Subject SUPPLY CHAIN MANAGEMENT TABLE OF CONTENS I Company Overview 3 1 Introduce about the company 3 1 1 Stages of company development 3 1 2 Vision 5 1 3 Mission 5 1 4 Core values 5 2 The reason our team choose Trung Nguyen 6 2 1 Why did our group choose the coffee business in Vietnam? 6 2 2 Why did our group choose Trung Nguyen company? 6 2 3 Why did our group choose the G7 instant coffee product? 6 II Supply chain of the Trung Nguyen 10 1 Stages of Supply chain.
GROUP REPORT Subject: SUPPLY CHAIN MANAGEMENT TABLE OF CONTENS I Company Overview .3 II Introduce about the company 1.1 Stages of company development 1.2 Vision .5 1.3 Mission 1.4 Core values The reason our team choose Trung Nguyen 2.1 Why did our group choose the coffee business in Vietnam? 2.2 Why did our group choose Trung Nguyen company? 2.3 Why did our group choose the G7 instant coffee product? Supply chain of the Trung Nguyen 10 III Stages of Supply chain of the Trung Nguyen .10 1.1 Material supplier 10 1.2 Factory 11 1.3 Distributor 11 1.4 Customer 13 Three flows 13 2.1 Product flow 13 2.2 Information flow 18 2.3 Fund flow .20 The competitive strategy and supply chain strategy 21 The competitive strategy 21 The supply chain strategy .22 IV Six drivers that determine the performance of Trung Nguyen’s supply chain 24 Facilities .24 1.1 Manufacture factory .24 1.2 Place of inventory 27 Inventory 27 Transportation .27 Information 27 Sourcing .29 Pricing 30 V Distribution 31 Distribution system .31 Design for Distribution Networks 32 REGERENCES 34 I Company Overview Introduce about the company ❖ Trading name: TRUNG NGUYEN GROUP JOINT STOCK COMPANY ❖ Head office address: 82-84 Bui Thi Xuan, Ben Thanh Ward, District 1, Ho Chi Minh City, Vietnam ❖ Website: https://trungnguyenlegend.com/ ❖ Trung Nguyen Group was established in 06/06/1996 by Mr Dang Le Nguyen Vu in Buon Ma Thuot - Vietnam's coffee capital ❖ The Group operates in the following fields: coffee production, processing and trading; franchise; distribution services, modern retail and tourism 1.1 Stages of company development ● In 1998: The establishment of the first coffee shop in Ho Chi Minh City was the first step for the establishment of the Trung Nguyen coffee shop system in the provinces of Vietnam and countries around the world ● In 2001: Successful franchising in Japan, Singapore Announcement of the slogan: "Inspire Creativity" with products distilled from the best coffee beans, modern technology, unique oriental know-how that cannot be copied, and extreme passions that have brought China to the world Nguyen conquered consumers all over the country ● In 2003: The G7 instant coffee product was born with the event "G7 Instant Coffee Festival" at the Reunification Palace on November 23, 2003 which attracted thousands of participants and made a mark with the event blindly vote directly for the most favorite instant coffee product between G7 and the world's major coffee brand As a result, 89% of people chose G7 as their favorite product ● In 2010: Trung Nguyen coffee products were exported to more than 60 countries and territories around the globe, typically the US, Canada, Russia, UK, Germany, Japan, China, Asean, … ● In 2012: The most favorite coffee brand among Vietnamese consumers Trung Nguyen Coffee is the No Brand in Vietnam with the largest number of coffee consumers There are 11 million/17 million Vietnamese households buying Trung Nguyen coffee products Launching the Journey of Great Independence Starting a Nation with a Festival of Creativity for Vietnamese Aspiration attracting more than 50,000 participants ● In 2013: G7 celebrated its 10th anniversary, marking years of leading the market share and being the most popular The Journey of Great Will - Kien Quoc Startup spread widely with the Creative Future contest and the 2nd Creative Festival for Vietnamese Aspiration attracting 100,000 participants ● In 2016: Celebrating 20 years of Service Journey, announcing a new Title, Vision, and Mission Launched space Trung Nguyen Legend Café – The Energy Coffee That Changes Life, becoming the largest coffee shop chain in Southeast Asia Donating million life-changing books in the Great Journey of Lap Chi Kien Quoc Startup for Vietnamese Youth ● In 2017: Trung Nguyen Legend officially opened a representative office in Shanghai (China), one of the world's leading commercial and financial centers Launching E-Coffee Model: Specialty – Specialty Coffee System, Energy Coffee – Life Changing Coffee ● In 2018: Inaugurated the World Coffee Museum at the "Global Coffee Capital" Buon Ma Thuot Launch of Trung Nguyen Legend and Trung Nguyen Legend Capsule energy coffee masterpieces ● In 2019: Launching the Journey from the Heart, the Journey of Great Independence - Start-up Kien Quoc to the highest mountains and the most remote seas and islands of the country ● In 2020: Launching Show to experience Coffee Civilizations: Ottoman Roman - Zen ● In 2021: Celebrating 25 years of establishment of the Group 1996 - 2021 The Coffee City project officially inaugurated the model house and utility areas As a new coffee brand in Vietnam, it swiftly established a reputation and has become the most