CÀ PHÊ TRUNG NGUYÊN g7

TRƯỜNG ĐẠI HỌC TÀI CHÍNH – MARKETING CÀ PHÊ TRUNG NGUYÊN G7 Team members’ full names Member’s ID Nguyễn Đặng Nhã An 2021009195 Huỳnh Hiểu Bội 2021001323 Nguyễn Thị Kim Chi 2021001334 Nguyễn Hồng Nhung 2021006373 0 Course: Principles of Marketing Course Code: 2121910004202 0 CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7 Table of Contents Table of Contents I) Introduction II) Situational Analysis III) Segmentation, targeting, and positioning strategy 11 IV) Planning the Marketing Mix (4Ps) Strategies 13 V) Conclusion _16 Reference List _17 0 CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7 CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7 I) Introduction Coffee is now one of the most famous drinks in the world Not only because of its taste, but also its good function So does it in Vietnam, people love drinking coffee in the early morning to start the day, or at night to work overnight, with 60 percent of people drinking this kind of drink Vietnam is also one of the most exported coffee countries in the world, the export turnover went up to 4,52 million tons, worth $3 billion [ CITATION Báo221 \l 1033 ] Hence, the coffee industry gains many achievements and plays a vital role in Vietnam’s economy Each year, the coffee industry brings a huge turnover, and it also lowers the unemployment rate Moreover, Trung Nguyen Joint Stock Company is leading in this industry, the firm was established in Buon Me Thuot by Dang Le Trung Nguyen in 1996 With the developing trend, in 2003, the first instant coffee G7 was introduced in the Vietnam market and marked the start of Trung Nguyen dominating the Vietnam market, which accounted for an amount of the coffee instant market share About the instant coffee G7, it has become a popular brand for coffee lovers because of its quick and easy preparation G7 has a variety of product lines, for instance, G7 3in1; G7 2in1; G7 black instant coffee, etc G7 is the abbreviation of the Group of Industrial Countries including countries: the US, the UK, France, Japan, Canada, German, and Italy The meaning of the name is the founder hopes G7 can be imported to these countries and compete with other famous drink brands in Europe The purpose of this study is that we can know more about how Trung Nguyen made G7 famous in the host country through many difficulties, especially during the pandemic and economic crisis, and to become familiar with worldwide customers In this study, we will analyze the SWOT, PESTLE; segmentation, targeting, and positioning strategies; furthermore; the Marketing Mix (4Ps) strategies II) Situational Analysis SWOT analysis To create a successful production and marketing strategy for Trung Nguyen Legend coffee’s G& coffee product, the SWOT analysis is a crucial factor By conducting a SWOT analysis, the marketer could complete the analysis of the company’s situation, which evaluates the company’s overall strength(S), weaknesses(W), opportunities(O), and threats(T) 0 CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7 ● Reliable source of raw materials ● Home-field advantage, taking advantage of the ● Young domestic market with more than 10 years of (T)Threats Weak (W) )OpportuniS)Strengths CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7 ● The financial potential of the firm is restricted ● Trung Nguyen Group does not have much experience in ● The persuasion from the core message of G7 is “fight for the Vietnamese brand”, calling for the support and consensus of development PESTLE analysis PESTEL is an extremely useful strategic tool to help us understand the growth or decline of the market as well as help us understand the business position, opportunities, and direction for business activities PESTEL Analysis is a strategic framework for evaluating a company's external environment by categorizing possibilities and hazards into Political, Economic, Social, Technological, Environmental, and Legal elements [ CITATION CFI \l 1033 ] Political: In trade promotion the Government has applied such as Specific solutions to promote the development of the coffee market: To strengthen the EU, U.S., Japan, and South Korea consumer markets, the focus is on building product information systems, technical standards, connecting information from the production area (certified to international standards such as 4C, Rainforest Alliance, UTZ Certificated, etc.) to the final consumption market (packaging, Packing, etc.) Establishing relations between ASEAN and Chinese enterprises, building a value chain connecting production and consumption directly; To promote negotiations on the construction of retail systems for Vietnamese coffee in these countries [ CITATION Thư15 \l 1033 ] The above policies of Vietnam create great opportunities in promoting raw material production, strengthen the consumption market, and open an opportunity for Trung Nguyen to expand its consumption market to countries around