bài tập mar căn bản

8/2/2019 bi tp mar cn bn

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MC LC

I. Gii thiu chung v trung nguyn ..II. Phn tch yu tmi trng MARKETING .............................

1. Mi trng v m2. Mi trng vi m ...

III.c im hnh vi khch hng mc tiu .IV.Chin lc nh v sn phm v phn on thtrng mc

tiu.

a. Phn on thtrng mc tiu b. nh v thtrng ...

V. Marketing MIX a. Sn phm .b. Gi c. Phn phi .d. Xc tin hn hp .

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I. GII THIU CHUNG V TRUNG NGUYN

1. Gii thiu chung.

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 trthnh thng

hiu c ph quen thuc nht i vi ngi tiu dng ctrong 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 i tin

phong trong vic p dng m hnh kinh doanh nhng quyn ti Vit Nam, hin

nay, Trung Nguyn c mt mng li gn 1000 qun c ph nhng quyn

trn cnc v 8 qun nc ngoi nh: M, Nht, Singapore, Thi Lan, Trung

Quc, Campuchia, Ba Lan, Ukraina. Sn phm c ph Trung Nguyn v c ph

ha tan G7 c xut khu n 43 quc gia trn th gii vi cc thtrngtrng im nh M, Trung Quc.

Lch shnh thnh v pht trin.

- 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 hnso vi 11% chn Nesc ph).


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- Thng 12/2007: Kt hp cng UBND tnh k Lk t chc thnh cng

Tun lvn ha c ph ti 2 u cu ca t nc l H Ni v Tp.HCM.

- 2008: Khnh thnh Lng c ph Trung Nguyn ti Bun Ma Thut.

Khai trng Hi qun sng to Trung Nguyn ti H Ni, u t trn 40

triu USD xy dng nh my ch bin c ph vi cng ngh hin i nht th

gii ti Bun Ma Thut.

- 2009:Khai trng Hi qun sng to Trung Nguyn ti H Ni, u t

trn 40 triu USD xy dng nh my ch bin c ph vi cng ngh hin i

nht th gii ti Bun Ma Thut.

2. Tm nhn v smng

Tm nhn: Trthnh mt tp on thc y s tri dy ca nn kinh t VitNam, 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 ngithng thc c ph ngun cm hng sng to v nim t ho trong phong

cch Trung Nguyn m vn ha Vit. Kt ni v pht trin nhng ngi

yu v am m c ph trn ton th gii.3. Gi trct li v nim tin

Gi tr ct li: Khi ngun sng to v kht vng ln. Pht trin v bo vthng hiu. Ly ngi tiu dng lm tm. Gy dng thnh cng cng i tc. Pht trin ngun nhn lc mnh. Ly hiu qu lm nn tng. Gp phn xy dng cng ng.

Gi tr nim tin: C ph em li sng to v lm cho th gii tt p hn. C ph l nng lng ca nn kinh t tri thc. C ph mang li s sng to, hi ha v pht trin bn vng.


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II. PHN TCH CC YU TMI TRNG MARKETING

1. Mi trng vm.

a.Mi trng kinh t.Vit Nam ang trn pht trin vi nhiu c hi hp tc v hi

nhp mi, iuny tc ng ln n cc doanh nghip nc ta. C th vi

Trung Nguyn:

-Tc tng trng kinh t ca nc ta hin nay kh cao to nhiu c hi

cho TrungNguyn u t mrng hot ng sn xut kinh doanh. Tuy nhin

hin nay nn kinh t Vit Nam kh bt n t ltng trng tng song km theo

l lm pht tng, ng tin mt gi gy kh khn khng t hot ng kinh

doanh ca TrungNguyn, c bit l trong hot ng thu mua nguyn liu. Nh

nc cho php cc doanh nghip tnh ra mc li sut dn ti t l li sut l

kh cao ( 16% - 18% ) gy kh khn v mt xoay vng vn.

b. Mi trng chnh tr- lut php.Cc nhn t chnh tr php lut c tc ng ln n c hi v e do trong

ngnhc ph Vit Nam c th l :

- C ph c nh nc bo h v quyn li v thng hiu, h trgi

thnh sn phm v to iu kin xut khu ra nc ngoi, bn cnh nh nc

thnh lp hip hi c ph iu hnh v pht trin c ph vi mc ch qun

trit ng li chnh sch ca ng nh nc, bo v ln nhau trnh cc hnh

vi c quyn, tranh chp thtrng xm phm li ch ca doanh nghip, bo v

quyn li cho c ph Vit Nam trn thtrng.Vi s gia nhp WTO, ngnh c

ph Vit Nam c bc chuyn mnh mi c bit c ph Trung Nguyn cbit n khng chtrong nc m c trn thtrng ncngoi, to thm nhiu

nh hng pht trin.

