University of finance – marketing faculty of marketing international marketing final exam assignment
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Direct competitor Major competitors that compete directly in coffee powder are ILLY Coffee (11,090 won), Kirkland signature coffee (17,590 won), Mcnulty Korea (11,900 won). Indirect competitors Major instant coffee brands such as French Cafe, Maxim and Nescafe are substitutes. Indirect competition to Trung Nguyen's innovative filter coffee products. Other beverage stores and brands with products such as tea, soft drinks, and energy drinks containing caffeine are also indirect competitors of Trung Nguyen. Publics In Korea, Vietnam's G7 cafe is as famous as a famous coffee brand in Korea, Maxim. With a culture of product loyalty and high ethnocentrism, Trung Nguyen has impressed Koreans. with the previous G7 is a great advantage for Trung Nguyen's "Sáng tạo" filter coffee line that will continue to be popular with Koreans. Besides, the trend of Koreans preferring to drink strong coffee like now is favorable for Trung Nguyen "Sáng tạo" filter coffee, which already has this feature to conquer them. From that, it can be seen that the exclusion ability of Koreans for Trung Nguyen filter coffee is very low. 10 Customers In general, Korea's GDP per capita has decreased slightly as people tend to save more due to political issues in 2016 (Economics of Trade, 2016). However, Korea's middle class still makes up more than 65% of the population (The Hankyoreh 2015) and Korea's coffee consumption ranks sixth in the world (Hankyung 2016). These phenomena imply a change in customer behavior in Korea. It is not the price but the value that is important to customers when entering a cafe (Jang 2012). In fact, Shugan (1984) suggested that customers often use the price of the product to judge the quality of the product. Therefore, Trung Nguyen should focus on balancing the value offered and an affordable price. tải về 1.47 Mb. Chia sẻ với bạn bè của bạn:
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