{"id":11684,"date":"2017-07-28T11:41:44","date_gmt":"2017-07-28T04:41:44","guid":{"rendered":"https:\/\/thitruongsi.com\/kinh-nghiem\/?p=11684"},"modified":"2017-07-28T11:41:44","modified_gmt":"2017-07-28T04:41:44","slug":"bi-quyet-thanh-cong-cua-vua-nuoc-sot-heinz-ngay-khi-thanh-lap-da-nghi-minh-phai-la-thuong-hieu-toan-cau","status":"publish","type":"post","link":"https:\/\/thitruongsi.com\/kinh-nghiem\/bi-quyet-thanh-cong-cua-vua-nuoc-sot-heinz-ngay-khi-thanh-lap-da-nghi-minh-phai-la-thuong-hieu-toan-cau\/","title":{"rendered":"B\u00ed quy\u1ebft th\u00e0nh c\u00f4ng c\u1ee7a “vua n\u01b0\u1edbc s\u1ed1t” Heinz: Ngay khi th\u00e0nh l\u1eadp \u0111\u00e3 ngh\u0129 m\u00ecnh ph\u1ea3i l\u00e0 th\u01b0\u01a1ng hi\u1ec7u to\u00e0n c\u1ea7u"},"content":{"rendered":"
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Th\u1ebf k\u1ef7 19 t\u1ea1i n\u01b0\u1edbc M\u1ef9 k\u1ef7 nguy\u00ean v\u1edbi nh\u1eefng ng\u00f4i nh\u00e0 ch\u1ecdc tr\u1eddi, v\u1edbi nh\u1ea1c jazz c\u0169ng l\u00e0 th\u1eddi \u0111\u1ea1i c\u1ee7a vi\u1ec7c s\u1ea3n xu\u1ea5t h\u00e0ng lo\u1ea1t, v\u1edbi qu\u1ea3ng c\u00e1o v\u00e0 Coca-Cola. T\u1ea5t c\u1ea3 c\u00f9ng nhau t\u00e1c \u0111\u1ed9ng, t\u1ea1o th\u00e0nh nh\u1eefng tham v\u1ecdng kinh doanh ch\u01b0a t\u1eebng \u0111\u01b0\u1ee3c ph\u1ed5 bi\u1ebfn tr\u01b0\u1edbc \u0111\u00f3 v\u00e0 th\u1ebf gi\u1edbi d\u01b0\u1eddng nh\u01b0 thu nh\u1ecf l\u1ea1i h\u01a1n bao gi\u1edd h\u1ebft.<\/strong><\/p>\n

V\u00e0o th\u1eddi \u0111\u00f3, h\u1ea7u nh\u01b0 ch\u1eb3ng c\u00f3 m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u n\u00e0o d\u00e1m m\u01a1 t\u01b0\u1edfng \u0111\u1ebfn chuy\u1ec7n ph\u00e1t tri\u1ec3n ra kh\u1eafp th\u1ebf gi\u1edbi, nh\u01b0ng Heinz kh\u00f4ng ph\u1ea3i l\u00e0 m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u nh\u01b0 v\u1eady. Nh\u00e0 s\u00e1ng l\u1eadp Henry Heinz, sinh tr\u01b0\u1edfng \u1edf Pittsburgh, ch\u1eb3ng bao l\u00e2u sau ng\u00e0y th\u00e0nh l\u1eadp th\u01b0\u01a1ng hi\u1ec7u n\u00e0y v\u00e0o n\u0103m 1876 \u0111\u00e3 m\u1ea1nh d\u1ea1n tuy\u00ean b\u1ed1: “Th\u1ecb tr\u01b0\u1eddng c\u1ee7a ch\u00fang t\u00f4i l\u00e0 to\u00e0n th\u1ebf gi\u1edbi”<\/strong>. (Th\u1eadt ra th\u01b0\u01a1ng hi\u1ec7u n\u00e0y \u0111\u00e3 \u0111\u01b0\u1ee3c t\u00e1i l\u1eadp, b\u1edfi tr\u01b0\u1edbc \u0111\u00f3 7 n\u0103m, \u00f4ng \u0111\u00e3 kh\u1edfi \u0111\u1ea7u s\u1ef1 nghi\u1ec7p kinh doanh c\u1ee7a m\u00ecnh khi b\u00e1n m\u00f3n c\u1ea3i ng\u1ef1a n\u01b0\u1edbng).<\/p>\n

