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Trung Nguyen Legend's digital transformation initiatives are driven by a vision to become a data-driven organization powered by digital technology, to deliver superior customer experiences and achieve Sustainable growth
Trung Nguyén Legend is investing in e-commerce platforms and omnichannel retail strategies to provide a seamless customer experience across online and offline channels.
The company aims to seamlessly integrate ordering, payment, and loyalty point redemption processes across various platforms, including online channels, mobile apps, and physical stores Additionally, this includes developing a user-friendly e-commerce website, integrating online and offline sales data, and enabling convenient delivery and pickup options By doing so, Trung Nguyén can offer a consistent and cohesive experience to customers, regardless of their chosen interaction point
The company is implementing a Customer Relationship Management (CRM) system to gain deeper insights into customer interests, customize marketing campaigns, and offer tailored customer support Utilizing this data-driven strategy allows Trung Nguyen Legend to gain a more profound understanding of its customers, enabling the creation of personalized promotional initiatives By adapting offers based on digital user feedback and leveraging extensive CRM knowledge, the company aims not only to enhance customer satisfaction but also to cultivate strong customer relationships and foster brand loyalty 2.2.3 Supply Chain Optimization and Digitalization
Supply Chain Optimization and Digitalization are essential components of Trung Nguyen Legend's digital transformation efforts Trung Nguyen is deploying digital technologies to optimize supply chain operations, including demand forecasting, Inventory Management System (IMS), Warehouse Management System (WMS), Transportation Management System (TMS), and Supplier Relationship Management (SRM) Through these initiatives, the company can improve operational efficiency, reduce operating costs, optimize inventory costs, and enhance product delivery capabilities
2.2.4 Digital Marketing and Social Media Engagement
This strategy is essential for engaging with customers, building brand recognition, and boosting sales in the competitive coffee industry.Trung Nguyen Legend employs diverse online advertising platforms like Google Ads, Facebook Ads, and Instagram Ads to reach specific target audiences based on demographic details, interests, and online behaviors This enables the company to deliver personalized and relevant advertising content to potential customers, increasing engagement and conversions
Moreover, the company utilizes marketing analytics tools to monitor the effectiveness of its digital marketing campaigns, measure interaction metrics, and gather detailed customer behavior data This data-driven approach allows Trung Nguyen Legend to optimize its marketing strategies, allocate resources efficiently, and achieve its marketing goals
Trung Nguyen Legend, a leading coffee company in Vietnam, has established a comprehensive enterprise architecture to support its growth and competitive edge in the industry This architecture can be broken down into several key components that work together to achieve the company's goals
The first component is Business Architecture This defines Trung Nguyen Legend's market focus, product diversification strategy, distribution channels, and customer segmentation The company primarily focuses on the Vietnamese coffee market while expanding its presence internationally It offers a wide range of coffee products catering to diverse customer preferences, utilizes a multi-channel distribution approach, and tailors its offerings to different customer segments
The second component is the Application Architecture This refers to the software applications that power Trung Nguyen Legend's operations Key applications include Enterprise Resource Planning (ERP) for managing core business functions, Customer Relationship Management (CRM) for personalized marketing and customer service, an E- commerce platform for online sales, Point-of-Sale (POS) systems for physical stores, and a Data Analytics platform for informed decision-making.
Ill Business model transformation (Technological proposal to
External perspectives and internal perspectives of the enterprise
Since the world has been changing rapidly throughout the last few years The pandemic had significantly affected the entire industries of F&B, until now, the habit still lasted as the enterprises and customers tended to rely on the technology more than ever The tech throughout the Covid-19 has modified and created too many convenient features for humans in life The F&B industry is no exception From ordering online to paying through vendors, the impact of human interaction is less likely to impact than it was in the past It can be said that manual support is no longer as important as it used to be With the flow of technological transformation in the world, it is vital not to lost track or get left behind in the competition, so it is easy to understand why Trung Nguyen Legend as one of the big boss in the F&B industry, top enterprises in general is beginning to apply technological transformation to their business model
Internal perspective: e This perspective is oberseverd by the insiders such as the employees, the investors
It is perceived that there is a shortage of data in order to develop It is hard and time consuming for data research.
