FPT UNIVERSITY- CAMPUS CAN THO



GROUP 3
ASM 1 CAPSTONE PROJECT [OBE102C]
TOPIC: ORGANIZATION BEHAVIOR
Mentor: TRẦN THỊ ÁNH PHƯỜNG

Name of group member Contribution (%)

1. Cao Hữu Đức 100
2. Đoàn Minh Anh 100
3. Nguyễn Thị Thi 100
4. Nguyễn Minh Khánh 100
5. Sầm Tính Đạt 100
6. Đỗ Thị Hồng Nghi 100

Cần Thơ, 23/01/2024

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I. Introduction............................................................................................................................................... 4
1. About Trung Nguyên Coffee................................................................................................................... 4
1.1 History of formation & development................................................................................................ 4
1.1.1 Phase 1996................................................................................................................................. 4
1.1.2 Phase 1998................................................................................................................................. 4
1.1.3 Phase 2000................................................................................................................................. 4
1.1.4 Phase 2003................................................................................................................................. 4
1.1.5 Phase 2010................................................................................................................................. 4
1.1.6 Phase 2012................................................................................................................................. 4
1.1.7 Phase 2013................................................................................................................................. 4
1.1.8 Phase 2016................................................................................................................................. 5
1.1.9 Phase 2017................................................................................................................................. 5
1.1.10 Phase 2018............................................................................................................................... 5
1.1.11 Phase 2019............................................................................................................................... 5
1.1.12 Phase 2020............................................................................................................................... 5
1.1.13 Phase 2021............................................................................................................................... 5
1.1.14 Phase 2022............................................................................................................................... 5
1.1.15 Phase 2023............................................................................................................................... 5
1.2. Business strategy.............................................................................................................................. 6
1.2.1 Strategy for building a "coffee cult".......................................................................................... 6
1.2.2 Product strategy of Trung Nguyen coffee..................................................................................6
1.2.3 Market development and exploitation strategy..........................................................................6
1.2.4 Affiliate growth strategy............................................................................................................ 7
1.2.5 Growth Strategy Through Diversification.................................................................................7
1.3. Vision, mission................................................................................................................................. 7
1.4. Field of activity................................................................................................................................ 7
1.5. Customers & Market........................................................................................................................ 7
1.5.1 Targeted customer...................................................................................................................... 7
1.5.2 Market........................................................................................................................................ 7
II. Analysis..................................................................................................................................................... 8
1. Organizational structure.......................................................................................................................... 8
1.1 Organizational chart of departments (use the company's organizational chart in the article to show
the organizational structure)................................................................................................................... 8
2. Leadership structure, leadership style..................................................................................................... 8
2.1 Performance control system to reward or reprimand, fire, and motivate employees........................9

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I. Introduction
1. About Trung Nguyên Coffee
1.1 History of formation & development
1.1.1 Phase 1996
On June 16, 1996, Chairman Dang Le Nguyen Vu founded Trung Nguyen in
Buon Ma Thuot - the coffee capital of Vietnam, with the first capital being a pedal bike and the
belief and will of youth. along with the desire to build a famous coffee brand, spreading the
taste of Vietnamese coffee around the world.
1.1.2 Phase 1998
The establishment of the first coffee shop in Ho Chi Minh City is the first step
for the formation of Trung Nguyen cafe system in Vietnamese cities provinces and countries
around the world.
1.1.3 Phase 2000
Successful franchising in Japan and Singapore • Announcing the slogan:
"Unleashing creativity" with products distilled from the best coffee beans, modern technology,
and exclusive Oriental secrets that cannot be copied Combined with the ultimate passion,
Trung Nguyen has conquered consumers across the country.
1.1.4 Phase 2003
The G7 instant coffee product was born with the event "G7 Instant Coffee
Festival" at the Reunification Palace on November 23, 2003, attracting participants and
making a mark with a blind voting test. directly the most preferred instant coffee product
between G7 and major coffee brands worldwide. As a result, 89% of people chose G7 as their
most favorite product.
1.1.5 Phase 2010
Trung Nguyen coffee products are exported to more than 60 countries and
territories globally, typically the US, Canada, Russia, UK, Germany, Japan, China, Asean...
1.1.6 Phase 2012
The coffee brand is the most loved by Vietnamese consumers. Trung Nguyen
Coffee is the No. 1 Brand in Vietnam with the largest number of coffee consumers. 11
million/17 million Vietnamese households are buying Trung Nguyen coffee products •
Launching the Journey of Great Will - Starting a National Entrepreneurship with the Creative
Festival for Vietnamese Aspiration attracting more than 50,000 participants.
1.1.7 Phase 2013
G7 celebrates its 10th anniversary, marking 3 years of leading market share and
being the most popular • The Journey of Great Will - Starting a Startup to Build a Nation

