-1-

LI M U
1/ L do chn ti
Trn th gii chng minh rng c ph tht s tr thnh mt ngnh
cng nghip vi tng gi tr giao dch ton cu l 80 t USD, ch ng sau
du la v gi tr hng ho, vt vng bc, qu, du m tr thnh
hng ho 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
lch sinh thi, du lch c ph...
C ph Trung Nguyn l mt thnh cng k diu ca xy dng
thng hiu ti Vit Nam trong thi gian qua. Ch trong vng 5 nm, t
mt xng sn xut nh ti Bun Ma Thut, Trung Nguyn c mt ti
mi min t nc. Trung Nguyn thc hin mt cuc xm nhp th
trng ngon 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
ln cho tt c. Bi l hnh nh Trung Nguyn ang nht dn trong tm tr
khch hng.
Cho nn, khi nhn c ti ny t Thy hng dn, nhm rt
phn khi v mong mun hon thnh bi tiu lun vi tt c kin thc v
k nng ca nhm lm r vn : Chin lc phn phi ca c ph
Trung Nguyn nh th no, trong vng 5 nm c mt ti mi min
t nc. V u l thnh cng v tht bi trong chin lc phn phi ca
Trung Nguyn. Nhm mong mun ng gp kin ngh ca mnh.
2/ i tng nghin cu v phm vi nghin cu
i tng nghin cu ca nhm l h thng knh phn phi v cch
thc Trung Nguyn qun l knh nh th no. Chin lc phn phi y
lm c v cha lm c g?

-2-

Cn phm vi nghin cu, mc d chin lc di hn ca Trung

Nguyn l vn ra v ph khp ton cu, song, nhm s c ng nghin
cu chin lc phn phi ca Trung Nguyn trn th trng Vit Nam v
xut mt s kin ngh hon thin knh phn phi ni a cho Trung
Nguyn.
3/ Phng php nghin cu
Nhm tm hiu vn qua s hng dn ca Thy v t duy suy
lun ca c nhm, thng qua vic tm hiu v phn tch s liu, t liu th
cp v nn tng l kin thc, k nng ca nhm c trau di trng lp.
4/ Kt qu nghin cu
Bi tiu lun hon thnh tuy c nhng sai st trong cch trnh by,
cch suy 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 hi
hc tp ln nhau, hot ng nhm.
Nhm xin chn thnh cm n Thy gio nhit tnh hng dn,
gip chng em hon thnh bi ng hn v t hiu qu.
Tp th nhm

-3-

NHN XT CA GIO VIN

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-4-

MC LC
Li m u...................................................................................................1
Nhn xt ca gio vin................................................................................3
CHNG 1..................................................................................................7
C S L LUN V CHIN LC PHN PHI
1.1.Khi qut v chin lc phn phi......................................................7
.........................................................................................................................
1.1.1. Cc nh ngha ....................................................................................7
1.1.2. Vai tr ca chin lc phn phi.......................................................7
1.1.3. Cc chc nng ca knh phn phi.....................................................8
1.2. Knh phn phi....................................................................................9
1.2.1. Cc cu trc knh phn phi ..............................................................9
1.2.2. Hot ng ca knh phn phi..........................................................10
1.2.3 Cc loi knh phn phi....................................................................11
1.2.3.1 Cu trc knh phn phi dc (Vertican Marketing System-VMS) 11
1.2.3.2. Cu trc knh phn phi theo chiu ngang (Hori-zontal Marketing
system HMS)...............................................................................................12
1.2.3.3 Cu trc knh phn phi a knh....................................................13
1.2.4. La chn cc gii php cho knh......................................................13
1.3. H thng bn l...................................................................................16
1.4. H thng bn s...................................................................................18
CHNG 2................................................................................................20
PHN TCH CHIN LC PHN PHI CA C PH TRUNG
NGUYN TI TH TRNG VIT NAM
2.1. Tng quan nhu cu, th hiu v cc doanh nghip cnh tranh trong
ngnh c ph Vit Nam..........................................................................20
2.1.1. Tng quan nhu cu, th hiu v c ph ca khch hng....................20

-5-

2.1.2. Bc tranh cc doanh nghip cnh tranh trong ngnh c ph Vit Nam
.....................................................................................................................21
2.2. Tng quan v tp on Trung Nguyn.............................................22
2.2.1. S mng, gi tr ct li v nim tin..................................................22
2.2.2. S lc qu trnh hnh thnh v hot ng tp on Trung Nguyn
.....................................................................................................................24
2.2.3. C s vt cht ..................................................................................25
2.2.4. Ngun nhn lc................................................................................26
2.2.5.Ngun vn kinh doanh.......................................................................26
2.2.6. Mt hng............................................................................................27
2.3. H thng knh phn phi c ph Trung Nguyn.............................29
2.3.1. Vai tr v chc nng ca knh phn phi trong hot ng marketing
ca cng ty Trung Nguyn...........................................................................29
2.3.1.1. Vai tr ca knh phn phi.............................................................29
2.3.1.2. Chc nng ca knh phn phi......................................................29
2.3.1.3. Mc tiu ca Trung Nguyn...........................................................30
2.3.2. Hot ng knh phn phi ca Trung Nguyn...................................32
2.3.2.1.S h thng.................................................................................32
2.3.2.2. Hot ng knh..............................................................................33
2.3.3. Dng lu chuyn trong knh phn phi.............................................35
2.3.4. Hnh thc nhng quyn thng hiu trong phn phi ca c ph
Trung Nguyn.............................................................................................35
2.3.4.1. Khi qut h thng nhng quyn Trung Nguyn.........................35
2.3.4.2. Nhng yu cu khi nhng quyn.................................................36
2.3.4.3. S pht trin ca h thng qun nhng quyn Trung Nguyn.....38
2.3.4.4. H gi tr ca chui qun nhng quyn Trung Nguyn...............38
2.3.4.5. u v nhc im ca hnh hnh thc nhng quyn ti Trung
nguyn.........................................................................................................39
2.3.5. H thng G7.......................................................................................40

-6-

2.3.5.1. Hon cnh ra i............................................................................40

2.3.5.2. S mng, mc ch, phng chm hot dng v chin lc kinh
doanh ca G7 Mart .....................................................................................41
2.3.5.3. M hnh G7....................................................................................42
2.3.5.4. Cc giai on pht trin ca G7 mart.............................................42
2.3.5.5. Li ch ca h thng G7 Mart........................................................43
2.3.5.6 Nhn xt v G7 Mart.......................................................................43
Thnh cng.......................................................................................43
Tht bi ............................................................................................44
2.4. i th cnh tranh.............................................................................46
2.5. Thnh cng v tht bi ca knh phn phi Trung Nguyn.........47
2.5.1. Thnh cng........................................................................................47
2.5.2. Tht bi..............................................................................................49
CHNG 3................................................................................................51
MT S KIN NGH HON THIN CHIN LC PHN PHI
CA TRUNG NGUYN
3.1. V pha Trung Nguyn.........................................................................51
3.2. V pha Chnh Ph..............................................................................55
KT LUN................................................................................................58
TI LIU THAM KHO........................................................................59

-7-

CHNG 1
C S L LUN V CHIN LC PHN PHI
1.1. Khi qut v chin lc phn phi
1.1.1. Cc nh ngha
Phn phi l mt h thng cc hot ng nhm chuyn mt sn
phm, mt dch v hay mt gii php n tay ngi tiu dng mt thi
im ti mt a im nht nh vi mc ch tho mn ng nhu cu
mong i ca cc trung gian hay ngi tiu dng cui cng.
Knh phn phi l mt tp hp cc doanh nghip v c nhn c lp
v ph thuc ln nhau tham gia vo qu trnh a sn phm, dch v hay
mt gii php ti tay ngi tiu dng.
Chin lc knh phn phi l tp hp cc nguyn tc nh cc
doanh nghip c th t mc tiu phn phi trn th trng mc tiu.
1.1.2. Vai tr ca chin lc phn phi
Gp phn trong vic tho mn nhu cu ca th trng mc tiu, lm
cho sn phm sn sng c mt trn th trng, ng lc, ng ni i vo
tiu dng.
Gip doanh nghip ln kt hot ng sn xut ca mnh vi khch
hng, trung gian v trin khai tip cc hot ng khc ca marketing nh:
Gii thiu sn phm mi, khuyn mi, dch v hu mi
Trong mi trng cnh tranh gay gt chin lc phn phi gip
doanh nghip to s khc bit cho thng hiu v tr thnh cng c cnh

-8-

tranh.
Chin lc phn phi cng vi chin lc khc ca marketing- mix
thc hin ng b gip doanh nghip t c cc mc tiu ra.
1.1.3. Cc chc nng ca knh phn phi
- Knh phn phi chuyn sn phm t nh sn xut n tay ngi
tiu dng, n lp c khong cch v thi gian, khng gian v quyn s
hu gia nhng ngi s dng chng.
- Thng tin: Thu thp v phn phi thng tin cn thit v mi trng,
khch hng hin ti v tim n, v cc i th cnh tranh gip cho
vic ra quyt nh thch hp.
- C ng kch thch tiu th hng: Trin khai cc hot ng nhm
xc tin tiu th sn phm n vi khch hng v cc trung gian.
- Tip xc, thit lp quan h vi khch hng: L nhng hot ng
tm kim, thit lp cc quan h, duy tr quan h khch hng hin ti v tim
n.
- Thch ng v hon thim sn phm: Cc thnh vin knh phn phi
s iu chnh, hon thin v tng tnh thch ng ca sn phm nh: Phn
loi, ng gi.
- Thng lng m phn: Nhm i n nhng tha thun v gi c
v cc iu kin giao hng. y l giai on thc hin s chuyn nhng
s hu sn phm v dch v.
- Lu thng: c thc hin thng qua hot ng vn chuyn, lu
kho sn phm.
- Ti tr: Huy ng v s dng tin bc trang tri chi ph hot
ng ca knh .
- San s ri ro: Chia s nhng ri ro trong qu trnh phn phi sn
phm nh s thay i th hiu ca ngi tiu dng, sn phm h hng
trong khu vn chuyn v d tr

-9-

1.2. Knh phn phi

1.2.1. Cc cu trc knh phn phi

Hnh 1.1. Cc loi knh phn phi

Knh trc tip khng c trung gian, nh sn xut bn hng thng cho
ngi tiu dng. C ba cch bn hng trc tip: Bn n tng nh, bn ti
ca hng gii thiu sn phm v bn theo th hoc in thoi t hng
Knh 1 cp ch c mt trung gian bn hng trong th trng hng
tiu dng, l ngi bn l. Trong th trng hng cng nghip, l
ngi mi gii hay i din bn hng.
Knh 2 cp c 2 trung gian marketing. Trong th trng hng tiu
dng, thng l nh bn s v bn l. Trong th trng k ngh th l
b phn phn phi ca cng ty v cc nh bun.

