Midterm report trung nguyen legend coffee course service marketing (704129

Dang Le Nguyen Vu wishes to build the Trung Nguyen coffee brand to arouse aspirations in every Vietnamese person, inspire and promote innovation for those who enjoy coffee.. Dang Le Nguy

VIETNAM GENERAL CONFEDERATION OF LABOUR

TON DUC THANG UNIVERSITY FACULTY OF BUSINESS ADMINISTRATION

BAI HOC TON BUC THANG

MIDTERM REPORT TRUNG NGUYEN LEGEND COFFEE

COURSE: SERVICE MARKETING (704129)

Lecturer: Dr NGUYEN LE THAI HOA Group: GEN YES

Members: NGUYEN THI THAO HIEN - 721H0655

CAO TIEN HUNG — 721H0659 NGUYEN LE HONG LAM - 721H0051 BUI VAN KHUONG - 720H0084 NGUYEN THI KIM THOA — 721H0135 NGUYEN PHAM HUONG TRA -— 518H0676

HO CHI MINH CITY, 10/2023

LECTURER’S COMMENT

Ho Chi Minh City, October 2023

Lecturer

MEMBER ASSESSMENT TABLE

Number Name Level of completion

IV 8PS MARKETING MIX —

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BUILDING TEAM’S BRAND NAME PROJECT

TEAM’S BRAND NAME: Gen Yes

"Gen Yes" 1s the fusion of the two syllables "Gen" and "Yes," stemming from the concept of "Generation Yes" - the younger generation with a positive mindset and a willingness to confront challenges, change, and new opportunities This is reflected in their collaborative working style, with the goal of driving change and supporting positive ideas Furthermore, Gen Yes also celebrates a positive mindset and the ability

to embrace "Yes" in the face of life's opportunities and challenges

SLOGAN:

“Dam Nghi Dam Làm”

Send a powerful message about a positive mindset and the determination to face challenges and opportunities, including three key elements:

© Positive Thinking: The group continually encourages positive thinking, exploring new ideas, creativity, and better approaches

© Readiness to Face Challenges: It reflects the fearlessness in the face of difficulties, always prepared to embark on a challenging journey to achieve larger goals

® Action: "Dare to Think, Dare to Do" is not just about thinking and dreaming, but also encourages action to turn ideas into reality through specific and resolute steps

This slogan embodies the spirit and goal of the group for creativity, determination, and positive action in all aspects of life and work

LOGO:

With the infinity symbol, we symbolize the limitless potential of the younger generation It represents continuous growth, ongoing exploration, and unrestricted thinking This symbol encourages us to expand boundaries and seek new and creative approaches in both work and life

As for the chain symbol, with the combination of a range of warm and cool colors, it reflects the diversity within each individual in the group while also honoring a spirit of unity and positive interaction among the members We aim for a common goal through strong interaction and collaboration, regardless of individual differences.

b Meaning of the brand name Trung Nguyen Legend

- According to Mr Dang Le Nguyen Vu, Trung Nguyen has two meanings:

“First, the Central Highlands is the central plateau, the central plateau Second, when | read swordplay stories in the past, 1 knew that the Central Plains were the central land

of China Whoever conquers the Central Plains will become the world's hegemon | wanted to be the world's hegemon, so I named it Trung Nguyen Just simple as that That is not ambition but aspiration We must globalize Trung Nguyen, we must bring Trung Nguyen to the world."

c Slogan: "Khoi nguon sang tao"

- Mr Dang Le Nguyen Vu wishes to build the Trung Nguyen coffee brand to arouse aspirations in every Vietnamese person, inspire and promote innovation for those who enjoy coffee Besides Trung Nguyen brand coffee, users always have new and creative ideas to create success for themselves, their families and the prosperous development of the country

taken care of, but is a spontaneous and creative brush stroke, a scribbled line at night that brings the quintessence and rich flavor of coffee to life

