Nhn xt ca ging vin

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Danh sch nhm:

L Th Nht nh
Nguyn Cng Danh
Nguyn Th Hng
H Ch Linh
Hunh B Lc
ng Th T Nguyn
inh Th Hng Ninh

..

Chng 1........................................................................................................................................................... 1
PHN TCH MI TRNG BN TRONG ................................................................................................ 1
GII THIU KHI QUT CNG TY ............................................................................................. 1

I.
1.

Gii thiu tp on .......................................................................................................................... 1

2.

Sn phm C ph ca cng ty ......................................................................................................... 1

3.

Lch s hnh thnh v pht trin .................................................................................................... 2

4.

Thnh tu t c ......................................................................................................................... 3

5.

ngha logo ...................................................................................................................................... 5

6.

Tm nhn v s mng ...................................................................................................................... 6

II.

PHN TCH MI TRNG BN TRONG ................................................................................ 7

1.

Knh phn phi ................................................................................................................................ 7

2.

Sn xut............................................................................................................................................. 9

3.

Ti chnh k ton ............................................................................................................................ 13

4.

T chc- qun tr- nhn s............................................................................................................ 14

5.

Nghin cu v pht trin ............................................................................................................... 16

6.

H thng thng tin ......................................................................................................................... 18

III.

Ma trn cc yu t bn trong ........................................................................................................ 20

1.

C s cho im mc quan trng.............................................................................................. 20

2.

C s cho im phn loi .............................................................................................................. 21

3.

Ma trn yu t bn trong (IFE) .................................................................................................... 23

4.

Kt lun im mnh v im yu ................................................................................................. 24

Chng 2......................................................................................................................................................... 25
PHN TCH MI TRNG BN NGOI ............................................................................................... 25
PHN TCH CC YU T CA MI TRNG BN NGOI ................................................ 25

I.
1.

Mi trng v m ........................................................................................................................... 25

2.

Mi trng vi m ........................................................................................................................... 33

II.

MA TRN YU T BN NGOI ............................................................................................... 37

1.

C s cho im mc quan trng.............................................................................................. 37

2.

C s cho im phn loi .............................................................................................................. 38

3.

Ma trn yu t bn ngoi (EFE) ................................................................................................... 39

4.

Ma trn hnh nh cnh tranh........................................................................................................ 40

5.

C hi, thch thc .......................................................................................................................... 41

Chng III ...................................................................................................................................................... 42

LA CHN CHIN LC V GII PHP ............................................................................................ 42

S MNG, QUAN IM, MC TIU........................................................................................... 42

I.
1.

S mng .......................................................................................................................................... 42

2.

Quan im....................................................................................................................................... 42

tng ca ng L Nguyn V v trit l c ph Vit Nam .......................................................... 42

3.
II.

Mc tiu .......................................................................................................................................... 43
MA TRN SWOT.......................................................................................................................... 44

1.

im mnh (S) ................................................................................................................................. 45

2.

im yu (W) ................................................................................................................................... 46

3.

C hi (O)......................................................................................................................................... 48

4.

Thch thc (T).................................................................................................................................. 49

III.

MA TRN SPACE ........................................................................................................................ 50

IV.

Ma trn QSPM ............................................................................................................................... 52

V.
VI.

GII PHP THC HIN CC CHIN LC LA CHN............................................... 55

KIN NGH.................................................................................................................................... 56

KT LUN ......................................................................................................................................................... 60
DANH MC CC TI LIU THAM KHO .......................................................................................................... 61

PHN M U

I.

L DO CHN CHUYN

T nhiu nm nay, c ph tr thnh mt thc ung quen thuc i vi con ngi. C ph

c gi tr kinh t cao v l mt trong nhng sn phm nng nghip mang li ngun 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, to 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... 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 chng em chn
cng ty c phn caf trung nguyn lm cng ty mu cho ti tho lun ca nhm.

II.

MC TIU NGHIN CU

nh gi v th ca G7 trn thi trng Vit Nam cng nh cc yu t khin G7

tr thnh mt trong nhng sn phm ca Trung Nguyn.
Xy dng cc ma trn SWOT, ma trn SPACE, ma trn IFE, ma trn EFE v ma
trn QSPM cho sn phm G7 a ra c chin lc ph hp cho Trung Nguyn.
a ra gii php v kin ngh cho Trung Nguyn gii quyt cc khuyt im.

III.

TM TT NI DUNG NGHIN CU
Nghin cu hot ng pht trin nhn hiu caf G7 ca Trung Nguyn th trng

ni a Vit Nam, qua nh gi tnh hnh cafe G7 trong thi gian qua v s lng, cht
lng, gi c, cng ngh ch bin cng nh hiu qu sn xut kinh doanh; v a ra chin
lc pht trin trong giai on 2010-2015.
PHNG PHP NGHIN CU

IV.

Phng php lgic

Phng php phn tch tng hp

V.

PHM VI GII HN TI

Ch nghin cu s pht trin ca nhn hiu cafe ha tan G7 th trng Vit Nam
trong giai on 2010-2015.

Chng 1
PHN TCH MI TRNG BN TRONG
I. GII THIU KHI QUT CNG TY
1. Gii thiu tp on
Tp on Trung Nguyn c thnh lp v iu hnh bi ng ng L Nguyn V,
ng cng ang l gim c hin thi ca Trung Nguyn.
Ra i 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 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 Bun M Thut, Trung Nguyn tri dy thnh mt tp on hng mnh 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 s pht trin vi 10 cng ty
thnh vin kinh doanh nhiu ngnh ngh a dng.

2. Sn phm C ph ca cng ty

3. 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
2

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.

12/2006, Trung Nguyn xc tin d n Thin ng c ph ton cu hay Th ph c

ph ton cu ti Bun Ma Thut - mt qun th tch hp ca du lch vn ho sinh thi
c ph vi nhng dch v cao cp v c o nht th gii.

12/2007, c ph Trung Nguyn kt hp cng UBND tnh k Lk t chc thnh cng

Tun l vn ha c ph ti H Ni v Tp.HCM.

2008, Trung Nguyn tip tc khai trng h thng qun nhng quyn mi Vit Nam
v quc t. Cui thng 12/2008, Trung Nguyn khnh thnh Lng c ph Trung
Nguyn ti Bun Ma Thut. Thng 5/2009, Hi qun sng to Trung Nguyn ra
mt ti H Ni.

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.
4. Thnh tu t c

Nm 2000: Tng Gim c c trao tng gii thng Sao ca Hi doanh nghip tr
Vit Nam.
Nm 2003: Hun chng Lao ng hng III do Ch tch nc trao tng.
Nm 2004: Gii thng hiu hng u Vit Namdo bo Si Gn Tip Th t chc.
Gii thng nh doanh nghip tr xut sc nht ASEANdo Hip hi cc nh
doanh nghip ng Nam trao tng.
Nm 2005: 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.

 Nm 2003 v 2005: Gii thng Sao Vng t Vit do Hi doanh nghip tr Vit Nam
trao tng.
Nm 2006: Gii thng hiu ni ting Vit Nam do Phng thng mi v cng nghip
Vit Nam cp.
Nm 2006: Gii thng hiu mnh Vit Nam do Thi bo Kinh t Vit Nam phi hp
Cc xc tin thng mi (B thng mi) t chc.
Nm 2007: Hun chng lao ng Hng III do Ch Tch nc trao tng
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.
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.
2000-2007: 8 nm lin t danh hiu Hng Vit Nam cht lng cao.
Nm 2011: Trung Nguyn lt vo Top 10 Sao Vng t Vit.

5. ngha logo

Logo mi tn l hnh nh cch iu ca nh rng Ty Nguyn-ni khi ngun ca c

ph Trung Nguyn. Hnh mi tn hng thng ln tri th hin ch chinh phc nh cao,
kht vng vn ln, pht trin vt bc.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.Bng hiu caTrung Nguyn vi sc nu l v l mu ca t, ca c ph, ca ci
ngun dn tc. Tt c l thng hiu ca Trung Nguyn m cht truyn thng vn ho
Vit trn thng trng quc t.

6. 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 ho Vit.

II.

PHN TCH MI TRNG BN TRONG

1.

Knh phn phi

1.1

S h thng

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.
Franchise(1)

Trung
Nguyn

Truyn thng (2)

Coffee

i l

Qun c
ph

bn s

Siu th (3)

Khch hng
tiu dng

i l
bn l

Khch hng
tiu dng

S H thng phn phi ca Trung Nguyn Coffee

Trong s t chc knh phn phi trn, ta thy hin ti TRUNG NGUYN s
dng 1 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 trong ngnh phn phi. duy tr h
7

thng phn phi trn, cng nh m bo cho qu trnh hot ng ca ton b cty hiu qu,
TRUNG NGUYN thit lp 5 chi nhnh ti cc a im sau: H Ni, Nng, TP H Ch
Minh (headquarter), Lm ng, Cn Th.
1.2

Hot ng knh

1.2.1 i vi h thng franchise

L n v u tin ng dng Franchice vo VN t nm 1998, ch hai nm sau khi
xut hin trn th trng.Hin ti, cng ty du tr h thng Franchice bao gm hn 1.000
qun c ph trn khp t nc VN v 8 qun nc ngoi nh: M, Nht, Singapore, Thi
Lan, Trung Quc, Campuchia, Ba Lan, Ukraina. y l knh phn phi dc.
1.2.2 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.
Knh phn phi truyn thng: Con s c cp nht n nm 2006, Trung Nguyn
hin 3 nh my sn xut c ph trn ton Vit Nam, 121 nh phn phi c quyn, 7.000
im bn hng v 59.000 ca hng bn l sn phm.
1.2.3 Trung gian phn phi hin i
y l h thng bn l theo hnh thc nhng quyn u tin VN.
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 cng ngh thng tin 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.
8

 Qua phn tch trn, chng ta thy Trung Nguyn s dng knh phn phi dc cho
h thng phn phi ca mnh.