c.Mi trng vn ha.Trung Nguyn c c li th ni bt, l c v tr ngay ti Bun Ma

Thut, quhng ca c ph. Do Trung Nguyn d dng to c s

tng ng v vn havi cc c s cung cp nguyn liu c ph cng nh ddng to c nt c trng cac ph Vit Nam trong tng sn phm c


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ph ca mnh.y l im mnh ca Trung Nguyn so vi cc i th cnh

tranh khc khi xay dng mi quan h mua bn v hnhnh thng hiu.

2. Mi trng vi m.

a. Nhng ngi cung ng.

- Slng nh cung cp s quyt nh n p lc cnh tranh, quyn lc

m phn ca hi vi ngnh, doanh nghip. Nu trn thtrng ch c mt

vi nh cung cp c quy m ln s to p lc cnh tranh, nh hng ti ton b

hot ng sn xut kinh doanh ca ngnh.

Tuy nhin, hin nay, Trung Nguyn c mt h thng sn xut hot ng

v cng hiu qu . Khi m cc ngun nguyn liu dng cho qu trnh sn xut

c ph ha tan cng nh cc loi c ph khc, u l bt ngun t cc nng tri

trng c ph do chnh Trung Nguyn u t v qun l. Hay ni cch khc Trung

Nguyn chnh l nh cung cp nguyn liu u vo cho vic sn xut ca

mnh.V vy, p lc cnh tranh t nh cung cp l vn m Trung Nguyn

khng phi i mt hin nay.

Hin nay, trung Nguyn ang c chng trnh m rng 1000 ha c ph

bn vng k Lk gp phn tng din tch ngun nguyn liu c ph bn vng

ca Trung Nguyn ln 2.500ha vi 1.500 h nng dn tham gia; nhm nng cao

cht lng ngun nguyn liu to nn nhng sn phm c ph c bit. p

dng tiu chun UTZ cho cc vng nguyn liu. Qua , Cng ty Trung Nguyn

m bo vic truy nguyn ngun gc sn phm, gp phn bo vmi trng,

tun thcc qui nh vthng mi v cng c lao ng quc t, p ng cc

tiu chun kht khe ca thtrng, c bit l thtrng th gii.Xy dng v nng cp h thng ti tiu m bo nc ti cho din tch

trng c ph.

M lp tp hun cho nng dn trng c ph tng cht lng cho ngun

nguyn liu.

b. Cc trung gian marketing

i tin phong trong vic p dng m hnh kinh doanh nhng quyn tiVit Nam, hin nay, Trung Nguyn c gn 1000 qun c ph nhng quyn


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trn cnc v 8 qun nc ngoi nh: M, Nht, Singapore, Thi Lan, Trung

Quc, Campuchia, Ba Lan, Ukraina. Sn phm c ph Trung Nguyn v c ph

ha tan G7 c xut khu n 43 quc gia trn th gii vi cc thtrng

trng im nh M, Trung Quc. Bn cnh , Trung Nguyn cng xy dng

c mt h thng hn 1000 ca hng tin li v trung tm phn phi G7Mart

trn ton quc.

Tuy nhin, ng hnh cng s tin phong cho h thng ca hng nhng

quyn l c hi v thch thc cho cng ty:

+ C hi: nhanh chng thm nhp th trng, thu nhp t h thng

nhng quyn l 30-50 ngn USD/qun.

+ Thch thc: kh kim sot, qun l c h thng do cc ca hng mra

t v thiu sng nht, kh ng nht vi chnh sch ton cu ca Trung Nguyn.

c. Cc i th cnh tranh.

* Cc i th cnh tranh chnh trong ngnh:

Ni n cc i th cnh tranh chnh ca Trung Nguyn chng ta c th

nhc ti cc cng ty sau:

Nescafe caNestle :

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 c ph 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.

Vinacafe ca Cng ty CP c ph Bin Ha:

Bt u i vo sn xut t nm 1979 v hin ti l hng c ph chim th

phn cao ti Vit Nam vi b dy kinh nghim ca mnh.

