Đề Tài: Phân tích hiệu lực chính sách sản phẩm của tập đoàn cà phê trung nguyên docx

Bài tiểu luận

Phân tích hiệu lực chính sách
sản phẩm của tập đoàn cà phê Trung Nguyên
MỤC LỤC
A.LỜI CẢM ƠN
B.LỜI MỞ ĐẦU
C.NỘI DUNG

1.Lịch sử hình thành và quá trình phát triển
2.Các lĩnh vực kinh doanh chủ yếu
3.Cơ cấu tổ chức của tập đoàn cà phê Trung Nguyên
  !"#$%

1.Chính sách sơ cấu và chủng loại sản phẩm
2.Chính sách chất lượng sản phẩm
3.Chính sách sản phẩm mới
!
D.KẾT LUẬN
Danh sách thành viên nhóm 5
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NỘI DUNG
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1.Lịch sử hình thành và quá trình phát triển
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(4*4*.0,4);1*..12)*(Xb#
ˆkk•4S(;67*.iE1H*BH*.(XR;1*..12)*(Xin]^1(6(;)*>k
(;/1 m`a2CP*.*4:H204UfU*0,4)'+0-*.*.4/4/*]X*4W((4U.+
(Xb1-*#S41i(
ˆkIk;1*..12)*‹*S:Qf‰((S2'd(467*.4/1/(
ˆkII;1*..12)*N&('R(R,IkBSR'S*.]W(/(ˆkII
ˆkIˆ,4)?]6M06S041i*.(X;1*.1s0
2.Các lĩnh vực kinh doanh chủ yếu
;1*..12)*N:i((\,]R*4RX(]i*.(;R*.*.*4BG*`1W('Q*4CRS*40
,4)'+0H0NO*4'P04RX(]i*.N(;…*.nBG*`1W(n04UfU*nQ*4CRS*4'`1W(
Q4Y10,4)n(;†*46M*.E12*(467*.4/1'C504'K,4a*,4snfH*N•4/*]Xn
(;12*(4-*.u12*4)*nNO*4'P004T]XR(;R*.BG*`1W(nQ*4CRS*40TS(\,
]R*;1*..12)*'e*N:g(4*.0,4)F]H,[*.*410^1(46<*.(4[00
,4)0TS(y*.*49:Q4H044*.Q4H0*4S1n;1*..12)*]c(XR;S:i(041LBG*
,4Y:]SCX*.]6M0(4F4/*<fSCx*.BG*,4Y:;)*.f/(NBG*,4Y:,4Z(4-*.n
(;1*.0W,'0SR0W,
3.Cơ cấu tổ chức của tập đoàn cà phê Trung Nguyên

.1…**4a*NP0
A sN6M*.
Œ^*ˆkkk*4a*')*N:'/0(X0-*.(2n*4:H2n0H004*4H*4
Œ7*IVkkkNSR]i*.(XIkkkE1H*0,4)(;)*(R*E1s0
A 4W(N6M*.
Œi*.•E1G*Nq(;•n]6M0]R(XRffG*n0H00412)*.S.1Q*4*.4/:
Œi*.•*4a*')*(;•n*t*.]i*.n(a:412U(nBH*.(XR
A )104J
zS:QU(‹;H04*4/:‹mS*4CP{
II. PHÂN TÍCH HIỆU LỰC CHÍNH SÁCH SẢN PHẨM CỦA TẬP ĐOÀN
CÀ PHÊ TRUNG NGUYÊN
1.Chính sách cơ cấu và chủng loại sản phẩm
H,[*.*410^1(46<*.(4[00,4)0TS(y*.*49:Q4H044*.Q4H0*4S1n;1*.
.12)*]c(XR;S:i(041LBG*,4Y:]SCX*.]6M0(4F4/*<@Cx*.BG*,4Y:
;)*.f/(NBG*,4Y:,4Z(4-*.n(;1*.0W,'0SR0W,
ŽBG*,4Y:,4Z(4-*..…:@NRX
ARXIa1AB[0Bs*.
ARXˆAQ4H('&*.
ARX@ A04*4,4K0
Ž G*,4Y:(;1*.0W,.…:0H0BG*,4Y:,SBR*Sn0S}ƒBH*.(XRnR1;:D(bND*(n
R1BDbND*Cn0,4)04U,4*n4X(;S*.`S2u
Ž G*,4Y:0SR0W,.…:0H0BG*,4Y:„DSBDNnmS:R*C0RNND0(R*nD.D*CDDn
0NSBB0bND*C
A,4)SBBR*SN0,4)C*4;)*.04R,4H*~NBG*,4Y:]^1()*CR;1*.
.12)*(1*.;S
A+NLNP00TS:d*4;1*..12)*]c04R;S]w*4~*.BG*,4Y:0,4)(46M*.
4X*.0S}ƒ04…*#i(NRX0,4)]‰(*4W((4U.+]F`1W(Q4Y1;S0H0*6+0,4H(
(;F*BG*,4Y:fSR.…:0S}ƒ04…*'0S}ƒ04…*0SR0W,;1*..12)*]c0s.‰*.
N:BSR]F]D:'t*49S/(Q4-*.04o]U*'+*.6w()1C‚*.(4-*.(46w*.:
0x*:1s*0H0*.12)*(4TE1s0.SfU(]U*''t*49S/(*9041*.''t*49S

