B TAI CHINH TRNG AI HOC TI CHNH - MARKETING KHOA MARKETING

PHM TRN HUY LP: 10DMA

BO CO THC HNH NGH NGHIP

MN MARKETING CN BN

CHIN LC SN PHM C PH HA TAN G7 CA HNG CAFE TRUNG NGUYN

H Ch Minh - 2012

B TAI CHINH TRNG AI HOC TI CHNH - MARKETING KHOA MARKETING

PHM TRN HUY LP: 10DMA

BO CO THC HNH NGH NGHIP

MN MARKETING CN BN

CHIN LC SN PHM C PH HA TAN G7 CA HNG CAFE TRUNG NGUYN

Tn ti
CHIN LC SN PHM C PH HA TAN G7 CA HNG CAFE TRUNG NGUYN PHN M U 1.L do chn ti Nn kinh t Vit Nam sau hn 15 nm thc hin ng li do ng khi xng v lnh o, t nc ta t c nhng thnh tu quan trng trn cc lnh vc kinh t, i ngoi x hi, an ninh quc phng c bit chuyn tng bc vng chc t nn kinh t k hoch ha tp trung sang nn kinh t hang ha nhiu thnh phn vn hnh theo c ch th trng nh hng x hi ch ngha. T ch cc doanh nghip Nh nc chim vi tr c tn trong sn xut kinh doanh theo mnh lnh hnh chnh khng c cnh tranh v hch ton kinh t ch l hnh thc ,sang pht trin mi loi hnh doanh nghip thuc cc thnh phn kinh t vn hnh theo c ch th trng, cc doanh nghip phi t hoch ton , nht l phi t iu chnh sn xut kinh doanh t nhng g mnh c theo nhng th th trng. Ngy nay mi trng kinh doanh c nh hng rt ln , n lun vn ng bin i, ph v s cng nhc ca cc k hoch ngn hn cng nh di hn ca doanh nghip, vn t ra cn thit phi hoch nh v trin khai mt cng c k hoch ha hu hiu linh hot ng ph vi nhng thay i ca mi trng kinh doanh l chin lc kinh doanh. Trong chin lc chung ca ton doanh nghip , chin lc sn phm c v tr, vai tr v cng quan trng, n l c s xy dng v thc hin cc chin lc v k hoch khc nh chin lc u t pht trin , chin lc gi, chin lc phn phi v cc hot ng xc tin hn hp 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 Trung Nguyn cn c rt nhiu i th cnh tranh nh Nescafe, Starbuck, Dunkin Donut to s ring bit vi cac2 i th cnh tranh, khng nh thng hiu ca mnh Trung Nguyn xy dng mt chin lc sn phm ton din. tip tc gi vng nhng g mnh ang c cng nh c nhng bc tie6b1 xa hn Trung Nguyn lm g khng nh trong mt ngi tiu dung. l l do chnh em chn ti chin lc sn phm c ph G7 ca hang cafe Trung Nguyn 2. Mc tiu nghin cu ca ti ti t ra cc mc tiu sau: -H thng li kin thc v chin lc sn phm trong Maketing -M t tng quan th trng c ph ha tan Vit Nam -Phn tch thc trng trin khai chin lc sn phm ca hang cafe Trung Nguyn - xut mt s bin php nhm nag6 cai tnh hiu qu chin lc sn phm ca hang cafe Trung Nguyn 3.i tng v phm vi nghin cu i tng nghin cu: chin lc sn phm c ph ha tan ca hng ca fe Trung Nguyn -Khng gian : TP.H Ch Minh, Vit Nam -Thi gian: t nm 2010-2011 4. Phng php nghin cu c chia thnh 3 giai on -Giai on 1: thu thp thng tin: c s hng dn ca gio vin hng dn, gio trnh marketing cn bn trng i hc Ti chnh-marketing, cc ti liu tham kho, cc thong tin thu thp c qu bo i, cc trang wed trn internet -Giai on 2: X l thng tin -Giai on 3: Vit bi 5. B CC CA TI ti nghin cu gm 3 phn

-Phn m u -Phn ni dung: gm 3 chng CHNG I: C S L LUN CHNG II: THC TRNG CA HNG CAFE TRUNG NGUYN TRONG CHIN LC SN PHM CHNG III: CC GII PHP GIP TRUNG NGUYN HON THIN V NNG CAO HIU QU CA CHIN LC SN PHM -Phn kt lun PHN NI DUNG CHNG I: C S L LUN 1. 1.1 1.2 1.3 TNG QUAN V MAKETING Khi nin maketing Qu trnh marketing Nguyn tc v mc tiu marketing

1.3.1 Nguyn tc ca Marketing 1.3.2 Mc tiu ca Marketing 1.4 Vai tr v chc nng ca Marketing 1.5 Vai tr ca Marketing 1.5.1 Chc nng ca Marketing 2. 2.1 2.2 2.3 3. 3.1 3.2 3.3 3.4 3.5 3.6 TNG QUAN MARKETING MIX Khi nim Marketing Mix Quan im Marketing Mix nhn t gc 4Cs ca khch hang Cc yu t nh hng n Marketing Mix TNG QUAN V SN PHM V CHIN LC SN PHM Khi nim sn phm Cc cp sn phm Phn loi sn phm Khi nim chin lc sn phm Vai tr ca chin lc sn phm Ni dung chin lc sn phm

3.6.1 Kch thc tp hp sn phm (product mix) 3.6.1.1Khi nim kch thc tp hp sn phm

3.6.1.2Cc quyt nh lien quan n kch thc tp hp sn phm 3.6.2 Nhn hiu sn phm 3.6.2.1Khi nim nhn hiu sn phm 3.6.2.2Gi tr ti sn nhn hiu (Brand equity) 3.6.2.3Cc quyt nh lien quan n nhn hiu 3.6.3 Quyt nh lien quan n c tnh sn phm 3.6.3.1Quyt n cht lng sn phm 3.6.3.2c tnh sn phm 3.6.3.3Thit k sn phm 3.6.4 Thit k bao b sn phm
3.6.5

Dch v h tr sn phm Chu k sng ca sn phm (PLC Product life cycle) CHNG II: : THC TRNG CA HNG CAFE TRUNG NGUYN TRONG CHIN LC SN PHM

3.6.6 Pht trin sn phm mi

3.6.7

TNG QUAN V NGNH

C PH HA TAN TI TH

TRNG VIT NAM 1.1 1.2 1.3

2

KHI QUT V TH TRNG C PH HA TAN KHI QUT V CC YU T NH HNG N C PH HA CC YU T MI TRNG NH HNG N TH TRNG THC TRNG CNG TY Lch s hnh thnh v pht trin Trit l kinh doanh, s t chc Ngun lc Khch hang Cc cng ty cnh tranh trong ngnh PHN TCH CHIN LC S-T-P CA CNG TY TRONG PHN KHC TH TRNG CHN TH TRNG MC TIU

TAN G7 CA PH HA TAN G7 2.1 2.2 2.3 2.4

2.5

3 3.1 3.2

GIAI ON 2008-2010

3.3 4
4.1

NH V SN PHM PHN TCH CHIN LC SN PHM CA CNG TY Kch thc tp hp sn phm Quyt nh lien quan n cht lng sn phm Thit k bao b sn phm Dch v h tr sn phm 5.NHNG YU T MI TRNG NH HNG TI CHIN LC SN PHM Mi trng v m( m hnh PEST) trng vi m( m hnh FORCES) Mi trng ni vi Mi

4.2 4.3 4.4

Mi quan h gia chin lc sn phm cua cng ty vi cc phi 5.1 5.2Ga sn phm 5.3 Chiu th sn phm

thc khc trong maketing mix phn phi sn phm

CHNG III : CC GII PHP GIP TRUNG NGUYN HON THIN V NNG CAO HIU QU CA CHIN LC SN PHM 3.1 Phn tch v nh gi chin lc sn phm cng ty trong giai on 2010-2011 3.2 C s xy dng gii php 3.2.1 C s t phn tch m hnh SWOT ca cng ty 3.2.2 C s d bo nhu cu th trng c ph 3.3 xut gii php nhm hon thin v nng cao hiu qu chin lc sn phm ca cng ty.

MC LC
PHN NI DUNG...........................................................................................................1 CHNG I : C S L LUN V MAKETING V CHIN LC SN PHM....1 1. TNG QUAN V MAKETING...................................................................................1 1.1. KHI NIM MAKETING.....................................................................................2 1.2. QU TRNH MARKETING.................................................................................3 1.3. NGUYN TC V MC TIU MARKETING..................................................4 1.3.1. NGUYN TC CA MARKETING.............................................................4 1.3.2. MC TIU MARKETING.............................................................................5 1.4. VAI TR V CHC NNG CA MARKETING..............................................5 1.4.1. VAI TR CA MARKETING.......................................................................5 1.4.2. CHC NNG CA MARKETING...............................................................6 2. TNG QUAN V MARKETING MIX........................................................................7 2.1. KHI NIM MARKETING - MIX.......................................................................7 2.2. QUAN IM MARKETING NHN T GC 4CS CA KHCH HNG..8 2.3. CC YU T NH HNG N MARKETING MIX....................................8 3. TNG QUAN V SN PHM V CHIN LC SN PHM..............................8 3.1. KHI NIM SN PHM.....................................................................................8 3.2. CC CP SN PHM...................................................................................9 3.3. PHN LOI SN PHM.....................................................................................9 3.4. KHI NIM CHIN LC SN PHM..........................................................10 3.5. VAI TR CA CHIM LC SN PHM.....................................................10 3.6. NI DUNG CHIN LC SN PHM............................................................11 3.6.1. Kch thc tp hp sn phm........................................................................11 Khi nim kch thc tp hp sn phm................................................................11 Cc quyt nh lin quan n kch thc tp hp sn phm..................................11 3.6.2. Nhn hiu sn phm......................................................................................12 Khi nim...............................................................................................................12 Gi tr ti sn nhn hiu (Brand equity).................................................................12 Cc quyt nh lin quan n nhn hiu.................................................................13 3.6.3. Quyt nh lin quan n t tnh sn phm.................................................14 Quyt nh cht lng sn phm............................................................................14 c tnh sn phm..................................................................................................14 Thit k sn phm...................................................................................................14 3.6.4. Thit k bao b sn phm...............................................................................15 3.6.5. Dch v h tr sn phm...............................................................................16 3.6.6. Pht trin sn phm mi................................................................................16 3.6.7. Chu k sng ca sn phm (PLC Product life cycle)..................................19 CHNG II : THC TRNG CA HNG C PH TRUNG NGUYN TRONG CHIN LC SN PHM...........................................................................................21 1. TNG QUAN V NGNH C PH HA TAN TI TH TRNG VIT NAM 21 1.1. KHI QUT V TH TRNG C PH HA TAN......................................21 1.2. KHI QUT V TH TRNG CA C PH HA TAN G7.......................23

