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1. UNIVERSITY OF ECONOMICS HO CHI MINH CITY
FACULTY OF BUSINESS MANAGEMENT
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SPEAKING TOPIC 1: COMPANY AND SALES
TRUNG NGUYEN
GROUP 1:
HCMC,21/09/2015

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I.OPENING
I. Introducing Yourself
Good afternoon, everybody. Let me introduce myself; my name is Sy, member of group 1. On
behafl of the group 1 may I welcome you to our speaking.
And now, here’s our presenter:
II. Introducing The Topic
Today we are here to present to you about company and sales of Trung Nguyen company.
III. Introducing The Structure
Our presentation is divided into three main sections.
Firstly, Background.
Secondly, Organizational.
Thirdly, Product.
And finally, Product Strategy of Trung Nguyen company.
There will be time for questions at the end of the presentation.

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II.CONTENT
On 06.16.1996, Dang Le Nguyen Vu established Trung Nguyen coffee company in Buon
Ma Thuot - Vietnam's coffee capital. The first little capital was an odd bike, but with the
confidence and strong will of youth and the great desire, Dang Le Nguyen Vu and colleagues
have build a famous brand of coffee, put Vietnam coffee flavor pervade the world.
Today, we are very glad to tell you about the features of Trung Nguyen company. The
content includes Background, Organizational, Product and Marketing.
1. Background
In just 10 years , from a small coffee company located between the capital Buon Ma Thuot,
Trung Nguyen coffee was rising into a strong group with 6 member companies : Trung Nguyen
incorporated company , Trung Nguyen instant coffee share company, Trung Nguyen coffee
limited liability company, a commercial joint stock company and G7 service and Vietnam
Global Gateway joint venture ( VGG ) with main industries include : production , processing
and trading of tea , coffee ; franchise and distribution services , modern retail
On 08/20/1998 go down in history as the Trung Nguyen coffee shops opened at 587
Nguyen Kiem ( Phu Nhuan ) to form a coffee service free for 10 days . And that was a historic
breakthrough with the people of Saigon when you first have a free coffee shop . A man around
60 years old drank and said : "I drink coffee in Saigon to each age but this is the first time the
coffee was not paid ."
The difference of Trung Nguyen for all coffee shops in that time was to help clients see
the " substance " of coffee , show characteristic differences between Arabica and Robusta
coffee, between Robusta CULI and Se coffee , Weasel coffee ..
In 2000, with the first brand franchise in VN , Trung Nguyen quickly headed into the
center position of HCMC, HN capital, etc. And so far has been more than 2,000 shops spread
throughout the country . Following the success , Trung Nguyen became the first VN brand
franchises abroad in Japan, Singapore, and continues to expand into ASEAN, Dubai, American,
Shanghai, etc. with commitment to quality coffee delicious and unique by the experts with
passionate and knowledgeable about coffee preparation. TN continue to assert its own identity
by investing and developing in depth to the TN coffee become the creative space , space coffee
culture
In 2003, Trung Nguyen born G7 instant coffee and G7 exports to developing countries
In 2008, Trung Nguyen coffee village was born and dubbed the biggest cafe all over the
world. It attracts millions of visitors each year, making fascinating coffee destinations, the most
interesting for those who love coffee and explore coffee culture in the Buon Me Thuot coffee
capital.

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2. ORGANIZATIONAL:
With Trung Nguyen, chart of organization is divided into three rank :
The first, the leader is CEO.
The second, are some division managers, including Human Resources Manager, Marketing
and Sales Manager of Local, Marketing and Sales Manager of Internation, Financial Manager.
And the last one, junior to Human Resources Manager consists of Administration Department
and HR Dep’t. Junior to Marketing and Sales Manager of Local have Marketing Dep’t and
Sales Dep’t. Next, Marketing and Sales Manager of Internation only controls Marketing and
Sales Dep’t. Last, Financial Manager controls Accounting Dep’t, Financial Dep’t and
Logistics.
In addition, also have a lot of manufactory system.
Trung Nguyen now has nearly 2000 employees working for the company. It also indirectly
created jobs for more than 1500 employees across the system 1000 franchised cafes in the
country.
The management team of the Trung Nguyen are mostly young people, were trained with the
consultants who have experience working in foreign corporations. They are enthusiastic and
dynamic people.
3. PRODUCT:
A. Legendee
Legendee : The Legend of the Weasel
One of the world's most famous coffees, the Legendee is a unique enzymatically-treated
coffee that releases flavors often bound in the beans and not released under ordinary
processing.
The "Legend" has to do with stories about natives who drank a brew from washed coffee
beans that had been partly digested by small furry animals that don't really have a counterpart
in the Western world (a civet more than a "weasel"). The "real" civet coffee (called Kopi
Luwak in Indonesia) is incredibly rich, mellow and chocolaty.
Trung Nguyen was the original pioneer of this process and it has not been duplicated by any
other coffee maker. The process produces a coffee unlike any other in the world, with a wide
range of rich flavors and virtually no bitterness.
B. G7
Hello everybody Next, i will be presented to the G7 coffee product
G7 stands for "Group of industrial Countries" including 7 national development in the world:
the US, Britain, France, Japan, Canada, Germany, Italy. G7 is the convergence both the best,
most especially of the world. Coffee is collected from sanctifying the best materials, modern
production technology level in the world combined with the secrets of the mysterious Orient
preparation. Modern technology and the only process that produces G7 is capable of

