Kết nối nghiên cứu với thực tiễn
cho một nền NÔNG NGHIỆP tăng trưởng toàn diện
A story of a coffee entrepreneur
27 | 11 | 2007
After starting life as a four-man organisation, the company has grown into a global giant by creating and then nurturing its brand name. As Vietnam’s internationally recognised coffee brand name, Trung Nguyen’s business savvy could offer a few lessons to fledgling Vietnamese coffee companies.


In the mid-1990s, Dang Le Nguyen Vu, a young entrepreneur from Dak Lak Province, began to dream of a Vietnamese coffee brand that would compete with Starbucks. Vu's dreams began small at a coffee roasting house in Buon Ma Thuot City operated by only four people.

Now Trung Nguyen is a HCM City-based company with 600 employees and 400 franchises in 61 cities and provinces. The brand's products, recognised internationally as representing Vietnamese coffee, are sold in 40 countries, including the United States, Japan, Singapore and Thailand. Trung Nguyen's success has hinged on the company's ability to create and protect its brand name, which is an aptitude many Vietnamese companies have yet to master.

Nguyen Ngoc Binh, assistant to Trung Nguyen Co Ltd's managing board, said a coffee company needs three things to thrive: high quality products, a strong brand name and a solid distribution system. "Coffee producers have to put advertising and marketing as their top priorities," Binh said, adding that Starbucks spends about dong 479.5 billion (US$30 million) yearly on advertising.

Nguyen Xuan Thai, director of Thang Loi Coffee Co., said the company tries to distinguish its products by buying raw Arabica coffee beans exclusively from the highland area of Dak Glay in Kon Tum Province. The company has partnered with Mitsubishi Corp to distribute its coffee beans.

Some Vietnamese coffee companies have been unable to establish strong marketing teams with excel-lent language skills and an under-standing of foreigners' taste, another manager said. Binh added that many Vietnamese companies cannot afford the high costs of advertising.

Van Thanh Huy, chair of Vietnam Coffee and Cacao Association (Vicofa), said companies must understand the difference between establishing a brand name and simply naming their products.

Source: Intellasia.net
Các Tin Khác
Bản tin thực phẩm tuần từ 21/04 - 26/04/08
24 | 04 | 2008
Công Ty Cổ Phần Kỹ Nghệ Thực Phẩm Việt Nam (VIFON)
26 | 11 | 2007
Diễn đàn Kinh tế "Thực trạng an toàn vệ sinh thực phẩm và biện pháp quản lý"
25 | 11 | 2007
IMF lạc quan về tăng trưởng của Việt Nam
24 | 11 | 2007
Japanese businesses keen on investment in Ha Noi
24 | 11 | 2007
Kinh tế Việt Nam tăng trưởng nhờ xuất khẩu, đầu tư và tiêu dùng tư nhân
23 | 11 | 2007
Công ty Cổ Phần Thực Phẩm Dinh Dưỡng Đài Hoa (Sepal)
23 | 11 | 2007
Xuất khẩu nông sản: Phải vận hành bằng tư duy hội nhập
23 | 11 | 2007
Người bán, người mua đều uể oải
23 | 11 | 2007
Agriculture restructuring scores a success
23 | 11 | 2007
Tin Liên Quan
A story of a coffee entrepreneur
11/27/2007 12:00:00 AM
Mía đường Lam Sơn chuẩn bị lên sàn
12/31/2007 12:00:00 AM
Nestle Viet Nam trains coffee farmers
9/24/2007 12:00:00 AM
Singapore-based Olam to invest US$45m coffee processing plant
10/12/2007 12:00:00 AM
Vietnam coffee harvest resumed
11/30/2007 12:00:00 AM
Coffee prices perk up
8/25/2007 12:00:00 AM
Vietnam coffee intelligence issued on 06/5/2011
5/11/2011 12:00:00 AM
New coffee quality standards postponed
11/12/2007 12:00:00 AM
Vietnam coffee intelligence issued on 15/4/2011
4/26/2011 12:00:00 AM
Vietnam coffee intelligence issued on 20/5/2011
5/27/2011 12:00:00 AM
Báo cáo phân tích thị trường
  • Phân bón
  • Thủy sản
  • Cao su
  • Sắn
  • Điều
  • Sữa
  • Gỗ
  • Thịt & thực phẩm
  • Hồ tiêu
  • Thức ăn CN
  • Lúa gạo
  • Thuốc trừ sâu
  • Mía đường
  • Thương mại
  • Cà phê
  • Nông thôn
  • Nông nghiệp
Đặt mua báo cáo
012.88.256.256




Chọn báo cáo
Huỷ
Viện Chính sách và Chiến lược Phát triển Nông nghiệp Nông thôn
Trung tâm Thông tin Phát triển Nông nghiệp Nông thôn
Số 16 Thụy Khuê - Tây Hồ - Hà Nội
Tel: 0246.2938632/ 0243.9725154
Fax: 0243.9726949
Email: info@agro.gov.vn
©2009 Trung tâm Thông tin PTNNNT. Giấy phép số 287/GP-BC do Cục báo chí - Bộ văn hoá cấp ngày 05-07-2007