1.2.1. GII THIU V C PH HA TAN G7..........................................23 1.2.2. C IM TH TRNG C PH HA TAN........................................24 1.2.3. NHU CU V TH HIU CA KHCH HNG.......................................25 1.2.4. CC YU T MI TRNG NH HNG N TH TRNG CA PH HA TAN G7.................................................................................................25 2. THC TRNG CNG TY.........................................................................................25 2.1. LCH S HNH THNH V PHT TRIN......................................................25 2.2. TRIT L KINH DOANH, S T CHC.................................................27 2.3. NGUN LC......................................................................................................27 2.4. KHCH HNG...................................................................................................28 2.5. CC CNG TY CNH TRANH TRONG NGNH..........................................28 3. PHN TCH CHIN LC S-T-P CA CNG TY TRONG GIAI ON 20082010 ...............................................................................................................................29 3.1. PHN KHC TH TRNG.............................................................................29 3.2. CHN TH TRNG MC TIU.....................................................................29 3.3. NH V SN PHM.........................................................................................30 4. PHN TCH CHIN LC SN PHM CA CNG TY....................................30 4.1. KCH THC TP HP SN PHM..............................................................30 4.2. QUYT NH LIN QUAN N CHT LNG SN PHM.....................32 4.3. THIT K BAO B..............................................................................................32 4.4. DCH V H TR SN PHM........................................................................33 5. NHNG YU T MI TRNG NH HNG TI CHIN LC SN ..34 5.1. V M..................................................................................................................34 5.2. VI M..................................................................................................................34 5.3. NI VI..................................................................................................................34 6. MI QUAN H GIA CHIN LC SN PHM CA CNG TY VI CC PHI THC KHC TRONG MARKETING................................................................34 6.1. PHN PHI SN PHM ..............................................................................34 6.2. GI SN PHM.................................................................................................34 6.3. CHIU TH SN PHM.....................................................................................34 CHNG III : NH GI V CC GII PHP NHM GIP CNG TY HON THIN V NNG CAO HIU QU CA CHIN LC SN PHM....................36 1. NHN XT NH GI CHUNG TNH HNH CA TRUNG NGUYN NM 2010.................................................................................................................................36 2. PHN TCH MA TRN SWOT GII PHP MA TRN SWOT.........................36 3. MT S GII PHP HON THIN........................................................................37 4. MT S GII PHP XUT...............................................................................37

DANG MC

HNH

DANH MC

BNG

PHN NI DUNG
CHNG I : C S L LUN V MAKETING V CHIN LC SN PHM
1. TNG QUAN V MAKETING Marketing xut hin t nm 1950 Nht di hnh thc s khai, mt thng gia ngi Nht h Mitsui ghi chp li kin ca khch hng ci tin vic bn hng ca mnh cho ph hp vi yu cu ca khch hng. - u th k 19(1809-1884) Curus H v Mc Lormick(Cng ty International Harrester) l nhng ngi u tin phng Ty bt u nghin cu mt cch c h thng v Marketing. - u th k 20 cc nh kinh t hon thin thm c s l lun Marketing. + Nm 1902 ln u tin Marketing c a vo s dng ti Trng H Michigan(M). + Nm 1910, Ralph Star Butler dy mt khaPhng php Marketing" Trng H tng hp Wisconsin(M). - Marketing thc s pht trin sau cuc khng hong kinh t th gii(1929-1932) c bit sau chin tranh th gii th 2 Vic nghin cu v ng dng Marketing trong doanh nghip c min Nam t trc nhng nm 1975. - Sau ngy thng nht t nc nm 1975, giai on 1975-1985 Nh nc c quyn trn mi lnh vc, cnh tranh khng tn ti nn hu nh khng c khi nim Marketing v Marketing khng c ch ng trong nn kinh t v ti cc doanh nghip. - Sau i hi i biu ton quc ln th VI ca ng(12/1986), vi ch trng chuyn i c ch qun l sang c ch th trng di s iu tit ca Nh nc, Marketing c nghin cu. + Nm 1989 Marketing c a vo ging dy ti mt s Trng H v dn dn ph bin v ng dng rng ri cho n ngy hm nay.

1.1.

KHI NIM MAKETING

Xung quanh cu hi Marketing l g? (What is marketing ?). C rt

nhiu cu tr li khc nhau : Theo nh ngha ca y ban cc hip hi Marketing M: Marketing l vic tin hnh cc hot ng kinh doanh c lin quan trc tip n dng vn chuyn ha v dch v t ngi sn xut n ngi tiu dng Theo nh ngha ca hc vin Hamiton (M) Marketing l hot ng kinh t trong hng ha c a t ngi sn xut n ngi tiu dng Hai nh ngha nu trn ph hp vi marketing truyn thng tc l maketing nh hng sn xut v bn hang. Ngha l sn xut xong ri tm th trng, sn xut l khu quyt nh ton b qu trnh ti sn xut ; cc bin php u nhm vo mc tiu bn c nhng hng c sn xut ra ( bn ci c), hot ng khng mang tnh h thng, ch nm 1 khu trong qu trnh ti sn xut, ch nghin cu 1 lnh vc ang din ra, cha nghin cu c v cha d on c tng lai. Ti a ha th trng trn c s tiu th khi lng hng ha sn xut ra th trng cha r mc tiu xc thc c ngha l c th thc hin c hay khng th thc hin c Nhng nn kinh t th gii lun lun vn ng v pht trin. n nhng thp nin u ca th k 21 nn kinh t th gii c nhng bc pht trin vt bc. c bit l s pht trin v khoa hc cng ngh, lao ng cht xm ngy cng c ch trng v u t, mc cnh tranh ngy cng gay gt. V vy vi iu kin nn kinh t pht trin, nhu cu khch hng ngy cng cao v i hi nhiu tnh nng v hng ha-dch v. Lc by gi th quan im Marketing truyn thng khng cn ph hp. Chnh v vy, Marketing hin i (Modern Marketing) hay cn gi l Marketing nng ng (Marketing dynamique) ra i nhm p ng cho tnh hnh kinh t lc . V quan im Marketing hin i ly s tha mn khch hng lm tiu ch hng u c hnh thnh. Sau y l mt s quan nim v Marketing hin i. nh ngha ca G.I. Dragon (Lin on Marketing quc t) Marketing l mt RaDa theo di, ch o hot ng ca doanh nghip v nh mt My chnh lu kp thi ng ph vi mi bin ng xy ra trong qu trnh tiu th sn phm/ dch v trn th trng. nh ngha ca Philip Kotler. 2

Marketing l mt dng hot ng ca con ngi nhm tha mn nhng nhu cu mong mun ca h thng qua trao i. Nu nh Mar truyn thng l ton b ngh thut nhm tiu th khu lu thng, th cao hn th Mar hin i khng ch bao gm cc bin php bn hng m cn t vic pht hin ra nhu cu , sn xut hng ha theo nhu cu v a n tiu th cui cng . Marketing hin i ra i, p ng c nhng nhu cu ca khch hng. Ngy nay, khch hng c quyn lc hn bao gi ht, h c th kim sot vic sn phm, dch v tiu th u, vo lc no, nh th no, ng ngha vi n l h s c nhiu s la chn, h t khi trung thnh vi mt nhn hiu no . Nu Mar truyn thng ch gp phn tiu th nhng nhu cu c th bao qut hn Mar hin i cn hnh thnh nhu cu mi , thay i c cu nhu cu , v lm cho nhu cu ngy cng pht trin ng thi tiu th nhiu nhng nhu cu tiu th cung ng. Nh vy c th ni Mar truyn thng nh l c s l ci gc ca Mar hin i . Nhng Mar hin i pht trin hn, bao qut hn. S pht trin nhanh chng ca mn Mar cng nh ch bt u t khi xut hin Mar hin i. Tm li theo quan im ca ngi vit marketing c nh ngha nh sau: Marketing l tng th cc loi hot ng nhm xc nh cc nhu cu cha c p ng ca ngi tiu th; nhm tm kim cc sn phm (hoc dch v) tha mn nhu cu ny nhm sn xut v trnh by sn phm mt cch hp l; nhm phn phi chng n nhng a im thun li vi gi c v thi im thch hp cho ngi tiu th, ng thi cng rt c ch cho Doanh nghip.

1.2.

QU TRNH MARKETING

Maketing ly khch hng lm trung tm, bn cht ca marketing l tha mn ti a nhu cu ca khch hnag2, mun thc hin iu ny qu trnh marketing trong doanh nghip phi thc hin 5 bc c bn sau y:

RSTPMMIC

R(Reasearch):Nghin cu thng tin Marketing: l qu trnh khi u

cho hot ng Marketing ca doanh nghip. y l qu trnh nghin cu th trng nh thu thp thng tin- s liu, x l v phn tch thng tin marketing 3

nhm,tm kim c hi kinh doanh t th trng,tm hiu nhu cu, hnh vi ca khch hng, mi trng kinh doanh t to c s thc hin chin lc ph hp vo th trng.

STP(Segmentation, targeting, positioning) Chin lc S-T-P: Sau khi

c nhng thng tin th trng ta tin hnh phn khc th trng (Segmentation) theo nhng tiu thc nh nhn khu hc, phong cch li sng, hnh vi tiu dng Sau khi c nhng khc th trng r rng cc nh Marketing tin hnh chn th trng mc tiu(Targeting) ph hp vi nng lc ca doanh nghip. Cui cng l nh v sn phm (Positioning) ca mnh to s khc bit vi cc sn phm cnh tranh khc trn th trng v khch hng c th nhn bit c li ch then cht t sn phm.

MM(Marketing mix) Chin lc Marketing mix: Sau khi nh v

sn phm vo th trng mc tiu cc Doanh nghip tip tc xy dng chin lc Marketing tng hp, theo 4 chin lc c bn sau: Sn phm, Gi c , Phn phi, Chiu th.