well-known coffee brand among both domestic and foreign consumers 1.2 Vision Great organization by serving the human community 1.3 Mission Building a unified human community according to a value system of mindful living that leads to real success and happiness 1.4 Core values ● Absolute faith ● Community service ● Humanity develops ● Financial stability The reason our team choose Trung Nguyen 2.1 Why did our group choose the coffee business in Vietnam? Currently, coffee is an important business commodity Vietnam's coffee industry is increasingly asserting its position in the world coffee market Every year, the coffee industry brings to the country a significant volume of turnover and creates jobs and stabilizes the lives of hundreds of thousands of households in mountainous areas, especially the Central Highlands These achievements have affirmed the position and role of the coffee industry in the national economy, contributing to the industrialization and modernization of the country 2.2 Why did our group choose Trung Nguyen company? In the Vietnamese coffee industry, Trung Nguyen coffee is a very close and familiar brand Coffee trees have been present in Vietnam for a long time, but the Vietnamese coffee brand is not reputable in the international arena Trung Nguyen Coffee can be said to be the pride of our country about a reputable brand in the international arena Trung Nguyen Coffee is one of the leading famous brands in Vietnam and is present in more than 60 countries around the world According to B&Company Vietnam and Nikkei BP Consultancy, Trung Nguyen coffee group is one of the most popular brands in Vietnam, next to Vinamilk and Vietnam Airlines 2.3 Why did our group choose the G7 instant coffee product? Vietnam's instant coffee industry is a potential market when 70% of people living outside of big cities prefer this type of coffee due to its convenience, competitive price and many choices In mid-2012, Trung Nguyen announced market research results from AC Nielsen company, according to which G7 has become the number instant coffee brand in terms of market share and most loved by consumers in Vietnam Vietnamese brand with the desire to conquer the world G7 instant coffee has been exported to 60 countries around the world and key markets such as the US, China 2.3.1 Product Line Trung Nguyen's products are divided into groups Premium Trung Nguyen Coffee: Weasel - Weasel coffee Legendee - Weasel Coffee Creative coffee ❖ Coffee Roasters Roasted and ground coffee includes Mixed product groups (I, S, Brown, Premium Blend, Gourmet Blend, House Blend), Filtered (1,2,3,4,5), Creative (1,2, 3,4,5,8) ❖ G7 instant coffee Includes G7 3in1, 2in1 (Ice Black), Dissolve Black, Strong Gu X2 (2in1 and 3in1), Cappuccino, Passiona and White Coffee - silver suu ❖ Trung Nguyen coffee beans: Espresso, ground beans ❖ Brothers sweetened condensed cream With sweet, seductive milky aroma and distinctive flavor blended with coffee to create the most delicious Vietnamese milk coffee In addition, Brothers Sugar Condensed Cream also adds Vitamins B1, B6 which is very good for health 2.3.2 G7 instant coffee production process ❖ Stage 1: Harvesting coffee ❖ Stage 2: Sorting and testing raw coffee ❖ Stage 3: Coarse wash ❖ Stage 4: Peeling ❖ Stage 5: Drying and drying green coffee ❖ Stage 6: Roasting and grinding green coffee ❖ Stage 7: Extraction ● Pre-stripping: Before reducing solutes, volatile compounds must be removed Usually this is done by passing steam through the roasted and ground coffee ● Soluble coffee solids: In this process, water is used as a solvent Dissolved substances can be removed in three ways: filter reduction (percolation batteries), reduction by a counter-current system, and slurry extraction - Percolation batteries: The coffee is kept in a system of pipes Then hot water is passed through the system and removes the dissolved substances in the coffee These substances are separated from the system, and the coffee after extraction is discharged - Counter-current system decanting method: Coffee is kept in an inclined chute, then pushed upwards by two high-speed rotating screws Hot water is then introduced into the upper part of the chute, causing the coffee solubles to be reduced and the solution to escape through the bottom of the chute This method is very expensive and not suitable for small-scale production - Slurry extraction: Coffee and water are mixed together in a tank, then separated by a centrifugal pump This is also a very expensive method ❖ Stage 8: Condensation After extraction, we cannot dry it because the concentration of coffee solution is 20-22% at this time To facilitate the drying process, the extract must be concentrated to a concentration of 30-33% ❖ Stage 9: Drying There are two drying methods: ● Freeze drying: In this method, the water in the coffee evaporates leaving a solution with a high concentration of coffee This solution is then cooled to -40oC, forming ice crystals Through the process of sublimation (the solid turns into a vapor), the rock is separated from the crystal The remaining dry beans are instant coffee Although this method is quite time consuming, it is able