phan tich trung nguyen

7/30/2019 Phan tich trung nguyen.

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Phn tch hot ng Marketing mix ca Cng ty c phTrung Nguyn sn phm c ph G7

Mc LcLi m u

1.L do chn ti 4

2.i tng nghin cu 5

3.Phm vi nghin c 5

4.Phng php nghin cu 5

5. Kt qu nghin cu 5

Chng I: Tm tt l thuyt v Marketing v Marketing Mix 6

I. S lc v Marketing 6

1. S hnh thnh v pht trin ca Marketing 6

2. Khi nim v bn cht Marketing 7

3.Vai tr v chc nng c bn ca Marketing 8

II. Tm t l thuyt Marketing mix 8

1. Khi nim Marketing mix 8

2. Chin lc Marketing mix 10

2.1 Chin lc sn phm 10

a. nh ngha sn phm theo quan im ca Marketing 10

b. Chin lc sn phm 11

c. Chu k sng ca sn phm 12


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d. Chin lc pht trin sn phm mi 14

2.2 Chin lc gi 14

a. Khi nim gi v vai tr ca chin lc gi 14

b. Cc yu t nh hng n chin lc gi 15

c. Cc phng php nh gi 15

d. Mc tiu ca chin lc gi 17

e. Quy trnh nh gi sn phm 17

2.3 Chin lc phn phi 17

a. Khi nim v vai tr ca phn phi 17

b. Cu trc v dng vn ng, chc nng ca knh phn phi 18

c. Quyt nh la chn v qun l knh phn phi 20

d. Cc quyt nh trong phn phi hng ha vt cht 21

2.4 Chin lc xc tin 21

a. Khi nim, vai tr v chc nng ca xc tin 21

b. Mt s yu t nh hng n chin lc xc tin 22

c. Kinh ph dnh cho xc tin 23

d. Cc thnh phn trong hn hp xc tin 23

Chng II: Gii thiu v cng ty v sn phm 24

I. S lc v cng ty Trung Nguyn 24

1. S lc qu trnh hnh thnh v hot ng ca cng ty Trung Nguyn24

2. Tm nhn, s mng, gi tr ct li v nim tin 26


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3.1 S phn phi sn phm 40

4. Chin lc xc tin 44

4.1 Qung co, truyn thng 44

III.im mnh yu ca chin lc Marketing mix 45

1. im mnh 45

2. im yu 46

Chng IV: Kin ngh hon thin 48

I. V pha Trung Nguyn 48

II. V pha nh nc 51

Kt lun 54

Ti liu tham kho 54

Li m uI. L do chn ti


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Trn th gii chng minh rng c ph tht s tr thnh mt ngnh cngnghip vi tng gi tr giao dch ton cu l 80 t USD, ch ng sau dula v gi tr hng ho, vt vng bc, qu, du m tr thnh hngho c u c nhiu nht. Ngnh ny m rng v cha ng cc yu

t ti chnh, thng mi, u t, du lch, vn ho, kinh t tri thc, du lchsinh thi, du lch c ph

C ph Trung Nguyn l mt thnh cng k diu ca xy dng thnghiu ti Vit Nam trong thi gian qua. Ch trong vng 5 nm, t mtxng sn xut nh ti Bun Ma Thut, Trung Nguyn c mt ti mimin t nc. Trung Nguyn thc hin mt cuc xm nhp th trngngon mc nht trong lch s xy dng thng hiu Vit Nam.

Nhng bin mnh t va c ph ln ca th gii thnh quyn lc

Vit Nam trong ngnh cng nghip c ph th gii, vn l thch thc lncho tt c. Bi l Trung Nguyn cn c rt nhiu i th cnh tranh nhNescafe, Starbuck, Dunkin Donut

Cho nn, khi nhn c ti ny t C gio, nhm rt phn khi vmong mun hon thnh bi tiu lun vi tt c kin thc v k nng canhm lm r vn : Chin lc Marketing ca Cng ty, qua bi phntch chin lc Marketing mix ca cng ty qua nhn hiu G7.

1. i tng nghin cu.

i tng nghin cu ca nhm l Chin lc Marketing mix ca cng tyTrung Nguyn qua nhn hng c ph ha tan G7, im mnh im yu.

3. Phm vi nghin cu.

Phm vi nghin cu, mc d chin lc di hn ca Trung Nguyn lvn ra v ph khp ton cu, song, nhm s c ng nghin cu chin


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lc Marketing mix ca Trung Nguyn qua nhn hng c ph ha tan G7trn th trng Vit Nam v xut mt s kin ngh hon Marketingmix ni a cho nhn hng c ph ha tan G7 ca Trung Nguyn.

4. Phng php nghin cu.

Nhm tm hiu vn qua s hng dn ca C v t duy suy lun ca cnhm, thng qua vic tm hiu thc t v phn tch s liu, t liu th cpv nn tng l kin thc, k nng ca nhm c trau di trng lp.

5. Kt qu nghin cu.

Bi tiu lun hon thnh tuy c nhng sai st trong cch trnh by, cchsuy lun v nhng hn ch ca kin thc, song cc thnh vin vn vui v

t ho v hon thnh bi theo mc tiu ra, cng vi vic c c hihc tp ln nhau, hot ng nhm.

Nhm xin chn thnh cm n C gio nhit tnh hng dn, gip chngem hon thnh bi ng hn v t hiu qu.

Chng I: Tm tt l thuyt v Marketing vMarketing mix

I. S lc v Marketing

1. S hnh thnh v pht trin ca Marketing

a. Qu trnh pht trin ca Marketing.

- Marketing xut hin t nm 1950 Nht di hnh thc s khai, mtthng gia ngi Nht h Mitsui ghi chp li kin ca khch hng ci tin vic bn hng ca mnh cho ph hp vi yu cu ca khch hng.


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- u th k 19(1809-1884) Curus H v Mc Lormick(Cng tyInternational Harrester) l nhng ngi u tin phng Ty bt unghin cu mt cch c h thng v Marketing.

- u th k 20 cc nh kinh t hon thin thm c s l lunMarketing.

+ Nm 1902 ln u tin Marketing c a vo s dng ti Trng HMichigan(M).

+ Nm 1910, Ralph Star Butler dy mt khaPhng php Marketing" Trng H tng hp Wisconsin(M).

- Marketing thc s pht trin sau cuc khng hong kinh t th

gii(1929-1932) c bit sau chin tranh th gii th 2.

b. Pht trin Marketing Vit Nam.

- Vic nghin cu v ng dng Marketing trong doanh nghip c min Nam t trc nhng nm 1975.

- Sau ngy thng nht t nc nm 1975, giai on 1975-1985 Nh ncc quyn trn mi lnh vc, cnh tranh khng tn ti nn hu nh khngc khi nim Marketing v Marketing khng c ch ng trong nn kinh

t v ti cc doanh nghip.

- Sau i hi i biu ton quc ln th VI ca ng(12/1986), vi chtrng chuyn i c ch qun l sang c ch th trng di s iu titca Nh nc, Marketing c nghin cu.

+ Nm 1989 Marketing c a vo ging dy ti mt s Trng H vdn dn ph bin v ng dng rng ri cho n ngy hm nay.

2. Khi nim v bn cht ca Marketing.

a. Khi nim ca Marketing.

Marketing bao trm nhiu lnh vc v vy xt cc gc c nhiu nhngha khc nhau v Marketing, chng ta ch xem xt nhng nh nghac bn. Trc ht chng ta c th hiu Marketing l mt qu trnh qun trx hi,m trong nhng c nhn hay nhm s nhn c ci g m h


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cn, thng qua vic to ra v trao i nhng sn phm v gi tr vi ngikhch.

Marketing l qu trnh m qua c nhn hay t chc c th tha mnnhu cu c mun ca mnh thng qua vic to ra v trao i cc snphm vi ngi khc.

b. Nguyn tc v mc tiu ca Marketing.

Marketing c rt nhiu nguyn tc, Copond v Hulbert(Trong tc phmMarketing Management in the 21 cen-tury-2001) ngh cc nguyntc c bn ca Marketing.

-Nguyn tc 1: Nguyn tc chn lc.

-Nguyn tc 2: Nguyn tc tp trung.

-Nguyn tc 3: Nguyn tc gi tr khch hng.

-Nguyn tc 4:Nguyn tc li th khc bit / d bit.

-Nguyn tc 5: Nguyn tc phi hp.

-Nguyn tc 6: Nguyn tc qu trnh.

*Mc tiu ca Marketing

-Ti a ha tiu th

-Ti a ha tha mn ca khch hng.

-Ti a ha s la chn ca khch hng.

-Ti a ha cht lng cuc sng.

3. Vai tr v chc nng c bn ca Marketing.

a. Vai tr ca Marketing trong kinh doanh.


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- Hng dn cc doanh nghip ngh thut pht hin nhu cu khch hngcng nh ngh thut lm hi lng khch hng, Marketing nh hng chohot ng kinh doanh v to th ch ng cho doanh nghip.

