MARKETING PLAN FOR TRUNG NGUYEN LEGEND TRUNG NGUYEN OFFICE

MINISTRY OF FINANCIAL UNIVERSIY OF FINANCE – MARKETING MODULE: MARKETING SERVICE ASSIGNMENT: FINAL EXAMINATION CODE: 211170208601 MARKETING PLAN FOR TRUNG NGUYEN LEGEND TRUNG NGUYEN OFFICE Full Name Trương Việt Anh Đỗ Lương Phương Trinh Tống Viết Nguyên Đạt Tăng Ngọc Như Ý HO CHI MINH CITY, 2022 MINISTRY OF FINANCIAL UNIVERSIY OF FINANCE – MARKETING MODULE: MARKETING SERVICE ASSIGNMENT: FINAL EXAMINATION CODE: 211170208601 MARKETING PLAN FOR TRUNG NGUYEN LEGEND TRUNG NGUYEN OFFICE Full Name Trương Việt Anh Đỗ Lương Phương Trinh Tống Viết Nguyên Đạt Tăng Ngọc Như Ý HO CHI MINH CITY, 2022 TABLE OF CONTENTS CATALOG OF PICTURE CATALOG OF TABLE SECTION 1: INTRODUCTION 1.1The reason for choosing the topic 1.2Overview of Trung Nguyen Legend Corporation 1.3Overview of Trung Nguyen Office SECTION 2: SITUATION, MARKET & COMPETITORS ANALYSIS 2.1Current market situation 2.2Competitors 2.2.1Direct Opponent 2.2.2Potential Competitors 2.3Environment Macros 2.3.1Economic environment 2.3.2Political and legal environment 2.3.3Socio – cultural environment 2.3.4Science and technology environm SWOT SECTION 3: TARGET CUSTOMERS ANALYSIS & POSITIONING STRATEGY 3.1Targeting 3.2Positioning SECTION 4: ANALYSE THE MARKETING – MIX STRATEGIES (7PS) 4.1Product 4.1.1 About the product 4.1.2Core product 4.1.3Supplementary Services 4.2Price 4.2.1Value – based pricing 4.2.2Cost – based pricing strategy 4.2.3Combo pricing 4.3 Place 4.3.1 Channel of Trung Nguyen Offic 4.3.2 Flow model of distribution to se 4.4 Promotion 4.4.1 Advertising 4.4.2 Public Relations 4.4.3 Promotion 4.5 Process 4.6 People 4.6.1 Human resource organization m 4.6.2 The human factor determines se 4.7 Physical Evidence 4.7.1 External environment 4.7.2 Internal factors SECTION 5: CONCLUSION ACTION PLAN CONTROL APPENDIX STUDENT PERFORMANCE REVIEW PLAGIARISM CHECK ii CATALOG OF P Picture 1 Logo design by the team YPicture Positioning map YPicture Flowchart 14 Picture Blueprint 17 Picture Human resource organization model at Trung Nguyen Office 18 Picture 4 Illustration about external design 19 Picture Logo designed by team 20 Picture Illustration about parking lot 20 Picture Uniform of Trung Nguyen 22Y Picture Timeline 25 CATALOG OF TABLE Table SWOT analysis Table For the E – Office model Trung Nguyen Office offers 11 Table Rental rates 12 Table Duties of the job 18Y Table Control 26 iii SECTION 1: INTRODUCTION 1.1The reason for choosing the topic The Vietnamese coffee business has changed dramatically since the emergence of the COVID-19 epidemic Many shops have had to close their doors, while others have adjusted their business methods and remodeled More new coffee shops, brands, and models will enter the food and beverage (F&B) sector beginning in 2021 Recently, the co-working space model has also started blowing a new wind in the beverage market Consumers are so accustomed to working online that they prefer to work in stores with quiet spaces rather than at companies Recognizing the market trend, our team has suggested Trung Nguyen Office, a new coffee model for Trung Nguyen Legend Customers who use the service can rent a workspace (office) by the day, week, or month, as well as receive discounts on cake and drink bundles at the shop 1.2 Overview of Trung Nguyen Legend Corporation Trung Nguyen Group mainly operates in the fields of: production, processing, coffee trading and coffee franchise Currently, Trung Nguyen coffee is one of the leading famous brands in Vietnam, receiving the trust of many domestic and foreign customers Targeting: Become a “Great Organization” by serving the human community Mission: Building a unified human community according to a value system of mindful living that leads to real success and happiness 1.3 Overview of Trung Nguyen Office Trung Nguyen Office belongs to Trung Nguyen Legend - The leading corporation in the coffee industry with more than 23 years of experience, will own available advantages from space design, interior layout, to supply chain, training, Information technology, coffee expertise and especially dedication to customers, always listening and bringing great experiences… This makes Trung Nguyen Office confident not only in developing the right position Its difference is "New generation office coffee", but also ensures the operation of the service during its operation Trung Nguyen Office was launched with a business