,4)*.6w)(*9;)*.
A,4)BH*.(XRNBG*,4Y:]g0(;6*.0TS;1*..12)*Cx*.BG*,4Y:0S}ƒ
BH*.(XRfSR.…:*t:NRX']6M0,4a*NRX(4DR*.12)*N/1'•.1•(46<*.
(4[00S}D*46
A H*.(XRIA1NR••f1B(S8.9ˆVk.=
A H*.(XRˆ‹%;Sf0SRf1B(S8.9ˆVk.=
A H*.(XR@A%;Sf0S •8.9ˆVk.=
A H*.(XR>A1N(46M*.4X*.8.9ˆVk.=
A H*.(XRVA1N%;Sf0S4GR4X*.8.9ˆVk.
,4)4xS(S*;R*.N_007*Bs('(4*40-*.0TS*4c*4/10S}D;1*..12)*
`D:04y*.]c•fcR4xS•'+C6N1\*(4dfW(*.wII‡ˆkk@;1*..12)*04R;S]w
BG*,4Y:0S}ƒ4xS(S*?n04J*4(4[0(12)*04U*'+*DB(0S}D]S*.04U*47*
Vk‘(45,4^*0S}ƒ4xS(S*'+,467*.04a:•]H*4fX0H0]X.S*6+0*.R(X
/(S:(;6+0Q4;S(4U.+•;1*..12)*]cN:(4S2]Z0K0C/*(45
,4^*0S}ƒ4xS(S*(;R*.(4w.S**.‰*(45,4^**DB(0S}D.G:0x*>V‘n?04U:
ˆI‘n,4^*0x*NX(41i0'*41*4c*4/1Q4H0a2N04U*N6M0]Z:+BG*
,4Y:0TS;1*..12)**.S2(X(4w]F:B1*.:c**4W(
;R*.*t:ˆkII'E1qI‡ˆkIˆBG*,4Y:0,4)4xS(S*?0TS;1*..12)*]c
Ce*]^1(45(;6w*.0,4)4xS(S*/(S:0G'(45,4^*'BG*N6M*.?'+
@j‘(45,4^*0,4)4xS(S*nDB0S}D04U:ˆ?‘n'*S0S}D04U:@I‘
4H*.€‡ˆkIˆn;1*..12)*Q4S(;67*.:-4d*40,4)`S2]^1()*(XB)1(45
*S(D`#S;(9(4F;1*..12)*046S]g(*g*.'W*]CRS*4Bs04R:-4d*4
QRB(;R*..S]RX**2nf<:[0CRS*4(414/*(XQ49:•.H*4•*Z04,4J]^1
(6n04,4J(41):g(fh*.n04,4J*4a*')*u4R]U**S2n(120H0QRB*2:+
]'R4RX(]i*.]6M0Q4RG*.IAˆ(4H*.n*46*.(4DR]XC/*0TS;1*..12)*n
CRS*4Bs(y:-4d*4*2]S*.(t*.(;6<*.]1]g*Q4RG*.IV‘:L(1^*
S10‚*.n*U1]a2N:-4d*4]F;1*..12)*(t*.06w*.BP4/*C/*n(t*.
06w*.E1G*.fH4d*4G*4(4d;’;*.f(RH*04&*]5S]F:B|N:i((4H04(4[0
*~S]s'+;1*..12)*nf<C‚N(467*.4/1*R(4d*.6wN:(467*.4/1
0•*.:1s*09]6M0'5(;J(s(*4W(

