CHNG I: C S L LUN

1.1. Cc khi nim lin quan 1.1.1. Thng hiu Cng vi s pht trin ca kinh t, thng hiu tr thnh mt khi nim mi trong marketing v kinh doanh hin i. Thng hiu gp phn lm thay i rt nhn thc kinh doanh, m rng gii hn ca kinh doanh v marketing sang nhng lnh vc khc nhau trong cuc sng. C rt nhiu nh ngha v thng hiu, nhng ni bt l cc nh ngha sau:

Theo nh ngha ca T chc s hu tr tu th gii (WIPO): Thng hiu l mt du hiu (hu hnh v v hnh) c bit nhn bit mt sn phm hng ho hay mt dch v no c sn xut hay c cung cp bi mt c nhn hay mt t chc.

Theo Philip Kotler and Gary Armstrong nh ngha trong Nguyn L Marketing (Principle of Marketing, nh xut bn, nm), thng hiu l tn, cm t, du hiu tng trng hoc s kt hp gia cc yu t trn, nhn din ngi sn xut hoc ngi bn mt sn phm. Cn hin ti Vit Nam, vn cha c khi nim r rng nht qun no v thng

hiu, tuy nhin theo nh ngha v Tn thng mi, iu 14, Ngh nh 54/2000/NCP quy nh: Tn thng mi c bo h l tn gi cc t chc, c nhn dng trong hot ng kinh doanh, p ng y cc iu kin sau: a) L tp hp cc ch ci, c th i km theo ch s, pht m c; b) C kh nng phn bit ch th kinh doanh mang tn gi vi cc ch th kinh doanh khc trong cng lnh vc kinh doanh. Nh vy, ta c th hiu thng hiu l khi nim c hai kha cnh c hnh thnh trong ngi tiu dng: kha cnh tm l - tri nghim v kha cnh tm l - hnh nh. Cc du hiu ca nh sn xut gn ln mt, bao b th hin ngun gc ca sn phm; l kha cnh tm l-tri nghim. Tri nghim v mt thng hiu l tng hp tt c nhng g ngi tiu dng cm nhn c khi tip xc vi sn phm mang thng hiu . Kha cnh tm l-hnh nh ca mt thng hiu l mt kin to biu tng c to ra trong

tm tr ngi tiu dng v gi ln tt c nhng thng tin v trng i gn vi sn phm hoc dch v c thng hiu (Trch t Wikipedia v Ni hm thng hiu) Thng hiu thng gn lin vi quyn s hu ca nh sn xut v thng c u quyn cho ngi i din thng mi chnh thc. Yu t cu thnh thng hiu:

Mt thng hiu c th c cu to bi hai phn:

Pht m c: L nhng yu t c th c c v tc ng vo thnh gic ca ngi nghe nh tn cng ty (Samsung, Sony ), tn sn phm (Sunsilk, P/S), cu khu ng (Big C gi r cho mi nh), on nhc c trng v cc yu t pht m c khc.

Khng pht m c: L nhng yu t khng c c m ch cm nhn c v th gic nh hnh v, biu tng (v d hnh ch U ca Unilever), mu sc (mu ca Coca-Cola), kiu dng thit k, bao b v cc yu t khc bit khc.

Vit Nam, khi nim thng hiu c hiu rng hn nhiu gm nhiu yu t, n c th l bt k ci g c gn lin vi sn phm hoc dch v mt tn gi, logo, biu tng, mu sc, kiu thit k, bao b v cc yu t phn bit khc trn c s phn bit thuc tnh ca sn phm, th hiu v hnh vi tiu dng ca khch hng mc tiu v cc yu t khc nh php lut, vn ha, tn ngng 1.1.2. Cnh tranh thng hiu Thng hiu to ra hnh thc v nim tin ca ngi tiu dng i vi sn phm v dch v m doanh nghip to ra hoc bn i. Thng hiu cn l sn phm v hnh ca doanh nghip c mi tng quan cht ch, khng th tch ri vi sn phm hu hnh. Vic xy dng v duy tr thng hiu l mt vn sng cn ca sn phm i hi nhiu thi gian chi ph v cch qun l ph hp. Ngy nay vi s bng n ca nhiu thng hiu khc nhau, s cnh tranh thng hiu thc s l mt cuc chin tranh gay gt khi m cc thng hiu u c nhng th mnh ring v u c v tr nht nh trong s chn la ca ngi tiu dng.

Chic lc thng hiu M rng dng sn phm: b sung thm vo dng sn phm hin ti ca mnh bng cch gii thiu cc phin bn ca sn phm vi cc tnh nng mi.

Cc chin lc in hnh bao gm:

M rng thng hiu: Nu tn thng hiu hin ti ca cng ty thnh cng, ta c th s dng tn thng hiu m rng sang cc lnh vc kinh doanh mi. a thng hiu: Cng ty quyt nh a ra nhiu thng hiu hn vi mt dng sn phm hin c. ti a ha li nhun, nhng mt cng ty b chi phi nhiu hn cho cc thng hiu ring ca h cnh tranh vi nhau trn th trng

Thng hiu mi: Mt t chc c th quyt nh xy dng mt thng hiu mi vo th trng. Mt thng hiu mi c th c s dng cnh tranh vi cc i th hin c

1.1.3. C ph ha tan Bt u xut hin t nhng nm 1950, cho n nay c ph ha tan pht trin nhanh chng thnh hnh thc thc ung lin c dng ph bin nht vi mc doanh thu n nh lun l 20 t USD/nm trn ton cu tng ng so vi doanh thu ca cc chui qun c ph. C ph ha tan hay c ph ung lin l mt loi ung dng bt c ph (ht c ph xay nhuyn) v c nm nm sn (ng, sa ) theo khu v v c ch bin bng phng php rang xay sy kh. C ph ha tan c s dng ngay bng cch ch vi nc si v khuy u hoc cho thm l c th s dng c ngay lp tc. u im ca c ph ha tan bao gm thi gian chun b nhanh chng (ha tan nhanh), trng lng thp hn v khi lng vn chuyn t hn ht c ph hoc c ph nghin ( chun b cng mt lng nc gii kht), v bo qun c lu - mc d c ph ha tan c th lm hng nu khng gi kh. Tuy nhin yu im ca c ph ha tan l hng v km hn so vi c ph pha ti. - Quy trnh ch bin:

Quy trnh ch bin c ph i qua ba bc kh nc trong c ph, chuyn c ph sang dng nhng ht nh nh bt. Ba bc l: Kh giai on u, kh nhng cht ho tan c ca c ph v sy kh, theo s sau:

Vit Nam, trc nm 2000, c ph ha tan cn kh ngho nn v chng loi sn phm v t c nh u t quan tm, nay th trng ny chim n 1/3 t trng sn lng c ph c tiu th. i cng vi s tng trng ny l nhng cuc chin gay gt gia cc thng hiu c ph ho tan. 1.2. S SWOT vi vic nghin cu thng hiu c ph ha tan 1.2.1. Ngun gc ca m hnh SWOT. SWOT c bit n l mt tp hp nhng ch ci vit tt trong ting Anh ca im mnh (Strengths), im yu (Weaknesses), C hi (Opportunities) v Nguy c (Threats). M hnh SWOT khi ngun t nm 1949 khi vic Du Pont lp k hoch kinh doanh di hn kch ng phong tro lp k hoch ti cc cng ty khc. Nhm nghin cu pht hin ra rng nn bt u bng cch yu cu nh gi u im v nhc im ca cng ty. Nh kinh doanh nn bt u h thng ny bng cch t t cu hi v nhng iu tt v xu cho hin ti v tng lai. Nhng iu tt hin ti l Nhng iu hi lng (Satisfactory), v nhng iu tt trong tng lai c gi l C hi (Opportunity); nhng iu xu hin ti l Sai lm (Fault) v nhng iu xu trong tng lai l Nguy c (Threat). Cng vic phn tch ny vo thi im c gi l phn tch SOFT. Nm 1946, trong khi trnh by ti Hi tho v Lp k

hoch di hn ti Dolder Grand, Zurich, Thy S, nhm nghin cu quyt nh i ch F thnh ch W v t SOFT chnh thc c i thnh SWOT. 1.2.2. Ni dung phn tch SWOT. M hnh phn tch SWOT thch hp cho vic nh gi hin trng ca cng ty thng qua vic phn tch tinh hnh bn trong (Strengths v Weaknesses) v bn ngoi (Opportunities v Threats) cng ty. Mu phn tch SWOT c trnh by di dng mt ma trn 2 hng 2 ct, chia lm 4 phn: Strengths, Weaknesses, Opportunities, and Threats. Cn xc nh r rng ch phn tch bi SWOT nh gi trin vng ca mt vn hay mt ch th no Ngoi ra, SWOT c th c p dng phn tch tnh hnh ca i th cnh tranh. M hnh SWOT thng a ra 4 chin lc c bn: SO (Strengths Opportunities): cc chin lc da trn u th ca cng ty tn dng cc c hi th trng. Khi phn tch tm ra im mnh, chng ta c th a ra mt s cu hi sau: Li th ca i tng nghin cu l g? Cng vic/iu no i tng nghin cu lm/ th hin tt nht? Ngun lc no i tng nghin cu cn, c th s dng? u th m ngi khc thy c i tng nghin cu l g ?
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WO (Weaks Opportunities): cc chin lc da trn kh nng vt qua cc yu im ca cng ty tn dng c hi th trng.

Khi phn tch tm ra im yu, chng ta c th a ra mt s cu hi sau: C th ci thin iu g? Cng vic/iu no i tng nghin cu lm/th hin ti nht? Cn trnh lm g? ... Khi phn tch v im yu, cn xem xt vn trn c s bn trong v c bn ngoi mt cch thc t nh khi phn tch im mnh. Ngi khc c th nhn thy yu im no ca i tng nghin cu. V sao i th cnh tranh c th lm tt hn i tng nghin cu?
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ST (Strengths Threats): cc chin lc da trn u th ca ca cng ty trnh cc nguy c ca th trng.

Khi phn tch tm ra cc mt c hi, chng ta c th a ra mt s cu hi sau: C hi tt ang u? Xu hng ng quan tm no i tng nghin cu bit? C hi c th xut pht t s thay i cng ngh v th trng d l quc t hay trong phm vi hp, t s thay i trong chnh sch ca nh nc c lin quan ti lnh vc hot ng ca i tng nghin cu, t s thay i khun mu x hi, cu trc dn s hay cu trc thi trang, t cc s kin din ra trong khu vc. Phng thc tm kim hu ch nht l r sot li cc u th ca i tng nghin cu v t t cu hi liu cc u th y c m ra c hi mi no khng. Cng c th lm ngc li, r sot cc yu im ca i tng nghin cu v t t cu hi liu c c hi no xut hin nu loi b c chng.
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WT (Weaks Threats): cc chin lc da trn kh nng vt qua hoc hn ch ti a cc yu im ca cng ty trnh cc nguy c ca th trng

Khi phn tch tm ra cc thch thc/ mi e da, chng ta c th a ra mt s cu hi sau: Nhng tr ngi m i tng nghin cu c th gp phi? Cc i th cnh tranh ca i tng nghin cu ang lm g? Nhng i hi c th v cng vic, v sn phm hay dch v ca i tng nghin cu c thay i g khng? Thay i cng ngh c nguy c g vi i tng nghin cu hay khng? C vn g v n qu hn hay dng tin? Liu c yu im no ang e do i tng nghin cu? Cc phn tch ny thng gip tm ra nhng vic cn phi lm v bin yu im thnh trin vng. 1.2.3. Thc thi m hnh SWOT. Trong bi nghin cu ny, nhm sinh vin chng ti phn tch SWOT ca th trng c ph ha tan Vit Nam c ci nhn tng quan v ngnh ny. im mnh - Sn phm tin li v d s dng. - C nhiu thng hiu la chn vi bao b thit k bt mt. - Knh phn phi pht trin rng khp c nc. - Cc chin dch qung b pht trin mnh. im yu - Khng th thay th hon ton c ph truyn thng. - Nhng ngi quan tm n sc khe s trnh s dng.