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extracting unique elements laays only essence in each county only to get their coffee soluble
coffee product with different flavor, dense and full of charm. It's the special thing was making
a difference for G7 instant coffee without 1 instant coffee products on the market can be.
G7 is the only instant coffee service selected national leaders at ASEM 5. Suitable taking ice.
Here, you ... will introduce the next product of us.
C. Passiona
Nowadays, women play an important part in modern society. They hold the senior position in
workplace and they always demand to have a better life. Besides this, today more and more
women like coffee which is the product for men. However, coffee has some harmful effects
that is not good for their health, they don’t usually drink it. Known that, Trung Nguyen- a
famous business processing coffee in Vietnam decided to produce a kind of coffee only for
women.
Naturally low- caffeine, Passiona is really suitable for women. Trung Nguyen has have a
special product which has a stunningly rich and nutty, chocolaty taste that warms the palette
and ends on a sweet note, with light elements of fruit. It's a great coffee and it's superb iced as
well.
Besides, a few of people know that the name “ Passiona” is from the word “ passion” in
English. Moreover, Passiona (P-S-A) means “ Passion- Smart- Ambitious”. All talk about the
character of modern women.
D. Gourmet Blend
The trademark Trung Nguyen Gourmet Blend in the decorative box is an inexpensive
introduction to the world of TN blended coffees. It is often the first TN coffee that people try,
since it is the house coffee for the TN coffeeshops throughout Vietnam, and the most common
coffee exported by TN.
It is a careful blend of 4 varieties (Arabica, Robusta, Chari (aka Excelsa), and Catimor) that
are grown under Trung Nguyen direction in ideal environments across the Buon Me Thuot
Highlands. The blend is incredibly fragrant and it fills the room with scents of spice,
chocolates and fruit, and it's a great coffee that should be brewed at 1 tablespoon per cup to
preserve its fine balance.
Makes an incredible cup of coffee in the single-cup Vietnamese filters and in a French Press,
but we have also had great success with any drip coffeemaker that takes a medium or coarse
grind, percolators and office-style coffee machines (Bunn, etc.) In drip machines or
percolators, just be sure to use about 20% less than you would with most other coffees,
because this formula, as with most TN coffees, is very dense and flavorful and will brew more
coffee per tablespoon than most other brands.

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4. PRODUCT STRATEGY
1. Product Segmentation
Trung Nguyen provides their customers both consumer and industrial products. It means the
customers have various choices to use their products as convenience ones as well as factor for
conducting businesses.
To meet the demands of enjoying coffee of different groups of customer, Trung Nguyen has
created the variety in product range, which has been separately illustrated in 3 product segments:
- General segment includes 3 product lines:
o Type 1: Brown - Vitality
o Type 2: I - Desire
o Type 3: S - Conquest
- Middle segment incudes product lines: Passiona, Creative, Gourmet Blent, House Blend,
Coffee Phin, Seeds Roaster ...
- Premium segment includes Weasel, Diamond Collection, Legendee, Classic Blend…
2. Product Diversification Strategy
a. Product mix depth
“Creative” is typical product line associated with Trung Nguyen Brand. After being accepted by
the market, Trung Nguyen quickly caught the customers’ taste, invested developing in depth,
which created an innovative product line of coffee consists of five categories and classified
according to the materials and styles of enjoying coffee.
- TRUNG NGUYEN CREATIVE 1 coffee is made from premium Robusta beans, producing a
coffee with a subtle aroma and bittersweet taste.
- Light and flavorful, TRUNG NGUYEN CREATIVE 2 coffee is a skillful blend of Arabica
and Robusta beans.
- Pure Arabica beans give TRUNG NGUYEN CREATIVE 3 coffee a strong aroma and
smooth mouthful with a refined touch of acidity.
- Strongest among the CREATIVE variants, TRUNG NGUYEN CREATIVE 4 coffee is made
from the ingenious blending of four coffee bean types – Arabica, Robusta, Excelsa and Catimor.
- Produced from the choicest Arabica beans, TRUNG NGUYEN CREATIVE 5 coffee has a
fine and delicate taste.
- TRUNG NGUYEN CREATIVE 8 is produced by an enzyme treatment process developed
exclusively by Trung Nguyen that mimics the changes produced in the coffee beans by the
civetcat. It is a coffee every bit as distinctive and good as the genuine civet coffee – rich, mellow
and chocolaty.

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b. Product mix length strategy
During the rash of the success of Trung Nguyen coffee’s brand seemed already "saturated" with
public, suddenly in November 2003, Trung Nguyen released the product of “G7 instant coffee”.
This officially declared the war with Nestcafe who was gainning over 50% of soluble coffee
market with the motto “beating the foreign tycoons in Vietnam before reaching to the world."
Inevitably, Trung Nguyen had changed the soluble coffee market share in a short time. Nestcafe’s
market share reduced to 45%, G7 gained 21%, and the rest belonged to other brands. This is the
new-product development strategy of Trung Nguyen at the top of his form.
c. Product mix width
Basing on the Vietnamese cultural identity fundamental, Trung Nguyen has given the customers
very different feel ways to enjoy coffee that they had never known before. Trung Nguyen has
researched and developed 30 kinds of coffee preparation with distinct flavors, creating 9 different
flavor levels for their products. With his efforts, Trung Nguyen has introduced premium coffee
products as: “Weasel”, a kind of world's most expensive coffee, and also the world's most rare-for
export to developed countries. Also, G7 instant coffee products have been carefully invested from
the branding, packaging, promotion system... with ambitions to conquer the 7 developed countries
markets.
III.CLOSING

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As you all know, launched in 1996, Trung Nguyen was a fledgling coffee brand in Vietnam , but
has quickly built up a reputation and become the most familiar coffee brand to consumers both at
home and abroad.
That’s all our speech.
THANK YOU FOR LISTENING!