the world The state prices safeguard rights and brands, promote the product, and encourage Vietnamese coffee exports, in addition to establishing a coffee organization to manage and develop coffee With the WTO's entrance, Vietnam's coffee sector has seen a new transition, with Trung Nguyen G7 coffee becoming well-known not only in the home market but also in the international market, offering the potential for future growth Trung Nguyen Legend coffee is the preferred option in world conferences such as APEC, ASEM, ASEAN, WEP, and others Trung Nguyen Legend's G7 coffee was produced More than 80 nations and territories find it impressive Economical: Economic variables are highly essential and crucial in Trung Nguyen managers' investment and firm growth perspective The coffee crisis of 1999-2003, as well as the variations in the commercial market over the years, particularly the sharp reduction in coffee prices, forced the Vietnamese economy to face a variety of challenges Trung Nguyen, on the other hand, remained unaffected; they built a series of franchise outlets in Japan in 2001, Singapore in 2002, and the Trung Nguyen G7 instant coffee brand was created in 2003 Because Vietnam has been mostly unaffected by the crisis, Trung Nguyen benefits from the country's tiny economic size Trung Nguyen was able to overcome the barriers since his firm had a solid position and the G7 soluble product was released when there were few rivals Vietnam is on the rise, with several new chances for collaboration and integration, which has a considerable influence on Trung Nguyen Legend Even if the growth in 2020-2021 is swept by the Covid-19 outbreak, Vietnam's economy still achieves great outcomes with continuous 0 CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7 CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7 economic development, generating favorable circumstances for corporate expansion, particularly after the economic recovery Figure 1: GDP GROWTH RATE IN THE PERIOD 2011-2020 [ CITATION Gen21 \l 1033 ] However, the Vietnamese economy is now highly unstable; both the growth and inflation rates are increasing, and the currency is depreciating, making it harder to acquire raw materials Sociological: Trung Nguyen, located in Buon Ma Thuot, the birthplace of coffee, may readily draw cultural parallels with its raw material suppliers Trung Nguyen can easily develop a distinct culture of Vietnam and experience Vietnamese coffee, as well as establish a business connection and build a brand According to United Nations statistics (April 25, 2022), the average age in Vietnam is 33.3 years old Vietnam is ranked 15th in the world in the ranking of the population of countries and territories [ CITATION Dân22 \l 1033 ] Vietnam has a golden population structure (the number of persons of working age outnumbers the number of dependents), with 50-60% of the population under the age of 35 and several prospects for economic growth As a result of local economic policies and the effects of international integration young people often alter their purchasing patterns and consumption preferences This is a crucial aspect in stimulating the growth of Trung Nguyen coffee Not to mention young folks who consume a lot of coffee [ CITATION Phâ \l 1033 ] The G7 products of Trung Nguyen are suitable for everyone, regardless of gender or education level, consumers can use Technological: Trung Nguyen invests much in research, selecting current coffee processing equipment from major technological nations such as Germany, Denmark, and Italy, and collaborating with leading international experts to pick the finest technology Chairman and General Manager of Zhongyuan Coffee Co., Ltd Dang Le Nguyen Vu said: “Over 13 years of business and development, Trung Nguyen has been The No coffee brand in Vietnam, with coffee processing plants and the largest production capacity in Vietnam, its products are sold to more than 43 countries around the world Today's groundbreaking ceremony of the Trung Nguyen coffee factory is one of the many concrete actions to bring Trung Nguyen coffee brand and Buon Ma Thuot hometown, coffee more."[ CITATION Nhâ09 \l 1033 ] 0 CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7 CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7 The Trung Nguyen coffee processing factory has a total investment of more than 40 million US dollars, covers an area of 27,000 square meters, and is divided into two parts The first phase will cost $20 million to build the infrastructure and base operating system The second phase will continue to use the remaining investment funds to procure operating equipment systems, machinery, and technology that meet the latest global standards, while also building and expanding 50,000 square meters of construction machinery The factory's design capacity is estimated to be more than 60,000 tons of processed coffee per year, and the factory will be built and