Preview

Trung Nguyen Approach Strategies

Powerful Essays
Open Document
Open Document
1435 Words
Grammar
Grammar
Plagiarism
Plagiarism
Writing
Writing
Score
Score
Trung Nguyen Approach Strategies
http://doanhnhan.vneconomy.vn/20120328033133887P0C5/trung-nguyen-khanh-thanh-nha-may-ca-phe-hoa-tan-lon-nhat-chau-a.htm http://www.trungnguyen.com.vn/1685/bai-hoc-ve-xay-dung-thuong-hieu-tu-trung-nguyen---morgen-witzel-tap-chi-financial-times http://www.ftu2.com/forum/showthread.php?t=7425 http://www.trungnguyen.com.vn/2211/g7-cua-trung-nguyen-dan-dau-thi-truong-ca-phe-hoa-tan-3in1-viet-nam http://www.trungnguyen.com.vn/en/1655/the-world%E2%80%99s-most-special-coffee-an-interview-with-dang-le-nguyen-vu,-ceo-of-trung-nguyen-corporation.cafe http://vnexpress.net/gl/kinh-doanh/2012/07/trung-nguyen-cai-chinh-vi-the-so-mot-cafe-g7-1/ Market Penetration strategy:
With a vision in potential emerging Vietnamese market, where GDP per capita is only 250$ in 1995 (2010 is $1200), Trung Nguyen Coffee was established in Buon Ma Thuoc for strategy to become world-class branch name dominating the national and international market. In 1998, Trung Nguyen Coffee started to penetrate Sai Gon market- economic center of Vietnam. However, they have gotten for a long time the failure until the events for 10 days free was celebrated and so, they marked the first really success. Noticed that, Trung Nguyen Coffee was not hesitate step into the market strategy to persuade potential customer by giving the faith information about the value and quality of real Viet coffee. The range of marketing activities of Trung Nguyen Coffee likes exhibitions, sampling events and showroom was releases to introduce their product and led customer enjoy Trung Nguyen Coffee styles. Trung Nguyen also has maintained the development of “Strategic Triangle “. It can be said that Trung Nguyen is the successful branch name of Vietnam in recent years even many international articles believe that it can be compete with Starbucks- the biggest chain of coffee store in the world. And within 5 years, from a small store in Buon Ma Thuoc, Trung Nguyen Coffee already become the first company in Vietnam has franchises
Continue Reading
View Writing Issues

You May Also Find These Documents Helpful

  • Better Essays

    ECON 101 - Essay 1
    • 881 Words
    • 3 Pages

    ECON 101 - Essay 1

    Coffee has historically been one of the most favorite beverages available. Almost every country in the world consumes coffee in some shape, way or form. Interest in this drink has increased even more over the last century. According to Talbot (2004), from 1970 to 2000 coffee was “the second most valuable commodity exported by developing countries" (p. 50). Since then, there have been some changes in the supply and demand of this product. This essay will analyze the steady growth in demand for specialty coffee, the change in supply available, and present a case as to why the Starbucks Corporation is successful.…

    • 881 Words
    • 3 Pages
    Better Essays
    Read More
  • Powerful Essays

    Tim's Coffee Shop
    • 1355 Words
    • 6 Pages

    Tim's Coffee Shop

    In comparison with the survey, the overall rating of the company is good. To remain more competitive with pricing, Tim’s Coffee Shop has to keep its prices more In line with Queequeg’s Coffee, as the ratio of 7/1 is significant, as Queequeg’s Coffee has the market share advantage. The ambiance of the business is charming and inviting, but the company must cease its cash only practices and start accepting debit and credit cards, as today’s students and business people rarely carry cash. This is the 21st century and the business must adhere to the demands of the 21st century patrons.…

    • 1355 Words
    • 6 Pages
    Powerful Essays
    Read More
  • Best Essays

    Starbucks and Analysis of International Market Accessing
    • 1841 Words
    • 8 Pages

    Starbucks and Analysis of International Market Accessing

    Everyday, people in the world go to Starbucks’s coffee shop to take their cup of coffee. Despite the overpriced a cup of coffee, people still enjoy their coffee every day across the world. Simply, Starbucks offered the unique space and taste for consumers with a professional assists from their helpful employees in any problem or trouble in a friendly way. People believe in Starbucks for what it represents symbol that comes with the quality of each product they serve. Although, there are numerous competitors which they are similar to Starbucks’s business, its strategy and structure bring to it the success and eventually it becomes the good model to follow, due to its national and global success.…

