## Reality

Trung Nguyen Legend Group, one of Vietnam's famous coffee brands, has been
experiencing a long-lasting internal conflict between the couple Mr. Dang Le Nguyen Vu and
Mrs. Le Hoang Diep Thao. This conflict not only affects their personal lives but also causes
chaos in the management and operation of the corporation. Prolonged legal disputes, trials
and public criticism of each other have reduced the reputation and image of the Trung
Nguyen brand.

## Reason

1. **Disagreement on development strategy**: Mr. Dang Le Nguyen Vu and Ms. Le Hoang

Diep Thao have different views on the group's development direction, leading to a split in
decision making.
2. **Financial management and ownership**: Disputes over ownership and financial control
of the group are one of the main causes of conflicts.
3. **Personal issues**: Personal conflicts and disharmony in family life also contribute to
increased conflicts.

## Consequence

1. **Deterioration of brand reputation**: Internal disputes and negative information spread in

the media have reduced the trust of customers and partners.
2. **Business disruption**: Management decisions are delayed or constantly changed,
affecting operational efficiency and strategic planning.
3. **Financial loss**: Legal costs and damages from losing customers and business partners
have caused huge financial losses to the group.
4. **Difficulty in attracting and retaining talent**: Unstable working environment causes many
talented people to leave the corporation, reducing the quality of human resources.

## Solution

1. **Legal dispute resolution**: Accelerate the process of resolving legal disputes to create a
stable foundation for business operations.
2. **Establish a professional management system**: Apply professional and transparent
management measures, ensuring the rights of all stakeholders.
3. **Strengthen internal communication**: Build effective internal communication channels to
improve communication and cooperation between departments.
4. **Develop a clear brand strategy**: Reorient the brand development strategy, focus on
product and service quality, enhance marketing activities to regain customer trust.
5. **Build a strong corporate culture**: Create a positive working environment, encourage
employee creativity and engagement, thereby improving work efficiency and loyalty.

Implementing these solutions not only helps Trung Nguyen Legend overcome difficult times
but also creates conditions for sustainable development in the future.