2.

Sn xut

ng ng L Nguyn V, tng gim c, cho bit 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 chuyn ch to
thit b ch bin thc phm v c ph ha tan ca .
Ring sn phm gn y nht l sn phm C ph Ti p dng cng ngh trch ly
chn khng, tuyt ngon v tuyt sch.

2.1

K thut sn xut c ph nhn

2.2.1 Nguyn liu: ht c ph mi hi, cn ti.

2.2.2

h n oi: nhm mc ch tch cc cht tp cht ln trong nguyn liu, lm

cho kch thc nguyn liu ng u, to iu kin cho vic bc v c trit , m bo

cht lng ca sn phm. Vic phn loi thng c thc hin theo hai bc sau:
- Phn loi theo kch thc: thc hin trn sng phn loi, thng s dng sng
phng c 2 -3 li sng, kch thc l sng tng dn t di ln. Yu cu ca vic phn loi
theo kch thc l phi m bo loi ht tp cht ln, trong tp cht khng c ln nguyn
liu.
- Phn loi theo t trng: Ngi ta s dng nc tin hnh phn loi theo t trng,
i vi c ph chn ng mc c t trng. Chnh v th m ngi ta a khi qu c ph vo
nc phn loi, c ph chn ng mc s l lng, c ph xanh v tp cht nng s chm,
ngc li c ph chn v tp cht nh s ni.
2.2.3 Bc v qu, v tht (xc ti)
Mc ch: Thnh phn ch yu ca lp v qu l nc, gluxit v protein, cc cht
ny khng tham gia vo qu trnh hnh thnh cht lng sn phm m cn gy kh khn nh
thi ra, lm ko di thi gian phi sy. Do v qu cn phi loi b. Ngoi ra, lp v
tht, thnh phn ch yu l pectin, cng khng c li cho cc qu trnh ch bin tip theo
nn cng cn phi loi b.
2.2.4 Ngm, (ln men):Qu trnh ny c thc hin vi vic bc v qu, v
tht.
2.2.5 Ra
Mc ch: loi b nhng phm vt to thnh trong qu trnh ln men, loi b cc vt
ca lp v nht, y l cng on quan trng v nu cn cc phm vt k trn bm vo ht
c ph, khng nhng chng lm cho mu sc ca ht, mi v ca ht b nh hng m cn
ko di thi gian phi sy na. Qu trnh ln men nh hng rt ln n qu trnh ra, nu
qu trnh ln men tt, tc l lp v nht c phn hy hon ton th s thun li cho qu
trnh ra v ngc li.
2.2.6 Lm ro, phi, sy:
-Lm ro:
10

Mc ch: lm mt phn nc t do ht c ph sau khi ra, nu khng lm ro m

em sy ngay s sinh ra hin tng luc nguyn liu to ra mt mng cng bn ngoi ht
c ph lm ko di thi gian sy v sy khng u lm nh hng n cht lng thnh
phm.Lm ro c th rt ngn thi gian phi sy, m ca nguyn liu c th gim t 7
n 10

sau cng on ny
-Phi:
Mc ch: phi nhm h m xung cn 10 n 12

thc hin nhng qu trnh

ch bin tip theo.

- Sy:
Do nhc im ca qu trnh phi nn ngi ta tin hnh sy, v ht c ph c cu
to c bit, tc chuyn m t trong ra ngoi rt chm nn ngi ta thng sy ht c ph
bng phng php bn lin tc.
-Bc v thc (xt kh) :
Ht c ph c bao bc bi mt lp v tru tng i dy v chc chn, thnh phn
ch yu l xenlulo, khng c ch cho qu trnh tiu ha ca c th v cng khng c ch cho
s hnh thnh cht lng sn phm, do cn phi loi chng ra.
2.2.7 Bc v la (nh bng):Cng nh lp v thc, lp v la khng c gi tr cho
ngi tiu dng nn cn phi bc v la cho ht c ph c bng, tng gi tr cm quan v
trnh VSV xm nhp.
2.2.8 Phn loi:
C ph sau khi nh bng l mt hn hp gm: c ph tt, c ph xu, v tru, v
la, c ph vn...do cn phi phn loi m bo c yu cu ca khch hng v tiu
chun ca nh my. Trong sn xut c ph nhn, ngi ta thng phi phn loi theo ba
phng php: Phn loi theo kch thc, Phn loi theo t trng, Phn loi theo mu sc.
2.2.9 u trn, ng bao, bo qun:
C ph nhn c u trn theo mt t l nht nh m bo hiu qu kinh t cho
c s sn xut hoc m bo theo yu cu ca khch hng.

11

2.2

K thut sn xut c ph rang

2.2.1 Nguyn liu: C ph nhn

2.2.2 Phn loi theo kch thc:
C ph nhn trong qu trnh bo qun s b gy nt, do cn phi phn loi theo
kch thc qu trnh rang c d dng v u n hn.
2.2.3 X l nguyn liu:

12

Trong qu trnh bo qun, c ph nhn hp th nhiu mi v l, c bit l mi mc,

do , cn phi x l nguyn liu. Cc phng php x l nguyn liu nh sau:
- X l bng nc: ch p dng i vi nhng loi c ph nguyn liu c cht lng
cao (trong thi gian bo qun khng c mc).
- X l bng dung mi hu c: s dng cho nhng loi nguyn liu km cht lng
hn.
2.2.4

Rang:

y l giai on quan trng nht v hng thm to thnh trong qu trnh ny.Trong
qu trnh rang, tng cht lng sn phm, ngi ta cho cht bo (du thc vt, b..) vo
giai on cui ca qu trnh rang, cht bo s gi li cc cht thm trn b mt ca ht.Ht
c ph rang t yu cu c mt ngoi en bng, bn trong c mu cnh gin, mi thm nh
(tt hn mi thm mnh v khi pha s t c mi), v ng cht.
2.2.5 Lm ngui:Thng l phun este to mi thm
2.2.6 Xay nh: to ra sn phm c ph rang xay, c ph rang nguyn ht c
em i xay nh, bt c ph xay phi lt sng 1,6 mm (90
sng 0,95 mm. Bt c ph xay c kch thc

) nhng phi c gi li trn

1,6 mm c em i xay li m bo yu

cu trn.
2.2.7 ng gi:C ph rang (c bit l c ph rang xay) rt d b mt hng thm,
hp ph mi l v d b oxy ha nn cn phi bao gi tht cn thn. C th dng cc loi
bao b nh thy tinh, polime, giy thic... tin hnh bao gi. Ngoi ra, c th ng gi
chn khng hoc ng gi vi cc cht kh nh N2, CO2...

3.

Ti chnh k ton

Theo Tng cc Thu th nm 2004, Cng ty C ph Trung Nguyn np b sung

1.208.221.937 ng. Tng np ti cc chi nhnh ca Trung Nguyn, trong khong hn
400 triu ng ca chi nhnh TP.HCM.
Nm 2005, Cng ty np b sung 283.995.373 ng do tng li nhun t sn xut
kinh doanh.
13

Cc Thu tnh k Lk t chc tuyn dng cc n v c thnh tch trong ngha

v thu nm 2006 v Trung Nguyn l mt trong cc doanh nghip xut sc np thu nm
sau tng hn nm trc 160

v nhn c Bng khen ca UBND tnh.

4.

T chc- qun tr- nhn s

4.1

T chc

T mt hng c ph nh ti Bun M Thut, Trung Nguyn tri dy thnh mt tp

on vi 10 cng ty thnh vin. Gm:
Cng ty c phn Trung Nguyn
Cng ty c phn c ph ha tan Trung Nguyn
Cng ty c ph Trung Nguyn
Cng ty C phn TM&DVG7 (G7Mart)
Cng ty lin doanh Vietnam Global Gateway (VGG)
Cng ty bn l truyn thng Nam Vit
v cc cng ty sn xut c ph...

14

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.
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.

4.2

Qun tr

B my lnh o, iu hnh bao gm:

Hi ng thnh vin: 03 ngi.
Kim sot vin: 01 ngi.
Ban iu hnh: Tng gim c v 4 Ph tng gim c.
Cc Ban chuyn mn: T chc cn b - Thanh tra, K hoch - u t, Ti chnh K ton, Vn phng Tng hp.
Cc t chc chnh tr - x hi, on th: ng b Tng cng ty, Cng on Tng
cng ty, on TNCSHCM.

