Bài thuyết trình nhóm: Chiến lược Marketing Mix của Cà phê Trung Nguyên

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The strategies of Trung Nguyen coffee




Lớp KTDTB
Group:
̃
 Doan quôc  ́
̀
Binh
 Ta Thi  Lý
̣ ̣
 Lưu thi  ̣
tuyêt Maí
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
­ With all that has been done, Trung Nguyen 
coffee has contributed to the relay saturated the 
coffee farmers hard Vietnam's wings are far more, 
to conquer the world market with flavor bearing 
the charming and cultural identity of peoples. 
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