K

HOA QUN TR KINH DOANH

TIU LUN
MN: QUN TR CUNG NG

ti: So sch chui cung ng

coffee ca hai thng hiu Trung
Nguyn v Starbucks.
Gio vin hng dn: TS. ON NGC DUY LINH

STT H V TN

MSSV

H TRNG HONG DUNG

12008121

NG HUNH THY HNG

13030601

NGUYN TH THANH HOA

13033741

NGUYN TH THANH NHN

13018231

NGUYN TH I NHN

13036411

L TH M NGN

12055311

NGUYN VIT OANH

13037361

O DUY QUANG

13051701

HUNH QUAN QUN

13094581

10

PHM TH BCH THUYN

13042751

I.

Khi nim:
1. Chui cung ng l g?
- Chui cung ng l mt h thng ca cc t chc, con ngi, cc hot ng,
thng tin v ti nguyn lin quan n s vn ng ca sn phm hay dch v t
nh cung cp (chui cung ng) n khch hng. Cc hot ng chui cung ng
chuyn i ti nguyn t nhin, nguyn vt liu th v cc thnh phn thnh sn
phm hon chnh c vn chuyn ti khch hng. Trong h thng chui cung
ng phc tp, cc sn phm ngi dng c th quay tr li chui cung ng bt
c ch no m gi tr cn li c th ti ch.
- Chui cung ng bao gm tt c nhng vn lin quan trc tip hay gin tip
nhm tho mn nhu cu ca khch hng. Chui cung ng khng ch bao gm
nh sn xut, nh cung cp m cn lin quan n nh vn chuyn, nh kho, nh
bn l v khch hng.
2. Qun tr chui cung ng l g?
- Mt
khi
v
tr
chui
ng:

ui
ng
lin
cc
ty

s
nim
qun
cung
Ch
cung
l s
kt
cng

nhm a sn phm hay dch v ra th trng * Fundamentals of Logistics

Management of Douglas M. Lambert, James R. Stock and Lisa M. Ellram

Chui cung ng bao gm mi cng on c lin quan trc tip hay gin
tip, n vic p ng nhu cu khch hng. Chui cung ng khng ch gm
nh sn xut v nh cung cp, m cn nh vn chuyn, kho, ngi bn l v
khch hng ** Supply Chain Management: strategy, planning and operation of
Chopra Sunil and Peter Meindl
4

II.

Chui cung ng l mt mng li cc la chn sn xut v phn phi

nhm thc hin cc chc nng thu mua nguyn liu, chuyn i nguyn liu
thnh bn sn phm, thnh phm v phn phi chng cho khch hng ***An introduction to supply chain management Ganesham, Ran and Terry
P.Harrision
- Qun tr chui cung ng l s phi hp ca sn xut, tn kho, a im v vn
chuyn gia cc thnh vin tham gia trong chui cung ng nhm p ng nhp
nhng v hiu qu cc nhu cu ca th trng.
- Cc thnh phn ca chui cung ng
+ Sn xut (Production)
+ Tn kho (Inventory)
+ a im (Place)
+Vn chuyn (Transportation)
+ Thng tin (Information)
Cc hip nh v lut thng mi lin quan n chui cung ng caf:

1 Nhng hip nh lin quan n chui cung ng c ph:

a) WTO: Vic Vit Nam tr thnh thnh vin ca T chc thong mi th gii
(WTO) vi trn 150 quc gia thnh vin,
chim trn 2/3 dan s ca ton cu mang
n co hi ln cho ngnh c ph Vit Nam
trong vic a sn phm ca mnh n vi
ngi tiu dng trn phm vi ton cu
nhng n cung tim n nhng thch thc
khng nho nu nh ngnh c ph Vit Nam
khng c nhng chinh sch nhm nang cao
thu nhp, n nh i sng vt cht v tinh
thn cho nhng ngi nng dan trc tip
sn xut ra c ph.
b) Hip hi 4C: l mt t chc hp tc a thnh phn, gn kt cc bn tham gia cng
cam kt chung tay v mt ngnh c ph bn vng. Bt ky c nhan hay t chc no
cung c th gia nhp Hip hi. Thnh vin Hip hi 4C bao gm cc nng h trng
c ph, cc cng ty xut khu, cc cng ty nhp khu, cc cng ty kinh doanh, cc
cng ty rang xay v cc on v bn l, cung nh cc t chc x hi dan s - nh
cc t chc phi chinh ph, cc t chc nh chun v cc t chc cng on, cc t
chc nh nc, cc t chc nghin cu v cc c nhan cam kt vi cc mc ich
ca Hip hi. Hip hi 4C c ba chc nang chinh, bao gm: cung cp tiu chun co
5