Vi nh my sn xut c ph ha tan vi cng sut 3000 tn/ nm Vinac ph

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 Nesc ph th Vinac ph c coi

l i th ng gm nht m Trung Nguyn phi i mt t trc n nay.


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C ph 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 sn phm c ph ha tan ln u tin xut hin trn th trng

vo thng 7/2006. Tuy ra i sau Nesc ph, Vinac ph 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.

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

MacCoffeemt 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, MacCoffeeem 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, VICATuy 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.

*i th cnh tranh thay th l cc dng sn phm c ph lon ha tan v

cc sn phm khc:

- C ph lon ha tan: c ph lon Birdy, VIP, Nestle.- Cc sn phm khc: ung c ga, tr, bia


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III. C IM HNH VI KHCH HNG MC TIU.

+ Thi quen tiu dng c ph ca ngi vit nam.

Vit nam c mt nn vn ha m thc ht sc c sc.C ph tuy khng

phi l ung truyn thng ca ngi vit, xong vic ung c ph vi ngivit nam thc s tr thnh mt nt vn ha. C ph khng ch l ung

n thun, th ung c ph mang trong mnh n mt gi tr vn ha ch

thc. iu ny c th hin qua cch thc ch bin, cch thc pha ch c ph,

qua cch thng thc: ti thi im c bit v mt khng gian c bit. th

ung c ph em li cho con ngi cm gic thoi mi.

Tuy nhin, mun thng thc c vp ca nt vn ha ung c ph,con ngi cng cn phi thng qua mt qqu trnh hc tp vn ha (vn ha

ung). khng phi ai cng trnh thng thc, trnh hiu c

ci ngon, ci th vkhi thng thc ly c ph: cm gic c ci vng u

li hay phan bit c mi thm, mu sc m c ph em li.

i vi ngi Vit Nam, ly c ph lun xut hin trong mt khng kh

c bit, c th l dp l tt, dp vui gia nh, hay khi nhng ngi bn thn

thit gp nhau. Ly c ph lc khng chmang ngha n thun l ung,

n cn th hin cho ni vui mng xum hp gia nh, khi gp ngi thn, l biu

hin ca tnh cm thn thit. V nh th, ly c ph trthnh phng tin biu

t tnh cm.

Tuy nhin, cch thng thc c ph ca ngi Vit cng khng hon

ton ging nhau. N cn ph thuc vo tng lp, tui tc vi nhng s thch

khc nhau. Ty theo khu v ca mnh, ngi ung c ph c th chn loi c

ph en hay sa, ung nng hay ung .

Nhng ngi nhiu tui c thi quen ung c ph trong mt khng gian

yn tnh.Mt b phin c ph, mt gi c ph en l nhng th khng th thiu

trong nh ca h. Ngi nhn nhng git c ph chm chm nh git, sng trong


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cm gic chi, thc s l nhng giy pht th gin c ngha sau nhng

ngy lm vic.

Gii tr, h thch ung c ph trong mt khung cnh si ng.Hthng

tm n nhng qun c ph ph hp vi sthch ca h. , h c thcthng thc nhng loi c ph yu thch, ni chuyn vi bn b v nhng vn

m h quan tm, hay c thm chm vo giai iu ca nhng bn nhc si

ng.

C phi vi ngi Vit Nam thc s khng chn thun l mt loi

ung. N trthnh thi quen, mt nt vn ha.

+ Thi khch hng:

Loi c ph c a chung hai thnh ph cng khc nhau.Tp.HCM

ch yu dng c ph bt, cn H Ni ch yu l c ph ha tan. H Ni, vic

tng qu bng c ph kh ph bin vi dng c ph ha tan.

Ti H Ni, cc h cha c thi quen v khng bit cch chn c ph. H

cng lo ngi v c ph gi, cht lng ca c ph ha tan ( c th thay th c

ph pha).

* Mc trung thnh vi nhn hiu:

Khi sn phm mi c a ra th trng th mi ngi bit n thng

qua truyn ming (Ngy 20/8/1998, qun c ph u tin ti 587 Nguyn Kim,

qun Ph Nhun vi hnh thc phc v min ph trong vng 10 ngy). Cng v

nhiu loi c ph khch chn la v hng dn cch thng thc c ph theo

kiu Trung Nguyn. Mi loi c ph mang mt hng vc trng ring. C

s khc bit c trng gia c ph Robusta v Arabica, gia Culi Robusta v c

ph S, c ph Chn...

