Ho Chi Minh University

Pham Hoai Nhi-DBA11B RES401A 29/03/2011
HO CHI MINH UNIVERSITY

OF INDUSTRY
International Faculty Business Administration Division
BSBRES401A: Analyze and present research information
TRUNG NGUYÊN COFFEE

STRATEGY
Student Name: Pham Hoai Nhi
Lecturer: Dr. Nguyen Trong Nghia
I.D Student: 0822915
Class: DMI-DBA11b
/conversion/tmp/scratch/55496119.docx
Table of conten:
Table of Contents
Task 1: Gathering and Orgaising Information..............................................................................................3
Task 2: Researching and Analysing Information.........................................................................................4
2.1 survey questionnari:..........................................................................................................................4
2.2 Present information...........................................................................................................................4
Task 3: preparing informatio.......................................................................................................................9
3.2 Excutive:..........................................................................................................................................10
3.3 Introductions:..................................................................................................................................12
4 body.......................................................................................................................................................13
Core values:.......................................................................................................................................13
Strengths:..........................................................................................................................................15
5 CREATIVE COFFEE...............................................................................................................................17
7 recommendations:.................................................................................................................................19
8 biliography..............................................................................................................................................20
Task 1: Gathering and Orgaising Information..............................................................................................3

Task 2: Researching and Analysing Information.........................................................................................4
2.1 survey questionnari:..........................................................................................................................4
2.2 Present information...........................................................................................................................4
Task 3: preparing informatio.......................................................................................................................9
3.2 Excutive:..........................................................................................................................................10
3.3 Introductions:..................................................................................................................................12
4 body.......................................................................................................................................................13
Core values:.......................................................................................................................................13
Strengths:..........................................................................................................................................15
5 CREATIVE COFFEE...............................................................................................................................17
7 recommendations:.................................................................................................................................19
8 biliography..............................................................................................................................................20
/conversion/tmp/scratch/55496119.docx
Task 1: Gathering and Orgaising Information
Aspire Training & Consulting 2008, Deliver and Monitor a Service to Customers,
Documents on Call, Vic, ps 11 - 13.
Documents on Call, Vic, p 46.
Documents on Call, Vic, ps 40 - 41.
Lang Le, 2009, skills and knowledge of sales, Thong Ke Publisher, HCM, ps 97-98.
Bwportal 2004, accessed on Monday, 20th 2011 from
http://docs.4share.vn/docs/1405/Chien_luoc_san_pham_cua_Ca_phe_Trung_Nguyen.html
docs.4share, accessed on Sunday, 20th 2011 from
http://www.latestjobs4u.com/search/business-strategy-of-trung-nguyen-coffee/
latestjobs4u, accessed on Sunday, 20th 2011 from
http://vn.360plus.yahoo.com/Investment-NEU/article?mid=581
vn.360plus, accessed on Sunday, 20th 2011 from
http://www.scribd.com/doc/47967592/Icici-Pru-Final-Summer-Reportf
/conversion/tmp/scratch/55496119.docx 3|Page
Task 2: Researching and Analysing Information

2.1 survey questionnari:
Questionnaire customer feedback about trung
nguyen coffee strategy
Customer’s name:
Customer’s address:
Customer’s phone number:
Very good Good Very bad Bad

1. You see the business strategy of
secondary raw Coffe good right?
2. You see the formation of secondary
resources like?
3. Vision and mission of the reasons
you see how high?
4. Central core value of good reasons
right?
5. Human resources of the central
reasons you see how?
6. Of raw coffee you taste good?
7. Do the coffee harful to your
health?
8. Ways of processing coffee is good
how?
9. Orientation of secondary resources
like?
10. Do the cost of coffee stable?
2.2 Present information

With the questionnari above, we have surveyed 100 customers who view trung
nguyen coffee strategy.
Customer's ideas about greeting of

employees
very good good bad very bad
45 25 15 15
Customer's ideas about greeting of employees

15%
15% 45%
25%
Customer's ideas about listenning

of service
goo ba
very good d d very bad
24 48 17 11
Customer's ideas about listenning of service