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spreads widely with the Future Creation contest, and the Creation Festival for The 2nd
Vietnamese Aspiration attracted 100,000 participants.
1.1.8 Phase 2016
Celebrating 20 years of Service Journey, announcing new Champion, Vision,
Mission • Launching Trung Nguyen Legend Café space - Life-changing energy coffee,
becoming the largest coffee shop chain in Southeast Asia • Donating 2 million life-changing
books in the Journey of Great Will - Starting a Business to Build a Nation for Vietnamese
Youth
1.1.9 Phase 2017
Trung Nguyen Legend officially opened a representative office in Shanghai
(China), one of the world's leading commercial and financial centers • Launched the E-Coffee
Model: Special - Special coffee system In particular, Energy Coffee - Life-Changing Coffee
1.1.10 Phase 2018
Inauguration of the World Coffee Museum in Buon Ma Thuot • Launching the
Trung Nguyen Legend brand and the new Different - Special - Unique product line - New
generation of Trung Nguyen Legend coffee.
1.1.11 Phase 2019
Start the Journey From the Heart, the Journey of Great Will - Starting a
Business to Build a Nation to the highest mountains and remotest islands of the country.
1.1.12 Phase 2020
Launching a Show showing the art of mixing according to 3 Coffee
Civilizations: Ottoman - Roman - Zen combined with 3D Mapping technology.
1.1.13 Phase 2021
Celebrating the 25th anniversary of the Group's founding 1996 - 2021 •
Inauguration of Tesla model houses, Cantata, and utility complexes in the Coffee City urban
area.
1.1.14 Phase 2022
Launching the World of Trung Nguyen Legend Coffee in Vietnam and China •
Announcing the Mindful Lifestyle Experience Journey • Forbes magazine honored Trung
Nguyen Legend as “The Mindfulness Brand” • Launching the first ballet in the world called
"Tale of 3 Coffee Civilizations".
1.1.15 Phase 2023
Opening the Representative Office in Korea • Accompanying the building of
Buon Ma Thuot City to become the world's Coffee City • Launching the hotel complex "La
Forêt en Ville" and the conference center "The World Coffee Center", groundbreaking to build
the "Love" and "Happiness" school area in the Coffee City urban area • Celebrating 20 years of
the G7 brand conquering the globe.
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 1.2. Business strategy
Business strategy is simply understood as the method and way of doing business of an
enterprise to achieve the most optimal efficiency. The business strategy is general and covers
the business plan. A business strategy will include a sequence, a series of major business
measures and methods over a certain, long period. Business strategies are not immutable but
will change depending on market fluctuations to promote profits and the highest development
of the business. Trung Nguyen has applied 5 main strategies in its business strategy.
1.2.1 Strategy for building a "coffee cult"
From the first steps, Trung Nguyen has oriented the development of coffee not
simply as a drink, but as culture and art. That's why Trung Nguyen built the World Coffee
Museum, aiming to help Buon Me Thuot become a world coffee destination.
1.2.2 Product strategy of Trung Nguyen coffee
Besides focusing on developing typical product lines, Trung Nguyen uses a
strategy to diversify product segments. Product groups are created to correspond to each
group's coffee preferences. Segment customers into 3 groups: popular, mid-range, and high-
end.
- Popular products
 Type 1: Brown Coffee – Vitality.
 Type 2: I – Aspiration.
 Type 3: S – Conquer.
- Mid-range – high-end products
 Passiona.
 Creative coffee set.
 Gourmet Brent.
 House Blend.
 Filtered coffee.
 Roasted coffee beans.
In addition, the G7 instant coffee line was developed in 2003 with hidden meanings in the
naming and packaging design, carrying the ambition to conquer 7 developed countries.
1.2.3 Market development and exploitation strategy
Trung Nguyen's business strategy focuses on developing and exploiting the
market. After successfully conquering the domestic market, Trung Nguyen began to take steps
to penetrate the regional market. In 2000, the first franchise store was opened in Singapore.
However, real success began in 2002, when Trung Nguyen entered the Japanese market. Trung
Nguyen uses a market penetration strategy to expand its scale. Along with that, Trung
Nguyen's G7 instant coffee is also officially distributed in the distribution system of Asia's
leading retail group, E-Mart (Korea). In addition, Trung Nguyen also entered the US market
intending to produce and distribute high-quality coffee.
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 1.2.4 Affiliate growth strategy
Two forms of linkage are applied in Trung Nguyen's business strategy: reverse
direction and forward direction.
- In the reverse link, Trung Nguyen links with coffee farmers. This helps
the group control the supply of raw materials. Currently, Trung Nguyen
owns 3 coffee production and processing factories.
- In addition, to reverse vertical links, Trung Nguyen builds a chain of
forward links including sales points, stores and distribution points. The
group owns thousands of sales points spread across provinces and cities.
1.2.5 Growth Strategy Through Diversification
Besides applying traditional distribution forms, Trung Nguyen's business
strategy aims to build diversity in customer experience. The integration of coffee-tourism
models creates different experiences. Customers can experience the combined coffee culture in
Trung Nguyen's exclusive tours.
1.3. Vision, mission
- The great organization serves the human community
- Building a human community united under a value system of conscious living
that brings true success and happiness.
1.4. Field of activity
Trung Nguyen operates in the field of coffee production, processing and distribution.
In addition to coffee, they also expanded into related products such as instant coffee, roasted
coffee, and even coffee services.
1.5. Customers & Market
1.5.1 Targeted customer
Trung Nguyen targets many customers, from ordinary consumers to business
customers. Customers can be individuals who love high-quality coffee, and businesses that
supply coffee to offices, hotels, restaurants, and event organizations.
1.5.2 Market
Trung Nguyen not only operates in Vietnam but also expands into the
international market, present in many countries around the world. Trung Nguyen's main
markets include Asia, Europe, North America and Australia. In the domestic market, they
compete mainly with other coffee brands, while in the international market, they compete with
famous coffee brands from other countries. In short, Trung Nguyen operates in the coffee
industry, targeting diverse customers and expanding markets not only domestically but also
internationally.