* Li ch tm kim:

Khch hng quan tm khi mua c ph tiu dng ti nh l khu v,

chng loi, nhn hiu, sau mi n gi bn, bao b v ni mua.


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IV. CHIN LC NH VV PHN ON THTRNG MC TIU.

1. Phn on thtrng mc tiu.

a. Tiu thc a l.

Chia th trng theo khu vc bc, trung v nam. Min Nam c lng tiuth cao gp 4 - 5 ln sovi min Bc v min Trung.

b. Tiu thc dn s-x hi:

- tui:Kho st cho thy khch hng tui thanh nin v v thnh

nin c mc tiu th c ph tng nhanh nht, c v c ph bt v c ph ha tan.

Nhm thanh nin v trung nin c mc tiu dng c ph cao nht. Nhm

tui gi (>65) mc tiu th tng rt t v ch tng lng tiu th c ph bt.- Ngnh ngh:Cn c ph bt ti nh, tim nng H Ni l nhn vin dch

v, k thut vin; Tp.HCM l nhn vin vn phng, th th cng, lc lng v

trang. Ring c ph ti qun, tim nng H Ni v Tp.HCM l n gii.

Nhng ngi lm vic nhiu v tr c v c k nng chuyn mn, k thut

vin tiu th c ph nhiu nht. Mc tiu th cng tng mnh lao ng gin n.

c. Tiu thc tm l:

- Li sng:Ti Tp.HCM, c ph c ung ti qun nhiu hn. Ngc

li, H Ni ung ti nh nhiu hn v c mt nhm ng k ung vn phng.

d. Tiu thc hnh vi tiu dng:

- Thi khch hng:Loi c ph c a chung hai thnh ph cng

khc nhau. Tp.HCM ch yu dng c ph bt, cn H Ni ch yu l c ph ha

tan. H Ni, vic tng qu bng c ph kh ph bin vi dng c ph ha tan.

Ti H Ni, cc h cha c thi quen v khng bit cch chn c ph. H

cng lo ngi v c ph gi, cht lng ca c ph ha tan ( c th thay th c

ph pha).

-Li ch tm kim:Khch hng quan tm khi mua c ph tiu dng ti nh

l khu v, chng loi, nhn hiu, sau mi n gi bn, bao b v ni mua.


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2. Chin lc nh v thtrng.

Cng ty quyt nh nh v thtrng bng hnh nh v sn phm:

- Hnh nh: dng ch TRUNG NGUYN COFFEE mu trng tng

trng cho mu ca sa

Logo sn phm c ph din t mt phong cch hin i. Khi khng gian

ba chiu c khc ni trn nn ca bin hiu cng tng mu nhng khc

sc xo. Cu trc hnh thp th hin kht khao vn ln, t trn nn nu

biu l mt nn tng vng chc cho s pht trin.

- Bng hiu Trung Nguyn s dng gam mu nng vi cc mu ch

o l , vng, nu. Nhng mu sc y sc sng th hin s tr trung v

nhit huyt mnh lit ca tui tr. Trung Nguyn chn nu l sc mu chnh,

v l mu ca t, Ca c ph, ca ci ngung dn tc.

- ng trn tng trng cho s hp nht v on kt. ng trn

khng trn vn th hin cuc sng chn thc nh n vn c: vn cn nhng

khim khuyt, nhng khong trng cn lp y. ng trn l mt nt c

ngu hng y sng to, nh mt nt v nguch ngoc vo m, mang ci

hn tinh ty, m hng v c ph ph vo cuc sng. y l mt gc

nhn mi ca tch c ph, th hin s sng to l ng lc thc y mi

hnh ng ca Trung Nguyn v h thng ca hng nhng quyn.

nh v sn phm: tuyt sch - tuyt ngon - kch thch no sng to.

V. MARKETING MIX.1. Sn phm (product).

- Vi mc tiu chinh phc th trng ni a , Trung Nguyn chinh

phc ngi tiu dng Vit Nam bng cc sn phm c ph ha tan lm t ht

cy c ph ca vng

t bazan Ty Nguyn mang hng v c trng khc hn Nescafe, hay

Vinacafe.


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- Sn phm c ph ha tan Trung Nguyn a dng , phong ph p ng

nhiu gu thng thc c ph khc nhau . c bit , sau nhiu nm nhin cu v

tm hiu nhu cu khch hng , cng ty cho ra i sn phm c ph Passiona

vi hm lng c ph va phi , c kt hp vi nhiu loi tho mc gip choch em ph n tha mn c nhu cu thng thc c ph ng thi vn gi

c ln da p mn mng.