4.3

Nhn s

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 NguynCn 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.

15

Mt i ng cc chuyn gia, t vn chin lc hng u th gii, ang cng Trung

Nguyn hoch nh cho mc tiu chinh phc th trng th gii. Vi nhng thay i mnh
m v t chc, cc chnh sch i ng v o to thch hp, h thng qun tr bn hng
chuyn nghip, ang dn dt nhng xu th tiu dng c ph mi tt c cng hng n
xy dng mt hnh nh thng hiu Trung Nguyn mi y mnh m, chun b cho cuc
chinh phc v thng lnh mi.
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.
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.
5.

Nghin cu v pht trin

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.
Cafe sng to l sn phm c trng gn lin vi tn tui ca Trung Nguyn. Sau khi
sn phm ny c th trng chp nhn,Trung Nguyn nhanh chng nm bt th hiu
ca khch hng,u t pht trin theo chiu su to nn mt dng sn phm caf sng to
bao gm nm loi v c phn loi theo nguyn liu v gu thng thc cafe nh:
Sng to 1 - Culi Robusta: (gi 250g) Sn phm c ph c ch bin t nhng
ht c ph Culi Robusta ngon nht, mi thm nh, v hi ng v nc pha mu nu m.
Rt ngon khi dng nng hoc ung vi sa. Thch hp vi ngi c gu thng thc c ph
m.

16

 Sng to 2 - 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.
Sng to 3 - Arabica S: (gi 250g) Nhng ht c ph Arabica s n t vng t
trng c ph ni ting Bun Ma Thut, c chn la k lng to ra mt sn phm c
ph c hng thm quyn r, v nh, nc pha mu nu nht. Pha vi sa thng thc
mt ly c ph thm ngon hn. Thch hp vi ngi c gu thng thc c ph m va phi.
Sng to 4 - Culi thng hng: (gi 250g) Hn hp c bit ca nhng ht c ph
Arabica, Robusta, Excelsa, Catimor c ch bin theo b quyt Trung Nguyn cho ra
i mt sn phm c hng thm bn, m , v m. Ngon hn khi dng chung vi
hoc sa. Thch hp vi ngi c gu thng thc c ph m .
Sng to 5 - Culi Arabica ho hng: (gi 250g) Mt sn phm c ph c ch
bin t nhng ht c ph Arabica ho hng ca vng ni cao Lm ng, c v rt c trng,
m nh, hng thm quyn r v nc pha mu nu en. Ngon hn khi dng chung vi .
Thch hp vi ngi c gu thng thc c ph thm v nh.
C ph ha tan: Trong lc cn st v thnh cng ca nhn hiu cafe Trung
Nguyn xem chng bo ha vi d lun th bt ng 11/2003 Trung Nguyn cho ra i
sn phm caf ha tan G7 ,chnh thc tuyn chin vi nestcafe ang chin hn 50

th phn

caf ha tan vi phng chm nh bi cc i gia nc ngoi ti Vit Nam trc khi ra
th gii" .V Trung Nguyn lm thay i cc din th phn caf ha tan trong thi gian
ngn: th phn nestcafe gim cn 45%,G7 chim 21%,phn cn li thuc v nhiu nhn hiu
khc. y l chin lc i mi sn phm ca Trung Nguyn ngay ti thi im sung mn
nht.
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.
17

Nm 2006 Trung Nguyn cho ra i 500 "siu th mini" G7Mart- 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.
6.

H thng thng tin

Cng ty CP H thng Thng tin FPT (FIS) v Cng ty CP Tp on Trung Nguyn

(Trung Nguyn Group) chnh thc khi ng d n Cung cp dch v trin khai gii
php qun tr doanh nghip SAP v trin khai h thng my ch ERP" cho Trung Nguyn
Group.
D n s trin khai SAP cho ton b cc cng ty con, vn phng, chi nhnh ca
Trung Nguyn Group trn ton quc theo m hnh 3 cp, nhm chun ha cc quy trnh
nghip v, xy dng h thng tch hp cht ch tt c cc quy trnh hot ng sn xut kinh
doanh, nng cao hiu qu qun l cho Trung Nguyn.
Cc phn h trin khai trong giai on 1 bao gm: K ton ti chnh (FI), K ton
qun tr (CO), Qun l bn hng (SD), Qun l mua hng v kho (MM), Qun l sn xut
(PP), Qun l cht lng (QM), H thng bo co qun tr thng minh (BO), H thng bo
co hp nht cho Tp on (BPC).

18

ERP - H qun tr doanh nghip tch hp (Enterprise resources Planning) l b gii

php cng ngh thng tin c kh nng tch hp ton b ng dng qun l sn xut kinh
doanh vo mt h thng duy nht, c th t ng ho cc quy trnh qun l. Mi hot ng
ca doanh nghip, t qun tr ngun nhn lc, qun l dy chuyn sn xut v cung ng vt
t, qun l ti chnh ni b n vic bn hng, tip th sn phm, trao i vi cc i tc,
vi khch hng u c thc hin trn mt h thng duy nht. Cu trc ca h thng ERP
gm 5 phn chnh:
Qun l giao dch khch hng (CRM - Customer Relationship Management)
Kinh doanh thng minh (Business Intelligence)
Qun l dy chuyn cung cp (Supply Chain Management)
Thng trng (Marrketplace)
Ni lm vic (Workplace)

19

III.

Ma trn cc yu t bn trong

1.

C s cho im mc quan trng

Bng 1: kin chuyn gia theo thang im Likert

STT

Cc yu t bn
trong

Tng s
1

ngi
tr li

Tng
im

Mc
quan
trng

Lm
trn

Thng hiu

16

30

123.00

0.07

0.07

Trnh cng ngh

12

30

77.00

0.04

0.04

Kh nng ti chnh

13

30

114.00

0.06

0.06

15

30

85.00

0.05

0.05

13

30

78.00

0.04

0.04

10

11

30

100.00

0.06

0.06

14

30

112.00

0.06

0.06

13

30

101.00

0.06

0.06

30

105.00

0.06

0.06

10

10

30

93.00

0.05

0.05

30

100.00

0.06

0.06

10

30

83.00

0.05

0.05

12

30

74.00

0.04

0.04

11

10

30

76.00

0.04

0.04

6
7
8
9
10

11
12
13
14

Hot ng phn
phi truyn thng
Thu mua cng ty
caf vinamilk
Kh nng nghin
cu v u t
Trnh qun l
H thng nhng
quyn
H thng G7-mart
Cht lng sn
phm
Tinh thn lm vic
ca ngi lao ng
a dng sn phm
Thu nhp ca ngi
lao ng
Quan h hp tc

20

quc t
Vn ha cng ty

15

Hnh thc mu m

16

bao b sn phm
H thng thng tin

17

ni b
Trnh chuyn

18

mn ca nhn vin
Nng lc sn xut

19

10

30

107.00

0.06

0.06

10

11

30

94.00

0.05

0.05

15

30

104.00

0.06

0.06

14

30

81.00

0.05

0.05

11

30

80.00

0.04

0.04

1787.00

1.00

1.00

Tng cng
* Ghi ch: Thang im c chia theo phng php Likert:

1 im Hon ton khng quan trng - Quan trng mc cc yu;

2 im Khng quan trng - Quan trng mc di trung bnh
3 im Khng kin;
4 im - Quan trng - Quan trng mc kh;
5 im - Rt quan trng - Quan trng mc cao.
2.

C s cho im phn loi

Bng 2: kin chuyn ra vim phn loi

STT

Cc yu t bn trong

TS

Tng
im

im TB

Lm
trn

Thng hiu

19

30

106

3.533333

Trnh cng ngh

13

10

30

92

3.066667

Kh nng ti chnh

15

11

30

97

3.233333

14

30

89

2.966667

17

30

93

3.1

Hot ng phn phi

4

truyn thng

Thu mua cng ty caf

21

Vinamilk
Kh nng nghin cu v

14

30

95

3.166667

Trnh qun l

10

30

82

2.733333

H thng nhng quyn

10

12

30

67

2.233333

H thng G7-mart

11

30

74

2.466667

10

Cht lng sn phm

13

30

86

2.866667

17

30

90

19

30

105

3.5

14

30

82

2.733333

u t

Tinh thn lm vic ca

11

ngi lao ng

12

a dng sn phm
Thu nhp ca ngi lao

13

ng

14

Quan h hp tc quc t

12

30

89

2.966667

15

Vn ha cng ty

10

16

30

102

3.4

15

30

81

2.7

10

30

74

2.466667

16

30

85

2.833333

13

30

83

2.766667

Hnh thc mu m bao

16

b sn phm
H thng thng tin ni

17

b
Trnh chuyn mn

18

ca nhn vin

19

Nng lc sn xut

22

3.