External perspective: From the view of an outsider
Customers: They are concerned about the quality of the product, the price, the experience given when they experience the product, the service
Competitors: Trung Nguyen Legend has had itself an unbearable position in the F&B market With an amount of royal customers and a big branding, we can see Trung Nguyen Legend is gaining a little more than their components such as Starbuck, Highland or The Coffee House, However, with the flow of development and restructuring, Trung Nguyen Legend should not let itself behind, it has not reached its full potential The productivity can be more sufficient by applying technology in daily functional service There are limitations in the marketing field compared to other brands
Regulation: Trung Nguyen Legend must strictly follow the regulation of food and beverage and service It is important to function legally and socially-appropriately, especially with technology
To know why digital transformation is necessary for the business, we must know the benefits which are given when applying digital transformation:
Increase productivity and efficiency Application helps enterprise to increase workforce productivity, create more optimizing processes, reduce time consuming, and save cost by optimizing processes
Enhance customer experience Technology helps create convenience, increase satisfaction
Improve quality of products and services Process control systems can help improve the quality of products and services
Reduce risks and failing potential Safety monitoring, training and reporting systems application, for example narrows down the risk in the business
3.3 The application and its function
Using software for stockist management For example: KiotViet This helps the employee to manage the supply in order to refill whenever it prepares to be insufficient, this also helps broadcast the trend from the statistics of using supply Supplements with higher ratio of consuming and refilling can be more worthing to invest for another time of supplement refill, while ingredients with lower popularity can be sorted out for us to know to apply campaigns or advertisements
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Human resource management application by the apply of HR assisting software For example: paradiseHR This app helps managing employees with different functions such as check-in management, wages accountant, timesheet tracking, insurance management, shift schedules, paid time leave application, tax management
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The “paradiseHR” application with wide range of functions related to HR management 3.3.2 Application for customers
Trung Nguyen Legend has already developed an app for customers with several features such as ordering and shipping, coffee shop location, Since Trung Nguyen’s benefit is the space of its area, our suggestions about upgrading or changing their apps for convenience may highly upgrade their business model
Applying at-the-table-payment feature for the software This would create a big convenience for the customer as they don't have to stand in line waiting for an order and also the staff As the general characteristics of a Trung Nguyen coffee shop is their big space This may sometimes cause insufficient for the staff to locate the customer and the customer may find themselves inconvenient to go to the cashier then find a spot for them to enjoy their drinks The solution for this situation is to make the check-out at the table feature in the app In every spot in the coffee shop area, there should be QR code, the client scans the code to locate the spot themselves then the app will show them their menu This visual menu can also connect to the database of the stockist, so in real time, the menu can update which drinks have already been sold out When the customer goes through the visual menu and decides their drink, when they order the drink through the app, the app will send a signal and locate themselves Employees with their devices can easily catch the signal and locate where the client and deliver drinks to the exact table spot without having to find the customers When a customer leaves, staff can check out the spot on their devices This helps them to manage the availability of the current spot/table
Location and space crowding level assessment Map guiding can be added in the app Throughout this feature, the customer can find the nearest Trung Nguyen coffee shop and the way there Not only that, this app can show how crowded a coffee shop is in order to create a better experience for customers Sometimes, customers find it uncomfortable coming to an overcrowded place, this feature helps them find another Trung Nguyen location with fewer people so they can enjoy their cafe Since people check-out on the app, this app can approximately count the number of customers being in the place and when they leave, employees in the coffee shop will decrease the number of customers in the area so it can show how crowded the place is We can combine with a booking feature but with a more detailed functionality as clients can choose their favorite spots
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The head of the coffee shop should treat these feedbacks carefully as they may be contributed or not
Ways to collect the data and feedbacks from all parties: ôồ Data collected from the software All the data is useful for the coffee shop For example, drinking habits can serve the stockist as they should store which ingredient more Not only that, they can create more beverages under the most consumed flavor Location data helps them to see where their customers mainly focus This can lead them to a potential shop area where the customers should go in case it is too crowded or too far Feedback can be given by customers through the app We can apply some campaigns or events in order to encourage customers to feedback on apps such as how new drinks taste, how comfortable they feel about their spot, and how staff are doing ô In real life (IRL) We can hold a survey to understand the customers’ insight, voucher or coupon can be given away to encourage clients to participate, this can also apply with staff They can give their opinion in order to improve the performance of the coffee shop e On social media With the uprising of social media such as tiktok, facebook, threads, these platforms can be the resourceful place for all kinds of data or feedback
Consequently, the foremost concerns that our team suggests for Trung Nguyen are: Creating loyalty, prompting customers to return and refer products to others, increasing sales revenue, reinforcing brand reputation, and optimizing business strategies to align with customer needs
Effective supply chain management enhances flexibility, minimizes waste, and boosts productivity It facilitates easy tracking and management of goods from origin to endpoint, thereby enhancing transparency and control within the supply chain
It aids in monitoring product quality, work processes, internal and external data, as well as enhancing the flexibility and scalability of customer information systems, thereby supporting company expansion and development.