- 10 -

Knh 3 cp c 3 trung gian phn phi. Th d: Trong ngnh nc

ngt, ru bia c th c thm tng i l hay i l bn bun-ngi bn s
v ngi bn l.
1.2.2. Hot ng ca knh phn phi
Mt knh phn phi l mt s lin kt cc c s khc nhau li v li
ch chung. Mi thnh vin trong ng dy u da vo nhng thnh vin
khc. V d nh cc nh phn phi xe Ford da vo cng ty Ford c
c nhng chic xe thit k v ch to tt, p ng c nhu cu ca
khch. Cng ty Ford th li da vo cc nh phn phi thu ht khch
hng, thuyt phc h mua xe Ford v cung cp cc dch v sau khi h
mua. Bn cnh , mi thnh vin trong ng dy gi mt vai tr ring v
chuyn thc hin mt hay nhiu chc nng. Vai tr ca hng IBM l sn
xut ra nhng my tnh c nhn hp dn khch hng v to ra sc cu qua
qung co rng ri ton quc. Vai tr ca ca hng chuyn doanh my tnh
l trng by my ti nhng v tr thun li, tr li thc mc ca khch hng
mun mua, k kt thng v v cung cp dch v cho khch. ng dy s
c hiu qu nht khi tng thnh vin c giao nhim v m h c th lm
tt nht.
V s thnh cng ca cc c nhn thnh vin tu thuc vo thnh
cng ca c ng dy, nn mi c s trong ng dy u phi hiu vo
chp nhn phn vic ring ca mnh, phi hp mc tiu v hot ng ca
mnh vi mc tiu v hot ng ca cc thnh vin khc v phi hp
hon thnh mc tiu ca ng dy. Bng s hp tc, h c th nm bt,
cung ng v tha mn th trng mc tiu tt hn.
V cho ton b ng dy hot ng tt, cn chuyn mn ha vai
tr ca tng thnh vin v cc xung t v nu c cc xung t th phi
c gii quyt hu hiu. S hp tc, chuyn mn ha v xung t trong
ng dy ch thc hin c vi mt cp lnh o vng mnh. ng

- 11 -

dy s hot ng tt hn nu c mt gung my iu hnh c quyn lc,

phn chia lc lng hp l trong ng dy, bit cch phn nhim v v
phn gii xung t mt cch khoa hc.
1.2.3 Cc knh phn phi
1.2.3.1 Cu trc knh phn phi dc (Vertican Marketing SystemVMS)
Mt h thng phn phi dc VMS hot ng nh mt th thng nht,
gm cc nh sn xut, nh bn s v nh bn l. Hoc thnh vin ny l ch
ca thnh vin khc hoc cho h c quyn kinh tiu hoc c quyn lc
mnh n ni cc thnh vin kia phi hp tc. Mt VMS c th do mt nh
sn xut, mt nh bn l hay mt nh bn s thng tr. VMS xut hin nhm
kim sot hot ng ca knh v iu gii xung t do mi thnh vin ch
chy theo li ch ring ca mnh.
So snh knh phn phi thng thng vi h thng phn phi dc
c trnh by trong hnh 1.2

- 12 -

Hnh 1.2
Cc loi knh phn phi dc:
* H thng knh phn phi cng ty ( VMS cng ty): Trong qu trnh sn
xut v phn phi sn phm c thc hin thng qua cc thnh vin knh
l nhng n v trc thuc do mt ch s hu duy nht chi phi.
* H thng knh phn phi c qun l (VMS c qun l): Trong d qu trnh
sn xut v phn phi sn phm c thc hin thng qua cc thnh vin
trong knh c lp vi nhau, khng b chi phi bi cc kh c hp ng,
nhng chu nh hng iu tit vic lin kt vi nhau bi sc mnh ca
mt thnh vin knh i vi cc thnh vin cn li trong knh
* H thng phn phi theo hp ng (VMS hp ng): Trong cc cng ty
c lp cp ca knh thc hin hot ng phn phi v lin kt vi
nhau bng cc kh c hp ng nhm t c hiu qu kinh doanh vt
tri hn so vi vic ng n l mt mnh.
* Chui lin kt t nguyn ca ngi bn s bo tr (Wholesaalersponsored voluntary chains): L nhng h thng trong ngi bn s t
chc cc chui t nguyn gm cc nh bn l c lp, nhm gip h cnh
tranh vi cc chui ln.
* Hp tc ca nhng ngi bn l (Retailer coop eratives): L nhng h
thng trong nhng ngi bn l cng nhau t chc thnh lp mt doanh
nghip mi, ng s hu tin hnh vic mua s v bn l cc sn phm.
* T chc c quyn knh tiu (Franchise organi-zations): l h thng phn
phi dc, trong cc thnh vin trong knh c hng nhng u i c
quyn kinh doanh sn phm.

- 13 -

1.2.3.2. Cu trc knh phn phi theo chiu ngang (Hori-zontal

Marketing system HMS)
y l mt dng cu trc knh phn phi c lin kt bi hai hay
nhiu doanh nghip trn mt cp ca knh khai thc nhng c hi
mi xut hin trn th trng. Nh vo s lin kt ny cc doanh nghip c
th huy ng c ngun lc v vn, nng lc sn xut kh nng khai
thc
1.2.3.3 Cu trc knh phn phi a knh
Cc cng ty cng ng dng nhng h thng marketing a knh
vn ti cng mt th trng hay nhng th trng khc nhau. Chng hn,
M cng ty General Electric va phn phi sn phm cho cc nh bun
c lp, va bn thng cho cc nh thu xy dng ln. Vit Nam, cng
ty nc gii kht IBC va phn phi cho cc nh bun c lp, va phn
phi cho cc im HOREKA (Hotel, Restaurant, Karaoke).
1.2.4. La chn cc gii php cho knh
La chn cc gii php cho knh l nhng bc cng vic c th
trong chim lc phn phi. Gii php tt nht cho knh phn phi chnh l
la chn cc trung gian phn phi.
L do la chn trung gian:
Doanh nghip c th la chn h thng phn phi c sn trn th
trng to thnh knh phn phi cho mnh.Ngoi lc lng bn hng
ca mnh, doanh nghip c th s dng nhng i l phn phi ca nhng
ngi sn xut khc, nhng ngi phn phi c quyn, nhng ngi bn
l.. Cc nh sn xut da vo kinh nghim, s chuyn mn ha v quy
m hot ng ca mnh em li cho h nhiu iu li hn so vi vic

- 14 -

nh sn xut t phn phi. S dng gii trung gian phn phi c th em

li nhng s tit kim kh ln (hnh 1.3)
K hiu quy c: SX: Nh sn xut
KH: Khch hng

Hnh 1.3
Nh hnh v cho thy: Bn nh sn xut trc tip lm marketing
phn phi cho bn khch hng i hi ti 16 ln tip xc. Nhng nu s
dng trung gian phn phi s ln tip xc gim xung ch cn 8.
Xc nh s lng trung gian:
Doanh nghip cn phi xc nh xem s lng nhng nh trung gian
cn thit cho mi cp theo tng chnh sch phn phi
- Phn phi c quyn: Phn phi c quyn l chnh sch c ngi
sn xut s dng hn ch s lng trung gian bn hng ca mnh khi h
duy tr kim sot cht ch nhm m bo hnh nh tt v cht lng sn
phm v mc dch v do ngi bn hng thc hin.
-Phn phi chn lc: Phn phi chn lc l chnh sch la chn nhng
ngi phn phi theo kh nng bn hng ca h nhng khng c s c

- 15 -

quyn v lnh th. Chnh sch ny thng c dng cc doanh nghip

n nh hay nhng doanh nghip mi ang tm cch thu ht khch hng
trung gian bng cch bng cch p dng chnh sch phn phi chn lc.
-Phn phi i tr: Phn phi i tr l chnh sch c ngi sn xut
vn dng nhm a sn phm v dch v cho cng nhiu trung gian cng
tt.Chnh sch ny c p dng ph bin cho cc loi hng ho tiu dng
thng thng
Tuyn chn thnh vin trung gian ca knh phn phi:
Cng ty phi bit thu ht cc trung gian c cht lng cho knh d
nh. Nhng trung gian tt cn c nhng c im g? l kh nng am
hiu v quan h tt i vi khch hng, thm nin v kinh nghim, kh
nng hp tc, hiu qu v uy tn trong kinh doanh. i khi cn nh gi v
a im kinh doanh, kh nng pht trin trong tng lai.
Tip cn cc trung gian:
Gii trung gian phi c thng xuyn kch thch lm vic tt
hn. Cng ty cn phi hiu c nhu cu v c mun ca h. C 3 kiu
tip cn vi gii trung gian: hp tc, hn hp v lp chng trnh phn phi
- S hp tc c kch thch bng mc li cao, tin thng, tr cp
qung co, tr cp trng by hng, thi ua doanh s.
- S hn hp th hin cch lm n lu di, v li ch chung i vi
nh phn phi.
- Lp chng trnh phn phi l kiu tha thun tin b nht. Hai bn
cng vch ra mc tiu kinh doanh, k hoch tiu th, k hoch qung co,
khuyn mi. Cng ty bin cc nh phn phi t cch ngh pha ngi
mua chuyn sang cch ngh, lm n pha ngi bn. H l mt b phn
trong h thng marketing dc VMS ca cng ty.
nh gi v trung gian phn phi:
Nh sn xut phi nh k nh gi hot ng ca ngi trung gian
theo nhng tiu chun nh nh mc doanh s t c, mc lu kho

- 16 -

trung bnh, thi gian giao hng cho khch, cch x l hng ha tht thot
hoc h hng, mc hp tc trong cc chng trnh qung co v hun
luyn ca cng ty v nhng dch v h phi lm cho khch.
Mc doanh s t c ca cc trung gian c th c so snh vi
mc h t c trong thi k trc . T l tng tin trung bnh ca
c nhm c th dng nh mt tiu chun nh gi.
1.3. H thng bn l
Bn l l tt c nhng hot ng c lin quan n vic bn hng ha
hay dch v trc tip cho ngi tiu dng h s dng cho bn thn ch
khng phi kinh doanh.
Bn l l mt ngnh quan trng. So vi cc c s sn xut v bn s,
h ng gp 7 ln v l ngun cung cp vic lm rt ln.
Cc hnh thc bn l :
Theo mc phc v, gm c:
- Bn l t phc v
- Bn l phc v c gii hn
- Bn l phc v ton phn
Theo mt hng kinh doanh, c cc loi:
- Ca hng chuyn doanh
- Ca hng bch ha
- Cc siu th v i siu th
- Cc ca hng thc phm tin dng
Theo gi bn, ngi ta phn bit
- Ca hng chit khu. Cc ca hng ny bn hng t tiu chun vi gi
thp. H chp nhn mc li thp nhng khi lng bn ra ln.
- Ca hng kho (bn s lng ln vi gi h).
Bn l khng dng ca hiu, gm c:
- Bn qua bu in

- 17 -

- Bn qua catalog
- Bn qua in thoi
- Bn hng bng my bn hng t ng
- Bn l tn nh
Ca hng chui (Chain Store)
Ca hng chui l mt trong s nhng pht trin quan trng nht ca
hot ng bn l ca th k ny. l ca hng c hai hay nhiu hiu bn
l cng chung mt s hu v kim sot bn nhng mt hng ging y nh
nhau, vic mua bn c tnh cht tp quyn v c th c kiu kin trc ca
hiu y ht nhau. Chui cng ty c cng chung s hu v kim sot, c kin
trc vi phong cch ng nht lm ni bt mi ca hng n v v gip
khch hng d nhn ra hn. Chui cng ty c li th hn cc ca hng c
lp nh kh nng c th bn gi h v tiu th c khi lng ln hng
ha.
Hp tc x tiu th
L t chc bn l ca chnh khch hng. Nhng ngi c tr chung
trong mt cng ng c th lp mt hp tc x tiu th khi h cm thy
nhng hiu bn l a phng li qu cao hoc cung cp hng km phm
cht hay mt hng ngho nn. Nhng ngi dn ny gp tin li m ra
ca hng ring ca h v biu quyt v mi ng li hot ng cng nh
chn la cc qun tr vin. Ca hng c th bn gi thp hn hoc bn gi
nh bnh thng v chia li cho cc x vin da trn mc mua hng ca
h.
T chc c quyn kinh tiu
Mt t chc c quyn kinh tiu l mt s lin kt theo hp ng
gia bn k pht c quyn (Franchiser) v bn c nhng c quyn
(Franchisees) - Nhng thng gia c lp mun mua quyn s hu v
quyn kinh doanh mt hoc nhiu n v thuc h thng c quyn.
Ngi k pht c quyn kinh tiu s nhn c nhiu khon li

