B GIO DC O TO

TRNG I HC THNG LONG

----------o0o----------

TIU LUN QUN TR

MARKETING

Ch :

CHIN LC MARKETING CHO C PH HO

TAN G7 TRUNG NGUYN THNG HIU
C PH VIT

Gio vin
Nhm

NGUYN TUN ANH

THE LIGHT STAR

H NI - 2011

DANH SCH NHM THE LIGHT STAR

STT

H V TN

M SINH VIN

E - MAIL

NGUYN TUYT TRINH

A 09365

xo0_trinh_0ox@yahoo.com

TRN MINH CNG

A 12535

cuongtm.tran@gmail.com

NGUYN KIU TRANG

A 12727

kieutrang_memory@yahoo.com

V XUN QUNH

A 14090

xuanquynh216@gmail.com

A 14095

hoa_oai_huong_20072008@yahoo.com

(nhm trng)
5

L TH NGC OANH

LI NI U
Thng hiu c ph Vit bao gi xng vi tim nng ??? Lm thng
hiu khng phi l d ??? l hai trong s rt nhiu nhng cu hi, nhng
suy ngh bn khon ca mi ngi dn Vit khi nhc n ngnh nng sn c ph
nc nh. Xut pht t mu thun thc tin, Vit Nam l nc ng th hai v
xut khu c ph trn th gii, nhng gi tr xut khu ca chng ta li rt thp.
Hay chng ta thy vic ra i hng lot sn phm c ph trn th trng thc
cht mi ch l nhn hiu sn phm. T nhn hiu n pht trin mt thng
hiu l mt vn i hi cc doanh nghip phi c tim lc ti chnh, con
ngi, chin lc kinh doanh, tip th hiu quQu thc, bi ton c
thng hiu Vit khng nh trn th trng quc t vn cn v cng kh.
Bn cnh , theo kt qu ca nhiu cuc iu tra, th trng c ph Vit
Nam cn rt nhiu tim nng. Tiu biu nh theo Hip hi c ph th gii, sn
lng tiu th c ph ni a ca Vit Nam chim khong 5% (nm 2009), cn
rt thp so vi mc tiu th 25,16% ca cc quc gia sn xut c ph trn th
gii Mt khc, Vit Nam l cng quc c ph th 2 trn th gii nhng thc t
cha c nhiu sn phm ch bin t c ph c gii thiu trn th trng. Do
vy th trng ny cn rt thu ht cc doanh nghip trong nc li y mnh
u t xy dng thng hiu trn th trng sn phm c ph ni chung.
Ngoi ra, theo cuc kho st ca Cng ty Nghin cu th trng
Euromonitor, th trng c ph ha tan Vit Nam tng trng mnh trong nhng
nm tr li y, bnh qun 7,9%/nm trong giai on 2003-2008 v c d bo
s tng trng 10,5%/nm trong giai on 2008-2013. Chnh v th, cc nh sn
xut c ph ha tan trong nc khng tic kinh ph u t cng nh qung b
sn phm ca mnh chim lnh th trng. Th trng c ph ho tan Vit
Nam hin nay th phn ch yu ca thng hiu chnh: hng u l Vincafe Bin
Ho, Nescafe, G7 ca Trung Nguyn, Moment ca Vinamilk v mt s nhn
hng khc....
Vng, c mt thng hiu kh, gi v pht trin mt thng hiu cn
kh hn. D cho c tn chi ph, ngun lc th no th cng tc nghin cu,
qung b sn phm gi y cng c cc doanh nghip y mnh lm li th
cnh tranh bn vng hn nhiu. Tiu biu, chng ta khng th khng nhc ti
3

Tp on Trung Nguyn, c mt thng hiu Vit. Chin lc marketing hiu

qu vn l mt trong nhng yu t quyt nh thnh cng ca thng hiu ni
ting ny.
Bi l do thi gian v ngun lc c hn nn bi tiu lun ca nhm Light
Star chng em xin dnh phn ln tp trung hng ti cng tc marketing cho
sn phm c ph ho tan G7 Trung Nguyn.

PHN I. T VN
Ra i vo gia nm 1996 -Trung Nguyn l 1 nhn hiu c ph non tr
ca Vit Nam, nhng nhanh chng to dng c uy tn v tr thnh thng
hiu c ph quen thuc nht i vi ngi tiu dng c trong v ngoi nc. Ch
trong vng 10 nm, t mt hng c ph nh b nm gia th ph c ph Bun
M Thut, Trung Nguyn tri dy thnh mt tp on hng mnh vi 6 cng
ty thnh vin: Cng ty c phn Trung Nguyn, cng ty c phn c ph ha tan
Trung Nguyn, cng ty TNHH c ph Trung Nguyn, cng ty c phn thng
mi v dch v G7, cng ty truyn thng bn l Nam Vit v cng ty lin doanh
Vietnam Global Gateway (VGG) vi cc ngnh ngh chnh bao gm: sn xut,
ch bin, kinh doanh tr, c ph; nhng quyn thng hiu v dch v phn
phi, bn l hin i. Trong tng lai, tp on Trung Nguyn s pht trin vi
10 cngty thnh vin, kinh doanh nhiu ngnh ngh adng.
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.
Khi Cng ty c ph Trung Nguyn quyt nh dn bc vo lnh vc c ph
ha tan, khng t ngi by t s lo ngi khng sm th mun mt hng G7 ca
Trung Nguyn s nhanh chng b bp bi cc i gia sm n nh th
phn ti Vit Nam. Nhng thc t, vi chin lc marketing tng i bi bn,
Trung Nguyn mang li mt bc tranh th trng hon ton khc.
Trc khi G7 nhp cuc, th trng c ph ha tan trong nc chim
khong 130,75 t ng/nm, trong Nescafe dn u vi 55,95% th phn,
Vinacafe chim 38,45% th phn, s cn li chia nh cho nhiu loi c ph ha
tan nhp khu v ca cc doanh nghip khc.
Nm 2004, doanh s ca th trng ny vt ln hn 154 t ng. Cng
thi im ny, th trng c ph ha tan ngy cng si ng. Chic bnh c
ph ho tan c thm ngi tranh v cc phn chia trn cho thy cc din
5

thay i rt ln: Nescafe ch cn 39% th phn, Vinacafe chim 31% th phn v

G7 leo n 27%. Nh vy, t thng 11-2003 cho n thng 1-2004, G7 chim
35% th phn. T y, chng ta khng th ph nhn s n lc, tinh thn quyt
tm lm nn mt thng hiu Vit ca tp on ny.
Trc khi c G7 ca Trung Nguyn, by lu nay ngi Vit Nam ung c
ph ha tan theo khu v quc t, khc bit mt tri mt vc vi hng v ca
mt ly c ph phin (vn tr thnh thc ung m khng th thiu trong
cuc sng). Theo chng ti c bit, Nescafe bc vo th trng c ph ho
tan Vit Nam hon ton gi nguyn hng v, cng thc caf trn th gii.
Gi y, khi ming bnh c chia nm x by nhn mi nhn th Nescafe
hon ton khng hp gu caf m v ngi Vit chng ta. Vi s xut hin
ca G7 (tht s l 100% c ph Vit Nam, k c thng hiu), i gia Nestle
cng buc phi thay i cho ph hp. Thay v p t khu v quc t cho ngi
tiu dng Vit nh trc th by gi G7 buc i th Nescafe t b nim kiu
hnh ca mt i gia quc t v p dng chin lc a phng ha thng
ip v sn phm ph hp vi tnh hnh.
Mt khc, trong nc, theo Hip hi c ph ca cao Vit Nam (Vicofa), phn
ln c ph xut khu hin nay l c ph nhn, tc c ph ti sau khi hi c
ch bin n gin. Cc doanh nghip mua c ph nhn v bn li cho cc tp
on kinh doanh nng sn hoc thc phm ln trn th gii, ni m c ph nhn
s c ch bin, a thm gi tr gia tng vo sn phm thng qua ch bin bn
thnh phm hay thnh phm nh c ph ho tan, mang li li nhun cao hn.
Trong khi , lnh vc ch bin c ph bt, c ph ha tan c gi tr gia tng
cao, c nc hin nay ch c 4 doanh nghip ch bin c ph va phc v th
trng trong nc va xut khu gm Vinacafe Bin Ho, Trung Nguyn,
Nestl v cng ty Olam vi cng sut ch bin mi nm t khong 10.000 tn,
tng ng 30.000 tn c ph nhn, tc ch chim gn 3% tng sn lng c
ph nhn.
Nhiu chuyn gia nc ngoi nhn xt, th trng ni a vi gn 90 triu
dn, m phn ng l dn s tr l mt li th rt ln cho ngnh c ph Vit
Nam. Nhng cho n nay, th trng ni a vn cn l mnh t m t doanh
nghip c th t ln mt nn mng vng chc. Hay ni cch khc, cc
doanh nghip Vit lun y mnh xut khu i hi cao xong ri mi quanh li
kinh doanh ti th trng ni a quen thuc. Ti sao li vy?
6

