Ch : Chnh sch xc tin hn hp ti cng ty c ph Trung Nguyn. I. Gii thiu khi qut v cng ty c ph Trung Nguyn. Ra i vo gia nm 1996 -Trung Nguyn l 1 nhn hi u 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.

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 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.

Cc thnh tu ca Trung Nguyn

Hun chng lao ng Hng III do Ch Tch nc trao tng nm 2007 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 nm 2007 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. 8 nm lin t danh hiu Hng Vit Nam cht lng cao (2000 - 2007) Gii thng hiu ni ting Vit Nam nm 2006 do Phng thng mi v cng nghip Vit Nam cp. Gii thng hiu mnh Vit Nam nm 2006 do Thi bo Kinh t Vit Nam phi hp Cc xc tin thng mi (B thng mi) t chc. 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 (do Institude for Marketecology cp nm 2005) Gii thng hiu hng u Vit Nam nm 2004 do bo Si Gn Tip Th t chc. Gii thng nh doanh nghip tr xut sc nht ASEAN nm 2004 do Hip hi cc nh doanh nghip ng Nam trao tng. Gii thng Sao Vng t Vit nm 2003 v 2005 do Hi doanh nghip tr Vit Nam trao tng Hun chng lao ng hng III do Ch tch nc trao tng nm 2003. Tng Gim c c trao tng gii thng Sao nm 2000 ca Hi doanh nghip tr Vit Nam. II. Cc chnh sch xc tin thng mi.

1. Chin lc sn phm v bin php nng cao v tr ca sn phm Trung Nguyn c rt nhiu sn phm khc nhau, y chng ta ch gii hn sn phm caf ha tan G7.

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.

1.1 Quyt nh la chn bao bng ng L Nguyn V ng ch ca Trung Nguyn tng ni: bao b l mt ngi bn hng im lng m hiu qu. C ph ha tan G7 cng ging nh nhng sn phm c ph khc vi nhng c tnh m bn cht Trung Nguyn. Ngy nay, cc doanh nghip rt ch trng n mu m bao b sn phm, l mt yu t quan trng thu ht ngi tiu dng. Trc khi a ra mu m bao b cho sn phm ny Trung Nguyn thc hin rt nhiu cuc kho st

mc nhn xt ca ngi tiu dng i vi cc sn phm hin c trn th trng. T cuc kho st Trung Nguyn a ra mu m bao b mi cho sn phm c ph ha tan G7. Vi mu m sang trng v hin i. - Dng ch c ph ha tan G7 c in trong phn logo mu en rt ni bt. - Mt ly c ph cch iu mu trng Tt c ni ln trn nn mu to s li cun cho ngi tiu dng, mi sn phm ca Trung Nguyn khi ra i phi thun Vit, dng ch C ph Bun Ma Thut th thit th hin r iu . 1.2 Quyt nh v chng loi v danh mc sn phm. thun tin cho ngi tiu dng la chn Trung Nguyn a ra nhiu kch thc khc nhau: - Dy 10 gi *16g - Hp 18 sticks * 16g - Hp 20 gi * 16g - Ti 24 gi * 16g - Ti 50 gi * 16g 1.3 Nhng yu t hnh thnh mt nhn hng tt. Trung Nguyn vi tiu ch thuyt phc ngi tiu dng bng cht lng. Ngnh c ph th gii trong mt thi gian di c thng tr bi cc hng c ph n t u-M vi cng thc: Nguyn liu tt + cng ngh cao + mt s quan im v vn ha. iu ny ngy nay thay i bi Trung Nguyn lm c iu rt kh to nn mt cng thc c ph c bit nht th gii: nguyn liu tt + cng ngh cao + b quyt phng ng + quan im mi v c ph. Ni v nguyn liu, Trung Nguyn chn lc 4 vng nguyn liu ngon nht th gii: ht c ph Robusta Bun Ma Thut ni ting nht Vit Nam, c nh gi l ngon nht th gii vi khu v mnh m, m hng v c ph nguyn gc n t vng t qu hng ca c ph Ethiopia. Ht Arabica thm ngon y quyn r ca vng t Jamaica; Thng hiu ni ting ca c ph xut khu hng u th gii Brazil Tt c c hi t, cht lc nguyn liu to nn c ph ha tan G7 Ht Kopi luwak t Philippines, Kona t Panama. S kt hp gia cng ngh hin i nht cng nhng b quyt huyn b phng ng l nhng nt c o ch c Trung Nguyn. Bi Trung Nguyn c cc tp on hng u th gii chuyn giao cng ngh, thn thin vi mi trng. Cn b quyt phng ng chnh l s phi trn cc nguyn liu tho dc qu him, nhng ngun nng lng c bit t qu v cc cht ph gia

