hi nhiu s kho lo. III.2. u t pht trin ngun nhn lc Con ngi l vn qu nht, chm lo hnh phc con ngi l mc tiu phn u cao nht ca ch ta. Hn th na , ngun nhn lc c v tr c bit quan trng trong nn kinh t v trong s pht trin ca h thng qun v ca c
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ti tho lun nhm 6 Mn Marketing c bn I.2

cng ty. Nhng ngi lao ng chnh l mt ti sn quan trng ca cng ty. tn ti v pht trin, cng ty phi c chnh sch thu ht nhn ti v tn dng mi kh nng ca ngi lao ng - Th nht l phi u t nng cao cht lng ngun nhn lc. Nh ta bit,ch c ngun nhn lc cht lng cao mi m bo ginh thng li trong cnh tranh trn th trng. Hot ng cn l u t cho hot ng o to (chnh quy, khng chnh quy, di hn, ngn hn, bi dng nghip v...) i ng lao ng. -Th hai l vn ha v mi trng lm vic. Theo nhiu bo co kho st suy ngh nhn vin cc Cng on ca rt nhiu cng ty,ta c bit rng c 80% ngh vic do mi trng ch khng phi lng thp. Chnh mi trng to cho nhn vin tinh thn lm vic h t tin, sng to, tm huyt v to ra nim am m.. u t cho cng tc chm sc sc kho, y t. u t cho ci thin mi trng, iu kin lm vic ca ngi lao ng...Tr lng ng v cho ngi lao ng cng c xem l hot ng u t pht trin. Bi v, tin lng v thng l ng lc thc y mi ngi hon thnh k hoch kinh doanh ca mnh. Phong tro Cng on vng mnh, mi trng lm vic thn thin l iu m mi ngi lao ng u mong mun, l iu m cng ty Trung Nguyn ang hng ti. - Th ba, to c hi hon thin: Mi ci h u c ci np ring, khng th em np h ln y ci h nh c. Trong chnh sch nhn s, quan trng nht l s dng ng ngi ng vic. iu ny th hin tm nhn ca cc nh qun tr. Trng ngi ti v bit dng ngi s gip cho vic kinh doanh lun thun li. Nhng ngi nhiu tham vng,ham cu tin,c nng lc ,bit ngoi giao ,..s lun mong mun c trng dng bn thn. Nhng ngi an phn,cn thn, khim tn,l ,..cng rt thch hp cho v tr tr l ,vn th,..Ty vo s b nhim ca ta m ngi lao ng c lm,cng hin ht ti nng cho cng ty

23

ti tho lun nhm 6 Mn Marketing c bn I.2

c hay khng?V th, c ph Trung Nguyn cn phi to mi iu kin cho tng c nhn t nng cp trnh ,kh nng ca mnh. III.3. Thng hiu: tng cc i l c quyn kinh doanh Cng vi s pht trin ca kinh t Vit Nam, c ph Trung Nguyn cng pht trin vt bc. Mc tiu ua c ph Vit Nam ra th gii c thc hin,nhng khng v th m tham vng pht trin li dng bc. Mun lm cho c ph Trung Nguyn ni ring,c ph vit Nam ni chung ngy cng rng khp th vic m rng h thng ca hng,i l c quyn l vn rt ng quang tm. ng Nguyn V khi dy kht vng trong mi ngi dn Vit Nam. Mt tng lp tri thc tr chp nhn thng hiu v cc qun c ph Trung Nguyn tr thnh nhng trung tm quan trng ca x hi. Qun Trung Nguyn u tin xut hin ti TP H Ch Minh vo nm 1998, v n nm 2010 Trung Nguyn c hn 1.000 qun trn khp Vit Nam v ra quc t. Trung Nguyn Cofee Liang Court, Singapore -Mt trong nhng qun c ph ca Trung Nguyn ti th trng quc t. Trung Nguyn cng a dng ha sn phm c ph, to nn nhng sn phm c ph c hm lng cafein thp, c ph ha tan G7, gu thng thc Cappuccino theo phong cch ... Th trng quc t: Xut khu l mt phn quan trng ca chin lc pht trin c Trung Nguyn xc lp ngay t u, nhng Trung Nguyn khng ging vi nhng doanh nghip xut khu khc, Trung Nguyn ch xut khu nhng sn phm c ch bin ring theo gu thng thc ca nhiu quc gia trn th gii. Hin nay Trung Nguyn xut hin hn 50 quc gia ( M, Anh, Nht, c...) Hu nh s hp dn ca thng hiu l tn cng vo cc th trng ngch, nh vo nhu cu ca khch hng v mt loi sn phm c ph khc bit, c