C hi - Dn s tr a chung dng c ph ha tan ngy cng tng. - Vit Nam gia nhp WTO to li i cho c ph ha tan ln sn sang th trng th gii. - Thit k ring sn phm gi r cho ngi dn vng nng thn. Thch thc - Nhiu ngi vn thch cafe truyn thng hn. - Cc sn phm thay th c ph ha tan ngy cng a dng. - Gi c tng cao do lm pht. Trong th trng c ph ha tan, G7 v Nescafe l hai thng hiu c ting tm nht. Nhm sinh vin chng ti s phn tch SWOT ca hai cng ty s hu hai thng hiu ny ln lt l Trung Nguyn v Nestle Vit Nam trong phn ni dung chng hai nhm c ci nhn tng quan v hot ng v tm nh hng ca tng cng ty n thng hiu ca h 1.3. Cc tiu ch nh gi thng hiu Theo l thuyt v thng hiu, tin s Paul Temporal a ra 12 tiu ch lm c s nh gi thng hiu (brand audit) v lng gi thng hiu (brand valuation) hin ang c rt nhiu chuyn gia Marketing s dng trong nghin cu v nhng thng hiu mnh hng u th gii. Tiu ch 1: Tm nhn thng hiu (Brand Vision) Tm nhn thng hiu l thng ip ngn gn xuyn sut nh hng hot ng ng di cho mt thng hiu. Thng qua , doanh nghip c th xc nh r nhng vic cn lm v khng cn lm cho thng hiu. Xt v bn cht th tm nhn thng hiu cng ging nh tm nhn doanh nghip, n gip doanh nghip nh hng chin lc, thit lp nhng chun mc gi tr cho c nhng ngi bn trong v bn ngoi doanh nghip nh nhn vin, khch hng,...thng qua thc th trao i chnh l thng hiu sn phm. Tiu ch 2: C s vn tnh cm (Emotional capital) C s vn tnh cm hay cn mt tn gi khc l nng lc lng tin l mt khi nim mi do Paul Temporal a ra. Vn tnh cm c hiu l ngun vn m doanh nghip c

c t hai hng: mt l s ng tm hip lc ca ton b tp th mi thnh vin v t c ng, bao gm nhng ngi thn cn nht; hai l t nhm i tng bn ngoi doanh nghip chnh l khch hng, ngi tiu dng (ngi s dng cui cng) c hnh thnh thng qua nhng tri nghim s dng sn phm hay vi thng hiu. Tiu ch 3: Chin lc a dng ha Di gc marketing, a dng ha phi c th hin vic xc nh c phng php, ch khng phi ch l nhng quyt nh c tnh cht suy on hay cm tnh. c bit, h thng gii php multibrand ang c xem l phng php th hin tt nht vic a dng ha hin nay. Thng thng, n c th c m rng theo hai trc: chiu dc hay chiu ngang. Tiu ch 4: Bm st tm nhn v gi tr doanh nghip Thng hiu thng ng x thng qua hai phng thc: tri nghim li ch sn phm v thng qua truyn thng. Trong , hnh thc sn phm, cht lng v hnh nh ca thng hiu phi lun gia c thm cho s bn vng ca thng hiu doanh nghip. T , s bn vng ca thng hiu kt hp cng tm nhn doanh nghip s em li ng lc thc y mi thnh vin trong t chc hot ng chung v li ch khch hng v thng hiu. Tiu ch 5: Gi mi quan h tt vi khch hng, kt hp vi trng thi cch tn (evolution) Thng hiu mnh l mt thng hiu c mi quan tm n cng ng, c trch nhim v bit cch tn tun th nhng chun mc sn c ca cng ng. T y, c th khng nh rng marketing khng ch nn nhm n mc ch kinh doanh ngn hn m phi gip doanh nghip th hin c trch nhim ca mnh i vi cng ng v mt s pht trin bn vng v li ch tt p cho c hai pha. Tiu ch 6: Linh hot kin trc thng hiu Kin trc thng hiu khng ch c th hin qua c cu thng hiu m cn t tng thay i trong vic xc lp cc thng hiu con, v ngay c trong vic hnh thnh nn cc thng ip, tnh cch v yu t nhn din. Tiu ch 7: Khai thc truyn thng a knh ph hp vi nng lc ti chnh

Mt thng hiu mnh phi lun bit cch t bi ton ti chnh cho c mc tiu thng hiu. Nhm pht trin thng hiu, truyn thng a knh v truyn thng tch cc l nhng phng thc tt yu th hin ra cng chng. Vic a dng ha truyn thng s gip thng hiu lan ta rng ri v tip cn nhanh chng vi nhiu nhm i tng cng chng bao gm c nhm mc tiu, nhm tim nng v nhm tc ng. Tiu ch 8: Hng n cht lng cao nht tng xng vi mong i ca khch hng Ni c th, thng hiu mun thnh cng khng ch nn tng ng vi mong i ca khch hng m cn phi vt qua s mong i v gy bt ng. Cht lng n nh lun l iu kin ti thiu. Tuy nhin, t c s bn vng lu di th cn phi khng ngng ci tin, cng vi yu t bt ng s em li khng ch s tha mn m cn l ngng m, hnh din v trung thnh t khch hng. Tiu ch 9: nh gi cao v mc gi cn thit phi tr Thng hiu thnh cng s t c mc gi tr do chnh thng hiu em li cao hn nhng i th cn li trong nhm. Chnh v s sn sng u tin la chn thng hiu s to ra mt lng khch hng ln hn lm cho li nhun cao hn cc i th cnh tranh ch khng phi n thun nh vo vic tng gi bn. Trong nhiu trng hp, yu t premiumness s c xc nh trong li ch cm tnh, hay hnh nh thng hiu ch khng phi ch l do nhm li ch l tnh. Nh vy, vic tng gi bn c th dn n hu qu mt i lng tin t s trung thc ca thng hiu trong mt khch hng. Tiu ch 10: Gi li ha v em li tri nghim thng hiu tuyt vi Mt thng hiu mnh th nht thit khng th thiu phong cch ng x vn ha v chun mc, phi lun lun gi li ha, hnh nh ng thi phi bit cch xin li, nhn nhn vn . Bn cnh , cung cp tri nghim tiu dng tuyt vi s chng t cho khch hng y l mt ch da tinh thn, s tin cy, s chia v cn rt nhiu gi tr tinh thn khc na. Tuy nhin, cng c kh nhiu thng hiu mnh nhng khng h suy tnh d phng cho nhng trng hp bt trc, nhng bin ng v khng hong phi lnh nhn nhng hu qu khn lng li bi hc su sc cho nhng doanh nghip cn li. Tiu ch 11: c gim st bi nhn lc gii v bng h thng qun tr thng hiu

Con ngi lun c xem l nhn tm chnh, l tri tim v khi c ca b my vn ng. Vi m hnh 7Ps ca marketing, thng hiu mun thnh cng khng ch lm ng cc gii php (4Ps) m cn phi c iu hnh, qun l bi nhng con ngi c nng lc. Yu t nhn lc (Human resource) v tnh chuyn nghip (professional) l hai yu t b sung cho s thnh cng ca mt m hnh marketing. Tiu ch 12: Gi tr thng hiu tng u mi nm y chnh l kt qu cui cng m thng hiu mang li cho doanh nghip v c ng. Theo , gi tr thng hiu s t l thun vi (1) s lng khch hng chinh phc c, v (2) mc cm tnh ang chim lnh trong lng nhng khch hng . Hin nay, cc tp on vi thng hiu mnh u coi ngi tiu dng l mc tiu chnh pht trin v phn u. Ngoi ra, thng hiu (c th hiu nh love-mark: mt khi nim tip th c th dng thay th tng cho cc thng hiu.) l phng thc khch hng t chnh tri tim bng nhng sn phm vi cht lng khng ngng nng cao ci tin, a dng hn v th v bt ng hn. Bng vic da trn cc tiu ch nh gi thng hiu ca tin s Paul Temporal, nhm nghin cu s phn tch mc thnh cng thng hiu ca G7 Trung Nguyn v Nescafe - Nescafe trn th trng c ph ha tan Vit Nam 1.4 Tng quan cnh tranh thng hiu c ph ha tan trn th trng Vit Nam: Vit Nam gia nhp WTO, cng l c hi vng cho c ph Vit Nam xut khu v hi nhp quc t. D bo nhu cu tiu th c ph trn th gii sp ti mi nm tng khong 2 triu bao (60 kg/bao), n nm 2018, d kin th gii cn ti 140 triu bao". Ch tch Hip hi C ph-Ca cao Vit Nam (Vicofa) Lng Vn T nhn nh nh vy ti hi tho "nh gi tc ng hai nm gia nhp WTO i vi nn kinh t Vit Nam, ngnh c ph, ca cao, h tiu, ht iu" do B Cng Thng va t chc. Theo Thi bo kinh t Vit Nam (3-2013) Mc d dn u th gii v sn lng xut khu, chim 20% th phn th gii, nhng c ph Vit Nam li ch chim 2% v gi tr. C th, trong nm 2012, c ph Vit Nam chim gn 30% khi lng c ph giao dch ton cu, nhng gi tr kim ngch ch chim 10% trong tng gi tr thng mi 35 t

USD ca c ph th gii. Cng sut ch bin c ph v sn phm thc t vn cn thp, mi ch c 10.000 tn/nm, chim 10% sn lng.Cht lng c ph xut khu cha n nh v phn ln l c ph nhn, t ch bin su c gi tr gia tng cao. Hin ti, cc nh my ch bin su (c ph ho tan v rang xay) cha n 10% sn lng. Thm vo , lng tiu th c ph th trng Vit Nam ch chim 5% trong tng lng c ph xut khu, tng ng 61.000 tn/ nm. V vy, c ph Vit Nam ang tp trung cho hng i m rng th trng, kch cu ni a: Bn cnh vic m rng th trng ra cc nc nh Trung Quc, ASEAN, ngnh c ph Vit Nam cn y mnh pht trin th trng trong nc, ln mc 10% 15% tng sn lng c ph. Trong , c ph ha tan tr thnh mt li i y tim nm khng nhng cho vic xut khu m cn cnh tranh vi cc tp on a quc gia lu nm chim lnh th trng Vit Nam. Ch trong mt thi gian ngn, sn lng c ph ha tan vn ln chim 1/3 sn lng tiu th c ph trong nc. Theo kt qu nghin cu th trng ca Chng trnh Xc tin Hng Vit Nam cht lng cao (TP.HCM), c ph ha tan bt u c a dng do c tnh tit kim thi gian, ph hp vi gii tr v nht l to ra "gu" tiu dng cho th h khch hng mi. Theo Nielsen Vit Nam, nm 2012 ngnh c ph ho tan Vit Nam ang tng trng mc cao, t 34% v gi tr so vi nm 2011. Nm 2013, Ngnh cng nghip c ph Vit Nam c d on l s tip tc tng trng mnh m trong nhng nm sp ti khi m dn s Vit Nam tng ln vi tc 1 triu ngi/ nm v vic thng thc c ph ca ngi tiu dng Vit ngy cng a dng v phc tp hn.

