University of finance – marketing faculty of marketing international marketing final exam assignment


Figure 7.2 Illustration of a coffee filter paper



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Figure 7.2 Illustration of a coffee filter paper ......................................................................... 19
 
Figure 7.3 Illustration for the zip lock of the coffee bag ........................................................ 19
 
Figure 7.4 Diagram of Trung Nguyen's distribution channel system in Korea ................... 22
 
Figure 7.5 Promotional coffee filter included ......................................................................... 25
 
LIST OF TABLES:
Table 4.1 SWOT Analysis of Trung Nguyen in the Korean market. .................................... 11
 
Table 7.1 Price list of “Sáng Tạo” filter coffee products in the Korean market ................. 21
 
Table 7.2 Timeline of Marketing Program in the first year .................................................. 26
 
Table 10.1 Expense Budget for the first year .......................................................................... 31
 
Table 10.2 Break-even analysis ................................................................................................ 32
 
Table 10.3 Sales forecast (sales) for the first 5 years .............................................................. 32
 
 



 
Executive Summary
Trung Nguyen is a famous coffee brand in Vietnam, impressing many customers here with its rich, 
diverse taste and affordable price. Korea is a potential destination for Trung Nguyen due to its 
supportive macroeconomics and also the emerging coffee market. 
There are some potential segments in Korea for Trung Nguyen, ranging from teenagers to adults and 
seniors. Among these segments, the most relevant and suitable segments for Trung Nguyen are young 
adults and adults in the middle class. As Trung Nguyen is a new entrant, it is recommended for them 
to target these segments in specific cities.
The coffee market of Korea is recorded to be one of the most intense markets in the world. Since it is 
a fertile market, the level of competition in the industry is also very high. As Korean consumers tend 
to have a positive attitude towards Vietnamese products and are curious about the culture, Trung 
Nguyen is suggested to adopt the foreign positioning strategy. The needs of the target segments of 
Trung Nguyen are recorded to be similar to those in Vietnam. Therefore, Trung Nguyen can maintain 
its positioning strategy and statement. 
However, when entering the Korean market, despite having many competitive advantages, Trung 
Nguyen also encountered many barriers in language, literature,... In order to fit in the Korean culture, 
help the Koreans know and understand well the real filter coffee, there are some adjustments in the 
marketing mix - 4Ps strategies that Trung Nguyen should consider. 

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