Chiến lược marketing của cà phê trung nguyên (tài liệu tiếng anh)

Launched in mid 1996-Trung Nguyen coffee is a fledgling brand in Vietnam, but has quickly built up a reputation and become a coffee brand most familiar to consumers both at home and abroad . -Within 10 years, Trung Nguyen has been a resurgence of powerful corporations.

The strategies of Trung Nguyen coffee

Lớp KTDTB

Group:

 Doãn quốc Bình

 Tạ Thị Lý

 Lưu thị tuyết

Mai

Introduction to Strategic Marketing and

approaches

1/The concept :

- Marketing strategy is how enterprises will do

to achieve their marketing objectives

2/Cach approach:

- According to approach the product-market

strategies

- According to coordinate approaches to

marketing variables (marketing-mix)

1/ Brief Introduction about Trung Nguyen coffee:

- Launched in mid 1996-Trung Nguyen coffee is a fledgling

brand in Vietnam, but has quickly built up a reputation and

become a coffee brand most familiar to consumers both at

home and abroad

-Within 10 years, Trung Nguyen has been a resurgence of

powerful corporations

I Introduction About Trung Nguyen coffee

Vision : Become a group

promoting the rise of

Vietnam's economy,

maintaining the autonomy

of national economic and

evoked, demonstrate a

desire to explore and Dai

Vietnamese conquest

Vision and mission

Mission: Building brands by bringing coffee to enjoy

creative inspiration and pride in the charming style Trung Nguyen Vietnamese culture.

I Introduction About Trung Nguyen coffee

1 Offshore source of innovation

2 Development and brand protection

Value core: 3 Take care consumers do

4 Build a successful partnership with

7.Contribute to building communities of Fort

6 Basis of efficiency 5.Strong human resource development

I Introduction About Trung Nguyen coffee

2 Development orientation

- Focusing the company grow from six members to 10 member companies in the coming time

-Objective to develop a network of domestic distribution channels smoothly,including approximately 100 local distributors top 64 cities by 2010

- The company is urgently preparing the route to the stock

exchanges in Vietnam and Singapore

- Building a paradise in Buon Me Thuot coffee

I Introduction About Trung Nguyen coffee

II/ The strategies of Trung Nguyen coffee:

Approach the product-market

Strategy

Penetration Expansion Development Diversifying

1 / According to approach the product-market strategies.

II/ The strategies of Trung Nguyen coffee:

a) Market Penetration strategy :

- Reduce management costs and inventory costs while

still lack of capital

- Within five years, a small workshop in Buon

Ma Thuot, Trung Nguyen has a presence in

every country

- Trung Nguyen has maintained the growth in "strategic triangle’’

b) Market Expansion strategy:

- Trung Nguyen started to bring their brands into global market

strategy franchise business in Singapore first time in 2000

II/ The strategies of Trung Nguyen coffee:

- Until now, the Trung Nguyen brand has been in Japan, Thailand, Singapore, China…

- Trung nguyen looking its

market share in 15 markets such

as Germany, Australia, Canada,

Taiwan, Malaysia, the Philippines

…

c) Product Development Strategy

Creation

Investment

developing in depth Creation 1 Culi Robusta

Creative 3

Arabica Se

Creation 5

Culi Arabica premium

Creative 4

Culi superior

Creation 2

Arabica, Robusta

II/ The strategies of Trung Nguyen coffee:

- Trung Nguyen has researched and developed 30 types of coffee preparation is distinct flavor, making nine kinds of different level of flavor for their products

II/ The strategies of Trung Nguyen coffee:

d) Diversification Strategy:

II/ The strategies of Trung Nguyen coffee:

Strategy

Strategy Strategy

2/ According to coordinate approaches to marketing variables

(marketing-mix):

Pricing

Distribution

Communications locomotor

Product

Strategy

a) Product Strategy:

In 2003, Trung Nguyen launched soluble coffee products G7, officially declared war, "his big" are war nestcafe than 50% market share of soluble coffee with the motto "to defeat the foreign university in Vietnam before the gender "

II/ The strategies of Trung Nguyen coffee:

II/ The strategies of Trung Nguyen coffee:

b) Pricing strategy

- Trung Nguyen in Japan fixed price per Trung Nguyen coffee

higher than Starbucks, and 50% higher than 25% compared to the local others

- For the domestic market prices of raw products varied in accordance with various objects to enjoy coffee

II/ The strategies of Trung Nguyen coffee:

c) Distribution Strategy:

- In 2006, Trung Nguyen has released 500 "mini supermarket" G7-Mart G7mart distribution system was built based on human resources, financial resources

- The brand value of Trung Nguyen Coffee Company and 70 distribution centers across the country contributing to the distribution system's powerful Trung Nguyen coffee

c) Distribution Strategy:

- Distribution System and powerful, and growing with mini supermarkets G7 Mart is investing extensively, chain store franchise in the country and abroad

II/ The strategies of Trung Nguyen coffee:

d Communications locomotor Strategy:

- We can say the success of Cafe Trung Nguyen is due to a large part of "the media, fans

- Trung Nguyen blew soul into their logo and slogan, the enhancement of national pride in each product

- Outstanding, the first Vietnam business implementation of the

"franchise", this strategy has a strong promoting effect

II/ The strategies of Trung Nguyen coffee:

Trung Nguyen

“Venue of people who love and passion COFFEE”

III / Conclusion

- With all that has been done, Trung Nguyen coffee has

contributed to the relay saturated the coffee farmers hard Vietnam's wings are far more, to conquer the world

market with flavor bearing the charming and cultural

identity of peoples

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