C PH TI - TRUNG NGUYN - 1

Gii thiu v cng ty Trung Nguyn. Ra i vo gia nm 1996 nhng Trung Nguyn nhanh chng to c uy tn v tr thnh thng hiu c ph quen thuc nht i vi ngi tiu dng trong v ngoi nc. V 1 khi nhc n Trung Nguyn th khng ai li khng ngh n ngi sng lp ra n v i ln t 2 bn tay trng. chnh l v ch tch lun c mi ngi knh trng l ng ng L Nguyn V. Gii thiu v sn phm " c ph ti". C ph ti l nc ct c trch ly t ht c ph Robusta nguyn cht trn dy chuyn cng ngh ch bin hin i, trong mi trng tit trng v khp kn t nguyn liu n thnh phm cui cng. Theo , yu t cht lng, thun c ph, ngon, sch cho ngi thng thc c t ln hng u. ( a hnh c gi minh ha nha!)

Cc yu t nh hng n gi ca sn phm " c ph ti".

1/ Bn trong: - Chu k sng ca sn phm: Gii thiu ( t 07/11/2011 n 07/01/2012 ) --> a hnh nh l ra mt i ng bn hng ca sn phm c ph ti. ( ch link chu k sng vi mc tiu ca cng ty cho bi dc logic)

- Mc tiu ca cng ty : Tng sn lng sn phm c tiu th trong nc. ( Nhm n phn khc khch hng bnh dn ). - Mc tiu ca gi: Tng th phn.

- Chi ph: ( chi ph k hoch ) - 2

Chi ph sn xut, kinh doanh v gi thnh ton b n v ti sn, hng ha, dch v (sau y gi chung l sn phm) lm c s tnh gi c xc nh theo yu t chi ph hoc theo khon mc nh bng sau: STT A B 1 2 3 4 5 6 C D Ni dung chi ph Tng sn lng sn xut, kinh doanh Chi ph sn xut, kinh doanh Chi ph nguyn liu, vt liu trc tip Chi ph nhn cng trc tip Chi ph sn xut chung Gi thnh sn xut/ Gi vn hng bn Chi ph ti chnh ( tr li vay nu c) Chi ph bn hng Chi ph qun l doanh nghip Tng chi ph sn xut, kinh doanh ( t 1 n 6) Chi ph phn b cho sn phm ph ( nu c ) Gi thnh ton b 01 ( mt ) n v sn phm ( TC-CP)/Q K hiu Q C CVT CNC CSXC GV CTC CBH CQL TC CP Z

CHI PH SN XUT a/ Chi ph nguyn vt liu trc tip - Chi ph nguyn liu, vt liu trc tip bao gm chi ph nguyn liu, vt liu, nhin liu, ng lc, ... (sau y gi chung l chi ph vt t) c xc nh trn c s mc tiu hao vt t v gi vt t: Chi ph vt t = Mc tiu hao vt t x Gi vt t

- Chi ph nguyn liu chnh ( Robusta ). - Chi ph nhin liu, in, nc,....

b/ Chi ph nhn cng trc tip: Chi ph nhn cng trc tip gm cc khon tin phi tr cho ngi lao ng trc tip sn xut nh tin lng, tin cng v cc khon ph cp c tnh cht lng, chi bo him x hi, bo him y t, bo him tht nghip v kinh ph cng on, ca cng nhn trc tip sn xut theo quy nh ca B Lut Lao ng c xc nh trn c s nh mc lao ng v n gi tin lng hoc tin cng.

Chi ph nhn cng trc = tip - Tin lng. - BHYT, BHXH, BHTN.

nh mc lao ng

n gi tin lng hoc tin cng

c/ Chi ph sn xut chung - Chi ph sn xut chung l cc khon chi ph sn xut gin tip (ngoi cc chi ph vt t trc tip v chi ph nhn cng trc tip) pht sinh cc phn xng, b phn kinh doanh ca doanh nghip nh sau: - Chi ph cng c, dng c. - Chi ph khu hao ti sn c nh. - Chi ph bo dng.

