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2/Cach approach:
- According to approach the product-market strategies. - According to coordinate approaches to marketing variables (marketing-mix).
Vision : Become a group promoting the rise of Vietnam's economy, maintaining the autonomy of national economic and evoked, demonstrate a desire to explore and Dai Vietnamese conquest
Mission: Building brands by bringing coffee to enjoy creative inspiration and pride in the charming style Trung Nguyen Vietnamese culture.
Value core:
Strategy
Penetration
Expansion
Development
Diversifying
Creation 1
Culi Robusta
Creation 5
Culi Arabica premium
Creation 2
Creation
Arabica, Robusta
Creative 3 Creative 4
Culi superior Arabica Se
Strategy Strategy
Pricing
Product
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.
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.
- Outstanding, the first Vietnam business implementation of the "franchise", this strategy has a strong promoting effect.
III / Conclusion
LOGO