model integrating many spaces in a certain area With the strength of coffee, a drink that brings alertness to working people, especially for office workers, this has great potential Taking advantage of that, combined with a quiet but equally modern working space, Trung Nguyen Office was born, promising to bring a professional, convenient and comfortable working space for customers Picture 1 Logo design by the team SECTION 2: SITUATION, MARKET & COMPETITORS ANALYSIS 2.1 Current market situation The Covid-19 epidemic has a significant impact on our lives, lifestyles, and especially the way we work from 2021 to 2022 Businesses have the opportunity to experiment with many various working methods during the period of social separation and to partially understand the strengths of firms each way The office market in Vietnam is growing and changing, and there are more and more varieties of smart workplaces It's impossible not to mention the Coworking Space workplace paradigm in this context Because of its simplicity, flexibility, and strong community, this model has been used by many large and small businesses 2.2 Competitors 2.2.1 Direct Opponent Trung Nguyen Office must understand not only itself but also its competitors in order to remain in this intensely competitive market Highland Coffee, Starbucks, and The Coffee House are direct competitors of Trung Nguyen Office in the Vietnamese coffee shop chain industry Highlands Coffee's: main business plan is to open stores in office buildings (achieving Grade A) This is because Highlands Coffee caters to middle-class clients, office workers, and young people Highlands Coffee now has over 336 locations Highland Coffee's revenue reached about VND 2,200 billion in 2019 and nearly VND 2,140 billion in 2020, significantly outstripping and more than doubling the total earnings of its competitors Starbucks: The Starbucks chain's income in 2019 exceeded VND 780 billion, up more than 32% from the previous year due to rapid system expansion This figure places the world-famous coffee chain behind Highlands Coffee, The Coffee House, in the category of chains with the highest income The Coffee House: The Coffee House has grown to become Vietnam's second largest coffee chain following numerous expansions and capital increases (after Highlands Coffee) This chain's revenue in 2019 was VND 863 billion, up nearly 30% from the previous year The Coffee House, on the other hand, had the greatest loss in the leadership group, with a loss of more than VND 80 billion Among coffee chains, it has the largest gross profit margin The main reason for this chain's loss is high selling costs 2.2.2 Potential Competitors Kai Coffee: is a privately owned coffee business that first opened in 2015 and now has five locations With a large amount of open space and a variety of locations dedicated to various interests There are peaceful places among trees, spacious meeting tables, and even an outside area It attracts a huge number of clients, particularly office employees, for these reasons Box 24h: has a large, airy, and energizing space The restaurant has a peaceful space, which makes it ideal for working Customers that use the service here don't have to worry about working hours because the business is open 24 hours a day, seven days a week 2.3 Environment Macros 2.3.1 Economic environment The fourth quarter of 2021 is expected to expand by 5.22 percent over the same period last year, which is higher than the growth rate of 4.61 percent in 2020 but lower than the growth rate of the fourth quarter of 2011-2019 In the fourth quarter of 2021, GDP increased by 3.86 percent over the same period the previous year; accumulated assets climbed by 3.37 percent; exports of goods and services increased by 14.28 percent; imports of goods and services increased by 11.36 percent (Source:https://www.gso.gov.vn/du-lieu-va-so-lieu-thong-ke/2021/12/bao-cao-tinhhinh-kinh-te-xa-hoi-quy-iv-va-nam-2021/) The COVID-19 outbreak will continue to develop in a difficult manner across the country in 2022, according to the outlook for the service industry Localities have implemented the smallest zoning, fully handled outbreaks, and at the same time, Vietnam's vaccination rate has also reached a low level, thanks to a safe adaption strategy to economic development As a result, business activity in service industries are expected to rise significantly in comparison to 2021 (Source:http://thitruongnongsan.gov.vn/vn/tID24992_Chinh-sach-nganh-hang-ca-phe-.html) 2.3.2 Political and legal environment The government has backed the coffee sector between 2020 and 2030: Ministry of Agriculture and Rural Development's project for sustainable coffee development till 2020 (August 1, 2014) Coffee replanting project in the Central Highlands, 2014-2020 - Ministry of Agriculture and Rural Development (October 21, 2014) The Ministry of Agriculture and Rural Development has authorized the re-economic cultivation's and technical standards (Decision 340/QD-BNN-TT dated February 23, 2013) (Source:http://thitruongnongsan.gov.vn/vn/tID24992_Chinh-sach-nganh-hang-ca-phe-.html) 2.3.3 Socio – cultural environment A survey by IAM on coffee habits found that 65 percent of Vietnamese drink coffee seven times a week, with men accounting for 59 percent of the total Coffee is a popular drink in Vietnam, and many Vietnamese people prefer it (Source:https://zingnews.vn/ca-phe-cach-tan-tien-phong-dap-ung-thi-hieu-nguoi-dung- post726431.html) Office: When Vietnamese people think of offices, they think of restraint, discipline, rules, and so on Following the Covid era, a survey was done with the help of ADP, a survey business Two-thirds of the 33,000 people who took part in the survey said they would consider looking for a new job if they were forced to return to work full-time unnecessarily Recognizing this, Trung Nguyen offers an Office model that both meets a suitable working environment and produces a comfortable area, boosting creativity in order to provide the best possible client experience 2.3.4 Science and technology environment The coffee industry's commercial activities have been directly impacted by the rapid growth of technology The equipment and machinery sector is extremely diversified, and the introduction of new technologies poses a challenge to existing items As a result, Trung Nguyen's push on technological innovation is constant Trung Nguyen chooses the most convenient, pleasant, and ideal desks, chairs, and products with the most advanced technology for his workplace design to provide the finest experience for his customers SWOT Table SWOT analysis S (Strength) The business model is still quite new in the market Service staff is always available to assist customers Quiet space to work, avoid being disturbed by noise Private space for meetings with all necessary equipment Full range of stationery tools O (Opportunities) Few strong competitors in the new Co-working model Own media through solid television Laws and regulations of the state W (Weaknesses) The price is quite high, so the customer file is limited The office coffee model can only be concentrated in big cities, difficult to distribute widely T (Threats) As a new model, it takes time to change customer perception Need a large amount of capital and long-term 4.6 People 4.6.1 Human resource organization model Picture Human resource organization model at Trung Nguyen Office 4.6.2 The human factor determines service quality 4.6.2.1 Customer Customers are an essential part in the human factor, so the team is constantly focused on customer satisfaction in order to provide the greatest experience possible when utilizing Trung Nguyen Office services Customers' opinions should always be respected and listened to in order to help the firm change and improve The team suggests employing the following strategies to assist clients gain trust Always have a set of criteria in mind: Consider clients as friends or family members Look at the interactive remarks on social networking sites to get a sense of what they're looking for Always review client comments to assist enhance the company's service quality 4.6.2.2 Service staff Next, the service staff is also extremely attentive to the team because these are the people hat customers meet and talk to first They are an important source of different competitive advantage and an important driver of customer loyalty That is why the group set forth the following principles Table Duties of the job Working Description Recruit For each job, Trung Nguyen Office hires employees with 19 the most appropriate abilities, styles, and personalities Simultaneously, the employees chosen by the store are always in line with the company's core values and culture Training Employees will attend the company's training classes on the necessary skills to ensure the best service quality for