Tập đoàn Trung Nguyên là một doanh nghiệp hoạt động trong các lĩnh vực: sản xuất, chế biến, kinh doanh cà phê; nhượng quyền thương hiệu; dịch vụ phân phối, bán lẻ hiện đại và du lịch. Cà phê Trung Nguyên là một trong những thương hiệu nổi tiếng hàng đầu tại Việt Nam và đang có mặt tại hơn 60 quốc gia trên thế giới.
Trang 1Trung Nguyên coffee company is leading in Viet Nam with 13,265,826,449 cups of coffee are consumed in 2013.
1. Formation
The first, Trung Nguyên coffee company was founded in Buôn Ma Thuột by Đặng Lê Nguyên Vũ on 16/6/1996 With the first numbers cap is old bike pluswith confidence and strong will of the youth with the desire to build a famous coffee brand, put Vietnam coffee flavor pervades the world The first store was opened in Ho Chi Minh city with the slogan Connect and develop coffee enthusiasts worldwide
Trung Nguyen Group is a business operating in the fields of manufacturing, processing and trading of coffee; franchise; distribution services, modern retail and tourism Trung Nguyen Coffee is one of the top famous brand in Vietnam and is available in more than
60 countries around the world
2. Developments
a. Secret, technology
To create cups of delicous coffee,Trung Nguyen explored , studied basalt soil and
Robusta coffee in Buon Ma Thuat The success of G7 was the quintessential combination , selected from the best material ,extracted from quintessential coffee beans , combined with the most modern technology and mysterious secret of the East Trung Nguyen created the perfect of coffee concentrate , charming , distint from other types of coffee The factors that make a cup of delicous coffee Trung Nguyen :
+ Modern of technology: Trung Nguyen is transfer modern and environmentally friendly technology by the top groups in the world Therefore, Trung Nguyen ensure to retain the flavor of essence coffee in each product that any coffee group in the world can be
+ Secret can’t be copied : mix rare herbal ingredients , special energy from gemstorms and special supplements in the roasting process
+ Passion: Everything is a process of exploration , creativity meticulous in each stage of coffee experts- who are really indulge and loved coffee
+ Staff: Trung Nguyen has creative, loyal , enthusiastic staves to create the best products for consumers
The combination of all of factors created a wonderful product coffee of Trung Nguyen
b. The products of Trung Nguyen coffee
Trang 2• High-class coffee:Weasel and Legendee Trung Nguyen coffee.Weasel
coffee,Kopi luwak, widely noted as the most expensive coffee in the world, is coffee made from the beans of coffee berries which have been eaten by the Asian Palm Civet
Trung Nguyên's Legendee brand coffee is a simulated kopi luwak product, which uses synthetic enzymes to mimic the civet's gastric acid, producing effects on flavour similar
to actual kopi luwak, and reducing the need to rely on the civet, which is now endangered
in Vietnam due to excessive hunting
• Common types of coffee:
G7 instant coffee: G7 3in1, G7 2in1, G7 Strong X2, Pure Black, Cappuccino, Passiona,
White Coffee.In 2003, Launched G7 instant coffee,includes products:
G7 3in 1: Trung Nguyen commissioned a state-of-the-art Italian-built facility in Buon Me
Thuot to process G7 3-in-1 in 2002 and it has been the top Asian “white coffee” since
Trang 3Cappuccino: Flavored G7 in a larger packet size with more cream to produce a rich,
creamy, satisfying cappuccino with a layer of froth on top This is a really special drink unlike anything you may of ever tried
Pure black: Finally, pure Black G7! Black instant G7 has a number of advantages: it
does not contain any added calories from added creamer or sugar, it can be mixed directly into cold water for iced coffee, its packet size is very small and fits easily in a wallet, and,
of course
Roasted and ground coffee: Filter Coffee (1,2,3,4,5), Creative Coffee (1,2,3,4,5,8),
Espresso, Blend (I, S, N, Premium Blend, Gourmet Blend, House Blend)
Trang 4-Bean coffee.
Trung Nguyên coffee products use a variety of different coffee beans, including Robusta, Arabica, and Excelsa
c. The current situation
Now, Trung Nguyen coffee is one of the most famous brand in Viet Nam They also exported their product to the world market With modern technology and their secrets, Trung Nguyen coffee increasingly demonstrated its position in the coffee market Up to now ,the factory system of company has been 4 factories: Sai Gon coffee factory, Trung Nguyen Soluble coffee factory,Trung Nguyen coffee factory and Bac Giang coffee factory In there, Bac Giang coffee plant is the largest soluble coffee factory in Asia During 2011 and early 2012 , the soluble coffee of Trung Nguyen company was ranked the first place in soluble coffee market in Viet Nam in terms both output and market share In 2012, TN coffee became the brand is loved the most by Viet Nam consumer Actually , TN company has many community programs aimed to more customers such as
" creative Vietnamese brand",
3. Achievements and development directions
There are many famous brands in the market cafe as: Vinacafe, nescafe, trung nguyen cafe Especially, Trung Nguyên coffee with achievements can be listed as:
a, Seles:
- in 2011, business growth and productivity over 151%
- 6 months of 2012, increased by 178% compared to the same period last year
- with G7 coffee, Trung Nguyen themselves up market cafe VietNam with 37,8% of
Trang 5production and sales
Certificates:
- 3rd Labor Medal awarded by the presidents in 2007
- received certificate of merit from the Prime Minister for business "achievements for many years was voted honors VietNam high quality" in 2007
- received the well know brand by chambers of commerce and industry level in2007
- Is the only enterprise in VietNam achieved EUREPGAP
b Development phans:
Focus on business issues
- Inspired creativity
- Development and brand protection
- Identify customer is the center
- Same building successful partner
- Strong human resource development
- Getting effectiveness made background platform
- Contribute to community building