A Study On The Marketing Strategy Of Trung Nguyen Coffee In China

Vietnam is the world’s second-largest coffee exporter. One of the biggest coffeebrands in Vietnam is Trung Nguyen coffee. Trung Nguyen is gradually expanding itsinvestment in deep processing. Its products are sold to domestic and oversea markets.One of its target oversea markets is China. China is Vietnam’s neighbor country; thereforethe transportation costs of export cargoes rfom Vietnam to China are very low. China is ahuge market with great purchasing power. That is reason why Trung Nguyen regardsChina as a potential export market. Hence, an appropriate marketing strategy is veryessential to the success of Trung Nguyen’s business in China market.This study was based on STP theory, marketing mix theory, international marketingtheory. Atfer having discussed Trung Nguyen’s marketing situation in China market, thestudy issued some advices about marketing strategy in China. This study consisted of ifvechapters. The main contents included literature review, Trung Nguyen company briefintroduction, secondary data analysis and marketing strategy proposal issuing. The studyfocused on analyzing the strength, the weakness, the opportunity and threatens of TrungNguyen in China market in order to give relevant marketing strategy by using4Psmarketing mix method.Finally, this study offered some relevant suggestions based on the research such asmarket segmentation, target market collection, market positioning and4Ps marketing mixconclusions etc. In addition, the study has also summarized Trung Nguyen marketstrategy implementation. The marketing strategy has been issued in this study probablywould be able to help Trung Nguyen and other Vietnamese coffee companies successfullyenter Chinese market, and improve their competitiveness as well. The results of thisresearch have certain reference meaning for Vietnamese Government’s macroeconomicdecision-making and for Vietnamese enterprises international marketing strategy creatingand implementing. However, due to the cultural difference between China and Vietnam,the practicality and effectiveness of the coffee marketing strategy research issued by thisstudy need to be verified by long time practice.