Trung Nguyen v2-1

8/8/2019 Trung Nguyen v2-1

1/13

TI: GII THIU TNG QUAN V TP ON TRUNG NGUYN V PHN TCH SBU

MC LC

I. Tng quan 2

1. Gii thiu s lc v Trung Nguyn 2

2. Lch s hnh thnh v pht trin: 3

3. Tm nhn v s mng: 5

4. Gi tr ct li: 5

5. S lc v ngun nhn lc: 5

6. nh hng pht trin 6

II. Phn tch SBU 7

1. Gii thiu SBU 7

2. Tng quan v th trng cafe ho tan ti Vit Nam: 8

3. Cc i th cnh tranh chnh: 9

4. Mc tiu: 13

5. Cc chng trnh marketing : 14

GII THIU TP ON TRUNG NGUYN V PHN TCH SBU: CNG TY C PHN CAF

HA TAN

TRUNG NGUYN

I. Tng quan


2/13

1. Gii thiu s lc v Trung Nguyn

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.

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.

2. 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


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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 l3,000tn/nm. t chng nhn EUREPGAP (Thc hnh nng nghip tt v Cht lng c phngon) 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 canhng 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. L thng hiu c ph Vit Nam duynht c chn phc v cc nguyn th quc gia trong Hi ngh ASEM5 v Hi ngh APEC 2006.

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.

S ra i ca h thng ca hng tin li G7Mart vo ngy 5/8/2006 ti Dinh Thng Nht nh

hi chung cnh bo u tin cho h thng phn phi Vit Nam trc nguy c xm nhp ca h

thng phn phi nc ngoi khi Vit Nam chnh thc tr thnh thnh vin ca WTO.

Xut khu sn phm n hn 43 quc gia trn th gii

2007: Cng b trit l c ph v khi ng d n "Th ph c ph ton cu" ti Bun Ma Thut

Thng 12/2007 kt hp cng UBND tnh k Lk t chc thnh cng Tun l vn ha c ph ti

2 u cu ca t nc l H Ni v Tp.HCM. S thnh cng ca tun l vn ha c ph 2007

gp phn nng cao nhn thc ca ngi dn v vai tr v tm quan trng ca c ph, l tin

cho cc l hi v c ph trong tng lai.


4/13

2008: Khai trng h thng qun nhng quyn mi Vit Nam v quc t, khnh thnh Lng

c ph Trung Nguyn ti BMT.

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.

Cc mc tiu ngn hn v di hn :Thng lnh th trng ni a, chinh phc th trng th gii:

- Dch chuyn t chiu rng sang chiu su

- u t v ngnh

- Pht trin h thng nhng quyn trong nc v quc t

3. 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 phngun cm hng sng to v nim t ho trong phong cch Trung Nguyn m vn ha Vit.

4. Gi tr ct li:

Khi ngun sng to

Pht trin v bo v thng 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


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5. S lc v ngun nhn lc:

Hin nay, tp on Trung Nguyn c khong gn 2000 nhn vin lm vic cho cng ty c phn

Trung Nguyn, cng ty c phn thng mi v dch v G7 ti 3 vn phng, 2 nh my v 5 chi

nhnh trn ton quc cng vi cng ty lin doanh Vietnam Global Gateway (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 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".

6. nh hng pht trin

Trung 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 ph...

Tp 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.


6/13

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.

Gp phn xy dng cng ng

II. Phn tch SBU:

1. Gii thiu v SBU:

Hin ti Tp on Trung Nguyn c 6 n v thnh vin v cng l 6 SBU ca Tp on. y

nhm chn SBU l Cng Ty CP caf ha tan Trung Nguyn.

Hin nay, Cng ty CP caf ha tan ang kinh doanh dng sn phm chnh c ph ho tan G7 v

c ph ho tan passiona.

c ph ha tan G7 c 4 sn phm sau

Sn phm c ph ha tan G7 3 in 1.

C ph G7 Ha Tan en.

c ph ha tan G7 Cappuccino.

c ph ha tan G7 2 in 1.

C ph ha tan Passiona

L sn phm chuyn dnh cho phi p ln u tin v duy nht ti Vit Nam.Passiona c cng

thc c bit v hng v quyn r c o vi hm lng caffeine ph hp p ng "gu"

thng thc c ph ca phi p. c bit, vi b quyt ring ca cc chuyn gia c ph hng

u, Passiona ln u tin s dng ng n king v c b sung cc dng cht Collagen,


7/13

Viatmin PP cng cc loi tho mc Phng ng qu him gip ln da khe p, tt cho sc

khe.