Trong su\u1ed1t th\u1eadp ni\u00ean 1880, Heinz qua l\u1ea1i gi\u1eefa M\u1ef9 v\u00e0 ch\u00e2u \u00c2u b\u1eb1ng \u0111\u01b0\u1eddng bi\u1ec3n \u0111\u1ec3 gi\u1edbi thi\u1ec7u v\u00e0 b\u00e1n n\u01b0\u1edbc s\u1ed1t c\u00e0 chua – s\u1ea3n ph\u1ea9m \u0111\u1ea7u ti\u00ean c\u1ee7a Heinz. \u00d4ng d\u1eebng ch\u00e2n \u1edf Lu\u00e2n \u0110\u00f4n v\u00e0 vi\u1ebfng th\u0103m h\u00e0ng lo\u1ea1t c\u1eeda h\u00e0ng th\u1ef1c ph\u1ea9m v\u00e0 c\u00e1c ph\u00f2ng \u0103n l\u1edbn. M\u1ed9t trong nh\u1eefng \u0111\u1ecba ch\u1ec9 n\u00e0y ch\u00ednh l\u00e0 c\u1eeda hi\u1ec7u l\u1edbn v\u00e0 r\u1ea5t danh ti\u1ebfng, Fortnum and Mason – c\u1eeda hi\u1ec7u n\u1ed5i ti\u1ebfng nh\u1ea5t \u1edf Lu\u00e2n \u0110\u00f4n th\u1eddi N\u1eef Ho\u00e0ng Victoria.<\/p>\n

Heinz kh\u00f4ng h\u1ec1 s\u1ee3 h\u00e3i, \u00f4ng b\u01b0\u1edbc v\u00e0o ph\u00f2ng \u0103n sang tr\u1ecdng v\u00e0 xin \u0111\u01b0\u1ee3c g\u1eb7p nh\u00e2n vi\u00ean cung \u1ee9ng th\u1ef1c ph\u1ea9m. Khi nh\u00e2n vi\u00ean n\u00e0y c\u00f3 \u0111\u01b0\u1ee3c m\u1eabu s\u1ea3n ph\u1ea9m c\u1ee7a Heinz trong tay, anh kh\u00f4ng c\u00f2n l\u01b0\u1ee1ng l\u1ef1 g\u00ec n\u1eefa. “Th\u01b0a \u00f4ng Heinz, t\u00f4i ngh\u0129 l\u00e0 ch\u00fang t\u00f4i s\u1ebd l\u1ea5y l\u00f4 h\u00e0ng n\u00e0y”, anh n\u00e0y b\u1ea3o Heinz nh\u01b0 v\u1eady, v\u00e0 c\u00f3 l\u1ebd anh c\u0169ng kh\u00f4ng ng\u1edd r\u1eb1ng nh\u1eefng l\u1eddi n\u00f3i c\u1ee7a m\u00ecnh s\u1ebd \u0111\u01b0\u1ee3c tr\u00edch d\u1eabn trong c\u00e1c qu\u1ea3ng c\u00e1o c\u1ee7a Heinz trong su\u1ed1t h\u01a1n m\u1ed9t th\u1ebf k\u1ef7 sau \u0111\u00f3.<\/p>\n