to retain the flavor of the coffee much better than the spray drying method ● Spray drying method: After natural evaporation, the concentrated coffee solution is sprayed from a high tower into a chamber containing hot air The circulation of hot air in this chamber separates the water from the solution and leaves behind the dry coffee powder This method is much simpler than the freeze-drying method However, too high a temperature makes the coffee taste more lost If instant coffee needs to be decaffeinated, this decaffeination must take place before roasting ❖ Stage 10: Packing II Supply chain of the Trung Nguyen Stages of Supply chain of the Trung Nguyen 1.1 Supplier Other materials Franchise system Coffee beans from farmers, traders Manufacturer Distributor Grocery Customers Packaging Supermarket Equipment Supplier Note: Manufacturer Retailers Distributor Customer ❖ Coffee beans suppliers: G7 instant coffee is extracted directly from green, clean, pure Robusta coffee beans from the basalt land of Buon Ma Thuot There are two forms of purchasing coffee beans: buying from private businesses and traders and buying 10 Diversity Responsiveness: G7 instant coffee product line is very diverse, suitable for many male or female customers and suitable for each coffee taste such as G7 3in1 Coffee: instant coffee, made from coffee beans in Buon Ma Thuot and using advanced German roasting technology G7 2in1 Coffee: instant black coffee, a product line for those who like to drink iced black coffee G7 instant black coffee: with 100% black coffee ingredients, convenient for users to make coffee Strong G7 Gu Coffee X2: with a taste twice as strong as instant coffee products of the same type, including product forms, 2in1 and 3in1 G7 Passiona 4in1 Coffee - Coffee for women: a product with low caffeine content and added collagen G7 Cappuccino Coffee includes G7 Cappuccino Hazelnut, G7 Cappuccino Coconut and G7 Cappuccino Mocha with flavors of milk and cream The 22 special feature of the G7 coffee line is its own flavor, unmistakable with any other brand on the market Ability to meet different consumer needs through packaging Box form has 18 packs/box, 21 packs/box In the form of bags, there are 50 packs/bags, 20 packs/bags Some lines of 2-in-1 coffee, cappuccino, etc have a special packaging of 12 packs/box, 15 packs/box For packing specifications, G7 3in1 coffee is packed in 24 boxes/carton G7 3in1 pack 50 packs packed 10 bags/carton, 20 packs packed 24 bags/carton Cappuccino, Passiona packing boxes/carton IV Six drivers that determine the performance of Trung Nguyen’s supply chain Facilities 1.1 Manufacture factory The perfect combination between the most modern technology and the mysterious secrets of the East are unique features only found in Trung Nguyen Trung Nguyen is transferred by the world's leading corporations with environmentally friendly technology From a small coffee roasting facility, Trung Nguyen has now developed into a corporation with a solid infrastructure system 23 Trung Nguyen currently has factories specializing in the production of instant coffee and factories designed for both roasting and instant coffee production ❖ Coffee processing factory in Buon Ma Thuot, Dak Lak As the largest coffee processing factory in the Central Highlands region, construction was started by Trung Nguyen Coffee Co., Ltd on October 21, 2003 The factory includes two workshops for processing powdered coffee and instant coffee, with a total investment value of more than VND 152 billion The instant coffee workshop with modern European technology is worth more than 120 billion VND ❖ Trung Nguyen instant coffee factory (Di An - Binh Duong) Trung Nguyen Coffee Company put into operation G7 Instant Coffee Factory at Tan Dong Hiep A Industrial Park, Binh Duong Province on November 2, 2005 ● Area of hectares ● Capacity of 3,000 tons of instant coffee/year ● Total investment capital is over 10 million USD ● The factory's entire line of equipment and technology is manufactured and transferred directly from FEA s.r.l - an Italian company specializing in manufacturing food processing and instant coffee equipment Investing in building a production plant with modern technology is the foundation for Trung Nguyen to integrate and compete with other coffee brands in the region and globally The factory will boost export output and enhance the value of Vietnamese coffee brands in the international market ❖ Trung Nguyen coffee processing factory in Tan An industrial cluster, City Buon Ma Thuot (Dak Lak): started construction on June 9, 2009 ● Area of 27,000 m2 ● Capacity of 60,000 tons of green coffee and 30,000 tons of powdered coffee/year 24 ● Total investment capital is 40 million USD ● According to the design, along with a closed roasting and grinding line, packaging coffee products, the factory also installs an instant coffee production line Saigon Coffee Factory (My Phuoc - Binh Duong): The factory was acquired from Vinamilk Dairy Joint Stock Company in 2010 ● Area of over hectares ● Processing capacity of 1,500 tons of instant coffee and 2,600 tons of roasted coffee per year ● Total investment capital is more than 17 million