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Overall, Trung Nguyen Legend has a fairly good supply chain system that meets customer needs from selecting coffee beans to instant coffee However, Trung Nguyen does not purchase coffee from farmers, private businesses, or traders as many private businesses or agents involved in purchasing face difficulties, with many agents defaulting on payments, directly affecting the supply source's inability to meet both quantity and quality requirements Therefore, Trung Nguyen restricts the use of these suppliers Instead, the company has sought a new direction for sourcing raw materials by investing in and directly managing coffee farms owned by farmers, turning these coffee farms into a part of the business This helps the company take proactive steps in strategic raw material sourcing, contributing to strengthening the relationship between the company and coffee growers Trung Nguyen states that the coffee beans they use are purchased from small coffee farmers with sustainable farming practices, and the company offers preferential prices to these households Regarding production and distribution, Trung Nguyen Legend has fully digitized its operations, with their production lines automated and a network established comprising 121 distributors, 7,000 sales points, and 59,000 retail stores nationwide and in many countries worldwide Therefore, Trung Nguyen Legend needs a modern SCM system to communicate with farmers To address the final lingering issue in the raw material stage, our team proposes some SCM software solutions to help Trung Nguyen Legend resolve this unstable raw material supply
Ly Supply Chain Management Advantages
Overview of the advantages of applying SCM
Supply Chain Management (SCM) is a comprehensive management system of all operational processes within the supply chain, from procurement, production, storage to distribution of products to end customers The benefits of SCM are diverse and vital for businesses Firstly, it optimizes costs by minimizing waste and transportation expenses, thereby creating business efficiency Secondly, SCM enhances the productivity and efficiency of production and distribution processes, enabling businesses to quickly adapt to market fluctuations and customer demands Finally, it establishes a flexible system, enabling businesses to respond quickly and flexibly to any changes in the business environment
In the field of Supply Chain Management (SCM), the supply chain manager is responsible for coordinating the logistics of the entire supply chain, including five main aspects: e Planning or strategy e Supply sources (including raw materials or services) e Production (focusing on productivity and efficiency) e Delivery and logistics e Feedback reception system (for defective or non-compliant products)
An exemplary case of Supply Chain Management awareness is Walgreens Boots Alliance Inc Recognizing the importance of Supply Chain Management (SCM) to its business operations, Walgreens Boots Alliance Inc has focused on innovating its supply chain since 2016 As one of the largest pharmacy chains in the United States, the company needs to adjust and efficiently manage its supply chain to address market fluctuations and continue to optimize profit value Since July 5, 2016, Walgreens has made significant investments in technology in its SCM field
The company implements a future-oriented SCM system, integrating relevant data and utilizing analytics to predict customer purchasing behavior Subsequently, they take necessary measures to optimize the supply chain and accurately meet customer needs A prime example is the ability to predict flu symptoms, enabling the company to accurately forecast the necessary inventory for over-the-counter flu medications This helps create an efficient supply chain with minimal inventory Through the use of this SCM, Walgreens can reduce excess inventory and associated costs such as storage and transportatior expenses
The image shows the assistance of SRM in leveraging a business consistency 4.1.2 Oracle SCM system
Operating on cloud computing technology, Oracle SCM software helps businesses reduce errors, minimize costs, and unnecessary efforts for the company Oracle SCM software operates on cloud computing technology Key features of Oracle SCM software include supply chain planning, from sourcing, manufacturing to sales, operation management; tight logistics operations management including warehouses and transportation methods; product lifecycle management system, and order management
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The application layout of Oracle SCM System 4.1.3 Benefits of SCM
Supply Chain Management (SCM) brings numerous important benefits to stakeholders, including consumers, manufacturers, and suppliers
Benefits for consumers: ¢ Quality products: SCM ensures product quality from production processes to transportation and storage, providing consumers with safe and high-quality products eô Reasonable prices: Optimizing the supply chain process helps minimize waste and transportation costs, thereby reducing product costs and maintaining stable, reasonable prices for consumers.