Ma trn yu t bn trong (IFE)

Bng 3: Ma trn cc yu t bn trong (IFE)

Cc yu t bn trong

STT

Mc

Phn

im

quan trng

loi

quan trng

Kt lun

Thng hiu

0.07

0.28

Mnh

Trnh cng ngh

0.04

0.12

Mnh

Kh nng ti chnh

0.06

0.18

Mnh

0.05

0.15

Mnh

Hot ng phn phi truyn

4

thng

Thu mua cng ty caf vinamilk

0.04

0.12

Mnh

Kh nng nghin cu v u t

0.06

0.18

Mnh

Trnh qun l

0.06

0.18

Mnh

H thng nhng quyn

0.06

0.12

Yu

H thng G7-mart

0.06

0.12

Yu

10

Cht lng sn phm

0.05

0.15

Mnh

11

Tinh thn lm vic

0.06

0.18

Mnh

12

a dng sn phm

0.05

0.2

Mnh

13

Thu nhp ca ngi lao ng

0.04

0.12

Mnh

14

Quan h hp tc quc t

0.04

0.12

Mnh

15

Vn ha cng ty

0.06

0.18

Mnh

16

Mu m bao b sn phm

0.05

0.15

Mnh

17

H thng thng tin ni b

0.06

0.12

Yu

0.05

0.15

Mnh

0.04

0.12

Mnh

Trnh chuyn mn ca nhn

18

vin

19

Nng lc sn xut
Tng cng

2.94
23

4.

Kt lun im mnh v im yu

4.1

im mnh (S)

Thng hiu
Trnh cng ngh
Kh nng ti chnh
Hot ng phn phi truyn thng
Thu mua cng ty caf Vinamilk
Kh nng nghin cu v u t
Trnh qun l
Cht lng sn phm
Tinh thn lm vic ca ngi lao ng
a dng sn phm
Thu nhp ca ngi lao ng
Quan h quc t
Vn ha cng ty
Hnh thc mu m bao b sn phm
Trnh chuyn mn ca nhn vin
Nng lc sn xut

4.2

im yu (W)

H thng nhng quyn

H thng G7-Mart
H thng thng tin ni b

24

Chng 2
PHN TCH MI TRNG BN NGOI

I.

PHN TCH CC YU T CA MI TRNG BN NGOI

1.

Mi trng v m

1.1

Yu t chnh tr - php lut

1.1.1 Th ch chnh tr
Vit Nam hin nay l mt nc theo ch x hi ch ngha. H thng chnh tr
thc hin theo c ch ch c duy nht mt ng chnh tr l ng Cng sn Vit Nam lnh
o, vi tn ch l: ng lnh o, Nh nc qun l v nhn dn lm ch thng qua c
quan quyn lc l Quc hi Vit Nam.
Mi trng chnh tr n nh, h thng php lut ngy cng c hon thin to iu
kin thun li cho cc doanh nghip kinh doanh.
Theo iu 15 ca Hin Php Nc Cng Ha X Hi Ch Ngha Vit Nam: Nn
kinh t Vit Nam l nn kinh t hng ha nhiu thnh phn theo c ch th trng theo nh
hng X hi Ch ngha.
1.1.2 Lut
Chnh sch u i thu thu nhp doanh nghip i vi cc doanh nghip nim yt
trn th trng chng khon.
Trong giai on khng hong kinh t nm 2008 - 2009, Chnh ph h tr doanh
nghip v ngi dn v thu. B Ti chnh tnh ton c th trin khai cc u i v
thu ngay t u nm 2009. C th, gim 30
4/2008; gim 30

thu thu nhp doanh nghip ngay trong qu

thu cho doanh nghip kh khn trong nm 2009; thi gian chm np

thu thay v 6 thng nh trc y nay ko di ln 9 thng; hon thu VAT nhanh hn.
Bn cnh Th tng Nguyn Tn Dng cn giao cho ngnh Ti chnh thc hin
trong nm 2009 l bo lnh cho doanh nghip va v nh vay vn; giao Ngn hng Pht
trin (thuc B Ti chnh) bo lnh cho doanh nghip vay. Cc doanh nghip c tip cn
vi ngun vn h tr li sut ngn hn.
25

1.2

Yu t t nhin

Hin nay ngnh sn xut c ph ca Vit Nam cn phi i mt vi nhng kh khn

thch thc nh hn hn thng xuyn xy ra lm gim nng sut v sn lng c ph, c
nm mt t 15-20 . c bit, c nhng vng b hn hn ko di, thiu nc ti lm
mt trng khng cho thu hoch v nh hng nghim trng t 2 n 3 v tip theo; gi bo,
l lt lm rng qu, gy cnh, cy nh hng n sn lng c ph
Do nh hng ca thi tit bt li lm cho su bnh gia tng, sn lng st gim
mt s khu vc sn xut c ph nn T chc c ph quc t ICO d bo, tng sn lng c
ph ton cu trong nin v 2011/12 gim xung mc 128,6 triu bao thay v 133,1 triu bao
ca nin v 2010 - 2011.
Nh vy, tng sn lng c ph ton cu trong nm 2012 so vi nm 2011 s c mc
gim 3,4%, mt t l tng i cao cho mt ngnh xut khu nng sn nh c ph.
Th trng xut khu c ph th gii bin ng mnh ko theo th trng c ph
trong nc c nhiu nh hng.
1.3

Yu t kinh t

Hot ng ca doanh nghip lun lun b nh hng bi nhng din bin ca mi

trng v m. Mi trng kinh t v m bao gi cng cha ng nhng c hi v e do
khc nhau. Cc yu t c bn thng c quan tm l:
- Li sut v xu hng ca li sut trong nn kinh t. Vn ny c nh hng n
xu th tit kim, tiu dng, u t trong dn chng, do vy s c nh hng n hot ng
ca doanh nghip.
- Xu hng ca tng sn phm quc ni v tng sn phm quc dn. y l s liu
th hin tc tng trng ca nn kinh t v tc tng thu nhp bnh qun tnh trn u
ngi. Nhng ch tiu ny s cho php doanh nghip c lng c dung lng ca th
trng cng nh th phn ca doanh nghip.
- Xu hng tng, gim thu nhp thc t bnh qun u ngi v s gia tng s h gia
nh. Xu hng ny s tc ng trc tip n quy m v tnh cht ca th trng trong tng
26

lai cng nh s tc ng n hot ng kinh doanh ca doanh nghip. Chng hn, khi thu
nhp thc t bnh qun u ngi tng ln, ngi tiu dng khng nhng ch trng n cht
lng sn phm m cn quan tm n cht lng dch v. Do vy doanh nghip mt mt
phi quan tm n vic ci tin sn phm, mt khc phi quan tm n vic thc hin, ci
tin cng nh m rng thm cc dch v mi nhm p ng yu cu ca khch hng. Bn
cnh , cc ngnh doanh v s pht trin mnh hn.
Lm pht: tc u t vo nn kinh t s ph thuc vo mc lm pht. Vic duy
tr mt mc lm pht va phi c tc dng khuyn khch u t vo nn kinh t. kch
thch s tng trng ca th trng.
Cn cn thanh ton quc t: do quan h xut nhp khu quyt nh.
Bin ng trn th trng chng khon.
H thng thu v cc mc thu: thu nhp hoc chi ph ca doanh nghip s thay
i khi c s thay i ca h thng thu hoc mc thu sut.
1.3.1 GDP
Theo suy gim kinh t nhng thng cui nm 2008, tc tng trng sn phm
trong nc qu I/2009 ch t 3,14% l qu c tc tng thp nht trong nhiu nm gn
y. Nhng qu II, qu III v qu IV ca nm 2009, tc tng tng sn phm trong nc
nng dn ln ln lt l 4,46%; 6,04% v 6,9%.
Cc ch s v GDP theo t gi
GDP theo t gi

GDP t gi theo u ngi

(t USD)

(USD)

2007

71,4

823

8,5%

2008

89,83

1024

6,2%

2009

92,84

1040

5,3%

Nm

2010

Tng trng

6,5%*

27

1.3.2 Li sut
Tri qua cuc khng hong kinh t nm 2007-2008, li sut huy ng tng cao dn
n li sut cho vay tha thun gia ngn hng vi khch hng trong nm 2008 qu cao,
nhiu doanh nghip gp kh khn trong vic tip cn ngun vn. Sang nm 2009, ngn hng
nh nc h li sut c bn ng thi Chnh ph a ra cc gi kch cu pht trin kinh
t, cc doanh nghip sn xut kinh doanh c cho vay h tr li sut vi mc 4 /nm.
Nh vo s linh hot trong iu hnh chnh sch tin t v chnh sch ti kha ca Chnh
Ph, cc doanh nghip Vit Nam trong c Tp on Trung Nguyn c ng lc
vt qua giai on kh khn ca nn kinh t.
1.4

Yu t k thut cng ngh

1.4.1 Cng ngh sinh hc

Hin nay, trn th gii vic s dng k thut nui cy in vi-tr nhn nhanh cc
loi cy trng tr thnh mt cng c nhn ging ch yu. C th nhn s lng ln v
gi nguyn cc c im tt ca cc dng v tnh c ph vi u t c tuyn chn c
nng sut cao, cht lng v kh nng khng bnh tt. Phi v tnh c th bo qun lu di
v cho ny mm vo thi v thch hp. T phi v tnh c th to ht nhn to, y l yu t
thun li cho c gii ha v t ng ha nhn ging cng nghip. Vi cy c ph, t 1gr
sinh khi, trong vi thng ngi ta c th to c 60 vn phi v tnh c t l ti sinh n
47%.
y chnh l vic ng dng cng ngh sinh hc (cng ngh t bo) nhn nhanh
cc ging cy trng c cht lng cao, ph hp vi nhim v ca Chng trnh trng im
pht trin v ng dng cng ngh sinh hc trong lnh vc nng nghip v pht trin nng
thn n nm 2020 c Th tng ph duyt. Vin Khoa hc k thut Nng lm
nghip Ty Nguyn ang tp trung vo vic nghin cu sn xut ging c ph theo hng
hin i ny.

