C PH TRUNG NGUYN

Khi ngun sng to

A. GII THIU V TRUNG NGUYN V SN PHM G7 1. Gii thiu chung Ra i vo ngy 16/6/1996, Trung Nguyn l 1 nhn hiu c ph non tr ca Vit Nam, nhng nhanh chng to dng c uy tn v tr thnh thng hiu c ph quen thuc nht i vi ngi tiu dng c trong v ngoi nc. Ch trong vng 10 nm, t mt hng c ph nh b nm gia th ph c ph Bun M Thut, Trung Nguyn tri dy thnh mt tp on hng mnh vi 6 cng ty thnh vin: Cng ty c phn Trung Nguyn, cng ty c phn c ph ha tan Trung Nguyn, cng ty TNHH c ph Trung Nguyn, cng ty c phn thng mi v dch v G7 v cng ty lin doanh Vietnam Global Gateway (VGG) vi cc ngnh ngh chnh bao gm: sn xut, ch bin, kinh doanh tr, c ph; nhng quyn thng hiu v dch v phn phi, bn l hin i.Trong tng lai, tp on Trung Nguyn s pht trin vi 10 cng ty thnh vin, kinh doanh nhiu ngnh ngh a dng. i tin phong trong vic p dng m hnh kinh doanh nhng quyn ti Vit Nam, hin nay, Trung Nguyn c mt mng li gn 1000 qun c ph nhng quyn trn c nc v 8 qun nc ngoi nh: M, Nht, Singapore, Thi Lan, Trung Quc, Campuchia, Ba Lan, Ukraina. Sn phm c ph Trung Nguyn v c ph ha tan G7 c xut khu n 43 quc gia trn th gii vi cc th trng trng im nh M, Trung Quc. Bn cnh , Trung Nguyn cng xy dng c mt h thng hn 1000 ca hng tin li v trung tm phn phi G7Mart trn ton quc. 2. Tm nhn v s mng - Tm nhn: Tr thnh mt tp on thc y s tri dy ca nn kinh t Vit Nam, gi vng s t ch v kinh t quc gia v khi dy, chng minh cho mt kht vng i Vit khm ph v chinh phc.

- S mng: To dng thng hiu hng u qua vic mang li cho ngi thng thc c ph ngun cm hng sng to v nim t ho trong phong cch Trung Nguyn m vn ha Vit. 3. Gi tr ct li - Khi ngun sng to - Pht trin v bo v thng hiu - Ly ngi tiu dng lm tm - Gy dng thnh cng cng i tc - Pht trin ngun nhn lc mnh - Ly hiu qu lm nn tng - Gp phn xy dng cng ng 4. Sn phm c ph ha tan G7. G7 c Trung Nguyn ln u tin a ra th trng vo nm 2003 v n gy c ngi tiu dng nh gi cao (89% ngi tiu dng chn c ph G7 l sn phm yu thch hn so vi 11% ngi chn Nescafe). G7 khng ch l mt sn phm, mt thng hiu c ph ha tan m G7 cn l mt minh chng cho mt kht vng ln, mt li t duy t pht, s sn sng i u v cnh tranh trc tip vi cc thng hiu n t cc cng ty a quc gia bng chnh tinh thn qut khi cng s thng minh v mu tr ca ngi Vit mi. Sn phm c ph ha tan G7 chnh l s hi t ca nhng g tt nht, c bit nht ca th gii. C ph c thu mua t nhng vng nguyn liu

tt nht, cng ngh sn xut hin i bc nht th gii kt hp vi nhng b quyt pha ch huyn b Phng ng. Cng ngh hin i v duy nht ch c trong qu trnh sn xut ra G7 l kh nng chit xut c o: ch ly nhng phn tinh ty nht ch c trong tng ht c ph cho ra i sn phm c ph ha tan vi hng v khc bit, m c v y quyn r. Chnh nhng c bit trn v ang to nn s khc bit ring cho c ph G7 m khng mt sn phm no trn th trng c c. Sn phm c ph ha tan G7 c nhiu loi nh: c ph G7 2 trong 1 Mnh cha , phi ng gu; c ph G7 3 trong 1 G7 3in1 C ph ha tan s 1 Th thit t Bun Ma Thut; c ph G7 ha tan en, C ph ha tan G7 Cappucino (gm 3 hng v: G7 Cappucino Hazelnut, G7 Cappucino Irish Cream, G7 Cappucino Mocha) B)MI TRNG : I.L thuyt v mi trng :

