Trung Nguyen Analysis

Only available on StudyMode
  • Download(s) : 311
  • Published : March 4, 2013
Open Document
Text Preview
ABSTRACT

In the knowledge economic age, brand is one of three assets, which is the most important to business activities (with resources and information). Nowadays, many companies are very successful to build and develop their brand by using public relation (PR) because PR has its power much different from other marketing tools. The purpose of this study is to describe how Trung Nguyen Coffee can use PR to build and develop their brand. A survey was operated in Viet Nam with 250 questionnaires sent to Trung Nguyen coffee customers. This study uses SPSS 15.0 and analysis techniques as linear regression, one – way ANOVA to analysis all collected data. The results indicate that to build and develop brand successfully, companies must build in customers’ mind a consistent image through close relationship with their customers and effective communication. This study is to help marketers of companies understand the key and plan the public relation strategies to build and develop organizations’ brand in the competitive market

Keywords: Public Relation, Brand, Trung Nguyen

-i-

Acknowledgements
To all my beloved professors, family and friends who helped making possible this study completion, I would like to acknowledge my deep appreciation I would like to thank the President and Board of Managers of Shu Te University for giving me one year off. Thank you for their understanding for my situation at that time. If it had not been for all of their help and support, I would not have been able to fulfill my study and my family I want to express my gratitude to my advisor also my Dean, Professor Ching - Yaw Chen for his support and instruction in my study. Thank you for spending so much time for imparting your profound knowledge to me. I also would like to send my deeply thanks to Professor Teresa L.Ju, Dr Melissa Fen - Chi Cheng, Dr Pi - Yun Chen for all their support, belief and encouragement. I would like to extend my special thanks to my family, my husband and my boy. They are all my support, encouragement, which has to help me overcome all difficulties in my life and my study. Finally, I want to say thanks to my dear friends in different regions in Viet Nam and over the world for helping and sharing with my study and my life.

- ii -

TABLE OF CONTENTS ABSTRACT……………………………………………………………………….. ACKNOWLEDMENT……………………………………………………………. TABLE OF CONTENTS…………………………………………………………. LIST OF FIGURES……………………………………………………………….. LIST OF TABLES………………………………………………………………… CHAPTER 1 - INTRODUCTION………………………………………………... 1.1 Background of the Problems……………………………………………………. 1.2 Contributions……………………………………………………………………. 1.3 Research Purposes………………………………………………………………. 1.4 Research Flow Chart……………………………………………………………. 1.5 Limitations of the Study………………………………………………………… CHAPTER 2 – LITERATURE REVIEW……………………………………….. 2.1 Marketing……………………………………………………………………….. 2.2 Brand…………………………………………………………………………..... 2.3 Marketing – mix……………………………………………………………….... 2.4 Public Relation………………………………………………………………….. 2.4.1 Public Relation Overview………………………………………………….. 2.4.2 Main Public Relation Factors………………………………………………. 2.4.2.1 Consistent Image………………………………………………............. 2.4.2.2 Customers’ relationship………………………………………….......... 2.4.2.3 Communication……………………………………………................... 2.5 Case Study: Trung Nguyen Coffee Company…………………………………... 2.5.1 Background………………………………………………………................ 2.5.2 The Importance of Case Study………………………………………........... 2.5.3 Trung Nguyen Company Strategies…………………………………........... CHAPTER 3 – RESEARCH METHODOLOGY……………………………….. 3.1 Developing Hypothesis………………………………………………………..... 3.1.1 Consistent Image…………………………………………………................ 3.1.2 Customers’ Relationship…………………………………………................ 3.1.3 Communication…………………………………………………….............. 3.2 Proposed Research Model……………………………………………………..... 3.3 Research Method………………………………………………………………... 3.4 Research Strategy……………………………………………………………….. i ii iii v vi 1 1 3 4 4 6 7 7 9 11 14 14 17 19...
tracking img