Chiến lược marketing của cà phê trung nguyên (tài liệu tiếng anh)

The strategies of Trung Nguyen coffee
L p KTDTB́ơ
Group:

Doa n quô c ̃ ́
Bi nh̀

Ta Thi Lỵ́ ̣

L u thi ư ̣
tuyê t Maí
Introduction to Strategic Marketing and
approaches
1/The concept :
- Marketing strategy is how enterprises will do to
achieve their marketing objectives .
2/Cach approach:
- According to approach the product-market
strategies.
- According to coordinate approaches to
marketing variables (marketing-mix).
1/ Brief Introduction about Trung Nguyen coffee:
- Launched in mid 1996-Trung Nguyen coffee is a fledgling
brand in Vietnam, but has quickly built up a reputation and
become a coffee brand most familiar to consumers both at
home and abroad .
-Within 10 years, Trung Nguyen has been a resurgence of
powerful corporations.
I. Introduction About Trung Nguyen coffee
Vision : Become a group
promoting the rise of

Vietnam's economy,
maintaining the autonomy
of national economic and
evoked, demonstrate a
desire to explore and Dai
Vietnamese conquest
Vision and
mission
Mission: Building
brands by bringing
coffee to enjoy
creative inspiration
and pride in the
charming style Trung
Nguyen Vietnamese
culture.
I. Introduction About Trung Nguyen coffee
1. Offshore source of innovation
2. Development and brand protection
Value core:
3. Take care consumers do
4. Build a successful partnership with
7.Contribute to building communities of Fort
6. Basis of efficiency
5.Strong human resource development
I. Introduction About Trung Nguyen coffee
2. Development orientation.
- Focusing the company grow from six members to 10 member
companies in the coming time.
-Objective to develop a network of domestic distribution channels

smoothly,including approximately 100 local distributors top 64 cities
by 2010
- The company is urgently preparing the route to the stock
exchanges in Vietnam and Singapore.
- Building a paradise in Buon Me Thuot coffee .
I. Introduction About Trung Nguyen coffee
II/ The strategies of Trung Nguyen coffee:
Approach the product-market
Approach the product-market
Strategy
Penetration Expansion Development Diversifying
1 / According to approach the product-market strategies.
II/ The strategies of Trung Nguyen coffee:
a) Market Penetration strategy:
- Reduce management costs and inventory costs while
still lack of capital.
- Within five years, a small workshop in Buon
Ma Thuot, Trung Nguyen has a presence in
every country.
- Trung Nguyen has maintained the growth in "strategic triangle’’.