CHI PH BN HNG - Chi ph bn hng bao gm cc chi ph thc t pht sinh (nu c) trong qu trnh bn hng ho, cung cp dch v: + Chi ph tr cho nhn vin bn hng: tin lng, tin n gia ca,BHYT, BHXH, BHTN,.. + Chi ph cho bao b ca sn phm,... + Qung co, bo hnh sn phm,...

CHI PH QUN L DOANH NGHIP - Chi ph dng vn phng. - Chi ph mua bng sng ch. - Chi ph cho cc dch v qun l doanh nghip,...

Cc thnh phn Marketing - Mix: - 3

1. Sn phm: L sn phm ca thng hiu Trung nguyn, c to ra nhm p ng nhu cu ca ngi tiu dng nhm thay th cho caf khong r ngun gc. Sn phm c bao b cn thn v qua kim nh tiu chun. c sn xut t ht c ph Arabica v Robusta vi h thng nh my cng ngh hin i nht Chu u vi mc u t 40 triu . 2. Phn phi: Trung Nguyn phn phi thng qua cc knh trung gian t sn phm c th ti tay ngi tiu dng. nh hng n gi ca sn phm 3. Xc tin Trung Nguyn thc hin chn lc qung co trc tip n ngi tiu dng chnh vo ngy ra mt sn phm v chng trnh ny c thc hin xuyn sut trong giai on gii thiu ca sn phm ( 7/11/2011 n 7/1/2012 ) khng phi chi qu nhiu chi ph cho vic qung co v c th trc tip thm d kin v cht lng ca sn phm cng nh tuyn truyn v khu hiu " c ph sch cho ngi tiu dng". Ngoi ra, Trung Nguyn cn thc hin chng trnh khuyn mi mua 6 chai tng 1 chai, mua 24 chai tng 4 chai v 1 ly thy tinh) - 7/11/2011 n 7/1/2012, nhm

tng s hiu bit ca ngi tiu dng qua cng c " truyn ming" v qung b hnh nh ca cng ty. Khch hng mc tiu l cc ch qun cc bn va h ti 2 thnh ph ln nh l tp hcm v h ni nn i hi phi c gi thnh hp l v mang tnh cnh tranh cao so vi cc loi c ph " bn " khc . Chnh v th, vic thit lp chng trnh marketing - mix phi ph hp vi gi ca sn phm ( cht lng cao nhng gi trung ). Trung Nguyn to ra sn phm "c ph ti" khng nhng p ng nhu cu s dng c ph sch ca ngi tiu dng m cn mang li ch cho cc ch qun. Theo kho st, nu mi ngy qun s dng 2kg c ph rang xay khng r ngun gc c thay th bng " c ph ti", mi thng ch qun c thm hn 700.000 ng v thi gian tng ng 1 ngy ri ngh ngi. " C ph ti" vi s tin li, cht lng s gip thay i thi quen ca ch qun, ngi pha ch, p ng 1 ly c ph ngon cho ngi thng thc. Trc tnh trng ca c ph bn hin nay th " c ph ti" c xem l gii php tin li v hiu qu cho nhng ngi kinh doanh qun c ph. Do , Trung Nguyn thc hin chn lc qung co trc tip n ngi tiu dng chnh vo ngy ra mt sn phm v chng trnh ny c thc hin xuyn sut trong giai on gii thiu ca sn phm ( 7/11/2011 n 7/1/2012 ) khng phi chi qu nhiu chi ph cho vic qung co v c th trc tip thm d kin v cht lng ca sn phm cng nh tuyn truyn v khu hiu " c ph sch cho ngi tiu dng". Ngoi ra, Trung Nguyn cn thc hin chng trnh khuyn mi mua 6 chai tng 1 chai, mua 24 chai tng 4 chai v 1 ly thy tinh) - 7/11/2011 n 7/1/2012, nhm tng s hiu bit ca ngi tiu dng qua cng c " truyn ming" v qung b hnh nh ca cng ty. Bn cnh , cng ty cn nhn giao hng trc tip m bo ngi tiu dng s c tin li khi s dng sn phm " c ph ti". Gi ca caf ti Trung nguyn cao hn cng 1 phn do cc P khc tc ng

