Bản thảo đề án môn học chuyên ngành
Một số kiến nghị đối với việc xây dựng chiến lược bảo vệ thương hiệu cho
cà phê có xuất xứ từ Buôn Ma Thuột khi tham gia thị trường quốc tế .
GVHD: Nguyễn Quang Dũng
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
!"#$%&''
Mục lục
Việc đánh mất thương hiệu của cà phê Buôn Ma Thuột tại thị trường
Trung Quốc là một sự nhắc nhở các thương hiệu Việt Nam, là bài học về
bảo vệ tài sản trí tuệ cho các doanh nghiệp Việt Nam. Vì vậy ngoài việc xây
dựng thương hiệu thì việc bảo vệ thương hiệu cũng là một vấn đề hết sức
quan trọng và cần thiết
Mỹ vẫn là thị trường xuất khẩu cà phê lớn nhất của VN
- Thứ nhất, Hiệp hội Cà phê Buôn Ma Thuột đã được thành lập 17
Thứ 3, Đã tổ chức 3 lần Lễ hội cà phê Buôn Ma Thuột: Cơ hội của cà phê
Việt18
I. Lời mở đầu :
Lí do chọn đề tài :
()*+,-.)/0.1203,4540
(678"9:;<080=+>46"/0?0=0*0<(
2@()*+1<(2A26!014
B0C6D0E0D<(2FBC1(GFBC0D20
<(26!H6*F"9I20=+C4540(@
AAF6B9(24J263FKDL@
MNO1<(0A2BF540"H204J
20P ,0=QMM6!B6MR6,0)3
$/0@D943>6.(C6,<(0=4J2
45)/0.1+$/0>45SF:>F0=4J2
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Việc đánh mất thương hiệu của cà phê Buôn Ma Thuột tại thị trường

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d6F*0@#I"H*0B26D>./).6>c.0C
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0kk1B36W0E>W/D_><.0=0
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664c0-6>>(C6F/F.1FI0c0(2030*06]
6]0W02@:00gT0(hhB0V>G>(C0W
64c0  64  (  ]  j  2  6_    C  P    ,@
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d6F/1I-I0c136,0(ZqOO[OOr6!0("9:2
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%
%
470F6-6Js0B5B7/6!b.k#W
t@A+.14B90=W0=f*).66_436]

(0=QkkD01d6<P ,D(B/
09,-.)/0.@|2C4J20P ,6!64c0
<d00(0kk@
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1.1.2 Đặc điểm của Café Buôn Ma Thuột
}M1A2SF:Z1[1N2F0W16YY
.10Q"P[S@~H0P ,1kk6!0DM
+0[0"9>4c0.OU0=0940@#P 
,b.0QB3"9>4c0?B34JJ(@4J
20P ,b.0Q(40@
Bảng 1 : TÌNH HÌNH SẢN XUẤT VÀ XUẤT KHẨU CÀ PHÊ TRONG 5 VỤ
CÀ PHÊ 2005/06 ĐẾN 2009/10
8 a/  >4c  SF  :
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NOO;Oz ee@q& &Nz@''q@e'& @Ozz1
NOOz;Oe @O&%@'&e @&z@%&e@zq% @qz%1
NOOe;O& @Oee@OO' N@O&e@OO'@Oe& @'%e1O
NOO&;O' @zO@eze @ee@'q&@ze @%O1O
NOO';O @e@N @zz%@Nz@qN @q%z1'
 ( Nguồn: Sở kế hoạch & đầu tư tỉnh Đắk Lắk)
Các yếu tố ảnh hưởng tới cây cà phê ở Buôn Ma Thuột
[F6
#0D0w0M"W(6F6F]090D_"WeO03>1
(*  I1    40  /@  #F  >4c  6F  ).  6  0F  >4c  0  @
FBm0*0#(C0>j>I0cF0(0W0
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0(dZ0=

 %&O qOO
i> NOO NOO
#< 'OO 'O
8‚ &O 'OO
|$/0 ze eO
f> OO zOO
>" NO NO
Nguồn: USDA
[ Các khách hàng, thị trường chính:
Trị giá cà phê xuất khẩu 2 tháng năm 2012: 313685 tấn tương đương với
639568.139 nghìn USD.
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[ Mỹ vẫn là thị trường xuất khẩu cà phê lớn nhất của VN
‡F:00=A2(MNO406CY00(x>80N1ex•`
0(1N2F10?>C6b"/>4cSF:4M
q1qU*"(MNOO@ ‚ˆ>450>F0=A2
    1eU    _    .  (  >  Y0    O1U@
,"/45*06!0(FY0M434J6/4PQTM'N1&U
>4cMFB*(MV|TMqz1qU"/>4c
>_M*(MV@T(Bộ Công Thương)
- Trung quốc: (GM_6W145$/060DS40(
/0>72(0*010(-)*//@
A<W"/x451$/0H0"H>,45M0(
A2@
|2,0A2<HB*((4J>1$/0"ƒ>,(
G450=>H00(SF:0A2@
|2$/0[,(45450SF:0=A2
[ Thị trường tiềm năng:
|$/0>45M0(SF:0A2

