MARKETING PLAN FOR TRUNG NGUYEN LEGEND TRUNG NGUYEN OFFICE

MINISTRY OF FINANCIAL UNIVERSIY OF FINANCE – MARKETINGMODULE: MARKETING SERVICE ASSIGNMENT: FINAL EXAMINATION CODE: 211170208601 MARKETING PLAN FOR TRUNG NGUYEN LEGEND TRUNG NGUYEN OFFIC

MINISTRY OF FINANCIAL UNIVERSIY OF FINANCE – MARKETING

MODULE: MARKETING SERVICE ASSIGNMENT: FINAL EXAMINATION

CODE: 211170208601

MARKETING PLAN FOR TRUNG NGUYEN LEGEND

TRUNG NGUYEN OFFICE

HO CHI MINH CITY, 2022

MINISTRY OF FINANCIAL UNIVERSIY OF FINANCE – MARKETING

MODULE: MARKETING SERVICE ASSIGNMENT: FINAL EXAMINATION

CODE: 211170208601

MARKETING PLAN FOR TRUNG NGUYEN LEGEND

TRUNG NGUYEN OFFICE

TABLE OF CONTENTS

CATALOG OF PICTURE 3

CATALOG OF TABLE 3

SECTION 1: INTRODUCTION 1

1.1 The reason for choosing the topic 1

1.2 Overview of Trung Nguyen Legend Corporation 1

1.3 Overview of Trung Nguyen Office 1

SECTION 2: SITUATION, MARKET & COMPETITORS ANALYSIS 3

2.1 Current market situation 3

2.2 Competitors 3

2.2.1 Direct Opponent 3

2.2.2 Potential Competitors 3

2.3 Environment Macros 4

2.3.1 Economic environment 4

2.3.2 Political and legal environment 4

2.3.3 Socio – cultural environment 4

2.3.4 Science and technology environment 5

2 4 SWOT 5

SECTION 3: TARGET CUSTOMERS ANALYSIS & POSITIONING STRATEGY 6

3.1 Targeting 6

3.2 Positioning 6

SECTION 4: ANALYSE THE MARKETING – MIX STRATEGIES (7PS) 8

4.1 Product 8

4.1.1 About the product 8

4.1.2 Core product 8

4.1.3 Supplementary Services 8

4.2 Price 9

4.2.1 Value – based pricing 9

4.2.2 Cost – based pricing strategy 9

4.2.3 Combo pricing 10

4.3 Place 11

4.3.1 Channel of Trung Nguyen Office 11

4.3.2 Flow model of distribution to service 11

4.4 Promotion 12

4.4.1 Advertising 12

4.4.2 Public Relations 13

4.4.3 Promotion 13

4.5 Process 14

4.6 People 18

4.6.1 Human resource organization model 18

4.6.2 The human factor determines service quality 18

4.7 Physical Evidence 19

4.7.1 External environment 19

4.7.2 Internal factors 21

SECTION 5: CONCLUSION 23

ACTION PLAN 24

CONTROL 26

APPENDIX 30

STUDENT PERFORMANCE REVIEW 32

PLAGIARISM CHECK 33

TIEU LUAN MOI download : skknchat123@gmail.com

CATALOG OF P

Picture 1 1 Logo design by the team 2

YPicture 3 1 Positioning map 8

YPicture 4 1 Flowchart 14

Picture 4 2 Blueprint 17

Picture 4 3 Human resource organization model at Trung Nguyen Office 18

Picture 4 4 Illustration about external design 19

Picture 4 5 Logo designed by team 20

Picture 4 6 Illustration about parking lot 20

Picture 4 7 Uniform of Trung Nguyen 22Y Picture 5 1 Timeline 25

CATALOG OF TABLE

Table 4 2 Rental rates 12

Table 4 3 Duties of the job 18Y Table 5 1 Control 26

SECTION 1: INTRODUCTION 1.1The reason for choosing the topic

The Vietnamese coffee business has changed dramatically since the emergence of the COVID-19 epidemic Many shops have had to close their doors, while others have

adjusted their business methods and remodeled More new coffee shops, brands, and

models will enter the food and beverage (F&B) sector beginning in 2021

Recently, the co-working space model has also started blowing a new wind in the

beverage market Consumers are so accustomed to working online that they prefer to work in stores with quiet spaces rather than at companies Recognizing the market trend, our team has suggested Trung Nguyen Office, a new coffee model for Trung Nguyen Legend Customers who use the service can rent a workspace (office) by the day, week,

or month, as well as receive discounts on cake and drink bundles at the shop

1.2 Overview of Trung Nguyen Legend Corporation

Trung Nguyen Group mainly operates in the fields of: production, processing, coffeetrading and coffee franchise Currently, Trung Nguyen coffee is one of the leadingfamous brands in Vietnam, receiving the trust of many domestic and foreign customers

Targeting: Become a “Great Organization” by serving the human community.