- Vic ng gi thit kbao b cng th hin c s chuyn nghip ca

Trung Nguyn trong vic lm Marketing , tuy nhin gn y th khch hng c

nhiu kin khng tt i vi v bao ca sn phm c ph Passiona

- G7, 777 nhng ci tn ny tuy khng gn n vi chcaf nh Nescaf hayVinacaf thc snhm cng khng thc s bit r y l mt u im hay mt

nhc im nhng theo quan im ca nhm th n li to mt s khc bit , n

khng phi l mt sn phm c ph thng thng m cn th hin c kht

vng, nim tin v c tnh ca ngi thng thc.

2.Gi c (price).

i vi thtrng trong nc Trung Nguyn nh gi sn phm rta dng ph hp vi nhiu i tng thng thc c ph, nh:

Cht lng th khng phi bn, nhng gi ca G7 vn thp hn Nesc ph 3-5%

to tnh cnh tranh.

G7 3in1 - Hp 20

sachets

Hp | 20 sachets

42,500 VND

G7 3in1 - Bch 50

sachets

Bch | 50

sachets 100,200 VND

G7 3in1 - Bch 24

sachets

Bch | 24

sachets 49,600 VN

G7 ha tan en

Hp | 15

gi 16,500 VND
http://www.trungnguyen.com.vn/store/1700/g7-3in1---hop--20-sachetshttp://www.trungnguyen.com.vn/store/1700/g7-3in1---hop--20-sachetshttp://www.trungnguyen.com.vn/store/1702/g7-3in1---bich-50-sachetshttp://www.trungnguyen.com.vn/store/1700/g7-3in1---hop--20-sachetshttp://www.trungnguyen.com.vn/store/1702/g7-3in1---bich-50-sachetshttp://www.trungnguyen.com.vn/store/1702/g7-3in1---bich-50-sachetshttp://www.trungnguyen.com.vn/store/1701/g7-3in1---bich-24-sachetshttp://www.trungnguyen.com.vn/store/1702/g7-3in1---bich-50-sachetshttp://www.trungnguyen.com.vn/store/1702/g7-3in1---bich-50-sachetshttp://www.trungnguyen.com.vn/store/1701/g7-3in1---bich-24-sachetshttp://www.trungnguyen.com.vn/store/1701/g7-3in1---bich-24-sachetshttp://www.trungnguyen.com.vn/store/1703/g7-hoa-tan-denhttp://www.trungnguyen.com.vn/store/1701/g7-3in1---bich-24-sachetshttp://www.trungnguyen.com.vn/store/1701/g7-3in1---bich-24-sachetshttp://www.trungnguyen.com.vn/store/1703/g7-hoa-tan-denhttp://www.trungnguyen.com.vn/store/1703/g7-hoa-tan-denhttp://www.trungnguyen.com.vn/store/1703/g7-hoa-tan-denhttp://www.trungnguyen.com.vn/store/1701/g7-3in1---bich-24-sachetshttp://www.trungnguyen.com.vn/store/1702/g7-3in1---bich-50-sachetshttp://www.trungnguyen.com.vn/store/1700/g7-3in1---hop--20-sachetshttp://www.trungnguyen.com.vn/store/1703/g7-hoa-tan-denhttp://www.trungnguyen.com.vn/store/1701/g7-3in1---bich-24-sachetshttp://www.trungnguyen.com.vn/store/1702/g7-3in1---bich-50-sachetshttp://www.trungnguyen.com.vn/store/1700/g7-3in1---hop--20-sachetshttp://www.trungnguyen.com.vn/store/1703/g7-hoa-tan-denhttp://www.trungnguyen.com.vn/store/1701/g7-3in1---bich-24-sachetshttp://www.trungnguyen.com.vn/store/1702/g7-3in1---bich-50-sachetshttp://www.trungnguyen.com.vn/store/1700/g7-3in1---hop--20-sachetshttp://www.trungnguyen.com.vn/store/1703/g7-hoa-tan-denhttp://www.trungnguyen.com.vn/store/1701/g7-3in1---bich-24-sachetshttp://www.trungnguyen.com.vn/store/1702/g7-3in1---bich-50-sachetshttp://www.trungnguyen.com.vn/store/1700/g7-3in1---hop--20-sachetshttp://www.trungnguyen.com.vn/store/1703/g7-hoa-tan-denhttp://www.trungnguyen.com.vn/store/1701/g7-3in1---bich-24-sachetshttp://www.trungnguyen.com.vn/store/1701/g7-3in1---bich-24-sachetshttp://www.trungnguyen.com.vn/store/1702/g7-3in1---bich-50-sachetshttp://www.trungnguyen.com.vn/store/1702/g7-3in1---bich-50-sachetshttp://www.trungnguyen.com.vn/store/1700/g7-3in1---hop--20-sachetshttp://www.trungnguyen.com.vn/store/1700/g7-3in1---hop--20-sachets


