Phân tích thành cơng xây dựng văn hóa DN công ty Trung Nguyên Topic: Select a company that you clearly understand and analyze the causal relationship between success and enterprise culture What are key features of consumer culture in Vietnam? Analyze the impact of consumer culture elements to: a The economy in general b Markets for defined products (export/import) Task done: Select a company that you clearly understand and analyze the causal relationship between success and enterprise culture In many years recently, our country’s economy has made significant developments, Vietnamese enterprises has gradually asserted its position in the international market One of the success factors is that enterprises has built for their own culture features in company’s trading activities If the culture element was not paid much attention previously, now when the trend of globalization is taking place increasingly, the cultural trading means all cultural elements will be selected by enterprises, and create to use in their business that will make a great significance to the exist and development of the enterprise The trading cultural system that presents the trading subjects as enterprise is called enterprise culture Having an effective application of that enterprise culture theory to the reality, many Vietnamese enterprise has gained significant success in their business One of those enterprises is Trung Nguyen – the first enterprise brought Vietnam coffee to the world and made a contribution to the development of agricultural products of Vietnam It’s known that Trung Nguyen was the first coffee firm in the type of control trading and trademark license With an excellent quality of coffee and a creative control trading, Trung Nguyen has beaten market in Vietnam as well as in the world In many years, when reminding Trung Nguyen brand, customers recognize it as their pride Talking about coffee means about Trung Nguyen, and going out for coffee then almost people go to Trung Nguyen café, and model of Trung Nguyen with ambitious youth and a creative trading style has gained much love and trust from customers and international friends Trung Nguyen firm has created an original drinking style that has never been before Trung Nguyen enterprise should have inherited such dominant features for later improvement and enhancement to a new grade for an appropriate update of the fact, but they take a different way The posters of Trung Nguyen are placed everywhere “at best, worst than ever”, the control trading has been gradually lost and disappeared in agencies later To attach much importance to turnover, Trung Nguyen has slowly loosened, kept aloof from their commitment that caused the internal competition among their agencies The dense rate of distributors has caused they to compete with themselves in their markets The regular change of poster, color, type and package has made their usual slow system to be more complicated and brought a result that there are so many different recognizable features that caused difficulty for customers in distinguish which is real and unreal, which is Trung Nguyen licensed and which is Trung Nguyen grade , Trung Nguyen brand has become non-identical in many aspects It’s clear to find out differs in price, quality and style of service in Trung Nguyen café The cost for space decoration is also different For example: With only 50,000 VND, you can seat in a comfortable, mountainously decorated Trung Nguyen cafe to listen to music and enjoy a “number 4” cup of coffee But a same “number 4” cup of coffee in a smaller smoky cafe, you will have to pay only 25,000 VND The High Land image here is presented by some songs or pictures on the walls Even with 15,000 VND, you can still enjoy your favorite “number 4” cup of coffee in a hostel with some different colored plastic chair However, the service here is not good and it’s difficult to find the High Land cultural features One more abstract example, besides such difference above, we can mention to one more difference that is food quality It’s much different You may feel satisfied with a plate of fried potatoes in a modern cafe, but you can not eat fried potatoes in many other Trung Nguyen cafes around Hanoi The difference above makes bad impression for customers and put a terrible image in their mind The reason for this is very simple, in a “black and white” context like that, when think about Trung Nguyen, then they may not only think of coffee (expensive and cheap), but also food (delicious and bad), service (good or bad), atmosphere of the cafe (attractive or not), even the W.C (clean or not) Beside that, the success of Trung Nguyen is also contributed by the group of young enthusiastic staff, but when Trung Nguyen is at their top business, this is not true The constant change of staff has made Trung Nguyen to loose their stability and staff’s trust Trung Nguyen, with the slogan “originate creativity” has become popular to every Vietnamese By the combination of experience and longtime secret of making-up artisan in Buon Me Thuot with the modern technological processing, Trung Nguyen has created a philosophy, a unique styple of cafe “worth to be the number coffee in Vietnam” and over the world Consumers not only can use coffee products of Trung