11% 24%
17%
48%
Custumer's ideas about color

goo ba
very good d d very bad
40 47 13 0
customer's ideas about color

13%
40%
47%
Custumer's ideas about qualyti

31 57 8 4
customer's ideas about qualyti

8% 4%
31%
57%
Customer’s ideas about

explaining cost and other
information
yes no
88 12
Custumer's ideas about presrnting cost and

other information
12%
yes
no
88%
Customer’s ideas about

harmful
Yes No
86 14
customer's ideas about harmful

o No
14%
86%
Customer's ideas about taste delicious

coffee
28 65 7 0
taste delicious coffee

7% 28%
65%
Custumer's ideas about all customer care

production
40 47 13 0
customer's ideas about all customer care

production
13%
40%
47%
Task 3: preparing informatio
HO CHI MINH UNIVERSITY

OF INDUSTRY
International Faculty Business Administration Division
BSBRES401A: Analyze and present research information
TRUNG NGUYÊN COFFEE

STRATEGY
Student Name: Pham Hoai Nhi

Lecturer: Dr. Nguyen Trong Nghia
I.D Student: 0822915
Class: DMI-DBA11b
3.2 Excutive:
It can be said Trung Nguyen is a successful magic of branding in Vietnam. Within 5
years, from a small workshop in Buon Ma Thuot, Central Highlands has been present in
every country. Strategy franchise (franchising) has proven powerful as a series of
coffees with the sign "Trung Nguyen" mushrooming everywhere.
Only in "Sanctuary" city, there are now hundreds of shops. And the slogan "Joining the
creative source" has become familiar not only with those who work in areas related to
innovation. But all it seems is becoming the past.
If the situation did not improve in a positive way, can also just 5 years, the name
"Central Highlands" will just be an example of the sweet (and bitter) in the lectures on
brand management effect. And this is completely unfounded.
First, the success of the brand "Central Highlands", the public relations (PR - Public
Relations) plays a decisive role. In the early years of establishment, there are so many
articles, reports ... the "cafe phenomenon" and almost 100% of all posts are brought
positive content. Might say, the PR has created fever Trung Nguyen.
As we know, in building a brand new, the support of the mass media have enormous
significance. In modern times, the number of ads are doing so much to become an ad
that offends the notion of consumers (even though Vietnam is still one of the countries
with the cost per ad low-head type).
First thought when you watch a video ad is what? Yes, "he ads that ...". And in that
context, consumers tend to believe in "public opinion". PR become a connection directly
to the trust of consumers. And there is nothing surprising in a short time, Trung Nguyen
has won the hearts of consumers, and with confidence that the brand's reputation, as
revenue growth ...
Trung Nguyen has made a spectacular entry in the history of branding Vietnam. But
what has attracted the attention of the press to the Central Highlands that? You can list
a dozen reasons not less, from the red basalt highlands to the melodious tones of the
slogan "innovation-inspired", from the management experience of the Central Highlands
to the Directorate of Technical Secrets Roasters Coffee Art ... But the direct cause and
most obvious result of the media attention is the phenomenon of Trung Nguyen.
Those years, Vietnam coffee market (especially in the provinces south) is largely open,
whereas "drinking coffee" was not merely a demand for soft drinks, not even merely is
enjoying. "Drinking coffee 'can be seen as a strong cultural identity bring the South. The
cafe is a frequent meeting place of several levels: from students, students to civil
servants, from workers and artists to the world ... It should be noted that, during that
period, the main cafe family nature, source unclear, not systematic, and almost no long-
term development strategy. And this was a chance of Trung Nguyen: Trung Nguyen is
Vietnam's first brand is built and managed a basically market cafe Vietnam. Trung
Nguyen is Vietnam's first brand strategy implementation franchise in Vietnam and rose