- Cu ni gip doanh nghip gii quyt tt cc mi quan h v dung hali ch ca doanh nghip vi li ch ca ngi tiu dng v li ch x hi.

- Cng c cnh tranh gip doanh nghip xc lp v tr,uy tn ca mnh trnth trng.

- Marketing tr thnhtri tim ca mi hot ng trong doanh nghip, ccquyt nh khc v cng ngh, ti chnh, nhn lc u ph thuc phnln vo quyt nh ca Marketing.

b. Chc nng ca Marketing.

- Nghin cu th trng v pht hin nhu cu.

- Tnh thch ng(p ng) nhu cu thng xuyn thay i.

-Tha mn nhu cu ngy cng cao.

- Hiu qu kinh t.

-Phi hp.

II. Tm tt l thuyt Marketing mix.

1. Khi nim Marketing mix.

a. Khi nim

- Marketing mix l s phi hp cc yu t c th kim sot c mdoaanh nghip s dng tc ng vo th trng,mc tiu nhm t c

cc mc tiu hoch nh.

Cc t thnh: sn phm,gi c, phn phi, chiu th(xc tin)

4P trong Marketing mix

Sn phm


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-Cht lng

-Hnh dng

-c im

-Nhn hiu

-Bao b

-Kch c

-Dch v

Gi c

-Cc mc gi

-Gim gi

-Chit khu

-Thanh ton

-Tn dng

Phillip kotlen:

-Politial environment

-Public Opinion


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Chiu th

-Qung co

-Khuyn mi

-Quan h cng chng

-Bn hng c nhn Marketing trc tip

Phn phi

-Loi knh

-Trung gian

-Phn loi

-Sp xp

-D tr

-Vn chuyn


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b. Quan im Marketing mix nhn t gc 4C ca khch hng

Nh sn xut Khch hng

M hnh 4P ca Mc Cathy(1960) v 4C ca RobertLautenborn(1990)

Nhn t m hnh ta c th thy trc tin ca cc nh Marketing cn thuhiu quan im 4C ca khch hng v sau xy ng m hnh 4Pchomnh.

c.Cc yu t nh hng Marketing mix

-Ngun lc(ti chnh,nhn s,cng ngh) v v tr ca doanh nghip trnth trng.

-Tnh cht sn phm ca doanh nghip.

-Chu k sng ca sn phm.

-Ty thuc vo c im khc th trng m doanh nghip tham gia.

-Ty thuc vo cc yu t mi trng kinh t, x hi, chnh tr, cng ngh,cnh tranh.

2. Chin lc Marketing mix

2.1/ Chin lc sn phm.a. nh ngha sn phm theo quan im Marketing.

- Sn phm l nhng g m c nhn,doanh nghip cung cp cng hin rath trng gn lin vi vic tha mn nhu cu v c mun ca khchhng nhm thu ht s ch , mua sm hay s dng chng.


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- Sn phm ca mi c nhndoanh nghip thng cnhng im khch bit vyu t vt cht hoc yu t

tm l(ty vo c im cangnh hng, quan im cami c nhn,doanh nghipm h tp trung vo nhngyu t ny theo nhng cchthc khc nhau)

* Cc nhn t cu thnh snphm.

* Cc nhn t cu thnh sn phm.

Trang b

Giao Bao b Dch v

SP thc t hng Nhn c sau SP tim nng

v hiu Li im khi

tn ch SP bn


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dng Cht Kiu hng

SP ct li lng dng SP gia tng

Bo hnh

b. Chin lc sn phm.

* Khi nim chin lc sn phm.

Chin lc sn phm l nh hng quyt nh lin quan n sn xut vkinh doanh sn phm trn c s bo m tha mn nhu cu ca khchhng trong tng thi k hot ng kinh doanh v cc mc tiu Marketingca doanh nghip.

*Vai tr ca chin lc sn phm.

Chin lc sn phm c vai tr cc k quan trng trong chin lcMarketing

- Chin lc sn phm l cng c cnh tranh bn vng ca doanh nghip.

- Thc hin tt cc chin lc sn phm th cc chin lc gi, phn phiv chiu th mi trin khai v phi hp mt cch hiu qu.

- Trin khai chin lc sn phm l mt trong nhng yu t gip doanhnghip thc hin tt cc mc tiu Marketing t ra trong thi k.

Trong qu trnh thc hin chin lc sn phm, doanh nghip thng phntch v a ra cc quyt nh lin quan n.

- Kch thc ca tp hp sn phm.

- Nhn hiu sn phm.

- Quyt nh v cht lng.

- Vn thit k bao b.


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- Dch v h trcho sn phm.

- Pht trin snphm mi.

- Cc quyt nhtrong tng giai

on ca chu k sng sn phm

c. Chu k sng ca sn phm

V c bn chu k sng ca sn phm tri qua 4 giai on nh hnh di:

Giai on Giai on

gii thiu pht trin Giai on Giai on

chn mui suy thoi

Li Doanh

nhun s

0

Cc giai on ca chu k sng sn phm


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Chu k sng ca sn phm v quyt nh ca Marketing

Giai on Gii thiu Pht trin Chn mui Suy thoi

c im

Doanh thu Doanh thuthp

Doanh thutng

Doanh thut ti a

Doanh thu gimnhanh

Chi ph Chi ph trn

mi khchhng cao

Chi ph trn

mi khchhng trungbnh

Chi ph trn

mi khchhng thp

Chi ph trn mi

khch hng thp

Li nhun Li nhun m Li nhun btu tng

Li nhunt ti a

Li nhun gimnhanh

Khch hng Nhng ngicch tn

Nhng nginoi theo

S ng Nhng ngi cn li

Cc i thcnh tranh

t Cnh tranhtng

Cnh tranhmnh m

Cnh tranh gim

Mc tiu Marketing

To s nhnbit snphm, khuyn

khch dngth

Ti a ha thphn

Ti a hali nhun vbo v th

phn

Gim chi ph tn thusn phm

Cc chin lc Marketing

Sn phm Sn phm c M rng sn a dng ha Loi tr dn nhng


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bn phm, giatng cc dchv khch hng

sn phm vnhn hiu

sn phm kinh doanhkhng hiu qu

Gi c Gi thmnhp hoc giht vng

Xem xt iuchnh gi dochi ph gim

Gi cnhtranh vi cci th

Gim gi

Phn phi Xy dng hthng phnphi.

M rng hthng phnphi.

Ci t vcng c hthng phnphi,khaithc cc th

trng mi.

Loi b nhng knhkhng hiu qu.

Chiu th(xctin)

Cc Chngtrnh qungco v tuyntruyn rm r to snhn bit snphm, khuyn

khch s dngSP.

To s athch i vinhn hiu,tng nhu cus dng snphm qua ccChng trnh

khuyn m.i

Xy dngtnh cchnhn hiunhn mnhs khc bitv li chnhn hiu.

Tng cng ccChng trnh khuynmi tn thu snphm.

d. Pht trin sn phm mi.

Pht trin sn phm mi l mt vn cc k quan trng trong chin lcsn phm ca doanh nghip, l yu cu cn thit i vi doanh nghip

nhng n cng hm cha nhng ri ro, thm ch c th tht bi v nhiunguyn nhn. Do vy gim bt nhng yu t ri ro ny, doanh nghipthng xem xt qu trnh pht trin sn phm mi qua nhiu giai on nhhnh minh ha sau:

Hnh thnh v la chn tng


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Xy dng chin lc Marketing cho sn phm

Son tho v thm nh d n

Trin khai sn xut, tung sn phm mi ra th trng

Thit k, k thut v hon thin sn phm

Thc nghim sn phm

2.2. Chin lc gi.

a.Khi nim v gi v vai tr ca chin lc gi.

* Gi l biu tng gi tr ca sn phm, l chi ph bng tin m ngimua b ra c c nhng li ch m h tm kim sn phm, l thunhp m ngi bn c c nh vic bn sn phm

Chin lc gi l nhng nh hng di hn v gi nhm t c mctiu kinh doanh ca mt doanh nghip.

* Vai tr ca chin lc gi.

- Mang li thu nhp

- Yu t quyt nh la chn sn phm ca ngi mua.

- Yu t quyt nh th phn ca doanh nghip v kh nng sinh li.

- Cng c hu hiu thm nhp th trng thu ht v gi khch hng.


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b

Yu t bn ngoi

- Th trng v nhu cu

- Sn phm, gi c, chi ph ca i th cnh tranh

- Chu k sng ca sn phm

- Chnh sch ca nh nc

- Yu t khc. Cc yu t nh hng n vic nh gi.

Yu t bn trong

- Mc tiu marketing

- Chin lc marketing mix

- Chi ph

- c tnh sn phm

Cc quyt nh nh v gi

c. Cc phng php nh gi


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* nh gi da trn c s chi ph.

- nh gi bng cch cng thm vo chi ph.