Chng II: PHN TCH CC CHIN LC CNH TRANH CA G7 V NESCAFE TRONG GIAI ON 2007 - 2012 TRN TH TRNG C PH HA TAN
2.1. Th trng c ph ha tan Vit Nam 2.1.1. Lch s pht trin
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Lch s c ph ha tan bt trn th gii

Theo lc s nghin cu ca espressocoffeeguide.com, c ph ha tan hnh thnh nc Anh v bt u pht trin t 1950. Qu trnh c th nh sau: Nm 1771 - Cc c ph ha tan u tin c lm ti nc Anh. Hp cht c ph ny c cp giy chng nhn bi chnh ph Anh Nm 1853 Sn phm c ph ha tan u tin xut hin M. Trong sut cuc ni chin, nhng bnh c ph ha tan th nghim c a cho nhng ngi lnh. Nm 1909 - Ln u tin, c ph ha tan c sn xut hng lot. Mt nh sng ch gc B thc hin iu ny ti th trng M. Nm 1930 Vin c ph ca Brazil yu cu Ch tch ca cng ty Nestl to ra mt sn phm c ph tan c, gip Brazil i ph vi vic d c ph, v cng tng doanh s bn c ph nc ny. Nestl bt u nhiu nm nghin cu cng cao gii quyt vn . Nm 1937 Nh khoa hc ca Nestle Max Morgenthaler pht trin mt phng php mi ti phng nghin cu Nestle Thy S. Sn phm mi c tn l Nescafe. Nm 1938, ngy 1 thng 4 - Nestle bt u bn Nescafe ti Thy S, v cng trong 1938 h xy dng nh my Lun n. 1950s - C ph tr thnh thc ung yu thch ca thanh thiu nin ti cc tim c ph. Nm 1960: Mt pht hin mi tt hn cho c ph ha tan, bng cch s dng mt qu trnh tch t, lin quan n vic hp ht c ph chng dnh li vi nhau trong khi. iu ng tic l vi 2 chu k un nng v sy kh lm mt hng v ca c ph. Khi phng php ny c ci thin, sy ng tr thnh phng php ph bin ca cc nh sn xut c ph ha tan. T y, c ph ha tan tr nn ph bin v c m rng sn xut trn ton th gii.

Lch s c ph ha tan bt ti Vit Nam

Nhn chung, trc nhng nm 2000 th trng c ph ho tan Vit Nam cha pht trin v t chng loi v sn phm. Cc thng hiu cng cha a dng. u thp nin 90: Food Empire Holdings (Singapore) cho ra i MacCoffee, sn phm c ph ha tan 3in1 u tin ti Vit Nam Nm 1977: Sn phm c ph ha tan ca Vinacafe ra i. n nay, Vinacafe ang s hu 4 dng sn phm c ph ha tan: Vinacaf 100% coffee, Vinacaf 2 in 1, Vinacaf 3 in 1 v Vinacaf 4 in 1 Nm 1995: Nestle a sn phm Nescafe n Vit Nam. n nay, NESCAF ang c nhng sn phm nh sau: - C ph ha tan nguyn cht 100% NESCAF RED CUP - Cc sn phm C ph ha tan pha sn:

NESCAF 3 in 1: c 3 hng v khc nhau NESCAF Caf Vit: vi 2 sn phm c ph en v c ph sa

23-11-2003: Thng hiu c ph ha tan G7 ca Trung nguyn xut hin. Hin nay, Trung Nguyn ang phc v 3 dng sn phm c ph ha tan l: G7, G7 Cappuccino v Passiona. Nm 2005: Vinamilk tham gia th trng c ph ha tan vi sn phm Moment. Hin ti, vinamilk ang sn xut 2 dng sn phm c ph ha tan: Vinamilk Caf Ha Tan 3in1 v Vinamilk Caf Ha Tan en c ng 2in1 Th trng c ph ha tan ngy cng a dng v thng hiu v sn phm. Theo mt kt qu kho st t tin247.com hin Vinacafe vn ang l thng hiu dn u th trng c ph ho tan, chim khong 45% th phn, tip theo l Nescafe vi 38% v G7 khong 10%... cn li l cc nhn hng khc. 2.1.2. c im th trng c ph ha tan Vit Nam
-

Kch thc qua cc nm

Trc nm 2000, th trng c ph ha tan Vit Nam rt ngho nn v c quy m nh l khi ch c vi tn tui c ph ngoi nhp c mt trn th trng nh Nescafe, Maccoffee.
Theo B Nng nghip v Pht trin nng thn, sn lng c ph ha tan tng 25%/nm

trong giai on 2006-2010 v d kin stng 2,5 ln trc nm 2015 khi cc nh sn xut c ph ln nhVinacafe BH, Nestle v Trung Nguyn u t nng cao nng lc sn xut.

b] Thnh phn tham gia trong th trng Theo Cng ty nghin cu th trng Nielsen Vit Nam, tnh theo thi im hin ti th Vit Nam c 20 cng ty sn xut c ph ha tan. Nm gng mt tiu biu c nhiu ngi bit n bn cnh cc nhn hng nhp khu khc l Maccoffee (Cng ty Food Empire Holdings Singapore); Vinacafe (Cng ty C phn C ph Bin Ha Vinacafe); Nescafe (Nestl Thy S); G7 (Cng ty Trung Nguyn); Moment & Vinamilk Caf (Cng ty Sa Vinamilk). Ngoi ra , mt s siu th cng lm nhn hng ring ca mnh nh Big C c nhn hiu Big C, cn Metro c nhn hiu Fine Good c ph ha tan hay Rioba t , thng hiu ring ca Metro. Da trn bng kho st ca Vinasearch v th trng c ph ha tan Vit Nam c thc hin nm 2011 th G7 l nhn hiu c t l ngi s dng ti thi im hin ti cao nht (26.3%) th Vinacaf v Nescaf l nhn hiu 2 nhn hiu s dng nhiu tip theo vi t l tng ng 22.8% v 21.7%. c] c im ngi tiu dng (thi quen s dng,....) Da trn cng kho st ca Vinasearch v th trng c ph ha tan Vit Nam th s liu kho st cho thy c khong 87% ngi c kho st s dng c ph ha tan 3in1 thng xuyn nht. Trong 87% th ba nhn hiu c dng nhiu nht l G7 3in1, Nescafe 3in1 v Vinacafe 3in1 chim t l ln lt khong 42%, 23% v 12%. Theo cng kho st trn ca Vinasearch, l do ngi tiu dng chn c ph ho tan v hng v hp dn - chim 72%, v vic pha ch d dng - chim 70.2%, v v thi gian pha ch nhanh chng - chim 67.4%. Ngoi ra, c ph ha tan cng c nh gi l sn phm tin li, c th dng ung hng ngy, gip tnh to v thun tin dng cho gii vn phng. Yu t cht lng sn phm c ngi tiu dng u tin ly lm cn c khi quyt nh mua c ph ha tan bn cnh cc yu t gi c, dch v khch hng, phn phi v qung co sn phm.

T kho st ca Vinasearch, nhm ngi tiu dng c ph ha tan c chia lm bn phn khc: - Nhm quan tm n cht lng sn phm. - Nhm quan tm n dch v khch hng. - Nhm quan tm n gi c v phn phi. - Nhm quan tm n qung co sn phm. Nhm nghin cu chng ti cng lm kho st trn i tng v rt ra c kt qu:

d] Chnh sch ca nh nc (to iu kin) Hin nay nc ta vn cha c cc quy chun v cht lng c ph ha tan, c ph bt nhm m bo an ton v sinh thc phm, bo m sc khe cho ngi tiu dng. Theo ng Lng Vn T, Ch tch Hip hi C ph Ca cao Vit Nam, Vit Nam cn sm ban hnh cc quy chun v cht lng c ph ha tan, c ph bt, quy chun v m bo an ton c s ch bin c ph ha tan, c ph bt khng nhng bo m sc khe cho ngi tiu dng, m cn gp phn to gii php chin lc kch cu cho tiu dng c ph ni a. 2.2. Thng hiu G7 ( 2 trang - 2 trang ri) 2.2.1. Lch s hnh thnh pht trin Ra i vo gia nm 1996, t mt hng c ph nh b nm gia th ph c ph Bun Ma Thut, Trung Nguyn tri dy thnh mt tp on hng mnh. Mc d ch l mt nhn hiu c ph non tr ca Vit Nam nhng nhanh chng to dng c uy tn v chim c lng tin ca ngi tiu dng c trong v ngoi nc. Ch trong vng 10 nm, Trung Nguyn ln mnh vi 6 cng ty thnh vin: Cng ty c phn Trung Nguyn, cng ty c phn thng mi v dch v G7 v cng ty lin doanh Vietnam Global Gateway (VGG) vi nhng ngnh ngh chnh: sn xut, ch bin, kinh doanh tr, c ph; nhng quyn thng hiu v dch v phn phi, bn l hin i. L doanh nghip Vit Nam u tin i tin phong trong vic p dng m hnh kinh doanh nhng quyn, Trung Nguyn hin ang s hu mt mng li gn 1000 qun c ph nhng quyn trn c nc v 8 qun c ph nc ngoi nh M, Nht, Singapore, Thi Lan, Trung Quc, Campuchia, Ba Lan, Ukraina.

Ngy 23/11/2003, ti dinh Thng Nht (qun 1, TPHCM), Trung Nguyn chnh thc trnh lng mt hng c ph ha tan G7 cng vi chng trnh Ngy hi tuyt nh. y l mt bc ngot u tin khi Trung Nguyn quyt nh chen chn vo phn khc c ph ha tan sau khi dn u th trng vi c ph rang xay. Vi mc tiu v tham vng pht trin sn phm c ph ha tan c trong v ngoi nc, ng ng L Nguyn V (Nguyn Tng Gim c Cng ty C phn Trung Nguyn) chn ci tn G7 va ngn gn, d c, d nh khng ch vi khch hng trong nc m c vi khch hng nc ngoi. G7 l vit tt cho cm t Group of Industrial Countries vi 7 quc gia pht trin trn th gii nh M, Anh, Php, Nht, Canada, c, . y cng chnh l nhng th trng mc tiu m Trung Nguyn ang nh hng vn ti. Bn cnh , logo G7 cng l mt s kt hp ha quyn gia tinh thn quc t v tinh thn dn tc. Nu ch G7 th hin tnh quc t ca ci tn th Trung Nguyn khn kho khi t ch coffee khng nh l sn phm c ph v lun i i vi s bo tr ca Trung Nguyn vi hng ch made in Vietnam nhm khng nh sn phm c sn xut ti Vit Nam. Tip theo thnh cng ca Ngy hi tuyt nh vi chiu tip th th m cho c ph ha tan t c thnh cng m mn vi 89% khch tham d cho rng c ph ha tan G7 ngon hn, vo thng 11/2003, trong 3 ngy lin tip, G7 t chc pht ng chng trnh c ph min ph cho khch hng ngay ti ta nh trn ng Nguyn Th Minh Khai, y cng l i bn doanh ca Nestle nhm khng nh rng Trung Nguyn c th cnh tranh trc tip vi nhng nhn hiu c ph ni ting th gii. Bng nhng chiu thc tip th c c hiu qu, n ngy 8/12/2003, sau 2 tun gi mu, Trung Nguyn chnh thc nhn c n t hng c ph ha tan ti M, c, H Lan vi s lng hn 16 tn. Ring ti th trng M, t giao hng u tin l 13 tn. Tip sau , sn phm G7 ca Trung Nguyn cng c cho hng v nh gi cao ti Singapore, Thi Lan, Nht Bn, Trung Quc, Canada v cc nc khi EU. Vo gia nm 2005, Trung Nguyn a vo sn xut nh my c ph bt ti Bun Ma Thut. Tip , n thng 11/2005, c ph ha tan G7 nh du buc i ca mnh bng

