class="bi x0 y0 w1 h1"
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
ST
T
&'()* +, -*.'/0
Đánh giá
1
.123*4567*.
8*49:(;6<*.=
>?@ A:BCD
A9*.E12F*
Tốt

:+
Tốt
9
*4454H*412* >?V AH0NO*4'P0Q*4
CRS*404T2U1
Tốt
10
.123*4541
67*.
>?V A4J*4BH0404W(N6M*.
BG*,4Y:
Tốt
LỜI CẢM ƠN
4_*.D:`*04a*(4*40G:7*
G*.')*.123*bGR.&0]c(\*(d*4.G*.CX2'46+*.Ce*
_,04_*.D:4R*(4*4f(F1N1\**2
4S2:g(*49:V
49:(;6<*.
.123*4567*.
LỜI MỞ ĐẦU
;)*(4U.+]c04[*.:*4;h*.0,4)(4\(BP(;<(4*4:i(*.*40-*.
*.4/,'+(Z*..H(;5.SRC504(R*0^1Njk(l mn04o][*.BS1C^1NpS'
.H(;54*.4RHn'6M('*.fX0n]HE1qnC^1:r]F(;<(4*44*.4RH]6M0]^107
*41*4W(.*4*2]c:<;i*.'04[S]P*.0H02U1(s(04J*4n(467*.:Xn
]^1(6nC1N504n't*4RHnQ*4(U(;(4[0nC1N504B*4(4HnC1N5040,4)u
,4);1*..12)*N:i((4*40-*.QvC/10TS`a2CP*.(467*.4/1
(X/(S:(;R*.(4w.S*E1S4o(;R*.'x*.V*t:n(y:i(`6<*.BG*`1W(
*4r(Xb1-*#S41i(, ;1*..12)*]c09:g((X:&:*]W(*6+0;1*.
.12)*]c(4P04/*:i(01i0`a:*4\,(45(;6w*.*.RX*:K0*4W((;R*.N504Bp
`a2CP*.(467*.4/1/(S:46*.]FfU*:d*4(4*4z'PS0,4){0TS

ˆkkˆ G*,4Y:;)*;S]w
ˆkk@S]w0,4)4xS(S*?'`1W(Q4Y1?]U*0H0E1s0.S,4H((;F*
ˆkk>#<(4):E1H*0,4);1*..12)*(X4\(bG*n:X*.N6+€kkE1H*0
,4)(XnIˆI*4,4a*,4sn?kkk]F:fH*4*.'V•nkkk0pS4*.fH*N•BG*
,4Y:
ˆkkV4H*4(4*4*4:H2;S*.`S2(Xb1-*#S41i('*4:H20,4)4xS
(S*N+**4W(/(S:(Xbd*4m67*.'+0-*.B1W(;S*.`S2NIknkkk(W*‡*t:'
0,4)4xS(S*Nˆnkkk(W*‡*t:
ˆkk€:5*44d*4070W10TS:i((\,]R*'+'/0(4*4N\,']6S'R4RX(]i*.
0H00-*.(2:+?#S;(n;12*(4-*.S:/(nD(*S:NRfSNS(DŠS2
ˆkk?-*.fs(;U(Nq0,4)'Q4<]i*.CPH*z4T,4T0,4)(R*0^1{(X
b1-*#S41i(
ˆkkj4S(;67*.4/(4s*.E1H**46M*.E12*:+</(S:'E1s0(UnQ4H*4
(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

,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
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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(

0S}D
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04U(`1W(]g0f/(n0,4)?09467*.'5Q4H0f/(n]\:]g0'E12U*;•n]_*.
z.1{(46<*.(4[00,4)/(S:
,4)SBBR*S
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0S}}D*,4‚4M,]H,[*.z.1{(46<*.(4[00,4)0TS,4H]”,g0f/('+fJ
E12U(;)*.0TS0H00412)*.S0,4)4*.]^1nSBBR*SN^*]^1()*BpCK*.
]6w*.t*Q)*.'09fZB1*.0H0C6“*.04W(RNNS.D*n(S:*0‚*.0H0NRX
(4GR:i0467*.-*.E1q4U:._,N*CSQ4rD]”,(s(04RB[0Q4rDBG*
,4Y:]g0f/(04o09<;1*..12)*nSBBR*S]D:]U*04R,4K*~BP(o*4(HRn
(\,(;1*.':i('•]”,E12U*;•]FBs*.(;&*'+]S::)'(4*40-*.(;R*.
01i0Bs*.
S}DBH*.(XRNBG*,4Y:]g0(;6*..‰*N*'+()*(1Z0TS;1*..12)* S1
Q4BG*,4Y:*2]6M0(45(;6w*.04W,*4\*n;1*..12)*]c*4S*4049*.*‰:
f‰((454U10TSQ4H044*.n]^1(6,4H((;F*(4DR041Ba1(XR*)*:i(Cx*.BG*
,4Y:0S}ƒBH*.(XRfSR.…:*t:NRX']6M0,4a*NRX(4DR*.12)*N/1'•.1•
(46<*.(4[00,4)*46
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0,4)1NRf1B(S*.R**4W(n:‚(47:*4”n'547]‰*.'*6+0,4S:1*a1
]\:W(*.R*Q4C‚*.*9*.4Rg01s*.'+B~S4J044M,'+*.6w09
z.1{(46<*.(4[00,4)]\:
H*.(XRˆA%;Sf0SnRf1B(S8.9ˆVk.= PQU(4M,0TS4SNRX0,4)Rf1B(S
'%;Sf0S]D:]U*04RfX*:i('5):n:‚(47:*4”nQ4,4S04R*6+0:1*a1
*4X( G*,4Y:*.R**4W(Q41s*.*9*.4J044M,'+*.6w09.1(46<*.(4[0
0,4)]\:'yS,4G
H*.(XR@A%;Sf0S •8.9ˆVk.=4~*.4X(0,4)%;Sf0SB•]U*(y'‚*.]W(
(;…*.0,4)*Z(U*.b1-*#S41i(n]6M004&*NPSQ•N6“*.]F(XR;S:i(BG*
,4Y:0,4)09467*.(47:E12U*;•n'5*4”n*6+0,4S:1*a1*4X(4S'+B~S

/(‹:i(.G(46<*.N+*0912(J*CRimRS*4*.4/,;•(Z04[04*.
*t:*4h:(-*'*40H0CRS*4*.4/,]c09*4~*.]9*..9,`1W(B‰0(;R*.4RX(
]i*.BG*`1W(Q*4CRS*4'.9,,4^*'R'/0,4H((;F*Q*4(U]W(*6+0
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(

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*¢
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:‰(SN*4~*..H(;5:S*.(J*4(*4(4^*n(J*40i*.]…*.'09(^:`S
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]^1
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fcR0TS;1*..12)*'04SB•]6M0'+;1*..12)*C‚0H0(\,]R*]S
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,4^*'*:(**7*.6w/(s(N’0TSz(*4(4^*0,4){N]H,[*.BPQU(*s
BMCa2N)*QU(041*.z0,4){nBPBH*.(XRn(45*4'6M*.(;R*.4xSfd*4n]…*.(4wN
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‹BP(;6w*.(…*0TS0R**.6w';H]W(

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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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*41u='4d*4(4[0E1H*0•*.0^*04o*4(;S*.(4DR,4R*.0H04;1*..12)*n]F
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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'+