2.Chính sách chất lượng sản phẩm
-*.(2NW204W(N6M*.BG*,4Y:n(4rS:c*BP4Nx*.0TSQ4H044*.N::K0
()104U*N6M0Q*4CRS*4bS*Nc*4]XR0-*.(2`H0]5*4B[:X*.:i(0H04;’
;*.*4W(E1H*NW204W(N6M*.4/1E1GN:**(G*.n(XRCP*.(467*.4/14*.
]^1E1S'/0:S*.NX04R*.6w(46<*.(4[00,4)*.1…*0G:4[*.BH*.(XR
'*:(P4R(;R*.,4R*.0H04;1*..12)*]\:]'t*49S/(U(
*s',4H((;F**4~*.*.6w2)1']S::)0,4)(;)*(R*(4U.+
mPS(;)***(G*.fG*B‰0't*49S/('+:S*.]U*04RQ4H04*.BP0G:*4\*
;W(Q4H0f/('0H04(46<*.(4[00,4):Na1*S24&046S(y*.]6M0fU(]U*
;1*..12)*]c*.4)*0[1',4H((;F*@kNRX0,4),4S04U09467*.'5
;)*.f/(n(XR;S•NRX:[0]i467*.'5Q4H0*4S104RBG*,4Y:0TS:d*4;1*.
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A41*t:N*]RX(G(46<*.*./(S:4W(6M*.SRCRfHR 
(Z04[04*.*t:CR04J*4*.6w()1C‚*.fd*404&*
AzG(46<*.–;*B(šR1*.‹bG*NO*4CRS*4*4a*N\,*.4/,{CR't*,4x*.
š-*.(2QF:(RH*E1s0(U(Z04[0
AG(46<*.z467*.4/1E1s0.S{CR4J*4,4T(;SR(g*.
AX(04[*.*4\*BX04nS*(R*n04W(N6M*.f<0H007E1S*04[0*t*.(;R*.NO*4
'P0QF:*.4/:(4P0,4Y:E1s0(Un]6M004[*.*4\*f<›m%8›RRCšm;1.
%C:*B(;S(R*=AK0E1G*Nq4P0,4Y:šm6M0,4Y:RSQvn07E1S*]1(U(
Q4RG*.jk‘(4P0,4Y:()1(4K<#•04R,4ƒ,*4\,Q4Y1'R(45(;6w*.#•n
4\(n–
A G*,4Y:;1*..12)*]6M04/,4i*.6w…HR8 %#=]H*4.H'
0-*.*4\*NBG*,4Y:BpCK*.]6M004R*.6w…HRu
,4);1*..12)*]6M0bi.RX.SR04&*N•XB[.RX.SRt*49S•
+*4~*.BG*,4Y:0,4)04W(N6M*.n;1*..12)*N(467*.4/10,4)/(
S:C12*4W(09:g((;)*0H00412U*fS20TSD(S:%;N*Dn]6M004&*,4K0
'K(;R*.0H0i*.45(46M*.]o*4%–n% –#n% –%ni*.4546M*.]o*4
4K~(R*0^1nRS4\1(;H]W(nRS4\1E1qf(4U.+n.SRN61i/(‹bo
ˆkk•u]6M06S041i*.(X47*V@E1s0.Sn06w*.E1s0(;)*(4U.+#•n%*4n
[0n.SnS*SCSnu'01s*t:ˆkII'ySE1SBG*,4Y:0,4)4xS(S*?'yS
04J*4(4[009:g((X4/(4s*.B)1(45–A#S;(0TS*1s0
%œ•œ%žŸD„
R;QnR*CR*nbD;N*nS;BnR;R*(Rn#RB0R„nb1CS,DB(n%:B(D;CS:nDN%''n
2C*D2nRQ2Rn DR1NnbS*.QRQn 4S*.4Sn *.S,R;Du
3.Chính sách sản phẩm mới
S4J*4BH04]SCX*.49SBG*,4Y:
Abh*.0H04(XR;S0H0BG*,4Y:0,4)4xS(S*:+0,4)(;1*.*.12)*]S*.
*.20*.(;<(4*4(467*.4/10,4)'~*.:X*4*4W(

