Chin lc Marketing tai cng ty C phn Trung Nguyn Phn tich va xut giai phap phat trin

Mc lc

li cm n M u nghip 1 4 4 4 6 8 9 PHn I: c s l lun v hoch nh chin lc Marketing trong doanh I. Khi nim v vai tr ca Marketing trong hot ng kinh doanh ca doanh nghip 1. Khi nim

2. Vai tr ca Marketing

ii- qu trnh hoch nh chin lc marketing trong doanh nghip 1. Phn tch cc c hi ca th trng 3. Thit k chin lc Marketing 5. T chc thc hin v kim tra 12 14 15 2. Nghin cu v xc nh th trng mc tiu 10 4. Hoch nh cc chng trnh Marketing

Phn II: Thc trng hot ng marketing ca

I.

cng ty CP Trung

Nguyn..17
Tng quan.............................................................................................................3 1. Gii thiu s lc v Trung Nguyn................................................................3 2. Lch s hnh thnh v pht trin:............Error: Reference source not found

3. Tm nhn v s mng:......................................................................................4 4. Gi tr ct li:............................................Error: Reference source not found

II. Phn tch SBU.......................................................................................................5 1. Gii thiu SBU...................................................................................................5 2. Tng quan v th trng cafe ho tan ti Vit Nam:......................................6 3. Phn tch m hnh 5 lc lng cnh tranh:....................................................7 4. Mc tiu kinh doanh:.......................................................................................9 5. Phn tch li th cnh tranh:

6. Th trng mc tiu 7. nh v 8. Marketing Mix 4P

Phn III. Hoch nh chin lc Marketing I. Kt lun 69 Ph lc 1 70 Ph lc 2 76 Danh mc cc ti liu tham kho 83

55

M U
I. TNH CP THIT CA LUN VN TT NGHIP Nh chng ta bit, hoch nh chin lc Marketing l mt phn khng th thiu i vi bt k doanh nghip no. c bit cn thit hn i vi cc cng ty trong giai on xm nhp th trng.

II. PHNG PHP NGHIN CU Phng php iu tra phng vn Phng php quan st Phng php phn tch thng k Phng php m hnh III. I TNG V NI DUNG NGHIN CU 1. i tng nghin cu ti ca lun vn l hoch nh chin lc Marketing cho cng ty Cafe Trung Nguyn, ni dung s xoay quanh vn nghin cu v hoch nh chin lc Marketing. Hiu c vai tr v tc dng ca Marketing i vi doanh nghip, phn tch c im mnh, im yu, c hi v cc nguy c e da ca th trng t a ra c cc chin lc Marketing hp l ph hp vi mc tiu kinh doanh ca cng ty. 2. Ni dung nghin cu Kt cu ca lun vn gm ba phn chnh : Phn I : C s l lun v hoch nh chin lc Marketing trong doanh nghip

Phn II : Thc trng hot ng Marketing ca cng ty Phn III : Hoch nh chin lc Marketing

Phn I

: C s l lun v hoch nh chin

lc Marketing trong doanh nghip

1. Khi nim v s hnh thnh Marketing . S ra i v pht trin ca l thuyt Marketing gn lin vi lch s pht trin ca khoa hc qun tr. Khi khoa hc qun tr mi ra i, giai on 1910-1915 th Marketing xut hin v c hiu l cc bin php thon thin sn xut v nng cao hiu qa h thng phn phi v h cho rng ngi tiu th s c cm tnh vi nhng th hng ho c bn rng ri v gi c phi chng. Cc hot ng Marketing c gi l Marketing truyn thng (hay Marketing c in). S d trong thi k ny, Marketing nhn mnh n tm quan trng ca vic hon thin sn xut v h thng knh phn phi l v trong giai on u ca nn kinh t t bn th hng ho cn cha p ng c nhu cu v gi thnh ca chng cn qu cao, do vy, doanh nghip thu c nhiu li nhun hn th khng c cch no khc l phi hon thin sn xut v nng cao hiu qu ca h thng knh phn phi. Vo u nhng nm nm mi, sc cung hng ho vt mc tng trng ca nhu cu nn Marketing c gn vi ngi bn ang c gng tm kim ngi mua, v vy quan nim Marketing truyn thng chuyn sang hng mi, nhn mnh n vic hon thin hng ho. Quan nim hon thin hng ho khng nh rng ngi tiu dng s a thch nhng hng ho c cht lng cao nht, c tnh nng s dng tt nht, v vy doanh nghip phi tp trung vo vic thng xuyn hon thin hng ho .

Tuy c em li mt s kt qu nht nh, nhng quan nim ny dn n cn bnh Marketing thin cn v ngi bn qu a thch hng ho ca mnh n ni b qua nhng nhu cu ca khch hng, b qua vic p dng mt s bin php nhm thu ht s ch ca ngi tiu dng cng nh vic phn phi hng ho theo nhng knh thun tin. Do vy vi quan nim ny hot ng kinh doanh ca doanh nghip vn cha em li hiu qu cao. Song song vi quan nim ny cn c mt quan nim khc v Marketing cng vo thi k . l quan nim tng cng n lc thng mi. Quan nim ny khng nh rng ngi tiu dng s khng mua hng ho ca doanh nghip vi s lng kh ln nu nh doanh nghip khng c nhng n lc ng k trong cc lnh vc tiu th v khuyn mi. Do qu nhn mnh n vai tr ca vic h tr tiu th m b qua vai tr ca cc yu t khc nn quan nim ny cng ch thch hp vi nhng hng ho c nhu cu th ng, tc l nhng hng m ngi mua thng khng ngh n vic mua sm n. Thc t i hi phi c s xut hin mt quan nim mi hn, hin i hn, p ng c yu cu ca thi k mi (thi k cnh tranh c tnh cht ton cu), nu doanh nghip mun thu c li nhun. V vy, n nhng nm 80 ca th k XX, quan nim Marketing ra i. Quan nim ny khng nh rng iu kin ban u t c nhng mc tiu ca doanh nghip l xc nh c nhu cu v mong mun ca cc th trng mc tiu v bo m mc tho mn mong mun bng nhng phng thc c hiu qu mnh m hn so vi i th cnh tranh.

