Trung Nguyen's Case Study in Vietnam
Introduction
Trung Nguyen is a famous Vietnamese brand of coffee established in 1996. The Corporation contains of many companies like Trung Nguyen Joint Stock Company, Trung Nguyen instant coffee Joint Stock Company, Trung Nguyen coffee Limited Company, Vietnam Global Gateway Joint Venture and so on. Their major industries are manufacturing, processing and trading of tea, coffee; franchising and distribution services, modern retail like G7 mart.
Trung Nguyen is the first Vietnamese company who succeeded in applying a form of franchising in domestic and overseas markets and also the biggest exporter in Vietnam of processed coffee. Trung Nguyen now is having a network of nearly 1,000 coffee shops across the country and franchised shops in 8 foreign countries such as USA, Japan, Singapore, Thailand, China, Cambodia, Poland, and Ukraine. Trung Nguyen coffee products and G7 instant coffee has been exported to 43 countries around the world with major markets such as the U.S. and China. In addition, Trung Nguyen has also built a system of more than 1,000 convenience stores and G7Mart distribution centers across the country.
In this report, the mission, value and key objectives of Trung Nguyen are represented. The responsibilities of the firm also accompanied with the influence of its stakeholders. Moreover, the economic social and global environment in which Trung Nguyen Corp operates are investigated as well.
I. Indentify the mission, objectives and responsibilities of an organization within its environment 1. The mission, values and key objectives of Trung Nguyen Corporation
Mission in the definition of Mintberg is the description of organization’s basic function in society, in terms of the products and services it produces for its clients. In the scenario of Trung Nguyen Corporation, the company also has its own mission statement. It is:” Creating the leading brand is carried out by bringing to everyone drinking coffee a source of creative
Trung Nguyen is a famous Vietnamese brand of coffee established in 1996. The Corporation contains of many companies like Trung Nguyen Joint Stock Company, Trung Nguyen instant coffee Joint Stock Company, Trung Nguyen coffee Limited Company, Vietnam Global Gateway Joint Venture and so on. Their major industries are manufacturing, processing and trading of tea, coffee; franchising and distribution services, modern retail like G7 mart.
Trung Nguyen is the first Vietnamese company who succeeded in applying a form of franchising in domestic and overseas markets and also the biggest exporter in Vietnam of processed coffee. Trung Nguyen now is having a network of nearly 1,000 coffee shops across the country and franchised shops in 8 foreign countries such as USA, Japan, Singapore, Thailand, China, Cambodia, Poland, and Ukraine. Trung Nguyen coffee products and G7 instant coffee has been exported to 43 countries around the world with major markets such as the U.S. and China. In addition, Trung Nguyen has also built a system of more than 1,000 convenience stores and G7Mart distribution centers across the country.
In this report, the mission, value and key objectives of Trung Nguyen are represented. The responsibilities of the firm also accompanied with the influence of its stakeholders. Moreover, the economic social and global environment in which Trung Nguyen Corp operates are investigated as well.
I. Indentify the mission, objectives and responsibilities of an organization within its environment 1. The mission, values and key objectives of Trung Nguyen Corporation
Mission in the definition of Mintberg is the description of organization’s basic function in society, in terms of the products and services it produces for its clients. In the scenario of Trung Nguyen Corporation, the company also has its own mission statement. It is:” Creating the leading brand is carried out by bringing to everyone drinking coffee a source of creative