c bit trong qu trnh rang xay. Trung Nguyn c quan im mi v c ph, coi khng ch l mt thc ung thng thng m l mt thc ung cho tr no, mt ngun nng lng sng to cho tng lai. C ph c v nh mu ca nn kinh t tri thc ging nh du la c v nh mu ca nn kinh t cng nghip. Loi ngi ch c sng to mi thay i. Sng to khng nhng lm thay i i sng c nhn m quc gia cng thay i. C ph c kh nng gip khi ng tr no, duy tr thng xuyn s tnh to s l ngun nng lng mi cho kh nng t duy ca con ngi v cho mt nn kinh t sng to ca tng lai. Nhiu v nhn trn th gii cng tng l nhng tn c ph nh Balzac, Napolon, Sebastian Bach Napolon tng c cu ni ni ting: Chnh tr m khng c c ph th chnh tr ch c mi m khng c v.

a. 2. Chin lc gib. 2.1 Chnh sch gi ca cng ty c. Gi c l mt yu t quan trng trong h thng Marketing mix, n phn nh cht lng ca sn phm cng nh doanh thu ca cng ty. Nhn thc c iu , trong chnh sch gi ca mnh Trung Nguyn lun coi trng vic gim chi ph sn xut , h gi thnh sn phm qua nng cao sc cnh tranh vi cc sn phm ca i th trn th trng cng nh tng s lng hng bn ca cng ty. d. gim gi thnh sn phm cng ty c nhng chnh sch thit thc cho khu sn xut v qun l kinh doanh nh: e. -Trung Nguyn u t vo dy chuyn cng ngh tng nng sut lao ng, cht lng sn phm. f. -Ci tin phng php kinh doanh, qun l, ng vin khuyn khch cng nhn lm vic, nng cao hiu qu s dng my mc thit b nhm nng cao nng sut v cht lng sn phm. g. -C nhng chnh sch o to, bi dng nng cao nghip v kinh doanh, qun l, cng nh chnh sch mm gio trong gi c thu ht thm khch hng v tng tnh cnh tranh. h. -Trung Nguyn cng c nhng chnh sch gi u i, phn bit i vi tng nhm khch hng. i vi nhng khch hng trung gian Trung Nguyn cng c nhng iu khon v ti chnh hp l, nhm to s rng buc gia Trung Nguyn v nhng khch hng trung gian. i. Gi c trn s thay i ph hp ty theo s bin ng ca th trng, xu hng tiu dng v i th cnh tranh trong tng lai. j. Tp trung n lc nhn mnh s khc bit v cht lng, li t ca sn phm ngi tiu dng chp nhn mc gi thay i thay v chy ua v gi theo i th cnh tranh.

k. T chc theo di cht ch s bin ng ca th trng, xu hng tiu dng c nhng bin php hiu qu nhm tng bc iu chnh gi trong tng lai. l. 2.2 Mt s hnh nh minh ha ca sn phm. m. Hnh nh v gi (vatgia.com ngy22/5/2011)

n. ph ha tan eCn G7(15*2gam) 15.500VND

G7 3in1-20 gi*18gr 37.000VND/HP o.

p.

q. r. s.t.

u.v.

w. C ph ha tan en G7 (50 gi/ti 3in1) 93.000VND

x. C ph en c ng G7(2in1)15 gi/16gam 39.000VND/HPy.

Nh chng ta bit 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.

3.Chin Lc Phn Phi:

Trung Nguyn c 5 chi nhnh ti cc a im sau: H Ni, Nng, TP H Ch Minh (headquarter), Lm ng, Cn Th. Trung Nguyn cng s dng cc knh phn phi sau m bo mc ph sng sn phm ca mnh trn ton quc. i vi h thng franchise: - L n v u tin ng dng Franchice vo Vit Nam t nm 1998. - Hin ti, cng ty duy tr h thng Franchice bao gm hn 1.000 qun c ph trn khp t nc Vit Nam v 8 qun nc ngoi nh: M, Nht, Singapore, Thi Lan, Trung Quc, Campuchia, Ba Lan, Ukraina. 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. Con s c cp nht 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 Bulgaria, US, Mexico, China, Australia ). - Nh my sn xut: Nh my sn xut ti KCN Tn ng Hip A, Tnh Bnh Dng. +Cng sut: cng sut 3.000 tn c ph ha tan/nm +Tng vn u t trn 10 triu USD. Nh my ti TP Bun Ma Thut, k Lk +u t khong 711,72 t ng (40 triu USD). +Cng sut 60.000 tn/nm Nh my ch bin c ph rang say ti Bun Ma Thut, ak Lk +Cng sut 10.000 tn/nm. +Nh my ny ln nht vng Cao Nguyn, 80 % sn lng dnh cho xut khu. Trung gian phn phi hin i:

