BO TAI CHINH
TRUONG DAI HOC TAI CHINH — MARKETING KHOA MARKETING
TRƯỜNG ĐẠI HỌC TÀI CHÍNH - MARKETING
INTERNATIONAL MARKETING
Theme name:
Trang 2H6 Chi Minh, ngay 22 thang 8 nam 2021 CONG HOA XA HOI CHU NGHIA VIET NAM
Doc Lap — Tu Do — Hạnh Phúc
BIEN BAN HỌP ĐÁNH GIÁ MỨC ĐỘ HOÀN THÀNH CÔNG VIỆC
1 Thời gian: 12h ngày 22 tháng 08 năm 2021 IL Hinh thire: Hop online
II Thanh vién co mat: Day da
IV Thanh vién vang mat/Ly do: Khéng cé thanh vién vang mat V Chủ trì cuộc hợp: Trương Tôn Anh Thị
VỊ Thư ký cuộc họp: Vũ Ngọc Thái
VIL Kết quả đánh giá được thông nhất và tông hợp như sau:
STT | Họ và tên MSSV SDT MĐHĐ 1 | Trương Tôn Anh Thi 1921005673 | 0965295697 | 100% 2 | Vũ Ngọc Thái 1921005653 100% 3 _ | Đặng Văn Đăng 1921005381 | 0364792985 |100% 4 | Nguyễn Thanh Nguyên | 1921005568 100%
Budi hop đánh giá kết thúc vào lúc: 24 giờ 00 phút cùng ngày
Thư ký (ký và ghỉ họ tên) Nhóm trưởng (ký và ghỉ họ tên)
Trang 3TABLE OF CONTENT II EXCUTIVE SUMARY oo oi cccccccsereenecererseressersssecssisnsseenevssessscnscsceesnecerereenecees I SITUATION ANALYSIS li PC n EU icon "` h9 ốc nh ố ẽ
5.1 vs -.5
5.3 New competItIV€ ÍOTC€ LH nn1 1 1011111111111 111111 111111111111 111 11 111 111 n1 1 rhrệp TH = EXTERNAL ENVIRONMENT SH H112 ớu I1 =.- 2 ECOMOMIC 000.0 .ốố TV INENVIRONMENT Q2 SH HH 11
1 Threat from new comp€IOTS: ác 11 1110111111111 111101111101 01111 1 H1 01 1H11 như Hà Hy 11 2 Power of SUDÏI€T: 12012 19110119111 110111 1111111101111 118111111 1H Hà HH1 1 xkt 11 3 Threats from substitute producfs and SCTVICCS: LH HH HH HH te 11 so ïoa on e 11 5, Fleree competition of competitors In the same IndUSETY: óc cv vn 12 V TARGET MARKET DESCRITION SH Hài 12 1.International market scgmenI - óc 12121 1911 1911111011811 110111110101 1110111111111 kg 12
PÄ š con 13
Trang 5L EXCUTIVE SUMARY
About Trung Nguyen company
Born in mid-1996 - Trung Nguyen is a fledgling coffee brand in Vietnam, but has quickly built up a reputation and become the most familiar coffee brand for both domestic and foreign users
In just 10 years, from a small coffee company located in the middle of the coffee capital Buon Ma Thuot, Trung Nguyen has risen to become a powerful corporation with 6 member companies: Trung Nguyen Joint Stock Company, a joint stock company Trung Neuyen instant coffee, Trung Nguyen Coffee Co., Ltd., G7 Trading and Service Joint Stock Company and Vietnam Global Gateway (VGG) joint venture company with industries including: production, processing, trading tea and coffee, the per permissions and the analysis of Service, selling to resellers In the future, Trung Nguyen Group will develop with 10 member companies, dealing in a variety of industries
Pioneering in applying the franchise business model in Vietnam, now, Trung Nguyen has a network of nearly 1,000 coffee shops nationwide and 8 foreign coffee shops such as the US, Japan, Singapore, and Thailand , China, Cambodia, Poland, Ukraine Trung Nguyen coffee products and G7 instant coffee have been exported to 43 countries around the world with key markets such as the US and China Besides, Trung Nguyen has also built a system of more than 1000 convenience stores and G7Mart distribution centers nationwide Vietnam is the second largest coffee exporter in the world Particularly for Robusta coffee, Vietnam has an export output of up to 11 million tons per year, leading the international market From 2020, although the global economy is affected by the COVID-19 pandemic, the demand for coffee consumption has not decreased but is on the rise
But there is a fact that Vietnam is exporting green coffee mainly This is a weakness that makes the commercial value of this item not high compared to the quantity Currently, the international market is especially fond of roasted and ground coffee, instant coffee - processed coffee lines Therefore, to meet this demand, our country's coffee enterprises need to invest in processing to increase the value of coffee products
Trang 6improving processing capacity, expanding markets, reorganizing exports, etc., with the initiative and efforts of enterprises Vietnam in promotion, marketing and brand positioning will help Vietnamese coffee products increasingly assert their position in the international market
According to preliminary statistics of the General Department of Customs, in the first nine months of 2019, the whole country exported nearly 1.3 million tons of coffee, earning nearly $2.2 billion, down 13% in volume, down 21% in terms of turnover