()R^A;NO@4-1"(1N2F*N1ex•`0=SF
:0(MNO+>4c0SF:(MNON0=A2
"ƒFJOO@OOOF1(6D1C00E9(9eOO2
•`@
(6D1<(9430=5.BF>c>0("WB2M1"9
>4c"893,"/H0"9SF0b0Y00)/0.^#Š
<HB*(1b"9>4c0(0_(8NO;N9S/Y0
N&1z2B(+%%12B(0=8NOO[NO@
4-1b"9>4c0(0_(MNON"(MNO"ƒ0D
Y09%1qU1,x>24J6/0(0(,SF:"940

1.2.1.2 Luật pháp:
[|2(0*0MB9*>R0=A20D*2
4J2@(,0*06J9F14J20D7>BFv0*+64c0
k>"9:(o0<08\>0(064c0-B.<<
*0B20*0"9:0d>(C@D0D7B(]!2D1
4JC1SFSYD10Q<ˆ6>R@
[!2D><F2<d67WB2(*1<080=0*0b
0Y010*W*0Tq1-3GI2NOOV@
&
&
[4JC>w0=b0Y010*W<d((C6,<(
67WB20=7<(w6D0=7<(*0(
0d>‹H0H0<(Tq1-3GI2NOOV@
[#Q<ˆ6>R><F2<d670Q"9:0D]/0ZH016
4J1d>!b)/0087Tq1-3GI2NOOV@
[‡FSYD>40(o0d>!bJ"9SF(B,
D(o0JH0206(C0.B.0JB90/0d6/D(
45c0D40(o0d>!b()*+"9SF6D
T%16&';NOOz;[#f%O;';NOOz!DV@

.‡aT"Pm>V14H0.0(F1_."9:00=
40SF>0=.1Y00QB*3<CW@#I66!
.0(4500=40>8,0(GB.6,0=
45.1047*SF0EFF@~W0.B.1.
SF100Q64c0N@OOO•`;F14.0.B.0?1*
0D7>z@OOO•`;F@#*0<(2FB.614<(/6_
4>1>!"F0(04>64c0@.400D0J0.0I"*00(
/>!"Fc>R+0*0<(2"ƒ>564c0ZWL@
1.2.2 Các đối thủ cạnh tranh chính :
A266Y6_."9SF[SF:0/Y
F090*0>(C014I6D04H0"Hb6B3'&U>4c0
SF:6<4<C>210*00:(>(CB+
(0*00:0SF:.@(6D16/=0C
0=0A2>0*0045)/004Pm>1^<(""1
#(>(B0*0)/030W ‚>@
Bảng 3: Top 10 nước xuất khẩu cà phê lớn nhất thế giới (Nghìn bao)
a/>4c}B(zOTA8(C00Bk6_Z*OM
.0(*'M"145*(G*dg@V
$/0 8NOO';NOO 8NOO;NO
Pm> N'O&O %NOOO
A2 z&O z&qO
#(>(B e&O &eO
<(" eeN &OO
{> qOO %&O
f %O %'OO
|(<" %OO %zOO
•, %e %qOO
S0( Nez N&OO
•< Ne NeOO


