Marketing Quc T

MC LCPHN 1: TNG QUAN V TRUNG NGUYN2I.GII THIU S LC V TRUNG NGUYN21.Lch s hnh thnh v pht trin:22.Ngun nhn lc33.Tm nhn v s mng:44.Gi tr ct li:45.Trit l kinh doanh:56.nh hng pht trin57.H thng nhng quyn u tin ca Vit Nam5II.PHN TCH MI TRNG KINH DOANH61.im mnh:62.im yu:63.C hi:74.Thch thc:7III.PHN TCH MI TRNG BN NGOI7PHN 2: TH TRNG C PH M12I.Th trng c ph M12II.i th cnh trannh ca c ph Trung Nguyn ti th trng M.16III.Tng quan th trng c ph Vit Nam & M:191.Th trng Vit Nam192.Th trng M:19PHN 3: CHIN LC THM NHP TH TRNG CA TRUNG NGUYN20I.Cc hnh thc thm nhp quc t th trng M ca cng ty Trung Nguyn:201.Thm nhp thng qua xut khu thng thng212.Thm nhp thng qua nhng quyn kinh doanh21II.Thch thc khi Trung Nguyn thm nhp th trng M22III.Chin lc sn phm26PHN 4: KINH NGHIM RT RA V BO HC CHO CC DOANH NGHIP VN KHI THM NHP VO TH TRNG M28

PHN 1: TNG QUAN V TRUNG NGUYN1. GII THIU S LC V TRUNG NGUYNRa 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 vdch vG7 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.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 c nc 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 th trng 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.1. Lch s hnh thnh v pht trin: 16/06/1996: Khi nghip Bun Ma Thut (Sn xut v kinh doanh tr, c ph) 1998:Trung Nguyn xut hin TP.HCM bng khu hiu Mang li ngun cm hng sng to mi v con s 100 qun c ph Trung Nguyn. 2000: nh du s pht trin bng s hin din ti H Ni v ln u tin nhng quyn thng hiu n Nht Bn. 2001: Trung Nguyn c mt trn khp ton quc v tip tc nhng quyn ti Singapore v tip theo l Campuchia, Thi Lan 2002: Sn phm Tr Tin ra i 2003: Ra i c ph ha tan G7 v xut khu G7 n cc quc gia pht 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 3,000tn/nm. t chng nhn EUREPGAP (Thc hnh nng nghip tt v Cht lng c ph ngon) ca th gii. Chnh thc khai trng khu du lch vn ha Tr Tin Phong Qun ti Lm ng. Pht trin h thng qun c ph ln n con s 1.000 qun c ph v s hin din ca nhng quyn quc t bng cc qun c ph Trung Nguyn ti cc nc Nht Bn, Singapore, Thi Lan, Campuchia, Trung Quc, Ucarine, M, Ba Lan. 2006: u t v xy dng pht trin h thng phn phi G7Mart ln nht Vit Nam v xy dng, chun ha h thng nhng quyn trong nc, y mnh pht trin nhng quyn quc t. Ra mt cng ty lin doanh Vietnam Global Gateway (VGG) c tr s t ti Singapore.1. Ngun nhn lcHin nay, tp on Trung Nguyn c khong gn 2000 nhn vin lm vic cho cng ty c phn Trung Nguyn, cng ty c phn TM & DV G7 ti 3 vn phng, 2 nh my v 5 chi nhnh trn ton quc cng vi cng ty lin doanh VGG hot ng ti Singapore. Ngoi ra, Trung Nguyn cn gin tip to cng n vic lm cho hn 15.000 lao ng qua h thng 1000 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.Vi chin lc tr thnh mt tp on kinh t bao gm 10 cng ty thnh vin hot ng trn nhiu lnh vc: trng, ch bin, xut khu, chn nui, truyn thng, bt ng sn.., tp on Trung Nguyn lun cn b sung mt i ng nhn lc tr, nng ng, tm huyt v sng to, sn sng cng chng ti xy dng Trung Nguyn thnh mt tp on kinh t hng mnh ca Vit Nam.i ng nhn vin ca tp on Trung Nguyn lun c to nhng iu kin lm vic tt nht c th hc hi, pht huy kh nng v cng hin vi tinh thn Cam kt Trch nhim Danh d.1. 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.1. Gi tr ct li: 7 gi tr ct li ca Trung Nguyn- Khi ngun sng to: Sng to l ng lc hng u ca Trung Nguyn trong vic khng nh tnh tin phong cung ng nhng gi tr hu ch cho khch hng v nhn vin.- Pht trin v bo v thng hiu: Mi thnh vin c trch nhim xy dng, pht trin, nui dng v bo v thng hiu Trung Nguyn.- Ly ngi tiu dng lm tm: Lun ly s hi lng ca ngi tiu dng lm trng tm cho mi hot ng.- Gy dng s thnh cng cng i tc: Hp tc cht ch trn tinh thn tin tng, tn trng v bnh ng v s thnh cng ca i tc cng chnh l s thnh vng ca Trung Nguyn.- Pht trin ngun nhn lc mnh: em n cho nhn vin nhng li ch tha ng v vt cht ln tinh thn cng nh nhng c hi o to v pht trin cng vi s ln mnh khng ngng ca Trung Nguyn.- Ly hiu qu lm nn tng.- Xy dng cng ng: ng gp tch cc xy dng mt mi trng cng ng tt p v gp phn pht trin s nghip chung ca x hi.1. Trit l kinh doanh: Tnh dn tc : vi kht khao khng nh sc mnh mt cch cng khai, mnh m ra th trng ni aCnh tranh ton cu: xy dng nn kinh t giu mnh v t ch tng bc vn ra th gii vi v th ngy cng ln mnhTh v lc: l cuc cnh tranh khng cn sc ca doanh nghip trc nhng i th khng l nn phi huy ng tng sc mnh ca tinh thn Vit Nam Hiu qu: nhng chin thng nh lun phi hng v nc Vit v i, s mng ca cuc cnh tranh, s gp phn lm nn chin thng ln l khng nh kht vng nc Vit v i1. nh hng pht trinTrung Nguyn s tr thnh mt tp on gm 10 cng ty thnh vin hot ng trong cc lnh vc trng, ch bin, xut khu c ph, kinh doanh bt ng sn, chn nui v truyn thng trong nm 2007. Hin nay tp on bao gm cc cng ty: Cng ty C Phn TM&DV G7 (G7Mart), Cng ty Vietnam Global Gateway (VGG) v cc cng ty sn xut c phTp on c mc tiu pht trin mt mng li knh phn phi ni a thng sut, bao gm khong 100 nh phn phi ni a hng u trn 64 tnh thnh t nay n 2010, song lnh vc ch o ca Tp on Trung Nguyn vn l mt hng c ph.Cng ty c phn Trung Nguyn v cng ty C phn TM&DV G7 (G7Mart) ang ro rit chun b l trnh ln sn giao dch chng khon ti Vit Nam v Singapore.Ngoi ra, Trung Nguyn s xy dng mt trung tm c ph th gii nh mt thin ng c ph th gii ti Bun Ma Thut, d n bt u c khi ng trong nm 2007.1. H thng nhng quyn u tin ca Vit NamC ph Trung Nguyn l Cng ty Vit Nam u tin p dng m hnh kinh doanh nhng quyn thng hiu. Bng s nng ng v sng to, Trung Nguyn xy dng c mt h thng qun nhng quyn rng khp trong nc v ti cc nc Nht Bn, Singapore, Thi Lan v Campuchia, vi mt phong cch thng thc c ph rt ring.Vi hnh thc kinh doanh nhng quyn thng hiu, cc sn phm c ph Trung Nguyn c sn xut t nhng ht c ph ngon nht ca vng cao nguyn Bun Ma Thut, kt hp vi cng ngh hin i v b quyt ring c gii thiu n tt c mi ngi tiu dng trong nc v trn th gii.Ngy nay, vi khong 1,000 qun c ph nhng quyn, Trung Nguyn lun em n cho ngi thng thc nhng tch c ph hng u Vit Nam ti bt k a im qun nhng quyn bt k no1. PHN TCH MI TRNG KINH DOANH1. im mnh: L ngi u tin i theo h thng nhng quyn franchising H thng knh phn phi rng Chin lc nhng quyn thng hiu (franchising) chng t uy lc khi hng lot qun c ph vi bin hiu Trung Nguyn mc ln nh nm khp ni Cht lng cao v thng hiu tt Knh thng tin tt, cng tc quan h cng chng (PR - Public Relations) ng vai tr quyt nh C th ni, chnh PR to nn cn st Trung Nguyn. Ngun nhn lc di do Lao ng gi r2. im yu:Thc hin chin lc franchising qu t, cht lng nm ngoi tm kim sot.Cng tc qun l, gim st yu kmTrung Nguyn ang s dng chin lc khc bit ha v gi, ni nm na l khch no gi y. Mc tiu ca chin lc ny l ti a ha li nhun. Trung Nguyn ang tr nn khng ng nht. V nhiu mt. C th thy r s khc nhau v gi c, cht lng cafe v c cung cch phc v ti cc qun Trung Nguyn. Mc u t cho bi tr khng gian cng c s chnh lch rt ln. VD: Vi 14.000 ng bn c th ti mt qun rng ri, mt m, trang tr theo phong cch ni rng, nhc nh nhng v ngi phc v trong trang phc Ty Nguyn s mang ti cho bn mt ly s 4 (chng nh khng th t c mt ci tn ngon lnh hn?) thm lng. Vi 10.000 ng, bn vn c c ly s 4 ti mt qun nh hn, cht hn v nhiu khi thuc hn. Hnh nh Ty Nguyn y c thu gn trong mt vi bi ht hoc nh treo tng. Thm ch ch vi 7.000 ng, bn vn thng thc c ly cafe yu thch ti mt qun Trung Nguyn bnh dn, vi nhng chic gh nha khc mu.