bn c cng nhn, l bc khi u trong qu trnh ci tin lin tc hng ti

bn vng; thuc y v hp tc vi cc t chc tiu chun v sng kin khc trn th
trng; xay dng chong trnh pht trin bn vng ngnh c ph phm vi rng
hon. S mnh ca Hip hi 4C l din n c ph bn vng hng u, a ngnh
c ph i tr hng n s pht trin bn vng, v tt c cc bn lin quan u c
co hi tham gia. Tm nhn ca Hip hi 4C l lin kt tt c cc bn lin quan
trong ngnh c ph cng nhau ci thin iu kin kinh t, x hi v mi trng
trong sn xut, ch bin v kinh doanh c ph, v xay dng mt ngnh c ph thnh
vng, bn vng cho cc th h mai sau. Co quan ra quyt nh ca Hip hi 4C
chinh l cc thnh vin, nhng ngi c mt ti i hi ng v bu Hi ng 4C.
i hi ng v Hi ng c hnh thnh t ba nhm: nhm Sn xut, nhm
Kinh doanh & Ch bin, v nhm T chc X hi Dan s.
c) TPP: Mt hng xut khu ca Vit Nam ti cc nc TPP ch yu l sn phm dt
may, giy dp, g v cc sn phm t g, hng thy sn, du th, c ph, go, ht
iu, cao su, in thoi cc loi v linh kin, sn phm in t v linh kin Mt
s mt hng nhp khu ch yu l my mc thit b, dng c, ph tng, my tinh
v thit b in t, sa v cc sn phm t sa, dc phm, ha cht, phan bn,
nguyn ph liu dt may da giy Hip nh TPP gim thu, m rng phm vi t
do ha, m rng phm vif v dch v v u t.
d) Theo Hip hi C ph th gii (ICO), c ph Vit Nam chim 19% lng giao
dch ton cu, l nc xut khu c ph th 2 th gii sau Brazil v ng s 1 v
c ph vi (Robusta). Vy nhng nh nhng mt hng nng sn khc, ngnh hng
c ph cn nhiu iu phi lm nu mun pht trin bn vng. C ph Vit Nam
cn phi cn nang cao cht lng, thong hiu, k nang bn hng hon na bn
c gi tt hon. Theo ng H Nam, Ph Ch tch Vicofa, vic doanh nghip
nc ngoi u t nh my ch bin ti Vit Nam vi nh lm an lau di cnh
bo nguy co kh nang n thi im no , 80% lng c ph Vit Nam s do
cng ty nc ngoi cung ng nu bn than doanh nghip khng thay i cch lm.
Trong khi , t nam 2015, chinh thc m ca cc nc Cng ng chung
ASEAN, do vy, cc nc trong khu vc c nhiu co hi u t vo th trng ch
bin c ph Vit Nam. Cc hip nh thong mi ang m phn nh TPP, FTA vi
EU, vi Nga l nhng thch thc vi doanh nghip ni a.

2 Lut thng mi lin quan n chui cung ng c ph:

6

a n Ti c cu ngnh nng nghip theo hng nng cao gi tr v pht

trin bn vng theo Quyt nh ph duyt s 899/Q-TTg ngy 10/6/2013 ca
Th tng Chinh ph nu r i vi ngnh c ph cn tp trung n nh din
tich khong 500 ngn ha, tp trung cc vng Tay Nguyn, ng Nam B, Duyn
hi min Trung v Tay Bc; xay dng v trin khai chong trnh trng ti canh 150
ngn ha cay c ph gi ci, nang sut v cht lng thp ( n Ti co cu ngnh
NN, 2013). Ring i vi cay c ph cn thc hin r sot cc quy hoch pht trin
ngnh cho ph hp vi th trng v m bo cc iu kin sn xut bn vng; u
tin tp trung ti canh c ph duy tr nang sut, sn lng c ph.
b V t chc sn xut theo chui gi tr, m rng th trng hp tc cng t PPP tang
cng xuc tin thong mi theo lut HTX 2012, Q 62/2013/Q-TTg ca Th
tng Chinh ph v lin kt sn xut, tiu th nng sn xay dng cnh ng mu
ln, trong u tin trin khai m hnh lin kt PPP i vi 4 mt hng trong
c c ph
Nh vy, i vi ngnh c ph trong ti co cu ngnh nng nghip giai on
2014-2015 cn phi tp trung u tin cho:
(i)
y mnh thu hut u t lin kt sn xut theo m hnh PPP c bit thc hin
theo Q 62 ca Th tng Chinh ph
(ii) Khuyn khich v thu hut u t t nhan c bit vo ti canh c ph. Theo Hip
hi C ph Ca cao Vit Nam, tng din tich c ph cn thay th trong 5 n 10 nam
ti khong 140 n 160 nghn hc-ta, tuy nhin hin nay s lng din tich c ph
c ti canh hng nam rt thp ch tp trung vo nhng din tich do cc cng ty
qun l, cn phn din tich do nng dan qun l din ra rt chm, nguyn nhan
chinh l do s tin u t cho ti canh qu ln khong 150 triu ng/hc-ta trong
3 nam u.
(iii) R sot li vic thc hin quy hoch pht trin ngnh c ph, bi v nu theo quy
hoch pht trin ngnh c ph Vit Nam n nam 2020 v tm nhn n nam 2013
c ph duyt theo Q s 1987/Q-BNN-TT Vit Nam s ch ginh qu t
khong 500.000 ha cho cay c ph vo nam 2020 v 479.000ha vo nam 2030.
Nhng thc t nim v 2014/2015 tng din tich c ph ca Vit Nam c tinh t
622 nghn ha (vicofa). Theo nh gi ca cc chuyn gia ang c tnh trng ngi
dan pht trin trng c ph khng theo quy hoch, c bit l trng nhng vng
khng ph hp v iu kin sinh thi.
(iv) Tp trung y mnh khai thc th trng trong nc. Theo vicofa mi nam ngnh
c ph xut khu i cc nc trn th gii gn 1,5 triu tn nhng ch c khong
100 ngn tn (c ph nhan) c dng ch bin tiu th trong nc.
III. Chui cung ng caf ca 1 s cng ty tiu biu:
1 Chui cung ng caf Vit Nam:
7