cng nghip ha sn xut, khnh thnh nh my c ph ha tan ln nht Vit Nam ti Bnh Dng vi cng sut rang xay 10,000 tn/nm v c ph ha tan l 3,000 tn/nm. Ngy 13/09/2010, y chnh l nm nh du bc pht trin vt bc ca c ph ha tan G7 khi mua li nh my c ph Si Gn ca Vinamilk. Nm 2011, Trung Nguyn chnh thc vo h thng siu th hng u ti Hn Quc EMart. c bit, c ph ha tan G7 cng c yu chung ti th trng Trung Quc. Ngy 28/3/2012, Trung Nguyn chnh thc khnh thnh nh my c ph ha tan G7 th hai nm trong d n h thng nh my hin i nht chu vi mc u t 2.200 t ng ti Bc Giang (KCN Quang Chu Vit Yn). y l mt phn l trnh chin lc pht trin ca Trung Nguyn khng ch p ng nhu cu trong nc m cn c nc ngoi, c th l phc v nhanh chng kp thi th trng 2 t ngi ca Trung Quc, to iu kin cho thng hiu Vit ct cnh mnh m ra th gii. M HNH NH MY C PH CA TRUNG NGUYN TI BC GIANG Ngy nay, sn phmm c ph Trung Nguyn v c ph ha tan G7 c xut hin trn 43 quc gia vi cc th trng trng im nh M, Trung Quc. Bn cnh , Trung Nguyn xy dng c 1 h thng hn 1000 ca hng tin li v trung tm phn phi G7Mart trn ton quc. Theo ngun tin s liu o lng bn l ca mt cng ty Nghin cu Thng tin hng u th gii, trong qu 1 nm 2012 va qua, c ph ha tan G7 (3in1) dn u hon ton v th phn (40%) v sn lng (35%) ca ngnh c ph ha tan (3in1), v vi tng trng ny, cc chuyn gia phn tch d on G7 (3in1) s tip tc duy tr v tr s 1 ti Vit Nam). Mc d bc vo sau trong th phn c ph ha tan ti Vit Nam, cng nhiu ln b dn vo ng cng tng chng nh tht bi trc nhng lo lng th phn c ph ha tan nh Nescafe hay Vinacafe, nhng vi chin thut nh vo tm l v tri tim yu nc ca ngi Vit Nam, G7 ca Trung Nguyn ang dn o ngc tnh hnh vi nhng bc tin mnh m b n hn na trong tng lai. SWOT ca Trung Nguyn im mnh:

- C nh my sn xut t Bun Ma Thut v trang tri cafe cung cp nguyn liu. Nh m bo mc gi vn chuyn v thu mua mc thp nht. - C c s h tng vng chc qun l hot ng hiu qu. Trung Nguyn c tr s chnh v trung tm phn phi chnh thnh ph H Ch Minh cng cc chi nhnh cc thnh ph ln trn c nc. Vic u t hn 2 t ng cho h thng my mc cng ngh hin i l bc m gip Trung Nguyn nng cao cht lng, a dng ha sn phm cng nh tng nng sut. - C li th sn nh nh mang thng hiu Vit. Vi dng sn phm c ph ha tan c mua ch yu nh tnh cht tin dng, th yu t tnh cm gp mt phn quan trng vo quyt nh mua hng. Trung Nguyn tn dng tinh thn dn tc, yu t vn ha v nh vo tm l ngi Vit Nam dng hng Vit Nam lm sc mnh trong tip th cc chin lc marketing t kt qu cao nht. - H thng knh phn phi mnh v m rng nhiu ni gip khng nh tnh tin dng ca sn phm c ph ha tan. 60 qun c ph nhng quyn (Nm 2004: 21 nh phn phi,7000 im bn hng v 59,000 ca hng bn l sn phm.1000 ca hng tin li v trung tm phn phi G7Mart trn ton quc.) - Sn phm c ph ho tan G7 c xut khu n 43 quc gia trn th gii, vi th trng trng tm l M v Trung Quc. - Sn phm ph hp vi gu thng thc ca ngi Vit. - Hot ng PR hiu qu. - i ng nhn vin nng ng.

im yu: - Khng m bo c s ng nht gia cc qun cafe nhng quyn. iu ny lm mt i phong cch ring ca Trung Nguyn. - Vic s dng chin lc khc bit ha v gi hin nay nhm ti a ha li nhun mu thun vi h thng nhng quyn khp ni. T dn ti vic mt kim sot cc chui ca hng.

- H thng bng hiu, mu sc, kiu dng, bao b thay i lin tc gy nhm ln v kh nhn din vi khch hng. - Qu nhiu d n v tham vng cng mt thi im lm phn tn ngun nhn lc, ti sn,... lm mt cn bng trong pht trin hot ng kinh doanh. C hi - Nh nc ta bo h quyn li v thng hiu, h tr gi cng nhu to iu kin xut khu c ph ra th trng th gii. - Vit Nam gia nhp WTO to ca ng cho Trung Nguyn tip cn v tm kim i tc vi cc cng ty, nh u t nc ngoi. Thch thc - Cnh tranh v thu mua ngun nguyn liu ngy mt tng cao, c bit l vi cc doanh nghip nc ngoi. Theo mt thng k gn y, hin c khong mi doanh nghip nc ngoi n thu mua nguyn liu c ph trc tip ti ak Lk. - Lm pht cao lm ng tin mt gi, gy kh khn trong vic xoay vng hay thu ht vn u t. - Nguy c mt th phn vo tay cc i th cnh tranh nh Nestle, Vinacafe, Maccoffee,... - Cc sn phm thay th ngy cng a dng nh cafe phin hay cafe lon. - Mng li nhng quyn qu rng v cng tc qun l yu km. - Nhiu ngi lo ngi v cc tc dng ph ca cafe nn s hn ch s dng. 2.2.2. Cc loi sn phm Nhng sn phm c ph ha tan ca Trung Nguyn khng ch n thun l sn phm mang gi tr tiu dng vi cht lng tt m cn l mt minh chng th hin kht vng ln, t duy t ph dm n u v cnh tranh vi tt c thng hiu t cc cng ty nc ngoi hay a quc gia bng chnh tinh thn ca con ngi Vit. Vi cng ngh sn xut hin i, c bit hn c l kh nng chit xut c o ch ly nhng phn tinh ty nht trong tng ht c ph cho ra i nhng sn phm c ph ha tan vi hng v m , quyn r khng ch lm nn ci tn cho thng hiu c ph

Trung Nguyn m cn to ra s khc bit ng cp vi nhng dng sn phm c ph ha tan trn th trng. (Hnh nh minh ha ph lc) a. C ph G7 3 in 1 C ph ha tan s 1 Th thit t Bun M Thut c cht lc tinh ty t nhng ht c ph ngon nht Bun Ma Thut kt hp vi b quyt ch bin khc bit gip c c gp hai ln, c ph G7 3 in 1 c hng v m , ng gu thng thc c ph Vit m khng mt loi c ph ha tan no c th so snh c. y l sn phm ang ngy cng c a chung bi tnh rt tin dng cho nhu cu thng thc c ph ha tan ca s ng cng chng. + Hp 18 sticks * 16g + Hp 20 gi * 16g + Ti 24 gi * 16g + Ti 50 gi * 16g + Dy 10 gi * 16g b. C ph G7 2 in 1 Mang hng v m , mnh m ca c ph rang xay, hp ng gu ngi Vit, c ph G7 2 in 1 (c ph v ng) em li cho ngi thng thc mt ly c ph en thm ngon mnh m tc th. Vi cu khu hiu Mnh cha , phi ng gu, c ph ha tan G7 2 in 1 chnh l i th ng gm ca bt k dng sn phm c ph ha tan tng t. + Dy 10 sachets * 16g + Hp 15 sachets * 16g c. C ph G7 ha tan en Nu khng c thi gian cho ly c ph rang xay Trung Nguyn, G7 ha tan en (khng ng) chnh l s la chn hon ho c mt ly c ph en mnh m, m v thm ngon mt cch nhanh chng, tin li. y l sn phm khng th thiu cho nhu cu thng thc c ph hng ngy ca nhng ngi yu v snh c ph nhng khng c qu nhiu thi gian t pha hay ra qun theo phng php truyn thng c. + Hp 15 sachets * 2g d. C ph G7 Cappuccino

Capuccino c xng tng mnh danh l N hong ca c ph th gii. G7 cht lc tt c tinh ty t nhng ht c ph ngon nht kt hp vi bt kem v cc nguyn liu cao cp khc cng vi b quyt c o ca Trung Nguyn mang n cho ngi snh thng thc mt loi c ph ha tan Cappuccino pha ch theo phong cch . Chnh v th, G7 tung ra nhng dng sn phm G7 Cappuccino nh G7 Cappuccino Hazelnut, G7 Capuccino Irish Cream v G7 Cappuccino Mocha. G7 Cappuccino Hazelnut: Hng v nh nhng, quyn r cng s ha quyn c o hng v nng nn ca ht d v c ph ho hng ca vng t Bun Ma Thut theo b quyt ch bin c o t Trung Nguyn. G7 Cappuccino Irish Cream: Mi ru Liqueur thoang thong nh nhng, v kem thm ngt ngo ha cng tinh cht c ph ti. G7 em n mt tch c ph ha tan Cappuccino hng Irish Cream y m say v quyn r G7 Cappuccino Mocha: S kt hp tinh t gia hng v socola m v tinh cht t nhng ht c ph thm ngon nht to ra sn phm G7 Cappuccino hng Mocha nng nn v y c tnh. e. C ph Passiona C ph dnh cho phi p y l sn phm chuyn dnh cho phi p duy nht ti Vit Nam. Passiona vi cng thc c bit cng hng v c o vi hm lng caffeine ph hp p ng gu thng thc c ph ca phi p. Hn na, vi b quyt ring ca nhng chuyn gia hng u v c ph, Passiona ln u tin s dng ng n king v c b sung thm dng cht Collagen, Vitamin PP cng cc loi tho mc phng ng qu him gip lm da khe p v tt cho vc dng sc khe phi p. L sn phm c bit ch c Trung Nguyn, Passiona em li cho ph n s tnh to, tp trung v mt v p quyn r sng trn vi am m v thnh cng trong cuc sng.

