Phân tích chiến lược kinh doanh của Trung Nguyên giai đoạn 2014 2020

Trung Nguyen Coee
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A 1'
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Tầm nhìn
: Trở thành một tập đoàn thúc đẩy sự trổi dậy của nền kinh
tế Việt Nam, giữ vững sự tự chủ về kinh tế quốc gia và khơi dậy,
chứng minh cho một khát vọng Đại Việt khám phá và chinh phục.
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Sứ mạng:
Kết nối và phát triển những người yêu và đam mê cà phê
trên toàn thế giới.
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Gía trị cốt lõi:

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- Khát vọng lớn
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- Tinh thần quốc gia, tinh thần
quốc tế.
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Không ngừng sáng tạo, đột
phá.
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-
Thực thi tốt.
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-
Tạo giá trị và phát triển bền
vững.
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Giá trị niềm tin:
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-
Cà phê làm cho thế giới tốt
đẹp hơn.
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Cà phê là năng lượng cho nền
kinh tế tri thức.
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-Cà phê đem lại sự sáng tạo,
hài hòa và phát triển bền vững
cho nhân loại.

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#/ 7"c"*5VVKKX&/Y""5VVKK+H?>:
54]X"VK&K"VK/#;
 
T3BCDEFC4C4BGFD^L
•
X"VKH?>?52'ulR!2-"cX"VK"c:D
?T'-;J?F!X&":T"C"Dk @M!X"VK?g
E 4 T"#PI"Ik @M?k;X64:2
' " # P  " ' N; 'l! X"VK    =5 
=v?>Bl/b""2'"#P0X&;
 
T3BCDEFC4C4BGFD^L
•
&K"VKLg"#P?> #D66+B=:/k"
[Rl!&K"VK/@C@6"8/63"cD6!"p
*5"i*5/;0X&!&K"VK"F4:2'"#P6
"';'l;
 
T3BCDEFC4C4BGFD^L
•
5K w X/ *VW ^g "j 3" h x k  @M$ X/ ?g

0=0?>@4:"#?06q8>< `J!
 #=j";<0]@C!"';Z'l?T
5 k  @M " #; J  @C  " # P  5K 
"!X/?=1/b"5@C6X/*VW;
 
 
T3BCDEFC4C4BGFD^L
•
""5VVK =@M @ H +F; &K"VK "F /A D 98" D; X"VK! QR!
X/ *VW'4 uX &!98"  ?3 3  # D6 B
'-"#s'TY/y!F9K"c@M#=oX#
z
;
{+#?B"F3"0 ##n""?8?> b"=n"
:?98"": 5@6"]D #:"'

 
U3_`abc_DcdeCDfJgE4hij
=HDkhhL
•
Fl  m2 : %(  0X 
=YY01 :6X
  4 n _o OY X 2
#-O- p4>  DD qres 
,tF]T7UL

 
U3_`abc_DcdeCDfJgE4hij
=HDkhhL
•

Fl  m2 : %(  0X 
=YY01 :6X
  4 n _o OY X 2
#-O- p4>  DD qres 
,tF]T7UL

 
U3_`abc_DcdeCDfJgE4hij
=HDkhhL
•
Fl  m2 : %(  0X 
=YY01 :6X
  4 n _o OY X 2
#-O- p4>  DD qres 
,tF]T7UL

 
U3_`abc_DcdeCDfJgE4hij
=HDkhhL
•
Fl  m2 : %(  0X 
=YY01 :6X
  4 n _o OY X 2
#-O- p4>  DD qres 
,tF]T7UL

 
U3_`abc_DcdeCDfJgE4hij
=HDkhhL
•

Fl  m2 : %(  0X 
=YY01 :6X
  4 n _o OY X 2
#-O- p4>  DD qres 
,tF]T7UL
CHI N L C S N PH M : ĐA D NG HÓA VÀ Ế ƯỢ Ả Ẩ Ạ
T O S KHÁC BI T Ạ Ự Ệ
G7 3IN1
51,600 VND
G7 HÒA TAN
ĐEN
21,300 VND
G7 3IN1
46,500 VND
G7 3IN1
58,600 VND
HOUSE BLEND
37,100 VND
GOURMET BLEND
47,400 VND
PRE MIUM BLAND
136,000 VND
SÁNG T O 1Ạ
38,100 VND
SÁNG T O 2Ạ
44,300 VND
SÁNG T O 3Ạ
53,600 VND
SÁNG T O 4Ạ
60,800 VND

SÁNG T O 5Ạ
74,200 VND
CHI N L C S N PH M : ĐA D NG HÓA VÀ Ế ƯỢ Ả Ẩ Ạ
T O S KHÁC BI T Ạ Ự Ệ
SÁNG T O 8Ạ
396,000 VND
SÁNG T O 8Ạ
199,500 VND
G7 3 IN 1
116,000 VND
G7 CAPPUCCINO
MOCHA
50,000 VND
G7 CAPPUCCINO
HAZELNUT
50,000 VND
PASSIONA
43,500 VND
G7 CAPPUCCINO
CHOCOLATE
50,000 VND
G7 CAPPUCCINO
HAZELNUT
78,100 VND
G7 CAPPUCCINO
MOCHA
78,100 VND
G7 CAPPUCCINO
CHOCOLATE
78,100 VND