a) i vi c ph, chui cung ng thng phc tp v khc nhau cc nc

khc nhau, nhng thng bao gm:
- Ngi trng c ph thng trng c ph trn tha t nho ch t 1 hoc 2
hcta. Nhiu ngi thc hin lun c khau so ch (phoi kh v tch vo).
- Ngi trung gian nhng ngi trung gian c th tham gia vo nhiu mng ca
chui cung ng. H c th mua c ph bt ky giai on no gia tri c ph chin
v c ph non (xanh), sau tin hnh so ch, hoc thu gom lng c ph t
nhiu h nng dan, ri vn chuyn bn cho ngi ch bin, cho trung gian khc
hoc cho thong li.
- Ngi ch bin l nhng h nng dan c thit b ch bin c ph, hoc nng
dan trng c ph v ngi ch bin hp tc mua thit b ch bin c ph.
- i l chnh ph - mt s nc, vic mua bn c ph do chinh ph kim sot,
c l bng cch mua c ph t nhng nh ch bin vi mc gi c nh v bn u
gi cho nh xut khu.
- Nh xut khu mua c ph t cc i tc hoc u thu v sau bn cho cc
thong li. Kin thc chuyn mn v khu vc a phong v nh sn xut cho
php h m bo cht lng ca chuyn hng.
- Thng li cung cp tri c ph cho nhng ngi rang c ph vi ung s
lng, ung luc v mc gi c th chp nhn cho ngi mua v ngi bn.
- Nh sn xut vi d nh Nestl c chuyn gia ch bin ht c ph toi thnh
thc ung c khch hng a chung. Cng ty cung c th tang thm gi tr cho
sn phm thng qua cc hot ng marketing, lm thong hiu v ng gi.
- Ngi bn l - l nhng ngi bn c ph trong siu th ln, cho n khch sn
v cc ca hng an ung, tp ha.

Ngi
trng c
ph

Thng
li

Nh
xut
khu

Ngi
bn l

Ngi
trung
gian

Ngi
ch bin

i l
chnh
ph

Nh
sn
xut

Chui cung ng caf

* Chui cung ng ch mnh khi c s lin kt gia cc thnh phn trong chui.
Mi quan h gia cc t chc khc nhau c lin quan n tng khau trong chui
d cho n thuc cu truc ca qu trnh phan phi, trnh t thanh ton hay trnh t
x l v tn kho sn phm. iu quan trng ct yu ca nhng mi quan h ny l
cch con ngi i x vi nhau. Mi quan h kinh doanh lau di cn da trn s
trung thc v cng bng cc bn khi thoa thun thong mi phi cm thy rng
h ang c mi lm an tt.

b) Phn tch chui gi tr ca chui cung ng caf:

Khi phan tich chui gi tr, nh nghin cu lp so cc khau/cc lnh vc v mi
lin kt chinh trong mi khau hay lnh vc . Ch ra cc tc nhan chinh, nut tht
chinh trong chui gi tr a ra can thip hp l. Nh hiu c mt cch c h
thng v nhng mi lin kt ny trong mt mng li, c th a ra nhng kin
9