C nhiu l do c a ra gii thch cho s km si ng ca tiu dng

c ph ni a, t vn ho ung tr cn ng li trong s ng ngi tiu dng
tui trung nin tr ln, cho n k nng kinh doanh, xy dng chin lc,
thng hiu ca nhiu doanh nghip trong nc cn yu km. Cc doanh
nghip t lu quen mua bn nng sn th, tham gia cc sn giao dch quc t,
ch trng i kim li nhun lc th trng bin ng m khng y mnh sn
phm ch bin.
Nh vy, nhu cu trong nc c v ha hn s pht trin mnh trong
tng lai. Nhng vng mc li nm khu xy dng thng hiu, xy dng
mng li kinh doanh, v i hi u t tn km, hiu qu th khng th thy
trong ngn hn, li cn phi cnh tranh khng cn sc vi nhiu tn tui nc
ngoi. Trong khi , ngoi x hi, ngi t tui trung nin tr ln vn quen
ung tr v ngi tiu dng tr thng chung cc thng hiu nc ngoi.
Cu hi ln t ra vi Trung Nguyn l:
Th trng c ph ho tan trong nc ang rt tim nng?
Trung Nguyn vn ni ting sn phm m hng v Vit nn sn
phm cng phi chiu lng khch hng Vit.
Mt khc, xut khu Trung Nguyn phi p ng hon ton theo tiu
chun, khu v v ci gu th trng xut khu? Gia hai th trng ny xy ra
mu thun? Trung Nguyn c th lm g xc tin khng nh thng hiu bn
vng dng sn phm c ph ho tan G7?
Chnh v mu thun ny, nhm Light Star chng em xin a ra k hoch
gii quyt mu thun, gip ch cho thng hiu C ph Vit Trung Nguyn. Phi
chng Trung Nguyn c nng cao gi tr sn phm ca mnh thnh sn phm cao
cp thay v sn phm trung cp nh hin nay khng? Trung Nguyn lm g trc
nhu cu trong v ngoi nc nh vy?
Gii hn ca Tiu lun?
Phm vi ca tiu lun vn xoay quanh vn lm th no sn phm c
ph ho tan ca Trung Nguyn gi vng thng hiu Vit, p ng th yu ca
ton cu trong lnh vc ny.

PHN II. TNG QUAN V TRUNG NGUYN

1.Lch s hnh thnh v pht trin
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
16/06/1996: Khi nghip Bun Ma Thut (Sn xut v kinh doanh tr,
c ph)
1998:Trung Nguyn xut hin TP.HCM bng khu hiu Mang li
ngun cm hng sng to mi v con s 100 qun c ph Trung Nguyn.
2000: nh du s pht trin bng s hin din ti H Ni v ln u
tin nhng quyn thng hiu n Nht Bn.
2001: Trung Nguyn c mt trn khp ton quc v tip tc nhng
quyn ti Singapore v tip theo l Campuchia, Thi Lan
2002: Sn phm Tr Tin ra i
2003: Ra i c ph ha tan G7 v xut khu G7 n cc quc gia pht
trin
2004: M thm qun c ph Trung Nguyn ti Nht Bn, mng li 600
qun c ph ti VN, 121 nh phn phi, 7000 im bn hng v 59,000 ca hng
bn l sn phm.
2005: Khnh thnh nh my rang xay ti Bun Ma Thut v nh my c
ph ha tan ln nht Vit Nam ti Bnh Dng vi cng sut rang xay l
10,000tn/nm v c ph ha tan l 3,000tn/nm. t chng nhn EUREPGAP
(Thc hnh nng nghip tt v Cht lng c ph ngon) ca th gii. Chnh
thc khai trng khu du lch vn ha Tr Tin Phong Qun ti Lm ng.
L thng hiu c ph Vit Nam duy nht c chn phc v cc nguyn
th quc gia trong Hi ngh Asem5 v Hi ngh APEC 2006
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.
- Xut khu sn phm n hn 43 quc gia trn th gii.
- Cng b trit l c ph v khi ng d n Th ph c ph ton
cu ti Bun M Thut
Nm 2007: Thng 12/2007 kt hp cng UBND tnh c Lc t chc
thnh cng Tun l vn ho c ph ti 2 u cu ca t nc l H Ni v TP
H Ch Minh
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.
Gi tr ct li:
1- Kht khao ln
2- Thc y sng to;
3- Tinh thn dn tc
4- Kh nng thc thi
5- Chin lc pht trin bn vng
Gi tr nim tin
1- C ph lm cho th gii tt p hn
2- C ph l nng lng cho nn kinh t tri thc
3- C ph em li s sng to, hi ho v pht trin bn vng cho nhn loi
9

nh hng pht trin

Trung Nguyn s tr thnh mt tp on gm 10 cng ty thnh vin hot
ng trong cc lnh vc trng, ch bin, xut khu c ph, kinh doanh bt ng
sn, chn nui v truyn thng trong nm 2007. Hin nay tp on bao gm
cc cng ty: Cng ty C Phn TM&DV G7 (G7Mart), Cng ty Vietnam Global
Gateway (VGG), 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 trong nm 2007.
2.Cc sn phm ca c ph ho tan Trung Nguyn
G7 khng ch l mt sn phm, mt thng hiu c ph ho tan m cn l
mt minh chng cho mt kht vng ln, mt li t duy t ph, 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, mu tr ca ngi Vit mi.
Sn phm c ph ho tan G7 chnh l s hi t ca nhng g tt nht, c
bit nht ca th gii. C ph c mua t nhng nguyn liu tt nht, cng
ngh sn xut hin i bc nht th gii kt hp vi nhng b quyt pha ch
huyn b ca Phng ng. Cng ngh hin i v duy nht ch c trong qu
trnh sn xut ra G7 l kh nng chit sut c o, ch ly nhng phn tinh
tu nht c trong tng ht c ph cho ra i sn phm c ph ho tan vi
hng v khc bit, m v y quyn r. Chnh nhng c bit trn v
ang to nn s khc bit ring cho c ph ho tan G7 m khng mt sn phm
c ph ho tan no c c trn th trng.
2.1 C ph ho tan G7 2 trong 1
10