- Mi trng Marketing l tp hp nhng lc lng khng th khng ch c m cc cng ty phi ch n khi xy dng cc h thng MaketingMIX ca mnh.Mi trng Maketing c hiu nh sau: - Mi trng Marketing ca 1 cng ty l nhng ch th tch cc v nhng lc lng hot ng bn ngoi cng ty nh hng kh nng ch o b phn Marketing,thit lp v duy tr mi quan h tt p vi cc khch hang mc tiu - Mi trng Marketing gm 2 mi trng l mi trng vi m v mi trng v m. Mi trng vi m l nhng lc lng nhng yu t c quan h trc tip vi tng cng ty v tc ng n kh nng phc v khch hang ca n. Mi trng v m l nhng lc lng trn bnh din x hi rng ln

II.Th trng caf ha tan ti Vit Nam: - y l th trng tim nng vi 1/3 nhu cu tiu dng caf trong nc. - Trc nm 2003 th trng caf ha tan VN cn kh ngho nn v chng loi sn phm v t c quan tm, lc ch c 2 ng ln chim lnh th trng l Nescafe (Nesle) v Vinacafe. Trong , Nescafe thng tr vi th phn chim gn 60% ton th trng. Vi v th tuyt i ca Nescafe, ngi tiu dng b p t cht lng, khu v sn phm v khng c nhiu la chn khc. ng sau Nescafe lc l Vinacafe vi th phn: 5,6 % , th phn cn li l khong trng cho cc thng hiu khc ... - Trung Nguyn c li th ln l c nh my sn xut t ngay ti th ph ca cy c ph l Bun Ma Thut, vn chuyn khng phi vn gy kh khn. Bn cnh , Trung Nguyn cho xy dng trang tri chuyn cung cp nguyn liu. m bo mc gi vn chuyn v thu mua l thp nht c th. - Trung Nguyn l tp on c c s h tng vng chc, tr s chnh ti TPHCM v cc chi nhnh trn cc thnh ph ln trn c nc. Bn cnh l 2 nh my sn xut vi cc my mc cng ngh tin tin nht. - Li th sn nh thng hiu Vit: tinh thn dn tc v yu t vn ha l th lc rt ln trong tip th. Trung Nguyn nh vo tm l ngi Vit Nam dng hng VN. - H thng knh phn phi rng khp: 121 nh phn phi, 7000 im bn hng v 59000 ca hng bn l sn phm. 1000 ca hng tin li v trung tm phn phi G7Mart trn ton quc. Nm 2006, Trung Nguyn cho ra i 500 siu th G7 Mart- H thng phn phi G7 Mart 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 TN - Chn i th chnh l Nescafe - Nn kinh t bt n, i km l lm pht tng, gy kh khn khng t cho hot ng kinh doanh, c bit l trong hot ng thu mua nguyn liu. - Mc li sut doanh nghip t nh l kh cao, gy kh khn trong xoay vng vn. - Nguy c mt th phn vo cc i th cnh tranh nh Nescafe, Vinacafe, Vinamilk caf ... vi nhng chiu thc tranh ginh th trng rt si ng v a dng ......... - Sn phm thay th a dng: Bn cnh s dng caf ha tan, ngi tiu dng cn c nhng s la chn khc l caf phin v s xut hin ca caf lon .. - VN gia nhp WTO, gp phi s cnh tranh gay gt hn trong tng lai ...

