Study On The Development Strategy Of Vietnam Trung Nguyen Coffee Brand

As the first of the world’s three major beverage crop, coffee is world agriculture main exporting commodity. Vietnam owns hundreds-year-coffee history, with the exports value has accounted10%to Vietnam Agriculture GDP,and coffee is the main agricultural exporting products of Vietnam. Coffee industry development has been making great contribution to the growth of Vietnam economy. Nowadays, Vietnam has become the second coffee exporter in the world after Brazil,exports volume has accounted30%to the total volume of world coffee exports, while its value has only contributed10%to the total amount of global coffee exports value,90%of Vietnam coffee exporting product is unbranded Green coffee beans. In contemporary market competition,market competition has been moving to "brand competition" stage,"Brand building" and "Brand strategy"are the magic weapons for anyenterprise to reach success. However, facing unprecedented competitive pressure, the brands need to be protected and maintained."Brand maintenance" is one of the most important parts of "Brand strategy". Being the most famous coffee brand of Vietnam, TRUNG NGUYEN COFFEE development has been effectively motivating Vietnam coffee industry development.Study on Trung Nguyen coffee Brand Maintenance strategy is helpful to maintain its domestic market share and further steadily conquer oversea markets, has important meaning to develop Vietnam’s coffee industrysustainably and reveal other enterprises of building brand.Based on theory and practice combination, this study adapted literature review, data processing, case study and SWOT analyzing method.Firstly, the brief of brand and coffee brand related literature reviews, the basic conceptions of brand maintenance strategy, and the study case of Starbucks coffee brand strategygive the theoretical foundation for the whole study. In the third chapter, this study used data collection to analyze the status of Vietnam coffee market and Vietnam TRUNG NGUYEN COFFEE brand maintenance strategies, including brand market positioning, product strategy, price strategy, marketing channel structure and marketing communications mix strategy. In the next part, by TRUNG NGUYEN COFFEE brand’s SWOT analysis, aimed at finding the solution to TRUNG NGUYEN COFFEE brand maintenance strategies implementation problems, the writer gave some recommendations to promote TRUNG NGUYEN COFFEE brand, including SO, WO, ST, WT strategy recommendations. SO strategy recommended the implementation of market segmentation, with the focus on expending their share in domestic market, steadily conquer oversea markets; WO strategy recommended to change the segmented pricing, adapt uniform price in Trung Nguyen franchise system, strengthen the management of distribution channel members, invest in human resource; ST strategy recommended to implement product differentiation, diverse integrated marketing communications channels, adapt Showroom marketing strategy; WT strategy recommended to strengthen combination between company and farmer, expand retail channels.