Trung Nguyen Swot Analysis

Trung Nguyen is known as the Vietnam’s most successful coffee company, introducing modern coffee franchise to the country in the late nineties, with an astounding 1000 cafes across Vietnam today. They are an international company with a clear mission: to couple sustainable coffee production with creative new products and flavor. The leadership of Dang Le Nguyen Vu, the distinct styled “king of coffee” passionately promotes coffee as fuel for a knowledge economy, energy for the brain and a drink “without borders”. Unique and inspiring, Trung Nguyen takes a truly Vietnamese approach to coffee, even boasting their own “Trung Nguyen coffee village” amongst their plantation and research facilities in the Vietnamese highlands. However, Trung Nguyen has also faced challenges in business operation and new marketing strategy and how to overcome them. Therefore, the purpose of this study is to conduct a research about Trung Nguyen coffee group to analysis

Then, the first coffeehouse in Hanoi opened in the year 2000, by which time 100 outlets had already been built up.

In 2001, Trung Nguyen declared the new slogan “Explore creative inspiration”, Trung Nguyen won the consumers’ admire over the country for its extraordinary coffee that had been extracted from the finest quality coffee beans, utilizing propelled innovation and one of a kind imitable oriental recipes, and mixed with an intense passion for coffee.

On November 23, 2003, G7 instant coffee was presented in the “G7 instant coffee festival” at Thong Nhat Palace which pulled a huge number of participants. The highlight of the festival was the blind test asking participants to pick out the best instant coffee between G7 and a world’s leading brand of instant coffee. In the end, G7 won with 89 per cent of