- 18 -

nh: ph gia nhp, tin bn quyn tnh theo doanh s, l ph cho thu trang
thit b c chia mt phn ln. V d: Hng Mc. Donald thu l ph gia
nhp 150.000 la cho mi ngi c nhng c quyn; l ph bn
quyn l 3%, l ph thu mn trang thit b l 8,5% doanh s ca ngi
mua c quyn. Cng ty cn buc h phi ti hc Hamburger University
trong 3 tun l bit cch kinh doanh ra sao.
1.4. H thng bn s
Bn s bao gm tt c cc hot ng nhm bn hng ha v dch v
cho ngi mua v bn li hoc kinh doanh. Cc nh bn s, giao dch
ch yu i vi khch hng bun bn hn l khch tiu dng trc tip. H
ch yu mua hng t nh sn xut, bn cho ngi bn l, cho cc c s k
ngh v cc nh bn s khc.
Nh bn s thc hin nhiu chc nng bao gm vic bn hng v
qung co, mua hng v lm cng vic phn phi, bc d hng vi khi
lng ln, tn kho, chuyn ch, ti tr, chp nhn ri ro, cung ng tin tc
th trng, cung cp cc dch v v qun tr v lm t vn.
Cc hnh thc bn s:
Gii bn s thng c phn phi thnh bn nhm:
Nh bn s thng nghip
Nm quyn s hu hng ha. Nhm ny gm cc nh bn s phc v
ton phn (thng nhn bn s, nh phn phi - kinh tiu k ngh) v cc
nh bn s phc v gii hn (bn s tin mt t ch, nh bn s b mi trung
gian trc tip giao hng, nh bn s k gi v bn s theo n t hng).
Cc nh mi gii v i l
H khng s hu hng ha v ch thc hin chc nng mi gii to
thun li cho vic mua v bn, qua h c hng hoa hng t 2 - 6%
trn gi bn. in hnh ca gii ny l cc nh mi gii thc phm, a c,
bo him v chng khon. Cc i l thng c nhiu dng: i l ca nh

- 19 -

sn xut (i l bn s), cc i l tiu th, i l thu mua v nh bun n

hoa hng.
Chi nhnh v vn phng ca nh sn xut
Vn phng giao dch v chi nhnh bn hng ca nh sn xut c
thnh lp thc hin cc cng vic bn hng, qung co v kim tra
hng tn kho. Nhng chi nhnh bn hng ny thng c tr hng v
thng hot ng trong nhiu ngnh trang thit b, ph tng xe hi,
tp ha, hng kh.
Cc nh bn s tp loi
Gm cc nh bn s kinh doanh nhiu loi mt hng khc nhau k c
cc i l u mi xng du, bn v giao hng n tn tng cy xng, cc
cng ty u gi
Trong hot ng kinh doanh hin nay, cc nh bn s tin b ang
thch ng cc hot ng, dch v theo nhu cu khch hng v tm kim
nhng phng php gim chi ph ca vic giao dch.

- 20 -

CHNG 2
PHN TCH CHIN LC PHN PHI CA C PH
TRUNG NGUYN TI TH TRNG VIT NAM
2.1. Tng quan nhu cu, th hiu, mc cung v bc tranh cnh
tranh trong ngnh c ph Vit Nam
2.1.1. Tng quan nhu cu, th hiu v mc cung v c ph
C ph l loi hng ha giao dch mnh trn th trng th gii nh
London v New York. Brasil l nc sn xut c ph ln nht trn th gii
vi sn lng trn 1,7 triu tn hng nm, chim 25% th trng quc t.
Ngi Phn Lan ung nhiu c ph nht th gii. V nc tiu th c ph
ln nht th gii l Hoa K.
Vit Nam lng c ph tiu th ni a cn rt khim tn. Mi
ngi Vit Nam mt nm ch dng ht khong na kg c ph, bng mt
phn mi cc nc chu u. D bo, nin v c ph 2009-2010 c th
gim 15-20% v sn lng ty vo tng vng trng.
Vit Nam l nc sn xut c ph ng th 2 trn th gii, nhng
vic tiu th sn phm c ph li t c vo th trng nc ngoi, trong
khi , th trng trong nc y tim nng li b ng. Bnh qun cc nc
thnh vin ca T chc c ph quc t (ICO) tiu th ni a mi nm ln
n 25,16% sn lng, trong khi Vit Nam (l thnh vin ca T chc)
hin nay ch mi t 5% sn lng thu hoch.
T l tiu dng c ph trong nc vn mc rt thp (0,5kg/ngi/
nm s vi cc nc trng c ph khc c mc trung bnh l
3kg/ngi/nm) khng to ra s t ch ca sn lng tiu dng ni
a so vi xut khu; c ph vn ch l c ph, chng ta cha bit khai thc
cc gi tr v vn ha, du lch, u t, ti chnh, kho vn, khoa hc k thut,

- 21 -

kinh t tri thc, l nhng ngnh, nhng lnh vc c lin quan mt thit
n ngnh c ph.
Thc t, trong my nm qua, c nc hu nh khng c mt hot
ng xc tin thng mi tch cc no nhm thc y tiu dng c ph
trong nc.
Tuy nhin, sau s kin Trung Nguyn ra mt G7, c Lc m
Festival c ph Bun Ma Thut, tuy thc cht ch l mt hot ng trin
lm hn l tnh cht thng mi, nhng cng t , mi nm cng tiu th
c gn 10.000 tn c ph nhn. C ph cng v ang tr thnh mt
loi nc ung a chung ca nhiu ngi t thnh th n nng thn.
Mc cu c ph lin tc tng t 1,7-2,5% t nm 2000-2008 v tip
tc trong nm nay. Trong khi cc nh kinh doanh c ph lo lng sn lng
c ph ang tng c th s vt nhu cu ton cu v nh hng n gi c.
Mc tiu th c ph lm thc ung thay ch Chu ang tng. Thi gian
qua, chu tr thnh khu vc tiu th c ph chnh.
Lnh o Cc Trng trt (B NN-PTNT) cho bit, Vit Nam ang l
quc gia ng th 2 th gii v sn lng c ph vi hn 996 ngn
tn/nm.
2.1.2. Bc tranh cc doanh nghip cnh tranh trong ngnh c ph Vit
Nam
i vi nc trng c ph nh Vit Nam, ngi trong ngnh c ph
khi cp n thng hiu tch ring thnh ba loi: thng hiu ca
nh xut khu c ph nhn, thng hiu ca cc nh ch bin c ph ha
tan v thng hiu ca cc nh ch bin c ph rang xay.
Thng hiu c ph nhn xut khu

Theo Hip hi C ph Vit Nam (Vicofa), c nc hin c hn 140

doanh nghip tham gia xut khu c ph v s lng cc nh xut khu teo

- 22 -

tp dn theo thi gian, loi thi dn nhng nh xut khu c ph nghip d

mi nm ch xut vi container.
Nu ni v thng hiu c ph xut khu trong vng 10 nm tr li
y th dn u l Tng cng ty C ph Vit Nam (Vinacafe), mt doanh
nghip nh nc.
Thng hiu c ph ha tan

Mc d th trng c ph ha tan Vit Nam hin nay kh phong ph,

ngoi ch bin trong nc cn c nhp khu vi hng chc nhn hiu khc
nhau nhng th phn hin nm trong tay bn thng hiu hng u l:
- Vinacafe Bin Ha: C th mnh l gn b th trng trong nc

t lu, nhiu kinh nghim trong sn xut, thm nhp th trng v

c th xem y l nh my sn xut c ph ha tan u tin ca
Vit Nam.
- Nescafe ca Nestle (doanh nghip 100% vn nc ngoi): C u

th ca mt tp on a quc gia.
- G7 ca Trung Nguyn: Kinh nghim tng tri trong lnh vc c

ph rang xay v h thng qun nhng quyn.

- V gn y cn c thm Moment ca Vinamilk: Vi h thng

chn rt phn phi rng khp c nc.

Tuy th trng c ph ha tan trong nc c dung lng khng ln
v mi pht trin mnh chc nm tr li y nhng y li l th trng
cnh tranh khc lit.
Thng hiu c ph rang xay
Ni ln u tin l thng hiu c ph Trung Nguyn vi hng trm
qun c ph nhng quyn trong nc, k c nc ngoi.
Sau Trung Nguyn c Highlands cng l c ph rang xay kt hp vi
h thng qun mang cng thng hiu. Ngoi ra cn c nhiu nhn hiu c
ph rang xay khc kt hp vi h thng qun nh Phc Long vi thng

- 23 -

hiu Chateau hay mt s cng ty kinh doanh tr Bo Lc kt hp kinh

doanh c ph.
Ngnh c ph Vit Nam mc d c nhng bc pht trin thn k
trong thi gian qua, ng gp mt cch ng k vo s n nh v pht
trin chung ca k Lk, Ty Nguyn, v ca c Vit Nam. Tuy nhin, vn
cn cha ng y nhng yu t km bn vng: Ch yu l xut c ph
nhn, c ph ch bin v thng hiu cn v cng thp; gi tr ca c ph
nhn xut khu cng rt thp, khng ch trng n cht lng v tnh lu
di ca sn phm, t l tiu dng c ph trong nc vn mc rt thp
(0,5kg/ngi/ nm s vi cc nc trng c ph khc c mc trung bnh l
3kg/ngi/nm) khng to ra s t ch ca sn lng tiu dng ni
a so vi xut khu.
C ph vn ch l c ph, chng ta cha bit khai thc cc gi tr v
vn ha, du lch, u t, ti chnh, kho vn, khoa hc k thut, kinh t tri
thc, l nhng ngnh, nhng lnh vc c lin quan mt thit n ngnh
c ph.
Sau khi i mi nn kinh t, xut hin nhng doanh nghip c nhng
bc pht trin c coi l thn k, c nhng tng t ph. Tt c
nhng iu chnh l nhng tin chng ta c th hoch nh v pht
trin ngnh c ph nh mt ngnh mi nhn ca quc gia.

2.2. Tng quan v tp on Trung Nguyn

2.2.1. S mng, gi tr ct li v nim tin
S mng:

Kt ni v pht trin nhng ngi am m c ph trn ton th gii.

