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Chin Lc Marketing Ca Cafe Trung Nguyn
NhmTravelling: LThHngThng:33K03 LThVy:34K03 NguynThBchVy:34K03 TrnKhnhTng:34K16 LSDng:32K09
I.
Khi nim V Chin Lc Marketing V cc cch tip cn.- Chin lc marketing l cch thc doanh nghip s lm t c mc tiu mc tiu marketing ca mnh.
1/Khi Nim:
2/Cch tip cn: 2 cch - Theo cch tip cn sn phm- th trng. - Theo cch tip cn v phi hp cc bin s marketing (marketing- mix).
II/Gii Thiu S Lc V Cafe Trung Nguyn1/ Gii Thiu s lc v Trung Nguyn: -Ra i vo gia nm 1996 -Trung Nguyn 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, Trung Nguyn tri dy thnh mt tp on hng mnh.
II/Gii Thiu S Lc V Cafe Trung Nguyn
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.
II/Gii Thiu S Lc V Cafe Trung Nguyn
1. Khi ngun sng to 2. Pht trin v bo v thng hiu 3. Ly ngi tiu dng lm tm 4. Gy dng thnh cng cng i tc 5. Pht trin ngun nhn lc mnh 6. Ly hiu qu lm nn tng 7. Gp phn xy dng cng n
Gi tr ct li:
II/Gii Thiu S Lc V Cafe Trung Nguyn
nh hng pht trin. - Tp trung pht trin t 6 cng ty thnh vin ln 10 cng ty thnh vin trong thi gian n. - 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 - Cng ty ang ro rit chun b l trnh ln sn giao dch chng khon ti Vit Nam v Singapore. - Xy dng mt thin ng c ph ti Bun M Thut.
III/CcChinLcMarketingCaCaf TrungNguyn1/ Theo cch tip cn sn phm - th trng: tip cn sn phm - th trng
Chin lc
Thm nhp
M rng
Pht trin
a dng ho
III/ Cc Chin Lc Marketing Ca Caf Trung Nguyn
a) Chin lc thm nhp th trng: Th trng trong nc:- Thm nhp th trng bng phong cch ring ca Trung Nguyn. - Duy tr s pht trin bng tam gic chin lc.
III/ Cc Chin Lc Marketing Ca Caf Trung Nguynb) Chin lc m rng th trng:- M rng th trng ra nc ngoi bng chin lc nhng quyn u tin ti Singapore. -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
III/ Cc Chin Lc Marketing Ca Caf Trung Nguyn
c) Chin Lc Pht Trin Sn Phm:u t pht trin theo chiu su. Sng to 1 Sng to 2
Sng to 5
Sng toSng t o 3 Sng to 4
III/ Cc Chin Lc Marketing Ca Caf Trung Nguynd) Chin Lc a Dng Ha:- 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. - C ph chn - C ph G7
III/ Cc Chin Lc Marketing Ca Cafe Trung Nguyn2/Theo Cch Tip Cn V Phi Hp Cc Bin S Marketing (marketing-mix):Chin Lc
Truyn Thng C ng
Chin Lc Chin Lc Chin Lc
Phn Phi
nh Gi Sn Phm
III/CcChinLcMarketingCaCaf TrungNguyn2/Theo Cch Tip Cn V Phi Hp Cc Bin S Marketing (marmix) Chin Lc Sn Phm: a) - Chnh thc tung sn phm G7 ra cnh trang vi cc i gia c ph ho tan nc ngoi ti Vit Nam.
III/ Cc Chin Lc Marketing Ca Cafe Trung Nguynb/Chin lc nh gi : -Trung Nguyn s dng chin lc nh gi cao hn i th cnh tranh trong mt s th trng nh Nht Bn -i vi th trng trong nc trung nguyn nh gi sn phm rt a dng ph hp vi nhiu i tng thng thc c ph.
II/ Cc Chin Lc Marketing Ca Caf Trung Nguyn
c) Chin Lc Phn Phi:- H thng phn phi hng hu, v ln mnh vi h thng siu th mini G7 mart c u t rng khp,chui ca hng nhng quyn thng hiu trong v ngoi nc.
II/ Cc Chin Lc Marketing Ca Caf Trung Nguynd) Chin Lc Truyn Thng C ng: -Quan h khch hng PR. -Xy dng a im thng thc c ph mang phong cch Vit ,t chc cc chng trnh hot ng nhm qung vn ha ca Trung Nguyn ti cng chng:
Thin ng C Ph
Cm n Cc Bn Lng Nghe
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