Ch c iu l ngi phc v hnh nh khng vui v lm, lyc phhnh nh hi nht hn, v thng th nhng c gng tm thy nt vn ho Ty Nguyn ca bn y s khng mang li kt qu.C ba qun trn u nm ti Si Gn!

C qu nhiu tham vng v d n trong cng 1 thi im ( G7 Mart) Phn tn sc mnh, vn, tr tu3. C hi: Vn ng u th phn c ph Vit Nam. Cha c i th tng xng. C nhiu c hi v li th thu ht vn u t ca nc ngoi C ph Trung Nguyn hin xut sang 40 nc trn th gii, chim 20% sn lng ( C mt ti cc th trng: M, Nht, Trung Quc, Singapore, Campuchia, Ba Lan)4. Thch thc: i th cnh tranh+ Trong nc: C ph TN ang mt th phn vo tay Highland. Ngoi ra cn c Nescafe va Vinacafe+ Quc t: Trong tng lai khng ai khc hn chnh l 2 i gia cafe ni ting th gii Stacksbuck va Gloria Jeans Coffee, y l 2 i gia v nhng quyn thng mi v cafe ni ting th gii Trong tng lai khng xa cc tp on a quc gia s vo VN Mt th phn, mt nh hng, ri lon v chnh sch v chin lc cng nh qun l Khng vn xoay vng, mt uy tn vi i tc

1. PHN TCH MI TRNG BN NGOI1. Mi trng v m0. Php lut, chnh schDo tc ng ca thu nhp khu sau khi Hip nh Thng mi Vit Nam- Hoa K (BTA) c k kt vo nm 2001 c hiu lc nn cc mt hng Vit Nam v s thm nhp th trng Hoa K c th tm c phn thnh hai nhm: nhm c thu nhp khu thp hoc bng 0, v nhm c thu nhp khu cao hn. C ph ht cc loi l mt hng c hng mc thu sut bng 0 cho d nc xut khu c hay khng c hng quy ch Ti hu quc (i ng Ti hu quc (Most Favoured Nation, vit tt l MFN) l mt trong nhng quy ch php l quan trng trong thng mi mi quc t hin i. Quy ch ny c coi l mt trong nhng nguyn tc nn tng ca h thng thng mi a phng ca T chc Thng mi Th gii (WTO)). Tuy nhin, Vit Nam khng nm trong s nhng nc c u tin v thu quan i vi cc sn phm c ph ho tan.Cc chnh sch, lut l ca Hoa K khi tham gia thng mi vi Vit Nam trong ngnh c ph. Theo bo The Wall Streets Journal ngy 9/7/2007, ngnh cng nghip c ph Hoa K c nhng c gng nhm thi hnh cc bin php lm tng thm sc p i vi nhng ngi trng v xut khu c ph chu , trong c Vit Nam, gy tr ngi cho hot ng pht trin c ph cht lng cao ca nc ta. Gi y, ngoi i hi nh xut khu phi c giy chng nhn v qu trnh chp hnh qui nh hi quan v t khai v cc ni cung cp c ph, nh xut khu cn phi cung cp thng tin nhm bo m c th d dng tm ra xut x ca tng l c ph. Ngi ta d kin qu trnh ny s lm tng thm t nht 1% chi ph xut khu, tc l khong 10 n 15 USD cho mi tn c ph. V mi quan h vi bn hng, hu ht cc doanh nghip, cng ty Hoa K khng thch lm vic qua trung gian, coi trng lut l v lun i hi mi vic phi c tr li nhanh chng, r rng. Cc doanh nghip nh v va ca Hoa K thng c nhu cu xut nhp hng ha rt ln. y mi chnh l cc i tc ch yu ca cc doanh nghip xut khu Vit NamMc d t do thng mi nhng Hoa K hin c rt nhiu lut l quy nh v k thut v cht lng, to thnh cc ro cn k thut i vi sn phm c ph nc ngoi. Ngoi ra, hot ng ca hng chc hip hi ngnh hng ti Hoa K trong c Hip hi c ph l iu m cc doanh nghip Vit Nam phi tm hiu khi tham gia xut khu th trng ny. Hin chi ph m mt cng ty thnh vin phi ng hng nm cho hip hi ch vo khong t 700-800 USD.0. Vn haMc d chc nng chnh ca c ph khng phi l gii kht ging nh hu ht cc loi thc ung khc nhng ngi M ung n nh mt th nc gii kht. Vng Bc M ngy nay l ni tiu th c ph ln nht th gii, v Seattle chnh l thnh a mi ca c ph. Thnh ph m t ny khai sinh ra vn ha Latte nhng nm thp k 70 v nhanh chng lan rng khp t nc gip ci thin ng k cht lng v kiu cch ca dn Hoa K. Ngy nay, bt k ni cng cng no M ta u bt gp mt hay vi xe c ph lu ng phc v nhiu loi c ph v thc n nhanh. V vy, M l quc gia tiu th c ph nhiu nht th gii. Theo thng k, trung bnh mi ngi dn M tiu th 4,8kg hay 646 tch mt nm (tng ng 1,8 tch mi ngy). V th, hng nm, M phi nhp khu mt lng c ph rt ln t cc quc gia v vng lnh th khc trn th gii.0. Kinh t - chnh trM l nn kinh t mnh nht th gii, vi mc GDP v thu nhp u ngi nm trong top nhng nc cao nht th gii. Nhng nm va qua, do nh hng ca suy thoi kinh t ton cu, nn kinh t M b nh hng nng n, lm pht cao, tht nghip tng. Tuy nhin, t u nm 2010 tr li y, nn kinh t M c nhng du hiu phc hi. Tnh chung c nm 2010, kinh t M tng trng 2.9%, sau khi st gim 2.6% trong nm 2009. y l du hiu ng mng cho cc nc xut khu sn phm sang M ni chung v cho xut khu c ph Vit Nam ni ring. Nn kinh t M pht trin mnh va l thun li nhng ng thi cng l kh khn cho doanh nghip ca ta. Cc nh nhp khu M c sc mnh v kinh t nn h s dng ngun lc ti chnh mnh km gi c ph ti sn Lun n xung mc rt thp, khin cho li nhun ca doanh nghip khng cao, thm ch l ha vn.