Variety and integration: SCM ensures the provision of diverse products and services to meet the diverse needs of consumers, while integrating information and data between supply chain steps
Enhanced production efficiency: SCM optimizes production processes, reduces waiting times and waste, thereby enhancing production efficiency and reducing production costs
Risk management: By optimizing the supply chain process, manufacturers can easily predict and manage risks from shortages of raw materials, production process disruptions, to transportation and product storage issues
Improved product and service quality: SCM ensures product and service quality by tightly controlling processes and standards within the supply chain, creating reliability and trust from customers
Enhanced flexibility: SCM creates flexibility in the production and distribution of goods By optimizing processes and automating activities, businesses can easily adjust to market fluctuations
Stable supply sources: SCM helps suppliers easily manage and maintain relationships with supply chain partners, thereby ensuring stable and reliable supply sources
Optimized transportation and storage processes: Through SCM, suppliers can optimize transportation and storage processes, minimize costs, and enhance efficiency in business operations
Cost optimization: SCM helps minimize waste and costs in the production, transportation, and storage of goods By optimizing processes and reducing losses in the supply chain, businesses can save significant costs. e Risk management: SCM helps identify and minimize risks in the supply chain, from material shortages to transportation disruptions This helps enhance stability and ensure business operations
In the F&B industry, customer relationships are not just the key to success but also the cornerstone of survival and growth Customers are not only consumers but also important partners, influencing the reputation and sales of every business A good relationship between a business and its customers fosters loyalty, increases sales, and builds brand reputation
Currently, customers have quick access to information through various channels, especially social media and product review platforms This creates transparency in the F&B industry but also poses challenges for businesses in maintaining and improving product and service quality
Given this reality, the use of Customer Relationship Management (CRM) systems becomes extremely important in F&B business CRM not only helps businesses efficiently collect and manage customer information but also allows for the analysis and evaluation of customer interactions on social media platforms and websites This helps businesses better understand customer needs, preferences, and feedback, thereby optimizing business strategies and providing the best experience for customers Moreover, CRM helps businesses maintain close relationships and continuously improve customer satisfaction, ensuring success and sustainable development in the F&B industry
The image demonstrates an interconnection with the help of CRM, showing its importance in a business
CRM (Customer Relationship Management) is software or a data management system used in the F&B industry to collect, organize, and analyze customer information
By organizing data about customers and their interactions, CRM helps F&B businesses better understand customer needs, preferences, and purchasing behaviors Consequently, businesses can provide personalized experiences, from suggesting suitable products to providing the best customer care services For example, a restaurant can use CRM to track customers’ ordering history and suggest popular dishes or personalized versions when they visit next time This not only creates satisfaction for customers but also enhances their loyalty, thereby improving business efficiency and generating sustainable profits for F&B businesses
The CRM model is a professional customer care and management process that helps build strong business relationships with customers It's an indispensable tool for today’s businesses, placing customers at the center of development goals The CRM model brings many important values to businesses, providing comprehensive information for overall business strategy and specifically for managers
A recent example of applying CRM in business is Coca-Cola Coca-Cola has successfully applied CRM through the "My Coke Rewards" program This program allows customers to earn points from purchasing products and redeem these points for special rewards and offers Through online registration and entering codes on bottle caps or product packaging, Coca-Cola collects customer information, including personal details and purchasing behavior
The benefits of using CRM in this case are evident Firstly, the My Coke Rewards program creates a special and exciting experience for customers, thereby enhancing satisfaction and loyalty Secondly, Coca-Cola can gather valuable customer information from registration and code entry, helping to build a rich customer database Lastly, this program not only creates a positive interaction environment between Coca-Cola and customers but also strengthens the relationship and connection between them, while fostering loyalty and trust from customers This demonstrates that using CRM in Coca-