    • 1841 Words
    • 8 Pages
    Best Essays
    Read More
  • Satisfactory Essays

    Week 6 MKC3220 Case Analysis
    • 402 Words
    • 2 Pages

    Week 6 MKC3220 Case Analysis

    China has a tea-drinking culture, and tea has dominated for centuries. The coffee consumption in China is relatively low and although the coffee consumption is growing in some particular cities in China e.g. Shanghai and Beijing. The coffee market giant such as Starbucks has already had 500 shops in China and Chinese people are more attracted by the Starbucks image and experience than to the coffee itself. Michel’s may face the difficulties when operating in Chin in China. First, the key source of competitive advantage of Michel’s is about its successful franchising system, which prepared in a central bakery and then delivered to the franchisee’s stores and hence franchisees need only minimal preparations to start their business. However, this competitive advantage may blur because of the issues of logistic and bakery set up (localized central bakery). If Michel’s could not deal with those issues, which comprised with their competitive advantage, results in less attractive and profitable of the brand. Therefore, it is hard to Michel’s to maintain its competitive advantages to compete with other coffee giants in this case- Starbucks, which has invested heavily in the brand development as one of the key competitive advantage in China. In addition, the franchise system in China is not mature; the local managers don’t have much managerial skill to understand the franchise concept, and often they might do what they want to regardless the franchise agreement, which may cause the inconsistent brand image and operations between home and host country. Before Michel’s initial launch into…

    • 402 Words
    • 2 Pages
    Satisfactory Essays
    Read More
  • Powerful Essays

    Black Canyon Coffee Case Notes Hitt 1
    • 3466 Words
    • 14 Pages

    Black Canyon Coffee Case Notes Hitt 1

    The case opens with background material on BCC and its founder. It establishes the market conditions, consumption patterns, and competitive atmosphere of the specialty coffee business in Thailand. Then Black Canyon Coffee’s strategy and operations are described. The case closes by presenting the product and geographic expansion options being considered by the company.…

    • 3466 Words
    • 14 Pages
    Powerful Essays
    Read More
  • Satisfactory Essays

    Two Coffee Giant
    • 376 Words
    • 2 Pages

    Two Coffee Giant

    In August 2014 the article “Dunkin’ Donuts and Starbucks: A Tale of Two Coffee Marketing Giants” the authors, Christine Champagne and Teressa Iezzi, discuss the reasons lead Dunkin’ Donuts and Starbucks to be successfully in coffee marketing; and the different strategies between the Dunkin’ Donuts and Starbucks, while they are competing to each other. Coffee has become the necessity in today’s life. There is a strong business competition in coffee market. And the method for people to get a cup of coffee is limitless. The only way to attract consumers is being creative. In order to build and evolve their brand, two coffee powerhouses keep creating new models of their marking. Now Dunkin’ Donuts and Starbucks have become the most recognized café brands in United States.…

    • 376 Words
    • 2 Pages
    Satisfactory Essays
    Read More
  • Better Essays

    Levendary Cafe
    • 1132 Words
    • 4 Pages

    Levendary Cafe

    Question 1: What is your evaluation of the way Levendary Café has entered the Chinese market?…

    • 1132 Words
    • 4 Pages
    Better Essays
    Read More
  • Better Essays

    Vietnam Coffee Industry
    • 2700 Words
    • 11 Pages

    Vietnam Coffee Industry

    Coffee was first introduced in Vietnam by the French, who colonized the country in the second half of the 19th century. During the 1890s the French established coffee plantations in the Annam region surrounded by mountains at an elevation of 3600 feet. The varying climate and mountain slopes are ideal for growing different types of coffee. After three decades of rapid expansion and development, the Vietnamese coffee industry has helped Vietnam become the world’s second largest producer and exporter of coffee after Brazil, estimated 1.6 million people in the Central highlands earn their living from the bean. Vietnam now accounts for about 16% of world coffee output; its coffee production has increased sixteen fold in the past three decades, coffee growing area now totals at 506,000 hectares, from the modest figure of 30,000 hectares by the mid-1980s. The magnitude of total output stands in sharp contrast with the dominant unit of production. Small family-run farms whose sizes average 1.2 hectare, and which have been established only within the last two decades, produce about 85 percent of national output.…