I(Implementation) Trin khai thc hin chin lc Marketing: y l

qu trnh a nhng chin lc xy dng vo trong chnh doanh nghip.Tc l doanh nghip bt u xy cc chin thut - chng trnh hnh ng c th, b tr vt lc-ti lc, lin h ngun nguyn liu,Nhm c th ha chin lc theo mc tiu c ra.

C(control) Kim tra, nh gi: Bc cui cng l tng hp kt qu t

c. Thu thp thng tin phn hi t th trng, so snh i chiu vi mc tiu, nhim v ra xem c hon thnh hay khng. T phn tch nguyn nhn tht bi, im mnh im yu ca chin lc Marketing v rt ra bi hc kinh nghim cho cc chin lc sau. Bn cnh cng tc kim tra cn gip Doanh nghip bit h i ng hng cha hay i lch mc tiu, t ra nhng bin php c th iu chnh hot ng theo mc tiu ra.

1.3. NGUYN TC V MC TIU MARKETING

1.3.1. NGUYN TC CA MARKETING
Marketing c rt nhiu nguyn tc, Copond v Hulbert(Trong tc phm Marketing Management in the 21 cen-tury-2001) ngh cc nguyn tc c bn ca Marketing. 4

-Nguyn tc 1: Nguyn tc chn lc. -Nguyn tc 2: Nguyn tc tp trung. -Nguyn tc 3: Nguyn tc gi tr khch hng. -Nguyn tc 4:Nguyn tc li th khc bit / d bit. -Nguyn tc 5: Nguyn tc phi hp. -Nguyn tc 6: Nguyn tc qu trnh.

1.3.2. MC TIU MARKETING

Ti a ha s tiu th

Mc tiu maketing l to iu kin d dng kch thch khch hng ti a ha vic tiu dng, iu ny dn ti gia tng sut lng, gip doanh nghip pht trin sn xut v x hi c nhiu hng ha, dch v Ti a ha s tha mn ca khch hng Ti a ha tiu th l mc tiu u tin, nhng mc tiu quan trng hn ca marketing l ti a ha s tha mng ca khch hng. S tha mng ny l tin cho vic mua lp li v s trung thnh ca khch hng i vi nhn hiu, s tin cy, tn nhim i vi nh sn xut. Ti a ha s la chn cha khch hng Ti a ha s la chn ca khch hng s a dng, phong ph v chng loi, v cht lng, gi tr ca sn phm hay dch v, ph hp vi nhng nhu cu c bit, thng xuyn thay i ca khch hng, nh vy m h c th tha mng nhu cu ca mnh Ti a ha cht lng cuc sng Thng qua vic cung cp cho x hi nhng sn phm/dch v c gi tr, gip ngi tiu dng v x hi tha mng ngy cng y hn, cao cp hn, v hng ti mc tiu cui cng l ti a ha cht lng cuc sng

1.4. VAI TR V CHC NNG CA MARKETING

1.4.1. VAI TR CA MARKETING

Hng dn cc doanh nghip ngh thut pht hin nhu cu khch hng

cng nh ngh thut lm hi lng khch hng, Marketing nh hng cho hot ng kinh doanh v to th ch ng cho doanh nghip. Cu ni gip doanh nghip gii quyt tt cc mi quan h v dung ha Cng c cnh tranh gip doanh nghip xc lp v tr,uy tn ca mnh trn Marketing tr thnhtri tim ca mi hot ng trong doanh nghip, li ch ca doanh nghip vi li ch ca ngi tiu dng v li ch x hi. th trng. cc quyt nh khc v cng ngh, ti chnh, nhn lc u ph thuc phn ln vo quyt nh ca Marketing.

1.4.2. CHC NNG CA MARKETING

Nu ni hot ng sn xut to ra sn phm, th hot ng marketing to ra khch hng v th trng. Vai tr ny xut pht t nhng chc nng c th ca marketing. Nhng chc nng l: Nghin cu th trng v pht hin nhu cu. Chc nng iu nghin: chc nng ny bao gm cc haot5 ng thu thp thng tin v th trng, phn tch th hiu nhu cu khch hng, nghin cu tim nng v d on trin vng ca th trng. Tnh thch ng(p ng) nhu cu thng xuyn thay i. Qua tm hiu th trng, nhu cu khch hng, maketing thc hin chc nng tip theo l p nhu cu ca th trng qua: Thch ng nhu cu th trng v sn phm: qua tm hiu th hiu ca khch hng doanh nghip s thit k v sn xut sn phm thep nhu cu , ng thi tip tc theo di tnh thch ng ca sn phm, s chp nhn ca ngi tiu dng sau khi a ra th trng Thch ng v mt gi c: qua vic nh gi mt cch hp l thch hp vi tm l ca khch hng, kh nng ca doanh nghip v tnh hnh th trng Thch ng v mt tiu th: T chc a sn phm n tay ngi tiu dng mt cch thun tin nht v mt khng gian v thi gian Thch ng v mt thng tin v khuyn khch tiu th thng qua caca1 hot ng chiu th 6

Tha mn nhu cu ngy cng cao.

Khi nn kinh t pht trin, thu thp v mc sng ca ngi tiu dng ngy c nng cao, nhu cu ca h s tr nn a dng, phong ohu1 hn. Hot ng marketing phi lun lun nghin cu a ra sn phm mi vi nhng ch dng mi nhm nng cao, ti a ha cht lng cuc sng. Hiu qu kinh t. Tha mng nhu cu chnh l cch thc gip doanh nghip c doanh s v li nhun, kinh doanh hiu qu v lu di Phi hp. Phi hp caca1 b phn khc trong doanh nghip nhm t c mc tiu chung ca doanh nghip v hng ti s tha mng ca khch hng 2.

TNG QUAN V MARKETING MIX

2.1. KHI NIM MARKETING - MIX

-Marketing Mix l s phi hp cc thnh t c th kim sot c m doanh nghip c th s dng tc ng vo th trng mc tiu nhm hon thnh mc tiu ra mt cch hiu qu nht. Bn thnh t Marketing l Product (Sn phm). Sn phm: l nhng th doanh nghip cung cp cho th trng, quyt nh chng loi sn phm bao gm: chng loi, kch c sn phm, chc nng, dch v nhm p ng nhu cu khch hng Price (Gi c) l khon tin/gi tr khch hng b ra s hu v s Place (Phn phi) a sn phm n ni khc n tay ngi tiu dng sn phm dng. Quyt nh phn phi bao gm cc quyt nh: thit lp knh phn phi, t chc v qun l knh phn phi, thit lp v duy tr quan h vi trung gian, vn chuyn, bo qun, d tr Promotion (Chiu th) Chieu th hay truyn thng marketing: l nhng hot ng nhm thng tin sn phm, thuyt phc v c im sn phm, xy dng hnh nh doanh nghip v cc chng trnh khuyn khch tiu dng.

2.2. QUAN IM MARKETING NHN T GC 4CS CA KHCH HNG

Marketing-mix cng dc hiu mt cch n gin thng qua m hnh 4p do Mc Carthy xng vo nhng nm 1960, l qu trnh sn xut ng sn phm, ng gi c ng knh phn phi v ng phng thc chiu th n th trng/khch hng mc tiu. mt gc khc, khch hng i mua sn phm h s c mt cch nhn marketingmix theo cch ring. Theo Robert Lautenborn trong hki cc nh marketing bn sn phm th ngi tiu dung ch quan tm n nhng li ch gi tr hoc nhng gii php cho vn ca h, h quan tm ti ton b chi ph m h b ra s hu v s dng sn phm hn l gi c, quan tm ti tnh c sn, thun tin ca sn phm v s truyn thng hai chiu ca nh marketing. Nh vy trc tin cc nh marketing cn thu hiu quan im 4C ca khch hng v sau xy dng m hnh 4P ca mnh

2.3. CC YU T NH HNG N MARKETING MIX

Hot ng ca marketing ca cc doanh nghip trn th trng rt khc nhau, do s phi hp cc thnh t 4P trong tng tnh hung rt khc nhau. S phi hp cc thnh t ny s ph thuc vo nhng yu t sau y: Ngun lc(ti chnh,nhn s,cng ngh) v v tr ca doanh nghip trn Tnh cht sn phm ca doanh nghip. Chu k sng ca sn phm. Ty thuc vo c im khc th trng m doanh nghip tham gia. Ty thuc vo cc yu t mi trng kinh t, x hi, chnh tr, cng th trng.

ngh, cnh tranh 3.

TNG QUAN V SN PHM V CHIN LC SN PHM

3.1. KHI NIM SN PHM

Theo quan im c in, sn phm l tng th cc c tnh vt cht, nhng yu t c th quan st, c tp hp trong mt hnh thc ng nht l vt mang gi tr s dng 8

c hiu su hn: Sn phm l nhng g m doanh nghip cung cp, gn lin vi vic tha mng nhu cu v c mun ca khch hng nhm thu ht s ch ,mua sm hay s dng chng.

