Trungnguyen

In: Business and Management

Submitted By kitu
Words 11616
Pages 47
Competitive Strategy
Essay research: Trung Nguyen“Chasing the Starbucks Dream”
Lecture: Mr Frankie Yee Group No: 4, Industry A Group members:
Smita Mukesh-ID: 12515963 Anay mapuskar-ID: 12527640 Kaaviya Ramesh-ID: 12526283 Nguyen Minh Dao-ID: 12528600 Kathambari Ravichandran- ID: 12526461 Ram Hasubhai Kathadbhai- ID: 12526208

Date: January 9th 2011

Group 4 Table of Contents 1. 2. 3.

Frankie Yee `

Executive summary ..................................................................................................................................................... 3 Introduction ..................................................................................................................................................................... 3 Company situation ......................................................................................................................................................... 4 3.1 Past and present performance............................................................................................................................... 4

4.

External Analysis............................................................................................................................................................ 5 4.1 PESTEL factors ............................................................................................................................................................. 5 4.1.1 Political/Legal ...................................................................................................................................................... 6 4.1.2 Socio-Cultural ....................................................................................................................................................... 6 4.1.3…...

Similar Documents

5 Models Focus on Trung Nguyen Company

...patching low-level complaint; stimulus to agriculture by farm machinery loan interest rate of 0%. Economic: Vietnam's entry into the World Trade Organization in 7th, November 2006, There are many economic factors affecting business activities of TrungNguyen, but basically there are several major factors by following: Economic growth– Viet Nam’s economic growth rate stood at 5.32% (Nhandan 2010). Per capita income – the average income per person claims to level of 1,074 USD (Vietnaminvestnetwork 2009). Rate exchange – the VND/USD rate has stood around 20,800VND in 2012 (Press center 2012). The growth rate of GDP suggests that the economy is growing, and therefore there is opportunity for Trung Nguyen to expand business. Every year Vietnam exports about 850,000 tons of coffee to more than 70 countries and territories. According to latest report of the Ministry of Agriculture and Rural Development, coffee exports in September is estimated at 54 thousand tons with a value of 76 million USD, bringing the total volume of coffee exports in the first nine months of 2012 to 1.1 million tons - 2 billion USD. [pic] Source:wikipedia.org (2011) Technology: After the popularity of Cappuccino coffee in over the world, TrungNguyen took European technology to produce new products like G7 Cappuccino - Hazelnut, Irish Cream and Mocha (Trung Nguyen 2009). Otherwise, they also support their business by signing a memorandum of technology copyrights to Microsoft......

Words: 4415 - Pages: 18

Trung Nguyen Coffee

...aspects such as: market share, labor forces, potential market...etc, therefore, understand demographic probably help Trung Nguyen to have better decision making. a/ Population Viet Nam has85,789,573 residences (2009), approximate 17million families and young population structure which provides abundant workforce and cheap labors. This is an advantage for Trung Nguyen’s operation, in addition the proportion of teenagers and young adults is high so it creates a potential market for company in future. (Giang Thanh Long & Bui The Cuong, 2008) According the latest press release (4/7/2012), Trung Nguyen brand has had the biggest number of end-users. Nearly 10 million/ 17 million Vietnamese families purchased Trung Nguyen’s products (trungnguyen, 2012) b/ Education/Gender/Income Education, gender and income will determine the purchasing behavior of customers so this section is essential to Trung Nguyen. According to the statistic below, we can easily see the percentages of education level, gender and incomelevel from that Trung Nguyen will have a foundation to set up the strategies, tactics for different customer segments. The Press release (4/7/2012) also mentioned the drinking behavior of individuals. The report presented in 2011 there were 18% office staffs chose Trung Nguyen coffee, it equals to every 3 office staffs drink coffee, 1 will use Trung Nguyen. Especially 80% office staffs who are over 30 year-old are going to pick Trung Nguyen ones. Trung Nguyen......

Words: 8149 - Pages: 33

Coffee Studies

...market. | | | | |Alliance between NFC and Coca Cola | | | | |company, Distribution alliance* | | | |Alliances-Joint Ventures with roasters |.. |.. | |MARKETING AND BRAND INNOVATION | | | | |Country Brands | |NFC: Juan Valdez different type of |TrungNguyen (ground roasted | | | | |coffees, freeze dried coffee (from Buen|coffee), G7 and Moment (instant | | | | |Día factory). |coffee) | | | | |Colcafé: Sello Rojo and Sello dorado. | | | | | |Torré café Águila Roja: Águila Roja. | | | | | |Casa Luker: Lukafe and New Colony | | | ...

Words: 28626 - Pages: 115