Mission: Building a unified human community according to a value system of mindful

living that leads to real success and happiness

1.3 Overview of Trung Nguyen Office

Trung Nguyen Office belongs to Trung Nguyen Legend - The leading corporation in the coffee industry with more than 23 years of experience, will own available advantages from space design, interior layout, to supply chain, training, Information technology, coffee expertise and especially dedication to customers, always listening and bringing great

experiences… This makes Trung Nguyen Office confident not only in developing the right position Its difference is "New generation office coffee", but also ensures the operation of the service during its operation

Trung Nguyen Office was launched with a business model integrating many spaces in a certain area With the strength of coffee, a drink that brings alertness to working people, especially for office workers, this has great potential Taking advantage of that, combined with a quiet but equally modern working space, Trung Nguyen Office was born, promising

to bring a professional, convenient and comfortable working space for customers

Picture 1 1 Logo design by the team

SECTION 2: SITUATION, MARKET &

COMPETITORS ANALYSIS 2.1 Current market situation

The Covid-19 epidemic has a significant impact on our lives, lifestyles, and especially the way we work from 2021 to 2022 Businesses have the opportunity to experiment with many various

working methods during the period of social separation and to partially understand the strengths of firms each way The office market in Vietnam is growing and changing, and there are more and more varieties of smart workplaces It's impossible not to mention the Coworking Space workplace paradigm in this context Because of its simplicity, flexibility, and strong community, this model has been used by many large and small businesses.

2.2 Competitors

2.2.1 Direct Opponent

Trung Nguyen Office must understand not only itself but also its competitors in order

to remain in this intensely competitive market

Highland Coffee, Starbucks, and The Coffee House are direct competitors of Trung

Nguyen Office in the Vietnamese coffee shop chain industry

Highlands Coffee's: main business plan is to open stores in office buildings

(achieving Grade A) This is because Highlands Coffee caters to middle-class clients, office workers, and young people Highlands Coffee now has over 336 locations Highland Coffee's revenue reached about VND 2,200 billion in 2019 and nearly VND 2,140 billion in 2020, significantly outstripping and more than

doubling the total earnings of its competitors

Starbucks: The Starbucks chain's income in 2019 exceeded VND 780 billion, up

more than 32% from the previous year due to rapid system expansion This figure places the world-famous coffee chain behind Highlands Coffee, The Coffee House,

in the category of chains with the highest income

The Coffee House: The Coffee House has grown to become Vietnam's second

largest coffee chain following numerous expansions and capital increases (after Highlands Coffee) This chain's revenue in 2019 was VND 863 billion, up nearly 30% from the previous year The Coffee House, on the other hand, had the greatest loss in the leadership group, with a loss of more than VND 80 billion Among coffee chains, it has the largest gross profit margin The main reason for this chain'sloss is high selling costs

2.2.2 Potential Competitors

Kai Coffee: is a privately owned coffee business that first opened in 2015 and now has five

locations With a large amount of open space and a variety of locations dedicated

to various interests There are peaceful places among trees, spacious meeting tables, and even an outside area It attracts a huge number of clients, particularly office employees, for these reasons.

Box 24h: has a large, airy, and energizing space The restaurant has a peaceful

space, which makes it ideal for working Customers that use the service here don't have to worry about working hours because the business is open 24 hours a day, seven days a week

2.3 Environment Macros

2.3.1 Economic environment

The fourth quarter of 2021 is expected to expand by 5.22 percent over the same period last year, which is higher than the growth rate of 4.61 percent in 2020 but lower than the growth rate of the fourth quarter of 2011-2019 In the fourth quarter of 2021, GDP

increased by 3.86 percent over the same period the previous year; accumulated assets climbed by 3.37 percent; exports of goods and services increased by 14.28 percent;

imports of goods and services increased by 11.36 percent

(Source:

https://www.gso.gov.vn/du-lieu-va-so-lieu-thong-ke/2021/12/bao-cao-tinh-hinh-kinh-te-xa-hoi-quy-iv-va-nam-2021/)