to the world. The two main characters that made the first rush of articles on Central
Highlands. But it is the story of a few years ago.
Now the concern of the press for Trung Nguyen is a light travel day, simply because the
word "Trung Nguyen" has become familiar. When the familiar appearance, as well as
the phenomenon is no more. The fever has cooled. PR is only able to match to burn,
rather than a coal fire to maintain the brand.If only the last 6 months in 2003, more than
/conversion/tmp/scratch/55496119.docx 10 | P a g e
30 news and articles on Central Highlands in the local newspaper, then in 2004, this
number decreased by almost half. Ie about 15 items, and more than half of which were
written about the general director of the Central Highlands when he won the ASEAN
Outstanding Entrepreneur. We have no statistics of articles on Central Highlands in
2005, but the general trends continue to decline (remember the last time you read about
Central Highlands when not?).
Obviously Trung Nguyen brand sails are in need of new marketing wind.
Monday, Trung Nguyen is becoming more heterogeneous. In many aspects. Can clearly
see the difference in price, quality coffee and service in the Central Highlands
restaurant. Level of investment in space is decorated with a huge difference.
14,000 contract with you to a spacious bar, cool, decorative style mountains, soothing
music and waiters dressed in the Central Highlands will bring you a glass of "No. 4" (Is
that what does not can put a name "delicious" better?) aromatic famous.
With 10,000 dong, you still get glasses, "No. 4" at a restaurant that smaller, tighter and
much more smoke. Highland image here is reduced in a few songs or pictures wall.
Even "just" the 7000 contract, you still enjoy your favorite cup of coffee at a restaurant
Trung Nguyen "popular", with different colored plastic chairs.
Only thing is the waiter does not seem very happy, a cup of coffee seems a bit lighter,
and often try to find the Highland culture of you here will not bring results.
All three shops are located in the town!
There are two main reasons to explain the difference. One is: Central Highlands are
using other strategies to differentiate on price, literally "guest that any price." The
objective of this strategy is to maximize profits. But this seems very wrong in
franchising. Moreover, this strategy is quite dangerous for the baby as a market in
Saigon.
Second: This is the result of a massive campaign franchising, the quality is beyond our
control. The reason this seems more logical. Trung Nguyen is simply impossible to fully
control the hiring partner brands. And inevitably this is the customary Central Highlands
"make everyone stronger."
Besides the difference mentioned above can be the difference between food (a mistake
not?) At this restaurant. Diversity and abundance. As the imagination of the owner.
Quality food and also a one in heaven. You can completely happy with a plate of fries at
the restaurant on the Central Highlands B. T. X., and certainly you will not swallow food
and fries at a restaurant that the other Central Highlands in the heart of District 1,
HCMC.
The disparity in great harm to the Central Highlands to locate the image in the
customers mind. The reason is simple, in a context of "agitated" as such, referring to the
Central Highlands, people will not think of coffee (cheap and expensive), but also think
about French fries (tasty and not tasty) , to the Thai noodles (edible and inedible), to
opla bread (crunchy and IU), to beef (lean and fat), even to the toilet (clean and dirty) ...
Without active measures, the two "germs" will beat a brand, whether it is strong brands
such as Trung Nguyen. Only problem is time.
So, what is the cure for Trung Nguyen brand? Superficial thought, that we know is
"sick", the "prescription - drug loading" is not too complex. 1
1
http://vn.360plus.yahoo.com/toiyeuvietnam_chien/article?mid=78&fid=-1
3.3 Introductions:
.
Pioneered the application of the franchise business model in Vietnam, the