3.2. CC CP SN PHM
Ta chia sn phm thnh 3 cp Ct li sn phm (core product): Khi phn tch khi nim sn phm, ngi lm maketing cn tr li c cu hi Khch hng thc s mua ci g v nh sn xut bn ci g?. Hay ni cch khc ngi lm marketing cac62 xc nh c li ch m khch hng cn tm kim sn phm. Mi nhm khch hng khc nhau s c nhng nhu cu khc nhau gn vi nhng li ch khc nhau, n chnh l c s cho vic ra quyt nh lien quan ti sn phm. V vy phn ct li ca sn phm chnh l nhng li ch m khch hng cn tm kim sn phm Sn phm c th (actual product): Doanh nghip sau khi nghin cu nhu cu v nhng li ch m khch hng mun c s a nhng yu t ny vo nhng sn phm c th, y chnh l nhng sn phm thc su75ma2 khch hng s dng tha mng li ch ca mnh. Sn phm c th bao gm nhng yu t: Nhn hiu, kiu dng v nhng mu m khc nhau, cht lng sn phm vi nhng ch tiu nht nh, bao b v mt s c tnh khc. Khch hng s phn tch nh gi nhng yu t ny chn sn phm tt nht cho h

3.3. PHN LOI SN PHM

Phn loi sn phm tiu dng
c th la chn chin lc sn phm thnh cng v phi hp cc chin lc b phn trong marketing-mix mt cch hiu qu, nh qun tr marketing cn xc nh r sn phm cua mnh thuc loi no. V sau y l mt s cch phn loi thng gp:
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Phn loi theo thi gian s dng sn phm: sn phm tieu dung di hn,

sn phm tiu dung ngn hn

Phn loi sn phm theo thi quen mua hng: Sn phm tiu dung

thng thng, sn phm mua ty hng, sn phm mua theo ma v, sn phm mua c la chn, sn phm mua theo nhu cu c bit, sn phm mua theo nhu cu th ng
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Phn loi theo tnh cht tn ti ca sn phm: Sn phm hu hnh, sn Phn loi theo c tnh mc ch s dng: Sn phm tiu dng, sn

phm dch v( sn phm v hnh)

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phm t liu sn xut

Phn loi sn phm t liu sn xut

Sn phm t liu sn xut c phn loi cn c vo mc tham giavao2 qu tnh sn xut kinh doanh v gi tr c chng: Nguyn liu cu kin, ti sn c nh, vt t ph v dch v

3.4. KHI NIM CHIN LC SN PHM

-Chin lc sn phm l nh hng v quyt nh lin quan n sn xut v kinh doanh sn phm trn c s m bo tha mn nhu cu khch hng trong tng thi k hot ng kinh doanh v cc mc tiu marketing ca doanh nghip.

3.5. VAI TR CA CHIM LC SN PHM

Chin lc sn phm ng vai tr ch o v cc k quan trong chin Chin lc sn phm l cng c cnh tranh bn vng ca doanh nghip. Nu thc hin chin lc sn phm tt th cc chin lc gi, phn phi, lc Marketing. Chin lc sn phm c 3 vai tr chnh:

chiu th mi c th trin khai hot ng v phi hp vi nhau mt cch hiu qu nht. N chi phi v tc ng mnh m n cc chin lc cn li, cng phi hp hot ng. Th ba chin lc sn phm l mt trong nhng yu t gip doanh Vai tr ca chin lc sn phm nghip thc hin tt cc mc tiu Marketing c t ra trong tng thi k.

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3.6. NI DUNG CHIN LC SN PHM

3.6.1. Kch thc tp hp sn phm Khi nim kch thc tp hp sn phm

Trong qu trnh sn xut kinh doanh, doanh nghip cn xc nh r kch thc tp hp sn phm m h d nh tha mng cho th trng Kch thc ca tp hp sn phm l s loi sn phm cng vi s lng chng loi v mu m sn phm gm cc s o sau: Chiu rng ca tp hp sn phm: S loi sn phm m doanh nghip kinh doanh trn th trng, n c xem l danh mc sn phm ca doanh nghip, n th hin mc a dng ha sn phm ca doanh nghip, vi mc no chiu rng ca tp hp sn phm cng biu th qui m v sc mnh ca doanh nghip trn th trng. Chiu di ca tp hp sn phm: Mi loi sn phm th u c nhng chng loi sn phm cho ring n.Tp hp tt c chng loi sn phm ca mt loi sn phm l chiu di ca tp hp sn phm hay cn c gi l dng sn phm. Chiu su ca tp hp sn phm: L nhng thng s k thut, mu m bao b, trng lng, kiu dng, mu sc ca mt chng loi sn phm nht nh. Ba s o trn tr thnh c s doanh nghip a ra cc quyt nh v tp hp sn phm. Ty thuc vo tnh hnh th trng, i th cnh tranh v kh nng doanh nghip m c nhng phng n khc nhau.thc tp hp sn phm (product mix)

Cc quyt nh lin quan n kch thc tp hp sn phm *Quyt nh v danh mc sn phm kinh doanh Hn ch danh mc sn phm kinh doanh: Qua phn tch tnh hnh th trng v kh nng ca mnh doanh nghip quyt nh loi b nhng nhm hng hoc sn phm m h cho rng t hoc khng c hiu qu. M rng sn phm: Ngoi nhng ngnh hng hoc loi sn phm kinh doanh, doanh nghip quyt nh m rng sang lnh vc kinh doanh khc hoc m rng thm danh mc sn phm kinh doanh. Thay i sn phm kinh doanh 11

*Quyt nh v dng sn phm Thu hp dng sn phm: Khi doanh nghip nhn thy mt s chng loi sn phm khng bo m tha mng nhu cu khch hng, khng mang li li nhun cho doanh nghip. M rng dng sn phm kinh doanh: Nhm tang kh nag8 la chn sn Hin i ha dng sn phm: Loi tr nhng chng loi sn phm lc phm, tha mng nhu cu cho nhng nhm khch hng khc nhau. hu, ci tin v gii thiu nhng sn phm mi hn *Hon thin v nng cao dc tnh v s dng ca sn phm nhm p ng nhu cu ngy cng cao ca ngi tiu dung Trong qu trnh kinh doanh sn phm, doanh nghip c nhng n lc: Hon thin cu trc k thut ca sn phm Nng cai thng s k thut ca sn phm Tng cng tnh hu dng ca sn phm

3.6.2. Nhn hiu sn phm Khi nim

Nhn hiu c t rt xa xa, trc c khi con ngi c s trao i hng ha vi nhau trn th trng. Ngi n vi ch k c chm khm trn kim hon m ngh, ngi Trung Quc vi nhng nt bt tinh t trn gm, s xut khu, ngi Nht bn vi nhng con du trn giy vit. Nhn hiu hng ha l bt k du hiu no c kh nng phn bit hng ha, dch v ca nh sn xut, nh cung cp dch v ny vi cc nh sn xut, nh cung cp dch v khc trn th trng, hay ch dn n ngun gc ca hng ha, dch v. Gi tr ti sn nhn hiu (Brand equity)

Cc nhn hiu s c cc gi tr khc nhau trn th trng. C nhng nhn hiu ngi mua hon ton khng bit n. Mt s nhn hiu ngi tiu dung nhn bit thm ch rt yu thch. Nhng nhn hiu ni ting v c uy tn, mc trung thanh i vi nhn hiu cao. Nhng yu t ny hnh thnh nn khi nim gi tr nhn hiu . Mt nhn hiu mnh s c gi tr nhn hiu rt cao, cc nhn hiu nh cocla, Samsung, 12

General Mortorc gi tr ti sn nhn hiu ln n hng chc t la. Trong thc t, vic o lng gi tr nhn hiu rt kh v vy cc doanh nghip thng khong lit k gi tr ti sn do uy tn nhn hiu em li trong bng quyt ton ti sn ca doanh nghip mnh. Ga tr nhn hiu l mt ti sn c gi tr ln, tuy nhin gi tr ny s thay i ty thuc vo uy tn nhn hiu v kh nng maketing ca doanh nghip i vi nhn hiu . V vy cc doanh nghip thng c nhng bin php qun l nhn hiu mt cch cn thn v hiu qu Cc quyt nh lin quan n nhn hiu

Nhn hiu rt quan trng i vi mi doanh nghip, n gip nhn bit gia cc sn phm vi nhau, gia doanh nghip ny i vi doanh nghip khc. Doanh nghip c cc quyt nh sau c lin quan n nhn hiu: Quyt nh v cch t tn nhn, Quyt nh ngi ng tn nhn hiu, Quyt nh nng cao uy tn nhn hiu C th nh sau: Quyt nh v cch t tn nhn 4 cch t tn nhn hiu: S dng t t to: t t to c t hp t nhng k t, to thnh mt S dng t thng dng: t thng dng l nhng t hin dng, thc s c t mi pht m c v khng c trong t in (Elead, yahoo) ngha trong mt ngn ng no (Future, Rng ng, Thng Nht, Trung Thnh) S dng t ghp: t ghp l s kt hp cc t hin dng v cc m tit S dng t vit tt: thng thng t vit tt c to thnh t nhng d nhn bit (VINAMILK, Thinkpad) ch cI u ca tn cng ty, t vit tt cng c th pht m c v mang mt thng ip no (VNPT, FPT, IBM, LG Ty theo c im sn phm v chin lc ca tng cng ty m nh sn xut c th c nhng quyt nh v cch t tn nhn nh sau: t tn theo tng loi sn phm ring bit. t mt tn cho tt c sn phm t tn sn phm theo tng nhm hng. Kt hp tn ca cng ty v tn nhn hiu.

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Mt nhn hiu thc s thnh cng phi hi t y cc yu t nh: c im nhn bit tt, d nh, n tng, d c, v quan trng l phi lm ni bt ln c cht lng ca sn phm. iu gip nhn hiu ca doanh nghip to n tng tt vi khch hng, v to s khc bit i vi i th cnh tranh
3.6.3. Quyt nh lin quan n t tnh sn phm

Quyt nh cht lng sn phm

Cht lng sn phm l tng th nhng ch tiu v c trng ca sn

phm, th hin c s ta mng nhu cu trong iu kin tiu dng xc nh, ph hp vi cng dng ca sn phm. Doanh nghip c th la chn kinh doanh sn phm nhng cp cht lng thp, trung bnh, cht lng cao, v cht lng tuyt ho m bo cht lng sn phm trong qu trnh sn xut kinh doanh, nim tin cua khch hng v cht lng sn phm v uy tn ca mnh, doanh nghip thc hin qun l cht lng rt cht ch Chin lc qun l cht lng theo thi gian c trin khai theo cc hng: i. Giam3 cht lng sn phm nhm b p cho chi ph sn xut gia tang hoc nng mc li nhun c tnh sn phm Doanh nghip s tp trung u t vo nghin cu thuong2 xuyn ci Duy tr cht lng sn phm, bo m cht lng sn phm khng thay tin, nng cao cht lng.