USD The acquisition of Saigon Coffee factory could increase Trung Nguyen's total production capacity to 30,000 tons of finished coffee per year (said by Le Tuyen, Marketing and Communications Director of Trung Nguyen) ❖ Trung Nguyen Bac Giang Factory: is the largest instant coffee factory in Asia, officially inaugurated at Quang Chau-Viet Yen Industrial Park, Bac Giang province on March 28, 2012 ● Design capacity more than 100 tons/day ● With a total investment capital of 2200 billion VND ● The first phase focuses on processing and packaging G7 instant coffee products The second phase is to invest in a processing technology system to meet the growth of the export market On November 20, 2021, the factory officially joined the production - supply chain of Trung Nguyen Legend Group with shipments of G7 instant energy coffee in accordance with Trung Nguyen Legend Group's quality standards The factory supplies G7 instant coffee products to the Northern region and the Chinese billiondollar market In order to meet the market demand, which is increasingly loving G7 products, especially in the context that the Group's production - supply chain has been seriously affected by the Covid-19 epidemic in Binh Duong and Buon Ma Thuot, 25 Trung Nguyen Group Legend has invested in expanding production lines, upgrading machinery, equipment and facilities to expand scale, increase productivity, output and quality of the factory in Bac Giang Expected, in 2022 Trung Nguyen factory in Bac Giang will increase production by 25-50%, promote recruitment of more workers, create jobs for more than 400 local workers 1.2 Place of inventory Trung Nguyen stocks raw materials and finished products at the factory's warehouse Inventory Currently, with a leading position in the coffee production industry, customer demand for Trung Nguyen's products is regular and continuous To meet the growing demand of the market, Trung Nguyen implements inventory production strategies The company must complete a large amount of products before orders and keep inventory to promptly meet customer needs in the fastest way Transportation ❖ Trucks are vehicles used by the company to transport raw materials to the manufacturing plant and finished products to distributors ❖ The company cooperates with shipping companies such as Mekong Logistics to transport finished products to its distributors 26 Trung Nguyen cooperates with prestigious and reliable delivery companies such as: Grab, GHN, GHTK, ViettelPost and internal delivery team to ensure that the goods are delivered directly to customers nationwide Information ❖ When designing processes of the supply chain, managers must determine whether these processes are part of the push or pull phase in the chain and different types of systems require different types of information Trung Nguyen uses a push strategy The company conducts demand forecasting in the market then develops master production schedules and creates schedules for suppliers with part types, quantities, and delivery dates ❖ Technology supports information sharing and analysis in the supply chain Trung Nguyen implemented a distribution management system (DMS) This information technology system of Trung Nguyen has widen reach to 120 distributors, helping to reduce some paperwork, email, optimize inventory, product cycle and improve sales All necessary information about orders, products, prices, promotions, inventory quantities are provided by DMS software Distribution Management System is a smart and professional solution for today's manufacturers and distributors This tool helps to synchronize data management and update information throughout the supply chain, from the manufacturer to each distributor and retail point DMS software mainly focuses on managing sales activities in distribution channels Besides, in the context of online shopping being a trend, Trung Nguyen has built a different energy coffee space, especially on the online platform, called Coffee Hypermarket In order to bring the best online shopping experience to consumers as well as effectively manage the data system of the Coffee Hypermarket online sales channel, Trung Nguyen has cooperated with Magenest in the process of building and developing Coffee ecosystem on its online coffee space Magenest has integrated the Magento system with ERP, SAP, HANA platform and POS system The data about inventory, customers, revenue will be synchronized between platforms easily With the use of the new system, Trung Nguyen's revenue through the online sales channel increased significantly Data management becomes easier: orders are processed faster and more smoothly, customer information is neatly arranged, and incentive programs are applied flexibly 27 Sourcing ❖ Supplier selection: The number of suppliers will determine the competitive pressure and negotiating power of enterprises in the industry and enterprises If there are only a few large-scale suppliers in the market, it will create competitive pressure, affecting the entire production and business activities of the industry ● In terms of equipment and machinery for production with the coffee industry, the suppliers are very diverse