The COVID-19 outbreak will continue to develop in a difficult manner across the country

in 2022, according to the outlook for the service industry Localities have implemented thesmallest zoning, fully handled outbreaks, and at the same time, Vietnam's vaccination rate has also reached a low level, thanks to a safe adaption strategy to economic development

As a result, business activity in service industries are expected to rise significantly in comparison to 2021

(Source:http://thitruongnongsan.gov.vn/vn/tID24992_Chinh-sach-nganh-hang-ca-phe-.html )

2.3.2 Political and legal environment

The government has backed the coffee sector between 2020 and 2030:

Ministry of Agriculture and Rural Development's project for sustainable coffee

development till 2020 (August 1, 2014)

Coffee replanting project in the Central Highlands, 2014-2020 - Ministry of Agriculture and Rural Development (October 21, 2014)

The Ministry of Agriculture and Rural Development has authorized the re-economic cultivation's and technical standards (Decision 340/QD-BNN-TT dated February 23, 2013)

2.3.3 Socio – cultural environment

A survey by IAM on coffee habits found that 65 percent of Vietnamese drink coffeeseven times a week, with men accounting for 59 percent of the total Coffee is apopular drink in Vietnam, and many Vietnamese people prefer it

(Source:post726431.html)

https://zingnews.vn/ca-phe-cach-tan-tien-phong-dap-ung-thi-hieu-nguoi-dung-Office: When Vietnamese people think of offices, they think of restraint, discipline, rules, and so on Following the Covid era, a survey was done with the help of ADP, a survey business Two-thirds of the 33,000 people who took part in the survey said they would consider looking for a new job if they were forced to return to work full-time

unnecessarily Recognizing this, Trung Nguyen offers an Office model that both meets a suitable working environment and produces a comfortable area, boosting creativity in order

to provide the best possible client experience

2.3.4 Science and technology environment

The coffee industry's commercial activities have been directly impacted by the rapid

growth of technology The equipment and machinery sector is extremely diversified, andthe introduction of new technologies poses a challenge to existing items As a result,

Trung Nguyen's push on technological innovation is constant

Trung Nguyen chooses the most convenient, pleasant, and ideal desks, chairs, and

products with the most advanced technology for his workplace design to provide the

finest experience for his customers

disturbed by noisePrivate space for meetings with all necessary equipmentFull range of stationery tools

W (Weaknesses)

The price is quite high, so the customer file is limited

The office coffee model can only

be concentrated in big cities, difficult to distribute widely

Few strong competitors in the

new Co-working model Own media through solid

televisionLaws and regulations of the state

T (Threats)

As a new model, it takes time to

change customer perception Need a large amount of capital

and long-term

that help facilitate businessThe trend of people after the

Covid epidemic will not want

to work directly at the office but want to work online at another location

Strong coffee industry competitors

SECTION 3: TARGET CUSTOMERS ANALYSIS &

POSITIONING STRATEGY 3.1 Targeting

The following is a portrait of Trung Nguyen Office's target customers:

Table 3 1 Target customer of Trung Nguyen Office

Gender: both male and femaleAge: 25-40 years old

worker, freelancerIncome: 8-20 million (average high)

Densely populated place: City Ho Chi

High financial autonomyHigh demand for service

Targeting customers who like quiet,

private space to work

2-4 times/week

Describe the target market

Customers that Trung Nguyen Office targets are people aged 25-40 regardless of age,

concentrated mainly in big cities, where the population density is high and the economy is developing They may be fresh graduates, office workers, freelancers, so the

affordability is high on average, the demand for office coffee services is also high

Besides, to help the company's services achieve higher efficiency, the team also cares

about the customer's personality, which is quiet, comfortable to work effectively

⇒ Properly analyzing the market for office coffee services, the company will more effectivelyallocate resources, focus efforts in the right places, thereby being able to meet the highest needs of customers, increasing customer satisfaction competitiveness of enterprises in the beverage industry market

3.2 Positioning

Trung Nguyên Office - where different ideas are born.