Gi bn 40=100%

4

Markup 10 = 30%

Z = 30 = 70%

0

3

Markup 6 = 20%

Z = 24 = 80%

0 Gi bn =30=100%

Markup 2.4 = 10%

Z = 21.6 = 90%

Gi bn= 24=100%


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20

- nh gi bng cch phn tch mc ha vn vdnh gi theo li nhun mc tiu.

S lng ha vn = Tng chi ph c nh

(Gi bn mt sn phm Chi ph bin i mt sn phm)

Doanh thu ha vn = S lng ha vn x Gi bn mt nv sn phm

Thi hn ha vn = Doanh thu ha vn

Doanh thu bnh qun thng

Tng doanh thu

100 Li nhun mc tiu

Tng chi ph

80

60

40

20


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20 30 50

th im ha vn

* nh gi da trn cm nhn ca ngi mua i vi gi c v gi tr.

Khch hng

Gi tr

Sn phm

Gi c

Chi ph

* nh gi da vo cnh tranh.

nh gi da trn c s gia ca i th, doanh nghip c th nh gi caohn hay thp hn hoc bng.

d. Mc tiu ca chin lc nh gi


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e. Quy trnh nh gi sn phm

Quy trnh nh gi sn phm ch p dng cho cc trng hp sau:

- Doanh nghip mi i sn xut ln u.

- Doanh nghip tung sn phm mi vo th trng.

- Doanh nghip tung sn phm ang c vo th trng mi.

Quy trnh gm c 6 bc sau:

B1. Xc nh chi ph ph v cho nh gi.

B2. Xc nh cu th trng mc tiu.

B3. Phn tch hng ha v gi c ca i th cnh tranh.

B4. Xc nh nhim v cho gi

B5. La chn phng php gi ph hp


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B6. Xc nh mc gi cui cng.

2.3. Chin lc phn phi.

a. Khi nim chin lc phn phi v vai tr ca chin lc phn phi.

* Khi nim:

- Phn phi l mt h thng cc hot ng nhm chuyn mt sn phm,mt dch v hay mt gii php n ngi dng mt thi gian ti mt aim nht nh, vi mc ch tha mn ng nhu cu mong i ca cctrung gian hay ngi tiu dng cui cng.

- Knh phn phi l tp hp cc doanh nghip v c nhn c lp v phthuc ln nhau tham gia vo qu trnh a sn phm, dch v hay mt giiphp n tay ngi tiu dng ti mt thi im v mt a im nht nhv thc hin cc mc tiu ca doanh nghip trn th trng.

Chin lc phn phi l tp hp cc nguyn tc nh doanh nghip cth t mc tiu phn phi th trng mc tiu. Cc nguyn tc gm:Quyt nh lin quan n vic thit lp knh phn phi, la chn cc giiphp, thit lp mi lin h trong knh v mng li phn phi, v cc vn

lin quan n knh phn phi vt cht.

* Vai tr ca chin lc phn phi.

- Gp phn trong vic tha mn nhu cu ca th trng mc tiu, lm chosn phm sn sng c mt trn th trng, ng lc, ng ni i votiu dng.

- Gip doanh nghip lin kt hot ng sn xut ca mnh vi khch hng,trung gian v trin khai tip cc hot ng khc ca marketing.

- Gip doanh nghip to s khc bit cho thng hiu v tr thnh cng ccnh tranh.

- Cng vi cc chin lc khc ca Marketing mix thc hin ng b,gip doanh nghip t c cc mc tiu Marketing ra.


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b. Cu trc v cc dng vn ng chc nng ca knh phn phi.

* Cu trc:

- Cu trc knh phn phi sn phm tiu dng c nhn

Nh sn xut Ngi tiu dngKnh 0

Nh sn xut Bn l Ngi tiu dngKnh 1

Nh sn xut Bn s Bn l Ngi tiu dngKnh 2

Nh sn xut i l m gii Bn s Bn l Ngi tiu dngKnh 3

- Cu trc knh sn phm phn phi cng nghip.

Nh sn xutKnh A Ngi tiu dng

Nh sn xutKnh B Nh phn phi cng nghip Ngi tiu dng

Nh sn xutKnh Ci din ca nh SX Ngi tiu dng

hay chi nhnh bn hng

Nh sn xutKnhD i in ca nh SX Nh phn phi Ngi tiu dng

hay chi nhnh bn hng cng nghip

* Cc dng vn ng trong knh phn phi

Dng sn phm

Nh sn xut DN vn ti Nh bn s Nh bn l Ngi tiu dng

Dng s hu

Nh sn xut Nh bn s Nh bn l Ngi tiu dng

Dng m phn


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Nh sn xut Nh bn s Nh bn l Ngi tiu dng

Dng thng tin

Nh sn xut DN vn ti Nh bn s Nh bn l Ngi tiu dng

Dng xc tin

Nh sn xut i l QC Nh bn s Nh bn l Ngi tiu dng

* Chc nng ca knh phn ph.

-Thng tin: Thu thp v phn phi thng tin cn thit v mi trng, v khchhng hin ti v tim n, v cc i th cnh tranhGip cho doanh nghip raquyt nh thch hp.

- C ng kch thch tiu dng: Trin khai cc hot ng nhm xc tin tiu thsn phm n vi khch hng v cc trung gian.

- Tip xc thit lp mi quan h vi khch hng: Tm , thit lp mi quan h,

duy tr quan h vi khch hng hin ti v tim n.- Thch ng v hon thin sn phm: Cc thnh vin knh phn phi s gipiu chnh, hon thin v tng tnh thch ng ca sn phm.

- Thng lng m phn: Nhm thng lng v gi c v cc iu kin giaohng

- Lu thng: Vn chuyn v lu kho sn phm.

- Ti tr: Huy ng v s dng tin bc trang tr chi ph hot ng ca knh.

- San s ri ro: Chia s ri ro trong qu trnh phn phi sn phm nh s thayi th hiu ca ngi tiu dng, sn phm h hng trong khu vn chuyn vd tr.

c. Quyt nh la chn v qun tr knh phn phi


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* La chn knh phn phi

Khi la chn knh phn phi ta la chn vo:

- Cn c vo mc tiu phn phi.

- Cn c vo c imca th trng.

- Cn c vo sn phm.

- Cn c vo c im ca trung gian.

- Cn c vo nng lc ca doanh nghip.

- Cn c vo mun cnh tranh ca doanh nghip.

- Cn c vo c im ca mi trng.

* Quyt nh qun tr knh phn phi.

Qun tr knh phn phi c ngha rt quan trng i vi hiu qu hot ngphn phi. Qu trnh ny c thc hin qua cc bc sau:

- Tuyn chn thnh vin cho knh.

- ng vin khuyn khch cc thnh vin trong knh.

- nh gi cc thnh vin trong knh.

d.Cc quyt nh trong phn phi hng ha vt cht.

Cc quyt nh trong phn phi hng ha vt cht lin quan n cht lngphc v v chi ph trong qu trnh phn phi. Cc quyt nh trong phn phihng ha vt cht bao gm:

- Quyt nh x l n hng.

- Quyt nh kho bi d tr hng.

- Quyt nh lng hng d tr trong kho.

- Quyt nh vn ti hng ha.


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2.4. Chin lc xc tin (Chiu th).

a. Khi nim, vai tr v chc nng ca chiu th.

* Khi nim:

- Chiu th l hot ng chc nng thng tin ca doanh nghip.

- Chin lc chiu th l tp hp cc hot ng thng tin v sn phm, thnghiu, v t chc, cc bin php kch thch tiu th nhm t c mc tiutuyn truyn ca doanh nghip.

* Vai tr:

Chiu th c vai tr quan trng khng ch i vi doanh nghip m cn gipngi tiu dng v x hi nhiu li ch.

i vi doanh nghip

- L cng c cnh tranh gip doanh nghip xm nhp th trng v gi thphn.

- Gip ci thin doanh s, iu chnh nhu cu th trng, tm kim khch hng.

- Cng c truyn thng gii thiu sn phm doanh nghip v h tr cho chinlc nh v.

- To s thun tin cho phn phi, thit lp quan h v khuyn khch trung gianphn phi.

- Gip xy dng hnh nh tch cc ca doanh nghip i vi cc nhm cngchng, gii quyt nhng khng hong tin tc xu, to s kin thu ht ch

i vi ngi tiu dng

- Cung cp cho ngi tiu dng, gip tit kim thi gian v cng sc khi muasm.

- Cung cp kin thc gip ngi tiu dng nng cao nhn thc v sn phmtrn th trng.


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- Cung cp cc li ch kinh t cho ngi tiu dng.

- To p lc cnh tranh buc doanh nghip ci tin hot ng marketing nhmtha mn tt hn nhu cu ca ngi tiu dng.

i vi x hi

- H tr cho cc phng tin truyn thng nng cao cht lng chi ph phthnh cng nh a dng ha sn phm ca mnh phc v x hi tt hn.

- To cng vic cho nhiu ngi trong lnh vc sn xut v lnh vc lin quan,to ng lc cnh tranh.

- L yu t nh gi s nng ng v pht trin ca nn kinh t.

