Trung Nguyen Coffee in Japan

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2010

TRUNG NGUYEN COFFEE IN JAPAN
GROUP ASSIGNMENT
Topic: Select a company that has business in foreign market; then analyze how and in what extent the company’s product program matches with foreign customers and their international marketing environment.

Group: 3 Lecturer: Mr. Nguyễn Hoàng GIANG

Student name:
1. Phan Trần Hồng Hạnh (leader) 2. Phạm Thị Hằng 3. Lê Thị Hiền 4. Phạm Thị Hiền 5. Trần Thị Hiền 6. Doãn Ngọc Hoa 7. Nguyễn Thị Hoa (N2) 8. Nguyễn Thị Hoa (N3) 9. Đặng Thị Hồng 10. Nguyễn Thị Ánh Hồng

TRUNG NGUYEN COFFEE IN JAPAN

Table of Contents
I. EXECUTIVE SUMMARY ..........................................................................................................................................2 II. ABOUT TRUNG NGUYEN COFFEE CORPORATION ......................................................................................................3 2.1 Introduction: .......................................................................................................................................................3 2.2 Mission Statement and Core values: ..................................................................................................................3 2.2.1 Mission Statement: ......................................................................................................................................3 2.2.2 Principles Values: .........................................................................................................................................4 2.2.3 Short and long term objectives: ...................................................................................................................4 2.3 Trung Nguyen products and franchise: ...............................................................................................................4 2.3.1 Product description (focus on coffee):.........................................................................................................4 2.3.2 Company size (number of stores): ...............................................................................................................4 2.3.3 Introduction of Trung Nguyen franchise system: ........................................................................................5 III. JAPAN AND COFFEE ..................................................................................................................................................6 3.1 Some features of Japan: ......................................................................................................................................6 3.2 Japan and Coffee: ................................................................................................................................................7 3.2.1 Japanese taste of coffee: .............................................................................................................................7 3.2.2 “Japanese coffee society” – consuming habits: ...........................................................................................7 3.2.3 Price of coffee: .............................................................................................................................................8 TRUNG NGUYEN IN JAPAN ............................................................................................................................................9 4.1 Develop the global marketing strategies ............................................................................................................9 4.1.1 S.W.O.T of Trung Nguyen Corporation: .......................................................................................................9 4.1.2 Reasons for Trung Nguyen’s entering into foreign market: .......................................................................10 4.1.3 Countries and territories Trung Nguyen has business in:...
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