2.3. Thng hiu Nescafe 2.3.1. Lch s hnh thnh pht trin

Nescaf l mt thng hiu con thuc tp on Nestl ca Thu S. Vi hn 70 nm lch s hot ng, Nestl hin nay l cng ty hng u v ngnh cng nghip Thc phm v ung trn ton th gii. Tp on c mng li sn xut v kinh doanh pht trin bao ph gm xp x 500 nh my hot ng ti 86 quc gia, tuyn dng hn 280.000 nhn vin v s hu 8.500 thng hiu vi hn 30.000 sn phm. th trng Vit Nam, vn phng kinh doanh u tin ca Nestl ti Si Gn c thnh lp nm 1912 .K t n nay, Nestl c nhng bc pht trin nhanh chng. 1992: Cng ty La Vie, mt lin doanh gia Perrier Vittel thuc Nestl v mt cng ty thng mi Long An c thnh lp. 1993: Nestl chnh thc tr li Vit Nam v m vn phng i din ti TP.HCM. 1995: Nestl Vit Nam ra i. Trong nm ny, tp on cng chnh thc khi cng xy dng nh my ng Nai. 1998: Nh my ti ng Nai chnh thc i vo hot ng v sn phm Nescaf bt u c sn xut ti Vit Nam. Pasted from <http://www.nestle.com.vn/brands/coffee> 2002: Nestl a vo hot ng nh my th hai ca La Vie ti Hng Yn. 2007: La chn Dielthem l nh phn phi chnh thc cho cc sn phm s c la v bnh ko. 2008: Thnh lp B phn Dinh dng c bit. 2011: Thng 8 xy dng nh my Tr An, thng 11 mua li nh my Bnh An (Gannon) ti ng Nai. Pasted from <http://www.nestle.com.vn/aboutus/nestle-vietnamese> 2.2 Sn phm Trn th trng c ph ho tan Vit Nam hin nay, NESCAF c 3 dng sn phm chnh nh sau: NESCAF 3 in 1: y l sn phm c ph ha tan s dng 100% nguyn liu c ph ht Vit Nam thm ngon v cht lng. NESCAF 3 in 1 dng km bt kem pha c ph NESTL COFFEE MATE v ng. Thnh phm lm ra rt bt mt v kch thch v

gic. Hin nay, p ng tt nht nhu cu ca ngi tiu dng c ph, NESCAF 3 in 1 c ba khu v:

NESCAF 3 in 1 m : Hng v c ph m hi ha gia v c ph v v sa, dnh cho nhng ngi c s thch thng thc c ph mi ngy. NESCAF 3 in 1 m hn: Hng v c ph v v sa hi ha, nhng m v c ph hn dnh cho ngi yu c ph ch thc. NESCAF 3 in 1 Hng m : C ph c hng m v v ngon quyn r, c iu chnh sao cho ph hp vi khu v c trng ca ngi tiu dng khu vc min Bc.

Khi thng thc c ph vo ma ng H Ni ni ring v min Bc ni chung, rt nhiu tn ca loi thc ung c bit ny u cng nhn rng H Ni c cch thng thc rt ring. Ci ring y dng nh l ly c ph nu sm nng bng rt c trng vo bui sng ma ng, nng n mc m ngi ung phi nhp nhp tng cht mt, va nhm nhp v c ph m va xut xoa va thng thc hng thm nng nn m nhiu ngi cho rng ch ngi khng thi cng tnh c ngi. Hng v v chnh l nt c trng ca c ph H Ni. Thu hiu nt vn ha c ph rt c bit , NESCAF mang ti cho ngi tiu dng pha Bc NESCAF 3 in 1 Hng m mi va giu v li va giu hng, gn gi vi vn ha thng thc c ph ca min Bc. Vi hng tht m cng v ngon quyn r, ngi tiu dng c th thng thc tch c ph hp khu v ngay ti nh hoc ni cng s. NESCAF 3in1 V Kem Sa: c ph pha xong c v bo ca kem v v ngt ca sa. Sn phm mi NESCAF 3in1 V Kem Sa vi hng thm c ph c o, ha quyn cng v bo ngt quyn r, tha mn nim am m thng thc c ph hng ngy ca ngi tiu dng. Dng sn phm NESCAF CAF VIT, c 2 hng v: NESCAF CAF VIT - C ph en c ng: Hng v c ph en m v mnh m tan ni u li ho cng hng thm li cun, cho bn tha mn nim am m thng thc c ph en thun ty Vit Nam vi mt phong cch hin i.

NESCAF CAF VIT - C Ph Sa : Hng v c ph sa m cht c ph thun tu Vit Nam. NESCAF CAF VIT - C ph sa l s kt hp hi ha gia hng thm, v ng c ph v v bo ngt quyn r m khng ngi Vit Nam no c th cng li c. Cc sn phm ca NESCAF u c dng hp v dng gi l theo dy, m bo vic cung cp nhng ly c ph cht lng v ph hp vi ti tin cho mi gia nh Vit Nam. Pasted from <http://www.nestle.com.vn/brands/coffee> SWOT ca Nestle im mnh - Thng hiu nc ngoi ni ting. - Knh phn phi rng khp c nc. - Nhiu sn phm vi hng v a dng. - Gi thnh cnh tranh. im yu - Nhng ngi lo ngi v caffeine s trnh s dng. - Khng th thay th hon ton hng v c ph truyn thng. - L mt thng hiu nc ngoi cn qu trnh nghin cu, iu chnh v sn phm, v chin lc truyn thng ph hp vi vn ha bn a v ha nhp vi tinh thn dn tc Vit Nam ang c cc i th trong nc C hi - Sn phm gi u i dnh cho ngi dn vng nng thn. - Nhu cu s dng sn phm do tnh tin dng v tit kim thi gian ngy mt tng cao. Thch thc - Cnh tranh v thu mua ngun nguyn liu ngy mt tng cao, c bit l cnh tranh vi cc doanh nghip nc ngoi. Theo mt thng k gn y, hin c khong mi doanh nghip nc ngoi n thu mua nguyn liu c ph trc tip ti ak Lk. - Lm pht cao lm ng tin mt gi, gy kh khn trong vic xoay vng hay thu ht vn u t. - Nguy c mt th phn vo tay cc i th cnh tranh nh G7, Vinacafe, Maccoffee,...

- Cc sn phm thay th ngy cng a dng nh cafe phin hay cafe lon. - Nhiu ngi lo ngi v cc tc dng ph ca cafe nn s hn ch s dng.

2.3.2. Cc loi sn phm ca Nescafe

2.4. Din bin cc chin lc cnh tranh thng hiu gia G7 v Nescafe trong giai on 2007 - 2012 2.4.1. Trc 2007 (Th) Nh cp cc phn trn, thi trng c ph bt ha tan nhng nm u th k 21 cha pht trin. Ban u ch c mt vi thng hiu nc ngoi nh l hng nhp khu l v sn phm c ph ha tan u tin sn xut ti Vit Nam l ca Vinacafe, sau l ca Nestle vi Nescafe-nhn hiu c ph ha tan hng u trn th gii vi b dy lch s 70 nm . Theo kt qu thm d ca bo Si Gn Tip Th tin hnh cui nm 2003, th trng trong nc ca mt hng c ph bt ho tan trong khong 130,75 t ng/nm trc khi G7 tham gia th trng. V tiu ch ngi tiu dng v hng Vit Nam cht lng cao nm 2004, Nescaf ng u th trng vi 55,95% th phn, Vinacaf nm 38,45% th phn. n nm 2003, G7 chnh thc tin vo th trng c ph ha tan bng chin lc Th m vi thnh cng v mt PR. Th trng tr nn si ng v tng tnh cnh tranh k t . C th l ngay sau nhng t tip th trn ng ph, vo ngy 23-11-2003 Trung Nguyn t chc Ngy hi tuyt nh nhm gii thiu sn phm c p h ho tan G7 ngay ti dinh Thng Nht TP H Ch Minh. Bn cnh cc chng trnh tip th c lng vo nhng cuc hi tho, cuc thi xoay quanh vn xy dng thng hiu cho nng sn Vit Nam. S kin nh du mc khi u thnh cng ca G7 chnh l chin lc qung b thng qua cuc Th m cho ngi tiu dng th (khng cho bit nhn hiu sn phm) c ph G7 v Nescafe. Hai ly c ph vi hai nhn hiu l G7 v Nescaf c pha ch sn. Sau , nhn vin mang hai ly c ph ha tan sn pht min p h cho nhng ngi tham gia ngy hi v xin h cho kin v cht lng ca tng ly. Kt qu do Trung Nguyn thng bo l 89% khch tham d ngy hi cho rng c ph ha tan G7 ngon hn, 11% nh gi cao cht lng ca Nescaf. Mt hot ng khc ca Trung Nguyn, Roadshow, c t chc ngay ti ni t tng hnh dinh ca Nestl trn ng Nguyn Th Minh Khai. Ngi tiu dng c ung th c ph G7 trong 3 ngy ti y. Bn cnh vic u t cho cc chng trnh qung b, tip th..., G7 c bit nhn mnh ku gi ngi tiu dng ng h hng Vit Nam. Trung Nguyn lin tip gii thiu phim v qung co v thng hiu v nng sn Vit Nam vi mc ch ku gi tinh thn ng h hng nng sn Vit Nam. Trong , bng bc th ng m u: "Knh tha qu ng bo...", G7 cng thu ht s ch ca ngi tiu dng Vit v s ng h ca bo ch.

Mt s thay i ng k trong thc t th trng c ph cho thy G7 bc u gt hi c thnh cng. T thng 11.2003 n thng 1.2004, G7 chim lnh 35% th phn. B nh hng mnh m bi s cnh tranh r rng t pha G7, trong nm 2004, Nestl cng bt u tp trung hn bng chin lc nhn mnh khuyn mi, tip th. Nescafe u t mnh cho cc qung co trn truyn hnh, ti im bn, thc hin cc chng trnh khuyn mi nhiu kinh ph m khng phi bt k doanh nghip Vit no cng theo kp nh chng trnh Ngy hi Nescafe 3 trong 1 My cup t trong thng 3 v 4 ti Cn Th, H Ch Minh, Nng v H Ni. ng ch nht l hai chng trnh ca Nestl: mua Nescaf trng xe hi Vitara, cho ung Nescaf min ph ti cc ch u mi, siu th v tng tng nh. S liu iu tra Hng VN cht lng cao cui nm 2004 cng b Nescafe ch cn chim 44,05% trong th phn c ph bt ha tan v G7 chim 21,8%. cnh tranh hn vi sn phm mang tnh Vit G7 ca Trung Nguyn, u thng 3.2005, Nescaf thay i thng ip quen thuc "Khi u ngy mi" bng thng ip "100% c ph Vit Nam" cng nh m chin dch truyn thng vi slogan "hng v Vit Nam hn"; ng thi a ra ba loi c ph mi. Trc , Nescafe ch mang hng v chung nh sn phm trn ton th gii. V vy y l ln u tin Nescafe phi thc hin chin dch nhp gia ty tc v a phng ha ti th trng Vit Nam. Nm 2006, Trung Nguyn u t v xy dng pht trin h thng phn phi G7 Mart. Nhn chung giai on trc 2007, th mnh nghing v G7 ca Trung Nguyn v c bc u thnh cng v mt qung b thng hiu n ngi tiu dng v gii truyn thng. G7 phn chia li th trng c ph v tr thnh i th chnh thc ca Nescafe. Nescafe phi thay i chin lc qung b v c sn phm ph hp vi phng thc cnh tranh pht ng trc tip t G7. 2.4.2. Giai on 2007 - 2009 (Dung)
Thng 4 v 5.2007, Trung Nguyn a ra chin lc cnh tranh i u bng on phim qung co s dng hnh nh ba chiu chic cc ca hng Nestl so snh trc tip vi sn phm G7 Nescafe), trn c ghi 17% c ph Bun Ma Thut vi chic cc ca G7 3 in 1 ghi 89% c ph Bun Ma Thut. n thng 8.2007, Trung Nguyn li tip tc chy phim qung co so snh vi chic cc , nhng ln ny chic cc G7 3 in 1 c ng du bo chng c ph tht Bun Ma Thut. iu ny gy ra s tranh ci v Lut cnh tranh gia 2 thng hiu Trc vic i u trc tip ca G7 theo cch thc khi gi tinh thn dn Nestl tung cho ra dng sn phm mi vi tn Nescafe-Caf Vit, bn cnh Nescafe 3 in 1 vo nm 2008. Tuy khng khc bit nhiu so vi sn phm truyn thng Nescafe-Red Cup ni ting ton cu, nhng Nestle to c s n tng v quen thuc hn vi ngi tiu dung bn a qua ci tn mi Nescafe-Caf Vit v cu khu hiu Bn mnh th?. y l sn phm c ph en ha tan u tin cha ng hng v m ca c ph en pha phin truyn thng Vit Nam, p ng c s thch ca ngi tiu dng trong nc. Tip tc chin dch qung b ca mnh, thng 9.2008, Nestl cn t chc nhiu chuyn roadshow xuyn Vit mang tn Bn mnh bc ln xe?, dnh cho nam thanh nin t 25-35 tui