H thng G7 Mart - y l h thng bn l theo hnh thc nhng quyn u tin Vit Nam - 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 IT 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. H thng siu th - Qua phn tch trn, chng ta thy Trung Nguyn s dng knh phn phi dc cho h thng phn phi ca mnh. Dng lu chuyn trong knh phn phi Vic phn phi hng cng s khng theo li c. Nu nh trc kia mi nh sn xut li c cc knh phn phi ring, th gi y cc trung tm phn phi G7 s l u mi cung cp hng ha cho ton b h thng phn phi G7Mart bao gm cc ca hng G7mart chun v cc ca hng thnh vin. Cung cch ny s gim bt chi ph tn km, bt i nhiu khu trung gian v h qu l ngi tiu dng c li bi gi thnh sn phm s gim. V lu di, theo cch thc ny, tt c sn phm v dch v tiu dng s c lun chuyn trn mt h thng, to ra s chuyn nghip ha cao.

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 mini"G7 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.

z.

Chin Lc xc tin thng mi.

Ngy hi bn hng tr thnh hot ng thng nin ca Trung Nguyn tt c cc nhn vin ca cng ty c dp c st th trng v thu hiu khch hng hn.

Nhn vin ca Trung Nguyn ghi li nhng phn hi t pha khch hng. Trong 3 ngy 1,2 v 3/12/2011, ng lot ti nhiu a bn TP HCM, H Ni, min Ty, min ng Nam B xut hin cc bn tr mc ng phc c ph Trung Nguyn i ti tng hng qun, tim tp ha tip th nhng sn phm ca cng ty. iu c bit l nhng nhn vin bn hng ny khng ch tip th cc sn phm c ph m ch yu lm cng vic tip nhn phn hi t ngi bn hng, ngi mua hng i vi c ph Trung Nguyn. Khng n gin ch l team-building Trong bi cnh nn kinh t ang kh khn, cnh tranh ngy cng tr nn khc lit, ngy cng nhiu doanh nghip phi chn nhng chiu PR, qung co k c th thut, mong khch hng nh ti v dng sn phm ca mnh. Tuy nhin, bn cnh vn c nhng doanh nghip bit kho

lo tn dng nhng cng c PR tinh t, ngoi tc dng qung b thng hiu, cn gp phn tht cht s gn kt ca nhng nhn vin trong cng cng ty. Thay v lm nhng chiu, tr, Trung Nguyn chn hnh thc Ngy hi bn hng ko nhn vin vn phng li gn hn vi nhn vin sales. Cc tuyn ng c m trch bi cc i, mi i c mt nhn vin sales hng dn cho hai nhn vin vn phng. iu ny thot nghe tng v l v khng hiu qu, nhng xt ra li l mt cch lm khn ngoan. Trong 3 ngy 1,2 v 3/12/2011, ng lot ti nhiu a bn TP HCM, H Ni, min Ty, min ng Nam B xut hin cc bn tr mc ng phc c ph Trung Nguyn i ti tng hng qun, tim tp ha tip th nhng sn phm ca cng ty. iu c bit l nhng nhn vin bn hng ny khng ch tip th cc sn phm c ph m ch yu lm cng vic tip nhn phn hi t ngi bn hng, ngi mua hng i vi c ph Trung Nguyn.

