1.

Introduction of the focal firm 

‐ History (highlighting the firm milestones in their international business) 
‐ Business snapshots (current, employees, markets, and products) 
History of Trung Nguyen Legend Group:
https://trungnguyenlegend.com/

On June 16, 1996, President Dang Le Nguyen Vu established Trung

Nguyen in Buon Ma Thuot City - a famous area for coffee in Vietnam. The
initial capital is a bicycle with the will and strong faith of youth and the desire
to build a famous coffee brand, helping the world know taste of Vietnamese
coffee and vision: to become the world’ coffee leader.

In 1998, the establishment of the first coffee store in Ho Chi Minh City is
the first step of Trung Nguyen store system in the provinces of Vietnam and
countries around the world.
From an initial location, Trung Nguyen quickly increased the number of stores
in cities through franchising. In 2001, Trung Nguyen marked a successful
franchise in Japan, Singapore.
One of the factors that help Trung Nguyen to assert its name is: participating in
the instant coffee market. 23/11/2003, G7 made a strong impression with a
blind test to challenge the dominant brands at that time.

In 2010, Trung Nguyen coffee products are exported to more than 60

countries, typically the US, Canada, Russia, UK, Germany, Japan, China,
Asian...

In 2012, Trung Nguyen became the most favorite coffee brand among
Vietnamese consumers.
In 2013, G7 Coffee celebrates its 10th anniversary,  the 3rd year leading in
market share and the most favorite brand.

In 2016, Celebrating the 20th anniversary of the system's establishment.

Launched space Trung Nguyen Legend Café – The Energy Coffee That
Changes Life, becoming the largest coffee store chain in Southeast Asia.
In 2017, Trung Nguyen Legend officially opened a representative office in
Shanghai (China), one of the world's leading commercial and financial centers
and launch of the E-coffee model
In 2018, The World Coffee Museum has been officially opened in Buon Ma
Thuot City Launching the new energy coffee: Trung Nguyen Legend and
Trung Nguyen Legend Capsule.
In 2020, E-coffee launches a new version of all three world coffee
civilizations: Ottoman, Roman, meditation.
Until now, Trung Nguyen has become the leading brand in the Vietnamese
coffee market.
Business snapshots (current, employees, markets, and products) 
https://nhandan.vn/doi-song-xa-hoi-hangthang/trung-nguyen-legend-khang-
dinh-manh-me-vi-the-tap-doan-ca-phe-so-1-607801
https://sites.google.com/site/legendtrungnguyenvn/gioi-thieu

1. Current:
Currently, Trung Nguyen has risen to become a powerful corporation with
6 subsidiaries: Trung Nguyen Joint Stock Company, Trung Nguyen Instant
Coffee Corporation, Trung Nguyen Coffee Company Limited, G7 Service and
Trading Joint Stock Company, and Vietnam Global Gateway Joint Venture
Company (VGG) with main industries including: planting, processing,
exporting, breeding, media, real estate...In the future, Trung Nguyen will
develop with 10 member companies and businesses in a variety of
industries.
In the past 2 years, Vietnam and the world are facing economic difficulties
due to the impact of the COVID-19 epidemic. This leads to many businesses
having to declare bankruptcy due to insufficient operating costs. However,
Trung Nguyen Legend still maintains strong growth. Not only quickly
transforming business methods but also applying technology on online
purchasing and payment platforms, combining door-to-door delivery,
preferential programs for partners brought Trung Nguyen to cover from the
Northwest to the Southwest region.
Nowaday, Trung Nguyen is gradually promoting consumption on e-
commerce sites such as Shopee, Tiki, Alibaba, Amazon,...This change and
focus on investing in the online segment created a global online coffee shopping
system.
Along with series of international and national sales, marketing activities in
January 2021, recently, Trung Nguyen Legend coordinate with Consulate
General of Vietnam in Fukuoka, Japan, and Kyushu Economic Federation
to introduce G7 energy coffee products to Japanese coffee lovers at
“Vietnam Smile Fair” in Japan. Especially, Trung Nguyen Legend coffee
products are proud to be selected as the No. 1 famous Vietnamese coffee brand
to be an extraordinary diplomatic gift of Consulate General of Vietnam in
Fukuoka, Japan in important economic and cultural events, contributing to the
development of Vietnam – Japan relations.
2. Employees:

Trung Nguyen Group has about 2.000 employees working at the company
headquarters and subsidiaries. In addition, Trung Nguyen also indirectly
creates jobs for more than 15.000 employees through a system of 1.000
franchised cafes across the country.
The management team of Trung Nguyen Group is mostly young people,
well-trained people by experienced consultants working in foreign
corporations. Trung Nguyen Group's employees always have the best working
conditions to learn, develop their abilities and dedicate themselves with the
spirit of "Commitment - Responsibility - Honor".
With a multi-industry corporation, Trung Nguyen always needs to add a team of
young, energetic, enthusiastic and creative human resources, ready to work
together to build Trung Nguyen into a powerful economic group of Vietnam.
3. Markets:
Pioneering in applying the franchise business model in Vietnam, Trung
Nguyen currently has a network of nearly 1,000 franchised cafes across the
country and more than 600 partners globally, especially from key markets
in the US, China, Korea, Russia, etc.
The most prominent is the Chinese market. After more than 2 years of
opening a representative office in Shanghai, Trung Nguyen Legend has
invested heavily in developing a professional distribution network with 20
importers and over 100 distribution agents. Trung Nguyen Legend energy
coffee products are sold at over 29,000 points of sale including supermarkets,
large hypermarkets Walmart, Carrefour, mini supermarket chains, convenience
stores, and stalls at China's large wholesale markets.
Trung Nguyen Legend also achieved a growth rate of nearly 200% in the
Asian market, covering a system of supermarkets, trade centers, convenience
store chains, e-commerce channels, pharmacy systems, etc. Especially at
leading supermarket chains in Korea: Lotte mart, Homeplus, Emart...
Moreover, with the impressive appearance at fairs and exhibitions, the export
speed of Trung Nguyen Legend's coffee products in Russia, the US and
European markets have grown tremendously. In the US alone, in April 2019,
G7 appeared on the shelves of leading retail chain Costco with nearly 800
points of sale.
Currently, Trung Nguyen Legend has been a leading enterprise in combined
activities to promote product export and widely promote Vietnamese coffee
culture to the world, affirming its position as brand connecting culture and
diplomacy of Vietnam with the world.
4. Products:

Combined with the roasting method of the number 1 coffee expert in Vietnam,
Trung Nguyen has created excellent coffee products of excellent quality.
Currently, Trung Nguyen has many different product lines from coffee to
consumer products such as cups, coffee machines,... Trung Nguyen coffee
has 6 main coffee lines:
 Premium Trung Nguyen Coffee include Weasel Coffee, Legendee
Weasel Coffee and Creative Coffee 8.
 Coffee Roasters include General roasting, filter coffee 1-5 and
innovative products 1-5.
 Pure coffee beans
 G7 instant coffee
 Natural coffee
 Thick cream with sugar
Currently, Trung Nguyen is also launching an innovative coffee line 8. This
is a great crystallization of the world's best source of raw materials, processed
by the world's most modern bio-fermentation technology, according to the
world's most modern bio-fermentation technology. Mixing method from top
experts. All create a perfectly balanced blend of strong bitter coffee and
passionate coffee aroma, giving you a wonderful taste and touch experience,
helping to provide special source of energy for the creative brain.
Trung Nguyen coffee is a widely used product, suitable for all users from
popular to advanced. The brand's distinctive feature is its sweet, aromatic
flavor, with the distinctive flavor of high-quality coffee, bringing an irresistible
feeling of refreshment. This is said to be the key to the coffee lover's heart.
The design of Trung Nguyen coffee products is simple but no less
luxurious. Therefore, the buyer can use it as a gift for others to create a
relationship. However, the giver needs to research the recipient's preferences
because each product line is a different flavor.