consumers after being hired Candidates who have submitted applications will be trained by the organization within three days of commencing work, depending on the position Basic request Customers must be served, cared for, and a positive relationship established Maintain product quality by sticking to the recipe Observe the company's functioning procedures Ensure that the given task is completed to a high standard, and that all reports are truthful 4.7 Physical Evidence 4.7.1 External environment External design From the outside, the facade of Trung Nguyen Office uses glass to create a luxurious feeling combined with the main dark brown of the shop with a bit of gold in the lights All of these things have brought a unique and traditional feature of Trung Nguyen Office brand in the eyes of customers Picture 4 Illustration about external design 20 Logo, brand colors Trung Nguyen Office cafe logo uses basic colors including black and white to create a relatively harmonious and static whole In particular, to represent the specialty of the cafe as an office cafe, our team designed a house symbol that represents a cozy, solid, "where different ideas are born" Picture Logo designed by team Parking Parking is arranged in front of Trung Nguyen Office office coffee shop With a spacious and supervised car park, customers will feel secure and comfortable to work In addition, when the weather is hot and hot, customers' motorbikes will be equipped with a silver seat cover to preserve and prevent the saddle from overheating, increasing customer satisfaction Picture Illustration about parking lot 21 4.7.2 Internal factors Reasonable area layout Trung Nguyen Office is designed with floors 1st and 2nd floor: designed as a common space for individuals to work, here, there will be many tables and chairs of various sizes (can be for one person, even many people) arranged far apart to limit being affected by ambient noise 3rd floor: This place is built with offices for groups of customers who need to work in groups with private space In which: rooms for the number of 5-7 people; The remaining rooms are for 10-20 people In each room, there is a table with 5-20 chairs long The wall layer is designed with soundproofing to create a sense of privacy and quiet for groups of customers in meetings, discussions and learning activities Some rooms have glass windows that can overlook the city, creating an airy space, helping customers not feel stuffy, easier to think of ideas and more creative Bar design In the bar area of Trung Nguyen Office, the group uses wooden materials with different brown colors to create a pleasant feeling, blending with nature but no less modern Besides the bar, the shops also display some of their coffee, cake and mug items to make an impression in the customer's mind and help increase sales Equipped with enough power sockets Office workers always have a laptop, tablet or smartphone on hand, which is indispensable That is the reason that the electrical outlet is a necessary device in the cafe for office workers and a reasonable way to install the electrical outlet does not affect the space of the shop as well as ensure the safety of guests and employees electricity in the wall, or put negative Colors The design of colors also contributes to the work spirit as well as the creativity of customers With this office coffee model, Trung Nguyen Office will choose the main color of gray mixed with white and black, showing sophistication and professionalism in style, evoking the creativity of customers Besides, in the offices, Trung Nguyen Office has a minimalist but luxurious and professional decoration that an office needs such as art pictures, potted plants on the table and corners of the room, ready-made pens , paper, create a feeling of friendliness and convenience, bringing a sense of comfort to customers Music For office workers who need a quiet place to work, they will certainly be "allergic" to loud and boisterous music The shop will choose gentle and delicate music genres, instrumental music, lofi music, or a bamboo flute song with the murmur of a stream that will help relieve 22 stress, relax the spirit and bring a feeling of relaxation Creative inspiration for customers when working Uniform Continue to use the uniform of Trung Nguyen Legend: it is still the two main colors black and white, with a bandana on the neck - an item that goes along with the nation's