Gi tr ct li:

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

- 24 -

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
nhn loi.
2.2.2. S lc qu trnh hnh thnh v hot ng tp on Trung
Nguyn
- Ngy 16/6/1996: Khi nghip ti Bun Ma Thut.
- 1998: Trung Nguyn xut hin Tp. H Ch Minh bng cu khu hiu
Mang li ngun cm hng sng to mi.
- 2000: Hin din ti H Ni v ln u tin nhng quyn thng hiu
n Sigapore, Trung Nguyn l cng ty Vit Nam u tin p dng m
hnh nhng quyn thng hiu trong nc v quc t.
- 2001: Cng b cu khu hiu mi: Khi ngun sng to, c mt ti tt
c cc tnh thnh Vit Nam, tip tc nhng quyn thnh cng ti Nht
Bn, Thi Lan, Campuchia...
- 2003: Ra i sn phm c ph ha tan G7 bng s kin th mi ti Dinh
Thng Nht (vi 89 % ngi tiu dng chn G7 l sn phm yu thch hn
so vi 11% chn Nescafe).
Cng nghip ha hot ng sn xut. Khnh thnh nh my c ph
rang xay ti Bun Ma Thut v nh my c ph ha tan ln nht VN ti
Bnh Dng vi cng sut rang xay l 10,000tn/nm v c ph ha tan l
3,000 tn/nm.

- 25 -

- 2005: t chng nhn EUREPGAP (Thc hnh nng nghip tt v Cht

lng c ph ngon) ca th gii.
L thng hiu c ph Vit Nam duy nht c chn phc v cc
nguyn 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.
- 2006: Khi ng d n Th ph c ph ton cu ti Bun Ma Thut
- Thng 12/2007: Kt hp cng UBND tnh k Lk t chc thnh cng
Tun l vn ha c ph ti 2 u cu ca t nc l H Ni v Tp.HCM.
- 2008: Khnh thnh Lng c ph Trung Nguyn ti Bun Ma Thut.
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.
- 2009: Cc mc tiu ngn hn v di hn : Thng lnh th trng ni 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
2.2.3. C s vt cht
Ca hng G7mart chun (phi t c iu kin c din tch rng
hn 200 mt vung) c cng ty C phn thng mi v dch v G7 u
t ti chnh (t 50-200 triu ng/1 ca hng); u t h thng nhn din,
hun luyn phng thc bn hng hin i, cung cp gii php chun ha
trong trng by hng, h thng phn mm qun l bn l, h thng bng
qung co
Hin c 500 ca hng G7 chun v hng nghn cc ca hng
G7Mart thnh vin bt u hot ng trn ton quc.

- 26 -

Trong nm 2006, ngoi 500 ca hng G7Mart chun, c 9.500 ca

hng G7mart thnh vin v 60 trung tm phn phi G7mart i vo hot
ng.
n nm 2010, k hoch t ra l trong nc s c 35.000 ca
hng tp ho v ca hng thnh vin tham gia d n G7Mart. G7 s xy
dng c 200 trung tm phn phi, 100 Tng kho phn phi, 7 Trung tm
thng mi v 7 i siu th.
2.2.4. Ngun nhn lc
Hin nay, tp on Trung Nguyn c khong gn 2000 nhn vin
lm vic cho cng ty c phn Trung Nguyn (TP.HCM), cng ty c phn
c ph Trung Nguyn (BMT), cng ty c phn TM & DV G7, nh my c
ph Trung Nguyn (Bun Ma Thut), nh my c ph ha tan Trung
Nguyn (Bnh Dng) chi nhnh Trung Nguyn Cn Th, Bun Ma Thut,
Nng, H Ni, Chi nhnh Trung Nguyn ti Singapore. Ngoi ra, Trung
Nguyn cn gin tip to cng n vic lm cho hn 15.000 lao ng qua h
thng 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.Mt i ng cc chuyn gia, t vn
chin lc hng u th gii, ang cng Trung Nguyn hoch nh cho
mc tiu chinh phc th trng th gii.
2.2.5. 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.
Vic lin tc y mnh qui m hot ng sn xut ny a sn phm c
ph Trung Nguyn c mt trn th trng ca 43 quc gia, trong c ph
ho tan G7 cng xut hin ti 20 nc nh M, Nht, Nga

- 27 -

Ngy 2/11/2005 Trung Nguyn a vo hot ng Nh my c ph

ho tan G7 ti KCN Tn ng Hip A - Bnh Dng. y l nh my c
cng sut sn xut c ph ho tan ln nht VN hin nay: 3000 tn/nm vi
tng chi ph u t trn 10 triu USD. Ton b dy chuyn thit b, cng
ngh ca nh my 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
my sn 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 40 triu usd, xy dng trn din tch 27.000m2 v c chia lm 2 giai
on.
- Giai on 1, u t gn 20 triu USD cho cng tc xy dng c s
h tng, 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
theo tiu chun hin i nht th gii, ng thi xy dng m rng nh
my thm 50.000m2.
D kin cng sut thit k nh my t hn 60.000 tn c ph ch
bin mi nm v theo k hoch, sau 18 thng nh my s c hon tt,
a vo hot 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 Pht trin 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.
2.2.6. Mt hng

C ph Trung Nguyn chia lm 3 loi sn phm: Sn phm cao cp,

trung cp v thng thng.

- 28 -

Sn phm cao cp, vi cc loi:

- Weasel (250g): Sn lng c ph Chn trn ton th gii ch khong
200kg/nm, v th, c ph Chn l loi c sn qu him v t gi nht th
gii.
- 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
- House blend (250g & 500g): Hng thm nng, v m hn vi nc
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 ,G7 Cappuccino c cht lc tinh
ty t nhng ht c ph ngon nht Bun Ma Thut kt hp bt kem v cc
nguyn liu cao cp khc, hng v nng nn ca ht d v c ph ho hng
ca vng t Bun Ma Thut. C 3 hng v: Hazelnut, Irish Cream v
Mocha.
C ph ha tan G7 2 in1:(c ph v ng), cc loi: Lucky, Hero,
Win, Victory.

- 29 -

2.3. H thng knh phn phi c ph Trung Nguyn

2.3.1. Vai tr v chc nng ca knh phn phi trong hot ng
marketing ca cng ty Trung Nguyn
2.3.1.1. Vai tr ca knh phn phi
Gip cho khch hng tip cn nhanh hn vi sn phm ca cng ty.
Mang ti cho khch hng nhng ly c ph y hp dn
To sc cu cho mt hng caf trong v ngoi nc.
Knh phn phi cng l ni tr li nhng thc mc ca sn phm.
Phi hp cc mc tiu ca tng thnh vin trong knh phn phi gp

phn thc y mc tiu ca t chc.

2.3.1.2. Chc nng ca knh phn phi
Chc nng ca knh phn phi cafe Trung Nguyn ni ring cng l
chc nng ca mt knh phn phi ni chung.
Phi tip nhn sn phm mi nhanh chng v a ra nhng chin
lc ph hp cho vic phn phi.
Dung ho ri ro vi li ch khi tip cn s lng khch hng mi
Chc nng hu cn bao gm hot ng phn phi vt l nh hot

ng vn chuyn, kim k, tch tr hng ho, v hu cn cn thc

hin chc nng tp hp cc hng ho c cng tnh nng, li ch t
nhiu nh cung cp gip cho khch hng c nhiu la chn cho
cc sn phm m h cn hn
Chc nng n gin v thun tin ho hot ng phn phi

(faciliating function). Chc nng gip cho hot ng phn phi tr

nn d dng v thun tin hn c thc hin bi cc thnh vin
knh bao gm vic nghin cu th trng v hot ng thanh ton.
Hot ng nghin cu th trng: Nghin cu th trng l mt

trong nhng chc nng chnh ca knh phn phi. Li ch thu c t

hot ng nghin cu th trng chnh l s nh gi mt cch chnh

- 30 -

xc v thi quen, tnh cch, v tm l ca khch hng mc tiu.

Nhng thng tin thu thp c t cc trung gian phn phi gip cho
nh sn xut c c k hoch pht trin sn phm v hot ng
truyn thng Marketing hp l.
Hot ng thanh ton: Thanh ton n gin, thun tin c coi
l mt chc nng quan trng trong c th trng ngi bn ln ngi
mua. Cc nh trung gian th mun hot ng thanh ton tr nn ngy
cng d dng cho khch hng h c th nhanh chng kt thc ln
bn hng v thu c tin v
Chc nng giao dch trong phn phi : To ra cc mi lin h vi

khch hng v s dng cc chin lc truyn thng Marketing to

ra s nhn bit trong khch hng v sn phm cafe ca Trung
Nguyn
Thu thp thng tin cn thit hoch nh chin lc v to
thun li cho s trao i.
Trin khai v ph bin nhng thng tin c sc thuyt phc cao
v nhng mn hng ang kinh doanh v cc sn phm mi.
Tm ra thng tin c vi khch hng tng lai.
C gng i ti cc tha thun v gi c cc vn quanh sn
phm m khch hng nh mua.
Chp nhn cc ri ro lin quan ti cc hot ng iu hnh ca
knh.
2.3.1.3. Mc tiu ca Trung Nguyn
ng ng L Nguyn V, Ch tch HQT Cng ty G7: Mc tiu
ca h thng cc ca hng G7 l h tr mnh m chin lc pht trin
thng hiu Vit v tr thnh h thng phn phi a phng lm i trng
vi cc tp on phn phi nc ngoi., C th l:
Thng lnh th trng ni a

- 31 Gia tng gp i ph ca cc im bn.:

+ n nm 2010, k hoch t ra l trong nc s c 35.000 ca

hng tp ho v ca hng thnh vin tham gia d n G7Mart. G7 s xy
dng c 200 trung tm phn phi, 100 Tng kho phn phi, 7 Trung
tm thng mi v 7 i siu th
+ Xy dng 6 trung tm thng mi G7 cho ti nm 2010 theo
tiu chun quc t ca ngi Vit Nam
Chuyn nghip ha cht lng phc v khch hng m rng th

trng mnh m.
Phi hng ra th gii v gip cho cc sn phm, thng hiu ca

Trung Nguyn hin din khp cc ni.

Xy dng Th ph c ph ton cu: y l vic to ra mt m hnh

mu v pht trin bn vng. Mt m hnh pht trin t ti nng lc

bn vng s phi do chnh cng ng bn a ch ng xut v pht
trin. n nay, d n nhn c nhiu kin ng gp su sc t
nhiu nh khoa hc, kinh t, vn ha,.c bit c lnh o tnh k
Lk coi l mt d n trng im trong chng trnh pht trin c ph
bn vng ca tnh, cng nh s khch l, quan tm ca mt s lnh o
cp cao ca ng, Quc hi, Chnh ph. y l minh chng cho s
ng thun t tng v tng ca d n cng nh c s tin tng
hin thc ha d n.
Thnh lp tp on, v m rng sang lnh vc phn phi nhm cnh

tranh vi cc i gia nc ngoi th trng ni a.Trung Nguyn s

tr thnh mt tp on gm 10 cng ty thnh vin hot ng trong cc
lnh vc trng, ch bin, xut khu c ph, kinh doanh bt ng sn.
Bn cnh Trung Nguyn s pht trin knh phn phi ni a trn c
s lin kt cc nh bn bun v bn l cc a phng trn ton quc.
tp on ny c mc tiu pht trin mt mng li knh phn phi ni

- 32 -

a thng sut, bao gm khong 100 nh phn phi ni a hng u

trn 64 tnh thnh t nay n nm 2010
Khong 10.000 ca hiu bn l s c t chc vi cng mt hnh
thc v c quy m chun phn phi hng ho ti ngi tiu dng
cui cng.
Trung Nguyn khng ch dng li nhng th trng bn l: gia tng

cc dch v nh:
+ Mua sm bng th tin li.
+ Dch v thanh ton tin li dnh cho cc khch hng khng c thi
gian.
+ Bn hng qua cataloge
Thnh lp Hi qun Sng to Trung Nguyn: Ni giao lu vn ho,

ngh thut.
Trung Nguyn lm h thng qun nhng quyn. T nay n 2010,
s pht trin 20 qun nhng quyn mi Vit Nam v 18 qun
Singapore.
2.3.2. Hot ng knh phn phi ca Trung Nguyn
2.3.2.1. S h thng
Hin ti vi 10 cng ty thnh vin, Trung Nguyn c tham vng tr
thnh nh cung cp, phn phi ln ca Vit Nam. Vi mt hng chnh l c
ph, Trung Nguyn tn dng c nhng hnh thc phn phi truyn thng
v hin i t c kt qu ln nht.

