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ABSTRACT 2 PART I: INTRODUCTION 3 1.1. Trung Nguyen Corporation 3 1.2. History and development 3 1.3. Trung Nguyen Franchise system……………………………………………………………..3 1.4. Vision, mission and corporate values 4 1.4.1 Mission of Trung Nguyen Corporation 4 1.4.2 Vision of Trung Nguyen Corporation 5 1.4.3 Corporate Values 5 1.5. Achievement of Trung Nguyen Corporation 5 1.6. Product of Trung Nguyen Corporation 6 1.7. Introduce about G7 of Trung Nguyen Corporate 6 PART II: MARKETING MARKETING MIX STRATEGY OF G7 7 2.1. Marketing strategy 8 2.1.1. Market Penetration strategy 8 2.1.2. Market expansion strategy 8 2.1.3. Product development strategy 10 2.1.4. Diversification Strategy 10 2.2. Marketing mix strategy 11 2.2.1 Product Strategy of Trung Nguyen coffee 11 2.2.2 Price Strategy 13 2.2.3 Place strategy 13 2.2.4 Promotion strategy 15 PART III: EVALUATION AND RECOMMENDATION 16 3.1. Strength and weakness of marketing strategy 16 3.1.1. Strength 16 3.1.2. Weaknesses 16 3.1.3. The difficulties and challenges 16 3.2. Recommendation 17 3.2.1. For Trung Nguyen Corporation 17 3.2.2. For government 17 PART IV: CONCLUSION 18 References 18 ABSTRACT The world has shown that coffee really becomes an industry with a total transaction value is 80 billion worldwide, second only to oil in value of goods and gold over silver, gems, oil goods to become the most speculative. This sector has expanded and contained the elements of finance, commerce, investment, culture, knowledge economy, tourism, travel coffee. Trung Nguyen is a coffee supplier in Vietnam market and the world. Trung Nguyen oriented regardless of age, gender, job, income or area, which have demand and enthusiasts about coffee over the word. And to achieve that ambition, Trung Nguyen Group began to act with strategic short and long term, and most are specific strategies to build coffee capital of the world in Buon Ma Thuot. Trung Nguyen constructs goals: Dominates Domestic coffee Market, conquer the world market, by shifting from width to depth, investment and development franchise system in domestic and international. Trung Nguyen is a successful magic of branding in Vietnam in recent years. Within 5 years, from a small workshop in Buon Ma Thuot, Trung Nguyen was in the country. Trung Nguyen has made a spectacular entry in the history of branding Vietnam. Besides that they also have many challenges and threats. Because, Trung Nguyen Corporation has many competitors such as Nescafe, Starbucks, Dunkin Donu
EBOOKBKMT.COM Appendix ABSTRACT PART I: INTRODUCTION 1.1 Trung Nguyen Corporation .3 1.2 History and development 1.3 Trung Nguyen Franchise system…………………………………………………………… 1.4 Vision, mission and corporate values 1.4.1 Mission of Trung Nguyen Corporation 1.4.2 Vision of Trung Nguyen Corporation 1.4.3 Corporate Values 1.5 Achievement of Trung Nguyen Corporation .5 1.6 Product of Trung Nguyen Corporation .6 1.7 Introduce about G7 of Trung Nguyen Corporate PART II: MARKETING & MARKETING MIX STRATEGY OF G7 2.1 Marketing strategy 2.1.1 Market Penetration strategy 2.1.2 Market expansion strategy 2.1.3 Product development strategy 10 2.1.4 Diversification Strategy 10 2.2 Marketing mix strategy 11 2.2.1 Product Strategy of Trung Nguyen coffee 11 2.2.2 Price Strategy 13 2.2.3 Place strategy 13 2.2.4 Promotion strategy 15 PART III: EVALUATION AND RECOMMENDATION 16 3.1 Strength and weakness of marketing strategy .16 3.1.1 Strength 16 3.1.2 Weaknesses 16 3.1.3 The difficulties and challenges 16 3.2 Recommendation 17 3.2.1 For Trung Nguyen Corporation 17 3.2.2 For government 17 PART IV: CONCLUSION .18 References 18 Marketing strategy of Trung Nguyen Corporation EBOOKBKMT.COM ABSTRACT The world has shown that coffee really becomes an industry with a total transaction value is $ 80 billion worldwide, second only to oil in value of goods and gold over silver, gems, oil goods to become the most speculative This sector has expanded and contained the elements of finance, commerce, investment, culture, knowledge economy, tourism, travel coffee Trung Nguyen is a coffee supplier in Vietnam market and the world Trung Nguyen oriented regardless of age, gender, job, income or area, which have demand and enthusiasts about coffee over the word And to achieve that ambition, Trung Nguyen Group began to act with strategic short and long term, and most are specific strategies to build "coffee capital of the world" in Buon Ma Thuot Trung Nguyen constructs goals: "Dominates Domestic coffee Market, conquer the world market", by shifting from width to depth, investment and development franchise system in domestic and international