officially operational in 18 months, as planned Along with a closed roasting-grinding-packing line based on German technology, Trung Nguyen was the first to invest in an instant coffee manufacturing line based on current colddrying technology, which is the most sophisticated in the world With this technology, Trung Nguyen will contribute to reaffirming its pioneering position in the field of convenient coffee in Vietnam, as well as preparing Trung Nguyen to compete directly with global and smart coffee brands, demonstrating a resolve to conquer the globe Trung Nguyen Legend does not stop at design and construction; he also invests in technology within the facility and pays close attention to the firm's exterior appeal "We have been involved in advising and designing for various projects throughout the world such as Italy, France, and the West," stated General Director and architect Juan Pedro Fernandez Martin of LQC Architecture (Spain) Spain A new energy production facility that is environmentally friendly, both modern with the rest of the world and mystical in the East Our group of architects have examined numerous materials and listened to many viewpoints of professionals in Vietnam and abroad about the new coffee philosophy to present an appropriate factory design.” Environmental: Climate change is endangering coffee output and the livelihoods of coffee farmers and their families throughout the world Temperature and precipitation changes, rain patterns, and extreme weather events can all have an impact on the production cycle and negatively impact coffee production Climate change is a complex issue, and it is unclear how it will affect future industrial systems Coffee manufacturing is also complex and varies widely from country to country However, the productivity of each department of the system is very stable, with only slight changes over time This event means that coffee farmers will need to make considerable time and financial commitments to adapt to the difficulties of climate change The impact of climate change has affected the supply of raw materials from purchasing agents, farmers, and traders Trung Nguyen's major raw material is coffee beans Trung Nguyen chooses the best components from four regions: Buon Ma Thuot Robusta coffee beans, Jamaican Arabica beans, and coffee from Ethiopia's ancestral motherland, Brazil Trung Nguyen offers several benefits when it comes to acquiring raw coffee because it is positioned directly in Vietnam's coffee center The corporation purchases in two ways: through private enterprises, traders, and directly from farmers With the first type, when private firms or purchasing agents are now facing numerous challenges, many agents' defaults, directly hurting supply that is insufficient in both quantity and quality, therefore China was first barred from using this provider Instead, the corporation has discovered a new way for inputting materials, which is to invest in and actively operate farmer coffee farms, so incorporating coffee farms into the business As a result, the corporation may be more proactive in terms of strategic raw materials, which helps to develop the connection between the company and coffee growers Trung Nguyen stated that the coffee beans used by this firm are obtained from small coffee farmers who have credentials in sustainable agricultural techniques, and the company buys them from these households at a discount Legal: 0 CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7 CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7 The Government of Vietnam has introduced many general solutions to develop Vietnam's coffee industry to develop sustainably in the long term according to added value The Ministry of Agriculture and Rural Development has approved the Development Plan for Vietnam's coffee industry to 2020 and a vision for 2030, [ CITATION Thô17 \l 1033 ], Tay Nguyen coffee replanting project 2014-2020 The government also approved the Agricultural Sector Restructuring Scheme on June 10, 2013, in which coffee is a strategic item to be promoted in restructuring activities [ CITATION 13Ju \l 1033 ] The coffee industry is one of the industries that the government is interested in and promotes production development Many policies to support coffee production activities and many policies to support inputs (irrigation fees, fertilizers, etc.) in resolution No 55/2010/QH12 exempting and reducing agricultural land use tax In addition, the government offers many support packages for production according to VGAP, GAP, etc The above policies help ensure the supply and quality of raw materials, supporting the production of quality instant coffee products Direct and indirect competitors:  Direct competitors: Nescafé, Vinacafe, Moment, Highlands Coffee, Nestle, King Coffee, etc  Competition for the same product- Instant coffee products  Vinacafe Bien Hoa: Has the strength of long-term association with the domestic