Tc tng trng GDP cc qu t nm 2008 n 2012 Nhn vo biu , ta thy tc tng trng GDP t qu 4 nm 2012 c chiu hng tng tr li.Mi trng kinh t - chnh tr c quan h cht ch vi nhau. M, ngi ta tin rng th trng t do lm gia tng hiu qu kinh t v l cch thc nng cao gi tr chnh tr ca mnh c bit l cam kt ca h i vi t do c nhn v a nguyn chnh tr cng nh s chng i ca h i vi vic tp trung quyn lc qu ng. Tuy nhin, nim tin ca ngi M vo doanh nghip t do khng loi b vai tr quan trng ca chnh ph. Cc doanh nghip M s dng chnh ph bo v h trong cnh tranh. V th, doanh nghip nc ngoi cn phi nghin cu v tm hiu k trc khi gia nhp vo th trng cnh tranh khc lit ny.Kt Lun : Nn kinh t M ang c du hiu phc hi v pht trin mnh sau cn suy thoi y l c hi ln m rng kinh doanh qua th trng y tim nng ny.0. Khoa hc Cng ngh- Hoa K v ang i u trong vic nghin cu v sng to cng ngh khoa hc k thut. Tc pht trin nhanh ca khoa hc k thut cng ngh : Ngay cang nhiu y tng nghin cu em lai kt qua va thi gian t khi co y tng mi n vic khi thc hin thanh cng c rut ngn nhanh trong va thi gian ap dung thanh cng trong san xut cung ngn lai. Xu hng chuyn giao cng ngh: din ra nhanh chng v mnh mKt Lun : - Khoa hc Cng ngh pht trin mnh to ra c hi cho cc Doanh Nghip co th tip cn c vi nhiu cng ngh mi giup tng san lng san xut, tng cht lng cho san phm, giam chi phi san xut, va cho phep tao ra cac san phm mi.- ng thi cng em li nhiu thch thc : i hi phi lin tuc cp nht, i mi cng ngh p ng nhu cu ngy cng cao ca khch hng v khng b i th cnh tranh ln p.1. Tnh hnh tiu th1. Kh nng tiu th Hoa K khng nhng l mt nn kinh t ng u th gii, m cn l mt th trng rng ln vi dn s ng th ba th gii sau Trung Quc, n , dn s tr chim phn ln trong c cu dn s. Phn ln ngi dn Hoa K c thi quen ung c ph v xem c ph l mt thc ung rt quan trng trong cuc sng hng ngy ca h.Hoa K l nc tiu th v nhp khu c ph ln nht th gii, Hoa K khng trng c ph nn tt c c ph tiu dng Hoa K k c c ph nguyn liu u t ngun nhp khu. Nhu cu nhp khu c ph ca nc ny tng i n nh mi nm trn 7 triu tn. Tuy nhin, do gi c ph th gii thng bin ng nn tr gi nhp khu cng thng bin ng theo. Sn lng nhp khu c ph ca Hoa K trong 4 nm 2007-2010NmSn lng(nghn tn)Mc tng so vi nm trc

Tuyt i (tn)Tng i

20076864

20088136127218.5%

2009901287610.6%

201010400138815.4%

(ngun: V quy hoch - k hoch, B NN&PTNT)Nhn chung, nhu cu tiu dng c ph ca th trng Hoa K vn tng tng i qua trong nhng nm va qua, do y l mt thc ung khng th thiu trong cuc sng ngi Hoa K, bn cnh th trong nhng nm va qua dn s Hoa K tng trng mc cao.Theo Hip hi c ph Vit Nam (VICOPA) Th trng Hoa K rt a chung loi c ph Catimor thuc h Arabica. 70% lng c ph tiu th ti Hoa K l loi Arabica nhp t Colombia, Brazil, Mhico, s cn li l Robusta nhp t Vit Nam v Indonesia. th trng Hoa K, c ph Vit Nam chim cha n 15% s lng v 6% tng gi tr nhp khu c ph ca Hoa K, 90% c ph Vit Nam xut sang Hoa K di dng nguyn liu cha rang xay, ch 10% tch ht v rang xay ng hp.1. Ngun cung c ph trn th trng MHoa k l mt th trng hp dn i vi bt k mt quc gia no. C th ni th trng Hoa K chp nhn mi loi hng ha. Chnh v vy cc quc gia u thc y mnh xut khu hng ha ca mnh vo th trng ny nu c th. C ph l mt hng m c ngi dn M s dng nhiu v n nh l mt loi ung thng dng y ging nh tr Nht Bn. Mt khc M cn c trung tm giao dch c ph ln ca th gii, l trung tm giao dch c ph NewYork. V vy c rt nhiu nc xut khu c ph vo th trng Hoa K, trong nm 2010, t l nhp khu c ph ca M c phn chia nh sau: Colombia 17%, Vit Nam 15%, Braxin 15%, Guatemala 11%, Mehico 10%, Indonesia 9% (ngun: http://www.vietnamembassy-finland.org/vi/nr070521170205). Nh vy c ph Vit Nam c mt vai tr ln trn th trng c ph ca Hoa k. Tuy c nhiu quc gia xut khu c ph vo Hoa K nhng khng phi tt c chng cnh tranh vi nhau m thng cc quc gia ny cnh tranh vi nhng sn phm cng loi vi nhau. Nh Vit Nam, chng ta khng phi cnh tranh vi tt c cc quc gia trn m ch yu l cnh tranh vi Indonesia, Braxin v mt s nc Chu Phi khc vi sn phm c ph vi (Robusta).Tiu chun nhp khu c ph ca M cng nh mt s nc nhp khu c ph khc nh Nht hay Trung Quc u da theo tiu chun cht lng ca ICO (International Coffee Organization - T chc c ph th gii), c ph ch khng c vt qu 86 ht v c ph vi khng c vt qu 150 ht c cht lng thp trong 300g sn phm, m tiu chun ca c ph xut khu c quy nh t 8 - 12,5 %. PHN 2: TH TRNG C PH MI. Th trng c ph MNhu cu c ph th trng: M khng nhng l nn kinh t ng u th gii, m cn l quc gia ng th 3 th gii v dn s, sau Trung Quc, n , dn s tr chim phn ln trong c cu dn s. Phn ln ngi dn M c thi quen ung c ph v coi c ph nh 1 loi thc ung rt quan trng trong cuc sng hng ngy.M l nc tiu th v nhp khu c ph ln nht trn th gii, M khng trng c ph nn tt c c ph tiu dng M u l hng nhp khu. Nhu cu c ph ca nc ny tng i n nh mi nm trn 1 triu tn. Tuy nhin do gi c ph th gii bin ng nn tr gi nhp khu cng bin i theo.