* Chc nng

- Thng tin: Gii thiu, thuyt phc, nhc nh.

- Kch thch: Khuyn khch ngi tiu dng, trung gian, nhn vin bn hng.

- Lin kt to quan h: Lin kt thit lp mi quan h gia nh sn xut,nhphn phi, ngi tiu dng v nhm cng chng.

b. Mt s yu t nh hng n chin lc xc tin- Loi sn phm kinh doanh v th trng.

- Mc sn sang ca ngi mua.

- Cc giai on trong chu k sng ca sn phm.

- S la chn chin lc (y hoc ko) ca doanh nghip.

c. Kinh ph dnh cho xc tin. xc nh kinh ph dnh cho xc tin ta phi:

- Xc nh phn trm trn doanh thu.

- Xc nh theo kh nng ti chnh.


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- Xc nh theo cnh tranh.

- Xc nh mc tiu nhim v thc hin.

d. Cc thnh phn trong hn hp xc tin.

Trong hn hp xc tin gm c thnh phn sau:

- Qung co

- Quan h cng chng v tuyn truyn.

- Khuyn mi.

- Bn hng c nhn.

- Marketing trc tip


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Chng II: Gii thiu v Cng

ty v sn phmI.S lc v cng ty Trung Nguyn.

1. S lc qu trnh hnh thnh v hot ng ca Cng ty TrungNguyn

Ra i vo gia nm 1996- Trung Nguyn l mt nhn hiu c phnon tr ca Vit nam, nhng nhanh chng to c uy tn v tr thnh

thng hiu quen thuc i vi ngi dng trong nc v quc t. Chtrong vng 10 nm, t mt hng c ph nh b nm gia th ph c phBun Ma Thut, Trung Nguyn tri dy thnh mt tp on hng mnhvi 6 cng ty thnh vin: Cng ty c phn Trung Nguyn, cng ty c phnc ph ha tan Trung Nguyn, cng ty TNHH c ph Trung Nguyn, cngty c phn v thng mi dch v G7, cng ty truyn thng v bn l NamVit v cng ty lin doanh Vietnam Global Gateway (VGG) vi cc ngnhngh chnh bao gm: sn xut, ch bin, kinh doanh tr, c ph; nhngquyn 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, kinhdoanh nhiu ngnh ngh a dng.

i tin phong trong vic p dng m hnh kinh doanh nhng quyn tiVit Nam. Hin nay, Trung Nguyn c mt mng li gn 1000 qunc ph nhng quyn trn c nc v 8 qun nc ngoi nh: M, Nht,Singapore, Thi Lan, Trung Quc, Ba Lan, Ukraina, Campuchia. Snphm c ph ha tan G7 c xut khu n 43 quc gia trn th giiv cc th trng trng im nh M, Trung Quc.

* Qu trnh hnh thnh v pht trin.

-Ngy 16/6/1996: Khi nghip ti Bun Ma Thut.

-Nm 1998: Trung Nguyn xut hin Tp. H Ch Minh bng cu khuhiu Mang li ngun cm hng sng to mi.


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-Nm 2000: Hin din ti H Ni v ln u tin nhng quyn thnghiu n Sigapore, Trung Nguyn l cng ty Vit Nam u tin p dng mhnh nhng quyn thng hiu trong nc v quc t.

-Nm 2001: Cng b cu khu hiu mi: Khi ngun sng to, c mtti tt c cc tnh thnh Vit Nam, tip tc nhng quyn thnh cng ti NhtBn, Thi Lan, Campuchia...

-Nm 2003: Ra i sn phm c ph ha tan G7 bng s kin th mi tiDinh Thng Nht (vi 89 % ngi tiu dng chn G7 l sn phm yu thchhn so vi 11% chn Nescafe).

Cng nghip ha hot ng sn xut. Khnh thnh nh my c ph rangxay 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.

-Nm 2005: t chng nhn EUREPGAP (Thc hnh nng nghip ttv Cht lng c ph ngon) ca th gii.

L thng hiu c ph Vit Nam duy nht c chn phc v ccnguyn th quc gia trong Hi ngh ASEM5 v Hi ngh APEC 2006.

a vo hot ng cc cng ty mi: G7 Mart, Truyn thng Nam Vit,

Vietnam Global Gate Way.

-Nm 2006: Khi ng d n Th ph c ph ton cu ti Bun MaThut

- Thng 12/2007: Kt hp cng UBND tnh k Lk t chc thnh cngTun l vn ha c ph ti 2 u cu ca t nc l H Ni v TP.HCM.

-Nm 2008: Khnh thnh Lng c ph Trung Nguyn ti Bun MaThut.

Khai trng Hi qun sng to Trung Nguyn ti H Ni, u t trn 40triu USD xy dng nh my ch bin c ph vi cng ngh hin i nht thgii ti Bun Ma Thut.


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-Nm 2009: Cc mc tiu ngn hn v di hn : Thng lnh th trngni a, chinh phc th trng th gii:

+ Dch chuyn t chiu rng sang chiu su

+ u t v ngnh

+ Pht trin h thng nhng quyn trong nc v quc t.

2. Tm nhn v s mng, gi tr ct li v nim tin

*Tm nhn v s mng

Tm nhn: Tr thnh mt tp on thc y s tri dy ca nn kinh tVit Nam, gi vng s t ch v kinh t quc gia v khi dy, chng minh chomt kht vng i Vit khm ph v chinh phc.

S mng: Kt ni v pht trin nhng ngi yu v am m c ph trnton th gii.

*Gi tr ct li v nim tin

Ga tr ct li:

-Kht vng ln-Tinh thn quc gia, tinh thn quc t.

-Khng ngng sng to, t ph.

-Thc thi tt.

-To gi tr v pht trin bn vng.

Gi tr nim tin:-C ph lm cho th gii tt p hn.

-C ph l nng lng cho nn kinh t tri thc.

-C ph em li s sng to, hi ha v pht trin bn vng cho nhnloi.


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3. Ngun nhn lc

Hin nay, tp on Trung Nguyn c khong gn 2000 nhn vin lmvic cho cng ty c phn Trung Nguyn (TP.HCM), cng ty c phn c phTrung Nguyn (BMT), cng ty c phn TM & DV G7, nh my c ph TrungNguyn (Bun Ma Thut), nh my c ph ha tan Trung Nguyn (BnhDng) chi nhnh Trung Nguyn Cn Th, Bun Ma Thut, Nng, H Ni,Chi nhnh Trung Nguyn ti Singapore. Ngoi ra, Trung Nguyn cn gin tipto cng n vic lm cho hn 15.000 lao ng qua h thng qun c phnhng quyn trn c nc.

i ng qun l ca tp on Trung Nguyn hu ht l nhng ngi tr,c o to bi bn, cng vi cc chuyn gia t vn c kinh nghim lm victrong cc tp on nc ngoi.Mt i ng cc chuyn gia, t vn chin lchng u th gii, ang cng Trung Nguyn hoch nh cho mc tiu chinhphc th trng th gii.

4. Ngun vn kinh doanh.

Thng 5/2005 Trung Nguyn a vo s dng nh my ch bin c

ph rang xay ti Bun Ma Thut vi kinh ph u t hn 10 triu USD. Viclin tc y mnh qui m hot ng sn xut ny a sn phm cph Trung Nguyn c mt trn th trng ca 43 quc gia, trong c ph hotan G7 cng xut hin ti 20 nc nh M, Nht, Nga

Ngy 2/11/2005 Trung Nguyn a vo hot ng Nh my c ph hotan G7 ti KCN Tn ng Hip A - Bnh Dng. y l nh my c cng sutsn xut c ph ho tan ln nht Vit Nam hin nay: 3000 tn/nm vi tng chiph u t trn 10 triu USD. Ton b dy chuyn thit b, cng ngh ca nhmy c sn xut, chuyn giao trc tip t FEA s.r.l, cng ty hng u trong

ngnh ch to thit b ch bin thc phm v c ph ho tan ca .

Ngy 9/6/2009, Trung Nguyn chnh thc khi cng xy dng nh mysn xut c ph vi cng ngh hin i nht th gii ti kLk.

Mt nh my ch bin c ph c u t vi tng s vn u t hn 40triu USD, xy dng trn din tch 27.000m2 v c chia lm 2 giai on.


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- Giai on 1, u t gn 20 triu USD cho cng tc xy dng c s htng, cc h thng vn hnh c bn.

- Giai on 2, s tip tc u t ton b ngun vn u t cn li cho

vic mua sm cc h thng trang thit b vn hnh, my mc cng ngh theotiu chun hin i nht th gii, ng thi xy dng m rng nh my thm50.000m2.

D kin cng sut thit k nh my t hn 60.000 tn c ph ch binmi nm v theo k hoch, sau 18 thng nh my s c hon tt, a vohot ng vn hnh chnh thc.

Song song vi vic u t xy dng nh my, Trung Nguyn cng ang

tin hnh xy dng Qu Trung Nguyn h tr nng dn trng c ph v Phttrin cy c ph bn vng, (tn vit tt ting Anh TrungNguyen Coffee Foun),vi ngun vn hat ng ban u l 15 t ng/nm.