chi cc tr chi th thch, cm gic mnh. V ti bui khai mc L hi C ph Bun Ma Thut 2008 ti k Lk (12.2008) , Nestl gy n tng bng tm bn Vit Nam ln nht th gii xp t ht c ph th hin s tn vinh t nc xut khu c ph ln th hai th gii, lng ghp vo l ngha ca tnh k Lk ni cung cp ngun ht c ph xanh Nestl sn xut ra dng sn phm NESCAF Vit mi ca mnh cnh tranh, G7 Trung Nguyn va Nescafe lin tip a ra nhng dng sn phm mi v thng ip i chi nhau tng t. V d nh, G7 Trung Nguyn a ra dng c ph G7 2 in 1 m u vi thng ip Gip suy ngh mnh hn. Nescafe a ra khu hiuNgon hn, v c ph mnh hn. G7 tip tc vi V c ph cc mnh. Nescafe thm vo thng ip Bn mnh th?. n kt thc, G7 2 in 1 ni Mnh cha , phi ng gu. C th ni y l giai on cnh tranh khc lit v i u trc tip ca G7 Trung Nguyn v Nescafe Nestle. bc ny, c 2 thng hin cng c nhng bc tin nht nh trong vic qung b thng hiu ca mnh. Khi m,G7 Trung Nguyn, t mt hng c ph ni a cn non tr ginh ly phn ln th trng trong khong thi gian ngn; 23% th phn c ph ha tan v mc tng trng 88% (trch thng k hip hi c ph Vit Nam 2009) nh vo vic dng thc dn tc v nim t ho hng Vit Nam ca ngi tiu dng ni acn Nescafe Nestle nh i sang chin lc qung b thng hiu a phng ha cng c c v tr vng mnh ca tp on a quc trong th hiu ca ngi s dng. Vic Nescafe cho ra i Nescafe-Caf Vit ch dnh ring cho th trng Vit Nam l s kin cha tng c trong lch s pht trin ca Nescafe. y l ln u tin Nescafe phi to ra mt sn phm ring bit p ng ngi tiu dng, cnh tranh cng thng hiu a phng.

2.4.3. Giai on 2010 - 2012 (Qunh)

- 2010 Chic ng h tinh xo gip Thy S ni danh, a hoa tulip nh b cng gp phn khin H Lan tr thnh huyn thoi. Vit Nam l mt cng quc c ph th 2 ca th gii, giu ti nguyn v nhiu tim nng. Vy ti sao chng ta phi ci mnh cam chu?. l ni dung bc tm th 2010 c nh km trong sn phm c ph G7 m ng ng L Nguyn V, Tng Gim c Cng ty Trung Nguyn, gi n ngi tiu dng Vit Nam trong giai on nng bng ca th trng c ph ha tan v phong tro ngi Vit dng hng Vit vo u nm 2010. Ngay sau , vo trung tun thng 4, i th Nescafe tung vo th trng min Bc sn phm Nescafe 3 in 1 k nim 1.000 nm Thng Long H Ni cng vi nhng thng ip mang tnh dn tc v lch s Vit Nam c in trn bao b, bo hiu mt cuc chin mi gia hai k phng ch th ny. Bn cnh , Nestl v Trung Nguyn cn kn ca trn tng cen -ti-mt khi Trung Nguyn gii thiu c ph G7 2 in 1 m u vi thng ip Gip suy ngh mnh hn. Nescafe tung chiu Ngon hn, v c ph mnh hn. G7 phn n vi V c ph cc mnh. Nescafe p tr bng Bn mnh th?. V kt thc, G7 2 in 1 ni Mnh cha , phi ng gu. Gn y nht, u thng 4.2010, G7 tung ra thng ip G7 vi kht vng Vit trn mt bo bng cu chuyn v truyn thuyt Cha Rng, M Tin, ca ngi nhng chin tch chng ngoi xm ca ng cha v gi tm th nh km trong sn phm n ngi tiu dng. Ch 3 tun sau , Nescafe tung ra mu bao b mi cho sn phm 3 in 1 ca h nh vo th trng min Bc, cng in nhng dng v lch s v nim t ho dn tc vi cc a danh ng , Thng Long,

H Ni. Gi y, cuc i u Nescafe Trung Nguyn thc s bc vo giai on cng thng khi Nestl tp trung vo th trng min Bc, ni Trung Nguyn nm gi phn ln th phn trong nhiu nm qua. Trc khi i tip vo cuc cnh tranh ny la ny, hy nhn qua phn cn li ca th trng, ni Vinacafe v Vinamilk ang tn dng khong trng m nhng li i ring.

- 2011

My nm qua, cng vi cuc chin G7 - Nescafe, th trng c ph VN cng c thm s ln mnh ca mt s nhn hiu mi. Hin nay, ngoi G7, Nescafe th Vinacafe v Moment cng ngy cng khng nh mnh l nhng thng hiu ln t cch thc marketing n n lc chim th phn. "NI", NGOI" V SN NH i din G7 chi bit, chin dch truyn thng mi nht ca Trung Nguyn khng nhm mc ch tranh th th trng trong ma cao im bn hng Tt. Thc ra y l phn ng ca G7 trc s eo bm ca i th trn dng sn phm cafe ha tan "2 trong 1" ( gm c ph v ng ) Nhng ngi quan st u thy sau giai on chy ua khng nh "cht Vit Nam", gn y G7 v Trung Nguyn 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". Trc y cuc cnh tranh din ra trn phn khc sn phm" 3 trong 1" ( c ph, ng, sa) th nay ph khc " 2 trong 1" ang ging co t mt trn truyn thng n tng i l bn l. Vi " G7 2 in 1" , Trung Ngun khng nh li th ca thng hiu hng u Vit Nam, mang n mt gii php mi tit kim thi gian cho ngi tiu dng, c th thay th tng i ly c ph phin ca nhn hiu ny. Nescafe ang bm ui quyt lit, khin G7 phi ra n chng tr v to mt chin cuc mi d on s rt quyt lit. Cch thc " tuyn chin lu nay ca G7 - Trung Nguyn , c ngi ng h c ngi khng, song hu ht u cng nhn rng n v ny to nn mt trng hp l th trong kinh doanh. Nescafe - mt thng hiu quc t b cun theo li ca i phng - mt thng hiu a phng , cn G7 mi chnh l ngi dn dt trn u. Trit l lu nay ca G7 l " chin u v thng hiu Vit" , ku gi s ng h, ng thun ca ng bo cho thng hiu Vit. Tuy nhin sc thuyt phc cho thng hiu ny ang gim dn. Ngi tiu dng ang mong 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. Mt Trung Nguyn vai tr tng lnh cho nhng tm th v tro lu xy dng thng hiu Vit, ch ng ch t duy " nu tht bi c th lm vin lt ng".
- 2012

Vi thng ip Nng lng mi khi ngun sng to, C ph Trung Nguyn xut hin trn th trng vi h thng bao b hin i v mnh m. T hnh nh, mu sc, cht liu bao b u th hin s sang trng v ng cp chuyn gia ca mnh. C ph ha tan G7 vn lun cam kt G7 c ph ha tan th thit t Bun Ma Thut (c c gp 2 ln) trong chin dch thay i bao b mi ny ngoi hnh nh thng hiu trng hin i, cao cp hn, bao b sn phm trng bt mt v thu ht hn th cht lng sn phm cng c thay i, ci tin vi v c ph m c v ngon hn vi nhiu hng v phong ph. Trong chin dch thay i bao b ln ny, c ph ha tan G7 a ra th trng hai sn phm mi l G7 Ha Tan en v G7 Cappuccino dng stick (12 gi) vi 3 mi hng Hazelnut, Mocha v Irish Cream. G7 Cappuccino l loi c ph ha tan c v nh, thm ngon. y l dng sn phm cao cp trong nhm c ph ha tan G7 v ngun hng liu v cng thc pha ch c bit. Vi mong mun em li cho ngi tiu dng nhng cm gic mi l nhng t ph khng ngng,dng sn phm mi ra ca Trung Nguyn chim c nhng cm nhn tht s mi ca mi ngi rt l nhng ngi quan tm n caf v phong cch ca mnh.cafe trung nguyn khng ph trng nhng rt trang trng v ph hp, khng mu m nhng li rt tinh t v c sc. chnh l mong mun ca Trung Nguyn v h lm c iu .Tuyn chin vi Nescafe thnh cng Trung Nguyn chim trn 50% th phn c ph ha tan vi phong chm nh bi cc i gia c ph nc ngoi ti Vit Nam trc khi ra th gii.V Trung nguyn lm thay i cc din caf ha tan trong thi gian ngn: th phn nescafe gim cn 45%, g7 chim 21%,phn cn li thuc v nhiu nhn hiu khc. y l chin lc i mi ca Trung Nguyn ngay ti thi im xung mn nht Bit v hiu v iu quan trng trong vic pht trin bao b v nhn hiu sn phm. g7 khng ngng tm hiu thay i nhn hiu bao b mt cch ph hp nht i vi khch hng v khch hng c ci nhn mi hn v dng sn phm ny.trung nguyn tin hnh thay i bao b v truyn ti thng ip mi

4.3.1) Qung co: Mi sn phm Trung Nguyn u a thng ip ring Caf Trung nguyn gip suy ngh mnh hn Qung co trn tivi: i din thanh nin th k 21vi tch caf (khng th thiu vi ngi nng ng) Ngh nhanh v mnh nh 777 4.3.2)xc tin bn: Nhiu hot ng c trin khai ro rit gii thiu G7 vi ngi tiu dng: Ngy hi tuyt nh gii thiu c ph ha tan G7 hm 23/11/2003 dinh Thng Nht; mi ngi tiu dng ung th c ph G7 trong 3 ngy ti mt cao c ni t tng hnh dinh ca i th Nestle; nhng t tip th trn ng ph, G7 xut hin t cc trung tm thng mi cho n ca hng bn l hay ch ln, ch nh... To bo hn, Trung Nguyn t chc chng trnh th mi (mi ngi tiu dng ung hai ly c ph ha tan, mt ca G7 v mt nhn hiu c ph ha tan ni ting khc nhng khng cho bit nhn hiu h t nh gi). Kt qu kh m mn: 89% ngi tiu dng chn G7 v 11% ngi tiu dng chn nhn hiu kia. Ni cho ng ra Trung Nguyn thnh cng v khng ch xy dng chin lc i u cho mt sn phm 100% Vit Nam l G7 m tht s h pht ng mt cuc chin v thng hiu Vit vi v kh l cht lng sn phm v vn ng s ng h, hu thun ca ngi tiu dng Vit, knh phn phi Vit. Vi chin lc khn ngoan v kh kh chu khi eo bm i th ti tng im bn, tng quy k trng by hng, Trung Nguyn o ngc th trn, ginh c th thng phong, to tin cho mt cuc chin lu di. T thng 11-2003 cho n thng 1-2004, G7 chim 35% th phn. Trc khi G7 nhp cuc, th trng c ph ha tan trong nc chim khong 130,75 t ng/nm, trong Nescafe dn u vi 55,95% th phn, Vinacafe chim 38,45% th phn, s cn li chia nh cho nhiu loi c ph ha tan nhp khu v ca cc doanh nghip khc. Vi cc trung gian: Kinh doanh nhng quyn, m rng ra nhiu nc(M , Nht, Singapo, Thailand, Trung quc, Campuchia, Balan, Ukraina) 4.3.3)quan h cng chng: Cc chng trnh tiu biu: Sng to v thng hiu Vit(phi hp vi bo Thanh Nin)khuyn khch dng hng Vit

 Sng lp qu:Khi ngun sng tao (kt hp vi i truyn hnh VN)cp vn cho cc tng Ti tr Ni vng tay lnv ngi ngho(vi bo HN mi) Ti tr l hi caf Bun Ma Thut T chc :Ngy hi tuyt nhti Tp.HCM Hot ng :m hi caf (m th gii c ph ) Thng qua ngn ng ca ngh thut, ca nhng v iu c ph, nhng nghi thc rc hoa, ht c ph, nhng phc trang c ph gi gm n vi hng t ngi ang thng thc c ph trn th gii li chc, vi mong c sng to hn thng qua vic thng thc c ph hng n s pht trin hi ha v bn vng ca ton th gii.