When it comes to Trung Nguyen Office, customers will think of a space for creativity, where

invisible products are created by human intelligence In addition, Trung Nguyen Office brings

awakening and creative energy, promoting passions and aspirations so that each

individual can achieve success and happiness

Picture 3 1 Positioning map

Looking at the positioning map, we can see that Trung Nguyen Legend has a high price with good service quality, targeting customers with high average income

With an average price, Box 24h has moderate service quality because it is a private

business, so it has not really focused on service Same price range, but the service quality

of Highlands and Phuc Long is somewhat better than The Coffee House and Kai Coffee Inthe higher price range, Trung Nguyen and Starbucks compete fiercely in terms of service quality, customer satisfaction, not merely product quality

Of all Trung Nguyen's competitors, only Phuc Long has developed the e-office model but has not really developed it The spirit of service is always the guideline for all activities of Trung Nguyen and we look forward to giving our customers great experiences at Trung Nguyen Office

SECTION 4: ANALYSE THE MARKETING – MIX

STRATEGIES (7PS) 4.1 Product

4.1.1 About the product

Do you need to rent a comfortable and modern meeting room, located in the central areas and still

be able to enjoy the excellent Energy Coffee of Trung Nguyen Legend? Want to enjoy the full product package with a private workspace all day long? With a specialized, quiet area with an open, modern design, and many comfortable and private working corners, fully equipped with office equipment, wifi, electricity, water, air conditioning co-model working of Trung Nguyen Office offers a variety of workspace solutions, suitable for many different needs, industries and customers, meeting the needs of customers.

All information about office services will be continuously updated on the website, page

so that customers can easily grasp the current information and incentives In addition, customers can contact via call center, email address for inquiries

Hotline: 1900 6011

Email : cs@trungnguyenlegend.com

Order Taking

Customers can check office availability and book in advance through Trung Nguyen

Legend's website or page When coming to Trung Nguyen Office, just give information to the store staff, order and pay at the counter, customers will be directed to the office and then the staff will bring water and food In each office, there will be a service call bell, when customers need something, just press the bell to call support staff

Bill

Customers will receive an invoice immediately after payment to create the most

convenience and accuracy for customers The invoice has full information about the date and time of the invoice, the name of the cashier, the product price, the check-in time, the check-out time and some other relevant information

Payment

There are two forms of payment: cash or bank card when customers want to pay at Trung Nguyen Office In addition, customers can also use e-wallets such as momo, shopee pay, zalo pay, or vouchers, coupons to receive more incentives when paying at the store on an advanced technology platform can save more time.

4.1.3.2 Enhancing Services

Safekeeping

In each office, there will be shelves for customers' personal items, equipped with locked file cabinets to protect customers' important documents Each office will have an internal lock, an external lock, both ensuring a private space for customers as well as ensuring safety for customers, helping customers feel more secure when using the office

Consultation

Staff will advise on office service packages when ordering to have the package that bestsuits the needs of customers There will be staff on duty to guide customers to use servicessuch as printers, projector screens, etc

Hospitality

In each office, there will be small candy jars to energize customers There is a display area for books, newspapers and magazines for customers to relax after stressful working hours.There are always staff on duty at the counter, ready to assist when customers need it

Exceptions

The customer's requirements will be met by the staff within the allowable limits of the store

Errors in the service process will be immediately resolved by the store manager to give customers the most comfortable feeling when using Trung Nguyen Legend's services.

4.2 Price

4.2.1 Value – based pricing

Trung Nguyen Office distinguishes itself from its competitors by offering a unique Office model with a unique coffee drink Trung Nguyen has a value-based pricing strategy; the company develops a completely client-centric model, with all innovation and additional features based on customer requirements Trung Nguyen uses a price-on-value strategy to maximize profits for the company, based on the greatest coffee brand in Vietnam and its new business model

4.2.2 Cost – based pricing strategy

the same time, it reduces the cost of production each product, allowing customers to

purchase high-quality goods at a low cost

In addition to input materials and production costs, the price of the product also depends on service

costs such as using seats and some other costs related to the operation of Trung Nguyen Office

coffee shop: cost fixed costs, direct costs, labor costs, plus costs, other costs,

Expected price = Cost per unit of product + Expected profit 4.2.3 Combo pricing

Table 4 1 For the E – Office model Trung Nguyen Office offers

· 4 hours of using · 12 hours of office · 12 hours of office · 12 hours of office

· 1 drink in the · 1 dish of any · 1 dish of any drink in· 1 dish of any drink

· 1 dish in the · 1 dish in the group · 1 dish in the groupgroup of of “Nutritional energy” of “Nutritional

Free Additional Services

· Note paper (first 5 sheets are free) · Note paper (first 10 · Paper notes (free)