history The only difference here is that the logo printed on the uniform will be replaced with the logo of Trung Nguyen Office This helps customers to distinguish the uniforms of the two brands Picture Uniform of Trung Nguyen 23 SECTION 5: CONCLUSION It can be seen that Trung Nguyen Legend is one of the most famous brands in Vietnam However, in recent years, due to the impact of the epidemic, the company's brand awareness has decreased To help businesses regain their position in the market, there needs to be an innovation in the eyes of customers First, the team proposed to develop the Co-working model and named it Trung Nguyen Office with the aim of creating a quiet and comfortable working space for customers to achieve high work efficiency The main target group of this type of model proposed by the group is people aged 25-40, working in office-related industries, these are people who are interested in work, accounting for a large number of employees age ratio in our country The group then introduced Trung Nguyen Office's position in the market as "Where different ideas are born" to help customers remember the brand The team then focused on detailing the product strategy, adjusting the pricing strategies, proposing the distribution model, taking advantage of the proposal, how to deploy and apply the communication tools reasonable service process, suggest how to manage people and finally meticulous in space construction, beautiful designs in facilities section Based on the above analysis, our team feels that the new service model Trung Nguyen Office will be successful and this will be an important step forward for the Trung Nguyen Legend brand in maintaining and developing its reputation for a long life 24 ACTION PLAN Specific campaign: here will integrate communication tools with the goal of increasing awareness for customers Campaign name: Trung Nguyen Office - New generation office Insight: Surely, the recent Covid-19 pandemic has made you so used to being online, you feel tired when you have to go to the company's office due to too much pressure You have also felt trapped and depressed at home for the past several months Don't worry because there is Trung Nguyen Office - a place for you to have a quiet and comfortable space, with a modern design that will help you relax, stimulate creativity at work to achieve the highest performance Big idea: Trung Nguyên Office - nơi ý tưởng khác biệt đời o Stage 1: Attention Advertising: build a viral video with the right time to cover on social networking platforms such as Facebook, Instagram, Youtube, to reach the target customers quickly Target audience: people who need to find a quiet place to work effectively Combined with Quang Dai to be the main character in the MV (reason: this artist's style is very suitable for the majority of office workers) o Stage 2: Interest Convey the slogan: "Want to change the wind, there is Trung Nguyen" Impress customers through videos showing the convenience of using the service It can be done by filming the process of using the service from entering the shop, going to the office and leaving This will help customers best visualize Trung Nguyen Office's services Give a voucher to use Trung Nguyen Office when customers come to Trung Nguyen Legend o Stage 3: Desire Combined with TV stations with high viewership such as HTV, VTV, THVL to bring about the current online working rate, accustomed to running deadlines outside the restaurant Then introduce the working model of Trung Nguyen Office Create a Facebook group "About the office" for everyone to give their opinions on the quality of the service Post articles about the new model of Trung Nguyen Office on review groups with a large number of participants 25 Website design beautifully, interface full of information, improve quality of access, to help customers easily learn about Trung Nguyen's new model service Invite famous people to experience and give reviews Place outdoor billboards and banners in densely populated areas to increase awareness of this new office service model o Stage 4: Action Quantities are limited, call the switchboard or send a message through the website for faster and more convenient advice and booking Combined with promotions Link with some online companies to distribute promotional vouchers to employees Timeline Picture Timeline 26 CONTROL Table Control Tactical activities Who is responsible Start/completion