5. Cc mt hng c ph.

C ph Trung Nguyn chia lm 3 loi sn phm: Sn phm cao cp,trung cp v thng thng.

Sn phm cao cp, vi cc loi:

- Weasel(250g): Sn lng c ph Chn trn ton th gii ch khong200kg/nm, v th, c ph Chn l loi c sn qu him v t gi nht thgii.- Diamond Collection(250g) vi nm hng v khc nhau.

- Legendee (250gr & 500gr): Cng ngh men sinh hc c o

- Classic Blend(lon 425g): Hng thm lu v quyn r, nc pha mu

nu nht.Sn phm trung cp:

-Passiona (gi 250g) thm nh nhng, thnh phn caffeine thp.

- C gourmet blent(250g - 500g): v m vi nc pha mu nu snh


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-House blend(250g & 500g): Hng thm nng, v m hn vinc pha mu nu snh.

- C ph ch phin

- Ht rang xay (11 loi)

Sn phm ph thng:

T nhng ht c ph Arabica, Robusta, Catimor, Excelsa, cc loi: Nu Sc sng (Loi 1), I Kht vng (Loi 2), S Chinh phc (Loi 3).

C ph ha tan G7 3 in 1: Khu v v hng thm m ,G7Cappuccino c cht lc tinh ty t nhng ht c ph ngon nhtBun Ma

Thut kt hp bt kem v cc nguyn liu cao cp khc, hng v nng nn caht d v c ph ho hng ca vng t Bun Ma Thut. C 3 hng v:Hazelnut, Irish Cream v Mocha.

C ph ha tanG7 2 in1:(c ph v ng), cc loi: Lucky, Hero, Win,Victory.

II. Cc sn phm c ph ha tan G7

G7 khng ch l mt sn phm, mt thng hiu c ph ho tan m G7

cn l mt minh chng cho mt kht vng ln, mt li t duy t ph, s snsng i u v cnh tranh trc tip vi cc thng hiu n t cc cng ty aquc gia bng chnh tinh thn qut khi cng s thng minh v mu tr cangi Vit mi.

Sn phm c ph ho tan G7 chnh l s hi t ca nhng g tt nht, cbit nht ca th gii. C ph c thu mua t nhng vng nguyn liu ttnht, cng ngh sn xut hin i bc nht th gii kt hp vi nhng b quytpha 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 phntinh ty nht ch c trong tng ht c ph cho ra i sn phm c ph ha tanvi 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 ha tan G7 m khng mt snphm m c ph ha tan no trn th trng c c.


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1. C ph ha tan G7 2in1.

Mnh cha , phi ng gu

G7 2in1 mang hng v m , mnh m ca c ph rang xay, vng gungi Vit. C ph G7 2in1 ( c ph v ng) em n cho ngithng thc mt ly c ph en thm ngon mnh m tc th.

Sn phm : - Dy 10 sachets * 16g

- Hp 15 sachets *16g

2. C ph ha tan G7 3in1

Khi khng thi gian cho c ph rang xay Trung Nguyn, s la chn ttnht chnh l c ph ha tan G7. c ch bin t ngun nguyn liu tt nhtvi cng ngh hin i v b quyt chit xut c bit, C ph ha tan G7 chng v khc bit, m c v quyn r, ng gu thng thc c ph VitNam.

G7 3in1 C ph ha tan s 1 Th thit t Bun Ma Thut. (C cgp 2 ln)

Cht lc tinh ty t nhng ht c ph ngon nht Bun Ma Thut kt hp

b quyt ch bin khc bit gip c c gp hai ln, c ph G7 3in1 c khu vv hng thm m m khng mt loi c ph ha 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


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3. C ph G7 ha tan en

Khi khng c thi gian cho ly c ph rang xay Trung Nguyn, G7 hatan en (khng ng) chnh l la chn tt nht c mt ly c ph en mnhm, m v thm ngon mt cch nhanh chng, tin li.

Sn phm: Hp 15 sachets * 2g

4. C ph ha tan G7 Camppuccino

G7 Cappuccino c cht lc tinh ty t nhng ht c ph ngon nhtkt hpbt kem v cc nguyn liu cao cp khc, cng vi bquyt c o ca TrungNguyn, mang n nhng ngi am m c ph mt loi c ph ha tanCappuccino c pha ch theo phong cch .

Nhng ngi am m c ph Cappuccino nay c thm mt la chn: ViG7 Cappuccino, khng cn phi n qun vn c ngay 1 tch c ph ha tanCappuccino mi lc mi ni, rt tin li.

C 3 hng v bn la chn: Hazelnut, Irish Cream v Mocha. Bun Ma

Thut.

* G7 Cappuccino Hazelnut.

G7 Cappuccino Hazelnut nh nhng, quyn r l s ha quyn c ohng v nng nn ca ht d v c ph ho hng ca vng t Bun M Thuttheo b quyt ch bin c o ca Trung Nguyn.

* G7 Cappuccino Irish Cream.

Mi ru Liqueur thong nh, v kem thm ngt ngo ha cng vi tinh chtc ph ti. G7 mang n cho bn mt tch c ph ha tan Cappuccino hngIrish Cream y m say v khm ph.

* G7 cappuccino Mocha.G7 cappuccino Mocha, s kt hp tinh t giahng v Socola m v tinh cht ca nhng ht c ph thm ngon to rasn phm G7 cappuccino hng Mocha nng nn v y c tnh.


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Chng III: Phn tch chin lc 4P ca sn phm

im mnh im yu.I. Sn phm c ph ha tan G7

1. L do hnh thnh sn phm

7 nm v trc, vo nm 2003, sn phm c ph ha tan Nescaf caTp on Nestl chim 55,95% th phn c ph ha tan ti th trng Vit Nam.Thi y, nhc n Nescaf, nhiu ngi v sn phm ng ngha vi s

snh i ,cn chuyn Nescaf ung c ngon hay khng li l chuyn khc.Ngi tiu dng Vit by lu nay vn d thch chn nhng gi tr bao b hn lgi tr ct li n su bn trong cht lng sn phm... Nescaf khuynh o thtrng c ph ng gi ngay ti t nc m sn lng xut khu c ph xp vtr th 2 th gii, ch sau vng quc c ph Brazil l iu m chnh Tp onNestl cng bt ng.

Sau Nescaf, Vinacaf chim v tr th 2 vi 38,45% th phn. Mt phn nhth phn c ph ha tan cn li dnh cho cc loi c ph ha tan nhp khu vt nhng doanh nghip trong nc khc.

Mt iu m t ngi tiu dng bit c chnh l cc sn phm ca Tp onNestl u c chun ha tun th theo mt cng thc nht nh. iu nyng ngha vi vic tnh c trng cho hng v c ph tng vng min l honton khng c. Mt ngi Vit ngi va h, trong mt khch sn sang trnghoc mt ngi M ang ngi ti New York cng lc ung mt ly c ph hatan Nescaf, h s cng c thng thc mt hng v chung. Ban u, ctng l snh i. Tuy nhin, khi tch c ph ra khi c trng vng minv p buc n phi thng nht hng v trn ton th gii th v tnh,

Nescaf tc mt mt phn quyn th hng ca ngi tiu dng.

V chc chn rng, hn 50% ngi tiu dng Vit Nam s phi ung th thcung c hng v chung ton cu l Nescaf, nu nh khng c s xut hinca c ph ha tan G7 - Trung Nguyn. Sn phm c ph ha tan G7 s l mthng tin phong cho cuc chin ginh li th trng c ph ha tan ti VitNam. Mt cuc chin cha tng c trong tin l kinh doanh nc ta, mt


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thng hiu Vit li khi mo trc trong cuc i u vi mt tp on thcung khng l l Nestl.

Mt i din ca Trung Nguyn tng pht biu rng :Khng l, mt ncxut khu c ph hng u th gii nh nc ta li ch ng vai tr xut khunguyn liu th, cn ming bnh th trng th cho cc tp on nc ngoin cho tng phn khc nh v chp nhn. l mt nghch l. iu quantrng hn c, G7 quyt tm ly li th trng t tay Nescaf l bi t thc vnguyn kh ca dn tc mnh.

S c ngi cho rng tuyn b ca i din ca Trung Nguyn l khoa trng,nhng chng ta hy tin vo li tuyn b y nhit huyt . By lu, ngiVit vn duy tr thi quen snh ngoi v tun th theo s dn d ca cc tpon quc t. Chnh v hai iu kin nguy him ny, khin cho phn li ca cc

tp on ny ngy cng nhi. Trong lc, sn phm Vit li nm ng ngaytrn sn nh. M sn phm ca h so vi cc sn phm ca Vit Nam, th chachc cht lng ca sn phm Vit s thua km. Vi mt s mt hng tiudng, sn phm ca Vit Nam cn c cht lng tt hn. Ci thiu ca snphm Vit chng qua ch l(...) n khng phi l ngoi.