 Mnh cha , phi ng gu

G7 2 in 1 mang hng v m , mnh m ca c ph rang xay, v ng
gu ngi Vit. C ph G7 2in1(c ph v ng) em n cho ngi thng
thc mt ly c ph en thm ngon mnh m tc th.
Sn phm:
- Dy 10 Sachets*16
- Hp 15 Sachets*16
2.2 C ph ho tan G7 3in1
Khi khng thi gian cho c ph rang xay Trung Nguyn, s la chn tt
nht chnh l c ph ho tan G7. c ch bin t ngun nguyn liu tt nht,
c ph ho tan G7 3in 1 c c gp hai ln. G7 3in1- C ph ho tan s 1- Th
thit t Bun M Thut
Cht lc tinh tu t nhng ht c ph ngon nht Bun M Thut kt hp b
quyt ch bin khc bit gip c c gp hai ln, c ph G7 3in1 c khu v v
hng thm m m khng mt loi c ph ho tan no c c.
Sn phm:
Hp 18 Sticks * 16g
Hp 20 gi *16g
Ti 24 gi *16g
Ti 50 gi * 16g
Dy 10 gi *16g
2.3 C ph ho tan en
C ph ho tan en (khng ng) chnh l sn phm c la chn c
c mt ly c ph en mnh m, m v thm ngon mt cch nhanh chng,
tin li.
Sn phm:
Hp 15 sachets * 12
2.4 C ph hotan G7 Cappuccino

11

G7 Cappuccino c cht lc tinh tu t nhng ht c ph ngon nht kt

hp bt kem v cc nguyn liu cao cp khc, cng vi b quyt c o ca
Trung Nguyn, mang n nhng ngi am m c ph mt loi c ph ho tan
Cappuccino c pha ch theo phong cch .
Nhng ngi am m c ph Cappuccino nay c thm mt la chn:Vi
G7 Cappuccino, khng cn phi n qun vn c ngay 1 tch c ph hotan
Cappuccino mi lc mi ni, rt tin li.
C ba hng v bn la chn: Hazelnut, Irish Cream v Mocha. Bun
M Thut.
G7 Cappuccino Hazelnut
Hng v quyn r ca ht d ha quyn cng nhng ht c ph thm ngon
nht t vng t Bun Ma Thut, G7 mang n bn tch c ph ha tan
Cappuccino hng Hazelnut nh nhng, y cm xc.
G7 Cappuccino Irish Cream
Mi ru Liqueur thong nh, v kem thm ngt ngo, ha cng tinh cht
c ph ti t vng t Bazan huyn thoi, G7 mang n bn tch c ph ha
tan Cappuccino hng Irish Cream m say v khm ph.
G7 Cappuccino Mocha
S kt hp hng v socola m v tinh cht ca nhng ht c ph thm
ngon nht, cng vi b quyt khc bit ca c ph ti, G7 mang n bn tch c
ph ha tan Cappuccino hng Mocha nng nn, y c tnh.

12

PHN III. PHN TCH MI TRNG MARKETING

1. Phn tch mi trng v m, vi m
1.1. Mi trng v m.
Trung Nguyn l mt tp on kinh doanh ca Vit Nam vi lnh vc kinh
doanh ch o l sn xut v phn phi c ph ch bin. Hin tp on ny
c 6 thnh vin, l: Cng ty c phn Trung Nguyn, Cng Ty c phn c ph
ha tan Trung Nguyn, Cng ty Trch nhim hu hn c ph Trung Nguyn,
Cng ty c phn thng mi v dch v G7, Cng ty truyn thng bn l Nam
Vit, v Cng ty lin doanh Vietnam Global Gateway.
Cng nh tt c cc doanh ngip khc cng ty c phn c ph Trung
nguyn qua cc giai on lch s ca mnh cng chu kh nhiu s tc ng ca
cc nhn t ch quan v khch quan ca mi trng kinh t v m
Mi trng nhn khu: Theo s liu thng k, Vit Nam hin c trn 89
triu dn,l mt th trng rng ln v nhiu ha hn cho ngnh c ph ha tan.
D kin nhu cu trong nc s tng vi tc 10,5%/nm trong giai on 20082013 do thu nhp bnh qun u ngi tng v th hiu ca gii tr u chung
c tnh thun li, ph hp vi nhp sng th ha.
Mi trng kinh t: 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 cho hot ng kinh doanh ca Trung Nguyn, t bit l trong hot
ng thu mua nguyn liu.
Mi trng t nhin:
V tr a l: Cng ty c phn c ph Trung Nguyn ra i 16/6/1996 ti
Bun M Thut.
Cao nguyn Bun M Thut l mt trong nhng cao nguyn rng ln ca
vng Ty nguyn Vit Nam.
Chim phn ln din tch cao nguyn l lai t Bazan mu m rt thch
hp vi vic pht trin cy Cng nghip di ngy nh c ph, cao su, tiu. Mt
s loi c ph tiu biu ca Bun M Thut nh c ph chn, c ph vi.

13

Bun M Thut l ni cung cp ngun nguyn liu chnh cho qu trnh sn

xut ca cng ty v em li ngun nguyn liu ti ch khng mt nhiu chi ph
trong qu trnh vn chuyn.
y cng chnh l ni c xem l ni c nng sut c ph thu hoch cao
nht th gii v gp phn chnh trong vic a sn lng c ph Vit Nam ln v
tr s 2 (ring c ph robusta chim v tr s 1) ca nhng quc gia xut khu c
ph
Giao thng vn ti: thun li cng l mt trong nhng yu t thun li
to nn s pht trin bn vng ca cng ty:
=> to thun li cho vic lun chuyn hng ha v gii thiu sn phm ca
cng ty trn th trng. Trong giai on u mi thnh lp cng ty s thun li
v giao thng hnh l yu t rt quan trng.
Kh hu :Do c im v tr a l, a hnh nn kh hu k Lk va
chu s chi phi ca kh hu nhit i gi ma, va mang tnh cht ca kh hu
cao nguyn mt du. Song chu nh hng mnh nht ch yu vn l kh hu
Ty Trng Sn rt thch hp cho trng cy cng nghip,chn nui c bit l
trng cy c ph.
Mi trng cng ngh: Vi quan im, cn phi nhanh chng hon thin v
nng cao v cng ngh k thut hin i lm nn tng c s cho ra i nhiu
chng loi sn phm c ph t cht lng v tiu chun quc t, Trung Nguyn
ht sc ch trng khu nghin cu, chn lc cng ngh ch bin c ph hin i
t cc quc gia hng u v cng ngh nh c, an Mch, v kt hp vi
cc nh t vn hng u quc t chn ra nhng cng ngh ti u nht. Cng
vi dy chuyn rang-xay-ng gi khp kn theo cng ngh ca CHLB c,
Trung Nguyn tin phong u t dy chuyn sn xut c ph ha tan vi
cng ngh sy lnh hin i y l cng ngh tin tin nht th gii u tin
c u t ti Vit Nam.
Mi trng chnh tr: Vit Nam kh n nh v chnh tr v x hi, l
mt li th quan trng so vi nhiu nc trong vng. Ngoi ra Vit Nam ang
c h thng lut php tng i tt. Sau khi gia nhp WTO, Vit Nam cng
thc hin hng lot ci cch v lut php, a h thng lut ca Vit Nam tin
gn ti tiu chun ca lut php quc t v u t v kinh doanh.
14

1.2.Mi trng vi m.
Nh cung cp:
Trung Nguyn c li th ln l nh my sn xut t ngay ti th ph ca
c ph l Bun Ma Thut, bn cnh Trung Nguyn cho xy dng ring trang
tri c ph cung cp nguyn liu nn lun ch ng ngun nguyn liu cung
cp cho cng ty, cng nh m bo mc gi thu mua v vn chuyn l thp
nht.
Sn phm thay th: Sn phm thay th trc tip ca c ph ha tan G7
l c ph lon ha tan.
Trong nhng nm gn y, ngoi nhng sn phm c ph rang xay v c
ph ha tan thng thng, ngi tiu dng Vit Nam bt u lm quen vi sn
phm c ph ng lon c th ung ngay m khng cn pha ch. Sn phm ny
thu ht c nhiu ngi v tnh tin dng v cuc sng hin i lun bn rn.
+) Caf lon ha tan Birdy:
Birdy l sn phm c ph ng lon mang phong cch hin i c lm t
nhng ht c ph thng hng. Ti Thi Lan, c ph lon Birdy do cng ty
Ajinomoto phn phi l thng hiu c ph ng lon s 1 gn 20 nm. Hin
ti sn phm cng ang c bn ti Indonesia v Campuchia. V sn phm
c mt trn th trng Vit Nam vo nm 2008 do Ajinomoto Vit Nam phn
phi.
+) Cafe ha tan VIP :
Ngy 15/11/2009, Cng ty Tn Hip Pht tip tc tung ra th trng sn
phm c ph VIP c ph sa thm ng trong lon nha tin dng.
Hng n 1 phong cch ring khi thng thc c ph- phong cch VIP,
vn l hng v quen thuc ca c ph phin truyn thng nhng khng mt
nhiu thi gian, tp on Tn Hip Pht a n cho ngi tiu dng s hi lng
v t ho v hng v Vit trong sn phm c ph VIP.
+) Cafe lon ha tan Nestle :
Nhn thc c nhu cu ca ngi tiu dng Vit Nam i vi c ph ung
lin c hng v m ca c ph Ty Nguyn, t hn 2 nm trc cng ty
Nestle Vit Nam bt u nghin cu v u t sn xut c ph ng lon.
15