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II. Analysis
1. Organizational structure
Trung Nguyen Coffee, one of the famous and successful coffee brands in Vietnam, has built a
solid company organizational chart to manage and operate business activities. The company
organizational chart is an important tool that helps the organization locate and determine the roles of
each department, creating a foundation for coordination and effective work within Trung Nguyen
coffee company. The following article will analyze the organizational chart of Trung Nguyen Coffee
Company, its role, related regulations, and organizational structure including departments as well as
the functions of each department.

1.1 Organizational chart of departments (use the company's organizational chart in the
article to show the organizational structure)

2. Leadership structure, leadership style

Trung Nguyen Group has a leadership structure with Mr. Dang Le Nguyen Vu as
Chairman of the board of directors and CEO. This is a famous enterprise in Vietnam,
operating mainly in the fields of coffee and consumer goods. Dang Le Nguyen Vu has played
an important role in the development of this group. Trung Nguyen Group is often known for its
open leadership style and respect for workers. Companies often attach importance to building
a positive working environment and promoting employees' personal development. They also
often apply fair policies and procedures to ensure fairness and transparency within the
organization. This helps boost employee morale and commitment to the company.
2.1 Performance control system to reward or reprimand, fire, and motivate employees
The reward and reprimand control system is an important part of Trung Nguyen
Group's employee management. To motivate employees, companies can use methods such as:
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 - Reward: Trung Nguyen Group can organize reward programs such as excellent
employee of the month, rewards for successful projects, or promotion opportunities for
excellent workers.
- Reprimand: In case an employee violates company regulations, Trung Nguyen Group
needs to have a clear and fair reprimand policy to ensure labor discipline and respect for
regulations.
- Motivation: In addition to traditional methods, Trung Nguyen Group can also motivate
by providing learning opportunities, career development, and creating a positive and
supportive work environment.
All of these measures need to be designed to be fair, transparent, and motivating for
employees so they can develop and stay with the company for a long time.