Tong Ket Marketing Trung Nguyen

7/31/2019 Tong Ket Marketing Trung Nguyen

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C PH TRUNG NGUYN Khi ngun sng to


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- S mng: To dng thng hiu hng u qua vic mang lingi thng thc c ph ngun cm hng sng to v nim t trong phong cch Trung Nguyn m vn ha Vit.

3. Gi tr ct li

- Khi ngun sng to

- Pht trin v bo v thng hiu

- Ly ngi tiu dng lm tm

- Gy dng thnh cng cng i tc- Pht trin ngun nhn lc mnh

- Ly hiu qu lm nn tng

- Gp phn xy dng cng ng

4. Sn phm c ph ha tan G7.

G7 c Trung Nguyn ln u tin a ra th trng vo nm 2003 vn gy c ngi tiu dng nh gi cao (89% ngi tiu dng chn ph G7 l sn phm yu thch hn so vi 11% ngi chn Nescafe). khng ch l mt sn phm, mt thng hiu c ph ha tan m G7 cmt minh chng cho mt kht vng ln, mt li t duy t pht, s sng i u v cnh tranh trc tip vi cc thng hiu n tcc

cng ty a qu c gia bng chnh tinh thn qut khi cng s thng minv mu tr ca ngi Vit mi.

Sn phm c ph ha tan G7 chnh l s hi t ca nhng g tt nht,c bit nht ca th gii. C ph c thu mua t nhng vng nguyn


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tt nht, cng ngh sn xut hin i bc nht th gii kt hp vi nhn b quyt pha ch huyn b Phng ng. Cng ngh hin i v duy nhtch c trong qu trnh sn xut ra G7 l khn ng chit xut c o:

ch ly nhng phn tinh ty nht ch c trong tng ht c ph cho rai sn phm c ph ha tan vi hng v khc bit, m c v yquyn r. Chnh nhng c bit trn vang t o nn s khc bitring cho c ph G7 m khng mt sn phm no trn th trng c Sn phm c ph ha tan G7 c nhiu loi nh: c ph G7 2 trong 1 Mcha , phi ng gu; c ph G7 3 trong 1 G7 3in1 C ph ha tan

1 Th thit t Bun Ma Thut; c ph G7 ha tan en, C ph ha tG7 Cappucino (gm 3 hng v: G7 Cappucino Hazelnut, G7 Cappuci Irish Cream, G7 Cappucino Mocha)

B)MI TRNG :

I. L thuyt v mi trng :

- Mi trng Marketing l tp hp nhng lc lng khng th khngc m cc cng ty phi ch n khi xy dng cc h thng Maketing-MIX ca mnh.Mi trng Maketing c hiu nh sau:

- Mi trng Marketing ca 1 cng ty l nhng ch th tch cc v nhnglng hot ng bn ngoi cng ty nh hng khn ng ch o b phnMarketing,thit lp v duy tr mi quan h tt p vi cc khch hang mctiu

- Mi trng Marketing gm 2 mi trng l mi trng vi m v mi trv m. Mi trng vi m l nhng lc lng nhng yu t c quan h ttip vi tng cng ty v tc ng n khn ng ph c v khch hang can. Mi trng v m l nhng lc lng trn bnh din x hi rng ln


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II. Th trng caf ha tan ti Vit Nam:

- y l th trng tim n ng v i 1/3 nhu cu tiu dng caf trong nc.

- Tr c n m 2003 th trng caf ha tan VN cn kh ngho nn vchng loi sn phm v t c quan tm, lc ch c 2 ng lnchim lnh th trng l Nescafe (Nesle) v Vinacafe. Trong , Nescathng tr vi th phn chim gn 60% ton th trng. Vi v th tuyt i c a Nescafe, ngi tiu dng bp t cht lng, khu v sn phm vkhng c nhiu la chn khc. ng sau Nescafe lc l Vinacafe vith phn: 5,6 % , th phn cn li l khong trng cho cc thng hkhc ...

- Trung Nguyn c li th ln l c nh my sn xut t ngay ti th phca cy c ph l Bun Ma Thut, vn chuyn khng phi vn gy khkhn. Bn cnh , Trung Nguyn cho xy dng trang tri chuyn cung cnguyn liu. m bo mc gi vn chuyn v thu mua l thp nht c th

- Trung Nguyn l tp on c c s h tng vng chc, tr s chnhTPHCM v cc chi nhnh trn cc thnh ph ln trn c nc. Bn cnhl 2 nh my sn xut vi cc my mc cng ngh tin tin nht.

- Li th sn nh thng hiu Vit:tinh thn dn tc v yu t vn ha lth lc rt ln trong tip th. Trung Nguyn nh vo tm l ngVit Nam dng hng VN.

- H thng knh phn phi rng khp: 121 nh phn phi, 7000 i m bnhng v 59000 ca hng bn l sn phm. 1000 ca hng tin li v trtm phn phi G7Mart trn ton quc. Nm 2006, Trung Nguyn cho i 500 siu th G7 Mart- H thng phn phi G7 Mart c xy d ng


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da trn nn tng nhn lc, ti lc, gi tr thng hiu ca cng ty c Trung Nguyn v 70 trung tm phn phi trn c nc gp thm vo h th phn phi hng hu ca TN

- Chn i th chnh l Nescafe

- Nn kinh t bt n, i km l lm pht t ng, gy kh kh n khng t cho ho t ng kinh doanh, c bit l trong hot ng thu muanguyn liu.

