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On June 16, 1996, Dang Le Nguyen Vu founded Trung Nguyen in Buon Ma Thuot, Vietnam Four young entrepreneurs with a vision of creating a famous coffee trademark, established Trung Nguyen Coffee Company and introduced the authentic Vietnamese coffee to the world
International Busniness Strategy of Trung Nguyen Coffee Group 3: Vu Thi Loan Doan Duy Tien Nguyen Thi Hien Nguyen Thi Ngoc Anh Outline Founding story Key factors to success 3 Reflection 44 Products Involving in the production, processing and distribution of coffee How did the founder think of the idea? 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 Idea How did the founder think of the idea? The Highland region of Vietnam is one of the world's "top 10" best environments, combining the right altitudes, soils, natural drying conditions, and temperatures for producing the finest of gourmet coffees Yet the region was not controlling its own destiny to produce these once sought-after coffees The owners of Trung Nguyen saw that the future for producing gourmet coffee and being reasonably independent of the world commodity markets was to once again follow the best possible growing and processing techniques to produce a world-class coffee, and carry it through all the way to the packaged product At that time, Vietnam had risen once again to be one of the leading coffee producers in the world, but almost solely producing "green" coffee (unroasted beans) that were sold on the commodity market This resulted in no control over the final coffee quality or prices 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 Establishment On June 16, 1996, Dang Le Nguyen Vu founded Trung Nguyen in Buon Ma Thuot, Vietnam Four young entrepreneurs with a vision of creating a famous coffee trademark, established Trung Nguyen Coffee Company and introduced the authentic Vietnamese coffee to the world How did the founder think of the idea? Vietnam is one of the leading coffee producers in the world, but almost solely producing "green" coffee (unroasted beans) The Highland region of Vietnam is one of the world's "top 10" best environments The owners of Trung Nguyen saw that the future for producing gourmet coffee Legendee coffee Bean coffee Fresh coffee G7 instant coffee: Roasted and ground coffee: Filter Coffee (1,2,3,4,5), Creative Coffee (1,2,3,4,5,8), Espresso, Blend (I, S, N, Premium Blend, Gourmet Blend, House Blend) Trung Nguyên coffee products use a variety of different coffee beans, including Robusta, Arabica, and Excelsa.[5] Key factors of success 4Ps of marketing: emphasized on Production & Place 10 Place The combination between Eastern culture & Western culture 15 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 16 Trung Nguyen’s strategy Select the best coffee beans mixed with the tremendous passion 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 17 Target market Dominating domestic market, conquering international markets, develop franchise system in Viet Nam and foreign countries 18 Expand the market: Franchise 1998: Open first coffee store, in Ho Chi Minh city 2000: in Singapore, the first Vietnamese company applied “franchising” model domestically and internationally Up to now: Thailand, Japan, Singapore, Cambodia, China, Ukraine, Poland, USA 19 Place The combination between Eastern culture & Western culture 20 Requirements for franchised stores: - Trung Nguyen wants to bring to customers not only the most delicious coffee cups but also special coffee culture, Vietnam coffee culture - Serving highest quality coffees - Using the modest technology and specially oriented secrets - Serving staffs are trained and deeply understand about coffee - The special space bring creative inspiration for customers - Interior and decoration carry Vietnamese style that make customers feel they are resting in a Vietnam miniature 21 Franchised Stores 22 Choosing international strategy Reduce cost: low Coffee is popular drinking in Western Coffee is protected right and brand by Government, support product cost and give advantage to export oversea Allow establish association to develop together Vietnam joined WTO that help Trung Nguyen become well-known not only in domestic but also foreign countries 23 Local responsiveness: low - Each country, each local has different taste about enjoying coffee - Trung Nguyen have more than 30 kinds of product which can satisfy all type of customer 24 Trung Nguyen coffee has more than 60 countries: US, the UK, Japan, Singapore, China.etc The main export markets: Entry Strategy - the center economic in the world - the3.1.Exporting business environment is less risky, so political stability => Consumers have the habit of using good quality products, high prices, the company will not under pressure to reduce costs 25 The challenge Competition: In the world, the Trung Nguyen brand is not well-know elsewhere Trung Nguyen has to compete with rivals of local coffee products and instant coffee brand famous Competitors: Nestle (Switzerland) - leading the world with 70 years of history - the innovative breakthrough in enjoying coffee + instant coffee make from roasted coffee beans (1952) + freeze-dried instant coffee (1965) 26 MacCoffee (Singapore): is a trademark in coffee with unique blend of premium coffee beans, sugar cream delicate flavor, and perfect quality 27 Advantages and Disadvantages Advantages Cost effective growth Commitment Reduced involvement Co-operative advertising Reduce local risks Disadvantages Loss of ownership Exclusivity Management and personnel skills Loss of flexibility Confidentiality 28 29 [...]... the world, the Trung Nguyen brand is not well-know elsewhere Trung Nguyen has to compete with rivals of local coffee products and instant coffee brand famous Competitors: Nestle (Switzerland) - leading the world with 70 years of history - the innovative breakthrough in enjoying coffee + instant coffee make from roasted coffee beans (1952) + freeze-dried instant coffee (1965) 26 MacCoffee (Singapore):... countries - 13.265.826.449 cups of coffee are consumed up to 2013 14 Place The combination between Eastern culture & Western culture 15 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 16 Trung Nguyen s strategy Select the best coffee beans mixed with the tremendous... about enjoying coffee - Trung Nguyen have more than 30 kinds of product which can satisfy all type of customer 24 Trung Nguyen coffee has more than 60 countries: US, the UK, Japan, Singapore, China.etc The main export markets: 3 Entry Strategy - the center economic in the world - the3.1.Exporting business environment is less risky, so political stability => Consumers have the habit of using good quality... Western culture 20 Requirements for franchised stores: - Trung Nguyen wants to bring to customers not only the most delicious coffee cups but also special coffee culture, Vietnam coffee culture - Serving highest quality coffees - Using the modest technology and specially oriented secrets - Serving staffs are trained and deeply understand about coffee - The special space bring creative inspiration for... Product 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 11 Differential Product 12 Inimitable secret formula 13 - Target: to unify domestic market, to conquer international markets, develop franchise system in Viet Nam and foreign countries - 1000 coffee shop franchised... resting in a Vietnam miniature 21 Franchised Stores 22 Choosing international strategy Reduce cost: low Coffee is popular drinking in Western Coffee is protected right and brand by Government, support product cost and give advantage to export oversea Allow establish association to develop together Vietnam joined WTO that help Trung Nguyen become well-known not only in domestic but also foreign... develop a community of loving coffee for the prosperous and sustainable world 17 Target market Dominating domestic market, conquering international markets, develop franchise system in Viet Nam and foreign countries 18 Expand the market: Franchise 1998: Open first coffee store, in Ho Chi Minh city 2000: in Singapore, the first Vietnamese company applied “franchising” model domestically and internationally... MacCoffee (Singapore): is a trademark 3 in 1 coffee with unique blend of premium coffee beans, sugar cream delicate flavor, and perfect quality 27 Advantages and Disadvantages Advantages Cost effective growth Commitment Reduced involvement Co-operative advertising Reduce local risks Disadvantages Loss of ownership Exclusivity Management and personnel skills Loss of flexibility Confidentiality 28 29