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13

G7 3in1 - Hp 18

sticks

Hp | 18

sticks 37,700 VN

G7 2in1

Hp | 15

sachets 41,400 VN

G7 Cappuccino

Mocha

Hp | 12 sticks

42,500 VN

G7 Cappuccino

Hazelnut

Hp | 12

sticks 42,500 VN

G7 Cappuccino Irish

Cream

Hp | 12

sticks 42,500VN

3.Phn phi (place).* H thng knh phn phi.

- H thng knh phn phi ca cng ty ch yu thc hin qua knh trung

gian. Do vy vic thit lp quan h tt, ng thi kim sot c dng chy

trong knh l iu ht sc quan trng trong knh phn phi ca cng ty. Chnh

v iu ny chng ti xy dng mt h thng knh phn phi v c nhng k

hoch tt thc hin n nhm mang li hiu qu ti a nh sau:
http://www.trungnguyen.com.vn/store/1699/g7-3in1---hop--18-stickshttp://www.trungnguyen.com.vn/store/1699/g7-3in1---hop--18-stickshttp://www.trungnguyen.com.vn/store/1698/g7-2in1http://www.trungnguyen.com.vn/store/1699/g7-3in1---hop--18-stickshttp://www.trungnguyen.com.vn/store/1699/g7-3in1---hop--18-stickshttp://www.trungnguyen.com.vn/store/1698/g7-2in1http://www.trungnguyen.com.vn/store/1704/g7-cappuccino-mochahttp://www.trungnguyen.com.vn/store/1704/g7-cappuccino-mochahttp://www.trungnguyen.com.vn/store/1704/g7-cappuccino-mochahttp://www.trungnguyen.com.vn/store/1706/g7-cappuccino-hazelnuthttp://www.trungnguyen.com.vn/store/1704/g7-cappuccino-mochahttp://www.trungnguyen.com.vn/store/1704/g7-cappuccino-mochahttp://www.trungnguyen.com.vn/store/1706/g7-cappuccino-hazelnuthttp://www.trungnguyen.com.vn/store/1706/g7-cappuccino-hazelnuthttp://www.trungnguyen.com.vn/store/1706/g7-cappuccino-hazelnuthttp://www.trungnguyen.com.vn/store/1705/g7-cappuccino-irish-creamhttp://www.trungnguyen.com.vn/store/1705/g7-cappuccino-irish-creamhttp://www.trungnguyen.com.vn/store/1705/g7-cappuccino-irish-creamhttp://www.trungnguyen.com.vn/store/1705/g7-cappuccino-irish-creamhttp://www.trungnguyen.com.vn/store/1706/g7-cappuccino-hazelnuthttp://www.trungnguyen.com.vn/store/1704/g7-cappuccino-mochahttp://www.trungnguyen.com.vn/store/1698/g7-2in1http://www.trungnguyen.com.vn/store/1699/g7-3in1---hop--18-stickshttp://www.trungnguyen.com.vn/store/1705/g7-cappuccino-irish-creamhttp://www.trungnguyen.com.vn/store/1706/g7-cappuccino-hazelnuthttp://www.trungnguyen.com.vn/store/1704/g7-cappuccino-mochahttp://www.trungnguyen.com.vn/store/1698/g7-2in1http://www.trungnguyen.com.vn/store/1699/g7-3in1---hop--18-stickshttp://www.trungnguyen.com.vn/store/1705/g7-cappuccino-irish-creamhttp://www.trungnguyen.com.vn/store/1706/g7-cappuccino-hazelnuthttp://www.trungnguyen.com.vn/store/1704/g7-cappuccino-mochahttp://www.trungnguyen.com.vn/store/1698/g7-2in1http://www.trungnguyen.com.vn/store/1699/g7-3in1---hop--18-stickshttp://www.trungnguyen.com.vn/store/1705/g7-cappuccino-irish-creamhttp://www.trungnguyen.com.vn/store/1706/g7-cappuccino-hazelnuthttp://www.trungnguyen.com.vn/store/1704/g7-cappuccino-mochahttp://www.trungnguyen.com.vn/store/1698/g7-2in1http://www.trungnguyen.com.vn/store/1699/g7-3in1---hop--18-stickshttp://www.trungnguyen.com.vn/store/1705/g7-cappuccino-irish-creamhttp://www.trungnguyen.com.vn/store/1706/g7-cappuccino-hazelnuthttp://www.trungnguyen.com.vn/store/1704/g7-cappuccino-mochahttp://www.trungnguyen.com.vn/store/1698/g7-2in1http://www.trungnguyen.com.vn/store/1699/g7-3in1---hop--18-stickshttp://www.trungnguyen.com.vn/store/1705/g7-cappuccino-irish-creamhttp://www.trungnguyen.com.vn/store/1705/g7-cappuccino-irish-creamhttp://www.trungnguyen.com.vn/store/1706/g7-cappuccino-hazelnuthttp://www.trungnguyen.com.vn/store/1706/g7-cappuccino-hazelnuthttp://www.trungnguyen.com.vn/store/1704/g7-cappuccino-mochahttp://www.trungnguyen.com.vn/store/1704/g7-cappuccino-mochahttp://www.trungnguyen.com.vn/store/1698/g7-2in1http://www.trungnguyen.com.vn/store/1699/g7-3in1---hop--18-stickshttp://www.trungnguyen.com.vn/store/1699/g7-3in1---hop--18-sticks