    • 2700 Words
    • 11 Pages
    Better Essays
    Read More
  • Good Essays

    Starbucks VS City Café
    • 910 Words
    • 3 Pages

    Starbucks VS City Café

    Starbucks, CITY CAFE, the two types of operations are designed for different consumers. Consumers have two different attributes, each with their own consumer behaviors and consumption patterns. Starbucks is the most secret.…

    • 910 Words
    • 3 Pages
    Good Essays
    Read More
  • Powerful Essays

    Gloria Jeans
    • 19176 Words
    • 77 Pages

    Gloria Jeans

    Figure A: Percentage of market share of coffee player in Vietnamese market 12 Figure 1: Marketing Mix Strategy 12 Figure 2: Influence Diagram of Marketing 7Ps 16 Figure 3: The Importance of Market Segmentation 17 Figure 4: Top of Mind Brand Recognition 43 Figure 5: Spontaneous Aided Brand Recognition 44 Figure 6: Prompted Brand Recognition 44 Figure 7: The Most Suitable Source 45 Figure 8: (Part Ii, Q12c, Questionnaire) 46 Figure 9: (Part Ii, Q13a, Q13b, Questionnaire) 47 Figure 10: (Part Ii, Q13a, Q13b, Questionnaire) 48 Figure 11: Percentage of Repeat Customers 49 Figure 12: Location Ranking 50 Figure 13: Price Comparison 51 Figure 14: Brand Personality 52 Figure 15: Coffee Taste Ranking 52 Figure 16: Assessment of Coffee Style 53 Figure 17: Customer Decision Making Criteria 54 Figure 18: Customer Decision Making Criteria 55 Figure 19: Customer Decision Making Criteria 55 Figure 20: Customer Decision Making Criteria 56 Figure 21: Drinks Most Often Purchased 57 Figure 22: Assessment of Gloria Jean’s 58 Figure 23: View of Coffee Shop Location 59 Figure 24: View of Coffee Shop Location 60…

    • 19176 Words
    • 77 Pages
    Powerful Essays
    Read More
  • Powerful Essays

    Business Feasibility Study— Seventh Heaven Café
    • 1427 Words
    • 6 Pages

    Business Feasibility Study— Seventh Heaven Café

    Seventh Heaven Café is not only a coffee shop, or rather a place for relaxation. It sells different kinds of coffee, desserts, books and flowers. Customers bring them back or just enjoy them in my shop. Besides, I am good at dealing with problems of Organizational Behavior. I also have great expertise in human psychology and marketing. Therefore, I have the abilities to operate this shop. Seventh Heaven Café targets at white collar community and some companies which need flowers to decorate the site of activities. Therefore, it is located at the street corner with elegant environment near transnational commercial corporations in Suzhou. Seventh Heaven has to confront or avoid a number of threats, especially some strong competitors, such as Starbucks, UBC Coffee and DIO Café. However my shop has powerful competitive advantages to face the challenges. Additionally, our market-oriented mission is “make people happy and relaxed in the Seventh Heaven Café by provide delicious coffee, warm fragrant memories and dreams from books.” The primary finance objectives are to get first-year sales revenue of 1 million yuan, and break even early at least achieve 3 million RMB in second year. After on track, shop scale and economic benefits will increase year by year. To achieve this goal, we should make sustaining efforts on marketing strategies, such as promotion strategy and price strategy. This new combination coffee shop will be successful and this business idea is worth pursuing.…