ngh chinh sch tt hon v hiu hon v tc ng ngc li ca chung trong ton
chui.
- Hnh thnh so chui gi tr: So th hin cc hot ng sn xut/kinh doanh
(khau), cc tc nhan chinh trong chui v nhng mi lin kt ca h. Lp so
chui gi tr c ngha l v mt so v hin trng ca h thng chui gi tr.
Trong , so chui gi tr ch r s phan b thu nhp v gi sn phm cui
cng.
2 Chui cung ng ca caf Trung Nguyn:
a Gii thiu s lc v Trung Nguyn:
Ra i vo gia nam 1996 -Trung
Nguyn l 1 nhn
hiu c ph non tr ca Vit Nam, nhng
nhanh
chng to dng c uy tin v tr
thnh
thong hiu c ph quen
thuc
nht i vi ngi tiu
dng c trong v ngoi
nc. C ph Trung Nguyn
l mt trong nhng thong hiu
ni ting hng u ti Vit
Nam v ang c mt ti
hon 60 quc gia trn th
gii.
C Tr s chinh t
ti S 82 84 Bi Th
Xuan, Phng Bn Thnh,
Qun1, Tp H Chi Minh.
Cc dng sn phm ca C ph Trung Nguyn chia lm 3 dng sn phm:
Sn phm cao cp, trung cp v thng thng.
Sn phm cao cp, vi cc loi:
- Weasel: Sn lng c ph Chn trn ton th gii ch khong 200kg/nam, v th,
c ph Chn l loi c sn qu him v t gi nht th gii.
- Legende: Cng ngh men sinh hc c o
Sn phm trung cp:
- Passiona (gi 250g) thom nh nhng, thnh phn caffeine thp.
- C ph gourmet blent (250g 500g): v m vi nc pha mu nau snh
- House blend (250g & 500g): Hong thom nng, v m hon vi nc pha
mu nau snh
10

- C ph ha tan G7 Cappuchino
- C ph ng gi Sng to
- C ph ht rang
Sn phm ph thng:
C ph ha tan G7 3 in 1C ph ha tan G7 2 in1:(c ph v ng), cc loi:
Lucky, Hero, Win, Victory.xay (11 loi).
b

Chui cung ng caf Trung Nguyn:

Nh cung cp :

Vn c ph, cc cng ty cung cp bao

b v cc nguyn li u cn thit khc.

-Ht c ph
-Bao b
Doanh nghi p t nhan,
thong li thu mua

3 nh my sn xut c ph
rang
Nh my ch
bin

2 nh my sn xut c ph
ha tan

11

121 nh phan
phi

Phan
phi

H thng
ca hng
nhng
quyn

7000 im bn hng
5900 CH bn l
Khch hng cui

Dng sn phm

Dng ti chinh

Khch hng cui cng

Dng thng tin

c Nh cung cp cc cp.
- Nh cung cp l mt xich u tin quan trng trong chui cung ng ca mi doanh
nghip, h cung cp nguyn vt liu u vo cho qu trnh sn xut, t c nh
hng n cht lng, gi c sn phm u ra.
- Vi Trung Nguyn, c ph ht l nguyn liu chinh tin quyt. Trung Nguyn chn
lc t 4 vng nguyn liu ngon nht: ht c ph Robusta Bun Ma Thut, ht
Arabica ca Jamaica, c ph t qu hong nguyn gc ca c ph Ethiopia,
Brazil.Vi li th nm ngay trn th ph c ph ca Vit Nam, Trung Nguyn c
nhiu thun li trong vic thu mua c ph nguyn liu. Cng ty c 2 hnh thc thu
mua, l thu mua qua cc doanh nghip t nhan, thong li v thu mua trc tip t
nng dan. Vi hnh thc th nht, khi m hin nay cc doanh nghip t nhan hay
i l thu mua gp nhiu kh khan, rt nhiu i l v n, nh hng trc tip n
ngun cung khng p ng c v s lng ln cht lng nn Trung Nguyn
hn ch s dng nh cung cp ny. Thay vo cng ty tm mt hng mi cho
ngun nguyn liu u vo, l t mnh u t v qun l trc tip cc nng tri
c ph ca ngi nng dan, bin cc nng tri c ph tr thnh mt b phn trong
12

doanh nghip, t giup cng ty ch ng trong ngun nguyn liu chin lc,
gp phn tang cng mi quan h gia doanh nghip vi nng dan trng c ph.
Trung Nguyn cho hay ht c ph hng ny s dng c mua t cc h nng dan
trng c ph nho c chng ch thc hnh canh tc bn vng v cng ty mua gi u
i t nhng h ny.
- Cng ty Trung Nguyn cung c cc nh cung cp bao b nh cng ty TNHH sn
xut Thong mi Bao b Phong Nam, cng ty Bao b v Mc in Vit Nam
Vinapackink.
- Cng ty cung cp my mc thit b cho Trung Nguyn: cng ty Neuhaus Neotec
cng ty chuyn sn xut thit b ch bin c ph hng u th gii ti Hoykenkamp
CHLB c.
- Nh my sn xut.
S kt hp gia cng ngh hin i nht cng nhng bi quyt huyn bi phong
ng l nhng nt c o ch c Trung Nguyn.Trung Nguyn c cc tp
on hng u th gii chuyn giao cng ngh, than thin vi mi trng. T mt
co s rang xay c ph nho, gi ay Trung Nguyn pht trin tr thnh mt tp
on vi h thng co s h tng vng chc. Trung Nguyn hin c 3 nh my sn
xut c
ph
rang
xay:
- Nh
my
Sx ti
KCN
Tan
ng
Hip
A, Tnh
Bnh
Dong.
+ Cng
sut:
cng
sut
3.000
tn
c ph
ha
+ Tng
vn
u t
trn
10 triu
USD.
- Nh my ti Tp Bun Ma Thut, ak Lak.
3 Chui cung ng ca caf starbucks:

13

a) Gii thiu s lc v Starbucks:

- L mt trong nhng nh bn l c ph hng u th gii.
- C tr s chinh ti Seatle.
- Starbucks l nh xay rang c ph hng u, tip th v bn l c ph c sn th
gii.
- Starbucks c hon 40000 nh cung cp trn khp th gii.
- Khng ngng tm kim cc nh cung cp mi thng qua chong trnh supplier
diversity.
Cc nh my ch bin:
- Nevada
- Netherlands
- Pennsylvania
- South california
- Washington
- USA
S dng dch v 3pls
Starbucks s dng 48 CDCs (Trung tam phan phi chinh) nh Hoa Ky,
by trong khu vc Chau / Thi Bnh Dong, nam Canada, v ba chau
u; Tt c c iu hnh bi mt cng ty hu cn bn th ba. Cc CDCs kt hp
phan phi c ph vi cc mt hng khc vic giao hng thng xuyn lun c
14

din ra thng qua cc hm i xe ti chuyn dng cho cc ca hng bn l ca

ring ca Starbucks v ca hng bn l bn cc sn phm mang thong hiu
Starbucks.
V chi phi giao hng v vic thc hin gn b vi nhau, Gibbons v nhm
ca ng chu trng vic ci thin c hai. Mt trong nhng bc u tin ca h
l xay dng mt bn v chi phi vn ti ton cu- khng phi l mt nhim v
d dng, bi v n lin quan n vic thu thp tt c cc chi phi chui cung ng ca
khu vc v ca khch hng. Mt phan tich v nhng chi phi cho php Starbucks
sng lc cc hng vn chuyn ca n, ch c nhng ngi cung cp dch v tt
nht c gi li.
Nhm ph trch mng Logistics cung gp g vi cc cng ty 3PLs v
xem xt nh gi hiu sut lm vic v mc kh thi ca tng hp ng. h
tr cho qu trnh xem xt, nhm nghin cu to ra bng im hng tun o
lng nhng nh cung cp. "C s liu dch v rt r rng, s liu chi phi r rng,
v cc s liu nang sut r rng, v nhng ngi c thng nht vi cc i
tc ca chung ti" Gibbons ghi nhn.
Starbucks cn a ra mt bng nh gi hiu sut ca 3PLs da trn h thng 0-1,
mc ich l gim thiu n mc ti a cc chi phi pht sinh khng ng c
trong qu trnh vn ti v lu kho
Cc ca hng:
23,187 ca hng trong 64 t nc, bao gm 12,973 Hoa Ky, 1,897 trung
Quc, 1,550 Canada, 1,088 Nht Bn v 927 Anh.
Cc dng sn phm chnh:
- C ph ht
- C ph xay
- Thc ung t c ph & tr
- Thc an dinh dng

15

b)

Chui cung ng caf starbucks:

Nh
cung
cp,
nh
cung
ng

Nh
sn
sut

Nh
phn
phi

Khch
hng

M hnh chung chui cung ng ngnh c ph

Cc thnh phn trong chui cung ng ca cc cng ty c ph:

Nh cung cp, nh cung ng.
Nh cung cp l mt xich u tin quan trng trong chui cung ng ca mi doanh
nghip, h cung cp nguyn vt liu u vo cho qu trnh sn xut, hot ng c
nh hng n cht lng, gi c sn phm u ra.
16

Vi cc cng ty c ph, c ph ht l nguyn liu chinh tin quyt. a s cc cng

ty c 2 hnh thc mua, l thu mua qua cc doanh nghip t nhan, thong li v thu
mua trc tip t nng dan. Cc cng ty cung c cc nh cung cp bao b v cc
cng ty cung cp my mc thit b.
Nh sn sut
Gm cc nh my c ph rang xay, nh my ch bin c ph
Nh phn phi : C 2 hnh thc phan phi
Hnh thc phan phi truyn thng : Vi hnh thc phan phi truyn thng,
sn phm sau khi hon thin sn phm c phan phi n nh phan phi,
cc siu th bn l, nh bn l, ri n tay ngi tiu dng
Hnh thc phan phi hin i : Trung gian phan phi , hoc m ra h thng
siu th phan phi sn phm ca chinh mnh
Khch hng trong chui cung ng
Khch hng cc cng ty c ph l cc khch hng c nhan, nhng ngi mua hng
ti nhng im bn l hoc l thng thc c ph trong chui ca hng ca cng
ty.