C) CHNH SCH : nh hng pht trin Hin nay tp on Trung Nguyn bao gm cc cng ty: Cng ty C Phn TM&DV G7 (G7Mart), Cng ty Vietnam Global Gateway (VGG), Cng ty bn l truyn thng Nam Vit v cc cng ty sn xut c ph Tp on c mc tiu pht trin mt mng li knh phn phi ni a

thng sut, bao gm khong 100 nh phn phi ni a hng u trn 64 tnh thnh t nay n 2010, song lnh vc ch o ca Tp on Trung Nguyn vn l mt hng c ph. Cng ty c phn Trung Nguyn v cng ty C phn TM&DV G7 (G7Mart) ang ro rit chun b l trnh ln sn giao dch chng khon ti Vit Nam v Singapore. Ngoi ra, Trung Nguyn s xy dng mt trung tm c ph th gii nh mt thin ng c ph th gii ti Bun Ma Thut, d n bt u c khi ng t nm 2007. 2/Theo cch tip cn sn phm - th trng: a)Chin lc thm nhp th trng: Cafe Trung Nguyn ti thi im ban u khi tip cn th trng Si Gn tht bi lin tip cho n mt mc lch s vo ngy 20/8/1998 h khai trng qun caf cho ung min ph 10 ngy. Thng qua hot ng ny Trung Nguyn gii thiu n khch hng sn phm cafe ca mnh,ng thi hng dn khch cch thng thc cafe theo kiu Trung Nguyn. Su thng sau , ci tn C ph Trung Nguyn pht trin hn c mt doanh nghip c thm nin 20 nm ti thnh ph Bun M. S n nhn nhit tnh v nhanh chng ca ngi tiu dng to nn mt hin tng Trung Nguyn trn mnh t Si Gn nng ng v y cnh tranh.Trung Nguyn duy tr s pht trin y bng Tam gic chin lc-c mt qun pht trin th m thm 2 qun lin nhng ngi qun l duy tr s kim sot ,thit k, s phc v v cht lng cafe

cc qun.Bn cnh gim chi ph qun l v chi ph hng tn kho trong lc cn kh khn v vn. Trung Nguyn thc hin mt cuc xm nhp th trng ngon mc nht trong lch s xy dng thng hiu Vit Nam. C th ni, c ph Trung Nguyn l mt thnh cng k diu ca xy dng thng hiu ti Vit Nam trong thi gian qua. Ch trong vng 5 n m, t mt xng sn xut nh ti Bun Ma Thut, Trung Nguyn c mt ti mi min t nc. b) Chin lc m rng th trng: Sau khi chinh phc nhanh chng th trng trong nc bng cht lng v phong cch ring, c o ca mnh th Trung Nguyn bt u a thng hiu ca mnh ra th trng th gii vi chin lc nhng quyn kinh doanh ln u tin ti singapore vo nm 2000.Tuy nhin thnh cng ch tht s n vi Trung Nguyn vo nm 2002 khi h xut hin Nht Bn bn cc cnh nhn 400 hiu ca cafe hng Nht trn cng tng s 6000 km ca hng nh ca m. starbuckstp on cafe ln nht th gii ca M v mt lot khng phn Thnh cng ca Trung Nguyn Nht Bn thc s gip n nhy vt. n nay, thng hiu Trung Nguyn c mt Nht Bn, Thi Lan, Singapore, Trung Quc v Cng ha Sc. C ph rang Trung Nguyn cng c mt trong siu th v cc ca tim M, c, ng u, Php v Nga. Hin ng L Nguyn V ang trin khai cc hp ng nhm tm kim th phn cho C ph Trung Nguyn ti 15 nc nh c, c, Canada, i Loan, Malaysia, Philippin

c) Chin Lc Pht Trin Sn Phm: 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 caf.

d) Chin Lc a Dng Ha: Da trn nn tng bn sc vn ha Vit vi mang n cho khch hng s cm nhn rt khc bit v cch thng thc c ph m lu nay h cha tng c bit n. Trung Nguyn nghin cu v pht trin 30 loi c ph pha ch c hng v ring bit, to ra 9 loi mc hng v khc nhau cho sn phm ca mnh. Vi n lc ca mnh Trung Nguyn cho ra i nhng sn phm caf thng hng nh:caf chn,mt loi cafe t nht th gii v cng him nht th gii- xut khu sang cc nc pht trin.Hay sn phm caf ha tan G7 c u t k lng t cch t tn,bao b sn phm,h thng qung b.. vi tham vng chinh phc th trng 7 nc pht trin. 2/Theo Cch Tip Cn V Phi Hp Cc Bin S Marketing (marketing-mix): a.Chin Lc Sn Phm: 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 ng ln 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.