Mc ch ca chng ti khi a nhn vin vn phng nhp cuc cng anh ch em sales ngoi chin trng l cho cc anh ch vn phng hiu c hn v cng vic, tm t, nguyn vng ca cc chin binh bn hng ca chng ti- anh L nh Hi Sn thuc Trung tm o to cho bit. Nhng sn phm ngy hm qua cn nm trong phng th nghim hay trn bn thit k nhng ngy hm nay c mang ra bn ti th trng. iu ny i hi s kt hp v hiu thu cng vic ln nhau gia cc b phn. Nhn vin sales thng xuyn trc chin ti cc a bn, i mt trc tip vi cc kh khn trong vic thuyt phc khch hng mua hng. Chng ti mong mun qua hot ng ny, nhn vin vn phng hiu, thng cm v t thc hn trong cng vic hng ngy ca mnh c nhng hnh ng hiu qu nht tr gip cho anh ch em ngoi mt trn. Tin tuyn mun thng li cn phi c hu phng vng chc, anh Sn kt lun. i hiu v c trch nhim hn. Nhng vic hn ba trm nhn vin vn phng ti tt c cc chi nhnh nhiu vng min ca Trung Nguyn cng xung ng vi anh ch em sales ngy hm nay cn xut pht t mt suy ngh su xa hn na. ng Nguyn Quang Phi Tn, Gim c kinh doanh khu vc pha Nam ca tp on Trung Nguyn cho bit: Mi sn phm chng ti lm ra u v li ch ca khch hng. Khch hng va l ngi nui sng chng ti, va l ngi th hng sn phm ca chng ti. V th, hiu c tm t, nguyn vng ca khch hng l iu m chng ti phi lm. Hnh ng xung ng ca Trung Nguyn l thc hin suy ngh . Theo ng Tn, vic nhn vin Trung Nguyn tip xc trc tip vi khch hng, t nhng nh phn phi, cc ch qun nh l, cho ti khch hng tiu th sn phm trc tip s gip cho ngi Trung Nguyn hiu r hn liu sn phm c ph hp vi nhu cu th trng hay cha, cn lm g cho sn phm tt hn na, p ng c hn na nhu cu ca ngi tiu dng, chnh sch vi nh phn phi ph hp cha, gi c ti tay ngi tiu dng tt cha Mt s hnh nh v ngy hi bn hng ca Trung Nguyn.

1 Chin binh bn hng s i chung 1 nhn vin vn phng

Nhiu khch hng t ra ho hng vi cch lm mi m ca Trung Nguyn

Trng by sn phm Trung Nguyn nhng v tr trng by tt nht.

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 : 1. Am hiu, am m c ph - Ch phc v nhng loi sn phm c ph cht lng c bit nht

- S dng nhng cng ngh hin i nht & B quyt Phng ng c bit. - i ng phc v c o to v am hiu k lng v c ph cng vi mt tinh thn c ph mi.

2. Khng gian c bit em li ngun cm hng cho sng to. Trung Nguyn Coffee - Ni nhng t hi ca nhng tinh hoa Cng vi trit l c ph v s sng to v pht trin bn vng, khng gian qun c ph s c thit k mang li cho ngi yu c ph s thoi mi, tin dng khuyn khch ti a kh nng t duy v sng to nhm t c nhng thng hoa, thnh cng trong cuc sng. 3. Khng gian chia s v kt ni nhng am m Trung Nguyn Coffee - Ni hi t ca nhng ngi yu v am m c ph, qun c ph Trung Nguyn s l ni gp g, s chia nhng s vui bun, thnh cng trong cuc sng ca tt c mi ngi n t khp ni trn ton th gii. Bt k h l ai, da trng hay da nu; ngi giu hay ngi ngo; ngi theo trng phi, tn gio no hay thuc ng phi chnh tr no. Tt c s cng nhau bn mt khng gian c ph nng m s s chia, s chn thnh hng th gii n mt s an bnh, hi ha hn. 4. Hin nay,c ph Trung Nguyn m ra cc khng gian vn ha ti cc qun ca mnh p ng nhu cu "thng thc" vn ha: Khng gian C Ph Th By s t chc cc hot ng trin lm, sinh hot, giao lu ngh thut bao gm cc lnh vc: sch, vn hc, hi ha & nhip nh, in nh & sn khu, m nhc, kin trc, chng trnh "gp g & i thoi" vi s tham gia ca cc nh vn ha, khoa hc, tr thc trong mi lnh vc .... c bit, n khng gian C Ph Th By nhng cng chng yu ngh thut cn c thng thc, khm ph mt th vin sch vi hn 200 u sch tinh hoa thuc nhiu th loi: trit hc, tiu thuyt, sch nghin cu chuyn su trong nhiu lnh vc... Mt th vin cng c vi cc t in chuyn ngnh cng ang c u t xy dng kh phong ph v chuyn bit. ng thi, mt th vin phim nh s vi b su tp phim vi hn 4,000 a phim kinh in cc loi ca mi thi i ca Vit Nam, th gii v mt phng chiu phiu mini trang b hin i c u t xy dng ti khng gian C Ph Th By. y l mt trong nhiu ti sn qu gi m khng gian C Ph Th By ch ng u t, su tm nhm em n

cho tt c khc gi yu ngh thut ti thnh ph H Ch Minh mt mn n tinh thn c o v c sc trong chng trnh "in nh 5 sao" vo ti ch nht mi tun.