M hnh chui cung ng ca Starbucks

17

 Nh cung cp:
- Mi mt vng trn th gii li c th trng ra nhng loi c ph c hong v
khc nhau, chau M Latinh c ph mang chua v mi ca cc loi ht ca
cao; chau Phi th ht mng nc, mang hong hoa, chanh, dau; chau Thi Bnh Dong th m, mn, mang mi co, mi mc. Do s khc bit ,
Starbucks thu mua c ph trc tip t nng dan t 4 noi trng c ph trn khp
th gii l: C ph ca John Parry Hawaii, c ph ca mt b phn nng
dan nho ti khu Lintong Sumatra, c ph ca mt ngi lng nho Aricha
huyn Yirgacheffe Ethiopia v c ph ca gia nh Baumann Mexico. ay
u l nhng loi c ph c hong v rt c o m khng noi no trn th gii
c c, chinh iu gp phn to nn s thnh cng cho Starbucks.
- Ngoi ra Starbucks cung c nhng cng ty cung cp cc thit b, h thng my
mc hin i cung nh cc cng ty sn xut bao b v cc loi cc c ph.
- Trong mi quan h vi nh cung ng h lun i x mt cch tn trng v o
c, lun to iu kin tt nht i tc ca Starbucks hot ng c hiu qu.
Nh my xn xut
Mt s nh my sn xut do cng ty Starbucks lp ra phc v cho nhu cu
ca chinh cng ty, cn li th h hp tc vi cc nh my khc. Cc nh my xn
xut bao gm:
- Nh my Kent Kent thuc Washington. Kent l nh my linh hot v l nh
my duy nht c ba quy trnh sn xut lin tc, rang c ph Starbucks v c ph
tuyt nht Seattle, trn tr Tazo v ha tan linh hot cho c ph Starbucks VIA
sn sng pha ch. Xay dng vo nam 1992, Kent l nh my lau i nht
trong cng ty.
- Nh my rang c ph Carson Valley Minden, Nevada. Cc nh my rang
Carson Valley l mt trong nhng nh my ch bin c ph ln nht th gii v
l mt phn ca cng ng qun Douglas t nam 2005.
- Nh my Bay Bread Bakery Nam San Francisco, California. "Shaw" l bit
danh con ng nh my ny nm trn, nhng c chinh thc gi l Vnh
Bnh M. ay l nh my ln nht vi ba chc nang: chun b sn phm cho
cc ca hng La Boulange, chun b sn phm cho cc ca hng Starbucks, th
nghim v pht trin sn phm mi.
- Nh my New French Bakery Ventura, California. New French Bakery l mt
nh my Ventura, California ch tp trung vo b phn bn bun.
- Nh my Evolution Juicery Rancho Cucamonga, California. L nh my p
hoa qu kh ln cung cp cho Starbuck nhng hong v c trng trong c ph
ca mnh.
- Nh my rang c ph York York, Pennsylvania. Nh my York l mt trong
nhng nh my ch bin c ph ln nht th gii v l trung tam phan phi ln
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nht ca Starbucks. N cung cp sn phm cho cc ca hng Starbucks v ca

