This document discusses Trung Nguyen Coffee Group. It provides information on the company, including its products, competitors, and a SWOT analysis. It identifies three gaps: variety of coffee and employee attitudes, poor service design, and roles of customers and employees. Recommendations are made to address each gap, such as developing loyalty programs, standardizing service design, improving branding, and focusing on recruitment, training, and management of employees.

1. TRUNG NGUYEN COFFEE
GROUP 6

2. MEMBER
• Pham Thi Thanh Huyen
• Cao Minh Quang
• Tran Xuan Thanh Truc
• Tran Duy Nhat Thanh Thu
• Saut Camille

3. CONTENT
• Company Information
• Swot Analysis
• Target Market
• 3 Gaps

4. Company information
• Products
Traditional Coffee
Europe Coffee
Instant Coffee and Filter Coffee
• Competitors
Highlands Coffee
Starbucks
Gloria Jeans

5. SWOTS ANALYSIS
Strengths
• Being a well-known brand
• Being protected by the state
Weaknesses
• Over-controlled franchise
system
• The continuous change of
employees
Threats
• Competitors update services
faster and have more
promotion
Opportunities
• Vietnam joined WTO
• Young people prefer
traditional coffee
 Trung Nguyen need to improve their service to keep their brand’s image

6. Target Market
• Office staff and businessman
• Decent income (over 5 millions VND/month)
• Their age is over 25
• Have the drinking coffee habit
• Active lifestyle and love traditional values

7. GAP 1
• The variety of coffee
• Many employees at each
franchise
• Serve iced-tea
• Smoking area
• Attractive activities
• Disappointed attitude
employees
• Disregard customer’s comment
• Not have detail promotion for
loyal customer

8. GAP 1
RECOMMENDATION
• Add more options to interact with customers
 Sugession box
 Email
 Hotline
• Collect information of customers and create member card
• Have more promotion for loyal customers
• Prepare plans to recovery their service as soon as possible
• Have a better training course for new staffs

9. GAP 2 - Poor Service Design
• PROBLEM : The service design in “real” Trung Nguyen
Coffee is good, but it is not in other franchises.
 Figure out the solutions for poor service design in the
out-of-control stores.

10. GAP 2 - Poor Service Design
SOLUTIONS
• Clearly design the service without
oversimplification, incompleteness, subjectivity,
and bias.
• Have a strong response as well as the MK
segment.
• Service blueprint.

11. GAP 2 - Poor Service Design

12. GAP 2 - Inappropriate Physical Evidence
The exterior design
• There is no cohesion in the exterior design of the
company.

13. Signage
• Does not develop a strong brand image compare to the
competitors.
• Doesn’t help to offer the same customer experience.
GAP 2 - Inappropriate Physical Evidence

14. GAP 2 - Inappropriate Physical Evidence
Interior Design
• Does not match every time to the target customer.
• Always have some place for chill out but not always a place
for working in small group.
Layout
• No rule through the company, sometimes it’s the command
and pay first and then sit down to a table and in other shop
it’s sit down first, command and pay when leaving.
Website
• Really poor international website.

15. GAP 3 - Customers’ roles
• Lack of employees on peak time or holidays.
• Potential customers are in middle age.
• The Staffs are not friendly.
• Having a smoking area.
Recommendation
• Put the name of the staffs on their uniform.
• Make a membership card for regular customers.
• Creating more products and extending the target customer.

16. • Recruitment
Recruit staff in the media, especially the social networking sites.
Two main methods
 Internal recruitment
External recruitment
GAP 3 – Employee Role

17. • Training
 Have to know the core values ​​of Trung Nguyen
 Apply separately for each position, department
Motion:
 Apply training methods in the workplace
 The job rotation is also a good way
GAP 3 – Employee Role

18. • Management and supervision
 Set rules and standards for personnel work clearly.
Establish a management team
Apply technology to manage
Create a good working environment for staff: open
library for staff
GAP 3 – Employee Role

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