Import and export situation of Vietnam in December and 12 months of 2020 - ThongKeHaiQuan : Vietnam Customs (customs.gov.vn)
The average export price of Vietnamese coffee is $1,718/ton (equivalent to about VND 39.5 million/ton, down 9.6% in price over the same period in 2018 Notably, Vietnam's coffee exports are exported The most to the German market reached nearly 185,300 tons, equivalent to more than 289 million USD, accounting for over 14.6% of the total volume and accounting for 13.3% of the total coffee export turnover of the country
Vietnamese coffee is suddenly the most consumed by Germans | Economics | PLO => Based on those advantages, we continue to export Trung Nguyen roasted coffee products to the German market to enhance the position of the coffee market in the German market, but along with that, it is a huge profit from the German market in particular and Europe in general
Il SITUATION ANALYSIS 1 Market size:
-The German coffee market reached a value of USD 7,744.96 million in 2019 and is expected to grow significantly in 2025, reaching a CAGR of 3.09% during the forecast period (2020- 2025)
Trang 72 Growth:
¢ Coffee consumption in Germany remains stable
¢ The market for specialty coffees in Germany is growing and presents opportunities for suppliers of high-quality coffee The specialty coffee segment is a niche market but requires high quality — high value
® Germany, Italy and France are the largest coffee consumer markets in Europe ¢ The German market in particular accounts for about 20% of total European coffee
consumption, followed by Italy (13%) Other major coffee consumer markets are France (13%), Spain (8%) and the UK (8%) (ICO, 2016) The ICO emphasizes that the EU is a single market and cannot pinpoint exactly where imported coffee is consumed
¢ Germany was the largest direct importer of green coffee from developing countries in 2016, accounting for 35% of total European green coffee imports (1.1 million tons) ® Germany has a large coffee roasting industry and most green coffee is shipped
through the port of Hamburg, the largest coffee transit point in Europe The port of Bremn is also used as a coffee docking point in Germany The major German coffee roasters are Tchibo, Melitta, Jacobs and Dallmayr
3 Market trend
® Consumer trends towards home-brewed coffee, from whole roasted beans, often lead to the preparation of fresh batches of coffee Furthermore, the trend of coffee consumption in the workplace is prominent in Germany
Trang 8Sales of Roasted Coffee by Segment Type (in %), Germany, 2018 Source : Deutscher Kaffeeverband, Mordor Intelligence wi picture 2 1 Sale of Roasted coffee by Segment type e Arabica Coffee is the Largest Segment in the German Coffee Market Germany is one of the main importers of green coffee German consumers prefer light, high-quality roasted Arabica coffee Arabica beans stand out to German consumers, compared to robusta
4 SWOT: - Strength:
+ Germans love to use roasted coffee + Trung Nguyen coffee brand is international
+ Technology, coffee flavor of Trung Nguyen is extremely special in the market - Weakness:
+ The efficiency of the distribution channel in the German market has not been maximized - Opportunity:
+ According to the EVFTA agreement, exports from Vietnam to Germany will enjoy many incentives
+ Germany is the coffee roasting center of Europe
Trang 9+ The domestic coffee market in Germany has many loopholes + Expanding the market in Germany - Threats: + Brazil is trying to export a large amount of coffee to the German market + Indonesia is targeting the coffee export market to Germany + There are many domestic and imported coffee brands in the German domestic market + Entering a new market, factors such as capital, knowledge, and interests are the things that determine quite a lot in the existence of a business
5 Competitor analysis 5.1 Direct competitor
Today's coffee production and export industry has a high level of competition, from foreign competitors to domestic competitors having the ability to penetrate the market that the company is aiming for Here are some comparisons of potential industry competitors:
Nestlé Vietnam, for many years in a row among the leading sustainable development enterprises, not only performs well in business activities, creates jobs, contributes to the state budget but also actively contributes pole for initiatives and