G7 2 IN 1
45,700 VND
LEGENDEE
990,000 VND
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WEASEL-THE KING
OF COFFEE
16,000,000 VND
DIAMOND
522,000 VND
CAFE T IƯƠ
CHI N L C S N PH M : ĐA D NG HÓA Ế ƯỢ Ả Ẩ Ạ
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05 "{2-?=0?@A"T+=P2- #+/2
-q! "'"5"';
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J2-q&F2-:1+/50L50&YmJ3"8!/50<|
m4s!/50NJm*I";
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J2- "'Q1"4"2-(5!*(#J405!Q5 K/K!
)5K/K=!*(#*D(!)0OS:}
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J2-"5"'Q1"4"2-~KK/!5=*5//K"5!LKK=KK!*/"
/K=}
CHI N L C S N PH M : ĐA D NG HÓA VÀ Ế ƯỢ Ả Ẩ Ạ
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~_aJ_Li)_|&Q•t*•tt__*at€*)•&$

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^@A""D+Dun0"#"5"1l5//#K 5+5[
 @6"2 5!4UU`J 5+4 #|K K;
 :B:DB/50"#un"5"1)@C8 5n 0"
# /6B"5:#;*h"sn92"#"jsC
5'?Tl;*j/50_‚:D u=0=:/50?E://#K0
"# 5+5[ @6"2 5K5?@M#F!?g05 k?G"+"c
"#! 594 ]/#K/#/50"#"oC5!?"?45
"oD5;
X&/ 598" #D6"P"F/50"#:B50:;J2
/@A"#"1 #5D6"p52<l;X]"#"1//50?G"
29yD?H4'D6;
 &:#?g"s/s"n0"#"1:#c:8'!
DA6+j9:D"D(@C^?"?45?g"5 ?M=P2-
"#"13?G"+'D6;
CHI N L C S N PH M : ĐA D NG HÓA VÀ Ế ƯỢ Ả Ẩ Ạ
T O S KHÁC BI T Ạ Ự Ệ
L_Q_&__
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 &:#?g=:"#"3!]P+,@C4
ƒ/#Ks"ƒ?g405"9: ]'c"#Eb
=r  5"CT*1)@C5=g,05#/50"#
:#/?G"+"5b ?M"cƒ:(-*(#LKK=KKƒ
?T=Y/#@M:#"#.@Ck=„?G"H"7…hC
A1"23+'E!nhY:405'>!b
p3""5??T05#n+@6"5G/k"["5"j]
g;
*#LKK=KK//50"#=:'?@A""sI"I"5"4"
)k5">@aJ_!a(_*!~_t}!/9G?G"+
"5"4"&:#c98"!"4"d8"X@C?@A"&50

Q5"s/^0J3&50Q5Xl)F;
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CAFE TƯƠI : L†*‡()ˆ^‰*))Š*m`†‹&Q•&!`†‹JŒ*);
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*(#@C/@6""8"#:#"'?@A" j"/:55un0"#
O5+5':#8""co?'"#qD;
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*(#@C?@A"2' #=Y:":B""D+D?0'D6
+j9:D #"c &:#?T?2+25"'/@A/:"#:5!:0"
"5@M@3";
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5+94 ]2'*(#@C?@A"b" 5 @M o:
?8Wju:#/?D-"8"o;
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**(#@C?0/>?>#0X&* j"/:"Y
i 5n"?509 s'"c"*(#@C?T+25?2
"'/@A:25w@Ckb#"c"#;d: ] j"/:?@A"T54
+>B":#+!h+25?28'"4":#">HKB?!M
?T/':?@A"'"2n"'"#?K/0/:"#?j"b"!?E?!C
5;
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j9:DT5"W?@A""4"":#"# &:##"3!
405 #,?K/02-:5
CHI N L C S N PH M : ĐA D NG HÓA VÀ Ế ƯỢ Ả Ẩ Ạ
T O S KHÁC BI T Ạ Ự Ệ
(aJJ|•&ai*‡()ˆ*•a()Ž|^•(
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 &:#6Z@Ck4"!?D"5+0+@E?"?451
l/@AC1ny@405
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5=a +"X&$’O5+;
5=<a +"‘"/K5$
5=Na +"K:$’O5+$;
5=Ua +"J K5*5/5+$’O5+$;
5=Za +"_5:B50$
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&:#cd8";
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XY:&!I:^T"•:#j""4""c&
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&C=:'TlF*VW"cDQ6"VW;

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^0"4"':"3E;