- 33 -

Franchise
(1)

Trung
Nguyn
Coffee

Truyn thng
(2)

i l
bn s

Qun c ph

Khch hng
tiu dng

Siu th (3)

i l
bn l

Khch hng
tiu dng

S h thng phn phi ca Trung Nguyn Coffee

Trong s t chc knh phn phi trn, ta thy hin ti TN s
dng 1 h thng a knh trong vic thc hin a Sp ca mnh n tay
ngi tiu dng. Bn cnh vic pht huy ti a chc nng ca n, h thng
phn phi trn cn th hin c tm nhn chin lc ca TN trong ngnh
phn phi.
duy tr h thng phn phi trn, cng nh m bo cho qu trnh
hot ng ca ton b cty hiu qu, TN thit lp 5 chi nhnh ti cc a
im sau: H Ni, Nng, TP H Ch Minh (headquarter), Lm ng,
Cn Th.

- 34 -

2.3.2.2. Hot ng knh

i vi h thng franchise:
- L n v u tin ng dng Franchice vo VN t nm 1998, ch hai nm
sau khi xut hin trn th trng.
- Hin ti, Cty du tr h thng Franchice bao gm hn 1.000 qun c ph
trn khp t nc VN v 8 qun nc ngoi nh: M, Nht, Singapore,
Thi Lan, Trung Quc, Campuchia, Ba Lan, Ukraina.
- y l knh phn phi dc.
Trung gian phn phi truyn thng:
- Trong knh c 3 cp a SP n tay ngi tiu dng: nh bn
s ( nh phn phi), nh bn l ( im bn hng v ca hng bn l: tim
tp ha) v ngi tiu dng
- Knh phn phi truyn thng
Con s c cp nht n nm 2006, TN hin 3 nh my SX c ph
trn ton VN, 121 nh phn phi c quyn, 7.000 im bn hng v
59.000 ca hng bn l sn phm.
- Nh my SX:
Nh my Sx 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 XK.
Trung gian phn phi hin i:
H thng G7 Mart

- 35 -

- y l h thng bn l theo hnh thc nhng quyn u tin VN

- 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 TN chnh l vic
p ng thi quen mua sm nh, l ca ngi VN v thng mua gn nh.
- Chnh v vy, nhng G7 mart thng c dn dng vi quy m nh nh
1 ca hng tp ha v nm len li gia cc con hm. Tuy nhin, G7 mart
li khc phc c nhc im ca hnh thc phn phi truyn thng l
cc ca hng tp ha khi nh gi bn thp, ng nht, bo m ging nh
1 siu th v ng dng IT trong qu trnh qun l.
- Vic ra i h thng G7 mart th hin tm nhn chin lc v tham vng
mun ginh th vng trn h thng phn phi ca VN.
H thng siu th

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

- 36 -

2.3.4. Hnh thc nhng quyn thng hiu trong phn phi ca c
ph Trung Nguyn
2.3.4.1. Khi qut h thng nhng quyn Trung Nguyn
C ph Trung Nguyn l Cng ty Vit Nam u tin p dng m
hnh kinh doanh nhng quyn thng hiu. Bng s nng ng v sng
to, Trung Nguyn xy dng c mt h thng qun nhng quyn
rng khp trong nc v ti cc nc Nht Bn, Singapore, Thi Lan v
Campuchia vi mt phong cch thng thc c ph rt ring. Theo cc
sn phm c ph Trung Nguyn c sn xut t nhng ht c ph ngon
nht ca vng cao nguyn Bun Ma Thut, kt hp vi cng ngh hin i
v b quyt ring c gii thiu n tt c mi ngi tiu dng trong nc
v trn th gii. T h thng Nhng quyn ny, Trung Nguyn mang
ti ngi yu c ph mt phong cch thng thc c ph rt ring, mang
bn sc vn ha Vit nam, nhng tinh hoa ca nhn loi. Trong khng gian
Trung Nguyn, nhng tn c ph khp mi ni s cm nhn c
nhng nt vn ha c ph c o ca Vit nam, cha ng nhng tinh hoa
v mt gi tr trit l bao trm, hng nhn loi ti nhng gi tr pht trin
mi: sng to, hi ha v pht trin bn vng.
Ngy nay, vi khong 1,000 qun c ph nhng quyn, Trung
Nguyn lun em n cho ngi thng thc nhng tch c ph hng u
Vit Nam ti bt k a im qun nhng quyn Trung Nguyn no.
2.3.4.2. Nhng yu cu khi nhng quyn

Quyn li ca bn nhn nhng quyn

Khi tham gia h thng nhng quyn ca Trung Nguyn, bn nhn nhng
quyn s c hng mt s quyn li trong hot ng kinh doanh ca
mnh:
a. c quyn s dng thng hiu Trung Nguyn xc tin hot ng
kinh doanh ti a im duy nht, trn nn tng uy tn ca thng hiu.

- 37 -

b. Khai thc nhng li ch hu hnh - v hnh trn nn tng uy tn ca

thng hiu Trung Nguyn :
- C khch hng nhanh.
- Gim thiu ri ro trong kinh doanh.
- Tit kim thi gian v cng sc qung b ca hng, t c
th tp trung vo hot ng kinh doanh.
-

i l c ti tr mt s vt phm lin quan trc tip n sn

phm.
- c gim gi khi mua nhng vt phm do Trung Nguyn sn
xut.
- c u i v gi t cc nh cung cp trang thit b, vt dng,
dch v uy tn m Trung Nguyn k hp ng lin kt.
c. Hun luyn cc kin thc cn thit cho vic vn hnh qun, bao gm:
- Cch thc pha ch c ph v tr
- Hng dn nh hng phc v nhc theo tng th lai ph hp
cho qun.
d. T vn m hnh kinh doanh ph hp vi qun. H tr lp k hoch kinh
doanh ngay t bc u.
e. T vn gii php kinh doanh nhm gip qun kinh doanh hiu qu.
f. T vn m hnh thit k, trang tr ni ngoi tht qun theo phong cch
Trung Nguyn. Gii thiu n v thi cng, nh cung c cht lng.
Trch nhim ca bn nhn nhng quyn
ng thi, m bo qu trnh hp tc thun li cng Trung
Nguyn, bn nhn nhng quyn c trch nhim thc hin y cc qui
nh:
a. i l t thc hin cc th tc cn thit c cp php kinh doanh
b. T vn hnh cc hot ng qun
c. Tham gia y cc kha hun luyn o to ca Trung Nguyn trc
v sau khi khai trng qun.

- 38 -

d. Cam kt kinh doanh theo nh hng ca thng hiu Trung Nguyn.

e. Tun th thit k theo phong cch Trung Nguyn
f. ng cc khon ph theo qui nh:
- Ph nhng quyn: L mt khon ph khng hon li m i l phi
tr cho Trung Nguyn c quyn s dng thng hiu Trung Nguyn
kinh doanh theo phm vi c quy nh.
- Ph hot ng: L mt khon ph m i l phi np cho Trung
Nguyn vo hng thng, cn c theo t l tng doanh thu hng thng t tt
c thc ung c bn ti i l. Khon ph ny cng vi ngn sch
marketing hng nm ca Cng ty s c dng t chc cc hot ng
qung b chung, nhm to s thu ht cho chui qun c ph Trung Nguyn
nh: t chc khuyn mi, m cc lp o to, thc hin cc vt phm mi
h tr cho i l
- Tin k qu: Khon tin ny s c Trung Nguyn han tr trong
trng hp hai bn tin hnh thanh l hp ng.
g. Khng cung cp cc thng tin lin quan n Trung Nguyn cho bt k
bn th ba no khc ngoi mc ch cn thit cho vic thc hin hp ng
ny, hoc do yu cu ca lut php v c quan chc nng.
2.3.4.3. S pht trin ca h thng qun nhng quyn Trung Nguyn
Nm 2008, nh du mt bc pht trin mi, quan trng i vi h
thng qun Nhng Quyn Trung Nguyn. Bng vic thay i v h thng
nhn din thng hiu cho h thng qun, Trung Nguyn cho ra i mt
m hnh qun mi, p hn v sang trng hn, mt khng gian thc s
dnh ring cho nhng ngi yu c ph. Thng 9/2008, ti sn bay Changi
Singapore, Trung Nguyn cho ra i m hnh c ph mi, hon ton
khc bit v hnh thc nhng vn c s k tha nhng nt c trng v tnh
vn ha cao ca h thng hin ti. M hnh mi nhn c s nh gi
rt cao ca nhng ngi yu c ph v nhng ngi bn ln ca Trung
Nguyn. Tip theo chui s kin l hang lot nhng qun c ph theo

- 39 -

m hnh ny tip tc ra i v to nn mt ln sng mi v qun nhng

quyn Trung Nguyn.
2.3.4.4. H gi tr ca chui qun nhng quyn Trung Nguyn
Thng ip Ni hi t ca ngng ngi yu v am m c ph
c th hin qua rt nhiu yu t ti h thng qun, tp trung vo cc vn
:
- Am hiu, am m c ph
+ Ch phc v nhng loi sn phm c ph cht lng c bit nht
+ S dng nhng cng ngh hin i nht & B quyt Phng ng c
bit.
+ i ng phc v c o to v am hiu k lng v c ph cng vi
mt tinh thn c ph mi.
- Khng gian c bit em li ngun cm hng cho sng to
Cng vi trit l c ph v s sng to v pht trin bn vng, khng
gian qun c ph s c thit k mang li cho ngi yu c ph s
thoi mi, tin dng khuyn khch ti a kh nng t duy v sng to
nhm t c nhng thng hoa, thnh cng trong cuc sng.
- Khng gian chia s v kt ni nhng am m
Cho nhng ngi am m c ph, qun c ph Trung Nguyn s l
ni gp g, s chia nhng s vui bun, thnh cng trong cuc sng ca tt
c mi ngi n t khp ni trn ton th gii. Bt k h l ai, da trng
hay da nu; ngi giu hay ngi ngo; ngi theo trng phi, tn
gio no hay thuc ng phi chnh tr no. Tt c s cng nhau bn mt
khng gian c ph nng m s s chia, s chn thnh hng th gii n
mt s an bnh, hi ha hn.
2.3.4.5. u v nhc im ca hnh hnh thc nhng quyn ti Trung
nguyn
u im