- Sun symbol: Starting from the center, this is a circle drawing the sun with 8 rays of light These 8 rays of light represent the basic elements of the universe: Heaven, Dam, Fire, Thunder, Wind, Water, Mountain, Earth The sun is life, representing the Supreme Being and human life is a cyclical succession The light from the central sun also has the meaning of illuminating and dispelling bad air

- Sun, moon and heart symbols:

The sun, moon and heart symbols are located alternately, corresponding to the rays

of sunlight, symbolizing the movement and harmony of the laws of the universe and the laws of emotions

This clearly demonstrates the ideas and thoughts of Mr Dang Le Nguyen Vu in the new period, honoring the beauty of the awakened lifestyle, and of the people who pursue that lifestyle It is crystallized from commitment, selfless service and a spirit of discipline, overcoming oneself as well as always aiming for truth, humanity and beauty in every individual's actions

Sharing in Contemporary Businessman, Mr Dang Le Nguyen Vu - head of Trung Nguyen Group explained the red arrow - the only prominent color in the Trung Nguyen cafe logo image: this is the image of how the rhythm of the Rong house in the Central Highlands is the inspiration for coffee and the place that produces bitter-sweet coffee beans; The arrow pointing upward represents Trung Neguyen's will to always conquer the peak and its desire to develop and rise The 3 white lines on the logo are a stylized symbol of the entrance to the stilt house, imbued with the cultural identity of the Central Highlands In particular, the white color in the logo is also a symbol of purity with a commitment to food safety According to feng shui, white lines also symbolize Earth - Heaven - Humanity

The mission of the company

Creating a leading brand by bringing coffee drinkers creative inspiration and pride in Trung Nguyen style imbued with Vietnamese culture

2 Product

a Production, processing and business fields

Trung Nguyen Legend researches and produces many typical coffee lines: premium Trung Nguyen coffee - Weasel coffee, Legend weasel coffee, etc; Success bottled coffee; instant coffee; Coffee Roasters; coffee beans, instant coffee and paper filter coffee In addition to coffee, Trung Nguyen Legend can also produce other related products such as cakes, other drinks, souvenirs and coffee making equipment and tools

Stores and points of sale

Trung Nguyen has many different types of stores and points of sale throughout Vietnam and internationally

Trung Nguyen Legend Coffee Shop

Trung Nguyen E-Coffee

Trung Nguyen Legend Showroom

Trung Nguyen G7 Mart store

Supermarkets and convenience stores

Franchising field

Trung Neuyen Franchising Joint Stock Company was established in 2011 with the purpose of managing the Trung Nguyen coffee space chain To date, Trung Nguyen Legend Group has successfully franchised two potential markets: Japan and Singapore in 2001

d Production scale

- Trung Nguyen Group currently has 3 factories: | coffee factory in Bac Giang, 2 Trung Nguyen instant coffee factories in Binh Duong along with modern, powerful machinery and equipment High productivity not only meets enough output but also brings the highest quality and most delicious products to

consumers

3 Customers:

Target Customers:

Trung Nguyen coffee's target customers are men, aged 25 - 45, income group AB, like things related to business and economics and have an enthusiastic attitude towards business lessons business story The portrait of Trung Nguyen coffee's target customers can be described as follows:

Gender: Trung Nguyen coffee's target customers are men

Geographic location: Trung Nguyen coffee's target customers are mainly concentrated in urban areas, in two big cities (Ho Chi Minh City and Hanoi) Age: Trung Nguyen coffee's target customers are concentrated in the Adult (25

- 35 years old) and Middle-aged (35 - 45 years old) groups

Income: Trung Nguyen coffee's target customers are concentrated in Group A Class (15 - 150 million VND) and Group B Class (7.5 - 15 million VND) Family Life Cycle: Trung Nguyen coffee's target customers are very diverse, depending on each brand and company's business model, often focusing on the Young group single); Young married without children (Young married without children); Young married with children; Middle-aged married with children Education: Trung Nguyen coffee's target customers are concentrated in the College group; University; Post-graduate