Trung Nguyen is a successful magic of branding in Vietnam in recent years Within years, from a small workshop in Buon Ma Thuot, Trung Nguyen was in the country Trung Nguyen has made a spectacular entry in the history of branding Vietnam Besides that they also have many challenges and threats Because, Trung Nguyen Corporation has many competitors such as Nescafe, Starbucks, Dunkin Donut So, when getting the subject from the teacher, our group is excited and wanted to complete the essay with all the knowledge and skills of the group to clarify the issue: “Marketing & Marketing mix strategy of G7” Marketing strategy of Trung Nguyen Corporation EBOOKBKMT.COM PART I: INTRODUCTION 1.1 Trung Nguyen Corporation Each user coffee in Vietnam, certainly, has heard at least once time the word “Trung Nguyen coffee” This is a famous coffee brand not only domestic but also resonated in difficult foreign markets such as USA, China, Japan, and EU Trung Nguyen Corporation was 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 corporation 1.2 History and development • 1996 – Establishment of Trung Nguyen Coffee Company Establishing in Buon Me Thuot • 1998 - Bring New Inspiration Trung Nguyen's slogan appeared in all the opulent streets of Saigon • 2000 - Over 100 Trung Nguyen coffee shops were set up Trung Nguyen appeared in all of South West Provinces and was launched in Hanoi • 2001 - "Explore creative inspiration" Trung Nguyen opened more branches in different provinces and cities of Vietnam • 2002, 2003 Trung nguyen coffee expanded to Singapore, Thailand, Cambodia New products line of Trung Nguyen was launched such as Tra Tien, especially G7 instant coffee • 2005 Formally inaugurated the Roast and Ground Coffee The only coffee factory granted with the EUREGRAP International Certificate, for its Marketing strategy of Trung Nguyen Corporation EBOOKBKMT.COM cleanliness and excellence in producing coffee • 2007 Publishing the Coffee Philosophy of Vietnam and starting the project “The Global Coffee Sanctuary” in Buon Ma Thuot City • 12/2007 Trung Nguyen coordinated with Dak Lak people’s committee to successfully hold the Cultural Coffee Week 2007 in Ha Noi and Ho Chi Minh City • 2008 Opening the New Franchise café system in Vietnam and international, inaugurating the Trung Nguyen Coffee Village in Buon Ma Thuot City • 2009 Opening Trung Nguyen Creative Coffee House in Ha Noi Building New Trung Nguyen Coffee Factory in Buon Ma Thuot City, Short and long term objectives: Dominating the domestic market and conquering the international market 1.3 Trung Nguyen franchise system Trung Nguyen Coffee is the first Vietnamese company that has applied the model of franchise Being active and creative, Trung Nguyen has established the franchised shop system nationwide and also in Japan, Singapore, Thailand, Cambodia, Ukraine, German and China with a special style of coffee enjoyment With the business method of franchise, Trung Nguyen coffee products, which are produced by the best coffee beans from the highland of Buon Ma Thuot in conjunction with modern technologies and company’s own skills, are introduced to everybody nationwide and worldwide Marketing strategy of Trung Nguyen Corporation EBOOKBKMT.COM Today, with about 1,000 franchised coffee shops, Trung Nguyen always brings people Vietnamese coffee of top quality in any Trung Nguyen coffee shops 1.4 Vision, mission and corporate values 1.4.1 Mission of Trung Nguyen Corporation Creating the leading brand is carried out by bringing to everyone drinking coffee a source of creative inspiration and pride of Trung Nguyen" style that is rich in Vietnamese culture” 1.4.2 Vision of Trung Nguyen Corporation To become a major force in boosting the Vietnamese economy; To uphold stability of the national economy; To partake in the establishment of a Great Vietnam, with hopes of discovering and conquering new ideal 1.4.3 Corporate Values Core value 1- Inspired Creativity: Creativity is one of the many values Trung Nguyen encourages among its valued consumers and employees -Develop and protect our brand: Every member has a responsibility of building, expanding, maintaining and protecting the Trung Nguyen trademark - Consumer'sOrientation: Consumer satisfaction is the top priority in every activity and the target goal - Build our success upon our partner's success: A good partnership is based on belief, respect, and equality The success of a partner is the success of the whole Trung Nguyen group - Develop strong human resource: Providing proper benefits both material and spiritual needs through training and developing opportunities for its employees - Base on effectiveness