- 40 -

- Nhanh chng m rng mng li phn phi ca c ph Trung

Nguyn .Ch trong vng 2 nm ra mt trn th trng, Trung Nguyn
gy mt n tng mnh cho ngi tiu dng khi ch trong mt thi gian
ngn c ti gn 500 ca hng c ph Trung Nguyn xut hin t Bc
vo Nam
- Thu c khon ph t nhng quyn pht trin cng vic kinh
doanh.
Nhc im
- Mt trong nhng tai nn thng xy ra l thng hiu nhi. Do
cht lng ca cc hng gi thng hiu khng t tiu chun, gy nhm
ln cho khch hng v nh hng nghim trng ti uy tn ca nh nhng
quyn v doanh thu ca nh nhn quyn n l. Hin tng ny buc cc
nh nhng quyn lun phi trong t th sn sng tham gia cc v
kin vi phm bn quyn. Thng k gn y ca Cng ty c ph Trung
Nguyn cho bit c hng trm ca hng c ph Trung Nguyn gi m
khng th x l v kim sot trit c.
- Cc ca hng nhng quyn nhng a im khc nhau nhng
ch cn phong cch phc v mt a im khng tt i vi khch hng
s dn n cch ngh tiu cc cho ton b h thng c ph Trung nguyn
- Kh qun l ton b h thng, t phong cch trang tr cho ti cung
cch phc v
- H thng nhng quyn cng ln, h cng d mt quyn kim sot
nu bn sc thng hiu khng c cng c v bo v.
Trung Nguyn l ngi u tin p dng m hnh nhng quyn
thng hiu ti Vit Nam, v c th ni t c nhng thnh tu to ln
trong nhng giai on u tin xy dng va pht trin m hnh mi m ny.
Nhng cng kh c th nhn xt thnh cng s vang di hn chng no
nu ngay t u Trung Nguyn u t vo vic bo v v kim sat bn
sc thng hiu ca mnh mt cch nghim ngt v ng b hn. Kh khn

- 41 -

ln nht ca h thng c ph Trung Nguyn hin nay l vic xy dng v

trin khai tinh cht khi ngun sng to n cc qun c ph trong h
thng ca mnh khng tht s gy c n tng nh mong i trong
tm tr khch hng
2.3.5. H thng G7 Mart
2.3.5.1.Hon cnh ra i
Mt cuc chin khng cn sc ang ch i cc nh phn phi trong
nc khi Vit Nam gia nhp WTO v th trng phn phi bn l c m
ca. Cc doanh nghip (DN) trong nc cn rt hn ch c v kinh nghim,
qun tr, kh nng ti chnh s phi i u vi nhng i gia hng u th
gii nh Walmart, Carrefour; Seven - Eleven... vi doanh s hng nm ln
n hng chc t USD. V knh phn phi truyn thng nh ch, cc tim
tp ha, ca hng bn s, bn l... chim ti 90% mng li phn phi ti
VN s i v u khi cc tp on bn l nc ngoi nhy vo th trng ni
a. Trong bi cnh , d n G7 c trin khai.
2.3.5.2. S mng, mc ch, phng chm hot dng v chin lc kinh
doanh ca G7 Mart
S mng ca G7 Mart
S mng ca G7 Mart l xy dng h thng phn phi s 1 Vit Nam, gp
phn a c hng Vit Nam ra ton cu. y l mt h thng phn phi
ca Vit Nam nhm gi vng h thng phn phi hng ho tiu dng ti
Vit Nam, xy dng cng l phn phi; h tr mnh m chin lc pht
trin thng hiu Vit; tr thnh s i trng vi cc h thng phn phi
ca tp on nc ngoi.
Mc ch v phng chm hot ng ca G7 Mart
Lin kt, nng cp mng li phn phi truyn thng thnh mt h thng
phn phi hin i to nn mt lc i trng vi cc tp on phn phi
nc ngoi.

- 42 -

Chin lc kinh doanh ca G7 Mart

Chnh l pht trin mnh mng li phn phi da trn nn tng cc i l
sn c trong khp c nc, xy d h thng qun l v hu cn mnh m;
hp sc vi nh sn xut...
2.3.5.3. M hnh G7 Mart
c hnh thnh, xy dng trn tng: kt hp v ti u ha phn
phi vi h thng bn l c lu lng hng ha lun chuyn t nh sn
xut n ngi tiu dng cui cng ln nht Vit Nam hin nay, l h
thng cc ca hng tp ha (hay c tn gi l cng ngh phm pha
Bc). tng ny c nhiu thng hiu thuc ngnh hng tiu dng, cc
nh sn xut, cung cp ng h v tp trung phn phi hng vo mt i tc
l G7. G7 tm qun l, y hng xung c mt h thng bn l s v
s lng. Bn cnh , cc ca hng va nm rng ton quc, va nm su
v gn cht vi ngi tiu dng tn hang cng ng hm. T tng v c
hi kinh doanh tt , h bt u trin khai rm r v t trong thi gian
ngn trn din rng. Cc qu bom tn ca nhng hot ng PR bn v
sc sng, sc pht trin mnh lit ca m hnh phn phi, kt hp qun l
kinh doanh hin i v c tnh phn phi c truyn t bao lu nay ti
Vit Nam
Ngnh hng kinh doanh ch yu ca G7 Mart : thc phm ngt, thc
phm mn, ho m phm, ru bia nc gii kht, thuc l; thuc ty, bo
ch, th in thoi tr trc; qung co, t vn, dch v thanh ton ho n,
my ATM, in thoi cng cng
2.3.5.4. Cc giai on pht trin ca G7 mart
Giai on 1 l pht trin nhanh h thng phn phi bng cch tp hp lin
kt vi cc ca hiu v i l. Cng ty s nng cp d n thnh mt h
thng hin i v chuyn nghip cao thng qua m hnh t ca hng tp
ho thnh ca hng tin li; i l, nh phn phi tr thnh trung tm phn

- 43 -

phi. Mua hng hiu qu vi s lng ln t lin kt tp hp cc nh

sn xut li mt cch bn vng.
Giai on 2 s xy dng cc trung tm thng mi tng hp, cc siu th v
i siu th, thc hin bng cc hnh thc u t 100%, lin doanh, hp tc
kinh doanh, nhng quyn cp php.
Giai on 3 l xy dng Viettown i ra th gii, l lin minh mnh m
ca cc nh sn xut v phn phi Vit vi hu phng vng chc l Chnh
ph, ngi tiu dng Vit Nam v Vit kiu
2.3.5.5. Li ch ca h thng G7 Mart
Khi h thng G7 Mart i vo hot ng, cc doanh nghip sn xut
ca Vit Nam c c mt knh phn phi mi hiu qu trn gi v trc
tip n ngi tiu dng. Ngi tiu dng cng s tip cn mt phong cch
bn l mi, hin i, gi r, tin li v rng khp c nc ng thi hng
li t cc dch v tin ch ca G7 Mart.
i vi kinh t-x hi, vi bi cnh hin nay, mi nh sn xut t
xy dng cho ring mnh mt h thng phn phi. iu ny to ra mt
s lng ph v chi ph x hi cho vic lu thng hng ho.
V vy, G7 Mart s tit kim c chi ph ny v tt c sn phm dch v
tiu dng s c lun chuyn trn mt h thng, to s chuyn nghip ho
cao.
i vi Chnh ph, G7 Mart p ng c vic cn thit phi c mt
knh phn phi ni a mnh i trng vi cc tp on phn phi
nc ngoi nhm h tr doanh nghip trong nc xy dng thng hiu.
Bn cnh , cc nh tip th v xy dng thng hiu c th chn c
mt knh mi hiu qu, hin i, trn gi v phn phi trc tip ti ngi
tiu dng.
2.3.5.6. Nhn xt v G7 Mart
Thnh cng

- 44 -

- Sau gn 2 nm nghin cu, trin khai, hin cng ty G7 Mart c trong

tay con s hn 10.000 ca hng bn l tim tp ha tham gia d n G7
Mart v lt xc tr thnh cc ca hng bn l hin i. y l mt mng
li phn phi khng l khng ch i vi DN trong nc.
- G7 Mart cung cp cc dch v tin ch ln u tin xut hin ti Vit Nam
nh th tin li, dch v thanh ton tin li dnh cho cc khch hng khng
c thi gian, v dch v bn hng qua catalogue
- D n G7 Mart ca Trung Nguyn c xem nh l phng n gii quyt
bi ton phn phi trong nc v l c ch tp hp cc nh sn xut Vit
Nam phc v cho d n nh phn phi Vit Nam, nhm gii quyt kh
khn ca cc nh sn xut Vit Nam khi mang hng ho v thng hiu ra
nc ngoi.
-G7 Mart cng vi Microsoft chnh thc k kt hp tc vo chiu ngy
9/8/2007. Theo , G7 Mart s tiu chun ha h thng CNTT ca mnh
vi cc sn phm phn mm Microsoft chnh hng. y l quyt nh hp
php ha phn mm Windows cho tr s chnh ca G7 Mart v s dng
gii php Microsoft Dynamics (RSM) l gii php cho cc ng dng CNTT
cho gn 500 ca hng ca G7Mart ti Vit Nam.
Tht bi
Khai trng kh tng bng, hnh thc kh sch p, bin hiu cng
tng i bt mt, G7 Mart nh mt siu th mini c mt khp mi ni,
cng c cc mt hng phc v cho i sng. Nhng sau mt thi gian
ngi tiu dng vn c tm n cc siu th, hay i l mua hng m b
qua G7 Mart. Th nn, nhiu i l chuyn sang hnh thc G7 Mart mt
thi gian sau li tr li l i l bn l phc v theo nhu cu ca ngi
dn
Nguyn nhn ca s tht bi
- Nguyn nhn s qunh hiu ca G7 Mart l do G7 Mart c tch mt
phn t cng ty Trung Nguyn, nn xy ra hin tng xung t li ch.

- 45 -

Theo mt s nh phn phi bn cc sn phm cnh tranh vi Trung

Nguyn ng nhin khng th hp tc vi G7 Mart ht lng. Chnh v
vy, G7 Mart vng bng hu ht nhngi gia nh Vinamilk, Nestle,
Vinacafe v.v...
- Tm l mua hng Vit Nam trc khi cc tp on bn l khng l tin
vo xm lc nc ta, Hng nhi v vi phm bn quyn vn by bn cng
khai v nhan nhn ngoi ng ph l chuyn ht sc bnh thng. V b
lut cha thc s r rng v vic bo v bn quyn thng hiu.
- Thng hiu G7 Mart r rng cha c sc mnh, G7 Mart ch trng
n cc ca hng nh l, tuy nhin phi lu rng: cc ch ca hng l cc
tiu thng, h c th vt ro cn so vi cc qui nh ca G7 Mart.
- Thi quen ca ngi dn Vit Nam
+ i siu th khng ch mua hng, m cn i thm quan hng ha
hay tham gia cc tin ch khc nh: tr chi in t... Siu th vi s phong
ph v hng ha, vi rng v khng gian v hng trm nhng tin ch
khc s lm tha mn mi nhu cu ca khch hng.
+ i ch v mt s ngi dn thch tr gi. Tr gi mua hng
ng vi gi thc l iu m cc b ni tr rt quan tm. i ch, ngi dn
cng c th mua hng ca ngi quen, t nhiu yn tm v mt gi c v v
sinh an ton thc phm, chn c ti sng
- Cch qun l ca G7 mart : Theo mt vi thng k, h thng ny ang c
trn 100.000 im ti Vit Nam v gi vai tr cung tiu dng hng ha n
trn 65% ngi tiu dng Vit Nam. Con s ny hn hn 15-20% so vi h
thng phn phi hin i nh siu th, trung tm thng mi.G7 qung
b rt tt cho h thng t cng tc PR n qung co, chun ha h thng
trng by, sp xp hng ha Tuy nhin, dng nh h khng thc hin
c vn ct li: t chc h thng qun l chui bn l.Vi h thng
qun l kinh doanh chui ca hng bn l, phn li nhun c th mang li
nm khu t chc cui cung ng c gi cung cp tht tt v hp l

- 46 -

nht. lm c iu ny, vic qun l t sn phm t cc ca hng v

h thng trung tm, (hoc im phn phi, depot), ln n hng v t chc
giao trong thi gian nhanh nht, nhng chi ph vn chuyn phi thp v
hiu qu nht. iu ny c ngha l phi qun l cho vng quay hng ha
nhanh nht t cc nh cung cp kho hng ca h thng ca hng.Hin, iu
ny kh thc hin Vit Nam v: quy hoch ng ph, giao thng, khu
vc a l phc tp, nht l cc thnh ph ln. Trong khi , cc ca hng
(tp ha) li nm su trong nhng khu dn c Bn cnh l tnh trng
kt xe. Cha hn ng i ngn nht v mt a l l ng i ti u nht,
nhanh nht. S rt kh ti u ha cho bi ton vn ti giao hng ng hn
p ng nhu cu hng ha lun sn sng.