2. Tng quan v th trng cafe ho tan ti Vit Nam:

C th ni th trng caf ho tan ti Vit Nam trong giai on gn y tr nn hot ng si ni

vi nhiu ci tn mi trong v ngoi nc, hot ng cnh tranh khc lit khng nhng v sn

phm m cn c cc chiu thc qung co, tip th v phn phi.

Nu trc nm 2003 th trng c ph ho tan Vit Nam cn kh ngho nn v chng loi sn

phm v t c nh u t quan tm , lc ch c 2 ng ln chim lnh th trng l Nescafe

( Nesle) v Vinacafe. Trong , Nescafe l "k thng tr" vi th phn chim gn 60% ton th

trng. Vi v th tuyt i ca Nescafe, ngi tiu dng b p t cht lng, khu v sn

phm v khng c nhiu la chn khc. ng sau Nescafe khi y l Vinacafe vi 38,45% th

phn. 5,6 % th phn cn li l khong trng dnh cho cc thng hiu khc. Nhng k t khi

Cng ty CP cafe Trung Nguyn tung ra sn phm caf ho tan G7 vo ngy 23/11/2003 th th

trng Vit Nam k t lc bt u din ra si ni hn khi Trung Nguyn lin tc a ra cc

chin lc Marketing thu ht nhiu khch hng v chnh thc tuyn b i u trc din vi

Nescafe ca Nestle.

Theo cc nh kinh doanh, th trng c ph ho tan ang c xu hng "n ni" v c cc u thnh gip ngi dng tit kim thi gian, sn phm c tnh nng ng, tr trung ph hp vi xuhng tiu dng ca gii tr (lp ngi tiu dng mi) hin nay. y cng l nguyn nhn thcy th trng ny t mc tng trng kh cao trong nm 2006: t 20-25%. tham gia vocuc chi ny nhiu thng hiu quyt nh u t ln nh VinaCafe vi mt nh my c phho tan 20 triu USD, vi cng sut 3.000 tn/nm, Trung Nguyn th c mt dy chuyn snxut c ph ho tan G7 ln ti 10 triu USD, cng sut 2.000 tn/nm...

Ngoi nhng tn tui kinh doanh c ph ho tan quen thuc nh NesCafe (Nestle), VinaCafe,G7Coffee (Trung Nguyn)... cui nm 2006 th trng xut hin thm cc nhn hiu mi nh

Caf Moment (Cng ty CP Sa VN - Vinamilk), Max Coffee (Singapore). K t lc , "chic

bnh" ca th trng c ph ha tan c chia li.

Nh vy, tnh cho thi ti thi im hin nay trn th trng cafe ha tan Vit Nam c chnh

thc 5 cng ty ln tham gia vo th trng ny nh sau: Nelse, Trung Nguyn , Cty c phn C


8/13

ph Bin Ha, , Cng ty CP sa Vit Nam- Vinamilk, Maccoffee( Singapore) v cc cng ty nh

khc.

3. Cc i th cnh tranh chnh:

1. Nescafe ca Nestle:

L nhn hiu c ph ha tan hng u trn th gii vi b dy lch s 70 nm. Nescaf l kt qu

ca mt cuc nghin cu v pht trin ko di by nm lin trong phng th nghim Thy S

ca Nestl vo nhng nm 1930 ca th k trc.

T n nay, thng hiu ny vn lun tp trung vo nhng sng to t ph trong vic

thng thc c ph. Nm 1994, h pht minh ra quy trnh gi nguyn hng thm, mt ci tin

cht lng quan trng cho cc loi c ph ung lin.Nhng sng to t ph ny bo m cho

v th hng u ca thng hiu Nescaf trong th trng c ph ung lin ca th gii. y

cng l thng hiu nc ung ln th hai ca th gii ch sau Coca-cola, vi khong 3.000 ly

c ung mi giy.

Ti Vit Nam thng hiu ny tr nn quen thuc vi hu ht mi ngi v 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 dung.

2. Vinacafe ca Cng ty CP caf Bin Ha:

Bt u i vo sn xut t nm 1979, sn phm ca Vinacafe ch yu xut khu theo ngh

nh th sang cc nc ng u v Lin X c. Th trng trong nc cn qu xa l i vi sn

phm loi ny.Tuy nhin, bc sang c ch th trng, ng trc mi trng cnh tranh mi,

ban lnh o Vinacafe xc nh hng i ring cho mnh l tp trung pht trin th trng c

ph tan.

Vinacafe cng bit tn dng li th sn nh khi ch trng vo vic tuyn truyn, qung b sn

phm. Cha y 10 nm, Vinacaf pht trin quy m ln gp hng chc ln. Vi nh my sn


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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 th xem l i th ng gm nht m Trung Nguyn phi i mt trong giai on

hin nay.

