TRUNG NGUYEN COFFEEGROUP 6

MEMBER

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

CONTENT

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

Company information

• ProductsTraditional CoffeeEurope CoffeeInstant Coffee and Filter Coffee

• CompetitorsHighlands CoffeeStarbucksGloria Jeans

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

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

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

PROS CONS

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

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.

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.

GAP 2 - Poor Service Design

GAP 2 - Inappropriate Physical Evidence

The exterior design• There is no cohesion in the exterior design of the

company.

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

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.

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.

• RecruitmentRecruit staff in the media, especially the social networking sites.

Two main methods

Internal recruitment

External recruitment

GAP 3 – Employee Role

• 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 wayGAP 3 – Employee Role

• 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

THANK YOU FOR

LISTENING !