T\u1eeb th\u00e0nh c\u00f4ng n\u00e0y, nh\u1eefng nh\u00e2n vi\u00ean b\u00e1n h\u00e0ng c\u1ee7a Heinz nhanh ch\u00f3ng \u0111i xa h\u01a1n n\u1eefa, \u0111\u1ebfn kh\u1eafp nh\u1eefng n\u01a1i c\u00f3 c\u01b0 d\u00e2n tr\u00ean th\u1ebf gi\u1edbi \u0111\u1ec3 gi\u1edbi thi\u1ec7u v\u00e0 b\u00e1n c\u00e1c s\u1ea3n ph\u1ea9m c\u1ee7a c\u00f4ng ty. Nh\u1eefng ng\u01b0\u1eddi n\u00e0y ho\u00e0n to\u00e0n t\u1eadn t\u00e2m v\u1edbi \u00f4ng ch\u1ee7 c\u1ee7a h\u1ecd, ng\u01b0\u1eddi b\u1ea3o \u0111\u1ea3m l\u00e0 c\u00e1c nh\u00e2n vi\u00ean c\u1ee7a m\u00ecnh lu\u00f4n \u0111\u01b0\u1ee3c quan t\u00e2m chu \u0111\u00e1o. C\u00e1c x\u01b0\u1edfng s\u1ea3n xu\u1ea5t c\u1ee7a Heinz \u0111\u00e3 \u0111\u01b0\u1ee3c c\u00e1c doanh nh\u00e2n tr\u00ean kh\u1eafp n\u01b0\u1edbc M\u1ef9 \u0111\u1ebfn th\u0103m vi\u1ebfng, sau khi \u0111\u01b0\u1ee3c nghe n\u00f3i v\u1ec1 m\u00f4i tr\u01b0\u1eddng l\u00e0m vi\u1ec7c s\u1ea1ch s\u1ebd, th\u00e2n h\u1eefu v\u00e0 an to\u00e0n \u1edf nh\u1eefng n\u01a1i n\u00e0y.<\/p>\n

Henry Heinz qua \u0111\u1eddi v\u00e0o n\u0103m 1916 nh\u01b0ng s\u1ef1 nghi\u1ec7p kinh doanh do \u00f4ng kh\u1edfi x\u01b0\u1edbng v\u1eabn n\u1eb1m trong tay c\u1ee7a gia \u0111\u00ecnh m\u00e3i cho \u0111\u1ebfn n\u0103m 1965. H\u1ebft con trai \u00f4ng – Howard, r\u1ed3i \u0111\u1ebfn ch\u00e1u n\u1ed9i – Jack, t\u1ea5t c\u1ea3 \u0111\u1ec1u theo \u0111u\u1ed5i c\u00f9ng m\u1ed9t tham v\u1ecdng l\u00e0 m\u1edf r\u1ed9ng v\u00e0 thi\u1ebft l\u1eadp Heinz th\u00e0nh m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u ch\u1ea5t l\u01b0\u1ee3ng, \u0111\u00e1ng tin c\u1eady tr\u00ean to\u00e0n th\u1ebf gi\u1edbi.<\/p>\n

Ng\u00e0y nay, d\u01b0\u1edbi s\u1ef1 l\u00e3nh \u0111\u1ea1o c\u1ee7a William Johnson – v\u1ecb T\u1ed5ng gi\u00e1m \u0111\u1ed1c \u0111i\u1ec1u h\u00e0nh th\u1ee9 s\u00e1u c\u1ee7a Heinz trong l\u1ecbch s\u1eed g\u1ea7n 130 n\u0103m ho\u1ea1t \u0111\u1ed9ng – th\u01b0\u01a1ng hi\u1ec7u n\u00e0y c\u00f2n ph\u00e1t tri\u1ec3n r\u1ed9ng l\u1edbn h\u01a1n nhi\u1ec1u l\u1ea7n so v\u1edbi tham v\u1ecdng c\u1ee7a Henry Heinz. S\u1ea3n ph\u1ea9m c\u1ee7a h\u1ecd c\u00f3 m\u1eb7t h\u1ea7u nh\u01b0 \u1edf t\u1ea5t c\u1ea3 c\u00e1c qu\u1ed1c gia tr\u00ean th\u1ebf gi\u1edbi v\u00e0 tuy\u1ec3n d\u1ee5ng g\u1ea7n 50.000 nh\u00e2n vi\u00ean c\u00e1c c\u1ea5p. Heinz ng\u00e0y nay v\u1eabn l\u00e0 s\u1ea3n ph\u1ea9m s\u1ed1 m\u1ed9t trong h\u00e0ng t\u00e1 c\u00e1c ch\u1ee7ng lo\u1ea1i th\u1ef1c ph\u1ea9m n\u1ed5i ti\u1ebfng. C\u00f4ng ty n\u00e0y hi\u1ec7n tr\u1ecb gi\u00e1 h\u00e0ng t\u1ef7 \u0111\u00f4 la, v\u00e0 “57 bi\u1ebfn th\u1ec3” l\u00fac \u0111\u1ea7u \u0111\u00e3 tr\u1edf th\u00e0nh h\u01a1n 5.000 s\u1ea3n ph\u1ea9m c\u00e1c lo\u1ea1i.<\/p>\n