V thc cht, quan nim ny phn nh s trung thnh ca doanh nghip vi hc thuyt khch hng l ch. Doanh nghip sn xut ci m ngi tiu dng cn v thu li nhun nh vo vic tho mn tt nht nhng nhu cu ca h.

Nh vy vi quan nim ny, chng ta thy rng i tng quan tm ch yu ca quan nim ny chnh l nhu cu ca khch hng mc tiu v t c mc tiu cui cng l thu li nhun th n s dng nhng n lc tng hp tho mn nhng nhu cu . iu lm cho Marketing tr thnh mt quan im, mt khoa hc, mt cng c hu hiu chung cho qun tr doanh nghip trong ton b hot ng ca doanh nghip. Nh vy qua s pht trin v cc quan nim Marketing, chng ta c th khi nim Marketing l: Marketing l mt dng hot ng ca con ngi nhm tho mn nhng nhu cu v mong mun ca con ngi thng qua trao i. Marketing ra i trc ht chnh nhm h tr c hiu qu cho hot ng kinh doanh ca doanh nghip.

Phn II : Thc trng hot ng Marketing ca cng ty C Phn Trung Nguyn

1. Gii thiu s lc v Trung Nguyn:

Ra i vo gia nm 1996 -Trung Nguyn l 1 nhn hiu 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.

2. 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 2,000tn/nm. 2006: nh hnh c cu ca mt tp on vi vic thnh lp v a vo hot ng

cc cng ty mi: G7 Mart, Truyn thng Nam Vit, Vietnam Global Gate Way.

2007: Cng b trit l c ph v khi ng d n Th ph c ph ton cu ti

Bun Ma Thut

2008: Khai trng h thng qun nhng quyn mi Vit Nam v quc

t, khnh thnh Lng c ph Trung Nguyn ti BMT.

2009: Khai trng Hi qun sng to Trung Nguyn ti H Ni, u t trn

40 triu USD xy dng nh my ch bin c ph vi cng ngh hin i nht th gii ti Bun Ma Thut. 3. Tm nhn v s mng: Tm nhn: Tr thnh mt tp on thc y s tri dy ca nn kinh t Vit Nam, gi vng s t ch v kinh t quc gia v khi dy, chng minh cho mt kht vng i Vit khm ph v chinh phc.

S mng: To dng thng hiu hng u qua vic mang li cho ngi thng thc c ph ngun cm hng sng to v nim t ho trong phong cch Trung Nguyn m vn ha Vit. 4. Gi tr ct li: 1. Khi ngun sng to 2. Pht trin v bo v thng hiu 3. Ly ngi tiu dng lm tm 4. Gy dng thnh cng cng i tc 5. Pht trin ngun nhn lc mnh 6. Ly hiu qu lm nn tng Phn tch SBU: Gii thiu v SBU: Hin ti Tp on Trung Nguyn c 6 n v thnh vin v cng l 6 SBU ca Tp on. y nhm chn SBU l Cng Ty CP caf ha tan Trung Nguyn. Hin nay, Cng ty CP caf ha tan ang kinh doanh dng sn phm chnh c ph ho tan G7, c ph ho tan passiona v caf 777. - C ph ha tan G7 c 4 sn phm sau Sn phm c ph ha tan G7 3 in 1. C ph G7 Ha Tan en. C ph ha tan G7 Cappuccino. C ph ha tan G7 2 in 1.
-

C ph ha tan Passiona: mt loi c ph mi chuyn dnh cho phi p. C ph 777: T hnh tng chic my bay Boeing 777 vi s mnh m cng kh nng chinh phc khng trung, vt qua nhng hnh trnh di xuyn lc a, Trung Nguyn cho ra i mt sn phm c ph mang tn 777. Vi hng thm quyn