2.1 Đặc điểm thương hiệu café xuất xứ từ Buôn Ma Thuột
2.1.1 Các nhân tố nền tảng :
)/01d>!b.6"j<8G"9:0D
SFSYZA24_4004SW<H64c0G4J
2s6B9"k0.A2
N@@@o0I4J20=#hrP ,
A0*062Hdc164c0]0M"D0/0F>4c0
0M>1I040C>10F>4c406-6F64c04
0,3*,"/40#Wt@
JOM0DoCA216.06!3oSF
:0D*Y">C(@b.10F>4c1C0P ,
6!08064c045"623J&O)/0@
[as64J2AB</2I0>E
J,.x10P ,6!,80*0./BG0
s6IG0k0(>?450k.@9
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Đặc điểm sản phẩm
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0*0]S0u0.B.1B9()918"9:6:C20*
<802u0E0/3,451BC1W0(*
B*6/*0>W<uM045*+>.GLB/L
40[(w0[<(2L„
ZG)676D0,B</I0>E
2_.x0=4?<W]0J6W10P ,
6!16"ƒ,86=0*0./BG0s6IG
0k0("9SF(*0=Qkk10E44J2K0
P ,L4JB.>@
2.2: Thực trạng xây dựng chiến lược bảo vệ thương hiệu cà phê xuất xứ Buôn
Ma Thuột
2.2.1 Bảo vệ thông qua rào cản pháp lí( bảo hộ ):
#Q<ˆ6>R0P ,6!64c0#803GI2TP,a|[
#V0F6MBCB9(,CA20(Qk0k0(MNOO146.
D64c06MR!2D,R0(.@


#I"H>…>0=Q”k0k0•!C(0J,0(<(2$/0
SWC4J2BW59/0"Y06?>C4J2@
ZMNOO1•P`Qkk6!0(rSW<H]"JB9(,
wSFSY0P ,64c0#803GI2A2$.
6"/&Ozq;O;NOO10F0Y-6MBC"/OOOq10-B9(,
)/00Q<ˆ6>R0P ,6/"9:0W
(B"6B@
2.2.2 Bảo vệ thông qua rào cản kĩ thuật:
+ Tên thương hiệu: |21+CC(<0P ,<
>1F>(>‹H0"9SF10.B.0B,30*064J(
Qk0k0@9:64c0,<<64(45k0k0

2.3 : Đánh giá hoạt động xây dựng và bảo vệ thương hiệu của Café Buôn Ma
Thuột
2.3.1 : Những điểm đã đạt được trong việc xây dựng và bảo vệ thương hiệu:
[YF1 Hiệp hội Cà phê Buôn Ma Thuột6!64c0>-
806I0w6,0=|2,>B9(2)>c0=,(0*0)2
)9>R200F)"j<8{F0Y-)"j<80Q<ˆ6
>R0P ,@ |2,#P ,>b0Y0S!,
21>c-1-c6C<20(0*0*W7W"9SF1
0.B.1<(0W"j<80W0Q<ˆ6>RP
,@4c0>-0J"3H2\/c0D2)90*0
(C6,)9>R1"9SF1<(0W~(B"1*70Q<ˆ6
>R#P ,45(40(40@
|2,>0_/G0*0b0Y010*W1,40u9*W
412w0=,10d0J)40(20)9
>R1*70Q<ˆ6>R#P ,1640*00=4J0I
"*010*0MB9*),>6/4c@
(+C,>_YF6!B_P0D28720
H02)0.)9>R#Q<ˆ6>R0P ,16]57
0F>4c"9:04J20P ,@
[Y1W(<00P ,65\.>-
,45(<06F*-100(0*0b0Y0"9SF1
<(10.B.180(40)/0.@0J"36DM045"H
)9>R0=401SW<H4J20(0A1k."9SF
451k080GC0.((C6,<(SF:
/@
{`0P ,>45(<0B*(
B*("(vC@ B*(>(<0B*45
(>2K(0*(0L120(<01R.H02c6]
<,0*0>80(,(95k1I(@#?6/
45B*("1c6]B*64c0R.14

k0k0@#P ,26!0.OU"9>4c00940
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/1‚M0=0(45d6F6!C(0F>4cB2
<.0(0P ,@A+.1*O€NOO1#803GI
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0W~(B"@
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)9B*0Q<ˆ6>R1C(*M0("9:00Q<ˆ6
>RP ,@a+0"ƒ7<2,@.6.>
"ƒSW<H2/)9>R0F>4c"9:6/"9:#`
0P ,964c071*"*(0:0870D7
1*"H>C<8>FI0="9:0W
#`P ,@`H*0E"ƒ-0Y451
SW<H2/4JC1b0Y0)9B*1*713,-
b0Y0)9>R"j<8#`0P ,@76C64c080
6I01(3a(w0#2k0k0+?0=|2,#
P ,>).6"HBC0=4J21<(6D0*00Y0
M0=Q6!-6,0*0<(245<W(d6>R67
>-2,46.ˆ04@A+.14J20
P ,ˆ\F(M)04>C,2)9
.H0(@
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>(>‹H0"9SF10.B.0B,30*064J(Qk0k0@
9:64c0,<<64(45k0k08
w0P ,@
($/0 T3a(w0#2k0k0V16!6.>0