market, experience in production, and market penetration and can be considered the first instant coffee manufacturer in Vietnam  Moment of Vinamilk: With a wide distribution network throughout the country  Nescafe of Nestle (a 100% foreign-owned enterprise): Having the advantage of a multinational corporations  Indirect competitors: Phuc Long, SUNTORY PEPSICO, Lavie, Coca-Cola, Pepsi, Red bull, Sprite, Fanta, etc III) Segmentation, targeting, and positioning strategy Segmentation: Geographic segmentation: o Based on the nation: - Domestic market: G7 coffee is widely distributed throughout the country - Worldwide market: G7 coffee is also exported to countries around the world In addition to countries as the target market such as the US, UK, France, Japan, Canada, Germany, Italy, G7 coffee also targets many other countries Up to now, G7 products have been exported to more than 60 countries around the world and are present on the shelves of supermarket chains in America, France, Germany, Japan, Korea, and China o Based on the region: - Urban market: This is a densely populated place where many companies and factories are located, so job requirements and work pressure are high So G7 coffee is a popular drink for people in the process of working because it brings convenience and fasts to making coffee to drink - Rural market: Where there is an undeveloped economy, income is low, hence willingness to pay for coffee is low Demographic segmentation: - Based on gender: According to the findings of major market research firm Nielsen, the proportion of people who drink coffee is equal Instant coffee is preferred by women, accounting for 74% compared to 54% among men - Based on age: from 18 to 55 0 CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7 CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7 - Based on occupation: students, students, workers, office workers, employees working in the media, creative or economic and financial fields in big cities - Based on income: low and middle-high income Psychographic segmentation: customers who have an active lifestyle, are busy with work, have comfortable eating habits, thrifty spending They like convenience and not like change [ CITATION Phâ1 \l 1033 ] Targeting:  Trung Nguyen's strategy is aimed at many Vietnamese consumers In particular, the G7 coffee product is aimed at customers who like to drink coffee with a little milk flavor, and all the customers are concentrated in industrial cities with a hustle and bustle  The G7's customers include people with an average age of 23 to 49 but they are still mostly focused on the segment of customers aged 23-45  Customers using the G7 coffee brand from Trung Nguyen are workers and office workers  They are all simple people, and always busy with their work, have easy eating habits, often not like to change but customers who have particularly good taste  The need of customers when using this product is to help them be more alert when working, both as a product for refreshment and as a drink to relax  Trung Nguyen Group not only targets the Asian market share of Vietnam, but Trung Nguyen (G7 coffee products) also targets foreign markets such as the US, Poland, Japan places with a large source of coffee consumption, and customers have a lot of demand for coffee  The main purpose of G7 coffee is to bring customers experience and satisfaction when enjoying the rich coffee flavors from Trung Nguyen Group [ CITATION Phâ1 \l 1033 ] Positioning: The instant coffee G7’s position always is a high-quality product, including many special factors in the world: good materials, modern technological production, hidden formula made of love, passion, and the depth of knowledge about coffee Thanks to the extraction technology, only the most quintessential coffee beans are extracted, so Trung Nguyen G7 instant coffee has a unique taste and aroma that no other instant coffee product can achieve Moreover, G7 instant coffee also positions itself with the name "Coffee G7 real coffee" printed on the packaging of each of its instant coffee packages With the selection of all the quintessence from the coffee beans, it has made a strong impression in the hearts of domestic consumers G7 Trung Nguyen has really satisfied consumers, especially office workers and businesspeople with its authentic strong coffee flavor Not only successful in the domestic market but also developing strongly in foreign markets, typically in the Chinese market in 2020 G7 coffee achieved a rapid growth rate of 24% in the offline market and holds the 2nd largest market share in the online coffee market, becoming the most popular Asian instant coffee brand in China In 2020, G7 ranked the Top most popular and purchased coffee brands on online channels in Korea when appearing on 30 of the largest e-commerce sites in this market, achieving a phenomenal growth rate speed in major international markets such as the US, Japan, Russia, Europe, etc (Nielsen’s report) G7 Trung Nguyen Legend coffee goods are widely welcomed and liked by worldwide coffee enthusiasts due to their exceptional quality and energy sources of awareness and creativity In 2020, the company will commemorate not only the 17th anniversary of the realization of the G7 second energy coffee brand's aspirations, but also the 2nd anniversary of the opening of the Coffee World Museum in Buon Ma Thuot, the 3rd anniversary of the opening of the Trung Nguyen Legend Group Office in China, and the 8th anniversary of marking the first milestone of "Journey from the Heart - The Journey of Making Great Chi - Starting a Nation for 30 million [ CITATION Phâ1 \l 1033 ] 0 CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7 CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7 IV) Planning the Marketing Mix (4Ps) Strategies Product characteristic Instant G7 coffee is a convenient product because it is easy to purchase, low price, and it is a day-to-day product In addition, instant coffee enhances convenience, quick to prepare for a rush daily life Pricing strategy A pricing strategy to have a suitable price for the product is a particularly essential element in the Marketing Mix strategy because it reflects the quality of the product as well as the company’s revenue Aware of that in its pricing policy, the G7 instant coffee of Trung Nguyen Joint Stock Company has a pricing strategy such as:  Competitor-based pricing: Trung Nguyen G7 coffee focuses on setting a price based on the price, costs, strategy, etc of competitors The goal is to reduce the competitor's share of the market The company also focuses its efforts on emphasizing the difference in quality and benefits of the product so that consumers accept the changing price instead of just racing on price according to the competition For example, there is a difference in packaging between various products, specifically the packaging of coffee G7 Cappuccino - Hazelnut, G7 Cappuccino - Irish Cream, G7 Cappuccino - Irish Cream is different so that customers not boring and easy to distinguish G7's coffees from each other and other brands Moreover, on the packaging of Trung Nguyen coffee in general and G7, there is also the phrase "made in Vietnam" to emphasize the origin and position of Vietnamese coffee [ CITATION Mar \l 1033 ]  Cost-based pricing: The goal of G7 coffee is to reduce product costs, so the company has practical policies for production and business management to reduce costs such as:  The company focuses on investing in technology lines to increase labor productivity and product quality  Improve business methods, manage, motivate employees to work, and improve efficiency in using machinery and equipment to improve productivity and product quality  Segmented pricing by customers: Trung Nguyen also has preferential policies to distinguish each customer group For intermediary customers, G7 Trung Nguyen also has reasonable financial terms to create a bond between G7 and intermediary customers In addition, the above prices will change accordingly depending on the fluctuations of the market, consumer trends, and competitors in the future In Vietnam, the income gap between rural and urban areas is still large Therefore, to capture a large market share, Trung Nguyen company of G7 focuses on the segment of customers with an average income of over 1.5 million VND/month This is a large customer group that determines the trend of G7 coffee consumption in Vietnam Distribution strategy Company goals and G7: The goal of the G7 store system is to effectively support the strategy of developing the Trung Nguyen coffee brand into a local distribution system to counterbalance foreign distribution groups entering the Vietnamese market, so they use the Indirect Marketing Channel strategy [ CITATION Chi11 \l 1033 ] Specifically: 10 0 CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7 CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7  In the Vietnamese market, G7 coffee is distributed through intermediaries such as supermarkets, markets, franchise stores, and G7 distribution stores They set the goal of dominating the domestic market, covering the Vietnamese market by building member stores participating in the G7Mart project, distribution center, distribution warehouse, trade center, hypermarket, etc In addition, Trung Nguyen Group of G7 coffee not only stops at retail markets but also increases services such as shopping with the convenient card, Convenient payment service for customers who not have time, sales through the catalog, etc., and maintaining the distribution system to operate effectively, Trung Nguyen has set up branches in places such as Hanoi, Danang, Ho Chi Minh City, Lam Dong, Can Tho  Channel activity:  About the franchise system (vertical distribution channel): In 1998, Trung Nguyen was the first sister company to apply the franchising system to Vietnam Up to now, the company