M hnh theo chc nng l cch thc t chc cng vic ca doanh nghip khi sn

phm ca doanh nghip c cng cng ngh v cc p lc cnh tranh phi theo ui
chin lc ton cu. M hnh chc nng cho php doanh nghip ti a ha c
li ch theo quy m thng qua vic sp xp trch nhim cng vic v cc thit k
hiu qu nht cc quan h qun l trong doanh nghip. V vy, m hnh ny cho
php thnh lp cc b phn ring bit tp hp nhn s theo chc nng truyn
thng ca doanh nghip nhng cc khu vc a l khc nhau, ti nhn vin
sn xut lm vic vi nhn vin sn xut, nhn vin bn hng lm vic vi nhn
vin bn hng, nhn vin ti chnh lm vic vi nhn vin ti chnh
L mt cch cu trc in hnh trong khi t chc n v lm vic. Cch cu
trc ny ph bin trn th gii cng nh Vit Nam. C th ni cch cu trc ny
kh d hiu vn dng trong thc t. Trc ht ton b t chc ni chung
hoc cng ty ni ring c phn tch theo chc nng (ang kinh doanh ci g, nh
th no, chu trnh ra sao...) nhn din c s cu trc.
Bc tip theo l loi b cc tiu tit, cc b phn nh khi m hnh m
hnh chnh c th hnh thnh r nt v tt nht.
Sau , tt c cc b phn cn li s c hp li thnh tng khi hnh
thnh phng ban ca cng ty.
M hnh theo chc nng thng c cc doanh nghip c di hng ha hp
trong phng php sn xut v marketing thng khng khc nhau nhiu, v
th trng khng thng xuyn thay i nhiu.
(Xem s 5.2 v 5.3)

M hnh 5.2

M hnh 5.3

u nhc im ca c cu t theo m hnh chc nng

U IM

NHC IM

- Gi quyn kim sot tp trung khi quyt

nh chin lc.
- Phn nh cc chc nng mt cch kh
logic.
- Nhim v c phn nh r rng.
- Tun theo nguyn tc chuyn mn ha
ngnh ngh.
- Pht huy c sc mnh v kh nng ca
i ng cn b theo tng chc nng.
- Gim chi ph v rt ngn thi gian o to.
- To ra cc bin php kim tra cht ch ca
cp cao nht.
- H tr nhn vin nhn din mt cch chnh

- Doanh nghip khng th thch nghi kp

theo cc thay i ca th trng.
- i hi c s phi hp gia nhiu chc
nng. Kh xy dng c mi quan h
hiu qu gia vic sng to tri thc vi
vic ra quyt nh nhm to iu kin
cho chc nng marketing phi hp c
vi chc nng sn xut v chc nng ti
chnh.
- C ch qun l theo chiu dc ca m hnh
theo chc nng l mt chui di mnh

xc hn v cng vic v c nh hng s

lnh thng qua nhiu cp, khin cho mi

nghip r

quyt nh b tr tr v thng tin phi tri

rng

trong

phn chc

rng ti cc cp bc x l thng tin.

nng ca mnh.
- Mang nhng li th in hnh t vic - Ch c cp qun l cao nht mi c trch
chuyn mn ha su:
+ D qun l
+ To ra li th v ngun lc v quy m
khi vn hnh.

nhim v hiu qu cui cng ca ton th

cng ty.
- Qu chuyn mn ha v to ra cch nhn
qu hn hp vi cn b ch cht.
- Hn ch s pht trin ca ngi qun l
chung.
-Gp nhiu kh khn, cn tr khi cn c s
phi hp gia cc chc nng.
-Nhn mnh mc tiu ca tng n v hn
l mc tiu ca c t chc.

