group assignment of trung nguyen coffee

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<b>FULL NAMEMATRICULATION NO</b>

GROUP

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<small>C.3 Product distribution strategy:...12</small>

<b><small>D.A great manager and a key to success:</small></b><small>...13</small>

<b><small>PART 3...14</small></b>

<b><small>Conclusion.</small></b><small>...14</small>

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Group 2 hello Teacher!

Hey Sir! After researching on the internet, at agents, through many sources of documents that the group has collected and the knowledge our group has learned inclass, in groups 2 has been summarized into an introductory essay on management with the topic:

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PART 1

<b>COMPANY OVERVIEW</b>

<b>A.Company Introduction</b>

Today, "brand" is no longer a strange concept to Vietnamese people; it has become a topic frequently mentioned by public opinion. This has been confirmed by the company's leaders. However, building and developing a brand is not a simple matter, especially for Vietnamese businesses—the concept of a brand is stillvery vague. Trung Nguyen is one of the typical enterprises of Vietnam in building and developing brands. In the process of building and developing its brand, Trung Nguyen has encountered many difficulties and challenges. In order for the Trung Nguyen brand to be as strong as it is today, Trung Nguyen has used a number of strategies that can be considered very creative. In the process of applying these strategies, Trung Nguyen has met with a lot of success. but also many failures. In the content of this article, I want to deeply analyze and evaluate the strategies that Trung Nguyen has been using to build and develop its brand, thereby seeing the successes and failures of the business in the process of implementing the strategy of building and developing the brand. Therefore, I would like to give some of my thoughts on solutions for the strategy of building and developing the brand name ofTrung Nguyen coffee.

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<b>B. COMPANY STATUSB1: Product Development – market</b>

Trung Nguyen targets a diverse customer base, spanning from teenagers to theelderly. Each age group has different preferences when it comes to coffee. Therefore, the company has launched many products to suit the tastes of consumers.

<b>B2: Product diversification</b>

Based on Vietnamese cultural identity, giving customers a very new experience about how to enjoy coffee that they have not known for a long time Trung Nguyen has researched and developed 30 distinct flavored blends, resulting in 9 different levels of flavor for its products. Trung Nguyen's effortshave resulted in the export of premium coffee goods such as weasel coffee—the most costly coffee in the world as well as the rarest—to industrialized countries. G7 instant coffee goods are carefully invested in, from naming to product packaging and promotion strategy, with the purpose of capturing the markets of seven developed countries.

<b>B3: Identify the strengths, weaknesses, opportunities, and threats 3.1. Strengths of Trung Nguyen coffee</b>

+Because Vietnam is the world's largest coffee exporter, Trung Nguyen enjoysa significant advantage in terms of raw materials for coffee production.

+Trung Nguyen's coffee goods are well-liked by customers. The G7 coffee brand, in particular, has been recognized as having great quality and an unique taste that no other coffee can match.

+Trung Nguyen has a large distribution network, with over 1,000 stores around the country. The Trung Nguyen brand is also seen in well-known commercial and office buildings, increasing brand recognition.

+Trung Nguyen has a lot of potential to capitalize on the market and sell coffee to other countries.

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<b> 3.2. Weaknesses of Trung Nguyen coffee</b>

+Trung Nguyen's G7 coffee company has chosen Starbucks as a competitor, resulting in an unequal battle.

+The Trung Nguyen Group has little experience working with overseas partners. As a result, distribution channels may be wasted.

<b> 3.3. Opportunity of Trung Nguyen coffee</b>

<b>+As Vietnam has joined the WTO, Trung Nguyen coffee will become </b>

increasingly popular not just in Vietnam but also on the global market.

+Because drinking coffee has become a habit for many people, instant coffeehas become a familiar product, consumed daily by everyone. As a result, the expected income of G7 instant coffee will increase in the near future.

+Trung Nguyen may be able to attract new finance sources and strengthen cooperation with Asian countries if he has a brand advantage.

<b>3.4. The challenge of Trung Nguyen coffee</b>

<b>+Vietnam's economy is highly unstable, and economic growth is frequently </b>

accompanied with inflation. As a result, Trung Nguyen will have few options for offering lower prices and controlling the supply of raw materials required to create coffee.

+On the Vietnamese market, there are many quick coffee competitors, such as canned coffee or coffee from coffee cafes. Furthermore, when consumers are tired, they can substitute Red Bull energy drink for coffee.

+Trung Nguyen's market share is constantly threatened by the growth of foreign beverage brands.

+Trung Nguyen is still struggling with product improvement, adding new tastes, and launching product lines to diversify markets.