Nh\u1eefng b\u00ed quy\u1ebft th\u00e0nh c\u00f4ng:<\/p>\n

1. L\u00f2ng tin<\/strong><\/p>\n

Heinz l\u00e0 th\u01b0\u01a1ng hi\u1ec7u th\u1ef1c ph\u1ea9m \u0111\u01b0\u1ee3c tin t\u01b0\u1edfng nh\u1ea5t. M\u1eb7c d\u00f9 c\u00f4ng ty n\u00e0y \u0111\u00e3 kh\u00f4ng c\u00f2n n\u1eb1m trong tay gia \u0111\u00ecnh Heinz, nh\u01b0ng ni\u1ec1m tin lu\u00f4n l\u00e0 gi\u00e1 tr\u1ecb c\u1ed1t l\u00f5i c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u n\u00e0y.<\/p>\n

2. T\u00ednh trung th\u00e0nh<\/strong><\/p>\n

Ch\u00ednh l\u00f2ng tin s\u1ebd d\u1eabn \u0111\u1ebfn s\u1ef1 trung th\u00e0nh. Tony O’Reilly, v\u1ecb T\u1ed5ng gi\u00e1m \u0111\u1ed1c th\u1ee9 n\u0103m c\u1ee7a Heinz \u0111\u00e3 kh\u00e1 n\u1ed5i ti\u1ebfng v\u1edbi “th\u1eed nghi\u1ec7m axit” c\u1ee7a m\u00ecnh. Cu\u1ed9c th\u1eed nghi\u1ec7m l\u00e0 t\u00ecnh hu\u1ed1ng m\u1ed9t ng\u01b0\u1eddi n\u00e0o \u0111\u00f3 d\u1ef1 \u0111\u1ecbnh mua n\u01b0\u1edbc s\u1ed1t c\u00e0 chua c\u1ee7a Heinz trong m\u1ed9t c\u1eeda hi\u1ec7u, sau khi bi\u1ebft l\u00e0 c\u1eeda hi\u1ec7u n\u00e0y \u0111\u00e3 h\u1ebft h\u00e0ng, li\u1ec7u ng\u01b0\u1eddi \u0111\u00f3 s\u1ebd t\u00ecm mua \u1edf m\u1ed9t c\u1eeda hi\u1ec7u kh\u00e1c hay chuy\u1ec3n sang mua m\u1ed9t s\u1ea3n ph\u1ea9m thay th\u1ebf.<\/p>\n

3. Con tim<\/strong><\/p>\n

Heinz kh\u00f4ng bao gi\u1edd b\u1ecf qua y\u1ebfu t\u1ed1 con ng\u01b0\u1eddi, nh\u01b0 c\u00e2u ch\u00e2m ng\u00f4n \u01b0a th\u00edch c\u1ee7a Henry Heinz di\u1ec5n t\u1ea3: “S\u1ee9c m\u1ea1nh c\u1ee7a con tim l\u00e0 h\u01a1n h\u1eb3n s\u1ee9c ng\u1ef1a”. Th\u1eadm ch\u00ed hi\u1ec7n nay, b\u1ea1n c\u0169ng s\u1ebd r\u1ea5t hi\u1ebfm khi nghe \u0111\u01b0\u1ee3c l\u1eddi than phi\u1ec1n t\u1eeb nh\u1eefng nh\u00e2n vi\u00ean t\u1eadn t\u1ee5y c\u1ee7a c\u00f4ng ty. V\u00e0 Heinz l\u00e0 th\u01b0\u01a1ng hi\u1ec7u to\u00e0n c\u1ea7u l\u1edbn nh\u1ea5t kh\u00f4ng b\u1ecb Naomi Klein ph\u00ea b\u00ecnh gay g\u1eaft v\u1ec1 nh\u1eefng kh\u00eda c\u1ea1nh v\u00f4 nh\u00e2n \u0111\u1ea1o c\u1ee7a vi\u1ec7c to\u00e0n c\u1ea7u h\u00f3a trong cu\u1ed1n No Logo (\u1ea5n b\u1ea3n n\u0103m 2002).<\/p>\n