28

1.4.2 Pht trin c s vt cht, nh my

Ngy 2-11, Cng ty c ph Trung Nguyn a vo hot ng Nh my c ph ha
tan G7 ti Khu cng nghip Tn ng Hip A, tnh Bnh Dng. Nh my c din tch 3 ha,
cng sut 3.000 tn c ph ha tan/nm, tng vn u t trn 10 triu USD.
ng ng L Nguyn V, tng gim c, cho bit 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 chuyn ch to
thit b ch bin thc phm v c ph ha tan ca .
Nh my Bnh Dng: Khu cng nghip Tn ng Hip A, Huyn D An, Bnh
Dng vi din tch: 30.000m2, sn xut c ph ha tan nhn hiu G7 vi cng sut 3.000
tn/nm. Nh my ng dng tinh hoa cng ngh , chit xut nhng tinh ty t ht c ph,
em n loi c ph cht lng quc t, xut khu i 54 nc trn th gii.
Nh my Si gn: KCN M Phc 2, huyn Bn Ct, Bnh Dng. Tip nhn t
Vinamilk, nh my ng dng cng ngh t an mch v CHLB c. S chuyn nhng
ny mt ln na khng nh v th chuyn gia s mt trong ngnh c ph ca Trung
Nguyn.
Nh my Bc Giang: Khu Cng Nghip Quang Chu, Huyn Vit Yn, Tnh
Bc Giang. Tng s vn u t cho nh my c ph Trung Nguyn Bc Giang l trn 25
triu USD chia lm hai giai on. Nh my Trung Nguyn Bc Giang c hoch nh tp
trung sn xut c ph ha tan G7 xut khu sang th trng Trung Quc v cc nc
trong khu vc p ng nhu cu ngi tiu dng ang yu chung sn phm ny.
1.4.3 i mi sn phm
i mi "mnh lit hn c l loi c ph ha tan, p ng nhu cu ung c ph kiu
cng nghip trong cuc sng hi h bn b hin nay. Thng 4, Cng ty Vinacafe gii
thiu sn phm c ph sm 4 trong 1 nhm mang n cho ngi thng thc c ph mt

29

hng v ha tan mi. Tin t Vinacafe cho thy, hin ti ngi tiu dng chp nhn loi
c ph sm ha tan qua lng tiu th gia tng gp i so vi thng trc.
Khng chu thua km, gia thng 6, Cng ty Nestl t ph" th trng bng 3 sn
phm Nescaf 3 trong 1 mi, khc nhau khu v m va, m v rt m. Cng theo
Nestl, khng ch Vit Nam m ti nhng th trng xut khu khc, ngi tiu dng cng
i hi nh sn xut phi a dng ha sn phm cho ph hp vi tng i tng, ng thi
vn phi m bo cht lng v nht l hng v c trng ca c ph Vit Nam.
Gii kinh doanh c ph cng nh gi rng cnh tranh gia cc nh sn xut c ph
ti Vit Nam ang ngy cng tr nn khc lit. Do mi nhn hiu phi n lc ht sc
mnh nhm xy dng thng hiu ring v chim lnh th trng.

1.5

Yu t vn ha x hi

1.5.1 Trnh vn ha
S tc ng ca cc yu t vn ho thng c tnh di hn v tinh t hn so vi cc
yu t khc v phm vi tc ng ca cc yu t vn ho thng rt rng. Cc kha cnh hnh
thnh mi trng vn ho x hi c nh hng mnh m n cc hot ng kinh doanh nh:
nhng quan im o c, thm m, v li sng, v ngh nghip; nhng phong tc, tp
qun, truyn thng; nhng quan tm v u tin ca x hi; trnh nhn thc, hc vn
chung ca x hi nhng kha cnh ny cho thy cch thc ngi ta sng, lm vic, hng
th cng nh sn xut v cung cp dch v. Vn t ra i vi nh qun tr doanh nghip
l khng ch nhn thy s hin din ca nn vn ho x hi hin ti m cn l d on
nhng xu hng thay i ca n, t ch ng hnh thnh chin lc thch ng.
1.5.2 Tn gio, tn ngng
Vit Nam l quc gia c nhiu loi hnh tn ngng, tn gio. Vi v tr a l nm
khu vc ng Nam c ba mt gip bin, Vit Nam rt thun li trong mi giao lu vi
cc nc trn th gii v cng l ni rt d cho vic thm nhp cc lung vn ho, cc tn
gio trn th gii.
30

1.5.3

hong tc tp qun, i sng

Quan nim sng hin nay c s thay i rt nhiu, cng vi vi sng ngy cng ci
thin l nhu cu sng ngy cng cao hn. V li mua sm, cc nh u t quc t v ni a
bt u nhn thy tim nng ca hin tng thng mi hin i Vit Nam. nh hng
ca thng mi hin i s th hin qua vic ngi Vit Nam mua sm nh th no. Trc
ht, tn s mua sm s gim bt v ngy cng t ngi tiu dng mua sm hng ngy cc
ch v h bt u mua khi lng ln theo tun. D bo, cc i l thng mi hin i s
cch mng ho thi quen tiu dng bng vic gim tn s mua sm v tng gi tr mua sm.

1.6

Yu t dn s

C cu lao ng ca Vit Nam cn th hin s lc hu, t trng lao ng trong nng

nghip chim hn 50 , thm vo i ng lao ng cha qua o to l ph bin, phng
thc o to theo kiu truyn ngh, cm tay ch vic l chnh nn trnh tay ngh thp,
tnh ng u khng cao. Th lnh ngh bc cao t, thiu quy hoch o to.
Hin lao ng c nc ang dn v cc khu cng nghip, khu th nh TP.HCM,
ng Nai, Bnh Dng... Lao ng t khu vc Nh nc chuyn sang khu vc ngoi quc
doanh, t nng thn chuyn ra thnh th...
Dn s Vit Nam phn ln vn cn sng nng thn, chim 75

dn s c nc, s

di c vo cc trung tm th ln s c nh hng quan trng n thi quen tiu dng trong

nhiu nm ti. D on nm 2020, dn s Vit Nam s ng th t Chu , ch sau Trung
Quc, n v Indonesia, vt qua c Nht Bn - t nc ang c s dn ngy cng
gim.
T l pht trin ny s mang li mt vi xu hng tiu dng mi v nhng thay i
trong vng 10 nm ti, k c vic nhn i lc lng lao ng; nhn i s lng nhng
ngi a ra quyt nh v s ngi tiu th; kiu h gia nh nh hn s kch thch hn
na vic tiu dng.

31

1.7

Hi nhp

Hin nay, c ph Vit Nam xut khu sang gn 40 nc v vng lnh th. Th
trng xut khu chnh ca c ph Vit Nam l cc nc: M, c, Ty Ban Nha, Italia,
Anh, Php, Nht Bn, B, Trung Quc, H Lan, Ba Lan trong c v M lun phin l
2 th trng tiu th c ph nhiu nht ca Vit Nam.
Tuy nhin, gi xut khu c ph ca Vit Nam cn thp v b ph thuc hon ton
vo th trng quc t. Nguyn nhn chnh ca tnh trng ny l do cht lng sn phm
thp hn cc nc khc v do cc doanh nghip xut khu ca Vit Nam cn ng ngoi
sn giao dch quc t.
Theo cc chuyn gia, mt trong nhng nguyn nhn khin c ph Vit Nam c cht
lng thp l do cng ngh s ch ca Vit Nam cn yu v cha ng b. Bn cnh
nng dn c thi quen thu hoch c ph ln ln c tri chn ln xanh. V th, ngay c khi
cng ngh s ch tt th c ph ht xut khu ca Vit Nam vn km hn cc nc khc. V
vy, cc chuyn gia cho rng, ngoi vic nng cao cht lng c ph ht xut khu c
mc gi xut khu tt hn, Vit Nam cn gia tng gi tr xut khu ca c ph thng qua ch
bin, thc y tiu th trong nc, gim s ph thuc ca ngnh c ph vo cc nh sn
xut kinh doanh nc ngoi
L hi c ph Bun Ma Thut ln th III l s kin, im nhn ni bt v kinh t,
vn ha ln ca tnh c Lc trong nm 2011. Sn phm c ph ca c Lc xut khu
n 80 quc gia v vng lnh th trn th gii. Hin nay, ngnh c ph c Lc ni ring v
Vit Nam ni chung ang khng nh v th ca mnh trn th trng c ph th gii.
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 chng mnh m nht gip
d dng m toang tt c cc cnh ca th trng cn li ca th gii.
32

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.