14/17

14

S h thng knh phn phi ca cng ty.

Biu 14: S knh phn phi ca cng ty

- Trung Nguyn thc hin phn phi sn phm hp l cho tng knh,

cho tng sn phm.tng thtrng khc nhau.

- S phi hp, xen k cc knh vi nhau phn phi sn phm ti a ti

tng thtrng.

* Chnh sch phn phi

Ni n h thng phn phi ca Trung Nguyn th khng th khng nhcn nhng quyn kinh doanh, mt chin lc gp phn to ln vo mng li

phn phi ca Trung Nguyn.

Nm 2006 Trung Nguyn cho ra i500 siu thminiG7 Mart- H thng phn phiG7mart c xy dng da trn nn tng nhn

lc, ti lc, gi tr thng hiu ca Cng ty c

ph Trung Nguyn v 70 trung tm phn phi

trn cnc gp thm vo h thng phn phi hng hu ca Trung Nguyn.T

y s pht trin thnh cc trung tm thng mi, i siu th.

Trung Nguyn chin lc phn phi rng khp trn cnc nh l hnh thc

phn phi cc im bn l, cc i l, cc siu thv trung tm thng mi
http://www.google.com.vn/imgres?q=ca+phe+g7+tai+sieu+thi&start=620&um=1&hl=vi&biw=1245&bih=482&tbs=isch:1&tbnid=zt7yNiAyy8fWHM:&imgrefurl=http://www.xaluan.com/modules.php?name=News&file=article&sid=159518&imgurl=http://www.xaluan.com/images/news/Image/2010/01/07/images1906468_TN_02.jpg&zoom=1&w=480&h=270&ei=RhvtTJaZJ4uKvQOcrsnjAQ&iact=rc&dur=276&oei=PBvtTPmxDI30cYCthPAO&esq=4&page=59&tbnh=120&tbnw=213&ndsp=10&ved=1t:429,r:1,s:620&tx=79&ty=52http://www.google.com.vn/imgres?q=ca+phe+g7+tai+sieu+thi&start=620&um=1&hl=vi&biw=1245&bih=482&tbs=isch:1&tbnid=zt7yNiAyy8fWHM:&imgrefurl=http://www.xaluan.com/modules.php?name=News&file=article&sid=159518&imgurl=http://www.xaluan.com/images/news/Image/2010/01/07/images1906468_TN_02.jpg&zoom=1&w=480&h=270&ei=RhvtTJaZJ4uKvQOcrsnjAQ&iact=rc&dur=276&oei=PBvtTPmxDI30cYCthPAO&esq=4&page=59&tbnh=120&tbnw=213&ndsp=10&ved=1t:429,r:1,s:620&tx=79&ty=52


15/17

15

trong c nc. Gi tr thng hiu ca Cng ty C ph Trung Nguyn v 70

trung tm phn phi trn cnc gp phn c ph mnh m h thng phn phi

ca Nguyn Trung.