Focus on the core value of the s ervice PRODUCT Additional service development Diversify choices for customers PRICE Conduct surveys using existing consumer databases or online m arketing tools to estimate new service prices Recommend pricing strategies Website development for booki ng PLACE Expanding the store system in p rime locations Sales promotion: Discount Offe r Advertising · Video viral “Trung Nguyen Of fice - New generation office” sign Team · Advertising in mass media PROMOTION · Hanging Banners Sales promotion 27 Public relations · Book the KOLs, influencers Organize product trial Established Group FB: " Giới v ăn phòng” Collect customer feedback to i mprove processes PROCESS Diverse payment methods in th e order process Set up an operating system for good management PEOPLE Training for employees in basic skills Set working principles Designing uniforms for employ ees PHYSICAL EVIDENCE Equipped with modern office e quipment Professional workspace arrange ment Further growth of the company The control will be in the form of a comparison of the set marketing goals and the end results for each The following is the basis for the evaluation: Revenue from Monthly, Quarterly and Yearly Sales Report Market Share from Annual Report Sales Year-end Internal Accounting Profits from year-end internal accounts Brand awareness from Hire a market research company to evaluate once at the end of the year Specific work: Examine the progress of the program implementation, determining whether the Marketing program is being implemented with the correct goals, and what has been done and what has not been done 28 Evaluate the program's efficacy by reviewing customer feedback To offer control actions, KPIs are tracked monthly and annually Check to see whether the existing program has any issues? Are there any market developments that may have an impact on the execution strategy? Always keep track of sales and income for each month, comparing them to predicted revenue (growth or decrease) to determine the root of the problem Report marketing program expenditures that are more or lower than projected; what is the rationale for this? The orientation will continue from here to assist organizations in developing a successful marketing plan 29 REFERENCES Trang Thông tin điện tử Tổng cục Thống kê (29/12/2021) Báo Cáo Tình Hình Kinh Tế – Xã Hội Quý Iv Và Năm 2021 Truy cạ p ngjy 20/5/2022 tại: https://www.gso.gov.vn/du-lieu-va-so-lieu-thong-ke/2021/12/bao-cao-tinh-hinh-kinhte-xa-hoi-quy-iv-va-nam-2021/ Trang Thông tin thị trường nơng sản (21/02/2017) Chính sách ngành hàng cà phê Truy cạ p ngjy 20/5/2022 tại: http://thitruongnongsan.gov.vn/vn/tID24992_Chinh-sachnganh-hang-ca-phe-.html Trang thông tin Zingnews (7/3/2017) Cà phê cách tân tiên phong đáp ứng thị hiếu người dùng Truy cạ p ngjy 23/5/2022 tại: https://zingnews.vn/ca-phe-cach-tan- tien-phong-dap-ung-thi-hieu-nguoi-dung-post726431.html Trang thông tin Brand Vietnam (01/03/2019) Trung Nguyên đâu thị trường cafe Việt Nam? Truy cạ p ngjy 24/5/2022 tại: https://www.brandsvietnam.com/17852-Trung-Nguyen-dang-o-dau-tren-thi-truongcafe-Viet-Nam#:~:text=Th%E1%BB%8B%20tr%C6%B0%E1%BB%9Dng%20chu %E1%BB%97i%20cafe%20v%C3%A0,canh%20tranh%20quy%E1%BA%BFt%20li %E1%BB%87t%20h%C6%A1n Trang thông tin Sapo Đức Quân (28-02-2022) Kinh nghiệm mở quán cafe văn phòng từ A đến Z cho người bắt đầu Truy cạ p ngjy 29/5/2022 tại: https://www.sapo.vn/blog/mo-quan-cafe-van-phong Trang thông tin Thế giới máy pha (2019) Kinh nghiệm kinh doanh quán cà phê văn phòng Co-Workingspace Truy cạ p ngjy 29/5/2022 tại: https://thegioimaypha.com/kinh-nghiem-kinh-doanh-quan-ca-phe-van-phong-coworkingspace/ APPENDIX TOTAL REVENUE TOTAL COST PROFIT STUDENT PERFORMANCE REVIEW No Full Name Trương Việt Anh Đỗ Lương Phương Trinh Tống Viết Nguyên Đạt Tăng Ngọc Như Ý PLAGIARISM CHECK ... FINANCIAL UNIVERSIY OF FINANCE – MARKETING MODULE: MARKETING SERVICE ASSIGNMENT: FINAL EXAMINATION CODE: 211170208601 MARKETING PLAN FOR TRUNG NGUYEN LEGEND TRUNG NGUYEN OFFICE Full Name Trương Việt... Applying Awing Wifi Marketing technology to all branches of Trung Nguyen Legend: When customers need to connect to Trung Nguyen Legend'' s wifi, a promotional video about Trung Nguyen Office service... model Trung Nguyen Office will be successful and this will be an important step forward for the Trung Nguyen Legend brand in maintaining and developing its reputation for a long life 24 ACTION PLAN