Professional Documents
Culture Documents
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?
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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
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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
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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
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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
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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.
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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
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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
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- 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
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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
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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,
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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
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th ca mt tp on a quc gia.
- G7 ca Trung Nguyn: Kinh nghim tng tri trong lnh vc c
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Kht vng ln
Tinh thn quc gia, tinh thn quc t
- 24 -
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.
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trng mnh m.
Phi hng ra th gii v gip cho cc sn phm, thng hiu ca
- 32 -
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.
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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
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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.
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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
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.
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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.
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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
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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:
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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
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KT LUN
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