Nguyen but also mix themselves to Trung Nguyen culture that imbrues the culture of the High Land in particular and Vietnam in general In recent years by the efforts of the contribution to the branding of agricultural products in Vietnam and other social activities, Trung Nguyen has gained many achievements by the state and awarded many noble honors consumers Thus, to have a successful long-term brand, enterprise must not only always updated and transmit the brand value that customers expect Because customers’ needs always change and tends to increase so enterprise’s brands must change to suit these demands What are main features of consumer culture in Vietnam? a Multiform and plentiful As the difference between the rich and poor in society, the social position and education degree or living regions with different cultures that makes difference in consumer culture in Vietnam An example of difference in living regions: It’s thought that Northern people always appreciate appearance that is contrary to their habits of economization, Hanoi citizen especially love luxurious products, such as products that bring them chances to show their class like automobiles, mobile phones an approximate of 70% of Hanoi citizen will be willing to pay more for a new or original products whereas this index in Hochiminh city is about 55% b Consumer culture level is still low Low consumer culture means that consumers have lack knowledge and useful consumption habits c Irresponsible consumption, foreign trends and run by the value of "virtual" d Making bargain This is a very specific culture in Vietnam, most consumers have a habit of making bargain for what they buy Although there are more and more supermarkets, shopping centers or stabilized-priced places in Vietnam, but not so that this habit disappears However, according to the Institute of Consultancy and Social Development (National University of Ho Chi Minh City), consumer culture Vietnam will include three basic characteristics: value-based consumption, clever consumption and responsible consumers a Value-based consumption Value-based consumption is the behavior of selecting good product and service as well as appropriate price to highly meet personal demands of consumers b Clever consumption Smart consumption is the behavior based on cognitive thinking, consumption what consumers know, understand, and they gather completed information of the product, enterprise to make the right decisions, not affected by the other consumers to protect their own benefits, community and society c Responsible consumption Responsible consumption behavior is the highly social consumption behavior Consumers have the responsibility not just to know use products that satisfies their personal demand, select internal products but also select products of enterprises that are responsible for our society and makes contributions to social development as well as raise the living quality of community and society Beside that, consumers must know how to express their highest power with enterprises that violates consumers’ rights and break the law Analyze impacts of cultural elements to the economy in general First of all, it must be recognized that impact of culture to the economy is not negligible Why is a football shirt being sold well in England but not sold in the U.S.? And why the Asian economies significant develop while Europe and America seem to get stuck? All lies in the culture (the knowledge and common belief shared by a group of people) To consider on a small scale, by faith and worship, these factors add value to goods and increase buyer's demand for goods It’s clear that the English love football more in comparison with the American so football uniforms are put more values than their price If there is not overenthusiastic, they are simply clothes with number printed on An advertisement is considered as good if it understands this liking and informs consumers that these products contain what they desire However, at a higher rank, a good advertisement must understand what culture is and they can change the culture so that buyers pay attention to their products With only a Body shower, X-man has been successful in their advertisement with luxurious images Furthermore, fashion is an example of creating a new culture By inviting famous people to promote the brand or trend that would give customers a new perspective and from which a new culture (especially culture of the youth in particular) However, a national culture can affect the national economy Why the Asian have made significant development? We should consider the culture of China and the U.S The Chinese honor those who study well and successfully, diligent and hardworking While Americans worship people who have money and have rich lives Which leads to two different economies? China's economy focused on manufacturing, while the U.S economy mainly in the hands of banks and financiers Therefore, China's economy seems more stable than the U.S economy that relies heavily on the rise and fall of commodity prices It can be seen today almost economies over the world are plunged into crisis, and just China and India still growing Therefore, when considering the economics, it’s unforgettable to mention to the culture next to it On