r, khu v m rt c trng ch c 777, l s kt hp tinh t t nhng ht c ph thm ngon bc nht n t vng t Bun Ma Thut cng vi b quyt rang xay c o ca Chuyn gia c ph s 1 Trung Nguyn. Tng quan v th trng cafe ho tan ti Vit Nam: y l mt th trng tim nng vi 1/3 tng nhu cu tiu dng c ph trong c Trc nm 2003 th trng c ph ho tan Vit Nam cn kh ngho nn v chng nc. loi sn phm v t c nh u t quan tm , lc ch c 2 ng ln chim lnh th trng l Nescafe ( Nesle) v Vinacafe. Trong , Nescafe l k thng tr vi th phn chim gn 60% ton th trng. Vi v th tuyt i ca Nescafe, ngi tiu dng b p t cht lng, khu v sn phm v khng c nhiu la chn khc. ng sau Nescafe khi y l Vinacafe vi 38,45% th phn. 5,6 % th phn cn li l khong trng dnh cho cc thng hiu khc. Nhng k t khi Cng ty CP cafe Trung Nguyn tung ra sn phm caf ho tan G7 vo ngy 23/11/2003 th th trng Vit Nam k t lc bt u din ra si ni hn khi Trung Nguyn lin tc a ra cc chin lc Marketing thu ht nhiu khch hng v chnh thc tuyn b i u trc din vi Nescafe ca Nestle. - tham gia vo cuc chi ny nhiu thng hiu quyt nh u t ln nh VinaCafe vi mt nh my c ph ho tan 20 triu USD, vi cng sut 3.000 tn/nm, Trung Nguyn th c mt dy chuyn sn xut c ph ho tan G7 ln ti 10 triu USD, cng sut 2.000 tn/nm... Ngoi nhng tn tui kinh doanh c ph ho tan quen thuc nh NesCafe (Nestle), VinaCafe, G7 Coffee (Trung Nguyn)... cui nm 2006 th trng xut hin thm cc nhn hiu mi nh Vinamilk cafe (Cng ty CP Sa VN - Vinamilk), Maccoffee (Food Empire Holding). K t lc , chic bnh ca th trng c ph ha tan c chia li.

Nh vy, tnh cho thi ti thi im hin nay trn th trng cafe ha tan Vit Nam c chnh thc 5 cng ty ln tham gia vo th trng ny nh sau: Nelse, Trung Nguyn , Cty c phn C ph Bin Ha, , Cng ty CP sa Vit Nam- Vinamilk, Food Empire Holding v cc cng ty nh khc. 1. Phn tch m hnh nm lc lng cnh tranh: 3.1. Nh cung cp: - S lng nh cung cp s quyt nh n p lc cnh tranh, quyn lc m phn ca h i vi ngnh, doanh nghip. Nu trn th trng ch c mt vi nh cung cp c quy m ln s to p lc cnh tranh, nh hng ti ton b hot ng sn xut kinh doanh ca ngnh. - Tuy nhin, hin nay, Trung Nguyn c mt h thng sn xut hot ng v cng hiu qu . Khi m cc ngun nguyn liu dng cho qu trnh sn xut caf ha tan cng nh cc loi caf khc, u l bt ngun t cc nng tri trng caf do chnh Trung Nguyn u t v qun l. Hay ni cch khc Trung Nguyn chnh l nh cung cp nguyn liu u vo cho vic sn xut ca mnh. V vy, p lc cnh tranh t nh cung cp l vn m Trung Nguyn khng phi i mt hin nay. 3.2. Khch hng: - Khch hng l mt p lc cnh tranh c th nh hng trc tip ti ton b hot ng sn xut kinh doanh ca ngnh. - i vi sn phm caf ha tan y c xem l mt sn phm tin dng , ng c khng cao nn nng lc thng lng ca khch hng l thp. 3.3 Cc i th cnh tranh chnh trong ngnh: Ni n cc i th cnh tranh chnh ca Trung Nguyn chng ta c th nhc ti cc cng ty sau: a) Nescafe ca Nestle :

L nhn hiu c ph ha tan hng u trn th gii vi b dy lch s 70 nm. Ti Vit Nam thng hiu ny tr nn quen thuc vi hu ht mi ngi v l mt trong nhng thng hiu c th phn cao ti Vit Nam. Hin ti, Nescafe c mt nh my sn xut caf ha tan vi cng sut 1000 tn/nm cho php cng ty c kh nng p ng mt cch tt nht nhu cu ca ngi tiu dng. b) Vinacafe ca Cng ty CP caf Bin Ha: Bt u i vo sn xut t nm 1979 v hin ti l hng caf chim th phn cao ti Vit Nam vi b dy kinh nghim ca mnh. Vi nh my sn xut caf ha tan vi cng sut 3000 tn/ nm Vinacafe tr thnh doanh nghip ln nht v nng lc sn xut v dn u v cng ngh sn xut c ph ha tan. Nh vy, cng vi Nescafe th Vinacafe c coi l i th ng gm nht m Trung Nguyn phi i mt t trc n nay. c) Caf Vinamilk ca Cng ty CP sa Vit Nam- Vinamilk: Hin ti, Vinamilk c mt nh my c ph vi tng vn u t gn 20 triu la M, trn din tch khun vin ti 60,000 m2 ti Bnh Dng. Nh my c cng sut 1,500 tn/nm, c trang b mt dy chuyn sn xut c ph cc k hin i mi cng on. Mc d trc y, ngi ta ch bit n Vinamilk l mt cng ty chuyn sn xut sa, nhng vi tham vng a dng ha sn phm, Vinamilk nghin cu v cho ra i sn phm caf ha tan ln u tin xut hin trn th trng vo thng 7/2006. Tuy ra i sau Nescafe, Vinacafe v Trung Nguyn nhng vi nhng n lc khng ngng ca mnh th trong thi gian khng xa Vinamilk c th tm ra ch ng ca mnh trn th trng ny. d) Maccoffee ca Food Empire Holadings: L nhn hiu c ph 3 trong 1 u tin xut hin ti Vit Nam. Nhng nm u ca thp k 90 chng kin nhng chuyn bin mang tnh cch mng Vit Nam. theo kp bc tin ca thi i, Food Empire Holdings cho ra i MacCoffee - mt sn phm y tnh sng to gp phn thay i thi quen ung c ph ca ngi tiu