2.4. i th cnh tranh

i th cnh tranh ln nht l Nescafe, ngoi ra cn c Vinacafe, v
Moment. i th cnh tranh ca Trung Nguyn trong tng lai khng ai
khc hn chnh l 2 i gia cafe noi ting th gii Stacksbuck va Gloria
Jeans Coffee, y l 2 i gia v nhng quyn thng mi v cafe ni
ting th gii.
Cuc chin trong nc gia hai nhn hiu G7 v Nescafe l mt
trng hp c bit th v.
Trc ngy 23/11/2003, trn th trng c ph ha tan Vit Nam,
Nescafe l k thng tr vi th phn chim gn 60% ton th trng.
Vinacafe vi 38,45% th phn. 5,6 % th phn cn li l khong trng dnh
cho cc thng hiu khc.
Trung Nguyn em qun vo tn ta nh ni c tng hnh dinh
ca Nescafe mi ngi tiu dng ung th, so snh v chm im
trc tip, cn t chc nhng ngy hi c ph rt tng bng ti Dinh Thng
Nht v cc a im khc, km theo nhiu hot ng tc ng su n
ngi tiu dng nh cuc thi tng kinh doanh, xy dng thng hiu

- 47 -

cho nng sn Vit Nam Kt qu: a s ngi tiu dng cho bit thch
hng v G7 hn. Cuc din thay i: Nescafe cn 44,05% th phn,
Vinacafe cn 28,95%, G7 chim 21% v 5,2% cn li cho cc thng
hiu khc.
Nescafe hon ton mang tnh quc t. Tc sn phm ca Nescafe bn
cho ngi tiu dng Vit Nam ng nht vi khu v sn phm bn cho th
trng ton cu. Trc i th Trung Nguyn, Nescafe thay i mnh t
mu bao b n nhng khu hiu tip th nh 100% c ph Vit Nam,
Hng v Vit Nam hn Cn u t hn 400,000 Euro cho vic h tr
trng c ph sch ti Bun Ma Thut.
Gn y, G7 v Nescafe ang gip chin xung quanh tnh t
mnh. Trung Nguyn: Gip suy ngh mnh hn, Nescafe:Ngon hn,
v c ph mnh hn. Trung Nguyn: V c ph cc mnh, Nescafe: Bn
mnh th cha? Th phn c ph ha tan, gia mt bn ang ra
sc bo v th phn v mt bn ang tng bc ginh ly th phn.
G7 mi chnh l ngi dn dt trn u. 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 thng hiu ni a. Tuy nhin, sc thuyt
phc t thng ip ny ang gim dn, ngi tiu dng ang trng ch mt
G7 mi m, mang tnh quc t hn v chinh phc ngi tiu dng bng
nhng li th mnh m, r rng trn nhiu phng din, ch khng ch
c nhn mnh yu t cm tnh nh tnh yu nc hay lng t ho
dn tc. Trn ht, ngi tiu dng ang mong ch mt Trung Nguyn
tm vc mi th hin qua nhng hnh ng v kt qu c th

- 48 -

2.5. Thnh cng v tht bi ca knh phn phi Trung

Nguyn
2.5.1. Thnh cng
Nhng thnh cng ca knh phn phi Trung Nguyn:

Va thm nhp th trng hn 3 nm nh G7 (chnh thc tham gia

th trng ngy 23.11.2003), nhng u G7 lm c c th gi l thnh
cng v chin lc sn phm, chin lc phn phi rng khp. Knh phn
phi Trung Nguyn t hiu qu ch trong mt thi gian ngn mt phn
khng th khng nhc n trong chin lc ca Trung Nguyn trong vic
xy dng thng hiu G7 l PR.
Th nht, trong thnh cng ca thng hiu Trung Nguyn, cng
tc quan h cng chng (PR - Public Relations) ng vai tr quyt nh. C
th ni, chnh PR to nn cn st Trung Nguyn.
Trong vic xy dng mt thng hiu mi, s ng h ca cc
phng tin thng tin i chng c ngha cc k to ln.PR tr thnh cu
ni trc tip n lng tin ca ngi tiu dng. V khng c g ng ngc
nhin khi ch trong mt thi gian ngn, Trung Nguyn chim c cm
tnh ca ngi tiu dng.
iu g thu ht s quan tm ca gii bo ch n Trung Nguyn?
T mu bazan ca vng t cao nguyn n m iu du dng ca
slogan khi ngun sng to, t kinh nghim qun l ca Ban Gim c
Trung Nguyn n b mt ca k thut rang xay cafe... Song nguyn nhn
trc tip v r rng nht dn n s quan tm ca bo ch chnh l tnh hin
tng ca Trung Nguyn.
Th hai, tnh hin tng Trung Nguyn. Ung cafe c th coi l
mt nt vn ho mang m bn sc ca ngi Nam B. Cc qun cafe l
im hn thng xuyn ca nhiu tng lp: t sinh vin, hc sinh ti cn
b cng chc, t cng nhn lao ng ti gii vn ngh s...

- 49 -

V chnh l c hi ca Trung Nguyn: Trung Nguyn l thng

hiu Vit Nam u tin c xy dng v qun l mt cch bi bn trn th
trng cafe Vit Nam.
Th ba, phng thc kinh doanh nhng quyn. Trung Nguyn l
thng hiu Vit Nam u tin thc hin chin lc nhng quyn thng
hiu ti Vit Nam v vn ra th gii.
Chnh hai ch u tin to nn cn st cc bi vit v Trung
Nguyn.
Th t, G7 tung ra trong giai on ny vi nhiu chin dch rm r
to mt n kh bt ng i vi Nescafe.
Th 5, tn dng s thnh cng ca thng hiu c ph phin Trung
nguyn, mt thng hiu thnh cng ko theo mt thng hiu mi.
Th 6, h thng knh phn phi snh c trn mi min t nc, v
th trong mt thi gian ngn G7 c mt hu ht cc ca hng tp ha.
Th 7, nh vo lng t ho dn tc, tinh thn dn tc thu hiu vn
ha
2.5.2. Tht bi
Nhng tht bi ca knh phn phi Trung Nguyn:

Th nht, gi y, mi quan tm ca bo ch i vi Trung Nguyn

ang ngy mt nht i, n gin bi hai ch Trung Nguyn tr nn
quen thuc. Khi s quen thuc xut hin, cng l lc tnh hin tng
khng cn. Trong 6 thng cui nm 2003, c trn 30 tin, bi v Trung
Nguyn trn cc bo, th trong nm 2004, con s ny gim i gn mt na.
Th hai, Trung Nguyn ang tr nn khng ng nht v nhiu
mt. C th thy r s khc nhau v gi c, cht lng cafe v c cung cch
phc v ti cc qun Trung Nguyn. Mc u t cho bi tr khng gian
cng c s chnh lch rt ln.
C hai l do chnh gii thch s chnh lch trn:

- 50 -

- Trung Nguyn ang s dng chin lc khc bit ho v gi, ngha

l khch no gi y. Mc tiu ca chin lc ny l ti a ho li nhun.
Song iu ny khng ph hp lm trong franchising.
-

Chin dch franchising t dn n cht lng nm ngoi tm

kim sot. Trung Nguyn khng th kim sot c ht cc i tc thu

thng hiu. V iu tt yu l cc qun Trung Nguyn ny mnh ai ny
lm.V li ch ring, ch cc qun c ph nhng quyn ca Trung
Nguyn t thay i gi c, hnh thc v cnh tranh vi chnh cc qun
c nhng quyn khc.
S chnh lch trn gy tc hi rt ln cho qu trnh nh v hnh nh
Trung Nguyn trong tm tr khch hng.
Th 3, Trung Nguyn b tt li ng sau nhng thnh cng vn c
ca h. Do s dng m hnh nhng quyn khng ton din (tc l bn
nhng quyn l ch th s hu thng hiu/san phm/dich vu thng
khng n lc kim soat cht che hoat ng cua bn nhn quyn va thu nhp
cua bn nhng quyn chu yu t vic ban san phm hay dich vu, v bn
nhng quyn thng c nh m rng nhanh chng h thng phn phi
nhm gia tng bao ph th trng, doanh thu & i trc i th), do
h thng franchise ca Trung Nguyn b vt qu tm kim sot, khng
m bo s ng nht v to phong cch ring tng t c li th
thng hiu i u.
Th 4, ti cc siu th, sn phm c ph Trung Nguyn nm
nhng gc khut, kh nhn thy.
Th 5, 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.

- 51 -

CHNG 3
MT S KIN NGH HON THIN CHIN LC
PHN PHI CA TRUNG NGUYN
Chin lc pht trin ca cng ty, ng ng L Nguyn V ni:
Trung Nguyn mi i qua 2 trong 5 bc thang chin lc. Hai bc u l
gy dng cng ty, hon thin h thng phn phi, a vn ha v s ng
nht vo sn phm. Bc cui cng l i n ton cu. Hai bc thang gia l
b mt kinh doanh nn cha tit l.
Nh vy, mc tiu di hn ca Trung Nguyn l vn ra th trng
ton cu, khng nh thng hiu c ph Vit Nam. Song, chin lc phn
phi ca Trung Nguyn trn th trng ni a, thi gian qua t c
nhiu bc ph, nhng vn cn nhng ht sn trong h thng knh.
Vi phn phn tch chng 2, nhm sut mt s kin ngh nh
sau:

3.1. V pha Trung Nguyn

Th nht, hon thin phng thc qun l trong h thng nhng quyn
Chnh sch g cc nh phn phi cng lin kt vi Trung Nguyn m
rng h thng phn phi mt cch tt hn?
Cn i tht thng minh gi hai yu t. Mt l nhng gi tr, quyn
li vt cht trc mt. Hai l nhng gi tr mang tnh tinh thn, tnh cng
ng v c tm xa. Nu ch quan tm n yu t th nht m b qua yu t
th hai, Trung Nguyn ch thng c trong ngn hn.
C bn vn Trung Nguyn nn lm chim c hay chim li
th phn trong nc, khi ngy cng nhiu i th cnh tranh:
+ Trung Nguyn cam kt vi ngi tiu dng cht lng sn phm
lun ng hng u.