Marketing strategy of Trung Nguyen Corporation EBOOKBKMT.COM - Promote social responsibility and community development: Actively contributing to the welfare of the community and the development of society Corporate beliefs Coffee makes the world more prosperous Coffee is the fuel to the knowledge economy Coffee foster harmony and promotes sustainable development 1.5 Achievement of Trung Nguyen Corporation Leading coffee company in Vietnam - Biggest exporter in Vietnam of processed coffee - “The Red Star Award” for Mr Dang Le Nguyen Vu – General Director – awarded by Vietnamese Young Enterprise Association in 2001 - “The Yellow Star of the Vietnam” awarded by Vietnamese Young Enterprise Association in 2003 - “Third grade Labor Medal” awarded by Vietnamese Government in 2004 - ASEAN Youth Award 2004 – Theme “Youth and Entrepreneurship” for Mr Dang Le Nguyen Vu 1.6 Product of Trung Nguyen Corporation Weasel - The King of Coffee Legendee – The legend coffee Legendee brings you an extremely flavorful and rich coffee from the best Arabica and Robusta beans in the legendary basaltic soils of Buon Ma Thuot Creative 1-2-3-4-5 Creative 1: Experience the distinctive features of Vietnamese coffee in its perfect combination of elegant aroma, smooth flavor and bitter-sweet taste Creative 2: A subtle mix of Arabica's delightful aroma and distinct flavor of Robusta bean brightens your whole day Creative 3: Buon-Ma-Thuot Sparrow Arabica coffee's strong aroma, round smoothness and refined acidity make it unique Creative 4: With Trung Nguyen’s widely-acclaimed unique know-how, Creative brings you an exotic coffee in great depth of flavor and lasting aroma Marketing strategy of Trung Nguyen Corporation EBOOKBKMT.COM Creative 5: The finest Arabica beans from Vietnamese Highland giving you a special taste of bright and extremely flavorful coffeeG7- The coffee for ladies – collagen and sugar free Passiona: Selected from fine Arabica and Excelsa beans, Passion coffee with low caffeine, elegant aroma and bright flavor is a good choice for first-try coffee drinker G7: The original and still the top seller! G7 was the first instant coffee to be extracted directly from the unroasted coffee bean, not from freeze-dried brewed coffee like American brands It's been the top instant coffee in Asia ever since its creation in 2002 1.7 Introduce about G7 of Trung Nguyen Corporation "Connect and develop coffee enthusiasts worldwide." Trung Nguyen Corporation is famous with advanced product line, average products and popular products and the most especially with the line of G7 instant coffee It’s voted by 89% consumers comparing with 11% choosing Nescafe The first time a domestic brand dares “challenge” with an international brand, world-renowned G7 Instant Coffee is known for the type: G7 in 1, G7 in G7, G7 Pure Black coffee, G7 Cappuccino Nowadays, demand for coffee of domestic and international consumers are more growing and more subtle After studying consumer tastes and markets, Trung Nguyen came out product “G7 instant coffee in 1” complementary product lines G7 instant coffee available in the market With the Trung Nguyen brand is known and preferred by many people of Vietnam, G7 rapidly gained a position in Vietnam market G7 Instant Coffee is made from the best materials with modern technology and the secret-special extract G7 has special flavor, dense and charm, is "taste" Vietnam's coffee With the strategy become a major force in boosting the Vietnamese economy, upholding stability of the national economy, partaking in the establishment of a Great Vietnam, and hopes of discovering and conquering new ideals Along with the aim overthrow the most powerful competitor of G7 is Nescafe - a foreign company is dominating the largest coffee market in Vietnam The G7 has a Marketing strategy of Trung Nguyen Corporation EBOOKBKMT.COM background as Trung Nguyen - a famous brand has long been well known but to G7 sustainable development and claims No in Vietnam market Trung Nguyen Corporation must have specific marketing strategy and large scale with the advertising quality as well as images of G7 instant coffee PART II: MARKETING & MARKETING MIX STRATEGY OF G7 2.1 Marketing strategy 2.1.1 Market Penetration strategy At the beginning, Trung Nguyen Coffee got failure in a long time when it entered to Saigon market Until 20/08/1998 they opened a coffee shop for 10 days free, Trung Nguyen marked the first success Understanding economic growth is slow, but people's lives are improved but not changed the habit of spending plans, more saving for the future so spending a difference amount to several hundred thousand Coffee shop and