2.5. Nhn xt v nh gi cc chin lc ca G7 v Nescafe trong giai on 2007 - 2012 2.5.1. im mnh 2.5.2. Nhng mt hn ch
2.5.3. Nha65n

Chng III: BI HC KINH NGHIM V D ON S PHT TRIN CA G7 V NESCAFE TRONG GIAI ON 2013 - 2015 3.1. Bi hc kinh nghim t cc chin lc cnh tranh ca G7 v Nescafe 3.2. D on tnh hnh pht trin ca hai thng hiu G7 v Nescafe t 2013 n 2015 ch Thy
3.2.1. Chin lc pht trin ca G7 3.2.1.1. Chin lc m rng th trng Vi nhng chin thng nhanh chng to dng c thng hiu bng cht lng v phong cch ring ti th trng trong nc, Trung Nguyn bt u vn cnh dang rng thng hiu ca mnh ra th trng bn ngoi bng chin lc nhng quyn ln u tin ti Singapore vo nm 2000. Thnh cng ch tht s n vi Trung Nguyn vo nm 2002 khi c xut hin ti Nht Bn bn cnh 400 ca hng trn tng 6000 ca hng ca tp on caf ln nht th gii Starbucks cng nh hng lot nhng thng hiu caf kh nh m Nht. Chnh bc m ny gip Trung Nguyn nhy c nhng bc vt cao. Tnh n nay, caf Trung Nguyn xut hin nhiu nc nh Nht Bn, Thi Lan, Singapore, Trung Quc v Cng ha Sc. Hn na, nhng siu th v ca hng M, c, ng u, Php v Nga u by bn cc sn phm c ph rang xay ca Trung Nguyn. Vi nhng nn tng thnh cng t c, ng ng L Nguyn V, nguyn tng gim c Trung Nguyn, ang d nh khai thc trit nhng th

trng nc ngoi khc bng hp ng nhng quyn nhm chim c th phn ti 15 nc nh c, c, Canada, i Loan, Malaysia, Philippin, 3.2.1.2. Chin lc pht trin sn phm Sau khi tung dng sn phm c ph sng to ra th trng v t c phn ng tch cc t ngi tiu dng, Trung Nguyn nhanh chng nm bt ngay c hi pht trin dng sn phm c trng gn lin vi tn tui ny ca Trung Nguyn p ng ti a th hiu khc hng. Trung Nguyn tp trung nguyn cu ngy cng em li nhng sn phm theo chiu su, c phn loi theo nguyn liu v gu thng thc caf ca ngi s dng. Trong tng lai, Trung Nguyn ha hn s em n cho th trng nhng dng sn phm phong ph, a dng nhng vn gi c cht gu caf m cht Vit Nam bng cng ngh tch hp tin tin nht. 3.2.1.3. Chin lc a dng ha Trung Nguyn hin nay nghin cu v pht trin tng cng 30 loi c ph vi tng hng v ring bit to ra 9 mc hng v khc nhau. iu ny mang li s cm nhn khc bit v cch thng thc c ph da trn nn tng bn sc vn ha ca Vit Nam. Bn cnh nhng dng sn phm caf rang xay bnh dn, Trung Nguyn cn n lc cho ra i nhng dng sn phm caf thng hng nh caf chn loi caf ni ting nht th gii v hng v thng ngon cng nh gi c t v s khan him ca n, khng ch tiu dng trong nc m cn xut khu sang cc nc pht trin. T ci tn G7 ni ln ch v quyt nh ca Trung Nguyn trong tham vng chinh phc th trng 7 nc pht trin. V trong tng lai, dng sn phm ny s dn dn chim c cm tnh cng nh lan rng ra xa hn na trn th trng quc t bi hng v caf chn m cht Vit Nam, thm ngon, quyn r n nng nn m cn bi ci tn Trung Nguyn ang ngy cng c uy tn c trong v ngoi nc. 3.2.1.4. Chin lc tip th C th ni, Trung Nguyn rt bit cch nh vo tm l ngi tiu dng Vit Nam khi s dng cu m u Knh gi ng bo tm s ng cm vi vic Ngi Vit dng hng Vit ku gi ng h thng hiu nng sn Vit Nam. Bn cnh , Trung Nguyn cng rt tinh t khi dng chiu th m nhm khng nh c cht lng v mi v sn phm so vi cc i th ln trong phn khc caf ha tan ny. V sau hng lot thnh cng ca Trung Nguyn cng nh s phn chia li th phn trong th trng caf ha tan cho cng ty mi ni ny, Trung Nguyn lm cho nhng cng ty lu nm trong ngnh phi e d v ng lot thay i chin lc tip th nhm nh vo Ngi Vit dng hng Vit. Nhng nhn chung, c v cuc chin ny s ngy cng nng hn v ko di hn na trong tng lai v Trung Nguyn cng ha hn s mang li nhiu k hoch tip th ngi tiu dng hp th hiu, nh ng tm l v chnh xc thi c. Tm li, G7 Caf ang nh hnh nhng chin lc pht trin trong tng lai c th nh sau: u t thm cho cc chng trnh qung b, tip th Vn s dng tinh thn dn tc ng h hng Vit Tip tc nhm thng qun th m nh Gi vng th phn min Bc v tng cng thm th phn min Nam 3.2.2. Chin lc pht trin ca Nescafe 3.2.2.1. Chin lc m rng th trng Nescaf l sn phm ca mt trong nhng cng ty ni ting nht th gii trong ngnh hng ung, c th ng th hai trn th gii ch sau Coca-Cola. Chnh v iu ny, Nescaf c sn mt th phn th gii kh n nh v chc chn hn nhiu so vi G7 ca Trung Nguyn. Mc d hin ang dn u th phn caf ha tan ti Vit Nam nhng nhn chung Nescafe vn cha tri u ra khp ton quc m ch tp trung a s ti khu vc pha Nam. pha Bc, G7 ca Trung Nguyn vn ang chim u th do thi quen v s thch dng hng Vit Nam ca ngi dn.

Bn cnh , do kh hu pha Bc kh lnh nn ngi tiu dng li rt chung caf rang xay dng nng ca Trung Nguyn. Trong thi gian ti Nescaf ang ln k hoch k lng nhm pht trin vo khu vc min Bc vi quyt tm khng nh c sn phm ti y. 3.2.2.2. Chin lc pht trin sn phm Cng vi chin lc khng nh li th phn ti khu vc pha Bc v Trung B, Nescaf cng ang nghin cu v ch bin thm nhng khu v khc thch hp vi th hiu ca ngi tiu dng ti tng a phng trn ton th gii. C th, Nescaf c th s tung ra nhng dng sn phm caf ha tan ph hp vi thi quen dng caf nng ca ngi dn H Ni trong thi gian ti thay v caf nh truyn thng. c bit, Nescaf tng lm bt ng hng lot i th bng nhng tng sn phm mi chng hn nh u t sn xut c ph ng lon vi dng ch Made in Vit Nam ra i t 2 nm trc. V tt nhin, ngi tiu dng c nhng phn ng kh tch cc cho dng sn phm ny bi s tin li hn nhiu so vi dng caf ha tan, ch cn mt ci tc bt np thay v pha nc si c mt ly c ph. 3.2.2.3. Chin lc a dng ha Dng nh khng giu c tham vng chim trn th phn caf trong nc v ton th gii, Nescafe khng ch dng li vic cho ra nhng dng sn phm caf n thun m cn a dng ha thm nhiu dng sn phm caf cao cp nng ng ph hp vi cuc sng hin i ngy nay. Nu khch hng mun c mt ly Latte hay Espresso vo bui sng nhng khng thi gian tri nghim mt ly ng ngha ti nhng ca hng caf ni ting nh Coffee Be an & Tea Leaf hay Starbuck, ngi tiu dng ch cn mt vi pht tn hng nhng hng v tng t ch vi Nescaf. Chnh s a dng ha v phn loi t m tng hng v ring bit ca cc loi caf m Nestcaf mi c th dn u th phn caf bt ti Vit Nam v ngnh hng ung trn ton th gii. 3.2.2.4. Chin lc tip th Cn v chin lc tip th, ni tip nhng thnh cng v nhng phng thc qung co trc , Nescaf ang tim n s tung ra nhng sn phm tip th m cht Vit vi nhng nh hng bt ng. Chng hn nh, c th thm nhp vng chc vo th trng khu vc pha Bc, Nescaf gii thiu dng sn phm caf 3in1 k nim 1.000 nm Thng Long H Ni cng nhng thng tin mang tnh dn tc v lch s Vit Nam in trn bao b. Ngoi ra, Netcaf cng thay i thng ip quen thuc ca mnh Khi u ngy mi bng mt thng ip mi m cht Vit hn 100% c ph Vit Nam nhm nh vo tm l dng hng Vit c G7 khi dy. Bn cnh , phn ng li vi nhng chin dch khi ng ca Trung Nguyn trong phn khc caf ha tan, Nescaf tung ra phng n dng caf min ph ti cc ch u mi, siu th hay tn tng nh vo u thng 5 nm 2005 v chng trnh mua Nescaf trng xe hi Vitara c nhng hiu ng tch cc t ngi tiu dng

