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Trung Nguyen Coffee

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Trong Hieu Nguyen

on 29 December 2013

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Transcript of Trung Nguyen Coffee

'Take Trung Nguyen To American Market'
Trong Hieu Nguyen
The Marketing Environment and Competitors Analysis
Market Research
Marketing Mix
Goal
Marketing Strategy
Group 3 - QTKD 19C
Brief History
Mr. Dang Le Nguyen Vu
Products

SWOT ANALYSIS
PEST ANALYSIS
FIVE FORCES ANALYSIS
Avg. 3.2 cup per day
Coffee Market of $18 billion
46% US workers say they are less productive without coffee
Political Environment
50 States, different laws
Instability
The law favors Big Corporations' benefits
Economic Environment
Biggest Economy ~ $16 trillion(2012)
Crisis caused by Housing Market
Public Debt
Foreign Trade
Technology Environment
Leading the world
Social Environment
317 million people
Entrants
Suppliers
Rivalry
Substitutes
Buyers
Italy, German, Brazil, Israel...
Tea
Tea bag
Cacao
Quality, Brand, Quick
Products
Slogan
True Coffee, True Taste
“Their level of coffee appreciation is probably not high yet,
but we’ll work on that.” Dang Le Nguyen Vu.
Package
Fun corner
Price
Low Price
High Price
High Quality
Low Quality
Price Strategy
= 150% x
= 80%x
Place
Promotion
Distributors (Rice Field Corporation)
Supermarkets
Online stores
Coffee Shops
Going to open in Seattle
Franchise
www.trungnguyen.com.vn
www.trungnguyen.com
www.legendeecoffee.com
Advertising
Public Relations
War with the
giant
“Starbucks no longer has the personality it had when it first started. That regime will soon end. We are trying to be the one who replaces them.”
Chicago, 2013
TVC
Davids vs Goliath
Full transcript