sidewalk are considered a pretty thoroughly It is noticed that, Trung Nguyen did not hesitate to step into the market strategy with an act of faith formation for the potential consumer Trung Nguyen activities have introduced the product to customers and led to enjoy coffee "Trung Nguyen style " Six months later, the name of Trung Nguyen Coffee has developed more than a business with 20 years seniority in the city of Buon Me Thuot Trung Nguyen has maintained the development of "Strategic Triangle" It can be said Trung Nguyen is a successful of branding in Vietnam in recent years Within years, from a small workshop in Buon Ma Thuot, Trung Nguyen has appeared over the world Trung Nguyen is almost fully exploited their advantages in an attractive market: o Entering the market as the first company processing raw coffee in the market Marketing strategy of Trung Nguyen Corporation EBOOKBKMT.COM o Huge supplier and competitor give an opportunity to choose and decide the price of product o Customers gradually formed the habit of using coffee at all times, providing the market a huge demand and potential Moreover, diverse target markets stimulates growth of businesses, creates monopoly product 2.1.2 Market expansion strategy At the end of 2003, Trung Nguyen coffee products launched G7 and exported G7 to the developed countries in the world Trung Nguyen continued developing network with 600 cafes in Vietnam, 121 distributors, 7000 point of sales and 59.000 retail stores in 2004 December 2007, Trung Nguyen coffee combined with Dak Lak People's Committee organized successfully the Coffee Culture Week in Hanoi and HCM City In 2008, Trung Nguyen continued launching new franchise systems in Vietnam and international In June 2009, Trung Nguyen started constructing the coffee factory with the modernist technology in the world at ĐakLak This is Trung Nguyen's efforts to confirm the value of Trung Nguyen Coffee brand, Buon Ma Thuot coffee in world market After conquering the domestic market quickly with quality and style, unique, Trung Nguyen started putting its brand in the market in the world with a franchise strategy for the first time in Singapore 2000 However, their successful is only true when Trung Nguyen coffee appeared in Japan next to 400 stores a total of 6000 stores Starbucks – the largest corporation of Coffee in the U.S and many brands of Japanese coffee Up to now, Trung Nguyen brand appear in Japan, Thailand, Singapore, China and the Czech Republic Trung Nguyen Coffee roasting is also present in supermarkets and other stores in the U.S., Germany, Eastern Europe, France and Russia Dang Le Nguyen Vu is expanding contracts to seek market share for Trung Nguyen in 15 countries including Germany, Australia, Canada, Taiwan, Malaysia, Philippines In festival coffee to introduce G7 to customer, Trung Nguyen has new strategy for two brands are G7 and Nescafe They’re prepared available free of charge to those who festival participants Results: 89% of festival participants said that G7 is better than Nescafe, 11% vote for Nescafe After this plan, Trung Nguyen advertised their products through traditional channels, community activities of Trung Nguyen's G7 With Slogan: “Vietnamese give priority to use Vietnam goods”, Trung Nguyen Coffee has more and more opportunities to penetrate, develop and expand the domestic market, foreign market, also Marketing strategy of Trung Nguyen Corporation EBOOKBKMT.COM However, it’s easy to see that the campaign between G7 and Nescafe is unequal Nescafe is a famous brand of Nestle Group and it is controlling market coffee in Vietnam (Vinacafe, more) G7 is a new product on the market But the marketing strategy opposite with Nescafe of G7 is contrast to the principles of marketing strategies for competitive advantage This is the first mistake of Trung Nguyen coffee and G7 The second mistake is not clearly about target customers Trung Nguyen coffee should find out about empty markets, market segments, customer segment target Because target of Trung Nguyen strategy leads to most of consumers in Vietnam but each person has style and habit is not the same, some people drink coffee to relaxed, someone drinks coffee to awake in working or studying, they not care much about brand or type of coffee, someone, in contrast, they drinks coffee because the famous brand, it makes them become professor 2.1.3 Product development strategy Before 2003, coffee is the market of MacCoffee, Vinacafe and some foreign coffee Not only entry to international market with roast coffee, Dang Le Nguyen Vu really makes business amazing when he launched G7 instant coffee in 2003 November The name of