- Mc li sut doanh nghip t nh l kh cao, gy kh khn trong xoayvng vn.

- Nguy c mt th phn vo cc i th cnh tranh nh Nescafe, VinacVinamilk caf ... vi nhng chiu thc tranh ginh th trng rt si ngv a dng .........

- Sn phm thay tha d ng: Bn cnh s dng caf ha tan, ngi tiudng cn c nhng s la chn khc l caf phin v s xut hin ca

lon ..

- VN gia nhp WTO, gp phi s cnh tranh gay gt hn trong tng lai .

C) CHNH SCH :

nh hng pht trin

Hin nay tp on Trung Nguyn bao gm cc cng ty: Cng ty CPhn TM&DV G7 (G7Mart), Cng ty Vietnam Global Gateway (VGGCng ty bn l truyn thng Nam Vit v cc cng ty sn xut c ph

Tp on c mc tiu pht trin mt mng li knh phn phi ni a


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thng sut, bao gm khong 100 nh phn phi ni a hng u trn 64tnh thnh tnay n 2010, song lnh vc cho ca Tp on Trung Nguyn vn l mt hng c ph.

Cng ty c phn Trung Nguyn v cng ty C phn TM&DV G7(G7Mart) ang ro ri t chun b l trnh ln sn giao dch chng khonti Vit Nam v Singapore.

Ngoi ra, Trung Nguyn s xy dng mt trung tm c ph th gii nmt thin ng c ph th gii ti Bun Ma Thut, dn bt uc kh i ng tn m 2007.

2/Theo cch tip cn sn phm - th trng:a)Chin lc thm nhp th trng:

Cafe Trung Nguyn ti th i im ban u khi tip cn thtrng Si Gn tht bi lin tip cho n mt mc lch svo ngy 20/8/1998 h khai trng qun caf cho ung min

ph 10 ngy. Thng qua hot ng ny Trung Nguyn giithiu n khch hng sn phm cafe ca mnh,ng thi hng dn khchcch thng thc cafe theo kiu Trung NguynSu thng sau , ci tn C ph Trung Nguyn pht trinhn c mt doanh nghip c thm nin 20 nm ti thnh phBun M. S n nh n nhit tnh v nhanh chng ca ngi

tiu dng to nn mt hin tng Trung Nguyn trn mnht Si Gn nng ng v y cnh tranh.Trung Nguyn duytr s pht trin y bng Tam gic chin lc-c mt qu pht trin th m thm 2 qun lin nhng ngi qun lduy tr s kim sot ,thit k, s phc v v cht lng caf


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cc qun.Bn cnh gi m chi ph qun l v chi ph hng tnkho trong lc cn kh khn v vn. Trung Nguyn thc hinmt cuc xm nhp th trng ngon mc nht trong lch

xy dng thng hiu Vit Nam. C th ni, c ph Trun Nguyn l mt thnh cng k diu ca xy dng thng hiti Vit Nam trong thi gian qua. Ch trong vng 5 nm, t mtxng sn xut nh ti Bun Ma Thut, Trung Nguyn mt ti mi min t nc.b) Chin lc m rng th trng:

Sau khi chinh phc nhanh chng th trng trong nc bncht lng v phong cch ring, c o c a mnh th Trung Nguyn bt u a thng hiu ca mnh ra th trng th givi chin lc nhng quyn kinh doanh ln u tin tisingapore vo nm 2000.Tuy nhin thnh cng ch tht snvi Trung Nguyn vo nm 2002 khi h xut hin Nht B bn cnh 400 ca hng trn tng s 6000 ca hng cstarbuckstp on cafe ln nht th gii ca M v mt lcc nhn hiu cafe Nht cng khng km phn nh m.Thnh cng ca Trung Nguyn Nht Bn thc s gip nnhy vt. n nay, thng hiu Trung Nguyn c mt Nht Bn, Thi Lan, Singapore, Trung Quc v Cng ha SC ph rang Trung Nguyn cng c mt trong siu th v c

ca tim M, c, ng u, Php v Nga. Hin ng L Nguyn V ang tri n khai cc h p ng nhm tm kim th phn cho C ph Trung Nguyn ti 15 nc nh c, Canada, i Loan, Malaysia, Philippin


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c) Chin Lc Pht Trin Sn Phm:

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 Nguynhanh chng nm bt th hiu ca khch hng,u t pht trin theo csu to nn mt dng sn phm caf sng to bao gm n m lo i v c phn loi theo nguyn liu v gu thng thc caf.

d) Chin L c a D ng Ha:

Da trn nn tng bn sc v n ha Vi t v i mang n cho khch hngscm nhn rt khc bit v cch thng thc c ph m lu nay h cha c bit n. Trung Nguyn nghin cu v pht trin 30 loi c ph pch c hng v ring bit, to ra 9 loi mc hng v khc nhau cho sn phm ca mnh. Vi n lc ca mnh Trung Nguyn cho rai nhngsn phm caf thng hng nh:caf chn,mt loi cafe t nht th gii vcng him nht th gi i- xut khu sang cc nc pht trin.Hay s phm caf ha tan G7 c u t k lng tcch t tn,bao b sn phm,h thng qung b.. vi tham vng chinh phc th trng 7 n pht trin.