Sn lng c ph nhp khu M trong 3 nm 2007-2009NmSn lng(nghn tn)Mc tng so vi nm trc

Tuyt i(nghn tn)Tng i

200711501039,8%

2008135020017,4%

20091440906,67%

(Ngun: v quy hoch- k hoch,B NN v PTNT)Nc M l quc gia tr v y sc sng, con ngi y a sng t do, tt c u theo s thch, vn ha c ph cng khng ngoi l. Ngi M s dng c ph hon ton theo thch, khng snh iu nh ngi chu u, cng khng cu k nh ngi Arab, ung m ung, ung thoi mi, v vy M l nc tiu th c ph ln nht th gii, d nh, trng hc, cng s hay chn cng cng v bt c u, lc no, ngi ta u c th ngi thy mi thm c trng ca c ph. C cu chuyn rng, khi mt trc trc cht ngi xy ra vi con tu Apollo 13 lc ang bay, ch huy mt t tng ng vin tinh thn ca phi hnh on bng cu: Hy c ln, ly c ph nng hi v thm lng ang ch cc bn!.

Howard Schultz l ngi c cng mang vn ha c ph t Italy du nhp vo M nm 1983 trong mt ln du lch thnh ph Milan. Vn ha c ph du nhp t Italy vi li pha dng my Barista nhanh chng tr thnh i chng trong dn chng M sau hn hai mi nm pht trin. Hai hnh thi vn ha khc nhau, mt ng th chm chm t t ngi ch i, cn ng kia th nhanh gn tranh th thi gian. Vn ha c ph M l nhanh gn r m vn khng mt i cht thm ng ng ngha c ph, thi gi M rt qu bu v ai cng phi i lm u tt mt ti c chng vi thng mt ln n bn b i ra qun ngi ng ung c ph phin.

Vn ho c ph Starbucks, mt biu hin vn ha rt M. Vn ho ny v ang i dn vo mi giai tng dn chng M, v ang dn chinh phc th gii m u bng s chinh phc nc Nht vo nm 1996, ch trong vng hn 5 nm c trn 300 tim Starbucks trong nc Nht, mt nc c nn kinh t mnh ng hng th hai th gii. Gii tr sinh vin hc sinh M v khp th gii ang hng ng v tiu th loi c ph ny rt mnh.

C ph M nht, c mu ln v. Mt cht nc long nu l nh, hi c v kht, thng pha trong mt ci bnh thy tinh to v rt vo nhng chic ly giy xp. Cho thm hai, thm ch ba gi ng v na ly sa cng khng lm cht nc y ngt v thm hn. Mocha c v rt ngon vo cui tch c ph. Nh vy ta ch ung mocha nguyn cht v n c mt d v rt ngon. Ngc li, Java c v rt ngon lc khi u. Nh vy khi trn hai th vi nhau ta s c c v rt ngon trong ming, di li, lc khi u v mt v rt ngon khi kt thc. Cch thng thc c ph M ph bin l Iced coffee c ph c, nng, thm ng c rt vo mt ly ng .

II. i th cnh trannh ca c ph Trung Nguyn ti th trng M.Ngi khng l trong lnh vc cafe ca M - Starbucks ang thc hin k hoach tin vo th trng Vit Nam sau khi thm nhp n vo nm 2012.Starbucks Coffee hin l thng hiu c ph ni ting nht trn ton th gii. Ra i ngy 30/3/1971, c tr s chnh ta lc ti Seattle, Washington, Hoa K.Starbucks l qun c ph ln nht th gii, vi 17.800 qun trn 49 quc gia. Trong 11.068 qun Hoa K, gn 1.000 qun Canada v hn 800 qun Nht Bn.

Starbucks l qun c ph ln nht th gii, vi 17.800 qun trn 49 quc gia.

