Phân tích những thành công trong xây dựng văn hóa DN tại công ty trung nguyên e

Phân tích những thành công trong xây dựng văn hóa DN tại công ty
Trung Nguyên

Topic:
1. Select a company that you clearly understand and analyze the causal
relationship between success and enterprise culture.
2. What are key features of consumer culture in Vietnam? Analyze the
impact of consumer culture elements to:
a. The economy in general
b. Markets for defined products (export/import)
Task done:
1. Select a company that you clearly understand and analyze the causal
relationship between success and enterprise culture.
In many years recently, our country’s economy has made significant
developments, Vietnamese enterprises has gradually asserted its position in the
international market. One of the success factors is that enterprises has built for
their own culture features in company’s trading activities. If the culture element
was not paid much attention previously, now when the trend of globalization is
taking place increasingly, the cultural trading means all cultural elements will be
selected by enterprises, and create to use in their business that will make a great
significance to the exist and development of the enterprise. The trading cultural
system that presents the trading subjects as enterprise is called enterprise culture.
Having an effective application of that enterprise culture theory to the
reality, many Vietnamese enterprise has gained significant success in their
business. One of those enterprises is Trung Nguyen – the first enterprise brought


Vietnam coffee to the world and made a contribution to the development of
agricultural products of Vietnam.
It’s known that Trung Nguyen was the first coffee firm in the type of
control trading and trademark license. With an excellent quality of coffee and a

creative control trading, Trung Nguyen has beaten market in Vietnam as well as
in the world.
In many years, when reminding Trung Nguyen brand, customers
recognize it as their pride. Talking about coffee means about Trung Nguyen, and
going out for coffee then almost people go to Trung Nguyen café, and model of
Trung Nguyen with ambitious youth and a creative trading style has gained
much love and trust from customers and international friends. Trung Nguyen
firm has created an original drinking style that has never been before.
Trung Nguyen enterprise should have inherited such dominant features
for later improvement and enhancement to a new grade for an appropriate
update of the fact, but they take a different way. The posters of Trung Nguyen
are placed everywhere “at best, worst than ever”, the control trading has been
gradually lost and disappeared in agencies later.
To attach much importance to turnover, Trung Nguyen has slowly
loosened, kept aloof from their commitment that caused the internal competition
among their agencies. The dense rate of distributors has caused they to compete
with themselves in their markets.
The regular change of poster, color, type and package has made their
usual slow system to be more complicated and brought a result that there are so
many different recognizable features that caused difficulty for customers in
distinguish which is real and unreal, which is Trung Nguyen licensed and which
is Trung Nguyen grade 1...., Trung Nguyen brand has become non-identical in


many aspects. It’s clear to find out differs in price, quality and style of service in
Trung Nguyen café. The cost for space decoration is also different.
For example: With only 50,000 VND, you can seat in a comfortable,
mountainously decorated Trung Nguyen cafe to listen to music and enjoy a
“number 4” cup of coffee. But a same “number 4” cup of coffee in a smaller
smoky cafe, you will have to pay only 25,000 VND. The High Land image here

is presented by some songs or pictures on the walls. Even with 15,000 VND,
you can still enjoy your favorite “number 4” cup of coffee in a hostel with some
different colored plastic chair. However, the service here is not good and it’s
difficult to find the High Land cultural features.
One more abstract example, besides such difference above, we can
mention to one more difference that is food quality. It’s much different. You may
feel satisfied with a plate of fried potatoes in a modern cafe, but you can not eat
fried potatoes in many other Trung Nguyen cafes around Hanoi.
The difference above makes bad impression for customers and put a
terrible image in their mind. The reason for this is very simple, in a “black and
white” context like that, when think about Trung Nguyen, then they may not
only think of coffee (expensive and cheap), but also food (delicious and bad),
service (good or bad), atmosphere of the cafe (attractive or not), even the W.C
(clean or not)...
Beside that, the success of Trung Nguyen is also contributed by the group
of young enthusiastic staff, but when Trung Nguyen is at their top business, this
is not true. The constant change of staff has made Trung Nguyen to loose their
stability and staff’s trust.
Trung Nguyen, with the slogan “originate creativity” has become popular
to every Vietnamese. By the combination of experience and longtime secret of
making-up artisan in Buon Me Thuot with the modern technological processing,