2.

Mi trng vi m

2.1

i th cnh tranh

Tnh cho n thi im hin nay, th trng c ph ha tan Vit Nam c 5 gng mt
tiu biu l Maccoffee (cng ty FOOD Empire Holdings Singapore); Vinacafe (Cng ty
C phn C ph Bin Ha Vinacefe); Nsecafe (Nestl Thy S); G7 (Cng ty Trung
Nguyn); Moment &Vinamilk Caf (Cng ty Sa Vinamilk); bn cnh cc nhn hng nhp
khu khc.
Vinacafe: Bt u i vo sn xut t nm 1979, sn phm ca Vinacafe ch yu
xut khu. Sau , khi Vit Nam chuyn sang c ch th trng, Vinacafe tp trung pht
trin c ph ha tan phc v th trng ni a. Vi nh my sn xut c ph ha tan cng
sut 3.000 tn/nm, Vinacafe tr thnh doanh nghip dn u v nng lc v cng ngh sn
xut c ph ha tan ti Vit Nam.
Nescafe: L nhn hiu c ph ha tan hng u trn th gii vi b dy lch s 70
nm, Nescafe l thng hiu nc ung ln th hai ca th gii, ch sau Coca-Cola. Ti
Vit Nam, Nescafe c mt nh my sn xut c ph ha tan vi cng sut 1.000 tn/nm.
Moment & Vinamilk Caf: Vinamilk mnh dn u t mt nh my c ph hin
i vi tng vn gn 20 triu USD, trn din tch 60.000 m2 ti Bnh Dng, cng sut
33

1.500 tn/nm tham gia vo th trng c ph. Sau khi thng hiu c ph ha tan
Moment khng thnh cng, Vinamilk ang dn lc vo thng hiu mi: Vinamilk Caf.
i th cnh tranh chnh m caf G7 Trung Nguyn quan tm chnh l Nescafe v
Vinacafe.
2.2

Ngi mua

Vi Trung Nguyn ai cng c th s dng sn phm nhng vi Trung Nguyn khi

tung bt k mt sn phm no ra th trng Trung Nguyn u nhm n mt i tng
khch hng mc tiu, v mc tiu ca c ph ha tan G7 l ngi dng c gu c ph
c.S dng m nhc cho h thng qun c ph nhng quyn ca Trung Nguyn to
mt phong cch thng thc c ph Trung Nguyn tht mi m v n tng. m nhc l
mt mn n tinh thn khng th thiu ca con ngi, cn c ph l mt thc ung tuyt vi
thng thc, s rt hiu qu l mong i ca Trung Nguyn khi p dng phng thc
ny.
2.3

Ngi cung cp

S lng nh cung cp s quyt nh n p lc cnh tranh, quyn lc m phn ca

h i vi ngnh, doanh nghip. Nu trn th trng ch c mt vi nh cung cp c quy m
ln s to p lc cnh tranh, nh hng ti ton b hot ng sn xut kinh doanh ca
ngnh. Ngy nay xut hin mt ln sng cc cng ty sn xut theo n t hng mun to
lp ra thng hiu ring ca mnh, bt chp vic ny c th khin h mt hp ng t cc
cng ty t hng. cng l mt trong nhng ri ro cn phi kim sot.
Tuy nhin, Trung Nguyn lun p dng nguyn tc: i x vi i tc v nh cung
cp nh mt phn m rng cng vic kinh doanh ca bn. iu ny c ngha Trung
Nguyn duy tr nguyn tc hip hi, xem cc nh cung cp nh cc i tc lm n. Trung
Nguyn i hi cc nh cung cp kh t m v gt gao v mt cht lng cng nh cc
thng s cht lng. Tuy nhin, cng phi ni rng, nh cung cp no c Trung Nguyn
la chn u coi mt iu may mn ln. V nh th h khng nh c tn nhim
ca mnh trn th trng cafe. Trung Nguyn thng t hng hp ng di hn v t thay
i ngi cung cp tr khi xy ra sai lm tai ha. Ngoi ra th cc nh cung cp cng c

34

Trung Nguyn hng dn v cng pht trin. Tt c nhng iu ny lm p lc cnh

tranh ca nh cung cp cho Trung Nguyn gim i ng k.
Hin nay, Trung Nguyn c cc ngun cung cp chnh:
Ngun nguyn liu nhp khu t nc ngoi(Jamaica, Philippine, Panama): Kh
khn trong khu vn chuyn, chi ph cao
Ngun nguyn liu t Ty nguyn: Phong ph, chi ph thp nhng cht lng
khng n nh
2.4

Cc i th tim n

Bn cnh 4 i th chnh trn th Trung Nguyn ang phi i mt vi nhng i

th cnh tranh trong nc nh: Thi Ha, An Thi, Ph Thi, CADA, VICA..
Tuy nhin 5 thng hiu trn tr nn quen thuc vi ngi tiu dng t rt lu,
vic thay i thi quen l rt kh. V vy, ro cn nhp cuc ca cc i th cnh tranh tim
tng l khng cao.
2.5

Hng ha, sn phm thay th

Sn phm v dch v thay th l nhng sn phm, dch v c th tha mn nhu cu

tng ng vi cc sn phm dch v trong ngnh.
Bn cnh vic s dng caf ha tan, hin nay ngi tiu dng cn c s la chn
khc l caf phin v gn y s xut hin ca caf lon ha tan.
a) Caf lon ha tan
Trong nhng nm gn y, ngi tiu dng Vit Nam bt u lm quen vi sn
phm caf ng lon c th ung ngay m khng cn pha ch. Loi sn phm ny thu ht
c nhiu ngi v tnh tin dng v ph hp vi cuc sng hin i lun bn rn. Ni n
caf lon ha tan chng ta c nhc n cc sn phm sau:
Cafe lon Birdy do cng ty Ajinomoto Vit Nam phn phi, c mt trn th trng
t nm 2008.

35

 Cafe lon ha tan VIP ca cng ty Tn Hip Pht tung ra th trng vo ngy
15/11/2009.
Cafe lon ha tan ca Nestle.
b) Cafe rang xay
Caf rang xay l sn phm th 2 c th thay th cho caf ha tan. Trn th trng
hin nay c rt nhiu loi caf rang ca nhiu cng ty nh: caf bt ca Trung Nguyn, caf
Moment ca Vinamilk

36

II.

MA TRN YU T BN NGOI

1.

C s cho im mc quan trng

Bng 1: kin chuyn gia theo thang im Likert
Tng s

Cc yu t

STT

ngi
tr li

Tng

Mc

Lm

quan

im

trn

trng

Lm pht

16

30

123

0.08

0.08

Li sng

12

30

77

0.05

0.05

13

30

114

0.08

0.08

Tnh linh hot ca

ngi tiu th

Ngun nguyn liu

15

30

85

0.06

0.06

K thut mi

13

30

78

0.05

0.05

10

11

30

100

0.07

0.07

14

30

97

0.06

0.06

Vn lut php
quc t
Thu nhp ca ngi
dn

Li sut cho vay

13

30

101

0.07

0.07

Sn phm thay th

12

30

113

0.08

0.08

10

Bng sng ch

10

30

103

0.07

0.07

10

30

103

0.07

0.07

10

30

103

0.07

0.07

10

30

103

0.07

0.07

14 Nh cung cp

10

30

103

0.07

0.07

15 i th tim n

10

30

103

0.07

0.07

11

12

Vn ha ngi tiu
dng
Ngun lc i th
cnh tranh
S lng i th

13 cnh tranh

Tng

1506

1
37

2. C s cho im phn loi

STT Cc yu t bn trong

Tng

Tng

im

Lm

im

trung bnh

trn

Lm pht

19

30

106

3.533333

Li sng

13

10

30

92

3.066667

15

11

30

97

3.233333

Tnh linh hot ca

3

ngi tiu th

Ngun nguyn liu

14

30

89

2.966667

K thut mi

17

30

93

3.1

14

30

54

1.8

10

30

82

2.733333

Vn lut php
6

quc t
Thu nhp ca ngi

dn

Li sut cho vay

10

12

30

67

2.233333

Sn phm thay th

11

30

74

2.466667

10

Bng sng ch

13

30

86

2.866667

13

30

80

2.666667

13

30

86

2.866667

13

30

86

2.866667

Vn ha ngi tiu
11

dng
Ngun lc i th

12

cnh tranh
S lng i th

13

cnh tranh

14

Nh cung cp

13

30

86

2.866667

15

i th tim n

13

30

86

2.866667

38

3.