Thng 12 ti, Starbucks chnh thc c mt ti Vit NamHin nay, mi tun Starbucks bn c trn 20 triu ly c ph, vi doanh thu hng chc triu USD. Gn nh tt c trn 50.000 nhn vin Starbucks u t tin khi thnh tho phn bit c cc loi hng v v mi v ca 880 loi c ph khc nhau. H thc rt cao v cht lng c ph v cht lng phc v ca Starbucks.Mi tun Starbucks bn c trn 20 triu ly c ph vi mi v ca 880 loi cafe khc nhau.S khc bit khin i th ln ca c ph Trung Nguyn lun l s 1. Phc v khch hng trong vng 3 pht:Mt qun l lu nm ca Starbucks ni. K t lc khch hng bc qua cnh ca, chng ti mun h c phc v ch trong vng 3 5 pht trong trng hp ca hng ng khch. Ch vi 2 l tn v 1 i ng nhn vin hon chnh, Starbucks c th phc v 220 khch hng/gi. l lu lng khch ti ca hng Starbucks bn rn nht Brooklyn, gn bng mt bn tu in ngm. Starbucks khng bao gi phc v c ph qu 30 pht.Nhn vin pha ch lm 4 m c ph 1 lc, c mi 15 pht th li thay mt m mi v khng bao gi 1 cc c ph qu 30 pht. H lm vic ny ngay c trong gi ngh. Th c ph i ch khng bao gi phc v ngui cho khch hng. H cng thc hin mt ch thi gian cho c ph , tr v cc mn bnh, m bo rng mi th u c hng v ti mi. Mi nhn vin u bit s khc bit gia cappuccino v latte:Ti Starbucks, mt cc cappuccino l mt cht c ph espresso cng vi mt na sa hp v mt na bt kem. Cn latte l mt cht c ph espresso cng vi sa hp v ch mt lp mng bt kem. Khi lm mt cc cappuccino, nhn vin pha c ph s hp sa khong 6 8 giy. Sa trong latte th c hp t 3-5 giy. Cc nhn vin cng iu chnh nhit khi hp sa, ung c phc v c nhit trung bnh l 73 C, v khng bao gi vt qu mc c th gy bng 82 C. c tr thnh mt nhn vin pha c ph c chng nhn, cc ng vin phi rt thnh cng mt cc cappuccino. Thnh cng hay khng s c nh gi qua mt chic my o in t hay mt chic cc c thang o th tch. Ca hng tuyn b phc v 87.000 ung kt hp khc nhau,v cc nhn vin pha ch no cng c th lm bt c mt loi no trong s m khng h nao nng. Cc nhn vin pha ch qun l nhng n hng phc tp bng phng php tc k sng to ca Starbucks, hay cn gi l M ID ung, c vit trn nhn ca mi cc.V d, mt cc Frappuccino long vi gp i vn s c la c k hiu l DCCFL (Double Chocolate Chip Light Frappuccino). Pha ch vin ca Starbucks phi tri qua 30 gi o tov tt c mi th t k thut pha Frappuccino n ngun gc ca ht c ph. Cc bi hc bao gm: n tng u tin & Dch v khch hng; Kinh nghim Starbucks; C ph: Pha ch v thng thc; Quy Espresso c bn; n & Hm nng; ung cn bn; ung lnh; C ph: gieo trng v ch bin; Bn thanh ton (POS); Chun b ung; Dch v khch hng cn bn; C ph: Rang v ng gi. My pha c ph Mastrena:Hu ht cc ca hng c nng cp my pha c ph Mastrena ca Thy S, vn c thit k to ra espresso ng nht, cht lng cao nht c mt khng hai.My pha c ph Mastrena gip vic pha espresso d dng hn. My cng ngn hn, cho php ngi pha ch d dng tng tc vi khch hng. c my pha espresso tt hn, nhng chng rt him v khng th tm thy nhng ca hng ln. My pha c ph n Clover:Mt s ca hng chn lc c my pha c ph n Clover cht lng hng u, my ny c th pha ch nhng cc c ph ngon nht m bn tng thng thc.Starbucks mua cng ty ch to my Clover nm 2008 v bt u gii thiu my pha ch ny ti mt s ca hng chn lc trn ton nc M. Pha ch vin lm vic ti thiu 20h/tun u c cp bo him sc khe.D nhin y l mt khon khng nh. Nm 2009 chi ph bo him y t ngn ca cng ty 250 triu USD, ng Schultz ni vi bo Seattle Times. Khch hng c th tr tin qua in thoi iPhone hay Blackberry ca h. Starbucks cung cp WiFi min ph,v khng c bt c hn ch s dng laptop no.