Nhng c im th hin chc nng sn phm v to s khc bit khi s dng sn phm ca doanh nghip. Cc doanh nghip thng nghin cu th trng, hnh vi khch hng a vo sn phm nhng c tnh sn phm mi, nh tivi DNIE ca tp on Samsung, hoc t lnh c chc nng kh mi v kh trng ca Hitachi Thit k sn phm

Nhng yu t nu trn th hin kh nng thit k ca sn phm, thit k sn phm bo m tnh cht, kiu dng, cng dng v tin cy ca sn phm. Mt sn phm c 14

thit k tt khng ch th hin hnh thc ca n m cn gip cho ngi mua cm thy an ton, s dng d dng, thun tin, hng c nhng dch v tt, doanh nghip t hiu qu cao trong qu trnh sn xut, kinh doanh sn phm. 3.6.4. Thit k bao b sn phm a) Khi nim Thit k bao b l nhng hot ng lin quan ti vic thit k v sn xut nhng bao gi hay ng sn phm Bao b c th gm 3 lp: Lp trong: L phn bao b trc tip cha ng sn phm. Lp bao gi ngoi: Nhm bo v cho lp trong v kch thch tiu th Bao b vn chuyn: L lp bao gi ngoi cng nhm phc v cho vic

lu kho, nhn dng hoc chuyn ch. V mt b phn khng th tch ri c ca bao b l ghi nhn hiu v nhng thng tin m t sn phm ghi ngay trn bao b) Chc nng ca bao b Bo v: Bao b c chc nng bo v sn phm nhm trnh lm h hng, Thng tin: Bao b cung cp cho khch hng mt s thng tin v sn bin cht sn phm trong qu trnh phn phi, vn chuyn. phm nh: Nguyn liu sn xut sn phm, ni sn xut, nh sn xut, hn s dng Th hin: Bao b th hin hnh nh v nhn hiu, cng ty, th hin Kch thch tiu th: Ngoi chc nng bo v v thng tin trn bao b cn tng nh v ca sn phm. nhm kch thch tiu th sn phm thng qua tnh thm m ca bao b nh: kiu dng, mu sc, cht liu lm bao b c) Quyt nh c bn ca doanh nghip trong vic thit k bao b sn phm * Quyt nh v cht liu. Cht liu bao b c th bng giy, nylon, thic, nhaTuy nhin, cht liu bao b phi m bo cho sn phm khi h hng trong qu trnh vn chuyn, bo qun. Phi m bo v sinh cho sn phm nu l hng thc phm * Quyt nh v kiu dng. 15

Kiu dng bao b bao gm nhiu ni dung nh: kch thc, hnh dng, mu scCc yu t ny phi c kt hp hi ha vi nhau nhm gy n tng v to nim tin ni khch hng v cht lng sn phm. * Quyt nh v thng tin trn bao b. Ngoi nhng yu t nu trn nh sn xut phi phc ha nhng thng tin trn bao b nhm cung cp cho khch hng nhng thng tin v sn phm. Thng tin m nh sn xut in trn bao b c th l nhn hiu sn phm, nguyn liu sn xut sn phm, ni sn xut , hng dn s dng, hng dn s dng 3.6.5. Dch v h tr sn phm Dch v h tr cho sn phm l mt phn chin lc sn phm. N c th nh hng n nhn thc ca khch hng v cht lng ca mt loi sn phm no . Do , nhiu cng ty s dng dch v h tr sn phm nh mt cng c ginh c li th kinh doanh. Ty theo c tnh, c im ca tng loi sn phm m nh sn xut c th la chn nhng dch v h tr khc nhau. Mt s dch v ph bin m cc nh sn xut thng dng: Bo hnh v sa cha. Lp t. Cung ng ph tng thay th. T vn tiu dng. Th nghim hng ha.

Cc nh sn xut c th trc tip cung cp dch v h tr sn phm hoc chuyn dn cho h thng phn phi ca doanh nghip. Song hin nay cc nh sn xut dn nng cao vai tr cung ng dch v cho cc nh phn phi, cc i l chnh thc ca mnh v nhng ngi ny gn gi vi khch hng nn c th cung cp nhng dch v h tr sn phm nhanh chng v kp thi nht. 3.6.6. Pht trin sn phm mi Pht trin sn phm mi l mt vn cc k quan trng, lin quan n s sng cn ca cng ty. Khng c cng ty no duy tr v pht trin hot ng kinh doanh ch vi mt loi hoc mt nhm sn phm c nh. Theo thi gian nhu cu v th hiu ca khch hng s thay i, tin b khoa hc k thut ng dng trong sn xut kinh doanh ngy cng nhiu, p lc cnh tranh i hi doanh nghip phi thng xuyn xem xt n vic pht trin sn phm mi. V vy pht trin sn phm mi l mt vn cc k 16

quan trng, lin quan n s sng cn ca cng ty. Khng c cng ty no duy tr v pht trin hot ng kinh doanh ch vi mt loi hoc mt nhm sn phm c nh. Sn phm mi c th phn thnh 3 loi: Sn phm mi hon ton. Sn phm bt trc theo sn phm c. Sn phm mi ci tin.

Pht trin sn phm l mt yu cu cn thit song cng hm cha nhiu ri ro, thm ch c th tht bi, gy tn tht to ln cho doanh nghip v nhiu nguyn nhn. Vi mc tiu gim thiu cc ri ro, doanh nghip thng xem xt qu trnh pht trin sn phm mi qua nhiu giai on. Qu trnh nghin cu thit k sn phm mi din ra qua 5 giai on c th sau y: Nghin cu sn phm. Nghin cu sn phm l giai on khi u tnh t khi hnh thnh nh sn phm mi n khi cc nh c trnh by mt cch tng hp v cc mt k thut v kinh t. Hnh thnh nh sn phm mi: L giai on tm kim nhng tng v sn phm mi. nh v sn phm mi c th hnh thnh t cc tc nhn: do nhu cu th trng, do cnh tranh, do mun chim lnh th trng tng v sn phm mi c th c gi t cc ngun nh khch hng, ngun ni b, cc i th cnh tranh hoc t kin chuyn gia, t nhng cuc hi ngh khch hng Qua nhiu ngun thng tin khc nhau, xut pht nhiu tng cho sn phm mi, song ngi c trch nhim phi bit phn tch, chn lc da trn c s phn tch cc yu t mi trng, chin lc S-T-P ca cng ty, chin lc marketing mix Son tho v thm nh d n: Sau khi tng mi c hnh thnh t ngi c trch nhim cn phi tin hnh thm nh tng . Mc tiu ca vic kim tra v nh gi tng sn phm mi l nhm khng nh mt kh nng tiu th chc chn ca chng. Nhng mc tiu ny c lin quan n mt lot cc kha cnh cn c xem xt, nh gi nh sau: ti chnh ca cng ty, chin lc S-T-P, i th cnh tranh, kh nng marketing ca cng ty Thit k k thut, pht trin v hon thin sn phm mi.

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Sau khi xc nh kh nng thc t ca sn phm, nh sn xut s ra quyt nh trin khai sn phm mi, k t y cng vic ch yu c tin hnh bi cc b phn k thut v sn xut ca x nghip. Tuy nhin, hot ng Marketing phi quan tm ton din n cc quyt nh c lin quan nh: Cc thng s k thut ca sn phm Hnh dng, mu sc, m thut cng ngh, trang tr tng th sn phm. Bao b sn phm (Tnh hp dn, tnh thm m, kh nng bo qun,) Nhng yu t phi vt cht gn lin vi sn phm nh: tn, nhn hiu, Thit k chin lc Marketing.

biu tng ca sn phm Thit k chin lc Marketing cho vic gii thiu sn phm trn th trng l mt qu trnh bao gm 3 phn: - M t th trng mc tiu, m t quy m, cu trc v cch ng x ca th trng mc tiu. - Lp k hot nh v sn phm trn th trng, th phn chim lnh, hoch nh gi bn, knh phn phi v chi ph phc v cho vic bn hng - Phn tch kinh doanh, so snh doanh s, chi ph li nhun v mc tiu ca doanh nghip. Ch to th v th nghim sn phm.

Sau khi hon tt vic thit k sn phm, thit k bao b, d kin tn gi, nhn hiu, biu tng cho sn phm nh sn xut phi tin hnh th nghim sn phm, vic th nghim c th c thc hin trc tip trn th trng. Thi gian th nghim di hay ngn ph thuc vo kh nng ti chnh ca cng ty, loi sn phm v c im cnh tranh ca sn phm trn th trng. Qua nh gi c nhng thng s k thut v c tnh s dng sn phm, kh nng sn phm ph hp vi th trng, kin phn hi t pha khch hng, th nghim chin lc marketing mix, kim tra cc ch tiu kinh t ca sn phm, Mc tiu ca giai on ny l i n vic nh hnh sn xut, lng trc ri ro cng nh hon thin chin lc marketing mix. Trong giai on ny chi ph thng rt cao, sn phm c sn xut vi s lng t. Ch to ra hng lot v tung sn phm mi ra th trng.

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 c th tung sn phm ra th trng mt cch c hiu qu, nh sn xut phi quyt nh thi im tung ra sn phm, iu ny ph thuc rt ln vo c tnh tiu th sn phm. Tip l chn a im tung sn phm, th trng mc tiu v quyt nh chn knh phn phi. Ngoi ra, nh sn xut cng phi ra mt chin lc Marketing cho sn phm mi khi tung ra th trng.

3.6.7. Chu k sng ca sn phm (PLC Product life cycle)

Chu k sng ca sn phm c hiu l s m t s bin ng ca sn lng sn phm v doanh thu ca doanh nghip trong tng thi k pht trin t thi k tip cn th trng cho n khi rt lui khi th trng.C th m t chu k sng ca sn phm gm bn qu trnh sau: Giai on gii thiu hay trin khai sn phm vo th trng. Giai on pht trin hay tng trng. Giai on chn mui. Giai on suy thoi.

Nhng quyt nh Marketing ca doanh nghip ph thuc rt ln vo vn doanh nghip ang ng giai on no ca chu k sng. Nghin cu chu k sng ca sn phm gip cho vic h thng ha k hoch mt hng v nghin cu sn phm mi thch hp vi mi giai on. V ng vi mi giai on ca chu k sng l s c nhng c im tng ng vi giai on

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CHNG II : THC TRNG CA HNG C PH TRUNG NGUYN TRONG CHIN LC SN PHM

1. TNG QUAN V NGNH C PH HA TAN TI TH TRNG VIT NAM 1.1. KHI QUT V TH TRNG C PH HA TAN 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 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 3in1 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. Nhn din ng h tng Th trng c ph ha tan Vit Nam tng trng mnh trong nhng nm tr li y, bnh qun 7,9%/nm trong giai on 2003-2008 v c d bo s tng trng 10,5%/nm trong giai on 2008-2013, theo kho st ca Cng ty Nghin cu Th trng Euromonitor. l l do v sao cnh tranh trn th trng ny ngy cng khc lit. Tnh cho n thi im hin nay, th trng c ph ha tan Vit Nam c 5 gng mt tiu biu 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), bn 21

cnh cc nhn hng nhp khu khc. Mi tng trong th trng u c nhng sc mnh c bit.