Ž G*,4Y:4xS(S*.?09>NRX
A?@(;R*.I
A?4xS(S*
A?0S,,1004*R
Œ?0S,,1004*R4S DN*1(467*.'5*…*.**0TS4X(C•
Œ?0S,,1004*RB0;DS:
Œ?0S,,1004*R:R04S
Ž,4)4xS(S*,SBBR*SA0,4)C*404R,4H]”,
Ž,4)???0,4):X*4B12*.4O:X*4
˜™460H0BG*,4Y:*)1(;)*(S(4W2;1*..12)*(4P04/*04J*4BH04]SCX*.
49SBG*,4Y:yBG*,4Y:0W,0SR]U*BG*,4Y:0W,(;1*.n0,4)Q4-*.04o
C*4;)*.04R,4H:X*4:0x*Q4S(4H0(45(;67*.,4H]”,n'+*4~*.(H0
CK*.*.20*.*41:0,4):S*.NX(t*.067*.(;J*4+nBs*.Q4rD47*'
*4~*.(49E1D*(46<*.(4[00,4)n*4w04J*4BH04*2:BG*,4Y:0TS(;1*.
.12)**.20*.]6M06S041i*.'BpCK*.;i*.;c'+*.6w()1C‚*.n
f4J*4BH04fSRfd':<;i*.(467*.4/1
ŽbSRfd
A4c*:H04S2fSRfv09G*446<*.(+BP(4*40-*.0TS(467*.4/1+
*4~*.(4U(QU]SCX*.0G'04W(N/1'4d*4(4[0(4F4/**9]S*.N]i*.NP0]F
*.6w()1C‚*.NPS04R*BG*,4Y:*4h:]i(,4H'4d*4G*4fSRfd'IN^**~S
Q4—*.]5*4.H(;5(467*.4/10TS0,4);1*..12)*N:(t*..H(;50i*.
(4):0TSBG*,4Y:04RQ4H044*.'(4_0]Y2'/0B1W(Q4Y10,4);S(45(;67*.
(4U.+n0,4)(;1*..12)*]c(4P04/*04J*4BH04fSRfd:+
A+4d*4G*409fF1(6M*.4d*4:g((;w:&0(;R*.f1Zfd*4:*4(;)***]W(
]rfS S*'‚*.]…*_(a2.12)*(XR*)*BPN)*(6<*.;W(.^*.•*46*.Q4-*.
Qƒ:,4^*BH*.(XR0TS0,4);1*..12)*]a20•*.N(4-*.]/,:;1*.
.12)*:1s*.p(+Q4H044*.f‰(]^1I*.2:+*t*.]i*.(4*40-*.fh*.
N20,4)(;1*.*.12)*
˜™a2Nf6+0(4S2]Z04U*N6M0(4S2]Z(y041;i*.'Ba10TS(\,]R*
;1*..12)*;R*.04U*C504(4S2]Z:+*2*.R4d*4G*4(;-*.4/*]Xn