programs for social development and _ environmental protection and community development Sprites As part of that common goal, the company strengthens its image and brings products of sustainable origin, made in Vietnam with the NESCAFE and MAGGI brands to many countries around the world
entcoffeiniert
Trang 10This is the best rated German coffee in 2020 because it retains the natural and sweet taste that anyone would love to feel It is presented in ground coffee form, so all you need is to grab some and use the best coffee grinders, your coffee will be ready Furthermore, it comes in a pack of six, with each weighing 1.1 pounds
The reason why like this coffee is because it contains 100% Arabica so can be considered good for your health Produced by a trusted brand in Germany, you want to experience any health complications when drinking coffee because the coffee is pure and carefully crafted to meet everyone's needs, with no hidden chemicals or ingredients with no value
Caffeine has been known to be a quality stimulant that, at the time, can affect you when taken in large quantities As a result, Dallmayr takes extra measures to ensure their coffee is decaffeinated without losing the flavor and aroma of the original coffee Moreover, coffee is obtained from the Central Highlands Arabica tree It configures only the best farms in the world using proprietary farming methods, thus ensuring pure and natural coffee
Trang 11
the standards of the consumer However, to make this coffee you will need to add 2 tablespoons/60z of water to the automatic drip coffee maker, you should not reheat or boil your brewed coffee as it may affect the taste and flavour
The company strives to guarantee 100% customer satisfaction by only producing the best quality that meets the standards of the consumer However, to make this coffee you will need to add 2 tablespoons/60z of water to the automatic drip coffee maker, you should not reheat or boil your brewed coffee as it may affect the taste and flavour
Founded by Johann Jacobs in 1895, this brand has continuously provided German residents with high quality coffee roasted by professionals with experience hence still considered the best coffee brand in Germany As we believe the 3in1 Classic Instant Coffee Sticks, you'll enjoy serving your coffee on the go and waste no time as it's ready faster than other brands As the name suggests, "3in1" It is packed with coffee beans, sugar and cream to save your time and resources They come in packs of six, each containing ten servings of 18g each; so you can grab your coffee on a short break or on the go
Producers to meet the expectations of coffee consumers Tchibo Gold Selection brews coffee to give you the best coffee with great aroma Moreover, the brand mainly uses the finest coffee grown from the best
Trang 12
Coffee is imported directly from Germany and meets all safety standards for consumers They come in two pots for a total of 70z/200grams of coffee
Advantages: has a long-standing position in the hearts of domestic German customers, reasonable prices with a wide distribution network throughout Germany, easy to find In addition, the above brands also have ingredients as well as quality from nature Cons: Many foreign brands, so the high cost makes the price of the product high
5,2 Alternative products
In this era of technological development, high-end customers can replace skin care with modem, high-tech machinery products In the current era of technology development, customers in the high-end segment can buy themselves a coffee machine at home These alternative products have the advantage of bringing class, and convenience Besides, it also solves the problem of buying and buying products again and again
Coffee machines are sold widely throughout the market, everywhere selling home appliances, This alternative product has the advantage of reasonable price and because it is sold at electrical stores In addition, these substitutes are highly personalized and can be seasoned according to the user, regardless of the producer
5.3 New competitive force
Because Vietnam is a country with a large coffee production and good quality, there may be many potential businesses appearing in this industry
Large and small coffee chains across the country can actively source and produce their own products to launch into the market in order to supply themselves for use and compete with existing brands
Advantages: These potential competitors may have unique and strange moves in the coffee industry