Kt qu, ch t thng 11/2003 n thng 1/2004 tc l sau khong 3 thng asn phm c ph ha tan G7 ra th trng,Trung Nguyn nhanh chng chim35% th phn c ph ha tan ti Vit Nam, khin ng ln Nescaf lo lng n

mc cng thng. Hng lot Chng trnh khuyn mi c gi tr cao cNescaf a ra nh ngi tiu dng, nh Ung Nescaf trng xe hiVitara,... ri bui pht c ph min ph rm r theo ng kiu trong nh ngoiph u u cng c Nescaf min ph.

Gi thnh ban u ca sn phm c ph ha tan G7 l thp hn so vi gi thnhtrn mi sn phm ca Nescaf. Tuy nhin, vi chin lc kinh doanh theokiu ung c ph min ph v ung c ph trng xe hi trong thi giandi, th gi thnh thc ca Nescaf thp hn so vi sn phm c ph ha tanca G7. Cng nh cc tp on ln ca nc ngoi khc, chin lc a thch

nht ca cc tp on ny trong cuc chin vi nh sn xut trong nc l lytin cht... sn phm quc ni.

Vi nhng g t c, Trung Nguyn quyt nh tung ra th trng snphm c ha tan G7. p ng c s a dng vgu c ph ca ngi


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tiu dng v cng hon thin hn dng sn phm tin phong c ph ha tanG7.

2. Mc tiu ca sn phm

Chng ta thng hay khm phc ch ca ngi Nht, tinh thn st cangi Hn, thn phc phng php ca o quc nh b Singapore, ca ngitinh thn cng dn s 1 ca ngi M v gi y li tn dng s tri dy cangi Trung Quc H cng ch l ngi, ch u phi thn thnh. H lmc th chng ta cng s lm c.

Chic ng h tinh xo gip Thy S ni danh; a hoa Tuylp nh b cng gpphn khin H Lan tr thnh huyn thoi. Vit Nam l mt cng quc c phth hai ca th gii, giu ti nguyn v nhiu tim nngVy ti sao chng ta

phi ci mnh cam chu?

V hm nay:Tht l phc tp, cu k, ngc nhin v cng tinh t hn ngi tatng, k c nhng ngi snh iu nht, rng trong ly c ph Trung Nguynm h thng thc khng ch c c ph. l nhng g ngi tiu dng nhnnh sn phm c ph ha tan G7.

C ph ha tan G7 ra i vi mc tiu hon thin dng sn phm tr danh caTrung Nguyn. Khng ch vy c ph ha tan G7 cn mang trong mnh mt

mc tiu quan trng khc l:-Thng lnh th trng ni a, chinh phc th trng th gii.

-Tng kh nng cnh tranh vi cc thng hiu khc trn th trng.

-Tng hiu qu kinh doanh cho dng sn phm c ph ha tan G7.

-Khng nh c kht vng dn tc.

Vi thng ip Git ng i ngn, cho cuc sng thm nng nn, mc tiuca c ph ha tan G7 trong nm 201l l bn c 3000tn.

II. Chin lc Marketing

Trc khi sn phm c ph ha tan G7 ca Trung Nguyn ra i c nhiusn phm c ph ha tan khc trn th trng nh: Nescafe, VinaCafe, Trong


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Nescafe ang l sn phm dn u th trng v c ph ha tan. iu ny cngha Nescafe s l mt i th ng gm ca c ph ha tan G7.

Trung Nguyn t lu c trit l kinh doanh dn tc tnh vi khao khtkhng nh sc mnh ca thng hiu ni a, mt cch cng khai v mnh m.Do vy Trung Nguyn khng ch s dng nhng chin lc Marketing thngthng gii thiu sn phm mi m cn mang trong mnh trng trch camt dng sn phm mang m bn cht Vit. Trung Nguyn chp nhn vai trtin phong khch l tm th mi ca cc doanh nghip Vit Nam trong vicgim cnh tranh trc tip vi cc thng hiu Quc t - iu m trc trongmi trng kinh doanh Vit Nam cn him thy. Trong nhiu hot ng truynthng Trung Nguyn khng ngn ngi cng khai thng ip ny.

Mun ng vng trn th trng Trung Nguyn c nhng hot ng nghin

cu d bo nhm o lng, c tnh v d on th trng cng nh trongtng tai, cn phi c nhng d bo chnh xc v tim nng th trng nhmu t ng hng v thu c hiu qu cao.

Trung Nguyn c mt b phn Marketing hot ng c lp, to iu kin chocc hot ng Marketing c hiu qu hn.

-Gi c: gi c l bin s quan trng trong chnh sch Marketing,.

-Phn phi: knh phn phi ca Trung Nguyn ch yu thc hin qua trunggian. Trung Nguyn b tr phn phi tng khu vc th trng, tng giaion khc nhau. V phi to mi quan h tt vi cc trung gian phn phi. Btr knh phn phi hp l cho sn phm v c s phi hp gia cc knh.

-Xc tin: Trung Nguyn a ra cc hot ng xc tin ph hp vi tngthi k. Tng cng cng tc tip th, lm tt cng tc tuyn truyn qung co.

1. Chin lc sn phm v bin php nng cao v tr ca snphm.

1.1 Quyt nh la chn bao b

ng ng L Nguyn V ng ch ca Trung Nguyn tng ni: bao b lmt ngi bn hng im lng m hiu qu.


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C ph ha tan G7 cng ging nh nhng sn phm c ph khc vi nhng ctnh m bn cht Trung Nguyn.

Ngy nay, cc doanh nghip rt ch trng n mu m bao b sn phm, lmt yu t quan trng thu ht ngi tiu dng. Trc khi a ra mu mbao b cho sn phm ny Trung Nguyn rt thc hin nhiu cuc kho stmc nhn xt ca ngi tiu dng i vi cc sn phm hin c trn thtrng.

T cuc kho st Trung Nguyn a ra mu m bao b mi cho sn phm cph 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 snphm ca TrungNguyn khi ra i phi thun Vit, dng ch C ph BunMa 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 kchthc 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 cph n t u-M vi cng thc: Nguyn liu tt + cng ngh cao + mt s


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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 thgii: nguyn liu tt + cng ngh cao + b quyt phng ng + quan immi v c ph.

Ni v nguyn liu, Trung Nguyn chn lc 4 vng nguyn liu ngon nht thgii: ht c ph Robusta Bun Ma Thut ni ting nht Vit Nam, c nhgi l ngon nht th gii vi khu v mnh m, m hng v c ph nguyngc n t vng t qu hng ca c ph Ethiopia.

Ht Arabica thm ngon y quyn r ca vng t Jamaica; Thng hiu niting ca c ph xut khu hng u th gii Brazil Tt c c hi t, chtlc 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 phngng l nhng nt c o ch c Trung Nguyn. Bi Trung Nguyn ccc tp on hng u th gii chuyn giao cng ngh, thn thin vi mitrng. Cn b quyt phng ng chnh l s phi trn cc nguyn liu thodc qu him, nhng ngun nng lng c bit t qu v cc cht ph giac 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 trno, 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 nhmu 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 thayi. C ph c kh nng gip khi ng tr no, duy tr thng xuyn s tnhto s l ngun nng lng mi cho kh nng t duy ca con ngi v cho mtnn kinh t sng to ca tng lai. Nhiu v nhn trn th gii cng tng lnhng tn c ph nh Balzac, Napolon, Sebastian Bach Napolon tngc cu ni ni ting: Chnh tr m khng c c ph th chnh tr ch c mi m

khng c v.

2. Chin lc gi

2.1 Chnh sch gi ca cng ty


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Gi c l mt yu t quan trng trong h thng Marketing mix, n phn nhcht lng ca sn phm cng nh doanh thu ca cng ty. Nhn thc c ium, trong chnh sch gi ca mnh Trung Nguyn lun coi trng vic gim chiph 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 cngty.

gim gi thnh sn phm cng ty c nhng chnh sch thit thc chokhu sn xut v qun l kinh doanh nh:

-Trung Nguyn u t vo dy chuyn cng ngh tng nng sut lao ng,cht lng sn phm.

-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 sutv cht lng sn phm.

-C nhng chnh sch o to, bi dng nng cao nghip v kinh doanh, qunl, cng nh chnh sch mm gio trong gi c thu ht thm khch hng vtng tnh cnh tranh.

-Trung Nguyn cng c nhng chnh sch gi u i, phn bit i vi tngnhm khch hng. i vi nhng khch hng trung gian Trung Nguyn cngc nhng iu khon v ti chnh hp l, nhm to s rng buc gia TrungNguyn v nhng khch hng trung gian.

Gi c trn s thay i ph hp ty theo s bin ng ca th trng, xu hngtiu dng v i th cnh tranh trong tng lai.

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 ith cnh tranh.

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.

V sau y l chnh sch gi ca Trung Nguyn i vi sn phm mi c phha tan G7

AVC = 2400/sp


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TFC = 36 t ng

Q = 360 triu sp

Li nhun mong mun ca tp on: 20% (trn chi ph)

Li nhun ca nh bn l:16,5% (trn chi ph).