MacCoffee: u thp nin 90, Food Empire Holdings (Singapore)

cho ra i MacCoffee, sn phm c ph ha tan 3in1 u tin ti Vit Nam, gp phn thay i thi quen ung c ph ca ngi tiu dng ti y. Nhng thi n nn lm ra ca MacCoffee Vit Nam khng lu v khi Maccoffee bt u suy thoi th Vinacafe v Nescafe ln ngi.

Vinacafe: Bt u i vo sn xut t nm 1979, sn phm ca Vinacafe

ch yu xut khu. Sau , khi Vit Nam chuyn sang c ch th trng, Vinacafe tp trung pht trin c ph ha tan phc v th trng ni a. Vi nh my sn xut c ph ha tan cng sut 3.000 tn/nm, Vinacafe tr thnh doanh nghip dn u v nng lc v cng ngh sn xut c ph ha tan ti Vit Nam.

Nescafe: L nhn hiu c ph ha tan hng u trn th gii vi b dy

lch s 70 nm, Nescafe l thng hiu nc ung ln th hai ca th gii, ch sau Coca-Cola. Ti Vit Nam, Nescafe c mt nh my sn xut c ph ha tan vi cng sut 1.000 tn/nm.

G7: Sn phm ca c ph Trung Nguyn, mt thng hiu c ph ni

ting ca Vit Nam. C ph ha tan G7 gp phn ng k trong vic phn chia li th phn trong ngnh. Trung Nguyn cng ang xy dng nh my tr gi hng chc triu USD pht trin tip dng sn phm ny.

Moment & Vinamilk Caf: Vinamilk mnh dn u t mt nh

my c ph hin i vi tng vn gn 20 triu USD, trn din tch 60.000 m2 ti Bnh Dng, cng sut 1.500 tn/nm tham gia vo th trng c ph. Sau khi thng hiu c ph ha tan Moment khng thnh cng, Vinamilk ang dn lc vo thng hiu mi: Vinamilk Caf. Maccoffe dng nh vng bng. Nescafe c li th quc t. Vinacafe, G7, Vinamilk Caf xut pht t Vit Nam, quc gia ng th hai trn th gii v xut khu ca ph va h thu hiu tm ly, thoi quen cua ngi tiu dng Vit. Mi bn u c sc mnh ring nn nhng cuc i u trc din gia cng ty a quc gia v cng ty trong nc v th tr nn rt gay cn.

22

1.2. KHI QUT V TH TRNG CA C PH HA TAN G7 1.2.1. GII THIU V C PH HA TAN G7 C ph Ho tan hay c gi nm na l c ph ung lin xut hin trn th trng vo nhng nm 1950. T , ung ny pht trin nhanh chng v tr thnh loi c ph ph bin nht. t ai bit ng sau loi c ph ny l quy trnh ch bin vi nhng cng ngh ht sc phc tp v t . C ph ha tan c ch bin theo hai phng php: sy phun v ng lnh. Cc cht tan ca ht c ph c c c v sn phm c dng cc bng hi nh li ti hoc cc ht, mnh nh. Cht lng c ph ha tan trc ht th hin tnh ha tan. Nu c ph ha tan b lng cn khi pha l c ph cht lng km (Cha k n cc yu t cm quan khc nh hng, v...). Mt s loi c ph ho tan nh C ph ho tan 2 gam, C ph ho tan 50g, C ph h nha ang l loi c th trng n nhn tch cc. G7 khng ch l mt sn phm, mt thng hiu c ph ho tan m G7 cn l mt minh chng cho mt kht vng ln, mt li t duy t ph, s sn sng i u v cnh tranh trc tip vi cc thng hiu n t cc cng ty a quc gia bng chnh tinh thn qut khi cng s thng minh v mu tr ca ngi Vit mi. Sn phm c ph ho tan G7 chnh l s hi t ca nhng g tt nht, c bit nht ca th gii. C ph c thu mua t nhng vng nguyn liu tt nht, cng ngh sn xut hin i bc nht th gii kt hp vi nhng b quyt pha ch huyn b Phng ng. Cng ngh hin i v duy nht ch c trong qu trnh sn xut ra G7 l kh nng chit xut c o: ch ly nhng phn tinh ty nht ch c trong tng ht c ph cho ra i sn phm c ph ha tan vi hng v khc bit, m c v y quyn r. Chnh nhng c bit trn v ang to nn s khc bit ring cho c ph ha tan G7 m khng mt sn phm m c ph ha tan no trn th trng c c 23/11/2003 C ph Ha tan G7 chnh thc ra i ti Dinh Thng Nht bng s kin Ngy hi c ph ha tan G7 - c bnh chn l mt trong nhng s kin qung co tip th ngan mc nht nm 2003 v vic th m vi Nescafe vi kt qu c 89% ngi tiu dng bnh chn G7 so vi 11% chn Nesacfe, ln u tin mt thng hiu Vit Nam thch u vi mt thng hiu ni ting ton cu. V mt bc tm th gi n khch hng vi dng ch Knh gi ng bo

23

1.2.2. C IM TH TRNG C PH HA TAN 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. Vit Nam hin c khong 500.000 ha c ph, xut khu sang hn 70 quc gia v vng lnh th c khong 850.000 tn/nm. Theo tin t Hip hi C ph Ca cao Vit Nam (VICOFA), su thng u nm nay, c nc xut khu c 741.000 tn c ph nhn, t kim ngch 1,1 t USD, tng hn 23% v lng nhng gim 12,07% v kim ngch. C ph Ho tan Vit Nam vn l mt th trng b ng m cc i gia sn xut c ph tho sc chinh chin. Theo kho st ca Cng ty Nghin cu th trng Euromonitor, th trng c ph ha tan Vit Nam tng trng mnh trong nhng nm tr li y, bnh qun 7,9%/nm trong giai on 2003-2008 v c d bo s tng trng 10,5%/nm trong giai on 2008-2013. y chnh l s l gii nguyn nhn ti sao cc doanh nghip trong nc li y mnh u t vo phn khc ny trong th trng sn phm c ph ni chung. Vit Nam l cng quc c ph th 2 trn th gii nhng thc t cha c nhiu sn phm ch bin t c ph c gii thiu trn th trng. Theo Hip hi c ph th gii, sn lng tiu th c ph ni a ca Vit Nam chim khong 5%, cn rt thp so vi mc tiu th 25,16% ca cc quc gia sn xut c ph trn th gii. Chnh v th, cc nh sn xut c ph ha tan trong nc khng tic kinh ph u t cng nh qung b sn phm ca mnh chim lnh th trng T loi c ph 3 trong 1 nh ban u vi thnh phn chnh l c ph, ng, bt kem th n nay cc doanh nghip y mnh nghin cu th trng a ra nhiu sn phm ph hp vi nhu cu v th hiu ca ngi tiu dng. hn l loi c ph nguyn cht 2 trong 1 ch gm ng v c ph en chnh hiu; l c ph 4 trong 1 vi thnh phn c thm c sm; ri cc loi c ph sa, c ph 3 trong 1 Cha ht, u nm 2010, Trung Nguyn cn nghin cu v a ra th trng loi c ph ha tan dnh ring cho phi p vi tn gi Passiona. Sn phm c s dng ng n king v c hm lng cafein ph hp gu thng thc ca ph n cng nh m bo tt 24

cho sc khe. Khng nhng th, Passiona c b sung cc dng cht collagen, vitamin PP cng cc loi tho mc phng ng qu him tt cho sc khe v ln da. Gi bn ca cc sn phm c ph ha tan dao ng t 26.000 n 40.000 ng/hp ty loi v s lng gi nh trong mi hp

1.2.3. NHU CU V TH HIU CA KHCH HNG Ti th trng min Bc, sc tng trng th phn c ph ha tan mnh hn do ngi tiu dng min ny ang chuyn t thc ung truyn thng l tr sang c ph. Mc tng trng ca th trng ny l 10% trong nm 2009 1.2.4. CC YU T MI TRNG NH HNG N TH TRNG CA PH HA TAN G7

2.

THC TRNG CNG TY

2.1. LCH S HNH THNH V PHT TRIN

Ra i vo gia nm 1996 -Trung Nguyn l 1 nhn hiu c ph non tr ca Vit Nam, nhng nhanh chng to dng c uy tn v tr thnh thng hiu c ph quen thuc nht i vi ngi tiu dng c trong v ngoi nc. Ch trong vng 10 nm, t mt hng c ph nh b nm gia th ph c ph Bun M Thut, Trung Nguyn tri dy thnh mt tp on hng mnh vi 6 cng ty thnh vin: Cng ty c phn Trung Nguyn, cng ty c phn c ph ha tan Trung Nguyn, cng ty TNHH c ph Trung Nguyn, cng ty c phn thng mi v dch v G7 v cng ty lin doanh Vietnam Global Gateway (VGG) vi cc ngnh ngh chnh bao gm: sn xut, ch bin, kinh doanh tr, c ph; nhng quyn thng hiu v dch v phn phi, bn l hin i. Trong tng lai, tp on Trung Nguyn s pht trin vi 10 cng ty thnh vin, kinh doanh nhiu ngnh ngh a dng.

16/06/1996: Khi nghip Bun Ma Thut (Sn xut v kinh doanh tr, 1998: Trung Nguyn xut hin TP.HCM bng khu hiu Mang li 2000: nh du s pht trin bng s hin din ti H Ni v ln u 25

c ph)

ngun cm hng sng to mi v con s 100 qun c ph Trung Nguyn.

tin nhng quyn thng hiu n Nht Bn

2001: Trung Nguyn c mt trn khp ton quc v tip tc nhng 2002: Sn phm Tr Tin ra i 2003: Ra i c ph ha tan G7 v xut khu G7 n cc quc gia pht

quyn ti Singapore v tip theo l Campuchia, Thi Lan

trin 2004: M thm qun c ph Trung Nguyn ti Nht Bn, mng li 600 qun c ph ti VN, 121 nh phn phi, 7000 im bn hng v 59,000 ca hng bn l sn phm.