Cola's marketing strategies is not only a smart strategy but also an effective way to optimize customer relationships and improve business performance
Process for applying SCM to supply and distribution activities
Step 1: Assess and Define SCM Objectives e Objective Setting: Define what Trung Nguyen aims to achieve with SCM, such as cost reduction, improved product quality, faster delivery times, or enhanced sustainability. ô Needs Assessment: Evaluate Trung Nguyen current supply chain processes to identify areas for improvement
Step 2: Source Quality Coffee Beans e Supplier Selection: Identify and partner with reliable coffee bean suppliers Consider factors such as bean quality, sustainability practices, and reliability
- Certification: Ensure suppliers comply with certifications such as Fair Trade, Organic, or VIETNAM COFFEE - COCOA ASSOCIATION to meet quality and ethical standards
Step 3: Establish Supplier Relationships e Contract Negotiation: Negotiate favorable terms with suppliers, including pricing, delivery schedules, and quality standards e Supplier Management: Develop a supplier management strategy to maintain good relationships and ensure consistent quality and supply
Step 4: Implement Inventory Management e Inventory Control Systems: Use inventory management software to track coffee beans and other materials This helps in maintaining optimal inventory levels, reducing waste, and avoiding stockouts e Just-In-Time (JIT) Inventory: Consider JIT inventory practices to minimize holding costs and ensure fresh supplies
Step 5: Optimize Production Processes eô Process Automation: Automate key production processes where possible to increase efficiency and reduce errors ¢ Quality Control: Implement rigorous quality control measures at each stage of production to ensure the final product meets the desired standards
Step 6: Streamline Distribution Channels e Develop a logistics strategy that ensures timely delivery of coffee products to various distribution points, whether they are retail stores, cafes, or direct consumers. e Optimize transportation routes and methods to reduce costs and improve delivery times
- Utilize loT for real-time tracking of shipments and blockchain for ensuring transparency and traceability in the supply chain
Step 8: Sustainability Practices e Social Responsibility: Ensure fair labor practices and contribute to community development in coffee-growing regions
Step 9: Continuous Improvement ôỔ Performance Metrics: Regularly track and analyze key performance indicators (KPIs) such as lead times, supply chain costs, and customer satisfaction e Feedback Loop: Establish a feedback mechanism to continuously gather insights from customers and suppliers to make necessary adjustments and improvements in the supply chain
Step 10: Training and Development ô Employee Training: Train employees on SCM best practices, new technologies, and quality control procedures e Supplier Training: Collaborate with suppliers to ensure they understand and can meet Trung Nguyen quality and sustainability standards
Process for applying SCM to supply and distribution activities - 38 VII CONCLUSION & EVALUATION .0 ccccccccccccsssseeeeecesssseeeeecessssseeceseesseeees 42
Step 1: Establish the CRM implementation team and define specific goals
To effectively use and implement CRM software, it's crucial to establish a proficient implementation team Building the CRM implementation team and defining specific goals This team must have expertise in customer management, customer relationship strategy, business operations, and proficiency in CRM systems The team should include: e General operations manager, representing the company e Project manager
Sales department head: representing the department using the CRM system Technical implementation team from the company's technology partner
Before commencing the CRM implementation process, the business must establish priority levels and timeframes to achieve goals These goals must be specific, clear, and measurable using data It’s important for businesses to ensure that their goals adhere to the S.M.A.R.T principles Additionally, each goal needs to align with appropriate stages to achieve maximum effectiveness
Step 2: Assess the business's CRM usage needs
Before embarking on CRM system implementation, businesses need to address the following issues thoroughly:
Evaluate organizational status: Businesses need to clearly identify their products, business areas, and understand their target customer groups Equally important is understanding the company's business model and evaluating business activities conducted through which channels
Identify business requirements: It's essential to clearly identify why the business wants to start the CRM system implementation process Identifying specific issues that organizations believe can be improved through the CRM system is crucial Moreover, recognizing which CRM system features are important for the business will help make informed decisions
Assess financial significance: Estimating the implementation costs for a CRM system is necessary Allocating these costs reasonably and considering any additional costs that may arise is important for effective financial planning