3.3. Mt s kin ngh, xut khc cho G7 v Nescafe C - KT LUN D - DANH MC CC TI LIU THAM KHO

http://tai-lieu.com/tai-lieu/phan-tich-moi-truong-kinh-doanh-cua-trung-nguyen-dua-vao-mo-hinhswot-23725/

http://doc.edu.vn/tai-lieu/de-tai-chien-luoc-phan-phoi-cua-ca-phe-trung-nguyen-tai-thi-truong-vietnam-30183/

http://luanvan.co/luan-van/de-tai-phan-tich-swot-cua-cafe-trung-nguyen-19568/

http://www.vietnamica.net/acnielsen-kantar-worldpanel-g7-leads-vietnam-instant-coffeemarket/?goback=%2Egde_153873_member_130487211#%21

http://www.ipsosconsulting.com/pdf/Ipsos-Research-Note-Vietnam-Coffee.pdf

http://www.euromonitor.com/coffee-in-vietnam/report

http://www.scribd.com/doc/25183636/Starbucks-Instant-Coffee-In-Malaysia-Marketing-Plan

http://www.scribd.com/doc/130827579/analysis-of-BRU

http://www.slideshare.net/SanamChowdhry/nescafe-16966344

http://www.vanhoadoanhnhan.vn/van-hoa-kinh-doanh/ky-nang-dieu-hanh/1905-thi-truong-ca-phehoa-tan-the-chan-vac-chia-ba-.html

http://vietstock.vn/2012/07/thi-truong-ca-phe-hoa-tan-viet-nam-8220giangco8221-manh-768-228023.htm http://www.baocongthuong.com.vn/thi-truong-trong-nuoc/42051/ca-pheviet-di-xa-de-ve-gan.htm#.Ul1NsVCnpcQ http://quancafe.vn/tin-tuc/cafe-viet-nam/canh-tranh-cac-nhan-hieu-ca-phehoa-tan-bi-mat-thuoc-ve-nguoi-tieudung/51734cb693ff574b9c60e7f4#.Ul1NuFCnpcQ http://www.vinacafe.com.vn/coffeemk/category/156/thi-truong-ca-phetrong-nuoc http://giaoduc.net.vn/Kinh-te/Thi-truong/Ca-phe-Viet-rat-ngon-nguoi-tieudung-sao-lai-phai-uong-Nestcafe/312862.gd

http://text.123doc.vn/text-doc/294199-phan-tich-thanh-cong-cua-nescafetren-toan-cau-va-chien-luoc-tiep-thi-tai-viet-nam.htm http://brandsvietnam.com/146-Thi-truong-ca-phe-Viet-Nam-va-co-hoi-chodoanh-nghiep-trong-nuoc http://news.zing.vn/Chien-tranh-ca-phe-tai-Viet-Nam-post298159.html http://m.doanhnhansaigon.vn/online/kinh-doanh/chuyen-laman/2013/06/1074537/thi-truong-ca-phe-hoa-tan-the-chan-vac/ http://www.thesaigontimes.vn/Home/doanhnghiep/chuyenlaman/102034/ http://www.marketingchienluoc.com/chi%E1%BA%BFnl%C6%B0%E1%BB%A3c-c%E1%BA%A1nh-tranh/17971-th%E1%BB%8Btr%C6%B0%E1%BB%9Dng-c%C3%A0-ph%C3%AA-c%C3%B2n-ch%E1%BB%97cho-ng%C6%B0%E1%BB%9Di-%C4%91%E1%BA%BFn-sau http://news.zing.vn/Cac-thuong-hieu-ca-phe-buoc-vao-cuoc-dau-huong-viViet-post340097.html http://dangkydoanhnghiep.info/a/news?t=26&id=1007652 http://dangkydoanhnghiep.info/a/news?t=26&id=1007652 http://www.doanhnhansaigon.vn/online/kinh-doanh/chuyen-laman/2013/08/1076103/thi-truong-ban-le-the-chia-ba/ http://sgtt.vn/Kinh-te/182773/Thi-truong-caphe-noi-dia-cuoc-ruot-duoi-battan.html http://www.brandsvietnam.com/keyword/534-kenh-phan-phoi http://brandsvietnam.com/146-Thi-truong-ca-phe-Viet-Nam-va-co-hoi-chodoanh-nghiep-trong-nuoc http://agro.gov.vn/news/id221_Bao-cao-Thuong-nien-nganh-hang-ca-pheViet-Nam-nam-2012-va-Trien-vong-2013.html http://timnguyenmarketing.com/2012/05/30/mo-hinh-phan-tich-swot-nguongoc-va-y-nghia/ http://marketing.24h.com.vn/trade-marketing/the-chan-vac-chia-ba-thi-truongca-phe-hoa-tan/ http://zonzoncodon.wordpress.com/tag/ngan-sach-marketingc%E1%BB%A7a-nescafe/

http://trungnguyen.com.vn/ipad/1893/intro.html http://www.thesaigontimes.vn/Home/doanhnghiep/chuyenlaman/102034/ http://www.doanhnhansaigon.vn/online/kinh-doanh/chuyen-laman/2013/06/1074537/thi-truong-ca-phe-hoa-tan-the-chan-vac/

http://www.nestle.com.vn/brands/coffee/nescafe-3in1>

Phn tch cnh tranh: Xc nh cc yu t cnh tranh. Xc nh tnh hnh cnh tranh c th - ai l i th chnh, c s ca h t u, h hot ng trong lnh vc ny bao lu, quy m ca h ln hay nh, th phn th no, ai l k mnh nht. ng thi cnh tranh- cc nh cung cp bao qut th trng c ti u; cung tha hay thiu, iu dn ti hot ng tip th tch cc hay c hi cho cc i th khc; a phng no l vng ang tng trng nhanh, u l nhng v d in hnh ca k thng/k bi trong cnh tranh, hay tt c u thnh cng- mt yu t cho thy th trng d xm nhp.

Cc i th cnh tranh c lin kt vi nhau chng li nhng k mi xm nhp th trng khng. Nhng k hoch ca bn c nh hng ln n cc i th cnh tranh khng- bn d tnh s chim bao nhiu phn trm th trng. Trong s cc khch hng ca bn, bao nhiu phn trm l khch hng mi, bao nhiu phn trm l do thu ht c t pha cc i th cnh tranh. Cc i th cnh tranh s phn ng nh th no, v d tung d lun xu, tin hnh chin tranh gi c, ty chay, ph hoi ngm hay b mc. Chin lc phng th ca doanh nghip l g. im A+B nhm mc ch xc nh tng th th trng thc bao gm nhng ngi chc chn s mua trong khu vc th trng c doanh nghip hng ti. Phng php ny c th kh thc hin Vit Nam, c bit l cho th trng hng tiu dng ph thng v mi ch c mt s lng khim tn nhng nghin cu th trng. S d dng hn nu bn nh hng vo cc loi nh my hay doanh nghip nht nh. Bn cng c th phi tho hip i cht khi c tnh dung lng ca th trng, ng thi tm kim nhng phng php n gin hn. Hy s dng cc kt qu ca nhng n lc marketing ban u ca mnh cng nh ca cc i th cnh tranh lng ho th trng tim nng Competitive Analysis Your competitive analysis should identify your competition by product line or service and market segment. Assess the following characteristics of the competitive landscape: Market share Strengths and weaknesses How important is your target market to your competitors?

Are there any barriers that may hinder you as you enter the market? What is your window of opportunity to enter the market? Are there any indirect or secondary competitors who may impact your success? What barriers to market are there (e.g., changing technology, high investment cost, lack of quality personnel)? Bi hc :
Ngay khi ra i, G7 tn cng Nescafe bng chiu th m v kt qu l caf G7 c a s ngi tham gia cuc th m a chung hn so vi Nescafe. l thng li v mt sn phm. Sau , G7 kho lo nh v mnh tr thnh k thch thc i vi Nescafe. y l mt chin lc rt to bo. Bi khi ngi tiu dng nh hnh G7 l i th ca Nestle, ng nhin G7 s chim lnh v tr (t nht l) s 2 trong thang bc tiu dng ca danh mc caf ha tan. ng thi chiu thc ny cng y nhng thng hiu caf ha tan khc trn th trng ti thi im xung nhng v tr thp hn. => Chn i th ph hp, chn phng thc qung b c sc nh hng.

BNG KHO ST
1. Bn thuc nhm tui no A. Di 18 tui (y l la tui ca hc sinh - cha t lm ra thu nhp, cn ph thuc b m) B. 18 - 24 (la sinh vin, c kh nng kim thu nhp nhng cn i hc) C. 25 - 50 (ngi i lm) D. >50 (v hu) 2. Ngh nghip hin ti ca bn A. Hc sinh. B. Sinh vin. C. Nhn vin vn phng D. Ni tr. E. Khc: 3. Bn c ang s dng c ph ha tan khng? A. Khng B. C

------------------------------------------------------------------------------------------------------------------------

~Da trn phn tr li ca cu 3 m phn loi cu hi tip theo~ Nu ngi lm kho st tr li cu A. Khng, th s hi cc cu tip theo tnh t cu 4.1: 4.1. L do bn khng chn s dng c ph ha tan A. Hng v khng bng c ph truyn thng (c ph phin) B. Ti khng ung c ph C. L do khc: .. 5. Bn bit nhng thng hiu c ph ha tan no (c th chn nhiu hn 1): A. Nescafe B. G7 C. Khc (Vinacafe, Moment) D. Ti khng bit thng hiu no. 6. Nu c, bn bit thng hiu qua knh thng tin no: A. Tivi B. Internet C. Bo ch D. Hot ng marketing ca chnh thng hiu

-----------------------------------------------------------------------------------------------------------------------~Da trn phn tr li ca cu 3 m phn loi cu hi tip theo~ Nu ngi lm kho st tr li cu B. C, th s hi cc cu tip theo tnh t cu 4.2: 4.2. Thng hiu c ph ha tan m bn ang s dng A. Nescafe. B. G7 C. Khc:

--------------------------------------------------------------------------------------------------~Da trn phn tr li ca cu 4.2 m phn loi cu hi tip theo~ Nu ngi lm kho st tr li cu A. Nescafe, th s hi cc cu tip theo nh sau: 5.1*. Bn c bit n cc sn phm c ph ha tan G7 ca Trung Nguyn A. C B. Khng 6.1*. Nu bit th bn bit n thng hiu qua knh thng tin no: A. Tivi, radio. B. Bo tp ch. C. Intenet. D. Hot ng marketing ca thng hiu .

~Da trn phn tr li ca cu 4.2 m phn loi cu hi tip theo~ Nu ngi lm kho st tr li cu B. G7, th s hi cc cu tip theo nh sau: 5.2*. Bn c bit n cc sn phm c ph ha tan Nescafe ca Nestle A. C B. Khng 6.2*. Nu bit th bn bit n thng hiu qua knh thng tin no: A. Tivi, radio. B. Bo tp ch. C. Intenet. D. Hot ng marketing ca thng hiu . ~Da trn phn tr li ca cu 4.2 m phn loi cu hi tip theo~ Nu ngi lm kho st tr li cu C. Khc, th s hi cc cu tip theo nh sau: 5.3*. Bn c bit n cc sn phm c ph ha tan G7 ca Trung Nguyen v Nescafe ca Nestle A. C bit n thng hiu G7. B. C bit n thng hiu Nescafe. C. Bit c hai thng hiu. D. Khng bit n hai thng hiu trn 6.3*. Nu bit th bn bit n thng hiu qua knh thng tin no: A. Tivi, radio. B. Bo tp ch. C. Intenet. D. Hot ng marketing ca thng hiu .

--------------------------------------------------------------------------------------------------------------------------------7. L do bn chn dng thng hiu c ph ha tan hin nay: A. Thng hiu ni ting B. Hng v ph hp khu v. C. Nhiu chng trnh u i D. Gi c ph hp. E. Khc 8. Bn thng ung bao nhiu gi c ph ha tan 1 ngy? A. < 1 gi B. 1-2 gi C. 3-4 gi 9. Cm nhn v loi c ph m bn ang s dng A. Rt thch B. Thch C. Tm c D. Khng thch lm

10. Bn s dng c ph ha tan v mc ch g (Sp xp theo th t cn thit nht) A. Tng hng phn tinh thn B. Chng bun ng C. Cn tp trung D. Gii ta cng thng E. Mc ch khc _______________ ___________________________________ Cc tiu ch khi chn mua c ph ha tan ca bn (C th chn nhiu tr li) Mi hng hp dn Pha ch d dng Nhanh chng, tit kim thi gian Gi thnh r L do khc _______________

11. A. B. C. D. E.

12. Yu t no nh hng n quyt nh chn la thng hiu c ph ha tan khi mua A. Gi c B. Qung co sn phm C. Cht lng sn phm hng D. S xut hin trn cc ca hng, siu th, cc knh phn phi khc E. Yu t khc 13. im no bn cm thy cha hi long v loi c ph ha tan m bn ang s dng ____________________________________ 14. Bn c nhn xt g v 2 loi c ph ha tan G7 ca Trung Nguyen v Nescafe ca Nestle _____________________________________