dng. L nhn hiu c ph 3 trong 1 u tin xut hin ti Vit Nam, vi cng thc pha ch c o kt hp gia cc ht c ph thng hng, kem v ng, MacCoffee em n s thun tin cho ngi yu thch c ph. 3.4. i th cnh tranh tim tng: Bn cnh 4 i th chnh trn th Trung Nguyn ang phi i mt vi nhng i th cnh tranh trong nc nh: Thi Ha, An Thi, Ph Thi, CADA, VICA.. Tuy nhin 5 thng hiu trn tr nn quen thuc vi ngi tiu dng t rt lu, vic thay i thi quen l rt kh. V vy, ro cn nhp cuc ca cc i th cnh tranh tim tng l khng cao. 3.5. Sn phm thay th: - Sn phm v dch v thay th l nhng sn phm, dch v c th tha mn nhu cu tng ng vi cc sn phm dch v trong ngnh. - Bn cnh vic s dng caf ha tan, hin nay ngi tiu dng cn c s la chn khc l caf phin v gn y s xut hin ca caf lon ha tan. a) Caf lon ha tan: Trong nhng nm gn y, ngi tiu dng Vit Nam bt u lm quen vi sn phm caf ng lon c th ung ngay m khng cn pha ch. Loi sn phm ny thu ht c nhiu ngi v tnh tin dng v ph hp vi cuc sng hin i lun bn rn. Ni n caf lon ha tan chng ta c nhc n cc sn phm sau: Cafe lon Birdy do cng ty Ajinomoto Vit Nam phn phi, c mt trn th Cafe lon ha tan VIP ca cng ty Tn Hip Pht tung ra th trng vo ngy Cafe lon ha tan ca Nestle. trng t nm 2008. 15/11/2009.

b) Cafe rang xay :

Caf rang xay l sn phm th 2 c th thay th cho caf ha tan. Trn th trng hin nay c rt nhiu loi caf rang ca nhiu cng ty nh: caf bt ca Trung Nguyn, caf Moment ca Vinamilk 2. Mc tiu kinh doanh : trng. - a thng hiu cafe ha tan Trung Nguyn ra th trng th gii. Chinh phc th trng ni a vi tham vng tr thnh nh dn o th

5. Phn tch SWOT:

im mnh (Strengths) :
- Trung nguyn lun ch trng tnh dn tc trong mi sn phm ca mnh v G7 cng khng ngoi l, dm ng u vi mi thch thc th hin bn lnh ca dn tc, chin u trn sn nh th li th chnh l s thng thuc, thu hiu vn ho ca ngi tiu dng bn x, t ch ng trin khai th trn v bt i th phi chi theo cch ca mnh. Tinh thn dn tc v yu t vn ho l mt th lc rt ln trong tip th. Trung Nguyn pht huy c sc mnh khi tp hp c s ng h ca chnh ngi tiu dng VN. Vic s dng nhng ht caf ca t rng Ty nguyn truyn thng lm sn phm caf ha tan mang phong cch vit nh vo tm l khch hng ngi vit nam dng hng vit. Vi thng hiu Trung nguyn c ngi dn vit nam bit n v u chung, G7 nhanh chng to c ch ng trn th trng vit nam. - Sn phm cht lng tt, hng v ring bit : l sn phm ca tp on trung nguyn ni ting trong v ngoi nc. c ch bin t ngun nguyn liu tt nht vi cng ngh hin i v b quyt chit xut c bit, C ph ha tan G7 c hng v khc bit, m c v quyn r, ng gu thng thc c ph Vit Nam. c khu v v hng thm m m khng mt loi c ph ha tan no c c. iu c kim

chng qua s tin tng ca khc hng dnh cho G7, doanh s bn hng ca sn phm ny tng ln nhanh chng t sau nhng t qung co rm r. Hn na, vic Trung Nguyn khai thc caf G7 vi nhiu hng v thch ng vi nhng c tnh khch hng khc nhau, vd nh: caf G7 3in1, G7 2in1, G7 ha tan en, G7 cappuccino, lm phong ph thm cho sn phm ny. -Khu phn phi rt mnh t mng li phn phi c sn ca Trung Nguyn v cng tc qung b, tip th : Trung Nguyn tung n to bo l mi ngi tiu dng th mi sn phm trong chng trnh Ngy hi tuyt nh G7 c t chc quy m ti Dinh Thng Nht. Hn 35000 ngi tham gia ngy hi ny. Ti y, Trung Nguyn mi ngi tiu dng ung th 2 ly c ph ho tan, mt ca G7, mt ca Nescafe (ngi tiu dng khng c cho bit nhn hiu trc khi ung) v so snh xem h thch sn phm no hn. Trc khi tin hnh cuc th nghim c ph ny, Trung Nguyn gi th thng bo cho Nescafe v sn sng cho mt v kin nu c. Kt qu ca cuc th mi cho bit c 89% ngi tiu dng chn G7 v 11% chn Nescafe: Trung Nguyn thng li hon ton trong chin dch ny. - Ngun nhn lc: Hin nay, tp on Trung Nguyn c khong gn 2000 nhn vin lm vic cho cng ty c phn Trung Nguyn, cng ty c phn thng mi v dch v G7 ti 3 vn phng, 2 nh my v 5 chi nhnh trn ton quc cng vi cng ty lin doanh Vietnam Global Gateway (VGG) hot ng ti Singapore. Ngoi ra, Trung Nguyn cn gin tip to cng n vic lm cho hn 15.000 lao ng qua h thng 1000 qun c ph nhng 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 vic trong cc tp on nc ngoi.