Vi nhng cng ngh pha ch ni ting ca Chu u, s dng ngun

nguyn liu cht lng cao qua s chn lc k lng ca h thng kim sot
cht lng ca Nestle ti nh my ng Nai. n nay , nhng sn phm
NESCAFE ng lon u tin Made in VietNam ra i.
i th cnh tranh:
+) Nescafe ca Nestle:
L nhn hiu c ph ha tan hng u th gii vi b dy lch s 70 nm.
Ti th trng Vit Nam thng hiu ny tr ln quen thuc vi hu ht mi
ngi v l mt trong nhng thng hiu c th phn cao nht ti Vit Nam.
Hin nay Nescafe c mt nh my sn xut c ph ha tan vi vi cng sut
1000 tn/ nm cho php cng ty c kh nng p ng mt cch tt nht nhu cu
ca ngi tiu dng.
+) Vinacafe ca cng ty CP caf Bin Ha:
Bt u i vo sn xut t nm 1997, sn phm ca Vinacafe ch yu
xut khu theo ngh nh th sang cc nc ng u v Lin X c. Th trng
trong nc cn qu xa l vi sn phm loi ny. Tuy nhin, bc sang c ch th
trng , ng trc mi trng cnh trnh mi, ban lnh o Vinacafe xc
nh hng i ring cho mnh l pht trin th trng c ph ha tan. Cha y
10 nm, Vinacafe pht trin quy m hng chc ln. vi nh my sn xut c
ph ha tan vi cng sut 3000 tn/ nm Vinacafe tr thnh doanh nghip ln
nht v nng lc sn xut v dn u cng ngh sn xut c ph ha tan Nh
vy cng vi Netcafe th Vinacafe c th xem l i th cnh tranh ng gm
nht m Trung Nguyn phi i mt hin nay.
+) Caf Vinamilk ca cng ty CP sa Vit Nam Vinamilk:
Sau mt thi gian nghin cu, tm hiu khu v v thi quen ung c ph
ca ngi tiu dng Vit Nam, Cng ty CP sa Vit Nam- Vinamilk cho ra
i sn phm Vinamilk c ph ha tan mi, p ng gu thng thc c ph ca
ngi Vit l c ph ha tan c hng v m nh c ph phin truyn
thng.
Mc d trc y ngi ta ch bit n Vinamilk l mt cng ty chuyn sn
xut sa, nhng vi tham vng a dng ha sn phm, Vinamilk nghin cu
v cho ra i sn phm c ph ha tan ln u tin xut hin trn th trng vo
16

thng 7/2006. Mc d ra i sau Netcafe, Vinacafe v Trung Nguyn nhng vi

nhng n lc khng ngng ca mnh th trong thi gian khng xa Vinamilk c
th tm c ch ng ca mnh trn th trng ny.
+) Maccoffee ca Maccoffee ( Singapore )
theo kp bc tin ca thi i, Food Empire Holding cho ra i
Maccoffee- mt sanr phm y tnh sng to gp phn thay i thi quen
ung c ph ca ngi tiu dng. L nhn hiu c ph 3in1 u tin xut hin tai
Vit Nam, vi cng thc pha ch c o kt hp gia cc ht c ph thng
hng, kem v ng, Maccoffee em n s thun tin cho ngi yu thch c
ph.
Trong nhng nm qua, ngi tiu dng la chn Maccoffee v hng v
m , cht lng tuyt ho ca Maccoffee v bu chn cho Maccoffee l c
ph ha tan s 1 Vit Nam.
Khch hng:
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. khch
hng m Trung Nguyn hng n khng phn bit tui tc, gii tnh, cng
vic, thu nhp hay v tr a l m l tt c nhng ai c nhu cu v am m c
ph trn ton th gii.
2. Phn tch ma trn SWOT.
2.1. im mnh (Strengths)
Trung Nguyn lun ch trng tnh dn tc trong mi sn phm ca
mnh v G7 cng khng ngoi l, dm ng u vi mi thch thc th
hin bn lnh ca dn tc, chin u trn sn nh th li th chnh l s
thng thuc, thu hiu vn ho 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 ho l mt th lc rt ln trong tip th. Trung
Nguyn pht huy c sc mnh khi tp hp c s ng h ca
chnh ngi tiu dng VN. Vic s dng nhng ht caf ca t rng Ty
nguyn truyn thng lm sn phm caf ha tan mang phong cch vit
17

nh vo tm l khch hng ngi vit nam dng hng vit. Vi thng

hiu Trung nguyn c ngi dn vit nam bit n v u chung, G7
nhanh chng to c ch ng trn th trng vit nam - l im mnh.
Sn phm cht lng tt, hng v ring bit : l sn phm ca tp
on trung nguyn ni ting trong v ngoi nc. c ch bin t ngun
nguyn liu tt nht vi cng ngh hin i v b quyt chit xut c bit,
C ph ha tan G7 c hng v khc bit, m c v quyn r, ng gu
thng thc c ph Vit Nam. c khu v v hng thm m m khng
mt loi c ph ha tan no c c. iu c kim chng qua s tin
tng ca khc hng dnh cho G7, doanh s bn hng ca sn phm ny
tng ln nhanh chng t sau nhng t qung co rm r. Hn na, vic
Trung Nguyn khai thc caf G7 vi nhiu hng v thch ng vi nhng
c tnh khch hng khc nhau, vd nh: caf G7 3in1, G7 2in1, G7 ha tan
en, G7 cappuccino, lm phong ph thm cho sn phm ny.
Khu phn phi rt mnh t mng li phn phi c sn ca Trung
Nguyn v cng tc qung b, tip th : Trung Nguyn tung n to
bo l mi ngi tiu dng th mi sn phm trong chng trnh Ngy
hi tuyt nh G7 c t chc quy m ti Dinh Thng Nht. Hn 35000
ngi tham gia ngy hi ny. Ti y, Trung Nguyn mi ngi tiu
dng ung th 2 ly c ph ho tan, mt ca G7, mt ca Nescafe (ngi tiu
dng khng c cho bit nhn hiu trc khi ung) v so snh xem h
thch sn phm no hn. Trc khi tin hnh cuc th nghim c ph ny,
Trung Nguyn gi th thng bo cho Nescafe v sn sng cho mt v
kin nu c. Kt qu ca cuc th mi cho bit c 89% ngi tiu
dng chn G7 v 11% chn Nescafe: Trung Nguyn thng li hon ton
trong chin dch ny.
2.2. im yu (weaknesses)
Vic Trung Nguyn cho ra i sn phm c ph ha tan G7 l mt iu
ng quan tm. Ngay khi a ra sn phm ny th Trung Nguyn thc hin
hng lot cc hot ng marketing gii thiu sn phm mi. V sn phm G7
ginh c thnh cng nht nh trong thi gian u.