III. im mnh, yu ca chin lc marketing mix ca sn phm.1. im mnh -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 PRPR- Public Relations ca cng ty. -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. - Tnh hin tng 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 - Tn dng s thnh cng ca thng hiu c ph phin Trung nguyn, mt thng hiu thnh cng ko theo mt thng hiu mi. - H thng knh phn phi sn 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. - nh vo lng t ho dn tc, tinh thn dn tc thu hiu vn ha,Ngi Vit dng hng Vit. -C gi c cho tt c cc khch hng.

2. im yu-Gi

y, mi quan tm ca bo ch i vi Trung Nguyn ang ngy mt nht i, n gin bi hai ch Trung Nguyn tr nn quen thuc. Khi s quen thuc xut hin, cng l lc tnh hin tng khng cn. -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 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. 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 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/san phm/dich vu thng khng n lc kim soat cht che hoat ng cua bn nhn quyn va thu nhp cua bn nhng quyn chu yu t vic ban san phm hay dich vu, 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. -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 nguy iv: Kin ngh hon thin Chin lc pht trin ca cng ty, ng ng L Nguyn V ni: Trung Nguyn mi i qua 2 trong 5 bc thang chin lc. Hai bc u l gy dng cng ty, hon thin h

thng phn phi, a vn ha v s ng nht vo sn phm. Bc cui cng l i n ton cu. Hai bc thang gia l b mt kinh doanh nn cha tit l. Nh vy, mc tiu di hn ca Trung Nguyn l vn ra th trng ton cu, khng nh thng hiu c ph Vit Nam. Song, chin lc Marketing ca Trung Nguyn trn th trng ni a, thi gian qua t c nhiu bc ph, nhng vn cn nhng ht sn trong h thng Marketing. I. V pha Trung Nguyn 1 hon thin phng thc qun l trong h 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: -Trung Nguyn 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 bt c qun no ca Trung Nguyn u cm nhn c s ging nhau y, u cm nhn c phong cch Trung Nguyn 2.chuyn mn ha vai tr ca tng thnh vin trong h thng Marketing. 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 Marketing, y l mt xch quan trng nht mang li li ch cho tt c. 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.cn 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.Cn lu n vn 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 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.Cn 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 Cn 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. 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. Pht trin ngun nhn lc cht lng, h thng IT m bo cht lng dch v ca cng

KT LUNThua ngay trn sn nh- l mt mi lo ngi ln t ra vi cc ngnh ngh nc ta trc ngng ca WTO. Ngay c cc thng hiu Vit Nam cng ang rt kh khn trong vic tm cho mnh mt chin lc Marketing hiu qu, khi iu kin ti chnh, nhn lc v k ngh kinh doanh cn nhiu hn ch. Cng vi qu trnh ton cu ha cc thng hiu ca nhng quc gia ngho dn dn b trit tiu do mt quyn t quyt, khi cc chin lc Marketing c nguy c ph thuc v dn ri vo tay nhng tp on ln. Thch thc nh th, ho bo v tim lc nh th, Trung Nguyn cng nh bao tp on kinh doanh khc, lun phi n lc hon thin chin lc Marketing ca cng ty. Vi ring Trung Nguyn, chin lc Marketing ni a cn phi tuyt vi hn na, Marketing vn cn nhng yu km v l hng cn phi c lp y. C nh th, hin tng Trung Nguyn mi l mi mi, th trng ngoi khng cn l c m v Th ph c ph ton cu Bun Ma Thut mi tr thnh hin thc.

TI LIU THAM KHO1. www.trungnguyen.com.vn 2. Marketing Vit Nam,Cuc chin khng kt thc ca cc thng hiu c ph ha tan 3. www.tailieu.vn 4.Marketing cn bn 5. www.bansacthuonghieu.com v www.vatgia.com

Ngy 27-4-2011, Chuyn mc gii thiu nhng cng ty thnh cng ca tp ch 123 nm tui, danh ting nht th gii Financial Times xut hin mt ci tn Vit Nam:C ph Trung Nguyn

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