A Study On The Operation Strategy Of Trung Nguyen Coffee In Chinese Market

Coffee is a kind of thorough marrow of culture in Vietnam, like tea in China. Vietnam is a major exporter of coffee. Trung Nguyen coffee is the largest brand of coffee in Vietnam, during the past20years-form the Trung Nguyen coffee’s creation to the continuous development, The Trung Nguyen coffee rely on its own brand advantages, products are exported to all over the world. China and Vietnam are neighbors, and China has become the Trung Nguyen coffee’s target market because of the China’s powerful market and purchasing power. However, over the years, China’s huge market has attracted many foreign brands of coffee, So, how the Trung Nguyen coffee to maintain a strong competitive in the market, it requires the Trung Nguyen’s formulation and implementation is suitable for China’s business strategy, and fully evaluate the risks.This essay uses the theory of enterprise business strategy as the foundation, using the PEST analysis method to analyze the macro management environment of The Trung Nguyen coffee. After fully understand its macro environment, the author will use the SWOT analysis method to further analyze the advantages and disadvantages of The Trung Nguyen coffee and the external threats and Opportunity that The Trung Nguyen faced with. Then, Find out the business strategy that suitable for China. At last, this essay will evaluate the risk of management strategy of the Trung Nguyen coffee that implemented in China, to make sure that the management strategy could be implemented well in China.The innovation point of this essay is as fellow:First, this essay combines the PEST analysis method and the SWOT analysis method which analyzes the current situation of the Trung Nguyen Coffee from the macroscopic and microscopic two aspects, and this way made the analysis more comprehensive. Second, this essay takes risk assessment for the business strategy’s implementation to ensure the business strategy can be implemented. In this essay, the author designs the Trung Nguyen coffee’s target market strategy, price strategy, brand promotion strategy, management perfection and optimized service strategy through the research of enterprise management strategy and the application of business strategy analysis, and then takes risk assessment for the Trung Nguyen coffee’s business strategy’s implementation in China. The research results of this essay will have some enlightenment and significance for the macroscopic strategy of the Vietnamese government and the export strategy of the Vietnamese government.