18

Trc ngy 23/11/2003 thi im Trung Nguyn tung ra G7 - th trng c

ph ho tan ng gi c cc din nh sau: Nescafe chim 55,95% th phn; Vina
caf chim 38,45%; 5,6% cn li cho cc thng hiu c ph khc.
Sau 3 thng u chim lnh th trng, sau mt thng so k quyt lit, n
Tt 2004, G7 c xem nh ton thng. chic bnh th trng c ph ho tan
ng gi Vit Nam c chia li: Nescafe cn 44,05%, Vinacafe cn 28,95%,
G7 chim 21,8% v 5,2% cho cc thng hiu khc.
Gp chung ton quc, tnh n cui nm 2009, Vinacafe ang dn u vi
th phn khong 40%, tip theo l Nescafe gn 38%, cn li l G7 vi cc
thng hiu khc.
* Tuy Nhin chin lc marketing ca G7 l tuyn chin vi i th
Nescafe (Nestle). D dng nhn thy rng cuc chin G7 - Nescafe l khng cn
sc.
Sai lm th nht ca Trung Nguyn v G7: Nescafe l nhn hiu ca tp
on ni ting Nestle v ang thng lnh th trng c ph ha tan Vit Nam
(ngoi ra cn c Vinacafe). G7 l sn phm mi c bit n trn th trng.
Nhng chin lc marketing ca G7 l i u vi Nescafe l i ngc vi
nguyn tc trong chin lc marketing c li th cnh tranh.
Sai lm th hai ca Trung Nguyn v G7 l khng xc nh r khch hng
mc tiu: Vi t cch l ngi i sau trong lnh vc c ph ha tan Trung
Nguyn nn tm ra khong trng th trng, phn khc th trng, phn khc
khch hng mc tiu. Bi v phong cch v thi quen ca mi ngi khi ung c
ph l khng ging nhau. C ngi ung c ph n gin l h c thi quen
ung c ph tnh to trong cng vic hoc hc tp, h khng quan tm nhiu
n nhn hiu hay chng loi c ph, min sao c c ph ung. Tuy nhin, c
ngi ung c ph l th gin, gii tr sau khi lm vic mt nhc hoc n
thun l h thch thng thc hng v c ph ca mt nhn hiu no . Cng
c khi ngi ta ung c ph l v thng hiu ni ting ca cng ty, h s cm
thy snh iu hn, c phong cch chuyn nghip hn qua vic ung c ph ca
mt nhn hiu ni ting. Trong khi chin lc ca Trung Nguyn li nhm
vo i a s ngi tiu dng Vit Nam.
Ngoi ra trit l ct li lu nay ca G7 l chin u v thng
hiu Vit, ku gi s ng h, ng thun ca ngi tiu dng ng bo cho
19

mt sn phm ni a. Tuy nhin, sc thuyt phc t thng ip ny ang

gim dn, ngi tiu dng ang trng ch mt sn phm G7 vi s mi m.
G7 ch l mt sn phm caf ca Trung nguyn nn s vng chc cn
cha c khng nh, s c nhng sn phm thay th chng? Nh trc
y caf trung nguyn tng mt thng hiu vo tay ngi nc ngoi,
by gi G7 ln thay th. S pht trin ca mt sn phm l c mt qu
trnh di, cn c nhng s qun l v hng i ng n gi hnh nh v
thi quen ca ngi dng, nh mt sn phm khng th thiu. .
2.3. C hi (Opportunity )
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, bo v
quyn li cho c ph Vit Nam trn th trng.
Vit Nam gia nhp WTO, ngnh c ph Vit Nam c bc chuyn mnh
c bit. C ph Trung Nguyn khng ch c bit n trong nc m cn c
trn th trng nc ngoi, to thm nhiu nh hng pht trin.
i vi sn phm c ph ho tan y c xem l mt sn phm tin dng,
ng c khng cao nn nng lc thng lng ca khch hng l thp.
Nhn chung trong nhng nm ti Trung Nguyn vn nm trong danh sch
cc cng ty hnh u v c ph Vit Nam. C nhiu c hi v li th thu
ht vn v hp tc vi nc ngoi hn.
2.4. Thch thc ( Threat )
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 cho hot ng
kinh doanh ca Trung Nguyn, t bit l trong hot ng thu mua nguyn liu.
Nguy c mt th phn vo tay cc i th cnh tranh ng gm ca Trung
Nguyn nh Nescafe ca Nestle, Vinacafe ca cng ty CP c ph Bin Ha,
Vinamilk cafe ca cng ty CP sa Vit Nam Vinamilk, Maccoffe ca Food
Empire Holdings

20

Sn phm thay th a dng nh: c ph phin v gn y l c ph lon ha

tan: Caf lon Birdy do cng ty Ajinomoto Vit Nam phn phi, Caf lon ha tan
VIP ca cng ty Tn Hip Pht, Caf lon ha tan ca Nestle.
3. Phn tch STP
3.1. S ( Secmantation) : Phn on th trng
C chuyn ng ngn nh th ny: C mt anh chng n bn to. Mt ph
n i qua hi mua: To c ngon khng vy? Anh chng xi li: To ngon,
ngt lm ch . Ngi ph n lc u b i: Rt tic ti li thch n to chua
kia. Mt lc sau mt c gi khc i n. Rt kinh nghim ln trc, ln ny
anh ni to chua nhng c gi b i v c ta ch thch to ngt. C nh vy khi
anh ni to ngt th ngi ta li thch to chua, ngc li nhng ngi thch to
ngt b i khi anh qung co l to chua. C bui ch anh ta chng bn c
tri to no.
Cu chuyn ny c v hi cng iu, nhng ta cng thy mt iu rng:
Anh chng bn to kia v c mi m chy theo th hiu tng ngi m b tht
bi.
Trong marketing, ngi ta phn chia phn khc th trng l tho mn
tt nhu cu ca mi phn khc, bi v mi phn khc th trng c c im, s
thch, thi quen..khc nhau m sn phm khng d g p ng c. Nhiu khi
phn khc cc nh (thng gi l ngch th trng niche market) nhng bit
cch khai thc th thnh cng hn l chy theo nhiu phn khc. Li ni v anh
bn to trn, nu anh ta ng qu tham lam, ch i theo mt phn khc l nhng
ngi thch to ngt hoc nhng ngi thch to chua th t ra anh ta cng bn
c to ch khng n ni m nh trn
3.1.1. Th trng ni a
a. Theo khu vc a l
- Khu vc thnh th:
+ Tp trung ng dn c, thng l cc khu vc kinh t, c nhiu cng ty,
nh my, p lc nhiu, yu cu cng vic cao nn s dng c ph trong qu trnh
lm vic l xu hng ca ngi thnh ph.
+ Ngi dn khu vc thnh th hay c thi quen vo qun c ph ngi bn
cng vic hoc ni nhng cu chuyn i thng.
21

- Khu vc nng thn:

Thng l nhng khu vc c kinh t cha pht trin, thu nhp khng cao
nn mc sn sng chi tr cho c ph l tng i thp
b. Theo gii tnh
- Kt qu nghin cu ca cng ty nghin cu th trng hng u
Nielsen cho thy, t l n gii ung c ph so vi nam gii l 50/50,trong c
ph ha tan c n gii yu chung hn, chim 74% so vi 54% nam gii.
c. Theo tm l
- C rt nhiu ngi c thi quen bui sng dy sm tp th dc ri i n
sang ung c ph ti cc qun va h chun b cho mt ngy mi lm vic
hiu qu.
- C nhiu ngi li thch mua c ph ha tan v nh ung khi phi lm
vic ban m hoc tip khch hay ch n gin l h thch c sn c ph ha
tan trong nh ung bt c lc no h thch.
- Nhiu ngi c thi quen vo qun c ph ngi bn cng vic hoc t tp
bn b ngi ni chuyn.
3.1.2. Th trng quc t
a. Theo vn ha
- C ph l mt nt c trng trong li sng ung: Mt s nc Chu
u(B, c,,H Lan,Php),M
- C ph l mt loi thc ung: Cc nc Chu ( Thi Lan,Philippine,
Singapo)
b. Theo hnh vi (nhu cu v khi lng tiu th)
- Cc nc tiu th ln: c, M, Php,,Anh
- Cc nc tiu th mc trung bnh: Hn Quc, o, Thy S, Thy in,
Hy Lp, Singapo
3.2. T ( Target): Chn th trng mc tiu
3.2.1. Th trng trong nc:
Chin lc ca Trung Nguyn nhm vo i a s ngi tiu dng Vit
Nam.
22