Ma trn yu t bn ngoi (EFE)

Mc

STT Cc yu t bn ngoi

Phn

quan

loi

trng

im
quan

Kt lun

trng

Lm pht

0.08

0.32

c hi

Li sng

0.05

0.15

c hi

0.08

0.24

c hi

Tnh linh hot ca

3

ngi tiu th

Ngun nguyn liu

0.06

0.18

c hi

K thut mi

0.05

0.15

c hi

0.07

0.14

thch thc

0.06

0.18

c hi

Vn lut php
6

quc t
Thu nhp ca ngi

dn

Li sut cho vay

0.07

0.14

thch thc

Sn phm thay th

0.08

0.16

thch thc

10

Bng sng ch

0.07

0.21

c hi

0.07

0.21

c hi

0.07

0.21

c hi

0.07

0.21

c hi

Vn ha ngi tiu
11

dng
Ngun lc i th

12

cnh tranh
S lng i th cnh

13

tranh

14

Nh cung cp

0.07

0.21

c hi

15

i th tim n

0.07

0.21

c hi

39

4. Ma trn hnh nh cnh tranh

Trung Nguyn
Mc
quan
trng

Vinacafe

Nescafe

Phn

im

Phn

im

Phn

im

loi

quan trng

loi

quan trng

loi

quan trng

0.2

0.4

0.8

0.4

Th phn
Kh nng cnh tranh gi

0.2

0.6

0.6

0.6

0.2

0.6

0.8

0.6

V tr ti chnh
Cht lng sn phm

0.3

0.6

0.9

0.9

Lng trung thnh ca

0.1

0.3

0.3

0.3

khch hng
Tng im

2.5

3.4

2.8

40

5.

C hi, thch thc

5.1 C hi

Bng sng ch
Vn ha ngi tiu dng
Ngun lc i th cnh tranh
S lng i th cnh tranh
Nh cung cp
i th tim n

Thu nhp ca ngi dn

Lm pht
Li sng
Tnh linh hot ca ngi tiu th
Ngun nguyn liu
K thut mi
5.2 Thch thc
Li sut cho vay
Sn phm thay th

Vn lut php quc t

41

Chng III
LA CHN CHIN LC V GII PHP

I.

S MNG, QUAN IM, MC TIU

1. 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 ho Vit.
2. Quan im
im ni bt l Trung Nguyn a ra Hc thuyt C ph, theo c ph khng
ch l thc ung c ph m cn l thin s mang cc gi tr trit l, t tng tinh
thn, vn ha; c ph l di sn ca nhn loi, l bu vt ca To ha, v chnh l
ngun nng lng ca tri thc sng to.
Hy khi qut qut bn nim c bn ca C Ph Trit o nh sau:

tng ca ng L Nguyn V v trit l c ph Vit Nam

42

Doanh nhn ng L Nguyn V nhn nh rng: Ti ngh Vit Nam, trit

l c ph mi manh nha. c c trit l y, cn da trn quan im ca a
phng, dn tc v th gii v loi sn phm ny. N s c bi p bi nhng
ngi ung v am m c ph theo thi gian, ngay mt lc khng th hon tt c.
Do vy ti ku gi cc nh vn ha cn nhn nhn y l vn nghim tc v phi
c cng trnh nghin cu cn thn. C ph l mu s chung quy t 2 t triu tn
ung c ph nhiu quc gia, sc tc, mu da, quan im chnh tr v tn gio khc
nhau. Do , cn phi nghin cu n vi t cch mt cng trnh khoa hc. Nu c
c trit l y, Vit Nam s c mt c hi qu ln. Ln u tin Vit Nam s tr
thnh nh t tng, c th xut khu v quy t c nhng ngi khc nhau trn th
gii.
3. Mc tiu
ng ng L Nguyn V, Ch tch HQT Cng ty G7: Mc tiu ca h thng cc
ca hng G7 l h tr mnh m chin lc pht trin thng hiu Vit v tr thnh h thng
phn phi a phng lm i trng vi cc tp on phn phi nc ngoi., C th l:
Thng lnh th trng ni a
Gia tng gp i ph ca cc im bn.:
Chuyn nghip ha cht lng phc v khch hng m rng th trng mnh m.
Gip cho cc sn phm, thng hiu ca Trung Nguyn hin din khp cc ni.
Xy dng Th ph c ph ton cu: y l vic to ra mt m hnh mu v pht trin
bn vng. Mt m hnh pht trin t ti nng lc bn vng s phi do chnh cng
ng bn a ch ng xut v pht trin.
Trung Nguyn khng ch dng li nhng th trng bn l: gia tng cc dch v
nh:
o Mua sm bng th tin li.
o

Dch v thanh ton tin li dnh cho cc khch hng khng c thi gian.

o Bn hng qua cataloge

43

o
II.

MA TRN SWOT
S

W
1. Mng li rng

1.

2. Ti chnh mnh

H thng nhng
quyn khng ton din

3. Thng hiu mnh

2.

Khng ng nht

4. Qun l hin i

3.

H thng G7 tht bi

5. Gi phn bit

4.

D b nhi thng hiu

6. Marketting tt

5.

Th phn khng cao

7. Nh my hin i

6.

Cht lng sn phm

khng c nh gi cao.

O
1. Yu t ngi Vit dng
hng Vit
2. Nguyn liu di do
3. Th trng phn chia r
rt
4. Xu hng ung cafe

1. S1,2,6 + O4: chin lc

1. W1,W3+O1: chin lc

xm nhp th trng.

xm nhp th trng.

2. S1,2,6 + O3: chin lc

2. W5+O3: chin lc pht

pht trin th trng.

trin th trng

3. S2,4,7 + O1,2,4: chin

3. W6,4,2+O4: chin lc

lc pht trin sn

pht trin sn phm

phm

ngy cng tng

5. Lut nhng quyn
ngy cng hon thin
T

1. S 1,2,5,6,7 + T 1,3,4,5 :

1. Th trng t nhy cm
v gi
2. Cnh tranh gay gt

1. W1,2,3+ T2,5: chin

chin lc hi nhp v

lc chnh n n

pha trc

gin

2. S 1,2,3,4,7 + T 2,4,5 :

3. Li sut khng n nh

chin lc tng trng

4. Lm pht cao

tp trung theo hng

5. Cht lng ngun

pht trin sn phm

nguyn liu thp

44

1.

im mnh (S)

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, H thng knh phn phi snh c trn mi min t nc, v th
trong mt thi gian ngn c ph ha tan G7 c mt hu ht cc ca hng tp ha.Tn
dng s thnh cng ca thng hiu c ph phin Trung nguyn, mt thng hiu thnh cng
ko theo mt thng hiu mi.
Thu c khon ph t nhng quyn pht trin cng vic kinh doanh.
Xy dng thnh cng thng hiu v chim c tnh cm ca ngi tiu dng
nh chin lc xc tin (cng tc quan h cng chng PR-Public Relations ca cng ty.
Trung Nguyn ti tr mt s chng trnh trn truyn hnh nh Thng ip cuc sng,
iu k diu...)Trung Nguyn 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. Ung c ph c th coi l mt nt vn ho
mang m bn sc ca ngi Nam B. Cc qun c ph 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 im 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 c ph Vit
Nam.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. G7 tung ra trong
giai on thch hp vi nhiu chin dch rm r to mt n kh bt ng i vi Nescafe
v cc hng caf ln khc.
nh vo lng t ho dn tc, tinh thn dn tc thu hiu vn ha,Ngi Vit
dng hng Vit.
45

 C gi c cho tt c cc khch hng.

Trung Nguyn hin nay c tng cng 3 nh my chnh phc v cho vic sn xut
caf : Nh my Bnh Dng , sn xut c ph ha tan nhn hiu G7 vi cng sut 3.000
tn/nm. Nh my ng dng tinh hoa cng ngh , chit xut nhng tinh ty t ht c ph,
em n loi c ph cht lng quc t, xut khu i 54 nc trn th gii. Nh my Si
gn: Tip nhn t Vinamilk, nh my ng dng cng ngh t an mch v CHLB c.
Nh my Bc Giang: Tng s vn u t cho nh my c ph Trung Nguyn Bc Giang l
trn 25 triu USD. Nh my Trung Nguyn Bc Giang c hoch nh tp trung sn xut
c ph ha tan G7 xut khu sang th trng Trung Quc v cc nc trong khu vc p
ng nhu cu ngi tiu dng ang yu chung sn phm ny.
2.

im yu (W)

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/sn phm/dch v thng khng n lc kim sot cht ch hot ng ca bn nhn
quyn v thu nhp ca bn nhng quyn ch yu t vic bn sn phm hay dch v, v bn
nhng quyn thng c nh m rng nhanh chng h thng phn phi nhm gia tng
bao ph th trng, doanh thu v 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.
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.
Trung Nguyn ang tr nn khng ng nht v nhiu mt. C th thy r s
khc nhau v gi c, cht lng c ph v c cung cch phc v ti cc qun Trung Nguyn.
Mc u t cho bi tr khng gian cng c s chnh lch rt ln.Trung Nguyn ang s
46

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.
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.
Ti cc siu th, sn phm c ph ha tan G7 ni ring, sn phm c ph Trung
Nguyn ni chung nm nhng gc khut, kh nhn thy. 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.
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.
Nescafe cn 44,05% th phn, Vinacafe cn 28,95 , G7 chim 21% v 5,2%
cn li cho cc thng hiu khc.Do Trung Nguyn cn lm nhiu vic hn na trong
cuc chin th phn Vit Nam. Cc i th nh Nescafe va Vinacafe ang c cc chin
lc hp l y cng l 1 thch thc i vi Trung Nguyn.
Theo mt bi nghin cu kho st ca Trung Nguyn cho thy khch hng cm
thy cha tht s hi lng v cht lng sn phm ca cng ty.