BN NGOI

- Gi tr cm nhn ca khch hng: - 4

a/ c trng ca sn phm: Cho NTD + C ph ti m bo c cht lng ca 1 ly c ph (Theo TCVN 5251-90, c ph tht c snh va phi ca c ph, nc pha c mu nu en, bt mu caramen, nhanh tan, hng v t nhin, c trng ca c ph. C Ph Ti l nc ct c ph nguyn cht nn Trung Nguyn m bo cht lng sn phm theo ng tiu chun ca ly c ph tht ca TCVN 5251-90). + C ph sch, an ton cho sc khe ngi tiu dng. Cho ch qun + Tit kim c chi ph ( gas, in, nc,...) v thi gian cho cc ch qun khi pha cho khch hng. ( 500 ml pha c 14 ly ). + c cc nhn vin chuyn nghip chm sc v lun tng km cc chng trnh hu mi. b/ Thng hiu: Trung Nguyn l 1 thng hiu uy tn v c a chung khng ch trong nc m cn ngoi nc --> tng tin cy. c/ Gi bn sn phm: Gi ngh 1 chai c ph Ti l 26.500 ng/ chai (2/2012 25000), 636.000 ng/ thng. --> gi cn cao so vi cm nhn ca khch hng ??? tm hiu nha?? (http://caphetrungnguyentaihanoi.blogspot.com/2012/08/cac-cauhoi-va-tra-loi-ve-san-pham-ca.html ) ( tao c coi 1 s blog thy ni ok v sn phm ny cht lng hn so vi cc loi sp cafe fa sn khc nn h chp nhn gi ny ) d/ Sn phm thay th : khng c v khng m bo c an ton sc khe cho ngi tiu dng. ( ??? cc loi c ph sch khc c ko ? ) ( sn phm thay th th ng tiu dng dc hi th ch cp ti cafe lon fa sn thui )

I TH CNH TRANH - 5
- Gin tip Trc tip -SP thay th -Cc i th ca Trung Nguyn trong cc nhn hng c sn phm c ph ht xay dng pha c ph phin. - y thng l cc loi c ph " bn" nn gi thnh rt r so vi c ph sch ( c ph bn khong 50.000 - 60.000 ng / kg , cn c ph sch l khong 100.000 ng / kg. - C mt lu i trn th trng. Chnh v th m vic tng tin ch cho ngi bn cng nh m bo sc khe v cht lng ca sn phm " c ph ti" s gip cho sn phm c nh v 1 v th cao hn cc sn phm ca i th cnh tranh.

Mi trng kinh t: ( lm gip tao nha!!! ti y l tao ui ri!!! hic ) Gi ca c ph Robusta trn th trng?
K hn Gi khp Thay i % S lng Cao nht Thp nht M ca Hm trc H M Biu

03/14 05/14 07/14 09/14

2118 2043 2023 2017

+19 0.90 +9 0.44 +7 0.35 +8 0.40

2079 10931 5656 1642

2143 2073 2055 2046

2089 2019 2005 2001

2095 2030 2013 2009

2099 2034 2016 2009

5041 45025 24678 8952

DV: USD/ TN
Gi c ph trong nc
TT nhn x Gi trung bnh Thay i

FOB (HCM) k Lk

1,983 39,000

Tr li: -60 +100

Lm ng Gia Lai k Nng

38,700 39,100 39,200

+100 +100 +200

H tr t chnh ph i vi gi c ph?
Nhiu u i v thu, cho thu t Khoanh n cho cc DN

trin khai chnh sch tm tr vi cc cty cafe nhm m bo gi cafe.

KT LUN ( lm dm lun nha!!! thanks!!! ) ta c th thy vi 1 sn phm tuy mi m c l l cafe ti th c rt nhiu yu t nh hng n gi thnh ca n t nhng yu t bn trong cng nh l yu t bn ngoi cty c th cho gi ph hp nht. Ngoi ra cng vi h tr ca chnh ph vi gi cafe th DN VN cng ko phi qu lo lng v gi cafe,.