Xc nh khch hng mc tiu phn khc th trng xut pht t vic

mt doanh nghip khng c ngun lc phc v cho tt c khch hng. V
th, doanh nghip s tp trung vo phn khc th trng ph hp nht vi cc
gi tr ct li ca mnh, ng thi p ng tt nht gi tr cho bn cho khch
hng. C ph ha tan G7 ca Trung Nguyn nhm vo nhng khch thch ung
c ph ti cc thnh ph cng nghip c nhp sng hi h, si ng. iu c
ngha khng phi mi ngi ung c ph u ri vo phn khc th trng ca
G7.
- Gii vn phng: Gii vn phng by gi ai khng bit n G7 hay
Capuchino ha tan ca Trung Nguyn. C th trng trc y l ca Vinacafe
mt ng knh ca Nh nc, ni bt vi s kin trnh din gn y l Tch c
ph to khng khip, phi cu bng trc thng, c ghi vo sch k lc
Ghinet ,cng nh Nestle mt ng knh ca nc ngoi nay v ht tay Trung
Nguyn mt doanh nghip t nhn. Trong lc b ri cc ca hng nhng
quyn nhiu hng h sa s v khng c ngun lc no kim sot c (cng
v cc ch ca hng sng to nhiu bin chiu np bng Trung Nguyn), Trung
Nguyn m thm chinh phc th trng c ph ha tan trong nc, t cc
Thnh ph ln n cc tnh, vn mnh sang cc th trng nc ngoi
(Singapore, cc cng ng ngi Vit nc ngoi)

Trung Nguyn Cofee Liang Court, Singapore -Mt trong nhng qun c
ph ca Trung Nguyn ti th trng quc t.
23

3.2.2. Xut khu

G7 c xut khu n gn 50 quc gia.
Th trng mc tiu cho sn phm C ph ha tan G7:
* Th trng xut khu: Khch hng m sn phm Trung Nguyn hng
n khng phn bit tui tc, gii tnh, cng vic, thu nhp m l tt c nhng ai
c nhu cu v am m c ph trn ton th gii. V vy Trung Nguyn cn c
nhng th trng xut khu mc tiu m cng ty nn tp trung ngun lc v cn
nng cao nng lc cnh tranh trn nhng th trng ny.
Ngay vi tn nhn hiu, G7 l mt tn ngn gn d c, d nh khng
nhng vi khch hng trong nc m c vi khch hng nc ngoi. G7 l ch
vit tt cho Group of Industrial Contries gm 7 quc gia pht trin trn th
gii: M, Anh, Php, Nht, Canada, c, . Chnh v vy, G7 cn l nhng th
trng mc tiu nh hng cho sn phm c ph ha tan ca Trung Nguyn
vn ti. Vi nhng th ny, ngi tiu dng c thi quen ung c ph hng
ngy, rt thch c ph v khng ngi chi tr. Trung Nguyn s em sang cc
sn phm c ph cao cp v trung cp.
Thi trng Chu nh: Nht Bn, Thi Lan, Philippin, Trung Quc l
nhng th trng ng dn v lun coi c ph nh mt loi ung thng dng.
ngoi ra y l nhng quc gia c s lng dn s tr ln, nhng ngi yu
thch s nng ng v tin dng ca sn phm c ph ha tan.
Th trng Chu u: Mt s nc Chu u nh: B, c, , H Lan,
Php, Thy S, Thy in Ni C ph l mt ung c trng trong li
sng v phong cnh thng thc. Khng ging vi nhng doanh nghip xut
khu khc vi ch mt sn phm dnh cho mi i tng s dng, Trung
Nguyn ch xut khu nhng sn phm c ch bin ring theo gu thng thc
ring dnh cho nhng i tng khc nhau ca nhiu quc gia trn th gii.
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 gn 50 quc gia (M,Anh,Nht,c...).

24

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
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.
Chng em xin a ra mt v d c th v th trng xut khu ca G7.
l th trng Anh.
a. Thng tin v sn phm c ph thm nhp th trng Anh
Sn phm c ph Trung Nguyn v ha tan G7 c xut khu n 3
quc gia trn th gii vi cc th trng trng im nh M, Trung Quc Vi
nhng thnh tch t c trong nhng nm va qua, Trung Nguyn tip tc
chng ng chinh phc th trng th gii vi vic la chn Vng quc Anh
l im n tip theo. Trung Nguyn vi th mnh ca mnh l cc sn phm c
ph rang sy Trung Nguyn v c ph ha tan G7 to dng c thng hiu
trn ton th giwois, cc sn phm ny vn s l cc sn phm ch lc c
chn khi Trung Nguyn gia nhp th trng Anh. Nhng vi ngi tiu dng
Anh, l nhng ngi rt thch c ph v khng ngi chi tr, Trung Nguyn s
em sang cc sn phm c ph cao cp v trung cp.
b. L do chn th trng Anh
Hng nm ngi tiu dng Anh chi kh nhiu mua thc phm iu ny
khin Anh khc bit vi 2 nn kinh t ln khc ca Ty u l Php v c.
Trong sut 10-15 nm qua, ngi tiu dng Anh kh k lng trong vic la
chn nhng th phm c thnh phn cht lng cao v c li cho sc khe.
Anh l 1 trong 10 th trng nhp khu c ph Vit nam ln nht.
Thi quen s dng cc sn phm cht lng tt c gi cao ti Anh gii
thch ti sao sc tiu th thc phm v ung Anh cao hn nhiu so vi cc
quc gia Ty u v ngay ti thi im kh khn nh hin nay nhiu ngi
tiu dng c v vn min cng khi phi t b thi quen xa x ny.
Anh cng c nh gi l quc gia c mi trng kinh doanh t ri ro nht
trong khu vc Ty u vt trn c Php v c mc d c 3 nc ny c
dnh gi l c mc ri ro thp khi em so snh vi cc nc khc trn th gii.
iu ny l nh c cu kinh t Anh kh n nh, chnh sch u t v thng
mi kh thng thong. Tuy nhin, yu t chnh Anh c xp vo danh sch
25

cc nc c mi trng kinh doanh t ri ro l th trng Anh c t ro cn khi

thm nhp, c s h tng tt v mi trng iu tit thun li.
c. Thng tin v th trng Anh
Vn ha s dng c ph ca ngi Anh:
i vi ngi Anh th vic ung c ph hng ngy nhm mc ch lm cho
cng vic hiu qu hn. Theo thng k ca cc nghin cu nh lng th bnh
qun ngi dn Chu u tiu th 5 >>6 kg c ph /nm/ngi, so vi nhu cu
ca ngi Vit Nam th cao hn nhiu, ch c 500g/ngi/nm.
Thi i kinh t ton cu pht trin cao, nn cuc sng ca con ngi cng
tr nn bn rn hn nhiu, p lc nhiu, yu cu cng vic cao nn s dng c
ph trong qu trnh lm vic l xu hng ca ngi Chu u ni chung v
ngi Anh ni ring.
Ngi Anh c 3 ba n chnh trong ngy, ba n sng, ba n tra ( l ba
n nh ) v ba n ti. Sau mi ba n th h c thc ung ring, nht l ba n
nh th c ph l khng th thiu. l trong ba n, cn trong qu trnh lm
vic th vic ngh ngi 5-10 pht ung v ph l hnh vi thng nht ca
ngi Anh.
Khi ngi dn Anh i lm, h thng gh qua cc siu th hoc cc nh
hng bn l mua c ph v n sng trong khi ang li xe. Cc doanh
nghip ln th thng c cng tin phc v n ung. Cng c cc cng ty trn vn
phng lm vic ca h th cc loi my c ph pha sn lun c, khi nhn vin c
nhu cu th ch cn ly ly ra v s dng h thng t ng ly c ph ra dng.
t nc Anh nm trn vnh ai kh hu lnh nn cch ng c ph ca h
cng khc so vi ngi phng ng chng ta, h t khi dng , ho pha c ph
vi nc nng. H pha mt ly y ri ung.
Ngi Anh khng ch dng c ph vi mc ch cng vic m cn nhm
mc ch gii tr, bng cch h gp nhau trong cc qun c ph bn cng chuyn
hay ni nhng cu chuyn i thng. Cng nh Vit Nam, c rt nhiu qun
c phn trn khp cc thnh ph hoc th trn ti vng quc Anh.
d. Phn tch
C hi Nguy c
26