G7 instant coffee in his idea is a name easy access international but non-international outlook It has mission to conquer, dominates market of developed countries G7 starts against with foreigner of great aristocratic family about instant coffee by “G7 instant coffee festival” in Reunification Palace Trung Nguyen has changed market share instant coffee in short time: market share of Nescafe reduced from over 50% to 45%, G7 accounted for 21%, remain of other brands Their goal was not only market shares but also beat the "extended" Foreigners in Vietnam before the world Trung Nguyen exported G7 to develop countries in the world Before, name of Trung Nguyen gradually saturated with the customers both domestic and foreign G7 instant coffee has contributed significantly in the redistribution of market share in the industry Trung Nguyen is also building plants with values several million dollars to develop further this product So, with G7 product development strategy, it brings reputation for Trung Nguyen More people use product of Trung Nguyen specially G7 Beside Trung Nguyen created believable for customers This strategy makes customer trust and select “Café Viet” instead of foreign coffee Thus, this strategy has strong influenced not only domestic but also foreign market It has changed market share of coffee in domestic and expanded in the world Nowadays, G7 is a product of Trung Nguyen Coffee and a popular brand of coffee in Vietnam 10 Marketing strategy of Trung Nguyen Corporation EBOOKBKMT.COM 2.1.4 Diversification Strategy Not stopping with product development strategy, Trung Nguyen also exploited ethnicity to promote for the G7 "3in1 Dang Le Nguyen Vu presented very well for distributors, agents know the advantages and limitations of the Trung Nguyen Based on Vietnamese culture, coffee brings for customers different sense Trung Nguyen has researched and developed 30 kinds of coffee preparation of individual taste, created levels of different flavors to their products G7 was invested carefully from the packaging, promotion system with the ambition to conquer the market in developed countries April and May, 2007, Trung Nguyen continued offering a new idea for the G7 "3in1" This was advertisement film compared red cup (which is an image associated with the brand Nescafe), marked "17% of Buon Ma Thuot coffee" with the cup of the G7 "3in1" marked "89% coffee of Buon Ma Thuot In 2007 August, Trung Nguyen continued giving advertisement film compared to the red cup, but this time the cup G7 "3in1" security seal "reality Buon Ma Thuot coffee." Trung Nguyen Coffee introduced G7 "2in1" with the message "help to think better" Most recently, 2010 April, G7 launched messages: "G7 with Vietnamese aspirations" With the diversification strategy, Trung Nguyen could compete with Nescafe and Vinacafe It helps Trung Nguyen create and develop their products into the market Besides this strategy helps Trung Nguyen can get high revenue from their products This strategy also impacts to Vinacafe incentives marketing activities Moreover, it brings reputation for Trung Nguyen and makes the customer believe and select Trung Nguyen coffee not only domestic but also international It also contributes a small part into the development economic of Viet Nam 2.2 Marketing mix strategy Marketing mix is a combination of marketing tools used by Coffee Trung Nguyen to achieve the main marketing in target markets 4P of marketing mix are product, price, place, promotion The factors influence Marketing Mix: Resources (financial, personnel, technology) and the position of enterprise in the market, characteristic products of the enterprise, life-cycle of the product Depending on the characteristics of market segments participated by enterprise Depending on the environmental factors of economic, social, political, technological, and competitive 2.2.1 Product Strategy 11 Marketing strategy of Trung Nguyen Corporation EBOOKBKMT.COM With the objective of conquering the domestic market, Trung Nguyen has conquered Vietnam’s consumer by instant coffee products made from coffee seed on basalt land of Tay Nguyen It brings the different in featured flavor compared with Nescafe or Vinacafe Trung Nguyen’s instant coffee products are various and abundant, satisfy the different taste for customers In particular, after many years research and find out customer demands with dominant of success Trung Nguyen coffee’s brand has considered "saturated" with public opinion Suddenly Trung Nguyen launched G7 instant coffee product in 11/2003, formally contracted with “tycoon” (Nescafe) occupied more than 50% coffee share in instant coffee with the