1.1 The Company and Mission an Vission About Trung Nguyên Legend: -
Trung Nguyên Legend is a Vietnamese coffee company founded in 1996 by Đặng Lê Nguyên Vũ.
The company is the largest coffee producer and distributor in Vietnam, with over 5,000
employees and a network of over 10,000 retail outlets. Trung Nguyên Legend's products are sold
in over 60 countries around the world. -
Trung Nguyên Legend played a pivotal role in developing the Vietnamese coffee market and in
promoting Vietnamese coffee culture to the world. The company is known for its high-quality
coffee products, its strong brand image, and its extensive retail network. Trung Nguyên Legend
is also a pioneer in the production of weasel coffee, a type of coffee that is made from the beans
that have been eaten and partially digested by civets. -
In recent years, Trung Nguyên Legend has expanded its operations into other markets, including
China, the United States, and Europe. The company has also diversified its product offerings,
launching new coffee products and expanding into other beverage categories. Trung Nguyên
Legend is committed to becoming a global coffee leader and to inspiring the world with the spirit of Vietnam. Mission:
"ESTABLISH THE UNIFIED HUMANITY UNDER THE ENLIGHTENED LIFESTYLE'S VALUE SYSTEM FOR SUCCESS AND TRUE HAPPINESS" Vission:
“THE GREAT ORGANIZATION THROUGH SERVING HUMANITY”
1.2. The portfolio of the company (BCG MATRIX, Matrix Arthur D. Little) 2. EXTERNAL ANALYSIS
2.1 Macro-Environment (Vietnam) 2.1.1 PESTEL Political: -
There are no conflicts or violent incidents; the economy is steady. The investment environment
is opening up and becoming more conducive to corporate growth. -
Stable political environment with a growing middle class -
Government support for the coffee industry -
Increasing trade liberalization and integration into the global economy Economic: -
Strong economic growth with a rising disposable income -
Increasing urbanization and demand for convenience goods -
Growing demand for premium coffee products Social: -
Vietnamese people have a sipping-oriented coffee culture and do not consider it a quick drink.
They also prefer the coffee shop, which has an enjoyable atmosphere and comfortable seats to work or chat with friends. -
Growing trend of coffee consumption among young people Technological: -
There are various quick payment options available, including e-wallets and QR codes. -
Growing use of mobile technology for ordering and delivery -
Innovations in coffee production and processing Environmental: -
Increasing environmental concerns -
Government regulations on environmental protection -
Use environmentally friendly materials -
Pioneer in environmental protection activities Legal: -
Labor Laws: Trung Nguyen Legend must comply with Vietnamese labor laws, which cover issues
such as minimum wage, working hours, overtime pay, and employee benefits. -
Competition Laws: Vietnamese competition laws, which prohibit anti-competitive practices The
company must also ensure that its marketing and advertising activities are truthful and fair. -
Consumer Protection Laws: Trung Nguyen Legend must comply with Vietnamese consumer protection laws. -
Intellectual Property Laws: Trung Nguyen Legend must comply with Vietnamese intellectual
property laws, which protect trademarks, copyrights, and patents. -
Environmental Laws: Trung Nguyen Legend must comply with Vietnamese environmental laws,
which regulate air and water pollution, waste disposal, and the use of hazardous substances.
The company must also take steps to reduce its environmental impact. 2.2. Micro-Environment
2.2.1. COMPETITORS BENCHMARKING 1.
King Coffee must rely on the quality of its products to compensate for its
weaknesses in price and product variety. 2.
With an average score, Vinacafe forces itself to develop more in all aspects to be
able to survive in the market for a long time. 3.
Nestle is an extremely famous brand in the world for its product diversification
and suitability to consumer tastes. It quickly dominates the Vietnamese coffee
market, but in return the taste quality is not equal to other competitors. 4.
Overall, we can see that "Self" is almost on par with rival Nestle and far ahead of
the other 2 competitors. Although the score is not perfect, it is enough to make
customers satisfied and with the strength of quality, positioning and strong
marketing campaigns from which it is easy to develop, affirming the leading
position in the coffee market in different countries.
2.2.2. CUSTOMER ANALYSIS (Market Reports on the Internet) Source: -
https://trungnguyenlegend.com/trung-nguyen-la-thuong-hieu-ca-phe-duo c-chon-mua-nhieu- nhat/ -
https://www.brandsvietnam.com/1853-Tong-quan-thi-truong-ca-phe-V iet-Nam -
https://trungnguyenlegend.com/tam-nhin-su-mang-gia-tri-cot-loi/ -
https://trungnguyenlegend.com/lich-su-phat-trien/ - - Vietnam Labor Code 2012 - Law on Competition 2012 -
Law on Consumer Protection 2010 -
Law on Intellectual Property 2009 -
Law on Environmental Protection 2020