Develop strategic application plans: Deciding how the business will integrate the CRM system into its existing processes requires careful consideration Evaluating whether any changes are needed in the company's operations or structure during this integration process adds another layer of importance to pre-planning
Step 3: Predict the CRM implementation budget
Project managers often overlook total implementation costs, such as overpaying for software, wasting employee time, combining unnecessary advanced features, etc Therefore, when assessing the total cost of implementing a project, the question must be asked whether the allocated budget is sufficient to accomplish the task
Some steps to help businesses budget for CRM implementation effectively include: e Calculate everything: To enhance business efficiency, detailed plans need to be made for each stage, including minimizing costs during the CRM implementation process This investment will bring significant benefits over time e Determine received value: Businesses must carefully evaluate advantages before applying new software and make efforts to quantify and measure them effectively
If the software truly meets needs, further research should be continued Assigning numerical values to assess the most objective values
- Perform risk assessment: o Study and assess potential risks These dangers may vary in nature o For example, one company may have technical risks, meaning they need to add features to their current CRM, which is a relatively large upfront cost and may not truly add value; while another company may be undergoing a significant change and needs to train 1,500 workers on different features o By conducting a thorough risk assessment, you can develop an accurate and realistic budget plan
Businesses need to collaborate with their implementation partners to assess whether adjustments to business processes are necessary for effective implementation of the chosen CRM system If any improvements or modifications are needed, the company must take immediate action before starting to build the CRM system e Prepare input data and documentation for CRM implementation: It's necessary to build a copy and appropriate data files to transfer to the CRM system and efficiently utilize this information in the software Before moving, it's required to clarify information to eliminate inaccurate information or non-existent contact addresses, and verify employee information. e User authorization: Securing business information and customer data is crucial Therefore, the company must carefully determine user access rights and data rights in the CRM system to maintain information security and optimize system usage e Monitor implementation activities: After signing the CRM implementation process contract with the technology partner, the company will transfer all documents and data to them and monitor the implementation activities The project manager is responsible for actively managing and monitoring the supplier's execution process, collaborating with the user team to address any requests that may arise promptly Additionally, managers must consistently assess progress and achieved results to make necessary adjustments to the implementation plan and ensure that the implementation plan stays on schedule
After a period of actual implementation, businesses need to closely monitor task flows in the CRM system and evaluate the effectiveness of these tasks Important metrics to consider when assessing the CRM system and optimizing the system usage include: ô CRM activity: Consider the number of system users, frequency of use, and activities they perform This will let managers know if the system is truly beneficial to the business Are employees willing to use CRM?
- Activity logs: This data helps businesses check if users interact with the CRM system e Input and output quality: Companies can assess the amount of customer data collected in the system, the conversion rate of that data in business processes like the rate of customer inquiries about products/services, the rate of customers requesting quotes, the rate of customers wanting demos and in-depth discussions about products
- Business figures: This is a crucial factor in evaluating whether the CRM system truly generates profits and revenue for the company Businesses should assess the growth rate in business before and after using the system
Step 6: Build a long-term CRM deployment plan
In addition to system evaluation, businesses must develop a comprehensive strategy to enhance the effectiveness of the CRM system These strategies can be categorized as short-term or long-term and organized into different stages Even during the implementation stage, businesses can still flexibly adjust and modify their plans based on their own business characteristics and goals
Following the research about digital transformation of Trung Nguyen legend, we have acknowledged these lessons:
- How the business operates, the SWOT ô How we analyze the need for digital transformation ô Understanding the application of digital transformation ô Estimating the chance and the risk; the benefits and the drawbacks of the digital transformation