now, Trung Nguyen has a network of nearly 1,000 coffee shops across the franchise
8 countries and customs in foreign countries such as USA, Japan, Singapore, Thailand,
China,
Cambodia, Poland, Ukraine. Trung Nguyen coffee products and coffee G7 has
are exported to 43 countries around the world with major markets such as the U.S.,
China. Besides, the Central Highlands has also developed a more systematic
1000 convenience stores and distribution centers across the country G7Mart.
History and Development:
- 16/06/1996: Starting out in Buon Ma Thuot (Manufacturing and sales of tea, coffee)
- 1998: Central Highlands in Vietnam appeared with the slogan "Bring cold source
new creative "and the number 100 Trung Nguyen coffee shops.
- 2000: Marking the development by the presence in Hanoi and the first assignment
trademark rights to Japan.
- 2001: The Chinese Yuan is on a nationwide franchise and continues at
Followed by Singapore and Cambodia, Thailand
- 2002: First birth Tea
- 2003: Born coffee G7 and G7 exports to developed countries
- 2004: M add Trung Nguyen coffee shops Nh ti t B n, m ng at 600 A A A A net cafe
in Vietnam, 121 distributors, 7000 59.000 points of sale and retail products.
- 2005: Inauguration of roasting plant in Buon Ma Thuot and soluble coffee factory
Vietnam's largest in Binh Duong province with a capacity roasters 10.000 tons per year,
and coffee
solubility is 3.000 tons per year. Certified EUREPGAP (Good Agricultural Practice and
Quality coffee) world. Officially opened the tea culture tourism
Pioneer Pub in Lam Dong. System development cafes to 1000 figures
cafes and the presence of international franchising in China cafes
Originally in Japan, Singapore, Thailand, Cambodia, China, Ucarine,
U.S., Poland.
- 2006: Investment in construction, development and distribution system in Vietnam
G7Mart
and construction, standardized franchise system in the country, promoting development
franchise in the world. Launched a joint venture Vietnam Global Gateway (VGG) is
Based in Singapore.
Human resources
Currently, Trung Nguyen Corporation has nearly 2,000 employees working for
companies
Trung Nguyen stock, stock companies G7 Trading and Service in 3 offices, 2 and 5
plants
branches nationwide with VGG joint venture activities in Singapore.
In addition, the Central Highlands also indirectly created jobs for more than 15,000 labor
force
1000 system of franchised cafes across the country.
Management team of the Central Highlands group mostly young people, trained
all copies, along with the consultants have experience working in groups
abroad.
To become a strategic economic group includes 10 member companies operate
in many areas: growing, processing, export, livestock, media, real estate ..
Trung Nguyen Corporation is always necessary to supplement a workforce of young,
active, interested
Blood and creative, willing to join us in building a Trung Nguyen Corporation
strong economy of Vietnam.
The staff of the Central Highlands Group has always been to create the working
conditions
best to learn, develop skills and dedication to the spirit "Commitment -
Responsibility - Honor. "
Vision and mission:
Vision: To become a corporation to promote the economic rise of Vietnam, held
self-sustaining national economy and stimulate, demonstrating a desire for University
Vietnam to explore and conquer.
Mission: Building the leading brand by bringing people to enjoy
Coffee creative inspiration and pride in the bold style Trung Nguyen
Vietnamese cultural momentum.
Core values: seven core values of the Central Highlands2
4 body
Core values:
seven core values of the Central Highlands
- No light source to i: e ng lc morning to be centered in row e UCA at A A at CPC
Originally brewed in
Pioneer confirmed to provide the utility value for customers and staff
members.
- Develop and brand protection: Every member is responsible for construction,
development,
2
Trung nguyen coffee accesse on Monday, 28th 2011 from
nurture and protect trademarks Central Highlands.

