Trung Nguyen in Hong Kong - Marketing Management

Date: 23th April, 2015

BUS2205 Marketing Management

Individual Written Assignment

Second Term - Section 6

Tables of Contents

Executive Summary

Situation Analysis

Marketing Focus

Marketing Program

1. Executive Summary

This marketing plan will illustrate our strategies on create and develop the brand Trung Nguyen in Hong Kong market for the coming five years.

Trung Nguyen is a Vietnamese business group founded by Dong Le Nguyen Vu at Buno Ma Thuot – the capital of Vietnam coffee in 1996. ^[1]The company engages in producing, processing and distribution of coffee. It occupied the largest share of Vietnam domestic coffee brand. Moreover, it also exports their product to more than 40 countries all over the world. Owning over 1,000 coffee shops in China, Germany, Japan, and Singapore etc. And now, they plan to raise their market share in Hong Kong.

The company tries to improve of lives of coffee growers and the community in the highlands. Furthermore, they seek to expand the best coffee from Vietnam to the world. The name of “The Starbucks of Asia” is gained due to the successful establishment of network crossing the Asia market.  And we believe that Trung Nguyen’s high quality and acceptable price proceed it on the way of succeed.

The company is the original pioneer of “Legend” - weasel coffee. Dislike any other process in the world, it contain a wide dimension of rich flavors and practically no bitterness! Elected by Asia-Pacific Economic Cooperation in 2006 as the And we believe that the succeed of Trung Nguyen’s high quality coffee could definitely help to expand its brand name in Hong Kong.

1. Situation Analysis

1. Industry Trends

Vietnam’s coffee production has increased dramatically since the 1980s. Between 1990 and 2013, production averaged 11.6 million bags compared to only 451,000 bags between 1980 and 1989. On the other hand, Vietnam is the top supplier of China’s coffee imports, which including Hong Kong, account for 86% of gross imports of green coffee. Generally, there is a steadily increase of consumption in China for the pass 8 years as shown as figure 1.

    [pic 1]

Figure 1 Coffee sector in China including hk (1998-2012)^[2]

1. Customer and competitor characteristics

Our customer target is university students (age17-23) and low-middle class. One of the HK culture is fast. The pace of Hong Kong people is relatively faster than other countries. Besides, even students face heavy workload. From time to time, consumers’ interest in coffee is rising in HK, even become a sign of international integration. Our target segment prefer low price with high quality beverage, as they don’t have high income. Also, they put convenient as one of the most important quartier when they shop.