47


3.

C hi (O)

Yu t ngi Vit dng hng Vit l mt trong cc nhn t gip Trung Nguyn
to ch ng trn th trng hin nay. 23/11/2003, 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
Vit Nam l quc gia ng th 2 th gii v xut khu cafe,c nhiu th ph cafe.
Sn lng cao v cht lng tng i ng u.
Ti Tp.HCM, c ph c ung ti qun nhiu hn. Ngc li, H Ni ung ti
nh nhiu hn v c mt nhm ng k ung vn phng. Ngoi ra, 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.
Theo mt bi nghin cu kho st ca Trung Nguyn cho thy khch hng
tui thanh nin v v thnh nin c mc tiu th c ph tng nhanh nht, c v c ph bt v
c ph ha tan.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.
Lut thng mi sa i s c hiu lc vo ngy 1/1/2006. Cc qui nh v
Nhng quyn thng mi (NQTM) trong Lut thng mi mi gm t iu 284 n iu
291. Theo , NQTM c nh ngha l vic bn nhn quyn s dng nhn hiu hng ha,
tn thng mi, b quyt kinh doanh, khu hiu kinh doanh, biu tng kinh doanh ca bn
nhng quyn v phi tr mt khon ph.Lut thng mi mi qui nh mt s quyn v
ngha v ti thiu ca bn nhng quyn v bn nhn quyn m cc bn khng th khng
tun th

48

4.

Thch thc (T)

Mt thch thc khc ca th trng c ph l nhy cm thp ca nhu i vi

gi ca n. Nu Trung Nguyn ch ng gim gi ca mt mt hng kch thch th nhu
cu ca ngi tiu dng i vi mt hng cng khng tng ln nhiu nh mc gim
gi.
i th cnh tranh ln nht l Nescafe, ngoi ra cn c Vinacafe . 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.
Li sut vay bt li cho doanh nghip c ph : Trn thc t, hin c nc c 150
DN c ph nhng hu ht trong s ny u ang trong tnh cnh kh khn, thua l. Nguyn
nhn chnh ca tnh trng b bt ny l do thiu vn Tuy nhin,nu tip cn c vi ngun
vn vi mc li sut vay hin vn cao ti 18%-20 /nm, th kinh doanh c ph khng c
li.
Ch s gi tiu dng v lm pht tng cao v ko di s c nhng nh hng tiu
cc n ton b nn kinh t. Nhng tc ng ch yu bao gm: Gi c tng mnh s lm
tng chi ph sn xut kinh doanh, nh hng n kh nng cnh tranh ca cc doanh nghip
v ton b nn kinh t. Lm pht cao lm gim gi tr ng tin trong nc.
Nhng nm gn y xut khu c ph Vit Nam chim v tr cao v khi lng
nhng li c gi rt thp. Nguyn nhn ch yu l do thiu k nng ch bin, pht trin c
ph cha theo quy hoch, thiu kh nng tip cn kin thc k thut, th trng v ti chnh
dn n kh nng cnh tranh ca ngnh b hn ch.

49

III.

MA TRN SPACE

FS

ES

Doanh thu: 4.5

S thay i ca cng ngh ch bin: 3.5

Cn cn n: 3.5

Lm pht: 4.5

Kh nng thanh ton: 4

Nhu cu th trng thay i: 4.25

Lu thng tin mt: 4.25

Gi c ca sn phm cnh tranh: 4.25

S d dng rt lui khi th trng: 3.75

p lc cnh tranh: 5.5

Ri ro trong kinh doanh: 2.5

S co dn theo gi ca nhu cu: 2.5

CA

IS

Th phn: -3.75

Mc tng trng ca ngnh: -4.25

Cht lng sn phm: -3

Li nhun tim nng: -3.75

Lng trung thnh ca khch hng: -4

S n nh v ti chnh: -4.25

S dng cng sut cnh tranh: -1.5

Qui m vn: -4.5

B quyt cng ngh ch bin: -3.5

S d dng thm nhp th trng: -4.25

S kim sot i vi nh cung cp &

B quyt cng ngh d thm nhp hay

ngi phn phi: -3.75

khng?: - 3.5

50

Da vo ma trn SPACE , ta thy sn phm ang nm trong gc t cnh tranh ca

ma trn SPACE, nn s dng cc chin lc cnh tranh. Cc chin lc cnh tranh ny bao
gm :
Chin lc kt hp v pha sau
Chin lc kt hp v pha trc
Chin lc theo hng ngang
Chin lc thm nhp th trng
Chin lc pht trin th trng
Chin lc pht trin sn phm

51

IV.

Ma trn QSPM
SWOT

Chin lc xm nhp th

SPACE
Chin lc kt hp v

Chin lc thm nhp th

pha sau

trng

Chin lc kt hp v

Chin lc pht trin th

pha trc

trng

Chin lc theo hng

Chin lc pht trin sn

ngang

phm

trng
Chin lc pht trin th
trng.
Chin lc pht trin sn
phm
Chin lc hi nhp v pha

QSPM

Chin lc thm nhp

th trng

trc
Chin lc tng trng tp

Chin lc pht trin th

trung theo hng pht trin

trng

sn phm
Chin lc chnh n n

Chin lc pht trin

gin

sn phm

Da vo nhng chin lc chn trong ma trn SWOT v ma trn SPACE, ta chn

ra 3 chin lc:
Chin lc thm nhp th trng
Chin lc pht trin th trng
Chin lc pht trin sn phm

52


Ta s nh gi 3 chin lc ny:
Cc yu t

Cc chin lc c th la chn

Phn
loi

AS

C s ca s im

Chin

Chin lc

Chin

lc

pht trin

lc

thm

th trng

pht

nhp th

trin sn

trng

phm

TAS

AS

TAS

AS

TAS

12

hp dn

Cc yu t bn trong
Thng hiu

12

kin ca khch hng

& chuyn gia

Trnh cng ngh

12

Quy trnh sn xut(

nng sut & hiu qu)

Kh nng nghin cu v u

12

t
Trnh qun l

Trnh nhn vin

phng R&D

Kh nng ca b my
qun l

a dng sn phm

16

S lng sn phm

Marketting

12

12

Kh nng lm vic ca
b phn

Nng lc sn xut

12

Cng sut hot ng

ca nh my

Cht lng sn phm

12

12

kin ca khch hng

& chuyn gia

Cc yu t bn ngoi
Th trng tiu th

Nhu cu th trng ln

uy tn ca thng hiu trn

12

Sn phm cafe c

th trng
Sn phm thay th

nh gi cao
2

S lng cc loi
ung thay th cafe trn
53

th trng
p lc t i th cnh tranh

12

Cc i th cnh tranh
nh Nestle, Vinacafe..
ngy cng ln mnh

K thut mi

12

K thut sn xut cafe

ngy cng hin i

Tng s
110

130

120

Chin lc la chn: Chin lc pht trin th trng mi

54

V.

GII PHP THC HIN CC CHIN LC LA CHN

Yu t chnh ca chin lc ny l th trng mi, do gii php s ch yu tp

trung gii quyt yu t ny:

Nghin cu nhu cu th trng

Nghin cu khch hng

Nghin cu i th cnh tranh th trng mi

Xy dng knh phn phi

Phn cng, tuyn chn v o to nhn s

55

VI.

KIN NGH

1. hon

thin

phng

thc

qun

trong

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:
+ 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

56

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.
2. 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.
3.

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

4.

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.

5. 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
6. 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
57

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
7. 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.
8. 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.
58

9. Ti xc lp hnh nh thng hiu mang m bn sc v lng t ho dn tc.

10. 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.
11. 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.

59

KT LUN
Vi nhng n lc, sau gn 15 nm xy dng v trng thnh ,c gng khng ngng
trong sn xut v kinh doanh, cng ty c phn Trung Nguyn trong thi gian qua t
c nhiu thnh tu ht sc quan trng gp phn vo s nghip pht trin kinh t t nc
nht l trn a bn chin lc Ty Nguyn. Bn cnh nhng kt qu t c C ph Trung
Nguyn cn phi i mt vi nhiu kh khn, thch thc v vn, i th cnh tranh, th
trng, cng ngh Nhng Trung Nguyn vn xng ng l mt trong nhng doanh
nghip u tu ca ngnh c ph Vit Nam, 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.

60

DANH MC CC TI LIU THAM KHO

1. Bi ging mn Qun Tr chin lc ca PGS.TS Phc Minh Hip
2. Bo co kt qu iu tra ca cng ty c ph Trung Nguyn, 2003
3. Bo co nn ngnh hng c ph Vit Nam, 2004, ICARD-MISPA
4. Nguyn ng Ho. Tc ng ca chnh sch t do ho thng mi n cung c ph
Vit Nam - S p dng m hnh cung Nerlove, Tp ch Khoa hc, i hc Hu, s
13 (2002).
5. www.baomoi.com
6. www.trungnguyen.com.vn
7. www.webnganhang.com
8. www.vnbrand.net

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