Vi chin lc tr thnh mt tp on kinh t bao gm 10 cng ty thnh vin hot ng trn nhiu lnh vc: trng, ch bin, xut khu, chn nui, truyn thng, bt ng sn.., tp on Trung Nguyn lun cn b sung mt i ng nhn lc tr, nng ng, tm huyt v sng to, sn sng xy dng Trung Nguyn thnh mt tp on kinh t hng mnh ca Vit Nam. i ng nhn vin ca tp on Trung Nguyn lun c to nhng iu kin lm vic tt nht c th hc hi, pht huy kh nng v cng hin vi tinh thn Cam kt Trch nhim Danh d.

im yu (weaknesses):
- Cch thc tuyn chin lu nay ca G7 vi nescafe, c ngi ng h, c ngi khng. Trit l ct li lu nay ca G7 l chin u v thng hiu Vit, ku gi s ng h, ng thun ca ngi tiu dng ng bo cho mt sn phm ni a. Tuy nhin, sc thuyt phc t thng ip ny ang gim dn, ngi tiu dng ang trng ch mt sn phm G7 vi s mi m. - G7 ch l mt sn phm caf ca Trung nguyn nn s vng chc cn cha c khng nh, s c nhng sn phm thay th chng? Nh trc y caf trung nguyn tng mt thng hiu vo tay ngi nc ngoi, by gi G7 ln thay th. S pht trin ca mt sn phm l c mt qu trnh di, cn c nhng s qun l v hng i ng n gi hnh nh v thi quen ca ngi dng, nh mt sn phm khng th thiu.

C hi ( opportunities) :
-G7 i tin phong trong cuc cch mng mang tn tinh thn Vit th hin c m ca ngi Vit Nam dm ng ln chng t mnh, c hi nm nhng t duy y sng to, tinh thn nhit huyt mun vn mnh tr thnh s mt Vit nam v trn th gii.

-G7 c nn tng l Trung nguyn- mt thng hiu ni ting t lu c nhiu ngi bit n, bng nhng chin lc marketing rng khp v c quy m ln cng vi s qung b hnh nh cng nh cht lng caf G7 ra nc ngoi bng chui nhng ca hng nhng quyn thng hiu. G7 ang ng trc c hi cnh tranh cao vi cc i th ln nh Highlands coffee, iu tng lm tng t vi Nescafe ca M ti th trng Vit Nam.

Thch thc (Threats) :

-G7 tng tuyn chin mnh m vi Nescafe ca hng Nestle hoa k v dnh c th phn kh cao Vit nam, vic c nhiu cng ty mun lt l iu kh trnh khi. thch thc t ra l lm sao Trung nguyn c th gi vng v th m mnh t c trong sut 6 nm qua. Trung nguyn cn a ra nhng sch lc lu di, ch trng vic pht trin sn phm s 1 ca mnh ti nc nh sn phm mang thng hiu Vit ny mi l thc ung m ngi dn Vit t ho. -Song song vi vic pht trin sn phm ti Vit nam, vic pht trin cc ca hng nhng quyn cng c nhiu ri ro khi khng kim sot c h thng cc ca hng ny, c th lm mt uy tn ca caf Vit. Khi s l iu kin thun li cc cng ty nc ngoi tn cng hng nh bt sn phm G7. S l thch thc khng nh khi b phn tn ngun sn phm ny

6. Th trng mc tiu : Sn phm c ph ha tan Trung Nguyn vi a dng chng loi sn phm , hng n mi i tng khch hng ln trong nc v ngoi nc Trung Nguyn cho ra i cc chng loi sn phm p ng cc gu thng thc c ph khc nhau v d nh c ph ha tan G7 c cc loi m, m va, m hn. c bit hin nay Trung Nguyn cn cho ra i sn phm c ph ha tan Passiona hng n th trng ph n am m thng thc c ph. Mt v d na v vic a dng ha sn phm c ph ha tan l c ph ha tan 777, ly tng t hnh tng chic my bay Boeing 777 vi s mnh m cng kh nng chinh phc khng trung, vt qua nhng hnh trnh di xuyn lc a.R rng 777 ang nh vo th trng mc tiu l gii tr nng ng, sng to thch khm ph, a mo him, chinh phc th gii. 7. nh v sn phm: Sn phm c ph ha tan Trung Nguyn to ra gi tr cho khch hng khc bit so vi i th cnh tranh:

- Mt sn phm tin dng

Mt sn phm m hng v Vit .

8. Marketing mix 4P: a) Sn phm: - Vi mc tiu chinh phc th trng ni a , Trung Nguyn chinh phc ngi tiu dng Vit Nam bng cc sn phm c ph ha tan lm t ht cy c ph ca vng t bazan Ty Nguyn mang hng v c trng khc hn Nescafe, hay Vinacafe. - Sn phm c ph ha tan Trung Nguyn a dng , phong ph p ng nhiu gu thng thc c ph khc nhau . c bit , sau nhiu nm nhin cu v tm hiu nhu cu