Sau khi chinh phc nhanh chng th trng trong nc bng cht

lng v phong cch ring, c o ca mnh th Trung Nguyn bt u a

thng hiu ca mnh ra thtrng th gii vi chin lc nhng quyn kinh

doanh ln u tin ti singapore vo nm 2000.Tuy nhin thnh cng ch tht s

n vi Trung Nguyn vo nm 2002 khi h xut hin Nht Bn bn cnh 400

ca hng trn tng s 6000 ca hng ca starbucks tp on c ph ln nht

th gii ca M v mt lot cc nhn hiu c ph Nht cng khng km phnnh m. Thnh cng ca Trung Nguyn Nht Bn thc s gip n nhy

vt. n nay, thng hiu Trung Nguyn c mt Nht Bn, Thi Lan,

Singapore, Trung Quc v Cng ha Sc. C ph rang Trung Nguyn cng c

mt trong siu th v cc ca tim M, c, ng u, Php v Nga. Hin

ng L Nguyn V ang trin khai cc hp ng nhm tm kim th phn cho

C ph Trung Nguyn ti 15 nc nh c, c, Canada, i Loan, Malaysia,

Philippin

4. Xc tin hn hp (promotion).Cc cng c ch yu ca chin lc xc tin:

a. Qung co:

Khai thc qung co min ph trn cc mng x hi o nh Facebook,Youtube.

In qung co bng cc poster, banner rng ri trn th trng, lin hqung co ti cc siu th, trung tm thng mi.

Ti tr cho cc cuc thi, hi ngh qung b sn phm Qung co trn cc n phm trong v ngoi nc nh: Tip th v gia

nh, Tp ch truyn hnh, Ngi p Vit Nam, Tham gia hi ch

thng mi


16/17

16

b. Khuyn mi:

Trung Nguyn c nhng chng trnh khuyn mi va ph hp cho tng

giai on va ph hp cho chin dch lu di.

c. Quan h cng chng:

Trung Nguyn trin khai nhng k hoch PR kh thnh cng vi kt qu rt

r rang nh:

Trung Nguyn phi hp bo Thanh Nin, Hi Lin hip Thanh Nin VitNam pht ng chng trnh Sng to v Thng hiu Vit, ti trhc bng

nhn ti t Vit.

Trung Nguyn cng i truyn hnh Vit Nam sng lp Quu t Khingun sng to cp vn cho cc thi sinh ot gii trong chng trnh Khi

Nghip ca VTV3. Hot ng ny nhm khuyn khch, to c hi cho th h tr

Vit Nam thc hin nhng d n, tng kinh doanh sng to, qua , gp

phn nui dng nhng ti nng kinh doanh trcho t nc. S vn ti tr2 t

ng.

Bn cnh , Trung Nguyn cn phi hp vi Bo Thanh Nin thc hinchng trnh: "Nc Vit Nam ta nh hay khng nh". Pht ng "cuc chin v

thng hiu Vit" ca Trung Nguyn cng c nh gi cao. Trung Nguyn

vi chng trnh Xy dng thng hiu nng sn Vit Nam...

Trung Nguyn tham gia ti trcc chng trnh:- Ti trchng trnh Ni vng tay ln v ngi ngho do bo H Ni

Mi, bo Si Gn Gii Phng, Bo Nng t chc tthng 6 n thng 7 nm2004Thng bo gii v ngi ngho. Trong chng trnh ny Trung Nguyn

ng h 1 tng.

- Tham gia ng h nn nhn cht c mu da cam Vit Nam trong chng

trnh nhn o cu truyn hnh Chng ta khng v cm ca i truyn hnh

Vit Nam: 10 triu ng


17/17

d. Marketing trc tip

Li ch ca marketing trc tip:

1. Nhm ng mc tiu.

2. C nhn ho mi quan h mua bn.

3. To ra hnh ng.

4. Tng hnh chin lc.

5. o lng c kt qu.

Ngy nay marketing trc tip ch yu s dng cc cng cphng tin

truyn thng:

Nu nh trong Marketing truyn thng phng tin truyn thng c

dng ch yu l bo ch, radio, TV th trong tip th trc tip th phng tin

truyn thng ch yu c dng l gi th trc tip, gi in thoi, v vi cng

ngh thng tin by gith cn c email, v internet

bài tập mar căn bản

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