Trung Nguyen selected Neuhaus Neotec Company - the world's leading manufacturer of coffee equipment in Hakenkamp - Germany and FEA s.r.l - the leading Italian manufacturer of food processing equipment and instant coffee ● Currently, in order to proactively source strategic raw materials, Trung Nguyen invests and directly manages coffee farms of farmer households in Dak Lak Therefore, Trung Nguyen ensures low prices and shipping costs, competitive pressure from suppliers is an issue that Trung Nguyen does not have to face at present Trung Nguyen opens training courses on techniques for farmers This training program contributes to increasing the area of sustainable coffee materials in Trung Nguyen to 2,500ha with 1,500 participating farmers This is one of the strategic activities of Trung Nguyen Company to improve the quality of raw materials to create special coffee products Company Apply UTZ standards to raw material areas Thereby, Trung Nguyen ensures product traceability, contributes to environmental protection, complies with trade regulations and 28 international labor conventions, and meets strict market standards, especially the world market ❖ Sourcing-Related Metrics: ● Average purchase price: The market price for coffee beans is 40,600 VND/kg 41,200 VND/kg (2022) Trung Nguyen invests in the coffee farm system and consumes all green coffee products with a purchase price higher than 400 VND/kg compared to the market price ● Supply quality: The farms must ensure to participate in the training program and comply with UTZ standards, the equipment and machinery suppliers are all famous companies abroad Pricing The price of regular G7 instant coffee products is not much different from other coffee brands In general, Trung Nguyen keeps prices stable, ensuring that the perceived value of customers is always consistent with the costs they pay However, in the long term, the company also monitors market fluctuations and consumption trends to take measures to adjust prices Prices will change in relation to market volatility, consumer trends, and future movements of competitors For example, in the period of 2012 when the economy was difficult, the price of coffee in the country and the world increased, the increase in coffee prices will affect demand, so Trung Nguyen has implemented price stabilization Therefore, G7 sales volume in 2012 reached the highest level compared to competitors By 2013, Trung Nguyen was forced to increase prices to partially offset the cost of raw materials Price: G7 coffee in box 21 packs x 16 grams unit price 48,000/box G7 in coffee 15 packs x 16g priced at 43,400 VND/box, 24 boxes priced at 972,000 VND 216g cappuccino coffee line, unit price 50,000 VND Trung Nguyen instant black coffee without sugar 15 packs x 2g retail price 20,000 VND G7 3in1 strong coffee price retail price 44,600 VND 12 packs x 15g Passiona Trung Nguyen Coffee in box 14 packs x 16g retail price 46,800 VND 29 V Distribution Distribution system Channel organization: Trung Nguyen's distribution channel is divided into branches, all of which are vertically linked, each with its own distinct characteristics: Traditional distribution system: In the channel, there are levels to bring products to consumers: Finished products will be distributed to distributors, retailers (point of sale and retail stores retail: grocery store, supermarket), then go to the end consumer Franchise distribution system: This is a franchise model with more than 1000 franchised cafes at home and abroad Finished products will be distributed to Trung Nguyen's franchise stores such as Trung Nguyen Legend-coffee, and then go to the end customer 30 Modern distribution system: Trung Nguyen uses a vertical distribution channel for this distribution system by distributing directly from manufacturers to supermarkets and retail stores and then go to customers finally without going through the distributor Design for Distribution Networks Retail storage with customer pickup Customers can come directly at Trung Nguyen's retailers such as supermarkets (BigC, FiviMart, Co opMart ), other retail stores (traditional markets, convenience stores, ) to purchase the products In addition, customers can contact us by other methods such as calling back or placing orders on retailers' websites Manufacturer or distributor storage with customer pickup Trung Nguyen Legend Cafe and E-coffee stores stock goods Customers come directly to these stores to enjoy coffee 31 Distributor storage with carrier delivery Distributor’s stock and deliver when customers order on the company's website or e-commerce platforms Through the distribution management system DMS, the nearest distributor will deliver the goods such as Blueway Joint Stock Company, Ngoc Ha Trading and Service Joint Stock Company, Hoang Phuong Import-Export and Trading Co., Ltd Trung Nguyen cooperates with prestigious and reliable delivery companies such as: Grab, GHN, GHTK, ViettelPost and internal delivery team to ensure that the goods are delivered directly to customers nationwide 32 REGERENCES http://trungnguyencoffeevn.com/gioi-thieu-ve-cong-ty/ 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