2005: Khnh thnh nh my rang xay ti Bun Ma Thut v nh my c

ph ha tan ln nht Vit Nam ti Bnh Dng vi cng sut rang xay l 10,000tn/nm v c ph ha tan l 2,000tn/nm.

2006: nh hnh c cu ca mt tp on vi vic thnh lp v a vo

hot ng cc cng ty mi: G7 Mart, Truyn thng Nam Vit, Vietnam Global Gate Way.

2007: Cng b trit l c ph v khi ng d n Th ph c ph ton 2008: Khai trng h thng qun nhng quyn mi Vit Nam v 2009: Khai trng Hi qun sng to Trung Nguyn ti H Ni, u t

cu ti Bun Ma Thut

quc t, khnh thnh Lng c ph Trung Nguyn ti BMT.

trn 40 triu USD xy dng nh my ch bin c ph vi cng ngh hin i nht th gii ti Bun Ma Thut. S ra i ca sn phm c ph ha tan G7 l n lc nng sc cnh tranh cho ht c ph Vit Nam trn th trng trong v ngoi nc, l s kt hp gia ngun nguyn liu tt vi kinh nghim kinh doanh v cng ngh ch bin c ph hin i nhm to ra sn phm c th cnh tranh trc tip vi nhng thng hiu c ph ni ting th gii, ng V ni. Ngy 23/11/2003, ti dinh Thng Nht (qun 1, TP.HCM), Trung Nguyn chnh thc trnh lng mt hng c ph ha tan G7 vi chng trnh Ngy hi tuyt nh. y l ln u tin Trung Nguyn sn xut sn phm c ph ha tan sau khi ng u th

26

trng vi c ph rang xay. Giai on u, c ph ha tan G7 c sn xut ti hai nh my Bun Ma Thut, sau m rng vi nh my c ph ha tan ti Bnh Dng. Cng sut ch bin giai on ny l khong 150 - 200 tn/thng. Tm nhn v s mng:

Tm nhn: Tr thnh mt tp on thc y s tri dy ca nn kinh t

Vit Nam, gi vng s t ch v kinh t quc gia v khi dy, chng minh cho mt kht vng i Vit khm ph v chinh phc.

S mng: To dng thng hiu hng u qua vic mang li cho ngi

thng thc c ph ngun cm hng sng to v nim t ho trong phong cch Trung Nguyn m vn ha Vit. Ga tr ct li Kht vng ln Tinh thn quc gia, tinh thn quc t Khng ngng sang to, t ph Thc thi tt To gi tr v pht trin bn vng C ph lm cho Th gii tt p hn C ph l nng lng cho nn kinh t tri thc C ph mang li s sang to, hi ha v pht trin v pht tri6n3 bn

Ga tr nim tin

vng cho nhn loi

2.2. 2.3.

TRIT L KINH DOANH, S T CHC NGUN LC

Hin nay, tp on Trung Nguyn c khong gn 2000 nhn vin lm vic cho cng ty c phn Trung Nguyn (TP.HCM), cng ty c phn c ph Trung Nguyn (BMT), cng ty c phn TM & DV G7, nh my c ph Trung Nguyn (Bun Ma Thut), nh my c ph ha tan Trung Nguyn (Bnh Dng) chi nhnh Trung Nguyn Cn Th, Bun Ma Thut, Nng, H Ni, Chi nhnh Trung Nguyn ti Singapore. 27

Ngoi ra, Trung Nguyn cn gin tip to cng n vic lm cho hn 15.000 lao ng qua h thng qun c ph nhng quyn trn c nc. i ng qun l ca tp on Trung Nguyn hu ht l nhng ngi tr, c o to bi bn, cng vi cc chuyn gia t vn c kinh nghim lm vic trong cc tp on nc ngoi.Mt i ng cc chuyn gia, t vn chin lc hng u th gii, ang cng Trung Nguyn hoch nh cho mc tiu chinh phc th trng th gii

2.4. 2.5.

KHCH HNG CC CNG TY CNH TRANH TRONG NGNH

Ni n cc i th cnh tranh chnh ca Trung Nguyn chng ta c th nhc ti cc cng ty sau: a) Nescafe ca Nestle : L nhn hiu c ph ha tan hng u trn th gii vi b dy lch s 70 nm. Ti Vit Nam thng hiu ny tr nn quen thuc vi hu ht mi ngi v l mt trong nhng thng hiu c th phn cao ti Vit Nam. Hin ti, Nescafe c mt nh my sn xut caf ha tan vi cng sut 1000 tn/nm cho php cng ty c kh nng p ng mt cch tt nht nhu cu ca ngi tiu dng. b) Vinacafe ca Cng ty CP caf Bin Ha: Bt u i vo sn xut t nm 1979 v hin ti l hng caf chim th phn cao ti Vit Nam vi b dy kinh nghim ca mnh. Vi nh my sn xut caf ha tan vi cng sut 3000 tn/ nm Vinacafe tr thnh doanh nghip ln nht v nng lc sn xut v dn u v cng ngh sn xut c ph ha tan. Nh vy, cng vi Nescafe th Vinacafe c coi l i th ng gm nht m Trung Nguyn phi i mt t trc n nay. c) Caf Vinamilk ca Cng ty CP sa Vit Nam- Vinamilk: Hin ti, Vinamilk c mt nh my c ph vi tng vn u t gn 20 triu la M, trn din tch khun vin ti 60,000 m2 ti Bnh Dng. Nh my c cng sut 1,500 tn/nm, c trang b mt dy chuyn sn xut c ph cc k hin i mi cng on. Mc d trc y, ngi ta ch bit n Vinamilk l mt cng ty chuyn sn xut sa, nhng vi tham vng a dng ha sn phm, Vinamilk nghin cu v cho ra i 28

sn phm caf ha tan ln u tin xut hin trn th trng vo thng 7/2006. Tuy ra i sau Nescafe, Vinacafe v Trung Nguyn nhng vi nhng n lc khng ngng ca mnh th trong thi gian khng xa Vinamilk c th tm ra ch ng ca mnh trn th trng ny. d) Maccoffee ca Food Empire Holadings: L nhn hiu c ph 3 trong 1 u tin xut hin ti Vit Nam. Nhng nm u ca thp k 90 chng kin nhng chuyn bin mang tnh cch mng Vit Nam. theo kp bc tin ca thi i, Food Empire Holdings cho ra i MacCoffee mt sn phm y tnh sng to gp phn thay i thi quen ung c ph ca ngi tiu dng. L nhn hiu c ph 3 trong 1 u tin xut hin ti Vit Nam, vi cng thc pha ch c o kt hp gia cc ht c ph thng hng, kem v ng, MacCoffee em n s thun tin cho ngi yu thch c ph. i th cnh tranh tim tng: Bn cnh 4 i th chnh trn th Trung Nguyn ang phi i mt vi nhng i th cnh tranh trong nc nh: Thi Ha, An Thi, Ph Thi, CADA, VICA.. Tuy nhin 5 thng hiu trn tr nn quen thuc vi ngi tiu dng t rt lu, vic thay i thi quen l rt kh. V vy, ro cn nhp cuc ca cc i th cnh tranh tim tng l khng cao. 3.

PHN TCH CHIN LC S-T-P CA CNG TY TRONG GIAI ON 2008-2010 3.1. 3.2. PHN KHC TH TRNG CHN TH TRNG MC TIU

Sau gn mt thp k pht trin, n nay, c ph ha tan nh hnh gu kh r ti th trng hai min Nam, Bc. Ti th trng min Bc, sc tng trng th phn c ph ha tan mnh hn do ngi tiu dng min ny ang chuyn t thc ung truyn thng l tr sang c ph. Mc tng trng ca th trng ny l 10% trong nm 2009. ng L Tuyn, Gim c Tip th ca Trung Nguyn, cho bit, theo kho st ca mt cng ty nghin cu th trng uy tn (n v nghin cu yu cu khng cng b 29

tn), Trung Nguyn dn u th trng min Bc vi th phn gn 60%, Nescafe gn 30% v Vinacafe chia s phn ln th phn cn li. ng Tuyn l gii, ngi min Bc th hin tinh thn dn tc mnh m hn nn chin lc nh vo tinh thn dn tc ca G7 d thu ht ngi tiu dng th trng ny. Trong khi , ti min Nam v mt phn min Trung, ni nhng hot ng mang tnh cht thng mi nh qung co, khuyn mi d tc ng n ngi tiu dng hn th chin lc tip th bom tn ca Nescafe a thng hiu ny ln u bng, cng vi Vinacafe. Theo , Vinacafe v Nescafe mi bn nm xp x 40% th phn, ri mi n G7. Gp chung ton quc, tnh n cui nm 2009, Vinacafe ang dn u vi th phn khong 40%, tip theo l Nescafe gn 38%, cn li l G7 vi cc thng hiu khc.

3.3.
4.

NH V SN PHM

PHN TCH CHIN LC SN PHM CA CNG TY 4.1. KCH THC TP HP SN PHM

C ph Trung Nguyn c 3 loi chnh Sn phm cao cp Trung Nguyn coffee. c bit cho sang to Weasel (250g) Diamond collection (250g) Legendee ( 250gr v 500 gr) Classic blend ( ion 425g) Pasiona ( gi 250g) C ph sang to:

Sn phm trung cp

Sng to 1: Culi cobusta ( gi 250g) Sng to 2: Arabica robuusta ( gi 250g) 30

Sng to 3: Arabica s (gi 250g) Sng to 4: Culi thng hng (gi 250g) Gourment Blent ( gi 250-500g)- loi tinh t cho ngi snh c ph House Lend( gi 250g- 500g) LOI M CHO NGI GU C ph ch phin MNH Ch phin 1: culi robusra Ch phin 2: Arabica v bobusta Ch phin 3: Arabica s Ch phin 4: arabiva, robustam catimor, excelca Ch phin 5: Culi Arabica Hng rang xay c 11 loi Culli robusta Robusta Arabica Arabica s Culi thng hng Culi Arabica Robusta Brazil Arabica eakmat Legendee Espresso buon ma thuot special Robusta special Robusta-arabica premium Sn phm ph thng: Nu-sc sng (loi 1) Kht vng (loi 3) S- chinh phc ( loi 3) G7 3 trong 1 G7 ha tan en c hp 15 sachet (2g) G7 capuccino c 3 loi hng v: 31

Sn phm c ph ha tan G7 c 4 loi

 c ph

G7 capuccino- hazelnut: Hng v nng nn ca ht d v c ph ho G7 capuccino irish cream: mi ru liquerur, thong nh. V kem

hng vng t buon ma thut thm ngon cng tinh cht c ph ti G7 capuccino-mocha: hng v socola v G7 in 1- mnh cha phi ng gu

C dy 10 sachets*16g Hp 15 sachets* 16g C ph ha tan passiona_c ph dnh cho phi p C ph 77- c ph mnh suy ngh mnh Lucky- Arabica, robusta ( hp 250g v 500g) Hero-arabica, rabusta ( 100g v 500g) Min-araca,rabusta (100g v 500g) Victory-arabica, rabusta (100g v 500g)

Nh danh mc sn ca c ph Trung Nguyn trn ta thy Trung nguyn thc hin chin lc a dang ha sn phm. t sn phm cao cp n sn phm ph thng, c ph khng ch dnh cho phi mnh m cn dnh cho c phi p. Vi nhng tc dng ngy cng nhiu m c ph mang li gip kh hn p cho da v nhng thi quen thng thc c ph, v vy m sn phm rt c a chung vi ngi tiu dng

4.2. QUYT NH LIN QUAN N CHT LNG SN PHM

4.3.

