Chiến lược Marketing của cà phê Trung Nguyên (Tài liệu tiếng Anh)

- Launched in mid 1996-Trung Nguyen coffee is a fledglingbrand in Vietnam, but has quickly built up a reputation andbecome a coffee brand most familiar to consumers both athome and abroad .-Within 10 years, Trung Nguyen has been a resurgence ofpowerful corporations.
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Chiến lược Marketing của cà phê Trung Nguyên (Tài liệu tiếng Anh)The strategies of Trung Nguyen coffee Lớp TD TB K Group:  D oan ́ Bi ̃ quôc nh ̀  Ta ̣Lý ̣ Thi  L ưu hit ́ ̣ t uyêt M ai 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-marketstrategies.- According to coordinate approaches tomarketing variables (marketing-mix). I. Introduction About Trung Nguyen coffee1/ Brief Introduction about Trung Nguyen coffee:- Launched in mid 1996-Trung Nguyen coffee is a fledglingbrand in Vietnam, but has quickly built up a reputation andbecome a coffee brand most familiar to consumers both athome and abroad .-Within 10 years, Trung Nguyen has been a resurgence ofpowerful corporations.I. Introduction About Trung Nguyen coffee Vision and missionVision : Become a group Mission: Buildingpromoting the rise of brands by bringingVietnams economy, coffee to enjoymaintaining the autonomy creative inspirationof national economic and and pride in theevoked, demonstrate a charming style Trungdesire to explore and Dai Nguyen VietnameseVietnamese conquest culture. I. Introduction About Trung Nguyen coffee 1. Offshore source of innovation 2. Development and brand protection 3. Take care consumers doValue core: 4. Build a successful partnership with 5.Strong human resource development 6. Basis of efficiency 7.Contribute to building communities of Fort I. Introduction About Trung Nguyen coffee 2. Development orientation. - Focusing the company grow from six members to 10 membercompanies in the coming time. -Objective to develop a network of domestic distributionchannels smoothly,including approximately 100 local distributorstop 64 cities by 2010 - The company is urgently preparing the route to the stockexchanges in Vietnam and Singapore. - Building a paradise in Buon Me Thuot coffee . II/ The strategies of Trung Nguyen coffee:1 / According to approach the product-market strategies. Approach the product-market Strategy Penetration Expansion Development Diversifying II/ The strategies of Trung Nguyen coffee:a) Market Penetration strategy:- Trung Nguyen has maintained the growth in strategic triangle’’.- Reduce management costs and inventory costs whilestill lack of capital. - Within five years, a small workshop in BuonMa Thuot, Trung Nguyen has a presence inevery country. II/ The strategies of Trung Nguyen coffee:b) Market Expansion strategy: - Trung Nguyen started to bring their brands into global marketstrategy franchise business in Singapore first time in 2000. - Until now, the Trung Nguyen brand has been in Japan,Thailand, Singapore, China… - Trung nguyen looking itsmarket share in 15 markets suchas Germany, Australia, Canada,Taiwan, Malaysia, the Philippines….. II/ The strategies of Trung Nguyen coffee:c) Product Development Strategy Investment Creation 1developing in depth Culi Robusta Creation 5 Creation 2 Culi Arabica Arabica, Robusta premium Creation Creative 3 Arabica Se Creative 4 Culi superior II/ The strategies of Trung Nguyen coffee:d) Diversification Strategy: - Trung Nguyen has researched and developed 30 types ofcoffee preparation is distinct flavor, making nine kinds of differentlevel of flavor for their products. II/ The strategies of Trung Nguyen coffee:2/ According to coordinate approaches to marketing variables (marketing-mix): Communications Strategy locomotor Strateg ...