    • 1427 Words
    • 6 Pages
    Powerful Essays
    Read More
  • Good Essays

    Individual assignment MGT 101
    • 1335 Words
    • 5 Pages

    Individual assignment MGT 101

    Dang Le Nguyen Vu is a famous entrepreneur in Viet Nam. He founded Trung Nguyen Coffee brand in 1996 when he was 25 years old. He, as a president and a CEO of Trung Nguyen Coffee Corporation, lead Trung Nguyen Coffee to be widely known in both domestic market and other countries. In 2005, Trung Nguyen Coffee became the biggest coffee processor in Viet Nam, even overcome foreign competitors. As of 2010, Trung Nguyen Coffee products were exported to over 60 countries in the world, such as America, Canada, Russia, England, Germany, Japan, China and the Asean. In 2012, Dang Le Nguyen Vu was called “King of coffee Viet Nam” by charisma magazines of America such as National Geographic Traveller and Forbes. He is one of two Viet Nam entrepreneurs who was honored by Forbes Magazine. (sohanew)…

    • 1335 Words
    • 5 Pages
    Good Essays
    Read More
  • Best Essays

    G3 S3311910 Nguyenngoclinh Shortessay
    • 5247 Words
    • 21 Pages

    G3 S3311910 Nguyenngoclinh Shortessay

    The benefits of international integration have motivated many companies in Vietnam to expand their operations overseas with the purpose of maintaining long-term reputation and gaining business…

    • 5247 Words
    • 21 Pages
    Best Essays
    Read More
  • Best Essays

    Marketing Communication Coca Cola Report
    • 2744 Words
    • 10 Pages

    Marketing Communication Coca Cola Report

    TOC \o "1-3" \h \z \u I)Executive Summary PAGEREF _Toc392770933 \h 4II)Introduction PAGEREF _Toc392770934 \h 51.Background Information PAGEREF _Toc392770935 \h 52.Target Market PAGEREF _Toc392770936 \h 53.Positioning Map PAGEREF _Toc392770937 \h 64.Objectives of the IMC campaign PAGEREF _Toc392770938 \h 7III)Analysis of the Marketing Mix 4P’s PAGEREF _Toc392770939 \h 91.Product PAGEREF _Toc392770940 \h 92.Price PAGEREF _Toc392770941 \h 93.Place PAGEREF _Toc392770942 \h 94.Promotion mix and relevant models PAGEREF _Toc392770943 \h 11Unawareness of Brand Brand Recognition PAGEREF _Toc392770944 \h 114.1 TVC with CAN and SUCCES Model PAGEREF _Toc392770945 \h 114.2 Billboard PAGEREF _Toc392770946 \h 134.3 Online Advertising PAGEREF _Toc392770947 \h 13 4.4 Print Advertising PAGEREF _Toc392770948 \h 14Brand Recognition Brand Recall PAGEREF _Toc392770949 \h 154.5 Special event PAGEREF _Toc392770950 \h 15 5. Weakness PAGEREF _Toc392770951 \h…

    • 2744 Words
    • 10 Pages
    Best Essays
    Read More
  • Satisfactory Essays

    Exporting Coffee
    • 269 Words
    • 2 Pages

    Exporting Coffee

    Vietnam should establish a cooperation mechanism between coffee growers and producers, especially individual farmers. In Vietnam, VICOFA is currently an association of coffee exporters, so coffee producers are not represented by VICOFA. This leads to the vulnerability of farmers to external changes in the world market. The operation of the National Federation of Coffee Growers in Colombia, with different representative layers from the grassroots up to the national level, can be an example to Vietnam. Vietnam is well known in the world in terms of coffee quality, but does not have a national trademark for coffee. Vietnam should consider a label similar to Colombia’s “100 per cent Colombian coffee” label. Although Vietnam’s government is encouraging the transition from Robusta to Arabica varieties to improve added value, some businesses are afraid of unsuitable weather conditions in Vietnam, as well as the expensive investment needed to process Arabica. In addition, the transition will lead to direct competition with Colombia. Rather than shifting to Arabica, Vietnam should build coffee specialties. Vietnam already has some experience of coffee specialization, for example with “culi” coffee. Development of coffee specialties will enhance the added value and avoid competition with other exporters. In the instant coffee market segment, expensive investment in processing facilities and marketing activities are the reasons that there are only a few large trademarks in Colombia and the rest of the world, such as Nestlé. However, in Vietnam, many companies are planning to enter this segment. This decision needs to be considered carefully because Vietnam already has some successful instant coffee trademarks, such as Vinacafe, Nestle, G7 and…

    • 269 Words
    • 2 Pages
    Satisfactory Essays
    Read More

Related Topics