Introducing Trung Nguyen coffe - Tài liệu tham khảo | Đại học Hoa Sen

1.Introducing Trung Nguyen coffee
1.1 Overview of Trung Nguyen coffee
Born in the middle of 1996 - Trung Nguyen is a relatively new coffee brand for
Vietnam, but has quickly built up a reputation and become the most familiar coffee brand
for consumers both domestically and internationally foreign.
In just 10 years, from a small coffee company located in the middle of the coffee
capital Buon Ma Thuot, Trung Nguyen has risen to become a powerful corporation with 6
member companies: Trung Nguyen Joint Stock Company, the company. Trung Nguyen
Instant Coffee Joint Stock Company, Trung Nguyen Coffee Company Limited, G7
Trading and Service Joint Stock Company and Vietnam Global Gateway Joint Venture
Company (VGG) with main industries including: production, processing processing and
trading tea and coffee; franchise and modern distribution and retail services. In the future,
Trung Nguyen Group will develop with 10 member companies, dealing in a variety of industries.
Trung Nguyen is the first enterprise in applying the franchise business model in
Vietnam. Currently, Trung Nguyen has a network of nearly 1000 franchised cafes across
the country and 8 overseas such as: USA , Japan, Singapore, Thailand, China, Cambodia,
Poland, Ukraine. Trung Nguyen coffee products and G7 instant coffee have been
exported to 43 countries around the world with key markets such as the US and China.
Besides, Trung Nguyen has also built a system of more than 1000 convenience stores and
G7 Mart distribution centers nationwide. 1.2 Development history
 1996: On June 16, 1996, Chairman Dang Le Nguyen Vu established Trung
Nguyen in Buon Ma Thuot - the coffee capital of Vietnam.
 1998: The establishment of the first coffee shop in Ho Chi Minh City was the first
step for the establishment of Trung Nguyen restaurant system in the provinces of Vietnam
and countries around the world.
 2003: G7 instant coffee product was born with the event "G7 Instant Coffee
Festival" at Thong Nhat Palace on November 23, 2003 which attracted thousands of participants.
 2010: Trung Nguyen coffee products are exported to more than 60 countries and
territories around the globe, typically the US, Canada, Russia, UK, Germany, Japan, China, Asean, etc.
 2012: The most favorite coffee brand among Vietnamese consumers. Trung
Nguyen Coffee is the No. 1 Brand in Vietnam with the largest number of coffee consumers.
 2013: G7 celebrates its 10th anniversary, marking 3 years of leading the market
share and being the most popular.
 2016: Celebrating 20 years of Service Journey. Launched space Trung Nguyen
Legend Cafe – The Energy Coffee That Changes Life, becoming the largest coffee shop chain in Southeast Asia.
 2017: Trung Nguyen Legend officially opened a representative office in Shanghai
(China), one of the world's leading commercial and financial centers. Launching E-
Coffee Model: Specialty – Specialty Coffee System, Energy Coffee – Life Changing Coffee.
 2018: Inaugurated the World Coffee Museum at the "Global Coffee Capital" Buon
Ma Thuot. Launched a set of energy coffee masterpieces Trung Nguyen Legend and Trung Nguyen Legend Capsule. 1.3 SWOT analysis Strengths
Trung Nguyen has a great advantage in terms of raw materials for coffee production
because Vietnam is the second largest coffee exporter in the world. Having the home field
advantage, taking advantage of the national spirit and cultural factors, strongly hitting the
consumer mentality "Vietnamese people use Vietnamese goods". Modern technology,
special extraction know-how. Trung Nguyen's coffee products are highly appreciated by
consumers. In particular, the G7 coffee brand has been evaluated as having high quality,
unique flavor, which no other coffee can have. Trung Nguyen has a wide distribution
network with more than 1,000 stores across the country. Trung Nguyen brand is also
present in famous commercial and office buildings, increasing brand recognition. Trung
Nguyen has a lot of potential to exploit the market and export coffee to foreign markets. Weaknesses
Trung Nguyen's G7 coffee brand chooses Starbucks or Nescafe as competitors,
which is a battle without numbers. Trung Nguyen Group does not have much experience
in cooperating with foreign partners. As a result, distribution channels may not be well
managed. The franchise system is massive and inconsistent. Change the system with
signs, colors, packaging continuously. Constantly changing personnel. There are many
ambitions and projects at the same time. Opportunities
Vietnam has joined the WTO, so Trung Nguyen coffee will become more and
more famous, not only in Vietnam but also in the worldwide market. In recent modern
life, instant coffee has become a familiar product, consumed daily by everyone, because
drinking coffee has become a habit of many people. Therefore, the estimated revenue of
G7 instant coffee will tend to increase in the near future. With the brand advantage, Trung
Nguyen may have the ability and opportunity to attract more capital, strengthen
cooperation with countries in Asia, especially Japan and China. Has a special taste,
cheaper than other countries, easy to prepare. Threats
Vietnam's economy has always grown economically and is often accompanied by
inflation. Therefore, Trung Nguyen can hardly have options to adjust prices, as well as
control the source of raw materials needed to produce coffee. Currently, on the
Vietnamese market, there are many substitutes for instant coffee such as canned coffee or
coffee at coffee shops. The development of foreign beverage brands makes Trung
Nguyen's market share constantly threatened. Product innovation, adding new flavors,
and launching product lines to diversify markets are still a challenge for Trung Nguyen. 1.4 Products
Trung Nguyen is one of the largest coffee brands in Vietnam with a wide range of
products from coffee beans, roasted coffee, instant coffee to the most premium coffees.
With typical flavor Trung Nguyen conquers the taste of users. Therefore, Trung Nguyen's
products are gradually being preferred by many customers.
Trung Nguyen Roasted Coffee
Including many lines such as Trung Cao coffee line; Universal line; Coffee Capsule line (tablet form). Product's name Trung Cao coffee line: Filter Coffee 1, 2, 3, 4, 5
Trung Cao coffee line: Creativity coffee 1, 2, 3, 4, 5, 8 Popular coffee line: Roasted coffee with the letter I
(Aspiration to start a business), S
(Conquer success), Brown (Great vitality). Coffee Trung Nguyen Capsule Series (Tablets)
Bảng: Trung Nguyen Roasted Coffee
Trung Nguyen instant coffee
With roasting and processing technology in Buon Ma Thuot and a control center in
Germany - Only Trung Nguyen possesses the dual technology of Europe and Trung
Nguyen's inimitable know-how to create an instant coffee. The fragrant, delicious G7 has
overwhelming quality of the world's leading coffee from Switzerland with a G7 rate of 89%. Product's name G7 3in1 instant coffee Coffee G7 Pasiona 4in1 Coffee G7 Cappuccino G7 Coffee 2in1 Men G7 2in1 Coffee Iced Black G7 White coffee
Bảng: Trung Nguyen instant coffee
Trung Nguyen coffee beans
Currently, Trung Nguyen has many delicious nuts such as Success 8, espresso seeds; Success 3,…
Hình : Trung Nguyen coffee beans
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