AC = AVC + TFC/Q =2500/sp

Gi bn ca doanh nghip:

P = AC . (1 + m ) = 3000/sp

Gi bn ca nh bn l:

P = 3000 . (1+ 0,165) = 3500/sp

2.2 Mt s hnh nh minh ha ca sn phm.

Hnh nh v gi (vatgia.com ngy22/5/2011)

C ph ha tan en G7(15*2gam) 15.500VND


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

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


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

3. Chin lc phn phi.

3.1 S phn phi sn phm.

Hin ti vi 10 cng ty thnh vin, Trung Nguyn c tham vng tr thnh nhcung cp, phn phi ln ca Vit Nam. Vi mt hng chnh l c ph, TrungNguyn tn dng c nhng hnh thc phn phi truyn thng v hin i t c kt qu ln nht.


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C ph G7Franchise Truyn thng

Qun c ph

i l bn s

i l bn l

Khch hng tiu dng

H thng siu th

Khch hng tiu dng


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S phn phi sn phm

Trong s t chc knh phn phi c ph ha tan G7 trn , ta thy hin tiTrung Nguyn s dng mt h thng a knh trong vic thc hin a snphm ca mnh n tay ngi tiu dng. Bn cnh vic pht huy ti a chc nngca n, h thng phn phi trn cn th hin c tm nhn chin lc ca TrungNguyn i vi sn phm c ph ha tan G7 m c trong ngnh phn phi camnh. Trong cc sn phm c ph ha tan G7 c quan tm v ch trng nhttrong h thng phn phi ny.

duy tr h thng phn phi trn, cng nh m bo cho qu trnh hot ngca ton b cng ty hiu qu ni chung,cc sn phm c ph ha tan G7 ni ring,

Trung Nguyn thit lp 5 chi nhnh ti cc a im sau: H Ni, Nng, TPH Ch Minh (headquarter), Lm Dong, Can Tho ng, Cn Th.

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 trnkhp t nc Vit Nam v 8 qun nc ngoi nh: M, Nht, Singapore, ThiLan, Trung Quc, Campuchia, Ba Lan, Ukraina.

- y l knh phn phi dc.

Trung gian phn phi truyn thng:

- Trong knh c 3 cp a sn phm n tay ngi tiu dng: nh bn s ( nhphn phi), nh bn l ( im bn hng v ca hng bn l: tim tp ha) v ngitiu dng

- Knh phn phi truyn thng

Con s c cp nht nm 2006, Trung Nguyn hin 3 nh my sn xut c phtrn ton Vit Nam, 121 nh phn phi c quyn, 7.000 im bn hng v59.000 ca hng bn l sn phm Bulgaria, US, Mexico, China, Australia ).

- Nh my sn xut:


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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 gnnh. - Chnh v vy, nhng G7 mart thng c dn dng vi quy m nh nh 1ca hng tp ha v nm len li gia cc con hm. Tuy nhin, G7 mart li khcphc c nhc im ca hnh thc phn phi truyn thng l cc ca hng tpha khi nh gi bn thp, ng nht, bo m ging nh 1 siu th v ng dngIT trong qu trnh qun l.

- Vic ra i h thng G7 mart th hin tm nhn chin lc v tham vng munginh 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 dccho h thng phn phi ca mnh.Dng lu chuyn trong knh phn phi


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Vic phn phi hng cng s khng theo li c. Nu nh trc kia mi nh snxut li c cc knh phn phi ring, th gi y cc trung tm phn phi G7 s lu mi cung cp hng ha cho ton b h thng phn phi G7Mart bao gm ccca 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 cli bi gi thnh sn phm s gim. V lu di, theo cch thc ny, tt c snphm v dch v tiu dng s c lun chuyn trn mt h thng, to ra schuyn nghip ha cao.

4. Chin lc xc tin.

4.1 Qung co, truyn thng

Thng ip truyn thng ca sn phm: Git ng i ngn, cho cuc sngthm nng nn

Vi sn phm mi ny Trung Nguyn mnh dn p dng cc phng thctruyn thng mi m thu ht s ch ca ngi tiu dng.

Vi Trung Nguyn ai cng c th s dng sn phm nhng vi Trung Nguyn

khi tung bt k mt sn phm no ra th trng Trung Nguyn u nhm nmt i tng khch hng mc tiu, v mc tiu ca c ph ha tan G7 lngi dng c gu c ph c.

S dng m nhc cho h thng qun c ph nhng quyn ca Trung Nguyn to mt phong cch thng thc c ph Trung Nguyn tht mi m v ntng. m nhc l mt mn n tinh thn khng th thiu ca con ngi, cn cph l mt thc ung tuyt vi thng thc, s rt hiu qu l mong ica Trung Nguyn khi p dng phng thc ny.

Chn mua mt bi ht bn quyn ph hp vi gi tr ch o m Trung Nguynmun gi gm trong sn phm mi ny, v a vo qung co, on qung cos c pht trn truyn hnh vo cc khung gi vng, bi ht s tr thnhlinh hn cho sn phm v gy n tng cho ngi xem qung co.

Khai thc qung co min ph trn cc mng x hi o nh Facebook, Youtube.


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In qung co bng cc poster, banner rng ri trn th trng, lin h qung coti cc siu th, trung tm thng mi.

Ti tr cho cc cuc thi, hi ngh qung b sn phm.

Trung Nguyn c nhng Chng trnh khuyn mi va ph hp cho tng giaion va ph hp cho chin dch lu di.

Theo thng tin t C ph Trung Nguyn, n v ny quyt nh u t 15 tng cho L hi c ph Bun M Thut 2011. y l mt trong nhng n lcnhm bin nguyn vng a Bun Ma Thut thnh th ph c ph th gii.

Qung co trn cc n phm trong v ngoi nc nh: Tip th v gia nh, Tpch truyn hnh, Ngi p Vit Nam

III. im mnh, yu ca chin lc marketing mix ca snphm.

1. im mnh

-Xy dng thnh cng thng hiu v chim c tnh cm ca ngi tiudng nh chin lc xc tin (cng tc quan h cng chng PRPR- PublicRelations ca cng ty.

-Trung Nguyn thu ht s quan tm ca gii bo ch n Trung Nguyn? Tmu bazan ca vng t cao nguyn n m iu du dng ca slogan khingun sng to, t kinh nghim qun l ca Ban GimcTrung Nguyn nb mt ca k thut rang xay cafe... Song nguyn nhn trc tip v r rng nhtdn 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 homang m bn sc ca ngi Nam B. Cc qun c ph l im hn thngxuyn 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 VitNam u tin c xy dng v qun l mt cch bi bn trn th trng cph Vit Nam.
http://www.lehoicaphe.com/http://www.lehoicaphe.com/


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-Phngthc kinh doanh nhng quyn. TrungNguyn l thng hiu VitNam u tin thc hin chin lc nhng quyn thng hiu ti Vit Nam vvn ra th gii.Chnh hai ch u tin to nn cn st cc bi vitv Trung Nguyn

- Tn dng s thnh cng ca thng hiu c ph phin Trung nguyn, mtthng hiu thnh cng ko theo mt thng hiu mi.

- H thng knh phn phi snh c trn mi min t nc, v th trong mtthi 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,NgiVit 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 nhti, n gin bi hai ch Trung Nguyn tr nn quen thuc. Khi s quenthuc xut hin, cng l lc tnh hin tng khng cn.

-Trung Nguyn ang tr nn khng ng nhtv nhiu mt. C th thy r skhc 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 chnhlch rt ln.

Trung Nguyn ang s dng chin lc khc bit ho v gi, ngha l khchno gi y. Mc tiu ca chin lc ny l ti a ho li nhun. Song iu nykhng 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 chring, ch cc qun c ph nhng quyn ca Trung Nguyn t thay i gic, hnh thc v cnh tranh vi chnh cc qun c nhng quyn khc.Schnh lch trn gy tc hi rt ln cho qu trnh nh v hnh nh TrungNguyn trong tm tr khch hng.


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-Trung Nguyn b tt li ng sau nhng thnh cng vn c ca h. Do s dngm hnh nhng quyn khng ton din (tc l bn nhng quyn l ch th shu thng hiu/sn phm/dch v thng khng n lc kim sot cht chhot ng ca bn nhn quyn v thu nh p ca bn nhng quyn ch yu t

vic bn sn phm hay dch v, v bn nhng quyn thng c nh mrng 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 bvt 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 TrungNguyn 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 nguyn.


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Chng IV: Kin ngh hon thinChin lc pht trin ca cng ty, ng ng L Nguyn V ni: Trung Nguynmi 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. Bccui cng l i n ton cu. Hai bc thang gia l b mt kinh doanh nn chatit 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 caTrung Nguyn trn th trng ni a, thi gian qua t c nhiu bc ph,nhng vn cn nhng ht sn trong h thng Marketing.

