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Swot Analysis Of Trung Nguyen

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Executive Summary

Trung Nguyen Coffee Company will get benefit if we use market entry strategies to the United States. The research suggest that Trung Nguyen Company to join retailer Costco in the US. Besides, Trung Nguyen should do franchising business model in the US to compete with distributors.

Types of Trung Nguyen’s products:
• G7 3 in 1 instant coffee: coffee served with non-dairy creamer and sugar.
• G7 2 in 1 instant coffee: coffee and sugar
• G7 instant black coffee: coffee served without milk or cream
• G7 instant Cappuccino

SWOT analysis of the company:
• Strength: high quality coffee, good brand, and good franchising model, cheap labor cost
• Weakness: weak in managing process
• Opportunity: Trung Nguyen is still the best coffee …show more content…

The brand name is difficult to pronounce:

Joining to the US market is a bold and ambitious decision of Trung Nguyen Coffee. The company will get profits if we sell products. People cannot maintain their daily spending habits. The changes easily make people accept to new and unfamiliar brands, such as Trung Nguyen. Therefore, Trung Nguyen has many potential to develop in the US.
However, Trung Nguyen has to face with challenges such as brand name. “Trung Nguyen” is a Vietnamese name that is difficult for Americans to pronounce and memorize. Therefore, we need to spend time to choose an international brand name for Trung Nguyen and its products before joining to the US market.

2. Drinking coffee culture in the US

According to a research, the US is known as the top purchasers of coffee in the world. Seattle city is the coffee capital of the world. In the US, we can see many food trucks serve types of coffee. The US culture is different from Vietnam culture, Americans are always busy with their work. Even in the weekend, Americans are busy with housework, shopping, or preparing projects for the next week… Therefore, Americans like to drink tasty coffee without waiting. What they need is cheap coffee but still has the taste of coffee. They don’t have patience to make a regular coffee. It takes time for Trung Nguyen to adapt to American’s coffee

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