- C hi:
+ Anh l 1 trong 10 th trng nhp khu c ph Vit nam ln nht
+ Ngi dn Anh thch s dng nhng sn phm c ph nguyn cht, c
cht lng cao
+ Thi quen s dng c ph l nhu cu hng ngy trong cc bui sng
cng nh trong cc ba n nh ca ngi Anh.
+ H thng bn l pht trin
- Nguy c:
+ Nhiu i th cnh tranh, c bit l cc cng ty n v
Columbia, cc cng ty a quc gia nh Starbucks.
+ c im tiu dng c ph ca ngi Anh l sn phm c cht
lng cao, bao b cng nh sn xut.
+ Cc ro cn thng mi ca th trng Anh nh: v cht lng, an
ton thc phm, ngun gc xut x.
im mnh im yu
- im mnh:
+ Quy m ln, tim lc ti chnh mnh.
+ Thng hiu mnh, c uy tn.
+ i ng nhn vin trn 17.000 ngi, c trnh chuyn mn cao.
+ i ng qun l c kinh nghim.
+ C mi quan h lu bn vi nhiu i tc nc ngoi, c kinh nghim
trong lnh vc xut khu.
+ Ngun nguyn liu c cht lng n nh.
+ H thng phn phi trn ton quc.
+ C s vt cht, cng ngh hin i.
+ Sn phm a dng, cht lng cao.
- im yu:
27

+ Cha c nhiu kinh nghim trong vic hp tc vi i tc Anh.

+ Cha kim sot tt cc knh phn phi.
3.3. P ( Position ) : nh v
3.3.1. Xc nh gi tr ct li ca 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.
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
28

ngi nng dn, vng trng c ph c Lc v cn gp phn xy dng thng

hiu nng sn Vit Nam.
S mnh ca Trung Nguyn phn nh tm nhn ca lnh o cng ty v
nhng g m cng ty ang tm kim thc hin, cung cp mt ci nhn r hn
v nhng g m cng ty c gng t c.
Kt ni v pht trin nhng ngi am m c ph trn ton th gii.
S mnh ny gip cc gii hu quan hnh dung r v Trung Nguyn l ai?
chnh l nh cung cp c ph th trng Vit Nam v th gii, khch hng
m Trung Nguyn hng n khng phn bit tui tc, gii tnh, cng vic, thu
nhp hay v tr a l m l tt c nhng ai c nhu cu v am m c ph trn
ton th gii. Trung Nguyn c tham vng rt ln l lm cch no c th kt
ni v pht trin nhng ngi am m c ph trn ton th gii. V c th
t c tham vng , Tp on Trung Nguyn bt u hnh ng bng
nhng chin lc ngn hn v di hn, v c th nht l chin lc xy dng
Th ph c ph ton cu ti Bun Ma Thut. Trung Nguyn xy dng cc
mc tiu ngn hn v di hn: Thng lnh th trng ni a, chinh phc th
trng th gii, bng cch dch chuyn t chiu rng sang chiu su; u t v
ngnh v pht trin h thng nhng quyn trong nc v quc t.
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
Tm nhn l nhng hot ng m cng ty d nh thc hin, sp t cho
mt nh hng lu di. N l cch cng ty hnh dung v bc tranh tng lai ca
mnh. Vi Trung Nguyn tm nhn ca n chnh l: 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
3.3.2. Sn phm c ph ha tan G7 l mt hng tin phong cho cuc chin
ginh li th trng c ph ha tan ti Vit Nam.
29

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.
ng L Tuyn - Gim c Tip th ca c ph Trung Nguyn cho bit rng
cn nguyn ca cuc chin gia G7 v Nescaf xut pht t nhng nim v
lng t ho dn tc: "Khng l, mt nc xut khu c ph hng u th gii
nh nc ta li ch ng vai tr xut khu nguyn liu th, cn ming bnh th
trng th cho cc tp on nc ngoi n cho tng phn khc nh v chp
nhn. l mt nghch l. iu quan trng hn c, G7 quyt tm ly li th
trng t tay Nescaf l bi t thc v nguyn kh ca dn tc mnh"
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.
Php so snh trc tip ny t ngi tiu dng l minh chng r rng nht
cho cu chuyn, bc i ton b nhng v ho nhong hnh thc bn ngoi, th
cha hn hng ngoi tt hn hng trong nc.
Vi kt qu rt ng khch l ti Ngy hi tuyt nh, G7 tin thm mt bc
di trong vic chinh phc ngi tiu dng ginh li th phn bng mt chin
lc to b Trong 3 ngy lin, G7 t chc pht c ph min ph cho khch hng
ngay ti ta nh l i bn doanh ca Nestl trn ng Nguyn Th Minh Khai.
C v, Nestl bt ng trc chin thut to bo ny ca G7.

30

PHN IV. CHIN LC MARKETING

H thng nhng quyn u tin ca Vit Nam
C ph Trung Nguyn l Cng ty Vit Nam u tin p dng m hnh kinh
doanh nhng quyn thng hiu. Bng s nng ng v sng to, Trung
Nguyn xy dng c mt h thng qun nhng quyn rng khp trong
nc v ti cc nc Nht Bn, Singapore, Thi Lan v Campuchia, vi mt
phong cch thng thc c ph rt ring.
Vi hnh thc kinh doanh nhng quyn thng hiu, cc sn phm c ph
Trung Nguyn c sn xut t nhng ht c ph ngon nht ca vng cao
nguyn Bun Ma Thut, kt hp vi cng ngh hin i v b quyt ring c
gii thiu n tt c mi ngi tiu dng trong nc v trn th gii.
Ngy nay, vi khong 1,000 qun c ph nhng quyn, Trung Nguyn
lun em n cho ngi thng thc nhng tch c ph hng u Vit Nam ti
bt k a im qun nhng quyn Trung Nguyn no.
C ph ha tan G7- Cafe Trung Nguyn c nhc n nh mt hin
tng ca Thng hiu Vit. Chin lc marketing hiu qu l mt trong
nhng yu t mang tnh cht quyt nh to nn thnh cng ca thng
hiu ni ting ny.
1. 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.
Vi mc tiu chinh phc th trng ni a , Trung Nguyn chinh phc
ngitiu dng Vit Nam bng cc sn phm c ph ha tan lm t ht cy c
ph ca vngt bazan Ty Nguyn mang hng v c trng khc hn
31

Nescafe, hay Vinacafe.- Sn phm c ph ha tan Trung Nguyn a dng ,

phong ph p ng nhiu gu thng thc c ph khc nhau . c bit , sau
nhiu nm nhin cu v tm hiu nhu cu khch hng , cng ty cho ra i sn
phm c ph ha tan G7.
2. 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.
Trung Nguyn nh v gi cho sn phm c ph ha tan;- Sn phm c
ph ha tan so vi i th canh tranh khng c s chnh lch ng k
mt sn phm gi Vit nhng cht lng quc t.
3. 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. Trung Nguyn pht trin knh phn phi ca
mnh rng khp bng chui i l phn phi , cng cc ca hng bn l c mt
trn khp 64tnh thnh. Vi vic tin phong trong vic p dng m hnh kinh
doanh nhng quyn ,m hnh m trc y lm cho thng hiu Trung
nguyn tr nn ni ting, y chnh l G7. M hnh ny khng nhng p
dng trong nc m cn nc ngoi- Vi vic xc nh li th cnh tranh
chnh l nh khu phn phi , Trung Nguyn to bo xy dng h thng G7
Mart phn phi ton b cc sn phm ca cng ty, asn phm c ph Trung
Nguyn n gn hn vi ngi tiu dng . 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 them vo h thng phn
phi hng hu ca Trung Nguyn.T y s pht trin thnh cc trung tm
thng mi,i siu th.
32