Trung Nguyen has created a philosophy, a unique styple of cafe “worth to be the
number coffee in Vietnam” and over the world. Consumers not only can use
coffee products of Trung Nguyen but also mix themselves to Trung Nguyen
culture that imbrues the culture of the High Land in particular and Vietnam in
general.
In recent years by the efforts of the contribution to the branding of
agricultural products in Vietnam and other social activities, Trung Nguyen has

gained many achievements by the state and awarded many noble honors
consumers.
Thus, to have a successful long-term brand, enterprise must not only
always updated and transmit the brand value that customers expect. Because
customers’ needs always change and tends to increase so enterprise’s brands
must change to suit these demands.

2. What are main features of consumer culture in Vietnam?
a. Multiform and plentiful
As the difference between the rich and poor in society, the social position
and education degree or living regions with different cultures that makes
difference in consumer culture in Vietnam.
An example of difference in living regions: It’s thought that Northern
people always appreciate appearance that is contrary to their habits of
economization, Hanoi citizen especially love luxurious products, such as
products that bring them chances to show their class like automobiles, mobile
phones....an approximate of 70% of Hanoi citizen will be willing to pay more


for a new or original products whereas this index in Hochiminh city is about
55%.
b. Consumer culture level is still low
Low consumer culture means that consumers have lack knowledge and
useful consumption habits.
c. Irresponsible consumption, foreign trends and run by the value of

"virtual".
d. Making bargain
This is a very specific culture in Vietnam, most consumers have a habit of
making bargain for what they buy. Although there are more and more

supermarkets, shopping centers or stabilized-priced places in Vietnam, but
not so that this habit disappears.
However, according to the Institute of Consultancy and Social
Development (National University of Ho Chi Minh City), consumer culture
Vietnam will include three basic characteristics: value-based consumption,
clever consumption and responsible consumers.
a. Value-based consumption
Value-based consumption is the behavior of selecting good product and
service as well as appropriate price to highly meet personal demands of
consumers.
b. Clever consumption
Smart consumption is the behavior based on cognitive thinking,
consumption what consumers know, understand, and they gather
completed information of the product, enterprise to make the right
decisions, not affected by the other consumers to protect their own
benefits, community and society.
c. Responsible consumption


Responsible consumption behavior is the highly social consumption
behavior. Consumers have the responsibility not just to know use products
that satisfies their personal demand, select internal products but also select
products of enterprises that are responsible for our society and makes
contributions to social development as well as raise the living quality of
community and society. Beside that, consumers must know how to
express their highest power with enterprises that violates consumers’
rights and break the law.
Analyze impacts of cultural elements to the economy in general
First of all, it must be recognized that impact of culture to the economy is
not negligible.

Why is a football shirt being sold well in England but not sold in the
U.S.? And why the Asian economies significant develop while Europe and
America seem to get stuck?
All lies in the culture (the knowledge and common belief shared by a
group of people).
To consider on a small scale, by faith and worship, these factors add value
to goods and increase buyer's demand for goods. It’s clear that the English love
football more in comparison with the American so football uniforms are put
more values than their price. If there is not overenthusiastic, they are simply
clothes with number printed on.
An advertisement is considered as good if it understands this liking and
informs consumers that these products contain what they desire. However, at a
higher rank, a good advertisement must understand what culture is and they can
change the culture so that buyers pay attention to their products. With only a
Body shower, X-man has been successful in their advertisement with luxurious


images. Furthermore, fashion is an example of creating a new culture. By
inviting famous people to promote the brand or trend that would give customers
a new perspective and from which a new culture (especially culture of the youth
in particular).
However, a national culture can affect the national economy. Why the
Asian have made significant development? We should consider the culture of
China and the U.S. The Chinese honor those who study well and successfully,
diligent and hardworking. While Americans worship people who have money
and have rich lives. Which leads to two different economies? China's economy
focused on manufacturing, while the U.S. economy mainly in the hands of banks
and financiers. Therefore, China's economy seems more stable than the U.S.
economy that relies heavily on the rise and fall of commodity prices. It can be
seen today almost economies over the world are plunged into crisis, and just