- Take care consumers do: Always get the satisfaction of consumer-focused
for all activities.
- To build success with trading partners: Work closely in a spirit of trust, respect
and equally important for the success of partners is key to China's prosperity
Resources.
-Strong human resource development: Give employees adequate benefits
physical and mental well as training opportunities and development with the large
Trung Nguyen's continued strength.
- Taking effective basis.
- To contribute to community building: Contribute to building a positive community
environment
the good and contributing to the development of the society .
Business philosophy:3
National characteristics: the desire to assert power openly, a strong
domestic market
Global Competitiveness: build prosperous economies and self-expanding step by step
position in the world with a growing
position and power: the unequal competition of the business before the competition
it must mobilize enormous power of the spirit of Vietnam
efficiency: small victories towards the Vietnamese always great mission
of the competition, will contribute to the big win is confirmed aspiration
Vietnamese country great
3
National characteristics
Strengths:
- The first to take the franchise system franchising
- System wide distribution
- Strategy franchise (franchising) has demonstrated the power of
range of cafes with signs "Trung Nguyen" mushrooming everywhere
- High quality and good brand
Information Channels - well, the public relations (PR - Public Relations) plays
 decisive can be said that the PR has created fever Trung Nguyen.
- Human resources abundant
- Labor cost
Weaknesses:
- Implementation expenditure NLC franchising than t, ch tension ệ ế A at UO massive
amount of testing beyond
control.
- The management, poor supervision
- Trung Nguyen is the strategic use of price differentiation, literally
"What hotel did price." The objective of this strategy is to maximize profits.
- Trung Nguyen has become inconsistent. In many aspects. Can clearly see the
different price, quality coffee and service at the restaurant Central
Resources. Level of investment in space is decorated with a huge difference.
Example: With the 14,000 you can get to a spacious bar, cool, decorating style
the mountains, soothing music and waiters dressed in the Central Highlands will bring
to give you a glass of "No. 4" (no light can not put a name to be "delicious"
more?) famous fragrance.
With 10,000 dong, you still get glasses, "No. 4" at a restaurant that smaller, tighter and
much more smoke. Highland image here is reduced in a few songs
or wall photos. Even "just" the 7000 contract, you still enjoy the cup
in a consistent favorite cafe Trung Nguyen "popular" with other plastic chairs
color.
Only thing is the waiter seemed very unhappy, coffee seems a bit pale
more, and often try to find the Highland culture here
will not bring results. All three shops are located in the town!
- There are too many ambitions and projects within a time (G7 Mart)  Distributed
power, capital, intellectual
Opportunities:
- Still top Vietnam coffee market. Not have adequate competition.
- There are many opportunities and advantages to attract foreign investment
- Trung Nguyen Coffee is exported to 40 countries around the world, accounting for
20%
volume (available in the market: the U.S., Japan, China, Singapore, Cambodia,
Poland ...)
Challenges:
- Competitors
+ Domestic: Coffee TN is losing market share in the hands of Highland. There is also
Nescafe and Vinacafe
+ International: The future is none other than two giants famous cafe
Stacksbuck world and Gloria Jeans Coffee, this is the second on the franchise extended
trade on the world famous cafe
- In the not so distant future t tp copyrighted TV a multinational delegation to the U.S.
- Losing market share, disorientation, confusion of policy and strategy as well as
Management
- Not enough funds to turn, lost credibility with Partner
.Chien business strategy:
products approach the market.
Market Entry Strategy:
Cafe Trung Nguyen at the time of the initial approach failed thitruong Saigon
continuously until a milestone on 08/20/1998 suvao they opened a café for
Free 10-day drinking. Through this activity was introduced to Central Highlands
customers of their coffee products, and guide guests to enjoy cafe
"Trung Nguyen-style." Six months later, the name of Trung Nguyen Coffee has
developed
than a business with 20 years seniority in the city of Buon Me. Reception
enthusiasm and rapid consumer has created a phenomenon Central Highlands
Saigon on land next to the active and tranh.Trung Nguyen sustain
was developed by the "strategic triangle" to a custom-developed, open 2 more
concerned that
who managed to maintain control, design, service and quality coffee at
quan.Ben addition to managing costs and inventory costs during difficult
capital constraints. Trung Nguyen has made a spectacular entry
in the history of branding Vietnam. It can be said Trung Nguyen Coffee is
magic of a successful brand building in Vietnam in recent years.
Within 5 years, from a small workshop in Buon Ma Thuot, Central Highlands has
present in every country.
Market Expansion Strategy:
After conquering the domestic market quickly with quality and style
in particular, his unique, the Central Highlands began to bring their brands to market
the world with strategic franchise in Singapore in the first
2000.Tuy years but only really succeeded to the Central Highlands in 2002 when they
appear in Japan next 400 stores a total of 6000 stores starbucks
Consortium of the world's largest coffee and a variety of U.S. brand Japanese cafe
equally cult. Trung Nguyen's success in Japan has really helped
it jumped. To date, Trung Nguyen brand presence in Japan, Thailand,
Singapore, China and Czech Republic. Trung Nguyen Coffee is roasted in