khch hng , cng ty cho ra i sn phm c ph Passiona vi hm lng c ph va phi , c kt hp vi nhiu loi tho mc gip cho ch em ph n tha mn c nhu cu thng thc c ph ng thi vn gi c ln da p mn mng - Vic ng gi thit k bao b cng th hin c s chuyn nghip ca Trung Nguyn trong vic lm Marketing , tuy nhin gn y th khch hng c nhiu kin khng tt i vi v bao ca sn phm c ph Passiona b) Gi: Trung Nguyn nh v gi cho sn phm c ph ha tan; - Sn phm c ph ha tan so vi i th canh tranh khng c s chnh lch ng k mt sn phm gi Vit nhng cht lng quc t. c) Phn phi: - Nh ni phn trn Trung Nguyn pht trin knh phn phi ca mnh rng khp bng chui i l phn phi , cng cc ca hng bn l c mt trn khp 64 tnh thnh . Vi vic tin phong trong vic p dng m hnh kinh doanh nhng quyn , m hnh m trc y lm cho thng hiu Trung nguyn tr nn ni ting, y chnh l G7. M hnh ny khng nhng p dng trong nc m cn nc ngoi - Vi vic xc nh li th cnh tranh chnh l nh khu phn phi , Trung Nguyn to bo xy dng h thng G7 Mart phn phi ton b cc sn phm ca cng ty, a sn phm c ph Trung Nguyn n gn hn vi ngi tiu dng . d. C ng ,truyn thng: Trung Nguyn s dng nhiu cng c truyn thng nh qung co truyn hnh, bo i, bn hng trc tip nhng ci mang li thnh cng ln nht cho Trung nguyn l PR. Trc y vo khong t nm 2003-2007, th hu nh ngy no cc trang bo vit v bo in t u nhc n Trung Nguyn . Trung Nguyn gy ch vi bo gii cng nh khch hng vi cuc chin gia Trung Nguyn v Nescaf V Trung Nguyn chn mt i th truyn kip l Nescaf, mt cng ty nc ngoi ang chim th phn ln nht Vit Nam lc , v n c coi l cuc chin

 V thng hiu Vit vi kht khao a thng hiu Vit snh ngang tm vi thng hiu nc ngoi Khi qung co ,G7 tung ra thng ip "B quyt khc bit c ph ti chnh gc Bun Ma Thut" v c ph ca Trung Nguyn l "Gip suy ngh mnh hn". Nescafe chuyn i thng ip l "Ngon hn, v c ph mnh hn". G7 tip tc tung ra thng ip "V c ph cc mnh" v "G7 - B quyt khc bit c ph ti ca chuyn gia c ph hng u". V trong cuc chin ny tt nhin c ph Trung Nguyn l i nh v c khn gi i nh ng h v theo di nh theo di mt trn bng . V lin tc ci tn Trung Nguyn xut hin trn tt c cc mt bo . Cng vi n Trung Nguyn thc hin nhiu hot ng PR khc nh: -Chng trnh xy dng thng hiu nng sn Vit Nam. -Ngy hi tuyt nh G7, dng th sn phm (dlind test) vi 89% ngi tham gia chn G7. -Roadshow ti tng hnh dinh Nestl.

Phn III : Hoch nh chin lc Marketing

1. Nhng chin lc marketing c li th cnh tranh thnh cng, doanh nghip phi lm tt hn cc i th cnh tranh ca mnh trong vic tha mn nhu cu ca khch hng trng im. Do , cc chin lc marketing phi c thit k sao cho ph hp vi nhu cu ca ngi tiu dng v cng cn sc vi chin lc ca cc i th cnh tranh. Chin lc marketing cnh tranh ca mt doanh nghip ty thuc vo v tr ca doanh nghip trong ngnh. Do , mi doanh nghip s c chin lc marketing khc nhau c li th cnh tranh. Mt s chin lc marketing cc doanh nghip c li th cnh tranh l: + Chin lc dn o th trng (market-leader strategy): thng c p dng cho cc doanh nghip ang thng lnh th trng trong lnh vc m h kinh doanh nh: Coca-Cola, McDonald's, Wal-Mart, IBM,... + Chin lc thch th trng (market challenger): cc doanh nghip hng nh trn th trng thng p dng nhm n lc tn cng cc i th cnh tranh l nhng doanh nghip ang thng lnh th trng ginh thm th phn. Chng hn, Pepsi thch Coca-Cola, Compaq thch IBM,... + Chin lc bm theo th trng (market-follower strategy): nhng doanh nghip p dng chin lc ny mun c th phn v li nhun n nh qua vic lm theo sn phm, gi c v chng trnh marketing ca i th cnh tranh. Mt s doanh nghip hng nh cng chn chin lc ny.

+ Chin lc th trng ngach (market nicher strategy): thng c p dng i vi nhng doanh nghip nh hoc nhng doanh nghip ln nhng cha c v tr lu i. H tp trung vo vic phc v nhng ch trng ca th trng m cc i th cnh tranh ln coi thng hay b st. 2. Nhn dng li th cnh tranh trong chin lc marketing ca G7 - G7 l sn phm c ph ha tan ca Cng Ty C Phn C Ph Trung Nguyn. Trc G7 c sn phm c ph ha tan khc ang c mt trn th trng: Nescafe, Vinacafe,...Trong , Nescafe l sn phm ang dn u th trng v c ph ha tan. iu ny c ngha l Nescafe s l i th ng gm nht i vi G7. Nhn bit c iu ny nn G7 chn cho mnh chin lc marketing ph hp. Tuy nhin, G7 lm cho nhiu ngi ngc nhin khi chn chin lc marketing "thch th trng" i u vi Nescafe trong khi chin lc ny thng c cc doanh nghip hng hai, hng ba trn th trng p dng. - Ngay khi a ra sn phm G7 th Trung Nguyn thc hin hng lot cc hot ng marketing: + Chng trnh xy dng thng hiu nng sn Vit Nam. + Ngy hi tuyt nh gii thiu c ph ha tan G7 ti Dinh Thng Nht. + Chng trnh th mi: mi ngi tiu dng ung th hai ly c ph ha tan, mt ca G7 v mt ca nhn hiu c ph ha tan ni ting khc nhng khng cho bit l nhn hiu g h t nh gi (thc t nhn hiu khc l Nescafe). Kt qu l 89% ngi tiu dng chn G7 v 11% chn nhn hiu kia. + Mi ngi tiu dng ung th c ph G7 trong 03 ngy ti mt cao c ni t tng hnh dinh ca i th Nestle.