3. Caf Vinamilk ca Cng ty CP sa Vit Nam- Vinamilk:

Sau mt thi gian nghin cu, tm hiu khu v v thi quen ung c ph ca ngi tiu dng Vit

Nam, Cng ty C phn Sa Vit Nam - Vinamilk cho ra i sn phm Vinamilk c ph hon

ton mi, p ng gu thng thc c ph ca ngi Vit l c ph ha tan c hng v m

nh c ph phin truyn thng

Vi tm huyt to nn sn phm c ph ha tan c bit ngon vi hng v m ca c ph

phin Vit Nam, Vinamilk mnh dn u t mt nh my c ph hin i 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 vitham vng a dng ha sn phm, Vinamilk nghin cu v cho ra i sn phm caf ha tanln u tin xut hin trn th trng vo thng 7/2006. Mc d ra i sau Nescafe, Vinacafe vTrung Nguyn nhng vi nhng n lc khng ngng ca mnh th trong thi gian khng xaVinamilk c th tm ra ch ng ca mnh trn th trng ny.4. Maccoffee ca Maccoffee ( Singapore):

Nhng nm u ca thp k 90 chng kin nhng chuyn bin mang tnh cch mng VitNam. 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.


10/13

Trong nhng nm qua, ngi tiu dng la chn MacCoffee v hng v m , cht lng

tuyt ho ca MacCoffee v bu chn MacCoffee l c ph ho tan s 1 ti Vit Nam.

5. Sn phm thay th: c ph lon ha tan

Trong nhng nm gn y, ngoi nhng sn phm cafe rang xay v cafe ha tan thng thng,

ngi tiu dng Vit Nam bt u lm quen vi sn phm cafe ng lon c th ung ngay m

khng cn pha ch. Loi sn phm ny thu ht c nhiu ngi v tnh tin dng v ph hp vi

cuc sng hin i lun bn rn.

a. Caf lon ha tan Birdy:

Birdy l sn phm c ph ng lon mang phong cch hin i c lm t nhng ht c ph

thng hng. Ti Thi Lan, c ph lon Birdy do cng ty Ajinomoto phn phi l thng hiu c

ph ng lon s 1 gn 20 nm. Hin ti, sn phm cng ang c bn ti Indonesia v

Campuchia

Sn phm c mt trn th trng, do cng ty Ajinomoto Vit Nam phn phi, t nm 2008.

b. Cafe lon ha tan VIP:

Ngy 15/11/2009 va qua, Tn Hip Pht tip tc tung ra th trng sn phm Cafe VIP - c ph

sa thm ngon trong chai nha tin dng.

Hng n mt phong cch ring khi thng thc c ph - phong cch VIP, vn l hng v

quen thuc ca c ph phin truyn thng nhng khng mt nhiu thi gian, Tn Hip Pht Group

a n ngi s dng s hi lng v t ho v mt hng v Vit trong sn phm Cafe VIP.

c. Caf lon ha tan ca Nestle:

Nhn thc c nhu cu ca ngi tiu dng Vit Nam i vi cafe ung lin c hng v m

ca cafe Ty Nguyn, t hn hai nm trc, cng ty Nestl Vit Nam bt u nghin cu

v u t sn xut cafe ng lon


11/13

Vi nhng cng ngh pha ch ni ting ca Chu u, s dng ngun nguyn liu cht lng cao

qua s chn lc k lng ca h thng kim sot cht lng ca Nestl ti nh my ng Nai,

n nay, nhng sn phm NESCAF ng lon u tin "Made in Vit Nam" ra i.

4. Mc tiu :

Trc ngy 23/11/2003, trn th trng cafe ha tan Vit Nam, Nescafe l k thng tr vi th

phn chim khong 60% ton th trng. ng sau Nescafe khi y l Vinacafe vi 38.45% th

phn. 5.6% th phn cn li l khong trng dnh cho cc thng hiu khc. Bc vo th trng

ny khng lu trung nguyn ngay lp tc tuyn chin vi i gia nescafe. Trung nguyn t ra

mc tiu v cng to bo l phi ginh git th phn vi nescafe v vn ln thnh ngi dn

o th trng.

Khng nhng vy, mc tiu xa hn m Tung nguyn t ra cho G7 l lt th thng tr ca

cc cng ty c ph a quc gia nh nescafe, Starbucks... a thng hiu c ph G7 ra trng

th gii.

5. Cc chng trnh marketing :

a. Thm nhp th trng : tuyn chin vi Nescafe :

Trc G7 c sn phm c ph ha tan khc ang c mt trn th trng: Nescafe,

Vinacafe,...Trong , Nescafe l sn phm ang dn u th trng v c ph ha tan. iu ny

c ngha l Nescafe s l i th ng gm nht i vi G7.Nhn bit c iu ny nn G7

chn cho mnh chin lc marketing ph hp. Tuy nhin, G7 lm cho nhiu ngi ngc nhin

khi chn chin lc marketing "thch th trng" i u vi Nescafe trong khi chin lc

ny thng c cc doanh nghip hng hai, hng ba trn th trng p dng.