hng tp ha trong nc v quc t. N cung l mt phn ca cng ng qun
York trong 17 nam qua.
- Nh my Sandy Run Gaston, South Carolina. Sandy Run l mt nh my rang
c ph t ng ha cao. a vo nam 2008, Sandy sn xut hon 1,5 triu pound
c ph hng tun. Nh my nhn c chng nhn vng ca LEED.
Nh phn phi
Starbucks t mnh lp ra h thng cc shop c ph gii thiu v bn sn
phm. H thng cc ca hng ca Starbucks phan b rng khp trn ton th gii.
Ngoi vic t mnh lp ra cc ca hng Starbucks cung nhng quyn kinh doanh
ca mnh cho nhiu cng ty trn ton th gii, v Vit Nam cung nm trong nhng
quc gia m Starbucks c mt. Starbucks gia nhp th trng Vit Nam bng
vic m ca hng u tin ti TPHCM hi thng 2 nam 2013, thng qua giy php
nhng quyn c k kt gia Starbucks vi Cng ty TNHH Thc phm v
Nc gii kht Tng Vit, mt chi nhnh ca Tp on Maxims Hng Kng.
Hng ny cn d nh m thm hng tram ca hng Vit Nam trong nhng nam
ti v hon 3000 ca hng th trng Bc M trong 5 nam ti. C th ni h thng
phan phi sn phm ca Starbucks l rt ln v h c nhng chin lc m rng
th trng ht sc hp li tiu th sn phm ca mnh.
Khch hng
- Starbucks m rng tri nghim cho tt c cc khch hng, nhn v p ng s
thich c o v nhu cu ca h. Starbucks mong mun cung cp nhng tri
nghim c bit cho khch hng bng cch kt ni vi khch hng vi h mt
cch ph hp vi van ha tng quc gia.
- th trng Vit Nam vic xc nh gii tr c hc thc, c thu nhp l i
tng khch hng mc tiu ca Starbucks l ung n, bt chp nhng phan
tich h ch c nhu cu t m nht thi v it c kh nang lui ti thng xuyn.
- Ngi Vit Nam vn ch quen vi 2 loi c ph en v sa , chc s thy
kh ung c ph phong cch ca Starbucks. Ch c gii tr vn cha nh
hnh c khu v mi d dng thay i v chp nhn nhng ci mi. Hon na
ti Vit Nam, ai tiu dng nhiu hon gii tr? V nu nh i tng khch hng
ny tr nn quen thuc vi hong v Starbucks, cung chng kh khan g cho
hng c ph M tip cn nhng th trng bo th hon nh H Ni, hay thm
chi l th ph ca Trung Nguyn.
- Nhng thch thc thc s ca Starbucks s nm quy m th trng.
- Mt trong nhng nguyn nhan dn n thng li ca Starbucks ti Trung Quc
hay n v l nhng th trng t dan, th cho d tr l quc o th h
cung chng cn quan tam.
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- Cn ti Vit Nam, c th nhng phan tich th trng cho nhng con s mu

hng v tang trng thu nhp hay tang trng tiu dng, nhng vi vic phi
chia s cng mt i tng khch hng vi nhng tay choi bn a nh
Highland, Trung Nguyn hay i th quen thuc The Coffee Bean hay Gloria
Jean, Starbucks s thc s gp kh khan khi m rng quy m.
- V cham sc khch hng, Starbucks hoan nghnh mi cau hoi, nhn xt, phn
hi v rt mong nhn c thng tin ca qu khch hng. Nhng kin ng
gp giup h n lc mang li cho khch hng tri nghim tuyt vi nht c
th. Khch hng c th li nhn xt ca mnh trn trang ca h ti
www.starbucks.com hay trn facebook: www.facebook.com/starbucks hoc bn
c th gi email cho Starbucks theo a ch customerservice@coffeeconcepts.com.vn v h s c gng tr li bn trong thi gian sm nht c th.
Cch thc hot ng ca chui cung ng
- Hot ng theo m hnh trc tip.
- R & D (i mi - sng to - pht trin)
- Sn xut tn kho (BTS)
- S dng Just in time
IV.
u

nhc im ca caf Vit Nam:

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1.u im:
S pht trin trn din rng ca c ph vi khi hu v thi tit cc n
in trng c ph tt, thich hp vi s tang trng pht trin ca loi cay ny. Mt
khc cc ch trang tri thng xuyn tang cng nhiu bin php cham sc hiu
qu nhm kich thich qu trnh tang trng ca c ph. Theo s liu nghin cu th
din tich trng c ph nam nay cung c m rng, t ti 525.000 hecta, tang 4 %
so vi nam ngoi. Mt bo co ang trn website ca B Nng nghip Hoa Ky cho
bit. hin Vit Nam ang tip tc trng v th nghim nhiu ht c ph mi, thom
ngon hon, nang sut cao hon v rt thich hp vi vic sn xut, tinh ch c ph tan.
Cung vi cht lng ngy cng c nang cao th vi ngun nhan lc sn c,
cham ch, chu kh, nn gi c ph ca ta cung to iu kin la chn cho cc
nh nhp khu.
Bn cnh , co ch m ca v hi nhp k t khi VN chinh thc gia nhp
WTO s cng lm th trng xut-nhp khu c ph VN tr nn hp dn hon, gay
c s chu ca nh u t v th trng c ph ca VN. B Nng nghip M
nh gi rt cao v th trng C ph VN, gi c ph th th trng M v nhiu
nc Chau au ang i ln rt cao do nhu cu tiu th tang nhng sn lng nhp
khu cha p ng .
2.Nhc im:
Th nht: c ph vn ch yu sn xut th.
C ph vn l mt sn phm nng nghip gn lin vi cuc sng ca hng
triu ngi dan VN. Chung ta xay sng c nhng thong hiu ni ting nh
Trung Nguyn, Caf Moment, BMT Tuy nhin, d VN l mt nc sn xut,
xut khu c ph ng th 2 th gii v l nc xut khu c ph Robusta s 1 th
gii nhng c mt thc t ng bun l trn 90% lng c ph vn l c ph nhan
th..
Th hai: Nng sut cao nht trn th gii nhng cht lng km xa quc t.
Theo cng ty Gim nh c ph l Nng sn xut nhp khu CafeControl,
vic nh gi cht lng c ph xut khu ca VN hin c m t on gin hon
hn tp qun quc t, v li tn ti 10 nam. Cht lng khng c nang cao
trong khi hng ha qua cc nh nhp khu trung gian vn i thng ti th trng
tiu th. n luc ny, cc im yu ca cht lng c ph VN mi bc l, gay hu
qu ln v kinh t ln uy tin cho ngnh c ph VN. Bi th, ngi mua thng
mua hng VN vi gi thp hon c ph Braxin, Indonesia
Th ba: Trn th trng hin ti din ra tnh trng tranh mua, tranh bn c ph.
Xy ra tnh trng tranh mua, bn, d b khch nc ngoi p gi. Do tim lc
ti chinh mnh, nhiu hng nc ngoi tin hnh mua c ph ti thi im gi r,
sau a vo kh ngoi quan ti VN ch xut khu. Thm chi, DN VN khng
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 chan hng phi nhp khu li c ph t kho ngoi quan vi gi cao hon thc
hin cc hp ng xut khu khc.
Ngoi ra, cc khau t chc mua trong nc cha tt, dn n u v, nhiu
h nng dan, nht l cc h ngho thng phi bn vi c ph vi gi thp trang
tri chi phi.
Mt khc, cc DN VN vn ph bin bn c ph theo phong thc tr li,
cht gi sau. ay l mt hnh thc u co gi nn c rt nhiu ri ro. Trong khi
, gi giao dch c ph din bin tng ngy, tng giay, tng phut, i hoi ngi
giao dch quyt nh mua bn ht sc nhy bn, v tng l hng mua bn c gi tr
ln, thm chi khin DN b l, ph sn ngay lp tc.