Supermarkets and other stores in the U.S., Germany, Eastern Europe, France and
Russia. We Dang Le Nguyen Vu
contracts is underway to search for market share at 15 Trung Nguyen Coffee
countries such as Germany, Australia, Canada, Taiwan, Malaysia, the Philippines ...
Product Development Strategy:
Cafe is light to its products gn ng e li c tr nvi name from ICA Central A A A A CPC
Nguyen.Sau as e in U
This product was accepted by the market, Trung Nguyen has quickly capture market
customers' tastes, investment and development in depth to create a line of coffee
products
creative and includes five types are classified by raw materials and "gu" enjoy
coffee:
5 CREATIVE COFFEE
Creative 1 –
CULI Robusta (250g pack)
Coffee products made from Robusta coffee beans CULI most delicious, fragrant
mild, bitter taste and dark brown colored water. Very good when used with hot or drink
milk. Suitable for people with strong coffee taste.
Creation 2 - Arabica, Robusta: (250g pack)
The combination of the two types of Robusta and Arabica coffee offers you a quiet, odor
slight fragrance, when mixed light brown water. Finest products as hot drinks. Like
with people with strong coffee taste just right.
Creative 3 - Arabica Se (250g pack)
Share Arabica coffee beans from coffee growing region famous Buon Ma Thuot
carefully chosen to create a coffee product seductive aroma, taste
Light, light brown colored water. Mixed with milk to enjoy a cup of coffee and more.
Suitable for people with dark coffee taste just right.
Creative 4 - CULI premium (250g pack)
TCA NHP H e c nh ng bi ht Arabica, Robusta, in cells incubated ệ a CPC excelsa,
Catimor prepared
variable according to secret Chinese Yuan has launched a fragrance product is durable,
strong
momentum, the quiet. Better when taken with ice or milk. Suitable for people with taste
award
strong coffee.
Creative 5 - CULI premium Arabica (250g pack)
A coffee products are made from premium Arabica coffee beans by region
Lam Dong mountain, there are very specific, smooth, seductive fragrance and color
mixing water
dark brown. Better when taken with ice. Suitable for people enjoying coffee taste
the light aromatic coffee.
d) Diversification Strategy:
Based on the Vietnamese cultural identity gives customers a sense
different ways to enjoy their coffee, which has long been known ever. Middle
Originally researched and developed 30 kinds of coffee preparation of individual taste,
creating
9 kinds of different taste levels for their products. Central to their efforts
Nguyen has made premium coffee products such as coffee ferret, a cafe
world's most expensive and rare in the world-for export to developed countries.
Or soluble coffee products G7 is invested carefully from the naming, packaging,
broadcast system ... .. with ambitions to conquer developing markets nuocphat 7.
6Conclusion:
In Vietnam, coffee philosophy infancy. To get that philosophy should be based on
views of local, national, world views. It will be offset
those who drank grapefruit and passion for coffee over time, can not be done at once
all are.
Trung Nguyen has seen this problem seriously and have the study
carefully. Coffee is the common denominator to gather 2 million the coffee beverages in
many countries
family, race, color, political views and religious backgrounds. Therefore need to study
save it as a scientific work. If there is the philosophy that, Vietnam will have
huge opportunity. For the first time Vietnam will become a thinker, and can export
bringing together different people in the world.
Marketing strategy, to build the brand, business is always
leader in a certain aspect. Leading law applies to all products
from solid-like vehicles and computers to be as soft as to universities and other
ng th c u. Ng c e iv e instead of e, where dn m ph no ucasn incubated incubated at I A A
A A compost that should create a
New product sales made to stand in first position.
Building a brand is to find new, like new. Each brand should play
language are two issues: the core values and differences fascinating world of users.
This problem requires the participation of many experts the field of philosophy,
psychology
school ...
Trung Nguyen is trying hard to build a brand delicious coffee Vietnam
quality in the world, bringing it into philosophy, language is 2nd in the world.
7 recommendations:
Theo approaches Coordination variables Marketing (marketing-mix):
a.Chien Product Brief:
While the craze about the success of Cafe Trung Nguyen brand seems to have "storm
harmony with public opinion when suddenly released 11/2003 Trung Nguyen coffee
soluble products
G7, formally declared war against "big" are war nestcafe than 50% market share of
coffee mix
melt with the motto "the great defeat in Vietnam, foreigners before the
world ". And
Trung Nguyen has changed the face of soluble coffee market in the short thoigian:
Marketing
nestcafe decreased 45% portion, G7 21%, the rest belongs to various brands
khac.Day a product innovation strategy of the Central Highlands at the time of
supplementation
most satisfaction.
b.Chien Brief Assessment:
Japan is a country famous for the traditional art of tea ceremony, besides that
Japanese are well known coffee very early (1800). That is why Japan is a market
the relatively "strict" gu "enjoy. But Chinese agent franchise
Resources in Japanese fixed price per cup of coffee in Central Highlands 50% higher
than
Starbucks and 25% higher than other local coffee. Trung Nguyen and reap
e c ti can succeed to Tokyo should bc th y nh sir UO UO Arab CPC Central Highlands
for signature and seal
on integration, as leverage to develop a franchise system in a series of
other developed countries.
c. Distribution Strategy:
Comes to the distribution system of the Central Highlands can not not mention "transfer
franchise, "a major strategic contribution to the distribution of Chinese vaomang
Resources. 2006 Central Highlands has released 500 "mini supermarket" G7 Mart
System
G7mart distribution is built on the foundation of human and financial resources, market
value
name of Trung Nguyen Coffee Company and 70 distribution centers across the country
contribute more
the distribution system's powerful Nguyen.Tu this will develop into
commercial centers, supermarkets.
d. Strategic Communications Shareholder:
Can say the success of Cafe Trung Nguyen is due to a large part of the "transmission
through agitation. " Promotional activities of central resources is not much, really
efficient
the Central Highlands that can be accomplished through public relations, PR-based
value
core that the company gave a soul direction den.Trung Raw logo and slogan on the
nation's
his sole
enhancement of national pride in each product pham.Chinh so fast Trung Nguyen
quickly gain the trust of consumers. And the slogan "Joining the creative source" has
become
should be familiar not only with those who work in fields related to light
created.
Data summary top 200 brands Vietnam 2010