12/13

Ngy 23/11/2003, Tp on Trung Nguyn chnh thc tung nhn hiu c ph ha tan G7. Trung

Nguyn t lu c trit l kinh doanh "dn tc tnh" vi khao kht khng nh sc mnh ca

thng hiu ni a mt cch cng khai, mnh m. Do vy, khi tung G7 ra th trng, Trung

Nguyn khng n thun dng cc hot ng marketing thng thng gii thiu sn phm

mi, m cn t gnh vo mnh s mnh th i u trc tip Nescafe - mt thng hiu nc

ngoi ang thng tr sn nh. Theo lnh o ca tp on ny, Trung Nguyn chp nhn lm lnh

tin phong khch l tm th mi cho doanh nghip VN trong vic dm cnh tranh trc tip vi

cc thng hiu quc gia - iu m trc , trong mi trng kinh doanh Vit Nam vn cn

him thy.Trong nhiu hot ng truyn thng, Trung Nguyn khng ngn ngi cng khai thng

ip ny.

b. chng trnh "Ngy hi tuyt nh G7"

Vi vai tr "thng tr", Nescafe "p t" khu v caf ca ngii nc ngoi cho ngi tiu dng

Vit Nam. Trong cc din c xc lp kh vng chc , G7 vo cuc bng nhng chiu

thc rt mnh m v bt ng. Trong , "n" to bo l mi ngi tiu dng "th mi" sn phm

trong chng trnh "Ngy hi tuyt nh G7" c t chc quy m ti Dinh Thng Nht. Hn

35000 ngi tham gia ngy hi ny. Ti y, Trung Nguyn mi ngi tiu dng ung th 2 ly

c ph ho tan, mt ca G7, mt ca Nescafe (ngi tiu dng khng c cho bit nhn hiu

trc khi ung) v so snh xem h thch sn phm no hn. Trc khi tin hnh cuc th

nghim c ph ny, Trung Nguyn gi th thng bo cho Nescafe v sn sng cho mt v

kin nu c. Kt qu ca cuc "th mi" cho bit c 89% ngi tiu dng chn G7 v 11%

chn Nescafe: Trung Nguyn thng li hon ton trong chin dch ny! Mt "n" to bo khc:

Trung Nguyn t chc ung th c ph G7 ngay trong cao c ni Nescafe t tng hnh dinh, ri

nhng "roadshow" tip th rm r ca G7 ng lot trn cc thnh ph ln v c nc...

c. Chin dich PR

Tuy nhin, trc mt i th qu mnh v c tim lc ti chnh, kinh nghim v uy th, Trung

Nguyn xc nh "chin thut" chnh l hng vo tri tim v tinh thn ca ngi tiu dng Vit

Nam. Trc khi cuc chin chnh thc din ra, Trung Nguyn thc hin nhng cuc tuyn


13/13

truyn bi bn nhm vn ng tinh thn v ku gi s ng h ca cc i l, nh phn phi v

ngi tiu dng. Cng ty ny m u bc th ng gi ngi tiu dng bng cu "knh tha

qu ng bo" v nhng li l rt tha thit khi gi tinh thn dn tc. ng thi, Trung Nguyn

cng hon ton "nh bi nga", trnh by rt r cho cc i l, nh phn phi ca mnh bit

nhng im mnh, im yu v c nguyn vng ca mnh trong mong mun c ng h, c

ng hnh nh mt thng hiu Vit Nam ang i tin phong. n "gi G", cng ty cho fax ng

lot cc bc th ng n cc i l ca mnh...

Kt qu kh m mn: 89% ngi tiu dng chn G7 v 11% ngi tiu dng chn nhn hiu kia.

Ni cho ng ra Trung Nguyn thnh cng v khng ch xy dng chin lc i u cho mt

sn phm 100% Vit Nam l G7 m tht s h pht ng mt cuc chin v thng hiu Vit

vi v kh l cht lng sn phm v vn ng s ng h, hu thun ca ngi tiu dng Vit,

knh phn phi Vit.

Bn cnh , Trung Nguyn cn phi hp vi Bo Thanh Nin thc hin chng 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...

d. Chin lc Franchise:

Sau khi c thng hiu mnh v v th vng chc trn th trng trong nc to nn tng cho

nhng bc tip theo l thm nhp th trng ton cu. Hin ti Trung Nguyn ang c h thng

ca hng i l nhng quyn rng ln trn khp c nc v mt s t ti cc nc khc nh:

Hn Quc, Singarpo, Hoa K,....

Trung Nguyen v2-1

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