· Paper/printer (first 5 sheets free) sheets are free) Paper/printer (free)

10 sheets free)

· Water

Private Services Add High Personality

· Writing board (freefor groups of 4 or

more)

· Free 4 hours when renting a meeting room (1 use)

· 15% discount when

renting a meeting room

· 15% off when ordering more water and cake during use

Table 4 2 Rental rates

(5 - 7 People) (10 - 20 People)

Clients that can stick around for a long time are Trung Nguyen's target market, thus there

is a noticeable price difference between two sets of customers with 4-hour, 1-day packagesand 1-week and 1-month packages

4.3 Place

4.3.1 Channel of Trung Nguyen Office

Customers may enjoy the highest quality of products and services that Trung Nguyen

stores have to offer by using a direct sales distribution channel approach that eliminates

intermediaries Clients will be able to enjoy not only drinks or cuisine, but also the

experience of space, restaurant layout, and staff communication attitude toward customers, according to the brand

4.3.2 Flow model of distribution to service Information and promotion flow

Mainly advertise on Trung Nguyen's official website, Trung Nguyen Fanpage, advertise

on delivery intermediary applications to bring information about products, promotions,

Customers who want to enjoy Trung Nguyen's products and services in person must first queue to place an order Customer payments and orders are virtually always processed at the same time After that, the cashier will send an invoice with your order number on it When you're done, the waiter will bring you some water.

Product flow

Trung Nguyen cooperates with intermediary delivery applications such as Grab, Baemin, Now

to bring products and drinks to consumers when consumers cannot come to use them directly at the store Besides intermediary delivery applications, Trung Nguyen's stores only sell directly at the shop because they cannot store and transport drinks to agents or retailers.

"Customer goes to service organization" is the service delivery option chosen by Trung

Nguyen Office to serve clients Trung Nguyen Office wishes and encourages consumers tovisit their store chain since only then will they be able to feel and experience the highest level of service and attitude from the employees, as well as the equipment and space that Trung Nguyen wishes to provide When customers come to rent a desk, for example, Trung Nguyen will provide them with complimentary paper, pens, and other office

supplies, giving them the sensation of being in a genuine office Such circumstances

demonstrate that adopting Trung Nguyen Office's aforementioned distribution plan is suitable, because if you choose another alternative, the goods may reach customers via a shipping intermediary, but the experience and evaluation customer service quality will not

be as maximum as the company longs wanted

4.4 Promotion

To reach the target customers, the team proposes to use a pull strategy using

communication tools

4.4.1 Advertising Continue to use mainly digital marketing means

Facebook: Trung Nguyen Legend's fanpage with nearly 240,000 followers, 230,000 likes, this is a useful tool to be able to post interesting and interesting posts about the restaurant space, promotions, articles about Launching new promotions, or greetings on special

occasions, of Trung Nguyen Office These articles will be posted in prime time frames suitable for the office world, attracting them with useful articles

Website: Develop more on the company's Website Here will provide customers with a lot of information about the store (address, prices, ) as well as continuously update

ongoing promotions, number of rooms available, that helps Customers understand and grasp information more easily

Tiktok: The tiktok platform is being widely covered and has a certain level of influence

Therefore, the group will focus on promoting the brand through this platform Hire influential

KOLs and influencers to record clips of Trung Nguyen Office service experiences and are

within the range of students, office workers, etc., so that they can be widely introduced to the target customer file of the service offered.

Using banner

To inform more widely, the team proposes to use banners throughout Trung Nguyen

Legend's branches with the content of announcing the new model Trung Nguyen Office has just launched with many incentives

Build relationships with key journalists, news agencies so that they can report good

news about businesses, especially Trung Nguyen Office model

Actively participate in volunteer programs against the Covid-19 epidemic, helping people

in difficult circumstances to build a beautiful image in the eyes of customers

4.4.3 Promotion Launching 10% Discount Card

Customers who buy the Monthly Package will immediately receive a 10% Discount Card for the entire menu of drinks and cakes at the store registered to use Trung Nguyen

Legend service

o Please give the Card to the cashier before paying

o The card is valid for the duration of the service pack's validity Unlimited number of

times

o Not applicable to brewed coffee products & cups, vases and gifts o Not valid in conjunction with other promotions

o If the card is lost, it will not be reissued Please keep your card carefully Any

claim related to card loss will not be resolved in any way