number Spending 2009 years 2010 years growth
1 Total Revenue 453 475,6 5%
2 Export Area 1,8 6,23 246%
3 Budget 34,5 43,9 28,1%
4 Profit After Tax 34,2 48 39,1%
5 Number Of 305 390 27,8%
Employees
8 biliography
Launched in mid 1996-Trung Nguyen coffee is a trademark of Vietnamese young
South, but quickly built up a reputation and become familiar brand coffee
the most to consumers both at home and abroad.
Only in the past 10 years, from a small coffee company in the middle of the coffee
capital of Buon Me
Thuot, Central Highlands has developed into a powerful group with six subsidiaries
Members: Trung Nguyen Corporation, the company shares of Trung Nguyen coffee,
Ltd. Trung Nguyen Coffee, joint stock companies and commercial services and G7
Joint Venture Vietnam Global Gateway (VGG) with the main industries include:
production, processing and trading of tea, coffee, franchising and distribution services
Coordinator, modern retail. In the future, Trung Nguyen Corporation will develop the 10
public
member companies, many lines of business diversification

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Pham Hoai Nhi-DBA11B RES401A 29/03/2011

HO CHI MINH UNIVERSITY

BSBRES401A: Analyze and present research information

TRUNG NGUYÊN COFFEE

Student Name: Pham Hoai Nhi

Lecturer: Dr. Nguyen Trong Nghia

I.D Student: 0822915

Task 1: Gathering and Orgaising Information..............................................................................................3

Task 1: Gathering and Orgaising Information

Documents on Call, Vic, ps 11 - 13.

Documents on Call, Vic, p 46.

Documents on Call, Vic, ps 40 - 41.

Bwportal 2004, accessed on Monday, 20th 2011 from

docs.4share, accessed on Sunday, 20th 2011 from

latestjobs4u, accessed on Sunday, 20th 2011 from

vn.360plus, accessed on Sunday, 20th 2011 from

Task 2: Researching and Analysing Information

Very good Good Very bad Bad

2.2 Present information

Customer's ideas about greeting of

Customer's ideas about greeting of employees

Customer's ideas about listenning

Customer's ideas about listenning of service

Custumer's ideas about color

customer's ideas about color

Custumer's ideas about qualyti

customer's ideas about qualyti

Customer’s ideas about

Custumer's ideas about presrnting cost and

Customer’s ideas about

customer's ideas about harmful

Customer's ideas about taste delicious

taste delicious coffee

Custumer's ideas about all customer care

customer's ideas about all customer care

Task 3: preparing informatio

HO CHI MINH UNIVERSITY

BSBRES401A: Analyze and present research information

TRUNG NGUYÊN COFFEE

Student Name: Pham Hoai Nhi

nurture and protect trademarks Central Highlands.

Singapore, China and Czech Republic. Trung Nguyen Coffee is roasted in

Data summary top 200 brands Vietnam 2010

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