III. Tng quan th trng c ph Vit Nam & M:1. Th trng Vit NamVit Nam l nc xut khu th nh trn th gii, ch sau Braxin vi tng sn lng xut khu nm 2009 t 1.18 triu tn, tng ng 1,73 t USD. Nc ta l nc c nn vn ha c ph, tuy nhin lng c ph s dng u ngi ch vo khong 0.7kg/ngi /nm, thp hn nhiu so vi cc nc dn u l Phn Lan (11kgs/ngi /nm), v so vi nc cao nht trong khu vc l Nht Bn (3.3kgs).Theo nghin cu ca IAM v thi quen s dng c ph, 65% ngi tiu dng c s dng c ph Vit Nam ung c ph by ln trong tun, nghing v nam gii (59%). Ring v c ph ha tan th c 21% ngi tiu dng s dng c ph ha tan t 3 n 4 ln trong tun v hi nghing v nhm ngi tiu dng l n(52%)T l s dng c ph ti nh (in home) v bn ngoi (Out of home) l ngang nhau 49%/50%. Thi gian ung c ph ph bin nht l t 7-8 gi sng. Qun c ph ti Vit Nam c th tm thy ti mi ngc ngch, ph bin a dng, a kiu to s thun tin nht cho ngi ung c ph.2. Th trng M:M l nc nhp khu c ph ln nht th gii. Chiu hng tiu dng c ph c hng gim nh k t khi t n mc cao nht l gn 19 triu bao nm 1990. Tiu th gim nh vo cui nm 1994 do gi c ph bn l tng ln gip i. Tiu dng c ph nm 2001 l 21,4 triu bao, nm 2002 tng ln mc 21,7 triu bao. Ba nh ch bin c ph ln nht M l Kraft General, Proctor & Gamble v Nestle. Nhng nh sn xut ch bin chng 70% c ph ca nc.Nhiu nh sn xut nh cng bt u hot ng phc v nhu cn ca th trng i vi loi c ph ho hng. Ngi ta c tnh l loi c ph ch chim chng 16% th trng c ph bn l.Theo k qu cuc thm d ma ng 2001ca Hip hi c ph quc gia M cho thy ch c 2,7% s ngi c phng vn l ung loi c ph ho hng ny hng ngy. Tuy nhin, th phn ca loi c ph ho hng ny ang tng ln v theo ngi pht ngn ca nhng nh sn xut loi c ph ny th h tin rng vo th k 21 loi c ph ny s chim 1/3 th trng c ph ca M. M cng nh nhng nc nhp khu khc u c ti xut. V d nm 2002, M nhp tng s l 21,7 triu bao v ti xut 2,6 triu bao ( chim 12%). c bit, M xut khu c ph rang v c ph ha tan rt ln. Nm 2001, M nhp 21,449 triu bao c ph ht v M li xut khu 2,485 triu bao trong c ph rang v c ph ha tan chim 50%.Nhn xt th trng M so vi Vit Nam: th trng tr, nhu cn ln v nhp khu v tiu dng, rt thch hp cho vic xm nhp v pht trin lu di.Ngi dn m s dng c ph nh 1 thc ung quan trng trong i sng. Nhng bn cnh , gia nhp th trng cn i mt vi nhiu ri ro, kh khn, i th cnh tranh ln mnh, chnh sch nhp khu, cc tiu chun v cht lng c ph, cc chin lc ng u, chnh sch gi chn khch hng, to s khc bit so vi cc i th hin ti, to cho c ph Trung Nguyn c 1 ch ng vng chc trong th trng c ph M.PHN 3: CHIN LC THM NHP TH TRNG CA TRUNG NGUYNI. Cc hnh thc thm nhp quc t th trng M ca cng ty Trung Nguyn:1.Thm nhp thng qua xut khu thng thngThng hiu c ph Trung Nguyn vt ra khi bin gii Vit Nam v nhn c s ng h ca cng ng ngi Vit nc ngoi cng nh s quan tm yu mn ca bn b quc t.Vic xut khu c ph mang li thm li nhun, thu ngoi t u t mua my mc thit b m rng v nng cao sn xut t tng hiu qu kinh doanh ca cng ty.Tham gia kinh doanh xut khu c ph gip Trung Nguyn nng cao c uy tn hnh nh thng hiu trong mt cc bn hang v trn th trng th gii t gip cng ty to li th cnh tranh, m rng th trng, tng th phn v li nhun. Vic xut khu cn c s h tr t pha Nh nc vi cc chnh sch u i nh chnh sch tn dng u t, tn dng xut khu, xc tin thng mi cng nh cc chnh sch h tr nghin cu v pht trin.u thng 10-2011, c ph ha tan G7 ca Cng ty C ph Trung Nguyn chnh thc vo h thng siu th bn l ca hai tp on hng u th gii l Costco (th 3 ca M) v E-Mart (s 1 ca Hn Quc).n hng u tin gm 100 container c ph ha tan G7 s giao cho Costco v 15 container giao cho E-Mart t nay n cui nm 2011. vo h thng cc siu th ny, c ph ha tan G7 phi vt qua nhiu bc kim nh kht khe ca nhng n v thm tra quc t SGS v Bureau Veritas i din cho hai i tc ny. Phi p ng hn 20 tiu ch, t chnh sch nh my sn xut, c s h tng trang thit b, cng ngh ch bin, cng tc nghin cu, th nghim, n nguyn liu, quy trnh kim tra, kim sot cht lng sn xut, bo qun, vn chuyn, v sinh mi trng, an ton lao ng, cng nh nhng quy nh, chnh sch lm vic cng nh cung cp G7 l thng hiu c ph Vit Nam u tin c mt trong h thng Costco.2.Thm nhp thng qua nhng quyn kinh doanhTrung Nguyn tip cn th trng Hoa K, ngoi xut khu hng ha s m qun Trung Nguyn sau khi tha thun hp tc nhng quyn thng hiu ca Trung Nguyn ti nc ny. C ph Vit Nam xut sang 59 nc v vng lnh th, tp trung nhiu nht cc nc EU, Singapore, Hng Kng, Nht Bn v Hoa K. M hnh G7 Mart cng l hnh thc nhng quyn thng mi m Trung Nguyn ang thc hin chim lnh v cnh tranh vi cc nh phn phi nc ngoi. M hnh G7 Mart ca Trung Nguyn tip tc c xem l bc t ph trong vic thc hin nhng quyn thng mi nhm cnh tranh vi cc nh phn phi nc ngoi chim lnh th trng bn l.Vi hnh thc kinh doanh nhng quyn thng hiu, cc sn phm c ph Trung Nguyn c sn xut t nhng ht c ph ngon nht ca vng cao nguyn Bun Ma Thut, kt hp vi cng ngh hin i v b quyt ring c gii thiu n tt c mi ngi tiu dng trong nc v trn th gii.Cng ty Rice Field (M) chnh thc nhn lm i l ca Trung Nguyn vo nm 2003.II. Thch thc khi Trung Nguyn thm nhp th trng M1.Thch thc i vi Trung Nguyn: Tn kh "ni", ung ch lu?Tin cng vo th trng M l quyt nh to bo v y tham vng v c l Trung Nguyn cng sn sng i uH cng ang c mt thi im tt trin khai v khng nn b l. y l giai on suy thoi v con ngi khng th bo th duy tr nhng thi quen chi tiu thng ngy. S thay i s khin ngi ta d chp nhn hn vi nhng thng hiu mi v xa l, nh Trung Nguyn chng hn.Tuy nhin vn c qu nhiu th thch ang ch n pha trc, khi m hu nh cha c mt thng hiu n t nc ang pht trin c th thnh cng ti nhng quc gia giu c (Mt v d tt cho Trung Nguyn tham kho l Jollibee, chui ca hng n nhanh ca Philippine bc chn vo th trng M t nm 1998 nhng khng thnh cng, ang thm nhp li gn y vi 25 ca hng ti M, ch yu da vo cng ng ngi Philippine California).TRUNG NGUYEN l ci tn Vit Nam khng d pht m i vi ngi nc ngoi v c l i ng lm thng hiu ca Trung Nguyn bit iu ny. H cn chn mt ci tn khc, nhng nu vy th ngay t by gi h cn tp trung cu chuyn xoay quanh tn gi mi s chin u vi Starbucks.2.Mt gi tt l G7, bi hai l doTh nht, G7 l tn loi c ph ha tan xut hin trong nhng ca hiu ti khu ngi Vit cc nc, v cng kh ph bin.Th hai, Trung Nguyn dy cng xy dng mt cu chuyn ng sau thng hiu ny. Bn c mun ung loi c ph tng c cc nguyn th quc gia thng thc?3.Th thch th hai l vn ha ung c phVng Bc M ngy nay l ni tiu th c ph ln nht th gii, v Seattle chnh l thnh a mi ca c ph. Thnh ph m t ny khai sinh ra vn ha Latte nhng nm thp k 70 v nhanh chng lan rng khp t nc gip ci thin ng k cht lng v kiu cch ca dn Hoa K. Ngy nay, bt k ni cng cng no M ta u bt gp mt hay vi xe c ph lu ng phc v nhiu loi c ph v thc n nhanhVn ha thng thc c ph M l c du nhp ca vn ha c ph Italy. Vn ha c ph ny l li pha dng my Barista nhanh chng tr thnh i chng trong dn chng M sau hn hai mi nm pht trin t nm 1983. M thi gian tht eo hp, ch tr nhng ngy cui tun ha hon cn c thi gian, nhng cha chc cn phi dnh phn ln thi gian cho vic dn dp nh ca, git d qun o, v i ch ba cui tun. Do nhu cu ca ngi M l lm sao c ly c ph thm ngon m khng mt nhiu thi gian ch i. Ngi ta c th dng xe li i vo qun mua ly c ph ri i ra trong vng vi pht m ly c ph vn ngon thm. Ci m h cn l nhanh gn r m vn khng mt i cht thm ng ng ngha c ph.Vn ha c ph ny nhanh chng lan sang v nh hng n cc nc chu u vn c nn vn ha c ph lu i.Cng ging nh ngi Vit cm thy xa l vi loi c ph 3.5$ trong cc giy ca Starbucks, ngi M chc cng chng kin nhn nhn tng git c ph chy t tch trong ly.4.Tn min thng hiuSau khi v tn min thng hiu Legendeecoffee b ngi khc thu tm, Trung Nguyn li c nguy c b chn ng xut khu c ph mang thng hiu Legendee Coffee ti th trng MTra cu trn trang ch ca Vn phng v Bng sng ch v Thng hiu M (USPTO) cho thy, bn quyn (Trademark) thng hiu Legendee Coffee (caf legendee - caf Chn) c ng k ti M, ch s hu l ng Alexander Nguyen.Mt ngun tin cho hay, ng Alexander Nguyen l ngi gc Vit, quc tch M v khng c mi lin quan no vi cng ty Trung Nguyn.Trn h thng ca USPTO cng th hin kt qu rng, bn quyn Trung Nguyen Coffee, G7 coffee v thng hiu Trung Nguyen thuc s hu ca Trung Nguyn Vit Nam, nhng Trung Nguyn khng ng k bn quyn Legendee Coffee.