4. Chin Lc Truyn Thng C ng:

Trung Nguyn s dng nhiu cng c truyn thng nh qung co
truyn hnh, bo i, bn hng trc tip nhng ci mang li thnh cng ln nht
cho Trung nguyn l PR. Trc y vo khong t nm 2003-2007, th hu nh
ngy no cc trang bo vit v bo in t u nhc n Trung Nguyn . Trung
Nguyn gy ch vi bo gii cng nh khch hng vi cuc chin gia
Trung Nguyn v Nescaf. V Trung Nguyn chn mt i th truyn kip
l Nescaf, mt cng ty nc ngoi ang chim th phn ln nht Vit Nam
lc , v n c coi l cuc chin V thng hiu Vit vi kht khao a
thng hiu Vit snh ngang tm vi thnghiu nc ngoi. Khi qung co
,G7 tung ra thng ip "B quyt khc bit c ph ti chnh gc Bun Ma
Thut" v c ph ca Trung Nguyn l "Gip suy ngh mnh hn". Nescafe
chuyn i thng ip l "Ngon hn, v c ph mnh hn". G7 tip tc tung ra
thng ip"V c ph cc mnh" v "G7 - B quyt khc bit c ph ti ca
chuyn gia c ph hngu". V lin tc ci tn Trung Nguyn xut hin trn tt
c cc mt bo . G7 lm cho nhiu ngi ngc nhin khi chn chin lc
marketing "thch th trng" i u vi Nescafe trong khi chin lc ny
thng c cc doanh nghip hng hai, hng ba trn th trng p dng
Ngay khi a ra sn phm G7 th Trung Nguyn thc hin hng lot cc
hot ngmarketing:
+ Chng trnh xy dng thng hiu nng sn Vit Nam
+ Ngy hi tuyt nh gii thiu c ph ha tan G7 ti Dinh Thng Nht. Hn
35000 ngi tham gia ngy hi ny
+ Chng trnh th mi: mi ngi tiu dng ung th hai ly c ph ha tan,
mt caG7 v mt ca nhn hiu c ph ha tan ni ting khc nhng khng cho
bit l nhnhiu g h t nh gi (thc t nhn hiu khc l Nescafe). Kt
qu l 89% ngitiu dng chn G7 v 11% chn nhn hiu kia.
+ Mi ngi tiu dng ung th c ph G7 trong 03 ngy ti mt cao c ni t
tnghnh dinh ca i th Nestle.
+ Thc hin tip th trn ng ph, G7 xut hin t cc trung tm thng mi
n ccca hng bn l.- Vi chin lc khn ngoan v kh "kh chu" khi eo
bm i th ti tng im bn,tng quy k trng hng ha, Trung Nguyn
33

o ngc th trn, ginh c ththng phong, to tin cho cuc chin lu

di.Bn cnh , Trung Nguyn cn thc hin PR (Public Relation) cng rt
thnh cng. l phi hp vi Bo Thanh Nin thc hin chng trnh: "Nc
Vit Nam tanh hay khng nh". Pht ng "cuc chin v thng hiu Vit"
ca Trung Nguyncng c nh gi cao.- Nh vy li th ca Trung Nguyn
ni chung v G7 ni ring trong chin lc marketing ca mnh ch yu l li
th sn nh v Trung Nguyn khai thc trit li th ny.
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. => yu t lm nn
thng li ca G7 l sn phm tt, cht lng v hng v ring bit, khu phn
phi rt mnh t mng li phn phi c sn ca Trung Nguyn v cng tc
qung b, tip th
Gii php a ra ca nhm
S ra i ca sn phm c ph ha tan G7 l n lc nng sc cnh tranh
cho ht c ph Vit Nam trn th trng trong v ngoi nc, l s kt hp gia
ngun nguyn liu tt vi kinh nghim kinh doanh v cng ngh ch bin c ph
hin i nhm to ra sn phm c th cnh tranh trc tip vi nhng thng hiu
c ph ni ting th gii, ng V ni .Do vy, thc hin c mc tiu ,
C ph ho tan G7 Trung Nguyn trc khi thm nhp vo th trng quc t
cn:
+ Nghin cu khch hng, th hiu khch hng tng quc gia v tp trung
vo mt phn on th trng. Phi lun cp nht thng tin v khch hng, v
nhng thay i trong s thch ca h. Tm kim thng tin ca khch hng qua
bo ch, t chc nghin cu, qua internet,Bit c nhng thay i v xu
hng mi ca khch hng th Trung Nguyn mi c th cung cp cho h nhng
sn phm lm tha mn ti a nhu cu ca h. V cng l hng i s gip
Trung Nguyn ng vng trong cnh tranh quc t.
+ i vi th trng quc t, c ph ho tan G7 cn tp trung vo dng cc
sn phm cao cp. Bi khng nh thng hiu ca mnh trn th trng, sn
phm c ph ho tan khng ch quan tm n cht lng m cn c hnh thc.
n vi sn phm cao cp, G7 Trung Nguyn c th mnh dn a ra cc sn
phm p ng th yu ngy cng cao ca khch hng
34

+C chin lc a phng ho cc sn phm. iu ng ngha vi

vic, sau khi thc s hiu vn ho c ph ca quc gia , th yu, hng v
chng ta s c chin lc tung ra sn phm ph hp vi cc tiu ch nh gi,
trnh ph cp ho, nh ng cc quc gia vi cng 1 sn phm c ph ho tan.
+ Tng thm gi tr nh tnh sng to.Tnh sng to l yu t rt quan trng
quyt nh thnh cng ca bt c cng ty no. Sng to lun mang trong n s
i mi, gi tr gia tng m tnh sng to mang ti thng ln hn nhiu so vi
chi ph. V th sng to c xem nh li th cnh tranh ca doanh nghip.
Trung Nguyn phi chp nhn thay i nhng phng cch tip th c v tm
nhng phng cch mi nhm truyn ti n khch hng gi tr gia tng ctrong
sn phm.
+ phn ng nhy cm vi mi trng vn ha. y l i hi mt t chc
mun tn ti v pht trin th phi thch ng tt vi nhngthay i ang din ra
kinh t v x hi. i vi Trung Nguyn-mt cng ty mun thm nhp vo th
trng th gii th vic thc ng vi s thay i ca mi trng vnha l ti
cn thit
.+ Xc nh mc cnh tranh: Trung Nguyn cn nh gi nhng chin
lc kinh doanh, tip th ca cc i th ln nh Nestle, Starbuck v ngun lc
sn c ca mnh xy dng mt chin lc to cho n kh nng truyn thng
ti khch hng c tt nht.
+ Khm ph nhng th trng mi Trung Nguyn phi lun tm th trng
mi tng doanh thu v m rng th phn ton cu. Nhng y cng i hi
mt s cn trng, ngha l Trung Nguyn cn m bo s thnh cng hoc danh
ting thng hiu khi thm nhp th trng mi.
Ngoi ra, i vi th trng trong nc chng ta cng khng lm g khc
bit hn. Nm bt li th sn nh c ph ho tan G7 phi c nhng chin dch
qung b, marketing khng nh sn phm ca mnh hp gu ung c ph
ngi Vit. T , chng ta dnh li th trng ca chng ta t tay nh sn
xut nc ngoi.

35