4. Tham v\u1ecdng<\/strong><\/p>\n

Heinz l\u00e0 m\u1ed9t trong nh\u1eefng th\u01b0\u01a1ng hi\u1ec7u to\u00e0n c\u1ea7u \u0111\u1ea7u ti\u00ean tr\u00ean th\u1ebf gi\u1edbi. Vi\u1ec7c duy tr\u00ec \u0111\u01b0\u1ee3c v\u1ecb th\u1ebf l\u00e0 m\u1ed9t trong nh\u1eefng c\u00f4ng ty h\u00e0ng \u0111\u1ea7u ch\u00ednh l\u00e0 b\u1eb1ng ch\u1ee9ng c\u1ee7a vi\u1ec7c duy tr\u00ec nh\u1eefng gi\u00e1 tr\u1ecb \u0111\u1ea7y tham v\u1ecdng.<\/p>\n

Y\u00ean Nhi\u00ean<\/strong><\/p>\n

Theo Tr\u00ed Th\u1ee9c Tr\u1ebb<\/p>\n

\u00a0<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"

Th\u1ebf k\u1ef7 19 t\u1ea1i n\u01b0\u1edbc M\u1ef9 k\u1ef7 nguy\u00ean v\u1edbi nh\u1eefng ng\u00f4i nh\u00e0 ch\u1ecdc tr\u1eddi, v\u1edbi nh\u1ea1c jazz c\u0169ng l\u00e0 th\u1eddi \u0111\u1ea1i c\u1ee7a vi\u1ec7c s\u1ea3n xu\u1ea5t h\u00e0ng lo\u1ea1t, v\u1edbi qu\u1ea3ng c\u00e1o v\u00e0 Coca-Cola. T\u1ea5t c\u1ea3 c\u00f9ng nhau t\u00e1c \u0111\u1ed9ng, t\u1ea1o th\u00e0nh nh\u1eefng tham v\u1ecdng kinh doanh ch\u01b0a t\u1eebng \u0111\u01b0\u1ee3c ph\u1ed5 bi\u1ebfn tr\u01b0\u1edbc \u0111\u00f3 v\u00e0 th\u1ebf gi\u1edbi …<\/p>\n","protected":false},"author":4,"featured_media":11685,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[46,64,50],"tags":[],"class_list":["post-11684","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ban-le","category-kinh-nghiem-ban-le","category-kinh-doanh"],"yoast_head":"\nB\u00ed quy\u1ebft th\u00e0nh c\u00f4ng c\u1ee7a "vua n\u01b0\u1edbc s\u1ed1t" Heinz: Ngay khi th\u00e0nh l\u1eadp \u0111\u00e3 ngh\u0129 m\u00ecnh ph\u1ea3i l\u00e0 th\u01b0\u01a1ng hi\u1ec7u to\u00e0n c\u1ea7u - Th\u1ecb Tr\u01b0\u1eddng S\u1ec9 Blog<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/thitruongsi.com\/kinh-nghiem\/bi-quyet-thanh-cong-cua-vua-nuoc-sot-heinz-ngay-khi-thanh-lap-da-nghi-minh-phai-la-thuong-hieu-toan-cau\/\" \/>\n<meta property=\"og:locale\" content=\"vi_VN\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"B\u00ed quy\u1ebft th\u00e0nh c\u00f4ng c\u1ee7a "vua n\u01b0\u1edbc s\u1ed1t" Heinz: Ngay khi th\u00e0nh l\u1eadp \u0111\u00e3 ngh\u0129 m\u00ecnh ph\u1ea3i l\u00e0 th\u01b0\u01a1ng hi\u1ec7u to\u00e0n c\u1ea7u - Th\u1ecb Tr\u01b0\u1eddng S\u1ec9 Blog\" \/>\n<meta property=\"og:description\" content=\"Th\u1ebf k\u1ef7 19 t\u1ea1i n\u01b0\u1edbc M\u1ef9 k\u1ef7 nguy\u00ean v\u1edbi nh\u1eefng ng\u00f4i nh\u00e0 ch\u1ecdc tr\u1eddi, v\u1edbi nh\u1ea1c jazz c\u0169ng l\u00e0 th\u1eddi \u0111\u1ea1i c\u1ee7a vi\u1ec7c s\u1ea3n xu\u1ea5t h\u00e0ng lo\u1ea1t, v\u1edbi qu\u1ea3ng c\u00e1o v\u00e0 Coca-Cola. 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