b.Chin Lc nh Gi: Nht Bn l mt quc gia ni ting vi ngh thut tr o truyn thng, bn cnh th ngi Nht cng bit n caf t rt sm (nm 1800).Chnh v

vy Nht l mt th trng kh kht khe v gu thng thc.Tuy nhin i l nhng quyn Trung Nguyn ti Nht Bn li n nh gi mi tch c ph Trung Nguyn cao hn 50% so vi Starbucks v cao hn 25% so vi cc c ph ni a khc.V Trung Nguyn gt hi c thnh cng ngay ti th d ToKyo to nn bc nhy thn k cho Trung Nguyn trn ng hi nhp,lm n by pht trin h thng nhng quyn mt lot cc nc pht trin khc. c. Chin Lc Phn Phi: Ni n h thng phn phi ca Trung Nguyn th khng th khng nhc n nhng quyn kinh doanh,mt chin lc gp phn to ln vo mng li phn phi ca Trung Nguyn.Nm 2006 Trung Nguyn cho ra i 500 siu th miniG7 Mart- H thng phn phi G7mart c xy dng da trn nn tng nhn lc, ti lc, gi tr thng hiu ca Cng ty c ph Trung Nguyn v 70 trung tm phn phi trn c nc gp thm vo h thng phn phi hng hu ca Trung Nguyn.T y s pht trin thnh cc trung tm thng mi,i siu th. d. Chin Lc Truyn Thng C ng: C th ni thnh cng ca Cafe Trung Nguyn l nh mt phn to ln ca truyn thng, c ng. Hat ng qung co ca trung nguyn l khng nhiu,hiu qu tht s m Trung Nguyn t c l nh PR-quan h cng chng da trn nn tng gi tr ct li m cng ty hng n.Trung Nguyn thi hn dn tc vo logo v slogan ca mnh , cao tnh t tn dn tc trong tng sn phm.Chnh v vy m Trung Nguyn nhanh chng c c lng tin ca ngi tiu dng.V slogan Khi ngun sng to tr nn quen thuc khng ch vi nhng ngi

lm trong cc lnh vc lin quan n sng to. Ni bt l doanh nghip Vit Nam u tin thc hin nhng quyn thng hiu ,chin lc ny pht huy tc dng mnh m, lm hnh thnh h gi tr ca chui qun nhng quyn Trung Nguyn: NI HI T CA NHNG NGI YU V AM M C PH" Thng ip ny c th hin qua rt nhiu yu t ti h thng qun, tp trung vo cc vn Am hiu, am m c ph Ch s dng nhng loi caf cht lng c bit nht S dng nhng cng ngh hin i nht & b quyt Phng ng c bit i ng phc v phi am hiu v caf v c 1 tinh thn caf mi Khng gian c bit em li ngun cm hng cho sng to Khng gian qun s c thit k ph hp mang li cho ngi s dng caf s thoi mi khi thng thc. Khng gian chia s v kt ni nhng am m Qun caf Trung Nguyn s l ni gp g chia s nhng bun vui trong cuc sng ca tt c mi ngi n t khp th gii bt k h l ai . Tt c s bn nhau trong mt khng gian nng m s chia s s chn thnh hng n mt th gii an bnh hi ha hn.

D) KT LUN : Hn mt thp k qua , nhng thnh cng m cng ty caf Trung Nguyn gt hi c th hin ng nhng g m cng ty ny n lc thc hin, phn u khng nh c tn tui, ng cp mnh trong con mt ngi tiu dng . Hn th Trung Nguyn gip cho caf Vit Nam i ln trng thy c th cnh trnh xng phng vi cc ng ln trong ngnh ny nh Vinacafe hay Netcafe chnh

l nh cng sc ca Tng gim c cng ty caf Trung Nguyn ng L Nguyn V mt con ngi dm ngh dm lm i tin phong trong lnh vc caf ca Vit Nam gp phn cho nhng ht caf c chp cnh xa hn, chinh phc c khng nhng th trng trong nc m cn th trng th gii bng nhng hng v m mang bn sc dn tc Chng ta hay cng chc cho Trung Nguyn ngy cng thnh cng hn na trn con ng ca mnh .