A strategic marketing proposal for Trung Nguyen Coffee Company to regain its leading position and market dominance in Vietnam.

Essay by tuphohueUniversity, Bachelor's July 2006

download word file, 1 pages 3.0

1 Short - term

First, they need to have a clear vision, solve the internal issues and get some cash in order to make sure that they are strong as a company and ready to compete internationally before going ahead with their expansion project.

They should work on the management issues to create a good atmosphere where employees are happy to work in.

They also need to make sure that their coffee shops offer a diversified menu, provide their customers with quality food, excellent service and bar cleanliness. Trung Nguyen should always listen to their customers and try to follow the new trends on the market in order to fully satisfy their customers.

They definitely need to move on and develop new products that customers want in order to increase their financial performance and value.

2 Long - term

They should think about opening new stores abroad. To make customers aware and educate them about the great new coffee items, Trung Nguyen could do some advertising by comparing their new items with other restaurants and make brochures available to customers in outlets.

While they start attacking those new markets, they should keep in mind to focus locally even though they go international in order to overcome certain barriers such as language, law and a good understanding of needs. Targeting new countries usually work better if you adapt to the local market. Therefore, Trung Nguyen should have their coffee shops operated by local business-people who truly understand the local market

They also have to follow the trend to satisfy their changing needs by coming up with new items regularly.

While growing their business oversea, Trung Nguyen still need to concern about the domestic market. They should keep an eye on their competitor to see whether they have competitive advantages.

Finally, always beware of new technology should be adopted in order to improve their product and compete effectively.