Nh vy, nu Trung Nguyn mun pht trin thng hiu Legendee Coffee ti M, s phi m phn vi ch s hu thng hiu Legendee Coffee ti quc gia ny.Nguyn Trng Khoa ngi s hu tn min thng hiu caf Trung Nguyn legendeecoffee.com ni, Alexander Nguyen ngh mua li tn min, ng thi cng thng nht v gi c chuyn nhng, cc iu khon c nhn khc.

Trn trang ch legendeecoffee.com ghi r: Bn quyn thng hiu C ph Legendee (Legendee Coffee) v tt c cc thit k, vn bn, ha, hnh nh xut hin trn website www.legendeecoffee.com l ti sn thuc s hu ca ng Alexander Nguyen c ng k v bo v bi lut bn quyn Hoa K.Chi ph ng k bn quyn Legendee Coffee ti M c tit l l 165 USD, tng ng vi hn 3 triu ng.5.i th chnh M l StarbucksL thng hiu c ph ang c coi l pht trin mnh nht trn th gii, hng c ph c bit, vn c coi l c hm lng vn ha cao, c trit l c ph Starbucks ang dn u th trng ch bng hai quan im: quan im ni chn th ba, v cam kt cung cp c ph ti. Quan im v ni chn th 3 nu rng, Starbucks s cung cp ni chn th ba cho mi ngi lui ti bn cnh hai ni chn l gia nh v cng s. C ph ti l c ph Arabica c rang xay v s dng trong vng mt tun.Ti M v nhiu quc gia khc, Starbucks c bit n nh loi c ph take away c ph mua mang i, qun c ph cng c thit k nh gn v ch ngi kh hn ch. Cn vi qun c ph chim mt khong khng gian ng k ti mt trong nhng v tr c a nht ca qun I thnh ph H Ch Minh, vi nhng b bn gh c u t k cng t trong phng ra ngoi sn, Starbucks t ra kh hiu thi quen ngi qun c ph c bui, thm ch c ngy ca ngi Vit.6.Trung Nguyn chin u vi StarbucksChin lc m Trung Nguynchn ghi du n l gn tn mnh vi mt ci tn qu ni ting khc, Starbucks. Nhng thay v bin mnh thnh Vietnams Version of Starbucks, h chn cch i u. Cch no n tng hn? Ni vi mi ngi rng chng ti s thnh cng nh Starbucks, hay chng ti s cho ngi M ung loi c ph ch thc, ch khng phi l nc c mi c ph.Chiu Trung Nguyn dng cng l cng l cch m Dunkin Donuts, i th chnh ca Starbucks ti M p dng. Bt chp nhng li ch trch, chin lc ny ca Trung Nguyn bc u thnh cng.Trung Nguyn mun mua li cc nh rang xay ti M v m ca hiu ti Seatle, New York v Boston ngay trong nm nay. D nh ny ca nh bn l c ph ln nht Vit Nam c a ra ngay sau khi chui nh hng c ph ln nht th gii l Starbucks m ca hiu u tin ti TP.HCM.Trung Nguyn ln k hoch tin vo th trng M sau khi cng ty ny tr thnh nh rang xay v bn l c ph ng gi ln nht Vit Nam, quc gia c truyn thng c ph t th k 19. 60 ca hiu hin c ca Trung Nguyn trn ton quc phc v c ph phong cch Vit Nam, cng vi cc loi c ph espresso kiu Italy v c ph phong cch Th Nh K. ng V d kin s a cc tt c cc sn phm ny ti M.ng V ni, ca hiu Trung Nguyn u tin ti M, c th mang mt tn khc, s nm mt a im mang tnh biu tng.Cc ca hiu Trung Nguyn mi nht Vit Nam khin nhiu ngi lin tng n ca hiu Starbucks, vi nhng chic gh ln, m nhc ng i, v menu c ph, sinh t v n nhanh.Mt s ca hiu c c gi sch vi nhng cun nh tiu s ca huyn thoi cng ngh Steve Jobs. V cho bit, ch thn ng chn mt s u sch gy cm hng v khuyn khch khch hng l ngi Vit Nam tr tui.Ngha l Trung Nguyn tuyn chin vi Starbucks ngay ti gc ca hng ny, Seattle v k l ln ti Newyork v Boston - 2 thnh ph ln bc nht ti b ng ca nc M. Ring New york l thnh ph qu hng bn qun ca Ch tch Starbucks - ng Howard Schultz, ni m ngay t thng 3/1994, khi chinh phc th trng ny th Starbucks c cng nhn l nhn hiu c ph ngon nht.Trung Nguyn c l l doanh nghip Vit Nam u tin dm d nh dn qun "nh" vo so huyt ca i th cnh tranh. ng V cho rng, hin khch hng M cha c ung c ph thc s, cng nh mc thng thc c ph ca h cha cao lm. V Trung Nguyn cho rng, h c s mnh thay i iu ny.III. Chin lc sn phmSn phm c ph G7: Chit xut trc tip t nhng ht c ph xanh, sch, thun khit t vng t bazan huyn thoi Bun Ma Thut kt hp b quyt khc bit ca c ph ti v cng ngh sn xut hin i nht Vit Nam, Trung Nguyn em n cho bn sn phm c ph ha tan G7 thm ngon v m . G7 l sn phm c ph ha tan duy nht c chn phc v cc nguyn th quc gia ti ASEM 5.+ G7 3 in 1Cht lc tinh ty t nhng ht c ph ngon nht Bun Ma Thut kt hp b quyt ch bin khc bit gip c c gp hai ln, c ph G7 3in1 c khu v v hng thm m , ng gu thng thc c ph Vit Nam m khng mt loi c ph ha tan no c c. y l sn phm ngy cng c a chung, rt tin dng cho nhu cu thng thc c ph ha tan ca s ng cng chng.+ G7 2 in 1Mang hng v m , mnh m ca c ph rang xay, v ng gu ngi Vit, c ph G7 2in1 (c ph v ng) em n cho ngi thng thc mt ly c ph en thm ngon mnh m tc th. Vi cu khu hiu Mnh cha , phi ng gu, c ph ha tan G7 2in1 l i th ng gm ca bt k sn phm c ph ha tan tng t no, cho d c xut x t u.+ G7 ha tan enKhi khng c thi gian cho ly c ph rang xay Trung Nguyn, G7 ha tan en (khng ng) chnh l la chn tt nht c mt ly c ph en mnh m, m v thm ngon mt cch nhanh chng, tin li. y l sn phm khng th thiu cho nhu cu thng thc c ph hng ngy ca nhng ngi yu c ph nhng khng c qu nhiu thi gian ra qun hoc t pha cho mnh mt ly c ph theo phng php truyn thng.G7 Cappuccino c xng tng l N hong ca c ph th gii. G7 Cappuccino baogm cc sn phm: G7 Cappuccino Hazelnut, G7 Cappuccino Irish Cream v G7 Cappuccino Mocha.+ G7 capuccino G7 Cappuccino Hazelnut: Hng v nh nhng, quyn r l s ha quyn c o hng v nng nn ca ht d v c ph ho hng ca vng t Bun Ma Thut theo b quyt ch bin c o ca Trung Nguyn. G7 Cappuccino Irish Cream: Mi ru Liqueur thong nh, v kem thm ngt ngo ha cng tinh cht c ph ti. G7 em n bn tch c ph ha tan Cappuccino hng Irish Cream y m say v khm ph. G7 Cappuccino Mocha: S kt hp tinh t gia hng v socola m v tinh cht ca nhng ht c ph thm ngon nht to ra sn phm G7 Cappuccino hng Mocha nng nn v y c tnh.