Customers Insight:

Attitude: Trung Nguyen coffee's target customers like things related to business and economics and are excited about business lessons and business stories Life behavior: Trung Nguyen coffee's target customers are always exploring and exploring knowledge and experience related to business and

entrepreneurship

Shopping behavior:

s* Where to shop: Trung Nguyen coffee's target customers are concentrated in home consumption channels (Supermarkets, Mini Supermarkets for soluble products); On-site consumption channels (Coffee shops for F&B model products)

“+ Shopping occasion: Trung Nguyen coffee's target customers often buy for meals (usually in the morning)

“+ Shopping purpose: Trung Nguyen coffee's target customers belong to the group of Habitual shoppers

Il MARKET OVERVIEW

1 Overview of Vietnam Coffee Market

- According to research by Euromonitor, the value of the Vietnamese tea and coffee chain market is around $1.3 billion per year and has a projected compound annual growth rate of 8.65 percent between 2021 and 2026 (According to research by Euromonitor)

Độ phủ các chuỗi cafe có trên 100 cửa hàng tại Việt Nam

Coffee chain brand recognition - by profile

Q What are the ima

In this regard, Highlands has a higher usage rate in Hanoi and Ho Chi Minh City (32% and 43%, respectively), while Trung Nguyen holds a strong market share in other provinces and cities (50% compared to 23%)

Coffee chain images (2) - By brand

Despite holding dominant market share and being considered the most outstanding in terms of taste and price, the service quality and staff of Trung Neuyen received the lowest rating (15%) compared to 21% for Highlands

2, Analyze SWOT

a Strengths

Owns individual coffee farms and directly produces coffee products in large quantities

Modern and advanced infrastructure and a strong distribution network

A reputable brand with a good reputation, understanding the market and consumers with 2 years of experience in the coffee industry

Trung Nguyen Legend is present in many global markets (Singapore, Japan, USA, etc)

Weaknesses

Franchise system is rapidly expanding Difficult to control leading to some cafes being sloppy and unprofessional Not to mention, many stores are still competing with each other

Implementing many external projects with high costs, dispersed human resources, and difficult to focus on the current market

Ill BASIC FOCUS STRATEGY ANALYST

Trung Nguyen Coffee Store is considered as using the Fully Focused strategy in the basic focus strategic in service with:

Limited range of services to a narrow and specific market segment in F&B industry

Market Segmentation: Trung Nguyén identifies a specific segment within the coffee market that aligns with its brand image and product offerings

Specialization: Position the Trung Nguyén Coffee Store as an expert in Vietnamese coffee and culture Highlight the unique aspects of Vietnamese coffee, such as robusta beans and traditional brewing methods, to create a distinct identity

Development of recognized expertise in niche provides protection for a little of market served

Customer Segmentation: This could be coffee connoisseurs, people who appreciate high-quality coffee, or those interested in Vietnamese coffee culture with a middle-income and above to enjoy the aroma and space of the Trung Nguyen coffee store

Service Customization: Customize the coffee store experience to understand the specific preferences and behaviors of the chosen market segment For example,

what types of coffee do they prefer, what brewing methods do they use, and what are their expectations from a coffee store?

IV 8Ps MARKETING MIX

1 Product Strategy

a Lovelock's Classification

- Trung Nguyen Legend belongs to "People Processing" which involves preparing and making coffee according to customers’ requirements, interacting with them in a professional and friendly manner, and ensuring that they have a positive experience when coming to the coffee

® Employee training: Ensure that employees understand how to serve and prepare coffee, and have the ability to interact positively with customers

* Customer interaction: Cross-person processing requires active interaction, listening to customer requests and responding to them effectively

® Create a customer experience: Employees have an important role to play in creating a positive experience for customers, from how they serve to how they interact with them

® Product quality: Humans are often involved in the preparation and preparation

of coffee This requires professionalism and skill in creating quality coffee products

b Flower of service