24

ti tho lun nhm 6 Mn Marketing c bn I.2

bit. Chng hn nh nhu cu th trng M, Anh, c... Nhng du khch tng n Vit Nam chc chn s bit n thng hiu ny III.4. Vn: tng cng huy ng v tp trung vn: hot ng kinh doanh, cng ty cn phi c vn s dng, c ngun ti chnh chi tr cc khon chi, khon vay, ... Tt c trang thit b, lng ca nhn vin, tin lm qung co,tin bo him,cn mt s tin khng nh. Tuy nhin, khng phi cng ty no cng c nhiu tin mt v i gia no cng c ti sn th chp ln, Trung Nguyn cng ging nh th, vy nn bn cnh vic huy ng vn t cc c ng, cng ty c th xt n vic ln sn chng khon , l iu cn thit. Mt s bin php tng cng huy ng v tp trung vn: - Xy dng mi quan h: Trong kinh doanh, ngi lm kinh doanh cn nht l phi c cc mi quan h rng ri, tt p,.. Bn cnh vic to quan h tt vi nhng i tc kinh doanh, nh cung ng, nh phn phi,.. nhng ngi trc tip gp phn vo hot ng kinh doanh, cng ty cng nn gi mt mi quan h x giao cn thit vi nhng i th cnh tranh, trnh gy him khch qu ln, mc d mu thun nhau v quyn li. Chnh bi th,hot ng ngoi giao rt c cng ty ch trng. - Tm kim cc nh gp vn tim nng: thnh cng trong nhim v ny hn na, cng ty cn theo ui nhng nh u t tim nng trong mt thi gian di trc khi cn ti ngun tin ca h.Hc hi kinh nghim trn th gii l iu nn lm Chng ti lun ho hc hn nhiu trong vic ni chuyn vi cc ch cng ty khi h khng huy ng vn. N cho chng ti thi gian pht trin mi quan h m khng c sc p kt thc giao dch, Joel Cutler, gim c qun l ti Qu u t mo him General Catalyst Partners vi s vn hn 1 t USD, nhn nh.

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ti tho lun nhm 6 Mn Marketing c bn I.2

- S dng hp l ngun ti chnh hin c v sp c: Ngun tin v vn ca cng ty khng phi l v hn . Vy nn, s dng hp l v tit kim chng l nhim v ti u i vi Ban qun tr ni chung, v b phn ti chnh-k ton ni ring. Ban qun l phi kim sot v cn i cc lnh vc sau : Lng bng N phi thu N phi tr Tn kho Ti sn c nh ng thi, cng ty phi c chnh sch khen thng c nhn bit quan tm s dng ng tin chung hp l v pht nhng c nhn, b phn s dng lng ph tin ca. Mt hnh ng nh ca c nhn s hng ti li ch ln ca c mt tp th, l sc mnh ca on kt ca thnh cng, nh Bc H tng cn dn : on kt, on kt, i on kt thnh cng, thnh cng, i thnh cng

Phn III: Kt lun Nh vy, t mt hng c ph nh ti Bun M Thut, Trung Nguyn tri dy thnh mt tp on vi 10 cng ty thnh vin. i tin phong trong vic p dng m hnh kinh doanh nhng quyn ti Vit Nam, hin nay, Trung Nguyn c 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

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