- 52 -

+Hng ha ca Trung Nguyn phi n gn tay ngi tiu dng nht

v mt vt l, gi c cho n hnh nh. Hai ci cng ty c gng
lm tt nht.
+ Trung Nguyn phi n lc lm sao ngi tiu dng trong nc
thy c hoi bo ca Trung Nguyn v chia s c vi Trung Nguyn.
V d cc tp on a quc gia v c ph c xm nhp t vo Vit Nam,
Trung Nguyn vn gi c th phn v nim tin ni ngi Vit. Ct li
ca tinh thn c ph l p ng s kt ni si dy lin kt chung c
ph, s sng to, thnh vng trong ha bnh, ng thi l biu tng ca
nh hng nhu cu pht trin bn vng, ly kinh t xanh lm nn tng s
trng tn ca con ngi v Tri t.
+ M rng th trng bng vic thnh lp thm cc qun c ph
nhng quyn khng c ngha c l l hnh nh thng hiu ca mnh,
Trung Nguyn cn sit cht hn cc quy nh i vi h thng nhng
quyn ca mnh, cc qun c ph nhng quyn phi cam kt lm theo
nhng quy nh y, nhm to c s ng nht v hnh thc qun, cung
cch phc v, pha ch, gi c khin cc khch hng d n bt c qun
no ca Trung Nguyn u cm nhn c s ging nhau y, u cm
nhn c phong cch Trung Nguyn.
Bn cnh , Trung Nguyn nn i su vo ci tin cht lng h
thng phn phi G7Mart theo hng dch chuyn t chiu rng sang chiu
su, ch trng u t v ngnh, v pht trin h thng nhng quyn trong
nc v quc t.
Th hai, chuyn mn ha vai tr ca tng thnh vin trong knh phn phi
v 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 knh phn phi, y l mt xch quan trng nht c
th mang li li ch cho tt c i tc tham gia trong knh. V vic thay i
cc knh phn phi l vic lm kh khn nht so vi thay i cc yu t

- 53 -

khc trong chin lc tip th ca mt doanh nghip ni chung cng nh l

Trung Nguyn ni ring.
Th ba, Trung Nguyn cn nhng ngun lc mi, tinh thn mi; cn nhng
nhn t mi, con ngi mi l cc i tc phn phi vng mnh, cc nhn
vin bn hng gii, cc c nhn xut sc chng ta cng hp lc hng
n s thnh cng chung, cng nim t ho chung
Th t, cn xc lp mt cng l thng hiu mi cho cc nc trng c ph
trn th gii nh Vit Nam, v din trnh cch mng ca cy c ph s l
ngun cm hng, l ng lc, l nim tin cc nc th gii th hai, th
gii th ba vn ln khi i ngho, lc hu, trnh b b li trong qu trnh
th gii ton cu ha.
Th nm, hnh thnh c ch mang li s hi ha li ch cho mi i tng
c lin quan: nng dn trng c ph, doanh nghip ch bin v kinh doanh,
ngnh c ph Vit Nam v th gii, cc ngnh du lch, thng mi, ti
chnh,.. cho n nhng ngi th hng c ph cui cng s mang li
nhng gii php sng to pht trin nhn loi
Th su, cn lu n vn qun tr knh phn phi:
Vic thay i cc knh phn phi l vic lm kh khn nht so vi
thay i cc yu t khc trong chin lc tip th ca doanh nghip. V vy,
cc doanh nghip cn c mt chin lc mi tip cn th trng, l
thc hin qun tr knh phn phi, y l mt xch quan trng nht c
th mang li li ch cho tt c i tc tham gia trong knh.
Rt kh to ra nhng thay i mnh m trong h thng knh phn
phi. Mc d s pht trin ca cng ngh c th gip tip cn khch hng
d dng hn, thc hin cc giao dch nhanh chng hn v qui trnh kinh
doanh gn kt hn, th vn cha c mt thit k hiu qu cho cc knh phn
phi.
V d, khi pht hin ra rng h thng knh phn phi khng c kh
nng y mnh tiu th sn phm ra th trng, ngun nhn lc bn hng

- 54 -

yu. Lc , cng vi vic duy tr v tng cng nhu cu ca khch hng

i vi cc sn phm khc, qun l vin cn a ra tng xy dng
chng trnh khuyn khch, lp k hoch xc tin v qung b sn phm.
Qun tr knh phn phi c th hin qua :
Tng cng gi tr li ch cho khch hng
To ra knh c tnh gn kt v c kh nng ng dng. Qun tr
knh khng phi l hot ng phc li x hi. Cc i tc u
c khuyn khch tham gia. Qun tr knh i hi vic thit
lp v qun l hiu qu cc mi quan h cc thnh vin u
c hng li v khng c thnh vin no b o thi ra khi
h thng
To ra cc thay i ca knh phn phi. y l mt thch thc
ln song cng l c hi. Thay i s to ra li ch trong di
hn, ch khng th ngay lp tc mang li li ch cho doanh
nghip.
Nh qun tr knh cn thng xuyn hng dn v nh hng
thit k knh phn phi, thc hin qun l knh nhm p ng
nhu cu ca khch hng v to ra li nhun cho cc i tc
Th by, cn thng tho vi cc siu th sn phm Trung Nguyn c
th c ch ng d nhn thy, d tm hn i vi khch hng i siu th.
Th tm, pht trin cc ca hng bn l theo phong cch chuyn nghip
hn (c thm cc dch v giao hng tn ni, gim gi khi khch hng mua
s lung nhiu) v hnh thc qun cng cn chnh trang theo phong cch
Trung Nguyn, ngay t xa khch hng c th nhn ra l ca hng ca
Trung Nguyn.
Th chn, ti xc lp hnh nh thng hiu mang m bn sc v lng t
ho dn tc.
Th mi, 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

- 55 -

dng h thng qun l v hu cn vng mnh vn hnh h thng; sp

xp cc ngnh hng nhm pht huy nng lc hot ng ca tng nh phn
phi; hp sc vi nh sn xut kh nng giao hng v lu kho.
Th mi mt, song song vi s pht trin v s lng h thng phn phi
ca hng bn l G7Mart, Trung Nguyn nn ch trng pht trin ngun
nhn lc cht lng, h thng IT m bo cht lng dch v ca chui ca
hng tin li G7Mart.

3.2.V pha Nh nc
Th nht, lnh o ng v Chnh ph cn a ra ch trng pht trin v
hin thc ha cc tng d n, vi chnh sch ring cho nn kinh t vng
sinh thi k Lk. tm c v quy m ca li ch quc gia, d n tng
th cn c s qun l v iu hnh trc tip t Chnh ph c th em
li nhng li ch ti a v vng bn.
Th hai, 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 d n ngay t
giai on ng gi tng v chun b nghin cu kh thi.
Th ba, 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
trin kinh t xanh k Lk, nht qun nh hng pht trin, v tin ti giai
on Quy hoch tng th vng, t ra tm nhn kinh t bn vng, tp hp
cc gi tr ct li cng nh chin lc tp hp, khai thc ngun lc trong
nc quc t cho quy hoch ny
Th t, 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 v phng php qun l hin i, n Vit Nam.
Trc sc p m ca, cc doanh nghip trong nc cng lin kt
nhau li nhm nng cao th v lc. i tin phong trong chin lc ny l

- 56 -

bn nh phn phi hng u Vit Nam: Tng cng ty thng mi Si Gn,

Tng cng ty thng mi H Ni, Lin hip HTX thng mi TP. H Ch
Minh v Cng ty TNHH 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 Vit Nam trong lnh vc phn phi v logistics.
Lc ny, mi lo mt th phn phn phi hng ho ni a khng phi
l iu kh hiu. Tuy nhin, cc doanh nghip nc ngoi cng cn phi c
mt vi nm hon thin h tng, nghin cu th trng, tm hiu i
th trc khi c 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 doanh nghip sn xut, kinh doanh ln v phn phi ln. Cn pht huy
vai tr ch lc ca DNNN, sm hnh thnh mng li phn phi hp l,
thng sut trn phm vi c nc, tng bc chim lnh a bn trng yu.
- Cn xy dng c ch, chnh sch cc doanh nghip quc
doanh v dn doanh cng tham gia cnh tranh cung ng hng ha n
ngi tiu dng vi mc gi hp l nht.
- Nh nc cng cn to c ch cc doanh nghip bn l trong
nc c t ai, 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 th phi c nhng quyt sch u i v u t xy dng c s h tng,
u tin v tp 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. iu ct li l phi thit lp mt s t ch trong kinh t, s
ch ng thay i n u 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 hp tc, lin kt vi nhau v vi c i th l ht sc quan
trng.

- 57 -

- Mi lin kt gia Nh sn xut - nh phn phi, v gia cc nh

phn phi vi nhau cng cn c quan tm ng mc m bo ch
ng ngun hng v hn ch s tn mn, t pht, thiu n nh.
S ch ng thay i trong t duy kinh doanh v phng thc hp
tc thay i v th, to ra th ch ng, cng hp tc xy dng mt
knh phn phi c lp, t ch trong vic lu thng v pht trin h thng
phn phi quc gia.

- 58 -

KT LUN

Thua ngay trn sn nh- l mt mi lo ngi ln t ra vi ngnh

phn phi hng ha nc ta trc ngng ca WTO. Ngay c cc thng
hiu Vit Nam cng ang rt kh khn trong vic tm cho mnh mt h
thng phn phi hiu qu, khi iu kin ti chnh, nhn lc v k ngh kinh
doanh cn nhiu hn ch. Cng vi qu trnh ton cu ha, cc thng hiu
ca nhng quc gia ngho dn dn b trit tiu do mt quyn t chc phn
phi, khi cc h thng phn phi c nguy c ri vo tay nhng tp on
ln.
Trung Nguyn, nhm tht s ngc nhin v ngng m v h khng
ch xem c ph l c ph kinh doanh thun ty m cn mun thng qua
c ph em li nhng gi tr v chiu su vn ha, ginh li gi tr ch thc
ca c ph v s cng bng cho thng hiu quc gia.
Thch thc nh th, ho bo v tim lc nh th, Trung Nguyn
cng nh bao tp on kinh doanh khc, lun phi n lc hon thin chin
lc phn phi ca cng ty. Vi ring Trung Nguyn, knh phn phi ni
a cn phi tuyt vi hn na, G7Mart vn cn nhng yu km v l hng
cn phi c lp y. C nh th, hin tng Trung Nguyn mi l mi
mi, th trng ngoi khng cn l c m v Th ph c ph ton cu
Bun Ma Thut mi tr thnh hin thc.

- 59 -

TI LIU THAM KHO

1. www.trungnguyen.vn
2. Bo u t, ngy 19/10/2005
3. Vietnambranding - Theo Thi bo kinh t Si Gn
4. Vietnamnet, ngy 25/06/2005
5. Marketing Vit Nam, Cuc chin khng kt thc ca cc thng hiu
c ph ha tan
6. Bo Tin Phong, ngy 15/10/2008
7. Bo Doanh Nhn Si Gn
8. www.agro.gov.vn