Bao bThit 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 Marketing ca mt thng hiu hay sn phm.Nhm to s t ph v hnh nh bao b mt ln na khng nh gi tr ca thng hiu c ph Trung Nguyn lm tng gi tr cng thm ca sn phm cho khch hng v thc y vic xut khu c ph ra th trng th gii, c ph Trung Nguyn thc hin chin dch tung sn phm bao b mi.Hnh nh bao b mi mang nhn hiu Trung Nguyn l G7 s xut hin trn th trng vi h thng bao b mang dng v mi. Chin dch ci tin mu m bao b sn phm cho th trng trong nc v quc t ngy cng khng nh hn na ng cp chuyn gia c ph Trung Nguyn.y l bc u tin thay i trong chin lc thay i ton din chuyn dch t chiu rng sang chiu su ca Trung Nguyn. Vi thng ip nng lng mi khi ngun sng to. c ph Trung Nguyn xut hin trn th trng vi h thng bao b hin i v mnh m. t hnh nh, mu sc, cht liu bao b u th hin s sang trng v ng cp chuyn gia ca mnh. C ph ha tan G7 vn lun cam kt: G7 c ph ha tan th thit t Bun Ma Thut. Trong chin dch thay i mi ny ngoi hnh nh thng hiu trng hin i, cao cp hn, bao b sn phm trng bt mt v thu ht hn th cht lng sn phm cng c thay i, ci tin vi v c ph m c v ngon hn vi nhiu hng v phong ph.Trong chin dch thay i bao b, c ph ha tan G7 a ra th trng thm hai sn phm mi l G7 ha tan en v G7 Cappuccino dng stick.Sn phm bao b mi ca c ph Trung Nguyn trong ln thay i ny thi mt ln gi mi c tnh t ph v hnh nh mu sc nhng khng phi l ph v phong cch va truyn thng va hin i. bao b mi phong cch hnh nh y n tng, to bo vi mu sc tr trung hin i, nhiu cm xc v lin tng y tr tu nhng vn gi nguyn gam mu truyn thng ca c ph Vit Nam.PHN 4: KINH NGHIM RT RA V BO HC CHO CC DOANH NGHIP VN KHI THM NHP VO TH TRNG MCaf trung nguyn thm nhp vo th trng m gp phi vi kh khn t pha th trng m v mt s i th cnh tranh nhng nhn chung th vn thnh cng, v khi kinh doanh ti th trng ny th rt ra mt s kinh nghim sau: Phi tm hiu v cn nhc k cng trc khi quyt nh thm nhp vo th trng Nghin cu k i th cnh tranh ca mnh, xc nh cc chin lc thch hp. La chn thi im thm nhp thch hp. lc ny doanh nghip kh nng v vn, kinh nghim v uy tn sn phm, thm nhp th trng lc ny c th chp ly c hi to ch ng trn th trng. Qu trnh thm nhp phi tri qua cc bc k cng bi th trng m yu cu cao v k thut v cht lng. c bit l mt hng caf, rt thng dng v c dng ph bin.Kinh nghim rt ra cho cc doanh nghip Vit Nam khi tham gia vo th trng M:Trong thi k kinh t hi nhp, hng ha lu thng d dng t trong nc ra ngoi nc v hng nc ngoi cng d dng vo Vit Nam. Cc doanh nghip VN phi n lc nhiu hn vn ra ngoi th gii, c bit l th trng M. sau khi phn tch cc chin lc m caf trung nguyn p dng vo th trng nc ny th cng rt ra mt s bi hc chung cho cc doanh nghip VN l:I. i vi doanh nghip:1. Tm hiu nhu cu ca ngi tiu dng trc khi thm nhp vo th trng: Hoa K l nc thng mi t do nhng m hng ha khi xut khu n th trng ny iu c kim tra rt k cng v mt cht lng v k thut. Nn kinh t M ng th 2 trn th gii v l nc ng dn ng th 3 trn th gii nn nhu cu thiu th hng ha cao. iu tra th trng : mi trng vi m, mi trng v m? Xem th c ph hp vi vic kinh doanh ca doanh nghip mnh hay khng?2. La chn phng thc thm nhp ph hp: iu quan trng hn c i vi ban gim c ca mt cng ty kinh doanh trn th trng quc t l phi la chn quyt nh lin quan n cc cch thc thm nhp vo tng th trng nc ngoi ring bit. C nhiu cch thm nhp vo mt th trng no , nhng khng phi cch no cng mang li hiu qu bi n ph huc vo nhiu yu t. i vi th trng M cc doanh nghip cn phi thc hin theo phng chm chm m chc , vic thm nhp cn phi tin hnh tng bc m bo s chc chn. Cn phi xem xt cc kha cnh sau:+ Xem sn phm hin ti ca cng ty c ph hp vi th trng M hay khng ? nu ph hp th xc nh u l th trng mc tiu ca mnh? Khch hng tim nng l nhng ai?+ doanh nghip c p ng c nhu cu hin ti v tng lai ca th trng M khng? Sau khi la chn c phng thc thm nhp ph hp cn t vn lut php v bo him doanh nghip.3. Thay i ph hp vi th trng. Th trng M yu cu cao v cht lng v k thut nn cc sn phm ca doanh nghip Vit Nam i hi cao hn v cht lng. Thng qua vic nghin cu th trng M th doanh nghip s xc nh s thay i ca nhu cu v iu chnh c cu xut khu ca doanh nghip mnh: gia tang sn lng c a chung, i vi cc sn phm c sc tiu th yu th iu tra nguyn nhn v a ra quyt nh nn loi b hay thay i cho ph hp.4. Nng cao nng lc cnh tranh. Gi c v cht lng l hai yu t cnh tranh c bn v quan trng i vi bt c mt hng no xut hin ti M . do nng cao nng lc cnh tranh cho doanh nghip cn h thp gi thnh ng thi nng cao cht lng sn phm. Tng cng cc hot ng xc tin, qung co.

II. i vi nh nc v chnh ph: Chnh ph nhanh chng hon thnhd tho Lut thng mi in t , vi trong thi bui kinh t ton cu th cng ngh thng tin tht s rt cn thit. kim sot cc doanh nghip cng nh hot ng xut khu ca h. Nh nc nn h tr cc doanh nghip qung b sn phm ca mnh thng qua cc bui trin lm M , gip cc doanh nghip nm r cc quy nh trong trin lm.31