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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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