1. Thm nhp thng qua xut khu thng thng

Nh vic xut khu, Trung Nguyn lan rng c tn sut xut hin ca
mnh nhiu ni trn ton th gii. Thng hiu c ph Trung Nguyn vt ra
khi bin gii Vit Nam v nhn c s ng h ca cng ng ngi Vit nc
ngoi cng nh s quan tm yu mn ca bn b quc t.
Vic xut khu c ph mang li thm li nhun, thu ngoi t u t mua
my mc thit b m rng v nng cao sn xut t tng hiu qu kinh doanh
ca chnh doanh nghip.
u thng 10-2011, c ph ha tan G7 ca Cng ty C ph Trung Nguyn
chnh thc vo h thng siu th bn l ca hai tp on hng u th gii l
Costco (th 3 ca M) v E-Mart (s 1 ca Hn Quc).
2. Thm nhp thng qua nhng quyn thng hiu
Nh vic nhng quyn, nhng hnh nh quen thuc ca c ph Trung Nguyn
dn dn phn b rng ri hn ci min quc gia khc, c bit l ti chu lc
qu nh.
C ph Vit Nam xut sang hn 59 nc v vng lnh th, tp trung nhiu
nht cc nc EU, Singapore, Hng Kng, Nht Bn v Hoa K. M hnh G7
Mart cng l hnh thc nhng quyn thng mi m Trung Nguyn ang thc
hin chim lnh v cnh tranh vi cc nh phn phi nc ngoi. M hnh G7
Mart ca Trung Nguyn tip tc c xem l bc t ph trong vic thc hin
nhng quyn thng mi nhm cnh tranh vi cc nh phn phi nc ngoi
chim lnh th trng bn l.
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.
3. Thm nhp thng qua chin lc a dng ha sn phm
p ng nhu cu thng thc c ph ca tng nhm khch hng khc nhau,
Trung Nguyn to ra mt chui sn phm a dng c th hin ba dng sn
phm ring bit l sn phm ph thng, trung cp v cao cp tha mn c s a
dng v sc mua ca cc i tng tiu dng trong nc v ngoi th gii.
Sn phm ph thng: Loi 1: Nu Sc sng Loi 2: I Kht vng Loi 3: S
Chinh phc.
Sn phm trung cp: Passiona, C Ph Sng To, Gourmet Blent, House
Blend, C Ph Ch Phin, Ht Rang Xay
Sn phm cao cp: Weasel, Diamond Collection, Legendee, Classic Blend
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 c ph 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 . 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
5

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 c ph ha tan G7.
4. Thm nhp thng qua chin lc GLOBAL STANDARD
Singapore, c mt ca hng nhng quyn Trung Nguyn ng c ch ,
l ca hng Trung Nguyn th hai xut hin trn vng t kinh t nhn nhp
ny vo cui thng 11/2008. S d ni ny ng c ch l v bn cnh hng
v c ph Trung Nguyn c o, mang m hn Vit nhng cng khng qun vic
p ng khu v ca khch hng a phng, ca hng ny cn c mt phong cch
thit k kh l c o. ng nhin, iu phi k n u tin chnh l khu
thng thc c ph cng c mt khng gian v cng m cng, nhng khng n
gin ch c vy, ca hng cn c nhng vng khng gian khc mang m cht Vit
Nam rt c o. Ca hng ny c phng trng by c mt quy trnh la chn c
ph th cng v qu trnh rang xay c ph, v c ph ha tan v cc vt dng pha
ch c ph nh phin c ph, v c c tranh nh minh ha. Khng ch phc v
nhng khch hng c nhu cu dng c ph ngay ti ca hng, ti y cn c khu
6

vc bn l nhng dng c ph cao cp, kh thch hp ngi a phng mua

dng nhng mn c ph thng hng ca doanh nghip, vi nhng du khch, h
c th mua mt hp c ph Trung Nguyn ho hng em v lm qu lu nim, qu
biu ngi thn, ngi quen.
Cng nh ca hng ti Roppongi, Tokyo ca Nht Bn, ca hng ti y cng
tun th theo tiu ch mang c ph Vit Nam, nt vn ha Vit Nam ra ton th
gii bn b quc t c th chim ngng nhng tinh hoa, nhng nt p thun
ty ca t nc hnh ch S ny, th nhng, ti ca hng ny, tiu ch y c th
hin phn no r nt hn. Ngoi nhng khng gian thng thc c ph v nhng
s vt lin quan n mt hng c ph, ca hng cn c ring c mt khu vc ring
dnh cho m thc Vit, gm nhng mn kh ni ting v nhng thc kh l i
vi ngi nc ngoi. Tht s, khch hng c th thng thc mt Vit Nam
m nt, ni ting ngay ti mt min t khng-phi-l-Vit-Nam vi phong
cch ca hng ny. y cng chnh l nt c o, to nn mt th mnh khc bit
ca ca hng Trung Nguyn ti y so vi cc i th c ph ni a, thu ht
khch hng t Singapore v c du khch t thp phng lui ti, to nn mt ch
ng cho Trung Nguyn trong nhng giai on u tin thm nhp trng quc t.