motto "defeat the foreign brands in Vietnam before entering into the world market" G7 is not only a product, a brand instant coffee ,but also is an evidence for a great desire, a turning point of thinking, willing to confront and compete directly with others brand from multinational companies by undaunted spirit along with intelligence and ingenious of the Vietnamese people G7 instant coffee is the convergence of the best and special in the world Coffee is purchased from the best raw materials, produced the most modern technology in the world, and combined the secretly mystical blending of Eastern Modern technology in production process is the ability to extract unique: just take a part of the most exquisite in each coffee seed to create their coffee products with distinctive flavor, dense and full of charm This makes special flavor for G7 and no instant coffee products in the market has this flavor Trung Nguyen has changed the market share of the instant coffee in the short term: Nescafe market share fell to 45%, 21% G7, remains other brands This is an innovation strategy for Trung Nguyen's products at the strongest period Trung Nguyen Coffee launched many new product lines such as: G7 in (0.16kg) directly extracts from green coffee seed, clean, pure from basalt land at Buon Ma Thuot It combined with characteristic blending of fresh coffee and modern technology in Vietnam, Trung Nguyen gives you G7 instant coffee with delicious and charming product G7 instant black (0.15kg) and dissolve in 12 Marketing strategy of Trung Nguyen Corporation EBOOKBKMT.COM G7 Cappuccino: refined with the most quintessential parts from the best coffee seeds in Buon Ma Thuot It combined cream powder and other good quality materials, added the special -Trung Nguyen and brought enthusiast for G7 Cappuccino in style Italy G7 Cappuccino has flavors to choose from: Hazelnut, Irish Cream and Mocha 2.2.2 Price Strategy Japan is a famous country for the traditional tea ceremony, besides that Japanese coffee is well known early (1800).Japanese market is a very difficult market about taste but Trung Nguyen franchise agent in Japan fixes the price for a cup of Trung Nguyen coffee higher 50% than Starbucks and higher 25% than other local coffee The success of Trung Nguyen at Tokyo created breakthrough for Trung Nguyen on integration, as a leverage to develop the franchise system in other developed countries 2.2.3 Place strategy The objective of the system stores G7 is strong support for brand of Vietnam and becomes the local distribution system as a counterbalance to the distribution of foreign corporations Specifically: Command of the local market Increase double coverage of the point sale Activities of distribution channel Trung Nguyen has ambition to become suppliers, major distributors in Vietnam With commodities are coffee, Trung Nguyen takes advantage of both the traditional forms of distribution and modern to achieve the most effective result 13 Marketing strategy of Trung Nguyen Corporation EBOOKBKMT.COM Diagram of distribution system of Trung Nguyen Coffee We feel that Trung Nguyen used a multi-channel system in the performance of their products to offer consumers In addition to maximize its function, distribution system was demonstrated on the strategic vision of Trung Nguyen in place strategy To maintain the distribution system, as well as ensuring the operation of the overall company efficiency, Trung Nguyen sets up five branches: Hanoi, Da Nang, Ho Chi Minh City (Headquarters) , Lam Dong and Can Tho For franchise systems - As the first application Franchise in 1998, just two years after appearing on the market - Currently, the company maintains Franchise system includes more than 1,000 coffee shops over our country and foreign restaurants such as the USA, Japan, Singapore, Thailand, China, Cambodia, Poland, and Ukraine - This is a vertical channel Traditional intermediary distribution - The channel has three levels to bring products for consumers: Wholesales (distributors), retailers (point of sale and retail stores: grocery store) and consumers - The traditional distribution channel Trung Nguyen has three coffee factories in VietNam, 121 exclusive distributors, 7,000 outlets and 59,000 retail outlets Factory 14 Marketing strategy of Trung Nguyen Corporation EBOOKBKMT.COM Factory in Tan Dong Hiep A, Binh Duong Province + Capacity: 3,000 tons capacity coffee / year + The total investment is over $ 10 million Plant in Buon Ma Thuot, Dak Lak + Investment about 711.72 billion VND (40 million) + Capacity of 60,000 tons / year Processing plant roasted coffee drunk in Buon Ma Thuot, Dak Lak + Capacity: 10,000 