THIT K BAO B

C ph trung nguyn l mt thnh cng k diu ca xy dng nhn hiu ti Vit Nam trong thi gian qua. Ch trong vng 5 nm, t xng sn xut nh ti Bun M Thut, Trung Nguyn c mt ti mi min t nc. Trung Nguyn thc hin mt cuc xy dng th trng ngon mc nht trong lch s xy dng thng hiu Vit

32

Theo Tng Gim c Cng ty C phn Trung Nguyn, ng ng L Nguyn V: Trung Nguyn chn thng hiu G7 v l mt tn ngn gn d c, d nh khng nhng vi khch hng trong nc m c vi khch hng nc ngoi. G7 l ch vit tt cho Group of Industrial Contries gm 7 quc gia pht trin trn th gii: M, Anh, Php, Nht, Canada, c, . Chnh v vy, G7 cn l nhng th trng mc tiu nh hng cho sn phm c ph ha tan ca Trung Nguyn vn ti Logo G7 th hin tnh quc t ca ci tn, to s ch vn ra th gii. Ngay trn logo ca sn phm c ch coffee khng nh l sn phm c ph. V G7 lun i i vi s bo tr ca Trung Nguyn vi hng ch made in Vietnam khng nh sn phm c sn xut ti Vit Nam. Nhn mc bao b c nh hiong73 n s thnh cng hay tht bi ca thng hiu. N l chic o bo v sn phm nhng ng thi cng l cng c tip th hiu qu. Vi cc thit k a dng c v cht lng v hnh thc th hin, ngy nay bao b khng cn cung p thng tin n thun, xa hn th n cn to ng lc ngi tiu dng la chn sn phm Thit k bao b l s kt hp gia nguyn liu cu trc, cch trnh by, hnh nh mu sc v nhng thnh phn khc to s thu ht th gic cho mc ch truyn thng mc tiu v chin lc maketing

4.4.

DCH V H TR SN PHM

33

5.

NHNG YU T MI TRNG NH HNG TI CHIN LC SN

5.1. V M 5.2. VI M 5.3. NI VI

6.

MI QUAN H GIA CHIN LC SN PHM CA CNG TY VI CC PHI THC KHC TRONG MARKETING
6.1. PHN PHI SN PHM i vi Nescafe c th ni chin lc phn phi ca cong ty ny ht sc thng

minh. Nu nh bn l mua 4 triu ng sn phm ca Nescafe s c hng 400.000 ng, tng ng mc chit khu 10%, gp 2-2,5 ln so vi cc i th. Sc mua ca nhiu nh bn l i vi c ph ha tan c th khng t n 4 triu. Nh vy, c hng mc chit khu hp dn ny, nh bn l thay v mua hng ca nhiu thng hiu s dn vo mua ca Nescafe. l cha k n vic nh bn l mua 10 sn phm Nescafe s c tng 1 sn phm. Cho n nay, cha c thng hiu c ph ha tan no chu chi cho vic phn phi nh th. Trong khi , hin ti nh bn l vn ly hng G7 theo hnh thc truyn thng, ngha l mc chit khu cao hay thp s ty thuc doanh s ca tng i l. Tuy nhin, mc chit khu ca G7 cng khng vt qu mc Nescafe ang p dng.

6.2. GI SN PHM 6.3. CHIU TH SN PHM Kho st thc t ca bo Si Gn Tip Th cho thy, tc ng ca yu t tip th n vic la chn sn phm c ph ha tan ca ngi tiu dng i vi Nescafe vo nm 2003 ch chim 7,8%, n nm 2004 ln n 10,2%. Vinacafe cng tng t 5,1% ln 7,3%. Ring G7 th tc ng ca yu t tip th chim n 14,8% so vi 34

cc yu t la chn khc. iu cho thy ngay nhng ngy u ra mt cc hot ng chiu th sn phm ca hng c ph trung nguyn tang cng y mnh Trong Ngy hi, Trung Nguyn tung chiu tip th "th m" cho c ph ha tan. Hai ly c ph vi nhn hiu l G7 v mt sn phm ngoi c pha ch sn. Sau , nhn vin mang hai ly c ph ha tan sn pht min ph cho nhng ngi tham gia ngy hi v nhn li kin v cht lng ca tng ly c ph. Kt qu, 89% khch tham d ngy hi cho rng c ph ha tan G7 ngon hn, 11% nh gi cao cht lng ca sn phm cn li. Tip , vo thng 11/2003, trong 3 ngy lin, G7 t chc pht c ph min ph cho khch hng ngay ti ta nh l i bn doanh ca Nestl trn ng Nguyn Th Minh Khai (Tp. HCM). Nhng c chiu tip th ngay lp tc pht huy tc dng. n ngy 8/12/2003, sau 2 tun gi mu, Trung Nguyn chnh thc nhn c n t hng hn 16 tn c ph ha tan G7 ti cc nc: M, c, H Lan. Ring ti M, t giao hng u tin l 13 tn. Cng vi , sn phm c ph ha tan G7 ca Trung Nguyn cng ang c cho hng v nh gi cao ti Singapore, Thi Lan, Nht Bn, Trung Quc, cc nc khi EU v Canada

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CHNG III : NH GI V CC GII PHP NHM GIP CNG TY

HON THIN V NNG CAO HIU QU CA CHIN LC SN PHM

1. NHN XT NH GI CHUNG TNH HNH CA TRUNG NGUYN NM 2010 Vi nhng n lc, c gng khng ngng trong sn xut v kinh doanh Cng ty c phn Trung Nguyn trong thi gian qua t c nhiu thnh tch to ra mc tng trng nh k v doanh thu, li nhun, khng nh v th sn phm ca mnh trn th trng Ban u hang c ph Trung Nguyn ch l mt nhn hiu c ph non tr ca th trng Vit Nam nhng nhanh chng tr thnh thng hiu c ph quen thuc vi ngi tiu dng trong v ngoi nc. Nh i tin phong trong vic p dng m hnh kinh doanh nhn quyn ti Vit Nam ch trong vng mi nm t mt hang c ph nh b nm gia th ph c ph Bun Ma Thuc Trung Nguyn tri dy thnh mt tp on hung mnh vi su cong ty thnh vin: Cng ty c phn c ph Trung Nguyn, Cng ty c phn c ph ha tan Trung Nguyn, Cng ty TNHH c ph Trung Nguyn Cng ty CPTM v dch v G7, Cng ty Global Gateway(VGG) vi cc ngnh ngh chnh: Sn xut tr, ch bin, kinh doanh tr, C ph,nhng quyn thng hiu v dch v phn phi bn l hin i. Trong tng lai tp on Trung Nguyn s pht trin vi mi cng ty thnh vin ng thi kinh doanh nhiu ngnh ngh a dng.

2. PHN TCH MA TRN SWOT GII PHP MA TRN SWOT

PHN TCH MA TRN SWOT CA HNG C PH TRUNG NGUYN STRENGTHS S1: Cng ngh sn xut ngn. Vn u t khng ln, thu hi vn nhanh. S2: C kh nng thm nhp th trng tng i tt. S3: Tip cn st vi th trng trong nc OPPORTUNITIES O1: Chnh sch ca Chnh Ph tp trung u t ngnh cng nghip vt liu xy dng. O2: Chnh tr trong nc n nh, d ku gi u t nc ngoi. O3: Nhu cu sn phm nha ngy cng 36

S4: C v th trong lng khch hng S5: Chi ph nhn cng r S6: Mu m a dng S7: Mng li phn phi rng khp c nc S8: p dng dy chuyn sn xut t ng u tin S9: S hu cng ngh sn xut c quyn tm lp ly sng S10: Thng hiu c nhiu ngi bit n. WEAKNESSES t hng theo thi v liu dng khoa hc k thut ca ngnh vi cc nc trn th gii nc W6: Cc hot ng chiu th cn t cha cao. trn i ca khch hng.

tng. O4: Trnh gio dc Vit Nam ngy cng c tng cao O5: Nhiu th trng tiu th hn khi nc ta gia nhp WTO O6: Khu cng nghip, cng trnh ngy cng nhiu O7: thc gi gn mi trng dn ci thin

THREATS xng du lin tc tng cao T3: Bo ho th trng hng gia dng T4: Sn phm ngoi nhp ngy cng T5: Nhu cu sn phm nha k thut T6: Sn phm nha kh phn hu, quy trnh sn xut nha d gy nhim mi T7: Trong thi gian gn y c rt nhiu gim uy tn cng ty T8: i th cnh tranh nhiu v gay gt.

W1: Khng c kh nng p ng n T1: Gi cc vn ti, gi nguyn liu, W2: Cha ch ng c nguyn vt T2: Ri ro v t gi ngoi t W3: Cha c c s nghin cu, ng ni a W4: Dy chuyn sn xut cn lc hu so nhiu W5: Gi kh cao so vi th trng trong cao ngy cng gia tng

W7: Lc lng lao ng c tay ngh trng W8: Cha hng ti khai thc gi tr sn phm gi mo sn phm cng ty lm

3.

MT S GII PHP HON THIN MT S GII PHP XUT

4.

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