TRUNG NGUYEN COFFEE THE BEST COFFEE IN VIETNAM

TRUNG NGUYEN COFFEE
THE BEST COFFEE IN VIETNAM

1


Outline
1

2

Founding story

Key factors to success
3

3

Conclusion

44

2


PRODUCTS
Involving in the production, processing and distribution of coffee

3

IDEAS FOR BUSINESS
Vietnam is one of the leading coffee producers in the world.
A vision of creating a famous coffee trademark & introduced the authentic Vietnamese coffee to the world.

4


ESTABLISHMENT & VISION
In 1996, Dang Le Nguyen Vu founded Trung Nguyen coffee, with a vision of creating a famous coffee
trademark & introduced the authentic Vietnamese coffee to the world.

5


4Ps of MARKETING
4Ps of marketing: emphasized on Production & Place

6


DIFFERENT PRODUCTS
In Western’s coffee = good material + high

In Trung Nguyen coffee = good material + high

technology + some opinion about cultures.

technology + Eastern’s secret + new opinion about
coffee.

7


DIFFERENT PRODUCTS

8


Inimitable secret formula

9


4Ps MARKETING - PLACES
The combination between Eastern culture & Western culture

10


TRUNG NGUYEN’s STRATEGY
To create perfect energy source for brain
To assist creativeness and success
To connect and develop a community of loving coffee for the prosperous and sustainable
world.

11


TARGET MARKETS

Dominating domestic market, conquering international markets, develop franchise
system in Viet Nam and foreign countries

12


FRANCHISE
1998: Opened first coffee store, in Ho Chi Minh city.
2000: In Singapore, the first Vietnamese company applied “franchising” model domestically and
internationally.

Up to now:
In Japan, Singapore,
Thailand, Cambodia,
China, Ukraine, Poland,
USA

13


FRANCHISED STORES

Requirements for franchised stores:
Not only the most delicious coffee cups
But also special coffee culture, Vietnam coffee culture.
Serving highest quality coffees.
Interior and decoration carry Vietnamese style.

14

KEY FACTORS FOR SUCCESS

Perfect geographical conditions
One of the pioneers of roasting coffee in Vietnam
The unique know-how
Well-managed system & advanced technology
Having suitable & effective marketing strategy

15


SUMMARY & CONCLUSION

Having huge potential to develop & expand the market Becomes more & more similar with
coffee lovers.
Having a strong competition with international coffee brands

16


LESSON LEARNED

1- Good businesses always come up with a great idea beyond money.
2- Clearly understanding your local potentials & local cultures is one of the keys to
succeed in business.
3- SWOT analysis, strengthen your competitive advantages.
4- Marketing strategy is always important for business.
17

18