+ Thc hin tip th trn ng ph, G7 xut hin t cc trung tm thng mi n cc ca hng bn l. - Vi chin lc khn ngoan v kh "kh chu" khi eo bm i th ti tng im bn, tng quy k trng hng ha, Trung Nguyn o ngc th trn, ginh c th thng phong, to tin cho cuc chin lu di. - Bn cnh , Trung Nguyn cn thc hin PR (Public Relation) cng rt thnh cng. l phi hp vi Bo Thanh Nin thc hin chng trnh: "Nc Vit Nam ta nh hay khng nh". Pht ng "cuc chin v thng hiu Vit" ca Trung Nguyn cng c nh gi cao. - Nh vy li th ca Trung Nguyn ni chung v G7 ni ring trong chin lc marketing ca mnh ch yu l li th sn nh v Trung Nguyn khai thc trit li th ny. 3. Phn tch li th cnh tranh trong chin lc marketing ca G7 - Vi vic tn dng tt li th sn nh sn phm G7 ginh c thnh cng nht nh trong thi gian u. V chin lc marketing ca G7 (Trung Nguyn) cng r rng, l tuyn chin vi i th Nescafe (Nestle). Trong mt bi pht biu ng ng L Nguyn V - TG Trung Nguyn cng xc nhn: "Thng hay thua ca G7 khng phi l chuyn quan trng. Quan trng l vic mt doanh nghip Vit Nam dm i u trc din vi cc tp on a quc gia". y c xem l thng ip khi mo cuc chin: G7 - Nescafe. - Mt l do na G7 quyt chin vi Nescafe l v Nescafe l mt nhn hiu ang thng lnh th trng c ph ha tan ti Vit Nam, i u vi Nescafe cha bit kt qu s ra sao nhng s lm nhiu ngi ch n G7 hn. C th ni rng "cuc chin v thng hiu Vit" ch l cch Trung Nguyn nh bng thm tn tui ca mnh. - Thm ch Trung Nguyn cn a ra mu qung co trn TV: "c nhiu loi c ph: m va, m , m hn (ngm hiu l Nescafe) nhng G7 mi l

c ph th thit" m nu nhn nhn kht khe th vi phm iu ti k trong qung co ni ring v marketing ni chung, l tm cch h thp i th. Tuy nhin, khng phi ngu nhin m Trung Nguyn lm nh vy. Mc ch ca Trung Nguyn l c cho i th thy c v nh chin lc ca G7 xc phm n nhn hiu Nescafe v Nestle s kin h v vic ny. Nu Nestle lm nh vy th c li cho Trung Nguyn v G7, v khi G7 cng nh Trung Nguyn s c ngi tiu dng bit n nhiu hn. Tuy nhin, Nestle cng tha khn ngoan khi khng nhng khng kin Trung Nguyn m cn a ra chin lc ph hp hn lm thay i tnh hnh - Trong mt chng mc no th li ni ca ng V th hin lng t ho dn tc, l ngi tin phong pht ng cuc chin vi cc tp on a quc gia hng mnh v ng V cng cn s h tr ca nhn dn, ca ngi tiu dng Vit Nam trn tinh thn "ngi Vit Nam dng hng Vit Nam". Phi chng nm c yu t tm l ny nn bc u G7 t c thnh cng nht nh. - Tuy nhin, nhm mc ch i u vi cc thng hiu mnh m Trung Nguyn cho rng "thng hay thua khng quan trng" th cuc i u ny c ngha g ngoi vic qung b thng hiu Trung Nguyn. D dng nhn thy rng cuc chin G7 Nescafe l khng cn sc. Nescafe l nhn hiu ca tp on ni ting Nestle v ang thng lnh th trng c ph ha tan Vit Nam (ngoi ra cn c Vinacafe). G7 l sn phm mi c bit n trn th trng. Nhng chin lc marketing ca G7 l i u vi Nescafe l i ngc vi nguyn tc trong chin lc marketing c li th cnh tranh. y l sai lm th nht ca Trung Nguyn v G7. - Vi t cch l ngi i sau trong lnh vc c ph ha tan Trung Nguyn nn p dng chin lc trm vo th trng (market nicher strategy). Trung Nguyn nn tm ra khong trng th trng, phn khc th trng, phn khc khch hng mc tiu. Phong cch v thi quen ca mi ngi khi ung c ph l khng ging nhau. C ngi ung c ph n gin l h c thi quen ung c ph tnh to trong cng vic hoc hc tp, h khng quan tm nhiu n nhn hiu hay chng loi c ph, min sao c c ph