a small scale, marketers must understand this to orient their customer through advertising strategies to change their thought On a broader scale, managers need to understand that a culture in the right direction will lead to a sustainable economy such as the story of the Chinese people Analyse impacts of cultural elements to markets that supply defined products Differences in culture led to differences in attitudes and consumption habits On understanding the tastes and consumer culture in each region will help enterprises succeed Here, I would like to analyze the impact of culture to the Japanese export market A number of cultural characteristics have significant impact to the notions and habits of Japanese consumers, thereby affecting the behavior of Japanese consumers, or in other words it affects the market determination and structure of exports Influence of valuable to consumption The Japanese have strict requirements for product quality The products made in Japan for domestic consumption sometimes have higher quality than the ones exported to foreign countries The Brand "Made in Japan" is a pledge for quality for both foreigners and Japanese, and they are usually quite expensive Currently, because Japan fall into economic recession, Japanese people tend to look for lower priced items, in accordance with their needs and financial capabilities The middle-class families and the lower classes rarely purchase items "Made in Japan", they buy cheaper imported items They also not buy at supermarkets, and then buy at the store of "100 Yen", where there is not many things "Made in Japan" The Japanese tend to use more imported goods from other countries, and Vietnam enterprises also have more opportunities to reach this huge consumption market The Japanese have a characteristic that trust in the label quality certification This significantly effect on the amount of foreign goods sold in the Japanese market It’s much important to Vietnam’s products exported to Japan have quality certification as JIS, JAS Influence of aestheticism on consumption The Japanese’s aestheticism is high Those who first visited Japan almost admire the Japanese’s aestheticism that is expressed from a food decoration, home, books, newspapers, restaurants to the temples Japanese’s aestheticism expressed not only through the external phenomena that longer by their thinking and work Recently, Japan is the largest imported market of handicraft products in Vietnam Currently, Vietnam has 11 commodity groups of handicrafts exported including five major categories: art pottery, rattan goods, embroidery, art furniture and carpet It’s worth to notice that there is a feature in the concept of a Japanese aesthetic, the Japanese did not like the balance They deliberately avoided this because it presents the repetition So the producers and exporters of pottery should consider this feature in the concept of the Japanese to supply them suitable products Influence of living style to consumption Seafood is always a major food in the Japanese’s meal Up to now, Japanese market is the world's largest seafood market: seafood consumption per capita in Japan is about 70kg/person In recent years, seafood has always been one of the largest commodities exported to Japan by Vietnam With the great potential of this market and the characteristic that Japanese love seafood of Vietnam, it’s an attention that Vietnamese enterprises should spend more time to study this market and export lower-price seafood to Japan Recently in Japan, dressed normally trend is common in every context of daily life that breaks the tradition of what is considered a social standard Fashion also trends to catch this comfortable style and demand for knitwear in the future is expected to develop strongly Besides the high demand for knitwear, the Japanese also preferred simple products that are natural and gentle-colored Vietnamese cloth made of cotton fabrics, silk is very popular in this market Influence of habbits on consumption By what mentioned above that the Japanese pay much attention to quality than price, but now Japanese are requiring more criteria in selecting goods that means they will not buy that products if they find the price is not appropriate Nowadays, there are more and more Japanese go abroad for travel and they clearly know the difference of price between Japan and other countries Therefore, it’s important to have promotion strategies to sell products at reasonable prices At the moment, in the context that Japan’s economy has been strongly recovered, the Yen’s value to USD still fluctuates, Japanese consumers trend to economize on purchasing high-quality products ... knitwear in the future is expected to develop strongly Besides the high demand for knitwear, the Japanese also preferred simple products that are natural and gentle-colored Vietnamese cloth made... not like the balance They deliberately avoided this because it presents the repetition So the producers and exporters of pottery should consider this feature in the concept of the Japanese to supply... admire the Japanese’s aestheticism that is expressed from a food decoration, home, books, newspapers, restaurants to the temples Japanese’s aestheticism expressed not only through the external phenomena