The strategies of Trung Nguyen coffee
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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).
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 : Become a group
promoting the rise of

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 .
I. Introduction About Trung Nguyen coffee
II/ The strategies of Trung Nguyen coffee:
Approach the product-market
Approach the product-market
Strategy
Penetration Expansion Development Diversifying
1 / According to approach the product-market strategies.
II/ The strategies of Trung Nguyen coffee:
a) Market Penetration strategy:
- 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.
- Trung Nguyen has maintained the growth in "strategic triangle’’.