Marketing Analysis of a Vietnamese coffee company - Trung Nguyen Legend

Thi Thanh Huyen Do

Bachelor's thesis

Abstract:

This bachelor thesis is focused on marketing analysis, particularly the strategies and the directions implemented by Trung Nguyen Legend Group. The primary purpose of this thesis is to demonstrate the internal and external environment as well as the key factors that affect the marketing strategies of Trung Nguyen.In the theoretical section, the study will give an overview of marketing and explain individual marketing concepts. Moreover, the term “strategic management” will be clarified and the importance of identifying the characteristics of marketing in the coffee market.In the opening of the practical section, there will be a summary of Trung Nguyen Legend and its history of development. Furthermore, this thesis will concentrate on the internal and external environment of Trung Nguyen by analysing the marketing mix 7P, Porter’s Five Forces and PEST using all the information collected. Subsequently, SWOT analysis will be used to identify the strengths, weaknesses, opportunities and threats of Trung Nguyen.In the last section, a survey will be carried out to research the knowledge of the customers about Trung Nguyen and their consumption behaviour to coffee products. Data collected will be analysed and some recommendations will be proposed to develop and expand the influence of Trung Nguyen coffee and Vietnamese coffee to the foreign market.

Keywords

marketing analysis, coffee, Trung Nguyen, Vietnam, customer, strategies

Language used: English

Date on which the thesis was submitted / produced: 23. 3. 2020

Thesis defence

• Supervisor: Ing. Richard Selby, Ph.D.

Czech University of Life Sciences Prague

Faculty of Economics and Management

Bachelor programme / field:
Economics and Management / Economics and Management