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- 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-market
strategies.
- According to coordinate approaches to
marketing variables (marketing-mix).
- I. Introduction About Trung Nguyen coffee
1/ Brief Introduction about Trung Nguyen coffee:
- Launched in mid 1996-Trung Nguyen coffee is a fledgling
brand in Vietnam, but has quickly built up a reputation and
become a coffee brand most familiar to consumers both at
home and abroad .
-Within 10 years, Trung Nguyen has been a resurgence of
powerful corporations.
- I. Introduction About Trung Nguyen coffee
Vision and
mission
Vision : Become a group Mission: Building
promoting the rise of brands by bringing
Vietnam's economy, coffee to enjoy
maintaining the autonomy creative inspiration
of national economic and and pride in the
evoked, demonstrate a charming style Trung
desire to explore and Dai Nguyen Vietnamese
Vietnamese conquest culture.
- I. Introduction About Trung Nguyen coffee
1. Offshore source of innovation
2. Development and brand protection
3. Take care consumers do
Value 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 member
companies in the coming time.
-Objective to develop a network of domestic distribution
channels smoothly,including approximately 100 local distributors
top 64 cities by 2010
- The company is urgently preparing the route to the stock
exchanges 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 while
still lack of capital.
- Within five years, a small workshop in Buon
Ma Thuot, Trung Nguyen has a presence in
every country.
- II/ The strategies of Trung Nguyen coffee:
b) Market Expansion strategy:
- Trung Nguyen started to bring their brands into global market
strategy franchise business in Singapore first time in 2000.
- Until now, the Trung Nguyen brand has been in Japan,
Thailand, Singapore, China…
- Trung nguyen looking its
market share in 15 markets such
as Germany, Australia, Canada,
Taiwan, Malaysia, the Philippines
…..
- II/ The strategies of Trung Nguyen coffee:
c) Product Development Strategy
Investment Creation 1
developing 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 of
coffee preparation is distinct flavor, making nine kinds of different
level 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
Strategy Distribution
Strategy Pricing
Strategy
Product
- II/ The strategies of Trung Nguyen coffee:
a) Product Strategy:
In 2003, Trung Nguyen launched soluble coffee products G7,
officially declared war, "his big" are war nestcafe than 50% market
share of soluble coffee with the motto "to defeat the foreign
university in Vietnam before the gender "
- II/ The strategies of Trung Nguyen coffee:
b) Pricing strategy
- Trung Nguyen in Japan fixed price per Trung Nguyen coffee
higher than Starbucks, and 50% higher than 25% compared to the
local others.
- For the domestic market prices of raw products varied in
accordance with various objects to enjoy coffee.
- II/ The strategies of Trung Nguyen coffee:
c) Distribution Strategy:
- In 2006, Trung Nguyen has released 500 "mini supermarket"
G7-Mart G7mart distribution system was built based on human
resources, financial resources.
- The brand value of Trung Nguyen Coffee Company and 70
distribution centers across the country contributing to the
distribution system's powerful Trung Nguyen coffee.
- II/ The strategies of Trung Nguyen coffee:
c) Distribution Strategy:
- Distribution System and powerful, and growing with mini
supermarkets G7 Mart is investing extensively, chain store
franchise in the country and abroad.
- II/ The strategies of Trung Nguyen coffee:
d. Communications locomotor Strategy:
- We can say the success of Cafe Trung Nguyen is due to a large
part of "the media, fans.
- Trung Nguyen blew soul into their
logo and slogan, the enhancement of
national pride in each product.
- Outstanding, the first Vietnam
business implementation of the
"franchise", this strategy has a strong
promoting effect.
- Trung Nguyen
“Venue of people who love and passion COFFEE”
- III / Conclusion
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