 ung. Tuy nhin, c ngi ung c ph l th gin, gii tr sau khi lm vic mt nhc hoc n thun l h thch thng thc hng v c ph ca mt nhn hiu no . Cng c khi ngi ta ung c ph l v thng hiu ni ting ca cng ty, h s cm thy snh iu hn, c phong cch chuyn nghip hn qua vic ung c ph ca mt nhn hiu ni ting. Trong khi chin lc ca Trung Nguyn li nhm vo i a s ngi tiu dng Vit Nam. Sai lm th hai ca Trung Nguyn v G7 l khng xc nh r khch hng mc tiu. - Trung Nguyn cho rng vi vic pht ng "cuc chin v thng hiu Vit" cng vi cc hot ng marketing i km l c th chin thng hoc cnh tranh ngang nga vi cc nhn hiu ni ting nh Nescafe. Thc cht chin lc ny ch yu to dng thm thng hiu Trung Nguyn trn th trng nhm trnh nguy c b i th ln p hn l "v thng hiu Vit" nh Trung Nguyn ang pht ng. "Ngi Vit Nam dng hang Vit Nam" khng hn bt c ngi Vit Nam no cng u mua hng Vit Nam. iu ny cn ph thuc vo li ch hng ha mang li nh: gi c, cht lng, s thun tin trong mua bn, cc dch v i km, cm gic hoc cm nhn ca ngi tiu dng khi dng sn phm,...Nu G7 gi khng thp hn Nescafe, cht lng khng bng Nescafe, bt tin trong vic mua hng, mt s ngi tiu dng c thi quen ung Nescafe mi bui sng khi i lm, hoc n gin l h thy ung Nescafe th snh iu hn so vi nhn hiu c ph khc th nhng ngi ny vn thch dng Nescafe hn. Nh vy, sai lm th ba ca Trung Nguyn v G7 l ch yu da vo li th sn nh trong khi trong thi i ton cu ha nh hin nay th li th sn nh ngy cng khng r rng. - Nh vy, sau khi t c thnh cng nht nh trong thi gian u th G7 ca Trung Nguyn mt dn u th. Cng vi s iu chnh chin lc ca Nescafe th G7 ang gp rt nhiu kh khn trong vic chim lnh th trng. C l G7 cn thay i hoc iu chnh li chin lc cho ph hp. 4. Nhng gii php xut Trung Nguyn c th thm nhp th trng ton cu tt hn. + Nghin cu khch hng v tp trung vo mt phn on th trng.

Phi lun cp nht thng tin v khch hng, v nhng thay i trong s thch ca h. Tm kim thng tin ca khch hng qua bo ch, t chc nghin cu, qua internet, Bit c nhng thay i v xu hng mi ca khch hng th Trung Nguyn mi c th cung cp cho h nhng sn phm lm tha mn ti a nhu cu ca h. V cng l hng i s gip Trung Nguyn ng vng trong cnh tranh quc t. + Tng thm gi tr nh tnh sng to Tnh sng to l yu t rt quan trng quyt nh thnh cng ca bt c cng ty no. Sng to lun mang trong n s i mi, gi tr gia tng m tnh sng to mang ti thng ln hn nhiu so vi chi ph. V th sng to c xem nh li th cnh tranh ca doanh nghip. Trung Nguyn phi chp nhn thay i nhng phng cch tip th c v tm nhng phng cch mi nhm truyn ti n khch hng gi tr gia tng c trong sn phm. + phn ng nhy cm vi mi trng vn ha y l i hi mt t chc mun tn ti v pht trin th phi thch ng tt vi nhng thay i ang din ra kinh t v x hi. i vi Trung Nguyn-mt cng ty mun thm nhp vo th trng th gii th vic thc ng vi s thay i ca mi trng vn ha l ti cn thit. + Xc nh mc cnh tranh Trung Nguyn cn nh gi nhng chin lc kinh doanh, tip th ca cc i th ln nh Nestle, Starbuck v ngun lc sn c ca mnh xy dng mt chin lc to cho n kh nng truyn thng ti khch hng c tt nht. + Khm ph nhng th trng mi Trung Nguyn phi lun tm th trng mi tng doanh thu v m rng th phn ton cu. Nhng y cng i hi mt s cn trng, ngha l Trung Nguyn cn m bo s thnh cng hoc danh ting thng hiu khi thm nhp th trng mi. 5. Xy dng chin lc:.

Ma trn Ansoff
Ansoff xc nh 4 kh nng doanh nghip c th xem xt xc nh mc tiu th trng: Bn sn phm hin c vo th trng hin hu. Tc l thm nhp th trng hu hiu hn. Chng hn m thm nhiu im bn hng.

M rng sn phm hin c ra th trng mi. Tc l khai ph thm th trng mi nhng cng ch vi sn phm hin c. Pht trin sn phm mi vo th trng hin hu. C ngha l tng thm s lng sn phm thm vo s lng sn phm hin c phc v cho th trng hin ang c. Pht trin sn phm mi m th trng mi. Tc l a dng ho hot ng kinh doanh. Kh nng ny to ra nhiu c hi doanh nghip pht trin kinh doanh, nhng cng hm cha nhiu ri ro do doanh nghip nhy vo mt lnh vc hon ton mi. Mc tiu th trng l nhng cam kt s lng, thng c a ra nh l nhng tiu chun nh gi hon tt nhim v trong mt khong thi gian, hoc l nhng iu kin phi hon thnh trc mt mc thi gian c t ra. Tiu chun hon tt nhim v thng c t ra di dng khi lng hng bn ra, doanh thu bn hng hoc nhng ch s li nhun khc. Cn iu kin phi hon thnh thng l mt t l phn trm th phn v mt s cam kt khc nh l phn trm trn tng s ca hng thuc mng li phn phi.