0SR0W,47*fSRfdf‰(:‰(47*(4d04W(N6M*.]6M0(4S2]Z0G(U*]\:]n(47:
*.R*47*'+*41467*.'5:+
04U*N6M0E1G*.fH(467*.4/1
A¡/(S:n(;U(Nq0,4):+:S*4*4S4U*46*.;1*..12)*]S*.
E1G*.fH(467*.4/10TS:d*4*.20*.:X*4:|fh*.0H04CPS(;)**4~*.(d:
4F1'0R**.6w(45(;6w*.<:-(;6w*.Q*4CRS*4;W((s(]c]6S]6M04/10
,4)0TS:d*4'R*.6w()1C‚*.
AbS*]^104oNI(467*.4/10,4)*R*(;•0TS/(*S:*46*.]c*4S*4049*.
(;<(4*4(467*.4/1E1D*(41i0'+*.6w()1C‚*.(;R*.'*.R*6+0
III.GIẢI PHÁP
I Hoàn thiện phương thức quản lý trong hệ thống nhượng quyền
4J*4BH04.d]F0H0*4,4a*,4s0‚*.N)*QU('+;1*..12)*:<;i*.4/(4s*.
,4a*,4s:i(0H04(s(47*¢
a*]s(4\((4-*.:*4.~4S2U1(s#i(N*4~*..H(;5nE12*NM'\(04W((;6+0
:‰(SN*4~*..H(;5:S*.(J*4(*4(4^*n(J*40i*.]…*.'09(^:`S
U104oE1S*(a:]U*2U1(s(4[*4W(:frE1S2U1(s(4[4Sn;1*..12)*04o
(4‰*.]6M0(;R*.*.‰*4X*
9fs*'W*];1*..12)**)*N:]F04U:]6M04S204U:NX(45,4^*(;R*.
*6+0nQ4*.20*.*41]s(4T0X*4(;S*4
A;1*..12)*0S:QU('+*.6w()1C‚*.04W(N6M*.BG*,4Y:N1-*][*.4*.
]^1
A*.49S0TS;1*..12)*,4G]U*.^*(S2*.6w()1C‚*.*4W(':g('\(Nqn
.H0G04R]U*4d*4G*4S0H]90-*.(2]c0s.‰*.]FN:(s(*4W(
A;1*..12)*,4G*ZNP0]FN:BSR*.6w()1C‚*.(;R*.*6+0(4W2]6M04R
fcR0TS;1*..12)*'04SB•]6M0'+;1*..12)*C‚0H0(\,]R*]S
E1s0.S'0,4)09`a:*4\,…X('R/(S:n;1*..12)*'e*.~]6M0(45
,4^*'*:(**7*.6w/(s(N’0TSz(*4(4^*0,4){N]H,[*.BPQU(*s
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fF1(6M*.0TS]5*446+*.*410^1,4H((;F*f*'~*.nNW2Q*4(U`S*4N:**(G*.
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E1H**R0TS;1*..12)*]10G:*4\*]6M0BP.s*.*4S1W2n]10G:*4\*
]6M0z,4R*.0H04;1*..12)*{
2.chuyên môn hóa vai trò của từng thành viên trong hệ thống Marketing.
U1090H0`1*.]i(*U109(4d,4G]1.G:i(0H044~14/1
;1*.*.12)*0^*09:i(04U*N6M0:+]F(U,0\*(45(;6w*.n]9N(4P04/*E1G*
(;5#S;QD(*.n]a2N:‰(`J04E1S*(;&*.*4W(]F:S*.NXNMJ0404R(W(0G
3.Trung Nguyên cần những nguồn lực mới, tinh thần mới
^**4~*.*4a*(s:+n0R**.6w:+N0H0]s(H0,4a*,4s'~*.:X*4n0H0*4a*
')*fH*4*..rn0H00H*4a*`1W(B‰0]F04_*.(S0‚*.4M,NP046+*.]U*BP(4*4
0-*.041*.n0‚*.*:(P4R041*.
4.cần xác lập một công lý thương hiệu mới cho các nước trồng cà phê trên thế giới
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NX04\1n(;H*4f5frNX(;R*.E1H(;d*4(4U.+(R*0^149S
5.Hình thành cơ chế mang lại sự hài hòa lợi ích cho mọi đối tượng có liên quan
-*.Ca*(;…*.0,4)nCRS*4*.4/,04UfU*'Q*4CRS*4n*.*40,4)/(S:
'(4U.+n0H0*.*4C1N504n(467*.:Xn(04J*4n04R]U**4~*.*.6w(4K
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6.Cần lưu ý đến vấn đề quản trị kênh phân phối
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04U*N6M0:+]F(U,0\*(45(;6w*.n]9N(4P04/*E1G*(;5Q)*4,4a*,4sn]a2N
:‰(`J04E1S*(;&*.*4W(]F09(4F:S*.NXNMJ0404R(W(0G]s(H0(4S:.S(;R*.
Q)*4
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J0404RCRS*4*.4/,
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7.Cần thương thảo với các siêu thị đế sản phẩm Trung Nguyên có thể có “chỗ đứng”
C3*4d*(4W2nC3(d:47*]s'+Q4H044*.]B)1(45
8. phát triển các cửa hàng bán lẻ theo phong cách chuyên nghiệp hơn
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9.Tái xác lập hình ảnh thương hiệu mang đậm bản sắc và lòng tự hào dân tộc.
10.Phát triển nhanh chóng mạng lưới phân phối dựa trên nền tảng hệ thống nhà phân
phối, đại lý và các cửa hàng sẵn có trên thị trường†
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*.*44*.*4h:,4H(412*t*.NP04RX(]i*.0TS(y*.*4,4a*,4s†4M,B[0'+

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11. Phát triển nguốn nhân lực chất lượng, hệ thống IT đảm bảo chất lượng dịch vụ
của công ty
KẾT LUẬN
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