2/Theo Cch Tip Cn V Phi Hp Cc Bin S Marketing(marketing-mix):

a.Chin Lc Sn Phm:Trong lc cn st v thnh cng ca nhn hiu cafe Trung Nguyn x


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chng bo ha vi d lun th bt ng 11/2003 Trung Nguyn chra i sn phm caf ha tan G7 ,chnh thc tuyn chin vi ng lnnestcafe ang chi n 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 .VTrung Nguyn lm thayi cc din th phn caf ha tan trong thigian ngn:th phn nestcafe gim cn 45%,G7 chim 21%,phn cn li thv nhiu nhn hiu khc.y l chin l c i mi sn phm ca

Trung Nguyn ngay ti th i im sung mn nht.

b.Chin L c nh Gi: Nht Bn l mt quc gia ni ting vi ngh thut tr o truyn thncnh th ngi Nht cng bit n caf t rt s m (n m 1800).Chnh v


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vy Nht l mt th trng kh kht khe v gu thng thc.Tuy nhil 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 ph ni a khc.V Trung Nguyn gt hi c thnh cng ngay ti thd ToKyo to nn bc nhy thn k cho Trung Nguyn trn ng nhp,lm n by pht trin h thng nhng quyn mt lot cc n pht trin khc.

c. Chin Lc Phn Phi:

Ni n h thng phn phi ca Trung Nguyn th khng th khng nhcn nhng quyn kinh doanh,mt chin lc gp phn to ln mng li phn phi ca Trung Nguyn.Nm 2006 Trung Nguyn cra i 500 siu th miniG7 Mart- H thng phn phi G7mart c xdng da trn nn tng nhn lc, ti lc, gi tr thng hiu ca Cnc ph Trung Nguyn v 70 trung tm phn phi trn c nc gp thvo h thng phn phi hng hu ca Trung Nguyn.Ty s pht trinthnh cc trung tm thng mi,i siu th.

d. Chin Lc Truyn Thng C ng:C th ni thnh cng ca Cafe Trung Nguyn l nh mt phn to lca truyn thng, cng. Hat ng qung co ca trung nguyn lkhng nhiu,hiu qu tht s m Trung Nguyn t c l nh PR-qh cng chng da trn nn tng gi tr ct li m cng ty h ngn.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 Tru Nguyn nhanh chng c c lng tin ca ngi tiu dng.V slog Khi ngun sng to tr nn quen thuc khng ch vi nhng ngi


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lm trong cc lnh vc lin quan n sng to.

Ni bt l doanh nghip Vit Nam u tin thc hin nhng quynthng hiu ,chin lc ny pht huy tc dng mnh m, lm hnh th

h gi tr ca chui qun nhng quyn Trung Nguyn:

NI HI T CA NHNG NGI YU V AM M C PH"

Thng i p ny c th hin qua rt nhiu yu t ti h thng qun, ttrung vo cc vn

Am hiu, am m c phCh s dng nhng loi caf cht l ng c bit nhtS dng nhng cng ngh hin i nht & b quyt Phngng c biti ng phc v phi am hiu v caf v c 1 tinh thn cafmi

Khng gian c bit em l i ngun cm hng cho sng toKhng gian qun s c thit k ph h p mang li cho ngis dng caf s thoi mi khi thng thc.

Khng gian chia s v kt ni nhng am m

Qun caf Trung Nguyn s l ni gp g chia s nhng bun vutrong cuc sng ca tt c mi ng i n t khp th gii bt kh l ai . Tt c s bn nhau trong mt khng gian nng m s cs s chn thnh h ng n mt th gii an bnh hi ha hn.

D) KT LUN :

Hn mt thp k qua , nhng thnh cng m cng ty caf Trung Nguyn gt h

c th hin ng nh ng g m cng ty ny n lc thc hin, phn u khng nh c tn tui, ng cp mnh trong con mt ngi tiu dng . Hnth Trung Nguyn gip cho caf Vit Nam i ln trng thy c th cnh trnxng phng vi cc ng ln trong ngnh ny nh Vinacafe hay Netcafe ch


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l nh cng sc ca Tng gim c cng ty caf Trung Nguyn ng L Nguyn V mt con ngi dm ngh dm lm i tin phong trong lnh vc cafca Vit Nam gp phn cho nhng ht caf c chp cnh xa hn, chinh ph

c khng nhng th trng trong nc m cn th trng th gii bng nhhng vm mang bn sc dn tc

Chng ta hay cng chc cho Trung Nguyn ngy cng thnh cng hn na trncon ng ca mnh .

Tong Ket Marketing Trung Nguyen

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