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PART 2

<b>C. ANALYSIS</b>

<small>S1: Home field advantage, taking advantage of the national spirit and cultural factors</small>

<small>S2: Tapping into the customer's psychology "Vietnamese people use Vietnamese goods"S3: Good quality product, </small>

<small>distinct taste.S4: Good raw materials, </small>

<small>modern technology, special extraction know-how.</small>

<small>S5: Very strong distribution.S6 Various modelsS7 Distribution network all </small>

<small>over the countryS8 Adopt the first automatic </small>

<small>production lineS9 Brand is known by many </small>

<small>W1: Massive, inconsistent franchise system.W2: Change the sign system, color, packaging continuously.W3: Continuous </small>

<small>personnel change.W4: Having many </small>

<small>projects and ambitions at the same time.W5 The price is quite </small>

<small>high compared to the domestic marketW6 Less marketing </small>

<small>activitiesW7 Unskilled workforceW8 Not aiming to </small>

<small>exploit the lifetime value of customers</small>

<small>O1: Has a special taste, cheaper than other countries, easy to process, especially processing instant coffee.O2: State-backed.O3: The world coffee </small>

<small>demand is constantly increasing, especially the large market of Japan and China.O4: Joining WTO helpsto enter foreign markets</small>

<small>T1 Inflation increases, currency depreciates, making it difficult to price products.T2 Many competitors.T3 Various substitute </small>

<small>T4 In recent times, there aremany counterfeit products of the company's products, reducing the company's reputation.</small>

<small>S3+S4+T3= marketing strategy + creativity, new product development.</small>

<small>W3+T2= Employee treatment and recruitment methodsT4+T5= use problem solving methods.</small>

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Form S1+T1= Pricing Strategy

G7 Instant Coffee-Cappuccino Hazelnut is priced at 36,000 VND.Trung Nguyen uses a pricing strategy that is higher than its competitors in some markets, such as Japan and England.

Japan is a country famous for its traditional art of tea ceremony. Besides, theJapanese also knew about coffee very early (in 1800). Therefore, Japan is a rather strict market in terms of taste. However, Trung Nguyen's franchising agent in Japan sets a price for each cup of Trung Nguyen coffee that is 50% higher than Starbucks and 25% higher than other domestic coffee. Trung Nguyen and Trung Nguyen achieved many successes in the capital, Tokyo, creating a miraculous leap for Trung Nguyen on the way of integration, as a lever to develop the franchise system in a series of other developed countries.

The high-priced method is used in the UK because the British have a high ability to pay; as long as they demand quality products, they are prepared to

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<small>W2= more effective marketing strategy, helping customers know and choose the right product, avoid being dazzled by many products.</small>

<b>C.2 Promotion strategy:</b>

The main tools of the promotion strategy: 1. Advertisement

2. Public relations 3. Promotion4. Direct Marketing

Advertise in national and international media such as Marketing and Family, Television Magazine, Vietnamese Beauty, and so on. Participate in trade fairs.

Trung Nguyen participates in sponsoring the following programs:Sponsoring the program "Connecting big arms" for the poor organized by Hanoi Moi newspaper, Saigon Giai Phong newspaper, and Da Nang

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newspaper from June to July 2004 - Journalism Month for the Poor. In this program, Trung Nguyen donated 1 billion VND.

Participated in supporting Vietnamese Agent Orange victims in the humanitarian program "We are not emotionless" of Vietnamese TV station: 10 million VND

Supporting the charity program "Connecting the heart beat" to perform heart surgery for children with congenital heart disease in difficult circumstances of the HCM Red Cross: 40 million VND

Trung Nguyen also organized the program "G7 Ultimate Festival" to promote the brand with 35000 people who participated in this festival.

Today, direct marketing mostly use media tools such as:

If traditional marketing depends heavily on newspapers, radio, and television, direct marketing relies heavily on direct mail, phone calls, and information technology. There is now email and the internet.

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<b>C.3 Product distribution strategy: </b>

<b> Distribution channels:</b>

The company's distribution channel system is mainly done through intermediaries. Therefore, establishing a good relationship and at the same time controlling the flow in the channel is very important in the company's distribution channel. Because of this, we have built a distribution channel system and have good plans to implement it to bring maximum efficiency as follows:

Diagram of the company's distribution channel system

Distribution channel diagram of the company

Trung Nguyen has made reasonable distribution of products for each channel, for each product, for each different market.

The coordination and interlacing of channels to distribute maximum products to each market

<small>S3+S4+O3+O4= Market expansion strategy.</small>

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<b>D. A great manager and a key to success: </b>

<b>Dang Le Nguyen Vu is a Vietnamese businessman. He is the founder, </b>

chairman and CEO of Trung Nguyen Group, Vietnam. He was honored by National Geographic Traveler and Forbes Asia as "Vietnamese Coffee King".

( tầm nhìn chưa đủ rộng , không dám đối đầu thử thách)-> Xác định năng lực sở trường đam mê. VIDEO

In this clip, Mr. Nguyen Vu talks about determining the capacity and forte of passion.

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PART 3

<small>With continuous efforts and efforts in production and business, Trung Nguyen Joint Stock Company in recent years has achieved many achievements, creating significant growth in revenue and profit, affirming its product position in the market.</small>

<small>Initially, Trung Nguyen was just a fledgling coffee brand in Vietnam, but quicklybecame a familiar coffee brand with domestic and foreign consumers. Thanks to pioneering in applying the franchise business model in Vietnam, in just ten years from a small coffee company located in the coffee capital of Buon Ma Thuot, Trung Nguyen has emerged as a powerful corporation with six companies. Trung Nguyen Joint Stock Company, Trung Nguyen Instant Coffee Joint Stock Company, Trung Nguyen Coffee Company Limited, G7 Trading and Service Joint Stock Company, Vietnam Global Gateway Joint Venture Company (VGG) with the following main businesses: tea and coffee production, processing, and trading; franchising and distribution services; modern retail. In the future, Trung Nguyen Group will develop with ten member companies and concurrently operate in many industries. diverse professions.</small>

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