DOI: 10.5176/2251-2039_IE1211
Authors: Nhinh Thi Tran and Guan Jyh Liang
Abstract: Vietnam is an agricultural country, specializing in exporting coffee, pepper, rice, etc. Vietnam was a country ranked second about the export of coffee on the world and major export was Robusta coffee. In Vietnam, there are many famous coffee brands such as: Vinacafe, Coffee moment, Trung Nguyen coffee, and other retail coffee brands. Among them Trung Nguyen coffee was the most famous brands and the largest exporter in Viet Nam coffee industry. Trung Nguyen's success will not only bring benefits for himself, but also plays the role as impetus coffee industry in Vietnam and a gateway to economic globalization. Through literature review, secondary data analysis integrated approach to information gathering. Then, using logic and analysis methods for systems of each group of information, which is convenient for data analysis and comparison. This paper explores the business strategy and marketing tactics of Trung Nguyen in newly industrialized economies. This research also proposes a novel approach to strategy formulation, which utilizes the theory of competitive advantage of enterprises, SWOT analysis, and marketing mix. The case study of Trung Nguyen coffee illustrates the applicability of the proposed approach in systematic competitive analysis and strategy formulation of Trung Nguyen coffee. The strategic planning put forward not only provides practical reference for systematic operation of related units, but also inspires a new research model and direction of study for coffee industry development in Vietnam
Keywords: Business strategy, SWOT, Trung Nguyen, Marketing mix, coffee, Vietnam, franchise
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