China and India still growing.
Therefore, when considering the economics, it’s unforgettable to mention
to the culture next to it. On a small scale, marketers must understand this to
orient their customer through advertising strategies to change their thought. On a
broader scale, managers need to understand that a culture in the right direction
will lead to a sustainable economy such as the story of the Chinese people.
Analyse impacts of cultural elements to markets that supply defined
products.
Differences in culture led to differences in attitudes and consumption
habits. On understanding the tastes and consumer culture in each region will
help enterprises succeed. Here, I would like to analyze the impact of culture to
the Japanese export market.


A number of cultural characteristics have significant impact to the notions
and habits of Japanese consumers, thereby affecting the behavior of Japanese
consumers, or in other words it affects the market determination and structure of
exports.
1. Influence of valuable to consumption
The Japanese have strict requirements for product quality. The
products made in Japan for domestic consumption sometimes have higher
quality than the ones exported to foreign countries. The Brand "Made in
Japan" is a pledge for quality for both foreigners and Japanese, and they are
usually quite expensive. Currently, because Japan fall into economic
recession, Japanese people tend to look for lower priced items, in accordance
with their needs and financial capabilities. The middle-class families and the
lower classes rarely purchase items "Made in Japan", they buy cheaper
imported items. They also do not buy at supermarkets, and then buy at the
store of "100 Yen", where there is not many things "Made in Japan".
The Japanese tend to use more imported goods from other countries,

and Vietnam enterprises also have more opportunities to reach this huge
consumption market.
The Japanese have a characteristic that trust in the label quality
certification. This significantly effect on the amount of foreign goods sold in
the Japanese market. It’s much important to Vietnam’s products exported to
Japan have quality certification as JIS, JAS.
2. Influence of aestheticism on consumption
The Japanese’s aestheticism is high. Those who first visited Japan
almost admire the Japanese’s aestheticism that is expressed from a food
decoration, home, books, newspapers, restaurants to the temples. Japanese’s
aestheticism expressed not only through the external phenomena that longer


by their thinking and work. Recently, Japan is the largest imported market of
handicraft products in Vietnam. Currently, Vietnam has 11 commodity
groups of handicrafts exported including five major categories: art pottery,
rattan goods, embroidery, art furniture and carpet. It’s worth to notice that
there is a feature in the concept of a Japanese aesthetic, the Japanese did not
like the balance. They deliberately avoided this because it presents the
repetition. So the producers and exporters of pottery should consider this
feature in the concept of the Japanese to supply them suitable products.
3. Influence of living style to consumption
Seafood is always a major food in the Japanese’s meal. Up to now,
Japanese market is the world's largest seafood market: seafood consumption
per capita in Japan is about 70kg/person. In recent years, seafood has always
been one of the largest commodities exported to Japan by Vietnam. With the
great potential of this market and the characteristic that Japanese love
seafood of Vietnam, it’s an attention that Vietnamese enterprises should
spend more time to study this market and export lower-price seafood to
Japan.

Recently in Japan, dressed normally trend is common in every context
of daily life that breaks the tradition of what is considered a social standard.
Fashion also trends to catch this comfortable style and demand for knitwear
in the future is expected to develop strongly. Besides the high demand for
knitwear, the Japanese also preferred simple products that are natural and
gentle-colored. Vietnamese cloth made of cotton fabrics, silk is very popular
in this market.
4. Influence of habbits on consumption
By what mentioned above that the Japanese pay much attention to
quality than price, but now Japanese are requiring more criteria in selecting


goods that means they will not buy that products if they find the price is not
appropriate. Nowadays, there are more and more Japanese go abroad for
travel and they clearly know the difference of price between Japan and other
countries. Therefore,

it’s important to have promotion strategies to sell

products at reasonable prices. At the moment, in the context that Japan’s
economy has been strongly recovered, the Yen’s value to USD still fluctuates,
Japanese consumers trend to economize on purchasing high-quality products.