Phn thm
TI CHNH TRI PHIU-BO V CNG TY TRONG KHNG HONG
Ti chnh tri phiu:
Hnh thc ti chinh di hn, khng vch trn cc cng ty vi nhng ri ro
ca cc ngan hng chy v khng hong mang tinh h thng.
Cc cng ty ngan hng ti tr c tip xuc hon ton vi cc ri ro ca cc
khon vay ngan hng,
Cc cng ty lin kt ti tr ang c bo v khoi cc tc ng tiu cc ca
cuc khng hong ti chinh, kh nang tn ti.
C s d liu
B cn tr bi s vng mt ca cc d liu tri phiu mc vi m.
Kt hp cc ngun trn theo mt cch mi pht sng trn xc sut tht bi
ng .
Trong 1995 - 2007 giai on khng hong ng v hu qu ca n c
c trng bi s pht trin ng k trong khu vc v quy m, tinh thanh
khon v s tinh t.
B d liu ban u tng cng 41.641.
Quan st hng nam trn 4.651 cng ty cung cp thng tin v cc ti khon ti
chinh v t l cho cc cng ty chau trong lnh vc kinh t.
Phn tch mu
T l tht bi ca cc cng ty ny phn ln lin quan n tri phiu ti
chinh, khng hong.
ng mt vai tr sng cn trong cc m hnh.
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 Phan tich kinh t chinh thc ca cc yu t quyt nh ca cng ty tht bi,

nh hng ca cuc khng hong ti chinh v vai tr ca ti chinh tri
phiu.
Tc ng trc tip v gin tip ca cuc khng hong chu v tht bi
Nhng tc ng gin tip ca gi khng hong v s tht bi.
Chung tong tc ch tiu ti, n by, li nhun v ti sn th chp.
Cc ch s ti chinh quan trng hon trong vic gii thich tht bi kinh doanh
trong cuc khng hong ti chinh so vi thi ky yn tnh, tit l rng hng
Tnh hnh ti chinh tt i mt vi xc sut cao hon ca s sng cn.
Ti chnh tri phiu, s sng st v khng hong chu .
T chc pht hnh tri phiu trong nc c bo v khoi tc ng khng
hong.
Thay i bin l rng nhm th hai ca t chc pht hnh phi i mt vi
mt xc sut cao hon 3,46%.
Doanh nghip vay c gc ngoi c vn c bit t khi cc khon n tr
nn nng n ln cc doanh nghip khi t gi sp .
Cui cng, khng t chc pht hnh phi i mt vi kh nang cao nht ca
s tht bi m l gn 8%.
Cc xt nghim vng mnh
-Kim sot cc ngun b sung ti chinh i ngoi.
-T l mu ri ro. Chung ti kt lun vai tr b tr ca ti chinh tri phiu mnh m
-Chim tri phiu ni sinh. C th l vai tr b tr ca ti chinh tri phiu trong
cng ty.

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