tons / year + Largest plant highlands, 80% for export production Intermediate modern distribution G7 Mart - This is the first retail system in the form of franchise in Vietnam - There are 200 suppliers for the G7 chain stores in our country - Highlights of G7 Mart, according to Trung Nguyen's vision are to satisfy small shopping habits, retail purchase of Vietnamese, and usually buy near the house - Therefore, G7 Mart usually staged on a small scale as a grocery store and in the alley However,G7 Mart overcomes the disadvantages of traditional distribution is the grocery store when the price is low, uniform, ensuring the same as a supermarket and IT applications in the management process Supermarkets - We see that Trung Nguyen used vertical distribution channels for its distribution system 2.2.4 Promotion strategy - With this new product Trung Nguyen has boldly apply the powerful methods of new media to attract the attention of consumers - With Trung Nguyen Coffee, anyone can also use the product when launching any product on the market, Trung Nguyen approaches to target audience, target of G7 instant coffee that is "taste" of specialty coffee users - Using music to coffee system of Trung Nguyen franchise to create a style enjoying was fresh and impressive Music is a spiritual food of people, but coffee is a great drink to 15 Marketing strategy of Trung Nguyen Corporation EBOOKBKMT.COM enjoy It would be expected that the efficiency of Trung Nguyen when applying this method - Choose a song purchased license with the mainstream values that Trung Nguyen would like to recommend in this new product It puts into the advertisement, it will be televised in prime time that song becomes for the soul and impress the viewer - Exploit of free advertising on social networking such as Facebook, Youtube - Use advertising poster, contact advertising in supermarkets, shopping centers - Sponsor competitions and conferences to promote products - Trung Nguyen has the promotion that appropriate for each stage and long-term campaign - According to Trung Nguyen Coffee, this company has decided to invest 15 billion for the Festival of Buon Me Thuot Coffee 2011 This is one attempt to become the coffee in the world - Advertise on the domestic and international publications such as marketing and family, TV Magazine, Miss Viet and so on PART III: EVALUATION AND RECOMMENDATION 3.1 Strength and weakness of marketing strategy 3.1.1 Strength Quality was the first to go under the franchise system, wide distribution system Better information channels, PR Strong financial resource from Trung Nguyen corporation Variety of products, from primary to middle and high-class products 16 Marketing strategy of Trung Nguyen Corporation EBOOKBKMT.COM Convenient, good atmosphere, clean place and attractive decorations Diversified, delicious taste have been satisfying different demands of customer in the world Famous coffee brand name of Viet Nam, so many people know it, they are not only Vietnamese but also foreign 3.1.2 Weaknesses Trung Nguyen Corporate is implemented of the franchise network too wide range The management and supervision are weak There are too many projects and ambitions in the same time leading to scattered power, capital, intellectual It’s becoming heterogeneous in many aspects Can clearly see the difference in price, quality and supply of coffee at the bar serving Starbucks The level of investment in space is decorated with a huge difference Trung Nguyen is the strategic use of price differentiation, which means "the price that our customers do." The objective of this strategy is to maximize profit This does not fit much in franchising 3.1.3 The difficulties and challenges The introduction of Trung Nguyen coffee products G7 is a concern As soon as this product was launched, Trung Nguyen made a series of marketing activities to advertise new products G7 has earned certain success during the early and marketing strategy is to declare against with Nescafe It is easy to see that the flight G7 - Nescafe is unequal Nescafe is a famous brand of Nestle Group has a dominant coffee market in Vietnam (in addition to Vinacafe) G7 is just a new product on the market But the marketing strategy of G7 confrontation with Nescafe is gone against to the principles of marketing strategies for competitive advantage This is the first mistake of Trung Nguyen and G7 As a latecomer in the field of instant coffee, Trung Nguyen should find void market, segments market, and segment target customer Because styles and habits of each person when drinking coffee is not the same Some people drink their coffee is simply the habit of drinking