has maintained a franchise system including large coffee shops throughout Vietnam and access to foreign markets such as the US, Singapore, Thailand, China, Cambodia, Poland, and Ukraine Especially, G7 Mart is the first franchised retail system in Vietnam The highlight of this system is to meet the small shopping habits of Vietnamese people  Traditional distribution intermediaries (conventional distribution Channel): In this channel to bring products to consumers, they must go through wholesalers to retailers before finally reaching consumers Specifically, Trung Nguyen company of G7 coffee has coffee factories in Vietnam, more than 121 exclusive distributors, more than 7,000 points of sale, and 59,000 retail stores of products Moreover, the company also built production factories with a large investment scale from labor to equipment and machinery Promotion strategy Trung Nguyen Group of G7 coffee implements a promotional strategy of focusing on public relations (PR) This coffee company leaves an impression on customers through its logo and slogan “inspired creativity.” Moreover, the words "made in Vietnam" on the product's packaging have implicitly affirmed the position of Vietnamese coffee in the domestic market as well as abroad Trung Nguyen coffee constantly creates events to connect customers of G7 coffee and Trung Nguyen coffee in general These events are usually held on public holidays or tributes in the country An outstanding event was over 35,000 participants, and Trung Nguyen Coffee let them play blindfold to choose one of two G7 and Nescafe instant coffees As a result, through the taste of coffee, 89% of consumers choose G7 coffee and 11% choose Nescafe This proves that G7 has succeeded in its plan to make an impression on consumers In addition, G7 coffee constantly appears in the media through awards and overseas campaigns Specifically, during the period 2020 and 2021, the media campaign - G7Digital Campaign was successfully implemented by Trung Nguyen Group in the Chinese market with a meaningful message “energy is always beside everyone in any situation and environment” G7 Calendar Gift Box product set proudly won the silver award for design, this is an award belonging to the international advertising award evaluated and awarded by the international advertising institute IAI [ CITATION Tru201 \l 1033 ] In addition, this cafe has also won many other outstanding awards All of this is a testament to the efforts and talent in creating the strategy of Trung Nguyen Group and G7 coffee Successful in affirming the position of the No coffee brand from Vietnam, the world's best Robusta coffee 11 0 CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7 CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7 V) Conclusion Finally, we are amazed by the strategy that made G7 more familiar and famous We also cannot deny that G7 has helped employees by creating more occupations for them Moreover, the Trung Nguyen Joint Stock Company has succeeded in making Vietnam’s coffee internationally, it has made more people know about how tasty Vietnam’s coffee beans are 12 0 CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7 CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7 Reference List (2011) "Chiến lược phân phối cà phê Trung Nguyên nào, để vòng năm có mặt miền đất nước Và đâu thành công thất bại chiến lược phân phối Trung Nguyên" Vietnam (2013, June 10) Retrieved from https://datafiles.chinhphu.vn/cpp/files/vbpq/2013/06/899.pdf) Báo điện tử Đảng Cộng Sản Việt Nam (2022, January 11) Retrieved from https://dangcongsan.vn/kinh-te-va-hoi-nhap/xuat-khau-ca-phe-huong-den-muctieu-kim-ngach-dat-6-ty-usd-601829.html#:~:text=N%C4%83m%202021%2C %20xu%E1%BA%A5t%20kh%E1%BA%A9u%20c%C3%A0,k%E1%BB %83%20t%E1%BB%AB%20th%C3%A1ng%206%2F2017 CFI (n.d.) Retrieved from https://corporatefinanceinstitute.com/resources/knowledge/strategy/ Dân số (2022, April 26) Retrieved from https://danso.org/viet-nam/#bieu-do General Statistic Office (2021, January 14) Retrieved from https://www.gso.gov.vn/en/data-and-statistics/2021/01/viet-nam-economy-in2020-the-growth-of-a-year-with-full-of-bravery/ (n.d.) Marketing Trung Nguyên Nhân dân (2009, June 9) Retrieved from https://nhandan.vn/tin-tuc-kinh-te/TrungNguy%c3%aan-kh%e1%bb%9fi-c%c3%b4ng-x%c3%a2y-d%e1%bb%b1ngNh%c3%a0-m%c3%a1y-ch%e1%ba%bf-bi%e1%ba%bfn-c%c3%a0-ph %c3%aa-hi%e1%bb%87n-%c4%91%e1%ba%a1i-nh%e1%ba%a5t-th %e1%ba%bf-gi%e1%bb%9bi-537307/#:~:text=C%C3%B9ng%20v (n.d.) Phân tích chiến lược giá sản phẩm cà phê hòa tan G7 Tập đồn Trung Ngun TP HCM (n.d.) Phân tích nhân đối thủ cạnh tranh cà phê Trung Nguyên Thông tin Thị trường Nông sản (2017, February 21) Retrieved from http://thitruongnongsan.gov.vn/vn/tID24992_Chinh-sach-nganh-hang-caphe-.html 13 0 CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7 CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7 CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7CA.PHE.TRUNG.NGUYEN.g7