2. Hậu quả có thể: D>1.{m(P( (#(hh#(@1<@"j
<8)4z*6/!2()60=#40f"67
*7!2"450=0*0)/0>0=
#40f"T"/>4c0*0)/0F>1(6D976.|(av
400WtV@ o*01{m(P( (#(hh#(@1<@0E
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64>)6.l40 <<67*7!2
4540(@
o*01.#0=$/0043,6MI4J2
P ,"0*040*0+ˆ.0P ,A2
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$/0@a6D00="ƒBF*0++C_>ˆ@.#
0=$/06MIB9(,!2P ,(0_+S9
+C4JW$/000*0"9SF:
*00=1A23J00F0>20(wSF:
0I0Q<ˆ6>I0=A2@
NO
NO
Chương 3: Một số kiến nghị cho việc xây dựng chiến lược bảo vệ thương hiệu
café Buôn Ma Thuột
’."9:#P ,6!64c0S*06…0Q3
0F>4c6_4J6o04"(064c0]3d
*010?3206!64c00-wSFSYB9(,()/0@
P9(2"9"3GI264c00(>B406_()*+
<(1SF:1W-4540(@
3.1Xây dựng hệ thống các yếu tố nhằm gia tăng giá trị, hình ảnh cho thương
hiệu Café Buôn Ma Thuột.
[ 4J2
\B9(,)>c0I6*0(45"9SF45<d1C(
*M0("9:45(400E445

)R*@—_w0f401){*6/0##|| A
#*O0(B.KA?>,6J"9SF1>0=
|2,#P ,0E>,(G6J64c0•P`
Q0F{F0Y-)"j<8#`P ,0("9:0
W(B"16J"ƒH02/?10Y0M1280E4
*021*020,6]‡a`067D_SW
<H1B9(2*74J2#P ,@G}>H00=
6J(20"9SF00D0Y-7(0:•˜0E
0I>20>087I00H0F67D_ZW0(:
0F#P ,@L
(@+ 1fD{*6/03a|[#1fD#=0|2
,#P ,1#=2`H*K|}c*7#`#
P ,L20)9>R*7#`>,F6‘1
Y0C16?l"H6_4>0"Y01I2151I0E4
"H/c0=B>)@7B9(69I(
2)9()*+H021<H*0Q.ZB40)I
67*<80(,H0l,0d#`@Ad6<,J
OO147I673)l1"6D0J"36*
*b."ƒ3,<_)*<8(d@a`H*
010*06/4c43>cH0."ƒ64c0"j<80*0.)90874
<ˆ*"*H020*0)+Z"9SF6.6445
0F>4cB9(69u"j<8>11!"9:1B(B+"9:<(<H
*SW<H0Y-6*Y0_0F>4cu64c0}c(
20"9SF18)0*04JC<(<H*SW<Hu64c0
*>-B9(2)>cI0BSWC„45<d0E64c0
43>c*.16D>64c0"j<8"9:0#`P 
,6]/00D0F>4cB9(69@51|2,.80
/c0*00J))9>R40H02/28*"*20
0F)"j<8#`0P ,0(0*0b0Y0"9SF
NN

D0.>‹45.@`(6D1b0Y0"9SF0(
#`P ,(0,6]<(245]0
0I>./).67W0(*0="9:0@a9("*0=
|2,#P ,B406_6!S*0-,"/0*W1b0Y0
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~(B"T2>H0%MV1b<2I0&@&Nb"9>4c0
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0DI(SF:0@9:00D0Y0Q0F>4c)/0
.0=0*0<(24##kc1##f40
i1#|| A‡aN['„64c000FH0.6.S
6_*0(_F6*45@
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0.>‹64c045>F6)wF@7>64c066D16?
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AI45<W1F><W>0210D45
0(D0=+>0_.14)wJ>20G>F
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)-)*H*0\G0:0F>4cD(0_
0=*0  ˆ  !10F >4c >21  2 "  45@
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*01,>_FI*0>,>_F45@•I0=
,o>bc0="Hw0:0F>4cC}0

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6.      SF  :  >  S(1    0?  )  2  +  G@
`(20E-164c0]0Q>(645SF:67+.
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`2@j+>C20b0Y0"9SF180=1
F0?BF0-0_)W*(n@
AI45<W1>45H0.>C0>W/
6_).60F>4c0="9:14]I<8w.
0-64c00*0W4JC676_40("9SF9>0(
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'O@OOO06BQ2,0"3G0=J&O@OO
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PF0-90*0<(2TH0.>0*0SF:V
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0_6_41SW<Hd>21wˆ0DD67<(1SF
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