coffee to awake in work or study, they not care much about brand or type of coffee, as long as the coffee to drink However, there are people who drink coffee are for relax and entertainment after hard working or simply they enjoy their favorite coffee of a certain brand Sometimes, people drink coffee because of wellknown brands of the company, they will feel more sophisticated, more professional style 17 Marketing strategy of Trung Nguyen Corporation EBOOKBKMT.COM through a coffee brands Meanwhile, Trung Nguyen's strategy will target the vast majority of consumers in Vietnam So, maybe the second mistake of Trung Nguyen and G7 is not clearly defined target customers Trung Nguyen is gradually in danger of losing credibility when cannot control other operations of franchised dealers 3.2 Recommendation 3.2.1 For Trung Nguyen Corporation Complete management method in franchise system Specialization role of each member in marketing system Trung Nguyen need new resource, new spirit Need to establish a new brand of justice to the coffee growing countries in the world Establish mechanisms to bring the harmony of interests for all concerned To pay attention to governance issues of distribution channels Development of retail stores a more professional style Re-established brand with deep and ethnic pride Accelerating development of distribution network based system distributors, dealers and stores available on the market Development of quality human resources, IT systems to ensure quality of service of the company 3.2.2 For government Party and Government leaders need to make policy development and realization of the project, with its own policies for "ecological economy in Dak Lak." Create mechanisms and policies to support resources Make decisions with political for regional economic development Increased competition for retailers in the distribution system PART IV: CONCLUSION Today, coffee is a commodity business-critical production Vietnam's coffee industry increasingly confirmed its position in the world coffee market Every year, the coffee industry has taken the country a significant amount of turnover and resolved employment problem, maintained life for hundreds of thousands of households in 18 Marketing strategy of Trung Nguyen Corporation EBOOKBKMT.COM mountainous areas, especially the Trung Nguyen These achievements that have confirmed the position and role of the coffee sector in the national economy, contributed to industrialized and modernized the country Marketing strategies for Trung Nguyen have built a reputable brand in the minds of the customers and consumers not only in domestic but also foreign in the product Trung Nguyen Coffee can say that is the pride of our country in a prestigious brand in the international In short, after nearly 15 years of construction and growth, Trung Nguyen has constantly strived and achieved important achievements to contribute the development of the country's economy is the most strategic locations on Highland Besides, the results of Trung Nguyen Coffee also faced many difficulties and challenges in capital, competition, market, technologies and so on but Trung Nguyen still worthy is one of the leading business Vietnam's coffee industry Trung Nguyen coffee brand was confirmed strong reputation in the business world, appreciated in the world Trung Nguyen Coffee contributed to affirm images of the Vietnam Business for friends around the world, set the stage for the Vietnam Business and reached further into other international markets References Text book: Chiến lược kinh doanh tập đoàn café Trung Nguyên- ThS Đỗ Văn Tính http://old.trungnguyen.com.vn/en/Home.aspx http://trungnguyen.com.vn/ http://en.wikipedia.org/wiki/Marketing_mix http://www.trungnguyen.com.vn/ http://www.scribd.com/doc/39637831/Content http://www.wattpad.com/276291-chi%E1%BA%BFn-l%C6%B0%E1%BB %A3c-marketing-trung-nguyen http://gucafe.com/doanh-nghiep-cafe/binh-luan-thuong-hieu/chien-luoc-kinhdoanh-cua-tap-doan-cafe-trung-nguyen.html 19 Marketing strategy of Trung Nguyen Corporation ... and skills of the group to clarify the issue: Marketing & Marketing mix strategy of G7 Marketing strategy of Trung Nguyen Corporation EBOOKBKMT.COM PART I: INTRODUCTION 1.1 Trung Nguyen Corporation... Marketing strategy of Trung Nguyen Corporation EBOOKBKMT.COM Today, with about 1,000 franchised coffee shops, Trung Nguyen always brings people Vietnamese coffee of top quality in any Trung Nguyen. .. development economic of Viet Nam 2.2 Marketing mix strategy Marketing mix is a combination of marketing tools used by Coffee Trung Nguyen to achieve the main marketing in target markets 4P of marketing