Vi phn phn tch Chng III, nhm sut mt s kin ngh nh sau

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 rngh thng phn phi mt cch tt hn?

Cn i tht thng minh gi hai yu t. Mt l nhng gi tr, quyn li vt chttrc mt. Hai l nhng gi tr mang tnh tinh thn, tnh cng ng v c tmxa.


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Nu ch quan tm n yu t th nht m b qua yu t th hai, Trung Nguynch thng c trong ngn hn.

C bn vn Trung Nguyn nn lm chim c hay chim li th phntrong nc, khi ngy cng nhiu i th cnh tranh:

-Trung Nguyn cam kt vi ngi tiu dng cht lng sn phm lun nghng u.

-Hng ha ca Trung Nguyn phi n gn tay ngi tiu dng nht v mt vtl, 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 choi 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 vngi c th phn v nim tin ni ngi Vit. Ct li ca tinh thn c ph lp ng s kt ni si dy lin kt chung c ph, s sng to, thnh vngtrong ha bnh, ng thi l biu tng ca nh hng nhu cu pht trin bnvng, 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 quynkhng c ngha c l l hnh nh thng hiu ca mnh, Trung Nguyn cnsit cht hn cc quy nh i vi h thng nhng quyn ca mnh, cc qunc ph nhng quyn phi cam kt lm theo nhng quy nh y, nhm to cs ng nht v hnh thc qun, cung cch phc v, pha ch, gi c khincc khch hng d n bt c qun no ca Trung Nguyn u cm nhn cs 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 ttc.

3.Trung Nguyn cn nhng ngun lc mi, tinh thn mi


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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 lchng 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 thgii nh Vit Nam, v din trnh cch mng ca cy c ph s l ngun cmhng, l ng lc, l nim tin cc nc th gii th hai, th gii th ba vnln 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 linquan: Nng dn trng c ph, doanh nghip ch bin v kinh doanh, ngnh cph Vit Nam v th gii, cc ngnh du lch, thng mi, ti chnh,.. cho nnhng 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 ccyu t khc trong chin lc tip th ca doanh nghip. V vy, cc doanhnghip cn c mt chin lc mi tip cn th trng, l thc hin quntr knh phn phi, y l mt xch quan trng nht c th mang li li chcho tt c i tc tham gia trong knh.

Rt kh to ra nhng thay i mnh m trong h thng knh phn phi. Mc ds pht trin ca cng ngh c th gip tip cn khch hng d dng hn, thchin cc giao dch nhanh chng hn v qui trnh kinh doanh gn kt hn, thvn 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 ymnh 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 snphm khc, qun l vin cn a ra tng xy dng Chng trnh khuynkhch, 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 khngphi 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


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thnh vin u c hng li v khng c thnh vin no b o thi ra khih thng

-To ra cc thay i ca knh phn phi. y l mt thch thc ln song cngl c hi. Thay i s to ra li ch trong di hn, ch khng th ngay lp tcmang li li ch cho doanh nghip.

-Nh qun tr knh cn thng xuyn hng dn v nh hng thit k knhphn phi, thc hin qun l knh nhm p ng nhu cu ca khch hng vto ra li nhun cho cc i tc

7.Cn thng tho vi cc siu th sn phm Trung Nguyn c th c chng 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 slung nhiu) v hnh thc qun cng cn chnh trang theo phong cch TrungNguyn, ngay t xa khch hng c th nhn ra l ca hng ca TrungNguyn.

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 hthng qun l v hu cn vng mnh vn hnh h thng; sp xp cc ngnhhng nhm pht huy nng lc hot ng ca tng nh phn phi; hp sc vinh sn xut kh nng giao hng v lu kho.

11. Pht trin ngun nhn lc cht lng, h thng IT m bo cht lngdch v ca cng ty

II. V pha nh nc

1.Lnh o ng v Chnh ph cn a ra ch trng pht trin v hin thcha cc tng d n, vi chnh sch ring cho nn kinh t vng sinh thik Lk. tm c v quy m ca li ch quc gia, d n tng th cn cs qun l v iu hnh trc tip t Chnh ph c th em li nhng li chti a v vng bn.


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2.To c ch v chnh sch h tr cc ngun lc

Nhm thc y khi ng u t - hp tc trin khai trn phm vi hnh mu dn ngay t giai on ng gi tng v chun b nghin cu kh thi.

3.a ra quyt sch vi ch chnh tr v s pht trin kinh t vng.

Vi t cch b phn quan trng ca quc gia, khng nh trng tm pht trinkinh t xanh k Lk, nht qun nh hng pht trin, v tin ti giai onQuy hoch tng th vng, t ra tm nhn kinh t bn vng, tp hp cc gi trct li cng nh chin lc tp hp, khai thc ngun lc trong nc quc tcho quy hoch ny

4.Tng kh nng cnh tranh cho cc nh bn l trong h thng knh phn

phi.

Hin mt s tp on bn l hng u th gii vi tim lc v ti chnh vphng php qun l hin i, n Vit Nam.

Trc sc p m ca, cc doanh nghip trong nc cng lin kt nhau linhm nng cao th v lc. i tin phong trong chin lc ny l bn nh phnphi hng u Vit Nam: Tng cng ty thng mi Si Gn, Tng cng tythng mi H Ni, Lin hip HTX thng mi TP. H Ch Minh v Cng tyTNHH Ph Thi gp vn thnh lp Cng ty c phn u t v pht trin h

thng phn phi (VDA) vi mc tiu tr thnh tp on hng u ca VitNam trong lnh vc phn phi v logistics.

Lc ny, mi lo mt th phn phn phi hng ho ni a khng phi l iukh hiu. Tuy nhin, cc doanh nghip nc ngoi cng cn phi c mt vinm hon thin h tng, nghin cu th trng, tm hiu i th trc khic th thc s chng t u th.

Trong thi im ny, gii php hng u l Nh nc cn:

-T chc v tng cng qun l i vi h thng bn l, nht l cc doanhnghip sn xut, kinh doanh ln v phn phi ln. Cn pht huy vai tr ch lcca DNNN, sm hnh thnh mng li phn phi hp l, thng sut trn phmvi c nc, tng bc chim lnh a bn trng yu.


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-Cn xy dng c ch, chnh sch cc doanh nghip quc doanh v dndoanh cng tham gia cnh tranh cung ng hng ha n ngi tiu dngvi mc gi hp l nht.

-Nh nc cng cn to c ch cc doanh nghip bn l trong nc c tai, c vn m rng chui bn l theo quy hoch.

- Nh nc thay v tm bin php t chc li h thng phn phi bn l thphi c nhng quyt sch u i v u t xy dng c s h tng, u tin vtp hp cc ngun lc ang b phn tn nh l thnh mt h thng nht qun,c chiu su v tm i thoi vi cc h thng bn l nc ngoi. iuct li l phi thit lp mt s t ch trong kinh t, s ch ng thay i nu nhng xu th pht trin tt yu ca m ca v hi nhp.

i vi cc doanh nghip bn l, ng vng trong thi gian ti th vic hptc, lin kt vi nhau v vi c i th l ht sc quan trng.

-Mi lin kt gia Nh sn xut - nh phn phi, v gia cc nh phn phi vinhau cng cn c quan tm ng mc m bo ch ng ngun hng vhn ch s tn mn, t pht, thiu n nh.


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KT LUN

Thua ngay trn sn nh- l mt mi lo ngi ln t ra vi cc ngnh nghnc 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, khiiu kin ti chnh, nhn lc v k ngh kinh doanh cn nhiu hn ch. Cngvi qu trnh ton cu ha, cc thng hiu ca nhng quc gia ngho dn dnb trit tiu do mt quyn t quyt, khi cc chin lc Marketing c nguy cph thuc v dn ri vo tay nhng tp on ln.

Trung Nguyn, nhm tht s ngc nhin v ngng m v h khng ch xem cph l c ph kinh doanh thun ty m cn mun thng qua c ph em linhng gi tr v chiu su vn ha, ginh li gi tr ch thc ca c ph v scng bng cho thng hiu quc gia.

Thch thc nh th, ho bo v tim lc nh th, Trung Nguyn cng nh baotp on kinh doanh khc, lun phi n lc hon thin chin lc Marketingca cng ty. Vi ring Trung Nguyn, chin lc Marketing ni a cn phituyt vi hn na, Marketing vn cn nhng yu km v l hng cn phi clp y. C nh th, hin tng Trung Nguyn mi l mi mi, th trngngoi khng cn l c m v Th ph c ph ton cu Bun Ma Thut mitr 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 phha tan

3. www.tailieu.vn

4.Marketing cn bn5. www.bansacthuonghieu.comv www.vatgia.com

Nhm The Men Trang 55
http://www.trungnguyen.com.vn/http://www.tailieu.vn/http://www.bansacthuonghieu.com/http://www.vatgia.com/http://www.trungnguyen.com.vn/http://www.tailieu.vn/http://www.bansacthuonghieu.com/http://www.vatgia.com/


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phan tich trung nguyen

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